# SEO Rockstars 2026: Day 2 - Brian Kato

**Video URL:** https://www.youtube.com/watch?v=rAsaQ04dSPQ

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## Transcript

**[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