# SEO Rockstars 2026: Day 2 - Brian Winum

**Video URL:** https://www.youtube.com/watch?v=HAr5HuQsazU

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## Transcript

**[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.