SEO Rockstars 2026: Day 2 - Brian Kato

[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