SEO ROCKSTARS 2026 - ALL TRANSCRIPTS
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SEO Rockstars 2026: Day 1 - Chad Michael
Video: https://www.youtube.com/watch?v=RlDZEI1OTeQ
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[00:04] Hey guys, how you doing today?

[00:07] Good. Good. So, I'm gonna just walk

[00:10] through video. I have this feeling just

[00:12] talking with folks that people know that

[00:15] they need to add video into their mix,

[00:17] but they don't know where to start or

[00:19] how to have success with it or in a way

[00:21] that doesn't look cheesy. Um about four

[00:25] years ago

[00:27] I built a video maker tool and um I've

[00:32] just been very very interested kind of

[00:35] obsessed with that and how you kind of

[00:37] get good at something is you just get

[00:38] obsessed with it and you start doing it

[00:40] and you get your reps in. Um the video

[00:43] technology has come so far like three or

[00:45] four years ago I would say it was

[00:47] totally unusable. Like if you've ever

[00:49] seen the like the Will Frell spaghetti

[00:51] eating thing from the first generation

[00:54] generative AI video, it was just all

[00:57] kinds of horrendous like things of

[00:59] horror films and now it's just all the

[01:02] physics are very reasonable. Um it does

[01:07] go out of line just like you've used

[01:08] chated or claw to write something and it

[01:11] starts going off on its own little

[01:12] tangent and you're like what the heck?

[01:15] That will happen in video two. We're

[01:17] going to see some of that just a little

[01:18] bit. But my whole goal here is just to

[01:20] make this

[01:22] very easy. Um because like I said, I had

[01:25] built a a video tool. It's it's not

[01:27] public or anything, but I had buy all

[01:30] the tools out there because I want to

[01:32] see like what they're doing and how

[01:33] they're solving problems that I'm

[01:35] solving and what um like what things I

[01:37] can steal and put in my own product that

[01:38] are like good. Um and so I'm going to

[01:42] also show you mistakes and stuff too.

[01:45] Um, so if that's okay, we'll just charge

[01:48] forward. Um, I'm very used to

[01:53] quote unquote being interrupted. I do

[01:55] improvisational comedy on the weekends

[01:57] and I've done that for 10, 12 years or

[02:00] whatever. So, I'm happy to just riff

[02:03] with anybody. You're not going to throw

[02:04] me off. So, if you have a question, uh,

[02:06] don't raise your hand, just speak

[02:09] because timing is like everything.

[02:12] Yeah. Yeah. Yeah. Yeah. There you go.

[02:15] Um, so in a very in a very like 30,000

[02:19] foot overview, there's basic this is

[02:22] kind of what we're going to cover in the

[02:23] in the slides. Um, so we're just going

[02:27] to talk about how everything's

[02:29] structured, some visual language things,

[02:32] some tips and tactics. We're I I've kind

[02:35] of designed this to be like a SOP, so

[02:37] you can take this home. What's up,

[02:38] Chris? and uh give it to your give it to

[02:41] your VA and just have them like work

[02:45] through it. Um so you're going to start

[02:48] with a script and a story. Um

[02:51] characters,

[02:53] you're going to take those images,

[02:54] you're going to put them in order um

[02:56] without being too intimidating. That's

[02:58] like called a storyboard. And then uh

[03:01] you're going to take and make those

[03:02] images into video clips. And then you're

[03:04] going to stick all that together. Now,

[03:05] there are some tools that have done some

[03:08] of the work for you and and the one that

[03:10] I'm going to show you primarily here.

[03:12] Again, the whole idea is that it just

[03:15] makes everything very easy.

[03:17] And uh there's there's my sweet spot

[03:21] right there where I don't get the sound.

[03:23] Um so, visual language, we talk about

[03:27] framing. So, how you frame a shot can

[03:30] affect the emotional tone of the

[03:35] of the of the sequence of the movie, of

[03:37] the of the ad, of the creative, whatever

[03:39] you want to, however you want to dice

[03:40] that up in your head. And so, I want to

[03:43] show you like what you'll see in the

[03:45] movies and then I want to show you

[03:48] um like a very real example of something

[03:51] that we might be using. So, um this is

[03:55] just kind of a reference shot here. This

[03:57] kind of shows you like how we can frame

[03:59] different things, but I'm going to break

[04:00] down each one of these here. So, this is

[04:03] called an extreme wide shot. The

[04:05] character feels small, distant,

[04:07] unfamiliar. It's very emotionally

[04:09] detached. So, if you want to talk about

[04:10] one of your competitors, for example,

[04:12] you want to use like a shot like this.

[04:15] Um, this is

[04:18] uh this is a long shot. This is not an

[04:20] extreme wide. This is just a a wide

[04:22] shot. And it's mo mostly meant to show

[04:26] the character with their surroundings.

[04:27] So if you have some sort of ad and

[04:30] you're talking about um you know

[04:32] loneliness or not being able to find a

[04:34] plumber or something and you you have

[04:35] something like this um this is also a

[04:39] long and wide shot.

[04:43] Yes.

[04:46] Yeah.

[04:48] I I got this yesterday when we were when

[04:50] we were shooting

[04:52] guns.

[05:02] So, this is a wide shot of of Mike in

[05:06] the sunflower field,

[05:08] just like I told you, I was going to

[05:10] make it so that you could relate to

[05:11] something. So, here's a full shot. So, a

[05:15] full shot. You have bodies, you have

[05:16] heads, you have feet, all in the same

[05:19] shot. This is also a full shot of Merino

[05:24] as Thor.

[05:36] Sorry, he's don't have glasses on.

[05:40] Guys, if you hear a phone ring real

[05:42] quick, it's cuz I'm trying to find

[05:43] myself. Sorry that the rings is not a

[05:45] deal.

[05:46] No, I ate it.

[05:51] This is a UCG photo. Not quite a full uh

[05:56] this is a medium shot. These are I'm

[05:57] trying to pick things from movies and

[05:59] things that you know. So, this is where

[06:02] you're comfortable with the characters

[06:03] or you don't see their feet, but you get

[06:05] the idea. It is above the knee. That's

[06:07] important.

[06:10] Is this Mike?

[06:13] The AI just got caught up with

[06:14] sunflowers and Mike.

[06:19] I don't know. It's missing your chain. I

[06:20] can see that. The AI just got kind of

[06:23] obsessed with sunflowers, Mike. I can't

[06:25] I don't know what to tell you.

[06:28] Also, a medium shot. This is a cowboy

[06:31] shot. That's where you cut somebody off

[06:33] at the the knees. And it's sort of a

[06:35] tense thing because you don't want to

[06:37] see somebody's knees cut off.

[06:42] He's looking really good, right guys?

[06:47] Um, this is a medium shot, so it's

[06:50] usually from the waist up and it's

[06:52] natural balance, comfortable between the

[06:54] viewer and the audience.

[07:02] And as you know, you can animate.

[07:12] We'll get into that later. Uh, medium

[07:15] close-up shot. So, this is a

[07:16] conversational thing. It's mostly

[07:17] focused about facial expressions

[07:20] and um to really communicate the emotion

[07:23] of a shot. Yes, sir.

[07:28] This is He reminded me he needs a

[07:30] lighter. Uh, this is what Mike looks

[07:32] like when he starts to smoke.

[07:37] This is what Mike looks like to us after

[07:41] about four.

[07:43] He just bypasses the mouth all together.

[07:48] This is what Mike feels like when he

[07:51] smokes.

[07:54] You're pimping, Mike.

[07:57] Um, and this is a close-up shot. So,

[07:59] this is all about the emotions of a

[08:01] character. It's usually to convey

[08:04] intensity, whether it's, you know,

[08:06] sadness or anger, whatever. It's an

[08:08] amplifier emotion.

[08:10] Mike's really into sunflowers.

[08:14] You get him near a field of sunflowers,

[08:15] he goes crazy.

[08:18] Um, this is the extreme closeup. So,

[08:20] this is the opposite of the extreme

[08:21] wide. And, um,

[08:26] That's not a mic you want to be around,

[08:30] but it forces the viewer to confront

[08:32] like very very small like what we call

[08:35] micro expressions. Um, there are some

[08:38] camera movements that you can instruct.

[08:41] Um,

[08:43] yeah. So, this is just a dolly out. So,

[08:45] when you talk to the machine, it knows

[08:48] what that means. So, if you had a, you

[08:51] know, a photo and you said you you

[08:54] wanted to dolly in, it would know

[08:55] exactly what that meant. Um, this is a

[09:00] pan left.

[09:05] Again, this whole slide thing is I've

[09:08] got a QR code at the end so you can just

[09:10] download all this stuff so you don't

[09:11] have to take notes. Um, and I'm gonna

[09:15] try to just design this so that you can,

[09:17] you know, hand this off to somebody and

[09:19] get stuff done. So, these are all just

[09:21] the ingredients of something that you

[09:23] would build. This is the truck left. So,

[09:26] camera's on like a a sliding rolling

[09:29] thing. And this is a zoom. And that's

[09:31] when you would take a lens and just like

[09:33] zoom into it.

[09:37] Um, so like I told you, I was building a

[09:41] have built a tool that I use. Um,

[09:44] several people in the room have used it

[09:45] a couple times too. But, um, the problem

[09:49] that I see in our particular use case,

[09:51] so as an agency or a freelancer and

[09:53] you're doing work for clients, is that

[09:56] your phone, Mike?

[09:59] Um, is that every tool is trying to be

[10:02] everything to everyone. They all can.

[10:04] They all like if you log into anything

[10:07] like Hicksfield or Open Art or Runway or

[10:10] Sora or Vinmax or Cling, they're trying

[10:13] to appeal to everyone. And for our use

[10:17] case, like we want business photos

[10:21] uh or you know, service area, business

[10:23] photos, things like that in a particular

[10:25] order to showcase our clients or

[10:28] ourselves if we're business owners. And

[10:30] that is the tricky part with um what's

[10:34] going on right now. And so what I wanted

[10:36] to do is just sort of cover how to build

[10:39] three types of videos. There are a lot

[10:41] of different ways to skin a catap. Uh,

[10:43] we're only I'm just going to narrow it

[10:45] right down to just three so that we can

[10:48] focus on um getting something done

[10:51] because the whole idea here is to plug

[10:54] in a few things, get something

[10:57] onto your hard drive that you can upload

[10:59] to YouTube or whatever. Um, so we're

[11:02] going to talk about a a talking head

[11:04] with B-roll. We're going about a a mini

[11:06] talking head over product. And then

[11:09] we're going to do a little e-commerce in

[11:10] case anybody has e-commerce folks here.

[11:13] So these are all the resources that I've

[11:16] used here. Um there are links to these

[11:18] things. Um I again you don't have to

[11:21] write any of this down. I'll I'll you

[11:24] can have a link to this whole

[11:25] presentation. Um so

[11:29] a lot of times the first question is

[11:30] what topics do I cover? Right? And that

[11:33] is very easy. Don't be a You just

[11:35] take your paas. Those are your videos.

[11:37] That's it. If you have a topic map, work

[11:40] through your topic map. Go through the

[11:41] paas, all the topic map. If you're doing

[11:44] keywords, then your SEO is already kind

[11:46] of dated and so you should update it and

[11:48] then do it. But keywords will you'll

[11:51] have some effect. Um images to use um in

[11:55] order uh let's see here.

[12:00] No.

[12:01] Uh sorry, I've got a slide problem.

[12:05] Me check really quick.

[12:07] So in ideal world um you will use

[12:14] oh

[12:17] there we go

[12:19] images from the client. So

[12:23] somebody who's in the technician in the

[12:25] field is ideally taking photos when

[12:27] they're doing the work. Um, if you if

[12:30] you don't have that, um, there's a site

[12:33] called Trade Shots. And just full

[12:35] disclosure, that's my site, but it's

[12:38] free. So, I'm just giving it to you

[12:40] guys. And what you can do, it's made to

[12:43] uh have realistic UCG like service

[12:46] technician photo. So, if you need a

[12:48] plumber type shot or concrete or

[12:50] something, this is only if you can't get

[12:53] them from the client. So, that's the

[12:54] ideal. And the other thing is if you're

[12:57] doing e-commerce, you want to get shots

[12:58] probably from the manufacturer if you

[13:00] can and ideally on a on a background

[13:02] that's can be easily removed. Um, but

[13:06] always like the best thing is, you know,

[13:07] get your service technicians in the

[13:09] field on location and if you want to

[13:11] take it another step further, get it

[13:12] through Google Vision and make sure that

[13:14] Google is seeing what you think is in

[13:16] the image of what you're trying to

[13:17] communicate. So here's an example of a

[13:19] mini talking head.

[13:25] Sorry, I should give you some context.

[13:26] So for this presentation, um there's a

[13:30] madeup concrete company in Al

[13:32] Albuquerque, New Mexico called Alfie's

[13:35] Concrete. And so that's what you're

[13:38] about to see here. So this is an AI

[13:41] generated thing. And you'll notice

[13:42] something. Oops.

[13:55] Well, isn't that interesting? There we

[13:57] go.

[14:09] Oh, is that my camera?

[14:12] No worries.

[14:15] need constant repairs while concrete

[14:17] patios last decade. I learned this

[14:19] expensive lesson the hard way before

[14:21] switching to Al. Their concrete patios

[14:23] look super

[14:25] and our brutal summers and freezes

[14:27] without maintenance headings. Get your

[14:29] free estimate from Alfie's concrete now.

[14:33] So that probably took about four or five

[14:35] minutes to make and that is pretty

[14:38] decent in my estimation. What did give

[14:40] me some feedback. What did you guys

[14:41] think of that?

[14:43] Thumbs up. your question.

[14:45] No, say four to five minutes. That's

[14:47] great.

[14:48] Great. Right. That's those are all

[14:50] photos from trade shots because I don't

[14:51] have a I don't have a concrete client.

[14:55] Um nor any clients, but um any other

[14:58] questions, feedback, comments, concerns?

[15:00] Okay.

[15:09] No.

[15:11] Yeah. So, I mean, with trade shots, I

[15:14] just popped in, you know, concrete

[15:16] repair or something and um

[15:20] and that just took a few minutes. And

[15:22] there's always bad generations. Same

[15:23] with video. There's bad generations.

[15:25] That's part of the process right now

[15:26] where we're kind of on the alpha edge of

[15:28] things, but um you just upload them in

[15:31] there. I'm going to walk you through

[15:32] that just now. Um what happened was if

[15:35] you look in the lower lefthand corner,

[15:37] like the AI kind of got the green screen

[15:39] wrong.

[15:40] Albuquerque. Look at her.

[15:50] I think

[15:52] kind of draws attention to the video

[15:54] like like if a Tik Tok video you're

[15:56] trying to like move every two seconds.

[15:59] Well, that is that it kind of did it.

[16:01] So, that was like Bob Ross a little

[16:03] happy accident there and I'm okay with

[16:04] that. So, I'm going to show you how to

[16:07] again here's the SOP part. This is a a

[16:09] service called Creatify. They have done

[16:12] a lot of work. Um, you're just going to

[16:14] log in. You're going to click right

[16:15] here, AI video ads. Um, and then there's

[16:19] this add product manually link here. Um,

[16:23] and you're going to just enter. So, what

[16:25] I entered is Alfie's concrete. I put the

[16:27] logo in there. I had Chat GPT or Claude

[16:30] write a little description. Again, not a

[16:31] real business, so I'm not really, but

[16:33] you'd get that from the client. And then

[16:34] I uploaded my photos from Trade Shots or

[16:36] your service technician. Click next. Um,

[16:39] and now you have this in your assets

[16:42] folder here. So that's assets there on

[16:44] this on the side. Um, and all I did was

[16:49] click that. This is the one I want to

[16:50] make the video with. And I'm going to

[16:52] click the use. That's my product.

[16:55] And it pulls all that in. So these are

[16:57] all the images that I had from concrete.

[17:00] Um, you tell it the aspect ratio and

[17:03] where the final output is. So vertical

[17:07] video 30 seconds and target audience are

[17:10] homeowners with backyards in the case of

[17:13] you know concrete.

[17:15] It makes scripts for you. And so they've

[17:19] got three or four different types of

[17:22] there's if if I were to scroll where

[17:24] this not a static image you'd see

[17:26] different um appeals is what I would

[17:29] call it just as a copywriter. And then

[17:31] you can choose different tones for said

[17:34] script. Um, so I picked a transformation

[17:37] one. And then you choose your avatar.

[17:43] So I picked that lady with a with a

[17:47] disappearing

[17:49] top, but there are other people in here.

[17:52] Um, so you

[17:54] Yeah, I'm not that crass.

[17:58] Um,

[17:59] on camera. And so then you'll get

[18:03] different ideas where if you want like

[18:05] something B-roll or if you want the

[18:07] talking head moving around or if you

[18:08] want

[18:11] um you know pets in there or whatever

[18:14] and then you choose a rendering model.

[18:16] Um usually just choose the best one

[18:17] because I don't want to be representing

[18:19] a client with with low quality videos.

[18:23] And then you'll get something like this.

[18:29] And everyone knows that

[18:36] beautiful

[18:38] that actually value. We're talking.

[19:02] Hell yeah.

[19:03] What?

[19:04] That's what I'm talking about, my guy.

[19:06] So the script uh already create scripts

[19:09] there just from keywords

[19:10] that's inbuilt the tool. Yeah. So you

[19:12] could you can paste in a product

[19:14] description and so I just pasted my

[19:16] little blurb about Alfie's concrete. How

[19:20] long would something like that take to

[19:21] edit by hand? Like if you hired a VA

[19:25] several hours yeah this is less than

[19:28] less than five minutes.

[19:30] So, like I said, I've bought every video

[19:33] tool on the market and tried to generate

[19:35] videos with all of them. What I'm what

[19:36] I'm showing you here is is saving you a

[19:39] a metric ton of time and effort. Yeah.

[19:42] Don't raise your hand, just talk.

[19:47] 20 Dallas

[19:49] suburbs. Yeah.

[19:51] How long would it take to make

[19:52] customized one for each town and suburb?

[19:55] Could we just run them through the just

[19:56] change the words and then it's even

[19:58] faster?

[20:00] Well, it's got to render each time, so

[20:01] you're not going to speed anything up

[20:03] there. But if you Yeah, if you just like

[20:06] mad

[20:08] uh Mad Libs, does that make sense? You

[20:10] remember that as a kid? I once

[20:13] referenced that with the programmers who

[20:14] don't live in the United States and they

[20:15] were like, "What's that?" Oh, this is

[20:19] going to be a weird conversation. Um but

[20:22] uh yeah, so B you can just whip through

[20:24] and m it's they're just going to charge

[20:25] you credit

[20:27] this particular case. So if you've got

[20:29] you know the credits you can make

[20:31] whatever you want custom card you upload

[20:34] like a real person from the business.

[20:37] Um that's a great question.

[20:40] I didn't try that because I'm in a

[20:42] madeup scenario.

[20:44] I don't there's no Alfie's concrete or

[20:45] whatever. So, um, I didn't look for

[20:48] that, but I we'll after my presentation,

[20:51] I'll I'll search through there and we'll

[20:52] talk on the break.

[21:00] The starter plan is like 39 bucks and

[21:03] it's like,

[21:05] don't quote me on this, but like maybe

[21:06] 100 credits and that probably cost maybe

[21:08] 15.

[21:12] Yeah.

[21:14] Yeah. I don't have a look because it's a

[21:16] madeup company. So, but but you could

[21:19] Yeah. Yeah.

[21:23] Yeah.

[21:24] Right. And so, just to just to make

[21:28] this, just listen to the first five

[21:29] seconds.

[21:37] Um, okay. Let me

[21:41] No, I was looking for something else.

[21:43] Um, okay. Okay. So, now we're going to

[21:45] do a talking head with B-roll. So,

[21:47] B-roll is

[21:49] um the alternate footage basic. So, you

[21:52] have your main subject, which is the a

[21:54] subject, the A focus, and then your

[21:56] B-roll is the stuff that you cut in

[21:58] between to keep things interesting.

[22:00] So, I'm going to walk you through making

[22:02] one of those. So, you're going to same

[22:03] thing. You're going to click the AI

[22:04] video ads um in here. Oh, you see this

[22:08] right here? Avatar video Mr. Fowler. I

[22:12] bet that's

[22:14] to load up your own.

[22:16] Yeah. Um, you're going to choose

[22:18] existing products because last time, if

[22:20] you remember, we uploaded all our images

[22:22] for Alfie's concrete, right? So, this

[22:25] time we don't have to click add product

[22:26] manually. That's already in the system.

[22:28] We're going to choose that.

[22:32] And then, um, it already has all this

[22:34] information from last time. So, this is

[22:36] where you would put in, you know,

[22:38] Dallas, Fort Worth or Frisco or Houston

[22:41] or whatever. Um, and then you again

[22:44] you're going to choose I'm just choosing

[22:46] vertical video here for all my examples.

[22:49] Um, and then you're going to choose the

[22:52] different appeals and the tones. And um,

[22:55] you can write your own script if you

[22:57] want to if you want to do that. Um,

[23:00] totally fine. You're going to choose

[23:01] your avatar and um, this, you know,

[23:06] you're going to choose whatever style

[23:07] you want here. Uh, choose the Aurora.

[23:10] So, this is 15 credits. I don't know if

[23:13] there's an exact, you know, dollar to

[23:14] credit number because different models

[23:16] cost different amounts of credits, but

[23:19] um it's not a break the bank situation.

[23:22] Let me see if I can play this guy. Your

[23:24] backyard is basically useless right now

[23:26] and everyone knows that uneven dirt

[23:29] patch isn't for anyone. Concrete

[23:33] transforms unusable backyards into

[23:35] beautiful concrete backyards that

[23:38] actually add value to your home. We're

[23:40] talking decades of durability, zero and

[23:43] minimal maintenance. Custom stamp

[23:45] finishes that you get over without the

[23:49] hassle. Your family deserves safe,

[23:51] stable service, entertaining and

[23:54] relaxing. Stop settling for wasted

[23:56] space. Call out today and turn that eyes

[24:00] into your favorite room.

[24:03] Does that script sound familiar? It was

[24:05] the same damn script.

[24:07] Yeah.

[24:08] It wasn't as entertaining. Yeah. Well,

[24:11] so there's, as you can see, there's a

[24:14] diversity of people, all all types of

[24:18] people. Um, and so that is very helpful

[24:22] depending on your situation. Um, here's

[24:25] a different

[24:28] instead.

[24:35] You deserve better than dodging mud

[24:37] puddles and wobbly patio furniture.

[24:40] creates level stable surfaces that

[24:42] extend your home outdoors. A reinforced

[24:45] concrete patio support heavy furniture

[24:50] pattern that natural

[24:53] colored

[24:57] space.

[25:04] Yeah. So that was like when back here

[25:06] two slides ago where I showed you the

[25:09] different appeals is what I call them.

[25:12] That was me just clicking a different

[25:14] angle, a different appeal. That makes

[25:17] sense.

[25:19] Okay. And then if you want to do like a

[25:22] like a a viral type of a thing,

[25:30] you know what's great about concrete?

[25:32] It's always there to catch you whether

[25:33] you want to say this is really nice

[25:37] concrete. Smooth, level, no cracks.

[25:40] Honestly, if you're going to eat it,

[25:42] this is the surface to do it.

[25:46] But we can promise the concrete will

[25:47] look good while you do these concrete.

[25:49] Solid work even when you're gone.

[25:56] So, if you have a comedy mind, you can

[25:58] do that or you can hire a comedy mind.

[26:00] Um, so here's an e-commerce uh

[26:03] placement. So this is when somebody's

[26:05] holding a photo or I'm sorry, a product.

[26:09] Um, if you have a client who has

[26:11] e-commerce products, you can just skip

[26:13] that. Skip this. But if you want to try

[26:16] e-commerce, like you just want to like

[26:18] try it, I recommend a site called Kalo

[26:20] Data, and it's uh Tik Tok shot

[26:23] analytics. You can see what's like

[26:24] really selling hot right now and grab

[26:27] one of those. Um, you can just grab

[26:29] anything from

[26:32] uh, Amazon, Shopify, Woo Commerce, any

[26:35] old URL. All I'm doing here is just

[26:36] copying that um, URL. All I did here is

[26:40] went to Kao data. I searched like in the

[26:42] last 30 days, what's the most popular

[26:44] product? And it happens to be Dr. Dent

[26:47] Purple Teeth whitening strips. I found

[26:50] that on Amazon. No problem. Um, I

[26:54] clicked AI videos and I pasted the link

[26:57] in. And so what it's going to do is it's

[26:59] going to go in there. It's going to use

[27:01] agents to go pull all that information

[27:03] in. I'm going to edit it a little bit. I

[27:06] don't I think AI is going to choke on

[27:07] these like little emoji or whatever

[27:10] those things are. You know what I mean?

[27:11] So, I want to like because you know how

[27:13] Amazon listings are written. They're

[27:14] listing they're written for keyword, you

[27:17] know, Amazon SEO. So, it's got a lot of

[27:19] garbage. So, you need to like clean that

[27:20] up a little bit.

[27:21] um it's going to pull in the photos that

[27:23] it can use. You can see there's a row of

[27:25] rejected photos. Those are things that

[27:26] it can't use. But if you were to scroll

[27:28] down were this not a static image, you

[27:30] could see more images.

[27:33] Um yeah, I want a vertical video and I

[27:38] want to I want somebody in the bathroom

[27:40] because this is like a a bathroom like

[27:43] this is where you would use that product

[27:44] sort of thing. So I found a gal who's in

[27:47] the bathroom and we came up with this

[27:52] If you want to have the best smile, you

[27:54] need a whitening routine that really

[27:56] works. That's where the smile wiping

[28:01] years of tough stains quickly and

[28:03] effectively

[28:07] whitening strips.

[28:10] The slip free

[28:13] while you go about your day. No sliding,

[28:15] no mess. I noticed my teeth were visibly

[28:18] brighter after just three uses. The pack

[28:21] comes with 42 strips plus

[28:28] zero sensitivity

[28:30] and way

[28:35] and see the difference.

[28:38] Five minutes.

[28:40] Yeah.

[28:40] Yeah.

[28:42] So, if you have clients, I mean, you

[28:44] could obviously upsell this as a service

[28:46] and they think this is like, oh, this is

[28:48] like a $500 video, cost you $5, maybe

[28:52] there's some profit margin there for

[28:54] you. You know, if you have a if you have

[28:56] a business, you just make these videos

[28:59] and distribute them and they work.

[29:01] Um, the last thing I'm not going to go

[29:03] into in depth on, but this is just to

[29:06] build your own like straight from

[29:08] scratch. Um, and this is one of the

[29:10] first slides I showed you. You're going

[29:11] to find your hook. You're going to

[29:13] introduce the problem. You need to make

[29:14] it relatable in some sort of shocking

[29:17] way, if possible. And then you want to

[29:19] have a step-by-step sequence. This is

[29:21] just basically a copy framework for

[29:24] video. Then you want to have an

[29:26] authority statement. Um, you want to

[29:28] validate your solution or claim, you

[29:31] know, expertise in some way. And then

[29:33] some sort of call to action. Um, back on

[29:35] the other slide where I said there's

[29:37] different appeals.

[29:39] Um

[29:41] there there are different reasons that

[29:44] people buy products and if you've heard

[29:47] Marty Marian speak he talks about intent

[29:50] and then the intent behind the intent.

[29:52] Um and he has a nice elegant solution.

[29:55] Um so you can take that same product and

[29:58] market it five, six, maybe 10 different

[30:01] ways to get

[30:04] a lot of buyers in. Um, Marty and I have

[30:07] been working on bringing this into like

[30:10] a product, but it's it's not out yet.

[30:12] But the appeals thing, which I showed

[30:15] you earlier, um, is is essentially the

[30:18] heart of this. So, you can use this same

[30:19] formula with different appeals and

[30:22] promote the same product in in several

[30:24] different ways. So, if we were going to

[30:27] create, you know, a short story, you'd

[30:29] start with a script building tool. So,

[30:31] these are three. Again, I've been

[30:32] through a lot of lot a lot a lot a lot

[30:34] of script generating tools. These three

[30:36] that I think are uh worth a damn. Um

[30:40] this this first one is a a school group.

[30:44] Um and they have a really good chat GPT

[30:47] generator and it works with you and it

[30:48] makes something that's like really

[30:50] exciting and it's only five bucks to

[30:52] join. So his funnel there is just get

[30:55] everyone to join the $5 one and then try

[30:56] to sell them into the very expensive

[30:58] one. If you just join to get the chat

[31:00] GPT script and then quit, it would it'd

[31:03] be just fine. It'd be worth it for that.

[31:05] It would be worth five bucks. Um,

[31:06] HubSpot has a pretty good one, which is

[31:08] surprising because their stuff is

[31:10] usually so bland, but and then I've just

[31:13] included one here that you can sort of

[31:15] mad lips your way through. Um, and then

[31:19] you want to like when you're prompting

[31:21] your images, um, I've given a whole

[31:23] presentation on just prompting images.

[31:25] So, I can't really get through that

[31:26] here, but these are some of the things

[31:28] that you'd want to like work through

[31:29] like your character, like you talked

[31:31] about having a particular avatar. Um,

[31:34] what are they doing? This is just sort

[31:36] of a checklist that you can run through

[31:38] when you're making an image so that you

[31:39] get what you want. like what kind of

[31:41] motion, what's the environment, what's

[31:42] the color path, just things that you

[31:44] might forget when you're just sitting

[31:46] down at a blank screen. Um, in this

[31:50] case, I'm using Open Art, and I would

[31:52] generate images. So, this lady has a

[31:54] cracked concrete, which is a which is a

[31:57] a service that people want. And so, you

[32:00] can see that there are dumb versions of

[32:02] this, like this lady's way too dramatic,

[32:05] and this is even worse. But this might

[32:07] be an actual image that I could use. Um,

[32:10] she could be sad, but I don't like her

[32:12] not being able to see her total face

[32:13] there. So, there's not a onetoone

[32:15] connection between this crack and her

[32:17] face. So, I think this one is the most

[32:19] clear. So, you would take it into a

[32:21] video generation tool. So, you'd start

[32:23] your starting image here. I'm using

[32:26] cling in this particular example. Um, I

[32:29] I think cling uh is is great and it's

[32:32] cost- effective. V3 is kind of the big

[32:34] thing on, you know, Tik Tok and YouTube.

[32:37] Um, it's good. It is very good. It's

[32:39] also expensive and I think cling is just

[32:41] as good and and half as much. Um, you

[32:45] write your prompt, you create something.

[32:47] Um, then you would take any video

[32:49] editor. I've given you some in the

[32:50] resources section. So, you'd have your

[32:52] your main timeline, you jump away to

[32:54] your B-roll, you jump back to your main

[32:56] timeline, and you just find the rhythm.

[33:00] Um, add your music. Again, this is not

[33:03] something I can really cover quickly,

[33:05] but you're basically just going to

[33:06] assemble everything into a finished

[33:09] linear timeline product. Um, and then

[33:14] you're done. And then you'll get

[33:15] something like you saw earlier, but

[33:18] it'll be highly customized because it's

[33:20] like your

[33:22] um

[33:24] product or service.

[33:26] Um, I think that might have been my last

[33:29] slide. Yeah, I meant to create a QR

[33:30] code, but I got um Yeah, you make

[33:34] everything available, right? Yeah. So,

[33:36] there's a whole folder here. There's a

[33:39] um I wanted to put some stats in like

[33:42] why you would use video and so like I

[33:44] use Manis and it made like a whole

[33:46] report and I was going to I was like

[33:48] this is so boring. Like I'm just gonna

[33:49] I'm just going to include that report in

[33:51] there. All the video examples are in a

[33:54] folder and then the talking head script

[33:55] is also so you're going to get a folder

[33:58] full of all this stuff.

[34:01] Say that one more time.

[34:02] Affiliate marketing.

[34:04] Yeah, the affiliate marketing client

[34:05] work just yeah all kinds of cases. Um I

[34:10] need some feedback. People talk to me

[34:12] questions, comments, concerns, trolls.

[34:14] That is the end of the presentation.

[34:16] Anybody? So, other than the legal

[34:19] issues, you could use this for creating

[34:21] like testimonials.

[34:23] Other than legal issues, you could use

[34:24] this for creating testimonials. Yes.

[34:27] If we only had a lawyer in the room, we

[34:29] could ask something about that. Um,

[34:32] yeah, I think not a lawyer, but yeah, I

[34:35] think you don't want to like represent

[34:36] that. Yeah, you've had somebody do your

[34:40] service, but some you could say

[34:42] something like

[34:43] I mean for fictitious

[34:45] Well, for a fictitious company, it's not

[34:47] a problem.

[34:48] Yeah. Um,

[34:51] you actually

[34:56] URL says

[34:58] you form the link that theoretically

[35:02] you're just representing something

[35:03] already.

[35:05] Uh, not a lawyer. Uh your question was

[35:08] just for the people at home like

[35:12] I had somebody look into that a while

[35:14] they was doing

[35:15] let me repeat the questions for the

[35:17] people on the mic but like basically he

[35:19] was saying could I take a Google review

[35:21] and then videoize it. Is that fair?

[35:24] Yeah.

[35:24] Yeah. And if you link to it directly

[35:26] would that be okay? Merino said he had

[35:28] somebody look into it. Don't do um

[35:32] Hold on. Sorry. Don't take a review

[35:35] that's real and make a fake video of it

[35:37] and post it socially violating the law.

[35:39] That review is of a real Gmail that

[35:41] belongs to a real person and the FTC. I

[35:44] don't know if they're on it yet, but I

[35:46] was told don't even play yourself. Not

[35:48] that I would do it. I seen it being

[35:50] done. And by the way, Chad, I just want

[35:52] to say those are amazing. You

[35:53] knocked it out better than I was

[35:54] expecting to be honest. And that say

[35:57] because I had high expectations. If you

[35:59] guys don't know, half the ads you see on

[36:02] Tik Tok and Facebook are not real

[36:04] people. They're UGC ads. User generated

[36:07] content, which is a oxymoron

[36:10] because it's not users. It's

[36:12] fake.

[36:12] Yeah, it's meant to be like, but if you

[36:15] could say, I heard about Offies Concrete

[36:17] and they do X, Y, and Z, that seems

[36:21] legit to me. Again, not a lawyer, but

[36:24] I'd do it.

[36:26] She's slamming

[36:28] on some of the AI like I've seen online

[36:31] sometimes filled with a lot of people

[36:33] hating on it because it's

[36:35] yeah have you seen like fall off on

[36:39] views in the long run.

[36:41] So the question is like you've seen like

[36:42] a lot of hate comments like this is AI

[36:45] and whatever. Um

[36:48] my personal opinion is that um that's

[36:51] just part of a backlash and it will fade

[36:56] and there will always be people who are

[36:57] going to always just hold that position.

[37:00] Um from a marketing perspective, you

[37:03] know, it just gets more views like more

[37:05] engagement gets more

[37:07] the algorithm shows that more like it

[37:11] wants you to fight.

[37:13] Unfortunately, it's tuned for that type

[37:15] of stuff.

[37:17] I think I heard it from back here,

[37:18] right?

[37:20] You got a bunch of people commenting on

[37:22] any of your clients social media

[37:24] platforms, take it, bro. Cuz hey, go

[37:27] look at their social media right now.

[37:29] Crickets.

[37:31] Crickets.

[37:33] So, engagement is engagement, bro.

[37:35] The platforms want Yeah. They want you

[37:38] to stay on there longer. And if you're

[37:39] angry commenting, you're on there

[37:42] longer, which meets their goal,

[37:44] unfortunately. Um, there's a lot of side

[37:48] to that with, you know, society and

[37:50] teenagers and just mental health people,

[37:53] all that kind of stuff. It was not what

[37:54] we're talking about. Like your question

[37:56] was just about essentially was about

[37:58] engagement and whether that harms you.

[38:01] Yeah. Yeah. If you do AI poorly and you

[38:05] get trolled, I mean, you're probably

[38:07] asking for it, you know, but if you do

[38:09] it well and somebody's like, "Well,

[38:10] that's AI." Well, that's kind of their

[38:12] problem, you know, and that's okay.

[38:15] Everybody has all kinds of problems.

[38:18] That that comedy video, did you have to

[38:20] put the scenario in or did the AI come

[38:23] up with a comedy scene?

[38:26] Um,

[38:27] well, I came up with the script. I saw

[38:29] the hook and then I was like, how could

[38:32] I relate that to concrete? I was like,

[38:35] well, he smacks on the concrete, so

[38:38] let's just start there. Let's

[38:40] acknowledge that and then go for it.

[38:44] Yeah. But the hook was part of

[38:48] uh the library, I guess. You know what I

[38:52] mean? Yeah. Does that make sense? Yeah.

[38:55] Being able to like find,

[38:58] this is a little off topic, but funny is

[39:01] always there. It's just being able to

[39:03] have a filter that you that you you can

[39:06] find it. Do you know funny is already in

[39:08] the room. It's just your job to like

[39:10] twist the lens so that you can see it.

[39:13] Yeah.

[39:15] Um, question. Where did uh you get the

[39:17] customer video that was running in the

[39:20] background?

[39:23] Where did I get the customer video that

[39:24] was running in the background?

[39:26] Maybe there.

[39:27] Yeah, the B-roll.

[39:29] Oh, so those all the concrete shots were

[39:32] just from tradeshots.net because I don't

[39:34] have a concrete client, so I just

[39:36] generated some there. If that's the

[39:38] answer to the question,

[39:39] somebody

[39:40] Yeah, on the Zoom.

[39:44] Um, yeah, I don't Yeah, I'm just Yeah,

[39:47] you can. Okay,

[39:48] just let me know. Uh, any other

[39:49] questions? Yeah.

[39:53] We good?

[39:55] All right.




============================================================
SEO Rockstars 2026: Day 1 - Dan Kurtz
Video: https://www.youtube.com/watch?v=y1felTXj_OU
============================================================

[00:04] Right on. Hey guys. So, as Mike said, I

[00:08] do a lot of automation stuff. Um,

[00:10] constantly dabbling in things, figuring

[00:12] out new tech, new stacks, new whatever

[00:14] in order to get the results that I'm

[00:16] looking for because I hate doing stuff

[00:18] and I want computers to do it for me.

[00:20] Anybody who's been vibe coding probably

[00:22] feels the same. So, we're going to kind

[00:24] of blitz this. Um, I'm going to show you

[00:26] guys some examples and stuff. I'll give

[00:28] you guys all the prompts, the systems,

[00:29] the GPTs and everything else at the end.

[00:31] So you too can go home and go do it

[00:32] yourself.

[00:34] So

[00:38] obviously core problem with AI

[00:40] automations, most implementations wind

[00:43] up failing or your NAN crashes or your

[00:45] make automation doesn't work right or

[00:48] clog code does something with one of the

[00:50] files and you can't [ __ ] open it

[00:52] again. But

[00:54] damn, what' you say? the cloud code.

[00:56] It'll go edit a line of code and then

[00:58] the whole app crashes.

[01:01] Everybody's favorite.

[01:02] So that's why I said you

[01:06] [ __ ]

[01:06] Yeah.

[01:07] So

[01:09] obviously if you can figure out the

[01:10] problem, it's a lot easier to build the

[01:12] tools around the problem and then

[01:14] eliminate the problem. So we're going to

[01:15] kind of go through some of those today.

[01:18] Vibe coding you guys are all familiar

[01:19] with probably. Anybody in here not vibe

[01:21] coding on some platform? All right,

[01:24] cool. So basically

[01:25] the only one

[01:26] no Jose

[01:30] sitting in front.

[01:31] Yeah. So you can do a ton of stuff with

[01:34] it. Um a lot of people have been

[01:35] building apps and applets and deploying

[01:37] stuff on PCEL and cloud waves and all

[01:39] different sorts of sites and building

[01:41] out these massive projects. Um

[01:45] far than that. So I decided to go ahead

[01:48] and figure out how to do arbitrage using

[01:49] AI.

[01:52] So basically go describe the problem in

[01:54] chat GPT or cloud AI generates the code

[01:56] run sandbox do the feedback iterate till

[01:59] it works deploy and monitor. For this I

[02:02] just use cloud code. Um and I built two

[02:05] different things. I built a mini app and

[02:07] then a companion a uh companion chrome

[02:10] bookmark lit to do all the work. So or

[02:14] extension I think they're called. So

[02:17] went ahead built an extension and this

[02:20] thing goes out and basically

[02:23] does everything it says here. So it does

[02:24] competitor research. Basically I wanted

[02:26] to figure out how to build a second

[02:27] income stream using AI and didn't want

[02:30] to spend more than 30 days uh 30 minutes

[02:32] a day doing it. Spent two weeks coding

[02:34] it but saved 30 minutes a day. So

[02:38] decided I wanted to resell stuff on

[02:40] eBay. So build out my app. This lives

[02:43] inside of Chrome as an extension. does

[02:45] competitor research, figures out who's

[02:47] selling stuff, what products. Basically,

[02:49] it's a it's an ecom sniffer. So, it goes

[02:52] out, you plug in your competitors,

[02:54] whatever sellers you're going after,

[02:56] shows you all their items, their

[02:57] purchase history, what they're currently

[02:59] doing, scrapes all their products,

[03:01] figures out the best ones, and then goes

[03:03] and finds the pricing for them and

[03:05] alternatives on Amazon. that goes in,

[03:07] does browser automation, runs through

[03:09] the whole process, figures out the

[03:11] markup, the markdown, the margins,

[03:13] everything on the fly, and then I just

[03:16] paste it into the web app, which is just

[03:19] this screen. Um, and then I just let it

[03:22] rip. The numbers up in the top right

[03:24] hand corner is the limit of how many

[03:26] products per month I can push into eBay.

[03:31] So, example, found a random product.

[03:34] just picked something off the bestseller

[03:35] list this morning, add it to the

[03:37] presentation, and then went ahead to

[03:39] search that same thing on eBay.

[03:42] Found out that yes, people are reselling

[03:44] it on eBay. And that little blue line

[03:46] down there that you can't really read

[03:48] from back there because picture's too

[03:50] [ __ ] big. Tells me my break even

[03:52] point on that product. So, it's doing

[03:54] all the calculations on the fly. And

[03:56] then I'm importing and the AI is doing

[03:59] all the product matching for me.

[04:04] So, what that looks like,

[04:07] because everybody here likes rankings,

[04:10] here are my current sales ranks in all

[04:12] of these categories. And I've been doing

[04:14] this for two weeks.

[04:18] I am not doing anything. I'm not

[04:20] pointing back links. I'm not writing

[04:22] content. I'm not doing anything. I have

[04:23] the entire system on a learning loop.

[04:26] So, the AI is continuously figuring out

[04:28] what's working and what's not. importing

[04:30] products, deleting products, selling

[04:32] products, doing the arbitrage, going

[04:34] back to Amazon and buying them and

[04:36] shipping them to the customer for me.

[04:37] Can you tell us what that means?

[04:39] Sure. Yeah. So, that's my seller rank in

[04:43] each of those categories. So, so out of

[04:46] 21, 291 sellers for rugs and carpets,

[04:50] I'm number 600.

[04:54] Okay. So it's out of however many people

[04:56] are actually selling that that's and you

[04:58] can figure out the percentile on that

[05:00] but it's not the same as SEO but it

[05:03] sells products

[05:06] and you can see obviously the machine is

[05:08] learning very well. Um I don't do

[05:12] anything with it at all. It figures

[05:14] itself out. It does the posting and I

[05:17] took the screenshot at like five or six

[05:20] this morning. So today's impressions are

[05:23] a little bit low, but they'll catch up.

[05:25] So in the past week, week and a half,

[05:29] 350,000 impressions, 20 products sold,

[05:31] and I've done nothing.

[05:36] Well, because the system is going

[05:37] finding the products.

[05:38] No, I wait until somebody goes and buys

[05:40] them, and then I go to Amazon, order it,

[05:42] put their shipping address in, and send

[05:43] it to their house in an Amazon box.

[05:47] I missed that part.

[05:48] Oh, yeah. I'm not I I have zero

[05:50] inventory until somebody buys something.

[05:52] I my cost is zero.

[05:55] Yeah.

[05:55] So, are you still having to physically

[05:57] buy it from Amazon or do you have that

[05:59] automated?

[05:59] Oh. Oh, no. It takes everything that

[06:01] they put in the address, shipping

[06:02] information.

[06:03] Okay.

[06:04] Yeah. So, it's completely automated.

[06:06] It goes and buys it

[06:07] and then it just ships it.

[06:09] Yep.

[06:11] How does it pay for it?

[06:12] My card. I have the card on file. It's

[06:15] right there on Amazon. It does the

[06:16] browser automation. picks that card.

[06:18] Wow.

[06:19] Dumps it.

[06:21] And again, it's kind of early. I've only

[06:22] been doing it for like two weeks, but

[06:24] I'm sure once I get up the speed, it'll

[06:26] be a little bit better.

[06:28] But, uh,

[06:30] so, and again,

[06:30] that's what you made this week.

[06:33] Yeah. So far.

[06:34] Yeah. So, 813 after taxes and fees from

[06:37] eBay because they take out like 14% plus

[06:39] tax.

[06:41] So, my markup is 60%. After they take

[06:44] out their 20, I'm left with a margin of

[06:46] 40% on a product I don't own. I don't

[06:48] have to warehouse and I don't have to

[06:49] worry about

[06:52] a return.

[06:54] Nope. No, there's because there's no

[06:57] nowhere to return it to. It's like,

[06:58] okay, cool. Ship it to Amazon.

[07:02] So, it that's handling all of it

[07:04] basically. Um, but again, just an

[07:07] example of what you can kind of do. Um,

[07:10] just playing with cloud code, playing

[07:12] with you know, different ideas and stuff

[07:14] because a lot of people are like, I need

[07:15] to build a software. I need to build

[07:16] this massive app that does all these

[07:18] things. I built half an app and maybe a

[07:22] Chrome extension and it's currently

[07:24] doing its own thing.

[07:26] Wow.

[07:26] But yeah, I'm not I'm not doing

[07:30] anything. Like I check it once a day to

[07:31] make sure it hasn't crashed. It just

[07:33] runs on a $2 BPS.

[07:35] How uh much time do you spend building

[07:38] it?

[07:38] About two weeks. Total actual hours is

[07:41] maybe 20.

[07:43] So,

[07:45] but for 20 hours worth of work over two

[07:48] weeks, I'll take it.

[07:49] Yeah. Just let it run.

[07:51] Yeah.

[07:52] So, but like I said, it's constantly

[07:54] learning off of its own mistakes, which

[07:57] is why the impression graph is the way

[07:58] it is. It's just continuously learning

[08:01] and testing and figuring out what works,

[08:03] what doesn't, what gets banned, what

[08:05] doesn't, and just reports all that, logs

[08:07] it to the central AI, and then uses

[08:09] those rules the next day going forward.

[08:15] So,

[08:18] just I want to put this in here because

[08:20] a lot of people talk about, you know,

[08:21] building stuff in in Vibe coding and

[08:24] doing whatever, but they never actually

[08:25] launch anything. We'll show what happens

[08:27] if you like actually do something with

[08:29] it.

[08:31] So,

[08:33] one of the other things I wanted to talk

[08:34] about was AI video generation. In

[08:37] specific, we're going to talk about

[08:38] building AI avatars. Kind of what um was

[08:42] talked about previously, but slightly

[08:43] different. Um, so I'll kind of show you

[08:46] guys what we're doing. So, this is the

[08:49] stack I normally use for all this. It's

[08:50] chat GBT, Google Whisk, Flow,

[08:53] occasionally uh VO free pick to upsample

[08:57] the images because the quality of the

[08:59] images coming out of AI are usually

[09:01] pretty bad. Um and then hey genen to

[09:04] turn that person into a permanent

[09:05] talking avatar.

[09:08] So it cost about a buck per video if you

[09:10] do it right doing this method because

[09:13] most of the stuff we're using with the

[09:15] exception of hen and free pick are free.

[09:18] So,

[09:20] examples of avatars you can make and

[09:22] then these get fully animated by the

[09:24] system. So, this guy's a influencer,

[09:27] digital marketing guy,

[09:30] regular like business or finance person

[09:33] and then Gen Z, Gen Alpha,

[09:36] inspirational, whatever you want to call

[09:38] it. Uh, but these were built off of

[09:40] literally five questions I have baked

[09:42] into a custom GPT and then as soon as

[09:44] you answer those, it will generate that

[09:46] person for you and then you can tweak

[09:47] it.

[09:49] So,

[09:51] going through the personas and all that

[09:53] sort of stuff. Um, like I said, I'll

[09:56] give you guys all the GPTs. There's only

[09:57] three and you just use them in the order

[09:59] I give them to you. Um, first one will

[10:01] generate the actual character sheet of

[10:03] who that person is for your business.

[10:05] Second one will generate that the uh

[10:07] head shots and a few others. And then

[10:09] you take that import that into Flux. Um

[10:13] and that will give you uh the ability to

[10:15] put them in different locations,

[10:17] different scenes. It'll lock the model.

[10:19] Um so it'll keep that person exactly as

[10:21] they are. And then you can push them

[10:23] into any scenario you want to make

[10:25] reals, videos,

[10:27] whatever you want. Kind of like what um

[10:29] was just being shown with uh Chad.

[10:33] But um we're doing this right now for a

[10:35] couple clients.

[10:36] We're doing about I want to say

[10:40] three videos a day across nine social

[10:42] media platforms. We're just using go

[10:43] high level to push them out. Um so we're

[10:46] getting about 27 reels out per day right

[10:50] now. Um and some of those accounts are

[10:52] in the 50 to 150,000 followers. Again,

[10:55] this is just in the past two weeks

[10:58] building these out,

[11:01] but it's and you guys will get the

[11:03] scripts obviously baked into the GBT,

[11:05] but also uh there's a whole framework

[11:07] that we use in order to get the reels to

[11:09] actually land with somebody. So, like

[11:11] grab their attention, pull them in and

[11:12] actually have them like go to do a CTA.

[11:15] Um you guys will get all that and you

[11:17] can just dump it in. It'll write your

[11:18] scripts for you.

[11:21] Um,

[11:23] and then what I wanted to show um was

[11:26] some video stuff that I've been playing

[11:28] with. So, taking ideas like these guys

[11:32] or different concepts and actually

[11:34] animating them or creating different

[11:36] types of like film stuff with it cuz I

[11:39] like messing around with video a whole

[11:40] bunch. So, I'll show you guys some of

[11:43] that

[11:47] if it closes. There we go.

[11:56] So, like as an example, this was done

[12:00] I want to say three, four months ago.

[12:04] Um, and this was a follow-up to the last

[12:05] video I had shown at Rockstar. So, if

[12:07] you were here for that one, this is a

[12:09] different version of kind of doing the

[12:10] same thing.

[12:24] But using the same GBTs I'm about to

[12:27] give you, if you guys wanted to make a

[12:29] video, you could.

[13:14] Yeah, that's what this is based off of.

[13:19] So,

[13:50] say again.

[13:53] Oh, no. So each one of these is an

[13:55] individual image that was then later

[13:57] animated. But all of the video you're

[14:00] seeing, the rendering, the compositing,

[14:02] the upscaling, and the background music

[14:05] was entirely done by AI.

[14:11] So that was a couple months ago before I

[14:13] started playing with making hyperreal

[14:15] people like this. So that's an example.

[14:19] Um, this one's a little bit more recent.

[14:22] Um, this one was done like right before

[14:24] the holiday.

[14:35] Whenever you're alone, I'll just hold

[14:38] you.

[14:40] I'll do anything you want. I'm not home.

[14:46] You're a little taste of heaven on my

[14:49] tongue.

[14:51] You

[15:01] can't get

[15:34] But again, completely done with AI. Um,

[15:37] everything from front to back on that

[15:39] animation, all of it. Um, using the same

[15:42] prompts and templates that I'm going to

[15:43] give you guys.

[15:45] Question for you.

[15:45] Yeah. on those. How would you modify

[15:48] them to I mean script not withstanding

[15:50] let's say that that first one with all

[15:52] that destruction.

[15:53] Yeah.

[15:53] Could you theoretically modify it for a

[15:55] local business like water damage

[15:56] restoration more destroyed than

[15:59] Oh yeah of course. Yeah.

[16:00] But

[16:02] because that would blow away everything

[16:03] else at the local level.

[16:06] Yeah. So being able to do something

[16:08] cinematic like that at the local level.

[16:09] Absolutely. Um you can do that with some

[16:12] of the um stuff that I have inside the

[16:14] GPTs. Um, so for example, if you plug in

[16:17] a script, it'll go ahead and write the

[16:19] entire thing. You would need to render

[16:20] the image that you're starting from

[16:22] first, you just need that one composite

[16:24] image and then follow the script that

[16:26] the system outputs and then just dump it

[16:28] in your favorite video maker of choice

[16:30] and you'll get probably 85 90% of the

[16:33] way there. Go back and maybe edit once

[16:35] or twice and you're good to go. Um,

[16:37] yeah, absolutely. Um, so

[16:42] um, so I'm taking those and running them

[16:44] through. Um, right now we've got a

[16:46] couple that we're using. I'm using V VIE

[16:49] or a key, sorry, KIE.AI.

[16:52] Um, so we're just pulling based on the

[16:54] type of shot, the uh, type of framing

[16:56] composite. So, it's multiple depending

[16:58] on what the shot style is. Um, like

[17:00] certain ones work better up close, other

[17:02] ones work better with human faces. So,

[17:04] depending if it's a landscape shot or

[17:05] close up, different renderings. Um,

[17:08] we'll pick different models for those

[17:10] different scenarios. I have the AI

[17:12] pretty much trained to be able to figure

[17:13] it out on the fly. So, it picks its own

[17:15] model and then does it.

[17:18] But yeah, so

[17:21] yeah,

[17:21] you mentioned last time.

[17:25] Yeah.

[17:26] Is that the same key?

[17:27] Yeah, key. Yep. Key.AI. Um, it's

[17:31] basically it's open router like you said

[17:33] for video and and images. So, if you

[17:34] don't want to have 50 different

[17:36] subscriptions, just use that. Um, and

[17:39] you can just plug everything in. Um, the

[17:41] system that I'm using obviously to make

[17:43] the videos is vibe coded. Um, a lot of

[17:45] it lives in Air Table, so it'll build

[17:46] itself through Air Table, save all the

[17:48] scenes, and then I can go through and

[17:50] like manually tweak if I need, and then

[17:52] have it bulk publish, generate the

[17:54] audio, compress, and then spit it out.

[18:00] So, that's that. And then if you guys

[18:03] want to go ahead and play with any of

[18:04] that stuff in any format, go for it. Um

[18:08] there's three GPTs at the bottom of it.

[18:10] And then there's a sevenstep framework

[18:12] that we use for all short form videos.

[18:14] So if you're creating any kind of short

[18:15] form video, um whether it's with one of

[18:18] the people that you generate like the

[18:19] examples I've given or you have a custom

[18:23] avatar that you've already done or

[18:24] you're figuring stuff out in Hen, this

[18:26] will actually help you to get it right

[18:27] from a marketing and sales perspective.

[18:29] So, aside from the shiny stuff, the

[18:31] stuff I'll give you, the stuff you're

[18:32] getting on that will actually work.

[18:37] Yo, Dan, you know you owe me money for

[18:38] letting all these people scan that QR

[18:41] code.

[18:42] Got all your data now.

[18:45] Everything.

[18:46] Yeah.

[18:47] Does anybody have any questions,

[18:49] comments, accusations of heresy?

[18:53] Heresy.

[18:54] I've got a comment. I just want to

[18:56] commend you on that first thing because

[18:58] I used to sell on Amazon

[19:03] um as a real form of income and I've

[19:06] been thinking about getting back to that

[19:08] and uh yes, I just wanted to commend you

[19:10] for doing it because

[19:11] Thank you.

[19:12] You did a great job.

[19:13] Thanks. I appreciate it. It was just

[19:15] like I said, I'm only using one API

[19:17] that's ebase. Um the rest is through

[19:19] that little Chrome extension. It goes

[19:21] opens a new tab, looks up the product,

[19:23] scrapes the data, figures it all out,

[19:25] and then it does computations in the

[19:27] back, figures out if it's good or not,

[19:29] if there's enough margin, if there's

[19:30] enough quantity left in the store and

[19:32] Amazon, all that sort of stuff.

[19:34] And it it just does all the viability

[19:36] shopping for me essentially.

[19:38] So

[19:39] yeah, I think I was halfway not hearing

[19:41] you when you first started, right? But

[19:43] did you show them the Amazon auto ship

[19:45] thing you got?

[19:46] Yeah. So guys, right, like please

[19:48] understand, even if you don't do it, put

[19:51] someone in your family to do it.

[19:53] Especially if they're not in this

[19:55] [ __ ] realm. We talk another language,

[19:58] bro. What he's saying is just go babysit

[20:01] this [ __ ] and make some income and that

[20:03] lead them into your world and and more

[20:05] importantly, right, an income. He

[20:07] started the session off showing you a

[20:09] semi-automated way to make side money.

[20:13] How amazing is that? Thank you, Daniel.

[20:15] I didn't know you was going to add that

[20:16] in there. I know you told me you were

[20:18] doing it. Yeah,

[20:18] cuz you just started it. Yeah.

[20:20] And you're already getting sales. That's

[20:22] crazy.

[20:22] Yeah. And again, most of it is like I'm

[20:25] like I said, I'm not babysitting it. I

[20:27] wake up and see if there's any sales I

[20:28] need to push out in the morning, let it

[20:30] run for the day, check at the end of the

[20:32] night.

[20:32] That's it. Like the amount of stuff. And

[20:35] then it's just like answering customer

[20:37] questions, messages, questions about

[20:40] products, spam, any of that stuff. So,

[20:43] did you just pixel all the stuff there?

[20:45] I did not. That is just a straight cut

[20:47] through to Google Docs. Nobody's been

[20:49] pixelled.

[20:50] I'm playing nice this time.

[20:56] Cool. Any questions? Anybody?

[21:00] Guys, give it up for Dan, please.




============================================================
SEO Rockstars 2026: Day 1 - Joe Lau
Video: https://www.youtube.com/watch?v=HN68eAX7yHk
============================================================

[00:04] How's everyone doing? Good.

[00:06] How's this morning section? It was

[00:08] amazing, right? I learned so much.

[00:10] It's been a while since I was uh I'm I'm

[00:12] attended to like a expert kind of event.

[00:14] So, thank you for having me here. So, um

[00:17] today I'm going to tell you some I'm

[00:18] talk to you about something different.

[00:20] It's all about valuation. Let me ask you

[00:23] this question first. Who here is who's

[00:26] the first time here? I am only. Oh,

[00:28] there you go. Who's been here at least

[00:30] three times? Amazing. Five times.

[00:34] That's amazing. Why you guys keep coming

[00:36] back? Is it for the networking? Raise

[00:38] your hand if it's for the networking.

[00:40] Who use it for the knowledge?

[00:43] Who's here to try to make a lot of

[00:44] money?

[00:46] All right. So, that's it. No one here

[00:47] trying to make money on that side. All

[00:49] right. I hope you like to make money

[00:51] because this section is about making

[00:52] money. So what I'm about to show you

[00:54] today is how how do you two to four

[00:57] times your valuation without a single

[00:59] dollar without spending a single dollar

[01:00] on marketing. Who's excited about this?

[01:04] All right, let's do this. So I know your

[01:07] time is precious. I promise not going to

[01:08] waste your time. I'm going try my best

[01:10] to give you the best information I can

[01:12] compounding with 23 years experience of

[01:15] I have into just about 40 minutes. So

[01:17] but I need you to play full out. So for

[01:20] the one at home, if you can type in yes

[01:22] in the chat to play full and just give

[01:24] me 40 minutes, I promise it will worth

[01:26] your time. For the one that's here, can

[01:27] you give me a yes? You play full with

[01:28] me.

[01:29] All right. Thank you for the confidence.

[01:31] So in this presentation, I'm going to

[01:33] give you three things. The first thing

[01:35] is I'm going to show you what your

[01:37] business truly worth today and how do

[01:38] you actually figure it out and calculate

[01:40] it. The second thing I'm promise you is

[01:43] we're going to identify what is going to

[01:45] drive the value of your business so you

[01:47] can two to 4x your valuation when you

[01:49] decide to exit. And the last thing is

[01:52] we're going to figure out an actionable

[01:54] score for you so you can figure out what

[01:56] you need to do to implement to get the

[01:58] needle mover to get that valuation that

[02:00] you dream of.

[02:02] So real quick here there's no tracking.

[02:05] I don't even know how to do that. Uh I

[02:07] just want to take a have you guys take a

[02:09] quick poll here so I can kind of get a

[02:11] gauge on where are we in terms of sizes

[02:14] of your business and um you don't even

[02:17] have there's no optin for that email I

[02:19] just want to see where you are at two

[02:22] question what is your uh any revenue

[02:24] range and the second question is uh if

[02:26] there's an exit timeline that you

[02:28] thought about and I'll have a live poll

[02:30] right here and share with you in a

[02:32] second

[02:34] just two question to All

[02:38] right, let's see here. I got eight

[02:41] responses.

[02:45] Let me know when you're done too so I

[02:47] can check the result.

[02:52] All right, looks like most of you done.

[02:56] Okay, so looks like about might even

[02:59] need my glasses.

[03:01] Okay. About 47% of you do a little bit

[03:04] less than a million a year. About 27% of

[03:08] you do about1 to3 million in revenue.

[03:11] 16% do three or seven. Great job. And

[03:15] about 5% do about 7 million. So amazing.

[03:18] Amazing. And then about uh let's see

[03:22] here 10% want to within exit within 12

[03:25] months. 10% want to exit within 12 to 24

[03:30] and 15% exit in about two two to three

[03:33] years time frame and then wow 63% have

[03:37] no idea

[03:39] I love it this is a good crowd all right

[03:42] so personally I have found multiple

[03:45] companies failed many many times lost

[03:48] millions of dollars and luckily I was

[03:50] able to exit three of the company

[03:52] starting from scratch all the way scale

[03:54] to exit and here are the lessons that I

[03:56] personally have learned. Now, the very

[03:59] first time I exit, let's talk about the

[04:01] cool stuff first, right? To kind of show

[04:03] you what it's look like when you exit uh

[04:05] successfully. The very first time I

[04:07] exit, the first thing I did is I bought

[04:09] my uh uh wife a ring to engage. I bought

[04:12] myself two cars and a house. All right?

[04:14] So, that was in my 20s. And then the

[04:16] lessons I learned from that particular

[04:18] exit is seller finance structure. When

[04:21] you sell your business, most of the time

[04:23] depend on the price. If you sell more

[04:25] than a million, there's a big chance the

[04:27] buyer is going to ask for sell finance,

[04:29] meaning that you're playing bank. They

[04:31] want to, you know, like retain some

[04:33] percentage and then you only get it

[04:34] after a certain amount of time. So

[04:36] that's what happened. The lessons I

[04:37] learned is I did have a lawyer and

[04:40] accountant in that time, but I did not

[04:42] structure the deal properly. So when

[04:45] they default on not paying me, I lost

[04:49] hundreds of thousands of dollars. And

[04:51] not only that, I was stupid enough

[04:53] because I didn't know it was my first

[04:54] exit. I did not know to put in a clause

[04:56] to claim some assets back or personal

[04:59] guarantee like get the business back or

[05:01] takes his house. So he just walked away

[05:04] and still operating the business and

[05:05] just not pay me. So that's my first

[05:08] lessons and the lawyer would not tell

[05:10] you that and accountant will not tell

[05:11] you that. This is just personal

[05:12] experience. It happen all the time in

[05:14] seller finance. So that's my first

[05:16] lesson.

[05:17] Wait, why wouldn't it?

[05:19] Say what? because it's is in the

[05:22] contract when you the way without going

[05:23] into too much detail when you sell a

[05:26] business with seller finance basically

[05:28] what they give you is a personal note

[05:30] and in that notes whatever terms they

[05:32] put in that's what it is so in that

[05:34] terms I did not put in personal

[05:36] guarantee I did not put in what happened

[05:39] if you default right I put in the closet

[05:41] if you default I charge you 10% right

[05:44] that was it but then they can not pay

[05:47] and then you just wait and wait and wait

[05:49] and just to give you a tip. If someone

[05:51] not pay you any money, if they threaten

[05:52] to go bankruptcy, this pretty much done,

[05:55] right? Because the house, the bank, they

[05:57] might have a house, they have a

[05:58] mortgage, those are the first lean,

[06:00] right? So for personal note, usually you

[06:03] got nothing. You're the last in line,

[06:05] right? So that's the first sentence I

[06:06] learned. That cost me hundreds and

[06:08] hundreds of thousands. All right? And

[06:10] there and a cool story to tell. So this

[06:13] is my first exit, first lessons. Don't

[06:15] do that. So the second lessons I learned

[06:18] well on the second exit what it got me

[06:20] is it gave me the choice to really focus

[06:22] on a business that I was so passionate

[06:24] about at the time are multiple things

[06:26] going on right so my second exit allow

[06:28] my allow me the freedom to just hone in

[06:30] on one thing that I'm really passionate

[06:32] about which focus it really is the key

[06:34] to grow anything substantial and the

[06:36] lessons I learned from that business on

[06:38] exit is I ran the business for about 10

[06:41] years make lots of money great but

[06:44] toward the year eight and nine I started

[06:47] to get burnout because it wasn't

[06:49] exciting anymore right it's kind of like

[06:51] everything is great system is in place

[06:53] automated so I saw it at a flatline not

[06:56] dipping just flatline and before that

[06:59] since the first year I have almost

[07:00] double digit and triple digit growth

[07:02] year to year so it's become compounding

[07:05] pretty big but just because the last two

[07:07] years was flatline I got major discount

[07:10] by the by the buyer and and result I

[07:14] lost two multiple. Now, because of NDA,

[07:17] I can tell you exactly what was it, but

[07:19] let me just give you the math. If I was

[07:22] selling at a multiple, whatever that is,

[07:26] and my earning was a million dollar a

[07:27] year, that cost me 2 million just

[07:30] because I was selling flatline. If I

[07:33] would sell it on an uptrend, like let's

[07:35] say two years earlier, or continue

[07:37] maintain a little bit uptrend, I would

[07:38] make at least 2 million more with that

[07:41] hypothetically speaking. So, that's the

[07:43] lessons. Do not sell a flatline. Don't

[07:45] do that. So, last lessons I learned um

[07:49] from my last exit is um

[07:53] it's pretty cool. So, I was able to

[07:55] retire my wife fully and then I was able

[07:58] to move to for Miami and then put my

[08:00] kids private school, not work for many

[08:03] years and just truly find a passion

[08:06] project and I become investor and that's

[08:08] what I love to do and helping company to

[08:10] exit. So allow me that lifestyle choice

[08:12] and but that's also a lesson to learn.

[08:14] You would think like after exit two

[08:16] times, right? You got to be good at it.

[08:18] No,

[08:20] I mean I don't know why I didn't learn.

[08:22] Just so much going on. So what happened

[08:24] on the last exit is

[08:31] I did not sell on the flat line. I sell

[08:32] an uptrend, right? I structured it

[08:34] really well and this time was a cash buy

[08:36] and what it was what I left on the table

[08:38] was a little bit on the timing at that

[08:41] time the industry was getting hot and I

[08:45] made a personal choice that okay my

[08:46] business was designed to exit but I

[08:48] didn't ex I didn't exit in the best

[08:51] timing could be chances chances are you

[08:53] cannot time the timing but I did not

[08:55] exit because the business was ready I

[08:57] exit because I was ready I I was done

[09:00] you know for personal reason I was done

[09:02] so that left three eggs on the table.

[09:05] Remember that three eggs times the

[09:07] earning. So again, if that business was

[09:09] doing $2 million now, the six

[09:12] threex more.

[09:13] Yeah. Well, three three times more. So

[09:15] three three eggs more.

[09:16] Yep. Going on up trend. I mean many many

[09:19] reason for that but that was how much it

[09:21] cost me. So as you can see these lessons

[09:24] here is costly. It's very expensive.

[09:27] Wait that didn't cost you make more.

[09:30] I did not. I could have make more but I

[09:32] sell it right before

[09:35] I sell it when I was ready not when the

[09:38] business fully ready. All right. So

[09:40] that's what happened. So as you can see

[09:42] it if you have a chance to exit these

[09:44] are lessons just right off the bat. And

[09:46] there are many more I'm sure I'm going

[09:47] to make again mistake exit number four

[09:49] and five and six. It's just so much

[09:51] going on exit that your lawyer will not

[09:54] tell you. They might not even know. Your

[09:56] content would not know. Like it's just

[09:58] one of those things that you have to

[10:01] look out for this kind of thing for

[10:02] yourself.

[10:04] So when is the right time to sell? All

[10:07] right. The right time to the wrong time

[10:09] to sell for sure is when the owner is

[10:11] ready, which is kind of like my last

[10:13] couple exit, right? When you are

[10:16] yourself is ready to sell, chances are

[10:18] you're either tired, done, or burn out.

[10:21] Have anyone of you felt that way before

[10:23] when you run a business? Bad time to

[10:25] sell. Don't do that. talk to someone.

[10:27] Like seriously, you need a therapist,

[10:29] right? This is the worst time to sell

[10:30] because when you do that, what happen is

[10:33] the buyer will see it. They'll

[10:35] understand. They look at the number. You

[10:36] cannot lie about it. You get low

[10:38] valuation. And not only that, it will be

[10:40] a heavy earnout. What heavy earnout

[10:42] meaning that they they're going to

[10:44] structure it to a way that they're going

[10:46] to protect themsel. So you're going to

[10:47] get a little money up front and you have

[10:49] so much on earnout. Meaning that oh, if

[10:51] your business is doing let's say a

[10:52] million, they're like, okay, I need

[10:54] proof for two years in a row. someone

[10:56] pay you the last x amount of percentage

[10:58] why when the business truly do that. So

[11:01] that's what earn mean and you also have

[11:04] limited buying interest meaning no

[11:05] bidding war. Who here have sold a house

[11:07] before

[11:09] is the best time to sell a house when

[11:12] the market is hot. When's the best how

[11:13] do you get the best price? We have

[11:15] multiple bidder right business exactly

[11:17] the same thing. So if you sell it

[11:19] because you are ready not because the

[11:21] business ready no good. So obviously

[11:26] when you want to sell is when the

[11:27] business is ready. What does it mean

[11:29] ready? This could take like months to

[11:31] talk about it. But I only have 40

[11:32] minutes so I'm going to be quick.

[11:33] Ideally is in a growing trend like

[11:35] uptrend right and you have a very clean

[11:38] uh financial is auditable like audible

[11:41] ready literally right the three level of

[11:44] your bookkeeping is the first you have a

[11:46] bookkeeping. So you have some kind of

[11:48] organization of your finances. The

[11:50] second level is you have a CPA that you

[11:52] know put a stem on it. I I verified this

[11:54] is good. The last level is audit. So you

[11:56] hear a lot of IPA like you know you hear

[11:57] a lot of like public trade company they

[11:59] audit it. That's what it is. That's the

[12:01] highest level. But when your company is

[12:03] being audited here's a little secret.

[12:06] When your company is being audit and

[12:08] your book can prove it you're no longer

[12:10] selling on trilling 12 months. You're

[12:13] selling a forward 12 months. So if you

[12:16] can prove yourself that let's say for

[12:17] example let's say you run a really good

[12:20] business for the past three years you

[12:21] have your book being audited by some

[12:23] accountant firm right they put a stamp

[12:25] on it and you can prove that I can

[12:27] predict my business grow every year by

[12:29] 20%. So when you the year that you sell

[12:32] it, usually for most businesses they

[12:34] look at the last 12 months how much you

[12:35] make. But if you can prove that other

[12:38] and the predictability of the growth

[12:40] instead of selling at the last 12 months

[12:42] you sell 20% more because now oh this

[12:45] business is so good your prediction is

[12:47] accurate. So do the math. If you have a

[12:51] you have if you have a business doing a

[12:53] million dollar net profit a year, you

[12:55] sell it at four multiple, right?

[12:58] Normally is $4 million. But if you have

[13:01] the track record of predicting 20%

[13:02] growth, now all of a sudden you're

[13:05] selling you're selling under $1.2

[13:07] million times four. Now you're selling

[13:09] almost $5 million. You just make a

[13:11] million dollar extra doing absolutely

[13:13] nothing but prepare for the exit and pay

[13:16] for the audit.

[13:18] Who would like to do that? spend five to

[13:19] 10 grand a year to order and make a

[13:21] million dollar more.

[13:23] We all love that. So therefore, you get

[13:26] premium prices and you have multiple

[13:29] bidder, right? Some industry is super

[13:31] hot. Like you'd be amazed how crazy it

[13:34] is. So Brian and I have some adventure

[13:35] together. We're getting into the mass

[13:37] spa space. Mass spa right now is selling

[13:39] at eight multiple eight.

[13:45] Isn't it insane? So they are is selling

[13:48] is no joke the money is absolutely there

[13:52] and depend on what industry you are and

[13:54] agency as well. So we'll talk about how

[13:56] to get you to that four to you know two

[13:58] to 4x extra.

[14:04] So don't sell when you're ready sell

[14:06] when your business is ready. So let's

[14:08] talk about how valuation actually work.

[14:11] It's actually a very simple thing. All

[14:12] is a private equity. All is a money guy

[14:14] trying to scare you. It's actually very

[14:16] simple math. Your valuation is equal to

[14:18] your earnings which is a fancy word for

[14:20] net profit times the multiple. So

[14:25] earnings and multiples is there's so

[14:28] many thing is going to affect those two

[14:29] factor right some are controllable some

[14:32] are not controllable. Today we're only

[14:34] going to talk about the thing that you

[14:35] can actually control. I'mma I'm gonna

[14:37] briefly mention what you can control and

[14:40] what you cannot control so you don't

[14:41] waste your time and Julian want to think

[14:42] that damn why do I not have that and the

[14:44] other guy have it because I personally

[14:46] knew someone that were chasing multiple

[14:48] it cost him a divorce because it took

[14:51] three years at the end he make $15

[14:54] million more but then the whole family

[14:56] like like gone it's it's a roller

[14:58] coaster when you start a business so

[15:00] let's talk about what can you control so

[15:05] again I only have about 40 minutes.

[15:06] These are the thing you can do to affect

[15:11] on the earnings and the multiples.

[15:14] There's about 11 things you can do to

[15:16] change earnings which which mean

[15:18] increase your profit margin. We're all

[15:19] business owner here. You know there's a

[15:21] lot you can do. This will be actually

[15:23] sums up to this 11 category. The other

[15:26] 15 is on the multiple side. As you can

[15:28] see at the multiple side has a lot more

[15:30] thing can do and usually on the multiple

[15:32] side a lot of them is not so much of

[15:35] work it's planning the right way.

[15:40] So take a shot of that and then we're

[15:41] going to talk about what really going to

[15:43] give you the biggest needle mover

[15:45] without spending a lot of money.

[15:52] So who here know the term SD? There you

[15:55] go. Right? Mike should know Mike, right?

[15:57] We talked about it the other day. So SD

[15:59] is stand for seller discretion earning.

[16:02] There's only two analogy when it comes

[16:04] to like selling. Seller discretion

[16:06] earning meaning that you still operating

[16:09] the business. The business still need

[16:10] you. You're the boss. You're the man,

[16:12] right? Everybody look up to you.

[16:13] Everybody come to you ask for

[16:15] information. You are the expert. And

[16:17] this is what multiple you're going to

[16:18] get. If you are running a business that

[16:21] you are the one the decision maker and

[16:25] everything rely on you you will sell in

[16:28] about two to 3x on the multiple

[16:32] then there's another level it's called

[16:34] IBIDA

[16:36] earning before interest tax depreciation

[16:39] and mortization those are the prof what

[16:41] that mean is you your business is

[16:43] professionally managed when your

[16:46] business is professionally managed it

[16:47] could be the exact same business. The

[16:49] only difference is are you the key man

[16:51] or is the business professionally

[16:53] managed? If your business is

[16:55] professionally managed for the exact

[16:56] same business, you can sell anywhere

[16:58] between four to eight multiple.

[17:02] So again, if your bottom line is a

[17:04] million dollar, if your SD exit is about

[17:09] two to three million, if you turn it to

[17:12] professional management, you can sell

[17:14] for about four to eight. Now my mentor

[17:17] always said to me extra million every

[17:19] million helps right?

[17:22] So here's a real life example.

[17:25] If you run uh ASIS agency with SDA,

[17:28] let's say your earnings half a million

[17:30] dollar two to three multiple you sell

[17:31] between one to 1.5 million that's

[17:34] awesome you know it's still awesome it's

[17:35] great but if you spend let's just say

[17:39] it's not free right we all know you hire

[17:41] people there's expense I call investment

[17:43] turn it to professional management you

[17:45] have a professional manager managing for

[17:47] you let's say cost you a third of what

[17:49] you usually make look at the multiple

[17:51] with $350,000 exact same business you

[17:54] pay 150k Okay, for professionally

[17:56] managed, right? You sell for 4 to 6x,

[17:59] you end up selling for 1.4 to $2.1

[18:02] million.

[18:07] That's extra 400 to1 $1.1 million. Is it

[18:11] worth your is it worth it? You spend

[18:12] 150k to make either 400k or $1.1

[18:15] million. Is it is who who's happy with

[18:17] this return if it's investment?

[18:20] That's the power on turning the to. And

[18:23] that's what we're here to talk about

[18:24] today. That's the biggest needle mover

[18:26] without changing anything about your

[18:28] business in terms of like what who you

[18:30] serve, how much you charge, right? You

[18:32] literally just have to have someone

[18:34] professional manager for you. So buyer

[18:37] if you understand what is behind a

[18:40] buyer's mind and I learned it from the

[18:41] hot lessons, right? I sold three

[18:43] business owned

[18:46] more than hundreds or hundreds of

[18:47] businesses as an investor. This is what

[18:49] two things is only really care when it

[18:51] comes down to is ROI. They only care if

[18:56] I buy this thing, how much money would I

[18:59] make? That's it, right? And the next

[19:02] thing they wouldn't care is the risk.

[19:06] How likely is this not work based on the

[19:08] number you show me? And this is very

[19:10] important. They look at not work. They

[19:13] assume the worst. They don't they will

[19:15] never assume, oh, what if it's working?

[19:17] That's not how investor or buyer thinks.

[19:20] They think what if it's not working. You

[19:22] heard the term risk management, right?

[19:24] If you talk to private equity firm, they

[19:25] literally have a department. People make

[19:27] millions just to do risk management,

[19:30] right? And this is the guy you go up

[19:31] against when you sell your business.

[19:33] They want to make sure that what are the

[19:35] risk? Can you minimize it? So the key

[19:39] for our job is two thing. We want to

[19:41] make sure the ROI is clean and clear so

[19:44] they can understand it and we want to

[19:46] minimize the risk so they can feel good

[19:47] about it. Right?

[19:50] So there are four things you can do

[19:52] right away to make sure that happen. The

[19:54] first thing is earnings quality. What's

[19:57] earnings quality? Meaning that how clean

[20:00] your book is. Who here want because of

[20:03] tax purposes you want to save some money

[20:04] on tax that you put your vacation on

[20:06] your book. You put your lease of the car

[20:09] on the book. Maybe sometimes your meal

[20:11] on the book sometimes whatever whatever

[20:14] you want to put on the boat that you

[20:15] know you shouldn't right but I do the

[20:17] same thing all the time for the longest

[20:19] time and that is not clean earning you

[20:22] actually hurting yourself down the aisle

[20:24] because let's say for example u you know

[20:26] how like you saw a lot of Tik Tok video

[20:27] they say oh you buy a $6,000 pound I

[20:30] mean 6,000 pound car like the G Wagon

[20:32] you can write off the tax I don't know

[20:34] the extra payment maybe it's two grand a

[20:36] month so a year you what you write off

[20:38] $24,000 That $24 that $24,000 that you

[20:42] save because of tax purposes. If you

[20:45] exit, that's four times. It's worth 100

[20:46] grand. So do the math. Is it worth it? I

[20:50] don't know. So earning quality is about

[20:53] clean. Everything has a reason for the

[20:56] business, not for you. That's what

[20:58] earning quality mean. Second thing is

[21:00] only dependency. Only dependency like

[21:02] like you said, if you walked away for 30

[21:05] days, is the business still going to run

[21:06] or is it going to collapse? Is it going

[21:08] to grow or is it going to stay flat?

[21:10] That's what owner dependency is and you

[21:13] don't want to have that. And the third

[21:14] thing is revenue quality. Revenue

[21:16] revenue quality is just what a fancy

[21:18] words about predictability. How

[21:21] predictable your earning is. Is it

[21:24] oneoff project majority of the income or

[21:27] is it recurring? Right? Can the buyer

[21:29] buy it and figure out oh in the next

[21:31] three years I can predict this income is

[21:33] going to come and why is that? So your

[21:36] your risk is uh have a profile on that.

[21:39] We're going to go deep on the revenue

[21:41] quad and how do we fix that. The last

[21:43] but not least is system and data system

[21:46] kind of like what we talked about like

[21:47] Dan so brilliantly have the whole AI

[21:49] system to automatically done like retail

[21:52] arbitrage that system in place right

[21:54] with AI with all the software is really

[21:56] easy to create system to train your

[21:58] staff to sure make sure that everything

[22:00] is off your head on paper. So when the

[22:03] buyer buy it, they know that okay, I

[22:04] don't need you anymore. The system is in

[22:06] place. And data really just mean that

[22:09] how clean is all the contract in place.

[22:11] You know, you have client, you have

[22:12] vendor, you may be white labeling

[22:13] somebody, right? So how clean your

[22:15] contract is? Are they all documented

[22:17] clearly transferable to the new buyer?

[22:20] That's what they mean on system and

[22:21] data.

[22:23] So we're going to talk about earning

[22:25] right now.

[22:27] So earning the mistake for earning we

[22:29] kind of briefly mentioned is the tax

[22:31] optimizer right if you are the owner

[22:34] you're the most important person in the

[22:35] world you most likely optimize earning

[22:38] based on tax saving right and that's a

[22:42] mistake and the quick win mean for that

[22:44] is you want to quickly figure out like

[22:46] remove those things and not only that

[22:49] you want to pay yourself a salary that

[22:51] is not you know how like okay I done it

[22:53] before for years my accountant asked me

[22:55] like oh how much you want to pay

[22:56] yourself. I'm like, what are my options?

[22:58] They're like, well, if you pay yourself

[23:00] a lot of money, you got to pay a lot of

[23:02] social security tax. But if you pay

[23:04] yourself minimum, you can take the

[23:05] distribution, you pay lower tax, right?

[23:08] So, that's what I mean. But the buyer

[23:10] want to see is like, no, how much is you

[23:13] really going to pay the market rate,

[23:14] right? When you go to Indeed, how much

[23:16] is it cost going to hire a campaign

[23:18] manager? Right? That's what they want to

[23:19] care. That's the market rate I'm talking

[23:21] about. So when you do that the buyer the

[23:24] buyer say okay now the book you're

[23:26] earning is truly representing the

[23:29] business not what you want to save right

[23:32] they don't care about your tax saving

[23:33] they care about how much they going to

[23:35] make so that's the tip about earning

[23:38] quality

[23:40] second thing is about owner dependency

[23:43] so I love to go camping with my kids so

[23:45] I call this the tax right so if you gone

[23:49] away for 30 days what breaks Let's be

[23:51] honest, something is going to break,

[23:53] right? What is going to break? Three

[23:55] things you want to look out for. New

[23:57] sales. When the new client comes in, are

[23:59] you the one that closed the deal? Let's

[24:01] be honest here. Who? Raise your hand.

[24:02] Who who closed the new client deal here?

[24:05] There you go. That's the first thing you

[24:07] want to look into. Second thing,

[24:09] strategy. Okay. When when Google have a

[24:12] new update, right? Well, like Ted was

[24:14] talking about, right? When Google have a

[24:15] new update, who made the decision to

[24:18] pivot and figure out what to change?

[24:20] Raise your hand if you're the one that

[24:22] making the decision.

[24:24] There you go. This one you look out for.

[24:26] The last thing is the relationship. Who

[24:29] here served the the big client with a

[24:31] monthly meeting, weekly meeting? Is your

[24:33] staff doing it or are you doing it?

[24:35] Who's doing it here right now yourself?

[24:38] There you go. So these are the thing

[24:40] that shows you that you have a owner

[24:42] dependency risk and the buyer don't like

[24:44] that. So what you want to do to fix that

[24:47] is same thing as the earning. You put a

[24:50] market rate uh manager on the book to

[24:53] make sure that that person can handle at

[24:55] least 80% of what you're doing. You can

[24:57] still make decision you know to de-risk

[24:59] a little bit as much as possible but you

[25:01] definitely want to have that layer and

[25:03] then same that the person need to be

[25:05] going on do most of the day-to-day

[25:07] communication so that when the buyer

[25:09] look at you they're like okay if I look

[25:11] at your calendar you're not like 247

[25:13] running this thing

[25:15] the last thing we want to do is document

[25:17] your process and also decision making

[25:20] now so we all here have SOP right a lot

[25:22] of you you know great SEO have a lot of

[25:24] technician you documented your process

[25:26] what When was the last time you document

[25:28] how you make decision,

[25:33] right? I I've never done that for the

[25:35] first 10 years of my life. I when I

[25:37] first heard my mentors, I'm like, what?

[25:38] You need to document how you make

[25:40] decision. How do you do that? But funny

[25:42] thing is documenting how you make

[25:43] decision is a lot easier than you think.

[25:46] Trust me, next time when you make a

[25:48] decision, just say out loud and record

[25:50] it and have AI analyze it. You'll see

[25:52] the pattern. like you do it 10 times you

[25:54] find out oh that's how Brian make

[25:56] decision that's how I might make

[25:57] decision and therefore you can train

[25:59] your staff this is how I make decision

[26:03] the next you want to talk about is

[26:04] revenue quality now the key factor about

[26:07] revenue quality is you want more on the

[26:10] retainer versus project this feels like

[26:13] a no-brainer but sometime it's a lot

[26:15] harder than execute than you think but

[26:16] it's actually a lot easier to ask than

[26:18] you think sometime you just have to ask

[26:20] right I know a lot of people that you

[26:22] know one great agency to see don't who

[26:24] who here has that retainer with client

[26:26] versus oneup project. Is it hard to do?

[26:29] You just have to do more of those.

[26:33] And second thing is client

[26:34] diversification. You don't want to have

[26:36] any single client that is claiming 15 to

[26:39] 20% of your revenue because if they're

[26:43] gone or suddenly like of the business no

[26:45] good or the sudden want to take over

[26:47] they you want to shut down the business

[26:48] 20% of your revenue is gone. So, who

[26:51] here have a client like that? A big

[26:52] client. There you go.

[26:54] I got a big issue.

[26:55] There you go. There you go. So, these

[26:58] are real. These are real. And the last

[27:00] thing is the term and stickiness. Now,

[27:03] while now that you have some uh like a

[27:07] retainer client or maybe in contract,

[27:09] not just on project base. What you want

[27:10] to do is see if you can increase the

[27:12] length of it. Even though if you have to

[27:14] give them a little sweetener like for a

[27:16] little freebie on it, you know, give

[27:18] them a little bit discount because when

[27:20] you plan to sell, that looks good on

[27:23] paper and that increase your multiple.

[27:25] Remember, selling is a long game, right?

[27:28] If you tell me, Joe, I want to sell in

[27:30] three months and you come to me, the

[27:31] only thing I can tell you is like, good

[27:34] luck. It is a process. Usually a good

[27:37] time to plan an exit is about about 24

[27:41] to 36 months. then you can really do a

[27:43] whole bunch of thing as I show in a few

[27:45] slide but there's 26 things you can do

[27:48] to increase the valuation and if this is

[27:50] the only business and after that you

[27:52] just like sail to the sunset move to the

[27:54] beach this is your last big act right so

[27:56] take advantage on that don't go to waste

[28:00] so the quick win is talk to your next

[28:02] big three take talk to your uh big three

[28:04] client and ask them either for from

[28:07] project base to retainer if you're

[28:09] already on retainer see if you can work

[28:10] out a deal that instead of 12 months do

[28:12] 24 months just ask right if they say no

[28:16] then the perfect thing I love to say

[28:19] sometime is what can I do to make it a

[28:22] yes you'd be amazed they would tell you

[28:27] all right last but not least the fourth

[28:29] level system and data now when it come

[28:32] to system and data how many of you like

[28:35] document everything that you do on paper

[28:37] or have a system in place or is this

[28:39] still is it still in your

[28:42] There you go.

[28:43] All right. You got to document it, man.

[28:44] You got to document it. So, the quick

[28:48] way to do is just start with the one

[28:50] pager. Look at your calendar on the next

[28:53] 14 days. Look at what you actually spend

[28:55] time doing on and just pick one small

[28:57] area and just start documenting that one

[28:59] test at a time. Right? Again, this is a

[29:01] process. If you if you're a jack of all

[29:03] tra for a long time and you're running

[29:05] mostly everything and just you know have

[29:07] a few contractor this process might take

[29:09] longer but once you're done you're done.

[29:11] And the beautiful thing is when you're

[29:13] done with this process you'll find that

[29:15] the quality of your work increase as

[29:17] well. The output is much better and you

[29:20] will absolutely find way to trim down

[29:22] the steps so you'll be more effective.

[29:24] Just give it a try.

[29:26] And also tip number two is every week

[29:29] you want to look at these five things on

[29:32] a metrics that you can actually follow,

[29:34] right? How you run the agency like your

[29:37] uh MLR, right? And then your your net

[29:39] profit, your new client coming in and so

[29:42] forth and your turn rate. These are the

[29:44] things that what you should be looking

[29:46] at on a weekly or monthly basis.

[29:49] Now what I want to do right now, what I

[29:51] say before this is a very interactive

[29:54] opportunity. So we can do a quick um

[29:57] survey kind of self assessment so you

[29:59] can see where you're at right now. Are

[30:01] you all ready?

[30:02] All right. So I'll we will be four

[30:06] question one question per each area and

[30:08] then you just have to rate yourself from

[30:10] zero to three. Zero is is not true the

[30:14] statement and then uh three is

[30:16] absolutely true 100% true all time. So

[30:19] ready to go everybody someone you can

[30:21] take on not looks on that.

[30:24] So the first question is about earnings.

[30:27] How confident are you from 0 to three

[30:30] that your financial is clean? You

[30:33] separate from your se personal spending.

[30:35] You clearly profitable and that you show

[30:39] a healthy three years uptrend and that

[30:42] when a buyer look at it they can

[30:44] understand within 24 hours not 24

[30:47] months. So just rate yourself from zero

[30:48] to three and let me know when you're

[30:50] done with this question.

[30:55] Are we all good?

[30:56] All right. So, question number two, only

[30:59] dependency. If you step away for 90

[31:01] days, right, which with your current

[31:04] with your current team right now, not

[31:06] your new team that you're thinking about

[31:07] doing, right? Implementation, right?

[31:10] It's current stage with your current

[31:12] chart relationship that you have with

[31:14] your vendor, key relationship with your

[31:17] big client, all those things, right? How

[31:19] confident are you that your revenue and

[31:21] operation was still running without you?

[31:25] Zero, no confident. Three, 100%

[31:28] confidence.

[31:30] Everybody good?

[31:33] Question number three, revenue quality.

[31:35] How confident are you that your revenue

[31:37] is diversified across clients? So no

[31:40] concentration risk more than 15 to 20%

[31:42] per each client and that most of your

[31:45] work is repeated and contract based not

[31:48] one project and everything is well

[31:50] tracked repeatable and no one is

[31:54] depending on the single source lease.

[31:56] How confident are you on that?

[32:00] All right

[32:01] we will have a rating at the end. So

[32:03] make sure you take your score. We ready

[32:05] to go on that?

[32:07] All right, last one. How confident are

[32:10] you that your process are documented

[32:13] your key legal and financial document

[32:15] are organized and you can quickly

[32:17] assemble a buy a packet and then you

[32:20] have a plan for exit.

[32:24] All right, fun story for this particular

[32:26] piece. So about um 24 months ago I was

[32:30] doing a deal that we're going to buy

[32:31] this uh e-com we're going to buy

[32:34] e-commerce business actually only sell

[32:36] online and then I was simultaneously

[32:38] going to buy uh also e-commerce not

[32:40] e-commerce business but a product

[32:42] business in the exact same niche but

[32:43] they don't sell they don't sell online

[32:45] but they have all the distribution

[32:47] channel right so when one deal is about

[32:50] to combine in the other deal what my

[32:52] thought was okay great if I buy the guy

[32:54] that only sell online and I buy the guy

[32:56] to sell offline. When I combine that, I

[32:58] literally just double this business and

[33:00] double this business, right? The plan

[33:02] was supposed to work until until we

[33:06] spend six months in due diligence, tens

[33:09] of thousand dollars on lawyers fee and

[33:11] then we find out one thing from the guy

[33:14] that have the distribution channel. It

[33:17] turns out that he has a partner of his

[33:21] business. And not only that, that

[33:23] partner, he owed that partner millions

[33:26] of dollars.

[33:27] And he was going to restructure this

[33:29] business to kick that partner out

[33:32] silently and sell me that business.

[33:36] And I did not find out because the data

[33:39] room wasn't cleaning up. We had to dig

[33:41] and dig and dig and dig. He buried that

[33:44] document. So good day. I had a pretty

[33:46] good lawyer and I'm pretty thorough

[33:47] myself. And we find a document. We're

[33:49] like, "Wait a minute. You have a

[33:50] partner?" They're like, "Oh yeah, I kind

[33:53] of forgot the mansion." Like, "Is it is

[33:56] it is it clean? You guys own 50/50?"

[34:00] "No, he's 60." Like, "Huh? Can we talk

[34:04] to him?" "No, he's already, you know,

[34:07] like living somewhere else. We're not in

[34:08] contact." I'm like, "Okay, why is that?"

[34:10] Like, "Well, it's personal reason." Da

[34:12] da da da da. I was like, "Okay, let's

[34:14] look into it more." Then we ask him like

[34:16] do do you owe him is it clean? Do you

[34:18] owe him money? Oh yeah, we owe him about

[34:21] 5 mil.

[34:23] The deal of course fell through, right?

[34:25] And that cost a lot of time. So if you

[34:27] don't want that to happen, be honest up

[34:30] front. Organize all your legal document

[34:32] in place. So that's a little side story.

[34:34] So ready on this one. All right. So

[34:37] let's see the score now. If you have any

[34:39] from one of those area if you have any

[34:42] area that score zero to one that in the

[34:47] buyer's eyes it mean that okay this

[34:49] business is risky it's not an asset and

[34:52] the result is you can get low multiple

[34:54] high earn out and there even no offer

[34:58] all right so if you have any area that

[35:01] is a yellow meaning that is you get a

[35:05] two right you get a two and then the

[35:07] buyer will think okay this is a decent

[35:08] isn't enough business there may some big

[35:10] risk to do I will take a discount on

[35:12] that because it's h work to do but it

[35:14] may be worth the risk when that happen

[35:16] what that mean is you're going to have

[35:18] some cash up front and then you're going

[35:20] to have a whole bunch of string attached

[35:23] who wants a cash offer

[35:26] I want a lot of money up front right but

[35:29] if you have any tools they will have

[35:31] legitimate reasons say okay I'm not

[35:32] gonna pay you all that because I don't

[35:34] believe 100% I believe you enough but I

[35:36] gota trust by verify let's do uh three

[35:38] years, five years seller finance on 50%.

[35:42] And then you just like hope banking they

[35:43] don't mess it up.

[35:45] Last but not least, if you are mostly in

[35:47] green, congratulation. They're going to

[35:49] pay premium price for that. The what you

[35:52] want to do by that time is you want to

[35:54] figure out how to put yourself in a

[35:55] position that will be like breeding

[35:57] frenzy, right? That's called strategic

[35:59] buying, right? So you can like one guy

[36:01] beat on this, one guy beat on this and

[36:02] keep on going to happen. is it's amazing

[36:04] when that happen is it's it's just very

[36:07] fulfilling like damn right it's really

[36:09] cool it's kind of like selling your

[36:10] house if like your agent tells you we

[36:12] get another offer we get another offer

[36:14] but this in the in the business usually

[36:16] in the millions level very fun

[36:20] so

[36:22] from my experience after looking at

[36:23] hundreds of businesses these are the

[36:26] common area that a seven figure agency

[36:28] bleeding on the quality and the earning

[36:31] quality usually

[36:33] people scored around two to three and

[36:35] what that mean is they have some tax

[36:37] write off right they optimize the book

[36:39] based on saving and then the bias see is

[36:42] not clean so on the owner dependency

[36:45] level unfortunately I've been there for

[36:47] many many times zero to one you're the

[36:50] key man risk that's one of the biggest

[36:53] common challenge for agency people

[36:55] because we all start as almost like a

[36:57] technician we are really good at

[36:58] something and we start doing thing and

[37:00] we know we are the one to do this and

[37:03] then we have a hard time letting go of

[37:04] power. Now, not that you can let go 100%

[37:06] but chances are my bet is 60 to 70% of

[37:10] your work could absolutely document and

[37:11] repeat by someone else to do it for you,

[37:13] right? So, usually people score a little

[37:15] bit lower on that side. And revenue

[37:17] quality, again,

[37:20] key factor, you know, when you have a

[37:21] whale client, it's like celebration

[37:23] time, right? It's awesome. This guy, you

[37:25] know, pay me like 20% of my revenue.

[37:27] Like, hallelujah. But when you're

[37:28] selling it, the buyer is like, "Uh,

[37:30] that's not what I want." Because if that

[37:32] guy's left, I just lost 20% of what I

[37:34] pay you. Last but not least, um,

[37:37] document. Usually it's is afterthought.

[37:39] You create a system, you're running it

[37:41] for a whole year, two year, three years,

[37:43] it's still in your head because you

[37:44] still try to improve it and you tell

[37:46] yourself, you might be telling yourself,

[37:48] one day when I perfect this system, I'm

[37:50] going to put on a paper. Well, for

[37:51] example, if you are doing only SEO, you

[37:54] know, like that system will never be

[37:55] perfect because Google keep messing you

[37:57] up, right? So, you got to put something

[37:59] on the paper and start going and

[38:00] changing it.

[38:02] So, the create the real risk here is uh

[38:05] the buyer don't believe your story. The

[38:07] buyer look at your your your earning,

[38:09] they they don't believe it. And they

[38:11] look at your risk, they don't believe

[38:12] this is a safe business. And that's how

[38:14] you get discount and low offer. And

[38:17] again, if you think about it, if you are

[38:19] selling because you're ready, I've been

[38:22] there. You're gonna want you're gonna

[38:23] take the offer, which sucks. So, only

[38:26] sell when the business is ready, not

[38:28] when you're ready.

[38:31] So, here's a quick fix, right? When we

[38:32] did the survey, uh, we pretty much like

[38:35] break out pretty 30 30 on different

[38:37] sector. So, if you're running a 1 to3

[38:39] million agency, u, meaning on the

[38:41] revenue, these are the quick fix. You

[38:43] probably have some foundational fix is

[38:45] you want to clean boat separate your

[38:47] personal expenses and you want to make

[38:50] sure that you know you you can

[38:53] structure your business so point that

[38:54] you cons consistently showing uptrend

[38:56] for three years and then you want to

[38:59] start uh reducing that you are the one

[39:01] that doing everything. So that's the

[39:04] needle mover for agency that size. For a

[39:07] $37 million agency, chances are you want

[39:10] to start de-risking and start scaling by

[39:13] not having a concentration of one client

[39:15] that more than 15 to 20% of your

[39:16] revenue. And then you want to move to a

[39:18] longerterm retainer and you want to

[39:20] build a real relationship with layer

[39:22] meaning that you want to have a have a a

[39:24] manager in between and start introducing

[39:26] those relationship to it. Right?

[39:29] And last but not least, you kind of want

[39:30] to tighten up what a buyer ready mean.

[39:33] Start working a plan out that you know

[39:35] whether you want to really exit or not,

[39:37] but it's all unbiased. Um, have you

[39:39] heard he heard about this little company

[39:41] called IBM?

[39:43] IBM founder has famously said it. The

[39:45] reason IBM is so successful since day

[39:47] one, he envisioned the exit of IBM. But

[39:50] we all know IBM was never exit. It just

[39:53] went publicly. Trey, right? So when you

[39:56] build a when you build a business from

[39:58] the end to the front like that way

[40:01] backward you starting to see things much

[40:03] differently and you start envisioning

[40:05] things are much bigger. So last but not

[40:08] least, the one that doing seven plus

[40:10] what you really want to do, you're doing

[40:11] a lot of things great already. You want

[40:12] to start to anything the idea that

[40:14] instead of just having a CPA having an

[40:17] auditor and start auditing your book

[40:19] again, we talk about instead of selling

[40:21] from trailing 12 months, you're selling

[40:23] a forward 12 months and get yourself the

[40:25] extra 20 30%. just by paying for the

[40:27] audit.

[40:29] And then you can also um put in layers

[40:32] and understanding that you need to

[40:34] position yourself whether it's a

[40:37] strategic buy or roll up something that

[40:39] instead of just selling to a n a next

[40:42] guy that want to buy a job, you want to

[40:43] start planning that who are you want to

[40:45] sell it to, right?

[40:48] And last but not least, I want to kind

[40:49] of just uh inspire you this idea. This

[40:52] is how the um the valuation go with the

[40:55] with the private equity in the real

[40:57] world when you go public trade, right?

[40:59] If you are SDE doing under $2 million on

[41:03] net profit and $10 million in sales,

[41:05] you're roughly trading about two and a

[41:07] half eggs after earning. If you turn it

[41:11] to IBIDA, a professional management, you

[41:13] will trade about four to five 4.5

[41:15] roughly. That's the average. Now look at

[41:17] the next number. Who want to sell with a

[41:20] 15x

[41:22] 15?

[41:23] So if you have a business doing a

[41:25] million and that instead of selling for

[41:26] 4.5 you sell 15 million. Is it exciting

[41:30] that when that happened there's only one

[41:32] thing from IBIDA to that level is the

[41:35] size of the business as you can see it

[41:38] you're already professionally managed

[41:40] right the only difference is the size

[41:42] instead of doing under $2 million IBIDA

[41:44] you're doing above $2 million IDA and

[41:46] let me just kind of throw little hints

[41:47] out there the fastest way to get from

[41:51] IBIDA to the next level to double digit

[41:53] exit is something called the roll up who

[41:56] here have heard roll up before. All

[42:00] right. So, I'm just do it real quick.

[42:01] What roll up really mean is like for

[42:03] agency wise, right? Let's have uh four

[42:07] of our agency that is running at under

[42:10] IBIDA professionally managed doing half

[42:12] a million dollar IBIDA. Let's combine

[42:14] them and sell it together.

[42:16] Because of that, you each not only

[42:20] selling not at 4.5, you could be selling

[42:24] in double digit just because you join

[42:26] force under one umbrella. Look how many

[42:29] agencies here in this room.

[42:32] Can you see a roll up happening? That's

[42:35] how you get to the big buck without

[42:36] doing fundamentally something change

[42:38] structure-wise.

[42:41] So nothing to pitch. I have a 16

[42:44] question test is assessment that more

[42:46] pertain to your to your specific

[42:48] business. So scan the QR code. Uh once

[42:52] you're done with the assessment, it will

[42:54] give you only take five minutes. Under

[42:56] this uh under the 16 questions later,

[42:58] you'll get the buy refac

[43:03] and you also uh will have a prepare list

[43:06] on prepare you when you want to sell

[43:07] between 8 to 36 months.

[43:11] Everybody get that before I change to

[43:12] next slide.

[43:14] All right, take the assessment. It's

[43:16] good stuff.

[43:17] So that 18 36 months is that from start

[43:20] date or from the time you're planning to

[43:22] exit

[43:22] from your plan to exit.

[43:24] So in your uh experience, how many years

[43:28] does it usually take business to get

[43:30] ready for that 36 month?

[43:33] Great questions. So I have seen anywhere

[43:36] between six to 36 months. Now six months

[43:39] is like you know how I was talking about

[43:41] there's four area right each like four

[43:44] area and then there's 26 things to do

[43:47] right 11 thing to do on earning side 15

[43:50] things to do on the multiple side it

[43:52] depend on like how much time you allow

[43:54] yourself to hit all those things right

[43:56] it's really I hate to say it's really

[43:59] depend but I've seen as fast as six

[44:00] months if you come um you know you you

[44:03] tell me like oh I have the key man

[44:05] effective already removed I just want to

[44:07] you know tighten up the revenue and

[44:08] they'll clean up the books all those

[44:09] things those are fast right but if you

[44:11] say oh I'm still the you know the guy

[44:13] that running everything now that takes

[44:15] time to hire the a player to train the a

[44:17] player to think like you make decision

[44:19] like you right that that's what usually

[44:21] take the longest time does make sense

[44:24] right so I would say at fast is six

[44:26] months um 18 months is the medium 36

[44:29] month you pretty much get it done pretty

[44:31] good

[44:34] yep

[44:37] I was just going to ask like on a

[44:39] business or category that's hot like

[44:41] that spot is there a time reduction

[44:45] like you sell it in six months because

[44:47] it's hot

[44:49] great question

[44:50] Joe can you repeat the question

[44:52] all right the question Chad asked is on

[44:54] a very hot market like Masbar right like

[44:57] can you reduce the time to get ready to

[45:00] get the highest multiple right the

[45:02] answer is it also it depends think about

[45:04] it the highend of that category right

[45:08] now is 8x. You could be the low end and

[45:11] 5x. So you have a range, right? It's

[45:14] always a range, right? So what I mean by

[45:17] that is you never chase the number of

[45:20] the multiple because it's never up to

[45:22] you, right? We who here own a house or

[45:26] own a house before, right? What is your

[45:28] house market value? What's your house

[45:30] value?

[45:33] Exactly. business is exactly the same

[45:35] way, right? That mean some crazy people

[45:38] think, "Oh, you know what? I'm really

[45:39] looking at the industry. This is my 15.

[45:42] It happens." But those are off, right?

[45:45] You can never control the actual

[45:48] multiple number, but you can control the

[45:50] range that you'll fit in at that one

[45:53] given time market. Does that make sense?

[45:56] Great question. And you have a question.

[45:58] So a couple slides ago you showed that

[46:00] if you go back just a couple slides, the

[46:02] one where Yeah, that one. So how come

[46:05] that third one is 15.2 times when it's

[46:09] growing at a 32% increase? Why is the

[46:13] next one 21.3%

[46:15] when there's no change?

[46:17] Yeah, it's because you're the big boy.

[46:19] The private equity bought you. They they

[46:22] saw your track record. They're going to

[46:23] take over

[46:25] even though it's not showing the same

[46:26] growth. You have to have the 32 already

[46:29] to start.

[46:30] Yeah.

[46:30] Yeah. Sorry about the confusion but yeah

[46:33] you have to maintain the three years

[46:34] growth with that number then like okay

[46:36] after we take over we can grow 200%.

[46:40] Like you'd be amazed the resources like

[46:42] private equity has that they they really

[46:44] know like they don't mess around you

[46:46] know if they buy a company for like $10

[46:47] million they will turn around make 50 in

[46:50] a year like it's crazy what they can the

[46:53] resource the talent they have because

[46:55] they have money they buy the best like

[46:57] expert and this and they combine it they

[47:00] do some crazy stuff.

[47:06] All right. Well,

[47:07] just one question obviously here today

[47:10] so many people are going to walk out of

[47:11] here changing

[47:13] what Ted talked about versus something

[47:16] like a med spot where the turnover and

[47:18] the technology change in your in terms

[47:20] of their daily practices might be 10% a

[47:22] year or pick a number whereas we might

[47:24] change 40% with the AI versus two years

[47:27] ago we're almost 80 70 80 90% different.

[47:30] So, how do we get that degree of

[47:31] certainty? Someone's still going to want

[47:33] to buy us. It's because of the the value

[47:34] of the retainer because we have such

[47:36] high turnover on the day-to-day

[47:37] practices of what we're doing.

[47:39] Yeah, love that questions.

[47:41] What you want to do is that's two level

[47:43] of SOP. The first level SOP is the tech

[47:46] technical SOP, right? How do you

[47:47] actually do this thing? You've forgotten

[47:50] today. You're sitting here spend your

[47:52] time to come to come to this event and

[47:53] learn this thing. It's a yearly thing,

[47:55] right? That is SOP.

[47:58] That's how you learn, right? That's SOP.

[48:01] If you have a manager, that's what you

[48:02] would do, right? Every year go to SO

[48:04] Rockstar and learn the thing and

[48:07] implement that. You see what I mean?

[48:08] It's like a SOP on that's how you run.

[48:16] So, so the education, the ability to

[48:18] handle the turn around changes.

[48:20] Yep.

[48:20] That's we document that as part of the

[48:22] SOP on paper and then train the person

[48:24] starting to think like us.

[48:26] Yes.

[48:26] Thank you. Like what like like I feel

[48:28] sorry I said before right the decision

[48:30] tree how do you make decision and here

[48:33] that's what you're doing here you

[48:34] collect information right something

[48:36] brilliant everybody say t say right then

[48:38] you make a decision on okay which one

[48:39] I'm going to implement first you have

[48:42] that in your you know you're not going

[48:43] to implement everything today you know

[48:46] how you prioritize you just never

[48:47] documented it and AI literally is going

[48:50] to help you recognize my pattern

[48:53] recognition on how I make decision this

[48:55] how I make the last 10 decision

[48:58] they always see a pattern and that's

[48:59] trainable.

[49:01] Yep.

[49:02] So if you have a business um and you

[49:06] talked about separating the personal and

[49:07] the business, but what if the business

[49:09] also has assets for example that

[49:13] may or may not be attractive to a buyer?

[49:16] You're using agencies that let's just

[49:18] say you have an

[49:26] agency that's an asset, but it can also

[49:28] be separate. So, can you when you're

[49:29] when you're doing your business, do you

[49:31] would you separate it two separate

[49:33] things?

[49:34] You see the smile here? I love that

[49:36] question. This is cool. I'm going out

[49:38] with that a little bit. So, the answer

[49:39] is yes and no. Let me ask you this

[49:41] question.

[49:42] The earning there for your agency is

[49:45] that we how how much is contribute

[49:47] because of this 6,000 link you have. If

[49:50] without the 6,000 link, can this

[49:52] business still make the money like it

[49:54] is?

[49:54] Yeah.

[49:55] If the answer is yes, then

[49:56] congratulation. You would do a cough

[49:58] out, what they call a cough out

[49:59] internally. You want to have a separate

[50:01] entity, right? Create a separate entity,

[50:04] own that 6,000 link, right? for whatever

[50:08] you need to do because you you tell me

[50:09] the agency don't need it for that. So

[50:12] you would remove that to the entity

[50:14] first and just sell the book of the

[50:16] agency. So that way you still keep that.

[50:18] They call it like you asked me that. You

[50:22] asked me that, right? Mike asked me that

[50:23] when we're doing the valuation call. Um

[50:25] there's another story. Super cool. Um

[50:27] that's called um the goose and a right.

[50:31] If the 6,000 link is what give you the

[50:33] power to do what you need to do in terms

[50:35] of ranking wise that's the goose the

[50:38] eight is the agency because of this

[50:40] 6,000 you're able to serve the client do

[50:42] ABCDFG so what is the beauty part of

[50:45] this you keep this a

[50:48] buyer buy I mean you keep the goods the

[50:50] buyer buy the the buyer buy the egg

[50:52] they're still going to have to pay you

[50:53] for this thing and you can still you

[50:55] know use this to monetize and provide

[50:57] services for other things and so this

[50:59] thing you should never Well, like that's

[51:01] why Taylor Swift bought all her album

[51:04] right back cuz those are the goose.

[51:08] Great question.

[51:10] Yeah.

[51:11] Will that lower your valuation if you're

[51:13] keeping the goose? Will the buyer be

[51:15] like, well, if I have to buy if I have

[51:17] to buy this from you, it's going to cost

[51:20] more.

[51:21] Yes and no. That's why the the key

[51:23] question it really is everything you

[51:26] say, everything you provide on the boat,

[51:28] you it has to be defendable. If I the

[51:30] buyer is gonna ask the same question.

[51:32] Okay, great. And so you're telling me

[51:34] that um the agency is going to run exact

[51:37] same way, create exact same result and

[51:40] income without your link. Prove to me if

[51:44] you can prove that then there's go. It's

[51:45] a separate entity. I'm not selling you

[51:47] this. Sorry. I'm selling you this. Now

[51:50] if you want to buy it, we can make a

[51:51] deal. Right? It's all making a deal. So

[51:55] that is really depend on can you prove

[51:57] that story, right? Whatever you put on

[51:59] the book is there's a story to tell. Can

[52:02] you defend their story? Like literally

[52:04] not like trick them, you know, with

[52:06] manipulation. It's truly defend the

[52:07] story. If you cannot, don't do it

[52:10] because you just break the trust. You

[52:11] break the trust, they're going to walk

[52:12] away. You have to understand that this

[52:14] big time buyer, you know, hopefully

[52:15] you'll all get to the level selling for,

[52:17] you know, tens of millions. That's my

[52:18] goal for you. They understand. They

[52:21] understand. They're not a lot of them

[52:22] are pretty honest about it actually.

[52:24] They're not here to game you. They just

[52:26] really try to understand because they

[52:28] have invested in they have investor to

[52:30] answer to themselves, right? So you have

[52:32] to able to defend whatever you tell

[52:34] them.

[52:36] Go ahead Pete first. Sorry. Go ahead.

[52:38] Do do vendor relationships or vendor

[52:41] stability come into play at all?

[52:42] Absolutely.

[52:44] Yep. So let's say you have for example

[52:46] the only thing I can think of you know

[52:48] correct me if I'm wrong. The vendor

[52:49] relationship for any agency you have is

[52:51] either a um maybe service provider like

[52:54] the white labeling right or a software

[52:57] right so as long as you have a contract

[53:00] clearly say this is transferable

[53:04] right this is transferable then the blog

[53:06] is like okay it's transferable no

[53:08] problem

[53:10] and

[53:11] actually

[53:13] I assume correct me if I'm wrong if you

[53:16] had a carve out you would want to move

[53:18] that separate entity as part of the

[53:20] carel process or it's part of the

[53:21] cleanup process.

[53:23] Yes.

[53:23] Y

[53:24] so like you're talking about a bunch of

[53:26] URLs that they become a vendor for your

[53:30] agencies.

[53:31] Yep.

[53:32] And then when somebody buys your

[53:33] business, they could choose another

[53:35] vendor theoretically if they wanted to.

[53:38] Yes.

[53:38] Correct.

[53:40] That's great question and statement

[53:42] right there too.

[53:43] Ideally, if you do cough out like that,

[53:46] you better make sure that the agency can

[53:48] really function without it. Really like

[53:51] if they want, let's say you own a

[53:52] software company, right? Let's say you

[53:53] own a software company, doing a whole

[53:55] bunch of awesome ninja co SEO stuff and

[53:57] you own the agency that you actually pay

[53:59] the software company money to use it.

[54:01] You better make sure that the agency can

[54:03] function and produce the exact same book

[54:05] without this software. Meaning that you

[54:07] can if you go to if they choose to go to

[54:08] your competitor, so be it. That's how a

[54:11] clean cut out need to happen.

[54:14] So you she so you disclose whatever your

[54:16] other entities are the end.

[54:18] You do. Yeah. Because it's on the book,

[54:20] right? Like for your case, right? I

[54:22] assuming there'll be a line item on your

[54:25] book saying that okay, I'm paying this

[54:26] software I don't know this 6,000 lane

[54:28] 200k a year,

[54:30] right?

[54:30] actually my my example although I do

[54:33] play pay

[54:34] some people in here for just like that

[54:37] and things like that but I was referring

[54:39] more to if I have domains and I have my

[54:42] own PBNs if

[54:43] what's that

[54:44] I'm sorry if I just have if I just have

[54:46] my own uh network

[54:48] okay

[54:48] and maybe I do le I don't pay anybody

[54:52] well I can help Joe because I don't have

[54:54] but what I'm saying is I I own this

[54:57] has to be able to rank without it and so

[54:59] if you take your link I don't know what

[55:00] my question is.

[55:02] I don't have to remove a link. My

[55:05] clients can keep the link. I own this,

[55:06] but I I may link to it uh industry A, B,

[55:11] C.

[55:12] Now, if I'm a buy your agency and I see

[55:14] them incoming links, I'm going to say,

[55:15] hey, what is this? And then I'm going to

[55:17] ask you and be like, why wasn't this

[55:18] part of the acquisition? So, there's a

[55:20] way around it, I'm sure, but it needs to

[55:23] be really

[55:23] So, you're talking about link. I'm

[55:24] talking about the property. Just let's

[55:27] say it doesn't have links. Let's just

[55:29] say that I'm selling SEO Superstar and I

[55:34] have a link that's SEO Superstar Texas

[55:38] and I don't have anything on there. I

[55:40] have no I just own a domain

[55:42] and I have tons of domains.

[55:44] No, that's your is a brand trademark.

[55:47] That's all yours.

[55:48] That's yours.

[55:48] That's all yours. Now, you wouldn't be

[55:50] able to go like work on that brand that

[55:52] you just sold them

[55:54] would be yours

[55:55] that lasted four minutes.

[55:56] Correct. So the bottom line is the buyer

[56:00] is buying your book of business, right?

[56:03] It could be branding, it could be some

[56:04] IP in place, but whatever they buy from

[56:07] the book, right? There's some numbers

[56:09] contribute to the bottom line, right?

[56:11] The expenses, the revenue. As long as

[56:13] you can prove that whatever you coughed

[56:15] out, that number, the meth the

[56:18] mathematic behind it, the formula,

[56:20] whatever, right? The number that comes

[56:22] out is still the same. Then you're good

[56:24] to go.

[56:26] Anyone

[56:29] else questions?

[56:30] Thank you, Joe.

[56:31] Oh, one more question.

[56:34] One question. So, I've told businesses

[56:36] before, like smaller businesses, but

[56:38] when you get to private equity, does it

[56:40] have to be uh like uh uh on the stock

[56:43] market list or how do you get these

[56:44] private equities to look at a business?

[56:50] The connection.

[56:52] Yeah, it's not pitch, but it really is

[56:55] connection. Like

[56:56] are you a broker?

[56:57] I'm not a broker.

[56:58] Like I'm what I mainly do is I'm

[57:00] investor myself, right? My goal is to be

[57:02] part of the exit. But before that I we

[57:05] need to vet people, right? Not everybody

[57:06] can, you know? So what I do is I'm exit

[57:09] planner. I'm help you plan the exit so

[57:12] you can get the most out of it, right?

[57:14] Like we did the evaluation call like the

[57:17] whole thing that I show you about the

[57:18] 26. I mean it's 26 things. How do you

[57:22] know which one to do first? Right?

[57:24] That's a path as each business is

[57:26] unique. There's no like one size f but

[57:29] those 26 thing it is the 26 things. It

[57:31] just matter of which business need to do

[57:33] what first to create the most result and

[57:35] get to the other like a compounding

[57:37] effect right so that's kind of really

[57:39] kind of like what you guys doing with

[57:40] SEO like do you do the map thing first

[57:42] do you do the link first right it's

[57:44] that's that's the right order of doing

[57:46] things but each business is a little bit

[57:47] different so to answer your question

[57:51] you can get to private equity

[57:54] mostly because of relationship because

[57:56] they also want to trust they private

[57:58] equity job is to buy deals

[58:01] Right? They don't lack the job is not

[58:04] they don't lack of money, right? They

[58:05] have infinite I don't know why, right? I

[58:08] wish I do. They have infinite amount of

[58:10] money to buy things. So the job is to

[58:13] figure out what is a good deal. So you

[58:16] can see the bottleneck, right? The

[58:17] bottleneck is junk deal. That's the

[58:20] biggest cost. Like you know, long story

[58:23] short, you know, I shouldn't tell the

[58:24] story. It's recorded to ask me after the

[58:26] call, not recorded. I'll tell you story

[58:28] then you like boom. Right? Like one last

[58:31] things um to kind of give you an idea on

[58:33] who buy agency. Literally this la not

[58:36] last Monday this past Monday I just

[58:38] talked to uh one company they sold to

[58:41] Fiverr.

[58:44] An agency did.

[58:45] Yeah. Agency sold to Fiverr. Fiverr by

[58:48] agency.

[58:49] Were they already on Fiverr?

[58:51] They were. And then if you Google

[58:53] literally Google right now like Fiverr

[58:55] acquisition that's Fiverr spent eight

[58:57] figure by agency. it happened. Now I'm

[59:00] not saying all will be qualified but I'm

[59:03] saying it could be engineered to make it

[59:05] happen now that you know five or five

[59:06] people. Yeah.

[59:08] So if like med spas are the hot thing

[59:10] right now in private equity that's like

[59:13] something like the agency market

[59:17] where does that rate in terms of being

[59:19] kind of hot or cold?

[59:22] The truth is it's is

[59:24] no control is it's like AI everything is

[59:28] AI is hot right let me give you an idea

[59:30] for a while have you heard of a company

[59:32] orange fury

[59:34] it's pretty it's pretty good right they

[59:36] they got something cool you need to

[59:37] figure it out at one point oh last tips

[59:40] at one point well sorry let me rewind

[59:44] back if you have two companies side by

[59:46] side one is regular company moms and pop

[59:48] runs right and one is under franchise

[59:51] Okay, doing the exact same thing, same

[59:53] book. Chances are the franchise one will

[59:56] sell at least one to two times more on

[59:57] multiple and the reason for that is the

**[01:00:00]** risk fan. What the franchise have beside

**[01:00:03]** the brand systems? They have a flawless

**[01:00:06]** system in place. You would argue, right?

**[01:00:08]** And that's why McDonald can turn out

**[01:00:10]** like nothing Subway. That's why the

**[01:00:13]** system what I'm showing today is what

**[01:00:15]** makes to eBay, right? It's the system in

**[01:00:17]** place. That is the same effect as if you

**[01:00:20]** buy a franchise. So to answer your

**[01:00:23]** question, you really don't know because

**[01:00:26]** even orange free like it's a gym. How

**[01:00:29]** much can you sell at one point? Orange

**[01:00:31]** pe will sell for 20 eggs. It's a

**[01:00:34]** freaking gin.

**[01:00:35]** Oh my gosh.

**[01:00:37]** But no one can ever game this kind of

**[01:00:39]** market unless you you you your market

**[01:00:42]** maker, right? Like you know I work with

**[01:00:43]** a lot of you know my mentor like some of

**[01:00:45]** them are market maker. What that is is

**[01:00:47]** um let's say uh I share with Brian the

**[01:00:49]** other day so I'm not going to go in

**[01:00:51]** detail a little bit. Um let's say uh

**[01:00:53]** mass buy is hot. All the private

**[01:00:54]** equities like oh this is hot. I'm going

**[01:00:56]** to buy all up I'm over bidding on that.

**[01:00:58]** Right. They are they are there deal

**[01:01:00]** maker out there quietly making a new

**[01:01:03]** class of industry and repackage it and

**[01:01:06]** show it to the public equity something

**[01:01:08]** that maybe in regular people eyes is

**[01:01:10]** like oh yeah I'm going to pay you one or

**[01:01:11]** two if you're lucky but when they're

**[01:01:13]** done the public I'm gonna pay you 10 for

**[01:01:16]** that that's the real game comes and

**[01:01:19]** that's financial engineering

**[01:01:26]** thank you thank you Hey yo.




============================================================
SEO Rockstars 2026: Day 1 - Matt McDermott
Video: https://www.youtube.com/watch?v=yjv_i41FDoU
============================================================

[00:04] Everybody, thank you. I'm actually going

[00:06] to change actions I'm going to take

[00:08] afterward based on information I've

[00:10] learned today from everybody Joe's with

[00:12] structuring the system. Thank you. All

[00:14] the way down to the video creation, Chad

[00:16] and uh and Dan. So, there's a lot to go

[00:19] on. I wanted to explore something that I

[00:22] found across the board saying we're so

[00:24] used to all the main centralized

[00:25] platforms. We care about Google and all

[00:28] of our AI, our chat GBT. We care about

[00:31] Instagram, YouTube, and all the rest.

[00:34] But there's an entire ecosystem of web 3

[00:36] decentralized crypto NFT platforms that

[00:39] exist out there. And somehow the bug got

[00:42] in me way too long ago. Does this move

[00:45] the needle in something that we do trust

[00:47] like Google and now of course AI?

[00:49] Because it was about two and a half

[00:50] years ago before the AI overviews really

[00:52] hadn't started coming in. I think I

[00:54] found some stuff that might be of

[00:55] interest to you. And this is going to be

[00:56] as much of a Q&A as time goes on. But

[00:58] the big thing is, can it move the needle

[01:00] locally or nationally? It could be in

[01:02] YouTube. It could be you want to enhance

[01:05] uh something to do with web 3. You might

[01:07] have a client who wants to accept

[01:08] Bitcoin and let that be known to the

[01:10] rest of the world. Plumbers Dallas

[01:12] accept Bitcoin. Whatever it is, I think

[01:14] we found some stuff that for the first

[01:16] time here, but this is a this is not

[01:18] definitive. This is beginning the topic

[01:20] to then run it through. an audience as

[01:22] scrutinizing and as

[01:26] tough as you are in a good way to make

[01:28] sure that it passes the filter instead

[01:29] of just my talking to a local chamber of

[01:31] commerce and I'm basically speaking to

[01:32] an echo chamber. Okay, is that cool with

[01:34] it? Please ask your questions as time

[01:35] goes on. I want to make this fun,

[01:37] something you haven't likely seen before

[01:39] and then the question is does it help

[01:41] you? And then customize because then I

[01:42] can customize what I do later on as a

[01:44] follow-up based on your feedback because

[01:46] what I think it might go, it may be

[01:48] something completely different. So this

[01:50] is brand new turf. So, if you roll the

[01:51] clock back to when you first learned

[01:52] about Google and you learned about um

[01:55] private blog networks, what is it? And

[01:57] of course, all the nuances of it or our

[01:58] press releases, which press release

[02:00] service

[02:01] overwhelming at first. I think when we

[02:03] all first did this, we got into this

[02:04] crazy world. I want to do a couple

[02:06] things to hopefully make it fun and

[02:07] interesting.

[02:09] Get this right.

[02:12] Oh, yeah.

[02:14] I'm sorry.

[02:16] No, no, no. The PowerPoint PowerPoint.

[02:19] There's a PDF. It's a PDF. So,

[02:20] okay. So, here we go.

[02:22] Which I did wrong.

[02:23] Uh,

[02:23] you got the magic touch.

[02:25] Yeah, probably.

[02:27] Let's see here.

[02:29] Uh, because it worked just a minute ago.

[02:31] Right.

[02:32] So, give me just a second.

[02:33] Sure. Thank you.

[02:34] Let's do this.

[02:36] I'm going to turn this off and just do

[02:38] it like this.

[02:40] Okay. And what just happened?

[02:48] I can go down that way. I'll go manual.

[02:49] That's fine. Perfect.

[02:51] But it should I tested it just a minute

[02:53] ago and it did. I don't know what

[02:54] happened.

[02:55] That's cool. Hey, adjust on the fly.

[02:56] There it is right there. And then just

[02:58] try the back.

[03:00] Um,

[03:02] well, as you're saying, this works.

[03:06] There it goes. I don't know which one

[03:08] right. Awesome.

[03:08] Yeah, I think it's just going down.

[03:10] Okay.

[03:12] Like hit literally right there. Point it

[03:14] right at it.

[03:16] There we go.

[03:17] So the question is the type of

[03:18] platforms. You've probably heard about

[03:20] all these things and most of you said

[03:23] that doesn't really benefit me. Um I

[03:25] broke it down to four categories subject

[03:27] to change. This is just Matt's filter of

[03:30] the world. So please time goes on. Uh

[03:33] web 3 domains and websites. Who's heard

[03:35] of things like unstoppable domains and

[03:37] free names? Anyone played in that pool

[03:39] yet? Okay. Got some cool things

[03:41] especially on the freeame side of some

[03:43] things that way for you. uh the web3

[03:45] TLDDS the web3 digital identity is not

[03:48] this new digital ID that's coming in

[03:50] this is more like um you would log into

[03:51] a thirdparty app under uh Dory or

[03:55] something like that so that's how this

[03:57] would go and then the question is how

[03:58] does that move the needle for what we're

[03:59] trying to accomplish heavy emphasis

[04:02] going on with the world going on right

[04:03] now just from political uh fiat

[04:05] currencies world changing type of things

[04:08] a push for the privacybased platforms

[04:11] people want to not be encroached upon

[04:12] and be made into an AI I so the other

[04:15] platforms out there that they're going

[04:17] to are actually moving the needle in

[04:19] Google simultaneously. So that'll be

[04:21] your decentralized publishing and

[04:22] decentralized social media,

[04:24] decentralized media sharing. And I'll

[04:25] give a little uh I found a clip there

[04:27] that breaks down all the social media,

[04:28] the eight or nine different categories.

[04:30] And then they'll have alternatives for

[04:32] everything. I haven't tested all of it

[04:34] yet, but x amount of good percentage of

[04:37] them now are actually showing up and

[04:39] getting indexed in Google. So I hope

[04:40] that helps of interest to you. crypto

[04:42] and tokens. For those of you who trade,

[04:44] this is not trading. This is a different

[04:46] animal. This is going to be people who

[04:47] want to accept alternate currencies,

[04:49] token gated communities, virtual lands,

[04:52] which is fun because that actually gets

[04:53] to play with people's emotions. This is

[04:55] what I talked about in breakfast with

[04:56] some of the people today. You can do

[04:57] things that have emotional meaning, not

[04:59] just to yourself, but to your clients,

[05:02] audiences, things that resonate with

[05:04] them. So, um, football, uh, Dallas

[05:07] Cowboys are here, but who's who's a

[05:08] diehard NFL fan by any chance? Anybody

[05:10] here? So, where's your team?

[05:13] Cowboys.

[05:13] You're Cowboys. Okay. All right. So, so

[05:17] No, no, it's okay. It's okay. I live

[05:19] here in the area. So,

[05:20] 49ers.

[05:21] 49ers. Okay. And the 49ers. So, what if

[05:23] you had a Cowboys 49ers game and now you

[05:25] can go into the metaverse? Um, uh, was

[05:27] it Sofi Stadium? No. Stadium. I still

[05:30] could just call it Candles.

[05:31] Levi, thank you. You could go into Levi

[05:34] Stadium at the 50ard line and have a

[05:35] Cowboys versus 49ers trivia battle that

[05:38] you could then record on YouTube or

[05:40] whatever and share it out that way as a

[05:42] live stream, but you could show up at

[05:43] the 50 yard line. Someone's in one

[05:45] character, someone's in the other

[05:46] character, and they can go back and

[05:47] forth and have a field day on it in the

[05:49] metaverse, but recorded and distributed

[05:51] in something you understand like YouTube

[05:53] or Tik Tok or whatever is appropriate

[05:55] with clickable links. It could rank. It

[05:57] could even turn into its own little

[05:59] YouTube show if you wanted to go that

[06:01] far and play with the mechanics. saying

[06:02] you have to, but that's available and in

[06:05] those metaverse platforms, which I'll

[06:06] show in a little bit when I pull up the

[06:07] um the browser in a minute. There's a

[06:10] way to actually embed SEO hidden inside

[06:13] various pockets of these things that are

[06:14] otherwise look like a video game of

[06:16] Earth as an example. So, I'll show you

[06:18] that in a minute. Um, creator coins,

[06:22] that's a tough one. Uh, I heard there

[06:24] who has the who's working on behalf of

[06:26] attorneys or is an attorney in the area.

[06:28] Okay, this one might be tricky because

[06:30] of what's coming in. It's by default.

[06:32] Some of these things that we want to do

[06:33] to reduce our hard cost on private

[06:35] network blog networks, reduce our domain

[06:37] costs, boost our DR, things like that.

[06:39] They simultaneously spit out a live

[06:42] publicly available. I'm not saying

[06:44] because you're doing a perspectus and

[06:45] everything, but an actual live crypto

[06:47] token almost the equivalent as if you

[06:49] show up like what's the worst level

[06:50] stock exchange in the

[06:55] It's an actual third party platform.

[06:56] It's almost like a web two.

[06:58] If you buy a domain, it spits out. You

[07:00] don't even have to buy a domain. You're

[07:02] just a profile put posting content like

[07:03] an Instagram. They will create a creator

[07:05] token. So they say the door to do that.

[07:08] They just do it by itself and then it

[07:10] becomes publicly traded and then when it

[07:11] spits out the stuff on the exchanges in

[07:13] the blockchain explorer, it builds in

[07:15] your tier 2 backlinks for the portion

[07:18] where

[07:19] I'll show you in a minute. I'll show

[07:20] you. So this is this is the

[07:22] conversation. This is brand new stuff

[07:24] that launched three months agoish.

[07:28] three, four, and I whatever is going on,

[07:31] all of you will run it through your

[07:32] filters and I'll come back with

[07:33] something as followup based on your

[07:36] feedback. That that's a topic right

[07:37] there. And the only reason why I bring

[07:38] that up, the one I have queued up isn't

[07:40] ready to show, but the other one is uh

[07:42] that I had on it is um supposedly I have

[07:44] a market cap of $7,61.

[07:47] I'm the only token holder and no one's

[07:49] ever bought the thing, but I have a

[07:51] market cap. Which means coming back to

[07:54] our books, if it can be sufficed, even

[07:56] if you put a 10% slap on that and you

[07:59] have multiple coins and you raise your

[08:00] value to 500,000, I've just dropped say

[08:04] a 10% 50,000 on the books as an asset

[08:06] that I could carve out or include as a

[08:08] sweet spot because that's something that

[08:10] their admin or their person that they

[08:11] hire can come take over possibly. But I

[08:14] don't know. That's why I wanted to talk

[08:16] with you about this and show you non-e

[08:18] website new tech. Everything I talk

[08:20] about, everyone thinks web 3 and virtual

[08:22] reality metverse requires some sort of

[08:24] headset and goggles. Nope. Don't need

[08:27] it. Everything's laptop, desktop, to a

[08:29] degree, phone, depending on how the app

[08:30] is working. It can be done. Certain ones

[08:33] can use it, but for what we're talking

[08:34] about, not necessary because even if you

[08:36] own it, a lot of people have put them on

[08:37] and they've used it two times. they get

[08:39] sick, they get dizzy, the resolution

[08:41] doesn't go well, you know, and and it's

[08:43] an extra hard cost and the average

[08:44] person isn't going to use it, so we're

[08:46] gonna skip it. And in the augmented

[08:48] reality, there is geospecific augmented

[08:51] reality platforms, and I'm testing it.

[08:54] Mr. Merino, I've got a I was trying to

[08:56] make an image of you with the one with

[08:57] the suit and tie, kind of the older

[08:59] photo of it. It doesn't look good, but I

[09:01] was trying to convert it in from a PNG

[09:02] or a JPEG into a GB. And my phone is

[09:05] older than Moses. So, I'm going to try

[09:06] to I may have to borrow one or two later

[09:08] on, but upstairs when you walk in the

[09:09] main lobby, right around there, or

[09:11] somewhere in the down of the staircase,

[09:12] somewhere wherever that is where we are,

[09:14] I was trying to look at the map where

[09:15] right before the staircase was in the

[09:17] lobby, there's a clickable link and I

[09:20] have a picture of you that could show up

[09:22] in augmented reality. So, you could

[09:23] stare at a piece of the concrete.

[09:24] There's Marino. You could put your arm

[09:25] around him like this. Great. that that's

[09:28] that's haha, right? But there's a

[09:30] clickable link at the bottom and then

[09:31] that can pop in and when you click

[09:33] through it, it's coming through and it's

[09:34] registering in Google Analytics as

[09:35] legitimate traffic. Now, that particular

[09:38] platform, they have a user profile, a

[09:40] business profile, and then you can

[09:41] create your world. Like everyone has a

[09:43] map of the world. So, you and I could

[09:45] both like the Statue of Liberty for two

[09:46] different reasons. We both mark that in

[09:48] our like our Google My Maps because we

[09:50] all can share the same location. But

[09:52] someone actually can own that underlying

[09:54] land. And if there's a monetization

[09:56] element, they get paid in crypto. But

[09:58] the three things, the user profile, the

[10:00] business profile, and the overall world

[10:02] will index in Google. Straight URL copy

[10:05] paste. It'll show up as an index page.

[10:07] Once it's indexed, you might need

[10:08] something like Omega to kind of pump it

[10:10] up a little bit, but it it'll index. The

[10:12] individual assets, very much like our

[10:14] old Google My Maps from way back. The

[10:16] individual pins don't necessarily index.

[10:19] I'm trying to get that to change because

[10:21] then that ultimately changes everything

[10:22] for all of us. So G, so from anything

[10:24] with physical locations that have high

[10:27] emotion to your audience or an audience

[10:29] you want to take into a place. So let's

[10:31] say people are into Texas history. I

[10:33] think the Texas Historical Commission

[10:34] has 20,000 markers. Sam Houston ate a

[10:37] sandwich right here, you know, 150,

[10:40] whatever it is. So if you're into that,

[10:42] great. So you bring the family. Oh, Sam

[10:44] Houston ate here. You envision it's in

[10:46] your mind. But we could take our image.

[10:48] So Chad Sam Houston eating a sandwich

[10:51] looking like a cowboy on the cowboy shot

[10:53] whatever you're which was fant. Thank

[10:54] you by the way for explaining that that

[10:56] helped me on something. So thank you put

[10:58] that there now would be shared on Tik

[11:00] Tok and YouTube and our Facebook and

[11:01] everything else. But what if I could put

[11:03] that in augmented reality when you show

[11:04] up or if you can't show up the backup is

[11:07] you go into one of these earth-based

[11:09] metaverses and you can travel there and

[11:11] see the same video or an image of it and

[11:13] then that would have a clickable link

[11:15] with to a landing page whatever you

[11:16] desire and that inter but in that one

[11:19] platform they create an interim bridge

[11:21] URL on in an HTML format that actually

[11:24] gets indexed in Google. Nothing fancy,

[11:26] nothing sexy, but some of them pass on

[11:28] latitude and longitude coordinates

[11:30] depending on which page. So for local,

[11:33] you can actually power things up and

[11:34] start doing tier 2 link building that

[11:36] are geo focused. Coming back to our

[11:38] world in Google for whatever that's

[11:40] appropriate.

[11:41] So

[11:44] I Oh, no.

[11:46] Do you want me to clarify? I mean, I'll

[11:47] back off.

[11:48] No, no, no. Keep going.

[11:49] You sure?

[11:50] Yeah.

[11:50] I want to be people's heads. You know,

[11:51] it's just like the old

[11:53] Okay. I

[11:54] Matt, I have a quick question.

[11:56] Has anybody ever put on a virtual

[11:58] reality like Facebook Meta glasses?

[12:00] Anybody?

[12:01] Y'all know that's what he's talking

[12:03] about, right? But in the blockchain

[12:04] world. Okay. And if you haven't, you

[12:06] guys know them virtual glasses you put

[12:08] on and people be in a virtual world.

[12:10] That's part of what he's talking about.

[12:12] and then having the land and real estate

[12:14] there way ahead of everybody else and

[12:17] linking out to local assets because you

[12:19] know you saw immediately that was the

[12:21] concept could be used many other ways

[12:24] and this is not how it's supposed to

[12:25] typically be used but why can't a woman

[12:28] throw that on walk around go look

[12:30] at the men's spa and see what it's like

[12:31] and watch a procedure be done in virtual

[12:34] world and then call action pops up would

[12:36] you like to schedule a free appointment

[12:39] and now you don't even need the glasses

[12:42] you can and it will help with the

[12:44] immersion. But now sometimes depending

[12:45] how people convert and the engagement

[12:47] third person versus first person

[12:49] viewpoint tied to people's emotions

[12:51] makes a difference. So depending on who

[12:53] you're trying to help now, a plumber,

[12:54] different sewer, roofer. One thing on

[12:56] the metaverse in one of the ones, not

[12:58] all areas are mapped out. They borrow

[13:00] from the they built the game engine in

[13:02] the Unity platform, but it's Open Street

[13:04] Map, Google Maps, other API, some of the

[13:06] other APIs that are local, but not all

[13:09] the remote areas are built. But

[13:10] something like in Dallas, it's built.

[13:12] Problem is, when you get down to the

[13:13] ground level, as of right now, it's

[13:15] still first generation tech, and I'll

[13:17] show you here in a minute. The um the

[13:19] resolution isn't all that great. It

[13:20] looks kind of like an early 19 or late

[13:22] 90s, early 2000s video game, third

[13:24] person type of thing. But if you were a

[13:27] roofer and you wanted to give a thank

[13:28] you to someone you were doing a prospect

[13:30] or helping your roofing client do this,

[13:32] they could fly a drone down the

[13:34] neighborhood, land on top of the

[13:36] person's roof, narrate thank you with a

[13:38] clickable link to a report on the hail

[13:41] damage and they've been chased here in

[13:43] Texas, we have a lot of hail. So you

[13:44] have stormchasers.

[13:46] out of the 10 stormchasers who number

[13:48] one says thank you and number one sends

[13:49] a customized video with a QR code

[13:51] whatever it is with a clickable link to

[13:52] their report so when they decide to

[13:54] choose which roofer who's on the short

[13:56] list of candidates so it's a conversion

[13:58] element but while still a conversion

[14:00] element you can start to optimize for

[14:02] the neighborhood the zip code even the

[14:04] larger city now Dallas is a little

[14:05] tougher but some of the smaller towns in

[14:07] here you could win with that and I and

[14:08] I'll give you a quick example you can we

[14:10] can discuss this at a later time topics

[14:13] the big trick is what some of the guts

[14:15] of what we're into the real core

[14:16] fundamentals of what we do. Domains,

[14:18] doss registered on ICAN. I think we all

[14:21] agree that's what's going on. They're

[14:22] now alternatives to that

[14:25] hosting. You have centralized versus

[14:27] decentralized hosting

[14:29] costs. We all have you have 6,000

[14:31] domains, right?

[14:32] No.

[14:33] More. Okay. But

[14:34] did it one time?

[14:34] You did 3,000.

[14:36] So, but unfortain discount club and

[14:40] you're still incurring a renewal cost

[14:41] and if they're not all being used. Okay.

[14:45] onetime purchase based. Now, there's

[14:46] some tricks here to help us on the SEO

[14:48] side. Some things working, some things

[14:50] not. Some things are still in its

[14:51] infancy. And I'm talking with the

[14:52] developers and Discord channels and what

[14:55] to try to open this up for us because

[14:57] what if we could cut our PBN costs and

[14:59] our domain costs and reduce our hard

[15:01] costs to free up capital on the bottom

[15:04] line to help our EBID do that's a

[15:05] systematized play. We could reduce that

[15:07] portion say 50 60 70%. That's what I'm

[15:10] looking to do with one-time hard costs I

[15:13] hope. But the question is then the

[15:15] domain link footprint are we there's

[15:17] some questions on it and that's where

[15:18] I'll need your help in follow-up

[15:20] conversations you know either here today

[15:21] breakout sessions or or after the

[15:23] conference is over. Um content links and

[15:26] ecosystem we're pretty isolated. We

[15:28] generate our content on our PBNs on our

[15:30] guest posts and we put link inserts and

[15:32] things like that but it's our content

[15:34] and isolated versus community based. Web

[15:36] 3 is heavy heavy heavy on community. We

[15:39] don't necessarily on the SEO side want

[15:41] to play on community. We care about us,

[15:42] our clients, and ranking and moving on.

[15:44] Right? So, we're Have any Has anyone

[15:46] ever been to a social media conference

[15:48] gathering like this versus SEO? You

[15:51] know, the difference, the people, the

[15:54] dynamics, the conversations we get what

[15:56] Ted was talking about breaking into the

[15:58] into the the the header codes, right?

[15:59] And the header list. Do you think anyone

[16:01] in social media would ever talk about

[16:02] that? They talk about color and branding

[16:04] and pretty and cute and and it converts

[16:08] in their world. What Ted talked about

[16:09] today was blew my mind converts in our

[16:11] world. So the question is do they is

[16:14] there a crossover and I'm working on

[16:16] that to help us in this industry. This

[16:17] is this is the part I want to come in is

[16:19] to say this new ecosystem I'm trying to

[16:21] bring into the industry based on your

[16:23] feedback so I know the right questions

[16:24] to ask and then make development

[16:26] requests on these thirdparty platforms.

[16:28] And then there's se several additional

[16:30] contrasts. Um, quick shout out to

[16:32] everybody. I just uh in the SEO side,

[16:34] people who've taken time out of their

[16:37] day at no hard cost, you know, no no

[16:39] compensation to them who did this for me

[16:42] and gave at least one minute at their

[16:44] time. So, Holly, Randy from 38 Digital

[16:47] on the press release was kind enough.

[16:48] Um, Brian Ko, uh, Chris, thank you.

[16:52] Michael Gregory of course, uh, Chad

[16:55] Yesber was kind enough to take a look at

[16:56] some of this stuff. a friend of mine up

[16:58] in Fris, Max Yuas. I got to give credit

[17:00] to my girlfriend Melinda. She's been

[17:01] fantastic. I've run all this by her and

[17:03] she I try to run it through the person

[17:05] who doesn't even think about internet

[17:06] marketing in any capacity past the

[17:07] filters and she's actually given me some

[17:09] fantastic advice on how to filter things

[17:11] down when it's appropriate when it's

[17:12] not. On the non SEO side, just was want

[17:15] to give a a shout out to the person who

[17:16] introduced the virtual land concept to

[17:18] me, a fellow named Chiff Smith in

[17:19] Australia, a lady named Becky Nevin on

[17:22] the on the metaverse side. Uh Marcus

[17:24] Andrews and Paige how are great on the

[17:26] domain flipping side either on web three

[17:28] or regular web two. I was telling

[17:30] Gregory about uh conference that goes on

[17:32] called namescon every year and it's

[17:34] purely for the domain flippers. A little

[17:35] bit of SEO is thrown in there but they

[17:37] actually use the old keyword formula the

[17:40] um you know the 40% of Google search

[17:42] volume times the CPC is the benchmark of

[17:46] whether or not a a dot is considered to

[17:49] be fair value, underpriced, overpriced.

[17:52] They're working on other models because

[17:53] of AI, but they're operating on an older

[17:55] thing. Just to have a raw domain that

[17:57] you're going to sell. So, for those of

[17:58] you who have domains that you're

[18:00] thinking of selling, you have some

[18:01] premium domain. We have a someone owns

[18:02] laptops.com

[18:04] in your portfolio. You haven't done

[18:05] anything with it. You want to sell it.

[18:07] Keep that in mind. I got something for

[18:08] you here in a minute. So, I want to make

[18:10] sure I gave thanks to everybody else,

[18:11] you know, who really helped out on all

[18:13] this. Um,

[18:16] I just need more traffic, right? That's

[18:17] the client's thing. I need more traffic

[18:19] that's going to convert.

[18:21] is can these platforms help and the way

[18:24] we do it. Yes. Uh web 3 URLs are going

[18:27] to get indexed by Google and I'll show

[18:28] you that here in a minute. And I'll

[18:29] define web 3 currently. Anything that

[18:32] has a MetaMask or some sort of NFT

[18:34] wallet. Uh Ted was talking about the

[18:36] OOTH, the login with Google. Certain

[18:38] things now require logging in with a

[18:40] Coinbase wallet, a MetaMask NFT wallet.

[18:42] That's I consider web 3. Anything that

[18:45] spits out an NFT, web 3. Anything that

[18:48] accepts cryptocurrency for part of the

[18:49] payment, web 3, decentralized web 3,

[18:52] virtual lands and metaverse, things that

[18:54] have NFT portions, I consider web 3. But

[18:57] they have web two elements. The

[18:59] interesting thing is in one-on-one

[19:01] conversations on Zoom with the owners

[19:03] and the founders, a lot of them didn't

[19:05] even know they were sitting on search

[19:06] engine potential and half their stuff

[19:08] was being crawled by Google. They did

[19:09] not know. You

[19:11] mean all my NF?

[19:13] Depends where they are, but yes. and

[19:15] they can actually work for you. Now,

[19:21] can these things get linked by hrefs?

[19:24] Yes, even did it here for the rock stars

[19:25] to help for the website. So, I'll show

[19:26] you in a minute. Uh, local client

[19:28] websites see rank increases. Uh, some

[19:30] degree of maps rankings incur. This is a

[19:32] tricky one though because of the geo

[19:34] coordinates and everything else because

[19:35] you so much is about user engagement and

[19:37] reviews. So I don't see as much of a

[19:38] degree in maps movement yet depending on

[19:42] a few things especially that thing where

[19:43] those individual map pins where you can

[19:44] say you have a roofer that handles 20

[19:46] neighbor 20 towns in a surrounding area

[19:48] each with 10 little micro neighborhoods.

[19:50] Could they manually put in 200 pins that

[19:53] were unique spun with individual

[19:55] neighborhood specific content?

[19:57] If that's the ability to scale that

[19:59] quickly, so say over the course of a

[20:00] week, they can have that. And once those

[20:02] get crawled, you can win at the

[20:04] neighborhood level for roofers near me,

[20:06] roof repair near me, running it through

[20:08] a video pin that's made in that awesome

[20:10] form. This is where hopefully we're

[20:12] going to get going and gives us a

[20:14] competitive edge. It could also be done

[20:15] for affiliate marketing, too. Um, I have

[20:19] a client of mine up in Minnesota who

[20:21] does cold weather clothing. Patrick

[20:22] Mahomes, you've seen him when he has the

[20:24] white thing around his neck in the

[20:25] playoffs in the cold weather. They do

[20:27] custom shirts and they have a patent u

[20:29] patented cold weather clothing material.

[20:32] So if same thing but say but you wanted

[20:34] to talk sell this stuff you're American

[20:35] history fan Washington crossing the

[20:37] Delaware everyone in his boat is

[20:39] freezing right well what if you were to

[20:40] take the AI prompts and have George

[20:42] Washington like yeah I'm I'm warm and

[20:44] toasty right it's one thing to take that

[20:46] video and share it on TikTok but what if

[20:47] you could take that video record it by

[20:50] him at the actual spot where he crossed

[20:51] the river in the Delaware you know and

[20:53] did it back then if that was audience

[20:55] and then you would upsell either his

[20:57] clothing or Revolutionary War affiliate

[21:00] whatever it is you're into so I Just

[21:01] want to give you a couple ideas. We can

[21:03] mix and match, but I'm open to all your

[21:05] thoughts on this. Um, some situations

[21:08] prospective customers emotional

[21:09] curiosity and emotional engagement

[21:11] increases significantly. So, you could

[21:13] record things uh say at the Grassy Null

[21:15] here in Dallas all the way to if you're

[21:18] a realtor and you want to convey a

[21:19] neighborhood that you want to sell for

[21:21] people who are looking to sell in their

[21:22] neighborhood, who's the trusted realtor

[21:24] if the realtor they had isn't isn't a

[21:25] realtor anymore. So, they're looking for

[21:27] a realtor near me because they're

[21:28] looking to sell rather than the buy

[21:30] side. So the person then would become an

[21:32] expert recording things in the metaverse

[21:34] in a neighborhood where he or she hasn't

[21:35] even operated before. Obviously a real

[21:37] video, real content is is the best. We

[21:40] we can't we can't deny that. But if you

[21:42] can't or you need to scale, this is how

[21:44] you can scale quickly, but you have to

[21:46] record them manually and then at some

[21:48] point we can take what we're doing and

[21:49] then manipulate it further with the AI.

[21:51] That that's where that's where I'm

[21:52] coming here for this is to see that next

[21:54] daisy chain. I'll go into it in a

[21:55] minute. Quick thing who I am. Uh, I went

[21:58] to college here in Dallas, went to SMU.

[22:00] Um, I was been an SEO and since 2007, I

[22:03] was telling people I made every mistake

[22:04] possible. The litany of failures and

[22:07] mistakes off the charts. So hopefully

[22:09] I'm going to correct the right to ship

[22:10] here. Um, I've been involved in the

[22:12] independent minor league baseball

[22:13] uniform. That photo is older than

[22:15] Methusela or Moses. That was actually

[22:17] taken when George Bush 2 was still

[22:19] president. Yeah, that old. But it's part

[22:22] of the thought process. I think in major

[22:24] leagues, I think in minor leagues, I

[22:26] think in strikeouts, home runs. This is

[22:27] the thought process in my head, but also

[22:29] shows you that that's at a time you live

[22:31] and die with that. When you're in that

[22:33] ecosystem and you're in the pro uniform

[22:35] at the independent minor league level,

[22:37] for those of you familiar, there are

[22:38] three levels of pro baseball in the US.

[22:39] There's major league baseball and Dory,

[22:41] you're signed by the What's your

[22:42] favorite team in baseball? Do you have

[22:44] one?

[22:44] Uh, yeah. Blue Jays

[22:49] pitches. Okay. So, so let's say you're

[22:52] signed, you become their double A.

[22:53] You're a double A thing and you're But

[22:54] you look like you could be a great

[22:56] outfielder. You got some speed, you got

[22:57] some legs, right? So, you're signed, but

[22:59] the parent club Toronto would assign you

[23:01] to wherever it is. Say Syracuse or

[23:04] wherever they wherever they have their

[23:05] doubleA affiliate. And then the

[23:07] independent ones is you're good enough

[23:08] to be there. I wasn't, by the way. I was

[23:10] a bullpen and backup catcher. I was like

[23:12] an eighth string catcher for those of

[23:13] you guys know what that is. I was at the

[23:14] bottom of the barrel. So, I'm not only

[23:16] on the periphery, I'm in the periphery

[23:17] of the periphery. So, but I came from

[23:20] this is how I learned a lot of this

[23:21] internet marketing was helping the team

[23:22] and helping give sponsors when we

[23:24] weren't drawing big crowds, giving our

[23:26] sponsors what they really cared about,

[23:28] which was more phone calls, more

[23:30] walk-ins, more leads, something, right?

[23:32] And that's where I got all this from.

[23:34] Um, over the years helped about 200

[23:35] clients off and on different levels,

[23:37] some projects. I'm an Eagle Scout, so I

[23:39] just think about that type of thing,

[23:40] which is the word trustworthy. For those

[23:41] of you ever been a boy scout, they go

[23:43] the 12 points of the scout law.

[23:45] Trustworthy, loyal, helpful, all the way

[23:47] through all 12. But the it's not

[23:48] alphabetical order. First one's

[23:50] trustworthy. So I want to make sure what

[23:51] you see you can confirm on your screen

[23:54] so you can continue the conversation

[23:55] with me because otherwise it could be a

[23:56] black box or open to all that garbage

[23:58] crypto scam that we always hear about

[24:00] all the time. There's none of that stuff

[24:02] here. And then today of the there about

[24:05] 25 categories roughly 24 25 that would

[24:08] constitute something of web 3 depending

[24:10] how you break it down. Could be a little

[24:12] more a little less. I've tested 15 of

[24:14] them as a results to search engine. And

[24:16] I'm going to narrow it down from the 15

[24:18] that actually have some effectiveness

[24:19] for you. Um, real quick, the benefits

[24:22] for you, the variable overhead

[24:24] reduction. So, if you buy a web three

[24:27] domain website, it's a onetime purchase

[24:28] or what? The web3 domain, but the

[24:30] websites don't render necessarily yet.

[24:33] They're close in Google on their own

[24:36] with the URL that you purchased. Keep

[24:38] that in mind. But once it does, your

[24:40] PBNs and your domain renewals and the DR

[24:42] and the link juice that passes through,

[24:44] if that's what you're buying a domain

[24:45] for versus a premium or or customized

[24:47] reason for branding, you can cut your

[24:49] hard costs. Still pending, but it's

[24:51] coming. Um, generate the videos for

[24:54] prospective customers at minimal cost.

[24:55] If you have a screen recording video,

[24:57] like I said, the metaverse, you can

[24:58] record something quickly, send it off to

[25:00] them, get their approval, and start

[25:01] evoking emotion, real emotion in people.

[25:04] Although, uh, is Dan here? No. that uh

[25:07] thing you show with the Warhammer thing

[25:08] was fantastic. You mean that's emotion

[25:10] at least, you know, from the fascination

[25:12] standpoint, especially if that was

[25:12] applied to something local,

[25:15] new territory. Um, you can evoke high

[25:17] emotions and actually target use cases

[25:19] based on emotions. So, there's some

[25:20] things you could do depending on your

[25:22] clients that could really hit emotions

[25:23] that are really good that would

[25:25] hopefully help conversion rate, uh,

[25:27] watch time on YouTube videos, dwell time

[25:29] on landing pages, the metrics that we

[25:31] all want. And then, um, we can recreate

[25:34] scenes for attorneys or real estate

[25:35] agents. So, an attorney in certain

[25:37] metaverses, you could actually recreate

[25:38] a twocar accident at the corner here at

[25:41] 35, Interstate 35 and we're on Northwest

[25:44] Highway. It's not going to look pretty,

[25:45] but because the latitude and longitude

[25:47] in that metaverse matches what you'd see

[25:49] on Google Maps, it's possible. I haven't

[25:51] tested this out. I've only talked to

[25:52] attorneys about it, that it could

[25:53] actually be used as a as a as an

[25:55] evidence that you would throw into a

[25:57] court case and then use police reports

[26:00] and things like that as confirmatory

[26:01] evidence instead of primary evidence.

[26:04] possibly TBA. Okay, but I just want to

[26:06] give you a little teaser what's possible

[26:07] to come down the road. And then um you

[26:10] can get rewarded your followers with

[26:11] publicly traded crypto tokens that have

[26:13] some sort of value if they're following

[26:14] you on a social media. So on Instagram,

[26:16] you can't reward anybody with anything.

[26:18] On some of the web three alternatives,

[26:20] you now can. So can they work together

[26:23] in a customized way? I'll show you in a

[26:25] second. Real estate, this is a

[26:27] chiropractor client here in Dallas. Copy

[26:29] paste the address, right? So it could be

[26:31] anything from um you know you're doing a

[26:33] real estate people just look up the

[26:34] address you know typical type of search

[26:35] that an average person logged in Google

[26:37] user on mobile might type in page two a

[26:41] metaverse and there's an NFT on openc

[26:44] now the NFT I actually bought the

[26:46] virtual land the virtual land in that

[26:48] platform doesn't work but I could export

[26:49] it to open C so at the time on a browser

[26:53] claimed number 16 and number 12 no link

[26:56] building if I link build hopefully I

[26:57] have a shot to pop it up on page one

[26:59] does it mean anything Not necessarily,

[27:01] but it can be done depending on things

[27:02] like that for a physical address that

[27:04] people would look up on page two and you

[27:06] have two web three things ranking

[27:08] instead of everything else. Every

[27:09] citation, every uh press release,

[27:11] everything else that's been indexed,

[27:13] these outrank them for now. TBA

[27:16] helping uh here's a client web 3 website

[27:19] tied to a memory white collar criminal

[27:21] here in Dallas as well. Uh crime lawyer

[27:23] uh here in Dallas, white collar

[27:24] criminal, but at least it's showing up

[27:26] in HF's DR26. This was taken three or

[27:28] four days ago.

[27:30] This is a tricky one. Let me just uh

[27:31] pover be careful pop from the camera

[27:33] standpoint. It's tough to read, but that

[27:36] number I had to cover the client of mine

[27:38] because it's up in a county in New

[27:40] Mexico. So, he didn't want the c the

[27:41] client revealed it. It's okay. I talked

[27:43] about how the web three websites are not

[27:45] showing up yet with your URL,

[27:48] but they do show up. Low competition

[27:50] keyword, one search a month. Let's call

[27:52] it that. At most for the blank uh county

[27:56] in New Mexico,

[27:58] at most one search a month. I Oh, 10

[28:00] searches a month. It's super

[28:01] conservative. One a month andor the

[28:03] whatever near me done from the outskirts

[28:05] outside the primary town. That is a

[28:08] gobbledegook subdomain.

[28:12] Ranks number two organic on a

[28:14] decentralized website that doesn't cost

[28:16] anything. They give you some free

[28:17] storage because they need users.

[28:19] That's the first one.

[28:22] Wow.

[28:22] Now, the trick is

[28:23] how do we find them?

[28:25] Let's say, oh, I'll get every all the

[28:26] resource afterwards on on the on the

[28:27] panel. I'll get all my my notes based on

[28:29] because I wasn't sure if that would

[28:30] resonate with anybody or not. So, I just

[28:31] want to make sure I'm cool with it. That

[28:33] is a blockby-block website builder. So,

[28:36] you'd outsource it to whoever you want,

[28:37] but it can be done uh typically you log

[28:40] in through your MetaMask or crypto

[28:41] wallet. They give you a small amount of

[28:43] storage. You can up, you know, upsell

[28:44] the rest. Two or three little domains,

[28:47] two or three little websites. You can

[28:49] connect your web 3 wallet if you buy a

[28:52] web 3 domain which is that one-time

[28:54] purchase. They it's clunky and I'm

[28:57] talking with the developer. So the

[28:58] problem is I want to connect I like I

[29:00] actually own the right of the dot. So

[29:03] imagine if you own.com and you got a

[29:05] percentage of every.com that was

[29:06] purchased or renewed every year. Now

[29:08] that's web two. That's normal. That's

[29:10] business. But in the certain models you

[29:12] can actually own the right of the dot

[29:14] that's customized in web 3. So I own

[29:17] Dallas County. I own college football.

[29:20] Uh a couple other ones that that I own.

[29:21] I even own lead generation. So if you

[29:23] were to buy something in front of the

[29:25] dot, what they call the second level

[29:26] domain that the first one's called the

[29:27] top level domain in the web3 ecosystem

[29:30] as it is. So you could buy roofers.

[29:32] Generation optimize it in web 3 for

[29:35] right now. The SEO portion for that

[29:38] brand nothing good yet. You mean you

[29:40] mean

[29:42] roofers dot

[29:43] lead generation spelled out

[29:45] because you own

[29:46] I only lead generation as a business

[29:47] model.

[29:48] Somebody else buys

[29:49] someone else buys that

[29:50] you make money.

[29:51] Yes. The benefits for that right now as

[29:54] we speak today and the old line from

[29:56] wrestling and boxing for those who are

[29:58] fans of it back in the day at the very

[29:59] bottom they'd advertise it was Hulk

[30:01] Hogan against Andre the Giant. They're

[30:02] going to appear in Dallas.

[30:04] Card subject to change at the bottom.

[30:06] Right? That old little little legal

[30:07] disclaimer. This is card subject to

[30:09] change. The ability for plumbers lead

[30:14] generation or roofers could

[30:16] theoretically be that and replace the

[30:17] gobbledygook. That's what I'm hoping to

[30:20] get. We're not there yet, but they do

[30:22] work. Um, prior to the Yak software,

[30:26] Yesper software. Uh, there was one uh

[30:29] people would used to upload HTML files

[30:31] to to GitHub and they'd export them out

[30:33] to different things like Asia and all

[30:34] the rest of them. There was one of them,

[30:36] I believe it was called the

[30:37] Dappling.net. network. It was kind of on

[30:38] the bottom tier of everything. Oh, I'll

[30:40] come come back. Sorry. The um that one

[30:44] spit out dappling whatever.

[30:47] You ever seen that one where there two

[30:49] dots? Not a subdomain, but it's whatever

[30:52] subdomain.appling

[30:54] and they appended it either with limo

[30:56] orlink. You ended up with a web 3

[30:58] website and you didn't even realize it.

[30:59] A web3 webpage, but you didn't have any

[31:02] real control over it. You didn't own

[31:03] that. that could actually rank and be

[31:06] used for pure link building purposes and

[31:07] even some minor landing page work

[31:09] because of the domain rank and you had

[31:10] to build your links to it if it was

[31:12] worth it. There were other alternatives

[31:14] in that strategy. In this case, you'd

[31:16] actually own the branding of it at some

[31:17] point. And this is one I'm still dealing

[31:18] with the people who are the forerunners

[31:20] of what could be, but if so, that begins

[31:23] to replace your low competition private

[31:25] blog network landing pages or you own it

[31:27] one time only. So roofers lead

[31:29] generation might cost you in in dollars

[31:31] not crypto a hundred bucks one time only

[31:34] no domain renewals you own it you can

[31:37] mint it in the blockchain as an NFT but

[31:39] if you mint it since I own lead

[31:41] generation and you keep it in your

[31:43] wallet I can then invite you into a

[31:46] private lead generation web3 thing as a

[31:48] token gated community

[31:50] and then that would have other alternate

[31:51] revenue streams SEO capability things

[31:54] like that so you might begin to see

[31:56] beginnings of that for private members

[31:58] only people went to Rockstars, right? So

[32:00] we could have you know um you Michael.

[32:04] Rockstars conference or something like

[32:06] that and then that would anyone who has

[32:07] that domain now he could sell it to

[32:09] somebody else and that person will be

[32:10] given access but it's coming up. I just

[32:12] wanted to introduce these concepts to

[32:14] you and how it'll affect local affiliate

[32:16] and just hard straight rankings

[32:19] combining uh for those of you wrestling

[32:21] fans or crazy old ECW in Philadelphia uh

[32:24] back in the 90s and early 2000s. Uh, I

[32:27] actually have something here where I

[32:28] actually flew a drone down the metaverse

[32:30] on one of it. Uh, but I embedded. So,

[32:32] I'm just showing how you can combine

[32:33] three things and how it generated real

[32:34] money within an hour. Real money. It's

[32:38] done for link building purposes. I had

[32:39] some links in it, but a tweet goes out

[32:42] at the time, 84 likes, but I embedded

[32:44] it. I I recorded in the metaverse and

[32:47] then shared on a different decentralized

[32:49] social media decentralized publishing

[32:50] platform uh called hive or peaked I'm

[32:54] sorry peak peak p a kd those weird

[32:58] spellings.com they reward you with

[33:00] crypto so within a within a minute or an

[33:02] hour or so I got.5 hive tokens got some

[33:06] likes got indexed by Google and then

[33:08] this one actually generate 82 views and

[33:10] what's my crypto there I earned they

[33:13] convert that into US dollars and people

[33:14] could donate make crypto to me. If they

[33:16] liked it, I could build a channel. Not

[33:17] as good as YouTube. Decentralized. I own

[33:20] it. They can't censor me unless I do

[33:22] something really off the charts,

[33:25] illegal. So, for anyone who's lost had

[33:27] clients, lost a YouTube channel,

[33:29] something controversial, medical, uh,

[33:32] legal, anti antivaccine, whatever it

[33:35] was, right? You can have the

[33:37] decentralized platforms and there are

[33:39] currently seven big ones and there's an

[33:41] entire network of one that could open up

[33:43] a percentage of a universe of 1,600

[33:47] third party decentralized video sharing

[33:49] sites. A good chunk of which when you

[33:51] show up you post it on one or two of

[33:52] them and they probably maybe send it out

[33:54] depending on which um associations they

[33:56] have. You could probably pick up 10 or

[33:58] 20 URLs, do follow links in the

[34:01] description, pop it in back the way, and

[34:03] each individual URL on the on the clone

[34:04] platforms all get indexed by Google. So,

[34:07] I just wanted to show you that as an

[34:08] option.

[34:09] You're literally making it rain right

[34:11] now.

[34:11] Oh, damn. Look at that. I don't know if

[34:14] that's good or bad. You need to pause,

[34:15] take care of it for a sec for it's

[34:17] dripping right here. So, is there

[34:20] anything we have to watch out for for

[34:21] just for everyone's laptops and stuff?

[34:23] I want to make sure your your your you

[34:25] know, your personal property is

[34:26] protected. Thank you.

[34:29] Making it rain. All right, I'll take it.

[34:36] Well, that that one I was of all the

[34:37] things of public speaking, that's one I

[34:39] wouldn't have expected.

[34:43] All right.

[34:48] I'll make everybody a deal. I'll rip

[34:50] through some more. If there is obviously

[34:52] a security concern, you have to move the

[34:53] table so that we can pick this up

[34:54] another time in a break in the session

[34:55] if anything resonates with you.

[34:57] Hopefully, we're okay, but we'll find

[34:59] out.

[35:02] Thanks.

[35:04] All right.

[35:06] Gota gota love it.

[35:15] Sorry for the you at home watching this.

[35:16] We have a little uh rain delay

[35:19] for the baseball analogy.

[35:21] Hey, bring the terms out.

[35:23] Forget the terms. Thank you. I'll keep

[35:25] this going for right now. Rockstars was

[35:27] here Thanksgiving of 2022. This is a

[35:30] different platform. The one that I

[35:31] showed that was indexed uh later on for

[35:33] the white collar crime lawyer and

[35:35] they're going to show with Rockstars as

[35:36] well. So, I put in Rockstars. I pinned a

[35:38] memory. This is tied to NFTTS, but you

[35:41] put in memories and you can't really

[35:42] spam this. But once you're in the

[35:44] system, you buy your first NFT, they

[35:46] allow you to pin real memories. Now, if

[35:48] it's overly spammy, they don't like it

[35:50] and they might even kash you. There's a

[35:52] little bit of a centralized element to

[35:53] it. But this one's pretty neutral. I

[35:55] left a nice memory. I think I came down

[35:57] here, shook hands with people, left it.

[35:58] I dropped the link to

[36:00] rockstarsconference.com. I think under

[36:01] the SEO Rockstars brand where it didn't

[36:04] get all the screenshot pinned to here,

[36:06] this location in this particular

[36:08] platform at the embassy suites latitude

[36:10] and longitude. So the question is what

[36:13] does that do right

[36:16] that perplexity links number two and

[36:19] which one is this is this is that's the

[36:21] full memory this one also simultaneously

[36:23] if you earn enough credits and what they

[36:25] call collect rent and stuff you earn the

[36:27] right to do other things in the

[36:28] ecosystem

[36:30] yes sir the garbage bin thank you

[36:32] another

[36:34] Pete you okay

[36:36] Pete Chad you all right

[36:38] okay

[36:38] what did you search rock stars Dallas

[36:41] Yeah. Yes. SEO Rockstars conference

[36:43] Dallas for 2026. I just wanted to see if

[36:45] it got indexed. That was the number two

[36:47] link. It had not yet at the time clicked

[36:49] into the sources on Perplexity, but at

[36:51] least you see these things are getting

[36:52] picked up because they're they're

[36:54] readable pages. Not a lot of uh this one

[36:56] was a AHF's uh domain rating domain rank

[36:59] 26. Nothing fancy, but you see it popped

[37:02] into perplexity and it also will rank in

[37:04] um Google on its own. Copy paste indexed

[37:07] in Google. And then we did the thing

[37:08] today. I think I'm on page two for that

[37:10] same URL. You can also pin that very

[37:13] same memory into the interplanetary file

[37:15] system, IPFS. Have any of you ever dealt

[37:17] with that? They actually spit out like

[37:18] it's just a basic little text HTML blurb

[37:20] and your picture, but it's in the

[37:22] permanent internet. So, if that platform

[37:24] goes down, it still stays out there and

[37:27] that actually dropped a second link. I

[37:29] think one of the ones I did for HS for

[37:30] us, it would picked up the IPFS version,

[37:32] but that one I showed you was called the

[37:34] memory link. So, you have a little

[37:35] nuance in there, but you get double

[37:37] benefit possibly.

[37:39] the SEO professionals for all of you.

[37:41] The takeaway benefits um you can alter

[37:44] up your link footprint. You're not just

[37:45] hitting with WordPress sites and link

[37:47] inserts and PBNs and citations. You can

[37:49] mix up the footprint a little bit if you

[37:50] wish and you think that's appropriate.

[37:52] Now, AI and a different story, but for

[37:54] the ones where there still that 10 blue

[37:56] links, this could help you depending on

[37:58] that keyword. Um some platforms do pass

[38:01] on latitude and longitude coordinates

[38:03] depending on what you're doing for um

[38:04] for local, you know, just it's there if

[38:06] you need it. uh monetization for you the

[38:09] agency owner. You can monetize a little

[38:11] bit while you're helping your clients.

[38:13] Nothing fancy, but it's one thing to pay

[38:15] domains and you're on the hook for all

[38:16] the content. It's another thing to

[38:18] actually get paid back a little bit just

[38:19] to help offset your hard cost or

[38:21] increase revenue flows or whatever you

[38:22] think is appropriate. Now, are they

[38:24] scalable? No. But at least it reduces

[38:26] hard costs type of thing. So, at least,

[38:27] you know, improves the bottom line for

[38:28] that times whatever multiple is

[38:30] appropriate. Um digital assets allow

[38:34] increased value of your entity. So if

[38:36] you own NFTTS and sometimes they give

[38:38] away bonus land for free. I've picked up

[38:40] one of the platforms. They gave me like

[38:42] 150 bonus land plots. Each one's its own

[38:45] domain. So if I mint them so small

[38:46] amount of little gas fee like two cents

[38:48] on the Polygon blockchain ultimately

[38:51] besides my time, I'm in for three, four,

[38:53] five bucks and I picked up 150 things

[38:56] that could be deemed valuable and have

[38:57] monetization elements because I would

[38:58] actually own the core route land plot.

[39:02] Some of them are different. They do

[39:03] triangles, hexagons. Some carve out city

[39:05] blocks, others just do an arbitrary

[39:07] latitude and longitude rectangle. It

[39:09] depends on the platform. And none of

[39:10] them are all inclusive. It's fragmented

[39:13] right now. We'll see how it plays out,

[39:15] but I just wanted to let you know it's

[39:16] there. I'll show you what one looks like

[39:17] in a second. Um, we talk about AI

[39:20] platform as sources or links, the

[39:23] built-in tier 2 backlinks, reduce

[39:25] chances of censorship or suspension.

[39:27] Some are just straight up you can post

[39:28] anything. anyone in any high-risisk

[39:30] industries, peptides, cannabis, anything

[39:33] adult, um the decentralized platforms

[39:36] will allow that in there. Be careful, be

[39:38] smart, but you have an option. Whereas

[39:40] if you put on YouTube, you'd be done

[39:41] within, you know, 72 hours or whatever

[39:43] the number is. Other benefits are still

[39:45] pending. Alternative currency payment

[39:47] methods. We're in Texas, uh September,

[39:51] they signed a law. Gold and silver is

[39:52] legal tender here in the state of Texas.

[39:54] Okay. 13th 14th state. Simultaneously,

[39:58] Texas also has a bullion depository in a

[40:01] town called Leander north of Austin that

[40:04] has huge amounts of private bars of gold

[40:06] and and some other metals, but primarily

[40:08] gold. The state controller in the same

[40:10] bill that was signed into law by the

[40:11] governor allows the state controller to

[40:15] create a actual Texas currency that will

[40:18] be issued and utilized digitally by May

[40:20] of 2027, possibly with QR code, possibly

[40:23] with a credit card. still in the works.

[40:26] Good or bad, it's there and it's backed

[40:28] up. So, tonight's a Friday night, you

[40:29] want to be a degenerate, you want to go

[40:30] to the gas station, get cigarettes and

[40:32] beer, you can pay it in cash, credit

[40:33] card, or by May of 2027, presumably

[40:36] lonear gold digital, you could do that.

[40:39] Um, there also are people are buying and

[40:41] using the gold back. Some people are

[40:42] junk silver because they don't like what

[40:43] fiat is doing. We've seen silver as of

[40:45] today, the skyrocketed up, you know,

[40:47] yesterday, I think closing price was

[40:48] $90, $91 somewhere in there. Huge

[40:50] acceleration in the last three months.

[40:52] So people want to be able to use this

[40:54] currency which opens up an opportunity

[40:56] for you. So keep that in mind. The web

[40:58] three domain names are also like vanity

[41:00] plates. Crypto address 0x gobbledegook.

[41:04] Most of the time it's done with a QR

[41:05] code. If someone actually types that in

[41:06] and they oh is that an L or a one, a

[41:09] zero or an O? Good luck getting the

[41:11] money back. It's gone. Someone just woke

[41:13] up with a bonus in somebody you don't

[41:14] know. These serve as it's like the it's

[41:17] like the VIN number in your car. How

[41:18] many people remember the VIN number?

[41:22] Okay, you're you're one of the few in

[41:23] the country who does. But if if we had

[41:26] if we had Marino one as a license plate

[41:28] or RTS one, easy to remember. It's

[41:31] assigned to the VIN number so people

[41:34] could send the money that way. Easy to

[41:36] remember, branding purposes, things like

[41:38] that. So that's the current use of the

[41:39] web 3 domain name. I just try to open up

[41:42] more based on what these, you know, the

[41:44] decentralized uh sites and things like

[41:46] that as time goes on. We'll see. I say

[41:48] I, but that's part of our feedback in

[41:51] our conversations. Um, if your client

[41:53] accepts Bitcoin for any reason, there

[41:54] are Bitcoin specific local maps that get

[41:57] indexed in Google for citations, but

[41:59] also simultaneously ranking for blank

[42:01] service city accepts Bitcoin. And you

[42:03] could also optimize for that as well.

[42:04] I'll show you in a minute. Um, and then

[42:06] if anyone wants to pay you an

[42:07] alternative currencies, I'll show you a

[42:09] quick one as well. So, uh, I just did

[42:11] one self- serving, moving on. But the

[42:13] privacy coins, I wanted to test it out.

[42:14] I'd work. I rank number one in Google,

[42:16] but this is perplexity. Oh, the um so

[42:20] you know, Monero, Zeno, all the rest.

[42:22] I'm ranking for that and I'm the sole

[42:24] answer for right now. You guys are smart

[42:26] enough. You'll kick you'll kick the snot

[42:27] out of me. I did it as a test case, but

[42:29] it's there for right now as of this

[42:31] minute. um for your existing domains,

[42:34] your dotcoms, your nets, uh GoDaddy, if

[42:37] you have something where it's just a

[42:38] domain and no website yet assigned and

[42:40] only on the Ethereum blockchain network,

[42:43] no Polygon, not Base, not Bitcoin, just

[42:45] Ethereum, you can sign, you can use the

[42:48] com that you own as the crypto wallet

[42:51] address in GoDaddy. They opened up that

[42:53] thing about a year ago, had some

[42:54] hiccups. Hopefully, they open up more

[42:56] wallet options, but it's there as an

[42:58] option. So use your your unused domains.

[43:00] You can use it as branding for the in

[43:01] the short term and or potentially use it

[43:04] to enhance the value of a domain that

[43:06] you decide to flip. Just wanted to keep

[43:07] you in mind. Um there are some new web

[43:10] uh methods coming up about park domains

[43:12] to monetize them better than just

[43:13] slapping something to GoDaddy or

[43:15] Afternic or whatever it is you're trying

[43:16] to sell. Risk tolerance jurisdiction. US

[43:20] is strict on this, but it's possible.

[43:21] Talk with the attorney elements here.

[43:23] You can now tokenize your dot domains.

[43:26] So, if you if you have a domain that's a

[43:28] premium, again, I own laptops.com and I

[43:30] don't have a website assigned to it. I

[43:31] want to sell it. I want to get a million

[43:33] dollars for it, but realistically, if

[43:35] it's built up in time goes on, we could

[43:36] get to two million.

[43:38] Do you own that?

[43:38] No. I I wish I did. I wish I wish, but

[43:42] now you can put it with one particular

[43:44] registar. It only came up in the last

[43:45] three months or so out of Europe. Um,

[43:48] you can register with them instead of

[43:49] GoDaddy or Namecheep or whatever you

[43:51] want. And then they have a sister

[43:52] company partner that integrates with

[43:54] each other. You can then put it on the

[43:55] market and then sell fractional domain

[43:57] percentages of it. So you can make a

[43:59] million shares at a dollar a piece as

[44:01] NFT tokens. Then if the thing flips, no

[44:04] website attached to it, just a pure

[44:05] domain flip. Then if some if it sells

[44:07] for 2 million

[44:09] minus the small little fee, everyone

[44:11] will get their $2 per NFT token, per NFT

[44:14] share that they purchased. So the trick

[44:16] also is that is not only would that

[44:17] happen, but anyone who buys one of those

[44:19] like the second level domain roofers.

[44:20] generation. They bought a small micro

[44:23] fraction of laptops.com.

[44:25] You can then build a token gated

[44:27] community around it and that becomes the

[44:29] asset that someone could take over and

[44:31] as you sell the domain, the business

[44:32] gets attached to it, a private members

[44:34] area for laptop junkies or domain

[44:36] flipper, whatever you think is

[44:37] appropriate. It's it's really the wild

[44:39] west right now. But I just want to let

[44:40] you know that was available in the last

[44:42] three months.

[44:42] Wait, I have a question

[44:43] please.

[44:44] So on your you bought Dallas County.

[44:46] Yes.

[44:46] It's a level three. somebody wants to

[44:49] buy, just as an example, uh, Richardson.

[44:53] Dallas County,

[44:54] right?

[44:54] Frisco. Dallas County,

[44:56] correct?

[44:57] They want to buy that and they can put a

[44:59] domain on there, but anybody that you

[45:02] that

[45:03] who you might want to sell Dallas

[45:05] County,

[45:06] every single time they do that, every

[45:08] month it's just liquid.

[45:09] Yeah. So, I I get a onetime commission.

[45:12] One time only. So, if they buy it, say,

[45:13] for $100, I wake up with 50 one time.

[45:16] But then they're also tag if they decide

[45:18] to take that domain in that account and

[45:19] then mint it onto the blockchain. I then

[45:21] if I so chose can make a Dallas County

[45:24] token gated community only to members of

[45:26] those people who own the whatever Dallas

[45:28] County and I could offer discounts and

[45:29] promotions and tour guides and hidden

[45:31] secrets and private meetups and do all

[45:33] the stuff that I would want to do that

[45:34] way. But I could build a business model

[45:36] around it if I so chose and wanted to

[45:37] take on that time and headache. You have

[45:39] the option. I'm looking at it from the

[45:41] SEO standpoint side because that's what

[45:43] we all care about. I just want to give

[45:44] you some extra sauce for your clients

[45:46] that they could do that as well if they

[45:48] wanted to take on that and they needed

[45:49] to have a private members only community

[45:50] and their audience was more web three

[45:52] focused big if and we're in its infancy

[45:55] right now but something just to plant

[45:57] the seed. Um and then you can pair up

[46:00] your web 3 domains. So Richardson Dallas

[46:03] County you can get decentralized email

[46:05] web conferencing and one other asset. I

[46:07] forgot which one but definitely

[46:08] decentralized email typically through

[46:09] ether mail. That way you don't have to

[46:11] be on Gmail and feeding all the all the

[46:13] data to the machine unless you want to

[46:14] have a Gmail that's active for marketing

[46:16] purposes like an active Gmail account

[46:18] for YouTube. But you can keep your

[46:20] private emails on that as well.

[46:24] Um decentralized social media

[46:25] alternatives. Let me just come over here

[46:27] under the blocking. I'll try to be

[46:28] careful and for the camera. This is one

[46:31] good screenshot I found it. Eight

[46:34] categories.

[46:36] I'm sorry.

[46:37] Pointer. Oh, excuse me. That's right.

[46:39] There we go. Thank you. podcasting and

[46:40] music. Thanks. Events, this one is not

[46:43] that great. Uh, typically luma.com is

[46:45] the biggest one that's web 3 focused is

[46:48] it's the closest in web 3 to Eventbrite.

[46:50] Hopefully that changes, but anyone does

[46:52] local events. I've got a sports bar

[46:54] client that is having um for the Super

[46:56] Bowl like a Bad Bunny lookalike contest

[46:58] or something that's going to go on

[47:00] Eventbrite. That's going to go on

[47:02] patch.com

[47:03] whatever community. But if you want to

[47:05] pick up some extra web three juice and

[47:06] at least get the SEO, but it's also a DR

[47:09] like 85, so you can pick up that type of

[47:11] thing. And it does get indexed in

[47:12] Google. Uh videos, we talked about this

[47:14] one is a deep subject. We'll talk about

[47:16] this later. Um because this also ties

[47:19] back in with the um decentralized

[47:21] publishing where you can post it and

[47:23] that's where you can generate your

[47:24] creator coins where you can get the

[47:25] publicly traded token if you so choose.

[47:28] Um they have equivalent to Reddit and

[47:30] Discord.

[47:31] Not yet. It's there, but the indexing is

[47:34] is sketchy within this subset. Micro

[47:36] blogging, that's where your mastadons

[47:39] and your others are out there that are

[47:40] really far caster, which also allow NFT

[47:43] and token gated audiences come in and

[47:44] integrate with other things. If you're

[47:46] familiar with those, that will help you

[47:47] as well. And then straight up blogging,

[47:49] I'll show you here in a minute. The old

[47:51] Wayne Gretzky line, uh, we've, it's

[47:53] butchered, but basically he says, skate

[47:55] where the puck is going, not where it's

[47:56] been. The question is, are we three

[47:58] years too early? And here's Wayne in my

[48:00] great AI image in an empty arena by

[48:03] himself waiting for the puck. Well, if

[48:05] you're three years too early or three

[48:07] days too early, you're ain't going to

[48:08] score a lot of goals. You have to find a

[48:10] sweet spot, right? So, I everything I

[48:13] said today could be this. It either

[48:15] could be trash and fall apart because

[48:17] some of these platforms fall apart or

[48:18] you could be too early or we could be

[48:20] hitting on a sweet spot. That's why I

[48:21] need the interactive capability. We'll

[48:23] talk about it later on, but open

[48:24] invitation to continue the conversation

[48:26] and I'll craft. I don't even have a

[48:28] website to tell people to come visit me.

[48:29] I'll just do a LinkedIn at the end

[48:31] because I have different domains that I

[48:33] can then customize based on your

[48:34] feedback. That's it. So that literally

[48:37] there's nothing. This is pure education.

[48:39] Um so I'm going to keep testing it. Lead

[48:41] generation, affiliate ranking, tier 2

[48:44] links, stuff like that that helps move

[48:47] it. And I just want to say thank you.

[48:49] One other thing for those of you who do

[48:50] have an NFT wallet, there's something

[48:52] called a POAP, PA, uh proof of

[48:54] attendance protocol. M if you have if I

[48:56] have one more minute I'll show one other

[48:57] thing and then we'll thank you. Um this

[49:01] one is um if it's okay with everybody

[49:03] I'll talk with you later but I can

[49:04] create an NFT that's more centralized

[49:06] and decentralized but if you have a

[49:08] wallet it doesn't require any minting

[49:10] fees on your end. I don't touch any fees

[49:13] or nothing. It just might commemorate

[49:15] being one of the first SEO conferences

[49:17] to talk about web 3 and it's a little

[49:18] badge. It'll be an NFT in your wallet.

[49:21] Will have any market value down the

[49:22] road? No. But if you like that type of

[49:25] stuff and a little commemoration, the

[49:27] side note, the the PO apps, they have

[49:29] different URLs to spit out and about 10

[49:32] to 20% of them depending on the day will

[49:34] actually index in Google and they have

[49:36] these other like special moments and

[49:38] things like that. I will show you one

[49:40] thing because there's a lot of slide

[49:41] time. Let me just come in here. I will

[49:43] show this one. So this is one of the

[49:47] decentralized platforms. It's called

[49:48] paragraph.com.

[49:50] Spits out the creator coins blah blah

[49:52] blah. this link right here. Oops, that's

[49:55] you could you can generate newsletters

[49:57] this way as well if you want to pump out

[49:59] long form content versus Instagram type

[50:01] of short form content. Side note,

[50:03] Instagram doesn't allow links in the

[50:04] posts. The decentralized versions do and

[50:07] they do get picked up and recognized by

[50:08] hrefs just and the individual posts get

[50:10] indexed by Google as well. Takes a

[50:12] little while, little omega, little tier

[50:14] 2 link boosting, but they'll ultimately

[50:16] get there. It just takes a while because

[50:18] there's so much clutter. But this is for

[50:20] a client of mine who sells a six-h hour

[50:21] driver's ed course in um in Texas, but a

[50:24] lot of people look for things locally.

[50:26] So, he teaches driver education, but the

[50:27] state of Texas says you don't have to

[50:28] come to class if you're 18 to 24.

[50:31] Instead of the long 30-hour high school

[50:33] driver's ed, you could take it at your

[50:34] own time. I think from the time you

[50:36] signed up, you have three months to take

[50:37] it. It's a whopping six hours. That's

[50:39] the equivalent of your written test.

[50:40] Then you could take it to the driver's,

[50:42] you know, driver's license office and

[50:43] schedule your time and then do your

[50:44] physical driving tests. So, people still

[50:47] look for these things locally. So, his

[50:48] little thing, this is my whopping anchor

[50:50] text, El Paso. Href's picked it up. I

[50:52] have two links. This is the most

[50:54] powerful one by far. He's now number one

[50:56] for six hour driver education El Paso in

[50:58] the organic, the overview. It depends on

[51:00] the day. For right now, the reason why I

[51:03] bring all this up decentralized, you log

[51:05] in with a wallet, but then you can embed

[51:07] a YouTube video. This is a private one.

[51:09] I'm going to put this on 2x. Give me

[51:12] just one second. Make sure there's no

[51:13] audio. So, in El Paso, excuse me, put on

[51:17] 2x here. Ah, just to save your time,

[51:23] um, close to um, UTP, University of

[51:26] Texas El Paso is the, um, is the

[51:27] stadium. And on the north side of their

[51:29] stadium, they have a roundabout for

[51:33] driving. Difficult for the average

[51:34] person who's young and driving to even

[51:36] handle those. Let alone if you're a

[51:38] college student leaving the game and

[51:39] drunk and you're getting in a car, which

[51:41] you shouldn't be. College football.

[51:44] Yeah.

[51:46] So this but this is a perfect example of

[51:48] a DWI lawyer. So I'm going to show the

[51:50] one thing you cannot do in the real

[51:51] world legally, morally, costwise. You

[51:54] can replicate here and I'm showing a

[51:56] single car accident if it was narrated

[51:58] properly and better edited whether it be

[52:00] through AI or manual on the process. So

[52:02] this should be on 2x. It should take

[52:03] about a minute. So here you are in El

[52:05] Paso

[52:07] flying a drone over. You can switch from

[52:09] the drone, drop to a person here in a

[52:12] second. Wave high. I'm in the parking

[52:14] lot now. I'm drunk. This is the

[52:16] narration. As an example for this

[52:17] particular thing, you can hop into a

[52:19] car. This is all first generation tech.

[52:21] This is early 2000s video game quality.

[52:24] Hop into a car, drive the car, bang the

[52:27] car up here. But remember, no headsets.

[52:29] Remember at the very beginning, no VR,

[52:31] no glasses. This is a YouTube video that

[52:33] I made private for him. I'm showing you.

[52:35] But then you bounce around. You're now

[52:37] on the north side. Everyone in El Paso

[52:39] recognizes this with the M. You come

[52:41] around and you have these cliffs. You're

[52:42] drunk. Uhoh. Uh oh. Uh oh. Bang. Boom.

[52:46] Cross. There's your whole thing. That's

[52:48] your That's your metaverse. You can

[52:49] never replicate that in the real world.

[52:51] Could it be done in AI? Without

[52:53] question. Could you get the background

[52:54] between point A and point B and showing

[52:56] emotion? Football stadium, car crash, A

[52:59] to B. There's high emotion connection.

[53:01] That's where the AI things could be

[53:04] done, but you have to be really artful

[53:06] if at all. Then you could put this on

[53:07] something like a YouTube, optimize it

[53:09] for El Paso, get your get your links,

[53:11] co-post it on the other decentralized

[53:13] platforms, pick up more URLs, rank for

[53:15] not just El Paso, but say for West Texas

[53:17] or for the county or even for in his

[53:19] case, he ranks for the statewide terms

[53:21] because he's not local and he's not

[53:22] nationwide. So he's in that nebula zone

[53:24] where he's allowed licensing state byst

[53:26] state. So I just wanted to show you a

[53:28] couple options. That is one example of

[53:29] an earthbased metaverse. And as a

[53:31] followup something I showed Michael and

[53:32] Gregory later on if there's any

[53:34] appropriateness where I can also show

[53:35] the better looking better flowing easier

[53:37] for you to navigate regular metaverses

[53:40] but you have to get the actual dedicated

[53:41] link. They don't really rank in Google

[53:42] but they actually have passed through

[53:43] the juice. You can put links in them and

[53:45] they get picked up in analytics but you

[53:47] don't get the hard SEO value on the

[53:48] front end but you do get it on the back

[53:50] end on your analytics traffic. And you

[53:52] can also watch YouTube videos inside of

[53:54] these things and boost your engagement

[53:55] metrics on the local side, local Dallas

[53:58] plumber videos and things like that.

[54:01] They do not yet have the ability to

[54:02] place a 3D building in the metaverse

[54:04] where I can I can embed the video. I get

[54:06] links from there on the images, but I

[54:07] can't necessarily get the um latitude

[54:09] and longitude as part of the IP address

[54:11] watching the video yet. They're going to

[54:13] try to do that. So, you can start to

[54:14] manipulate local IP watching of YouTube

[54:17] videos for especially for your suburbs,

[54:20] things like that. I hit you with a ton.

[54:23] Thank you. Also, this is post lunch. We

[54:24] had the rain delay. Anything I can

[54:26] answer on the questions that make an

[54:28] impact on your business before we move

[54:30] on to the next speaker?

[54:32] Yes, sir.

[54:40] Yes, to a degree. The Oh, yeah. He asked

[54:43] about blockchain verification on some of

[54:45] this. Yes. Depends on which chain. So in

[54:47] the NFTs that spit out like on OpenC and

[54:49] on Ethereum, you'll have the Ethereum

[54:51] scan, Ethereum wallet checkers, things

[54:52] like that. Yes, the creator tokens,

[54:55] which is a very controversial one, they

[54:57] do show up in the uh blockchain explorer

[55:00] depending on what chain it's on, like

[55:01] base chain, basecan.orgexplorer.

[55:04] That's also sometimes where you get your

[55:06] tier 2 backlinks out of all of that as

[55:07] well, coming from the actual

[55:09] verification wallets. And then the other

[55:11] ones will show up on your MetaMask

[55:13] depending on where they were minted.

[55:14] They can also show up on various

[55:15] blockchain explorers. Just not as easy

[55:17] as like a straight up normal crypto

[55:19] transaction like a like a typical you

[55:20] and I exchange some Bitcoin. That one's

[55:22] not as easy, but they are on some of the

[55:24] second tier version of those. You just

[55:25] have to dig deeper to find them.

[55:32] Right.

[55:38] Sure.

[55:48] Yes, that that's still um in this niche

[55:51] for what we're trying to simultaneously

[55:52] do with the SEO with the time stamp

[55:54] verification. It's there, but it's

[55:56] really deep in the weeds. Thank you.

[55:58] That's a good thing to make my notes for

[55:59] future testing. Great idea.

[56:03] Thanks. And then like I said, I hit you

[56:05] with a ton of open invitation for

[56:06] questions afterwards if there's panel

[56:08] afterward, anything I can do to help.

[56:09] But uh I just want to introduce

[56:10] something you probably hadn't seen at

[56:12] least some of it. Open up some ideas

[56:13] depending on how you want to make

[56:14] revenue for yourself affiliate raising

[56:17] the value of your business helping your

[56:18] clients or other Yes sir.

[56:20] Do you have are you sharing the slide

[56:23] that

[56:23] Yeah, I I put it in the speaker file on

[56:25] the on the app. So however you want to

[56:27] do it, you're welcome to to share the

[56:28] the PDF.

[56:31] I'm sorry.

[56:32] It's on the computer and and I I can get

[56:34] it to you also on LinkedIn connect. I'll

[56:35] send you later on. Anything I do to help

[56:37] you, please. I just I need to have the

[56:39] conversation going because it is so

[56:41] different and the problem with AI, we're

[56:43] so used to Google Sheets and automated

[56:44] workflow and spitting out clawed

[56:46] artifact AI, you know, all the new stuff

[56:47] that we're used to and and ranking what

[56:48] we're doing. I'm also trying to reach

[56:50] people where they are in their worlds

[56:52] because they may not cross over to

[56:53] Google. Well, we simultaneously get the

[56:55] Google rankings what we want, what we

[56:56] know or other search, I'll call it

[56:58] Google and AI, you know, chat, GPT,

[57:00] perplexity, the rest of it. But you can

[57:02] also play that ecosystem with their

[57:03] emotion and win two birds one stone.

[57:05] you're not quite sure which way it's

[57:06] going to hope, but like you were saying

[57:07] before, the goal of course is as Ted Ted

[57:11] articulated really well that four scroll

[57:13] event or that fourclick actions before

[57:15] you get to page two and now you have to

[57:16] ask people to do more and number one

[57:17] ranking isn't what it used to be because

[57:20] ultimately are we helping our clients

[57:21] when it's are we helping them generate

[57:23] real money, real emotion and this is the

[57:25] stuff that can also keep a client happy

[57:27] and a retention play with a little bit

[57:29] of SEO but also keeps them happy from

[57:31] them being defected when someone's

[57:32] trying to poach your business which for

[57:34] those you running agencies No one's ever

[57:35] had their business poached. Right.

[57:36] Exactly. So, if I can help out and are

[57:39] there any other questions online that I

[57:40] can help with or

[57:42] none. Thank you everybody. I know it's a

[57:44] lot. I appreciate it.




============================================================
SEO Rockstars 2026: Day 1 - Panel Discussion
Video: https://www.youtube.com/watch?v=TDXSq5Jrgf8
============================================================

[00:04] Just kind of like a little round up.

[00:05] Anybody ask them anything? I have a

[00:08] question for that.

[00:09] Yes.

[00:10] Um, just out of curiosity, when you buy

[00:14] the domains,

[00:17] what domain broker do you use?

[00:20] Number one. And number two, when you

[00:22] when you talked about transferring how

[00:24] GoDaddyy's going to let you transfer to

[00:28] let's I don't know how you explained it,

[00:30] but basically if you already own a

[00:31] domain like you use the example

[00:33] laptops.com

[00:35] and you want to convert it to a stay in

[00:37] a GoDaddy system.

[00:39] Answer that second one. Uh do do two

[00:41] like this. Does that help you better for

[00:42] the recording? Okay, I get two fisted.

[00:45] All right. So the um the answer to the

[00:48] second question she asked if

[00:51] you're going to go transfer say from

[00:55] GoDaddy or to it's one to tokenize a

[00:57] domain and potentially sell. Okay. So

[00:59] that one is a web three thing and that

[01:01] one is currently used through a company

[01:02] called Deora and that's tied in with

[01:04] free name. So freeame is the first if I

[01:06] believe correctly and I may be wrong but

[01:08] I believe it's the only registar that's

[01:10] a combination of web three domains where

[01:12] you could actually own the whatever and

[01:14] something customized uh the one that's

[01:16] out there unstoppable has a suite of dot

[01:19] extensions uh crypton things like that

[01:23] uh ETH and ETH and one or two others are

[01:25] the only ones that have um recurring

[01:27] renewal fees the others are onetime

[01:29] purchase only but so freeame is also

[01:31] simultaneously an I can approved

[01:33] registar So you transfer out of GoDaddy

[01:36] your account, transfer it into Freeame

[01:39] when everything does in the 24, 48 hour,

[01:41] whatever propagation time of the

[01:43] transfer. Once it's in your account, you

[01:45] then would link it up with Deora. And

[01:48] then that has to have, I believe, a

[01:49] three-year minimum domain registration.

[01:51] And then at that point, you could put it

[01:53] out there and tokenize the domain if you

[01:55] so choose. Again, that's some

[01:56] jurisdiction issues because we're here

[01:57] in the US, but that would allow you to

[01:59] fractionalize your domain. Um and

[02:01] therefore it would stay there in their

[02:03] marketplace their aftermarket you could

[02:05] send traffic to it. Uh the link the

[02:08] landing page does index simultaneously.

[02:10] I forgot to mention that. So if you want

[02:12] to have it rank you know their reseller

[02:14] page or their aftermarket page ranks and

[02:17] then that also begins a process where

[02:19] you could market it and other people if

[02:20] they so choose you can market yourself

[02:22] or others who are familiar with it could

[02:24] start to buy fractional pieces of a high

[02:26] premium domain like laptops.com.

[02:29] Um, so but I'll walk you through the

[02:31] mechanics later and and no, the first

[02:33] part of your question again was which

[02:34] one?

[02:37] I kind of lost it, but uh the first part

[02:39] I think you answered how you tokenize.

[02:41] The second part is if you were just to

[02:43] buy a domain that's decentralized, would

[02:46] you use free names?

[02:48] Uh, yes and no. The free name will allow

[02:50] you to get the NFT and the minting and

[02:51] the customization. So you have all that

[02:53] flexibility. However, if you want to buy

[02:55] just to rank for something quickly where

[02:58] uh I think I mentioned what that

[02:59] dappling network whatever limo that used

[03:01] to be spit out when people would do the

[03:03] HTML pages uploaded to GitHub and then

[03:05] exported out to the various ports kind

[03:07] of like a hub and spoke model. That's

[03:09] when you'd pay. You could go to

[03:10] Unstoppable by Richardson texas or

[03:13] whatever you'd like. Um pay your $5

[03:15] domain renewal and then have your

[03:16] decentralized hosting connected with it.

[03:19] And that's the one that normally won't

[03:20] rank in Google, but if you add limo

[03:23] orlink to the end of it, it will show up

[03:26] in a regular web browser and that's

[03:27] crawable. And that one typically has a

[03:29] DR of like a 71 72 something like that.

[03:32] Dang.

[03:33] For for indexing and that's depending on

[03:35] the price point. If you get a longtail

[03:36] keyword, you could then depending on

[03:38] where you host your content because they

[03:39] have also Unstoppable gives you a

[03:42] profile URL on ud.mme

[03:46] whatever. And I I did one here for us. I

[03:48] think I did SEO conference.learn. I paid

[03:50] like two bucks for it. It's in my crypto

[03:52] wallet. I'll transfer, you know,

[03:53] afterwards. And then I'm trying to get

[03:54] that one indexed. I don't know what the

[03:56] DR is, but that interim page links to

[03:58] rockstarsconference.com.

[04:00] You get that as a bonus. But then if you

[04:01] take the extra time um to

[04:03] [clears throat] do the ETH and build out

[04:04] a like an HTML page or a couple pages,

[04:07] that's where you get the higher DR and

[04:09] it can index pretty quickly because it's

[04:10] whatever subdomain.

[04:12] Orlink. Uh but it doesn't work on any of

[04:15] the others. Crypto.limo.nf. NFT nothing

[04:18] yet hopefully that's coming up soon but

[04:20] just where we are right now it's rolling

[04:22] the clock back to HTML pages that were

[04:24] ranking in Google like in 2003 and the

[04:26] web 3 version they have they have a

[04:28] while to catch up

[04:29] talk about decentralized posting

[04:31] ah uh there are three of them right now

[04:34] one is a centralized sorry they have a

[04:36] platform where you can build like a

[04:37] customized site where there are

[04:38] different blocks but you can integrate

[04:39] all the different things in YouTube uh

[04:41] I'm sorry the answer to the question she

[04:43] asked about decentralized hosting I

[04:44] didn't forgot to mention her her

[04:45] question so you have the decentralized

[04:47] hosting and then they allow storage or

[04:50] an annual renewal fee where they allow

[04:51] like a branding of a URL and stuff but

[04:53] it's kind of clunky. That's one. There's

[04:56] another one out there called Pinata uh

[04:58] where you can pin things and they call

[05:00] like IPFS gateways. They give you an

[05:01] IPFS or a CD or a hash number and then

[05:04] you could append that to the various

[05:06] gateways and that opens up a brand new

[05:08] set of URLs. So you have a front-end URL

[05:10] that's different.

[05:12] It's kind of like um what was the old

[05:14] thing where you could do uh URL

[05:16] manipulation where you could change

[05:17] everything in the front end, but you in

[05:18] a text file you copy replace and you'd

[05:20] end up with X amount of front-end

[05:21] domains and you could send like your

[05:23] tier two links and stuff. It's perfect

[05:24] for tier two links because they're

[05:25] otherwise orphan pages, but if that

[05:28] still has efficacy in your SERs, it may

[05:30] not, especially for maps and AI, it's a

[05:33] little tricky right now, but you can

[05:34] still get the back links and then power

[05:36] everything up and at least power your

[05:37] juice up in combination with everything

[05:39] else we learned here. You know, more the

[05:40] more advanced stuff, but especially with

[05:42] the on page. Sean, thanks for everything

[05:43] on that. It was fascinating.

[05:45] I'd say your stuff is pretty advanced.

[05:47] [laughter]

[05:49] No, but but it would be more of a

[05:51] complimentary strategy right now. I

[05:52] don't believe it's a standalone.

[05:54] Yeah. But don't downplay yourself,

[05:58] right? You're like,

[06:00] if it goes where it's probably going to

[06:03] go, you're the forefather of this [ __ ]

[06:05] Think about that. Right.

[06:07] Thanks. Let it

[06:07] manifest. I'm I'm so wrapped up in the

[06:09] lab. I I can't see the fact, brother.

[06:11] I've been watching you grind on this for

[06:12] two and a half or three years. Me,

[06:14] myself, I'm a tester. It'll come. Watch.

[06:17] Thanks.

[06:17] You know what I And when it does, you're

[06:19] going to feel so [ __ ] justified cuz

[06:21] like, yo, I told you everything

[06:23] [laughter] you saying, you know, right

[06:24] now it's not, but it might. But it

[06:25] might, but it might. I heard a lot of

[06:27] but it might. One of them shits is going

[06:29] to turn and you're going to be right

[06:31] there ready to take advantage of it. And

[06:33] so should we be, right? If we know how

[06:35] to follow, stay in contact with Matt.

[06:37] And I know that's a lot to take in,

[06:39] right? But remember what I said. Also,

[06:41] I'mma do my best to make it

[06:43] and give you something where you could

[06:45] kind of go and implement. I might need

[06:47] your help with that because I don't know

[06:48] if just coding and your presentation

[06:50] enough. I'll probably have to touch

[06:52] base.

[06:52] Thank you.

[06:53] Awesome.

[06:53] Guys, any question?

[06:55] True story. I don't know what year it

[06:58] was. I think it was Dory's first year.

[06:59] She had this guy named Bobby. You might

[07:02] you might remember him. He came and he

[07:05] was trying to get us all to give him

[07:06] $1,000.

[07:08] And we were like,

[07:10] "Dude, what do you [ __ ] shit?"

[07:12] Become a founder of Kraken and made $50

[07:14] million and we all regret it. What?

[07:16] Wait, what was it? What?

[07:17] Oh crap.

[07:18] He was talking about tiptoe.

[07:20] He was sitting That was like 2012, 2013.

[07:22] I got to buy this Bitcoin thing. We're

[07:24] like, yeah, whatever, dude.

[07:25] Like, no, you got to look into this

[07:27] Bitcoin thing. And it was like really

[07:28] cheap. And it's like he had a link

[07:30] emperor. He had the indexing software

[07:33] stuff. I think his intro was like

[07:35] Harvard or something. I remember he had

[07:37] a Harvard background.

[07:39] He ended up just quitting everything.

[07:41] From what I heard, he made like 50

[07:42] million. That was like 50 million many

[07:44] years ago.

[07:44] Wow. and Kevin Bambino

[07:47] way out

[07:50] 50 million Bitcoin was like 30 bucks and

[07:53] I was like no down

[07:57] [laughter]

[08:00] hey guys um cuz I want to say this so

[08:04] that when it comes you're going to be

[08:05] like damn you know it's going to be

[08:06] recorded you know or at least audio uh I

[08:09] remember when I used to tell and present

[08:11] on short videos being so important right

[08:13] but they wasn't in Google yet, right?

[08:16] And I even showed people, yo, look, bro,

[08:18] this [ __ ] is in Bing. They have short

[08:20] videos and long videos. Why is why would

[08:23] Google not do this? Especially because

[08:24] people's attention spans are so short,

[08:27] right? So then, you know how justified I

[08:30] felt, bro, when I saw short videos on

[08:33] the ser?

[08:36] Well,

[08:38] that that's how he's gonna feel. You

[08:40] know what I mean? when posit

[08:44] right just from telling you that bro I'm

[08:47] telling you Matt

[08:48] yeah one of you

[08:48] one other thing just from the news we're

[08:49] talking about gro and pulling in the

[08:51] real time stuff uh because we're seeing

[08:52] things like uh Iran you know currently

[08:54] in the news as of today so for the

[08:56] recording purposes today is January 16th

[08:58] 2026 so Iran's currency in in recent

[09:01] weeks went to nothing so you had your

[09:03] fiat currency so you saw an influx of

[09:05] people jumping into the privacy coins

[09:07] because they had a flight to safety and

[09:08] they couldn't buy gold or silver so

[09:10] that's what they could do there. Now,

[09:11] will that necessarily happen here?

[09:13] Probably not. But what the interesting

[09:15] thing is is that the office of the

[09:16] controller of the currency and other

[09:18] things that are coming in there on the

[09:19] currency side. Um, you're going to see

[09:20] the ability now, they approved it uh at

[09:22] the banking level that banks have been

[09:24] given the green light to do it where

[09:25] they can engage in riskless crypto

[09:27] transactions. So, the bank can become a

[09:30] broker. So, I don't trust I don't know

[09:31] anything. It's Bitcoin. I don't do a

[09:32] wallet. So, Bank of America, Chase, if

[09:34] they so choose. And I don't know if it's

[09:35] a branch by branch level or state byst

[09:37] state or soon just nationwide or crypto

[09:39] the credit unions, you can see at a

[09:41] local credit union, you could walk in

[09:43] there and your grandma or whatever could

[09:44] walk in and say, "I want to buy this

[09:46] Bitcoin thing." And they could engage a

[09:47] buy and sell, maybe capture a small

[09:49] little spread, but they can't front run

[09:51] or they'll have some restrictions on it.

[09:53] But also with the new ISO uh standards

[09:55] and some of the other things that are

[09:56] going on in the news on that your

[09:58] Walmart, I believe, is going to accept

[09:59] Bitcoin. Um, and then on I think I

[10:01] mentioned one thing very briefly on

[10:02] there, but something that DPIN that DPIN

[10:05] is the decentralized physical

[10:07] infrastructure network where they're

[10:08] going to have um and I forgot what the

[10:10] parent company is. I know some of them

[10:11] will you can actually hold hardware on

[10:13] your homes to uh or buildings wherever

[10:15] in flight path say of the low-level

[10:16] drones that are flying because they need

[10:18] more precise data than the current FAA

[10:20] regular airline flight. So at the thing

[10:22] of the sub 30,000 foot altitude. So they

[10:25] need people like us to come in and own

[10:26] nodes. And now the question is the

[10:28] return on investment stuff like so I'm

[10:31] looking at that

[10:33] actual hardware hardware but you get

[10:35] rewarded with x amount of crypto nodes

[10:37] back

[10:38] I have a buddy that does that

[10:39] yeah he drives around

[10:41] well around his track and gets crypto

[10:43] for it

[10:44] and that's what the you can receive it

[10:46] however because depending on how it's

[10:47] structured I'm looking at the deepen

[10:49] nodes there's a new search engine that's

[10:51] right now the we talk about search

[10:53] engines all day long I think there are

[10:54] five search engines that own the index

[10:57] of billions and billions of pages.

[10:58] There's Google, Bing, Yandex, BYU, and a

[11:01] and a fifth one. There's a potential

[11:03] sixth one, but right now, I don't want

[11:05] to put it up there yet. They're selling

[11:07] nodes on it, but it's going to be a

[11:08] decentralized one, but they've invested

[11:10] it in the actual index, and then they

[11:12] would make their money on API data and

[11:13] stuff like that. They reward us instead

[11:15] of a centralized server like like go to.

[11:17] So, the question is, oh, everyone, oh,

[11:18] there are 500 search engines out there,

[11:20] but everyone uses Google or Bing or

[11:21] whatever it is. In this case, they're

[11:24] doing um they're going to give those

[11:25] nodes, but even so, even a small little

[11:27] crypto miner or their nodes, I'm looking

[11:28] and I don't I couldn't put it in there

[11:30] yet. They don't yet have the ability for

[11:32] us to drop in links and append our

[11:34] crypto miners or our deepen hardware

[11:36] miners yet with a clickable link or even

[11:38] a readable even just pure text, but they

[11:40] could read it. It's not there yet, but

[11:41] I'm waiting to get answer. So, followup

[11:43] that you could actually you could slap

[11:45] in a crypto miner at your client's

[11:46] office, the cheapo ones for 10 bucks.

[11:49] you don't care if it then you slap it in

[11:50] there because you have the IP address

[11:51] and then you can slap in a link forward

[11:53] slash keller for water heater or

[11:55] whatever and then you have a keller IP

[11:57] address running all the time and then on

[11:59] the crypto minor things so the question

[12:01] is would that be appropriate is it

[12:02] better for a tier two this is where the

[12:04] nuance in the weeds is where I've been

[12:05] going in but that's where it's going

[12:06] I have a question um the URLs you know

[12:10] you're talking about them getting

[12:11] indexed can you tell if people crawl

[12:13] them or not

[12:14] yeah uh the easiest one copy paste does

[12:16] it show up in Google then the question

[12:17] is I I use hrefs as the as the base as a

[12:19] proxy.

[12:20] I wouldn't do that. If Google's crawling

[12:22] them, they're they're in the link

[12:23] database.

[12:24] That's what I'm think. But I'm having

[12:25] some trouble getting that because some

[12:26] of them are so weird like they're off a

[12:28] blockchain explorer.

[12:29] So you can't tell really if they're

[12:30] being crawled by Google.

[12:33] Do we have reports?

[12:35] I I try to look at competitors once are

[12:38] and and then nothing else. I just th I

[12:40] throw some tier 2 links or Omega or

[12:42] something just to force it and see if I

[12:43] can get anything out of it. My data

[12:45] isn't that great at it yet. I mean, I'd

[12:46] love to talk some of the mechanics.

[12:48] That's that's a great question.

[12:49] Yeah.

[12:49] Okay. So, I just want to because you

[12:51] talked fast as one of So, you can't see

[12:55] Google.

[12:56] Sometimes you can't, but only after it's

[12:57] already been fully indexed, but has it

[12:59] been crawled yet? That

[13:00] can you see crawl data on the stuff that

[13:02] you're talking about?

[13:03] Not yet. Because because you don't have

[13:04] like search console, you don't have

[13:05] analytics yet because it's all third

[13:08] party. So, because I don't control

[13:09] anything

[13:10] and that's why I'm using something like

[13:11] a crawler, Samrush, HS kind of as a

[13:13] proxy even if it doesn't show up in

[13:15] Google. It's not it's not pretty and

[13:17] it's clunky, but great question that

[13:19] that's something I need to end for us

[13:21] going forward.

[13:22] Thank you.

[13:23] Questions? Anybody have any questions

[13:25] for any of our marvelous speakers up

[13:27] here?

[13:30] No questions.

[13:32] Might as well.

[13:32] Yes.

[13:34] I'm really interested

[13:40] I call them parasites, but

[13:43] can I have access to the stores.

[13:46] Yeah. Yeah. No, let me get the let me

[13:47] get something together. I just didn't

[13:48] know what would resonate with people.

[13:49] So, I'll make sure I get something to

[13:50] you. Also, I read you're doing something

[13:52] on eye gaming and local. Is that um on

[13:55] yours when you speak? Is that tomorrow

[13:56] or Sunday?

[13:57] Sunday.

[13:58] Sunday. Are you doing more like

[13:59] scavenger hunts and gamifying a city?

[14:02] Is that what you're doing yet or no?

[14:04] But I'm really interested.

[14:06] Yeah. Okay.

[14:07] Hey, Matt, we're gonna create a game,

[14:10] right? We're going to create a game,

[14:11] throw it on there, case study the whole

[14:13] [ __ ] Neesa, you down? We're going to

[14:15] take we're going to what we talked about

[14:16] yesterday. Let's just create our own

[14:18] [ __ ] throw it out there, case study the

[14:20] whole [ __ ] up. If it works, then we'll

[14:22] do it again private and monetize it. But

[14:25] and that would be a great way to test,

[14:26] right?

[14:27] Yeah, that that could work. And also

[14:28] even if you work say with at the local

[14:29] level with the Chamber of Commerce, if

[14:31] you have an otherwise boring town,

[14:33] right, whatever, you could theoretically

[14:34] go there and take raw pieces of land and

[14:36] then have people go out as like a as a

[14:38] physical scavenger hunt with augmented

[14:39] reality clickable link and the content

[14:42] something

[14:43] but you could but your video then you

[14:45] could have that piece of cont say

[14:47] learning of just uh Keller, right? So

[14:49] you could have Keller Texas, learn

[14:51] Keller Texas, but it's brought to you by

[14:53] Plum House Plumbing or Michael's roofers

[14:57] or whatever it is appended into the AI

[14:59] content with the logos have a physical

[15:01] scavenger hunt, but if the weather isn't

[15:02] dependent, people can't physically do

[15:04] whatever, then they could go on a

[15:05] metaverse scavenger hunt where you could

[15:07] appensate promo codes on the back or

[15:09] some sort of token event or something

[15:10] like that, but it's still in its

[15:11] infancy. But you could make an otherwise

[15:13] boring city come alive. And then it's my

[15:16] old minor league baseball thing.

[15:17] Tonight's thing is brought to you in

[15:19] part, this third inning is brought to

[15:20] you in part by SEO Rockstars or

[15:21] whatever, right? But then you can append

[15:23] the content and sponsor with a clickable

[15:25] link back to them or a landing page on

[15:26] the Chamber of Commerce, but it's that

[15:28] page is sponsored with the link so they

[15:29] get the URL juice, but you're getting

[15:31] that IP traffic coming in and engagement

[15:33] possibly.

[15:34] You keep saying it's not there yet and I

[15:36] mean I agree, right? But anybody ever

[15:38] heard of Pokemon Go?

[15:40] Anybody ever seen kids going around? So

[15:43] it's possible, right? And then for I

[15:44] gaming dog possible because you make the

[15:46] game make them get involved.

[15:48] Well, and and that that's going to be

[15:50] fascinating stuff because because now

[15:51] you could you can make local come alive

[15:54] combined with the videos we learned

[15:55] today.

[15:55] Awesome.

[15:56] Aaron, you have a question. Okay. Okay.

[15:58] Brian,

[15:59] I got a question for Joe. If there's a

[16:01] roll up, let's just say four companies

[16:04] and one company is doing a million,

[16:07] second company's doing two million,

[16:08] third company's doing three million,

[16:10] fourth company's doing four million.

[16:11] they do roll up and merge and there's

[16:14] going to be overlap of customers. Some

[16:16] companies in there may benefit more than

[16:18] others. If you're a paid media, if

[16:20] you're a social media or maybe two SEO

[16:21] companies, whatever the matrix is during

[16:24] that exit, how do you weigh the value of

[16:27] how much you get percentage of how much

[16:28] revenue you contribute?

[16:30] If your contribution can be complex

[16:33] because we may have a better overlap of

[16:36] customers than the other company over

[16:37] here and one company may be a better

[16:40] entrylevel service than another company

[16:43] that is a better upsell or whatever it

[16:45] may be. How do you map that out on how

[16:48] much do I get now?

[16:49] Oh, I love that question. It's loaded

[16:52] question.

[16:53] Loaded. Yeah,

[16:54] I have to Okay, top my head. I think the

[16:57] the to start the um I'm have to stay on

[17:01] the side of it because I'm running this

[17:02] top of my head. I would say

[17:05] based on revenue contribution is a

[17:08] framework to start. But if you really

[17:10] look into it, there's got to be a way to

[17:13] rule out the overlap, right? Because

[17:15] when you when you when you JV together

[17:17] on the on on the road up, you can

[17:19] probably clearly map it out what is

[17:22] who's contributing to what in what

[17:23] stages of the business. So there'll be

[17:25] always a way to track it.

[17:27] I could see that creating conflict

[17:29] because I was like, "Oh, well, I'm the

[17:31] reason these customers are coming in."

[17:33] Another company say, "Well, I'm the

[17:34] reason we're increasing the average

[17:35] ticket." And the other company be like,

[17:37] "I'm the reason that we're retaining

[17:38] them because

[17:40] there value because of that because I am

[17:44] the the number like top generation.

[17:48] You would never have that revenue

[17:49] generation. You have this service that

[17:50] don't retain them. Maybe it's a

[17:52] conversion rate optimization."

[17:54] And so as it grows, is it a four-way

[17:56] equal split? Is it like, well, you get

[17:58] 36%. You get X percent. How do you come

[18:02] up with that complexity of some saying,

[18:04] I deserve more than you because I am

[18:06] doing X. Each person feels like they're

[18:08] doing more than, you know, they want

[18:11] more. Yeah. They're contributing more.

[18:13] If I was leading that road up, this is

[18:15] what I would do. I when when everybody

[18:17] join force together, I would first clear

[18:20] it out because there's no upsell yet,

[18:22] right? There's no oh I bought in the

[18:24] customer then you upsell that wasn't

[18:26] that wasn't happening yet that's stage

[18:28] two that happened after you decide to

[18:31] join force road up right so I would say

[18:33] when you decide to join together that is

[18:36] the moment to define like to clearly

[18:39] define like what are we thinking who is

[18:42] going to contribute to what and map out

[18:43] the entire customer journey so I would

[18:45] say the fair way to do it is and when

[18:47] that happen when you join force together

[18:50] that's you mapped out the percentage

[18:51] because after that it's become it

[18:53] agreement right it's a two stage it's a

[18:55] twostage thing because based on what you

[18:57] say if you don't draw up the agreement

[18:58] in the when you join together that's

[19:00] become super messy because I can say my

[19:03] conversion rate clean everything trump

[19:05] everything you can bring in all you want

[19:07] right I increase 20% conversion rate do

[19:10] I put business so I really believe it's

[19:13] I was going to do it I do it in stages

[19:15] join together define it clearly based on

[19:18] what everybody can part and after that

[19:20] you partner that's you you're on

[19:23] everybody benefit

[19:24] at that starting point. I'm assuming

[19:26] it's not a four-way split.

[19:28] It would not be because when they come

[19:30] in they already at they already at

[19:32] different sizes already, right? But

[19:34] that's a total divided by what you're

[19:36] contributing in at what stages. So it in

[19:39] the beginning you can clearly define

[19:41] until thing got muddy until you have a

[19:43] customer like wait a minute my 100

[19:44] customer that I bought in now you have

[19:46] the upsell you increase you know the AOV

[19:48] by 20%. But then the the conversion guy

[19:50] said, "But you know what? I changed up

[19:52] everything. That's why you increase

[19:53] another conversion rate by 5%." See, but

[19:55] that's but that but that

[19:57] amount of revenue but the most amount of

[19:59] value is there. Are you rewarded for

[20:01] that?

[20:01] I would say I would say I'm

[20:04] thinking right now top of my head I'm

[20:07] not going to assign a value to the value

[20:10] portion yet until I know exactly who is

[20:14] on the table.

[20:17] Right.

[20:19] followup question following this

[20:20] scenario.

[20:22] Good question. Now

[20:23] you got to answer first. When you're

[20:25] this roll up, are you talking about four

[20:27] companies merge up and they're going to

[20:29] try to do the exit soon or they roll up

[20:32] work together for a while and now that's

[20:34] a whole new company that just started

[20:36] working together and then they exit.

[20:38] Which one work together for a while?

[20:39] Because you're gonna have overlap

[20:41] customers where I'm SEO, you're CRO,

[20:44] you're a software, you're paid media,

[20:46] you're social media. people alone who

[20:48] are doing great, but we got

[20:49] that's a lot of different worlds. Let me

[20:51] ask a question that I think was very

[20:53] helpful along the same lines. Yo Joe,

[20:56] what if it's four SEO agencies that do

[20:58] the same exact [ __ ] following the same

[21:01] numbers he said, right? One's doing one,

[21:03] one's doing two blah blah. So 10 mil

[21:05] total, four companies,

[21:07] then would it go off IBIDA avoid

[21:11] the same

[21:12] and and they're trying to exit quick. So

[21:13] like me and if I had an agency me and

[21:16] three people team up what's the ebida

[21:17] let's exit how would that like how would

[21:20] something like that work if it would

[21:21] work

[21:22] okay if you were doing that way so the

[21:24] only people I would team up to roll up

[21:26] is you don't share the same book right

[21:28] you have no you have no conflict right

[21:29] because all

[21:30] all unique customers same industry

[21:32] right so if you're in the same industry

[21:34] three SEO agency combined together then

[21:37] you just split the you just do the um

[21:41] the equity based on the ela that you

[21:43] contribute. Yeah, that that's a clean

[21:45] cut. Now, to answer the Brian question,

[21:47] that's kind of the roll up that we talk

[21:49] about, right? Okay, you have one SEO

[21:51] agency, then you have a social media

[21:53] agency, then you have a paperclip

[21:54] agency, then I mean, let's just say

[21:57] there's three and then web design with

[22:00] web design, then you upsell everything

[22:01] else,

[22:02] right?

[22:03] When that's the case, I would more focus

[22:05] on the truth is there's no clean cut at

[22:08] the beginning. I would more focus on

[22:11] after you combine together how much

[22:13] bigger you can be together because if

[22:15] you think about it let's just say okay

[22:18] it's four company easier right is 25%

[22:21] fair I don't know so how much more do

[22:23] you want 30 what like 30 uh 20 25

[22:30] if I was leading it the talk the true

[22:32] talk is if we exit for $100 million that

[22:37] you know you cannot freaking do it alone

[22:39] Is that extra 5% that much of a

[22:41] different? It is different but compared

[22:43] to you have to do it alone to pointless

[22:45] no deal.

[22:46] What if it's so skewed though like okay

[22:49] we have four companies and I'm the

[22:51] lowest revenue. Let's just say one

[22:52] million. One two three four. We joined

[22:54] forces at 1 million but after we joined

[22:56] I become 90% of the future revenue and

[22:58] I'm now generating you know I don't know

[23:01] five million and now I become the

[23:03] weakest revenue at the starting point

[23:05] but as the company matures I'm the

[23:07] strongest product and any future revenue

[23:09] I'm doing 90%. Like why am I only

[23:11] getting 25% when 90% of the revenue

[23:14] after we join forces is because of me

[23:15] because you wanted to roll up

[23:18] you can well okay great let's put this

[23:20] way let's look at it it differently if

[23:23] you would have a startup um four ways

[23:26] right CEO COO CTO CMO combined together

[23:30] you all put in 100 grand together to

[23:32] combine a $400 based company startup

[23:35] right your job when you start is equally

[23:38] distribute so now Okay, on the exit, you

[23:41] know how it is when startup the CTO do

[23:43] most of the stuff in the beginning if

[23:45] it's a software company. Then the CEO

[23:47] doesn't do a whole lot until there's

[23:48] money and more people involved. The CEO

[23:51] absolutely do nothing until you have

[23:53] employees. So now even though the work

[23:56] is in proportionately in different

[23:58] stages of that of that side of life at

[24:01] the end of exit would you say well but

[24:03] when I exit the CEO actually and the CEO

[24:07] and CEO arguably doing most of the work

[24:09] deleted it deleted the point would would

[24:12] at that point if there's a startup

[24:14] combined would you go back and say you

[24:16] know what CTO you're not going to do 25%

[24:18] I'm gonna give you five see what I mean

[24:21] I think if you think about that Okay.

[24:23] Then you see rolling up is exactly the

[24:26] same thing. You partner with something

[24:28] this whole new thing even it's not

[24:30] called startup but the mentality behind

[24:33] it is identical right you come in at

[24:35] different stages doing different thing

[24:37] that's why you can either distribute a

[24:40] the equity based on contribution of the

[24:42] revenue or you can do a vetting schedule

[24:44] as well right you can do a vetting

[24:46] schedule like a lot of startup does it I

[24:47] mean good startup actually do vetting

[24:50] schedule instead of like a four-way

[24:51] split right if you look at like all the

[24:54] one that go to billin there's no way

[24:57] they will split evenly in the very

[24:59] beginning or even co do not earn

[25:01] everything you have to you have to earn

[25:03] your vetting schedule because what if

[25:05] you don't produce so to answer your

[25:07] question if you have a very clear

[25:09] vetting schedule based on the the end

[25:11] version of the exit that you want to

[25:13] create you can kind of gauge okay this

[25:16] guy bringing in web design is the

[25:18] beginning right and then the next

[25:20] product probably is it a social media

[25:23] because it's the next uh value letter

[25:24] that's only three grand a month and Then

[25:26] the highest is the SEO because it cost

[25:28] the longest time, right? So you can kind

[25:30] of walk the whole journey and figure out

[25:32] what which service is going to

[25:34] contribute to what revenue chain, right?

[25:36] And then you can have a vetting schedule

[25:38] accordingly based on that price point

[25:40] and then vet it based on what is really

[25:42] produced and not produced.

[25:44] Would you take on let's see if there's

[25:45] four and there's a fifth company and

[25:48] they're doing no revenue but you're like

[25:50] we need that. How do you value that?

[25:53] I would just buy them out

[25:54] prevenue. What if they say I want to be

[25:56] a part of the exit? [cough] Let me let

[25:57] me lock arms. I want to do the roll up,

[25:59] but I'm prere.

[26:00] I would say you're going to have to

[26:02] assign a value yourself. If you if this

[26:04] guy say no, right? Same thing is like

[26:06] the book, right? You're going to have to

[26:08] assign you're going to have to assign a

[26:09] value for that for that particular value

[26:11] because if you say, okay, this guy have

[26:13] no revenue, but yet if I if they become

[26:16] part of us, we're going to increase I

[26:18] don't know, AVO AOV by 50% like

[26:20] instantly or there's a value for that

[26:23] and that's the number I'll use. So I

[26:25] think the way I treat all this like

[26:27] equity split is you just need to assign

[26:29] an honest number if you were the other

[26:31] guy,

[26:32] right?

[26:32] Well, what he said, so like what he just

[26:35] said and you just answer would a

[26:36] potential option be to like do some

[26:39] phantom equity that vets if certain KPIs

[26:42] are met and if they're not met then [ __ ]

[26:44] out of here.

[26:44] Yep, you can do that's that's what I was

[26:46] saying like vetting schedule I think is

[26:48] most solution to is a solution to most

[26:52] equity or disagreement. Because right

[26:55] you say I can do this you say you say

[26:57] you might do this well okay let's let's

[27:00] trust but verify right because if that's

[27:03] the case then you apply the same rule to

[27:05] everybody else then everybody could be

[27:07] in at exit everybody get out and exit

[27:10] and based on performance that you say

[27:12] you you agree

[27:13] I mean wouldn't you also have in a

[27:15] scenario like that it has four people

[27:18] they already come in with a value of of

[27:21] of and so if you get a 15 or x value and

[27:24] somebody unfortunately passes away in

[27:26] the middle or one of the CEOs gets

[27:29] fired, their value of their company has

[27:31] already been set. So couldn't there be

[27:33] like a base if they walk away? They

[27:35] don't want to work with you anymore. If

[27:37] this is your value when we exit, you can

[27:39] get your four million. That's what your

[27:41] value is coming in.

[27:42] You could you could do that. That gets

[27:45] extremely complicated, right? Because if

[27:47] you think about it, if you decide to

[27:49] join force and exit, there got to be a

[27:51] timeline. It cannot be like in we're

[27:53] going to do it indefinite right it got

[27:55] to be a time usually well it depends

[27:57] three year five year whatever the

[27:59] timeline is right you have exit go if

[28:02] you would go to trial to do the roll up

[28:05] usually what we do is we reverse

[28:06] engineer on figure out what strategic

[28:08] buyer that will even buy us then you go

[28:11] figure it out right that's how that's

[28:13] the game you go figure out what they

[28:15] want to buy versus creating what exactly

[28:18] what they want to buy and then you

[28:20] create that thing and you give it to

[28:21] That's how you get the biggest exit in

[28:24] the fastest way because right now you

[28:26] there's a chance that you you don't know

[28:28] what you're rolling up right like

[28:30] especially the fifth guy right in your

[28:32] scenario. Four guy creating value one

[28:35] guy no value yet but you think it's

[28:37] going to create value well let's ask the

[28:40] future buyer do you think it's going to

[28:41] work?

[28:44] Is the voting controlled by the guy who

[28:46] has the most amount of revenue at the

[28:48] time of the roll off? I'm four million.

[28:49] I got the most in revenue. You have four

[28:51] CEOs. You have four alphas. Who is gonna

[28:53] lead? If I'm saying, well, I'm gonna

[28:55] lead. I'm the $4 million revenue. I have

[28:58] the most voting shares. I'm contributing

[29:00] the most. I'm the boss.

[29:01] Great question. I forgot which um public

[29:04] trade company did that. They literally

[29:06] told you, "Sure, we're going to go IPO,

[29:08] but all of you have no voting right at

[29:11] all. Ever. You can say whatever you want

[29:13] to say." like it's you can you can

[29:15] create whatever agreement you create

[29:17] before you join force together. You can

[29:19] say you know what even though I'm the

[29:21] smallest guy but I want to call a shot.

[29:23] If the other guy say yes, then put in an

[29:26] agreement. That's what will be it. Like

[29:28] basically when you when you do the deal

[29:30] together, that's when the time you

[29:32] figure out all this, right? Like if

[29:34] that's what you want, you say, "Okay, I

[29:35] want to go with uh whoever have the

[29:37] highest security." Like let's say like

[29:39] voting, right? Right. Each percentage is

[29:41] one vote for example, right? If that's

[29:44] what you want to do, well, it's up to me

[29:46] say are you sure? Okay. Or like no.

[29:50] Then you know your answer. Then you you

[29:52] have to negotiate, right?

[29:54] The most important thing is four people

[29:55] have to get along. It has to be

[29:56] chemistry.

[29:57] Oh, huge thing, right? The idea of man

[30:00] you don't just lock arms.

[30:03] It has to be. It's same thing as like

[30:04] partnership, right? Who who here has a

[30:06] business that have a partner?

[30:08] How do you feel about partnership if you

[30:10] cannot get along?

[30:11] American

[30:15] marriage because your whole money tied

[30:17] to it. I mean, your marriage is tied to

[30:18] 50% so to speak, right? the business

[30:21] 100%

[30:23] 100% tied to it. So never do business

[30:27] with anyone that you don't like. It's

[30:29] because of money. It it doesn't work. It

[30:31] just life is too short, man. All right,

[30:34] that's that's my take on that.

[30:36] I have a question for Chad because I

[30:37] want to ask him before I forget.

[30:39] What? What? You don't want to answer no

[30:41] questions, Chad? With your cowboy hat?

[30:44] [ __ ] got me in sunflower dresses.

[30:47] Those are real.

[30:47] You want to answer some questions? Those

[30:49] weren't AI, by the way. [laughter]

[30:52] He's gonna play it off like it's AI box.

[30:55] That was so real.

[30:57] So, what I wanted to know was um so I

[31:00] started building a little tool with some

[31:02] API blah blah blah. And then what I hit

[31:04] was I didn't like this price blah blah

[31:07] blah. So like you know between cling

[31:09] potato this that you know G uh Google's

[31:14] just too [ __ ] expensive. I'm not

[31:15] doing that. It's not what I'm looking to

[31:17] do, right? I wanted to know um

[31:20] do you have like insight like yo cling

[31:23] mic is good for this this is good like

[31:24] you know or you haven't tested them that

[31:26] much I haven't gotten that far down that

[31:28] line

[31:29] no I've tested them a lot um

[31:32] it is kind of a crapshoot

[31:34] but the ones worth yeah the ones that

[31:39] this is on camera so

[31:41] they're not then cool but there's not

[31:43] I don't want to rip on any of them but

[31:45] like some of them are terrible

[31:47] physics like they're just not there yet

[31:49] and some of them are coming up quick

[31:51] like Sadream

[31:53] is coming up and it's it's looking

[31:54] really good and they just finally went

[31:56] into 1.0 you know, but if you want to be

[31:59] like safe like cling will will get you

[32:01] there at like half the price of Sora and

[32:03] Vio

[32:05] and the in the fifth partner in your

[32:06] scenario who comes in and they want

[32:08] everything. It's like Kim Kardashian,

[32:10] right? Like her her brand is way

[32:12] stronger than yours. So even has zero

[32:15] skills

[32:16] that changes the equation, right?

[32:19] Right.

[32:19] And you know the four million guy was

[32:22] the alpha. If his IB is the lowest, he

[32:25] ain't nobody. If dude with the million

[32:26] got the highest EBIDA, he's the one that

[32:28] you know what I mean? So that also right

[32:30] Joe.

[32:30] It's all on Yeah. It's all about EBIDA

[32:32] because you could do four million a

[32:34] year, but if your EBIT is 2%.

[32:38] So the cleanest the cleanest to do kind

[32:40] of going back to what you're saying, the

[32:42] the cleanest way to do it is you assign

[32:45] a valuation, but the the moment you join

[32:47] force

[32:48] and that evaluation, that percentage, it

[32:50] is

[32:51] it is it is what it is. No matter how it

[32:53] evolves

[32:54] because after it's become partnership

[32:56] right it's like okay I have this idea

[32:58] like Matt had this amazing idea right he

[33:00] come say okay I want a thousand from

[33:02] everybody right so okay tech speaking

[33:05] it's about what 20 grand right there

[33:07] right in the room okay then it's up to

[33:10] him to say okay for 20 grand you

[33:12] actually get half the company because I

[33:14] own the other half because my he can do

[33:16] that you don't have to agree

[33:18] wonder what if the the strongest guy we

[33:20] like owns 60%

[33:22] But as a company matures, they join

[33:24] forces. The social media is the revenue

[33:26] and this guy riding the cocktails for

[33:28] free.

[33:29] They got to be

[33:30] goes down to cuts.

[33:31] That's the risk that everybody taking.

[33:33] Okay. So, you really

[33:34] you have to and also same thing. It's

[33:36] almost like it's exact same thing,

[33:37] right? You start a startup, you have a

[33:39] CEO, you have CTO, you have CMO. The CTO

[33:42] performed, create a product. The CEO to

[33:44] sell the crap out of it. Then they raise

[33:46] money. The CMO couldn't do nothing. They

[33:48] cannot scale. Then what do they do?

[33:50] vetting schedule,

[33:53] right? Vetting schedule

[34:00] smart contracts to alleviate a lot of

[34:01] headaches in between like upfront. Have

[34:03] you seen that yet or not?

[34:05] Not um I have not seen that one because

[34:08] it added the capacity of that for while

[34:10] I'm here.

[34:10] I'm sorry.

[34:11] No, that's cool.

[34:14] I'll get my question later for you.

[34:16] That's actually that's actually a really

[34:18] great question. The reason I know about

[34:20] the vetting schedule because it got

[34:21] burned before literally it's exactly

[34:24] that situation.

[34:26] Oh my god. I have I had a I had a 50-50

[34:28] partner, right? The the other 50 partner

[34:30] is the money guy and supposed to do

[34:32] certain things. So it's the the

[34:34] responsibility is clearly listed out,

[34:35] right? But we did not add a fing

[34:37] schedule because I thought, okay, you

[34:38] put up the the money, I put up, you

[34:40] know, my connection, my experience, and

[34:42] you know, the whole vision, right? So

[34:44] we're all good. Well, halfway through he

[34:46] didn't do anything. So, okay, even he

[34:48] has money game, but you didn't do

[34:50] anything at all as your position is

[34:52] supposed to be. Then I go back and say,

[34:54] uh, what are we going to do?

[34:55] Best way to you don't have to do

[34:57] anything and get 50%.

[34:58] Yeah, exactly. Right. That's for the

[35:01] other guy. For the other guy, right?

[35:03] That's really isuck is the way to go.

[35:06] So, what happened was like I did not

[35:08] know anything about a vetting schedule

[35:10] at that time. I was lucky enough that,

[35:11] you know, a lot of smart people advising

[35:13] me. They're like, "Oh, did you do a

[35:14] vetting schedule?" I'm like, "No, what

[35:16] does that even mean?" Then they show me

[35:18] this table. I was like, "Whoa, this is

[35:19] like some hardcore [laughter]

[35:22] Excel spreadsheet, right?" I'm like,

[35:23] "Oh, well, that's what the uh startup

[35:26] private equity does." I was like, "Oh,

[35:28] okay. Can I have that spreadsheet?"

[35:30] Yeah. So, it works. So, vetting

[35:32] schedule, it really is answer to what

[35:35] you just said like because the question

[35:38] when it come down to what you're really

[35:39] asking is what if the other guy did not

[35:41] perform like when we joined together?

[35:43] What are we going to do? I don't want

[35:44] any set. Maybe he gets divorced becomes

[35:46] depressed and everyone wants like oh god

[35:48] you can put all those at the clause

[35:50] right you can put all those just like

[35:51] okay just say like if you I mean any

[35:54] substantial business would have um I

[35:56] forgot about about that clause they have

[35:58] a clause just saying that if the CEO the

[36:01] key executive or you know die divorce

[36:04] pass away lost or jail what needs to

[36:06] happen next. So that is part of it. Like

[36:09] you can you can have the lawyer written

[36:11] in to that and agree up point before you

[36:13] sign it and that would solve all that

[36:14] problem.

[36:16] I'm working on a deal right now and the

[36:18] guy tried to sneak in some of that stuff

[36:20] he just said and I was like yo [ __ ] is

[36:23] this [laughter] bro? Get out of here. Uh

[36:24] and also does everybody know what a

[36:26] vetted schedule is? If not maybe you

[36:28] could explain them because that's very

[36:29] important. All right. So vet schedule on

[36:31] on a very simple term is basically you

[36:34] create some milestone that the guy say

[36:38] he will add value to that or hit the

[36:40] milestone when that happen then he'll

[36:42] get x amount of percentage and once it's

[36:45] vest is done this his because he he he

[36:48] have achieved and deliver right what he

[36:51] promised to do

[36:52] and that's called phantom equity usually

[36:54] invested on a vetted schedule

[36:56] it could it could be phantom equity it

[36:58] depends

[36:58] it could be Yeah, vesting is is the term

[37:01] that they use. Yeah. When you raise when

[37:03] you raise money.

[37:04] So, Joe, break down. How does phantom

[37:06] equity work? It's in particularly with

[37:08] vesting.

[37:09] Okay. So, phantom equity, don't hold me

[37:13] to it. I'm a law lawyer. I'm not giving

[37:15] you law advice. All right. [laughter]

[37:17] But full disclaimer, legal advice for

[37:19] education,

[37:19] not legal advice. It's for education

[37:21] advice. My own personal experience.

[37:22] Phantom equity is you use it for

[37:25] something for a someone that you want to

[37:27] bring in together but you don't want to

[37:29] give them ownership.

[37:32] Yeah.

[37:33] You see what I'm talking about?

[37:33] Copy. Copy.

[37:34] So that's what it is. It's what the

[37:35] phantom equity for. So basically it's a

[37:38] glorified

[37:40] uh profit only share agreement if you

[37:42] can look at that way right because if

[37:44] you don't want to give out equity then

[37:46] the easiest things to do is you will do

[37:48] a profit share you would do a profit

[37:50] share only agreement with a exit clause

[37:53] because when it come down to it what is

[37:55] what's the business at the end it's only

[37:57] creating two things for you one income

[38:00] second a wealth generating asset that

[38:03] only worth anything if there's a buyer

[38:06] to pay for

[38:07] So the profit uh share agreement will

[38:10] cover the income portion of it, right?

[38:12] And then the exit clause will cover the

[38:15] asset value on it. So that way you don't

[38:18] have to give out equity really. So those

[38:21] are solution.

[38:24] I had one question for Sean, but anyone

[38:26] else finish

[38:29] ask you on on your case.

[38:31] someone

[38:32] great advice

[38:33] on the equity of equity is also great

[38:36] because a business also the third thing

[38:38] is is liability that brings on you right

[38:41] so if you're negotiating with someone

[38:43] who wants to join the company or wants

[38:45] equity as a partner coming in that's a

[38:48] good way to position phantom equity it's

[38:51] like well you want

[38:53] the proceeds of the company that sells

[38:55] but do you want to take on the liability

[38:56] right now if it doesn't work out next

[38:58] year you want to take on the loans you

[38:59] want to risk with all the, you know,

[39:01] things that we're taking on and the

[39:02] risks we're taking on to grow this. So

[39:05] that's how you can kind of frame it to

[39:07] position Phantom as a better alternative

[39:09] when you're bringing in some some

[39:11] partners or employees who want to get a

[39:13] little high and high.

[39:14] Yep. Exactly.

[39:16] Yeah, that's that's I mean glad you

[39:17] mentioned that. That's how usually

[39:19] Phantom Equity on usually is being asked

[39:23] by um the one that kind of bought on

[39:26] after you know the journey started,

[39:28] right? because they don't want to take

[39:29] on the liability and then but as the one

[39:31] that started the whole thing before you

[39:33] bought someone on like really smart dude

[39:35] like that like to reframe it as like but

[39:37] you know if we you know get lawsuit you

[39:39] won't get in trouble if we have uh in

[39:42] debt we have to get more money you don't

[39:44] have to put up more so that way you

[39:45] reframe it the other person was like oh

[39:47] yeah that's kind of cool I come I have

[39:49] the owner uh privilege but I don't have

[39:50] the wrong responsibility so you can

[39:52] reframe it that way that's great point

[39:53] hey I'm I like to piggyback on that I'm

[39:56] helping someone and coaching them doing

[39:57] white label work with this woman helping

[39:59] her out and she ended up luckily man got

[40:02] a profit share job slashmarketing deal

[40:05] and then got a rev share equity profit

[40:08] share slash equity play with the owner

[40:11] of of the place that she's working at.

[40:13] So, I was helping her, not like I'm a

[40:15] big expert at this, but I know enough to

[40:17] try to help someone. And they offered

[40:20] her 15% equity, but then they took it

[40:23] away. And I was like, "Yo, hold up. How

[40:24] they going to offer you 15%." And she

[40:26] was like, "Well, I had a call with him

[40:27] and he said he's in debt and so he, you

[40:29] know, he doesn't want to give me the

[40:30] debt. So, good point, dog." Right? So, I

[40:32] was like, "Yo, but hold on.

[40:34] How much debt is he in?" Right? Find it.

[40:36] Find out because get some Phantom equity

[40:39] that only vests, right? when you get him

[40:41] out of debt or he gets out of debt and

[40:44] they were drawing out the contract. And

[40:46] that's a very good point. I almost got

[40:48] sucked into a deal, right? Like almost I

[40:51] was very close, very close to send this

[40:53] [ __ ] to the lawyer and then I found out,

[40:56] you know, there was a lot of debt and if

[40:59] I would have signed that contract, like

[41:01] guys, understand like now you took on

[41:04] that debt, [ __ ] is real. So that was

[41:07] very good point, dog, because people get

[41:09] caught out there.

[41:11] Yeah.

[41:11] Any other questions? Oh, wait. You said

[41:13] you had a question for Sean.

[41:14] For Sean.

[41:15] Oh, here you go. I was just I was just

[41:17] gonna ask on the what you've been doing,

[41:19] the old school method of lead genen,

[41:21] rank and rent, whatever. But if we're in

[41:23] a bigger city like say Dallas used to

[41:24] develop DFW, could you now with what

[41:27] you're doing actually bring that back

[41:29] but in different languages so you could

[41:31] rank for DWI lawyers in Spanish or

[41:33] Chinese or using what you're doing here

[41:35] because you're likely not going to have

[41:36] the same amount of map packs and AI

[41:38] overview competition possibly on

[41:42] we heavily use Spanish.

[41:44] Yeah. Yeah. When even when I'm setting

[41:47] up Google ads campaigns we're using

[41:49] Spanish.

[41:50] Okay. I was just I mean would you do

[41:52] anything different like your schema

[41:53] would be in Spanish and everything else

[41:55] as well? [sighs]

[41:57] Not really.

[42:00] I haven't tried that. Simon

[42:05] H

[42:08] set up correctly fine.

[42:10] Okay.

[42:14] Yeah, it's mostly like an on page thing.

[42:16] I'm not really doing the schema in

[42:18] Spanish. Are you Simon?

[42:22] I fig

[42:22] didn't you just work on a Spanish

[42:24] project?

[42:25] I think schema is for bots to read

[42:29] and they can read they can read English

[42:32] or Spanish. So

[42:33] I agree. I agree with that.

[42:34] Yeah, we do a lot of Google ads in

[42:36] Spanish

[42:37] and I mean that's that's your testing

[42:39] too. So I mean like you figure out stuff

[42:41] from what you're testing in Spanish and

[42:42] then you can implement that. So

[42:45] reason ask is because with the very rare

[42:46] exceptions all the web three stuff is

[42:48] 100% English

[42:49] is it?

[42:49] Yeah. So I mean you hardly ever you see

[42:51] a couple NFTs in Spanish and stuff but

[42:53] for the most part I just I thought

[42:54] is English like worldwide

[42:57] because so much come came from it or

[42:59] they've converted it into it

[43:00] uh from the programming and this and

[43:02] even the European countries are doing it

[43:04] in English because of the distribution

[43:06] here because of all the blockchain

[43:08] everything. So I was just curious you

[43:09] know mapping it over into other

[43:10] languages. I mean that's way down the

[43:12] road, but you just want to be aware of

[43:13] it. But what you're doing even like also

[43:15] old rank and rent private lead genen

[43:17] sites PBN's but because what you're

[43:19] doing is so advanced you could

[43:20] theoretically I guess knock it out rank

[43:22] number one for a wider area than beyond

[43:23] Keller even though it's you know because

[43:25] we're so limited.

[43:26] Yeah. See when you when Okay. So the you

[43:29] want to do something really that's fun.

[43:32] Um the plumber that I picked up that

[43:34] months back he also had a commercial uh

[43:37] plumbing business. So, I got two plants

[43:40] at the same time. That commercial

[43:41] plumbing going that indepth on all the

[43:44] different things that commercial uh is

[43:46] involved and you can be way more

[43:47] technical. It's one of the funnest sites

[43:49] I've built in quite a while because you

[43:51] could just geek the hell out and that's

[43:54] acceptable on the commercial side. And

[43:56] we were doing getting in depth on like

[43:58] what we do in restaurants and commercial

[44:00] buildings and just everything. It was

[44:02] freaking it was just a freaking blast to

[44:04] get like that indepth. And you know,

[44:08] thank God for AI. I mean, I I I wanted

[44:11] to come up with half that [ __ ] I was

[44:12] having to constantly like, "Hey, look at

[44:14] all this shit." And I'd send it over to

[44:15] the to the client. He's like, "What do

[44:17] you think of that?" He's like, "Damn,

[44:18] yeah, I didn't think all that. Yeah,

[44:20] yeah, that's awesome. How about we do

[44:22] this?" I you know, and so it it turned

[44:24] out I mean, dude, the the intake form

[44:27] when implemented is so life-changing.

[44:30] It's it just

[44:31] Did you share that? Is that part of what

[44:33] you're going to share?

[44:33] Yeah, I'll need to upload it into the

[44:35] system. I need somebody to show me how

[44:37] to upload like the the naked uh the

[44:39] naked one. Um, and any other any any

[44:42] other stuff if there's any other

[44:43] requests that you guys have for like any

[44:45] other documents and and I I tried to

[44:48] present it at like the basic level so

[44:51] that you guys could like be thinking in

[44:53] your head, well, I could add this

[44:54] document. I could add this or I could do

[44:56] this, you know, you know, because I want

[44:58] you guys out there going, "Well, [ __ ]

[45:00] Sean, man, he he should have been doing

[45:02] this and that." And like you guys need

[45:04] to like innovate and come up with like

[45:06] more to do. I mean um because like I've

[45:09] already got like things that I'm doing

[45:11] like we're like like I said we're

[45:13] changing instead of using claw we're

[45:15] actually creating a program with cloud's

[45:16] API in it that's going to reference even

[45:19] more and there is actually there are

[45:20] reasons to build [clears throat] a

[45:23] program that is your blog system and not

[45:26] just do it in claude. There's there's

[45:28] stuff going on there that you can really

[45:30] just manipulate but you got to get into

[45:32] the vibe code and kind of understand

[45:33] some of that.

[45:36] Um, since you do so much GMBB stuff,

[45:39] when it comes to signing people up where

[45:42] Google now verifies owners

[45:44] and they give you that special thing for

[45:46] there's like, you know, not not really

[45:49] there's not that many organizations that

[45:51] can even do it, but there's quite a few.

[45:53] Do you have all of your customers go

[45:55] through that, get verified with that and

[45:57] blast that all over their sites?

[45:59] I don't know what you're referring to.

[46:00] You're talking about the local services

[46:03] stuff.

[46:03] Yeah, local services. Oh, local service

[46:05] ads.

[46:06] Oh, yeah. That

[46:08] you know, it says, you know,

[46:09] Oh, the check mark thing.

[46:10] Yeah, I'm a verify.

[46:11] Oh, dude. Yeah, that's on the client's

[46:13] hands. Good luck. Uh, that's there's

[46:17] that I can't be involved in a process

[46:19] like that. There's too much like I'm

[46:20] getting social security numbers. They're

[46:22] running it through Pinkerton's. That's I

[46:24] don't

[46:25] When you But when you get a client that

[46:27] can become a local, do you get them?

[46:30] Oh, 100%. I tell them it's the best

[46:32] thing they can do. I [ __ ] about local

[46:33] service ads a lot. Uh so one of my

[46:36] clients uh used to spend we were

[46:38] spending like $60,000 a month on Google

[46:40] ads. And so that was around when the

[46:43] local uh when the local service ads came

[46:45] out. So we went through the process of

[46:47] getting the local service ads set up and

[46:49] we set it up at $20,000, you know, give

[46:52] it a try. You want to guess how much we

[46:54] spent?

[46:55] Five.

[46:56] I don't even think we spent that. So I I

[47:00] prep my clients. I always tell them like

[47:02] local service ads, you have to have

[47:03] them. They're the the one of the best

[47:06] like returns on investment uh you can

[47:08] get, but you're also going to be angry

[47:09] because it won't let you spend more

[47:11] money.

[47:12] So, it's it's they're infuriating. They

[47:16] just drive you nuts. So, um

[47:20] so yeah, I help them out with local

[47:22] service ads. I I mean I do um Google

[47:25] ads. um are helping out with that and

[47:28] then you know um we're doing the social

[47:31] media uh to expand the brand.

[47:34] Okay, so no questions. All right, I

[47:37] think that's it. Thank you guys. Uh the

[47:39] panels, thank you Sean, Chad, MATT.

[47:43] [applause]

[47:46] And last little nugget, if you can get

[47:49] reviews in Spanish, it helps with when

[47:52] people start searching in Spanish. If

[47:54] you make a GMBB post, there's nothing

[47:56] stopping you from posting an English

[47:58] version and then a Spanish version.

[48:00] Yeah,

[48:00] this [ __ ] works. I'm dropping extra

[48:02] nuggets on y'all because as the

[48:03] questions come, I like to share.

[48:06] Say again.

[48:07] They translate it for the user anyway.

[48:09] Exactly. But it

[48:11] it does it make you show up a little

[48:13] more than you should, right? cuz you're

[48:14] the one that has uh comment




============================================================
SEO Rockstars 2026: Day 1 - Shaun Mitchell
Video: https://www.youtube.com/watch?v=Dapzc7ft9Z4
============================================================

[00:04] Hey guys,

[00:07] uh I don't know if you saw my last uh

[00:09] talk that I gave. I was talking about AI

[00:12] uh guard rails and stuff like that. This

[00:15] is going to kind of uh continue on that

[00:17] theme. Um, and so what I what I want to

[00:21] go over is basically some uses of AI

[00:24] with very complicated systems to make

[00:26] them actually easy and really kind of

[00:30] how we

[00:32] radically changed up um a a lot of stuff

[00:36] in our agency and are we're getting

[00:39] better content um than ever. Like so the

[00:43] thing that I keep seeing is a lot of

[00:45] people are just like AI slopping. so

[00:47] much. It's just, hey, we're just going

[00:49] to mass page this or hey, we're just

[00:52] going to kick kick out a ton of freaking

[00:53] AI content, you know? Oh, we're going to

[00:56] throw in maybe like a little bit to, you

[00:58] know, try and improve it. Oh, we're

[00:59] going to say, hey, have some listicles

[01:01] in it or some crap. No. Um, so our

[01:05] victim for the day, and I do want to say

[01:07] I live here in Dallas. So all of you SEO

[01:10] testers,

[01:13] doing all your tests, uh, this is not a

[01:16] client, but what I did is, uh, you're

[01:18] going to see some documents, they are

[01:20] from my clients, and I just flipped the

[01:22] name out to make it easier. Um, and it's

[01:26] So I picked this, uh, guy over House

[01:29] Plumbing, who says he's in Keller.

[01:34] But wait, Google says he's in Fort

[01:36] Worth. So, we're dealing with the real

[01:38] genius over here. Just to start things

[01:40] off real quick. Um, and really like if

[01:43] you look at this site now, I mean, not

[01:46] being super critical, it's not terrible

[01:49] to, you know, you start looking around

[01:51] and seeing that the menu is not, you

[01:53] know, it's jacked. There's a whole bunch

[01:55] of stuff I discovered on this. But um so

[01:59] this is who we're going to kind of look

[02:01] at and house plumbing. Uh this is their

[02:04] homepage. We're going to pick on a a

[02:07] just wellthoughtout SEO strategy page. A

[02:11] water heater page. Wait, a water heaters

[02:14] water heater dash repair. So like we got

[02:18] a real SEO strategist working on on this

[02:21] page.

[02:22] What

[02:24] I have always you guys will constantly

[02:27] hear in SEO, oh this old thing that used

[02:29] to work is working again. You know, you

[02:32] hear that a lot with the parasites.

[02:34] Well, the parasites never went um away.

[02:36] And one of the things that like has me

[02:38] concerned as an SEO is uh you guys are

[02:42] like it almost seems like the wanting to

[02:44] write all the content that's topical. I

[02:46] completely agree with the topical

[02:48] because I'm in the brand camp. I'm on

[02:51] SEO everything. Uh, but like if you're

[02:54] only doing like topical without doing

[02:56] foundational SEO,

[02:58] I think you're going to have issues,

[03:00] especially when we're dealing with like

[03:01] a money page. And this is right here.

[03:03] This is a money page. The best SEO tool

[03:07] um for onsite is Kora. Is everybody in

[03:10] agreement on that?

[03:11] Is every is there anybody that's never

[03:13] seen a Kora report?

[03:16] Okay. All right. So a Kora report uh

[03:20] this is Kora. Okay. The way Kora

[03:23] operates is it's basically doing

[03:25] statistical analysis based off of

[03:27] keywords that you've put in and then you

[03:30] select um your competitors and you put

[03:33] in who you want. It's scraping off of

[03:36] their sites and every little piece of

[03:39] that code it's scraping to do a

[03:41] statistical analysis. And then Ted's an

[03:44] uber genius and he's figured out all

[03:46] these ranking factors and it spits those

[03:48] out. So a core report takes a while and

[03:51] uh for those of us who have done core

[03:53] reports know they are heavily headache

[03:56] inducing.

[03:58] Okay. This is not something

[04:01] you can really just take this and in

[04:04] general hand it to a VA. Would you guys

[04:06] agree? Okay. I'm going to change that

[04:09] right now. Okay. So, I've come up with a

[04:11] system that with basically with a core

[04:15] report, you can easily throw this in uh

[04:18] show a a VA how to use the core system

[04:21] and in a heartbeat, you can trust your

[04:24] dumbest VA to crank out really freaking

[04:27] good content. But to get that content,

[04:29] we need guardrails, right? Who here is

[04:33] in uh local?

[04:36] Okay. Raise your hand if you're in local

[04:38] and you're getting intake forms for your

[04:41] clients.

[04:43] Okay. Very, very good. Okay. Is there

[04:46] anybody that's not getting an intake

[04:48] form?

[04:49] Okay. So, with one of the things that I

[04:52] discovered is that I intake forms

[04:56] completely drastically change your your

[05:01] content. Okay? Because the thing that

[05:04] Google is looking for is unique content.

[05:07] When you're creating a cloud project and

[05:09] you are adding a pricing grid, an intake

[05:12] form, um, and a and a site map, and we

[05:16] could keep going on and on and adding

[05:17] more things. The content is unique to

[05:21] that person and it indexes so much

[05:24] better. Uh, it ranks so much better and

[05:27] it is that helpful content that Google

[05:29] is looking for. Are you guys getting

[05:31] pricing grids from your clients?

[05:34] You are getting pricing grids.

[05:36] We have a couple of clients that send

[05:38] out a pricing.

[05:39] Okay. Uh is anybody else getting pricing

[05:42] grids?

[05:43] Pricing grids.

[05:44] Yeah. Grids. Yeah.

[05:46] Yeah. Here. Simple pricing grid. So,

[05:48] this is a this it's this is my actual

[05:51] client. It's flipped out with House

[05:53] Plumbing. So, he came up with a pricing

[05:56] grid um and then I ran it through the

[05:58] system. He sent it over in a PDF. You

[06:00] just tell Claude just turn it into

[06:02] structured data. Boom. But what's great

[06:05] is is now I have service price range and

[06:08] uh time range for how long it is. So any

[06:11] content that I create now uh I just tell

[06:15] Claude to refer over to this. Okay. My

[06:18] intake forms are let me see if this the

[06:23] is the naked one. Um,

[06:26] typically the uh the t that if I don't

[06:31] do this with a client, it usually takes

[06:33] them two weeks to get this back to me

[06:35] because this is a lot of freaking

[06:38] information. It's huge because when we

[06:41] look at what a filled out intake form

[06:45] looks like

[06:48] and then a lot of the I do a lot of

[06:51] multilocation local so this kind of

[06:53] changes up. So,

[06:56] I had a uh one client I sent over the

[07:00] intake form. I didn't even ask for this.

[07:01] He sent over every single service and

[07:04] then what brand of tool he uses for

[07:06] that.

[07:07] That's going to be some damn good

[07:09] content. Really freaking good. So, not

[07:12] only were we using this on the money

[07:13] pages, um I follow Marino's methods for

[07:16] blogging. So, we do a lot of PAAs. All

[07:19] these same files on every single PAA.

[07:22] All of them. So, when we're blogging,

[07:24] we're putting in those pricing grids.

[07:25] We're putting in in the stuff from the

[07:27] intake form, what we do, which brands we

[07:30] work with, referrals over to the uh if

[07:33] they're using REM, why not link over to

[07:35] the RE actual water heaters that they're

[07:37] doing, include that into your intake

[07:39] form. The more that you put into an

[07:41] intake form, I think the better that

[07:44] your content is going to rank because

[07:46] it's going to be more informative, more

[07:48] helpful. There's just so many different

[07:50] freaking angles that you can go into.

[07:53] This is not actually really kind of like

[07:55] I typically when I do geos, I like to do

[07:58] geos on the intake form. So you have a

[07:59] tier one. These are your top ones. These

[08:01] are your your primary and then maybe

[08:03] your next door. Then I have my tier two

[08:05] and my tier three. You know, like here

[08:07] in Dallas, you should say, "Hey, you

[08:09] know, I get a client um that's in Fort

[08:11] Worth, but says, "Hey, I want to appear

[08:13] in Dallas." I'd be like, "Well, you're

[08:15] good luck with that. That's just not

[08:17] gonna happen." So you got to keep the

[08:19] the the geos um

[08:22] uh within reason.

[08:25] So

[08:27] all of that gets paired together with a

[08:30] core form. And so with the Kora we have

[08:34] up here we have all of the what's called

[08:38] variations. Okay. So what you do with

[08:41] your variations, you're going to simply

[08:42] just take that and you're going to pop

[08:45] it into a simple notepad and proof them.

[08:48] Okay. So, once you gone through there,

[08:51] you're going to put it into a form. And

[08:54] then you see how I have all of this

[08:56] stuff that is just

[08:59] giving you a headache. It's a ton of

[09:02] freaking crap. Okay? It's too much.

[09:05] Okay? So, I'm going to show you the

[09:08] basic. You can go way farther than what

[09:10] I'm about to do. Um, I have just created

[09:14] a simple prompt.

[09:17] I need you to write content to improve a

[09:19] service page. So, you change this up if

[09:21] you're writing a new page. Does that

[09:23] make sense? Okay. Uh, we have some

[09:25] content already. I gave them the link.

[09:27] We want a full rewrite of this content.

[09:29] Please scan the page first. Using this

[09:32] as an H1, okay? Because I designate what

[09:35] I want my H1 is. The rest of it, I could

[09:37] care less. Okay. Uh, the theme of the

[09:40] page. Uh, use semantic ICO. This is

[09:43] where you can get into your prompting.

[09:45] It doesn't really like matter what you

[09:47] guys are putting in. Um, if you want to

[09:50] put in, you know, semantic triples or

[09:52] or, you know, things about u bird or

[09:56] whatever, um, you can put those those

[09:59] things in there. I do designate because

[10:02] this is for Keller. I only want it for

[10:04] Keller, Texas. Okay? But Keller, Texas

[10:06] has little like neighborhoods and

[10:08] everything. That neighborhood content is

[10:10] extremely important. Always put

[10:13] neighborhood content when you're writing

[10:15] money pages. Okay? Even just doing your

[10:18] blogs, it's good to even have that

[10:19] neighborhood content on there. And you

[10:21] simply just need to tell um uh the uh AI

[10:27] that you want that neighborhood content.

[10:29] Now, another thing is we have banned

[10:31] chat GPT in our agency.

[10:34] We don't allow its use for writing or

[10:37] anything. It's utter [ __ ]

[10:40] And so we we completely just we don't

[10:42] even allow like simple lookups of things

[10:44] anymore in chat GPT. Uh I have such a

[10:47] low opinion of it.

[10:48] We use Claude, we use Perplexity. Uh

[10:51] sometimes we mess around with Manis. Um

[10:54] the only time I'm ever using a chat GPT

[10:57] product would be if I if I'm by coding

[11:00] and I'm checking security. So then I'm

[11:02] actually using codeex. So like regular

[11:05] chat GPT, nope, not using it. I've just

[11:08] seen too many hallucinations. So much

[11:11] like wording is just so awful. It's such

[11:14] a night and day difference between

[11:15] claude and and and chatt you can get

[11:19] into like local models if you're using

[11:21] some local models and stuff like that.

[11:22] There's lots of great freaking local

[11:24] models, but if you're using a Frontier

[11:26] Cloud's definitely where you got to be.

[11:28] Um so all right. So, um,

[11:32] yeah,

[11:41] never on the not never never on the

[11:42] money page.

[11:47] Do you have a prop that will pull the

[11:50] any sort of external authority like

[11:52] something about plumbing codes?

[11:53] Oh, so the It's funny you say that. The

[11:57] Can this hear me still? the the client

[11:59] that this is uh uh actually taken from

[12:03] his intake form does have that because

[12:04] he's big into uh water filtration.

[12:08] And there is a site out there that is a

[12:11] public site um by I I don't know if it's

[12:15] a nonprofit or if it's the government.

[12:17] They have all the contaminants and

[12:19] carcinogenics and everything in the

[12:20] water. We went psycho on that content.

[12:24] We pulled a ton and basically we were

[12:26] running it in for for each single city

[12:29] and we ran that and then ran it uh

[12:32] through claw because it read it's a

[12:34] scient too scientific. It's terrible and

[12:37] so we ran that through claw to make it

[12:39] like read better and then we also did a

[12:41] refer out link to that.

[12:43] Yeah.

[12:48] Yeah. Yeah. It's their their water

[12:51] filtration uh SEO is improved by quite a

[12:55] bit. So, but I try and keep it um I mean

[13:01] you can have a page that is hey we

[13:04] service these areas and that's a

[13:05] different page but we're talking about

[13:07] water heater repair Keller here. So,

[13:09] we're not we're going to stay true to

[13:10] the entity and we're not going to me

[13:12] mention any sing I don't even I don't

[13:14] even want DFW on the page. Would you

[13:17] link up to say something ongo?

[13:19] Yes. Yeah. Yeah, we actually do the it

[13:22] will on their site. Yes. This claude you

[13:26] can do a simple prompt. Um when I was

[13:29] building their site uh three four months

[13:31] ago just a simple prompt to get external

[13:34] stuff it had that all through the

[13:36] content that we were writing.

[13:38] Yeah. And it took no effort. I just off

[13:40] a whim asked it to do that and we we

[13:43] discovered oh wow that's really awesome.

[13:45] and it went to town on that. So, it it

[13:48] really is a lot of playing around with

[13:51] your prompt to get what you want. Uh the

[13:54] main thing, you know, that I'm wanting

[13:56] to show you guys is is that you can use

[13:58] use Kora in a very simple way u to to

[14:02] write a page now very very quickly. All

[14:05] right. So, um you notice I highlighted

[14:09] refers over to the intake form, the

[14:10] pricing grid, and this project if

[14:13] needed. So, I'm just making suggestions.

[14:15] Also include neighborhood content. So,

[14:18] this I'm not writing a book about like,

[14:20] hey, I need all this neighborhood stuff.

[14:21] And I'm making just like a basic

[14:23] suggestion. Hey, if you feel like it,

[14:26] check out the pricing grid. If you

[14:28] don't, cool. You know,

[14:31] um, okay. So, I'm going to supply some

[14:33] important uh info from a technical SEO

[14:36] document. Okay. So, I've got the

[14:38] variations. Okay. And you can see that

[14:41] basically

[14:43] all I did was literally go in to the

[14:47] Excel spreadsheet

[14:49] and I went through here and I looked for

[14:52] things that just said variations.

[14:55] That's it.

[14:58] VA can do this.

[15:00] Two years ago, VA could not do this. I

[15:03] mean, well, preI. Um,

[15:08] so the next thing is we go and now we

[15:11] have our entities. Um, are you guys is

[15:15] anyone here not familiar with entities?

[15:18] Shut up.

[15:22] Uh, in case you guys didn't know, Simon

[15:24] is probably like one of the best people

[15:26] when it comes to like language,

[15:27] understanding language. Um, he does

[15:30] crazy things with just like how good he

[15:32] can actually write a page. Uh he did a

[15:36] page in he um in Plano and somehow got

[15:41] that within what couple weeks or was it

[15:44] a week into Dallas. Um and I was like

[15:49] how in the hell and he did no links. It

[15:51] was just entities and how the language

[15:54] and the prompts of and it was the

[15:57] uniqueness. That's what I'm trying to

[15:58] get to is that it's the uniqueness of

[16:00] the content that you're providing. So,

[16:02] we're getting that uh by doing the

[16:05] outsour the the outside sources such as,

[16:08] you know, the city of Keller or things

[16:10] like that. We're doing that by doing a

[16:12] very insanely detailed intake form. Go

[16:15] psycho on your intake form. Um, pricing,

[16:19] you guys know that Google's eating that

[16:21] up. Is everybody here mess around with

[16:23] the PAAAS? Are you guys all familiar

[16:25] with that? The first one's always

[16:27] freaking cost. I mean, come on. So, you

[16:30] call the client up, you're like, "Dude,

[16:32] I got this really sucks. Google really

[16:35] wants you to start talking about

[16:37] pricing." He's like, "I don't agree with

[16:39] it. I think it's stupid." He's like,

[16:41] "Yeah, it is stupid, but

[16:44] I see it's ranking, so I know it's

[16:46] stupid, but what if we were to do

[16:48] something like I get a range?"

[16:51] H, now this conversation like with a

[16:54] client could literally take a couple

[16:56] months. Just keep the conversation every

[16:58] time you talk to the client. Keep

[17:00] bringing it up. You'll eventually wear

[17:02] them out. They'll send over a range.

[17:04] Okay. So, I'm paranoid when it comes to

[17:08] as a lawyer.

[17:09] Okay. Texas is messed up because they

[17:11] because the state bar keeps messing with

[17:13] your guys' websites. Yeah. It's

[17:16] But I think we can say it, right?

[17:18] I don't know. As far as attorneys,

[17:24] like if I'm doing a DWI, well, there's a

[17:26] whole different gamut. It could be a

[17:28] low-level DWI, could be a high level.

[17:30] So,

[17:32] put the ethics part side. I can deal

[17:34] with that, right?

[17:35] Are you saying that

[17:37] if you the I mean, what I'm saying is is

[17:41] I know how bad like the state of Texas

[17:43] is on lawyers. They're absolutely awful.

[17:46] Um,

[17:49] but on the other side, Google really

[17:50] wants you to talk about price.

[17:52] So,

[17:52] so you got to find that in between.

[17:54] The gamut would be I don't want to lo I

[17:58] don't want to be tied down to it. I want

[17:59] somebody to say, well, you put X, but

[18:02] Google might be okay with

[18:04] range. Yeah, I'm doing ranges. Um, they

[18:09] would prefer X. Uh but uh the range

[18:13] seems to be working uh fairly well.

[18:16] How about start?

[18:19] That's a that

[18:21] I I think I you can do that. But then I

[18:25] think some of the owners would even push

[18:27] back because that's a singular price.

[18:29] They know that once some yahoo gets that

[18:31] in their head, they're going to be like,

[18:32] "Well, it said $100, you know." So, this

[18:36] is a this is an insanely hard

[18:38] conversation to have with your clients

[18:40] trying to get them to put prices in

[18:42] their blogs and in their content.

[18:43] How many people?

[18:46] I don't even SEO my site. I live out in

[18:48] the sticks.

[18:52] Yeah. So,

[18:53] we had this conversation internally

[18:55] about putting or having pricing

[18:58] available for certain clients but like

[19:02] not having it page and like when we're

[19:06] talking to a client in person putting a

[19:09] QR code on something so they could

[19:12] goirectly.

[19:12] Do you mean a orphan or do you mean a no

[19:14] index page? That's right. You would

[19:16] almost have to know index it.

[19:18] Well, I assume if you no index it,

[19:21] Google is going to should ignore it.

[19:24] Should but you know how bad the AI bots

[19:26] are right now.

[19:27] Yeah.

[19:29] But I'm just wondering like if it

[19:31] doesn't if you create this page in a

[19:33] blog post, people can navigate to it and

[19:36] they can see it, but it can put it in a

[19:38] place that doesn't link from anywhere.

[19:39] Google is so hungry to display price.

[19:43] They're psychotic.

[19:44] So they'll still pull it up.

[19:46] They will I would almost guarantee

[19:47] they're going to find it. I mean, it's

[19:50] Yeah, they they love the pricing grid. I

[19:54] mean, it's the easiest way, easiest

[19:55] thing to hit in in SEO is the pricing

[19:58] grid because nobody wants to do it. They

[20:00] don't want to be first and the owners

[20:02] hate it, so they're not doing it. So,

[20:04] it's everybody's in a stalemate. So, the

[20:05] second somebody throws out a pricing

[20:07] grid, they just go freaking nuts.

[20:09] We get ranked because our our surgeons

[20:11] won't put their price out.

[20:12] Yeah.

[20:13] So, we we have a one sense that seems to

[20:16] work great and it's, you know, the

[20:17] average cost of LASIC in city name gives

[20:20] between X and Y,

[20:22] right? And we rank like for every city

[20:25] we've done that in if you search cost of

[20:27] basic city name they rank for that and

[20:30] then in the article explained it could

[20:32] vary for you coming

[20:33] that is exactly what we are doing that's

[20:35] that's the method that I think you can

[20:38] that so I think you start off on the

[20:40] hard sale start off on the hard sale

[20:42] with your clients on hey they want

[20:44] pricing and he's going to him and haw

[20:46] and then the next conversation you go

[20:49] what about range I'm seeing a lot of

[20:51] people doing the range

[20:52] That's what you I like the range better.

[20:55] I think it's easier fit. I mean, you got

[20:58] to put yourself in their shoes. They

[21:00] don't want to do it just X. I think I

[21:03] think the range is a lot better. And

[21:05] then, you know, it's subject to change,

[21:07] you know, and stuff like that. You know,

[21:08] I got a garage door client. They can't

[21:10] even do X, you know, because it's the

[21:13] depth of the of the um of the garage and

[21:16] there's a ton of freaking like factors

[21:18] on a simple freaking garage door, let

[21:20] alone a freaking like putting in a water

[21:22] heater or slab leak. I mean, who

[21:24] freaking knows how much a slab leak? I

[21:26] there's you don't know until you get out

[21:29] there, but Google wants to know and

[21:32] they'll rank you and then hopefully the

[21:34] client can get out there.

[21:37] Have you tried putting pricing in like a

[21:39] zero toggle or like an

[21:45] okay so that brings up a another thing

[21:49] there is uh un I don't know if you guys

[21:51] are aware of some of the controversy

[21:53] going around accordians

[21:55] there's there's a lot of issues with

[21:57] some some accordians you have to look at

[21:59] how the accordion is coded it is

[22:01] extremely important because uh some of

[22:04] the accordians the way they are built

[22:07] the uh AIS are not actually reading

[22:09] them.

[22:15] Yeah. Yeah. It's something to do with

[22:17] the rendering and how how it's built

[22:19] out. Uh accordians are um in fact I've

[22:23] seen other elements even the way they've

[22:26] been built by specific builders that the

[22:29] AI won't pick up on them.

[22:33] Gemini analyze one of my pages and

[22:37] just pointed that out that the accordion

[22:39] they wanted to showing the answers.

[22:41] And what builder were you using?

[22:42] Um that one it was break dance.

[22:45] Break dance.

[22:47] Yeah. Um and some people think I'm like

[22:50] psychotic, but I like Divvy. Divvy has a

[22:53] lot of issues. However, Divy Divvy 5 is

[22:56] about to be released and it's a

[22:58] breakthrough. Um we're looking at this

[23:00] core report. You guys know inside this

[23:02] Corora report, uh Ted's always been

[23:04] asking that even in the div tags and the

[23:06] style tags, hey, stuff some keywords in

[23:09] that stuff. You can't do that with with

[23:12] the other builders out there. Divvy 5,

[23:14] you can you can actually change the div

[23:16] tags to stuff them with keywords and

[23:18] stuff like that now. So, I mean, there's

[23:20] a lot of change going on.

[23:23] We talked about this in the room last

[23:25] night for anybody that wasn't there. Uh

[23:27] when you add a service in the back of

[23:29] the GMBB, it asks you do you want to

[23:33] list it as free

[23:35] uh range or a price, right? Or or none.

[23:40] I've been using the range for ever even

[23:42] though I didn't want to, right? It was

[23:45] something that my VA did years ago by

[23:47] mistake and absolutely crushes it

[23:49] because it sends the justice case and

[23:51] Google picks it up. So, even if you

[23:53] don't want to mention it on your

[23:55] website, put it on the GMV and then ask

[23:58] your client, right? This is my

[23:59] suggestion. Hey, what's the minimum

[24:02] amount you'll do this type of work for?

[24:05] 500 or there's your minimum. What's the

[24:08] maximum it'll cost? You don't have to

[24:09] put that number so you don't scare

[24:11] people away. Part two, because of the

[24:13] legality, Sean, right? Do not bait and

[24:17] switch. If you charge $1,000, don't put

[24:20] the [ __ ] range as 200 to,200 because

[24:23] you're lying and you're playing yourself

[24:24] and Google's gonna

[24:25] I mean the main thing to stress is I if

[24:28] you start adding price, you have no idea

[24:29] how much easier life is going to be.

[24:32] Okay, now here's the third step. So we

[24:34] went through hard cell, then we went to

[24:36] range, then we talked about the GMBB.

[24:39] Okay, then we the final step you have

[24:41] with the client is it doesn't freaking

[24:44] matter anymore. It does. I don't [ __ ]

[24:46] care what you say. Guess what? When

[24:49] somebody leaves a review now, they're

[24:52] leaving price. So whether you want to

[24:54] freaking leave talk about price or not,

[24:58] the way Google reviews work now, they're

[25:00] putting the damn price, dude. So we

[25:02] better get a hold of this thing, get in

[25:04] front of it, and we say what our range

[25:07] is before we let the Google Google

[25:09] reviews manipulate the pricing.

[25:12] To that very point, if someone does

[25:14] leave a review with It's manipulating

[25:16] stuff 100%.

[25:18] I mean, so I pay $600,

[25:21] whatever it was,

[25:21] right? If you copy paste the review and

[25:23] have an external link in a quote markup,

[25:25] let's say in WordPress, whatever it is,

[25:26] and you're just happy customer review

[25:28] about water heater and Keller, you leave

[25:30] a review, you're not even saying the

[25:32] price, but could that be readable if

[25:33] it's just copy paste text with an

[25:34] outbound link back to the individual URL

[25:36] in a markup post because you're quoting

[25:38] someone else's review citing the

[25:40] original source. Could you at least pick

[25:42] up that price point at that point

[25:43] without really revealing price?

[25:45] Yeah, you could do something like that.

[25:47] Is that is that a if you have it, is

[25:49] that at least a workaround in the short

[25:50] term? Yeah, I mean you could you could

[25:52] do that. The the whole the whole taking

[25:56] of a Google review and using it

[26:00] there's weirdness around that too,

[26:02] right, Mike?

[26:03] Yeah,

[26:04] there's there I would be careful about

[26:06] doing that.

[26:07] Um,

[26:09] so I currently I I use trust trust

[26:12] review as a big plugin, but like as far

[26:16] as I know, the AIS can't read it. But

[26:18] then I was talking to another guy and

[26:20] he's like, "No, I pulled it up the other

[26:21] day. The AI Reddit." So, I don't know

[26:24] what's going on with that plugin. I

[26:26] think it's one of the best looking

[26:27] plugins. I love the plugin. It's a great

[26:29] way to display the reviews. Uh, it's

[26:31] cheap, especially when you're an agency

[26:33] because I I love the thing, but the

[26:36] problem is is that the AI can't read it.

[26:39] What we're personally doing is doing

[26:40] some extra reviews in the in the

[26:42] homepage that is just pure just HTML.

[26:45] So, we know that like Google is seeing

[26:48] reviews because that's in the helpful

[26:50] content. And then the problem is when

[26:52] you run uh DG's helpful content system,

[26:55] it's not reading that trust review

[26:56] thing. I haven't got it able to read it.

[26:59] So, it doesn't exist. Those reviews on

[27:01] your site don't exist. If you're using

[27:03] trust

[27:03] reviews on your home aren't on the GMBB

[27:07] link maybe to read more.

[27:09] Yeah, we're we are doing that because

[27:11] it's it that way we are hitting the

[27:12] helpful content update. Um so um all

[27:16] right so back to uh all right so

[27:19] everybody's familiar with entities um

[27:21] this is a very important step in the

[27:23] Kora uh because the problem with um Kora

[27:27] is it's badass when it comes to entities

[27:30] but you have to really understand um

[27:34] topic and what an entity should be okay

[27:37] so this guy is in uh Keller who thinks

[27:41] that DFW area should be on that page

[27:46] Good. No. Um, so it's throwing a whole

[27:51] bunch of this stuff out. In fact, okay,

[27:54] we have a competitor, Milestone

[27:56] Electric. Um, we got FAQ. We have

[28:00] Dallas. We obviously know that shouldn't

[28:01] be on there. Um, but then we also have

[28:04] things that are kind of like leak

[28:07] detection. Well,

[28:11] well, gray.

[28:14] Um, heating. Well, heating definitely

[28:16] needs to be on the page because it's

[28:17] water heating. Uh, noise.

[28:22] Um, shut off valve. There's going to be

[28:26] Yeah.

[28:28] All right. Entity master.

[28:32] Yep.

[28:35] Maybe DFW. So careful about how you say

[28:39] we service DFW or DFW. I might mean we

[28:43] service the airport. So if you care what

[28:46] Yeah. So like my me and Simon talk like

[28:50] every few weeks or so. We're very close.

[28:52] I remember what is it was a couple years

[28:54] ago I was working on a client. Okay. And

[28:58] uh my VA had written the the content and

[29:01] they were a plumber in Plano and it said

[29:03] located in the heart of plumber. Simon

[29:05] saw that and said what the [ __ ] are you

[29:07] doing? Is this is this a heart surgeon?

[29:10] What are you doing? Don't have heart

[29:13] there. It's like what? It's just that's

[29:15] just that's how people No, that's how

[29:18] big of a deal entities are. You need to

[29:21] like trim the fat and be very precise

[29:24] with with the words that you use on the

[29:26] page. That's why Simon is is a language

[29:28] master and he can do an just do a page,

[29:32] no backlinks, nothing and rank it like

[29:34] freaking crazy and like Dallas.

[29:37] So, garbage disposal. So, you see in

[29:40] this it's picking up this stuff because

[29:43] some of the competitors have created

[29:46] water heater page obviously with garbage

[29:48] disposal and water supply and all that

[29:50] crap on there. Okay. So you ne you need

[29:52] to pair down that list simply to go

[29:55] through the notepad and

[29:57] uh get rid of it. And so I paired the

[30:00] list down quite a bit.

[30:03] And then it's simple. We go and we get

[30:06] the entities. Okay. So this was a pretty

[30:11] easy one. Usually a core report's going

[30:13] to have a lot more of this crap than

[30:16] this one. Uh but this page really

[30:19] honestly it wasn't terrible.

[30:23] Two questions. One, I don't know if you

[30:25] know the answer, but can you tell me

[30:27] what that um those those two Can you go

[30:30] back to the core page, please?

[30:31] Yep.

[30:35] Do you want to go to the home or the

[30:36] entity page?

[30:37] This is the one. So, I wasn't confused

[30:40] about what relevance and confidence

[30:41] means. That's the first question. And

[30:43] then the second one is when you do your

[30:46] knows about schema, do you tend to use

[30:48] the wiki link for that? I use Wiki and I

[30:52] use Productology.

[30:56] Yep. That's old school stuff and I still

[30:59] use it. Yeah. Don't just use Wikipedia.

[31:02] Use Productology also. Any other hot

[31:05] tips on that subject, Simon?

[31:07] Wiki data.

[31:08] Oh, yep. That one too. I mean, you're

[31:12] when you're doing schema, your schema

[31:14] can be way more content than your actual

[31:16] content of the page.

[31:17] So, it can get on the recording. Oh,

[31:19] Simon said what the question was.

[31:22] Oh, wiki data. Simon also said uh wiki

[31:25] data. So we have wiki data, we have

[31:27] regular Wikipedia and also

[31:29] producttologology for schema.

[31:34] Um and I would venture to guess that

[31:37] Graedia

[31:39] I'm sure people are already out there

[31:40] testing something like that.

[31:43] Um everybody been on Graipedia yet?

[31:47] It's It's pretty good. Uh it's pretty

[31:50] good resources.

[31:52] Um okay. So once you get the entities

[31:56] and you've got the entities, you'll

[31:58] notice that there's some like cleanup

[32:00] stuff. Uh and so I just write this is

[32:03] more info from the technical SEO

[32:05] document. So I'm right back to pasting.

[32:09] So, number of heading tags, 85. Number

[32:11] H3 tags, number of of uh word count, uh

[32:16] number of sentences, 49.

[32:18] Okay, so we have all that. Um the way I

[32:25] show a couple other things. So, I didn't

[32:27] have a site map. Um so, all I did was I

[32:32] wanted it to create a project. So I said

[32:36] I want to add the site map with all the

[32:37] pages this site has to the project. You

[32:40] can find it at that. And then it made a

[32:45] very nice

[32:50] markdown file.

[32:52] And look at how it organized it.

[32:57] There's no excuse not to have this on

[32:59] every writing content that you're doing.

[33:02] Okay? Whether you're blogging, you're

[33:04] doing money pages, I don't freaking

[33:05] care. This should be it built into every

[33:08] project. Um, I have a client that was

[33:11] taking literally three months to get an

[33:13] intake form. And so I did I said, "Fuck

[33:15] it." I gave it my blank form, showed it

[33:19] the blank form, and I and I gave them

[33:21] the website. It filled out the whole

[33:23] intake form, came up with a whole bunch

[33:24] of other [ __ ] got me ahead, and I sent

[33:27] it over to the client saying, "Hey, this

[33:29] is 90% there. I just need you to look

[33:31] over it and approve it." so that we can

[33:32] actually start running with it.

[33:35] And so that cut down on a lot of time.

[33:37] So we just figured out that trick not

[33:39] too long ago. So we'll probably actually

[33:41] be doing and filling out our intake

[33:43] forms for our clients for the most part

[33:45] and then just seeing, hey, send this

[33:46] over for approval and then be adding it

[33:48] to the project.

[33:50] Um what else?

[33:55] Uh,

[33:59] okay. So, once we did that, I paste

[34:03] pasted all that stuff in there

[34:07] and it spit out this page.

[34:11] So, all I did is I always do them in a

[34:14] word document. I would not do this in

[34:16] freaking uh uh Notepad uh because you

[34:20] need to like the tables and everything.

[34:21] So, always do these if you're if you're

[34:23] messing around with Kora. Um, you can

[34:25] use Pop also. Uh, POP's a really good

[34:28] product. It's just Kora has way more. I

[34:29] mean, if you're going to go bottles

[34:30] deep, might as well use Corora. Um, so

[34:34] it's literally you just copy all this,

[34:36] you throw it into the prompt.

[34:38] And then this took quite a while. It The

[34:42] great thing, another reason why I I

[34:45] stopped the U GPT is because I want to

[34:49] show you what happened when I threw this

[34:50] in.

[34:53] When I pasted that stuff,

[34:57] it came back

[35:00] and asked me

[35:03] all of these questions. Okay. What's

[35:05] your word count target

[35:10] brand?

[35:12] Okay. What's up with the FAQs? What are

[35:15] you talking about on triplicates? Call

[35:16] to action. I hate call to action. I I

[35:18] want to do my own call to action. I

[35:20] don't want freaking Claude doing my call

[35:22] to action. So I always tell them to not

[35:24] do that. Um and so um I answered that

[35:28] and it spit it spit this stuff out.

[35:33] So I answered uh let's look let's uh let

[35:36] loose write as much as you want. Two was

[35:39] yes uh primary but we want to work on

[35:42] all brands. So the question about ream

[35:43] is it said hey only talk about re

[35:46] by telling it and you setting up your

[35:48] cloud system you should have something

[35:50] inside of your cloud system that

[35:52] whenever you put something in it's still

[35:53] going to ask you another question to

[35:54] redefine what you're you're saying

[35:58] and then output raw HTML I only want the

[36:01] uh body

[36:04] and so we're left with this

[36:09] now this one spit out a little too much

[36:11] freaking

[36:12] uh content. This it went really

[36:15] overboard. We're at like 7500.

[36:18] Um but I should not have said let loose.

[36:25] Uh but um quite often like if I'm

[36:28] writing a new page, I will actually say

[36:31] let loose because there's going to be a

[36:33] whole bunch of stuff in there that I may

[36:37] not want. The other thing is I do not

[36:40] typically uh get into repetitive or

[36:42] redundancy in the first prompt. I do

[36:45] that in the second one. Okay. So, if I

[36:48] go in here and I say uh remove anything

[36:50] repetitive or redundant, this is

[36:52] instantly like from 7,000, it's going to

[36:54] like take paragraphs and a whole bunch

[36:56] of stuff. Have you guys done that in CLA

[36:57] before?

[36:59] Okay.

[37:01] One question. you have a software

[37:04] you would after you use the redundant

[37:05] and clean it up a little bit you'd be

[37:07] embedding YouTube videos or images or

[37:10] just to break it up because the average

[37:11] person is still going to want to see

[37:14] that broken up with the multime media

[37:16] shop in addition to header tags

[37:17] okay so I'm part of Merino's group I

[37:21] have and I do I do tons of freaking

[37:24] YouTube videos I have massive libraries

[37:26] for every single client we rank through

[37:28] YouTube uh we push maps I mean it's We

[37:31] have so much freaking video stuff that

[37:33] we do. Um, and it's it's done in

[37:36] Marino's specific way. So, what I would

[37:38] do is if I'm wanting to add in to

[37:41] YouTube, um, you would just add that

[37:44] into your project file. All this stuff

[37:47] should just keep getting added, keep

[37:48] making your project file bigger. If if

[37:51] let's say like your VA all he does is

[37:53] blogs, well, why not have like a file

[37:56] for like the HTML structure that you

[37:58] want, you know?

[38:01] you're using Elementor, you know, oh,

[38:05] you could do some like pre embeds and

[38:07] stuff like that. So, there's a lot of

[38:10] stuff that you can do. Uh,

[38:13] keep adding more. You know, I don't even

[38:15] have helpful the helpful content in the

[38:17] uh what's the other one? The uh

[38:21] huh?

[38:24] No. Uh quality evaluators guidelines and

[38:28] the uh helpful content. So this is

[38:30] Diggity uh came up with this last year

[38:34] and I I threw it in Claude. Um so this

[38:37] is basically his EAT system. So I could

[38:41] add this uh quality evaluator guideline.

[38:44] Um another thing if you want to go

[38:46] really freaking psycho.

[38:51] The I think the most impactful person

[38:54] for SEO last year was Sean Anderson uh

[38:57] from Hobo. he went through um a fine

[39:00] tooth comb over the Google lawsuit and

[39:03] the stuff the content that he's been

[39:04] putting out has been utterly amazing.

[39:07] There's so many things that you can take

[39:10] from the stuff that he's put out. This

[39:12] is his um 2025

[39:15] uh strategic uh plan. He's got tons of

[39:22] um where's I keep you

[39:24] his name?

[39:25] Uh Sean Anderson. on that document.

[39:31] Yeah. So, here's his I think this was

[39:34] his first big post was talking about the

[39:37] uh

[39:40] So, there's so much of this and there's

[39:43] ways that you can run this through

[39:45] claude and turn it into MD files also if

[39:50] you're getting bits. So, now you're

[39:51] giving it tips and tricks for SEO

[39:54] guidelines and things like that.

[39:58] So, if you have not had a chance to go

[40:01] through what Sean's put out, uh it's I

[40:04] would say it's it's critical. Um and

[40:06] there's tons of stuff that you can use

[40:08] from what he did to add it to your

[40:10] project files to write better content

[40:12] and review your SEO. So, um that's

[40:17] pretty much it. Um

[40:23] but this is just the way we are doing

[40:25] our blogs and our content and an easy

[40:29] way now with just using cloud to write

[40:32] um

[40:34] uh to use Kora because I mean it was a

[40:37] lost cause before. See all this the

[40:39] other thing is is this is all the got a

[40:41] lot of FAQs and um uh some people are

[40:44] still unaware that you can just do your

[40:46] schema in line. Um, I don't trust my my

[40:50] employees to do schema for my website,

[40:52] but I do trust them to do FAQ schema in

[40:55] line that Claude spit out. There's

[40:57] nothing wrong with that. That's easy

[40:58] stuff. Uh,

[41:00] you're going through all those entities

[41:02] yourself before you do your VA.

[41:04] Oh, I mean the V is you get you got to

[41:08] teach your VAS a little bit on like what

[41:10] entities and how laser focused it needs

[41:12] to be. Um, I haven't I have a I have one

[41:16] VA that's been with me for two years.

[41:18] His attention for detail is not the

[41:20] greatest

[41:22] and he still has no problem going

[41:24] through the list. I rarely catch him uh

[41:26] making a mistake. So,

[41:29] anything else?

[41:32] Uh quick real quick on entities on that

[41:34] what what you just were discussing. I

[41:36] personally until I trust whoever is

[41:39] going to do that and I've spent time

[41:41] with them on Zoom or they you know like

[41:43] it's one of my [ __ ] ninjas. Not

[41:45] happening bro. You do that because you

[41:47] [ __ ] up that entity report and start

[41:49] doing [ __ ] wrong.

[41:50] Entity pollution is

[41:51] pollution.

[41:52] Yeah. I would say almost every single

[41:55] website that you look at in the local

[41:57] space, every single one has entity

[41:59] pollution. They don't understand it how

[42:02] laser focused it has to be. It's rare

[42:04] that you ever come across a site that's

[42:05] not entity polluted.

[42:09] Are you finding that code or is putting

[42:12] in same multiple pieces of content and

[42:15] do you care for?

[42:17] So there are some there are some ways to

[42:19] get around that if you are having it and

[42:21] it's a little bit annoying. So the first

[42:23] thing that you can do if you keep seeing

[42:25] that the same FAQs are coming through um

[42:28] the lay you can do that by keeping the

[42:31] same chat context going.

[42:34] So I would continue writing um I would

[42:37] do blog one from here blog two and then

[42:40] if you simply just say you know don't

[42:43] make it redundant. Okay then you would

[42:47] within this context window you would cut

[42:50] that down. Okay, you could do another

[42:52] thing of uh sharing the FAQ and you

[42:55] could carry over to the next context

[42:56] window by sharing some of the FAQs that

[42:58] you have. Um, another one would be uh

[43:01] doing something like you're you're um

[43:04] training employees to actually use VS

[43:06] Code. That's going to keep you going a

[43:08] lot longer. Um, what I am showing you

[43:11] off of the cloud projects, yes, we do

[43:14] that, but we do a lot of stuff actually

[43:17] by by VS Code. So we write in VS code

[43:20] our content and that's why we get way

[43:24] more markdown documents and stuff going

[43:26] on way more there's a whole bunch of

[43:29] crap it's whole new world when you start

[43:31] using VS code

[43:32] so you write your content here and then

[43:34] you give it to Divy or then do you say

[43:36] and is this no

[43:39] so right so when they when when it

[43:41] outputs I'm always looking for like when

[43:43] I when the content gets done I'm only

[43:45] look for the stuff in the body and then

[43:47] the VA just takes that and puts that

[43:49] puts it in and then we make it look

[43:50] pretty and everything. So uh we have

[43:52] some uh we have some clients on

[43:54] elementor uh we have one client on a

[43:57] data um and then uh some most of our

[44:01] clients are on uh divvy five not four

[44:04] on divy will you go in and be sure divvy

[44:07] will you use on a local machine take the

[44:10] content from code put it local then push

[44:13] it or do you separate here's my content

[44:16] and then you have somebody make it

[44:18] pretty

[44:19] no they the VA our VAS do They make it

[44:21] pretty. They just taking it because it's

[44:23] in the um it's in the raw format. Um

[44:27] it's I mean it's not that Where is it?

[44:31] No, no, no. Yep. I I just didn't

[44:33] understand if you were taking it and

[44:35] then like having Claude look at the

[44:37] page.

[44:38] No, I'm not pushing it. It's an easy

[44:40] like it's really easy to push it from

[44:42] WordPress. It's very easy to do. We're

[44:44] just not at that stage. And the other

[44:46] thing is is we have a lot of different

[44:47] builders. uh some of the builders. Um

[44:51] well, for one, I mean, Divvy 5 is just

[44:53] coming out of beta.

[44:55] Sorry, would you do that?

[44:57] Can you show Claude real quick?

[44:58] Projects. I want to answer his question

[45:01] a little bit more just for anybody

[45:02] because a lot a lot of folks here are

[45:04] not using Claude

[45:06] projects. Not even Yeah.

[45:08] Oh, wait. You want my VS code or you

[45:09] want my project?

[45:10] Right here. Right here. Okay. to answer

[45:12] your question. Um,

[45:14] sir, I want I want to give a little bit

[45:17] more context to what you asked. If let's

[45:19] say you were you set this up and you're

[45:21] using it and it's giving you the same

[45:23] FAQs, right? What I would suggest is set

[45:26] up another project for the same client

[45:28] and don't be scared to have multiple

[45:30] clawed projects for one client because

[45:34] one client has how many services?

[45:36] Yeah. Each service should have its own

[45:40] project because then when you feed it

[45:42] the files, there's no wrong entities.

[45:45] There's no wrong blog posts. There's no

[45:48] wrong PDN incoming links. There's no P

[45:50] uh press release date. You understand?

[45:52] It's all about the one service. Then

[45:55] when you come in here and ask it for

[45:56] everything, you put in the prompt in the

[45:58] instructions, hey, once you cover one

[46:01] PAAF FAQ, do not cover it again. And

[46:05] that's it. it'll just start cycling

[46:07] through whatever you feed it. Remember,

[46:09] garbage in, garbage out. And the more

[46:11] you try to do because it's exciting, you

[46:14] start losing quality. When you stay

[46:15] laser focused, so again, multiple

[46:18] projects for housing plumbing, then you

[46:20] go one per service if you need to.

[46:23] Here's another thing is our prompt for

[46:26] doing the PAAAS before we started

[46:28] implementing the intake form was two to

[46:31] three pages just to write a freaking

[46:32] blog. Was out of freaking control. I

[46:35] looked at this stuff and I was like,

[46:36] "Yeah, that's a damn good freaking like

[46:38] prompt." But holy [ __ ] Now, literally,

[46:41] because we are putting this stuff in

[46:44] into the project, dude, it's it's like

[46:48] it's like a paragraph, maybe two at

[46:51] most. It's like you've reduced the load

[46:55] and you've made it so much less complex

[46:58] for the VAS. I mean, just because like

[47:01] you're writing writing these prompts

[47:03] that are holy crap and now you're doing

[47:06] the blog, you're just you're writing a

[47:08] prompt and you're saying, "Oh, take a

[47:10] look at the intake form. Oh, take a look

[47:12] at our pricing." So, you don't have to

[47:13] put all that crap in there. He we were

[47:15] literally he I caught one. He literally

[47:19] put like all the freaking links for he

[47:21] did the site map inside of the prompt. I

[47:23] was like, "Dude, God, Lord save me." I

[47:27] was like, you put a prop with like you

[47:29] just probably ate up the context window

[47:31] off your damn prop.

[47:34] You didn't even get to load.

[47:35] Yeah, you didn't even get to load.

[47:38] Oh man.

[47:40] Guys, any questions?

[47:42] No.

[47:44] That's the goal.

[47:45] I love questions.

[47:50] I guess some stuff is crazy. you should

[47:54] figure that out. This test a lot of

[47:56] things that he's dropping in his papers.

[47:59] The other thing is he he was feeding

[48:01] kind of that stuff grow. So you just

[48:04] talk with Gro and Gro will give you a

[48:07] lot of insights about

[48:08] Yeah, Sean's Sean's pretty active on X.

[48:11] Um I like I'm a news junkie so I love X.

[48:15] Um also a hot tip if you want to get

[48:18] into vibe coding it's on X, not

[48:21] Facebook. Uh, counter to that, my

[48:24] opinion of the SEOs that are on X is

[48:28] really bad. If you think it's bad on

[48:31] Facebook, the advice and some of the

[48:33] things that are said on X about SEO is

[48:36] holy freaking crap. It's nightmare fuel

[48:41] and it's some of these guys think

[48:43] they're really famous.

[48:46] So, yeah.

[48:47] Any questions, guys? How many people

[48:49] using claw code or claw pro, you know,

[48:52] are you using claw desktop? Do you have

[48:53] custom projects set up? If not, man, get

[48:56] to it.

[48:57] It's critical.

[48:58] Like, get to it. Then you get to

[49:00] terminal down the line. But bare [ __ ]

[49:02] minimum, bro. If you don't set this up,

[49:05] [ __ ] chat GPT. Don't talk to me about no

[49:08] custom chat GPTs. I'm tell you right

[49:09] now.

[49:10] Yeah. Second I say I see GBT, I'm like,

[49:12] well,

[49:14] stuff, right? Someone mentioned it.

[49:17] Grock is amazing when you want to know

[49:19] what's going on in the world for

[49:20] sentiment,

[49:22] right? Like what's HAPPENING REAL TIME

[49:23] NOW

[49:24] BECAUSE you can turn on that feature

[49:26] when you search with Gro, especially if

[49:28] you're using the CLI. Where do you want

[49:30] to search the actual, you know, like go

[49:33] to the internet or the internet end

[49:34] threads or just threads or X? What

[49:37] they're called threads, right? X.

[49:38] No, no, it's just X. Yeah, tweet. I

[49:40] don't I just still call it Twitter.

[49:42] Twitter. I mean,

[49:43] it goes through Twitter and then gives

[49:45] you the report, right? So like tech

[49:47] stack wise being that we're talking

[49:48] about this stuff. Google Gemini huge

[49:51] million context when go research

[49:52] everything plus it's Google. I want that

[49:55] info from Google like we were talking

[49:56] about last night right for the real time

[50:00] social media like what's going on cuz

[50:02] bro trust me uh Elon got that [ __ ]

[50:04] tight. And then the thing you mentioned

[50:05] the groipedia. Yeah right. If y'all

[50:07] haven't checked that out go check it

[50:09] out. Don't listen and not do it. Right.

[50:12] Grock deep research plus it's Google

[50:14] giving you Google [ __ ] Grock to go get

[50:17] the uh Twitter and social media and

[50:20] everything else.

[50:23] Claude Cole, I'm telling you guys, man,

[50:25] don't play this. And Madness. Madness is

[50:27] Claude Cole made easy.

[50:29] Yeah.

[50:30] Right. Because I love Madness and I use

[50:31] it. I'm running it right now.

[50:33] But that's only when I want something

[50:35] pretty fast because I don't feel like

[50:36] going in VSC.

[50:37] We Someone asked, I think the other day,

[50:39] how many of you are vi coding? And

[50:41] almost everybody in the room said yes.

[50:43] You have to get on Twitter. The advice

[50:46] and stuff that are going on. Who knows

[50:47] what Ralph Wigan is.

[50:51] We've got three hands and that scares me

[50:53] to death. You guys like need to know

[50:55] this stuff. you've got to get on Twitter

[50:57] and because the Ralph Wigum is basically

[51:00] it's a loop system that you basically

[51:02] you do a whole bunch of planning and

[51:04] like it's for more of a massive type

[51:06] project and you literally you put the

[51:08] plan in and you walk away and it's an

[51:11] infinite loop of running sprints. So

[51:13] there's when when programmers are doing

[51:15] things they have okay we have this task

[51:18] this sprint this sprint this sprint okay

[51:20] well this sprint could be connected to

[51:21] this sprint and that sprint okay and

[51:23] what happens is the Ralph Wigan loop

[51:25] runs in parallel and does all the

[51:28] activities and you just you know you

[51:30] just run off and leave it for a couple

[51:32] days and you come back to a program

[51:33] that's done on complicated programs

[51:38] it's no it's still it's still you run it

[51:41] through terminal or

[51:43] or uh VS Code. No. So, yeah.

[51:46] How do you get the interface?

[51:48] I do every I like VS Code. What are you

[51:50] using?

[51:50] I use VS Code.

[51:51] I like VS Code. Yeah. I'm not using bold

[51:54] cursor. I'm not using anything. I'm just

[51:56] doing straight VS code. But like the

[51:58] stuff and the and the changes and what's

[52:00] going on. Um you learn so much about

[52:04] what's going on with with AI from X. It

[52:07] is definitely

[52:09] SEO is awesome on Facebook. Um, I think

[52:12] that's the place to be to get network

[52:14] and make your groups. But the same thing

[52:16] is going on on Twitter for for AI and

[52:18] vibe coding and stuff. You will learn

[52:20] just a shitload.

[52:21] You're going to be mad at me. Number

[52:22] one, I told you, yo, bro, just code us

[52:24] up a [ __ ] thing that takes tweets and

[52:26] makes a updates us. I forgot to show it

[52:29] to you.

[52:30] Yeah.

[52:30] Twitter. Twitter, bro. You could just

[52:32] catch a tweet, throw that [ __ ] into one

[52:34] of these, and then it gives you a prompt

[52:37] or a tool. That's what I got. I promise

[52:39] you. Get some one of you out here. You

[52:40] want to test me? See if I'm [ __ ]

[52:42] lying, send me something that has actual

[52:44] here's how you do something. I'll throw

[52:46] it in my project and spit you out a live

[52:48] vers.

[52:51] Did we?

[52:51] Yeah. Remember

[52:52] Oh, yeah. Yeah. Yeah. Oh, that's right.

[52:55] Yeah. And I actually oneshotted a couple

[52:57] things on that call. One shot is when

[52:59] you could like set things up, give it

[53:01] one prompt or a PRD, walk away, come

[53:04] back, and pretty much it's done. Maybe

[53:05] you need to talk back and forth or edit

[53:07] it a bit, but you did the work up front.

[53:11] Uh AI is a hallucinate. It's a

[53:14] predictive model. Sorry, I said the

[53:15] wrong word. So, if you don't give it

[53:18] all the [ __ ] you can so that it's not

[53:20] guessing, you're not winning as much as

[53:23] you can. You don't want it to be

[53:24] guessing. You want it to just follow the

[53:26] SOP, so to speak, right? So, like on our

[53:29] mastermind call when Matt Diggity shared

[53:31] that post, I grabbed it. I downloaded

[53:34] the documents. I put it in claw project.

[53:36] I started and then I got a next

[53:38] mastermind call. I showed it with them

[53:40] and they've been all

[53:41] diggity. You know that diggity thing. It

[53:43] was only on Twitter. He didn't put it on

[53:45] Facebook and I found it and I was like

[53:48] Mike

[53:48] I showed you.

[53:49] I showed it. OH, HERE WE GO. HERE WE GO.

[53:58] Diggity had a helpful Degity released a

[54:01] helpful content thing. it basically. So

[54:03] this it it opened the eyes. The reason

[54:05] it was so important is you didn't

[54:07] realize you could just take a freaking

[54:09] PDF and use it as a guide. We didn't

[54:12] even think of that. And

[54:14] the the search quality guide and the um

[54:17] Oh man, I closed I closed out of it.

[54:19] It's

[54:20] you know the Claude code where he

[54:22] uploaded the files to the projects. You

[54:24] can put anything you want there. Matt

[54:27] Diggities guy. How about all the Google

[54:29] patents?

[54:30] Yeah, you can do that. You understand

[54:32] what I mean?

[54:32] Any any freaking PDF, just take a PDF

[54:35] and that is now like

[54:37] start talking to Claude about it.

[54:39] It's not

[54:40] it's that freaking simple.

[54:41] Even you were doing that with chat GPTs.

[54:44] The whole thing is right the same thing

[54:46] you were doing with chat GPT. Feed it

[54:48] what you want, you know, make a custom

[54:49] GP.

[54:50] So you can have a conversation about

[54:51] same thing. Yeah. So Sean's document's

[54:54] 200 pages.

[54:57] You can put that in. Now, I don't I

[54:59] don't really recommend 200 pages using

[55:01] that as like a thing. There's

[55:03] talking just about getting a summary of

[55:05] Yeah. No, you treat it. Basically, what

[55:07] you're doing is you're turning the PDF

[55:09] into a chatbot

[55:12] because it's in a project. So, that's

[55:14] why when we're adding all these

[55:16] Yeah. So that's why when we're adding

[55:18] these other files,

[55:20] it basically cloud's becoming our

[55:22] chatbot that it's it's we're chatting

[55:24] with it and saying, "Hey, I want to do

[55:26] this, but why don't you look over here

[55:28] at this thing and please look over here

[55:30] at my site map and please look over at

[55:32] that and oh, here's a Google quality

[55:34] raers guide. Can you do something with

[55:36] that?" And kind of like when you spit

[55:37] this content out, can you look at all

[55:39] this stuff and you know, make something

[55:41] for me? And it's really that simple.

[55:43] just you load [ __ ] up and it spits it

[55:46] out and the content is unique because

[55:48] the client gave it to you. Um and then

[55:51] you can just keep on enhancing it and

[55:53] making it more unique and more unique.

[55:55] Absolutely.

[55:55] And it it just it's a game changer for

[55:57] your SEO because that's what Google's

[55:59] looking for.

[56:01] Oh. Um,

[56:02] while he pulls that up, if you interview

[56:04] your client

[56:05] and get their words, their company

[56:08] culture, right? Like we talked about

[56:10] last night with Notebook LLM. Same play,

[56:12] different tool, bro. Upload that [ __ ] in

[56:14] there, right? Make the instructions a

[56:17] nice prompt like, "Hey, your attorney

[56:20] blah blah blah blah. You are going to

[56:21] write content blah blah blah blah." You

[56:23] know, follow the guidelines I'm

[56:24] uploading. Google helpful

[56:28] uh content

[56:31] guidelines.

[56:32] You looking for the PDFs?

[56:34] Yeah. So, there's a PDF out there.

[56:35] I'll drop it in the back for everybody.

[56:37] Okay. So, there's the Google helpful

[56:39] content guidelines and the search

[56:42] quality evaluator guidelines. Literally,

[56:45] it it is freaking nuts. You take those

[56:48] two PDFs and you run your you can put in

[56:51] your site or you run it you tell it to

[56:53] use that as a help you write the content

[56:55] dude your content changes like that's

[56:58] how I knew about the tables and the

[56:59] listicles all because that I mean it was

[57:01] really like low-key at that time but the

[57:04] second you ran it through that it put

[57:06] that content instantly in tables and

[57:09] bullet points and numbered list all that

[57:11] [ __ ] instantly happened by just putting

[57:13] those two stupid PDFs in it kicked out

[57:16] content that is exactly what everybody's

[57:18] talking about right now from the just

[57:20] those two.

[57:22] Yes. Google helpful content guideline

[57:25] and search quality evaluator guidelines.

[57:29] Okay.

[57:30] And it's a 200page document that I don't

[57:32] want.

[57:32] Now there is a way to handle that.

[57:34] I just say if this is true assume this

[57:37] is true what ex how should this change

[57:39] the way I execute SEO? Right. Right.

[57:42] Shrink that thing down.

[57:43] Yeah. There is. Yeah, there's a couple

[57:46] ways. There's to do that. Then there's

[57:48] things that are specialized. There's

[57:50] specialized plugins for 200 like long

[57:52] PDFs where where they are are meant for

[57:56] structured data markup of long

[57:58] documents. You can run it through it's

[58:00] called Llama PDF or Llama something.

[58:02] Yeah. And and so that's what I ran it

[58:05] through. I ran that 200 thing and it

[58:07] spit out a whole bunch of information

[58:09] that made it easier to use. And if you

[58:11] dissect it because I'm not going to read

[58:12] 200 pages.

[58:14] from that guy from the other.

[58:16] Yeah, it's almost like there when you

[58:18] get stuff like that, you guys. Um, so I

[58:20] guess you could run it through notebook

[58:22] LLM, but there's there's there's

[58:25] specific um LLMs for long PDFs that spit

[58:30] out the information a little bit better

[58:32] and easier. They're structured for that

[58:33] type of situation.

[58:34] But to your point, you said projects,

[58:37] he's got a table of contents. So you

[58:39] could just take a section, drop it in,

[58:41] say, "Make me a project to use with my

[58:43] clients with this. How will this apply?

[58:45] Can you add to the voice of the client?"

[58:47] Bam. That's project one.

[58:49] Yeah. Yeah. Yeah.

[58:51] Absolutely.

[58:51] So there there is

[58:53] I'm going to drop I'm gonna leave I'm

[58:55] going to give you one final if I can

[58:56] find it. Let me I'm gonna try and find

[58:59] my uh personality. Let me

[59:02] I've been looking for mine.

[59:04] Yeah.

[59:06] What is it you're trying to get to

[59:08] online as well?

[59:08] Okay, so I'm gonna I'm gonna So my

[59:11] Claude acts drastically different than

[59:14] most other people's clouds. Yours acts

[59:16] like mine. I'm pretty sure. When you ask

[59:17] claw a question like yours?

[59:19] Well, we've talked about this before,

[59:22] but when you ask Claude something, what

[59:24] does what happens? It asks you a bunch

[59:26] of questions.

[59:28] When I ask Claude something?

[59:29] Yes. Does it come back with you with a

[59:31] bunch of questions?

[59:32] That phase is kind of over. It was going

[59:34] through all that a lot, but yes.

[59:35] Okay. So, all

[59:37] update some [ __ ]

[59:38] So, I added ask clarifying questions to

[59:41] make sure that you understand what I'm

[59:43] asking for. So, there will be no

[59:45] assumptions prior to response. Think

[59:47] carefully and please consider best

[59:49] practices. Now, this is where you can go

[59:51] off the rails. I said when writing uh

[59:54] code, because I code a lot, uh SEO or

[59:56] content, only perform actions based on

[59:58] tasks requested. It drastically changes

**[01:00:01]** the way my cloud works because have

**[01:00:03]** that. You have that in your claw MD

**[01:00:04]** file, right?

**[01:00:05]** No, I have that in my personality.

**[01:00:06]** Your person Oh, you mean on the Okay,

**[01:00:08]** got it.

**[01:00:09]** Yeah. So, on my profile, I have that and

**[01:00:12]** I did it to um our employees also. Their

**[01:00:14]** Claude instances have that also. So,

**[01:00:17]** what happens is is when you're prompting

**[01:00:18]** Claude every time it it is freaking

**[01:00:20]** annoying. uh it asks you a whole bunch

**[01:00:23]** of questions, but it turns out it's it's

**[01:00:26]** a saving grace because you didn't even

**[01:00:28]** think about this or that and your

**[01:00:30]** content just became better, more

**[01:00:32]** unique.

**[01:00:35]** Uh

**[01:00:37]** exact because I'm doing what you said at

**[01:00:39]** the beginning of it. The only thing that

**[01:00:40]** I have that's different at the end of it

**[01:00:42]** is in order to execute the task with a

**[01:00:45]** 95% success rate.

**[01:00:47]** Yeah, that's good. I like that.

**[01:00:51]** So, we talked about I need to have a to

**[01:00:54]** get this on the recording or

**[01:00:56]** I think so.

**[01:00:57]** Yes.

**[01:00:59]** You're my partner in crime. Anyways, you

**[01:01:01]** want to hop up here?

**[01:01:02]** In fact, we should just wrap this up

**[01:01:03]** into panel.

**[01:01:05]** Oh, okay.

**[01:01:12]** You got something better than the llama?

**[01:01:13]** Because that thing was pain in the butt.

**[01:01:16]** It was awful.

**[01:01:23]** Just stand behind the

**[01:01:26]** This is for sound.

**[01:01:27]** That's for the recording.

**[01:01:28]** So, I hold them both.

**[01:01:29]** Yes.

**[01:01:30]** Oh, okay. All righty. So, with with PDF

**[01:01:34]** files, what they're trying to do is

**[01:01:36]** basically OCR. What all the LLMs are

**[01:01:39]** trying to read. Basically, it's OCR.

**[01:01:41]** They might get it wrong. It's not 100%.

**[01:01:44]** So what I did and I didn't come up with

**[01:01:46]** this I found it or come across wasn't

**[01:01:49]** Twitter somewhere else I don't know

**[01:01:50]** where but if you take your PDF file and

**[01:01:54]** upload it to your choice of wherever

**[01:01:56]** chat GPT or whoever have it turn it into

**[01:01:59]** a MD file so it's a text file right it

**[01:02:03]** will shrink it down from 200 whatever

**[01:02:05]** megabytes to a couple of K maybe 50k

**[01:02:09]** 100k so do that and then upload that

**[01:02:12]** because an MD file is a heck of a lot

**[01:02:14]** easier to read by an LLM than a than a

**[01:02:17]** PDF file. So that's your one minute tip

**[01:02:20]** for big PDFs. You can also say, "Hey,

**[01:02:23]** I'm my my client is a plumber. Only

**[01:02:27]** extract stuff from this PDF which is

**[01:02:29]** plumbing related." So if it's not YM L,

**[01:02:33]** then you can do that. So cool.

**[01:02:36]** Yeah. Yep.

**[01:02:38]** You want to though you're not You




============================================================
SEO Rockstars 2026: Day 1 - Ted Kubaitis
Video: https://www.youtube.com/watch?v=DY1o8U0vW9s
============================================================

[00:04] Hello everyone. I'm uh not seeing what

[00:08] you see. So hopefully uh somebody let me

[00:12] know if you're seeing my camera view. Do

[00:14] you see a person?

[00:17] Yeah.

[00:18] Okay. Perfect. Perfect. All right. So I

[00:21] I want to start by talking about what

[00:25] Dan just shared. I I feel what he

[00:28] dropped there was uh so cool and so next

[00:33] level. I have an ecom background and let

[00:37] let me put the uh the actual scale of

[00:43] the nugget drop into perspective.

[00:46] Um,

[00:48] I had uh bought a house in Gig Harbor

[00:53] and it cost, you know, between four and

[00:56] $500,000

[00:58] and I rented it out for $3500

[01:03] a month and and months are, you know,

[01:08] uh, four or five weeks.

[01:11] So Dan in one to two weeks and I bet the

[01:16] first week uh it wasn't really running,

[01:19] you know, optimally. So he probably got

[01:22] that $800 in a week.

[01:26] So he basically got the rental income

[01:30] from a premium property

[01:34] without having to buy a house.

[01:37] All right. So that's that's the scale of

[01:41] what he showed you.

[01:43] Now once you build that,

[01:48] how hard is it to make five more?

[01:53] [clears throat] All right. So the first

[01:55] one's hard, but I bet I bet Dan could

[01:59] cookie cutter those. He could make one

[02:02] for cosmetics, one for trampolines, one

[02:06] for gaming computers.

[02:10] I mean, holy cow. Uh that that is

[02:15] potentially

[02:17] like a uh it's like a real estate bubble

[02:20] but without the upfront cost and

[02:22] lending.

[02:25] Um so yeah, kudos to Dan for sharing

[02:29] that. Man, my mind is blown.

[02:33] All right. So, I just wanted to say that

[02:36] because what he dropped there, normally

[02:39] people don't share methods like that.

[02:42] They sell them. All right.

[02:44] Oh, yeah.

[02:46] Uh, so yeah. Uh, def definitely uh right

[02:51] now best in show dance presentation. I

[02:54] haven't seen everybody else yet, but

[02:57] that's a tall order.

[03:00] All right. So,

[03:03] I also want to apologize. I really

[03:06] wanted to be there in person. Uh, but

[03:09] life happened. And so, I'm very sorry

[03:12] about that. If you came to network with

[03:15] me, just reach out to me later. We can,

[03:19] uh, book a session and and talk about

[03:22] what's going on with you. Uh my contact

[03:25] page at SEO Tool Lab has a schedule a

[03:28] meeting option and I'll I'll open that

[03:32] to all attendees. If you came there to

[03:35] talk to me about a problem, uh just book

[03:38] a meeting, we'll talk about it. Okay.

[03:41] Uh so I don't want to cheat you out of

[03:43] that.

[03:46] Thank you, Ted.

[03:48] All right. So, now I'm [clears throat]

[03:51] uh going to show a a slide deck here,

[03:55] and it's more wordy than my usual slide

[03:58] deck. Uh but just know uh the words on

[04:02] it don't matter. They're just notes for

[04:05] me. Uh what I really want to do is guide

[04:08] you through what I consider the most

[04:13] terrifying story in SEO.

[04:17] and it's happening right now. And I've

[04:21] never felt more alone. Like there's so

[04:24] much uh you know there there's just so

[04:29] many people that you know look at me

[04:31] with confusion.

[04:33] So I'm going to try to show you what I

[04:36] I'm seeing,

[04:38] but I'm also going to tell you what to

[04:40] do. And it's not the end of the world.

[04:43] So, as much as I scare you in the

[04:46] beginning, don't fall for it. It's not

[04:48] that bad.

[04:50] All right.

[04:52] So, let's see. I will

[04:56] share my presentation again.

[05:02] All right. So, let's tell a story.

[05:08] So January 15,

[05:12] 2025,

[05:14] Google requires JavaScript to view a

[05:18] search results.

[05:20] Uh this was the kickoff

[05:24] of Google's move to AI and the the

[05:30] changing of the game. Um, and this was

[05:35] just unsettling to me that they did

[05:38] this. And

[05:42] I started looking around in their source

[05:45] code

[05:47] uh and and I noticed they were also now

[05:51] uh tracking for headless Chrome.

[05:55] [snorts]

[05:55] So when Google required JavaScript to

[05:59] view uh the search results,

[06:02] every SEO tool that wasn't already

[06:07] rendering the page broke instantly. Uh

[06:12] that was largely rank trackers, but it

[06:14] was a number of other tools as well.

[06:18] And then all of these SEO tool

[06:21] providers,

[06:23] they all switch to APIs that use

[06:26] headless Chrome or they started directly

[06:29] embedding headless Chrome or they were

[06:32] already built to use headless Chrome.

[06:35] But it all came together on the exact

[06:39] same day. the entire industry

[06:43] without collaboration or communication.

[06:47] Everybody made this change on the same

[06:51] day.

[06:53] And I think Google knew.

[06:56] All right. And so this is from a uh

[07:00] desktop search. You don't have to

[07:02] understand the mumbo jumbo. just that

[07:05] they are flagging anybody using headless

[07:10] Chrome on the server. They know it's

[07:13] headless Chrome.

[07:16] All right. Wow.

[07:17] And thank thank goodness thank goodness

[07:22] that this isn't happening in local SEO,

[07:28] but it is.

[07:31] Uh so yeah it's happening on on normal

[07:35] search it's happening in maps.

[07:38] All right.

[07:40] So there are some implications to this

[07:46] in that uh

[07:49] [clears throat]

[07:50] we have to start thinking about the

[07:53] context that Google is trying to handle

[07:57] the context they like and the context

[08:00] they don't. And so as of early 2026,

[08:05] over 60% of all internet traffic comes

[08:11] from mobile. All right? And Google is

[08:15] capturing around 95%

[08:18] of that 60%.

[08:21] All right? That's that's a lot. That's

[08:24] why Google is big on mobile. All right.

[08:29] In 2016, their CEO

[08:34] told the world that in mobile, typically

[08:38] all users are logged in.

[08:43] All right.

[08:45] if you're starting to feel uneasy about

[08:48] the state of the world. Yeah. Like I was

[08:51] in the same place and and I was

[08:54] thinking, you know, I don't quite get it

[08:56] yet, but this does not feel good.

[09:00] All right.

[09:01] And so getting a little more nerdy here.

[09:05] Google's OOTH. So that's the login with

[09:08] Google. If you've ever gone to websites

[09:10] and apps and it said sign in with

[09:13] Google, that's what OOTH is.

[09:16] And 72%

[09:19] of all internet users worldwide as of

[09:25] 2019

[09:27] have a Google account, making OOTH one

[09:30] of the most compelling choices

[09:34] uh Google's offering.

[09:37] All right. And that's that's adoption

[09:39] rate has probably gone up since 2019.

[09:47] All right. So everybody's logging in.

[09:49] Let's let's think about how you and I

[09:53] operate. All right. So on behalf of our

[09:57] clients,

[09:58] let's kind of think about that. So I

[10:01] will open up an incognito window.

[10:06] All right. And I will search my client's

[10:11] keywords from an anonymous context.

[10:16] All right. Now, is is that what human

[10:19] beings do? No. Human beings are logged

[10:23] in Google users.

[10:25] They're not anonymous incognito.

[10:30] All right. Very, very different. Um,

[10:34] let's think about what we do when we go

[10:37] shopping. All right, we don't incognito.

[10:41] Uh, we owe off all over the place. We

[10:45] log in with Google everywhere and we're

[10:48] using our logged in user when we engage

[10:52] the internet.

[10:56] All right. So, there are these two

[10:58] paths. there's this, you know, let's

[11:01] pretend we're in the anonymous public,

[11:05] but the public isn't anonymous anymore.

[11:09] [clears throat]

[11:10] All right.

[11:12] So, September

[11:14] 2025,

[11:16] Google announced hiring for antiscraping

[11:21] engineers.

[11:23] They're coming after SEO tool developers

[11:28] and uh you know probably the reason

[11:31] isn't that they hate SEO and they want

[11:33] to kill us. They they probably don't

[11:35] give a crap about us except the fact

[11:38] that we incur a cost on them. And the

[11:42] cost that we incur by scraping the

[11:45] search results has gone sharply up since

[11:49] they've added very expensive AI features

[11:54] to those result pages.

[11:57] So Google is basically choking on the

[12:02] operating cost of what all of our tools

[12:05] are doing to them. And so that's

[12:07] probably why they're hiring these

[12:09] anti-scraping engineers is they're like,

[12:12] "We got to stop these guys. They're

[12:15] costing us too much." But it's not, "We

[12:18] got to stop these guys because we hate

[12:20] SEO." That might be the case, but it's

[12:23] more likely they just have operating

[12:25] costs they want to minimize, but it's

[12:28] happening. So we have

[12:31] uh roles at Google that are for the

[12:36] specific purpose stopping SEO tools.

[12:42] And you know that's that's amazing.

[12:45] That's not a friendly action towards our

[12:48] industry. So if you think Google uh

[12:51] likes you because you're a good person

[12:54] or something, this isn't Google saying

[12:57] they like you.

[12:59] Um, so just keep that in mind.

[13:01] Understand your relationship with Google

[13:05] if you're making tools because this

[13:07] right here is your actual relationship

[13:10] with Google.

[13:14] All right.

[13:16] Then uh in September 2025,

[13:20] Google took away the numbum equals 100

[13:25] support.

[13:27] You know, it seems like this is like

[13:28] this this plan that they devised and

[13:31] they're rolling it out in phases

[13:34] and it it was quietly disabled

[13:38] by them. They didn't announce it or or

[13:41] anything, but the world noticed in a

[13:44] heartbeat because rank trackers

[13:47] everywhere blew up. All the stats in

[13:51] search console were wrong. And so it

[13:55] hardly went unnoticed,

[13:58] but it was definitely not announced.

[14:02] And there are implications to to that.

[14:06] You know, it broke the tools everywhere.

[14:08] But now getting a hundred uh search

[14:11] results per [snorts] keyword

[14:15] takes 10 times of the request to Google

[14:18] because you have to pageionate.

[14:21] And because of that, you're using up

[14:24] more resources. You're using more API

[14:28] calls. Those API calls are expensive and

[14:31] it's all a lot slower.

[14:34] And so that's a huge hit to us.

[14:39] All right.

[14:43] But this should hurt Google, too, right?

[14:45] because Google made a change that

[14:48] requires us to 10x all of the requests

[14:52] we're making to Google. Isn't that like

[14:55] shooting yourself in the foot?

[14:59] You know, but here's the thing. Here's

[15:01] where we start to see how this could be

[15:05] working in their favor and not to their

[15:07] detriment.

[15:09] What if the headless Chrome requests the

[15:13] tools are making

[15:16] go to one place

[15:18] and all the Google logged in users that

[15:21] are human beings go to another

[15:27] they're cloaking.

[15:28] All right. Yeah, it's starting to sound

[15:31] black hat. [clears throat]

[15:33] Yep.

[15:34] All right.

[15:36] So this year's most important question

[15:40] is the headless Chrome SEO contest

[15:45] that rank trackers and SEO tools are are

[15:49] playing in. Is that the same contest as

[15:53] the logged in Google users?

[15:57] And I've I've been trying to figure this

[15:59] out and figure out the implications. And

[16:02] it's such a massive problem to unpack.

[16:06] So my analysis I I would describe as

[16:11] weak as hell right now. It's it's not

[16:15] enough.

[16:17] But everything I've seen in my weak as

[16:20] hell analysis says no, they're not the

[16:24] same contest.

[16:26] mobile users, human traffic are seeing

[16:31] different opportunities

[16:34] than what the SEO tools are presenting.

[16:39] And it's not it's not in all cases there

[16:43] there are definitely

[16:46] you know a noteworthy percentage where

[16:49] they're the same but it's definitely

[16:52] most cases there is a substantial

[16:56] difference between the two contexts and

[17:00] it tends to be the the higher the volume

[17:04] the higher the competition the higher

[17:06] the CPC the more likely

[17:10] uh the the two views are going to

[17:14] diverge

[17:16] but

[17:17] uh you know it's not all bad news in

[17:20] that case. So SEO is not dead you know

[17:24] that that's the that's the good news. Uh

[17:29] almost nothing has changed in the

[17:32] ranking algorithm.

[17:34] Everything that worked two, three years

[17:37] ago still works now. The same methods

[17:40] all work. Uh the rhinoplasty plano games

[17:45] still ranking number one. Nothing but

[17:48] schema from Clint and Terry Samuels

[17:51] still number one. Uh AI, as far as I can

[17:56] tell, made SEO easier for everyone.

[18:01] So, you know, that's the good news.

[18:06] But do your rankings impact traffic?

[18:12] Yeah, they still do. But does number one

[18:16] get the same traffic it used to get? No,

[18:20] not even close, except in a minority of

[18:23] cases.

[18:25] Will clients see the rankings I'm

[18:28] reporting?

[18:30] probably not.

[18:33] All right. And so there's problems with

[18:36] this in that we have to measure and

[18:40] operate differently

[18:42] as SEOs. You can't just report on

[18:46] rankings anymore. It's it's different.

[18:52] And so we have to understand where did

[18:55] all the traffic go. So number one isn't

[18:58] what it used to be. Where'd it go? And

[19:02] it didn't move. The traffic is still

[19:05] where it's always been. It's above the

[19:09] fold.

[19:13] All right. The problem is our rankings

[19:17] aren't all right. And so back in the

[19:21] day,

[19:23] back in the day, we used to view search

[19:27] as 10 blue links. So page one, page two.

[19:32] 10 blue links, page one. You'd

[19:34] pageionate 10 blue links, page two.

[19:39] All right? But that's not how it is

[19:42] anymore

[19:44] cuz now you go to page one. All right?

[19:48] and it's not 10 blue links, it's eight

[19:51] or or six or you know a different

[19:54] number. And then they have uh sponsored

[19:59] ads, they have business listings, they

[20:03] have the local pack, they have the AI

[20:06] overview,

[20:07] uh you know, they have all this stuff

[20:10] above the organic.

[20:13] So you might have to actually

[20:16] uh page down or scroll down multiple

[20:21] times

[20:23] to get those top three organic spots

[20:26] visible in the viewport.

[20:28] So what used to be page one page two

[20:33] pageionation events is now uh needing to

[20:37] be measured in user interactions. So

[20:41] page down or scroll down events and

[20:44] pageionation events.

[20:48] So if you're top of page two, that might

[20:52] be scroll, scroll, scroll, pageionate.

[20:57] That's equivalent to like four

[20:59] pageenations in the early day. That's

[21:02] effectively page four.

[21:06] So, they're burying us behind user

[21:09] interactions to be seen. And this is

[21:12] happening in AI mode, too, because

[21:15] you'll you'll note when you go to AI

[21:17] mode, they only show you three of the

[21:20] citations.

[21:23] You have to scroll to see everybody

[21:27] else. If you're below the fold in the

[21:30] citations, you might as well not even be

[21:33] cited there.

[21:36] I mean, almost nobody is ever going to

[21:38] do that.

[21:41] And all those people, Google's using

[21:43] your content and they're not even

[21:45] willing to show your link.

[21:49] That's bad.

[21:51] And so yeah, we have to stop thinking

[21:54] about pageionation events and start

[21:58] thinking about

[21:59] how many user interactions

[22:03] does it take to see my search result.

[22:06] And you need to measure those. And I

[22:09] like to use not not page events, page

[22:13] one, page two, but page down events. So,

[22:17] how many times do you have to hit page

[22:19] down to see it? And how many times do

[22:22] you have to pageionate?

[22:24] And and that's a more useful number.

[22:28] Um and because of this you have to find

[22:32] out what opportunities

[22:34] appear above the fold

[22:38] not for headless Chrome but for logged

[22:41] in human beings

[22:43] because those opportunities that are

[22:46] above the fold whether it's Google ads

[22:49] or YouTube videos or the local pack or

[22:52] the AI overview or the forums and

[22:55] discussions

[22:57] those are the things that will often be

[23:00] above the fold that you can get into

[23:04] and that's where the traffic is. So for

[23:07] your whole list of keywords, you need to

[23:09] know what opportunities

[23:12] you can go after to get in front of the

[23:15] traffic.

[23:18] Now most SEOs are out there and they are

[23:22] uh just running a list. They they got a

[23:24] list of keywords based on CPC and search

[23:28] volume and they're just SEOing the whole

[23:31] list, not realizing that probably half

[23:34] of that list, at least of the important

[23:37] keywords for logged in users are going

[23:40] to show four or five pay-per-click ads.

[23:44] There is no organic above the full page

[23:48] one experience.

[23:50] And so for those keywords, if you're

[23:53] SEOing those,

[23:55] you know, you you're probably gonna

[23:57] fight long and hard and deliver no

[24:00] value.

[24:02] But you could buy a pay-per-click

[24:04] campaign for that set of keywords,

[24:08] get immediate traffic for the customer.

[24:11] But then if you see forums and

[24:13] discussions above the fold, then you can

[24:16] go to Reddit and start sculpting how

[24:20] your brand and your brand's keywords are

[24:23] appearing in Reddit and that can get

[24:25] above the fold. You can get indirect

[24:29] representation.

[24:31] You might have to go to Merchant Center

[24:33] and tune the feed and get their products

[24:37] above the fold. And so this concept of

[24:40] SEO, you know, it's always been multi-

[24:43] channelannel, but now you kind of have

[24:46] to be multi- channelannel.

[24:49] So, you know, if if you're not taking on

[24:52] these opportunities that are above the

[24:55] fold, you're basically not delivering

[24:58] value.

[25:01] You can't just apply SEO to every

[25:04] keyword situation anymore. You have to

[25:07] actually triage these things.

[25:12] All right.

[25:14] So again, what to do? Some keywords only

[25:19] have ads above the fold. You know, maybe

[25:24] let the ad campaign handle those ones.

[25:27] So, we're putting keywords. We're

[25:29] looking at what opportunities are above

[25:32] the fold on page one and we're putting

[25:35] them into buckets. Now, you know, some

[25:38] keywords still are great SEO

[25:41] opportunities,

[25:43] but you have to find them. There are

[25:45] keywords where you get 10 blue links and

[25:49] five of them are above the full,

[25:52] but it's not your whole list. That whole

[25:55] list you've been working on all year is

[25:57] not that, but that's how we all kind of

[26:01] see them in our head because that's how

[26:02] it used to be 10 years ago.

[26:07] A lot of the keywords uh you might SEO

[26:11] might might never bring value even in

[26:14] the top three.

[26:17] And so you have to weigh, you know, how

[26:20] difficult it is to get top three. Where

[26:23] does top three actually show up on page

[26:27] one? Uh how much traffic does the

[26:30] keyword get? What is the uh value of a

[26:35] customer from that traffic for your

[26:38] customer? There there's a lot you have

[26:41] to look at to figure out if that keyword

[26:45] is actually an opportunity or a complete

[26:47] waste of time.

[26:50] And so SEOing the whole list, you know,

[26:54] for some people, half their list is

[26:56] going to be a waste of time if all

[26:58] they're doing is organic SEO.

[27:03] And that's that's dangerous. That's what

[27:05] gets you fired is you have an expensive

[27:09] service that delivers no value

[27:13] and it takes you a long time to do it.

[27:16] So, you know, you might want to start

[27:19] looking at your keywords because it's

[27:22] not that Google's changing the

[27:24] algorithm. The algorithm didn't change.

[27:28] The the greatest trick Google has ever

[27:31] pulled on the SEO industry is they

[27:35] changed the opportunity.

[27:38] All right, the opportunities are

[27:40] different. We're all thinking, "Damn,

[27:43] we're killing it. I'm ranking number

[27:45] three. I'm ranking number one." But what

[27:49] does that even mean now?

[27:53] You think you're killing it and Google

[27:56] just got very quiet about SEO. They

[28:00] dialed down their rhetoric about SEO.

[28:03] They've, you know, they talk about a lot

[28:05] of things they're doing, but they don't

[28:07] talk about SEO the same way they used to

[28:11] like two years ago

[28:14] because they know they already won

[28:17] [clears throat]

[28:19] this current round of the arms race and

[28:22] they're saying, "Hey, let's not draw

[28:23] attention to it. The SEOs think they're

[28:26] killing it with their top three rankings

[28:29] everywhere.

[28:31] let them think they're winning.

[28:36] All right. So, that's that's probably

[28:38] why they've gone so quiet and they're

[28:40] doubling down on hiring, you know,

[28:44] antiscraping engineers.

[28:48] And so, you really need to look at the

[28:50] opportunities because that's where the

[28:52] game is changing. triaging those

[28:55] keywords upfront and figuring out where

[28:58] the opportunities are and are they worth

[29:01] going after because if you deliver value

[29:05] to the clients they are going to love

[29:07] you but if you blindly deliver work that

[29:12] doesn't turn into money

[29:14] I mean that's a disaster waiting to

[29:16] happen

[29:18] and that's why that triage understanding

[29:22] the opportunity is almost more important

[29:26] than the FDO work itself, which frankly

[29:30] because of AI has gotten easier.

[29:37] All right,

[29:39] so new tools and new tests are coming.

[29:44] Can't tell you how often we've said it

[29:47] and it's never landed. Like people all

[29:49] nod and they're like, "Yeah, okay." You

[29:52] know, it pays to test. You know, let's

[29:54] let's wait for Lee to tell us what to

[29:57] do. [laughter]

[29:59] You know, we all need to be testing

[30:02] right now because it's all changing

[30:04] right now.

[30:06] All right. And there's never been a more

[30:09] important time to know what the hell is

[30:13] going on.

[30:19] All right. So, in that light, I want to

[30:22] show you a a few of the things I'm

[30:26] starting to dabble with and to test and

[30:29] things that I've seen.

[30:32] All right.

[30:35] So, this technical gobbledegook, don't

[30:39] worry if you can't read it, but this is

[30:42] from the headers, the response headers

[30:45] coming from Google. And there's this

[30:48] Xclient data one. And I will read uh the

[30:54] the uh statement that uh Chrome had to

[30:57] say about that one. It says uh active

[31:02] Google visible variation IDs on this

[31:06] client. These are reported for analysis

[31:11] but do not directly affect any server

[31:14] side behavior. And then they give a list

[31:17] of ID numbers.

[31:20] And then right below it, they have this

[31:23] trigger uh variation list.

[31:26] Active Google visible variation IDs on

[31:31] this client that trigger serverside

[31:35] behavior.

[31:36] These are reported for analysis and

[31:40] directly affecting serverside behavior.

[31:45] All right. So, that's really technical.

[31:47] We're all wondering, Ted, what the hell

[31:49] are you talking about?

[31:52] And chat GPT can actually explain a lot

[31:56] of these things. Uh, so that example

[32:00] explained,

[32:02] my browser session with Google is

[32:07] enrolled in 15 experiments.

[32:10] Three of them actively influence server

[32:14] side behavior.

[32:17] [ __ ]

[32:18] Yeah. Kind of crazy, right?

[32:22] All right. So, so why does Google do

[32:26] this? All right. They need to run

[32:28] thousands of experiments safely. They

[32:32] need to avoid exposing what those

[32:35] experiments are. They don't even want us

[32:37] to know the names. And that's why they

[32:39] hide them by those numbers

[32:42] and they change server behaviors but

[32:46] without having to roll out new API

[32:49] integrations with the client side. uh

[32:52] the uh attribute

[32:56] uh performance issues to specific

[32:58] experiments. That one

[33:01] uh

[33:03] uh uh the attribute performance issues.

[33:06] That one I'm you know I'm not so sure

[33:08] about. That's kind of a logging thing

[33:10] and it's like h well yeah okay I could

[33:13] kind of see that uh gradually rolling

[33:16] out new features.

[33:19] All right. So, a while ago we were

[33:23] talking, you know, years ago, we were

[33:26] talking about detecting Google updates.

[33:31] Now, we have a list of numbers of things

[33:35] Google is doing that are changes. When

[33:38] those numbers change,

[33:41] that's an update to what you're seeing.

[33:44] And now, let's think about our SEO

[33:46] tools, okay? How many experiments

[33:51] are our headless Chrome SEO tools

[33:54] enrolled in that modify the results?

[33:59] All right, so that's an apples and

[34:01] oranges thing cuz what if your clients

[34:04] aren't enrolled in the experiment?

[34:09] All right, so now you have differences

[34:11] of of what tools and clients see.

[34:16] All right, here's where it starts to get

[34:19] interesting. when you uh remove these

[34:24] numbers. So if you uh created a system

[34:28] where the server stripped that heading

[34:31] that had all these numbers in it, you

[34:34] will disable experiments which will

[34:38] change the responses and could possibly

[34:41] put you into fallback, you know, default

[34:44] behavior.

[34:46] Well, that's awesome because then you

[34:49] can create a system

[34:52] that will disable the numbers one at a

[34:54] time and you can get the diff of the

[34:59] before and after of the source code and

[35:04] theoretically whatever changes from

[35:07] removing that number should be what that

[35:11] number is testing.

[35:14] So you could potentially use HTML diffs

[35:18] to convert those numbers into what

[35:22] they're doing.

[35:26] [clears throat]

[35:26] Um and that that's amazing. And the

[35:30] other thing is you know we would we

[35:33] would want to know uh you know which

[35:36] things are being rolled out. So when you

[35:39] see that a number only appears in the US

[35:43] or a number only appears abroad that

[35:46] could be a roll out that you know

[35:49] especially if that number is growing.

[35:54] [clears throat and cough]

[35:55] All right.

[35:58] So [snorts] another thing I found in the

[36:00] data this is a new one.

[36:04] Uh, this one kind of blew my mind that

[36:08] it's in there

[36:10] because what Google typically doesn't

[36:12] want you to know

[36:15] is how well you're doing.

[36:18] All right? It's the reason they took

[36:21] away page rank uh from the Google

[36:24] toolbar. They don't want you to see how

[36:28] well you're killing it. Now, this is for

[36:32] local. This is in map search. Every

[36:36] single Google business profile, every

[36:40] business you're working with has this

[36:43] data in the JavaScript in uh map search.

[36:49] And what this is, this comes from

[36:51] Google. This doesn't come from my

[36:53] software or anything. This is Google's

[36:56] data. They are showing you these zones.

[37:00] So for the business I was looking at

[37:03] when I got this data, which was Jean

[37:06] Johnson Plumbing in Seattle,

[37:09] their strongest zone correlation is the

[37:13] Greenwood neighborhood.

[37:15] Their second strongest is the zone of

[37:19] Seattle. Their third strongest is the

[37:22] zone of King County. And they have all

[37:25] these applicable zones on where this

[37:29] business best fits.

[37:32] Wow.

[37:33] So if you want to expand

[37:37] uh your rankings at the county level,

[37:42] you need to impact that correlation

[37:45] number.

[37:48] All right. So now now you can actually

[37:52] go and change the website and change the

[37:56] profile and see if these various zone

[38:00] correlations changed.

[38:03] you can figure out how to tune for a

[38:06] county, how to tune for a city, how to

[38:08] break out of the Greenwood neighborhood,

[38:13] but odds are if uh you're locked into a

[38:17] neighborhood,

[38:19] you know, that

[38:21] that's something we got to figure out.

[38:23] We got to test more around this. And

[38:26] that's live. That's you can uh you can

[38:29] inspect the rendered DOM and find this

[38:32] in the JavaScript for each business

[38:35] today.

[38:41] All right.

[38:43] So, kind of kind of bringing it all to a

[38:47] close here uh before I take some

[38:50] questions. You know, I'm I'm only one

[38:53] person and I know a lot of people are

[38:56] mad at me that my my updates aren't as

[38:59] fast as they'd like. Uh but, you know,

[39:03] getting getting the answer right and

[39:06] finding the advantage, it's it's not

[39:09] easy. Um and so it's not just coding

[39:14] cool features, it's actually looking at

[39:18] how Google is changing crafting theories

[39:22] on why they're doing it and where it's

[39:25] going.

[39:27] And then it's trying to create solutions

[39:32] that that give you the advantage still

[39:35] in those scenarios

[39:38] and then you get to code it. And so

[39:42] everybody's, you know, watching the uh

[39:45] TED, why isn't the code coming out

[39:47] faster? Well, innovation

[39:51] doesn't really lend itself to a

[39:53] timetable. If it did, cancer would be

[39:56] cured by now and we'd all be living on

[39:58] Mars. If you could say, "Do it by next

[40:01] quarter," we would, you know, but that's

[40:04] that's not how innovation works. How

[40:07] innovation works is enough people care

[40:10] about a thing uh that together we'll all

[40:14] figure it out. And you know,

[40:16] [clears throat] kind of right now, you

[40:18] know, I'm I'm wondering where did all

[40:20] the testers go?

[40:23] You know, why why am I the only one

[40:26] that's raising the flag on this stuff?

[40:28] Why am I the only one that's digging

[40:31] deep into this stuff?

[40:34] And, you know, I'm happy to be wrong on

[40:36] all of it. Boy, that would be awesome.

[40:39] And so, yeah, prove me wrong, prove me

[40:42] right, find cool things I missed. Uh,

[40:45] but we got to do something cuz if it's

[40:48] just me, it's going to be really hard.

[40:53] It's going to take a lot of time.

[40:56] So, you know, my question to you, I've

[40:59] shown you some cool stuff here. What are

[41:02] you going to do? You can test the

[41:03] methods. You can test my advice. You

[41:06] could go looking for things I haven't

[41:08] found yet.

[41:10] And I know Ted, work faster, and I will.

[41:17] Um, but you know, that's not the best

[41:20] plan on the table.

[41:23] All right. Thank you. Does, uh, anyone

[41:27] have any questions for me while I'm

[41:29] online here?

[41:31] First, let's give a big round of

[41:33] applause. [applause]

[41:38] If you have a question, use this

[41:40] microphone here. You can hear it through

[41:41] here. So, anybody have a question? That

[41:45] was very heavy. Can

[41:46] you get him to tell us how to uh find

[41:48] the uh the uh neighborhood?

[41:52] How do you find the neighborhood zones?

[41:54] you uh do a search in Google Maps

[41:59] and you'll rightclick on the search

[42:02] results

[42:03] uh to uh see to uh see the DOM uh HTML.

[42:10] So you'll inspect

[42:13] and then you will do a uh a control F or

[42:18] a command F to find and you'll be able

[42:21] to keyword search the DOM and then you

[42:24] want to look for the city name in the

[42:27] JavaScript

[42:29] and then you'll find it in the

[42:32] JavaScript and there'll be one for each

[42:35] business. So you might want to search

[42:37] for the business name in the JavaScript

[42:40] and then search for the city name right

[42:42] after that. Um the other thing to do is

[42:46] to uh parse it out of the uh the data

[42:50] and then you can get every business in

[42:52] those zones and uh that's something I'm

[42:55] doing uh as well. It's one of the new

[42:57] adaptations I'm working on. Uh but yeah,

[43:01] it's it's there. You can see it for

[43:04] yourself. Any

[43:10] questions?

[43:10] Yeah, ask 10 questions. I will. [ __ ]

[43:13] that.

[43:14] Here. You got to have this so he can

[43:16] hear you.

[43:17] Hey, Big Ted.

[43:18] Hey, how's it going, Mike?

[43:20] Good. I said, man, if nobody got

[43:22] questions for Big Ted, I'mma ask him.

[43:24] Hey, I was curious. Have you seen the

[43:25] new mid link for Google Maps that shows

[43:28] up on the AI overview? Is it like a new

[43:31] GMBB URL that's been brought to the

[43:35] world since AI overview came out?

[43:38] Uh, I haven't had a chance to play with

[43:40] it, but yes, I've been seeing it. And I

[43:44] know in the past Google has tried to

[43:47] make it difficult to follow the ID

[43:50] chains. So, I I worry about that. Uh,

[43:54] but I I don't know what to worry about

[43:57] specifically yet.

[43:59] Okay. I know you got a lot on your

[44:01] testing table and I'm testing the [ __ ]

[44:03] out of it. But when you get a chance, if

[44:05] you could look deeply into that code and

[44:07] tell me if there's anything I should

[44:09] know. Uh cuz at first when when that

[44:12] link first came out, if you were to grab

[44:15] your machine ID and swap it out, it

[44:17] wouldn't load like exactly what you're

[44:19] saying. They didn't want you to be able

[44:21] to do that, especially not manipulate

[44:22] it. Uh then change and you can do it.

[44:26] And here's a little free nugget for

[44:27] y'all, right? uh reviews that come in

[44:29] from that link

[44:33] stick a lot more. Super nugget, right? I

[44:36] was not planning on sharing that.

[44:38] Anyway, Ted, thank you so much. That's

[44:39] what I wanted to ask you. If you

[44:43] Absolutely,

[44:44] Ted. Um I'll I'll show on my

[44:46] presentation. There's a new Google map

[44:48] link, the mid link that comes in from a

[44:51] AI overview suggestion. When you get to

[44:54] that map knowledge pan or whatever the

[44:57] [ __ ] it's called, if you get a review to

[44:59] come in from there, it seems to stick

[45:02] longer because I guess they trust it

[45:04] more. Why you laughing, Nester? Hey,

[45:07] listen. It's rockstars. Got to drop the

[45:08] nug. Oh, questions for Ted. Yeah. Yeah.

[45:10] Come on. You know, we got to get the

[45:12] nuggets from Ted.

[45:13] Yo. Yo, Ted. Um hello question for about

[45:17] I'm building a rank tracker still for

[45:21] one custom need and

[45:23] many challenges you know like um how

[45:25] you're scraping the data I I'm

[45:28] integrating like data for SEO other APIs

[45:31] but still the same blue links that

[45:33] there's not anymore it's about pixel but

[45:36] there are many other factors that are

[45:38] important like hle

[45:41] you know um the other stuff like where

[45:44] the the the provider this the provider

[45:48] of internet uh where you're tracking

[45:50] that might change. So in my still I'm

[45:54] building the tool but I'm pretty sure

[45:57] it's not uh trustworthy but I'm I'm just

[46:01] building because I need like the source

[46:02] of truth to for showing clients anyway.

[46:06] But uh what are your thoughts? I mean I

[46:08] was really surprised about this uh login

[46:12] accounts. So what I have in mind maybe

[46:15] uh connecting a bunch of Google

[46:17] accounts. I mean it's so hard you know

[46:19] but maybe that could give me a better

[46:23] approach but what what possibly

[46:26] the clients could see.

[46:29] Yeah. Yeah. So uh what I'm looking at

[46:32] you're exactly right. I think uh pixel

[46:35] height and knowing uh the pixel height

[46:38] of the fold uh is very important for any

[46:42] new modern rank trackers cuz I want a

[46:44] rank tracker to tell me what links are

[46:48] viewable.

[46:49] And so I need to know, you know, is it

[46:52] in the viewport? Is it one, two, or

[46:55] three user interactions below uh the

[47:00] initial viewport?

[47:02] uh because that that's more meaningful.

[47:04] If uh if somebody has to scroll twice

[47:08] then pageionate to find me that's my

[47:11] rank position.

[47:14] All right. It's not it's not number

[47:16] four. It's you know I am three user

[47:20] interactions away which pretty much

[47:23] means you know my result is dead.

[47:27] Um, and you know the problem is is you

[47:30] get impression count for things that

[47:33] might be four user interactions away. So

[47:36] even impression count doesn't mean what

[47:39] it used to mean.

[47:41] Um, so yeah, we need we need new metrics

[47:45] and kind of uh what you need to think

[47:48] about is either getting an embedded

[47:51] Chrome or piloting a Chrome instance.

[47:56] uh but the APIs they're using headless

[47:59] Chrome

[48:01] and so using the APIs doesn't

[48:04] necessarily solve your problem

[48:07] and so but if you if you pilot Chrome

[48:11] and connect to a debugging port that's

[48:13] pretty good if you use uh macro tools to

[48:18] open Chrome and put in the mouse buttons

[48:20] that'll that'll do the trick. Uh the

[48:23] other thing is there are uh for some of

[48:26] the languages out there that are popular

[48:29] there are embeddible versions of

[48:31] Chromium. They cost uh quite a bit of

[48:34] money. Uh but you know that's that

[48:37] avenue is out there and that's kind of

[48:38] the avenue that I'm going down. Um but

[48:43] yeah, you know, we we can solve this.

[48:46] This is a solvable problem. We just have

[48:49] to solve it with new techniques and new

[48:51] tools.

[48:53] And so your thinking is exactly right on

[48:55] that.

[48:57] Thanks, Ted.

[49:00] Ted, we have a question from Patrick

[49:03] online. In your opinion, what scenarios

[49:05] are worth putting the effort into

[49:07] ranking in AI overviews?

[49:12] Um, well, you know, getting getting

[49:15] above the fold is important. It's, you

[49:19] know, if if you're in the AI overview

[49:22] and your brand is refle uh reflected

[49:26] positively there,

[49:29] uh, you know, that's like having a good

[49:31] billboard on the highway. It should

[49:33] result in more brand search.

[49:36] So, even if they don't engage it, if

[49:38] they they see it and they remember you

[49:41] and they search your brand later, that's

[49:43] value. It's it's hard to attribute that

[49:47] value, but you want to be where the

[49:50] people are, right?

[49:53] And so if AI overviews are in front of

[49:55] the people,

[49:57] you probably want to be there. And I

[50:00] would I would try to get the the brand

[50:02] there. And you know, one of the things

[50:05] uh we've seen with that is right now

[50:08] it's it's kind of exploitable

[50:11] uh because

[50:13] the AI system is heavily weighting the

[50:17] occurrences of Roundup articles. Are you

[50:21] number one in a lot of Roundup articles

[50:24] for the thing you're doing? Are you top

[50:27] three?

[50:29] Uh do you appear in any of them?

[50:32] So,

[50:34] you know who who can think of a solution

[50:37] for that? Well, let's maybe write some

[50:39] roundup articles.

[50:43] Um, so yeah,

[50:45] Dory Dory asks, "What's a roundup

[50:47] article?"

[50:48] Um, all right. So, uh, you have a bar

[50:52] with a karaoke night.

[50:55] Uh, how many articles list you in the

[50:58] top 20 karaoke bars for Seattle? And if

[51:03] none of them list you, AI knows that.

[51:08] If half of them list you, AI knows that.

[51:11] If you often appear in the top three, AI

[51:15] knows that. That's what it trained on.

[51:19] So when you say to AI, you know, what

[51:22] are the best places for karaoke in

[51:25] Seattle, that's what AI is going to

[51:28] consider. And you can actually craft

[51:31] your prompts to tell you the ranking

[51:35] algorithm.

[51:36] Uh that is a huge thing right now that

[51:41] people aren't exploiting. You can craft

[51:43] your prompt in a way where you say,

[51:46] "Write a list of the top 20 karaoke bars

[51:51] in Seattle."

[51:53] And put them in a table along with the

[51:56] criteria

[51:58] you considered

[52:00] for ranking them in that position

[52:04] and site any applicable sources. It'll

[52:07] even tell you the roundup articles.

[52:11] Yeah. facts.

[52:12] Bro, give it up for Ted because if you

[52:14] don't understand what he's saying,

[52:15] [applause]

[52:16] he was in the VIP lounge last night. We

[52:18] was talking about this, Brad. One of the

[52:19] other speakers, Google Gemini, be

[52:21] dropping the T. If you don't know what T

[52:24] means, it means the gossip. Like, yo,

[52:26] how do I get my GMBB back? Ask Gemini.

[52:28] You'd be surprised that [ __ ]

[52:30] give you a checklist there at the end.

[52:32] That's what he's talking about. you go

[52:34] back and forth and chat with the [ __ ]

[52:36] with the right intention and prompting

[52:38] to reverse engineer what's getting not

[52:41] the rankings, the revenue, right? Where

[52:43] are the buyers at? Bro, it's just it's

[52:45] right there so easy for now. That was a

[52:47] huge nugget. Thank you, bro.

[52:49] Yeah,

[52:50] you're welcome.

[52:52] Keep going. Please. [laughter]

[52:57] He said keep going.

[52:58] Yeah. Ask him to touch on the so the

[53:00] listicles thing, right?

[53:01] What's the listical thing? round up

[53:03] listicles like listical articles like

[53:05] hey top 10 x in gio right a lot of

[53:08] people are scared to write an article a

[53:10] lot of people are scared

[53:12] a lot of people are scared to write an

[53:14] article right like on your client's site

[53:15] or your site like yo 10 best roofers in

[53:18] Texas because like why

[53:20] why are you gonna mention another brand

[53:22] on your website but if you've ever done

[53:24] that right you're ranking in the AI

[53:27] overview I guarantee it without any

[53:29] question of a doubt right now you'll be

[53:31] like

[53:31] go ahead

[53:32] It's important for the the rankings in

[53:36] uh map search, too. Google's looking for

[53:39] multip multiple forms of evidence that

[53:43] your claims are true. So, it's it's not

[53:45] just that your reviews talk about how

[53:48] great the karaoke event is at the bar.

[53:52] That helps. That's one dimension. But

[53:54] they are also collecting and storing and

[53:58] sometimes presenting those list

[54:01] articles. I have screenshots from past

[54:05] presentations at SEO Rockstars where I

[54:09] showed you the list articles being

[54:13] presented in map search.

[54:16] So if they're looking for them,

[54:19] if they're collecting them into these

[54:21] massive big data databases and they're

[54:25] sometimes even presenting them in the

[54:28] search results, what are the odds

[54:31] they're rank uh they're calculating the

[54:34] rank score with them as well?

[54:37] Yeah,

[54:38] absolutely. I I'll I'll piggyback a

[54:40] little nugget too, right? So, like don't

[54:42] do it on your client site what I had

[54:44] just said, you know, cuz be respectful,

[54:46] but you could go buy an exact match

[54:49] domain like best roofers texas.net.com.

[54:53] Make it a little [ __ ] directory

[54:54] site. You don't got to get crazy with

[54:56] it, right? And just reference the top 10

[54:57] people, right? And then,

[54:59] well, there's a better way.

[55:01] Go Ted. Go ahead, baby. Drop it. Give it

[55:03] to them.

[55:04] Yeah. uh you know I teach a a lot of

[55:07] local SEOs uh who are are are just

[55:11] getting started and one of the things

[55:13] I'm teaching now is that uh every local

[55:17] SEO needs to be three to five travel

[55:21] bloggers.

[55:22] So create your travel bloggers because

[55:26] you need to change topics and locations

[55:30] left and right. So you need websites

[55:33] where that's appropriate and expected.

[55:37] So if you are three to five travel

[55:41] blogging personas, you can be talking

[55:44] about the best dry cleaners in uh

[55:49] uh in Berlin and then you can switch to

[55:52] the best cajinjun restaurants in

[55:56] Alabama. then you can switch to the best

[56:00] uh karaoke bars in Seattle and you can

[56:03] do it all the time. And here's the

[56:05] thing, all of your local SEO

[56:08] competition,

[56:10] none of them are thinking this way. None

[56:13] of them are doing this. And so it when

[56:17] Google is looking in its database, are

[56:20] there any roundup articles uh for this

[56:24] keyword for these businesses?

[56:27] If you have three to five, even if

[56:30] they're not powerful, at least you have

[56:33] three to five entries where nearly

[56:36] everyone else has zero.

[56:40] Absolutely.

[56:42] Give it up for Ted. Any questions for

[56:45] Ted?

[56:47] Guys, I'mma finish that thought separate

[56:49] from what he's saying. Not compared,

[56:51] totally different exact match domain,

[56:53] right? List the top 10 or whatever the

[56:56] do the research like he said. Ask

[56:58] Gemini.

[57:00] That's what I'm saying. Yes, of course.

[57:01] And your link is the only one that's

[57:04] outbound, the only do follow link, the

[57:06] only map that's inbed. Everything else

[57:08] is an image that doesn't click out. So,

[57:10] it's not really it's a [ __ ] list of

[57:12] you control. do that for best geo, best

[57:16] service in geo, not just a category. So,

[57:18] not just best roofer if it's

[57:20] competitive, best metal roofer, best

[57:22] roof inspector, best and you'll [ __ ]

[57:24] smash and you'll get the AI overview in

[57:26] less than three, four, five days.

[57:29] Yeah. And in your roundup articles,

[57:33] don't list the obvious best competitors.

[57:37] Go find the the 19 worst ones and put

[57:41] yourself [laughter] at the top.

[57:43] Yeah, you can hold this question.

[57:46] Why don't you just create a couple lead

[57:50] genen sites and then list all those lead

[57:52] genen sites as your competitors many

[57:54] ways. So guys, real quick, just to say

[57:56] because you guys are having a lot of

[57:57] thought. There's literally so many ways

[57:59] to do this. That's why I started off

[58:01] with a directory [ __ ] directory. You

[58:02] can do a full-blown directory site and

[58:04] now that's it. You could do either

[58:06] either niche or just every city and

[58:08] state. And there you go. That one thing,

[58:10] subdomain or not, can do everything

[58:12] we're covering. I also have dyslexia.

[58:14] So, please let me ask a question. Is a

[58:16] roundup and a listical the same thing or

[58:18] am I mixing the two things up?

[58:21] Sometime I want to make sure I'm not

[58:22] bugging the [ __ ] out. All right. Cool.

[58:23] Cool. So, yeah, guys, it could be a lead

[58:25] genen site like you said, lead genen

[58:28] directory PDN

[58:31] like like Ted said, which is very smart.

[58:33] personas, bloggers, mommy blog. He had a

[58:36] question first, then we'll come to you.

[58:38] Okay,

[58:38] great.

[58:38] So Ted, I was gonna ask a more of a

[58:40] technical one. What if in a certain area

[58:44] you cannot you can get in big trouble if

[58:46] you were use the word best, right? So

[58:49] like from the law practice, we're

[58:52] restricted on that word, right? And I

[58:53] know people do it, but but it's a real

[58:56] red flag with the bar. What what would

[58:58] you suggest in building that?

[59:01] Yeah. in any regulated space you you

[59:05] really have to follow the letter of the

[59:08] law. Uh but there is nothing against

[59:12] emphasized numbers in the rankings.

[59:17] So if you say this is a list of DUI

[59:20] lawyers in Seattle, there's no reason

[59:23] you can't make the top three bold and

[59:26] larger font. [laughter]

[59:32] Go ahead. So Sean, you had a question.

[59:35] Okay, go ahead.

[59:37] I just have one question. Well, it

[59:39] doesn't matter.

[59:40] Can you hear that, Mike?

[59:41] Oh, is that mic?

[59:42] Yeah. Yeah, I can hear.

[59:44] Okay, great.

[59:44] Okay. All I wanted to is you need to

[59:48] give a plug for the the local SEO uh uh

[59:52] courses and helping that you can give

[59:54] some of of us out here. You said you

[59:57] said you're teaching some people. How

**[01:00:00]** can we get there?

**[01:00:02]** All right, here's here's the crazy

**[01:00:04]** thing. I actually don't charge for my

**[01:00:08]** training if you subscribe to my

**[01:00:10]** software.

**[01:00:12]** And even even if you end up not using my

**[01:00:16]** software, which would be insane, uh

**[01:00:19]** you're you're looking at $250

**[01:00:22]** for the training then.

**[01:00:25]** And everybody knows this software,

**[01:00:27]** right?

**[01:00:29]** Yeah. Yeah. It's a no pitch thing, but

**[01:00:31]** it was a question.

**[01:00:36]** Any other questions for Ted?

**[01:00:39]** No. Y'all sure? Go on once. All right.

**[01:00:40]** There you go. Smart man.

**[01:00:43]** Hold on. Hold on. Corora. C O R A.

**[01:00:47]** Any last questions for Ted?

**[01:00:49]** You sure y'all? All right. Hey, Ted. I

**[01:00:52]** got one. If you don't mind, I got a last

**[01:00:54]** I got. Yeah. Yeah. Bring it on.

**[01:00:56]** The last time you was breaking down the

**[01:00:58]** the schema zones to me, right, and the

**[01:01:01]** importance of certain zones and

**[01:01:02]** elements, right? Is that did you come up

**[01:01:05]** with anything

**[01:01:07]** uh any update on that that Merino might

**[01:01:09]** want to know?

**[01:01:11]** Uh

**[01:01:13]** yeah. Um you know, it's it's it's kind

**[01:01:17]** of

**[01:01:17]** private.

**[01:01:18]** No, no, it's not private. It's uh you

**[01:01:22]** know the the main thing we learned from

**[01:01:25]** Terry Samuels and Clint Butler's nothing

**[01:01:28]** but schema uh thing is that a schema is

**[01:01:33]** most definitely hardwired into the

**[01:01:36]** ranking system. So if you've been

**[01:01:39]** neglecting schema you really need to

**[01:01:42]** stop doing that. Uh the next thing is

**[01:01:45]** that I found that uh the most important

**[01:01:48]** fields in the schema are the description

**[01:01:51]** fields and that's where you can get

**[01:01:55]** really crazy value. You need to pull a

**[01:01:59]** uh a Kyle roof rhinoplasty plano thing

**[01:02:04]** in in your schema. You know, it doesn't

**[01:02:06]** have to be gibberish, but man, your

**[01:02:09]** topical relevancy, the entities need to

**[01:02:12]** be in there. All the keyword variations

**[01:02:15]** need to be in there. You need to be

**[01:02:17]** extremely verbose in those description

**[01:02:21]** fields. You don't put in a sevenword

**[01:02:24]** sentence. That's not going to cut it.

**[01:02:26]** And here's the thing, the words in your

**[01:02:30]** schema

**[01:02:32]** need to match the words on your page.

**[01:02:36]** All right? The visible words in the

**[01:02:38]** content. If you only put the words in

**[01:02:41]** the schema, they don't count. All right?

**[01:02:46]** So,

**[01:02:47]** so hold up, hold up, Ted, Ted, one

**[01:02:49]** second. Y'all heard that.

**[01:02:50]** No,

**[01:02:51]** Ted, say it again, please, because

**[01:02:53]** that's super huge. All right. If you

**[01:02:56]** only put the words in the schema, they

**[01:03:00]** won't count. The only words that count

**[01:03:03]** in schema are the words that match words

**[01:03:06]** in the content. When the words, the

**[01:03:09]** entities and the keywords in the schema

**[01:03:13]** match the entities and the keywords on

**[01:03:16]** the page and the headings and the title

**[01:03:18]** and the paragraphs,

**[01:03:21]** that's when the magic happens. when you

**[01:03:24]** uh go back to, you know, past videos and

**[01:03:28]** rock stars when Clint Butler showed his

**[01:03:31]** Fountain Hills example,

**[01:03:34]** he doesn't rank for Fountain Hills

**[01:03:37]** Clint.

**[01:03:39]** He doesn't rank for it. Google doesn't

**[01:03:42]** even think he has a page for it, even

**[01:03:45]** though his schema says Clint Butler 12

**[01:03:48]** times.

**[01:03:50]** he would have to put his name in the

**[01:03:53]** content of the page to rank for that.

**[01:03:56]** And if he did that, he'd rank number one

**[01:03:58]** for it.

**[01:04:00]** But it's in the schema only, so it

**[01:04:03]** doesn't work.

**[01:04:05]** But I'm sorry, Ted, because you know,

**[01:04:08]** you know I'm a learner. Are you saying,

**[01:04:10]** bro, that all the times, even me, bro,

**[01:04:12]** that I tried to be slick and and stuck

**[01:04:15]** for a whole bunch of [ __ ] in the schema

**[01:04:17]** that wasn't on a one page landing page,

**[01:04:19]** you know, like that? That's why it

**[01:04:20]** wasn't working or moving that much. And

**[01:04:22]** if it was moving, it wasn't because of

**[01:04:24]** that.

**[01:04:24]** Yeah, because I didn't know. Who here

**[01:04:26]** knew that? Time out, bro. You knew that,

**[01:04:29]** Sean. Okay. Who else knew that?

**[01:04:30]** Two people. Okay. I'm say I want I want

**[01:04:33]** to Is that Brian? Okay. Yeah, that one I

**[01:04:35]** could believe. Wait, you learned it from

**[01:04:36]** him,

**[01:04:36]** Sean?

**[01:04:38]** Okay, that's why. All right,

**[01:04:40]** that's uh Hey, Ted, that's a huge

**[01:04:42]** nugget. And real quick, this is like a

**[01:04:45]** no pitch event, but this is our event,

**[01:04:47]** right? And he just referenced past

**[01:04:49]** presentations, right? I don't know if

**[01:04:51]** you guys know cuz maybe it hasn't been

**[01:04:53]** advertised fully and properly, but the

**[01:04:56]** big rockstar package comes with access

**[01:04:59]** to all the videos and pre presentations

**[01:05:03]** from all 12 years. Then I created a

**[01:05:06]** custom rag chat. So you could talk with

**[01:05:08]** it. So you could literally go press or

**[01:05:11]** type, hey, what do Clint and Terry say

**[01:05:14]** about schema? And it'll give you an

**[01:05:16]** answer and it'll lead to their

**[01:05:17]** presentations. I'm also building SOPs

**[01:05:20]** based off though. Not a complete SOP as

**[01:05:23]** much as I can from a a presentation

**[01:05:26]** based off those because again, we here

**[01:05:28]** at Rockstars, we want you to have a good

**[01:05:31]** time, but we want you to implement kill

**[01:05:33]** it and go enjoy life with your family.

**[01:05:34]** Sorry. Go ahead. Keep going, Ted. Thank

**[01:05:36]** you so much for this, bro.

**[01:05:38]** Yeah. Yeah. That rag prompt, uh, what

**[01:05:41]** does rock stars have to say about

**[01:05:44]** Fountain Hills is probably the money

**[01:05:47]** prompt.

**[01:05:48]** Um and yeah, so how how that works is uh

**[01:05:55]** the decision to index or not index a

**[01:05:59]** page for a keyword is a different system

**[01:06:04]** than where should a page rank for a

**[01:06:07]** keyword. Those are two independent

**[01:06:10]** systems in Google.

**[01:06:13]** So uh what's happening is Google is

**[01:06:18]** saying uh if a keyword is uh only in the

**[01:06:24]** schema, well that's a no index zone.

**[01:06:27]** It's only going to index the the

**[01:06:30]** appropriate content. It's not going to

**[01:06:32]** index uh the schema by itself. So if you

**[01:06:36]** put a test keyword into schema and

**[01:06:40]** nowhere else that test keyword will

**[01:06:43]** never become findable in search.

**[01:06:46]** So to make it findable it needs to be in

**[01:06:49]** your title or heading or paragraphs.

**[01:06:53]** But

**[01:06:55]** when it is there uh the ranking system

**[01:06:59]** is going to look at that schema and say

**[01:07:01]** look at all this topical relevancy and

**[01:07:04]** keyword density and exact match and term

**[01:07:07]** frequency and boom it's going to apply

**[01:07:10]** all of that relevancy

**[01:07:13]** to your content where it matches.

**[01:07:17]** So by itself schema is a no index zone.

**[01:07:20]** It needs to be in your content to become

**[01:07:22]** findable, but once it's findable, that

**[01:07:26]** schema is going to boost the [ __ ] out of

**[01:07:28]** it.

**[01:07:32]** I got question master class.

**[01:07:35]** Here you go, sir. Jordan,

**[01:07:37]** this is Jordan. Hey, if we use about and

**[01:07:39]** mention schema, right? And like I do

**[01:07:42]** medical, so there's two procedures that

**[01:07:44]** have the same name. refractive lens

**[01:07:46]** exchange,

**[01:07:48]** lens replacement. On the page, we might

**[01:07:50]** have the word refractive lens exchange.

**[01:07:53]** The Wikipedia listing calls it custom

**[01:07:56]** lens replacement in that about and

**[01:07:59]** mention schema. Then you're saying we

**[01:08:01]** should use refractive lens exchange as

**[01:08:04]** the word and then link to the Wikipedia

**[01:08:07]** article that has a slightly different

**[01:08:09]** name.

**[01:08:11]** All right. So,

**[01:08:13]** the the aboutton mentions uh there's a

**[01:08:16]** bit more of an art to it. So, when when

**[01:08:19]** I uh redid Terry and Clint's experiment,

**[01:08:25]** I tried to get to minimum viable SEO.

**[01:08:28]** So, initially I I tried everything and

**[01:08:31]** all of it and and I couldn't get the

**[01:08:34]** about and mention stuff to create a

**[01:08:36]** measurable outcome. Not that it wasn't

**[01:08:39]** doing anything, it's just my test was

**[01:08:42]** inconclusive because I probably [ __ ]

**[01:08:44]** it up somehow. Um, but the thing you

**[01:08:48]** want to be careful with is when you

**[01:08:51]** start putting in those entity

**[01:08:53]** references, you need to make sure that

**[01:08:56]** all of them are topically relevant. So,

**[01:09:00]** for example,

**[01:09:02]** uh I'm going to go off topic on you. If

**[01:09:04]** the keyword is boat insurance

**[01:09:08]** and you start putting in a lot of

**[01:09:10]** boating terms into your entity

**[01:09:13]** references,

**[01:09:15]** all right, Google might start to think

**[01:09:17]** it's a page about boats,

**[01:09:20]** but what are you selling?

**[01:09:23]** Insurance.

**[01:09:24]** So, you need you need to remember that

**[01:09:27]** topical relevancy has a balance to it.

**[01:09:31]** We need we need it to be strongly

**[01:09:34]** insurance because that's what we're

**[01:09:36]** selling with a sprinkle of of boat and

**[01:09:41]** we definitely don't need, you know,

**[01:09:43]** masks and anchors and main sails and and

**[01:09:47]** all that stuff because we're not selling

**[01:09:50]** any of those things. So yeah, so be

**[01:09:55]** careful about the topical balance. So if

**[01:09:58]** you have a dedicated page for that, you

**[01:10:01]** know, you probably want all those

**[01:10:03]** important terms and incarnations of

**[01:10:06]** them, but there is going to be a

**[01:10:08]** canonical entity that you probably need

**[01:10:11]** to say same as and mentions and knows

**[01:10:14]** about and that's a disambiguation thing.

**[01:10:18]** So you're you're trying to corner

**[01:10:21]** yourself into a topical space. [snorts]

**[01:10:25]** Um and uh similarly like if you are

**[01:10:28]** trying to rank a page for apple pie

**[01:10:32]** and you put in you knows about blueberry

**[01:10:36]** pies, peacon pies, key lime pies, you

**[01:10:40]** know that's that's kind of going off

**[01:10:42]** topic when you start to make your page

**[01:10:44]** about all pies. How should a page about

**[01:10:48]** all pies rank compared to a page that's

**[01:10:51]** only about apple pie and is talking

**[01:10:54]** about making apple pies? 100% about

**[01:10:58]** apple pies when you're trying to rank

**[01:11:00]** for apple pies.

**[01:11:02]** So topical focus is important, but it's

**[01:11:06]** an art form. Nobody's uh cracked the

**[01:11:10]** equation on topical

**[01:11:14]** density, topical relevancy. We know it's

**[01:11:17]** a thing. There are people with methods,

**[01:11:20]** but it has not been totally figured out

**[01:11:24]** yet

**[01:11:27]** yet.

**[01:11:28]** So,

**[01:11:30]** hey Ted.

**[01:11:31]** Okay,

**[01:11:32]** we have one question.

**[01:11:33]** Okay, what's the question? Let's do the

**[01:11:35]** question first.

**[01:11:36]** Is there a way to find only the primary

**[01:11:39]** keywords that are above the fold using

**[01:11:42]** Kora?

**[01:11:43]** Ted, did you hear that? Is there a way

**[01:11:44]** to find only the primary keywords above

**[01:11:46]** the fold using Kora? Did I get it right?

**[01:11:49]** Uh, no. That's that's what I'm building.

**[01:11:53]** So switching uh to an above the fold uh

**[01:11:59]** type of mentality means that you have to

**[01:12:03]** work with JavaScript in a browser

**[01:12:06]** instance cuz you have to calculate the

**[01:12:09]** pixel heights of where the fold is and

**[01:12:13]** what content is visible above that fold.

**[01:12:16]** It is doable. I am coding it. other

**[01:12:20]** people are coding it when it was

**[01:12:22]** mentioned before a rank tracker with

**[01:12:24]** pixel height. That's what they're

**[01:12:27]** talking about. Those are the new tools

**[01:12:29]** that are coming but aren't out yet. And

**[01:12:33]** uh you know that's that's kind of where

**[01:12:35]** it's going to be for getting those KPIs.

**[01:12:38]** But all of that stuff is in the works

**[01:12:40]** from multiple businesses. I'm not the

**[01:12:43]** only one. Uh but yeah, your instincts

**[01:12:46]** are right. That's what we want. Another

**[01:12:50]** question is Google still not crawling

**[01:12:52]** JavaScript at certain times of the year?

**[01:12:56]** Yes. Uh when Google does a major uh

**[01:13:01]** update, usually the big core updates,

**[01:13:05]** they will pause rendered indexing.

**[01:13:09]** And so that means if you're using Edge

**[01:13:13]** SEO, these systems where JavaScript

**[01:13:17]** remotely manages SEO on the page, if

**[01:13:21]** you're using

**[01:13:23]** uh JavaScript frameworks that don't do

**[01:13:27]** server side rendering properly, all of

**[01:13:30]** your SEO vanishes because it was in the

**[01:13:34]** JavaScript and Google stopped doing it.

**[01:13:37]** And so what happens is whenever there's

**[01:13:40]** one of those big core updates, I

**[01:13:43]** inevitably get one or two people. The

**[01:13:46]** last time it happened to me, it was the

**[01:13:48]** SEO at Verizon. He was like, Ted, uh,

**[01:13:52]** the company wants to fire me because all

**[01:13:55]** of our rankings disappeared at the same

**[01:13:58]** time and all the engineers are saying

**[01:14:02]** that's an SEO problem.

**[01:14:04]** No, it's not.

**[01:14:07]** You can put a test keyword into those

**[01:14:11]** JavaScript content zones and demonstrate

**[01:14:15]** that they never become findable in

**[01:14:18]** search while a core updates rolling out.

**[01:14:22]** And it wasn't the SEO's decision to use

**[01:14:26]** those JavaScript architectures.

**[01:14:29]** That was an engineering choice. And so

**[01:14:32]** it's provable if you understand what's

**[01:14:36]** going on. But yeah, those things uh you

**[01:14:40]** can expect a JavaScript framework

**[01:14:43]** scenario or an edge SEO scenario to fail

**[01:14:48]** you about 25% of the time.

**[01:14:52]** And that's why when I was making mine, I

**[01:14:54]** scrapped it. That's not good enough.

**[01:14:57]** Thank you so much, Ted. We really

**[01:14:58]** appreciate it.

**[01:15:00]** Everybody give it up for Ted. [applause]

**[01:15:02]** Thank you so




============================================================
SEO Rockstars 2026: Day 2 - Bradley Benner
Video: https://www.youtube.com/watch?v=pA9afJoSB9E
============================================================

[00:02] Thank you so much, Mike. That was

[00:04] amazing, dude. Thank you. I don't know

[00:06] if I can live up to it, but So, guys,

[00:08] I'm going to be here talking about not

[00:10] SEO, but how to generate more leads for

[00:12] your agency. Uh, you know, there's a lot

[00:14] of other really smart SEOs in here that

[00:16] have been giving out a lot of amazing

[00:17] information. So, I wanted to contribute

[00:18] in a way that I feel like I've got a

[00:20] quite a good, you know, understanding of

[00:23] and handle on. I've been using cold

[00:24] email now to generate leads for my own

[00:26] agency for five years. uh for both of my

[00:28] agencies, my white label link building

[00:29] agency as well as my own local marketing

[00:31] agency and cold email still works

[00:32] incredibly well. So I developed and in

[00:35] fact if I only had one channel to

[00:36] generate leads for my agency, it would

[00:38] be cold email 100%. And uh I developed a

[00:41] process specifically for targeting local

[00:43] marketing clients. Um, I do it out as an

[00:46] industry specific like I I run a local

[00:48] marketing agency called Treeare HQ where

[00:50] I serve tree care contractors. And so I

[00:53] developed a process for using

[00:55] directories to do outreach and initiate

[00:58] a conversation with my chosen prospect.

[01:00] And it's a much lot less confrontational

[01:03] way to initiate a conversation and to

[01:04] get uh you know start having that

[01:07] conversation and build rapport because

[01:09] we're giving something of value which is

[01:10] a directory listing and communicating

[01:13] with them through multiple channels

[01:15] before we ever get on a sales call with

[01:16] them which I call the listing delivery

[01:18] call but it's also the start of the

[01:19] sales sales conversation. So I'm going

[01:21] to be talking about kind of the process

[01:23] today as to what you know how this

[01:25] operates. It's simple to set up now

[01:28] because of AI tools. It makes it a hell

[01:29] of a lot easier. I'll talk about my tech

[01:31] stack, but there are better options out

[01:33] there that uh now again to have I wish I

[01:36] could have started now instead of five

[01:38] years ago because I'm kind of married to

[01:39] some of the tools that I'm using just

[01:41] because they're so integrated into our

[01:43] uh operations. But you can do it a lot

[01:45] more lean now with AIdriven uh CRM and

[01:48] such. And so I'll mention a couple of

[01:50] those. But why does this work? Well, the

[01:53] way that I start with the and I'm going

[01:54] to go through the whole sequence and

[01:55] show you guys. Um, but what I do is I

[01:58] just go straight, you know, contractors,

[02:00] uh, tree service contractors in whatever

[02:01] city I want to target. And typically, I

[02:03] I go after low competition.

[02:05] Not sharing the screen, is it?

[02:08] I'm sorry, but it's not sharing.

[02:09] I don't know if we're on Goto Webinar on

[02:13] and we can't see your SC the screen.

[02:18] You I'm gonna continue if that's all

[02:19] right. You guys can. Okay. So, uh, what

[02:21] I do is I just scrape cont try to target

[02:24] low competition areas because I like

[02:25] easy. So, so if I'm going to land

[02:28] clients, I'm going to actually go out

[02:29] and kind of try to snipe clients, right?

[02:31] Um, and try to find clients in a

[02:32] particular location. I always go for low

[02:34] low competition areas, but it doesn't

[02:36] matter, okay? It really doesn't matter.

[02:37] And then once I scrape the leads, then

[02:39] go they go in a cold email system. I use

[02:41] instantly for that. It works really

[02:43] well. Um, matter of fact, I was talking

[02:44] to somebody the other day about, I think

[02:46] it was Dan, uh, at lunch and, uh, you

[02:49] know, I've got domains that I've been

[02:50] doing cold email from for four years

[02:52] that are still operating today that have

[02:54] not burned the domains. Now, I do low

[02:56] volume. I'd run about 80 emails per day,

[02:58] cold emails per day, um, which is very

[03:00] low, actually. You can go a hell of a

[03:02] lot more aggressive if you want, but the

[03:04] whole process is really just outreach to

[03:06] say, you know, here here's your uh

[03:08] company listing and we need to verify

[03:10] your company's contact information

[03:11] before we can publish it or promote it.

[03:13] And so we just have a series of emails

[03:15] that go out, you know, every other day

[03:16] for five days or excuse me, 10 days. So,

[03:18] it's five emails that just is basically

[03:21] asking the prospect to confirm their

[03:23] information. There's a couple things

[03:25] about that is we uh we put in the name,

[03:27] address, phone number, um and we leave

[03:29] the website field blank. Like even if we

[03:31] have the website, we always leave it

[03:32] blank so that it enti it it incentivizes

[03:34] the the the contact to re reply back and

[03:37] say, "Oh, no, that information is

[03:38] correct, but my website's missing or

[03:40] whatever. We're trying to get a reply."

[03:42] Okay, that's it. As soon as we get a

[03:43] positive reply, it pipes it into the

[03:45] CRM. Um I use instantly, but for for the

[03:48] cold email, but I use high level for the

[03:50] CRM, but again, there's better options

[03:53] for sales CRM than high level now. Um so

[03:56] we'll talk about that in a minute. But

[03:58] what happens is once they reply now I've

[04:00] got because of you know AI makes it so

[04:02] much easier to integrate voice uh email

[04:05] SMS both inbound and outbound voice

[04:08] calls to the prospect to continue

[04:10] warming them up. So once we get that

[04:12] positive reply where they're confirming

[04:13] their information or adding additional

[04:15] detail or correcting information that we

[04:17] have then we through a series of

[04:19] automations we contact them to ask them

[04:22] additional questions. Since I work with

[04:23] tree service contractors they're service

[04:25] area businesses. So, I'm going to walk

[04:26] through the sequence and show you guys

[04:28] the process that we go through to

[04:30] continue communicating with this

[04:31] prospect before we ever get them onto a

[04:33] call. And that's again what we're doing

[04:35] is we're developing rapport and we're

[04:37] doing that on an automated fashion where

[04:39] we're not trying to ask them anything.

[04:40] We're not trying to sell them anything

[04:42] yet. But I'm fully transparent about my

[04:44] sales process, too. When I get on the uh

[04:46] uh listing delivery call with them, I

[04:48] tell them right out of right out of the

[04:49] gate, we're as soon as we get on, we're

[04:50] going to accomplish two things on this

[04:51] call. Number one, we're going to review

[04:53] your listing, make sure it's

[04:54] everything's accurate, it's ready for

[04:55] promoting. Number two, I'm going to

[04:57] introduce some problems that we

[04:58] identified while optimizing your listing

[05:00] that are preventing you from getting

[05:01] jobs online and we're going to introduce

[05:04] some solutions to you to help you to

[05:05] start uh to resolve those issues. Does

[05:07] that make sense? Should we continue? And

[05:09] I always nod and and they always every

[05:12] single time I've not one time had

[05:14] somebody say, "No, let's go ahead and

[05:15] end this call now." They've all said,

[05:16] "Yeah, that sounds good. Let's go." you

[05:17] know, and so it's a very non-salesy way

[05:20] to initiate a conversation with

[05:21] prospects and again enable school

[05:23] transparency

[05:25] about your intentions. That's what I do.

[05:26] I'm 100% honest with my clients right or

[05:28] prospects right up front. I tell them

[05:30] exactly what my intentions are and

[05:32] because we're delivering something of

[05:33] value, they typically are a lot more

[05:35] open to the conversation. Okay. And so

[05:38] here's just some I like I said, I run

[05:39] about 80 roughly 75 to 80 emails per day

[05:42] um Monday through Friday. Actually, I

[05:44] think I do Monday through Saturday. Now,

[05:46] we don't don't mail on Sundays. But

[05:48] here's look at our open rates, guys.

[05:50] This is cold email, right? Our open

[05:52] rates are insane, right? It varies. Our

[05:54] I think our average open rates probably

[05:55] around 65% across all the different

[05:57] campaigns we've been running now for

[05:58] years, okay? And that generates, you

[06:00] know, it varies as far as the response

[06:01] rates. You see, sometimes we get very

[06:04] good response rates. Sometimes they're a

[06:05] little bit lower, but these are, you

[06:07] know, these are all uh contacts that are

[06:09] now in our system in warming. And we got

[06:12] a full not just the pre-sales or you

[06:14] know pre-all nurture sequence, we also

[06:16] have post call nurture sequences as well

[06:18] that automates and continues

[06:19] communication. And what's really

[06:21] interesting about this is after uh you

[06:23] know I don't I don't do any hard sales

[06:25] pitches on or closing tactics on a call

[06:28] at all ever. I just tell them right up

[06:29] front, look, I'm going to introduce you

[06:30] to some lowcost options or whatever the

[06:32] conversation because we've got front-end

[06:34] offers that are very inexpensive. I

[06:36] found with tree guys over the years, a

[06:38] lot of them have been burned by SEOs and

[06:40] marketing professionals, right? So, a

[06:42] lot of them are real hesitant to jump

[06:44] into a full-on retainer package. So,

[06:46] I've got front-end services that I will

[06:48] offer oftent times just to get them in.

[06:49] Like, for example, review solicitation,

[06:51] a list come uh list reactivation and

[06:53] review solicitation campaign through

[06:55] high level. Uh, that's one of the best

[06:57] things as a kind of a front-end service

[06:58] because we can show them results very,

[07:00] very quickly and continue to build that

[07:01] trust. So then we can send them up to a

[07:03] full-on retainer marketing package at a

[07:05] later time. If that makes sense. Um, but

[07:07] you know, it's it it it's a lot easier

[07:09] to uh uh sell the client if not on that

[07:13] call, which again I don't if they're

[07:15] ready to check out, I send them a

[07:16] checkout link. You know what I mean?

[07:17] Like here, go go go subscribe here or

[07:19] whatever. But if they're not ready to

[07:20] check out, I say that's fine. I'm if

[07:21] it's all right with you, I'm going to

[07:22] plug you in, you know, a couple of

[07:24] emails just kind of sum, you kind of

[07:26] talk about what we talked about on our

[07:27] call today. And when you're ready, we'll

[07:29] be here. And what happens guys is you

[07:31] fill your pipeline full of leads like

[07:32] this and you nurture them and you don't

[07:34] push. You don't push. You pull very very

[07:38] softly, gently. And uh what happens is

[07:40] over time you start getting leads or

[07:43] like the leads that you previously

[07:45] communicated with will start contacting

[07:47] you and closing. And what I found is

[07:49] it's amazing. That's why I said 75 80

[07:50] emails per day is all I send. And I get

[07:52] all the clients that I need. I mean, I'm

[07:54] not even really actively trying to grow

[07:56] my local marketing agency right now this

[07:58] year because I'm going to focus on my

[07:59] white label services, but I'm still

[08:01] closing clients. I closed one earlier

[08:02] this week. I got a sales call scheduled

[08:04] for Monday. And again, from previous

[08:06] messages, they're just in the nurture

[08:08] sequence. So, it works really well. Uh,

[08:10] this is the macro process, basically a

[08:12] high level view of it. We send cold

[08:14] email to verify company details. Um,

[08:16] again, as I mentioned before, guys, I

[08:17] always uh omit the website specifically

[08:20] because we want them to reply. That's

[08:22] all we're looking for is a reply. Um, we

[08:24] use a uh sentiment analysis and uh in

[08:28] instantly, excuse me. And so when it is

[08:31] a neutral or positive reply, then it

[08:33] will send a web hook and pipe the the

[08:35] contact into high level. And then high

[08:37] level takes over with the automations,

[08:39] but instantly you can do all that now.

[08:41] It has a CRM. So high level is actually

[08:43] not even needed for this. Um, unless

[08:45] you're using it for your own CRM anyway.

[08:47] Okay. Once we get a positive, sorry, go

[08:49] ahead say something. Forgive me, I

[08:52] thought I heard someone answer a

[08:53] question. Uh, positive reply adds

[08:54] contact to the AIdriven free call

[08:56] nurture automation, email, SMS, and

[08:58] voice. Um, both inbound and outbound

[09:00] voice. So, if the prospect calls during

[09:02] any of those sequences, the AI takes

[09:04] over. Um, we also have outbound voice.

[09:06] If they don't respond to email and SMS,

[09:08] then we we the AI will do outbound calls

[09:10] to try to extract additional information

[09:12] from that contact as we are optimizing

[09:15] their listing. That makes sense. So, uh,

[09:18] you know, when they first respond with a

[09:20] positive reply, we have an acknowledge

[09:22] an acknowledgement to that reply. Then

[09:24] we we follow up about seven minutes

[09:26] later with a [laughter] a text message

[09:28] and an email. And then if they don't

[09:30] reply to either of those, again, an

[09:31] outbound call goes out. It asks for

[09:33] permission to text for additional

[09:35] information when optimizing listing.

[09:36] Essentially once that first reply comes

[09:39] in, we acknowledge it and seven minutes

[09:41] later another you know set of uh

[09:43] messages goes out email and SMS that

[09:46] says like hey by the way since we're

[09:48] going to be working on your listing over

[09:49] the next day or so if we have additional

[09:51] questions would would it be okay if we

[09:52] text you? Is this the appropriate

[09:54] number? And so that again we're asking

[09:55] permission to continue to contact them

[09:57] and they give it to us. Okay, most of

[10:00] the time. Um, then then we follow up

[10:03] later that same day, we have another

[10:05] kind of set of messages that go out

[10:06] again, SMS, email, and if they don't

[10:09] respond to those, voice, and it's asked

[10:10] for service area radius. Again, I work

[10:12] with tree service companies, so uh

[10:14] they're all service area businesses. So,

[10:15] we always service or sales territory is.

[10:18] And then they again, they just reply

[10:20] back with like, you know, 10 miles, 25

[10:22] miles, whatever it is. And that

[10:24] automatically then adds them into the uh

[10:26] it creates what I'm going to show you

[10:28] guys is the problem agitate solution

[10:30] sequence that we use because when we

[10:32] start to once we have all the

[10:34] information from the client and the

[10:36] listing has then been published by my

[10:38] one of my team members it's now ready

[10:40] for review. Now we publish it but when

[10:43] we contact them we say listen we've got

[10:44] your listing ready for review. We want

[10:46] on a quick call with you to confirm all

[10:48] the information make sure everything's

[10:49] accurate before we promote it. That's

[10:51] what we say. And so once all that's

[10:53] done, you see how we we we continue kind

[10:56] of warming the prospect through just

[10:58] communication without asking them for

[11:00] anything. We're not trying to pitch them

[11:01] anything yet. And so once the listing is

[11:05] ready, again, then it goes into that

[11:06] sequence where then we we try to book

[11:08] the call with them for what we call the

[11:10] listing delivery call. And sometimes we

[11:12] get some resistance from that. So we've

[11:13] got some automations in there that I'll

[11:15] show you on how we can get them to book

[11:16] the call as well. Okay. And so that's a

[11:19] lot of that comes back to that service

[11:20] area radius uh question. All right. So

[11:23] when we get on the review uh the listing

[11:25] delivery call, we review and deliver the

[11:27] listing and then we transition to the

[11:28] PAS presentation, problem manage

[11:30] solution presentation. Um and it works

[11:32] really well for closing tree

[11:34] contractors. Uh it would likely work for

[11:36] pretty much any other type of service

[11:38] area business as well. And by the way, I

[11:40] do niche specific stuff like my agency

[11:42] just works for free contractors, but

[11:44] this could work with a local like a

[11:46] local business directory. Like in other

[11:48] words, a particular city or region if

[11:49] that makes sense. It doesn't have to be

[11:51] industry specific. That's just how I

[11:53] prefer to operate an agency, but it

[11:54] could be done on a local marketing level

[11:56] too. If somebody's just trying to

[11:57] collect clients from a particular city,

[11:58] you can do it this way as well, right?

[12:00] [snorts] Um, so closer, close the sale

[12:02] or move to a post call nurture

[12:04] automation. Again, I don't push any of

[12:05] the prospects on the call. off, they're

[12:07] ready to check out, I'll send them the

[12:08] checkout link. But most of the time, I

[12:10] just very very gently just say, "Listen,

[12:11] I'm going to send you continue sending

[12:13] you some additional messaging about this

[12:16] uh about what we talked about on today's

[12:18] call. Then when you're ready, we'll be

[12:19] here." And I always tell them, just book

[12:20] a quick call with me. Got any follow-up

[12:22] questions before you pull the trigger on

[12:24] anything? By all means, just book a call

[12:25] with me. I try to be very open and

[12:27] available to prospects because, again,

[12:29] trying to develop that relationship.

[12:31] That's where most of these guys get

[12:32] burnt like these tree guys especially

[12:34] but a lot of local clients they you know

[12:35] they don't have proper communication

[12:37] with their vendors their uh you know SEO

[12:40] or marketing agency and so I think

[12:42] keeping at least initially that con that

[12:44] communication open when being very

[12:46] available helps to build that trust and

[12:48] earn that trust so that we can then

[12:50] close the sale that's clear. So uh again

[12:54] once we get off the call I just put them

[12:56] into a post ner if they haven't checked

[12:57] out which most of them do not on the

[12:59] call and then we have emails socials etc

[13:01] where we you know continue targeting

[13:04] them sending them messages and things

[13:05] like that but we do it very kind of uh

[13:07] conservatively we're not real aggressive

[13:09] about it okay um if you also if your

[13:11] target industry is on LinkedIn hey reach

[13:13] with instantly integration is great um

[13:16] because it fully you know you can

[13:17] there's so many awesome automations you

[13:18] can use with hey reach for LinkedIn now

[13:21] tree service contractors aren't active

[13:22] on LinkedIn. So, it doesn't work well

[13:23] for that. Uh, but a lot of industries

[13:25] that have active, you know, the the

[13:28] business owners are active on LinkedIn.

[13:30] That's also really good way to continue

[13:32] kind of a post call nurture messaging

[13:35] sequence. Okay. Okay. So, here's the

[13:37] example guys of the pre-all nurture. So,

[13:40] this is this is the automation once they

[13:42] get the cold email reply. So in other

[13:44] words, when they reply to the cold email

[13:46] asking to us them to confirm their

[13:48] information or to correct any inaccurate

[13:50] information, this is what happens when

[13:53] they reply. So it pushes the uh and

[13:56] instantly the way that my setup is and

[13:58] instantly it's positive or neutral

[13:59] reply. It creates a a contact through

[14:02] web hook in uh high level, excuse me,

[14:05] creates the opportunity card, puts them

[14:06] in the automation and here it is. So it

[14:08] says thanks for adding in this case the

[14:10] urban arborist directory to treeare or

[14:12] arborist excuse me the urban arborist to

[14:13] the treeare hq directory now and then

[14:16] here's the question about the service

[14:17] area radius. Okay so we do this via text

[14:19] it also goes out you can see via email

[14:22] as well and that was the client or the

[14:24] prospect's response. Okay so and we get

[14:27] that a lot and they always tree guys

[14:28] always have these massive service areas

[14:31] which is nuts because their DVPs never

[14:32] ran for that. Um, but it says, you know,

[14:35] then we acknowledge the reply and then

[14:37] we, you know, basically just say,

[14:38] "Thanks. We got it. Okay, we're going to

[14:40] be working on your listing. We're going

[14:41] to send it to you for review when it's

[14:43] ready." That's basically what we say.

[14:44] Okay. So, there's the listing delivery

[14:46] message after. Now, usually about 24

[14:48] hours later, the um all my VA does is

[14:51] once she publishes the listing, she just

[14:53] adds a tag and contact uh you know, in

[14:56] high level the contact record listing

[14:57] ready like listing ready. Boom. and

[14:59] added it to the automation sequence for

[15:01] to book the uh schedule the listing

[15:03] delivery call. So there's the first uh

[15:06] email that goes out. We also do that via

[15:09] SMS and then as I mentioned before if

[15:10] they don't respond to either email or

[15:12] SMS then they go into a queue for

[15:14] outbound AI voice. So they get calls

[15:16] from that. So, they'll get two calls, I

[15:18] believe, six hours apart, um, the

[15:20] following day if they don't respond to

[15:22] the emails and the SMSs, and then

[15:23] they'll get another two calls the

[15:25] following day until they either DND us

[15:28] or tell us to f off or whatever, in

[15:29] which case we we just don't contact them

[15:31] again. Okay? Um, but that's it. So, we

[15:34] ask them, so you know, the the next

[15:36] question is then, well, why would

[15:37] somebody want to book a call with you to

[15:38] look at their directory? Okay? And so,

[15:40] if you understand what I'm showing you,

[15:41] see what I'm showing you here is this.

[15:44] These are kind of the the the the

[15:46] typical situations. Some prospects are

[15:49] going to just book the call immediately.

[15:51] Um some of them are going to ask

[15:52] questions. And so they're going to say,

[15:53] well, why do I need to book a call?

[15:54] Here's an example. Why do I need a call?

[15:56] Just send a listing for me to review.

[15:58] And so then I go there's some if else

[16:00] conditions, you know, in a workflow and

[16:01] uh high level that says, you know, hey,

[16:03] thanks for following up. We prefer to

[16:05] review your new company listing with the

[16:07] business owner before we promote them on

[16:08] our directory to make sure everything is

[16:10] accurate and you're happy with how it

[16:11] looks. So I say also we identified some

[16:14] problems. Here's the problem. Agitate

[16:15] solution is where we introduce that.

[16:16] Okay. We identified some problems that

[16:18] are preventing you from getting jobs in

[16:20] your service area and would like to

[16:21] review it with you. Please select the

[16:22] time on account. Okay. Well, they're

[16:24] either going to book the call or they're

[16:26] going to follow up with another

[16:27] question. What problems? Or some

[16:30] iteration of that, right? And so it

[16:31] says, Trey, you told us that you want to

[16:33] get jobs within this 50 mile service

[16:34] area radius. And so we send them a link

[16:37] to that because that's what they again

[16:39] that's why we asked for that service

[16:40] area radius earlier. So that's just a

[16:41] short link in the high level contact

[16:43] record. Again, it's all automated. So

[16:44] boom, there's the short link and it

[16:46] says, but here's where. So what we send

[16:48] that to them and in two minutes later or

[16:50] a minute later, whatever it is, 90

[16:51] seconds later, whatever it is, it sends

[16:53] out the next one. It says, here's where

[16:54] Google says that your jobs are actually

[16:55] coming from. Boom.

[16:58] Only the areas in green. And a lot of

[17:00] the times you Yeah, there might be a

[17:01] speck of green in the middle of a sea of

[17:03] red. And I'm like, okay, this is what we

[17:05] want to talk about. Let's get on a call.

[17:07] You know what I mean? And so this works

[17:09] well because then most of the time we

[17:11] will then get a booked call once they

[17:13] see that and sometimes we don't. And so

[17:15] then they just go into again a kind of

[17:17] longer term follow-up sequence to try to

[17:18] get to the booked call. But that's it.

[17:20] And that's what I said like you know

[17:22] once we get on the call I I I'm 100%

[17:25] transparent about my intentions right

[17:26] off the right out of the gate. So first

[17:28] thing I say to them is like we're going

[17:30] to accomplish two things on this call.

[17:31] Number one is we're going to review your

[17:32] directory listing. Make sure

[17:33] everything's accurate. You're happy

[17:34] about it. We can make any changes right

[17:36] here on the spot. I'm so I'm just logged

[17:38] in. We're currently use WordPress, but

[17:40] we're getting away from that very

[17:41] quickly. I promise. I'm g show you guys

[17:43] something in a moment. Um, but then I

[17:45] say once we once we are, you know, this

[17:47] should take five to 10 minutes. And then

[17:48] I say and once you're happy with that,

[17:50] then I'm going to introduce the, you

[17:51] know, go over the problems that I

[17:53] mentioned in the if it depends on what

[17:54] the messaging sequence was. If they

[17:56] booked the call up front, they're

[17:57] unaware of it. Um, if they've seen the

[17:59] PAS sequence, then they're aware of it.

[18:01] So then I'll just depending on, you

[18:02] know, how they came into that call, I

[18:05] will structure my uh call it that way to

[18:08] kind of promote whatever it is that I

[18:10] they're either aware of or aren't aren't

[18:11] aware of yet, if that makes sense. So um

[18:13] but it's quite it's it works well

[18:15] because I always ask them, "Does it make

[18:17] sense? Should we continue the call?" You

[18:18] know, and they always say, "Yeah, let's

[18:19] go." You know, and so we spend five to

[18:21] 10 minutes talking about their listing

[18:22] and then I go right in and I start to

[18:24] present to them the issues that we've

[18:25] identified. By then I usually have

[18:26] Bright Local reports pulled up. So, we

[18:28] do organic rank tracking, local search

[18:30] tracking, citation tracking. So, we have

[18:32] all that data when I'm on the call with

[18:33] them. I just have those reports open and

[18:35] I just talk through the stuff and I show

[18:36] them examples of other clients that I've

[18:38] worked on, stuff like that, and just

[18:39] answer their questions. And, you know,

[18:41] like I always say, I don't do anything.

[18:42] I don't try to push them at all. If

[18:44] they're ready, then I'm actually send

[18:46] them a checkout link for whatever it is

[18:47] that they're ready for, but most of the

[18:49] time they're not. They say, "Oh, well, I

[18:50] need to think about it's fine. I'm going

[18:51] to send you some emails, some follow-ups

[18:53] about this with additional information.

[18:55] And when you're ready, feel free to book

[18:57] a call with me again or just sign, you

[18:58] know, check out, whatever. Okay. So,

[19:01] here's the text stack guide that I use.

[19:02] Um, I use Google Workspace accounts for

[19:04] email only. Um, for my white label

[19:07] agency, we also I have a company that

[19:09] actually manages the cold email for that

[19:11] and they they also use Outlook uh emails

[19:13] as well, but I just get a Google

[19:14] Workspace retreat contractors and it

[19:16] works um instantly uh as my email code

[19:18] emailing application. trying to do that

[19:20] through high level. Um, and I did for

[19:22] quite some time, but the inboxing, even

[19:24] with Workspace SMTP, just does not work

[19:26] nearly as well when it goes through high

[19:28] level. I have no idea why. It just

[19:29] doesn't work. Um, but instantly I've

[19:31] got, like I said, I've got domains in

[19:32] there. I've been sending gold emails for

[19:34] four years on and haven't burnt yet. No

[19:36] kidding. It's still inboxing health of

[19:38] those domains are 98 99%. It's nuts. And

[19:40] sometimes if a if the kind of health of

[19:43] a domain goes down below like 95% then I

[19:46] will take it out of rotation and leave

[19:48] it in the warm-up system until the

[19:49] reputation comes back up and then I just

[19:51] plug it right back into the system and

[19:52] it works again. And so uh instantly is

[19:54] outstanding for that. Um I use out

[19:56] scraper for scraping contacts but you

[19:59] know you can use any of them. Another

[20:00] good one right now that I started

[20:02] testing which is called browse AI.

[20:03] That's that's a good one too. I like

[20:05] that. Um out scraper has a lifetime deal

[20:07] on Absumo today still. I just check well

[20:10] two days ago I checked it was there uh

[20:12] which is good. It's like $129 a flat fee

[20:14] but you get $30 a month in credits. They

[20:16] don't roll over but you get $30 a month

[20:18] in scraping credits. So it's great

[20:19] because like I like I said I usually

[20:21] scrape maybe a state or two at a time

[20:23] and we go through a cleaning and

[20:25] filtering process of the list and then

[20:27] load that in instantly. And that's

[20:28] that's you know so about once a month

[20:30] maybe once every six weeks we'll go in

[20:32] and run another scrape job. So $30 a

[20:34] month is plenty and that's that lifetime

[20:36] deal we'll give you that. Uh the CRM,

[20:40] like I said, I use a high level as my

[20:42] CRM, but that's just because, you know,

[20:44] it was my CRM before all the AI stuff.

[20:46] Now, I've done a look at I've looked at

[20:48] a couple of other more salesoriented CRM

[20:50] that aren't, you know, complete

[20:51] marketing automation tools like High

[20:53] Level is. Um Adio, I'm sure some of you

[20:56] guys have heard of Adio. Another one's

[20:57] called Break Cold. I've looked at Break

[20:59] Cold. Um if I wasn't so kind of married

[21:02] to High Level right now, I would

[21:03] probably use a different CRM. Instantly

[21:05] has a CRM now as well. So I think if you

[21:09] can reduce the number of tools it's

[21:11] better. You know what I mean? So if you

[21:12] don't need high level then uh for your

[21:14] CRM if you can get away with just using

[21:16] instantly it's probably better. Um for

[21:18] directory I currently use and have been

[21:20] since I started this WP geo directory.

[21:22] Um geo directory I I can't stand

[21:24] WordPress guys. I absolutely hate

[21:26] WordPress. And so I've been wanting to

[21:28] get away every time I log into my

[21:30] directory site or any WordPress site for

[21:31] that matter. It makes me sick because

[21:33] there's all the goddamn, you know,

[21:35] updates and everything else. It drives

[21:36] me nuts. And so, um, a friend of mine,

[21:39] Jeremy Nolleman from Press Advantage,

[21:41] uh, you know, he I asked him a couple of

[21:44] months ago now. I said, "Look, man, I

[21:45] want to replace WPG directory." So, and

[21:48] I was asking him if he could build me a

[21:50] directory site builder that ran on HTML

[21:53] basically, uh, created HTML pages and

[21:55] everything so we get rid of all the

[21:56] bloat and all the hassle that we have

[21:57] with WordPress. And he built a whole

[21:59] application called sites.co. Um, you can

[22:02] see, and here's let me give you a little

[22:04] evolution on this. So, directory

[22:05] forge.com is originally what he built as

[22:08] a new directory builder. Now, it's it's

[22:10] not I don't even have access to it yet,

[22:12] okay? But it's in development right now.

[22:13] You can go look at directory forge.com.

[22:15] And that's Jeremy's answer to replacing

[22:18] WPO directory. And by the way, guys, the

[22:19] directory platform doesn't matter. You

[22:21] can use any of them that you like, okay?

[22:23] Brilliant directories, whatever. It

[22:24] doesn't matter. That's just a tool,

[22:25] right? Um, but Jeremy built directory

[22:28] forge and then from that kind of spawned

[22:31] a couple of additional ideas. Number

[22:32] one, one of our front-end services at

[22:34] Treeare HQ is we do what we call no lead

[22:36] generation sites. They're just simple

[22:38] lead genen sites that we build for the

[22:39] client. Uh most Tree Center service

[22:41] contractors have shitty sites or no

[22:43] sites. Um and so I typically and I don't

[22:45] work on other people's sites. It's a

[22:46] policy of mine. If you're going to be a

[22:47] client of mine, either we build the site

[22:49] or we don't touch the site like we we'll

[22:51] send you instructions for your web

[22:52] master to optimize the site, but we're

[22:54] not touching other people's work. I just

[22:55] don't do it. And so, uh, I either sell

[22:58] them one of my sites or we work with

[22:59] whatever they got if they have a web

[23:01] master or we just don't work with them

[23:02] at all. Okay. Um, but so anyways, local

[23:05] lead generation sites is one of the

[23:06] front-end services that we offer. And

[23:08] uh, so I asked Jeremy then also if he

[23:10] could create a site builder on the same

[23:12] platform, right? And uh, which is HTML

[23:15] pages, very quick, lean uh, code so they

[23:18] load incredibly fast. And so he

[23:20] developed a site builder, a local local

[23:22] site builder that's part of the direct

[23:24] reforge like you know site builder that

[23:26] he built and then also um a blogging

[23:29] platform now because as my for my white

[23:30] label services I get questions all the

[23:32] time from link building clients if we

[23:34] can do content marketing for them. We

[23:35] don't do that. We do link building and

[23:37] so uh uh but you know you get enough

[23:39] people asking that can you do this for

[23:41] me? Can you eventually say yeah I'm

[23:42] turning money away all the time. You

[23:44] know what I mean? So the other thing

[23:45] that we're going to be doing is now

[23:47] offering soon once this is available for

[23:49] me um content marketing services where

[23:52] we'll have the client map a subdomain

[23:54] over to like blogdomain whatever it is

[23:56] and it will manage the content marketing

[23:58] and distribution on a blog subdomain of

[24:00] the client's site so we don't touch the

[24:02] site go ahead one thing I'm helping is

[24:06] in the finally baseball circuit that

[24:08] they're putting in some new teams and

[24:10] they're actually they've never actually

[24:12] leveraged the domain authority whatever

[24:15] they have nationality and sports plus

[24:18] local government chamber of they have a

[24:20] combination of both national local and

[24:22] they don't even realize from the SEO and

[24:24] genetic potential that they're usually

[24:26] in the top 20 [clears throat] most

[24:27] powerful sites in any of their local

[24:29] markets

[24:30] they were open finally to testing one

[24:32] market on your team to bring in new

[24:34] sponsors to do something like this where

[24:36] we say we build 300 business categories

[24:39] but be in that market but under the team

[24:42] so you know the the Dallas.com

[24:47] local business or directory. How would

[24:49] you append it with just adding a

[24:50] subdomain? They're currently on

[24:52] WordPress. Is that still better at that

[24:53] point this geo directory and build it on

[24:56] so you keep the domain authority like

[24:58] like the subdomain option you were

[25:01] talking about?

[25:02] Well, what I mean for the subdomain

[25:04] option that I was talking about is like

[25:05] for my link building clients because we

[25:07] don't touch their clients, but my my

[25:08] link building clients are SEO

[25:10] professionals that have clients, right?

[25:12] And so we don't touch their sites. Uh

[25:14] we'll do on page optimization, analysis,

[25:16] audits, recommendations, etc. We won't

[25:18] touch the sites. Okay.

[25:19] And so, but if they want us to do

[25:21] content marketing, we we we got two

[25:24] options. We can either well three

[25:25] options. We can either publish content

[25:27] on their site, which we'd have to have

[25:28] access to their blog and all that. Don't

[25:30] want that. We don't want that. Number

[25:31] two, we can do publish externally on

[25:33] branded assets, etc. So, web twos, G

[25:36] sites, things like that, which we do a

[25:37] lot of. Um or a blog on a subdomain. So

[25:40] that any other content publishing and

[25:41] distribution we do by the way part of

[25:43] the reason I do that is because it

[25:44] doesn't compete then with content from

[25:45] the root domain. Remember Google treats

[25:47] those as two separate sites. So there's

[25:48] no competing page issues uh

[25:50] cannibalization etc. Does that make

[25:52] sense? I think most because you know say

[25:54] for example I think the market is down

[25:56] south Bont

[25:58] so if you had something like commercial

[26:00] roofers or something like that if

[26:01] someone typed in commercial roofers

[26:02] Bulma it's quite possible that that the

[26:04] team's website forward could rank number

[26:07] one at least in the organic AI is TVA so

[26:11] I was just curious but at that point I

[26:13] may make some notes if I ask

[26:15] yeah sure no worries thank you very much

[26:16] yeah so science form guys anyways I'm

[26:18] not here to promote anything guys it's

[26:20] but it is if anybody's interested and

[26:21] you get on a waiting list sites.co is

[26:24] what he rebranded directory forge now

[26:25] that it has the two additional kind of

[26:27] site builders in. Again, I don't even

[26:29] have access to it yet, but I'm excited

[26:30] about it. So, I just wanted to bring

[26:31] that up because I'm not I'm not here to

[26:33] promote any certain kind of a directory.

[26:34] I don't care. It doesn't matter. The

[26:36] directory is just a tool to initiate a

[26:39] conversation. That's it. Right now, by

[26:41] the way, for my directory or my clients,

[26:43] whenever they become a paid client, like

[26:44] I don't sell paid listings on the

[26:46] directory, but if they become a paying

[26:48] client at any level whatsoever, then we

[26:50] use their directory listing to optimize

[26:52] further. We'll add schema, add the map.

[26:54] We also a lot of their link building

[26:56] budget will go to my directory like

[26:57] their directory page. So, I'm actually

[26:59] using their money to build up my assets

[27:01] on their behalf to benefit them as well,

[27:03] but it also benefits me. So, the

[27:05] directory doesn't matter. It's just a

[27:07] it's just a mechanism or tool. Okay. Um

[27:09] but there's plenty of others out there

[27:10] as well. Uh the process again I I say

[27:13] select an industry because that's that's

[27:14] the way I prefer to do is industry

[27:16] specific um agency work instead of you

[27:18] know uh just working as a generalist. So

[27:21] I prefer to do it that way but you can

[27:22] do it at a local level if that's you

[27:24] know your thing. Uh set up G Workspace

[27:26] accounts. Add accounts to instantly for

[27:28] warming. Scrape contacts. Clean and

[27:29] verify the contact list which can be

[27:31] done on the scrape. It can also be done

[27:32] on import. Like you don't have to use

[27:34] external uh email verification services

[27:36] at all anymore. Um, you can, but you

[27:38] don't have to. Add the instantly

[27:40] campaign, push contact replies in the

[27:41] CRM, unless you're using instantly for

[27:43] the CRM, in which case it will already

[27:44] be there. And then you nurture the

[27:46] prospect until the book call. So, um,

[27:50] here's the kind of one step by step,

[27:52] guys. I'm just going to go through.

[27:53] These are all in the presentations that

[27:54] I make available or whatever for

[27:56] everybody. Um, those are actual SOPs.

[27:58] Uh, that's on Flowster. Flaster is the

[28:00] SOP application that I use. You do need

[28:02] a paid Flowster account to access those,

[28:04] but you can get a paid account for, I

[28:06] think, $14 a month. Go ahead.

[28:07] One question about the the labels when

[28:10] you you just create data.

[28:12] I mean, I built a couple directories and

[28:16] I get obsessed like how many labels you

[28:18] have manage, right? Yeah. Phone number.

[28:21] I want more rich content, you know, like

[28:23] adding more images. Sometimes I even

[28:26] create a Python script to add more

[28:28] images like go to shirt stuff, add more

[28:31] images, created I don't know just for

[28:33] feeling, right? A lot. Well, when we

[28:35] when we do the like initially when you

[28:37] create the directory, I recommend that

[28:38] you only add a few dozen directory

[28:42] listings. These are unoptimized listings

[28:44] that I mean you can with you know chat

[28:46] or whatever you can do even sheets

[28:47] integration you can make unique business

[28:49] descriptions everything super easy but I

[28:51] only recommend adding a few dozen

[28:53] listings to the directory as an initial

[28:55] kind of seed set of listings because we

[28:58] want our directory to stay high quality.

[29:00] So, we only add contacts to the

[29:02] directory if they reply to cold email.

[29:04] See what I'm saying? Now, don't get me

[29:05] wrong. When I first started, I uploaded,

[29:07] you know, thousands of tree contractors,

[29:09] but over the years, I've learned to just

[29:10] go delete all them because it help it

[29:12] hurts with indexing. If you've got a

[29:13] bunch of unoptimized listings on the

[29:15] site, the the directory site's not going

[29:16] to index well. So what we do is we only

[29:19] we only add the p or publish a listing

[29:21] or add a company to the directory if

[29:23] they respond positively to cold email in

[29:26] which case my I have a VA that goes and

[29:28] literally just opens up you know Google

[29:30] and does a brand search and just pulls

[29:32] out all the relevant information that

[29:34] they need and we haven't automated that

[29:36] part of it yet but I've got a a team

[29:38] member that does really well on it. So,

[29:40] okay. And so, anyways, it, you know, we

[29:42] get all the information from their

[29:44] website, their GBP, Facebook. A lot of

[29:46] tree guys are on Facebook, but that's

[29:47] about the only one. Um, so that's where

[29:49] we get most of the information. Okay.

[29:52] But anyways, those SOPs guys will be

[29:54] fully available for for you. So, uh,

[29:56] check it out. But basically, select an

[29:58] industry. There's an SOP. I go very very

[30:00] thoroughly into, you know, how to select

[30:02] a particular industry if you're going to

[30:04] go that route. Um, I think it's

[30:05] important to kind of vet the industry.

[30:07] make sure that it's uh uh you know

[30:09] viable for this sort of a service. So

[30:11] it's a very very detailed SOP on that

[30:13] create brand. Um I typically recommend

[30:16] you start with at least three domains.

[30:18] One you know one for the directory and

[30:20] then like for for example treehq.com is

[30:22] the directory site that I use but I've

[30:25] got treehqmail.com

[30:27] treehqmail.net treehmail.org

[30:30] you know what I mean? So just go out and

[30:31] buy a handful of additional branded

[30:32] domains for the directory brand. I

[30:35] people have asked me before, well, you

[30:36] know, should I use my agency domain? No,

[30:39] no, no. Because you don't want to say

[30:40] marketing or SEO or anything in that.

[30:41] And my signature line in all the cold

[30:44] emails says tech specialist at Triare

[30:46] HQ. It doesn't say SEO, doesn't say

[30:48] marketer, it says tech specialist. I'm

[30:50] contacting them as a support tech with

[30:52] the directory just to confirm their

[30:54] information, right? That's basically

[30:56] what how I approach it anyways. Um, so

[30:58] then we have the email set up. Again,

[30:59] that's workspace accounts with adding it

[31:01] to instantly. That's the tool that I

[31:02] use. So, um, very easy setup. Uh,

[31:05] contact list, scrape contacts, excuse

[31:08] me, uh, scrape contacts, cleaning

[31:09] format, verify emails. Again, that can

[31:11] all be done on both the scrape and

[31:13] scrape your contacts.

[31:14] Uh, those I use out scraper. That's what

[31:16] I

[31:16] And I also mentioned browser AI is a

[31:18] pretty good one, too. That's that's a

[31:20] nice one.

[31:21] Cold email prospecting, that's the

[31:23] sequencing, setting up the campaigns,

[31:25] adding the list, etc., and then starting

[31:27] the sequence. Uh, that's a three-day

[31:29] cold email sequence. Uh, we actually use

[31:31] a fiveday code email sequence. So, it's

[31:33] it's one every other day for 10 days.

[31:35] And guys, just I'm sure you all heard

[31:37] it. You know, we get the highest

[31:38] response rate on email four and five,

[31:40] just to be clear. Okay.

[31:43] Uh, got questions or need help. Um,

[31:45] Humpday Hangouts, guys, we've been doing

[31:46] that for over 11 years on Wednesday. Um,

[31:48] over 11 years. So, if anybody ever has

[31:51] any questions about anything like this

[31:52] whatsoever, come check us out Hangouts

[31:54] on Wednesdays at 4 PM YouTube Savannah

[31:57] Mastery um channel. And uh we're happy

[31:59] to answer any questions or you could

[32:01] always book a a call with me. So any

[32:03] questions guys?

[32:05] Wow. Um

[32:07] more questions.

[32:09] Oh yeah, I got question.

[32:11] Where uh where's the other?

[32:13] Oh here

[32:16] and then repeat the question

[32:19] for the for the people online.

[32:21] Okay.

[32:24] You had the question Dory or

[32:26] Yeah. Uh, do you ever do email blasts

[32:28] and if so, what do you use?

[32:30] What do you mean email blast?

[32:31] Big email blast like to your whole list?

[32:34] Yeah. Well, I so I have a newsletter. We

[32:37] just switched to beehive and I've got

[32:39] somebody in house now, but I was using a

[32:40] company called the newsletter pro. They

[32:42] they managed it and everything for three

[32:44] years both for semantic langare hq every

[32:46] other week, every two weeks. Um, we just

[32:49] switched over to beehive. So that's what

[32:50] I use as kind of a newsletter.

[32:52] So once once they get

[32:53] email out beehive does that. Okay. Yeah.

[32:56] Yeah. So, we use emails as our broadcast

[32:59] email system.

[32:59] What's your open rate on those?

[33:01] Um, I don't know because we just

[33:02] switched this month. Okay. Just switched

[33:03] this month. So,

[33:06] but by the way, the newsletter works

[33:07] great, too. I mean, like every other

[33:08] week I get tree guys that will contact

[33:10] me and they say, "Well, I've been

[33:12] getting your newsletter for a year and a

[33:14] half and finally decided to reach out."

[33:16] So, that's why I said you just you set

[33:17] this in motion, guys, and you just let

[33:19] it run. And then in six months from now,

[33:21] you're going to have deals start popping

[33:23] just like that. And it's not from

[33:24] anything. It's not from hard sales

[33:26] closing tactics or none of that. It's

[33:27] not high pressure, nothing. I don't do

[33:29] that to my tree guys. It turns them off.

[33:31] They'll cuss you out in a heartbeat, you

[33:33] know. And so I I I very gently pull them

[33:36] to to me by just staying in

[33:38] communication and trying to offer

[33:40] something of value.

[33:41] So what do you use as a conversation

[33:43] starter when sending out leads for your

[33:45] link building?

[33:46] Uh now it's, you know, question type

[33:48] quick question types emails. Do you are

[33:50] you looking to take on more SEO clients?

[33:52] And you know, now we use a lot of the AI

[33:54] SEO angles in our pitch.

[33:57] So, and uh that's that's a really

[33:59] popular thing. If you talk about AI SEO

[34:01] with any SEO agency, most SEO agency

[34:03] guys, I'm sure you know, don't know what

[34:05] the hell they're doing. Okay? As a white

[34:06] label service provider, I see the

[34:09] shittiest work you can ever imagine on a

[34:11] regular and daily basis. And uh these

[34:13] the we were talking about this the other

[34:15] day. I think agencies should be ashamed

[34:16] of themselves being out there selling

[34:18] the shitty SEO work that they're

[34:20] selling. Um it's it literally is

[34:22] unethical in my opinion. So

[34:23] agree 100% guys. That's why I commend

[34:27] all of y'all. I'm very proud that y'all

[34:29] taking steps always continuously to try

[34:31] to be better because I'm always doing

[34:33] the same. I'm forever learning too,

[34:35] right? But the unethical part like

[34:37] taking someone's money and not being

[34:39] able to deliver. [clears throat] Just

[34:41] think about if it was your mother or

[34:42] your father or your aunt, you know, like

[34:44] that's all your grandmother. That's

[34:45] that's what I always tell people. Like

[34:47] you got a question, Charles?

[34:48] Yeah. Uh you mentioned um looking up

[34:50] industries, finding a growing a growing

[34:53] industry. Are there certain data points

[34:54] you're looking for to determine that

[34:56] this industry is growing certain places?

[34:59] Google trends, Google trends, the

[35:00] easiest thing in the world. Just go and

[35:02] just look at category level terms. Um

[35:05] category level terms like again local

[35:07] focusing.

[35:08] Oh, I'm sorry. We asked the question.

[35:11] I'm sorry. Um I just want to know the

[35:14] data points for determining if an

[35:15] industry is growing.

[35:16] Okay. Yeah. So, I use Google Trends.

[35:18] Like I said, it's super easy. I just go

[35:19] look at the Google business category

[35:21] terms like, you know, that's broad

[35:24] terms, right? So, I always just look at

[35:25] that and see is it is the and set the

[35:27] time frame to five years, the last five

[35:29] years. And all you want to see is either

[35:31] steady evergreen demand or increasing

[35:34] demand. If you see it declining, don't

[35:35] go after that. Just looking at simple

[35:37] SEO.

[35:38] And quick tip on that with Google

[35:40] Trends, right? Make sure you put enough

[35:42] of a time period on it because I'm

[35:44] telling you, I manipulate Google Trends.

[35:47] all the time. Like I I

[35:50] can't do it too short of a time. You're

[35:51] not gonna get realistic data.

[35:54] One of I don't know if you guys have

[35:56] seen like Bradley has goes really deeper

[35:59] in Google Trends. I recommend to reach

[36:01] out to him because I've learned a lot a

[36:03] lot. It looks like a simple tool but you

[36:06] can get a lot of data.

[36:09] What a gem. [laughter]

[36:11] And one question here is for when you

[36:14] have a directory you used to get

[36:16] traction by itself because it's like

[36:19] you're you're getting long tail keywords

[36:22] right but do you apart from that some

[36:25] link building to your your homepage or I

[36:28] mean like

[36:28] for the directory?

[36:29] Yeah. Yeah. I mean initially of course

[36:31] uh now I I you know I don't do any

[36:33] intentional link building to the

[36:34] directory other than through the client

[36:37] listings. Like in other words, if I have

[36:38] a client, we do link building to their

[36:40] listing as part of their retainer

[36:42] package, their link building services.

[36:44] So my directory gets list links from

[36:46] from client listings. But that's that's

[36:48] basically it. And you know, there was a

[36:50] period of time where I ranked number one

[36:51] for tree care or tree uh uh tree service

[36:55] directory. I ranked number one to number

[36:57] three for like two and a half years and

[36:58] I got a lot of leads from that. But it

[37:00] doesn't even matter whether it ranks or

[37:02] not. It it's like on page three for now

[37:04] for some reason. I don't even care. It

[37:05] doesn't matter. That's not the point.

[37:07] The point is to initiate the

[37:08] conversation and that's all it's for.

[37:09] You know what I mean? So,

[37:12] do you uh sort of strategically

[37:15] think about the seasonality of your

[37:17] industry and when you're sending this

[37:19] out outreach so it catches them at the

[37:20] right moment?

[37:21] Yeah. And what's it's it's funny. It's a

[37:23] great question by the way because it's

[37:24] tree service is very seasonal. Uh so in

[37:26] the winter months we'll stick to the

[37:28] south southern climate where it's less

[37:30] seasonal change or uh you know the

[37:34] industry is affected less in the south

[37:36] and in the warmer climates. Um but I've

[37:39] also experimented with that a lot.

[37:41] What's crazy is, you know, in the winter

[37:43] time, treat in the industry that I'm in,

[37:45] you know, I'll land a client in the

[37:46] spring and they'll be a client all the

[37:48] way until November, December. And in

[37:51] November, December, they always want to

[37:52] pause their SEO services because it's

[37:55] the winter time and it slows down. So,

[37:57] well, we'll be back in the spring.

[37:58] Problem is, if you do the SEO good

[38:00] enough in the spring, they don't need

[38:02] to. they oftentimes don't have to come

[38:04] back [laughter] and so I've got a lot of

[38:06] turn in my agency and I try to and if

[38:08] they do come back by the way we somebody

[38:10] was saying this the other day the

[38:11] comeback rate is higher

[38:12] yeah it's always higher he was paying

[38:15] five now you're paying 10 uh we got two

[38:18] questions online I'm come back to Pete

[38:20] quick and something just hit me from

[38:21] what Charles asks um a nice way I like

[38:24] to do niche research what I want to get

[38:26] into is go look at what VC is starting

[38:28] they always been buying out certain

[38:30] industries right roofing A drag. Uh you

[38:34] could look it up. I don't want to talk

[38:35] too much, but that's also a good way to

[38:37] look into where you want to set a

[38:39] directory because if BC is investing,

[38:42] it's [clears throat] for a reason.

[38:43] They're doing that market research. Let

[38:45] them spend the money.

[38:47] Do you try to in those off season those

[38:49] people that see like, hey, it's

[38:51] December, let's pause. Do you have like

[38:53] a lower level service? And do you ever

[38:55] try to build that into your initial

[38:56] thing that like, hey, this is how we

[38:58] work is in December we dial it down to

[39:00] X. That's a good good option. I hadn't

[39:03] even thought about doing that. Uh we

[39:05] typically would just try to keep them on

[39:07] reviews, the reviews plan, you know, uh

[39:10] we just do that through high level

[39:11] anyways. It's 99 bucks a month is our

[39:13] bill for that for just reviews

[39:14] management. Uh we try to keep them on

[39:16] that because that, you know, that has

[39:18] the biggest influence on GBP performance

[39:20] right now. As long as your on page is

[39:22] good, then you know reviews and activity

[39:24] engagement signals are the most

[39:25] important thing. So

[39:26] if you if you send them reports in the

[39:27] offse, it might just look Yeah. and like

[39:30] back up.

[39:32] Or if you're charging for reporting, you

[39:33] know, like you keep them at a little bit

[39:35] of a level.

[39:35] That's right.

[39:36] There's two ways you could do this, too,

[39:38] right? Uh

[39:40] maintenance. All right. So, you can

[39:41] charge a client, hey, look, it's going

[39:42] to cost this amount to get you there.

[39:44] Once I get you there, it's going to cost

[39:46] you this amount to keep you there,

[39:48] right?

[39:48] I call it maintenance mode, right? And

[39:50] pay me more upfront. Instead of paying

[39:52] me 2500 a month for three months for me

[39:54] to do what I really need to do, the

[39:56] first month is 7,500. Bro, let's get to

[39:58] it. It's your work that needs to be

[40:00] done, not mine. Now, if it's seasonal,

[40:02] because I do some season seasonal stuff

[40:04] rev share wise, then it's, hey, look,

[40:07] this is what I want during this part of

[40:09] the season, and then I know it's hard

[40:10] for you to eat during this part, so we

[40:12] going to tame that [ __ ] down, right?

[40:15] Swing like a mini max, 10% when it's

[40:18] cold, 20 55% whatever it is. So, those

[40:20] are two options. You could do the

[40:22] maintenance mode or seasonal mode.

[40:23] Build it in.

[40:24] Build it in from the start, which gains

[40:26] trust. Because if you go to a guy,

[40:28] right, and you're like, "Yo, bro, look,

[40:29] I work with this [ __ ] all the time. I

[40:31] know how it is. We January, so we gonna

[40:34] do it." Me and my bang bang. Look at the

[40:37] proof, the case studies. Of course,

[40:38] they're going to say yes because you're

[40:39] not the marketer trying to beat them in

[40:41] the [ __ ] head, right? There's there's

[40:43] two things. I can either make money off

[40:45] of you or I could make money with you.

[40:49] And when you tell a business owner, I

[40:51] want to make money with you and this is

[40:54] all I bring to the table and I

[40:56] understand your industry

[40:58] with this. H [laughter] and I've been

[41:00] wanting to do this for so long, but when

[41:02] you first started it, the GHL,

[41:05] bro, he's been doing this FOR AND I

[41:07] PROMISE YOU I'mma get on this [ __ ] and

[41:09] I'mma help it. I'mma make it easy for

[41:11] all of y'all because remember that's

[41:12] part of what I said I was gonna do. So

[41:14] very excited. Uh did you you had a

[41:17] question, sir? Let me let me just one

[41:19] more thing I want to add to what you

[41:20] asked specifically about seasonality. Uh

[41:22] what I found was really interesting is

[41:24] tree guys during the winter because it

[41:26] is slow they're not really receptive to

[41:29] additional marketing services until

[41:32] right about the start of the spring

[41:33] season starts to come in and then

[41:34] they're frantic about like and so I've

[41:37] learned that's an actually really good

[41:38] way to target the tree guys or on a

[41:40] conversation with them because we're

[41:41] still prospecting through all the winter

[41:43] months too. And so when we get them on a

[41:44] call, I tell them like, "Look, yeah, I

[41:46] understand. Right now it's middle of

[41:47] January. You probably don't got a lot of

[41:48] work, but March and April are coming.

[41:51] You know what I mean? And you got to get

[41:52] started because if you wait until the

[41:54] busy season to start, you won't get the

[41:57] performance that you need until the end

[41:59] of the season, you know, or sometime in

[42:01] the middle of the busy season. So I

[42:02] always try to convince them like just

[42:04] you know make it make it logical for

[42:06] them like hey we need get give us at

[42:08] least 30 days six weeks prior to the

[42:11] start of the business season so we can

[42:12] kind of get a jump start on this for you

[42:14] and then that typically is they're like

[42:15] okay yeah that makes sense you know and

[42:17] that's why again I always guys I always

[42:19] pitch one of my frontend low offer

[42:20] services we got local lead generation

[42:22] sites we charge $99 a month for that so

[42:24] if they if they just need a site we'll

[42:26] do that for them uh uh the Google

[42:28] business basic SEO which is just

[42:30] optimizing the listing publishing Google

[42:32] business post for them and yes power

[42:34] listings that's all I do for that it's

[42:35] $99 a month and then we have the lead

[42:37] gen excuse me um sol what I call shaking

[42:40] the bushes so if you shake a bush shake

[42:41] the bushes money falls out that's the

[42:43] list reactivation and review

[42:44] solicitation campaign again that's $99 a

[42:47] month and if they I also have a AI

[42:49] answering service so that's $1.99 a

[42:52] month and 15 cents per minute usage and

[42:54] so on the call I've got front-end offers

[42:56] that likely they're going to need one of

[42:58] those if not a combination of them but

[43:00] if they're not ready to pull the trigger

[43:02] on multiple services at one time or a

[43:04] full-on you know retainerbased package

[43:06] that includes everything then I always

[43:08] lead with reviews and because again with

[43:11] reviews I can if they have a contact

[43:13] list a customer list within 30 days I

[43:15] can show most of the time performance

[43:18] gains in the GBP and I don't tell them

[43:19] that that's not what I pitch on the re

[43:21] about the review service the review

[43:23] service is we're going to help you

[43:24] generate more reviews and then as an

[43:26] unintended consequence right when

[43:28] whenever their GBP kind of blossoms

[43:30] because we do a high velocity review

[43:32] campaign, then I use that as an upsell

[43:35] point because then I show them, hey, by

[43:37] the way, we you see your reviews and

[43:39] they're like, yeah, this looks great.

[43:40] And I say, well, let me show you what

[43:42] else happened. And then I show them the

[43:43] local search grid report that is now a

[43:45] hell of a lot more green than there used

[43:46] to be. And I say, you understand this is

[43:48] because of the review velocity, but we

[43:50] can't keep this pace up because we were

[43:52] contacting. So, if you want this to

[43:54] stick, we've got to optimize your

[43:56] listing better. we got to have a better

[43:58] site or optimize better site, you know,

[44:00] all that kind of stuff. So, we use that

[44:01] kind of performance gain from the $99 a

[44:04] month service to then upsell them to

[44:06] higher level retainer packages. That's

[44:08] clear.

[44:11] Yeah.

[44:12] Okay.

[44:14] Well, I really wasn't going to ask a

[44:16] question. I was just because this is

[44:18] really kind of like we're not supposed

[44:20] to be pitching. I'm pitching for this.

[44:22] Okay. I I've been through this for this

[44:25] course. won this. He, you know, like

[44:28] just what he just said. Did you realize

[44:31] how much [ __ ] he just gave everybody in

[44:34] just that little big answer, you need to

[44:36] get on one of these calls with him and

[44:38] you need to get

[44:38] Well, thanks, man.

[44:39] Find out more. Go into it deeper and get

[44:42] the real info. So, there you go. Thank

[44:45] you, man.

[44:46] Your checks in the mail.

[44:49] [laughter]

[44:50] Two quick questions. the uh you said you

[44:53] were doing the link building to build

[44:55] links to your own asset while you're

[44:57] simultaneously helping them. Do you do

[44:58] that for each individual listing you do

[45:01] external links building into so like I I

[45:03] just pulled up I haven't even checked

[45:04] the back links I I saw a great name here

[45:06] in Dallas for arborist Leatherface.

[45:09] So pretty cool. So, I haven't even

[45:10] looked at the URL, but do you build

[45:12] links to those deeper pages or more to

[45:14] like just the arborist category or just

[45:16] or back to your your root domain to

[45:17] build up the brand authority for HQ?

[45:20] Uh, for from Street HQ? Yeah.

[45:22] Yeah. Again, I did link building for

[45:23] about a year and a half to it

[45:24] intentionally and like like just to try

[45:27] to boost the overall metrics of the

[45:28] domain and everything else. And then,

[45:30] you know, last two years, three years or

[45:31] whatever, we just build links to client

[45:33] listings. That's it.

[45:34] So, so if I check other or whatever

[45:36] would have a a listing,

[45:38] right? And if I in in my white label

[45:39] services too for link building if if

[45:42] it's if one of my clients has tree

[45:44] service landscaping or excavator clients

[45:46] and if you look at my director we also

[45:48] have landscaping and excavators as

[45:49] categories but it's not it's only

[45:51] because some tree guys also have those

[45:53] as additional business categories. Um

[45:55] but we really just focus on tree guys u

[45:58] tree services. Uh so anyways uh the

[46:00] directory site um you know we'll we'll

[46:03] build links to the directory site

[46:05] through the listings for clients and

[46:07] then also for semantic links clients if

[46:09] it's a landscaper excavator for tree

[46:12] service contractor we also use that as

[46:14] another citation point if that makes

[46:16] sense and then build some tier 2 links

[46:18] to that as well.

[46:19] Got it. The other question I was Thank

[46:20] you because that that helps because I

[46:22] was gonna ask

[46:23] on that I'll when I schedule a call I'll

[46:25] go in just questions regional local

[46:28] directories as well. So say Dallas Fort

[46:29] Worth about

[46:31] I I I didn't realize I forgot I bought

[46:33] it one night you just angry by some

[46:34] domains. Okay. Yeah [laughter] we might

[46:36] have that once

[46:37] might have had some alcohol

[46:40] [clears throat]

[46:41] buying Dallas Fort Worth crypto.com so

[46:44] local business directory like that. So

[46:46] let's say at best 1% of local businesses

[46:48] and might even be less right now would

[46:50] accept it. Have you seen that work yet

[46:52] for currency based motivated purchases

[46:54] as a justification for a local

[46:56] directory? Did you do exactly?

[46:57] I haven't seen that but it sounds it's a

[46:59] great idea. Why not?

[47:00] Okay. I just I don't know if there any

[47:01] best practices for something because

[47:03] it's it's a regional and it's multi-

[47:05] niche [clears throat] but so it it it's

[47:07] going wide and deep and then but it's

[47:09] narrowed by the modification of the

[47:12] purchased desire by the customer using

[47:14] some form of currency.

[47:16] Thank you. Yeah.

[47:17] Yeah.

[47:18] I think that's especially in the age of

[47:20] AI people are especially in the age of

[47:23] AI people are going to be asking those

[47:25] questions to the AIS and if you're the

[47:27] only one answering that

[47:29] Yeah. That's true. Yeah,

[47:30] that's family like those like the close

[47:32] rates on those are going to be

[47:33] fantastic.

[47:39] Uh we have a question from Peter. Can

[47:42] you use subdomains as separate domains

[47:44] for cold email instead of

[47:50] unique domain domains? Are they treated

[47:52] differently?

[47:53] I don't know because I use workspace

[47:54] emails and it's always be a root domain,

[47:57] not subdomain. I don't know if anybody

[47:58] else can answer that,

[48:00] Brian.

[48:01] Yes.

[48:01] Yes, you can. Okay.

[48:03] Works no different than

[48:06] Hold on, Kait. Hold on though because

[48:08] the guy the question was from online.

[48:09] So, you can you can create a subdomain

[48:11] email on a workspace. No kidding.

[48:14] Well, so workspace is a little bit

[48:16] different because you have to have a

[48:17] separate subscription for that. But if

[48:19] you're using something like a pop three

[48:21] email, anything like that, you can

[48:23] create as many subdomains as you want.

[48:25] No different than if you have like a

[48:26] subdomain on your uh just regular, you

[48:30] know, primary domain. You could create,

[48:32] you know, dubdubdub, you know, leads,

[48:36] you know, right online. That you do the

[48:38] same thing with emails. So, one other

[48:40] thing that I I will echo too is that,

[48:42] you know, if anyone isn't following you,

[48:45] I I would definitely echo your your

[48:47] statement as well. Like

[48:49] I got uh you know I I've been following

[48:52] Bradley for years and as far as like I

[48:55] mean as far as like this kind of stuff

[48:58] it works and it's foundational to a lot

[49:01] of the kind of stuff that we do.

[49:02] Yeah. Absolutely. Look, I mean the

[49:04] biggest thing, guys, you know, we've

[49:05] been coaching local SEO, like a lot of

[49:08] entry- level people to be honest with

[49:09] you, for for years. And uh the biggest

[49:11] issue that we hear on my onboarding

[49:13] calls for my mastermind community, I

[49:14] always give 30 minutes one-on-one call

[49:16] with the the new the new member. And

[49:18] it's just that get to know them, right?

[49:19] And um and to find out about their

[49:21] businesses, their challenges, etc. And

[49:22] the most common thing that I hear, the

[49:24] two most common things I hear is lack of

[49:26] ability to get clients. Number two is

[49:28] lack of confidence in producing results.

[49:29] Those are the two biggest issues that I

[49:31] hear the most often. And so, uh, you

[49:34] know, this is specifically addressing

[49:35] the lack of clients. I mean, it's just

[49:38] such a good way to do it. I'm not

[49:39] getting like even my goal for 2026 is

[49:42] not to continue growing through J HQ.

[49:43] I'm not going to shut it down, but I

[49:46] want to focus on my white label

[49:47] services, but and yet I'm still closing

[49:49] new tree clients because I just got this

[49:51] pipeline that's just full of leads,

[49:52] right? And they're just I'm not going to

[49:53] turn it down, you know what I mean? So,

[49:55] of course, and it's systematized. So,

[49:58] managing tree guys quite easy for me. uh

[50:00] because we got you know we've been doing

[50:01] it for so long. So

[50:03] um Bernard is asking what are the

[50:05] benefits of using Google Workspace and

[50:08] what does your first cold call letter

[50:11] talk about?

[50:12] Well again it's just it's a it's five

[50:14] emails uh go out every other day across

[50:16] 10 days that are basically and instantly

[50:18] you set up spin tax and all that which

[50:20] makes increase deliverability a bit. So

[50:21] they just it's it's the same email. Same

[50:24] email just multiple variations just

[50:26] saying hey you know what is your uh we

[50:28] are trying to confirm or verify your

[50:30] company contact information for your

[50:32] listing on the tree HQ directory. Here's

[50:34] what we have. Is this accurate? If not

[50:36] reply back provide any corrections or

[50:38] any missing data. And again we

[50:39] intentionally leave the website field

[50:41] blank every time. Okay. And we get

[50:43] almost

[50:45] probably half of our replies are are

[50:47] just to give us the website which now

[50:48] that's positive reply. Okay. um as far

[50:51] as why do we use workspace because from

[50:53] my testing that has the highest

[50:55] deliverability in inboxing if it's a

[50:56] healthy domain and so getting back to

[50:58] the other question where he was asking

[50:59] about subdomains I just mentioned on you

[51:01] know previously the top of the call or

[51:03] uh my session here that we've got

[51:05] domains that I've been using for four

[51:07] years no kidding cold email and they're

[51:09] still inboxing no problems occasionally

[51:11] that that so you don't need many I've

[51:13] got about maybe eight cold sending

[51:15] domains that I use and I just cycle

[51:17] through them I'll select four at a time

[51:19] for each campaign aign and so I'll have

[51:21] two campaigns running simultaneously and

[51:23] then I have a handful of domains too

[51:25] always in backup in the warm-up system

[51:27] that are not being used other than just

[51:28] in warming so that in case one burns

[51:30] I've got one to replace it with and when

[51:32] I say burn all it does is when I see my

[51:34] health score drop and instantly b down

[51:37] below 96% when it gets to 95 that's when

[51:40] I take it out of rotation and just leave

[51:42] it in warm-up and over the course of the

[51:43] next four to six weeks it's usually

[51:45] ticks back up to 99%

[51:47] So,

[51:49] any other questions?

[51:53] Don't make me walk all the way back

[51:55] there. I got you. I got you.

[52:02] So, I know you focus on the tree

[52:04] trimming industry for your agency.

[52:07] Do you have a lot of times where you'll

[52:09] ever have clients have an address versus

[52:12] a service area? Because you mentioned

[52:13] they're all service areas. or do you

[52:15] ever change it to an address to increase

[52:16] rankings? I know we talked a little

[52:18] about the other day, but I mean some of

[52:19] the clients we talked to that we

[52:21] recommend putting an address. They're

[52:22] worried about being suspended in that

[52:24] industry.

[52:25] Yeah, we'd love to hear your feedback on

[52:26] that.

[52:27] Great question. And so, yeah, all tree

[52:29] service companies are service area

[52:31] businesses, but it doesn't mean their

[52:32] GBP is treated as such, right? We if you

[52:35] publish a street address, I mean, like I

[52:36] always tell my tree service contractors

[52:38] and I talk in their language, right? I'm

[52:41] a former electrical contractor, so I can

[52:43] I can hold my own with tree guys, you

[52:46] know what I mean? And so I always tell

[52:47] guys, it's like, look, if you got if you

[52:48] unpublish your street address, it's like

[52:50] going into a fight with one arm tie

[52:51] behind your back. And tree guys

[52:53] understand that. You know what I mean?

[52:54] They're like, "Oh, I know that sucks." I

[52:55] said, "Well, then look, I recommend you

[52:57] publish your street address, but there's

[52:59] always the danger of reverification or

[53:02] suspension occurring." So, I always tell

[53:04] them, "It's a roll of the dice, man."

[53:06] But as long as if you got a proper uh

[53:08] you know if you're actually operating a

[53:10] business from that location whether it's

[53:12] a home or not it doesn't matter and we

[53:13] can ver validate it. It's very likely

[53:15] we're going to be okay. You might have

[53:17] to go through a period of reverification

[53:18] or whatever but it's very likely. But I

[53:20] always tell them it's up to you

[53:21] ultimately because we can do it without

[53:23] the publishing address but it's going to

[53:24] be a lot more difficult and it's going

[53:26] to take longer. It won't perform as

[53:28] well. And so I let them make the

[53:29] decision because that's fully it's fully

[53:31] on them if they if we do it and it

[53:33] suspends it but they were aware of it.

[53:35] That's why I'm very transparent about

[53:37] that upfront, but I do encourage them to

[53:39] publish a street address when possible.

[53:40] Thanks everybody. [applause]




============================================================
SEO Rockstars 2026: Day 2 - Brian Kato
Video: https://www.youtube.com/watch?v=rAsaQ04dSPQ
============================================================

[00:04] How's it going everyone? Yeah, thanks

[00:05] thanks for having me here. We're going

[00:07] to talk a little bit about GSC. How many

[00:09] of you guys are really tapping into GSC?

[00:12] Are you in it on the daily like

[00:15] interesting? Okay,

[00:17] this is one of the tools hands down I

[00:19] have killed probably 90% of my tech

[00:23] stack. I said [ __ ] it. I torched it,

[00:25] burned it to the ground, and like all I

[00:28] need is Google Search Console. Now,

[00:30] what's interesting here, let's talk a

[00:32] little bit about what this presentation

[00:33] is, what it is not. Right? So, uh, one

[00:36] of the things with here we go. Um, one

[00:39] of the things with what this is, sorry,

[00:43] do that. There we go. Sweet.

[00:47] A little bit about what it is and what

[00:48] it's not. So, one of the things that

[00:51] this is, it's all about systems

[00:53] thinking. It's understanding patterns,

[00:54] pattern recognition. That's really all

[00:56] Google is. Is when you can start to

[00:58] identify a pattern, when you can start

[01:00] to see those patterns like a where's

[01:02] Wald or magic eye kind of a thing.

[01:04] Things become very clear. It's probably

[01:06] one of the most beautiful and difficult

[01:08] things when you're looking at big data

[01:09] in spreadsheets, right? You're looking

[01:11] at all this data and how can you parse

[01:13] that? How can we get it to a usable

[01:15] format? So, what we're going to talk a

[01:17] little bit about is um we're going to

[01:19] talk about systems thinking, pattern

[01:20] detection, directional inference, and

[01:23] what this isn't is we're not saying that

[01:25] correlation equals cause. Just because

[01:27] we see something doesn't mean this is

[01:29] the de facto way that it is. So, with

[01:32] that said, why would we use GSC? Number

[01:35] one, a lot of our current SEO tools, a

[01:37] lot of the stuff that we have relied on,

[01:39] be it HRES, Semrush, all this other

[01:41] stuff are turning to complete [ __ ] when

[01:45] it comes to AI search because how do you

[01:48] measure it? What are you actually doing?

[01:50] And fundamentally, I think a lot of this

[01:52] goes back to again intent behind the

[01:55] intent. Marty Marian kind of style,

[01:57] right? Understanding visibility, how how

[01:59] your end user thinks, how they feel.

[02:03] Check out Jim's tool, right? It's it's

[02:05] the exact same thing. We want to get

[02:06] inside the psychology of what makes this

[02:10] end user tick. What's going to make them

[02:12] click through? What's going to make them

[02:13] buy my [ __ ] Become a lifelong customer.

[02:16] All of that. So, one of the things with

[02:19] AI queries is that we have seen growth

[02:21] in that. I've heard arguments both for

[02:23] and against it that hey SEO is not gonna

[02:27] SEO isn't dead in spite of what some

[02:29] people say and that AI is gonna you know

[02:32] be belly up soon too whatever I think

[02:35] that no matter how you look at this we

[02:37] need to be poised and prepared

[02:40] to understand if the market turns one

[02:42] way great if it turns the other way and

[02:45] completely different than what we expect

[02:48] who the [ __ ] cares great we can adapt,

[02:52] we can shift, we can pivot. So, it's

[02:54] behavioral shift. And I think that that

[02:56] fundamentally beyond just keyword

[02:59] keyword volume or keyword difficulty or

[03:02] all of these other things or even

[03:04] topical mapping, I think it goes beyond

[03:06] that. And I think we're at the beginning

[03:08] stages of understanding

[03:10] what it is that people are actually

[03:12] feeling, what's going to make them want

[03:13] to move forward with your business. So,

[03:16] the core problem is that AI search

[03:18] behavior isn't really labeled, or is it?

[03:23] AI is not segmented,

[03:26] or is it?

[03:28] And then most SEOs are blind to the kind

[03:30] of change that's actually going on. So,

[03:32] one of the things that we like to do is

[03:34] using regular expressions or reax. Um,

[03:38] are any of you familiar with Reax? How

[03:39] many of you guys Okay, few few hands in

[03:42] here. Sweet. So one of the things that

[03:43] we can do with rejax is it's at a very

[03:46] basic level kind of like what we used to

[03:48] use a spin tax where we say this word

[03:50] this word this word this word and this

[03:52] word filter everything that has that or

[03:55] omit particular words or pick things out

[03:58] of the middle of a sentence or out of

[04:00] the middle of a string or structure. And

[04:02] that's really what we're trying to do

[04:04] with Google Search Console data. What's

[04:06] great, and I I wish Search Console would

[04:09] adjust the way that their their

[04:10] formatting is, but I always thought it

[04:12] was weird that we have clicks, then we

[04:14] have impressions, and like that's kind

[04:15] of asked backwards to me. Why wouldn't

[04:17] you have impressions, then this is how

[04:19] many people click through on it, then

[04:22] look at the click-through rate, you

[04:24] know, and all that, but Google does

[04:27] weird [ __ ] I don't think that surprises

[04:28] any of us, right? The considerations

[04:32] when you're using Reax in particular

[04:34] with Google Search Console is that you

[04:36] need to use what's called RE2 or Reax 2.

[04:39] If you try and do other things like back

[04:41] patterns, um more advanced stuff that

[04:44] would typically work in like Python or

[04:47] other kinds of Reax tools, it's going to

[04:49] [ __ ] up and it's not going to work. So,

[04:52] if you are doing this, you need to add

[04:54] in RE2 formatting for Google Search

[04:58] Console. Very, very important.

[05:00] Otherwise, you're going to be super

[05:01] frustrated, right? But it's easy to over

[05:03] undermatch on stuff. So again, we want

[05:06] to make sure that we're clustering

[05:07] things correctly, that we're actually

[05:09] identifying what is the user intent

[05:10] behind this. We've got some sampling

[05:12] grouping and I'll show you some really

[05:15] interesting things we can do with this.

[05:17] There are limitations within Google

[05:19] Search Console. Unfortunately, they give

[05:21] you a kind of a sample set. There's ways

[05:23] around that in particular with Sheets,

[05:25] which we'll get into. And then also

[05:28] combining sheets with Looker Studio if

[05:30] you're using big thing uh things like

[05:31] BigQuery or larger data sets. Um I know

[05:36] Jose and Dan Curts these guys like big

[05:40] data sets Charles too big data sets

[05:43] right

[05:44] and totally sexy with big data. I like

[05:48] nerding out on that. Right. Lots of data

[05:50] so much. Um but that's what we need to

[05:53] look at. So when we're looking at an

[05:54] analytical implications, what I'm

[05:56] looking at is overall trend. Kind of

[05:59] seeing what the data says and then

[06:00] building a story off of that. I think

[06:03] especially when it comes to reporting or

[06:05] reporting to clients or even reporting

[06:08] internally with our team, if we're not

[06:10] actually looking at what that story

[06:12] says, we can infer a lot of things that

[06:15] may or may not necessarily be correct.

[06:18] So

[06:20] what we want to look at is a lot of

[06:21] people are doing longer phrasing. It's a

[06:24] declarative tone. It's an instructional

[06:26] kinds of thing. And this is specifically

[06:28] because of the way that people search

[06:29] when it comes to AI.

[06:32] And one of the things here, this will be

[06:34] kind of the only software kind of, you

[06:37] know, shout out that I'm going to give

[06:38] in the presentation because again, I've

[06:40] I've killed like probably 90% of my tech

[06:42] sack. SEO gets. If you haven't heard of

[06:45] this software, I highly, highly

[06:47] recommend it. There's a few reasons why.

[06:49] Um, number one, you have filters. And as

[06:53] you can see right here,

[06:57] they have some predefined filters. PAAA

[06:59] is longtail keywords. But then we can

[07:02] also save our filters. The biggest

[07:05] benefit to that with this particular

[07:07] software

[07:09] is that I can look at all of my Google

[07:11] search console and I can actually

[07:13] identify I can set that reax reax

[07:15] expression and look at it globally

[07:19] across all of my sites as opposed to

[07:22] just a single oneoff.

[07:27] And this is actually filtered out

[07:28] specifically for AI based terms. So

[07:32] absolutely beautiful. So, I highly

[07:34] recommend that tool. At any rate, player

[07:36] one, let's get ready. Right. AI mode

[07:38] snitching. This is really, really fun. I

[07:41] highly recommend to to do this when it

[07:44] comes to GSC stuff. This is actually a

[07:47] marriage counseling uh client that I

[07:49] worked with.

[07:51] This is straight from AI mode. So if we

[07:54] read this, the problem with saying

[07:56] something hurtful during the a heated

[07:59] conflict is you can damage your

[08:00] relationships because a you have to let

[08:03] the other person speak. B you won't win

[08:06] the argument. C you can't take back what

[08:08] you said. D you shouldn't try to

[08:10] convince people. Please select the best

[08:12] answer from these choices.

[08:15] This is straight from AI search.

[08:19] Or we can get super spicy with stuff. If

[08:23] you can't read this,

[08:25] here it is. Clearly, I can see that

[08:28] either someone has fat fingered this,

[08:30] mistyped it, or whatever. But

[08:34] why does my husband still reach out to

[08:36] his previous affair partner? I'm a

[08:38] Christian woman. He says that I'm not

[08:40] sure what she's saying here, but he

[08:41] doesn't have to walk with Jesus, yet we

[08:43] don't find affairs in counseling. We've

[08:45] tried it. Blah blah blah blah blah. He's

[08:48] made strides, and my heart breaks. I'm

[08:51] committed to staying with him fully

[08:52] through this. I am concerned.

[08:56] Excited and concerned. Like it's a mixed

[08:59] bag right here. Right.

[09:00] So this is crazy. Like like I understand

[09:05] what y'all seeing, right? Like the query

[09:08] that came in the referral right into the

[09:11] GSC. That's not a keyword, bro.

[09:14] That's not even a paa, right? What it

[09:16] is, it's a it's a user on a [ __ ]

[09:19] journey. Sounds like she might want a

[09:20] private eye. That's what I got out of

[09:21] it.

[09:27] This is from Google Search Console.

[09:31] When you apply certain reax filters, you

[09:33] uncover this.

[09:36] It's crazy. Player two, let's get ready.

[09:38] Right. This is a plumbing contractor.

[09:41] Best toilet best toilet cleaners is the

[09:43] actual page that is serving this. And so

[09:46] also, if you aren't familiar with this,

[09:48] in Google Search Console, you can define

[09:50] the page and then see all of the queries

[09:53] and keywords that that page potentially

[09:55] ranks for or has appeared in Google

[09:57] search for. This one here. I'm an

[09:59] affluent, financially secure millennial

[10:01] in a large ethnically diverse household

[10:03] with kids, pets, and I show a strong

[10:06] preference for name brand cleaning

[10:07] products with advanced features,

[10:09] demonstrating the highest usage of

[10:11] specialized disinfectants, and maintain

[10:13] a generally positive but cautious

[10:16] attitude towards cleaning, balancing

[10:18] efficiency with safety concerns. Can you

[10:20] recommend some manual toilet bowl

[10:23] cleaner brands that have that are the

[10:26] best for deep cleaning tips for each

[10:28] brand? Give me the pros, the cons, and

[10:31] the context of deep cleaning.

[10:34] This is not [ __ ] you're going to find

[10:36] anywhere in Href, Semrush, any of this

[10:40] kind of stuff for queries. This tells me

[10:42] what the buyer is thinking when they're

[10:45] thinking it.

[10:48] Yeah,

[10:50] exactly. I'm a younger millennial or Gen

[10:52] Z consuming large household thing. And

[10:54] so we can get into this, right? We can

[10:57] see in bullet one over here. Bullet two.

[11:00] We can filter by page. See all the

[11:02] queries you're recognized for. You can

[11:04] use the the SEO secret tool. How many of

[11:06] you guys know what that is? F option F.

[11:10] It's the one tool I'm surprised no SEO

[11:12] [ __ ] talks about. If it's not on the

[11:15] page, you're going to get tested for it

[11:17] in Google, but it's going to be really

[11:19] tough for you to rank. Easiest thing to

[11:21] do, controlF, see if it's on the page.

[11:23] If it's not there, [ __ ] put it on the

[11:24] page, and you will rank for it. It's

[11:26] surprising. Oh my god. Smok and mirrors,

[11:29] blackbox, crazy [ __ ] If you talk about

[11:33] it, if you mention it, it increases your

[11:36] chance of ranking for it. It's amazing,

[11:38] right?

[11:39] And so you can also add these things to

[11:41] your FAQ. If you want to talk hidden

[11:43] fields, if you want to talk the LLMS

[11:45] text file, any of this stuff, you can

[11:47] take all of these queries. If it's not

[11:49] on your page, [ __ ] put it on your

[11:50] page,

[11:52] request Google to crawl it, take a look

[11:54] at it, and watch what happens to your

[11:56] rankings. I think you'll be pleasantly

[11:57] surprised,

[11:59] right? Not difficult at all for this.

[12:03] All right, so let's talk a little bit

[12:05] about the boss battle.

[12:07] Google Search Console. Again, you are

[12:10] limited within GSC. I'm not crazy about

[12:13] the format, hence why I like SEO gets.

[12:16] It's a little nicer format, cleaner

[12:17] interface, all that.

[12:20] When you're doing Google Search Console,

[12:22] open up Looker Studio, connect your GSC

[12:26] account.

[12:28] When you add data to your report, and

[12:30] you're just creating a sample report,

[12:32] stupid simple here, right? These are all

[12:33] free tools. I highly recommend that.

[12:35] kill 90% of your tech stack to save

[12:38] money. Go on a vacation with your

[12:39] family. What we're going to do is we'll

[12:41] go Looker Studio. We're going to connect

[12:43] your account. And then what we're going

[12:45] to do is we're going to look at URL

[12:47] impressions. Right

[12:50] over here, we're going to go into URL

[12:52] impressions and we're going to connect

[12:54] web. This is different. A lot of people

[12:57] when they're connecting GSC, they're

[12:59] going to go website or site impression.

[13:01] I don't want that. I want to see the

[13:03] individual URL impressions. Okay,

[13:08] we're going to open this up. And the

[13:10] very next things that you guys need to

[13:11] look at here, we'll go right here.

[13:14] Query, landing page. Those are your

[13:16] dimensions. The metrics we're looking at

[13:18] are impressions, URL clicks, and average

[13:21] position.

[13:23] That's what we're looking at. Yeah.

[13:25] I think you have a laser pointer. Oh,

[13:26] okay.

[13:29] Yeah.

[13:30] at the top.

[13:32] I think

[13:37] I'm not seeing at any rate. You guys can

[13:39] take a look at that. But what you're

[13:41] going to do is you're going to filter by

[13:42] those dimensions. What's great about

[13:43] that is now you have a pivot table where

[13:45] you can start parsing this. You can

[13:47] start analyzing the data as you need and

[13:50] you're going to get a much more uh

[13:52] robust kind of look back window for

[13:54] this. So stupid simple to do that. the

[13:57] three dots up in the corner underneath

[14:00] select data range. You're going to click

[14:01] those three dots. It'll allow you to

[14:03] either export as a CSV, Excel file or a

[14:06] Google sheet. I love those. And all

[14:09] three options are perfectly acceptable.

[14:11] You can do all of them. Um whether you

[14:14] want depending on what your use case is,

[14:16] right? Do we want to play with Google

[14:17] Sheets? Do we want to take that data

[14:19] embedded into our website? What do we

[14:21] want to do? Right? So becomes very easy

[14:25] for us to kind of manipulate that data.

[14:28] All right.

[14:31] Maybe cheat codes.

[14:34] How

[14:36] right?

[14:39] Okay. So let's talk a little bit about

[14:41] reax and sheets. Slightly different than

[14:45] what we need to do for Google search

[14:48] console. However, what we can do is we

[14:50] can classify, clean, do this text at

[14:53] scale. If you know me, we're we're going

[14:55] to take it into sheets and then we can

[14:57] go ahead and we can manipulate the data,

[14:59] do all kinds of crazy stuff with that.

[15:02] Um, create anchor text within that.

[15:04] There's a lot of really fun things that

[15:05] we can do.

[15:07] But what we want to look at here, um,

[15:09] and you you'll there's access to one of

[15:12] the, uh, documents that actually has

[15:14] this. You can copy paste it in here.

[15:17] This is a classification reax. So this

[15:19] is kind of what it looks like, right? A

[15:21] lot of code, a lot of craziness. The

[15:23] best part is you really don't need to

[15:24] know it. That's why we have chat GPT.

[15:26] That's why we have claude. Just say I'm

[15:28] looking for a reax that does this,

[15:32] right? It'll spit out the code, validate

[15:34] it, you know, go through just make sure

[15:36] it works. But you'll be able to start

[15:38] filtering this. So this particular one,

[15:40] you can kind of see it a little bit on

[15:42] the side there. What I have is I

[15:44] imported the Google search console data

[15:47] into Google Sheets. Then I ran this if

[15:50] reject match of A2 which is my keyword

[15:53] back on the other side here matches any

[15:56] of this near me open now best top

[15:59] reviews and or it has local contract or

[16:02] it if it has any of those then I want

[16:04] you to list it as local commercial.

[16:08] If it doesn't contain any of that list

[16:10] it is other. So you can set up multiple

[16:13] reaxes. You can nest these things if

[16:15] you're if you get familiar with uh with

[16:18] uh sheet coding expressions, things like

[16:20] that. Or again, chat GPT. That's the

[16:23] beautiful part about this is you can go

[16:24] in, you can modify this code, you can

[16:27] set it up with chat GPT, and you don't

[16:29] need to be a [ __ ] Excel wizard with

[16:32] stuff. This makes it super simple.

[16:34] Right,

[16:35] Brian? Have you tried Gemini Sheets

[16:37] because it has some native integration?

[16:38] It does. it doesn't quite do as good of

[16:41] a job on the code side of things. You

[16:43] would think that it would be like a

[16:44] onetoone and you're just like, "Yeah,

[16:46] this is great." Gemini for some reason

[16:48] doesn't do as great of a job with the

[16:50] reax expressions even in Google Sheets.

[16:53] I didn't mess around.

[16:56] Yeah,

[16:58] just it kind of farts out. Yeah.

[17:02] Like I'll know the advanced formula, but

[17:06] I can't even do it.

[17:08] My my go-to are either chat GPT or

[17:10] claude like either one of those you'll

[17:12] get the it'll get the reax just fine. It

[17:14] it does all this. This is a filter one.

[17:16] So this is a live view. What you can do

[17:18] is you can set your reax max match and

[17:20] then depend on depending on what you

[17:22] want to do with that best. So the B is a

[17:25] break and it's saying disregard whether

[17:27] whether or not it's capitalized, non-

[17:29] capitalized, any of that. But what

[17:30] you're going to do is you're going to

[17:31] look for best, right? I'm looking for

[17:33] intent right here. I'm looking for best,

[17:36] cheap, inexpensive,

[17:38] uh, you know, if you're doing reputation

[17:40] management, scam, reviews, things like

[17:43] that. This will parse all of that data.

[17:45] It dynamically creates it into that

[17:48] column G or wherever you're going to put

[17:49] this, and then it returns the actual

[17:53] page that is being served in Google. One

[17:55] thing I would also mention when it comes

[17:56] to Google Search Console, something you

[17:58] definitely definitely want to be looking

[18:00] at is turn off all of the other

[18:02] parameters except for ranking. What I'm

[18:06] looking for specifically there is I want

[18:08] to see if something pops in and pops out

[18:11] and pops in and pops out. Typically,

[18:14] what that tells me is that the page is

[18:15] doesn't have enough trust or it's not

[18:17] recognized by Google. So, it's going to

[18:20] pop in at position one. And you'll see

[18:22] this a lot of people be like, "Oh, well,

[18:24] if we rank number one for this really

[18:25] broad keyword like plumbing

[18:29] and you did one time at one point during

[18:32] one day, Google served you. You were you

[18:35] ranked number one and it said, "Fuck

[18:38] you. You're not worth it." No, not going

[18:40] to happen. And it drops you out of

[18:42] search. And then you'll see this and it

[18:44] pops up and then it drops out of search.

[18:46] We never want to see that. I would be

[18:48] much happier in Google Search Console if

[18:52] you were constantly in at like position

[18:54] 20, but a constant position 20 because

[18:58] then I can optimize for it. I know,

[19:00] okay, this is consistently where it's

[19:02] going to appear. Then we can update, we

[19:05] can modify, we can do all of that. The

[19:07] worst thing that can happen is when you

[19:08] start seeing it pop in, out, in, out,

[19:11] in, out, it drops down, and then in,

[19:13] out. You want to rectify that as soon as

[19:16] possible. So just be aware of that when

[19:19] it comes to Google Search Console.

[19:20] Again, if you're looking at that and you

[19:23] see the rank for a particular thing kind

[19:25] of pop in and out, go and look for

[19:26] things like canonical. Go and look at

[19:28] things like, is this a decent page? Is

[19:31] there how can we tune this up? A lot of

[19:33] it's really stupid nonsexy stuff, but

[19:37] it's just do the [ __ ] work, guys,

[19:40] right? It's it's not difficult, but you

[19:44] have to do the work. You have to put

[19:46] that in. There's no magic silver bullet

[19:48] that's going to do that for you. All

[19:49] right,

[19:51] so matching intent. This is a little bit

[19:53] longer of a reax, just a little bit.

[19:57] But what this does is so we can match

[20:00] user intent and then we can also see

[20:02] whether whether or not the buyer intent

[20:05] matches it. So, what we're looking for

[20:07] is I'm looking for are we talking about

[20:10] uh careers, hiring, salary, are we

[20:12] looking at map, location, are we looking

[20:14] at what are we specifically looking for?

[20:17] And this will help filter that, right?

[20:22] Go ahead, download this particular link

[20:25] here, the itty bitty linkstars 2026.

[20:28] This is going to give you guys a uh

[20:31] cheat sheet

[20:33] with some different Reax formulas that

[20:36] we can go in. I'm happy to take

[20:38] questions, happy to go over all this

[20:39] stuff. I know we want to make sure that

[20:41] we're kind of on point for the panel and

[20:44] all that. So, what I want to what I

[20:47] really encourage you guys to do, start

[20:49] playing around with this. Start looking

[20:51] at your Reax examples. start taking a

[20:56] look at what's actually in there. I

[20:58] would love if you guys did this right

[20:59] now, log into your Google search

[21:00] console, try putting in some of those IM

[21:03] searches or the AI prompty type

[21:05] searches. I'd love to hear from you guys

[21:07] while we're right here. Like tell me

[21:08] some of the things that you're seeing.

[21:09] This is like real world [ __ ] you can do

[21:12] right now today.

[21:14] Pull it up. You guys, bro, so real just

[21:17] to end the day, right? We're gonna take

[21:19] a question and live presentation, right?

[21:21] Somebody's gonna pull it. I mean, [ __ ]

[21:23] I'd like to see it.

[21:25] Yeah.

[21:33] Jesus.

[21:34] That was a voice search.

[21:36] Yeah.

[21:38] How could you tell?

[21:42] That's very serious.

[21:45] Let's Let's go back and look at it,

[21:46] right?

[21:47] I think it was.

[21:48] No, it is 100% a voice search.

[21:55] Maybe not.

[21:56] Or she's or she's miskeying stuff doing

[21:59] stuff like that. But you look at this

[22:03] it I would be [ __ ] rage typing. I

[22:06] mean, come on. Look at this, right?

[22:08] Who wouldn't? I don't know what, but she

[22:11] might.

[22:13] You know, this is one of those things

[22:15] that again, you can go in here. You can

[22:16] look at this AI search. Again, another

[22:19] nugget that if you guys Merino talks

[22:21] about this a lot, looking at the top of

[22:23] search, if you're in Google, we'll we'll

[22:27] do some live demo and stuff here, right?

[22:30] If we look at

[22:32] uh what's something I know there's a

[22:34] story computer, so I don't want to like

[22:36] [ __ ] it up, right? Marriage counseling

[22:40] Dallas.

[22:44] Okay,

[22:47] look at all this stuff right up top

[22:48] here.

[22:50] This tells you exactly what you need to

[22:52] be optimizing for. So, in conjunction

[22:53] with what we were looking at in search

[22:55] console, right, we've got AI mode, you

[22:58] need to be optimizing for short videos,

[23:00] forums, maps, images, videos.

[23:04] Then it gets into all this other stuff.

[23:07] But if you're not listed on all of

[23:08] those, you take those Google Search

[23:10] Console Reax expressions, right? We take

[23:14] that, we drop that in, we create short

[23:17] videos, we go into forums, we go into

[23:19] things like uh Kora, Reddit, any of

[23:22] those kinds of things.

[23:24] I'm I've seen some stuff recently online

[23:26] about this, but public Facebook groups.

[23:28] How many of you guys have a public

[23:29] Facebook group?

[23:31] If you don't, like

[23:32] those work really well. I think Joy, you

[23:35] did you write about that recently? Yeah,

[23:37] WE JUST MADE

[23:38] IT SUCKS BECAUSE I'm like this is this

[23:41] was like the secret weapon we've had for

[23:43] a while.

[23:44] Yo, in case all you know how Reddit took

[23:47] over on the forums tab, right? Facebook

[23:50] groups took over a while ago, right? You

[23:52] know, if you've been around me, you

[23:54] know, we've been on that [ __ ] Owning

[23:56] one though is the real power, right?

[23:58] Because then you can control the

[24:00] complete narrative from that date. But

[24:02] in the interim, don't mean you can't get

[24:05] you your client. That's for you to

[24:06] figure out, right? To join a group

[24:09] and get a brand mention in there. Don't

[24:11] try to do links, bro. It's about a brand

[24:14] dimension just like Reddit. Understand?

[24:16] And you don't you're absolutely right.

[24:18] You don't necessarily need the links and

[24:20] stuff. All it is is that mention of your

[24:23] brand, the mention of your brand group.

[24:25] If it's a Facebook group and it's not

[24:26] yours or you just come in with an

[24:28] outbound link, the admin might just boo

[24:30] you or remove the post. But if you do it

[24:33] without the link, it just look like

[24:34] you're trying to recommend a refer.

[24:37] I'm in search console one of my clients.

[24:39] What do I What I do in

[24:42] So there there was the Google doc. Did

[24:44] you get that?

[24:45] Google doc.

[24:46] Okay. Copy and paste that reax in. What

[24:48] you're going to do is you're going to go

[24:49] up to So you're going to go up to the uh

[24:52] in search console, you're going to go up

[24:54] to top where it's filter

[24:56] where it says inspecting URL. You put it

[24:59] there.

[25:00] Let me run back there. I'll take a look

[25:01] here. your computer.

[25:03] Yeah, it's under queries.

[25:06] Yep.

[25:12] Yep. So, filter.

[25:14] Query.

[25:15] Pop that right in. And you're going to

[25:16] instead of this,

[25:18] you're going to go rejax.

[25:19] Okay. Which one do you want me to do?

[25:20] Either one.

[25:22] Uh,

[25:23] you can do like the IM UR. That one

[25:25] works really well. That's AI search.

[25:27] Yeah. Just copy that whole thing.

[25:32] And you're gonna instead of queries

[25:33] containing, you're going to go reax.

[25:37] There you go.

[25:40] So, you haven't been mentioned at all in

[25:42] that one.

[25:42] Okay.

[25:43] Yeah.

[25:44] So, now you can do a different reject.

[25:46] Do the uh

[25:49] uh yeah, do high intent keywords. Check

[25:51] that one out.

[25:55] And then custom reax right there.

[25:59] Copy paste that separately.

[26:00] What I was gonna say got Google search

[26:02] if you guys don't use Google search

[26:04] console

[26:05] those are all queries.

[26:10] All right.

[26:12] How many people are using

[26:14] add filter?

[26:16] Query.

[26:20] Yeah. Either one of them. Do high intent

[26:21] keywords.

[26:26] Yeah. and reax instead of filters custom

[26:29] reax

[26:32] apply. Yep.

[26:36] Those are all the queries high intent

[26:38] keywords that you've appeared for. Now

[26:40] what I'm looking for so this is high

[26:42] intent. We can also look for like I am

[26:44] Yeah.

[26:54] Yes.

[26:59] It would show on the queries.

[27:00] It would show under the queries. Yes.

[27:02] If you don't have any, then it's then

[27:03] you're not appearing.

[27:04] No. No. He means but you don't have

[27:07] if you're looking at the IM queries. IM

[27:10] queries. You are those are your highly

[27:12] uh AI driven queries.

[27:15] So what you're looking for if we go back

[27:18] here, I'm looking at the IM queries. So,

[27:20] let's

[27:23] quickly click into this and I'll show

[27:25] you guys.

[27:28] So, we click into this guy right here.

[27:36] We're in this I am. You are

[27:40] reax right here.

[27:42] This particular one. How many of us

[27:45] prompt like this? you are a fill in the

[27:49] blank. This is what I need you to do.

[27:51] Right? That's kind of how we all search

[27:53] using prompting, right?

[27:55] That's what this does is it's looking

[27:58] for the query that says you are a fill

[28:01] in the blank. Here's what I need you to

[28:04] do. I am a fill in the blank. It's

[28:08] filtering that in your AI query. So

[28:11] anytime

[28:12] ask a test question to make sure. Right.

[28:15] Yeah. If someone were to search, right?

[28:19] You are a research agent and I want you

[28:21] to tell me the top plastic surgeons in

[28:23] Miami for a titty lift. This would

[28:27] that would appear.

[28:28] I just want to make sure.

[28:32] Yes.

[28:37] Oh, wait. Sorry. Sorry. I was supposed

[28:38] to tell yall about Oh, wait. And this is

[28:41] the end. So, ask questions now or Okay,

[28:44] let's do it.

[28:53] Yes.

[28:55] Yeah. I want you to or I want you. You

[28:58] add that in here. Take this reax right

[29:00] here.

[29:02] Yeah. Take that reax. Say throw into the

[29:05] chat GPT. Say add I want you or I want

[29:08] to. Any of those kind of things. It'll

[29:10] append that in there. Copy paste that

[29:12] into your Google search console. It's

[29:14] going to give you all those AI queries.

[29:19] Yeah,

[29:27] you can share it with your uh other

[29:29] accounts.

[29:30] You can invite your other one as a team

[29:32] member. Yeah,

[29:37] one time as long as it's in that

[29:39] singular account. They're like persona

[29:41] profiles, you can you can actually add

[29:43] them all in. I have like I I white label

[29:45] for several clients and so as long as

[29:47] I'm in I can pull it in as a a guest

[29:51] seat or not a guest seat but if I'm I'm

[29:54] in a Chrome profile I can go Chrome add

[29:56] this. It's almost like being logged into

[29:58] multiple profiles at the same time.

[30:00] Yeah.

[30:01] Yeah, that's totally fine. I I have

[30:05] white label clients and like I said I've

[30:06] got probably, you know, five plus

[30:11] Yeah. Yeah. No, it it totally works.

[30:16] No. Nope.

[30:21] Yeah.

[30:38] So whe

[30:51] by locality

[30:52] locality,

[30:56] correct?

[31:02] Totally. And so I think that this is

[31:04] this goes back to the idea of like right

[31:06] we're we're stuck in this kind of SEO

[31:08] like it needs to fit this mold, fit this

[31:11] like what I'm specifically looking for

[31:13] on any of that isn't necessarily like

[31:16] I'm looking for that that specific

[31:18] person. What I'm looking at is we we

[31:21] need to cast our net a lot wider and a

[31:23] lot deeper than we have in the past.

[31:26] marketing is no longer and so I was

[31:28] actually at Joyce conference in

[31:30] Nashville and one of the things that

[31:33] that we that I thought was really

[31:35] interesting with one of the uh one of

[31:37] the speakers is he was talking about how

[31:39] CRO to a lot of SEOs is this foreign

[31:41] concept and it's it shouldn't be as mark

[31:46] we need to think of ourselves as

[31:47] marketers not just an SEO if you're just

[31:51] an SEO your ass is on the chopping block

[31:53] the time is coming I would give it until

[31:56] probably third quarter

[32:00] in 2026 or end of 2026. You're going to

[32:03] see a lot of agencies that that are just

[32:05] like [ __ ] this, we're out because they

[32:07] can't figure it out. The the landscape

[32:10] is evolving. It's adapting and if you

[32:12] aren't staying up to date with this and

[32:15] if you're not moving towards that, we

[32:17] offer CRO, we're able to get your

[32:19] clients in the door. If you're just

[32:21] saying, "I do SEO," you're the first one

[32:23] on the chopping block there. When times

[32:26] get tough, they're going to kick you

[32:27] out. We need a company that can get us

[32:29] leads, get us phone calls. And at the

[32:30] end of the day, isn't that what real

[32:33] businesses do? If if I had an employee,

[32:36] I was paying them an hourly wage or a

[32:38] salary and they couldn't pull their own

[32:41] weight, you're done, dude. I'll find

[32:43] someone that can bring me leads. And

[32:45] that's what we need to understand as

[32:47] marketing professionals is that it's no

[32:50] longer just I do SEO. It's you have to

[32:53] bring them bring the milkshake to the

[32:55] yard, right? You have to be able to do

[32:58] that. If you're not able to do that,

[33:00] they're going to find someone who can.

[33:02] And so this is where we have to look at

[33:05] it from CRO,

[33:08] content, social media, blanketing the

[33:12] entire market with this is my [ __ ]

[33:14] brand. Here I am.

[33:17] This is what we got. This is what we

[33:18] bring.

[33:21] So

[33:23] I'll get you

[33:39] do

[33:44] you can put that so you can put if

[33:46] you're using the API or you're pulling

[33:48] it in through like looker studio again

[33:51] big query if you're using the GSC

[33:53] integration with that you'll get a much

[33:55] more robust set of data uh if you're

[33:58] using SEO gets they have two different

[34:00] versions the lower tier plan. They only

[34:02] give you I think it's like a like

[34:04] 18month look back. They have a higher

[34:06] tier plan that allows you to go much

[34:08] further than that. It's more like a big

[34:10] query kind of thing. So, it depends on

[34:12] what you're doing. But again, like I'm

[34:15] kind of to echo Simon, I'm lazy and I'm

[34:19] cheap, right? We It's the whole reason

[34:22] why I killed h like 90% of my tech stack

[34:25] is because the way that stuff is

[34:27] changing. If you're relying on hrefs,

[34:30] say that [ __ ] again. Go. How much

[34:32] percentage tech?

[34:33] 90% of my tech stack just gone. Chopped

[34:37] it off at the knees and like the way

[34:41] that search is changing. You don't need

[34:43] it. You need to look at what's actually

[34:46] going on. I know that several people

[34:48] Ted, right? Ted's talked about like a

[34:51] lot of us also are looking at being

[34:54] logged in versus logged out, right? A

[34:56] lot of us are kind of trained like go

[34:57] ahead and look in incognito mode. you

[34:59] know that that completely [ __ ] up your

[35:01] search.

[35:03] You need to be logged into a Google

[35:05] account.

[35:07] Go up into your personas and profiles

[35:10] right up top right in Chrome. If you're

[35:13] in Chrome, you get the personas and

[35:14] profiles being in Firefox versus Brave

[35:17] versus Chrome. This is uh Firefox right

[35:19] here,

[35:21] right? But if you're in the Chrome

[35:23] browser

[35:25] and logged in as a Gmail account, vastly

[35:29] different results.

[35:32] All have a workspace account that's

[35:34] logged in and safe, right? So that

[35:36] wherever you log in, right? So just

[35:38] imagine what you could do that with that

[35:40] same technology with person

[35:44] I'm on the desktop.

[35:48] I want to finish a thought I started

[35:50] about DSC.

[35:51] I quit HF Semrush

[35:54] so long ago, right? Because GSC GME

[35:58] Insights and then without GME Insights

[36:00] because I got UTM tags on every

[36:02] [ __ ] thing. I don't even need

[36:04] to live in the GME Insights too much

[36:06] because I can see it in the GSC plus

[36:08] Google Analytics, especially for

[36:10] referral traffic. Remember, I'm telling

[36:12] you, they'll add the referral [ __ ] into

[36:14] GSC eventually, right? and everything

[36:18] you need is there. But don't be so

[36:20] thirsty and only looking for the ranking

[36:22] pages, bro. Go in there and don't just

[36:24] look at queries. And when you are, look

[36:27] at the ones that have impressions with

[36:28] now you got a reex to run to make it

[36:30] easy. Before I would be doing this

[36:32] manually, what's getting impressions

[36:34] that could actually bring revenue,

[36:37] right? [ __ ] all the other [ __ ] What

[36:39] could bring revenue? How many

[36:40] impressions I got? No clicks. You know

[36:43] what I'mma do, right? at a certain

[36:44] point. Look, you know what I mean? That

[36:46] that's on you, though. Point is, you

[36:48] know, you're on the cusp with these now.

[36:50] It just makes it so [ __ ] easy that

[36:53] for what I'm h and by the way, when you

[36:56] guys look up keywords and [ __ ] there's

[36:59] stuff in there that I've been

[37:00] manipulating for eight years at least.

[37:03] And I'm not the only one, right? Just

[37:06] like Google Trends. And I'm sure you see

[37:08] it, bro. If you do a smaller thing,

[37:09] you're like, "Yo, look at these [ __ ]

[37:11] right? Manipulating it. There's [ __ ]

[37:13] keywords behind it, domains behind it.

[37:16] So, you got to really look at the data

[37:18] that's real. What's the realest data you

[37:21] have? GSC, bro. And yo,

[37:24] high intent keywords right there. Near

[37:26] me, open now, call, phone, quote,

[37:30] estimate. These are people with their

[37:32] wallet and credit card in hand ready to

[37:34] give you money.

[37:36] So, look,

[37:37] can I add whatever I want to?

[37:39] It's like it's like spin tax. Yeah. But

[37:41] like for here's what why I asked that.

[37:44] First thing I'mma do come in here and

[37:46] depending on my niche 24 hours open, you

[37:48] know, whatever it is for my niche,

[37:51] right?

[37:53] Yo, questions for Ko right here. Hold

[37:55] on. Hold on.

[38:08] Hit me up. We can we can totally look at

[38:10] that.

[38:21] There's a couple

[38:37] Yeah.

[38:51] Yeah.

[38:57] Yeah.

[39:10] Boom. That explains a lot. And my man

[39:13] right here from [ __ ] Chumbler hit me

[39:14] with something. He was like, "You don't.

[39:16] I'm not going to share it between us.

[39:18] You got to be at the rest of the

[39:19] network, motherfuckers." AND I WAS LIKE,

[39:22] "OH, RIGHT. IT JUST MAKES SENSE." And

[39:25] look, I didn't know it. Like, I knew how

[39:27] to solve the problem, but I didn't know

[39:28] what the problem was. Right? And then

[39:30] he's like with the data, bro. Look, when

[39:32] you see that that is this every

[39:41] guy, do you LOVE THIS [ __ ] LIKE I LIVE

[39:43] FOR THIS [ __ ]

[39:46] Any questions for KO? If not, give it up

[39:48] for KO. I'm

[39:51] awesome as usual. Oh, and by the way, if

[39:54] you guys don't have SEO, this is a no

[39:56] pitch, right? But this is just it's

[39:58] already been mentioned. Tell them you

[40:00] know uh Bino and Ko get some sort of

[40:03] discount if you can right throw our

[40:05] names in the air because it's really a

[40:08] good tool. I ain't gonna lie. being able

[40:10] to look at all of your search console

[40:12] data in one place like every single

[40:15] client

[40:17] since since we met him and he gave you

[40:19] know he was like hey Mike check this out

[40:21] and I haven't promoted it and I feel bad

[40:23] because I hardly promote things but that

[40:24] tool is the only tool my team uses we

[40:28] don't we don't lose unless we go to the

[40:31] discovery tab you know for different

[40:33] data set

[40:37] let's do




============================================================
SEO Rockstars 2026: Day 2 - Brian Winum
Video: https://www.youtube.com/watch?v=HAr5HuQsazU
============================================================

[00:04] Thank you guys.

[00:06] All right, so before I get started, I

[00:08] just want to say Merino and I literally

[00:11] preach the same [ __ ] He preaches about

[00:13] brand. He preaches about PA preaches

[00:15] about PAAs. We talk about the same [ __ ]

[00:18] We just do it a little differently. I

[00:20] don't yell and scream and curse like he

[00:22] does. But if you listen, you'll hear the

[00:24] same messaging coming back and forth

[00:26] from him. That's why we vibe together.

[00:27] That's why we reach out to each other

[00:28] when we need help. What I'm going to

[00:31] talk about today is my onpage and

[00:33] off-page stack for LLM authority hacking

[00:36] and stacking. Basically, how I'm getting

[00:38] into AI overviews and it's working

[00:40] really well for me. The majority of my

[00:42] agency leads are coming in from AI now.

[00:45] Chat GBT chats from Perplexity, from

[00:48] Gemini, the AI overviews, they're coming

[00:51] into uh into my office. I just had a

[00:53] meeting the other day before I got here

[00:56] for a 100 location um

[01:00] um blood draw service all across the US.

[01:03] So, and I came in via an AI overview.

[01:06] So, we're going to walk you through my

[01:07] on page stack and my off- page stack

[01:09] that allows me to do that. And I'm open

[01:11] any questions that you guys have. A

[01:14] little more about me.

[01:16] Like Mike was saying, I've been here for

[01:17] 20 years. I've been doing

[01:20] this on the side since 1998. I was

[01:22] getting paper checks in the mail for

[01:24] doing credit card offers back in the

[01:26] day. I'd get a check for 25, 50 bucks in

[01:28] the mail back in 1998. I'd be all fired

[01:30] up. Went full-time into the agency world

[01:34] after I sold my own insurance agency. I

[01:36] had a non-compete clause. Had to figure

[01:39] out what I was going to do next.

[01:40] Marketing was it. That was my background

[01:43] from college. I had done it myself, my

[01:44] own agency, built my own websites, done

[01:47] my own marketing. Met up with my

[01:49] partners then. I've been doing it ever

[01:50] since. So, we are in New York, hundreds

[01:53] of different clients in web design and

[01:56] marketing

[01:57] and uh it's getting time to kind of

[02:00] phase out of that eventually, you know,

[02:02] settle down. No more client work. I'm

[02:03] sick of clients, but I'm always going to

[02:05] be doing my own consulting, my own

[02:07] affiliate stuff, and everything else.

[02:08] I'm never going to stop doing this. It

[02:10] just gives me too much uh it's too much

[02:12] fun doing it, figuring out problems. I'm

[02:13] a problem solver at heart, and I just

[02:15] love doing it.

[02:17] So this is going to be

[02:20] all the ways I solve these problems.

[02:22] We're getting into AI overviews. First

[02:24] few slides are going to be kind of an

[02:26] overarching theme of everything that

[02:27] goes behind every strategy that I talk

[02:29] about. The things I use for my agency,

[02:31] the things I use for my clients, things

[02:33] that I use for

[02:36] uh my affiliate sites and everything

[02:37] else. So these slides I'm going to talk

[02:39] about I kind of inform you when I talk

[02:42] about the strategies down the road where

[02:44] they originally came from and why I did

[02:46] them that way why I structured them that

[02:48] way. So like I talked about Merolino I'm

[02:51] always preaching brand strong brand

[02:53] signals become increasingly critical

[02:55] since the HCU roll out. You got to have

[02:58] a strong brand. Who you are what you do

[03:00] where you do it. Just like Marino always

[03:02] says

[03:04] authority. I'm always preaching eat. So,

[03:07] I always want to put authority into

[03:09] everything I do and data. So, original

[03:12] content. I want to create original

[03:13] content that leverage proprietary data.

[03:16] Bringing unique stuff to the table that

[03:18] your client Yeah. that your competitors

[03:19] aren't going to be able to do. So, we

[03:22] want to make sure we have strong strong

[03:23] brand signals, authoritative

[03:24] positioning, and that proprietary data.

[03:28] So, that's core behind everything I'm

[03:29] doing, every strategy I work with. You

[03:31] want to make sure that the

[03:34] kind of the brand is enhancing the

[03:36] content distribution. The authoritative

[03:38] status is going to attract more quality

[03:40] backlinks and then that unique data is

[03:42] going to drive engagement metrics. So

[03:44] all of this stuff works together. So

[03:46] that's the first thing I look at when

[03:49] I'm trying to develop a new strategy or

[03:51] testing anything.

[03:54] Second thing is going to be eat. I've

[03:56] been preaching this forever. Like Mike

[03:58] was saying, even before it was a thing,

[03:59] even before it was the added the extra e

[04:01] on top of that, everything was based on

[04:03] building an authority and trust. I'm

[04:05] always talking about authority stacking.

[04:07] Whenever I teach my courses, whenever

[04:09] I'm talking to my clients, I'm always

[04:10] stacking authority signals. So, I want

[04:13] to make sure everything goes back to

[04:15] eat.

[04:17] And then finally, Google News. So, a lot

[04:21] of what I do came around from building

[04:24] Google News sites and getting them

[04:25] approved.

[04:27] If you look and Google Google's how news

[04:30] works and how search works, there's a

[04:33] lot that you can take in from there

[04:35] that's going to play into anything and

[04:36] everything you do in digital marketing.

[04:39] Some of the things they explicitly tell

[04:41] you they're looking for. They want your

[04:44] information to be highly cited. They

[04:46] want that original reporting and they

[04:49] want it to be completely relevant. So,

[04:51] highly cited, what does that speak to

[04:53] you? backlinks, citations, you got to

[04:55] have mentions out there. So, they want

[04:57] you to be highly cited. They're looking

[04:59] at that. If people are sharing your

[05:00] content, that's going to play into what

[05:02] Google's looking for. Original

[05:05] reporting. We all know in the world of

[05:06] AI, you got to bring originality to the

[05:09] table, whether it's those unique data

[05:11] points that you're bringing. Um, you

[05:14] whatever you can do to separate yourself

[05:16] from your competitors, you got to make

[05:18] sure it's original. And then relevance.

[05:20] Obviously, you got to be relevant to

[05:22] reach your audience. So, they're going

[05:25] to look for those three key signals.

[05:26] Widespread coverage across news sites,

[05:28] frequent citations of the story by other

[05:30] publications, and the presence of

[05:32] substantial original reporting.

[05:35] So, like Mike said, someone kind of took

[05:38] what I told him, how to get Google News

[05:40] approved, and within two years, they'd

[05:41] exited for 29 million.

[05:43] Who is that guy?

[05:44] That is Bradley Bennett, not Benner.

[05:47] That's right. not not

[05:50] not you but um so these are the three

[05:54] things that I kind of look at when I

[05:56] develop any strategies and I'm testing

[05:57] everything I want to bring that brand I

[06:00] want to bring that authority I want to

[06:01] bring that data into play I want to hit

[06:03] all those eat signals I can and it's

[06:06] always been based on me for Google News

[06:08] back in 2019 and prior to that when

[06:11] Google News was a um they would actually

[06:14] vet everything out submit it through

[06:15] Google News they'd approve it I'd have a

[06:17] ton of conversations with the Google

[06:19] News uh team and they give me feedback

[06:21] on what I was doing right, what I was

[06:23] doing wrong, and it's really given me

[06:25] the framework for everything I do moving

[06:27] forward.

[06:29] Things that I learned in Google News

[06:31] that they told me, things they're

[06:32] looking for, even apply to things when

[06:34] I'm doing my ad campaigns nowadays.

[06:38] So things that are relevant on one

[06:40] Google platform, more often than not are

[06:42] going to be relevant all the other

[06:44] Google platforms, just how they bake it

[06:45] into the algorithm.

[06:47] So now we're going to talk about how all

[06:49] that plays into how I use all this for

[06:52] AI overviews.

[06:54] We're going to talk about how I'm

[06:56] leveraging the llms.ext files and all

[06:59] the off- page techniques I use to kind

[07:01] of beef that up.

[07:03] So a lot of people first let me just say

[07:06] a lot of people I hear the chatter out

[07:08] there about how LMS text files just

[07:10] don't work. They don't get crawled.

[07:12] They're useless. It's not wide. It's not

[07:15] a widespread adoption as of yet. The AI

[07:18] bots aren't using it. The AI platforms

[07:20] ignore it. Google doesn't use it. And

[07:22] I'm going to tell you from my experience

[07:24] that's completely false. What I'm

[07:26] normally seeing is people just aren't

[07:28] putting enough effort into it. They're

[07:29] not doing the right things at all. If

[07:32] you are pushing your basic

[07:36] organizational schema just through

[07:37] Yoast, not doing anything about it,

[07:40] that's not going to work either. Same

[07:42] thing with the LMS text files. If you're

[07:43] just pushing it from a basic plugin

[07:45] that's creating a glorified sitemap of

[07:48] your website, what's the point? You

[07:50] really got to build it out and leverage

[07:52] it and bake everything in. I always look

[07:55] at it as an extension of my schema. I

[07:58] wanted to match

[08:00] what I'm putting out in my schema. So,

[08:02] it's not just a a site map and giving

[08:04] the uh the AI bots a way to crawl and

[08:06] find my content. I wanted to match all

[08:09] the authority signals that I'm pushing

[08:10] out my schema.

[08:12] Can you just ask if people know what the

[08:14] LLM text file is in case maybe they

[08:17] don't? You know what I mean?

[08:18] So, do you guys know what the LLMS text

[08:20] file is?

[08:21] Hands in the air. You know what it is?

[08:23] Okay, cool.

[08:25] So, it's a um something they're pushing

[08:27] for adoption. It was um pushed out by a

[08:30] third party as a suggestion as a way to

[08:34] create a markdown file, a document that

[08:37] gives the AI bots, the AI platforms an

[08:40] overview of your site. basically who you

[08:42] are, what you do, and where you do it.

[08:43] You give them an easy way to find and

[08:45] digest the information on your website.

[08:47] So, it's basically taking your site map,

[08:49] converting it into a markdown format

[08:50] that they can crawl easily, and it's a

[08:52] text file that gets dropped into the

[08:54] root of your site. And there's two

[08:56] versions. There's an llms.ext file, and

[08:59] then there's an llms-full.ext

[09:01] file, which is an expanded version that

[09:04] could really stuff full of them

[09:05] everything. I'm going to go through the

[09:06] both of them,

[09:08] but what I'm doing a little differently

[09:10] to kind of stand out from the crowd, the

[09:12] people who are telling me it doesn't

[09:13] work is I'm making sure that I'm beefing

[09:15] them up as much as I can. Like I said, I

[09:17] want to mimic exactly what I'm doing in

[09:20] my schema. And my schema, for example, I

[09:22] got all my nose about. So all my subject

[09:25] matter expertise, I'm going to bake into

[09:29] my LLMS file, too. Again, it's not just

[09:31] a sitemap.

[09:33] all my uh same as stuff, my citations,

[09:36] my references, and everything else not

[09:39] normally going to pull into the LMS

[09:40] file. I'm going to make sure it happens.

[09:43] So, the way I'm doing that is I'm

[09:44] pushing custom content into the LMS text

[09:48] files. I'm putting in custom header

[09:50] content and custom footer content into

[09:52] those files. We'll go through exactly

[09:53] what I do in there. I'm building out

[09:56] subdirectory files. So, not only do I do

[09:58] a core

[10:00] LMS text file I drop into the root, I'm

[10:03] actually dropping them into the

[10:04] subdirectories as well. So, I'll build a

[10:06] niche down LLMS text file just for the

[10:09] blog section of my website just for a

[10:11] specific service section of my website

[10:13] just for a location specific. So, I have

[10:16] a location specific LMS text file, a

[10:19] service or a product specific LMS text

[10:21] file, and I'm really niching it down

[10:23] just to make that much easier for them

[10:25] to digest everything when these AI

[10:27] platforms are crawling everything.

[10:30] Uh, my big thing is I'm going to make

[10:32] sure that I'm optimizing those crawl

[10:33] paths and get giving them as many

[10:35] options as they can to find both my

[10:38] files.

[10:40] This isn't just working for AI

[10:42] overviews. This is helping with SEO as

[10:44] well. So everything I'm putting into

[10:46] these files, the SEO bots are crawling

[10:48] too, the Google bots are crawling. So

[10:50] it's helping me with my AI rankings.

[10:52] It's helping me with my SEO rankings.

[10:55] And I'm just making sure it's easy for

[10:56] everyone to find all the information I

[10:59] need them to find on my website. I'm

[11:02] also building out a stack of files that

[11:04] work along with it. Yep.

[11:06] Just one clarification. You said it

[11:07] helps with the AI as well for Google

[11:12] that pull up both. Are is this one file

[11:14] done for AI overview and AI mode? It

[11:17] handles both. You have to have a

[11:18] separate file for AI mode.

[11:19] Will you repeat the question?

[11:21] Yeah. So, um is are there separate files

[11:23] for AI overviews and AI mode? Same file.

[11:26] Same thing. Yeah. It's it's covering all

[11:27] the bases and and again it covers even

[11:29] the SEO bots as well too, the Google

[11:31] bots. So, everything we do in here is

[11:33] going to affect your your ability to

[11:35] rank in AI mode and AIO reviews and the

[11:37] uh AI platform recommendations and the

[11:40] SEO as well. you want to get pulled into

[11:42] the the featured snippets and things

[11:43] like that, your your page rankings are

[11:45] going to increase. This is all going to

[11:47] help you. I'm not strictly focused on

[11:49] just AI. It's a great byp product what

[11:52] I'm doing. I just happen to be

[11:54] leveraging the LLMS text file to do it.

[11:56] It's just another avenue for me to get

[11:58] all the information out there that I

[11:59] want them to know. Every single

[12:01] authority signal and expertise signal,

[12:03] I'm leveraging that LLMS text file and

[12:06] making sure it's out there. I'm also

[12:08] building supporting files as well. So

[12:10] these can be in markdown or JSON format,

[12:13] but I'm stacking files that support

[12:14] everything I'm claiming in my LMS text

[12:17] files. I will build out fullfeatured

[12:20] people also ask FAQ

[12:23] uh query fan out files that answer every

[12:26] single question about my industry that

[12:28] someone would answer. So I have tremend

[12:31] tremendously long files that answer all

[12:33] that information and that reference and

[12:35] tie back to my LLMS files. I build out

[12:38] glossery files. I want that

[12:40] comprehensive terminology documentation.

[12:42] And I'm also pulling review files as

[12:44] well just to give the bots and the um

[12:48] the AI the uh AI platforms an overview

[12:52] of why we are the answer to these

[12:54] questions people are asking. So we're

[12:57] talking about our reviews, we're doing a

[12:58] sentiment analysis, we're presenting all

[13:00] of it, a complete file that has all that

[13:02] information. And they also do some other

[13:04] file types as well. Those are the main

[13:06] ones I've seen that have helped me quite

[13:08] a bit. I'm going to go through the

[13:10] individual files and how I'm actually

[13:11] using them and leveraging them to really

[13:13] help with everything.

[13:15] The first one is custom header content.

[13:19] The reason I broke it up into header and

[13:21] footer content that I'm injecting into

[13:23] the

[13:24] uh into the files is honestly a

[13:27] conversation I've had with the AI

[13:29] platforms going back asking how how they

[13:31] digest information, how we structure it

[13:34] for proper uh presentation

[13:36] and it really led me down the path of

[13:38] structuring it with the header. The

[13:41] middle portion is going to be my my

[13:43] actual website content. you know, the

[13:45] glorified sitemap, links to my pages, my

[13:48] posts, my products, my services, and

[13:50] everything else. And then the footer is

[13:52] where I'm going to be referencing um all

[13:55] my authority signals, my off- page

[13:57] authority signals that support

[13:58] everything else that came before it. So,

[14:00] it goes in that proper format. The

[14:02] header information is going to be

[14:03] information that talks about again who I

[14:05] am, what I do, where I am, what are my

[14:08] products, what are my services, how can

[14:10] I help these people, how do I answer

[14:12] these questions that people have, why am

[14:14] I a solution for what they're looking

[14:17] for? That's what the header is going to

[14:19] be. So the header placement, AI does

[14:22] give a priority. So content that appears

[14:24] first, it's going to carry a little more

[14:25] weight in AI understanding.

[14:28] Even if you're looking at just the

[14:29] context windows of some of these things

[14:31] first, they may not crawl the entire,

[14:33] you know, the entire file. If you have a

[14:34] huge, huge file, chances are they're

[14:36] going to. I mean, the context windows

[14:38] have gotten much bigger. But you want to

[14:41] put the important stuff first. So, you

[14:43] want to put everything about your brand.

[14:45] Paint that picture. Everything you want

[14:48] the AI bots to know and to portray you

[14:51] to everyone else moving forward. Make

[14:53] sure it's in a header. The semantic

[14:55] markdown is going to drive AI

[14:57] comprehension. So, we're using clean

[14:58] markdown format. The headers, bolds,

[15:01] lists, um you know, all the everything

[15:03] we would need to do just to make it easy

[15:05] for them to parse and categorize

[15:07] everything. And the headers do establish

[15:09] credibility. So, it's basically going to

[15:11] fun, like I said, it's going to function

[15:12] kind of as our AI elevator pitch. We're

[15:15] going to position ourselves as the

[15:16] subject matter experts before the

[15:18] systems even get to our our website

[15:20] content, before they look at the post,

[15:22] the pages, or anything else. We're going

[15:24] to make sure everything is pumped into

[15:26] the header. So, within the header

[15:28] itself, I'm going to be putting things

[15:30] like, and again, this is going to be

[15:32] mimicking what I have in my schema, an

[15:35] expanded description of who I am and

[15:37] what I do. Um, all the locations that I

[15:39] serviced and my my area, a really,

[15:42] really in-depth description of uh of who

[15:45] my target audience is, uh, even

[15:47] psychographic descriptions, everything.

[15:49] really drill down into exactly who I

[15:51] want to reach and why I want to reach

[15:53] them. What are their problems they're

[15:55] facing and how am I going to present

[15:56] those solutions? All my services, all my

[15:59] products, it's all going to be baked

[16:02] into this header content. And this could

[16:04] be a huge file. It could be thousands of

[16:06] lines if needed to really make sure that

[16:08] it's all in there. You can do a kind of

[16:11] a truncated version for the plain LMS

[16:14] text file and then a really expanded

[16:16] version for the LMS foldup text file.

[16:19] But I really want to bake in that AI

[16:21] elevator pitch, giving them the idea of

[16:24] exactly why I'm doing things, why I'm

[16:26] presenting myself this way.

[16:28] So you put ICPS and everything in the

[16:30] header, too.

[16:30] Yeah. Yep. All that stuff. Yep. Ideal

[16:33] cut. All that stuff is in there. So I

[16:34] want to do it as as detailed as

[16:36] possible. Uh again I talk about my

[16:39] audience the ICPs the pain points I go

[16:42] with the um semantic triples and things

[16:45] like that just list and list of that you

[16:47] know you know who I am what painoint I

[16:49] solve what the solution is and uh I'll

[16:52] just have a list of just that in there

[16:54] but anything I want to bring bring to

[16:56] the attention of the the the bots and

[16:58] even the search engines as well is going

[16:59] to be pushed into that header. The

[17:01] footer content is basically validating

[17:04] all the claims I made in the header. So

[17:07] why am I able to be the solution? Why is

[17:10] my product the best for these for this

[17:12] particular audience? Why is my service

[17:15] the best in this particular location? I

[17:18] want to provide um the external proof

[17:21] that I would provide in my schema for

[17:23] example like I would have um you know

[17:26] links to my my same as to my social

[17:28] media content to my press releases to my

[17:31] um citations my authority signals and

[17:34] everything else. I'm going to make sure

[17:36] that that's all spelled out in the LLMS

[17:38] text file. Again, it's not just a

[17:40] glorified sitem. I wanted to really kind

[17:43] of spell out exactly who I am and what I

[17:45] do and really give that authority and

[17:48] trust signals to Google or to the AI bot

[17:50] so they can see it right there. I'm

[17:52] going to pull all my citations and

[17:54] directory presence are going to be in

[17:56] there. Media mentions, industry

[17:57] recognitions, any awards I've won or

[17:59] something like that. That's all going to

[18:01] be spelled out in there.

[18:03] And again I did it this way specifically

[18:06] for that strategic alignment. So the

[18:08] footer content is going to align with

[18:09] the header claims. We want to avoid

[18:11] contradictions and kind of create that

[18:13] birectional authority.

[18:16] So again I tell you you pointing I'm

[18:18] building that u that brand awareness in

[18:21] the header and I'm validating everything

[18:23] for all the third party claims. Again

[18:25] the LLS text file wouldn't normally have

[18:27] this. I'm making sure this is a one-stop

[18:30] shop that they can know everything about

[18:32] me, everything about my brand, my

[18:33] products, my services, and I'm doing it

[18:35] through that custom header injection.

[18:37] And these are things that are living and

[18:39] growing over time. We're going to keep

[18:40] adjusting these over time. If there's

[18:42] new citations that need to be added, if

[18:45] there's new products, new services, I'm

[18:47] expanding into new locations, these are

[18:49] always going to be adjusted over time

[18:51] and and tweaked depending on how I'm

[18:53] reacting and how I'm appearing the AI

[18:55] overviews and everything else.

[18:58] Uh, we talked about the subdirectory

[19:00] files. So, I really want to niche it

[19:02] down. I want to make sure that these

[19:03] section specific files are really

[19:05] delivering that that targeted

[19:06] information. So, I'm going to build out

[19:08] a specific LLMS file about a a roofing

[19:12] service, for example, replacement

[19:14] roofing or whatever. I'm going to build

[19:16] out a file just about that. And it's

[19:18] just going to pull in any information

[19:20] that's only specific to that particular

[19:22] service. I can do it for a particular

[19:25] location. If I'm servicing a particular

[19:26] county and I have that location section

[19:29] on my page, I'm going to build a

[19:30] location specific LMS text file and LMS

[19:33] full file. And these also get the custom

[19:36] header and the custom footer injections

[19:38] as well. So that custom header will be

[19:40] information related, you know, brand

[19:42] brand related information just for that

[19:45] particular service, that particular

[19:47] location, that particular product, that

[19:49] particular blog section, whatever it may

[19:51] be.

[19:52] Someone else have someone have a

[19:53] question?

[19:53] Just a quick question. Sure. Just

[19:55] to clarify, so these LLMs are sitting in

[19:57] the at the root of the directory

[19:59] subdirectory, not

[20:01] correct. Yeah. So it would be like

[20:03] slashblogms.ext.

[20:05] Yeah. Exactly.

[20:07] Yep. Yeah. So I'm pushing them into the

[20:08] subfolders. Uh again, independent

[20:11] messaging per section. They'll get the

[20:12] custom headers, custom footers,

[20:14] specialized content selection.

[20:17] Um, I do see anecdotally higher AI

[20:21] citation rates when I'm targeting

[20:23] relevance for specific query types. I'm

[20:25] making it super easy for them to find

[20:27] out information about that product, that

[20:29] service by creating these subdirectory

[20:32] files.

[20:33] Uh, I'm also referencing them all within

[20:36] each other. At the bottom of each file,

[20:37] there's a link for my LMS LMS text and

[20:40] my LMS fold to the subdirectory files

[20:42] and everything else. So I'm making it

[20:43] easy for the ad bots to find all these

[20:45] different file types,

[20:48] FAQs. So again, I build out these

[20:53] really in-depth files

[20:56] that answer everything I would want my

[21:00] clients or my customers or my audience

[21:02] to know. Any questions that they would

[21:03] have, I'm scraping the PAS. I'm looking

[21:06] at the query fan outs. I'm gathering the

[21:09] FAQs from my clients themselves or FAQs

[21:12] that I've heard over the years and

[21:13] making sure that all that stuff is in

[21:15] there and I'm creating these massive

[21:16] files as big as you need it to be. Get

[21:19] them all in there. The AI systems, I

[21:22] mean, they're fundamentally query

[21:23] response engines. You know, there people

[21:25] are typing these queries into these uh

[21:26] into these AI platforms and uh

[21:30] formatting it in a Q&A format. It aligns

[21:32] perfectly with how what they're looking

[21:34] for. So, we want to make sure we we get

[21:35] it in into that format.

[21:38] natural brand inte integration. So, as

[21:40] I'm answering these FA uh PAAAS, these

[21:43] FAQs, these query fade outs, I'm doing

[21:46] it in a manner that we all would do, you

[21:48] know, optimizing them for um snippet

[21:51] inclusion. you know, doing a short and

[21:53] sweet answer that answers it in a couple

[21:54] sentences, making sure that it's really

[21:57] um

[21:58] optimized for potential sniffing

[22:01] inclusion, but then right below that,

[22:04] I'm creating a uh just a matter of

[22:07] bringing my brand in there as the

[22:09] solution to that problem. So, answering

[22:11] the question, then right after that, why

[22:13] is my brand solution to that particular

[22:15] question? So, I'm making sure that

[22:17] there's brand awareness tied into each

[22:18] and every FAQ or each and every query

[22:20] fan out. I want to make sure that

[22:22] they're all there and it's just uh you

[22:25] know compounding coverage. I mean, if

[22:27] you throw 40 50 questions in there into

[22:29] that FAQ file, it's going to create

[22:31] dozens of potential citation pathways

[22:33] for all my different expertise areas.

[22:36] You can niche these down as well. I mean

[22:38] you could create FAQ sections just for

[22:41] uh a particular service related to a

[22:43] particular location or something like

[22:45] that. So you can niche these files down

[22:47] as well too. You can have the the ones

[22:50] dumped right into the root root of the

[22:51] domain or you can create the niche down

[22:54] subdirectory files for these files as

[22:56] well too. But this is great for really

[22:59] kind of showing the bots how your brand

[23:03] is the answer to all these queries that

[23:05] are out there. So you're you're

[23:07] answering the queries, giving them a

[23:09] direct answer, but then bringing your

[23:10] brand into the equation as well.

[23:14] We are doing glossery definitions. So

[23:17] giant glossery pages. I love glosseries.

[23:19] I've been doing it forever. It's been

[23:21] one of my methods I've been do for years

[23:23] and years and years just to add uh some

[23:26] topical authority. Um semantic territory

[23:29] claiming. So every term you define

[23:31] comprehensively, you're staking your

[23:33] authority to that particular uh that

[23:35] particular topic, that particular

[23:37] subject. It gives you a a way for

[23:41] internal linking. So I'm creating these

[23:43] files. I'm also creating markdown links

[23:45] to the service that's that that talks

[23:48] about that particular topic or that

[23:50] particular subject, the product that

[23:52] talks about that particular product or

[23:54] that particular subject. So, it just

[23:56] gives me a way to kind of bring in tons

[23:59] of topical authority and then create

[24:01] internal links in these markdown files,

[24:03] all the different sections of my website

[24:05] that I want to drive these AI bots to.

[24:08] It's really just an expertise signal

[24:09] amplification,

[24:11] right?

[24:14] So, they can hear it on the

[24:21] um so on these glosseries something that

[24:25] I'm not doing or do you have a

[24:26] particular tool or should we just v code

[24:29] something because I mean it seems like

[24:31] it would be pretty easy to just v code

[24:32] this and

[24:34] WordPress creates all the pages.

[24:36] So that's what I'm just I'm just v

[24:38] coding myself you know.

[24:39] Yeah pretty

[24:43] simple.

[24:44] So I I have the on page glossery and

[24:46] then I have these glosseries behind the

[24:47] scenes and I convert it to a markdown

[24:49] file or JSON file as well. So I do both

[24:51] versions. So it is on page and I do have

[24:53] a tool where I just import a spreadsheet

[24:54] of all my terms and all my definitions

[24:56] and all the information I want in there.

[24:58] You put in like are you doing like a

[25:01] glossery folder like like the actual

[25:03] page? Okay, this is the glossery. Yep.

[25:05] And then are you doing is everything on

[25:08] that one page or do you have multiple

[25:10] pages for the glossery?

[25:12] It depends on the website itself. I do

[25:14] break it down. If it's small enough

[25:16] it'll just be one page and I can chunk

[25:19] it up in there. I can categorize it on

[25:20] that one page, but with jump links to

[25:22] the different categories.

[25:24] Oh, jump link.

[25:24] Yep. If I need to break it up into

[25:26] different glosseries for different

[25:28] sections of the website to make it even

[25:30] easier, I'll do that as well, too.

[25:32] Okay.

[25:32] Um,

[25:34] the tool that I built out will also has

[25:37] a kind of the tool tip hover function.

[25:39] So if that glossery term appears

[25:40] somewhere else on the website on the

[25:42] blog post or something, if someone

[25:44] happen to hover over that term, it'll

[25:46] pop up with the definition just to draw

[25:48] attention on the page. Just these are

[25:50] going to be a lot of entities and things

[25:52] like that as well. So I want to make

[25:53] sure those entities I'm drawing

[25:55] attention to those entities in all my

[25:57] content. So, someone goes to a blog

[25:59] post, a glossery term is in there, it's

[26:01] highlighted, they can hover over it, a

[26:03] tool tip pops up with a definition, and

[26:06] it's the same concept as if you were

[26:08] making it bold or making italic. You're

[26:10] just drawing Google's attention to it by

[26:12] having that tool tip function attached

[26:14] to it. So, you're really drawing

[26:16] attention to your entities within your

[26:17] content just by virtue of having the

[26:19] glossery in there. That's why I do it.

[26:22] Then I take that glossery um the

[26:25] glossery that I have the unpaid glossery

[26:27] and I do convert it to a a markdown file

[26:30] format just a massive file markdown file

[26:32] format or a JSON file format or both and

[26:36] making sure that I am referencing them

[26:38] as well within my my file structure. So

[26:41] I'm just tying all these files together

[26:42] that are really building my trust, my

[26:45] credibility, my authority and just

[26:46] presenting me as a subject matter

[26:48] expert. I know everything that there is

[26:49] to know about this particular topic

[26:51] related to my products, my services. So,

[26:54] we got the uh the glossery to take care

[26:56] of that for me.

[26:57] Right. Do you see that? Notice the tool

[26:59] tip thing. Does that also improve

[27:01] engagement on the pages?

[27:02] 100%. Yeah.

[27:04] So, I mean, if they're seeing the

[27:05] highlighted word, so people are

[27:06] scrolling, they're scrolling down even

[27:08] further. It does. I have seen the scroll

[27:10] depth improve just by adding that

[27:15] uh Google reviews. So, I create an

[27:18] entire document just for my Google

[27:20] reviews. I will scrape all my Google

[27:22] reviews. I will scrape Yelp reviews. I

[27:25] will scrape reviews from everywhere I

[27:27] can and create a markdown file format

[27:29] document that has the actual review

[27:31] copy, the reviewer, a link to the review

[27:34] itself.

[27:36] And I also perform a uh kind of an

[27:39] overarching review sentiment analysis.

[27:42] So there will be at the top of the page

[27:43] an overview con uh you know commonly

[27:48] mentioned terms commonly mentioned uh

[27:50] things that people say about my brand of

[27:52] my products the sentiment behind it a

[27:55] really in-depth overview of my entire

[27:58] review portfolio and again scraping

[28:00] these from anywhere and everywhere I

[28:02] want to make sure that I am documenting

[28:04] the outcomes so these are customer

[28:06] reported results and metrics so they're

[28:08] reinforcing all my claims this is social

[28:10] proof

[28:11] for Google, for the AI platforms. I'm

[28:15] presenting that social proof for them in

[28:17] an easy digestible format.

[28:20] You know, you're going to want to put

[28:21] your reviews on your site, your social

[28:22] proof on your site for your, you know,

[28:24] your your users to see it as well, but

[28:26] you also want to do it in a format so

[28:28] that all the bots can see it, that

[28:29] Google's going to see it, and the AI

[28:31] bots are going to see it. So again,

[28:33] we're consolidating everything whether

[28:35] it's Google, clutch, LinkedIn, any

[28:36] industry platforms, I want to pull them

[28:39] all into this file here and we're

[28:41] basically creating a tru uh trust

[28:44] pattern recognition. So basically that

[28:46] analysis I talked about thematic

[28:48] analysis, it's going to reveal

[28:50] consistent strengths about your

[28:53] products, your services, and your brand

[28:56] that these AI bots are going to be able

[28:57] to recognize by seeing that. they're

[28:59] going to see the overview and they're

[29:01] going to see all these reviews. But just

[29:03] by seeing this, I've seen just by doing

[29:06] this, I have seen um

[29:10] this alone more of a bigger increase.

[29:12] It's been adding to the trust kind of

[29:15] anecdotally in in what I've seen as

[29:17] well. I've seen more uh AIO reviews

[29:19] popping up just by adding this in here

[29:22] presenting myself as a if someone

[29:24] mentioned honest before something like

[29:26] that you know just adding honest to the

[29:28] term giving them that that big theme.

[29:31] Yep.

[29:31] Do you include negative reviews for any

[29:33] reason?

[29:34] I try not to.

[29:36] Yeah. Yeah.

[29:38] Four star.

[29:42] Yeah. I'm going through it for the most

[29:43] part and just, you know, highlighting

[29:45] the good stuff, what I want them to see

[29:47] about me, kind of presenting my painting

[29:49] my brand as the the solution to

[29:51] everything and uh and doing it that way.

[29:53] You I'm not necessarily going to throw

[29:55] them. They'll find them obviously, but

[29:57] why give it to them, right?

[30:00] So those are the main file types I add

[30:02] on top to my LMS files, reviews,

[30:05] glossery, and then um

[30:08] the uh frequently asked questions, the

[30:10] query, fan ask, and everything else. And

[30:12] again, I just want to present myself as

[30:14] a subject matter expert. And this is why

[30:17] we're the best at what we are, what we

[30:18] do.

[30:21] So now, how are we going to optimize all

[30:24] that information to make sure that the

[30:25] AI bots are finding it? So this is a,

[30:28] you know, handful or about six different

[30:30] things I'm doing to make sure that my

[30:33] files are found every time. So when

[30:34] people are complaining that these don't

[30:36] get crawled, I'm seeing hundreds if not

[30:39] I'm seeing e-commerce sites with

[30:41] thousands of hits to these LMS text

[30:42] files. They're getting hit. They're

[30:44] getting crawled. I'm making sure they're

[30:46] finding it. So I'm doing that internal

[30:48] file referencing I talked about. So at

[30:50] the bottom of every LMS text file and

[30:52] every file that's in that stack has

[30:54] references to all the other files. I'm

[30:56] making sure I'm tying everything

[30:57] together. I'm creating a separate XML

[31:01] sitemap just for all my files. So,

[31:03] there's a separate file that gets pushed

[31:05] into the sitemap index file as well that

[31:08] lists all my LMS files, all my

[31:10] supporting files, they're all in there.

[31:12] I'm doing meta tag header injection. So

[31:16] no matter what page someone lands on my

[31:18] site, no matter what page that AI bot

[31:20] comes in, the first thing they're going

[31:22] to see is that link rail equals

[31:24] alternate textplane and then a link to

[31:27] my LMS text file, link to my LMS full

[31:29] file, a link to my glossery file, or

[31:31] everything else. All that stuff is

[31:33] injected into the header. So no matter

[31:35] where they're coming in, the the Google

[31:37] bots are seeing that, the AI bots are

[31:39] seeing on every single page. I'm also

[31:42] referencing it my robots.ext, text, you

[31:45] know, same as you would your site map.

[31:47] Make sure all this stuff is in there as

[31:48] well, too. Make sure it's in there. We

[31:50] just want to increase the um the chances

[31:54] that they're going to stumble across

[31:55] this and give us give us the the do that

[31:57] we're owed for putting all this hard

[31:58] work into it. So, as many things as we

[32:01] can do to make it front and center when

[32:04] someone is crawling our site, we're

[32:05] going to do it. We're doing link uh you

[32:08] can use the prefetch tags, link

[32:10] prefetch, so increase the discovery

[32:12] frequency. So you want to prefetch your

[32:14] other files. You can actually build

[32:16] micro silo micro silos for different

[32:18] sections of your site, different files

[32:19] of your site by pre if you're doing a um

[32:23] for example the uh a geo related um

[32:26] stack. You know, you you built the

[32:29] subdirectory LMS files for your your

[32:32] specific location. You have a an FAQ

[32:35] section related to that particular

[32:36] location. You have reviews just related

[32:39] to that particular location. You have

[32:40] all those files. you can prefetch those

[32:43] links within the header of of those

[32:45] particular sections so they'll find them

[32:47] all right out of the gate.

[32:49] Question

[32:52] link prefetch. I could be wrong but is

[32:54] isn't that something you can just enable

[32:56] on WP Rocket if it's doing that or are

[32:58] you doing something different?

[33:00] Yeah. Yeah, you can do that for the

[33:02] thing the things that are embedded in

[33:03] way but these these aren't necessarily

[33:05] files that are links within the the

[33:07] content itself. These are these are

[33:09] supporting text file types outside of

[33:11] the content. So I want to make sure all

[33:13] that stuff is pushed in there. Um

[33:17] custom mime types is something I'm

[33:19] playing around with. So I don't know if

[33:21] you guys have ever done this, but I just

[33:22] I just talked about it basically with

[33:24] the the metatag header injection link

[33:27] re. So that text plane um that you're

[33:32] putting a a mime type in there. So it

[33:34] really was a my bad. My bad. I didn't

[33:36] hear you bro. What? You said you tested

[33:37] custom what?

[33:38] Custom mime types.

[33:39] Mine types.

[33:40] MIME.

[33:41] What's Yeah, I don't know what that is.

[33:43] So, I guess

[33:44] originally a multi-purpose internet mail

[33:47] extension, a way to kind of expand the

[33:48] capability of email and now it's just a

[33:51] a naming convention that can be used in

[33:53] your your HTML structure. So, you can

[33:56] actually create and I'm using this type

[33:59] specifically

[34:00] to work my brand name into there. So

[34:03] there is what's called a vendor tree

[34:05] mind type where you can it'll be um like

[34:10] I said a text plane it'll be

[34:12] applicationdmax

[34:15] burst whatever the file is. So I'm

[34:18] working my brand name branding myself

[34:22] branding these files under my brand name

[34:24] out there and registering that custom

[34:26] mime type under my brand name. So, I'm

[34:28] making sure that I'm drawing attention

[34:30] to my brand name and not just the files

[34:32] and tying everything together there. So,

[34:34] that's another way that I'm playing

[34:36] around with really drawing attention to

[34:37] my brand. Again, pound that brand, who

[34:40] you are, what you doing, where you do

[34:42] it. Right.

[34:42] That's right, [ __ ]

[34:43] So, now do it in the htm. Do it in the

[34:44] HTML code. You know, I mean, Simon

[34:47] preaches that stuff all the time. All

[34:48] these custom HTML tags and everything

[34:50] else. So, this is just another way of

[34:53] doing that. if I'm going to be sending

[34:55] those link rail links to my files, why

[34:58] not work my brand brand name into it and

[35:00] make it even a little more relevant to

[35:02] who I am and what I do. But those are

[35:05] most of the ways that I'm drawing

[35:07] attention to all my files and making

[35:09] sure they're getting crawled. The big

[35:11] thing has been the the metatag header

[35:14] injection. Like I said, anytime any page

[35:16] they hit the they hit my site, no matter

[35:18] where they come in, they're finding my

[35:21] files. They are calling them pretty

[35:22] quickly.

[35:25] XML sitemaps.

[35:27] I'm also leveraging them a little

[35:28] differently as well. Other than just

[35:30] creating dedicated sitemaps from the LMS

[35:32] text files, I do create custom sitemaps

[35:36] as well for off- page stuff I want to

[35:38] draw attention to. So, just like I can

[35:41] bring that those authority signals uh

[35:43] those trust signals from off- page into

[35:46] my LMS text file, I can actually do the

[35:49] same thing with custom site maps. Are

[35:51] you doing location?

[35:53] So I can do that. Yep, I do that as well

[35:54] too. Yep. But with these custom site

[35:56] maps, what I'm doing is I'm using a

[35:58] plugin like pretty links, for example.

[35:59] I'm doing redirects. So it'll be like

[36:02] brianwim.com,

[36:04] you know, link one, but that link is an

[36:07] external link to somewhere else. So now

[36:09] I have a a string of links. I'm creating

[36:12] a custom sitemap for submitting that.

[36:14] Um, and you know, at first glance it

[36:17] looks as if it's a say, you know, these

[36:18] are internal links, but they're really

[36:20] external links that are going in rails.

[36:22] So, I'm getting all those external

[36:23] authority signals as well, too.

[36:30] READ

[36:31] TELL THEM AGAIN, PLEASE, BRO, because

[36:34] that's like heavy duty, bro. So, not

[36:36] only do I do an XML sitemap just for the

[36:39] internal links for my LMS files or

[36:41] supporting files, but I can create

[36:43] custom site maps by collating a list of

[36:45] any link out there that I want them to

[36:46] find reling information about my LMS

[36:50] text files about my claims, who I am,

[36:52] what I do, whether it's a string of

[36:54] press releases that I want or all my

[36:56] authority listings or anything like

[36:59] that. I just create a list of redirects.

[37:01] I import the spreadsheet of all those

[37:03] links into Pretty Links, for example. it

[37:06] creates custom uh custom redirects for

[37:08] me and then I can use those create a

[37:10] custom site map from those links and

[37:12] just push it out there. So these are all

[37:15] the ways that I can make them find what

[37:17] I want to make them find for me.

[37:21] Sorry. Uh technical nerd question on the

[37:23] robots.

[37:32] Little technical nerd question on the

[37:34] robust txt. Yep. So if you want your for

[37:37] example sitemap sitemap colon sitemap,

[37:40] what do you do for the LMS?

[37:42] Same thing. Llms sitemap. I'm calling

[37:44] out those sitemaps in there as well too.

[37:45] So LLM sitemap colon.

[37:47] Yep.

[37:48] That's it. Simple as that.

[37:50] Just making sure it's all in there.

[37:53] So those are my my on page techniques.

[37:56] How I'm leveraging LLMS. Of course, you

[37:58] have to do everything else that you

[37:59] would normally do. Your content has to

[38:01] be on point. You have to make sure that,

[38:02] you know, your your technical SEO is up

[38:04] to snuff, but I'm just leveraging the

[38:06] LMS text file a lot differently than

[38:08] most other people are because I didn't

[38:11] want it to just be a glorified site map.

[38:13] I love playing around with new new

[38:14] things like that. I always think to

[38:16] myself, how can I tear it apart and make

[38:18] use of it? How can I leverage it? and

[38:20] it's been working really well for me

[38:21] doing it this way, stacking those file

[38:23] types together, stuffing my uh stuffing

[38:26] my stuffing my LMS text files with

[38:28] everything I want them to find. Um, now

[38:30] I'm going to support it with the off-

[38:32] page stuff. So now, how do I bring in

[38:35] those authority signals and get myself

[38:37] into the AI overviews? And I'm primarily

[38:41] going to use these types of content to

[38:44] make it happen. We talked about

[38:46] listicicals yesterday, listicles and

[38:48] awards. Uh, interview style articles

[38:51] have been huge for me. Expert roundups,

[38:54] and I'll show you the trick in that to

[38:56] make that really work well.

[38:58] Advertorials, sponsored content, people

[39:01] sleep on it. Don't. It works great.

[39:04] Research reports. We've all seen these

[39:06] type of research reports. The state of

[39:08] the digital marketing for the next five

[39:09] years from 2026 to 2030. These 30page

[39:13] reports, they're kicking ass for this

[39:15] stuff. It's data. Google loves data. The

[39:18] AI bots love data and press releases

[39:22] from a tier one and a tier 2

[39:24] perspective. And I'll explain how I'm

[39:25] using both of them. But these are the

[39:27] six types of content I use to really

[39:29] dominate AI overviews. And I'll go

[39:32] through each and every one, give you the

[39:34] tips, techniques, and things I'm using,

[39:36] the little hacks that work really well

[39:38] for each one.

[39:40] So the reason I love listicles query

[39:43] alignment best of specific category top

[39:46] solution for a particular need. So these

[39:48] are the most common query patterns. If

[39:51] you're making a listical inclusion as

[39:53] you're making a listical inclusion a

[39:54] direct citation pathway people are

[39:57] always looking for these types of

[39:58] things. These are always surfaced in AI

[40:02] overview when someone looking for a a

[40:04] product a service or the best of in a

[40:07] particular geol location. That's why I

[40:09] love these listicles or an award winner,

[40:11] the top award winner in a particular

[40:13] location.

[40:14] You're giving yourself an implied

[40:16] endorsement by appearing on these

[40:17] curated lists. You're basically giving

[40:20] those third party validation signals to

[40:21] the AI bots. You're seeing yourself all

[40:24] over the place listed as, you know, the

[40:26] top of the heap or one of the top 10 or

[40:29] top five for a particular product, for a

[40:32] particular service in a particular

[40:33] location and they keep seeing it over

[40:35] and over again. It's a consensus model,

[40:39] you know, we all know it. So, you're

[40:40] building that consensus in their mind by

[40:42] appearing consistently on these lists

[40:44] all across the internet.

[40:47] Yep. Exactly. And

[40:49] competitive displacement. So, your

[40:52] placement in the best of content

[40:53] positions your brand in responses where

[40:56] competitors would otherwise be cited

[40:58] exclusively. So you're taking uh you

[41:00] know landscape away from your

[41:02] competitors and you're being mentioned

[41:04] with maybe bigger competitors like you

[41:05] were just talking about the co-

[41:06] citation. So now they're seeing you in a

[41:08] new light as you should be mentioned

[41:11] just along with these these these bigger

[41:13] competitors are out there. So I'm doing

[41:15] these all the time pushing them out

[41:17] there. I'm doing it on my news networks.

[41:19] I'm doing it on my uh my PBNs. Just

[41:22] pushing it out there listical for myself

[41:24] for my clients and everything else.

[41:26] If you're a little uh leery of, for

[41:29] example, we tal I think we talked

[41:30] yesterday about with with lawyers, you

[41:32] know, not mentioning them as the best or

[41:35] something like that, a little a way you

[41:38] can do that is not listing them or

[41:42] numbering the listical itself, not not

[41:44] positioning yourself as the best. Um

[41:47] could be just a list of uh you know 10

[41:50] different lawyers in a particular

[41:51] location for example. But what I'll do

[41:54] is within the schema behind the scenes,

[41:56] I do it as a list item and I'm number

[41:59] one in the list and the schema on the

[42:00] back end. Not necessarily a list. It's

[42:02] not necessarily an ordered list on the

[42:04] front end or naming myself number one,

[42:06] but the schema does support it that I'm

[42:08] number one on that list. So, so trick

[42:11] them that way. So, make sure it's in the

[42:14] schema and make sure it's in the content

[42:16] itself. If it's a a niche that you can't

[42:19] really do that uh for a specific

[42:21] purpose, do it in a schema. Just make

[42:23] sure it's in there, that you're listed

[42:25] as number one within the schema. Um,

[42:28] next type of content,

[42:31] interviews and QA formats. So, this has

[42:34] been kicking ass. I do AI generated

[42:36] interviews of myself, my partners, my

[42:39] clients.

[42:40] Basically, expert entity building. So

[42:42] the interviews are establishing myself,

[42:44] my team members as recognized experts,

[42:47] as subject matter experts uh with

[42:50] individual authority signals that are

[42:53] being associated with my brand and it's

[42:55] in my own brand voice. I'm getting the

[42:58] message I want across in the manner I

[43:00] wanted to get it across. It's in the

[43:03] natural Q&A structure which we talked

[43:05] about previously with the FAQs, the uh

[43:07] query panouts. So the QA format mirrors

[43:10] how AI systems are processing queries

[43:13] and we're making that content directly

[43:14] extractable for AI generated response.

[43:18] And these are quotable sound bites. So

[43:19] direct quotes attributed to named

[43:21] experts providing AI systems with

[43:24] citable statements.

[43:26] So I am doing I have a claude project

[43:29] for example. I just say this is what I

[43:31] want to talk about. These are the FAQs I

[43:33] want to talk about in there. These

[43:34] questions themselves are going to be

[43:36] FAQs. These questions themselves are

[43:37] going to be querying fan out questions

[43:39] and I'm answering them in my own brand

[43:41] voice as myself or as my client or

[43:43] something else and presenting ourselves

[43:45] as again the solutions to these

[43:47] problems. So this has worked really well

[43:50] and getting AI overviews in here and

[43:52] getting quotes and things pulled into

[43:54] here when people are asking specific

[43:56] questions about that. So interview style

[43:58] articles work really well. Again, you're

[44:00] just positioning yourself as a trusted

[44:03] authority signal. do it over and over

[44:05] again. So, we got the interview style

[44:08] articles.

[44:10] We got expert roundups. So, I've been

[44:13] doing this forever. This is part of what

[44:14] I always talked about as what what I

[44:17] call catalyst content. So, when I first

[44:20] started doing Google News sites, the

[44:22] first thing I would do on these sites is

[44:24] build out these expert roundups. So, I

[44:26] would use Harrow, help a reporter out,

[44:28] or some of the other relevant platforms

[44:30] to source industry experts, ask them a

[44:33] question, get their sound bite, get

[44:35] their quote about that particular topic,

[44:38] and then I would just create a list of

[44:39] the top 10 responses and all these

[44:42] experts that are in there um talking

[44:45] about that particular topic. What that

[44:47] did is it brought me instant signal,

[44:50] instant traffic. So, I would publish

[44:52] that listicle. or to let these experts

[44:54] know, hey, you published the article

[44:55] that you listed in there with your quote

[44:57] in there. First thing they do, they

[44:59] share it on social media. They build

[45:01] back links to it. They put out a press

[45:02] release about it. They're crawling

[45:04] through the rest of my site. See if

[45:05] there's other articles they want to be

[45:06] mentioned as well. So, I'm getting

[45:08] instant authority, instant social

[45:10] signals, instant press releases put out

[45:12] for me, all for free, just by sourcing

[45:15] these quotes from these experts in here.

[45:17] Now what I'm doing is I'm injecting

[45:20] myself or my client as one of the

[45:22] experts in there as well and entering

[45:24] you know anything I want to as a um in

[45:28] my brand voice. So again co-itation

[45:31] authority by citation. So my expert

[45:34] appearing alongside recognized industry

[45:36] voices is going to create those entity

[45:38] relationships that elevate the brand's

[45:40] perceived credibility. So building that

[45:42] trust and authority just by being

[45:44] mentioned alongside all these other

[45:45] recognized experts in the industry,

[45:49] multissource validation. So they do seem

[45:53] to favor the content that features

[45:55] multiple expert perspectives. So for the

[45:57] most part, it's a consensus model.

[45:59] They're looking for consensus among all

[46:01] these experts. So by having those

[46:04] multiple experts, could be 10, 15, 20

[46:06] experts, whatever you want to do with

[46:08] yourself obviously mixed in as one. um

[46:11] you're going to increase the likelihood

[46:12] of these citations over a single author

[46:14] piece. So, it's an easy way to get

[46:16] traffic, to get back links, to get press

[46:18] releases, to get social signals, to

[46:21] build that consensus model, and to build

[46:23] that co- citation just by being

[46:24] mentioned along with those other

[46:25] experts.

[46:27] And the repeated appearances and

[46:28] roundups on specific topics are

[46:30] signaling that deep expertise in that

[46:33] particular topic, that particular

[46:34] subject. So you're hitting all the all

[46:36] the high points that you want to do for

[46:38] trust and authority just by injecting

[46:40] yourself with expert roundups, but do it

[46:43] in a way that you're doing it. You're

[46:44] actually pulling in real experts. You're

[46:46] using Harrow or these other platforms to

[46:50] get people's expert opinions on a

[46:52] particular topic, a particular subject,

[46:54] and putting yourself in the mix along

[46:56] with all of them. I've been doing it for

[46:58] years. It's worked even better with the

[47:00] AI AI stuff, AI overviews for now.

[47:04] um advertorials, featured articles,

[47:06] sponsored content, pay to play, why not

[47:09] get yourself out there, tell a story

[47:11] about your brand.

[47:13] So, you're leveraging uh you know the

[47:15] domain authority, you know, usually

[47:16] these these bigger brands, these bigger

[47:18] websites, you're placing your content,

[47:19] these high authority publications,

[47:20] sparking the domain of credibility.

[47:23] You're getting that that trustworthiness

[47:25] just from appearing on those particular

[47:27] topics. I don't care if it's market

[47:29] sponsored. It doesn't doesn't matter to

[47:31] me. I'm getting to tell the message that

[47:33] I want to tell. I'm controlling the

[47:34] message on trusted platforms.

[47:37] Um, so I'm allowed to craft my brand

[47:40] positioning exactly as I want. I can

[47:42] talk about my products, my services,

[47:44] myself in any manner I want. And I'm

[47:46] paying for it. They're letting me do it

[47:47] in that manner. And they're getting

[47:49] crawled because they're on these high

[47:50] authority sites. And I'm getting the

[47:53] backlink and the citation compounding.

[47:55] So, I'm creating these indexable brand

[47:56] mentions on authoritative domains and

[47:59] they reinforce those entity signals

[48:01] across the web. So, do yourself a favor,

[48:04] start sourcing these websites that allow

[48:06] you to do that, that are pay to play,

[48:08] that do allow you um

[48:12] to put an advertorial out there to talk

[48:14] about you and you're controlling the

[48:16] messaging yourself on those high

[48:18] authority platforms.

[48:19] What would be like average price to

[48:20] expect to pay? I mean, I've done it from

[48:23] 20 bucks to 2,000 bucks, depending on

[48:25] what it is.

[48:27] Yep.

[48:29] You can do advertorial style articles on

[48:31] your own, too, as well on your um on

[48:33] your own PBNs, on your own networks. I

[48:34] do I do that, too. You know, I build out

[48:36] these sponsored articles on my own

[48:38] networks. I'm sponsoring myself. But, uh

[48:41] again, I want to get that brand message

[48:43] out there and do it that way. So, if

[48:45] you're too cheap to pay, do it on your

[48:46] own networks. But those bigger platforms

[48:50] are really going to do wonders for you.

[48:52] Uh industry research reports.

[48:55] So

[48:58] these have worked really well recently.

[49:02] These original statistics and findings

[49:03] are giving AI systems the information

[49:05] they can't find elsewhere. So these are

[49:07] unique reports. They're you're creating

[49:09] these ginormous reports 20 30 pages

[49:13] talking about a particular topic,

[49:14] particular subject. I'm using Manis for

[49:17] example just to build these out. You

[49:19] know, I just prompt something into

[49:20] Manis. I want to build out a report

[49:21] about this particular topic, this

[49:23] particular subject. I want to answer

[49:25] these questions in here, these FAQs,

[49:27] these fan uh query fanouts. I want to

[49:30] make sure my brand is injected into the

[49:31] mentions in here. I want to be one of

[49:34] the subject matter experts reported in

[49:36] this particular research report. I

[49:38] literally build out sites that just

[49:40] publish research reports like that in my

[49:42] network. That's all I do. It has

[49:44] published report after report after

[49:46] report kind of like a scaled down

[49:48] version of Pew Research which is just

[49:51] report after report after report. Um

[49:55] these research data reports they get

[49:57] referenced repeatedly. So it's it's an

[49:59] evergreen an evergreen manner building

[50:02] back links getting your name out there

[50:03] getting those AI citations and just

[50:05] doing it over and over again. Like I

[50:07] said, we've all seen them be before

[50:10] those um reports that talk about, you

[50:12] know, the the future of the digital

[50:15] marketing industry for the next five

[50:16] years or something like that. You can be

[50:18] one of the agencies that are listed in

[50:19] those reports with quotes from yourself,

[50:22] answering the uh the PAAs, answering the

[50:26] FAQs under your brand name and spinning

[50:28] it any way you want. So, those have

[50:30] worked really really well for getting

[50:32] quoted. I've seen direct citations

[50:34] coming from these reports into the AI

[50:37] overviews.

[50:39] Um, and then press releases.

[50:43] So,

[50:45] we talked about my love for Google News,

[50:47] my affinity with Google News. This is

[50:50] kind of my take on that moving forward

[50:53] from here. I use traditional press

[50:55] release source to do that, but I also

[50:57] build out my own platforms. Um, I do a

[51:00] lot of WP multi-sight networks now where

[51:04] I build out my own press release

[51:05] network. I have a domain

[51:08] um, for press releases. Each subdomain

[51:11] is a a city specific subdomain or a

[51:14] state specific subdomain or a niche

[51:17] subdomain.

[51:19] Each network can have up to 800

[51:20] different subdomains. So I can publish a

[51:23] press release. It gets syndicated to 800

[51:25] subdomains all at once.

[51:28] and they're all getting indexed even

[51:30] though it's duplicate content. I have

[51:31] press release networks for example that

[51:33] only have 80 press releases on there but

[51:35] they have six 7,000 pages indexed in

[51:38] Google across the entire network and

[51:40] it's all duplicate content. Google loves

[51:41] it. They love the news format. That's

[51:44] why I take advantage of press releases.

[51:46] It's actually my primary way of tier 2

[51:48] link building now using these networks

[51:51] using press releases. every guest post I

[51:54] put out, those research reports I would

[51:56] put out, those interview style articles

[51:57] I would put out, I hit up with a tier 2

[51:59] press release across my networks or a

[52:01] real press release and power it up even

[52:04] more. That press release is going to

[52:06] mimic what's in that that article. So

[52:08] that interview style article, that

[52:09] listical article, it's going to be an

[52:11] overview of that list that's going to

[52:12] mention you again in the press release,

[52:14] get syndicated out across the board. So

[52:17] it's rapid multiplatform indexing,

[52:20] distribution to the newswire,

[52:21] simultaneous brand mentions, dozen of

[52:23] Google news approved sites, blah blah

[52:25] blah. We all know how how great they

[52:27] are. Structured brand information. So

[52:29] obviously your nap information is in

[52:31] there. So you're pushing your nap

[52:32] information AC across all the

[52:34] information

[52:36] and news fresh signals. So the AI

[52:39] platforms

[52:41] um they do prefer more recent content

[52:46] than the um the SEO than the the uh

[52:50] traditional search box do. If you go if

[52:53] you there's been studies showing the

[52:55] it's a much much newer or fresher

[52:59] uh citation source that they're

[53:01] referencing the AI reviews as opposed to

[53:03] search. So they love news. So that's why

[53:06] I love using these. I use them for my

[53:09] tier one press releases and I use them

[53:11] for tier two to power up all those other

[53:13] types of articles that I worry I just

[53:16] talked about uh before. So tier one

[53:19] press releases, tier two press releases,

[53:21] everything's getting pushed out. I'm

[53:24] getting mentioned across all these

[53:25] different types of articles. Then I'm

[53:26] powering them all up with press releases

[53:28] and just doing this over and over and

[53:29] over again. And that's exactly how I'm

[53:32] doing it. So there's nothing else.

[53:35] That's it. You got my on page stack, my

[53:37] off page stack

[53:40] and questions.

[53:43] So that is to the file QR code. You can

[53:46] download the the um the uh slides and

[53:51] then any questions if you want reach out

[53:54] to me.

[53:56] I will give you a link to a uh claw

[54:00] chat. I have an archive chat that

[54:02] describes that custom mind stuff, how I

[54:05] use it and everything else. I will also

[54:07] give you the sample files that I use for

[54:09] the custom header content, the custom

[54:11] footer content, the FAQs, the reviews,

[54:14] and all those different markdown files.

[54:16] I'll send you all those examples as well

[54:18] that you can use too. So

[54:20] reach out to me, hit me up on Facebook.

[54:26] Yeah.

[54:30] Are those Google approved?

[54:32] Um, some of them are. Yeah.

[54:33] Some of them.

[54:34] Yeah.

[54:35] Do you spend those press releases at all

[54:37] or is it just straight?

[54:39] I do both. So I use a plugin that allows

[54:41] me to do it that does allow for spin

[54:42] tax. So if it gets pushed to the

[54:44] different subdomains, it will pull a

[54:46] unique a slightly unique variation of

[54:47] it. or I just syndicate it. Like I said,

[54:50] I haven't seen any problem getting

[54:51] indexed. I have 80 press releases

[54:53] published on a on a network that has um

[54:57] you know, five, six, 7,000 pages across

[54:59] the network indexed in there. And what

[55:01] I'm doing for these these networks is

[55:02] I'm actually taking the sitemap index

[55:04] for every subdomain, pushing into one

[55:06] GSC account. So everything is being

[55:08] forced into there. So I'm just having

[55:10] one GSC account for the entire network

[55:12] and it's indexing over and over again,

[55:13] even with duplicate content.

[55:16] Um, my thoughts on the LS LMS stop text

[55:20] when it first came out was this thing

[55:23] didn't work.

[55:24] And I kept reading reading and reading

[55:27] and reading and then one day I was

[55:31] talking to Van Green and he told me uh

[55:34] he was like, "Well, do you validate your

[55:36] schema?" I like, "Yeah."

[55:39] He's like, "Well, guess what I'm doing?

[55:41] I'm making up schema

[55:44] completely

[55:45] like fake schema won't validate at all

[55:49] and he was manipulating to get his

[55:51] schema to work and he's like listen Sean

[55:53] it's just markdown data

[55:55] y

[55:55] and that's what changed my mind on the

[55:57] LMS text is that I feel like we're

[56:01] beating up on a bit because it's got

[56:03] this name but at the end of the day it's

[56:05] just markdown data and AI are so hungry

[56:08] for that. So whether it's approved by

[56:11] Google or not, it doesn't matter.

[56:13] Everything is eating up so much of this

[56:16] markdown data. It's just Yeah, you have

[56:19] to do this. It's so freaking important.

[56:23] Follow stuff.

[56:27] If you follow any of Ted Kitus' stuff,

[56:29] one of the things he'll first tell you

[56:30] is like it doesn't [ __ ] matter where

[56:32] it is. is readable on the page. Whether

[56:35] it's a hidden dim, whether it's stealth

[56:38] SEO is you heard Ted talk about that. As

[56:41] long as it's on the page, as long as

[56:43] it's parsible, readable,

[56:46] that's all that matters. It can be a

[56:48] markdown file. It can be a text file. As

[56:51] long as you're putting that data on the

[56:53] page where Google can read it and

[56:55] understand, oh, here's this. Here's a

[56:57] semantic triple. Here's who you are,

[57:00] what you do, where you do it. Here's all

[57:01] of this data. It's gonna take that and

[57:04] just kick it right back out.

[57:06] Yep.

[57:06] I'll just say this. I can't publicly

[57:08] show the companies, but I worked with a

[57:10] couple franchises recently and we helped

[57:13] with some stuff. Couldn't get access. So

[57:15] then we were like, well, just [ __ ]

[57:16] add this file, right? Just that. And

[57:18] then the GSC

[57:21] like that [ __ ] works for sure. Don't

[57:23] sleep.

[57:25] Just added the LL text file. Nothing

[57:27] else. The GSC went.

[57:31] So, so one more sneaky trick. Take your

[57:35] LMS text file and bed it [ __ ]

[57:37] everywhere. Throw it on embed network

[57:38] like it would any other file.

[57:40] That shit's a chity. All that and give

[57:42] it to them in the MD file.

[57:44] Yep. That's it.

[57:45] Was there any other questions for Brian?

[57:48] Enjoy.

[57:50] And guys, lunch is outside. you want to

[57:52] grab come in um questions just

[57:56] I'm just curious for the ads part when

[57:59] you were like talking about advertising

[58:00] an article uh are there any in

[58:03] particular that are worth paying for

[58:05] um

[58:07] all the big names that you would

[58:08] normally think of you know kind of the

[58:10] forb style ones I will I'll actually

[58:12] share a um a resource I use if you guys

[58:15] reach out to me hit me up on Facebook

[58:17] I'll give you a link to where I can find

[58:19] these things pretty easily along along

[58:21] with any of the example files and

[58:22] everything else you guys need. Just if

[58:23] you're not friend with me on Facebook,

[58:26] reach out to me.

[58:28] I would also suggest looking at industry

[58:30] publications and getting paid promotion

[58:33] at journals and industry publications

[58:35] like me. I do TCIA industry of America

[58:39] that that type of stuff and you're I'm a

[58:41] paid member because this is a badge on

[58:44] tree hq directory site gives me

[58:46] opportunities and then also do

[58:48] editorials and that kind of stuff. So,

[58:50] industry publications carry a lot of

[58:51] weight.

[58:51] Yes.

[58:52] No doubt.

[58:53] Yes. Very much so. Any other questions

[58:55] for Brian?

[58:56] All right, guys. Give it up for the OG,

[58:58] baby. Come on now.




============================================================
SEO Rockstars 2026: Day 2 - Jim Sabellico
Video: https://www.youtube.com/watch?v=E_XkTNXoM90
============================================================

[00:04] Thank you.

[00:08] All right. So, um, y'all can hear me.

[00:11] Okay, right? Is this not too loud? We're

[00:12] good. Okay. Uh, we're going to talk

[00:14] about the unfair advantage of AI and how

[00:16] you can use it. And I know that AI is a

[00:18] topic very popular for everyone. Um, so

[00:21] we're going to jump into it. Uh, because

[00:23] a lot of you probably came here for some

[00:24] ninja level tricks, some prompts,

[00:26] workflows, automation hacks. Um, but

[00:29] just a fair warning, this is a classic

[00:32] internet marketer bait and switch. This

[00:34] is not going to be the AI that you think

[00:36] it's going to be about. So, you're

[00:38] welcome for that. Um, and the reason why

[00:40] is not because AI doesn't work, but that

[00:42] advantage is temporary and fading.

[00:46] So, everyone in this room has access to

[00:48] these same tools. Um, your competitors

[00:51] have them, your clients have them. U, a

[00:53] lot of you are probably building tools

[00:55] as we speak. But if your strategy is

[00:58] thinking you're going to use AI better

[01:00] than everybody else, that advantage is

[01:03] shrinking every day, right? So, you're

[01:05] going to try and do that, you're going

[01:06] to come out of here with some awesome

[01:07] tips and tricks, and yes, they're

[01:09] awesome. But what I don't want you to do

[01:11] is I don't want you to think that's the

[01:13] only thing you can do because you're

[01:15] going to be back here uh in six, 12

[01:17] months. And yes, obviously, of course,

[01:18] we want you to come back, but we don't

[01:20] want you to turn into an internet

[01:21] marketing junkie where you need your

[01:22] next fix, right? We want you to build

[01:24] something sustainable that's going to

[01:25] stand out.

[01:28] So there is an unfair advantage in all

[01:31] of this. It just doesn't have anything

[01:32] to do with artificial intelligence.

[01:34] Okay? There's a different AI we're going

[01:36] to cover and I'm going to get to that in

[01:37] a minute. But before I talk about that

[01:41] kind of AI, I want to talk about this

[01:44] feeling, right? This feeling you get

[01:45] when you open up your DMs and you see a

[01:47] message that says, "Hello, sir."

[01:51] You know exactly what's going to happen,

[01:53] right? You're going to be sold

[01:53] something. This probably feels really

[01:56] familiar to most of you,

[02:00] but you never get that and you're never

[02:02] like, "Man, I'm so excited. I can't wait

[02:04] to see what this person's going to sell

[02:05] me." You say, "No, delete." You move on.

[02:10] But of course, you know, like any good

[02:12] internet marketer, we're not going away

[02:14] because now they have access to AI and

[02:16] it's getting better every single day.

[02:18] So, you're going to start to get this. I

[02:22] don't know if you've seen this video

[02:23] yet.

[02:25] assuming I can play this here.

[02:29] But now we can start to use AI to change

[02:32] appearances

[02:33] because I guarantee you if you get this

[02:38] Well, pause it.

[02:42] All right. Sorry. If she shows up in

[02:45] your DMs and starts asking you a

[02:46] question, good chance you're going to

[02:48] open that DM up and you're going to

[02:49] answer it. There's also a chance half of

[02:51] you are subscribed to her Only Fans.

[02:53] Okay,

[02:56] just remember who you're talking to.

[02:59] All right. Why? Because marketers ruin

[03:01] everything. Okay. We've used AI to solve

[03:03] a problem and in the process, we've

[03:05] created a much bigger one.

[03:09] So, what is that problem? That problem

[03:11] is trust is at an all-time low. And

[03:13] that's not just in marketing. That's in

[03:15] everything. That's in brands,

[03:16] institutions, it's in the news. It's in

[03:18] everyone trying to be authentic. Now, it

[03:21] obviously didn't start with AI, but what

[03:23] AI is doing is it's making it

[03:25] exponentially worse at a faster rate.

[03:28] Okay? So, how did we get here? We're

[03:30] going to do a little history lesson

[03:32] because if we don't understand how we

[03:34] got here, we're not going to understand

[03:36] how to move forward.

[03:38] So, here's what's coming next. Um, well,

[03:41] let me start back. Here's what's

[03:42] happened and then we'll get to what's

[03:44] coming next. Creation used to be the

[03:46] barrier, right? So, 10 years ago, the

[03:48] question was simple. Can you create

[03:50] content? If you could write, you could

[03:52] design, you could publish, you had an

[03:54] advantage over everyone else who had no

[03:55] idea what to do, right? Creation was

[03:57] hard, distribution was harder. And if

[04:00] you could do both, you won the market.

[04:05] Then scale became the game. So the tools

[04:08] got better. You got access to WordPress,

[04:09] to Canva, to Buffer. You started to

[04:12] automate some stuff.

[04:13] So the question became, can you take

[04:15] that content creation that you can now

[04:17] do a little bit easier and can you do it

[04:19] faster and cheaper? You can do some ift.

[04:21] You can do all these things to get

[04:22] content out faster, right? So you could

[04:24] just publish more, rank more, get more

[04:27] traffic.

[04:29] Then we started gaming quality. Okay, so

[04:32] now that you could do that, then we're

[04:34] trying to figure out how do we get the

[04:35] best stuff out. So we hired writers, we

[04:37] used templates, we got content farms,

[04:40] right? So then the bar for good enough

[04:42] kept dropping lower and lower and now

[04:45] we're trying to catch up to that. We're

[04:46] trying to figure out what is good

[04:47] content, what is helpful stuff. What is

[04:49] actually going to separate signal from

[04:51] noise, right? Because Google wants to

[04:53] show you the right answer, not just the

[04:55] garbage. So I mean that's essentially

[04:58] their goal, right? They want to give

[04:59] users what they want. They want the best

[05:00] answer. How do you get to be the best

[05:02] answer?

[05:04] Then AI showed up and turbocharged

[05:07] everything into the ground. So now you

[05:09] can create a 100 blog posts in an

[05:11] afternoon. You can rewrite your

[05:12] competitor's content. You can create

[05:14] original content that passes plagiarism

[05:16] checks. You can do all this awesome

[05:17] stuff from your phone while you're on

[05:19] the toilet. Right? You could do this now

[05:21] faster than ever before.

[05:24] So here's the present day problem. We've

[05:26] got three separate things that are

[05:28] happening at the same time. Problem

[05:30] number one, trust is collapsing. Okay?

[05:33] People are becoming guarded because they

[05:36] have a hard time telling what is real

[05:37] and what is not. Right? We go back to

[05:39] that video example. I'm sure you've got

[05:41] relatives who say, "Hey, I saw this

[05:42] funny video." And you're like, "Mom,

[05:44] that's AI. Are you how do you not see

[05:46] this?" Right? But people are becoming

[05:48] guarded because they don't understand

[05:50] what is real and what is not. So,

[05:52] they're starting to get a little bit

[05:53] burned out on accepting this content in

[05:56] without understanding is it real or am I

[05:58] going to be an idiot for believing this?

[06:00] And that's not your fault necessarily,

[06:02] but as a marketer, that is now your

[06:04] problem.

[06:07] Problem number two, people are isolated

[06:10] and getting further and further

[06:11] isolated. So people are spending more

[06:14] and more time alone consuming content.

[06:16] And what do they do when they feel

[06:18] isolated and alone? They doom scroll

[06:20] more content, right? They dig that hole

[06:22] deeper and deeper. And people as a

[06:25] society are trusting other people less.

[06:28] And we are consuming more of that

[06:29] content that keeps us isolated because

[06:30] it's the only thing that we can do to

[06:32] kind of fill that void.

[06:37] The economics are changing. Okay, this

[06:39] is the third part. We are now getting

[06:42] faster answers, right? Algorithms are

[06:44] updating to give us AI overviews, uh,

[06:45] right? Different answers that are

[06:47] directly fed to us faster than ever

[06:50] before. Okay, so you're creating some

[06:52] content. Google's now summarizing that

[06:54] content right in the search. A lot of

[06:56] people are getting that, never actually

[06:58] clicking to build zero relationship with

[07:00] you or your client, okay? that they're

[07:03] getting the answer that they searched

[07:04] for and they don't half of them have no

[07:06] idea who the heck you even are. They

[07:08] know that they got their answer they

[07:09] wanted. They can care less who gave it

[07:11] to them.

[07:13] Okay. So, here's what's coming in the

[07:15] next six to seven months. And six to

[07:17] seven for anyone listening, that's for

[07:18] my son. Um, all right. So, here's what I

[07:21] need you to hear. This is the flood.

[07:24] Okay. So, we're I think in this phase

[07:26] right now, this is when tools are even

[07:29] more and more accessible. Again, I'm

[07:30] sure half of you have made a vibecoded

[07:32] tool in the past month. Again, I know

[07:35] some of you are doing literally right

[07:36] now.

[07:38] Every business is going to have access

[07:39] to all of these things if they don't

[07:41] already. Okay? Not because they want to,

[07:44] but because they need to keep up and it

[07:46] becomes this uh kind of constant

[07:47] treadmill where you're where you're just

[07:50] trying to keep up with your competitors.

[07:53] So, the volume of content and the amount

[07:55] of content we're putting out is going to

[07:57] 10x or more. Okay? Okay. And most of it

[07:59] will sound generic and garbage.

[08:04] Algorithms will keep trying to filter

[08:06] out the slop, right? Because algorithms

[08:08] are going to do what they want to do.

[08:08] They want to keep you on the platform,

[08:10] but they still want to provide some

[08:11] value to their shareholders. They want

[08:13] to get those advertising dollars.

[08:15] They're going to try and filter out the

[08:17] garbage to some extent. And that's going

[08:19] to be pretty difficult to do because, as

[08:23] always, marketers ruin everything,

[08:24] right? So, we're going to keep finding

[08:25] ways to game the system because the same

[08:28] AI that's creating the content is the

[08:29] same one that's also learning the

[08:31] filters.

[08:33] So, what happens next? Trust degrades

[08:36] further. Now, we get to the spot where

[08:39] customers stop trusting the algorithms

[08:41] because they don't know what's real. And

[08:43] where do they turn instead? Okay,

[08:45] they're going to start turning to people

[08:47] they already trust,

[08:50] communities that they're a part of, and

[08:52] brands that feel human. Okay, this slide

[08:56] particularly the things right in the

[08:57] middle those three bullet points could

[08:59] be my entire presentation. Okay, so if

[09:01] you can master those three things

[09:04] that's all you need. Okay, because

[09:06] what's happening now in society and this

[09:08] is not a SEO thing specific but this is

[09:11] just exactly what culture is happening

[09:13] to as people.

[09:15] Okay, we are getting increasingly more

[09:17] isolated. Our relationships are getting

[09:20] more and more difficult to maintain. And

[09:22] what happens is when you pick up your

[09:24] phone and you don't know who the heck to

[09:26] trust, you're going to crawl back to

[09:28] someone that you know, right? It's going

[09:30] to go back from when you open up your

[09:31] phone and you scroll on TikTok, you get

[09:32] some random person you never met before

[09:34] giving you information. Now, you're

[09:36] going to start to question, is that

[09:37] person even real? Do I understand who

[09:40] this person is?

[09:41] But you can't fake the funk, right? If

[09:43] you know uh let's say this person who's

[09:46] been creating content for six years, you

[09:48] follow them, you know who they are, you

[09:50] build some level of reputation with them

[09:52] or at least understand who they are,

[09:53] they have a family, they have this or

[09:54] that, you can start to believe them a

[09:56] little bit more because you know that

[09:57] they're a real person, right? There's

[09:59] some community behind it.

[10:01] So that brings me to the only moat left

[10:05] and that is not traffic. It is trust.

[10:08] Okay? Because all of you are awesome at

[10:10] SEO. This is not news. Rankings are

[10:13] easier to accomplish than reputation.

[10:16] Okay? Reputation is a difficult thing to

[10:17] do. It takes a lot of work. There are

[10:19] not a lot of ninja level tricks I can

[10:21] give you for reputation other than to be

[10:23] your freaking self and don't be afraid

[10:25] to share your story. Okay? But if you

[10:27] can master reputation,

[10:29] you will have an unfair advantage of

[10:31] everybody else.

[10:34] So this is the problem. You can't fake

[10:37] relationships at scale and you can't

[10:39] automate trust.

[10:40] Okay. And that's where we get into the

[10:42] problem part. So, how do we fix it?

[10:45] Okay. How do you build trust at scale

[10:48] without losing what makes you human? I'm

[10:51] going to tell you, but first we're going

[10:52] to talk about cake. Okay. I know that

[10:55] sounds weird. Weird transition, but cake

[10:57] is important to us. October 29th, 2019.

[11:01] Okay, we're going to do a little story

[11:03] time.

[11:05] I was at the time um working at my

[11:10] agency. I have a digital agency. We do

[11:11] website design primarily.

[11:14] I would leave for work 3, four o'clock

[11:16] in the morning and I would take my phone

[11:18] out and videotape the road in front of

[11:20] me as I'm driving to work to show how

[11:23] awesome I am. Post it on Instagram story

[11:25] and tag the time to show that I was

[11:27] working harder than everybody else. So,

[11:29] I'm leaving the house 3 4:00 in the

[11:31] morning. I get home 7 8 o'clock at

[11:34] night, kiss the kids, go to bed, do it

[11:37] again, right? Because it's all about

[11:38] that hustle and grind. And you got to be

[11:40] successful.

[11:42] To me, I thought that was success,

[11:43] right? The success is like you want the

[11:45] most money, you want the nicest cars,

[11:47] the nicest house, you want to have all

[11:48] this awesome stuff. I accomplished it,

[11:51] okay? Had the beautiful house, nice car,

[11:55] everything you could possibly ask for.

[11:57] Any toy you could possibly ever want.

[11:58] Did that till this day. Okay. Okay.

[12:02] October 29th, 2019 is my son's sixth

[12:05] birthday.

[12:08] I came home to that.

[12:12] That is a half eaten birthday cake that

[12:15] I didn't get to see the first half.

[12:17] Okay.

[12:18] 8:45 at night. Park my car in the

[12:21] driveway. I come into my house

[12:24] and I'm like, "Hey, let's sing happy

[12:25] birthday." And my wife puts down this

[12:27] cake and she's not really in the mood to

[12:30] talk to me because she's been dealing

[12:32] with his friends over all day.

[12:34] She's frustrated. I'm like, "Hey, dad's

[12:38] home. Who's not excited for dad to be

[12:39] home? Let's sing happy birthday."

[12:42] Drops a half a cake on the table.

[12:48] In that moment, success,

[12:51] the bank account, the cars, the whatever

[12:54] you could possibly want, doesn't matter.

[12:57] Okay? I was in the worst shape of my

[12:59] life. 150 lbs heavier. Literally on the

[13:01] brink of divorce. My wife filled out the

[13:02] papers. Just hadn't submitted them yet.

[13:04] Didn't really know my kids.

[13:07] But I was successful. I had everything.

[13:11] I had nothing. Okay? I had no

[13:15] relationships at all. Barely knew

[13:17] myself.

[13:18] Now, I know that's a really weird

[13:20] tangent to go down,

[13:23] but I want to ask you a question because

[13:25] I feel like something happened in this

[13:27] room. You look at me different.

[13:31] Not because I became more credible, but

[13:34] because I just became more real for you.

[13:36] You might have seen yourself in that.

[13:38] You might be thinking, "Man, I'm at this

[13:40] conference in Dallas, Texas. What's

[13:41] going on in my house right now?"

[13:44] You might be thinking, "Hey, when I get

[13:45] home from this conference, I'm going to

[13:47] get all these awesome tools and tricks.

[13:49] I'm going to go do X, Y, and Z."

[13:52] And I want you to also think when you

[13:54] walk in your house,

[13:56] how you coming home to

[14:00] I want you to think about, am I really

[14:01] successful?

[14:03] Am I actually owning my story and

[14:05] telling who I am? Not just for me, my

[14:08] agency, but for my clients. Because

[14:10] you're not doing rankings necessarily

[14:12] just to boost their bottom line, right?

[14:14] Are you? No. You're trying to get them

[14:16] more business so they could feed their

[14:17] kids so they can spend more time with

[14:19] their family so they don't have to

[14:20] hustle and grind at 3:00 in the morning.

[14:22] This is not about rankings, guys. This

[14:24] is about reputation.

[14:26] That is the version of AI. I want you

[14:28] guys to understand authenticity and

[14:31] intentionality.

[14:34] This is your new definition of AI.

[14:37] Because as we are walking down this

[14:39] path,

[14:40] as everyone gets access to these tools,

[14:43] that is the only thing that's going to

[14:45] stand out. If you can understand who you

[14:48] are, what makes you unique, right? All

[14:51] of that stuff is only accessible to you.

[14:54] Can't be faked.

[14:58] And here's where it comes unfair. Okay?

[15:00] When a brand stops acting like a brand

[15:02] and starts focusing on building

[15:04] relationships,

[15:06] they build unbreakable bonds.

[15:07] Unbreakable bonds will not be affected

[15:09] by algorithm updates. They will not be

[15:11] affected by differences in technology.

[15:14] People are loyal to relationships that

[15:18] they can trust. Okay, that is the

[15:20] difference between traffic and trust.

[15:22] Traffic is someone who clicks. Trust is

[15:25] someone who sees themselves in you.

[15:29] Why is this important? Because people

[15:31] have four basic needs. Okay, this is a

[15:33] big part of my personal life philosophy

[15:35] and I want to share with you. People

[15:37] want to feel

[15:40] loved, appreciated, seen and heard.

[15:42] Okay, we abbreviate that as lash.

[15:48] But if you remember that part that what

[15:50] you're trying to do is you're trying to

[15:51] get the person on the other side of that

[15:53] relationship to feel those four things.

[15:56] And I don't know if any of you have

[15:57] kids. I want to give you a good example

[15:58] of like how I relate this. Um, over the

[16:02] summer, my daughter is standing out by

[16:04] the by the pool and on the diving board

[16:06] and she says, "Hey, Dad, watch this

[16:08] jump." And she jumps off the diving

[16:10] board into the pool. And what do you

[16:12] think the first thing she did when she

[16:14] got up out of the water is?

[16:19] She wants to be seen, right? We are all

[16:22] just kids, guys. We are just grown-up

[16:24] kids. We have the same needs. We just

[16:26] want to feel loved, appreciated, seen,

[16:27] and heard.

[16:29] Great content used to do this. Okay? It

[16:32] used to be that content because it was

[16:33] difficult to make, put a lot of effort

[16:35] into it, used to make us feel seen, but

[16:38] now what's happening is the garbage that

[16:40] we put out has no soul left in it. So,

[16:44] yeah, it's getting seen, it's getting

[16:46] views, but it's not connecting. It's not

[16:48] building relationship.

[16:51] So, what I did just now in this room is

[16:53] a great example of something that works

[16:55] one-on-one, right? But your job is not

[16:58] really to do that oneonone because we're

[17:00] marketers and we don't get paid to

[17:02] connect one. We get paid to get do it at

[17:04] scale.

[17:06] So, how do you do it at scale? Right?

[17:08] That's the thing that we're trying to

[17:09] get to.

[17:11] Authenticity and intentionality. And

[17:13] that's a slide. I have no idea why it's

[17:15] there because I made this on the plane

[17:16] on the way here. But let's reinforce

[17:18] that.

[17:20] Authenticity is your story. It's what

[17:21] shaped you. It's what you survived. It's

[17:23] what you learned. But it's not

[17:24] oversharing.

[17:26] Okay? It's just being you. It's being

[17:28] the same version of you that's at home,

[17:29] that's at work, that's with your

[17:31] clients. It's with everybody else. Okay?

[17:33] It's understanding the core values. It's

[17:35] what you believe because of what you

[17:37] lived. It's what you refuse to do, and

[17:39] it's what you want to do. And it's

[17:40] owning that freaking thing every single

[17:41] day. And showing up as that same version

[17:43] of you no matter where you go.

[17:49] Your intentionality is your future.

[17:51] Okay? If you think about it, like your

[17:52] authenticity is your past. Your

[17:54] intentionality is your future. It's how

[17:56] are you using this day that was given to

[17:57] you. Okay? How do you show up on

[17:59] purpose? Not just wandering through the

[18:01] day, but like what are you doing with

[18:03] this next intentional amount of time

[18:04] that you get?

[18:06] What are you going to say? What

[18:07] relationships you going to build? What

[18:10] are you going to do with the fact that

[18:11] you're freaking here right now missing

[18:12] out on something else? Are you going to

[18:14] make it worth it? or you're just going

[18:16] to take this information and just go

[18:17] back to your normal life and forget to

[18:19] actually apply it. But you're

[18:21] sacrificing a portion of your time to be

[18:23] here to learn this information. I cannot

[18:25] stress enough the importance of actually

[18:27] going home and using it.

[18:31] I don't like God forbid, okay? But there

[18:34] is a chance I might not make it home

[18:35] from this conference.

[18:38] I don't take that lightly. I know if I'm

[18:41] coming here to share this information, I

[18:42] want you guys to take that same level of

[18:44] intensity and understand it freaking

[18:46] matters

[18:48] because authenticity and intentionally

[18:51] uh try that again. Authenticity and

[18:53] intentionality will always beat skill.

[18:57] Okay, I want to share an example.

[19:00] These two people,

[19:03] you probably don't think skill as your

[19:05] first thought,

[19:09] okay? But let's talk about this. These

[19:12] are people who have quite visibly

[19:14] crashed out. Okay, we have seen a lot of

[19:17] information about these people online

[19:20] all their dirty laundry. You've seen

[19:22] some maybe a little bit more. Let's look

[19:23] at Kanye first. Kanye shot probably one

[19:27] of the worst looking ads in history on

[19:28] his phone. Sold $19 million of this

[19:33] shoe. Okay, this is the shoe that he

[19:35] sold $19 million of in 24 hours.

[19:39] very unfiltered. That's his

[19:41] authenticity.

[19:43] But he deliberately leaned into, hey,

[19:45] this is me. I know I'm a hot mess. I'm

[19:47] just going to go tell you to buy my

[19:48] shoes. He literally tells you just go to

[19:49] his website and buy a pair of shoes.

[19:53] Then we've got Kim, okay, who turned a

[19:55] sex tape scandal into a $ 1.7 billion

[19:59] empire with zero traditional business

[20:01] skills. Okay, everyone's seen that.

[20:04] Maybe some you haven't, but at least you

[20:07] know about it. Okay, so we're going to

[20:09] talk again about like not a lot of skill

[20:11] here, but yes, you're owning your story

[20:13] and you're using that now with purpose.

[20:15] Okay, so how do you actually do this?

[20:21] Number one is identity. Okay, to

[20:23] understand who you are because you

[20:26] cannot scale what you have not defined.

[20:31] You can't be you at scale if you don't

[20:33] know who you is. Okay? And this goes for

[20:36] you as a person, goes for you as an

[20:38] agency, it goes for you for your

[20:40] clients. Okay? And this is a question

[20:41] you should be asking your clients as

[20:43] well.

[20:45] Most people just think, hey, what should

[20:47] we write about? What keywords should we

[20:49] target? How many posts are we going to

[20:50] put out per week? Way deeper than that.

[20:53] Okay. What you got to look at is

[20:56] understanding who you are. Okay? So,

[20:58] we're starting with where did you come

[21:00] from? What shaped you? What broke you?

[21:02] Okay, what did you survive that gave you

[21:03] a perspective nobody else has? You could

[21:06] read the questions, but the point is

[21:08] it's who are you at the root? Okay, for

[21:11] me, yes, I have 25 years of business

[21:14] experience. I went through that story

[21:16] with my family. Okay, so for me, when

[21:18] I'm talking to somebody, we want to talk

[21:20] about, hey, how do you balance being a

[21:22] successful in the business world and

[21:24] successful at home? How do you show up

[21:27] as a dad? How do you show up and do all

[21:30] of these things? I could talk about

[21:32] that. You can go ask me any question you

[21:34] want. You could look on my social media.

[21:35] You could read my book. It's who I am.

[21:38] Okay? I am authentically that and I live

[21:40] it. It's a mess. It's not fun to share

[21:42] with people on the internet that you

[21:44] were on the brink of divorce that you

[21:45] had all this ugly stuff.

[21:47] Okay? But that's who you are. Nobody

[21:50] else can fake that.

[21:53] They need to get intentional. Okay? What

[21:55] do you want to be known for? And that's

[21:57] again same thing here. What is your

[22:00] identity? And who are you going to live

[22:01] it out? Not just you are a landscaper.

[22:04] Not just you're a dentist. What do you

[22:06] actually do? Oh, you help people get

[22:09] veneers so they have confidence. So then

[22:11] they can go talk to people and have a

[22:12] life because it happened to you. Okay.

[22:15] So now you're a dentist who has a story.

[22:17] Now people relate to you because they

[22:19] understand that. It's not just you're

[22:21] selling dentistry work. You're now

[22:23] selling confidence. you're selling, hey,

[22:25] this guy did whatever. Okay, it's all

[22:28] about the relationship and the the

[22:29] longer term about the human emotion and

[22:31] connection part because that's where AI

[22:34] gets unfair. Okay, when you lean into

[22:37] this, you don't generate slop and put it

[22:39] out there because it ranks. And no

[22:41] offense to anyone who's given AI

[22:43] techniques and whatever else to create

[22:44] more content, my personal style, you got

[22:47] to amplify your voice, not project

[22:50] somebody else's.

[22:53] But we are marketers and we still just

[22:56] want ninja tricks. So I'm going to give

[22:59] you one here. Use brandkit.com is a

[23:03] website. Okay. And this is a tool that I

[23:05] made personally. And can I get to the

[23:08] internet from here? Yes.

[23:13] So I want to take you through this.

[23:24] So uh you can't even see my screen. What

[23:27] screen are we sharing here?

[23:33] No, we're on a different desktop.

[23:38] Here

[23:44] we go. I got it.

[23:45] Okay.

[23:45] Actually, you know what? I use a

[23:46] computer. Contrary to belief,

[23:49] I get paid to do this.

[23:52] Just can't see a damn thing over here.

[23:54] Um, lost my mouse. Here we are.

[23:58] Trying to make it larger.

[23:59] Yeah, I just lost the mouse.

[24:04] Okay. So, I am not selling this, by the

[24:07] way. This is for sale, but I'm giving it

[24:08] to you guys for free.

[24:10] All right.

[24:11] So, there you go. Bonus for you.

[24:12] Thank you.

[24:13] Thank you, J.

[24:14] You're welcome.

[24:18] Let me just log in and I'm going to show

[24:20] you exactly what this does because it is

[24:21] one of the coolest things I've ever

[24:22] built.

[24:26] No, no.

[24:29] All right. So, here's what BrandKit is.

[24:31] BrandKit is a way to take all the stuff

[24:33] that I just talked about and do it at

[24:35] scale for a business. So, this is my

[24:39] account and obviously I've already set

[24:41] up my account. If you log in, it's going

[24:43] to walk you through all of this. Super

[24:44] simple. But what this gives you is a

[24:47] complete understanding of who you are as

[24:49] a brand, of what your guiding principles

[24:51] are, of how do we scale this here? Um,

[24:54] what your north star is, right? The one

[24:56] direction your company is going to, your

[24:58] about us story, your core values. Okay?

[25:00] Everything about you as a business lives

[25:03] here. Okay? And you also get a nice

[25:05] sharable link with this. If you need to

[25:07] give it to web designer or content

[25:10] editor, whatever else, you can give them

[25:11] a link. They get access to all this

[25:13] information. Okay? It's your logos, it

[25:16] is your colors, it's your fonts,

[25:19] everything about you as a business, what

[25:21] you should talk about, your content

[25:22] pillars, how much you should talk about

[25:24] them. Like all of this information is

[25:25] here

[25:27] and you can play with it. Now, the fun

[25:29] part for me, because we like fun stuff,

[25:32] is when you walk through this initially

[25:34] setting up your account, it's going to

[25:37] do most of the work for you because

[25:38] again, we like tricks and we're usually

[25:40] super lazy. Um, if you have a website,

[25:43] you're going to drop your website in. It

[25:44] is going to scan your website and pull

[25:46] in as much information for you already.

[25:49] Uh, that's super helpful. Your core

[25:52] value is a north star. It's going to ask

[25:54] you five to eight questions. It's going

[25:56] to understand that about you. Okay? and

[25:57] every one builds on top of the next one.

[26:00] So, you're going to go through this.

[26:01] It's going to take you maybe 10 minutes

[26:02] to set this up. Once you're done, you

[26:05] will have a complete and thorough

[26:07] understanding of who you are as a brand.

[26:09] Again, you can use this for yourself.

[26:10] You can use this for your clients. I

[26:12] don't care. Have fun with it. Um, other

[26:15] fun stuff to do. Okay. In voice and

[26:18] tone, okay, this section when we talk

[26:21] about writing content as the brand in

[26:23] your brand voice, most of us say this,

[26:24] we have no idea how to actually do it.

[26:27] What I've done, this is an AI chat tool.

[26:29] When you set this up the first time, you

[26:31] are going to talk to this AI. It's going

[26:33] to ask you some questions. You're going

[26:34] to have a conversation. It's going to

[26:36] take you about four four maybe five

[26:38] minutes. You're not filling out like,

[26:40] oh, this is what I want to sound like.

[26:42] You just talk, okay? Super simple. It's

[26:44] going to ask you some questions. You're

[26:45] going to just respond back like a

[26:47] conversation. We'll fill all of this out

[26:49] for you. And if you want to change it,

[26:50] you could do that. Now, where does this

[26:53] get fun? Okay, a couple things. Number

[26:55] one is in the content hub. Content hub

[26:57] is a place that you can go to create

[26:59] content. Also, all of your content that

[27:02] you create will live here. And you can

[27:03] also upload content you've already made.

[27:05] That is books, PDFs, documents, images,

[27:08] whatever else you want. You can dump it

[27:09] in here. This will learn from everything

[27:12] that you've already made. Okay? So, it

[27:14] will continue to refine your exact voice

[27:16] and understand exactly who you are. More

[27:18] content to you. If you want to build

[27:20] content, you're going to go in here,

[27:22] create what type of content you want to

[27:24] create. We're going to create a blog

[27:26] post. Okay? It already knows your

[27:27] content pillars and how much you want to

[27:29] use because we set that information

[27:30] before.

[27:33] Generate some topics for you.

[27:43] And what it's doing right now is it's

[27:44] looking through your custom avatars,

[27:46] which is an awesome thing. I'll show you

[27:47] in a second. But it's going to give you

[27:48] some topics you can do, right? Let's do

[27:50] this one. If you want to jump in and

[27:52] drop in your keywords, um, you can do

[27:55] that, too. And you can generate it.

[27:57] Okay? So, it'll start creating content

[27:58] for you. Point is, you guys know how to

[28:01] create content. You've done it a ton. If

[28:03] you want to do it here in your brand

[28:04] voice for your customer, super easy to

[28:06] do. And again, continuously learns from

[28:09] everything you have in here. So, it gets

[28:10] better the more you use it. Now, I

[28:12] forgot to show you this part, which is

[28:13] one of my favorites. We have customer

[28:16] avatars.

[28:18] Uh those are somewhere here in the

[28:19] audience. Okay, your customer avatar, if

[28:22] you're not familiar, is who you're

[28:24] actually selling to, who you're speaking

[28:25] to. So, what we do with this is we take

[28:28] all this information that we've learned

[28:30] and we create actual avatars. See? So,

[28:34] down here, uh we've created Cassandra,

[28:37] we've got Evelyn, we've got Meera, we've

[28:38] got Lena. Now, these are people who have

[28:41] a full and complete profile in this

[28:43] tool. We understand their age, their

[28:46] gender, their location, their marital

[28:47] status, their income bracket, their

[28:48] hobbies, etc. Okay, so there is a

[28:51] ridiculous ton of research on the back

[28:52] end of this that goes into creating

[28:53] this. We understand their media

[28:54] consumption habits, what happens in

[28:56] their typical day, their weekend

[28:57] activities, how much they use social

[28:59] media, what social media they use, what

[29:00] their dreams are, what their fears are,

[29:02] what their wants are, what their needs

[29:03] are. All that information lives in here.

[29:05] Okay? So when you're building content,

[29:07] you are speaking to this person. Okay?

[29:10] Because most of us create content for

[29:12] the internet.

[29:14] You don't want to do that. You want to

[29:17] create content for Cassandra.

[29:19] So when Cassandra reads this article,

[29:21] she knows it's written for her. I know

[29:23] that's not my wife because she spells

[29:24] her with one s just to be clear. I know

[29:28] Chris is laughing at me back there.

[29:33] Okay, so that's one. Next one is

[29:36] intelligence. Okay, this one is one of

[29:39] my favorite things. Um, let me just

[29:41] refresh this page real quick.

[29:45] So, in the intelligence panel, this

[29:48] might look familiar, like a little Slack

[29:49] channel. What you can do in here is have

[29:53] Slack type conversations with these

[29:57] quote unquote people. Okay, so this

[30:00] first one, the funnel builder is

[30:02] inspired by and for legal reasons, this

[30:04] is inspired by is the technical term,

[30:07] Russell Brunson. Now, it is trained on

[30:10] hundreds of hours of video and courses

[30:13] and books, all this stuff. So, I've gone

[30:15] ahead and created I think there's about

[30:17] nine different people in here that you

[30:19] can use as resources that have a

[30:22] knowledge base of all of that

[30:24] information. Okay, so this was designed

[30:26] to be as if you had personal one-on-one

[30:29] access to those those minds. Okay, so

[30:31] there's

[30:33] uh Russell Brunson. This is Andy

[30:35] Purcella. This is Alex Hermoszi.

[30:38] Uh this is John Maxwell. Ben is our

[30:41] actual internal brand strategist. He's

[30:43] our brand engine. That's where Ben comes

[30:45] from. So that one's based on me. Uh, the

[30:47] product innovator is Sarah Blakeley,

[30:50] Patrick Bad, David, um, David Green, and

[30:53] there's more we can go through, but you

[30:55] can go and have these one-on-one

[30:57] conversations with these leaders, these

[30:59] people, these experts, and ask them a

[31:01] question, and they will answer you, and

[31:02] they will have access to all that other

[31:04] stuff that's in your brand kit. Okay.

[31:07] Also, for fun, because why not, you can

[31:10] make groups. Okay. Okay, so you can make

[31:12] group chats with these people in here

[31:16] and they will reply to each other. Okay,

[31:18] I know this sounds super crazy,

[31:22] but you can create these group chats.

[31:24] Okay, so I had one for Black Friday sale

[31:28] and I'm sure there's a lot of weird

[31:29] testing stuff in here, but you can build

[31:31] stuff and you can you can at message

[31:34] them, you can ask them questions. They

[31:35] will jump in and contradict each other

[31:36] when they need to. But you can have

[31:38] these conversations with these levels of

[31:40] experts right in here if you want to

[31:42] talk about your brand. And again, they

[31:43] will understand exactly everything your

[31:45] brand does. Okay. There's also a

[31:48] playground

[31:50] for more tools. I'm not going to go

[31:52] through each one of these individually

[31:53] because I don't want to take up too much

[31:54] time. There's one thing called say it

[31:56] simply which helps you explain what your

[31:58] brand does for Cassandra. Hey, I don't

[32:01] sell websites. I do X, Y, and Z. Right?

[32:02] So, you want to understand it in their

[32:03] language.

[32:05] Um, speaking to one again helps you kind

[32:07] of synthesize exactly what you do and

[32:09] helps to make it really super easy for

[32:11] that communication aspect. Um, Gorilla

[32:13] Marketing helps you kind of create

[32:14] concepts. Super fun. Um, really push

[32:17] button. If you jump in here, um, I have

[32:19] not set it up on this account, so never

[32:21] mind. Um, you basically select one of

[32:23] your products. You say, "Hey, I want to

[32:24] do a gorilla level marketing campaign

[32:26] for this product." Boom. It will come up

[32:28] with ideas for you. Um, it'll know

[32:30] exactly again your content, know your

[32:32] audience, and give you some ideas to get

[32:33] in front of those people for cheap or

[32:35] free ways to do it. Um, crisis

[32:37] management. Hey, if you have a problem,

[32:39] you drop in your problem right here.

[32:40] It's going to tell you exactly what to

[32:42] do uh, as a brand to respond to it. Your

[32:45] decision scale, you're going to drop in,

[32:46] hey, this is a thing I'm thinking about

[32:48] doing for my business. Which one should

[32:49] we do? It'll weigh it out. Okay. There's

[32:51] a ton of different tools in here. Um,

[32:54] couple of them that I love in

[32:55] particular, the problem to profit map.

[32:58] this one because we all like making

[32:59] money, right? Um, what this is going to

[33:01] do is it's gonna again understand your

[33:03] customers because we know everything

[33:05] about them.

[33:06] You push one button in here. This one I

[33:09] know works. This was set up in this

[33:10] account. It's going to help you come up

[33:12] with different ideas in your industry

[33:15] that you can do. Okay. So, it'll come up

[33:18] with very literally push button. Come

[33:20] over here, push a button. Wait, this

[33:22] takes a few minutes. I'm not going to do

[33:23] it right now. Um, it's going to give you

[33:26] literally a full in-depth example of,

[33:28] hey, here's a thing you can try in your

[33:30] business that you haven't tried yet,

[33:32] maybe it'll work. Okay, so how you can

[33:33] take your business, get in front of your

[33:35] customer.

[33:39] Uh, the last one is a um, where else go?

[33:44] Virtual focus group. I don't know if

[33:45] you've ever done a focus group work

[33:47] stuff.

[33:48] So, what this does, um, this allows you

[33:51] to get in a virtual focus group with

[33:52] your avatars, the customers that in your

[33:54] group. Okay? So, you're going to go

[33:56] ahead in here and you're going to say,

[33:58] "Hey, we are thinking about doing

[34:01] whatever." Okay? So, my original thing

[34:02] was thinking about offering subscription

[34:04] website design. Okay? And I think I put

[34:07] in some pretty minimal details. Um, I

[34:10] don't know where I showed that. Okay.

[34:12] Right here. Literally two sentences.

[34:16] So, this gave me an executive summary

[34:17] based on that. And what it did is it

[34:19] went out and it went to each one of

[34:20] these avatars that we created in our

[34:22] tool. It now understands their likes,

[34:25] their dislikes, and their comments.

[34:27] So, you're basically testing this in

[34:29] real time from your pajamas. If you have

[34:30] an idea you want to do, you're thinking

[34:32] about making a change, you're thinking

[34:33] about modifying something, you're

[34:34] thinking about doing something else,

[34:37] let's find out, right? Let's not waste

[34:39] time and money and run ads and do all

[34:41] this stuff. Let's at least first find

[34:43] out, hey, what is the actual consensus

[34:45] here? Is this a terrible idea or not? If

[34:47] you want, let's say you got some

[34:48] feedback from Talia over here who says,

[34:51] hey, a four-year minimum contract can

[34:53] feel restrictive for clients. Okay, bet.

[34:55] So now let's go into the chat and you

[34:58] can pick out Ital Talia from the list

[35:02] and you can say

[35:07] what kind of contract

[35:10] would be best for you to say yes today.

[35:16] Okay. And Talia will reply.

[35:22] Okay. So, she likes the one-year

[35:24] contract at $60 per month. That would be

[35:25] the most appealing option for me. Okay.

[35:27] So, you can go and have conversations.

[35:28] Again, I know it's kind of weird. We

[35:29] talked about not to spend too much time

[35:30] with AI, but like this is this is the

[35:33] thing you should do. Okay. This is your

[35:34] research part because then you can go

[35:36] out and spend more time with actual

[35:38] people and serve them in the real world.

[35:41] Okay? So, again, um use brandkit.com. I

[35:45] am not well, I am selling this. I'm not

[35:46] selling it to you. Okay? So, if you go

[35:48] in here and you want to use this, create

[35:50] an account. It is free to create an

[35:52] account. Okay? Okay, when you create an

[35:53] account, you're going to be limited from

[35:54] doing some of the advanced stuff unless

[35:56] you pay. Do not pay. Shoot us a message.

[35:59] I'll upgrade your account for free. Um,

[36:01] so literally just please send me a

[36:03] message. Do not pay me. This is not for

[36:05] being paid. This is not a pitch. Okay?

[36:07] Use this for yourself. Use it for your

[36:09] clients. Use it and by all freaking

[36:12] means. Get home and have a whole

[36:15] freaking cake there when you do. I'm

[36:17] done.

[36:27] How do you get in contact with you, Jim?

[36:29] It's a good question. Um, I am literally

[36:31] the only Jim Spelico in the world. Um,

[36:33] so if you look up Jim Spelco and I think

[36:35] you guys are good with the internet. Um,

[36:36] you should be able to find me.

[36:38] All right. I saw a couple hand th

[36:43] I get that this is this is all for our

[36:46] world. So let's say for example um a a

[36:52] client has

[36:54] a leadership team.

[36:58] Do you want like would you suggest for

[37:02] an agency to resell it to a client or

[37:05] suggest a client go in or just like an

[37:06] agency use it to give information and

[37:09] strategy to the client with them being

[37:11] blind to this?

[37:13] Um

[37:15] blind to this. Yeah. assume power.

[37:17] I I mean for me if I were the agency

[37:19] owner I would not charge I mean I would

[37:21] not give this to the client.

[37:23] You can give them the first part um the

[37:25] brand kit

[37:27] because you can give them a link to see

[37:29] this part like as part of your

[37:31] deliverables. You can give them a link

[37:33] um up here as a share link. Okay. You

[37:38] can turn this on or off if you want

[37:39] public sharing. You can give them this

[37:40] link. Um it's a good question. I didn't

[37:43] really think about making a white label

[37:45] link. If you want to make a white label

[37:46] link, we can add a custom domain to

[37:48] this. If that's the thing that people

[37:49] want, I'll certainly do it.

[37:50] Yeah, could you? Because I

[37:52] because then you can

[37:53] I'm not giving none of that. I'll give

[37:55] away one free of them and the rest

[37:57] that's monetization. He said, "Thank

[37:59] you, brother." Right. I didn't know you

[38:00] was going to do that. This is a whole

[38:02] way to just make a whole bunch of more

[38:04] revenue. Right.

[38:05] Can you um

[38:07] can you create one for multiple clients?

[38:11] So, as of right now, and again, I didn't

[38:14] really know I was doing this until

[38:15] recently, so I was not super prepared to

[38:18] do this. As of right now, there is no

[38:20] quoteunquote agency level login for

[38:22] this. It's really meant for one-on-one.

[38:24] But what I could do is I could certainly

[38:25] make an agency level login. So, you can

[38:27] come in here as an agency owner and just

[38:28] click through different brands. So, then

[38:30] you can manage them all in one. So, I

[38:32] will certainly do that as well.

[38:33] Wow. Thanks. Okay, guys. Thanks.

[38:36] Of course.

[38:37] That's a couple more hours in the hour.

[38:42] Other questions.

[38:44] Hey Jim, thank you for this. And just to

[38:47] give you some context, guys, like

[38:50] culture in a tool like all marketing

[38:53] history in a tool. So that's amazing. If

[38:56] you don't have an idea about focus

[38:58] group, the thousands of dollars spent on

[39:01] focus group is so expensive. And thank

[39:03] you so much, Jim.

[39:05] I'm not sure how how I monetize this,

[39:08] but

[39:08] it's amazing. I could Hey, you have to

[39:10] clearly see a couple ways in the n

[39:12] you're in how to use this to uh

[39:14] monetize. Uh any anybody had any

[39:17] questions?

[39:18] Nope. All right, guys.

[39:20] How about the the avatars?

[39:21] Wait, wait, wait.

[39:23] Who creates the avatars? Is that

[39:25] something that that

[39:26] you do user would sit down and create

[39:29] and think about?

[39:30] No, you wouldn't think about it. Okay.

[39:32] So again, I like being with my family. I

[39:34] do not want to spend time doing this.

[39:36] Okay? So again, I love you all. When I

[39:38] leave here, I'm going with my family.

[39:39] We're going to get some barbecue. They

[39:40] came with me. Okay? That's part of this

[39:42] like nocake thing. We do it and we do it

[39:44] right. I don't want to spend time doing

[39:46] this. I don't want you to spend time

[39:47] doing this. So do you want to make one

[39:48] right now? Literally, you go down here,

[39:51] hit add another avatar, and you go do

[39:54] something else.

[39:55] Yeah, but how do they know

[39:58] what my avatar would be?

[40:00] Good question. So, we already agreed on

[40:02] we understand what your brand is.

[40:04] Okay, I don't want to click out of this.

[40:06] I'll ruin this part,

[40:07] but we know your brand.

[40:09] We know your core values. We know your

[40:11] services. We know everything else about

[40:12] it.

[40:13] Okay, so now I go out and I pull, hey,

[40:14] who is exactly this person, right? There

[40:16] are, yes, a couple APIs. We actually do

[40:18] pull some actual information. This is

[40:19] not just out of my ass. Like, then we go

[40:22] and we look at, all right, cool. Which

[40:23] one of these sounds most familiar to

[40:24] you? Okay. Is it the ambitious remote

[40:26] working millennial? Okay, you can click

[40:29] a couple buttons. I'm not going to make

[40:30] this too hard, right? Busy working

[40:32] parent pursuing entrepreneurial growth.

[40:34] Yep, 100%. That's me. Okay, continue.

[40:38] Now, we're going to go out and really

[40:40] fine-tune that. Okay, we'll give them

[40:42] the name. We'll give them the location.

[40:44] In case you're curious, if you have a

[40:45] location specific business, a dentist

[40:46] office, whatever. The location of this

[40:48] avatar will be the location of your

[40:50] business. So, I'm not giving the avatar

[40:51] information for someone who lives in

[40:52] Florida and plays in Florida but

[40:54] actually lives in Texas, right? So the

[40:57] then we go through and we get again all

[40:59] the information, right? What what's

[41:00] their free time? Nina starts her day at

[41:02] 6:30 in the morning, have a quick

[41:03] workout before getting our kids ready

[41:04] for school. Like we know everything

[41:06] about this customer at this point. So

[41:08] when you're writing your content, you're

[41:10] speaking to Nina

[41:13] personas, yo, like you know what I mean?

[41:16] Know your customer avatar. like you know

[41:18] stuff as usual box be talking about the

[41:20] CTR manipulation you know like this is a

[41:23] beautiful way we do have ugly Google

[41:26] sheets that create the personas so that

[41:28] each way each journey we mimic right is

[41:32] really unique unique unique because it's

[41:34] based off this yo Jim thank you bro

[41:37] because I'm take this and use them

[41:38] profiles you know outside of here and

[41:41] matter of fact let me give [ __ ] props

[41:43] and where I really learned personas from

[41:46] Instagram world and all that and Brad

[41:49] defe cuz when you bought a IFT

[41:51] syndication ring, right, unless you was

[41:53] broke and not trying to spend the money,

[41:55] you got the three tier at least, right?

[41:57] The brand and then two what? Personas.

[42:01] Ain't nothing changed, bro. It's just

[42:03] stacking on and it's easier and easier.

[42:05] Any other questions for Jimmy? Give it

[42:08] up, y'all. Big time for Jim.

[42:10] Thank you.




============================================================
SEO Rockstars 2026: Day 2 - Joy Hawkins
Video: https://www.youtube.com/watch?v=FlKTqu-ntf0
============================================================

[00:04] Oh man, had never had an intro like that

[00:06] before. Thanks, Mike. Okay, so where do

[00:08] I have to stand to not have echo? All

[00:10] right, let's

[00:12] here.

[00:13] That's good. Okay. All right, so

[00:15] speaking of personal injury lawyers, I'm

[00:18] going to start with one. Uh, we had a

[00:20] client that when AI started really

[00:23] getting a lot of attention, this guy was

[00:25] like, "Man, I'm going to figure this AI

[00:27] thing out and I'm going to make all

[00:28] these pages for my website and I'm going

[00:30] to make them all different, but I'm

[00:31] going to target every single city in my

[00:34] entire state and I'm just going to

[00:35] create several hundred pages using AI

[00:39] and this is going to be, you know, great

[00:40] for my business." and he asked for my

[00:42] opinion expecting that I'm going to

[00:44] praise him and then I'm going to tell

[00:45] him this is a great idea and he's super

[00:46] smart and I'm like yeah I don't know if

[00:49] I do that. I'm like in fairness I

[00:51] haven't actually witnessed a lot of

[00:52] firms try this but I don't think it's

[00:54] going to work. He did not like that

[00:56] answer. He went ahead and published them

[00:58] anyway. And what's really funny is the

[01:00] day that he published them. We go into

[01:02] search console and we're kind of looking

[01:04] for increased traffic and this guy only

[01:06] had like maybe 200 pages on his site

[01:09] already. So he like doubled his site and

[01:12] you would think that you would have like

[01:14] this noticeable imp impact to his

[01:16] traffic. I will say that little increase

[01:18] had nothing to do with any of these

[01:19] pages like one page on his site that we

[01:21] had optimized. But basically nothing

[01:23] nothing happened. In fact the only

[01:25] metric that went up was the number of

[01:26] unindexed pages on his site. So this

[01:30] really didn't work. Um now if you're

[01:32] sitting here thinking that the problem

[01:34] is because you use AI, that is not it at

[01:37] all. Um, and I'm gonna explain. There

[01:39] was another case uh around the same time

[01:41] that reached out to me on the local

[01:43] search forum, which is a free online

[01:45] forum. It's actually, I think, where I

[01:46] met Brian. Um, and this guy reached out

[01:48] because he had a manual penalty on his

[01:50] site for thin content. I don't see this

[01:53] often in local SEO. It's pretty rare.

[01:55] So, I wanted to look at the site. So, I

[01:56] asked him if he could send me the site

[01:57] and I took a look. Basically, this guy

[02:00] had created thousands of pages, service

[02:02] area pages is what we call them, um,

[02:04] targeting different cities all over. or

[02:06] I believe he was in the UK and this is a

[02:09] screenshot showing like the warning he

[02:10] got. Um essentially his site tanked,

[02:13] everything um stopped ranking. He had

[02:16] these location pages literally

[02:17] everywhere. And the kicker with these

[02:19] was that he's like, "Joe, you don't

[02:20] understand." He's like, "Google's giving

[02:22] me this manual action, but like I had

[02:24] people handwrite these. I paid people to

[02:26] go into every page and make them

[02:28] different and like reword the content."

[02:31] I was like, "Dude, this is such a

[02:32] terrible strategy." Because the problem

[02:34] isn't like you don't need to go, you

[02:36] know, change red to maroon or blue to

[02:38] navy. That is not exactly what Google is

[02:40] going after when they talk about what

[02:42] kind of content you should write. Um,

[02:43] and this guy did all that and he still

[02:46] got screwed. Um, so what we want to talk

[02:49] about today is this concept of good

[02:51] content. Like what exactly is Google

[02:52] looking for? Because I hate it when

[02:54] people just say, "Oh, make good content.

[02:55] It's the stupidest thing ever." Uh, what

[02:57] Google really is trying to do is figure

[02:59] out like, okay, there's a lot of garbage

[03:00] out there that AI is producing. There's

[03:02] a lot of good stuff and Google's trying

[03:04] to figure out what which is which. Um,

[03:07] and if there's any site that is doing

[03:09] this well, this would be Reddit. Now,

[03:11] Reddit is one that I've been keeping a

[03:13] really close eye on because they have

[03:14] just surged in a way that I've never

[03:16] seen before. Um, when you look at their

[03:18] traffic trends over the last few years,

[03:20] it's actually insane. Uh, I don't see

[03:22] too many sites that look like this at

[03:24] the magnitude that they have. We're

[03:26] talking like millions and millions and

[03:27] millions of visitors. Uh, their stock

[03:29] price isn't doing so bad either. Um, but

[03:32] basically the other reason why we are

[03:34] really paying attention to Reddit is

[03:36] they are one of the top sources for LLMs

[03:38] as well. So there's kind of a big

[03:40] trifecta here. Um, I think I never heard

[03:43] Reddit spoke about at any conference

[03:44] that I ever went to a few years ago. Now

[03:47] tons of people are talking about them.

[03:49] Um, and the good news is I'm not here

[03:51] going to talk about like necessarily

[03:52] like how to get on Reddit. I have a tiny

[03:53] bit of that, but like it's more like

[03:55] what are they doing? Why in the world

[03:56] does Google want to surface Reddit so

[03:58] much? Um, can you do that with your

[04:00] website? I've kind of broken it down

[04:02] into six steps that I'm going to go

[04:04] through and reasons how Reddit works,

[04:07] but also that you can apply to your own

[04:08] site. So, the first one is actually

[04:10] really simple, but something that I just

[04:12] don't see businesses doing ever, which

[04:14] is using stories for content. So, what

[04:17] we often see on Reddit is people will

[04:19] talk about their problems, right?

[04:21] They'll be like, you know, long novel.

[04:23] This is all the things that I had happen

[04:25] to me. Um, I moderate quite a few

[04:27] subreddits and this is literally what we

[04:29] get. Um, so we're like, how do we figure

[04:31] out how to do this for our clients? So,

[04:33] first up, we had a criminal lawyer. So,

[04:35] basically what we did is we asked them,

[04:36] can you give us all the details of like

[04:38] various cases that you did? Uh, tell us,

[04:40] you know, the details of the DUI. Maybe

[04:43] uh you shouldn't be driving if you have

[04:44] a fifth DUI from meth. I don't know.

[04:46] Just saying. But this is a guy that he

[04:48] helped and he talked about all about how

[04:51] basically he got the case thrown out

[04:53] because the evidence wasn't handled

[04:54] correctly by the cops and um talked

[04:57] about like the fines and all the

[04:58] numbers. We've been talking about

[05:00] numbers here. Google really loves

[05:01] numbers. If you are a lawyer and you put

[05:03] numbers on your page, uh it's kind of

[05:05] crazy what we what we see happen with

[05:06] that. So the cool thing is is this helps

[05:09] organic rankings. It helps local pack

[05:11] rankings. All we did was add a story um

[05:14] with the details. We repeated this

[05:17] concept on a different client which was

[05:18] a dentist. Um, same kind of thing. We

[05:21] were like, "Okay, let's get a story of a

[05:22] patient that you helped. Give us the

[05:24] details. Leave out the names obviously

[05:25] for privacy reasons." And the cool thing

[05:28] was adding this story to his site not

[05:29] only increased his traffic and rankings,

[05:31] it also increased his conversions, which

[05:33] is clearly all that matters. A painter

[05:36] was even easier. Um, in this case, we

[05:38] basically just like before and after

[05:40] photos. How much was the job? How long

[05:42] did it take you to paint this house?

[05:44] Like, are we talking weeks? Are we

[05:45] talking months? Like, you know, give me

[05:47] numbers, time frame. Um, and this

[05:49] basically took this page from nothing to

[05:52] actually ranking and starting to get

[05:53] traffic and leads. Personal injury

[05:56] lawyer. We tried two different things.

[05:57] Again, I have a lot of clients that just

[05:59] really want to use AI for writing. Um,

[06:01] and they're like again, okay, Joy, I'm

[06:04] gonna different client, also a personal

[06:05] injury lawyer, but was like, I'm gonna

[06:07] have uh AI write some content, then have

[06:09] my lawyers approve it. Um, check it for

[06:11] accuracy, and then we'll publish them.

[06:12] And I'm like, h I don't know, guys.

[06:14] We've been down this road before. This

[06:16] is how their a content performed. Not

[06:18] really great. Um, and even when they

[06:20] tried to add it to like existing pages

[06:22] to see if that would lift it. Yeah. Not

[06:24] so much. This is a page that we actually

[06:26] used a case that they worked on. So,

[06:29] real stories, those actually worked. And

[06:32] to give you an idea, like this will help

[06:34] them rank as well for just lawyer terms,

[06:36] like the really, really good terms that

[06:37] people want to rank for. Um, it would

[06:39] had a very significant impact. Now, this

[06:42] is really easy because anybody can do

[06:44] it. The way that we are doing it on my

[06:46] agency is we have interviews with our

[06:48] clients every month. We try to get them

[06:49] on the phone. We have the questions

[06:51] listed out, which I'm going to show you

[06:52] how to get those. And we ask them and we

[06:54] make sure that we dig so that they give

[06:56] us those like semantically relevant

[06:58] things because that is what's helping

[07:00] the ranking here. It's not necessarily

[07:01] just the story. It's like if you're

[07:03] talking about a DUI, you need things

[07:05] like alcohol or meth or a fifth DUI or

[07:08] police or all those words that Google

[07:10] associates with getting a DUI. Um, and

[07:13] those naturally will come out in client

[07:15] stories. So, we interview the clients,

[07:17] we record it, we have the transcript, we

[07:18] use that transcript to come up with

[07:20] content. It's actually a pretty simple

[07:21] process, one that anybody can implement.

[07:24] Great.

[07:26] So the lawyer was using AI. So was he

[07:30] not taking some of the core documents

[07:33] putting that into like hey these are the

[07:35] court documents for this and he was mean

[07:38] doing that.

[07:39] I I don't think any of my clients are

[07:40] smart enough to to do that to be

[07:42] completely honest. Yeah. No most of

[07:44] these guys that I talk to and like

[07:45] business owners really like to think

[07:47] they can do SEO themselves. Like we we

[07:49] work with a lot of those types. We tend

[07:51] to attract businesses that research SEO

[07:54] and have watched our YouTube channel and

[07:55] things like that.

[07:59] Like when you do a case,

[08:02] you have PDFs from like the like case

[08:05] that you're working on, you know, at its

[08:08] conclusion stuff. You take those that

[08:11] stuff, throw it in there, and you think,

[08:13] can you like spit out a decent story

[08:16] like she's suggesting?

[08:17] So, I think there two answers that

[08:19] question.

[08:23] bike.

[08:26] Here we go.

[08:28] This is a great conversation.

[08:34] I think they're Oh, so they know that

[08:37] the people on the call can say, "Hey,

[08:39] I'm actually an attorney."

[08:41] Yeah, I stated a holiday in last night,

[08:44] but I'm an actual attorney.

[08:48] does not make sense.

[08:52] I I definitely think you can do that

[08:54] with some caveats depending on what your

[08:57] jurisdiction is and what your law is

[08:59] where you do. We have some restrictions

[09:01] in the jurisdiction I practice in that

[09:04] we can't disclose documents even to our

[09:06] clients. Uh we can't do that. So there's

[09:09] a way that you need to make sure that

[09:11] you're as the attorney that you protect

[09:14] yourself and your bar license. But we do

[09:16] interviews like that and try to get that

[09:19] data. And I was going to say this

[09:22] another time, but I probably won't talk

[09:23] again. Uh for those of you haven't used

[09:26] Joy, we used Joy, my law firm. Um and we

[09:31] lost our Google businesses last summer

[09:33] was instrumental in helping get the uh

[09:37] the

[09:38] What's your law firm? Look, I had no

[09:40] idea.

[09:41] You don't even know me. I get it.

[09:45] Sorry.

[09:47] That's amazing. All right, we'll have to

[09:48] talk after you tell me. That's

[09:49] hilarious.

[09:51] Um, yeah, and just to clarify, like I'm

[09:53] not anti-AI content. I definitely hate

[09:55] chat GBT. I'll throw that. I know that

[09:57] there was some comments yesterday about

[09:58] that. We have found that the content

[10:00] that's coming from chat GBT lately is

[10:01] utter trash. Like it is really bad. And

[10:03] I do think that's what most of these

[10:05] guys were using was chat. Um, and I

[10:08] think the other problem is like the

[10:09] reason why customer stories work so well

[10:10] is they are they were unique, but they

[10:12] have all the details that Google wants.

[10:14] And we've tried various like variations

[10:16] of this, even like transcribing calls

[10:17] and throwing it into chat GBT. And the

[10:20] problem is the semantics. It's really

[10:21] bad at it. And I picked uh Kyle Roof's

[10:24] brain because I had him on our YouTube

[10:25] channel. And he was like, yeah. He's

[10:26] like, LLMs are really bad with

[10:28] semantics. And he's like, maybe they'll

[10:30] get better with time. He's like, but if

[10:31] you're missing that, you know, the the

[10:33] the triples, all that stuff, it doesn't

[10:35] do that naturally. And I think that that

[10:38] um that business that I was talking

[10:40] about, actually both of them, fact that

[10:41] they're rewarding their content, they're

[10:43] they're losing all that value. Like

[10:45] they're taking their best content,

[10:46] they're rewarding it. They're actually

[10:47] making it worse. Um so there's there's a

[10:50] lot of things at play here, but I found

[10:51] the story angle just works better than

[10:54] almost any content strategy we've tried.

[10:56] And it's something any business can do,

[10:57] which is great.

[11:02] Yes.

[11:04] Sorry.

[11:07] Where are you placing the stories?

[11:10] Yeah, that's actually a great question.

[11:11] So, that's another thing people often do

[11:13] wrong. They have like a case studies.

[11:14] This is typical for lawyers. They'll

[11:16] have like a cases page. You don't want

[11:18] it on a cases page. You want it on the

[11:19] page about that topic. So, if you're

[11:21] trying to rank for like fifth DUI and

[11:24] that story about the fifth DUI you would

[11:25] want on your fifth DUI page.

[11:32] Yeah. Dead. You don't want that. It's

[11:34] the worst. No, my plumbers, they want

[11:36] it.

[11:40] Well, put it there too then. Make them

[11:42] happy and then also put it on their

[11:43] other pages.

[11:46] Yeah, just do both.

[11:48] Yeah.

[11:52] Uh I'm trying to think if I have link

[11:54] building in here. Uh the link built like

[11:55] link building to the stories. All this

[11:57] is

[12:01] that would

[12:04] I don't think so. I don't think that

[12:05] link building would have any impact on

[12:06] this either way. A lot of these pages

[12:08] like for the anchor text I'm sorry

[12:10] for the anchor text like on in the

[12:12] content or you talking about like links

[12:14] coming to the page

[12:15] coming to the page. Do you anything that

[12:18] would help like storytelling links?

[12:21] Um not really. The one thing that we we

[12:23] definitely use like anchored links but

[12:25] at a very small scale which that's a

[12:28] pattern I've been w I'm not talking

[12:29] about that today but pattern I've been

[12:30] like observing with businesses

[12:32] especially small businesses um that are

[12:34] getting nailed by the core updates a lot

[12:36] of them have heavily used anchored links

[12:38] that are like not branded like you know

[12:41] best plumber in Seattle 500 times but

[12:43] like even like 15 times Google's

[12:45] starting to pick up on so we're starting

[12:46] to see that the volume that you can do

[12:49] it's like oh that's yeah

[12:56] Yeah,

[12:57] I got

[12:59] I got my

[13:01] So all these games I'm talking about

[13:02] were strictly content. There was no link

[13:03] building at play in any of them.

[13:06] I was just ask on Reddit when you had

[13:10] Google train

[13:12] on the Reddit stuff. So would you

[13:14] actually if the lawyer gives you back a

[13:15] story but it's kind of bland or dry,

[13:18] would you then rewide it? Like would you

[13:20] would you scrape the Reddit some sort of

[13:21] icon from a pattern and then redo the

[13:23] story turning just to make sure all the

[13:25] various entities or whatever are in

[13:26] there or you take the story straight

[13:28] because the intern

[13:30] uh compliance issues.

[13:31] We we definitely add the entities. That

[13:33] step is super important but most of the

[13:34] time it'll get them a lot of them but

[13:36] certainly uh and again these ones we

[13:38] didn't but that's usually the next step

[13:40] is we will go in and add anything that's

[13:42] missing. Um as long as it doesn't change

[13:44] the meaning of the story we're just you

[13:45] know making the words a little better.

[13:48] No problem. Um, so I also want to talk

[13:51] about word count because this is

[13:52] something especially in a lot of the

[13:54] conferences I've attended over the last

[13:55] like five years, you hear a lot of

[13:57] people talking about how your content

[13:58] needs to be very long and very in-depth

[14:00] and you have these terms like 10x

[14:02] content um that have been really popular

[14:04] in the SEO industry. Um, we're seeing

[14:06] that that is less and less true uh these

[14:09] days that content doesn't need to

[14:10] necessarily be long and especially with

[14:12] the way that LMS are chopping stuff up

[14:14] actually sometimes shorter is better.

[14:16] Um, this is just one test. We've done a

[14:18] lot of tests on this. We had a realtor

[14:19] and like they're notorious for having

[14:22] stupid long content. It's kind of just

[14:23] as bad as recipe sites. And so they had

[14:26] like, you know, 4,000 words is too much

[14:29] for a real estate article. They had

[14:31] things like real estate prices, things

[14:33] to do nearby, commuting, all this crap

[14:34] obviously that as SEOs we add because

[14:36] we're like, this is helpful. Um, one of

[14:39] the things that kind of makes me

[14:40] obsessed with this concept is calculator

[14:42] pages. I love looking at calculator

[14:44] pages that rank for things like alimony

[14:46] calculator or child support calculator

[14:48] that have no content on them

[14:50] and they still rank and I'm like okay so

[14:52] if content is all you need then how does

[14:54] this page rank and they have no links

[14:55] either most of them um calculators are

[14:58] one of the things that we have seen

[15:01] really great success from um again they

[15:03] work really well with lawyers but

[15:05] there's other industries you can do them

[15:06] like mortgage and even like in home

[15:08] services if there's like cost

[15:09] calculators and things like that you

[15:11] don't need content you just add a

[15:12] calculator to the page and this is what

[15:14] will happen to traffic for calculator

[15:16] terms. So, this was also a lawyer. This

[15:18] one was a family lawyer. Um, and the

[15:20] great thing is is you can like reuse

[15:22] that that code or whatever on lots of

[15:24] different um sites. You just have to

[15:26] make sure the calculations are correct,

[15:27] but like simple prompts can grab you the

[15:29] code for this. Uh, I love stuff like

[15:31] this because I am not a technical SEO. I

[15:33] employ a lot of those. Please don't ask

[15:35] me like super technical questions.

[15:36] There's many other people here that can

[15:38] answer those way better than I can. Um,

[15:41] but when it comes to the content side,

[15:42] we have just found that more is not

[15:44] better. In the case of the realtor, when

[15:45] we removed like half their content, the

[15:47] rankings didn't drop. And then

[15:49] additionally, we've seen lots of cases

[15:50] where we add that much content and it

[15:51] doesn't improve. Um, so I personally,

[15:54] and I know there's SEOs that disagree

[15:55] with me on this, I don't like having

[15:57] word count as a KPI. I hate it when

[15:59] content writers ask me how many words

[16:00] they I'm like, as many as you need.

[16:02] Please don't ask me to give you a number

[16:03] to hit or you'll just usually end up

[16:05] with garbage. Um, now this is one

[16:07] obviously that's like kind of the thing

[16:09] that I feel like will be the best if you

[16:12] can figure out the answer to this

[16:13] question. How do you figure out what

[16:15] content to write? Because pretty much

[16:17] Google has articles on every topic. Uh,

[16:19] it is getting harder and harder to get

[16:20] your content indexed if you aren't

[16:22] giving them something they don't have.

[16:24] Um, so we've completely changed how we

[16:27] decide this. Like when I started in SEO,

[16:29] the way that you would do this is what's

[16:31] called a content gap analysis. And

[16:33] you'll see this in a lot of tools like

[16:34] AHF, Samrush, all these tools have stuff

[16:36] like this. And what you do is you go and

[16:38] you grab your competitor's site and you

[16:40] put it in, it tells you all the topics

[16:42] your competitor has and then you write

[16:43] about those topics. That doesn't work

[16:46] anymore because the problem is if you're

[16:48] simply writing all the crap your

[16:49] competitor has, why would Google index

[16:51] you? Why would they outrank your

[16:52] competitor when it's just like verbatim

[16:54] what they basically have already given

[16:55] Google? So, what we've been using um is

[16:58] this tool that Steve Toth created uh and

[17:01] I know Mike loves his PAAs. So, this is

[17:03] a a tool if you haven't seen it that uh

[17:05] basically you put it in your browser.

[17:06] It's free and it'll scrape the SER and

[17:09] it'll give you in a spreadsheet a list

[17:10] of all the PAAs people also ask. So,

[17:13] again, we're talking about this section

[17:15] here just in case anyone's not familiar

[17:17] with the term. It'll give you a giant

[17:19] list of hundreds of things to write

[17:20] about. Um and you can go through there.

[17:22] You will obviously have to dduplicate a

[17:24] few. There are some repetitive ones. Um,

[17:26] but this has been really really crucial

[17:28] for trying to define like basically what

[17:30] kinds of questions we are asking people

[17:32] to put on their site. There's a paid

[17:35] version that I'm currently testing. Kind

[17:37] of on the fence. It's good for giving

[17:38] you really outside ideas like things

[17:40] that maybe your competitors don't have,

[17:42] but it's kind of pricey. Um, AHS has

[17:44] this AI content helper tool. Um, and

[17:46] it'll go really deep. Like I tried this

[17:49] for lawn care and it was giving me like

[17:51] 15 different things that could be

[17:52] problems with like a yellow lawn. Um and

[17:55] I could go through them individually and

[17:56] ask the guy like individually about

[17:58] every single one. Of course, once you

[18:01] have content, the thing that you want is

[18:03] conversions. You want content that's

[18:05] actually going to convert. So what's the

[18:06] the angle here? Well, a lot of people

[18:08] will say images, right? They'll say like

[18:10] you need images on your content that

[18:11] helps conversions. Um but the problem

[18:13] with small businesses is they really

[18:14] suck at this. Um, if you run an agency,

[18:17] you probably know, you ask your clients

[18:18] for images, they're like, "Yeah, yeah,

[18:19] I'll get those to you." And then two

[18:21] weeks go by, a month goes by, two months

[18:22] go by, you don't get anything. That's at

[18:24] least been my experience. Now, when AI

[18:26] images first came out, I thought this

[18:27] was going to be the golden solution to

[18:29] everybody's problems. So, we really like

[18:31] dove into this. And um, this example

[18:33] that I'm going to show you here was

[18:34] actually a garage door repair business.

[18:36] We were like, okay, you could easily use

[18:38] AI to create a garage door. I could get

[18:40] every color of garage door, every style.

[18:42] Actually, the images of the the fake

[18:44] garage doors look better than the real

[18:45] ones. Um, and we would add them to

[18:47] client sites and they would have traffic

[18:49] lifts. Now, it looks even better when

[18:51] you look at image traffic. Uh, image

[18:53] traffic went up as well. So,

[18:54] everything's great here except Google

[18:57] made an update and they figured out how

[19:00] to tell if it's an AI image or a real

[19:02] image. Um, now again, like there's some

[19:05] industries where this doesn't matter. If

[19:06] your site is about unicorns, they

[19:08] probably don't care. But when it came to

[19:10] like home services and a lot of the

[19:11] industries that we work with, we saw the

[19:14] same trend. Basically, they rolled out

[19:15] this update that kind of killed the

[19:18] benefit of AI images and we went back to

[19:20] like some that we were testing on and we

[19:22] saw the same pattern like all the gains

[19:24] we got reversed when Google did this and

[19:27] this was about a year ago. Um, so that

[19:29] was kind of frustrating. Um, but they do

[19:30] have a way to detect AI images and they

[19:33] weight them differently. This was the

[19:34] image traffic same exact uh site. So, if

[19:37] you are using AI images, I would just

[19:39] really be careful about measuring um

[19:41] what impact they're having, if any,

[19:42] because we were originally seeing really

[19:44] awesome gains from them. And then we saw

[19:46] most of those gains getting reversed.

[19:49] So, then I'm like, okay, back to the

[19:50] drawing board. What kind of images do we

[19:52] need to be adding to this site um to

[19:54] make it do well? We decided to do a

[19:56] small sample of some of our clients. I

[19:57] went through and we found in various

[20:00] different industries pages that had

[20:02] images that were actually getting leads.

[20:04] And I was like, okay, I'm going to look

[20:05] and see like are there any trends or

[20:06] patterns I can see amongst these images

[20:09] to figure out uh what types of images

[20:11] are actually going to perform better.

[20:14] Was not expecting this outcome. First up

[20:16] on the list when it came to number of

[20:18] clicks was infographics. And I was like

[20:20] for real like what decade are we in

[20:22] here? I do not want to be talking about

[20:23] infographics in this presentation. But

[20:26] this is actually what we found when we

[20:27] sampled our clients. And I'm going to

[20:28] give you some examples because these

[20:29] aren't like AI generated infographics. A

[20:31] lot of them were uh ones that they had

[20:33] somebody custom make. Although I think

[20:35] some of the tools we're testing now are

[20:37] are actually good enough you could

[20:38] probably do this with an AI um tool.

[20:41] This was one that was a uh criminal

[20:43] lawyer and they basically had this whole

[20:45] article talking about gun- rellated

[20:47] homicides and he broke it down by state

[20:48] and then he made this pretty graphic to

[20:50] kind of show you which states were more

[20:52] problematic. This thing gets links, it

[20:54] gets clicks, um it does really really

[20:56] well. So those database studies that

[20:58] while it's really uh timeconuming

[21:01] strategy that still works. This was a

[21:03] less pretty one for an electrician. Uh I

[21:05] can't believe this thing got clicked.

[21:06] It's so pixelated and it was like from

[21:08] 2015. Um but this thing it was like one

[21:11] of the highest drivers of clicks on his

[21:13] site. Um so certainly something that is

[21:15] easy to replicate. This was one one of

[21:18] my staff created. Super easy uh simple

[21:20] but it was for a dentist just talking

[21:22] about the different types of cracked

[21:23] teeth. um and one of their top

[21:25] performing pages and highest traffic for

[21:28] um anything to do with teeth. Um when it

[21:32] came for best by conversion rate by

[21:34] conversion rate, the highest converting

[21:36] rate on all the images we looked at were

[21:38] images of bugs. Now, I will clarify this

[21:40] was mainly for tree uh tree services and

[21:42] pest control businesses. And I think

[21:44] there's still a lesson here if you don't

[21:45] work with any of those industries um

[21:47] showing problems, right? Like the thing

[21:49] with the tree care is like you want to

[21:51] see the problem in your tree. You want

[21:52] to see if it matches what you're seeing.

[21:54] And I can tell you with bugs, it's gross

[21:56] as it is, uh, if you have a bug problem,

[21:58] you want to know what kind of bug you're

[22:00] looking at. And I can tell you from

[22:02] experience, chat, JBT will not give you

[22:04] the right answer. So, please don't use

[22:05] it. I'm not going to show you an example

[22:07] of that picture. I'll save you all. So,

[22:08] here's just a blank slide. We're not

[22:10] going to look at bugs. When it came to

[22:12] the best by the number of conversions,

[22:13] so if you looked at the ones that had

[22:15] the highest number of conversions, they

[22:16] were photos of people. So, it turns out

[22:18] that human beings do still at some rate

[22:21] like genuine. this, which I think is

[22:22] hopefully a good thing. Um, but

[22:24] basically those are the kind of images

[22:25] that you would want. Now, um, an SEO tip

[22:29] that I'm going to come up with next

[22:30] actually helps not only with Google,

[22:33] also really helps with chat GBT as well.

[22:36] Um, and this is one of the reasons why

[22:38] people like Reddit. Now, you might argue

[22:39] Reddit is full of crap and garbage and

[22:41] uh, lots of people lying and promoting

[22:43] their own stuff, but it's also heavily

[22:45] moderated. So, I'd say as far as all the

[22:47] social platforms go, uh, I think it's

[22:49] the place that I go to where I want like

[22:52] nonpaid for answers. Um, because people

[22:55] are genuinely looking for experiences.

[22:58] So, this strategy was not one that um, I

[23:00] came up with. It was one again from

[23:02] Steve Toth. So, if you don't know Steve

[23:04] or his newsletter, he's a fellow

[23:06] Canadian, really smart SEO. And what I

[23:08] like about his newsletter is he gives

[23:09] you all these like actionable tips. So,

[23:11] when they come out, I try to like test

[23:12] every single one of them, see if we can

[23:14] make it work for our clients. This was

[23:16] one that worked very well. So in his

[23:18] newsletter, Steve talked about um how he

[23:21] noticed this particular company that was

[23:23] just dominating on chat GBT. When you

[23:25] search for best project management

[23:27] software, this one business kept showing

[23:29] up over and over and over. He's like,

[23:30] "What are these guys doing?" So he looks

[23:32] at their site on Google and he realizes

[23:34] that in all their title tags, for all

[23:36] their reviews page pages, all they were

[23:38] doing was adding the word honest to

[23:40] their title. Okay,

[23:42] this shouldn't work. This is too too

[23:44] easy. I'm like, nah. like come on, this

[23:46] can't be this easy. So, we did it on

[23:48] several client sites. We had clients uh

[23:50] this was also a garage door repair one

[23:51] where they were comparing two different

[23:52] brands. All we did was add the word

[23:54] honest review. That's it. Uh I think we

[23:56] added title and H1 and their traffic

[23:58] went up. Another page traffic went up a

[24:01] lot. Another one traffic went up. We're

[24:04] like this is too easy guys. Like it

[24:06] should not be this simple. Um, so

[24:09] basically what why I think this works so

[24:11] well is when you do a search on Google

[24:12] for brand press plus the word reviews,

[24:15] what we have found that Google will

[24:16] normally do is for whatever reason, they

[24:19] will rank that brand site first. So if I

[24:22] want to see Sterling Sky reviews,

[24:23] they'll actually rank Sterling Sky site

[24:25] first. Stupidest thing ever, but that is

[24:27] currently what Google does. Then

[24:28] generally if they have a Reddit, they

[24:30] will show Reddit. That is like next. Um,

[24:33] and then basically we were taking the

[24:36] third spot for this particular brand

[24:38] with our honest review page. So I'm

[24:39] like, okay, I'm not going to beat the

[24:41] brand and I'm not going to beat Reddit.

[24:42] I'll take third place. Pretty good. Um,

[24:44] so this strategy works really well. Uh,

[24:46] and again, it's crazy that the word

[24:48] honest seems to be kind of like magical.

[24:50] Um, I don't find a lot of strategies

[24:52] that work that are that quick to

[24:53] implement. Um, but this kind of begs the

[24:56] question about like, okay, let's

[24:58] actually end this by talking about like

[24:59] what to do about your own brand. um how

[25:02] do you get better for that? So this is

[25:04] where you do actually want to use

[25:06] Reddit. Like I said, we are seeing more

[25:08] and more for small businesses that like

[25:10] it is the highest ranking site for like

[25:13] reputation. When people ask about like

[25:15] brand plus reviews, Reddit is usually

[25:18] there way more than it used to be a few

[25:20] years ago. So people don't often think

[25:22] of Reddit as a review site. We talk

[25:23] about Yelp, we talk about Facebook or

[25:25] Home Advisor, whatever. But I'm like,

[25:26] "No, guys. Like don't forget about

[25:28] Reddit. somebody posts on Reddit about

[25:29] your brand, it's going to rank and that

[25:31] could be either good or bad for you.

[25:33] Like in here are these examples. Uh you

[25:35] know, when we search for Mr.

[25:36] Beastburgers, uh you get this giant

[25:38] Reddit thread and it's I love how Google

[25:40] like puts in like all caps the negative

[25:43] stuff. Like it's really not worth the

[25:45] price like screaming at you. Or there's

[25:48] these guys who's like, "What are they

[25:49] highlighting in bolding? They effed up

[25:51] my lawn." Um that's literally what

[25:53] Google decides to put in bold. And then

[25:55] in this case, they're, you know,

[25:56] highlighting terrible service, complete

[25:57] incompetence, and zero accountability.

[25:59] These are all real brands, right? How do

[26:02] you deal with this? Like, if you're a

[26:03] brand, we've got lots of clients that

[26:04] are bigger that are in this scenario

[26:07] where they have uh very angry people on

[26:09] Reddit talking about them. So, our

[26:11] solution to this is to go do an AMA on

[26:14] Reddit. And most people are doing this

[26:16] because they don't realize it's actually

[26:17] pretty easy to do one. Um, I actually

[26:19] moderate quite a few subreddits. Um, we

[26:22] are looking for AMAs all the time. Like

[26:24] if you have a lawyer that wants to do an

[26:25] AMA or if you have a HVAC company, uh

[26:28] please like talk to me. I've got a few

[26:30] that like we are literally looking for

[26:31] these because they work really well on

[26:33] Reddit. They get a lot of activity. They

[26:35] get a lot of comments and that is the

[26:37] exact thing you need for a thread to

[26:38] rank. So the best way to do that is to

[26:40] do an AMA. So I've been doing them like

[26:42] almost monthly for my brand on different

[26:45] subreddits. Um you will see now again

[26:47] like when you search Sterling Sky

[26:49] reviews, we get one of the AMAs that I

[26:51] did on Reddit. Um, and my site is first

[26:54] and then the AMA is second. And the site

[26:58] being first is really simple. And I I

[26:59] gotta say like almost every small

[27:01] business that we audit isn't doing this

[27:03] when we first talk to them. They have a

[27:05] testimonials page that has testimonials

[27:07] as the title. And I'm like, nobody

[27:09] searches testimonials. People do search

[27:11] reviews. All you have to do is basically

[27:13] change your testimonials page to have

[27:16] reviews instead and all of a sudden you

[27:18] will take that number one spot for your

[27:19] brand plus reviews. So, it's again

[27:22] stupid easy. Um, between those two

[27:24] strategies, you can kind of own the top

[27:26] two spots um and hopefully not have

[27:28] those negative Reddit threads. Um,

[27:31] that's all I've got for today. These are

[27:33] all the millions of places that you can

[27:34] find me, but I'll be around for

[27:36] questions as well.

[27:43] Thank you. Thank you. Question.

[27:47] Can you tell me two questions for you?

[27:50] one, uh, you have to dumb it down for me

[27:52] a little bit, right? Uh, can you explain

[27:54] to us what an AMA is for those of us

[27:56] that don't know what it is? And two,

[28:00] we have a review page and we have a

[28:04] testimonial page. And the testimonial is

[28:06] all videos that clients will give us.

[28:08] So, is there a suggestion that we

[28:10] combine those two and just call it a

[28:12] review page?

[28:13] Yeah, 100% combine them. Um,

[28:16] for the AMA, sorry, I should have

[28:18] defined that. I I really try not to use

[28:20] acronyms without defining them and I

[28:22] failed. So if AMA is ask me anything um

[28:24] and basically you like post. So if you

[28:27] were to do one and they're um like hey

[28:29] I'm a criminal lawyer in South Dakota

[28:32] ask me anything and you'll get like all

[28:33] kinds of people that will basically ask

[28:34] you questions. Um so it's you have to

[28:38] give away your time answering questions

[28:40] for free all day. Um, but it is one of

[28:42] the only types of threads where mods

[28:43] will almost always let you link to

[28:44] yourself because they realize you're

[28:46] giving up some of your time to help

[28:47] their um, and it helps their subreddit

[28:49] do better. Um, and a lot of them pin

[28:51] them as well. So, whenever we have an

[28:53] AMA on any of our subs, like we'll pin

[28:55] them, we'll promote them um, because

[28:57] they are one of the best ways to

[28:58] actually engage on Reddit. Um, but yeah,

[29:01] something that I feel like a lot of

[29:02] people are not doing.

[29:06] I do a ton of videos

[29:09] and Bill or uh so that it was either

[29:12] last month or the month before I was

[29:15] getting these notifications in search

[29:17] console that I didn't have a video page.

[29:20] Okay, there is there is procedure. You

[29:23] got to like go to Bill Herbertzer on on

[29:25] his Facebook post about it. If you have

[29:28] a ton of videos posted on your website,

[29:31] you need a video only page for Google to

[29:35] look at.

[29:36] I have a question on that. So, I heard

[29:38] this at Brighton a year ago and I was

[29:39] like, "This is genius." We tried it. It

[29:41] did not work.

[29:42] It didn't work. We were still getting

[29:43] the error from

[29:44] No, it wasn't the error that went away.

[29:46] The videos just don't The video pages

[29:48] didn't rank anywhere. They didn't do

[29:49] anything.

[29:51] Yeah. So, this concept of like you need

[29:53] to have a video only page on your

[29:55] website. Problem is Google likes

[29:56] YouTube. So, our YouTube video was

[29:58] always ranking and if we just put that

[30:00] same YouTube video on our website, the

[30:02] the pitch that I heard was you'll get

[30:04] ranked twice. you don't like they're

[30:06] like this is the same content.

[30:08] So it didn't work for us at all because

[30:10] we're like well the video

[30:12] Yeah. I So I don't quite understand the

[30:15] point if the video is already on YouTube

[30:16] and then you have a ranking from that

[30:18] video on Google. You're not going to

[30:20] have your video page on your website pop

[30:22] in as an additional position

[30:24] because it's like they want the video

[30:26] page but I don't give a [ __ ] about being

[30:28] there. I want it on the actual blog page

[30:31] talking about the crap I'm talking

[30:32] about. Well, you want it on YouTube

[30:34] because that's like Yeah.

[30:45] Yeah. I was really excited about that

[30:46] strategy, but it did not it did nothing.

[30:48] I ended up deleting them. I left them up

[30:50] for months. They got no traffic. They

[30:51] didn't rank anywhere. Um and I was like,

[30:53] "Well, yeah, Google's going to want to

[30:55] surface YouTube because they own it."

[30:57] Right. Exactly. And yeah,

[30:59] back on that bunch of questions there.

[31:01] Just adding in right whatever page

[31:04] you're using it on. I really don't give

[31:05] a [ __ ] Make sure you're using a video

[31:07] object schema.

[31:09] Make sure you add a video sitemap to

[31:11] your website. And if you don't do the

[31:12] basics, then don't [ __ ] complain. And

[31:14] that error, I've never had that [ __ ] do

[31:16] nothing negative to me at all. My team

[31:19] used to always bother me about stop

[31:21] [ __ ] talking about that dumbass

[31:22] error.

[31:24] Okay, infographic. So I tried napkin

[31:27] when it first came out but you know

[31:29] paragraph of a blog in there. We using

[31:32] notebook LLM infographics. What else are

[31:34] you testing that's working that are you

[31:35] willing to share?

[31:36] Yeah, there's I can get you I don't

[31:38] remember the name off the top of my

[31:39] head. We tried a a bunch of different

[31:40] tools and there was two that I really

[31:41] like. Both are paid. Um but they've been

[31:44] working pretty well. I don't think

[31:45] you're going to need a paid tool pretty

[31:47] soon. I think that like a lot of the AI

[31:49] like especially Google's Yeah, I was

[31:51] gonna say that's like

[31:53] Yeah.

[31:54] into the ranking. I've got the test, but

[31:56] I want to get 50 that work for sure. But

[31:59] right now, inner scoop, right? Got a lot

[32:01] of tests, PA. Bro, I'm not even supposed

[32:04] to drop this because I haven't put it in

[32:05] my mastermind yet. So, forgive me if

[32:07] you're in my mastermind, right? Take the

[32:10] PAA. The whole just the PAA title. Drop

[32:14] that [ __ ] in Google Nano. Get

[32:16] the infographic, use that as your

[32:18] featured image, and thank me, lady.

[32:20] That's all I'm saying.

[32:24] Yeah. So, this is actually a question

[32:26] from both I guess myself. Where do we

[32:29] get the bulkies?

[32:30] Yeah. WHAT'S UP WITH THE BULKIES?

[32:32] GOD,

[32:33] is that even a thing anymore? Like, are

[32:35] there actually people that have bulk

[32:37] accounts that can get multiple

[32:38] businesses verified? I don't know.

[32:40] Google Google really tried to shut that

[32:42] down. So, if it's still working, I would

[32:44] keep that quiet.

[32:47] Yeah.

[32:48] I definitely don't have one.

[32:50] I do not have one. I do not consider.

[32:52] Yeah. Don't have one

[33:06] um this is just one point about the AI

[33:09] images. Um one this is the way that I do

[33:12] right. Um when I create an AI image, I

[33:16] don't I don't upload the AI image. just

[33:20] take screenshots, right? No metadata,

[33:24] right? So, that way I'm I'm running

[33:27] safer. I think

[33:29] it's a good idea.

[33:30] Anyone else had another question? Yo,

[33:32] and if you're using stock images that

[33:34] you know, still, right? Take them, flip

[33:37] them, then take a screenshot and that

[33:38] [ __ ] works. Never stop working, you

[33:40] know? And if you need unique images, now

[33:43] this is a [ __ ] two second thing

[33:45] included on anything. Go to YouTube. a

[33:48] video that's non-branded and just take

[33:50] screenshots every second. Put it in a

[33:53] folder. Ask AI to sort it by only images

[33:55] by category that are nice looking

[33:57] images. There you go. Don't [ __ ] talk

[34:00] to me about images. [ __ ]

[34:03] Before that, that [ __ ] was easy. Now

[34:05] it's like

[34:08] I was gonna say ask the same question on

[34:10] that. Um, but so we built a system to

[34:13] test this out. We haven't tested it yet,

[34:15] but we're telling like roofers, plumbers

[34:18] who don't have the time to create

[34:19] content or don't prioritize it. We just

[34:21] have them take a a minute or two video

[34:23] on the job or what they're doing in 60

[34:25] frames a second on their phone and then

[34:27] they upload it into into this system we

[34:29] built that just cuts it. We have 4,000

[34:32] images every frame is an image. Exactly

[34:35] what you said.

[34:36] And that's creating GP post content, but

[34:38] like all the things they can post and

[34:40] do. Obviously, you're not choosing. You

[34:42] get to choose which ones look better and

[34:44] stuff, but I was wondering your opinion

[34:46] on that if if you think it's a good

[34:47] idea, a bad idea that it has a similar

[34:49] effect on AI images that you're talking

[34:50] about or thoughts on.

[34:52] Yeah. So, I would say the only negative

[34:53] is when you're leaving it up to like the

[34:55] tech, they may not include the right

[34:57] information. The reason why interviews

[34:59] work well is like my team has a list

[35:01] like we need these keywords, we need

[35:02] this example. They also have um when we

[35:04] use the people also ask scraper it

[35:06] includes the link um to the actual like

[35:09] part of the page that Google is grabbing

[35:11] the answer from. You know how it

[35:12] highlights it in purple. So like we have

[35:14] that link with all the the um data in it

[35:16] and it highlights it. So we're like

[35:18] pulling that up on the interview with

[35:19] them and if they give us like a wrong

[35:21] answer like that doesn't really match

[35:22] what Google's like looking for, we'll

[35:25] come back and like okay why this and

[35:26] that. So it it probably will work. But

[35:29] like we saw this when we were trying to

[35:31] do um transcripts from calls because

[35:33] we're like we can just use their call

[35:34] center. All the the phone calls they

[35:36] have with clients just take that. It

[35:38] didn't work as well because it was

[35:39] missing a lot of detail that we needed.

[35:41] Um so I think that's the only part where

[35:43] it might break down. You might need to

[35:44] like send them like okay we need a video

[35:46] about this. Can you mention this? You

[35:48] might need to coach them a bit more.

[35:54] Okay. Uh, Peter says, "Google said they

[35:57] are watermarking

[35:59] nano banana images. One, is there a way

[36:02] to remove those? Two, do you think that

[36:04] would solve the AI image filtering for?"

[36:08] It's worth testing. I have not tested

[36:09] it, so I don't know.

[36:13] Yeah, the screenshot thing. I would try

[36:15] the screenshot thing. That's a That's a

[36:17] great idea to test. So

[36:20] can I just tell you that there is a

[36:22] already litigation that has started

[36:24] of course

[36:25] with the removal of trademark. So

[36:29] you might want to take your nana banana

[36:32] and have something else done to it

[36:35] because at least I was reading an

[36:37] article in California that

[36:40] there's Google is going to has already

[36:42] started litigating it people who are

[36:44] taking the image removing the watermark

[36:47] and then putting it up as their own in

[36:50] the process and because they have the

[36:52] metadata tied into it it's not very hard

[36:54] for them to figure out. That is really

[36:57] great to know. Um I can tell you we've

[36:59] had clients that have gotten like the

[37:00] law, you know, the lawsuits they get in

[37:02] the email for images and stuff. Like a

[37:04] lot of them are legit. We've had several

[37:06] clients have actually gotten um to not

[37:08] for like a stupid amount of money, but

[37:09] some of them were pretty high for not

[37:11] having the rights to the images that

[37:12] they were using on their websites.

[37:15] Yeah. Yeah. And yeah, that's good to

[37:18] know that Google I mean I could see why

[37:20] Google would do that. So,

[37:21] okay, next question. Do you recommend

[37:24] putting your Google reviews on your own

[37:27] website review page or unique reviews?

[37:30] 100%. And at at a minimum, you want to

[37:32] copy like or download. We use a software

[37:34] called Place Scout that stores all the

[37:36] copies of the reviews. Google's

[37:37] notorious at, you know, just deleting

[37:38] all your hardened reviews. And you can

[37:40] often get them back if you have copies

[37:42] of them. If you don't have copies with

[37:43] them, you're screwed. So, you always

[37:45] want to have copies. Adding them to your

[37:46] site is one way to have a copy of them.

[37:48] And what she means just to explain,

[37:50] right? Like take a [ __ ] Google sheet,

[37:52] but the whole text, the name of the

[37:54] person, a screenshot of the review, and

[37:57] then I like to because you know I'm

[37:58] being OCD with it. I'm clicking into

[38:00] their profile and I'm taking a

[38:02] screenshot of as much of their [ __ ]

[38:04] review history if they're showing it as

[38:06] I can.

[38:06] So you can

[38:07] you can do that if you I mean an easier

[38:09] way is just keep the emails. If you have

[38:11] the email,

[38:12] yeah, if you keep the email

[38:13] notification, it has all the data in

[38:15] like the source code of the email that

[38:17] Google would need. It has a link to the

[38:18] person's profile. It has the text of the

[38:20] review. You just like we have folders

[38:22] for all of our review alerts and like

[38:23] you know for different client names. We

[38:25] just show them in there.

[38:26] If you're doing spam like me, take the

[38:28] screenshot.

[38:32] Next question. Your findings on content

[38:34] gap analysis make sense. EAS are also

[38:38] content that already exist. How are

[38:40] those topics different from a content

[38:43] gap analysis? Yeah. So, they seem to be

[38:45] heavier focused on things like price,

[38:47] which we were talking about yesterday.

[38:49] Um, I'll notice like that's often

[38:50] something you're not going to find on a

[38:52] competitor's site is like cost

[38:53] breakdowns or pricing or things like

[38:55] that. So, it definitely will give you

[38:57] content that your competitors don't

[38:58] have. But, we are starting to see now

[39:00] like, okay, what's the next step?

[39:01] Because like you said, there's a lot of

[39:03] PAS that show up that do exist on your

[39:06] competitor site. Um, I have Noah

[39:09] currently working on building. Noah's

[39:11] Noah learn is a genius guy that I hired

[39:13] that um builds all of our internal

[39:15] tools. He's trying to solve that. So I

[39:17] don't have the answer yet, but that's

[39:18] like one of the big things we're trying

[39:19] to solve this year is like where do you

[39:20] go to get the topics that like nobody

[39:22] has that you need to publish? Um so

[39:25] we're we're trying to find a better

[39:26] solution than just the

[39:27] PAAAS.

[39:39] So don't don't share this with the whole

[39:42] world, but yes, it's price, but we upped

[39:46] it by doing the time frame.

[39:48] They're looking Google, you said it.

[39:50] Google's looking for numbers. Yep.

[39:52] And so I am trying to differentiate my

[39:55] EAA because I now I have the price

[39:58] range,

[39:59] but the time frame is also a number.

[40:01] Yep. Okay. So, you got to think about

[40:02] the business. What other extra number

[40:05] can you add in there to make it more of

[40:08] a unique piece of content in the time

[40:11] frame has really been like working for

[40:13] us very well on on capturing more PAAs

[40:17] and getting better rank because they're

[40:18] just so hungry for the numbers.

[40:20] Yeah. For the personal injury lawyers

[40:22] that we've been doing ranges for the

[40:24] other problem that you'll run into is if

[40:25] you don't match the consensus. Like if

[40:27] you're like, "Oh yeah, your average

[40:28] settlement is $5 million and all the

[40:30] other lawyers are saying the average is

[40:31] 50,000." We've actually seen that as a

[40:33] blocker. Google won't actually give you

[40:35] the AI overview if your data is so

[40:37] different than everybody else's that

[40:39] they've got, which is annoying. But

[40:43] one one more question back here. So

[40:45] we've noticed that when you post on

[40:47] Google business profile with industry

[40:50] that includes if you put it through

[40:51] Google vision or Google's AI

[40:55] vision AI whatever API if it pulls the

[40:59] keywords out of the image that you're

[41:00] trying to rank for you'll notice you

[41:02] search like Austin or Chief all imagery

[41:06] will be it'll pull the teeth images in

[41:09] the top three. Yep.

[41:10] Same thing with car accident attorney

[41:12] keyword. I'm curious, are you guys

[41:15] seeing that be part of your strategy now

[41:17] the imagery for certain keywords to get

[41:20] that?

[41:21] We we haven't gone that far. Images we

[41:23] found are usually only a ranking factor

[41:25] in that case when you get a local pack

[41:27] with images. Whenever you get that then

[41:29] the images all of a sudden are weighted

[41:31] higher. Um I hate image packs though.

[41:34] They're in general they're just terrible

[41:36] because they remove call buttons on

[41:37] mobile. So, you will find the moment

[41:39] that those image packs roll out for your

[41:40] industry, which there was a whole

[41:41] whackload of industries that got them in

[41:43] the fall that didn't have them before,

[41:45] your calls in your business profile will

[41:47] drop and it's irritating. So, my

[41:49] solution actually, it's terrible. I

[41:51] actually hate saying this, but like for

[41:53] those clients that are like getting that

[41:55] loss of calls now, we're like, you

[41:56] should start running ads because the ads

[41:58] have the call button. And so, like I

[42:00] posted this on Reddit the other day and

[42:02] like people are like, "This isn't new,

[42:03] Joy." I'm like, "It's new because all

[42:04] these industries that didn't have this

[42:06] before now have it. And if you want a

[42:07] call button, your only way to get it is

[42:09] a is an ad. Not local service ads,

[42:11] traditional ads, your location assets,

[42:14] if you have one, and it shows up in the

[42:15] local pack. They have a website, a

[42:16] directions, and a call button, and

[42:18] nobody else has one.

[42:19] Has to be.

[42:20] Yeah. Yes. Yes. You can't do it with

[42:22] service area businesses.

[42:24] Yeah. Yes. I for I always forget that

[42:27] detail, but yeah, service area

[42:28] businesses just get screwed in every

[42:30] way. Yeah.

[42:33] Yeah. Joy, you mentioned that you saved

[42:34] the review emails. Did you also you were

[42:36] using a tool saved automatically or not.

[42:38] Yeah, we use Places Scout. They don't

[42:40] like I talk about them all the time like

[42:42] screenshots and stuff. They don't pay me

[42:43] to do that. Um, but they are a pretty

[42:45] clunky like old school tool that just

[42:47] got acquired by Yex, so who knows what's

[42:49] going to happen to it, but I know,

[42:51] sorry. Well, actually, we have some Yex

[42:52] lovers in the room. I've heard Yex a few

[42:54] times. Yeah.

[42:56] All right. All right. All right. Uh, I'm

[42:59] not a Yex fan. I think they charge way

[43:00] too much for their service. But um yeah,

[43:02] places scout just got acquired by X. So

[43:04] I think there's a bunch of upgrades

[43:05] coming. But what I like about them is

[43:07] they store everything. I can go back

[43:09] years ago and look at screenshots of

[43:11] SERs and see like that's that's what

[43:13] makes things make sense for me because

[43:14] I'm like, "Oh, this is what it looked

[43:16] like a year ago. This is what it looks

[43:17] like now. There was like two ads, now

[43:19] there's six. This would explain this,

[43:21] this, and this pattern." Um so they're

[43:23] big on data, which I feel like most

[43:25] tools don't do because it's expensive.

[43:27] places

[43:28] places scout.

[43:30] Yeah, it's really really awful UI. Just

[43:32] fair warning. Yeah.

[43:36] So, one thing that made me think about

[43:37] how much you need members um the GDP has

[43:41] found here

[43:44] that needs to be on your website too and

[43:47] quality service since 1947.

[43:51] Did you say that because you find Google

[43:52] changes it if it doesn't match your

[43:54] website?

[43:54] No, I'm just saying that's not our

[43:55] authority.

[43:59] Yeah, the year that you opened is one of

[44:01] the primary things that we are seeing in

[44:02] the description fields. Um, so the AI

[44:05] local packs that are surfacing on

[44:06] mobile, uh, they're only in the US and

[44:09] they're only on mobile and they're for

[44:10] about 8% of queries right now. They have

[44:12] descriptions that actually show up like

[44:13] in the local packs. So, I've been like

[44:15] obsessively looking at them and one of

[44:17] the biggest things they feature is

[44:18] anything with numbers. So, what year

[44:20] you've been open, uh, we were able to

[44:22] get like for a lawyer like how much

[44:24] they've been able to win, you know, when

[44:26] they're like, "Oh, we've recovered 50

[44:28] million in compensation, blah, blah,

[44:29] blah." We were able to get that in there

[44:30] because it's a number. Um, and Google

[44:32] wants it, but they're grabbing it from

[44:33] the website, not from the GMBB field,

[44:35] GBP.

[44:41] It should match. Yes. Anything

[44:42] everything should be the same. All

[44:45] again, basics, right? I want to pick

[44:47] back on. It's not what he mentioned

[44:49] about the image. Uh, let me just say it.

[44:53] You always put the keyword that you're

[44:55] trying to rank on the [ __ ] image. I

[44:59] don't care about nothing else, right?

[45:01] Except what they're talking about

[45:03] different, right? But if you want Google

[45:05] to read your images and know what the

[45:08] [ __ ] you're talking about on an entity

[45:10] level,

[45:11] you have to do that. That's why I even

[45:13] created my own tool for it, right? And

[45:15] I'll show a little bit of it tomorrow.

[45:17] You could do it free, but you got to do

[45:18] it one image at a time with Google

[45:20] Vision AI. Right? When you do that and

[45:22] you go to AI, the picture mode, you show

[45:26] up like almost easily, especially if

[45:28] it's a client that has any type of brand

[45:30] or authority. It's almost like easy

[45:32] case. I want

[45:33] Do you put in like size eight fonts at

[45:35] the very bottom? So, put it nice and

[45:36] big.

[45:37] I was like, then your competitors won't

[45:38] be able to like see it and copy you

[45:40] again.

[45:40] Yeah. No, I put it nice and big and they

[45:41] do copy Joy. And then half the time I go

[45:44] into AI overview since me and the old

[45:46] partner Brent of mine, put people on to

[45:48] that little hack. I just see people

[45:51] using the same thing and it's, you know,

[45:52] makes me feel good. It works. I wanted

[45:54] to ask you s if you don't mind. I

[45:56] thought I had messaged you this, but in

[45:58] my messenger I see I did.

[46:00] I'm not going to read all that out. Have

[46:01] you seen this these people in Miami?

[46:04] No.

[46:05] Hey, grab my phone real quick, right?

[46:06] And just look at these reviews when you

[46:08] get a chance.

[46:09] Are they just fake reviews?

[46:10] No. No. Oh,

[46:12] just check it out real quick. I'mma tell

[46:13] them. So, there's something I'm showing

[46:14] her, right? There's a car accident

[46:16] attorney Miami, right? The people

[46:18] ranking number one, 1.2K reviews. Just

[46:21] go look at their reviews. Nugget drop.

[46:25] All right.

[46:26] Which one is it? What's

[46:28] car attorney? And it's nothing to do

[46:30] with me. I don't know all these people.

[46:31] And I'll tell you what it is. It's

[46:33] photos, bro. They got pictures right in

[46:36] their office with the one of the

[46:37] attorneys with all types of different

[46:39] people and consistently.

[46:41] So did I like have you heard the story

[46:43] about photos when we were testing

[46:44] photos? So we did a test with um

[46:46] reviews. We wanted to know like what

[46:48] causes the order. So you know how like

[46:50] when you pull up a business, you'll get

[46:52] like a negative review stuck at the top

[46:53] and it's like eight months old and

[46:54] you're like how do I get that thing to

[46:56] like move down because it's like old. So

[46:58] they're not like ordered um

[47:00] chronologically. They use factors. So,

[47:02] we did a a test on a whole bunch of

[47:04] reviews. We tracked it for a year and a

[47:05] half, and I wanted to know what made the

[47:07] order change. Biggest thing is photos

[47:10] and reviews. So, the the I don't want to

[47:12] call it a hack, but like the the thing

[47:14] that we tested that was just

[47:15] mind-blowing to me is we had um we had a

[47:18] negative review come in from my agency

[47:20] because the guy couldn't get through on

[47:21] our phone lines. Our phone lines were

[47:22] down. And we're like, "This is the

[47:23] stupidest review." And of course, it's

[47:25] like the first thing that showed up. So,

[47:26] we're like, "Okay, we're going to try

[47:28] something." We emailed a client that

[47:29] left us a year a review two years ago

[47:31] and we said, "Can you just go add a

[47:32] photo to the review that you left us?"

[47:34] He goes and he adds a photo. The entire

[47:37] order changed. His came to the top even

[47:38] though it's a two-year-old review.

[47:40] Pushed the other ones like way down.

[47:42] That negative review wasn't even in the

[47:44] top 10 anymore. So photos are like crazy

[47:46] powerful. usually ends up the feature

[47:48] review usually.

[47:55] All right, talk about for a second, but

[47:58] this is what I feel like. So, we're

[48:00] doing it Mike's method for photo

[48:03] is text on the image. I've got the logo

[48:05] on there. I've got the phone number.

[48:07] Most my clients are multilocation, so

[48:10] there's some variance with those photos.

[48:12] And when I start like doing like uh an

[48:15] image audit, okay, and I start seeing

[48:17] that like dude, we're like completely

[48:19] for this keyword, it's nothing but my

[48:22] paa images,

[48:22] bro.

[48:24] It's freaking nuts.

[48:26] What I have seen talking out my ass. I

[48:29] feel like when I start dominating the

[48:32] image section, when you go to the image

[48:34] on the Google, I am also seeing organic

[48:37] rank increase and also map increase.

[48:40] Mhm.

[48:41] That's Hey, just to be clear, in that

[48:43] method that I taught, I told all y'all

[48:45] we doing this organic play with social,

[48:47] but it's to bring the maps up. Yeah.

[48:50] And that was before AI overview existing

[48:53] that you're dominating.

[48:55] You start seeing it lifting everything.

[48:58] What kind of queries are these for?

[49:00] Uh this Okay. So, like when we're doing

[49:02] a PAA, we're just putting in

[49:04] Okay.

[49:05] Okay. And then we get the PAA off of

[49:07] that and then we're creating a whole

[49:08] bunch of PAAs. Um, we do our I'm not

[49:11] going to spill like Mike's being on

[49:13] I'll show tomorrow.

[49:15] The PAAs are constantly ch changing.

[49:17] Okay. So, the PAA changes

[49:20] all throughout the entire day. So, we'll

[49:22] always do our PAAAS up to the second.

[49:25] We're going to that zip code or that GPS

[49:28] and GS location changer and we get that.

[49:31] Okay. So, we do it every time. It's not

[49:33] like we scrape a hundred. We don't do

[49:35] that. I think that's a huge issue

[49:37] because they change. All right.

[49:46] Car accident attorney Miami. They

[49:49] probably rank for car accident law. It

[49:51] probably ran for [ __ ] everything

[49:52] honestly. Just the way they doing that

[49:54] [ __ ] Any other questions for Joy?

[49:57] No. Sure. All right, everybody give it

[50:00] up for Joy.




============================================================
SEO Rockstars 2026: Day 2 - Panel Discussion
Video: https://www.youtube.com/watch?v=hawMp46ikBM
============================================================

[00:05] Questions, questions. Let's get this

[00:06] [ __ ] going. Anybody got a question?

[00:13] Got a whole book.

[00:14] Um Joey, um I've been testing what works

[00:20] better in Reddit, but I would like to

[00:22] ask you this about what works better for

[00:25] you post in Reddit. There are multiple

[00:28] formats like image u video you know um

[00:32] have you tried like maybe using keywords

[00:35] on image or what what do you have you

[00:36] see in your testings

[00:39] maybe same

[00:42] oh we have to trade

[00:45] you want to know about Reddit

[00:46] specifically right yeah I I tested image

[00:49] links I didn't see anything from them

[00:51] the biggest thing from Reddit is if you

[00:53] want anything you do there to have value

[00:55] it has to have activity

[00:57] So, that's why I always go about AMAs

[00:58] because you naturally get comments, you

[01:00] naturally get up votes, and as long as

[01:02] you don't go in promotional, I've seen

[01:04] it backfire where people come in and

[01:05] they're like, "Hi, I'm the best uh

[01:07] divorce lawyer in Las Vegas and you want

[01:09] to talk to me because I'm awesome."

[01:10] Like, you don't want to leave with that.

[01:12] Um, but as far as like what you use,

[01:15] like anything that's going to get lots

[01:17] of activity. Uh, one of my co-workers

[01:20] posted like a baseball card and got like

[01:23] thousands of up votes. That was like his

[01:25] first Reddit post. Um, so it's really

[01:27] easy to get engagement if you post stuff

[01:29] that like people actually care about if

[01:30] you're just trying to like get your

[01:32] account some credibility when you first

[01:34] start. Um, also like starting off on

[01:36] Reddit, you have zero credibility. So

[01:40] might be worth buying an account, which

[01:42] sounds like bad, but like um if you're

[01:45] trying to start off with a little bit of

[01:47] karma, it can give you a bit of a like

[01:49] starting point. Um,

[01:51] are you suggesting we HAVE

[01:56] NORTH SIDE, BABY. YEAH.

[02:01] GOT US. WE GOT

[02:06] 58.

[02:09] WELL, and so the other thing that I

[02:11] would mention on that is that

[02:13] the other thing I would mention on that

[02:14] is that like with Reddit, those [ __ ]

[02:17] are feral. Like straight up. If you go

[02:19] in there and you're like, "We're the

[02:21] best so and so," they're like, "Boo."

[02:24] They'll immediately downvote you.

[02:25] They're they're absolutely feral. Just

[02:28] savage,

[02:30] right?

[02:32] And it's just it's not something that

[02:34] you want to engage in. Like go in there,

[02:36] you know, like, hey, check this out or

[02:39] do an AMA. Be very very upfront that

[02:41] this is what it is and what it is not.

[02:44] And you'll have a lot a lot better

[02:46] success with credit. Anything else?

[02:48] Yeah.

[03:01] Not all at once.

[03:04] I got questions. You got one right

[03:06] there.

[03:06] You got one, man.

[03:13] Oh, this is question for Joy. I was just

[03:15] going to ask um the Reddit thing you

[03:17] were talking about using it from verbal

[03:19] patterns when you're looking to do

[03:23] the posts and the content and cleaning

[03:25] things up and and making additions to

[03:27] existing content uh instead of doing

[03:30] just the straight AI pages. How are you

[03:32] also really getting into the head of the

[03:34] Reddit user to determine that's

[03:35] indicative of the average pattern of how

[03:37] other people are thinking versus just

[03:39] one person who might think completely

[03:40] differently from the rest of the group?

[03:42] you do you batch other like Reddit posts

[03:44] to see if they have some sort of common

[03:45] themes, common presuppositions and that

[03:47] becomes the basis for any content

[03:49] upgrades or brand new content that you

[03:51] have written.

[03:57] Yeah. The content that you read on

[03:59] Reddit just that you're finding out and

[04:01] you say, "Okay, this is an this is a

[04:02] problem that people have." Is there but

[04:06] if I were to write a post I'm very

[04:08] grateful that the US economy is not

[04:10] based away on I think because I'm

[04:12] probably one goof in the corner but I

[04:14] don't want anyone to then start writing

[04:16] thinking that content needs to be

[04:17] written because I was the one who had

[04:18] the most articulate or inartic whatever

[04:20] the the the goal was. So, do you go

[04:23] through common themes over and over

[04:24] again and kind of find repeat patterns

[04:26] on Reddit and then that becomes either

[04:27] be basis of a persona or or the or the

[04:29] things that you decide to hit when you

[04:31] then create brand new content or create

[04:33] content to enhance an existing page.

[04:45] Yeah. No, I don't I don't think you'd

[04:47] have to be that thorough. Um, like I

[04:49] wouldn't be combing through like Reddit

[04:50] posts and things like that. Um, most of

[04:52] the time I don't even like look at

[04:53] Reddit. I just look at the sources for

[04:55] the AI overview. Um, generally and see

[04:58] what consensus that is.

[05:00] You can go sentiment analysis from

[05:02] Right.

[05:04] So I do like I got a lot of [ __ ] up,

[05:08] right? I have, you know, Reddit has a

[05:10] free API

[05:16] testing going on.

[05:20] And that's just part

[05:28] I got you brother.

[05:29] Yes sir. And then right between

[05:34] you have the social element as best as

[05:37] you can right.

[05:46] I can't tell you how happy it made this

[05:50] turtle.

[05:55] How scared was that?

[05:57] Super scary. I mean, this is

[06:00] for a while.

[06:03] It's not that scary.

[06:19] multiple tags,

[06:22] right? One is Gemini CLI, one is Brock,

[06:25] one is FL, one is [ __ ] another Gemini

[06:28] version, Doom, right? So, one terminal

[06:31] has multiple tabs and I'm going in, son

[06:34] in. And remember, data for SEO, most of

[06:37] the tools you're using, that's what they

[06:39] come and grab and charging you for, bro.

[06:42] Just go sign up. Don't be scared to pay

[06:44] the $100 minimum for the AI part. Don't

[06:47] be scared to pay the $100 a month for

[06:49] the backlink part and you off and

[06:51] running. [ __ ] all that other [ __ ] Build

[06:53] your own [ __ ] It's not that hard. And

[06:56] thank you. I want to just say this

[06:57] publicly, right? Thank you, KO. Thank

[07:00] you, Brian W. Thank you, Simon. And by

[07:03] the way, three of those that meet me in

[07:05] that same mastermind I was talking

[07:06] about. I learned so much from these

[07:08] guys. Even just lurking, they just say

[07:11] one thing. That's what you got to do

[07:12] with me, bro. Say one thing and I'm

[07:15] gone. That's what I'mma do. Open up a

[07:17] terminal, deep research, deep research.

[07:20] And now I'm study that subject in the

[07:22] depth like a [ __ ]

[07:25] Then open up another terminal, run, and

[07:27] it creates me something I give to my

[07:29] team. But me knowing it alone is

[07:32] useless.

[07:34] Brian, am I lying?

[07:37] If he gives me stuff and I go, "Hey,

[07:39] bro, look, just to make sure I'm about

[07:40] to give it to my team, this isn't this

[07:43] this is how it is." He goes, "Yes, I

[07:48] question. I got one." All right, there

[07:50] you go. Got a question.

[07:55] Brian with um Brian. So

[07:59] yeah, you talk about creating networks,

[08:02] you know, big network. There's a point

[08:04] where when you have a large network, you

[08:07] can use this at PBNs, you can just boost

[08:10] one new website, but the starting point

[08:13] is is difficult, you know, like the

[08:16] first website, what what do you

[08:18] recommend to boost it a bit? What kind

[08:20] of links you build? I I saw you you're

[08:22] in in the group you know you you shared

[08:24] a bit about um this this parasite is

[08:26] about books uh the guest um something

[08:30] for for books uh the authors there's a

[08:33] parasite for authors amazing um but what

[08:36] what else do you suggest for for

[08:38] boosting a bit your your your

[08:41] PBN or this network when you you don't

[08:44] have a lot

[08:49] all right So, if I'm starting a network

[08:52] right out of the gate, I usually do the

[08:54] WP WP multi-sight networks. Um, you pay

[08:57] for one domain and build out 800

[08:58] subdomains. Well, for that and if I want

[09:01] to start getting traffic, getting some

[09:02] activity to it right away. Obviously,

[09:04] you can start with a u invest domain

[09:07] that has some authority, some history

[09:08] behind it, has some backlinks, some

[09:10] traffic coming in. Great. starting from

[09:12] scratch, you're going to have to start

[09:14] using some of those, you know, what I

[09:16] call those catalyst content type

[09:17] techniques like the expert roundups and

[09:19] things like that. Start doing that. You

[09:21] have some experts come in, contribute

[09:23] it. I put in the um I say get a ton of

[09:27] traffic from guest post accepted type

[09:29] posts. I'll put a a table of every

[09:32] single search operative someone reviews

[09:35] the guest post of the niche that I'm

[09:36] going after. and I'll get 10, 15, 20

[09:39] requests a day for guest posts coming in

[09:41] and combing through the site looking at

[09:43] the type of post I have things like

[09:45] that. I am obviously, you know, taking

[09:47] advantage of social and credit and what

[09:49] else people are talking about to get

[09:51] traffic. But again, um, anything you can

[09:55] use that's going to generate media

[09:56] traffic and another big thing for that

[09:58] is, uh, directories. Add a directory to

[10:00] the site. I'm going to scrape uh scrape

[10:02] all the data I can put the uh the uh

[10:06] directory in here that's going to

[10:08] generate just a ton ton of traffic right

[10:10] out of the gate just from super low

[10:12] hanging fruit people searching for phone

[10:15] numbers and addresses personal names you

[10:17] know how many people have um you know

[10:19] Google alerts set up for their personal

[10:20] name their business name or something

[10:22] like that publishing a a directory

[10:24] listing for them and then leverage them

[10:26] for paid upgrades things like that or

[10:28] for them a a future post on the uh on

[10:30] the site So, there's a ton of little

[10:32] things that you can do to kind of get

[10:33] some traction right out of your paint

[10:35] and

[10:36] do them all at once and you'll do well.

[10:45] One of the things that I would add to

[10:46] that is like with if you're doing a

[10:49] multicight kind of like how Len's doing

[10:51] it or if you're doing that it doesn't

[10:52] need to be some shitty like looking you

[10:55] know just for links stuff. There's

[10:57] there's this line between

[11:00] just a we're going to throw it up for

[11:01] link equity or for for links and

[11:04] actually giving a [ __ ] right? And so if

[11:07] you air on the ladder of the two where

[11:09] you actually do feel like I'm doing

[11:11] this, I'm a journalist. I'm actually

[11:13] creating good content. You know, Winnham

[11:15] talks a lot about this where it's like

[11:16] expert roundups, right? His presentation

[11:18] expert roundups. you're going to look at

[11:20] maybe uh you know restaurant highlights

[11:24] in the area or feature businesses in the

[11:26] area. That's [ __ ] that an actual

[11:29] journalist would do, not just some

[11:31] random run-of-the-mill SEO, right? So it

[11:35] there there is an element of quality

[11:37] that kind of comes into it. Like I

[11:39] guarantee like most of the stuff like if

[11:40] you looked at when any of whom's network

[11:43] if you look at the if you look at any of

[11:44] Bradley Bennett stuff uh if you look at

[11:47] any of the people that actually care

[11:49] about their network and what they're

[11:51] actually leveraging for it it's going to

[11:53] look like a website. You're not going to

[11:55] know the difference between that versus

[11:58] you know you the New York Times kind of

[12:01] a thing. So it comes down to quality.

[12:10] want to go first.

[12:14] How many on the panel have PBN networks?

[12:18] Don't lie.

[12:20] Yeah. Uh, how many in the audience have

[12:23] PBN networks?

[12:26] How many would like to have them that

[12:29] don't have them?

[12:32] No. No. No.

[12:35] One. Two people.

[12:41] Okay, the first question is for the

[12:42] whole panel.

[12:44] It says, um,

[12:48] wait a minute.

[12:51] It's from Bernard. This is for the whole

[12:53] panel. I am a little confused. Do we use

[12:56] images generated on LLMs for SEO?

[13:01] Or if we do want to create images, we

[13:05] should use nano banana or do we not use

[13:09] any generated images? Please help me to

[13:12] understand.

[13:19] Well, for my local clients, we just get

[13:23] original images from them. And um and

[13:25] I've been training

[13:27] I've been uh training my lo trying to

[13:28] train my local clients to snap photos on

[13:31] every job like some of the others talked

[13:33] about Simon as well to snap photos, take

[13:36] quick videos, all that kind of stuff.

[13:37] And so we always use their images. Um I

[13:40] have a library of images that I've taken

[13:42] from screenshots from tree service

[13:44] videos and that kind of stuff that we

[13:45] use for campaigns that where the client

[13:47] does not provide the enough photos. So

[13:49] we've built over the years working with

[13:51] tree guys. We got a massive library and

[13:53] we've manipulated images so that they

[13:54] appear to be unique, you know, all that

[13:56] kind of stuff. So, I don't typically use

[13:58] AI generated images for client work,

[14:00] just to be clear. Um,

[14:02] I'm glad seeing Joyy's Joyy's

[14:04] presentation today, it makes sense that

[14:06] I I'm glad I didn't. So,

[14:10] so there's a couple different ways that

[14:12] I would approach it. Ideally, what I'm

[14:14] going to look for is

[14:16] unique client images and that like it's

[14:20] kind of a good, better, best situation,

[14:22] right? So, best situation is going to be

[14:25] client their team's on it. They're

[14:27] snapping photos daily, showing jobs, the

[14:31] actual business that they're doing.

[14:33] Hands down, that's going to be the best

[14:34] way to do it. Second best way would be

[14:37] like the YouTube kind of approach, AI

[14:39] thing. The again the thing that that I

[14:41] am aware of with Google Nano Banana is

[14:43] they use what's called synth ID which is

[14:45] actually embedded it's like a pixelation

[14:49] actually watermarked in the image. So

[14:51] it's not just the little Gemini logo but

[14:54] it's actually embedded within the image

[14:56] so they can identify if it was created

[14:58] by AI. Um not all of the AI uh image

[15:02] generation company or not all image

[15:04] generation via AI is using this

[15:06] technology but I know Google is for

[15:08] sure. So air on the side of caution with

[15:12] that right if a client can't do that

[15:13] then go banana you create the AI

[15:16] generated images be aware that there is

[15:20] both risk and reward with that absolute

[15:22] worst case one and do not use this is

[15:27] make sure that it does not have a

[15:28] watermark. There's a whole other

[15:30] presentation on that alone, but I can

[15:32] tell you if it has watermarked or if

[15:35] there are other things embedded within

[15:37] the the image that can be unbelievably

[15:40] problematic for your business.

[15:43] or delete.

[15:50] Uh so the only thing that we use AI

[15:52] images for is like infographic kind of

[15:54] style things where it's like a chart or

[15:56] a graph or something like that for

[15:58] anything that's like a garage door, a

[16:00] lawn, a roof, whatever. Um we completely

[16:03] stopped using AI images because we saw

[16:05] the ranking benefit gains we were

[16:07] getting from them just reversed.

[16:14] I echo.

[16:21] Yeah. Asking clients to to take images.

[16:25] Yeah. If they could all day long,

[16:26] everyone's saying the same thing. Do

[16:28] they? No. If you have now in niches like

[16:33] I do a lot of white label for dentists.

[16:36] You can't really use an AI image. Uh

[16:39] then you have like who's this person?

[16:40] they don't work here. So what we do is

[16:42] we try to we send in a professional

[16:44] photographer and they'll take real

[16:46] images with the dentist and the staff

[16:48] now staff turns over then you have old

[16:52] images but I think for those things

[16:55] where you're looking to create trust

[16:57] where you have say your money your life

[16:59] you do need real images there and use AI

[17:02] images sparingly but for things like say

[17:05] plumbing I mean how how how

[17:09] well can you make an image should say

[17:11] toilet repair. I mean, come on. You got

[17:13] a toilet. You got some guys like with a

[17:15] wrench. And there's there's only so much

[17:18] you can do with it. But I I do like to

[17:20] use them because I can I can get the

[17:22] right entities in there versus some guy

[17:25] thinking, "Oh, this is this is good

[17:27] enough." It's not good enough. Sometimes

[17:29] I need to have the right entities in my

[17:30] image. Yeah. If if clients can take

[17:32] them, great. Then my job is easy. But it

[17:35] doesn't work like that in real life.

[17:47] I I think it's also purpose, right? Like

[17:49] it it's the age-old SEO answer of it

[17:52] depends, right? So if you're looking at

[17:56] a GMBB,

[17:58] absolutely they need to be high quality.

[18:00] They need to do that. As Marita was

[18:02] mentioning earlier, you also need to run

[18:03] it through uh cloud the vision AI. You

[18:07] want to double check that because if if

[18:09] it's identified as racy, uh, violent,

[18:12] anything like that, I've seen GMBB posts

[18:15] can immediately get flagged for that.

[18:18] Now, if you're using it on Facebook,

[18:19] Instagram, Pinterest, any of that kind

[18:21] of stuff, it's a different scenario,

[18:24] right? We don't necessarily need the

[18:26] highest quality images there. You can

[18:27] get away with like infographics, things

[18:29] like that, but it's right tool, right

[18:31] job.

[18:35] One one thing I'll add is I love

[18:38] infographics that they're really good.

[18:40] They really I think you mentioned that,

[18:41] didn't you, George? Yeah, they're really

[18:43] good, but I mean I used to someone used

[18:45] to pay I used to charge like 100 bucks

[18:48] for an infographic. I'm cheap and I'm

[18:49] lazy. So I I don't do that anymore. The

[18:53] uh GMBBS are good for like I say images

[18:56] of where you are and you can't recreate

[18:59] those in AI. The other thing I do which

[19:02] I didn't cover in the presentation when

[19:03] I have an image created with the AI I

[19:06] need to resize it rename it and add

[19:08] maybe add a logo to the corner and I

[19:10] think by doing that when I'm

[19:11] regenerating doesn't that BK doesn't

[19:13] kind of remove that watermark.

[19:18] Okay. So it's a visual watermark even

[19:26] cool.

[19:43] And for me, same as everyone else. For

[19:45] clients, I push for their stuff. Um, for

[19:48] social, for my affiliate stuff, for my

[19:50] networks, I just send it. Let it rip.

[19:53] All AI stuff, who cares?

[19:56] No way.

[20:02] Simon, what other resources can you

[20:04] recommend to get better context to

[20:07] understand your actual presentation?

[20:18] You want the funny answer, the long

[20:20] answer, the short answer.

[20:22] What what's what specifically they

[20:25] looking at? Give me one thing.

[20:31] Okay. I think the best answer is just

[20:33] reach out to me. I'm very approachable.

[20:36] I'm open book most of the time. Just

[20:39] just reach out and and ask me. But

[20:41] resources for understanding. Let's see

[20:44] what might they have asked

[20:46] about.

[20:50] Let me ask the audience here. What was

[20:51] the hardest part of my presentation for

[20:54] you to understand

[20:56] besides my accent?

[21:13] Yeah, I I just start asking questions.

[21:16] Like I said in the presentation, the

[21:18] only question you don't that there are

[21:20] no stupid questions except the ones you

[21:21] don't ask. Like just we've all done

[21:24] that, right?

[21:26] Uh for if it was coding, I mean there's

[21:29] a bunch of coding videos out there. Just

[21:32] look on YouTube like AI coding. There's

[21:34] a million out there. If it's what else

[21:41] entities on the image?

[21:45] Yeah, Nester was saying like entities on

[21:47] the images and entities basically like

[21:48] I'm looking at here. We got cups,

[21:50] phones, backpacks, computers, half eaten

[21:52] bagel. I say you did not eat your bagel.

[21:57] Okay.

[22:02] I'm Australian.

[22:05] What does it mean to build?

[22:10] Okay. I So I I have my my websites I'm

[22:13] doing now are based on WordPress. So the

[22:16] word WordPress core then I just use like

[22:20] say Claude or Gemini or whoever to

[22:22] create the HTML goes in the page itself.

[22:26] That makes sense. like P tags, divs,

[22:28] sections,

[22:30] lists, tables, that type of thing. All

[22:33] all the HTML elements.

[22:37] Yeah,

[22:38] exactly. Yeah, text editor. Yeah, text

[22:41] editor and then into the code tab and

[22:43] then just paste everything in there,

[22:44] baby. Or if you're lazy like me, you

[22:46] just cover using the the um uh JSON,

[22:49] what's it called? REST API. Thank you.

[22:52] REST API, push it in there, use an

[22:54] application, a WordPress user

[22:56] application password, and you're in

[22:58] you're Yeah. And it's like easy peasy,

[23:02] easy peasy lemon squeezy.

[23:06] Does that help, mate?

[23:12] That was a banger.

[23:18] Oh, so the qu yeah yeah the question was

[23:21] bu building how do I use how do I build

[23:24] pages inside websites is it pure HTML no

[23:27] I in my my preference right now is I'm

[23:30] using WordPress as the underlying

[23:32] platform just basic WordPress core no

[23:35] theme and I'm going into the code editor

[23:38] of like you basically say post create a

[23:40] new post go to the code tab and paste

[23:43] everything in

[23:57] diggity, mate.

[23:59] Good.

[24:00] Okay. Okay. Good. Uh, good day. What did

[24:03] they say down there? It's funny. I have

[24:06] some a banging. No, it's funny. I have

[24:10] some Australian clients and we used to

[24:13] have our our VAS that would write they

[24:15] were Filipinos I think they wrote

[24:17] American English like no no no they

[24:19] speak proper English over there.

[24:25] Good. Good on you, Bruce or Sheila.

[24:38] Yo, for anybody that does, I got a

[24:40] question.

[24:43] So, for anybody that does schema, right,

[24:45] what do you think is the most powerful

[24:47] or important schema link part of it?

[24:49] Known as, same as, something else. I

[24:51] don't want to throw any nuggets out. But

[24:53] I want you to drop it out. Huh?

[24:57] Guys, anybody?

[25:00] So, I'm not I'm not I'm not a schema

[25:02] person, I should just say. Um, but the

[25:04] one type of schema that we actually do

[25:06] is product schema because it's the only

[25:07] one that gets you gold stars. That's all

[25:09] I really care about with schema.

[25:14] I do reviews. So, I've got all my

[25:17] reviews in there. And the thing they

[25:18] reviewed is typically it could be a

[25:20] product but typically they review the

[25:22] business. So but in my in my when I

[25:25] download all the reviews I'll create the

[25:28] reviews and they will be it's okay

[25:31] and they'll have all the review markup

[25:33] in there. So if I need to import them

[25:35] with a short code they're already in

[25:36] there get marked up. So I like review

[25:38] schema which and it shows up in search

[25:41] console too right?

[25:44] Don't fast

[25:47] I'm forcing answers.

[25:50] So what I've had a lot of success lately

[25:52] with is um basically creating like micro

[25:55] entity silos on my different sites for

[25:57] different um different things and using

[25:59] the link roll link relationship schema

[26:00] and just tying everything together.

[26:02] Link ro and link relationship schema.

[26:05] Yeah. And just making sure all my uh my

[26:08] uh you know my money pages, my

[26:09] supporting pages are all tied together

[26:11] understood that way within the schema.

[26:18] So, Neestor, I do like webpage, but

[26:22] because you can get really versatile

[26:24] with it. Um, significant links, the

[26:27] significant link is really good. I like

[26:29] that one.

[26:30] Um, with web page, you can also go in

[26:33] and it's basically like you're designing

[26:35] a web page. You can say like here's

[26:36] event schema, here's all this other

[26:37] stuff. Um, is it necessary in all cases?

[26:41] No. But if if I need that extra little

[26:43] edge, I mean, Lita and I we talked

[26:45] about, you know, you don't bring a

[26:46] bazooka to a knife fight. You go in and

[26:48] escalate.

[26:51] Yeah.

[26:58] Yeah. No, I like that one. Um there

[27:00] there have been cases we did we did

[27:02] webpage schema with marked up with event

[27:04] schema and stuff like that and I

[27:06] actually took over an event there in

[27:08] knowledge camp.

[27:10] So

[27:12] all right mine is the ID page strategy.

[27:15] Been messing with that for seven years

[27:17] now since 2019 since since 2019. And

[27:20] that uh and local business scheme well

[27:22] you'll see the ad ID field in many

[27:24] different schema types. But the way that

[27:25] we manipulate that for local business or

[27:28] organization. So I look at the knowledge

[27:30] graph is two ways. There's a brand

[27:31] knowledge graph which is kind of

[27:32] location neutral and then for each

[27:34] individual physical location there's a

[27:36] branded location knowledge graph. And so

[27:38] we can influence that through that ad ID

[27:41] designation if there's a dedicated

[27:42] resource there which is specifically for

[27:44] URI unique resource identifier where my

[27:47] concept at least my methodology is we go

[27:50] extract all the page URLs that we've

[27:51] created some that are indexed some that

[27:53] haven't been discovered yet anything

[27:55] that has accurate information published

[27:56] about that business is a citation right

[27:58] that's what it is so we consolidate all

[28:00] those citations into an ID page that

[28:03] then we designate the dedicated ID page

[28:04] URL and the ad ID field of the local

[28:06] business schema

[28:07] You can do that at a brand level too an

[28:09] organization schema and that just is it

[28:11] becomes an entity of where everything's

[28:12] tied together all the supporting assets

[28:14] anything that corroborates name address

[28:16] phone number website or some combination

[28:18] of those four data points so and then

[28:20] that ID page becomes a link building

[28:21] target right so you fill it with like

[28:23] press releases are fantastic for that

[28:24] you hit it with brand anchors first then

[28:26] you get and we host our ID pages on

[28:28] Amazon S3 bucket I typically don't give

[28:30] a [ __ ] about domain authority but in

[28:32] this case you've got incredibly high

[28:34] domain authority and so you can be a lot

[28:36] more aggressive with link velocity,

[28:38] keyword anchor text, especially once you

[28:39] have that pillow base layer of branded

[28:41] anchors. So, I've been using the ID page

[28:43] strategy for seven years and I love it.

[28:44] It still works.

[28:48] Yeah. So, it's it's almost it's you know

[28:49] kind of an iframe stack as well in

[28:51] addition to referencing all of the uh

[28:53] page URLs that have accurate information

[28:54] published about the the business NAPW or

[28:56] some combination of those. Uh we'll by

[28:59] the way Google Sheets we take put column

[29:01] A all the keywords or algorithm trigger

[29:04] words. I hate the word keyword anymore.

[29:05] I really do. algorithm trigger words uh

[29:07] in column A, column B, we'll put all

[29:09] those page URLs, post URLs, whatever,

[29:11] citations, press releases, all that. And

[29:13] then in column C, we use a concatenate

[29:15] formula. Took me forever to learn how to

[29:16] pronounce that, remember?

[29:18] Like I'm so proud of the fact I can say

[29:19] that word now. Uh but concatenate

[29:22] formula, right? So it converts it to all

[29:24] those keywords to the an the URLs. So

[29:27] anchor text, we hide the first two

[29:28] columns. We publish the Geek Gravity

[29:30] embed code that goes in the Gsheet. and

[29:32] any of the main assets like the money

[29:34] site if it's embeddible we'll embed that

[29:36] uh Google business profile map um

[29:38] citation vault if you're using that

[29:39] press advantage organization page we do

[29:41] all that kind of stuff an iframe stack

[29:43] as well is just an entity resource for

[29:45] any of the branded or supporting assets

[29:47] that support or corroborate that branded

[29:49] business locations information does that

[29:51] make sense

[29:52] just just for the record

[29:55] this as well this is where this is one

[29:57] of the first places I

[30:00] Yeah, that's a fact. Repeat that [ __ ]

[30:02] again, bro. You know, like I'm watching

[30:04] him talk and I'm like I'm like why

[30:08] my man like you know and I told me the

[30:11] text that link this dude is a brainiac

[30:13] bro listen

[30:17] what

[30:19] here you go Simon yo listen just a quick

[30:22] question just say yes or no and then

[30:23] negative effect or no you ever tried

[30:25] significantly CB

[30:29] no Yes. Yeah. What kind of effect? Yay.

[30:32] Your name.

[30:35] So, yay. You ever tried that? You ever

[30:36] tried that? Tried that name.

[30:52] The one that you don't.

[30:54] Yeah, the one you don't build next to

[31:01] seriousity.

[31:14] Yeah. So, don't link to your C map URL.

[31:17] I still see SEOs do that sometimes. not

[31:18] near as much as we used to. By the way,

[31:20] I used to spam the [ __ ] out of them,

[31:21] too. So, you know, we all did, but uh at

[31:24] some point it became a spam signal and

[31:26] it's uh Chris uh Palmer did a bunch of

[31:28] testing on this as well. And there's a

[31:30] threshold and so it usually takes a

[31:32] certain volume of links to do it, but I

[31:33] say just don't do it unless you know

[31:35] what the hell you're doing and it's very

[31:36] strategic. So, for example, in an ID

[31:38] page, I link to the the CI map URL

[31:40] because again, that's an entity stack.

[31:42] That's a machine readable ID, right? So,

[31:44] all that I put that in there as well. on

[31:46] has hazmap. I always reference the C map

[31:48] URL and hazmap uh attributes all that.

[31:50] So, but just don't just don't spam it

[31:52] like and I recommend just don't build

[31:54] links to it. If you're going to build

[31:55] links to the Google map, do a share URL.

[31:56] It's a natural looking link profile.

[31:58] Yes, you're not pushing link equity in

[31:59] the map. Who cares? It's a natural

[32:01] looking link profile. Brand [ __ ]

[32:03] private, bro. Remember when I sent you

[32:04] one on my joints and you sent me a

[32:06] message like HOW THE [ __ ] YOU GOT TO

[32:08] TRUST FLOW 40

[32:11] ON your share URL, bro? Uh, and and it

[32:16] was it was it was a it was you fixed it.

[32:19] You helped me fix it. It was a little

[32:20] bad, but yo, that [ __ ] had that [ __ ]

[32:22] ranking gang busters. Uh,

[32:24] oh, Simon, you had something.

[32:26] Yeah, you're asking for the property and

[32:28] schema. So, if you go look up additional

[32:30] property

[32:31] and you got some creativity,

[32:36] knows what I'm talking about here. So,

[32:38] all the signals and everything I had in

[32:40] the presentation, which I didn't share

[32:42] today, but it's in there. all these

[32:43] signals like years in business, you can

[32:46] put that in there, too. Or your your

[32:47] license number, things like that.

[32:49] Everything that you have a real business

[32:51] would have, put it in there. Make up

[32:53] your own property.

[32:55] If if a machine can read it, it's going

[32:58] to assume what that is. Years in

[33:00] business, years dash in dash business.

[33:04] Okay. Right. Just do it. Don't don't

[33:06] overthink it. Put everything in there

[33:08] that would make sense to real business.

[33:10] I have a question.

[33:14] I want to say something

[33:16] about I've been trying to tell people

[33:19] for quite a while. [ __ ] all that keyword

[33:21] [ __ ] Talk to me about keyword and then

[33:24] for a while we've been on entities and

[33:26] even that you need entities gradually

[33:28] like understand where we are. So that

[33:31] like that's the basis for us at this

[33:32] point basis

[33:35] services.

[33:37] So a PI is right. I do some whitening

[33:41] send. So the agency selling to PI

[33:44] attorneys, hey, send me five services. I

[33:47] tell them they send me one service.

[33:51] One service fraud with the GO with the

[33:55] GO. Well, I said send me five services.

[33:59] Not one service or five variations.

[34:01] Right? So what I mean personal injury,

[34:04] motorcycle,

[34:07] slip and fall, wrongful death, right? So

[34:10] what I want to uh act because you work

[34:12] with a lot of PIs, right? Is or is I'm

[34:15] not what I'm saying factual like

[34:17] personal injury attorney. That's it

[34:20] brings the money and that's what they

[34:21] all want for sure, right? This in that

[34:23] niche that's the vanity keyword. The

[34:26] money is in the truck accident attorney

[34:31] Geo because the truck accident pays. Am

[34:34] I right or am I wrong?

[34:38] No, I I think they're both important. So

[34:40] like whether personal your question was

[34:42] whether personal injury attorney Las

[34:44] Vegas is just as important as like truck

[34:45] accident lawyer, slip and fall lawyer. I

[34:47] think they're all important. So I would

[34:49] go for all of them. Um were you talking

[34:50] about like when you say services you're

[34:52] talking about like in the GBP itself?

[34:53] So, like for instance, if let's say I'm

[34:57] like, "Hey, you're like Marino, I need

[34:58] you some help with this, you know, you

[35:00] miss it, right?" And I'm like, "All

[35:01] right, send the services over." What

[35:03] would you send over?

[35:04] Yeah. So, we we usually ask them, I'm

[35:06] like, "Do you take dog bite cases? Do

[35:07] you take slip and fall cases?" Because

[35:09] what I've found with specifically with

[35:11] personal injury attorneys, there's a

[35:12] good chunk of them that don't actually

[35:13] want certain cases. We have like this

[35:16] one client that they get so much traffic

[35:18] for slip and falls, their Walmart slip

[35:19] and fall page is like wild. They don't

[35:22] want them. They're like, "These are

[35:23] crappy cases."

[35:25] Yeah.

[35:26] Yeah. So, it depends on, but all of them

[35:28] want car accidents. All of them want

[35:29] trucks. All of them want drunk driving.

[35:31] So, we we usually will map out like all

[35:34] of those. Drunk driving is a good one.

[35:36] Um,

[35:37] yes. Uber. Uber accidents.

[35:40] Well, we're going even beyond Uber now.

[35:42] There's all the other like I forget some

[35:43] of the names of them, but there's other

[35:44] Yeah. Well, Lift and there's another big

[35:46] one that's like starting up. Yeah, maybe

[35:48] that's it. Um, so we're starting to like

[35:51] create pages for those as well. So yeah,

[35:52] target all of it.

[35:54] Okay, I just, you know, want to go for

[35:55] one, you bring up a really good

[35:58] you bring up a really good point about

[36:00] asking the client. I mean, this just

[36:01] comes down to due diligence, right? Like

[36:03] you ask the client if they don't want

[36:05] dog bite. Like why why would you put in

[36:08] time and effort into, you know, oh,

[36:10] we've got to do this entire topical map.

[36:12] We've got to do all this. They don't

[36:14] want that. What they want is this, this,

[36:16] and this. This is what actually drives

[36:18] money. It may be that they're actually

[36:20] set up to do dog biting. Maybe that's

[36:21] what they want because they they're

[36:22] like, "Dude, it's a slam dunk for us.

[36:24] Super easy. We've got it figured out."

[36:27] That's like, "We are the dog pie

[36:28] company." Like, understand what the

[36:31] client needs because it's not it's not

[36:32] as cookie cutter. And that's where a lot

[36:34] of larger agencies I see tend to fail is

[36:37] that they try this one-sizefits-all

[36:38] like, "Oh, you're a PI attorney. We're

[36:40] going to do this and this and this." And

[36:42] it's like, "No, [ __ ] listen.

[36:44] Listen to the client. What do they want?

[36:46] What do they need? What are they set up

[36:47] for?" So, a question we started asking

[36:49] our clients too is can you break down

[36:51] the percentage of revenue by service?

[36:53] Can't even tell you.

[36:55] Who's in my real quick?

[36:57] Bro, you just joined so you didn't hear.

[36:59] Y'all know right everything they saying,

[37:01] right? Everything, right? I just just

[37:05] Sorry. Sorry.

[37:06] We We had a pest control client and we

[37:08] were like creating stuff for I don't

[37:10] even remember like mosquitoes and things

[37:12] they didn't care about and they were

[37:13] like, "Oh yeah, like 40% of our business

[37:15] comes from sugar ants." We're like, we

[37:17] haven't even done a single thing for

[37:18] ants or anything related to ants on your

[37:20] website. So, like after that, we were

[37:22] like, okay, we're going to start like

[37:24] asking clients upfront what services

[37:26] specifically they get the revenue from

[37:27] and we ask them for percentages. So,

[37:29] when they tell me 80% of their cases

[37:31] come from car accidents, okay, that's

[37:33] our focus.

[37:37] Something else in auditing a lot of

[37:39] white labor as a white label I audit and

[37:41] review a lot of sites and I see a lot of

[37:44] times in attorney niche which we got a

[37:45] lot of that our three biggest industries

[37:47] are legal mostly personal injury

[37:49] dentists health in general but dentists

[37:51] and then home services all types and uh

[37:54] with especially with attorney sites I

[37:56] don't know why so many local um you know

[37:58] u SEO agencies marketing firms that work

[38:01] specifically with attorneys they

[38:02] overoptimize the [ __ ] out of their sites

[38:04] and like the homepage will be optimized

[38:06] for personal injury attorney. Then they

[38:07] have personal injury services page that

[38:09] then introduces all the individual case

[38:11] types. Then, you know, and it's just

[38:13] this so much redundancy and duplication.

[38:15] It's unbelievable. I mean, we're talking

[38:17] about oftentimes, you know, personal

[38:18] injury attorney sites you'll see with,

[38:20] you know, 1,200, 1500 pages on the site

[38:22] because it's not just about the uh case

[38:25] type plus the service, the location that

[38:27] they're trying to rank for. So, they got

[38:28] a page for every case type times every

[38:30] city that they're trying to get exposure

[38:32] for. But then they got blog posts, 300

[38:34] blog posts, you know, for each, you

[38:36] know, variation of each phrase. Just old

[38:38] school SEO tactics. I still see a lot of

[38:40] that. And I see like again site

[38:42] efficiency. In my opinion, the two most

[38:43] important things in local search are

[38:44] branded location authority number one.

[38:45] Number two is site efficiency. So again,

[38:47] having a site make clean structure, free

[38:50] from technical SEO errors or points of

[38:51] crawl resistance, um lean, efficient,

[38:55] easy to easy to parse, all of that. Just

[38:57] those two things are the most important

[38:58] thing in local search. And then

[38:59] engagement, but that's an off- page

[39:00] thing. yourself.

[39:02] I want to piggy back on something said

[39:03] real quick. Right. Ask the clients what

[39:06] she said. Exactly. Right. And then also

[39:08] another one I like to ask is, you know,

[39:11] because one one service might make them

[39:14] one one service might make them the most

[39:16] revenue, right? But there might be

[39:17] another service that's what keeps the

[39:18] bills going and keeps the crews working

[39:20] so that they don't lose crews,

[39:22] especially during seasonal work, right?

[39:25] So when you onboard a client, like add

[39:27] that on, bro. What services do you

[39:28] offer? What brings the most ROI? What

[39:30] percentage? Just what she said, right?

[39:32] And then also, okay, what service too?

[39:34] Okay, now another question. What do you

[39:36] get the most of? What's the volume?

[39:37] Like, so if you're doing inspections,

[39:39] multiple a day, every day, you know,

[39:42] that's that's the bread and the butter,

[39:44] right? The new installs is the cherry on

[39:46] top of that pie.

[39:49] Okay, this question says, first of all,

[39:52] thank you for all you do for this

[39:54] community. This is again for each of

[39:56] them. Do you use parasites? If so, which

[40:00] is your favorite? If you do not use

[40:02] parasites, why don't you use them? Thank

[40:05] you all again and the whole rock stars

[40:07] team and administration.

[40:10] You can start.

[40:11] Sure.

[40:12] Yes, I use parasites. Uh, always have,

[40:15] always will. Well, not don't say always

[40:17] will, but we'll probably most likely

[40:19] most likely.

[40:21] U, but I mean I started my whole SEO

[40:23] business on if networks, which is just

[40:25] parasite SEO. That's all it is, you

[40:27] know, and it's that's never stopped. So,

[40:29] uh, my favorite is the ID page, but I

[40:31] can consider that an entity asset, even

[40:32] though it could also be parasite SEO,

[40:35] uh, or in the Google site, Google site,

[40:36] you know, I still use the hell out of

[40:38] Google sites, Google stacks, all that

[40:39] kind of stuff. It's never, in my

[40:41] opinion, it's still a very kind of

[40:43] foundational thing. And so, Google sites

[40:45] are probably my favorite.

[40:47] I think parasites just such a it's

[40:49] almost like PPC. It's like this dirty

[40:51] word, right? However, it depends on who

[40:53] you're talking to. If you're if you're

[40:54] talking to someone that is

[40:56] foundationally like wanting to, you

[40:58] know, make it sound clean and all this,

[41:01] it's branded. It's a branded property,

[41:05] right? Your Facebook, your LinkedIn, all

[41:07] this [ __ ] This is again stuff that a

[41:09] normal business would go out and create.

[41:12] So, you know, parasite, it's kind of

[41:14] like it's this nuance that people try

[41:17] and like throw it in like you're doing

[41:18] something edgy or something like this.

[41:20] it all it is is it's promoting your

[41:22] properties, promoting your entities,

[41:25] making it so that people know who you

[41:27] are, what you do, where you do it.

[41:29] Oftentimes, we'll give the example of

[41:30] Jello, right? Where it doesn't matter if

[41:33] it's name brand Jell-O, some weird

[41:36] [ __ ] off-brand jell-o, or you know,

[41:39] the dollar store Jell-O, doesn't matter.

[41:41] Any kind of gelatin dessert, people

[41:43] refer to as Jell-O. That is my endgame

[41:45] with every client. I want you to be the

[41:47] de facto entity. When someone says, "I'm

[41:50] looking for Water Damage Repair Miami."

[41:53] Oh yeah, [ __ ] It's this guy. Like they

[41:55] own that. Like they are the company that

[41:57] does that at the end of the day. Like

[41:59] yes, I I use if you want to call it a

[42:01] parasite, sure. It's brand though and

[42:05] it's reinforcement of those brands.

[42:10] Uh, I hate the word parasite, but we uh

[42:13] we we definitely started redistributing

[42:14] our own content, like basically a repeat

[42:16] of our blog posts and things. Uh, about

[42:19] two years ago, we started doing it for

[42:21] ourselves. We don't really do it for

[42:22] clients yet. We're kind of

[42:23] experimenting. I've seen it backfire

[42:25] where all of a sudden the thing will

[42:27] actually filter out the client's site.

[42:29] So, I'm a little hesitant to go like

[42:31] really hard on it for clients. But for

[42:33] us, uh, we were doing Twitter articles,

[42:35] LinkedIn, and Reddit. uh long form

[42:38] content really doesn't work well on

[42:39] Reddit. So, we stopped doing that. So,

[42:41] LinkedIn is the only one I think that we

[42:42] are still currently doing that actually

[42:44] really works well, especially if you

[42:46] have a LinkedIn newsletter. Those things

[42:48] are like wildfire. Um I don't know how

[42:50] they get subscribers, but they do. So,

[42:53] LinkedIn newsletters are really good.

[42:54] Oh, quick question. The post you're

[42:56] making, you got LinkedIn Pulse or just

[42:58] regular

[42:59] Pulse. Yeah, we're using Pulse.

[43:02] LinkedIn pulse.

[43:07] Also, if you

[43:08] Yeah, tell them tell them. I already

[43:09] know what you're about to say, bro.

[43:10] Learn some game, bro.

[43:12] Queen nugget.

[43:13] So, you can you can use Facebook. The

[43:15] public groups work just fine like that

[43:16] as well. The other thing you can look at

[43:18] is like, how many of you guys actually

[43:19] have a Mailchimp account? Aside from

[43:22] your email list or any of that,

[43:25] Mailchimp gives you a publicly indexable

[43:27] URL. Why the [ __ ] wouldn't you use it?

[43:30] You do a secondary newsletter, post it

[43:32] out there, be like, "Hey, guess what? If

[43:34] you're using high level, if you're

[43:35] using, you know, any of these other CRM,

[43:38] HubSpot, whatever, have the Mailchimp

[43:40] thing. It gets indexed. It's made by in

[43:42] it, right? It's got trust. It's got

[43:43] authority. You put that, it indexes,

[43:46] works just great. It's an additional

[43:47] brand extension. You take all of the

[43:50] like if anyone signs up, great. Take

[43:52] that, export the list, they're your

[43:54] subscribers, put them into your CRM, and

[43:56] you're good to go. So, it's just again,

[43:58] it's an extension. Now, if you want to

[44:00] call it a parasite, sure, whatever. But

[44:02] like it's it's an extension of the

[44:05] brand.

[44:10] Yeah. What we're saying here, I think

[44:12] everyone's saying the same thing.

[44:13] Parasite blah blah blah. It's it's brand

[44:16] mentions. Who you are, what you do, and

[44:20] why you do it. Exactly.

[44:22] Yeah. So, I I'll do I like to do press

[44:26] releases. I like press releases because

[44:28] I can show a client. Hey, look, you I

[44:31] did one for a for let's call it plumber

[44:35] and plumber Dallas and I I made I ranked

[44:38] him for the best plumber in Dallas for

[44:40] 2025 and it ranked on page one and it

[44:44] was shown up in AIS and guess what? I

[44:46] took all the reviews from his GMBB GBP

[44:49] whatever and I fed it into chat

[44:52] GPTclaude and say write me up a press

[44:54] release. Here's the reviews. So the

[44:57] press release come up with here's what

[44:59] people are saying about ABC plumbing in

[45:01] Dallas. And so then he got the quote

[45:05] unquote best plumber of Dallas County

[45:07] for 2025 as reviewed by 500 people in

[45:11] Dallas County. Well, guess what? Who

[45:13] those 500 people were? Their clients. So

[45:18] I showed it to him goes, "Whoa, I won an

[45:20] award. Yeah, you showing up in AI

[45:22] overview." Whoa. That's amazing. How did

[45:25] that happen? That's what you're paying

[45:26] me for. Like, so I love that. AI AIO's

[45:32] are picking up press releases a a lot.

[45:35] Yeah. So, don't don't sleep on those.

[45:38] There's there's several platforms. I'm

[45:40] not going to share the one that I use a

[45:41] lot of. My friend over here, he will

[45:44] kill me.

[45:44] Yeah.

[45:44] And then there's some stuff that if

[45:47] you're not in Molino's group, I can't

[45:48] tell you where we put stuff, but he will

[45:51] tell you where to put stuff. And where's

[45:53] Sean over there? He puts stuff up there

[45:55] a lot, too. So, secret stuff that unless

[45:57] you're in Mike's group, do that. Some

[46:00] some Google stacks from Bradley. Uh, in

[46:03] fact, I've got two in my wallet I need

[46:04] to use. So, I need to do that. Um, press

[46:08] releases, social. That's pretty much it.

[46:11] Hey, so, you just dropped a [ __ ]

[46:14] super nugget.

[46:16] And I know

[46:18] he just dropped a [ __ ] nugget, bro.

[46:20] the same way you could create any type

[46:21] of website you want a directory etc.

[46:23] right? You know those are fake award

[46:26] directory sites or if you add that into

[46:29] a directory site because I get emails

[46:31] like that all day long. You won this

[46:33] award. You know, it's a way to get in

[46:35] the door. But if you control it and do

[46:38] it the right way, SEOed, right? Them

[46:40] things show up all the time because

[46:41] you're doing what? Listicles and round

[46:43] and everything. Win them and everybody

[46:45] broke into super nugget, bro. Because

[46:47] that [ __ ] works killer.

[46:51] So, what I've been having a lot of

[46:53] success with lately is uh Twitterx,

[46:57] uh, Blue Sky, and threads, just threaded

[47:00] posts, just powering up my my money

[47:03] sites, my posts, and everything else.

[47:05] Run like a, uh, a 10 tweet thread, uh,

[47:07] explaining what the post is, related

[47:09] hashtags, and things like that. So,

[47:11] that's been really successful getting

[47:12] eyeballs on on the content I want to get

[47:14] eyeballs on. The other thing that's

[47:17] working well is Bing loves press

[47:20] releases. That's why I build my own

[47:21] press release networks. And what

[47:23] everyone's sleeping on is they also

[47:24] [ __ ] love wiki sites. I build out my

[47:27] own wiki sites and just drop some onto,

[47:31] you know, some entity ontologies and all

[47:32] my clients and everything else. Build

[47:34] out the pages on wiki sites and they own

[47:36] me. They love them. If you don't have a

[47:39] weekly data

[47:41] a week data page for each of your

[47:43] clients or and crunch base minimum

[47:48] crunch base and we data two links that

[47:51] like

[47:53] so I'm not sure if any of you guys had

[47:56] ever done this but X or before it became

[47:58] X Twitter they used to do these things

[48:00] called Twitter chats. Have any of you

[48:02] guys partaken in any of those? My

[48:04] backlink profile previously probably had

[48:07] 20 to 30% links from Semrush

[48:12] directly to me through Twitter chats.

[48:14] I'm going to like this is a strategy

[48:16] that we've used never went away. They're

[48:18] fanfucking. But what you do is you

[48:20] schedule one of these like it's

[48:22] basically a Twitter storm. Question

[48:25] answer, question answer question answer.

[48:26] You send it out to people ahead of time.

[48:29] You schedule it out. Hey, Monday at

[48:32] 11:00 am Central time. this is what

[48:33] we're going to do. Here's the question

[48:35] answer format and it's basically people

[48:38] on Twitter that just mob this [ __ ] So

[48:41] it's this question answer question

[48:42] answer. Again you can take that you can

[48:44] take those tweets embed them into your

[48:47] website. Now you're getting the two for

[48:49] one kind of thing. You're getting your

[48:52] Twitter bonus. You've got it on your

[48:54] website. It's engagement on both.

[48:57] And you're able to like crowdsource this

[49:00] [ __ ] That was the beautiful part about

[49:01] Twitter chats is that you would get all

[49:04] of this. It's kind of like your AMAs,

[49:05] but it's on Twitter and it would just be

[49:08] this back and forth. You get all of this

[49:10] content just flooding your feed.

[49:12] No, remember

[49:16] we used to take that and then Twitter

[49:18] moment.

[49:22] You would take the screenshots of the

[49:23] chat from other users and use that to

[49:26] create the Twitter moment. Oh my god,

[49:28] this Twitter moment so bad.

[49:31] Do you still do it?

[49:33] No, I still do it.

[49:33] I haven't seen any of those in a while.

[49:35] No, they they the the whole thing is you

[49:37] you've got to have that trending

[49:38] hashtag, schedule it, do all of that.

[49:40] But it works well and because you can

[49:43] frame it, which then links directly to

[49:45] Twitter. Again, you're getting a two for

[49:47] one.

[49:48] So, I'll answer this too in case anybody

[49:50] wants to help. There's a lot of

[49:52] parasites. I use every single one of

[49:53] them things that they just mentioned. Uh

[49:56] what's been kind of like my favorite for

[49:58] a while aides from Countrybass, Wiki

[50:00] Data, Patch, uh Soundcloud, those are

[50:04] absolutely mandatory. Somebody say

[50:06] something Podbean. Well, yeah, that

[50:08] that's what I'm getting at. My top

[50:10] [ __ ] thing, Parasite Play, is

[50:12] just go sign up for Buzz Sprout if you

[50:14] want, right? Because I talk about

[50:15] Podbean all the time for two reasons.

[50:19] One, because I got banned from Buzz

[50:21] Sprout. Don't [ __ ] ask me how, but I

[50:23] cannot I cannot use Buzz Sprout, right?

[50:25] But then I love Podbean cuz I can embed

[50:29] something onto the [ __ ] episode. So,

[50:32] not only is the audio there, I can embed

[50:35] either my GMBB map, my Pinterest pin,

[50:38] whatever the [ __ ] I want, a YouTube

[50:40] video, whatever I want. Usually, you

[50:42] know what that is, bro? The GMBB map,

[50:43] right? You I want that map link. Then

[50:46] when you uh hook it when you put the

[50:48] episode into Podbean, it syndicates to

[50:51] all the top [ __ ] uh podcasting sites,

[50:54] right? My my man Sean, you know, we we

[50:57] we he I don't even know where he's going

[50:58] to end up going, but we started building

[51:00] the tool. He start he been off and

[51:02] running to make it even easier. When you

[51:05] do one of those, whatever the term is,

[51:08] whatever the episode was, which should

[51:10] be what a PAA, right, if you're going to

[51:12] ask me, when you go search for it, or if

[51:15] you search for the brand's name, I

[51:17] promise you at least two or three

[51:18] podcasting sites will show up on the top

[51:21] first page. So, if you're doing rep

[51:23] management and somebody's got not

[51:25] looking too good, immediately go do a

[51:28] podcast. They don't need to be on there.

[51:29] The audio could be from [ __ ] Notebook

[51:31] LLM, 11 Labs. I don't give a [ __ ] That

[51:34] podcast podcast syndication is sick as

[51:37] [ __ ] And shout out to Bradley, right?

[51:40] Cuz if Syndication Network, I said never

[51:43] I just started, kept adding on, kept

[51:44] adding on, kept adding on. Oh, and by

[51:46] the way, me Tumblr I never stopped

[51:48] using. And Medium is a [ __ ]

[51:51] Slick testing. I'm trying to break

[51:53] blogger again also. I'll let you know.

[51:55] Dang, got parasites for years.

[51:57] No. So, this is an easy one. So based

[51:59] off of what you're saying, another way

[52:01] that I like to do it is I'll set it up

[52:02] to push it to SoundCloud because

[52:04] SoundCloud has its own RSS.

[52:05] Yeah. Yeah. SoundCloud is a must. What

[52:07] do you do with the RSS where you embed

[52:09] Spotify the podcasters into if into NAM

[52:13] everywhere else?

[52:15] Because now you've got an RSS to another

[52:17] RSS to another RSS. You can do that

[52:19] infinite frame.

[52:21] Infinite loop, baby. Hold up. Who

[52:22] created the infinite loop? Was that

[52:25] y'all too or Noah? That was y'all right

[52:27] there. Hey, listen. People, Marco, okay,

[52:29] semantic mastery, that's still you. You

[52:31] know, some people say, "Oh, I do press

[52:33] release stacking, right?" You know,

[52:34] which if you know, you know. If not,

[52:36] maybe we don't got enough time for that

[52:37] right now. But your silo is not complete

[52:40] if you're not going back there and

[52:41] changing that first. There was silo. The

[52:43] [ __ ] are you talking about? Right.

[52:45] Anyway, any other questions?

[52:47] Nester. Yes.

[52:48] I just like to add that one parasite. We

[52:50] were talking

[52:52] tomorrow I'm talking about par but um

[52:54] there is one that you can use as well

[52:57] every educational uh CRM wherever they

[53:00] they give you a free page so

[53:04] I think we were talking briefly not

[53:06] about that but about the edu how the

[53:08] students even get the sub page right so

[53:10] if you know somebody in college you're

[53:11] like oh can I get a blog post

[53:16] any questions any questions

[53:23] Joy and Simon and anybody else, but you

[53:25] guys were talking about specifically

[53:26] when you are using a review, you're

[53:30] going to move it over right from Google,

[53:32] you're going to put it on the web page

[53:33] and you're going to mark it up on the

[53:34] schema.

[53:38] What is your position?

[53:41] So for service industries who have

[53:44] people who come and go, right? So, the

[53:46] review might be it's under it's under

[53:49] the company's name, but it has

[53:51] individuals names that are no longer

[53:53] with the company. Can you still can you

[53:56] schema it up

[53:58] in the owners names, let's say, instead

[54:02] of the individuals who are in the

[54:04] review?

[54:09] Hold on. Hold on. My bad.

[54:12] Hold on. Hold on, K. Hold on. Hold on.

[54:14] My bad.

[54:17] Personally, I don't care if it's an

[54:19] employee or that or not. I'm looking at

[54:20] it from the brand standpoint that, hey,

[54:23] we do this, this, and this is a

[54:25] fantastic experience, five stars, the

[54:27] sentiment, it's positive. But the other

[54:29] thing I would add to that is a one of

[54:31] the issues I see with a lot of people is

[54:33] just throw one of these little widgets

[54:34] up on the page that goes and grabs all

[54:36] the reviews and throws it up like, "Hey,

[54:38] here's all these reviews and stuff like

[54:40] that." What I like doing is I'll go in

[54:41] and I'll look at the justifications for

[54:43] that specific review. They specifically

[54:45] talked about re-roofing or uh roofing

[54:49] tear off C, you know, the crew was

[54:51] clean, right? I'll take a look at that.

[54:54] That's where kind of like what Joy was

[54:56] talking about, I'll add it specifically

[54:58] to that page. So, if we're talking

[55:00] about, you know, roof re-roofing or

[55:02] storm damage repair, I'm going to try

[55:04] and find a review. And if I'm taking the

[55:06] review and embedding it on that page,

[55:08] it's going to be specific to that

[55:09] service, not just willy-nilly like

[55:12] here's all the [ __ ] reviews that they

[55:13] have.

[55:16] So, this is going to make me sound

[55:17] really lazy, but uh we do not mark up

[55:19] individual pages. I stick that thing in

[55:21] the footer and it gets us like sitewide

[55:24] um gold stars on every page. Uh so I

[55:27] don't like I would grab a review that

[55:29] looks great and maybe not one that

[55:31] mentions a former employee. Um, but

[55:34] that's pretty much I'll usually only

[55:35] like put one or two on there and it's

[55:37] really the average rating that I want

[55:39] for per for schema. Um,

[55:42] y

[55:46] was doing the schema on the clouds and

[55:47] stuff. If you put if you change the

[55:50] stars on the cloud and it showed this

[55:53] service and it would come out reviews,

[55:56] but hey, I remember all the I had 568.

[56:01] But then but then we started getting

[56:02] manual penalty.

[56:03] No, I know. I know. I'm just I'm not

[56:05] listen.

[56:11] So, you know, I I'm not lazy. I I'm like

[56:14] I go in, bro. I love details, right? I

[56:17] do not put sitewide reviews on service

[56:19] pages nor in the footer. I I'm not doing

[56:22] that, right? The service is going to

[56:24] have only reviews showing about that

[56:26] service. Every image on that page is

[56:28] about that service. Every video on that

[56:30] page, if there's more than one, is about

[56:32] that service, right? Same thing on the

[56:34] paa level. I like [ __ ] to be completely

[56:37] siloed. No outside break, unless I'm

[56:40] controlling it because of course, you

[56:42] know, everything needs to connect. It's

[56:43] a website. Any other questions?

[56:45] Wait, wait, hold on.

[56:46] So, now you're going to do it on the

[56:47] subdirectory LLMS file for that

[56:49] particular uh service.

[56:51] Okay. Do you So, I need to update that.

[56:54] Damn. Okay. Why? Because if not, it's

[56:56] going to it'll reflect wrong if not or

[56:59] Okay. Okay. Cool. You had something

[57:02] else, Nester? You had something else?

[57:05] You don't got another parasite for us?

[57:09] Not for now. Not for after some tequila.

[57:11] Hey, you want some? Hey, if you want

[57:13] some parasites, talk to Nester after

[57:15] some tequila. I promise you, you'll get

[57:17] some good ones. Uh, any other questions

[57:19] here?

[57:22] Yeah. Yeah. [ __ ] yeah. I knew I was

[57:24] thinking like, yo, somebody shared some

[57:26] ill parasites just the other day. Let me

[57:28] pull up my list

[57:32] a sec.

[57:35] So these are mainly for uh vcoded stuff

[57:38] or HTML pages.

[57:40] But what I'm using is top 15 right now.

[57:43] GitHub pages, Netlefi for CELL,

[57:47] GitHub pages,

[57:50] Netlefi

[57:52] for Cell, Firebase,

[57:55] Cloudflare Pages,

[57:58] Get lab pages

[58:00] surge.sh

[58:03] render glitch replet aws amplify azure

[58:10] static apps railway and fly.io

[58:19] make me open it again. Railway

[58:22] railway got some slick ass true cloud

[58:25] [ __ ] going on. I like

[58:27] Yeah, bro. Ain't that [ __ ] man? And I

[58:30] gotta give mad love to you because

[58:31] remember when I was so scared like,

[58:32] "Bro, how did I whip up a [ __ ] server

[58:34] inside of this hosting [ __ ] So

[58:36] confusing." Now I'll be like gone. It's

[58:39] got uh Digital Ocean. Yeah, Digital

[58:42] Ocean is definitely fire. So we um

[58:46] Vulture

[58:48] Wasabi. Yeah. All the cloud sites.

[58:50] Bunny. Bunny. Yo. Oh, not Bunny. Blaze.

[58:52] Remember Blade? When is it called Blaze

[58:54] or Bunny?

[58:56] There were two separate ones. Yeah. But

[58:57] at one point, Blaze was like tearing

[58:59] [ __ ] up. Here's another thing. If you do

[59:01] any cloud stacking, if you guys

[59:02] disagree, please just chime in. Right.

[59:04] It's like because there's like there's

[59:06] so many different cloud providers,

[59:08] right? But let's just say like the top

[59:10] 12 and then out of them there's like

[59:12] four big players, right? Which one is

[59:15] more powerful be switching? Like

[59:17] sometimes it's AWS. Then at one moment

[59:19] IBM was absolutely smacking [ __ ] bro.

[59:23] But then that [ __ ] died off quick. Have

[59:24] you guys noticed that as well?

[59:27] Yep. Yes.

[59:30] Sometimes

[59:31] Yeah. Sometimes

[59:32] sometimes Oracle pops in.

[59:35] It's It's a pain in the ass. Even S3

[59:37] cloud pages will pop pop in and out of

[59:39] the index. They do that all the time.

[59:41] But I I still use that as like you said,

[59:43] an ID page because it's still Google's

[59:45] crawling that. There's no question it's

[59:47] being crawled. You can see it in the

[59:48] backlink profile if you go look at

[59:49] search console. So whether it's in the

[59:50] index or not, I don't care.

[59:56] Yo, y'all see me trying to drain brain,

[59:59] right? I hope y'all appreciate that cuz

**[01:00:01]** my back hurts.

**[01:00:04]** Any other questions? Any other

**[01:00:05]** questions? No. Guys, what question?

**[01:00:12]** Sure. Go ahead.

**[01:00:14]** I think Joy Joy, you mentioned this this

**[01:00:16]** morning about calculators, having a

**[01:00:18]** calculator on there. So,

**[01:00:21]** what what's a typical We have an

**[01:00:23]** attorney in the room, right? What's a

**[01:00:25]** typical question that people call you

**[01:00:29]** that involves numbers? Like obviously

**[01:00:30]** money

**[01:00:45]** Yeah. So, the question is basically how

**[01:00:48]** much is my case worth? whether it was in

**[01:00:49]** an accident or broke broke a leg blah

**[01:00:51]** blah blah blah obviously has to depend

**[01:00:53]** right the and it's really hard to do a

**[01:00:56]** range so but I I have let's just say

**[01:01:01]** what what is the what's the fee that you

**[01:01:03]** call the uh when you take is it the

**[01:01:05]** third day what's the

**[01:01:06]** retain retainer fees

**[01:01:08]** uh is it like 30% something like that so

**[01:01:11]** here's a stupid really stupid calculator

**[01:01:14]** and you can vive code it all day long I

**[01:01:16]** did this for a client site it's

**[01:01:18]** you find a PAAA or something like how

**[01:01:20]** much will I get for my settlement and

**[01:01:23]** you say well if you make a if you have a

**[01:01:25]** million dollars how much do I get and

**[01:01:27]** you slide it between like say 20 30% or

**[01:01:30]** 35 or 5% it tells you how much they get

**[01:01:33]** a after your commission like okay so

**[01:01:37]** I've seen engagement on this like stupid

**[01:01:39]** ass little page all it has is a stupid

**[01:01:41]** JavaScript calculator and that's that's

**[01:01:44]** it that's all that's on there like can

**[01:01:46]** you do like 30% of a million or 30% of a

**[01:01:50]** 100,000.

**[01:01:52]** I put out

**[01:01:56]** some people.

**[01:02:16]** That's That's going to be some viral

**[01:02:18]** [ __ ] right there. I can guarantee you

**[01:02:19]** that.

**[01:02:22]** So, one thing I would add to this and

**[01:02:24]** what just frustrates the ever loving

**[01:02:26]** crap out of me about a lot of people

**[01:02:28]** when it comes to these calculators or

**[01:02:30]** like putting pricing on your stuff, like

**[01:02:32]** if you build websites, right? If someone

**[01:02:34]** comes up to you and asks like, "Well,

**[01:02:35]** how much does a website cost?" As a

**[01:02:37]** professional, you should have a pretty

**[01:02:38]** [ __ ] good idea, like at least

**[01:02:40]** baseline. If you don't, then like really

**[01:02:43]** how well do you under understand your

**[01:02:45]** injury? Because I guarantee

**[01:02:47]** that end customer and this is where

**[01:02:49]** we've got to get out of the mindset of

**[01:02:50]** just SEOs and just marketers that

**[01:02:53]** customer has already probably gone to

**[01:02:55]** Google. They've asked how much does X Y

**[01:02:58]** and Z pay out or how much does whatever

**[01:03:00]** cost. Google [ __ ] tells them that. So

**[01:03:03]** if you're not willing to put that on

**[01:03:04]** your website or be upfront well like hey

**[01:03:06]** there's a lot of variables that start

**[01:03:08]** out typically we see that our service

**[01:03:11]** starts at X Y or Z price point, right?

**[01:03:15]** It's a trust signal. It It signifies

**[01:03:17]** that yes, we we're transparent about our

**[01:03:19]** pricing. If it if you call up a

**[01:03:21]** marketing agency and they're like, I

**[01:03:23]** don't know how much money you got.

**[01:03:25]** Like, does that really instill

**[01:03:27]** confidence in you as a business owner or

**[01:03:29]** if it's like, "Oh, yeah. Well, our

**[01:03:30]** services start off at here and they can

**[01:03:32]** go up to here depending on how

**[01:03:34]** customized or how much difficulty it's

**[01:03:36]** going to be or whatever." But like, come

**[01:03:38]** on. Like it's it's prevetting and

**[01:03:42]** pre-qualifying all of your all of the

**[01:03:44]** people because if your clients are

**[01:03:45]** bitching about like we get [ __ ] leads,

**[01:03:48]** they suck and all this, it's probably

**[01:03:49]** because you're not listing price. You're

**[01:03:52]** not pre-qualifying these people with

**[01:03:53]** pricing ahead of time and so you're

**[01:03:55]** getting garbage leads

**[01:04:04]** starting at range. I don't think the

**[01:04:07]** only one would be potentially attorney

**[01:04:12]** some state ones.

**[01:04:13]** Yeah, I was told in Nevada.

**[01:04:16]** But if at all possible, I just I tend to

**[01:04:18]** see this across the board with a lot of

**[01:04:20]** industries where people are like, "Oh,

**[01:04:22]** we can't put our price on there. We

**[01:04:24]** can't mention how much this costs."

**[01:04:25]** Like, that's the reason I'm googling you

**[01:04:28]** is I want to know like if I have if if

**[01:04:30]** my AC breaks down and I have to have it

**[01:04:32]** replaced, like, am I looking at a couple

**[01:04:34]** thousand dollars? Am I looking at 20

**[01:04:36]** grand? Do I need to, you know, sell my

**[01:04:38]** first born on eBay? Right? Like, I need

**[01:04:40]** to know what this is going to cost.

**[01:04:43]** And that's why I'm why I'm running the

**[01:04:45]** search. If at all possible, help people

**[01:04:48]** out. Tell them what it is.

**[01:04:50]** I can ask that too.

**[01:04:54]** For any of you in here like me, like

**[01:04:56]** DIY, you don't want to spend the money

**[01:04:58]** to get your HVAC fixed or something.

**[01:05:01]** Yeah. Well, Jose, I mean, look at his

**[01:05:03]** this guy on Facebook. He remodels his

**[01:05:05]** entire house. His wife isn't happy. I'll

**[01:05:07]** remodel it again. Right.

**[01:05:10]** So, if you need some help, Jose's your

**[01:05:12]** man. No, but seriously, I have because I

**[01:05:16]** I I like DIY stuff because it's I feel I

**[01:05:19]** get fulfillment. It's not because I'm

**[01:05:20]** cheap and lazy because I like doing it.

**[01:05:22]** It's it's a different thing than SEO.

**[01:05:25]** So, for my HVAC client in Dallas,

**[01:05:28]** wherever I said it was, I will do how

**[01:05:31]** much does it cost to repair my AC? No,

**[01:05:33]** it was my AC is broken. How much will it

**[01:05:36]** cost to fix it? Well, it depends. If

**[01:05:38]** it's this, it might be a capacitor and

**[01:05:40]** they cost 125 bucks. You can get them at

**[01:05:43]** Home Depot or your local supply store.

**[01:05:46]** It cost you 125 bucks to do it in about

**[01:05:48]** 30 minutes. You can find out how to do

**[01:05:49]** it on YouTube. But

**[01:05:53]** exactly, but if you're not capable, you

**[01:05:57]** could fry your house and do like stuff

**[01:06:00]** blah blah blah blah. So is it if Yeah,

**[01:06:02]** you can you can do it for 125 bucks.

**[01:06:05]** Look like the hero to your wife unless

**[01:06:07]** like you break the whole thing breaks

**[01:06:09]** down that cost 5,000 bucks to fix. So I

**[01:06:12]** I will do that like easy ones like say

**[01:06:15]** toilets really easy. Where's my house

**[01:06:16]** plumber? Like toilet flapper five bucks

**[01:06:19]** at Home Depot. Anyone can can do it. My

**[01:06:22]** my daughter replaced it like easy.

**[01:06:25]** Something else? Nah, you need a plumber

**[01:06:27]** unless you want to take a take a chance.

**[01:06:29]** So, I'll put that stuff on there because

**[01:06:32]** it's it's like like Brian says, it's

**[01:06:34]** it's on Google anyway. Put it on your

**[01:06:37]** site. Then you become the source of

**[01:06:38]** truth. Write that down. Source of truth

**[01:06:42]** and go Google it and see what it means.

**[01:06:44]** Then you go, "Oh, oh, that's

**[01:06:50]** right. I've seen

**[01:06:53]** this is

**[01:06:55]** priceang

**[01:07:15]** shows

**[01:07:20]** educational

**[01:07:23]** question.

**[01:07:24]** Yeah.

**[01:07:29]** Viral [ __ ]

**[01:07:30]** Oh

**[01:07:32]** yeah. So that so that was the uh the

**[01:07:34]** calculator. viral [ __ ]

**[01:07:36]** The viral [ __ ] was not my idea, but uh

**[01:07:39]** the the idea was excuse me, how many

**[01:07:43]** joints do you need to smoke to be under

**[01:07:45]** the legal limit or how many nanogs or

**[01:07:48]** whatever. So, a calculator and I mean

**[01:07:50]** you for a DUI attorney, it could be

**[01:07:52]** something similar in the niche, right?

**[01:07:54]** How many beers does it take to be over

**[01:07:56]** the legal limit,

**[01:07:57]** right?

**[01:07:59]** How many fill in the blank? And these

**[01:08:02]** are probably questions that you again if

**[01:08:04]** you look in search console you would

**[01:08:06]** probably find. If you look in PAAAS you

**[01:08:08]** would probably find if you're an if

**[01:08:10]** you're receptionist or if any of your

**[01:08:12]** assistants or yourself are answering

**[01:08:14]** phones I guarantee you probably have

**[01:08:16]** about five to 10 questions that you're

**[01:08:19]** like oh god we're asking this again.

**[01:08:22]** Okay well here it is. If you get a my

**[01:08:25]** opinion is if you're asked something

**[01:08:27]** more than three times or have to do the

**[01:08:29]** same thing, same process, same workflow

**[01:08:31]** more than three times, you either need

**[01:08:34]** content around it, you need to automate

**[01:08:36]** it, it needs to be a resource where

**[01:08:37]** you're just like, go check that out

**[01:08:46]** and content, right? It can depends.

**[01:08:49]** We've seen it as as low as 20. We've

**[01:08:51]** seen it a couple thousand. Here's the

**[01:08:54]** factors, right? And then you become

**[01:08:56]** again the source of truth with that.

**[01:08:59]** Okay. Well, if someone's asking this

**[01:09:00]** question, here's what it is.

**[01:09:04]** No, on that topic, bro, like what I do

**[01:09:06]** is I go right to Reddit again with the

**[01:09:08]** scraper I have and I with a prompt I

**[01:09:10]** saved that I'm not sharing. You got to

**[01:09:12]** do your own [ __ ] prompt engineering.

**[01:09:14]** No disrespect. And then I just go get

**[01:09:16]** that and then create a trip wire, bro,

**[01:09:18]** for the local business and throw it out

**[01:09:20]** there. Put it on. on social and make it

**[01:09:22]** a nice sexy little reel. Tomorrow I'm

**[01:09:24]** going to show you how you can upload to

**[01:09:25]** the grant or Tik Tok, one of the two.

**[01:09:27]** I'm dyslexic. And on a story, if you do

**[01:09:30]** it the right way, you can get a outbound

**[01:09:31]** link. All you got to do is swipe up,

**[01:09:34]** link right out to what you want, the

**[01:09:35]** blog post, the offer, GHL, landing page,

**[01:09:38]** right? Tripwires, bro. No, I'm not

**[01:09:40]** sharing that. Oh, I'm I'mma show them,

**[01:09:42]** but they got to figure out how to do it

**[01:09:44]** on their own, bro. It's rockstar. We got

**[01:09:46]** to deliver and make sure [ __ ]

**[01:09:47]** is implementing, baby. Any other

**[01:09:49]** questions?

**[01:09:51]** Questions? Questions? Going once. Before

**[01:09:54]** I close it out though, let me get my

**[01:09:56]** little paper because my dyslexia is room

**[01:09:59]** 732. Hopefully y'all already wrote it

**[01:10:02]** down, but to re re-re,

**[01:10:05]** right?

**[01:10:06]** So, it's like, you know, pretty much in

**[01:10:08]** the few.

**[01:10:10]** Give us a couple minutes to set it up.

**[01:10:11]** So, maybe 5:45, 6 o'clock. I'm sure

**[01:10:14]** y'all want to go to your room and

**[01:10:15]** stretch it out. Guys, one thing I need

**[01:10:17]** from y'all though, real quick. How is

**[01:10:19]** day two? So at Rockstars.

**[01:10:21]** Yeah.

**[01:10:25]** Thank you. Thank you. And then last

**[01:10:26]** thing, give it up for the speakers guys

**[01:10:28]** today, please. One more time.

**[01:10:32]** I just noticed that's where the camera

**[01:10:34]** is. Appreciate y'all virtually, too. 15.




============================================================
SEO Rockstars 2026: Day 2 - Simon Cornelius
Video: https://www.youtube.com/watch?v=lcK8NViWB_c
============================================================

[00:02] Good stuff.

[00:05] All right.

[00:06] So, how many of you have ever heard me

[00:09] speak before or this is your first time?

[00:13] Okay.

[00:16] All right. Just so like half the room

[00:18] put their hand up and how many of you

[00:19] will never put up your hand no matter

[00:21] what I ask? Okay. All right. The rest of

[00:25] you. Okay. We probably looking at the

[00:27] previous presentation go, man, this is

[00:28] really good stuff. I So I don't have a

[00:31] big grandiose introduction about who I

[00:33] am. I'm Simon. I'm lazy and I'm cheap.

[00:37] So just remember I'm lazy and what?

[00:40] Okay. And I like interaction in the

[00:42] audience. Is that cool?

[00:44] Right. So I got some got some how what

[00:49] mic mic one two.

[00:51] There we go. Oh, operator error. Now I

[00:53] can hear me as well. Cool. All right.

[00:56] So, I am what? I'm lazy

[01:00] and cheap. Thank you. And I love

[01:01] interaction. So, the good news is that

[01:04] I've got a really good presentation

[01:06] today. I kept on adding more and more

[01:09] and more stuff. But the bad news is I

[01:12] got enough stuff to last for the rest of

[01:13] the day. So, I'm going to get through as

[01:16] much as I can, but you all have access

[01:19] to the presentation. It's in my speaker

[01:22] bio profile thing somewhere in there. If

[01:25] you want to find me, just find me. I

[01:27] know there's a few Simon Corneliuses

[01:28] around in the world. So, but anyway, I'm

[01:31] going to have fun doing this. And who

[01:33] wants to know how to make the first

[01:35] million with AI, right? Like just a few

[01:39] of you. So, there's a story behind this.

[01:41] I like stories because stories sell and

[01:45] facts tell. Where's my story going?

[01:48] There's a a blinding light here. Where's

[01:50] Where's our previous speaker, Jim?

[01:52] Where's Jim? Stories sell, right, Jim?

[01:55] Yes, sir.

[01:56] All right. And facts tell. So, I picked

[01:59] up this book recently called Making Your

[02:01] First Million with AI. I thought that's

[02:05] going to be a really good book. And I

[02:07] think I'm not to call anyone out, but

[02:08] where's Brian Kado here? Is he here?

[02:11] Brik,

[02:13] did you tell me about this book? how to

[02:15] make your first million with AI or some

[02:18] someone mentioned it. I so I bought it

[02:20] and I read the whole thing in like three

[02:22] hours. But the thing is it's written

[02:25] like in kid font and there's about 150

[02:29] words per page and it repeats itself

[02:32] over and over and over and over and over

[02:36] again. You can literally take and

[02:38] there's some good stuff in here, don't

[02:39] get me wrong, but there's some some good

[02:40] stuff in here. You could probably dilute

[02:42] to about two or three pages. I kid you

[02:44] not. Some good stuff in here, but very

[02:46] very high level. But it gets a brain

[02:48] thinking. But I wouldn't I wouldn't pay

[02:51] to buy this book again. But if you

[02:53] anyone wants it, it's theirs.

[02:56] Okay. The first person to put a hand up

[02:58] his story. All right. So, how to make

[03:00] your first million with AI.

[03:05] Oh, wait a minute. So, here's the guy.

[03:08] If you're at the back of the room, you

[03:09] don't have super biote vision, you need

[03:11] to be sitting at the front with the

[03:13] popular people. So AI made me my first

[03:17] million lines of code still waiting on

[03:20] the cash. So that's kind of my my line

[03:23] here is for all you people that think

[03:26] you can code, great. I try it because

[03:29] it's it's the only way you learn, right?

[03:31] when I learned to code back in last

[03:34] century, I'm dating myself now, is I

[03:37] made a bunch of mistakes. People told me

[03:39] my mistakes, but I got better and better

[03:41] and better, but you have to try. So, I'm

[03:46] going to just jump into some really cool

[03:47] stuff that, and this is not a

[03:50] one-sizefits-all, don't get me wrong.

[03:52] I'm here to inspire you. To inspire you.

[03:55] Is that okay? Because one thing is I am

[03:59] lazy.

[03:59] Lazy. And the other thing is I'm

[04:01] cheap. Cool. How many presentations do

[04:05] you all go to where you actually engage

[04:07] with the speaker in the audience? Not

[04:09] too. I'm a little bit different.

[04:12] So, let's take a simple SEO task. This

[04:14] is to get you thinking. This is not the

[04:17] solution for everyone. So, let's create

[04:19] a blog post, shall we? Anyone ever

[04:21] written a blog post before? Okay, four

[04:23] of you. Okay, cool. All right. Rest of

[04:26] you have a VA that does it, right? So

[04:28] what do we first do? Let me stand over

[04:31] here. I know I'm away from that now. So

[04:34] blog post process go come up with a

[04:37] topic

[04:39] research. Get the reader intent. Oh, by

[04:42] the way, Martin Marion taught me about

[04:44] the intent behind the intent. It took me

[04:46] four years to realize what he was

[04:49] talking about. Four years when I did

[04:51] like, oh my gosh, research niche. You

[04:55] get instructions and a purpose. You you

[04:57] give it to your writer. That might be

[04:59] Fiverr, an in-house team, AI, whatever.

[05:03] Here's the writing instructions. You

[05:04] review the writer's first draft, usually

[05:06] in a Google doc. More on that later.

[05:09] There's an email. There's a feedback

[05:10] loop. You send it to the client for

[05:12] review. Google Doc. Email feedback loop.

[05:15] Are you tired yet?

[05:18] Then you create a blog post on the

[05:20] website. Oh, that's copy and paste from

[05:22] Google Doc, which means you have to

[05:24] remove the Google Doc formatting. Anyone

[05:26] been there before? Yeah. And then you do

[05:29] your SEO stuff, which is your title,

[05:31] description, link to the service page,

[05:33] and the first paragraph, and your

[05:35] category of the blog post. Then we got

[05:37] to do the featured image. Oh my gosh, I

[05:40] was tired after reading this. Go to

[05:43] deposit photos, shutter stock, and or

[05:46] valley. Remember the four fingers from

[05:48] Deli too? I know Chad does, right?

[05:51] So resize it. Got to compress it because

[05:54] it's four megabytes.

[05:56] Oh, then you have to give it a name

[05:57] because it's like shutter stop. One,

[05:59] two, three, four. Then you have to do

[06:01] your alt text.

[06:06] Click. Where's click? What's going on

[06:09] here?

[06:11] A little while later. I found out this

[06:14] is from like Spongebob. Yeah.

[06:17] A little while later.

[06:20] Publish. We Yeah, we published it.

[06:23] How long does that take you guys to do?

[06:25] I've heard like an hour, hour and a half

[06:27] to do that. Right. Right.

[06:31] So, what did I say I was in the

[06:33] beginning? I was

[06:34] lazy.

[06:35] Lazy and cheap.

[06:37] All right.

[06:39] So, let's start with step one. Come up

[06:41] with a topic. Cool.

[06:45] Push the AI easy button. Boom. Easy.

[06:50] So, who can do that? come up with a

[06:52] topic. Every one of you in the room can

[06:55] do. Can any every one of you push the AI

[06:57] easy button?

[06:59] Yes, you can. And it will research,

[07:01] write, review, email the client for

[07:03] review, create the blog post on the

[07:05] website, do all the SEO stuff, do the

[07:07] featured image, and publish it. Cool.

[07:10] So, I've actually implemented this. The

[07:12] only one piece I haven't done is email

[07:15] the client for review and feedback

[07:17] because most of my clients, they don't

[07:19] they trust me with content. So, I I

[07:21] leave them out of the loop, but you

[07:23] could easily do that.

[07:25] So, is that cool?

[07:28] I'm going to show you kind of how to do

[07:30] that. By the way, I'm not I don't have

[07:32] enough time. I don't have enough

[07:34] stamina, neither do you guys, to go

[07:36] through all the nerdy process, but I'm

[07:38] but if you want to connect with me

[07:39] afterwards, like Anna said, hey, let's

[07:41] sit down and nerd out. Cool. I'm I'm

[07:44] very accessible. I live around here.

[07:47] I I love sharing and networking with

[07:49] people. So, about images, they're one of

[07:52] the biggest pains in the bum I've had

[07:54] forever because I have to go to shutter

[07:56] stock or deposit photos, find an image,

[07:59] do all that stuff. It takes forever and

[08:01] I always miss that one step. Or you have

[08:03] the VA that misses a step or five and

[08:06] you don't know about it. Like, hey, what

[08:08] happened to this image here?

[08:11] So, here's how I create featured images

[08:14] now or any image. You ready for this?

[08:17] Yes.

[08:18] So, four people. Okay, are you ready?

[08:21] All right, cool. So, read the article.

[08:23] This is AI doing this. Read the article.

[08:27] Extract the visible entities. Underline,

[08:30] highlight, bold. Visible entities. Chad,

[08:34] you nodding your head or you just eating

[08:36] now? Because you're agreeing with me,

[08:37] right?

[08:38] Right. So, here's And now, no need to

[08:41] take pictures unless you're of me.

[08:43] Extract four to six ent visual entities

[08:46] from this article. You're asking AI to

[08:48] do this for you. I use Claude's haiku

[08:50] model because it doesn't need to be that

[08:52] that fancy. So, extract four to six

[08:55] visual entities. You can read the rest

[08:57] of it later.

[08:59] Write the prompt for image generation

[09:02] and send it to Google Nana Banana Pro,

[09:06] the latest and greatest version, not the

[09:08] 2.5, but the 30 Gemini preview. I

[09:11] believe it's only visible through the

[09:13] API or accessible through the API right

[09:15] now, which means it costs like 10 cents.

[09:19] So there's a link to Gemini Pro image

[09:24] preview. Next week or next month, it

[09:26] will be another one. So I just send

[09:29] everything there to Nano Banana Pro and

[09:31] it produces the image.

[09:35] I witness click.

[09:38] Oh yeah.

[09:40] Okay. So, this is what gets sent to

[09:43] Google Gemini. The prompts in the file.

[09:45] No need to copy it, but it sends all

[09:47] this over. It says you need to have this

[09:50] in the image. You like it, Bradley?

[09:52] I do.

[09:52] Stay tuned for the next slide. Okay. So,

[09:55] there's all this stuff. Like I said,

[09:57] it's in the slides. You're going to look

[09:59] at your your camera afterward. Look,

[10:01] want to take a picture of me just

[10:05] I mean

[10:07] All right. Okay. All right, that's

[10:08] enough. Don't run out of film. All

[10:10] right,

[10:12] Bradley, this one's for you.

[10:15] All right, this was that previous slide

[10:18] went to Nano Banana whatever pro. Do you

[10:22] like it? What What's What sticks out to

[10:23] you, Bradley, in this image?

[10:26] Obviously, it's tree trimming.

[10:29] What I thought was real. Looks I mean

[10:31] looks believable.

[10:33] Yeah. You got the little We got this got

[10:35] the harness, the ladder, the safety. All

[10:37] the entities in

[10:38] all the all the visual entities in

[10:40] there. So for 10 cents and like push a

[10:44] button. Cool. Cool.

[10:46] All right.

[10:47] So, uh, let's talk. Can we get a little

[10:50] nerdy right now? Let's talk nerdy.

[10:53] I know you can't read this, but what

[10:55] I've set up is a whole string of AI

[10:59] agents doing this stuff for me. All

[11:01] right. So if you can imagine you got

[11:04] let's say you got uh each of these is a

[11:06] person in your organization.

[11:08] So we have one that creates a scope for

[11:12] the article, the one that actually

[11:15] writes it. You have someone that checks

[11:17] what they did. You have someone that

[11:19] revises the article if it needs to.

[11:22] Someone that formats it for the website

[11:24] and someone that creates an image and

[11:26] someone that publishes it. That could be

[11:28] individual people, right? You probably

[11:30] have those. So, what I've done is like

[11:33] I've trained each one of these with a

[11:34] prompt. And if you want to connect with

[11:36] me, we can talk about prompts and nerdy

[11:37] stuff, but these every one of these

[11:40] agents does their work. But do they you

[11:44] know how you have a VA and say, "Hey,

[11:45] write me an article like follow these

[11:47] instructions." Or you have say I know

[11:50] where's where's Mike? Mike will send out

[11:52] a job uh hunting for jobs and like let

[11:55] me know if you read these instructions

[11:57] like Philippine jobsonline.ph PH if you

[12:01] read the instructions write this in your

[12:03] response we've all done that right well

[12:05] how do you know that an AI has done that

[12:07] job you don't but if it if it hasn't

[12:11] right unless in the prompt file say when

[12:14] you are done tell output this so every

[12:18] step in the stage there's what I call a

[12:21] fingerprint it's like yes I've done the

[12:24] work and they go okay cool let's go on

[12:25] to the next stage so anyway this is not

[12:27] meant to confuse you it's meant to think

[12:30] of these as people. They're AI agents

[12:32] doing work as a person would normally.

[12:34] You have detailed instructions. So, it

[12:36] goes on bum bum bum bum. You could

[12:38] literally do and by the way

[12:42] the I have behind this there's a a

[12:46] business MD file which has all the

[12:48] business information that they're a

[12:50] plumber, they're a roofer, they're a

[12:51] tree arborist. Here's where they are.

[12:53] Here's their avatar. Here's their

[12:55] customer ideal customer profile. Here's

[12:57] where they work. So all this is in the

[12:59] background. So the writer and the scope

[13:01] agent know all this in advance. That

[13:04] cool, right? So this is literally one

[13:07] one click and you can do one at a time.

[13:11] You can do 10 at a time. You can do say

[13:14] like four clients at one time as well.

[13:17] So the only the only limit to this is

[13:20] your imagination, right? You would agree

[13:21] with me on that one, right? Because who

[13:23] wants to be like me? Lazy and Okay.

[13:27] Anyone want to be like me? By the way, I

[13:30] had a boss one time. He said, "Simon,

[13:33] you're the laziest person I know." And I

[13:36] knew what he was telling me right off

[13:38] the bat. He's like, "Thank you." I was

[13:40] one of like the top 10% in his

[13:42] organization or something. So, make me

[13:44] feel good.

[13:47] All right. So, I'm not going through

[13:48] each one of these. Like I said, if you

[13:50] want to connect with me afterwards, we

[13:51] can go through. But what does the scope

[13:53] agent do? The layout of the article.

[13:55] What sections come first? What comes

[13:57] second and third and fourth? The ICP,

[13:59] what sections do they have? Here's the

[14:02] detailed writing instructions. What is

[14:04] the user's intent? You have to answer

[14:07] that right out of the gate. Don't stray

[14:11] fan out. Anyone heard of fan out

[14:13] questions? Yeah. Fan out. Yeah. So, I I

[14:17] I saw a post in Signals Lab or something

[14:19] a while ago. It talked about fanout

[14:20] questions. So, I said, hm, what is that?

[14:23] So, I took the fan app questions and

[14:25] added it to my agent prompt.

[14:30] Don't repeat yourself. So, we've all

[14:33] seen AI slop. Yes.

[14:35] And 4,000 words. Where's Where's Sean? I

[14:39] know we we've seen some sloppy AI

[14:41] content, right? 4,000 words. Come on,

[14:43] man.

[14:44] Yeah.

[14:46] Like, how to fix a a leaking toilet. You

[14:48] had your plumbing example, right? Don't

[14:50] need seven and a half thousand words.

[14:54] What? Come on. Come on, man. Let's I'm

[14:57] trying to do my bite my best mic relo

[15:04] meet the reader search intent and

[15:07] nothing more.

[15:09] Right. Answer the fan out questions

[15:11] throughout the document. And apparently

[15:13] Google, we don't have any anyone here

[15:15] that knows Google really well, do we?

[15:17] Joy,

[15:19] right? Don't turn your content into

[15:21] bite-sized chunks. Like, just you don't

[15:24] need to force this stuff. Just be

[15:25] natural. It will come out once you

[15:27] finish answering the searches intent.

[15:29] You're done. Nothing else. By the way,

[15:32] content that used to rank for thousands

[15:34] of keywords in search console doesn't

[15:37] happen anymore. Doesn't happen anymore.

[15:39] Hat tip to Chris Castillo, one of my

[15:41] best friends. He brought this up

[15:42] recently. Like, dang. All right. So,

[15:46] some more bangers. By the way, does

[15:47] anyone know what bangers are besides the

[15:49] other Simon in the room?

[15:51] Bangers and mesh.

[15:53] Yeah. Yeah. So, bangers are in England

[15:57] like like a sausage, but of course also

[16:00] be these little firework things. They

[16:03] could also be that's a real banger

[16:05] that's really good. So, you know, if you

[16:07] go to England and you like you talk

[16:09] about bangers, they might be confused.

[16:11] You're talking about the food about I'm

[16:13] I'm a real banger at this or anything

[16:15] else. There's another connotation which

[16:17] I won't even get into

[16:20] that's not for this topic over here. So

[16:22] things I I like to do in the content. So

[16:25] I love to use tables. Tables and lists.

[16:28] Why?

[16:31] Google loves data. Why?

[16:35] Structured easy to read also by people

[16:38] as well. If you're looking for an easy

[16:40] to read content piece of content tables

[16:42] and lists. So bring it on short images.

[16:44] We talked about images. I love sections.

[16:47] You can read through this at your your

[16:49] leisure. How much time do I have left?

[16:52] 30 minutes. Cool. Only like 10% through

[16:55] my presentation.

[16:57] All right. Some So, more website

[17:00] bangers.

[17:01] We must have been on the same wavelength

[17:03] because I know we've been talking about

[17:04] reviews in here. So, let me ask let me

[17:07] tell you why I do this. Number one,

[17:10] because I'm

[17:11] lazy and also because I'm cheap. Look at

[17:14] you guys.

[17:16] So, I want to bring all my reviews into

[17:19] my website. Now, if I have, say, a

[17:22] hundred reviews for plumbing, how is it

[17:24] house plumbing? And some are about

[17:26] toilets, some about slab leaks, some

[17:28] about water heaters, I don't want to

[17:31] have every single one of those reviews

[17:33] on my toilet repair page, right? I just

[17:36] want the reviews which are about toilet

[17:39] repair. Yes. Right. So, how do I do

[17:41] that? I download download every single

[17:44] one of my reviews via code because I'm a

[17:46] nerd. I'm lazy. I'm cheap. Is I download

[17:50] all the reviews into the back end of the

[17:51] website as a custom post type CPT. Cool.

[17:54] Then I categorize them with AI. Said

[17:57] what is this review about? Generic about

[18:01] toilets about showers about water

[18:03] heaters. What is it about? And it tags

[18:05] it with a category. Now on the service

[18:08] pages, let's say it's water heater. You

[18:10] like that? Right. So, on your water

[18:12] heater page, you have a little code

[18:13] snippet that says, "Show me reviews just

[18:16] for water heaters." It pulls all those

[18:18] reviews in. So, the f the most recent

[18:21] ones show up first. So, every time you

[18:23] add a new review, that's from from the

[18:25] GMBB. Now, you got fresh fresh reviews

[18:29] coming in. Cool.

[18:33] All right.

[18:36] By the way, I used to hate public

[18:37] speaking. Now you can't stop me. I used

[18:40] to belong for now and all with all

[18:42] seriousness I joined a com not company a

[18:47] organization called toast masters

[18:48] international right if you have a

[18:51] passion and you just don't feel like you

[18:53] want to speak in front of people I

[18:55] literally when I gave my first speech

[18:57] was called an icebreaker I I kid you not

[19:00] I was in a cold broke out in a cold

[19:01] sweat I kid you not I had a jacket on

[19:04] luckily it was a jacket because I was

[19:07] literally just sweating So, it was it

[19:10] was scary, but it was the best thing

[19:12] that I've ever Didn't cost me hardly

[19:14] anything. So, if you ever want to be up

[19:16] in front of people, Toast Masters is the

[19:19] thing. It's it's a real banger.

[19:22] Okay. Uh service pages. Um Oh, so while

[19:26] I'm at generating the reviews, I'll put

[19:29] all the ADA compliance in there, do the

[19:31] schema for the reviews. So, the whole

[19:34] thing is coded out. So, I just do one

[19:36] short code and it's done. Okay. How cool

[19:39] is that?

[19:40] Cool.

[19:43] Simple to vibe code. Yeah,

[19:45] it is super super simple. If if you

[19:48] don't if this confuses the heck out of

[19:50] you and go like, "Oh my gosh, my brain

[19:52] hurts." Just reach out to any one of us

[19:54] in here who's done anything with Vive

[19:56] Code, you'll love it. All right,

[20:00] another one. I I've hardly seen hardly

[20:03] anyone. I I've done this presentation,

[20:06] this little snippet before. I hardly see

[20:08] anyone doing it, so why don't you? Where

[20:12] are you located?

[20:15] Oh, where? Here's our address. 123 Elm

[20:17] Street. Oh, big whoop. Well, where is

[20:18] it? This is GMBB.

[20:22] I don't know.

[20:24] So

[20:26] what I learned years ago is that you

[20:29] have to if someone's coming to your

[20:32] office, let's say it's a dentist or

[20:33] what? Let's use dentist is how do I get

[20:36] to your office? Well, you drive down

[20:39] this road and they say, "Oh yeah, you

[20:41] just go past the embassy suites by

[20:43] Hilton the Lovefield one where second on

[20:45] the left." Cool. Well, put that in your

[20:47] freaking website. This is where we are.

[20:50] Take this like we are near the unique

[20:52] landmark. We are near the Embassy Suites

[20:55] by Hilton Dallas Lurfield. Just copy and

[20:57] paste from Google Maps. We're near the

[21:00] intersection of LemonAve because that's

[21:04] what Google Maps has and W Northwest

[21:07] Highway Loop 12. By the way, in Dallas

[21:09] in North Texas, most roads have like

[21:12] five names,

[21:14] right? Yeah.

[21:15] City has five names.

[21:18] Like highway five, right? you know that

[21:20] map in up in Plano McKini Allen's like

[21:23] highway five and Plano road and I don't

[21:26] know like which road are you on I don't

[21:27] know so take just copy and paste in

[21:29] Google maps and just put it in there

[21:32] take pictures and I don't know why you

[21:35] guys I'm not saying you guys but the

[21:37] majority don't do this take a picture of

[21:40] the street where you are here's my

[21:42] office from the from the street over

[21:44] here by by wherever right here's the

[21:46] street sign here's the parking here's

[21:48] how you get to our office. Sean

[21:52] had some troubles with

[21:55] you

[21:57] from streets, the office, everything

[22:00] around there and you just keep it into

[22:02] the it helps with the trust factor a ton

[22:05] because they're looking at that street

[22:06] viewing this and they're like, "Oh yeah,

[22:09] been out there." So what so for the

[22:11] people online and Sean are saying yeah

[22:13] just take pictures from around the area

[22:15] like around where the office is located

[22:17] add them to your GMBB or GBP and you're

[22:20] good to go.

[22:22] Cool.

[22:23] All right. Um

[22:26] here's another one that if you have

[22:28] plumbers or trades trees whatever you

[22:31] want to have you could do the same thing

[22:33] with this. Take a picture of the guys

[22:36] out there. Hopefully, it's good and it's

[22:38] not like a picture of their thumb or

[22:40] anything. You take the pictures of the

[22:42] job done. Oh, this is one that I I told

[22:45] one of my I have an HVAC client. He he

[22:48] started his business in July 4th of last

[22:52] year. He works part-time as a HVAC. He

[22:55] has a full-time job, but he works

[22:57] part-time as a HVAC. He started actually

[23:00] doing this. He went around neighborhoods

[23:02] and is where, let's say we're in um

[23:04] McKenna, let's say up there somewhere.

[23:07] and there's all these nice neighborhoods

[23:08] and you go take pictures of the

[23:10] neighborhood entrance sign and he go

[23:12] starts posting them to his GMBB profile

[23:14] and says, "Hey, I was out in Aubber

[23:16] Hills doing like doing an HVAC repair

[23:19] and puts it up there." Now you're

[23:21] sending signals to Google. Hey, I work

[23:24] at this place over here. Then he did

[23:26] like YouTube shorts of his jobs. He he

[23:31] made now he made let's see he doesn't

[23:35] mind me sharing this he was working

[23:37] part-time like 10 15 20 hours a week

[23:41] kind of right he made made like 60 grand

[23:44] in six months first six months now

[23:47] that's not that's not going to take uh

[23:49] bring him home from his job that was

[23:51] working 10 to 15 hours a week from zero

[23:54] to 60 grand in six months is that cool

[23:58] so there's another thing in here. I

[24:00] won't go through this one, but you could

[24:02] basically have a a one one second. You

[24:04] could basically have a way to upload

[24:07] images to the website from the text.

[24:09] Have AI take the images, write a little

[24:11] blurb, post it to social media, post it

[24:14] to your website, post it to GMBB. This

[24:16] is where we were doing XYZ in ABC

[24:19] Neighborhood. Some questions over there

[24:23] on YouTube.

[24:24] You're going into a neighbor. Wait,

[24:26] wait, wait. Oh, thank you.

[24:29] How to turn it on.

[24:36] Just clarif.

[24:42] Yeah.

[24:42] Come on. There we go. Thank you. So when

[24:45] you said add geo in YouTube, you did

[24:47] exactly what you said. You go out to

[24:48] take the picture of Arbor Hills, which

[24:50] is a neighborhood in Ky. Do you geo tag

[24:53] the YouTube shorts video to let's say

[24:56] that entrance area or to that

[24:57] neighborhood?

[24:58] No. Although the the images that you

[25:02] take that still images, they will have

[25:04] XF data and stuff in there right now.

[25:07] People say that Google strips the XF

[25:09] data. Well, it does, but what happens

[25:11] before it strips the XF data?

[25:14] It's it's evidence. No, what I'm saying

[25:16] on YouTube there is a underneath there's

[25:19] a I guess it's a category you can have

[25:21] and say where was it taken, where was

[25:23] the video taken and say Mckin or Dallas

[25:25] or wherever you are.

[25:26] Okay. So, but if you wanted to you could

[25:28] go as deep as say if you were in Arbor

[25:30] Hills to confir if you want to go that

[25:32] granular. Yeah, but you can put it in

[25:35] there but again it's like cheap and

[25:37] lazy. Well, how much do you do? Right.

[25:39] So, yeah, go for it. Right. Thank you.

[25:42] Yeah, there's another question ma right

[25:45] right behind you.

[25:48] So, do you go through the trouble of

[25:50] changing any other um elements of the

[25:53] exit data? So, like ITC tags or titles,

[25:57] captions?

[25:58] No.

[25:58] No. Okay.

[25:59] No. I mean, why should if if my guy is

[26:02] out there in his truck? Oh, sorry. I

[26:05] missed out an important point. So, he

[26:07] parks his truck. So ABC HVAC in front of

[26:11] the Arbor Hills sign. So now you've got

[26:14] his truck with his with his logo, his

[26:18] his his um website, his brand name in

[26:22] front of Arbor Hills McKini. Right. So

[26:25] now you've got entities like backing up

[26:27] another entity. So it's evidence brand

[26:30] association. See? Thank you. Right. Is

[26:32] that cool? Right. So where's the mic?

[26:42] I assume these are service area

[26:43] businesses. Have you looked at all to

[26:46] see like the polygonal shape for your

[26:49] service area and if posting this kind of

[26:52] content will push the lines around on

[26:54] your service area at all?

[26:56] It seems like it should.

[26:58] Well, so all I can all I can tell you is

[27:01] this just a it's a test of one. So just

[27:04] take it with a grain of salt. But he's

[27:07] ranking like in let's call it M Mc Mckin

[27:09] is a really affluent area by the way. So

[27:11] I I'll use that as the example went from

[27:13] zero to having lots of ones across like

[27:17] call it 10 mile by 10 mile. So it

[27:20] definitely works. So I think the two

[27:22] things that he was doing and Mike Molina

[27:24] will also tell you do your YouTube video

[27:27] shorts be be active on social. So, he

[27:29] does his YouTube shorts. He does take a

[27:31] whole bunch of pictures and he gets

[27:33] reviews and he replies to the reviews.

[27:37] Okay. Does that answer your question?

[27:41] Okay. You think so? Okay.

[27:43] Yes.

[27:44] Yes. All right. Can you guys take this

[27:45] home and implement this tomorrow or

[27:47] tonight?

[27:48] For sure you can.

[27:49] Hard to get the clients to do it though.

[27:51] With tree service, I've been telling

[27:52] them this for five years and I could

[27:54] maybe 20% of them will actually do it

[27:56] consistently.

[27:57] Yeah. No kidding. Tell tell them that

[27:59] tell them that that house pros and

[28:02] they're forced to with house pros. It

[28:04] forces you when those guys

[28:05] No, but I sell services.

[28:10] Hey, real quick. Simon sir

[28:12] and Brad like you do lead gen, bro. You

[28:15] do AI. I mean, sorry, stock photo, flip,

[28:18] screenshot, then add in, right? I've

[28:20] been doing it for years, bro. When I

[28:22] take a van,

[28:23] I don't got no fleet, but Google thinks

[28:25] I have 74 vans in a certain geo. That's

[28:28] what they think cuz I put a number on

[28:30] the pan. Like a real business foot,

[28:32] right? You know what I'm talking about?

[28:33] Yeah.

[28:34] Yeah. Crew four was over here. Crew 19

[28:36] was over there.

[28:39] Yeah.

[28:40] So, I kind of What? How's my time?

[28:44] I'm good. I got another hour left. Cool.

[28:47] All right. I'm like

[28:49] another 400 slides to go. All right. By

[28:51] the way, I I I halfway joke about having

[28:55] so many slides, but I was sitting down.

[28:58] I was at home yesterday and doing some

[28:59] stuff like, "Let's add a few more

[29:00] slides." Like, you know how that goes,

[29:02] right? I I love to give because it's a

[29:05] community that when I first got started

[29:08] in SEO, there's a a Facebook group

[29:10] called Local Client Takeover, right?

[29:13] True story. So, I'm being authentic here

[29:15] and being vulnerable. Is I went in

[29:17] there, I knew I didn't even know what a

[29:19] GMBB was. didn't know what it stood for.

[29:21] I knew nothing about I didn't know the

[29:23] questions to ask. So, I was in there

[29:26] being one of these lurkers and going,

[29:28] "Dang, I need to know about this SEO. I

[29:29] probably can make some good money with

[29:31] SEO." So, I I went in there reading the

[29:34] stuff and someone had a question like

[29:37] that seems like a really good question

[29:39] to ask. Like, I have no idea what

[29:40] they're asking, but let me go off and

[29:42] like research it. So, I went to Google,

[29:44] went to YouTube, like, oh, that's what

[29:47] they're asking. And I came back and

[29:50] understand please this is not me trying

[29:52] to brag to you or to the people in local

[29:55] client takeover. I said oh by the way an

[29:58] this is the answer to your question I

[30:00] found is like x y and z and an goes well

[30:02] thank you so much that's really cool. Oh

[30:04] no problem. And then someone else had a

[30:07] question like and I did the same thing

[30:09] like why is it so hard? Why can't you

[30:12] just go to Google and YouTube and find

[30:14] this for yourself? What's what's wrong

[30:15] with your hand? Why can't you find this?

[30:18] After about a month,

[30:20] it was like so crazy. People saying,

[30:22] "Simon, you know this stuff really well.

[30:24] Can you help me out?" Like, dude, I've

[30:26] been here for like I'm I'm still still

[30:28] crawling. I'm still wet in my diapers

[30:30] type of thing. But it kind of gave me a

[30:33] reputation, which was really weird for

[30:36] me because I didn't see myself as a

[30:38] guru, but I I was trying to give back to

[30:41] the community. And that's what I'm here

[30:43] today to give to you is give back. So,

[30:45] there's a bunch more slides in here. You

[30:47] won't see them here live, but you'll see

[30:49] them in the in the file later on. And

[30:50] like I say, if you want to connect with

[30:51] me, find me. I'm I'm not that active on

[30:54] Facebook, but you can still find me. So,

[30:57] I won't reply like in five minutes, but

[30:59] maybe a day or two, maybe. Cool. Uh, all

[31:03] right. Again, lazy and cheap. I don't

[31:06] use WordPress themes anymore in new

[31:07] sites because

[31:10] a I'm lazy and b I'm cheap more like

[31:15] lazy like divvy like Sean loves divvy. I

[31:18] used to like evader and I used to like

[31:20] divvy but man it's like by the time I

[31:22] want to change the color in the

[31:24] background of something like oh my gosh

[31:27] how hard can it be? Here's the thing. AI

[31:32] can write really, really good HTML.

[31:37] So if you give it precise instructions,

[31:39] guess what? AI can update HTML much

[31:43] faster than you can without using page

[31:46] builders, right? So why don't we do it?

[31:50] So I've now replaced all the Yoast and

[31:53] SEO Press plugins. I do a bunch of nerdy

[31:56] short codes for really cool stuff and I

[31:59] use AI a lot. You know the drill.

[32:04] Okay, so that's kind of like section

[32:07] one. How am I doing on time?

[32:08] You're doing good.

[32:09] It's good. What does that mean?

[32:13] 30 minutes left.

[32:14] 20 at least 20. Then we're going to take

[32:16] a break. So

[32:19] cool. All right. Back in the old days,

[32:23] anyone kind of familiar? Who's who's old

[32:25] like me?

[32:26] Right. So, back in the back in like this

[32:29] is where you show your grandkids this

[32:31] like hey back in the day we used to have

[32:33] like a phone that was plugged into the

[32:35] wall like for real like how did they go

[32:39] outside without a cell phone like like

[32:41] they just can't fathom it. So, believe

[32:45] it or not they used to use like IBM XTS

[32:49] is that 286 chips from Intel. You have

[32:52] someone over here writing their specs

[32:54] for the future of someone

[32:57] writing it, someone reviewing it,

[32:59] someone testing it. Reams and reams and

[33:02] reams of paper. This is probably not too

[33:06] far out from what it used to look like.

[33:08] A bunch of people in a room, you know,

[33:10] got the 80s stuff going on there. It it

[33:13] was like this. I used to work at a

[33:15] company. We would have a group called uh

[33:19] they were like systems engineering or

[33:22] something and they would create this

[33:23] product requirement document the big big

[33:26] thing. Then we'd give it to the

[33:27] engineers and the engineers would write

[33:29] feature requirements. Then we give it to

[33:31] the coders and the coders would code it.

[33:33] Then it would go to testers and they

[33:35] would test it. And it was a good process

[33:37] to have when you when you're coding at

[33:39] scale. It worked and it worked really

[33:41] well. So, but we don't have we don't

[33:45] need all these people today because we

[33:47] have AI.

[33:49] Cool. So,

[33:52] I I dislike vibe coding. Not to upset

[33:56] anyone in this room because you can get

[33:58] results with it, but there's also a

[34:00] level of frustration, right? You if

[34:02] you've been there before. Chad, do you

[34:03] vibe code?

[34:06] Depends on how you define it, but I

[34:07] definitely use code these days.

[34:10] Yeah. So here's here's where most people

[34:13] start because they've heard about the

[34:15] latest fad going on with AI and it can

[34:17] do all this wonderful coding like hey

[34:19] let me write this this this like feature

[34:21] to do X Y and Z. Bam off it goes and

[34:24] then go like

[34:27] it's not like how I wanted it to turn

[34:29] out. Then you go back and make some

[34:31] tweaks like h I guess it's good enough.

[34:35] Well here's what you need to do, right?

[34:38] Let's get nerdy, but I want to make you

[34:40] feel uncomfortable, then give you a

[34:42] solution. Is that okay? Right. Is it

[34:44] okay being uncomfortable to get better?

[34:46] Okay. How many of you work out?

[34:50] Brian, why don't you work out? Uh, by

[34:52] the way, shout out to to Brian Hung at

[34:54] the back. He's like one of the most

[34:55] nerdiest fitness guys on the planet I've

[34:58] known. He's like, "Oh my gosh." So, so I

[35:02] love stories because stories tell or

[35:05] sorry, stories sell, facts tell.

[35:08] the So, we're in this group every

[35:10] Friday. We're talking about health. I'm

[35:11] sitting there in my office chair going

[35:13] like, I haven't moved for like three

[35:14] hours. I need to get up and move around.

[35:17] So, like Brian goes, "Yeah, I've been

[35:19] doing this and that." Okay, that's cool.

[35:22] I'm feeling a little bit bad, but also I

[35:24] know in my head I need to move around a

[35:26] bit more. Go like, "You know what? I

[35:28] went to I went to see a nutritionist

[35:30] because it was covered in my insurance."

[35:32] And a nutritionist said, "Hey, would you

[35:34] like to have to go see a personal

[35:36] trainer twice a week? doesn't cost

[35:37] anything. Like, okay, cool. So, I see a

[35:40] personal trainer now for six weeks. I've

[35:42] been seeing him since uh April of last

[35:45] year. Doesn't cost me anything. But man,

[35:48] do I feel so much better now. So, I

[35:51] mean, it beats sitting around all day

[35:53] long. So, non SEO, non nerdy tip, don't

[35:56] forget about your health, guys. It's the

[35:58] only health that you have. You'll have

[35:59] you you you'll never get I know there's

[36:02] probably a better way of saying this,

[36:03] but this you could be in the worst shape

[36:05] today and then six months from now be in

[36:07] the best shape ever. So I'm probably in

[36:09] the best shape I've been in about 10

[36:10] years, right? And I feel great. So thank

[36:13] you, Brian. Back to this.

[36:17] Run a PR product requirement doc. Is

[36:20] that right, Chad?

[36:21] Yeah.

[36:22] Turn it into tasks. We we talk in

[36:24] acronyms. Turn to task. Write the code.

[36:26] We have another LLM verify it and then

[36:30] there's this thing called Ralph Wigum

[36:32] which I'll explain on the later slide.

[36:34] Does anyone before like last week or

[36:36] last month does anyone know who Ralph

[36:38] Wigum is?

[36:40] Simpsons.

[36:43] All right. So here's the shift that

[36:45] we're seeing in in effort allocation. By

[36:48] the way, this slide was created just a

[36:51] cool tip. If you go to Gemini

[36:54] Pro think three, there's a drop down and

[36:57] then you can do what's it called? Um

[37:01] canvas and you say I want to build a

[37:03] presentation and you drop in everything

[37:05] it will present a PowerPoint slide or

[37:08] create a PowerPoint slide for you. It's

[37:09] really good.

[37:11] So most people when they buy code little

[37:13] bit of planning some coding and they're

[37:16] like oh man 70% debugging and testing

[37:18] and getting frustrated.

[37:21] The right way to do a big pro a bigger

[37:23] project is let's plan and spec it out.

[37:27] Let's implement it and that's maybe like

[37:29] 10 20% of recode. So now you're asking

[37:32] me

[37:39] how do I build a PRD? I know that's only

[37:41] a tip of mind, right? How do I build one

[37:43] of these PRDs? Well, everything's in the

[37:45] slice, by the way, unless you're just

[37:46] taking pictures of me secretly on my

[37:48] own. Okay, so you build a PRD. It

[37:51] launches in an agent. You can use claw,

[37:54] you can use cursor, you can any one of

[37:57] these is pretty good. It builds a PRD.

[38:00] It builds a set of discrete tasks for

[38:03] for the coder to do. And each task has

[38:06] define inputs and output success

[38:08] metrics. You got to inspect what you

[38:11] expect all the time. So then the AI

[38:14] codes it then the output is inspected or

[38:17] audited by a new AI session. That's

[38:19] really important. So you have here's the

[38:22] thing, right? If any of you have ever

[38:23] like tried to like do something on the

[38:26] website and you're like, "Yeah, this

[38:27] should work." And you sit there and

[38:28] you're going around and around and

[38:30] around and like I can't see what's going

[38:32] on. Have we've been there before? Like

[38:35] you just can't see the forest for the

[38:36] tree. Like why on earth is this not

[38:39] working? It should work. You spent an

[38:42] hour then you say hey an can you take a

[38:45] look at this like what's going on and an

[38:46] goes you missed a semicolon like like

[38:51] duh when you're doing doing schema if

[38:53] you've missed a semicolon in schema you

[38:55] know what I'm talking about comma or

[38:57] something so feedback so you have a

[39:01] little bit of human verification now if

[39:03] you want this PRD generator you go here

[39:07] it's a it's a GitHub thing so I I love

[39:09] GitHub it's in the slide BK so you can

[39:12] see all the slides. So, oh, he was just

[39:15] taking a picture of me to post up like,

[39:17] "Hey, I saw this really cool guy like

[39:20] cool accent." It's like, "Man, this guy

[39:22] is is is the is a real banger over

[39:24] here." Not don't say that. Don't say

[39:26] that.

[39:28] So, go to GitHub. You can see it. You

[39:30] can install it. It's it's a skill. You

[39:31] can put it in Claude Code. I love Claude

[39:34] Claude Code. So, you can put it in

[39:36] there. It helps you make coding so much

[39:38] more fun. So, who is Ralph?

[39:42] I I don't know why the guy had this. I I

[39:45] don't know. Maybe he's a he's some nerd

[39:48] who likes the Simpsons. So, you can read

[39:52] all this. But basically, we have this

[39:54] feedback loop, right? When you code

[39:56] something, how do you know it's correct?

[39:59] If you have the same coder inspecting

[40:02] their own work and going, "Oh, it's has

[40:04] some mistakes. Let me go fix it again

[40:06] and again and again," they get tired.

[40:09] They make mistakes. They don't see it.

[40:11] So what the Ralph Wiggum

[40:14] plug, not plugin, because there's one

[40:16] for Claude doesn't do this. But what it

[40:18] does, it takes a new agent, as I say, it

[40:21] takes an as a new tester and an looks

[40:24] through it again. It's like, oh, I found

[40:25] these issues. So then you feed it back

[40:28] and it goes to Bradley like Bradley, is

[40:30] this okay? And Bradley goes, yeah,

[40:31] that's good. Okay, fantastic. So that's

[40:33] Ralph Wiggum. kind of nerdy, but it's

[40:36] it's important to know about

[40:39] uh AI context. Rock, I explained this

[40:43] before is that when you're chatting with

[40:45] a with an AI, when it's got through

[40:48] maybe half of its context, it's going

[40:50] like it gets lazy. It gets confused.

[40:52] It's like, man, I'm tired. It makes

[40:54] mistakes. So,




============================================================
SEO Rockstars 2026: Day 3 - Charles Taylor
Video: https://www.youtube.com/watch?v=MKNTwBWLh54
============================================================

[00:04] I appreciate you inviting me here to

[00:05] speak and uh should give a shout out.

[00:08] Dory was actually I think Dory 23 was

[00:11] the first um uh conference I spoke at

[00:14] for for any of these conferences for for

[00:17] you or spring training or anything like

[00:18] that. And and actually so

[00:21] email

[00:24] Yeah, why not?

[00:25] Okay, come on.

[00:26] Yeah, why not? I'll try speaking. I had

[00:28] never done it before and and uh it went

[00:31] over pretty well, I think. And actually,

[00:32] it went over so well after I spoke, Lee

[00:35] and uh Ted kind of cornered me at lunch

[00:37] and said, "Hey, do you want to join us

[00:39] on uh on Fight Club?" I'm like, "Yeah,

[00:40] why not? I'll give that a shot, you

[00:41] know, give that, you know, and then

[00:43] that's kind of gone from there." Uh so,

[00:45] a little uh postcript on um what Marina

[00:48] was talking about with brand traffic and

[00:50] whatnot. We were chatting at one of

[00:52] Holly's events and we were talking about

[00:54] local listings or the GBPs and he was

[00:58] you know he was I I had first heard

[01:00] about Mike CTR geeks I think it was

[01:02] years ago and he was talking about brand

[01:06] he's talking about you know people

[01:07] aren't searching you know keywords are

[01:08] searching brand so I went to the Fox GBP

[01:10] and it's like well let's see how are

[01:12] people finding it people are typing in

[01:14] the name people are typing in the

[01:15] address people are not typing in news or

[01:19] news station or anything like that. Uh,

[01:22] at some time at lunch, someone come and

[01:24] ask me about news in New York City on

[01:26] GBP. I think I stumbled into

[01:30] something fishy. Uh,

[01:33] I'll leave it at that. So, for those of

[01:35] you who don't know anything about me,

[01:36] who the heck is Charles Tyler? Keep this

[01:38] super fast. Um, I spent most of my life

[01:40] in enterprise SEO. I started doing SEO

[01:43] in around 2004. I did the standard

[01:46] affiliate sites, churn and burn. After a

[01:48] year or two, I said, "Okay, let me, you

[01:50] know, not kind of be a big boy. Let me

[01:51] get a real job." Because that's what I

[01:52] figured. Okay, I just go get a job at

[01:54] SEO. And I worked for a company called

[01:55] Lexus Nexus. We did a lot of uh lawyers,

[01:58] uh, small mediumsiz law firms. I was

[02:00] there for several years. And I went to

[02:01] an e-commerce site for four or five

[02:03] years. I only last about four or five

[02:04] years in a large corporation because I

[02:06] can only take the BS for so long and

[02:09] then I'm like, "All right, I got to go

[02:10] someplace else." I had an interesting

[02:12] philosophy handed to me years and years

[02:14] ago, decades ago, when I was first

[02:16] getting a job, and I didn't like my very

[02:18] first job out of college, and one of the

[02:19] guys I was talking to said, "Well, then

[02:21] just quit and go get another job." And

[02:23] I'm like, "What do you mean?" He's like,

[02:23] "Well, you can always get another job

[02:25] you hate." And I'm like, "That is a

[02:26] really good point." So, I've always

[02:28] lived with that philosophy that you can

[02:30] always get another job you hate. Um, so

[02:32] I worked for Verizon for about five and

[02:34] a half years. Uh, my big thing I did

[02:36] there was we migrated from Verizon

[02:39] Wireless over to Verizon. talk about

[02:41] data, talk about a lot of stuff. I

[02:42] really, you know, cut my teeth on that.

[02:44] And then Fox poached me from from

[02:46] Verizon and I was there for about three

[02:48] and a half years. Now I'm on my own. So,

[02:50] we'll talk about that in a little bit.

[02:52] Favorite subjects here. I'm not sure

[02:53] what to talk to me about. SEO,

[02:55] obviously. Star Wars pre- prequels.

[02:59] Don't talk to me about any crap. And uh

[03:01] Dungeons and Dragons, but only if you

[03:03] know what a 20-side die looks like.

[03:06] All right. So, I'm going to talk about

[03:08] little some tricks. You're going to see

[03:09] some weird stuff today. Um, note, ignore

[03:13] the tricks. Understand the implication.

[03:16] It's all in the implication. And if

[03:18] you're familiar with uh the show and uh

[03:20] and this character, I did not intend to

[03:22] wear the same shirt as him today.

[03:25] All right. So, I realized as I'm coming

[03:27] down in the elevator, I really thought

[03:29] about going back up and changing my

[03:30] shirt. I'm like, it's too late.

[03:33] Own it. Um, all right. So, I'm gonna

[03:35] take you on an epic adventure. We're

[03:37] gonna look at data. So, you know,

[03:39] Marino, just don't get too excited. Um,

[03:42] while I'm at Fox, I'm always looking for

[03:44] ways to improve crawl budget. And that's

[03:46] the big thing with a really big website

[03:49] is it's all about crawl budget. And

[03:50] honestly, since I've started doing

[03:52] consulting and helping out mediumsiz,

[03:53] even some smaller companies, I realized,

[03:55] no, crawl budget's important for

[03:56] everybody, not just the really big guys.

[03:59] But with the big guys, you could, you

[04:00] know, there's a lot of data happening.

[04:02] So, I'm in Google Search Console. I'm

[04:04] hitting the pages report and I see

[04:06] something weird at the bottom of my

[04:08] pages report. And probably some of you

[04:09] have seen things like this on most of

[04:12] your clients or on some of your clients.

[04:14] There's the whole index though blocked

[04:16] by robots.txt.

[04:19] Let me take a quick pause. At any point

[04:22] in this conversation, if anybody has a

[04:23] question, wants to throw something in,

[04:25] just do it. You're not going to insult

[04:27] me. You're not going to break my stride.

[04:28] You might bit, but I'll get myself back

[04:31] on. So at the bottom of the page report,

[04:33] you'll see this index but though blocked

[04:35] by robots.txt

[04:37] and I had never really noticed that

[04:39] before and I noticed that with Fox and I

[04:42] think this was Fox News. And just by the

[04:44] way, people say, "Wait, you say Fox?"

[04:45] Yeah, Fox News, Fox Business, Fox

[04:47] Sports, Fox Weather, they had a whole

[04:49] bunch of other things. It's actually

[04:50] really they and they they have new um uh

[04:54] New York Post and Wall Street Journal.

[04:56] They're all under the same. It's

[04:58] actually really scary how few

[04:59] corporations own all the media that we

[05:02] consume. It's really only a couple

[05:04] corporations and all these people just

[05:07] jump from company to company. So, a lot

[05:09] of folks like, "Wow, Fox is like we

[05:10] never talk politics. There wasn't a like

[05:12] no one cared about politics. People

[05:14] cared about viewers. It was selling a

[05:17] product." Uh, and I know that and I'm

[05:19] confidently can say that because a guy

[05:21] that used to be at Fox News with me a

[05:23] couple years ago, he's now with MSNBC. I

[05:26] mean, come on. Those are two different

[05:27] ends of the spectrum. And he reached out

[05:28] to me and said, "Hey, we need some help.

[05:30] We're moving over to MS now." Um, they

[05:32] screwed it up. That's a whole different

[05:33] presentation. I'll be talking about that

[05:35] in spring training. Little plug for the

[05:36] Samuels there. So, index blocked by

[05:38] robotics. So, I'm like, "All right, show

[05:40] me what you got, Google." And you can't

[05:42] see this. My eyesight's horrible. This

[05:44] is really small. Anyways, it's these

[05:46] search pages with a whole bunch of like

[05:48] Chinese characters or something. I don't

[05:50] know. And I'm like, "What the heck is

[05:52] this?

[05:53] This is indexed. We're blocking this,

[05:55] but it's indexed. This is garbage.

[05:57] Google, write good content. This is not

[06:00] good content. These are not good pages.

[06:01] These are thin pages. And we got tens of

[06:04] thousands of them indexed. So, I was a

[06:06] little outraged. I clutched my pearls

[06:09] and said, "You got to be kidding me."

[06:10] And so, I dug into a little bit more.

[06:12] And yes, it's these search pages. And

[06:14] so, someone was putting crap on our

[06:15] search pages, getting them indexed. And

[06:18] some of you know this stuff, know this

[06:19] little hack. Some of you don't know this

[06:20] hack. I'm going to talk a little bit

[06:22] more about this in a bit, but they're

[06:23] they're putting a domain in there.

[06:25] They're putting something else. I never

[06:26] translate that, so I don't even know

[06:27] what the heck it said. I I don't care.

[06:30] So,

[06:36] so I'm like, "All right, why are these

[06:37] indexed?" I started doing some digging

[06:39] and I learned something. I've learned a

[06:41] lot about indexation over the past five,

[06:43] six years. This is from Google and it

[06:46] says, "Don't use robots txt as a means

[06:49] to hide your web pages, including other

[06:52] junk, from Google search results." Wait

[06:54] a minute. Robots txt is supposed to stop

[06:56] people from coming into your site.

[06:58] Supposed to stop the crawler and

[07:00] Google's res. Don't use that.

[07:03] Here's the key. If other pages point to

[07:06] your page with your descriptive text

[07:09] text, Google could still index the URL

[07:12] without visiting the page. Really?

[07:16] Yeah.

[07:20] I think that's a lie. And I'll tell you

[07:21] why I think that's a lie in a few

[07:23] seconds. They're definitely discovering

[07:26] the URL and putting the URL in their

[07:28] index, but they may not be. So, when we

[07:31] think about indexing, I don't have this

[07:32] slide here. I talked about this maybe

[07:35] next if you guys have me back maybe I'll

[07:37] talk about crawling and indexing one if

[07:39] you think about crawling it there's a

[07:40] whole bunch of steps there's discovery

[07:43] there's crawl there's rendering

[07:46] there's ranking and this is from

[07:48] Google's own documentation there's

[07:49] ranking and then there's serving and

[07:53] that that ranking and serving people are

[07:55] saying oh do I rank you might rank but

[07:57] not being served it's like that's a

[07:58] whole different thing so there's a

[08:00] discovery and they're putting the URL in

[08:02] their index But they're claiming they're

[08:04] not going to the page. I don't even

[08:05] think that's true. But we'll talk about

[08:07] that in a few seconds. And it says, use

[08:09] another message. It's a password

[08:10] protection, no index. BS. Total BS. John

[08:14] Mueller himself said no index.

[08:18] Again, think about the levels. All a no

[08:20] index is, and this is from John, and he

[08:23] normally tells the truth when he's

[08:25] talking about something technical. A no

[08:26] index is a is simply a no serve. Google

[08:30] still goes through all the other steps.

[08:33] So, putting a no index on the page

[08:35] thinking I'm keeping Google out.

[08:37] No, you're not. Google's still crawling

[08:39] that damn page anyways. Again, let's

[08:41] talk about the implication.

[08:45] So, who's linking to these pages? Google

[08:47] says, "Hey, we're going to go to this

[08:49] page anyways if we if someone's linking

[08:51] to it." And so, there's the referring

[08:53] page down here. You can't read it.

[08:54] That's okay. The the actual URL doesn't

[08:56] isn't important. It's not it's not in

[08:58] Google anymore. We'll talk about that in

[08:59] a few seconds. So, I'm referring page.

[09:01] What's this page? So, I go to the page

[09:03] and I'm like, okay, I can't read any of

[09:06] this. Just in case you're curious, this

[09:09] was the content that that Google

[09:10] Translate gave me.

[09:13] And I started looking for the link. So,

[09:15] where is the link with the descriptive

[09:17] text? Couldn't find the link with the

[09:20] descriptive text. Quite honestly, I

[09:21] assumed it was someplace on one of these

[09:24] on the right or there was a text or

[09:26] something in there. couldn't find it.

[09:28] So, I looked in the code.

[09:31] This is the bottom of the page. Now, you

[09:35] again, you're not gonna be able to see

[09:36] it that well. By the way, you guys are

[09:38] all going to get that. You know, you get

[09:39] this deck. If if Dory doesn't give it to

[09:41] you for some reason, then father Marino,

[09:43] if he don't give it to you, then just

[09:44] find me. I'll give you some contact

[09:46] information. If you saw me speak like

[09:48] three years ago and want the deck, I

[09:50] have it someplace. I'm always happy to

[09:52] share it. I got really cheesed off about

[09:55] a year ago. was at SMX. They did so they

[09:58] did a new SMS advance that's owned by

[09:59] owned by uh SCM Rush. So it was up in

[10:02] Boston. I got a free ticket. So I went

[10:04] there. I'm like, "Yeah, it was pretty

[10:05] good." But a guy came and did a whole

[10:06] presentation and like, "Wow, this is

[10:08] really cool." I talked to him after the

[10:09] presentation and like, "Hey, can I get

[10:11] this deck?" Because he's like rocking

[10:12] through the slides. Click, click, click,

[10:13] click, click. And he's like, "Yeah, no

[10:15] problem. Just reach out to me." I

[10:16] reached out. He ghosted me. SMX goes to

[10:18] me. I got contacts. I I know people

[10:20] like, "Hey, can I get this stupid deck?"

[10:22] Bottom line is I think it was total, you

[10:24] know, vapor wear that he was trying to

[10:26] sell people. But um so the bottom for

[10:29] you guys, you can always reach out to

[10:31] me. You see me in two years like

[10:32] Charles, you talked about something like

[10:34] two years ago. I got the deck. I'll give

[10:35] it to you. Anyways, so at the end of

[10:38] this as I'm finding there are about 40

[10:40] or 50 links at the end of the URL. They

[10:44] didn't have descriptive text. So going

[10:46] back,

[10:48] oh, if it has descriptive text, nope.

[10:50] Not only did these links not have

[10:52] descriptive text, they didn't even close

[10:56] the ahref tag. It was an open a tag to a

[11:00] URL. All of these URLs were search

[11:04] pages. So, they were doing this to

[11:06] people. At first, I thought this was an

[11:08] attack on us because I'm like, "All

[11:09] right, we got somebody that doesn't like

[11:11] us. Fox is evil. Whatever. They're

[11:12] trying to hurt us." Nope. They couldn't

[11:14] care less. There was no politics or

[11:15] anything involved. This is just someone

[11:17] doing some mass injection.

[11:21] Very lazy about it. And it worked.

[11:26] Yeah. So Simon's like, you know, I'm,

[11:29] you know, I'm lazy and I'm cheap. Well,

[11:30] there you go. Maybe it was Simon. I

[11:31] don't know. But

[11:34] and then at the footer of their page,

[11:37] there was hidden cross-linking to other

[11:39] pages in the network. So, I did a little

[11:42] bit of digging, and by a little bit of

[11:44] digging, I mean I did the bare minimum

[11:46] of copy and pasting and found a whole

[11:48] darn network. So, I was outraged.

[11:51] Absolutely outraged.

[11:54] And all the sites appeared legitish. You

[11:57] know, I was like, okay, this didn't look

[11:58] like a spam site. There was nothing

[12:00] about it when you looked at all the

[12:01] different sites that said this is spam.

[12:04] Um, it looked like it might be just

[12:06] someone trying to do their own news

[12:07] networks or maybe something. didn't

[12:09] really have much in the way of affiliate

[12:10] links or anything like that. So, it

[12:12] didn't really ring any bells to me when

[12:14] I was originally when I was looking at

[12:15] the pages.

[12:18] So, I talked to Google. Now, let me

[12:20] explain something. When you work at So,

[12:22] all of us, if we've ever had PPC before,

[12:26] how many different PPC

[12:28] account reps do you get contacted from

[12:31] in a week or a month or a year? And

[12:34] they're all different and they all have

[12:36] varying degrees of of of command of the

[12:39] English language. And it's really a bad

[12:41] look for the company, I would say,

[12:43] that's trying to get money from people.

[12:44] When you are Lexus, Verizon, Fox, you

[12:49] get one rep. That rep doesn't change.

[12:52] That rep for me was six blocks away. We

[12:54] got invited to the office a couple

[12:55] times. They were very helpful. And when

[12:59] I was with Fox, especially, this was

[13:01] around the time, so it's several years

[13:02] ago. This is around the time Google

[13:04] started actually laying people off. So

[13:06] all these project managers who had

[13:09] specific features in the search engine,

[13:12] they needed large companies to start

[13:15] doing things that would benefit these

[13:17] features. So I started talking to all

[13:19] these people came and started talking to

[13:21] me and say, "Hey, you should do this and

[13:22] you should do that." And I learned

[13:25] something years ago. Most of the

[13:27] enterprise SEOs I've worked with,

[13:31] they're not SEOs. And it's not like me.

[13:33] It's like, oh, they, you know, oh, he

[13:34] doesn't know SEO, she doesn't know SEO.

[13:36] They're just not SEOs. They're managers.

[13:38] They're managers that are given SEO is

[13:40] their thing that they have to manage.

[13:42] They deal, and I don't know how you

[13:43] manage something without knowing

[13:44] anything about it, but corporate America

[13:46] is full of people managing things they

[13:49] know nothing about and they have no

[13:51] skills. And the excuse they'll tell you

[13:53] is like, well, I'm a professional

[13:54] manager. It is terrifying.

[13:57] You want to know why these companies end

[13:59] up laying off 13,000 people after a

[14:01] couple years? It's because of like

[14:03] negligent mismanagement. So anyways, uh

[14:07] they would come and talk to us and I

[14:08] learned that smart is dumb, dumb is

[14:13] smart. I do not want to be a

[14:16] sophisticated SEO when these people from

[14:18] Google come and talk to me. I start

[14:19] talking canonical tags and this like

[14:21] they're going to lock down. They're

[14:23] going to be quiet.

[14:25] So, I'm just a manager. And so, when

[14:27] someone came to me and started talking,

[14:28] it's funny, uh, Marlene was talking

[14:30] about, you know, video search. I had the

[14:33] people that were in charge of putting

[14:34] video into the Google Surf come and talk

[14:36] to me. And they're trying to convince us

[14:38] to do Google uh to do video. And so, I

[14:40] asked them some questions and they're

[14:42] like, "Okay, you have to do this." Like,

[14:43] what do you mean by that? Well, you want

[14:44] to make sure you have a site map. Oh, we

[14:46] have a sitemap. I I know what they were

[14:48] going to say. They're talking about a

[14:49] video sitemap. And I know we have a site

[14:51] map. Oh no, you need a video sitemap. A

[14:52] video sitemap. I actually like I don't

[14:54] know why I I didn't I couldn't say the

[14:57] word video. So because I because again

[14:59] dumb is smart. And so now I'm just

[15:01] another dumb SEO manager and they've got

[15:03] to explain things to me and they're

[15:05] like, "Oh." And oh yeah, yeah. You know

[15:07] what? I do remember seeing that. I was

[15:08] looking in some Google documentation and

[15:11] it says I can embed the player or put

[15:13] the or put a link to the video. And

[15:15] immediately the person says, "No, don't

[15:17] embed the player." So there you go. If

[15:19] you're doing video, the documentation,

[15:22] Google documentation says you can embed

[15:23] the player or you can put a link to the

[15:25] video file. Put a link to the video

[15:28] file. Now, why? Because they have AI

[15:30] that wants to crawl the video files. I

[15:33] know this because we own Tuby. And I use

[15:36] that as a little bit of a carrot. I'm I

[15:38] can be a bit of a bastard. I'm a really

[15:39] nice guy, but I can be a little sneaky

[15:41] if I need to be. And I use Tuby as a

[15:43] carrot for these guys for months. I

[15:45] dragged them on and because they wanted

[15:47] to crawl all of our Tuby assets. That's

[15:50] all of our movies and videos. So yeah,

[15:52] so Fox owns Tuvi by the way. So if you

[15:53] watch Tuby, it's it's again one there's

[15:56] only like three or four companies that

[15:57] own all media in this in this country in

[15:59] the world probably. But anyways, um so I

[16:02] use that as a as a little bit of a a

[16:03] little bit of a stick. And then the guy

[16:04] that was over there, he's like, "What do

[16:05] I do? We can't give them access to all

[16:07] of our movie data." I'm like, "Just make

[16:10] a file and put, you know, put the

[16:11] previews and the trailers and stuff in

[16:13] there." the bot doesn't freaking know

[16:14] what it's what it's looking at and the

[16:16] people aren't checking the data. So

[16:18] anyways, so they I so that was kind of

[16:20] cool. So I told them all about this hole

[16:22] I found and I'm like, "Hey, I found this

[16:24] weird thing." And I showed them and they

[16:28] couldn't have cared less. I tried to

[16:30] make the guy in the AI picture look like

[16:31] he cared less. This guy cares more than

[16:34] Google cared when I told him about a

[16:36] problem with their algorithm. They

[16:38] couldn't have. So everyone who thinks,

[16:40] "Oh, I found this hole and Google's

[16:42] looking for these holes." Google ain't

[16:43] looking for holes. Google could care

[16:45] less. They just don't care.

[16:49] All they did

[16:51] is the one site that I gave them as I

[16:54] put together I probably put together a

[16:56] little too much information. I put

[16:57] together a little package to explain

[16:58] them. All they did is they took the one

[17:00] site. It got knocked out of the index.

[17:02] The rest of the the rest of the network

[17:05] still there to this day. Still index,

[17:08] still working just fine. So I did knock

[17:10] one page out of the index. So I narked

[17:12] on them and and I got it. So if it was

[17:13] your site anyone out there, I apologize.

[17:15] Um

[17:17] I thought I was doing right by the

[17:19] world. So um doesn't matter because no

[17:22] one cares. Uh where was I? D

[17:26] Google doesn't care. I got them. The

[17:27] only thing that happened though is I

[17:29] think I flew too close to the sun. Um

[17:31] and I'm going to blame Dory for this

[17:33] one. Uh because I did a presentation. I

[17:36] met up with Ted and Lee and they asked

[17:38] me to get on Fight Club. I think someone

[17:40] from Google somehow somebody found me on

[17:43] Fight Club and said, "Hey, that guy

[17:44] you're talking to." Uh he's not an

[17:47] idiot. He's on Fight Club and he talks

[17:49] he's always talking about SEO because

[17:51] about six months after I joined Fight

[17:53] Club, they changed Google reps on us.

[17:57] And the girl they gave us was the she's

[18:01] not she was not very clever

[18:04] and she was useless and nobody ever

[18:06] talked to me ever again after they

[18:08] changed rents. So I'm like all right I

[18:10] got busted.

[18:13] This tickled my memory though. So people

[18:15] injecting things into our into our uh

[18:17] into our site onto our search pages. It

[18:20] kind of I I'm like why there was I like

[18:23] puzzles. I love doing physical puzzles

[18:26] because I like putting different pieces

[18:28] together. And I think that's maybe why

[18:31] I've kind of been, you know, reasonably

[18:33] successful in SEO is I'll I'll hear I

[18:35] know I'll hear Chad say something. I'll

[18:37] hear Brian say something. I'll hear Jose

[18:39] say something. I'll hear somebody

[18:41] everybody will say something and I'll

[18:42] take like a piece and be like, "Huh?"

[18:45] Like there were so many little things

[18:46] like Brian W. like he said a whole bunch

[18:48] of little things yesterday. I was like,

[18:50] "Huh, I wonder how that fits into this

[18:52] other thing that I saw or this other

[18:54] thing I've seen in my past." So, this

[18:57] tickled my memory and it reminded me one

[18:59] of the first things I did when I I So,

[19:02] this is a log file. So, Marina talked

[19:04] about big data and I don't I don't This

[19:07] was back when I was still editing stuff.

[19:09] This is Wednesday the 20th 12. So this

[19:12] is like an entire day and this was for

[19:16] our in an index that an XML file and

[19:19] these were 301's. I know they are 301's

[19:21] because of the color. This came out of a

[19:23] tool that was uh data dog I think was

[19:25] name of tool. If you got a big site,

[19:27] data dog is an amazing tool to bring

[19:29] data in and it is not easy to work with,

[19:32] but it's amazing the data you can get.

[19:35] See, so this is all the log file. was

[19:36] just Google hitting our XML file or

[19:39] these XML files that were old, pounding

[19:42] the crap out of it. When I showed my

[19:43] network guys this because one of the

[19:45] guys, we got along really well and I was

[19:46] showing him like this is almost like a

[19:48] denial of service attack on us. It's

[19:49] like Google's hitting our page so damn

[19:52] hard. This is a 301

[19:54] on a page that hasn't existed for years.

[19:58] Years that page has Google keeps hitting

[20:00] it over and over and over again.

[20:03] And when I look at it, you can see it

[20:05] was a it was a news index. And there

[20:07] were actually two index XMLs. And again,

[20:10] you probably can't see it, but if you

[20:11] look here, the bottom here is 105153.

[20:14] The top is 10353.

[20:17] So in two minutes, whatever that is, 20

[20:18] hits to our server on a file that's

[20:21] 301ing.

[20:22] Remember, if it 301's, we're going to

[20:24] stop following it eventually. Now, you

[20:26] know, you follow it forever.

[20:28] But why why are they following it

[20:30] forever?

[20:32] Well, so I did a little searching. How

[20:33] did Google find this file? And there

[20:35] were two files. How did you know where

[20:37] did Google find this file? And you you

[20:39] can't see it, but that's okay. I'm happy

[20:41] to share. Search engine.com did an

[20:43] article in 2009. This I found all this

[20:47] stuff. I worked at Fox. I got I I

[20:49] started working there in 2021. So I

[20:52] can't remember the exact year I found

[20:53] this. It was probably 21, maybe the

[20:55] beginning of 22 at the most. That was a

[20:58] long time. 2009 to 2021.

[21:01] So 10 years later and in this article so

[21:05] going back in time 2029 2009 I mean uh

[21:09] was it what's the guy Rubert Barack was

[21:11] whining Google's you know doesn't like

[21:13] us and is you know banning us or shadow

[21:15] whatever he was I don't but and then

[21:18] search engine land did an article and

[21:20] said oh no Fox News has a robots.txt txt

[21:25] and they point to a sitemap. And it's

[21:27] funny if you read this part in here says

[21:29] therefore they're doing SEO, which I

[21:31] just found amazing that search engine

[21:33] land thinks having a robust.txt and

[21:35] pointing to a sitemap.xml makes you an

[21:37] SEO, which I stopped trusting their

[21:39] advice once I read that. Um, so in their

[21:42] article they have they just took our,

[21:45] you know, our old XML, put it in here,

[21:49] and I'm like, "All right, but this is

[21:50] just a text. There's a link." So, I went

[21:54] into the code. I'm a clever SEO. I went

[21:56] into the code and I searched just text.

[22:00] No link.

[22:03] So, let that sink in for a second. There

[22:06] was no link. Google discovered that and

[22:09] followed it.

[22:14] Fire away.

[22:27] I'll repeat your question.

[22:29] Sean said he's seeing that as well with

[22:31] just name, address, phone number. So the

[22:33] app

[22:57] See?

[23:09] Yeah.

[23:18] Yeah.

[23:18] Yeah. Just text mentions and on top. So

[23:21] this is not so what you're seeing is not

[23:24] new. This is not new. And I'll say I'll

[23:26] say that because like 10 years ago my

[23:28] brother-in-law his his boss got busted

[23:31] and went to jail for some stuff. My

[23:33] brother-in-law wasn't involved. So just

[23:34] full disclosure how's a good guy. Uh but

[23:37] so he's like now he's out of a job

[23:38] because his boss went to jail. And so he

[23:41] did his own contract. He was a

[23:42] contractor. He just he started doing his

[23:44] own work, made a little website, and my

[23:46] wife comes to me like, "Hey, can you

[23:47] help out?" You know, I'm like, "Yeah,

[23:48] he's a decent guy. He's never really

[23:50] pissed me off or anything." So, I happy

[23:51] to help him out. Made him a little one

[23:52] pager and got him into, you know, the

[23:54] GBP. Didn't really rank. I wasn't going

[23:56] to spend that much time on um and then

[23:58] one day I realized I said, "Let me see

[24:00] if I can help him out a little bit

[24:01] more." I went to his website and his

[24:03] contractor number, so he's in Rhode

[24:04] Island. His contractor number I found a

[24:06] page on the government site that had his

[24:09] name address. It was the road it was a

[24:10] Rhode Island government site and it

[24:12] said, "Hey, his name and address and his

[24:14] his contractor license number, whatever

[24:17] was in there." So, I put his license

[24:18] number on his website and I linked that

[24:21] to the government page. Boom. GBP ranked

[24:24] number one.

[24:26] There were no links. So to to Sean's

[24:28] point, you get that that just that

[24:31] mention, that brand and nap mention,

[24:33] Google understood that they found his

[24:36] name, address, and phone number on a

[24:38] government site about contractors and

[24:40] said, "That's important." That's all I

[24:42] did. I mean, that's all I did. So,

[24:46] stepping back, going back, hey, remember

[24:48] this page? This was our search page.

[24:49] Someone figured out how to inject some

[24:51] content in it. And there's a little part

[24:54] up here. It has uh h hot tkr.com.

[24:58] I'm not going to say it out loud just in

[24:59] case it's an aneemonic. I'm not

[25:01] realizing what I'm saying. So, but

[25:02] there's a domain in there. I'm like,

[25:03] "Huh, are they trying to get domains?

[25:05] What were they trying to do?" And I'm

[25:07] like, "All right, well, you know, Ted

[25:09] talks about this all the time on if they

[25:11] can do it, why can't I do it?"

[25:14] So, I went and I scraped their site. I

[25:16] got all the search page. I got found all

[25:18] the sites. There were 40 plus sites that

[25:20] would allow me to do search. There's a

[25:22] lot more sites than that, by the way.

[25:23] But regardless, I found out it's 40

[25:25] sites

[25:27] and then

[25:29] so this is what example of what I was

[25:30] thinking like what if I put a domain. So

[25:33] just test domain.com search page. So

[25:35] here was one CNN.com I could do it too

[25:37] and Eventbrite you could do it too. I'm

[25:39] like okay so time to test. So I took

[25:44] not G sheets sorry Brian I took Excel. I

[25:48] know that's our original love. Yes.

[25:50] That's the that's our first um so I said

[25:53] all right let me see if I can rank the

[25:55] word swan baron and I was so I had a

[25:58] little tool that gives you these like

[25:59] random words and the most frustrating

[26:01] thing about testing was I would take a

[26:03] random word I plug it in and it would

[26:05] actually be a word and I'm like and then

[26:08] Leo always just put a number in there

[26:09] I'm like no words don't have numbers in

[26:10] them I can't do that. Um yeah that

[26:13] doesn't make any sense but I'm still in

[26:15] my head. So, I was sure when it gave me

[26:17] swan baron, I checked. I'm like, "Okay,

[26:19] it's going to say swanberries for sure."

[26:20] It didn't. Uh, that was a surprise. Um,

[26:23] so what I did is I I went a little

[26:24] overboard on this. It should have been a

[26:26] simple will it index test, but I'm like,

[26:27] "No, I got to learn something." So, I

[26:29] created 10 different variations of the

[26:31] page. I had orphan internal and then

[26:33] different ways of linking to the search

[26:35] pages. So, I had these search pages out

[26:37] there. I got, you know, what if I, you

[26:39] know, what if I just do the search

[26:40] pages? Will Google find them? What if I

[26:41] do this? What if I do that? I had search

[26:44] links going to search links. yada yada

[26:45] yada. So

[26:47] made the again using Excel I just made

[26:49] the page with a s a simple you know

[26:51] concatenate or whatever. Um

[26:55] what do you know like within a week or

[26:57] two page seven ranked for swan baron and

[27:01] actually and it was interesting the su

[27:02] as soon as something ranked Google

[27:04] started giving me a um a local pack.

[27:10] So there's something else there. I never

[27:11] went that down that rabbit hole. But

[27:13] that's like that's one of those things

[27:14] that's kind of been sitting in the back

[27:15] of my head that suddenly we went from

[27:20] I've never heard this word because

[27:21] there's no results to here's a page for

[27:25] you. Oh, and here's some local results,

[27:26] too. So, that's floating around back

[27:30] there. Someday it'll pepper back up. The

[27:32] the the takeaway from this test was that

[27:35] I think I just found a Google Fiverr gig

[27:38] that was, you know, decent. Sorry, it

[27:40] wasn't legit. I apologize. Um, so I was

[27:43] like, that's one of the reasons why I

[27:44] started using money robot. I'm like,

[27:45] well, if the money robot worked, you

[27:46] know, then all right,

[27:48] real scientific this decision. It's

[27:50] like, all right, can it push a real

[27:52] page? All right, that was a fake page.

[27:54] It was all just fun. What would happens

[27:56] if I do this like for real? Um, so Fox

[28:01] Weather had been launching and they had

[28:03] a bunch of weird philosophies when they

[28:06] launched their site. I'll tell you this.

[28:07] See, this is so just to tell you guys

[28:09] this is deck has been like two years in

[28:11] the making. I've been s on this for a

[28:13] while and I'm like I don't feel right

[28:14] talking about this now. I have no

[28:16] problem talking about all this crap. So

[28:17] the funny thing with Fox Weather when it

[28:19] first launched, I started there at

[28:20] launch like three months after I started

[28:22] and they were telling me, "Oh no, we're

[28:24] just going to do news about the

[28:26] weather." Like so wait a we're gonna

[28:28] have a weather site that's not going to

[28:30] give the weather. That doesn't make a

[28:32] lot of sense. I said and I'm like plus

[28:34] like web pages people like there's a lot

[28:36] of traffic in you know Dallas Fort Worth

[28:39] weather you know Dallas weather you know

[28:42] New Jersey weather like there's a lot of

[28:43] traffic out there why are we to know we

[28:45] don't want that tra I was I was actually

[28:47] told that's the weird thing you're going

[28:49] to hear in enterprise we don't want that

[28:50] traffic I've been told that so many

[28:52] times we don't want that traffic what do

[28:55] you mean you don't want traffic most of

[28:56] us like s our arms off just to get a

[28:58] little bit of traffic and these guys

[29:00] like no we don't like that traffic

[29:01] that's not Not good enough for us. All

[29:03] right, whatever. So, will it push this

[29:06] page? So, I did the same thing. Took my

[29:08] pages and you can't see it, but it's

[29:10] just, you know, foxware.com

[29:12] uh I forget what it is. Air quality map.

[29:16] And so, hrefs, who's talking about I

[29:20] think Marina was talking about, you

[29:21] know, boost nature

[29:23] that can everybody see that chart to the

[29:25] right hand side?

[29:27] There were no links. These were search

[29:30] pages. This was text.

[29:32] So, I manipulated hrefs.

[29:35] I wasn't intending to do that, but it's

[29:37] interesting the things you've learned

[29:38] when you do tests. I find when I do a

[29:40] test, I never or I rarely learn the

[29:42] thing I was trying to learn, but I learn

[29:44] all these weird ancillary things.

[29:48] Here was the really interesting, the

[29:50] results. So, yesterday, who said I'd

[29:53] rather have a consistent 20 than jumping

[29:56] in and out of the index? Well, look what

[29:58] it did. this page was jumping in and out

[30:00] of the index and then suddenly boom,

[30:02] Google's like, "All right, I'm pretty

[30:04] cool with this page. I'll keep it."

[30:05] Well, did it increase the ranking? No,

[30:07] it did not increase my rank, but I'd

[30:09] started ranking very consistently.

[30:12] Interesting.

[30:14] Pretty pretty interesting.

[30:17] And then they nicely asked me to leave

[30:18] the company. No relation to the tests I

[30:21] was doing. Uh

[30:23] so my I had a whole year-long kind of an

[30:26] analyze data. I was going to try

[30:27] something else and they and so I'll tell

[30:29] you everybody kind of the like the fun

[30:31] little backstory to this. So one of the

[30:33] things I did not know when I started

[30:35] working there well I did know this one

[30:36] guy from the editorial team did not like

[30:39] me for some reason. I don't know how you

[30:41] can't like me. I'm a wonderful guy. He

[30:43] didn't like me. He it was like

[30:46] yeah he didn't like me. What I learned

[30:48] and this is what you learn in in uh

[30:50] enterprise is that there's always a

[30:52] million teams and I'm never the only

[30:55] SEO. Well, I am the only SEO, but I'm

[30:58] never the only SEO team. And the and

[31:00] it's always a battle with other teams,

[31:02] and that is exhausting. That's why I

[31:04] don't last more than four or five years

[31:06] in any larger organization because I can

[31:08] only handle the interfighting so much. I

[31:11] love working with other SEOs. I love

[31:12] collaborating. You show me something

[31:14] that I don't know or you tell me how I'm

[31:17] wrong about something. So, for example,

[31:19] I

[31:20] happily went on Fight Club and say,

[31:22] "Yeah, lms.txt. I couldn't get it to

[31:24] crawl. they're worthless. Brian comes

[31:26] out and dropped some knowledge on me

[31:28] yesterday. I'm like, "All right, I'm

[31:30] going back to the drawing board and I'm

[31:31] going to look at this again because I

[31:32] might have been totally wrong about

[31:34] that." And that's exciting to me.

[31:36] Finding out, not just learning something

[31:37] new, but finding when you're like

[31:39] totally wrong about something. I like

[31:41] that because it messes with my paradigm

[31:43] a little bit and I kind of like that.

[31:45] So, what I learned is that the editorial

[31:46] team thought they should be in charge of

[31:48] SEO and they hated me from day one. And

[31:51] here was really the death. Now what

[31:54] ended up happening in the organization

[31:56] this was you know pretty large

[31:58] organization is before any technical

[32:02] thing was done before any new anything

[32:04] was changed on the website before the

[32:07] systems guys changed anything and then

[32:10] what eventually happened is before the

[32:12] editorial team changed one of their

[32:13] practices everybody would ask have you

[32:16] spoken with Charles first that is not

[32:20] what you like that sounds like oh that's

[32:21] really cool No, that's not good in a

[32:23] large organization because you paint a a

[32:26] target on your back. And I was the first

[32:28] in the in the product team to get let

[32:29] go. Uh they gave me actually they gave

[32:31] me a nice little package. So it wasn't

[32:32] too bad, but it still annoys me. And

[32:35] then the the icing on the cake is the

[32:37] guy who my boss who actually g who

[32:40] actually gave me the the good news. Uh

[32:42] like six months later, he got axed and

[32:44] like the entire organization got axed.

[32:46] So a little bit of karma. So I was happy

[32:47] about that. So as far as I'm concerned,

[32:49] great freedom. I ain't got no strings on

[32:51] me anymore. So now I'm on my own and I

[32:53] don't know if I'm going to go back.

[32:54] Maybe I will. You can always get another

[32:55] job. Yay. Right.

[32:58] So that was fun, but so what? I have no

[33:00] idea how much time I have left. Like 20

[33:03] minutes, I think. Okay, cool. We got

[33:05] lots of time for questions that you guys

[33:06] have. So that was fun, but so what? Like

[33:09] who cares?

[33:11] Remember, it's the implication.

[33:14] So we've learned a bunch of cool things.

[33:16] So do you want to run out and get a

[33:17] bunch of search pages and you know spam

[33:19] sites using search pages? You can do

[33:20] that actually. And there's actually some

[33:22] fun things you can do with that that

[33:24] have nothing to do with links. But we've

[33:26] learned some things now. We understand

[33:28] how Google works. What do we know? We

[33:30] know that robots.txt does not keep

[33:33] Google out of parts of your website.

[33:36] It works, but not if there's links to

[33:38] it. So,

[33:42] fast forward to July 2025.

[33:45] Total FOMO on this event. Fear of

[33:47] missing out. Not even fear of missing

[33:48] out. just totally I just missed out on

[33:50] this one. This was in like Bangkok or

[33:52] Singapore or something like that. You're

[33:53] not getting me on a plane going over the

[33:55] Pacific. I've seen Lost. It Yeah, I've

[33:58] seen Lost. I've seen Castaway. Yeah. No,

[34:00] I'm not doing that.

[34:03] Although, I would be curious how long

[34:05] I'd like to how long I could survive. I

[34:07] like to think I'd live, but I'd probably

[34:09] die like in a week. Um

[34:12] I've seen a version. So, they had an

[34:14] event. They be in Google. uh search deep

[34:18] dive, Google search deep dive or

[34:20] something like that. The second they

[34:22] come to the US, all of you drop what

[34:24] you're doing and go to this darn event.

[34:26] It was a three-day event. I I can share

[34:28] the the link to I I went out and I troll

[34:31] I I went out and I just I scanned the

[34:34] internet. I found all the articles where

[34:38] people took all the pictures of the

[34:40] decks and I've even fig like a like you

[34:43] know I I have like it's a puzzle. I even

[34:45] tried to figure out which slides were

[34:48] first and try to order their slides. It

[34:50] does no one says any place, but I really

[34:51] wanted to figure it out. I have no

[34:53] context on a lot of the slides, but

[34:55] there were some really really

[34:56] interesting nuggets in their slide and

[34:58] it was three days and Google was like

[35:00] showing you under the petticoat and

[35:01] everything. I don't know if they're ever

[35:02] going to do this again. I think they

[35:04] realized they said too much. I don't

[35:05] know. But anyways,

[35:08] it was I don't remember search. It was

[35:11] uh it was deep dive search console deep

[35:15] dive.

[35:17] I will find it was SC CDD search console

[35:21] deep dive or search no search central

[35:23] deep dive. I'll find it. I'll send

[35:26] everybody a link. I'll I'll put it up

[35:27] and and share it in our little Rockstars

[35:32] app or something. Um

[35:35] yeah, search console deep dive. It had

[35:37] like a really long name. It was Google

[35:40] search console deep dive Bangkok 2025 or

[35:43] or something like that. But it was over

[35:45] the summer. It was really good

[35:46] information. I saw this deck. This was

[35:50] part of their presentation. I've seen

[35:52] something similar to this before about

[35:54] seven or eight years ago in a Google IO.

[35:56] They had a similar deck saying what

[35:59] links they can follow, what links they

[36:01] can't follow. Why would Google say this?

[36:03] Because they're saying, "Hey, if you

[36:05] want us to discover a page, this is the

[36:06] code you use. If you use this code,

[36:09] well, we can't discover the page.

[36:11] Interesting. So, if I do this, you can't

[36:15] follow my link.

[36:18] I learned that when I was with Verizon.

[36:20] So, when we did when we went from

[36:21] Verizon Warehouse over to Verizon.

[36:24] Um,

[36:26] I love working with other

[36:28] vendors.

[36:30] And the Adobe people came and said,

[36:33] "When you do your migration," and I did

[36:34] a whole thing on migrations. I'm not

[36:36] going to get into it deep here, but look

[36:38] up, you know, buy the by the

[36:42] by the whatever it is, by the thing

[36:43] where you can see all the decks and it's

[36:44] in 2023. It was a good one. Um, but

[36:47] anyways, when I was doing I gave I gave

[36:50] this story I'll give you like the very

[36:51] quick synopsis of it. When I was doing

[36:53] this, I I wanted to do a migration and

[36:55] that the Adobe people were like, "Oh,

[36:57] we're going to lose all of your there

[36:58] was something about losing the tracking

[37:00] or whatever." So, the Adobe folks said,

[37:01] "You need to put a parameter at URL."

[37:04] like what exactly do you want us to do?

[37:06] Oh, we're going to re we're going to 301

[37:08] redirect from verizon wireless.com yada

[37:09] yada yada to verizon.com yada yada yada

[37:12] parameter. I'm like uh I don't like the

[37:14] sound of that. I don't like the sound of

[37:16] that at all. Like and then they and they

[37:18] did my favorite thing that I love other

[37:20] we talked to our SEO guy and he says

[37:23] it's no problem. Yeah. Well, if your SEO

[37:24] guy even exists, he's full of It's

[37:26] a problem. So, I went through I said and

[37:30] I just that was one of and again this is

[37:31] why I don't last super long at these

[37:32] large corporations. I just put my foot

[37:34] down. said, "No, we're not doing that."

[37:35] And nobody in large corporations makes

[37:38] decisions. And we were just talking

[37:39] about it at breakfast today. There are

[37:41] no decision makers.

[37:43] Everyone's part of a team. Why? Because

[37:45] when you make a decision, you might be

[37:47] wrong. And being wrong is dangerous. You

[37:49] don't ever want to be wrong. Hey, who

[37:51] made this decision? Dory did. Well, she

[37:53] was wrong. Let's get her right. Like

[37:55] that's that's the philosophy. That's

[37:56] really the fear. What I found is that's

[38:00] not true. Nobody you've got once you get

[38:04] like to the senior director and or like

[38:07] junior VP level and higher. The problem

[38:09] these people have is they spend all

[38:10] their day literally just literally

[38:12] jumping from meeting to meeting. They're

[38:14] dropping meetings. I can't get to this

[38:16] meeting. I'll go to this meeting

[38:16] instead. They are hungry starving for

[38:21] people to make a damn decision because

[38:24] all they do is sit on these meetings or

[38:25] people go around in circles. So that

[38:27] helped me a lot until you get to a

[38:30] certain level and then it doesn't help

[38:32] so much. So anyways, um, so I said, "No,

[38:37] we're not going to." I talked to a dev

[38:38] and actually this guy is real clever.

[38:40] What he did is he used JavaScript to

[38:42] inject the parameter. I ran a test. I'm

[38:44] like, "Google never sees the parameter

[38:46] if you do it that way." Genius move.

[38:49] That's the way we did it. Um, and that

[38:51] kind of stuck in the back of my head for

[38:53] a while. And then I saw that slide and I

[38:54] saw this slide. So Google doesn't it

[38:56] says they can't extract basically what

[38:59] can Google extract href whether it's

[39:02] relative or not an explicit URL. Well we

[39:05] know that's true. Google can extract

[39:07] Google claims they can extract a

[39:10] relative.

[39:12] This is the first time I'm seeing him

[39:14] say this. I don't believe that. I had

[39:17] the flu and the sinus infection over the

[39:19] over the Christmas break. So I didn't

[39:21] get a chance to test it. I I started my

[39:22] test a week ago. I just checked my logs

[39:25] last night. Google still hasn't found my

[39:27] relative text link yet. So, I don't know

[39:30] if that means Google just doesn't like

[39:32] my site. I pinged the crap out of it

[39:33] with all the indexers. That's a whole

[39:35] different presentation on one's working.

[39:37] There's a lot of indexers that don't

[39:38] work. By the way, guys, be careful who

[39:39] you get the money to. Check your log

[39:41] files. If you don't know how to check

[39:42] your log files, come talk to me. I'll

[39:43] show you how to check your log files.

[39:45] But yeah, there's a lot of people that

[39:47] say, "Oh, this does this." Any tool you

[39:50] have and it says we do this. check them,

[39:54] make sure they're actually doing that.

[39:55] There's a lot of tools that don't do

[39:57] anything other than take your money. So,

[40:01] um, but this is really interesting. It's

[40:03] the implication

[40:05] and this is this is the information and

[40:08] this isn't really new. Google IO like

[40:11] eight or nine years ago talked about

[40:12] this. They just didn't have the relative

[40:13] ones.

[40:15] So, here's an example.

[40:17] So, how many how many folks in here have

[40:19] like an e-commerce client? And how many

[40:22] times have you gone into their pages

[40:23] report and seen something that looked

[40:25] like this? 57 in uh 30 I'm sorry, 53,000

[40:30] indexed pages. 277,000

[40:33] non-indexed pages. Well, wait a minute.

[40:36] If it's not indexed, some folks will

[40:37] say, "Well, we don't care. It's not

[40:38] indexed." Yeah, but Google knows about

[40:40] it. Google's crawling it. There's your

[40:42] crawl button. I can't do this kind of

[40:44] math. It's way too early. I don't wake

[40:46] up until about 11 o'clock. Like I'm

[40:48] still asleep right now. So I don't know

[40:50] that math, but that tells me it's like

[40:52] what only 20% of the URLs like 80% of

[40:55] the URLs Google's going to 80% of the

[40:57] traffic from Google bots is going to

[40:59] pages that we don't want indexed. That's

[41:01] a big problem. And so one of the things

[41:03] I've learned and I work with clients

[41:04] with this is if you have an a tag link

[41:09] pointing to pages that you don't want

[41:11] indexed, guess what's going to happen?

[41:14] Google's unindex, but Charles, I put

[41:16] them in my robots.txt. No, Google

[41:18] themselves says, "No, robots.txt, we're

[41:20] still going to crawl it if you have a

[41:21] link to it." With descriptive text, we

[41:24] know isn't true. You don't need

[41:25] descriptive text. You don't need to

[41:26] close your A tag. You just the discovery

[41:29] part of Google is looking for the ah

[41:31] ref. That's what it's looking for. It's

[41:33] not looking for anything else.

[41:34] Obviously, it looks for the the

[41:35] descriptive text, but it doesn't need

[41:37] it.

[41:42] If you have a page you don't want

[41:43] indexed, don't send an a tag link to it.

[41:45] What about a no index? Give two seconds.

[41:47] What about a no index tag? We already

[41:49] learned from John Mueller. It's a no

[41:51] sir. It's not a no index. I tested it.

[41:53] Google still crawl in.

[42:15] So, you said the magic word

[42:16] theoretically. So, theoretically, here's

[42:18] how you fix the problem. Uh, and I'll

[42:20] explain why I'm I'm joking and saying

[42:22] theoretical. I'm not joking. I'm being

[42:23] serious. But, so I have a client. They

[42:26] have a homespun CMS. They are a

[42:29] e-commerce medium-sized e-commerce. Got

[42:31] a lot of medium-sized e-commerce

[42:32] clients. actually um not David. Okay. Um

[42:38] they had this problem. This isn't from

[42:40] their side. This is from another guy

[42:41] that brought. But anyways, so what we

[42:43] did is the first thing we did is we got

[42:44] rid of all the A tags to the search

[42:46] pages because they had facets and search

[42:48] pages like crazy. They were in the

[42:49] millions. It was insane. So we got rid

[42:51] of all the A tags.

[42:53] Then what we did, so step one, get rid

[42:56] of the A tags. And then we learned after

[42:58] like six months, nope, there's one here.

[42:59] Oh, there's one in this template. And

[43:00] there's I did a lot of hunting. Once

[43:02] we've got rid of all the a tags, problem

[43:04] is Google still has these URLs in your

[43:06] index and then they go back and crawl

[43:08] the crawl up the URL. So even on the

[43:11] page you want out of the index can't

[43:13] have a tags pointing to links that you

[43:14] don't want because they're going to go

[43:15] back to the damn page because it's in

[43:17] the index and find the a tags. It's a

[43:19] mess. And then what you can do is go to

[43:22] the removal tool, say get rid of this.

[43:24] The removal tool is actually super

[43:26] powerful. Be careful. I did a test. I

[43:28] took a page that box put in the removal

[43:30] tool and see what happens. Boom. It's

[43:32] out. I watched the log files because I

[43:34] was expecting Google a Google bot to hit

[43:36] the page. No, Google doesn't hit the

[43:38] page and you put in the removal tool.

[43:40] It's a backend thing, I guess. So,

[43:42] that's just, you know, be aware. So,

[43:45] then you put the URL prefix into the

[43:48] removal tool. It'll take it out of the

[43:50] index. As long as Google doesn't find

[43:52] the link again, it shouldn't come back.

[43:55] Yeah. Sean.

[43:59] Yeah.

[44:06] I'm

[44:08] right now.

[44:20] That's right.

[44:32] Um, all right. So, it says website.

[44:38] Yeah.

[44:40] Business slash service. And then I have

[44:44] And then I have another one that says

[44:46] slashca

[44:52] whatever the hell that is.

[44:58] So that's a little different issue that

[45:00] is all right. So now I'm going to

[45:02] pretend that like I understand how

[45:03] servers work. I don't. Depending on your

[45:06] site, some sites and I do a little test

[45:08] with this with all my clients on is just

[45:10] start throwing stuff at the end of the

[45:12] URL and what does the site do? Does it

[45:15] give you a 404? Does a 301? Does it give

[45:18] you a 200 status on the page? And then

[45:20] what does it display?

[45:23] You want that's the first thing I always

[45:24] do with clients. I always like to say

[45:25] what the heck can happen if I go to the

[45:28] HTTP, go to the dubdubdub, non-

[45:29] dubdubdub, throw my favorite is fake

[45:32] page at the end of a URL. What does it

[45:34] do? If it does something like that, you

[45:36] have a potential, not necessarily, but

[45:39] you have a potential black hat exploit

[45:41] on your on your site, right? Because

[45:43] someone can mess your site up.

[45:48] I'm not going to say it on video, but

[45:49] there's ways that people can take that

[45:51] knowledge and hurt a site with it. I

[45:53] don't really want to black hat tax

[45:55] because that's

[45:56] the next one is the next question. Okay.

[46:00] So, what I've gathered from this from

[46:02] this information is that if we go out

[46:06] and create a bunch of pages, okay, and

[46:10] we link to

[46:13] the big sites, okay, and we say that and

[46:16] we we our link is referring to a search.

[46:20] And let's say we put something in like

[46:23] uh one of our clients names and their

[46:25] address and their phone number and we've

[46:28] created a whole bunch of links over to

[46:32] Ox News

[46:34] and it's referring to that, Google's

[46:37] going to index that and even though that

[46:40] page doesn't exist, does that work as a

[46:43] citation?

[46:46] I'm not ignoring you. I just want to go

[46:48] back to this slide.

[46:49] I I know this question's a little evil.

[46:52] So, I'm going to answer that. We can

[46:54] chat about it between sessions.

[46:56] Okay.

[46:56] But I'm going to answer that officially

[46:58] saying ignore the trick. Like we learn

[47:00] like there's an interesting trick in

[47:01] here, but there's an implication.

[47:04] Okay.

[47:04] And let's talk about what the

[47:05] implication is. And you're you're

[47:07] perfect segue by the way, Sean.

[47:09] Yeah.

[47:10] Perfect segue to talk about. Okay. Well,

[47:11] where does this

[47:12] because that was kind of my takeaway

[47:13] from it. I was like, man, I could go out

[47:15] to all I'm gonna go to Nike and then go

[47:17] Forge. a reason I there's a reason I sat

[47:19] on this deck for two years. I'm like, I

[47:21] don't even know if I want to ever talk

[47:22] about this

[47:22] because it feels like that this may be

[47:25] some of what I see on some of my sites,

[47:28] they're trying to do this approach. I

[47:31] I'll tell you what some people are

[47:33] trying to do with things like this.

[47:35] Here's the takeaway. If Google see a

[47:38] link or a URL, they're going to follow

[47:40] it and you're not going to stop it.

[47:42] Google has a problem actually. They got

[47:44] a crawling machine that will not stop

[47:46] crawling. That's all it does is crawl,

[47:49] crawl, and discover URLs. But we can

[47:52] learn from this indexation. Everybody

[47:54] talks about, "I'm having trouble getting

[47:56] indexation or whatnot." Well, have you

[47:57] ever thought about building an

[47:58] indexation PBN?

[48:01] Why fight the spammers? Just do what

[48:03] they do, right? Like, you know, now I've

[48:07] listened to to Brian Winnham a couple

[48:09] times, and if I built a P I wouldn't

[48:11] just build a indexation PBN. I would do

[48:13] a bunch of other stuff. There's ways to

[48:14] monetize that stuff. There's cool little

[48:15] tricks there. Again, I like putting

[48:17] pieces of the puzzle together, but you

[48:19] don't have to. There's people that talk

[48:20] about different ways of getting things

[48:21] indexed, and I've tried a lot of things.

[48:24] If you built a site and you built up a

[48:27] good-looking site, you could totally

[48:29] just put freaking unclosed a tags at the

[48:32] end and get everything you want your you

[48:34] want your you want your pages indexed.

[48:35] You want your, you know, sec primary,

[48:38] secondary, tertiary backlinks indexed,

[48:40] just put them in there. So that's one

[48:42] way. Link building. Don't obsess. You

[48:44] don't need a link. Don't obsess over the

[48:48] ATA tag. I learned this years ago when I

[48:49] was at an e-commerce site. They did

[48:51] party supplies and costumes. We used to

[48:53] always get calls from journalists

[48:57] asking for me to do a little bit of a

[48:59] they'd asking for stuff, asking for

[49:01] quotes or whatever right around

[49:03] Halloween. And the first year I made the

[49:06] mistake and I asked for a link. And

[49:08] you'd have thought that the C-word and

[49:10] the N-word got together and had a baby

[49:12] with the way this person reacted to me

[49:14] asking for a link. They were outraged

[49:16] when I asked for a link. And I'm like,

[49:18] "All right, I can never say the word

[49:19] link to a journalist." So the next time

[49:22] I talk to the journal to a journalist, I

[49:24] said, "Hey, do you mind giving me a

[49:26] citation?"

[49:28] That's the word. Sometimes it'll be

[49:31] clickable. Sometime don't say clickable.

[49:33] Just say, "Do you mind giving me a

[49:34] citation?" And then what I learned to do

[49:37] is I say, "Hey, by the way, the company

[49:39] was called Costume Supercenter. They

[49:40] don't exist anymore." That's a whole fun

[49:42] story about what happened in the costume

[49:43] business. But anyways,

[49:46] what I asked him, I say, "Hey, our

[49:48] name's Costume Super Center." People are

[49:49] always messing up our name. When you

[49:51] site us, can you make sure you say, and

[49:54] I gave them the exact spelling and how

[49:55] we like, "Not a problem." And then

[49:57] they'll say, "You know what? I'll

[49:58] mention your URL, too." Oh, great. Thank

[50:00] you very much. I hadn't even thought of

[50:02] that. Again, dumbest slumps. Um,

[50:06] so ask for citations. Internal pages

[50:08] crawl budget. If you don't want a web

[50:09] page found, don't link to it with a tag.

[50:11] And you can't even put a text URL in

[50:13] there. Page sculpting reborn. There are

[50:17] still page rank. It still exists. It's

[50:19] still part of the algorithm. May even be

[50:21] deprecated a little bit, but it's still

[50:23] in there. If you want to sculpt, you can

[50:25] still sculpt. You just can't do the no

[50:27] follow, do follow trick that they people

[50:30] used years ago. If you want to sculpt,

[50:32] just don't link or link using a link

[50:35] that Google doesn't follow. And Bob's

[50:37] your uncle, we got sculpting back again.

[50:43] That's the takeaway. By the way, not go

[50:45] spam people's search.

[50:48] That's why again, I sat on this for a

[50:50] while because like I don't want to teach

[50:52] people

[50:54] spamming because just build good stuff

[50:56] like you know this that could go away

[50:58] tomorrow. you know, somebody at some

[51:00] company, Eventbrite, wherever you spam,

[51:02] could not could go to their Google rep

[51:04] just like I did and get your page just

[51:07] burned to the ground. And I check every

[51:09] like six to eight months, I'll check

[51:10] that site, see if it ever came back. It

[51:12] has yet to come back. It's been over two

[51:14] years, so that site's gone. The network

[51:16] is still out there, but that site's

[51:18] gone. So, you know, don't poke the bear.

[51:21] If you want to contact me, LinkedIn is

[51:23] actually one of the better ways of

[51:24] getting a hold of me. Um, I am on

[51:27] Discord. I am on teams. You just Google

[51:29] Charles Taylor SEO and you'll find like

[51:32] a million ways to reach out to me. Uh,

[51:33] but you got to put the SEO part in

[51:35] there. If you just Google Charles

[51:36] Taylor, it's a different Charles Taylor.

[51:37] He doesn't know nearly as much about SEO

[51:39] as I did and he's, you know, like a war

[51:41] criminal or something. So, I am on

[51:44] Facebook. You are welcome to find me on

[51:46] Facebook. It's just Charles Taylor. I

[51:47] think it's Charles H. Taylor or maybe

[51:49] Charles Taylor. I am on there. I'll be

[51:51] honest. I don't do Facebook much. So, if

[51:54] you reach out to me on Facebook, you'll

[51:55] learn the same thing that Marina look

[51:56] learned. you'll hear back from me like

[51:58] in two days because I only check like

[52:00] every now and again and the only reason

[52:02] I check is because of Jose's wife

[52:03] because she puts some funny up

[52:05] there and so I'll read her post and

[52:07] that's pretty much all I do and then I

[52:08] leave. Um so but yeah, if you can find

[52:12] me, reach out to me. You know, I like I

[52:15] like to steal ideas from other people

[52:17] and I think Joy had a really good de

[52:20] slap there where it showed I love her

[52:21] thing. I was going to make it last

[52:22] night, but Jose and I were out having

[52:25] burgers, so I came back late. I'm like,

[52:27] I'm tired of not making that slide. But

[52:29] yeah, I just talk to me. I'm easy to

[52:31] find, easy to talk to. You can contact

[52:33] me in two years and say, hey, you did

[52:35] this thing like, yeah, sure, whatever.

[52:37] Who you want to? Happy to talk to.




============================================================
SEO Rockstars 2026: Day 3 - Chris Walker
Video: https://www.youtube.com/watch?v=M7fYFxq-JSM
============================================================

[00:04] All right. So, I'm just going to go

[00:05] through it as quickly as I can because

[00:07] that's kind of how I talk. I told I talk

[00:08] too fast, but I'll do my best. Uh, first

[00:10] place SEO, what actually worked and how

[00:12] I beat dozens of top SEOs. But really,

[00:14] it's about how to win by thinking

[00:16] differently. Now, real quick, I got two

[00:18] introductions, so I'm going to skip

[00:19] through this fast. My name is Chris M.

[00:20] Walker. And the reason that I use the M

[00:22] in my middle name is because there's a

[00:23] legendary SEO that I cannot out compete

[00:25] for my name. That is 90s one hit wonder

[00:28] Chris Walker. So, no matter what I do,

[00:30] now I tell that joke every time I give

[00:32] this presentation, but I actually

[00:33] decided to message this guy and tell him

[00:35] that I use his name every time and he

[00:37] thought it was hilarious. So, actual

[00:39] Chris Walker is very, very cool. This is

[00:41] me. This is what I've done. Who cares?

[00:43] Uh, thinking differently. The tactics

[00:45] are are great and I have fun with some

[00:47] of the ones I'm going to share. That's

[00:48] really not the main point that I want to

[00:50] make for you today. There are two things

[00:51] that I want you to take away from this

[00:53] presentation. The first and the most

[00:55] important one is to think differently

[00:57] and be creative. I know that's

[00:58] technically two things, but it's like

[00:59] one thing. Like, I'm a pretty good SEO,

[01:02] but I'm not elite like a lot of the

[01:04] people in this room or a lot of the

[01:05] people that were competing in this

[01:06] competition that I'm going to talk about

[01:08] today. But what I am good at is figuring

[01:10] out what needs to be done to get where

[01:11] you need to go. I also don't like to not

[01:14] get my way. So, when I decided to enter

[01:17] this contest, I knew I'd have to do

[01:19] things differently, but we we're going

[01:21] to get to that real quick. Uh competing.

[01:23] I'm also not a very competitive person.

[01:25] I prefer to measure myself against

[01:27] myself rather than against other people,

[01:28] which is what you have to do when you

[01:29] compete. But I do believe if you're

[01:31] going to compete, you should do whatever

[01:33] it takes to win. So when I do compete at

[01:36] something, I go all out to win. Just ask

[01:39] this guy.

[01:41] Competing. At least somebody knew who

[01:43] that was. So the second thing I want you

[01:45] to take away from this is if you're

[01:47] going to compete and whatever you're

[01:48] doing in business or in life is somewhat

[01:49] of a competition, win. So, what we're

[01:53] going to talk about today is a contest

[01:54] that I entered back in October. It ran

[01:56] through November. It was in Adise SEO,

[01:58] which is Jackie Child's community, if

[02:00] you know who that is. Uh, this is kind

[02:02] of the competition. This these were the

[02:03] rules. I'll go through it real quick so

[02:04] you understand. But they would choose a

[02:07] target keyword and it was a nonsense

[02:08] keyword that was a word that didn't

[02:10] exist, which made me think about you uh

[02:12] when you were talking about it earlier.

[02:14] And the timeline was from October 15th

[02:16] of last year till December 15th of last

[02:19] year. It had to be a new domain. Like it

[02:21] couldn't be an expired domain or site or

[02:23] anything like that. Brand new, fresh

[02:25] domain, newly registered. They chose the

[02:27] keyword and the t the madeup keyword

[02:29] that they chose was flamico. At least

[02:32] that's how I think it's pronounced. It's

[02:33] not a real word. So, and the site that I

[02:35] used was flamico.io.

[02:38] Uh because everybody gobbled up the good

[02:40] tldds before I even got to it. And this

[02:42] is the site. As you can see, it is

[02:44] completely gibberish one-page website.

[02:47] Well, structured onepage website with

[02:48] the questions and stuff. Somebody

[02:50] actually pointed that out to me. But

[02:51] that's it. That's all I made on the

[02:53] site. So, let's talk about what I did

[02:55] differently. Remember I said I want you

[02:56] to remember to think differently. That's

[02:58] the real lesson that I want you to take

[02:59] away from this. The site simple onepage

[03:02] website, one image, one video. I created

[03:04] the content in Claude. It was completely

[03:06] made up gibberish. Uh, fun story about

[03:08] that. I have a Claude project that is

[03:10] designed to write content in my voice.

[03:12] So it kind of sounds like me. And I

[03:14] said, "I need you to make up a gibberish

[03:15] website for a brand new term lumberico."

[03:17] And Claude came back and was like,

[03:20] "Chris Walker would never make up that

[03:21] that kind of content. It's bullshit."

[03:24] Was like, and I was like, "I'm Chris

[03:26] Walker and I'm telling you to do it."

[03:27] He's like, "No, I'm sorry. I can't." So

[03:29] I had to go to a regular cloud chat to

[03:31] get it to make that up.

[03:34] And then I did some uh basic on page

[03:36] SEO, just keywording H1, 1% keyword

[03:39] density, old school [ __ ] Optimize. I

[03:41] was gonna say is it all right if I swear

[03:42] but then I remember Mike went for me

[03:44] then I did optimize the image and video

[03:46] for the term. So my theory was since

[03:49] this is a brand new keyword that Google

[03:50] doesn't understand yet or what it's

[03:52] about or who who it should show it for

[03:54] or show show it for my mission was to

[03:56] build the association with that term to

[03:58] my site as click quickly and as bluntly

[04:01] as possible. So that gave me a chance to

[04:03] think differently and be far more

[04:05] aggressive than I would be normally. So,

[04:08] for example, I did something really

[04:09] really elegant with the metatitle and

[04:11] metad description and I filled it with

[04:14] nothing but the keyword over and over

[04:15] and over again.

[04:17] It's that it's funny. That's like one

[04:19] one reason I did it is because it's

[04:20] funny. The other one is again I was

[04:21] trying to force Google to understand

[04:23] that this [ __ ] keyword was related

[04:25] to my site as opposed to all the other

[04:27] people. So, I was trying to like hit it

[04:28] with a hammer rather than whatever

[04:31] people that don't do things aggressively

[04:32] use. And so by hammering it with keyword

[04:35] spam, I was able to overcompensate and

[04:37] build that association between that

[04:39] keyword and my site while everyone else

[04:41] screwed around links and GMBBS and a

[04:43] bunch of other necess unnecessary stuff

[04:45] that you would do under normal

[04:46] circumstances. So like I said, thinking

[04:49] differently. I said I'm not the most

[04:51] skilled SEO in this competition. There

[04:52] was Jackie Child. There was Holly

[04:54] Starks. A bunch of other people whose

[04:55] names you would know. I can't think of

[04:57] them at the moment, but you get the

[04:58] point. They're they're much better at

[04:59] SEO than I am. So I had to think about

[05:01] what advantages I have over others so I

[05:04] could get the W as the kids probably no

[05:06] longer say. So I thought of three

[05:08] advantages that I have. The first one is

[05:10] I have a big Facebook following.

[05:14] I have a medium-sized YouTube channel.

[05:16] Nothing too special. And then I have

[05:18] legit which I leveraged as well and

[05:19] we'll talk about that. So the first

[05:21] thing I did was Facebook. Went to

[05:24] Facebook and I said do me this favor. Go

[05:26] and Google this term. Look for my site

[05:28] and no other site. read the entire page

[05:31] and then come back here and comment once

[05:33] you're done. That's it. So, what I was

[05:35] doing was using referral traffic. I was

[05:38] waiting for Mike's head to pop up then

[05:40] uh and having them go from Facebook to

[05:43] Google to my site back to Facebook. So,

[05:45] it's kind of following that entire

[05:46] journey of real real people searching

[05:49] for it. So, I did that. The next thing I

[05:51] did was I did a live stream uh where I

[05:55] talked about the site and I sent an

[05:56] email to the live stream to people told

[05:59] them to come to the live stream and on

[06:00] the live stream I told them to go to the

[06:02] site. So that sent them from email to

[06:05] YouTube to my site and back. So again

[06:08] that's taking them on an entire journey

[06:10] and showing that actual human beings are

[06:12] interested in this site.

[06:14] I also have the and some of you probably

[06:16] hate this [ __ ] but I have the ability

[06:18] to send an a message to everybody's

[06:20] inbox on legit. So,

[06:24] I sent about 300,000 of these to the

[06:28] YouTube video. So, it went from legit to

[06:29] the YouTube video to my site and back.

[06:32] So, again, I leveraged assets that I had

[06:34] that other people don't. Uh, I sent an

[06:37] email to about a quarter of our list,

[06:38] which is about 200,000

[06:41] and only got about 300 clicks, but still

[06:44] email to the site and back. Uh, we have

[06:48] a Slack group with about I don't know

[06:50] 300 so people again I asked them to go

[06:52] Google the site, read the whole thing

[06:54] and then come back. So it's from Slack

[06:56] to my site and back. So, I'm using human

[06:59] beings to drive traffic to my site and

[07:01] show Google that people actually give a

[07:02] [ __ ] about the site as opposed to all

[07:04] the other sites in the competition. So,

[07:06] theory, referral traffic gets rankings

[07:08] far faster than links. And normally,

[07:11] it's temporary, but this was only a

[07:13] two-month window. So, I could build this

[07:15] up quickly and get to number one faster

[07:16] and hopefully establish that I'm the

[07:18] site that people care about for this and

[07:20] never give up that number one spot. So,

[07:22] that was my theory on referral traffic

[07:24] by jumping out to a quick. Another

[07:26] theory I had was demoralizing everybody

[07:28] else from the competition. So by jumping

[07:31] jumping out to number one really quick,

[07:33] I wanted everyone to lose interest for

[07:35] the rest of the contest and stop trying

[07:37] [ __ ] So that way I'm number one and

[07:39] they just give up. That seemed to work.

[07:41] So referral traffic from actual human

[07:43] beings. Remember those? Uh Facebook X,

[07:46] LinkedIn, YouTube, email legit. We also

[07:48] did push and browser notifications, but

[07:50] I didn't have a way to really show

[07:51] those.

[07:54] that worked well and I wanted more, but

[07:56] I didn't know how to do any of that

[07:57] myself because like I said, I'm not that

[07:59] great of an SEO. Most of the stuff you

[08:01] guys talked about, I don't know how to

[08:02] do any of that [ __ ] So, what I did was

[08:04] I hired somebody else to do it for me.

[08:06] And I got this guy, his username is

[08:08] Ideal Mike. I won't mention what site

[08:10] it's on so Mike doesn't come up here and

[08:11] yell at me for pitching, but

[08:15] I had him make a post on Reddit that

[08:17] would build would send over to the site

[08:18] and some referral traffic. He has this

[08:20] uh CT a couple of CTR CTR services that

[08:24] I use. He has a uh Is it still on?

[08:28] Okay, just not get so close. Okay. Uh he

[08:31] has a couple of social media things

[08:32] where he'll send like to a big Facebook

[08:34] group again driving people from Facebook

[08:36] to the site and back and he has a couple

[08:38] other services like that. So I used him

[08:40] to drive a bunch more referral traffic

[08:42] and CTR traffic to the site to keep it

[08:44] there. But I also did some clever [ __ ]

[08:46] I did some search box optimization which

[08:48] is where if you search something and it

[08:49] like suggests what you should click in

[08:50] the search box. What I did was I

[08:52] optimized it for when somebody tried to

[08:55] search that term they would come over

[08:56] and then see mine. So what I did I

[08:59] leveraged my competitors to give me CTR

[09:02] because I know that we're a bunch of

[09:03] arrogant [ __ ] who are going to

[09:04] go search our own rankings. So when they

[09:06] search their own rankings they would see

[09:07] mine and be like what is he up to and

[09:09] click that and become my own my

[09:11] competition became my own CTR. So I le

[09:13] so I thought differently and I leveraged

[09:15] my competitors to help me win. So

[09:18] referral traffic that worked really

[09:20] well, but I wasn't done yet. By far the

[09:22] biggest difference maker I did was

[09:23] chrome signal manipulation. When when I

[09:26] say I did it, I mean I got somebody else

[09:28] to do it. But this is a service and I

[09:30] don't 100% know how it works, but I know

[09:32] that it involves having people having

[09:34] some kind of bot go to Chrome and then

[09:36] go to social media and then send it out.

[09:38] This worked really well. This jumped me

[09:40] from like page three to number one. and

[09:41] I'm convinced that this is what got me

[09:43] to number one better than anything else

[09:44] and is the main reason I want if I had

[09:46] to point to one thing it would be that.

[09:48] So referral traffic in my opinion is the

[09:51] most powerful SEO tactic right now but

[09:53] that's not all I did.

[09:56] Backlinks uh referral traffic like I

[09:59] said the biggest thing but we also had

[10:01] to do some backlinks. Uh most other

[10:03] people in the competition focused on

[10:04] backlinks like their entire strategy. It

[10:07] wasn't a major part of my strategy, but

[10:09] I did do some backlinking and some of it

[10:11] was conventional and some of it was less

[10:13] so, which we'll get to in a minute. Uh,

[10:15] I bought like 20 niche edits. Uh, as far

[10:17] as the anchor text, conventional wisdom

[10:19] is to be cautious, use branded, generic,

[10:21] URL, all the stuff that we all think

[10:23] we're supposed to do. I went the other

[10:24] direction and did 20 of them with exact

[10:27] match anchor text because again, I'm

[10:29] trying to force that association between

[10:31] that Google and my site for that term.

[10:33] So continuing the theory of building

[10:35] that association, that's why I did

[10:37] nothing but exact matched anchors. Uh

[10:39] next, I wanted to force Google to again

[10:41] to assocate my site with that keyword.

[10:43] So I did some I don't even know what to

[10:44] call them, but like authority type

[10:47] things, uh parasites, whatever you want

[10:48] to call them, entity stuff. So some web

[10:50] 2.0, some social media profiles, all

[10:53] optimized or direct or exact matched

[10:55] anchors to the uh the main term. Uh, I

[10:57] did some Reddit guest posts, uh, which

[11:00] actually will generate a little bit of

[11:01] referral traffic on its own because this

[11:03] guy owns like a bunch of subreddits and

[11:05] he'll make a post and it'll drive some

[11:06] traffic over to your site. Uh, wiki

[11:08] pages, another wiki link, a link from

[11:11] GitHub, which unfortunately doesn't work

[11:12] anymore, but that was a really good one.

[11:15] Uh, some other guest post, social media

[11:17] post. So, basically, all I'm doing is

[11:19] trying to establish from these high

[11:20] trusted sites some links over to my site

[11:22] to again force that association between

[11:24] that term and my site. uh medium and so

[11:27] on. So, a variety of high authority,

[11:29] parasite, web 2.0, social, whatever the

[11:31] hell you want to call it, linking to

[11:33] naturally build trust, entity, and

[11:35] possibly some more referral traffic.

[11:36] There's one more type of link I did

[11:38] though, and these were web 3.0 NFT

[11:42] virtual world links. So, again, I have

[11:45] no clue how to do this. I'm probably

[11:46] even going to label them wrong in the

[11:48] slides that come up, come slides that

[11:49] come up, but thank you to Matt for uh

[11:51] taking care of those for me out of

[11:53] nowhere. Wasn't expecting that. What I

[11:55] will say, here's one of them. It's Lucha

[11:57] Libé guy. You can see he linked it over

[11:59] to my site there. I don't even know what

[12:02] this is, but it's some sort of page that

[12:04] he tells me is good. Uh,

[12:07] this one is a virtual world uh one, and

[12:09] you can kind of see that. You know

[12:10] what's funny is where I live is like

[12:12] right there. So, that's why he chose

[12:15] that location. Nobody come visit me. I

[12:17] don't like people. Um,

[12:20] and there's another one. Again, I don't

[12:21] know if this is NFT or whatever. go talk

[12:23] to Matt about this afterwards.

[12:24] Hopefully, he has some way for you to

[12:26] give him money for this. Now, uh this

[12:28] one is some sort of map thing. And

[12:30] again, linking to my site from the

[12:33] virtual I don't know what the hell this

[12:34] is, but a virtual world map. But what I

[12:37] will tell you is if the you're wondering

[12:39] if that worked before adding these, I

[12:42] dropped in and out of number one. After

[12:44] I added these, I got I was at number one

[12:46] and I never left again. So, you know,

[12:48] correlation, a causation, I don't know.

[12:50] But I never dropped it out at number one

[12:52] ever again, including to today uh after

[12:54] I built or I after I had Mel Matt build

[12:57] those links for me. So check check those

[12:59] out if you were here for his

[13:00] presentation two days ago. It was great.

[13:03] The competitors. So I said that I wasn't

[13:06] the only person in this competition that

[13:07] got creative because you know I want to

[13:09] give credit where credit's due. The

[13:10] first one is Luke Fanders whose partner

[13:12] is here today. He wasn't even in the

[13:14] competition. I messaged him about like

[13:16] what the [ __ ] are you doing? You aren't

[13:17] even like competing in this thing. He's

[13:18] like, I'm just doing it for the glory.

[13:22] And so what he did, he created a fake

[13:24] band called Lightning fastico. And he

[13:28] actually created a whole like a whole

[13:29] band and a whole band persona around it.

[13:32] And he created some YouTube videos that

[13:33] still ranked for it. Uh, and for a long

[13:36] time he was, it's pardon. He was like

[13:40] number we were SW he was like number two

[13:42] for a long time and I guess they got

[13:43] busy and like focused on other things.

[13:45] But I thought that was incredibly

[13:46] creative, a unique way to come at it,

[13:48] thinking differently, which again is

[13:50] kind of the point. The other competitor

[13:52] was Tyler Rogers. He's not here, but

[13:54] he's a member of the community. Colton's

[13:56] here. He knows who I'm talking about.

[13:58] And uh Tyler was the only person that

[14:00] really gave me any consistent

[14:02] competition throughout this. And the way

[14:03] he went about it was way more creative

[14:05] than I was. He actually created a whole

[14:08] person, like a whole persona of a guy

[14:11] named Tim Flabberico, who was the

[14:13] founder and CEO

[14:15] Yeah, exactly. Of some uh I don't know

[14:17] agency thing type thing. And like he

[14:21] created the whole thing like LinkedIn

[14:22] pages, profiles, press releases, all of

[14:25] it. And it worked for a long time until

[14:27] I got Matt's links. We were exchanging

[14:29] first place for a good long time. And

[14:32] then toward the end of the contest, he

[14:34] started getting even more creative and

[14:36] he killed Tim Bombber.

[14:41] So he actually did a press release

[14:47] Lober announces passing his founder Tim

[14:50] Lumber in a water polo accident

[14:57] and it actually caught on like people

[14:59] literally on Reddit were literally

[15:00] talking about this like this was some

[15:02] scam post that this is a fake site and

[15:04] somebody was like yeah this company

[15:06] kicks off with a vague mission the weak

[15:07] founder sells out and dies all this

[15:09] information I see what they did there

[15:11] somebody like this got that much

[15:12] attention And I so I was like challenge

[15:15] accepted. So what I did was to leverage

[15:19] that uh to neutralize the momentum he

[15:21] was building because this was starting

[15:22] to work. I made a memorial video on

[15:24] YouTube and Facebook

[15:27] where I literally went in and like said

[15:30] passes away before taking over from.io

[15:34] and linking out to my site again. And

[15:37] like it did pretty well. it got like uh

[15:39] where is it like 1,200 views and that

[15:41] neutralized that threat. So I took away

[15:44] the advantage away and you can see like

[15:46] even now that video ranks number one for

[15:49] that term like even above my site and I

[15:50] have all three of those by the way. It's

[15:52] not relevant but I just wanted to flex

[15:54] and so basically Tyler [ __ ] around and

[15:56] found out

[15:57] what happened what happens when you try

[15:59] to get creative with me. So the results

[16:03] were this is uh the Slack channel for

[16:05] the the group that was hosting it and

[16:06] this is on December 15th. He announces

[16:08] the winner. I handled it humbly by

[16:11] saying that the champ is here.

[16:15] Yeah. So that was that. And you can see

[16:17] I came in first, but I also came in

[16:18] ninth because you were allowed to have

[16:19] up to three sites. So I also came in

[16:21] ninth for a site that I didn't even

[16:22] really try on. And again, still at

[16:25] number one. This is from like two days

[16:26] ago. I have number one organic and I

[16:28] have all three of the images. So this

[16:31] work and like I said the lesson I don't

[16:34] want you to necessarily take away the

[16:35] strategies because a lot of that you

[16:36] wouldn't really be able to apply in most

[16:38] of what you're doing. What I want you to

[16:40] take away from this is it isn't

[16:41] necessarily what I did but more how I

[16:43] pushed myself to think differently. Uh

[16:46] referral traffic was an absolute game

[16:48] changer. It I never would have figured

[16:50] that out without looking at this

[16:51] differently. If I just handled this like

[16:53] I do any other client or any other site

[16:54] or any other thing that I do. It

[16:56] wouldn't have worked. Force the

[16:57] association. Again, I would never have

[16:59] been that aggressive with like a client

[17:00] site or an affiliate site or anything

[17:02] like that. So, if I played it the way I

[17:05] normally would, I probably wouldn't have

[17:06] won uh backs. If I'd been conservative

[17:09] with it with the anchor text or if I

[17:11] hadn't tried Matt's links on it because

[17:12] I would have been too afraid because

[17:13] it's a client site or whatever, I don't

[17:15] think this would have won because

[17:16] everybody else was doing the same [ __ ]

[17:18] Uh, you know, parasites, press releases,

[17:19] whatever. I did some different stuff and

[17:21] I think that's why I was able to beat

[17:23] them out. You know, it's hard to say for

[17:25] sure, but the evidence seems to point to

[17:27] that, right? So think differently, be

[17:30] creative. Most of these people stuck to

[17:32] bread and butter SEO, links, perfect on

[17:34] page, all the stuff that we all do that

[17:36] we think is right and usually is. That's

[17:38] great, but sometimes you have to think

[17:39] outside the box to get the W. So think

[17:42] about what advantages and assets you

[17:44] have and try different things. Don't

[17:46] listen to people whose only goal is to

[17:47] [ __ ] on any technique that they don't

[17:49] use or they don't like. I'm sure that

[17:50] everybody in this room just thought of

[17:52] somebody in particular when I said that.

[17:54] It's okay to think outside the box. And

[17:57] when you have competitors, like we all

[17:59] do in one way or another, it is okay to

[18:01] think big. Uh do whatever you have to do

[18:04] to succeed. Use all your assets, use all

[18:06] your resources, use all of your network.

[18:08] Like you said, use your network, use

[18:10] everything you have, and don't be afraid

[18:11] to try new stuff because if you're going

[18:12] to compete in SEO or in anything else,

[18:15] you should do whatever it takes to win.

[18:18] So that's it. Thank you.

[18:24] And I put together a guide with like all

[18:26] the steps and all the stuff that I use

[18:28] if you want to access that. Hopefully

[18:29] that doesn't get me banned for pitching,

[18:32] but

[18:34] I know I'm just at least I thought it

[18:36] was.

[18:38] And then uh everybody got that? Okay.

[18:40] Okay.

[18:42] There's that'll actually legit. It'll

[18:44] take you there and like it's just a step

[18:46] by-step kind of thing. And then if you

[18:47] want to connect with me, you can do that

[18:48] there. So, I think I know almost

[18:50] everybody in this room already, but

[18:53] and that's it. If there's any questions

[18:56] back,

[19:03] thank you.

[19:06] Nope. No

[19:07] questions. Anyone questions?

[19:18] Great presentation. funny as [ __ ] Thank

[19:19] you very much.

[19:21] Okay, all these people that were going

[19:22] up against you, were you guys talking

[19:24] and were you out doing it or were you

[19:26] just seeing what each other did by going

[19:29] online? Like were you in the same slack

[19:31] saying well I did this and I did that.

[19:33] So the question was was everybody in the

[19:35] competition doing able to communicate on

[19:37] what they were doing what they weren't

[19:39] we are all in the same slack group. A

[19:40] few people would say I did this and did

[19:42] that. But it was also there was a list.

[19:44] I don't I can't go back to it, but it

[19:46] showed who was in what place. So you

[19:48] kind of knew who was doing what, but

[19:49] nobody really said this is what I'm

[19:50] doing and then it worked. I did when I

[19:52] did a couple of like the clever things,

[19:53] but for the most part, you kind of

[19:55] figured it out. Nobody said this is what

[19:56] I did, you know? So you kind of had to

[19:58] like just like we have to do regularly,

[20:00] right?

[20:00] Did you win a prize?

[20:01] I did. I won $1,000 which I gave to

[20:05] and I won a year subscription to that

[20:07] community.

[20:08] Wow. Thank you.

[20:11] more way more than the question was how

[20:12] much did it cost with those purchases

[20:14] and it was way more than I so but again

[20:17] it was this honestly this right here is

[20:19] the value I really got just being able

[20:21] to talk about it

[20:41] So, the Chrome referral traffic you

[20:43] mentioned, I think there was like a

[20:45] Fiverr

[20:46] supplier you used or something in the

[20:48] screenshot, but was that was that legit?

[20:51] I don't know. I can't I can't see back

[20:52] here. So, so, so with with that one, can

[20:56] you explain that a little bit of what

[20:56] the difference is with the other

[20:58] referral traffic and that one?

[20:59] I'm gonna be Oh, the question was, what

[21:00] was the Chrome signal manipulation

[21:02] service? I'm going to be completely

[21:03] transparent. I don't 100% understand how

[21:05] it works, but what I do know is that he

[21:07] somehow sends people into like a Google

[21:09] Chrome browser which sends the signal

[21:11] and he sends people from there to social

[21:13] media over to the site. So it has it

[21:16] being in Chrome I think is the key to

[21:17] being that could be wrong. I don't know

[21:19] but that's my understanding.

[21:24] else,

[21:33] man. I love it. All these creative ways

[21:35] of of getting stuff done. Like you say,

[21:38] don't take it literally, but use that to

[21:40] inspire yourself to think outside of the

[21:42] box. And you thought way outside of the

[21:45] box.

[21:46] out of some of those the the gigs that

[21:49] you use on that platform which isn't

[21:51] Fiverr, would you use any of those for a

[21:56] a client let's say plumbing or know just

[21:59] regular local businesses or any

[22:01] business?

[22:01] Yeah. So the question was do I use any

[22:03] of the services that I showed in this on

[22:05] regular ones? And the answer is yes. A

[22:07] lot of those like web 2.0 social

[22:09] profiles they're like a standard part of

[22:10] like my my SOP. I have used the Chrome

[22:13] signal thing, but only when like I need

[22:16] like a really like I'm like stuck like

[22:18] page two or something. That will usually

[22:19] get me the rest of the way there. Uh the

[22:22] rest of those the traffic ones a little

[22:23] bit here and there. I don't have like I

[22:26] don't do enough sites to where it's

[22:27] really necessary most of the time, but

[22:29] there's nothing wrong with it. I have

[22:30] used it before.

[22:33] Yeah. Yeah. All that's linked in that

[22:35] thing that I uh in that last QR code.

[22:45] that

[22:52] that's why I let you.

[22:54] Oh, thank you whoever said that.

[22:59] Fiber guy said that.

[23:03] Is that all or

[23:12] on your SOP. I if I missed I just opened

[23:14] it up. I didn't read it. When you got

[23:16] the endorsement post from the the third

[23:18] party Reddit that he did on on that

[23:20] case, did let's assume it's called that

[23:22] a tier one backlink and the way we

[23:24] talked about it back to flico.io,

[23:27] did you spend any time tier twoing

[23:28] building links to what he posted on a

[23:30] Reddit that with a long post URL or

[23:31] anything like that?

[23:32] So the question was, did I do any beyond

[23:34] tier one or tier two? I was set up. But

[23:36] the answer is no because I figured there

[23:38] wasn't enough time for it to like with

[23:40] the two-month window for it to like pass

[23:41] that trust on. So no, I didn't.

[23:43] Everything was directly to the site,

[23:44] which is again not something I would

[23:46] normally do, but this a short time

[23:48] window, so I had to be more aggressive.

[23:54] Curiosity question. You kept like

[23:56] releasing videos. Oh, sorry. You kept

[23:59] like releasing videos like it's going to

[24:00] premiere, but they never premiered.

[24:04] I I don't I don't

[24:04] No. Like so and when you go search bar

[24:07] and everything and you scroll down, you

[24:08] have a video waiting to premiere and it

[24:10] would like say in 24 hours and it reset

[24:13] in 24 hours. Like what the hell is he

[24:14] doing?

[24:15] I don't know what you're talking about.

[24:16] I'm sorry. The question was uh you had a

[24:19] bunch of videos to like waiting to

[24:21] premiere on YouTube and then they never

[24:22] premiered. I I didn't know that I did.

[24:29] Oh,

[24:31] it should have. Uh if you look on like

[24:32] my my YouTube on like ice cream. It

[24:35] might be there. If not, maybe I just,

[24:37] you know, I think, you know, I think

[24:37] what happened there was one day.

[24:39] Yeah, I think there was one day when I

[24:41] was gonna do one and then something came

[24:42] up and I couldn't do it.

[24:45] That's called poking, right? That's

[24:46] called Hey, that's called you. Hi. So,

[24:48] let Nester explain actually

[24:55] [ __ ] tired of talking already. But

[24:57] YouTube poking if you set up a stream,

[24:58] right? a live a live event

[25:01] and set up the thumbnail with the

[25:03] keyword and everything. If it's a type

[25:05] of keyword that's easy enough, the

[25:07] thumbnail will show in the SERs right on

[25:09] page one without you ever releasing the

[25:11] video. So you can schedule it out like a

[25:14] year away. Now, huh?

[25:17] Yeah, I remember that super old poking.

[25:19] It was crazy, bro. Especially when you

[25:21] used to remember you used to get the big

[25:22] old thumbnail on the whole top and [ __ ]

[25:24] used to be crazy. That [ __ ] still works

[25:26] here and there, but noncompetitive like

[25:28] that, right? Perfect [ __ ] play. And

[25:30] Chris, next time, right, you can

[25:32] actually schedule those out and keep

[25:34] Yeah.

[25:35] taking up multiple spots on page one.

[25:37] Yeah. It wouldn't have counted though.

[25:38] It was only the sites.

[25:40] Oh, okay.

[25:53] Simon are here.

[25:57] Okay.

[25:59] Did you do press releases? I didn't

[26:01] notice there.

[26:02] Uh, you could do them. I didn't do any.

[26:04] I figured that it just

[26:05] it doesn't push enough trust or

[26:06] authority or whatever, but you could. A

[26:08] couple few people did.

[26:09] It's too vanilla.

[26:10] Yeah. She said there's some online

[26:12] questions.

[26:16] Okay.

[26:17] question, how much did the other

[26:19] referral traffic rankings before the

[26:22] signals?

[26:23] Uh, the question was, how much did other

[26:25] referral traffic uh affect ranking

[26:27] before the Chrome signal? Before I did

[26:29] that, I was on like page two or three

[26:30] like it would flip flop around a lot

[26:32] because there was so many people doing

[26:33] things. Well, once I did that, I got to

[26:35] page one and I stayed there and I was on

[26:36] I was at number one most of the

[26:38] competition.

[26:39] And then the next question is from

[26:40] Peter. Have you tested

[26:43] web readings on different

[26:48] Uh, the question was, have I tried

[26:50] Matt's web free links on any other

[26:51] project? No other links. And not yet is

[26:54] the answer. So, we will try that soon

[26:58] as soon as he lists a service like I've

[27:00] been telling you.

[27:03] No, I He's going to because I've been

[27:05] yelling at him a lot.

[27:10] Okay, let's give one more hand. Awesome.




============================================================
SEO Rockstars 2026: Day 3 - Craig Campbell
Video: https://www.youtube.com/watch?v=cCp1P3FV0iM
============================================================

[00:04] Hello everyone. It's Craig Campbell

[00:06] here. Apologies I'm not there in person,

[00:09] but thankfully I've been allowed to do

[00:12] my presentation via video. Um, but yeah,

[00:16] it's nothing to do with the fact that

[00:17] I'm baldy just now and had a hair

[00:19] transplant and I'm hiding it with this

[00:20] hat just in case anyone's wondering why

[00:23] the hell I'm sat with a hat on. Um, but

[00:25] no, in all seriousness, I had a friend

[00:28] who passed away recently and uh I wanted

[00:32] to attend the funeral. So,

[00:34] unfortunately, I'm unable to make rock

[00:36] stars, but um I want to obviously try

[00:39] and add some value to you guys. So,

[00:42] let's get into the presentation. So, for

[00:45] anyone who doesn't know me, my name's

[00:47] Craig. I am based in Glasgow. Started

[00:51] out as a freelancer locally. I went on

[00:53] to build up my own agency. Um, and I

[00:57] lasted about 10 years doing that. 15

[00:59] years, sorry. Um, and then I flipped

[01:02] over um, because I hated doing client

[01:04] work. Flipped over to doing affiliate

[01:06] marketing, do a lot of consultancy and I

[01:10] do a bit of YouTube and acting on the

[01:13] side as well, which I'm sure you have

[01:14] heard in the past at previous

[01:16] presentations. Um but I've spoken at

[01:19] many conferences

[01:20] um over the years [clears throat] and if

[01:24] you guys ever want to reach out you can

[01:26] use this um

[01:29] here if you want to take a a screenshot

[01:32] and you will be able to get in contact

[01:34] with me using one of the various

[01:36] platforms that I'm on. But I'm going to

[01:40] talk about some black hat SEO techniques

[01:42] that still make money in 2026.

[01:46] Now,

[01:48] obviously, a lot of the old gimmicks and

[01:50] stuff have kind of [clears throat] died

[01:53] over the years, uh, and no longer are

[01:56] effective, but I want to talk about some

[01:58] things that do make money, and

[02:01] I want to show some stuff in the eye

[02:03] gaming niche, uh, which is, uh, one of

[02:05] the niches that I operate in, which is

[02:08] ultra competitive, um, in most

[02:11] countries, and want to show you guys a

[02:14] bit about what's working in those

[02:16] spaces. So

[02:19] I do a lot of work uh between the US and

[02:22] of course uh Southeast Asia and a lot of

[02:25] people say well why Southeast Asia? Now,

[02:28] Southeast Asia,

[02:30] gambling is illegal, but people still

[02:33] want to gamble. And I want to show you

[02:36] examples of how we're able to get

[02:39] websites like this

[02:41] and getting that kind of growth very

[02:43] very quickly. Because in the eye gaming

[02:46] niche very different probably to uh a

[02:49] lot of the niches that you guys are

[02:50] operating in, you know, both locally,

[02:52] nationally, and internationally. The eye

[02:54] gaming niche is a little bit more of a

[02:57] dog eat dog niche where you get away

[03:00] with a lot more.

[03:02] Now multiple examples of websites uh

[03:06] from Vietnam who are getting these kind

[03:09] of levels of growth and it's very simple

[03:12] and very easy to deploy. Now you'll be

[03:16] able to see here you do get growth, it

[03:18] does stagnate, then you get growth

[03:20] again, then it stagnates and so on and

[03:21] so forth. But that can happen whether

[03:23] it's India, whether it's uh Vietnam or

[03:27] of course whether it's in America and

[03:30] it's it's it's all the same kind of

[03:32] thing. Uh and again here is the

[03:35] Brazilian market. So just showing you a

[03:37] variety of different markets out there

[03:39] and of course the US market. Now the

[03:42] volume is not the same in this example

[03:44] but the method is the same um

[03:47] regardless. Now using

[03:52] uh domain name us.com

[03:55] is what we've been doing in those

[03:57] niches. Now a us.com you can literally

[04:01] go to the website us.com and buy a

[04:04] domain name for 15 bucks. Now these

[04:08] these uh domain names can be acquired

[04:10] through namecheep and various other uh

[04:14] domain companies. Now these websites now

[04:18] you can go to ahref for example and you

[04:21] can go in and put us.com

[04:24] scroll down to the top performing pages

[04:26] and you will see that there's i gaming

[04:30] porn websites and everything else that

[04:33] are levering leveraging the us.com

[04:37] power. You know you're basically you're

[04:39] effectively buying a subdomain on

[04:41] us.com. Now, if we go through this list

[04:43] here, you'll be able to see the search

[04:46] volume in some of this stuff is insane.

[04:49] And you'll be able to see the top one

[04:51] there. For example, bard US.com.

[04:56] And there's a variety of other ones

[04:58] throughout that list as well. And you'll

[05:00] be able to see that these guys are able

[05:02] to get serious amounts of traffic for a

[05:07] low amount of keywords that are really

[05:09] competitive. Now, it's like parasite

[05:13] SEO. Everyone's been using parasite SEO

[05:15] and it still works to this day if you

[05:18] want to rank well, leveraging the power

[05:20] of the parasite. Now,

[05:24] the what what I've been doing with this

[05:27] is obviously buying US.coms or UK.coms

[05:31] or even some of the other European TLDs

[05:34] you can also buy. Now what happens is

[05:38] that you get your website, you get it

[05:41] online, you put up your content and of

[05:44] course you will start to rank for a

[05:47] whole bunch of keywords. Now on top of

[05:49] that um what I also do um is build links

[05:56] to those pages. Now a lot of people say

[05:58] well what are you using? Is it the the

[06:01] usual uh money robot stuff and all this

[06:05] kind of stuff? The answer is no. Uh I'm

[06:08] looking for relatively spamfree

[06:13] links that are cost effective. So you've

[06:15] got websites out there like insert.link

[06:19] and you can go into insert.link link and

[06:21] you can buy guest posts, you can buy uh

[06:24] link inserts or whatever you guys call

[06:26] them, niche edits over there and they're

[06:29] relatively cost effective and spamfree.

[06:33] Um, and that's what I'm always looking

[06:35] for. Now, you can see the prices on some

[06:38] of these here are uh I would consider

[06:42] them to be cheap. Um, but of course it's

[06:47] up to you what you you want to do. I am

[06:50] using these to power these up. These

[06:52] domain names are highly relevant. They

[06:56] are powerful, but yes, they're not five

[06:58] bucks a pop. Now, you can of course go

[07:00] and try the same method using the5 links

[07:02] and and whatever else. They don't quite

[07:05] carry the same power and a lot of those

[07:06] links don't get indexed. So, if you do

[07:09] want to get the same level of growth

[07:12] and yes, it's the eye gaming niche and

[07:14] the keywords are more competitive, I do

[07:17] have to go in with slightly more

[07:19] expensive links. Now, I'm not suggesting

[07:22] that you guys have to go in and use that

[07:25] exact formula. Uh, you may in the niches

[07:29] that you operate in be able to do less.

[07:32] And I think Ted Kabitis uh was was one

[07:35] of the the guys that said this a few

[07:37] years ago at a conference. It's doing

[07:40] the least amount of work for the best

[07:42] possible results or spending the least

[07:44] amount of money to get the best results.

[07:47] So I'm not uh saying you have to go and

[07:49] buy expensive links, but this is part of

[07:51] the strategy that that I'm deploying.

[07:54] Now,

[07:55] of course, you can go on here and you

[07:58] can buy a whole bunch of links there.

[08:00] And you'll be able to see I've spent um

[08:03] about $17 $1,800

[08:06] um on those links there. And that is

[08:11] something obviously that that I'm

[08:12] deploying. Now, I'm going to skip past

[08:15] Olivia Brown. That is F Kazone's um

[08:20] AI outreach. Now, yes, I do utilize this

[08:24] tool. Um, and you can go away and do

[08:28] some PR and whatever else if you want to

[08:30] as well, or go and get niche edits or

[08:34] whatever you want. Um, now obviously

[08:37] Olivia Brown is a great tool to go and

[08:41] get those quality links if you want to

[08:43] add that to your mix. And yes, I do it

[08:45] again for the casino space and try and

[08:48] get some form of natural high quality

[08:51] links and and I think Olivia Brown um is

[08:55] is great for that as well. And it does a

[08:58] lot of this stuff using AI. Um and it

[09:03] finds journalists for you. You can

[09:06] automate the outreach and you can pitch

[09:08] to those people um using Olivia Brown,

[09:11] which is a great tool. Um, but again,

[09:14] I'm not suggesting that you have to do

[09:16] it, but that's just another part of the

[09:19] mix there. And of course, on top of

[09:21] that, as Big Molino says,

[09:26] [ __ ] viral traffic, whether you're in

[09:29] the the local SEO space or or whatever,

[09:32] you know, viral traffic still works. And

[09:34] viral traffic is something I am also

[09:37] sending to those casino websites as well

[09:40] because whether you're doing it in a

[09:42] local level, whether you're in the

[09:43] casino space, viral traffic does move

[09:46] the needle. Um, so viral traffic is

[09:49] another important part of that mix. Now,

[09:52] a lot of people say, well, big wow,

[09:53] Craig, you know, we all know that. Where

[09:55] are you getting your viral traffic from?

[09:57] Now, we all know that CTR is getting

[10:00] harder and harder to get because you

[10:03] need to be logged in to aged personas

[10:06] and, you know, you need proxies and

[10:09] tools and everything else to, you know,

[10:11] and even you know, the guys that are

[10:13] doing local stuff, they're having to

[10:15] spoof locations and and all sorts of

[10:17] crazy stuff. So, it's getting harder.

[10:19] But, Signal Boy H is a place where you

[10:22] can get viral traffic. um that that is

[10:26] Leo um and James Douly's um tool. Now

[10:32] there are also other people in the

[10:35] casino space who do sell viral traffic

[10:38] and this is more of a warning rather

[10:40] than something to buy. Um now viral

[10:43] traffic is viral traffic and and at a

[10:46] point in time that worked very very

[10:48] well. Obviously, Google Google's getting

[10:51] more sophisticated with things uh and

[10:54] can certainly see a lot more than they

[10:57] maybe used to or or or take into account

[10:59] a lot more than they used to. Now, a lot

[11:01] of guys out there selling viral traffic

[11:03] are actually selling you propeller ads.

[11:06] Now, if you don't know what that is, if

[11:08] you ever go onto a porn website and then

[11:11] you you click on something and it takes

[11:13] you to another website, then Propeller

[11:16] Ads H is exactly what that is. Now, so

[11:20] obviously a lot of garbage traffic, not

[11:24] relevant to your niche, and people will

[11:26] bounce off your website straight away,

[11:27] but it used to give that viral impact.

[11:30] So, be careful what you're buying. I'm

[11:32] not uh advocating using propeller ads. I

[11:35] am telling you to be very careful that a

[11:37] lot of viral traffic sellers are selling

[11:39] this garbage. And that is something you

[11:42] need to be careful of um as well or pop

[11:45] cache uh ads and all that kind of stuff.

[11:48] It's all the same kind of thing and

[11:50] [snorts] you want to make sure that

[11:53] you're not utilizing that. Now, websites

[11:57] that I've got in the US and stuff like

[11:59] that, you'll be able to see I was able

[12:01] to get some decent growth uh from March

[12:04] right up until uh now and you'll be able

[12:09] to see the the backlink profile and the

[12:13] DR is very very high. Um,

[12:18] obviously leveraging age domains and

[12:19] everything is something you can do as

[12:21] well, but you'll be able to see there's

[12:23] a lot of backlinks being pointed at the

[12:25] website and of course uh good content

[12:28] strategy. Now,

[12:31] I am a big fan of using the us.com. It

[12:35] still works, but you can still do the

[12:39] same thing using age domains, which

[12:42] still works very very well. Um now a lot

[12:45] of people make the mistake of

[12:49] not understanding the difference between

[12:51] an expired and an age domain. An age

[12:54] domain does not expire and and for me

[12:58] carries a lot more power. But of course

[13:01] you need to check that some other person

[13:03] uh hasn't taken advantage of that and

[13:05] abused the website.

[13:07] You're trying to get an age domain that

[13:10] hasn't dropped that's not been abused by

[13:12] some other SEO. um those work very very

[13:15] well. Now, it's all right going and

[13:18] building those links and everything

[13:19] else. Now, the content's the pain in the

[13:22] ass to get going, as I'm sure we all

[13:25] know, and I'm going to talk you through

[13:28] my AI writing process that works for me

[13:31] because I've got to when I'm in the

[13:33] casino space, I've got to hit it with

[13:35] quite a lot of volume. Um, now

[13:39] one of my friends, Victoria Olsena,

[13:43] um, and and by the way, you guys can

[13:45] actually buy this from her if you go,

[13:48] uh, to her website, which is, uh, just

[13:52] just Google Victoria Osina and you'll

[13:54] see her Argentinian, but she's based in

[13:56] the UK, and she's very, very clever with

[14:00] custom GPTs and feeding the LLM and all

[14:04] of that stuff. Now,

[14:06] she gives you the instructions. You can

[14:08] go and buy this for $99. Um, so she'll

[14:11] tell you how to go and create your own

[14:15] marketer GPT

[14:17] and she will show you how to build the

[14:21] knowledge base and everything,

[14:22] everything else that you need to build

[14:25] in order for the custom GPT to write for

[14:27] you. So, I'm going to scroll through

[14:29] this because I don't want to bore you to

[14:31] tears with all of this information, but

[14:34] it does plug into Neuron Writer, uh,

[14:37] which is very similar to Surfer where it

[14:40] will score your content and and, you

[14:42] know, do all of the kind of other stuff

[14:44] that you want it to be doing. So, the

[14:47] custom GPT is plugged in to Neuron

[14:50] Writer's API, which is [ __ ] amazing.

[14:53] Now, Neuron Writer doesn't actually cost

[14:55] a lot of money. It's $57

[14:58] and

[14:59] you're just wanting that API access.

[15:02] Now,

[15:04] the most important thing

[15:07] with everything is getting those pages

[15:10] indexed. And obviously, you can see

[15:12] here,

[15:13] we're getting content indexed using that

[15:16] custom GPT. And we're doing it in the

[15:19] casino space, like I say, for keywords

[15:22] that have high volume, that are ultra

[15:25] competitive,

[15:26] and making some decent money. [laughter]

[15:30] So between using the us.com

[15:34] or age domains, a decent aggressive

[15:38] content strategy using the custom GPT

[15:41] which plugs into neuron writer and of

[15:43] course powering that up with links and

[15:47] some viral traffic is helping me um make

[15:51] some money in the casino niche. Now,

[15:55] next thing that I want to talk about

[15:56] that's working really well. Um, and I've

[16:00] got a picture of these [ __ ] horrific

[16:02] toes. Now, you might be asking yourself,

[16:04] whose [ __ ] toes is that? Now, you'll

[16:06] be able to see um that that is a a

[16:09] colored chap and is he goes by the name

[16:12] of Kasra Dash?

[16:14] [laughter]

[16:15] So, if you want to tag him in it, you

[16:17] can. Uh, Kasra Dash has the website only

[16:20] feet um.com.

[16:23] Oh, sorry.

[16:25] Onlyfeat. us.com. So, just an example of

[16:29] those US.coms working well. Even if

[16:32] you're in the feet game, you can see

[16:35] people are leveraging that and getting

[16:37] some decent traffic uh from from the

[16:40] feet perspective. But, Kazbulla Dash H,

[16:44] I want to talk a little bit about this

[16:45] guy. [snorts] Um

[16:48] now

[16:50] he his real name is Kazra Dash. We have

[16:53] created a new name for him. Kazbullah.

[16:57] Now if you go to chat GPT and you

[17:03] ask who Kazbullah dash is or this is

[17:06] previously um so if you asked who it was

[17:08] before it came up saying that it was a

[17:12] playful pseudonym or an alternative

[17:16] identity of Kazra dash and that is not

[17:20] ideal. We don't want the LLM to be

[17:23] thinking that that's just a little joke.

[17:25] So, how do we feed the LLMs and stuff

[17:28] like that? Now, again, if you were to

[17:32] previously go into chap GPT, it would

[17:35] tell you that me

[17:39] um has made social media posts and

[17:42] tagging him in under the name Casbull.

[17:45] Um, and it's all done in good fun and

[17:47] everything else, which of course is

[17:48] true.

[17:51] Now, if you went to chat GPT and put in

[17:54] Casra dash, it would put up this and it

[17:58] would put in that, you know, he's an SEO

[17:59] guy and he does this and he does that,

[18:01] which is fine. Now, how did I start

[18:05] feeding the LLMs and how did that result

[18:09] in chat GPT now thinking that he's

[18:12] actually called Kazbullah? Now, the

[18:14] first step

[18:16] was to get links on other websites. Now,

[18:19] this

[18:21] Samovich

[18:23] runs an event in Italy and

[18:27] he asked me if I could get Kasra to

[18:29] speak there as well. And I said yes. And

[18:32] but he he continually called Kazra

[18:35] Kasra.

[18:36] And I'm like, dude, that's not his name.

[18:38] His real name is Kazbullah. And you'll

[18:40] be able to see in the response here, he

[18:42] said, sorry, he gave me the name

[18:45] Kazradash. And I'm like, no, no, no.

[18:47] Here's the website, kazbulad.com and

[18:49] everything else. So, next thing we know,

[18:52] casbull-ash is mentioned on the event

[18:55] website. Now, Kasra sends me a

[18:57] screenshot of that saying, "You dirty

[18:58] bastard." Now, of course, we went out

[19:02] there and also got kasbull-.com

[19:05] and we threw up a website on it, um,

[19:08] which obviously has some fun material on

[19:10] there.

[19:12] We also bought kazbullah.co.uk.

[19:15] Again, another website that we threw

[19:18] some stuff at.

[19:20] We also bought kazradash.co.uk.

[19:23] Now, the important part here is this

[19:27] stupid bastard didn't even buy his own

[19:30] [ __ ] domain name. Now, the reason

[19:33] that I'm highlighting this is if you're

[19:36] feeding the LLMs, they love an exact

[19:38] match domain name. They believe what is

[19:41] on an exact match domain name as well.

[19:44] So we were able to put on Kazra dash

[19:48] casbula kasbula kasbula effectively.

[19:51] [snorts] Um

[19:53] and like I say just proof that I own

[19:55] that um is is there. Um now obviously

[20:01] Google trust exact match domain names

[20:03] but there's also other trust signals

[20:05] that they're looking for to corroborate

[20:07] that information.

[20:09] And one of those trust signals is we

[20:12] built a GMBB for it. Um a nice pin drop.

[20:16] Uh [snorts] we didn't do it in any

[20:18] specific location. We just done it in

[20:20] Scotland which is where I'm located and

[20:24] um set that up there. Now some other

[20:28] trust signals. Now if we Google casbula

[20:30] dash obviously some of these websites

[20:32] are starting to populate and uh rank

[20:35] really well.

[20:37] Now we also went out there and the top

[20:40] website we you'll see is we launched a

[20:43] book using Kazbulla Dash as the author a

[20:47] Google book um again another trust

[20:49] signal and we done a whole bunch of the

[20:52] kind of wiki wiki websites that are out

[20:55] there which you can buy on legit and

[20:58] you'll be able to see um you know a

[21:01] number of those that are referring to

[21:02] Kazra as Kazbullah [snorts] and one of

[21:06] those is obviously be I can't even see

[21:09] it, but

[21:10] it's one of the wikis that you can buy

[21:12] on there and you'll be able to see that

[21:14] we were able to um put whatever

[21:18] information we wanted to put on there.

[21:22] And I went out and created a knowledge

[21:24] panel for him, a wiki data profile for

[21:26] him.

[21:28] And of course,

[21:31] after all of that was done, now that was

[21:33] all done over a a six week period. And

[21:37] if you then go to chat GPT, it would

[21:40] come up saying Kazbulladash is the

[21:43] British entrepreneur, the SEO

[21:45] specialist. He was mentored by me and

[21:48] all of this kind of stuff. [laughter]

[21:51] So, we're able to manipulate the LLM's

[21:54] doing that and, you know, establishing

[21:57] him um and and his name using multiple

[22:01] entities. you know, we we we'd done all

[22:04] of the stuff that we had to do in order

[22:07] to to switch from Kasra to Kazbullah.

[22:10] And obviously, the same can be done for

[22:13] pretty much anything uh when when it

[22:15] comes to to feeding the LLMs and talking

[22:18] about the topic or the person more than

[22:21] once on multiple trusted other websites

[22:24] is key in doing that. Um, and also I've

[22:28] done it with a guy called Russell Lobo

[22:30] who's also in the SEO space. Done the

[22:33] exact same thing to him and uh, again,

[22:36] stupidly didn't buy his own domain name.

[22:39] So, make sure the lesson to be learned

[22:42] from there is protect your brand because

[22:44] it's all good and well doing this stuff

[22:46] for fun and of course uh it was all done

[22:49] in in fun for Casra, but in reality the

[22:54] more people are feeding the LLM and

[22:56] manipulating stuff and everything else,

[22:59] someone's going to come after your brand

[23:01] potentially. So, make sure that you do

[23:03] [ __ ] protect your brand because

[23:05] someone will come and take it. Um, and

[23:08] of course, make sure you do feed the

[23:09] LLMs with good information for you. Um,

[23:14] and you know, again, feeding the LLM,

[23:17] you know, we can use um the search

[23:20] functionality on other websites, and

[23:22] you'll be able to see the one that's

[23:24] fourth down. That is actually a Roman

[23:28] Catholic website in Atlanta. And we put

[23:31] on um Craig Campbell's the best black

[23:34] hat SEO in the world. Now, of course, um

[23:38] you you can go and find websites that

[23:40] have the search functionality uh enabled

[23:44] and find websites that allow you to do

[23:47] that. Now, the key to this process is

[23:50] obviously finding the the websites that

[23:53] have the search function available and

[23:57] of course utilizing the power and

[23:59] authority of that website. Now this is

[24:02] obviously the website that we done it

[24:04] for for me and

[24:08] uh what I done was we we established a

[24:10] whole bunch of websites. We forced index

[24:13] those URLs. We're using a tool called

[24:16] indexional

[24:18] and this only charges you if it can

[24:21] index the URL. It doesn't charge you if

[24:23] you if you can't. And you'll be able to

[24:26] see even websites like [ __ ] CNN

[24:30] have the search functionality enabled.

[24:32] So I could force index that URL and do

[24:37] my thing with that as well. Um, now I'm

[24:40] not going to talk too much about GMBBS

[24:42] um because I'm sure a number of you guys

[24:45] out there have already spoken about that

[24:48] and I don't want to recover old ground.

[24:52] Um but you know also

[24:56] I get abused online as well um by my

[25:00] colleagues and friends and again uh

[25:04] people are always doing funny things

[25:06] feeding the LLM with misinformation and

[25:08] all that kind of stuff and it's all good

[25:11] fun um and in doing so um and you know

[25:15] me getting abused

[25:18] uh was by a chap called Um, Alan

[25:22] Claddics. Now, I'm going to actually

[25:24] show you what he done. I'm going to uh

[25:27] pause for a second and just get the

[25:29] information up. Now, fun story. I came

[25:33] across this website which is

[25:34] Craig-Cell-seo.com,

[25:37] which is not my website. Now, you'll be

[25:41] able to see if you look at the

[25:44] navigation bar, Only Fans, Pornhub,

[25:47] IMBD.

[25:49] They got that bit wrong. um and all this

[25:51] kind of stuff. Now, you'll be able to

[25:53] see on here as well, it says that I have

[25:56] been doing SEO for 69 centuries and all

[25:59] of this [ __ ] Now, this was actually

[26:01] made by uh a friend of mine. Now,

[26:06] coincidentally, I blamed another friend

[26:09] for this. I blamed James Douly. When I

[26:11] first seen this website, which ranks for

[26:13] my [ __ ] name, uh I phone James Douly

[26:17] and I'm like, "Get the [ __ ] website

[26:18] down, you cunt." And he's like, "What

[26:20] the [ __ ] are you talking about?" And I'm

[26:21] like, "Dude, you [ __ ] done this. If

[26:23] you don't stop it, I'm going to get you

[26:24] back." Anyway, forgot all about it for

[26:28] about a year. And then I was at an event

[26:31] in Poland in May 2025.

[26:35] And I was standing outside um the event

[26:39] and someone said, "Craig, you need to

[26:40] come in. You've been shouted. Someone on

[26:42] stage is shouting on you." And I went in

[26:44] and one of my friends said, "Do you

[26:47] recognize this website?" And I looked at

[26:49] it and I went, "Yeah, yeah, I know. I

[26:50] know of the website." I says, "But it's

[26:52] not mine." And he said, "Yeah, it's

[26:54] mine."

[26:55] [laughter] And uh the whole point here

[27:00] was he fed the LLM

[27:04] that I was an aquapony expert, a [ __ ]

[27:08] aqua pony expert. Um, and you'll be able

[27:10] to see here if you put that into chat

[27:13] GPT, it's saying that, you know, uh, I'm

[27:16] a recognized Aqua Pony expert. In fact,

[27:19] the aquapony.frites

[27:21] down, but he did have aquapony.fr, which

[27:24] referenced me as uh, one of the leading

[27:28] aquapony experts that's out there. So

[27:30] again, he was able to manipulate the

[27:34] LLMs using other websites,

[27:37] corroboration, and of course, uh,

[27:39] feeding the LLM with all that garbage

[27:41] about me being um, an Aqua Pony expert.

[27:46] Now, did he

[27:48] work for the Olympic team?

[27:54] God, I didn't even spell it right. But,

[27:58] um, this was on there. It was on the the

[28:00] aquapony.fr

[28:02] website which has now been taken down.

[28:04] Um, but again, you can feed the LLM's uh

[28:09] a whole heap of garbage and it works

[28:12] very very well. So, I also get abused

[28:15] while we're doing all the testing. And

[28:16] the point here is to continue doing

[28:19] testing, feed the LLMs. There's traffic

[28:21] coming from them, exposure and

[28:23] everything else. So, what wanted to to

[28:27] say that it's not just me that does the

[28:29] abusing. Um, and also I wanted to show

[28:32] you something else. Uh, before I do wrap

[28:35] up, guys, cuz I know I am running out of

[28:37] time. Um, there's a website here.

[28:41] I've obviously blanked out the the URLs

[28:43] just because I don't want people jumping

[28:45] into my niche. Um, but you'll be able to

[28:48] see in the last 28 days, 500,000 clicks,

[28:52] 38.5 million impressions, and of course,

[28:57] it's in the casino niche. And you can

[29:00] see the countries of where we're getting

[29:02] the traffic from as well, um, the US.

[29:06] So, just wanted to highlight that this

[29:08] [ __ ] absolutely [ __ ] works. and you

[29:12] know uh at the time of recording this um

[29:17] you know looking at the the last 28 days

[29:20] or you know obviously can look at the

[29:21] last 24 hours um you can see that

[29:24] there's still a serious amount of

[29:26] traffic and I'm recording this um you

[29:28] know in the 13th of January as you can

[29:30] see in the top right hand side of my

[29:32] screen. So again,

[29:35] these are kind of working in the casino

[29:37] space. They do work in other niches. So

[29:39] make sure that you do test and take

[29:44] action on a lot of the stuff that's out

[29:47] there. And if you do want to follow me,

[29:50] the best place to get me is on

[29:51] Instagram. Um because I get bombarded by

[29:54] people on Facebook and stuff, so I'm not

[29:56] that proactive on there. Um or like I

[29:59] say, you can get me on my YouTube

[30:01] channel. um where I do put out a lot of

[30:04] information, have Q&A sessions and

[30:07] everything else. So hopefully you guys

[30:09] enjoyed that presentation and yeah

[30:12] that's it from me. So there you have it

[30:14] guys uh my presentation. Hopefully you

[30:17] guys have enjoyed it. You can reach out

[30:19] on social media if you'd like to connect

[30:22] with me or catch me on YouTube or

[30:24] whatever and hopefully I can catch you

[30:27] at another event in the near future. But

[30:29] hopefully you guys have an amazing rest

[30:32] of the event and don't get too drunk,




============================================================
SEO Rockstars 2026: Day 3 - Mike Merlino
Video: https://www.youtube.com/watch?v=IbNIMiMwjj4
============================================================

[00:03] I have to apologize because it's very

[00:05] embarrassing that I do a lot of AI [ __ ]

[00:08] but my slides are a [ __ ] mess. I

[00:10] apologize. Not even going to explain

[00:12] why. It's just called life, right? But I

[00:15] really don't give a [ __ ] about slides.

[00:16] My favorite presentation and the

[00:18] presentation I've gotten the most like

[00:21] great feedback on was that shout out to

[00:23] Chris Walker's uh event, Legit Myrtle

[00:26] Beach. And I was like this before the

[00:29] before we started I called everyone up

[00:31] so they could see because the

[00:32] screenshots I know they're not going to

[00:34] see what I want you to see. Right? So

[00:36] that's how it started. Then we left and

[00:39] then we got started and I tried to use

[00:40] the slides and then I was just man [ __ ]

[00:42] these slides and just did the

[00:44] presentation which I prefer quite

[00:46] honestly. So I'mma do these slides. I'm

[00:48] probably not going to stand here the

[00:49] whole time. And I really would like to

[00:52] get to the SERs cuz I want you to see in

[00:55] real [ __ ] time because every time I

[00:57] do that, people always end up like, "Oh,

[00:59] I never noticed that or I never saw that

[01:02] or and for me a screenshot's cool, but

[01:05] show me." You know what I mean? Like

[01:07] Nester, if I didn't know Proxmont, yo,

[01:09] log in. Show me. What is that? Like, I

[01:11] want to know. That's how you learn. All

[01:14] right.

[01:15] Oh, is there a clicker or or no? Because

[01:17] the way I'm in, I don't think it'll work

[01:19] because I'm on Chrome remote desk.

[01:22] Oh, I spoke too [ __ ]

[01:26] Let's go. All right, check it out, guys.

[01:29] So, a tough thing when I first started

[01:31] speaking was Clint Butler was like, "Yo,

[01:33] bro, that was good, but you know, you

[01:35] might want to like change your slides,

[01:38] maybe, right? Like not not keep talking

[01:40] about the same [ __ ] but like change the

[01:42] slides up." And I kind of started

[01:43] finding ways to change what I'm talking

[01:45] about a bit. And it's been an ongoing

[01:48] challenge because hear me clearly,

[01:51] I've been doing the same [ __ ] SEO wise

[01:54] for seven to eight years at least. The

[01:57] only thing that's changed is instead of

[01:59] Ranker X and uh uh Money Robot, it's

[02:02] [ __ ] SEO Neil. I'm still doing Google

[02:04] stacks, just not as heavy, more uh with

[02:07] more intent and for specific reasons to

[02:09] push PAAs up, which we're going to go

[02:11] over. Any goblins in the building? All

[02:14] right, just don't get mad, right? I'm

[02:16] not showing them everything. You know

[02:18] what I mean? But this is what I've been

[02:19] talking about, right? And then I created

[02:21] the goblins so that people could make it

[02:23] easier, right? That did the act. All

[02:26] right. Uh, next button. Boom. This is

[02:30] I've been saying this [ __ ] forever. I'm

[02:32] never going to stop. Who you are, what

[02:35] you do, where you do it. Now, I'mma let

[02:36] y'all know the inner secrets that people

[02:39] have no [ __ ] clue. Every patent I've

[02:42] ever found, I've been studied and

[02:44] analyzed years and continuously do

[02:48] because I'm not that smart and there's

[02:50] always something new to find. Oh, those

[02:52] patents are for 2014. So what if it's

[02:57] still relevant? It's still relevant,

[02:58] right? When when Yandex leaked their

[03:00] algorithm, if you didn't grab that up

[03:03] and if you don't got that somewhere and

[03:04] if you didn't pull and compare,

[03:07] you're not doing [ __ ] like I do, right?

[03:09] and let me do it and then bring it to

[03:10] y'all because I like doing that [ __ ]

[03:12] Who you are, what you do, and where you

[03:14] do it is the core of everything. And by

[03:16] the way, when you get to the next level

[03:19] of this, of course, it's who you are,

[03:21] where you do it, what you do it, why you

[03:24] do it, who does it, you know, the whole

[03:26] brand profile. But as far as patents

[03:30] work on the other set of [ __ ] slides

[03:33] that I have because this [ __ ] is a

[03:34] cluster [ __ ] I've put in what patents

[03:38] prove that's what this is. What patents

[03:42] prove that's what that is. So that just

[03:45] in case [ __ ] want to come at

[03:46] me, read the patent and shut the [ __ ]

[03:49] up.

[03:51] You want to win? DO WHAT I SAY. NOT

[03:53] BECAUSE I KNOW IT ALL. BECAUSE I'M

[03:54] GIVING it to you, bro. Prove me wrong.

[03:58] [ __ ] wish somebody would. Sean tried

[04:00] as my friend. He even tried and then he

[04:03] had to admit it. Damn, bro. You was

[04:05] right. Did you, you know, couple little

[04:07] things. And by the way, Sean is speaking

[04:09] here because that [ __ ] knows his

[04:11] [ __ ]

[04:12] Steel, stopping shield, right? Or iron

[04:14] shark, whatever that saying is, guys.

[04:17] Building a brand. I'm not going to be

[04:18] looking up here. You guys should know

[04:19] this stuff. This is it, right? Just look

[04:22] at me. [ __ ] the slide. I have the

[04:24] slides. You'll get them. Who you are,

[04:26] what you do, where you do it. How do you

[04:27] do that? Content, right? We all need

[04:30] content. Audio, images, video. You tie

[04:35] it together with schema. You add in your

[04:37] LLM text file. Engagement or CTR

[04:40] manipulation. How I first started

[04:42] teaching [ __ ] The cherry on

[04:43] top is what I started teaching because I

[04:46] thought y'all, no disrespect, I thought

[04:48] y'all all knew all the other layers on

[04:50] all the different levels that I know it

[04:54] because I don't just rank for content.

[04:57] I rank on all social media, all image

[05:01] tabs, AI overview, maps, and it doesn't

[05:04] matter where you go.

[05:06] Reddit, Kora,

[05:08] Tumblr, Medium, Blogger, all types of

[05:13] parasites. And the brand mention like

[05:18] who here was at Rockstars 2022?

[05:21] Nobody.

[05:22] My first talk, right? Brand, brand,

[05:24] brand, send branded traffic,

[05:26] [ __ ] Had the proof. People

[05:29] thought I was lying. Then the helpful

[05:31] content update came up. And then even

[05:33] you told me, Nester, right? Oh, Molino,

[05:35] your name has been right because helpful

[05:38] content the [ __ ] update. I'VE BEEN

[05:40] SPAMMING TOO HARD, BRO. You got to have

[05:42] a brand. You can't just have all exact

[05:44] match anchors. And by the way, exact

[05:46] match anchors, exact match domains, and

[05:50] exact match GMBBS or or what do you call

[05:53] that [ __ ] the meta like there's no

[05:55] better

[05:56] there is no better just like videos in

[05:59] URL title right if you want to rank for

[06:01] something it's easy why you think a lot

[06:03] of them paas are so easy bro

[06:06] especially when you add the geo at the

[06:08] back cuz who else is targeting that term

[06:12] see I don't always explain everything

[06:14] super detailed because I kind of like

[06:17] think you'll get it you get it right

[06:19] like come on now if the paa is this and

[06:21] we're adding this and then giving a

[06:23] better answer and pushing for the GMBB

[06:26] locality. How could we lose?

[06:29] All right, covered all that. And guys,

[06:32] AI overviews, don't be scared of that

[06:34] [ __ ] That's the most exciting thing

[06:36] happening right now because if you know

[06:38] how to do the [ __ ] which is not hard,

[06:40] then you could be upselling that [ __ ] to

[06:41] clients left and right and showing them

[06:43] what you bring to the table versus other

[06:46] agencies that have no idea what the [ __ ]

[06:48] is going on. They're still wondering,

[06:50] why why is the map calls down?

[06:53] If you don't got the socials into the

[06:55] back of your GMBB,

[06:57] I don't want to say slap yourself, but

[06:59] slap yourself. This is back here for a

[07:01] reason. If you don't throw that in your

[07:03] knowledge panel, you're whing the [ __ ]

[07:05] out. If those socials are not on the

[07:07] footer of your website, you're whing the

[07:09] [ __ ] out. You're leaving the simple

[07:11] justification and trust signals that

[07:13] Google needs all around like this don't

[07:16] matter. I'm not a smart business owner.

[07:18] Simon went over justifications, trust

[07:21] badges, gaff, license number. I had

[07:23] mentioned it. I'mma tell y'all again.

[07:25] Above the fold, bro. I've been doing

[07:26] that for 18 years. Not cuz I'm smart. I

[07:30] just went to the top ranking websites in

[07:32] my niche in every major city in the

[07:34] United States, made a spreadsheet, even

[07:36] though I hate them, and this is way long

[07:38] ago,

[07:40] and I found what they did. Okay, let me

[07:42] put this. I mean, success leaves clues,

[07:44] bro.

[07:46] Fire crawl. How many people use fire

[07:48] crawl? Not SEO related, but hey, I bro

[07:51] how would you do what you do without

[07:53] that tool? It'd be [ __ ] impossible.

[07:55] Firecraw, go get yourself a little

[07:57] account for when you coding. You want to

[07:58] scrape, make a little rag, blah blah

[07:59] blah, right? I don't want to get off

[08:00] track, but point is fire crawl. Add that

[08:02] into your tool stack to go get data and

[08:07] embed it, vectorize it, and then be able

[08:09] to talk with it, chop it up with it, the

[08:10] way I did with the SEO Rockstars

[08:12] website.

[08:14] One other thing about social media, the

[08:16] reason why social media is so important

[08:18] is Google's not dumb. It's been in their

[08:20] patents and then, you know, shout out to

[08:22] Jumper out there. You know, Instagram

[08:25] changed [ __ ] up years ago and that's

[08:27] when Google had to start really paying

[08:29] attention and they then owned YouTube.

[08:31] Then Tik Tok came in and then the whole

[08:33] [ __ ] started shifting. But Google knew

[08:38] that uh uh influencers are going to

[08:40] become the new affiliates because

[08:42] everybody out there wants a referral.

[08:46] Yo, Jose, I'm trying to build a house

[08:48] and you know, you know someone. No. Yo,

[08:50] you know, I don't want to go Google and

[08:52] take J read Yelp reviews. I want someone

[08:55] that use the service to refer them to

[08:57] me. Any business owners here?

[09:01] I mean, every hand should be up, right?

[09:02] What the [ __ ] are you doing here if you

[09:03] don't own a business?

[09:05] What's the easiest

[09:07] most ROI custom referral?

[09:12] Right? So following Google being someone

[09:17] that sells ads, but they got to answer

[09:19] the question first to get there because

[09:20] they have a funnel, right? The intent

[09:22] behind the intent,

[09:24] excuse me. They want to be able to trust

[09:27] and bring in resources

[09:29] that are trusted

[09:31] to help refer the best company for that

[09:36] service. Stay with me y'all cuz if

[09:38] you've been listening to me, you know

[09:40] I've been talking about this [ __ ] since

[09:42] before that was in the GMD. That's on

[09:44] record at Rockstars. One Rockst Stars

[09:47] I'm talking about it is not there. The

[09:48] next Rockstars I'm talking about look

[09:50] [ __ ] right? Same thing with

[09:51] short videos. Watch how they're gonna

[09:53] tie together the two things I can say

[09:57] proudly. I TOLD EVERYBODY BEFORE I HIT

[10:00] THE [ __ ] SERS. CAN NOBODY take that

[10:02] from me? Just learn and apply though

[10:05] because I don't care about that. I want

[10:07] y'all to win. Check this out. How many

[10:09] people seen the new mid link?

[10:12] Okay, watch this. Now I'm gonna have to

[10:14] try to get live.

[10:17] Ah, see they got to see this.

[10:22] No, I'll go back to it. Let me get

[10:24] through this because I don't even know

[10:25] how to use the Mac. But I'mma show y'all

[10:26] the mid link because this view looks

[10:28] funny. This is the point though. Look at

[10:32] this.

[10:33] Look at this. They're pulling in social

[10:35] media feeds, bro. If social media ain't

[10:38] important, WHAT THE [ __ ] ARE THEY

[10:40] PULLING THE FEED IN FOR?

[10:42] Guess another thing. You ever did some

[10:44] research and wonder, yo, how is this

[10:46] GMBB ranking? Who are these people? like

[10:50] you know that hasn't happened to nobody

[10:51] in the last year and a half.

[10:54] Yeah, it happened to me a lot and I

[10:56] started digging, digging, digging. You

[10:58] know what I found out? Every single one

[11:00] of them unequivocally without any doubt

[11:02] and we did like looked at over a hundred

[11:04] different uh GMBBS and 10 different

[11:08] niches. That's a thousand GMBBs, bro.

[11:10] Small data set compared to some other

[11:12] people, but I like to get as much as I

[11:14] can get, right, without it costing too

[11:15] much. Every single one of them was

[11:18] active on at least one channel. Another

[11:20] nugget I found in that there was one

[11:22] company ranking like bananas and they

[11:26] only had one social media account. Guess

[11:28] what it was?

[11:31] Nobody's going to guess. I was just

[11:33] [ __ ] with y'all. Snapchat. And guess

[11:35] what? Snapchat was showing

[11:40] there, but then it went away. What does

[11:43] that tell me? If you see Snapchat end up

[11:45] back there, remember you heard it here

[11:47] first, right?

[11:49] The point is they're ranking these

[11:52] companies. Yeah.

[12:08] Go check right now and then get back to

[12:11] me because I I never seen that. And if

[12:13] you could do that and my team hasn't

[12:14] told me, I might have to fire my whole

[12:16] [ __ ] team except my main guy.

[12:24] [ __ ] Absolutely. Absolutely.

[12:28] Okay, so here's another one, right? Uh,

[12:30] same one. Facebook. And then the See,

[12:31] the link is there for me to show it to

[12:33] y'all. I just don't want to like mess

[12:34] everything up right now. Um, that one's

[12:37] Facebook.

[12:39] This one is Instagram. I'll come back to

[12:41] it because it's all gonna tie together

[12:43] and then probably the more they see then

[12:44] when I show it it'll probably hit uh

[12:47] look this one's all Instagram just to

[12:49] show you you don't got to be super

[12:51] active on all your channels but we

[12:52] marketers and we got tools to make [ __ ]

[12:55] real easy like repurpose you take one

[12:57] [ __ ] piece of content sign up for

[12:59] repurpose.com right no I have no

[13:02] affiliate links not my [ __ ] tool and

[13:04] now it'll just autom you set it to just

[13:07] repost there's also many other tools you

[13:09] can do this [ __ ] in GHL and [ __ ] any

[13:11] other tool or whatever tool you use. But

[13:15] the point, Google's ranking these

[13:18] companies and they're only active on one

[13:20] social media platform. One. Imagine if

[13:22] you do what I tell you and be active on

[13:25] all of them, plus YouTube, plus [ __ ]

[13:28] podcast syndication, plus your images is

[13:31] tight, plus your silos is tight, plus

[13:33] you doing cloud stacking, plus you doing

[13:35] Neo stacking, plus you do a press

[13:37] release. That's why I confidently say,

[13:39] "Bro, no jokes aside, can nobody [ __ ]

[13:41] with me. If you give me the unlimited

[13:43] budget, I'mma beat you every time." And

[13:45] then we not even talk about backlinks

[13:47] and all this and all because I don't

[13:48] even do none of that no more unless it's

[13:50] really needed. Go ahead, Sean.

[13:53] You can add them in. Let me see this. Oh

[13:55] my god, bro. Add in add in Podbean.

[13:58] Add in pod bean real quick.

[14:08] You went to one that's all of them are

[14:10] added in because if you didn't add them

[14:11] all in yet then cuz look this is the

[14:13] drop down menu see there's no add

[14:16] another one come on now

[14:19] that's how I like it though you see cuz

[14:21] when you confident when you when you

[14:23] Floyd me come on baby LET'S GO SIGN IT

[14:25] up but Floyd's a little bit of a [ __ ]

[14:27] though he

[14:29] more Mike Tyson before Buster you KNOW

[14:31] WHAT I

[14:33] ALL RIGHT, let's keep going. And yes,

[14:46] it's it's kind of close, but that could

[14:47] be better, right? But hey, they know

[14:50] that Lutz is right above Tampa, and if

[14:52] they are in Lutz, their main target zone

[14:55] is probably Tampa. But that that's a

[14:57] good catch because that could be a lot

[14:59] better. That should be where they're

[15:02] located. Unless they're located there,

[15:04] but they did this on purpose because

[15:06] they're trying to rank in Tampa, but

[15:07] their GMBB is up in Lutz, right? That's

[15:10] probably the true play there. All right.

[15:14] Well, yeah. Well, we're going to get

[15:16] into that for sure. But yes, good catch.

[15:18] Here's another one. Right. Same [ __ ]

[15:20] just now. This is Twitter. Yeah. X.

[15:24] Why we scrape X? Why me and Bradley?

[15:26] Because there's a lot more going on than

[15:28] you may think, bro. Right? Do you follow

[15:31] what I mean? Because let me just spell

[15:32] it out. Hey, go find me all the profiles

[15:35] that rank in Google My Business that

[15:37] have a X showing up on the mid link. You

[15:39] might might take a little time, right?

[15:41] Here's this API. Here's that API. Now,

[15:44] you got yourself a data set. That's how

[15:46] you find things, bro. Referral traffic.

[15:49] I'm not reading all that. Don't give a

[15:50] [ __ ] You know why referral traffic is

[15:52] important? Yes, everybody. Everybody

[15:54] knows how to find referral traffic.

[15:57] Where? No. Where?

[16:02] Google Analytics. That's right. Get your

[16:04] [ __ ] straight. And when you go to Google

[16:06] Analytics, you got to I don't mean that

[16:08] to you, Simon. I mean, you know that,

[16:09] brother. I I mix it up all the time,

[16:11] too. I thought I I thought you were

[16:12] right and I was wrong for a second. When

[16:14] you go to GA, you go to acquisition,

[16:17] [ __ ] with them filters. You can't reax

[16:20] it, but use filters and use them. I

[16:22] don't remember them off head, so I don't

[16:23] want to tell you the wrong thing. Go.

[16:31] Oh my god, Gregory Ortiz just shared a

[16:33] [ __ ] bomb. You don't even need to use

[16:35] the filters no more because Gemini is

[16:37] right there and you can just ask it,

[16:39] hey, what are my top referral site? Blah

[16:40] blah what guy with the right

[16:45] influencers. I mentioned this many

[16:47] times, but I'll keep on. Influencer

[16:50] influenc I have 500 fans, 5,000 fans. It

[16:53] don't need to be a big amount of fans,

[16:55] bro. My man back there, a Coltinker

[16:57] probably remember back in the day when

[16:59] everybody started getting too crazy

[17:01] expensive for the big shout outs on the

[17:03] big influencers. The play was micro

[17:06] influencers and we will find them by

[17:08] doing hashtag research by locality. I

[17:11] want [ __ ] that only live in

[17:13] Miami. How? Because every time you post,

[17:15] you put Miami hashtags right now. I

[17:18] reach out to you. Yo, I noticed every

[17:20] time you post, you get about 550

[17:22] comments. That's really good for a page

[17:24] with only 5,000.

[17:27] Work something out with them. You

[17:28] understand what I'm saying, guys?

[17:29] There's a lot of ways to work out that

[17:31] deal. I can't teach y'all everything.

[17:33] You know what I mean? Like, I'm just

[17:34] leaving it there. Now, you take it.

[17:39] Basic referral traffic. You search for

[17:41] AC repair and dump. These are different

[17:42] ways I might end up where I want to end

[17:45] up, right? I search for this. I might

[17:47] find a backlink. I might find a

[17:49] directory site. I might find a cloud

[17:50] post. and I find a social post that

[17:53] takes me to the money site which is

[17:54] really not the money homepage is a

[17:57] business is a it should be a business

[17:59] card like Clint Butler says service page

[18:02] or if you're doing my [ __ ] this would

[18:04] lead to the paa right and then which

[18:06] links up to the service page depending

[18:08] on what piece of content they find for

[18:11] this keyword it probably wouldn't be a

[18:13] paa unless it's super competitive and

[18:15] they follow up on the fan out query

[18:18] if you really know your users journey

[18:20] journey, right? You could create a

[18:22] spreadsheet, somebody vibe code it, send

[18:24] it to me with a percentage of how many

[18:26] actual clicks is it going to take before

[18:28] this persona probably is done. Like me,

[18:31] I took my Kobe test. I'm a researcher.

[18:34] I'M GOING TO CLICK QUIET A FEW MORE

[18:36] times than someone else. They might

[18:38] click twice. All right, done. Right?

[18:40] Different personality traits. You got to

[18:42] know your user. What journey are they

[18:44] on? Especially if you're trying to

[18:45] manipulate any type of traffic, bro. For

[18:48] real. For real. All right. AI overview.

[18:50] Same [ __ ] Google search. What is the

[18:52] most common AC repair? AI overview.

[18:55] Pinterest post. The reason I put this is

[18:57] here. This is what I'm trying to tell

[18:58] you how easy it is to rank a AI

[19:00] overviews.

[19:01] I got Pinterest posts.

[19:04] I got AI overview. Well, what do you

[19:06] mean? Well, the same image that I put on

[19:08] the GMBB that I post all on the socials.

[19:11] It has the keyword right on it. And

[19:13] Pinterest is a very powerful platform,

[19:15] brother. As you know, Neesa, I still do

[19:18] Pinterest spam to this day, bro.

[19:20] Straight straight to ClickBank.

[19:22] Image SEO talked about this long, long

[19:25] ago, but let's go over it again. And why

[19:28] entities, right? Everybody knows what an

[19:29] entity is. Person, place, or thing. Yes.

[19:32] When you write your content, you need to

[19:33] cover the right entities or you get

[19:35] entity pollution. We already know this

[19:36] or you should know this, right?

[19:38] Everybody know what entity pollution is?

[19:40] Covered it the other day. All right.

[19:41] Awesome.

[19:43] with the image.

[19:45] Google has an AI vision that scans every

[19:47] image, every image, and they detect

[19:49] what's in it and what's not, right? Will

[19:52] that help you rank? I can't prove it,

[19:55] but I say yes. Especially when you have

[19:57] all your images in the image tab, right,

[19:59] from multiple different websites, which

[20:02] you'll see in a moment, because that's

[20:04] telling Google, wow, for this keyword

[20:06] and these entity buckets, which I'll

[20:08] show you for the photo entity buckets,

[20:10] this brand keeps showing up. They must

[20:13] be somewhat important. Then you go to

[20:15] short videos and they're there. Then you

[20:16] go to videos and they're there. Then you

[20:18] go to AI. You understand? There's

[20:20] multi-algorithms at play. Why only focus

[20:23] on one? can't dinosaur if you do. This

[20:29] is the scan. So, there's a sample image

[20:31] I threw up and this is the text that

[20:33] they're reading, right? So, 24-hour

[20:36] technician or electrician. And then here

[20:39] it says website because maybe it's a oh,

[20:41] it picked up on that. It didn't pick up

[20:43] on that. So, like this is a perfect

[20:44] example. I would not use this image.

[20:48] It'd get xed out. And I created my own

[20:50] tool to do this for my team internally.

[20:53] and they upload bulk images, scan, look

[20:56] at everything, e save, export, go make

[20:59] templates out of this because let's say

[21:01] on this image, if that if that whatever

[21:03] that is was picked up, a wrench, let's

[21:05] just say it was a wrench because I don't

[21:06] know what he's holding, right? Then we

[21:08] would make sure to use that wrench

[21:11] every time because we don't want to use

[21:13] a wrench that Google doesn't scan as a

[21:16] wrench.

[21:17] That's how laser focused I've been on

[21:20] this [ __ ] bro. everything I put out,

[21:22] they got to be congruent on perfectly

[21:24] aligned. And when I show some examples,

[21:27] they're not going to be. That's because

[21:28] it was a test. So, just remember, I'm

[21:31] letting you know now because when I see

[21:32] it, I'm like, "Oh, this is not supposed

[21:33] to be like that." How does Google see a

[21:36] good a good image? The the goal is have

[21:38] your logo on every image. You have to

[21:41] put your logo on every image. That's

[21:43] branding. Period. Unless you're scared,

[21:45] put your name because the dress is part

[21:48] of your brand, right? We all know that

[21:50] already. I would also put the website

[21:52] NAPW, right? You know, to me, NAP is

[21:55] always NAPW. Unless it's a Neo and you

[21:57] going hard, then you want to use a

[21:58] rotator. I'll go over that later. Uh,

[22:02] okay. Then you could use the those are

[22:05] Canva templates. I'll give you that

[22:07] later. Every if you type in Google

[22:08] Vision AI, that's where you could upload

[22:11] an image and see the stuff that I'm

[22:12] talking about. This is from the tool

[22:15] that I made. No pitch. And I am a

[22:17] sponsor and it's my event. I'm going to

[22:19] talk about the tool that I made to make

[22:21] this easier. Uh, and this is it. You

[22:23] don't have to use anything. These are

[22:25] the labels that they're picking up,

[22:27] right? They're also down below, but I

[22:30] had the tool make it here so I don't

[22:31] have to scroll down every time when I'm

[22:34] looking at bulk images, right? So, I see

[22:36] it's picking up on engineer workware

[22:39] blah blah blah. Right? Everything that

[22:41] you do, everything I do, I make sure and

[22:45] these are just examples that I uploaded.

[22:47] Right? The team works it till it gets

[22:48] right, makes templates, and then keeps

[22:50] going. How important is this? I'm not

[22:53] really sure, but I know I absolutely

[22:55] dominate the image tab in anything that

[22:57] I do without any question of a doubt

[22:59] unequivocally for years. Comes from

[23:01] YouTube spam and putting a keyword in

[23:04] the thumbnail and making a YouTube

[23:05] account, right? Where the keyword is

[23:08] even in the [ __ ] profile picture of

[23:10] the YouTube, right? Been doing this,

[23:12] bro. These are more examples. So, look

[23:15] at this, right? with this image. The

[23:17] label up here says labels, right?

[23:20] Google's reading a roofer. Game over,

[23:23] son. This image, it says construction

[23:27] engineer roofer. Got them.

[23:30] I can show you examples as top ranking

[23:32] websites, right? You go look at their

[23:34] image from their Google listing like Joy

[23:37] and Colton were talking about yesterday,

[23:39] right? and you run the image through the

[23:42] the my tool or the OC, you know,

[23:44] Google's vision and you see the keyword

[23:46] right there. Makes sense, right? Simple.

[23:50] It's basics, but it's extra work. It's,

[23:52] you know, you got to you got to think it

[23:53] and do it. So, here's text again. Just

[23:56] showing the text. And the reason I'm

[23:58] showing you this, look, plumbing

[23:59] repairs, call us now. Everything is in

[24:02] alignment. Nothing is missing. Good. If

[24:04] the website wasn't there, we got a

[24:06] [ __ ] problem.

[24:09] All right, here we go. I've been

[24:11] obsessed with PAAAS. Yeah, some of y'all

[24:13] might know this. PAS used to be called

[24:15] FAQs, then they switched it to PAA. I've

[24:18] been answering FAQs because I used to

[24:20] answer all my phone calls every day and

[24:23] hear the same [ __ ] every day. So then I

[24:26] made a script and I'd be like, "Hi, this

[24:27] is Mike."

[24:32] Okay. Yeah, I know they're interested. I

[24:34] tell them price this, that, everything I

[24:36] know they're gonna ask. Then I said,

[24:37] "Why don't I just put this wherever they

[24:39] go, you know, to my website?" I didn't

[24:40] know what I was. I didn't know nothing.

[24:42] But that's how I've been obsessed with

[24:44] this pa. It has nothing to do with SEO

[24:46] at all. And to be quite honest, it never

[24:48] will. This is strictly

[24:52] strictly about answering the question

[24:55] that's going to lead the user to spend

[24:57] money with me. Because that's why I own

[25:00] a business. Is that why you own a

[25:03] business? Then I'm here to tell you

[25:05] guys, right? Follow who you want to

[25:06] follow. Cool. That's all great. But

[25:09] please

[25:10] do what I am showing y'all because it

[25:14] works every time. The only question is

[25:19] how long will it take based on a lot of

[25:21] fact. Is it a new brand, a new website,

[25:22] blah blah blah blah blah blah. There's a

[25:24] GMBB blacklist. But it works every time.

[25:26] Every time. Every time. And it's what

[25:28] Google is thriving and wants companies

[25:31] that really want to answer questions and

[25:33] give good service. So here pa topic plus

[25:37] geo plus geo but Mike that plus geo I'm

[25:41] trying to get the GMBB to rank. If I

[25:43] don't mention the geo how the [ __ ] am I

[25:44] going to get the GMBB to rank on this

[25:46] type of play.

[25:49] Stick with me. PAAA. Create a blog post

[25:52] with the exact title. Whatever the PAAA

[25:55] is, that's what the blog post is with

[25:56] the geo at the end. Don't change it. No

[25:58] variance. None of that. And then that

[26:00] same PAA is used everywhere.

[26:04] Remember that, right? Everywhere. No

[26:07] variation because they're all different

[26:09] platforms. There's no need to do a diff.

[26:11] You want to rank for that PAAA title,

[26:13] that's what you put in there. G after

[26:16] you make your blog post with the

[26:18] featured image like I just explained to

[26:20] y'all, right? Then you make a GMBB post

[26:23] out of the blog post, right? You're

[26:26] going to make more than one GMBB post,

[26:28] but the basics. Make a GMBB post. Link

[26:31] up to the blog post you just made.

[26:34] Starting to come together. Wait, it gets

[26:35] better. When you link up there, you're

[26:38] starting your silo. Now you take the

[26:41] GMBB post and you use Claude or your

[26:44] writers for this and you make a version

[26:46] of it for Instagram. Instagram people

[26:48] don't read a lot. Short. You make a

[26:51] version for Tik Tok. You're also going

[26:52] to make video versions. Stay with me. We

[26:54] on text versions right now. You're going

[26:56] to make a LinkedIn nice post,

[27:00] a X. You got to know your audiences on

[27:03] each platform. That's your job, not

[27:06] mine. You got a prompt for me? No,

[27:10] you do that. You got to get your ICP

[27:12] first. But I'm going to give you a whole

[27:14] bunch of prompt. No, that's too much.

[27:15] You got to just learn your market, bro.

[27:18] Social media post with exact match,

[27:20] right? Also been been saying this [ __ ]

[27:23] forever. Throw it on Quora and Reddit,

[27:27] Medium, Tumblr, Patch, Soundcloud.

[27:31] As many as you could do, bro. The more

[27:32] the better. Throw the image on. Go

[27:41] the regular post, not the paid. Yeah.

[27:45] Uh, for patch, there's multiple ways to

[27:47] make a post. Uh, and you just want to do

[27:49] a regular post. Non-paid, not an event

[27:51] or anything like that. Absolutely. Uh

[27:54] then so check it. I don't care what tool

[27:56] you use. Chad went over that. So don't

[27:59] not even going to spend not a second on

[28:01] that. You take the blog post, throw it

[28:03] in the tool, create a short video out of

[28:05] it or create a short however you want. I

[28:07] don't care, right? And you make a long

[28:09] video, put it on YouTube, and I still

[28:12] tell you you use two different channels.

[28:15] One for long, one for short. The short

[28:17] links to the long because retention is

[28:19] one of the number one things for

[28:21] YouTube. Retention rate needs to be

[28:23] above 85% whether it's a short or a

[28:26] [ __ ] long, especially on the long.

[28:28] That's in old patents as well. YouTube

[28:30] and shorts. All right. And remember when

[28:32] people argued with me about this, THEY

[28:34] ARE I'M NOT DOING THAT. AND then they

[28:37] saw shorts do what they did in the

[28:39] surfs. H you should have listened.

[28:41] Yeah. Oh, that's a whole another story.

[28:43] And you could force that, too.

[28:46] All right. After that, now we have all

[28:48] this content, right? this PA blog post,

[28:50] GMBB, Pinterest, LinkedIn, blah blah

[28:52] blah blah blah. Now, we take the audio

[28:54] file from the video or take your

[28:57] article, put it in Notebook LLM.

[28:59] Everybody know what Notebook LLM is. Put

[29:01] it in Notebook LLM. Get the audio file,

[29:04] upload it to Soundcloud. I use Podbean.

[29:08] You could use Buzz Sprout or whatever

[29:09] you want. Podbean or Buzz Sprout or

[29:13] podcasting syndication networks. So, you

[29:16] upload an episode once and it gets

[29:19] syndicated to all the top [ __ ]

[29:21] podcasting sites. It's the most sexiest

[29:23] thing in the world. You add that in with

[29:25] the social. I mean, we have a whole

[29:27] world. You guys understand what I'm

[29:29] teaching you how to do, bro? There's a

[29:31] multimedia blast of undeniability for

[29:34] that paa. I'm him. That's it. And then

[29:39] you just rinse and repeat. Rinse and

[29:40] repeat. Rinse and repeat. Service by

[29:42] service based on what Joy said the other

[29:44] day. What brings the most revenue? What

[29:46] keeps the people the most busy? And when

[29:48] we rocking that out, what's the next one

[29:49] on the list? Feel me? All right, guys.

[29:53] Then it's not over yet. Now I can embed

[29:57] every single one of those things cuz

[30:00] like my boy Nester, we've been embedders

[30:03] for quite a while, right? Stacks on

[30:06] stacks on stacks, bro. So I grab all

[30:08] those embeds and I go do a Google stack.

[30:11] I go do a [ __ ] cloud stack in Neo.

[30:13] And then I do the new wiki blast inside

[30:16] of Neo. Then I have my own custom

[30:18] diagram. I'm not sharing with nobody.

[30:19] Sorry, not yet. And I do that. Got to

[30:21] test it super thoroughly. Then we'll

[30:23] release it. And when I do that, and I'll

[30:26] show you examples of all this. I just

[30:27] want to get through the slides and if I

[30:29] have time or later show you the [ __ ] so

[30:31] it really hits all you take it into the

[30:34] wiki or the cloud stack and on one page

[30:37] you have like everything you just did,

[30:40] right? You follow what I'm saying?

[30:42] mentally everything is embedded. Now go

[30:45] to your money site if your client will

[30:46] let you and do the same thing. If they

[30:48] don't, then [ __ ] it. That's on y'all. I

[30:50] do it every time. So what I mean is if

[30:53] you go to my website for a blog, a paa,

[30:56] you're going to see a video, a real, a

[30:59] Tik Tok reel, a Soundcloud, a podcast, a

[31:01] embed im.

[31:03] It's like overwhelming.

[31:06] I don't care because Google ranks pages.

[31:09] I'mma make sure every single is on that

[31:11] page with that audio schema, video

[31:13] schema, FAQ schema, all of that.

[31:16] And that's how I've been. Yo, and if

[31:18] you're in my mastermind, bro, like you

[31:20] know, AI overviews ain't stressing y'all

[31:23] out cuz you ALREADY THERE. YOU ALREADY

[31:25] DID THE WORK. IT'S NOTHING NEW. PEOPLE

[31:29] are lying to y'all when they say this AI

[31:31] overview that bro they trying to sound

[31:33] smart and find different ways to tell

[31:37] [ __ ]

[31:39] DO WHAT I'm telling you and then come

[31:40] back to me and be like no Mike I think

[31:42] those guys are on to something. If you

[31:45] let AI tell you what queries to go rank

[31:49] and write content for, you're [ __ ]

[31:51] bugging. I don't give a [ __ ] how much

[31:52] prompt engineering you doing, bro. I'm

[31:54] forever in the search.

[31:57] the real SERs that change all the time

[32:00] because it's a LIVE ECOSYSTEM. ONE DAY

[32:03] THEY SHOW IN THE MAP PAD LIKE THIS. 20

[32:05] minutes later they showing it like that.

[32:07] Like if you in this [ __ ] bro, you know

[32:10] what I'm talking about. And if not, go

[32:12] sell and do what you do and listen to

[32:15] the guys that are here talking at rock

[32:16] stars because this is what we do. We eat

[32:19] and bleed this [ __ ] bro.

[32:22] This is just an example. Y'all can't see

[32:24] what it is, but in short, there's like

[32:26] three different versions. Like, I don't

[32:27] always do the whole stack, right? If I

[32:30] know I'm already ranking good, I got

[32:32] weight, brand is known, then I just do a

[32:34] GMBB post and put it on social the and

[32:37] the Soundcloud, you know, the podcast

[32:39] indication. Done. Ranks.

[32:42] If it's a competitive niche and you

[32:43] know, my team's not confident that alone

[32:45] will work, then we do the blog post

[32:47] version, what I just went over. Give me

[32:49] one second, then I'll come back to you.

[32:50] Right? And then if it's super

[32:52] competitive, I'm spending money on PRs,

[32:57] NOT PR, PRS.

[33:00] I WANT all the different RDS with the

[33:04] exact match on top of this stack. So

[33:07] imagine how many [ __ ] featured images

[33:09] I have with my PAA in it going all over

[33:12] the place. Then if you have powerful,

[33:15] very handsome friends from Long Island

[33:17] that have news networks that maybe let

[33:19] you tap into it, you know, you might be

[33:22] able to make a post and then tell your

[33:23] client, "Hey, go to the news tab and

[33:26] type your name in." And guess what THEY

[33:28] SEE? 300 [ __ ] SITES REFERENCING THEIR

[33:32] BRAND. AND YOU KNOW how they feel? Good.

[33:36] Sorry. You know that [ __ ] feels amazing.

[33:38] I remember the first time I saw my brand

[33:40] there. I was like, "Yeah, I was doing a

[33:43] little fat man dance, bro. I'm I'm a

[33:46] business owner.

[33:50] This is how it looks." So, this is on

[33:53] one social how to All right. Little

[33:55] backdrop. I did a public case study with

[33:58] this, you know, to show on. Now, listen

[34:01] to me. to prove Google ranks pages. The

[34:05] website was an instore with a like a

[34:08] home services theme. And if anybody

[34:10] remembers, let me know. I don't even

[34:11] remember, you know, but the homepage,

[34:13] the menu went to like home service or

[34:15] like a contractor, but it's for sell

[34:18] your house fast and it was linked to a

[34:20] GMBB. And then all the blog posts we did

[34:22] were all case studies to show this [ __ ]

[34:25] works. It ranked gang busters. It still

[34:27] ranks in the images. So feel free to

[34:30] type in that keyword and go to the image

[34:32] tab and you'll see a bunch of my

[34:33] properties what I just went over pack

[34:36] Soundcloud blah blah still there the

[34:37] GMBB is gone and the website got they

[34:40] hacked into my bro they got my GMBB gone

[34:42] they hacked into my website [ __ ] my

[34:44] whole house hosting I'm like damn bro I

[34:46] do a public case study this is what I

[34:48] get but it is what it is you know what

[34:50] I'm saying this is how it looks I don't

[34:52] know what we on this one of the socials

[34:54] but that's what it's like right exact

[34:56] match this is what it looks like on

[34:58] another social just so you can see. Oh,

[35:02] here's a little nug for y'all. It's only

[35:03] for 24 hours. It's only for 24 hours,

[35:07] but you can get an outbound link right

[35:10] here. Instagram,

[35:13] you put the thing, swipe up, and then

[35:15] these are the options right there. Link.

[35:18] You put your link, right? That's not a

[35:20] link obviously, right? Or put the the

[35:22] website. I'd put the paa there, right?

[35:27] And if it's a offer timesensitive,

[35:31] maybe that's when you hit up an

[35:32] influencer and be like, "Hey, guess

[35:34] what?" And then every day you post one

[35:35] of these with the link going up.

[35:38] If y'all knew the game, I'd be giving

[35:40] yall, bro. Huh? Same thing. Post. I'm

[35:43] just going to skip through this quick

[35:44] because I I just want y'all to see it

[35:46] though, right? You know, they're all

[35:47] every platform. Every platform.

[35:52] Another one. Same [ __ ] That's Oh yeah.

[35:54] Don't Don't forget about Reddit. And

[35:56] remember, Reddit is about brand

[35:57] mentions. Don't try to link out. Brand

[36:00] me. Just mention the brand. Just mention

[36:01] the brand.

[36:04] That's medium. Medium, bro. I don't

[36:07] know. I don't know why [ __ ]

[36:09] ever stopped with that [ __ ] right?

[36:11] Ever. Crazy. Medium is crazy. Tumblr is

[36:16] crazy.

[36:18] SoundCloud is a must. Anything you do,

[36:22] SoundCloud. I should have be on page one

[36:24] almost immediately.

[36:26] Tik Tok,

[36:28] YouTube,

[36:29] Soundcloud,

[36:32] podcast,

[36:35] Neo. Oh, man. Bro, this is the stack,

[36:39] right, with the social. These are social

[36:41] medias linking out to the social medias,

[36:44] right? These are semantic triples. This

[36:47] is what Elias had shared from that dude

[36:49] uh whatever DJ John or some [ __ ] linking

[36:51] out for the uh to the LLM shares right

[36:55] nap up here and then below which I'm

[36:57] going to show in another screenshot is

[37:00] all the embeds

[37:02] or I might have to show you the example

[37:04] because it's too big this is all

[37:06] embedded on the cloud site right you

[37:08] understand the tweet the Pinterest the

[37:10] LinkedIn the YouTube all embedded and I

[37:14] use rss.app app. No affiliate code,

[37:18] right? Just that's what I use. And you

[37:20] can make it look pretty instead of it

[37:22] just looking however the inbed looks.

[37:24] You can style that [ __ ] up, bro.

[37:25] Different. It's beautiful. All right.

[37:28] So, just a quick breakdown because you

[37:30] should know how to use Neo. And there's

[37:32] SOPs all over the place now that we

[37:34] made. Shout out to Greg. He took my

[37:35] SOPs, made them nice and beautifuler in

[37:38] uh Notion. But basically, log in, set up

[37:41] your cloud stack track, run the scan on

[37:44] the GMBB, create your content buckets,

[37:46] account buckets, campaign folder, and

[37:49] then set up a campaign. And if you

[37:51] follow the SOP, you're good.

[37:55] Here's what you could do with the

[37:56] content. You could add in, right, this

[37:58] is a new feature that they added in, my

[38:00] favorite feature, the nap blurb, right?

[38:02] So, you can add in nap website. Little

[38:04] clue, if you're going to run a wiki

[38:06] blast, right? That's a lot of links. Do

[38:08] not put the money site as the website,

[38:11] right? You can use spin text. So, you

[38:14] could put the website, the about us, or

[38:16] I wouldn't you I I wouldn't do that.

[38:18] What I do is I put the PAA page, right?

[38:22] And then all of the other assets and

[38:24] that's it because I don't need to link

[38:25] out to so many different things if I

[38:27] know where they're going and if I know

[38:29] they can take the beating, right? Tier

[38:32] one. This is what it looks like in the

[38:34] tool. So this whatever you dropped in

[38:37] here, you get a preview of it here.

[38:39] Again, I would not put the website

[38:41] there. That's an example, right? Or if

[38:43] you're running a smaller campaign,

[38:46] uh this is what the embeds look like.

[38:48] Again,

[38:52] linking to the paa

[38:54] sometimes. Yes. Not heavy though, but

[38:56] not heavy. And only if it's on the spin

[38:59] rotator. And then that one would have a

[39:01] lot of URLs to make sure. And this is

[39:04] why I run my own custom because that

[39:06] wiki blast is a lot and I want to send

[39:09] some links to the paa page, but I want

[39:13] to control the amount, right? So I run

[39:15] my own uh campaign. Good question. Uh

[39:19] you can embed almost all code. Okay.

[39:21] Yep. We went over that. We went over

[39:22] that. Oh yeah, don't forget you could

[39:24] embed the schema. So now you got schema

[39:27] on everything you throw in. All them

[39:29] wiki sites, all them cloud sites got

[39:31] your schema on it, right? There's

[39:33] examples here that I'll uh I'll get to.

[39:37] And this what I just went over is how

[39:40] when AI overview came out, I've been

[39:42] like

[39:44] and asking everybody that you know I

[39:46] [ __ ] with a Yeah. Yep. Yep. Yep. Yep.

[39:48] Yep. Yep. while we watch everybody else

[39:50] post about I cracked the new AI code and

[39:53] geo SEO and and nothing against none of

[39:56] them people bro because I'm not saying

[39:57] that they not smart or nothing I got all

[40:00] the data in the world to tell you that

[40:02] none of that [ __ ] is necessary or they

[40:05] making new words to say [ __ ] we already

[40:07] have known period people also ask we

[40:11] already went over this also this

[40:13] improves click-through rate we went all

[40:16] this builds trust with users that's the

[40:17] main reason why we're doing it and to

[40:19] sell them. This is just showing what

[40:21] they are. I think everybody knows what

[40:22] that is. Here's the quick overview. PA

[40:25] research. Make a blog post. Create the

[40:27] image. Make a GMBB post. Socially

[40:29] syndicated video, audio, and syndicated

[40:31] through POB SEO Neo and Google Clouds if

[40:34] you want. Get it indexed. There's no way

[40:37] you're rank. It's just about how long

[40:39] and how many you need to do and what

[40:41] else might be wrong. Right. Uh now,

[40:44] okay, now we're at the point of links.

[40:46] So then I'm done with that part. And

[40:48] then this

[40:50] that I'll send y'all later. All right.

[40:54] Go ahead. Question. I'm gonna go to the

[40:55] other slides quick and then I'll be on

[40:57] for

[41:03] the schema.

[41:07] No, you drop in your schema code.

[41:11] What was the question? But after

[41:17] you add it or you put it in

[41:23] no link the whole schema code that's

[41:26] what you're asking me right

[41:28] the in the yeah

[41:29] in the template

[41:31] yeah in the not blur

[41:33] blur okay

[41:39] this part maybe I'll show you later

[41:41] forget about Let me go to this because I

[41:43] just want to show you.

[41:45] Oh, Mike, one thing when you're ready.

[41:46] Yeah. Yeah. Go. Go.

[41:47] Okay. Um, if I did a search on a local

[41:49] one, something kind of competitive, AI

[41:51] mode, I'm at number nine, but I missed

[41:53] on your chart, let's say, three of the

[41:55] steps. I didn't do SoundCloud. I didn't

[41:57] do Pinterest and one or two of the

[41:59] others. When I go back and do those and

[42:01] I reindex it, typically would you see

[42:03] within a relatively short period of time

[42:04] a popup in AI mode as well as overview?

[42:07] It kind of depends, but potentially.

[42:09] Yeah. I don't have a lot of experience

[42:11] with that, bro, because for so long we

[42:13] just do the whole thing or the mini

[42:15] variation of it. Um Sean, have did you

[42:18] encounter that by any chance?

[42:21] Get him the mic, please, if you guys

[42:23] don't mind. How much time do I have?

[42:25] Yeah, because sometimes I think Mike's

[42:27] full of [ __ ]

[42:28] so I don't do everything he says.

[42:32] still bits and pieces honestly that I'm

[42:34] I I'm like Michael will say hey I

[42:37] implement I do but I haven't like

[42:39] there's not every single one of his

[42:40] steps that I do. So sometimes I'll go

[42:42] okay now I have I got my processes down

[42:45] I'm going to put this new thing uh for

[42:47] instance I've coded a podcasting system

[42:51] um and so we just recently started doing

[42:54] that and we're noticing immediate

[42:56] impacts from the way we're doing pod

[42:59] beam with my five coding system. So

[43:02] yeah, as we pick different things and

[43:04] you know and the other thing is Mike's

[43:05] just giving you a framework. You got to

[43:08] like open it up to like everything you

[43:09] can think of,

[43:10] okay?

[43:12] All social. I don't care if it was back

[43:14] to like MySpace days. Think of all the

[43:18] [ __ ] [ __ ] that's been out there for

[43:20] all [ __ ] time.

[43:22] Guys, real quick, you see all I'm scr

[43:24] I'm give showing you an example of the

[43:25] week stack.

[43:27] Um,

[43:29] Mike, here's a here's a good question.

[43:31] So, some of us handcode schema.

[43:34] Are we doing our hardcore enhanced

[43:37] schema or are you doing a more

[43:38] simplified version of your schema?

[43:40] If it's a paa, no, you want this, you

[43:42] want this a baby version of what you

[43:44] got, but video audio, right? You want

[43:46] the image schema,

[43:47] page types,

[43:49] not your homepage.

[43:50] My scheme is longer than my entire

[43:53] website. [ __ ]

[43:54] Correct.

[43:54] Okay. So you see guys, everything is

[43:56] embedded on this cloud site, right? We

[43:59] found recently now that we're ranking in

[44:01] the AI overview with the SEO Neo stacks

[44:04] like this, just by stacking the [ __ ] up

[44:06] and then not even doing no traffic or

[44:08] nothing. Just that alone. Any other

[44:10] questions?

[44:17] Why don't I send So no, the wiki creates

[44:20] a lot of links. So, and I don't want to

[44:22] send 400,000 links to my website

[44:26] link velocity.

[44:27] If there's time later, I'll show y'all

[44:29] the other slides and the the tool that

[44:31] shows everything. Um,

[44:33] and if not, I I'll try to record

[44:36] something for y'all. Any questions,

[44:38] yeah,

[44:40] you're great at what you do. It's

[44:42] amazing. Love it. And

[44:46] I obviously don't have the time to start

[44:49] this. and you have a a much bigger lead

[44:53] time on this.

[44:56] Is there any way we can get you or let

[44:58] me personalize it. Is there any way I

[45:00] can get you to do this for my clients

[45:03] or do I have to do it on my own? Hit me

[45:06] up, mate. Brian and Greg, you see what I

[45:09] mean? I need some help. Yeah, hit me up.

[45:11] We'll see. One second and then I'll get

[45:14] out of here, please. Because I just want

[45:16] to show this

[45:22] Neo, you've never heard of it.

[45:27] Oh my god. Ann, can you help me please?

[45:30] Can you just get this open quick? I just

[45:31] want to like fly through this real

[45:33] quick.

[45:35] No, not that's not what I'm showing. But

[45:38] okay. Okay. Okay. I'm not no pitching.

[45:44] So, the slides I really wanted to have

[45:47] has a patent and an explanation of a

[45:49] patent with a diagram to show in y'all

[45:53] terms. You know, joking, right? Geeky,

[45:55] nerdy. I'm a geek and a nerd, too, bro.

[45:57] Proud of me. Right. And I read the

[45:58] patents. It's confusing, but that's

[46:00] where I get this [ __ ] from.

[46:05] Oh, man. All right. Forget it.

[46:07] Just a PDF. It's wanting me to sign in.

[46:09] It won't go big. You know what? Close

[46:11] that. Open up that PowerPoint then in

[46:13] the same folder. Maybe that'll be

[46:15] easier.

[46:16] Yeah, it's right in there.

[46:20] Yeah, let's see if that works. If not,

[46:22] then [ __ ]

[46:26] Okay, great. So, who you are? Oh, and

[46:29] then then it's the one without the

[46:30] patents. Never mind. I'll I'll post it

[46:32] up next time. Oh, okay. Here we go.

[46:33] Here's some of them. Right. So, like

[46:35] Google trust social media. There's a

[46:37] patent. Go look it up. I put it there so

[46:39] y'all can go look it up because I know

[46:40] it. Right. Bang, bang, bang, bang.

[46:43] Social media patents. Bang, bang. Author

[46:46] ranking system. Why is eat so important?

[46:49] Brian Winnham. Why is eat so important?

[46:51] Because of that patent right there,

[46:53] right? He knows. All the patents that I

[46:55] have are there. Trust rank. Why I come

[46:57] up with the stuff and what made me go

[46:59] there when I started doing all the uh

[47:01] things. So, I'm going to merge both

[47:03] slides together because the way it's

[47:05] supposed to be is the slide I showed

[47:06] you, then beneath it, the patent

[47:08] explanation. slide I showed you like

[47:11] Marino version patent Marino version

[47:15] patent so that then hopefully you'll

[47:17] implement without no question don't let

[47:19] my book you know don't don't miss out so

[47:22] that's enough for now if there's no

[47:24] other questions if there's time later

[47:26] I'll show you because I downloaded a

[47:28] bunch of examples that I just got to

[47:30] upload in the tool so you can see how I

[47:32] analyze and scan through things in bulk

[47:35] right the only other thing I didn't

[47:36] touch on one quick second is I touched

[47:39] on images, right? With text, it's all

[47:42] about tropical trust flow, right? You

[47:45] got to be in the right niche, not link

[47:47] building, content writing, entity-wise,

[47:50] okay? And you have to have a positive

[47:52] sentiment, especially with reviews. So,

[47:55] what I did is I scraped the top 10 pages

[47:58] in the 10 different cities. I could

[48:00] upload them all at once, and we'll see

[48:02] the same category on all 10 articles

[48:04] every time. I did 10 random locations

[48:07] and I promise you they'll all be on

[48:08] point. Maybe one thing that'll be a

[48:11] outlier. Any questions? Who you are,

[48:15] what you do, and where you do it. Don't

[48:17] over complicate [ __ ] A pa answers a

[48:20] question for a service or a product, and

[48:23] that's what your client sells. Services,

[48:26] products, and SKUs, coaching, I don't

[48:28] care what it is, they all sell

[48:31] something, bro. Right? This applies to

[48:34] all of it. And when I made a mini

[48:36] version of this with a little bit more

[48:38] advanced CTR stuff in Vegas, some people

[48:42] in the world caught wind of all the

[48:44] social referral and they've been off and

[48:46] running and none of the [ __ ] do

[48:48] local.

[48:50] So,

[48:55] Merlin's Magic Tools.

[48:58] Or you could just go Google to Google

[49:00] and do it one by one at a time. or go

[49:05] grab API keys, spend some hours and code

[49:08] something up. It won't take you that

[49:09] long. Um, whatever is going to work for

[49:12] you, bro. Listen, for a long time, my

[49:14] team was doing that [ __ ] on the free

[49:16] API. One image at a time, son. I'mma do

[49:19] whatever I got to do. Any questions?




============================================================
SEO Rockstars 2026: Day 3 - Nestor Vasquez
Video: https://www.youtube.com/watch?v=ildEzPIikW0
============================================================

[00:05] Hey everyone, morning. Um I I will All

[00:10] right. So um I I will start this um with

[00:14] a couple tricks that I have been finding

[00:17] in in in I gaming mainly um that you can

[00:21] easily apply in local SEO. Um it's not

[00:24] new for the records. It's not new. uh

[00:27] we've been using a lot lot for a long

[00:30] long time. Um but I was thinking maybe

[00:34] maybe some of you you you will find gold

[00:36] nuggets here. So uh my name is Neestor.

[00:39] I've been doing SEO um for plus 15

[00:43] years. You know, all all my presentation

[00:45] is is or oriented like Scarface stuff.

[00:48] You know, I really I've seen a lot of

[00:50] times Scarface, you know, and I feel

[00:52] identified with that stuff. And um yeah,

[00:55] I I started in in local like um eight

[01:00] nine years ago. Um but I was doing local

[01:03] in in Mexico, in Colombia, Argentina. Uh

[01:07] but the thing is like there were not

[01:08] like a big opportunity of business to be

[01:11] honest. And then uh I I changed the

[01:14] industry to magazines and I was leading

[01:17] uh probably the biggest magazine in

[01:19] Mexico about sports and yeah I run a lot

[01:22] a lot of of testings in when you have

[01:24] more data you can play a lot. Um and and

[01:27] I were I was really interested in in the

[01:30] dark side right and and then how can I

[01:33] trick this? Can I um uh mimic some um

[01:37] behaves, you know, and and then back in

[01:40] the days I was really interested by

[01:42] getting spikes on Google discover

[01:44] um and it was working at the time. I'm

[01:47] pretty sure right now uh things has

[01:49] changed but but still right then I moved

[01:52] to ecom ecom space and then I I was

[01:55] managing like big brands like like

[01:57] Motorola and other uh international

[02:00] companies and what I learned with that

[02:02] is like brand matters a lot right and

[02:05] even if you have the the the worst

[02:08] website ever you will rank for sure if

[02:10] you had a big brand um then I I went

[02:14] back went back again to local um

[02:18] managing a couple companies here in the

[02:20] US and finally I'm I'm like mixing more

[02:24] in the I gaming space but

[02:28] those stuff works especially for tough

[02:31] niches like lawyers like um your money

[02:34] your life you can you can win easily

[02:37] that so um yeah as a nickname uh they

[02:41] know me as Mr. to kill as well for one

[02:43] reason and yeah I will I will start with

[02:46] this uh analogy I really like um to say

[02:49] like uh Tony Tony Montana you know you

[02:52] remember Tony this guy is the the home

[02:55] page and the GVP right the things that

[02:57] you can control right and you have money

[03:02] right you remember money mano uh this

[03:06] the off page right but there is one

[03:08] thing that we learned uh in this movie

[03:11] there's no Tony

[03:12] without manolo right so if you focus on

[03:15] in one thing you will not win right

[03:19] so um

[03:22] when when I when I talk about links um

[03:25] I'm talking every every kind of links in

[03:28] I gaming is very very important and when

[03:31] you have top ninjas you should grab

[03:33] every every single link even if that's a

[03:36] parasite um forum whatever they work

[03:40] it's not because they're not indexed,

[03:42] they're not follow, they they're not

[03:44] working. They they are doing something

[03:46] right. That's the reason why we're using

[03:48] Neo for example. I will I will show you

[03:50] a couple things about Neo. And who who

[03:55] here know this this blog? Um this is um

[04:00] White Spark. Do you know you're familiar

[04:02] with that block? It's amazing, right?

[04:04] All the data these guys dropped there.

[04:06] It's amazing. And I I grabbed this slide

[04:09] for for uh that blog. And we could see

[04:12] here all the ranking factors during the

[04:15] time or or the the the actions, the on

[04:19] page signals, review signals. If I could

[04:22] focus only in two things and that I was

[04:24] I was really um I could confirm with

[04:28] Bradley Brener's talk, he said like I

[04:29] only focus on reviews. That's reviews

[04:32] are so so powerful, right? Especially

[04:35] when they have keywords, especially if

[04:37] you can add photos, bro, you you will

[04:40] kill it with reviews, right? And also

[04:43] the on page signals that we have seen

[04:45] like optimize here in title, optimize

[04:47] here in descriptions, optimize here,

[04:49] many many places you you can add your

[04:52] keyword, right?

[04:54] So, uh you will have this this this

[04:55] presentation I will move u this this

[04:58] basically during the time how how

[05:01] important are those signals, right? And

[05:03] we could see here GVP right GVP

[05:07] everything you can do on the GBP

[05:11] so so powerful and I'm not saying only

[05:14] the things that naturally you can do on

[05:16] GBPs you can mimic a lot of in GBPs

[05:19] right um review signals still very very

[05:22] very important on homepage still toning

[05:25] right and then links right um behave CTR

[05:31] manipulation

[05:33] or natural uh citation signals and yeah

[05:37] some other social signals in casino we

[05:40] do a lot of social signals they they are

[05:43] really really powerful um and I

[05:46] discovered the social signals with with

[05:48] the magazine go ahead

[06:03] So you have signals and you have

[06:06] signals.

[06:13] I just want to be clear about that in

[06:15] the signal bucket or is that

[06:20] that's on the GVP bucket? Yeah.

[06:22] Okay. So the interaction

[06:24] they behave it should be website page.

[06:30] Um, we're good. Okay.

[06:36] And we know how how many of you guys uh

[06:40] have edited the the business

[06:42] description, sorry, the the title page

[06:45] of your your your title business

[06:48] profile, right? Have you keyword stuff

[06:51] that before? Right.

[06:53] Never.

[06:55] So,

[06:57] you know that if you edit that, you win.

[07:00] Game over, right? You're a king, right?

[07:04] But it's too risky. I got suspensions uh

[07:07] with by doing that. And that's true.

[07:10] It's against the guidelines. Um but what

[07:13] if

[07:15] if you have multiple accounts like

[07:18] many languages, right? So that that's

[07:22] that's what I'm um here to tell you.

[07:25] Create you should own your assets the

[07:27] same as you own PBNs.

[07:30] You should own an assets with different

[07:33] accounts in different languages. There's

[07:36] a good reason for that. Um I'm only

[07:39] giving you one good reason this and you

[07:42] can make suggestions and I'm I'm saying

[07:46] here don't do don't be evil because you

[07:49] can hammer a lot businesses with this

[07:52] but I I will show you one thing that you

[07:54] can do and you can suggest a translation

[07:59] right so uh in this example I'm creating

[08:03] one uh I'm using one account in

[08:06] Portuguese Brazil You can see here

[08:09] Portuguese Brazil

[08:11] and I'm making the suggestion of of the

[08:14] translated version of the GBP right

[08:20] um disclaimer here if you have one

[08:24] account and it's new account it works

[08:29] but of course if you buy account age

[08:32] accounts or I don't know local guides

[08:36] Right. Local guides work even better.

[08:39] Right? So, um, when you suggest a

[08:43] translation, I run this search here.

[08:45] Right? And, and I'm not, disclaimer, I'm

[08:48] not doing anything to these businesses.

[08:49] I didn't make any changes. I'm just

[08:51] showing you best taco shop in Dallas. We

[08:54] could see the top three results here.

[08:57] And let's say this is my brand. I don't

[09:00] have the keyword here in the name, but I

[09:03] can suggest this edit, right?

[09:06] So I log in in in you should you should

[09:10] use many uh profile uh account manager.

[09:13] I use ads power personally. Um and you

[09:17] can proxy every every bucket and in in

[09:20] in those buckets you you can suggest the

[09:23] edit like this. So search search the the

[09:27] keyword uh find out the business and

[09:31] then you you suggest the translated

[09:35] name. So the English version is what it

[09:39] is right the brand but

[09:43] but

[09:44] right [laughter]

[09:46] it's keyword topping man. Yeah. Yeah. So

[09:52] yeah, it works pretty well. Um, don't

[09:55] abuse it, right? Do only once and and

[10:00] run in in tested uh in testing sites,

[10:02] right? Never never in real. So this is

[10:06] one example. I run a search and this is

[10:09] my testing GMBB, right? Um, you could

[10:12] see my my keyword exact match keyword.

[10:15] So uh when when I when you run CPR

[10:17] whatever uh sometimes you need to make

[10:20] or create or duplicate account duplicate

[10:22] campaigns because uh the bot will not

[10:26] find your property right so it will find

[10:29] your keyword stuff version right so yeah

[10:33] those are real businesses this is my

[10:35] test

[10:36] and then now let's talk about uh off

[10:39] page I will bringing you about how I do

[10:42] uh how I like SEO as Well,

[10:46] um, basically my my tip here is Neo

[10:49] everything, everything. Uh, you create

[10:52] one asset, one citation, one PBN, one

[10:56] guest post, everything, everything. Even

[10:59] even if you're using like press

[11:01] releases, you can also blast your press

[11:03] releases. It's amazing. And also, um, I

[11:08] want to mention that it's nice to test

[11:10] new diagrams, right? I mean, I'm not

[11:13] saying there something wrong in in the

[11:15] diagrams. They're cool. They're amazing,

[11:17] but you got to test and create your own

[11:19] diagrams. It's it's amazing. Um, and

[11:22] it's it you can you can mimic like like

[11:25] tools. In the past, I was using GSA. I

[11:28] mean, I'm still using that, but um you

[11:30] you can create the the diagrams very

[11:32] similar like like we had in the past,

[11:34] right?

[11:38] Um when when creating content in SEO Neo

[11:42] uh one of the big challenges for me is

[11:44] was like um I like the content but but I

[11:48] want to use the content for my parasites

[11:50] because um I don't want to be working a

[11:53] lot in creating content for parasites.

[11:56] So I I did um an implementation really

[11:59] basic uh I will share that prompt at the

[12:02] end. Uh then you just switch this uh at

[12:05] the time that you create this content.

[12:07] Um raise your hand if you're using this

[12:10] stuff the custom uh in Neil. Hey couple.

[12:13] Yeah.

[12:14] What's that?

[12:14] That's [laughter]

[12:18] and and um yeah that that's pretty much

[12:20] it. And just

[12:24] my my buddy James I a lot with him. Uh

[12:27] rest in peace James. Um, I always go

[12:31] back to his YouTube channel. Just

[12:34] amazing, right? Um,

[12:36] real quick, that's the James Slatter

[12:38] SEO.

[12:39] James Slattery SEO. And it has a link it

[12:42] has a link to his channel

[12:44] and yeah, he he taught me a lot about

[12:47] um, use databases

[12:51] when you're building images. So, it's

[12:54] not only the image that you upload to

[12:56] your WordPress, right? You can use the

[12:59] same image to populate in multiple

[13:02] databases, right? And then you can embed

[13:06] embed embed many times that that stacked

[13:10] image in many like like tools like Neo,

[13:13] right? You you can create 1,000 embeds

[13:16] of this image. Uh Pinterest, I use

[13:19] Pinterest in my daily basis. It's

[13:20] amazing for stacking images and also for

[13:23] ranking images. It works pretty well.

[13:27] um GVP post. No, no, not the post

[13:30] exactly. There was some mistake. It's

[13:32] the photos on the GMBB, right? This if

[13:34] you use Pepler, you can extract all the

[13:37] these URLs are hosted in Google and

[13:40] that's amazing, right? You got to use

[13:42] all all these properties. Um

[13:46] Amazon S3, right? It's the the buckets

[13:49] on the clouds. If you're still using

[13:51] clouds, I'm still using clouds in my

[13:53] daily basis. Those are amazing. not

[13:55] exactly for ranking because um they

[13:58] might not rank right now. Mo most of

[14:01] them they don't they don't outrank my

[14:03] properties but they there's still links

[14:05] you know like you can host a lot of

[14:07] things over there. Um

[14:12] and also I want to uh share with you

[14:15] that you you got to play more that we

[14:18] have available uh by default, right? Um

[14:22] you know when you go you go to your

[14:24] maps, you only see three versions three

[14:28] versions of of the map that you can you

[14:30] can extract. There's the small map, the

[14:33] medium map, and and the large map,

[14:35] right? But you can also play with

[14:38] zooming you know going to multiple

[14:40] points and you will have always a

[14:43] different URL parameter here that is

[14:46] changing all the time and that that's

[14:49] what what you can use. So don't don't

[14:51] stay only with three. Use your if you're

[14:55] doing local SEO you will see you're not

[14:58] ranking well in many areas. So you can

[15:01] grab those locations or or point those

[15:04] in that location and you can embeds a

[15:06] lot a lot create a lot of embeds, right?

[15:10] Um this is just my technical setup that

[15:13] I do with SEO. This is very technical.

[15:16] Uh the the servers that I use are

[15:19] normally um big big servers plus 50

[15:22] cores and we can do we can run a lot

[15:26] with plus 100 threads and the reason for

[15:29] that is because um normally when when we

[15:32] set up this for one company uh we don't

[15:34] only play with Neo uh we we do CDR and

[15:38] all other stuff so we create multiple

[15:41] properties with crocs or other um v

[15:45] virtual machines, the other tool that

[15:48] you can create multiple virtual

[15:49] machines. You have a a lot of slots and

[15:51] all your VAS can log in and play. Um,

[15:55] yeah, this is just

[15:57] page and the reason that I I use no six

[16:00] is because pricing it's so cheap and

[16:03] probably the best pricing I have seen

[16:05] for these kind of servers.

[16:09] No six. No. Yeah, they're based in the

[16:13] US. in one person. No.

[16:18] What?

[16:19] Post.

[16:20] Post notes. I haven't tried that. I

[16:22] should

[16:24] post notes.

[16:26] Um, have you used guacamole here? Right.

[16:30] Um, this is amazing for your VAS

[16:35] um, and for your protection. If you

[16:38] don't want to be hacked, uh, you got to

[16:40] hide with a mask. And with guacamole you

[16:44] can do that, right?

[16:46] So h yeah and yeah because if you don't

[16:50] use this you are using your real IP

[16:53] right and yeah some someone can you can

[16:57] get in trouble if someone finds it

[17:00] right. Um here in the reasons that I

[17:03] like guacamole is because it's only one

[17:06] uh one access and then you can manage

[17:11] that means when when you work with PAS

[17:13] you don't share them the real IP to your

[17:16] your team you just share one user and

[17:19] password and if if they just stop

[17:22] working with you you just kill the user

[17:24] and password that's it you you never are

[17:26] in risk by using this um the The second

[17:30] reason that I like it's because um

[17:34] it's it's so easy. You can change

[17:37] multiple languages. You have teams in in

[17:39] other offshore for example Vietnam and

[17:42] Philippines. You can set up also in

[17:44] their language. So it's it's it's

[17:46] amazing and I used to host it this in a

[17:48] subdomain

[17:50] and you can use your main domain or you

[17:52] can use a random domain right if you

[17:54] want more sec more security in your

[17:57] site.

[17:59] Um it it does that's how it looks right

[18:02] multiple um servers and it's so easy

[18:06] right now probably I have I own like

[18:08] maybe 50

[18:11] like network and right now I want to

[18:13] show you one technique that it's it's

[18:15] it's just one idea and one way to do

[18:20] this right because I found like many

[18:24] many many ways to do that but uh I would

[18:27] just want to show you one um this this

[18:30] is called the mirror mirror technique. I

[18:32] guess Charles mentioned that before the

[18:34] mirror. Um, but basically you can create

[18:38] any property that ranks well and mirror

[18:43] in other place, right? Um, we use this a

[18:49] lot in in casino and

[18:52] if you want to rank anything, you go

[18:56] YouTube right and create the video

[18:59] shorts and you will kill it. If you

[19:02] don't own that assets, those assets, you

[19:06] can take

[19:09] a real uh YouTube video that is ranking.

[19:13] And in this example, I'm just taking the

[19:16] ID of the YouTube video, right?

[19:20] Then you grab this ID and you create

[19:23] your property.

[19:27] The challenge it's not that easy like

[19:29] going to WordPress and create the page

[19:31] and create the ID because sometimes in

[19:34] WordPress you don't you're not allowed

[19:36] to create this stuff. But if you build

[19:39] that stuff in JavaScript or some other

[19:42] stuff I'm building with Nex.js and you

[19:45] can you can all right

[19:47] um this is how it looks like. um

[19:51] create the page and in your PBN then

[19:54] create the subfolder videos for example

[19:56] and after the video folder place the ID

[20:01] right this is how how you do that and

[20:03] and then of course it it will not rank

[20:06] only like that you you it's better when

[20:09] you grab an expired domain when you have

[20:11] a PBN you know blah blah blah links

[20:14] links links and and after that you will

[20:18] be ranking for a very competitive

[20:22] keyword,

[20:30] right?

[20:32] Yeah.

[20:34] Place the ID.

[20:35] Here is here is like the example how it

[20:37] looks.

[20:44] Oh, no. It's it's just next year. Yes.

[20:47] Next year. Yes. But um yeah and then

[20:50] upload that JavaScript into the property

[20:54] and then bang right.

[20:57] Um the beauty of this trick is not only

[21:00] for ranking that competitive keyword,

[21:03] you can do a lot because if your page is

[21:06] ranking for a highly competitive term,

[21:10] that means that Google crawls a lot that

[21:14] page indexing whatever right you can do

[21:19] a lot. Um,

[21:22] the reason that I'm showing this with

[21:23] with um a PBN example, it's because it's

[21:28] easier to redirect. And to be honest,

[21:31] before coming to this conference, I

[21:34] didn't have any I I had the the the idea

[21:36] that it could be doable in other

[21:39] properties like cloud stacks because I

[21:41] play a lot with clouds, but I didn't

[21:43] have the answer. And that's the beauty

[21:45] of this conference. you should come who

[21:48] who didn't had the chance you should

[21:50] come next time because the power of

[21:52] networking right I figured out the

[21:54] answer just by talking here you know

[21:58] that this is it's beautiful um and then

[22:01] uh yeah but you can redirect after this

[22:04] to any property you have in in I gave me

[22:06] of course you rank for this term and

[22:08] then bam go to the affiliate page right

[22:12] and yeah that that's that's amazing you

[22:18] Yeah. Yeah, that's a good question.

[22:19] Sorry, I forgot to mention you you embed

[22:21] the video as well. And the it doesn't

[22:25] have any schema any tricky. It's only

[22:28] meta title and meta description. That's

[22:31] it. You can build it in 10 minutes

[22:33] maybe.

[22:38] Uh yeah, I take just the exact match

[22:41] title of the video.

[22:44] What is

[22:46] the title of

[22:48] you're you're ranking for uh the title

[22:51] of the video here. That that's that's

[22:53] the beauty because you don't you never

[22:55] use your keyword here like traditional

[22:57] SEO, right? Um this is opposite. You use

[23:01] exact a parameter, right? Um

[23:06] but yeah, you can play a lot. This is

[23:08] just one idea. This is just one way to

[23:11] do that. There are multiple and when you

[23:15] feel when you feel boring just search

[23:19] any casino term you will find a lot like

[23:23] parasites like I don't know you you will

[23:25] find really really good stuff even in

[23:28] local I will not mention more in this

[23:30] presentation but local and casino

[23:35] is a huge

[23:37] um you can you can you can merge a lot

[23:40] that those those disciplines

[23:42] And this this is how it looks the search

[23:46] result of the index page.

[23:49] It's taking the thumbnail,

[23:52] right?

[23:54] So the goal with this [snorts] tech

[23:57] technique, it's just to drill the SERs.

[24:01] Sometimes u Google is showing one one

[24:04] result. I I wouldn't say blue links

[24:07] because there's no blue links anymore.

[24:10] uh but the pixels have an overorder.

[24:13] When you give Google new uh content with

[24:17] this kind of stuff,

[24:20] sometimes it changes, right? I'm not

[24:23] saying forever be because not for for

[24:25] all the keywords works but sometimes you

[24:27] will you will cause that Google will

[24:29] reorder the pixels and that's the

[24:32] opportunity because you're ranking for

[24:34] the you can you can rank easily for the

[24:37] organic results the main result and also

[24:40] you're ranking in the images section and

[24:43] if you are ranking number one for that

[24:45] term you can imagine how much traffic

[24:48] you can get from this

[24:51] Um

[24:53] all right and this is just one uh one

[24:56] thing that

[24:58] we we all get proxies right and getting

[25:01] proxies um it's it's that the proxies

[25:05] are the reason why your software your

[25:08] CPR whatever you're playing um it's not

[25:11] might not be working right uh mo most of

[25:14] the suppliers that I know they're

[25:17] they're using IPv4

[25:20] Right. And IPv6 is a huge huge

[25:23] opportunity. The there there is some

[25:26] complications as well implications as

[25:28] well. Uh for example, not all all the

[25:30] websites uh can read IPv6. That's true.

[25:34] But mostly all the websites read IPv6.

[25:38] And IPv6 basically you can clone your IP

[25:43] your your proxy. So in in a way that

[25:46] you're using one proxy in IPv4, you can

[25:49] use the same proxy in IP IPv6. You can

[25:52] play with both. That means if you're

[25:55] buying a plan with 1,000 proxies, you

[25:59] can double that easily. But the the main

[26:02] reason that I'm telling you IPv6 is a

[26:04] huge opportunity, it's because there are

[26:07] thousands or maybe a lot there. There's

[26:09] a huge number. You can you can Google

[26:11] how many IP IPv6 proxies there are in

[26:14] the world. You have no life to explore

[26:17] IPv6, right? And and you're playing

[26:21] different. That that's the main in SEO,

[26:23] right? When when you're playing a bit

[26:26] different, you have better

[26:27] opportunities, you know, like you're

[26:29] doing something that not everyone's lo

[26:31] is using. You're not using the same

[26:33] proxies that everyone are using and so

[26:35] on. So um it's it's not it's not that

[26:38] easy to find. Maybe uh with some other

[26:41] years a couple years in in the future we

[26:43] will see some supplier that can offer

[26:45] that and will be more um available

[26:49] accessible but but uh for now I just

[26:51] want to mention there is a huge

[26:53] opportunity to explore IBV6 alternatives

[26:58] and here I'm just giving a couple

[27:00] resources. Um, this is the prompt that I

[27:03] shared for SEO Neo and this is one video

[27:06] about CDR manipulation that you can take

[27:08] a look and that's pretty much what I

[27:12] have.

[27:26] probably be.

[27:30] Okay, raise your hand if you want a

[27:32] question.

[27:35] Are you using anything for Pinterest as

[27:37] far as tools to post? A lot of them.

[27:43] Sorry, please interrupt, please. Uh, any

[27:45] tools for Pinterest to do your posting

[27:49] for Pinterest? use Pinterest in your SEO

[27:52] stack and if so how?

[27:54] Um, no I'm I'm just yeah no I'm I'm not

[27:58] using any tool for Pinterest. I'm just

[28:01] uploading directly.

[28:08] Any questions Spanish or English?

[28:18] when you were going over just use this.

[28:22] You basically took somebody else's uh

[28:24] video, put it on your PBN.

[28:29] You showed the URL, but when you showed

[28:31] the page,

[28:33] what's on the page?

[28:35] It's only the video, the embed embedded

[28:37] video.

[28:38] The embedded video. So, it gets indexed.

[28:41] Once it gets indexed, you just redirect

[28:43] it to wherever you want.

[28:46] Yeah, this is one idea. redirects one

[28:48] idea. But but if that's a very high

[28:51] competitive term, you can index

[28:54] whatever, you know, like embed whatever,

[28:57] you know,

[28:59] you didn't embed on the page.

[29:00] No, because

[29:01] you just one thing, let it rank and then

[29:03] you just 301 it.

[29:04] Yeah. I mean that that's what how we use

[29:06] in casino because we just redirect to

[29:08] the affiliate page, right?

[29:10] How long do you wait after an index?

[29:14] Um well um it depends how how

[29:16] competitive is the keyword but um

[29:19] regularly it's like one week maybe.

[29:23] Yeah.

[29:27] Yeah. It's somewhere else. So you're

[29:29] killing it for a SEO, right? SEO

[29:34] YouTube channel for example, right? I

[29:37] can grab your your video and plug it in

[29:40] a parasite.

[29:45] Yeah, sorry. That's a go.

[29:51] Just dropped. I'm gonna take you back a

[29:52] little

[29:54] while. I'm not doing that, but now I

[29:57] want I'm going to start doing it again

[29:58] to add that in. Right. I would uh

[30:01] get an exact match domain like we talked

[30:04] about yesterday, right? whether it's

[30:05] directory, city, you know, top things to

[30:07] do in Sarasota, whatever it is, grab all

[30:11] the top ranking videos, download their

[30:13] thumbnails, right? And then put it on

[30:16] there and make it kind I even had news

[30:18] sites approved. Shout out to Brian Win.

[30:20] They were all YouTube videos before they

[30:21] shut that [ __ ] down. Then we were even

[30:23] getting Twitter account, social medias.

[30:26] Um, with this trick, I'm asking here a

[30:29] question, Nether. Uh, could I use my own

[30:32] videos so that and then when the thumb

[30:35] if I the thumb send CTR to that to make

[30:39] it stick will it stick because I

[30:41] couldn't see that screenshot from back

[30:42] there. But was that a image? I tried to

[30:44] do the search.

[30:45] Oh yeah.

[30:46] That was the image knowledge panel.

[30:47] Thumbnail of the thumbnail of the

[30:50] YouTube.

[30:50] Yeah. On the image tab.

[30:52] Yeah.

[30:52] And it was the only image on the whole

[30:54] page.

[30:55] No, only the is is the image. It's the

[30:57] image. one image on

[30:59] one image you the goal is to show up in

[31:02] in the organic

[31:03] correct but you when that screenshot

[31:06] could you pull that screenshot go please

[31:07] because I need to know what I was

[31:08] looking at you know how I am

[31:10] this one

[31:11] yeah right here so what's over here you

[31:14] blur it out or nothing the way it

[31:16] that's what I'm saying what's below this

[31:19] nothing

[31:19] that's what I'm saying this is called

[31:20] the image knowledge panel that's what I

[31:22] call it these are [ __ ] hard as [ __ ]

[31:25] to get

[31:26] and then if you get it drops off. Right?

[31:29] That's what I went through.

[31:31] You're telling me this is not your

[31:32] video. What I'm asking you, Pana, is I

[31:34] want to do this with my video.

[31:36] Okay.

[31:37] Then

[31:41] we want to run it.

[31:43] That's some slick [ __ ] Cuz then if we

[31:45] throw a redirect on it, [laughter]

[31:47] anybody got any questions?

[31:51] And if y'all not using YouTube, oh my

[31:53] god. Like, where the [ __ ] have you been?

[31:57] Just one other little trick you could do

[32:00] too. Uh Lynch Butler actually he

[32:03] mentioned it few years back that you can

[32:05] change the canonical to the actual page

[32:09] that you want to

[32:12] copy the juice and then do the redirect.

[32:15] Wow. That's that's kudos to Clint

[32:17] Butler.

[32:26] Don't be scared to take videos and just

[32:28] throw them on cloud sites. Throw a

[32:30] little video object schema on there.

[32:33] Throw an image on there. Image, you

[32:35] know, sport ain't got to be fullown,

[32:38] right? If it's video

[32:41] that hard,

[32:46] but it makes it a lot.

[32:49] Good stuff, Nether. So looking at this

[32:51] screenshot here, have you done anything

[32:53] else with any other type of parameters

[32:55] like knowledge graph ids, machine

[32:57] readable IDs or anything else like that?

[32:59] No, not to be honest. I'm not

[33:00] start get going. [laughter]

[33:03] Jump down that rabbit hole.

[33:15] Those auto I'm sorry. Do you take the

[33:17] videos that you embed um on the website

[33:19] even though they're not yours, but um do

[33:22] you embed there's the old embed of the

[33:25] video code even though it's not your

[33:26] video in particular, but because you may

[33:28] have put on your site, is there a way to

[33:30] embed it where the video also appends

[33:32] your do your personal parasite.com

[33:35] to get like like an auto embed uh lips

[33:38] or something like that? I know like you

[33:40] have the YouTube repeat loops and stuff

[33:42] like that, but you'd be just generating

[33:44] views to that guy's channel if it's not

[33:46] your video, but is there a way to get

[33:48] the video to run where the but also it

[33:50] simultaneously would append your.com

[33:52] because you've embedded off your site

[33:53] and then run it through anything like

[33:56] that? I I don't know how it would be

[33:57] done, but that's at a top level view.

[33:59] That's what I was thinking you could do

[34:00] to get more

[34:02] more traffic back because because the

[34:03] view count would come through your

[34:05] domain as the referer to the actual

[34:07] video that's a third party channel

[34:09] video, right?

[34:10] Yeah. Yeah.

[34:11] How would you do that then? Is there any

[34:12] way to then take that video and then get

[34:15] more value to add almost add more

[34:17] backlinks or embed watch time to

[34:19] therefore make your parasite.com your

[34:21] expired domain that you purch.com to get

[34:24] more authority because people are then

[34:25] quote coming to it to watch a video with

[34:27] X amount of watch time for analytics but

[34:29] you as the referer for the embed is

[34:31] getting some credit as well. Is there

[34:33] any way to do that? No, I mean like at

[34:36] the time that I created the parasite, I

[34:38] just blasted with PBNs and you know like

[34:41] Neo stuff, GSA

[34:44] because also because the way you

[34:45] structured it, could you also

[34:46] theoretically because that is that a

[34:48] static page or is it a blog post on

[34:50] WordPress?

[34:51] Static static. So there's no RSS that

[34:53] you could then put out to another thing

[34:54] where people then could watch the video

[34:55] on a third party.

[34:56] No, but but could create like Yeah, for

[34:59] sure. You could create like an address

[35:01] stuff

[35:02] to to push out to to your think to add

[35:05] more value to your do I mean at some

[35:07] point there's diminishing returns. I get

[35:08] it. But

[35:09] yeah,

[35:10] I'll talk with the operator. Thank you.

[35:11] You you just got my brain going on

[35:13] something. Thank you.

[35:14] Appreciate it.

[35:19] Any other questions for Nester?

[35:22] Cool.

[35:23] Thank you. Y on the