{ "conference": "SEO Rockstars 2026", "total_sessions": 19, "transcripts": [ { "filename": "SEO_Rockstars_2026_Day_1_-_Chad_Michael", "title": "SEO Rockstars 2026: Day 1 - Chad Michael", "video_url": "https://www.youtube.com/watch?v=RlDZEI1OTeQ", "transcript": "[00:04] Hey guys, how you doing today?\n\n[00:07] Good. Good. So, I'm gonna just walk\n\n[00:10] through video. I have this feeling just\n\n[00:12] talking with folks that people know that\n\n[00:15] they need to add video into their mix,\n\n[00:17] but they don't know where to start or\n\n[00:19] how to have success with it or in a way\n\n[00:21] that doesn't look cheesy. Um about four\n\n[00:25] years ago\n\n[00:27] I built a video maker tool and um I've\n\n[00:32] just been very very interested kind of\n\n[00:35] obsessed with that and how you kind of\n\n[00:37] get good at something is you just get\n\n[00:38] obsessed with it and you start doing it\n\n[00:40] and you get your reps in. Um the video\n\n[00:43] technology has come so far like three or\n\n[00:45] four years ago I would say it was\n\n[00:47] totally unusable. Like if you've ever\n\n[00:49] seen the like the Will Frell spaghetti\n\n[00:51] eating thing from the first generation\n\n[00:54] generative AI video, it was just all\n\n[00:57] kinds of horrendous like things of\n\n[00:59] horror films and now it's just all the\n\n[01:02] physics are very reasonable. Um it does\n\n[01:07] go out of line just like you've used\n\n[01:08] chated or claw to write something and it\n\n[01:11] starts going off on its own little\n\n[01:12] tangent and you're like what the heck?\n\n[01:15] That will happen in video two. We're\n\n[01:17] going to see some of that just a little\n\n[01:18] bit. But my whole goal here is just to\n\n[01:20] make this\n\n[01:22] very easy. Um because like I said, I had\n\n[01:25] built a a video tool. It's it's not\n\n[01:27] public or anything, but I had buy all\n\n[01:30] the tools out there because I want to\n\n[01:32] see like what they're doing and how\n\n[01:33] they're solving problems that I'm\n\n[01:35] solving and what um like what things I\n\n[01:37] can steal and put in my own product that\n\n[01:38] are like good. Um and so I'm going to\n\n[01:42] also show you mistakes and stuff too.\n\n[01:45] Um, so if that's okay, we'll just charge\n\n[01:48] forward. Um, I'm very used to\n\n[01:53] quote unquote being interrupted. I do\n\n[01:55] improvisational comedy on the weekends\n\n[01:57] and I've done that for 10, 12 years or\n\n[02:00] whatever. So, I'm happy to just riff\n\n[02:03] with anybody. You're not going to throw\n\n[02:04] me off. So, if you have a question, uh,\n\n[02:06] don't raise your hand, just speak\n\n[02:09] because timing is like everything.\n\n[02:12] Yeah. Yeah. Yeah. Yeah. There you go.\n\n[02:15] Um, so in a very in a very like 30,000\n\n[02:19] foot overview, there's basic this is\n\n[02:22] kind of what we're going to cover in the\n\n[02:23] in the slides. Um, so we're just going\n\n[02:27] to talk about how everything's\n\n[02:29] structured, some visual language things,\n\n[02:32] some tips and tactics. We're I I've kind\n\n[02:35] of designed this to be like a SOP, so\n\n[02:37] you can take this home. What's up,\n\n[02:38] Chris? and uh give it to your give it to\n\n[02:41] your VA and just have them like work\n\n[02:45] through it. Um so you're going to start\n\n[02:48] with a script and a story. Um\n\n[02:51] characters,\n\n[02:53] you're going to take those images,\n\n[02:54] you're going to put them in order um\n\n[02:56] without being too intimidating. That's\n\n[02:58] like called a storyboard. And then uh\n\n[03:01] you're going to take and make those\n\n[03:02] images into video clips. And then you're\n\n[03:04] going to stick all that together. Now,\n\n[03:05] there are some tools that have done some\n\n[03:08] of the work for you and and the one that\n\n[03:10] I'm going to show you primarily here.\n\n[03:12] Again, the whole idea is that it just\n\n[03:15] makes everything very easy.\n\n[03:17] And uh there's there's my sweet spot\n\n[03:21] right there where I don't get the sound.\n\n[03:23] Um so, visual language, we talk about\n\n[03:27] framing. So, how you frame a shot can\n\n[03:30] affect the emotional tone of the\n\n[03:35] of the of the sequence of the movie, of\n\n[03:37] the of the ad, of the creative, whatever\n\n[03:39] you want to, however you want to dice\n\n[03:40] that up in your head. And so, I want to\n\n[03:43] show you like what you'll see in the\n\n[03:45] movies and then I want to show you\n\n[03:48] um like a very real example of something\n\n[03:51] that we might be using. So, um this is\n\n[03:55] just kind of a reference shot here. This\n\n[03:57] kind of shows you like how we can frame\n\n[03:59] different things, but I'm going to break\n\n[04:00] down each one of these here. So, this is\n\n[04:03] called an extreme wide shot. The\n\n[04:05] character feels small, distant,\n\n[04:07] unfamiliar. It's very emotionally\n\n[04:09] detached. So, if you want to talk about\n\n[04:10] one of your competitors, for example,\n\n[04:12] you want to use like a shot like this.\n\n[04:15] Um, this is\n\n[04:18] uh this is a long shot. This is not an\n\n[04:20] extreme wide. This is just a a wide\n\n[04:22] shot. And it's mo mostly meant to show\n\n[04:26] the character with their surroundings.\n\n[04:27] So if you have some sort of ad and\n\n[04:30] you're talking about um you know\n\n[04:32] loneliness or not being able to find a\n\n[04:34] plumber or something and you you have\n\n[04:35] something like this um this is also a\n\n[04:39] long and wide shot.\n\n[04:43] Yes.\n\n[04:46] Yeah.\n\n[04:48] I I got this yesterday when we were when\n\n[04:50] we were shooting\n\n[04:52] guns.\n\n[05:02] So, this is a wide shot of of Mike in\n\n[05:06] the sunflower field,\n\n[05:08] just like I told you, I was going to\n\n[05:10] make it so that you could relate to\n\n[05:11] something. So, here's a full shot. So, a\n\n[05:15] full shot. You have bodies, you have\n\n[05:16] heads, you have feet, all in the same\n\n[05:19] shot. This is also a full shot of Merino\n\n[05:24] as Thor.\n\n[05:36] Sorry, he's don't have glasses on.\n\n[05:40] Guys, if you hear a phone ring real\n\n[05:42] quick, it's cuz I'm trying to find\n\n[05:43] myself. Sorry that the rings is not a\n\n[05:45] deal.\n\n[05:46] No, I ate it.\n\n[05:51] This is a UCG photo. Not quite a full uh\n\n[05:56] this is a medium shot. These are I'm\n\n[05:57] trying to pick things from movies and\n\n[05:59] things that you know. So, this is where\n\n[06:02] you're comfortable with the characters\n\n[06:03] or you don't see their feet, but you get\n\n[06:05] the idea. It is above the knee. That's\n\n[06:07] important.\n\n[06:10] Is this Mike?\n\n[06:13] The AI just got caught up with\n\n[06:14] sunflowers and Mike.\n\n[06:19] I don't know. It's missing your chain. I\n\n[06:20] can see that. The AI just got kind of\n\n[06:23] obsessed with sunflowers, Mike. I can't\n\n[06:25] I don't know what to tell you.\n\n[06:28] Also, a medium shot. This is a cowboy\n\n[06:31] shot. That's where you cut somebody off\n\n[06:33] at the the knees. And it's sort of a\n\n[06:35] tense thing because you don't want to\n\n[06:37] see somebody's knees cut off.\n\n[06:42] He's looking really good, right guys?\n\n[06:47] Um, this is a medium shot, so it's\n\n[06:50] usually from the waist up and it's\n\n[06:52] natural balance, comfortable between the\n\n[06:54] viewer and the audience.\n\n[07:02] And as you know, you can animate.\n\n[07:12] We'll get into that later. Uh, medium\n\n[07:15] close-up shot. So, this is a\n\n[07:16] conversational thing. It's mostly\n\n[07:17] focused about facial expressions\n\n[07:20] and um to really communicate the emotion\n\n[07:23] of a shot. Yes, sir.\n\n[07:28] This is He reminded me he needs a\n\n[07:30] lighter. Uh, this is what Mike looks\n\n[07:32] like when he starts to smoke.\n\n[07:37] This is what Mike looks like to us after\n\n[07:41] about four.\n\n[07:43] He just bypasses the mouth all together.\n\n[07:48] This is what Mike feels like when he\n\n[07:51] smokes.\n\n[07:54] You're pimping, Mike.\n\n[07:57] Um, and this is a close-up shot. So,\n\n[07:59] this is all about the emotions of a\n\n[08:01] character. It's usually to convey\n\n[08:04] intensity, whether it's, you know,\n\n[08:06] sadness or anger, whatever. It's an\n\n[08:08] amplifier emotion.\n\n[08:10] Mike's really into sunflowers.\n\n[08:14] You get him near a field of sunflowers,\n\n[08:15] he goes crazy.\n\n[08:18] Um, this is the extreme closeup. So,\n\n[08:20] this is the opposite of the extreme\n\n[08:21] wide. And, um,\n\n[08:26] That's not a mic you want to be around,\n\n[08:30] but it forces the viewer to confront\n\n[08:32] like very very small like what we call\n\n[08:35] micro expressions. Um, there are some\n\n[08:38] camera movements that you can instruct.\n\n[08:41] Um,\n\n[08:43] yeah. So, this is just a dolly out. So,\n\n[08:45] when you talk to the machine, it knows\n\n[08:48] what that means. So, if you had a, you\n\n[08:51] know, a photo and you said you you\n\n[08:54] wanted to dolly in, it would know\n\n[08:55] exactly what that meant. Um, this is a\n\n[09:00] pan left.\n\n[09:05] Again, this whole slide thing is I've\n\n[09:08] got a QR code at the end so you can just\n\n[09:10] download all this stuff so you don't\n\n[09:11] have to take notes. Um, and I'm gonna\n\n[09:15] try to just design this so that you can,\n\n[09:17] you know, hand this off to somebody and\n\n[09:19] get stuff done. So, these are all just\n\n[09:21] the ingredients of something that you\n\n[09:23] would build. This is the truck left. So,\n\n[09:26] camera's on like a a sliding rolling\n\n[09:29] thing. And this is a zoom. And that's\n\n[09:31] when you would take a lens and just like\n\n[09:33] zoom into it.\n\n[09:37] Um, so like I told you, I was building a\n\n[09:41] have built a tool that I use. Um,\n\n[09:44] several people in the room have used it\n\n[09:45] a couple times too. But, um, the problem\n\n[09:49] that I see in our particular use case,\n\n[09:51] so as an agency or a freelancer and\n\n[09:53] you're doing work for clients, is that\n\n[09:56] your phone, Mike?\n\n[09:59] Um, is that every tool is trying to be\n\n[10:02] everything to everyone. They all can.\n\n[10:04] They all like if you log into anything\n\n[10:07] like Hicksfield or Open Art or Runway or\n\n[10:10] Sora or Vinmax or Cling, they're trying\n\n[10:13] to appeal to everyone. And for our use\n\n[10:17] case, like we want business photos\n\n[10:21] uh or you know, service area, business\n\n[10:23] photos, things like that in a particular\n\n[10:25] order to showcase our clients or\n\n[10:28] ourselves if we're business owners. And\n\n[10:30] that is the tricky part with um what's\n\n[10:34] going on right now. And so what I wanted\n\n[10:36] to do is just sort of cover how to build\n\n[10:39] three types of videos. There are a lot\n\n[10:41] of different ways to skin a catap. Uh,\n\n[10:43] we're only I'm just going to narrow it\n\n[10:45] right down to just three so that we can\n\n[10:48] focus on um getting something done\n\n[10:51] because the whole idea here is to plug\n\n[10:54] in a few things, get something\n\n[10:57] onto your hard drive that you can upload\n\n[10:59] to YouTube or whatever. Um, so we're\n\n[11:02] going to talk about a a talking head\n\n[11:04] with B-roll. We're going about a a mini\n\n[11:06] talking head over product. And then\n\n[11:09] we're going to do a little e-commerce in\n\n[11:10] case anybody has e-commerce folks here.\n\n[11:13] So these are all the resources that I've\n\n[11:16] used here. Um there are links to these\n\n[11:18] things. Um I again you don't have to\n\n[11:21] write any of this down. I'll I'll you\n\n[11:24] can have a link to this whole\n\n[11:25] presentation. Um so\n\n[11:29] a lot of times the first question is\n\n[11:30] what topics do I cover? Right? And that\n\n[11:33] is very easy. Don't be a You just\n\n[11:35] take your paas. Those are your videos.\n\n[11:37] That's it. If you have a topic map, work\n\n[11:40] through your topic map. Go through the\n\n[11:41] paas, all the topic map. If you're doing\n\n[11:44] keywords, then your SEO is already kind\n\n[11:46] of dated and so you should update it and\n\n[11:48] then do it. But keywords will you'll\n\n[11:51] have some effect. Um images to use um in\n\n[11:55] order uh let's see here.\n\n[12:00] No.\n\n[12:01] Uh sorry, I've got a slide problem.\n\n[12:05] Me check really quick.\n\n[12:07] So in ideal world um you will use\n\n[12:14] oh\n\n[12:17] there we go\n\n[12:19] images from the client. So\n\n[12:23] somebody who's in the technician in the\n\n[12:25] field is ideally taking photos when\n\n[12:27] they're doing the work. Um, if you if\n\n[12:30] you don't have that, um, there's a site\n\n[12:33] called Trade Shots. And just full\n\n[12:35] disclosure, that's my site, but it's\n\n[12:38] free. So, I'm just giving it to you\n\n[12:40] guys. And what you can do, it's made to\n\n[12:43] uh have realistic UCG like service\n\n[12:46] technician photo. So, if you need a\n\n[12:48] plumber type shot or concrete or\n\n[12:50] something, this is only if you can't get\n\n[12:53] them from the client. So, that's the\n\n[12:54] ideal. And the other thing is if you're\n\n[12:57] doing e-commerce, you want to get shots\n\n[12:58] probably from the manufacturer if you\n\n[13:00] can and ideally on a on a background\n\n[13:02] that's can be easily removed. Um, but\n\n[13:06] always like the best thing is, you know,\n\n[13:07] get your service technicians in the\n\n[13:09] field on location and if you want to\n\n[13:11] take it another step further, get it\n\n[13:12] through Google Vision and make sure that\n\n[13:14] Google is seeing what you think is in\n\n[13:16] the image of what you're trying to\n\n[13:17] communicate. So here's an example of a\n\n[13:19] mini talking head.\n\n[13:25] Sorry, I should give you some context.\n\n[13:26] So for this presentation, um there's a\n\n[13:30] madeup concrete company in Al\n\n[13:32] Albuquerque, New Mexico called Alfie's\n\n[13:35] Concrete. And so that's what you're\n\n[13:38] about to see here. So this is an AI\n\n[13:41] generated thing. And you'll notice\n\n[13:42] something. Oops.\n\n[13:55] Well, isn't that interesting? There we\n\n[13:57] go.\n\n[14:09] Oh, is that my camera?\n\n[14:12] No worries.\n\n[14:15] need constant repairs while concrete\n\n[14:17] patios last decade. I learned this\n\n[14:19] expensive lesson the hard way before\n\n[14:21] switching to Al. Their concrete patios\n\n[14:23] look super\n\n[14:25] and our brutal summers and freezes\n\n[14:27] without maintenance headings. Get your\n\n[14:29] free estimate from Alfie's concrete now.\n\n[14:33] So that probably took about four or five\n\n[14:35] minutes to make and that is pretty\n\n[14:38] decent in my estimation. What did give\n\n[14:40] me some feedback. What did you guys\n\n[14:41] think of that?\n\n[14:43] Thumbs up. your question.\n\n[14:45] No, say four to five minutes. That's\n\n[14:47] great.\n\n[14:48] Great. Right. That's those are all\n\n[14:50] photos from trade shots because I don't\n\n[14:51] have a I don't have a concrete client.\n\n[14:55] Um nor any clients, but um any other\n\n[14:58] questions, feedback, comments, concerns?\n\n[15:00] Okay.\n\n[15:09] No.\n\n[15:11] Yeah. So, I mean, with trade shots, I\n\n[15:14] just popped in, you know, concrete\n\n[15:16] repair or something and um\n\n[15:20] and that just took a few minutes. And\n\n[15:22] there's always bad generations. Same\n\n[15:23] with video. There's bad generations.\n\n[15:25] That's part of the process right now\n\n[15:26] where we're kind of on the alpha edge of\n\n[15:28] things, but um you just upload them in\n\n[15:31] there. I'm going to walk you through\n\n[15:32] that just now. Um what happened was if\n\n[15:35] you look in the lower lefthand corner,\n\n[15:37] like the AI kind of got the green screen\n\n[15:39] wrong.\n\n[15:40] Albuquerque. Look at her.\n\n[15:50] I think\n\n[15:52] kind of draws attention to the video\n\n[15:54] like like if a Tik Tok video you're\n\n[15:56] trying to like move every two seconds.\n\n[15:59] Well, that is that it kind of did it.\n\n[16:01] So, that was like Bob Ross a little\n\n[16:03] happy accident there and I'm okay with\n\n[16:04] that. So, I'm going to show you how to\n\n[16:07] again here's the SOP part. This is a a\n\n[16:09] service called Creatify. They have done\n\n[16:12] a lot of work. Um, you're just going to\n\n[16:14] log in. You're going to click right\n\n[16:15] here, AI video ads. Um, and then there's\n\n[16:19] this add product manually link here. Um,\n\n[16:23] and you're going to just enter. So, what\n\n[16:25] I entered is Alfie's concrete. I put the\n\n[16:27] logo in there. I had Chat GPT or Claude\n\n[16:30] write a little description. Again, not a\n\n[16:31] real business, so I'm not really, but\n\n[16:33] you'd get that from the client. And then\n\n[16:34] I uploaded my photos from Trade Shots or\n\n[16:36] your service technician. Click next. Um,\n\n[16:39] and now you have this in your assets\n\n[16:42] folder here. So that's assets there on\n\n[16:44] this on the side. Um, and all I did was\n\n[16:49] click that. This is the one I want to\n\n[16:50] make the video with. And I'm going to\n\n[16:52] click the use. That's my product.\n\n[16:55] And it pulls all that in. So these are\n\n[16:57] all the images that I had from concrete.\n\n[17:00] Um, you tell it the aspect ratio and\n\n[17:03] where the final output is. So vertical\n\n[17:07] video 30 seconds and target audience are\n\n[17:10] homeowners with backyards in the case of\n\n[17:13] you know concrete.\n\n[17:15] It makes scripts for you. And so they've\n\n[17:19] got three or four different types of\n\n[17:22] there's if if I were to scroll where\n\n[17:24] this not a static image you'd see\n\n[17:26] different um appeals is what I would\n\n[17:29] call it just as a copywriter. And then\n\n[17:31] you can choose different tones for said\n\n[17:34] script. Um, so I picked a transformation\n\n[17:37] one. And then you choose your avatar.\n\n[17:43] So I picked that lady with a with a\n\n[17:47] disappearing\n\n[17:49] top, but there are other people in here.\n\n[17:52] Um, so you\n\n[17:54] Yeah, I'm not that crass.\n\n[17:58] Um,\n\n[17:59] on camera. And so then you'll get\n\n[18:03] different ideas where if you want like\n\n[18:05] something B-roll or if you want the\n\n[18:07] talking head moving around or if you\n\n[18:08] want\n\n[18:11] um you know pets in there or whatever\n\n[18:14] and then you choose a rendering model.\n\n[18:16] Um usually just choose the best one\n\n[18:17] because I don't want to be representing\n\n[18:19] a client with with low quality videos.\n\n[18:23] And then you'll get something like this.\n\n[18:29] And everyone knows that\n\n[18:36] beautiful\n\n[18:38] that actually value. We're talking.\n\n[19:02] Hell yeah.\n\n[19:03] What?\n\n[19:04] That's what I'm talking about, my guy.\n\n[19:06] So the script uh already create scripts\n\n[19:09] there just from keywords\n\n[19:10] that's inbuilt the tool. Yeah. So you\n\n[19:12] could you can paste in a product\n\n[19:14] description and so I just pasted my\n\n[19:16] little blurb about Alfie's concrete. How\n\n[19:20] long would something like that take to\n\n[19:21] edit by hand? Like if you hired a VA\n\n[19:25] several hours yeah this is less than\n\n[19:28] less than five minutes.\n\n[19:30] So, like I said, I've bought every video\n\n[19:33] tool on the market and tried to generate\n\n[19:35] videos with all of them. What I'm what\n\n[19:36] I'm showing you here is is saving you a\n\n[19:39] a metric ton of time and effort. Yeah.\n\n[19:42] Don't raise your hand, just talk.\n\n[19:47] 20 Dallas\n\n[19:49] suburbs. Yeah.\n\n[19:51] How long would it take to make\n\n[19:52] customized one for each town and suburb?\n\n[19:55] Could we just run them through the just\n\n[19:56] change the words and then it's even\n\n[19:58] faster?\n\n[20:00] Well, it's got to render each time, so\n\n[20:01] you're not going to speed anything up\n\n[20:03] there. But if you Yeah, if you just like\n\n[20:06] mad\n\n[20:08] uh Mad Libs, does that make sense? You\n\n[20:10] remember that as a kid? I once\n\n[20:13] referenced that with the programmers who\n\n[20:14] don't live in the United States and they\n\n[20:15] were like, \"What's that?\" Oh, this is\n\n[20:19] going to be a weird conversation. Um but\n\n[20:22] uh yeah, so B you can just whip through\n\n[20:24] and m it's they're just going to charge\n\n[20:25] you credit\n\n[20:27] this particular case. So if you've got\n\n[20:29] you know the credits you can make\n\n[20:31] whatever you want custom card you upload\n\n[20:34] like a real person from the business.\n\n[20:37] Um that's a great question.\n\n[20:40] I didn't try that because I'm in a\n\n[20:42] madeup scenario.\n\n[20:44] I don't there's no Alfie's concrete or\n\n[20:45] whatever. So, um, I didn't look for\n\n[20:48] that, but I we'll after my presentation,\n\n[20:51] I'll I'll search through there and we'll\n\n[20:52] talk on the break.\n\n[21:00] The starter plan is like 39 bucks and\n\n[21:03] it's like,\n\n[21:05] don't quote me on this, but like maybe\n\n[21:06] 100 credits and that probably cost maybe\n\n[21:08] 15.\n\n[21:12] Yeah.\n\n[21:14] Yeah. I don't have a look because it's a\n\n[21:16] madeup company. So, but but you could\n\n[21:19] Yeah. Yeah.\n\n[21:23] Yeah.\n\n[21:24] Right. And so, just to just to make\n\n[21:28] this, just listen to the first five\n\n[21:29] seconds.\n\n[21:37] Um, okay. Let me\n\n[21:41] No, I was looking for something else.\n\n[21:43] Um, okay. Okay. So, now we're going to\n\n[21:45] do a talking head with B-roll. So,\n\n[21:47] B-roll is\n\n[21:49] um the alternate footage basic. So, you\n\n[21:52] have your main subject, which is the a\n\n[21:54] subject, the A focus, and then your\n\n[21:56] B-roll is the stuff that you cut in\n\n[21:58] between to keep things interesting.\n\n[22:00] So, I'm going to walk you through making\n\n[22:02] one of those. So, you're going to same\n\n[22:03] thing. You're going to click the AI\n\n[22:04] video ads um in here. Oh, you see this\n\n[22:08] right here? Avatar video Mr. Fowler. I\n\n[22:12] bet that's\n\n[22:14] to load up your own.\n\n[22:16] Yeah. Um, you're going to choose\n\n[22:18] existing products because last time, if\n\n[22:20] you remember, we uploaded all our images\n\n[22:22] for Alfie's concrete, right? So, this\n\n[22:25] time we don't have to click add product\n\n[22:26] manually. That's already in the system.\n\n[22:28] We're going to choose that.\n\n[22:32] And then, um, it already has all this\n\n[22:34] information from last time. So, this is\n\n[22:36] where you would put in, you know,\n\n[22:38] Dallas, Fort Worth or Frisco or Houston\n\n[22:41] or whatever. Um, and then you again\n\n[22:44] you're going to choose I'm just choosing\n\n[22:46] vertical video here for all my examples.\n\n[22:49] Um, and then you're going to choose the\n\n[22:52] different appeals and the tones. And um,\n\n[22:55] you can write your own script if you\n\n[22:57] want to if you want to do that. Um,\n\n[23:00] totally fine. You're going to choose\n\n[23:01] your avatar and um, this, you know,\n\n[23:06] you're going to choose whatever style\n\n[23:07] you want here. Uh, choose the Aurora.\n\n[23:10] So, this is 15 credits. I don't know if\n\n[23:13] there's an exact, you know, dollar to\n\n[23:14] credit number because different models\n\n[23:16] cost different amounts of credits, but\n\n[23:19] um it's not a break the bank situation.\n\n[23:22] Let me see if I can play this guy. Your\n\n[23:24] backyard is basically useless right now\n\n[23:26] and everyone knows that uneven dirt\n\n[23:29] patch isn't for anyone. Concrete\n\n[23:33] transforms unusable backyards into\n\n[23:35] beautiful concrete backyards that\n\n[23:38] actually add value to your home. We're\n\n[23:40] talking decades of durability, zero and\n\n[23:43] minimal maintenance. Custom stamp\n\n[23:45] finishes that you get over without the\n\n[23:49] hassle. Your family deserves safe,\n\n[23:51] stable service, entertaining and\n\n[23:54] relaxing. Stop settling for wasted\n\n[23:56] space. Call out today and turn that eyes\n\n[24:00] into your favorite room.\n\n[24:03] Does that script sound familiar? It was\n\n[24:05] the same damn script.\n\n[24:07] Yeah.\n\n[24:08] It wasn't as entertaining. Yeah. Well,\n\n[24:11] so there's, as you can see, there's a\n\n[24:14] diversity of people, all all types of\n\n[24:18] people. Um, and so that is very helpful\n\n[24:22] depending on your situation. Um, here's\n\n[24:25] a different\n\n[24:28] instead.\n\n[24:35] You deserve better than dodging mud\n\n[24:37] puddles and wobbly patio furniture.\n\n[24:40] creates level stable surfaces that\n\n[24:42] extend your home outdoors. A reinforced\n\n[24:45] concrete patio support heavy furniture\n\n[24:50] pattern that natural\n\n[24:53] colored\n\n[24:57] space.\n\n[25:04] Yeah. So that was like when back here\n\n[25:06] two slides ago where I showed you the\n\n[25:09] different appeals is what I call them.\n\n[25:12] That was me just clicking a different\n\n[25:14] angle, a different appeal. That makes\n\n[25:17] sense.\n\n[25:19] Okay. And then if you want to do like a\n\n[25:22] like a a viral type of a thing,\n\n[25:30] you know what's great about concrete?\n\n[25:32] It's always there to catch you whether\n\n[25:33] you want to say this is really nice\n\n[25:37] concrete. Smooth, level, no cracks.\n\n[25:40] Honestly, if you're going to eat it,\n\n[25:42] this is the surface to do it.\n\n[25:46] But we can promise the concrete will\n\n[25:47] look good while you do these concrete.\n\n[25:49] Solid work even when you're gone.\n\n[25:56] So, if you have a comedy mind, you can\n\n[25:58] do that or you can hire a comedy mind.\n\n[26:00] Um, so here's an e-commerce uh\n\n[26:03] placement. So this is when somebody's\n\n[26:05] holding a photo or I'm sorry, a product.\n\n[26:09] Um, if you have a client who has\n\n[26:11] e-commerce products, you can just skip\n\n[26:13] that. Skip this. But if you want to try\n\n[26:16] e-commerce, like you just want to like\n\n[26:18] try it, I recommend a site called Kalo\n\n[26:20] Data, and it's uh Tik Tok shot\n\n[26:23] analytics. You can see what's like\n\n[26:24] really selling hot right now and grab\n\n[26:27] one of those. Um, you can just grab\n\n[26:29] anything from\n\n[26:32] uh, Amazon, Shopify, Woo Commerce, any\n\n[26:35] old URL. All I'm doing here is just\n\n[26:36] copying that um, URL. All I did here is\n\n[26:40] went to Kao data. I searched like in the\n\n[26:42] last 30 days, what's the most popular\n\n[26:44] product? And it happens to be Dr. Dent\n\n[26:47] Purple Teeth whitening strips. I found\n\n[26:50] that on Amazon. No problem. Um, I\n\n[26:54] clicked AI videos and I pasted the link\n\n[26:57] in. And so what it's going to do is it's\n\n[26:59] going to go in there. It's going to use\n\n[27:01] agents to go pull all that information\n\n[27:03] in. I'm going to edit it a little bit. I\n\n[27:06] don't I think AI is going to choke on\n\n[27:07] these like little emoji or whatever\n\n[27:10] those things are. You know what I mean?\n\n[27:11] So, I want to like because you know how\n\n[27:13] Amazon listings are written. They're\n\n[27:14] listing they're written for keyword, you\n\n[27:17] know, Amazon SEO. So, it's got a lot of\n\n[27:19] garbage. So, you need to like clean that\n\n[27:20] up a little bit.\n\n[27:21] um it's going to pull in the photos that\n\n[27:23] it can use. You can see there's a row of\n\n[27:25] rejected photos. Those are things that\n\n[27:26] it can't use. But if you were to scroll\n\n[27:28] down were this not a static image, you\n\n[27:30] could see more images.\n\n[27:33] Um yeah, I want a vertical video and I\n\n[27:38] want to I want somebody in the bathroom\n\n[27:40] because this is like a a bathroom like\n\n[27:43] this is where you would use that product\n\n[27:44] sort of thing. So I found a gal who's in\n\n[27:47] the bathroom and we came up with this\n\n[27:52] If you want to have the best smile, you\n\n[27:54] need a whitening routine that really\n\n[27:56] works. That's where the smile wiping\n\n[28:01] years of tough stains quickly and\n\n[28:03] effectively\n\n[28:07] whitening strips.\n\n[28:10] The slip free\n\n[28:13] while you go about your day. No sliding,\n\n[28:15] no mess. I noticed my teeth were visibly\n\n[28:18] brighter after just three uses. The pack\n\n[28:21] comes with 42 strips plus\n\n[28:28] zero sensitivity\n\n[28:30] and way\n\n[28:35] and see the difference.\n\n[28:38] Five minutes.\n\n[28:40] Yeah.\n\n[28:40] Yeah.\n\n[28:42] So, if you have clients, I mean, you\n\n[28:44] could obviously upsell this as a service\n\n[28:46] and they think this is like, oh, this is\n\n[28:48] like a $500 video, cost you $5, maybe\n\n[28:52] there's some profit margin there for\n\n[28:54] you. You know, if you have a if you have\n\n[28:56] a business, you just make these videos\n\n[28:59] and distribute them and they work.\n\n[29:01] Um, the last thing I'm not going to go\n\n[29:03] into in depth on, but this is just to\n\n[29:06] build your own like straight from\n\n[29:08] scratch. Um, and this is one of the\n\n[29:10] first slides I showed you. You're going\n\n[29:11] to find your hook. You're going to\n\n[29:13] introduce the problem. You need to make\n\n[29:14] it relatable in some sort of shocking\n\n[29:17] way, if possible. And then you want to\n\n[29:19] have a step-by-step sequence. This is\n\n[29:21] just basically a copy framework for\n\n[29:24] video. Then you want to have an\n\n[29:26] authority statement. Um, you want to\n\n[29:28] validate your solution or claim, you\n\n[29:31] know, expertise in some way. And then\n\n[29:33] some sort of call to action. Um, back on\n\n[29:35] the other slide where I said there's\n\n[29:37] different appeals.\n\n[29:39] Um\n\n[29:41] there there are different reasons that\n\n[29:44] people buy products and if you've heard\n\n[29:47] Marty Marian speak he talks about intent\n\n[29:50] and then the intent behind the intent.\n\n[29:52] Um and he has a nice elegant solution.\n\n[29:55] Um so you can take that same product and\n\n[29:58] market it five, six, maybe 10 different\n\n[30:01] ways to get\n\n[30:04] a lot of buyers in. Um, Marty and I have\n\n[30:07] been working on bringing this into like\n\n[30:10] a product, but it's it's not out yet.\n\n[30:12] But the appeals thing, which I showed\n\n[30:15] you earlier, um, is is essentially the\n\n[30:18] heart of this. So, you can use this same\n\n[30:19] formula with different appeals and\n\n[30:22] promote the same product in in several\n\n[30:24] different ways. So, if we were going to\n\n[30:27] create, you know, a short story, you'd\n\n[30:29] start with a script building tool. So,\n\n[30:31] these are three. Again, I've been\n\n[30:32] through a lot of lot a lot a lot a lot\n\n[30:34] of script generating tools. These three\n\n[30:36] that I think are uh worth a damn. Um\n\n[30:40] this this first one is a a school group.\n\n[30:44] Um and they have a really good chat GPT\n\n[30:47] generator and it works with you and it\n\n[30:48] makes something that's like really\n\n[30:50] exciting and it's only five bucks to\n\n[30:52] join. So his funnel there is just get\n\n[30:55] everyone to join the $5 one and then try\n\n[30:56] to sell them into the very expensive\n\n[30:58] one. If you just join to get the chat\n\n[31:00] GPT script and then quit, it would it'd\n\n[31:03] be just fine. It'd be worth it for that.\n\n[31:05] It would be worth five bucks. Um,\n\n[31:06] HubSpot has a pretty good one, which is\n\n[31:08] surprising because their stuff is\n\n[31:10] usually so bland, but and then I've just\n\n[31:13] included one here that you can sort of\n\n[31:15] mad lips your way through. Um, and then\n\n[31:19] you want to like when you're prompting\n\n[31:21] your images, um, I've given a whole\n\n[31:23] presentation on just prompting images.\n\n[31:25] So, I can't really get through that\n\n[31:26] here, but these are some of the things\n\n[31:28] that you'd want to like work through\n\n[31:29] like your character, like you talked\n\n[31:31] about having a particular avatar. Um,\n\n[31:34] what are they doing? This is just sort\n\n[31:36] of a checklist that you can run through\n\n[31:38] when you're making an image so that you\n\n[31:39] get what you want. like what kind of\n\n[31:41] motion, what's the environment, what's\n\n[31:42] the color path, just things that you\n\n[31:44] might forget when you're just sitting\n\n[31:46] down at a blank screen. Um, in this\n\n[31:50] case, I'm using Open Art, and I would\n\n[31:52] generate images. So, this lady has a\n\n[31:54] cracked concrete, which is a which is a\n\n[31:57] a service that people want. And so, you\n\n[32:00] can see that there are dumb versions of\n\n[32:02] this, like this lady's way too dramatic,\n\n[32:05] and this is even worse. But this might\n\n[32:07] be an actual image that I could use. Um,\n\n[32:10] she could be sad, but I don't like her\n\n[32:12] not being able to see her total face\n\n[32:13] there. So, there's not a onetoone\n\n[32:15] connection between this crack and her\n\n[32:17] face. So, I think this one is the most\n\n[32:19] clear. So, you would take it into a\n\n[32:21] video generation tool. So, you'd start\n\n[32:23] your starting image here. I'm using\n\n[32:26] cling in this particular example. Um, I\n\n[32:29] I think cling uh is is great and it's\n\n[32:32] cost- effective. V3 is kind of the big\n\n[32:34] thing on, you know, Tik Tok and YouTube.\n\n[32:37] Um, it's good. It is very good. It's\n\n[32:39] also expensive and I think cling is just\n\n[32:41] as good and and half as much. Um, you\n\n[32:45] write your prompt, you create something.\n\n[32:47] Um, then you would take any video\n\n[32:49] editor. I've given you some in the\n\n[32:50] resources section. So, you'd have your\n\n[32:52] your main timeline, you jump away to\n\n[32:54] your B-roll, you jump back to your main\n\n[32:56] timeline, and you just find the rhythm.\n\n[33:00] Um, add your music. Again, this is not\n\n[33:03] something I can really cover quickly,\n\n[33:05] but you're basically just going to\n\n[33:06] assemble everything into a finished\n\n[33:09] linear timeline product. Um, and then\n\n[33:14] you're done. And then you'll get\n\n[33:15] something like you saw earlier, but\n\n[33:18] it'll be highly customized because it's\n\n[33:20] like your\n\n[33:22] um\n\n[33:24] product or service.\n\n[33:26] Um, I think that might have been my last\n\n[33:29] slide. Yeah, I meant to create a QR\n\n[33:30] code, but I got um Yeah, you make\n\n[33:34] everything available, right? Yeah. So,\n\n[33:36] there's a whole folder here. There's a\n\n[33:39] um I wanted to put some stats in like\n\n[33:42] why you would use video and so like I\n\n[33:44] use Manis and it made like a whole\n\n[33:46] report and I was going to I was like\n\n[33:48] this is so boring. Like I'm just gonna\n\n[33:49] I'm just going to include that report in\n\n[33:51] there. All the video examples are in a\n\n[33:54] folder and then the talking head script\n\n[33:55] is also so you're going to get a folder\n\n[33:58] full of all this stuff.\n\n[34:01] Say that one more time.\n\n[34:02] Affiliate marketing.\n\n[34:04] Yeah, the affiliate marketing client\n\n[34:05] work just yeah all kinds of cases. Um I\n\n[34:10] need some feedback. People talk to me\n\n[34:12] questions, comments, concerns, trolls.\n\n[34:14] That is the end of the presentation.\n\n[34:16] Anybody? So, other than the legal\n\n[34:19] issues, you could use this for creating\n\n[34:21] like testimonials.\n\n[34:23] Other than legal issues, you could use\n\n[34:24] this for creating testimonials. Yes.\n\n[34:27] If we only had a lawyer in the room, we\n\n[34:29] could ask something about that. Um,\n\n[34:32] yeah, I think not a lawyer, but yeah, I\n\n[34:35] think you don't want to like represent\n\n[34:36] that. Yeah, you've had somebody do your\n\n[34:40] service, but some you could say\n\n[34:42] something like\n\n[34:43] I mean for fictitious\n\n[34:45] Well, for a fictitious company, it's not\n\n[34:47] a problem.\n\n[34:48] Yeah. Um,\n\n[34:51] you actually\n\n[34:56] URL says\n\n[34:58] you form the link that theoretically\n\n[35:02] you're just representing something\n\n[35:03] already.\n\n[35:05] Uh, not a lawyer. Uh your question was\n\n[35:08] just for the people at home like\n\n[35:12] I had somebody look into that a while\n\n[35:14] they was doing\n\n[35:15] let me repeat the questions for the\n\n[35:17] people on the mic but like basically he\n\n[35:19] was saying could I take a Google review\n\n[35:21] and then videoize it. Is that fair?\n\n[35:24] Yeah.\n\n[35:24] Yeah. And if you link to it directly\n\n[35:26] would that be okay? Merino said he had\n\n[35:28] somebody look into it. Don't do um\n\n[35:32] Hold on. Sorry. Don't take a review\n\n[35:35] that's real and make a fake video of it\n\n[35:37] and post it socially violating the law.\n\n[35:39] That review is of a real Gmail that\n\n[35:41] belongs to a real person and the FTC. I\n\n[35:44] don't know if they're on it yet, but I\n\n[35:46] was told don't even play yourself. Not\n\n[35:48] that I would do it. I seen it being\n\n[35:50] done. And by the way, Chad, I just want\n\n[35:52] to say those are amazing. You\n\n[35:53] knocked it out better than I was\n\n[35:54] expecting to be honest. And that say\n\n[35:57] because I had high expectations. If you\n\n[35:59] guys don't know, half the ads you see on\n\n[36:02] Tik Tok and Facebook are not real\n\n[36:04] people. They're UGC ads. User generated\n\n[36:07] content, which is a oxymoron\n\n[36:10] because it's not users. It's\n\n[36:12] fake.\n\n[36:12] Yeah, it's meant to be like, but if you\n\n[36:15] could say, I heard about Offies Concrete\n\n[36:17] and they do X, Y, and Z, that seems\n\n[36:21] legit to me. Again, not a lawyer, but\n\n[36:24] I'd do it.\n\n[36:26] She's slamming\n\n[36:28] on some of the AI like I've seen online\n\n[36:31] sometimes filled with a lot of people\n\n[36:33] hating on it because it's\n\n[36:35] yeah have you seen like fall off on\n\n[36:39] views in the long run.\n\n[36:41] So the question is like you've seen like\n\n[36:42] a lot of hate comments like this is AI\n\n[36:45] and whatever. Um\n\n[36:48] my personal opinion is that um that's\n\n[36:51] just part of a backlash and it will fade\n\n[36:56] and there will always be people who are\n\n[36:57] going to always just hold that position.\n\n[37:00] Um from a marketing perspective, you\n\n[37:03] know, it just gets more views like more\n\n[37:05] engagement gets more\n\n[37:07] the algorithm shows that more like it\n\n[37:11] wants you to fight.\n\n[37:13] Unfortunately, it's tuned for that type\n\n[37:15] of stuff.\n\n[37:17] I think I heard it from back here,\n\n[37:18] right?\n\n[37:20] You got a bunch of people commenting on\n\n[37:22] any of your clients social media\n\n[37:24] platforms, take it, bro. Cuz hey, go\n\n[37:27] look at their social media right now.\n\n[37:29] Crickets.\n\n[37:31] Crickets.\n\n[37:33] So, engagement is engagement, bro.\n\n[37:35] The platforms want Yeah. They want you\n\n[37:38] to stay on there longer. And if you're\n\n[37:39] angry commenting, you're on there\n\n[37:42] longer, which meets their goal,\n\n[37:44] unfortunately. Um, there's a lot of side\n\n[37:48] to that with, you know, society and\n\n[37:50] teenagers and just mental health people,\n\n[37:53] all that kind of stuff. It was not what\n\n[37:54] we're talking about. Like your question\n\n[37:56] was just about essentially was about\n\n[37:58] engagement and whether that harms you.\n\n[38:01] Yeah. Yeah. If you do AI poorly and you\n\n[38:05] get trolled, I mean, you're probably\n\n[38:07] asking for it, you know, but if you do\n\n[38:09] it well and somebody's like, \"Well,\n\n[38:10] that's AI.\" Well, that's kind of their\n\n[38:12] problem, you know, and that's okay.\n\n[38:15] Everybody has all kinds of problems.\n\n[38:18] That that comedy video, did you have to\n\n[38:20] put the scenario in or did the AI come\n\n[38:23] up with a comedy scene?\n\n[38:26] Um,\n\n[38:27] well, I came up with the script. I saw\n\n[38:29] the hook and then I was like, how could\n\n[38:32] I relate that to concrete? I was like,\n\n[38:35] well, he smacks on the concrete, so\n\n[38:38] let's just start there. Let's\n\n[38:40] acknowledge that and then go for it.\n\n[38:44] Yeah. But the hook was part of\n\n[38:48] uh the library, I guess. You know what I\n\n[38:52] mean? Yeah. Does that make sense? Yeah.\n\n[38:55] Being able to like find,\n\n[38:58] this is a little off topic, but funny is\n\n[39:01] always there. It's just being able to\n\n[39:03] have a filter that you that you you can\n\n[39:06] find it. Do you know funny is already in\n\n[39:08] the room. It's just your job to like\n\n[39:10] twist the lens so that you can see it.\n\n[39:13] Yeah.\n\n[39:15] Um, question. Where did uh you get the\n\n[39:17] customer video that was running in the\n\n[39:20] background?\n\n[39:23] Where did I get the customer video that\n\n[39:24] was running in the background?\n\n[39:26] Maybe there.\n\n[39:27] Yeah, the B-roll.\n\n[39:29] Oh, so those all the concrete shots were\n\n[39:32] just from tradeshots.net because I don't\n\n[39:34] have a concrete client, so I just\n\n[39:36] generated some there. If that's the\n\n[39:38] answer to the question,\n\n[39:39] somebody\n\n[39:40] Yeah, on the Zoom.\n\n[39:44] Um, yeah, I don't Yeah, I'm just Yeah,\n\n[39:47] you can. Okay,\n\n[39:48] just let me know. Uh, any other\n\n[39:49] questions? Yeah.\n\n[39:53] We good?\n\n[39:55] All right.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_1_-_Dan_Kurtz", "title": "SEO Rockstars 2026: Day 1 - Dan Kurtz", "video_url": "https://www.youtube.com/watch?v=y1felTXj_OU", "transcript": "[00:04] Right on. Hey guys. So, as Mike said, I\n\n[00:08] do a lot of automation stuff. Um,\n\n[00:10] constantly dabbling in things, figuring\n\n[00:12] out new tech, new stacks, new whatever\n\n[00:14] in order to get the results that I'm\n\n[00:16] looking for because I hate doing stuff\n\n[00:18] and I want computers to do it for me.\n\n[00:20] Anybody who's been vibe coding probably\n\n[00:22] feels the same. So, we're going to kind\n\n[00:24] of blitz this. Um, I'm going to show you\n\n[00:26] guys some examples and stuff. I'll give\n\n[00:28] you guys all the prompts, the systems,\n\n[00:29] the GPTs and everything else at the end.\n\n[00:31] So you too can go home and go do it\n\n[00:32] yourself.\n\n[00:34] So\n\n[00:38] obviously core problem with AI\n\n[00:40] automations, most implementations wind\n\n[00:43] up failing or your NAN crashes or your\n\n[00:45] make automation doesn't work right or\n\n[00:48] clog code does something with one of the\n\n[00:50] files and you can't [ __ ] open it\n\n[00:52] again. But\n\n[00:54] damn, what' you say? the cloud code.\n\n[00:56] It'll go edit a line of code and then\n\n[00:58] the whole app crashes.\n\n[01:01] Everybody's favorite.\n\n[01:02] So that's why I said you\n\n[01:06] [ __ ]\n\n[01:06] Yeah.\n\n[01:07] So\n\n[01:09] obviously if you can figure out the\n\n[01:10] problem, it's a lot easier to build the\n\n[01:12] tools around the problem and then\n\n[01:14] eliminate the problem. So we're going to\n\n[01:15] kind of go through some of those today.\n\n[01:18] Vibe coding you guys are all familiar\n\n[01:19] with probably. Anybody in here not vibe\n\n[01:21] coding on some platform? All right,\n\n[01:24] cool. So basically\n\n[01:25] the only one\n\n[01:26] no Jose\n\n[01:30] sitting in front.\n\n[01:31] Yeah. So you can do a ton of stuff with\n\n[01:34] it. Um a lot of people have been\n\n[01:35] building apps and applets and deploying\n\n[01:37] stuff on PCEL and cloud waves and all\n\n[01:39] different sorts of sites and building\n\n[01:41] out these massive projects. Um\n\n[01:45] far than that. So I decided to go ahead\n\n[01:48] and figure out how to do arbitrage using\n\n[01:49] AI.\n\n[01:52] So basically go describe the problem in\n\n[01:54] chat GPT or cloud AI generates the code\n\n[01:56] run sandbox do the feedback iterate till\n\n[01:59] it works deploy and monitor. For this I\n\n[02:02] just use cloud code. Um and I built two\n\n[02:05] different things. I built a mini app and\n\n[02:07] then a companion a uh companion chrome\n\n[02:10] bookmark lit to do all the work. So or\n\n[02:14] extension I think they're called. So\n\n[02:17] went ahead built an extension and this\n\n[02:20] thing goes out and basically\n\n[02:23] does everything it says here. So it does\n\n[02:24] competitor research. Basically I wanted\n\n[02:26] to figure out how to build a second\n\n[02:27] income stream using AI and didn't want\n\n[02:30] to spend more than 30 days uh 30 minutes\n\n[02:32] a day doing it. Spent two weeks coding\n\n[02:34] it but saved 30 minutes a day. So\n\n[02:38] decided I wanted to resell stuff on\n\n[02:40] eBay. So build out my app. This lives\n\n[02:43] inside of Chrome as an extension. does\n\n[02:45] competitor research, figures out who's\n\n[02:47] selling stuff, what products. Basically,\n\n[02:49] it's a it's an ecom sniffer. So, it goes\n\n[02:52] out, you plug in your competitors,\n\n[02:54] whatever sellers you're going after,\n\n[02:56] shows you all their items, their\n\n[02:57] purchase history, what they're currently\n\n[02:59] doing, scrapes all their products,\n\n[03:01] figures out the best ones, and then goes\n\n[03:03] and finds the pricing for them and\n\n[03:05] alternatives on Amazon. that goes in,\n\n[03:07] does browser automation, runs through\n\n[03:09] the whole process, figures out the\n\n[03:11] markup, the markdown, the margins,\n\n[03:13] everything on the fly, and then I just\n\n[03:16] paste it into the web app, which is just\n\n[03:19] this screen. Um, and then I just let it\n\n[03:22] rip. The numbers up in the top right\n\n[03:24] hand corner is the limit of how many\n\n[03:26] products per month I can push into eBay.\n\n[03:31] So, example, found a random product.\n\n[03:34] just picked something off the bestseller\n\n[03:35] list this morning, add it to the\n\n[03:37] presentation, and then went ahead to\n\n[03:39] search that same thing on eBay.\n\n[03:42] Found out that yes, people are reselling\n\n[03:44] it on eBay. And that little blue line\n\n[03:46] down there that you can't really read\n\n[03:48] from back there because picture's too\n\n[03:50] [ __ ] big. Tells me my break even\n\n[03:52] point on that product. So, it's doing\n\n[03:54] all the calculations on the fly. And\n\n[03:56] then I'm importing and the AI is doing\n\n[03:59] all the product matching for me.\n\n[04:04] So, what that looks like,\n\n[04:07] because everybody here likes rankings,\n\n[04:10] here are my current sales ranks in all\n\n[04:12] of these categories. And I've been doing\n\n[04:14] this for two weeks.\n\n[04:18] I am not doing anything. I'm not\n\n[04:20] pointing back links. I'm not writing\n\n[04:22] content. I'm not doing anything. I have\n\n[04:23] the entire system on a learning loop.\n\n[04:26] So, the AI is continuously figuring out\n\n[04:28] what's working and what's not. importing\n\n[04:30] products, deleting products, selling\n\n[04:32] products, doing the arbitrage, going\n\n[04:34] back to Amazon and buying them and\n\n[04:36] shipping them to the customer for me.\n\n[04:37] Can you tell us what that means?\n\n[04:39] Sure. Yeah. So, that's my seller rank in\n\n[04:43] each of those categories. So, so out of\n\n[04:46] 21, 291 sellers for rugs and carpets,\n\n[04:50] I'm number 600.\n\n[04:54] Okay. So it's out of however many people\n\n[04:56] are actually selling that that's and you\n\n[04:58] can figure out the percentile on that\n\n[05:00] but it's not the same as SEO but it\n\n[05:03] sells products\n\n[05:06] and you can see obviously the machine is\n\n[05:08] learning very well. Um I don't do\n\n[05:12] anything with it at all. It figures\n\n[05:14] itself out. It does the posting and I\n\n[05:17] took the screenshot at like five or six\n\n[05:20] this morning. So today's impressions are\n\n[05:23] a little bit low, but they'll catch up.\n\n[05:25] So in the past week, week and a half,\n\n[05:29] 350,000 impressions, 20 products sold,\n\n[05:31] and I've done nothing.\n\n[05:36] Well, because the system is going\n\n[05:37] finding the products.\n\n[05:38] No, I wait until somebody goes and buys\n\n[05:40] them, and then I go to Amazon, order it,\n\n[05:42] put their shipping address in, and send\n\n[05:43] it to their house in an Amazon box.\n\n[05:47] I missed that part.\n\n[05:48] Oh, yeah. I'm not I I have zero\n\n[05:50] inventory until somebody buys something.\n\n[05:52] I my cost is zero.\n\n[05:55] Yeah.\n\n[05:55] So, are you still having to physically\n\n[05:57] buy it from Amazon or do you have that\n\n[05:59] automated?\n\n[05:59] Oh. Oh, no. It takes everything that\n\n[06:01] they put in the address, shipping\n\n[06:02] information.\n\n[06:03] Okay.\n\n[06:04] Yeah. So, it's completely automated.\n\n[06:06] It goes and buys it\n\n[06:07] and then it just ships it.\n\n[06:09] Yep.\n\n[06:11] How does it pay for it?\n\n[06:12] My card. I have the card on file. It's\n\n[06:15] right there on Amazon. It does the\n\n[06:16] browser automation. picks that card.\n\n[06:18] Wow.\n\n[06:19] Dumps it.\n\n[06:21] And again, it's kind of early. I've only\n\n[06:22] been doing it for like two weeks, but\n\n[06:24] I'm sure once I get up the speed, it'll\n\n[06:26] be a little bit better.\n\n[06:28] But, uh,\n\n[06:30] so, and again,\n\n[06:30] that's what you made this week.\n\n[06:33] Yeah. So far.\n\n[06:34] Yeah. So, 813 after taxes and fees from\n\n[06:37] eBay because they take out like 14% plus\n\n[06:39] tax.\n\n[06:41] So, my markup is 60%. After they take\n\n[06:44] out their 20, I'm left with a margin of\n\n[06:46] 40% on a product I don't own. I don't\n\n[06:48] have to warehouse and I don't have to\n\n[06:49] worry about\n\n[06:52] a return.\n\n[06:54] Nope. No, there's because there's no\n\n[06:57] nowhere to return it to. It's like,\n\n[06:58] okay, cool. Ship it to Amazon.\n\n[07:02] So, it that's handling all of it\n\n[07:04] basically. Um, but again, just an\n\n[07:07] example of what you can kind of do. Um,\n\n[07:10] just playing with cloud code, playing\n\n[07:12] with you know, different ideas and stuff\n\n[07:14] because a lot of people are like, I need\n\n[07:15] to build a software. I need to build\n\n[07:16] this massive app that does all these\n\n[07:18] things. I built half an app and maybe a\n\n[07:22] Chrome extension and it's currently\n\n[07:24] doing its own thing.\n\n[07:26] Wow.\n\n[07:26] But yeah, I'm not I'm not doing\n\n[07:30] anything. Like I check it once a day to\n\n[07:31] make sure it hasn't crashed. It just\n\n[07:33] runs on a $2 BPS.\n\n[07:35] How uh much time do you spend building\n\n[07:38] it?\n\n[07:38] About two weeks. Total actual hours is\n\n[07:41] maybe 20.\n\n[07:43] So,\n\n[07:45] but for 20 hours worth of work over two\n\n[07:48] weeks, I'll take it.\n\n[07:49] Yeah. Just let it run.\n\n[07:51] Yeah.\n\n[07:52] So, but like I said, it's constantly\n\n[07:54] learning off of its own mistakes, which\n\n[07:57] is why the impression graph is the way\n\n[07:58] it is. It's just continuously learning\n\n[08:01] and testing and figuring out what works,\n\n[08:03] what doesn't, what gets banned, what\n\n[08:05] doesn't, and just reports all that, logs\n\n[08:07] it to the central AI, and then uses\n\n[08:09] those rules the next day going forward.\n\n[08:15] So,\n\n[08:18] just I want to put this in here because\n\n[08:20] a lot of people talk about, you know,\n\n[08:21] building stuff in in Vibe coding and\n\n[08:24] doing whatever, but they never actually\n\n[08:25] launch anything. We'll show what happens\n\n[08:27] if you like actually do something with\n\n[08:29] it.\n\n[08:31] So,\n\n[08:33] one of the other things I wanted to talk\n\n[08:34] about was AI video generation. In\n\n[08:37] specific, we're going to talk about\n\n[08:38] building AI avatars. Kind of what um was\n\n[08:42] talked about previously, but slightly\n\n[08:43] different. Um, so I'll kind of show you\n\n[08:46] guys what we're doing. So, this is the\n\n[08:49] stack I normally use for all this. It's\n\n[08:50] chat GBT, Google Whisk, Flow,\n\n[08:53] occasionally uh VO free pick to upsample\n\n[08:57] the images because the quality of the\n\n[08:59] images coming out of AI are usually\n\n[09:01] pretty bad. Um and then hey genen to\n\n[09:04] turn that person into a permanent\n\n[09:05] talking avatar.\n\n[09:08] So it cost about a buck per video if you\n\n[09:10] do it right doing this method because\n\n[09:13] most of the stuff we're using with the\n\n[09:15] exception of hen and free pick are free.\n\n[09:18] So,\n\n[09:20] examples of avatars you can make and\n\n[09:22] then these get fully animated by the\n\n[09:24] system. So, this guy's a influencer,\n\n[09:27] digital marketing guy,\n\n[09:30] regular like business or finance person\n\n[09:33] and then Gen Z, Gen Alpha,\n\n[09:36] inspirational, whatever you want to call\n\n[09:38] it. Uh, but these were built off of\n\n[09:40] literally five questions I have baked\n\n[09:42] into a custom GPT and then as soon as\n\n[09:44] you answer those, it will generate that\n\n[09:46] person for you and then you can tweak\n\n[09:47] it.\n\n[09:49] So,\n\n[09:51] going through the personas and all that\n\n[09:53] sort of stuff. Um, like I said, I'll\n\n[09:56] give you guys all the GPTs. There's only\n\n[09:57] three and you just use them in the order\n\n[09:59] I give them to you. Um, first one will\n\n[10:01] generate the actual character sheet of\n\n[10:03] who that person is for your business.\n\n[10:05] Second one will generate that the uh\n\n[10:07] head shots and a few others. And then\n\n[10:09] you take that import that into Flux. Um\n\n[10:13] and that will give you uh the ability to\n\n[10:15] put them in different locations,\n\n[10:17] different scenes. It'll lock the model.\n\n[10:19] Um so it'll keep that person exactly as\n\n[10:21] they are. And then you can push them\n\n[10:23] into any scenario you want to make\n\n[10:25] reals, videos,\n\n[10:27] whatever you want. Kind of like what um\n\n[10:29] was just being shown with uh Chad.\n\n[10:33] But um we're doing this right now for a\n\n[10:35] couple clients.\n\n[10:36] We're doing about I want to say\n\n[10:40] three videos a day across nine social\n\n[10:42] media platforms. We're just using go\n\n[10:43] high level to push them out. Um so we're\n\n[10:46] getting about 27 reels out per day right\n\n[10:50] now. Um and some of those accounts are\n\n[10:52] in the 50 to 150,000 followers. Again,\n\n[10:55] this is just in the past two weeks\n\n[10:58] building these out,\n\n[11:01] but it's and you guys will get the\n\n[11:03] scripts obviously baked into the GBT,\n\n[11:05] but also uh there's a whole framework\n\n[11:07] that we use in order to get the reels to\n\n[11:09] actually land with somebody. So, like\n\n[11:11] grab their attention, pull them in and\n\n[11:12] actually have them like go to do a CTA.\n\n[11:15] Um you guys will get all that and you\n\n[11:17] can just dump it in. It'll write your\n\n[11:18] scripts for you.\n\n[11:21] Um,\n\n[11:23] and then what I wanted to show um was\n\n[11:26] some video stuff that I've been playing\n\n[11:28] with. So, taking ideas like these guys\n\n[11:32] or different concepts and actually\n\n[11:34] animating them or creating different\n\n[11:36] types of like film stuff with it cuz I\n\n[11:39] like messing around with video a whole\n\n[11:40] bunch. So, I'll show you guys some of\n\n[11:43] that\n\n[11:47] if it closes. There we go.\n\n[11:56] So, like as an example, this was done\n\n[12:00] I want to say three, four months ago.\n\n[12:04] Um, and this was a follow-up to the last\n\n[12:05] video I had shown at Rockstar. So, if\n\n[12:07] you were here for that one, this is a\n\n[12:09] different version of kind of doing the\n\n[12:10] same thing.\n\n[12:24] But using the same GBTs I'm about to\n\n[12:27] give you, if you guys wanted to make a\n\n[12:29] video, you could.\n\n[13:14] Yeah, that's what this is based off of.\n\n[13:19] So,\n\n[13:50] say again.\n\n[13:53] Oh, no. So each one of these is an\n\n[13:55] individual image that was then later\n\n[13:57] animated. But all of the video you're\n\n[14:00] seeing, the rendering, the compositing,\n\n[14:02] the upscaling, and the background music\n\n[14:05] was entirely done by AI.\n\n[14:11] So that was a couple months ago before I\n\n[14:13] started playing with making hyperreal\n\n[14:15] people like this. So that's an example.\n\n[14:19] Um, this one's a little bit more recent.\n\n[14:22] Um, this one was done like right before\n\n[14:24] the holiday.\n\n[14:35] Whenever you're alone, I'll just hold\n\n[14:38] you.\n\n[14:40] I'll do anything you want. I'm not home.\n\n[14:46] You're a little taste of heaven on my\n\n[14:49] tongue.\n\n[14:51] You\n\n[15:01] can't get\n\n[15:34] But again, completely done with AI. Um,\n\n[15:37] everything from front to back on that\n\n[15:39] animation, all of it. Um, using the same\n\n[15:42] prompts and templates that I'm going to\n\n[15:43] give you guys.\n\n[15:45] Question for you.\n\n[15:45] Yeah. on those. How would you modify\n\n[15:48] them to I mean script not withstanding\n\n[15:50] let's say that that first one with all\n\n[15:52] that destruction.\n\n[15:53] Yeah.\n\n[15:53] Could you theoretically modify it for a\n\n[15:55] local business like water damage\n\n[15:56] restoration more destroyed than\n\n[15:59] Oh yeah of course. Yeah.\n\n[16:00] But\n\n[16:02] because that would blow away everything\n\n[16:03] else at the local level.\n\n[16:06] Yeah. So being able to do something\n\n[16:08] cinematic like that at the local level.\n\n[16:09] Absolutely. Um you can do that with some\n\n[16:12] of the um stuff that I have inside the\n\n[16:14] GPTs. Um, so for example, if you plug in\n\n[16:17] a script, it'll go ahead and write the\n\n[16:19] entire thing. You would need to render\n\n[16:20] the image that you're starting from\n\n[16:22] first, you just need that one composite\n\n[16:24] image and then follow the script that\n\n[16:26] the system outputs and then just dump it\n\n[16:28] in your favorite video maker of choice\n\n[16:30] and you'll get probably 85 90% of the\n\n[16:33] way there. Go back and maybe edit once\n\n[16:35] or twice and you're good to go. Um,\n\n[16:37] yeah, absolutely. Um, so\n\n[16:42] um, so I'm taking those and running them\n\n[16:44] through. Um, right now we've got a\n\n[16:46] couple that we're using. I'm using V VIE\n\n[16:49] or a key, sorry, KIE.AI.\n\n[16:52] Um, so we're just pulling based on the\n\n[16:54] type of shot, the uh, type of framing\n\n[16:56] composite. So, it's multiple depending\n\n[16:58] on what the shot style is. Um, like\n\n[17:00] certain ones work better up close, other\n\n[17:02] ones work better with human faces. So,\n\n[17:04] depending if it's a landscape shot or\n\n[17:05] close up, different renderings. Um,\n\n[17:08] we'll pick different models for those\n\n[17:10] different scenarios. I have the AI\n\n[17:12] pretty much trained to be able to figure\n\n[17:13] it out on the fly. So, it picks its own\n\n[17:15] model and then does it.\n\n[17:18] But yeah, so\n\n[17:21] yeah,\n\n[17:21] you mentioned last time.\n\n[17:25] Yeah.\n\n[17:26] Is that the same key?\n\n[17:27] Yeah, key. Yep. Key.AI. Um, it's\n\n[17:31] basically it's open router like you said\n\n[17:33] for video and and images. So, if you\n\n[17:34] don't want to have 50 different\n\n[17:36] subscriptions, just use that. Um, and\n\n[17:39] you can just plug everything in. Um, the\n\n[17:41] system that I'm using obviously to make\n\n[17:43] the videos is vibe coded. Um, a lot of\n\n[17:45] it lives in Air Table, so it'll build\n\n[17:46] itself through Air Table, save all the\n\n[17:48] scenes, and then I can go through and\n\n[17:50] like manually tweak if I need, and then\n\n[17:52] have it bulk publish, generate the\n\n[17:54] audio, compress, and then spit it out.\n\n[18:00] So, that's that. And then if you guys\n\n[18:03] want to go ahead and play with any of\n\n[18:04] that stuff in any format, go for it. Um\n\n[18:08] there's three GPTs at the bottom of it.\n\n[18:10] And then there's a sevenstep framework\n\n[18:12] that we use for all short form videos.\n\n[18:14] So if you're creating any kind of short\n\n[18:15] form video, um whether it's with one of\n\n[18:18] the people that you generate like the\n\n[18:19] examples I've given or you have a custom\n\n[18:23] avatar that you've already done or\n\n[18:24] you're figuring stuff out in Hen, this\n\n[18:26] will actually help you to get it right\n\n[18:27] from a marketing and sales perspective.\n\n[18:29] So, aside from the shiny stuff, the\n\n[18:31] stuff I'll give you, the stuff you're\n\n[18:32] getting on that will actually work.\n\n[18:37] Yo, Dan, you know you owe me money for\n\n[18:38] letting all these people scan that QR\n\n[18:41] code.\n\n[18:42] Got all your data now.\n\n[18:45] Everything.\n\n[18:46] Yeah.\n\n[18:47] Does anybody have any questions,\n\n[18:49] comments, accusations of heresy?\n\n[18:53] Heresy.\n\n[18:54] I've got a comment. I just want to\n\n[18:56] commend you on that first thing because\n\n[18:58] I used to sell on Amazon\n\n[19:03] um as a real form of income and I've\n\n[19:06] been thinking about getting back to that\n\n[19:08] and uh yes, I just wanted to commend you\n\n[19:10] for doing it because\n\n[19:11] Thank you.\n\n[19:12] You did a great job.\n\n[19:13] Thanks. I appreciate it. It was just\n\n[19:15] like I said, I'm only using one API\n\n[19:17] that's ebase. Um the rest is through\n\n[19:19] that little Chrome extension. It goes\n\n[19:21] opens a new tab, looks up the product,\n\n[19:23] scrapes the data, figures it all out,\n\n[19:25] and then it does computations in the\n\n[19:27] back, figures out if it's good or not,\n\n[19:29] if there's enough margin, if there's\n\n[19:30] enough quantity left in the store and\n\n[19:32] Amazon, all that sort of stuff.\n\n[19:34] And it it just does all the viability\n\n[19:36] shopping for me essentially.\n\n[19:38] So\n\n[19:39] yeah, I think I was halfway not hearing\n\n[19:41] you when you first started, right? But\n\n[19:43] did you show them the Amazon auto ship\n\n[19:45] thing you got?\n\n[19:46] Yeah. So guys, right, like please\n\n[19:48] understand, even if you don't do it, put\n\n[19:51] someone in your family to do it.\n\n[19:53] Especially if they're not in this\n\n[19:55] [ __ ] realm. We talk another language,\n\n[19:58] bro. What he's saying is just go babysit\n\n[20:01] this [ __ ] and make some income and that\n\n[20:03] lead them into your world and and more\n\n[20:05] importantly, right, an income. He\n\n[20:07] started the session off showing you a\n\n[20:09] semi-automated way to make side money.\n\n[20:13] How amazing is that? Thank you, Daniel.\n\n[20:15] I didn't know you was going to add that\n\n[20:16] in there. I know you told me you were\n\n[20:18] doing it. Yeah,\n\n[20:18] cuz you just started it. Yeah.\n\n[20:20] And you're already getting sales. That's\n\n[20:22] crazy.\n\n[20:22] Yeah. And again, most of it is like I'm\n\n[20:25] like I said, I'm not babysitting it. I\n\n[20:27] wake up and see if there's any sales I\n\n[20:28] need to push out in the morning, let it\n\n[20:30] run for the day, check at the end of the\n\n[20:32] night.\n\n[20:32] That's it. Like the amount of stuff. And\n\n[20:35] then it's just like answering customer\n\n[20:37] questions, messages, questions about\n\n[20:40] products, spam, any of that stuff. So,\n\n[20:43] did you just pixel all the stuff there?\n\n[20:45] I did not. That is just a straight cut\n\n[20:47] through to Google Docs. Nobody's been\n\n[20:49] pixelled.\n\n[20:50] I'm playing nice this time.\n\n[20:56] Cool. Any questions? Anybody?\n\n[21:00] Guys, give it up for Dan, please.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_1_-_Joe_Lau", "title": "SEO Rockstars 2026: Day 1 - Joe Lau", "video_url": "https://www.youtube.com/watch?v=HN68eAX7yHk", "transcript": "[00:04] How's everyone doing? Good.\n\n[00:06] How's this morning section? It was\n\n[00:08] amazing, right? I learned so much.\n\n[00:10] It's been a while since I was uh I'm I'm\n\n[00:12] attended to like a expert kind of event.\n\n[00:14] So, thank you for having me here. So, um\n\n[00:17] today I'm going to tell you some I'm\n\n[00:18] talk to you about something different.\n\n[00:20] It's all about valuation. Let me ask you\n\n[00:23] this question first. Who here is who's\n\n[00:26] the first time here? I am only. Oh,\n\n[00:28] there you go. Who's been here at least\n\n[00:30] three times? Amazing. Five times.\n\n[00:34] That's amazing. Why you guys keep coming\n\n[00:36] back? Is it for the networking? Raise\n\n[00:38] your hand if it's for the networking.\n\n[00:40] Who use it for the knowledge?\n\n[00:43] Who's here to try to make a lot of\n\n[00:44] money?\n\n[00:46] All right. So, that's it. No one here\n\n[00:47] trying to make money on that side. All\n\n[00:49] right. I hope you like to make money\n\n[00:51] because this section is about making\n\n[00:52] money. So what I'm about to show you\n\n[00:54] today is how how do you two to four\n\n[00:57] times your valuation without a single\n\n[00:59] dollar without spending a single dollar\n\n[01:00] on marketing. Who's excited about this?\n\n[01:04] All right, let's do this. So I know your\n\n[01:07] time is precious. I promise not going to\n\n[01:08] waste your time. I'm going try my best\n\n[01:10] to give you the best information I can\n\n[01:12] compounding with 23 years experience of\n\n[01:15] I have into just about 40 minutes. So\n\n[01:17] but I need you to play full out. So for\n\n[01:20] the one at home, if you can type in yes\n\n[01:22] in the chat to play full and just give\n\n[01:24] me 40 minutes, I promise it will worth\n\n[01:26] your time. For the one that's here, can\n\n[01:27] you give me a yes? You play full with\n\n[01:28] me.\n\n[01:29] All right. Thank you for the confidence.\n\n[01:31] So in this presentation, I'm going to\n\n[01:33] give you three things. The first thing\n\n[01:35] is I'm going to show you what your\n\n[01:37] business truly worth today and how do\n\n[01:38] you actually figure it out and calculate\n\n[01:40] it. The second thing I'm promise you is\n\n[01:43] we're going to identify what is going to\n\n[01:45] drive the value of your business so you\n\n[01:47] can two to 4x your valuation when you\n\n[01:49] decide to exit. And the last thing is\n\n[01:52] we're going to figure out an actionable\n\n[01:54] score for you so you can figure out what\n\n[01:56] you need to do to implement to get the\n\n[01:58] needle mover to get that valuation that\n\n[02:00] you dream of.\n\n[02:02] So real quick here there's no tracking.\n\n[02:05] I don't even know how to do that. Uh I\n\n[02:07] just want to take a have you guys take a\n\n[02:09] quick poll here so I can kind of get a\n\n[02:11] gauge on where are we in terms of sizes\n\n[02:14] of your business and um you don't even\n\n[02:17] have there's no optin for that email I\n\n[02:19] just want to see where you are at two\n\n[02:22] question what is your uh any revenue\n\n[02:24] range and the second question is uh if\n\n[02:26] there's an exit timeline that you\n\n[02:28] thought about and I'll have a live poll\n\n[02:30] right here and share with you in a\n\n[02:32] second\n\n[02:34] just two question to All\n\n[02:38] right, let's see here. I got eight\n\n[02:41] responses.\n\n[02:45] Let me know when you're done too so I\n\n[02:47] can check the result.\n\n[02:52] All right, looks like most of you done.\n\n[02:56] Okay, so looks like about might even\n\n[02:59] need my glasses.\n\n[03:01] Okay. About 47% of you do a little bit\n\n[03:04] less than a million a year. About 27% of\n\n[03:08] you do about1 to3 million in revenue.\n\n[03:11] 16% do three or seven. Great job. And\n\n[03:15] about 5% do about 7 million. So amazing.\n\n[03:18] Amazing. And then about uh let's see\n\n[03:22] here 10% want to within exit within 12\n\n[03:25] months. 10% want to exit within 12 to 24\n\n[03:30] and 15% exit in about two two to three\n\n[03:33] years time frame and then wow 63% have\n\n[03:37] no idea\n\n[03:39] I love it this is a good crowd all right\n\n[03:42] so personally I have found multiple\n\n[03:45] companies failed many many times lost\n\n[03:48] millions of dollars and luckily I was\n\n[03:50] able to exit three of the company\n\n[03:52] starting from scratch all the way scale\n\n[03:54] to exit and here are the lessons that I\n\n[03:56] personally have learned. Now, the very\n\n[03:59] first time I exit, let's talk about the\n\n[04:01] cool stuff first, right? To kind of show\n\n[04:03] you what it's look like when you exit uh\n\n[04:05] successfully. The very first time I\n\n[04:07] exit, the first thing I did is I bought\n\n[04:09] my uh uh wife a ring to engage. I bought\n\n[04:12] myself two cars and a house. All right?\n\n[04:14] So, that was in my 20s. And then the\n\n[04:16] lessons I learned from that particular\n\n[04:18] exit is seller finance structure. When\n\n[04:21] you sell your business, most of the time\n\n[04:23] depend on the price. If you sell more\n\n[04:25] than a million, there's a big chance the\n\n[04:27] buyer is going to ask for sell finance,\n\n[04:29] meaning that you're playing bank. They\n\n[04:31] want to, you know, like retain some\n\n[04:33] percentage and then you only get it\n\n[04:34] after a certain amount of time. So\n\n[04:36] that's what happened. The lessons I\n\n[04:37] learned is I did have a lawyer and\n\n[04:40] accountant in that time, but I did not\n\n[04:42] structure the deal properly. So when\n\n[04:45] they default on not paying me, I lost\n\n[04:49] hundreds of thousands of dollars. And\n\n[04:51] not only that, I was stupid enough\n\n[04:53] because I didn't know it was my first\n\n[04:54] exit. I did not know to put in a clause\n\n[04:56] to claim some assets back or personal\n\n[04:59] guarantee like get the business back or\n\n[05:01] takes his house. So he just walked away\n\n[05:04] and still operating the business and\n\n[05:05] just not pay me. So that's my first\n\n[05:08] lessons and the lawyer would not tell\n\n[05:10] you that and accountant will not tell\n\n[05:11] you that. This is just personal\n\n[05:12] experience. It happen all the time in\n\n[05:14] seller finance. So that's my first\n\n[05:16] lesson.\n\n[05:17] Wait, why wouldn't it?\n\n[05:19] Say what? because it's is in the\n\n[05:22] contract when you the way without going\n\n[05:23] into too much detail when you sell a\n\n[05:26] business with seller finance basically\n\n[05:28] what they give you is a personal note\n\n[05:30] and in that notes whatever terms they\n\n[05:32] put in that's what it is so in that\n\n[05:34] terms I did not put in personal\n\n[05:36] guarantee I did not put in what happened\n\n[05:39] if you default right I put in the closet\n\n[05:41] if you default I charge you 10% right\n\n[05:44] that was it but then they can not pay\n\n[05:47] and then you just wait and wait and wait\n\n[05:49] and just to give you a tip. If someone\n\n[05:51] not pay you any money, if they threaten\n\n[05:52] to go bankruptcy, this pretty much done,\n\n[05:55] right? Because the house, the bank, they\n\n[05:57] might have a house, they have a\n\n[05:58] mortgage, those are the first lean,\n\n[06:00] right? So for personal note, usually you\n\n[06:03] got nothing. You're the last in line,\n\n[06:05] right? So that's the first sentence I\n\n[06:06] learned. That cost me hundreds and\n\n[06:08] hundreds of thousands. All right? And\n\n[06:10] there and a cool story to tell. So this\n\n[06:13] is my first exit, first lessons. Don't\n\n[06:15] do that. So the second lessons I learned\n\n[06:18] well on the second exit what it got me\n\n[06:20] is it gave me the choice to really focus\n\n[06:22] on a business that I was so passionate\n\n[06:24] about at the time are multiple things\n\n[06:26] going on right so my second exit allow\n\n[06:28] my allow me the freedom to just hone in\n\n[06:30] on one thing that I'm really passionate\n\n[06:32] about which focus it really is the key\n\n[06:34] to grow anything substantial and the\n\n[06:36] lessons I learned from that business on\n\n[06:38] exit is I ran the business for about 10\n\n[06:41] years make lots of money great but\n\n[06:44] toward the year eight and nine I started\n\n[06:47] to get burnout because it wasn't\n\n[06:49] exciting anymore right it's kind of like\n\n[06:51] everything is great system is in place\n\n[06:53] automated so I saw it at a flatline not\n\n[06:56] dipping just flatline and before that\n\n[06:59] since the first year I have almost\n\n[07:00] double digit and triple digit growth\n\n[07:02] year to year so it's become compounding\n\n[07:05] pretty big but just because the last two\n\n[07:07] years was flatline I got major discount\n\n[07:10] by the by the buyer and and result I\n\n[07:14] lost two multiple. Now, because of NDA,\n\n[07:17] I can tell you exactly what was it, but\n\n[07:19] let me just give you the math. If I was\n\n[07:22] selling at a multiple, whatever that is,\n\n[07:26] and my earning was a million dollar a\n\n[07:27] year, that cost me 2 million just\n\n[07:30] because I was selling flatline. If I\n\n[07:33] would sell it on an uptrend, like let's\n\n[07:35] say two years earlier, or continue\n\n[07:37] maintain a little bit uptrend, I would\n\n[07:38] make at least 2 million more with that\n\n[07:41] hypothetically speaking. So, that's the\n\n[07:43] lessons. Do not sell a flatline. Don't\n\n[07:45] do that. So, last lessons I learned um\n\n[07:49] from my last exit is um\n\n[07:53] it's pretty cool. So, I was able to\n\n[07:55] retire my wife fully and then I was able\n\n[07:58] to move to for Miami and then put my\n\n[08:00] kids private school, not work for many\n\n[08:03] years and just truly find a passion\n\n[08:06] project and I become investor and that's\n\n[08:08] what I love to do and helping company to\n\n[08:10] exit. So allow me that lifestyle choice\n\n[08:12] and but that's also a lesson to learn.\n\n[08:14] You would think like after exit two\n\n[08:16] times, right? You got to be good at it.\n\n[08:18] No,\n\n[08:20] I mean I don't know why I didn't learn.\n\n[08:22] Just so much going on. So what happened\n\n[08:24] on the last exit is\n\n[08:31] I did not sell on the flat line. I sell\n\n[08:32] an uptrend, right? I structured it\n\n[08:34] really well and this time was a cash buy\n\n[08:36] and what it was what I left on the table\n\n[08:38] was a little bit on the timing at that\n\n[08:41] time the industry was getting hot and I\n\n[08:45] made a personal choice that okay my\n\n[08:46] business was designed to exit but I\n\n[08:48] didn't ex I didn't exit in the best\n\n[08:51] timing could be chances chances are you\n\n[08:53] cannot time the timing but I did not\n\n[08:55] exit because the business was ready I\n\n[08:57] exit because I was ready I I was done\n\n[09:00] you know for personal reason I was done\n\n[09:02] so that left three eggs on the table.\n\n[09:05] Remember that three eggs times the\n\n[09:07] earning. So again, if that business was\n\n[09:09] doing $2 million now, the six\n\n[09:12] threex more.\n\n[09:13] Yeah. Well, three three times more. So\n\n[09:15] three three eggs more.\n\n[09:16] Yep. Going on up trend. I mean many many\n\n[09:19] reason for that but that was how much it\n\n[09:21] cost me. So as you can see these lessons\n\n[09:24] here is costly. It's very expensive.\n\n[09:27] Wait that didn't cost you make more.\n\n[09:30] I did not. I could have make more but I\n\n[09:32] sell it right before\n\n[09:35] I sell it when I was ready not when the\n\n[09:38] business fully ready. All right. So\n\n[09:40] that's what happened. So as you can see\n\n[09:42] it if you have a chance to exit these\n\n[09:44] are lessons just right off the bat. And\n\n[09:46] there are many more I'm sure I'm going\n\n[09:47] to make again mistake exit number four\n\n[09:49] and five and six. It's just so much\n\n[09:51] going on exit that your lawyer will not\n\n[09:54] tell you. They might not even know. Your\n\n[09:56] content would not know. Like it's just\n\n[09:58] one of those things that you have to\n\n[10:01] look out for this kind of thing for\n\n[10:02] yourself.\n\n[10:04] So when is the right time to sell? All\n\n[10:07] right. The right time to the wrong time\n\n[10:09] to sell for sure is when the owner is\n\n[10:11] ready, which is kind of like my last\n\n[10:13] couple exit, right? When you are\n\n[10:16] yourself is ready to sell, chances are\n\n[10:18] you're either tired, done, or burn out.\n\n[10:21] Have anyone of you felt that way before\n\n[10:23] when you run a business? Bad time to\n\n[10:25] sell. Don't do that. talk to someone.\n\n[10:27] Like seriously, you need a therapist,\n\n[10:29] right? This is the worst time to sell\n\n[10:30] because when you do that, what happen is\n\n[10:33] the buyer will see it. They'll\n\n[10:35] understand. They look at the number. You\n\n[10:36] cannot lie about it. You get low\n\n[10:38] valuation. And not only that, it will be\n\n[10:40] a heavy earnout. What heavy earnout\n\n[10:42] meaning that they they're going to\n\n[10:44] structure it to a way that they're going\n\n[10:46] to protect themsel. So you're going to\n\n[10:47] get a little money up front and you have\n\n[10:49] so much on earnout. Meaning that oh, if\n\n[10:51] your business is doing let's say a\n\n[10:52] million, they're like, okay, I need\n\n[10:54] proof for two years in a row. someone\n\n[10:56] pay you the last x amount of percentage\n\n[10:58] why when the business truly do that. So\n\n[11:01] that's what earn mean and you also have\n\n[11:04] limited buying interest meaning no\n\n[11:05] bidding war. Who here have sold a house\n\n[11:07] before\n\n[11:09] is the best time to sell a house when\n\n[11:12] the market is hot. When's the best how\n\n[11:13] do you get the best price? We have\n\n[11:15] multiple bidder right business exactly\n\n[11:17] the same thing. So if you sell it\n\n[11:19] because you are ready not because the\n\n[11:21] business ready no good. So obviously\n\n[11:26] when you want to sell is when the\n\n[11:27] business is ready. What does it mean\n\n[11:29] ready? This could take like months to\n\n[11:31] talk about it. But I only have 40\n\n[11:32] minutes so I'm going to be quick.\n\n[11:33] Ideally is in a growing trend like\n\n[11:35] uptrend right and you have a very clean\n\n[11:38] uh financial is auditable like audible\n\n[11:41] ready literally right the three level of\n\n[11:44] your bookkeeping is the first you have a\n\n[11:46] bookkeeping. So you have some kind of\n\n[11:48] organization of your finances. The\n\n[11:50] second level is you have a CPA that you\n\n[11:52] know put a stem on it. I I verified this\n\n[11:54] is good. The last level is audit. So you\n\n[11:56] hear a lot of IPA like you know you hear\n\n[11:57] a lot of like public trade company they\n\n[11:59] audit it. That's what it is. That's the\n\n[12:01] highest level. But when your company is\n\n[12:03] being audited here's a little secret.\n\n[12:06] When your company is being audit and\n\n[12:08] your book can prove it you're no longer\n\n[12:10] selling on trilling 12 months. You're\n\n[12:13] selling a forward 12 months. So if you\n\n[12:16] can prove yourself that let's say for\n\n[12:17] example let's say you run a really good\n\n[12:20] business for the past three years you\n\n[12:21] have your book being audited by some\n\n[12:23] accountant firm right they put a stamp\n\n[12:25] on it and you can prove that I can\n\n[12:27] predict my business grow every year by\n\n[12:29] 20%. So when you the year that you sell\n\n[12:32] it, usually for most businesses they\n\n[12:34] look at the last 12 months how much you\n\n[12:35] make. But if you can prove that other\n\n[12:38] and the predictability of the growth\n\n[12:40] instead of selling at the last 12 months\n\n[12:42] you sell 20% more because now oh this\n\n[12:45] business is so good your prediction is\n\n[12:47] accurate. So do the math. If you have a\n\n[12:51] you have if you have a business doing a\n\n[12:53] million dollar net profit a year, you\n\n[12:55] sell it at four multiple, right?\n\n[12:58] Normally is $4 million. But if you have\n\n[13:01] the track record of predicting 20%\n\n[13:02] growth, now all of a sudden you're\n\n[13:05] selling you're selling under $1.2\n\n[13:07] million times four. Now you're selling\n\n[13:09] almost $5 million. You just make a\n\n[13:11] million dollar extra doing absolutely\n\n[13:13] nothing but prepare for the exit and pay\n\n[13:16] for the audit.\n\n[13:18] Who would like to do that? spend five to\n\n[13:19] 10 grand a year to order and make a\n\n[13:21] million dollar more.\n\n[13:23] We all love that. So therefore, you get\n\n[13:26] premium prices and you have multiple\n\n[13:29] bidder, right? Some industry is super\n\n[13:31] hot. Like you'd be amazed how crazy it\n\n[13:34] is. So Brian and I have some adventure\n\n[13:35] together. We're getting into the mass\n\n[13:37] spa space. Mass spa right now is selling\n\n[13:39] at eight multiple eight.\n\n[13:45] Isn't it insane? So they are is selling\n\n[13:48] is no joke the money is absolutely there\n\n[13:52] and depend on what industry you are and\n\n[13:54] agency as well. So we'll talk about how\n\n[13:56] to get you to that four to you know two\n\n[13:58] to 4x extra.\n\n[14:04] So don't sell when you're ready sell\n\n[14:06] when your business is ready. So let's\n\n[14:08] talk about how valuation actually work.\n\n[14:11] It's actually a very simple thing. All\n\n[14:12] is a private equity. All is a money guy\n\n[14:14] trying to scare you. It's actually very\n\n[14:16] simple math. Your valuation is equal to\n\n[14:18] your earnings which is a fancy word for\n\n[14:20] net profit times the multiple. So\n\n[14:25] earnings and multiples is there's so\n\n[14:28] many thing is going to affect those two\n\n[14:29] factor right some are controllable some\n\n[14:32] are not controllable. Today we're only\n\n[14:34] going to talk about the thing that you\n\n[14:35] can actually control. I'mma I'm gonna\n\n[14:37] briefly mention what you can control and\n\n[14:40] what you cannot control so you don't\n\n[14:41] waste your time and Julian want to think\n\n[14:42] that damn why do I not have that and the\n\n[14:44] other guy have it because I personally\n\n[14:46] knew someone that were chasing multiple\n\n[14:48] it cost him a divorce because it took\n\n[14:51] three years at the end he make $15\n\n[14:54] million more but then the whole family\n\n[14:56] like like gone it's it's a roller\n\n[14:58] coaster when you start a business so\n\n[15:00] let's talk about what can you control so\n\n[15:05] again I only have about 40 minutes.\n\n[15:06] These are the thing you can do to affect\n\n[15:11] on the earnings and the multiples.\n\n[15:14] There's about 11 things you can do to\n\n[15:16] change earnings which which mean\n\n[15:18] increase your profit margin. We're all\n\n[15:19] business owner here. You know there's a\n\n[15:21] lot you can do. This will be actually\n\n[15:23] sums up to this 11 category. The other\n\n[15:26] 15 is on the multiple side. As you can\n\n[15:28] see at the multiple side has a lot more\n\n[15:30] thing can do and usually on the multiple\n\n[15:32] side a lot of them is not so much of\n\n[15:35] work it's planning the right way.\n\n[15:40] So take a shot of that and then we're\n\n[15:41] going to talk about what really going to\n\n[15:43] give you the biggest needle mover\n\n[15:45] without spending a lot of money.\n\n[15:52] So who here know the term SD? There you\n\n[15:55] go. Right? Mike should know Mike, right?\n\n[15:57] We talked about it the other day. So SD\n\n[15:59] is stand for seller discretion earning.\n\n[16:02] There's only two analogy when it comes\n\n[16:04] to like selling. Seller discretion\n\n[16:06] earning meaning that you still operating\n\n[16:09] the business. The business still need\n\n[16:10] you. You're the boss. You're the man,\n\n[16:12] right? Everybody look up to you.\n\n[16:13] Everybody come to you ask for\n\n[16:15] information. You are the expert. And\n\n[16:17] this is what multiple you're going to\n\n[16:18] get. If you are running a business that\n\n[16:21] you are the one the decision maker and\n\n[16:25] everything rely on you you will sell in\n\n[16:28] about two to 3x on the multiple\n\n[16:32] then there's another level it's called\n\n[16:34] IBIDA\n\n[16:36] earning before interest tax depreciation\n\n[16:39] and mortization those are the prof what\n\n[16:41] that mean is you your business is\n\n[16:43] professionally managed when your\n\n[16:46] business is professionally managed it\n\n[16:47] could be the exact same business. The\n\n[16:49] only difference is are you the key man\n\n[16:51] or is the business professionally\n\n[16:53] managed? If your business is\n\n[16:55] professionally managed for the exact\n\n[16:56] same business, you can sell anywhere\n\n[16:58] between four to eight multiple.\n\n[17:02] So again, if your bottom line is a\n\n[17:04] million dollar, if your SD exit is about\n\n[17:09] two to three million, if you turn it to\n\n[17:12] professional management, you can sell\n\n[17:14] for about four to eight. Now my mentor\n\n[17:17] always said to me extra million every\n\n[17:19] million helps right?\n\n[17:22] So here's a real life example.\n\n[17:25] If you run uh ASIS agency with SDA,\n\n[17:28] let's say your earnings half a million\n\n[17:30] dollar two to three multiple you sell\n\n[17:31] between one to 1.5 million that's\n\n[17:34] awesome you know it's still awesome it's\n\n[17:35] great but if you spend let's just say\n\n[17:39] it's not free right we all know you hire\n\n[17:41] people there's expense I call investment\n\n[17:43] turn it to professional management you\n\n[17:45] have a professional manager managing for\n\n[17:47] you let's say cost you a third of what\n\n[17:49] you usually make look at the multiple\n\n[17:51] with $350,000 exact same business you\n\n[17:54] pay 150k Okay, for professionally\n\n[17:56] managed, right? You sell for 4 to 6x,\n\n[17:59] you end up selling for 1.4 to $2.1\n\n[18:02] million.\n\n[18:07] That's extra 400 to1 $1.1 million. Is it\n\n[18:11] worth your is it worth it? You spend\n\n[18:12] 150k to make either 400k or $1.1\n\n[18:15] million. Is it is who who's happy with\n\n[18:17] this return if it's investment?\n\n[18:20] That's the power on turning the to. And\n\n[18:23] that's what we're here to talk about\n\n[18:24] today. That's the biggest needle mover\n\n[18:26] without changing anything about your\n\n[18:28] business in terms of like what who you\n\n[18:30] serve, how much you charge, right? You\n\n[18:32] literally just have to have someone\n\n[18:34] professional manager for you. So buyer\n\n[18:37] if you understand what is behind a\n\n[18:40] buyer's mind and I learned it from the\n\n[18:41] hot lessons, right? I sold three\n\n[18:43] business owned\n\n[18:46] more than hundreds or hundreds of\n\n[18:47] businesses as an investor. This is what\n\n[18:49] two things is only really care when it\n\n[18:51] comes down to is ROI. They only care if\n\n[18:56] I buy this thing, how much money would I\n\n[18:59] make? That's it, right? And the next\n\n[19:02] thing they wouldn't care is the risk.\n\n[19:06] How likely is this not work based on the\n\n[19:08] number you show me? And this is very\n\n[19:10] important. They look at not work. They\n\n[19:13] assume the worst. They don't they will\n\n[19:15] never assume, oh, what if it's working?\n\n[19:17] That's not how investor or buyer thinks.\n\n[19:20] They think what if it's not working. You\n\n[19:22] heard the term risk management, right?\n\n[19:24] If you talk to private equity firm, they\n\n[19:25] literally have a department. People make\n\n[19:27] millions just to do risk management,\n\n[19:30] right? And this is the guy you go up\n\n[19:31] against when you sell your business.\n\n[19:33] They want to make sure that what are the\n\n[19:35] risk? Can you minimize it? So the key\n\n[19:39] for our job is two thing. We want to\n\n[19:41] make sure the ROI is clean and clear so\n\n[19:44] they can understand it and we want to\n\n[19:46] minimize the risk so they can feel good\n\n[19:47] about it. Right?\n\n[19:50] So there are four things you can do\n\n[19:52] right away to make sure that happen. The\n\n[19:54] first thing is earnings quality. What's\n\n[19:57] earnings quality? Meaning that how clean\n\n[20:00] your book is. Who here want because of\n\n[20:03] tax purposes you want to save some money\n\n[20:04] on tax that you put your vacation on\n\n[20:06] your book. You put your lease of the car\n\n[20:09] on the book. Maybe sometimes your meal\n\n[20:11] on the book sometimes whatever whatever\n\n[20:14] you want to put on the boat that you\n\n[20:15] know you shouldn't right but I do the\n\n[20:17] same thing all the time for the longest\n\n[20:19] time and that is not clean earning you\n\n[20:22] actually hurting yourself down the aisle\n\n[20:24] because let's say for example u you know\n\n[20:26] how like you saw a lot of Tik Tok video\n\n[20:27] they say oh you buy a $6,000 pound I\n\n[20:30] mean 6,000 pound car like the G Wagon\n\n[20:32] you can write off the tax I don't know\n\n[20:34] the extra payment maybe it's two grand a\n\n[20:36] month so a year you what you write off\n\n[20:38] $24,000 That $24 that $24,000 that you\n\n[20:42] save because of tax purposes. If you\n\n[20:45] exit, that's four times. It's worth 100\n\n[20:46] grand. So do the math. Is it worth it? I\n\n[20:50] don't know. So earning quality is about\n\n[20:53] clean. Everything has a reason for the\n\n[20:56] business, not for you. That's what\n\n[20:58] earning quality mean. Second thing is\n\n[21:00] only dependency. Only dependency like\n\n[21:02] like you said, if you walked away for 30\n\n[21:05] days, is the business still going to run\n\n[21:06] or is it going to collapse? Is it going\n\n[21:08] to grow or is it going to stay flat?\n\n[21:10] That's what owner dependency is and you\n\n[21:13] don't want to have that. And the third\n\n[21:14] thing is revenue quality. Revenue\n\n[21:16] revenue quality is just what a fancy\n\n[21:18] words about predictability. How\n\n[21:21] predictable your earning is. Is it\n\n[21:24] oneoff project majority of the income or\n\n[21:27] is it recurring? Right? Can the buyer\n\n[21:29] buy it and figure out oh in the next\n\n[21:31] three years I can predict this income is\n\n[21:33] going to come and why is that? So your\n\n[21:36] your risk is uh have a profile on that.\n\n[21:39] We're going to go deep on the revenue\n\n[21:41] quad and how do we fix that. The last\n\n[21:43] but not least is system and data system\n\n[21:46] kind of like what we talked about like\n\n[21:47] Dan so brilliantly have the whole AI\n\n[21:49] system to automatically done like retail\n\n[21:52] arbitrage that system in place right\n\n[21:54] with AI with all the software is really\n\n[21:56] easy to create system to train your\n\n[21:58] staff to sure make sure that everything\n\n[22:00] is off your head on paper. So when the\n\n[22:03] buyer buy it, they know that okay, I\n\n[22:04] don't need you anymore. The system is in\n\n[22:06] place. And data really just mean that\n\n[22:09] how clean is all the contract in place.\n\n[22:11] You know, you have client, you have\n\n[22:12] vendor, you may be white labeling\n\n[22:13] somebody, right? So how clean your\n\n[22:15] contract is? Are they all documented\n\n[22:17] clearly transferable to the new buyer?\n\n[22:20] That's what they mean on system and\n\n[22:21] data.\n\n[22:23] So we're going to talk about earning\n\n[22:25] right now.\n\n[22:27] So earning the mistake for earning we\n\n[22:29] kind of briefly mentioned is the tax\n\n[22:31] optimizer right if you are the owner\n\n[22:34] you're the most important person in the\n\n[22:35] world you most likely optimize earning\n\n[22:38] based on tax saving right and that's a\n\n[22:42] mistake and the quick win mean for that\n\n[22:44] is you want to quickly figure out like\n\n[22:46] remove those things and not only that\n\n[22:49] you want to pay yourself a salary that\n\n[22:51] is not you know how like okay I done it\n\n[22:53] before for years my accountant asked me\n\n[22:55] like oh how much you want to pay\n\n[22:56] yourself. I'm like, what are my options?\n\n[22:58] They're like, well, if you pay yourself\n\n[23:00] a lot of money, you got to pay a lot of\n\n[23:02] social security tax. But if you pay\n\n[23:04] yourself minimum, you can take the\n\n[23:05] distribution, you pay lower tax, right?\n\n[23:08] So, that's what I mean. But the buyer\n\n[23:10] want to see is like, no, how much is you\n\n[23:13] really going to pay the market rate,\n\n[23:14] right? When you go to Indeed, how much\n\n[23:16] is it cost going to hire a campaign\n\n[23:18] manager? Right? That's what they want to\n\n[23:19] care. That's the market rate I'm talking\n\n[23:21] about. So when you do that the buyer the\n\n[23:24] buyer say okay now the book you're\n\n[23:26] earning is truly representing the\n\n[23:29] business not what you want to save right\n\n[23:32] they don't care about your tax saving\n\n[23:33] they care about how much they going to\n\n[23:35] make so that's the tip about earning\n\n[23:38] quality\n\n[23:40] second thing is about owner dependency\n\n[23:43] so I love to go camping with my kids so\n\n[23:45] I call this the tax right so if you gone\n\n[23:49] away for 30 days what breaks Let's be\n\n[23:51] honest, something is going to break,\n\n[23:53] right? What is going to break? Three\n\n[23:55] things you want to look out for. New\n\n[23:57] sales. When the new client comes in, are\n\n[23:59] you the one that closed the deal? Let's\n\n[24:01] be honest here. Who? Raise your hand.\n\n[24:02] Who who closed the new client deal here?\n\n[24:05] There you go. That's the first thing you\n\n[24:07] want to look into. Second thing,\n\n[24:09] strategy. Okay. When when Google have a\n\n[24:12] new update, right? Well, like Ted was\n\n[24:14] talking about, right? When Google have a\n\n[24:15] new update, who made the decision to\n\n[24:18] pivot and figure out what to change?\n\n[24:20] Raise your hand if you're the one that\n\n[24:22] making the decision.\n\n[24:24] There you go. This one you look out for.\n\n[24:26] The last thing is the relationship. Who\n\n[24:29] here served the the big client with a\n\n[24:31] monthly meeting, weekly meeting? Is your\n\n[24:33] staff doing it or are you doing it?\n\n[24:35] Who's doing it here right now yourself?\n\n[24:38] There you go. So these are the thing\n\n[24:40] that shows you that you have a owner\n\n[24:42] dependency risk and the buyer don't like\n\n[24:44] that. So what you want to do to fix that\n\n[24:47] is same thing as the earning. You put a\n\n[24:50] market rate uh manager on the book to\n\n[24:53] make sure that that person can handle at\n\n[24:55] least 80% of what you're doing. You can\n\n[24:57] still make decision you know to de-risk\n\n[24:59] a little bit as much as possible but you\n\n[25:01] definitely want to have that layer and\n\n[25:03] then same that the person need to be\n\n[25:05] going on do most of the day-to-day\n\n[25:07] communication so that when the buyer\n\n[25:09] look at you they're like okay if I look\n\n[25:11] at your calendar you're not like 247\n\n[25:13] running this thing\n\n[25:15] the last thing we want to do is document\n\n[25:17] your process and also decision making\n\n[25:20] now so we all here have SOP right a lot\n\n[25:22] of you you know great SEO have a lot of\n\n[25:24] technician you documented your process\n\n[25:26] what When was the last time you document\n\n[25:28] how you make decision,\n\n[25:33] right? I I've never done that for the\n\n[25:35] first 10 years of my life. I when I\n\n[25:37] first heard my mentors, I'm like, what?\n\n[25:38] You need to document how you make\n\n[25:40] decision. How do you do that? But funny\n\n[25:42] thing is documenting how you make\n\n[25:43] decision is a lot easier than you think.\n\n[25:46] Trust me, next time when you make a\n\n[25:48] decision, just say out loud and record\n\n[25:50] it and have AI analyze it. You'll see\n\n[25:52] the pattern. like you do it 10 times you\n\n[25:54] find out oh that's how Brian make\n\n[25:56] decision that's how I might make\n\n[25:57] decision and therefore you can train\n\n[25:59] your staff this is how I make decision\n\n[26:03] the next you want to talk about is\n\n[26:04] revenue quality now the key factor about\n\n[26:07] revenue quality is you want more on the\n\n[26:10] retainer versus project this feels like\n\n[26:13] a no-brainer but sometime it's a lot\n\n[26:15] harder than execute than you think but\n\n[26:16] it's actually a lot easier to ask than\n\n[26:18] you think sometime you just have to ask\n\n[26:20] right I know a lot of people that you\n\n[26:22] know one great agency to see don't who\n\n[26:24] who here has that retainer with client\n\n[26:26] versus oneup project. Is it hard to do?\n\n[26:29] You just have to do more of those.\n\n[26:33] And second thing is client\n\n[26:34] diversification. You don't want to have\n\n[26:36] any single client that is claiming 15 to\n\n[26:39] 20% of your revenue because if they're\n\n[26:43] gone or suddenly like of the business no\n\n[26:45] good or the sudden want to take over\n\n[26:47] they you want to shut down the business\n\n[26:48] 20% of your revenue is gone. So, who\n\n[26:51] here have a client like that? A big\n\n[26:52] client. There you go.\n\n[26:54] I got a big issue.\n\n[26:55] There you go. There you go. So, these\n\n[26:58] are real. These are real. And the last\n\n[27:00] thing is the term and stickiness. Now,\n\n[27:03] while now that you have some uh like a\n\n[27:07] retainer client or maybe in contract,\n\n[27:09] not just on project base. What you want\n\n[27:10] to do is see if you can increase the\n\n[27:12] length of it. Even though if you have to\n\n[27:14] give them a little sweetener like for a\n\n[27:16] little freebie on it, you know, give\n\n[27:18] them a little bit discount because when\n\n[27:20] you plan to sell, that looks good on\n\n[27:23] paper and that increase your multiple.\n\n[27:25] Remember, selling is a long game, right?\n\n[27:28] If you tell me, Joe, I want to sell in\n\n[27:30] three months and you come to me, the\n\n[27:31] only thing I can tell you is like, good\n\n[27:34] luck. It is a process. Usually a good\n\n[27:37] time to plan an exit is about about 24\n\n[27:41] to 36 months. then you can really do a\n\n[27:43] whole bunch of thing as I show in a few\n\n[27:45] slide but there's 26 things you can do\n\n[27:48] to increase the valuation and if this is\n\n[27:50] the only business and after that you\n\n[27:52] just like sail to the sunset move to the\n\n[27:54] beach this is your last big act right so\n\n[27:56] take advantage on that don't go to waste\n\n[28:00] so the quick win is talk to your next\n\n[28:02] big three take talk to your uh big three\n\n[28:04] client and ask them either for from\n\n[28:07] project base to retainer if you're\n\n[28:09] already on retainer see if you can work\n\n[28:10] out a deal that instead of 12 months do\n\n[28:12] 24 months just ask right if they say no\n\n[28:16] then the perfect thing I love to say\n\n[28:19] sometime is what can I do to make it a\n\n[28:22] yes you'd be amazed they would tell you\n\n[28:27] all right last but not least the fourth\n\n[28:29] level system and data now when it come\n\n[28:32] to system and data how many of you like\n\n[28:35] document everything that you do on paper\n\n[28:37] or have a system in place or is this\n\n[28:39] still is it still in your\n\n[28:42] There you go.\n\n[28:43] All right. You got to document it, man.\n\n[28:44] You got to document it. So, the quick\n\n[28:48] way to do is just start with the one\n\n[28:50] pager. Look at your calendar on the next\n\n[28:53] 14 days. Look at what you actually spend\n\n[28:55] time doing on and just pick one small\n\n[28:57] area and just start documenting that one\n\n[28:59] test at a time. Right? Again, this is a\n\n[29:01] process. If you if you're a jack of all\n\n[29:03] tra for a long time and you're running\n\n[29:05] mostly everything and just you know have\n\n[29:07] a few contractor this process might take\n\n[29:09] longer but once you're done you're done.\n\n[29:11] And the beautiful thing is when you're\n\n[29:13] done with this process you'll find that\n\n[29:15] the quality of your work increase as\n\n[29:17] well. The output is much better and you\n\n[29:20] will absolutely find way to trim down\n\n[29:22] the steps so you'll be more effective.\n\n[29:24] Just give it a try.\n\n[29:26] And also tip number two is every week\n\n[29:29] you want to look at these five things on\n\n[29:32] a metrics that you can actually follow,\n\n[29:34] right? How you run the agency like your\n\n[29:37] uh MLR, right? And then your your net\n\n[29:39] profit, your new client coming in and so\n\n[29:42] forth and your turn rate. These are the\n\n[29:44] things that what you should be looking\n\n[29:46] at on a weekly or monthly basis.\n\n[29:49] Now what I want to do right now, what I\n\n[29:51] say before this is a very interactive\n\n[29:54] opportunity. So we can do a quick um\n\n[29:57] survey kind of self assessment so you\n\n[29:59] can see where you're at right now. Are\n\n[30:01] you all ready?\n\n[30:02] All right. So I'll we will be four\n\n[30:06] question one question per each area and\n\n[30:08] then you just have to rate yourself from\n\n[30:10] zero to three. Zero is is not true the\n\n[30:14] statement and then uh three is\n\n[30:16] absolutely true 100% true all time. So\n\n[30:19] ready to go everybody someone you can\n\n[30:21] take on not looks on that.\n\n[30:24] So the first question is about earnings.\n\n[30:27] How confident are you from 0 to three\n\n[30:30] that your financial is clean? You\n\n[30:33] separate from your se personal spending.\n\n[30:35] You clearly profitable and that you show\n\n[30:39] a healthy three years uptrend and that\n\n[30:42] when a buyer look at it they can\n\n[30:44] understand within 24 hours not 24\n\n[30:47] months. So just rate yourself from zero\n\n[30:48] to three and let me know when you're\n\n[30:50] done with this question.\n\n[30:55] Are we all good?\n\n[30:56] All right. So, question number two, only\n\n[30:59] dependency. If you step away for 90\n\n[31:01] days, right, which with your current\n\n[31:04] with your current team right now, not\n\n[31:06] your new team that you're thinking about\n\n[31:07] doing, right? Implementation, right?\n\n[31:10] It's current stage with your current\n\n[31:12] chart relationship that you have with\n\n[31:14] your vendor, key relationship with your\n\n[31:17] big client, all those things, right? How\n\n[31:19] confident are you that your revenue and\n\n[31:21] operation was still running without you?\n\n[31:25] Zero, no confident. Three, 100%\n\n[31:28] confidence.\n\n[31:30] Everybody good?\n\n[31:33] Question number three, revenue quality.\n\n[31:35] How confident are you that your revenue\n\n[31:37] is diversified across clients? So no\n\n[31:40] concentration risk more than 15 to 20%\n\n[31:42] per each client and that most of your\n\n[31:45] work is repeated and contract based not\n\n[31:48] one project and everything is well\n\n[31:50] tracked repeatable and no one is\n\n[31:54] depending on the single source lease.\n\n[31:56] How confident are you on that?\n\n[32:00] All right\n\n[32:01] we will have a rating at the end. So\n\n[32:03] make sure you take your score. We ready\n\n[32:05] to go on that?\n\n[32:07] All right, last one. How confident are\n\n[32:10] you that your process are documented\n\n[32:13] your key legal and financial document\n\n[32:15] are organized and you can quickly\n\n[32:17] assemble a buy a packet and then you\n\n[32:20] have a plan for exit.\n\n[32:24] All right, fun story for this particular\n\n[32:26] piece. So about um 24 months ago I was\n\n[32:30] doing a deal that we're going to buy\n\n[32:31] this uh e-com we're going to buy\n\n[32:34] e-commerce business actually only sell\n\n[32:36] online and then I was simultaneously\n\n[32:38] going to buy uh also e-commerce not\n\n[32:40] e-commerce business but a product\n\n[32:42] business in the exact same niche but\n\n[32:43] they don't sell they don't sell online\n\n[32:45] but they have all the distribution\n\n[32:47] channel right so when one deal is about\n\n[32:50] to combine in the other deal what my\n\n[32:52] thought was okay great if I buy the guy\n\n[32:54] that only sell online and I buy the guy\n\n[32:56] to sell offline. When I combine that, I\n\n[32:58] literally just double this business and\n\n[33:00] double this business, right? The plan\n\n[33:02] was supposed to work until until we\n\n[33:06] spend six months in due diligence, tens\n\n[33:09] of thousand dollars on lawyers fee and\n\n[33:11] then we find out one thing from the guy\n\n[33:14] that have the distribution channel. It\n\n[33:17] turns out that he has a partner of his\n\n[33:21] business. And not only that, that\n\n[33:23] partner, he owed that partner millions\n\n[33:26] of dollars.\n\n[33:27] And he was going to restructure this\n\n[33:29] business to kick that partner out\n\n[33:32] silently and sell me that business.\n\n[33:36] And I did not find out because the data\n\n[33:39] room wasn't cleaning up. We had to dig\n\n[33:41] and dig and dig and dig. He buried that\n\n[33:44] document. So good day. I had a pretty\n\n[33:46] good lawyer and I'm pretty thorough\n\n[33:47] myself. And we find a document. We're\n\n[33:49] like, \"Wait a minute. You have a\n\n[33:50] partner?\" They're like, \"Oh yeah, I kind\n\n[33:53] of forgot the mansion.\" Like, \"Is it is\n\n[33:56] it is it clean? You guys own 50/50?\"\n\n[34:00] \"No, he's 60.\" Like, \"Huh? Can we talk\n\n[34:04] to him?\" \"No, he's already, you know,\n\n[34:07] like living somewhere else. We're not in\n\n[34:08] contact.\" I'm like, \"Okay, why is that?\"\n\n[34:10] Like, \"Well, it's personal reason.\" Da\n\n[34:12] da da da da. I was like, \"Okay, let's\n\n[34:14] look into it more.\" Then we ask him like\n\n[34:16] do do you owe him is it clean? Do you\n\n[34:18] owe him money? Oh yeah, we owe him about\n\n[34:21] 5 mil.\n\n[34:23] The deal of course fell through, right?\n\n[34:25] And that cost a lot of time. So if you\n\n[34:27] don't want that to happen, be honest up\n\n[34:30] front. Organize all your legal document\n\n[34:32] in place. So that's a little side story.\n\n[34:34] So ready on this one. All right. So\n\n[34:37] let's see the score now. If you have any\n\n[34:39] from one of those area if you have any\n\n[34:42] area that score zero to one that in the\n\n[34:47] buyer's eyes it mean that okay this\n\n[34:49] business is risky it's not an asset and\n\n[34:52] the result is you can get low multiple\n\n[34:54] high earn out and there even no offer\n\n[34:58] all right so if you have any area that\n\n[35:01] is a yellow meaning that is you get a\n\n[35:05] two right you get a two and then the\n\n[35:07] buyer will think okay this is a decent\n\n[35:08] isn't enough business there may some big\n\n[35:10] risk to do I will take a discount on\n\n[35:12] that because it's h work to do but it\n\n[35:14] may be worth the risk when that happen\n\n[35:16] what that mean is you're going to have\n\n[35:18] some cash up front and then you're going\n\n[35:20] to have a whole bunch of string attached\n\n[35:23] who wants a cash offer\n\n[35:26] I want a lot of money up front right but\n\n[35:29] if you have any tools they will have\n\n[35:31] legitimate reasons say okay I'm not\n\n[35:32] gonna pay you all that because I don't\n\n[35:34] believe 100% I believe you enough but I\n\n[35:36] gota trust by verify let's do uh three\n\n[35:38] years, five years seller finance on 50%.\n\n[35:42] And then you just like hope banking they\n\n[35:43] don't mess it up.\n\n[35:45] Last but not least, if you are mostly in\n\n[35:47] green, congratulation. They're going to\n\n[35:49] pay premium price for that. The what you\n\n[35:52] want to do by that time is you want to\n\n[35:54] figure out how to put yourself in a\n\n[35:55] position that will be like breeding\n\n[35:57] frenzy, right? That's called strategic\n\n[35:59] buying, right? So you can like one guy\n\n[36:01] beat on this, one guy beat on this and\n\n[36:02] keep on going to happen. is it's amazing\n\n[36:04] when that happen is it's it's just very\n\n[36:07] fulfilling like damn right it's really\n\n[36:09] cool it's kind of like selling your\n\n[36:10] house if like your agent tells you we\n\n[36:12] get another offer we get another offer\n\n[36:14] but this in the in the business usually\n\n[36:16] in the millions level very fun\n\n[36:20] so\n\n[36:22] from my experience after looking at\n\n[36:23] hundreds of businesses these are the\n\n[36:26] common area that a seven figure agency\n\n[36:28] bleeding on the quality and the earning\n\n[36:31] quality usually\n\n[36:33] people scored around two to three and\n\n[36:35] what that mean is they have some tax\n\n[36:37] write off right they optimize the book\n\n[36:39] based on saving and then the bias see is\n\n[36:42] not clean so on the owner dependency\n\n[36:45] level unfortunately I've been there for\n\n[36:47] many many times zero to one you're the\n\n[36:50] key man risk that's one of the biggest\n\n[36:53] common challenge for agency people\n\n[36:55] because we all start as almost like a\n\n[36:57] technician we are really good at\n\n[36:58] something and we start doing thing and\n\n[37:00] we know we are the one to do this and\n\n[37:03] then we have a hard time letting go of\n\n[37:04] power. Now, not that you can let go 100%\n\n[37:06] but chances are my bet is 60 to 70% of\n\n[37:10] your work could absolutely document and\n\n[37:11] repeat by someone else to do it for you,\n\n[37:13] right? So, usually people score a little\n\n[37:15] bit lower on that side. And revenue\n\n[37:17] quality, again,\n\n[37:20] key factor, you know, when you have a\n\n[37:21] whale client, it's like celebration\n\n[37:23] time, right? It's awesome. This guy, you\n\n[37:25] know, pay me like 20% of my revenue.\n\n[37:27] Like, hallelujah. But when you're\n\n[37:28] selling it, the buyer is like, \"Uh,\n\n[37:30] that's not what I want.\" Because if that\n\n[37:32] guy's left, I just lost 20% of what I\n\n[37:34] pay you. Last but not least, um,\n\n[37:37] document. Usually it's is afterthought.\n\n[37:39] You create a system, you're running it\n\n[37:41] for a whole year, two year, three years,\n\n[37:43] it's still in your head because you\n\n[37:44] still try to improve it and you tell\n\n[37:46] yourself, you might be telling yourself,\n\n[37:48] one day when I perfect this system, I'm\n\n[37:50] going to put on a paper. Well, for\n\n[37:51] example, if you are doing only SEO, you\n\n[37:54] know, like that system will never be\n\n[37:55] perfect because Google keep messing you\n\n[37:57] up, right? So, you got to put something\n\n[37:59] on the paper and start going and\n\n[38:00] changing it.\n\n[38:02] So, the create the real risk here is uh\n\n[38:05] the buyer don't believe your story. The\n\n[38:07] buyer look at your your your earning,\n\n[38:09] they they don't believe it. And they\n\n[38:11] look at your risk, they don't believe\n\n[38:12] this is a safe business. And that's how\n\n[38:14] you get discount and low offer. And\n\n[38:17] again, if you think about it, if you are\n\n[38:19] selling because you're ready, I've been\n\n[38:22] there. You're gonna want you're gonna\n\n[38:23] take the offer, which sucks. So, only\n\n[38:26] sell when the business is ready, not\n\n[38:28] when you're ready.\n\n[38:31] So, here's a quick fix, right? When we\n\n[38:32] did the survey, uh, we pretty much like\n\n[38:35] break out pretty 30 30 on different\n\n[38:37] sector. So, if you're running a 1 to3\n\n[38:39] million agency, u, meaning on the\n\n[38:41] revenue, these are the quick fix. You\n\n[38:43] probably have some foundational fix is\n\n[38:45] you want to clean boat separate your\n\n[38:47] personal expenses and you want to make\n\n[38:50] sure that you know you you can\n\n[38:53] structure your business so point that\n\n[38:54] you cons consistently showing uptrend\n\n[38:56] for three years and then you want to\n\n[38:59] start uh reducing that you are the one\n\n[39:01] that doing everything. So that's the\n\n[39:04] needle mover for agency that size. For a\n\n[39:07] $37 million agency, chances are you want\n\n[39:10] to start de-risking and start scaling by\n\n[39:13] not having a concentration of one client\n\n[39:15] that more than 15 to 20% of your\n\n[39:16] revenue. And then you want to move to a\n\n[39:18] longerterm retainer and you want to\n\n[39:20] build a real relationship with layer\n\n[39:22] meaning that you want to have a have a a\n\n[39:24] manager in between and start introducing\n\n[39:26] those relationship to it. Right?\n\n[39:29] And last but not least, you kind of want\n\n[39:30] to tighten up what a buyer ready mean.\n\n[39:33] Start working a plan out that you know\n\n[39:35] whether you want to really exit or not,\n\n[39:37] but it's all unbiased. Um, have you\n\n[39:39] heard he heard about this little company\n\n[39:41] called IBM?\n\n[39:43] IBM founder has famously said it. The\n\n[39:45] reason IBM is so successful since day\n\n[39:47] one, he envisioned the exit of IBM. But\n\n[39:50] we all know IBM was never exit. It just\n\n[39:53] went publicly. Trey, right? So when you\n\n[39:56] build a when you build a business from\n\n[39:58] the end to the front like that way\n\n[40:01] backward you starting to see things much\n\n[40:03] differently and you start envisioning\n\n[40:05] things are much bigger. So last but not\n\n[40:08] least, the one that doing seven plus\n\n[40:10] what you really want to do, you're doing\n\n[40:11] a lot of things great already. You want\n\n[40:12] to start to anything the idea that\n\n[40:14] instead of just having a CPA having an\n\n[40:17] auditor and start auditing your book\n\n[40:19] again, we talk about instead of selling\n\n[40:21] from trailing 12 months, you're selling\n\n[40:23] a forward 12 months and get yourself the\n\n[40:25] extra 20 30%. just by paying for the\n\n[40:27] audit.\n\n[40:29] And then you can also um put in layers\n\n[40:32] and understanding that you need to\n\n[40:34] position yourself whether it's a\n\n[40:37] strategic buy or roll up something that\n\n[40:39] instead of just selling to a n a next\n\n[40:42] guy that want to buy a job, you want to\n\n[40:43] start planning that who are you want to\n\n[40:45] sell it to, right?\n\n[40:48] And last but not least, I want to kind\n\n[40:49] of just uh inspire you this idea. This\n\n[40:52] is how the um the valuation go with the\n\n[40:55] with the private equity in the real\n\n[40:57] world when you go public trade, right?\n\n[40:59] If you are SDE doing under $2 million on\n\n[41:03] net profit and $10 million in sales,\n\n[41:05] you're roughly trading about two and a\n\n[41:07] half eggs after earning. If you turn it\n\n[41:11] to IBIDA, a professional management, you\n\n[41:13] will trade about four to five 4.5\n\n[41:15] roughly. That's the average. Now look at\n\n[41:17] the next number. Who want to sell with a\n\n[41:20] 15x\n\n[41:22] 15?\n\n[41:23] So if you have a business doing a\n\n[41:25] million and that instead of selling for\n\n[41:26] 4.5 you sell 15 million. Is it exciting\n\n[41:30] that when that happened there's only one\n\n[41:32] thing from IBIDA to that level is the\n\n[41:35] size of the business as you can see it\n\n[41:38] you're already professionally managed\n\n[41:40] right the only difference is the size\n\n[41:42] instead of doing under $2 million IBIDA\n\n[41:44] you're doing above $2 million IDA and\n\n[41:46] let me just kind of throw little hints\n\n[41:47] out there the fastest way to get from\n\n[41:51] IBIDA to the next level to double digit\n\n[41:53] exit is something called the roll up who\n\n[41:56] here have heard roll up before. All\n\n[42:00] right. So, I'm just do it real quick.\n\n[42:01] What roll up really mean is like for\n\n[42:03] agency wise, right? Let's have uh four\n\n[42:07] of our agency that is running at under\n\n[42:10] IBIDA professionally managed doing half\n\n[42:12] a million dollar IBIDA. Let's combine\n\n[42:14] them and sell it together.\n\n[42:16] Because of that, you each not only\n\n[42:20] selling not at 4.5, you could be selling\n\n[42:24] in double digit just because you join\n\n[42:26] force under one umbrella. Look how many\n\n[42:29] agencies here in this room.\n\n[42:32] Can you see a roll up happening? That's\n\n[42:35] how you get to the big buck without\n\n[42:36] doing fundamentally something change\n\n[42:38] structure-wise.\n\n[42:41] So nothing to pitch. I have a 16\n\n[42:44] question test is assessment that more\n\n[42:46] pertain to your to your specific\n\n[42:48] business. So scan the QR code. Uh once\n\n[42:52] you're done with the assessment, it will\n\n[42:54] give you only take five minutes. Under\n\n[42:56] this uh under the 16 questions later,\n\n[42:58] you'll get the buy refac\n\n[43:03] and you also uh will have a prepare list\n\n[43:06] on prepare you when you want to sell\n\n[43:07] between 8 to 36 months.\n\n[43:11] Everybody get that before I change to\n\n[43:12] next slide.\n\n[43:14] All right, take the assessment. It's\n\n[43:16] good stuff.\n\n[43:17] So that 18 36 months is that from start\n\n[43:20] date or from the time you're planning to\n\n[43:22] exit\n\n[43:22] from your plan to exit.\n\n[43:24] So in your uh experience, how many years\n\n[43:28] does it usually take business to get\n\n[43:30] ready for that 36 month?\n\n[43:33] Great questions. So I have seen anywhere\n\n[43:36] between six to 36 months. Now six months\n\n[43:39] is like you know how I was talking about\n\n[43:41] there's four area right each like four\n\n[43:44] area and then there's 26 things to do\n\n[43:47] right 11 thing to do on earning side 15\n\n[43:50] things to do on the multiple side it\n\n[43:52] depend on like how much time you allow\n\n[43:54] yourself to hit all those things right\n\n[43:56] it's really I hate to say it's really\n\n[43:59] depend but I've seen as fast as six\n\n[44:00] months if you come um you know you you\n\n[44:03] tell me like oh I have the key man\n\n[44:05] effective already removed I just want to\n\n[44:07] you know tighten up the revenue and\n\n[44:08] they'll clean up the books all those\n\n[44:09] things those are fast right but if you\n\n[44:11] say oh I'm still the you know the guy\n\n[44:13] that running everything now that takes\n\n[44:15] time to hire the a player to train the a\n\n[44:17] player to think like you make decision\n\n[44:19] like you right that that's what usually\n\n[44:21] take the longest time does make sense\n\n[44:24] right so I would say at fast is six\n\n[44:26] months um 18 months is the medium 36\n\n[44:29] month you pretty much get it done pretty\n\n[44:31] good\n\n[44:34] yep\n\n[44:37] I was just going to ask like on a\n\n[44:39] business or category that's hot like\n\n[44:41] that spot is there a time reduction\n\n[44:45] like you sell it in six months because\n\n[44:47] it's hot\n\n[44:49] great question\n\n[44:50] Joe can you repeat the question\n\n[44:52] all right the question Chad asked is on\n\n[44:54] a very hot market like Masbar right like\n\n[44:57] can you reduce the time to get ready to\n\n[45:00] get the highest multiple right the\n\n[45:02] answer is it also it depends think about\n\n[45:04] it the highend of that category right\n\n[45:08] now is 8x. You could be the low end and\n\n[45:11] 5x. So you have a range, right? It's\n\n[45:14] always a range, right? So what I mean by\n\n[45:17] that is you never chase the number of\n\n[45:20] the multiple because it's never up to\n\n[45:22] you, right? We who here own a house or\n\n[45:26] own a house before, right? What is your\n\n[45:28] house market value? What's your house\n\n[45:30] value?\n\n[45:33] Exactly. business is exactly the same\n\n[45:35] way, right? That mean some crazy people\n\n[45:38] think, \"Oh, you know what? I'm really\n\n[45:39] looking at the industry. This is my 15.\n\n[45:42] It happens.\" But those are off, right?\n\n[45:45] You can never control the actual\n\n[45:48] multiple number, but you can control the\n\n[45:50] range that you'll fit in at that one\n\n[45:53] given time market. Does that make sense?\n\n[45:56] Great question. And you have a question.\n\n[45:58] So a couple slides ago you showed that\n\n[46:00] if you go back just a couple slides, the\n\n[46:02] one where Yeah, that one. So how come\n\n[46:05] that third one is 15.2 times when it's\n\n[46:09] growing at a 32% increase? Why is the\n\n[46:13] next one 21.3%\n\n[46:15] when there's no change?\n\n[46:17] Yeah, it's because you're the big boy.\n\n[46:19] The private equity bought you. They they\n\n[46:22] saw your track record. They're going to\n\n[46:23] take over\n\n[46:25] even though it's not showing the same\n\n[46:26] growth. You have to have the 32 already\n\n[46:29] to start.\n\n[46:30] Yeah.\n\n[46:30] Yeah. Sorry about the confusion but yeah\n\n[46:33] you have to maintain the three years\n\n[46:34] growth with that number then like okay\n\n[46:36] after we take over we can grow 200%.\n\n[46:40] Like you'd be amazed the resources like\n\n[46:42] private equity has that they they really\n\n[46:44] know like they don't mess around you\n\n[46:46] know if they buy a company for like $10\n\n[46:47] million they will turn around make 50 in\n\n[46:50] a year like it's crazy what they can the\n\n[46:53] resource the talent they have because\n\n[46:55] they have money they buy the best like\n\n[46:57] expert and this and they combine it they\n\n[47:00] do some crazy stuff.\n\n[47:06] All right. Well,\n\n[47:07] just one question obviously here today\n\n[47:10] so many people are going to walk out of\n\n[47:11] here changing\n\n[47:13] what Ted talked about versus something\n\n[47:16] like a med spot where the turnover and\n\n[47:18] the technology change in your in terms\n\n[47:20] of their daily practices might be 10% a\n\n[47:22] year or pick a number whereas we might\n\n[47:24] change 40% with the AI versus two years\n\n[47:27] ago we're almost 80 70 80 90% different.\n\n[47:30] So, how do we get that degree of\n\n[47:31] certainty? Someone's still going to want\n\n[47:33] to buy us. It's because of the the value\n\n[47:34] of the retainer because we have such\n\n[47:36] high turnover on the day-to-day\n\n[47:37] practices of what we're doing.\n\n[47:39] Yeah, love that questions.\n\n[47:41] What you want to do is that's two level\n\n[47:43] of SOP. The first level SOP is the tech\n\n[47:46] technical SOP, right? How do you\n\n[47:47] actually do this thing? You've forgotten\n\n[47:50] today. You're sitting here spend your\n\n[47:52] time to come to come to this event and\n\n[47:53] learn this thing. It's a yearly thing,\n\n[47:55] right? That is SOP.\n\n[47:58] That's how you learn, right? That's SOP.\n\n[48:01] If you have a manager, that's what you\n\n[48:02] would do, right? Every year go to SO\n\n[48:04] Rockstar and learn the thing and\n\n[48:07] implement that. You see what I mean?\n\n[48:08] It's like a SOP on that's how you run.\n\n[48:16] So, so the education, the ability to\n\n[48:18] handle the turn around changes.\n\n[48:20] Yep.\n\n[48:20] That's we document that as part of the\n\n[48:22] SOP on paper and then train the person\n\n[48:24] starting to think like us.\n\n[48:26] Yes.\n\n[48:26] Thank you. Like what like like I feel\n\n[48:28] sorry I said before right the decision\n\n[48:30] tree how do you make decision and here\n\n[48:33] that's what you're doing here you\n\n[48:34] collect information right something\n\n[48:36] brilliant everybody say t say right then\n\n[48:38] you make a decision on okay which one\n\n[48:39] I'm going to implement first you have\n\n[48:42] that in your you know you're not going\n\n[48:43] to implement everything today you know\n\n[48:46] how you prioritize you just never\n\n[48:47] documented it and AI literally is going\n\n[48:50] to help you recognize my pattern\n\n[48:53] recognition on how I make decision this\n\n[48:55] how I make the last 10 decision\n\n[48:58] they always see a pattern and that's\n\n[48:59] trainable.\n\n[49:01] Yep.\n\n[49:02] So if you have a business um and you\n\n[49:06] talked about separating the personal and\n\n[49:07] the business, but what if the business\n\n[49:09] also has assets for example that\n\n[49:13] may or may not be attractive to a buyer?\n\n[49:16] You're using agencies that let's just\n\n[49:18] say you have an\n\n[49:26] agency that's an asset, but it can also\n\n[49:28] be separate. So, can you when you're\n\n[49:29] when you're doing your business, do you\n\n[49:31] would you separate it two separate\n\n[49:33] things?\n\n[49:34] You see the smile here? I love that\n\n[49:36] question. This is cool. I'm going out\n\n[49:38] with that a little bit. So, the answer\n\n[49:39] is yes and no. Let me ask you this\n\n[49:41] question.\n\n[49:42] The earning there for your agency is\n\n[49:45] that we how how much is contribute\n\n[49:47] because of this 6,000 link you have. If\n\n[49:50] without the 6,000 link, can this\n\n[49:52] business still make the money like it\n\n[49:54] is?\n\n[49:54] Yeah.\n\n[49:55] If the answer is yes, then\n\n[49:56] congratulation. You would do a cough\n\n[49:58] out, what they call a cough out\n\n[49:59] internally. You want to have a separate\n\n[50:01] entity, right? Create a separate entity,\n\n[50:04] own that 6,000 link, right? for whatever\n\n[50:08] you need to do because you you tell me\n\n[50:09] the agency don't need it for that. So\n\n[50:12] you would remove that to the entity\n\n[50:14] first and just sell the book of the\n\n[50:16] agency. So that way you still keep that.\n\n[50:18] They call it like you asked me that. You\n\n[50:22] asked me that, right? Mike asked me that\n\n[50:23] when we're doing the valuation call. Um\n\n[50:25] there's another story. Super cool. Um\n\n[50:27] that's called um the goose and a right.\n\n[50:31] If the 6,000 link is what give you the\n\n[50:33] power to do what you need to do in terms\n\n[50:35] of ranking wise that's the goose the\n\n[50:38] eight is the agency because of this\n\n[50:40] 6,000 you're able to serve the client do\n\n[50:42] ABCDFG so what is the beauty part of\n\n[50:45] this you keep this a\n\n[50:48] buyer buy I mean you keep the goods the\n\n[50:50] buyer buy the the buyer buy the egg\n\n[50:52] they're still going to have to pay you\n\n[50:53] for this thing and you can still you\n\n[50:55] know use this to monetize and provide\n\n[50:57] services for other things and so this\n\n[50:59] thing you should never Well, like that's\n\n[51:01] why Taylor Swift bought all her album\n\n[51:04] right back cuz those are the goose.\n\n[51:08] Great question.\n\n[51:10] Yeah.\n\n[51:11] Will that lower your valuation if you're\n\n[51:13] keeping the goose? Will the buyer be\n\n[51:15] like, well, if I have to buy if I have\n\n[51:17] to buy this from you, it's going to cost\n\n[51:20] more.\n\n[51:21] Yes and no. That's why the the key\n\n[51:23] question it really is everything you\n\n[51:26] say, everything you provide on the boat,\n\n[51:28] you it has to be defendable. If I the\n\n[51:30] buyer is gonna ask the same question.\n\n[51:32] Okay, great. And so you're telling me\n\n[51:34] that um the agency is going to run exact\n\n[51:37] same way, create exact same result and\n\n[51:40] income without your link. Prove to me if\n\n[51:44] you can prove that then there's go. It's\n\n[51:45] a separate entity. I'm not selling you\n\n[51:47] this. Sorry. I'm selling you this. Now\n\n[51:50] if you want to buy it, we can make a\n\n[51:51] deal. Right? It's all making a deal. So\n\n[51:55] that is really depend on can you prove\n\n[51:57] that story, right? Whatever you put on\n\n[51:59] the book is there's a story to tell. Can\n\n[52:02] you defend their story? Like literally\n\n[52:04] not like trick them, you know, with\n\n[52:06] manipulation. It's truly defend the\n\n[52:07] story. If you cannot, don't do it\n\n[52:10] because you just break the trust. You\n\n[52:11] break the trust, they're going to walk\n\n[52:12] away. You have to understand that this\n\n[52:14] big time buyer, you know, hopefully\n\n[52:15] you'll all get to the level selling for,\n\n[52:17] you know, tens of millions. That's my\n\n[52:18] goal for you. They understand. They\n\n[52:21] understand. They're not a lot of them\n\n[52:22] are pretty honest about it actually.\n\n[52:24] They're not here to game you. They just\n\n[52:26] really try to understand because they\n\n[52:28] have invested in they have investor to\n\n[52:30] answer to themselves, right? So you have\n\n[52:32] to able to defend whatever you tell\n\n[52:34] them.\n\n[52:36] Go ahead Pete first. Sorry. Go ahead.\n\n[52:38] Do do vendor relationships or vendor\n\n[52:41] stability come into play at all?\n\n[52:42] Absolutely.\n\n[52:44] Yep. So let's say you have for example\n\n[52:46] the only thing I can think of you know\n\n[52:48] correct me if I'm wrong. The vendor\n\n[52:49] relationship for any agency you have is\n\n[52:51] either a um maybe service provider like\n\n[52:54] the white labeling right or a software\n\n[52:57] right so as long as you have a contract\n\n[53:00] clearly say this is transferable\n\n[53:04] right this is transferable then the blog\n\n[53:06] is like okay it's transferable no\n\n[53:08] problem\n\n[53:10] and\n\n[53:11] actually\n\n[53:13] I assume correct me if I'm wrong if you\n\n[53:16] had a carve out you would want to move\n\n[53:18] that separate entity as part of the\n\n[53:20] carel process or it's part of the\n\n[53:21] cleanup process.\n\n[53:23] Yes.\n\n[53:23] Y\n\n[53:24] so like you're talking about a bunch of\n\n[53:26] URLs that they become a vendor for your\n\n[53:30] agencies.\n\n[53:31] Yep.\n\n[53:32] And then when somebody buys your\n\n[53:33] business, they could choose another\n\n[53:35] vendor theoretically if they wanted to.\n\n[53:38] Yes.\n\n[53:38] Correct.\n\n[53:40] That's great question and statement\n\n[53:42] right there too.\n\n[53:43] Ideally, if you do cough out like that,\n\n[53:46] you better make sure that the agency can\n\n[53:48] really function without it. Really like\n\n[53:51] if they want, let's say you own a\n\n[53:52] software company, right? Let's say you\n\n[53:53] own a software company, doing a whole\n\n[53:55] bunch of awesome ninja co SEO stuff and\n\n[53:57] you own the agency that you actually pay\n\n[53:59] the software company money to use it.\n\n[54:01] You better make sure that the agency can\n\n[54:03] function and produce the exact same book\n\n[54:05] without this software. Meaning that you\n\n[54:07] can if you go to if they choose to go to\n\n[54:08] your competitor, so be it. That's how a\n\n[54:11] clean cut out need to happen.\n\n[54:14] So you she so you disclose whatever your\n\n[54:16] other entities are the end.\n\n[54:18] You do. Yeah. Because it's on the book,\n\n[54:20] right? Like for your case, right? I\n\n[54:22] assuming there'll be a line item on your\n\n[54:25] book saying that okay, I'm paying this\n\n[54:26] software I don't know this 6,000 lane\n\n[54:28] 200k a year,\n\n[54:30] right?\n\n[54:30] actually my my example although I do\n\n[54:33] play pay\n\n[54:34] some people in here for just like that\n\n[54:37] and things like that but I was referring\n\n[54:39] more to if I have domains and I have my\n\n[54:42] own PBNs if\n\n[54:43] what's that\n\n[54:44] I'm sorry if I just have if I just have\n\n[54:46] my own uh network\n\n[54:48] okay\n\n[54:48] and maybe I do le I don't pay anybody\n\n[54:52] well I can help Joe because I don't have\n\n[54:54] but what I'm saying is I I own this\n\n[54:57] has to be able to rank without it and so\n\n[54:59] if you take your link I don't know what\n\n[55:00] my question is.\n\n[55:02] I don't have to remove a link. My\n\n[55:05] clients can keep the link. I own this,\n\n[55:06] but I I may link to it uh industry A, B,\n\n[55:11] C.\n\n[55:12] Now, if I'm a buy your agency and I see\n\n[55:14] them incoming links, I'm going to say,\n\n[55:15] hey, what is this? And then I'm going to\n\n[55:17] ask you and be like, why wasn't this\n\n[55:18] part of the acquisition? So, there's a\n\n[55:20] way around it, I'm sure, but it needs to\n\n[55:23] be really\n\n[55:23] So, you're talking about link. I'm\n\n[55:24] talking about the property. Just let's\n\n[55:27] say it doesn't have links. Let's just\n\n[55:29] say that I'm selling SEO Superstar and I\n\n[55:34] have a link that's SEO Superstar Texas\n\n[55:38] and I don't have anything on there. I\n\n[55:40] have no I just own a domain\n\n[55:42] and I have tons of domains.\n\n[55:44] No, that's your is a brand trademark.\n\n[55:47] That's all yours.\n\n[55:48] That's yours.\n\n[55:48] That's all yours. Now, you wouldn't be\n\n[55:50] able to go like work on that brand that\n\n[55:52] you just sold them\n\n[55:54] would be yours\n\n[55:55] that lasted four minutes.\n\n[55:56] Correct. So the bottom line is the buyer\n\n[56:00] is buying your book of business, right?\n\n[56:03] It could be branding, it could be some\n\n[56:04] IP in place, but whatever they buy from\n\n[56:07] the book, right? There's some numbers\n\n[56:09] contribute to the bottom line, right?\n\n[56:11] The expenses, the revenue. As long as\n\n[56:13] you can prove that whatever you coughed\n\n[56:15] out, that number, the meth the\n\n[56:18] mathematic behind it, the formula,\n\n[56:20] whatever, right? The number that comes\n\n[56:22] out is still the same. Then you're good\n\n[56:24] to go.\n\n[56:26] Anyone\n\n[56:29] else questions?\n\n[56:30] Thank you, Joe.\n\n[56:31] Oh, one more question.\n\n[56:34] One question. So, I've told businesses\n\n[56:36] before, like smaller businesses, but\n\n[56:38] when you get to private equity, does it\n\n[56:40] have to be uh like uh uh on the stock\n\n[56:43] market list or how do you get these\n\n[56:44] private equities to look at a business?\n\n[56:50] The connection.\n\n[56:52] Yeah, it's not pitch, but it really is\n\n[56:55] connection. Like\n\n[56:56] are you a broker?\n\n[56:57] I'm not a broker.\n\n[56:58] Like I'm what I mainly do is I'm\n\n[57:00] investor myself, right? My goal is to be\n\n[57:02] part of the exit. But before that I we\n\n[57:05] need to vet people, right? Not everybody\n\n[57:06] can, you know? So what I do is I'm exit\n\n[57:09] planner. I'm help you plan the exit so\n\n[57:12] you can get the most out of it, right?\n\n[57:14] Like we did the evaluation call like the\n\n[57:17] whole thing that I show you about the\n\n[57:18] 26. I mean it's 26 things. How do you\n\n[57:22] know which one to do first? Right?\n\n[57:24] That's a path as each business is\n\n[57:26] unique. There's no like one size f but\n\n[57:29] those 26 thing it is the 26 things. It\n\n[57:31] just matter of which business need to do\n\n[57:33] what first to create the most result and\n\n[57:35] get to the other like a compounding\n\n[57:37] effect right so that's kind of really\n\n[57:39] kind of like what you guys doing with\n\n[57:40] SEO like do you do the map thing first\n\n[57:42] do you do the link first right it's\n\n[57:44] that's that's the right order of doing\n\n[57:46] things but each business is a little bit\n\n[57:47] different so to answer your question\n\n[57:51] you can get to private equity\n\n[57:54] mostly because of relationship because\n\n[57:56] they also want to trust they private\n\n[57:58] equity job is to buy deals\n\n[58:01] Right? They don't lack the job is not\n\n[58:04] they don't lack of money, right? They\n\n[58:05] have infinite I don't know why, right? I\n\n[58:08] wish I do. They have infinite amount of\n\n[58:10] money to buy things. So the job is to\n\n[58:13] figure out what is a good deal. So you\n\n[58:16] can see the bottleneck, right? The\n\n[58:17] bottleneck is junk deal. That's the\n\n[58:20] biggest cost. Like you know, long story\n\n[58:23] short, you know, I shouldn't tell the\n\n[58:24] story. It's recorded to ask me after the\n\n[58:26] call, not recorded. I'll tell you story\n\n[58:28] then you like boom. Right? Like one last\n\n[58:31] things um to kind of give you an idea on\n\n[58:33] who buy agency. Literally this la not\n\n[58:36] last Monday this past Monday I just\n\n[58:38] talked to uh one company they sold to\n\n[58:41] Fiverr.\n\n[58:44] An agency did.\n\n[58:45] Yeah. Agency sold to Fiverr. Fiverr by\n\n[58:48] agency.\n\n[58:49] Were they already on Fiverr?\n\n[58:51] They were. And then if you Google\n\n[58:53] literally Google right now like Fiverr\n\n[58:55] acquisition that's Fiverr spent eight\n\n[58:57] figure by agency. it happened. Now I'm\n\n[59:00] not saying all will be qualified but I'm\n\n[59:03] saying it could be engineered to make it\n\n[59:05] happen now that you know five or five\n\n[59:06] people. Yeah.\n\n[59:08] So if like med spas are the hot thing\n\n[59:10] right now in private equity that's like\n\n[59:13] something like the agency market\n\n[59:17] where does that rate in terms of being\n\n[59:19] kind of hot or cold?\n\n[59:22] The truth is it's is\n\n[59:24] no control is it's like AI everything is\n\n[59:28] AI is hot right let me give you an idea\n\n[59:30] for a while have you heard of a company\n\n[59:32] orange fury\n\n[59:34] it's pretty it's pretty good right they\n\n[59:36] they got something cool you need to\n\n[59:37] figure it out at one point oh last tips\n\n[59:40] at one point well sorry let me rewind\n\n[59:44] back if you have two companies side by\n\n[59:46] side one is regular company moms and pop\n\n[59:48] runs right and one is under franchise\n\n[59:51] Okay, doing the exact same thing, same\n\n[59:53] book. Chances are the franchise one will\n\n[59:56] sell at least one to two times more on\n\n[59:57] multiple and the reason for that is the\n\n**[01:00:00]** risk fan. What the franchise have beside\n\n**[01:00:03]** the brand systems? They have a flawless\n\n**[01:00:06]** system in place. You would argue, right?\n\n**[01:00:08]** And that's why McDonald can turn out\n\n**[01:00:10]** like nothing Subway. That's why the\n\n**[01:00:13]** system what I'm showing today is what\n\n**[01:00:15]** makes to eBay, right? It's the system in\n\n**[01:00:17]** place. That is the same effect as if you\n\n**[01:00:20]** buy a franchise. So to answer your\n\n**[01:00:23]** question, you really don't know because\n\n**[01:00:26]** even orange free like it's a gym. How\n\n**[01:00:29]** much can you sell at one point? Orange\n\n**[01:00:31]** pe will sell for 20 eggs. It's a\n\n**[01:00:34]** freaking gin.\n\n**[01:00:35]** Oh my gosh.\n\n**[01:00:37]** But no one can ever game this kind of\n\n**[01:00:39]** market unless you you you your market\n\n**[01:00:42]** maker, right? Like you know I work with\n\n**[01:00:43]** a lot of you know my mentor like some of\n\n**[01:00:45]** them are market maker. What that is is\n\n**[01:00:47]** um let's say uh I share with Brian the\n\n**[01:00:49]** other day so I'm not going to go in\n\n**[01:00:51]** detail a little bit. Um let's say uh\n\n**[01:00:53]** mass buy is hot. All the private\n\n**[01:00:54]** equities like oh this is hot. I'm going\n\n**[01:00:56]** to buy all up I'm over bidding on that.\n\n**[01:00:58]** Right. They are they are there deal\n\n**[01:01:00]** maker out there quietly making a new\n\n**[01:01:03]** class of industry and repackage it and\n\n**[01:01:06]** show it to the public equity something\n\n**[01:01:08]** that maybe in regular people eyes is\n\n**[01:01:10]** like oh yeah I'm going to pay you one or\n\n**[01:01:11]** two if you're lucky but when they're\n\n**[01:01:13]** done the public I'm gonna pay you 10 for\n\n**[01:01:16]** that that's the real game comes and\n\n**[01:01:19]** that's financial engineering\n\n**[01:01:26]** thank you thank you Hey yo.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_1_-_Matt_McDermott", "title": "SEO Rockstars 2026: Day 1 - Matt McDermott", "video_url": "https://www.youtube.com/watch?v=yjv_i41FDoU", "transcript": "[00:04] Everybody, thank you. I'm actually going\n\n[00:06] to change actions I'm going to take\n\n[00:08] afterward based on information I've\n\n[00:10] learned today from everybody Joe's with\n\n[00:12] structuring the system. Thank you. All\n\n[00:14] the way down to the video creation, Chad\n\n[00:16] and uh and Dan. So, there's a lot to go\n\n[00:19] on. I wanted to explore something that I\n\n[00:22] found across the board saying we're so\n\n[00:24] used to all the main centralized\n\n[00:25] platforms. We care about Google and all\n\n[00:28] of our AI, our chat GBT. We care about\n\n[00:31] Instagram, YouTube, and all the rest.\n\n[00:34] But there's an entire ecosystem of web 3\n\n[00:36] decentralized crypto NFT platforms that\n\n[00:39] exist out there. And somehow the bug got\n\n[00:42] in me way too long ago. Does this move\n\n[00:45] the needle in something that we do trust\n\n[00:47] like Google and now of course AI?\n\n[00:49] Because it was about two and a half\n\n[00:50] years ago before the AI overviews really\n\n[00:52] hadn't started coming in. I think I\n\n[00:54] found some stuff that might be of\n\n[00:55] interest to you. And this is going to be\n\n[00:56] as much of a Q&A as time goes on. But\n\n[00:58] the big thing is, can it move the needle\n\n[01:00] locally or nationally? It could be in\n\n[01:02] YouTube. It could be you want to enhance\n\n[01:05] uh something to do with web 3. You might\n\n[01:07] have a client who wants to accept\n\n[01:08] Bitcoin and let that be known to the\n\n[01:10] rest of the world. Plumbers Dallas\n\n[01:12] accept Bitcoin. Whatever it is, I think\n\n[01:14] we found some stuff that for the first\n\n[01:16] time here, but this is a this is not\n\n[01:18] definitive. This is beginning the topic\n\n[01:20] to then run it through. an audience as\n\n[01:22] scrutinizing and as\n\n[01:26] tough as you are in a good way to make\n\n[01:28] sure that it passes the filter instead\n\n[01:29] of just my talking to a local chamber of\n\n[01:31] commerce and I'm basically speaking to\n\n[01:32] an echo chamber. Okay, is that cool with\n\n[01:34] it? Please ask your questions as time\n\n[01:35] goes on. I want to make this fun,\n\n[01:37] something you haven't likely seen before\n\n[01:39] and then the question is does it help\n\n[01:41] you? And then customize because then I\n\n[01:42] can customize what I do later on as a\n\n[01:44] follow-up based on your feedback because\n\n[01:46] what I think it might go, it may be\n\n[01:48] something completely different. So this\n\n[01:50] is brand new turf. So, if you roll the\n\n[01:51] clock back to when you first learned\n\n[01:52] about Google and you learned about um\n\n[01:55] private blog networks, what is it? And\n\n[01:57] of course, all the nuances of it or our\n\n[01:58] press releases, which press release\n\n[02:00] service\n\n[02:01] overwhelming at first. I think when we\n\n[02:03] all first did this, we got into this\n\n[02:04] crazy world. I want to do a couple\n\n[02:06] things to hopefully make it fun and\n\n[02:07] interesting.\n\n[02:09] Get this right.\n\n[02:12] Oh, yeah.\n\n[02:14] I'm sorry.\n\n[02:16] No, no, no. The PowerPoint PowerPoint.\n\n[02:19] There's a PDF. It's a PDF. So,\n\n[02:20] okay. So, here we go.\n\n[02:22] Which I did wrong.\n\n[02:23] Uh,\n\n[02:23] you got the magic touch.\n\n[02:25] Yeah, probably.\n\n[02:27] Let's see here.\n\n[02:29] Uh, because it worked just a minute ago.\n\n[02:31] Right.\n\n[02:32] So, give me just a second.\n\n[02:33] Sure. Thank you.\n\n[02:34] Let's do this.\n\n[02:36] I'm going to turn this off and just do\n\n[02:38] it like this.\n\n[02:40] Okay. And what just happened?\n\n[02:48] I can go down that way. I'll go manual.\n\n[02:49] That's fine. Perfect.\n\n[02:51] But it should I tested it just a minute\n\n[02:53] ago and it did. I don't know what\n\n[02:54] happened.\n\n[02:55] That's cool. Hey, adjust on the fly.\n\n[02:56] There it is right there. And then just\n\n[02:58] try the back.\n\n[03:00] Um,\n\n[03:02] well, as you're saying, this works.\n\n[03:06] There it goes. I don't know which one\n\n[03:08] right. Awesome.\n\n[03:08] Yeah, I think it's just going down.\n\n[03:10] Okay.\n\n[03:12] Like hit literally right there. Point it\n\n[03:14] right at it.\n\n[03:16] There we go.\n\n[03:17] So the question is the type of\n\n[03:18] platforms. You've probably heard about\n\n[03:20] all these things and most of you said\n\n[03:23] that doesn't really benefit me. Um I\n\n[03:25] broke it down to four categories subject\n\n[03:27] to change. This is just Matt's filter of\n\n[03:30] the world. So please time goes on. Uh\n\n[03:33] web 3 domains and websites. Who's heard\n\n[03:35] of things like unstoppable domains and\n\n[03:37] free names? Anyone played in that pool\n\n[03:39] yet? Okay. Got some cool things\n\n[03:41] especially on the freeame side of some\n\n[03:43] things that way for you. uh the web3\n\n[03:45] TLDDS the web3 digital identity is not\n\n[03:48] this new digital ID that's coming in\n\n[03:50] this is more like um you would log into\n\n[03:51] a thirdparty app under uh Dory or\n\n[03:55] something like that so that's how this\n\n[03:57] would go and then the question is how\n\n[03:58] does that move the needle for what we're\n\n[03:59] trying to accomplish heavy emphasis\n\n[04:02] going on with the world going on right\n\n[04:03] now just from political uh fiat\n\n[04:05] currencies world changing type of things\n\n[04:08] a push for the privacybased platforms\n\n[04:11] people want to not be encroached upon\n\n[04:12] and be made into an AI I so the other\n\n[04:15] platforms out there that they're going\n\n[04:17] to are actually moving the needle in\n\n[04:19] Google simultaneously. So that'll be\n\n[04:21] your decentralized publishing and\n\n[04:22] decentralized social media,\n\n[04:24] decentralized media sharing. And I'll\n\n[04:25] give a little uh I found a clip there\n\n[04:27] that breaks down all the social media,\n\n[04:28] the eight or nine different categories.\n\n[04:30] And then they'll have alternatives for\n\n[04:32] everything. I haven't tested all of it\n\n[04:34] yet, but x amount of good percentage of\n\n[04:37] them now are actually showing up and\n\n[04:39] getting indexed in Google. So I hope\n\n[04:40] that helps of interest to you. crypto\n\n[04:42] and tokens. For those of you who trade,\n\n[04:44] this is not trading. This is a different\n\n[04:46] animal. This is going to be people who\n\n[04:47] want to accept alternate currencies,\n\n[04:49] token gated communities, virtual lands,\n\n[04:52] which is fun because that actually gets\n\n[04:53] to play with people's emotions. This is\n\n[04:55] what I talked about in breakfast with\n\n[04:56] some of the people today. You can do\n\n[04:57] things that have emotional meaning, not\n\n[04:59] just to yourself, but to your clients,\n\n[05:02] audiences, things that resonate with\n\n[05:04] them. So, um, football, uh, Dallas\n\n[05:07] Cowboys are here, but who's who's a\n\n[05:08] diehard NFL fan by any chance? Anybody\n\n[05:10] here? So, where's your team?\n\n[05:13] Cowboys.\n\n[05:13] You're Cowboys. Okay. All right. So, so\n\n[05:17] No, no, it's okay. It's okay. I live\n\n[05:19] here in the area. So,\n\n[05:20] 49ers.\n\n[05:21] 49ers. Okay. And the 49ers. So, what if\n\n[05:23] you had a Cowboys 49ers game and now you\n\n[05:25] can go into the metaverse? Um, uh, was\n\n[05:27] it Sofi Stadium? No. Stadium. I still\n\n[05:30] could just call it Candles.\n\n[05:31] Levi, thank you. You could go into Levi\n\n[05:34] Stadium at the 50ard line and have a\n\n[05:35] Cowboys versus 49ers trivia battle that\n\n[05:38] you could then record on YouTube or\n\n[05:40] whatever and share it out that way as a\n\n[05:42] live stream, but you could show up at\n\n[05:43] the 50 yard line. Someone's in one\n\n[05:45] character, someone's in the other\n\n[05:46] character, and they can go back and\n\n[05:47] forth and have a field day on it in the\n\n[05:49] metaverse, but recorded and distributed\n\n[05:51] in something you understand like YouTube\n\n[05:53] or Tik Tok or whatever is appropriate\n\n[05:55] with clickable links. It could rank. It\n\n[05:57] could even turn into its own little\n\n[05:59] YouTube show if you wanted to go that\n\n[06:01] far and play with the mechanics. saying\n\n[06:02] you have to, but that's available and in\n\n[06:05] those metaverse platforms, which I'll\n\n[06:06] show in a little bit when I pull up the\n\n[06:07] um the browser in a minute. There's a\n\n[06:10] way to actually embed SEO hidden inside\n\n[06:13] various pockets of these things that are\n\n[06:14] otherwise look like a video game of\n\n[06:16] Earth as an example. So, I'll show you\n\n[06:18] that in a minute. Um, creator coins,\n\n[06:22] that's a tough one. Uh, I heard there\n\n[06:24] who has the who's working on behalf of\n\n[06:26] attorneys or is an attorney in the area.\n\n[06:28] Okay, this one might be tricky because\n\n[06:30] of what's coming in. It's by default.\n\n[06:32] Some of these things that we want to do\n\n[06:33] to reduce our hard cost on private\n\n[06:35] network blog networks, reduce our domain\n\n[06:37] costs, boost our DR, things like that.\n\n[06:39] They simultaneously spit out a live\n\n[06:42] publicly available. I'm not saying\n\n[06:44] because you're doing a perspectus and\n\n[06:45] everything, but an actual live crypto\n\n[06:47] token almost the equivalent as if you\n\n[06:49] show up like what's the worst level\n\n[06:50] stock exchange in the\n\n[06:55] It's an actual third party platform.\n\n[06:56] It's almost like a web two.\n\n[06:58] If you buy a domain, it spits out. You\n\n[07:00] don't even have to buy a domain. You're\n\n[07:02] just a profile put posting content like\n\n[07:03] an Instagram. They will create a creator\n\n[07:05] token. So they say the door to do that.\n\n[07:08] They just do it by itself and then it\n\n[07:10] becomes publicly traded and then when it\n\n[07:11] spits out the stuff on the exchanges in\n\n[07:13] the blockchain explorer, it builds in\n\n[07:15] your tier 2 backlinks for the portion\n\n[07:18] where\n\n[07:19] I'll show you in a minute. I'll show\n\n[07:20] you. So this is this is the\n\n[07:22] conversation. This is brand new stuff\n\n[07:24] that launched three months agoish.\n\n[07:28] three, four, and I whatever is going on,\n\n[07:31] all of you will run it through your\n\n[07:32] filters and I'll come back with\n\n[07:33] something as followup based on your\n\n[07:36] feedback. That that's a topic right\n\n[07:37] there. And the only reason why I bring\n\n[07:38] that up, the one I have queued up isn't\n\n[07:40] ready to show, but the other one is uh\n\n[07:42] that I had on it is um supposedly I have\n\n[07:44] a market cap of $7,61.\n\n[07:47] I'm the only token holder and no one's\n\n[07:49] ever bought the thing, but I have a\n\n[07:51] market cap. Which means coming back to\n\n[07:54] our books, if it can be sufficed, even\n\n[07:56] if you put a 10% slap on that and you\n\n[07:59] have multiple coins and you raise your\n\n[08:00] value to 500,000, I've just dropped say\n\n[08:04] a 10% 50,000 on the books as an asset\n\n[08:06] that I could carve out or include as a\n\n[08:08] sweet spot because that's something that\n\n[08:10] their admin or their person that they\n\n[08:11] hire can come take over possibly. But I\n\n[08:14] don't know. That's why I wanted to talk\n\n[08:16] with you about this and show you non-e\n\n[08:18] website new tech. Everything I talk\n\n[08:20] about, everyone thinks web 3 and virtual\n\n[08:22] reality metverse requires some sort of\n\n[08:24] headset and goggles. Nope. Don't need\n\n[08:27] it. Everything's laptop, desktop, to a\n\n[08:29] degree, phone, depending on how the app\n\n[08:30] is working. It can be done. Certain ones\n\n[08:33] can use it, but for what we're talking\n\n[08:34] about, not necessary because even if you\n\n[08:36] own it, a lot of people have put them on\n\n[08:37] and they've used it two times. they get\n\n[08:39] sick, they get dizzy, the resolution\n\n[08:41] doesn't go well, you know, and and it's\n\n[08:43] an extra hard cost and the average\n\n[08:44] person isn't going to use it, so we're\n\n[08:46] gonna skip it. And in the augmented\n\n[08:48] reality, there is geospecific augmented\n\n[08:51] reality platforms, and I'm testing it.\n\n[08:54] Mr. Merino, I've got a I was trying to\n\n[08:56] make an image of you with the one with\n\n[08:57] the suit and tie, kind of the older\n\n[08:59] photo of it. It doesn't look good, but I\n\n[09:01] was trying to convert it in from a PNG\n\n[09:02] or a JPEG into a GB. And my phone is\n\n[09:05] older than Moses. So, I'm going to try\n\n[09:06] to I may have to borrow one or two later\n\n[09:08] on, but upstairs when you walk in the\n\n[09:09] main lobby, right around there, or\n\n[09:11] somewhere in the down of the staircase,\n\n[09:12] somewhere wherever that is where we are,\n\n[09:14] I was trying to look at the map where\n\n[09:15] right before the staircase was in the\n\n[09:17] lobby, there's a clickable link and I\n\n[09:20] have a picture of you that could show up\n\n[09:22] in augmented reality. So, you could\n\n[09:23] stare at a piece of the concrete.\n\n[09:24] There's Marino. You could put your arm\n\n[09:25] around him like this. Great. that that's\n\n[09:28] that's haha, right? But there's a\n\n[09:30] clickable link at the bottom and then\n\n[09:31] that can pop in and when you click\n\n[09:33] through it, it's coming through and it's\n\n[09:34] registering in Google Analytics as\n\n[09:35] legitimate traffic. Now, that particular\n\n[09:38] platform, they have a user profile, a\n\n[09:40] business profile, and then you can\n\n[09:41] create your world. Like everyone has a\n\n[09:43] map of the world. So, you and I could\n\n[09:45] both like the Statue of Liberty for two\n\n[09:46] different reasons. We both mark that in\n\n[09:48] our like our Google My Maps because we\n\n[09:50] all can share the same location. But\n\n[09:52] someone actually can own that underlying\n\n[09:54] land. And if there's a monetization\n\n[09:56] element, they get paid in crypto. But\n\n[09:58] the three things, the user profile, the\n\n[10:00] business profile, and the overall world\n\n[10:02] will index in Google. Straight URL copy\n\n[10:05] paste. It'll show up as an index page.\n\n[10:07] Once it's indexed, you might need\n\n[10:08] something like Omega to kind of pump it\n\n[10:10] up a little bit, but it it'll index. The\n\n[10:12] individual assets, very much like our\n\n[10:14] old Google My Maps from way back. The\n\n[10:16] individual pins don't necessarily index.\n\n[10:19] I'm trying to get that to change because\n\n[10:21] then that ultimately changes everything\n\n[10:22] for all of us. So G, so from anything\n\n[10:24] with physical locations that have high\n\n[10:27] emotion to your audience or an audience\n\n[10:29] you want to take into a place. So let's\n\n[10:31] say people are into Texas history. I\n\n[10:33] think the Texas Historical Commission\n\n[10:34] has 20,000 markers. Sam Houston ate a\n\n[10:37] sandwich right here, you know, 150,\n\n[10:40] whatever it is. So if you're into that,\n\n[10:42] great. So you bring the family. Oh, Sam\n\n[10:44] Houston ate here. You envision it's in\n\n[10:46] your mind. But we could take our image.\n\n[10:48] So Chad Sam Houston eating a sandwich\n\n[10:51] looking like a cowboy on the cowboy shot\n\n[10:53] whatever you're which was fant. Thank\n\n[10:54] you by the way for explaining that that\n\n[10:56] helped me on something. So thank you put\n\n[10:58] that there now would be shared on Tik\n\n[11:00] Tok and YouTube and our Facebook and\n\n[11:01] everything else. But what if I could put\n\n[11:03] that in augmented reality when you show\n\n[11:04] up or if you can't show up the backup is\n\n[11:07] you go into one of these earth-based\n\n[11:09] metaverses and you can travel there and\n\n[11:11] see the same video or an image of it and\n\n[11:13] then that would have a clickable link\n\n[11:15] with to a landing page whatever you\n\n[11:16] desire and that inter but in that one\n\n[11:19] platform they create an interim bridge\n\n[11:21] URL on in an HTML format that actually\n\n[11:24] gets indexed in Google. Nothing fancy,\n\n[11:26] nothing sexy, but some of them pass on\n\n[11:28] latitude and longitude coordinates\n\n[11:30] depending on which page. So for local,\n\n[11:33] you can actually power things up and\n\n[11:34] start doing tier 2 link building that\n\n[11:36] are geo focused. Coming back to our\n\n[11:38] world in Google for whatever that's\n\n[11:40] appropriate.\n\n[11:41] So\n\n[11:44] I Oh, no.\n\n[11:46] Do you want me to clarify? I mean, I'll\n\n[11:47] back off.\n\n[11:48] No, no, no. Keep going.\n\n[11:49] You sure?\n\n[11:50] Yeah.\n\n[11:50] I want to be people's heads. You know,\n\n[11:51] it's just like the old\n\n[11:53] Okay. I\n\n[11:54] Matt, I have a quick question.\n\n[11:56] Has anybody ever put on a virtual\n\n[11:58] reality like Facebook Meta glasses?\n\n[12:00] Anybody?\n\n[12:01] Y'all know that's what he's talking\n\n[12:03] about, right? But in the blockchain\n\n[12:04] world. Okay. And if you haven't, you\n\n[12:06] guys know them virtual glasses you put\n\n[12:08] on and people be in a virtual world.\n\n[12:10] That's part of what he's talking about.\n\n[12:12] and then having the land and real estate\n\n[12:14] there way ahead of everybody else and\n\n[12:17] linking out to local assets because you\n\n[12:19] know you saw immediately that was the\n\n[12:21] concept could be used many other ways\n\n[12:24] and this is not how it's supposed to\n\n[12:25] typically be used but why can't a woman\n\n[12:28] throw that on walk around go look\n\n[12:30] at the men's spa and see what it's like\n\n[12:31] and watch a procedure be done in virtual\n\n[12:34] world and then call action pops up would\n\n[12:36] you like to schedule a free appointment\n\n[12:39] and now you don't even need the glasses\n\n[12:42] you can and it will help with the\n\n[12:44] immersion. But now sometimes depending\n\n[12:45] how people convert and the engagement\n\n[12:47] third person versus first person\n\n[12:49] viewpoint tied to people's emotions\n\n[12:51] makes a difference. So depending on who\n\n[12:53] you're trying to help now, a plumber,\n\n[12:54] different sewer, roofer. One thing on\n\n[12:56] the metaverse in one of the ones, not\n\n[12:58] all areas are mapped out. They borrow\n\n[13:00] from the they built the game engine in\n\n[13:02] the Unity platform, but it's Open Street\n\n[13:04] Map, Google Maps, other API, some of the\n\n[13:06] other APIs that are local, but not all\n\n[13:09] the remote areas are built. But\n\n[13:10] something like in Dallas, it's built.\n\n[13:12] Problem is, when you get down to the\n\n[13:13] ground level, as of right now, it's\n\n[13:15] still first generation tech, and I'll\n\n[13:17] show you here in a minute. The um the\n\n[13:19] resolution isn't all that great. It\n\n[13:20] looks kind of like an early 19 or late\n\n[13:22] 90s, early 2000s video game, third\n\n[13:24] person type of thing. But if you were a\n\n[13:27] roofer and you wanted to give a thank\n\n[13:28] you to someone you were doing a prospect\n\n[13:30] or helping your roofing client do this,\n\n[13:32] they could fly a drone down the\n\n[13:34] neighborhood, land on top of the\n\n[13:36] person's roof, narrate thank you with a\n\n[13:38] clickable link to a report on the hail\n\n[13:41] damage and they've been chased here in\n\n[13:43] Texas, we have a lot of hail. So you\n\n[13:44] have stormchasers.\n\n[13:46] out of the 10 stormchasers who number\n\n[13:48] one says thank you and number one sends\n\n[13:49] a customized video with a QR code\n\n[13:51] whatever it is with a clickable link to\n\n[13:52] their report so when they decide to\n\n[13:54] choose which roofer who's on the short\n\n[13:56] list of candidates so it's a conversion\n\n[13:58] element but while still a conversion\n\n[14:00] element you can start to optimize for\n\n[14:02] the neighborhood the zip code even the\n\n[14:04] larger city now Dallas is a little\n\n[14:05] tougher but some of the smaller towns in\n\n[14:07] here you could win with that and I and\n\n[14:08] I'll give you a quick example you can we\n\n[14:10] can discuss this at a later time topics\n\n[14:13] the big trick is what some of the guts\n\n[14:15] of what we're into the real core\n\n[14:16] fundamentals of what we do. Domains,\n\n[14:18] doss registered on ICAN. I think we all\n\n[14:21] agree that's what's going on. They're\n\n[14:22] now alternatives to that\n\n[14:25] hosting. You have centralized versus\n\n[14:27] decentralized hosting\n\n[14:29] costs. We all have you have 6,000\n\n[14:31] domains, right?\n\n[14:32] No.\n\n[14:33] More. Okay. But\n\n[14:34] did it one time?\n\n[14:34] You did 3,000.\n\n[14:36] So, but unfortain discount club and\n\n[14:40] you're still incurring a renewal cost\n\n[14:41] and if they're not all being used. Okay.\n\n[14:45] onetime purchase based. Now, there's\n\n[14:46] some tricks here to help us on the SEO\n\n[14:48] side. Some things working, some things\n\n[14:50] not. Some things are still in its\n\n[14:51] infancy. And I'm talking with the\n\n[14:52] developers and Discord channels and what\n\n[14:55] to try to open this up for us because\n\n[14:57] what if we could cut our PBN costs and\n\n[14:59] our domain costs and reduce our hard\n\n[15:01] costs to free up capital on the bottom\n\n[15:04] line to help our EBID do that's a\n\n[15:05] systematized play. We could reduce that\n\n[15:07] portion say 50 60 70%. That's what I'm\n\n[15:10] looking to do with one-time hard costs I\n\n[15:13] hope. But the question is then the\n\n[15:15] domain link footprint are we there's\n\n[15:17] some questions on it and that's where\n\n[15:18] I'll need your help in follow-up\n\n[15:20] conversations you know either here today\n\n[15:21] breakout sessions or or after the\n\n[15:23] conference is over. Um content links and\n\n[15:26] ecosystem we're pretty isolated. We\n\n[15:28] generate our content on our PBNs on our\n\n[15:30] guest posts and we put link inserts and\n\n[15:32] things like that but it's our content\n\n[15:34] and isolated versus community based. Web\n\n[15:36] 3 is heavy heavy heavy on community. We\n\n[15:39] don't necessarily on the SEO side want\n\n[15:41] to play on community. We care about us,\n\n[15:42] our clients, and ranking and moving on.\n\n[15:44] Right? So, we're Have any Has anyone\n\n[15:46] ever been to a social media conference\n\n[15:48] gathering like this versus SEO? You\n\n[15:51] know, the difference, the people, the\n\n[15:54] dynamics, the conversations we get what\n\n[15:56] Ted was talking about breaking into the\n\n[15:58] into the the the header codes, right?\n\n[15:59] And the header list. Do you think anyone\n\n[16:01] in social media would ever talk about\n\n[16:02] that? They talk about color and branding\n\n[16:04] and pretty and cute and and it converts\n\n[16:08] in their world. What Ted talked about\n\n[16:09] today was blew my mind converts in our\n\n[16:11] world. So the question is do they is\n\n[16:14] there a crossover and I'm working on\n\n[16:16] that to help us in this industry. This\n\n[16:17] is this is the part I want to come in is\n\n[16:19] to say this new ecosystem I'm trying to\n\n[16:21] bring into the industry based on your\n\n[16:23] feedback so I know the right questions\n\n[16:24] to ask and then make development\n\n[16:26] requests on these thirdparty platforms.\n\n[16:28] And then there's se several additional\n\n[16:30] contrasts. Um, quick shout out to\n\n[16:32] everybody. I just uh in the SEO side,\n\n[16:34] people who've taken time out of their\n\n[16:37] day at no hard cost, you know, no no\n\n[16:39] compensation to them who did this for me\n\n[16:42] and gave at least one minute at their\n\n[16:44] time. So, Holly, Randy from 38 Digital\n\n[16:47] on the press release was kind enough.\n\n[16:48] Um, Brian Ko, uh, Chris, thank you.\n\n[16:52] Michael Gregory of course, uh, Chad\n\n[16:55] Yesber was kind enough to take a look at\n\n[16:56] some of this stuff. a friend of mine up\n\n[16:58] in Fris, Max Yuas. I got to give credit\n\n[17:00] to my girlfriend Melinda. She's been\n\n[17:01] fantastic. I've run all this by her and\n\n[17:03] she I try to run it through the person\n\n[17:05] who doesn't even think about internet\n\n[17:06] marketing in any capacity past the\n\n[17:07] filters and she's actually given me some\n\n[17:09] fantastic advice on how to filter things\n\n[17:11] down when it's appropriate when it's\n\n[17:12] not. On the non SEO side, just was want\n\n[17:15] to give a a shout out to the person who\n\n[17:16] introduced the virtual land concept to\n\n[17:18] me, a fellow named Chiff Smith in\n\n[17:19] Australia, a lady named Becky Nevin on\n\n[17:22] the on the metaverse side. Uh Marcus\n\n[17:24] Andrews and Paige how are great on the\n\n[17:26] domain flipping side either on web three\n\n[17:28] or regular web two. I was telling\n\n[17:30] Gregory about uh conference that goes on\n\n[17:32] called namescon every year and it's\n\n[17:34] purely for the domain flippers. A little\n\n[17:35] bit of SEO is thrown in there but they\n\n[17:37] actually use the old keyword formula the\n\n[17:40] um you know the 40% of Google search\n\n[17:42] volume times the CPC is the benchmark of\n\n[17:46] whether or not a a dot is considered to\n\n[17:49] be fair value, underpriced, overpriced.\n\n[17:52] They're working on other models because\n\n[17:53] of AI, but they're operating on an older\n\n[17:55] thing. Just to have a raw domain that\n\n[17:57] you're going to sell. So, for those of\n\n[17:58] you who have domains that you're\n\n[18:00] thinking of selling, you have some\n\n[18:01] premium domain. We have a someone owns\n\n[18:02] laptops.com\n\n[18:04] in your portfolio. You haven't done\n\n[18:05] anything with it. You want to sell it.\n\n[18:07] Keep that in mind. I got something for\n\n[18:08] you here in a minute. So, I want to make\n\n[18:10] sure I gave thanks to everybody else,\n\n[18:11] you know, who really helped out on all\n\n[18:13] this. Um,\n\n[18:16] I just need more traffic, right? That's\n\n[18:17] the client's thing. I need more traffic\n\n[18:19] that's going to convert.\n\n[18:21] is can these platforms help and the way\n\n[18:24] we do it. Yes. Uh web 3 URLs are going\n\n[18:27] to get indexed by Google and I'll show\n\n[18:28] you that here in a minute. And I'll\n\n[18:29] define web 3 currently. Anything that\n\n[18:32] has a MetaMask or some sort of NFT\n\n[18:34] wallet. Uh Ted was talking about the\n\n[18:36] OOTH, the login with Google. Certain\n\n[18:38] things now require logging in with a\n\n[18:40] Coinbase wallet, a MetaMask NFT wallet.\n\n[18:42] That's I consider web 3. Anything that\n\n[18:45] spits out an NFT, web 3. Anything that\n\n[18:48] accepts cryptocurrency for part of the\n\n[18:49] payment, web 3, decentralized web 3,\n\n[18:52] virtual lands and metaverse, things that\n\n[18:54] have NFT portions, I consider web 3. But\n\n[18:57] they have web two elements. The\n\n[18:59] interesting thing is in one-on-one\n\n[19:01] conversations on Zoom with the owners\n\n[19:03] and the founders, a lot of them didn't\n\n[19:05] even know they were sitting on search\n\n[19:06] engine potential and half their stuff\n\n[19:08] was being crawled by Google. They did\n\n[19:09] not know. You\n\n[19:11] mean all my NF?\n\n[19:13] Depends where they are, but yes. and\n\n[19:15] they can actually work for you. Now,\n\n[19:21] can these things get linked by hrefs?\n\n[19:24] Yes, even did it here for the rock stars\n\n[19:25] to help for the website. So, I'll show\n\n[19:26] you in a minute. Uh, local client\n\n[19:28] websites see rank increases. Uh, some\n\n[19:30] degree of maps rankings incur. This is a\n\n[19:32] tricky one though because of the geo\n\n[19:34] coordinates and everything else because\n\n[19:35] you so much is about user engagement and\n\n[19:37] reviews. So I don't see as much of a\n\n[19:38] degree in maps movement yet depending on\n\n[19:42] a few things especially that thing where\n\n[19:43] those individual map pins where you can\n\n[19:44] say you have a roofer that handles 20\n\n[19:46] neighbor 20 towns in a surrounding area\n\n[19:48] each with 10 little micro neighborhoods.\n\n[19:50] Could they manually put in 200 pins that\n\n[19:53] were unique spun with individual\n\n[19:55] neighborhood specific content?\n\n[19:57] If that's the ability to scale that\n\n[19:59] quickly, so say over the course of a\n\n[20:00] week, they can have that. And once those\n\n[20:02] get crawled, you can win at the\n\n[20:04] neighborhood level for roofers near me,\n\n[20:06] roof repair near me, running it through\n\n[20:08] a video pin that's made in that awesome\n\n[20:10] form. This is where hopefully we're\n\n[20:12] going to get going and gives us a\n\n[20:14] competitive edge. It could also be done\n\n[20:15] for affiliate marketing, too. Um, I have\n\n[20:19] a client of mine up in Minnesota who\n\n[20:21] does cold weather clothing. Patrick\n\n[20:22] Mahomes, you've seen him when he has the\n\n[20:24] white thing around his neck in the\n\n[20:25] playoffs in the cold weather. They do\n\n[20:27] custom shirts and they have a patent u\n\n[20:29] patented cold weather clothing material.\n\n[20:32] So if same thing but say but you wanted\n\n[20:34] to talk sell this stuff you're American\n\n[20:35] history fan Washington crossing the\n\n[20:37] Delaware everyone in his boat is\n\n[20:39] freezing right well what if you were to\n\n[20:40] take the AI prompts and have George\n\n[20:42] Washington like yeah I'm I'm warm and\n\n[20:44] toasty right it's one thing to take that\n\n[20:46] video and share it on TikTok but what if\n\n[20:47] you could take that video record it by\n\n[20:50] him at the actual spot where he crossed\n\n[20:51] the river in the Delaware you know and\n\n[20:53] did it back then if that was audience\n\n[20:55] and then you would upsell either his\n\n[20:57] clothing or Revolutionary War affiliate\n\n[21:00] whatever it is you're into so I Just\n\n[21:01] want to give you a couple ideas. We can\n\n[21:03] mix and match, but I'm open to all your\n\n[21:05] thoughts on this. Um, some situations\n\n[21:08] prospective customers emotional\n\n[21:09] curiosity and emotional engagement\n\n[21:11] increases significantly. So, you could\n\n[21:13] record things uh say at the Grassy Null\n\n[21:15] here in Dallas all the way to if you're\n\n[21:18] a realtor and you want to convey a\n\n[21:19] neighborhood that you want to sell for\n\n[21:21] people who are looking to sell in their\n\n[21:22] neighborhood, who's the trusted realtor\n\n[21:24] if the realtor they had isn't isn't a\n\n[21:25] realtor anymore. So, they're looking for\n\n[21:27] a realtor near me because they're\n\n[21:28] looking to sell rather than the buy\n\n[21:30] side. So the person then would become an\n\n[21:32] expert recording things in the metaverse\n\n[21:34] in a neighborhood where he or she hasn't\n\n[21:35] even operated before. Obviously a real\n\n[21:37] video, real content is is the best. We\n\n[21:40] we can't we can't deny that. But if you\n\n[21:42] can't or you need to scale, this is how\n\n[21:44] you can scale quickly, but you have to\n\n[21:46] record them manually and then at some\n\n[21:48] point we can take what we're doing and\n\n[21:49] then manipulate it further with the AI.\n\n[21:51] That that's where that's where I'm\n\n[21:52] coming here for this is to see that next\n\n[21:54] daisy chain. I'll go into it in a\n\n[21:55] minute. Quick thing who I am. Uh, I went\n\n[21:58] to college here in Dallas, went to SMU.\n\n[22:00] Um, I was been an SEO and since 2007, I\n\n[22:03] was telling people I made every mistake\n\n[22:04] possible. The litany of failures and\n\n[22:07] mistakes off the charts. So hopefully\n\n[22:09] I'm going to correct the right to ship\n\n[22:10] here. Um, I've been involved in the\n\n[22:12] independent minor league baseball\n\n[22:13] uniform. That photo is older than\n\n[22:15] Methusela or Moses. That was actually\n\n[22:17] taken when George Bush 2 was still\n\n[22:19] president. Yeah, that old. But it's part\n\n[22:22] of the thought process. I think in major\n\n[22:24] leagues, I think in minor leagues, I\n\n[22:26] think in strikeouts, home runs. This is\n\n[22:27] the thought process in my head, but also\n\n[22:29] shows you that that's at a time you live\n\n[22:31] and die with that. When you're in that\n\n[22:33] ecosystem and you're in the pro uniform\n\n[22:35] at the independent minor league level,\n\n[22:37] for those of you familiar, there are\n\n[22:38] three levels of pro baseball in the US.\n\n[22:39] There's major league baseball and Dory,\n\n[22:41] you're signed by the What's your\n\n[22:42] favorite team in baseball? Do you have\n\n[22:44] one?\n\n[22:44] Uh, yeah. Blue Jays\n\n[22:49] pitches. Okay. So, so let's say you're\n\n[22:52] signed, you become their double A.\n\n[22:53] You're a double A thing and you're But\n\n[22:54] you look like you could be a great\n\n[22:56] outfielder. You got some speed, you got\n\n[22:57] some legs, right? So, you're signed, but\n\n[22:59] the parent club Toronto would assign you\n\n[23:01] to wherever it is. Say Syracuse or\n\n[23:04] wherever they wherever they have their\n\n[23:05] doubleA affiliate. And then the\n\n[23:07] independent ones is you're good enough\n\n[23:08] to be there. I wasn't, by the way. I was\n\n[23:10] a bullpen and backup catcher. I was like\n\n[23:12] an eighth string catcher for those of\n\n[23:13] you guys know what that is. I was at the\n\n[23:14] bottom of the barrel. So, I'm not only\n\n[23:16] on the periphery, I'm in the periphery\n\n[23:17] of the periphery. So, but I came from\n\n[23:20] this is how I learned a lot of this\n\n[23:21] internet marketing was helping the team\n\n[23:22] and helping give sponsors when we\n\n[23:24] weren't drawing big crowds, giving our\n\n[23:26] sponsors what they really cared about,\n\n[23:28] which was more phone calls, more\n\n[23:30] walk-ins, more leads, something, right?\n\n[23:32] And that's where I got all this from.\n\n[23:34] Um, over the years helped about 200\n\n[23:35] clients off and on different levels,\n\n[23:37] some projects. I'm an Eagle Scout, so I\n\n[23:39] just think about that type of thing,\n\n[23:40] which is the word trustworthy. For those\n\n[23:41] of you ever been a boy scout, they go\n\n[23:43] the 12 points of the scout law.\n\n[23:45] Trustworthy, loyal, helpful, all the way\n\n[23:47] through all 12. But the it's not\n\n[23:48] alphabetical order. First one's\n\n[23:50] trustworthy. So I want to make sure what\n\n[23:51] you see you can confirm on your screen\n\n[23:54] so you can continue the conversation\n\n[23:55] with me because otherwise it could be a\n\n[23:56] black box or open to all that garbage\n\n[23:58] crypto scam that we always hear about\n\n[24:00] all the time. There's none of that stuff\n\n[24:02] here. And then today of the there about\n\n[24:05] 25 categories roughly 24 25 that would\n\n[24:08] constitute something of web 3 depending\n\n[24:10] how you break it down. Could be a little\n\n[24:12] more a little less. I've tested 15 of\n\n[24:14] them as a results to search engine. And\n\n[24:16] I'm going to narrow it down from the 15\n\n[24:18] that actually have some effectiveness\n\n[24:19] for you. Um, real quick, the benefits\n\n[24:22] for you, the variable overhead\n\n[24:24] reduction. So, if you buy a web three\n\n[24:27] domain website, it's a onetime purchase\n\n[24:28] or what? The web3 domain, but the\n\n[24:30] websites don't render necessarily yet.\n\n[24:33] They're close in Google on their own\n\n[24:36] with the URL that you purchased. Keep\n\n[24:38] that in mind. But once it does, your\n\n[24:40] PBNs and your domain renewals and the DR\n\n[24:42] and the link juice that passes through,\n\n[24:44] if that's what you're buying a domain\n\n[24:45] for versus a premium or or customized\n\n[24:47] reason for branding, you can cut your\n\n[24:49] hard costs. Still pending, but it's\n\n[24:51] coming. Um, generate the videos for\n\n[24:54] prospective customers at minimal cost.\n\n[24:55] If you have a screen recording video,\n\n[24:57] like I said, the metaverse, you can\n\n[24:58] record something quickly, send it off to\n\n[25:00] them, get their approval, and start\n\n[25:01] evoking emotion, real emotion in people.\n\n[25:04] Although, uh, is Dan here? No. that uh\n\n[25:07] thing you show with the Warhammer thing\n\n[25:08] was fantastic. You mean that's emotion\n\n[25:10] at least, you know, from the fascination\n\n[25:12] standpoint, especially if that was\n\n[25:12] applied to something local,\n\n[25:15] new territory. Um, you can evoke high\n\n[25:17] emotions and actually target use cases\n\n[25:19] based on emotions. So, there's some\n\n[25:20] things you could do depending on your\n\n[25:22] clients that could really hit emotions\n\n[25:23] that are really good that would\n\n[25:25] hopefully help conversion rate, uh,\n\n[25:27] watch time on YouTube videos, dwell time\n\n[25:29] on landing pages, the metrics that we\n\n[25:31] all want. And then, um, we can recreate\n\n[25:34] scenes for attorneys or real estate\n\n[25:35] agents. So, an attorney in certain\n\n[25:37] metaverses, you could actually recreate\n\n[25:38] a twocar accident at the corner here at\n\n[25:41] 35, Interstate 35 and we're on Northwest\n\n[25:44] Highway. It's not going to look pretty,\n\n[25:45] but because the latitude and longitude\n\n[25:47] in that metaverse matches what you'd see\n\n[25:49] on Google Maps, it's possible. I haven't\n\n[25:51] tested this out. I've only talked to\n\n[25:52] attorneys about it, that it could\n\n[25:53] actually be used as a as a as an\n\n[25:55] evidence that you would throw into a\n\n[25:57] court case and then use police reports\n\n[26:00] and things like that as confirmatory\n\n[26:01] evidence instead of primary evidence.\n\n[26:04] possibly TBA. Okay, but I just want to\n\n[26:06] give you a little teaser what's possible\n\n[26:07] to come down the road. And then um you\n\n[26:10] can get rewarded your followers with\n\n[26:11] publicly traded crypto tokens that have\n\n[26:13] some sort of value if they're following\n\n[26:14] you on a social media. So on Instagram,\n\n[26:16] you can't reward anybody with anything.\n\n[26:18] On some of the web three alternatives,\n\n[26:20] you now can. So can they work together\n\n[26:23] in a customized way? I'll show you in a\n\n[26:25] second. Real estate, this is a\n\n[26:27] chiropractor client here in Dallas. Copy\n\n[26:29] paste the address, right? So it could be\n\n[26:31] anything from um you know you're doing a\n\n[26:33] real estate people just look up the\n\n[26:34] address you know typical type of search\n\n[26:35] that an average person logged in Google\n\n[26:37] user on mobile might type in page two a\n\n[26:41] metaverse and there's an NFT on openc\n\n[26:44] now the NFT I actually bought the\n\n[26:46] virtual land the virtual land in that\n\n[26:48] platform doesn't work but I could export\n\n[26:49] it to open C so at the time on a browser\n\n[26:53] claimed number 16 and number 12 no link\n\n[26:56] building if I link build hopefully I\n\n[26:57] have a shot to pop it up on page one\n\n[26:59] does it mean anything Not necessarily,\n\n[27:01] but it can be done depending on things\n\n[27:02] like that for a physical address that\n\n[27:04] people would look up on page two and you\n\n[27:06] have two web three things ranking\n\n[27:08] instead of everything else. Every\n\n[27:09] citation, every uh press release,\n\n[27:11] everything else that's been indexed,\n\n[27:13] these outrank them for now. TBA\n\n[27:16] helping uh here's a client web 3 website\n\n[27:19] tied to a memory white collar criminal\n\n[27:21] here in Dallas as well. Uh crime lawyer\n\n[27:23] uh here in Dallas, white collar\n\n[27:24] criminal, but at least it's showing up\n\n[27:26] in HF's DR26. This was taken three or\n\n[27:28] four days ago.\n\n[27:30] This is a tricky one. Let me just uh\n\n[27:31] pover be careful pop from the camera\n\n[27:33] standpoint. It's tough to read, but that\n\n[27:36] number I had to cover the client of mine\n\n[27:38] because it's up in a county in New\n\n[27:40] Mexico. So, he didn't want the c the\n\n[27:41] client revealed it. It's okay. I talked\n\n[27:43] about how the web three websites are not\n\n[27:45] showing up yet with your URL,\n\n[27:48] but they do show up. Low competition\n\n[27:50] keyword, one search a month. Let's call\n\n[27:52] it that. At most for the blank uh county\n\n[27:56] in New Mexico,\n\n[27:58] at most one search a month. I Oh, 10\n\n[28:00] searches a month. It's super\n\n[28:01] conservative. One a month andor the\n\n[28:03] whatever near me done from the outskirts\n\n[28:05] outside the primary town. That is a\n\n[28:08] gobbledegook subdomain.\n\n[28:12] Ranks number two organic on a\n\n[28:14] decentralized website that doesn't cost\n\n[28:16] anything. They give you some free\n\n[28:17] storage because they need users.\n\n[28:19] That's the first one.\n\n[28:22] Wow.\n\n[28:22] Now, the trick is\n\n[28:23] how do we find them?\n\n[28:25] Let's say, oh, I'll get every all the\n\n[28:26] resource afterwards on on the on the\n\n[28:27] panel. I'll get all my my notes based on\n\n[28:29] because I wasn't sure if that would\n\n[28:30] resonate with anybody or not. So, I just\n\n[28:31] want to make sure I'm cool with it. That\n\n[28:33] is a blockby-block website builder. So,\n\n[28:36] you'd outsource it to whoever you want,\n\n[28:37] but it can be done uh typically you log\n\n[28:40] in through your MetaMask or crypto\n\n[28:41] wallet. They give you a small amount of\n\n[28:43] storage. You can up, you know, upsell\n\n[28:44] the rest. Two or three little domains,\n\n[28:47] two or three little websites. You can\n\n[28:49] connect your web 3 wallet if you buy a\n\n[28:52] web 3 domain which is that one-time\n\n[28:54] purchase. They it's clunky and I'm\n\n[28:57] talking with the developer. So the\n\n[28:58] problem is I want to connect I like I\n\n[29:00] actually own the right of the dot. So\n\n[29:03] imagine if you own.com and you got a\n\n[29:05] percentage of every.com that was\n\n[29:06] purchased or renewed every year. Now\n\n[29:08] that's web two. That's normal. That's\n\n[29:10] business. But in the certain models you\n\n[29:12] can actually own the right of the dot\n\n[29:14] that's customized in web 3. So I own\n\n[29:17] Dallas County. I own college football.\n\n[29:20] Uh a couple other ones that that I own.\n\n[29:21] I even own lead generation. So if you\n\n[29:23] were to buy something in front of the\n\n[29:25] dot, what they call the second level\n\n[29:26] domain that the first one's called the\n\n[29:27] top level domain in the web3 ecosystem\n\n[29:30] as it is. So you could buy roofers.\n\n[29:32] Generation optimize it in web 3 for\n\n[29:35] right now. The SEO portion for that\n\n[29:38] brand nothing good yet. You mean you\n\n[29:40] mean\n\n[29:42] roofers dot\n\n[29:43] lead generation spelled out\n\n[29:45] because you own\n\n[29:46] I only lead generation as a business\n\n[29:47] model.\n\n[29:48] Somebody else buys\n\n[29:49] someone else buys that\n\n[29:50] you make money.\n\n[29:51] Yes. The benefits for that right now as\n\n[29:54] we speak today and the old line from\n\n[29:56] wrestling and boxing for those who are\n\n[29:58] fans of it back in the day at the very\n\n[29:59] bottom they'd advertise it was Hulk\n\n[30:01] Hogan against Andre the Giant. They're\n\n[30:02] going to appear in Dallas.\n\n[30:04] Card subject to change at the bottom.\n\n[30:06] Right? That old little little legal\n\n[30:07] disclaimer. This is card subject to\n\n[30:09] change. The ability for plumbers lead\n\n[30:14] generation or roofers could\n\n[30:16] theoretically be that and replace the\n\n[30:17] gobbledygook. That's what I'm hoping to\n\n[30:20] get. We're not there yet, but they do\n\n[30:22] work. Um, prior to the Yak software,\n\n[30:26] Yesper software. Uh, there was one uh\n\n[30:29] people would used to upload HTML files\n\n[30:31] to to GitHub and they'd export them out\n\n[30:33] to different things like Asia and all\n\n[30:34] the rest of them. There was one of them,\n\n[30:36] I believe it was called the\n\n[30:37] Dappling.net. network. It was kind of on\n\n[30:38] the bottom tier of everything. Oh, I'll\n\n[30:40] come come back. Sorry. The um that one\n\n[30:44] spit out dappling whatever.\n\n[30:47] You ever seen that one where there two\n\n[30:49] dots? Not a subdomain, but it's whatever\n\n[30:52] subdomain.appling\n\n[30:54] and they appended it either with limo\n\n[30:56] orlink. You ended up with a web 3\n\n[30:58] website and you didn't even realize it.\n\n[30:59] A web3 webpage, but you didn't have any\n\n[31:02] real control over it. You didn't own\n\n[31:03] that. that could actually rank and be\n\n[31:06] used for pure link building purposes and\n\n[31:07] even some minor landing page work\n\n[31:09] because of the domain rank and you had\n\n[31:10] to build your links to it if it was\n\n[31:12] worth it. There were other alternatives\n\n[31:14] in that strategy. In this case, you'd\n\n[31:16] actually own the branding of it at some\n\n[31:17] point. And this is one I'm still dealing\n\n[31:18] with the people who are the forerunners\n\n[31:20] of what could be, but if so, that begins\n\n[31:23] to replace your low competition private\n\n[31:25] blog network landing pages or you own it\n\n[31:27] one time only. So roofers lead\n\n[31:29] generation might cost you in in dollars\n\n[31:31] not crypto a hundred bucks one time only\n\n[31:34] no domain renewals you own it you can\n\n[31:37] mint it in the blockchain as an NFT but\n\n[31:39] if you mint it since I own lead\n\n[31:41] generation and you keep it in your\n\n[31:43] wallet I can then invite you into a\n\n[31:46] private lead generation web3 thing as a\n\n[31:48] token gated community\n\n[31:50] and then that would have other alternate\n\n[31:51] revenue streams SEO capability things\n\n[31:54] like that so you might begin to see\n\n[31:56] beginnings of that for private members\n\n[31:58] only people went to Rockstars, right? So\n\n[32:00] we could have you know um you Michael.\n\n[32:04] Rockstars conference or something like\n\n[32:06] that and then that would anyone who has\n\n[32:07] that domain now he could sell it to\n\n[32:09] somebody else and that person will be\n\n[32:10] given access but it's coming up. I just\n\n[32:12] wanted to introduce these concepts to\n\n[32:14] you and how it'll affect local affiliate\n\n[32:16] and just hard straight rankings\n\n[32:19] combining uh for those of you wrestling\n\n[32:21] fans or crazy old ECW in Philadelphia uh\n\n[32:24] back in the 90s and early 2000s. Uh, I\n\n[32:27] actually have something here where I\n\n[32:28] actually flew a drone down the metaverse\n\n[32:30] on one of it. Uh, but I embedded. So,\n\n[32:32] I'm just showing how you can combine\n\n[32:33] three things and how it generated real\n\n[32:34] money within an hour. Real money. It's\n\n[32:38] done for link building purposes. I had\n\n[32:39] some links in it, but a tweet goes out\n\n[32:42] at the time, 84 likes, but I embedded\n\n[32:44] it. I I recorded in the metaverse and\n\n[32:47] then shared on a different decentralized\n\n[32:49] social media decentralized publishing\n\n[32:50] platform uh called hive or peaked I'm\n\n[32:54] sorry peak peak p a kd those weird\n\n[32:58] spellings.com they reward you with\n\n[33:00] crypto so within a within a minute or an\n\n[33:02] hour or so I got.5 hive tokens got some\n\n[33:06] likes got indexed by Google and then\n\n[33:08] this one actually generate 82 views and\n\n[33:10] what's my crypto there I earned they\n\n[33:13] convert that into US dollars and people\n\n[33:14] could donate make crypto to me. If they\n\n[33:16] liked it, I could build a channel. Not\n\n[33:17] as good as YouTube. Decentralized. I own\n\n[33:20] it. They can't censor me unless I do\n\n[33:22] something really off the charts,\n\n[33:25] illegal. So, for anyone who's lost had\n\n[33:27] clients, lost a YouTube channel,\n\n[33:29] something controversial, medical, uh,\n\n[33:32] legal, anti antivaccine, whatever it\n\n[33:35] was, right? You can have the\n\n[33:37] decentralized platforms and there are\n\n[33:39] currently seven big ones and there's an\n\n[33:41] entire network of one that could open up\n\n[33:43] a percentage of a universe of 1,600\n\n[33:47] third party decentralized video sharing\n\n[33:49] sites. A good chunk of which when you\n\n[33:51] show up you post it on one or two of\n\n[33:52] them and they probably maybe send it out\n\n[33:54] depending on which um associations they\n\n[33:56] have. You could probably pick up 10 or\n\n[33:58] 20 URLs, do follow links in the\n\n[34:01] description, pop it in back the way, and\n\n[34:03] each individual URL on the on the clone\n\n[34:04] platforms all get indexed by Google. So,\n\n[34:07] I just wanted to show you that as an\n\n[34:08] option.\n\n[34:09] You're literally making it rain right\n\n[34:11] now.\n\n[34:11] Oh, damn. Look at that. I don't know if\n\n[34:14] that's good or bad. You need to pause,\n\n[34:15] take care of it for a sec for it's\n\n[34:17] dripping right here. So, is there\n\n[34:20] anything we have to watch out for for\n\n[34:21] just for everyone's laptops and stuff?\n\n[34:23] I want to make sure your your your you\n\n[34:25] know, your personal property is\n\n[34:26] protected. Thank you.\n\n[34:29] Making it rain. All right, I'll take it.\n\n[34:36] Well, that that one I was of all the\n\n[34:37] things of public speaking, that's one I\n\n[34:39] wouldn't have expected.\n\n[34:43] All right.\n\n[34:48] I'll make everybody a deal. I'll rip\n\n[34:50] through some more. If there is obviously\n\n[34:52] a security concern, you have to move the\n\n[34:53] table so that we can pick this up\n\n[34:54] another time in a break in the session\n\n[34:55] if anything resonates with you.\n\n[34:57] Hopefully, we're okay, but we'll find\n\n[34:59] out.\n\n[35:02] Thanks.\n\n[35:04] All right.\n\n[35:06] Gota gota love it.\n\n[35:15] Sorry for the you at home watching this.\n\n[35:16] We have a little uh rain delay\n\n[35:19] for the baseball analogy.\n\n[35:21] Hey, bring the terms out.\n\n[35:23] Forget the terms. Thank you. I'll keep\n\n[35:25] this going for right now. Rockstars was\n\n[35:27] here Thanksgiving of 2022. This is a\n\n[35:30] different platform. The one that I\n\n[35:31] showed that was indexed uh later on for\n\n[35:33] the white collar crime lawyer and\n\n[35:35] they're going to show with Rockstars as\n\n[35:36] well. So, I put in Rockstars. I pinned a\n\n[35:38] memory. This is tied to NFTTS, but you\n\n[35:41] put in memories and you can't really\n\n[35:42] spam this. But once you're in the\n\n[35:44] system, you buy your first NFT, they\n\n[35:46] allow you to pin real memories. Now, if\n\n[35:48] it's overly spammy, they don't like it\n\n[35:50] and they might even kash you. There's a\n\n[35:52] little bit of a centralized element to\n\n[35:53] it. But this one's pretty neutral. I\n\n[35:55] left a nice memory. I think I came down\n\n[35:57] here, shook hands with people, left it.\n\n[35:58] I dropped the link to\n\n[36:00] rockstarsconference.com. I think under\n\n[36:01] the SEO Rockstars brand where it didn't\n\n[36:04] get all the screenshot pinned to here,\n\n[36:06] this location in this particular\n\n[36:08] platform at the embassy suites latitude\n\n[36:10] and longitude. So the question is what\n\n[36:13] does that do right\n\n[36:16] that perplexity links number two and\n\n[36:19] which one is this is this is that's the\n\n[36:21] full memory this one also simultaneously\n\n[36:23] if you earn enough credits and what they\n\n[36:25] call collect rent and stuff you earn the\n\n[36:27] right to do other things in the\n\n[36:28] ecosystem\n\n[36:30] yes sir the garbage bin thank you\n\n[36:32] another\n\n[36:34] Pete you okay\n\n[36:36] Pete Chad you all right\n\n[36:38] okay\n\n[36:38] what did you search rock stars Dallas\n\n[36:41] Yeah. Yes. SEO Rockstars conference\n\n[36:43] Dallas for 2026. I just wanted to see if\n\n[36:45] it got indexed. That was the number two\n\n[36:47] link. It had not yet at the time clicked\n\n[36:49] into the sources on Perplexity, but at\n\n[36:51] least you see these things are getting\n\n[36:52] picked up because they're they're\n\n[36:54] readable pages. Not a lot of uh this one\n\n[36:56] was a AHF's uh domain rating domain rank\n\n[36:59] 26. Nothing fancy, but you see it popped\n\n[37:02] into perplexity and it also will rank in\n\n[37:04] um Google on its own. Copy paste indexed\n\n[37:07] in Google. And then we did the thing\n\n[37:08] today. I think I'm on page two for that\n\n[37:10] same URL. You can also pin that very\n\n[37:13] same memory into the interplanetary file\n\n[37:15] system, IPFS. Have any of you ever dealt\n\n[37:17] with that? They actually spit out like\n\n[37:18] it's just a basic little text HTML blurb\n\n[37:20] and your picture, but it's in the\n\n[37:22] permanent internet. So, if that platform\n\n[37:24] goes down, it still stays out there and\n\n[37:27] that actually dropped a second link. I\n\n[37:29] think one of the ones I did for HS for\n\n[37:30] us, it would picked up the IPFS version,\n\n[37:32] but that one I showed you was called the\n\n[37:34] memory link. So, you have a little\n\n[37:35] nuance in there, but you get double\n\n[37:37] benefit possibly.\n\n[37:39] the SEO professionals for all of you.\n\n[37:41] The takeaway benefits um you can alter\n\n[37:44] up your link footprint. You're not just\n\n[37:45] hitting with WordPress sites and link\n\n[37:47] inserts and PBNs and citations. You can\n\n[37:49] mix up the footprint a little bit if you\n\n[37:50] wish and you think that's appropriate.\n\n[37:52] Now, AI and a different story, but for\n\n[37:54] the ones where there still that 10 blue\n\n[37:56] links, this could help you depending on\n\n[37:58] that keyword. Um some platforms do pass\n\n[38:01] on latitude and longitude coordinates\n\n[38:03] depending on what you're doing for um\n\n[38:04] for local, you know, just it's there if\n\n[38:06] you need it. uh monetization for you the\n\n[38:09] agency owner. You can monetize a little\n\n[38:11] bit while you're helping your clients.\n\n[38:13] Nothing fancy, but it's one thing to pay\n\n[38:15] domains and you're on the hook for all\n\n[38:16] the content. It's another thing to\n\n[38:18] actually get paid back a little bit just\n\n[38:19] to help offset your hard cost or\n\n[38:21] increase revenue flows or whatever you\n\n[38:22] think is appropriate. Now, are they\n\n[38:24] scalable? No. But at least it reduces\n\n[38:26] hard costs type of thing. So, at least,\n\n[38:27] you know, improves the bottom line for\n\n[38:28] that times whatever multiple is\n\n[38:30] appropriate. Um digital assets allow\n\n[38:34] increased value of your entity. So if\n\n[38:36] you own NFTTS and sometimes they give\n\n[38:38] away bonus land for free. I've picked up\n\n[38:40] one of the platforms. They gave me like\n\n[38:42] 150 bonus land plots. Each one's its own\n\n[38:45] domain. So if I mint them so small\n\n[38:46] amount of little gas fee like two cents\n\n[38:48] on the Polygon blockchain ultimately\n\n[38:51] besides my time, I'm in for three, four,\n\n[38:53] five bucks and I picked up 150 things\n\n[38:56] that could be deemed valuable and have\n\n[38:57] monetization elements because I would\n\n[38:58] actually own the core route land plot.\n\n[39:02] Some of them are different. They do\n\n[39:03] triangles, hexagons. Some carve out city\n\n[39:05] blocks, others just do an arbitrary\n\n[39:07] latitude and longitude rectangle. It\n\n[39:09] depends on the platform. And none of\n\n[39:10] them are all inclusive. It's fragmented\n\n[39:13] right now. We'll see how it plays out,\n\n[39:15] but I just wanted to let you know it's\n\n[39:16] there. I'll show you what one looks like\n\n[39:17] in a second. Um, we talk about AI\n\n[39:20] platform as sources or links, the\n\n[39:23] built-in tier 2 backlinks, reduce\n\n[39:25] chances of censorship or suspension.\n\n[39:27] Some are just straight up you can post\n\n[39:28] anything. anyone in any high-risisk\n\n[39:30] industries, peptides, cannabis, anything\n\n[39:33] adult, um the decentralized platforms\n\n[39:36] will allow that in there. Be careful, be\n\n[39:38] smart, but you have an option. Whereas\n\n[39:40] if you put on YouTube, you'd be done\n\n[39:41] within, you know, 72 hours or whatever\n\n[39:43] the number is. Other benefits are still\n\n[39:45] pending. Alternative currency payment\n\n[39:47] methods. We're in Texas, uh September,\n\n[39:51] they signed a law. Gold and silver is\n\n[39:52] legal tender here in the state of Texas.\n\n[39:54] Okay. 13th 14th state. Simultaneously,\n\n[39:58] Texas also has a bullion depository in a\n\n[40:01] town called Leander north of Austin that\n\n[40:04] has huge amounts of private bars of gold\n\n[40:06] and and some other metals, but primarily\n\n[40:08] gold. The state controller in the same\n\n[40:10] bill that was signed into law by the\n\n[40:11] governor allows the state controller to\n\n[40:15] create a actual Texas currency that will\n\n[40:18] be issued and utilized digitally by May\n\n[40:20] of 2027, possibly with QR code, possibly\n\n[40:23] with a credit card. still in the works.\n\n[40:26] Good or bad, it's there and it's backed\n\n[40:28] up. So, tonight's a Friday night, you\n\n[40:29] want to be a degenerate, you want to go\n\n[40:30] to the gas station, get cigarettes and\n\n[40:32] beer, you can pay it in cash, credit\n\n[40:33] card, or by May of 2027, presumably\n\n[40:36] lonear gold digital, you could do that.\n\n[40:39] Um, there also are people are buying and\n\n[40:41] using the gold back. Some people are\n\n[40:42] junk silver because they don't like what\n\n[40:43] fiat is doing. We've seen silver as of\n\n[40:45] today, the skyrocketed up, you know,\n\n[40:47] yesterday, I think closing price was\n\n[40:48] $90, $91 somewhere in there. Huge\n\n[40:50] acceleration in the last three months.\n\n[40:52] So people want to be able to use this\n\n[40:54] currency which opens up an opportunity\n\n[40:56] for you. So keep that in mind. The web\n\n[40:58] three domain names are also like vanity\n\n[41:00] plates. Crypto address 0x gobbledegook.\n\n[41:04] Most of the time it's done with a QR\n\n[41:05] code. If someone actually types that in\n\n[41:06] and they oh is that an L or a one, a\n\n[41:09] zero or an O? Good luck getting the\n\n[41:11] money back. It's gone. Someone just woke\n\n[41:13] up with a bonus in somebody you don't\n\n[41:14] know. These serve as it's like the it's\n\n[41:17] like the VIN number in your car. How\n\n[41:18] many people remember the VIN number?\n\n[41:22] Okay, you're you're one of the few in\n\n[41:23] the country who does. But if if we had\n\n[41:26] if we had Marino one as a license plate\n\n[41:28] or RTS one, easy to remember. It's\n\n[41:31] assigned to the VIN number so people\n\n[41:34] could send the money that way. Easy to\n\n[41:36] remember, branding purposes, things like\n\n[41:38] that. So that's the current use of the\n\n[41:39] web 3 domain name. I just try to open up\n\n[41:42] more based on what these, you know, the\n\n[41:44] decentralized uh sites and things like\n\n[41:46] that as time goes on. We'll see. I say\n\n[41:48] I, but that's part of our feedback in\n\n[41:51] our conversations. Um, if your client\n\n[41:53] accepts Bitcoin for any reason, there\n\n[41:54] are Bitcoin specific local maps that get\n\n[41:57] indexed in Google for citations, but\n\n[41:59] also simultaneously ranking for blank\n\n[42:01] service city accepts Bitcoin. And you\n\n[42:03] could also optimize for that as well.\n\n[42:04] I'll show you in a minute. Um, and then\n\n[42:06] if anyone wants to pay you an\n\n[42:07] alternative currencies, I'll show you a\n\n[42:09] quick one as well. So, uh, I just did\n\n[42:11] one self- serving, moving on. But the\n\n[42:13] privacy coins, I wanted to test it out.\n\n[42:14] I'd work. I rank number one in Google,\n\n[42:16] but this is perplexity. Oh, the um so\n\n[42:20] you know, Monero, Zeno, all the rest.\n\n[42:22] I'm ranking for that and I'm the sole\n\n[42:24] answer for right now. You guys are smart\n\n[42:26] enough. You'll kick you'll kick the snot\n\n[42:27] out of me. I did it as a test case, but\n\n[42:29] it's there for right now as of this\n\n[42:31] minute. um for your existing domains,\n\n[42:34] your dotcoms, your nets, uh GoDaddy, if\n\n[42:37] you have something where it's just a\n\n[42:38] domain and no website yet assigned and\n\n[42:40] only on the Ethereum blockchain network,\n\n[42:43] no Polygon, not Base, not Bitcoin, just\n\n[42:45] Ethereum, you can sign, you can use the\n\n[42:48] com that you own as the crypto wallet\n\n[42:51] address in GoDaddy. They opened up that\n\n[42:53] thing about a year ago, had some\n\n[42:54] hiccups. Hopefully, they open up more\n\n[42:56] wallet options, but it's there as an\n\n[42:58] option. So use your your unused domains.\n\n[43:00] You can use it as branding for the in\n\n[43:01] the short term and or potentially use it\n\n[43:04] to enhance the value of a domain that\n\n[43:06] you decide to flip. Just wanted to keep\n\n[43:07] you in mind. Um there are some new web\n\n[43:10] uh methods coming up about park domains\n\n[43:12] to monetize them better than just\n\n[43:13] slapping something to GoDaddy or\n\n[43:15] Afternic or whatever it is you're trying\n\n[43:16] to sell. Risk tolerance jurisdiction. US\n\n[43:20] is strict on this, but it's possible.\n\n[43:21] Talk with the attorney elements here.\n\n[43:23] You can now tokenize your dot domains.\n\n[43:26] So, if you if you have a domain that's a\n\n[43:28] premium, again, I own laptops.com and I\n\n[43:30] don't have a website assigned to it. I\n\n[43:31] want to sell it. I want to get a million\n\n[43:33] dollars for it, but realistically, if\n\n[43:35] it's built up in time goes on, we could\n\n[43:36] get to two million.\n\n[43:38] Do you own that?\n\n[43:38] No. I I wish I did. I wish I wish, but\n\n[43:42] now you can put it with one particular\n\n[43:44] registar. It only came up in the last\n\n[43:45] three months or so out of Europe. Um,\n\n[43:48] you can register with them instead of\n\n[43:49] GoDaddy or Namecheep or whatever you\n\n[43:51] want. And then they have a sister\n\n[43:52] company partner that integrates with\n\n[43:54] each other. You can then put it on the\n\n[43:55] market and then sell fractional domain\n\n[43:57] percentages of it. So you can make a\n\n[43:59] million shares at a dollar a piece as\n\n[44:01] NFT tokens. Then if the thing flips, no\n\n[44:04] website attached to it, just a pure\n\n[44:05] domain flip. Then if some if it sells\n\n[44:07] for 2 million\n\n[44:09] minus the small little fee, everyone\n\n[44:11] will get their $2 per NFT token, per NFT\n\n[44:14] share that they purchased. So the trick\n\n[44:16] also is that is not only would that\n\n[44:17] happen, but anyone who buys one of those\n\n[44:19] like the second level domain roofers.\n\n[44:20] generation. They bought a small micro\n\n[44:23] fraction of laptops.com.\n\n[44:25] You can then build a token gated\n\n[44:27] community around it and that becomes the\n\n[44:29] asset that someone could take over and\n\n[44:31] as you sell the domain, the business\n\n[44:32] gets attached to it, a private members\n\n[44:34] area for laptop junkies or domain\n\n[44:36] flipper, whatever you think is\n\n[44:37] appropriate. It's it's really the wild\n\n[44:39] west right now. But I just want to let\n\n[44:40] you know that was available in the last\n\n[44:42] three months.\n\n[44:42] Wait, I have a question\n\n[44:43] please.\n\n[44:44] So on your you bought Dallas County.\n\n[44:46] Yes.\n\n[44:46] It's a level three. somebody wants to\n\n[44:49] buy, just as an example, uh, Richardson.\n\n[44:53] Dallas County,\n\n[44:54] right?\n\n[44:54] Frisco. Dallas County,\n\n[44:56] correct?\n\n[44:57] They want to buy that and they can put a\n\n[44:59] domain on there, but anybody that you\n\n[45:02] that\n\n[45:03] who you might want to sell Dallas\n\n[45:05] County,\n\n[45:06] every single time they do that, every\n\n[45:08] month it's just liquid.\n\n[45:09] Yeah. So, I I get a onetime commission.\n\n[45:12] One time only. So, if they buy it, say,\n\n[45:13] for $100, I wake up with 50 one time.\n\n[45:16] But then they're also tag if they decide\n\n[45:18] to take that domain in that account and\n\n[45:19] then mint it onto the blockchain. I then\n\n[45:21] if I so chose can make a Dallas County\n\n[45:24] token gated community only to members of\n\n[45:26] those people who own the whatever Dallas\n\n[45:28] County and I could offer discounts and\n\n[45:29] promotions and tour guides and hidden\n\n[45:31] secrets and private meetups and do all\n\n[45:33] the stuff that I would want to do that\n\n[45:34] way. But I could build a business model\n\n[45:36] around it if I so chose and wanted to\n\n[45:37] take on that time and headache. You have\n\n[45:39] the option. I'm looking at it from the\n\n[45:41] SEO standpoint side because that's what\n\n[45:43] we all care about. I just want to give\n\n[45:44] you some extra sauce for your clients\n\n[45:46] that they could do that as well if they\n\n[45:48] wanted to take on that and they needed\n\n[45:49] to have a private members only community\n\n[45:50] and their audience was more web three\n\n[45:52] focused big if and we're in its infancy\n\n[45:55] right now but something just to plant\n\n[45:57] the seed. Um and then you can pair up\n\n[46:00] your web 3 domains. So Richardson Dallas\n\n[46:03] County you can get decentralized email\n\n[46:05] web conferencing and one other asset. I\n\n[46:07] forgot which one but definitely\n\n[46:08] decentralized email typically through\n\n[46:09] ether mail. That way you don't have to\n\n[46:11] be on Gmail and feeding all the all the\n\n[46:13] data to the machine unless you want to\n\n[46:14] have a Gmail that's active for marketing\n\n[46:16] purposes like an active Gmail account\n\n[46:18] for YouTube. But you can keep your\n\n[46:20] private emails on that as well.\n\n[46:24] Um decentralized social media\n\n[46:25] alternatives. Let me just come over here\n\n[46:27] under the blocking. I'll try to be\n\n[46:28] careful and for the camera. This is one\n\n[46:31] good screenshot I found it. Eight\n\n[46:34] categories.\n\n[46:36] I'm sorry.\n\n[46:37] Pointer. Oh, excuse me. That's right.\n\n[46:39] There we go. Thank you. podcasting and\n\n[46:40] music. Thanks. Events, this one is not\n\n[46:43] that great. Uh, typically luma.com is\n\n[46:45] the biggest one that's web 3 focused is\n\n[46:48] it's the closest in web 3 to Eventbrite.\n\n[46:50] Hopefully that changes, but anyone does\n\n[46:52] local events. I've got a sports bar\n\n[46:54] client that is having um for the Super\n\n[46:56] Bowl like a Bad Bunny lookalike contest\n\n[46:58] or something that's going to go on\n\n[47:00] Eventbrite. That's going to go on\n\n[47:02] patch.com\n\n[47:03] whatever community. But if you want to\n\n[47:05] pick up some extra web three juice and\n\n[47:06] at least get the SEO, but it's also a DR\n\n[47:09] like 85, so you can pick up that type of\n\n[47:11] thing. And it does get indexed in\n\n[47:12] Google. Uh videos, we talked about this\n\n[47:14] one is a deep subject. We'll talk about\n\n[47:16] this later. Um because this also ties\n\n[47:19] back in with the um decentralized\n\n[47:21] publishing where you can post it and\n\n[47:23] that's where you can generate your\n\n[47:24] creator coins where you can get the\n\n[47:25] publicly traded token if you so choose.\n\n[47:28] Um they have equivalent to Reddit and\n\n[47:30] Discord.\n\n[47:31] Not yet. It's there, but the indexing is\n\n[47:34] is sketchy within this subset. Micro\n\n[47:36] blogging, that's where your mastadons\n\n[47:39] and your others are out there that are\n\n[47:40] really far caster, which also allow NFT\n\n[47:43] and token gated audiences come in and\n\n[47:44] integrate with other things. If you're\n\n[47:46] familiar with those, that will help you\n\n[47:47] as well. And then straight up blogging,\n\n[47:49] I'll show you here in a minute. The old\n\n[47:51] Wayne Gretzky line, uh, we've, it's\n\n[47:53] butchered, but basically he says, skate\n\n[47:55] where the puck is going, not where it's\n\n[47:56] been. The question is, are we three\n\n[47:58] years too early? And here's Wayne in my\n\n[48:00] great AI image in an empty arena by\n\n[48:03] himself waiting for the puck. Well, if\n\n[48:05] you're three years too early or three\n\n[48:07] days too early, you're ain't going to\n\n[48:08] score a lot of goals. You have to find a\n\n[48:10] sweet spot, right? So, I everything I\n\n[48:13] said today could be this. It either\n\n[48:15] could be trash and fall apart because\n\n[48:17] some of these platforms fall apart or\n\n[48:18] you could be too early or we could be\n\n[48:20] hitting on a sweet spot. That's why I\n\n[48:21] need the interactive capability. We'll\n\n[48:23] talk about it later on, but open\n\n[48:24] invitation to continue the conversation\n\n[48:26] and I'll craft. I don't even have a\n\n[48:28] website to tell people to come visit me.\n\n[48:29] I'll just do a LinkedIn at the end\n\n[48:31] because I have different domains that I\n\n[48:33] can then customize based on your\n\n[48:34] feedback. That's it. So that literally\n\n[48:37] there's nothing. This is pure education.\n\n[48:39] Um so I'm going to keep testing it. Lead\n\n[48:41] generation, affiliate ranking, tier 2\n\n[48:44] links, stuff like that that helps move\n\n[48:47] it. And I just want to say thank you.\n\n[48:49] One other thing for those of you who do\n\n[48:50] have an NFT wallet, there's something\n\n[48:52] called a POAP, PA, uh proof of\n\n[48:54] attendance protocol. M if you have if I\n\n[48:56] have one more minute I'll show one other\n\n[48:57] thing and then we'll thank you. Um this\n\n[49:01] one is um if it's okay with everybody\n\n[49:03] I'll talk with you later but I can\n\n[49:04] create an NFT that's more centralized\n\n[49:06] and decentralized but if you have a\n\n[49:08] wallet it doesn't require any minting\n\n[49:10] fees on your end. I don't touch any fees\n\n[49:13] or nothing. It just might commemorate\n\n[49:15] being one of the first SEO conferences\n\n[49:17] to talk about web 3 and it's a little\n\n[49:18] badge. It'll be an NFT in your wallet.\n\n[49:21] Will have any market value down the\n\n[49:22] road? No. But if you like that type of\n\n[49:25] stuff and a little commemoration, the\n\n[49:27] side note, the the PO apps, they have\n\n[49:29] different URLs to spit out and about 10\n\n[49:32] to 20% of them depending on the day will\n\n[49:34] actually index in Google and they have\n\n[49:36] these other like special moments and\n\n[49:38] things like that. I will show you one\n\n[49:40] thing because there's a lot of slide\n\n[49:41] time. Let me just come in here. I will\n\n[49:43] show this one. So this is one of the\n\n[49:47] decentralized platforms. It's called\n\n[49:48] paragraph.com.\n\n[49:50] Spits out the creator coins blah blah\n\n[49:52] blah. this link right here. Oops, that's\n\n[49:55] you could you can generate newsletters\n\n[49:57] this way as well if you want to pump out\n\n[49:59] long form content versus Instagram type\n\n[50:01] of short form content. Side note,\n\n[50:03] Instagram doesn't allow links in the\n\n[50:04] posts. The decentralized versions do and\n\n[50:07] they do get picked up and recognized by\n\n[50:08] hrefs just and the individual posts get\n\n[50:10] indexed by Google as well. Takes a\n\n[50:12] little while, little omega, little tier\n\n[50:14] 2 link boosting, but they'll ultimately\n\n[50:16] get there. It just takes a while because\n\n[50:18] there's so much clutter. But this is for\n\n[50:20] a client of mine who sells a six-h hour\n\n[50:21] driver's ed course in um in Texas, but a\n\n[50:24] lot of people look for things locally.\n\n[50:26] So, he teaches driver education, but the\n\n[50:27] state of Texas says you don't have to\n\n[50:28] come to class if you're 18 to 24.\n\n[50:31] Instead of the long 30-hour high school\n\n[50:33] driver's ed, you could take it at your\n\n[50:34] own time. I think from the time you\n\n[50:36] signed up, you have three months to take\n\n[50:37] it. It's a whopping six hours. That's\n\n[50:39] the equivalent of your written test.\n\n[50:40] Then you could take it to the driver's,\n\n[50:42] you know, driver's license office and\n\n[50:43] schedule your time and then do your\n\n[50:44] physical driving tests. So, people still\n\n[50:47] look for these things locally. So, his\n\n[50:48] little thing, this is my whopping anchor\n\n[50:50] text, El Paso. Href's picked it up. I\n\n[50:52] have two links. This is the most\n\n[50:54] powerful one by far. He's now number one\n\n[50:56] for six hour driver education El Paso in\n\n[50:58] the organic, the overview. It depends on\n\n[51:00] the day. For right now, the reason why I\n\n[51:03] bring all this up decentralized, you log\n\n[51:05] in with a wallet, but then you can embed\n\n[51:07] a YouTube video. This is a private one.\n\n[51:09] I'm going to put this on 2x. Give me\n\n[51:12] just one second. Make sure there's no\n\n[51:13] audio. So, in El Paso, excuse me, put on\n\n[51:17] 2x here. Ah, just to save your time,\n\n[51:23] um, close to um, UTP, University of\n\n[51:26] Texas El Paso is the, um, is the\n\n[51:27] stadium. And on the north side of their\n\n[51:29] stadium, they have a roundabout for\n\n[51:33] driving. Difficult for the average\n\n[51:34] person who's young and driving to even\n\n[51:36] handle those. Let alone if you're a\n\n[51:38] college student leaving the game and\n\n[51:39] drunk and you're getting in a car, which\n\n[51:41] you shouldn't be. College football.\n\n[51:44] Yeah.\n\n[51:46] So this but this is a perfect example of\n\n[51:48] a DWI lawyer. So I'm going to show the\n\n[51:50] one thing you cannot do in the real\n\n[51:51] world legally, morally, costwise. You\n\n[51:54] can replicate here and I'm showing a\n\n[51:56] single car accident if it was narrated\n\n[51:58] properly and better edited whether it be\n\n[52:00] through AI or manual on the process. So\n\n[52:02] this should be on 2x. It should take\n\n[52:03] about a minute. So here you are in El\n\n[52:05] Paso\n\n[52:07] flying a drone over. You can switch from\n\n[52:09] the drone, drop to a person here in a\n\n[52:12] second. Wave high. I'm in the parking\n\n[52:14] lot now. I'm drunk. This is the\n\n[52:16] narration. As an example for this\n\n[52:17] particular thing, you can hop into a\n\n[52:19] car. This is all first generation tech.\n\n[52:21] This is early 2000s video game quality.\n\n[52:24] Hop into a car, drive the car, bang the\n\n[52:27] car up here. But remember, no headsets.\n\n[52:29] Remember at the very beginning, no VR,\n\n[52:31] no glasses. This is a YouTube video that\n\n[52:33] I made private for him. I'm showing you.\n\n[52:35] But then you bounce around. You're now\n\n[52:37] on the north side. Everyone in El Paso\n\n[52:39] recognizes this with the M. You come\n\n[52:41] around and you have these cliffs. You're\n\n[52:42] drunk. Uhoh. Uh oh. Uh oh. Bang. Boom.\n\n[52:46] Cross. There's your whole thing. That's\n\n[52:48] your That's your metaverse. You can\n\n[52:49] never replicate that in the real world.\n\n[52:51] Could it be done in AI? Without\n\n[52:53] question. Could you get the background\n\n[52:54] between point A and point B and showing\n\n[52:56] emotion? Football stadium, car crash, A\n\n[52:59] to B. There's high emotion connection.\n\n[53:01] That's where the AI things could be\n\n[53:04] done, but you have to be really artful\n\n[53:06] if at all. Then you could put this on\n\n[53:07] something like a YouTube, optimize it\n\n[53:09] for El Paso, get your get your links,\n\n[53:11] co-post it on the other decentralized\n\n[53:13] platforms, pick up more URLs, rank for\n\n[53:15] not just El Paso, but say for West Texas\n\n[53:17] or for the county or even for in his\n\n[53:19] case, he ranks for the statewide terms\n\n[53:21] because he's not local and he's not\n\n[53:22] nationwide. So he's in that nebula zone\n\n[53:24] where he's allowed licensing state byst\n\n[53:26] state. So I just wanted to show you a\n\n[53:28] couple options. That is one example of\n\n[53:29] an earthbased metaverse. And as a\n\n[53:31] followup something I showed Michael and\n\n[53:32] Gregory later on if there's any\n\n[53:34] appropriateness where I can also show\n\n[53:35] the better looking better flowing easier\n\n[53:37] for you to navigate regular metaverses\n\n[53:40] but you have to get the actual dedicated\n\n[53:41] link. They don't really rank in Google\n\n[53:42] but they actually have passed through\n\n[53:43] the juice. You can put links in them and\n\n[53:45] they get picked up in analytics but you\n\n[53:47] don't get the hard SEO value on the\n\n[53:48] front end but you do get it on the back\n\n[53:50] end on your analytics traffic. And you\n\n[53:52] can also watch YouTube videos inside of\n\n[53:54] these things and boost your engagement\n\n[53:55] metrics on the local side, local Dallas\n\n[53:58] plumber videos and things like that.\n\n[54:01] They do not yet have the ability to\n\n[54:02] place a 3D building in the metaverse\n\n[54:04] where I can I can embed the video. I get\n\n[54:06] links from there on the images, but I\n\n[54:07] can't necessarily get the um latitude\n\n[54:09] and longitude as part of the IP address\n\n[54:11] watching the video yet. They're going to\n\n[54:13] try to do that. So, you can start to\n\n[54:14] manipulate local IP watching of YouTube\n\n[54:17] videos for especially for your suburbs,\n\n[54:20] things like that. I hit you with a ton.\n\n[54:23] Thank you. Also, this is post lunch. We\n\n[54:24] had the rain delay. Anything I can\n\n[54:26] answer on the questions that make an\n\n[54:28] impact on your business before we move\n\n[54:30] on to the next speaker?\n\n[54:32] Yes, sir.\n\n[54:40] Yes, to a degree. The Oh, yeah. He asked\n\n[54:43] about blockchain verification on some of\n\n[54:45] this. Yes. Depends on which chain. So in\n\n[54:47] the NFTs that spit out like on OpenC and\n\n[54:49] on Ethereum, you'll have the Ethereum\n\n[54:51] scan, Ethereum wallet checkers, things\n\n[54:52] like that. Yes, the creator tokens,\n\n[54:55] which is a very controversial one, they\n\n[54:57] do show up in the uh blockchain explorer\n\n[55:00] depending on what chain it's on, like\n\n[55:01] base chain, basecan.orgexplorer.\n\n[55:04] That's also sometimes where you get your\n\n[55:06] tier 2 backlinks out of all of that as\n\n[55:07] well, coming from the actual\n\n[55:09] verification wallets. And then the other\n\n[55:11] ones will show up on your MetaMask\n\n[55:13] depending on where they were minted.\n\n[55:14] They can also show up on various\n\n[55:15] blockchain explorers. Just not as easy\n\n[55:17] as like a straight up normal crypto\n\n[55:19] transaction like a like a typical you\n\n[55:20] and I exchange some Bitcoin. That one's\n\n[55:22] not as easy, but they are on some of the\n\n[55:24] second tier version of those. You just\n\n[55:25] have to dig deeper to find them.\n\n[55:32] Right.\n\n[55:38] Sure.\n\n[55:48] Yes, that that's still um in this niche\n\n[55:51] for what we're trying to simultaneously\n\n[55:52] do with the SEO with the time stamp\n\n[55:54] verification. It's there, but it's\n\n[55:56] really deep in the weeds. Thank you.\n\n[55:58] That's a good thing to make my notes for\n\n[55:59] future testing. Great idea.\n\n[56:03] Thanks. And then like I said, I hit you\n\n[56:05] with a ton of open invitation for\n\n[56:06] questions afterwards if there's panel\n\n[56:08] afterward, anything I can do to help.\n\n[56:09] But uh I just want to introduce\n\n[56:10] something you probably hadn't seen at\n\n[56:12] least some of it. Open up some ideas\n\n[56:13] depending on how you want to make\n\n[56:14] revenue for yourself affiliate raising\n\n[56:17] the value of your business helping your\n\n[56:18] clients or other Yes sir.\n\n[56:20] Do you have are you sharing the slide\n\n[56:23] that\n\n[56:23] Yeah, I I put it in the speaker file on\n\n[56:25] the on the app. So however you want to\n\n[56:27] do it, you're welcome to to share the\n\n[56:28] the PDF.\n\n[56:31] I'm sorry.\n\n[56:32] It's on the computer and and I I can get\n\n[56:34] it to you also on LinkedIn connect. I'll\n\n[56:35] send you later on. Anything I do to help\n\n[56:37] you, please. I just I need to have the\n\n[56:39] conversation going because it is so\n\n[56:41] different and the problem with AI, we're\n\n[56:43] so used to Google Sheets and automated\n\n[56:44] workflow and spitting out clawed\n\n[56:46] artifact AI, you know, all the new stuff\n\n[56:47] that we're used to and and ranking what\n\n[56:48] we're doing. I'm also trying to reach\n\n[56:50] people where they are in their worlds\n\n[56:52] because they may not cross over to\n\n[56:53] Google. Well, we simultaneously get the\n\n[56:55] Google rankings what we want, what we\n\n[56:56] know or other search, I'll call it\n\n[56:58] Google and AI, you know, chat, GPT,\n\n[57:00] perplexity, the rest of it. But you can\n\n[57:02] also play that ecosystem with their\n\n[57:03] emotion and win two birds one stone.\n\n[57:05] you're not quite sure which way it's\n\n[57:06] going to hope, but like you were saying\n\n[57:07] before, the goal of course is as Ted Ted\n\n[57:11] articulated really well that four scroll\n\n[57:13] event or that fourclick actions before\n\n[57:15] you get to page two and now you have to\n\n[57:16] ask people to do more and number one\n\n[57:17] ranking isn't what it used to be because\n\n[57:20] ultimately are we helping our clients\n\n[57:21] when it's are we helping them generate\n\n[57:23] real money, real emotion and this is the\n\n[57:25] stuff that can also keep a client happy\n\n[57:27] and a retention play with a little bit\n\n[57:29] of SEO but also keeps them happy from\n\n[57:31] them being defected when someone's\n\n[57:32] trying to poach your business which for\n\n[57:34] those you running agencies No one's ever\n\n[57:35] had their business poached. Right.\n\n[57:36] Exactly. So, if I can help out and are\n\n[57:39] there any other questions online that I\n\n[57:40] can help with or\n\n[57:42] none. Thank you everybody. I know it's a\n\n[57:44] lot. I appreciate it.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_1_-_Panel_Discussion", "title": "SEO Rockstars 2026: Day 1 - Panel Discussion", "video_url": "https://www.youtube.com/watch?v=TDXSq5Jrgf8", "transcript": "[00:04] Just kind of like a little round up.\n\n[00:05] Anybody ask them anything? I have a\n\n[00:08] question for that.\n\n[00:09] Yes.\n\n[00:10] Um, just out of curiosity, when you buy\n\n[00:14] the domains,\n\n[00:17] what domain broker do you use?\n\n[00:20] Number one. And number two, when you\n\n[00:22] when you talked about transferring how\n\n[00:24] GoDaddyy's going to let you transfer to\n\n[00:28] let's I don't know how you explained it,\n\n[00:30] but basically if you already own a\n\n[00:31] domain like you use the example\n\n[00:33] laptops.com\n\n[00:35] and you want to convert it to a stay in\n\n[00:37] a GoDaddy system.\n\n[00:39] Answer that second one. Uh do do two\n\n[00:41] like this. Does that help you better for\n\n[00:42] the recording? Okay, I get two fisted.\n\n[00:45] All right. So the um the answer to the\n\n[00:48] second question she asked if\n\n[00:51] you're going to go transfer say from\n\n[00:55] GoDaddy or to it's one to tokenize a\n\n[00:57] domain and potentially sell. Okay. So\n\n[00:59] that one is a web three thing and that\n\n[01:01] one is currently used through a company\n\n[01:02] called Deora and that's tied in with\n\n[01:04] free name. So freeame is the first if I\n\n[01:06] believe correctly and I may be wrong but\n\n[01:08] I believe it's the only registar that's\n\n[01:10] a combination of web three domains where\n\n[01:12] you could actually own the whatever and\n\n[01:14] something customized uh the one that's\n\n[01:16] out there unstoppable has a suite of dot\n\n[01:19] extensions uh crypton things like that\n\n[01:23] uh ETH and ETH and one or two others are\n\n[01:25] the only ones that have um recurring\n\n[01:27] renewal fees the others are onetime\n\n[01:29] purchase only but so freeame is also\n\n[01:31] simultaneously an I can approved\n\n[01:33] registar So you transfer out of GoDaddy\n\n[01:36] your account, transfer it into Freeame\n\n[01:39] when everything does in the 24, 48 hour,\n\n[01:41] whatever propagation time of the\n\n[01:43] transfer. Once it's in your account, you\n\n[01:45] then would link it up with Deora. And\n\n[01:48] then that has to have, I believe, a\n\n[01:49] three-year minimum domain registration.\n\n[01:51] And then at that point, you could put it\n\n[01:53] out there and tokenize the domain if you\n\n[01:55] so choose. Again, that's some\n\n[01:56] jurisdiction issues because we're here\n\n[01:57] in the US, but that would allow you to\n\n[01:59] fractionalize your domain. Um and\n\n[02:01] therefore it would stay there in their\n\n[02:03] marketplace their aftermarket you could\n\n[02:05] send traffic to it. Uh the link the\n\n[02:08] landing page does index simultaneously.\n\n[02:10] I forgot to mention that. So if you want\n\n[02:12] to have it rank you know their reseller\n\n[02:14] page or their aftermarket page ranks and\n\n[02:17] then that also begins a process where\n\n[02:19] you could market it and other people if\n\n[02:20] they so choose you can market yourself\n\n[02:22] or others who are familiar with it could\n\n[02:24] start to buy fractional pieces of a high\n\n[02:26] premium domain like laptops.com.\n\n[02:29] Um, so but I'll walk you through the\n\n[02:31] mechanics later and and no, the first\n\n[02:33] part of your question again was which\n\n[02:34] one?\n\n[02:37] I kind of lost it, but uh the first part\n\n[02:39] I think you answered how you tokenize.\n\n[02:41] The second part is if you were just to\n\n[02:43] buy a domain that's decentralized, would\n\n[02:46] you use free names?\n\n[02:48] Uh, yes and no. The free name will allow\n\n[02:50] you to get the NFT and the minting and\n\n[02:51] the customization. So you have all that\n\n[02:53] flexibility. However, if you want to buy\n\n[02:55] just to rank for something quickly where\n\n[02:58] uh I think I mentioned what that\n\n[02:59] dappling network whatever limo that used\n\n[03:01] to be spit out when people would do the\n\n[03:03] HTML pages uploaded to GitHub and then\n\n[03:05] exported out to the various ports kind\n\n[03:07] of like a hub and spoke model. That's\n\n[03:09] when you'd pay. You could go to\n\n[03:10] Unstoppable by Richardson texas or\n\n[03:13] whatever you'd like. Um pay your $5\n\n[03:15] domain renewal and then have your\n\n[03:16] decentralized hosting connected with it.\n\n[03:19] And that's the one that normally won't\n\n[03:20] rank in Google, but if you add limo\n\n[03:23] orlink to the end of it, it will show up\n\n[03:26] in a regular web browser and that's\n\n[03:27] crawable. And that one typically has a\n\n[03:29] DR of like a 71 72 something like that.\n\n[03:32] Dang.\n\n[03:33] For for indexing and that's depending on\n\n[03:35] the price point. If you get a longtail\n\n[03:36] keyword, you could then depending on\n\n[03:38] where you host your content because they\n\n[03:39] have also Unstoppable gives you a\n\n[03:42] profile URL on ud.mme\n\n[03:46] whatever. And I I did one here for us. I\n\n[03:48] think I did SEO conference.learn. I paid\n\n[03:50] like two bucks for it. It's in my crypto\n\n[03:52] wallet. I'll transfer, you know,\n\n[03:53] afterwards. And then I'm trying to get\n\n[03:54] that one indexed. I don't know what the\n\n[03:56] DR is, but that interim page links to\n\n[03:58] rockstarsconference.com.\n\n[04:00] You get that as a bonus. But then if you\n\n[04:01] take the extra time um to\n\n[04:03] [clears throat] do the ETH and build out\n\n[04:04] a like an HTML page or a couple pages,\n\n[04:07] that's where you get the higher DR and\n\n[04:09] it can index pretty quickly because it's\n\n[04:10] whatever subdomain.\n\n[04:12] Orlink. Uh but it doesn't work on any of\n\n[04:15] the others. Crypto.limo.nf. NFT nothing\n\n[04:18] yet hopefully that's coming up soon but\n\n[04:20] just where we are right now it's rolling\n\n[04:22] the clock back to HTML pages that were\n\n[04:24] ranking in Google like in 2003 and the\n\n[04:26] web 3 version they have they have a\n\n[04:28] while to catch up\n\n[04:29] talk about decentralized posting\n\n[04:31] ah uh there are three of them right now\n\n[04:34] one is a centralized sorry they have a\n\n[04:36] platform where you can build like a\n\n[04:37] customized site where there are\n\n[04:38] different blocks but you can integrate\n\n[04:39] all the different things in YouTube uh\n\n[04:41] I'm sorry the answer to the question she\n\n[04:43] asked about decentralized hosting I\n\n[04:44] didn't forgot to mention her her\n\n[04:45] question so you have the decentralized\n\n[04:47] hosting and then they allow storage or\n\n[04:50] an annual renewal fee where they allow\n\n[04:51] like a branding of a URL and stuff but\n\n[04:53] it's kind of clunky. That's one. There's\n\n[04:56] another one out there called Pinata uh\n\n[04:58] where you can pin things and they call\n\n[05:00] like IPFS gateways. They give you an\n\n[05:01] IPFS or a CD or a hash number and then\n\n[05:04] you could append that to the various\n\n[05:06] gateways and that opens up a brand new\n\n[05:08] set of URLs. So you have a front-end URL\n\n[05:10] that's different.\n\n[05:12] It's kind of like um what was the old\n\n[05:14] thing where you could do uh URL\n\n[05:16] manipulation where you could change\n\n[05:17] everything in the front end, but you in\n\n[05:18] a text file you copy replace and you'd\n\n[05:20] end up with X amount of front-end\n\n[05:21] domains and you could send like your\n\n[05:23] tier two links and stuff. It's perfect\n\n[05:24] for tier two links because they're\n\n[05:25] otherwise orphan pages, but if that\n\n[05:28] still has efficacy in your SERs, it may\n\n[05:30] not, especially for maps and AI, it's a\n\n[05:33] little tricky right now, but you can\n\n[05:34] still get the back links and then power\n\n[05:36] everything up and at least power your\n\n[05:37] juice up in combination with everything\n\n[05:39] else we learned here. You know, more the\n\n[05:40] more advanced stuff, but especially with\n\n[05:42] the on page. Sean, thanks for everything\n\n[05:43] on that. It was fascinating.\n\n[05:45] I'd say your stuff is pretty advanced.\n\n[05:47] [laughter]\n\n[05:49] No, but but it would be more of a\n\n[05:51] complimentary strategy right now. I\n\n[05:52] don't believe it's a standalone.\n\n[05:54] Yeah. But don't downplay yourself,\n\n[05:58] right? You're like,\n\n[06:00] if it goes where it's probably going to\n\n[06:03] go, you're the forefather of this [ __ ]\n\n[06:05] Think about that. Right.\n\n[06:07] Thanks. Let it\n\n[06:07] manifest. I'm I'm so wrapped up in the\n\n[06:09] lab. I I can't see the fact, brother.\n\n[06:11] I've been watching you grind on this for\n\n[06:12] two and a half or three years. Me,\n\n[06:14] myself, I'm a tester. It'll come. Watch.\n\n[06:17] Thanks.\n\n[06:17] You know what I And when it does, you're\n\n[06:19] going to feel so [ __ ] justified cuz\n\n[06:21] like, yo, I told you everything\n\n[06:23] [laughter] you saying, you know, right\n\n[06:24] now it's not, but it might. But it\n\n[06:25] might, but it might. I heard a lot of\n\n[06:27] but it might. One of them shits is going\n\n[06:29] to turn and you're going to be right\n\n[06:31] there ready to take advantage of it. And\n\n[06:33] so should we be, right? If we know how\n\n[06:35] to follow, stay in contact with Matt.\n\n[06:37] And I know that's a lot to take in,\n\n[06:39] right? But remember what I said. Also,\n\n[06:41] I'mma do my best to make it\n\n[06:43] and give you something where you could\n\n[06:45] kind of go and implement. I might need\n\n[06:47] your help with that because I don't know\n\n[06:48] if just coding and your presentation\n\n[06:50] enough. I'll probably have to touch\n\n[06:52] base.\n\n[06:52] Thank you.\n\n[06:53] Awesome.\n\n[06:53] Guys, any question?\n\n[06:55] True story. I don't know what year it\n\n[06:58] was. I think it was Dory's first year.\n\n[06:59] She had this guy named Bobby. You might\n\n[07:02] you might remember him. He came and he\n\n[07:05] was trying to get us all to give him\n\n[07:06] $1,000.\n\n[07:08] And we were like,\n\n[07:10] \"Dude, what do you [ __ ] shit?\"\n\n[07:12] Become a founder of Kraken and made $50\n\n[07:14] million and we all regret it. What?\n\n[07:16] Wait, what was it? What?\n\n[07:17] Oh crap.\n\n[07:18] He was talking about tiptoe.\n\n[07:20] He was sitting That was like 2012, 2013.\n\n[07:22] I got to buy this Bitcoin thing. We're\n\n[07:24] like, yeah, whatever, dude.\n\n[07:25] Like, no, you got to look into this\n\n[07:27] Bitcoin thing. And it was like really\n\n[07:28] cheap. And it's like he had a link\n\n[07:30] emperor. He had the indexing software\n\n[07:33] stuff. I think his intro was like\n\n[07:35] Harvard or something. I remember he had\n\n[07:37] a Harvard background.\n\n[07:39] He ended up just quitting everything.\n\n[07:41] From what I heard, he made like 50\n\n[07:42] million. That was like 50 million many\n\n[07:44] years ago.\n\n[07:44] Wow. and Kevin Bambino\n\n[07:47] way out\n\n[07:50] 50 million Bitcoin was like 30 bucks and\n\n[07:53] I was like no down\n\n[07:57] [laughter]\n\n[08:00] hey guys um cuz I want to say this so\n\n[08:04] that when it comes you're going to be\n\n[08:05] like damn you know it's going to be\n\n[08:06] recorded you know or at least audio uh I\n\n[08:09] remember when I used to tell and present\n\n[08:11] on short videos being so important right\n\n[08:13] but they wasn't in Google yet, right?\n\n[08:16] And I even showed people, yo, look, bro,\n\n[08:18] this [ __ ] is in Bing. They have short\n\n[08:20] videos and long videos. Why is why would\n\n[08:23] Google not do this? Especially because\n\n[08:24] people's attention spans are so short,\n\n[08:27] right? So then, you know how justified I\n\n[08:30] felt, bro, when I saw short videos on\n\n[08:33] the ser?\n\n[08:36] Well,\n\n[08:38] that that's how he's gonna feel. You\n\n[08:40] know what I mean? when posit\n\n[08:44] right just from telling you that bro I'm\n\n[08:47] telling you Matt\n\n[08:48] yeah one of you\n\n[08:48] one other thing just from the news we're\n\n[08:49] talking about gro and pulling in the\n\n[08:51] real time stuff uh because we're seeing\n\n[08:52] things like uh Iran you know currently\n\n[08:54] in the news as of today so for the\n\n[08:56] recording purposes today is January 16th\n\n[08:58] 2026 so Iran's currency in in recent\n\n[09:01] weeks went to nothing so you had your\n\n[09:03] fiat currency so you saw an influx of\n\n[09:05] people jumping into the privacy coins\n\n[09:07] because they had a flight to safety and\n\n[09:08] they couldn't buy gold or silver so\n\n[09:10] that's what they could do there. Now,\n\n[09:11] will that necessarily happen here?\n\n[09:13] Probably not. But what the interesting\n\n[09:15] thing is is that the office of the\n\n[09:16] controller of the currency and other\n\n[09:18] things that are coming in there on the\n\n[09:19] currency side. Um, you're going to see\n\n[09:20] the ability now, they approved it uh at\n\n[09:22] the banking level that banks have been\n\n[09:24] given the green light to do it where\n\n[09:25] they can engage in riskless crypto\n\n[09:27] transactions. So, the bank can become a\n\n[09:30] broker. So, I don't trust I don't know\n\n[09:31] anything. It's Bitcoin. I don't do a\n\n[09:32] wallet. So, Bank of America, Chase, if\n\n[09:34] they so choose. And I don't know if it's\n\n[09:35] a branch by branch level or state byst\n\n[09:37] state or soon just nationwide or crypto\n\n[09:39] the credit unions, you can see at a\n\n[09:41] local credit union, you could walk in\n\n[09:43] there and your grandma or whatever could\n\n[09:44] walk in and say, \"I want to buy this\n\n[09:46] Bitcoin thing.\" And they could engage a\n\n[09:47] buy and sell, maybe capture a small\n\n[09:49] little spread, but they can't front run\n\n[09:51] or they'll have some restrictions on it.\n\n[09:53] But also with the new ISO uh standards\n\n[09:55] and some of the other things that are\n\n[09:56] going on in the news on that your\n\n[09:58] Walmart, I believe, is going to accept\n\n[09:59] Bitcoin. Um, and then on I think I\n\n[10:01] mentioned one thing very briefly on\n\n[10:02] there, but something that DPIN that DPIN\n\n[10:05] is the decentralized physical\n\n[10:07] infrastructure network where they're\n\n[10:08] going to have um and I forgot what the\n\n[10:10] parent company is. I know some of them\n\n[10:11] will you can actually hold hardware on\n\n[10:13] your homes to uh or buildings wherever\n\n[10:15] in flight path say of the low-level\n\n[10:16] drones that are flying because they need\n\n[10:18] more precise data than the current FAA\n\n[10:20] regular airline flight. So at the thing\n\n[10:22] of the sub 30,000 foot altitude. So they\n\n[10:25] need people like us to come in and own\n\n[10:26] nodes. And now the question is the\n\n[10:28] return on investment stuff like so I'm\n\n[10:31] looking at that\n\n[10:33] actual hardware hardware but you get\n\n[10:35] rewarded with x amount of crypto nodes\n\n[10:37] back\n\n[10:38] I have a buddy that does that\n\n[10:39] yeah he drives around\n\n[10:41] well around his track and gets crypto\n\n[10:43] for it\n\n[10:44] and that's what the you can receive it\n\n[10:46] however because depending on how it's\n\n[10:47] structured I'm looking at the deepen\n\n[10:49] nodes there's a new search engine that's\n\n[10:51] right now the we talk about search\n\n[10:53] engines all day long I think there are\n\n[10:54] five search engines that own the index\n\n[10:57] of billions and billions of pages.\n\n[10:58] There's Google, Bing, Yandex, BYU, and a\n\n[11:01] and a fifth one. There's a potential\n\n[11:03] sixth one, but right now, I don't want\n\n[11:05] to put it up there yet. They're selling\n\n[11:07] nodes on it, but it's going to be a\n\n[11:08] decentralized one, but they've invested\n\n[11:10] it in the actual index, and then they\n\n[11:12] would make their money on API data and\n\n[11:13] stuff like that. They reward us instead\n\n[11:15] of a centralized server like like go to.\n\n[11:17] So, the question is, oh, everyone, oh,\n\n[11:18] there are 500 search engines out there,\n\n[11:20] but everyone uses Google or Bing or\n\n[11:21] whatever it is. In this case, they're\n\n[11:24] doing um they're going to give those\n\n[11:25] nodes, but even so, even a small little\n\n[11:27] crypto miner or their nodes, I'm looking\n\n[11:28] and I don't I couldn't put it in there\n\n[11:30] yet. They don't yet have the ability for\n\n[11:32] us to drop in links and append our\n\n[11:34] crypto miners or our deepen hardware\n\n[11:36] miners yet with a clickable link or even\n\n[11:38] a readable even just pure text, but they\n\n[11:40] could read it. It's not there yet, but\n\n[11:41] I'm waiting to get answer. So, followup\n\n[11:43] that you could actually you could slap\n\n[11:45] in a crypto miner at your client's\n\n[11:46] office, the cheapo ones for 10 bucks.\n\n[11:49] you don't care if it then you slap it in\n\n[11:50] there because you have the IP address\n\n[11:51] and then you can slap in a link forward\n\n[11:53] slash keller for water heater or\n\n[11:55] whatever and then you have a keller IP\n\n[11:57] address running all the time and then on\n\n[11:59] the crypto minor things so the question\n\n[12:01] is would that be appropriate is it\n\n[12:02] better for a tier two this is where the\n\n[12:04] nuance in the weeds is where I've been\n\n[12:05] going in but that's where it's going\n\n[12:06] I have a question um the URLs you know\n\n[12:10] you're talking about them getting\n\n[12:11] indexed can you tell if people crawl\n\n[12:13] them or not\n\n[12:14] yeah uh the easiest one copy paste does\n\n[12:16] it show up in Google then the question\n\n[12:17] is I I use hrefs as the as the base as a\n\n[12:19] proxy.\n\n[12:20] I wouldn't do that. If Google's crawling\n\n[12:22] them, they're they're in the link\n\n[12:23] database.\n\n[12:24] That's what I'm think. But I'm having\n\n[12:25] some trouble getting that because some\n\n[12:26] of them are so weird like they're off a\n\n[12:28] blockchain explorer.\n\n[12:29] So you can't tell really if they're\n\n[12:30] being crawled by Google.\n\n[12:33] Do we have reports?\n\n[12:35] I I try to look at competitors once are\n\n[12:38] and and then nothing else. I just th I\n\n[12:40] throw some tier 2 links or Omega or\n\n[12:42] something just to force it and see if I\n\n[12:43] can get anything out of it. My data\n\n[12:45] isn't that great at it yet. I mean, I'd\n\n[12:46] love to talk some of the mechanics.\n\n[12:48] That's that's a great question.\n\n[12:49] Yeah.\n\n[12:49] Okay. So, I just want to because you\n\n[12:51] talked fast as one of So, you can't see\n\n[12:55] Google.\n\n[12:56] Sometimes you can't, but only after it's\n\n[12:57] already been fully indexed, but has it\n\n[12:59] been crawled yet? That\n\n[13:00] can you see crawl data on the stuff that\n\n[13:02] you're talking about?\n\n[13:03] Not yet. Because because you don't have\n\n[13:04] like search console, you don't have\n\n[13:05] analytics yet because it's all third\n\n[13:08] party. So, because I don't control\n\n[13:09] anything\n\n[13:10] and that's why I'm using something like\n\n[13:11] a crawler, Samrush, HS kind of as a\n\n[13:13] proxy even if it doesn't show up in\n\n[13:15] Google. It's not it's not pretty and\n\n[13:17] it's clunky, but great question that\n\n[13:19] that's something I need to end for us\n\n[13:21] going forward.\n\n[13:22] Thank you.\n\n[13:23] Questions? Anybody have any questions\n\n[13:25] for any of our marvelous speakers up\n\n[13:27] here?\n\n[13:30] No questions.\n\n[13:32] Might as well.\n\n[13:32] Yes.\n\n[13:34] I'm really interested\n\n[13:40] I call them parasites, but\n\n[13:43] can I have access to the stores.\n\n[13:46] Yeah. Yeah. No, let me get the let me\n\n[13:47] get something together. I just didn't\n\n[13:48] know what would resonate with people.\n\n[13:49] So, I'll make sure I get something to\n\n[13:50] you. Also, I read you're doing something\n\n[13:52] on eye gaming and local. Is that um on\n\n[13:55] yours when you speak? Is that tomorrow\n\n[13:56] or Sunday?\n\n[13:57] Sunday.\n\n[13:58] Sunday. Are you doing more like\n\n[13:59] scavenger hunts and gamifying a city?\n\n[14:02] Is that what you're doing yet or no?\n\n[14:04] But I'm really interested.\n\n[14:06] Yeah. Okay.\n\n[14:07] Hey, Matt, we're gonna create a game,\n\n[14:10] right? We're going to create a game,\n\n[14:11] throw it on there, case study the whole\n\n[14:13] [ __ ] Neesa, you down? We're going to\n\n[14:15] take we're going to what we talked about\n\n[14:16] yesterday. Let's just create our own\n\n[14:18] [ __ ] throw it out there, case study the\n\n[14:20] whole [ __ ] up. If it works, then we'll\n\n[14:22] do it again private and monetize it. But\n\n[14:25] and that would be a great way to test,\n\n[14:26] right?\n\n[14:27] Yeah, that that could work. And also\n\n[14:28] even if you work say with at the local\n\n[14:29] level with the Chamber of Commerce, if\n\n[14:31] you have an otherwise boring town,\n\n[14:33] right, whatever, you could theoretically\n\n[14:34] go there and take raw pieces of land and\n\n[14:36] then have people go out as like a as a\n\n[14:38] physical scavenger hunt with augmented\n\n[14:39] reality clickable link and the content\n\n[14:42] something\n\n[14:43] but you could but your video then you\n\n[14:45] could have that piece of cont say\n\n[14:47] learning of just uh Keller, right? So\n\n[14:49] you could have Keller Texas, learn\n\n[14:51] Keller Texas, but it's brought to you by\n\n[14:53] Plum House Plumbing or Michael's roofers\n\n[14:57] or whatever it is appended into the AI\n\n[14:59] content with the logos have a physical\n\n[15:01] scavenger hunt, but if the weather isn't\n\n[15:02] dependent, people can't physically do\n\n[15:04] whatever, then they could go on a\n\n[15:05] metaverse scavenger hunt where you could\n\n[15:07] appensate promo codes on the back or\n\n[15:09] some sort of token event or something\n\n[15:10] like that, but it's still in its\n\n[15:11] infancy. But you could make an otherwise\n\n[15:13] boring city come alive. And then it's my\n\n[15:16] old minor league baseball thing.\n\n[15:17] Tonight's thing is brought to you in\n\n[15:19] part, this third inning is brought to\n\n[15:20] you in part by SEO Rockstars or\n\n[15:21] whatever, right? But then you can append\n\n[15:23] the content and sponsor with a clickable\n\n[15:25] link back to them or a landing page on\n\n[15:26] the Chamber of Commerce, but it's that\n\n[15:28] page is sponsored with the link so they\n\n[15:29] get the URL juice, but you're getting\n\n[15:31] that IP traffic coming in and engagement\n\n[15:33] possibly.\n\n[15:34] You keep saying it's not there yet and I\n\n[15:36] mean I agree, right? But anybody ever\n\n[15:38] heard of Pokemon Go?\n\n[15:40] Anybody ever seen kids going around? So\n\n[15:43] it's possible, right? And then for I\n\n[15:44] gaming dog possible because you make the\n\n[15:46] game make them get involved.\n\n[15:48] Well, and and that that's going to be\n\n[15:50] fascinating stuff because because now\n\n[15:51] you could you can make local come alive\n\n[15:54] combined with the videos we learned\n\n[15:55] today.\n\n[15:55] Awesome.\n\n[15:56] Aaron, you have a question. Okay. Okay.\n\n[15:58] Brian,\n\n[15:59] I got a question for Joe. If there's a\n\n[16:01] roll up, let's just say four companies\n\n[16:04] and one company is doing a million,\n\n[16:07] second company's doing two million,\n\n[16:08] third company's doing three million,\n\n[16:10] fourth company's doing four million.\n\n[16:11] they do roll up and merge and there's\n\n[16:14] going to be overlap of customers. Some\n\n[16:16] companies in there may benefit more than\n\n[16:18] others. If you're a paid media, if\n\n[16:20] you're a social media or maybe two SEO\n\n[16:21] companies, whatever the matrix is during\n\n[16:24] that exit, how do you weigh the value of\n\n[16:27] how much you get percentage of how much\n\n[16:28] revenue you contribute?\n\n[16:30] If your contribution can be complex\n\n[16:33] because we may have a better overlap of\n\n[16:36] customers than the other company over\n\n[16:37] here and one company may be a better\n\n[16:40] entrylevel service than another company\n\n[16:43] that is a better upsell or whatever it\n\n[16:45] may be. How do you map that out on how\n\n[16:48] much do I get now?\n\n[16:49] Oh, I love that question. It's loaded\n\n[16:52] question.\n\n[16:53] Loaded. Yeah,\n\n[16:54] I have to Okay, top my head. I think the\n\n[16:57] the to start the um I'm have to stay on\n\n[17:01] the side of it because I'm running this\n\n[17:02] top of my head. I would say\n\n[17:05] based on revenue contribution is a\n\n[17:08] framework to start. But if you really\n\n[17:10] look into it, there's got to be a way to\n\n[17:13] rule out the overlap, right? Because\n\n[17:15] when you when you when you JV together\n\n[17:17] on the on on the road up, you can\n\n[17:19] probably clearly map it out what is\n\n[17:22] who's contributing to what in what\n\n[17:23] stages of the business. So there'll be\n\n[17:25] always a way to track it.\n\n[17:27] I could see that creating conflict\n\n[17:29] because I was like, \"Oh, well, I'm the\n\n[17:31] reason these customers are coming in.\"\n\n[17:33] Another company say, \"Well, I'm the\n\n[17:34] reason we're increasing the average\n\n[17:35] ticket.\" And the other company be like,\n\n[17:37] \"I'm the reason that we're retaining\n\n[17:38] them because\n\n[17:40] there value because of that because I am\n\n[17:44] the the number like top generation.\n\n[17:48] You would never have that revenue\n\n[17:49] generation. You have this service that\n\n[17:50] don't retain them. Maybe it's a\n\n[17:52] conversion rate optimization.\"\n\n[17:54] And so as it grows, is it a four-way\n\n[17:56] equal split? Is it like, well, you get\n\n[17:58] 36%. You get X percent. How do you come\n\n[18:02] up with that complexity of some saying,\n\n[18:04] I deserve more than you because I am\n\n[18:06] doing X. Each person feels like they're\n\n[18:08] doing more than, you know, they want\n\n[18:11] more. Yeah. They're contributing more.\n\n[18:13] If I was leading that road up, this is\n\n[18:15] what I would do. I when when everybody\n\n[18:17] join force together, I would first clear\n\n[18:20] it out because there's no upsell yet,\n\n[18:22] right? There's no oh I bought in the\n\n[18:24] customer then you upsell that wasn't\n\n[18:26] that wasn't happening yet that's stage\n\n[18:28] two that happened after you decide to\n\n[18:31] join force road up right so I would say\n\n[18:33] when you decide to join together that is\n\n[18:36] the moment to define like to clearly\n\n[18:39] define like what are we thinking who is\n\n[18:42] going to contribute to what and map out\n\n[18:43] the entire customer journey so I would\n\n[18:45] say the fair way to do it is and when\n\n[18:47] that happen when you join force together\n\n[18:50] that's you mapped out the percentage\n\n[18:51] because after that it's become it\n\n[18:53] agreement right it's a two stage it's a\n\n[18:55] twostage thing because based on what you\n\n[18:57] say if you don't draw up the agreement\n\n[18:58] in the when you join together that's\n\n[19:00] become super messy because I can say my\n\n[19:03] conversion rate clean everything trump\n\n[19:05] everything you can bring in all you want\n\n[19:07] right I increase 20% conversion rate do\n\n[19:10] I put business so I really believe it's\n\n[19:13] I was going to do it I do it in stages\n\n[19:15] join together define it clearly based on\n\n[19:18] what everybody can part and after that\n\n[19:20] you partner that's you you're on\n\n[19:23] everybody benefit\n\n[19:24] at that starting point. I'm assuming\n\n[19:26] it's not a four-way split.\n\n[19:28] It would not be because when they come\n\n[19:30] in they already at they already at\n\n[19:32] different sizes already, right? But\n\n[19:34] that's a total divided by what you're\n\n[19:36] contributing in at what stages. So it in\n\n[19:39] the beginning you can clearly define\n\n[19:41] until thing got muddy until you have a\n\n[19:43] customer like wait a minute my 100\n\n[19:44] customer that I bought in now you have\n\n[19:46] the upsell you increase you know the AOV\n\n[19:48] by 20%. But then the the conversion guy\n\n[19:50] said, \"But you know what? I changed up\n\n[19:52] everything. That's why you increase\n\n[19:53] another conversion rate by 5%.\" See, but\n\n[19:55] that's but that but that\n\n[19:57] amount of revenue but the most amount of\n\n[19:59] value is there. Are you rewarded for\n\n[20:01] that?\n\n[20:01] I would say I would say I'm\n\n[20:04] thinking right now top of my head I'm\n\n[20:07] not going to assign a value to the value\n\n[20:10] portion yet until I know exactly who is\n\n[20:14] on the table.\n\n[20:17] Right.\n\n[20:19] followup question following this\n\n[20:20] scenario.\n\n[20:22] Good question. Now\n\n[20:23] you got to answer first. When you're\n\n[20:25] this roll up, are you talking about four\n\n[20:27] companies merge up and they're going to\n\n[20:29] try to do the exit soon or they roll up\n\n[20:32] work together for a while and now that's\n\n[20:34] a whole new company that just started\n\n[20:36] working together and then they exit.\n\n[20:38] Which one work together for a while?\n\n[20:39] Because you're gonna have overlap\n\n[20:41] customers where I'm SEO, you're CRO,\n\n[20:44] you're a software, you're paid media,\n\n[20:46] you're social media. people alone who\n\n[20:48] are doing great, but we got\n\n[20:49] that's a lot of different worlds. Let me\n\n[20:51] ask a question that I think was very\n\n[20:53] helpful along the same lines. Yo Joe,\n\n[20:56] what if it's four SEO agencies that do\n\n[20:58] the same exact [ __ ] following the same\n\n[21:01] numbers he said, right? One's doing one,\n\n[21:03] one's doing two blah blah. So 10 mil\n\n[21:05] total, four companies,\n\n[21:07] then would it go off IBIDA avoid\n\n[21:11] the same\n\n[21:12] and and they're trying to exit quick. So\n\n[21:13] like me and if I had an agency me and\n\n[21:16] three people team up what's the ebida\n\n[21:17] let's exit how would that like how would\n\n[21:20] something like that work if it would\n\n[21:21] work\n\n[21:22] okay if you were doing that way so the\n\n[21:24] only people I would team up to roll up\n\n[21:26] is you don't share the same book right\n\n[21:28] you have no you have no conflict right\n\n[21:29] because all\n\n[21:30] all unique customers same industry\n\n[21:32] right so if you're in the same industry\n\n[21:34] three SEO agency combined together then\n\n[21:37] you just split the you just do the um\n\n[21:41] the equity based on the ela that you\n\n[21:43] contribute. Yeah, that that's a clean\n\n[21:45] cut. Now, to answer the Brian question,\n\n[21:47] that's kind of the roll up that we talk\n\n[21:49] about, right? Okay, you have one SEO\n\n[21:51] agency, then you have a social media\n\n[21:53] agency, then you have a paperclip\n\n[21:54] agency, then I mean, let's just say\n\n[21:57] there's three and then web design with\n\n[22:00] web design, then you upsell everything\n\n[22:01] else,\n\n[22:02] right?\n\n[22:03] When that's the case, I would more focus\n\n[22:05] on the truth is there's no clean cut at\n\n[22:08] the beginning. I would more focus on\n\n[22:11] after you combine together how much\n\n[22:13] bigger you can be together because if\n\n[22:15] you think about it let's just say okay\n\n[22:18] it's four company easier right is 25%\n\n[22:21] fair I don't know so how much more do\n\n[22:23] you want 30 what like 30 uh 20 25\n\n[22:30] if I was leading it the talk the true\n\n[22:32] talk is if we exit for $100 million that\n\n[22:37] you know you cannot freaking do it alone\n\n[22:39] Is that extra 5% that much of a\n\n[22:41] different? It is different but compared\n\n[22:43] to you have to do it alone to pointless\n\n[22:45] no deal.\n\n[22:46] What if it's so skewed though like okay\n\n[22:49] we have four companies and I'm the\n\n[22:51] lowest revenue. Let's just say one\n\n[22:52] million. One two three four. We joined\n\n[22:54] forces at 1 million but after we joined\n\n[22:56] I become 90% of the future revenue and\n\n[22:58] I'm now generating you know I don't know\n\n[23:01] five million and now I become the\n\n[23:03] weakest revenue at the starting point\n\n[23:05] but as the company matures I'm the\n\n[23:07] strongest product and any future revenue\n\n[23:09] I'm doing 90%. Like why am I only\n\n[23:11] getting 25% when 90% of the revenue\n\n[23:14] after we join forces is because of me\n\n[23:15] because you wanted to roll up\n\n[23:18] you can well okay great let's put this\n\n[23:20] way let's look at it it differently if\n\n[23:23] you would have a startup um four ways\n\n[23:26] right CEO COO CTO CMO combined together\n\n[23:30] you all put in 100 grand together to\n\n[23:32] combine a $400 based company startup\n\n[23:35] right your job when you start is equally\n\n[23:38] distribute so now Okay, on the exit, you\n\n[23:41] know how it is when startup the CTO do\n\n[23:43] most of the stuff in the beginning if\n\n[23:45] it's a software company. Then the CEO\n\n[23:47] doesn't do a whole lot until there's\n\n[23:48] money and more people involved. The CEO\n\n[23:51] absolutely do nothing until you have\n\n[23:53] employees. So now even though the work\n\n[23:56] is in proportionately in different\n\n[23:58] stages of that of that side of life at\n\n[24:01] the end of exit would you say well but\n\n[24:03] when I exit the CEO actually and the CEO\n\n[24:07] and CEO arguably doing most of the work\n\n[24:09] deleted it deleted the point would would\n\n[24:12] at that point if there's a startup\n\n[24:14] combined would you go back and say you\n\n[24:16] know what CTO you're not going to do 25%\n\n[24:18] I'm gonna give you five see what I mean\n\n[24:21] I think if you think about that Okay.\n\n[24:23] Then you see rolling up is exactly the\n\n[24:26] same thing. You partner with something\n\n[24:28] this whole new thing even it's not\n\n[24:30] called startup but the mentality behind\n\n[24:33] it is identical right you come in at\n\n[24:35] different stages doing different thing\n\n[24:37] that's why you can either distribute a\n\n[24:40] the equity based on contribution of the\n\n[24:42] revenue or you can do a vetting schedule\n\n[24:44] as well right you can do a vetting\n\n[24:46] schedule like a lot of startup does it I\n\n[24:47] mean good startup actually do vetting\n\n[24:50] schedule instead of like a four-way\n\n[24:51] split right if you look at like all the\n\n[24:54] one that go to billin there's no way\n\n[24:57] they will split evenly in the very\n\n[24:59] beginning or even co do not earn\n\n[25:01] everything you have to you have to earn\n\n[25:03] your vetting schedule because what if\n\n[25:05] you don't produce so to answer your\n\n[25:07] question if you have a very clear\n\n[25:09] vetting schedule based on the the end\n\n[25:11] version of the exit that you want to\n\n[25:13] create you can kind of gauge okay this\n\n[25:16] guy bringing in web design is the\n\n[25:18] beginning right and then the next\n\n[25:20] product probably is it a social media\n\n[25:23] because it's the next uh value letter\n\n[25:24] that's only three grand a month and Then\n\n[25:26] the highest is the SEO because it cost\n\n[25:28] the longest time, right? So you can kind\n\n[25:30] of walk the whole journey and figure out\n\n[25:32] what which service is going to\n\n[25:34] contribute to what revenue chain, right?\n\n[25:36] And then you can have a vetting schedule\n\n[25:38] accordingly based on that price point\n\n[25:40] and then vet it based on what is really\n\n[25:42] produced and not produced.\n\n[25:44] Would you take on let's see if there's\n\n[25:45] four and there's a fifth company and\n\n[25:48] they're doing no revenue but you're like\n\n[25:50] we need that. How do you value that?\n\n[25:53] I would just buy them out\n\n[25:54] prevenue. What if they say I want to be\n\n[25:56] a part of the exit? [cough] Let me let\n\n[25:57] me lock arms. I want to do the roll up,\n\n[25:59] but I'm prere.\n\n[26:00] I would say you're going to have to\n\n[26:02] assign a value yourself. If you if this\n\n[26:04] guy say no, right? Same thing is like\n\n[26:06] the book, right? You're going to have to\n\n[26:08] assign you're going to have to assign a\n\n[26:09] value for that for that particular value\n\n[26:11] because if you say, okay, this guy have\n\n[26:13] no revenue, but yet if I if they become\n\n[26:16] part of us, we're going to increase I\n\n[26:18] don't know, AVO AOV by 50% like\n\n[26:20] instantly or there's a value for that\n\n[26:23] and that's the number I'll use. So I\n\n[26:25] think the way I treat all this like\n\n[26:27] equity split is you just need to assign\n\n[26:29] an honest number if you were the other\n\n[26:31] guy,\n\n[26:32] right?\n\n[26:32] Well, what he said, so like what he just\n\n[26:35] said and you just answer would a\n\n[26:36] potential option be to like do some\n\n[26:39] phantom equity that vets if certain KPIs\n\n[26:42] are met and if they're not met then [ __ ]\n\n[26:44] out of here.\n\n[26:44] Yep, you can do that's that's what I was\n\n[26:46] saying like vetting schedule I think is\n\n[26:48] most solution to is a solution to most\n\n[26:52] equity or disagreement. Because right\n\n[26:55] you say I can do this you say you say\n\n[26:57] you might do this well okay let's let's\n\n[27:00] trust but verify right because if that's\n\n[27:03] the case then you apply the same rule to\n\n[27:05] everybody else then everybody could be\n\n[27:07] in at exit everybody get out and exit\n\n[27:10] and based on performance that you say\n\n[27:12] you you agree\n\n[27:13] I mean wouldn't you also have in a\n\n[27:15] scenario like that it has four people\n\n[27:18] they already come in with a value of of\n\n[27:21] of and so if you get a 15 or x value and\n\n[27:24] somebody unfortunately passes away in\n\n[27:26] the middle or one of the CEOs gets\n\n[27:29] fired, their value of their company has\n\n[27:31] already been set. So couldn't there be\n\n[27:33] like a base if they walk away? They\n\n[27:35] don't want to work with you anymore. If\n\n[27:37] this is your value when we exit, you can\n\n[27:39] get your four million. That's what your\n\n[27:41] value is coming in.\n\n[27:42] You could you could do that. That gets\n\n[27:45] extremely complicated, right? Because if\n\n[27:47] you think about it, if you decide to\n\n[27:49] join force and exit, there got to be a\n\n[27:51] timeline. It cannot be like in we're\n\n[27:53] going to do it indefinite right it got\n\n[27:55] to be a time usually well it depends\n\n[27:57] three year five year whatever the\n\n[27:59] timeline is right you have exit go if\n\n[28:02] you would go to trial to do the roll up\n\n[28:05] usually what we do is we reverse\n\n[28:06] engineer on figure out what strategic\n\n[28:08] buyer that will even buy us then you go\n\n[28:11] figure it out right that's how that's\n\n[28:13] the game you go figure out what they\n\n[28:15] want to buy versus creating what exactly\n\n[28:18] what they want to buy and then you\n\n[28:20] create that thing and you give it to\n\n[28:21] That's how you get the biggest exit in\n\n[28:24] the fastest way because right now you\n\n[28:26] there's a chance that you you don't know\n\n[28:28] what you're rolling up right like\n\n[28:30] especially the fifth guy right in your\n\n[28:32] scenario. Four guy creating value one\n\n[28:35] guy no value yet but you think it's\n\n[28:37] going to create value well let's ask the\n\n[28:40] future buyer do you think it's going to\n\n[28:41] work?\n\n[28:44] Is the voting controlled by the guy who\n\n[28:46] has the most amount of revenue at the\n\n[28:48] time of the roll off? I'm four million.\n\n[28:49] I got the most in revenue. You have four\n\n[28:51] CEOs. You have four alphas. Who is gonna\n\n[28:53] lead? If I'm saying, well, I'm gonna\n\n[28:55] lead. I'm the $4 million revenue. I have\n\n[28:58] the most voting shares. I'm contributing\n\n[29:00] the most. I'm the boss.\n\n[29:01] Great question. I forgot which um public\n\n[29:04] trade company did that. They literally\n\n[29:06] told you, \"Sure, we're going to go IPO,\n\n[29:08] but all of you have no voting right at\n\n[29:11] all. Ever. You can say whatever you want\n\n[29:13] to say.\" like it's you can you can\n\n[29:15] create whatever agreement you create\n\n[29:17] before you join force together. You can\n\n[29:19] say you know what even though I'm the\n\n[29:21] smallest guy but I want to call a shot.\n\n[29:23] If the other guy say yes, then put in an\n\n[29:26] agreement. That's what will be it. Like\n\n[29:28] basically when you when you do the deal\n\n[29:30] together, that's when the time you\n\n[29:32] figure out all this, right? Like if\n\n[29:34] that's what you want, you say, \"Okay, I\n\n[29:35] want to go with uh whoever have the\n\n[29:37] highest security.\" Like let's say like\n\n[29:39] voting, right? Right. Each percentage is\n\n[29:41] one vote for example, right? If that's\n\n[29:44] what you want to do, well, it's up to me\n\n[29:46] say are you sure? Okay. Or like no.\n\n[29:50] Then you know your answer. Then you you\n\n[29:52] have to negotiate, right?\n\n[29:54] The most important thing is four people\n\n[29:55] have to get along. It has to be\n\n[29:56] chemistry.\n\n[29:57] Oh, huge thing, right? The idea of man\n\n[30:00] you don't just lock arms.\n\n[30:03] It has to be. It's same thing as like\n\n[30:04] partnership, right? Who who here has a\n\n[30:06] business that have a partner?\n\n[30:08] How do you feel about partnership if you\n\n[30:10] cannot get along?\n\n[30:11] American\n\n[30:15] marriage because your whole money tied\n\n[30:17] to it. I mean, your marriage is tied to\n\n[30:18] 50% so to speak, right? the business\n\n[30:21] 100%\n\n[30:23] 100% tied to it. So never do business\n\n[30:27] with anyone that you don't like. It's\n\n[30:29] because of money. It it doesn't work. It\n\n[30:31] just life is too short, man. All right,\n\n[30:34] that's that's my take on that.\n\n[30:36] I have a question for Chad because I\n\n[30:37] want to ask him before I forget.\n\n[30:39] What? What? You don't want to answer no\n\n[30:41] questions, Chad? With your cowboy hat?\n\n[30:44] [ __ ] got me in sunflower dresses.\n\n[30:47] Those are real.\n\n[30:47] You want to answer some questions? Those\n\n[30:49] weren't AI, by the way. [laughter]\n\n[30:52] He's gonna play it off like it's AI box.\n\n[30:55] That was so real.\n\n[30:57] So, what I wanted to know was um so I\n\n[31:00] started building a little tool with some\n\n[31:02] API blah blah blah. And then what I hit\n\n[31:04] was I didn't like this price blah blah\n\n[31:07] blah. So like you know between cling\n\n[31:09] potato this that you know G uh Google's\n\n[31:14] just too [ __ ] expensive. I'm not\n\n[31:15] doing that. It's not what I'm looking to\n\n[31:17] do, right? I wanted to know um\n\n[31:20] do you have like insight like yo cling\n\n[31:23] mic is good for this this is good like\n\n[31:24] you know or you haven't tested them that\n\n[31:26] much I haven't gotten that far down that\n\n[31:28] line\n\n[31:29] no I've tested them a lot um\n\n[31:32] it is kind of a crapshoot\n\n[31:34] but the ones worth yeah the ones that\n\n[31:39] this is on camera so\n\n[31:41] they're not then cool but there's not\n\n[31:43] I don't want to rip on any of them but\n\n[31:45] like some of them are terrible\n\n[31:47] physics like they're just not there yet\n\n[31:49] and some of them are coming up quick\n\n[31:51] like Sadream\n\n[31:53] is coming up and it's it's looking\n\n[31:54] really good and they just finally went\n\n[31:56] into 1.0 you know, but if you want to be\n\n[31:59] like safe like cling will will get you\n\n[32:01] there at like half the price of Sora and\n\n[32:03] Vio\n\n[32:05] and the in the fifth partner in your\n\n[32:06] scenario who comes in and they want\n\n[32:08] everything. It's like Kim Kardashian,\n\n[32:10] right? Like her her brand is way\n\n[32:12] stronger than yours. So even has zero\n\n[32:15] skills\n\n[32:16] that changes the equation, right?\n\n[32:19] Right.\n\n[32:19] And you know the four million guy was\n\n[32:22] the alpha. If his IB is the lowest, he\n\n[32:25] ain't nobody. If dude with the million\n\n[32:26] got the highest EBIDA, he's the one that\n\n[32:28] you know what I mean? So that also right\n\n[32:30] Joe.\n\n[32:30] It's all on Yeah. It's all about EBIDA\n\n[32:32] because you could do four million a\n\n[32:34] year, but if your EBIT is 2%.\n\n[32:38] So the cleanest the cleanest to do kind\n\n[32:40] of going back to what you're saying, the\n\n[32:42] the cleanest way to do it is you assign\n\n[32:45] a valuation, but the the moment you join\n\n[32:47] force\n\n[32:48] and that evaluation, that percentage, it\n\n[32:50] is\n\n[32:51] it is it is what it is. No matter how it\n\n[32:53] evolves\n\n[32:54] because after it's become partnership\n\n[32:56] right it's like okay I have this idea\n\n[32:58] like Matt had this amazing idea right he\n\n[33:00] come say okay I want a thousand from\n\n[33:02] everybody right so okay tech speaking\n\n[33:05] it's about what 20 grand right there\n\n[33:07] right in the room okay then it's up to\n\n[33:10] him to say okay for 20 grand you\n\n[33:12] actually get half the company because I\n\n[33:14] own the other half because my he can do\n\n[33:16] that you don't have to agree\n\n[33:18] wonder what if the the strongest guy we\n\n[33:20] like owns 60%\n\n[33:22] But as a company matures, they join\n\n[33:24] forces. The social media is the revenue\n\n[33:26] and this guy riding the cocktails for\n\n[33:28] free.\n\n[33:29] They got to be\n\n[33:30] goes down to cuts.\n\n[33:31] That's the risk that everybody taking.\n\n[33:33] Okay. So, you really\n\n[33:34] you have to and also same thing. It's\n\n[33:36] almost like it's exact same thing,\n\n[33:37] right? You start a startup, you have a\n\n[33:39] CEO, you have CTO, you have CMO. The CTO\n\n[33:42] performed, create a product. The CEO to\n\n[33:44] sell the crap out of it. Then they raise\n\n[33:46] money. The CMO couldn't do nothing. They\n\n[33:48] cannot scale. Then what do they do?\n\n[33:50] vetting schedule,\n\n[33:53] right? Vetting schedule\n\n[34:00] smart contracts to alleviate a lot of\n\n[34:01] headaches in between like upfront. Have\n\n[34:03] you seen that yet or not?\n\n[34:05] Not um I have not seen that one because\n\n[34:08] it added the capacity of that for while\n\n[34:10] I'm here.\n\n[34:10] I'm sorry.\n\n[34:11] No, that's cool.\n\n[34:14] I'll get my question later for you.\n\n[34:16] That's actually that's actually a really\n\n[34:18] great question. The reason I know about\n\n[34:20] the vetting schedule because it got\n\n[34:21] burned before literally it's exactly\n\n[34:24] that situation.\n\n[34:26] Oh my god. I have I had a I had a 50-50\n\n[34:28] partner, right? The the other 50 partner\n\n[34:30] is the money guy and supposed to do\n\n[34:32] certain things. So it's the the\n\n[34:34] responsibility is clearly listed out,\n\n[34:35] right? But we did not add a fing\n\n[34:37] schedule because I thought, okay, you\n\n[34:38] put up the the money, I put up, you\n\n[34:40] know, my connection, my experience, and\n\n[34:42] you know, the whole vision, right? So\n\n[34:44] we're all good. Well, halfway through he\n\n[34:46] didn't do anything. So, okay, even he\n\n[34:48] has money game, but you didn't do\n\n[34:50] anything at all as your position is\n\n[34:52] supposed to be. Then I go back and say,\n\n[34:54] uh, what are we going to do?\n\n[34:55] Best way to you don't have to do\n\n[34:57] anything and get 50%.\n\n[34:58] Yeah, exactly. Right. That's for the\n\n[35:01] other guy. For the other guy, right?\n\n[35:03] That's really isuck is the way to go.\n\n[35:06] So, what happened was like I did not\n\n[35:08] know anything about a vetting schedule\n\n[35:10] at that time. I was lucky enough that,\n\n[35:11] you know, a lot of smart people advising\n\n[35:13] me. They're like, \"Oh, did you do a\n\n[35:14] vetting schedule?\" I'm like, \"No, what\n\n[35:16] does that even mean?\" Then they show me\n\n[35:18] this table. I was like, \"Whoa, this is\n\n[35:19] like some hardcore [laughter]\n\n[35:22] Excel spreadsheet, right?\" I'm like,\n\n[35:23] \"Oh, well, that's what the uh startup\n\n[35:26] private equity does.\" I was like, \"Oh,\n\n[35:28] okay. Can I have that spreadsheet?\"\n\n[35:30] Yeah. So, it works. So, vetting\n\n[35:32] schedule, it really is answer to what\n\n[35:35] you just said like because the question\n\n[35:38] when it come down to what you're really\n\n[35:39] asking is what if the other guy did not\n\n[35:41] perform like when we joined together?\n\n[35:43] What are we going to do? I don't want\n\n[35:44] any set. Maybe he gets divorced becomes\n\n[35:46] depressed and everyone wants like oh god\n\n[35:48] you can put all those at the clause\n\n[35:50] right you can put all those just like\n\n[35:51] okay just say like if you I mean any\n\n[35:54] substantial business would have um I\n\n[35:56] forgot about about that clause they have\n\n[35:58] a clause just saying that if the CEO the\n\n[36:01] key executive or you know die divorce\n\n[36:04] pass away lost or jail what needs to\n\n[36:06] happen next. So that is part of it. Like\n\n[36:09] you can you can have the lawyer written\n\n[36:11] in to that and agree up point before you\n\n[36:13] sign it and that would solve all that\n\n[36:14] problem.\n\n[36:16] I'm working on a deal right now and the\n\n[36:18] guy tried to sneak in some of that stuff\n\n[36:20] he just said and I was like yo [ __ ] is\n\n[36:23] this [laughter] bro? Get out of here. Uh\n\n[36:24] and also does everybody know what a\n\n[36:26] vetted schedule is? If not maybe you\n\n[36:28] could explain them because that's very\n\n[36:29] important. All right. So vet schedule on\n\n[36:31] on a very simple term is basically you\n\n[36:34] create some milestone that the guy say\n\n[36:38] he will add value to that or hit the\n\n[36:40] milestone when that happen then he'll\n\n[36:42] get x amount of percentage and once it's\n\n[36:45] vest is done this his because he he he\n\n[36:48] have achieved and deliver right what he\n\n[36:51] promised to do\n\n[36:52] and that's called phantom equity usually\n\n[36:54] invested on a vetted schedule\n\n[36:56] it could it could be phantom equity it\n\n[36:58] depends\n\n[36:58] it could be Yeah, vesting is is the term\n\n[37:01] that they use. Yeah. When you raise when\n\n[37:03] you raise money.\n\n[37:04] So, Joe, break down. How does phantom\n\n[37:06] equity work? It's in particularly with\n\n[37:08] vesting.\n\n[37:09] Okay. So, phantom equity, don't hold me\n\n[37:13] to it. I'm a law lawyer. I'm not giving\n\n[37:15] you law advice. All right. [laughter]\n\n[37:17] But full disclaimer, legal advice for\n\n[37:19] education,\n\n[37:19] not legal advice. It's for education\n\n[37:21] advice. My own personal experience.\n\n[37:22] Phantom equity is you use it for\n\n[37:25] something for a someone that you want to\n\n[37:27] bring in together but you don't want to\n\n[37:29] give them ownership.\n\n[37:32] Yeah.\n\n[37:33] You see what I'm talking about?\n\n[37:33] Copy. Copy.\n\n[37:34] So that's what it is. It's what the\n\n[37:35] phantom equity for. So basically it's a\n\n[37:38] glorified\n\n[37:40] uh profit only share agreement if you\n\n[37:42] can look at that way right because if\n\n[37:44] you don't want to give out equity then\n\n[37:46] the easiest things to do is you will do\n\n[37:48] a profit share you would do a profit\n\n[37:50] share only agreement with a exit clause\n\n[37:53] because when it come down to it what is\n\n[37:55] what's the business at the end it's only\n\n[37:57] creating two things for you one income\n\n[38:00] second a wealth generating asset that\n\n[38:03] only worth anything if there's a buyer\n\n[38:06] to pay for\n\n[38:07] So the profit uh share agreement will\n\n[38:10] cover the income portion of it, right?\n\n[38:12] And then the exit clause will cover the\n\n[38:15] asset value on it. So that way you don't\n\n[38:18] have to give out equity really. So those\n\n[38:21] are solution.\n\n[38:24] I had one question for Sean, but anyone\n\n[38:26] else finish\n\n[38:29] ask you on on your case.\n\n[38:31] someone\n\n[38:32] great advice\n\n[38:33] on the equity of equity is also great\n\n[38:36] because a business also the third thing\n\n[38:38] is is liability that brings on you right\n\n[38:41] so if you're negotiating with someone\n\n[38:43] who wants to join the company or wants\n\n[38:45] equity as a partner coming in that's a\n\n[38:48] good way to position phantom equity it's\n\n[38:51] like well you want\n\n[38:53] the proceeds of the company that sells\n\n[38:55] but do you want to take on the liability\n\n[38:56] right now if it doesn't work out next\n\n[38:58] year you want to take on the loans you\n\n[38:59] want to risk with all the, you know,\n\n[39:01] things that we're taking on and the\n\n[39:02] risks we're taking on to grow this. So\n\n[39:05] that's how you can kind of frame it to\n\n[39:07] position Phantom as a better alternative\n\n[39:09] when you're bringing in some some\n\n[39:11] partners or employees who want to get a\n\n[39:13] little high and high.\n\n[39:14] Yep. Exactly.\n\n[39:16] Yeah, that's that's I mean glad you\n\n[39:17] mentioned that. That's how usually\n\n[39:19] Phantom Equity on usually is being asked\n\n[39:23] by um the one that kind of bought on\n\n[39:26] after you know the journey started,\n\n[39:28] right? because they don't want to take\n\n[39:29] on the liability and then but as the one\n\n[39:31] that started the whole thing before you\n\n[39:33] bought someone on like really smart dude\n\n[39:35] like that like to reframe it as like but\n\n[39:37] you know if we you know get lawsuit you\n\n[39:39] won't get in trouble if we have uh in\n\n[39:42] debt we have to get more money you don't\n\n[39:44] have to put up more so that way you\n\n[39:45] reframe it the other person was like oh\n\n[39:47] yeah that's kind of cool I come I have\n\n[39:49] the owner uh privilege but I don't have\n\n[39:50] the wrong responsibility so you can\n\n[39:52] reframe it that way that's great point\n\n[39:53] hey I'm I like to piggyback on that I'm\n\n[39:56] helping someone and coaching them doing\n\n[39:57] white label work with this woman helping\n\n[39:59] her out and she ended up luckily man got\n\n[40:02] a profit share job slashmarketing deal\n\n[40:05] and then got a rev share equity profit\n\n[40:08] share slash equity play with the owner\n\n[40:11] of of the place that she's working at.\n\n[40:13] So, I was helping her, not like I'm a\n\n[40:15] big expert at this, but I know enough to\n\n[40:17] try to help someone. And they offered\n\n[40:20] her 15% equity, but then they took it\n\n[40:23] away. And I was like, \"Yo, hold up. How\n\n[40:24] they going to offer you 15%.\" And she\n\n[40:26] was like, \"Well, I had a call with him\n\n[40:27] and he said he's in debt and so he, you\n\n[40:29] know, he doesn't want to give me the\n\n[40:30] debt. So, good point, dog.\" Right? So, I\n\n[40:32] was like, \"Yo, but hold on.\n\n[40:34] How much debt is he in?\" Right? Find it.\n\n[40:36] Find out because get some Phantom equity\n\n[40:39] that only vests, right? when you get him\n\n[40:41] out of debt or he gets out of debt and\n\n[40:44] they were drawing out the contract. And\n\n[40:46] that's a very good point. I almost got\n\n[40:48] sucked into a deal, right? Like almost I\n\n[40:51] was very close, very close to send this\n\n[40:53] [ __ ] to the lawyer and then I found out,\n\n[40:56] you know, there was a lot of debt and if\n\n[40:59] I would have signed that contract, like\n\n[41:01] guys, understand like now you took on\n\n[41:04] that debt, [ __ ] is real. So that was\n\n[41:07] very good point, dog, because people get\n\n[41:09] caught out there.\n\n[41:11] Yeah.\n\n[41:11] Any other questions? Oh, wait. You said\n\n[41:13] you had a question for Sean.\n\n[41:14] For Sean.\n\n[41:15] Oh, here you go. I was just I was just\n\n[41:17] gonna ask on the what you've been doing,\n\n[41:19] the old school method of lead genen,\n\n[41:21] rank and rent, whatever. But if we're in\n\n[41:23] a bigger city like say Dallas used to\n\n[41:24] develop DFW, could you now with what\n\n[41:27] you're doing actually bring that back\n\n[41:29] but in different languages so you could\n\n[41:31] rank for DWI lawyers in Spanish or\n\n[41:33] Chinese or using what you're doing here\n\n[41:35] because you're likely not going to have\n\n[41:36] the same amount of map packs and AI\n\n[41:38] overview competition possibly on\n\n[41:42] we heavily use Spanish.\n\n[41:44] Yeah. Yeah. When even when I'm setting\n\n[41:47] up Google ads campaigns we're using\n\n[41:49] Spanish.\n\n[41:50] Okay. I was just I mean would you do\n\n[41:52] anything different like your schema\n\n[41:53] would be in Spanish and everything else\n\n[41:55] as well? [sighs]\n\n[41:57] Not really.\n\n[42:00] I haven't tried that. Simon\n\n[42:05] H\n\n[42:08] set up correctly fine.\n\n[42:10] Okay.\n\n[42:14] Yeah, it's mostly like an on page thing.\n\n[42:16] I'm not really doing the schema in\n\n[42:18] Spanish. Are you Simon?\n\n[42:22] I fig\n\n[42:22] didn't you just work on a Spanish\n\n[42:24] project?\n\n[42:25] I think schema is for bots to read\n\n[42:29] and they can read they can read English\n\n[42:32] or Spanish. So\n\n[42:33] I agree. I agree with that.\n\n[42:34] Yeah, we do a lot of Google ads in\n\n[42:36] Spanish\n\n[42:37] and I mean that's that's your testing\n\n[42:39] too. So I mean like you figure out stuff\n\n[42:41] from what you're testing in Spanish and\n\n[42:42] then you can implement that. So\n\n[42:45] reason ask is because with the very rare\n\n[42:46] exceptions all the web three stuff is\n\n[42:48] 100% English\n\n[42:49] is it?\n\n[42:49] Yeah. So I mean you hardly ever you see\n\n[42:51] a couple NFTs in Spanish and stuff but\n\n[42:53] for the most part I just I thought\n\n[42:54] is English like worldwide\n\n[42:57] because so much come came from it or\n\n[42:59] they've converted it into it\n\n[43:00] uh from the programming and this and\n\n[43:02] even the European countries are doing it\n\n[43:04] in English because of the distribution\n\n[43:06] here because of all the blockchain\n\n[43:08] everything. So I was just curious you\n\n[43:09] know mapping it over into other\n\n[43:10] languages. I mean that's way down the\n\n[43:12] road, but you just want to be aware of\n\n[43:13] it. But what you're doing even like also\n\n[43:15] old rank and rent private lead genen\n\n[43:17] sites PBN's but because what you're\n\n[43:19] doing is so advanced you could\n\n[43:20] theoretically I guess knock it out rank\n\n[43:22] number one for a wider area than beyond\n\n[43:23] Keller even though it's you know because\n\n[43:25] we're so limited.\n\n[43:26] Yeah. See when you when Okay. So the you\n\n[43:29] want to do something really that's fun.\n\n[43:32] Um the plumber that I picked up that\n\n[43:34] months back he also had a commercial uh\n\n[43:37] plumbing business. So, I got two plants\n\n[43:40] at the same time. That commercial\n\n[43:41] plumbing going that indepth on all the\n\n[43:44] different things that commercial uh is\n\n[43:46] involved and you can be way more\n\n[43:47] technical. It's one of the funnest sites\n\n[43:49] I've built in quite a while because you\n\n[43:51] could just geek the hell out and that's\n\n[43:54] acceptable on the commercial side. And\n\n[43:56] we were doing getting in depth on like\n\n[43:58] what we do in restaurants and commercial\n\n[44:00] buildings and just everything. It was\n\n[44:02] freaking it was just a freaking blast to\n\n[44:04] get like that indepth. And you know,\n\n[44:08] thank God for AI. I mean, I I I wanted\n\n[44:11] to come up with half that [ __ ] I was\n\n[44:12] having to constantly like, \"Hey, look at\n\n[44:14] all this shit.\" And I'd send it over to\n\n[44:15] the to the client. He's like, \"What do\n\n[44:17] you think of that?\" He's like, \"Damn,\n\n[44:18] yeah, I didn't think all that. Yeah,\n\n[44:20] yeah, that's awesome. How about we do\n\n[44:22] this?\" I you know, and so it it turned\n\n[44:24] out I mean, dude, the the intake form\n\n[44:27] when implemented is so life-changing.\n\n[44:30] It's it just\n\n[44:31] Did you share that? Is that part of what\n\n[44:33] you're going to share?\n\n[44:33] Yeah, I'll need to upload it into the\n\n[44:35] system. I need somebody to show me how\n\n[44:37] to upload like the the naked uh the\n\n[44:39] naked one. Um, and any other any any\n\n[44:42] other stuff if there's any other\n\n[44:43] requests that you guys have for like any\n\n[44:45] other documents and and I I tried to\n\n[44:48] present it at like the basic level so\n\n[44:51] that you guys could like be thinking in\n\n[44:53] your head, well, I could add this\n\n[44:54] document. I could add this or I could do\n\n[44:56] this, you know, you know, because I want\n\n[44:58] you guys out there going, \"Well, [ __ ]\n\n[45:00] Sean, man, he he should have been doing\n\n[45:02] this and that.\" And like you guys need\n\n[45:04] to like innovate and come up with like\n\n[45:06] more to do. I mean um because like I've\n\n[45:09] already got like things that I'm doing\n\n[45:11] like we're like like I said we're\n\n[45:13] changing instead of using claw we're\n\n[45:15] actually creating a program with cloud's\n\n[45:16] API in it that's going to reference even\n\n[45:19] more and there is actually there are\n\n[45:20] reasons to build [clears throat] a\n\n[45:23] program that is your blog system and not\n\n[45:26] just do it in claude. There's there's\n\n[45:28] stuff going on there that you can really\n\n[45:30] just manipulate but you got to get into\n\n[45:32] the vibe code and kind of understand\n\n[45:33] some of that.\n\n[45:36] Um, since you do so much GMBB stuff,\n\n[45:39] when it comes to signing people up where\n\n[45:42] Google now verifies owners\n\n[45:44] and they give you that special thing for\n\n[45:46] there's like, you know, not not really\n\n[45:49] there's not that many organizations that\n\n[45:51] can even do it, but there's quite a few.\n\n[45:53] Do you have all of your customers go\n\n[45:55] through that, get verified with that and\n\n[45:57] blast that all over their sites?\n\n[45:59] I don't know what you're referring to.\n\n[46:00] You're talking about the local services\n\n[46:03] stuff.\n\n[46:03] Yeah, local services. Oh, local service\n\n[46:05] ads.\n\n[46:06] Oh, yeah. That\n\n[46:08] you know, it says, you know,\n\n[46:09] Oh, the check mark thing.\n\n[46:10] Yeah, I'm a verify.\n\n[46:11] Oh, dude. Yeah, that's on the client's\n\n[46:13] hands. Good luck. Uh, that's there's\n\n[46:17] that I can't be involved in a process\n\n[46:19] like that. There's too much like I'm\n\n[46:20] getting social security numbers. They're\n\n[46:22] running it through Pinkerton's. That's I\n\n[46:24] don't\n\n[46:25] When you But when you get a client that\n\n[46:27] can become a local, do you get them?\n\n[46:30] Oh, 100%. I tell them it's the best\n\n[46:32] thing they can do. I [ __ ] about local\n\n[46:33] service ads a lot. Uh so one of my\n\n[46:36] clients uh used to spend we were\n\n[46:38] spending like $60,000 a month on Google\n\n[46:40] ads. And so that was around when the\n\n[46:43] local uh when the local service ads came\n\n[46:45] out. So we went through the process of\n\n[46:47] getting the local service ads set up and\n\n[46:49] we set it up at $20,000, you know, give\n\n[46:52] it a try. You want to guess how much we\n\n[46:54] spent?\n\n[46:55] Five.\n\n[46:56] I don't even think we spent that. So I I\n\n[47:00] prep my clients. I always tell them like\n\n[47:02] local service ads, you have to have\n\n[47:03] them. They're the the one of the best\n\n[47:06] like returns on investment uh you can\n\n[47:08] get, but you're also going to be angry\n\n[47:09] because it won't let you spend more\n\n[47:11] money.\n\n[47:12] So, it's it's they're infuriating. They\n\n[47:16] just drive you nuts. So, um\n\n[47:20] so yeah, I help them out with local\n\n[47:22] service ads. I I mean I do um Google\n\n[47:25] ads. um are helping out with that and\n\n[47:28] then you know um we're doing the social\n\n[47:31] media uh to expand the brand.\n\n[47:34] Okay, so no questions. All right, I\n\n[47:37] think that's it. Thank you guys. Uh the\n\n[47:39] panels, thank you Sean, Chad, MATT.\n\n[47:43] [applause]\n\n[47:46] And last little nugget, if you can get\n\n[47:49] reviews in Spanish, it helps with when\n\n[47:52] people start searching in Spanish. If\n\n[47:54] you make a GMBB post, there's nothing\n\n[47:56] stopping you from posting an English\n\n[47:58] version and then a Spanish version.\n\n[48:00] Yeah,\n\n[48:00] this [ __ ] works. I'm dropping extra\n\n[48:02] nuggets on y'all because as the\n\n[48:03] questions come, I like to share.\n\n[48:06] Say again.\n\n[48:07] They translate it for the user anyway.\n\n[48:09] Exactly. But it\n\n[48:11] it does it make you show up a little\n\n[48:13] more than you should, right? cuz you're\n\n[48:14] the one that has uh comment\n\n" }, { "filename": "SEO_Rockstars_2026_Day_1_-_Shaun_Mitchell", "title": "SEO Rockstars 2026: Day 1 - Shaun Mitchell", "video_url": "https://www.youtube.com/watch?v=Dapzc7ft9Z4", "transcript": "[00:04] Hey guys,\n\n[00:07] uh I don't know if you saw my last uh\n\n[00:09] talk that I gave. I was talking about AI\n\n[00:12] uh guard rails and stuff like that. This\n\n[00:15] is going to kind of uh continue on that\n\n[00:17] theme. Um, and so what I what I want to\n\n[00:21] go over is basically some uses of AI\n\n[00:24] with very complicated systems to make\n\n[00:26] them actually easy and really kind of\n\n[00:30] how we\n\n[00:32] radically changed up um a a lot of stuff\n\n[00:36] in our agency and are we're getting\n\n[00:39] better content um than ever. Like so the\n\n[00:43] thing that I keep seeing is a lot of\n\n[00:45] people are just like AI slopping. so\n\n[00:47] much. It's just, hey, we're just going\n\n[00:49] to mass page this or hey, we're just\n\n[00:52] going to kick kick out a ton of freaking\n\n[00:53] AI content, you know? Oh, we're going to\n\n[00:56] throw in maybe like a little bit to, you\n\n[00:58] know, try and improve it. Oh, we're\n\n[00:59] going to say, hey, have some listicles\n\n[01:01] in it or some crap. No. Um, so our\n\n[01:05] victim for the day, and I do want to say\n\n[01:07] I live here in Dallas. So all of you SEO\n\n[01:10] testers,\n\n[01:13] doing all your tests, uh, this is not a\n\n[01:16] client, but what I did is, uh, you're\n\n[01:18] going to see some documents, they are\n\n[01:20] from my clients, and I just flipped the\n\n[01:22] name out to make it easier. Um, and it's\n\n[01:26] So I picked this, uh, guy over House\n\n[01:29] Plumbing, who says he's in Keller.\n\n[01:34] But wait, Google says he's in Fort\n\n[01:36] Worth. So, we're dealing with the real\n\n[01:38] genius over here. Just to start things\n\n[01:40] off real quick. Um, and really like if\n\n[01:43] you look at this site now, I mean, not\n\n[01:46] being super critical, it's not terrible\n\n[01:49] to, you know, you start looking around\n\n[01:51] and seeing that the menu is not, you\n\n[01:53] know, it's jacked. There's a whole bunch\n\n[01:55] of stuff I discovered on this. But um so\n\n[01:59] this is who we're going to kind of look\n\n[02:01] at and house plumbing. Uh this is their\n\n[02:04] homepage. We're going to pick on a a\n\n[02:07] just wellthoughtout SEO strategy page. A\n\n[02:11] water heater page. Wait, a water heaters\n\n[02:14] water heater dash repair. So like we got\n\n[02:18] a real SEO strategist working on on this\n\n[02:21] page.\n\n[02:22] What\n\n[02:24] I have always you guys will constantly\n\n[02:27] hear in SEO, oh this old thing that used\n\n[02:29] to work is working again. You know, you\n\n[02:32] hear that a lot with the parasites.\n\n[02:34] Well, the parasites never went um away.\n\n[02:36] And one of the things that like has me\n\n[02:38] concerned as an SEO is uh you guys are\n\n[02:42] like it almost seems like the wanting to\n\n[02:44] write all the content that's topical. I\n\n[02:46] completely agree with the topical\n\n[02:48] because I'm in the brand camp. I'm on\n\n[02:51] SEO everything. Uh, but like if you're\n\n[02:54] only doing like topical without doing\n\n[02:56] foundational SEO,\n\n[02:58] I think you're going to have issues,\n\n[03:00] especially when we're dealing with like\n\n[03:01] a money page. And this is right here.\n\n[03:03] This is a money page. The best SEO tool\n\n[03:07] um for onsite is Kora. Is everybody in\n\n[03:10] agreement on that?\n\n[03:11] Is every is there anybody that's never\n\n[03:13] seen a Kora report?\n\n[03:16] Okay. All right. So a Kora report uh\n\n[03:20] this is Kora. Okay. The way Kora\n\n[03:23] operates is it's basically doing\n\n[03:25] statistical analysis based off of\n\n[03:27] keywords that you've put in and then you\n\n[03:30] select um your competitors and you put\n\n[03:33] in who you want. It's scraping off of\n\n[03:36] their sites and every little piece of\n\n[03:39] that code it's scraping to do a\n\n[03:41] statistical analysis. And then Ted's an\n\n[03:44] uber genius and he's figured out all\n\n[03:46] these ranking factors and it spits those\n\n[03:48] out. So a core report takes a while and\n\n[03:51] uh for those of us who have done core\n\n[03:53] reports know they are heavily headache\n\n[03:56] inducing.\n\n[03:58] Okay. This is not something\n\n[04:01] you can really just take this and in\n\n[04:04] general hand it to a VA. Would you guys\n\n[04:06] agree? Okay. I'm going to change that\n\n[04:09] right now. Okay. So, I've come up with a\n\n[04:11] system that with basically with a core\n\n[04:15] report, you can easily throw this in uh\n\n[04:18] show a a VA how to use the core system\n\n[04:21] and in a heartbeat, you can trust your\n\n[04:24] dumbest VA to crank out really freaking\n\n[04:27] good content. But to get that content,\n\n[04:29] we need guardrails, right? Who here is\n\n[04:33] in uh local?\n\n[04:36] Okay. Raise your hand if you're in local\n\n[04:38] and you're getting intake forms for your\n\n[04:41] clients.\n\n[04:43] Okay. Very, very good. Okay. Is there\n\n[04:46] anybody that's not getting an intake\n\n[04:48] form?\n\n[04:49] Okay. So, with one of the things that I\n\n[04:52] discovered is that I intake forms\n\n[04:56] completely drastically change your your\n\n[05:01] content. Okay? Because the thing that\n\n[05:04] Google is looking for is unique content.\n\n[05:07] When you're creating a cloud project and\n\n[05:09] you are adding a pricing grid, an intake\n\n[05:12] form, um, and a and a site map, and we\n\n[05:16] could keep going on and on and adding\n\n[05:17] more things. The content is unique to\n\n[05:21] that person and it indexes so much\n\n[05:24] better. Uh, it ranks so much better and\n\n[05:27] it is that helpful content that Google\n\n[05:29] is looking for. Are you guys getting\n\n[05:31] pricing grids from your clients?\n\n[05:34] You are getting pricing grids.\n\n[05:36] We have a couple of clients that send\n\n[05:38] out a pricing.\n\n[05:39] Okay. Uh is anybody else getting pricing\n\n[05:42] grids?\n\n[05:43] Pricing grids.\n\n[05:44] Yeah. Grids. Yeah.\n\n[05:46] Yeah. Here. Simple pricing grid. So,\n\n[05:48] this is a this it's this is my actual\n\n[05:51] client. It's flipped out with House\n\n[05:53] Plumbing. So, he came up with a pricing\n\n[05:56] grid um and then I ran it through the\n\n[05:58] system. He sent it over in a PDF. You\n\n[06:00] just tell Claude just turn it into\n\n[06:02] structured data. Boom. But what's great\n\n[06:05] is is now I have service price range and\n\n[06:08] uh time range for how long it is. So any\n\n[06:11] content that I create now uh I just tell\n\n[06:15] Claude to refer over to this. Okay. My\n\n[06:18] intake forms are let me see if this the\n\n[06:23] is the naked one. Um,\n\n[06:26] typically the uh the t that if I don't\n\n[06:31] do this with a client, it usually takes\n\n[06:33] them two weeks to get this back to me\n\n[06:35] because this is a lot of freaking\n\n[06:38] information. It's huge because when we\n\n[06:41] look at what a filled out intake form\n\n[06:45] looks like\n\n[06:48] and then a lot of the I do a lot of\n\n[06:51] multilocation local so this kind of\n\n[06:53] changes up. So,\n\n[06:56] I had a uh one client I sent over the\n\n[07:00] intake form. I didn't even ask for this.\n\n[07:01] He sent over every single service and\n\n[07:04] then what brand of tool he uses for\n\n[07:06] that.\n\n[07:07] That's going to be some damn good\n\n[07:09] content. Really freaking good. So, not\n\n[07:12] only were we using this on the money\n\n[07:13] pages, um I follow Marino's methods for\n\n[07:16] blogging. So, we do a lot of PAAs. All\n\n[07:19] these same files on every single PAA.\n\n[07:22] All of them. So, when we're blogging,\n\n[07:24] we're putting in those pricing grids.\n\n[07:25] We're putting in in the stuff from the\n\n[07:27] intake form, what we do, which brands we\n\n[07:30] work with, referrals over to the uh if\n\n[07:33] they're using REM, why not link over to\n\n[07:35] the RE actual water heaters that they're\n\n[07:37] doing, include that into your intake\n\n[07:39] form. The more that you put into an\n\n[07:41] intake form, I think the better that\n\n[07:44] your content is going to rank because\n\n[07:46] it's going to be more informative, more\n\n[07:48] helpful. There's just so many different\n\n[07:50] freaking angles that you can go into.\n\n[07:53] This is not actually really kind of like\n\n[07:55] I typically when I do geos, I like to do\n\n[07:58] geos on the intake form. So you have a\n\n[07:59] tier one. These are your top ones. These\n\n[08:01] are your your primary and then maybe\n\n[08:03] your next door. Then I have my tier two\n\n[08:05] and my tier three. You know, like here\n\n[08:07] in Dallas, you should say, \"Hey, you\n\n[08:09] know, I get a client um that's in Fort\n\n[08:11] Worth, but says, \"Hey, I want to appear\n\n[08:13] in Dallas.\" I'd be like, \"Well, you're\n\n[08:15] good luck with that. That's just not\n\n[08:17] gonna happen.\" So you got to keep the\n\n[08:19] the the geos um\n\n[08:22] uh within reason.\n\n[08:25] So\n\n[08:27] all of that gets paired together with a\n\n[08:30] core form. And so with the Kora we have\n\n[08:34] up here we have all of the what's called\n\n[08:38] variations. Okay. So what you do with\n\n[08:41] your variations, you're going to simply\n\n[08:42] just take that and you're going to pop\n\n[08:45] it into a simple notepad and proof them.\n\n[08:48] Okay. So, once you gone through there,\n\n[08:51] you're going to put it into a form. And\n\n[08:54] then you see how I have all of this\n\n[08:56] stuff that is just\n\n[08:59] giving you a headache. It's a ton of\n\n[09:02] freaking crap. Okay? It's too much.\n\n[09:05] Okay? So, I'm going to show you the\n\n[09:08] basic. You can go way farther than what\n\n[09:10] I'm about to do. Um, I have just created\n\n[09:14] a simple prompt.\n\n[09:17] I need you to write content to improve a\n\n[09:19] service page. So, you change this up if\n\n[09:21] you're writing a new page. Does that\n\n[09:23] make sense? Okay. Uh, we have some\n\n[09:25] content already. I gave them the link.\n\n[09:27] We want a full rewrite of this content.\n\n[09:29] Please scan the page first. Using this\n\n[09:32] as an H1, okay? Because I designate what\n\n[09:35] I want my H1 is. The rest of it, I could\n\n[09:37] care less. Okay. Uh, the theme of the\n\n[09:40] page. Uh, use semantic ICO. This is\n\n[09:43] where you can get into your prompting.\n\n[09:45] It doesn't really like matter what you\n\n[09:47] guys are putting in. Um, if you want to\n\n[09:50] put in, you know, semantic triples or\n\n[09:52] or, you know, things about u bird or\n\n[09:56] whatever, um, you can put those those\n\n[09:59] things in there. I do designate because\n\n[10:02] this is for Keller. I only want it for\n\n[10:04] Keller, Texas. Okay? But Keller, Texas\n\n[10:06] has little like neighborhoods and\n\n[10:08] everything. That neighborhood content is\n\n[10:10] extremely important. Always put\n\n[10:13] neighborhood content when you're writing\n\n[10:15] money pages. Okay? Even just doing your\n\n[10:18] blogs, it's good to even have that\n\n[10:19] neighborhood content on there. And you\n\n[10:21] simply just need to tell um uh the uh AI\n\n[10:27] that you want that neighborhood content.\n\n[10:29] Now, another thing is we have banned\n\n[10:31] chat GPT in our agency.\n\n[10:34] We don't allow its use for writing or\n\n[10:37] anything. It's utter [ __ ]\n\n[10:40] And so we we completely just we don't\n\n[10:42] even allow like simple lookups of things\n\n[10:44] anymore in chat GPT. Uh I have such a\n\n[10:47] low opinion of it.\n\n[10:48] We use Claude, we use Perplexity. Uh\n\n[10:51] sometimes we mess around with Manis. Um\n\n[10:54] the only time I'm ever using a chat GPT\n\n[10:57] product would be if I if I'm by coding\n\n[11:00] and I'm checking security. So then I'm\n\n[11:02] actually using codeex. So like regular\n\n[11:05] chat GPT, nope, not using it. I've just\n\n[11:08] seen too many hallucinations. So much\n\n[11:11] like wording is just so awful. It's such\n\n[11:14] a night and day difference between\n\n[11:15] claude and and and chatt you can get\n\n[11:19] into like local models if you're using\n\n[11:21] some local models and stuff like that.\n\n[11:22] There's lots of great freaking local\n\n[11:24] models, but if you're using a Frontier\n\n[11:26] Cloud's definitely where you got to be.\n\n[11:28] Um so all right. So, um,\n\n[11:32] yeah,\n\n[11:41] never on the not never never on the\n\n[11:42] money page.\n\n[11:47] Do you have a prop that will pull the\n\n[11:50] any sort of external authority like\n\n[11:52] something about plumbing codes?\n\n[11:53] Oh, so the It's funny you say that. The\n\n[11:57] Can this hear me still? the the client\n\n[11:59] that this is uh uh actually taken from\n\n[12:03] his intake form does have that because\n\n[12:04] he's big into uh water filtration.\n\n[12:08] And there is a site out there that is a\n\n[12:11] public site um by I I don't know if it's\n\n[12:15] a nonprofit or if it's the government.\n\n[12:17] They have all the contaminants and\n\n[12:19] carcinogenics and everything in the\n\n[12:20] water. We went psycho on that content.\n\n[12:24] We pulled a ton and basically we were\n\n[12:26] running it in for for each single city\n\n[12:29] and we ran that and then ran it uh\n\n[12:32] through claw because it read it's a\n\n[12:34] scient too scientific. It's terrible and\n\n[12:37] so we ran that through claw to make it\n\n[12:39] like read better and then we also did a\n\n[12:41] refer out link to that.\n\n[12:43] Yeah.\n\n[12:48] Yeah. Yeah. It's their their water\n\n[12:51] filtration uh SEO is improved by quite a\n\n[12:55] bit. So, but I try and keep it um I mean\n\n[13:01] you can have a page that is hey we\n\n[13:04] service these areas and that's a\n\n[13:05] different page but we're talking about\n\n[13:07] water heater repair Keller here. So,\n\n[13:09] we're not we're going to stay true to\n\n[13:10] the entity and we're not going to me\n\n[13:12] mention any sing I don't even I don't\n\n[13:14] even want DFW on the page. Would you\n\n[13:17] link up to say something ongo?\n\n[13:19] Yes. Yeah. Yeah, we actually do the it\n\n[13:22] will on their site. Yes. This claude you\n\n[13:26] can do a simple prompt. Um when I was\n\n[13:29] building their site uh three four months\n\n[13:31] ago just a simple prompt to get external\n\n[13:34] stuff it had that all through the\n\n[13:36] content that we were writing.\n\n[13:38] Yeah. And it took no effort. I just off\n\n[13:40] a whim asked it to do that and we we\n\n[13:43] discovered oh wow that's really awesome.\n\n[13:45] and it went to town on that. So, it it\n\n[13:48] really is a lot of playing around with\n\n[13:51] your prompt to get what you want. Uh the\n\n[13:54] main thing, you know, that I'm wanting\n\n[13:56] to show you guys is is that you can use\n\n[13:58] use Kora in a very simple way u to to\n\n[14:02] write a page now very very quickly. All\n\n[14:05] right. So, um you notice I highlighted\n\n[14:09] refers over to the intake form, the\n\n[14:10] pricing grid, and this project if\n\n[14:13] needed. So, I'm just making suggestions.\n\n[14:15] Also include neighborhood content. So,\n\n[14:18] this I'm not writing a book about like,\n\n[14:20] hey, I need all this neighborhood stuff.\n\n[14:21] And I'm making just like a basic\n\n[14:23] suggestion. Hey, if you feel like it,\n\n[14:26] check out the pricing grid. If you\n\n[14:28] don't, cool. You know,\n\n[14:31] um, okay. So, I'm going to supply some\n\n[14:33] important uh info from a technical SEO\n\n[14:36] document. Okay. So, I've got the\n\n[14:38] variations. Okay. And you can see that\n\n[14:41] basically\n\n[14:43] all I did was literally go in to the\n\n[14:47] Excel spreadsheet\n\n[14:49] and I went through here and I looked for\n\n[14:52] things that just said variations.\n\n[14:55] That's it.\n\n[14:58] VA can do this.\n\n[15:00] Two years ago, VA could not do this. I\n\n[15:03] mean, well, preI. Um,\n\n[15:08] so the next thing is we go and now we\n\n[15:11] have our entities. Um, are you guys is\n\n[15:15] anyone here not familiar with entities?\n\n[15:18] Shut up.\n\n[15:22] Uh, in case you guys didn't know, Simon\n\n[15:24] is probably like one of the best people\n\n[15:26] when it comes to like language,\n\n[15:27] understanding language. Um, he does\n\n[15:30] crazy things with just like how good he\n\n[15:32] can actually write a page. Uh he did a\n\n[15:36] page in he um in Plano and somehow got\n\n[15:41] that within what couple weeks or was it\n\n[15:44] a week into Dallas. Um and I was like\n\n[15:49] how in the hell and he did no links. It\n\n[15:51] was just entities and how the language\n\n[15:54] and the prompts of and it was the\n\n[15:57] uniqueness. That's what I'm trying to\n\n[15:58] get to is that it's the uniqueness of\n\n[16:00] the content that you're providing. So,\n\n[16:02] we're getting that uh by doing the\n\n[16:05] outsour the the outside sources such as,\n\n[16:08] you know, the city of Keller or things\n\n[16:10] like that. We're doing that by doing a\n\n[16:12] very insanely detailed intake form. Go\n\n[16:15] psycho on your intake form. Um, pricing,\n\n[16:19] you guys know that Google's eating that\n\n[16:21] up. Is everybody here mess around with\n\n[16:23] the PAAAS? Are you guys all familiar\n\n[16:25] with that? The first one's always\n\n[16:27] freaking cost. I mean, come on. So, you\n\n[16:30] call the client up, you're like, \"Dude,\n\n[16:32] I got this really sucks. Google really\n\n[16:35] wants you to start talking about\n\n[16:37] pricing.\" He's like, \"I don't agree with\n\n[16:39] it. I think it's stupid.\" He's like,\n\n[16:41] \"Yeah, it is stupid, but\n\n[16:44] I see it's ranking, so I know it's\n\n[16:46] stupid, but what if we were to do\n\n[16:48] something like I get a range?\"\n\n[16:51] H, now this conversation like with a\n\n[16:54] client could literally take a couple\n\n[16:56] months. Just keep the conversation every\n\n[16:58] time you talk to the client. Keep\n\n[17:00] bringing it up. You'll eventually wear\n\n[17:02] them out. They'll send over a range.\n\n[17:04] Okay. So, I'm paranoid when it comes to\n\n[17:08] as a lawyer.\n\n[17:09] Okay. Texas is messed up because they\n\n[17:11] because the state bar keeps messing with\n\n[17:13] your guys' websites. Yeah. It's\n\n[17:16] But I think we can say it, right?\n\n[17:18] I don't know. As far as attorneys,\n\n[17:24] like if I'm doing a DWI, well, there's a\n\n[17:26] whole different gamut. It could be a\n\n[17:28] low-level DWI, could be a high level.\n\n[17:30] So,\n\n[17:32] put the ethics part side. I can deal\n\n[17:34] with that, right?\n\n[17:35] Are you saying that\n\n[17:37] if you the I mean, what I'm saying is is\n\n[17:41] I know how bad like the state of Texas\n\n[17:43] is on lawyers. They're absolutely awful.\n\n[17:46] Um,\n\n[17:49] but on the other side, Google really\n\n[17:50] wants you to talk about price.\n\n[17:52] So,\n\n[17:52] so you got to find that in between.\n\n[17:54] The gamut would be I don't want to lo I\n\n[17:58] don't want to be tied down to it. I want\n\n[17:59] somebody to say, well, you put X, but\n\n[18:02] Google might be okay with\n\n[18:04] range. Yeah, I'm doing ranges. Um, they\n\n[18:09] would prefer X. Uh but uh the range\n\n[18:13] seems to be working uh fairly well.\n\n[18:16] How about start?\n\n[18:19] That's a that\n\n[18:21] I I think I you can do that. But then I\n\n[18:25] think some of the owners would even push\n\n[18:27] back because that's a singular price.\n\n[18:29] They know that once some yahoo gets that\n\n[18:31] in their head, they're going to be like,\n\n[18:32] \"Well, it said $100, you know.\" So, this\n\n[18:36] is a this is an insanely hard\n\n[18:38] conversation to have with your clients\n\n[18:40] trying to get them to put prices in\n\n[18:42] their blogs and in their content.\n\n[18:43] How many people?\n\n[18:46] I don't even SEO my site. I live out in\n\n[18:48] the sticks.\n\n[18:52] Yeah. So,\n\n[18:53] we had this conversation internally\n\n[18:55] about putting or having pricing\n\n[18:58] available for certain clients but like\n\n[19:02] not having it page and like when we're\n\n[19:06] talking to a client in person putting a\n\n[19:09] QR code on something so they could\n\n[19:12] goirectly.\n\n[19:12] Do you mean a orphan or do you mean a no\n\n[19:14] index page? That's right. You would\n\n[19:16] almost have to know index it.\n\n[19:18] Well, I assume if you no index it,\n\n[19:21] Google is going to should ignore it.\n\n[19:24] Should but you know how bad the AI bots\n\n[19:26] are right now.\n\n[19:27] Yeah.\n\n[19:29] But I'm just wondering like if it\n\n[19:31] doesn't if you create this page in a\n\n[19:33] blog post, people can navigate to it and\n\n[19:36] they can see it, but it can put it in a\n\n[19:38] place that doesn't link from anywhere.\n\n[19:39] Google is so hungry to display price.\n\n[19:43] They're psychotic.\n\n[19:44] So they'll still pull it up.\n\n[19:46] They will I would almost guarantee\n\n[19:47] they're going to find it. I mean, it's\n\n[19:50] Yeah, they they love the pricing grid. I\n\n[19:54] mean, it's the easiest way, easiest\n\n[19:55] thing to hit in in SEO is the pricing\n\n[19:58] grid because nobody wants to do it. They\n\n[20:00] don't want to be first and the owners\n\n[20:02] hate it, so they're not doing it. So,\n\n[20:04] it's everybody's in a stalemate. So, the\n\n[20:05] second somebody throws out a pricing\n\n[20:07] grid, they just go freaking nuts.\n\n[20:09] We get ranked because our our surgeons\n\n[20:11] won't put their price out.\n\n[20:12] Yeah.\n\n[20:13] So, we we have a one sense that seems to\n\n[20:16] work great and it's, you know, the\n\n[20:17] average cost of LASIC in city name gives\n\n[20:20] between X and Y,\n\n[20:22] right? And we rank like for every city\n\n[20:25] we've done that in if you search cost of\n\n[20:27] basic city name they rank for that and\n\n[20:30] then in the article explained it could\n\n[20:32] vary for you coming\n\n[20:33] that is exactly what we are doing that's\n\n[20:35] that's the method that I think you can\n\n[20:38] that so I think you start off on the\n\n[20:40] hard sale start off on the hard sale\n\n[20:42] with your clients on hey they want\n\n[20:44] pricing and he's going to him and haw\n\n[20:46] and then the next conversation you go\n\n[20:49] what about range I'm seeing a lot of\n\n[20:51] people doing the range\n\n[20:52] That's what you I like the range better.\n\n[20:55] I think it's easier fit. I mean, you got\n\n[20:58] to put yourself in their shoes. They\n\n[21:00] don't want to do it just X. I think I\n\n[21:03] think the range is a lot better. And\n\n[21:05] then, you know, it's subject to change,\n\n[21:07] you know, and stuff like that. You know,\n\n[21:08] I got a garage door client. They can't\n\n[21:10] even do X, you know, because it's the\n\n[21:13] depth of the of the um of the garage and\n\n[21:16] there's a ton of freaking like factors\n\n[21:18] on a simple freaking garage door, let\n\n[21:20] alone a freaking like putting in a water\n\n[21:22] heater or slab leak. I mean, who\n\n[21:24] freaking knows how much a slab leak? I\n\n[21:26] there's you don't know until you get out\n\n[21:29] there, but Google wants to know and\n\n[21:32] they'll rank you and then hopefully the\n\n[21:34] client can get out there.\n\n[21:37] Have you tried putting pricing in like a\n\n[21:39] zero toggle or like an\n\n[21:45] okay so that brings up a another thing\n\n[21:49] there is uh un I don't know if you guys\n\n[21:51] are aware of some of the controversy\n\n[21:53] going around accordians\n\n[21:55] there's there's a lot of issues with\n\n[21:57] some some accordians you have to look at\n\n[21:59] how the accordion is coded it is\n\n[22:01] extremely important because uh some of\n\n[22:04] the accordians the way they are built\n\n[22:07] the uh AIS are not actually reading\n\n[22:09] them.\n\n[22:15] Yeah. Yeah. It's something to do with\n\n[22:17] the rendering and how how it's built\n\n[22:19] out. Uh accordians are um in fact I've\n\n[22:23] seen other elements even the way they've\n\n[22:26] been built by specific builders that the\n\n[22:29] AI won't pick up on them.\n\n[22:33] Gemini analyze one of my pages and\n\n[22:37] just pointed that out that the accordion\n\n[22:39] they wanted to showing the answers.\n\n[22:41] And what builder were you using?\n\n[22:42] Um that one it was break dance.\n\n[22:45] Break dance.\n\n[22:47] Yeah. Um and some people think I'm like\n\n[22:50] psychotic, but I like Divvy. Divvy has a\n\n[22:53] lot of issues. However, Divy Divvy 5 is\n\n[22:56] about to be released and it's a\n\n[22:58] breakthrough. Um we're looking at this\n\n[23:00] core report. You guys know inside this\n\n[23:02] Corora report, uh Ted's always been\n\n[23:04] asking that even in the div tags and the\n\n[23:06] style tags, hey, stuff some keywords in\n\n[23:09] that stuff. You can't do that with with\n\n[23:12] the other builders out there. Divvy 5,\n\n[23:14] you can you can actually change the div\n\n[23:16] tags to stuff them with keywords and\n\n[23:18] stuff like that now. So, I mean, there's\n\n[23:20] a lot of change going on.\n\n[23:23] We talked about this in the room last\n\n[23:25] night for anybody that wasn't there. Uh\n\n[23:27] when you add a service in the back of\n\n[23:29] the GMBB, it asks you do you want to\n\n[23:33] list it as free\n\n[23:35] uh range or a price, right? Or or none.\n\n[23:40] I've been using the range for ever even\n\n[23:42] though I didn't want to, right? It was\n\n[23:45] something that my VA did years ago by\n\n[23:47] mistake and absolutely crushes it\n\n[23:49] because it sends the justice case and\n\n[23:51] Google picks it up. So, even if you\n\n[23:53] don't want to mention it on your\n\n[23:55] website, put it on the GMV and then ask\n\n[23:58] your client, right? This is my\n\n[23:59] suggestion. Hey, what's the minimum\n\n[24:02] amount you'll do this type of work for?\n\n[24:05] 500 or there's your minimum. What's the\n\n[24:08] maximum it'll cost? You don't have to\n\n[24:09] put that number so you don't scare\n\n[24:11] people away. Part two, because of the\n\n[24:13] legality, Sean, right? Do not bait and\n\n[24:17] switch. If you charge $1,000, don't put\n\n[24:20] the [ __ ] range as 200 to,200 because\n\n[24:23] you're lying and you're playing yourself\n\n[24:24] and Google's gonna\n\n[24:25] I mean the main thing to stress is I if\n\n[24:28] you start adding price, you have no idea\n\n[24:29] how much easier life is going to be.\n\n[24:32] Okay, now here's the third step. So we\n\n[24:34] went through hard cell, then we went to\n\n[24:36] range, then we talked about the GMBB.\n\n[24:39] Okay, then we the final step you have\n\n[24:41] with the client is it doesn't freaking\n\n[24:44] matter anymore. It does. I don't [ __ ]\n\n[24:46] care what you say. Guess what? When\n\n[24:49] somebody leaves a review now, they're\n\n[24:52] leaving price. So whether you want to\n\n[24:54] freaking leave talk about price or not,\n\n[24:58] the way Google reviews work now, they're\n\n[25:00] putting the damn price, dude. So we\n\n[25:02] better get a hold of this thing, get in\n\n[25:04] front of it, and we say what our range\n\n[25:07] is before we let the Google Google\n\n[25:09] reviews manipulate the pricing.\n\n[25:12] To that very point, if someone does\n\n[25:14] leave a review with It's manipulating\n\n[25:16] stuff 100%.\n\n[25:18] I mean, so I pay $600,\n\n[25:21] whatever it was,\n\n[25:21] right? If you copy paste the review and\n\n[25:23] have an external link in a quote markup,\n\n[25:25] let's say in WordPress, whatever it is,\n\n[25:26] and you're just happy customer review\n\n[25:28] about water heater and Keller, you leave\n\n[25:30] a review, you're not even saying the\n\n[25:32] price, but could that be readable if\n\n[25:33] it's just copy paste text with an\n\n[25:34] outbound link back to the individual URL\n\n[25:36] in a markup post because you're quoting\n\n[25:38] someone else's review citing the\n\n[25:40] original source. Could you at least pick\n\n[25:42] up that price point at that point\n\n[25:43] without really revealing price?\n\n[25:45] Yeah, you could do something like that.\n\n[25:47] Is that is that a if you have it, is\n\n[25:49] that at least a workaround in the short\n\n[25:50] term? Yeah, I mean you could you could\n\n[25:52] do that. The the whole the whole taking\n\n[25:56] of a Google review and using it\n\n[26:00] there's weirdness around that too,\n\n[26:02] right, Mike?\n\n[26:03] Yeah,\n\n[26:04] there's there I would be careful about\n\n[26:06] doing that.\n\n[26:07] Um,\n\n[26:09] so I currently I I use trust trust\n\n[26:12] review as a big plugin, but like as far\n\n[26:16] as I know, the AIS can't read it. But\n\n[26:18] then I was talking to another guy and\n\n[26:20] he's like, \"No, I pulled it up the other\n\n[26:21] day. The AI Reddit.\" So, I don't know\n\n[26:24] what's going on with that plugin. I\n\n[26:26] think it's one of the best looking\n\n[26:27] plugins. I love the plugin. It's a great\n\n[26:29] way to display the reviews. Uh, it's\n\n[26:31] cheap, especially when you're an agency\n\n[26:33] because I I love the thing, but the\n\n[26:36] problem is is that the AI can't read it.\n\n[26:39] What we're personally doing is doing\n\n[26:40] some extra reviews in the in the\n\n[26:42] homepage that is just pure just HTML.\n\n[26:45] So, we know that like Google is seeing\n\n[26:48] reviews because that's in the helpful\n\n[26:50] content. And then the problem is when\n\n[26:52] you run uh DG's helpful content system,\n\n[26:55] it's not reading that trust review\n\n[26:56] thing. I haven't got it able to read it.\n\n[26:59] So, it doesn't exist. Those reviews on\n\n[27:01] your site don't exist. If you're using\n\n[27:03] trust\n\n[27:03] reviews on your home aren't on the GMBB\n\n[27:07] link maybe to read more.\n\n[27:09] Yeah, we're we are doing that because\n\n[27:11] it's it that way we are hitting the\n\n[27:12] helpful content update. Um so um all\n\n[27:16] right so back to uh all right so\n\n[27:19] everybody's familiar with entities um\n\n[27:21] this is a very important step in the\n\n[27:23] Kora uh because the problem with um Kora\n\n[27:27] is it's badass when it comes to entities\n\n[27:30] but you have to really understand um\n\n[27:34] topic and what an entity should be okay\n\n[27:37] so this guy is in uh Keller who thinks\n\n[27:41] that DFW area should be on that page\n\n[27:46] Good. No. Um, so it's throwing a whole\n\n[27:51] bunch of this stuff out. In fact, okay,\n\n[27:54] we have a competitor, Milestone\n\n[27:56] Electric. Um, we got FAQ. We have\n\n[28:00] Dallas. We obviously know that shouldn't\n\n[28:01] be on there. Um, but then we also have\n\n[28:04] things that are kind of like leak\n\n[28:07] detection. Well,\n\n[28:11] well, gray.\n\n[28:14] Um, heating. Well, heating definitely\n\n[28:16] needs to be on the page because it's\n\n[28:17] water heating. Uh, noise.\n\n[28:22] Um, shut off valve. There's going to be\n\n[28:26] Yeah.\n\n[28:28] All right. Entity master.\n\n[28:32] Yep.\n\n[28:35] Maybe DFW. So careful about how you say\n\n[28:39] we service DFW or DFW. I might mean we\n\n[28:43] service the airport. So if you care what\n\n[28:46] Yeah. So like my me and Simon talk like\n\n[28:50] every few weeks or so. We're very close.\n\n[28:52] I remember what is it was a couple years\n\n[28:54] ago I was working on a client. Okay. And\n\n[28:58] uh my VA had written the the content and\n\n[29:01] they were a plumber in Plano and it said\n\n[29:03] located in the heart of plumber. Simon\n\n[29:05] saw that and said what the [ __ ] are you\n\n[29:07] doing? Is this is this a heart surgeon?\n\n[29:10] What are you doing? Don't have heart\n\n[29:13] there. It's like what? It's just that's\n\n[29:15] just that's how people No, that's how\n\n[29:18] big of a deal entities are. You need to\n\n[29:21] like trim the fat and be very precise\n\n[29:24] with with the words that you use on the\n\n[29:26] page. That's why Simon is is a language\n\n[29:28] master and he can do an just do a page,\n\n[29:32] no backlinks, nothing and rank it like\n\n[29:34] freaking crazy and like Dallas.\n\n[29:37] So, garbage disposal. So, you see in\n\n[29:40] this it's picking up this stuff because\n\n[29:43] some of the competitors have created\n\n[29:46] water heater page obviously with garbage\n\n[29:48] disposal and water supply and all that\n\n[29:50] crap on there. Okay. So you ne you need\n\n[29:52] to pair down that list simply to go\n\n[29:55] through the notepad and\n\n[29:57] uh get rid of it. And so I paired the\n\n[30:00] list down quite a bit.\n\n[30:03] And then it's simple. We go and we get\n\n[30:06] the entities. Okay. So this was a pretty\n\n[30:11] easy one. Usually a core report's going\n\n[30:13] to have a lot more of this crap than\n\n[30:16] this one. Uh but this page really\n\n[30:19] honestly it wasn't terrible.\n\n[30:23] Two questions. One, I don't know if you\n\n[30:25] know the answer, but can you tell me\n\n[30:27] what that um those those two Can you go\n\n[30:30] back to the core page, please?\n\n[30:31] Yep.\n\n[30:35] Do you want to go to the home or the\n\n[30:36] entity page?\n\n[30:37] This is the one. So, I wasn't confused\n\n[30:40] about what relevance and confidence\n\n[30:41] means. That's the first question. And\n\n[30:43] then the second one is when you do your\n\n[30:46] knows about schema, do you tend to use\n\n[30:48] the wiki link for that? I use Wiki and I\n\n[30:52] use Productology.\n\n[30:56] Yep. That's old school stuff and I still\n\n[30:59] use it. Yeah. Don't just use Wikipedia.\n\n[31:02] Use Productology also. Any other hot\n\n[31:05] tips on that subject, Simon?\n\n[31:07] Wiki data.\n\n[31:08] Oh, yep. That one too. I mean, you're\n\n[31:12] when you're doing schema, your schema\n\n[31:14] can be way more content than your actual\n\n[31:16] content of the page.\n\n[31:17] So, it can get on the recording. Oh,\n\n[31:19] Simon said what the question was.\n\n[31:22] Oh, wiki data. Simon also said uh wiki\n\n[31:25] data. So we have wiki data, we have\n\n[31:27] regular Wikipedia and also\n\n[31:29] producttologology for schema.\n\n[31:34] Um and I would venture to guess that\n\n[31:37] Graedia\n\n[31:39] I'm sure people are already out there\n\n[31:40] testing something like that.\n\n[31:43] Um everybody been on Graipedia yet?\n\n[31:47] It's It's pretty good. Uh it's pretty\n\n[31:50] good resources.\n\n[31:52] Um okay. So once you get the entities\n\n[31:56] and you've got the entities, you'll\n\n[31:58] notice that there's some like cleanup\n\n[32:00] stuff. Uh and so I just write this is\n\n[32:03] more info from the technical SEO\n\n[32:05] document. So I'm right back to pasting.\n\n[32:09] So, number of heading tags, 85. Number\n\n[32:11] H3 tags, number of of uh word count, uh\n\n[32:16] number of sentences, 49.\n\n[32:18] Okay, so we have all that. Um the way I\n\n[32:25] show a couple other things. So, I didn't\n\n[32:27] have a site map. Um so, all I did was I\n\n[32:32] wanted it to create a project. So I said\n\n[32:36] I want to add the site map with all the\n\n[32:37] pages this site has to the project. You\n\n[32:40] can find it at that. And then it made a\n\n[32:45] very nice\n\n[32:50] markdown file.\n\n[32:52] And look at how it organized it.\n\n[32:57] There's no excuse not to have this on\n\n[32:59] every writing content that you're doing.\n\n[33:02] Okay? Whether you're blogging, you're\n\n[33:04] doing money pages, I don't freaking\n\n[33:05] care. This should be it built into every\n\n[33:08] project. Um, I have a client that was\n\n[33:11] taking literally three months to get an\n\n[33:13] intake form. And so I did I said, \"Fuck\n\n[33:15] it.\" I gave it my blank form, showed it\n\n[33:19] the blank form, and I and I gave them\n\n[33:21] the website. It filled out the whole\n\n[33:23] intake form, came up with a whole bunch\n\n[33:24] of other [ __ ] got me ahead, and I sent\n\n[33:27] it over to the client saying, \"Hey, this\n\n[33:29] is 90% there. I just need you to look\n\n[33:31] over it and approve it.\" so that we can\n\n[33:32] actually start running with it.\n\n[33:35] And so that cut down on a lot of time.\n\n[33:37] So we just figured out that trick not\n\n[33:39] too long ago. So we'll probably actually\n\n[33:41] be doing and filling out our intake\n\n[33:43] forms for our clients for the most part\n\n[33:45] and then just seeing, hey, send this\n\n[33:46] over for approval and then be adding it\n\n[33:48] to the project.\n\n[33:50] Um what else?\n\n[33:55] Uh,\n\n[33:59] okay. So, once we did that, I paste\n\n[34:03] pasted all that stuff in there\n\n[34:07] and it spit out this page.\n\n[34:11] So, all I did is I always do them in a\n\n[34:14] word document. I would not do this in\n\n[34:16] freaking uh uh Notepad uh because you\n\n[34:20] need to like the tables and everything.\n\n[34:21] So, always do these if you're if you're\n\n[34:23] messing around with Kora. Um, you can\n\n[34:25] use Pop also. Uh, POP's a really good\n\n[34:28] product. It's just Kora has way more. I\n\n[34:29] mean, if you're going to go bottles\n\n[34:30] deep, might as well use Corora. Um, so\n\n[34:34] it's literally you just copy all this,\n\n[34:36] you throw it into the prompt.\n\n[34:38] And then this took quite a while. It The\n\n[34:42] great thing, another reason why I I\n\n[34:45] stopped the U GPT is because I want to\n\n[34:49] show you what happened when I threw this\n\n[34:50] in.\n\n[34:53] When I pasted that stuff,\n\n[34:57] it came back\n\n[35:00] and asked me\n\n[35:03] all of these questions. Okay. What's\n\n[35:05] your word count target\n\n[35:10] brand?\n\n[35:12] Okay. What's up with the FAQs? What are\n\n[35:15] you talking about on triplicates? Call\n\n[35:16] to action. I hate call to action. I I\n\n[35:18] want to do my own call to action. I\n\n[35:20] don't want freaking Claude doing my call\n\n[35:22] to action. So I always tell them to not\n\n[35:24] do that. Um and so um I answered that\n\n[35:28] and it spit it spit this stuff out.\n\n[35:33] So I answered uh let's look let's uh let\n\n[35:36] loose write as much as you want. Two was\n\n[35:39] yes uh primary but we want to work on\n\n[35:42] all brands. So the question about ream\n\n[35:43] is it said hey only talk about re\n\n[35:46] by telling it and you setting up your\n\n[35:48] cloud system you should have something\n\n[35:50] inside of your cloud system that\n\n[35:52] whenever you put something in it's still\n\n[35:53] going to ask you another question to\n\n[35:54] redefine what you're you're saying\n\n[35:58] and then output raw HTML I only want the\n\n[36:01] uh body\n\n[36:04] and so we're left with this\n\n[36:09] now this one spit out a little too much\n\n[36:11] freaking\n\n[36:12] uh content. This it went really\n\n[36:15] overboard. We're at like 7500.\n\n[36:18] Um but I should not have said let loose.\n\n[36:25] Uh but um quite often like if I'm\n\n[36:28] writing a new page, I will actually say\n\n[36:31] let loose because there's going to be a\n\n[36:33] whole bunch of stuff in there that I may\n\n[36:37] not want. The other thing is I do not\n\n[36:40] typically uh get into repetitive or\n\n[36:42] redundancy in the first prompt. I do\n\n[36:45] that in the second one. Okay. So, if I\n\n[36:48] go in here and I say uh remove anything\n\n[36:50] repetitive or redundant, this is\n\n[36:52] instantly like from 7,000, it's going to\n\n[36:54] like take paragraphs and a whole bunch\n\n[36:56] of stuff. Have you guys done that in CLA\n\n[36:57] before?\n\n[36:59] Okay.\n\n[37:01] One question. you have a software\n\n[37:04] you would after you use the redundant\n\n[37:05] and clean it up a little bit you'd be\n\n[37:07] embedding YouTube videos or images or\n\n[37:10] just to break it up because the average\n\n[37:11] person is still going to want to see\n\n[37:14] that broken up with the multime media\n\n[37:16] shop in addition to header tags\n\n[37:17] okay so I'm part of Merino's group I\n\n[37:21] have and I do I do tons of freaking\n\n[37:24] YouTube videos I have massive libraries\n\n[37:26] for every single client we rank through\n\n[37:28] YouTube uh we push maps I mean it's We\n\n[37:31] have so much freaking video stuff that\n\n[37:33] we do. Um, and it's it's done in\n\n[37:36] Marino's specific way. So, what I would\n\n[37:38] do is if I'm wanting to add in to\n\n[37:41] YouTube, um, you would just add that\n\n[37:44] into your project file. All this stuff\n\n[37:47] should just keep getting added, keep\n\n[37:48] making your project file bigger. If if\n\n[37:51] let's say like your VA all he does is\n\n[37:53] blogs, well, why not have like a file\n\n[37:56] for like the HTML structure that you\n\n[37:58] want, you know?\n\n[38:01] you're using Elementor, you know, oh,\n\n[38:05] you could do some like pre embeds and\n\n[38:07] stuff like that. So, there's a lot of\n\n[38:10] stuff that you can do. Uh,\n\n[38:13] keep adding more. You know, I don't even\n\n[38:15] have helpful the helpful content in the\n\n[38:17] uh what's the other one? The uh\n\n[38:21] huh?\n\n[38:24] No. Uh quality evaluators guidelines and\n\n[38:28] the uh helpful content. So this is\n\n[38:30] Diggity uh came up with this last year\n\n[38:34] and I I threw it in Claude. Um so this\n\n[38:37] is basically his EAT system. So I could\n\n[38:41] add this uh quality evaluator guideline.\n\n[38:44] Um another thing if you want to go\n\n[38:46] really freaking psycho.\n\n[38:51] The I think the most impactful person\n\n[38:54] for SEO last year was Sean Anderson uh\n\n[38:57] from Hobo. he went through um a fine\n\n[39:00] tooth comb over the Google lawsuit and\n\n[39:03] the stuff the content that he's been\n\n[39:04] putting out has been utterly amazing.\n\n[39:07] There's so many things that you can take\n\n[39:10] from the stuff that he's put out. This\n\n[39:12] is his um 2025\n\n[39:15] uh strategic uh plan. He's got tons of\n\n[39:22] um where's I keep you\n\n[39:24] his name?\n\n[39:25] Uh Sean Anderson. on that document.\n\n[39:31] Yeah. So, here's his I think this was\n\n[39:34] his first big post was talking about the\n\n[39:37] uh\n\n[39:40] So, there's so much of this and there's\n\n[39:43] ways that you can run this through\n\n[39:45] claude and turn it into MD files also if\n\n[39:50] you're getting bits. So, now you're\n\n[39:51] giving it tips and tricks for SEO\n\n[39:54] guidelines and things like that.\n\n[39:58] So, if you have not had a chance to go\n\n[40:01] through what Sean's put out, uh it's I\n\n[40:04] would say it's it's critical. Um and\n\n[40:06] there's tons of stuff that you can use\n\n[40:08] from what he did to add it to your\n\n[40:10] project files to write better content\n\n[40:12] and review your SEO. So, um that's\n\n[40:17] pretty much it. Um\n\n[40:23] but this is just the way we are doing\n\n[40:25] our blogs and our content and an easy\n\n[40:29] way now with just using cloud to write\n\n[40:32] um\n\n[40:34] uh to use Kora because I mean it was a\n\n[40:37] lost cause before. See all this the\n\n[40:39] other thing is is this is all the got a\n\n[40:41] lot of FAQs and um uh some people are\n\n[40:44] still unaware that you can just do your\n\n[40:46] schema in line. Um, I don't trust my my\n\n[40:50] employees to do schema for my website,\n\n[40:52] but I do trust them to do FAQ schema in\n\n[40:55] line that Claude spit out. There's\n\n[40:57] nothing wrong with that. That's easy\n\n[40:58] stuff. Uh,\n\n[41:00] you're going through all those entities\n\n[41:02] yourself before you do your VA.\n\n[41:04] Oh, I mean the V is you get you got to\n\n[41:08] teach your VAS a little bit on like what\n\n[41:10] entities and how laser focused it needs\n\n[41:12] to be. Um, I haven't I have a I have one\n\n[41:16] VA that's been with me for two years.\n\n[41:18] His attention for detail is not the\n\n[41:20] greatest\n\n[41:22] and he still has no problem going\n\n[41:24] through the list. I rarely catch him uh\n\n[41:26] making a mistake. So,\n\n[41:29] anything else?\n\n[41:32] Uh quick real quick on entities on that\n\n[41:34] what what you just were discussing. I\n\n[41:36] personally until I trust whoever is\n\n[41:39] going to do that and I've spent time\n\n[41:41] with them on Zoom or they you know like\n\n[41:43] it's one of my [ __ ] ninjas. Not\n\n[41:45] happening bro. You do that because you\n\n[41:47] [ __ ] up that entity report and start\n\n[41:49] doing [ __ ] wrong.\n\n[41:50] Entity pollution is\n\n[41:51] pollution.\n\n[41:52] Yeah. I would say almost every single\n\n[41:55] website that you look at in the local\n\n[41:57] space, every single one has entity\n\n[41:59] pollution. They don't understand it how\n\n[42:02] laser focused it has to be. It's rare\n\n[42:04] that you ever come across a site that's\n\n[42:05] not entity polluted.\n\n[42:09] Are you finding that code or is putting\n\n[42:12] in same multiple pieces of content and\n\n[42:15] do you care for?\n\n[42:17] So there are some there are some ways to\n\n[42:19] get around that if you are having it and\n\n[42:21] it's a little bit annoying. So the first\n\n[42:23] thing that you can do if you keep seeing\n\n[42:25] that the same FAQs are coming through um\n\n[42:28] the lay you can do that by keeping the\n\n[42:31] same chat context going.\n\n[42:34] So I would continue writing um I would\n\n[42:37] do blog one from here blog two and then\n\n[42:40] if you simply just say you know don't\n\n[42:43] make it redundant. Okay then you would\n\n[42:47] within this context window you would cut\n\n[42:50] that down. Okay, you could do another\n\n[42:52] thing of uh sharing the FAQ and you\n\n[42:55] could carry over to the next context\n\n[42:56] window by sharing some of the FAQs that\n\n[42:58] you have. Um, another one would be uh\n\n[43:01] doing something like you're you're um\n\n[43:04] training employees to actually use VS\n\n[43:06] Code. That's going to keep you going a\n\n[43:08] lot longer. Um, what I am showing you\n\n[43:11] off of the cloud projects, yes, we do\n\n[43:14] that, but we do a lot of stuff actually\n\n[43:17] by by VS Code. So we write in VS code\n\n[43:20] our content and that's why we get way\n\n[43:24] more markdown documents and stuff going\n\n[43:26] on way more there's a whole bunch of\n\n[43:29] crap it's whole new world when you start\n\n[43:31] using VS code\n\n[43:32] so you write your content here and then\n\n[43:34] you give it to Divy or then do you say\n\n[43:36] and is this no\n\n[43:39] so right so when they when when it\n\n[43:41] outputs I'm always looking for like when\n\n[43:43] I when the content gets done I'm only\n\n[43:45] look for the stuff in the body and then\n\n[43:47] the VA just takes that and puts that\n\n[43:49] puts it in and then we make it look\n\n[43:50] pretty and everything. So uh we have\n\n[43:52] some uh we have some clients on\n\n[43:54] elementor uh we have one client on a\n\n[43:57] data um and then uh some most of our\n\n[44:01] clients are on uh divvy five not four\n\n[44:04] on divy will you go in and be sure divvy\n\n[44:07] will you use on a local machine take the\n\n[44:10] content from code put it local then push\n\n[44:13] it or do you separate here's my content\n\n[44:16] and then you have somebody make it\n\n[44:18] pretty\n\n[44:19] no they the VA our VAS do They make it\n\n[44:21] pretty. They just taking it because it's\n\n[44:23] in the um it's in the raw format. Um\n\n[44:27] it's I mean it's not that Where is it?\n\n[44:31] No, no, no. Yep. I I just didn't\n\n[44:33] understand if you were taking it and\n\n[44:35] then like having Claude look at the\n\n[44:37] page.\n\n[44:38] No, I'm not pushing it. It's an easy\n\n[44:40] like it's really easy to push it from\n\n[44:42] WordPress. It's very easy to do. We're\n\n[44:44] just not at that stage. And the other\n\n[44:46] thing is is we have a lot of different\n\n[44:47] builders. uh some of the builders. Um\n\n[44:51] well, for one, I mean, Divvy 5 is just\n\n[44:53] coming out of beta.\n\n[44:55] Sorry, would you do that?\n\n[44:57] Can you show Claude real quick?\n\n[44:58] Projects. I want to answer his question\n\n[45:01] a little bit more just for anybody\n\n[45:02] because a lot a lot of folks here are\n\n[45:04] not using Claude\n\n[45:06] projects. Not even Yeah.\n\n[45:08] Oh, wait. You want my VS code or you\n\n[45:09] want my project?\n\n[45:10] Right here. Right here. Okay. to answer\n\n[45:12] your question. Um,\n\n[45:14] sir, I want I want to give a little bit\n\n[45:17] more context to what you asked. If let's\n\n[45:19] say you were you set this up and you're\n\n[45:21] using it and it's giving you the same\n\n[45:23] FAQs, right? What I would suggest is set\n\n[45:26] up another project for the same client\n\n[45:28] and don't be scared to have multiple\n\n[45:30] clawed projects for one client because\n\n[45:34] one client has how many services?\n\n[45:36] Yeah. Each service should have its own\n\n[45:40] project because then when you feed it\n\n[45:42] the files, there's no wrong entities.\n\n[45:45] There's no wrong blog posts. There's no\n\n[45:48] wrong PDN incoming links. There's no P\n\n[45:50] uh press release date. You understand?\n\n[45:52] It's all about the one service. Then\n\n[45:55] when you come in here and ask it for\n\n[45:56] everything, you put in the prompt in the\n\n[45:58] instructions, hey, once you cover one\n\n[46:01] PAAF FAQ, do not cover it again. And\n\n[46:05] that's it. it'll just start cycling\n\n[46:07] through whatever you feed it. Remember,\n\n[46:09] garbage in, garbage out. And the more\n\n[46:11] you try to do because it's exciting, you\n\n[46:14] start losing quality. When you stay\n\n[46:15] laser focused, so again, multiple\n\n[46:18] projects for housing plumbing, then you\n\n[46:20] go one per service if you need to.\n\n[46:23] Here's another thing is our prompt for\n\n[46:26] doing the PAAAS before we started\n\n[46:28] implementing the intake form was two to\n\n[46:31] three pages just to write a freaking\n\n[46:32] blog. Was out of freaking control. I\n\n[46:35] looked at this stuff and I was like,\n\n[46:36] \"Yeah, that's a damn good freaking like\n\n[46:38] prompt.\" But holy [ __ ] Now, literally,\n\n[46:41] because we are putting this stuff in\n\n[46:44] into the project, dude, it's it's like\n\n[46:48] it's like a paragraph, maybe two at\n\n[46:51] most. It's like you've reduced the load\n\n[46:55] and you've made it so much less complex\n\n[46:58] for the VAS. I mean, just because like\n\n[47:01] you're writing writing these prompts\n\n[47:03] that are holy crap and now you're doing\n\n[47:06] the blog, you're just you're writing a\n\n[47:08] prompt and you're saying, \"Oh, take a\n\n[47:10] look at the intake form. Oh, take a look\n\n[47:12] at our pricing.\" So, you don't have to\n\n[47:13] put all that crap in there. He we were\n\n[47:15] literally he I caught one. He literally\n\n[47:19] put like all the freaking links for he\n\n[47:21] did the site map inside of the prompt. I\n\n[47:23] was like, \"Dude, God, Lord save me.\" I\n\n[47:27] was like, you put a prop with like you\n\n[47:29] just probably ate up the context window\n\n[47:31] off your damn prop.\n\n[47:34] You didn't even get to load.\n\n[47:35] Yeah, you didn't even get to load.\n\n[47:38] Oh man.\n\n[47:40] Guys, any questions?\n\n[47:42] No.\n\n[47:44] That's the goal.\n\n[47:45] I love questions.\n\n[47:50] I guess some stuff is crazy. you should\n\n[47:54] figure that out. This test a lot of\n\n[47:56] things that he's dropping in his papers.\n\n[47:59] The other thing is he he was feeding\n\n[48:01] kind of that stuff grow. So you just\n\n[48:04] talk with Gro and Gro will give you a\n\n[48:07] lot of insights about\n\n[48:08] Yeah, Sean's Sean's pretty active on X.\n\n[48:11] Um I like I'm a news junkie so I love X.\n\n[48:15] Um also a hot tip if you want to get\n\n[48:18] into vibe coding it's on X, not\n\n[48:21] Facebook. Uh, counter to that, my\n\n[48:24] opinion of the SEOs that are on X is\n\n[48:28] really bad. If you think it's bad on\n\n[48:31] Facebook, the advice and some of the\n\n[48:33] things that are said on X about SEO is\n\n[48:36] holy freaking crap. It's nightmare fuel\n\n[48:41] and it's some of these guys think\n\n[48:43] they're really famous.\n\n[48:46] So, yeah.\n\n[48:47] Any questions, guys? How many people\n\n[48:49] using claw code or claw pro, you know,\n\n[48:52] are you using claw desktop? Do you have\n\n[48:53] custom projects set up? If not, man, get\n\n[48:56] to it.\n\n[48:57] It's critical.\n\n[48:58] Like, get to it. Then you get to\n\n[49:00] terminal down the line. But bare [ __ ]\n\n[49:02] minimum, bro. If you don't set this up,\n\n[49:05] [ __ ] chat GPT. Don't talk to me about no\n\n[49:08] custom chat GPTs. I'm tell you right\n\n[49:09] now.\n\n[49:10] Yeah. Second I say I see GBT, I'm like,\n\n[49:12] well,\n\n[49:14] stuff, right? Someone mentioned it.\n\n[49:17] Grock is amazing when you want to know\n\n[49:19] what's going on in the world for\n\n[49:20] sentiment,\n\n[49:22] right? Like what's HAPPENING REAL TIME\n\n[49:23] NOW\n\n[49:24] BECAUSE you can turn on that feature\n\n[49:26] when you search with Gro, especially if\n\n[49:28] you're using the CLI. Where do you want\n\n[49:30] to search the actual, you know, like go\n\n[49:33] to the internet or the internet end\n\n[49:34] threads or just threads or X? What\n\n[49:37] they're called threads, right? X.\n\n[49:38] No, no, it's just X. Yeah, tweet. I\n\n[49:40] don't I just still call it Twitter.\n\n[49:42] Twitter. I mean,\n\n[49:43] it goes through Twitter and then gives\n\n[49:45] you the report, right? So like tech\n\n[49:47] stack wise being that we're talking\n\n[49:48] about this stuff. Google Gemini huge\n\n[49:51] million context when go research\n\n[49:52] everything plus it's Google. I want that\n\n[49:55] info from Google like we were talking\n\n[49:56] about last night right for the real time\n\n[50:00] social media like what's going on cuz\n\n[50:02] bro trust me uh Elon got that [ __ ]\n\n[50:04] tight. And then the thing you mentioned\n\n[50:05] the groipedia. Yeah right. If y'all\n\n[50:07] haven't checked that out go check it\n\n[50:09] out. Don't listen and not do it. Right.\n\n[50:12] Grock deep research plus it's Google\n\n[50:14] giving you Google [ __ ] Grock to go get\n\n[50:17] the uh Twitter and social media and\n\n[50:20] everything else.\n\n[50:23] Claude Cole, I'm telling you guys, man,\n\n[50:25] don't play this. And Madness. Madness is\n\n[50:27] Claude Cole made easy.\n\n[50:29] Yeah.\n\n[50:30] Right. Because I love Madness and I use\n\n[50:31] it. I'm running it right now.\n\n[50:33] But that's only when I want something\n\n[50:35] pretty fast because I don't feel like\n\n[50:36] going in VSC.\n\n[50:37] We Someone asked, I think the other day,\n\n[50:39] how many of you are vi coding? And\n\n[50:41] almost everybody in the room said yes.\n\n[50:43] You have to get on Twitter. The advice\n\n[50:46] and stuff that are going on. Who knows\n\n[50:47] what Ralph Wigan is.\n\n[50:51] We've got three hands and that scares me\n\n[50:53] to death. You guys like need to know\n\n[50:55] this stuff. you've got to get on Twitter\n\n[50:57] and because the Ralph Wigum is basically\n\n[51:00] it's a loop system that you basically\n\n[51:02] you do a whole bunch of planning and\n\n[51:04] like it's for more of a massive type\n\n[51:06] project and you literally you put the\n\n[51:08] plan in and you walk away and it's an\n\n[51:11] infinite loop of running sprints. So\n\n[51:13] there's when when programmers are doing\n\n[51:15] things they have okay we have this task\n\n[51:18] this sprint this sprint this sprint okay\n\n[51:20] well this sprint could be connected to\n\n[51:21] this sprint and that sprint okay and\n\n[51:23] what happens is the Ralph Wigan loop\n\n[51:25] runs in parallel and does all the\n\n[51:28] activities and you just you know you\n\n[51:30] just run off and leave it for a couple\n\n[51:32] days and you come back to a program\n\n[51:33] that's done on complicated programs\n\n[51:38] it's no it's still it's still you run it\n\n[51:41] through terminal or\n\n[51:43] or uh VS Code. No. So, yeah.\n\n[51:46] How do you get the interface?\n\n[51:48] I do every I like VS Code. What are you\n\n[51:50] using?\n\n[51:50] I use VS Code.\n\n[51:51] I like VS Code. Yeah. I'm not using bold\n\n[51:54] cursor. I'm not using anything. I'm just\n\n[51:56] doing straight VS code. But like the\n\n[51:58] stuff and the and the changes and what's\n\n[52:00] going on. Um you learn so much about\n\n[52:04] what's going on with with AI from X. It\n\n[52:07] is definitely\n\n[52:09] SEO is awesome on Facebook. Um, I think\n\n[52:12] that's the place to be to get network\n\n[52:14] and make your groups. But the same thing\n\n[52:16] is going on on Twitter for for AI and\n\n[52:18] vibe coding and stuff. You will learn\n\n[52:20] just a shitload.\n\n[52:21] You're going to be mad at me. Number\n\n[52:22] one, I told you, yo, bro, just code us\n\n[52:24] up a [ __ ] thing that takes tweets and\n\n[52:26] makes a updates us. I forgot to show it\n\n[52:29] to you.\n\n[52:30] Yeah.\n\n[52:30] Twitter. Twitter, bro. You could just\n\n[52:32] catch a tweet, throw that [ __ ] into one\n\n[52:34] of these, and then it gives you a prompt\n\n[52:37] or a tool. That's what I got. I promise\n\n[52:39] you. Get some one of you out here. You\n\n[52:40] want to test me? See if I'm [ __ ]\n\n[52:42] lying, send me something that has actual\n\n[52:44] here's how you do something. I'll throw\n\n[52:46] it in my project and spit you out a live\n\n[52:48] vers.\n\n[52:51] Did we?\n\n[52:51] Yeah. Remember\n\n[52:52] Oh, yeah. Yeah. Yeah. Oh, that's right.\n\n[52:55] Yeah. And I actually oneshotted a couple\n\n[52:57] things on that call. One shot is when\n\n[52:59] you could like set things up, give it\n\n[53:01] one prompt or a PRD, walk away, come\n\n[53:04] back, and pretty much it's done. Maybe\n\n[53:05] you need to talk back and forth or edit\n\n[53:07] it a bit, but you did the work up front.\n\n[53:11] Uh AI is a hallucinate. It's a\n\n[53:14] predictive model. Sorry, I said the\n\n[53:15] wrong word. So, if you don't give it\n\n[53:18] all the [ __ ] you can so that it's not\n\n[53:20] guessing, you're not winning as much as\n\n[53:23] you can. You don't want it to be\n\n[53:24] guessing. You want it to just follow the\n\n[53:26] SOP, so to speak, right? So, like on our\n\n[53:29] mastermind call when Matt Diggity shared\n\n[53:31] that post, I grabbed it. I downloaded\n\n[53:34] the documents. I put it in claw project.\n\n[53:36] I started and then I got a next\n\n[53:38] mastermind call. I showed it with them\n\n[53:40] and they've been all\n\n[53:41] diggity. You know that diggity thing. It\n\n[53:43] was only on Twitter. He didn't put it on\n\n[53:45] Facebook and I found it and I was like\n\n[53:48] Mike\n\n[53:48] I showed you.\n\n[53:49] I showed it. OH, HERE WE GO. HERE WE GO.\n\n[53:58] Diggity had a helpful Degity released a\n\n[54:01] helpful content thing. it basically. So\n\n[54:03] this it it opened the eyes. The reason\n\n[54:05] it was so important is you didn't\n\n[54:07] realize you could just take a freaking\n\n[54:09] PDF and use it as a guide. We didn't\n\n[54:12] even think of that. And\n\n[54:14] the the search quality guide and the um\n\n[54:17] Oh man, I closed I closed out of it.\n\n[54:19] It's\n\n[54:20] you know the Claude code where he\n\n[54:22] uploaded the files to the projects. You\n\n[54:24] can put anything you want there. Matt\n\n[54:27] Diggities guy. How about all the Google\n\n[54:29] patents?\n\n[54:30] Yeah, you can do that. You understand\n\n[54:32] what I mean?\n\n[54:32] Any any freaking PDF, just take a PDF\n\n[54:35] and that is now like\n\n[54:37] start talking to Claude about it.\n\n[54:39] It's not\n\n[54:40] it's that freaking simple.\n\n[54:41] Even you were doing that with chat GPTs.\n\n[54:44] The whole thing is right the same thing\n\n[54:46] you were doing with chat GPT. Feed it\n\n[54:48] what you want, you know, make a custom\n\n[54:49] GP.\n\n[54:50] So you can have a conversation about\n\n[54:51] same thing. Yeah. So Sean's document's\n\n[54:54] 200 pages.\n\n[54:57] You can put that in. Now, I don't I\n\n[54:59] don't really recommend 200 pages using\n\n[55:01] that as like a thing. There's\n\n[55:03] talking just about getting a summary of\n\n[55:05] Yeah. No, you treat it. Basically, what\n\n[55:07] you're doing is you're turning the PDF\n\n[55:09] into a chatbot\n\n[55:12] because it's in a project. So, that's\n\n[55:14] why when we're adding all these\n\n[55:16] Yeah. So that's why when we're adding\n\n[55:18] these other files,\n\n[55:20] it basically cloud's becoming our\n\n[55:22] chatbot that it's it's we're chatting\n\n[55:24] with it and saying, \"Hey, I want to do\n\n[55:26] this, but why don't you look over here\n\n[55:28] at this thing and please look over here\n\n[55:30] at my site map and please look over at\n\n[55:32] that and oh, here's a Google quality\n\n[55:34] raers guide. Can you do something with\n\n[55:36] that?\" And kind of like when you spit\n\n[55:37] this content out, can you look at all\n\n[55:39] this stuff and you know, make something\n\n[55:41] for me? And it's really that simple.\n\n[55:43] just you load [ __ ] up and it spits it\n\n[55:46] out and the content is unique because\n\n[55:48] the client gave it to you. Um and then\n\n[55:51] you can just keep on enhancing it and\n\n[55:53] making it more unique and more unique.\n\n[55:55] Absolutely.\n\n[55:55] And it it just it's a game changer for\n\n[55:57] your SEO because that's what Google's\n\n[55:59] looking for.\n\n[56:01] Oh. Um,\n\n[56:02] while he pulls that up, if you interview\n\n[56:04] your client\n\n[56:05] and get their words, their company\n\n[56:08] culture, right? Like we talked about\n\n[56:10] last night with Notebook LLM. Same play,\n\n[56:12] different tool, bro. Upload that [ __ ] in\n\n[56:14] there, right? Make the instructions a\n\n[56:17] nice prompt like, \"Hey, your attorney\n\n[56:20] blah blah blah blah. You are going to\n\n[56:21] write content blah blah blah blah.\" You\n\n[56:23] know, follow the guidelines I'm\n\n[56:24] uploading. Google helpful\n\n[56:28] uh content\n\n[56:31] guidelines.\n\n[56:32] You looking for the PDFs?\n\n[56:34] Yeah. So, there's a PDF out there.\n\n[56:35] I'll drop it in the back for everybody.\n\n[56:37] Okay. So, there's the Google helpful\n\n[56:39] content guidelines and the search\n\n[56:42] quality evaluator guidelines. Literally,\n\n[56:45] it it is freaking nuts. You take those\n\n[56:48] two PDFs and you run your you can put in\n\n[56:51] your site or you run it you tell it to\n\n[56:53] use that as a help you write the content\n\n[56:55] dude your content changes like that's\n\n[56:58] how I knew about the tables and the\n\n[56:59] listicles all because that I mean it was\n\n[57:01] really like low-key at that time but the\n\n[57:04] second you ran it through that it put\n\n[57:06] that content instantly in tables and\n\n[57:09] bullet points and numbered list all that\n\n[57:11] [ __ ] instantly happened by just putting\n\n[57:13] those two stupid PDFs in it kicked out\n\n[57:16] content that is exactly what everybody's\n\n[57:18] talking about right now from the just\n\n[57:20] those two.\n\n[57:22] Yes. Google helpful content guideline\n\n[57:25] and search quality evaluator guidelines.\n\n[57:29] Okay.\n\n[57:30] And it's a 200page document that I don't\n\n[57:32] want.\n\n[57:32] Now there is a way to handle that.\n\n[57:34] I just say if this is true assume this\n\n[57:37] is true what ex how should this change\n\n[57:39] the way I execute SEO? Right. Right.\n\n[57:42] Shrink that thing down.\n\n[57:43] Yeah. There is. Yeah, there's a couple\n\n[57:46] ways. There's to do that. Then there's\n\n[57:48] things that are specialized. There's\n\n[57:50] specialized plugins for 200 like long\n\n[57:52] PDFs where where they are are meant for\n\n[57:56] structured data markup of long\n\n[57:58] documents. You can run it through it's\n\n[58:00] called Llama PDF or Llama something.\n\n[58:02] Yeah. And and so that's what I ran it\n\n[58:05] through. I ran that 200 thing and it\n\n[58:07] spit out a whole bunch of information\n\n[58:09] that made it easier to use. And if you\n\n[58:11] dissect it because I'm not going to read\n\n[58:12] 200 pages.\n\n[58:14] from that guy from the other.\n\n[58:16] Yeah, it's almost like there when you\n\n[58:18] get stuff like that, you guys. Um, so I\n\n[58:20] guess you could run it through notebook\n\n[58:22] LLM, but there's there's there's\n\n[58:25] specific um LLMs for long PDFs that spit\n\n[58:30] out the information a little bit better\n\n[58:32] and easier. They're structured for that\n\n[58:33] type of situation.\n\n[58:34] But to your point, you said projects,\n\n[58:37] he's got a table of contents. So you\n\n[58:39] could just take a section, drop it in,\n\n[58:41] say, \"Make me a project to use with my\n\n[58:43] clients with this. How will this apply?\n\n[58:45] Can you add to the voice of the client?\"\n\n[58:47] Bam. That's project one.\n\n[58:49] Yeah. Yeah. Yeah.\n\n[58:51] Absolutely.\n\n[58:51] So there there is\n\n[58:53] I'm going to drop I'm gonna leave I'm\n\n[58:55] going to give you one final if I can\n\n[58:56] find it. Let me I'm gonna try and find\n\n[58:59] my uh personality. Let me\n\n[59:02] I've been looking for mine.\n\n[59:04] Yeah.\n\n[59:06] What is it you're trying to get to\n\n[59:08] online as well?\n\n[59:08] Okay, so I'm gonna I'm gonna So my\n\n[59:11] Claude acts drastically different than\n\n[59:14] most other people's clouds. Yours acts\n\n[59:16] like mine. I'm pretty sure. When you ask\n\n[59:17] claw a question like yours?\n\n[59:19] Well, we've talked about this before,\n\n[59:22] but when you ask Claude something, what\n\n[59:24] does what happens? It asks you a bunch\n\n[59:26] of questions.\n\n[59:28] When I ask Claude something?\n\n[59:29] Yes. Does it come back with you with a\n\n[59:31] bunch of questions?\n\n[59:32] That phase is kind of over. It was going\n\n[59:34] through all that a lot, but yes.\n\n[59:35] Okay. So, all\n\n[59:37] update some [ __ ]\n\n[59:38] So, I added ask clarifying questions to\n\n[59:41] make sure that you understand what I'm\n\n[59:43] asking for. So, there will be no\n\n[59:45] assumptions prior to response. Think\n\n[59:47] carefully and please consider best\n\n[59:49] practices. Now, this is where you can go\n\n[59:51] off the rails. I said when writing uh\n\n[59:54] code, because I code a lot, uh SEO or\n\n[59:56] content, only perform actions based on\n\n[59:58] tasks requested. It drastically changes\n\n**[01:00:01]** the way my cloud works because have\n\n**[01:00:03]** that. You have that in your claw MD\n\n**[01:00:04]** file, right?\n\n**[01:00:05]** No, I have that in my personality.\n\n**[01:00:06]** Your person Oh, you mean on the Okay,\n\n**[01:00:08]** got it.\n\n**[01:00:09]** Yeah. So, on my profile, I have that and\n\n**[01:00:12]** I did it to um our employees also. Their\n\n**[01:00:14]** Claude instances have that also. So,\n\n**[01:00:17]** what happens is is when you're prompting\n\n**[01:00:18]** Claude every time it it is freaking\n\n**[01:00:20]** annoying. uh it asks you a whole bunch\n\n**[01:00:23]** of questions, but it turns out it's it's\n\n**[01:00:26]** a saving grace because you didn't even\n\n**[01:00:28]** think about this or that and your\n\n**[01:00:30]** content just became better, more\n\n**[01:00:32]** unique.\n\n**[01:00:35]** Uh\n\n**[01:00:37]** exact because I'm doing what you said at\n\n**[01:00:39]** the beginning of it. The only thing that\n\n**[01:00:40]** I have that's different at the end of it\n\n**[01:00:42]** is in order to execute the task with a\n\n**[01:00:45]** 95% success rate.\n\n**[01:00:47]** Yeah, that's good. I like that.\n\n**[01:00:51]** So, we talked about I need to have a to\n\n**[01:00:54]** get this on the recording or\n\n**[01:00:56]** I think so.\n\n**[01:00:57]** Yes.\n\n**[01:00:59]** You're my partner in crime. Anyways, you\n\n**[01:01:01]** want to hop up here?\n\n**[01:01:02]** In fact, we should just wrap this up\n\n**[01:01:03]** into panel.\n\n**[01:01:05]** Oh, okay.\n\n**[01:01:12]** You got something better than the llama?\n\n**[01:01:13]** Because that thing was pain in the butt.\n\n**[01:01:16]** It was awful.\n\n**[01:01:23]** Just stand behind the\n\n**[01:01:26]** This is for sound.\n\n**[01:01:27]** That's for the recording.\n\n**[01:01:28]** So, I hold them both.\n\n**[01:01:29]** Yes.\n\n**[01:01:30]** Oh, okay. All righty. So, with with PDF\n\n**[01:01:34]** files, what they're trying to do is\n\n**[01:01:36]** basically OCR. What all the LLMs are\n\n**[01:01:39]** trying to read. Basically, it's OCR.\n\n**[01:01:41]** They might get it wrong. It's not 100%.\n\n**[01:01:44]** So what I did and I didn't come up with\n\n**[01:01:46]** this I found it or come across wasn't\n\n**[01:01:49]** Twitter somewhere else I don't know\n\n**[01:01:50]** where but if you take your PDF file and\n\n**[01:01:54]** upload it to your choice of wherever\n\n**[01:01:56]** chat GPT or whoever have it turn it into\n\n**[01:01:59]** a MD file so it's a text file right it\n\n**[01:02:03]** will shrink it down from 200 whatever\n\n**[01:02:05]** megabytes to a couple of K maybe 50k\n\n**[01:02:09]** 100k so do that and then upload that\n\n**[01:02:12]** because an MD file is a heck of a lot\n\n**[01:02:14]** easier to read by an LLM than a than a\n\n**[01:02:17]** PDF file. So that's your one minute tip\n\n**[01:02:20]** for big PDFs. You can also say, \"Hey,\n\n**[01:02:23]** I'm my my client is a plumber. Only\n\n**[01:02:27]** extract stuff from this PDF which is\n\n**[01:02:29]** plumbing related.\" So if it's not YM L,\n\n**[01:02:33]** then you can do that. So cool.\n\n**[01:02:36]** Yeah. Yep.\n\n**[01:02:38]** You want to though you're not You\n\n" }, { "filename": "SEO_Rockstars_2026_Day_1_-_Ted_Kubaitis", "title": "SEO Rockstars 2026: Day 1 - Ted Kubaitis", "video_url": "https://www.youtube.com/watch?v=DY1o8U0vW9s", "transcript": "[00:04] Hello everyone. I'm uh not seeing what\n\n[00:08] you see. So hopefully uh somebody let me\n\n[00:12] know if you're seeing my camera view. Do\n\n[00:14] you see a person?\n\n[00:17] Yeah.\n\n[00:18] Okay. Perfect. Perfect. All right. So I\n\n[00:21] I want to start by talking about what\n\n[00:25] Dan just shared. I I feel what he\n\n[00:28] dropped there was uh so cool and so next\n\n[00:33] level. I have an ecom background and let\n\n[00:37] let me put the uh the actual scale of\n\n[00:43] the nugget drop into perspective.\n\n[00:46] Um,\n\n[00:48] I had uh bought a house in Gig Harbor\n\n[00:53] and it cost, you know, between four and\n\n[00:56] $500,000\n\n[00:58] and I rented it out for $3500\n\n[01:03] a month and and months are, you know,\n\n[01:08] uh, four or five weeks.\n\n[01:11] So Dan in one to two weeks and I bet the\n\n[01:16] first week uh it wasn't really running,\n\n[01:19] you know, optimally. So he probably got\n\n[01:22] that $800 in a week.\n\n[01:26] So he basically got the rental income\n\n[01:30] from a premium property\n\n[01:34] without having to buy a house.\n\n[01:37] All right. So that's that's the scale of\n\n[01:41] what he showed you.\n\n[01:43] Now once you build that,\n\n[01:48] how hard is it to make five more?\n\n[01:53] [clears throat] All right. So the first\n\n[01:55] one's hard, but I bet I bet Dan could\n\n[01:59] cookie cutter those. He could make one\n\n[02:02] for cosmetics, one for trampolines, one\n\n[02:06] for gaming computers.\n\n[02:10] I mean, holy cow. Uh that that is\n\n[02:15] potentially\n\n[02:17] like a uh it's like a real estate bubble\n\n[02:20] but without the upfront cost and\n\n[02:22] lending.\n\n[02:25] Um so yeah, kudos to Dan for sharing\n\n[02:29] that. Man, my mind is blown.\n\n[02:33] All right. So, I just wanted to say that\n\n[02:36] because what he dropped there, normally\n\n[02:39] people don't share methods like that.\n\n[02:42] They sell them. All right.\n\n[02:44] Oh, yeah.\n\n[02:46] Uh, so yeah. Uh, def definitely uh right\n\n[02:51] now best in show dance presentation. I\n\n[02:54] haven't seen everybody else yet, but\n\n[02:57] that's a tall order.\n\n[03:00] All right. So,\n\n[03:03] I also want to apologize. I really\n\n[03:06] wanted to be there in person. Uh, but\n\n[03:09] life happened. And so, I'm very sorry\n\n[03:12] about that. If you came to network with\n\n[03:15] me, just reach out to me later. We can,\n\n[03:19] uh, book a session and and talk about\n\n[03:22] what's going on with you. Uh my contact\n\n[03:25] page at SEO Tool Lab has a schedule a\n\n[03:28] meeting option and I'll I'll open that\n\n[03:32] to all attendees. If you came there to\n\n[03:35] talk to me about a problem, uh just book\n\n[03:38] a meeting, we'll talk about it. Okay.\n\n[03:41] Uh so I don't want to cheat you out of\n\n[03:43] that.\n\n[03:46] Thank you, Ted.\n\n[03:48] All right. So, now I'm [clears throat]\n\n[03:51] uh going to show a a slide deck here,\n\n[03:55] and it's more wordy than my usual slide\n\n[03:58] deck. Uh but just know uh the words on\n\n[04:02] it don't matter. They're just notes for\n\n[04:05] me. Uh what I really want to do is guide\n\n[04:08] you through what I consider the most\n\n[04:13] terrifying story in SEO.\n\n[04:17] and it's happening right now. And I've\n\n[04:21] never felt more alone. Like there's so\n\n[04:24] much uh you know there there's just so\n\n[04:29] many people that you know look at me\n\n[04:31] with confusion.\n\n[04:33] So I'm going to try to show you what I\n\n[04:36] I'm seeing,\n\n[04:38] but I'm also going to tell you what to\n\n[04:40] do. And it's not the end of the world.\n\n[04:43] So, as much as I scare you in the\n\n[04:46] beginning, don't fall for it. It's not\n\n[04:48] that bad.\n\n[04:50] All right.\n\n[04:52] So, let's see. I will\n\n[04:56] share my presentation again.\n\n[05:02] All right. So, let's tell a story.\n\n[05:08] So January 15,\n\n[05:12] 2025,\n\n[05:14] Google requires JavaScript to view a\n\n[05:18] search results.\n\n[05:20] Uh this was the kickoff\n\n[05:24] of Google's move to AI and the the\n\n[05:30] changing of the game. Um, and this was\n\n[05:35] just unsettling to me that they did\n\n[05:38] this. And\n\n[05:42] I started looking around in their source\n\n[05:45] code\n\n[05:47] uh and and I noticed they were also now\n\n[05:51] uh tracking for headless Chrome.\n\n[05:55] [snorts]\n\n[05:55] So when Google required JavaScript to\n\n[05:59] view uh the search results,\n\n[06:02] every SEO tool that wasn't already\n\n[06:07] rendering the page broke instantly. Uh\n\n[06:12] that was largely rank trackers, but it\n\n[06:14] was a number of other tools as well.\n\n[06:18] And then all of these SEO tool\n\n[06:21] providers,\n\n[06:23] they all switch to APIs that use\n\n[06:26] headless Chrome or they started directly\n\n[06:29] embedding headless Chrome or they were\n\n[06:32] already built to use headless Chrome.\n\n[06:35] But it all came together on the exact\n\n[06:39] same day. the entire industry\n\n[06:43] without collaboration or communication.\n\n[06:47] Everybody made this change on the same\n\n[06:51] day.\n\n[06:53] And I think Google knew.\n\n[06:56] All right. And so this is from a uh\n\n[07:00] desktop search. You don't have to\n\n[07:02] understand the mumbo jumbo. just that\n\n[07:05] they are flagging anybody using headless\n\n[07:10] Chrome on the server. They know it's\n\n[07:13] headless Chrome.\n\n[07:16] All right. Wow.\n\n[07:17] And thank thank goodness thank goodness\n\n[07:22] that this isn't happening in local SEO,\n\n[07:28] but it is.\n\n[07:31] Uh so yeah it's happening on on normal\n\n[07:35] search it's happening in maps.\n\n[07:38] All right.\n\n[07:40] So there are some implications to this\n\n[07:46] in that uh\n\n[07:49] [clears throat]\n\n[07:50] we have to start thinking about the\n\n[07:53] context that Google is trying to handle\n\n[07:57] the context they like and the context\n\n[08:00] they don't. And so as of early 2026,\n\n[08:05] over 60% of all internet traffic comes\n\n[08:11] from mobile. All right? And Google is\n\n[08:15] capturing around 95%\n\n[08:18] of that 60%.\n\n[08:21] All right? That's that's a lot. That's\n\n[08:24] why Google is big on mobile. All right.\n\n[08:29] In 2016, their CEO\n\n[08:34] told the world that in mobile, typically\n\n[08:38] all users are logged in.\n\n[08:43] All right.\n\n[08:45] if you're starting to feel uneasy about\n\n[08:48] the state of the world. Yeah. Like I was\n\n[08:51] in the same place and and I was\n\n[08:54] thinking, you know, I don't quite get it\n\n[08:56] yet, but this does not feel good.\n\n[09:00] All right.\n\n[09:01] And so getting a little more nerdy here.\n\n[09:05] Google's OOTH. So that's the login with\n\n[09:08] Google. If you've ever gone to websites\n\n[09:10] and apps and it said sign in with\n\n[09:13] Google, that's what OOTH is.\n\n[09:16] And 72%\n\n[09:19] of all internet users worldwide as of\n\n[09:25] 2019\n\n[09:27] have a Google account, making OOTH one\n\n[09:30] of the most compelling choices\n\n[09:34] uh Google's offering.\n\n[09:37] All right. And that's that's adoption\n\n[09:39] rate has probably gone up since 2019.\n\n[09:47] All right. So everybody's logging in.\n\n[09:49] Let's let's think about how you and I\n\n[09:53] operate. All right. So on behalf of our\n\n[09:57] clients,\n\n[09:58] let's kind of think about that. So I\n\n[10:01] will open up an incognito window.\n\n[10:06] All right. And I will search my client's\n\n[10:11] keywords from an anonymous context.\n\n[10:16] All right. Now, is is that what human\n\n[10:19] beings do? No. Human beings are logged\n\n[10:23] in Google users.\n\n[10:25] They're not anonymous incognito.\n\n[10:30] All right. Very, very different. Um,\n\n[10:34] let's think about what we do when we go\n\n[10:37] shopping. All right, we don't incognito.\n\n[10:41] Uh, we owe off all over the place. We\n\n[10:45] log in with Google everywhere and we're\n\n[10:48] using our logged in user when we engage\n\n[10:52] the internet.\n\n[10:56] All right. So, there are these two\n\n[10:58] paths. there's this, you know, let's\n\n[11:01] pretend we're in the anonymous public,\n\n[11:05] but the public isn't anonymous anymore.\n\n[11:09] [clears throat]\n\n[11:10] All right.\n\n[11:12] So, September\n\n[11:14] 2025,\n\n[11:16] Google announced hiring for antiscraping\n\n[11:21] engineers.\n\n[11:23] They're coming after SEO tool developers\n\n[11:28] and uh you know probably the reason\n\n[11:31] isn't that they hate SEO and they want\n\n[11:33] to kill us. They they probably don't\n\n[11:35] give a crap about us except the fact\n\n[11:38] that we incur a cost on them. And the\n\n[11:42] cost that we incur by scraping the\n\n[11:45] search results has gone sharply up since\n\n[11:49] they've added very expensive AI features\n\n[11:54] to those result pages.\n\n[11:57] So Google is basically choking on the\n\n[12:02] operating cost of what all of our tools\n\n[12:05] are doing to them. And so that's\n\n[12:07] probably why they're hiring these\n\n[12:09] anti-scraping engineers is they're like,\n\n[12:12] \"We got to stop these guys. They're\n\n[12:15] costing us too much.\" But it's not, \"We\n\n[12:18] got to stop these guys because we hate\n\n[12:20] SEO.\" That might be the case, but it's\n\n[12:23] more likely they just have operating\n\n[12:25] costs they want to minimize, but it's\n\n[12:28] happening. So we have\n\n[12:31] uh roles at Google that are for the\n\n[12:36] specific purpose stopping SEO tools.\n\n[12:42] And you know that's that's amazing.\n\n[12:45] That's not a friendly action towards our\n\n[12:48] industry. So if you think Google uh\n\n[12:51] likes you because you're a good person\n\n[12:54] or something, this isn't Google saying\n\n[12:57] they like you.\n\n[12:59] Um, so just keep that in mind.\n\n[13:01] Understand your relationship with Google\n\n[13:05] if you're making tools because this\n\n[13:07] right here is your actual relationship\n\n[13:10] with Google.\n\n[13:14] All right.\n\n[13:16] Then uh in September 2025,\n\n[13:20] Google took away the numbum equals 100\n\n[13:25] support.\n\n[13:27] You know, it seems like this is like\n\n[13:28] this this plan that they devised and\n\n[13:31] they're rolling it out in phases\n\n[13:34] and it it was quietly disabled\n\n[13:38] by them. They didn't announce it or or\n\n[13:41] anything, but the world noticed in a\n\n[13:44] heartbeat because rank trackers\n\n[13:47] everywhere blew up. All the stats in\n\n[13:51] search console were wrong. And so it\n\n[13:55] hardly went unnoticed,\n\n[13:58] but it was definitely not announced.\n\n[14:02] And there are implications to to that.\n\n[14:06] You know, it broke the tools everywhere.\n\n[14:08] But now getting a hundred uh search\n\n[14:11] results per [snorts] keyword\n\n[14:15] takes 10 times of the request to Google\n\n[14:18] because you have to pageionate.\n\n[14:21] And because of that, you're using up\n\n[14:24] more resources. You're using more API\n\n[14:28] calls. Those API calls are expensive and\n\n[14:31] it's all a lot slower.\n\n[14:34] And so that's a huge hit to us.\n\n[14:39] All right.\n\n[14:43] But this should hurt Google, too, right?\n\n[14:45] because Google made a change that\n\n[14:48] requires us to 10x all of the requests\n\n[14:52] we're making to Google. Isn't that like\n\n[14:55] shooting yourself in the foot?\n\n[14:59] You know, but here's the thing. Here's\n\n[15:01] where we start to see how this could be\n\n[15:05] working in their favor and not to their\n\n[15:07] detriment.\n\n[15:09] What if the headless Chrome requests the\n\n[15:13] tools are making\n\n[15:16] go to one place\n\n[15:18] and all the Google logged in users that\n\n[15:21] are human beings go to another\n\n[15:27] they're cloaking.\n\n[15:28] All right. Yeah, it's starting to sound\n\n[15:31] black hat. [clears throat]\n\n[15:33] Yep.\n\n[15:34] All right.\n\n[15:36] So this year's most important question\n\n[15:40] is the headless Chrome SEO contest\n\n[15:45] that rank trackers and SEO tools are are\n\n[15:49] playing in. Is that the same contest as\n\n[15:53] the logged in Google users?\n\n[15:57] And I've I've been trying to figure this\n\n[15:59] out and figure out the implications. And\n\n[16:02] it's such a massive problem to unpack.\n\n[16:06] So my analysis I I would describe as\n\n[16:11] weak as hell right now. It's it's not\n\n[16:15] enough.\n\n[16:17] But everything I've seen in my weak as\n\n[16:20] hell analysis says no, they're not the\n\n[16:24] same contest.\n\n[16:26] mobile users, human traffic are seeing\n\n[16:31] different opportunities\n\n[16:34] than what the SEO tools are presenting.\n\n[16:39] And it's not it's not in all cases there\n\n[16:43] there are definitely\n\n[16:46] you know a noteworthy percentage where\n\n[16:49] they're the same but it's definitely\n\n[16:52] most cases there is a substantial\n\n[16:56] difference between the two contexts and\n\n[17:00] it tends to be the the higher the volume\n\n[17:04] the higher the competition the higher\n\n[17:06] the CPC the more likely\n\n[17:10] uh the the two views are going to\n\n[17:14] diverge\n\n[17:16] but\n\n[17:17] uh you know it's not all bad news in\n\n[17:20] that case. So SEO is not dead you know\n\n[17:24] that that's the that's the good news. Uh\n\n[17:29] almost nothing has changed in the\n\n[17:32] ranking algorithm.\n\n[17:34] Everything that worked two, three years\n\n[17:37] ago still works now. The same methods\n\n[17:40] all work. Uh the rhinoplasty plano games\n\n[17:45] still ranking number one. Nothing but\n\n[17:48] schema from Clint and Terry Samuels\n\n[17:51] still number one. Uh AI, as far as I can\n\n[17:56] tell, made SEO easier for everyone.\n\n[18:01] So, you know, that's the good news.\n\n[18:06] But do your rankings impact traffic?\n\n[18:12] Yeah, they still do. But does number one\n\n[18:16] get the same traffic it used to get? No,\n\n[18:20] not even close, except in a minority of\n\n[18:23] cases.\n\n[18:25] Will clients see the rankings I'm\n\n[18:28] reporting?\n\n[18:30] probably not.\n\n[18:33] All right. And so there's problems with\n\n[18:36] this in that we have to measure and\n\n[18:40] operate differently\n\n[18:42] as SEOs. You can't just report on\n\n[18:46] rankings anymore. It's it's different.\n\n[18:52] And so we have to understand where did\n\n[18:55] all the traffic go. So number one isn't\n\n[18:58] what it used to be. Where'd it go? And\n\n[19:02] it didn't move. The traffic is still\n\n[19:05] where it's always been. It's above the\n\n[19:09] fold.\n\n[19:13] All right. The problem is our rankings\n\n[19:17] aren't all right. And so back in the\n\n[19:21] day,\n\n[19:23] back in the day, we used to view search\n\n[19:27] as 10 blue links. So page one, page two.\n\n[19:32] 10 blue links, page one. You'd\n\n[19:34] pageionate 10 blue links, page two.\n\n[19:39] All right? But that's not how it is\n\n[19:42] anymore\n\n[19:44] cuz now you go to page one. All right?\n\n[19:48] and it's not 10 blue links, it's eight\n\n[19:51] or or six or you know a different\n\n[19:54] number. And then they have uh sponsored\n\n[19:59] ads, they have business listings, they\n\n[20:03] have the local pack, they have the AI\n\n[20:06] overview,\n\n[20:07] uh you know, they have all this stuff\n\n[20:10] above the organic.\n\n[20:13] So you might have to actually\n\n[20:16] uh page down or scroll down multiple\n\n[20:21] times\n\n[20:23] to get those top three organic spots\n\n[20:26] visible in the viewport.\n\n[20:28] So what used to be page one page two\n\n[20:33] pageionation events is now uh needing to\n\n[20:37] be measured in user interactions. So\n\n[20:41] page down or scroll down events and\n\n[20:44] pageionation events.\n\n[20:48] So if you're top of page two, that might\n\n[20:52] be scroll, scroll, scroll, pageionate.\n\n[20:57] That's equivalent to like four\n\n[20:59] pageenations in the early day. That's\n\n[21:02] effectively page four.\n\n[21:06] So, they're burying us behind user\n\n[21:09] interactions to be seen. And this is\n\n[21:12] happening in AI mode, too, because\n\n[21:15] you'll you'll note when you go to AI\n\n[21:17] mode, they only show you three of the\n\n[21:20] citations.\n\n[21:23] You have to scroll to see everybody\n\n[21:27] else. If you're below the fold in the\n\n[21:30] citations, you might as well not even be\n\n[21:33] cited there.\n\n[21:36] I mean, almost nobody is ever going to\n\n[21:38] do that.\n\n[21:41] And all those people, Google's using\n\n[21:43] your content and they're not even\n\n[21:45] willing to show your link.\n\n[21:49] That's bad.\n\n[21:51] And so yeah, we have to stop thinking\n\n[21:54] about pageionation events and start\n\n[21:58] thinking about\n\n[21:59] how many user interactions\n\n[22:03] does it take to see my search result.\n\n[22:06] And you need to measure those. And I\n\n[22:09] like to use not not page events, page\n\n[22:13] one, page two, but page down events. So,\n\n[22:17] how many times do you have to hit page\n\n[22:19] down to see it? And how many times do\n\n[22:22] you have to pageionate?\n\n[22:24] And and that's a more useful number.\n\n[22:28] Um and because of this you have to find\n\n[22:32] out what opportunities\n\n[22:34] appear above the fold\n\n[22:38] not for headless Chrome but for logged\n\n[22:41] in human beings\n\n[22:43] because those opportunities that are\n\n[22:46] above the fold whether it's Google ads\n\n[22:49] or YouTube videos or the local pack or\n\n[22:52] the AI overview or the forums and\n\n[22:55] discussions\n\n[22:57] those are the things that will often be\n\n[23:00] above the fold that you can get into\n\n[23:04] and that's where the traffic is. So for\n\n[23:07] your whole list of keywords, you need to\n\n[23:09] know what opportunities\n\n[23:12] you can go after to get in front of the\n\n[23:15] traffic.\n\n[23:18] Now most SEOs are out there and they are\n\n[23:22] uh just running a list. They they got a\n\n[23:24] list of keywords based on CPC and search\n\n[23:28] volume and they're just SEOing the whole\n\n[23:31] list, not realizing that probably half\n\n[23:34] of that list, at least of the important\n\n[23:37] keywords for logged in users are going\n\n[23:40] to show four or five pay-per-click ads.\n\n[23:44] There is no organic above the full page\n\n[23:48] one experience.\n\n[23:50] And so for those keywords, if you're\n\n[23:53] SEOing those,\n\n[23:55] you know, you you're probably gonna\n\n[23:57] fight long and hard and deliver no\n\n[24:00] value.\n\n[24:02] But you could buy a pay-per-click\n\n[24:04] campaign for that set of keywords,\n\n[24:08] get immediate traffic for the customer.\n\n[24:11] But then if you see forums and\n\n[24:13] discussions above the fold, then you can\n\n[24:16] go to Reddit and start sculpting how\n\n[24:20] your brand and your brand's keywords are\n\n[24:23] appearing in Reddit and that can get\n\n[24:25] above the fold. You can get indirect\n\n[24:29] representation.\n\n[24:31] You might have to go to Merchant Center\n\n[24:33] and tune the feed and get their products\n\n[24:37] above the fold. And so this concept of\n\n[24:40] SEO, you know, it's always been multi-\n\n[24:43] channelannel, but now you kind of have\n\n[24:46] to be multi- channelannel.\n\n[24:49] So, you know, if if you're not taking on\n\n[24:52] these opportunities that are above the\n\n[24:55] fold, you're basically not delivering\n\n[24:58] value.\n\n[25:01] You can't just apply SEO to every\n\n[25:04] keyword situation anymore. You have to\n\n[25:07] actually triage these things.\n\n[25:12] All right.\n\n[25:14] So again, what to do? Some keywords only\n\n[25:19] have ads above the fold. You know, maybe\n\n[25:24] let the ad campaign handle those ones.\n\n[25:27] So, we're putting keywords. We're\n\n[25:29] looking at what opportunities are above\n\n[25:32] the fold on page one and we're putting\n\n[25:35] them into buckets. Now, you know, some\n\n[25:38] keywords still are great SEO\n\n[25:41] opportunities,\n\n[25:43] but you have to find them. There are\n\n[25:45] keywords where you get 10 blue links and\n\n[25:49] five of them are above the full,\n\n[25:52] but it's not your whole list. That whole\n\n[25:55] list you've been working on all year is\n\n[25:57] not that, but that's how we all kind of\n\n[26:01] see them in our head because that's how\n\n[26:02] it used to be 10 years ago.\n\n[26:07] A lot of the keywords uh you might SEO\n\n[26:11] might might never bring value even in\n\n[26:14] the top three.\n\n[26:17] And so you have to weigh, you know, how\n\n[26:20] difficult it is to get top three. Where\n\n[26:23] does top three actually show up on page\n\n[26:27] one? Uh how much traffic does the\n\n[26:30] keyword get? What is the uh value of a\n\n[26:35] customer from that traffic for your\n\n[26:38] customer? There there's a lot you have\n\n[26:41] to look at to figure out if that keyword\n\n[26:45] is actually an opportunity or a complete\n\n[26:47] waste of time.\n\n[26:50] And so SEOing the whole list, you know,\n\n[26:54] for some people, half their list is\n\n[26:56] going to be a waste of time if all\n\n[26:58] they're doing is organic SEO.\n\n[27:03] And that's that's dangerous. That's what\n\n[27:05] gets you fired is you have an expensive\n\n[27:09] service that delivers no value\n\n[27:13] and it takes you a long time to do it.\n\n[27:16] So, you know, you might want to start\n\n[27:19] looking at your keywords because it's\n\n[27:22] not that Google's changing the\n\n[27:24] algorithm. The algorithm didn't change.\n\n[27:28] The the greatest trick Google has ever\n\n[27:31] pulled on the SEO industry is they\n\n[27:35] changed the opportunity.\n\n[27:38] All right, the opportunities are\n\n[27:40] different. We're all thinking, \"Damn,\n\n[27:43] we're killing it. I'm ranking number\n\n[27:45] three. I'm ranking number one.\" But what\n\n[27:49] does that even mean now?\n\n[27:53] You think you're killing it and Google\n\n[27:56] just got very quiet about SEO. They\n\n[28:00] dialed down their rhetoric about SEO.\n\n[28:03] They've, you know, they talk about a lot\n\n[28:05] of things they're doing, but they don't\n\n[28:07] talk about SEO the same way they used to\n\n[28:11] like two years ago\n\n[28:14] because they know they already won\n\n[28:17] [clears throat]\n\n[28:19] this current round of the arms race and\n\n[28:22] they're saying, \"Hey, let's not draw\n\n[28:23] attention to it. The SEOs think they're\n\n[28:26] killing it with their top three rankings\n\n[28:29] everywhere.\n\n[28:31] let them think they're winning.\n\n[28:36] All right. So, that's that's probably\n\n[28:38] why they've gone so quiet and they're\n\n[28:40] doubling down on hiring, you know,\n\n[28:44] antiscraping engineers.\n\n[28:48] And so, you really need to look at the\n\n[28:50] opportunities because that's where the\n\n[28:52] game is changing. triaging those\n\n[28:55] keywords upfront and figuring out where\n\n[28:58] the opportunities are and are they worth\n\n[29:01] going after because if you deliver value\n\n[29:05] to the clients they are going to love\n\n[29:07] you but if you blindly deliver work that\n\n[29:12] doesn't turn into money\n\n[29:14] I mean that's a disaster waiting to\n\n[29:16] happen\n\n[29:18] and that's why that triage understanding\n\n[29:22] the opportunity is almost more important\n\n[29:26] than the FDO work itself, which frankly\n\n[29:30] because of AI has gotten easier.\n\n[29:37] All right,\n\n[29:39] so new tools and new tests are coming.\n\n[29:44] Can't tell you how often we've said it\n\n[29:47] and it's never landed. Like people all\n\n[29:49] nod and they're like, \"Yeah, okay.\" You\n\n[29:52] know, it pays to test. You know, let's\n\n[29:54] let's wait for Lee to tell us what to\n\n[29:57] do. [laughter]\n\n[29:59] You know, we all need to be testing\n\n[30:02] right now because it's all changing\n\n[30:04] right now.\n\n[30:06] All right. And there's never been a more\n\n[30:09] important time to know what the hell is\n\n[30:13] going on.\n\n[30:19] All right. So, in that light, I want to\n\n[30:22] show you a a few of the things I'm\n\n[30:26] starting to dabble with and to test and\n\n[30:29] things that I've seen.\n\n[30:32] All right.\n\n[30:35] So, this technical gobbledegook, don't\n\n[30:39] worry if you can't read it, but this is\n\n[30:42] from the headers, the response headers\n\n[30:45] coming from Google. And there's this\n\n[30:48] Xclient data one. And I will read uh the\n\n[30:54] the uh statement that uh Chrome had to\n\n[30:57] say about that one. It says uh active\n\n[31:02] Google visible variation IDs on this\n\n[31:06] client. These are reported for analysis\n\n[31:11] but do not directly affect any server\n\n[31:14] side behavior. And then they give a list\n\n[31:17] of ID numbers.\n\n[31:20] And then right below it, they have this\n\n[31:23] trigger uh variation list.\n\n[31:26] Active Google visible variation IDs on\n\n[31:31] this client that trigger serverside\n\n[31:35] behavior.\n\n[31:36] These are reported for analysis and\n\n[31:40] directly affecting serverside behavior.\n\n[31:45] All right. So, that's really technical.\n\n[31:47] We're all wondering, Ted, what the hell\n\n[31:49] are you talking about?\n\n[31:52] And chat GPT can actually explain a lot\n\n[31:56] of these things. Uh, so that example\n\n[32:00] explained,\n\n[32:02] my browser session with Google is\n\n[32:07] enrolled in 15 experiments.\n\n[32:10] Three of them actively influence server\n\n[32:14] side behavior.\n\n[32:17] [ __ ]\n\n[32:18] Yeah. Kind of crazy, right?\n\n[32:22] All right. So, so why does Google do\n\n[32:26] this? All right. They need to run\n\n[32:28] thousands of experiments safely. They\n\n[32:32] need to avoid exposing what those\n\n[32:35] experiments are. They don't even want us\n\n[32:37] to know the names. And that's why they\n\n[32:39] hide them by those numbers\n\n[32:42] and they change server behaviors but\n\n[32:46] without having to roll out new API\n\n[32:49] integrations with the client side. uh\n\n[32:52] the uh attribute\n\n[32:56] uh performance issues to specific\n\n[32:58] experiments. That one\n\n[33:01] uh\n\n[33:03] uh uh the attribute performance issues.\n\n[33:06] That one I'm you know I'm not so sure\n\n[33:08] about. That's kind of a logging thing\n\n[33:10] and it's like h well yeah okay I could\n\n[33:13] kind of see that uh gradually rolling\n\n[33:16] out new features.\n\n[33:19] All right. So, a while ago we were\n\n[33:23] talking, you know, years ago, we were\n\n[33:26] talking about detecting Google updates.\n\n[33:31] Now, we have a list of numbers of things\n\n[33:35] Google is doing that are changes. When\n\n[33:38] those numbers change,\n\n[33:41] that's an update to what you're seeing.\n\n[33:44] And now, let's think about our SEO\n\n[33:46] tools, okay? How many experiments\n\n[33:51] are our headless Chrome SEO tools\n\n[33:54] enrolled in that modify the results?\n\n[33:59] All right, so that's an apples and\n\n[34:01] oranges thing cuz what if your clients\n\n[34:04] aren't enrolled in the experiment?\n\n[34:09] All right, so now you have differences\n\n[34:11] of of what tools and clients see.\n\n[34:16] All right, here's where it starts to get\n\n[34:19] interesting. when you uh remove these\n\n[34:24] numbers. So if you uh created a system\n\n[34:28] where the server stripped that heading\n\n[34:31] that had all these numbers in it, you\n\n[34:34] will disable experiments which will\n\n[34:38] change the responses and could possibly\n\n[34:41] put you into fallback, you know, default\n\n[34:44] behavior.\n\n[34:46] Well, that's awesome because then you\n\n[34:49] can create a system\n\n[34:52] that will disable the numbers one at a\n\n[34:54] time and you can get the diff of the\n\n[34:59] before and after of the source code and\n\n[35:04] theoretically whatever changes from\n\n[35:07] removing that number should be what that\n\n[35:11] number is testing.\n\n[35:14] So you could potentially use HTML diffs\n\n[35:18] to convert those numbers into what\n\n[35:22] they're doing.\n\n[35:26] [clears throat]\n\n[35:26] Um and that that's amazing. And the\n\n[35:30] other thing is you know we would we\n\n[35:33] would want to know uh you know which\n\n[35:36] things are being rolled out. So when you\n\n[35:39] see that a number only appears in the US\n\n[35:43] or a number only appears abroad that\n\n[35:46] could be a roll out that you know\n\n[35:49] especially if that number is growing.\n\n[35:54] [clears throat and cough]\n\n[35:55] All right.\n\n[35:58] So [snorts] another thing I found in the\n\n[36:00] data this is a new one.\n\n[36:04] Uh, this one kind of blew my mind that\n\n[36:08] it's in there\n\n[36:10] because what Google typically doesn't\n\n[36:12] want you to know\n\n[36:15] is how well you're doing.\n\n[36:18] All right? It's the reason they took\n\n[36:21] away page rank uh from the Google\n\n[36:24] toolbar. They don't want you to see how\n\n[36:28] well you're killing it. Now, this is for\n\n[36:32] local. This is in map search. Every\n\n[36:36] single Google business profile, every\n\n[36:40] business you're working with has this\n\n[36:43] data in the JavaScript in uh map search.\n\n[36:49] And what this is, this comes from\n\n[36:51] Google. This doesn't come from my\n\n[36:53] software or anything. This is Google's\n\n[36:56] data. They are showing you these zones.\n\n[37:00] So for the business I was looking at\n\n[37:03] when I got this data, which was Jean\n\n[37:06] Johnson Plumbing in Seattle,\n\n[37:09] their strongest zone correlation is the\n\n[37:13] Greenwood neighborhood.\n\n[37:15] Their second strongest is the zone of\n\n[37:19] Seattle. Their third strongest is the\n\n[37:22] zone of King County. And they have all\n\n[37:25] these applicable zones on where this\n\n[37:29] business best fits.\n\n[37:32] Wow.\n\n[37:33] So if you want to expand\n\n[37:37] uh your rankings at the county level,\n\n[37:42] you need to impact that correlation\n\n[37:45] number.\n\n[37:48] All right. So now now you can actually\n\n[37:52] go and change the website and change the\n\n[37:56] profile and see if these various zone\n\n[38:00] correlations changed.\n\n[38:03] you can figure out how to tune for a\n\n[38:06] county, how to tune for a city, how to\n\n[38:08] break out of the Greenwood neighborhood,\n\n[38:13] but odds are if uh you're locked into a\n\n[38:17] neighborhood,\n\n[38:19] you know, that\n\n[38:21] that's something we got to figure out.\n\n[38:23] We got to test more around this. And\n\n[38:26] that's live. That's you can uh you can\n\n[38:29] inspect the rendered DOM and find this\n\n[38:32] in the JavaScript for each business\n\n[38:35] today.\n\n[38:41] All right.\n\n[38:43] So, kind of kind of bringing it all to a\n\n[38:47] close here uh before I take some\n\n[38:50] questions. You know, I'm I'm only one\n\n[38:53] person and I know a lot of people are\n\n[38:56] mad at me that my my updates aren't as\n\n[38:59] fast as they'd like. Uh but, you know,\n\n[39:03] getting getting the answer right and\n\n[39:06] finding the advantage, it's it's not\n\n[39:09] easy. Um and so it's not just coding\n\n[39:14] cool features, it's actually looking at\n\n[39:18] how Google is changing crafting theories\n\n[39:22] on why they're doing it and where it's\n\n[39:25] going.\n\n[39:27] And then it's trying to create solutions\n\n[39:32] that that give you the advantage still\n\n[39:35] in those scenarios\n\n[39:38] and then you get to code it. And so\n\n[39:42] everybody's, you know, watching the uh\n\n[39:45] TED, why isn't the code coming out\n\n[39:47] faster? Well, innovation\n\n[39:51] doesn't really lend itself to a\n\n[39:53] timetable. If it did, cancer would be\n\n[39:56] cured by now and we'd all be living on\n\n[39:58] Mars. If you could say, \"Do it by next\n\n[40:01] quarter,\" we would, you know, but that's\n\n[40:04] that's not how innovation works. How\n\n[40:07] innovation works is enough people care\n\n[40:10] about a thing uh that together we'll all\n\n[40:14] figure it out. And you know,\n\n[40:16] [clears throat] kind of right now, you\n\n[40:18] know, I'm I'm wondering where did all\n\n[40:20] the testers go?\n\n[40:23] You know, why why am I the only one\n\n[40:26] that's raising the flag on this stuff?\n\n[40:28] Why am I the only one that's digging\n\n[40:31] deep into this stuff?\n\n[40:34] And, you know, I'm happy to be wrong on\n\n[40:36] all of it. Boy, that would be awesome.\n\n[40:39] And so, yeah, prove me wrong, prove me\n\n[40:42] right, find cool things I missed. Uh,\n\n[40:45] but we got to do something cuz if it's\n\n[40:48] just me, it's going to be really hard.\n\n[40:53] It's going to take a lot of time.\n\n[40:56] So, you know, my question to you, I've\n\n[40:59] shown you some cool stuff here. What are\n\n[41:02] you going to do? You can test the\n\n[41:03] methods. You can test my advice. You\n\n[41:06] could go looking for things I haven't\n\n[41:08] found yet.\n\n[41:10] And I know Ted, work faster, and I will.\n\n[41:17] Um, but you know, that's not the best\n\n[41:20] plan on the table.\n\n[41:23] All right. Thank you. Does, uh, anyone\n\n[41:27] have any questions for me while I'm\n\n[41:29] online here?\n\n[41:31] First, let's give a big round of\n\n[41:33] applause. [applause]\n\n[41:38] If you have a question, use this\n\n[41:40] microphone here. You can hear it through\n\n[41:41] here. So, anybody have a question? That\n\n[41:45] was very heavy. Can\n\n[41:46] you get him to tell us how to uh find\n\n[41:48] the uh the uh neighborhood?\n\n[41:52] How do you find the neighborhood zones?\n\n[41:54] you uh do a search in Google Maps\n\n[41:59] and you'll rightclick on the search\n\n[42:02] results\n\n[42:03] uh to uh see to uh see the DOM uh HTML.\n\n[42:10] So you'll inspect\n\n[42:13] and then you will do a uh a control F or\n\n[42:18] a command F to find and you'll be able\n\n[42:21] to keyword search the DOM and then you\n\n[42:24] want to look for the city name in the\n\n[42:27] JavaScript\n\n[42:29] and then you'll find it in the\n\n[42:32] JavaScript and there'll be one for each\n\n[42:35] business. So you might want to search\n\n[42:37] for the business name in the JavaScript\n\n[42:40] and then search for the city name right\n\n[42:42] after that. Um the other thing to do is\n\n[42:46] to uh parse it out of the uh the data\n\n[42:50] and then you can get every business in\n\n[42:52] those zones and uh that's something I'm\n\n[42:55] doing uh as well. It's one of the new\n\n[42:57] adaptations I'm working on. Uh but yeah,\n\n[43:01] it's it's there. You can see it for\n\n[43:04] yourself. Any\n\n[43:10] questions?\n\n[43:10] Yeah, ask 10 questions. I will. [ __ ]\n\n[43:13] that.\n\n[43:14] Here. You got to have this so he can\n\n[43:16] hear you.\n\n[43:17] Hey, Big Ted.\n\n[43:18] Hey, how's it going, Mike?\n\n[43:20] Good. I said, man, if nobody got\n\n[43:22] questions for Big Ted, I'mma ask him.\n\n[43:24] Hey, I was curious. Have you seen the\n\n[43:25] new mid link for Google Maps that shows\n\n[43:28] up on the AI overview? Is it like a new\n\n[43:31] GMBB URL that's been brought to the\n\n[43:35] world since AI overview came out?\n\n[43:38] Uh, I haven't had a chance to play with\n\n[43:40] it, but yes, I've been seeing it. And I\n\n[43:44] know in the past Google has tried to\n\n[43:47] make it difficult to follow the ID\n\n[43:50] chains. So, I I worry about that. Uh,\n\n[43:54] but I I don't know what to worry about\n\n[43:57] specifically yet.\n\n[43:59] Okay. I know you got a lot on your\n\n[44:01] testing table and I'm testing the [ __ ]\n\n[44:03] out of it. But when you get a chance, if\n\n[44:05] you could look deeply into that code and\n\n[44:07] tell me if there's anything I should\n\n[44:09] know. Uh cuz at first when when that\n\n[44:12] link first came out, if you were to grab\n\n[44:15] your machine ID and swap it out, it\n\n[44:17] wouldn't load like exactly what you're\n\n[44:19] saying. They didn't want you to be able\n\n[44:21] to do that, especially not manipulate\n\n[44:22] it. Uh then change and you can do it.\n\n[44:26] And here's a little free nugget for\n\n[44:27] y'all, right? uh reviews that come in\n\n[44:29] from that link\n\n[44:33] stick a lot more. Super nugget, right? I\n\n[44:36] was not planning on sharing that.\n\n[44:38] Anyway, Ted, thank you so much. That's\n\n[44:39] what I wanted to ask you. If you\n\n[44:43] Absolutely,\n\n[44:44] Ted. Um I'll I'll show on my\n\n[44:46] presentation. There's a new Google map\n\n[44:48] link, the mid link that comes in from a\n\n[44:51] AI overview suggestion. When you get to\n\n[44:54] that map knowledge pan or whatever the\n\n[44:57] [ __ ] it's called, if you get a review to\n\n[44:59] come in from there, it seems to stick\n\n[45:02] longer because I guess they trust it\n\n[45:04] more. Why you laughing, Nester? Hey,\n\n[45:07] listen. It's rockstars. Got to drop the\n\n[45:08] nug. Oh, questions for Ted. Yeah. Yeah.\n\n[45:10] Come on. You know, we got to get the\n\n[45:12] nuggets from Ted.\n\n[45:13] Yo. Yo, Ted. Um hello question for about\n\n[45:17] I'm building a rank tracker still for\n\n[45:21] one custom need and\n\n[45:23] many challenges you know like um how\n\n[45:25] you're scraping the data I I'm\n\n[45:28] integrating like data for SEO other APIs\n\n[45:31] but still the same blue links that\n\n[45:33] there's not anymore it's about pixel but\n\n[45:36] there are many other factors that are\n\n[45:38] important like hle\n\n[45:41] you know um the other stuff like where\n\n[45:44] the the the provider this the provider\n\n[45:48] of internet uh where you're tracking\n\n[45:50] that might change. So in my still I'm\n\n[45:54] building the tool but I'm pretty sure\n\n[45:57] it's not uh trustworthy but I'm I'm just\n\n[46:01] building because I need like the source\n\n[46:02] of truth to for showing clients anyway.\n\n[46:06] But uh what are your thoughts? I mean I\n\n[46:08] was really surprised about this uh login\n\n[46:12] accounts. So what I have in mind maybe\n\n[46:15] uh connecting a bunch of Google\n\n[46:17] accounts. I mean it's so hard you know\n\n[46:19] but maybe that could give me a better\n\n[46:23] approach but what what possibly\n\n[46:26] the clients could see.\n\n[46:29] Yeah. Yeah. So uh what I'm looking at\n\n[46:32] you're exactly right. I think uh pixel\n\n[46:35] height and knowing uh the pixel height\n\n[46:38] of the fold uh is very important for any\n\n[46:42] new modern rank trackers cuz I want a\n\n[46:44] rank tracker to tell me what links are\n\n[46:48] viewable.\n\n[46:49] And so I need to know, you know, is it\n\n[46:52] in the viewport? Is it one, two, or\n\n[46:55] three user interactions below uh the\n\n[47:00] initial viewport?\n\n[47:02] uh because that that's more meaningful.\n\n[47:04] If uh if somebody has to scroll twice\n\n[47:08] then pageionate to find me that's my\n\n[47:11] rank position.\n\n[47:14] All right. It's not it's not number\n\n[47:16] four. It's you know I am three user\n\n[47:20] interactions away which pretty much\n\n[47:23] means you know my result is dead.\n\n[47:27] Um, and you know the problem is is you\n\n[47:30] get impression count for things that\n\n[47:33] might be four user interactions away. So\n\n[47:36] even impression count doesn't mean what\n\n[47:39] it used to mean.\n\n[47:41] Um, so yeah, we need we need new metrics\n\n[47:45] and kind of uh what you need to think\n\n[47:48] about is either getting an embedded\n\n[47:51] Chrome or piloting a Chrome instance.\n\n[47:56] uh but the APIs they're using headless\n\n[47:59] Chrome\n\n[48:01] and so using the APIs doesn't\n\n[48:04] necessarily solve your problem\n\n[48:07] and so but if you if you pilot Chrome\n\n[48:11] and connect to a debugging port that's\n\n[48:13] pretty good if you use uh macro tools to\n\n[48:18] open Chrome and put in the mouse buttons\n\n[48:20] that'll that'll do the trick. Uh the\n\n[48:23] other thing is there are uh for some of\n\n[48:26] the languages out there that are popular\n\n[48:29] there are embeddible versions of\n\n[48:31] Chromium. They cost uh quite a bit of\n\n[48:34] money. Uh but you know that's that\n\n[48:37] avenue is out there and that's kind of\n\n[48:38] the avenue that I'm going down. Um but\n\n[48:43] yeah, you know, we we can solve this.\n\n[48:46] This is a solvable problem. We just have\n\n[48:49] to solve it with new techniques and new\n\n[48:51] tools.\n\n[48:53] And so your thinking is exactly right on\n\n[48:55] that.\n\n[48:57] Thanks, Ted.\n\n[49:00] Ted, we have a question from Patrick\n\n[49:03] online. In your opinion, what scenarios\n\n[49:05] are worth putting the effort into\n\n[49:07] ranking in AI overviews?\n\n[49:12] Um, well, you know, getting getting\n\n[49:15] above the fold is important. It's, you\n\n[49:19] know, if if you're in the AI overview\n\n[49:22] and your brand is refle uh reflected\n\n[49:26] positively there,\n\n[49:29] uh, you know, that's like having a good\n\n[49:31] billboard on the highway. It should\n\n[49:33] result in more brand search.\n\n[49:36] So, even if they don't engage it, if\n\n[49:38] they they see it and they remember you\n\n[49:41] and they search your brand later, that's\n\n[49:43] value. It's it's hard to attribute that\n\n[49:47] value, but you want to be where the\n\n[49:50] people are, right?\n\n[49:53] And so if AI overviews are in front of\n\n[49:55] the people,\n\n[49:57] you probably want to be there. And I\n\n[50:00] would I would try to get the the brand\n\n[50:02] there. And you know, one of the things\n\n[50:05] uh we've seen with that is right now\n\n[50:08] it's it's kind of exploitable\n\n[50:11] uh because\n\n[50:13] the AI system is heavily weighting the\n\n[50:17] occurrences of Roundup articles. Are you\n\n[50:21] number one in a lot of Roundup articles\n\n[50:24] for the thing you're doing? Are you top\n\n[50:27] three?\n\n[50:29] Uh do you appear in any of them?\n\n[50:32] So,\n\n[50:34] you know who who can think of a solution\n\n[50:37] for that? Well, let's maybe write some\n\n[50:39] roundup articles.\n\n[50:43] Um, so yeah,\n\n[50:45] Dory Dory asks, \"What's a roundup\n\n[50:47] article?\"\n\n[50:48] Um, all right. So, uh, you have a bar\n\n[50:52] with a karaoke night.\n\n[50:55] Uh, how many articles list you in the\n\n[50:58] top 20 karaoke bars for Seattle? And if\n\n[51:03] none of them list you, AI knows that.\n\n[51:08] If half of them list you, AI knows that.\n\n[51:11] If you often appear in the top three, AI\n\n[51:15] knows that. That's what it trained on.\n\n[51:19] So when you say to AI, you know, what\n\n[51:22] are the best places for karaoke in\n\n[51:25] Seattle, that's what AI is going to\n\n[51:28] consider. And you can actually craft\n\n[51:31] your prompts to tell you the ranking\n\n[51:35] algorithm.\n\n[51:36] Uh that is a huge thing right now that\n\n[51:41] people aren't exploiting. You can craft\n\n[51:43] your prompt in a way where you say,\n\n[51:46] \"Write a list of the top 20 karaoke bars\n\n[51:51] in Seattle.\"\n\n[51:53] And put them in a table along with the\n\n[51:56] criteria\n\n[51:58] you considered\n\n[52:00] for ranking them in that position\n\n[52:04] and site any applicable sources. It'll\n\n[52:07] even tell you the roundup articles.\n\n[52:11] Yeah. facts.\n\n[52:12] Bro, give it up for Ted because if you\n\n[52:14] don't understand what he's saying,\n\n[52:15] [applause]\n\n[52:16] he was in the VIP lounge last night. We\n\n[52:18] was talking about this, Brad. One of the\n\n[52:19] other speakers, Google Gemini, be\n\n[52:21] dropping the T. If you don't know what T\n\n[52:24] means, it means the gossip. Like, yo,\n\n[52:26] how do I get my GMBB back? Ask Gemini.\n\n[52:28] You'd be surprised that [ __ ]\n\n[52:30] give you a checklist there at the end.\n\n[52:32] That's what he's talking about. you go\n\n[52:34] back and forth and chat with the [ __ ]\n\n[52:36] with the right intention and prompting\n\n[52:38] to reverse engineer what's getting not\n\n[52:41] the rankings, the revenue, right? Where\n\n[52:43] are the buyers at? Bro, it's just it's\n\n[52:45] right there so easy for now. That was a\n\n[52:47] huge nugget. Thank you, bro.\n\n[52:49] Yeah,\n\n[52:50] you're welcome.\n\n[52:52] Keep going. Please. [laughter]\n\n[52:57] He said keep going.\n\n[52:58] Yeah. Ask him to touch on the so the\n\n[53:00] listicles thing, right?\n\n[53:01] What's the listical thing? round up\n\n[53:03] listicles like listical articles like\n\n[53:05] hey top 10 x in gio right a lot of\n\n[53:08] people are scared to write an article a\n\n[53:10] lot of people are scared\n\n[53:12] a lot of people are scared to write an\n\n[53:14] article right like on your client's site\n\n[53:15] or your site like yo 10 best roofers in\n\n[53:18] Texas because like why\n\n[53:20] why are you gonna mention another brand\n\n[53:22] on your website but if you've ever done\n\n[53:24] that right you're ranking in the AI\n\n[53:27] overview I guarantee it without any\n\n[53:29] question of a doubt right now you'll be\n\n[53:31] like\n\n[53:31] go ahead\n\n[53:32] It's important for the the rankings in\n\n[53:36] uh map search, too. Google's looking for\n\n[53:39] multip multiple forms of evidence that\n\n[53:43] your claims are true. So, it's it's not\n\n[53:45] just that your reviews talk about how\n\n[53:48] great the karaoke event is at the bar.\n\n[53:52] That helps. That's one dimension. But\n\n[53:54] they are also collecting and storing and\n\n[53:58] sometimes presenting those list\n\n[54:01] articles. I have screenshots from past\n\n[54:05] presentations at SEO Rockstars where I\n\n[54:09] showed you the list articles being\n\n[54:13] presented in map search.\n\n[54:16] So if they're looking for them,\n\n[54:19] if they're collecting them into these\n\n[54:21] massive big data databases and they're\n\n[54:25] sometimes even presenting them in the\n\n[54:28] search results, what are the odds\n\n[54:31] they're rank uh they're calculating the\n\n[54:34] rank score with them as well?\n\n[54:37] Yeah,\n\n[54:38] absolutely. I I'll I'll piggyback a\n\n[54:40] little nugget too, right? So, like don't\n\n[54:42] do it on your client site what I had\n\n[54:44] just said, you know, cuz be respectful,\n\n[54:46] but you could go buy an exact match\n\n[54:49] domain like best roofers texas.net.com.\n\n[54:53] Make it a little [ __ ] directory\n\n[54:54] site. You don't got to get crazy with\n\n[54:56] it, right? And just reference the top 10\n\n[54:57] people, right? And then,\n\n[54:59] well, there's a better way.\n\n[55:01] Go Ted. Go ahead, baby. Drop it. Give it\n\n[55:03] to them.\n\n[55:04] Yeah. uh you know I teach a a lot of\n\n[55:07] local SEOs uh who are are are just\n\n[55:11] getting started and one of the things\n\n[55:13] I'm teaching now is that uh every local\n\n[55:17] SEO needs to be three to five travel\n\n[55:21] bloggers.\n\n[55:22] So create your travel bloggers because\n\n[55:26] you need to change topics and locations\n\n[55:30] left and right. So you need websites\n\n[55:33] where that's appropriate and expected.\n\n[55:37] So if you are three to five travel\n\n[55:41] blogging personas, you can be talking\n\n[55:44] about the best dry cleaners in uh\n\n[55:49] uh in Berlin and then you can switch to\n\n[55:52] the best cajinjun restaurants in\n\n[55:56] Alabama. then you can switch to the best\n\n[56:00] uh karaoke bars in Seattle and you can\n\n[56:03] do it all the time. And here's the\n\n[56:05] thing, all of your local SEO\n\n[56:08] competition,\n\n[56:10] none of them are thinking this way. None\n\n[56:13] of them are doing this. And so it when\n\n[56:17] Google is looking in its database, are\n\n[56:20] there any roundup articles uh for this\n\n[56:24] keyword for these businesses?\n\n[56:27] If you have three to five, even if\n\n[56:30] they're not powerful, at least you have\n\n[56:33] three to five entries where nearly\n\n[56:36] everyone else has zero.\n\n[56:40] Absolutely.\n\n[56:42] Give it up for Ted. Any questions for\n\n[56:45] Ted?\n\n[56:47] Guys, I'mma finish that thought separate\n\n[56:49] from what he's saying. Not compared,\n\n[56:51] totally different exact match domain,\n\n[56:53] right? List the top 10 or whatever the\n\n[56:56] do the research like he said. Ask\n\n[56:58] Gemini.\n\n[57:00] That's what I'm saying. Yes, of course.\n\n[57:01] And your link is the only one that's\n\n[57:04] outbound, the only do follow link, the\n\n[57:06] only map that's inbed. Everything else\n\n[57:08] is an image that doesn't click out. So,\n\n[57:10] it's not really it's a [ __ ] list of\n\n[57:12] you control. do that for best geo, best\n\n[57:16] service in geo, not just a category. So,\n\n[57:18] not just best roofer if it's\n\n[57:20] competitive, best metal roofer, best\n\n[57:22] roof inspector, best and you'll [ __ ]\n\n[57:24] smash and you'll get the AI overview in\n\n[57:26] less than three, four, five days.\n\n[57:29] Yeah. And in your roundup articles,\n\n[57:33] don't list the obvious best competitors.\n\n[57:37] Go find the the 19 worst ones and put\n\n[57:41] yourself [laughter] at the top.\n\n[57:43] Yeah, you can hold this question.\n\n[57:46] Why don't you just create a couple lead\n\n[57:50] genen sites and then list all those lead\n\n[57:52] genen sites as your competitors many\n\n[57:54] ways. So guys, real quick, just to say\n\n[57:56] because you guys are having a lot of\n\n[57:57] thought. There's literally so many ways\n\n[57:59] to do this. That's why I started off\n\n[58:01] with a directory [ __ ] directory. You\n\n[58:02] can do a full-blown directory site and\n\n[58:04] now that's it. You could do either\n\n[58:06] either niche or just every city and\n\n[58:08] state. And there you go. That one thing,\n\n[58:10] subdomain or not, can do everything\n\n[58:12] we're covering. I also have dyslexia.\n\n[58:14] So, please let me ask a question. Is a\n\n[58:16] roundup and a listical the same thing or\n\n[58:18] am I mixing the two things up?\n\n[58:21] Sometime I want to make sure I'm not\n\n[58:22] bugging the [ __ ] out. All right. Cool.\n\n[58:23] Cool. So, yeah, guys, it could be a lead\n\n[58:25] genen site like you said, lead genen\n\n[58:28] directory PDN\n\n[58:31] like like Ted said, which is very smart.\n\n[58:33] personas, bloggers, mommy blog. He had a\n\n[58:36] question first, then we'll come to you.\n\n[58:38] Okay,\n\n[58:38] great.\n\n[58:38] So Ted, I was gonna ask a more of a\n\n[58:40] technical one. What if in a certain area\n\n[58:44] you cannot you can get in big trouble if\n\n[58:46] you were use the word best, right? So\n\n[58:49] like from the law practice, we're\n\n[58:52] restricted on that word, right? And I\n\n[58:53] know people do it, but but it's a real\n\n[58:56] red flag with the bar. What what would\n\n[58:58] you suggest in building that?\n\n[59:01] Yeah. in any regulated space you you\n\n[59:05] really have to follow the letter of the\n\n[59:08] law. Uh but there is nothing against\n\n[59:12] emphasized numbers in the rankings.\n\n[59:17] So if you say this is a list of DUI\n\n[59:20] lawyers in Seattle, there's no reason\n\n[59:23] you can't make the top three bold and\n\n[59:26] larger font. [laughter]\n\n[59:32] Go ahead. So Sean, you had a question.\n\n[59:35] Okay, go ahead.\n\n[59:37] I just have one question. Well, it\n\n[59:39] doesn't matter.\n\n[59:40] Can you hear that, Mike?\n\n[59:41] Oh, is that mic?\n\n[59:42] Yeah. Yeah, I can hear.\n\n[59:44] Okay, great.\n\n[59:44] Okay. All I wanted to is you need to\n\n[59:48] give a plug for the the local SEO uh uh\n\n[59:52] courses and helping that you can give\n\n[59:54] some of of us out here. You said you\n\n[59:57] said you're teaching some people. How\n\n**[01:00:00]** can we get there?\n\n**[01:00:02]** All right, here's here's the crazy\n\n**[01:00:04]** thing. I actually don't charge for my\n\n**[01:00:08]** training if you subscribe to my\n\n**[01:00:10]** software.\n\n**[01:00:12]** And even even if you end up not using my\n\n**[01:00:16]** software, which would be insane, uh\n\n**[01:00:19]** you're you're looking at $250\n\n**[01:00:22]** for the training then.\n\n**[01:00:25]** And everybody knows this software,\n\n**[01:00:27]** right?\n\n**[01:00:29]** Yeah. Yeah. It's a no pitch thing, but\n\n**[01:00:31]** it was a question.\n\n**[01:00:36]** Any other questions for Ted?\n\n**[01:00:39]** No. Y'all sure? Go on once. All right.\n\n**[01:00:40]** There you go. Smart man.\n\n**[01:00:43]** Hold on. Hold on. Corora. C O R A.\n\n**[01:00:47]** Any last questions for Ted?\n\n**[01:00:49]** You sure y'all? All right. Hey, Ted. I\n\n**[01:00:52]** got one. If you don't mind, I got a last\n\n**[01:00:54]** I got. Yeah. Yeah. Bring it on.\n\n**[01:00:56]** The last time you was breaking down the\n\n**[01:00:58]** the schema zones to me, right, and the\n\n**[01:01:01]** importance of certain zones and\n\n**[01:01:02]** elements, right? Is that did you come up\n\n**[01:01:05]** with anything\n\n**[01:01:07]** uh any update on that that Merino might\n\n**[01:01:09]** want to know?\n\n**[01:01:11]** Uh\n\n**[01:01:13]** yeah. Um you know, it's it's it's kind\n\n**[01:01:17]** of\n\n**[01:01:17]** private.\n\n**[01:01:18]** No, no, it's not private. It's uh you\n\n**[01:01:22]** know the the main thing we learned from\n\n**[01:01:25]** Terry Samuels and Clint Butler's nothing\n\n**[01:01:28]** but schema uh thing is that a schema is\n\n**[01:01:33]** most definitely hardwired into the\n\n**[01:01:36]** ranking system. So if you've been\n\n**[01:01:39]** neglecting schema you really need to\n\n**[01:01:42]** stop doing that. Uh the next thing is\n\n**[01:01:45]** that I found that uh the most important\n\n**[01:01:48]** fields in the schema are the description\n\n**[01:01:51]** fields and that's where you can get\n\n**[01:01:55]** really crazy value. You need to pull a\n\n**[01:01:59]** uh a Kyle roof rhinoplasty plano thing\n\n**[01:02:04]** in in your schema. You know, it doesn't\n\n**[01:02:06]** have to be gibberish, but man, your\n\n**[01:02:09]** topical relevancy, the entities need to\n\n**[01:02:12]** be in there. All the keyword variations\n\n**[01:02:15]** need to be in there. You need to be\n\n**[01:02:17]** extremely verbose in those description\n\n**[01:02:21]** fields. You don't put in a sevenword\n\n**[01:02:24]** sentence. That's not going to cut it.\n\n**[01:02:26]** And here's the thing, the words in your\n\n**[01:02:30]** schema\n\n**[01:02:32]** need to match the words on your page.\n\n**[01:02:36]** All right? The visible words in the\n\n**[01:02:38]** content. If you only put the words in\n\n**[01:02:41]** the schema, they don't count. All right?\n\n**[01:02:46]** So,\n\n**[01:02:47]** so hold up, hold up, Ted, Ted, one\n\n**[01:02:49]** second. Y'all heard that.\n\n**[01:02:50]** No,\n\n**[01:02:51]** Ted, say it again, please, because\n\n**[01:02:53]** that's super huge. All right. If you\n\n**[01:02:56]** only put the words in the schema, they\n\n**[01:03:00]** won't count. The only words that count\n\n**[01:03:03]** in schema are the words that match words\n\n**[01:03:06]** in the content. When the words, the\n\n**[01:03:09]** entities and the keywords in the schema\n\n**[01:03:13]** match the entities and the keywords on\n\n**[01:03:16]** the page and the headings and the title\n\n**[01:03:18]** and the paragraphs,\n\n**[01:03:21]** that's when the magic happens. when you\n\n**[01:03:24]** uh go back to, you know, past videos and\n\n**[01:03:28]** rock stars when Clint Butler showed his\n\n**[01:03:31]** Fountain Hills example,\n\n**[01:03:34]** he doesn't rank for Fountain Hills\n\n**[01:03:37]** Clint.\n\n**[01:03:39]** He doesn't rank for it. Google doesn't\n\n**[01:03:42]** even think he has a page for it, even\n\n**[01:03:45]** though his schema says Clint Butler 12\n\n**[01:03:48]** times.\n\n**[01:03:50]** he would have to put his name in the\n\n**[01:03:53]** content of the page to rank for that.\n\n**[01:03:56]** And if he did that, he'd rank number one\n\n**[01:03:58]** for it.\n\n**[01:04:00]** But it's in the schema only, so it\n\n**[01:04:03]** doesn't work.\n\n**[01:04:05]** But I'm sorry, Ted, because you know,\n\n**[01:04:08]** you know I'm a learner. Are you saying,\n\n**[01:04:10]** bro, that all the times, even me, bro,\n\n**[01:04:12]** that I tried to be slick and and stuck\n\n**[01:04:15]** for a whole bunch of [ __ ] in the schema\n\n**[01:04:17]** that wasn't on a one page landing page,\n\n**[01:04:19]** you know, like that? That's why it\n\n**[01:04:20]** wasn't working or moving that much. And\n\n**[01:04:22]** if it was moving, it wasn't because of\n\n**[01:04:24]** that.\n\n**[01:04:24]** Yeah, because I didn't know. Who here\n\n**[01:04:26]** knew that? Time out, bro. You knew that,\n\n**[01:04:29]** Sean. Okay. Who else knew that?\n\n**[01:04:30]** Two people. Okay. I'm say I want I want\n\n**[01:04:33]** to Is that Brian? Okay. Yeah, that one I\n\n**[01:04:35]** could believe. Wait, you learned it from\n\n**[01:04:36]** him,\n\n**[01:04:36]** Sean?\n\n**[01:04:38]** Okay, that's why. All right,\n\n**[01:04:40]** that's uh Hey, Ted, that's a huge\n\n**[01:04:42]** nugget. And real quick, this is like a\n\n**[01:04:45]** no pitch event, but this is our event,\n\n**[01:04:47]** right? And he just referenced past\n\n**[01:04:49]** presentations, right? I don't know if\n\n**[01:04:51]** you guys know cuz maybe it hasn't been\n\n**[01:04:53]** advertised fully and properly, but the\n\n**[01:04:56]** big rockstar package comes with access\n\n**[01:04:59]** to all the videos and pre presentations\n\n**[01:05:03]** from all 12 years. Then I created a\n\n**[01:05:06]** custom rag chat. So you could talk with\n\n**[01:05:08]** it. So you could literally go press or\n\n**[01:05:11]** type, hey, what do Clint and Terry say\n\n**[01:05:14]** about schema? And it'll give you an\n\n**[01:05:16]** answer and it'll lead to their\n\n**[01:05:17]** presentations. I'm also building SOPs\n\n**[01:05:20]** based off though. Not a complete SOP as\n\n**[01:05:23]** much as I can from a a presentation\n\n**[01:05:26]** based off those because again, we here\n\n**[01:05:28]** at Rockstars, we want you to have a good\n\n**[01:05:31]** time, but we want you to implement kill\n\n**[01:05:33]** it and go enjoy life with your family.\n\n**[01:05:34]** Sorry. Go ahead. Keep going, Ted. Thank\n\n**[01:05:36]** you so much for this, bro.\n\n**[01:05:38]** Yeah. Yeah. That rag prompt, uh, what\n\n**[01:05:41]** does rock stars have to say about\n\n**[01:05:44]** Fountain Hills is probably the money\n\n**[01:05:47]** prompt.\n\n**[01:05:48]** Um and yeah, so how how that works is uh\n\n**[01:05:55]** the decision to index or not index a\n\n**[01:05:59]** page for a keyword is a different system\n\n**[01:06:04]** than where should a page rank for a\n\n**[01:06:07]** keyword. Those are two independent\n\n**[01:06:10]** systems in Google.\n\n**[01:06:13]** So uh what's happening is Google is\n\n**[01:06:18]** saying uh if a keyword is uh only in the\n\n**[01:06:24]** schema, well that's a no index zone.\n\n**[01:06:27]** It's only going to index the the\n\n**[01:06:30]** appropriate content. It's not going to\n\n**[01:06:32]** index uh the schema by itself. So if you\n\n**[01:06:36]** put a test keyword into schema and\n\n**[01:06:40]** nowhere else that test keyword will\n\n**[01:06:43]** never become findable in search.\n\n**[01:06:46]** So to make it findable it needs to be in\n\n**[01:06:49]** your title or heading or paragraphs.\n\n**[01:06:53]** But\n\n**[01:06:55]** when it is there uh the ranking system\n\n**[01:06:59]** is going to look at that schema and say\n\n**[01:07:01]** look at all this topical relevancy and\n\n**[01:07:04]** keyword density and exact match and term\n\n**[01:07:07]** frequency and boom it's going to apply\n\n**[01:07:10]** all of that relevancy\n\n**[01:07:13]** to your content where it matches.\n\n**[01:07:17]** So by itself schema is a no index zone.\n\n**[01:07:20]** It needs to be in your content to become\n\n**[01:07:22]** findable, but once it's findable, that\n\n**[01:07:26]** schema is going to boost the [ __ ] out of\n\n**[01:07:28]** it.\n\n**[01:07:32]** I got question master class.\n\n**[01:07:35]** Here you go, sir. Jordan,\n\n**[01:07:37]** this is Jordan. Hey, if we use about and\n\n**[01:07:39]** mention schema, right? And like I do\n\n**[01:07:42]** medical, so there's two procedures that\n\n**[01:07:44]** have the same name. refractive lens\n\n**[01:07:46]** exchange,\n\n**[01:07:48]** lens replacement. On the page, we might\n\n**[01:07:50]** have the word refractive lens exchange.\n\n**[01:07:53]** The Wikipedia listing calls it custom\n\n**[01:07:56]** lens replacement in that about and\n\n**[01:07:59]** mention schema. Then you're saying we\n\n**[01:08:01]** should use refractive lens exchange as\n\n**[01:08:04]** the word and then link to the Wikipedia\n\n**[01:08:07]** article that has a slightly different\n\n**[01:08:09]** name.\n\n**[01:08:11]** All right. So,\n\n**[01:08:13]** the the aboutton mentions uh there's a\n\n**[01:08:16]** bit more of an art to it. So, when when\n\n**[01:08:19]** I uh redid Terry and Clint's experiment,\n\n**[01:08:25]** I tried to get to minimum viable SEO.\n\n**[01:08:28]** So, initially I I tried everything and\n\n**[01:08:31]** all of it and and I couldn't get the\n\n**[01:08:34]** about and mention stuff to create a\n\n**[01:08:36]** measurable outcome. Not that it wasn't\n\n**[01:08:39]** doing anything, it's just my test was\n\n**[01:08:42]** inconclusive because I probably [ __ ]\n\n**[01:08:44]** it up somehow. Um, but the thing you\n\n**[01:08:48]** want to be careful with is when you\n\n**[01:08:51]** start putting in those entity\n\n**[01:08:53]** references, you need to make sure that\n\n**[01:08:56]** all of them are topically relevant. So,\n\n**[01:09:00]** for example,\n\n**[01:09:02]** uh I'm going to go off topic on you. If\n\n**[01:09:04]** the keyword is boat insurance\n\n**[01:09:08]** and you start putting in a lot of\n\n**[01:09:10]** boating terms into your entity\n\n**[01:09:13]** references,\n\n**[01:09:15]** all right, Google might start to think\n\n**[01:09:17]** it's a page about boats,\n\n**[01:09:20]** but what are you selling?\n\n**[01:09:23]** Insurance.\n\n**[01:09:24]** So, you need you need to remember that\n\n**[01:09:27]** topical relevancy has a balance to it.\n\n**[01:09:31]** We need we need it to be strongly\n\n**[01:09:34]** insurance because that's what we're\n\n**[01:09:36]** selling with a sprinkle of of boat and\n\n**[01:09:41]** we definitely don't need, you know,\n\n**[01:09:43]** masks and anchors and main sails and and\n\n**[01:09:47]** all that stuff because we're not selling\n\n**[01:09:50]** any of those things. So yeah, so be\n\n**[01:09:55]** careful about the topical balance. So if\n\n**[01:09:58]** you have a dedicated page for that, you\n\n**[01:10:01]** know, you probably want all those\n\n**[01:10:03]** important terms and incarnations of\n\n**[01:10:06]** them, but there is going to be a\n\n**[01:10:08]** canonical entity that you probably need\n\n**[01:10:11]** to say same as and mentions and knows\n\n**[01:10:14]** about and that's a disambiguation thing.\n\n**[01:10:18]** So you're you're trying to corner\n\n**[01:10:21]** yourself into a topical space. [snorts]\n\n**[01:10:25]** Um and uh similarly like if you are\n\n**[01:10:28]** trying to rank a page for apple pie\n\n**[01:10:32]** and you put in you knows about blueberry\n\n**[01:10:36]** pies, peacon pies, key lime pies, you\n\n**[01:10:40]** know that's that's kind of going off\n\n**[01:10:42]** topic when you start to make your page\n\n**[01:10:44]** about all pies. How should a page about\n\n**[01:10:48]** all pies rank compared to a page that's\n\n**[01:10:51]** only about apple pie and is talking\n\n**[01:10:54]** about making apple pies? 100% about\n\n**[01:10:58]** apple pies when you're trying to rank\n\n**[01:11:00]** for apple pies.\n\n**[01:11:02]** So topical focus is important, but it's\n\n**[01:11:06]** an art form. Nobody's uh cracked the\n\n**[01:11:10]** equation on topical\n\n**[01:11:14]** density, topical relevancy. We know it's\n\n**[01:11:17]** a thing. There are people with methods,\n\n**[01:11:20]** but it has not been totally figured out\n\n**[01:11:24]** yet\n\n**[01:11:27]** yet.\n\n**[01:11:28]** So,\n\n**[01:11:30]** hey Ted.\n\n**[01:11:31]** Okay,\n\n**[01:11:32]** we have one question.\n\n**[01:11:33]** Okay, what's the question? Let's do the\n\n**[01:11:35]** question first.\n\n**[01:11:36]** Is there a way to find only the primary\n\n**[01:11:39]** keywords that are above the fold using\n\n**[01:11:42]** Kora?\n\n**[01:11:43]** Ted, did you hear that? Is there a way\n\n**[01:11:44]** to find only the primary keywords above\n\n**[01:11:46]** the fold using Kora? Did I get it right?\n\n**[01:11:49]** Uh, no. That's that's what I'm building.\n\n**[01:11:53]** So switching uh to an above the fold uh\n\n**[01:11:59]** type of mentality means that you have to\n\n**[01:12:03]** work with JavaScript in a browser\n\n**[01:12:06]** instance cuz you have to calculate the\n\n**[01:12:09]** pixel heights of where the fold is and\n\n**[01:12:13]** what content is visible above that fold.\n\n**[01:12:16]** It is doable. I am coding it. other\n\n**[01:12:20]** people are coding it when it was\n\n**[01:12:22]** mentioned before a rank tracker with\n\n**[01:12:24]** pixel height. That's what they're\n\n**[01:12:27]** talking about. Those are the new tools\n\n**[01:12:29]** that are coming but aren't out yet. And\n\n**[01:12:33]** uh you know that's that's kind of where\n\n**[01:12:35]** it's going to be for getting those KPIs.\n\n**[01:12:38]** But all of that stuff is in the works\n\n**[01:12:40]** from multiple businesses. I'm not the\n\n**[01:12:43]** only one. Uh but yeah, your instincts\n\n**[01:12:46]** are right. That's what we want. Another\n\n**[01:12:50]** question is Google still not crawling\n\n**[01:12:52]** JavaScript at certain times of the year?\n\n**[01:12:56]** Yes. Uh when Google does a major uh\n\n**[01:13:01]** update, usually the big core updates,\n\n**[01:13:05]** they will pause rendered indexing.\n\n**[01:13:09]** And so that means if you're using Edge\n\n**[01:13:13]** SEO, these systems where JavaScript\n\n**[01:13:17]** remotely manages SEO on the page, if\n\n**[01:13:21]** you're using\n\n**[01:13:23]** uh JavaScript frameworks that don't do\n\n**[01:13:27]** server side rendering properly, all of\n\n**[01:13:30]** your SEO vanishes because it was in the\n\n**[01:13:34]** JavaScript and Google stopped doing it.\n\n**[01:13:37]** And so what happens is whenever there's\n\n**[01:13:40]** one of those big core updates, I\n\n**[01:13:43]** inevitably get one or two people. The\n\n**[01:13:46]** last time it happened to me, it was the\n\n**[01:13:48]** SEO at Verizon. He was like, Ted, uh,\n\n**[01:13:52]** the company wants to fire me because all\n\n**[01:13:55]** of our rankings disappeared at the same\n\n**[01:13:58]** time and all the engineers are saying\n\n**[01:14:02]** that's an SEO problem.\n\n**[01:14:04]** No, it's not.\n\n**[01:14:07]** You can put a test keyword into those\n\n**[01:14:11]** JavaScript content zones and demonstrate\n\n**[01:14:15]** that they never become findable in\n\n**[01:14:18]** search while a core updates rolling out.\n\n**[01:14:22]** And it wasn't the SEO's decision to use\n\n**[01:14:26]** those JavaScript architectures.\n\n**[01:14:29]** That was an engineering choice. And so\n\n**[01:14:32]** it's provable if you understand what's\n\n**[01:14:36]** going on. But yeah, those things uh you\n\n**[01:14:40]** can expect a JavaScript framework\n\n**[01:14:43]** scenario or an edge SEO scenario to fail\n\n**[01:14:48]** you about 25% of the time.\n\n**[01:14:52]** And that's why when I was making mine, I\n\n**[01:14:54]** scrapped it. That's not good enough.\n\n**[01:14:57]** Thank you so much, Ted. We really\n\n**[01:14:58]** appreciate it.\n\n**[01:15:00]** Everybody give it up for Ted. [applause]\n\n**[01:15:02]** Thank you so\n\n" }, { "filename": "SEO_Rockstars_2026_Day_2_-_Bradley_Benner", "title": "SEO Rockstars 2026: Day 2 - Bradley Benner", "video_url": "https://www.youtube.com/watch?v=pA9afJoSB9E", "transcript": "[00:02] Thank you so much, Mike. That was\n\n[00:04] amazing, dude. Thank you. I don't know\n\n[00:06] if I can live up to it, but So, guys,\n\n[00:08] I'm going to be here talking about not\n\n[00:10] SEO, but how to generate more leads for\n\n[00:12] your agency. Uh, you know, there's a lot\n\n[00:14] of other really smart SEOs in here that\n\n[00:16] have been giving out a lot of amazing\n\n[00:17] information. So, I wanted to contribute\n\n[00:18] in a way that I feel like I've got a\n\n[00:20] quite a good, you know, understanding of\n\n[00:23] and handle on. I've been using cold\n\n[00:24] email now to generate leads for my own\n\n[00:26] agency for five years. uh for both of my\n\n[00:28] agencies, my white label link building\n\n[00:29] agency as well as my own local marketing\n\n[00:31] agency and cold email still works\n\n[00:32] incredibly well. So I developed and in\n\n[00:35] fact if I only had one channel to\n\n[00:36] generate leads for my agency, it would\n\n[00:38] be cold email 100%. And uh I developed a\n\n[00:41] process specifically for targeting local\n\n[00:43] marketing clients. Um, I do it out as an\n\n[00:46] industry specific like I I run a local\n\n[00:48] marketing agency called Treeare HQ where\n\n[00:50] I serve tree care contractors. And so I\n\n[00:53] developed a process for using\n\n[00:55] directories to do outreach and initiate\n\n[00:58] a conversation with my chosen prospect.\n\n[01:00] And it's a much lot less confrontational\n\n[01:03] way to initiate a conversation and to\n\n[01:04] get uh you know start having that\n\n[01:07] conversation and build rapport because\n\n[01:09] we're giving something of value which is\n\n[01:10] a directory listing and communicating\n\n[01:13] with them through multiple channels\n\n[01:15] before we ever get on a sales call with\n\n[01:16] them which I call the listing delivery\n\n[01:18] call but it's also the start of the\n\n[01:19] sales sales conversation. So I'm going\n\n[01:21] to be talking about kind of the process\n\n[01:23] today as to what you know how this\n\n[01:25] operates. It's simple to set up now\n\n[01:28] because of AI tools. It makes it a hell\n\n[01:29] of a lot easier. I'll talk about my tech\n\n[01:31] stack, but there are better options out\n\n[01:33] there that uh now again to have I wish I\n\n[01:36] could have started now instead of five\n\n[01:38] years ago because I'm kind of married to\n\n[01:39] some of the tools that I'm using just\n\n[01:41] because they're so integrated into our\n\n[01:43] uh operations. But you can do it a lot\n\n[01:45] more lean now with AIdriven uh CRM and\n\n[01:48] such. And so I'll mention a couple of\n\n[01:50] those. But why does this work? Well, the\n\n[01:53] way that I start with the and I'm going\n\n[01:54] to go through the whole sequence and\n\n[01:55] show you guys. Um, but what I do is I\n\n[01:58] just go straight, you know, contractors,\n\n[02:00] uh, tree service contractors in whatever\n\n[02:01] city I want to target. And typically, I\n\n[02:03] I go after low competition.\n\n[02:05] Not sharing the screen, is it?\n\n[02:08] I'm sorry, but it's not sharing.\n\n[02:09] I don't know if we're on Goto Webinar on\n\n[02:13] and we can't see your SC the screen.\n\n[02:18] You I'm gonna continue if that's all\n\n[02:19] right. You guys can. Okay. So, uh, what\n\n[02:21] I do is I just scrape cont try to target\n\n[02:24] low competition areas because I like\n\n[02:25] easy. So, so if I'm going to land\n\n[02:28] clients, I'm going to actually go out\n\n[02:29] and kind of try to snipe clients, right?\n\n[02:31] Um, and try to find clients in a\n\n[02:32] particular location. I always go for low\n\n[02:34] low competition areas, but it doesn't\n\n[02:36] matter, okay? It really doesn't matter.\n\n[02:37] And then once I scrape the leads, then\n\n[02:39] go they go in a cold email system. I use\n\n[02:41] instantly for that. It works really\n\n[02:43] well. Um, matter of fact, I was talking\n\n[02:44] to somebody the other day about, I think\n\n[02:46] it was Dan, uh, at lunch and, uh, you\n\n[02:49] know, I've got domains that I've been\n\n[02:50] doing cold email from for four years\n\n[02:52] that are still operating today that have\n\n[02:54] not burned the domains. Now, I do low\n\n[02:56] volume. I'd run about 80 emails per day,\n\n[02:58] cold emails per day, um, which is very\n\n[03:00] low, actually. You can go a hell of a\n\n[03:02] lot more aggressive if you want, but the\n\n[03:04] whole process is really just outreach to\n\n[03:06] say, you know, here here's your uh\n\n[03:08] company listing and we need to verify\n\n[03:10] your company's contact information\n\n[03:11] before we can publish it or promote it.\n\n[03:13] And so we just have a series of emails\n\n[03:15] that go out, you know, every other day\n\n[03:16] for five days or excuse me, 10 days. So,\n\n[03:18] it's five emails that just is basically\n\n[03:21] asking the prospect to confirm their\n\n[03:23] information. There's a couple things\n\n[03:25] about that is we uh we put in the name,\n\n[03:27] address, phone number, um and we leave\n\n[03:29] the website field blank. Like even if we\n\n[03:31] have the website, we always leave it\n\n[03:32] blank so that it enti it it incentivizes\n\n[03:34] the the the contact to re reply back and\n\n[03:37] say, \"Oh, no, that information is\n\n[03:38] correct, but my website's missing or\n\n[03:40] whatever. We're trying to get a reply.\"\n\n[03:42] Okay, that's it. As soon as we get a\n\n[03:43] positive reply, it pipes it into the\n\n[03:45] CRM. Um I use instantly, but for for the\n\n[03:48] cold email, but I use high level for the\n\n[03:50] CRM, but again, there's better options\n\n[03:53] for sales CRM than high level now. Um so\n\n[03:56] we'll talk about that in a minute. But\n\n[03:58] what happens is once they reply now I've\n\n[04:00] got because of you know AI makes it so\n\n[04:02] much easier to integrate voice uh email\n\n[04:05] SMS both inbound and outbound voice\n\n[04:08] calls to the prospect to continue\n\n[04:10] warming them up. So once we get that\n\n[04:12] positive reply where they're confirming\n\n[04:13] their information or adding additional\n\n[04:15] detail or correcting information that we\n\n[04:17] have then we through a series of\n\n[04:19] automations we contact them to ask them\n\n[04:22] additional questions. Since I work with\n\n[04:23] tree service contractors they're service\n\n[04:25] area businesses. So, I'm going to walk\n\n[04:26] through the sequence and show you guys\n\n[04:28] the process that we go through to\n\n[04:30] continue communicating with this\n\n[04:31] prospect before we ever get them onto a\n\n[04:33] call. And that's again what we're doing\n\n[04:35] is we're developing rapport and we're\n\n[04:37] doing that on an automated fashion where\n\n[04:39] we're not trying to ask them anything.\n\n[04:40] We're not trying to sell them anything\n\n[04:42] yet. But I'm fully transparent about my\n\n[04:44] sales process, too. When I get on the uh\n\n[04:46] uh listing delivery call with them, I\n\n[04:48] tell them right out of right out of the\n\n[04:49] gate, we're as soon as we get on, we're\n\n[04:50] going to accomplish two things on this\n\n[04:51] call. Number one, we're going to review\n\n[04:53] your listing, make sure it's\n\n[04:54] everything's accurate, it's ready for\n\n[04:55] promoting. Number two, I'm going to\n\n[04:57] introduce some problems that we\n\n[04:58] identified while optimizing your listing\n\n[05:00] that are preventing you from getting\n\n[05:01] jobs online and we're going to introduce\n\n[05:04] some solutions to you to help you to\n\n[05:05] start uh to resolve those issues. Does\n\n[05:07] that make sense? Should we continue? And\n\n[05:09] I always nod and and they always every\n\n[05:12] single time I've not one time had\n\n[05:14] somebody say, \"No, let's go ahead and\n\n[05:15] end this call now.\" They've all said,\n\n[05:16] \"Yeah, that sounds good. Let's go.\" you\n\n[05:17] know, and so it's a very non-salesy way\n\n[05:20] to initiate a conversation with\n\n[05:21] prospects and again enable school\n\n[05:23] transparency\n\n[05:25] about your intentions. That's what I do.\n\n[05:26] I'm 100% honest with my clients right or\n\n[05:28] prospects right up front. I tell them\n\n[05:30] exactly what my intentions are and\n\n[05:32] because we're delivering something of\n\n[05:33] value, they typically are a lot more\n\n[05:35] open to the conversation. Okay. And so\n\n[05:38] here's just some I like I said, I run\n\n[05:39] about 80 roughly 75 to 80 emails per day\n\n[05:42] um Monday through Friday. Actually, I\n\n[05:44] think I do Monday through Saturday. Now,\n\n[05:46] we don't don't mail on Sundays. But\n\n[05:48] here's look at our open rates, guys.\n\n[05:50] This is cold email, right? Our open\n\n[05:52] rates are insane, right? It varies. Our\n\n[05:54] I think our average open rates probably\n\n[05:55] around 65% across all the different\n\n[05:57] campaigns we've been running now for\n\n[05:58] years, okay? And that generates, you\n\n[06:00] know, it varies as far as the response\n\n[06:01] rates. You see, sometimes we get very\n\n[06:04] good response rates. Sometimes they're a\n\n[06:05] little bit lower, but these are, you\n\n[06:07] know, these are all uh contacts that are\n\n[06:09] now in our system in warming. And we got\n\n[06:12] a full not just the pre-sales or you\n\n[06:14] know pre-all nurture sequence, we also\n\n[06:16] have post call nurture sequences as well\n\n[06:18] that automates and continues\n\n[06:19] communication. And what's really\n\n[06:21] interesting about this is after uh you\n\n[06:23] know I don't I don't do any hard sales\n\n[06:25] pitches on or closing tactics on a call\n\n[06:28] at all ever. I just tell them right up\n\n[06:29] front, look, I'm going to introduce you\n\n[06:30] to some lowcost options or whatever the\n\n[06:32] conversation because we've got front-end\n\n[06:34] offers that are very inexpensive. I\n\n[06:36] found with tree guys over the years, a\n\n[06:38] lot of them have been burned by SEOs and\n\n[06:40] marketing professionals, right? So, a\n\n[06:42] lot of them are real hesitant to jump\n\n[06:44] into a full-on retainer package. So,\n\n[06:46] I've got front-end services that I will\n\n[06:48] offer oftent times just to get them in.\n\n[06:49] Like, for example, review solicitation,\n\n[06:51] a list come uh list reactivation and\n\n[06:53] review solicitation campaign through\n\n[06:55] high level. Uh, that's one of the best\n\n[06:57] things as a kind of a front-end service\n\n[06:58] because we can show them results very,\n\n[07:00] very quickly and continue to build that\n\n[07:01] trust. So then we can send them up to a\n\n[07:03] full-on retainer marketing package at a\n\n[07:05] later time. If that makes sense. Um, but\n\n[07:07] you know, it's it it it's a lot easier\n\n[07:09] to uh uh sell the client if not on that\n\n[07:13] call, which again I don't if they're\n\n[07:15] ready to check out, I send them a\n\n[07:16] checkout link. You know what I mean?\n\n[07:17] Like here, go go go subscribe here or\n\n[07:19] whatever. But if they're not ready to\n\n[07:20] check out, I say that's fine. I'm if\n\n[07:21] it's all right with you, I'm going to\n\n[07:22] plug you in, you know, a couple of\n\n[07:24] emails just kind of sum, you kind of\n\n[07:26] talk about what we talked about on our\n\n[07:27] call today. And when you're ready, we'll\n\n[07:29] be here. And what happens guys is you\n\n[07:31] fill your pipeline full of leads like\n\n[07:32] this and you nurture them and you don't\n\n[07:34] push. You don't push. You pull very very\n\n[07:38] softly, gently. And uh what happens is\n\n[07:40] over time you start getting leads or\n\n[07:43] like the leads that you previously\n\n[07:45] communicated with will start contacting\n\n[07:47] you and closing. And what I found is\n\n[07:49] it's amazing. That's why I said 75 80\n\n[07:50] emails per day is all I send. And I get\n\n[07:52] all the clients that I need. I mean, I'm\n\n[07:54] not even really actively trying to grow\n\n[07:56] my local marketing agency right now this\n\n[07:58] year because I'm going to focus on my\n\n[07:59] white label services, but I'm still\n\n[08:01] closing clients. I closed one earlier\n\n[08:02] this week. I got a sales call scheduled\n\n[08:04] for Monday. And again, from previous\n\n[08:06] messages, they're just in the nurture\n\n[08:08] sequence. So, it works really well. Uh,\n\n[08:10] this is the macro process, basically a\n\n[08:12] high level view of it. We send cold\n\n[08:14] email to verify company details. Um,\n\n[08:16] again, as I mentioned before, guys, I\n\n[08:17] always uh omit the website specifically\n\n[08:20] because we want them to reply. That's\n\n[08:22] all we're looking for is a reply. Um, we\n\n[08:24] use a uh sentiment analysis and uh in\n\n[08:28] instantly, excuse me. And so when it is\n\n[08:31] a neutral or positive reply, then it\n\n[08:33] will send a web hook and pipe the the\n\n[08:35] contact into high level. And then high\n\n[08:37] level takes over with the automations,\n\n[08:39] but instantly you can do all that now.\n\n[08:41] It has a CRM. So high level is actually\n\n[08:43] not even needed for this. Um, unless\n\n[08:45] you're using it for your own CRM anyway.\n\n[08:47] Okay. Once we get a positive, sorry, go\n\n[08:49] ahead say something. Forgive me, I\n\n[08:52] thought I heard someone answer a\n\n[08:53] question. Uh, positive reply adds\n\n[08:54] contact to the AIdriven free call\n\n[08:56] nurture automation, email, SMS, and\n\n[08:58] voice. Um, both inbound and outbound\n\n[09:00] voice. So, if the prospect calls during\n\n[09:02] any of those sequences, the AI takes\n\n[09:04] over. Um, we also have outbound voice.\n\n[09:06] If they don't respond to email and SMS,\n\n[09:08] then we we the AI will do outbound calls\n\n[09:10] to try to extract additional information\n\n[09:12] from that contact as we are optimizing\n\n[09:15] their listing. That makes sense. So, uh,\n\n[09:18] you know, when they first respond with a\n\n[09:20] positive reply, we have an acknowledge\n\n[09:22] an acknowledgement to that reply. Then\n\n[09:24] we we follow up about seven minutes\n\n[09:26] later with a [laughter] a text message\n\n[09:28] and an email. And then if they don't\n\n[09:30] reply to either of those, again, an\n\n[09:31] outbound call goes out. It asks for\n\n[09:33] permission to text for additional\n\n[09:35] information when optimizing listing.\n\n[09:36] Essentially once that first reply comes\n\n[09:39] in, we acknowledge it and seven minutes\n\n[09:41] later another you know set of uh\n\n[09:43] messages goes out email and SMS that\n\n[09:46] says like hey by the way since we're\n\n[09:48] going to be working on your listing over\n\n[09:49] the next day or so if we have additional\n\n[09:51] questions would would it be okay if we\n\n[09:52] text you? Is this the appropriate\n\n[09:54] number? And so that again we're asking\n\n[09:55] permission to continue to contact them\n\n[09:57] and they give it to us. Okay, most of\n\n[10:00] the time. Um, then then we follow up\n\n[10:03] later that same day, we have another\n\n[10:05] kind of set of messages that go out\n\n[10:06] again, SMS, email, and if they don't\n\n[10:09] respond to those, voice, and it's asked\n\n[10:10] for service area radius. Again, I work\n\n[10:12] with tree service companies, so uh\n\n[10:14] they're all service area businesses. So,\n\n[10:15] we always service or sales territory is.\n\n[10:18] And then they again, they just reply\n\n[10:20] back with like, you know, 10 miles, 25\n\n[10:22] miles, whatever it is. And that\n\n[10:24] automatically then adds them into the uh\n\n[10:26] it creates what I'm going to show you\n\n[10:28] guys is the problem agitate solution\n\n[10:30] sequence that we use because when we\n\n[10:32] start to once we have all the\n\n[10:34] information from the client and the\n\n[10:36] listing has then been published by my\n\n[10:38] one of my team members it's now ready\n\n[10:40] for review. Now we publish it but when\n\n[10:43] we contact them we say listen we've got\n\n[10:44] your listing ready for review. We want\n\n[10:46] on a quick call with you to confirm all\n\n[10:48] the information make sure everything's\n\n[10:49] accurate before we promote it. That's\n\n[10:51] what we say. And so once all that's\n\n[10:53] done, you see how we we we continue kind\n\n[10:56] of warming the prospect through just\n\n[10:58] communication without asking them for\n\n[11:00] anything. We're not trying to pitch them\n\n[11:01] anything yet. And so once the listing is\n\n[11:05] ready, again, then it goes into that\n\n[11:06] sequence where then we we try to book\n\n[11:08] the call with them for what we call the\n\n[11:10] listing delivery call. And sometimes we\n\n[11:12] get some resistance from that. So we've\n\n[11:13] got some automations in there that I'll\n\n[11:15] show you on how we can get them to book\n\n[11:16] the call as well. Okay. And so that's a\n\n[11:19] lot of that comes back to that service\n\n[11:20] area radius uh question. All right. So\n\n[11:23] when we get on the review uh the listing\n\n[11:25] delivery call, we review and deliver the\n\n[11:27] listing and then we transition to the\n\n[11:28] PAS presentation, problem manage\n\n[11:30] solution presentation. Um and it works\n\n[11:32] really well for closing tree\n\n[11:34] contractors. Uh it would likely work for\n\n[11:36] pretty much any other type of service\n\n[11:38] area business as well. And by the way, I\n\n[11:40] do niche specific stuff like my agency\n\n[11:42] just works for free contractors, but\n\n[11:44] this could work with a local like a\n\n[11:46] local business directory. Like in other\n\n[11:48] words, a particular city or region if\n\n[11:49] that makes sense. It doesn't have to be\n\n[11:51] industry specific. That's just how I\n\n[11:53] prefer to operate an agency, but it\n\n[11:54] could be done on a local marketing level\n\n[11:56] too. If somebody's just trying to\n\n[11:57] collect clients from a particular city,\n\n[11:58] you can do it this way as well, right?\n\n[12:00] [snorts] Um, so closer, close the sale\n\n[12:02] or move to a post call nurture\n\n[12:04] automation. Again, I don't push any of\n\n[12:05] the prospects on the call. off, they're\n\n[12:07] ready to check out, I'll send them the\n\n[12:08] checkout link. But most of the time, I\n\n[12:10] just very very gently just say, \"Listen,\n\n[12:11] I'm going to send you continue sending\n\n[12:13] you some additional messaging about this\n\n[12:16] uh about what we talked about on today's\n\n[12:18] call. Then when you're ready, we'll be\n\n[12:19] here.\" And I always tell them, just book\n\n[12:20] a quick call with me. Got any follow-up\n\n[12:22] questions before you pull the trigger on\n\n[12:24] anything? By all means, just book a call\n\n[12:25] with me. I try to be very open and\n\n[12:27] available to prospects because, again,\n\n[12:29] trying to develop that relationship.\n\n[12:31] That's where most of these guys get\n\n[12:32] burnt like these tree guys especially\n\n[12:34] but a lot of local clients they you know\n\n[12:35] they don't have proper communication\n\n[12:37] with their vendors their uh you know SEO\n\n[12:40] or marketing agency and so I think\n\n[12:42] keeping at least initially that con that\n\n[12:44] communication open when being very\n\n[12:46] available helps to build that trust and\n\n[12:48] earn that trust so that we can then\n\n[12:50] close the sale that's clear. So uh again\n\n[12:54] once we get off the call I just put them\n\n[12:56] into a post ner if they haven't checked\n\n[12:57] out which most of them do not on the\n\n[12:59] call and then we have emails socials etc\n\n[13:01] where we you know continue targeting\n\n[13:04] them sending them messages and things\n\n[13:05] like that but we do it very kind of uh\n\n[13:07] conservatively we're not real aggressive\n\n[13:09] about it okay um if you also if your\n\n[13:11] target industry is on LinkedIn hey reach\n\n[13:13] with instantly integration is great um\n\n[13:16] because it fully you know you can\n\n[13:17] there's so many awesome automations you\n\n[13:18] can use with hey reach for LinkedIn now\n\n[13:21] tree service contractors aren't active\n\n[13:22] on LinkedIn. So, it doesn't work well\n\n[13:23] for that. Uh, but a lot of industries\n\n[13:25] that have active, you know, the the\n\n[13:28] business owners are active on LinkedIn.\n\n[13:30] That's also really good way to continue\n\n[13:32] kind of a post call nurture messaging\n\n[13:35] sequence. Okay. Okay. So, here's the\n\n[13:37] example guys of the pre-all nurture. So,\n\n[13:40] this is this is the automation once they\n\n[13:42] get the cold email reply. So in other\n\n[13:44] words, when they reply to the cold email\n\n[13:46] asking to us them to confirm their\n\n[13:48] information or to correct any inaccurate\n\n[13:50] information, this is what happens when\n\n[13:53] they reply. So it pushes the uh and\n\n[13:56] instantly the way that my setup is and\n\n[13:58] instantly it's positive or neutral\n\n[13:59] reply. It creates a a contact through\n\n[14:02] web hook in uh high level, excuse me,\n\n[14:05] creates the opportunity card, puts them\n\n[14:06] in the automation and here it is. So it\n\n[14:08] says thanks for adding in this case the\n\n[14:10] urban arborist directory to treeare or\n\n[14:12] arborist excuse me the urban arborist to\n\n[14:13] the treeare hq directory now and then\n\n[14:16] here's the question about the service\n\n[14:17] area radius. Okay so we do this via text\n\n[14:19] it also goes out you can see via email\n\n[14:22] as well and that was the client or the\n\n[14:24] prospect's response. Okay so and we get\n\n[14:27] that a lot and they always tree guys\n\n[14:28] always have these massive service areas\n\n[14:31] which is nuts because their DVPs never\n\n[14:32] ran for that. Um, but it says, you know,\n\n[14:35] then we acknowledge the reply and then\n\n[14:37] we, you know, basically just say,\n\n[14:38] \"Thanks. We got it. Okay, we're going to\n\n[14:40] be working on your listing. We're going\n\n[14:41] to send it to you for review when it's\n\n[14:43] ready.\" That's basically what we say.\n\n[14:44] Okay. So, there's the listing delivery\n\n[14:46] message after. Now, usually about 24\n\n[14:48] hours later, the um all my VA does is\n\n[14:51] once she publishes the listing, she just\n\n[14:53] adds a tag and contact uh you know, in\n\n[14:56] high level the contact record listing\n\n[14:57] ready like listing ready. Boom. and\n\n[14:59] added it to the automation sequence for\n\n[15:01] to book the uh schedule the listing\n\n[15:03] delivery call. So there's the first uh\n\n[15:06] email that goes out. We also do that via\n\n[15:09] SMS and then as I mentioned before if\n\n[15:10] they don't respond to either email or\n\n[15:12] SMS then they go into a queue for\n\n[15:14] outbound AI voice. So they get calls\n\n[15:16] from that. So, they'll get two calls, I\n\n[15:18] believe, six hours apart, um, the\n\n[15:20] following day if they don't respond to\n\n[15:22] the emails and the SMSs, and then\n\n[15:23] they'll get another two calls the\n\n[15:25] following day until they either DND us\n\n[15:28] or tell us to f off or whatever, in\n\n[15:29] which case we we just don't contact them\n\n[15:31] again. Okay? Um, but that's it. So, we\n\n[15:34] ask them, so you know, the the next\n\n[15:36] question is then, well, why would\n\n[15:37] somebody want to book a call with you to\n\n[15:38] look at their directory? Okay? And so,\n\n[15:40] if you understand what I'm showing you,\n\n[15:41] see what I'm showing you here is this.\n\n[15:44] These are kind of the the the the\n\n[15:46] typical situations. Some prospects are\n\n[15:49] going to just book the call immediately.\n\n[15:51] Um some of them are going to ask\n\n[15:52] questions. And so they're going to say,\n\n[15:53] well, why do I need to book a call?\n\n[15:54] Here's an example. Why do I need a call?\n\n[15:56] Just send a listing for me to review.\n\n[15:58] And so then I go there's some if else\n\n[16:00] conditions, you know, in a workflow and\n\n[16:01] uh high level that says, you know, hey,\n\n[16:03] thanks for following up. We prefer to\n\n[16:05] review your new company listing with the\n\n[16:07] business owner before we promote them on\n\n[16:08] our directory to make sure everything is\n\n[16:10] accurate and you're happy with how it\n\n[16:11] looks. So I say also we identified some\n\n[16:14] problems. Here's the problem. Agitate\n\n[16:15] solution is where we introduce that.\n\n[16:16] Okay. We identified some problems that\n\n[16:18] are preventing you from getting jobs in\n\n[16:20] your service area and would like to\n\n[16:21] review it with you. Please select the\n\n[16:22] time on account. Okay. Well, they're\n\n[16:24] either going to book the call or they're\n\n[16:26] going to follow up with another\n\n[16:27] question. What problems? Or some\n\n[16:30] iteration of that, right? And so it\n\n[16:31] says, Trey, you told us that you want to\n\n[16:33] get jobs within this 50 mile service\n\n[16:34] area radius. And so we send them a link\n\n[16:37] to that because that's what they again\n\n[16:39] that's why we asked for that service\n\n[16:40] area radius earlier. So that's just a\n\n[16:41] short link in the high level contact\n\n[16:43] record. Again, it's all automated. So\n\n[16:44] boom, there's the short link and it\n\n[16:46] says, but here's where. So what we send\n\n[16:48] that to them and in two minutes later or\n\n[16:50] a minute later, whatever it is, 90\n\n[16:51] seconds later, whatever it is, it sends\n\n[16:53] out the next one. It says, here's where\n\n[16:54] Google says that your jobs are actually\n\n[16:55] coming from. Boom.\n\n[16:58] Only the areas in green. And a lot of\n\n[17:00] the times you Yeah, there might be a\n\n[17:01] speck of green in the middle of a sea of\n\n[17:03] red. And I'm like, okay, this is what we\n\n[17:05] want to talk about. Let's get on a call.\n\n[17:07] You know what I mean? And so this works\n\n[17:09] well because then most of the time we\n\n[17:11] will then get a booked call once they\n\n[17:13] see that and sometimes we don't. And so\n\n[17:15] then they just go into again a kind of\n\n[17:17] longer term follow-up sequence to try to\n\n[17:18] get to the booked call. But that's it.\n\n[17:20] And that's what I said like you know\n\n[17:22] once we get on the call I I I'm 100%\n\n[17:25] transparent about my intentions right\n\n[17:26] off the right out of the gate. So first\n\n[17:28] thing I say to them is like we're going\n\n[17:30] to accomplish two things on this call.\n\n[17:31] Number one is we're going to review your\n\n[17:32] directory listing. Make sure\n\n[17:33] everything's accurate. You're happy\n\n[17:34] about it. We can make any changes right\n\n[17:36] here on the spot. I'm so I'm just logged\n\n[17:38] in. We're currently use WordPress, but\n\n[17:40] we're getting away from that very\n\n[17:41] quickly. I promise. I'm g show you guys\n\n[17:43] something in a moment. Um, but then I\n\n[17:45] say once we once we are, you know, this\n\n[17:47] should take five to 10 minutes. And then\n\n[17:48] I say and once you're happy with that,\n\n[17:50] then I'm going to introduce the, you\n\n[17:51] know, go over the problems that I\n\n[17:53] mentioned in the if it depends on what\n\n[17:54] the messaging sequence was. If they\n\n[17:56] booked the call up front, they're\n\n[17:57] unaware of it. Um, if they've seen the\n\n[17:59] PAS sequence, then they're aware of it.\n\n[18:01] So then I'll just depending on, you\n\n[18:02] know, how they came into that call, I\n\n[18:05] will structure my uh call it that way to\n\n[18:08] kind of promote whatever it is that I\n\n[18:10] they're either aware of or aren't aren't\n\n[18:11] aware of yet, if that makes sense. So um\n\n[18:13] but it's quite it's it works well\n\n[18:15] because I always ask them, \"Does it make\n\n[18:17] sense? Should we continue the call?\" You\n\n[18:18] know, and they always say, \"Yeah, let's\n\n[18:19] go.\" You know, and so we spend five to\n\n[18:21] 10 minutes talking about their listing\n\n[18:22] and then I go right in and I start to\n\n[18:24] present to them the issues that we've\n\n[18:25] identified. By then I usually have\n\n[18:26] Bright Local reports pulled up. So, we\n\n[18:28] do organic rank tracking, local search\n\n[18:30] tracking, citation tracking. So, we have\n\n[18:32] all that data when I'm on the call with\n\n[18:33] them. I just have those reports open and\n\n[18:35] I just talk through the stuff and I show\n\n[18:36] them examples of other clients that I've\n\n[18:38] worked on, stuff like that, and just\n\n[18:39] answer their questions. And, you know,\n\n[18:41] like I always say, I don't do anything.\n\n[18:42] I don't try to push them at all. If\n\n[18:44] they're ready, then I'm actually send\n\n[18:46] them a checkout link for whatever it is\n\n[18:47] that they're ready for, but most of the\n\n[18:49] time they're not. They say, \"Oh, well, I\n\n[18:50] need to think about it's fine. I'm going\n\n[18:51] to send you some emails, some follow-ups\n\n[18:53] about this with additional information.\n\n[18:55] And when you're ready, feel free to book\n\n[18:57] a call with me again or just sign, you\n\n[18:58] know, check out, whatever. Okay. So,\n\n[19:01] here's the text stack guide that I use.\n\n[19:02] Um, I use Google Workspace accounts for\n\n[19:04] email only. Um, for my white label\n\n[19:07] agency, we also I have a company that\n\n[19:09] actually manages the cold email for that\n\n[19:11] and they they also use Outlook uh emails\n\n[19:13] as well, but I just get a Google\n\n[19:14] Workspace retreat contractors and it\n\n[19:16] works um instantly uh as my email code\n\n[19:18] emailing application. trying to do that\n\n[19:20] through high level. Um, and I did for\n\n[19:22] quite some time, but the inboxing, even\n\n[19:24] with Workspace SMTP, just does not work\n\n[19:26] nearly as well when it goes through high\n\n[19:28] level. I have no idea why. It just\n\n[19:29] doesn't work. Um, but instantly I've\n\n[19:31] got, like I said, I've got domains in\n\n[19:32] there. I've been sending gold emails for\n\n[19:34] four years on and haven't burnt yet. No\n\n[19:36] kidding. It's still inboxing health of\n\n[19:38] those domains are 98 99%. It's nuts. And\n\n[19:40] sometimes if a if the kind of health of\n\n[19:43] a domain goes down below like 95% then I\n\n[19:46] will take it out of rotation and leave\n\n[19:48] it in the warm-up system until the\n\n[19:49] reputation comes back up and then I just\n\n[19:51] plug it right back into the system and\n\n[19:52] it works again. And so uh instantly is\n\n[19:54] outstanding for that. Um I use out\n\n[19:56] scraper for scraping contacts but you\n\n[19:59] know you can use any of them. Another\n\n[20:00] good one right now that I started\n\n[20:02] testing which is called browse AI.\n\n[20:03] That's that's a good one too. I like\n\n[20:05] that. Um out scraper has a lifetime deal\n\n[20:07] on Absumo today still. I just check well\n\n[20:10] two days ago I checked it was there uh\n\n[20:12] which is good. It's like $129 a flat fee\n\n[20:14] but you get $30 a month in credits. They\n\n[20:16] don't roll over but you get $30 a month\n\n[20:18] in scraping credits. So it's great\n\n[20:19] because like I like I said I usually\n\n[20:21] scrape maybe a state or two at a time\n\n[20:23] and we go through a cleaning and\n\n[20:25] filtering process of the list and then\n\n[20:27] load that in instantly. And that's\n\n[20:28] that's you know so about once a month\n\n[20:30] maybe once every six weeks we'll go in\n\n[20:32] and run another scrape job. So $30 a\n\n[20:34] month is plenty and that's that lifetime\n\n[20:36] deal we'll give you that. Uh the CRM,\n\n[20:40] like I said, I use a high level as my\n\n[20:42] CRM, but that's just because, you know,\n\n[20:44] it was my CRM before all the AI stuff.\n\n[20:46] Now, I've done a look at I've looked at\n\n[20:48] a couple of other more salesoriented CRM\n\n[20:50] that aren't, you know, complete\n\n[20:51] marketing automation tools like High\n\n[20:53] Level is. Um Adio, I'm sure some of you\n\n[20:56] guys have heard of Adio. Another one's\n\n[20:57] called Break Cold. I've looked at Break\n\n[20:59] Cold. Um if I wasn't so kind of married\n\n[21:02] to High Level right now, I would\n\n[21:03] probably use a different CRM. Instantly\n\n[21:05] has a CRM now as well. So I think if you\n\n[21:09] can reduce the number of tools it's\n\n[21:11] better. You know what I mean? So if you\n\n[21:12] don't need high level then uh for your\n\n[21:14] CRM if you can get away with just using\n\n[21:16] instantly it's probably better. Um for\n\n[21:18] directory I currently use and have been\n\n[21:20] since I started this WP geo directory.\n\n[21:22] Um geo directory I I can't stand\n\n[21:24] WordPress guys. I absolutely hate\n\n[21:26] WordPress. And so I've been wanting to\n\n[21:28] get away every time I log into my\n\n[21:30] directory site or any WordPress site for\n\n[21:31] that matter. It makes me sick because\n\n[21:33] there's all the goddamn, you know,\n\n[21:35] updates and everything else. It drives\n\n[21:36] me nuts. And so, um, a friend of mine,\n\n[21:39] Jeremy Nolleman from Press Advantage,\n\n[21:41] uh, you know, he I asked him a couple of\n\n[21:44] months ago now. I said, \"Look, man, I\n\n[21:45] want to replace WPG directory.\" So, and\n\n[21:48] I was asking him if he could build me a\n\n[21:50] directory site builder that ran on HTML\n\n[21:53] basically, uh, created HTML pages and\n\n[21:55] everything so we get rid of all the\n\n[21:56] bloat and all the hassle that we have\n\n[21:57] with WordPress. And he built a whole\n\n[21:59] application called sites.co. Um, you can\n\n[22:02] see, and here's let me give you a little\n\n[22:04] evolution on this. So, directory\n\n[22:05] forge.com is originally what he built as\n\n[22:08] a new directory builder. Now, it's it's\n\n[22:10] not I don't even have access to it yet,\n\n[22:12] okay? But it's in development right now.\n\n[22:13] You can go look at directory forge.com.\n\n[22:15] And that's Jeremy's answer to replacing\n\n[22:18] WPO directory. And by the way, guys, the\n\n[22:19] directory platform doesn't matter. You\n\n[22:21] can use any of them that you like, okay?\n\n[22:23] Brilliant directories, whatever. It\n\n[22:24] doesn't matter. That's just a tool,\n\n[22:25] right? Um, but Jeremy built directory\n\n[22:28] forge and then from that kind of spawned\n\n[22:31] a couple of additional ideas. Number\n\n[22:32] one, one of our front-end services at\n\n[22:34] Treeare HQ is we do what we call no lead\n\n[22:36] generation sites. They're just simple\n\n[22:38] lead genen sites that we build for the\n\n[22:39] client. Uh most Tree Center service\n\n[22:41] contractors have shitty sites or no\n\n[22:43] sites. Um and so I typically and I don't\n\n[22:45] work on other people's sites. It's a\n\n[22:46] policy of mine. If you're going to be a\n\n[22:47] client of mine, either we build the site\n\n[22:49] or we don't touch the site like we we'll\n\n[22:51] send you instructions for your web\n\n[22:52] master to optimize the site, but we're\n\n[22:54] not touching other people's work. I just\n\n[22:55] don't do it. And so, uh, I either sell\n\n[22:58] them one of my sites or we work with\n\n[22:59] whatever they got if they have a web\n\n[23:01] master or we just don't work with them\n\n[23:02] at all. Okay. Um, but so anyways, local\n\n[23:05] lead generation sites is one of the\n\n[23:06] front-end services that we offer. And\n\n[23:08] uh, so I asked Jeremy then also if he\n\n[23:10] could create a site builder on the same\n\n[23:12] platform, right? And uh, which is HTML\n\n[23:15] pages, very quick, lean uh, code so they\n\n[23:18] load incredibly fast. And so he\n\n[23:20] developed a site builder, a local local\n\n[23:22] site builder that's part of the direct\n\n[23:24] reforge like you know site builder that\n\n[23:26] he built and then also um a blogging\n\n[23:29] platform now because as my for my white\n\n[23:30] label services I get questions all the\n\n[23:32] time from link building clients if we\n\n[23:34] can do content marketing for them. We\n\n[23:35] don't do that. We do link building and\n\n[23:37] so uh uh but you know you get enough\n\n[23:39] people asking that can you do this for\n\n[23:41] me? Can you eventually say yeah I'm\n\n[23:42] turning money away all the time. You\n\n[23:44] know what I mean? So the other thing\n\n[23:45] that we're going to be doing is now\n\n[23:47] offering soon once this is available for\n\n[23:49] me um content marketing services where\n\n[23:52] we'll have the client map a subdomain\n\n[23:54] over to like blogdomain whatever it is\n\n[23:56] and it will manage the content marketing\n\n[23:58] and distribution on a blog subdomain of\n\n[24:00] the client's site so we don't touch the\n\n[24:02] site go ahead one thing I'm helping is\n\n[24:06] in the finally baseball circuit that\n\n[24:08] they're putting in some new teams and\n\n[24:10] they're actually they've never actually\n\n[24:12] leveraged the domain authority whatever\n\n[24:15] they have nationality and sports plus\n\n[24:18] local government chamber of they have a\n\n[24:20] combination of both national local and\n\n[24:22] they don't even realize from the SEO and\n\n[24:24] genetic potential that they're usually\n\n[24:26] in the top 20 [clears throat] most\n\n[24:27] powerful sites in any of their local\n\n[24:29] markets\n\n[24:30] they were open finally to testing one\n\n[24:32] market on your team to bring in new\n\n[24:34] sponsors to do something like this where\n\n[24:36] we say we build 300 business categories\n\n[24:39] but be in that market but under the team\n\n[24:42] so you know the the Dallas.com\n\n[24:47] local business or directory. How would\n\n[24:49] you append it with just adding a\n\n[24:50] subdomain? They're currently on\n\n[24:52] WordPress. Is that still better at that\n\n[24:53] point this geo directory and build it on\n\n[24:56] so you keep the domain authority like\n\n[24:58] like the subdomain option you were\n\n[25:01] talking about?\n\n[25:02] Well, what I mean for the subdomain\n\n[25:04] option that I was talking about is like\n\n[25:05] for my link building clients because we\n\n[25:07] don't touch their clients, but my my\n\n[25:08] link building clients are SEO\n\n[25:10] professionals that have clients, right?\n\n[25:12] And so we don't touch their sites. Uh\n\n[25:14] we'll do on page optimization, analysis,\n\n[25:16] audits, recommendations, etc. We won't\n\n[25:18] touch the sites. Okay.\n\n[25:19] And so, but if they want us to do\n\n[25:21] content marketing, we we we got two\n\n[25:24] options. We can either well three\n\n[25:25] options. We can either publish content\n\n[25:27] on their site, which we'd have to have\n\n[25:28] access to their blog and all that. Don't\n\n[25:30] want that. We don't want that. Number\n\n[25:31] two, we can do publish externally on\n\n[25:33] branded assets, etc. So, web twos, G\n\n[25:36] sites, things like that, which we do a\n\n[25:37] lot of. Um or a blog on a subdomain. So\n\n[25:40] that any other content publishing and\n\n[25:41] distribution we do by the way part of\n\n[25:43] the reason I do that is because it\n\n[25:44] doesn't compete then with content from\n\n[25:45] the root domain. Remember Google treats\n\n[25:47] those as two separate sites. So there's\n\n[25:48] no competing page issues uh\n\n[25:50] cannibalization etc. Does that make\n\n[25:52] sense? I think most because you know say\n\n[25:54] for example I think the market is down\n\n[25:56] south Bont\n\n[25:58] so if you had something like commercial\n\n[26:00] roofers or something like that if\n\n[26:01] someone typed in commercial roofers\n\n[26:02] Bulma it's quite possible that that the\n\n[26:04] team's website forward could rank number\n\n[26:07] one at least in the organic AI is TVA so\n\n[26:11] I was just curious but at that point I\n\n[26:13] may make some notes if I ask\n\n[26:15] yeah sure no worries thank you very much\n\n[26:16] yeah so science form guys anyways I'm\n\n[26:18] not here to promote anything guys it's\n\n[26:20] but it is if anybody's interested and\n\n[26:21] you get on a waiting list sites.co is\n\n[26:24] what he rebranded directory forge now\n\n[26:25] that it has the two additional kind of\n\n[26:27] site builders in. Again, I don't even\n\n[26:29] have access to it yet, but I'm excited\n\n[26:30] about it. So, I just wanted to bring\n\n[26:31] that up because I'm not I'm not here to\n\n[26:33] promote any certain kind of a directory.\n\n[26:34] I don't care. It doesn't matter. The\n\n[26:36] directory is just a tool to initiate a\n\n[26:39] conversation. That's it. Right now, by\n\n[26:41] the way, for my directory or my clients,\n\n[26:43] whenever they become a paid client, like\n\n[26:44] I don't sell paid listings on the\n\n[26:46] directory, but if they become a paying\n\n[26:48] client at any level whatsoever, then we\n\n[26:50] use their directory listing to optimize\n\n[26:52] further. We'll add schema, add the map.\n\n[26:54] We also a lot of their link building\n\n[26:56] budget will go to my directory like\n\n[26:57] their directory page. So, I'm actually\n\n[26:59] using their money to build up my assets\n\n[27:01] on their behalf to benefit them as well,\n\n[27:03] but it also benefits me. So, the\n\n[27:05] directory doesn't matter. It's just a\n\n[27:07] it's just a mechanism or tool. Okay. Um\n\n[27:09] but there's plenty of others out there\n\n[27:10] as well. Uh the process again I I say\n\n[27:13] select an industry because that's that's\n\n[27:14] the way I prefer to do is industry\n\n[27:16] specific um agency work instead of you\n\n[27:18] know uh just working as a generalist. So\n\n[27:21] I prefer to do it that way but you can\n\n[27:22] do it at a local level if that's you\n\n[27:24] know your thing. Uh set up G Workspace\n\n[27:26] accounts. Add accounts to instantly for\n\n[27:28] warming. Scrape contacts. Clean and\n\n[27:29] verify the contact list which can be\n\n[27:31] done on the scrape. It can also be done\n\n[27:32] on import. Like you don't have to use\n\n[27:34] external uh email verification services\n\n[27:36] at all anymore. Um, you can, but you\n\n[27:38] don't have to. Add the instantly\n\n[27:40] campaign, push contact replies in the\n\n[27:41] CRM, unless you're using instantly for\n\n[27:43] the CRM, in which case it will already\n\n[27:44] be there. And then you nurture the\n\n[27:46] prospect until the book call. So, um,\n\n[27:50] here's the kind of one step by step,\n\n[27:52] guys. I'm just going to go through.\n\n[27:53] These are all in the presentations that\n\n[27:54] I make available or whatever for\n\n[27:56] everybody. Um, those are actual SOPs.\n\n[27:58] Uh, that's on Flowster. Flaster is the\n\n[28:00] SOP application that I use. You do need\n\n[28:02] a paid Flowster account to access those,\n\n[28:04] but you can get a paid account for, I\n\n[28:06] think, $14 a month. Go ahead.\n\n[28:07] One question about the the labels when\n\n[28:10] you you just create data.\n\n[28:12] I mean, I built a couple directories and\n\n[28:16] I get obsessed like how many labels you\n\n[28:18] have manage, right? Yeah. Phone number.\n\n[28:21] I want more rich content, you know, like\n\n[28:23] adding more images. Sometimes I even\n\n[28:26] create a Python script to add more\n\n[28:28] images like go to shirt stuff, add more\n\n[28:31] images, created I don't know just for\n\n[28:33] feeling, right? A lot. Well, when we\n\n[28:35] when we do the like initially when you\n\n[28:37] create the directory, I recommend that\n\n[28:38] you only add a few dozen directory\n\n[28:42] listings. These are unoptimized listings\n\n[28:44] that I mean you can with you know chat\n\n[28:46] or whatever you can do even sheets\n\n[28:47] integration you can make unique business\n\n[28:49] descriptions everything super easy but I\n\n[28:51] only recommend adding a few dozen\n\n[28:53] listings to the directory as an initial\n\n[28:55] kind of seed set of listings because we\n\n[28:58] want our directory to stay high quality.\n\n[29:00] So, we only add contacts to the\n\n[29:02] directory if they reply to cold email.\n\n[29:04] See what I'm saying? Now, don't get me\n\n[29:05] wrong. When I first started, I uploaded,\n\n[29:07] you know, thousands of tree contractors,\n\n[29:09] but over the years, I've learned to just\n\n[29:10] go delete all them because it help it\n\n[29:12] hurts with indexing. If you've got a\n\n[29:13] bunch of unoptimized listings on the\n\n[29:15] site, the the directory site's not going\n\n[29:16] to index well. So what we do is we only\n\n[29:19] we only add the p or publish a listing\n\n[29:21] or add a company to the directory if\n\n[29:23] they respond positively to cold email in\n\n[29:26] which case my I have a VA that goes and\n\n[29:28] literally just opens up you know Google\n\n[29:30] and does a brand search and just pulls\n\n[29:32] out all the relevant information that\n\n[29:34] they need and we haven't automated that\n\n[29:36] part of it yet but I've got a a team\n\n[29:38] member that does really well on it. So,\n\n[29:40] okay. And so, anyways, it, you know, we\n\n[29:42] get all the information from their\n\n[29:44] website, their GBP, Facebook. A lot of\n\n[29:46] tree guys are on Facebook, but that's\n\n[29:47] about the only one. Um, so that's where\n\n[29:49] we get most of the information. Okay.\n\n[29:52] But anyways, those SOPs guys will be\n\n[29:54] fully available for for you. So, uh,\n\n[29:56] check it out. But basically, select an\n\n[29:58] industry. There's an SOP. I go very very\n\n[30:00] thoroughly into, you know, how to select\n\n[30:02] a particular industry if you're going to\n\n[30:04] go that route. Um, I think it's\n\n[30:05] important to kind of vet the industry.\n\n[30:07] make sure that it's uh uh you know\n\n[30:09] viable for this sort of a service. So\n\n[30:11] it's a very very detailed SOP on that\n\n[30:13] create brand. Um I typically recommend\n\n[30:16] you start with at least three domains.\n\n[30:18] One you know one for the directory and\n\n[30:20] then like for for example treehq.com is\n\n[30:22] the directory site that I use but I've\n\n[30:25] got treehqmail.com\n\n[30:27] treehqmail.net treehmail.org\n\n[30:30] you know what I mean? So just go out and\n\n[30:31] buy a handful of additional branded\n\n[30:32] domains for the directory brand. I\n\n[30:35] people have asked me before, well, you\n\n[30:36] know, should I use my agency domain? No,\n\n[30:39] no, no. Because you don't want to say\n\n[30:40] marketing or SEO or anything in that.\n\n[30:41] And my signature line in all the cold\n\n[30:44] emails says tech specialist at Triare\n\n[30:46] HQ. It doesn't say SEO, doesn't say\n\n[30:48] marketer, it says tech specialist. I'm\n\n[30:50] contacting them as a support tech with\n\n[30:52] the directory just to confirm their\n\n[30:54] information, right? That's basically\n\n[30:56] what how I approach it anyways. Um, so\n\n[30:58] then we have the email set up. Again,\n\n[30:59] that's workspace accounts with adding it\n\n[31:01] to instantly. That's the tool that I\n\n[31:02] use. So, um, very easy setup. Uh,\n\n[31:05] contact list, scrape contacts, excuse\n\n[31:08] me, uh, scrape contacts, cleaning\n\n[31:09] format, verify emails. Again, that can\n\n[31:11] all be done on both the scrape and\n\n[31:13] scrape your contacts.\n\n[31:14] Uh, those I use out scraper. That's what\n\n[31:16] I\n\n[31:16] And I also mentioned browser AI is a\n\n[31:18] pretty good one, too. That's that's a\n\n[31:20] nice one.\n\n[31:21] Cold email prospecting, that's the\n\n[31:23] sequencing, setting up the campaigns,\n\n[31:25] adding the list, etc., and then starting\n\n[31:27] the sequence. Uh, that's a three-day\n\n[31:29] cold email sequence. Uh, we actually use\n\n[31:31] a fiveday code email sequence. So, it's\n\n[31:33] it's one every other day for 10 days.\n\n[31:35] And guys, just I'm sure you all heard\n\n[31:37] it. You know, we get the highest\n\n[31:38] response rate on email four and five,\n\n[31:40] just to be clear. Okay.\n\n[31:43] Uh, got questions or need help. Um,\n\n[31:45] Humpday Hangouts, guys, we've been doing\n\n[31:46] that for over 11 years on Wednesday. Um,\n\n[31:48] over 11 years. So, if anybody ever has\n\n[31:51] any questions about anything like this\n\n[31:52] whatsoever, come check us out Hangouts\n\n[31:54] on Wednesdays at 4 PM YouTube Savannah\n\n[31:57] Mastery um channel. And uh we're happy\n\n[31:59] to answer any questions or you could\n\n[32:01] always book a a call with me. So any\n\n[32:03] questions guys?\n\n[32:05] Wow. Um\n\n[32:07] more questions.\n\n[32:09] Oh yeah, I got question.\n\n[32:11] Where uh where's the other?\n\n[32:13] Oh here\n\n[32:16] and then repeat the question\n\n[32:19] for the for the people online.\n\n[32:21] Okay.\n\n[32:24] You had the question Dory or\n\n[32:26] Yeah. Uh, do you ever do email blasts\n\n[32:28] and if so, what do you use?\n\n[32:30] What do you mean email blast?\n\n[32:31] Big email blast like to your whole list?\n\n[32:34] Yeah. Well, I so I have a newsletter. We\n\n[32:37] just switched to beehive and I've got\n\n[32:39] somebody in house now, but I was using a\n\n[32:40] company called the newsletter pro. They\n\n[32:42] they managed it and everything for three\n\n[32:44] years both for semantic langare hq every\n\n[32:46] other week, every two weeks. Um, we just\n\n[32:49] switched over to beehive. So that's what\n\n[32:50] I use as kind of a newsletter.\n\n[32:52] So once once they get\n\n[32:53] email out beehive does that. Okay. Yeah.\n\n[32:56] Yeah. So, we use emails as our broadcast\n\n[32:59] email system.\n\n[32:59] What's your open rate on those?\n\n[33:01] Um, I don't know because we just\n\n[33:02] switched this month. Okay. Just switched\n\n[33:03] this month. So,\n\n[33:06] but by the way, the newsletter works\n\n[33:07] great, too. I mean, like every other\n\n[33:08] week I get tree guys that will contact\n\n[33:10] me and they say, \"Well, I've been\n\n[33:12] getting your newsletter for a year and a\n\n[33:14] half and finally decided to reach out.\"\n\n[33:16] So, that's why I said you just you set\n\n[33:17] this in motion, guys, and you just let\n\n[33:19] it run. And then in six months from now,\n\n[33:21] you're going to have deals start popping\n\n[33:23] just like that. And it's not from\n\n[33:24] anything. It's not from hard sales\n\n[33:26] closing tactics or none of that. It's\n\n[33:27] not high pressure, nothing. I don't do\n\n[33:29] that to my tree guys. It turns them off.\n\n[33:31] They'll cuss you out in a heartbeat, you\n\n[33:33] know. And so I I I very gently pull them\n\n[33:36] to to me by just staying in\n\n[33:38] communication and trying to offer\n\n[33:40] something of value.\n\n[33:41] So what do you use as a conversation\n\n[33:43] starter when sending out leads for your\n\n[33:45] link building?\n\n[33:46] Uh now it's, you know, question type\n\n[33:48] quick question types emails. Do you are\n\n[33:50] you looking to take on more SEO clients?\n\n[33:52] And you know, now we use a lot of the AI\n\n[33:54] SEO angles in our pitch.\n\n[33:57] So, and uh that's that's a really\n\n[33:59] popular thing. If you talk about AI SEO\n\n[34:01] with any SEO agency, most SEO agency\n\n[34:03] guys, I'm sure you know, don't know what\n\n[34:05] the hell they're doing. Okay? As a white\n\n[34:06] label service provider, I see the\n\n[34:09] shittiest work you can ever imagine on a\n\n[34:11] regular and daily basis. And uh these\n\n[34:13] the we were talking about this the other\n\n[34:15] day. I think agencies should be ashamed\n\n[34:16] of themselves being out there selling\n\n[34:18] the shitty SEO work that they're\n\n[34:20] selling. Um it's it literally is\n\n[34:22] unethical in my opinion. So\n\n[34:23] agree 100% guys. That's why I commend\n\n[34:27] all of y'all. I'm very proud that y'all\n\n[34:29] taking steps always continuously to try\n\n[34:31] to be better because I'm always doing\n\n[34:33] the same. I'm forever learning too,\n\n[34:35] right? But the unethical part like\n\n[34:37] taking someone's money and not being\n\n[34:39] able to deliver. [clears throat] Just\n\n[34:41] think about if it was your mother or\n\n[34:42] your father or your aunt, you know, like\n\n[34:44] that's all your grandmother. That's\n\n[34:45] that's what I always tell people. Like\n\n[34:47] you got a question, Charles?\n\n[34:48] Yeah. Uh you mentioned um looking up\n\n[34:50] industries, finding a growing a growing\n\n[34:53] industry. Are there certain data points\n\n[34:54] you're looking for to determine that\n\n[34:56] this industry is growing certain places?\n\n[34:59] Google trends, Google trends, the\n\n[35:00] easiest thing in the world. Just go and\n\n[35:02] just look at category level terms. Um\n\n[35:05] category level terms like again local\n\n[35:07] focusing.\n\n[35:08] Oh, I'm sorry. We asked the question.\n\n[35:11] I'm sorry. Um I just want to know the\n\n[35:14] data points for determining if an\n\n[35:15] industry is growing.\n\n[35:16] Okay. Yeah. So, I use Google Trends.\n\n[35:18] Like I said, it's super easy. I just go\n\n[35:19] look at the Google business category\n\n[35:21] terms like, you know, that's broad\n\n[35:24] terms, right? So, I always just look at\n\n[35:25] that and see is it is the and set the\n\n[35:27] time frame to five years, the last five\n\n[35:29] years. And all you want to see is either\n\n[35:31] steady evergreen demand or increasing\n\n[35:34] demand. If you see it declining, don't\n\n[35:35] go after that. Just looking at simple\n\n[35:37] SEO.\n\n[35:38] And quick tip on that with Google\n\n[35:40] Trends, right? Make sure you put enough\n\n[35:42] of a time period on it because I'm\n\n[35:44] telling you, I manipulate Google Trends.\n\n[35:47] all the time. Like I I\n\n[35:50] can't do it too short of a time. You're\n\n[35:51] not gonna get realistic data.\n\n[35:54] One of I don't know if you guys have\n\n[35:56] seen like Bradley has goes really deeper\n\n[35:59] in Google Trends. I recommend to reach\n\n[36:01] out to him because I've learned a lot a\n\n[36:03] lot. It looks like a simple tool but you\n\n[36:06] can get a lot of data.\n\n[36:09] What a gem. [laughter]\n\n[36:11] And one question here is for when you\n\n[36:14] have a directory you used to get\n\n[36:16] traction by itself because it's like\n\n[36:19] you're you're getting long tail keywords\n\n[36:22] right but do you apart from that some\n\n[36:25] link building to your your homepage or I\n\n[36:28] mean like\n\n[36:28] for the directory?\n\n[36:29] Yeah. Yeah. I mean initially of course\n\n[36:31] uh now I I you know I don't do any\n\n[36:33] intentional link building to the\n\n[36:34] directory other than through the client\n\n[36:37] listings. Like in other words, if I have\n\n[36:38] a client, we do link building to their\n\n[36:40] listing as part of their retainer\n\n[36:42] package, their link building services.\n\n[36:44] So my directory gets list links from\n\n[36:46] from client listings. But that's that's\n\n[36:48] basically it. And you know, there was a\n\n[36:50] period of time where I ranked number one\n\n[36:51] for tree care or tree uh uh tree service\n\n[36:55] directory. I ranked number one to number\n\n[36:57] three for like two and a half years and\n\n[36:58] I got a lot of leads from that. But it\n\n[37:00] doesn't even matter whether it ranks or\n\n[37:02] not. It it's like on page three for now\n\n[37:04] for some reason. I don't even care. It\n\n[37:05] doesn't matter. That's not the point.\n\n[37:07] The point is to initiate the\n\n[37:08] conversation and that's all it's for.\n\n[37:09] You know what I mean? So,\n\n[37:12] do you uh sort of strategically\n\n[37:15] think about the seasonality of your\n\n[37:17] industry and when you're sending this\n\n[37:19] out outreach so it catches them at the\n\n[37:20] right moment?\n\n[37:21] Yeah. And what's it's it's funny. It's a\n\n[37:23] great question by the way because it's\n\n[37:24] tree service is very seasonal. Uh so in\n\n[37:26] the winter months we'll stick to the\n\n[37:28] south southern climate where it's less\n\n[37:30] seasonal change or uh you know the\n\n[37:34] industry is affected less in the south\n\n[37:36] and in the warmer climates. Um but I've\n\n[37:39] also experimented with that a lot.\n\n[37:41] What's crazy is, you know, in the winter\n\n[37:43] time, treat in the industry that I'm in,\n\n[37:45] you know, I'll land a client in the\n\n[37:46] spring and they'll be a client all the\n\n[37:48] way until November, December. And in\n\n[37:51] November, December, they always want to\n\n[37:52] pause their SEO services because it's\n\n[37:55] the winter time and it slows down. So,\n\n[37:57] well, we'll be back in the spring.\n\n[37:58] Problem is, if you do the SEO good\n\n[38:00] enough in the spring, they don't need\n\n[38:02] to. they oftentimes don't have to come\n\n[38:04] back [laughter] and so I've got a lot of\n\n[38:06] turn in my agency and I try to and if\n\n[38:08] they do come back by the way we somebody\n\n[38:10] was saying this the other day the\n\n[38:11] comeback rate is higher\n\n[38:12] yeah it's always higher he was paying\n\n[38:15] five now you're paying 10 uh we got two\n\n[38:18] questions online I'm come back to Pete\n\n[38:20] quick and something just hit me from\n\n[38:21] what Charles asks um a nice way I like\n\n[38:24] to do niche research what I want to get\n\n[38:26] into is go look at what VC is starting\n\n[38:28] they always been buying out certain\n\n[38:30] industries right roofing A drag. Uh you\n\n[38:34] could look it up. I don't want to talk\n\n[38:35] too much, but that's also a good way to\n\n[38:37] look into where you want to set a\n\n[38:39] directory because if BC is investing,\n\n[38:42] it's [clears throat] for a reason.\n\n[38:43] They're doing that market research. Let\n\n[38:45] them spend the money.\n\n[38:47] Do you try to in those off season those\n\n[38:49] people that see like, hey, it's\n\n[38:51] December, let's pause. Do you have like\n\n[38:53] a lower level service? And do you ever\n\n[38:55] try to build that into your initial\n\n[38:56] thing that like, hey, this is how we\n\n[38:58] work is in December we dial it down to\n\n[39:00] X. That's a good good option. I hadn't\n\n[39:03] even thought about doing that. Uh we\n\n[39:05] typically would just try to keep them on\n\n[39:07] reviews, the reviews plan, you know, uh\n\n[39:10] we just do that through high level\n\n[39:11] anyways. It's 99 bucks a month is our\n\n[39:13] bill for that for just reviews\n\n[39:14] management. Uh we try to keep them on\n\n[39:16] that because that, you know, that has\n\n[39:18] the biggest influence on GBP performance\n\n[39:20] right now. As long as your on page is\n\n[39:22] good, then you know reviews and activity\n\n[39:24] engagement signals are the most\n\n[39:25] important thing. So\n\n[39:26] if you if you send them reports in the\n\n[39:27] offse, it might just look Yeah. and like\n\n[39:30] back up.\n\n[39:32] Or if you're charging for reporting, you\n\n[39:33] know, like you keep them at a little bit\n\n[39:35] of a level.\n\n[39:35] That's right.\n\n[39:36] There's two ways you could do this, too,\n\n[39:38] right? Uh\n\n[39:40] maintenance. All right. So, you can\n\n[39:41] charge a client, hey, look, it's going\n\n[39:42] to cost this amount to get you there.\n\n[39:44] Once I get you there, it's going to cost\n\n[39:46] you this amount to keep you there,\n\n[39:48] right?\n\n[39:48] I call it maintenance mode, right? And\n\n[39:50] pay me more upfront. Instead of paying\n\n[39:52] me 2500 a month for three months for me\n\n[39:54] to do what I really need to do, the\n\n[39:56] first month is 7,500. Bro, let's get to\n\n[39:58] it. It's your work that needs to be\n\n[40:00] done, not mine. Now, if it's seasonal,\n\n[40:02] because I do some season seasonal stuff\n\n[40:04] rev share wise, then it's, hey, look,\n\n[40:07] this is what I want during this part of\n\n[40:09] the season, and then I know it's hard\n\n[40:10] for you to eat during this part, so we\n\n[40:12] going to tame that [ __ ] down, right?\n\n[40:15] Swing like a mini max, 10% when it's\n\n[40:18] cold, 20 55% whatever it is. So, those\n\n[40:20] are two options. You could do the\n\n[40:22] maintenance mode or seasonal mode.\n\n[40:23] Build it in.\n\n[40:24] Build it in from the start, which gains\n\n[40:26] trust. Because if you go to a guy,\n\n[40:28] right, and you're like, \"Yo, bro, look,\n\n[40:29] I work with this [ __ ] all the time. I\n\n[40:31] know how it is. We January, so we gonna\n\n[40:34] do it.\" Me and my bang bang. Look at the\n\n[40:37] proof, the case studies. Of course,\n\n[40:38] they're going to say yes because you're\n\n[40:39] not the marketer trying to beat them in\n\n[40:41] the [ __ ] head, right? There's there's\n\n[40:43] two things. I can either make money off\n\n[40:45] of you or I could make money with you.\n\n[40:49] And when you tell a business owner, I\n\n[40:51] want to make money with you and this is\n\n[40:54] all I bring to the table and I\n\n[40:56] understand your industry\n\n[40:58] with this. H [laughter] and I've been\n\n[41:00] wanting to do this for so long, but when\n\n[41:02] you first started it, the GHL,\n\n[41:05] bro, he's been doing this FOR AND I\n\n[41:07] PROMISE YOU I'mma get on this [ __ ] and\n\n[41:09] I'mma help it. I'mma make it easy for\n\n[41:11] all of y'all because remember that's\n\n[41:12] part of what I said I was gonna do. So\n\n[41:14] very excited. Uh did you you had a\n\n[41:17] question, sir? Let me let me just one\n\n[41:19] more thing I want to add to what you\n\n[41:20] asked specifically about seasonality. Uh\n\n[41:22] what I found was really interesting is\n\n[41:24] tree guys during the winter because it\n\n[41:26] is slow they're not really receptive to\n\n[41:29] additional marketing services until\n\n[41:32] right about the start of the spring\n\n[41:33] season starts to come in and then\n\n[41:34] they're frantic about like and so I've\n\n[41:37] learned that's an actually really good\n\n[41:38] way to target the tree guys or on a\n\n[41:40] conversation with them because we're\n\n[41:41] still prospecting through all the winter\n\n[41:43] months too. And so when we get them on a\n\n[41:44] call, I tell them like, \"Look, yeah, I\n\n[41:46] understand. Right now it's middle of\n\n[41:47] January. You probably don't got a lot of\n\n[41:48] work, but March and April are coming.\n\n[41:51] You know what I mean? And you got to get\n\n[41:52] started because if you wait until the\n\n[41:54] busy season to start, you won't get the\n\n[41:57] performance that you need until the end\n\n[41:59] of the season, you know, or sometime in\n\n[42:01] the middle of the busy season. So I\n\n[42:02] always try to convince them like just\n\n[42:04] you know make it make it logical for\n\n[42:06] them like hey we need get give us at\n\n[42:08] least 30 days six weeks prior to the\n\n[42:11] start of the business season so we can\n\n[42:12] kind of get a jump start on this for you\n\n[42:14] and then that typically is they're like\n\n[42:15] okay yeah that makes sense you know and\n\n[42:17] that's why again I always guys I always\n\n[42:19] pitch one of my frontend low offer\n\n[42:20] services we got local lead generation\n\n[42:22] sites we charge $99 a month for that so\n\n[42:24] if they if they just need a site we'll\n\n[42:26] do that for them uh uh the Google\n\n[42:28] business basic SEO which is just\n\n[42:30] optimizing the listing publishing Google\n\n[42:32] business post for them and yes power\n\n[42:34] listings that's all I do for that it's\n\n[42:35] $99 a month and then we have the lead\n\n[42:37] gen excuse me um sol what I call shaking\n\n[42:40] the bushes so if you shake a bush shake\n\n[42:41] the bushes money falls out that's the\n\n[42:43] list reactivation and review\n\n[42:44] solicitation campaign again that's $99 a\n\n[42:47] month and if they I also have a AI\n\n[42:49] answering service so that's $1.99 a\n\n[42:52] month and 15 cents per minute usage and\n\n[42:54] so on the call I've got front-end offers\n\n[42:56] that likely they're going to need one of\n\n[42:58] those if not a combination of them but\n\n[43:00] if they're not ready to pull the trigger\n\n[43:02] on multiple services at one time or a\n\n[43:04] full-on you know retainerbased package\n\n[43:06] that includes everything then I always\n\n[43:08] lead with reviews and because again with\n\n[43:11] reviews I can if they have a contact\n\n[43:13] list a customer list within 30 days I\n\n[43:15] can show most of the time performance\n\n[43:18] gains in the GBP and I don't tell them\n\n[43:19] that that's not what I pitch on the re\n\n[43:21] about the review service the review\n\n[43:23] service is we're going to help you\n\n[43:24] generate more reviews and then as an\n\n[43:26] unintended consequence right when\n\n[43:28] whenever their GBP kind of blossoms\n\n[43:30] because we do a high velocity review\n\n[43:32] campaign, then I use that as an upsell\n\n[43:35] point because then I show them, hey, by\n\n[43:37] the way, we you see your reviews and\n\n[43:39] they're like, yeah, this looks great.\n\n[43:40] And I say, well, let me show you what\n\n[43:42] else happened. And then I show them the\n\n[43:43] local search grid report that is now a\n\n[43:45] hell of a lot more green than there used\n\n[43:46] to be. And I say, you understand this is\n\n[43:48] because of the review velocity, but we\n\n[43:50] can't keep this pace up because we were\n\n[43:52] contacting. So, if you want this to\n\n[43:54] stick, we've got to optimize your\n\n[43:56] listing better. we got to have a better\n\n[43:58] site or optimize better site, you know,\n\n[44:00] all that kind of stuff. So, we use that\n\n[44:01] kind of performance gain from the $99 a\n\n[44:04] month service to then upsell them to\n\n[44:06] higher level retainer packages. That's\n\n[44:08] clear.\n\n[44:11] Yeah.\n\n[44:12] Okay.\n\n[44:14] Well, I really wasn't going to ask a\n\n[44:16] question. I was just because this is\n\n[44:18] really kind of like we're not supposed\n\n[44:20] to be pitching. I'm pitching for this.\n\n[44:22] Okay. I I've been through this for this\n\n[44:25] course. won this. He, you know, like\n\n[44:28] just what he just said. Did you realize\n\n[44:31] how much [ __ ] he just gave everybody in\n\n[44:34] just that little big answer, you need to\n\n[44:36] get on one of these calls with him and\n\n[44:38] you need to get\n\n[44:38] Well, thanks, man.\n\n[44:39] Find out more. Go into it deeper and get\n\n[44:42] the real info. So, there you go. Thank\n\n[44:45] you, man.\n\n[44:46] Your checks in the mail.\n\n[44:49] [laughter]\n\n[44:50] Two quick questions. the uh you said you\n\n[44:53] were doing the link building to build\n\n[44:55] links to your own asset while you're\n\n[44:57] simultaneously helping them. Do you do\n\n[44:58] that for each individual listing you do\n\n[45:01] external links building into so like I I\n\n[45:03] just pulled up I haven't even checked\n\n[45:04] the back links I I saw a great name here\n\n[45:06] in Dallas for arborist Leatherface.\n\n[45:09] So pretty cool. So, I haven't even\n\n[45:10] looked at the URL, but do you build\n\n[45:12] links to those deeper pages or more to\n\n[45:14] like just the arborist category or just\n\n[45:16] or back to your your root domain to\n\n[45:17] build up the brand authority for HQ?\n\n[45:20] Uh, for from Street HQ? Yeah.\n\n[45:22] Yeah. Again, I did link building for\n\n[45:23] about a year and a half to it\n\n[45:24] intentionally and like like just to try\n\n[45:27] to boost the overall metrics of the\n\n[45:28] domain and everything else. And then,\n\n[45:30] you know, last two years, three years or\n\n[45:31] whatever, we just build links to client\n\n[45:33] listings. That's it.\n\n[45:34] So, so if I check other or whatever\n\n[45:36] would have a a listing,\n\n[45:38] right? And if I in in my white label\n\n[45:39] services too for link building if if\n\n[45:42] it's if one of my clients has tree\n\n[45:44] service landscaping or excavator clients\n\n[45:46] and if you look at my director we also\n\n[45:48] have landscaping and excavators as\n\n[45:49] categories but it's not it's only\n\n[45:51] because some tree guys also have those\n\n[45:53] as additional business categories. Um\n\n[45:55] but we really just focus on tree guys u\n\n[45:58] tree services. Uh so anyways uh the\n\n[46:00] directory site um you know we'll we'll\n\n[46:03] build links to the directory site\n\n[46:05] through the listings for clients and\n\n[46:07] then also for semantic links clients if\n\n[46:09] it's a landscaper excavator for tree\n\n[46:12] service contractor we also use that as\n\n[46:14] another citation point if that makes\n\n[46:16] sense and then build some tier 2 links\n\n[46:18] to that as well.\n\n[46:19] Got it. The other question I was Thank\n\n[46:20] you because that that helps because I\n\n[46:22] was gonna ask\n\n[46:23] on that I'll when I schedule a call I'll\n\n[46:25] go in just questions regional local\n\n[46:28] directories as well. So say Dallas Fort\n\n[46:29] Worth about\n\n[46:31] I I I didn't realize I forgot I bought\n\n[46:33] it one night you just angry by some\n\n[46:34] domains. Okay. Yeah [laughter] we might\n\n[46:36] have that once\n\n[46:37] might have had some alcohol\n\n[46:40] [clears throat]\n\n[46:41] buying Dallas Fort Worth crypto.com so\n\n[46:44] local business directory like that. So\n\n[46:46] let's say at best 1% of local businesses\n\n[46:48] and might even be less right now would\n\n[46:50] accept it. Have you seen that work yet\n\n[46:52] for currency based motivated purchases\n\n[46:54] as a justification for a local\n\n[46:56] directory? Did you do exactly?\n\n[46:57] I haven't seen that but it sounds it's a\n\n[46:59] great idea. Why not?\n\n[47:00] Okay. I just I don't know if there any\n\n[47:01] best practices for something because\n\n[47:03] it's it's a regional and it's multi-\n\n[47:05] niche [clears throat] but so it it it's\n\n[47:07] going wide and deep and then but it's\n\n[47:09] narrowed by the modification of the\n\n[47:12] purchased desire by the customer using\n\n[47:14] some form of currency.\n\n[47:16] Thank you. Yeah.\n\n[47:17] Yeah.\n\n[47:18] I think that's especially in the age of\n\n[47:20] AI people are especially in the age of\n\n[47:23] AI people are going to be asking those\n\n[47:25] questions to the AIS and if you're the\n\n[47:27] only one answering that\n\n[47:29] Yeah. That's true. Yeah,\n\n[47:30] that's family like those like the close\n\n[47:32] rates on those are going to be\n\n[47:33] fantastic.\n\n[47:39] Uh we have a question from Peter. Can\n\n[47:42] you use subdomains as separate domains\n\n[47:44] for cold email instead of\n\n[47:50] unique domain domains? Are they treated\n\n[47:52] differently?\n\n[47:53] I don't know because I use workspace\n\n[47:54] emails and it's always be a root domain,\n\n[47:57] not subdomain. I don't know if anybody\n\n[47:58] else can answer that,\n\n[48:00] Brian.\n\n[48:01] Yes.\n\n[48:01] Yes, you can. Okay.\n\n[48:03] Works no different than\n\n[48:06] Hold on, Kait. Hold on though because\n\n[48:08] the guy the question was from online.\n\n[48:09] So, you can you can create a subdomain\n\n[48:11] email on a workspace. No kidding.\n\n[48:14] Well, so workspace is a little bit\n\n[48:16] different because you have to have a\n\n[48:17] separate subscription for that. But if\n\n[48:19] you're using something like a pop three\n\n[48:21] email, anything like that, you can\n\n[48:23] create as many subdomains as you want.\n\n[48:25] No different than if you have like a\n\n[48:26] subdomain on your uh just regular, you\n\n[48:30] know, primary domain. You could create,\n\n[48:32] you know, dubdubdub, you know, leads,\n\n[48:36] you know, right online. That you do the\n\n[48:38] same thing with emails. So, one other\n\n[48:40] thing that I I will echo too is that,\n\n[48:42] you know, if anyone isn't following you,\n\n[48:45] I I would definitely echo your your\n\n[48:47] statement as well. Like\n\n[48:49] I got uh you know I I've been following\n\n[48:52] Bradley for years and as far as like I\n\n[48:55] mean as far as like this kind of stuff\n\n[48:58] it works and it's foundational to a lot\n\n[49:01] of the kind of stuff that we do.\n\n[49:02] Yeah. Absolutely. Look, I mean the\n\n[49:04] biggest thing, guys, you know, we've\n\n[49:05] been coaching local SEO, like a lot of\n\n[49:08] entry- level people to be honest with\n\n[49:09] you, for for years. And uh the biggest\n\n[49:11] issue that we hear on my onboarding\n\n[49:13] calls for my mastermind community, I\n\n[49:14] always give 30 minutes one-on-one call\n\n[49:16] with the the new the new member. And\n\n[49:18] it's just that get to know them, right?\n\n[49:19] And um and to find out about their\n\n[49:21] businesses, their challenges, etc. And\n\n[49:22] the most common thing that I hear, the\n\n[49:24] two most common things I hear is lack of\n\n[49:26] ability to get clients. Number two is\n\n[49:28] lack of confidence in producing results.\n\n[49:29] Those are the two biggest issues that I\n\n[49:31] hear the most often. And so, uh, you\n\n[49:34] know, this is specifically addressing\n\n[49:35] the lack of clients. I mean, it's just\n\n[49:38] such a good way to do it. I'm not\n\n[49:39] getting like even my goal for 2026 is\n\n[49:42] not to continue growing through J HQ.\n\n[49:43] I'm not going to shut it down, but I\n\n[49:46] want to focus on my white label\n\n[49:47] services, but and yet I'm still closing\n\n[49:49] new tree clients because I just got this\n\n[49:51] pipeline that's just full of leads,\n\n[49:52] right? And they're just I'm not going to\n\n[49:53] turn it down, you know what I mean? So,\n\n[49:55] of course, and it's systematized. So,\n\n[49:58] managing tree guys quite easy for me. uh\n\n[50:00] because we got you know we've been doing\n\n[50:01] it for so long. So\n\n[50:03] um Bernard is asking what are the\n\n[50:05] benefits of using Google Workspace and\n\n[50:08] what does your first cold call letter\n\n[50:11] talk about?\n\n[50:12] Well again it's just it's a it's five\n\n[50:14] emails uh go out every other day across\n\n[50:16] 10 days that are basically and instantly\n\n[50:18] you set up spin tax and all that which\n\n[50:20] makes increase deliverability a bit. So\n\n[50:21] they just it's it's the same email. Same\n\n[50:24] email just multiple variations just\n\n[50:26] saying hey you know what is your uh we\n\n[50:28] are trying to confirm or verify your\n\n[50:30] company contact information for your\n\n[50:32] listing on the tree HQ directory. Here's\n\n[50:34] what we have. Is this accurate? If not\n\n[50:36] reply back provide any corrections or\n\n[50:38] any missing data. And again we\n\n[50:39] intentionally leave the website field\n\n[50:41] blank every time. Okay. And we get\n\n[50:43] almost\n\n[50:45] probably half of our replies are are\n\n[50:47] just to give us the website which now\n\n[50:48] that's positive reply. Okay. um as far\n\n[50:51] as why do we use workspace because from\n\n[50:53] my testing that has the highest\n\n[50:55] deliverability in inboxing if it's a\n\n[50:56] healthy domain and so getting back to\n\n[50:58] the other question where he was asking\n\n[50:59] about subdomains I just mentioned on you\n\n[51:01] know previously the top of the call or\n\n[51:03] uh my session here that we've got\n\n[51:05] domains that I've been using for four\n\n[51:07] years no kidding cold email and they're\n\n[51:09] still inboxing no problems occasionally\n\n[51:11] that that so you don't need many I've\n\n[51:13] got about maybe eight cold sending\n\n[51:15] domains that I use and I just cycle\n\n[51:17] through them I'll select four at a time\n\n[51:19] for each campaign aign and so I'll have\n\n[51:21] two campaigns running simultaneously and\n\n[51:23] then I have a handful of domains too\n\n[51:25] always in backup in the warm-up system\n\n[51:27] that are not being used other than just\n\n[51:28] in warming so that in case one burns\n\n[51:30] I've got one to replace it with and when\n\n[51:32] I say burn all it does is when I see my\n\n[51:34] health score drop and instantly b down\n\n[51:37] below 96% when it gets to 95 that's when\n\n[51:40] I take it out of rotation and just leave\n\n[51:42] it in warm-up and over the course of the\n\n[51:43] next four to six weeks it's usually\n\n[51:45] ticks back up to 99%\n\n[51:47] So,\n\n[51:49] any other questions?\n\n[51:53] Don't make me walk all the way back\n\n[51:55] there. I got you. I got you.\n\n[52:02] So, I know you focus on the tree\n\n[52:04] trimming industry for your agency.\n\n[52:07] Do you have a lot of times where you'll\n\n[52:09] ever have clients have an address versus\n\n[52:12] a service area? Because you mentioned\n\n[52:13] they're all service areas. or do you\n\n[52:15] ever change it to an address to increase\n\n[52:16] rankings? I know we talked a little\n\n[52:18] about the other day, but I mean some of\n\n[52:19] the clients we talked to that we\n\n[52:21] recommend putting an address. They're\n\n[52:22] worried about being suspended in that\n\n[52:24] industry.\n\n[52:25] Yeah, we'd love to hear your feedback on\n\n[52:26] that.\n\n[52:27] Great question. And so, yeah, all tree\n\n[52:29] service companies are service area\n\n[52:31] businesses, but it doesn't mean their\n\n[52:32] GBP is treated as such, right? We if you\n\n[52:35] publish a street address, I mean, like I\n\n[52:36] always tell my tree service contractors\n\n[52:38] and I talk in their language, right? I'm\n\n[52:41] a former electrical contractor, so I can\n\n[52:43] I can hold my own with tree guys, you\n\n[52:46] know what I mean? And so I always tell\n\n[52:47] guys, it's like, look, if you got if you\n\n[52:48] unpublish your street address, it's like\n\n[52:50] going into a fight with one arm tie\n\n[52:51] behind your back. And tree guys\n\n[52:53] understand that. You know what I mean?\n\n[52:54] They're like, \"Oh, I know that sucks.\" I\n\n[52:55] said, \"Well, then look, I recommend you\n\n[52:57] publish your street address, but there's\n\n[52:59] always the danger of reverification or\n\n[53:02] suspension occurring.\" So, I always tell\n\n[53:04] them, \"It's a roll of the dice, man.\"\n\n[53:06] But as long as if you got a proper uh\n\n[53:08] you know if you're actually operating a\n\n[53:10] business from that location whether it's\n\n[53:12] a home or not it doesn't matter and we\n\n[53:13] can ver validate it. It's very likely\n\n[53:15] we're going to be okay. You might have\n\n[53:17] to go through a period of reverification\n\n[53:18] or whatever but it's very likely. But I\n\n[53:20] always tell them it's up to you\n\n[53:21] ultimately because we can do it without\n\n[53:23] the publishing address but it's going to\n\n[53:24] be a lot more difficult and it's going\n\n[53:26] to take longer. It won't perform as\n\n[53:28] well. And so I let them make the\n\n[53:29] decision because that's fully it's fully\n\n[53:31] on them if they if we do it and it\n\n[53:33] suspends it but they were aware of it.\n\n[53:35] That's why I'm very transparent about\n\n[53:37] that upfront, but I do encourage them to\n\n[53:39] publish a street address when possible.\n\n[53:40] Thanks everybody. [applause]\n\n" }, { "filename": "SEO_Rockstars_2026_Day_2_-_Brian_Kato", "title": "SEO Rockstars 2026: Day 2 - Brian Kato", "video_url": "https://www.youtube.com/watch?v=rAsaQ04dSPQ", "transcript": "[00:04] How's it going everyone? Yeah, thanks\n\n[00:05] thanks for having me here. We're going\n\n[00:07] to talk a little bit about GSC. How many\n\n[00:09] of you guys are really tapping into GSC?\n\n[00:12] Are you in it on the daily like\n\n[00:15] interesting? Okay,\n\n[00:17] this is one of the tools hands down I\n\n[00:19] have killed probably 90% of my tech\n\n[00:23] stack. I said [ __ ] it. I torched it,\n\n[00:25] burned it to the ground, and like all I\n\n[00:28] need is Google Search Console. Now,\n\n[00:30] what's interesting here, let's talk a\n\n[00:32] little bit about what this presentation\n\n[00:33] is, what it is not. Right? So, uh, one\n\n[00:36] of the things with here we go. Um, one\n\n[00:39] of the things with what this is, sorry,\n\n[00:43] do that. There we go. Sweet.\n\n[00:47] A little bit about what it is and what\n\n[00:48] it's not. So, one of the things that\n\n[00:51] this is, it's all about systems\n\n[00:53] thinking. It's understanding patterns,\n\n[00:54] pattern recognition. That's really all\n\n[00:56] Google is. Is when you can start to\n\n[00:58] identify a pattern, when you can start\n\n[01:00] to see those patterns like a where's\n\n[01:02] Wald or magic eye kind of a thing.\n\n[01:04] Things become very clear. It's probably\n\n[01:06] one of the most beautiful and difficult\n\n[01:08] things when you're looking at big data\n\n[01:09] in spreadsheets, right? You're looking\n\n[01:11] at all this data and how can you parse\n\n[01:13] that? How can we get it to a usable\n\n[01:15] format? So, what we're going to talk a\n\n[01:17] little bit about is um we're going to\n\n[01:19] talk about systems thinking, pattern\n\n[01:20] detection, directional inference, and\n\n[01:23] what this isn't is we're not saying that\n\n[01:25] correlation equals cause. Just because\n\n[01:27] we see something doesn't mean this is\n\n[01:29] the de facto way that it is. So, with\n\n[01:32] that said, why would we use GSC? Number\n\n[01:35] one, a lot of our current SEO tools, a\n\n[01:37] lot of the stuff that we have relied on,\n\n[01:39] be it HRES, Semrush, all this other\n\n[01:41] stuff are turning to complete [ __ ] when\n\n[01:45] it comes to AI search because how do you\n\n[01:48] measure it? What are you actually doing?\n\n[01:50] And fundamentally, I think a lot of this\n\n[01:52] goes back to again intent behind the\n\n[01:55] intent. Marty Marian kind of style,\n\n[01:57] right? Understanding visibility, how how\n\n[01:59] your end user thinks, how they feel.\n\n[02:03] Check out Jim's tool, right? It's it's\n\n[02:05] the exact same thing. We want to get\n\n[02:06] inside the psychology of what makes this\n\n[02:10] end user tick. What's going to make them\n\n[02:12] click through? What's going to make them\n\n[02:13] buy my [ __ ] Become a lifelong customer.\n\n[02:16] All of that. So, one of the things with\n\n[02:19] AI queries is that we have seen growth\n\n[02:21] in that. I've heard arguments both for\n\n[02:23] and against it that hey SEO is not gonna\n\n[02:27] SEO isn't dead in spite of what some\n\n[02:29] people say and that AI is gonna you know\n\n[02:32] be belly up soon too whatever I think\n\n[02:35] that no matter how you look at this we\n\n[02:37] need to be poised and prepared\n\n[02:40] to understand if the market turns one\n\n[02:42] way great if it turns the other way and\n\n[02:45] completely different than what we expect\n\n[02:48] who the [ __ ] cares great we can adapt,\n\n[02:52] we can shift, we can pivot. So, it's\n\n[02:54] behavioral shift. And I think that that\n\n[02:56] fundamentally beyond just keyword\n\n[02:59] keyword volume or keyword difficulty or\n\n[03:02] all of these other things or even\n\n[03:04] topical mapping, I think it goes beyond\n\n[03:06] that. And I think we're at the beginning\n\n[03:08] stages of understanding\n\n[03:10] what it is that people are actually\n\n[03:12] feeling, what's going to make them want\n\n[03:13] to move forward with your business. So,\n\n[03:16] the core problem is that AI search\n\n[03:18] behavior isn't really labeled, or is it?\n\n[03:23] AI is not segmented,\n\n[03:26] or is it?\n\n[03:28] And then most SEOs are blind to the kind\n\n[03:30] of change that's actually going on. So,\n\n[03:32] one of the things that we like to do is\n\n[03:34] using regular expressions or reax. Um,\n\n[03:38] are any of you familiar with Reax? How\n\n[03:39] many of you guys Okay, few few hands in\n\n[03:42] here. Sweet. So one of the things that\n\n[03:43] we can do with rejax is it's at a very\n\n[03:46] basic level kind of like what we used to\n\n[03:48] use a spin tax where we say this word\n\n[03:50] this word this word this word and this\n\n[03:52] word filter everything that has that or\n\n[03:55] omit particular words or pick things out\n\n[03:58] of the middle of a sentence or out of\n\n[04:00] the middle of a string or structure. And\n\n[04:02] that's really what we're trying to do\n\n[04:04] with Google Search Console data. What's\n\n[04:06] great, and I I wish Search Console would\n\n[04:09] adjust the way that their their\n\n[04:10] formatting is, but I always thought it\n\n[04:12] was weird that we have clicks, then we\n\n[04:14] have impressions, and like that's kind\n\n[04:15] of asked backwards to me. Why wouldn't\n\n[04:17] you have impressions, then this is how\n\n[04:19] many people click through on it, then\n\n[04:22] look at the click-through rate, you\n\n[04:24] know, and all that, but Google does\n\n[04:27] weird [ __ ] I don't think that surprises\n\n[04:28] any of us, right? The considerations\n\n[04:32] when you're using Reax in particular\n\n[04:34] with Google Search Console is that you\n\n[04:36] need to use what's called RE2 or Reax 2.\n\n[04:39] If you try and do other things like back\n\n[04:41] patterns, um more advanced stuff that\n\n[04:44] would typically work in like Python or\n\n[04:47] other kinds of Reax tools, it's going to\n\n[04:49] [ __ ] up and it's not going to work. So,\n\n[04:52] if you are doing this, you need to add\n\n[04:54] in RE2 formatting for Google Search\n\n[04:58] Console. Very, very important.\n\n[05:00] Otherwise, you're going to be super\n\n[05:01] frustrated, right? But it's easy to over\n\n[05:03] undermatch on stuff. So again, we want\n\n[05:06] to make sure that we're clustering\n\n[05:07] things correctly, that we're actually\n\n[05:09] identifying what is the user intent\n\n[05:10] behind this. We've got some sampling\n\n[05:12] grouping and I'll show you some really\n\n[05:15] interesting things we can do with this.\n\n[05:17] There are limitations within Google\n\n[05:19] Search Console. Unfortunately, they give\n\n[05:21] you a kind of a sample set. There's ways\n\n[05:23] around that in particular with Sheets,\n\n[05:25] which we'll get into. And then also\n\n[05:28] combining sheets with Looker Studio if\n\n[05:30] you're using big thing uh things like\n\n[05:31] BigQuery or larger data sets. Um I know\n\n[05:36] Jose and Dan Curts these guys like big\n\n[05:40] data sets Charles too big data sets\n\n[05:43] right\n\n[05:44] and totally sexy with big data. I like\n\n[05:48] nerding out on that. Right. Lots of data\n\n[05:50] so much. Um but that's what we need to\n\n[05:53] look at. So when we're looking at an\n\n[05:54] analytical implications, what I'm\n\n[05:56] looking at is overall trend. Kind of\n\n[05:59] seeing what the data says and then\n\n[06:00] building a story off of that. I think\n\n[06:03] especially when it comes to reporting or\n\n[06:05] reporting to clients or even reporting\n\n[06:08] internally with our team, if we're not\n\n[06:10] actually looking at what that story\n\n[06:12] says, we can infer a lot of things that\n\n[06:15] may or may not necessarily be correct.\n\n[06:18] So\n\n[06:20] what we want to look at is a lot of\n\n[06:21] people are doing longer phrasing. It's a\n\n[06:24] declarative tone. It's an instructional\n\n[06:26] kinds of thing. And this is specifically\n\n[06:28] because of the way that people search\n\n[06:29] when it comes to AI.\n\n[06:32] And one of the things here, this will be\n\n[06:34] kind of the only software kind of, you\n\n[06:37] know, shout out that I'm going to give\n\n[06:38] in the presentation because again, I've\n\n[06:40] I've killed like probably 90% of my tech\n\n[06:42] sack. SEO gets. If you haven't heard of\n\n[06:45] this software, I highly, highly\n\n[06:47] recommend it. There's a few reasons why.\n\n[06:49] Um, number one, you have filters. And as\n\n[06:53] you can see right here,\n\n[06:57] they have some predefined filters. PAAA\n\n[06:59] is longtail keywords. But then we can\n\n[07:02] also save our filters. The biggest\n\n[07:05] benefit to that with this particular\n\n[07:07] software\n\n[07:09] is that I can look at all of my Google\n\n[07:11] search console and I can actually\n\n[07:13] identify I can set that reax reax\n\n[07:15] expression and look at it globally\n\n[07:19] across all of my sites as opposed to\n\n[07:22] just a single oneoff.\n\n[07:27] And this is actually filtered out\n\n[07:28] specifically for AI based terms. So\n\n[07:32] absolutely beautiful. So, I highly\n\n[07:34] recommend that tool. At any rate, player\n\n[07:36] one, let's get ready. Right. AI mode\n\n[07:38] snitching. This is really, really fun. I\n\n[07:41] highly recommend to to do this when it\n\n[07:44] comes to GSC stuff. This is actually a\n\n[07:47] marriage counseling uh client that I\n\n[07:49] worked with.\n\n[07:51] This is straight from AI mode. So if we\n\n[07:54] read this, the problem with saying\n\n[07:56] something hurtful during the a heated\n\n[07:59] conflict is you can damage your\n\n[08:00] relationships because a you have to let\n\n[08:03] the other person speak. B you won't win\n\n[08:06] the argument. C you can't take back what\n\n[08:08] you said. D you shouldn't try to\n\n[08:10] convince people. Please select the best\n\n[08:12] answer from these choices.\n\n[08:15] This is straight from AI search.\n\n[08:19] Or we can get super spicy with stuff. If\n\n[08:23] you can't read this,\n\n[08:25] here it is. Clearly, I can see that\n\n[08:28] either someone has fat fingered this,\n\n[08:30] mistyped it, or whatever. But\n\n[08:34] why does my husband still reach out to\n\n[08:36] his previous affair partner? I'm a\n\n[08:38] Christian woman. He says that I'm not\n\n[08:40] sure what she's saying here, but he\n\n[08:41] doesn't have to walk with Jesus, yet we\n\n[08:43] don't find affairs in counseling. We've\n\n[08:45] tried it. Blah blah blah blah blah. He's\n\n[08:48] made strides, and my heart breaks. I'm\n\n[08:51] committed to staying with him fully\n\n[08:52] through this. I am concerned.\n\n[08:56] Excited and concerned. Like it's a mixed\n\n[08:59] bag right here. Right.\n\n[09:00] So this is crazy. Like like I understand\n\n[09:05] what y'all seeing, right? Like the query\n\n[09:08] that came in the referral right into the\n\n[09:11] GSC. That's not a keyword, bro.\n\n[09:14] That's not even a paa, right? What it\n\n[09:16] is, it's a it's a user on a [ __ ]\n\n[09:19] journey. Sounds like she might want a\n\n[09:20] private eye. That's what I got out of\n\n[09:21] it.\n\n[09:27] This is from Google Search Console.\n\n[09:31] When you apply certain reax filters, you\n\n[09:33] uncover this.\n\n[09:36] It's crazy. Player two, let's get ready.\n\n[09:38] Right. This is a plumbing contractor.\n\n[09:41] Best toilet best toilet cleaners is the\n\n[09:43] actual page that is serving this. And so\n\n[09:46] also, if you aren't familiar with this,\n\n[09:48] in Google Search Console, you can define\n\n[09:50] the page and then see all of the queries\n\n[09:53] and keywords that that page potentially\n\n[09:55] ranks for or has appeared in Google\n\n[09:57] search for. This one here. I'm an\n\n[09:59] affluent, financially secure millennial\n\n[10:01] in a large ethnically diverse household\n\n[10:03] with kids, pets, and I show a strong\n\n[10:06] preference for name brand cleaning\n\n[10:07] products with advanced features,\n\n[10:09] demonstrating the highest usage of\n\n[10:11] specialized disinfectants, and maintain\n\n[10:13] a generally positive but cautious\n\n[10:16] attitude towards cleaning, balancing\n\n[10:18] efficiency with safety concerns. Can you\n\n[10:20] recommend some manual toilet bowl\n\n[10:23] cleaner brands that have that are the\n\n[10:26] best for deep cleaning tips for each\n\n[10:28] brand? Give me the pros, the cons, and\n\n[10:31] the context of deep cleaning.\n\n[10:34] This is not [ __ ] you're going to find\n\n[10:36] anywhere in Href, Semrush, any of this\n\n[10:40] kind of stuff for queries. This tells me\n\n[10:42] what the buyer is thinking when they're\n\n[10:45] thinking it.\n\n[10:48] Yeah,\n\n[10:50] exactly. I'm a younger millennial or Gen\n\n[10:52] Z consuming large household thing. And\n\n[10:54] so we can get into this, right? We can\n\n[10:57] see in bullet one over here. Bullet two.\n\n[11:00] We can filter by page. See all the\n\n[11:02] queries you're recognized for. You can\n\n[11:04] use the the SEO secret tool. How many of\n\n[11:06] you guys know what that is? F option F.\n\n[11:10] It's the one tool I'm surprised no SEO\n\n[11:12] [ __ ] talks about. If it's not on the\n\n[11:15] page, you're going to get tested for it\n\n[11:17] in Google, but it's going to be really\n\n[11:19] tough for you to rank. Easiest thing to\n\n[11:21] do, controlF, see if it's on the page.\n\n[11:23] If it's not there, [ __ ] put it on the\n\n[11:24] page, and you will rank for it. It's\n\n[11:26] surprising. Oh my god. Smok and mirrors,\n\n[11:29] blackbox, crazy [ __ ] If you talk about\n\n[11:33] it, if you mention it, it increases your\n\n[11:36] chance of ranking for it. It's amazing,\n\n[11:38] right?\n\n[11:39] And so you can also add these things to\n\n[11:41] your FAQ. If you want to talk hidden\n\n[11:43] fields, if you want to talk the LLMS\n\n[11:45] text file, any of this stuff, you can\n\n[11:47] take all of these queries. If it's not\n\n[11:49] on your page, [ __ ] put it on your\n\n[11:50] page,\n\n[11:52] request Google to crawl it, take a look\n\n[11:54] at it, and watch what happens to your\n\n[11:56] rankings. I think you'll be pleasantly\n\n[11:57] surprised,\n\n[11:59] right? Not difficult at all for this.\n\n[12:03] All right, so let's talk a little bit\n\n[12:05] about the boss battle.\n\n[12:07] Google Search Console. Again, you are\n\n[12:10] limited within GSC. I'm not crazy about\n\n[12:13] the format, hence why I like SEO gets.\n\n[12:16] It's a little nicer format, cleaner\n\n[12:17] interface, all that.\n\n[12:20] When you're doing Google Search Console,\n\n[12:22] open up Looker Studio, connect your GSC\n\n[12:26] account.\n\n[12:28] When you add data to your report, and\n\n[12:30] you're just creating a sample report,\n\n[12:32] stupid simple here, right? These are all\n\n[12:33] free tools. I highly recommend that.\n\n[12:35] kill 90% of your tech stack to save\n\n[12:38] money. Go on a vacation with your\n\n[12:39] family. What we're going to do is we'll\n\n[12:41] go Looker Studio. We're going to connect\n\n[12:43] your account. And then what we're going\n\n[12:45] to do is we're going to look at URL\n\n[12:47] impressions. Right\n\n[12:50] over here, we're going to go into URL\n\n[12:52] impressions and we're going to connect\n\n[12:54] web. This is different. A lot of people\n\n[12:57] when they're connecting GSC, they're\n\n[12:59] going to go website or site impression.\n\n[13:01] I don't want that. I want to see the\n\n[13:03] individual URL impressions. Okay,\n\n[13:08] we're going to open this up. And the\n\n[13:10] very next things that you guys need to\n\n[13:11] look at here, we'll go right here.\n\n[13:14] Query, landing page. Those are your\n\n[13:16] dimensions. The metrics we're looking at\n\n[13:18] are impressions, URL clicks, and average\n\n[13:21] position.\n\n[13:23] That's what we're looking at. Yeah.\n\n[13:25] I think you have a laser pointer. Oh,\n\n[13:26] okay.\n\n[13:29] Yeah.\n\n[13:30] at the top.\n\n[13:32] I think\n\n[13:37] I'm not seeing at any rate. You guys can\n\n[13:39] take a look at that. But what you're\n\n[13:41] going to do is you're going to filter by\n\n[13:42] those dimensions. What's great about\n\n[13:43] that is now you have a pivot table where\n\n[13:45] you can start parsing this. You can\n\n[13:47] start analyzing the data as you need and\n\n[13:50] you're going to get a much more uh\n\n[13:52] robust kind of look back window for\n\n[13:54] this. So stupid simple to do that. the\n\n[13:57] three dots up in the corner underneath\n\n[14:00] select data range. You're going to click\n\n[14:01] those three dots. It'll allow you to\n\n[14:03] either export as a CSV, Excel file or a\n\n[14:06] Google sheet. I love those. And all\n\n[14:09] three options are perfectly acceptable.\n\n[14:11] You can do all of them. Um whether you\n\n[14:14] want depending on what your use case is,\n\n[14:16] right? Do we want to play with Google\n\n[14:17] Sheets? Do we want to take that data\n\n[14:19] embedded into our website? What do we\n\n[14:21] want to do? Right? So becomes very easy\n\n[14:25] for us to kind of manipulate that data.\n\n[14:28] All right.\n\n[14:31] Maybe cheat codes.\n\n[14:34] How\n\n[14:36] right?\n\n[14:39] Okay. So let's talk a little bit about\n\n[14:41] reax and sheets. Slightly different than\n\n[14:45] what we need to do for Google search\n\n[14:48] console. However, what we can do is we\n\n[14:50] can classify, clean, do this text at\n\n[14:53] scale. If you know me, we're we're going\n\n[14:55] to take it into sheets and then we can\n\n[14:57] go ahead and we can manipulate the data,\n\n[14:59] do all kinds of crazy stuff with that.\n\n[15:02] Um, create anchor text within that.\n\n[15:04] There's a lot of really fun things that\n\n[15:05] we can do.\n\n[15:07] But what we want to look at here, um,\n\n[15:09] and you you'll there's access to one of\n\n[15:12] the, uh, documents that actually has\n\n[15:14] this. You can copy paste it in here.\n\n[15:17] This is a classification reax. So this\n\n[15:19] is kind of what it looks like, right? A\n\n[15:21] lot of code, a lot of craziness. The\n\n[15:23] best part is you really don't need to\n\n[15:24] know it. That's why we have chat GPT.\n\n[15:26] That's why we have claude. Just say I'm\n\n[15:28] looking for a reax that does this,\n\n[15:32] right? It'll spit out the code, validate\n\n[15:34] it, you know, go through just make sure\n\n[15:36] it works. But you'll be able to start\n\n[15:38] filtering this. So this particular one,\n\n[15:40] you can kind of see it a little bit on\n\n[15:42] the side there. What I have is I\n\n[15:44] imported the Google search console data\n\n[15:47] into Google Sheets. Then I ran this if\n\n[15:50] reject match of A2 which is my keyword\n\n[15:53] back on the other side here matches any\n\n[15:56] of this near me open now best top\n\n[15:59] reviews and or it has local contract or\n\n[16:02] it if it has any of those then I want\n\n[16:04] you to list it as local commercial.\n\n[16:08] If it doesn't contain any of that list\n\n[16:10] it is other. So you can set up multiple\n\n[16:13] reaxes. You can nest these things if\n\n[16:15] you're if you get familiar with uh with\n\n[16:18] uh sheet coding expressions, things like\n\n[16:20] that. Or again, chat GPT. That's the\n\n[16:23] beautiful part about this is you can go\n\n[16:24] in, you can modify this code, you can\n\n[16:27] set it up with chat GPT, and you don't\n\n[16:29] need to be a [ __ ] Excel wizard with\n\n[16:32] stuff. This makes it super simple.\n\n[16:34] Right,\n\n[16:35] Brian? Have you tried Gemini Sheets\n\n[16:37] because it has some native integration?\n\n[16:38] It does. it doesn't quite do as good of\n\n[16:41] a job on the code side of things. You\n\n[16:43] would think that it would be like a\n\n[16:44] onetoone and you're just like, \"Yeah,\n\n[16:46] this is great.\" Gemini for some reason\n\n[16:48] doesn't do as great of a job with the\n\n[16:50] reax expressions even in Google Sheets.\n\n[16:53] I didn't mess around.\n\n[16:56] Yeah,\n\n[16:58] just it kind of farts out. Yeah.\n\n[17:02] Like I'll know the advanced formula, but\n\n[17:06] I can't even do it.\n\n[17:08] My my go-to are either chat GPT or\n\n[17:10] claude like either one of those you'll\n\n[17:12] get the it'll get the reax just fine. It\n\n[17:14] it does all this. This is a filter one.\n\n[17:16] So this is a live view. What you can do\n\n[17:18] is you can set your reax max match and\n\n[17:20] then depend on depending on what you\n\n[17:22] want to do with that best. So the B is a\n\n[17:25] break and it's saying disregard whether\n\n[17:27] whether or not it's capitalized, non-\n\n[17:29] capitalized, any of that. But what\n\n[17:30] you're going to do is you're going to\n\n[17:31] look for best, right? I'm looking for\n\n[17:33] intent right here. I'm looking for best,\n\n[17:36] cheap, inexpensive,\n\n[17:38] uh, you know, if you're doing reputation\n\n[17:40] management, scam, reviews, things like\n\n[17:43] that. This will parse all of that data.\n\n[17:45] It dynamically creates it into that\n\n[17:48] column G or wherever you're going to put\n\n[17:49] this, and then it returns the actual\n\n[17:53] page that is being served in Google. One\n\n[17:55] thing I would also mention when it comes\n\n[17:56] to Google Search Console, something you\n\n[17:58] definitely definitely want to be looking\n\n[18:00] at is turn off all of the other\n\n[18:02] parameters except for ranking. What I'm\n\n[18:06] looking for specifically there is I want\n\n[18:08] to see if something pops in and pops out\n\n[18:11] and pops in and pops out. Typically,\n\n[18:14] what that tells me is that the page is\n\n[18:15] doesn't have enough trust or it's not\n\n[18:17] recognized by Google. So, it's going to\n\n[18:20] pop in at position one. And you'll see\n\n[18:22] this a lot of people be like, \"Oh, well,\n\n[18:24] if we rank number one for this really\n\n[18:25] broad keyword like plumbing\n\n[18:29] and you did one time at one point during\n\n[18:32] one day, Google served you. You were you\n\n[18:35] ranked number one and it said, \"Fuck\n\n[18:38] you. You're not worth it.\" No, not going\n\n[18:40] to happen. And it drops you out of\n\n[18:42] search. And then you'll see this and it\n\n[18:44] pops up and then it drops out of search.\n\n[18:46] We never want to see that. I would be\n\n[18:48] much happier in Google Search Console if\n\n[18:52] you were constantly in at like position\n\n[18:54] 20, but a constant position 20 because\n\n[18:58] then I can optimize for it. I know,\n\n[19:00] okay, this is consistently where it's\n\n[19:02] going to appear. Then we can update, we\n\n[19:05] can modify, we can do all of that. The\n\n[19:07] worst thing that can happen is when you\n\n[19:08] start seeing it pop in, out, in, out,\n\n[19:11] in, out, it drops down, and then in,\n\n[19:13] out. You want to rectify that as soon as\n\n[19:16] possible. So just be aware of that when\n\n[19:19] it comes to Google Search Console.\n\n[19:20] Again, if you're looking at that and you\n\n[19:23] see the rank for a particular thing kind\n\n[19:25] of pop in and out, go and look for\n\n[19:26] things like canonical. Go and look at\n\n[19:28] things like, is this a decent page? Is\n\n[19:31] there how can we tune this up? A lot of\n\n[19:33] it's really stupid nonsexy stuff, but\n\n[19:37] it's just do the [ __ ] work, guys,\n\n[19:40] right? It's it's not difficult, but you\n\n[19:44] have to do the work. You have to put\n\n[19:46] that in. There's no magic silver bullet\n\n[19:48] that's going to do that for you. All\n\n[19:49] right,\n\n[19:51] so matching intent. This is a little bit\n\n[19:53] longer of a reax, just a little bit.\n\n[19:57] But what this does is so we can match\n\n[20:00] user intent and then we can also see\n\n[20:02] whether whether or not the buyer intent\n\n[20:05] matches it. So, what we're looking for\n\n[20:07] is I'm looking for are we talking about\n\n[20:10] uh careers, hiring, salary, are we\n\n[20:12] looking at map, location, are we looking\n\n[20:14] at what are we specifically looking for?\n\n[20:17] And this will help filter that, right?\n\n[20:22] Go ahead, download this particular link\n\n[20:25] here, the itty bitty linkstars 2026.\n\n[20:28] This is going to give you guys a uh\n\n[20:31] cheat sheet\n\n[20:33] with some different Reax formulas that\n\n[20:36] we can go in. I'm happy to take\n\n[20:38] questions, happy to go over all this\n\n[20:39] stuff. I know we want to make sure that\n\n[20:41] we're kind of on point for the panel and\n\n[20:44] all that. So, what I want to what I\n\n[20:47] really encourage you guys to do, start\n\n[20:49] playing around with this. Start looking\n\n[20:51] at your Reax examples. start taking a\n\n[20:56] look at what's actually in there. I\n\n[20:58] would love if you guys did this right\n\n[20:59] now, log into your Google search\n\n[21:00] console, try putting in some of those IM\n\n[21:03] searches or the AI prompty type\n\n[21:05] searches. I'd love to hear from you guys\n\n[21:07] while we're right here. Like tell me\n\n[21:08] some of the things that you're seeing.\n\n[21:09] This is like real world [ __ ] you can do\n\n[21:12] right now today.\n\n[21:14] Pull it up. You guys, bro, so real just\n\n[21:17] to end the day, right? We're gonna take\n\n[21:19] a question and live presentation, right?\n\n[21:21] Somebody's gonna pull it. I mean, [ __ ]\n\n[21:23] I'd like to see it.\n\n[21:25] Yeah.\n\n[21:33] Jesus.\n\n[21:34] That was a voice search.\n\n[21:36] Yeah.\n\n[21:38] How could you tell?\n\n[21:42] That's very serious.\n\n[21:45] Let's Let's go back and look at it,\n\n[21:46] right?\n\n[21:47] I think it was.\n\n[21:48] No, it is 100% a voice search.\n\n[21:55] Maybe not.\n\n[21:56] Or she's or she's miskeying stuff doing\n\n[21:59] stuff like that. But you look at this\n\n[22:03] it I would be [ __ ] rage typing. I\n\n[22:06] mean, come on. Look at this, right?\n\n[22:08] Who wouldn't? I don't know what, but she\n\n[22:11] might.\n\n[22:13] You know, this is one of those things\n\n[22:15] that again, you can go in here. You can\n\n[22:16] look at this AI search. Again, another\n\n[22:19] nugget that if you guys Merino talks\n\n[22:21] about this a lot, looking at the top of\n\n[22:23] search, if you're in Google, we'll we'll\n\n[22:27] do some live demo and stuff here, right?\n\n[22:30] If we look at\n\n[22:32] uh what's something I know there's a\n\n[22:34] story computer, so I don't want to like\n\n[22:36] [ __ ] it up, right? Marriage counseling\n\n[22:40] Dallas.\n\n[22:44] Okay,\n\n[22:47] look at all this stuff right up top\n\n[22:48] here.\n\n[22:50] This tells you exactly what you need to\n\n[22:52] be optimizing for. So, in conjunction\n\n[22:53] with what we were looking at in search\n\n[22:55] console, right, we've got AI mode, you\n\n[22:58] need to be optimizing for short videos,\n\n[23:00] forums, maps, images, videos.\n\n[23:04] Then it gets into all this other stuff.\n\n[23:07] But if you're not listed on all of\n\n[23:08] those, you take those Google Search\n\n[23:10] Console Reax expressions, right? We take\n\n[23:14] that, we drop that in, we create short\n\n[23:17] videos, we go into forums, we go into\n\n[23:19] things like uh Kora, Reddit, any of\n\n[23:22] those kinds of things.\n\n[23:24] I'm I've seen some stuff recently online\n\n[23:26] about this, but public Facebook groups.\n\n[23:28] How many of you guys have a public\n\n[23:29] Facebook group?\n\n[23:31] If you don't, like\n\n[23:32] those work really well. I think Joy, you\n\n[23:35] did you write about that recently? Yeah,\n\n[23:37] WE JUST MADE\n\n[23:38] IT SUCKS BECAUSE I'm like this is this\n\n[23:41] was like the secret weapon we've had for\n\n[23:43] a while.\n\n[23:44] Yo, in case all you know how Reddit took\n\n[23:47] over on the forums tab, right? Facebook\n\n[23:50] groups took over a while ago, right? You\n\n[23:52] know, if you've been around me, you\n\n[23:54] know, we've been on that [ __ ] Owning\n\n[23:56] one though is the real power, right?\n\n[23:58] Because then you can control the\n\n[24:00] complete narrative from that date. But\n\n[24:02] in the interim, don't mean you can't get\n\n[24:05] you your client. That's for you to\n\n[24:06] figure out, right? To join a group\n\n[24:09] and get a brand mention in there. Don't\n\n[24:11] try to do links, bro. It's about a brand\n\n[24:14] dimension just like Reddit. Understand?\n\n[24:16] And you don't you're absolutely right.\n\n[24:18] You don't necessarily need the links and\n\n[24:20] stuff. All it is is that mention of your\n\n[24:23] brand, the mention of your brand group.\n\n[24:25] If it's a Facebook group and it's not\n\n[24:26] yours or you just come in with an\n\n[24:28] outbound link, the admin might just boo\n\n[24:30] you or remove the post. But if you do it\n\n[24:33] without the link, it just look like\n\n[24:34] you're trying to recommend a refer.\n\n[24:37] I'm in search console one of my clients.\n\n[24:39] What do I What I do in\n\n[24:42] So there there was the Google doc. Did\n\n[24:44] you get that?\n\n[24:45] Google doc.\n\n[24:46] Okay. Copy and paste that reax in. What\n\n[24:48] you're going to do is you're going to go\n\n[24:49] up to So you're going to go up to the uh\n\n[24:52] in search console, you're going to go up\n\n[24:54] to top where it's filter\n\n[24:56] where it says inspecting URL. You put it\n\n[24:59] there.\n\n[25:00] Let me run back there. I'll take a look\n\n[25:01] here. your computer.\n\n[25:03] Yeah, it's under queries.\n\n[25:06] Yep.\n\n[25:12] Yep. So, filter.\n\n[25:14] Query.\n\n[25:15] Pop that right in. And you're going to\n\n[25:16] instead of this,\n\n[25:18] you're going to go rejax.\n\n[25:19] Okay. Which one do you want me to do?\n\n[25:20] Either one.\n\n[25:22] Uh,\n\n[25:23] you can do like the IM UR. That one\n\n[25:25] works really well. That's AI search.\n\n[25:27] Yeah. Just copy that whole thing.\n\n[25:32] And you're gonna instead of queries\n\n[25:33] containing, you're going to go reax.\n\n[25:37] There you go.\n\n[25:40] So, you haven't been mentioned at all in\n\n[25:42] that one.\n\n[25:42] Okay.\n\n[25:43] Yeah.\n\n[25:44] So, now you can do a different reject.\n\n[25:46] Do the uh\n\n[25:49] uh yeah, do high intent keywords. Check\n\n[25:51] that one out.\n\n[25:55] And then custom reax right there.\n\n[25:59] Copy paste that separately.\n\n[26:00] What I was gonna say got Google search\n\n[26:02] if you guys don't use Google search\n\n[26:04] console\n\n[26:05] those are all queries.\n\n[26:10] All right.\n\n[26:12] How many people are using\n\n[26:14] add filter?\n\n[26:16] Query.\n\n[26:20] Yeah. Either one of them. Do high intent\n\n[26:21] keywords.\n\n[26:26] Yeah. and reax instead of filters custom\n\n[26:29] reax\n\n[26:32] apply. Yep.\n\n[26:36] Those are all the queries high intent\n\n[26:38] keywords that you've appeared for. Now\n\n[26:40] what I'm looking for so this is high\n\n[26:42] intent. We can also look for like I am\n\n[26:44] Yeah.\n\n[26:54] Yes.\n\n[26:59] It would show on the queries.\n\n[27:00] It would show under the queries. Yes.\n\n[27:02] If you don't have any, then it's then\n\n[27:03] you're not appearing.\n\n[27:04] No. No. He means but you don't have\n\n[27:07] if you're looking at the IM queries. IM\n\n[27:10] queries. You are those are your highly\n\n[27:12] uh AI driven queries.\n\n[27:15] So what you're looking for if we go back\n\n[27:18] here, I'm looking at the IM queries. So,\n\n[27:20] let's\n\n[27:23] quickly click into this and I'll show\n\n[27:25] you guys.\n\n[27:28] So, we click into this guy right here.\n\n[27:36] We're in this I am. You are\n\n[27:40] reax right here.\n\n[27:42] This particular one. How many of us\n\n[27:45] prompt like this? you are a fill in the\n\n[27:49] blank. This is what I need you to do.\n\n[27:51] Right? That's kind of how we all search\n\n[27:53] using prompting, right?\n\n[27:55] That's what this does is it's looking\n\n[27:58] for the query that says you are a fill\n\n[28:01] in the blank. Here's what I need you to\n\n[28:04] do. I am a fill in the blank. It's\n\n[28:08] filtering that in your AI query. So\n\n[28:11] anytime\n\n[28:12] ask a test question to make sure. Right.\n\n[28:15] Yeah. If someone were to search, right?\n\n[28:19] You are a research agent and I want you\n\n[28:21] to tell me the top plastic surgeons in\n\n[28:23] Miami for a titty lift. This would\n\n[28:27] that would appear.\n\n[28:28] I just want to make sure.\n\n[28:32] Yes.\n\n[28:37] Oh, wait. Sorry. Sorry. I was supposed\n\n[28:38] to tell yall about Oh, wait. And this is\n\n[28:41] the end. So, ask questions now or Okay,\n\n[28:44] let's do it.\n\n[28:53] Yes.\n\n[28:55] Yeah. I want you to or I want you. You\n\n[28:58] add that in here. Take this reax right\n\n[29:00] here.\n\n[29:02] Yeah. Take that reax. Say throw into the\n\n[29:05] chat GPT. Say add I want you or I want\n\n[29:08] to. Any of those kind of things. It'll\n\n[29:10] append that in there. Copy paste that\n\n[29:12] into your Google search console. It's\n\n[29:14] going to give you all those AI queries.\n\n[29:19] Yeah,\n\n[29:27] you can share it with your uh other\n\n[29:29] accounts.\n\n[29:30] You can invite your other one as a team\n\n[29:32] member. Yeah,\n\n[29:37] one time as long as it's in that\n\n[29:39] singular account. They're like persona\n\n[29:41] profiles, you can you can actually add\n\n[29:43] them all in. I have like I I white label\n\n[29:45] for several clients and so as long as\n\n[29:47] I'm in I can pull it in as a a guest\n\n[29:51] seat or not a guest seat but if I'm I'm\n\n[29:54] in a Chrome profile I can go Chrome add\n\n[29:56] this. It's almost like being logged into\n\n[29:58] multiple profiles at the same time.\n\n[30:00] Yeah.\n\n[30:01] Yeah, that's totally fine. I I have\n\n[30:05] white label clients and like I said I've\n\n[30:06] got probably, you know, five plus\n\n[30:11] Yeah. Yeah. No, it it totally works.\n\n[30:16] No. Nope.\n\n[30:21] Yeah.\n\n[30:38] So whe\n\n[30:51] by locality\n\n[30:52] locality,\n\n[30:56] correct?\n\n[31:02] Totally. And so I think that this is\n\n[31:04] this goes back to the idea of like right\n\n[31:06] we're we're stuck in this kind of SEO\n\n[31:08] like it needs to fit this mold, fit this\n\n[31:11] like what I'm specifically looking for\n\n[31:13] on any of that isn't necessarily like\n\n[31:16] I'm looking for that that specific\n\n[31:18] person. What I'm looking at is we we\n\n[31:21] need to cast our net a lot wider and a\n\n[31:23] lot deeper than we have in the past.\n\n[31:26] marketing is no longer and so I was\n\n[31:28] actually at Joyce conference in\n\n[31:30] Nashville and one of the things that\n\n[31:33] that we that I thought was really\n\n[31:35] interesting with one of the uh one of\n\n[31:37] the speakers is he was talking about how\n\n[31:39] CRO to a lot of SEOs is this foreign\n\n[31:41] concept and it's it shouldn't be as mark\n\n[31:46] we need to think of ourselves as\n\n[31:47] marketers not just an SEO if you're just\n\n[31:51] an SEO your ass is on the chopping block\n\n[31:53] the time is coming I would give it until\n\n[31:56] probably third quarter\n\n[32:00] in 2026 or end of 2026. You're going to\n\n[32:03] see a lot of agencies that that are just\n\n[32:05] like [ __ ] this, we're out because they\n\n[32:07] can't figure it out. The the landscape\n\n[32:10] is evolving. It's adapting and if you\n\n[32:12] aren't staying up to date with this and\n\n[32:15] if you're not moving towards that, we\n\n[32:17] offer CRO, we're able to get your\n\n[32:19] clients in the door. If you're just\n\n[32:21] saying, \"I do SEO,\" you're the first one\n\n[32:23] on the chopping block there. When times\n\n[32:26] get tough, they're going to kick you\n\n[32:27] out. We need a company that can get us\n\n[32:29] leads, get us phone calls. And at the\n\n[32:30] end of the day, isn't that what real\n\n[32:33] businesses do? If if I had an employee,\n\n[32:36] I was paying them an hourly wage or a\n\n[32:38] salary and they couldn't pull their own\n\n[32:41] weight, you're done, dude. I'll find\n\n[32:43] someone that can bring me leads. And\n\n[32:45] that's what we need to understand as\n\n[32:47] marketing professionals is that it's no\n\n[32:50] longer just I do SEO. It's you have to\n\n[32:53] bring them bring the milkshake to the\n\n[32:55] yard, right? You have to be able to do\n\n[32:58] that. If you're not able to do that,\n\n[33:00] they're going to find someone who can.\n\n[33:02] And so this is where we have to look at\n\n[33:05] it from CRO,\n\n[33:08] content, social media, blanketing the\n\n[33:12] entire market with this is my [ __ ]\n\n[33:14] brand. Here I am.\n\n[33:17] This is what we got. This is what we\n\n[33:18] bring.\n\n[33:21] So\n\n[33:23] I'll get you\n\n[33:39] do\n\n[33:44] you can put that so you can put if\n\n[33:46] you're using the API or you're pulling\n\n[33:48] it in through like looker studio again\n\n[33:51] big query if you're using the GSC\n\n[33:53] integration with that you'll get a much\n\n[33:55] more robust set of data uh if you're\n\n[33:58] using SEO gets they have two different\n\n[34:00] versions the lower tier plan. They only\n\n[34:02] give you I think it's like a like\n\n[34:04] 18month look back. They have a higher\n\n[34:06] tier plan that allows you to go much\n\n[34:08] further than that. It's more like a big\n\n[34:10] query kind of thing. So, it depends on\n\n[34:12] what you're doing. But again, like I'm\n\n[34:15] kind of to echo Simon, I'm lazy and I'm\n\n[34:19] cheap, right? We It's the whole reason\n\n[34:22] why I killed h like 90% of my tech stack\n\n[34:25] is because the way that stuff is\n\n[34:27] changing. If you're relying on hrefs,\n\n[34:30] say that [ __ ] again. Go. How much\n\n[34:32] percentage tech?\n\n[34:33] 90% of my tech stack just gone. Chopped\n\n[34:37] it off at the knees and like the way\n\n[34:41] that search is changing. You don't need\n\n[34:43] it. You need to look at what's actually\n\n[34:46] going on. I know that several people\n\n[34:48] Ted, right? Ted's talked about like a\n\n[34:51] lot of us also are looking at being\n\n[34:54] logged in versus logged out, right? A\n\n[34:56] lot of us are kind of trained like go\n\n[34:57] ahead and look in incognito mode. you\n\n[34:59] know that that completely [ __ ] up your\n\n[35:01] search.\n\n[35:03] You need to be logged into a Google\n\n[35:05] account.\n\n[35:07] Go up into your personas and profiles\n\n[35:10] right up top right in Chrome. If you're\n\n[35:13] in Chrome, you get the personas and\n\n[35:14] profiles being in Firefox versus Brave\n\n[35:17] versus Chrome. This is uh Firefox right\n\n[35:19] here,\n\n[35:21] right? But if you're in the Chrome\n\n[35:23] browser\n\n[35:25] and logged in as a Gmail account, vastly\n\n[35:29] different results.\n\n[35:32] All have a workspace account that's\n\n[35:34] logged in and safe, right? So that\n\n[35:36] wherever you log in, right? So just\n\n[35:38] imagine what you could do that with that\n\n[35:40] same technology with person\n\n[35:44] I'm on the desktop.\n\n[35:48] I want to finish a thought I started\n\n[35:50] about DSC.\n\n[35:51] I quit HF Semrush\n\n[35:54] so long ago, right? Because GSC GME\n\n[35:58] Insights and then without GME Insights\n\n[36:00] because I got UTM tags on every\n\n[36:02] [ __ ] thing. I don't even need\n\n[36:04] to live in the GME Insights too much\n\n[36:06] because I can see it in the GSC plus\n\n[36:08] Google Analytics, especially for\n\n[36:10] referral traffic. Remember, I'm telling\n\n[36:12] you, they'll add the referral [ __ ] into\n\n[36:14] GSC eventually, right? and everything\n\n[36:18] you need is there. But don't be so\n\n[36:20] thirsty and only looking for the ranking\n\n[36:22] pages, bro. Go in there and don't just\n\n[36:24] look at queries. And when you are, look\n\n[36:27] at the ones that have impressions with\n\n[36:28] now you got a reex to run to make it\n\n[36:30] easy. Before I would be doing this\n\n[36:32] manually, what's getting impressions\n\n[36:34] that could actually bring revenue,\n\n[36:37] right? [ __ ] all the other [ __ ] What\n\n[36:39] could bring revenue? How many\n\n[36:40] impressions I got? No clicks. You know\n\n[36:43] what I'mma do, right? at a certain\n\n[36:44] point. Look, you know what I mean? That\n\n[36:46] that's on you, though. Point is, you\n\n[36:48] know, you're on the cusp with these now.\n\n[36:50] It just makes it so [ __ ] easy that\n\n[36:53] for what I'm h and by the way, when you\n\n[36:56] guys look up keywords and [ __ ] there's\n\n[36:59] stuff in there that I've been\n\n[37:00] manipulating for eight years at least.\n\n[37:03] And I'm not the only one, right? Just\n\n[37:06] like Google Trends. And I'm sure you see\n\n[37:08] it, bro. If you do a smaller thing,\n\n[37:09] you're like, \"Yo, look at these [ __ ]\n\n[37:11] right? Manipulating it. There's [ __ ]\n\n[37:13] keywords behind it, domains behind it.\n\n[37:16] So, you got to really look at the data\n\n[37:18] that's real. What's the realest data you\n\n[37:21] have? GSC, bro. And yo,\n\n[37:24] high intent keywords right there. Near\n\n[37:26] me, open now, call, phone, quote,\n\n[37:30] estimate. These are people with their\n\n[37:32] wallet and credit card in hand ready to\n\n[37:34] give you money.\n\n[37:36] So, look,\n\n[37:37] can I add whatever I want to?\n\n[37:39] It's like it's like spin tax. Yeah. But\n\n[37:41] like for here's what why I asked that.\n\n[37:44] First thing I'mma do come in here and\n\n[37:46] depending on my niche 24 hours open, you\n\n[37:48] know, whatever it is for my niche,\n\n[37:51] right?\n\n[37:53] Yo, questions for Ko right here. Hold\n\n[37:55] on. Hold on.\n\n[38:08] Hit me up. We can we can totally look at\n\n[38:10] that.\n\n[38:21] There's a couple\n\n[38:37] Yeah.\n\n[38:51] Yeah.\n\n[38:57] Yeah.\n\n[39:10] Boom. That explains a lot. And my man\n\n[39:13] right here from [ __ ] Chumbler hit me\n\n[39:14] with something. He was like, \"You don't.\n\n[39:16] I'm not going to share it between us.\n\n[39:18] You got to be at the rest of the\n\n[39:19] network, motherfuckers.\" AND I WAS LIKE,\n\n[39:22] \"OH, RIGHT. IT JUST MAKES SENSE.\" And\n\n[39:25] look, I didn't know it. Like, I knew how\n\n[39:27] to solve the problem, but I didn't know\n\n[39:28] what the problem was. Right? And then\n\n[39:30] he's like with the data, bro. Look, when\n\n[39:32] you see that that is this every\n\n[39:41] guy, do you LOVE THIS [ __ ] LIKE I LIVE\n\n[39:43] FOR THIS [ __ ]\n\n[39:46] Any questions for KO? If not, give it up\n\n[39:48] for KO. I'm\n\n[39:51] awesome as usual. Oh, and by the way, if\n\n[39:54] you guys don't have SEO, this is a no\n\n[39:56] pitch, right? But this is just it's\n\n[39:58] already been mentioned. Tell them you\n\n[40:00] know uh Bino and Ko get some sort of\n\n[40:03] discount if you can right throw our\n\n[40:05] names in the air because it's really a\n\n[40:08] good tool. I ain't gonna lie. being able\n\n[40:10] to look at all of your search console\n\n[40:12] data in one place like every single\n\n[40:15] client\n\n[40:17] since since we met him and he gave you\n\n[40:19] know he was like hey Mike check this out\n\n[40:21] and I haven't promoted it and I feel bad\n\n[40:23] because I hardly promote things but that\n\n[40:24] tool is the only tool my team uses we\n\n[40:28] don't we don't lose unless we go to the\n\n[40:31] discovery tab you know for different\n\n[40:33] data set\n\n[40:37] let's do\n\n" }, { "filename": "SEO_Rockstars_2026_Day_2_-_Brian_Winum", "title": "SEO Rockstars 2026: Day 2 - Brian Winum", "video_url": "https://www.youtube.com/watch?v=HAr5HuQsazU", "transcript": "[00:04] Thank you guys.\n\n[00:06] All right, so before I get started, I\n\n[00:08] just want to say Merino and I literally\n\n[00:11] preach the same [ __ ] He preaches about\n\n[00:13] brand. He preaches about PA preaches\n\n[00:15] about PAAs. We talk about the same [ __ ]\n\n[00:18] We just do it a little differently. I\n\n[00:20] don't yell and scream and curse like he\n\n[00:22] does. But if you listen, you'll hear the\n\n[00:24] same messaging coming back and forth\n\n[00:26] from him. That's why we vibe together.\n\n[00:27] That's why we reach out to each other\n\n[00:28] when we need help. What I'm going to\n\n[00:31] talk about today is my onpage and\n\n[00:33] off-page stack for LLM authority hacking\n\n[00:36] and stacking. Basically, how I'm getting\n\n[00:38] into AI overviews and it's working\n\n[00:40] really well for me. The majority of my\n\n[00:42] agency leads are coming in from AI now.\n\n[00:45] Chat GBT chats from Perplexity, from\n\n[00:48] Gemini, the AI overviews, they're coming\n\n[00:51] into uh into my office. I just had a\n\n[00:53] meeting the other day before I got here\n\n[00:56] for a 100 location um\n\n[01:00] um blood draw service all across the US.\n\n[01:03] So, and I came in via an AI overview.\n\n[01:06] So, we're going to walk you through my\n\n[01:07] on page stack and my off- page stack\n\n[01:09] that allows me to do that. And I'm open\n\n[01:11] any questions that you guys have. A\n\n[01:14] little more about me.\n\n[01:16] Like Mike was saying, I've been here for\n\n[01:17] 20 years. I've been doing\n\n[01:20] this on the side since 1998. I was\n\n[01:22] getting paper checks in the mail for\n\n[01:24] doing credit card offers back in the\n\n[01:26] day. I'd get a check for 25, 50 bucks in\n\n[01:28] the mail back in 1998. I'd be all fired\n\n[01:30] up. Went full-time into the agency world\n\n[01:34] after I sold my own insurance agency. I\n\n[01:36] had a non-compete clause. Had to figure\n\n[01:39] out what I was going to do next.\n\n[01:40] Marketing was it. That was my background\n\n[01:43] from college. I had done it myself, my\n\n[01:44] own agency, built my own websites, done\n\n[01:47] my own marketing. Met up with my\n\n[01:49] partners then. I've been doing it ever\n\n[01:50] since. So, we are in New York, hundreds\n\n[01:53] of different clients in web design and\n\n[01:56] marketing\n\n[01:57] and uh it's getting time to kind of\n\n[02:00] phase out of that eventually, you know,\n\n[02:02] settle down. No more client work. I'm\n\n[02:03] sick of clients, but I'm always going to\n\n[02:05] be doing my own consulting, my own\n\n[02:07] affiliate stuff, and everything else.\n\n[02:08] I'm never going to stop doing this. It\n\n[02:10] just gives me too much uh it's too much\n\n[02:12] fun doing it, figuring out problems. I'm\n\n[02:13] a problem solver at heart, and I just\n\n[02:15] love doing it.\n\n[02:17] So this is going to be\n\n[02:20] all the ways I solve these problems.\n\n[02:22] We're getting into AI overviews. First\n\n[02:24] few slides are going to be kind of an\n\n[02:26] overarching theme of everything that\n\n[02:27] goes behind every strategy that I talk\n\n[02:29] about. The things I use for my agency,\n\n[02:31] the things I use for my clients, things\n\n[02:33] that I use for\n\n[02:36] uh my affiliate sites and everything\n\n[02:37] else. So these slides I'm going to talk\n\n[02:39] about I kind of inform you when I talk\n\n[02:42] about the strategies down the road where\n\n[02:44] they originally came from and why I did\n\n[02:46] them that way why I structured them that\n\n[02:48] way. So like I talked about Merolino I'm\n\n[02:51] always preaching brand strong brand\n\n[02:53] signals become increasingly critical\n\n[02:55] since the HCU roll out. You got to have\n\n[02:58] a strong brand. Who you are what you do\n\n[03:00] where you do it. Just like Marino always\n\n[03:02] says\n\n[03:04] authority. I'm always preaching eat. So,\n\n[03:07] I always want to put authority into\n\n[03:09] everything I do and data. So, original\n\n[03:12] content. I want to create original\n\n[03:13] content that leverage proprietary data.\n\n[03:16] Bringing unique stuff to the table that\n\n[03:18] your client Yeah. that your competitors\n\n[03:19] aren't going to be able to do. So, we\n\n[03:22] want to make sure we have strong strong\n\n[03:23] brand signals, authoritative\n\n[03:24] positioning, and that proprietary data.\n\n[03:28] So, that's core behind everything I'm\n\n[03:29] doing, every strategy I work with. You\n\n[03:31] want to make sure that the\n\n[03:34] kind of the brand is enhancing the\n\n[03:36] content distribution. The authoritative\n\n[03:38] status is going to attract more quality\n\n[03:40] backlinks and then that unique data is\n\n[03:42] going to drive engagement metrics. So\n\n[03:44] all of this stuff works together. So\n\n[03:46] that's the first thing I look at when\n\n[03:49] I'm trying to develop a new strategy or\n\n[03:51] testing anything.\n\n[03:54] Second thing is going to be eat. I've\n\n[03:56] been preaching this forever. Like Mike\n\n[03:58] was saying, even before it was a thing,\n\n[03:59] even before it was the added the extra e\n\n[04:01] on top of that, everything was based on\n\n[04:03] building an authority and trust. I'm\n\n[04:05] always talking about authority stacking.\n\n[04:07] Whenever I teach my courses, whenever\n\n[04:09] I'm talking to my clients, I'm always\n\n[04:10] stacking authority signals. So, I want\n\n[04:13] to make sure everything goes back to\n\n[04:15] eat.\n\n[04:17] And then finally, Google News. So, a lot\n\n[04:21] of what I do came around from building\n\n[04:24] Google News sites and getting them\n\n[04:25] approved.\n\n[04:27] If you look and Google Google's how news\n\n[04:30] works and how search works, there's a\n\n[04:33] lot that you can take in from there\n\n[04:35] that's going to play into anything and\n\n[04:36] everything you do in digital marketing.\n\n[04:39] Some of the things they explicitly tell\n\n[04:41] you they're looking for. They want your\n\n[04:44] information to be highly cited. They\n\n[04:46] want that original reporting and they\n\n[04:49] want it to be completely relevant. So,\n\n[04:51] highly cited, what does that speak to\n\n[04:53] you? backlinks, citations, you got to\n\n[04:55] have mentions out there. So, they want\n\n[04:57] you to be highly cited. They're looking\n\n[04:59] at that. If people are sharing your\n\n[05:00] content, that's going to play into what\n\n[05:02] Google's looking for. Original\n\n[05:05] reporting. We all know in the world of\n\n[05:06] AI, you got to bring originality to the\n\n[05:09] table, whether it's those unique data\n\n[05:11] points that you're bringing. Um, you\n\n[05:14] whatever you can do to separate yourself\n\n[05:16] from your competitors, you got to make\n\n[05:18] sure it's original. And then relevance.\n\n[05:20] Obviously, you got to be relevant to\n\n[05:22] reach your audience. So, they're going\n\n[05:25] to look for those three key signals.\n\n[05:26] Widespread coverage across news sites,\n\n[05:28] frequent citations of the story by other\n\n[05:30] publications, and the presence of\n\n[05:32] substantial original reporting.\n\n[05:35] So, like Mike said, someone kind of took\n\n[05:38] what I told him, how to get Google News\n\n[05:40] approved, and within two years, they'd\n\n[05:41] exited for 29 million.\n\n[05:43] Who is that guy?\n\n[05:44] That is Bradley Bennett, not Benner.\n\n[05:47] That's right. not not\n\n[05:50] not you but um so these are the three\n\n[05:54] things that I kind of look at when I\n\n[05:56] develop any strategies and I'm testing\n\n[05:57] everything I want to bring that brand I\n\n[06:00] want to bring that authority I want to\n\n[06:01] bring that data into play I want to hit\n\n[06:03] all those eat signals I can and it's\n\n[06:06] always been based on me for Google News\n\n[06:08] back in 2019 and prior to that when\n\n[06:11] Google News was a um they would actually\n\n[06:14] vet everything out submit it through\n\n[06:15] Google News they'd approve it I'd have a\n\n[06:17] ton of conversations with the Google\n\n[06:19] News uh team and they give me feedback\n\n[06:21] on what I was doing right, what I was\n\n[06:23] doing wrong, and it's really given me\n\n[06:25] the framework for everything I do moving\n\n[06:27] forward.\n\n[06:29] Things that I learned in Google News\n\n[06:31] that they told me, things they're\n\n[06:32] looking for, even apply to things when\n\n[06:34] I'm doing my ad campaigns nowadays.\n\n[06:38] So things that are relevant on one\n\n[06:40] Google platform, more often than not are\n\n[06:42] going to be relevant all the other\n\n[06:44] Google platforms, just how they bake it\n\n[06:45] into the algorithm.\n\n[06:47] So now we're going to talk about how all\n\n[06:49] that plays into how I use all this for\n\n[06:52] AI overviews.\n\n[06:54] We're going to talk about how I'm\n\n[06:56] leveraging the llms.ext files and all\n\n[06:59] the off- page techniques I use to kind\n\n[07:01] of beef that up.\n\n[07:03] So a lot of people first let me just say\n\n[07:06] a lot of people I hear the chatter out\n\n[07:08] there about how LMS text files just\n\n[07:10] don't work. They don't get crawled.\n\n[07:12] They're useless. It's not wide. It's not\n\n[07:15] a widespread adoption as of yet. The AI\n\n[07:18] bots aren't using it. The AI platforms\n\n[07:20] ignore it. Google doesn't use it. And\n\n[07:22] I'm going to tell you from my experience\n\n[07:24] that's completely false. What I'm\n\n[07:26] normally seeing is people just aren't\n\n[07:28] putting enough effort into it. They're\n\n[07:29] not doing the right things at all. If\n\n[07:32] you are pushing your basic\n\n[07:36] organizational schema just through\n\n[07:37] Yoast, not doing anything about it,\n\n[07:40] that's not going to work either. Same\n\n[07:42] thing with the LMS text files. If you're\n\n[07:43] just pushing it from a basic plugin\n\n[07:45] that's creating a glorified sitemap of\n\n[07:48] your website, what's the point? You\n\n[07:50] really got to build it out and leverage\n\n[07:52] it and bake everything in. I always look\n\n[07:55] at it as an extension of my schema. I\n\n[07:58] wanted to match\n\n[08:00] what I'm putting out in my schema. So,\n\n[08:02] it's not just a a site map and giving\n\n[08:04] the uh the AI bots a way to crawl and\n\n[08:06] find my content. I wanted to match all\n\n[08:09] the authority signals that I'm pushing\n\n[08:10] out my schema.\n\n[08:12] Can you just ask if people know what the\n\n[08:14] LLM text file is in case maybe they\n\n[08:17] don't? You know what I mean?\n\n[08:18] So, do you guys know what the LLMS text\n\n[08:20] file is?\n\n[08:21] Hands in the air. You know what it is?\n\n[08:23] Okay, cool.\n\n[08:25] So, it's a um something they're pushing\n\n[08:27] for adoption. It was um pushed out by a\n\n[08:30] third party as a suggestion as a way to\n\n[08:34] create a markdown file, a document that\n\n[08:37] gives the AI bots, the AI platforms an\n\n[08:40] overview of your site. basically who you\n\n[08:42] are, what you do, and where you do it.\n\n[08:43] You give them an easy way to find and\n\n[08:45] digest the information on your website.\n\n[08:47] So, it's basically taking your site map,\n\n[08:49] converting it into a markdown format\n\n[08:50] that they can crawl easily, and it's a\n\n[08:52] text file that gets dropped into the\n\n[08:54] root of your site. And there's two\n\n[08:56] versions. There's an llms.ext file, and\n\n[08:59] then there's an llms-full.ext\n\n[09:01] file, which is an expanded version that\n\n[09:04] could really stuff full of them\n\n[09:05] everything. I'm going to go through the\n\n[09:06] both of them,\n\n[09:08] but what I'm doing a little differently\n\n[09:10] to kind of stand out from the crowd, the\n\n[09:12] people who are telling me it doesn't\n\n[09:13] work is I'm making sure that I'm beefing\n\n[09:15] them up as much as I can. Like I said, I\n\n[09:17] want to mimic exactly what I'm doing in\n\n[09:20] my schema. And my schema, for example, I\n\n[09:22] got all my nose about. So all my subject\n\n[09:25] matter expertise, I'm going to bake into\n\n[09:29] my LLMS file, too. Again, it's not just\n\n[09:31] a sitemap.\n\n[09:33] all my uh same as stuff, my citations,\n\n[09:36] my references, and everything else not\n\n[09:39] normally going to pull into the LMS\n\n[09:40] file. I'm going to make sure it happens.\n\n[09:43] So, the way I'm doing that is I'm\n\n[09:44] pushing custom content into the LMS text\n\n[09:48] files. I'm putting in custom header\n\n[09:50] content and custom footer content into\n\n[09:52] those files. We'll go through exactly\n\n[09:53] what I do in there. I'm building out\n\n[09:56] subdirectory files. So, not only do I do\n\n[09:58] a core\n\n[10:00] LMS text file I drop into the root, I'm\n\n[10:03] actually dropping them into the\n\n[10:04] subdirectories as well. So, I'll build a\n\n[10:06] niche down LLMS text file just for the\n\n[10:09] blog section of my website just for a\n\n[10:11] specific service section of my website\n\n[10:13] just for a location specific. So, I have\n\n[10:16] a location specific LMS text file, a\n\n[10:19] service or a product specific LMS text\n\n[10:21] file, and I'm really niching it down\n\n[10:23] just to make that much easier for them\n\n[10:25] to digest everything when these AI\n\n[10:27] platforms are crawling everything.\n\n[10:30] Uh, my big thing is I'm going to make\n\n[10:32] sure that I'm optimizing those crawl\n\n[10:33] paths and get giving them as many\n\n[10:35] options as they can to find both my\n\n[10:38] files.\n\n[10:40] This isn't just working for AI\n\n[10:42] overviews. This is helping with SEO as\n\n[10:44] well. So everything I'm putting into\n\n[10:46] these files, the SEO bots are crawling\n\n[10:48] too, the Google bots are crawling. So\n\n[10:50] it's helping me with my AI rankings.\n\n[10:52] It's helping me with my SEO rankings.\n\n[10:55] And I'm just making sure it's easy for\n\n[10:56] everyone to find all the information I\n\n[10:59] need them to find on my website. I'm\n\n[11:02] also building out a stack of files that\n\n[11:04] work along with it. Yep.\n\n[11:06] Just one clarification. You said it\n\n[11:07] helps with the AI as well for Google\n\n[11:12] that pull up both. Are is this one file\n\n[11:14] done for AI overview and AI mode? It\n\n[11:17] handles both. You have to have a\n\n[11:18] separate file for AI mode.\n\n[11:19] Will you repeat the question?\n\n[11:21] Yeah. So, um is are there separate files\n\n[11:23] for AI overviews and AI mode? Same file.\n\n[11:26] Same thing. Yeah. It's it's covering all\n\n[11:27] the bases and and again it covers even\n\n[11:29] the SEO bots as well too, the Google\n\n[11:31] bots. So, everything we do in here is\n\n[11:33] going to affect your your ability to\n\n[11:35] rank in AI mode and AIO reviews and the\n\n[11:37] uh AI platform recommendations and the\n\n[11:40] SEO as well. you want to get pulled into\n\n[11:42] the the featured snippets and things\n\n[11:43] like that, your your page rankings are\n\n[11:45] going to increase. This is all going to\n\n[11:47] help you. I'm not strictly focused on\n\n[11:49] just AI. It's a great byp product what\n\n[11:52] I'm doing. I just happen to be\n\n[11:54] leveraging the LLMS text file to do it.\n\n[11:56] It's just another avenue for me to get\n\n[11:58] all the information out there that I\n\n[11:59] want them to know. Every single\n\n[12:01] authority signal and expertise signal,\n\n[12:03] I'm leveraging that LLMS text file and\n\n[12:06] making sure it's out there. I'm also\n\n[12:08] building supporting files as well. So\n\n[12:10] these can be in markdown or JSON format,\n\n[12:13] but I'm stacking files that support\n\n[12:14] everything I'm claiming in my LMS text\n\n[12:17] files. I will build out fullfeatured\n\n[12:20] people also ask FAQ\n\n[12:23] uh query fan out files that answer every\n\n[12:26] single question about my industry that\n\n[12:28] someone would answer. So I have tremend\n\n[12:31] tremendously long files that answer all\n\n[12:33] that information and that reference and\n\n[12:35] tie back to my LLMS files. I build out\n\n[12:38] glossery files. I want that\n\n[12:40] comprehensive terminology documentation.\n\n[12:42] And I'm also pulling review files as\n\n[12:44] well just to give the bots and the um\n\n[12:48] the AI the uh AI platforms an overview\n\n[12:52] of why we are the answer to these\n\n[12:54] questions people are asking. So we're\n\n[12:57] talking about our reviews, we're doing a\n\n[12:58] sentiment analysis, we're presenting all\n\n[13:00] of it, a complete file that has all that\n\n[13:02] information. And they also do some other\n\n[13:04] file types as well. Those are the main\n\n[13:06] ones I've seen that have helped me quite\n\n[13:08] a bit. I'm going to go through the\n\n[13:10] individual files and how I'm actually\n\n[13:11] using them and leveraging them to really\n\n[13:13] help with everything.\n\n[13:15] The first one is custom header content.\n\n[13:19] The reason I broke it up into header and\n\n[13:21] footer content that I'm injecting into\n\n[13:23] the\n\n[13:24] uh into the files is honestly a\n\n[13:27] conversation I've had with the AI\n\n[13:29] platforms going back asking how how they\n\n[13:31] digest information, how we structure it\n\n[13:34] for proper uh presentation\n\n[13:36] and it really led me down the path of\n\n[13:38] structuring it with the header. The\n\n[13:41] middle portion is going to be my my\n\n[13:43] actual website content. you know, the\n\n[13:45] glorified sitemap, links to my pages, my\n\n[13:48] posts, my products, my services, and\n\n[13:50] everything else. And then the footer is\n\n[13:52] where I'm going to be referencing um all\n\n[13:55] my authority signals, my off- page\n\n[13:57] authority signals that support\n\n[13:58] everything else that came before it. So,\n\n[14:00] it goes in that proper format. The\n\n[14:02] header information is going to be\n\n[14:03] information that talks about again who I\n\n[14:05] am, what I do, where I am, what are my\n\n[14:08] products, what are my services, how can\n\n[14:10] I help these people, how do I answer\n\n[14:12] these questions that people have, why am\n\n[14:14] I a solution for what they're looking\n\n[14:17] for? That's what the header is going to\n\n[14:19] be. So the header placement, AI does\n\n[14:22] give a priority. So content that appears\n\n[14:24] first, it's going to carry a little more\n\n[14:25] weight in AI understanding.\n\n[14:28] Even if you're looking at just the\n\n[14:29] context windows of some of these things\n\n[14:31] first, they may not crawl the entire,\n\n[14:33] you know, the entire file. If you have a\n\n[14:34] huge, huge file, chances are they're\n\n[14:36] going to. I mean, the context windows\n\n[14:38] have gotten much bigger. But you want to\n\n[14:41] put the important stuff first. So, you\n\n[14:43] want to put everything about your brand.\n\n[14:45] Paint that picture. Everything you want\n\n[14:48] the AI bots to know and to portray you\n\n[14:51] to everyone else moving forward. Make\n\n[14:53] sure it's in a header. The semantic\n\n[14:55] markdown is going to drive AI\n\n[14:57] comprehension. So, we're using clean\n\n[14:58] markdown format. The headers, bolds,\n\n[15:01] lists, um you know, all the everything\n\n[15:03] we would need to do just to make it easy\n\n[15:05] for them to parse and categorize\n\n[15:07] everything. And the headers do establish\n\n[15:09] credibility. So, it's basically going to\n\n[15:11] fun, like I said, it's going to function\n\n[15:12] kind of as our AI elevator pitch. We're\n\n[15:15] going to position ourselves as the\n\n[15:16] subject matter experts before the\n\n[15:18] systems even get to our our website\n\n[15:20] content, before they look at the post,\n\n[15:22] the pages, or anything else. We're going\n\n[15:24] to make sure everything is pumped into\n\n[15:26] the header. So, within the header\n\n[15:28] itself, I'm going to be putting things\n\n[15:30] like, and again, this is going to be\n\n[15:32] mimicking what I have in my schema, an\n\n[15:35] expanded description of who I am and\n\n[15:37] what I do. Um, all the locations that I\n\n[15:39] serviced and my my area, a really,\n\n[15:42] really in-depth description of uh of who\n\n[15:45] my target audience is, uh, even\n\n[15:47] psychographic descriptions, everything.\n\n[15:49] really drill down into exactly who I\n\n[15:51] want to reach and why I want to reach\n\n[15:53] them. What are their problems they're\n\n[15:55] facing and how am I going to present\n\n[15:56] those solutions? All my services, all my\n\n[15:59] products, it's all going to be baked\n\n[16:02] into this header content. And this could\n\n[16:04] be a huge file. It could be thousands of\n\n[16:06] lines if needed to really make sure that\n\n[16:08] it's all in there. You can do a kind of\n\n[16:11] a truncated version for the plain LMS\n\n[16:14] text file and then a really expanded\n\n[16:16] version for the LMS foldup text file.\n\n[16:19] But I really want to bake in that AI\n\n[16:21] elevator pitch, giving them the idea of\n\n[16:24] exactly why I'm doing things, why I'm\n\n[16:26] presenting myself this way.\n\n[16:28] So you put ICPS and everything in the\n\n[16:30] header, too.\n\n[16:30] Yeah. Yep. All that stuff. Yep. Ideal\n\n[16:33] cut. All that stuff is in there. So I\n\n[16:34] want to do it as as detailed as\n\n[16:36] possible. Uh again I talk about my\n\n[16:39] audience the ICPs the pain points I go\n\n[16:42] with the um semantic triples and things\n\n[16:45] like that just list and list of that you\n\n[16:47] know you know who I am what painoint I\n\n[16:49] solve what the solution is and uh I'll\n\n[16:52] just have a list of just that in there\n\n[16:54] but anything I want to bring bring to\n\n[16:56] the attention of the the the bots and\n\n[16:58] even the search engines as well is going\n\n[16:59] to be pushed into that header. The\n\n[17:01] footer content is basically validating\n\n[17:04] all the claims I made in the header. So\n\n[17:07] why am I able to be the solution? Why is\n\n[17:10] my product the best for these for this\n\n[17:12] particular audience? Why is my service\n\n[17:15] the best in this particular location? I\n\n[17:18] want to provide um the external proof\n\n[17:21] that I would provide in my schema for\n\n[17:23] example like I would have um you know\n\n[17:26] links to my my same as to my social\n\n[17:28] media content to my press releases to my\n\n[17:31] um citations my authority signals and\n\n[17:34] everything else. I'm going to make sure\n\n[17:36] that that's all spelled out in the LLMS\n\n[17:38] text file. Again, it's not just a\n\n[17:40] glorified sitem. I wanted to really kind\n\n[17:43] of spell out exactly who I am and what I\n\n[17:45] do and really give that authority and\n\n[17:48] trust signals to Google or to the AI bot\n\n[17:50] so they can see it right there. I'm\n\n[17:52] going to pull all my citations and\n\n[17:54] directory presence are going to be in\n\n[17:56] there. Media mentions, industry\n\n[17:57] recognitions, any awards I've won or\n\n[17:59] something like that. That's all going to\n\n[18:01] be spelled out in there.\n\n[18:03] And again I did it this way specifically\n\n[18:06] for that strategic alignment. So the\n\n[18:08] footer content is going to align with\n\n[18:09] the header claims. We want to avoid\n\n[18:11] contradictions and kind of create that\n\n[18:13] birectional authority.\n\n[18:16] So again I tell you you pointing I'm\n\n[18:18] building that u that brand awareness in\n\n[18:21] the header and I'm validating everything\n\n[18:23] for all the third party claims. Again\n\n[18:25] the LLS text file wouldn't normally have\n\n[18:27] this. I'm making sure this is a one-stop\n\n[18:30] shop that they can know everything about\n\n[18:32] me, everything about my brand, my\n\n[18:33] products, my services, and I'm doing it\n\n[18:35] through that custom header injection.\n\n[18:37] And these are things that are living and\n\n[18:39] growing over time. We're going to keep\n\n[18:40] adjusting these over time. If there's\n\n[18:42] new citations that need to be added, if\n\n[18:45] there's new products, new services, I'm\n\n[18:47] expanding into new locations, these are\n\n[18:49] always going to be adjusted over time\n\n[18:51] and and tweaked depending on how I'm\n\n[18:53] reacting and how I'm appearing the AI\n\n[18:55] overviews and everything else.\n\n[18:58] Uh, we talked about the subdirectory\n\n[19:00] files. So, I really want to niche it\n\n[19:02] down. I want to make sure that these\n\n[19:03] section specific files are really\n\n[19:05] delivering that that targeted\n\n[19:06] information. So, I'm going to build out\n\n[19:08] a specific LLMS file about a a roofing\n\n[19:12] service, for example, replacement\n\n[19:14] roofing or whatever. I'm going to build\n\n[19:16] out a file just about that. And it's\n\n[19:18] just going to pull in any information\n\n[19:20] that's only specific to that particular\n\n[19:22] service. I can do it for a particular\n\n[19:25] location. If I'm servicing a particular\n\n[19:26] county and I have that location section\n\n[19:29] on my page, I'm going to build a\n\n[19:30] location specific LMS text file and LMS\n\n[19:33] full file. And these also get the custom\n\n[19:36] header and the custom footer injections\n\n[19:38] as well. So that custom header will be\n\n[19:40] information related, you know, brand\n\n[19:42] brand related information just for that\n\n[19:45] particular service, that particular\n\n[19:47] location, that particular product, that\n\n[19:49] particular blog section, whatever it may\n\n[19:51] be.\n\n[19:52] Someone else have someone have a\n\n[19:53] question?\n\n[19:53] Just a quick question. Sure. Just\n\n[19:55] to clarify, so these LLMs are sitting in\n\n[19:57] the at the root of the directory\n\n[19:59] subdirectory, not\n\n[20:01] correct. Yeah. So it would be like\n\n[20:03] slashblogms.ext.\n\n[20:05] Yeah. Exactly.\n\n[20:07] Yep. Yeah. So I'm pushing them into the\n\n[20:08] subfolders. Uh again, independent\n\n[20:11] messaging per section. They'll get the\n\n[20:12] custom headers, custom footers,\n\n[20:14] specialized content selection.\n\n[20:17] Um, I do see anecdotally higher AI\n\n[20:21] citation rates when I'm targeting\n\n[20:23] relevance for specific query types. I'm\n\n[20:25] making it super easy for them to find\n\n[20:27] out information about that product, that\n\n[20:29] service by creating these subdirectory\n\n[20:32] files.\n\n[20:33] Uh, I'm also referencing them all within\n\n[20:36] each other. At the bottom of each file,\n\n[20:37] there's a link for my LMS LMS text and\n\n[20:40] my LMS fold to the subdirectory files\n\n[20:42] and everything else. So I'm making it\n\n[20:43] easy for the ad bots to find all these\n\n[20:45] different file types,\n\n[20:48] FAQs. So again, I build out these\n\n[20:53] really in-depth files\n\n[20:56] that answer everything I would want my\n\n[21:00] clients or my customers or my audience\n\n[21:02] to know. Any questions that they would\n\n[21:03] have, I'm scraping the PAS. I'm looking\n\n[21:06] at the query fan outs. I'm gathering the\n\n[21:09] FAQs from my clients themselves or FAQs\n\n[21:12] that I've heard over the years and\n\n[21:13] making sure that all that stuff is in\n\n[21:15] there and I'm creating these massive\n\n[21:16] files as big as you need it to be. Get\n\n[21:19] them all in there. The AI systems, I\n\n[21:22] mean, they're fundamentally query\n\n[21:23] response engines. You know, there people\n\n[21:25] are typing these queries into these uh\n\n[21:26] into these AI platforms and uh\n\n[21:30] formatting it in a Q&A format. It aligns\n\n[21:32] perfectly with how what they're looking\n\n[21:34] for. So, we want to make sure we we get\n\n[21:35] it in into that format.\n\n[21:38] natural brand inte integration. So, as\n\n[21:40] I'm answering these FA uh PAAAS, these\n\n[21:43] FAQs, these query fade outs, I'm doing\n\n[21:46] it in a manner that we all would do, you\n\n[21:48] know, optimizing them for um snippet\n\n[21:51] inclusion. you know, doing a short and\n\n[21:53] sweet answer that answers it in a couple\n\n[21:54] sentences, making sure that it's really\n\n[21:57] um\n\n[21:58] optimized for potential sniffing\n\n[22:01] inclusion, but then right below that,\n\n[22:04] I'm creating a uh just a matter of\n\n[22:07] bringing my brand in there as the\n\n[22:09] solution to that problem. So, answering\n\n[22:11] the question, then right after that, why\n\n[22:13] is my brand solution to that particular\n\n[22:15] question? So, I'm making sure that\n\n[22:17] there's brand awareness tied into each\n\n[22:18] and every FAQ or each and every query\n\n[22:20] fan out. I want to make sure that\n\n[22:22] they're all there and it's just uh you\n\n[22:25] know compounding coverage. I mean, if\n\n[22:27] you throw 40 50 questions in there into\n\n[22:29] that FAQ file, it's going to create\n\n[22:31] dozens of potential citation pathways\n\n[22:33] for all my different expertise areas.\n\n[22:36] You can niche these down as well. I mean\n\n[22:38] you could create FAQ sections just for\n\n[22:41] uh a particular service related to a\n\n[22:43] particular location or something like\n\n[22:45] that. So you can niche these files down\n\n[22:47] as well too. You can have the the ones\n\n[22:50] dumped right into the root root of the\n\n[22:51] domain or you can create the niche down\n\n[22:54] subdirectory files for these files as\n\n[22:56] well too. But this is great for really\n\n[22:59] kind of showing the bots how your brand\n\n[23:03] is the answer to all these queries that\n\n[23:05] are out there. So you're you're\n\n[23:07] answering the queries, giving them a\n\n[23:09] direct answer, but then bringing your\n\n[23:10] brand into the equation as well.\n\n[23:14] We are doing glossery definitions. So\n\n[23:17] giant glossery pages. I love glosseries.\n\n[23:19] I've been doing it forever. It's been\n\n[23:21] one of my methods I've been do for years\n\n[23:23] and years and years just to add uh some\n\n[23:26] topical authority. Um semantic territory\n\n[23:29] claiming. So every term you define\n\n[23:31] comprehensively, you're staking your\n\n[23:33] authority to that particular uh that\n\n[23:35] particular topic, that particular\n\n[23:37] subject. It gives you a a way for\n\n[23:41] internal linking. So I'm creating these\n\n[23:43] files. I'm also creating markdown links\n\n[23:45] to the service that's that that talks\n\n[23:48] about that particular topic or that\n\n[23:50] particular subject, the product that\n\n[23:52] talks about that particular product or\n\n[23:54] that particular subject. So, it just\n\n[23:56] gives me a way to kind of bring in tons\n\n[23:59] of topical authority and then create\n\n[24:01] internal links in these markdown files,\n\n[24:03] all the different sections of my website\n\n[24:05] that I want to drive these AI bots to.\n\n[24:08] It's really just an expertise signal\n\n[24:09] amplification,\n\n[24:11] right?\n\n[24:14] So, they can hear it on the\n\n[24:21] um so on these glosseries something that\n\n[24:25] I'm not doing or do you have a\n\n[24:26] particular tool or should we just v code\n\n[24:29] something because I mean it seems like\n\n[24:31] it would be pretty easy to just v code\n\n[24:32] this and\n\n[24:34] WordPress creates all the pages.\n\n[24:36] So that's what I'm just I'm just v\n\n[24:38] coding myself you know.\n\n[24:39] Yeah pretty\n\n[24:43] simple.\n\n[24:44] So I I have the on page glossery and\n\n[24:46] then I have these glosseries behind the\n\n[24:47] scenes and I convert it to a markdown\n\n[24:49] file or JSON file as well. So I do both\n\n[24:51] versions. So it is on page and I do have\n\n[24:53] a tool where I just import a spreadsheet\n\n[24:54] of all my terms and all my definitions\n\n[24:56] and all the information I want in there.\n\n[24:58] You put in like are you doing like a\n\n[25:01] glossery folder like like the actual\n\n[25:03] page? Okay, this is the glossery. Yep.\n\n[25:05] And then are you doing is everything on\n\n[25:08] that one page or do you have multiple\n\n[25:10] pages for the glossery?\n\n[25:12] It depends on the website itself. I do\n\n[25:14] break it down. If it's small enough\n\n[25:16] it'll just be one page and I can chunk\n\n[25:19] it up in there. I can categorize it on\n\n[25:20] that one page, but with jump links to\n\n[25:22] the different categories.\n\n[25:24] Oh, jump link.\n\n[25:24] Yep. If I need to break it up into\n\n[25:26] different glosseries for different\n\n[25:28] sections of the website to make it even\n\n[25:30] easier, I'll do that as well, too.\n\n[25:32] Okay.\n\n[25:32] Um,\n\n[25:34] the tool that I built out will also has\n\n[25:37] a kind of the tool tip hover function.\n\n[25:39] So if that glossery term appears\n\n[25:40] somewhere else on the website on the\n\n[25:42] blog post or something, if someone\n\n[25:44] happen to hover over that term, it'll\n\n[25:46] pop up with the definition just to draw\n\n[25:48] attention on the page. Just these are\n\n[25:50] going to be a lot of entities and things\n\n[25:52] like that as well. So I want to make\n\n[25:53] sure those entities I'm drawing\n\n[25:55] attention to those entities in all my\n\n[25:57] content. So, someone goes to a blog\n\n[25:59] post, a glossery term is in there, it's\n\n[26:01] highlighted, they can hover over it, a\n\n[26:03] tool tip pops up with a definition, and\n\n[26:06] it's the same concept as if you were\n\n[26:08] making it bold or making italic. You're\n\n[26:10] just drawing Google's attention to it by\n\n[26:12] having that tool tip function attached\n\n[26:14] to it. So, you're really drawing\n\n[26:16] attention to your entities within your\n\n[26:17] content just by virtue of having the\n\n[26:19] glossery in there. That's why I do it.\n\n[26:22] Then I take that glossery um the\n\n[26:25] glossery that I have the unpaid glossery\n\n[26:27] and I do convert it to a a markdown file\n\n[26:30] format just a massive file markdown file\n\n[26:32] format or a JSON file format or both and\n\n[26:36] making sure that I am referencing them\n\n[26:38] as well within my my file structure. So\n\n[26:41] I'm just tying all these files together\n\n[26:42] that are really building my trust, my\n\n[26:45] credibility, my authority and just\n\n[26:46] presenting me as a subject matter\n\n[26:48] expert. I know everything that there is\n\n[26:49] to know about this particular topic\n\n[26:51] related to my products, my services. So,\n\n[26:54] we got the uh the glossery to take care\n\n[26:56] of that for me.\n\n[26:57] Right. Do you see that? Notice the tool\n\n[26:59] tip thing. Does that also improve\n\n[27:01] engagement on the pages?\n\n[27:02] 100%. Yeah.\n\n[27:04] So, I mean, if they're seeing the\n\n[27:05] highlighted word, so people are\n\n[27:06] scrolling, they're scrolling down even\n\n[27:08] further. It does. I have seen the scroll\n\n[27:10] depth improve just by adding that\n\n[27:15] uh Google reviews. So, I create an\n\n[27:18] entire document just for my Google\n\n[27:20] reviews. I will scrape all my Google\n\n[27:22] reviews. I will scrape Yelp reviews. I\n\n[27:25] will scrape reviews from everywhere I\n\n[27:27] can and create a markdown file format\n\n[27:29] document that has the actual review\n\n[27:31] copy, the reviewer, a link to the review\n\n[27:34] itself.\n\n[27:36] And I also perform a uh kind of an\n\n[27:39] overarching review sentiment analysis.\n\n[27:42] So there will be at the top of the page\n\n[27:43] an overview con uh you know commonly\n\n[27:48] mentioned terms commonly mentioned uh\n\n[27:50] things that people say about my brand of\n\n[27:52] my products the sentiment behind it a\n\n[27:55] really in-depth overview of my entire\n\n[27:58] review portfolio and again scraping\n\n[28:00] these from anywhere and everywhere I\n\n[28:02] want to make sure that I am documenting\n\n[28:04] the outcomes so these are customer\n\n[28:06] reported results and metrics so they're\n\n[28:08] reinforcing all my claims this is social\n\n[28:10] proof\n\n[28:11] for Google, for the AI platforms. I'm\n\n[28:15] presenting that social proof for them in\n\n[28:17] an easy digestible format.\n\n[28:20] You know, you're going to want to put\n\n[28:21] your reviews on your site, your social\n\n[28:22] proof on your site for your, you know,\n\n[28:24] your your users to see it as well, but\n\n[28:26] you also want to do it in a format so\n\n[28:28] that all the bots can see it, that\n\n[28:29] Google's going to see it, and the AI\n\n[28:31] bots are going to see it. So again,\n\n[28:33] we're consolidating everything whether\n\n[28:35] it's Google, clutch, LinkedIn, any\n\n[28:36] industry platforms, I want to pull them\n\n[28:39] all into this file here and we're\n\n[28:41] basically creating a tru uh trust\n\n[28:44] pattern recognition. So basically that\n\n[28:46] analysis I talked about thematic\n\n[28:48] analysis, it's going to reveal\n\n[28:50] consistent strengths about your\n\n[28:53] products, your services, and your brand\n\n[28:56] that these AI bots are going to be able\n\n[28:57] to recognize by seeing that. they're\n\n[28:59] going to see the overview and they're\n\n[29:01] going to see all these reviews. But just\n\n[29:03] by seeing this, I've seen just by doing\n\n[29:06] this, I have seen um\n\n[29:10] this alone more of a bigger increase.\n\n[29:12] It's been adding to the trust kind of\n\n[29:15] anecdotally in in what I've seen as\n\n[29:17] well. I've seen more uh AIO reviews\n\n[29:19] popping up just by adding this in here\n\n[29:22] presenting myself as a if someone\n\n[29:24] mentioned honest before something like\n\n[29:26] that you know just adding honest to the\n\n[29:28] term giving them that that big theme.\n\n[29:31] Yep.\n\n[29:31] Do you include negative reviews for any\n\n[29:33] reason?\n\n[29:34] I try not to.\n\n[29:36] Yeah. Yeah.\n\n[29:38] Four star.\n\n[29:42] Yeah. I'm going through it for the most\n\n[29:43] part and just, you know, highlighting\n\n[29:45] the good stuff, what I want them to see\n\n[29:47] about me, kind of presenting my painting\n\n[29:49] my brand as the the solution to\n\n[29:51] everything and uh and doing it that way.\n\n[29:53] You I'm not necessarily going to throw\n\n[29:55] them. They'll find them obviously, but\n\n[29:57] why give it to them, right?\n\n[30:00] So those are the main file types I add\n\n[30:02] on top to my LMS files, reviews,\n\n[30:05] glossery, and then um\n\n[30:08] the uh frequently asked questions, the\n\n[30:10] query, fan ask, and everything else. And\n\n[30:12] again, I just want to present myself as\n\n[30:14] a subject matter expert. And this is why\n\n[30:17] we're the best at what we are, what we\n\n[30:18] do.\n\n[30:21] So now, how are we going to optimize all\n\n[30:24] that information to make sure that the\n\n[30:25] AI bots are finding it? So this is a,\n\n[30:28] you know, handful or about six different\n\n[30:30] things I'm doing to make sure that my\n\n[30:33] files are found every time. So when\n\n[30:34] people are complaining that these don't\n\n[30:36] get crawled, I'm seeing hundreds if not\n\n[30:39] I'm seeing e-commerce sites with\n\n[30:41] thousands of hits to these LMS text\n\n[30:42] files. They're getting hit. They're\n\n[30:44] getting crawled. I'm making sure they're\n\n[30:46] finding it. So I'm doing that internal\n\n[30:48] file referencing I talked about. So at\n\n[30:50] the bottom of every LMS text file and\n\n[30:52] every file that's in that stack has\n\n[30:54] references to all the other files. I'm\n\n[30:56] making sure I'm tying everything\n\n[30:57] together. I'm creating a separate XML\n\n[31:01] sitemap just for all my files. So,\n\n[31:03] there's a separate file that gets pushed\n\n[31:05] into the sitemap index file as well that\n\n[31:08] lists all my LMS files, all my\n\n[31:10] supporting files, they're all in there.\n\n[31:12] I'm doing meta tag header injection. So\n\n[31:16] no matter what page someone lands on my\n\n[31:18] site, no matter what page that AI bot\n\n[31:20] comes in, the first thing they're going\n\n[31:22] to see is that link rail equals\n\n[31:24] alternate textplane and then a link to\n\n[31:27] my LMS text file, link to my LMS full\n\n[31:29] file, a link to my glossery file, or\n\n[31:31] everything else. All that stuff is\n\n[31:33] injected into the header. So no matter\n\n[31:35] where they're coming in, the the Google\n\n[31:37] bots are seeing that, the AI bots are\n\n[31:39] seeing on every single page. I'm also\n\n[31:42] referencing it my robots.ext, text, you\n\n[31:45] know, same as you would your site map.\n\n[31:47] Make sure all this stuff is in there as\n\n[31:48] well, too. Make sure it's in there. We\n\n[31:50] just want to increase the um the chances\n\n[31:54] that they're going to stumble across\n\n[31:55] this and give us give us the the do that\n\n[31:57] we're owed for putting all this hard\n\n[31:58] work into it. So, as many things as we\n\n[32:01] can do to make it front and center when\n\n[32:04] someone is crawling our site, we're\n\n[32:05] going to do it. We're doing link uh you\n\n[32:08] can use the prefetch tags, link\n\n[32:10] prefetch, so increase the discovery\n\n[32:12] frequency. So you want to prefetch your\n\n[32:14] other files. You can actually build\n\n[32:16] micro silo micro silos for different\n\n[32:18] sections of your site, different files\n\n[32:19] of your site by pre if you're doing a um\n\n[32:23] for example the uh a geo related um\n\n[32:26] stack. You know, you you built the\n\n[32:29] subdirectory LMS files for your your\n\n[32:32] specific location. You have a an FAQ\n\n[32:35] section related to that particular\n\n[32:36] location. You have reviews just related\n\n[32:39] to that particular location. You have\n\n[32:40] all those files. you can prefetch those\n\n[32:43] links within the header of of those\n\n[32:45] particular sections so they'll find them\n\n[32:47] all right out of the gate.\n\n[32:49] Question\n\n[32:52] link prefetch. I could be wrong but is\n\n[32:54] isn't that something you can just enable\n\n[32:56] on WP Rocket if it's doing that or are\n\n[32:58] you doing something different?\n\n[33:00] Yeah. Yeah, you can do that for the\n\n[33:02] thing the things that are embedded in\n\n[33:03] way but these these aren't necessarily\n\n[33:05] files that are links within the the\n\n[33:07] content itself. These are these are\n\n[33:09] supporting text file types outside of\n\n[33:11] the content. So I want to make sure all\n\n[33:13] that stuff is pushed in there. Um\n\n[33:17] custom mime types is something I'm\n\n[33:19] playing around with. So I don't know if\n\n[33:21] you guys have ever done this, but I just\n\n[33:22] I just talked about it basically with\n\n[33:24] the the metatag header injection link\n\n[33:27] re. So that text plane um that you're\n\n[33:32] putting a a mime type in there. So it\n\n[33:34] really was a my bad. My bad. I didn't\n\n[33:36] hear you bro. What? You said you tested\n\n[33:37] custom what?\n\n[33:38] Custom mime types.\n\n[33:39] Mine types.\n\n[33:40] MIME.\n\n[33:41] What's Yeah, I don't know what that is.\n\n[33:43] So, I guess\n\n[33:44] originally a multi-purpose internet mail\n\n[33:47] extension, a way to kind of expand the\n\n[33:48] capability of email and now it's just a\n\n[33:51] a naming convention that can be used in\n\n[33:53] your your HTML structure. So, you can\n\n[33:56] actually create and I'm using this type\n\n[33:59] specifically\n\n[34:00] to work my brand name into there. So\n\n[34:03] there is what's called a vendor tree\n\n[34:05] mind type where you can it'll be um like\n\n[34:10] I said a text plane it'll be\n\n[34:12] applicationdmax\n\n[34:15] burst whatever the file is. So I'm\n\n[34:18] working my brand name branding myself\n\n[34:22] branding these files under my brand name\n\n[34:24] out there and registering that custom\n\n[34:26] mime type under my brand name. So, I'm\n\n[34:28] making sure that I'm drawing attention\n\n[34:30] to my brand name and not just the files\n\n[34:32] and tying everything together there. So,\n\n[34:34] that's another way that I'm playing\n\n[34:36] around with really drawing attention to\n\n[34:37] my brand. Again, pound that brand, who\n\n[34:40] you are, what you doing, where you do\n\n[34:42] it. Right.\n\n[34:42] That's right, [ __ ]\n\n[34:43] So, now do it in the htm. Do it in the\n\n[34:44] HTML code. You know, I mean, Simon\n\n[34:47] preaches that stuff all the time. All\n\n[34:48] these custom HTML tags and everything\n\n[34:50] else. So, this is just another way of\n\n[34:53] doing that. if I'm going to be sending\n\n[34:55] those link rail links to my files, why\n\n[34:58] not work my brand brand name into it and\n\n[35:00] make it even a little more relevant to\n\n[35:02] who I am and what I do. But those are\n\n[35:05] most of the ways that I'm drawing\n\n[35:07] attention to all my files and making\n\n[35:09] sure they're getting crawled. The big\n\n[35:11] thing has been the the metatag header\n\n[35:14] injection. Like I said, anytime any page\n\n[35:16] they hit the they hit my site, no matter\n\n[35:18] where they come in, they're finding my\n\n[35:21] files. They are calling them pretty\n\n[35:22] quickly.\n\n[35:25] XML sitemaps.\n\n[35:27] I'm also leveraging them a little\n\n[35:28] differently as well. Other than just\n\n[35:30] creating dedicated sitemaps from the LMS\n\n[35:32] text files, I do create custom sitemaps\n\n[35:36] as well for off- page stuff I want to\n\n[35:38] draw attention to. So, just like I can\n\n[35:41] bring that those authority signals uh\n\n[35:43] those trust signals from off- page into\n\n[35:46] my LMS text file, I can actually do the\n\n[35:49] same thing with custom site maps. Are\n\n[35:51] you doing location?\n\n[35:53] So I can do that. Yep, I do that as well\n\n[35:54] too. Yep. But with these custom site\n\n[35:56] maps, what I'm doing is I'm using a\n\n[35:58] plugin like pretty links, for example.\n\n[35:59] I'm doing redirects. So it'll be like\n\n[36:02] brianwim.com,\n\n[36:04] you know, link one, but that link is an\n\n[36:07] external link to somewhere else. So now\n\n[36:09] I have a a string of links. I'm creating\n\n[36:12] a custom sitemap for submitting that.\n\n[36:14] Um, and you know, at first glance it\n\n[36:17] looks as if it's a say, you know, these\n\n[36:18] are internal links, but they're really\n\n[36:20] external links that are going in rails.\n\n[36:22] So, I'm getting all those external\n\n[36:23] authority signals as well, too.\n\n[36:30] READ\n\n[36:31] TELL THEM AGAIN, PLEASE, BRO, because\n\n[36:34] that's like heavy duty, bro. So, not\n\n[36:36] only do I do an XML sitemap just for the\n\n[36:39] internal links for my LMS files or\n\n[36:41] supporting files, but I can create\n\n[36:43] custom site maps by collating a list of\n\n[36:45] any link out there that I want them to\n\n[36:46] find reling information about my LMS\n\n[36:50] text files about my claims, who I am,\n\n[36:52] what I do, whether it's a string of\n\n[36:54] press releases that I want or all my\n\n[36:56] authority listings or anything like\n\n[36:59] that. I just create a list of redirects.\n\n[37:01] I import the spreadsheet of all those\n\n[37:03] links into Pretty Links, for example. it\n\n[37:06] creates custom uh custom redirects for\n\n[37:08] me and then I can use those create a\n\n[37:10] custom site map from those links and\n\n[37:12] just push it out there. So these are all\n\n[37:15] the ways that I can make them find what\n\n[37:17] I want to make them find for me.\n\n[37:21] Sorry. Uh technical nerd question on the\n\n[37:23] robots.\n\n[37:32] Little technical nerd question on the\n\n[37:34] robust txt. Yep. So if you want your for\n\n[37:37] example sitemap sitemap colon sitemap,\n\n[37:40] what do you do for the LMS?\n\n[37:42] Same thing. Llms sitemap. I'm calling\n\n[37:44] out those sitemaps in there as well too.\n\n[37:45] So LLM sitemap colon.\n\n[37:47] Yep.\n\n[37:48] That's it. Simple as that.\n\n[37:50] Just making sure it's all in there.\n\n[37:53] So those are my my on page techniques.\n\n[37:56] How I'm leveraging LLMS. Of course, you\n\n[37:58] have to do everything else that you\n\n[37:59] would normally do. Your content has to\n\n[38:01] be on point. You have to make sure that,\n\n[38:02] you know, your your technical SEO is up\n\n[38:04] to snuff, but I'm just leveraging the\n\n[38:06] LMS text file a lot differently than\n\n[38:08] most other people are because I didn't\n\n[38:11] want it to just be a glorified site map.\n\n[38:13] I love playing around with new new\n\n[38:14] things like that. I always think to\n\n[38:16] myself, how can I tear it apart and make\n\n[38:18] use of it? How can I leverage it? and\n\n[38:20] it's been working really well for me\n\n[38:21] doing it this way, stacking those file\n\n[38:23] types together, stuffing my uh stuffing\n\n[38:26] my stuffing my LMS text files with\n\n[38:28] everything I want them to find. Um, now\n\n[38:30] I'm going to support it with the off-\n\n[38:32] page stuff. So now, how do I bring in\n\n[38:35] those authority signals and get myself\n\n[38:37] into the AI overviews? And I'm primarily\n\n[38:41] going to use these types of content to\n\n[38:44] make it happen. We talked about\n\n[38:46] listicicals yesterday, listicles and\n\n[38:48] awards. Uh, interview style articles\n\n[38:51] have been huge for me. Expert roundups,\n\n[38:54] and I'll show you the trick in that to\n\n[38:56] make that really work well.\n\n[38:58] Advertorials, sponsored content, people\n\n[39:01] sleep on it. Don't. It works great.\n\n[39:04] Research reports. We've all seen these\n\n[39:06] type of research reports. The state of\n\n[39:08] the digital marketing for the next five\n\n[39:09] years from 2026 to 2030. These 30page\n\n[39:13] reports, they're kicking ass for this\n\n[39:15] stuff. It's data. Google loves data. The\n\n[39:18] AI bots love data and press releases\n\n[39:22] from a tier one and a tier 2\n\n[39:24] perspective. And I'll explain how I'm\n\n[39:25] using both of them. But these are the\n\n[39:27] six types of content I use to really\n\n[39:29] dominate AI overviews. And I'll go\n\n[39:32] through each and every one, give you the\n\n[39:34] tips, techniques, and things I'm using,\n\n[39:36] the little hacks that work really well\n\n[39:38] for each one.\n\n[39:40] So the reason I love listicles query\n\n[39:43] alignment best of specific category top\n\n[39:46] solution for a particular need. So these\n\n[39:48] are the most common query patterns. If\n\n[39:51] you're making a listical inclusion as\n\n[39:53] you're making a listical inclusion a\n\n[39:54] direct citation pathway people are\n\n[39:57] always looking for these types of\n\n[39:58] things. These are always surfaced in AI\n\n[40:02] overview when someone looking for a a\n\n[40:04] product a service or the best of in a\n\n[40:07] particular geol location. That's why I\n\n[40:09] love these listicles or an award winner,\n\n[40:11] the top award winner in a particular\n\n[40:13] location.\n\n[40:14] You're giving yourself an implied\n\n[40:16] endorsement by appearing on these\n\n[40:17] curated lists. You're basically giving\n\n[40:20] those third party validation signals to\n\n[40:21] the AI bots. You're seeing yourself all\n\n[40:24] over the place listed as, you know, the\n\n[40:26] top of the heap or one of the top 10 or\n\n[40:29] top five for a particular product, for a\n\n[40:32] particular service in a particular\n\n[40:33] location and they keep seeing it over\n\n[40:35] and over again. It's a consensus model,\n\n[40:39] you know, we all know it. So, you're\n\n[40:40] building that consensus in their mind by\n\n[40:42] appearing consistently on these lists\n\n[40:44] all across the internet.\n\n[40:47] Yep. Exactly. And\n\n[40:49] competitive displacement. So, your\n\n[40:52] placement in the best of content\n\n[40:53] positions your brand in responses where\n\n[40:56] competitors would otherwise be cited\n\n[40:58] exclusively. So you're taking uh you\n\n[41:00] know landscape away from your\n\n[41:02] competitors and you're being mentioned\n\n[41:04] with maybe bigger competitors like you\n\n[41:05] were just talking about the co-\n\n[41:06] citation. So now they're seeing you in a\n\n[41:08] new light as you should be mentioned\n\n[41:11] just along with these these these bigger\n\n[41:13] competitors are out there. So I'm doing\n\n[41:15] these all the time pushing them out\n\n[41:17] there. I'm doing it on my news networks.\n\n[41:19] I'm doing it on my uh my PBNs. Just\n\n[41:22] pushing it out there listical for myself\n\n[41:24] for my clients and everything else.\n\n[41:26] If you're a little uh leery of, for\n\n[41:29] example, we tal I think we talked\n\n[41:30] yesterday about with with lawyers, you\n\n[41:32] know, not mentioning them as the best or\n\n[41:35] something like that, a little a way you\n\n[41:38] can do that is not listing them or\n\n[41:42] numbering the listical itself, not not\n\n[41:44] positioning yourself as the best. Um\n\n[41:47] could be just a list of uh you know 10\n\n[41:50] different lawyers in a particular\n\n[41:51] location for example. But what I'll do\n\n[41:54] is within the schema behind the scenes,\n\n[41:56] I do it as a list item and I'm number\n\n[41:59] one in the list and the schema on the\n\n[42:00] back end. Not necessarily a list. It's\n\n[42:02] not necessarily an ordered list on the\n\n[42:04] front end or naming myself number one,\n\n[42:06] but the schema does support it that I'm\n\n[42:08] number one on that list. So, so trick\n\n[42:11] them that way. So, make sure it's in the\n\n[42:14] schema and make sure it's in the content\n\n[42:16] itself. If it's a a niche that you can't\n\n[42:19] really do that uh for a specific\n\n[42:21] purpose, do it in a schema. Just make\n\n[42:23] sure it's in there, that you're listed\n\n[42:25] as number one within the schema. Um,\n\n[42:28] next type of content,\n\n[42:31] interviews and QA formats. So, this has\n\n[42:34] been kicking ass. I do AI generated\n\n[42:36] interviews of myself, my partners, my\n\n[42:39] clients.\n\n[42:40] Basically, expert entity building. So\n\n[42:42] the interviews are establishing myself,\n\n[42:44] my team members as recognized experts,\n\n[42:47] as subject matter experts uh with\n\n[42:50] individual authority signals that are\n\n[42:53] being associated with my brand and it's\n\n[42:55] in my own brand voice. I'm getting the\n\n[42:58] message I want across in the manner I\n\n[43:00] wanted to get it across. It's in the\n\n[43:03] natural Q&A structure which we talked\n\n[43:05] about previously with the FAQs, the uh\n\n[43:07] query panouts. So the QA format mirrors\n\n[43:10] how AI systems are processing queries\n\n[43:13] and we're making that content directly\n\n[43:14] extractable for AI generated response.\n\n[43:18] And these are quotable sound bites. So\n\n[43:19] direct quotes attributed to named\n\n[43:21] experts providing AI systems with\n\n[43:24] citable statements.\n\n[43:26] So I am doing I have a claude project\n\n[43:29] for example. I just say this is what I\n\n[43:31] want to talk about. These are the FAQs I\n\n[43:33] want to talk about in there. These\n\n[43:34] questions themselves are going to be\n\n[43:36] FAQs. These questions themselves are\n\n[43:37] going to be querying fan out questions\n\n[43:39] and I'm answering them in my own brand\n\n[43:41] voice as myself or as my client or\n\n[43:43] something else and presenting ourselves\n\n[43:45] as again the solutions to these\n\n[43:47] problems. So this has worked really well\n\n[43:50] and getting AI overviews in here and\n\n[43:52] getting quotes and things pulled into\n\n[43:54] here when people are asking specific\n\n[43:56] questions about that. So interview style\n\n[43:58] articles work really well. Again, you're\n\n[44:00] just positioning yourself as a trusted\n\n[44:03] authority signal. do it over and over\n\n[44:05] again. So, we got the interview style\n\n[44:08] articles.\n\n[44:10] We got expert roundups. So, I've been\n\n[44:13] doing this forever. This is part of what\n\n[44:14] I always talked about as what what I\n\n[44:17] call catalyst content. So, when I first\n\n[44:20] started doing Google News sites, the\n\n[44:22] first thing I would do on these sites is\n\n[44:24] build out these expert roundups. So, I\n\n[44:26] would use Harrow, help a reporter out,\n\n[44:28] or some of the other relevant platforms\n\n[44:30] to source industry experts, ask them a\n\n[44:33] question, get their sound bite, get\n\n[44:35] their quote about that particular topic,\n\n[44:38] and then I would just create a list of\n\n[44:39] the top 10 responses and all these\n\n[44:42] experts that are in there um talking\n\n[44:45] about that particular topic. What that\n\n[44:47] did is it brought me instant signal,\n\n[44:50] instant traffic. So, I would publish\n\n[44:52] that listicle. or to let these experts\n\n[44:54] know, hey, you published the article\n\n[44:55] that you listed in there with your quote\n\n[44:57] in there. First thing they do, they\n\n[44:59] share it on social media. They build\n\n[45:01] back links to it. They put out a press\n\n[45:02] release about it. They're crawling\n\n[45:04] through the rest of my site. See if\n\n[45:05] there's other articles they want to be\n\n[45:06] mentioned as well. So, I'm getting\n\n[45:08] instant authority, instant social\n\n[45:10] signals, instant press releases put out\n\n[45:12] for me, all for free, just by sourcing\n\n[45:15] these quotes from these experts in here.\n\n[45:17] Now what I'm doing is I'm injecting\n\n[45:20] myself or my client as one of the\n\n[45:22] experts in there as well and entering\n\n[45:24] you know anything I want to as a um in\n\n[45:28] my brand voice. So again co-itation\n\n[45:31] authority by citation. So my expert\n\n[45:34] appearing alongside recognized industry\n\n[45:36] voices is going to create those entity\n\n[45:38] relationships that elevate the brand's\n\n[45:40] perceived credibility. So building that\n\n[45:42] trust and authority just by being\n\n[45:44] mentioned alongside all these other\n\n[45:45] recognized experts in the industry,\n\n[45:49] multissource validation. So they do seem\n\n[45:53] to favor the content that features\n\n[45:55] multiple expert perspectives. So for the\n\n[45:57] most part, it's a consensus model.\n\n[45:59] They're looking for consensus among all\n\n[46:01] these experts. So by having those\n\n[46:04] multiple experts, could be 10, 15, 20\n\n[46:06] experts, whatever you want to do with\n\n[46:08] yourself obviously mixed in as one. um\n\n[46:11] you're going to increase the likelihood\n\n[46:12] of these citations over a single author\n\n[46:14] piece. So, it's an easy way to get\n\n[46:16] traffic, to get back links, to get press\n\n[46:18] releases, to get social signals, to\n\n[46:21] build that consensus model, and to build\n\n[46:23] that co- citation just by being\n\n[46:24] mentioned along with those other\n\n[46:25] experts.\n\n[46:27] And the repeated appearances and\n\n[46:28] roundups on specific topics are\n\n[46:30] signaling that deep expertise in that\n\n[46:33] particular topic, that particular\n\n[46:34] subject. So you're hitting all the all\n\n[46:36] the high points that you want to do for\n\n[46:38] trust and authority just by injecting\n\n[46:40] yourself with expert roundups, but do it\n\n[46:43] in a way that you're doing it. You're\n\n[46:44] actually pulling in real experts. You're\n\n[46:46] using Harrow or these other platforms to\n\n[46:50] get people's expert opinions on a\n\n[46:52] particular topic, a particular subject,\n\n[46:54] and putting yourself in the mix along\n\n[46:56] with all of them. I've been doing it for\n\n[46:58] years. It's worked even better with the\n\n[47:00] AI AI stuff, AI overviews for now.\n\n[47:04] um advertorials, featured articles,\n\n[47:06] sponsored content, pay to play, why not\n\n[47:09] get yourself out there, tell a story\n\n[47:11] about your brand.\n\n[47:13] So, you're leveraging uh you know the\n\n[47:15] domain authority, you know, usually\n\n[47:16] these these bigger brands, these bigger\n\n[47:18] websites, you're placing your content,\n\n[47:19] these high authority publications,\n\n[47:20] sparking the domain of credibility.\n\n[47:23] You're getting that that trustworthiness\n\n[47:25] just from appearing on those particular\n\n[47:27] topics. I don't care if it's market\n\n[47:29] sponsored. It doesn't doesn't matter to\n\n[47:31] me. I'm getting to tell the message that\n\n[47:33] I want to tell. I'm controlling the\n\n[47:34] message on trusted platforms.\n\n[47:37] Um, so I'm allowed to craft my brand\n\n[47:40] positioning exactly as I want. I can\n\n[47:42] talk about my products, my services,\n\n[47:44] myself in any manner I want. And I'm\n\n[47:46] paying for it. They're letting me do it\n\n[47:47] in that manner. And they're getting\n\n[47:49] crawled because they're on these high\n\n[47:50] authority sites. And I'm getting the\n\n[47:53] backlink and the citation compounding.\n\n[47:55] So, I'm creating these indexable brand\n\n[47:56] mentions on authoritative domains and\n\n[47:59] they reinforce those entity signals\n\n[48:01] across the web. So, do yourself a favor,\n\n[48:04] start sourcing these websites that allow\n\n[48:06] you to do that, that are pay to play,\n\n[48:08] that do allow you um\n\n[48:12] to put an advertorial out there to talk\n\n[48:14] about you and you're controlling the\n\n[48:16] messaging yourself on those high\n\n[48:18] authority platforms.\n\n[48:19] What would be like average price to\n\n[48:20] expect to pay? I mean, I've done it from\n\n[48:23] 20 bucks to 2,000 bucks, depending on\n\n[48:25] what it is.\n\n[48:27] Yep.\n\n[48:29] You can do advertorial style articles on\n\n[48:31] your own, too, as well on your um on\n\n[48:33] your own PBNs, on your own networks. I\n\n[48:34] do I do that, too. You know, I build out\n\n[48:36] these sponsored articles on my own\n\n[48:38] networks. I'm sponsoring myself. But, uh\n\n[48:41] again, I want to get that brand message\n\n[48:43] out there and do it that way. So, if\n\n[48:45] you're too cheap to pay, do it on your\n\n[48:46] own networks. But those bigger platforms\n\n[48:50] are really going to do wonders for you.\n\n[48:52] Uh industry research reports.\n\n[48:55] So\n\n[48:58] these have worked really well recently.\n\n[49:02] These original statistics and findings\n\n[49:03] are giving AI systems the information\n\n[49:05] they can't find elsewhere. So these are\n\n[49:07] unique reports. They're you're creating\n\n[49:09] these ginormous reports 20 30 pages\n\n[49:13] talking about a particular topic,\n\n[49:14] particular subject. I'm using Manis for\n\n[49:17] example just to build these out. You\n\n[49:19] know, I just prompt something into\n\n[49:20] Manis. I want to build out a report\n\n[49:21] about this particular topic, this\n\n[49:23] particular subject. I want to answer\n\n[49:25] these questions in here, these FAQs,\n\n[49:27] these fan uh query fanouts. I want to\n\n[49:30] make sure my brand is injected into the\n\n[49:31] mentions in here. I want to be one of\n\n[49:34] the subject matter experts reported in\n\n[49:36] this particular research report. I\n\n[49:38] literally build out sites that just\n\n[49:40] publish research reports like that in my\n\n[49:42] network. That's all I do. It has\n\n[49:44] published report after report after\n\n[49:46] report kind of like a scaled down\n\n[49:48] version of Pew Research which is just\n\n[49:51] report after report after report. Um\n\n[49:55] these research data reports they get\n\n[49:57] referenced repeatedly. So it's it's an\n\n[49:59] evergreen an evergreen manner building\n\n[50:02] back links getting your name out there\n\n[50:03] getting those AI citations and just\n\n[50:05] doing it over and over again. Like I\n\n[50:07] said, we've all seen them be before\n\n[50:10] those um reports that talk about, you\n\n[50:12] know, the the future of the digital\n\n[50:15] marketing industry for the next five\n\n[50:16] years or something like that. You can be\n\n[50:18] one of the agencies that are listed in\n\n[50:19] those reports with quotes from yourself,\n\n[50:22] answering the uh the PAAs, answering the\n\n[50:26] FAQs under your brand name and spinning\n\n[50:28] it any way you want. So, those have\n\n[50:30] worked really really well for getting\n\n[50:32] quoted. I've seen direct citations\n\n[50:34] coming from these reports into the AI\n\n[50:37] overviews.\n\n[50:39] Um, and then press releases.\n\n[50:43] So,\n\n[50:45] we talked about my love for Google News,\n\n[50:47] my affinity with Google News. This is\n\n[50:50] kind of my take on that moving forward\n\n[50:53] from here. I use traditional press\n\n[50:55] release source to do that, but I also\n\n[50:57] build out my own platforms. Um, I do a\n\n[51:00] lot of WP multi-sight networks now where\n\n[51:04] I build out my own press release\n\n[51:05] network. I have a domain\n\n[51:08] um, for press releases. Each subdomain\n\n[51:11] is a a city specific subdomain or a\n\n[51:14] state specific subdomain or a niche\n\n[51:17] subdomain.\n\n[51:19] Each network can have up to 800\n\n[51:20] different subdomains. So I can publish a\n\n[51:23] press release. It gets syndicated to 800\n\n[51:25] subdomains all at once.\n\n[51:28] and they're all getting indexed even\n\n[51:30] though it's duplicate content. I have\n\n[51:31] press release networks for example that\n\n[51:33] only have 80 press releases on there but\n\n[51:35] they have six 7,000 pages indexed in\n\n[51:38] Google across the entire network and\n\n[51:40] it's all duplicate content. Google loves\n\n[51:41] it. They love the news format. That's\n\n[51:44] why I take advantage of press releases.\n\n[51:46] It's actually my primary way of tier 2\n\n[51:48] link building now using these networks\n\n[51:51] using press releases. every guest post I\n\n[51:54] put out, those research reports I would\n\n[51:56] put out, those interview style articles\n\n[51:57] I would put out, I hit up with a tier 2\n\n[51:59] press release across my networks or a\n\n[52:01] real press release and power it up even\n\n[52:04] more. That press release is going to\n\n[52:06] mimic what's in that that article. So\n\n[52:08] that interview style article, that\n\n[52:09] listical article, it's going to be an\n\n[52:11] overview of that list that's going to\n\n[52:12] mention you again in the press release,\n\n[52:14] get syndicated out across the board. So\n\n[52:17] it's rapid multiplatform indexing,\n\n[52:20] distribution to the newswire,\n\n[52:21] simultaneous brand mentions, dozen of\n\n[52:23] Google news approved sites, blah blah\n\n[52:25] blah. We all know how how great they\n\n[52:27] are. Structured brand information. So\n\n[52:29] obviously your nap information is in\n\n[52:31] there. So you're pushing your nap\n\n[52:32] information AC across all the\n\n[52:34] information\n\n[52:36] and news fresh signals. So the AI\n\n[52:39] platforms\n\n[52:41] um they do prefer more recent content\n\n[52:46] than the um the SEO than the the uh\n\n[52:50] traditional search box do. If you go if\n\n[52:53] you there's been studies showing the\n\n[52:55] it's a much much newer or fresher\n\n[52:59] uh citation source that they're\n\n[53:01] referencing the AI reviews as opposed to\n\n[53:03] search. So they love news. So that's why\n\n[53:06] I love using these. I use them for my\n\n[53:09] tier one press releases and I use them\n\n[53:11] for tier two to power up all those other\n\n[53:13] types of articles that I worry I just\n\n[53:16] talked about uh before. So tier one\n\n[53:19] press releases, tier two press releases,\n\n[53:21] everything's getting pushed out. I'm\n\n[53:24] getting mentioned across all these\n\n[53:25] different types of articles. Then I'm\n\n[53:26] powering them all up with press releases\n\n[53:28] and just doing this over and over and\n\n[53:29] over again. And that's exactly how I'm\n\n[53:32] doing it. So there's nothing else.\n\n[53:35] That's it. You got my on page stack, my\n\n[53:37] off page stack\n\n[53:40] and questions.\n\n[53:43] So that is to the file QR code. You can\n\n[53:46] download the the um the uh slides and\n\n[53:51] then any questions if you want reach out\n\n[53:54] to me.\n\n[53:56] I will give you a link to a uh claw\n\n[54:00] chat. I have an archive chat that\n\n[54:02] describes that custom mind stuff, how I\n\n[54:05] use it and everything else. I will also\n\n[54:07] give you the sample files that I use for\n\n[54:09] the custom header content, the custom\n\n[54:11] footer content, the FAQs, the reviews,\n\n[54:14] and all those different markdown files.\n\n[54:16] I'll send you all those examples as well\n\n[54:18] that you can use too. So\n\n[54:20] reach out to me, hit me up on Facebook.\n\n[54:26] Yeah.\n\n[54:30] Are those Google approved?\n\n[54:32] Um, some of them are. Yeah.\n\n[54:33] Some of them.\n\n[54:34] Yeah.\n\n[54:35] Do you spend those press releases at all\n\n[54:37] or is it just straight?\n\n[54:39] I do both. So I use a plugin that allows\n\n[54:41] me to do it that does allow for spin\n\n[54:42] tax. So if it gets pushed to the\n\n[54:44] different subdomains, it will pull a\n\n[54:46] unique a slightly unique variation of\n\n[54:47] it. or I just syndicate it. Like I said,\n\n[54:50] I haven't seen any problem getting\n\n[54:51] indexed. I have 80 press releases\n\n[54:53] published on a on a network that has um\n\n[54:57] you know, five, six, 7,000 pages across\n\n[54:59] the network indexed in there. And what\n\n[55:01] I'm doing for these these networks is\n\n[55:02] I'm actually taking the sitemap index\n\n[55:04] for every subdomain, pushing into one\n\n[55:06] GSC account. So everything is being\n\n[55:08] forced into there. So I'm just having\n\n[55:10] one GSC account for the entire network\n\n[55:12] and it's indexing over and over again,\n\n[55:13] even with duplicate content.\n\n[55:16] Um, my thoughts on the LS LMS stop text\n\n[55:20] when it first came out was this thing\n\n[55:23] didn't work.\n\n[55:24] And I kept reading reading and reading\n\n[55:27] and reading and then one day I was\n\n[55:31] talking to Van Green and he told me uh\n\n[55:34] he was like, \"Well, do you validate your\n\n[55:36] schema?\" I like, \"Yeah.\"\n\n[55:39] He's like, \"Well, guess what I'm doing?\n\n[55:41] I'm making up schema\n\n[55:44] completely\n\n[55:45] like fake schema won't validate at all\n\n[55:49] and he was manipulating to get his\n\n[55:51] schema to work and he's like listen Sean\n\n[55:53] it's just markdown data\n\n[55:55] y\n\n[55:55] and that's what changed my mind on the\n\n[55:57] LMS text is that I feel like we're\n\n[56:01] beating up on a bit because it's got\n\n[56:03] this name but at the end of the day it's\n\n[56:05] just markdown data and AI are so hungry\n\n[56:08] for that. So whether it's approved by\n\n[56:11] Google or not, it doesn't matter.\n\n[56:13] Everything is eating up so much of this\n\n[56:16] markdown data. It's just Yeah, you have\n\n[56:19] to do this. It's so freaking important.\n\n[56:23] Follow stuff.\n\n[56:27] If you follow any of Ted Kitus' stuff,\n\n[56:29] one of the things he'll first tell you\n\n[56:30] is like it doesn't [ __ ] matter where\n\n[56:32] it is. is readable on the page. Whether\n\n[56:35] it's a hidden dim, whether it's stealth\n\n[56:38] SEO is you heard Ted talk about that. As\n\n[56:41] long as it's on the page, as long as\n\n[56:43] it's parsible, readable,\n\n[56:46] that's all that matters. It can be a\n\n[56:48] markdown file. It can be a text file. As\n\n[56:51] long as you're putting that data on the\n\n[56:53] page where Google can read it and\n\n[56:55] understand, oh, here's this. Here's a\n\n[56:57] semantic triple. Here's who you are,\n\n[57:00] what you do, where you do it. Here's all\n\n[57:01] of this data. It's gonna take that and\n\n[57:04] just kick it right back out.\n\n[57:06] Yep.\n\n[57:06] I'll just say this. I can't publicly\n\n[57:08] show the companies, but I worked with a\n\n[57:10] couple franchises recently and we helped\n\n[57:13] with some stuff. Couldn't get access. So\n\n[57:15] then we were like, well, just [ __ ]\n\n[57:16] add this file, right? Just that. And\n\n[57:18] then the GSC\n\n[57:21] like that [ __ ] works for sure. Don't\n\n[57:23] sleep.\n\n[57:25] Just added the LL text file. Nothing\n\n[57:27] else. The GSC went.\n\n[57:31] So, so one more sneaky trick. Take your\n\n[57:35] LMS text file and bed it [ __ ]\n\n[57:37] everywhere. Throw it on embed network\n\n[57:38] like it would any other file.\n\n[57:40] That shit's a chity. All that and give\n\n[57:42] it to them in the MD file.\n\n[57:44] Yep. That's it.\n\n[57:45] Was there any other questions for Brian?\n\n[57:48] Enjoy.\n\n[57:50] And guys, lunch is outside. you want to\n\n[57:52] grab come in um questions just\n\n[57:56] I'm just curious for the ads part when\n\n[57:59] you were like talking about advertising\n\n[58:00] an article uh are there any in\n\n[58:03] particular that are worth paying for\n\n[58:05] um\n\n[58:07] all the big names that you would\n\n[58:08] normally think of you know kind of the\n\n[58:10] forb style ones I will I'll actually\n\n[58:12] share a um a resource I use if you guys\n\n[58:15] reach out to me hit me up on Facebook\n\n[58:17] I'll give you a link to where I can find\n\n[58:19] these things pretty easily along along\n\n[58:21] with any of the example files and\n\n[58:22] everything else you guys need. Just if\n\n[58:23] you're not friend with me on Facebook,\n\n[58:26] reach out to me.\n\n[58:28] I would also suggest looking at industry\n\n[58:30] publications and getting paid promotion\n\n[58:33] at journals and industry publications\n\n[58:35] like me. I do TCIA industry of America\n\n[58:39] that that type of stuff and you're I'm a\n\n[58:41] paid member because this is a badge on\n\n[58:44] tree hq directory site gives me\n\n[58:46] opportunities and then also do\n\n[58:48] editorials and that kind of stuff. So,\n\n[58:50] industry publications carry a lot of\n\n[58:51] weight.\n\n[58:51] Yes.\n\n[58:52] No doubt.\n\n[58:53] Yes. Very much so. Any other questions\n\n[58:55] for Brian?\n\n[58:56] All right, guys. Give it up for the OG,\n\n[58:58] baby. Come on now.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_2_-_Jim_Sabellico", "title": "SEO Rockstars 2026: Day 2 - Jim Sabellico", "video_url": "https://www.youtube.com/watch?v=E_XkTNXoM90", "transcript": "[00:04] Thank you.\n\n[00:08] All right. So, um, y'all can hear me.\n\n[00:11] Okay, right? Is this not too loud? We're\n\n[00:12] good. Okay. Uh, we're going to talk\n\n[00:14] about the unfair advantage of AI and how\n\n[00:16] you can use it. And I know that AI is a\n\n[00:18] topic very popular for everyone. Um, so\n\n[00:21] we're going to jump into it. Uh, because\n\n[00:23] a lot of you probably came here for some\n\n[00:24] ninja level tricks, some prompts,\n\n[00:26] workflows, automation hacks. Um, but\n\n[00:29] just a fair warning, this is a classic\n\n[00:32] internet marketer bait and switch. This\n\n[00:34] is not going to be the AI that you think\n\n[00:36] it's going to be about. So, you're\n\n[00:38] welcome for that. Um, and the reason why\n\n[00:40] is not because AI doesn't work, but that\n\n[00:42] advantage is temporary and fading.\n\n[00:46] So, everyone in this room has access to\n\n[00:48] these same tools. Um, your competitors\n\n[00:51] have them, your clients have them. U, a\n\n[00:53] lot of you are probably building tools\n\n[00:55] as we speak. But if your strategy is\n\n[00:58] thinking you're going to use AI better\n\n[01:00] than everybody else, that advantage is\n\n[01:03] shrinking every day, right? So, you're\n\n[01:05] going to try and do that, you're going\n\n[01:06] to come out of here with some awesome\n\n[01:07] tips and tricks, and yes, they're\n\n[01:09] awesome. But what I don't want you to do\n\n[01:11] is I don't want you to think that's the\n\n[01:13] only thing you can do because you're\n\n[01:15] going to be back here uh in six, 12\n\n[01:17] months. And yes, obviously, of course,\n\n[01:18] we want you to come back, but we don't\n\n[01:20] want you to turn into an internet\n\n[01:21] marketing junkie where you need your\n\n[01:22] next fix, right? We want you to build\n\n[01:24] something sustainable that's going to\n\n[01:25] stand out.\n\n[01:28] So there is an unfair advantage in all\n\n[01:31] of this. It just doesn't have anything\n\n[01:32] to do with artificial intelligence.\n\n[01:34] Okay? There's a different AI we're going\n\n[01:36] to cover and I'm going to get to that in\n\n[01:37] a minute. But before I talk about that\n\n[01:41] kind of AI, I want to talk about this\n\n[01:44] feeling, right? This feeling you get\n\n[01:45] when you open up your DMs and you see a\n\n[01:47] message that says, \"Hello, sir.\"\n\n[01:51] You know exactly what's going to happen,\n\n[01:53] right? You're going to be sold\n\n[01:53] something. This probably feels really\n\n[01:56] familiar to most of you,\n\n[02:00] but you never get that and you're never\n\n[02:02] like, \"Man, I'm so excited. I can't wait\n\n[02:04] to see what this person's going to sell\n\n[02:05] me.\" You say, \"No, delete.\" You move on.\n\n[02:10] But of course, you know, like any good\n\n[02:12] internet marketer, we're not going away\n\n[02:14] because now they have access to AI and\n\n[02:16] it's getting better every single day.\n\n[02:18] So, you're going to start to get this. I\n\n[02:22] don't know if you've seen this video\n\n[02:23] yet.\n\n[02:25] assuming I can play this here.\n\n[02:29] But now we can start to use AI to change\n\n[02:32] appearances\n\n[02:33] because I guarantee you if you get this\n\n[02:38] Well, pause it.\n\n[02:42] All right. Sorry. If she shows up in\n\n[02:45] your DMs and starts asking you a\n\n[02:46] question, good chance you're going to\n\n[02:48] open that DM up and you're going to\n\n[02:49] answer it. There's also a chance half of\n\n[02:51] you are subscribed to her Only Fans.\n\n[02:53] Okay,\n\n[02:56] just remember who you're talking to.\n\n[02:59] All right. Why? Because marketers ruin\n\n[03:01] everything. Okay. We've used AI to solve\n\n[03:03] a problem and in the process, we've\n\n[03:05] created a much bigger one.\n\n[03:09] So, what is that problem? That problem\n\n[03:11] is trust is at an all-time low. And\n\n[03:13] that's not just in marketing. That's in\n\n[03:15] everything. That's in brands,\n\n[03:16] institutions, it's in the news. It's in\n\n[03:18] everyone trying to be authentic. Now, it\n\n[03:21] obviously didn't start with AI, but what\n\n[03:23] AI is doing is it's making it\n\n[03:25] exponentially worse at a faster rate.\n\n[03:28] Okay? So, how did we get here? We're\n\n[03:30] going to do a little history lesson\n\n[03:32] because if we don't understand how we\n\n[03:34] got here, we're not going to understand\n\n[03:36] how to move forward.\n\n[03:38] So, here's what's coming next. Um, well,\n\n[03:41] let me start back. Here's what's\n\n[03:42] happened and then we'll get to what's\n\n[03:44] coming next. Creation used to be the\n\n[03:46] barrier, right? So, 10 years ago, the\n\n[03:48] question was simple. Can you create\n\n[03:50] content? If you could write, you could\n\n[03:52] design, you could publish, you had an\n\n[03:54] advantage over everyone else who had no\n\n[03:55] idea what to do, right? Creation was\n\n[03:57] hard, distribution was harder. And if\n\n[04:00] you could do both, you won the market.\n\n[04:05] Then scale became the game. So the tools\n\n[04:08] got better. You got access to WordPress,\n\n[04:09] to Canva, to Buffer. You started to\n\n[04:12] automate some stuff.\n\n[04:13] So the question became, can you take\n\n[04:15] that content creation that you can now\n\n[04:17] do a little bit easier and can you do it\n\n[04:19] faster and cheaper? You can do some ift.\n\n[04:21] You can do all these things to get\n\n[04:22] content out faster, right? So you could\n\n[04:24] just publish more, rank more, get more\n\n[04:27] traffic.\n\n[04:29] Then we started gaming quality. Okay, so\n\n[04:32] now that you could do that, then we're\n\n[04:34] trying to figure out how do we get the\n\n[04:35] best stuff out. So we hired writers, we\n\n[04:37] used templates, we got content farms,\n\n[04:40] right? So then the bar for good enough\n\n[04:42] kept dropping lower and lower and now\n\n[04:45] we're trying to catch up to that. We're\n\n[04:46] trying to figure out what is good\n\n[04:47] content, what is helpful stuff. What is\n\n[04:49] actually going to separate signal from\n\n[04:51] noise, right? Because Google wants to\n\n[04:53] show you the right answer, not just the\n\n[04:55] garbage. So I mean that's essentially\n\n[04:58] their goal, right? They want to give\n\n[04:59] users what they want. They want the best\n\n[05:00] answer. How do you get to be the best\n\n[05:02] answer?\n\n[05:04] Then AI showed up and turbocharged\n\n[05:07] everything into the ground. So now you\n\n[05:09] can create a 100 blog posts in an\n\n[05:11] afternoon. You can rewrite your\n\n[05:12] competitor's content. You can create\n\n[05:14] original content that passes plagiarism\n\n[05:16] checks. You can do all this awesome\n\n[05:17] stuff from your phone while you're on\n\n[05:19] the toilet. Right? You could do this now\n\n[05:21] faster than ever before.\n\n[05:24] So here's the present day problem. We've\n\n[05:26] got three separate things that are\n\n[05:28] happening at the same time. Problem\n\n[05:30] number one, trust is collapsing. Okay?\n\n[05:33] People are becoming guarded because they\n\n[05:36] have a hard time telling what is real\n\n[05:37] and what is not. Right? We go back to\n\n[05:39] that video example. I'm sure you've got\n\n[05:41] relatives who say, \"Hey, I saw this\n\n[05:42] funny video.\" And you're like, \"Mom,\n\n[05:44] that's AI. Are you how do you not see\n\n[05:46] this?\" Right? But people are becoming\n\n[05:48] guarded because they don't understand\n\n[05:50] what is real and what is not. So,\n\n[05:52] they're starting to get a little bit\n\n[05:53] burned out on accepting this content in\n\n[05:56] without understanding is it real or am I\n\n[05:58] going to be an idiot for believing this?\n\n[06:00] And that's not your fault necessarily,\n\n[06:02] but as a marketer, that is now your\n\n[06:04] problem.\n\n[06:07] Problem number two, people are isolated\n\n[06:10] and getting further and further\n\n[06:11] isolated. So people are spending more\n\n[06:14] and more time alone consuming content.\n\n[06:16] And what do they do when they feel\n\n[06:18] isolated and alone? They doom scroll\n\n[06:20] more content, right? They dig that hole\n\n[06:22] deeper and deeper. And people as a\n\n[06:25] society are trusting other people less.\n\n[06:28] And we are consuming more of that\n\n[06:29] content that keeps us isolated because\n\n[06:30] it's the only thing that we can do to\n\n[06:32] kind of fill that void.\n\n[06:37] The economics are changing. Okay, this\n\n[06:39] is the third part. We are now getting\n\n[06:42] faster answers, right? Algorithms are\n\n[06:44] updating to give us AI overviews, uh,\n\n[06:45] right? Different answers that are\n\n[06:47] directly fed to us faster than ever\n\n[06:50] before. Okay, so you're creating some\n\n[06:52] content. Google's now summarizing that\n\n[06:54] content right in the search. A lot of\n\n[06:56] people are getting that, never actually\n\n[06:58] clicking to build zero relationship with\n\n[07:00] you or your client, okay? that they're\n\n[07:03] getting the answer that they searched\n\n[07:04] for and they don't half of them have no\n\n[07:06] idea who the heck you even are. They\n\n[07:08] know that they got their answer they\n\n[07:09] wanted. They can care less who gave it\n\n[07:11] to them.\n\n[07:13] Okay. So, here's what's coming in the\n\n[07:15] next six to seven months. And six to\n\n[07:17] seven for anyone listening, that's for\n\n[07:18] my son. Um, all right. So, here's what I\n\n[07:21] need you to hear. This is the flood.\n\n[07:24] Okay. So, we're I think in this phase\n\n[07:26] right now, this is when tools are even\n\n[07:29] more and more accessible. Again, I'm\n\n[07:30] sure half of you have made a vibecoded\n\n[07:32] tool in the past month. Again, I know\n\n[07:35] some of you are doing literally right\n\n[07:36] now.\n\n[07:38] Every business is going to have access\n\n[07:39] to all of these things if they don't\n\n[07:41] already. Okay? Not because they want to,\n\n[07:44] but because they need to keep up and it\n\n[07:46] becomes this uh kind of constant\n\n[07:47] treadmill where you're where you're just\n\n[07:50] trying to keep up with your competitors.\n\n[07:53] So, the volume of content and the amount\n\n[07:55] of content we're putting out is going to\n\n[07:57] 10x or more. Okay? Okay. And most of it\n\n[07:59] will sound generic and garbage.\n\n[08:04] Algorithms will keep trying to filter\n\n[08:06] out the slop, right? Because algorithms\n\n[08:08] are going to do what they want to do.\n\n[08:08] They want to keep you on the platform,\n\n[08:10] but they still want to provide some\n\n[08:11] value to their shareholders. They want\n\n[08:13] to get those advertising dollars.\n\n[08:15] They're going to try and filter out the\n\n[08:17] garbage to some extent. And that's going\n\n[08:19] to be pretty difficult to do because, as\n\n[08:23] always, marketers ruin everything,\n\n[08:24] right? So, we're going to keep finding\n\n[08:25] ways to game the system because the same\n\n[08:28] AI that's creating the content is the\n\n[08:29] same one that's also learning the\n\n[08:31] filters.\n\n[08:33] So, what happens next? Trust degrades\n\n[08:36] further. Now, we get to the spot where\n\n[08:39] customers stop trusting the algorithms\n\n[08:41] because they don't know what's real. And\n\n[08:43] where do they turn instead? Okay,\n\n[08:45] they're going to start turning to people\n\n[08:47] they already trust,\n\n[08:50] communities that they're a part of, and\n\n[08:52] brands that feel human. Okay, this slide\n\n[08:56] particularly the things right in the\n\n[08:57] middle those three bullet points could\n\n[08:59] be my entire presentation. Okay, so if\n\n[09:01] you can master those three things\n\n[09:04] that's all you need. Okay, because\n\n[09:06] what's happening now in society and this\n\n[09:08] is not a SEO thing specific but this is\n\n[09:11] just exactly what culture is happening\n\n[09:13] to as people.\n\n[09:15] Okay, we are getting increasingly more\n\n[09:17] isolated. Our relationships are getting\n\n[09:20] more and more difficult to maintain. And\n\n[09:22] what happens is when you pick up your\n\n[09:24] phone and you don't know who the heck to\n\n[09:26] trust, you're going to crawl back to\n\n[09:28] someone that you know, right? It's going\n\n[09:30] to go back from when you open up your\n\n[09:31] phone and you scroll on TikTok, you get\n\n[09:32] some random person you never met before\n\n[09:34] giving you information. Now, you're\n\n[09:36] going to start to question, is that\n\n[09:37] person even real? Do I understand who\n\n[09:40] this person is?\n\n[09:41] But you can't fake the funk, right? If\n\n[09:43] you know uh let's say this person who's\n\n[09:46] been creating content for six years, you\n\n[09:48] follow them, you know who they are, you\n\n[09:50] build some level of reputation with them\n\n[09:52] or at least understand who they are,\n\n[09:53] they have a family, they have this or\n\n[09:54] that, you can start to believe them a\n\n[09:56] little bit more because you know that\n\n[09:57] they're a real person, right? There's\n\n[09:59] some community behind it.\n\n[10:01] So that brings me to the only moat left\n\n[10:05] and that is not traffic. It is trust.\n\n[10:08] Okay? Because all of you are awesome at\n\n[10:10] SEO. This is not news. Rankings are\n\n[10:13] easier to accomplish than reputation.\n\n[10:16] Okay? Reputation is a difficult thing to\n\n[10:17] do. It takes a lot of work. There are\n\n[10:19] not a lot of ninja level tricks I can\n\n[10:21] give you for reputation other than to be\n\n[10:23] your freaking self and don't be afraid\n\n[10:25] to share your story. Okay? But if you\n\n[10:27] can master reputation,\n\n[10:29] you will have an unfair advantage of\n\n[10:31] everybody else.\n\n[10:34] So this is the problem. You can't fake\n\n[10:37] relationships at scale and you can't\n\n[10:39] automate trust.\n\n[10:40] Okay. And that's where we get into the\n\n[10:42] problem part. So, how do we fix it?\n\n[10:45] Okay. How do you build trust at scale\n\n[10:48] without losing what makes you human? I'm\n\n[10:51] going to tell you, but first we're going\n\n[10:52] to talk about cake. Okay. I know that\n\n[10:55] sounds weird. Weird transition, but cake\n\n[10:57] is important to us. October 29th, 2019.\n\n[11:01] Okay, we're going to do a little story\n\n[11:03] time.\n\n[11:05] I was at the time um working at my\n\n[11:10] agency. I have a digital agency. We do\n\n[11:11] website design primarily.\n\n[11:14] I would leave for work 3, four o'clock\n\n[11:16] in the morning and I would take my phone\n\n[11:18] out and videotape the road in front of\n\n[11:20] me as I'm driving to work to show how\n\n[11:23] awesome I am. Post it on Instagram story\n\n[11:25] and tag the time to show that I was\n\n[11:27] working harder than everybody else. So,\n\n[11:29] I'm leaving the house 3 4:00 in the\n\n[11:31] morning. I get home 7 8 o'clock at\n\n[11:34] night, kiss the kids, go to bed, do it\n\n[11:37] again, right? Because it's all about\n\n[11:38] that hustle and grind. And you got to be\n\n[11:40] successful.\n\n[11:42] To me, I thought that was success,\n\n[11:43] right? The success is like you want the\n\n[11:45] most money, you want the nicest cars,\n\n[11:47] the nicest house, you want to have all\n\n[11:48] this awesome stuff. I accomplished it,\n\n[11:51] okay? Had the beautiful house, nice car,\n\n[11:55] everything you could possibly ask for.\n\n[11:57] Any toy you could possibly ever want.\n\n[11:58] Did that till this day. Okay. Okay.\n\n[12:02] October 29th, 2019 is my son's sixth\n\n[12:05] birthday.\n\n[12:08] I came home to that.\n\n[12:12] That is a half eaten birthday cake that\n\n[12:15] I didn't get to see the first half.\n\n[12:17] Okay.\n\n[12:18] 8:45 at night. Park my car in the\n\n[12:21] driveway. I come into my house\n\n[12:24] and I'm like, \"Hey, let's sing happy\n\n[12:25] birthday.\" And my wife puts down this\n\n[12:27] cake and she's not really in the mood to\n\n[12:30] talk to me because she's been dealing\n\n[12:32] with his friends over all day.\n\n[12:34] She's frustrated. I'm like, \"Hey, dad's\n\n[12:38] home. Who's not excited for dad to be\n\n[12:39] home? Let's sing happy birthday.\"\n\n[12:42] Drops a half a cake on the table.\n\n[12:48] In that moment, success,\n\n[12:51] the bank account, the cars, the whatever\n\n[12:54] you could possibly want, doesn't matter.\n\n[12:57] Okay? I was in the worst shape of my\n\n[12:59] life. 150 lbs heavier. Literally on the\n\n[13:01] brink of divorce. My wife filled out the\n\n[13:02] papers. Just hadn't submitted them yet.\n\n[13:04] Didn't really know my kids.\n\n[13:07] But I was successful. I had everything.\n\n[13:11] I had nothing. Okay? I had no\n\n[13:15] relationships at all. Barely knew\n\n[13:17] myself.\n\n[13:18] Now, I know that's a really weird\n\n[13:20] tangent to go down,\n\n[13:23] but I want to ask you a question because\n\n[13:25] I feel like something happened in this\n\n[13:27] room. You look at me different.\n\n[13:31] Not because I became more credible, but\n\n[13:34] because I just became more real for you.\n\n[13:36] You might have seen yourself in that.\n\n[13:38] You might be thinking, \"Man, I'm at this\n\n[13:40] conference in Dallas, Texas. What's\n\n[13:41] going on in my house right now?\"\n\n[13:44] You might be thinking, \"Hey, when I get\n\n[13:45] home from this conference, I'm going to\n\n[13:47] get all these awesome tools and tricks.\n\n[13:49] I'm going to go do X, Y, and Z.\"\n\n[13:52] And I want you to also think when you\n\n[13:54] walk in your house,\n\n[13:56] how you coming home to\n\n[14:00] I want you to think about, am I really\n\n[14:01] successful?\n\n[14:03] Am I actually owning my story and\n\n[14:05] telling who I am? Not just for me, my\n\n[14:08] agency, but for my clients. Because\n\n[14:10] you're not doing rankings necessarily\n\n[14:12] just to boost their bottom line, right?\n\n[14:14] Are you? No. You're trying to get them\n\n[14:16] more business so they could feed their\n\n[14:17] kids so they can spend more time with\n\n[14:19] their family so they don't have to\n\n[14:20] hustle and grind at 3:00 in the morning.\n\n[14:22] This is not about rankings, guys. This\n\n[14:24] is about reputation.\n\n[14:26] That is the version of AI. I want you\n\n[14:28] guys to understand authenticity and\n\n[14:31] intentionality.\n\n[14:34] This is your new definition of AI.\n\n[14:37] Because as we are walking down this\n\n[14:39] path,\n\n[14:40] as everyone gets access to these tools,\n\n[14:43] that is the only thing that's going to\n\n[14:45] stand out. If you can understand who you\n\n[14:48] are, what makes you unique, right? All\n\n[14:51] of that stuff is only accessible to you.\n\n[14:54] Can't be faked.\n\n[14:58] And here's where it comes unfair. Okay?\n\n[15:00] When a brand stops acting like a brand\n\n[15:02] and starts focusing on building\n\n[15:04] relationships,\n\n[15:06] they build unbreakable bonds.\n\n[15:07] Unbreakable bonds will not be affected\n\n[15:09] by algorithm updates. They will not be\n\n[15:11] affected by differences in technology.\n\n[15:14] People are loyal to relationships that\n\n[15:18] they can trust. Okay, that is the\n\n[15:20] difference between traffic and trust.\n\n[15:22] Traffic is someone who clicks. Trust is\n\n[15:25] someone who sees themselves in you.\n\n[15:29] Why is this important? Because people\n\n[15:31] have four basic needs. Okay, this is a\n\n[15:33] big part of my personal life philosophy\n\n[15:35] and I want to share with you. People\n\n[15:37] want to feel\n\n[15:40] loved, appreciated, seen and heard.\n\n[15:42] Okay, we abbreviate that as lash.\n\n[15:48] But if you remember that part that what\n\n[15:50] you're trying to do is you're trying to\n\n[15:51] get the person on the other side of that\n\n[15:53] relationship to feel those four things.\n\n[15:56] And I don't know if any of you have\n\n[15:57] kids. I want to give you a good example\n\n[15:58] of like how I relate this. Um, over the\n\n[16:02] summer, my daughter is standing out by\n\n[16:04] the by the pool and on the diving board\n\n[16:06] and she says, \"Hey, Dad, watch this\n\n[16:08] jump.\" And she jumps off the diving\n\n[16:10] board into the pool. And what do you\n\n[16:12] think the first thing she did when she\n\n[16:14] got up out of the water is?\n\n[16:19] She wants to be seen, right? We are all\n\n[16:22] just kids, guys. We are just grown-up\n\n[16:24] kids. We have the same needs. We just\n\n[16:26] want to feel loved, appreciated, seen,\n\n[16:27] and heard.\n\n[16:29] Great content used to do this. Okay? It\n\n[16:32] used to be that content because it was\n\n[16:33] difficult to make, put a lot of effort\n\n[16:35] into it, used to make us feel seen, but\n\n[16:38] now what's happening is the garbage that\n\n[16:40] we put out has no soul left in it. So,\n\n[16:44] yeah, it's getting seen, it's getting\n\n[16:46] views, but it's not connecting. It's not\n\n[16:48] building relationship.\n\n[16:51] So, what I did just now in this room is\n\n[16:53] a great example of something that works\n\n[16:55] one-on-one, right? But your job is not\n\n[16:58] really to do that oneonone because we're\n\n[17:00] marketers and we don't get paid to\n\n[17:02] connect one. We get paid to get do it at\n\n[17:04] scale.\n\n[17:06] So, how do you do it at scale? Right?\n\n[17:08] That's the thing that we're trying to\n\n[17:09] get to.\n\n[17:11] Authenticity and intentionality. And\n\n[17:13] that's a slide. I have no idea why it's\n\n[17:15] there because I made this on the plane\n\n[17:16] on the way here. But let's reinforce\n\n[17:18] that.\n\n[17:20] Authenticity is your story. It's what\n\n[17:21] shaped you. It's what you survived. It's\n\n[17:23] what you learned. But it's not\n\n[17:24] oversharing.\n\n[17:26] Okay? It's just being you. It's being\n\n[17:28] the same version of you that's at home,\n\n[17:29] that's at work, that's with your\n\n[17:31] clients. It's with everybody else. Okay?\n\n[17:33] It's understanding the core values. It's\n\n[17:35] what you believe because of what you\n\n[17:37] lived. It's what you refuse to do, and\n\n[17:39] it's what you want to do. And it's\n\n[17:40] owning that freaking thing every single\n\n[17:41] day. And showing up as that same version\n\n[17:43] of you no matter where you go.\n\n[17:49] Your intentionality is your future.\n\n[17:51] Okay? If you think about it, like your\n\n[17:52] authenticity is your past. Your\n\n[17:54] intentionality is your future. It's how\n\n[17:56] are you using this day that was given to\n\n[17:57] you. Okay? How do you show up on\n\n[17:59] purpose? Not just wandering through the\n\n[18:01] day, but like what are you doing with\n\n[18:03] this next intentional amount of time\n\n[18:04] that you get?\n\n[18:06] What are you going to say? What\n\n[18:07] relationships you going to build? What\n\n[18:10] are you going to do with the fact that\n\n[18:11] you're freaking here right now missing\n\n[18:12] out on something else? Are you going to\n\n[18:14] make it worth it? or you're just going\n\n[18:16] to take this information and just go\n\n[18:17] back to your normal life and forget to\n\n[18:19] actually apply it. But you're\n\n[18:21] sacrificing a portion of your time to be\n\n[18:23] here to learn this information. I cannot\n\n[18:25] stress enough the importance of actually\n\n[18:27] going home and using it.\n\n[18:31] I don't like God forbid, okay? But there\n\n[18:34] is a chance I might not make it home\n\n[18:35] from this conference.\n\n[18:38] I don't take that lightly. I know if I'm\n\n[18:41] coming here to share this information, I\n\n[18:42] want you guys to take that same level of\n\n[18:44] intensity and understand it freaking\n\n[18:46] matters\n\n[18:48] because authenticity and intentionally\n\n[18:51] uh try that again. Authenticity and\n\n[18:53] intentionality will always beat skill.\n\n[18:57] Okay, I want to share an example.\n\n[19:00] These two people,\n\n[19:03] you probably don't think skill as your\n\n[19:05] first thought,\n\n[19:09] okay? But let's talk about this. These\n\n[19:12] are people who have quite visibly\n\n[19:14] crashed out. Okay, we have seen a lot of\n\n[19:17] information about these people online\n\n[19:20] all their dirty laundry. You've seen\n\n[19:22] some maybe a little bit more. Let's look\n\n[19:23] at Kanye first. Kanye shot probably one\n\n[19:27] of the worst looking ads in history on\n\n[19:28] his phone. Sold $19 million of this\n\n[19:33] shoe. Okay, this is the shoe that he\n\n[19:35] sold $19 million of in 24 hours.\n\n[19:39] very unfiltered. That's his\n\n[19:41] authenticity.\n\n[19:43] But he deliberately leaned into, hey,\n\n[19:45] this is me. I know I'm a hot mess. I'm\n\n[19:47] just going to go tell you to buy my\n\n[19:48] shoes. He literally tells you just go to\n\n[19:49] his website and buy a pair of shoes.\n\n[19:53] Then we've got Kim, okay, who turned a\n\n[19:55] sex tape scandal into a $ 1.7 billion\n\n[19:59] empire with zero traditional business\n\n[20:01] skills. Okay, everyone's seen that.\n\n[20:04] Maybe some you haven't, but at least you\n\n[20:07] know about it. Okay, so we're going to\n\n[20:09] talk again about like not a lot of skill\n\n[20:11] here, but yes, you're owning your story\n\n[20:13] and you're using that now with purpose.\n\n[20:15] Okay, so how do you actually do this?\n\n[20:21] Number one is identity. Okay, to\n\n[20:23] understand who you are because you\n\n[20:26] cannot scale what you have not defined.\n\n[20:31] You can't be you at scale if you don't\n\n[20:33] know who you is. Okay? And this goes for\n\n[20:36] you as a person, goes for you as an\n\n[20:38] agency, it goes for you for your\n\n[20:40] clients. Okay? And this is a question\n\n[20:41] you should be asking your clients as\n\n[20:43] well.\n\n[20:45] Most people just think, hey, what should\n\n[20:47] we write about? What keywords should we\n\n[20:49] target? How many posts are we going to\n\n[20:50] put out per week? Way deeper than that.\n\n[20:53] Okay. What you got to look at is\n\n[20:56] understanding who you are. Okay? So,\n\n[20:58] we're starting with where did you come\n\n[21:00] from? What shaped you? What broke you?\n\n[21:02] Okay, what did you survive that gave you\n\n[21:03] a perspective nobody else has? You could\n\n[21:06] read the questions, but the point is\n\n[21:08] it's who are you at the root? Okay, for\n\n[21:11] me, yes, I have 25 years of business\n\n[21:14] experience. I went through that story\n\n[21:16] with my family. Okay, so for me, when\n\n[21:18] I'm talking to somebody, we want to talk\n\n[21:20] about, hey, how do you balance being a\n\n[21:22] successful in the business world and\n\n[21:24] successful at home? How do you show up\n\n[21:27] as a dad? How do you show up and do all\n\n[21:30] of these things? I could talk about\n\n[21:32] that. You can go ask me any question you\n\n[21:34] want. You could look on my social media.\n\n[21:35] You could read my book. It's who I am.\n\n[21:38] Okay? I am authentically that and I live\n\n[21:40] it. It's a mess. It's not fun to share\n\n[21:42] with people on the internet that you\n\n[21:44] were on the brink of divorce that you\n\n[21:45] had all this ugly stuff.\n\n[21:47] Okay? But that's who you are. Nobody\n\n[21:50] else can fake that.\n\n[21:53] They need to get intentional. Okay? What\n\n[21:55] do you want to be known for? And that's\n\n[21:57] again same thing here. What is your\n\n[22:00] identity? And who are you going to live\n\n[22:01] it out? Not just you are a landscaper.\n\n[22:04] Not just you're a dentist. What do you\n\n[22:06] actually do? Oh, you help people get\n\n[22:09] veneers so they have confidence. So then\n\n[22:11] they can go talk to people and have a\n\n[22:12] life because it happened to you. Okay.\n\n[22:15] So now you're a dentist who has a story.\n\n[22:17] Now people relate to you because they\n\n[22:19] understand that. It's not just you're\n\n[22:21] selling dentistry work. You're now\n\n[22:23] selling confidence. you're selling, hey,\n\n[22:25] this guy did whatever. Okay, it's all\n\n[22:28] about the relationship and the the\n\n[22:29] longer term about the human emotion and\n\n[22:31] connection part because that's where AI\n\n[22:34] gets unfair. Okay, when you lean into\n\n[22:37] this, you don't generate slop and put it\n\n[22:39] out there because it ranks. And no\n\n[22:41] offense to anyone who's given AI\n\n[22:43] techniques and whatever else to create\n\n[22:44] more content, my personal style, you got\n\n[22:47] to amplify your voice, not project\n\n[22:50] somebody else's.\n\n[22:53] But we are marketers and we still just\n\n[22:56] want ninja tricks. So I'm going to give\n\n[22:59] you one here. Use brandkit.com is a\n\n[23:03] website. Okay. And this is a tool that I\n\n[23:05] made personally. And can I get to the\n\n[23:08] internet from here? Yes.\n\n[23:13] So I want to take you through this.\n\n[23:24] So uh you can't even see my screen. What\n\n[23:27] screen are we sharing here?\n\n[23:33] No, we're on a different desktop.\n\n[23:38] Here\n\n[23:44] we go. I got it.\n\n[23:45] Okay.\n\n[23:45] Actually, you know what? I use a\n\n[23:46] computer. Contrary to belief,\n\n[23:49] I get paid to do this.\n\n[23:52] Just can't see a damn thing over here.\n\n[23:54] Um, lost my mouse. Here we are.\n\n[23:58] Trying to make it larger.\n\n[23:59] Yeah, I just lost the mouse.\n\n[24:04] Okay. So, I am not selling this, by the\n\n[24:07] way. This is for sale, but I'm giving it\n\n[24:08] to you guys for free.\n\n[24:10] All right.\n\n[24:11] So, there you go. Bonus for you.\n\n[24:12] Thank you.\n\n[24:13] Thank you, J.\n\n[24:14] You're welcome.\n\n[24:18] Let me just log in and I'm going to show\n\n[24:20] you exactly what this does because it is\n\n[24:21] one of the coolest things I've ever\n\n[24:22] built.\n\n[24:26] No, no.\n\n[24:29] All right. So, here's what BrandKit is.\n\n[24:31] BrandKit is a way to take all the stuff\n\n[24:33] that I just talked about and do it at\n\n[24:35] scale for a business. So, this is my\n\n[24:39] account and obviously I've already set\n\n[24:41] up my account. If you log in, it's going\n\n[24:43] to walk you through all of this. Super\n\n[24:44] simple. But what this gives you is a\n\n[24:47] complete understanding of who you are as\n\n[24:49] a brand, of what your guiding principles\n\n[24:51] are, of how do we scale this here? Um,\n\n[24:54] what your north star is, right? The one\n\n[24:56] direction your company is going to, your\n\n[24:58] about us story, your core values. Okay?\n\n[25:00] Everything about you as a business lives\n\n[25:03] here. Okay? And you also get a nice\n\n[25:05] sharable link with this. If you need to\n\n[25:07] give it to web designer or content\n\n[25:10] editor, whatever else, you can give them\n\n[25:11] a link. They get access to all this\n\n[25:13] information. Okay? It's your logos, it\n\n[25:16] is your colors, it's your fonts,\n\n[25:19] everything about you as a business, what\n\n[25:21] you should talk about, your content\n\n[25:22] pillars, how much you should talk about\n\n[25:24] them. Like all of this information is\n\n[25:25] here\n\n[25:27] and you can play with it. Now, the fun\n\n[25:29] part for me, because we like fun stuff,\n\n[25:32] is when you walk through this initially\n\n[25:34] setting up your account, it's going to\n\n[25:37] do most of the work for you because\n\n[25:38] again, we like tricks and we're usually\n\n[25:40] super lazy. Um, if you have a website,\n\n[25:43] you're going to drop your website in. It\n\n[25:44] is going to scan your website and pull\n\n[25:46] in as much information for you already.\n\n[25:49] Uh, that's super helpful. Your core\n\n[25:52] value is a north star. It's going to ask\n\n[25:54] you five to eight questions. It's going\n\n[25:56] to understand that about you. Okay? and\n\n[25:57] every one builds on top of the next one.\n\n[26:00] So, you're going to go through this.\n\n[26:01] It's going to take you maybe 10 minutes\n\n[26:02] to set this up. Once you're done, you\n\n[26:05] will have a complete and thorough\n\n[26:07] understanding of who you are as a brand.\n\n[26:09] Again, you can use this for yourself.\n\n[26:10] You can use this for your clients. I\n\n[26:12] don't care. Have fun with it. Um, other\n\n[26:15] fun stuff to do. Okay. In voice and\n\n[26:18] tone, okay, this section when we talk\n\n[26:21] about writing content as the brand in\n\n[26:23] your brand voice, most of us say this,\n\n[26:24] we have no idea how to actually do it.\n\n[26:27] What I've done, this is an AI chat tool.\n\n[26:29] When you set this up the first time, you\n\n[26:31] are going to talk to this AI. It's going\n\n[26:33] to ask you some questions. You're going\n\n[26:34] to have a conversation. It's going to\n\n[26:36] take you about four four maybe five\n\n[26:38] minutes. You're not filling out like,\n\n[26:40] oh, this is what I want to sound like.\n\n[26:42] You just talk, okay? Super simple. It's\n\n[26:44] going to ask you some questions. You're\n\n[26:45] going to just respond back like a\n\n[26:47] conversation. We'll fill all of this out\n\n[26:49] for you. And if you want to change it,\n\n[26:50] you could do that. Now, where does this\n\n[26:53] get fun? Okay, a couple things. Number\n\n[26:55] one is in the content hub. Content hub\n\n[26:57] is a place that you can go to create\n\n[26:59] content. Also, all of your content that\n\n[27:02] you create will live here. And you can\n\n[27:03] also upload content you've already made.\n\n[27:05] That is books, PDFs, documents, images,\n\n[27:08] whatever else you want. You can dump it\n\n[27:09] in here. This will learn from everything\n\n[27:12] that you've already made. Okay? So, it\n\n[27:14] will continue to refine your exact voice\n\n[27:16] and understand exactly who you are. More\n\n[27:18] content to you. If you want to build\n\n[27:20] content, you're going to go in here,\n\n[27:22] create what type of content you want to\n\n[27:24] create. We're going to create a blog\n\n[27:26] post. Okay? It already knows your\n\n[27:27] content pillars and how much you want to\n\n[27:29] use because we set that information\n\n[27:30] before.\n\n[27:33] Generate some topics for you.\n\n[27:43] And what it's doing right now is it's\n\n[27:44] looking through your custom avatars,\n\n[27:46] which is an awesome thing. I'll show you\n\n[27:47] in a second. But it's going to give you\n\n[27:48] some topics you can do, right? Let's do\n\n[27:50] this one. If you want to jump in and\n\n[27:52] drop in your keywords, um, you can do\n\n[27:55] that, too. And you can generate it.\n\n[27:57] Okay? So, it'll start creating content\n\n[27:58] for you. Point is, you guys know how to\n\n[28:01] create content. You've done it a ton. If\n\n[28:03] you want to do it here in your brand\n\n[28:04] voice for your customer, super easy to\n\n[28:06] do. And again, continuously learns from\n\n[28:09] everything you have in here. So, it gets\n\n[28:10] better the more you use it. Now, I\n\n[28:12] forgot to show you this part, which is\n\n[28:13] one of my favorites. We have customer\n\n[28:16] avatars.\n\n[28:18] Uh those are somewhere here in the\n\n[28:19] audience. Okay, your customer avatar, if\n\n[28:22] you're not familiar, is who you're\n\n[28:24] actually selling to, who you're speaking\n\n[28:25] to. So, what we do with this is we take\n\n[28:28] all this information that we've learned\n\n[28:30] and we create actual avatars. See? So,\n\n[28:34] down here, uh we've created Cassandra,\n\n[28:37] we've got Evelyn, we've got Meera, we've\n\n[28:38] got Lena. Now, these are people who have\n\n[28:41] a full and complete profile in this\n\n[28:43] tool. We understand their age, their\n\n[28:46] gender, their location, their marital\n\n[28:47] status, their income bracket, their\n\n[28:48] hobbies, etc. Okay, so there is a\n\n[28:51] ridiculous ton of research on the back\n\n[28:52] end of this that goes into creating\n\n[28:53] this. We understand their media\n\n[28:54] consumption habits, what happens in\n\n[28:56] their typical day, their weekend\n\n[28:57] activities, how much they use social\n\n[28:59] media, what social media they use, what\n\n[29:00] their dreams are, what their fears are,\n\n[29:02] what their wants are, what their needs\n\n[29:03] are. All that information lives in here.\n\n[29:05] Okay? So when you're building content,\n\n[29:07] you are speaking to this person. Okay?\n\n[29:10] Because most of us create content for\n\n[29:12] the internet.\n\n[29:14] You don't want to do that. You want to\n\n[29:17] create content for Cassandra.\n\n[29:19] So when Cassandra reads this article,\n\n[29:21] she knows it's written for her. I know\n\n[29:23] that's not my wife because she spells\n\n[29:24] her with one s just to be clear. I know\n\n[29:28] Chris is laughing at me back there.\n\n[29:33] Okay, so that's one. Next one is\n\n[29:36] intelligence. Okay, this one is one of\n\n[29:39] my favorite things. Um, let me just\n\n[29:41] refresh this page real quick.\n\n[29:45] So, in the intelligence panel, this\n\n[29:48] might look familiar, like a little Slack\n\n[29:49] channel. What you can do in here is have\n\n[29:53] Slack type conversations with these\n\n[29:57] quote unquote people. Okay, so this\n\n[30:00] first one, the funnel builder is\n\n[30:02] inspired by and for legal reasons, this\n\n[30:04] is inspired by is the technical term,\n\n[30:07] Russell Brunson. Now, it is trained on\n\n[30:10] hundreds of hours of video and courses\n\n[30:13] and books, all this stuff. So, I've gone\n\n[30:15] ahead and created I think there's about\n\n[30:17] nine different people in here that you\n\n[30:19] can use as resources that have a\n\n[30:22] knowledge base of all of that\n\n[30:24] information. Okay, so this was designed\n\n[30:26] to be as if you had personal one-on-one\n\n[30:29] access to those those minds. Okay, so\n\n[30:31] there's\n\n[30:33] uh Russell Brunson. This is Andy\n\n[30:35] Purcella. This is Alex Hermoszi.\n\n[30:38] Uh this is John Maxwell. Ben is our\n\n[30:41] actual internal brand strategist. He's\n\n[30:43] our brand engine. That's where Ben comes\n\n[30:45] from. So that one's based on me. Uh, the\n\n[30:47] product innovator is Sarah Blakeley,\n\n[30:50] Patrick Bad, David, um, David Green, and\n\n[30:53] there's more we can go through, but you\n\n[30:55] can go and have these one-on-one\n\n[30:57] conversations with these leaders, these\n\n[30:59] people, these experts, and ask them a\n\n[31:01] question, and they will answer you, and\n\n[31:02] they will have access to all that other\n\n[31:04] stuff that's in your brand kit. Okay.\n\n[31:07] Also, for fun, because why not, you can\n\n[31:10] make groups. Okay. Okay, so you can make\n\n[31:12] group chats with these people in here\n\n[31:16] and they will reply to each other. Okay,\n\n[31:18] I know this sounds super crazy,\n\n[31:22] but you can create these group chats.\n\n[31:24] Okay, so I had one for Black Friday sale\n\n[31:28] and I'm sure there's a lot of weird\n\n[31:29] testing stuff in here, but you can build\n\n[31:31] stuff and you can you can at message\n\n[31:34] them, you can ask them questions. They\n\n[31:35] will jump in and contradict each other\n\n[31:36] when they need to. But you can have\n\n[31:38] these conversations with these levels of\n\n[31:40] experts right in here if you want to\n\n[31:42] talk about your brand. And again, they\n\n[31:43] will understand exactly everything your\n\n[31:45] brand does. Okay. There's also a\n\n[31:48] playground\n\n[31:50] for more tools. I'm not going to go\n\n[31:52] through each one of these individually\n\n[31:53] because I don't want to take up too much\n\n[31:54] time. There's one thing called say it\n\n[31:56] simply which helps you explain what your\n\n[31:58] brand does for Cassandra. Hey, I don't\n\n[32:01] sell websites. I do X, Y, and Z. Right?\n\n[32:02] So, you want to understand it in their\n\n[32:03] language.\n\n[32:05] Um, speaking to one again helps you kind\n\n[32:07] of synthesize exactly what you do and\n\n[32:09] helps to make it really super easy for\n\n[32:11] that communication aspect. Um, Gorilla\n\n[32:13] Marketing helps you kind of create\n\n[32:14] concepts. Super fun. Um, really push\n\n[32:17] button. If you jump in here, um, I have\n\n[32:19] not set it up on this account, so never\n\n[32:21] mind. Um, you basically select one of\n\n[32:23] your products. You say, \"Hey, I want to\n\n[32:24] do a gorilla level marketing campaign\n\n[32:26] for this product.\" Boom. It will come up\n\n[32:28] with ideas for you. Um, it'll know\n\n[32:30] exactly again your content, know your\n\n[32:32] audience, and give you some ideas to get\n\n[32:33] in front of those people for cheap or\n\n[32:35] free ways to do it. Um, crisis\n\n[32:37] management. Hey, if you have a problem,\n\n[32:39] you drop in your problem right here.\n\n[32:40] It's going to tell you exactly what to\n\n[32:42] do uh, as a brand to respond to it. Your\n\n[32:45] decision scale, you're going to drop in,\n\n[32:46] hey, this is a thing I'm thinking about\n\n[32:48] doing for my business. Which one should\n\n[32:49] we do? It'll weigh it out. Okay. There's\n\n[32:51] a ton of different tools in here. Um,\n\n[32:54] couple of them that I love in\n\n[32:55] particular, the problem to profit map.\n\n[32:58] this one because we all like making\n\n[32:59] money, right? Um, what this is going to\n\n[33:01] do is it's gonna again understand your\n\n[33:03] customers because we know everything\n\n[33:05] about them.\n\n[33:06] You push one button in here. This one I\n\n[33:09] know works. This was set up in this\n\n[33:10] account. It's going to help you come up\n\n[33:12] with different ideas in your industry\n\n[33:15] that you can do. Okay. So, it'll come up\n\n[33:18] with very literally push button. Come\n\n[33:20] over here, push a button. Wait, this\n\n[33:22] takes a few minutes. I'm not going to do\n\n[33:23] it right now. Um, it's going to give you\n\n[33:26] literally a full in-depth example of,\n\n[33:28] hey, here's a thing you can try in your\n\n[33:30] business that you haven't tried yet,\n\n[33:32] maybe it'll work. Okay, so how you can\n\n[33:33] take your business, get in front of your\n\n[33:35] customer.\n\n[33:39] Uh, the last one is a um, where else go?\n\n[33:44] Virtual focus group. I don't know if\n\n[33:45] you've ever done a focus group work\n\n[33:47] stuff.\n\n[33:48] So, what this does, um, this allows you\n\n[33:51] to get in a virtual focus group with\n\n[33:52] your avatars, the customers that in your\n\n[33:54] group. Okay? So, you're going to go\n\n[33:56] ahead in here and you're going to say,\n\n[33:58] \"Hey, we are thinking about doing\n\n[34:01] whatever.\" Okay? So, my original thing\n\n[34:02] was thinking about offering subscription\n\n[34:04] website design. Okay? And I think I put\n\n[34:07] in some pretty minimal details. Um, I\n\n[34:10] don't know where I showed that. Okay.\n\n[34:12] Right here. Literally two sentences.\n\n[34:16] So, this gave me an executive summary\n\n[34:17] based on that. And what it did is it\n\n[34:19] went out and it went to each one of\n\n[34:20] these avatars that we created in our\n\n[34:22] tool. It now understands their likes,\n\n[34:25] their dislikes, and their comments.\n\n[34:27] So, you're basically testing this in\n\n[34:29] real time from your pajamas. If you have\n\n[34:30] an idea you want to do, you're thinking\n\n[34:32] about making a change, you're thinking\n\n[34:33] about modifying something, you're\n\n[34:34] thinking about doing something else,\n\n[34:37] let's find out, right? Let's not waste\n\n[34:39] time and money and run ads and do all\n\n[34:41] this stuff. Let's at least first find\n\n[34:43] out, hey, what is the actual consensus\n\n[34:45] here? Is this a terrible idea or not? If\n\n[34:47] you want, let's say you got some\n\n[34:48] feedback from Talia over here who says,\n\n[34:51] hey, a four-year minimum contract can\n\n[34:53] feel restrictive for clients. Okay, bet.\n\n[34:55] So now let's go into the chat and you\n\n[34:58] can pick out Ital Talia from the list\n\n[35:02] and you can say\n\n[35:07] what kind of contract\n\n[35:10] would be best for you to say yes today.\n\n[35:16] Okay. And Talia will reply.\n\n[35:22] Okay. So, she likes the one-year\n\n[35:24] contract at $60 per month. That would be\n\n[35:25] the most appealing option for me. Okay.\n\n[35:27] So, you can go and have conversations.\n\n[35:28] Again, I know it's kind of weird. We\n\n[35:29] talked about not to spend too much time\n\n[35:30] with AI, but like this is this is the\n\n[35:33] thing you should do. Okay. This is your\n\n[35:34] research part because then you can go\n\n[35:36] out and spend more time with actual\n\n[35:38] people and serve them in the real world.\n\n[35:41] Okay? So, again, um use brandkit.com. I\n\n[35:45] am not well, I am selling this. I'm not\n\n[35:46] selling it to you. Okay? So, if you go\n\n[35:48] in here and you want to use this, create\n\n[35:50] an account. It is free to create an\n\n[35:52] account. Okay? Okay, when you create an\n\n[35:53] account, you're going to be limited from\n\n[35:54] doing some of the advanced stuff unless\n\n[35:56] you pay. Do not pay. Shoot us a message.\n\n[35:59] I'll upgrade your account for free. Um,\n\n[36:01] so literally just please send me a\n\n[36:03] message. Do not pay me. This is not for\n\n[36:05] being paid. This is not a pitch. Okay?\n\n[36:07] Use this for yourself. Use it for your\n\n[36:09] clients. Use it and by all freaking\n\n[36:12] means. Get home and have a whole\n\n[36:15] freaking cake there when you do. I'm\n\n[36:17] done.\n\n[36:27] How do you get in contact with you, Jim?\n\n[36:29] It's a good question. Um, I am literally\n\n[36:31] the only Jim Spelico in the world. Um,\n\n[36:33] so if you look up Jim Spelco and I think\n\n[36:35] you guys are good with the internet. Um,\n\n[36:36] you should be able to find me.\n\n[36:38] All right. I saw a couple hand th\n\n[36:43] I get that this is this is all for our\n\n[36:46] world. So let's say for example um a a\n\n[36:52] client has\n\n[36:54] a leadership team.\n\n[36:58] Do you want like would you suggest for\n\n[37:02] an agency to resell it to a client or\n\n[37:05] suggest a client go in or just like an\n\n[37:06] agency use it to give information and\n\n[37:09] strategy to the client with them being\n\n[37:11] blind to this?\n\n[37:13] Um\n\n[37:15] blind to this. Yeah. assume power.\n\n[37:17] I I mean for me if I were the agency\n\n[37:19] owner I would not charge I mean I would\n\n[37:21] not give this to the client.\n\n[37:23] You can give them the first part um the\n\n[37:25] brand kit\n\n[37:27] because you can give them a link to see\n\n[37:29] this part like as part of your\n\n[37:31] deliverables. You can give them a link\n\n[37:33] um up here as a share link. Okay. You\n\n[37:38] can turn this on or off if you want\n\n[37:39] public sharing. You can give them this\n\n[37:40] link. Um it's a good question. I didn't\n\n[37:43] really think about making a white label\n\n[37:45] link. If you want to make a white label\n\n[37:46] link, we can add a custom domain to\n\n[37:48] this. If that's the thing that people\n\n[37:49] want, I'll certainly do it.\n\n[37:50] Yeah, could you? Because I\n\n[37:52] because then you can\n\n[37:53] I'm not giving none of that. I'll give\n\n[37:55] away one free of them and the rest\n\n[37:57] that's monetization. He said, \"Thank\n\n[37:59] you, brother.\" Right. I didn't know you\n\n[38:00] was going to do that. This is a whole\n\n[38:02] way to just make a whole bunch of more\n\n[38:04] revenue. Right.\n\n[38:05] Can you um\n\n[38:07] can you create one for multiple clients?\n\n[38:11] So, as of right now, and again, I didn't\n\n[38:14] really know I was doing this until\n\n[38:15] recently, so I was not super prepared to\n\n[38:18] do this. As of right now, there is no\n\n[38:20] quoteunquote agency level login for\n\n[38:22] this. It's really meant for one-on-one.\n\n[38:24] But what I could do is I could certainly\n\n[38:25] make an agency level login. So, you can\n\n[38:27] come in here as an agency owner and just\n\n[38:28] click through different brands. So, then\n\n[38:30] you can manage them all in one. So, I\n\n[38:32] will certainly do that as well.\n\n[38:33] Wow. Thanks. Okay, guys. Thanks.\n\n[38:36] Of course.\n\n[38:37] That's a couple more hours in the hour.\n\n[38:42] Other questions.\n\n[38:44] Hey Jim, thank you for this. And just to\n\n[38:47] give you some context, guys, like\n\n[38:50] culture in a tool like all marketing\n\n[38:53] history in a tool. So that's amazing. If\n\n[38:56] you don't have an idea about focus\n\n[38:58] group, the thousands of dollars spent on\n\n[39:01] focus group is so expensive. And thank\n\n[39:03] you so much, Jim.\n\n[39:05] I'm not sure how how I monetize this,\n\n[39:08] but\n\n[39:08] it's amazing. I could Hey, you have to\n\n[39:10] clearly see a couple ways in the n\n\n[39:12] you're in how to use this to uh\n\n[39:14] monetize. Uh any anybody had any\n\n[39:17] questions?\n\n[39:18] Nope. All right, guys.\n\n[39:20] How about the the avatars?\n\n[39:21] Wait, wait, wait.\n\n[39:23] Who creates the avatars? Is that\n\n[39:25] something that that\n\n[39:26] you do user would sit down and create\n\n[39:29] and think about?\n\n[39:30] No, you wouldn't think about it. Okay.\n\n[39:32] So again, I like being with my family. I\n\n[39:34] do not want to spend time doing this.\n\n[39:36] Okay? So again, I love you all. When I\n\n[39:38] leave here, I'm going with my family.\n\n[39:39] We're going to get some barbecue. They\n\n[39:40] came with me. Okay? That's part of this\n\n[39:42] like nocake thing. We do it and we do it\n\n[39:44] right. I don't want to spend time doing\n\n[39:46] this. I don't want you to spend time\n\n[39:47] doing this. So do you want to make one\n\n[39:48] right now? Literally, you go down here,\n\n[39:51] hit add another avatar, and you go do\n\n[39:54] something else.\n\n[39:55] Yeah, but how do they know\n\n[39:58] what my avatar would be?\n\n[40:00] Good question. So, we already agreed on\n\n[40:02] we understand what your brand is.\n\n[40:04] Okay, I don't want to click out of this.\n\n[40:06] I'll ruin this part,\n\n[40:07] but we know your brand.\n\n[40:09] We know your core values. We know your\n\n[40:11] services. We know everything else about\n\n[40:12] it.\n\n[40:13] Okay, so now I go out and I pull, hey,\n\n[40:14] who is exactly this person, right? There\n\n[40:16] are, yes, a couple APIs. We actually do\n\n[40:18] pull some actual information. This is\n\n[40:19] not just out of my ass. Like, then we go\n\n[40:22] and we look at, all right, cool. Which\n\n[40:23] one of these sounds most familiar to\n\n[40:24] you? Okay. Is it the ambitious remote\n\n[40:26] working millennial? Okay, you can click\n\n[40:29] a couple buttons. I'm not going to make\n\n[40:30] this too hard, right? Busy working\n\n[40:32] parent pursuing entrepreneurial growth.\n\n[40:34] Yep, 100%. That's me. Okay, continue.\n\n[40:38] Now, we're going to go out and really\n\n[40:40] fine-tune that. Okay, we'll give them\n\n[40:42] the name. We'll give them the location.\n\n[40:44] In case you're curious, if you have a\n\n[40:45] location specific business, a dentist\n\n[40:46] office, whatever. The location of this\n\n[40:48] avatar will be the location of your\n\n[40:50] business. So, I'm not giving the avatar\n\n[40:51] information for someone who lives in\n\n[40:52] Florida and plays in Florida but\n\n[40:54] actually lives in Texas, right? So the\n\n[40:57] then we go through and we get again all\n\n[40:59] the information, right? What what's\n\n[41:00] their free time? Nina starts her day at\n\n[41:02] 6:30 in the morning, have a quick\n\n[41:03] workout before getting our kids ready\n\n[41:04] for school. Like we know everything\n\n[41:06] about this customer at this point. So\n\n[41:08] when you're writing your content, you're\n\n[41:10] speaking to Nina\n\n[41:13] personas, yo, like you know what I mean?\n\n[41:16] Know your customer avatar. like you know\n\n[41:18] stuff as usual box be talking about the\n\n[41:20] CTR manipulation you know like this is a\n\n[41:23] beautiful way we do have ugly Google\n\n[41:26] sheets that create the personas so that\n\n[41:28] each way each journey we mimic right is\n\n[41:32] really unique unique unique because it's\n\n[41:34] based off this yo Jim thank you bro\n\n[41:37] because I'm take this and use them\n\n[41:38] profiles you know outside of here and\n\n[41:41] matter of fact let me give [ __ ] props\n\n[41:43] and where I really learned personas from\n\n[41:46] Instagram world and all that and Brad\n\n[41:49] defe cuz when you bought a IFT\n\n[41:51] syndication ring, right, unless you was\n\n[41:53] broke and not trying to spend the money,\n\n[41:55] you got the three tier at least, right?\n\n[41:57] The brand and then two what? Personas.\n\n[42:01] Ain't nothing changed, bro. It's just\n\n[42:03] stacking on and it's easier and easier.\n\n[42:05] Any other questions for Jimmy? Give it\n\n[42:08] up, y'all. Big time for Jim.\n\n[42:10] Thank you.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_2_-_Joy_Hawkins", "title": "SEO Rockstars 2026: Day 2 - Joy Hawkins", "video_url": "https://www.youtube.com/watch?v=FlKTqu-ntf0", "transcript": "[00:04] Oh man, had never had an intro like that\n\n[00:06] before. Thanks, Mike. Okay, so where do\n\n[00:08] I have to stand to not have echo? All\n\n[00:10] right, let's\n\n[00:12] here.\n\n[00:13] That's good. Okay. All right, so\n\n[00:15] speaking of personal injury lawyers, I'm\n\n[00:18] going to start with one. Uh, we had a\n\n[00:20] client that when AI started really\n\n[00:23] getting a lot of attention, this guy was\n\n[00:25] like, \"Man, I'm going to figure this AI\n\n[00:27] thing out and I'm going to make all\n\n[00:28] these pages for my website and I'm going\n\n[00:30] to make them all different, but I'm\n\n[00:31] going to target every single city in my\n\n[00:34] entire state and I'm just going to\n\n[00:35] create several hundred pages using AI\n\n[00:39] and this is going to be, you know, great\n\n[00:40] for my business.\" and he asked for my\n\n[00:42] opinion expecting that I'm going to\n\n[00:44] praise him and then I'm going to tell\n\n[00:45] him this is a great idea and he's super\n\n[00:46] smart and I'm like yeah I don't know if\n\n[00:49] I do that. I'm like in fairness I\n\n[00:51] haven't actually witnessed a lot of\n\n[00:52] firms try this but I don't think it's\n\n[00:54] going to work. He did not like that\n\n[00:56] answer. He went ahead and published them\n\n[00:58] anyway. And what's really funny is the\n\n[01:00] day that he published them. We go into\n\n[01:02] search console and we're kind of looking\n\n[01:04] for increased traffic and this guy only\n\n[01:06] had like maybe 200 pages on his site\n\n[01:09] already. So he like doubled his site and\n\n[01:12] you would think that you would have like\n\n[01:14] this noticeable imp impact to his\n\n[01:16] traffic. I will say that little increase\n\n[01:18] had nothing to do with any of these\n\n[01:19] pages like one page on his site that we\n\n[01:21] had optimized. But basically nothing\n\n[01:23] nothing happened. In fact the only\n\n[01:25] metric that went up was the number of\n\n[01:26] unindexed pages on his site. So this\n\n[01:30] really didn't work. Um now if you're\n\n[01:32] sitting here thinking that the problem\n\n[01:34] is because you use AI, that is not it at\n\n[01:37] all. Um, and I'm gonna explain. There\n\n[01:39] was another case uh around the same time\n\n[01:41] that reached out to me on the local\n\n[01:43] search forum, which is a free online\n\n[01:45] forum. It's actually, I think, where I\n\n[01:46] met Brian. Um, and this guy reached out\n\n[01:48] because he had a manual penalty on his\n\n[01:50] site for thin content. I don't see this\n\n[01:53] often in local SEO. It's pretty rare.\n\n[01:55] So, I wanted to look at the site. So, I\n\n[01:56] asked him if he could send me the site\n\n[01:57] and I took a look. Basically, this guy\n\n[02:00] had created thousands of pages, service\n\n[02:02] area pages is what we call them, um,\n\n[02:04] targeting different cities all over. or\n\n[02:06] I believe he was in the UK and this is a\n\n[02:09] screenshot showing like the warning he\n\n[02:10] got. Um essentially his site tanked,\n\n[02:13] everything um stopped ranking. He had\n\n[02:16] these location pages literally\n\n[02:17] everywhere. And the kicker with these\n\n[02:19] was that he's like, \"Joe, you don't\n\n[02:20] understand.\" He's like, \"Google's giving\n\n[02:22] me this manual action, but like I had\n\n[02:24] people handwrite these. I paid people to\n\n[02:26] go into every page and make them\n\n[02:28] different and like reword the content.\"\n\n[02:31] I was like, \"Dude, this is such a\n\n[02:32] terrible strategy.\" Because the problem\n\n[02:34] isn't like you don't need to go, you\n\n[02:36] know, change red to maroon or blue to\n\n[02:38] navy. That is not exactly what Google is\n\n[02:40] going after when they talk about what\n\n[02:42] kind of content you should write. Um,\n\n[02:43] and this guy did all that and he still\n\n[02:46] got screwed. Um, so what we want to talk\n\n[02:49] about today is this concept of good\n\n[02:51] content. Like what exactly is Google\n\n[02:52] looking for? Because I hate it when\n\n[02:54] people just say, \"Oh, make good content.\n\n[02:55] It's the stupidest thing ever.\" Uh, what\n\n[02:57] Google really is trying to do is figure\n\n[02:59] out like, okay, there's a lot of garbage\n\n[03:00] out there that AI is producing. There's\n\n[03:02] a lot of good stuff and Google's trying\n\n[03:04] to figure out what which is which. Um,\n\n[03:07] and if there's any site that is doing\n\n[03:09] this well, this would be Reddit. Now,\n\n[03:11] Reddit is one that I've been keeping a\n\n[03:13] really close eye on because they have\n\n[03:14] just surged in a way that I've never\n\n[03:16] seen before. Um, when you look at their\n\n[03:18] traffic trends over the last few years,\n\n[03:20] it's actually insane. Uh, I don't see\n\n[03:22] too many sites that look like this at\n\n[03:24] the magnitude that they have. We're\n\n[03:26] talking like millions and millions and\n\n[03:27] millions of visitors. Uh, their stock\n\n[03:29] price isn't doing so bad either. Um, but\n\n[03:32] basically the other reason why we are\n\n[03:34] really paying attention to Reddit is\n\n[03:36] they are one of the top sources for LLMs\n\n[03:38] as well. So there's kind of a big\n\n[03:40] trifecta here. Um, I think I never heard\n\n[03:43] Reddit spoke about at any conference\n\n[03:44] that I ever went to a few years ago. Now\n\n[03:47] tons of people are talking about them.\n\n[03:49] Um, and the good news is I'm not here\n\n[03:51] going to talk about like necessarily\n\n[03:52] like how to get on Reddit. I have a tiny\n\n[03:53] bit of that, but like it's more like\n\n[03:55] what are they doing? Why in the world\n\n[03:56] does Google want to surface Reddit so\n\n[03:58] much? Um, can you do that with your\n\n[04:00] website? I've kind of broken it down\n\n[04:02] into six steps that I'm going to go\n\n[04:04] through and reasons how Reddit works,\n\n[04:07] but also that you can apply to your own\n\n[04:08] site. So, the first one is actually\n\n[04:10] really simple, but something that I just\n\n[04:12] don't see businesses doing ever, which\n\n[04:14] is using stories for content. So, what\n\n[04:17] we often see on Reddit is people will\n\n[04:19] talk about their problems, right?\n\n[04:21] They'll be like, you know, long novel.\n\n[04:23] This is all the things that I had happen\n\n[04:25] to me. Um, I moderate quite a few\n\n[04:27] subreddits and this is literally what we\n\n[04:29] get. Um, so we're like, how do we figure\n\n[04:31] out how to do this for our clients? So,\n\n[04:33] first up, we had a criminal lawyer. So,\n\n[04:35] basically what we did is we asked them,\n\n[04:36] can you give us all the details of like\n\n[04:38] various cases that you did? Uh, tell us,\n\n[04:40] you know, the details of the DUI. Maybe\n\n[04:43] uh you shouldn't be driving if you have\n\n[04:44] a fifth DUI from meth. I don't know.\n\n[04:46] Just saying. But this is a guy that he\n\n[04:48] helped and he talked about all about how\n\n[04:51] basically he got the case thrown out\n\n[04:53] because the evidence wasn't handled\n\n[04:54] correctly by the cops and um talked\n\n[04:57] about like the fines and all the\n\n[04:58] numbers. We've been talking about\n\n[05:00] numbers here. Google really loves\n\n[05:01] numbers. If you are a lawyer and you put\n\n[05:03] numbers on your page, uh it's kind of\n\n[05:05] crazy what we what we see happen with\n\n[05:06] that. So the cool thing is is this helps\n\n[05:09] organic rankings. It helps local pack\n\n[05:11] rankings. All we did was add a story um\n\n[05:14] with the details. We repeated this\n\n[05:17] concept on a different client which was\n\n[05:18] a dentist. Um, same kind of thing. We\n\n[05:21] were like, \"Okay, let's get a story of a\n\n[05:22] patient that you helped. Give us the\n\n[05:24] details. Leave out the names obviously\n\n[05:25] for privacy reasons.\" And the cool thing\n\n[05:28] was adding this story to his site not\n\n[05:29] only increased his traffic and rankings,\n\n[05:31] it also increased his conversions, which\n\n[05:33] is clearly all that matters. A painter\n\n[05:36] was even easier. Um, in this case, we\n\n[05:38] basically just like before and after\n\n[05:40] photos. How much was the job? How long\n\n[05:42] did it take you to paint this house?\n\n[05:44] Like, are we talking weeks? Are we\n\n[05:45] talking months? Like, you know, give me\n\n[05:47] numbers, time frame. Um, and this\n\n[05:49] basically took this page from nothing to\n\n[05:52] actually ranking and starting to get\n\n[05:53] traffic and leads. Personal injury\n\n[05:56] lawyer. We tried two different things.\n\n[05:57] Again, I have a lot of clients that just\n\n[05:59] really want to use AI for writing. Um,\n\n[06:01] and they're like again, okay, Joy, I'm\n\n[06:04] gonna different client, also a personal\n\n[06:05] injury lawyer, but was like, I'm gonna\n\n[06:07] have uh AI write some content, then have\n\n[06:09] my lawyers approve it. Um, check it for\n\n[06:11] accuracy, and then we'll publish them.\n\n[06:12] And I'm like, h I don't know, guys.\n\n[06:14] We've been down this road before. This\n\n[06:16] is how their a content performed. Not\n\n[06:18] really great. Um, and even when they\n\n[06:20] tried to add it to like existing pages\n\n[06:22] to see if that would lift it. Yeah. Not\n\n[06:24] so much. This is a page that we actually\n\n[06:26] used a case that they worked on. So,\n\n[06:29] real stories, those actually worked. And\n\n[06:32] to give you an idea, like this will help\n\n[06:34] them rank as well for just lawyer terms,\n\n[06:36] like the really, really good terms that\n\n[06:37] people want to rank for. Um, it would\n\n[06:39] had a very significant impact. Now, this\n\n[06:42] is really easy because anybody can do\n\n[06:44] it. The way that we are doing it on my\n\n[06:46] agency is we have interviews with our\n\n[06:48] clients every month. We try to get them\n\n[06:49] on the phone. We have the questions\n\n[06:51] listed out, which I'm going to show you\n\n[06:52] how to get those. And we ask them and we\n\n[06:54] make sure that we dig so that they give\n\n[06:56] us those like semantically relevant\n\n[06:58] things because that is what's helping\n\n[07:00] the ranking here. It's not necessarily\n\n[07:01] just the story. It's like if you're\n\n[07:03] talking about a DUI, you need things\n\n[07:05] like alcohol or meth or a fifth DUI or\n\n[07:08] police or all those words that Google\n\n[07:10] associates with getting a DUI. Um, and\n\n[07:13] those naturally will come out in client\n\n[07:15] stories. So, we interview the clients,\n\n[07:17] we record it, we have the transcript, we\n\n[07:18] use that transcript to come up with\n\n[07:20] content. It's actually a pretty simple\n\n[07:21] process, one that anybody can implement.\n\n[07:24] Great.\n\n[07:26] So the lawyer was using AI. So was he\n\n[07:30] not taking some of the core documents\n\n[07:33] putting that into like hey these are the\n\n[07:35] court documents for this and he was mean\n\n[07:38] doing that.\n\n[07:39] I I don't think any of my clients are\n\n[07:40] smart enough to to do that to be\n\n[07:42] completely honest. Yeah. No most of\n\n[07:44] these guys that I talk to and like\n\n[07:45] business owners really like to think\n\n[07:47] they can do SEO themselves. Like we we\n\n[07:49] work with a lot of those types. We tend\n\n[07:51] to attract businesses that research SEO\n\n[07:54] and have watched our YouTube channel and\n\n[07:55] things like that.\n\n[07:59] Like when you do a case,\n\n[08:02] you have PDFs from like the like case\n\n[08:05] that you're working on, you know, at its\n\n[08:08] conclusion stuff. You take those that\n\n[08:11] stuff, throw it in there, and you think,\n\n[08:13] can you like spit out a decent story\n\n[08:16] like she's suggesting?\n\n[08:17] So, I think there two answers that\n\n[08:19] question.\n\n[08:23] bike.\n\n[08:26] Here we go.\n\n[08:28] This is a great conversation.\n\n[08:34] I think they're Oh, so they know that\n\n[08:37] the people on the call can say, \"Hey,\n\n[08:39] I'm actually an attorney.\"\n\n[08:41] Yeah, I stated a holiday in last night,\n\n[08:44] but I'm an actual attorney.\n\n[08:48] does not make sense.\n\n[08:52] I I definitely think you can do that\n\n[08:54] with some caveats depending on what your\n\n[08:57] jurisdiction is and what your law is\n\n[08:59] where you do. We have some restrictions\n\n[09:01] in the jurisdiction I practice in that\n\n[09:04] we can't disclose documents even to our\n\n[09:06] clients. Uh we can't do that. So there's\n\n[09:09] a way that you need to make sure that\n\n[09:11] you're as the attorney that you protect\n\n[09:14] yourself and your bar license. But we do\n\n[09:16] interviews like that and try to get that\n\n[09:19] data. And I was going to say this\n\n[09:22] another time, but I probably won't talk\n\n[09:23] again. Uh for those of you haven't used\n\n[09:26] Joy, we used Joy, my law firm. Um and we\n\n[09:31] lost our Google businesses last summer\n\n[09:33] was instrumental in helping get the uh\n\n[09:37] the\n\n[09:38] What's your law firm? Look, I had no\n\n[09:40] idea.\n\n[09:41] You don't even know me. I get it.\n\n[09:45] Sorry.\n\n[09:47] That's amazing. All right, we'll have to\n\n[09:48] talk after you tell me. That's\n\n[09:49] hilarious.\n\n[09:51] Um, yeah, and just to clarify, like I'm\n\n[09:53] not anti-AI content. I definitely hate\n\n[09:55] chat GBT. I'll throw that. I know that\n\n[09:57] there was some comments yesterday about\n\n[09:58] that. We have found that the content\n\n[10:00] that's coming from chat GBT lately is\n\n[10:01] utter trash. Like it is really bad. And\n\n[10:03] I do think that's what most of these\n\n[10:05] guys were using was chat. Um, and I\n\n[10:08] think the other problem is like the\n\n[10:09] reason why customer stories work so well\n\n[10:10] is they are they were unique, but they\n\n[10:12] have all the details that Google wants.\n\n[10:14] And we've tried various like variations\n\n[10:16] of this, even like transcribing calls\n\n[10:17] and throwing it into chat GBT. And the\n\n[10:20] problem is the semantics. It's really\n\n[10:21] bad at it. And I picked uh Kyle Roof's\n\n[10:24] brain because I had him on our YouTube\n\n[10:25] channel. And he was like, yeah. He's\n\n[10:26] like, LLMs are really bad with\n\n[10:28] semantics. And he's like, maybe they'll\n\n[10:30] get better with time. He's like, but if\n\n[10:31] you're missing that, you know, the the\n\n[10:33] the triples, all that stuff, it doesn't\n\n[10:35] do that naturally. And I think that that\n\n[10:38] um that business that I was talking\n\n[10:40] about, actually both of them, fact that\n\n[10:41] they're rewarding their content, they're\n\n[10:43] they're losing all that value. Like\n\n[10:45] they're taking their best content,\n\n[10:46] they're rewarding it. They're actually\n\n[10:47] making it worse. Um so there's there's a\n\n[10:50] lot of things at play here, but I found\n\n[10:51] the story angle just works better than\n\n[10:54] almost any content strategy we've tried.\n\n[10:56] And it's something any business can do,\n\n[10:57] which is great.\n\n[11:02] Yes.\n\n[11:04] Sorry.\n\n[11:07] Where are you placing the stories?\n\n[11:10] Yeah, that's actually a great question.\n\n[11:11] So, that's another thing people often do\n\n[11:13] wrong. They have like a case studies.\n\n[11:14] This is typical for lawyers. They'll\n\n[11:16] have like a cases page. You don't want\n\n[11:18] it on a cases page. You want it on the\n\n[11:19] page about that topic. So, if you're\n\n[11:21] trying to rank for like fifth DUI and\n\n[11:24] that story about the fifth DUI you would\n\n[11:25] want on your fifth DUI page.\n\n[11:32] Yeah. Dead. You don't want that. It's\n\n[11:34] the worst. No, my plumbers, they want\n\n[11:36] it.\n\n[11:40] Well, put it there too then. Make them\n\n[11:42] happy and then also put it on their\n\n[11:43] other pages.\n\n[11:46] Yeah, just do both.\n\n[11:48] Yeah.\n\n[11:52] Uh I'm trying to think if I have link\n\n[11:54] building in here. Uh the link built like\n\n[11:55] link building to the stories. All this\n\n[11:57] is\n\n[12:01] that would\n\n[12:04] I don't think so. I don't think that\n\n[12:05] link building would have any impact on\n\n[12:06] this either way. A lot of these pages\n\n[12:08] like for the anchor text I'm sorry\n\n[12:10] for the anchor text like on in the\n\n[12:12] content or you talking about like links\n\n[12:14] coming to the page\n\n[12:15] coming to the page. Do you anything that\n\n[12:18] would help like storytelling links?\n\n[12:21] Um not really. The one thing that we we\n\n[12:23] definitely use like anchored links but\n\n[12:25] at a very small scale which that's a\n\n[12:28] pattern I've been w I'm not talking\n\n[12:29] about that today but pattern I've been\n\n[12:30] like observing with businesses\n\n[12:32] especially small businesses um that are\n\n[12:34] getting nailed by the core updates a lot\n\n[12:36] of them have heavily used anchored links\n\n[12:38] that are like not branded like you know\n\n[12:41] best plumber in Seattle 500 times but\n\n[12:43] like even like 15 times Google's\n\n[12:45] starting to pick up on so we're starting\n\n[12:46] to see that the volume that you can do\n\n[12:49] it's like oh that's yeah\n\n[12:56] Yeah,\n\n[12:57] I got\n\n[12:59] I got my\n\n[13:01] So all these games I'm talking about\n\n[13:02] were strictly content. There was no link\n\n[13:03] building at play in any of them.\n\n[13:06] I was just ask on Reddit when you had\n\n[13:10] Google train\n\n[13:12] on the Reddit stuff. So would you\n\n[13:14] actually if the lawyer gives you back a\n\n[13:15] story but it's kind of bland or dry,\n\n[13:18] would you then rewide it? Like would you\n\n[13:20] would you scrape the Reddit some sort of\n\n[13:21] icon from a pattern and then redo the\n\n[13:23] story turning just to make sure all the\n\n[13:25] various entities or whatever are in\n\n[13:26] there or you take the story straight\n\n[13:28] because the intern\n\n[13:30] uh compliance issues.\n\n[13:31] We we definitely add the entities. That\n\n[13:33] step is super important but most of the\n\n[13:34] time it'll get them a lot of them but\n\n[13:36] certainly uh and again these ones we\n\n[13:38] didn't but that's usually the next step\n\n[13:40] is we will go in and add anything that's\n\n[13:42] missing. Um as long as it doesn't change\n\n[13:44] the meaning of the story we're just you\n\n[13:45] know making the words a little better.\n\n[13:48] No problem. Um, so I also want to talk\n\n[13:51] about word count because this is\n\n[13:52] something especially in a lot of the\n\n[13:54] conferences I've attended over the last\n\n[13:55] like five years, you hear a lot of\n\n[13:57] people talking about how your content\n\n[13:58] needs to be very long and very in-depth\n\n[14:00] and you have these terms like 10x\n\n[14:02] content um that have been really popular\n\n[14:04] in the SEO industry. Um, we're seeing\n\n[14:06] that that is less and less true uh these\n\n[14:09] days that content doesn't need to\n\n[14:10] necessarily be long and especially with\n\n[14:12] the way that LMS are chopping stuff up\n\n[14:14] actually sometimes shorter is better.\n\n[14:16] Um, this is just one test. We've done a\n\n[14:18] lot of tests on this. We had a realtor\n\n[14:19] and like they're notorious for having\n\n[14:22] stupid long content. It's kind of just\n\n[14:23] as bad as recipe sites. And so they had\n\n[14:26] like, you know, 4,000 words is too much\n\n[14:29] for a real estate article. They had\n\n[14:31] things like real estate prices, things\n\n[14:33] to do nearby, commuting, all this crap\n\n[14:34] obviously that as SEOs we add because\n\n[14:36] we're like, this is helpful. Um, one of\n\n[14:39] the things that kind of makes me\n\n[14:40] obsessed with this concept is calculator\n\n[14:42] pages. I love looking at calculator\n\n[14:44] pages that rank for things like alimony\n\n[14:46] calculator or child support calculator\n\n[14:48] that have no content on them\n\n[14:50] and they still rank and I'm like okay so\n\n[14:52] if content is all you need then how does\n\n[14:54] this page rank and they have no links\n\n[14:55] either most of them um calculators are\n\n[14:58] one of the things that we have seen\n\n[15:01] really great success from um again they\n\n[15:03] work really well with lawyers but\n\n[15:05] there's other industries you can do them\n\n[15:06] like mortgage and even like in home\n\n[15:08] services if there's like cost\n\n[15:09] calculators and things like that you\n\n[15:11] don't need content you just add a\n\n[15:12] calculator to the page and this is what\n\n[15:14] will happen to traffic for calculator\n\n[15:16] terms. So, this was also a lawyer. This\n\n[15:18] one was a family lawyer. Um, and the\n\n[15:20] great thing is is you can like reuse\n\n[15:22] that that code or whatever on lots of\n\n[15:24] different um sites. You just have to\n\n[15:26] make sure the calculations are correct,\n\n[15:27] but like simple prompts can grab you the\n\n[15:29] code for this. Uh, I love stuff like\n\n[15:31] this because I am not a technical SEO. I\n\n[15:33] employ a lot of those. Please don't ask\n\n[15:35] me like super technical questions.\n\n[15:36] There's many other people here that can\n\n[15:38] answer those way better than I can. Um,\n\n[15:41] but when it comes to the content side,\n\n[15:42] we have just found that more is not\n\n[15:44] better. In the case of the realtor, when\n\n[15:45] we removed like half their content, the\n\n[15:47] rankings didn't drop. And then\n\n[15:49] additionally, we've seen lots of cases\n\n[15:50] where we add that much content and it\n\n[15:51] doesn't improve. Um, so I personally,\n\n[15:54] and I know there's SEOs that disagree\n\n[15:55] with me on this, I don't like having\n\n[15:57] word count as a KPI. I hate it when\n\n[15:59] content writers ask me how many words\n\n[16:00] they I'm like, as many as you need.\n\n[16:02] Please don't ask me to give you a number\n\n[16:03] to hit or you'll just usually end up\n\n[16:05] with garbage. Um, now this is one\n\n[16:07] obviously that's like kind of the thing\n\n[16:09] that I feel like will be the best if you\n\n[16:12] can figure out the answer to this\n\n[16:13] question. How do you figure out what\n\n[16:15] content to write? Because pretty much\n\n[16:17] Google has articles on every topic. Uh,\n\n[16:19] it is getting harder and harder to get\n\n[16:20] your content indexed if you aren't\n\n[16:22] giving them something they don't have.\n\n[16:24] Um, so we've completely changed how we\n\n[16:27] decide this. Like when I started in SEO,\n\n[16:29] the way that you would do this is what's\n\n[16:31] called a content gap analysis. And\n\n[16:33] you'll see this in a lot of tools like\n\n[16:34] AHF, Samrush, all these tools have stuff\n\n[16:36] like this. And what you do is you go and\n\n[16:38] you grab your competitor's site and you\n\n[16:40] put it in, it tells you all the topics\n\n[16:42] your competitor has and then you write\n\n[16:43] about those topics. That doesn't work\n\n[16:46] anymore because the problem is if you're\n\n[16:48] simply writing all the crap your\n\n[16:49] competitor has, why would Google index\n\n[16:51] you? Why would they outrank your\n\n[16:52] competitor when it's just like verbatim\n\n[16:54] what they basically have already given\n\n[16:55] Google? So, what we've been using um is\n\n[16:58] this tool that Steve Toth created uh and\n\n[17:01] I know Mike loves his PAAs. So, this is\n\n[17:03] a a tool if you haven't seen it that uh\n\n[17:05] basically you put it in your browser.\n\n[17:06] It's free and it'll scrape the SER and\n\n[17:09] it'll give you in a spreadsheet a list\n\n[17:10] of all the PAAs people also ask. So,\n\n[17:13] again, we're talking about this section\n\n[17:15] here just in case anyone's not familiar\n\n[17:17] with the term. It'll give you a giant\n\n[17:19] list of hundreds of things to write\n\n[17:20] about. Um and you can go through there.\n\n[17:22] You will obviously have to dduplicate a\n\n[17:24] few. There are some repetitive ones. Um,\n\n[17:26] but this has been really really crucial\n\n[17:28] for trying to define like basically what\n\n[17:30] kinds of questions we are asking people\n\n[17:32] to put on their site. There's a paid\n\n[17:35] version that I'm currently testing. Kind\n\n[17:37] of on the fence. It's good for giving\n\n[17:38] you really outside ideas like things\n\n[17:40] that maybe your competitors don't have,\n\n[17:42] but it's kind of pricey. Um, AHS has\n\n[17:44] this AI content helper tool. Um, and\n\n[17:46] it'll go really deep. Like I tried this\n\n[17:49] for lawn care and it was giving me like\n\n[17:51] 15 different things that could be\n\n[17:52] problems with like a yellow lawn. Um and\n\n[17:55] I could go through them individually and\n\n[17:56] ask the guy like individually about\n\n[17:58] every single one. Of course, once you\n\n[18:01] have content, the thing that you want is\n\n[18:03] conversions. You want content that's\n\n[18:05] actually going to convert. So what's the\n\n[18:06] the angle here? Well, a lot of people\n\n[18:08] will say images, right? They'll say like\n\n[18:10] you need images on your content that\n\n[18:11] helps conversions. Um but the problem\n\n[18:13] with small businesses is they really\n\n[18:14] suck at this. Um, if you run an agency,\n\n[18:17] you probably know, you ask your clients\n\n[18:18] for images, they're like, \"Yeah, yeah,\n\n[18:19] I'll get those to you.\" And then two\n\n[18:21] weeks go by, a month goes by, two months\n\n[18:22] go by, you don't get anything. That's at\n\n[18:24] least been my experience. Now, when AI\n\n[18:26] images first came out, I thought this\n\n[18:27] was going to be the golden solution to\n\n[18:29] everybody's problems. So, we really like\n\n[18:31] dove into this. And um, this example\n\n[18:33] that I'm going to show you here was\n\n[18:34] actually a garage door repair business.\n\n[18:36] We were like, okay, you could easily use\n\n[18:38] AI to create a garage door. I could get\n\n[18:40] every color of garage door, every style.\n\n[18:42] Actually, the images of the the fake\n\n[18:44] garage doors look better than the real\n\n[18:45] ones. Um, and we would add them to\n\n[18:47] client sites and they would have traffic\n\n[18:49] lifts. Now, it looks even better when\n\n[18:51] you look at image traffic. Uh, image\n\n[18:53] traffic went up as well. So,\n\n[18:54] everything's great here except Google\n\n[18:57] made an update and they figured out how\n\n[19:00] to tell if it's an AI image or a real\n\n[19:02] image. Um, now again, like there's some\n\n[19:05] industries where this doesn't matter. If\n\n[19:06] your site is about unicorns, they\n\n[19:08] probably don't care. But when it came to\n\n[19:10] like home services and a lot of the\n\n[19:11] industries that we work with, we saw the\n\n[19:14] same trend. Basically, they rolled out\n\n[19:15] this update that kind of killed the\n\n[19:18] benefit of AI images and we went back to\n\n[19:20] like some that we were testing on and we\n\n[19:22] saw the same pattern like all the gains\n\n[19:24] we got reversed when Google did this and\n\n[19:27] this was about a year ago. Um, so that\n\n[19:29] was kind of frustrating. Um, but they do\n\n[19:30] have a way to detect AI images and they\n\n[19:33] weight them differently. This was the\n\n[19:34] image traffic same exact uh site. So, if\n\n[19:37] you are using AI images, I would just\n\n[19:39] really be careful about measuring um\n\n[19:41] what impact they're having, if any,\n\n[19:42] because we were originally seeing really\n\n[19:44] awesome gains from them. And then we saw\n\n[19:46] most of those gains getting reversed.\n\n[19:49] So, then I'm like, okay, back to the\n\n[19:50] drawing board. What kind of images do we\n\n[19:52] need to be adding to this site um to\n\n[19:54] make it do well? We decided to do a\n\n[19:56] small sample of some of our clients. I\n\n[19:57] went through and we found in various\n\n[20:00] different industries pages that had\n\n[20:02] images that were actually getting leads.\n\n[20:04] And I was like, okay, I'm going to look\n\n[20:05] and see like are there any trends or\n\n[20:06] patterns I can see amongst these images\n\n[20:09] to figure out uh what types of images\n\n[20:11] are actually going to perform better.\n\n[20:14] Was not expecting this outcome. First up\n\n[20:16] on the list when it came to number of\n\n[20:18] clicks was infographics. And I was like\n\n[20:20] for real like what decade are we in\n\n[20:22] here? I do not want to be talking about\n\n[20:23] infographics in this presentation. But\n\n[20:26] this is actually what we found when we\n\n[20:27] sampled our clients. And I'm going to\n\n[20:28] give you some examples because these\n\n[20:29] aren't like AI generated infographics. A\n\n[20:31] lot of them were uh ones that they had\n\n[20:33] somebody custom make. Although I think\n\n[20:35] some of the tools we're testing now are\n\n[20:37] are actually good enough you could\n\n[20:38] probably do this with an AI um tool.\n\n[20:41] This was one that was a uh criminal\n\n[20:43] lawyer and they basically had this whole\n\n[20:45] article talking about gun- rellated\n\n[20:47] homicides and he broke it down by state\n\n[20:48] and then he made this pretty graphic to\n\n[20:50] kind of show you which states were more\n\n[20:52] problematic. This thing gets links, it\n\n[20:54] gets clicks, um it does really really\n\n[20:56] well. So those database studies that\n\n[20:58] while it's really uh timeconuming\n\n[21:01] strategy that still works. This was a\n\n[21:03] less pretty one for an electrician. Uh I\n\n[21:05] can't believe this thing got clicked.\n\n[21:06] It's so pixelated and it was like from\n\n[21:08] 2015. Um but this thing it was like one\n\n[21:11] of the highest drivers of clicks on his\n\n[21:13] site. Um so certainly something that is\n\n[21:15] easy to replicate. This was one one of\n\n[21:18] my staff created. Super easy uh simple\n\n[21:20] but it was for a dentist just talking\n\n[21:22] about the different types of cracked\n\n[21:23] teeth. um and one of their top\n\n[21:25] performing pages and highest traffic for\n\n[21:28] um anything to do with teeth. Um when it\n\n[21:32] came for best by conversion rate by\n\n[21:34] conversion rate, the highest converting\n\n[21:36] rate on all the images we looked at were\n\n[21:38] images of bugs. Now, I will clarify this\n\n[21:40] was mainly for tree uh tree services and\n\n[21:42] pest control businesses. And I think\n\n[21:44] there's still a lesson here if you don't\n\n[21:45] work with any of those industries um\n\n[21:47] showing problems, right? Like the thing\n\n[21:49] with the tree care is like you want to\n\n[21:51] see the problem in your tree. You want\n\n[21:52] to see if it matches what you're seeing.\n\n[21:54] And I can tell you with bugs, it's gross\n\n[21:56] as it is, uh, if you have a bug problem,\n\n[21:58] you want to know what kind of bug you're\n\n[22:00] looking at. And I can tell you from\n\n[22:02] experience, chat, JBT will not give you\n\n[22:04] the right answer. So, please don't use\n\n[22:05] it. I'm not going to show you an example\n\n[22:07] of that picture. I'll save you all. So,\n\n[22:08] here's just a blank slide. We're not\n\n[22:10] going to look at bugs. When it came to\n\n[22:12] the best by the number of conversions,\n\n[22:13] so if you looked at the ones that had\n\n[22:15] the highest number of conversions, they\n\n[22:16] were photos of people. So, it turns out\n\n[22:18] that human beings do still at some rate\n\n[22:21] like genuine. this, which I think is\n\n[22:22] hopefully a good thing. Um, but\n\n[22:24] basically those are the kind of images\n\n[22:25] that you would want. Now, um, an SEO tip\n\n[22:29] that I'm going to come up with next\n\n[22:30] actually helps not only with Google,\n\n[22:33] also really helps with chat GBT as well.\n\n[22:36] Um, and this is one of the reasons why\n\n[22:38] people like Reddit. Now, you might argue\n\n[22:39] Reddit is full of crap and garbage and\n\n[22:41] uh, lots of people lying and promoting\n\n[22:43] their own stuff, but it's also heavily\n\n[22:45] moderated. So, I'd say as far as all the\n\n[22:47] social platforms go, uh, I think it's\n\n[22:49] the place that I go to where I want like\n\n[22:52] nonpaid for answers. Um, because people\n\n[22:55] are genuinely looking for experiences.\n\n[22:58] So, this strategy was not one that um, I\n\n[23:00] came up with. It was one again from\n\n[23:02] Steve Toth. So, if you don't know Steve\n\n[23:04] or his newsletter, he's a fellow\n\n[23:06] Canadian, really smart SEO. And what I\n\n[23:08] like about his newsletter is he gives\n\n[23:09] you all these like actionable tips. So,\n\n[23:11] when they come out, I try to like test\n\n[23:12] every single one of them, see if we can\n\n[23:14] make it work for our clients. This was\n\n[23:16] one that worked very well. So in his\n\n[23:18] newsletter, Steve talked about um how he\n\n[23:21] noticed this particular company that was\n\n[23:23] just dominating on chat GBT. When you\n\n[23:25] search for best project management\n\n[23:27] software, this one business kept showing\n\n[23:29] up over and over and over. He's like,\n\n[23:30] \"What are these guys doing?\" So he looks\n\n[23:32] at their site on Google and he realizes\n\n[23:34] that in all their title tags, for all\n\n[23:36] their reviews page pages, all they were\n\n[23:38] doing was adding the word honest to\n\n[23:40] their title. Okay,\n\n[23:42] this shouldn't work. This is too too\n\n[23:44] easy. I'm like, nah. like come on, this\n\n[23:46] can't be this easy. So, we did it on\n\n[23:48] several client sites. We had clients uh\n\n[23:50] this was also a garage door repair one\n\n[23:51] where they were comparing two different\n\n[23:52] brands. All we did was add the word\n\n[23:54] honest review. That's it. Uh I think we\n\n[23:56] added title and H1 and their traffic\n\n[23:58] went up. Another page traffic went up a\n\n[24:01] lot. Another one traffic went up. We're\n\n[24:04] like this is too easy guys. Like it\n\n[24:06] should not be this simple. Um, so\n\n[24:09] basically what why I think this works so\n\n[24:11] well is when you do a search on Google\n\n[24:12] for brand press plus the word reviews,\n\n[24:15] what we have found that Google will\n\n[24:16] normally do is for whatever reason, they\n\n[24:19] will rank that brand site first. So if I\n\n[24:22] want to see Sterling Sky reviews,\n\n[24:23] they'll actually rank Sterling Sky site\n\n[24:25] first. Stupidest thing ever, but that is\n\n[24:27] currently what Google does. Then\n\n[24:28] generally if they have a Reddit, they\n\n[24:30] will show Reddit. That is like next. Um,\n\n[24:33] and then basically we were taking the\n\n[24:36] third spot for this particular brand\n\n[24:38] with our honest review page. So I'm\n\n[24:39] like, okay, I'm not going to beat the\n\n[24:41] brand and I'm not going to beat Reddit.\n\n[24:42] I'll take third place. Pretty good. Um,\n\n[24:44] so this strategy works really well. Uh,\n\n[24:46] and again, it's crazy that the word\n\n[24:48] honest seems to be kind of like magical.\n\n[24:50] Um, I don't find a lot of strategies\n\n[24:52] that work that are that quick to\n\n[24:53] implement. Um, but this kind of begs the\n\n[24:56] question about like, okay, let's\n\n[24:58] actually end this by talking about like\n\n[24:59] what to do about your own brand. um how\n\n[25:02] do you get better for that? So this is\n\n[25:04] where you do actually want to use\n\n[25:06] Reddit. Like I said, we are seeing more\n\n[25:08] and more for small businesses that like\n\n[25:10] it is the highest ranking site for like\n\n[25:13] reputation. When people ask about like\n\n[25:15] brand plus reviews, Reddit is usually\n\n[25:18] there way more than it used to be a few\n\n[25:20] years ago. So people don't often think\n\n[25:22] of Reddit as a review site. We talk\n\n[25:23] about Yelp, we talk about Facebook or\n\n[25:25] Home Advisor, whatever. But I'm like,\n\n[25:26] \"No, guys. Like don't forget about\n\n[25:28] Reddit. somebody posts on Reddit about\n\n[25:29] your brand, it's going to rank and that\n\n[25:31] could be either good or bad for you.\n\n[25:33] Like in here are these examples. Uh you\n\n[25:35] know, when we search for Mr.\n\n[25:36] Beastburgers, uh you get this giant\n\n[25:38] Reddit thread and it's I love how Google\n\n[25:40] like puts in like all caps the negative\n\n[25:43] stuff. Like it's really not worth the\n\n[25:45] price like screaming at you. Or there's\n\n[25:48] these guys who's like, \"What are they\n\n[25:49] highlighting in bolding? They effed up\n\n[25:51] my lawn.\" Um that's literally what\n\n[25:53] Google decides to put in bold. And then\n\n[25:55] in this case, they're, you know,\n\n[25:56] highlighting terrible service, complete\n\n[25:57] incompetence, and zero accountability.\n\n[25:59] These are all real brands, right? How do\n\n[26:02] you deal with this? Like, if you're a\n\n[26:03] brand, we've got lots of clients that\n\n[26:04] are bigger that are in this scenario\n\n[26:07] where they have uh very angry people on\n\n[26:09] Reddit talking about them. So, our\n\n[26:11] solution to this is to go do an AMA on\n\n[26:14] Reddit. And most people are doing this\n\n[26:16] because they don't realize it's actually\n\n[26:17] pretty easy to do one. Um, I actually\n\n[26:19] moderate quite a few subreddits. Um, we\n\n[26:22] are looking for AMAs all the time. Like\n\n[26:24] if you have a lawyer that wants to do an\n\n[26:25] AMA or if you have a HVAC company, uh\n\n[26:28] please like talk to me. I've got a few\n\n[26:30] that like we are literally looking for\n\n[26:31] these because they work really well on\n\n[26:33] Reddit. They get a lot of activity. They\n\n[26:35] get a lot of comments and that is the\n\n[26:37] exact thing you need for a thread to\n\n[26:38] rank. So the best way to do that is to\n\n[26:40] do an AMA. So I've been doing them like\n\n[26:42] almost monthly for my brand on different\n\n[26:45] subreddits. Um you will see now again\n\n[26:47] like when you search Sterling Sky\n\n[26:49] reviews, we get one of the AMAs that I\n\n[26:51] did on Reddit. Um, and my site is first\n\n[26:54] and then the AMA is second. And the site\n\n[26:58] being first is really simple. And I I\n\n[26:59] gotta say like almost every small\n\n[27:01] business that we audit isn't doing this\n\n[27:03] when we first talk to them. They have a\n\n[27:05] testimonials page that has testimonials\n\n[27:07] as the title. And I'm like, nobody\n\n[27:09] searches testimonials. People do search\n\n[27:11] reviews. All you have to do is basically\n\n[27:13] change your testimonials page to have\n\n[27:16] reviews instead and all of a sudden you\n\n[27:18] will take that number one spot for your\n\n[27:19] brand plus reviews. So, it's again\n\n[27:22] stupid easy. Um, between those two\n\n[27:24] strategies, you can kind of own the top\n\n[27:26] two spots um and hopefully not have\n\n[27:28] those negative Reddit threads. Um,\n\n[27:31] that's all I've got for today. These are\n\n[27:33] all the millions of places that you can\n\n[27:34] find me, but I'll be around for\n\n[27:36] questions as well.\n\n[27:43] Thank you. Thank you. Question.\n\n[27:47] Can you tell me two questions for you?\n\n[27:50] one, uh, you have to dumb it down for me\n\n[27:52] a little bit, right? Uh, can you explain\n\n[27:54] to us what an AMA is for those of us\n\n[27:56] that don't know what it is? And two,\n\n[28:00] we have a review page and we have a\n\n[28:04] testimonial page. And the testimonial is\n\n[28:06] all videos that clients will give us.\n\n[28:08] So, is there a suggestion that we\n\n[28:10] combine those two and just call it a\n\n[28:12] review page?\n\n[28:13] Yeah, 100% combine them. Um,\n\n[28:16] for the AMA, sorry, I should have\n\n[28:18] defined that. I I really try not to use\n\n[28:20] acronyms without defining them and I\n\n[28:22] failed. So if AMA is ask me anything um\n\n[28:24] and basically you like post. So if you\n\n[28:27] were to do one and they're um like hey\n\n[28:29] I'm a criminal lawyer in South Dakota\n\n[28:32] ask me anything and you'll get like all\n\n[28:33] kinds of people that will basically ask\n\n[28:34] you questions. Um so it's you have to\n\n[28:38] give away your time answering questions\n\n[28:40] for free all day. Um, but it is one of\n\n[28:42] the only types of threads where mods\n\n[28:43] will almost always let you link to\n\n[28:44] yourself because they realize you're\n\n[28:46] giving up some of your time to help\n\n[28:47] their um, and it helps their subreddit\n\n[28:49] do better. Um, and a lot of them pin\n\n[28:51] them as well. So, whenever we have an\n\n[28:53] AMA on any of our subs, like we'll pin\n\n[28:55] them, we'll promote them um, because\n\n[28:57] they are one of the best ways to\n\n[28:58] actually engage on Reddit. Um, but yeah,\n\n[29:01] something that I feel like a lot of\n\n[29:02] people are not doing.\n\n[29:06] I do a ton of videos\n\n[29:09] and Bill or uh so that it was either\n\n[29:12] last month or the month before I was\n\n[29:15] getting these notifications in search\n\n[29:17] console that I didn't have a video page.\n\n[29:20] Okay, there is there is procedure. You\n\n[29:23] got to like go to Bill Herbertzer on on\n\n[29:25] his Facebook post about it. If you have\n\n[29:28] a ton of videos posted on your website,\n\n[29:31] you need a video only page for Google to\n\n[29:35] look at.\n\n[29:36] I have a question on that. So, I heard\n\n[29:38] this at Brighton a year ago and I was\n\n[29:39] like, \"This is genius.\" We tried it. It\n\n[29:41] did not work.\n\n[29:42] It didn't work. We were still getting\n\n[29:43] the error from\n\n[29:44] No, it wasn't the error that went away.\n\n[29:46] The videos just don't The video pages\n\n[29:48] didn't rank anywhere. They didn't do\n\n[29:49] anything.\n\n[29:51] Yeah. So, this concept of like you need\n\n[29:53] to have a video only page on your\n\n[29:55] website. Problem is Google likes\n\n[29:56] YouTube. So, our YouTube video was\n\n[29:58] always ranking and if we just put that\n\n[30:00] same YouTube video on our website, the\n\n[30:02] the pitch that I heard was you'll get\n\n[30:04] ranked twice. you don't like they're\n\n[30:06] like this is the same content.\n\n[30:08] So it didn't work for us at all because\n\n[30:10] we're like well the video\n\n[30:12] Yeah. I So I don't quite understand the\n\n[30:15] point if the video is already on YouTube\n\n[30:16] and then you have a ranking from that\n\n[30:18] video on Google. You're not going to\n\n[30:20] have your video page on your website pop\n\n[30:22] in as an additional position\n\n[30:24] because it's like they want the video\n\n[30:26] page but I don't give a [ __ ] about being\n\n[30:28] there. I want it on the actual blog page\n\n[30:31] talking about the crap I'm talking\n\n[30:32] about. Well, you want it on YouTube\n\n[30:34] because that's like Yeah.\n\n[30:45] Yeah. I was really excited about that\n\n[30:46] strategy, but it did not it did nothing.\n\n[30:48] I ended up deleting them. I left them up\n\n[30:50] for months. They got no traffic. They\n\n[30:51] didn't rank anywhere. Um and I was like,\n\n[30:53] \"Well, yeah, Google's going to want to\n\n[30:55] surface YouTube because they own it.\"\n\n[30:57] Right. Exactly. And yeah,\n\n[30:59] back on that bunch of questions there.\n\n[31:01] Just adding in right whatever page\n\n[31:04] you're using it on. I really don't give\n\n[31:05] a [ __ ] Make sure you're using a video\n\n[31:07] object schema.\n\n[31:09] Make sure you add a video sitemap to\n\n[31:11] your website. And if you don't do the\n\n[31:12] basics, then don't [ __ ] complain. And\n\n[31:14] that error, I've never had that [ __ ] do\n\n[31:16] nothing negative to me at all. My team\n\n[31:19] used to always bother me about stop\n\n[31:21] [ __ ] talking about that dumbass\n\n[31:22] error.\n\n[31:24] Okay, infographic. So I tried napkin\n\n[31:27] when it first came out but you know\n\n[31:29] paragraph of a blog in there. We using\n\n[31:32] notebook LLM infographics. What else are\n\n[31:34] you testing that's working that are you\n\n[31:35] willing to share?\n\n[31:36] Yeah, there's I can get you I don't\n\n[31:38] remember the name off the top of my\n\n[31:39] head. We tried a a bunch of different\n\n[31:40] tools and there was two that I really\n\n[31:41] like. Both are paid. Um but they've been\n\n[31:44] working pretty well. I don't think\n\n[31:45] you're going to need a paid tool pretty\n\n[31:47] soon. I think that like a lot of the AI\n\n[31:49] like especially Google's Yeah, I was\n\n[31:51] gonna say that's like\n\n[31:53] Yeah.\n\n[31:54] into the ranking. I've got the test, but\n\n[31:56] I want to get 50 that work for sure. But\n\n[31:59] right now, inner scoop, right? Got a lot\n\n[32:01] of tests, PA. Bro, I'm not even supposed\n\n[32:04] to drop this because I haven't put it in\n\n[32:05] my mastermind yet. So, forgive me if\n\n[32:07] you're in my mastermind, right? Take the\n\n[32:10] PAA. The whole just the PAA title. Drop\n\n[32:14] that [ __ ] in Google Nano. Get\n\n[32:16] the infographic, use that as your\n\n[32:18] featured image, and thank me, lady.\n\n[32:20] That's all I'm saying.\n\n[32:24] Yeah. So, this is actually a question\n\n[32:26] from both I guess myself. Where do we\n\n[32:29] get the bulkies?\n\n[32:30] Yeah. WHAT'S UP WITH THE BULKIES?\n\n[32:32] GOD,\n\n[32:33] is that even a thing anymore? Like, are\n\n[32:35] there actually people that have bulk\n\n[32:37] accounts that can get multiple\n\n[32:38] businesses verified? I don't know.\n\n[32:40] Google Google really tried to shut that\n\n[32:42] down. So, if it's still working, I would\n\n[32:44] keep that quiet.\n\n[32:47] Yeah.\n\n[32:48] I definitely don't have one.\n\n[32:50] I do not have one. I do not consider.\n\n[32:52] Yeah. Don't have one\n\n[33:06] um this is just one point about the AI\n\n[33:09] images. Um one this is the way that I do\n\n[33:12] right. Um when I create an AI image, I\n\n[33:16] don't I don't upload the AI image. just\n\n[33:20] take screenshots, right? No metadata,\n\n[33:24] right? So, that way I'm I'm running\n\n[33:27] safer. I think\n\n[33:29] it's a good idea.\n\n[33:30] Anyone else had another question? Yo,\n\n[33:32] and if you're using stock images that\n\n[33:34] you know, still, right? Take them, flip\n\n[33:37] them, then take a screenshot and that\n\n[33:38] [ __ ] works. Never stop working, you\n\n[33:40] know? And if you need unique images, now\n\n[33:43] this is a [ __ ] two second thing\n\n[33:45] included on anything. Go to YouTube. a\n\n[33:48] video that's non-branded and just take\n\n[33:50] screenshots every second. Put it in a\n\n[33:53] folder. Ask AI to sort it by only images\n\n[33:55] by category that are nice looking\n\n[33:57] images. There you go. Don't [ __ ] talk\n\n[34:00] to me about images. [ __ ]\n\n[34:03] Before that, that [ __ ] was easy. Now\n\n[34:05] it's like\n\n[34:08] I was gonna say ask the same question on\n\n[34:10] that. Um, but so we built a system to\n\n[34:13] test this out. We haven't tested it yet,\n\n[34:15] but we're telling like roofers, plumbers\n\n[34:18] who don't have the time to create\n\n[34:19] content or don't prioritize it. We just\n\n[34:21] have them take a a minute or two video\n\n[34:23] on the job or what they're doing in 60\n\n[34:25] frames a second on their phone and then\n\n[34:27] they upload it into into this system we\n\n[34:29] built that just cuts it. We have 4,000\n\n[34:32] images every frame is an image. Exactly\n\n[34:35] what you said.\n\n[34:36] And that's creating GP post content, but\n\n[34:38] like all the things they can post and\n\n[34:40] do. Obviously, you're not choosing. You\n\n[34:42] get to choose which ones look better and\n\n[34:44] stuff, but I was wondering your opinion\n\n[34:46] on that if if you think it's a good\n\n[34:47] idea, a bad idea that it has a similar\n\n[34:49] effect on AI images that you're talking\n\n[34:50] about or thoughts on.\n\n[34:52] Yeah. So, I would say the only negative\n\n[34:53] is when you're leaving it up to like the\n\n[34:55] tech, they may not include the right\n\n[34:57] information. The reason why interviews\n\n[34:59] work well is like my team has a list\n\n[35:01] like we need these keywords, we need\n\n[35:02] this example. They also have um when we\n\n[35:04] use the people also ask scraper it\n\n[35:06] includes the link um to the actual like\n\n[35:09] part of the page that Google is grabbing\n\n[35:11] the answer from. You know how it\n\n[35:12] highlights it in purple. So like we have\n\n[35:14] that link with all the the um data in it\n\n[35:16] and it highlights it. So we're like\n\n[35:18] pulling that up on the interview with\n\n[35:19] them and if they give us like a wrong\n\n[35:21] answer like that doesn't really match\n\n[35:22] what Google's like looking for, we'll\n\n[35:25] come back and like okay why this and\n\n[35:26] that. So it it probably will work. But\n\n[35:29] like we saw this when we were trying to\n\n[35:31] do um transcripts from calls because\n\n[35:33] we're like we can just use their call\n\n[35:34] center. All the the phone calls they\n\n[35:36] have with clients just take that. It\n\n[35:38] didn't work as well because it was\n\n[35:39] missing a lot of detail that we needed.\n\n[35:41] Um so I think that's the only part where\n\n[35:43] it might break down. You might need to\n\n[35:44] like send them like okay we need a video\n\n[35:46] about this. Can you mention this? You\n\n[35:48] might need to coach them a bit more.\n\n[35:54] Okay. Uh, Peter says, \"Google said they\n\n[35:57] are watermarking\n\n[35:59] nano banana images. One, is there a way\n\n[36:02] to remove those? Two, do you think that\n\n[36:04] would solve the AI image filtering for?\"\n\n[36:08] It's worth testing. I have not tested\n\n[36:09] it, so I don't know.\n\n[36:13] Yeah, the screenshot thing. I would try\n\n[36:15] the screenshot thing. That's a That's a\n\n[36:17] great idea to test. So\n\n[36:20] can I just tell you that there is a\n\n[36:22] already litigation that has started\n\n[36:24] of course\n\n[36:25] with the removal of trademark. So\n\n[36:29] you might want to take your nana banana\n\n[36:32] and have something else done to it\n\n[36:35] because at least I was reading an\n\n[36:37] article in California that\n\n[36:40] there's Google is going to has already\n\n[36:42] started litigating it people who are\n\n[36:44] taking the image removing the watermark\n\n[36:47] and then putting it up as their own in\n\n[36:50] the process and because they have the\n\n[36:52] metadata tied into it it's not very hard\n\n[36:54] for them to figure out. That is really\n\n[36:57] great to know. Um I can tell you we've\n\n[36:59] had clients that have gotten like the\n\n[37:00] law, you know, the lawsuits they get in\n\n[37:02] the email for images and stuff. Like a\n\n[37:04] lot of them are legit. We've had several\n\n[37:06] clients have actually gotten um to not\n\n[37:08] for like a stupid amount of money, but\n\n[37:09] some of them were pretty high for not\n\n[37:11] having the rights to the images that\n\n[37:12] they were using on their websites.\n\n[37:15] Yeah. Yeah. And yeah, that's good to\n\n[37:18] know that Google I mean I could see why\n\n[37:20] Google would do that. So,\n\n[37:21] okay, next question. Do you recommend\n\n[37:24] putting your Google reviews on your own\n\n[37:27] website review page or unique reviews?\n\n[37:30] 100%. And at at a minimum, you want to\n\n[37:32] copy like or download. We use a software\n\n[37:34] called Place Scout that stores all the\n\n[37:36] copies of the reviews. Google's\n\n[37:37] notorious at, you know, just deleting\n\n[37:38] all your hardened reviews. And you can\n\n[37:40] often get them back if you have copies\n\n[37:42] of them. If you don't have copies with\n\n[37:43] them, you're screwed. So, you always\n\n[37:45] want to have copies. Adding them to your\n\n[37:46] site is one way to have a copy of them.\n\n[37:48] And what she means just to explain,\n\n[37:50] right? Like take a [ __ ] Google sheet,\n\n[37:52] but the whole text, the name of the\n\n[37:54] person, a screenshot of the review, and\n\n[37:57] then I like to because you know I'm\n\n[37:58] being OCD with it. I'm clicking into\n\n[38:00] their profile and I'm taking a\n\n[38:02] screenshot of as much of their [ __ ]\n\n[38:04] review history if they're showing it as\n\n[38:06] I can.\n\n[38:06] So you can\n\n[38:07] you can do that if you I mean an easier\n\n[38:09] way is just keep the emails. If you have\n\n[38:11] the email,\n\n[38:12] yeah, if you keep the email\n\n[38:13] notification, it has all the data in\n\n[38:15] like the source code of the email that\n\n[38:17] Google would need. It has a link to the\n\n[38:18] person's profile. It has the text of the\n\n[38:20] review. You just like we have folders\n\n[38:22] for all of our review alerts and like\n\n[38:23] you know for different client names. We\n\n[38:25] just show them in there.\n\n[38:26] If you're doing spam like me, take the\n\n[38:28] screenshot.\n\n[38:32] Next question. Your findings on content\n\n[38:34] gap analysis make sense. EAS are also\n\n[38:38] content that already exist. How are\n\n[38:40] those topics different from a content\n\n[38:43] gap analysis? Yeah. So, they seem to be\n\n[38:45] heavier focused on things like price,\n\n[38:47] which we were talking about yesterday.\n\n[38:49] Um, I'll notice like that's often\n\n[38:50] something you're not going to find on a\n\n[38:52] competitor's site is like cost\n\n[38:53] breakdowns or pricing or things like\n\n[38:55] that. So, it definitely will give you\n\n[38:57] content that your competitors don't\n\n[38:58] have. But, we are starting to see now\n\n[39:00] like, okay, what's the next step?\n\n[39:01] Because like you said, there's a lot of\n\n[39:03] PAS that show up that do exist on your\n\n[39:06] competitor site. Um, I have Noah\n\n[39:09] currently working on building. Noah's\n\n[39:11] Noah learn is a genius guy that I hired\n\n[39:13] that um builds all of our internal\n\n[39:15] tools. He's trying to solve that. So I\n\n[39:17] don't have the answer yet, but that's\n\n[39:18] like one of the big things we're trying\n\n[39:19] to solve this year is like where do you\n\n[39:20] go to get the topics that like nobody\n\n[39:22] has that you need to publish? Um so\n\n[39:25] we're we're trying to find a better\n\n[39:26] solution than just the\n\n[39:27] PAAAS.\n\n[39:39] So don't don't share this with the whole\n\n[39:42] world, but yes, it's price, but we upped\n\n[39:46] it by doing the time frame.\n\n[39:48] They're looking Google, you said it.\n\n[39:50] Google's looking for numbers. Yep.\n\n[39:52] And so I am trying to differentiate my\n\n[39:55] EAA because I now I have the price\n\n[39:58] range,\n\n[39:59] but the time frame is also a number.\n\n[40:01] Yep. Okay. So, you got to think about\n\n[40:02] the business. What other extra number\n\n[40:05] can you add in there to make it more of\n\n[40:08] a unique piece of content in the time\n\n[40:11] frame has really been like working for\n\n[40:13] us very well on on capturing more PAAs\n\n[40:17] and getting better rank because they're\n\n[40:18] just so hungry for the numbers.\n\n[40:20] Yeah. For the personal injury lawyers\n\n[40:22] that we've been doing ranges for the\n\n[40:24] other problem that you'll run into is if\n\n[40:25] you don't match the consensus. Like if\n\n[40:27] you're like, \"Oh yeah, your average\n\n[40:28] settlement is $5 million and all the\n\n[40:30] other lawyers are saying the average is\n\n[40:31] 50,000.\" We've actually seen that as a\n\n[40:33] blocker. Google won't actually give you\n\n[40:35] the AI overview if your data is so\n\n[40:37] different than everybody else's that\n\n[40:39] they've got, which is annoying. But\n\n[40:43] one one more question back here. So\n\n[40:45] we've noticed that when you post on\n\n[40:47] Google business profile with industry\n\n[40:50] that includes if you put it through\n\n[40:51] Google vision or Google's AI\n\n[40:55] vision AI whatever API if it pulls the\n\n[40:59] keywords out of the image that you're\n\n[41:00] trying to rank for you'll notice you\n\n[41:02] search like Austin or Chief all imagery\n\n[41:06] will be it'll pull the teeth images in\n\n[41:09] the top three. Yep.\n\n[41:10] Same thing with car accident attorney\n\n[41:12] keyword. I'm curious, are you guys\n\n[41:15] seeing that be part of your strategy now\n\n[41:17] the imagery for certain keywords to get\n\n[41:20] that?\n\n[41:21] We we haven't gone that far. Images we\n\n[41:23] found are usually only a ranking factor\n\n[41:25] in that case when you get a local pack\n\n[41:27] with images. Whenever you get that then\n\n[41:29] the images all of a sudden are weighted\n\n[41:31] higher. Um I hate image packs though.\n\n[41:34] They're in general they're just terrible\n\n[41:36] because they remove call buttons on\n\n[41:37] mobile. So, you will find the moment\n\n[41:39] that those image packs roll out for your\n\n[41:40] industry, which there was a whole\n\n[41:41] whackload of industries that got them in\n\n[41:43] the fall that didn't have them before,\n\n[41:45] your calls in your business profile will\n\n[41:47] drop and it's irritating. So, my\n\n[41:49] solution actually, it's terrible. I\n\n[41:51] actually hate saying this, but like for\n\n[41:53] those clients that are like getting that\n\n[41:55] loss of calls now, we're like, you\n\n[41:56] should start running ads because the ads\n\n[41:58] have the call button. And so, like I\n\n[42:00] posted this on Reddit the other day and\n\n[42:02] like people are like, \"This isn't new,\n\n[42:03] Joy.\" I'm like, \"It's new because all\n\n[42:04] these industries that didn't have this\n\n[42:06] before now have it. And if you want a\n\n[42:07] call button, your only way to get it is\n\n[42:09] a is an ad. Not local service ads,\n\n[42:11] traditional ads, your location assets,\n\n[42:14] if you have one, and it shows up in the\n\n[42:15] local pack. They have a website, a\n\n[42:16] directions, and a call button, and\n\n[42:18] nobody else has one.\n\n[42:19] Has to be.\n\n[42:20] Yeah. Yes. Yes. You can't do it with\n\n[42:22] service area businesses.\n\n[42:24] Yeah. Yes. I for I always forget that\n\n[42:27] detail, but yeah, service area\n\n[42:28] businesses just get screwed in every\n\n[42:30] way. Yeah.\n\n[42:33] Yeah. Joy, you mentioned that you saved\n\n[42:34] the review emails. Did you also you were\n\n[42:36] using a tool saved automatically or not.\n\n[42:38] Yeah, we use Places Scout. They don't\n\n[42:40] like I talk about them all the time like\n\n[42:42] screenshots and stuff. They don't pay me\n\n[42:43] to do that. Um, but they are a pretty\n\n[42:45] clunky like old school tool that just\n\n[42:47] got acquired by Yex, so who knows what's\n\n[42:49] going to happen to it, but I know,\n\n[42:51] sorry. Well, actually, we have some Yex\n\n[42:52] lovers in the room. I've heard Yex a few\n\n[42:54] times. Yeah.\n\n[42:56] All right. All right. All right. Uh, I'm\n\n[42:59] not a Yex fan. I think they charge way\n\n[43:00] too much for their service. But um yeah,\n\n[43:02] places scout just got acquired by X. So\n\n[43:04] I think there's a bunch of upgrades\n\n[43:05] coming. But what I like about them is\n\n[43:07] they store everything. I can go back\n\n[43:09] years ago and look at screenshots of\n\n[43:11] SERs and see like that's that's what\n\n[43:13] makes things make sense for me because\n\n[43:14] I'm like, \"Oh, this is what it looked\n\n[43:16] like a year ago. This is what it looks\n\n[43:17] like now. There was like two ads, now\n\n[43:19] there's six. This would explain this,\n\n[43:21] this, and this pattern.\" Um so they're\n\n[43:23] big on data, which I feel like most\n\n[43:25] tools don't do because it's expensive.\n\n[43:27] places\n\n[43:28] places scout.\n\n[43:30] Yeah, it's really really awful UI. Just\n\n[43:32] fair warning. Yeah.\n\n[43:36] So, one thing that made me think about\n\n[43:37] how much you need members um the GDP has\n\n[43:41] found here\n\n[43:44] that needs to be on your website too and\n\n[43:47] quality service since 1947.\n\n[43:51] Did you say that because you find Google\n\n[43:52] changes it if it doesn't match your\n\n[43:54] website?\n\n[43:54] No, I'm just saying that's not our\n\n[43:55] authority.\n\n[43:59] Yeah, the year that you opened is one of\n\n[44:01] the primary things that we are seeing in\n\n[44:02] the description fields. Um, so the AI\n\n[44:05] local packs that are surfacing on\n\n[44:06] mobile, uh, they're only in the US and\n\n[44:09] they're only on mobile and they're for\n\n[44:10] about 8% of queries right now. They have\n\n[44:12] descriptions that actually show up like\n\n[44:13] in the local packs. So, I've been like\n\n[44:15] obsessively looking at them and one of\n\n[44:17] the biggest things they feature is\n\n[44:18] anything with numbers. So, what year\n\n[44:20] you've been open, uh, we were able to\n\n[44:22] get like for a lawyer like how much\n\n[44:24] they've been able to win, you know, when\n\n[44:26] they're like, \"Oh, we've recovered 50\n\n[44:28] million in compensation, blah, blah,\n\n[44:29] blah.\" We were able to get that in there\n\n[44:30] because it's a number. Um, and Google\n\n[44:32] wants it, but they're grabbing it from\n\n[44:33] the website, not from the GMBB field,\n\n[44:35] GBP.\n\n[44:41] It should match. Yes. Anything\n\n[44:42] everything should be the same. All\n\n[44:45] again, basics, right? I want to pick\n\n[44:47] back on. It's not what he mentioned\n\n[44:49] about the image. Uh, let me just say it.\n\n[44:53] You always put the keyword that you're\n\n[44:55] trying to rank on the [ __ ] image. I\n\n[44:59] don't care about nothing else, right?\n\n[45:01] Except what they're talking about\n\n[45:03] different, right? But if you want Google\n\n[45:05] to read your images and know what the\n\n[45:08] [ __ ] you're talking about on an entity\n\n[45:10] level,\n\n[45:11] you have to do that. That's why I even\n\n[45:13] created my own tool for it, right? And\n\n[45:15] I'll show a little bit of it tomorrow.\n\n[45:17] You could do it free, but you got to do\n\n[45:18] it one image at a time with Google\n\n[45:20] Vision AI. Right? When you do that and\n\n[45:22] you go to AI, the picture mode, you show\n\n[45:26] up like almost easily, especially if\n\n[45:28] it's a client that has any type of brand\n\n[45:30] or authority. It's almost like easy\n\n[45:32] case. I want\n\n[45:33] Do you put in like size eight fonts at\n\n[45:35] the very bottom? So, put it nice and\n\n[45:36] big.\n\n[45:37] I was like, then your competitors won't\n\n[45:38] be able to like see it and copy you\n\n[45:40] again.\n\n[45:40] Yeah. No, I put it nice and big and they\n\n[45:41] do copy Joy. And then half the time I go\n\n[45:44] into AI overview since me and the old\n\n[45:46] partner Brent of mine, put people on to\n\n[45:48] that little hack. I just see people\n\n[45:51] using the same thing and it's, you know,\n\n[45:52] makes me feel good. It works. I wanted\n\n[45:54] to ask you s if you don't mind. I\n\n[45:56] thought I had messaged you this, but in\n\n[45:58] my messenger I see I did.\n\n[46:00] I'm not going to read all that out. Have\n\n[46:01] you seen this these people in Miami?\n\n[46:04] No.\n\n[46:05] Hey, grab my phone real quick, right?\n\n[46:06] And just look at these reviews when you\n\n[46:08] get a chance.\n\n[46:09] Are they just fake reviews?\n\n[46:10] No. No. Oh,\n\n[46:12] just check it out real quick. I'mma tell\n\n[46:13] them. So, there's something I'm showing\n\n[46:14] her, right? There's a car accident\n\n[46:16] attorney Miami, right? The people\n\n[46:18] ranking number one, 1.2K reviews. Just\n\n[46:21] go look at their reviews. Nugget drop.\n\n[46:25] All right.\n\n[46:26] Which one is it? What's\n\n[46:28] car attorney? And it's nothing to do\n\n[46:30] with me. I don't know all these people.\n\n[46:31] And I'll tell you what it is. It's\n\n[46:33] photos, bro. They got pictures right in\n\n[46:36] their office with the one of the\n\n[46:37] attorneys with all types of different\n\n[46:39] people and consistently.\n\n[46:41] So did I like have you heard the story\n\n[46:43] about photos when we were testing\n\n[46:44] photos? So we did a test with um\n\n[46:46] reviews. We wanted to know like what\n\n[46:48] causes the order. So you know how like\n\n[46:50] when you pull up a business, you'll get\n\n[46:52] like a negative review stuck at the top\n\n[46:53] and it's like eight months old and\n\n[46:54] you're like how do I get that thing to\n\n[46:56] like move down because it's like old. So\n\n[46:58] they're not like ordered um\n\n[47:00] chronologically. They use factors. So,\n\n[47:02] we did a a test on a whole bunch of\n\n[47:04] reviews. We tracked it for a year and a\n\n[47:05] half, and I wanted to know what made the\n\n[47:07] order change. Biggest thing is photos\n\n[47:10] and reviews. So, the the I don't want to\n\n[47:12] call it a hack, but like the the thing\n\n[47:14] that we tested that was just\n\n[47:15] mind-blowing to me is we had um we had a\n\n[47:18] negative review come in from my agency\n\n[47:20] because the guy couldn't get through on\n\n[47:21] our phone lines. Our phone lines were\n\n[47:22] down. And we're like, \"This is the\n\n[47:23] stupidest review.\" And of course, it's\n\n[47:25] like the first thing that showed up. So,\n\n[47:26] we're like, \"Okay, we're going to try\n\n[47:28] something.\" We emailed a client that\n\n[47:29] left us a year a review two years ago\n\n[47:31] and we said, \"Can you just go add a\n\n[47:32] photo to the review that you left us?\"\n\n[47:34] He goes and he adds a photo. The entire\n\n[47:37] order changed. His came to the top even\n\n[47:38] though it's a two-year-old review.\n\n[47:40] Pushed the other ones like way down.\n\n[47:42] That negative review wasn't even in the\n\n[47:44] top 10 anymore. So photos are like crazy\n\n[47:46] powerful. usually ends up the feature\n\n[47:48] review usually.\n\n[47:55] All right, talk about for a second, but\n\n[47:58] this is what I feel like. So, we're\n\n[48:00] doing it Mike's method for photo\n\n[48:03] is text on the image. I've got the logo\n\n[48:05] on there. I've got the phone number.\n\n[48:07] Most my clients are multilocation, so\n\n[48:10] there's some variance with those photos.\n\n[48:12] And when I start like doing like uh an\n\n[48:15] image audit, okay, and I start seeing\n\n[48:17] that like dude, we're like completely\n\n[48:19] for this keyword, it's nothing but my\n\n[48:22] paa images,\n\n[48:22] bro.\n\n[48:24] It's freaking nuts.\n\n[48:26] What I have seen talking out my ass. I\n\n[48:29] feel like when I start dominating the\n\n[48:32] image section, when you go to the image\n\n[48:34] on the Google, I am also seeing organic\n\n[48:37] rank increase and also map increase.\n\n[48:40] Mhm.\n\n[48:41] That's Hey, just to be clear, in that\n\n[48:43] method that I taught, I told all y'all\n\n[48:45] we doing this organic play with social,\n\n[48:47] but it's to bring the maps up. Yeah.\n\n[48:50] And that was before AI overview existing\n\n[48:53] that you're dominating.\n\n[48:55] You start seeing it lifting everything.\n\n[48:58] What kind of queries are these for?\n\n[49:00] Uh this Okay. So, like when we're doing\n\n[49:02] a PAA, we're just putting in\n\n[49:04] Okay.\n\n[49:05] Okay. And then we get the PAA off of\n\n[49:07] that and then we're creating a whole\n\n[49:08] bunch of PAAs. Um, we do our I'm not\n\n[49:11] going to spill like Mike's being on\n\n[49:13] I'll show tomorrow.\n\n[49:15] The PAAs are constantly ch changing.\n\n[49:17] Okay. So, the PAA changes\n\n[49:20] all throughout the entire day. So, we'll\n\n[49:22] always do our PAAAS up to the second.\n\n[49:25] We're going to that zip code or that GPS\n\n[49:28] and GS location changer and we get that.\n\n[49:31] Okay. So, we do it every time. It's not\n\n[49:33] like we scrape a hundred. We don't do\n\n[49:35] that. I think that's a huge issue\n\n[49:37] because they change. All right.\n\n[49:46] Car accident attorney Miami. They\n\n[49:49] probably rank for car accident law. It\n\n[49:51] probably ran for [ __ ] everything\n\n[49:52] honestly. Just the way they doing that\n\n[49:54] [ __ ] Any other questions for Joy?\n\n[49:57] No. Sure. All right, everybody give it\n\n[50:00] up for Joy.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_2_-_Panel_Discussion", "title": "SEO Rockstars 2026: Day 2 - Panel Discussion", "video_url": "https://www.youtube.com/watch?v=hawMp46ikBM", "transcript": "[00:05] Questions, questions. Let's get this\n\n[00:06] [ __ ] going. Anybody got a question?\n\n[00:13] Got a whole book.\n\n[00:14] Um Joey, um I've been testing what works\n\n[00:20] better in Reddit, but I would like to\n\n[00:22] ask you this about what works better for\n\n[00:25] you post in Reddit. There are multiple\n\n[00:28] formats like image u video you know um\n\n[00:32] have you tried like maybe using keywords\n\n[00:35] on image or what what do you have you\n\n[00:36] see in your testings\n\n[00:39] maybe same\n\n[00:42] oh we have to trade\n\n[00:45] you want to know about Reddit\n\n[00:46] specifically right yeah I I tested image\n\n[00:49] links I didn't see anything from them\n\n[00:51] the biggest thing from Reddit is if you\n\n[00:53] want anything you do there to have value\n\n[00:55] it has to have activity\n\n[00:57] So, that's why I always go about AMAs\n\n[00:58] because you naturally get comments, you\n\n[01:00] naturally get up votes, and as long as\n\n[01:02] you don't go in promotional, I've seen\n\n[01:04] it backfire where people come in and\n\n[01:05] they're like, \"Hi, I'm the best uh\n\n[01:07] divorce lawyer in Las Vegas and you want\n\n[01:09] to talk to me because I'm awesome.\"\n\n[01:10] Like, you don't want to leave with that.\n\n[01:12] Um, but as far as like what you use,\n\n[01:15] like anything that's going to get lots\n\n[01:17] of activity. Uh, one of my co-workers\n\n[01:20] posted like a baseball card and got like\n\n[01:23] thousands of up votes. That was like his\n\n[01:25] first Reddit post. Um, so it's really\n\n[01:27] easy to get engagement if you post stuff\n\n[01:29] that like people actually care about if\n\n[01:30] you're just trying to like get your\n\n[01:32] account some credibility when you first\n\n[01:34] start. Um, also like starting off on\n\n[01:36] Reddit, you have zero credibility. So\n\n[01:40] might be worth buying an account, which\n\n[01:42] sounds like bad, but like um if you're\n\n[01:45] trying to start off with a little bit of\n\n[01:47] karma, it can give you a bit of a like\n\n[01:49] starting point. Um,\n\n[01:51] are you suggesting we HAVE\n\n[01:56] NORTH SIDE, BABY. YEAH.\n\n[02:01] GOT US. WE GOT\n\n[02:06] 58.\n\n[02:09] WELL, and so the other thing that I\n\n[02:11] would mention on that is that\n\n[02:13] the other thing I would mention on that\n\n[02:14] is that like with Reddit, those [ __ ]\n\n[02:17] are feral. Like straight up. If you go\n\n[02:19] in there and you're like, \"We're the\n\n[02:21] best so and so,\" they're like, \"Boo.\"\n\n[02:24] They'll immediately downvote you.\n\n[02:25] They're they're absolutely feral. Just\n\n[02:28] savage,\n\n[02:30] right?\n\n[02:32] And it's just it's not something that\n\n[02:34] you want to engage in. Like go in there,\n\n[02:36] you know, like, hey, check this out or\n\n[02:39] do an AMA. Be very very upfront that\n\n[02:41] this is what it is and what it is not.\n\n[02:44] And you'll have a lot a lot better\n\n[02:46] success with credit. Anything else?\n\n[02:48] Yeah.\n\n[03:01] Not all at once.\n\n[03:04] I got questions. You got one right\n\n[03:06] there.\n\n[03:06] You got one, man.\n\n[03:13] Oh, this is question for Joy. I was just\n\n[03:15] going to ask um the Reddit thing you\n\n[03:17] were talking about using it from verbal\n\n[03:19] patterns when you're looking to do\n\n[03:23] the posts and the content and cleaning\n\n[03:25] things up and and making additions to\n\n[03:27] existing content uh instead of doing\n\n[03:30] just the straight AI pages. How are you\n\n[03:32] also really getting into the head of the\n\n[03:34] Reddit user to determine that's\n\n[03:35] indicative of the average pattern of how\n\n[03:37] other people are thinking versus just\n\n[03:39] one person who might think completely\n\n[03:40] differently from the rest of the group?\n\n[03:42] you do you batch other like Reddit posts\n\n[03:44] to see if they have some sort of common\n\n[03:45] themes, common presuppositions and that\n\n[03:47] becomes the basis for any content\n\n[03:49] upgrades or brand new content that you\n\n[03:51] have written.\n\n[03:57] Yeah. The content that you read on\n\n[03:59] Reddit just that you're finding out and\n\n[04:01] you say, \"Okay, this is an this is a\n\n[04:02] problem that people have.\" Is there but\n\n[04:06] if I were to write a post I'm very\n\n[04:08] grateful that the US economy is not\n\n[04:10] based away on I think because I'm\n\n[04:12] probably one goof in the corner but I\n\n[04:14] don't want anyone to then start writing\n\n[04:16] thinking that content needs to be\n\n[04:17] written because I was the one who had\n\n[04:18] the most articulate or inartic whatever\n\n[04:20] the the the goal was. So, do you go\n\n[04:23] through common themes over and over\n\n[04:24] again and kind of find repeat patterns\n\n[04:26] on Reddit and then that becomes either\n\n[04:27] be basis of a persona or or the or the\n\n[04:29] things that you decide to hit when you\n\n[04:31] then create brand new content or create\n\n[04:33] content to enhance an existing page.\n\n[04:45] Yeah. No, I don't I don't think you'd\n\n[04:47] have to be that thorough. Um, like I\n\n[04:49] wouldn't be combing through like Reddit\n\n[04:50] posts and things like that. Um, most of\n\n[04:52] the time I don't even like look at\n\n[04:53] Reddit. I just look at the sources for\n\n[04:55] the AI overview. Um, generally and see\n\n[04:58] what consensus that is.\n\n[05:00] You can go sentiment analysis from\n\n[05:02] Right.\n\n[05:04] So I do like I got a lot of [ __ ] up,\n\n[05:08] right? I have, you know, Reddit has a\n\n[05:10] free API\n\n[05:16] testing going on.\n\n[05:20] And that's just part\n\n[05:28] I got you brother.\n\n[05:29] Yes sir. And then right between\n\n[05:34] you have the social element as best as\n\n[05:37] you can right.\n\n[05:46] I can't tell you how happy it made this\n\n[05:50] turtle.\n\n[05:55] How scared was that?\n\n[05:57] Super scary. I mean, this is\n\n[06:00] for a while.\n\n[06:03] It's not that scary.\n\n[06:19] multiple tags,\n\n[06:22] right? One is Gemini CLI, one is Brock,\n\n[06:25] one is FL, one is [ __ ] another Gemini\n\n[06:28] version, Doom, right? So, one terminal\n\n[06:31] has multiple tabs and I'm going in, son\n\n[06:34] in. And remember, data for SEO, most of\n\n[06:37] the tools you're using, that's what they\n\n[06:39] come and grab and charging you for, bro.\n\n[06:42] Just go sign up. Don't be scared to pay\n\n[06:44] the $100 minimum for the AI part. Don't\n\n[06:47] be scared to pay the $100 a month for\n\n[06:49] the backlink part and you off and\n\n[06:51] running. [ __ ] all that other [ __ ] Build\n\n[06:53] your own [ __ ] It's not that hard. And\n\n[06:56] thank you. I want to just say this\n\n[06:57] publicly, right? Thank you, KO. Thank\n\n[07:00] you, Brian W. Thank you, Simon. And by\n\n[07:03] the way, three of those that meet me in\n\n[07:05] that same mastermind I was talking\n\n[07:06] about. I learned so much from these\n\n[07:08] guys. Even just lurking, they just say\n\n[07:11] one thing. That's what you got to do\n\n[07:12] with me, bro. Say one thing and I'm\n\n[07:15] gone. That's what I'mma do. Open up a\n\n[07:17] terminal, deep research, deep research.\n\n[07:20] And now I'm study that subject in the\n\n[07:22] depth like a [ __ ]\n\n[07:25] Then open up another terminal, run, and\n\n[07:27] it creates me something I give to my\n\n[07:29] team. But me knowing it alone is\n\n[07:32] useless.\n\n[07:34] Brian, am I lying?\n\n[07:37] If he gives me stuff and I go, \"Hey,\n\n[07:39] bro, look, just to make sure I'm about\n\n[07:40] to give it to my team, this isn't this\n\n[07:43] this is how it is.\" He goes, \"Yes, I\n\n[07:48] question. I got one.\" All right, there\n\n[07:50] you go. Got a question.\n\n[07:55] Brian with um Brian. So\n\n[07:59] yeah, you talk about creating networks,\n\n[08:02] you know, big network. There's a point\n\n[08:04] where when you have a large network, you\n\n[08:07] can use this at PBNs, you can just boost\n\n[08:10] one new website, but the starting point\n\n[08:13] is is difficult, you know, like the\n\n[08:16] first website, what what do you\n\n[08:18] recommend to boost it a bit? What kind\n\n[08:20] of links you build? I I saw you you're\n\n[08:22] in in the group you know you you shared\n\n[08:24] a bit about um this this parasite is\n\n[08:26] about books uh the guest um something\n\n[08:30] for for books uh the authors there's a\n\n[08:33] parasite for authors amazing um but what\n\n[08:36] what else do you suggest for for\n\n[08:38] boosting a bit your your your\n\n[08:41] PBN or this network when you you don't\n\n[08:44] have a lot\n\n[08:49] all right So, if I'm starting a network\n\n[08:52] right out of the gate, I usually do the\n\n[08:54] WP WP multi-sight networks. Um, you pay\n\n[08:57] for one domain and build out 800\n\n[08:58] subdomains. Well, for that and if I want\n\n[09:01] to start getting traffic, getting some\n\n[09:02] activity to it right away. Obviously,\n\n[09:04] you can start with a u invest domain\n\n[09:07] that has some authority, some history\n\n[09:08] behind it, has some backlinks, some\n\n[09:10] traffic coming in. Great. starting from\n\n[09:12] scratch, you're going to have to start\n\n[09:14] using some of those, you know, what I\n\n[09:16] call those catalyst content type\n\n[09:17] techniques like the expert roundups and\n\n[09:19] things like that. Start doing that. You\n\n[09:21] have some experts come in, contribute\n\n[09:23] it. I put in the um I say get a ton of\n\n[09:27] traffic from guest post accepted type\n\n[09:29] posts. I'll put a a table of every\n\n[09:32] single search operative someone reviews\n\n[09:35] the guest post of the niche that I'm\n\n[09:36] going after. and I'll get 10, 15, 20\n\n[09:39] requests a day for guest posts coming in\n\n[09:41] and combing through the site looking at\n\n[09:43] the type of post I have things like\n\n[09:45] that. I am obviously, you know, taking\n\n[09:47] advantage of social and credit and what\n\n[09:49] else people are talking about to get\n\n[09:51] traffic. But again, um, anything you can\n\n[09:55] use that's going to generate media\n\n[09:56] traffic and another big thing for that\n\n[09:58] is, uh, directories. Add a directory to\n\n[10:00] the site. I'm going to scrape uh scrape\n\n[10:02] all the data I can put the uh the uh\n\n[10:06] directory in here that's going to\n\n[10:08] generate just a ton ton of traffic right\n\n[10:10] out of the gate just from super low\n\n[10:12] hanging fruit people searching for phone\n\n[10:15] numbers and addresses personal names you\n\n[10:17] know how many people have um you know\n\n[10:19] Google alerts set up for their personal\n\n[10:20] name their business name or something\n\n[10:22] like that publishing a a directory\n\n[10:24] listing for them and then leverage them\n\n[10:26] for paid upgrades things like that or\n\n[10:28] for them a a future post on the uh on\n\n[10:30] the site So, there's a ton of little\n\n[10:32] things that you can do to kind of get\n\n[10:33] some traction right out of your paint\n\n[10:35] and\n\n[10:36] do them all at once and you'll do well.\n\n[10:45] One of the things that I would add to\n\n[10:46] that is like with if you're doing a\n\n[10:49] multicight kind of like how Len's doing\n\n[10:51] it or if you're doing that it doesn't\n\n[10:52] need to be some shitty like looking you\n\n[10:55] know just for links stuff. There's\n\n[10:57] there's this line between\n\n[11:00] just a we're going to throw it up for\n\n[11:01] link equity or for for links and\n\n[11:04] actually giving a [ __ ] right? And so if\n\n[11:07] you air on the ladder of the two where\n\n[11:09] you actually do feel like I'm doing\n\n[11:11] this, I'm a journalist. I'm actually\n\n[11:13] creating good content. You know, Winnham\n\n[11:15] talks a lot about this where it's like\n\n[11:16] expert roundups, right? His presentation\n\n[11:18] expert roundups. you're going to look at\n\n[11:20] maybe uh you know restaurant highlights\n\n[11:24] in the area or feature businesses in the\n\n[11:26] area. That's [ __ ] that an actual\n\n[11:29] journalist would do, not just some\n\n[11:31] random run-of-the-mill SEO, right? So it\n\n[11:35] there there is an element of quality\n\n[11:37] that kind of comes into it. Like I\n\n[11:39] guarantee like most of the stuff like if\n\n[11:40] you looked at when any of whom's network\n\n[11:43] if you look at the if you look at any of\n\n[11:44] Bradley Bennett stuff uh if you look at\n\n[11:47] any of the people that actually care\n\n[11:49] about their network and what they're\n\n[11:51] actually leveraging for it it's going to\n\n[11:53] look like a website. You're not going to\n\n[11:55] know the difference between that versus\n\n[11:58] you know you the New York Times kind of\n\n[12:01] a thing. So it comes down to quality.\n\n[12:10] want to go first.\n\n[12:14] How many on the panel have PBN networks?\n\n[12:18] Don't lie.\n\n[12:20] Yeah. Uh, how many in the audience have\n\n[12:23] PBN networks?\n\n[12:26] How many would like to have them that\n\n[12:29] don't have them?\n\n[12:32] No. No. No.\n\n[12:35] One. Two people.\n\n[12:41] Okay, the first question is for the\n\n[12:42] whole panel.\n\n[12:44] It says, um,\n\n[12:48] wait a minute.\n\n[12:51] It's from Bernard. This is for the whole\n\n[12:53] panel. I am a little confused. Do we use\n\n[12:56] images generated on LLMs for SEO?\n\n[13:01] Or if we do want to create images, we\n\n[13:05] should use nano banana or do we not use\n\n[13:09] any generated images? Please help me to\n\n[13:12] understand.\n\n[13:19] Well, for my local clients, we just get\n\n[13:23] original images from them. And um and\n\n[13:25] I've been training\n\n[13:27] I've been uh training my lo trying to\n\n[13:28] train my local clients to snap photos on\n\n[13:31] every job like some of the others talked\n\n[13:33] about Simon as well to snap photos, take\n\n[13:36] quick videos, all that kind of stuff.\n\n[13:37] And so we always use their images. Um I\n\n[13:40] have a library of images that I've taken\n\n[13:42] from screenshots from tree service\n\n[13:44] videos and that kind of stuff that we\n\n[13:45] use for campaigns that where the client\n\n[13:47] does not provide the enough photos. So\n\n[13:49] we've built over the years working with\n\n[13:51] tree guys. We got a massive library and\n\n[13:53] we've manipulated images so that they\n\n[13:54] appear to be unique, you know, all that\n\n[13:56] kind of stuff. So, I don't typically use\n\n[13:58] AI generated images for client work,\n\n[14:00] just to be clear. Um,\n\n[14:02] I'm glad seeing Joyy's Joyy's\n\n[14:04] presentation today, it makes sense that\n\n[14:06] I I'm glad I didn't. So,\n\n[14:10] so there's a couple different ways that\n\n[14:12] I would approach it. Ideally, what I'm\n\n[14:14] going to look for is\n\n[14:16] unique client images and that like it's\n\n[14:20] kind of a good, better, best situation,\n\n[14:22] right? So, best situation is going to be\n\n[14:25] client their team's on it. They're\n\n[14:27] snapping photos daily, showing jobs, the\n\n[14:31] actual business that they're doing.\n\n[14:33] Hands down, that's going to be the best\n\n[14:34] way to do it. Second best way would be\n\n[14:37] like the YouTube kind of approach, AI\n\n[14:39] thing. The again the thing that that I\n\n[14:41] am aware of with Google Nano Banana is\n\n[14:43] they use what's called synth ID which is\n\n[14:45] actually embedded it's like a pixelation\n\n[14:49] actually watermarked in the image. So\n\n[14:51] it's not just the little Gemini logo but\n\n[14:54] it's actually embedded within the image\n\n[14:56] so they can identify if it was created\n\n[14:58] by AI. Um not all of the AI uh image\n\n[15:02] generation company or not all image\n\n[15:04] generation via AI is using this\n\n[15:06] technology but I know Google is for\n\n[15:08] sure. So air on the side of caution with\n\n[15:12] that right if a client can't do that\n\n[15:13] then go banana you create the AI\n\n[15:16] generated images be aware that there is\n\n[15:20] both risk and reward with that absolute\n\n[15:22] worst case one and do not use this is\n\n[15:27] make sure that it does not have a\n\n[15:28] watermark. There's a whole other\n\n[15:30] presentation on that alone, but I can\n\n[15:32] tell you if it has watermarked or if\n\n[15:35] there are other things embedded within\n\n[15:37] the the image that can be unbelievably\n\n[15:40] problematic for your business.\n\n[15:43] or delete.\n\n[15:50] Uh so the only thing that we use AI\n\n[15:52] images for is like infographic kind of\n\n[15:54] style things where it's like a chart or\n\n[15:56] a graph or something like that for\n\n[15:58] anything that's like a garage door, a\n\n[16:00] lawn, a roof, whatever. Um we completely\n\n[16:03] stopped using AI images because we saw\n\n[16:05] the ranking benefit gains we were\n\n[16:07] getting from them just reversed.\n\n[16:14] I echo.\n\n[16:21] Yeah. Asking clients to to take images.\n\n[16:25] Yeah. If they could all day long,\n\n[16:26] everyone's saying the same thing. Do\n\n[16:28] they? No. If you have now in niches like\n\n[16:33] I do a lot of white label for dentists.\n\n[16:36] You can't really use an AI image. Uh\n\n[16:39] then you have like who's this person?\n\n[16:40] they don't work here. So what we do is\n\n[16:42] we try to we send in a professional\n\n[16:44] photographer and they'll take real\n\n[16:46] images with the dentist and the staff\n\n[16:48] now staff turns over then you have old\n\n[16:52] images but I think for those things\n\n[16:55] where you're looking to create trust\n\n[16:57] where you have say your money your life\n\n[16:59] you do need real images there and use AI\n\n[17:02] images sparingly but for things like say\n\n[17:05] plumbing I mean how how how\n\n[17:09] well can you make an image should say\n\n[17:11] toilet repair. I mean, come on. You got\n\n[17:13] a toilet. You got some guys like with a\n\n[17:15] wrench. And there's there's only so much\n\n[17:18] you can do with it. But I I do like to\n\n[17:20] use them because I can I can get the\n\n[17:22] right entities in there versus some guy\n\n[17:25] thinking, \"Oh, this is this is good\n\n[17:27] enough.\" It's not good enough. Sometimes\n\n[17:29] I need to have the right entities in my\n\n[17:30] image. Yeah. If if clients can take\n\n[17:32] them, great. Then my job is easy. But it\n\n[17:35] doesn't work like that in real life.\n\n[17:47] I I think it's also purpose, right? Like\n\n[17:49] it it's the age-old SEO answer of it\n\n[17:52] depends, right? So if you're looking at\n\n[17:56] a GMBB,\n\n[17:58] absolutely they need to be high quality.\n\n[18:00] They need to do that. As Marita was\n\n[18:02] mentioning earlier, you also need to run\n\n[18:03] it through uh cloud the vision AI. You\n\n[18:07] want to double check that because if if\n\n[18:09] it's identified as racy, uh, violent,\n\n[18:12] anything like that, I've seen GMBB posts\n\n[18:15] can immediately get flagged for that.\n\n[18:18] Now, if you're using it on Facebook,\n\n[18:19] Instagram, Pinterest, any of that kind\n\n[18:21] of stuff, it's a different scenario,\n\n[18:24] right? We don't necessarily need the\n\n[18:26] highest quality images there. You can\n\n[18:27] get away with like infographics, things\n\n[18:29] like that, but it's right tool, right\n\n[18:31] job.\n\n[18:35] One one thing I'll add is I love\n\n[18:38] infographics that they're really good.\n\n[18:40] They really I think you mentioned that,\n\n[18:41] didn't you, George? Yeah, they're really\n\n[18:43] good, but I mean I used to someone used\n\n[18:45] to pay I used to charge like 100 bucks\n\n[18:48] for an infographic. I'm cheap and I'm\n\n[18:49] lazy. So I I don't do that anymore. The\n\n[18:53] uh GMBBS are good for like I say images\n\n[18:56] of where you are and you can't recreate\n\n[18:59] those in AI. The other thing I do which\n\n[19:02] I didn't cover in the presentation when\n\n[19:03] I have an image created with the AI I\n\n[19:06] need to resize it rename it and add\n\n[19:08] maybe add a logo to the corner and I\n\n[19:10] think by doing that when I'm\n\n[19:11] regenerating doesn't that BK doesn't\n\n[19:13] kind of remove that watermark.\n\n[19:18] Okay. So it's a visual watermark even\n\n[19:26] cool.\n\n[19:43] And for me, same as everyone else. For\n\n[19:45] clients, I push for their stuff. Um, for\n\n[19:48] social, for my affiliate stuff, for my\n\n[19:50] networks, I just send it. Let it rip.\n\n[19:53] All AI stuff, who cares?\n\n[19:56] No way.\n\n[20:02] Simon, what other resources can you\n\n[20:04] recommend to get better context to\n\n[20:07] understand your actual presentation?\n\n[20:18] You want the funny answer, the long\n\n[20:20] answer, the short answer.\n\n[20:22] What what's what specifically they\n\n[20:25] looking at? Give me one thing.\n\n[20:31] Okay. I think the best answer is just\n\n[20:33] reach out to me. I'm very approachable.\n\n[20:36] I'm open book most of the time. Just\n\n[20:39] just reach out and and ask me. But\n\n[20:41] resources for understanding. Let's see\n\n[20:44] what might they have asked\n\n[20:46] about.\n\n[20:50] Let me ask the audience here. What was\n\n[20:51] the hardest part of my presentation for\n\n[20:54] you to understand\n\n[20:56] besides my accent?\n\n[21:13] Yeah, I I just start asking questions.\n\n[21:16] Like I said in the presentation, the\n\n[21:18] only question you don't that there are\n\n[21:20] no stupid questions except the ones you\n\n[21:21] don't ask. Like just we've all done\n\n[21:24] that, right?\n\n[21:26] Uh for if it was coding, I mean there's\n\n[21:29] a bunch of coding videos out there. Just\n\n[21:32] look on YouTube like AI coding. There's\n\n[21:34] a million out there. If it's what else\n\n[21:41] entities on the image?\n\n[21:45] Yeah, Nester was saying like entities on\n\n[21:47] the images and entities basically like\n\n[21:48] I'm looking at here. We got cups,\n\n[21:50] phones, backpacks, computers, half eaten\n\n[21:52] bagel. I say you did not eat your bagel.\n\n[21:57] Okay.\n\n[22:02] I'm Australian.\n\n[22:05] What does it mean to build?\n\n[22:10] Okay. I So I I have my my websites I'm\n\n[22:13] doing now are based on WordPress. So the\n\n[22:16] word WordPress core then I just use like\n\n[22:20] say Claude or Gemini or whoever to\n\n[22:22] create the HTML goes in the page itself.\n\n[22:26] That makes sense. like P tags, divs,\n\n[22:28] sections,\n\n[22:30] lists, tables, that type of thing. All\n\n[22:33] all the HTML elements.\n\n[22:37] Yeah,\n\n[22:38] exactly. Yeah, text editor. Yeah, text\n\n[22:41] editor and then into the code tab and\n\n[22:43] then just paste everything in there,\n\n[22:44] baby. Or if you're lazy like me, you\n\n[22:46] just cover using the the um uh JSON,\n\n[22:49] what's it called? REST API. Thank you.\n\n[22:52] REST API, push it in there, use an\n\n[22:54] application, a WordPress user\n\n[22:56] application password, and you're in\n\n[22:58] you're Yeah. And it's like easy peasy,\n\n[23:02] easy peasy lemon squeezy.\n\n[23:06] Does that help, mate?\n\n[23:12] That was a banger.\n\n[23:18] Oh, so the qu yeah yeah the question was\n\n[23:21] bu building how do I use how do I build\n\n[23:24] pages inside websites is it pure HTML no\n\n[23:27] I in my my preference right now is I'm\n\n[23:30] using WordPress as the underlying\n\n[23:32] platform just basic WordPress core no\n\n[23:35] theme and I'm going into the code editor\n\n[23:38] of like you basically say post create a\n\n[23:40] new post go to the code tab and paste\n\n[23:43] everything in\n\n[23:57] diggity, mate.\n\n[23:59] Good.\n\n[24:00] Okay. Okay. Good. Uh, good day. What did\n\n[24:03] they say down there? It's funny. I have\n\n[24:06] some a banging. No, it's funny. I have\n\n[24:10] some Australian clients and we used to\n\n[24:13] have our our VAS that would write they\n\n[24:15] were Filipinos I think they wrote\n\n[24:17] American English like no no no they\n\n[24:19] speak proper English over there.\n\n[24:25] Good. Good on you, Bruce or Sheila.\n\n[24:38] Yo, for anybody that does, I got a\n\n[24:40] question.\n\n[24:43] So, for anybody that does schema, right,\n\n[24:45] what do you think is the most powerful\n\n[24:47] or important schema link part of it?\n\n[24:49] Known as, same as, something else. I\n\n[24:51] don't want to throw any nuggets out. But\n\n[24:53] I want you to drop it out. Huh?\n\n[24:57] Guys, anybody?\n\n[25:00] So, I'm not I'm not I'm not a schema\n\n[25:02] person, I should just say. Um, but the\n\n[25:04] one type of schema that we actually do\n\n[25:06] is product schema because it's the only\n\n[25:07] one that gets you gold stars. That's all\n\n[25:09] I really care about with schema.\n\n[25:14] I do reviews. So, I've got all my\n\n[25:17] reviews in there. And the thing they\n\n[25:18] reviewed is typically it could be a\n\n[25:20] product but typically they review the\n\n[25:22] business. So but in my in my when I\n\n[25:25] download all the reviews I'll create the\n\n[25:28] reviews and they will be it's okay\n\n[25:31] and they'll have all the review markup\n\n[25:33] in there. So if I need to import them\n\n[25:35] with a short code they're already in\n\n[25:36] there get marked up. So I like review\n\n[25:38] schema which and it shows up in search\n\n[25:41] console too right?\n\n[25:44] Don't fast\n\n[25:47] I'm forcing answers.\n\n[25:50] So what I've had a lot of success lately\n\n[25:52] with is um basically creating like micro\n\n[25:55] entity silos on my different sites for\n\n[25:57] different um different things and using\n\n[25:59] the link roll link relationship schema\n\n[26:00] and just tying everything together.\n\n[26:02] Link ro and link relationship schema.\n\n[26:05] Yeah. And just making sure all my uh my\n\n[26:08] uh you know my money pages, my\n\n[26:09] supporting pages are all tied together\n\n[26:11] understood that way within the schema.\n\n[26:18] So, Neestor, I do like webpage, but\n\n[26:22] because you can get really versatile\n\n[26:24] with it. Um, significant links, the\n\n[26:27] significant link is really good. I like\n\n[26:29] that one.\n\n[26:30] Um, with web page, you can also go in\n\n[26:33] and it's basically like you're designing\n\n[26:35] a web page. You can say like here's\n\n[26:36] event schema, here's all this other\n\n[26:37] stuff. Um, is it necessary in all cases?\n\n[26:41] No. But if if I need that extra little\n\n[26:43] edge, I mean, Lita and I we talked\n\n[26:45] about, you know, you don't bring a\n\n[26:46] bazooka to a knife fight. You go in and\n\n[26:48] escalate.\n\n[26:51] Yeah.\n\n[26:58] Yeah. No, I like that one. Um there\n\n[27:00] there have been cases we did we did\n\n[27:02] webpage schema with marked up with event\n\n[27:04] schema and stuff like that and I\n\n[27:06] actually took over an event there in\n\n[27:08] knowledge camp.\n\n[27:10] So\n\n[27:12] all right mine is the ID page strategy.\n\n[27:15] Been messing with that for seven years\n\n[27:17] now since 2019 since since 2019. And\n\n[27:20] that uh and local business scheme well\n\n[27:22] you'll see the ad ID field in many\n\n[27:24] different schema types. But the way that\n\n[27:25] we manipulate that for local business or\n\n[27:28] organization. So I look at the knowledge\n\n[27:30] graph is two ways. There's a brand\n\n[27:31] knowledge graph which is kind of\n\n[27:32] location neutral and then for each\n\n[27:34] individual physical location there's a\n\n[27:36] branded location knowledge graph. And so\n\n[27:38] we can influence that through that ad ID\n\n[27:41] designation if there's a dedicated\n\n[27:42] resource there which is specifically for\n\n[27:44] URI unique resource identifier where my\n\n[27:47] concept at least my methodology is we go\n\n[27:50] extract all the page URLs that we've\n\n[27:51] created some that are indexed some that\n\n[27:53] haven't been discovered yet anything\n\n[27:55] that has accurate information published\n\n[27:56] about that business is a citation right\n\n[27:58] that's what it is so we consolidate all\n\n[28:00] those citations into an ID page that\n\n[28:03] then we designate the dedicated ID page\n\n[28:04] URL and the ad ID field of the local\n\n[28:06] business schema\n\n[28:07] You can do that at a brand level too an\n\n[28:09] organization schema and that just is it\n\n[28:11] becomes an entity of where everything's\n\n[28:12] tied together all the supporting assets\n\n[28:14] anything that corroborates name address\n\n[28:16] phone number website or some combination\n\n[28:18] of those four data points so and then\n\n[28:20] that ID page becomes a link building\n\n[28:21] target right so you fill it with like\n\n[28:23] press releases are fantastic for that\n\n[28:24] you hit it with brand anchors first then\n\n[28:26] you get and we host our ID pages on\n\n[28:28] Amazon S3 bucket I typically don't give\n\n[28:30] a [ __ ] about domain authority but in\n\n[28:32] this case you've got incredibly high\n\n[28:34] domain authority and so you can be a lot\n\n[28:36] more aggressive with link velocity,\n\n[28:38] keyword anchor text, especially once you\n\n[28:39] have that pillow base layer of branded\n\n[28:41] anchors. So, I've been using the ID page\n\n[28:43] strategy for seven years and I love it.\n\n[28:44] It still works.\n\n[28:48] Yeah. So, it's it's almost it's you know\n\n[28:49] kind of an iframe stack as well in\n\n[28:51] addition to referencing all of the uh\n\n[28:53] page URLs that have accurate information\n\n[28:54] published about the the business NAPW or\n\n[28:56] some combination of those. Uh we'll by\n\n[28:59] the way Google Sheets we take put column\n\n[29:01] A all the keywords or algorithm trigger\n\n[29:04] words. I hate the word keyword anymore.\n\n[29:05] I really do. algorithm trigger words uh\n\n[29:07] in column A, column B, we'll put all\n\n[29:09] those page URLs, post URLs, whatever,\n\n[29:11] citations, press releases, all that. And\n\n[29:13] then in column C, we use a concatenate\n\n[29:15] formula. Took me forever to learn how to\n\n[29:16] pronounce that, remember?\n\n[29:18] Like I'm so proud of the fact I can say\n\n[29:19] that word now. Uh but concatenate\n\n[29:22] formula, right? So it converts it to all\n\n[29:24] those keywords to the an the URLs. So\n\n[29:27] anchor text, we hide the first two\n\n[29:28] columns. We publish the Geek Gravity\n\n[29:30] embed code that goes in the Gsheet. and\n\n[29:32] any of the main assets like the money\n\n[29:34] site if it's embeddible we'll embed that\n\n[29:36] uh Google business profile map um\n\n[29:38] citation vault if you're using that\n\n[29:39] press advantage organization page we do\n\n[29:41] all that kind of stuff an iframe stack\n\n[29:43] as well is just an entity resource for\n\n[29:45] any of the branded or supporting assets\n\n[29:47] that support or corroborate that branded\n\n[29:49] business locations information does that\n\n[29:51] make sense\n\n[29:52] just just for the record\n\n[29:55] this as well this is where this is one\n\n[29:57] of the first places I\n\n[30:00] Yeah, that's a fact. Repeat that [ __ ]\n\n[30:02] again, bro. You know, like I'm watching\n\n[30:04] him talk and I'm like I'm like why\n\n[30:08] my man like you know and I told me the\n\n[30:11] text that link this dude is a brainiac\n\n[30:13] bro listen\n\n[30:17] what\n\n[30:19] here you go Simon yo listen just a quick\n\n[30:22] question just say yes or no and then\n\n[30:23] negative effect or no you ever tried\n\n[30:25] significantly CB\n\n[30:29] no Yes. Yeah. What kind of effect? Yay.\n\n[30:32] Your name.\n\n[30:35] So, yay. You ever tried that? You ever\n\n[30:36] tried that? Tried that name.\n\n[30:52] The one that you don't.\n\n[30:54] Yeah, the one you don't build next to\n\n[31:01] seriousity.\n\n[31:14] Yeah. So, don't link to your C map URL.\n\n[31:17] I still see SEOs do that sometimes. not\n\n[31:18] near as much as we used to. By the way,\n\n[31:20] I used to spam the [ __ ] out of them,\n\n[31:21] too. So, you know, we all did, but uh at\n\n[31:24] some point it became a spam signal and\n\n[31:26] it's uh Chris uh Palmer did a bunch of\n\n[31:28] testing on this as well. And there's a\n\n[31:30] threshold and so it usually takes a\n\n[31:32] certain volume of links to do it, but I\n\n[31:33] say just don't do it unless you know\n\n[31:35] what the hell you're doing and it's very\n\n[31:36] strategic. So, for example, in an ID\n\n[31:38] page, I link to the the CI map URL\n\n[31:40] because again, that's an entity stack.\n\n[31:42] That's a machine readable ID, right? So,\n\n[31:44] all that I put that in there as well. on\n\n[31:46] has hazmap. I always reference the C map\n\n[31:48] URL and hazmap uh attributes all that.\n\n[31:50] So, but just don't just don't spam it\n\n[31:52] like and I recommend just don't build\n\n[31:54] links to it. If you're going to build\n\n[31:55] links to the Google map, do a share URL.\n\n[31:56] It's a natural looking link profile.\n\n[31:58] Yes, you're not pushing link equity in\n\n[31:59] the map. Who cares? It's a natural\n\n[32:01] looking link profile. Brand [ __ ]\n\n[32:03] private, bro. Remember when I sent you\n\n[32:04] one on my joints and you sent me a\n\n[32:06] message like HOW THE [ __ ] YOU GOT TO\n\n[32:08] TRUST FLOW 40\n\n[32:11] ON your share URL, bro? Uh, and and it\n\n[32:16] was it was it was a it was you fixed it.\n\n[32:19] You helped me fix it. It was a little\n\n[32:20] bad, but yo, that [ __ ] had that [ __ ]\n\n[32:22] ranking gang busters. Uh,\n\n[32:24] oh, Simon, you had something.\n\n[32:26] Yeah, you're asking for the property and\n\n[32:28] schema. So, if you go look up additional\n\n[32:30] property\n\n[32:31] and you got some creativity,\n\n[32:36] knows what I'm talking about here. So,\n\n[32:38] all the signals and everything I had in\n\n[32:40] the presentation, which I didn't share\n\n[32:42] today, but it's in there. all these\n\n[32:43] signals like years in business, you can\n\n[32:46] put that in there, too. Or your your\n\n[32:47] license number, things like that.\n\n[32:49] Everything that you have a real business\n\n[32:51] would have, put it in there. Make up\n\n[32:53] your own property.\n\n[32:55] If if a machine can read it, it's going\n\n[32:58] to assume what that is. Years in\n\n[33:00] business, years dash in dash business.\n\n[33:04] Okay. Right. Just do it. Don't don't\n\n[33:06] overthink it. Put everything in there\n\n[33:08] that would make sense to real business.\n\n[33:10] I have a question.\n\n[33:14] I want to say something\n\n[33:16] about I've been trying to tell people\n\n[33:19] for quite a while. [ __ ] all that keyword\n\n[33:21] [ __ ] Talk to me about keyword and then\n\n[33:24] for a while we've been on entities and\n\n[33:26] even that you need entities gradually\n\n[33:28] like understand where we are. So that\n\n[33:31] like that's the basis for us at this\n\n[33:32] point basis\n\n[33:35] services.\n\n[33:37] So a PI is right. I do some whitening\n\n[33:41] send. So the agency selling to PI\n\n[33:44] attorneys, hey, send me five services. I\n\n[33:47] tell them they send me one service.\n\n[33:51] One service fraud with the GO with the\n\n[33:55] GO. Well, I said send me five services.\n\n[33:59] Not one service or five variations.\n\n[34:01] Right? So what I mean personal injury,\n\n[34:04] motorcycle,\n\n[34:07] slip and fall, wrongful death, right? So\n\n[34:10] what I want to uh act because you work\n\n[34:12] with a lot of PIs, right? Is or is I'm\n\n[34:15] not what I'm saying factual like\n\n[34:17] personal injury attorney. That's it\n\n[34:20] brings the money and that's what they\n\n[34:21] all want for sure, right? This in that\n\n[34:23] niche that's the vanity keyword. The\n\n[34:26] money is in the truck accident attorney\n\n[34:31] Geo because the truck accident pays. Am\n\n[34:34] I right or am I wrong?\n\n[34:38] No, I I think they're both important. So\n\n[34:40] like whether personal your question was\n\n[34:42] whether personal injury attorney Las\n\n[34:44] Vegas is just as important as like truck\n\n[34:45] accident lawyer, slip and fall lawyer. I\n\n[34:47] think they're all important. So I would\n\n[34:49] go for all of them. Um were you talking\n\n[34:50] about like when you say services you're\n\n[34:52] talking about like in the GBP itself?\n\n[34:53] So, like for instance, if let's say I'm\n\n[34:57] like, \"Hey, you're like Marino, I need\n\n[34:58] you some help with this, you know, you\n\n[35:00] miss it, right?\" And I'm like, \"All\n\n[35:01] right, send the services over.\" What\n\n[35:03] would you send over?\n\n[35:04] Yeah. So, we we usually ask them, I'm\n\n[35:06] like, \"Do you take dog bite cases? Do\n\n[35:07] you take slip and fall cases?\" Because\n\n[35:09] what I've found with specifically with\n\n[35:11] personal injury attorneys, there's a\n\n[35:12] good chunk of them that don't actually\n\n[35:13] want certain cases. We have like this\n\n[35:16] one client that they get so much traffic\n\n[35:18] for slip and falls, their Walmart slip\n\n[35:19] and fall page is like wild. They don't\n\n[35:22] want them. They're like, \"These are\n\n[35:23] crappy cases.\"\n\n[35:25] Yeah.\n\n[35:26] Yeah. So, it depends on, but all of them\n\n[35:28] want car accidents. All of them want\n\n[35:29] trucks. All of them want drunk driving.\n\n[35:31] So, we we usually will map out like all\n\n[35:34] of those. Drunk driving is a good one.\n\n[35:36] Um,\n\n[35:37] yes. Uber. Uber accidents.\n\n[35:40] Well, we're going even beyond Uber now.\n\n[35:42] There's all the other like I forget some\n\n[35:43] of the names of them, but there's other\n\n[35:44] Yeah. Well, Lift and there's another big\n\n[35:46] one that's like starting up. Yeah, maybe\n\n[35:48] that's it. Um, so we're starting to like\n\n[35:51] create pages for those as well. So yeah,\n\n[35:52] target all of it.\n\n[35:54] Okay, I just, you know, want to go for\n\n[35:55] one, you bring up a really good\n\n[35:58] you bring up a really good point about\n\n[36:00] asking the client. I mean, this just\n\n[36:01] comes down to due diligence, right? Like\n\n[36:03] you ask the client if they don't want\n\n[36:05] dog bite. Like why why would you put in\n\n[36:08] time and effort into, you know, oh,\n\n[36:10] we've got to do this entire topical map.\n\n[36:12] We've got to do all this. They don't\n\n[36:14] want that. What they want is this, this,\n\n[36:16] and this. This is what actually drives\n\n[36:18] money. It may be that they're actually\n\n[36:20] set up to do dog biting. Maybe that's\n\n[36:21] what they want because they they're\n\n[36:22] like, \"Dude, it's a slam dunk for us.\n\n[36:24] Super easy. We've got it figured out.\"\n\n[36:27] That's like, \"We are the dog pie\n\n[36:28] company.\" Like, understand what the\n\n[36:31] client needs because it's not it's not\n\n[36:32] as cookie cutter. And that's where a lot\n\n[36:34] of larger agencies I see tend to fail is\n\n[36:37] that they try this one-sizefits-all\n\n[36:38] like, \"Oh, you're a PI attorney. We're\n\n[36:40] going to do this and this and this.\" And\n\n[36:42] it's like, \"No, [ __ ] listen.\n\n[36:44] Listen to the client. What do they want?\n\n[36:46] What do they need? What are they set up\n\n[36:47] for?\" So, a question we started asking\n\n[36:49] our clients too is can you break down\n\n[36:51] the percentage of revenue by service?\n\n[36:53] Can't even tell you.\n\n[36:55] Who's in my real quick?\n\n[36:57] Bro, you just joined so you didn't hear.\n\n[36:59] Y'all know right everything they saying,\n\n[37:01] right? Everything, right? I just just\n\n[37:05] Sorry. Sorry.\n\n[37:06] We We had a pest control client and we\n\n[37:08] were like creating stuff for I don't\n\n[37:10] even remember like mosquitoes and things\n\n[37:12] they didn't care about and they were\n\n[37:13] like, \"Oh yeah, like 40% of our business\n\n[37:15] comes from sugar ants.\" We're like, we\n\n[37:17] haven't even done a single thing for\n\n[37:18] ants or anything related to ants on your\n\n[37:20] website. So, like after that, we were\n\n[37:22] like, okay, we're going to start like\n\n[37:24] asking clients upfront what services\n\n[37:26] specifically they get the revenue from\n\n[37:27] and we ask them for percentages. So,\n\n[37:29] when they tell me 80% of their cases\n\n[37:31] come from car accidents, okay, that's\n\n[37:33] our focus.\n\n[37:37] Something else in auditing a lot of\n\n[37:39] white labor as a white label I audit and\n\n[37:41] review a lot of sites and I see a lot of\n\n[37:44] times in attorney niche which we got a\n\n[37:45] lot of that our three biggest industries\n\n[37:47] are legal mostly personal injury\n\n[37:49] dentists health in general but dentists\n\n[37:51] and then home services all types and uh\n\n[37:54] with especially with attorney sites I\n\n[37:56] don't know why so many local um you know\n\n[37:58] u SEO agencies marketing firms that work\n\n[38:01] specifically with attorneys they\n\n[38:02] overoptimize the [ __ ] out of their sites\n\n[38:04] and like the homepage will be optimized\n\n[38:06] for personal injury attorney. Then they\n\n[38:07] have personal injury services page that\n\n[38:09] then introduces all the individual case\n\n[38:11] types. Then, you know, and it's just\n\n[38:13] this so much redundancy and duplication.\n\n[38:15] It's unbelievable. I mean, we're talking\n\n[38:17] about oftentimes, you know, personal\n\n[38:18] injury attorney sites you'll see with,\n\n[38:20] you know, 1,200, 1500 pages on the site\n\n[38:22] because it's not just about the uh case\n\n[38:25] type plus the service, the location that\n\n[38:27] they're trying to rank for. So, they got\n\n[38:28] a page for every case type times every\n\n[38:30] city that they're trying to get exposure\n\n[38:32] for. But then they got blog posts, 300\n\n[38:34] blog posts, you know, for each, you\n\n[38:36] know, variation of each phrase. Just old\n\n[38:38] school SEO tactics. I still see a lot of\n\n[38:40] that. And I see like again site\n\n[38:42] efficiency. In my opinion, the two most\n\n[38:43] important things in local search are\n\n[38:44] branded location authority number one.\n\n[38:45] Number two is site efficiency. So again,\n\n[38:47] having a site make clean structure, free\n\n[38:50] from technical SEO errors or points of\n\n[38:51] crawl resistance, um lean, efficient,\n\n[38:55] easy to easy to parse, all of that. Just\n\n[38:57] those two things are the most important\n\n[38:58] thing in local search. And then\n\n[38:59] engagement, but that's an off- page\n\n[39:00] thing. yourself.\n\n[39:02] I want to piggy back on something said\n\n[39:03] real quick. Right. Ask the clients what\n\n[39:06] she said. Exactly. Right. And then also\n\n[39:08] another one I like to ask is, you know,\n\n[39:11] because one one service might make them\n\n[39:14] one one service might make them the most\n\n[39:16] revenue, right? But there might be\n\n[39:17] another service that's what keeps the\n\n[39:18] bills going and keeps the crews working\n\n[39:20] so that they don't lose crews,\n\n[39:22] especially during seasonal work, right?\n\n[39:25] So when you onboard a client, like add\n\n[39:27] that on, bro. What services do you\n\n[39:28] offer? What brings the most ROI? What\n\n[39:30] percentage? Just what she said, right?\n\n[39:32] And then also, okay, what service too?\n\n[39:34] Okay, now another question. What do you\n\n[39:36] get the most of? What's the volume?\n\n[39:37] Like, so if you're doing inspections,\n\n[39:39] multiple a day, every day, you know,\n\n[39:42] that's that's the bread and the butter,\n\n[39:44] right? The new installs is the cherry on\n\n[39:46] top of that pie.\n\n[39:49] Okay, this question says, first of all,\n\n[39:52] thank you for all you do for this\n\n[39:54] community. This is again for each of\n\n[39:56] them. Do you use parasites? If so, which\n\n[40:00] is your favorite? If you do not use\n\n[40:02] parasites, why don't you use them? Thank\n\n[40:05] you all again and the whole rock stars\n\n[40:07] team and administration.\n\n[40:10] You can start.\n\n[40:11] Sure.\n\n[40:12] Yes, I use parasites. Uh, always have,\n\n[40:15] always will. Well, not don't say always\n\n[40:17] will, but we'll probably most likely\n\n[40:19] most likely.\n\n[40:21] U, but I mean I started my whole SEO\n\n[40:23] business on if networks, which is just\n\n[40:25] parasite SEO. That's all it is, you\n\n[40:27] know, and it's that's never stopped. So,\n\n[40:29] uh, my favorite is the ID page, but I\n\n[40:31] can consider that an entity asset, even\n\n[40:32] though it could also be parasite SEO,\n\n[40:35] uh, or in the Google site, Google site,\n\n[40:36] you know, I still use the hell out of\n\n[40:38] Google sites, Google stacks, all that\n\n[40:39] kind of stuff. It's never, in my\n\n[40:41] opinion, it's still a very kind of\n\n[40:43] foundational thing. And so, Google sites\n\n[40:45] are probably my favorite.\n\n[40:47] I think parasites just such a it's\n\n[40:49] almost like PPC. It's like this dirty\n\n[40:51] word, right? However, it depends on who\n\n[40:53] you're talking to. If you're if you're\n\n[40:54] talking to someone that is\n\n[40:56] foundationally like wanting to, you\n\n[40:58] know, make it sound clean and all this,\n\n[41:01] it's branded. It's a branded property,\n\n[41:05] right? Your Facebook, your LinkedIn, all\n\n[41:07] this [ __ ] This is again stuff that a\n\n[41:09] normal business would go out and create.\n\n[41:12] So, you know, parasite, it's kind of\n\n[41:14] like it's this nuance that people try\n\n[41:17] and like throw it in like you're doing\n\n[41:18] something edgy or something like this.\n\n[41:20] it all it is is it's promoting your\n\n[41:22] properties, promoting your entities,\n\n[41:25] making it so that people know who you\n\n[41:27] are, what you do, where you do it.\n\n[41:29] Oftentimes, we'll give the example of\n\n[41:30] Jello, right? Where it doesn't matter if\n\n[41:33] it's name brand Jell-O, some weird\n\n[41:36] [ __ ] off-brand jell-o, or you know,\n\n[41:39] the dollar store Jell-O, doesn't matter.\n\n[41:41] Any kind of gelatin dessert, people\n\n[41:43] refer to as Jell-O. That is my endgame\n\n[41:45] with every client. I want you to be the\n\n[41:47] de facto entity. When someone says, \"I'm\n\n[41:50] looking for Water Damage Repair Miami.\"\n\n[41:53] Oh yeah, [ __ ] It's this guy. Like they\n\n[41:55] own that. Like they are the company that\n\n[41:57] does that at the end of the day. Like\n\n[41:59] yes, I I use if you want to call it a\n\n[42:01] parasite, sure. It's brand though and\n\n[42:05] it's reinforcement of those brands.\n\n[42:10] Uh, I hate the word parasite, but we uh\n\n[42:13] we we definitely started redistributing\n\n[42:14] our own content, like basically a repeat\n\n[42:16] of our blog posts and things. Uh, about\n\n[42:19] two years ago, we started doing it for\n\n[42:21] ourselves. We don't really do it for\n\n[42:22] clients yet. We're kind of\n\n[42:23] experimenting. I've seen it backfire\n\n[42:25] where all of a sudden the thing will\n\n[42:27] actually filter out the client's site.\n\n[42:29] So, I'm a little hesitant to go like\n\n[42:31] really hard on it for clients. But for\n\n[42:33] us, uh, we were doing Twitter articles,\n\n[42:35] LinkedIn, and Reddit. uh long form\n\n[42:38] content really doesn't work well on\n\n[42:39] Reddit. So, we stopped doing that. So,\n\n[42:41] LinkedIn is the only one I think that we\n\n[42:42] are still currently doing that actually\n\n[42:44] really works well, especially if you\n\n[42:46] have a LinkedIn newsletter. Those things\n\n[42:48] are like wildfire. Um I don't know how\n\n[42:50] they get subscribers, but they do. So,\n\n[42:53] LinkedIn newsletters are really good.\n\n[42:54] Oh, quick question. The post you're\n\n[42:56] making, you got LinkedIn Pulse or just\n\n[42:58] regular\n\n[42:59] Pulse. Yeah, we're using Pulse.\n\n[43:02] LinkedIn pulse.\n\n[43:07] Also, if you\n\n[43:08] Yeah, tell them tell them. I already\n\n[43:09] know what you're about to say, bro.\n\n[43:10] Learn some game, bro.\n\n[43:12] Queen nugget.\n\n[43:13] So, you can you can use Facebook. The\n\n[43:15] public groups work just fine like that\n\n[43:16] as well. The other thing you can look at\n\n[43:18] is like, how many of you guys actually\n\n[43:19] have a Mailchimp account? Aside from\n\n[43:22] your email list or any of that,\n\n[43:25] Mailchimp gives you a publicly indexable\n\n[43:27] URL. Why the [ __ ] wouldn't you use it?\n\n[43:30] You do a secondary newsletter, post it\n\n[43:32] out there, be like, \"Hey, guess what? If\n\n[43:34] you're using high level, if you're\n\n[43:35] using, you know, any of these other CRM,\n\n[43:38] HubSpot, whatever, have the Mailchimp\n\n[43:40] thing. It gets indexed. It's made by in\n\n[43:42] it, right? It's got trust. It's got\n\n[43:43] authority. You put that, it indexes,\n\n[43:46] works just great. It's an additional\n\n[43:47] brand extension. You take all of the\n\n[43:50] like if anyone signs up, great. Take\n\n[43:52] that, export the list, they're your\n\n[43:54] subscribers, put them into your CRM, and\n\n[43:56] you're good to go. So, it's just again,\n\n[43:58] it's an extension. Now, if you want to\n\n[44:00] call it a parasite, sure, whatever. But\n\n[44:02] like it's it's an extension of the\n\n[44:05] brand.\n\n[44:10] Yeah. What we're saying here, I think\n\n[44:12] everyone's saying the same thing.\n\n[44:13] Parasite blah blah blah. It's it's brand\n\n[44:16] mentions. Who you are, what you do, and\n\n[44:20] why you do it. Exactly.\n\n[44:22] Yeah. So, I I'll do I like to do press\n\n[44:26] releases. I like press releases because\n\n[44:28] I can show a client. Hey, look, you I\n\n[44:31] did one for a for let's call it plumber\n\n[44:35] and plumber Dallas and I I made I ranked\n\n[44:38] him for the best plumber in Dallas for\n\n[44:40] 2025 and it ranked on page one and it\n\n[44:44] was shown up in AIS and guess what? I\n\n[44:46] took all the reviews from his GMBB GBP\n\n[44:49] whatever and I fed it into chat\n\n[44:52] GPTclaude and say write me up a press\n\n[44:54] release. Here's the reviews. So the\n\n[44:57] press release come up with here's what\n\n[44:59] people are saying about ABC plumbing in\n\n[45:01] Dallas. And so then he got the quote\n\n[45:05] unquote best plumber of Dallas County\n\n[45:07] for 2025 as reviewed by 500 people in\n\n[45:11] Dallas County. Well, guess what? Who\n\n[45:13] those 500 people were? Their clients. So\n\n[45:18] I showed it to him goes, \"Whoa, I won an\n\n[45:20] award. Yeah, you showing up in AI\n\n[45:22] overview.\" Whoa. That's amazing. How did\n\n[45:25] that happen? That's what you're paying\n\n[45:26] me for. Like, so I love that. AI AIO's\n\n[45:32] are picking up press releases a a lot.\n\n[45:35] Yeah. So, don't don't sleep on those.\n\n[45:38] There's there's several platforms. I'm\n\n[45:40] not going to share the one that I use a\n\n[45:41] lot of. My friend over here, he will\n\n[45:44] kill me.\n\n[45:44] Yeah.\n\n[45:44] And then there's some stuff that if\n\n[45:47] you're not in Molino's group, I can't\n\n[45:48] tell you where we put stuff, but he will\n\n[45:51] tell you where to put stuff. And where's\n\n[45:53] Sean over there? He puts stuff up there\n\n[45:55] a lot, too. So, secret stuff that unless\n\n[45:57] you're in Mike's group, do that. Some\n\n[46:00] some Google stacks from Bradley. Uh, in\n\n[46:03] fact, I've got two in my wallet I need\n\n[46:04] to use. So, I need to do that. Um, press\n\n[46:08] releases, social. That's pretty much it.\n\n[46:11] Hey, so, you just dropped a [ __ ]\n\n[46:14] super nugget.\n\n[46:16] And I know\n\n[46:18] he just dropped a [ __ ] nugget, bro.\n\n[46:20] the same way you could create any type\n\n[46:21] of website you want a directory etc.\n\n[46:23] right? You know those are fake award\n\n[46:26] directory sites or if you add that into\n\n[46:29] a directory site because I get emails\n\n[46:31] like that all day long. You won this\n\n[46:33] award. You know, it's a way to get in\n\n[46:35] the door. But if you control it and do\n\n[46:38] it the right way, SEOed, right? Them\n\n[46:40] things show up all the time because\n\n[46:41] you're doing what? Listicles and round\n\n[46:43] and everything. Win them and everybody\n\n[46:45] broke into super nugget, bro. Because\n\n[46:47] that [ __ ] works killer.\n\n[46:51] So, what I've been having a lot of\n\n[46:53] success with lately is uh Twitterx,\n\n[46:57] uh, Blue Sky, and threads, just threaded\n\n[47:00] posts, just powering up my my money\n\n[47:03] sites, my posts, and everything else.\n\n[47:05] Run like a, uh, a 10 tweet thread, uh,\n\n[47:07] explaining what the post is, related\n\n[47:09] hashtags, and things like that. So,\n\n[47:11] that's been really successful getting\n\n[47:12] eyeballs on on the content I want to get\n\n[47:14] eyeballs on. The other thing that's\n\n[47:17] working well is Bing loves press\n\n[47:20] releases. That's why I build my own\n\n[47:21] press release networks. And what\n\n[47:23] everyone's sleeping on is they also\n\n[47:24] [ __ ] love wiki sites. I build out my\n\n[47:27] own wiki sites and just drop some onto,\n\n[47:31] you know, some entity ontologies and all\n\n[47:32] my clients and everything else. Build\n\n[47:34] out the pages on wiki sites and they own\n\n[47:36] me. They love them. If you don't have a\n\n[47:39] weekly data\n\n[47:41] a week data page for each of your\n\n[47:43] clients or and crunch base minimum\n\n[47:48] crunch base and we data two links that\n\n[47:51] like\n\n[47:53] so I'm not sure if any of you guys had\n\n[47:56] ever done this but X or before it became\n\n[47:58] X Twitter they used to do these things\n\n[48:00] called Twitter chats. Have any of you\n\n[48:02] guys partaken in any of those? My\n\n[48:04] backlink profile previously probably had\n\n[48:07] 20 to 30% links from Semrush\n\n[48:12] directly to me through Twitter chats.\n\n[48:14] I'm going to like this is a strategy\n\n[48:16] that we've used never went away. They're\n\n[48:18] fanfucking. But what you do is you\n\n[48:20] schedule one of these like it's\n\n[48:22] basically a Twitter storm. Question\n\n[48:25] answer, question answer question answer.\n\n[48:26] You send it out to people ahead of time.\n\n[48:29] You schedule it out. Hey, Monday at\n\n[48:32] 11:00 am Central time. this is what\n\n[48:33] we're going to do. Here's the question\n\n[48:35] answer format and it's basically people\n\n[48:38] on Twitter that just mob this [ __ ] So\n\n[48:41] it's this question answer question\n\n[48:42] answer. Again you can take that you can\n\n[48:44] take those tweets embed them into your\n\n[48:47] website. Now you're getting the two for\n\n[48:49] one kind of thing. You're getting your\n\n[48:52] Twitter bonus. You've got it on your\n\n[48:54] website. It's engagement on both.\n\n[48:57] And you're able to like crowdsource this\n\n[49:00] [ __ ] That was the beautiful part about\n\n[49:01] Twitter chats is that you would get all\n\n[49:04] of this. It's kind of like your AMAs,\n\n[49:05] but it's on Twitter and it would just be\n\n[49:08] this back and forth. You get all of this\n\n[49:10] content just flooding your feed.\n\n[49:12] No, remember\n\n[49:16] we used to take that and then Twitter\n\n[49:18] moment.\n\n[49:22] You would take the screenshots of the\n\n[49:23] chat from other users and use that to\n\n[49:26] create the Twitter moment. Oh my god,\n\n[49:28] this Twitter moment so bad.\n\n[49:31] Do you still do it?\n\n[49:33] No, I still do it.\n\n[49:33] I haven't seen any of those in a while.\n\n[49:35] No, they they the the whole thing is you\n\n[49:37] you've got to have that trending\n\n[49:38] hashtag, schedule it, do all of that.\n\n[49:40] But it works well and because you can\n\n[49:43] frame it, which then links directly to\n\n[49:45] Twitter. Again, you're getting a two for\n\n[49:47] one.\n\n[49:48] So, I'll answer this too in case anybody\n\n[49:50] wants to help. There's a lot of\n\n[49:52] parasites. I use every single one of\n\n[49:53] them things that they just mentioned. Uh\n\n[49:56] what's been kind of like my favorite for\n\n[49:58] a while aides from Countrybass, Wiki\n\n[50:00] Data, Patch, uh Soundcloud, those are\n\n[50:04] absolutely mandatory. Somebody say\n\n[50:06] something Podbean. Well, yeah, that\n\n[50:08] that's what I'm getting at. My top\n\n[50:10] [ __ ] thing, Parasite Play, is\n\n[50:12] just go sign up for Buzz Sprout if you\n\n[50:14] want, right? Because I talk about\n\n[50:15] Podbean all the time for two reasons.\n\n[50:19] One, because I got banned from Buzz\n\n[50:21] Sprout. Don't [ __ ] ask me how, but I\n\n[50:23] cannot I cannot use Buzz Sprout, right?\n\n[50:25] But then I love Podbean cuz I can embed\n\n[50:29] something onto the [ __ ] episode. So,\n\n[50:32] not only is the audio there, I can embed\n\n[50:35] either my GMBB map, my Pinterest pin,\n\n[50:38] whatever the [ __ ] I want, a YouTube\n\n[50:40] video, whatever I want. Usually, you\n\n[50:42] know what that is, bro? The GMBB map,\n\n[50:43] right? You I want that map link. Then\n\n[50:46] when you uh hook it when you put the\n\n[50:48] episode into Podbean, it syndicates to\n\n[50:51] all the top [ __ ] uh podcasting sites,\n\n[50:54] right? My my man Sean, you know, we we\n\n[50:57] we he I don't even know where he's going\n\n[50:58] to end up going, but we started building\n\n[51:00] the tool. He start he been off and\n\n[51:02] running to make it even easier. When you\n\n[51:05] do one of those, whatever the term is,\n\n[51:08] whatever the episode was, which should\n\n[51:10] be what a PAA, right, if you're going to\n\n[51:12] ask me, when you go search for it, or if\n\n[51:15] you search for the brand's name, I\n\n[51:17] promise you at least two or three\n\n[51:18] podcasting sites will show up on the top\n\n[51:21] first page. So, if you're doing rep\n\n[51:23] management and somebody's got not\n\n[51:25] looking too good, immediately go do a\n\n[51:28] podcast. They don't need to be on there.\n\n[51:29] The audio could be from [ __ ] Notebook\n\n[51:31] LLM, 11 Labs. I don't give a [ __ ] That\n\n[51:34] podcast podcast syndication is sick as\n\n[51:37] [ __ ] And shout out to Bradley, right?\n\n[51:40] Cuz if Syndication Network, I said never\n\n[51:43] I just started, kept adding on, kept\n\n[51:44] adding on, kept adding on. Oh, and by\n\n[51:46] the way, me Tumblr I never stopped\n\n[51:48] using. And Medium is a [ __ ]\n\n[51:51] Slick testing. I'm trying to break\n\n[51:53] blogger again also. I'll let you know.\n\n[51:55] Dang, got parasites for years.\n\n[51:57] No. So, this is an easy one. So based\n\n[51:59] off of what you're saying, another way\n\n[52:01] that I like to do it is I'll set it up\n\n[52:02] to push it to SoundCloud because\n\n[52:04] SoundCloud has its own RSS.\n\n[52:05] Yeah. Yeah. SoundCloud is a must. What\n\n[52:07] do you do with the RSS where you embed\n\n[52:09] Spotify the podcasters into if into NAM\n\n[52:13] everywhere else?\n\n[52:15] Because now you've got an RSS to another\n\n[52:17] RSS to another RSS. You can do that\n\n[52:19] infinite frame.\n\n[52:21] Infinite loop, baby. Hold up. Who\n\n[52:22] created the infinite loop? Was that\n\n[52:25] y'all too or Noah? That was y'all right\n\n[52:27] there. Hey, listen. People, Marco, okay,\n\n[52:29] semantic mastery, that's still you. You\n\n[52:31] know, some people say, \"Oh, I do press\n\n[52:33] release stacking, right?\" You know,\n\n[52:34] which if you know, you know. If not,\n\n[52:36] maybe we don't got enough time for that\n\n[52:37] right now. But your silo is not complete\n\n[52:40] if you're not going back there and\n\n[52:41] changing that first. There was silo. The\n\n[52:43] [ __ ] are you talking about? Right.\n\n[52:45] Anyway, any other questions?\n\n[52:47] Nester. Yes.\n\n[52:48] I just like to add that one parasite. We\n\n[52:50] were talking\n\n[52:52] tomorrow I'm talking about par but um\n\n[52:54] there is one that you can use as well\n\n[52:57] every educational uh CRM wherever they\n\n[53:00] they give you a free page so\n\n[53:04] I think we were talking briefly not\n\n[53:06] about that but about the edu how the\n\n[53:08] students even get the sub page right so\n\n[53:10] if you know somebody in college you're\n\n[53:11] like oh can I get a blog post\n\n[53:16] any questions any questions\n\n[53:23] Joy and Simon and anybody else, but you\n\n[53:25] guys were talking about specifically\n\n[53:26] when you are using a review, you're\n\n[53:30] going to move it over right from Google,\n\n[53:32] you're going to put it on the web page\n\n[53:33] and you're going to mark it up on the\n\n[53:34] schema.\n\n[53:38] What is your position?\n\n[53:41] So for service industries who have\n\n[53:44] people who come and go, right? So, the\n\n[53:46] review might be it's under it's under\n\n[53:49] the company's name, but it has\n\n[53:51] individuals names that are no longer\n\n[53:53] with the company. Can you still can you\n\n[53:56] schema it up\n\n[53:58] in the owners names, let's say, instead\n\n[54:02] of the individuals who are in the\n\n[54:04] review?\n\n[54:09] Hold on. Hold on. My bad.\n\n[54:12] Hold on. Hold on, K. Hold on. Hold on.\n\n[54:14] My bad.\n\n[54:17] Personally, I don't care if it's an\n\n[54:19] employee or that or not. I'm looking at\n\n[54:20] it from the brand standpoint that, hey,\n\n[54:23] we do this, this, and this is a\n\n[54:25] fantastic experience, five stars, the\n\n[54:27] sentiment, it's positive. But the other\n\n[54:29] thing I would add to that is a one of\n\n[54:31] the issues I see with a lot of people is\n\n[54:33] just throw one of these little widgets\n\n[54:34] up on the page that goes and grabs all\n\n[54:36] the reviews and throws it up like, \"Hey,\n\n[54:38] here's all these reviews and stuff like\n\n[54:40] that.\" What I like doing is I'll go in\n\n[54:41] and I'll look at the justifications for\n\n[54:43] that specific review. They specifically\n\n[54:45] talked about re-roofing or uh roofing\n\n[54:49] tear off C, you know, the crew was\n\n[54:51] clean, right? I'll take a look at that.\n\n[54:54] That's where kind of like what Joy was\n\n[54:56] talking about, I'll add it specifically\n\n[54:58] to that page. So, if we're talking\n\n[55:00] about, you know, roof re-roofing or\n\n[55:02] storm damage repair, I'm going to try\n\n[55:04] and find a review. And if I'm taking the\n\n[55:06] review and embedding it on that page,\n\n[55:08] it's going to be specific to that\n\n[55:09] service, not just willy-nilly like\n\n[55:12] here's all the [ __ ] reviews that they\n\n[55:13] have.\n\n[55:16] So, this is going to make me sound\n\n[55:17] really lazy, but uh we do not mark up\n\n[55:19] individual pages. I stick that thing in\n\n[55:21] the footer and it gets us like sitewide\n\n[55:24] um gold stars on every page. Uh so I\n\n[55:27] don't like I would grab a review that\n\n[55:29] looks great and maybe not one that\n\n[55:31] mentions a former employee. Um, but\n\n[55:34] that's pretty much I'll usually only\n\n[55:35] like put one or two on there and it's\n\n[55:37] really the average rating that I want\n\n[55:39] for per for schema. Um,\n\n[55:42] y\n\n[55:46] was doing the schema on the clouds and\n\n[55:47] stuff. If you put if you change the\n\n[55:50] stars on the cloud and it showed this\n\n[55:53] service and it would come out reviews,\n\n[55:56] but hey, I remember all the I had 568.\n\n[56:01] But then but then we started getting\n\n[56:02] manual penalty.\n\n[56:03] No, I know. I know. I'm just I'm not\n\n[56:05] listen.\n\n[56:11] So, you know, I I'm not lazy. I I'm like\n\n[56:14] I go in, bro. I love details, right? I\n\n[56:17] do not put sitewide reviews on service\n\n[56:19] pages nor in the footer. I I'm not doing\n\n[56:22] that, right? The service is going to\n\n[56:24] have only reviews showing about that\n\n[56:26] service. Every image on that page is\n\n[56:28] about that service. Every video on that\n\n[56:30] page, if there's more than one, is about\n\n[56:32] that service, right? Same thing on the\n\n[56:34] paa level. I like [ __ ] to be completely\n\n[56:37] siloed. No outside break, unless I'm\n\n[56:40] controlling it because of course, you\n\n[56:42] know, everything needs to connect. It's\n\n[56:43] a website. Any other questions?\n\n[56:45] Wait, wait, hold on.\n\n[56:46] So, now you're going to do it on the\n\n[56:47] subdirectory LLMS file for that\n\n[56:49] particular uh service.\n\n[56:51] Okay. Do you So, I need to update that.\n\n[56:54] Damn. Okay. Why? Because if not, it's\n\n[56:56] going to it'll reflect wrong if not or\n\n[56:59] Okay. Okay. Cool. You had something\n\n[57:02] else, Nester? You had something else?\n\n[57:05] You don't got another parasite for us?\n\n[57:09] Not for now. Not for after some tequila.\n\n[57:11] Hey, you want some? Hey, if you want\n\n[57:13] some parasites, talk to Nester after\n\n[57:15] some tequila. I promise you, you'll get\n\n[57:17] some good ones. Uh, any other questions\n\n[57:19] here?\n\n[57:22] Yeah. Yeah. [ __ ] yeah. I knew I was\n\n[57:24] thinking like, yo, somebody shared some\n\n[57:26] ill parasites just the other day. Let me\n\n[57:28] pull up my list\n\n[57:32] a sec.\n\n[57:35] So these are mainly for uh vcoded stuff\n\n[57:38] or HTML pages.\n\n[57:40] But what I'm using is top 15 right now.\n\n[57:43] GitHub pages, Netlefi for CELL,\n\n[57:47] GitHub pages,\n\n[57:50] Netlefi\n\n[57:52] for Cell, Firebase,\n\n[57:55] Cloudflare Pages,\n\n[57:58] Get lab pages\n\n[58:00] surge.sh\n\n[58:03] render glitch replet aws amplify azure\n\n[58:10] static apps railway and fly.io\n\n[58:19] make me open it again. Railway\n\n[58:22] railway got some slick ass true cloud\n\n[58:25] [ __ ] going on. I like\n\n[58:27] Yeah, bro. Ain't that [ __ ] man? And I\n\n[58:30] gotta give mad love to you because\n\n[58:31] remember when I was so scared like,\n\n[58:32] \"Bro, how did I whip up a [ __ ] server\n\n[58:34] inside of this hosting [ __ ] So\n\n[58:36] confusing.\" Now I'll be like gone. It's\n\n[58:39] got uh Digital Ocean. Yeah, Digital\n\n[58:42] Ocean is definitely fire. So we um\n\n[58:46] Vulture\n\n[58:48] Wasabi. Yeah. All the cloud sites.\n\n[58:50] Bunny. Bunny. Yo. Oh, not Bunny. Blaze.\n\n[58:52] Remember Blade? When is it called Blaze\n\n[58:54] or Bunny?\n\n[58:56] There were two separate ones. Yeah. But\n\n[58:57] at one point, Blaze was like tearing\n\n[58:59] [ __ ] up. Here's another thing. If you do\n\n[59:01] any cloud stacking, if you guys\n\n[59:02] disagree, please just chime in. Right.\n\n[59:04] It's like because there's like there's\n\n[59:06] so many different cloud providers,\n\n[59:08] right? But let's just say like the top\n\n[59:10] 12 and then out of them there's like\n\n[59:12] four big players, right? Which one is\n\n[59:15] more powerful be switching? Like\n\n[59:17] sometimes it's AWS. Then at one moment\n\n[59:19] IBM was absolutely smacking [ __ ] bro.\n\n[59:23] But then that [ __ ] died off quick. Have\n\n[59:24] you guys noticed that as well?\n\n[59:27] Yep. Yes.\n\n[59:30] Sometimes\n\n[59:31] Yeah. Sometimes\n\n[59:32] sometimes Oracle pops in.\n\n[59:35] It's It's a pain in the ass. Even S3\n\n[59:37] cloud pages will pop pop in and out of\n\n[59:39] the index. They do that all the time.\n\n[59:41] But I I still use that as like you said,\n\n[59:43] an ID page because it's still Google's\n\n[59:45] crawling that. There's no question it's\n\n[59:47] being crawled. You can see it in the\n\n[59:48] backlink profile if you go look at\n\n[59:49] search console. So whether it's in the\n\n[59:50] index or not, I don't care.\n\n[59:56] Yo, y'all see me trying to drain brain,\n\n[59:59] right? I hope y'all appreciate that cuz\n\n**[01:00:01]** my back hurts.\n\n**[01:00:04]** Any other questions? Any other\n\n**[01:00:05]** questions? No. Guys, what question?\n\n**[01:00:12]** Sure. Go ahead.\n\n**[01:00:14]** I think Joy Joy, you mentioned this this\n\n**[01:00:16]** morning about calculators, having a\n\n**[01:00:18]** calculator on there. So,\n\n**[01:00:21]** what what's a typical We have an\n\n**[01:00:23]** attorney in the room, right? What's a\n\n**[01:00:25]** typical question that people call you\n\n**[01:00:29]** that involves numbers? Like obviously\n\n**[01:00:30]** money\n\n**[01:00:45]** Yeah. So, the question is basically how\n\n**[01:00:48]** much is my case worth? whether it was in\n\n**[01:00:49]** an accident or broke broke a leg blah\n\n**[01:00:51]** blah blah blah obviously has to depend\n\n**[01:00:53]** right the and it's really hard to do a\n\n**[01:00:56]** range so but I I have let's just say\n\n**[01:01:01]** what what is the what's the fee that you\n\n**[01:01:03]** call the uh when you take is it the\n\n**[01:01:05]** third day what's the\n\n**[01:01:06]** retain retainer fees\n\n**[01:01:08]** uh is it like 30% something like that so\n\n**[01:01:11]** here's a stupid really stupid calculator\n\n**[01:01:14]** and you can vive code it all day long I\n\n**[01:01:16]** did this for a client site it's\n\n**[01:01:18]** you find a PAAA or something like how\n\n**[01:01:20]** much will I get for my settlement and\n\n**[01:01:23]** you say well if you make a if you have a\n\n**[01:01:25]** million dollars how much do I get and\n\n**[01:01:27]** you slide it between like say 20 30% or\n\n**[01:01:30]** 35 or 5% it tells you how much they get\n\n**[01:01:33]** a after your commission like okay so\n\n**[01:01:37]** I've seen engagement on this like stupid\n\n**[01:01:39]** ass little page all it has is a stupid\n\n**[01:01:41]** JavaScript calculator and that's that's\n\n**[01:01:44]** it that's all that's on there like can\n\n**[01:01:46]** you do like 30% of a million or 30% of a\n\n**[01:01:50]** 100,000.\n\n**[01:01:52]** I put out\n\n**[01:01:56]** some people.\n\n**[01:02:16]** That's That's going to be some viral\n\n**[01:02:18]** [ __ ] right there. I can guarantee you\n\n**[01:02:19]** that.\n\n**[01:02:22]** So, one thing I would add to this and\n\n**[01:02:24]** what just frustrates the ever loving\n\n**[01:02:26]** crap out of me about a lot of people\n\n**[01:02:28]** when it comes to these calculators or\n\n**[01:02:30]** like putting pricing on your stuff, like\n\n**[01:02:32]** if you build websites, right? If someone\n\n**[01:02:34]** comes up to you and asks like, \"Well,\n\n**[01:02:35]** how much does a website cost?\" As a\n\n**[01:02:37]** professional, you should have a pretty\n\n**[01:02:38]** [ __ ] good idea, like at least\n\n**[01:02:40]** baseline. If you don't, then like really\n\n**[01:02:43]** how well do you under understand your\n\n**[01:02:45]** injury? Because I guarantee\n\n**[01:02:47]** that end customer and this is where\n\n**[01:02:49]** we've got to get out of the mindset of\n\n**[01:02:50]** just SEOs and just marketers that\n\n**[01:02:53]** customer has already probably gone to\n\n**[01:02:55]** Google. They've asked how much does X Y\n\n**[01:02:58]** and Z pay out or how much does whatever\n\n**[01:03:00]** cost. Google [ __ ] tells them that. So\n\n**[01:03:03]** if you're not willing to put that on\n\n**[01:03:04]** your website or be upfront well like hey\n\n**[01:03:06]** there's a lot of variables that start\n\n**[01:03:08]** out typically we see that our service\n\n**[01:03:11]** starts at X Y or Z price point, right?\n\n**[01:03:15]** It's a trust signal. It It signifies\n\n**[01:03:17]** that yes, we we're transparent about our\n\n**[01:03:19]** pricing. If it if you call up a\n\n**[01:03:21]** marketing agency and they're like, I\n\n**[01:03:23]** don't know how much money you got.\n\n**[01:03:25]** Like, does that really instill\n\n**[01:03:27]** confidence in you as a business owner or\n\n**[01:03:29]** if it's like, \"Oh, yeah. Well, our\n\n**[01:03:30]** services start off at here and they can\n\n**[01:03:32]** go up to here depending on how\n\n**[01:03:34]** customized or how much difficulty it's\n\n**[01:03:36]** going to be or whatever.\" But like, come\n\n**[01:03:38]** on. Like it's it's prevetting and\n\n**[01:03:42]** pre-qualifying all of your all of the\n\n**[01:03:44]** people because if your clients are\n\n**[01:03:45]** bitching about like we get [ __ ] leads,\n\n**[01:03:48]** they suck and all this, it's probably\n\n**[01:03:49]** because you're not listing price. You're\n\n**[01:03:52]** not pre-qualifying these people with\n\n**[01:03:53]** pricing ahead of time and so you're\n\n**[01:03:55]** getting garbage leads\n\n**[01:04:04]** starting at range. I don't think the\n\n**[01:04:07]** only one would be potentially attorney\n\n**[01:04:12]** some state ones.\n\n**[01:04:13]** Yeah, I was told in Nevada.\n\n**[01:04:16]** But if at all possible, I just I tend to\n\n**[01:04:18]** see this across the board with a lot of\n\n**[01:04:20]** industries where people are like, \"Oh,\n\n**[01:04:22]** we can't put our price on there. We\n\n**[01:04:24]** can't mention how much this costs.\"\n\n**[01:04:25]** Like, that's the reason I'm googling you\n\n**[01:04:28]** is I want to know like if I have if if\n\n**[01:04:30]** my AC breaks down and I have to have it\n\n**[01:04:32]** replaced, like, am I looking at a couple\n\n**[01:04:34]** thousand dollars? Am I looking at 20\n\n**[01:04:36]** grand? Do I need to, you know, sell my\n\n**[01:04:38]** first born on eBay? Right? Like, I need\n\n**[01:04:40]** to know what this is going to cost.\n\n**[01:04:43]** And that's why I'm why I'm running the\n\n**[01:04:45]** search. If at all possible, help people\n\n**[01:04:48]** out. Tell them what it is.\n\n**[01:04:50]** I can ask that too.\n\n**[01:04:54]** For any of you in here like me, like\n\n**[01:04:56]** DIY, you don't want to spend the money\n\n**[01:04:58]** to get your HVAC fixed or something.\n\n**[01:05:01]** Yeah. Well, Jose, I mean, look at his\n\n**[01:05:03]** this guy on Facebook. He remodels his\n\n**[01:05:05]** entire house. His wife isn't happy. I'll\n\n**[01:05:07]** remodel it again. Right.\n\n**[01:05:10]** So, if you need some help, Jose's your\n\n**[01:05:12]** man. No, but seriously, I have because I\n\n**[01:05:16]** I I like DIY stuff because it's I feel I\n\n**[01:05:19]** get fulfillment. It's not because I'm\n\n**[01:05:20]** cheap and lazy because I like doing it.\n\n**[01:05:22]** It's it's a different thing than SEO.\n\n**[01:05:25]** So, for my HVAC client in Dallas,\n\n**[01:05:28]** wherever I said it was, I will do how\n\n**[01:05:31]** much does it cost to repair my AC? No,\n\n**[01:05:33]** it was my AC is broken. How much will it\n\n**[01:05:36]** cost to fix it? Well, it depends. If\n\n**[01:05:38]** it's this, it might be a capacitor and\n\n**[01:05:40]** they cost 125 bucks. You can get them at\n\n**[01:05:43]** Home Depot or your local supply store.\n\n**[01:05:46]** It cost you 125 bucks to do it in about\n\n**[01:05:48]** 30 minutes. You can find out how to do\n\n**[01:05:49]** it on YouTube. But\n\n**[01:05:53]** exactly, but if you're not capable, you\n\n**[01:05:57]** could fry your house and do like stuff\n\n**[01:06:00]** blah blah blah blah. So is it if Yeah,\n\n**[01:06:02]** you can you can do it for 125 bucks.\n\n**[01:06:05]** Look like the hero to your wife unless\n\n**[01:06:07]** like you break the whole thing breaks\n\n**[01:06:09]** down that cost 5,000 bucks to fix. So I\n\n**[01:06:12]** I will do that like easy ones like say\n\n**[01:06:15]** toilets really easy. Where's my house\n\n**[01:06:16]** plumber? Like toilet flapper five bucks\n\n**[01:06:19]** at Home Depot. Anyone can can do it. My\n\n**[01:06:22]** my daughter replaced it like easy.\n\n**[01:06:25]** Something else? Nah, you need a plumber\n\n**[01:06:27]** unless you want to take a take a chance.\n\n**[01:06:29]** So, I'll put that stuff on there because\n\n**[01:06:32]** it's it's like like Brian says, it's\n\n**[01:06:34]** it's on Google anyway. Put it on your\n\n**[01:06:37]** site. Then you become the source of\n\n**[01:06:38]** truth. Write that down. Source of truth\n\n**[01:06:42]** and go Google it and see what it means.\n\n**[01:06:44]** Then you go, \"Oh, oh, that's\n\n**[01:06:50]** right. I've seen\n\n**[01:06:53]** this is\n\n**[01:06:55]** priceang\n\n**[01:07:15]** shows\n\n**[01:07:20]** educational\n\n**[01:07:23]** question.\n\n**[01:07:24]** Yeah.\n\n**[01:07:29]** Viral [ __ ]\n\n**[01:07:30]** Oh\n\n**[01:07:32]** yeah. So that so that was the uh the\n\n**[01:07:34]** calculator. viral [ __ ]\n\n**[01:07:36]** The viral [ __ ] was not my idea, but uh\n\n**[01:07:39]** the the idea was excuse me, how many\n\n**[01:07:43]** joints do you need to smoke to be under\n\n**[01:07:45]** the legal limit or how many nanogs or\n\n**[01:07:48]** whatever. So, a calculator and I mean\n\n**[01:07:50]** you for a DUI attorney, it could be\n\n**[01:07:52]** something similar in the niche, right?\n\n**[01:07:54]** How many beers does it take to be over\n\n**[01:07:56]** the legal limit,\n\n**[01:07:57]** right?\n\n**[01:07:59]** How many fill in the blank? And these\n\n**[01:08:02]** are probably questions that you again if\n\n**[01:08:04]** you look in search console you would\n\n**[01:08:06]** probably find. If you look in PAAAS you\n\n**[01:08:08]** would probably find if you're an if\n\n**[01:08:10]** you're receptionist or if any of your\n\n**[01:08:12]** assistants or yourself are answering\n\n**[01:08:14]** phones I guarantee you probably have\n\n**[01:08:16]** about five to 10 questions that you're\n\n**[01:08:19]** like oh god we're asking this again.\n\n**[01:08:22]** Okay well here it is. If you get a my\n\n**[01:08:25]** opinion is if you're asked something\n\n**[01:08:27]** more than three times or have to do the\n\n**[01:08:29]** same thing, same process, same workflow\n\n**[01:08:31]** more than three times, you either need\n\n**[01:08:34]** content around it, you need to automate\n\n**[01:08:36]** it, it needs to be a resource where\n\n**[01:08:37]** you're just like, go check that out\n\n**[01:08:46]** and content, right? It can depends.\n\n**[01:08:49]** We've seen it as as low as 20. We've\n\n**[01:08:51]** seen it a couple thousand. Here's the\n\n**[01:08:54]** factors, right? And then you become\n\n**[01:08:56]** again the source of truth with that.\n\n**[01:08:59]** Okay. Well, if someone's asking this\n\n**[01:09:00]** question, here's what it is.\n\n**[01:09:04]** No, on that topic, bro, like what I do\n\n**[01:09:06]** is I go right to Reddit again with the\n\n**[01:09:08]** scraper I have and I with a prompt I\n\n**[01:09:10]** saved that I'm not sharing. You got to\n\n**[01:09:12]** do your own [ __ ] prompt engineering.\n\n**[01:09:14]** No disrespect. And then I just go get\n\n**[01:09:16]** that and then create a trip wire, bro,\n\n**[01:09:18]** for the local business and throw it out\n\n**[01:09:20]** there. Put it on. on social and make it\n\n**[01:09:22]** a nice sexy little reel. Tomorrow I'm\n\n**[01:09:24]** going to show you how you can upload to\n\n**[01:09:25]** the grant or Tik Tok, one of the two.\n\n**[01:09:27]** I'm dyslexic. And on a story, if you do\n\n**[01:09:30]** it the right way, you can get a outbound\n\n**[01:09:31]** link. All you got to do is swipe up,\n\n**[01:09:34]** link right out to what you want, the\n\n**[01:09:35]** blog post, the offer, GHL, landing page,\n\n**[01:09:38]** right? Tripwires, bro. No, I'm not\n\n**[01:09:40]** sharing that. Oh, I'm I'mma show them,\n\n**[01:09:42]** but they got to figure out how to do it\n\n**[01:09:44]** on their own, bro. It's rockstar. We got\n\n**[01:09:46]** to deliver and make sure [ __ ]\n\n**[01:09:47]** is implementing, baby. Any other\n\n**[01:09:49]** questions?\n\n**[01:09:51]** Questions? Questions? Going once. Before\n\n**[01:09:54]** I close it out though, let me get my\n\n**[01:09:56]** little paper because my dyslexia is room\n\n**[01:09:59]** 732. Hopefully y'all already wrote it\n\n**[01:10:02]** down, but to re re-re,\n\n**[01:10:05]** right?\n\n**[01:10:06]** So, it's like, you know, pretty much in\n\n**[01:10:08]** the few.\n\n**[01:10:10]** Give us a couple minutes to set it up.\n\n**[01:10:11]** So, maybe 5:45, 6 o'clock. I'm sure\n\n**[01:10:14]** y'all want to go to your room and\n\n**[01:10:15]** stretch it out. Guys, one thing I need\n\n**[01:10:17]** from y'all though, real quick. How is\n\n**[01:10:19]** day two? So at Rockstars.\n\n**[01:10:21]** Yeah.\n\n**[01:10:25]** Thank you. Thank you. And then last\n\n**[01:10:26]** thing, give it up for the speakers guys\n\n**[01:10:28]** today, please. One more time.\n\n**[01:10:32]** I just noticed that's where the camera\n\n**[01:10:34]** is. Appreciate y'all virtually, too. 15.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_2_-_Simon_Cornelius", "title": "SEO Rockstars 2026: Day 2 - Simon Cornelius", "video_url": "https://www.youtube.com/watch?v=lcK8NViWB_c", "transcript": "[00:02] Good stuff.\n\n[00:05] All right.\n\n[00:06] So, how many of you have ever heard me\n\n[00:09] speak before or this is your first time?\n\n[00:13] Okay.\n\n[00:16] All right. Just so like half the room\n\n[00:18] put their hand up and how many of you\n\n[00:19] will never put up your hand no matter\n\n[00:21] what I ask? Okay. All right. The rest of\n\n[00:25] you. Okay. We probably looking at the\n\n[00:27] previous presentation go, man, this is\n\n[00:28] really good stuff. I So I don't have a\n\n[00:31] big grandiose introduction about who I\n\n[00:33] am. I'm Simon. I'm lazy and I'm cheap.\n\n[00:37] So just remember I'm lazy and what?\n\n[00:40] Okay. And I like interaction in the\n\n[00:42] audience. Is that cool?\n\n[00:44] Right. So I got some got some how what\n\n[00:49] mic mic one two.\n\n[00:51] There we go. Oh, operator error. Now I\n\n[00:53] can hear me as well. Cool. All right.\n\n[00:56] So, I am what? I'm lazy\n\n[01:00] and cheap. Thank you. And I love\n\n[01:01] interaction. So, the good news is that\n\n[01:04] I've got a really good presentation\n\n[01:06] today. I kept on adding more and more\n\n[01:09] and more stuff. But the bad news is I\n\n[01:12] got enough stuff to last for the rest of\n\n[01:13] the day. So, I'm going to get through as\n\n[01:16] much as I can, but you all have access\n\n[01:19] to the presentation. It's in my speaker\n\n[01:22] bio profile thing somewhere in there. If\n\n[01:25] you want to find me, just find me. I\n\n[01:27] know there's a few Simon Corneliuses\n\n[01:28] around in the world. So, but anyway, I'm\n\n[01:31] going to have fun doing this. And who\n\n[01:33] wants to know how to make the first\n\n[01:35] million with AI, right? Like just a few\n\n[01:39] of you. So, there's a story behind this.\n\n[01:41] I like stories because stories sell and\n\n[01:45] facts tell. Where's my story going?\n\n[01:48] There's a a blinding light here. Where's\n\n[01:50] Where's our previous speaker, Jim?\n\n[01:52] Where's Jim? Stories sell, right, Jim?\n\n[01:55] Yes, sir.\n\n[01:56] All right. And facts tell. So, I picked\n\n[01:59] up this book recently called Making Your\n\n[02:01] First Million with AI. I thought that's\n\n[02:05] going to be a really good book. And I\n\n[02:07] think I'm not to call anyone out, but\n\n[02:08] where's Brian Kado here? Is he here?\n\n[02:11] Brik,\n\n[02:13] did you tell me about this book? how to\n\n[02:15] make your first million with AI or some\n\n[02:18] someone mentioned it. I so I bought it\n\n[02:20] and I read the whole thing in like three\n\n[02:22] hours. But the thing is it's written\n\n[02:25] like in kid font and there's about 150\n\n[02:29] words per page and it repeats itself\n\n[02:32] over and over and over and over and over\n\n[02:36] again. You can literally take and\n\n[02:38] there's some good stuff in here, don't\n\n[02:39] get me wrong, but there's some some good\n\n[02:40] stuff in here. You could probably dilute\n\n[02:42] to about two or three pages. I kid you\n\n[02:44] not. Some good stuff in here, but very\n\n[02:46] very high level. But it gets a brain\n\n[02:48] thinking. But I wouldn't I wouldn't pay\n\n[02:51] to buy this book again. But if you\n\n[02:53] anyone wants it, it's theirs.\n\n[02:56] Okay. The first person to put a hand up\n\n[02:58] his story. All right. So, how to make\n\n[03:00] your first million with AI.\n\n[03:05] Oh, wait a minute. So, here's the guy.\n\n[03:08] If you're at the back of the room, you\n\n[03:09] don't have super biote vision, you need\n\n[03:11] to be sitting at the front with the\n\n[03:13] popular people. So AI made me my first\n\n[03:17] million lines of code still waiting on\n\n[03:20] the cash. So that's kind of my my line\n\n[03:23] here is for all you people that think\n\n[03:26] you can code, great. I try it because\n\n[03:29] it's it's the only way you learn, right?\n\n[03:31] when I learned to code back in last\n\n[03:34] century, I'm dating myself now, is I\n\n[03:37] made a bunch of mistakes. People told me\n\n[03:39] my mistakes, but I got better and better\n\n[03:41] and better, but you have to try. So, I'm\n\n[03:46] going to just jump into some really cool\n\n[03:47] stuff that, and this is not a\n\n[03:50] one-sizefits-all, don't get me wrong.\n\n[03:52] I'm here to inspire you. To inspire you.\n\n[03:55] Is that okay? Because one thing is I am\n\n[03:59] lazy.\n\n[03:59] Lazy. And the other thing is I'm\n\n[04:01] cheap. Cool. How many presentations do\n\n[04:05] you all go to where you actually engage\n\n[04:07] with the speaker in the audience? Not\n\n[04:09] too. I'm a little bit different.\n\n[04:12] So, let's take a simple SEO task. This\n\n[04:14] is to get you thinking. This is not the\n\n[04:17] solution for everyone. So, let's create\n\n[04:19] a blog post, shall we? Anyone ever\n\n[04:21] written a blog post before? Okay, four\n\n[04:23] of you. Okay, cool. All right. Rest of\n\n[04:26] you have a VA that does it, right? So\n\n[04:28] what do we first do? Let me stand over\n\n[04:31] here. I know I'm away from that now. So\n\n[04:34] blog post process go come up with a\n\n[04:37] topic\n\n[04:39] research. Get the reader intent. Oh, by\n\n[04:42] the way, Martin Marion taught me about\n\n[04:44] the intent behind the intent. It took me\n\n[04:46] four years to realize what he was\n\n[04:49] talking about. Four years when I did\n\n[04:51] like, oh my gosh, research niche. You\n\n[04:55] get instructions and a purpose. You you\n\n[04:57] give it to your writer. That might be\n\n[04:59] Fiverr, an in-house team, AI, whatever.\n\n[05:03] Here's the writing instructions. You\n\n[05:04] review the writer's first draft, usually\n\n[05:06] in a Google doc. More on that later.\n\n[05:09] There's an email. There's a feedback\n\n[05:10] loop. You send it to the client for\n\n[05:12] review. Google Doc. Email feedback loop.\n\n[05:15] Are you tired yet?\n\n[05:18] Then you create a blog post on the\n\n[05:20] website. Oh, that's copy and paste from\n\n[05:22] Google Doc, which means you have to\n\n[05:24] remove the Google Doc formatting. Anyone\n\n[05:26] been there before? Yeah. And then you do\n\n[05:29] your SEO stuff, which is your title,\n\n[05:31] description, link to the service page,\n\n[05:33] and the first paragraph, and your\n\n[05:35] category of the blog post. Then we got\n\n[05:37] to do the featured image. Oh my gosh, I\n\n[05:40] was tired after reading this. Go to\n\n[05:43] deposit photos, shutter stock, and or\n\n[05:46] valley. Remember the four fingers from\n\n[05:48] Deli too? I know Chad does, right?\n\n[05:51] So resize it. Got to compress it because\n\n[05:54] it's four megabytes.\n\n[05:56] Oh, then you have to give it a name\n\n[05:57] because it's like shutter stop. One,\n\n[05:59] two, three, four. Then you have to do\n\n[06:01] your alt text.\n\n[06:06] Click. Where's click? What's going on\n\n[06:09] here?\n\n[06:11] A little while later. I found out this\n\n[06:14] is from like Spongebob. Yeah.\n\n[06:17] A little while later.\n\n[06:20] Publish. We Yeah, we published it.\n\n[06:23] How long does that take you guys to do?\n\n[06:25] I've heard like an hour, hour and a half\n\n[06:27] to do that. Right. Right.\n\n[06:31] So, what did I say I was in the\n\n[06:33] beginning? I was\n\n[06:34] lazy.\n\n[06:35] Lazy and cheap.\n\n[06:37] All right.\n\n[06:39] So, let's start with step one. Come up\n\n[06:41] with a topic. Cool.\n\n[06:45] Push the AI easy button. Boom. Easy.\n\n[06:50] So, who can do that? come up with a\n\n[06:52] topic. Every one of you in the room can\n\n[06:55] do. Can any every one of you push the AI\n\n[06:57] easy button?\n\n[06:59] Yes, you can. And it will research,\n\n[07:01] write, review, email the client for\n\n[07:03] review, create the blog post on the\n\n[07:05] website, do all the SEO stuff, do the\n\n[07:07] featured image, and publish it. Cool.\n\n[07:10] So, I've actually implemented this. The\n\n[07:12] only one piece I haven't done is email\n\n[07:15] the client for review and feedback\n\n[07:17] because most of my clients, they don't\n\n[07:19] they trust me with content. So, I I\n\n[07:21] leave them out of the loop, but you\n\n[07:23] could easily do that.\n\n[07:25] So, is that cool?\n\n[07:28] I'm going to show you kind of how to do\n\n[07:30] that. By the way, I'm not I don't have\n\n[07:32] enough time. I don't have enough\n\n[07:34] stamina, neither do you guys, to go\n\n[07:36] through all the nerdy process, but I'm\n\n[07:38] but if you want to connect with me\n\n[07:39] afterwards, like Anna said, hey, let's\n\n[07:41] sit down and nerd out. Cool. I'm I'm\n\n[07:44] very accessible. I live around here.\n\n[07:47] I I love sharing and networking with\n\n[07:49] people. So, about images, they're one of\n\n[07:52] the biggest pains in the bum I've had\n\n[07:54] forever because I have to go to shutter\n\n[07:56] stock or deposit photos, find an image,\n\n[07:59] do all that stuff. It takes forever and\n\n[08:01] I always miss that one step. Or you have\n\n[08:03] the VA that misses a step or five and\n\n[08:06] you don't know about it. Like, hey, what\n\n[08:08] happened to this image here?\n\n[08:11] So, here's how I create featured images\n\n[08:14] now or any image. You ready for this?\n\n[08:17] Yes.\n\n[08:18] So, four people. Okay, are you ready?\n\n[08:21] All right, cool. So, read the article.\n\n[08:23] This is AI doing this. Read the article.\n\n[08:27] Extract the visible entities. Underline,\n\n[08:30] highlight, bold. Visible entities. Chad,\n\n[08:34] you nodding your head or you just eating\n\n[08:36] now? Because you're agreeing with me,\n\n[08:37] right?\n\n[08:38] Right. So, here's And now, no need to\n\n[08:41] take pictures unless you're of me.\n\n[08:43] Extract four to six ent visual entities\n\n[08:46] from this article. You're asking AI to\n\n[08:48] do this for you. I use Claude's haiku\n\n[08:50] model because it doesn't need to be that\n\n[08:52] that fancy. So, extract four to six\n\n[08:55] visual entities. You can read the rest\n\n[08:57] of it later.\n\n[08:59] Write the prompt for image generation\n\n[09:02] and send it to Google Nana Banana Pro,\n\n[09:06] the latest and greatest version, not the\n\n[09:08] 2.5, but the 30 Gemini preview. I\n\n[09:11] believe it's only visible through the\n\n[09:13] API or accessible through the API right\n\n[09:15] now, which means it costs like 10 cents.\n\n[09:19] So there's a link to Gemini Pro image\n\n[09:24] preview. Next week or next month, it\n\n[09:26] will be another one. So I just send\n\n[09:29] everything there to Nano Banana Pro and\n\n[09:31] it produces the image.\n\n[09:35] I witness click.\n\n[09:38] Oh yeah.\n\n[09:40] Okay. So, this is what gets sent to\n\n[09:43] Google Gemini. The prompts in the file.\n\n[09:45] No need to copy it, but it sends all\n\n[09:47] this over. It says you need to have this\n\n[09:50] in the image. You like it, Bradley?\n\n[09:52] I do.\n\n[09:52] Stay tuned for the next slide. Okay. So,\n\n[09:55] there's all this stuff. Like I said,\n\n[09:57] it's in the slides. You're going to look\n\n[09:59] at your your camera afterward. Look,\n\n[10:01] want to take a picture of me just\n\n[10:05] I mean\n\n[10:07] All right. Okay. All right, that's\n\n[10:08] enough. Don't run out of film. All\n\n[10:10] right,\n\n[10:12] Bradley, this one's for you.\n\n[10:15] All right, this was that previous slide\n\n[10:18] went to Nano Banana whatever pro. Do you\n\n[10:22] like it? What What's What sticks out to\n\n[10:23] you, Bradley, in this image?\n\n[10:26] Obviously, it's tree trimming.\n\n[10:29] What I thought was real. Looks I mean\n\n[10:31] looks believable.\n\n[10:33] Yeah. You got the little We got this got\n\n[10:35] the harness, the ladder, the safety. All\n\n[10:37] the entities in\n\n[10:38] all the all the visual entities in\n\n[10:40] there. So for 10 cents and like push a\n\n[10:44] button. Cool. Cool.\n\n[10:46] All right.\n\n[10:47] So, uh, let's talk. Can we get a little\n\n[10:50] nerdy right now? Let's talk nerdy.\n\n[10:53] I know you can't read this, but what\n\n[10:55] I've set up is a whole string of AI\n\n[10:59] agents doing this stuff for me. All\n\n[11:01] right. So if you can imagine you got\n\n[11:04] let's say you got uh each of these is a\n\n[11:06] person in your organization.\n\n[11:08] So we have one that creates a scope for\n\n[11:12] the article, the one that actually\n\n[11:15] writes it. You have someone that checks\n\n[11:17] what they did. You have someone that\n\n[11:19] revises the article if it needs to.\n\n[11:22] Someone that formats it for the website\n\n[11:24] and someone that creates an image and\n\n[11:26] someone that publishes it. That could be\n\n[11:28] individual people, right? You probably\n\n[11:30] have those. So, what I've done is like\n\n[11:33] I've trained each one of these with a\n\n[11:34] prompt. And if you want to connect with\n\n[11:36] me, we can talk about prompts and nerdy\n\n[11:37] stuff, but these every one of these\n\n[11:40] agents does their work. But do they you\n\n[11:44] know how you have a VA and say, \"Hey,\n\n[11:45] write me an article like follow these\n\n[11:47] instructions.\" Or you have say I know\n\n[11:50] where's where's Mike? Mike will send out\n\n[11:52] a job uh hunting for jobs and like let\n\n[11:55] me know if you read these instructions\n\n[11:57] like Philippine jobsonline.ph PH if you\n\n[12:01] read the instructions write this in your\n\n[12:03] response we've all done that right well\n\n[12:05] how do you know that an AI has done that\n\n[12:07] job you don't but if it if it hasn't\n\n[12:11] right unless in the prompt file say when\n\n[12:14] you are done tell output this so every\n\n[12:18] step in the stage there's what I call a\n\n[12:21] fingerprint it's like yes I've done the\n\n[12:24] work and they go okay cool let's go on\n\n[12:25] to the next stage so anyway this is not\n\n[12:27] meant to confuse you it's meant to think\n\n[12:30] of these as people. They're AI agents\n\n[12:32] doing work as a person would normally.\n\n[12:34] You have detailed instructions. So, it\n\n[12:36] goes on bum bum bum bum. You could\n\n[12:38] literally do and by the way\n\n[12:42] the I have behind this there's a a\n\n[12:46] business MD file which has all the\n\n[12:48] business information that they're a\n\n[12:50] plumber, they're a roofer, they're a\n\n[12:51] tree arborist. Here's where they are.\n\n[12:53] Here's their avatar. Here's their\n\n[12:55] customer ideal customer profile. Here's\n\n[12:57] where they work. So all this is in the\n\n[12:59] background. So the writer and the scope\n\n[13:01] agent know all this in advance. That\n\n[13:04] cool, right? So this is literally one\n\n[13:07] one click and you can do one at a time.\n\n[13:11] You can do 10 at a time. You can do say\n\n[13:14] like four clients at one time as well.\n\n[13:17] So the only the only limit to this is\n\n[13:20] your imagination, right? You would agree\n\n[13:21] with me on that one, right? Because who\n\n[13:23] wants to be like me? Lazy and Okay.\n\n[13:27] Anyone want to be like me? By the way, I\n\n[13:30] had a boss one time. He said, \"Simon,\n\n[13:33] you're the laziest person I know.\" And I\n\n[13:36] knew what he was telling me right off\n\n[13:38] the bat. He's like, \"Thank you.\" I was\n\n[13:40] one of like the top 10% in his\n\n[13:42] organization or something. So, make me\n\n[13:44] feel good.\n\n[13:47] All right. So, I'm not going through\n\n[13:48] each one of these. Like I said, if you\n\n[13:50] want to connect with me afterwards, we\n\n[13:51] can go through. But what does the scope\n\n[13:53] agent do? The layout of the article.\n\n[13:55] What sections come first? What comes\n\n[13:57] second and third and fourth? The ICP,\n\n[13:59] what sections do they have? Here's the\n\n[14:02] detailed writing instructions. What is\n\n[14:04] the user's intent? You have to answer\n\n[14:07] that right out of the gate. Don't stray\n\n[14:11] fan out. Anyone heard of fan out\n\n[14:13] questions? Yeah. Fan out. Yeah. So, I I\n\n[14:17] I saw a post in Signals Lab or something\n\n[14:19] a while ago. It talked about fanout\n\n[14:20] questions. So, I said, hm, what is that?\n\n[14:23] So, I took the fan app questions and\n\n[14:25] added it to my agent prompt.\n\n[14:30] Don't repeat yourself. So, we've all\n\n[14:33] seen AI slop. Yes.\n\n[14:35] And 4,000 words. Where's Where's Sean? I\n\n[14:39] know we we've seen some sloppy AI\n\n[14:41] content, right? 4,000 words. Come on,\n\n[14:43] man.\n\n[14:44] Yeah.\n\n[14:46] Like, how to fix a a leaking toilet. You\n\n[14:48] had your plumbing example, right? Don't\n\n[14:50] need seven and a half thousand words.\n\n[14:54] What? Come on. Come on, man. Let's I'm\n\n[14:57] trying to do my bite my best mic relo\n\n[15:04] meet the reader search intent and\n\n[15:07] nothing more.\n\n[15:09] Right. Answer the fan out questions\n\n[15:11] throughout the document. And apparently\n\n[15:13] Google, we don't have any anyone here\n\n[15:15] that knows Google really well, do we?\n\n[15:17] Joy,\n\n[15:19] right? Don't turn your content into\n\n[15:21] bite-sized chunks. Like, just you don't\n\n[15:24] need to force this stuff. Just be\n\n[15:25] natural. It will come out once you\n\n[15:27] finish answering the searches intent.\n\n[15:29] You're done. Nothing else. By the way,\n\n[15:32] content that used to rank for thousands\n\n[15:34] of keywords in search console doesn't\n\n[15:37] happen anymore. Doesn't happen anymore.\n\n[15:39] Hat tip to Chris Castillo, one of my\n\n[15:41] best friends. He brought this up\n\n[15:42] recently. Like, dang. All right. So,\n\n[15:46] some more bangers. By the way, does\n\n[15:47] anyone know what bangers are besides the\n\n[15:49] other Simon in the room?\n\n[15:51] Bangers and mesh.\n\n[15:53] Yeah. Yeah. So, bangers are in England\n\n[15:57] like like a sausage, but of course also\n\n[16:00] be these little firework things. They\n\n[16:03] could also be that's a real banger\n\n[16:05] that's really good. So, you know, if you\n\n[16:07] go to England and you like you talk\n\n[16:09] about bangers, they might be confused.\n\n[16:11] You're talking about the food about I'm\n\n[16:13] I'm a real banger at this or anything\n\n[16:15] else. There's another connotation which\n\n[16:17] I won't even get into\n\n[16:20] that's not for this topic over here. So\n\n[16:22] things I I like to do in the content. So\n\n[16:25] I love to use tables. Tables and lists.\n\n[16:28] Why?\n\n[16:31] Google loves data. Why?\n\n[16:35] Structured easy to read also by people\n\n[16:38] as well. If you're looking for an easy\n\n[16:40] to read content piece of content tables\n\n[16:42] and lists. So bring it on short images.\n\n[16:44] We talked about images. I love sections.\n\n[16:47] You can read through this at your your\n\n[16:49] leisure. How much time do I have left?\n\n[16:52] 30 minutes. Cool. Only like 10% through\n\n[16:55] my presentation.\n\n[16:57] All right. Some So, more website\n\n[17:00] bangers.\n\n[17:01] We must have been on the same wavelength\n\n[17:03] because I know we've been talking about\n\n[17:04] reviews in here. So, let me ask let me\n\n[17:07] tell you why I do this. Number one,\n\n[17:10] because I'm\n\n[17:11] lazy and also because I'm cheap. Look at\n\n[17:14] you guys.\n\n[17:16] So, I want to bring all my reviews into\n\n[17:19] my website. Now, if I have, say, a\n\n[17:22] hundred reviews for plumbing, how is it\n\n[17:24] house plumbing? And some are about\n\n[17:26] toilets, some about slab leaks, some\n\n[17:28] about water heaters, I don't want to\n\n[17:31] have every single one of those reviews\n\n[17:33] on my toilet repair page, right? I just\n\n[17:36] want the reviews which are about toilet\n\n[17:39] repair. Yes. Right. So, how do I do\n\n[17:41] that? I download download every single\n\n[17:44] one of my reviews via code because I'm a\n\n[17:46] nerd. I'm lazy. I'm cheap. Is I download\n\n[17:50] all the reviews into the back end of the\n\n[17:51] website as a custom post type CPT. Cool.\n\n[17:54] Then I categorize them with AI. Said\n\n[17:57] what is this review about? Generic about\n\n[18:01] toilets about showers about water\n\n[18:03] heaters. What is it about? And it tags\n\n[18:05] it with a category. Now on the service\n\n[18:08] pages, let's say it's water heater. You\n\n[18:10] like that? Right. So, on your water\n\n[18:12] heater page, you have a little code\n\n[18:13] snippet that says, \"Show me reviews just\n\n[18:16] for water heaters.\" It pulls all those\n\n[18:18] reviews in. So, the f the most recent\n\n[18:21] ones show up first. So, every time you\n\n[18:23] add a new review, that's from from the\n\n[18:25] GMBB. Now, you got fresh fresh reviews\n\n[18:29] coming in. Cool.\n\n[18:33] All right.\n\n[18:36] By the way, I used to hate public\n\n[18:37] speaking. Now you can't stop me. I used\n\n[18:40] to belong for now and all with all\n\n[18:42] seriousness I joined a com not company a\n\n[18:47] organization called toast masters\n\n[18:48] international right if you have a\n\n[18:51] passion and you just don't feel like you\n\n[18:53] want to speak in front of people I\n\n[18:55] literally when I gave my first speech\n\n[18:57] was called an icebreaker I I kid you not\n\n[19:00] I was in a cold broke out in a cold\n\n[19:01] sweat I kid you not I had a jacket on\n\n[19:04] luckily it was a jacket because I was\n\n[19:07] literally just sweating So, it was it\n\n[19:10] was scary, but it was the best thing\n\n[19:12] that I've ever Didn't cost me hardly\n\n[19:14] anything. So, if you ever want to be up\n\n[19:16] in front of people, Toast Masters is the\n\n[19:19] thing. It's it's a real banger.\n\n[19:22] Okay. Uh service pages. Um Oh, so while\n\n[19:26] I'm at generating the reviews, I'll put\n\n[19:29] all the ADA compliance in there, do the\n\n[19:31] schema for the reviews. So, the whole\n\n[19:34] thing is coded out. So, I just do one\n\n[19:36] short code and it's done. Okay. How cool\n\n[19:39] is that?\n\n[19:40] Cool.\n\n[19:43] Simple to vibe code. Yeah,\n\n[19:45] it is super super simple. If if you\n\n[19:48] don't if this confuses the heck out of\n\n[19:50] you and go like, \"Oh my gosh, my brain\n\n[19:52] hurts.\" Just reach out to any one of us\n\n[19:54] in here who's done anything with Vive\n\n[19:56] Code, you'll love it. All right,\n\n[20:00] another one. I I've hardly seen hardly\n\n[20:03] anyone. I I've done this presentation,\n\n[20:06] this little snippet before. I hardly see\n\n[20:08] anyone doing it, so why don't you? Where\n\n[20:12] are you located?\n\n[20:15] Oh, where? Here's our address. 123 Elm\n\n[20:17] Street. Oh, big whoop. Well, where is\n\n[20:18] it? This is GMBB.\n\n[20:22] I don't know.\n\n[20:24] So\n\n[20:26] what I learned years ago is that you\n\n[20:29] have to if someone's coming to your\n\n[20:32] office, let's say it's a dentist or\n\n[20:33] what? Let's use dentist is how do I get\n\n[20:36] to your office? Well, you drive down\n\n[20:39] this road and they say, \"Oh yeah, you\n\n[20:41] just go past the embassy suites by\n\n[20:43] Hilton the Lovefield one where second on\n\n[20:45] the left.\" Cool. Well, put that in your\n\n[20:47] freaking website. This is where we are.\n\n[20:50] Take this like we are near the unique\n\n[20:52] landmark. We are near the Embassy Suites\n\n[20:55] by Hilton Dallas Lurfield. Just copy and\n\n[20:57] paste from Google Maps. We're near the\n\n[21:00] intersection of LemonAve because that's\n\n[21:04] what Google Maps has and W Northwest\n\n[21:07] Highway Loop 12. By the way, in Dallas\n\n[21:09] in North Texas, most roads have like\n\n[21:12] five names,\n\n[21:14] right? Yeah.\n\n[21:15] City has five names.\n\n[21:18] Like highway five, right? you know that\n\n[21:20] map in up in Plano McKini Allen's like\n\n[21:23] highway five and Plano road and I don't\n\n[21:26] know like which road are you on I don't\n\n[21:27] know so take just copy and paste in\n\n[21:29] Google maps and just put it in there\n\n[21:32] take pictures and I don't know why you\n\n[21:35] guys I'm not saying you guys but the\n\n[21:37] majority don't do this take a picture of\n\n[21:40] the street where you are here's my\n\n[21:42] office from the from the street over\n\n[21:44] here by by wherever right here's the\n\n[21:46] street sign here's the parking here's\n\n[21:48] how you get to our office. Sean\n\n[21:52] had some troubles with\n\n[21:55] you\n\n[21:57] from streets, the office, everything\n\n[22:00] around there and you just keep it into\n\n[22:02] the it helps with the trust factor a ton\n\n[22:05] because they're looking at that street\n\n[22:06] viewing this and they're like, \"Oh yeah,\n\n[22:09] been out there.\" So what so for the\n\n[22:11] people online and Sean are saying yeah\n\n[22:13] just take pictures from around the area\n\n[22:15] like around where the office is located\n\n[22:17] add them to your GMBB or GBP and you're\n\n[22:20] good to go.\n\n[22:22] Cool.\n\n[22:23] All right. Um\n\n[22:26] here's another one that if you have\n\n[22:28] plumbers or trades trees whatever you\n\n[22:31] want to have you could do the same thing\n\n[22:33] with this. Take a picture of the guys\n\n[22:36] out there. Hopefully, it's good and it's\n\n[22:38] not like a picture of their thumb or\n\n[22:40] anything. You take the pictures of the\n\n[22:42] job done. Oh, this is one that I I told\n\n[22:45] one of my I have an HVAC client. He he\n\n[22:48] started his business in July 4th of last\n\n[22:52] year. He works part-time as a HVAC. He\n\n[22:55] has a full-time job, but he works\n\n[22:57] part-time as a HVAC. He started actually\n\n[23:00] doing this. He went around neighborhoods\n\n[23:02] and is where, let's say we're in um\n\n[23:04] McKenna, let's say up there somewhere.\n\n[23:07] and there's all these nice neighborhoods\n\n[23:08] and you go take pictures of the\n\n[23:10] neighborhood entrance sign and he go\n\n[23:12] starts posting them to his GMBB profile\n\n[23:14] and says, \"Hey, I was out in Aubber\n\n[23:16] Hills doing like doing an HVAC repair\n\n[23:19] and puts it up there.\" Now you're\n\n[23:21] sending signals to Google. Hey, I work\n\n[23:24] at this place over here. Then he did\n\n[23:26] like YouTube shorts of his jobs. He he\n\n[23:31] made now he made let's see he doesn't\n\n[23:35] mind me sharing this he was working\n\n[23:37] part-time like 10 15 20 hours a week\n\n[23:41] kind of right he made made like 60 grand\n\n[23:44] in six months first six months now\n\n[23:47] that's not that's not going to take uh\n\n[23:49] bring him home from his job that was\n\n[23:51] working 10 to 15 hours a week from zero\n\n[23:54] to 60 grand in six months is that cool\n\n[23:58] so there's another thing in here. I\n\n[24:00] won't go through this one, but you could\n\n[24:02] basically have a a one one second. You\n\n[24:04] could basically have a way to upload\n\n[24:07] images to the website from the text.\n\n[24:09] Have AI take the images, write a little\n\n[24:11] blurb, post it to social media, post it\n\n[24:14] to your website, post it to GMBB. This\n\n[24:16] is where we were doing XYZ in ABC\n\n[24:19] Neighborhood. Some questions over there\n\n[24:23] on YouTube.\n\n[24:24] You're going into a neighbor. Wait,\n\n[24:26] wait, wait. Oh, thank you.\n\n[24:29] How to turn it on.\n\n[24:36] Just clarif.\n\n[24:42] Yeah.\n\n[24:42] Come on. There we go. Thank you. So when\n\n[24:45] you said add geo in YouTube, you did\n\n[24:47] exactly what you said. You go out to\n\n[24:48] take the picture of Arbor Hills, which\n\n[24:50] is a neighborhood in Ky. Do you geo tag\n\n[24:53] the YouTube shorts video to let's say\n\n[24:56] that entrance area or to that\n\n[24:57] neighborhood?\n\n[24:58] No. Although the the images that you\n\n[25:02] take that still images, they will have\n\n[25:04] XF data and stuff in there right now.\n\n[25:07] People say that Google strips the XF\n\n[25:09] data. Well, it does, but what happens\n\n[25:11] before it strips the XF data?\n\n[25:14] It's it's evidence. No, what I'm saying\n\n[25:16] on YouTube there is a underneath there's\n\n[25:19] a I guess it's a category you can have\n\n[25:21] and say where was it taken, where was\n\n[25:23] the video taken and say Mckin or Dallas\n\n[25:25] or wherever you are.\n\n[25:26] Okay. So, but if you wanted to you could\n\n[25:28] go as deep as say if you were in Arbor\n\n[25:30] Hills to confir if you want to go that\n\n[25:32] granular. Yeah, but you can put it in\n\n[25:35] there but again it's like cheap and\n\n[25:37] lazy. Well, how much do you do? Right.\n\n[25:39] So, yeah, go for it. Right. Thank you.\n\n[25:42] Yeah, there's another question ma right\n\n[25:45] right behind you.\n\n[25:48] So, do you go through the trouble of\n\n[25:50] changing any other um elements of the\n\n[25:53] exit data? So, like ITC tags or titles,\n\n[25:57] captions?\n\n[25:58] No.\n\n[25:58] No. Okay.\n\n[25:59] No. I mean, why should if if my guy is\n\n[26:02] out there in his truck? Oh, sorry. I\n\n[26:05] missed out an important point. So, he\n\n[26:07] parks his truck. So ABC HVAC in front of\n\n[26:11] the Arbor Hills sign. So now you've got\n\n[26:14] his truck with his with his logo, his\n\n[26:18] his his um website, his brand name in\n\n[26:22] front of Arbor Hills McKini. Right. So\n\n[26:25] now you've got entities like backing up\n\n[26:27] another entity. So it's evidence brand\n\n[26:30] association. See? Thank you. Right. Is\n\n[26:32] that cool? Right. So where's the mic?\n\n[26:42] I assume these are service area\n\n[26:43] businesses. Have you looked at all to\n\n[26:46] see like the polygonal shape for your\n\n[26:49] service area and if posting this kind of\n\n[26:52] content will push the lines around on\n\n[26:54] your service area at all?\n\n[26:56] It seems like it should.\n\n[26:58] Well, so all I can all I can tell you is\n\n[27:01] this just a it's a test of one. So just\n\n[27:04] take it with a grain of salt. But he's\n\n[27:07] ranking like in let's call it M Mc Mckin\n\n[27:09] is a really affluent area by the way. So\n\n[27:11] I I'll use that as the example went from\n\n[27:13] zero to having lots of ones across like\n\n[27:17] call it 10 mile by 10 mile. So it\n\n[27:20] definitely works. So I think the two\n\n[27:22] things that he was doing and Mike Molina\n\n[27:24] will also tell you do your YouTube video\n\n[27:27] shorts be be active on social. So, he\n\n[27:29] does his YouTube shorts. He does take a\n\n[27:31] whole bunch of pictures and he gets\n\n[27:33] reviews and he replies to the reviews.\n\n[27:37] Okay. Does that answer your question?\n\n[27:41] Okay. You think so? Okay.\n\n[27:43] Yes.\n\n[27:44] Yes. All right. Can you guys take this\n\n[27:45] home and implement this tomorrow or\n\n[27:47] tonight?\n\n[27:48] For sure you can.\n\n[27:49] Hard to get the clients to do it though.\n\n[27:51] With tree service, I've been telling\n\n[27:52] them this for five years and I could\n\n[27:54] maybe 20% of them will actually do it\n\n[27:56] consistently.\n\n[27:57] Yeah. No kidding. Tell tell them that\n\n[27:59] tell them that that house pros and\n\n[28:02] they're forced to with house pros. It\n\n[28:04] forces you when those guys\n\n[28:05] No, but I sell services.\n\n[28:10] Hey, real quick. Simon sir\n\n[28:12] and Brad like you do lead gen, bro. You\n\n[28:15] do AI. I mean, sorry, stock photo, flip,\n\n[28:18] screenshot, then add in, right? I've\n\n[28:20] been doing it for years, bro. When I\n\n[28:22] take a van,\n\n[28:23] I don't got no fleet, but Google thinks\n\n[28:25] I have 74 vans in a certain geo. That's\n\n[28:28] what they think cuz I put a number on\n\n[28:30] the pan. Like a real business foot,\n\n[28:32] right? You know what I'm talking about?\n\n[28:33] Yeah.\n\n[28:34] Yeah. Crew four was over here. Crew 19\n\n[28:36] was over there.\n\n[28:39] Yeah.\n\n[28:40] So, I kind of What? How's my time?\n\n[28:44] I'm good. I got another hour left. Cool.\n\n[28:47] All right. I'm like\n\n[28:49] another 400 slides to go. All right. By\n\n[28:51] the way, I I I halfway joke about having\n\n[28:55] so many slides, but I was sitting down.\n\n[28:58] I was at home yesterday and doing some\n\n[28:59] stuff like, \"Let's add a few more\n\n[29:00] slides.\" Like, you know how that goes,\n\n[29:02] right? I I love to give because it's a\n\n[29:05] community that when I first got started\n\n[29:08] in SEO, there's a a Facebook group\n\n[29:10] called Local Client Takeover, right?\n\n[29:13] True story. So, I'm being authentic here\n\n[29:15] and being vulnerable. Is I went in\n\n[29:17] there, I knew I didn't even know what a\n\n[29:19] GMBB was. didn't know what it stood for.\n\n[29:21] I knew nothing about I didn't know the\n\n[29:23] questions to ask. So, I was in there\n\n[29:26] being one of these lurkers and going,\n\n[29:28] \"Dang, I need to know about this SEO. I\n\n[29:29] probably can make some good money with\n\n[29:31] SEO.\" So, I I went in there reading the\n\n[29:34] stuff and someone had a question like\n\n[29:37] that seems like a really good question\n\n[29:39] to ask. Like, I have no idea what\n\n[29:40] they're asking, but let me go off and\n\n[29:42] like research it. So, I went to Google,\n\n[29:44] went to YouTube, like, oh, that's what\n\n[29:47] they're asking. And I came back and\n\n[29:50] understand please this is not me trying\n\n[29:52] to brag to you or to the people in local\n\n[29:55] client takeover. I said oh by the way an\n\n[29:58] this is the answer to your question I\n\n[30:00] found is like x y and z and an goes well\n\n[30:02] thank you so much that's really cool. Oh\n\n[30:04] no problem. And then someone else had a\n\n[30:07] question like and I did the same thing\n\n[30:09] like why is it so hard? Why can't you\n\n[30:12] just go to Google and YouTube and find\n\n[30:14] this for yourself? What's what's wrong\n\n[30:15] with your hand? Why can't you find this?\n\n[30:18] After about a month,\n\n[30:20] it was like so crazy. People saying,\n\n[30:22] \"Simon, you know this stuff really well.\n\n[30:24] Can you help me out?\" Like, dude, I've\n\n[30:26] been here for like I'm I'm still still\n\n[30:28] crawling. I'm still wet in my diapers\n\n[30:30] type of thing. But it kind of gave me a\n\n[30:33] reputation, which was really weird for\n\n[30:36] me because I didn't see myself as a\n\n[30:38] guru, but I I was trying to give back to\n\n[30:41] the community. And that's what I'm here\n\n[30:43] today to give to you is give back. So,\n\n[30:45] there's a bunch more slides in here. You\n\n[30:47] won't see them here live, but you'll see\n\n[30:49] them in the in the file later on. And\n\n[30:50] like I say, if you want to connect with\n\n[30:51] me, find me. I'm I'm not that active on\n\n[30:54] Facebook, but you can still find me. So,\n\n[30:57] I won't reply like in five minutes, but\n\n[30:59] maybe a day or two, maybe. Cool. Uh, all\n\n[31:03] right. Again, lazy and cheap. I don't\n\n[31:06] use WordPress themes anymore in new\n\n[31:07] sites because\n\n[31:10] a I'm lazy and b I'm cheap more like\n\n[31:15] lazy like divvy like Sean loves divvy. I\n\n[31:18] used to like evader and I used to like\n\n[31:20] divvy but man it's like by the time I\n\n[31:22] want to change the color in the\n\n[31:24] background of something like oh my gosh\n\n[31:27] how hard can it be? Here's the thing. AI\n\n[31:32] can write really, really good HTML.\n\n[31:37] So if you give it precise instructions,\n\n[31:39] guess what? AI can update HTML much\n\n[31:43] faster than you can without using page\n\n[31:46] builders, right? So why don't we do it?\n\n[31:50] So I've now replaced all the Yoast and\n\n[31:53] SEO Press plugins. I do a bunch of nerdy\n\n[31:56] short codes for really cool stuff and I\n\n[31:59] use AI a lot. You know the drill.\n\n[32:04] Okay, so that's kind of like section\n\n[32:07] one. How am I doing on time?\n\n[32:08] You're doing good.\n\n[32:09] It's good. What does that mean?\n\n[32:13] 30 minutes left.\n\n[32:14] 20 at least 20. Then we're going to take\n\n[32:16] a break. So\n\n[32:19] cool. All right. Back in the old days,\n\n[32:23] anyone kind of familiar? Who's who's old\n\n[32:25] like me?\n\n[32:26] Right. So, back in the back in like this\n\n[32:29] is where you show your grandkids this\n\n[32:31] like hey back in the day we used to have\n\n[32:33] like a phone that was plugged into the\n\n[32:35] wall like for real like how did they go\n\n[32:39] outside without a cell phone like like\n\n[32:41] they just can't fathom it. So, believe\n\n[32:45] it or not they used to use like IBM XTS\n\n[32:49] is that 286 chips from Intel. You have\n\n[32:52] someone over here writing their specs\n\n[32:54] for the future of someone\n\n[32:57] writing it, someone reviewing it,\n\n[32:59] someone testing it. Reams and reams and\n\n[33:02] reams of paper. This is probably not too\n\n[33:06] far out from what it used to look like.\n\n[33:08] A bunch of people in a room, you know,\n\n[33:10] got the 80s stuff going on there. It it\n\n[33:13] was like this. I used to work at a\n\n[33:15] company. We would have a group called uh\n\n[33:19] they were like systems engineering or\n\n[33:22] something and they would create this\n\n[33:23] product requirement document the big big\n\n[33:26] thing. Then we'd give it to the\n\n[33:27] engineers and the engineers would write\n\n[33:29] feature requirements. Then we give it to\n\n[33:31] the coders and the coders would code it.\n\n[33:33] Then it would go to testers and they\n\n[33:35] would test it. And it was a good process\n\n[33:37] to have when you when you're coding at\n\n[33:39] scale. It worked and it worked really\n\n[33:41] well. So, but we don't have we don't\n\n[33:45] need all these people today because we\n\n[33:47] have AI.\n\n[33:49] Cool. So,\n\n[33:52] I I dislike vibe coding. Not to upset\n\n[33:56] anyone in this room because you can get\n\n[33:58] results with it, but there's also a\n\n[34:00] level of frustration, right? You if\n\n[34:02] you've been there before. Chad, do you\n\n[34:03] vibe code?\n\n[34:06] Depends on how you define it, but I\n\n[34:07] definitely use code these days.\n\n[34:10] Yeah. So here's here's where most people\n\n[34:13] start because they've heard about the\n\n[34:15] latest fad going on with AI and it can\n\n[34:17] do all this wonderful coding like hey\n\n[34:19] let me write this this this like feature\n\n[34:21] to do X Y and Z. Bam off it goes and\n\n[34:24] then go like\n\n[34:27] it's not like how I wanted it to turn\n\n[34:29] out. Then you go back and make some\n\n[34:31] tweaks like h I guess it's good enough.\n\n[34:35] Well here's what you need to do, right?\n\n[34:38] Let's get nerdy, but I want to make you\n\n[34:40] feel uncomfortable, then give you a\n\n[34:42] solution. Is that okay? Right. Is it\n\n[34:44] okay being uncomfortable to get better?\n\n[34:46] Okay. How many of you work out?\n\n[34:50] Brian, why don't you work out? Uh, by\n\n[34:52] the way, shout out to to Brian Hung at\n\n[34:54] the back. He's like one of the most\n\n[34:55] nerdiest fitness guys on the planet I've\n\n[34:58] known. He's like, \"Oh my gosh.\" So, so I\n\n[35:02] love stories because stories tell or\n\n[35:05] sorry, stories sell, facts tell.\n\n[35:08] the So, we're in this group every\n\n[35:10] Friday. We're talking about health. I'm\n\n[35:11] sitting there in my office chair going\n\n[35:13] like, I haven't moved for like three\n\n[35:14] hours. I need to get up and move around.\n\n[35:17] So, like Brian goes, \"Yeah, I've been\n\n[35:19] doing this and that.\" Okay, that's cool.\n\n[35:22] I'm feeling a little bit bad, but also I\n\n[35:24] know in my head I need to move around a\n\n[35:26] bit more. Go like, \"You know what? I\n\n[35:28] went to I went to see a nutritionist\n\n[35:30] because it was covered in my insurance.\"\n\n[35:32] And a nutritionist said, \"Hey, would you\n\n[35:34] like to have to go see a personal\n\n[35:36] trainer twice a week? doesn't cost\n\n[35:37] anything. Like, okay, cool. So, I see a\n\n[35:40] personal trainer now for six weeks. I've\n\n[35:42] been seeing him since uh April of last\n\n[35:45] year. Doesn't cost me anything. But man,\n\n[35:48] do I feel so much better now. So, I\n\n[35:51] mean, it beats sitting around all day\n\n[35:53] long. So, non SEO, non nerdy tip, don't\n\n[35:56] forget about your health, guys. It's the\n\n[35:58] only health that you have. You'll have\n\n[35:59] you you you'll never get I know there's\n\n[36:02] probably a better way of saying this,\n\n[36:03] but this you could be in the worst shape\n\n[36:05] today and then six months from now be in\n\n[36:07] the best shape ever. So I'm probably in\n\n[36:09] the best shape I've been in about 10\n\n[36:10] years, right? And I feel great. So thank\n\n[36:13] you, Brian. Back to this.\n\n[36:17] Run a PR product requirement doc. Is\n\n[36:20] that right, Chad?\n\n[36:21] Yeah.\n\n[36:22] Turn it into tasks. We we talk in\n\n[36:24] acronyms. Turn to task. Write the code.\n\n[36:26] We have another LLM verify it and then\n\n[36:30] there's this thing called Ralph Wigum\n\n[36:32] which I'll explain on the later slide.\n\n[36:34] Does anyone before like last week or\n\n[36:36] last month does anyone know who Ralph\n\n[36:38] Wigum is?\n\n[36:40] Simpsons.\n\n[36:43] All right. So here's the shift that\n\n[36:45] we're seeing in in effort allocation. By\n\n[36:48] the way, this slide was created just a\n\n[36:51] cool tip. If you go to Gemini\n\n[36:54] Pro think three, there's a drop down and\n\n[36:57] then you can do what's it called? Um\n\n[37:01] canvas and you say I want to build a\n\n[37:03] presentation and you drop in everything\n\n[37:05] it will present a PowerPoint slide or\n\n[37:08] create a PowerPoint slide for you. It's\n\n[37:09] really good.\n\n[37:11] So most people when they buy code little\n\n[37:13] bit of planning some coding and they're\n\n[37:16] like oh man 70% debugging and testing\n\n[37:18] and getting frustrated.\n\n[37:21] The right way to do a big pro a bigger\n\n[37:23] project is let's plan and spec it out.\n\n[37:27] Let's implement it and that's maybe like\n\n[37:29] 10 20% of recode. So now you're asking\n\n[37:32] me\n\n[37:39] how do I build a PRD? I know that's only\n\n[37:41] a tip of mind, right? How do I build one\n\n[37:43] of these PRDs? Well, everything's in the\n\n[37:45] slice, by the way, unless you're just\n\n[37:46] taking pictures of me secretly on my\n\n[37:48] own. Okay, so you build a PRD. It\n\n[37:51] launches in an agent. You can use claw,\n\n[37:54] you can use cursor, you can any one of\n\n[37:57] these is pretty good. It builds a PRD.\n\n[38:00] It builds a set of discrete tasks for\n\n[38:03] for the coder to do. And each task has\n\n[38:06] define inputs and output success\n\n[38:08] metrics. You got to inspect what you\n\n[38:11] expect all the time. So then the AI\n\n[38:14] codes it then the output is inspected or\n\n[38:17] audited by a new AI session. That's\n\n[38:19] really important. So you have here's the\n\n[38:22] thing, right? If any of you have ever\n\n[38:23] like tried to like do something on the\n\n[38:26] website and you're like, \"Yeah, this\n\n[38:27] should work.\" And you sit there and\n\n[38:28] you're going around and around and\n\n[38:30] around and like I can't see what's going\n\n[38:32] on. Have we've been there before? Like\n\n[38:35] you just can't see the forest for the\n\n[38:36] tree. Like why on earth is this not\n\n[38:39] working? It should work. You spent an\n\n[38:42] hour then you say hey an can you take a\n\n[38:45] look at this like what's going on and an\n\n[38:46] goes you missed a semicolon like like\n\n[38:51] duh when you're doing doing schema if\n\n[38:53] you've missed a semicolon in schema you\n\n[38:55] know what I'm talking about comma or\n\n[38:57] something so feedback so you have a\n\n[39:01] little bit of human verification now if\n\n[39:03] you want this PRD generator you go here\n\n[39:07] it's a it's a GitHub thing so I I love\n\n[39:09] GitHub it's in the slide BK so you can\n\n[39:12] see all the slides. So, oh, he was just\n\n[39:15] taking a picture of me to post up like,\n\n[39:17] \"Hey, I saw this really cool guy like\n\n[39:20] cool accent.\" It's like, \"Man, this guy\n\n[39:22] is is is the is a real banger over\n\n[39:24] here.\" Not don't say that. Don't say\n\n[39:26] that.\n\n[39:28] So, go to GitHub. You can see it. You\n\n[39:30] can install it. It's it's a skill. You\n\n[39:31] can put it in Claude Code. I love Claude\n\n[39:34] Claude Code. So, you can put it in\n\n[39:36] there. It helps you make coding so much\n\n[39:38] more fun. So, who is Ralph?\n\n[39:42] I I don't know why the guy had this. I I\n\n[39:45] don't know. Maybe he's a he's some nerd\n\n[39:48] who likes the Simpsons. So, you can read\n\n[39:52] all this. But basically, we have this\n\n[39:54] feedback loop, right? When you code\n\n[39:56] something, how do you know it's correct?\n\n[39:59] If you have the same coder inspecting\n\n[40:02] their own work and going, \"Oh, it's has\n\n[40:04] some mistakes. Let me go fix it again\n\n[40:06] and again and again,\" they get tired.\n\n[40:09] They make mistakes. They don't see it.\n\n[40:11] So what the Ralph Wiggum\n\n[40:14] plug, not plugin, because there's one\n\n[40:16] for Claude doesn't do this. But what it\n\n[40:18] does, it takes a new agent, as I say, it\n\n[40:21] takes an as a new tester and an looks\n\n[40:24] through it again. It's like, oh, I found\n\n[40:25] these issues. So then you feed it back\n\n[40:28] and it goes to Bradley like Bradley, is\n\n[40:30] this okay? And Bradley goes, yeah,\n\n[40:31] that's good. Okay, fantastic. So that's\n\n[40:33] Ralph Wiggum. kind of nerdy, but it's\n\n[40:36] it's important to know about\n\n[40:39] uh AI context. Rock, I explained this\n\n[40:43] before is that when you're chatting with\n\n[40:45] a with an AI, when it's got through\n\n[40:48] maybe half of its context, it's going\n\n[40:50] like it gets lazy. It gets confused.\n\n[40:52] It's like, man, I'm tired. It makes\n\n[40:54] mistakes. So,\n\n" }, { "filename": "SEO_Rockstars_2026_Day_3_-_Charles_Taylor", "title": "SEO Rockstars 2026: Day 3 - Charles Taylor", "video_url": "https://www.youtube.com/watch?v=MKNTwBWLh54", "transcript": "[00:04] I appreciate you inviting me here to\n\n[00:05] speak and uh should give a shout out.\n\n[00:08] Dory was actually I think Dory 23 was\n\n[00:11] the first um uh conference I spoke at\n\n[00:14] for for any of these conferences for for\n\n[00:17] you or spring training or anything like\n\n[00:18] that. And and actually so\n\n[00:21] email\n\n[00:24] Yeah, why not?\n\n[00:25] Okay, come on.\n\n[00:26] Yeah, why not? I'll try speaking. I had\n\n[00:28] never done it before and and uh it went\n\n[00:31] over pretty well, I think. And actually,\n\n[00:32] it went over so well after I spoke, Lee\n\n[00:35] and uh Ted kind of cornered me at lunch\n\n[00:37] and said, \"Hey, do you want to join us\n\n[00:39] on uh on Fight Club?\" I'm like, \"Yeah,\n\n[00:40] why not? I'll give that a shot, you\n\n[00:41] know, give that, you know, and then\n\n[00:43] that's kind of gone from there.\" Uh so,\n\n[00:45] a little uh postcript on um what Marina\n\n[00:48] was talking about with brand traffic and\n\n[00:50] whatnot. We were chatting at one of\n\n[00:52] Holly's events and we were talking about\n\n[00:54] local listings or the GBPs and he was\n\n[00:58] you know he was I I had first heard\n\n[01:00] about Mike CTR geeks I think it was\n\n[01:02] years ago and he was talking about brand\n\n[01:06] he's talking about you know people\n\n[01:07] aren't searching you know keywords are\n\n[01:08] searching brand so I went to the Fox GBP\n\n[01:10] and it's like well let's see how are\n\n[01:12] people finding it people are typing in\n\n[01:14] the name people are typing in the\n\n[01:15] address people are not typing in news or\n\n[01:19] news station or anything like that. Uh,\n\n[01:22] at some time at lunch, someone come and\n\n[01:24] ask me about news in New York City on\n\n[01:26] GBP. I think I stumbled into\n\n[01:30] something fishy. Uh,\n\n[01:33] I'll leave it at that. So, for those of\n\n[01:35] you who don't know anything about me,\n\n[01:36] who the heck is Charles Tyler? Keep this\n\n[01:38] super fast. Um, I spent most of my life\n\n[01:40] in enterprise SEO. I started doing SEO\n\n[01:43] in around 2004. I did the standard\n\n[01:46] affiliate sites, churn and burn. After a\n\n[01:48] year or two, I said, \"Okay, let me, you\n\n[01:50] know, not kind of be a big boy. Let me\n\n[01:51] get a real job.\" Because that's what I\n\n[01:52] figured. Okay, I just go get a job at\n\n[01:54] SEO. And I worked for a company called\n\n[01:55] Lexus Nexus. We did a lot of uh lawyers,\n\n[01:58] uh, small mediumsiz law firms. I was\n\n[02:00] there for several years. And I went to\n\n[02:01] an e-commerce site for four or five\n\n[02:03] years. I only last about four or five\n\n[02:04] years in a large corporation because I\n\n[02:06] can only take the BS for so long and\n\n[02:09] then I'm like, \"All right, I got to go\n\n[02:10] someplace else.\" I had an interesting\n\n[02:12] philosophy handed to me years and years\n\n[02:14] ago, decades ago, when I was first\n\n[02:16] getting a job, and I didn't like my very\n\n[02:18] first job out of college, and one of the\n\n[02:19] guys I was talking to said, \"Well, then\n\n[02:21] just quit and go get another job.\" And\n\n[02:23] I'm like, \"What do you mean?\" He's like,\n\n[02:23] \"Well, you can always get another job\n\n[02:25] you hate.\" And I'm like, \"That is a\n\n[02:26] really good point.\" So, I've always\n\n[02:28] lived with that philosophy that you can\n\n[02:30] always get another job you hate. Um, so\n\n[02:32] I worked for Verizon for about five and\n\n[02:34] a half years. Uh, my big thing I did\n\n[02:36] there was we migrated from Verizon\n\n[02:39] Wireless over to Verizon. talk about\n\n[02:41] data, talk about a lot of stuff. I\n\n[02:42] really, you know, cut my teeth on that.\n\n[02:44] And then Fox poached me from from\n\n[02:46] Verizon and I was there for about three\n\n[02:48] and a half years. Now I'm on my own. So,\n\n[02:50] we'll talk about that in a little bit.\n\n[02:52] Favorite subjects here. I'm not sure\n\n[02:53] what to talk to me about. SEO,\n\n[02:55] obviously. Star Wars pre- prequels.\n\n[02:59] Don't talk to me about any crap. And uh\n\n[03:01] Dungeons and Dragons, but only if you\n\n[03:03] know what a 20-side die looks like.\n\n[03:06] All right. So, I'm going to talk about\n\n[03:08] little some tricks. You're going to see\n\n[03:09] some weird stuff today. Um, note, ignore\n\n[03:13] the tricks. Understand the implication.\n\n[03:16] It's all in the implication. And if\n\n[03:18] you're familiar with uh the show and uh\n\n[03:20] and this character, I did not intend to\n\n[03:22] wear the same shirt as him today.\n\n[03:25] All right. So, I realized as I'm coming\n\n[03:27] down in the elevator, I really thought\n\n[03:29] about going back up and changing my\n\n[03:30] shirt. I'm like, it's too late.\n\n[03:33] Own it. Um, all right. So, I'm gonna\n\n[03:35] take you on an epic adventure. We're\n\n[03:37] gonna look at data. So, you know,\n\n[03:39] Marino, just don't get too excited. Um,\n\n[03:42] while I'm at Fox, I'm always looking for\n\n[03:44] ways to improve crawl budget. And that's\n\n[03:46] the big thing with a really big website\n\n[03:49] is it's all about crawl budget. And\n\n[03:50] honestly, since I've started doing\n\n[03:52] consulting and helping out mediumsiz,\n\n[03:53] even some smaller companies, I realized,\n\n[03:55] no, crawl budget's important for\n\n[03:56] everybody, not just the really big guys.\n\n[03:59] But with the big guys, you could, you\n\n[04:00] know, there's a lot of data happening.\n\n[04:02] So, I'm in Google Search Console. I'm\n\n[04:04] hitting the pages report and I see\n\n[04:06] something weird at the bottom of my\n\n[04:08] pages report. And probably some of you\n\n[04:09] have seen things like this on most of\n\n[04:12] your clients or on some of your clients.\n\n[04:14] There's the whole index though blocked\n\n[04:16] by robots.txt.\n\n[04:19] Let me take a quick pause. At any point\n\n[04:22] in this conversation, if anybody has a\n\n[04:23] question, wants to throw something in,\n\n[04:25] just do it. You're not going to insult\n\n[04:27] me. You're not going to break my stride.\n\n[04:28] You might bit, but I'll get myself back\n\n[04:31] on. So at the bottom of the page report,\n\n[04:33] you'll see this index but though blocked\n\n[04:35] by robots.txt\n\n[04:37] and I had never really noticed that\n\n[04:39] before and I noticed that with Fox and I\n\n[04:42] think this was Fox News. And just by the\n\n[04:44] way, people say, \"Wait, you say Fox?\"\n\n[04:45] Yeah, Fox News, Fox Business, Fox\n\n[04:47] Sports, Fox Weather, they had a whole\n\n[04:49] bunch of other things. It's actually\n\n[04:50] really they and they they have new um uh\n\n[04:54] New York Post and Wall Street Journal.\n\n[04:56] They're all under the same. It's\n\n[04:58] actually really scary how few\n\n[04:59] corporations own all the media that we\n\n[05:02] consume. It's really only a couple\n\n[05:04] corporations and all these people just\n\n[05:07] jump from company to company. So, a lot\n\n[05:09] of folks like, \"Wow, Fox is like we\n\n[05:10] never talk politics. There wasn't a like\n\n[05:12] no one cared about politics. People\n\n[05:14] cared about viewers. It was selling a\n\n[05:17] product.\" Uh, and I know that and I'm\n\n[05:19] confidently can say that because a guy\n\n[05:21] that used to be at Fox News with me a\n\n[05:23] couple years ago, he's now with MSNBC. I\n\n[05:26] mean, come on. Those are two different\n\n[05:27] ends of the spectrum. And he reached out\n\n[05:28] to me and said, \"Hey, we need some help.\n\n[05:30] We're moving over to MS now.\" Um, they\n\n[05:32] screwed it up. That's a whole different\n\n[05:33] presentation. I'll be talking about that\n\n[05:35] in spring training. Little plug for the\n\n[05:36] Samuels there. So, index blocked by\n\n[05:38] robotics. So, I'm like, \"All right, show\n\n[05:40] me what you got, Google.\" And you can't\n\n[05:42] see this. My eyesight's horrible. This\n\n[05:44] is really small. Anyways, it's these\n\n[05:46] search pages with a whole bunch of like\n\n[05:48] Chinese characters or something. I don't\n\n[05:50] know. And I'm like, \"What the heck is\n\n[05:52] this?\n\n[05:53] This is indexed. We're blocking this,\n\n[05:55] but it's indexed. This is garbage.\n\n[05:57] Google, write good content. This is not\n\n[06:00] good content. These are not good pages.\n\n[06:01] These are thin pages. And we got tens of\n\n[06:04] thousands of them indexed. So, I was a\n\n[06:06] little outraged. I clutched my pearls\n\n[06:09] and said, \"You got to be kidding me.\"\n\n[06:10] And so, I dug into a little bit more.\n\n[06:12] And yes, it's these search pages. And\n\n[06:14] so, someone was putting crap on our\n\n[06:15] search pages, getting them indexed. And\n\n[06:18] some of you know this stuff, know this\n\n[06:19] little hack. Some of you don't know this\n\n[06:20] hack. I'm going to talk a little bit\n\n[06:22] more about this in a bit, but they're\n\n[06:23] they're putting a domain in there.\n\n[06:25] They're putting something else. I never\n\n[06:26] translate that, so I don't even know\n\n[06:27] what the heck it said. I I don't care.\n\n[06:30] So,\n\n[06:36] so I'm like, \"All right, why are these\n\n[06:37] indexed?\" I started doing some digging\n\n[06:39] and I learned something. I've learned a\n\n[06:41] lot about indexation over the past five,\n\n[06:43] six years. This is from Google and it\n\n[06:46] says, \"Don't use robots txt as a means\n\n[06:49] to hide your web pages, including other\n\n[06:52] junk, from Google search results.\" Wait\n\n[06:54] a minute. Robots txt is supposed to stop\n\n[06:56] people from coming into your site.\n\n[06:58] Supposed to stop the crawler and\n\n[07:00] Google's res. Don't use that.\n\n[07:03] Here's the key. If other pages point to\n\n[07:06] your page with your descriptive text\n\n[07:09] text, Google could still index the URL\n\n[07:12] without visiting the page. Really?\n\n[07:16] Yeah.\n\n[07:20] I think that's a lie. And I'll tell you\n\n[07:21] why I think that's a lie in a few\n\n[07:23] seconds. They're definitely discovering\n\n[07:26] the URL and putting the URL in their\n\n[07:28] index, but they may not be. So, when we\n\n[07:31] think about indexing, I don't have this\n\n[07:32] slide here. I talked about this maybe\n\n[07:35] next if you guys have me back maybe I'll\n\n[07:37] talk about crawling and indexing one if\n\n[07:39] you think about crawling it there's a\n\n[07:40] whole bunch of steps there's discovery\n\n[07:43] there's crawl there's rendering\n\n[07:46] there's ranking and this is from\n\n[07:48] Google's own documentation there's\n\n[07:49] ranking and then there's serving and\n\n[07:53] that that ranking and serving people are\n\n[07:55] saying oh do I rank you might rank but\n\n[07:57] not being served it's like that's a\n\n[07:58] whole different thing so there's a\n\n[08:00] discovery and they're putting the URL in\n\n[08:02] their index But they're claiming they're\n\n[08:04] not going to the page. I don't even\n\n[08:05] think that's true. But we'll talk about\n\n[08:07] that in a few seconds. And it says, use\n\n[08:09] another message. It's a password\n\n[08:10] protection, no index. BS. Total BS. John\n\n[08:14] Mueller himself said no index.\n\n[08:18] Again, think about the levels. All a no\n\n[08:20] index is, and this is from John, and he\n\n[08:23] normally tells the truth when he's\n\n[08:25] talking about something technical. A no\n\n[08:26] index is a is simply a no serve. Google\n\n[08:30] still goes through all the other steps.\n\n[08:33] So, putting a no index on the page\n\n[08:35] thinking I'm keeping Google out.\n\n[08:37] No, you're not. Google's still crawling\n\n[08:39] that damn page anyways. Again, let's\n\n[08:41] talk about the implication.\n\n[08:45] So, who's linking to these pages? Google\n\n[08:47] says, \"Hey, we're going to go to this\n\n[08:49] page anyways if we if someone's linking\n\n[08:51] to it.\" And so, there's the referring\n\n[08:53] page down here. You can't read it.\n\n[08:54] That's okay. The the actual URL doesn't\n\n[08:56] isn't important. It's not it's not in\n\n[08:58] Google anymore. We'll talk about that in\n\n[08:59] a few seconds. So, I'm referring page.\n\n[09:01] What's this page? So, I go to the page\n\n[09:03] and I'm like, okay, I can't read any of\n\n[09:06] this. Just in case you're curious, this\n\n[09:09] was the content that that Google\n\n[09:10] Translate gave me.\n\n[09:13] And I started looking for the link. So,\n\n[09:15] where is the link with the descriptive\n\n[09:17] text? Couldn't find the link with the\n\n[09:20] descriptive text. Quite honestly, I\n\n[09:21] assumed it was someplace on one of these\n\n[09:24] on the right or there was a text or\n\n[09:26] something in there. couldn't find it.\n\n[09:28] So, I looked in the code.\n\n[09:31] This is the bottom of the page. Now, you\n\n[09:35] again, you're not gonna be able to see\n\n[09:36] it that well. By the way, you guys are\n\n[09:38] all going to get that. You know, you get\n\n[09:39] this deck. If if Dory doesn't give it to\n\n[09:41] you for some reason, then father Marino,\n\n[09:43] if he don't give it to you, then just\n\n[09:44] find me. I'll give you some contact\n\n[09:46] information. If you saw me speak like\n\n[09:48] three years ago and want the deck, I\n\n[09:50] have it someplace. I'm always happy to\n\n[09:52] share it. I got really cheesed off about\n\n[09:55] a year ago. was at SMX. They did so they\n\n[09:58] did a new SMS advance that's owned by\n\n[09:59] owned by uh SCM Rush. So it was up in\n\n[10:02] Boston. I got a free ticket. So I went\n\n[10:04] there. I'm like, \"Yeah, it was pretty\n\n[10:05] good.\" But a guy came and did a whole\n\n[10:06] presentation and like, \"Wow, this is\n\n[10:08] really cool.\" I talked to him after the\n\n[10:09] presentation and like, \"Hey, can I get\n\n[10:11] this deck?\" Because he's like rocking\n\n[10:12] through the slides. Click, click, click,\n\n[10:13] click, click. And he's like, \"Yeah, no\n\n[10:15] problem. Just reach out to me.\" I\n\n[10:16] reached out. He ghosted me. SMX goes to\n\n[10:18] me. I got contacts. I I know people\n\n[10:20] like, \"Hey, can I get this stupid deck?\"\n\n[10:22] Bottom line is I think it was total, you\n\n[10:24] know, vapor wear that he was trying to\n\n[10:26] sell people. But um so the bottom for\n\n[10:29] you guys, you can always reach out to\n\n[10:31] me. You see me in two years like\n\n[10:32] Charles, you talked about something like\n\n[10:34] two years ago. I got the deck. I'll give\n\n[10:35] it to you. Anyways, so at the end of\n\n[10:38] this as I'm finding there are about 40\n\n[10:40] or 50 links at the end of the URL. They\n\n[10:44] didn't have descriptive text. So going\n\n[10:46] back,\n\n[10:48] oh, if it has descriptive text, nope.\n\n[10:50] Not only did these links not have\n\n[10:52] descriptive text, they didn't even close\n\n[10:56] the ahref tag. It was an open a tag to a\n\n[11:00] URL. All of these URLs were search\n\n[11:04] pages. So, they were doing this to\n\n[11:06] people. At first, I thought this was an\n\n[11:08] attack on us because I'm like, \"All\n\n[11:09] right, we got somebody that doesn't like\n\n[11:11] us. Fox is evil. Whatever. They're\n\n[11:12] trying to hurt us.\" Nope. They couldn't\n\n[11:14] care less. There was no politics or\n\n[11:15] anything involved. This is just someone\n\n[11:17] doing some mass injection.\n\n[11:21] Very lazy about it. And it worked.\n\n[11:26] Yeah. So Simon's like, you know, I'm,\n\n[11:29] you know, I'm lazy and I'm cheap. Well,\n\n[11:30] there you go. Maybe it was Simon. I\n\n[11:31] don't know. But\n\n[11:34] and then at the footer of their page,\n\n[11:37] there was hidden cross-linking to other\n\n[11:39] pages in the network. So, I did a little\n\n[11:42] bit of digging, and by a little bit of\n\n[11:44] digging, I mean I did the bare minimum\n\n[11:46] of copy and pasting and found a whole\n\n[11:48] darn network. So, I was outraged.\n\n[11:51] Absolutely outraged.\n\n[11:54] And all the sites appeared legitish. You\n\n[11:57] know, I was like, okay, this didn't look\n\n[11:58] like a spam site. There was nothing\n\n[12:00] about it when you looked at all the\n\n[12:01] different sites that said this is spam.\n\n[12:04] Um, it looked like it might be just\n\n[12:06] someone trying to do their own news\n\n[12:07] networks or maybe something. didn't\n\n[12:09] really have much in the way of affiliate\n\n[12:10] links or anything like that. So, it\n\n[12:12] didn't really ring any bells to me when\n\n[12:14] I was originally when I was looking at\n\n[12:15] the pages.\n\n[12:18] So, I talked to Google. Now, let me\n\n[12:20] explain something. When you work at So,\n\n[12:22] all of us, if we've ever had PPC before,\n\n[12:26] how many different PPC\n\n[12:28] account reps do you get contacted from\n\n[12:31] in a week or a month or a year? And\n\n[12:34] they're all different and they all have\n\n[12:36] varying degrees of of of command of the\n\n[12:39] English language. And it's really a bad\n\n[12:41] look for the company, I would say,\n\n[12:43] that's trying to get money from people.\n\n[12:44] When you are Lexus, Verizon, Fox, you\n\n[12:49] get one rep. That rep doesn't change.\n\n[12:52] That rep for me was six blocks away. We\n\n[12:54] got invited to the office a couple\n\n[12:55] times. They were very helpful. And when\n\n[12:59] I was with Fox, especially, this was\n\n[13:01] around the time, so it's several years\n\n[13:02] ago. This is around the time Google\n\n[13:04] started actually laying people off. So\n\n[13:06] all these project managers who had\n\n[13:09] specific features in the search engine,\n\n[13:12] they needed large companies to start\n\n[13:15] doing things that would benefit these\n\n[13:17] features. So I started talking to all\n\n[13:19] these people came and started talking to\n\n[13:21] me and say, \"Hey, you should do this and\n\n[13:22] you should do that.\" And I learned\n\n[13:25] something years ago. Most of the\n\n[13:27] enterprise SEOs I've worked with,\n\n[13:31] they're not SEOs. And it's not like me.\n\n[13:33] It's like, oh, they, you know, oh, he\n\n[13:34] doesn't know SEO, she doesn't know SEO.\n\n[13:36] They're just not SEOs. They're managers.\n\n[13:38] They're managers that are given SEO is\n\n[13:40] their thing that they have to manage.\n\n[13:42] They deal, and I don't know how you\n\n[13:43] manage something without knowing\n\n[13:44] anything about it, but corporate America\n\n[13:46] is full of people managing things they\n\n[13:49] know nothing about and they have no\n\n[13:51] skills. And the excuse they'll tell you\n\n[13:53] is like, well, I'm a professional\n\n[13:54] manager. It is terrifying.\n\n[13:57] You want to know why these companies end\n\n[13:59] up laying off 13,000 people after a\n\n[14:01] couple years? It's because of like\n\n[14:03] negligent mismanagement. So anyways, uh\n\n[14:07] they would come and talk to us and I\n\n[14:08] learned that smart is dumb, dumb is\n\n[14:13] smart. I do not want to be a\n\n[14:16] sophisticated SEO when these people from\n\n[14:18] Google come and talk to me. I start\n\n[14:19] talking canonical tags and this like\n\n[14:21] they're going to lock down. They're\n\n[14:23] going to be quiet.\n\n[14:25] So, I'm just a manager. And so, when\n\n[14:27] someone came to me and started talking,\n\n[14:28] it's funny, uh, Marlene was talking\n\n[14:30] about, you know, video search. I had the\n\n[14:33] people that were in charge of putting\n\n[14:34] video into the Google Surf come and talk\n\n[14:36] to me. And they're trying to convince us\n\n[14:38] to do Google uh to do video. And so, I\n\n[14:40] asked them some questions and they're\n\n[14:42] like, \"Okay, you have to do this.\" Like,\n\n[14:43] what do you mean by that? Well, you want\n\n[14:44] to make sure you have a site map. Oh, we\n\n[14:46] have a sitemap. I I know what they were\n\n[14:48] going to say. They're talking about a\n\n[14:49] video sitemap. And I know we have a site\n\n[14:51] map. Oh no, you need a video sitemap. A\n\n[14:52] video sitemap. I actually like I don't\n\n[14:54] know why I I didn't I couldn't say the\n\n[14:57] word video. So because I because again\n\n[14:59] dumb is smart. And so now I'm just\n\n[15:01] another dumb SEO manager and they've got\n\n[15:03] to explain things to me and they're\n\n[15:05] like, \"Oh.\" And oh yeah, yeah. You know\n\n[15:07] what? I do remember seeing that. I was\n\n[15:08] looking in some Google documentation and\n\n[15:11] it says I can embed the player or put\n\n[15:13] the or put a link to the video. And\n\n[15:15] immediately the person says, \"No, don't\n\n[15:17] embed the player.\" So there you go. If\n\n[15:19] you're doing video, the documentation,\n\n[15:22] Google documentation says you can embed\n\n[15:23] the player or you can put a link to the\n\n[15:25] video file. Put a link to the video\n\n[15:28] file. Now, why? Because they have AI\n\n[15:30] that wants to crawl the video files. I\n\n[15:33] know this because we own Tuby. And I use\n\n[15:36] that as a little bit of a carrot. I'm I\n\n[15:38] can be a bit of a bastard. I'm a really\n\n[15:39] nice guy, but I can be a little sneaky\n\n[15:41] if I need to be. And I use Tuby as a\n\n[15:43] carrot for these guys for months. I\n\n[15:45] dragged them on and because they wanted\n\n[15:47] to crawl all of our Tuby assets. That's\n\n[15:50] all of our movies and videos. So yeah,\n\n[15:52] so Fox owns Tuvi by the way. So if you\n\n[15:53] watch Tuby, it's it's again one there's\n\n[15:56] only like three or four companies that\n\n[15:57] own all media in this in this country in\n\n[15:59] the world probably. But anyways, um so I\n\n[16:02] use that as a as a little bit of a a\n\n[16:03] little bit of a stick. And then the guy\n\n[16:04] that was over there, he's like, \"What do\n\n[16:05] I do? We can't give them access to all\n\n[16:07] of our movie data.\" I'm like, \"Just make\n\n[16:10] a file and put, you know, put the\n\n[16:11] previews and the trailers and stuff in\n\n[16:13] there.\" the bot doesn't freaking know\n\n[16:14] what it's what it's looking at and the\n\n[16:16] people aren't checking the data. So\n\n[16:18] anyways, so they I so that was kind of\n\n[16:20] cool. So I told them all about this hole\n\n[16:22] I found and I'm like, \"Hey, I found this\n\n[16:24] weird thing.\" And I showed them and they\n\n[16:28] couldn't have cared less. I tried to\n\n[16:30] make the guy in the AI picture look like\n\n[16:31] he cared less. This guy cares more than\n\n[16:34] Google cared when I told him about a\n\n[16:36] problem with their algorithm. They\n\n[16:38] couldn't have. So everyone who thinks,\n\n[16:40] \"Oh, I found this hole and Google's\n\n[16:42] looking for these holes.\" Google ain't\n\n[16:43] looking for holes. Google could care\n\n[16:45] less. They just don't care.\n\n[16:49] All they did\n\n[16:51] is the one site that I gave them as I\n\n[16:54] put together I probably put together a\n\n[16:56] little too much information. I put\n\n[16:57] together a little package to explain\n\n[16:58] them. All they did is they took the one\n\n[17:00] site. It got knocked out of the index.\n\n[17:02] The rest of the the rest of the network\n\n[17:05] still there to this day. Still index,\n\n[17:08] still working just fine. So I did knock\n\n[17:10] one page out of the index. So I narked\n\n[17:12] on them and and I got it. So if it was\n\n[17:13] your site anyone out there, I apologize.\n\n[17:15] Um\n\n[17:17] I thought I was doing right by the\n\n[17:19] world. So um doesn't matter because no\n\n[17:22] one cares. Uh where was I? D\n\n[17:26] Google doesn't care. I got them. The\n\n[17:27] only thing that happened though is I\n\n[17:29] think I flew too close to the sun. Um\n\n[17:31] and I'm going to blame Dory for this\n\n[17:33] one. Uh because I did a presentation. I\n\n[17:36] met up with Ted and Lee and they asked\n\n[17:38] me to get on Fight Club. I think someone\n\n[17:40] from Google somehow somebody found me on\n\n[17:43] Fight Club and said, \"Hey, that guy\n\n[17:44] you're talking to.\" Uh he's not an\n\n[17:47] idiot. He's on Fight Club and he talks\n\n[17:49] he's always talking about SEO because\n\n[17:51] about six months after I joined Fight\n\n[17:53] Club, they changed Google reps on us.\n\n[17:57] And the girl they gave us was the she's\n\n[18:01] not she was not very clever\n\n[18:04] and she was useless and nobody ever\n\n[18:06] talked to me ever again after they\n\n[18:08] changed rents. So I'm like all right I\n\n[18:10] got busted.\n\n[18:13] This tickled my memory though. So people\n\n[18:15] injecting things into our into our uh\n\n[18:17] into our site onto our search pages. It\n\n[18:20] kind of I I'm like why there was I like\n\n[18:23] puzzles. I love doing physical puzzles\n\n[18:26] because I like putting different pieces\n\n[18:28] together. And I think that's maybe why\n\n[18:31] I've kind of been, you know, reasonably\n\n[18:33] successful in SEO is I'll I'll hear I\n\n[18:35] know I'll hear Chad say something. I'll\n\n[18:37] hear Brian say something. I'll hear Jose\n\n[18:39] say something. I'll hear somebody\n\n[18:41] everybody will say something and I'll\n\n[18:42] take like a piece and be like, \"Huh?\"\n\n[18:45] Like there were so many little things\n\n[18:46] like Brian W. like he said a whole bunch\n\n[18:48] of little things yesterday. I was like,\n\n[18:50] \"Huh, I wonder how that fits into this\n\n[18:52] other thing that I saw or this other\n\n[18:54] thing I've seen in my past.\" So, this\n\n[18:57] tickled my memory and it reminded me one\n\n[18:59] of the first things I did when I I So,\n\n[19:02] this is a log file. So, Marina talked\n\n[19:04] about big data and I don't I don't This\n\n[19:07] was back when I was still editing stuff.\n\n[19:09] This is Wednesday the 20th 12. So this\n\n[19:12] is like an entire day and this was for\n\n[19:16] our in an index that an XML file and\n\n[19:19] these were 301's. I know they are 301's\n\n[19:21] because of the color. This came out of a\n\n[19:23] tool that was uh data dog I think was\n\n[19:25] name of tool. If you got a big site,\n\n[19:27] data dog is an amazing tool to bring\n\n[19:29] data in and it is not easy to work with,\n\n[19:32] but it's amazing the data you can get.\n\n[19:35] See, so this is all the log file. was\n\n[19:36] just Google hitting our XML file or\n\n[19:39] these XML files that were old, pounding\n\n[19:42] the crap out of it. When I showed my\n\n[19:43] network guys this because one of the\n\n[19:45] guys, we got along really well and I was\n\n[19:46] showing him like this is almost like a\n\n[19:48] denial of service attack on us. It's\n\n[19:49] like Google's hitting our page so damn\n\n[19:52] hard. This is a 301\n\n[19:54] on a page that hasn't existed for years.\n\n[19:58] Years that page has Google keeps hitting\n\n[20:00] it over and over and over again.\n\n[20:03] And when I look at it, you can see it\n\n[20:05] was a it was a news index. And there\n\n[20:07] were actually two index XMLs. And again,\n\n[20:10] you probably can't see it, but if you\n\n[20:11] look here, the bottom here is 105153.\n\n[20:14] The top is 10353.\n\n[20:17] So in two minutes, whatever that is, 20\n\n[20:18] hits to our server on a file that's\n\n[20:21] 301ing.\n\n[20:22] Remember, if it 301's, we're going to\n\n[20:24] stop following it eventually. Now, you\n\n[20:26] know, you follow it forever.\n\n[20:28] But why why are they following it\n\n[20:30] forever?\n\n[20:32] Well, so I did a little searching. How\n\n[20:33] did Google find this file? And there\n\n[20:35] were two files. How did you know where\n\n[20:37] did Google find this file? And you you\n\n[20:39] can't see it, but that's okay. I'm happy\n\n[20:41] to share. Search engine.com did an\n\n[20:43] article in 2009. This I found all this\n\n[20:47] stuff. I worked at Fox. I got I I\n\n[20:49] started working there in 2021. So I\n\n[20:52] can't remember the exact year I found\n\n[20:53] this. It was probably 21, maybe the\n\n[20:55] beginning of 22 at the most. That was a\n\n[20:58] long time. 2009 to 2021.\n\n[21:01] So 10 years later and in this article so\n\n[21:05] going back in time 2029 2009 I mean uh\n\n[21:09] was it what's the guy Rubert Barack was\n\n[21:11] whining Google's you know doesn't like\n\n[21:13] us and is you know banning us or shadow\n\n[21:15] whatever he was I don't but and then\n\n[21:18] search engine land did an article and\n\n[21:20] said oh no Fox News has a robots.txt txt\n\n[21:25] and they point to a sitemap. And it's\n\n[21:27] funny if you read this part in here says\n\n[21:29] therefore they're doing SEO, which I\n\n[21:31] just found amazing that search engine\n\n[21:33] land thinks having a robust.txt and\n\n[21:35] pointing to a sitemap.xml makes you an\n\n[21:37] SEO, which I stopped trusting their\n\n[21:39] advice once I read that. Um, so in their\n\n[21:42] article they have they just took our,\n\n[21:45] you know, our old XML, put it in here,\n\n[21:49] and I'm like, \"All right, but this is\n\n[21:50] just a text. There's a link.\" So, I went\n\n[21:54] into the code. I'm a clever SEO. I went\n\n[21:56] into the code and I searched just text.\n\n[22:00] No link.\n\n[22:03] So, let that sink in for a second. There\n\n[22:06] was no link. Google discovered that and\n\n[22:09] followed it.\n\n[22:14] Fire away.\n\n[22:27] I'll repeat your question.\n\n[22:29] Sean said he's seeing that as well with\n\n[22:31] just name, address, phone number. So the\n\n[22:33] app\n\n[22:57] See?\n\n[23:09] Yeah.\n\n[23:18] Yeah.\n\n[23:18] Yeah. Just text mentions and on top. So\n\n[23:21] this is not so what you're seeing is not\n\n[23:24] new. This is not new. And I'll say I'll\n\n[23:26] say that because like 10 years ago my\n\n[23:28] brother-in-law his his boss got busted\n\n[23:31] and went to jail for some stuff. My\n\n[23:33] brother-in-law wasn't involved. So just\n\n[23:34] full disclosure how's a good guy. Uh but\n\n[23:37] so he's like now he's out of a job\n\n[23:38] because his boss went to jail. And so he\n\n[23:41] did his own contract. He was a\n\n[23:42] contractor. He just he started doing his\n\n[23:44] own work, made a little website, and my\n\n[23:46] wife comes to me like, \"Hey, can you\n\n[23:47] help out?\" You know, I'm like, \"Yeah,\n\n[23:48] he's a decent guy. He's never really\n\n[23:50] pissed me off or anything.\" So, I happy\n\n[23:51] to help him out. Made him a little one\n\n[23:52] pager and got him into, you know, the\n\n[23:54] GBP. Didn't really rank. I wasn't going\n\n[23:56] to spend that much time on um and then\n\n[23:58] one day I realized I said, \"Let me see\n\n[24:00] if I can help him out a little bit\n\n[24:01] more.\" I went to his website and his\n\n[24:03] contractor number, so he's in Rhode\n\n[24:04] Island. His contractor number I found a\n\n[24:06] page on the government site that had his\n\n[24:09] name address. It was the road it was a\n\n[24:10] Rhode Island government site and it\n\n[24:12] said, \"Hey, his name and address and his\n\n[24:14] his contractor license number, whatever\n\n[24:17] was in there.\" So, I put his license\n\n[24:18] number on his website and I linked that\n\n[24:21] to the government page. Boom. GBP ranked\n\n[24:24] number one.\n\n[24:26] There were no links. So to to Sean's\n\n[24:28] point, you get that that just that\n\n[24:31] mention, that brand and nap mention,\n\n[24:33] Google understood that they found his\n\n[24:36] name, address, and phone number on a\n\n[24:38] government site about contractors and\n\n[24:40] said, \"That's important.\" That's all I\n\n[24:42] did. I mean, that's all I did. So,\n\n[24:46] stepping back, going back, hey, remember\n\n[24:48] this page? This was our search page.\n\n[24:49] Someone figured out how to inject some\n\n[24:51] content in it. And there's a little part\n\n[24:54] up here. It has uh h hot tkr.com.\n\n[24:58] I'm not going to say it out loud just in\n\n[24:59] case it's an aneemonic. I'm not\n\n[25:01] realizing what I'm saying. So, but\n\n[25:02] there's a domain in there. I'm like,\n\n[25:03] \"Huh, are they trying to get domains?\n\n[25:05] What were they trying to do?\" And I'm\n\n[25:07] like, \"All right, well, you know, Ted\n\n[25:09] talks about this all the time on if they\n\n[25:11] can do it, why can't I do it?\"\n\n[25:14] So, I went and I scraped their site. I\n\n[25:16] got all the search page. I got found all\n\n[25:18] the sites. There were 40 plus sites that\n\n[25:20] would allow me to do search. There's a\n\n[25:22] lot more sites than that, by the way.\n\n[25:23] But regardless, I found out it's 40\n\n[25:25] sites\n\n[25:27] and then\n\n[25:29] so this is what example of what I was\n\n[25:30] thinking like what if I put a domain. So\n\n[25:33] just test domain.com search page. So\n\n[25:35] here was one CNN.com I could do it too\n\n[25:37] and Eventbrite you could do it too. I'm\n\n[25:39] like okay so time to test. So I took\n\n[25:44] not G sheets sorry Brian I took Excel. I\n\n[25:48] know that's our original love. Yes.\n\n[25:50] That's the that's our first um so I said\n\n[25:53] all right let me see if I can rank the\n\n[25:55] word swan baron and I was so I had a\n\n[25:58] little tool that gives you these like\n\n[25:59] random words and the most frustrating\n\n[26:01] thing about testing was I would take a\n\n[26:03] random word I plug it in and it would\n\n[26:05] actually be a word and I'm like and then\n\n[26:08] Leo always just put a number in there\n\n[26:09] I'm like no words don't have numbers in\n\n[26:10] them I can't do that. Um yeah that\n\n[26:13] doesn't make any sense but I'm still in\n\n[26:15] my head. So, I was sure when it gave me\n\n[26:17] swan baron, I checked. I'm like, \"Okay,\n\n[26:19] it's going to say swanberries for sure.\"\n\n[26:20] It didn't. Uh, that was a surprise. Um,\n\n[26:23] so what I did is I I went a little\n\n[26:24] overboard on this. It should have been a\n\n[26:26] simple will it index test, but I'm like,\n\n[26:27] \"No, I got to learn something.\" So, I\n\n[26:29] created 10 different variations of the\n\n[26:31] page. I had orphan internal and then\n\n[26:33] different ways of linking to the search\n\n[26:35] pages. So, I had these search pages out\n\n[26:37] there. I got, you know, what if I, you\n\n[26:39] know, what if I just do the search\n\n[26:40] pages? Will Google find them? What if I\n\n[26:41] do this? What if I do that? I had search\n\n[26:44] links going to search links. yada yada\n\n[26:45] yada. So\n\n[26:47] made the again using Excel I just made\n\n[26:49] the page with a s a simple you know\n\n[26:51] concatenate or whatever. Um\n\n[26:55] what do you know like within a week or\n\n[26:57] two page seven ranked for swan baron and\n\n[27:01] actually and it was interesting the su\n\n[27:02] as soon as something ranked Google\n\n[27:04] started giving me a um a local pack.\n\n[27:10] So there's something else there. I never\n\n[27:11] went that down that rabbit hole. But\n\n[27:13] that's like that's one of those things\n\n[27:14] that's kind of been sitting in the back\n\n[27:15] of my head that suddenly we went from\n\n[27:20] I've never heard this word because\n\n[27:21] there's no results to here's a page for\n\n[27:25] you. Oh, and here's some local results,\n\n[27:26] too. So, that's floating around back\n\n[27:30] there. Someday it'll pepper back up. The\n\n[27:32] the the takeaway from this test was that\n\n[27:35] I think I just found a Google Fiverr gig\n\n[27:38] that was, you know, decent. Sorry, it\n\n[27:40] wasn't legit. I apologize. Um, so I was\n\n[27:43] like, that's one of the reasons why I\n\n[27:44] started using money robot. I'm like,\n\n[27:45] well, if the money robot worked, you\n\n[27:46] know, then all right,\n\n[27:48] real scientific this decision. It's\n\n[27:50] like, all right, can it push a real\n\n[27:52] page? All right, that was a fake page.\n\n[27:54] It was all just fun. What would happens\n\n[27:56] if I do this like for real? Um, so Fox\n\n[28:01] Weather had been launching and they had\n\n[28:03] a bunch of weird philosophies when they\n\n[28:06] launched their site. I'll tell you this.\n\n[28:07] See, this is so just to tell you guys\n\n[28:09] this is deck has been like two years in\n\n[28:11] the making. I've been s on this for a\n\n[28:13] while and I'm like I don't feel right\n\n[28:14] talking about this now. I have no\n\n[28:16] problem talking about all this crap. So\n\n[28:17] the funny thing with Fox Weather when it\n\n[28:19] first launched, I started there at\n\n[28:20] launch like three months after I started\n\n[28:22] and they were telling me, \"Oh no, we're\n\n[28:24] just going to do news about the\n\n[28:26] weather.\" Like so wait a we're gonna\n\n[28:28] have a weather site that's not going to\n\n[28:30] give the weather. That doesn't make a\n\n[28:32] lot of sense. I said and I'm like plus\n\n[28:34] like web pages people like there's a lot\n\n[28:36] of traffic in you know Dallas Fort Worth\n\n[28:39] weather you know Dallas weather you know\n\n[28:42] New Jersey weather like there's a lot of\n\n[28:43] traffic out there why are we to know we\n\n[28:45] don't want that tra I was I was actually\n\n[28:47] told that's the weird thing you're going\n\n[28:49] to hear in enterprise we don't want that\n\n[28:50] traffic I've been told that so many\n\n[28:52] times we don't want that traffic what do\n\n[28:55] you mean you don't want traffic most of\n\n[28:56] us like s our arms off just to get a\n\n[28:58] little bit of traffic and these guys\n\n[29:00] like no we don't like that traffic\n\n[29:01] that's not Not good enough for us. All\n\n[29:03] right, whatever. So, will it push this\n\n[29:06] page? So, I did the same thing. Took my\n\n[29:08] pages and you can't see it, but it's\n\n[29:10] just, you know, foxware.com\n\n[29:12] uh I forget what it is. Air quality map.\n\n[29:16] And so, hrefs, who's talking about I\n\n[29:20] think Marina was talking about, you\n\n[29:21] know, boost nature\n\n[29:23] that can everybody see that chart to the\n\n[29:25] right hand side?\n\n[29:27] There were no links. These were search\n\n[29:30] pages. This was text.\n\n[29:32] So, I manipulated hrefs.\n\n[29:35] I wasn't intending to do that, but it's\n\n[29:37] interesting the things you've learned\n\n[29:38] when you do tests. I find when I do a\n\n[29:40] test, I never or I rarely learn the\n\n[29:42] thing I was trying to learn, but I learn\n\n[29:44] all these weird ancillary things.\n\n[29:48] Here was the really interesting, the\n\n[29:50] results. So, yesterday, who said I'd\n\n[29:53] rather have a consistent 20 than jumping\n\n[29:56] in and out of the index? Well, look what\n\n[29:58] it did. this page was jumping in and out\n\n[30:00] of the index and then suddenly boom,\n\n[30:02] Google's like, \"All right, I'm pretty\n\n[30:04] cool with this page. I'll keep it.\"\n\n[30:05] Well, did it increase the ranking? No,\n\n[30:07] it did not increase my rank, but I'd\n\n[30:09] started ranking very consistently.\n\n[30:12] Interesting.\n\n[30:14] Pretty pretty interesting.\n\n[30:17] And then they nicely asked me to leave\n\n[30:18] the company. No relation to the tests I\n\n[30:21] was doing. Uh\n\n[30:23] so my I had a whole year-long kind of an\n\n[30:26] analyze data. I was going to try\n\n[30:27] something else and they and so I'll tell\n\n[30:29] you everybody kind of the like the fun\n\n[30:31] little backstory to this. So one of the\n\n[30:33] things I did not know when I started\n\n[30:35] working there well I did know this one\n\n[30:36] guy from the editorial team did not like\n\n[30:39] me for some reason. I don't know how you\n\n[30:41] can't like me. I'm a wonderful guy. He\n\n[30:43] didn't like me. He it was like\n\n[30:46] yeah he didn't like me. What I learned\n\n[30:48] and this is what you learn in in uh\n\n[30:50] enterprise is that there's always a\n\n[30:52] million teams and I'm never the only\n\n[30:55] SEO. Well, I am the only SEO, but I'm\n\n[30:58] never the only SEO team. And the and\n\n[31:00] it's always a battle with other teams,\n\n[31:02] and that is exhausting. That's why I\n\n[31:04] don't last more than four or five years\n\n[31:06] in any larger organization because I can\n\n[31:08] only handle the interfighting so much. I\n\n[31:11] love working with other SEOs. I love\n\n[31:12] collaborating. You show me something\n\n[31:14] that I don't know or you tell me how I'm\n\n[31:17] wrong about something. So, for example,\n\n[31:19] I\n\n[31:20] happily went on Fight Club and say,\n\n[31:22] \"Yeah, lms.txt. I couldn't get it to\n\n[31:24] crawl. they're worthless. Brian comes\n\n[31:26] out and dropped some knowledge on me\n\n[31:28] yesterday. I'm like, \"All right, I'm\n\n[31:30] going back to the drawing board and I'm\n\n[31:31] going to look at this again because I\n\n[31:32] might have been totally wrong about\n\n[31:34] that.\" And that's exciting to me.\n\n[31:36] Finding out, not just learning something\n\n[31:37] new, but finding when you're like\n\n[31:39] totally wrong about something. I like\n\n[31:41] that because it messes with my paradigm\n\n[31:43] a little bit and I kind of like that.\n\n[31:45] So, what I learned is that the editorial\n\n[31:46] team thought they should be in charge of\n\n[31:48] SEO and they hated me from day one. And\n\n[31:51] here was really the death. Now what\n\n[31:54] ended up happening in the organization\n\n[31:56] this was you know pretty large\n\n[31:58] organization is before any technical\n\n[32:02] thing was done before any new anything\n\n[32:04] was changed on the website before the\n\n[32:07] systems guys changed anything and then\n\n[32:10] what eventually happened is before the\n\n[32:12] editorial team changed one of their\n\n[32:13] practices everybody would ask have you\n\n[32:16] spoken with Charles first that is not\n\n[32:20] what you like that sounds like oh that's\n\n[32:21] really cool No, that's not good in a\n\n[32:23] large organization because you paint a a\n\n[32:26] target on your back. And I was the first\n\n[32:28] in the in the product team to get let\n\n[32:29] go. Uh they gave me actually they gave\n\n[32:31] me a nice little package. So it wasn't\n\n[32:32] too bad, but it still annoys me. And\n\n[32:35] then the the icing on the cake is the\n\n[32:37] guy who my boss who actually g who\n\n[32:40] actually gave me the the good news. Uh\n\n[32:42] like six months later, he got axed and\n\n[32:44] like the entire organization got axed.\n\n[32:46] So a little bit of karma. So I was happy\n\n[32:47] about that. So as far as I'm concerned,\n\n[32:49] great freedom. I ain't got no strings on\n\n[32:51] me anymore. So now I'm on my own and I\n\n[32:53] don't know if I'm going to go back.\n\n[32:54] Maybe I will. You can always get another\n\n[32:55] job. Yay. Right.\n\n[32:58] So that was fun, but so what? I have no\n\n[33:00] idea how much time I have left. Like 20\n\n[33:03] minutes, I think. Okay, cool. We got\n\n[33:05] lots of time for questions that you guys\n\n[33:06] have. So that was fun, but so what? Like\n\n[33:09] who cares?\n\n[33:11] Remember, it's the implication.\n\n[33:14] So we've learned a bunch of cool things.\n\n[33:16] So do you want to run out and get a\n\n[33:17] bunch of search pages and you know spam\n\n[33:19] sites using search pages? You can do\n\n[33:20] that actually. And there's actually some\n\n[33:22] fun things you can do with that that\n\n[33:24] have nothing to do with links. But we've\n\n[33:26] learned some things now. We understand\n\n[33:28] how Google works. What do we know? We\n\n[33:30] know that robots.txt does not keep\n\n[33:33] Google out of parts of your website.\n\n[33:36] It works, but not if there's links to\n\n[33:38] it. So,\n\n[33:42] fast forward to July 2025.\n\n[33:45] Total FOMO on this event. Fear of\n\n[33:47] missing out. Not even fear of missing\n\n[33:48] out. just totally I just missed out on\n\n[33:50] this one. This was in like Bangkok or\n\n[33:52] Singapore or something like that. You're\n\n[33:53] not getting me on a plane going over the\n\n[33:55] Pacific. I've seen Lost. It Yeah, I've\n\n[33:58] seen Lost. I've seen Castaway. Yeah. No,\n\n[34:00] I'm not doing that.\n\n[34:03] Although, I would be curious how long\n\n[34:05] I'd like to how long I could survive. I\n\n[34:07] like to think I'd live, but I'd probably\n\n[34:09] die like in a week. Um\n\n[34:12] I've seen a version. So, they had an\n\n[34:14] event. They be in Google. uh search deep\n\n[34:18] dive, Google search deep dive or\n\n[34:20] something like that. The second they\n\n[34:22] come to the US, all of you drop what\n\n[34:24] you're doing and go to this darn event.\n\n[34:26] It was a three-day event. I I can share\n\n[34:28] the the link to I I went out and I troll\n\n[34:31] I I went out and I just I scanned the\n\n[34:34] internet. I found all the articles where\n\n[34:38] people took all the pictures of the\n\n[34:40] decks and I've even fig like a like you\n\n[34:43] know I I have like it's a puzzle. I even\n\n[34:45] tried to figure out which slides were\n\n[34:48] first and try to order their slides. It\n\n[34:50] does no one says any place, but I really\n\n[34:51] wanted to figure it out. I have no\n\n[34:53] context on a lot of the slides, but\n\n[34:55] there were some really really\n\n[34:56] interesting nuggets in their slide and\n\n[34:58] it was three days and Google was like\n\n[35:00] showing you under the petticoat and\n\n[35:01] everything. I don't know if they're ever\n\n[35:02] going to do this again. I think they\n\n[35:04] realized they said too much. I don't\n\n[35:05] know. But anyways,\n\n[35:08] it was I don't remember search. It was\n\n[35:11] uh it was deep dive search console deep\n\n[35:15] dive.\n\n[35:17] I will find it was SC CDD search console\n\n[35:21] deep dive or search no search central\n\n[35:23] deep dive. I'll find it. I'll send\n\n[35:26] everybody a link. I'll I'll put it up\n\n[35:27] and and share it in our little Rockstars\n\n[35:32] app or something. Um\n\n[35:35] yeah, search console deep dive. It had\n\n[35:37] like a really long name. It was Google\n\n[35:40] search console deep dive Bangkok 2025 or\n\n[35:43] or something like that. But it was over\n\n[35:45] the summer. It was really good\n\n[35:46] information. I saw this deck. This was\n\n[35:50] part of their presentation. I've seen\n\n[35:52] something similar to this before about\n\n[35:54] seven or eight years ago in a Google IO.\n\n[35:56] They had a similar deck saying what\n\n[35:59] links they can follow, what links they\n\n[36:01] can't follow. Why would Google say this?\n\n[36:03] Because they're saying, \"Hey, if you\n\n[36:05] want us to discover a page, this is the\n\n[36:06] code you use. If you use this code,\n\n[36:09] well, we can't discover the page.\n\n[36:11] Interesting. So, if I do this, you can't\n\n[36:15] follow my link.\n\n[36:18] I learned that when I was with Verizon.\n\n[36:20] So, when we did when we went from\n\n[36:21] Verizon Warehouse over to Verizon.\n\n[36:24] Um,\n\n[36:26] I love working with other\n\n[36:28] vendors.\n\n[36:30] And the Adobe people came and said,\n\n[36:33] \"When you do your migration,\" and I did\n\n[36:34] a whole thing on migrations. I'm not\n\n[36:36] going to get into it deep here, but look\n\n[36:38] up, you know, buy the by the\n\n[36:42] by the whatever it is, by the thing\n\n[36:43] where you can see all the decks and it's\n\n[36:44] in 2023. It was a good one. Um, but\n\n[36:47] anyways, when I was doing I gave I gave\n\n[36:50] this story I'll give you like the very\n\n[36:51] quick synopsis of it. When I was doing\n\n[36:53] this, I I wanted to do a migration and\n\n[36:55] that the Adobe people were like, \"Oh,\n\n[36:57] we're going to lose all of your there\n\n[36:58] was something about losing the tracking\n\n[37:00] or whatever.\" So, the Adobe folks said,\n\n[37:01] \"You need to put a parameter at URL.\"\n\n[37:04] like what exactly do you want us to do?\n\n[37:06] Oh, we're going to re we're going to 301\n\n[37:08] redirect from verizon wireless.com yada\n\n[37:09] yada yada to verizon.com yada yada yada\n\n[37:12] parameter. I'm like uh I don't like the\n\n[37:14] sound of that. I don't like the sound of\n\n[37:16] that at all. Like and then they and they\n\n[37:18] did my favorite thing that I love other\n\n[37:20] we talked to our SEO guy and he says\n\n[37:23] it's no problem. Yeah. Well, if your SEO\n\n[37:24] guy even exists, he's full of It's\n\n[37:26] a problem. So, I went through I said and\n\n[37:30] I just that was one of and again this is\n\n[37:31] why I don't last super long at these\n\n[37:32] large corporations. I just put my foot\n\n[37:34] down. said, \"No, we're not doing that.\"\n\n[37:35] And nobody in large corporations makes\n\n[37:38] decisions. And we were just talking\n\n[37:39] about it at breakfast today. There are\n\n[37:41] no decision makers.\n\n[37:43] Everyone's part of a team. Why? Because\n\n[37:45] when you make a decision, you might be\n\n[37:47] wrong. And being wrong is dangerous. You\n\n[37:49] don't ever want to be wrong. Hey, who\n\n[37:51] made this decision? Dory did. Well, she\n\n[37:53] was wrong. Let's get her right. Like\n\n[37:55] that's that's the philosophy. That's\n\n[37:56] really the fear. What I found is that's\n\n[38:00] not true. Nobody you've got once you get\n\n[38:04] like to the senior director and or like\n\n[38:07] junior VP level and higher. The problem\n\n[38:09] these people have is they spend all\n\n[38:10] their day literally just literally\n\n[38:12] jumping from meeting to meeting. They're\n\n[38:14] dropping meetings. I can't get to this\n\n[38:16] meeting. I'll go to this meeting\n\n[38:16] instead. They are hungry starving for\n\n[38:21] people to make a damn decision because\n\n[38:24] all they do is sit on these meetings or\n\n[38:25] people go around in circles. So that\n\n[38:27] helped me a lot until you get to a\n\n[38:30] certain level and then it doesn't help\n\n[38:32] so much. So anyways, um, so I said, \"No,\n\n[38:37] we're not going to.\" I talked to a dev\n\n[38:38] and actually this guy is real clever.\n\n[38:40] What he did is he used JavaScript to\n\n[38:42] inject the parameter. I ran a test. I'm\n\n[38:44] like, \"Google never sees the parameter\n\n[38:46] if you do it that way.\" Genius move.\n\n[38:49] That's the way we did it. Um, and that\n\n[38:51] kind of stuck in the back of my head for\n\n[38:53] a while. And then I saw that slide and I\n\n[38:54] saw this slide. So Google doesn't it\n\n[38:56] says they can't extract basically what\n\n[38:59] can Google extract href whether it's\n\n[39:02] relative or not an explicit URL. Well we\n\n[39:05] know that's true. Google can extract\n\n[39:07] Google claims they can extract a\n\n[39:10] relative.\n\n[39:12] This is the first time I'm seeing him\n\n[39:14] say this. I don't believe that. I had\n\n[39:17] the flu and the sinus infection over the\n\n[39:19] over the Christmas break. So I didn't\n\n[39:21] get a chance to test it. I I started my\n\n[39:22] test a week ago. I just checked my logs\n\n[39:25] last night. Google still hasn't found my\n\n[39:27] relative text link yet. So, I don't know\n\n[39:30] if that means Google just doesn't like\n\n[39:32] my site. I pinged the crap out of it\n\n[39:33] with all the indexers. That's a whole\n\n[39:35] different presentation on one's working.\n\n[39:37] There's a lot of indexers that don't\n\n[39:38] work. By the way, guys, be careful who\n\n[39:39] you get the money to. Check your log\n\n[39:41] files. If you don't know how to check\n\n[39:42] your log files, come talk to me. I'll\n\n[39:43] show you how to check your log files.\n\n[39:45] But yeah, there's a lot of people that\n\n[39:47] say, \"Oh, this does this.\" Any tool you\n\n[39:50] have and it says we do this. check them,\n\n[39:54] make sure they're actually doing that.\n\n[39:55] There's a lot of tools that don't do\n\n[39:57] anything other than take your money. So,\n\n[40:01] um, but this is really interesting. It's\n\n[40:03] the implication\n\n[40:05] and this is this is the information and\n\n[40:08] this isn't really new. Google IO like\n\n[40:11] eight or nine years ago talked about\n\n[40:12] this. They just didn't have the relative\n\n[40:13] ones.\n\n[40:15] So, here's an example.\n\n[40:17] So, how many how many folks in here have\n\n[40:19] like an e-commerce client? And how many\n\n[40:22] times have you gone into their pages\n\n[40:23] report and seen something that looked\n\n[40:25] like this? 57 in uh 30 I'm sorry, 53,000\n\n[40:30] indexed pages. 277,000\n\n[40:33] non-indexed pages. Well, wait a minute.\n\n[40:36] If it's not indexed, some folks will\n\n[40:37] say, \"Well, we don't care. It's not\n\n[40:38] indexed.\" Yeah, but Google knows about\n\n[40:40] it. Google's crawling it. There's your\n\n[40:42] crawl button. I can't do this kind of\n\n[40:44] math. It's way too early. I don't wake\n\n[40:46] up until about 11 o'clock. Like I'm\n\n[40:48] still asleep right now. So I don't know\n\n[40:50] that math, but that tells me it's like\n\n[40:52] what only 20% of the URLs like 80% of\n\n[40:55] the URLs Google's going to 80% of the\n\n[40:57] traffic from Google bots is going to\n\n[40:59] pages that we don't want indexed. That's\n\n[41:01] a big problem. And so one of the things\n\n[41:03] I've learned and I work with clients\n\n[41:04] with this is if you have an a tag link\n\n[41:09] pointing to pages that you don't want\n\n[41:11] indexed, guess what's going to happen?\n\n[41:14] Google's unindex, but Charles, I put\n\n[41:16] them in my robots.txt. No, Google\n\n[41:18] themselves says, \"No, robots.txt, we're\n\n[41:20] still going to crawl it if you have a\n\n[41:21] link to it.\" With descriptive text, we\n\n[41:24] know isn't true. You don't need\n\n[41:25] descriptive text. You don't need to\n\n[41:26] close your A tag. You just the discovery\n\n[41:29] part of Google is looking for the ah\n\n[41:31] ref. That's what it's looking for. It's\n\n[41:33] not looking for anything else.\n\n[41:34] Obviously, it looks for the the\n\n[41:35] descriptive text, but it doesn't need\n\n[41:37] it.\n\n[41:42] If you have a page you don't want\n\n[41:43] indexed, don't send an a tag link to it.\n\n[41:45] What about a no index? Give two seconds.\n\n[41:47] What about a no index tag? We already\n\n[41:49] learned from John Mueller. It's a no\n\n[41:51] sir. It's not a no index. I tested it.\n\n[41:53] Google still crawl in.\n\n[42:15] So, you said the magic word\n\n[42:16] theoretically. So, theoretically, here's\n\n[42:18] how you fix the problem. Uh, and I'll\n\n[42:20] explain why I'm I'm joking and saying\n\n[42:22] theoretical. I'm not joking. I'm being\n\n[42:23] serious. But, so I have a client. They\n\n[42:26] have a homespun CMS. They are a\n\n[42:29] e-commerce medium-sized e-commerce. Got\n\n[42:31] a lot of medium-sized e-commerce\n\n[42:32] clients. actually um not David. Okay. Um\n\n[42:38] they had this problem. This isn't from\n\n[42:40] their side. This is from another guy\n\n[42:41] that brought. But anyways, so what we\n\n[42:43] did is the first thing we did is we got\n\n[42:44] rid of all the A tags to the search\n\n[42:46] pages because they had facets and search\n\n[42:48] pages like crazy. They were in the\n\n[42:49] millions. It was insane. So we got rid\n\n[42:51] of all the A tags.\n\n[42:53] Then what we did, so step one, get rid\n\n[42:56] of the A tags. And then we learned after\n\n[42:58] like six months, nope, there's one here.\n\n[42:59] Oh, there's one in this template. And\n\n[43:00] there's I did a lot of hunting. Once\n\n[43:02] we've got rid of all the a tags, problem\n\n[43:04] is Google still has these URLs in your\n\n[43:06] index and then they go back and crawl\n\n[43:08] the crawl up the URL. So even on the\n\n[43:11] page you want out of the index can't\n\n[43:13] have a tags pointing to links that you\n\n[43:14] don't want because they're going to go\n\n[43:15] back to the damn page because it's in\n\n[43:17] the index and find the a tags. It's a\n\n[43:19] mess. And then what you can do is go to\n\n[43:22] the removal tool, say get rid of this.\n\n[43:24] The removal tool is actually super\n\n[43:26] powerful. Be careful. I did a test. I\n\n[43:28] took a page that box put in the removal\n\n[43:30] tool and see what happens. Boom. It's\n\n[43:32] out. I watched the log files because I\n\n[43:34] was expecting Google a Google bot to hit\n\n[43:36] the page. No, Google doesn't hit the\n\n[43:38] page and you put in the removal tool.\n\n[43:40] It's a backend thing, I guess. So,\n\n[43:42] that's just, you know, be aware. So,\n\n[43:45] then you put the URL prefix into the\n\n[43:48] removal tool. It'll take it out of the\n\n[43:50] index. As long as Google doesn't find\n\n[43:52] the link again, it shouldn't come back.\n\n[43:55] Yeah. Sean.\n\n[43:59] Yeah.\n\n[44:06] I'm\n\n[44:08] right now.\n\n[44:20] That's right.\n\n[44:32] Um, all right. So, it says website.\n\n[44:38] Yeah.\n\n[44:40] Business slash service. And then I have\n\n[44:44] And then I have another one that says\n\n[44:46] slashca\n\n[44:52] whatever the hell that is.\n\n[44:58] So that's a little different issue that\n\n[45:00] is all right. So now I'm going to\n\n[45:02] pretend that like I understand how\n\n[45:03] servers work. I don't. Depending on your\n\n[45:06] site, some sites and I do a little test\n\n[45:08] with this with all my clients on is just\n\n[45:10] start throwing stuff at the end of the\n\n[45:12] URL and what does the site do? Does it\n\n[45:15] give you a 404? Does a 301? Does it give\n\n[45:18] you a 200 status on the page? And then\n\n[45:20] what does it display?\n\n[45:23] You want that's the first thing I always\n\n[45:24] do with clients. I always like to say\n\n[45:25] what the heck can happen if I go to the\n\n[45:28] HTTP, go to the dubdubdub, non-\n\n[45:29] dubdubdub, throw my favorite is fake\n\n[45:32] page at the end of a URL. What does it\n\n[45:34] do? If it does something like that, you\n\n[45:36] have a potential, not necessarily, but\n\n[45:39] you have a potential black hat exploit\n\n[45:41] on your on your site, right? Because\n\n[45:43] someone can mess your site up.\n\n[45:48] I'm not going to say it on video, but\n\n[45:49] there's ways that people can take that\n\n[45:51] knowledge and hurt a site with it. I\n\n[45:53] don't really want to black hat tax\n\n[45:55] because that's\n\n[45:56] the next one is the next question. Okay.\n\n[46:00] So, what I've gathered from this from\n\n[46:02] this information is that if we go out\n\n[46:06] and create a bunch of pages, okay, and\n\n[46:10] we link to\n\n[46:13] the big sites, okay, and we say that and\n\n[46:16] we we our link is referring to a search.\n\n[46:20] And let's say we put something in like\n\n[46:23] uh one of our clients names and their\n\n[46:25] address and their phone number and we've\n\n[46:28] created a whole bunch of links over to\n\n[46:32] Ox News\n\n[46:34] and it's referring to that, Google's\n\n[46:37] going to index that and even though that\n\n[46:40] page doesn't exist, does that work as a\n\n[46:43] citation?\n\n[46:46] I'm not ignoring you. I just want to go\n\n[46:48] back to this slide.\n\n[46:49] I I know this question's a little evil.\n\n[46:52] So, I'm going to answer that. We can\n\n[46:54] chat about it between sessions.\n\n[46:56] Okay.\n\n[46:56] But I'm going to answer that officially\n\n[46:58] saying ignore the trick. Like we learn\n\n[47:00] like there's an interesting trick in\n\n[47:01] here, but there's an implication.\n\n[47:04] Okay.\n\n[47:04] And let's talk about what the\n\n[47:05] implication is. And you're you're\n\n[47:07] perfect segue by the way, Sean.\n\n[47:09] Yeah.\n\n[47:10] Perfect segue to talk about. Okay. Well,\n\n[47:11] where does this\n\n[47:12] because that was kind of my takeaway\n\n[47:13] from it. I was like, man, I could go out\n\n[47:15] to all I'm gonna go to Nike and then go\n\n[47:17] Forge. a reason I there's a reason I sat\n\n[47:19] on this deck for two years. I'm like, I\n\n[47:21] don't even know if I want to ever talk\n\n[47:22] about this\n\n[47:22] because it feels like that this may be\n\n[47:25] some of what I see on some of my sites,\n\n[47:28] they're trying to do this approach. I\n\n[47:31] I'll tell you what some people are\n\n[47:33] trying to do with things like this.\n\n[47:35] Here's the takeaway. If Google see a\n\n[47:38] link or a URL, they're going to follow\n\n[47:40] it and you're not going to stop it.\n\n[47:42] Google has a problem actually. They got\n\n[47:44] a crawling machine that will not stop\n\n[47:46] crawling. That's all it does is crawl,\n\n[47:49] crawl, and discover URLs. But we can\n\n[47:52] learn from this indexation. Everybody\n\n[47:54] talks about, \"I'm having trouble getting\n\n[47:56] indexation or whatnot.\" Well, have you\n\n[47:57] ever thought about building an\n\n[47:58] indexation PBN?\n\n[48:01] Why fight the spammers? Just do what\n\n[48:03] they do, right? Like, you know, now I've\n\n[48:07] listened to to Brian Winnham a couple\n\n[48:09] times, and if I built a P I wouldn't\n\n[48:11] just build a indexation PBN. I would do\n\n[48:13] a bunch of other stuff. There's ways to\n\n[48:14] monetize that stuff. There's cool little\n\n[48:15] tricks there. Again, I like putting\n\n[48:17] pieces of the puzzle together, but you\n\n[48:19] don't have to. There's people that talk\n\n[48:20] about different ways of getting things\n\n[48:21] indexed, and I've tried a lot of things.\n\n[48:24] If you built a site and you built up a\n\n[48:27] good-looking site, you could totally\n\n[48:29] just put freaking unclosed a tags at the\n\n[48:32] end and get everything you want your you\n\n[48:34] want your you want your pages indexed.\n\n[48:35] You want your, you know, sec primary,\n\n[48:38] secondary, tertiary backlinks indexed,\n\n[48:40] just put them in there. So that's one\n\n[48:42] way. Link building. Don't obsess. You\n\n[48:44] don't need a link. Don't obsess over the\n\n[48:48] ATA tag. I learned this years ago when I\n\n[48:49] was at an e-commerce site. They did\n\n[48:51] party supplies and costumes. We used to\n\n[48:53] always get calls from journalists\n\n[48:57] asking for me to do a little bit of a\n\n[48:59] they'd asking for stuff, asking for\n\n[49:01] quotes or whatever right around\n\n[49:03] Halloween. And the first year I made the\n\n[49:06] mistake and I asked for a link. And\n\n[49:08] you'd have thought that the C-word and\n\n[49:10] the N-word got together and had a baby\n\n[49:12] with the way this person reacted to me\n\n[49:14] asking for a link. They were outraged\n\n[49:16] when I asked for a link. And I'm like,\n\n[49:18] \"All right, I can never say the word\n\n[49:19] link to a journalist.\" So the next time\n\n[49:22] I talk to the journal to a journalist, I\n\n[49:24] said, \"Hey, do you mind giving me a\n\n[49:26] citation?\"\n\n[49:28] That's the word. Sometimes it'll be\n\n[49:31] clickable. Sometime don't say clickable.\n\n[49:33] Just say, \"Do you mind giving me a\n\n[49:34] citation?\" And then what I learned to do\n\n[49:37] is I say, \"Hey, by the way, the company\n\n[49:39] was called Costume Supercenter. They\n\n[49:40] don't exist anymore.\" That's a whole fun\n\n[49:42] story about what happened in the costume\n\n[49:43] business. But anyways,\n\n[49:46] what I asked him, I say, \"Hey, our\n\n[49:48] name's Costume Super Center.\" People are\n\n[49:49] always messing up our name. When you\n\n[49:51] site us, can you make sure you say, and\n\n[49:54] I gave them the exact spelling and how\n\n[49:55] we like, \"Not a problem.\" And then\n\n[49:57] they'll say, \"You know what? I'll\n\n[49:58] mention your URL, too.\" Oh, great. Thank\n\n[50:00] you very much. I hadn't even thought of\n\n[50:02] that. Again, dumbest slumps. Um,\n\n[50:06] so ask for citations. Internal pages\n\n[50:08] crawl budget. If you don't want a web\n\n[50:09] page found, don't link to it with a tag.\n\n[50:11] And you can't even put a text URL in\n\n[50:13] there. Page sculpting reborn. There are\n\n[50:17] still page rank. It still exists. It's\n\n[50:19] still part of the algorithm. May even be\n\n[50:21] deprecated a little bit, but it's still\n\n[50:23] in there. If you want to sculpt, you can\n\n[50:25] still sculpt. You just can't do the no\n\n[50:27] follow, do follow trick that they people\n\n[50:30] used years ago. If you want to sculpt,\n\n[50:32] just don't link or link using a link\n\n[50:35] that Google doesn't follow. And Bob's\n\n[50:37] your uncle, we got sculpting back again.\n\n[50:43] That's the takeaway. By the way, not go\n\n[50:45] spam people's search.\n\n[50:48] That's why again, I sat on this for a\n\n[50:50] while because like I don't want to teach\n\n[50:52] people\n\n[50:54] spamming because just build good stuff\n\n[50:56] like you know this that could go away\n\n[50:58] tomorrow. you know, somebody at some\n\n[51:00] company, Eventbrite, wherever you spam,\n\n[51:02] could not could go to their Google rep\n\n[51:04] just like I did and get your page just\n\n[51:07] burned to the ground. And I check every\n\n[51:09] like six to eight months, I'll check\n\n[51:10] that site, see if it ever came back. It\n\n[51:12] has yet to come back. It's been over two\n\n[51:14] years, so that site's gone. The network\n\n[51:16] is still out there, but that site's\n\n[51:18] gone. So, you know, don't poke the bear.\n\n[51:21] If you want to contact me, LinkedIn is\n\n[51:23] actually one of the better ways of\n\n[51:24] getting a hold of me. Um, I am on\n\n[51:27] Discord. I am on teams. You just Google\n\n[51:29] Charles Taylor SEO and you'll find like\n\n[51:32] a million ways to reach out to me. Uh,\n\n[51:33] but you got to put the SEO part in\n\n[51:35] there. If you just Google Charles\n\n[51:36] Taylor, it's a different Charles Taylor.\n\n[51:37] He doesn't know nearly as much about SEO\n\n[51:39] as I did and he's, you know, like a war\n\n[51:41] criminal or something. So, I am on\n\n[51:44] Facebook. You are welcome to find me on\n\n[51:46] Facebook. It's just Charles Taylor. I\n\n[51:47] think it's Charles H. Taylor or maybe\n\n[51:49] Charles Taylor. I am on there. I'll be\n\n[51:51] honest. I don't do Facebook much. So, if\n\n[51:54] you reach out to me on Facebook, you'll\n\n[51:55] learn the same thing that Marina look\n\n[51:56] learned. you'll hear back from me like\n\n[51:58] in two days because I only check like\n\n[52:00] every now and again and the only reason\n\n[52:02] I check is because of Jose's wife\n\n[52:03] because she puts some funny up\n\n[52:05] there and so I'll read her post and\n\n[52:07] that's pretty much all I do and then I\n\n[52:08] leave. Um so but yeah, if you can find\n\n[52:12] me, reach out to me. You know, I like I\n\n[52:15] like to steal ideas from other people\n\n[52:17] and I think Joy had a really good de\n\n[52:20] slap there where it showed I love her\n\n[52:21] thing. I was going to make it last\n\n[52:22] night, but Jose and I were out having\n\n[52:25] burgers, so I came back late. I'm like,\n\n[52:27] I'm tired of not making that slide. But\n\n[52:29] yeah, I just talk to me. I'm easy to\n\n[52:31] find, easy to talk to. You can contact\n\n[52:33] me in two years and say, hey, you did\n\n[52:35] this thing like, yeah, sure, whatever.\n\n[52:37] Who you want to? Happy to talk to.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_3_-_Chris_Walker", "title": "SEO Rockstars 2026: Day 3 - Chris Walker", "video_url": "https://www.youtube.com/watch?v=M7fYFxq-JSM", "transcript": "[00:04] All right. So, I'm just going to go\n\n[00:05] through it as quickly as I can because\n\n[00:07] that's kind of how I talk. I told I talk\n\n[00:08] too fast, but I'll do my best. Uh, first\n\n[00:10] place SEO, what actually worked and how\n\n[00:12] I beat dozens of top SEOs. But really,\n\n[00:14] it's about how to win by thinking\n\n[00:16] differently. Now, real quick, I got two\n\n[00:18] introductions, so I'm going to skip\n\n[00:19] through this fast. My name is Chris M.\n\n[00:20] Walker. And the reason that I use the M\n\n[00:22] in my middle name is because there's a\n\n[00:23] legendary SEO that I cannot out compete\n\n[00:25] for my name. That is 90s one hit wonder\n\n[00:28] Chris Walker. So, no matter what I do,\n\n[00:30] now I tell that joke every time I give\n\n[00:32] this presentation, but I actually\n\n[00:33] decided to message this guy and tell him\n\n[00:35] that I use his name every time and he\n\n[00:37] thought it was hilarious. So, actual\n\n[00:39] Chris Walker is very, very cool. This is\n\n[00:41] me. This is what I've done. Who cares?\n\n[00:43] Uh, thinking differently. The tactics\n\n[00:45] are are great and I have fun with some\n\n[00:47] of the ones I'm going to share. That's\n\n[00:48] really not the main point that I want to\n\n[00:50] make for you today. There are two things\n\n[00:51] that I want you to take away from this\n\n[00:53] presentation. The first and the most\n\n[00:55] important one is to think differently\n\n[00:57] and be creative. I know that's\n\n[00:58] technically two things, but it's like\n\n[00:59] one thing. Like, I'm a pretty good SEO,\n\n[01:02] but I'm not elite like a lot of the\n\n[01:04] people in this room or a lot of the\n\n[01:05] people that were competing in this\n\n[01:06] competition that I'm going to talk about\n\n[01:08] today. But what I am good at is figuring\n\n[01:10] out what needs to be done to get where\n\n[01:11] you need to go. I also don't like to not\n\n[01:14] get my way. So, when I decided to enter\n\n[01:17] this contest, I knew I'd have to do\n\n[01:19] things differently, but we we're going\n\n[01:21] to get to that real quick. Uh competing.\n\n[01:23] I'm also not a very competitive person.\n\n[01:25] I prefer to measure myself against\n\n[01:27] myself rather than against other people,\n\n[01:28] which is what you have to do when you\n\n[01:29] compete. But I do believe if you're\n\n[01:31] going to compete, you should do whatever\n\n[01:33] it takes to win. So when I do compete at\n\n[01:36] something, I go all out to win. Just ask\n\n[01:39] this guy.\n\n[01:41] Competing. At least somebody knew who\n\n[01:43] that was. So the second thing I want you\n\n[01:45] to take away from this is if you're\n\n[01:47] going to compete and whatever you're\n\n[01:48] doing in business or in life is somewhat\n\n[01:49] of a competition, win. So, what we're\n\n[01:53] going to talk about today is a contest\n\n[01:54] that I entered back in October. It ran\n\n[01:56] through November. It was in Adise SEO,\n\n[01:58] which is Jackie Child's community, if\n\n[02:00] you know who that is. Uh, this is kind\n\n[02:02] of the competition. This these were the\n\n[02:03] rules. I'll go through it real quick so\n\n[02:04] you understand. But they would choose a\n\n[02:07] target keyword and it was a nonsense\n\n[02:08] keyword that was a word that didn't\n\n[02:10] exist, which made me think about you uh\n\n[02:12] when you were talking about it earlier.\n\n[02:14] And the timeline was from October 15th\n\n[02:16] of last year till December 15th of last\n\n[02:19] year. It had to be a new domain. Like it\n\n[02:21] couldn't be an expired domain or site or\n\n[02:23] anything like that. Brand new, fresh\n\n[02:25] domain, newly registered. They chose the\n\n[02:27] keyword and the t the madeup keyword\n\n[02:29] that they chose was flamico. At least\n\n[02:32] that's how I think it's pronounced. It's\n\n[02:33] not a real word. So, and the site that I\n\n[02:35] used was flamico.io.\n\n[02:38] Uh because everybody gobbled up the good\n\n[02:40] tldds before I even got to it. And this\n\n[02:42] is the site. As you can see, it is\n\n[02:44] completely gibberish one-page website.\n\n[02:47] Well, structured onepage website with\n\n[02:48] the questions and stuff. Somebody\n\n[02:50] actually pointed that out to me. But\n\n[02:51] that's it. That's all I made on the\n\n[02:53] site. So, let's talk about what I did\n\n[02:55] differently. Remember I said I want you\n\n[02:56] to remember to think differently. That's\n\n[02:58] the real lesson that I want you to take\n\n[02:59] away from this. The site simple onepage\n\n[03:02] website, one image, one video. I created\n\n[03:04] the content in Claude. It was completely\n\n[03:06] made up gibberish. Uh, fun story about\n\n[03:08] that. I have a Claude project that is\n\n[03:10] designed to write content in my voice.\n\n[03:12] So it kind of sounds like me. And I\n\n[03:14] said, \"I need you to make up a gibberish\n\n[03:15] website for a brand new term lumberico.\"\n\n[03:17] And Claude came back and was like,\n\n[03:20] \"Chris Walker would never make up that\n\n[03:21] that kind of content. It's bullshit.\"\n\n[03:24] Was like, and I was like, \"I'm Chris\n\n[03:26] Walker and I'm telling you to do it.\"\n\n[03:27] He's like, \"No, I'm sorry. I can't.\" So\n\n[03:29] I had to go to a regular cloud chat to\n\n[03:31] get it to make that up.\n\n[03:34] And then I did some uh basic on page\n\n[03:36] SEO, just keywording H1, 1% keyword\n\n[03:39] density, old school [ __ ] Optimize. I\n\n[03:41] was gonna say is it all right if I swear\n\n[03:42] but then I remember Mike went for me\n\n[03:44] then I did optimize the image and video\n\n[03:46] for the term. So my theory was since\n\n[03:49] this is a brand new keyword that Google\n\n[03:50] doesn't understand yet or what it's\n\n[03:52] about or who who it should show it for\n\n[03:54] or show show it for my mission was to\n\n[03:56] build the association with that term to\n\n[03:58] my site as click quickly and as bluntly\n\n[04:01] as possible. So that gave me a chance to\n\n[04:03] think differently and be far more\n\n[04:05] aggressive than I would be normally. So,\n\n[04:08] for example, I did something really\n\n[04:09] really elegant with the metatitle and\n\n[04:11] metad description and I filled it with\n\n[04:14] nothing but the keyword over and over\n\n[04:15] and over again.\n\n[04:17] It's that it's funny. That's like one\n\n[04:19] one reason I did it is because it's\n\n[04:20] funny. The other one is again I was\n\n[04:21] trying to force Google to understand\n\n[04:23] that this [ __ ] keyword was related\n\n[04:25] to my site as opposed to all the other\n\n[04:27] people. So, I was trying to like hit it\n\n[04:28] with a hammer rather than whatever\n\n[04:31] people that don't do things aggressively\n\n[04:32] use. And so by hammering it with keyword\n\n[04:35] spam, I was able to overcompensate and\n\n[04:37] build that association between that\n\n[04:39] keyword and my site while everyone else\n\n[04:41] screwed around links and GMBBS and a\n\n[04:43] bunch of other necess unnecessary stuff\n\n[04:45] that you would do under normal\n\n[04:46] circumstances. So like I said, thinking\n\n[04:49] differently. I said I'm not the most\n\n[04:51] skilled SEO in this competition. There\n\n[04:52] was Jackie Child. There was Holly\n\n[04:54] Starks. A bunch of other people whose\n\n[04:55] names you would know. I can't think of\n\n[04:57] them at the moment, but you get the\n\n[04:58] point. They're they're much better at\n\n[04:59] SEO than I am. So I had to think about\n\n[05:01] what advantages I have over others so I\n\n[05:04] could get the W as the kids probably no\n\n[05:06] longer say. So I thought of three\n\n[05:08] advantages that I have. The first one is\n\n[05:10] I have a big Facebook following.\n\n[05:14] I have a medium-sized YouTube channel.\n\n[05:16] Nothing too special. And then I have\n\n[05:18] legit which I leveraged as well and\n\n[05:19] we'll talk about that. So the first\n\n[05:21] thing I did was Facebook. Went to\n\n[05:24] Facebook and I said do me this favor. Go\n\n[05:26] and Google this term. Look for my site\n\n[05:28] and no other site. read the entire page\n\n[05:31] and then come back here and comment once\n\n[05:33] you're done. That's it. So, what I was\n\n[05:35] doing was using referral traffic. I was\n\n[05:38] waiting for Mike's head to pop up then\n\n[05:40] uh and having them go from Facebook to\n\n[05:43] Google to my site back to Facebook. So,\n\n[05:45] it's kind of following that entire\n\n[05:46] journey of real real people searching\n\n[05:49] for it. So, I did that. The next thing I\n\n[05:51] did was I did a live stream uh where I\n\n[05:55] talked about the site and I sent an\n\n[05:56] email to the live stream to people told\n\n[05:59] them to come to the live stream and on\n\n[06:00] the live stream I told them to go to the\n\n[06:02] site. So that sent them from email to\n\n[06:05] YouTube to my site and back. So again\n\n[06:08] that's taking them on an entire journey\n\n[06:10] and showing that actual human beings are\n\n[06:12] interested in this site.\n\n[06:14] I also have the and some of you probably\n\n[06:16] hate this [ __ ] but I have the ability\n\n[06:18] to send an a message to everybody's\n\n[06:20] inbox on legit. So,\n\n[06:24] I sent about 300,000 of these to the\n\n[06:28] YouTube video. So, it went from legit to\n\n[06:29] the YouTube video to my site and back.\n\n[06:32] So, again, I leveraged assets that I had\n\n[06:34] that other people don't. Uh, I sent an\n\n[06:37] email to about a quarter of our list,\n\n[06:38] which is about 200,000\n\n[06:41] and only got about 300 clicks, but still\n\n[06:44] email to the site and back. Uh, we have\n\n[06:48] a Slack group with about I don't know\n\n[06:50] 300 so people again I asked them to go\n\n[06:52] Google the site, read the whole thing\n\n[06:54] and then come back. So it's from Slack\n\n[06:56] to my site and back. So, I'm using human\n\n[06:59] beings to drive traffic to my site and\n\n[07:01] show Google that people actually give a\n\n[07:02] [ __ ] about the site as opposed to all\n\n[07:04] the other sites in the competition. So,\n\n[07:06] theory, referral traffic gets rankings\n\n[07:08] far faster than links. And normally,\n\n[07:11] it's temporary, but this was only a\n\n[07:13] two-month window. So, I could build this\n\n[07:15] up quickly and get to number one faster\n\n[07:16] and hopefully establish that I'm the\n\n[07:18] site that people care about for this and\n\n[07:20] never give up that number one spot. So,\n\n[07:22] that was my theory on referral traffic\n\n[07:24] by jumping out to a quick. Another\n\n[07:26] theory I had was demoralizing everybody\n\n[07:28] else from the competition. So by jumping\n\n[07:31] jumping out to number one really quick,\n\n[07:33] I wanted everyone to lose interest for\n\n[07:35] the rest of the contest and stop trying\n\n[07:37] [ __ ] So that way I'm number one and\n\n[07:39] they just give up. That seemed to work.\n\n[07:41] So referral traffic from actual human\n\n[07:43] beings. Remember those? Uh Facebook X,\n\n[07:46] LinkedIn, YouTube, email legit. We also\n\n[07:48] did push and browser notifications, but\n\n[07:50] I didn't have a way to really show\n\n[07:51] those.\n\n[07:54] that worked well and I wanted more, but\n\n[07:56] I didn't know how to do any of that\n\n[07:57] myself because like I said, I'm not that\n\n[07:59] great of an SEO. Most of the stuff you\n\n[08:01] guys talked about, I don't know how to\n\n[08:02] do any of that [ __ ] So, what I did was\n\n[08:04] I hired somebody else to do it for me.\n\n[08:06] And I got this guy, his username is\n\n[08:08] Ideal Mike. I won't mention what site\n\n[08:10] it's on so Mike doesn't come up here and\n\n[08:11] yell at me for pitching, but\n\n[08:15] I had him make a post on Reddit that\n\n[08:17] would build would send over to the site\n\n[08:18] and some referral traffic. He has this\n\n[08:20] uh CT a couple of CTR CTR services that\n\n[08:24] I use. He has a uh Is it still on?\n\n[08:28] Okay, just not get so close. Okay. Uh he\n\n[08:31] has a couple of social media things\n\n[08:32] where he'll send like to a big Facebook\n\n[08:34] group again driving people from Facebook\n\n[08:36] to the site and back and he has a couple\n\n[08:38] other services like that. So I used him\n\n[08:40] to drive a bunch more referral traffic\n\n[08:42] and CTR traffic to the site to keep it\n\n[08:44] there. But I also did some clever [ __ ]\n\n[08:46] I did some search box optimization which\n\n[08:48] is where if you search something and it\n\n[08:49] like suggests what you should click in\n\n[08:50] the search box. What I did was I\n\n[08:52] optimized it for when somebody tried to\n\n[08:55] search that term they would come over\n\n[08:56] and then see mine. So what I did I\n\n[08:59] leveraged my competitors to give me CTR\n\n[09:02] because I know that we're a bunch of\n\n[09:03] arrogant [ __ ] who are going to\n\n[09:04] go search our own rankings. So when they\n\n[09:06] search their own rankings they would see\n\n[09:07] mine and be like what is he up to and\n\n[09:09] click that and become my own my\n\n[09:11] competition became my own CTR. So I le\n\n[09:13] so I thought differently and I leveraged\n\n[09:15] my competitors to help me win. So\n\n[09:18] referral traffic that worked really\n\n[09:20] well, but I wasn't done yet. By far the\n\n[09:22] biggest difference maker I did was\n\n[09:23] chrome signal manipulation. When when I\n\n[09:26] say I did it, I mean I got somebody else\n\n[09:28] to do it. But this is a service and I\n\n[09:30] don't 100% know how it works, but I know\n\n[09:32] that it involves having people having\n\n[09:34] some kind of bot go to Chrome and then\n\n[09:36] go to social media and then send it out.\n\n[09:38] This worked really well. This jumped me\n\n[09:40] from like page three to number one. and\n\n[09:41] I'm convinced that this is what got me\n\n[09:43] to number one better than anything else\n\n[09:44] and is the main reason I want if I had\n\n[09:46] to point to one thing it would be that.\n\n[09:48] So referral traffic in my opinion is the\n\n[09:51] most powerful SEO tactic right now but\n\n[09:53] that's not all I did.\n\n[09:56] Backlinks uh referral traffic like I\n\n[09:59] said the biggest thing but we also had\n\n[10:01] to do some backlinks. Uh most other\n\n[10:03] people in the competition focused on\n\n[10:04] backlinks like their entire strategy. It\n\n[10:07] wasn't a major part of my strategy, but\n\n[10:09] I did do some backlinking and some of it\n\n[10:11] was conventional and some of it was less\n\n[10:13] so, which we'll get to in a minute. Uh,\n\n[10:15] I bought like 20 niche edits. Uh, as far\n\n[10:17] as the anchor text, conventional wisdom\n\n[10:19] is to be cautious, use branded, generic,\n\n[10:21] URL, all the stuff that we all think\n\n[10:23] we're supposed to do. I went the other\n\n[10:24] direction and did 20 of them with exact\n\n[10:27] match anchor text because again, I'm\n\n[10:29] trying to force that association between\n\n[10:31] that Google and my site for that term.\n\n[10:33] So continuing the theory of building\n\n[10:35] that association, that's why I did\n\n[10:37] nothing but exact matched anchors. Uh\n\n[10:39] next, I wanted to force Google to again\n\n[10:41] to assocate my site with that keyword.\n\n[10:43] So I did some I don't even know what to\n\n[10:44] call them, but like authority type\n\n[10:47] things, uh parasites, whatever you want\n\n[10:48] to call them, entity stuff. So some web\n\n[10:50] 2.0, some social media profiles, all\n\n[10:53] optimized or direct or exact matched\n\n[10:55] anchors to the uh the main term. Uh, I\n\n[10:57] did some Reddit guest posts, uh, which\n\n[11:00] actually will generate a little bit of\n\n[11:01] referral traffic on its own because this\n\n[11:03] guy owns like a bunch of subreddits and\n\n[11:05] he'll make a post and it'll drive some\n\n[11:06] traffic over to your site. Uh, wiki\n\n[11:08] pages, another wiki link, a link from\n\n[11:11] GitHub, which unfortunately doesn't work\n\n[11:12] anymore, but that was a really good one.\n\n[11:15] Uh, some other guest post, social media\n\n[11:17] post. So, basically, all I'm doing is\n\n[11:19] trying to establish from these high\n\n[11:20] trusted sites some links over to my site\n\n[11:22] to again force that association between\n\n[11:24] that term and my site. uh medium and so\n\n[11:27] on. So, a variety of high authority,\n\n[11:29] parasite, web 2.0, social, whatever the\n\n[11:31] hell you want to call it, linking to\n\n[11:33] naturally build trust, entity, and\n\n[11:35] possibly some more referral traffic.\n\n[11:36] There's one more type of link I did\n\n[11:38] though, and these were web 3.0 NFT\n\n[11:42] virtual world links. So, again, I have\n\n[11:45] no clue how to do this. I'm probably\n\n[11:46] even going to label them wrong in the\n\n[11:48] slides that come up, come slides that\n\n[11:49] come up, but thank you to Matt for uh\n\n[11:51] taking care of those for me out of\n\n[11:53] nowhere. Wasn't expecting that. What I\n\n[11:55] will say, here's one of them. It's Lucha\n\n[11:57] Libé guy. You can see he linked it over\n\n[11:59] to my site there. I don't even know what\n\n[12:02] this is, but it's some sort of page that\n\n[12:04] he tells me is good. Uh,\n\n[12:07] this one is a virtual world uh one, and\n\n[12:09] you can kind of see that. You know\n\n[12:10] what's funny is where I live is like\n\n[12:12] right there. So, that's why he chose\n\n[12:15] that location. Nobody come visit me. I\n\n[12:17] don't like people. Um,\n\n[12:20] and there's another one. Again, I don't\n\n[12:21] know if this is NFT or whatever. go talk\n\n[12:23] to Matt about this afterwards.\n\n[12:24] Hopefully, he has some way for you to\n\n[12:26] give him money for this. Now, uh this\n\n[12:28] one is some sort of map thing. And\n\n[12:30] again, linking to my site from the\n\n[12:33] virtual I don't know what the hell this\n\n[12:34] is, but a virtual world map. But what I\n\n[12:37] will tell you is if the you're wondering\n\n[12:39] if that worked before adding these, I\n\n[12:42] dropped in and out of number one. After\n\n[12:44] I added these, I got I was at number one\n\n[12:46] and I never left again. So, you know,\n\n[12:48] correlation, a causation, I don't know.\n\n[12:50] But I never dropped it out at number one\n\n[12:52] ever again, including to today uh after\n\n[12:54] I built or I after I had Mel Matt build\n\n[12:57] those links for me. So check check those\n\n[12:59] out if you were here for his\n\n[13:00] presentation two days ago. It was great.\n\n[13:03] The competitors. So I said that I wasn't\n\n[13:06] the only person in this competition that\n\n[13:07] got creative because you know I want to\n\n[13:09] give credit where credit's due. The\n\n[13:10] first one is Luke Fanders whose partner\n\n[13:12] is here today. He wasn't even in the\n\n[13:14] competition. I messaged him about like\n\n[13:16] what the [ __ ] are you doing? You aren't\n\n[13:17] even like competing in this thing. He's\n\n[13:18] like, I'm just doing it for the glory.\n\n[13:22] And so what he did, he created a fake\n\n[13:24] band called Lightning fastico. And he\n\n[13:28] actually created a whole like a whole\n\n[13:29] band and a whole band persona around it.\n\n[13:32] And he created some YouTube videos that\n\n[13:33] still ranked for it. Uh, and for a long\n\n[13:36] time he was, it's pardon. He was like\n\n[13:40] number we were SW he was like number two\n\n[13:42] for a long time and I guess they got\n\n[13:43] busy and like focused on other things.\n\n[13:45] But I thought that was incredibly\n\n[13:46] creative, a unique way to come at it,\n\n[13:48] thinking differently, which again is\n\n[13:50] kind of the point. The other competitor\n\n[13:52] was Tyler Rogers. He's not here, but\n\n[13:54] he's a member of the community. Colton's\n\n[13:56] here. He knows who I'm talking about.\n\n[13:58] And uh Tyler was the only person that\n\n[14:00] really gave me any consistent\n\n[14:02] competition throughout this. And the way\n\n[14:03] he went about it was way more creative\n\n[14:05] than I was. He actually created a whole\n\n[14:08] person, like a whole persona of a guy\n\n[14:11] named Tim Flabberico, who was the\n\n[14:13] founder and CEO\n\n[14:15] Yeah, exactly. Of some uh I don't know\n\n[14:17] agency thing type thing. And like he\n\n[14:21] created the whole thing like LinkedIn\n\n[14:22] pages, profiles, press releases, all of\n\n[14:25] it. And it worked for a long time until\n\n[14:27] I got Matt's links. We were exchanging\n\n[14:29] first place for a good long time. And\n\n[14:32] then toward the end of the contest, he\n\n[14:34] started getting even more creative and\n\n[14:36] he killed Tim Bombber.\n\n[14:41] So he actually did a press release\n\n[14:47] Lober announces passing his founder Tim\n\n[14:50] Lumber in a water polo accident\n\n[14:57] and it actually caught on like people\n\n[14:59] literally on Reddit were literally\n\n[15:00] talking about this like this was some\n\n[15:02] scam post that this is a fake site and\n\n[15:04] somebody was like yeah this company\n\n[15:06] kicks off with a vague mission the weak\n\n[15:07] founder sells out and dies all this\n\n[15:09] information I see what they did there\n\n[15:11] somebody like this got that much\n\n[15:12] attention And I so I was like challenge\n\n[15:15] accepted. So what I did was to leverage\n\n[15:19] that uh to neutralize the momentum he\n\n[15:21] was building because this was starting\n\n[15:22] to work. I made a memorial video on\n\n[15:24] YouTube and Facebook\n\n[15:27] where I literally went in and like said\n\n[15:30] passes away before taking over from.io\n\n[15:34] and linking out to my site again. And\n\n[15:37] like it did pretty well. it got like uh\n\n[15:39] where is it like 1,200 views and that\n\n[15:41] neutralized that threat. So I took away\n\n[15:44] the advantage away and you can see like\n\n[15:46] even now that video ranks number one for\n\n[15:49] that term like even above my site and I\n\n[15:50] have all three of those by the way. It's\n\n[15:52] not relevant but I just wanted to flex\n\n[15:54] and so basically Tyler [ __ ] around and\n\n[15:56] found out\n\n[15:57] what happened what happens when you try\n\n[15:59] to get creative with me. So the results\n\n[16:03] were this is uh the Slack channel for\n\n[16:05] the the group that was hosting it and\n\n[16:06] this is on December 15th. He announces\n\n[16:08] the winner. I handled it humbly by\n\n[16:11] saying that the champ is here.\n\n[16:15] Yeah. So that was that. And you can see\n\n[16:17] I came in first, but I also came in\n\n[16:18] ninth because you were allowed to have\n\n[16:19] up to three sites. So I also came in\n\n[16:21] ninth for a site that I didn't even\n\n[16:22] really try on. And again, still at\n\n[16:25] number one. This is from like two days\n\n[16:26] ago. I have number one organic and I\n\n[16:28] have all three of the images. So this\n\n[16:31] work and like I said the lesson I don't\n\n[16:34] want you to necessarily take away the\n\n[16:35] strategies because a lot of that you\n\n[16:36] wouldn't really be able to apply in most\n\n[16:38] of what you're doing. What I want you to\n\n[16:40] take away from this is it isn't\n\n[16:41] necessarily what I did but more how I\n\n[16:43] pushed myself to think differently. Uh\n\n[16:46] referral traffic was an absolute game\n\n[16:48] changer. It I never would have figured\n\n[16:50] that out without looking at this\n\n[16:51] differently. If I just handled this like\n\n[16:53] I do any other client or any other site\n\n[16:54] or any other thing that I do. It\n\n[16:56] wouldn't have worked. Force the\n\n[16:57] association. Again, I would never have\n\n[16:59] been that aggressive with like a client\n\n[17:00] site or an affiliate site or anything\n\n[17:02] like that. So, if I played it the way I\n\n[17:05] normally would, I probably wouldn't have\n\n[17:06] won uh backs. If I'd been conservative\n\n[17:09] with it with the anchor text or if I\n\n[17:11] hadn't tried Matt's links on it because\n\n[17:12] I would have been too afraid because\n\n[17:13] it's a client site or whatever, I don't\n\n[17:15] think this would have won because\n\n[17:16] everybody else was doing the same [ __ ]\n\n[17:18] Uh, you know, parasites, press releases,\n\n[17:19] whatever. I did some different stuff and\n\n[17:21] I think that's why I was able to beat\n\n[17:23] them out. You know, it's hard to say for\n\n[17:25] sure, but the evidence seems to point to\n\n[17:27] that, right? So think differently, be\n\n[17:30] creative. Most of these people stuck to\n\n[17:32] bread and butter SEO, links, perfect on\n\n[17:34] page, all the stuff that we all do that\n\n[17:36] we think is right and usually is. That's\n\n[17:38] great, but sometimes you have to think\n\n[17:39] outside the box to get the W. So think\n\n[17:42] about what advantages and assets you\n\n[17:44] have and try different things. Don't\n\n[17:46] listen to people whose only goal is to\n\n[17:47] [ __ ] on any technique that they don't\n\n[17:49] use or they don't like. I'm sure that\n\n[17:50] everybody in this room just thought of\n\n[17:52] somebody in particular when I said that.\n\n[17:54] It's okay to think outside the box. And\n\n[17:57] when you have competitors, like we all\n\n[17:59] do in one way or another, it is okay to\n\n[18:01] think big. Uh do whatever you have to do\n\n[18:04] to succeed. Use all your assets, use all\n\n[18:06] your resources, use all of your network.\n\n[18:08] Like you said, use your network, use\n\n[18:10] everything you have, and don't be afraid\n\n[18:11] to try new stuff because if you're going\n\n[18:12] to compete in SEO or in anything else,\n\n[18:15] you should do whatever it takes to win.\n\n[18:18] So that's it. Thank you.\n\n[18:24] And I put together a guide with like all\n\n[18:26] the steps and all the stuff that I use\n\n[18:28] if you want to access that. Hopefully\n\n[18:29] that doesn't get me banned for pitching,\n\n[18:32] but\n\n[18:34] I know I'm just at least I thought it\n\n[18:36] was.\n\n[18:38] And then uh everybody got that? Okay.\n\n[18:40] Okay.\n\n[18:42] There's that'll actually legit. It'll\n\n[18:44] take you there and like it's just a step\n\n[18:46] by-step kind of thing. And then if you\n\n[18:47] want to connect with me, you can do that\n\n[18:48] there. So, I think I know almost\n\n[18:50] everybody in this room already, but\n\n[18:53] and that's it. If there's any questions\n\n[18:56] back,\n\n[19:03] thank you.\n\n[19:06] Nope. No\n\n[19:07] questions. Anyone questions?\n\n[19:18] Great presentation. funny as [ __ ] Thank\n\n[19:19] you very much.\n\n[19:21] Okay, all these people that were going\n\n[19:22] up against you, were you guys talking\n\n[19:24] and were you out doing it or were you\n\n[19:26] just seeing what each other did by going\n\n[19:29] online? Like were you in the same slack\n\n[19:31] saying well I did this and I did that.\n\n[19:33] So the question was was everybody in the\n\n[19:35] competition doing able to communicate on\n\n[19:37] what they were doing what they weren't\n\n[19:39] we are all in the same slack group. A\n\n[19:40] few people would say I did this and did\n\n[19:42] that. But it was also there was a list.\n\n[19:44] I don't I can't go back to it, but it\n\n[19:46] showed who was in what place. So you\n\n[19:48] kind of knew who was doing what, but\n\n[19:49] nobody really said this is what I'm\n\n[19:50] doing and then it worked. I did when I\n\n[19:52] did a couple of like the clever things,\n\n[19:53] but for the most part, you kind of\n\n[19:55] figured it out. Nobody said this is what\n\n[19:56] I did, you know? So you kind of had to\n\n[19:58] like just like we have to do regularly,\n\n[20:00] right?\n\n[20:00] Did you win a prize?\n\n[20:01] I did. I won $1,000 which I gave to\n\n[20:05] and I won a year subscription to that\n\n[20:07] community.\n\n[20:08] Wow. Thank you.\n\n[20:11] more way more than the question was how\n\n[20:12] much did it cost with those purchases\n\n[20:14] and it was way more than I so but again\n\n[20:17] it was this honestly this right here is\n\n[20:19] the value I really got just being able\n\n[20:21] to talk about it\n\n[20:41] So, the Chrome referral traffic you\n\n[20:43] mentioned, I think there was like a\n\n[20:45] Fiverr\n\n[20:46] supplier you used or something in the\n\n[20:48] screenshot, but was that was that legit?\n\n[20:51] I don't know. I can't I can't see back\n\n[20:52] here. So, so, so with with that one, can\n\n[20:56] you explain that a little bit of what\n\n[20:56] the difference is with the other\n\n[20:58] referral traffic and that one?\n\n[20:59] I'm gonna be Oh, the question was, what\n\n[21:00] was the Chrome signal manipulation\n\n[21:02] service? I'm going to be completely\n\n[21:03] transparent. I don't 100% understand how\n\n[21:05] it works, but what I do know is that he\n\n[21:07] somehow sends people into like a Google\n\n[21:09] Chrome browser which sends the signal\n\n[21:11] and he sends people from there to social\n\n[21:13] media over to the site. So it has it\n\n[21:16] being in Chrome I think is the key to\n\n[21:17] being that could be wrong. I don't know\n\n[21:19] but that's my understanding.\n\n[21:24] else,\n\n[21:33] man. I love it. All these creative ways\n\n[21:35] of of getting stuff done. Like you say,\n\n[21:38] don't take it literally, but use that to\n\n[21:40] inspire yourself to think outside of the\n\n[21:42] box. And you thought way outside of the\n\n[21:45] box.\n\n[21:46] out of some of those the the gigs that\n\n[21:49] you use on that platform which isn't\n\n[21:51] Fiverr, would you use any of those for a\n\n[21:56] a client let's say plumbing or know just\n\n[21:59] regular local businesses or any\n\n[22:01] business?\n\n[22:01] Yeah. So the question was do I use any\n\n[22:03] of the services that I showed in this on\n\n[22:05] regular ones? And the answer is yes. A\n\n[22:07] lot of those like web 2.0 social\n\n[22:09] profiles they're like a standard part of\n\n[22:10] like my my SOP. I have used the Chrome\n\n[22:13] signal thing, but only when like I need\n\n[22:16] like a really like I'm like stuck like\n\n[22:18] page two or something. That will usually\n\n[22:19] get me the rest of the way there. Uh the\n\n[22:22] rest of those the traffic ones a little\n\n[22:23] bit here and there. I don't have like I\n\n[22:26] don't do enough sites to where it's\n\n[22:27] really necessary most of the time, but\n\n[22:29] there's nothing wrong with it. I have\n\n[22:30] used it before.\n\n[22:33] Yeah. Yeah. All that's linked in that\n\n[22:35] thing that I uh in that last QR code.\n\n[22:45] that\n\n[22:52] that's why I let you.\n\n[22:54] Oh, thank you whoever said that.\n\n[22:59] Fiber guy said that.\n\n[23:03] Is that all or\n\n[23:12] on your SOP. I if I missed I just opened\n\n[23:14] it up. I didn't read it. When you got\n\n[23:16] the endorsement post from the the third\n\n[23:18] party Reddit that he did on on that\n\n[23:20] case, did let's assume it's called that\n\n[23:22] a tier one backlink and the way we\n\n[23:24] talked about it back to flico.io,\n\n[23:27] did you spend any time tier twoing\n\n[23:28] building links to what he posted on a\n\n[23:30] Reddit that with a long post URL or\n\n[23:31] anything like that?\n\n[23:32] So the question was, did I do any beyond\n\n[23:34] tier one or tier two? I was set up. But\n\n[23:36] the answer is no because I figured there\n\n[23:38] wasn't enough time for it to like with\n\n[23:40] the two-month window for it to like pass\n\n[23:41] that trust on. So no, I didn't.\n\n[23:43] Everything was directly to the site,\n\n[23:44] which is again not something I would\n\n[23:46] normally do, but this a short time\n\n[23:48] window, so I had to be more aggressive.\n\n[23:54] Curiosity question. You kept like\n\n[23:56] releasing videos. Oh, sorry. You kept\n\n[23:59] like releasing videos like it's going to\n\n[24:00] premiere, but they never premiered.\n\n[24:04] I I don't I don't\n\n[24:04] No. Like so and when you go search bar\n\n[24:07] and everything and you scroll down, you\n\n[24:08] have a video waiting to premiere and it\n\n[24:10] would like say in 24 hours and it reset\n\n[24:13] in 24 hours. Like what the hell is he\n\n[24:14] doing?\n\n[24:15] I don't know what you're talking about.\n\n[24:16] I'm sorry. The question was uh you had a\n\n[24:19] bunch of videos to like waiting to\n\n[24:21] premiere on YouTube and then they never\n\n[24:22] premiered. I I didn't know that I did.\n\n[24:29] Oh,\n\n[24:31] it should have. Uh if you look on like\n\n[24:32] my my YouTube on like ice cream. It\n\n[24:35] might be there. If not, maybe I just,\n\n[24:37] you know, I think, you know, I think\n\n[24:37] what happened there was one day.\n\n[24:39] Yeah, I think there was one day when I\n\n[24:41] was gonna do one and then something came\n\n[24:42] up and I couldn't do it.\n\n[24:45] That's called poking, right? That's\n\n[24:46] called Hey, that's called you. Hi. So,\n\n[24:48] let Nester explain actually\n\n[24:55] [ __ ] tired of talking already. But\n\n[24:57] YouTube poking if you set up a stream,\n\n[24:58] right? a live a live event\n\n[25:01] and set up the thumbnail with the\n\n[25:03] keyword and everything. If it's a type\n\n[25:05] of keyword that's easy enough, the\n\n[25:07] thumbnail will show in the SERs right on\n\n[25:09] page one without you ever releasing the\n\n[25:11] video. So you can schedule it out like a\n\n[25:14] year away. Now, huh?\n\n[25:17] Yeah, I remember that super old poking.\n\n[25:19] It was crazy, bro. Especially when you\n\n[25:21] used to remember you used to get the big\n\n[25:22] old thumbnail on the whole top and [ __ ]\n\n[25:24] used to be crazy. That [ __ ] still works\n\n[25:26] here and there, but noncompetitive like\n\n[25:28] that, right? Perfect [ __ ] play. And\n\n[25:30] Chris, next time, right, you can\n\n[25:32] actually schedule those out and keep\n\n[25:34] Yeah.\n\n[25:35] taking up multiple spots on page one.\n\n[25:37] Yeah. It wouldn't have counted though.\n\n[25:38] It was only the sites.\n\n[25:40] Oh, okay.\n\n[25:53] Simon are here.\n\n[25:57] Okay.\n\n[25:59] Did you do press releases? I didn't\n\n[26:01] notice there.\n\n[26:02] Uh, you could do them. I didn't do any.\n\n[26:04] I figured that it just\n\n[26:05] it doesn't push enough trust or\n\n[26:06] authority or whatever, but you could. A\n\n[26:08] couple few people did.\n\n[26:09] It's too vanilla.\n\n[26:10] Yeah. She said there's some online\n\n[26:12] questions.\n\n[26:16] Okay.\n\n[26:17] question, how much did the other\n\n[26:19] referral traffic rankings before the\n\n[26:22] signals?\n\n[26:23] Uh, the question was, how much did other\n\n[26:25] referral traffic uh affect ranking\n\n[26:27] before the Chrome signal? Before I did\n\n[26:29] that, I was on like page two or three\n\n[26:30] like it would flip flop around a lot\n\n[26:32] because there was so many people doing\n\n[26:33] things. Well, once I did that, I got to\n\n[26:35] page one and I stayed there and I was on\n\n[26:36] I was at number one most of the\n\n[26:38] competition.\n\n[26:39] And then the next question is from\n\n[26:40] Peter. Have you tested\n\n[26:43] web readings on different\n\n[26:48] Uh, the question was, have I tried\n\n[26:50] Matt's web free links on any other\n\n[26:51] project? No other links. And not yet is\n\n[26:54] the answer. So, we will try that soon\n\n[26:58] as soon as he lists a service like I've\n\n[27:00] been telling you.\n\n[27:03] No, I He's going to because I've been\n\n[27:05] yelling at him a lot.\n\n[27:10] Okay, let's give one more hand. Awesome.\n\n" }, { "filename": "SEO_Rockstars_2026_Day_3_-_Craig_Campbell", "title": "SEO Rockstars 2026: Day 3 - Craig Campbell", "video_url": "https://www.youtube.com/watch?v=cCp1P3FV0iM", "transcript": "[00:04] Hello everyone. It's Craig Campbell\n\n[00:06] here. Apologies I'm not there in person,\n\n[00:09] but thankfully I've been allowed to do\n\n[00:12] my presentation via video. Um, but yeah,\n\n[00:16] it's nothing to do with the fact that\n\n[00:17] I'm baldy just now and had a hair\n\n[00:19] transplant and I'm hiding it with this\n\n[00:20] hat just in case anyone's wondering why\n\n[00:23] the hell I'm sat with a hat on. Um, but\n\n[00:25] no, in all seriousness, I had a friend\n\n[00:28] who passed away recently and uh I wanted\n\n[00:32] to attend the funeral. So,\n\n[00:34] unfortunately, I'm unable to make rock\n\n[00:36] stars, but um I want to obviously try\n\n[00:39] and add some value to you guys. So,\n\n[00:42] let's get into the presentation. So, for\n\n[00:45] anyone who doesn't know me, my name's\n\n[00:47] Craig. I am based in Glasgow. Started\n\n[00:51] out as a freelancer locally. I went on\n\n[00:53] to build up my own agency. Um, and I\n\n[00:57] lasted about 10 years doing that. 15\n\n[00:59] years, sorry. Um, and then I flipped\n\n[01:02] over um, because I hated doing client\n\n[01:04] work. Flipped over to doing affiliate\n\n[01:06] marketing, do a lot of consultancy and I\n\n[01:10] do a bit of YouTube and acting on the\n\n[01:13] side as well, which I'm sure you have\n\n[01:14] heard in the past at previous\n\n[01:16] presentations. Um but I've spoken at\n\n[01:19] many conferences\n\n[01:20] um over the years [clears throat] and if\n\n[01:24] you guys ever want to reach out you can\n\n[01:26] use this um\n\n[01:29] here if you want to take a a screenshot\n\n[01:32] and you will be able to get in contact\n\n[01:34] with me using one of the various\n\n[01:36] platforms that I'm on. But I'm going to\n\n[01:40] talk about some black hat SEO techniques\n\n[01:42] that still make money in 2026.\n\n[01:46] Now,\n\n[01:48] obviously, a lot of the old gimmicks and\n\n[01:50] stuff have kind of [clears throat] died\n\n[01:53] over the years, uh, and no longer are\n\n[01:56] effective, but I want to talk about some\n\n[01:58] things that do make money, and\n\n[02:01] I want to show some stuff in the eye\n\n[02:03] gaming niche, uh, which is, uh, one of\n\n[02:05] the niches that I operate in, which is\n\n[02:08] ultra competitive, um, in most\n\n[02:11] countries, and want to show you guys a\n\n[02:14] bit about what's working in those\n\n[02:16] spaces. So\n\n[02:19] I do a lot of work uh between the US and\n\n[02:22] of course uh Southeast Asia and a lot of\n\n[02:25] people say well why Southeast Asia? Now,\n\n[02:28] Southeast Asia,\n\n[02:30] gambling is illegal, but people still\n\n[02:33] want to gamble. And I want to show you\n\n[02:36] examples of how we're able to get\n\n[02:39] websites like this\n\n[02:41] and getting that kind of growth very\n\n[02:43] very quickly. Because in the eye gaming\n\n[02:46] niche very different probably to uh a\n\n[02:49] lot of the niches that you guys are\n\n[02:50] operating in, you know, both locally,\n\n[02:52] nationally, and internationally. The eye\n\n[02:54] gaming niche is a little bit more of a\n\n[02:57] dog eat dog niche where you get away\n\n[03:00] with a lot more.\n\n[03:02] Now multiple examples of websites uh\n\n[03:06] from Vietnam who are getting these kind\n\n[03:09] of levels of growth and it's very simple\n\n[03:12] and very easy to deploy. Now you'll be\n\n[03:16] able to see here you do get growth, it\n\n[03:18] does stagnate, then you get growth\n\n[03:20] again, then it stagnates and so on and\n\n[03:21] so forth. But that can happen whether\n\n[03:23] it's India, whether it's uh Vietnam or\n\n[03:27] of course whether it's in America and\n\n[03:30] it's it's it's all the same kind of\n\n[03:32] thing. Uh and again here is the\n\n[03:35] Brazilian market. So just showing you a\n\n[03:37] variety of different markets out there\n\n[03:39] and of course the US market. Now the\n\n[03:42] volume is not the same in this example\n\n[03:44] but the method is the same um\n\n[03:47] regardless. Now using\n\n[03:52] uh domain name us.com\n\n[03:55] is what we've been doing in those\n\n[03:57] niches. Now a us.com you can literally\n\n[04:01] go to the website us.com and buy a\n\n[04:04] domain name for 15 bucks. Now these\n\n[04:08] these uh domain names can be acquired\n\n[04:10] through namecheep and various other uh\n\n[04:14] domain companies. Now these websites now\n\n[04:18] you can go to ahref for example and you\n\n[04:21] can go in and put us.com\n\n[04:24] scroll down to the top performing pages\n\n[04:26] and you will see that there's i gaming\n\n[04:30] porn websites and everything else that\n\n[04:33] are levering leveraging the us.com\n\n[04:37] power. You know you're basically you're\n\n[04:39] effectively buying a subdomain on\n\n[04:41] us.com. Now, if we go through this list\n\n[04:43] here, you'll be able to see the search\n\n[04:46] volume in some of this stuff is insane.\n\n[04:49] And you'll be able to see the top one\n\n[04:51] there. For example, bard US.com.\n\n[04:56] And there's a variety of other ones\n\n[04:58] throughout that list as well. And you'll\n\n[05:00] be able to see that these guys are able\n\n[05:02] to get serious amounts of traffic for a\n\n[05:07] low amount of keywords that are really\n\n[05:09] competitive. Now, it's like parasite\n\n[05:13] SEO. Everyone's been using parasite SEO\n\n[05:15] and it still works to this day if you\n\n[05:18] want to rank well, leveraging the power\n\n[05:20] of the parasite. Now,\n\n[05:24] the what what I've been doing with this\n\n[05:27] is obviously buying US.coms or UK.coms\n\n[05:31] or even some of the other European TLDs\n\n[05:34] you can also buy. Now what happens is\n\n[05:38] that you get your website, you get it\n\n[05:41] online, you put up your content and of\n\n[05:44] course you will start to rank for a\n\n[05:47] whole bunch of keywords. Now on top of\n\n[05:49] that um what I also do um is build links\n\n[05:56] to those pages. Now a lot of people say\n\n[05:58] well what are you using? Is it the the\n\n[06:01] usual uh money robot stuff and all this\n\n[06:05] kind of stuff? The answer is no. Uh I'm\n\n[06:08] looking for relatively spamfree\n\n[06:13] links that are cost effective. So you've\n\n[06:15] got websites out there like insert.link\n\n[06:19] and you can go into insert.link link and\n\n[06:21] you can buy guest posts, you can buy uh\n\n[06:24] link inserts or whatever you guys call\n\n[06:26] them, niche edits over there and they're\n\n[06:29] relatively cost effective and spamfree.\n\n[06:33] Um, and that's what I'm always looking\n\n[06:35] for. Now, you can see the prices on some\n\n[06:38] of these here are uh I would consider\n\n[06:42] them to be cheap. Um, but of course it's\n\n[06:47] up to you what you you want to do. I am\n\n[06:50] using these to power these up. These\n\n[06:52] domain names are highly relevant. They\n\n[06:56] are powerful, but yes, they're not five\n\n[06:58] bucks a pop. Now, you can of course go\n\n[07:00] and try the same method using the5 links\n\n[07:02] and and whatever else. They don't quite\n\n[07:05] carry the same power and a lot of those\n\n[07:06] links don't get indexed. So, if you do\n\n[07:09] want to get the same level of growth\n\n[07:12] and yes, it's the eye gaming niche and\n\n[07:14] the keywords are more competitive, I do\n\n[07:17] have to go in with slightly more\n\n[07:19] expensive links. Now, I'm not suggesting\n\n[07:22] that you guys have to go in and use that\n\n[07:25] exact formula. Uh, you may in the niches\n\n[07:29] that you operate in be able to do less.\n\n[07:32] And I think Ted Kabitis uh was was one\n\n[07:35] of the the guys that said this a few\n\n[07:37] years ago at a conference. It's doing\n\n[07:40] the least amount of work for the best\n\n[07:42] possible results or spending the least\n\n[07:44] amount of money to get the best results.\n\n[07:47] So I'm not uh saying you have to go and\n\n[07:49] buy expensive links, but this is part of\n\n[07:51] the strategy that that I'm deploying.\n\n[07:54] Now,\n\n[07:55] of course, you can go on here and you\n\n[07:58] can buy a whole bunch of links there.\n\n[08:00] And you'll be able to see I've spent um\n\n[08:03] about $17 $1,800\n\n[08:06] um on those links there. And that is\n\n[08:11] something obviously that that I'm\n\n[08:12] deploying. Now, I'm going to skip past\n\n[08:15] Olivia Brown. That is F Kazone's um\n\n[08:20] AI outreach. Now, yes, I do utilize this\n\n[08:24] tool. Um, and you can go away and do\n\n[08:28] some PR and whatever else if you want to\n\n[08:30] as well, or go and get niche edits or\n\n[08:34] whatever you want. Um, now obviously\n\n[08:37] Olivia Brown is a great tool to go and\n\n[08:41] get those quality links if you want to\n\n[08:43] add that to your mix. And yes, I do it\n\n[08:45] again for the casino space and try and\n\n[08:48] get some form of natural high quality\n\n[08:51] links and and I think Olivia Brown um is\n\n[08:55] is great for that as well. And it does a\n\n[08:58] lot of this stuff using AI. Um and it\n\n[09:03] finds journalists for you. You can\n\n[09:06] automate the outreach and you can pitch\n\n[09:08] to those people um using Olivia Brown,\n\n[09:11] which is a great tool. Um, but again,\n\n[09:14] I'm not suggesting that you have to do\n\n[09:16] it, but that's just another part of the\n\n[09:19] mix there. And of course, on top of\n\n[09:21] that, as Big Molino says,\n\n[09:26] [ __ ] viral traffic, whether you're in\n\n[09:29] the the local SEO space or or whatever,\n\n[09:32] you know, viral traffic still works. And\n\n[09:34] viral traffic is something I am also\n\n[09:37] sending to those casino websites as well\n\n[09:40] because whether you're doing it in a\n\n[09:42] local level, whether you're in the\n\n[09:43] casino space, viral traffic does move\n\n[09:46] the needle. Um, so viral traffic is\n\n[09:49] another important part of that mix. Now,\n\n[09:52] a lot of people say, well, big wow,\n\n[09:53] Craig, you know, we all know that. Where\n\n[09:55] are you getting your viral traffic from?\n\n[09:57] Now, we all know that CTR is getting\n\n[10:00] harder and harder to get because you\n\n[10:03] need to be logged in to aged personas\n\n[10:06] and, you know, you need proxies and\n\n[10:09] tools and everything else to, you know,\n\n[10:11] and even you know, the guys that are\n\n[10:13] doing local stuff, they're having to\n\n[10:15] spoof locations and and all sorts of\n\n[10:17] crazy stuff. So, it's getting harder.\n\n[10:19] But, Signal Boy H is a place where you\n\n[10:22] can get viral traffic. um that that is\n\n[10:26] Leo um and James Douly's um tool. Now\n\n[10:32] there are also other people in the\n\n[10:35] casino space who do sell viral traffic\n\n[10:38] and this is more of a warning rather\n\n[10:40] than something to buy. Um now viral\n\n[10:43] traffic is viral traffic and and at a\n\n[10:46] point in time that worked very very\n\n[10:48] well. Obviously, Google Google's getting\n\n[10:51] more sophisticated with things uh and\n\n[10:54] can certainly see a lot more than they\n\n[10:57] maybe used to or or or take into account\n\n[10:59] a lot more than they used to. Now, a lot\n\n[11:01] of guys out there selling viral traffic\n\n[11:03] are actually selling you propeller ads.\n\n[11:06] Now, if you don't know what that is, if\n\n[11:08] you ever go onto a porn website and then\n\n[11:11] you you click on something and it takes\n\n[11:13] you to another website, then Propeller\n\n[11:16] Ads H is exactly what that is. Now, so\n\n[11:20] obviously a lot of garbage traffic, not\n\n[11:24] relevant to your niche, and people will\n\n[11:26] bounce off your website straight away,\n\n[11:27] but it used to give that viral impact.\n\n[11:30] So, be careful what you're buying. I'm\n\n[11:32] not uh advocating using propeller ads. I\n\n[11:35] am telling you to be very careful that a\n\n[11:37] lot of viral traffic sellers are selling\n\n[11:39] this garbage. And that is something you\n\n[11:42] need to be careful of um as well or pop\n\n[11:45] cache uh ads and all that kind of stuff.\n\n[11:48] It's all the same kind of thing and\n\n[11:50] [snorts] you want to make sure that\n\n[11:53] you're not utilizing that. Now, websites\n\n[11:57] that I've got in the US and stuff like\n\n[11:59] that, you'll be able to see I was able\n\n[12:01] to get some decent growth uh from March\n\n[12:04] right up until uh now and you'll be able\n\n[12:09] to see the the backlink profile and the\n\n[12:13] DR is very very high. Um,\n\n[12:18] obviously leveraging age domains and\n\n[12:19] everything is something you can do as\n\n[12:21] well, but you'll be able to see there's\n\n[12:23] a lot of backlinks being pointed at the\n\n[12:25] website and of course uh good content\n\n[12:28] strategy. Now,\n\n[12:31] I am a big fan of using the us.com. It\n\n[12:35] still works, but you can still do the\n\n[12:39] same thing using age domains, which\n\n[12:42] still works very very well. Um now a lot\n\n[12:45] of people make the mistake of\n\n[12:49] not understanding the difference between\n\n[12:51] an expired and an age domain. An age\n\n[12:54] domain does not expire and and for me\n\n[12:58] carries a lot more power. But of course\n\n[13:01] you need to check that some other person\n\n[13:03] uh hasn't taken advantage of that and\n\n[13:05] abused the website.\n\n[13:07] You're trying to get an age domain that\n\n[13:10] hasn't dropped that's not been abused by\n\n[13:12] some other SEO. um those work very very\n\n[13:15] well. Now, it's all right going and\n\n[13:18] building those links and everything\n\n[13:19] else. Now, the content's the pain in the\n\n[13:22] ass to get going, as I'm sure we all\n\n[13:25] know, and I'm going to talk you through\n\n[13:28] my AI writing process that works for me\n\n[13:31] because I've got to when I'm in the\n\n[13:33] casino space, I've got to hit it with\n\n[13:35] quite a lot of volume. Um, now\n\n[13:39] one of my friends, Victoria Olsena,\n\n[13:43] um, and and by the way, you guys can\n\n[13:45] actually buy this from her if you go,\n\n[13:48] uh, to her website, which is, uh, just\n\n[13:52] just Google Victoria Osina and you'll\n\n[13:54] see her Argentinian, but she's based in\n\n[13:56] the UK, and she's very, very clever with\n\n[14:00] custom GPTs and feeding the LLM and all\n\n[14:04] of that stuff. Now,\n\n[14:06] she gives you the instructions. You can\n\n[14:08] go and buy this for $99. Um, so she'll\n\n[14:11] tell you how to go and create your own\n\n[14:15] marketer GPT\n\n[14:17] and she will show you how to build the\n\n[14:21] knowledge base and everything,\n\n[14:22] everything else that you need to build\n\n[14:25] in order for the custom GPT to write for\n\n[14:27] you. So, I'm going to scroll through\n\n[14:29] this because I don't want to bore you to\n\n[14:31] tears with all of this information, but\n\n[14:34] it does plug into Neuron Writer, uh,\n\n[14:37] which is very similar to Surfer where it\n\n[14:40] will score your content and and, you\n\n[14:42] know, do all of the kind of other stuff\n\n[14:44] that you want it to be doing. So, the\n\n[14:47] custom GPT is plugged in to Neuron\n\n[14:50] Writer's API, which is [ __ ] amazing.\n\n[14:53] Now, Neuron Writer doesn't actually cost\n\n[14:55] a lot of money. It's $57\n\n[14:58] and\n\n[14:59] you're just wanting that API access.\n\n[15:02] Now,\n\n[15:04] the most important thing\n\n[15:07] with everything is getting those pages\n\n[15:10] indexed. And obviously, you can see\n\n[15:12] here,\n\n[15:13] we're getting content indexed using that\n\n[15:16] custom GPT. And we're doing it in the\n\n[15:19] casino space, like I say, for keywords\n\n[15:22] that have high volume, that are ultra\n\n[15:25] competitive,\n\n[15:26] and making some decent money. [laughter]\n\n[15:30] So between using the us.com\n\n[15:34] or age domains, a decent aggressive\n\n[15:38] content strategy using the custom GPT\n\n[15:41] which plugs into neuron writer and of\n\n[15:43] course powering that up with links and\n\n[15:47] some viral traffic is helping me um make\n\n[15:51] some money in the casino niche. Now,\n\n[15:55] next thing that I want to talk about\n\n[15:56] that's working really well. Um, and I've\n\n[16:00] got a picture of these [ __ ] horrific\n\n[16:02] toes. Now, you might be asking yourself,\n\n[16:04] whose [ __ ] toes is that? Now, you'll\n\n[16:06] be able to see um that that is a a\n\n[16:09] colored chap and is he goes by the name\n\n[16:12] of Kasra Dash?\n\n[16:14] [laughter]\n\n[16:15] So, if you want to tag him in it, you\n\n[16:17] can. Uh, Kasra Dash has the website only\n\n[16:20] feet um.com.\n\n[16:23] Oh, sorry.\n\n[16:25] Onlyfeat. us.com. So, just an example of\n\n[16:29] those US.coms working well. Even if\n\n[16:32] you're in the feet game, you can see\n\n[16:35] people are leveraging that and getting\n\n[16:37] some decent traffic uh from from the\n\n[16:40] feet perspective. But, Kazbulla Dash H,\n\n[16:44] I want to talk a little bit about this\n\n[16:45] guy. [snorts] Um\n\n[16:48] now\n\n[16:50] he his real name is Kazra Dash. We have\n\n[16:53] created a new name for him. Kazbullah.\n\n[16:57] Now if you go to chat GPT and you\n\n[17:03] ask who Kazbullah dash is or this is\n\n[17:06] previously um so if you asked who it was\n\n[17:08] before it came up saying that it was a\n\n[17:12] playful pseudonym or an alternative\n\n[17:16] identity of Kazra dash and that is not\n\n[17:20] ideal. We don't want the LLM to be\n\n[17:23] thinking that that's just a little joke.\n\n[17:25] So, how do we feed the LLMs and stuff\n\n[17:28] like that? Now, again, if you were to\n\n[17:32] previously go into chap GPT, it would\n\n[17:35] tell you that me\n\n[17:39] um has made social media posts and\n\n[17:42] tagging him in under the name Casbull.\n\n[17:45] Um, and it's all done in good fun and\n\n[17:47] everything else, which of course is\n\n[17:48] true.\n\n[17:51] Now, if you went to chat GPT and put in\n\n[17:54] Casra dash, it would put up this and it\n\n[17:58] would put in that, you know, he's an SEO\n\n[17:59] guy and he does this and he does that,\n\n[18:01] which is fine. Now, how did I start\n\n[18:05] feeding the LLMs and how did that result\n\n[18:09] in chat GPT now thinking that he's\n\n[18:12] actually called Kazbullah? Now, the\n\n[18:14] first step\n\n[18:16] was to get links on other websites. Now,\n\n[18:19] this\n\n[18:21] Samovich\n\n[18:23] runs an event in Italy and\n\n[18:27] he asked me if I could get Kasra to\n\n[18:29] speak there as well. And I said yes. And\n\n[18:32] but he he continually called Kazra\n\n[18:35] Kasra.\n\n[18:36] And I'm like, dude, that's not his name.\n\n[18:38] His real name is Kazbullah. And you'll\n\n[18:40] be able to see in the response here, he\n\n[18:42] said, sorry, he gave me the name\n\n[18:45] Kazradash. And I'm like, no, no, no.\n\n[18:47] Here's the website, kazbulad.com and\n\n[18:49] everything else. So, next thing we know,\n\n[18:52] casbull-ash is mentioned on the event\n\n[18:55] website. Now, Kasra sends me a\n\n[18:57] screenshot of that saying, \"You dirty\n\n[18:58] bastard.\" Now, of course, we went out\n\n[19:02] there and also got kasbull-.com\n\n[19:05] and we threw up a website on it, um,\n\n[19:08] which obviously has some fun material on\n\n[19:10] there.\n\n[19:12] We also bought kazbullah.co.uk.\n\n[19:15] Again, another website that we threw\n\n[19:18] some stuff at.\n\n[19:20] We also bought kazradash.co.uk.\n\n[19:23] Now, the important part here is this\n\n[19:27] stupid bastard didn't even buy his own\n\n[19:30] [ __ ] domain name. Now, the reason\n\n[19:33] that I'm highlighting this is if you're\n\n[19:36] feeding the LLMs, they love an exact\n\n[19:38] match domain name. They believe what is\n\n[19:41] on an exact match domain name as well.\n\n[19:44] So we were able to put on Kazra dash\n\n[19:48] casbula kasbula kasbula effectively.\n\n[19:51] [snorts] Um\n\n[19:53] and like I say just proof that I own\n\n[19:55] that um is is there. Um now obviously\n\n[20:01] Google trust exact match domain names\n\n[20:03] but there's also other trust signals\n\n[20:05] that they're looking for to corroborate\n\n[20:07] that information.\n\n[20:09] And one of those trust signals is we\n\n[20:12] built a GMBB for it. Um a nice pin drop.\n\n[20:16] Uh [snorts] we didn't do it in any\n\n[20:18] specific location. We just done it in\n\n[20:20] Scotland which is where I'm located and\n\n[20:24] um set that up there. Now some other\n\n[20:28] trust signals. Now if we Google casbula\n\n[20:30] dash obviously some of these websites\n\n[20:32] are starting to populate and uh rank\n\n[20:35] really well.\n\n[20:37] Now we also went out there and the top\n\n[20:40] website we you'll see is we launched a\n\n[20:43] book using Kazbulla Dash as the author a\n\n[20:47] Google book um again another trust\n\n[20:49] signal and we done a whole bunch of the\n\n[20:52] kind of wiki wiki websites that are out\n\n[20:55] there which you can buy on legit and\n\n[20:58] you'll be able to see um you know a\n\n[21:01] number of those that are referring to\n\n[21:02] Kazra as Kazbullah [snorts] and one of\n\n[21:06] those is obviously be I can't even see\n\n[21:09] it, but\n\n[21:10] it's one of the wikis that you can buy\n\n[21:12] on there and you'll be able to see that\n\n[21:14] we were able to um put whatever\n\n[21:18] information we wanted to put on there.\n\n[21:22] And I went out and created a knowledge\n\n[21:24] panel for him, a wiki data profile for\n\n[21:26] him.\n\n[21:28] And of course,\n\n[21:31] after all of that was done, now that was\n\n[21:33] all done over a a six week period. And\n\n[21:37] if you then go to chat GPT, it would\n\n[21:40] come up saying Kazbulladash is the\n\n[21:43] British entrepreneur, the SEO\n\n[21:45] specialist. He was mentored by me and\n\n[21:48] all of this kind of stuff. [laughter]\n\n[21:51] So, we're able to manipulate the LLM's\n\n[21:54] doing that and, you know, establishing\n\n[21:57] him um and and his name using multiple\n\n[22:01] entities. you know, we we we'd done all\n\n[22:04] of the stuff that we had to do in order\n\n[22:07] to to switch from Kasra to Kazbullah.\n\n[22:10] And obviously, the same can be done for\n\n[22:13] pretty much anything uh when when it\n\n[22:15] comes to to feeding the LLMs and talking\n\n[22:18] about the topic or the person more than\n\n[22:21] once on multiple trusted other websites\n\n[22:24] is key in doing that. Um, and also I've\n\n[22:28] done it with a guy called Russell Lobo\n\n[22:30] who's also in the SEO space. Done the\n\n[22:33] exact same thing to him and uh, again,\n\n[22:36] stupidly didn't buy his own domain name.\n\n[22:39] So, make sure the lesson to be learned\n\n[22:42] from there is protect your brand because\n\n[22:44] it's all good and well doing this stuff\n\n[22:46] for fun and of course uh it was all done\n\n[22:49] in in fun for Casra, but in reality the\n\n[22:54] more people are feeding the LLM and\n\n[22:56] manipulating stuff and everything else,\n\n[22:59] someone's going to come after your brand\n\n[23:01] potentially. So, make sure that you do\n\n[23:03] [ __ ] protect your brand because\n\n[23:05] someone will come and take it. Um, and\n\n[23:08] of course, make sure you do feed the\n\n[23:09] LLMs with good information for you. Um,\n\n[23:14] and you know, again, feeding the LLM,\n\n[23:17] you know, we can use um the search\n\n[23:20] functionality on other websites, and\n\n[23:22] you'll be able to see the one that's\n\n[23:24] fourth down. That is actually a Roman\n\n[23:28] Catholic website in Atlanta. And we put\n\n[23:31] on um Craig Campbell's the best black\n\n[23:34] hat SEO in the world. Now, of course, um\n\n[23:38] you you can go and find websites that\n\n[23:40] have the search functionality uh enabled\n\n[23:44] and find websites that allow you to do\n\n[23:47] that. Now, the key to this process is\n\n[23:50] obviously finding the the websites that\n\n[23:53] have the search function available and\n\n[23:57] of course utilizing the power and\n\n[23:59] authority of that website. Now this is\n\n[24:02] obviously the website that we done it\n\n[24:04] for for me and\n\n[24:08] uh what I done was we we established a\n\n[24:10] whole bunch of websites. We forced index\n\n[24:13] those URLs. We're using a tool called\n\n[24:16] indexional\n\n[24:18] and this only charges you if it can\n\n[24:21] index the URL. It doesn't charge you if\n\n[24:23] you if you can't. And you'll be able to\n\n[24:26] see even websites like [ __ ] CNN\n\n[24:30] have the search functionality enabled.\n\n[24:32] So I could force index that URL and do\n\n[24:37] my thing with that as well. Um, now I'm\n\n[24:40] not going to talk too much about GMBBS\n\n[24:42] um because I'm sure a number of you guys\n\n[24:45] out there have already spoken about that\n\n[24:48] and I don't want to recover old ground.\n\n[24:52] Um but you know also\n\n[24:56] I get abused online as well um by my\n\n[25:00] colleagues and friends and again uh\n\n[25:04] people are always doing funny things\n\n[25:06] feeding the LLM with misinformation and\n\n[25:08] all that kind of stuff and it's all good\n\n[25:11] fun um and in doing so um and you know\n\n[25:15] me getting abused\n\n[25:18] uh was by a chap called Um, Alan\n\n[25:22] Claddics. Now, I'm going to actually\n\n[25:24] show you what he done. I'm going to uh\n\n[25:27] pause for a second and just get the\n\n[25:29] information up. Now, fun story. I came\n\n[25:33] across this website which is\n\n[25:34] Craig-Cell-seo.com,\n\n[25:37] which is not my website. Now, you'll be\n\n[25:41] able to see if you look at the\n\n[25:44] navigation bar, Only Fans, Pornhub,\n\n[25:47] IMBD.\n\n[25:49] They got that bit wrong. um and all this\n\n[25:51] kind of stuff. Now, you'll be able to\n\n[25:53] see on here as well, it says that I have\n\n[25:56] been doing SEO for 69 centuries and all\n\n[25:59] of this [ __ ] Now, this was actually\n\n[26:01] made by uh a friend of mine. Now,\n\n[26:06] coincidentally, I blamed another friend\n\n[26:09] for this. I blamed James Douly. When I\n\n[26:11] first seen this website, which ranks for\n\n[26:13] my [ __ ] name, uh I phone James Douly\n\n[26:17] and I'm like, \"Get the [ __ ] website\n\n[26:18] down, you cunt.\" And he's like, \"What\n\n[26:20] the [ __ ] are you talking about?\" And I'm\n\n[26:21] like, \"Dude, you [ __ ] done this. If\n\n[26:23] you don't stop it, I'm going to get you\n\n[26:24] back.\" Anyway, forgot all about it for\n\n[26:28] about a year. And then I was at an event\n\n[26:31] in Poland in May 2025.\n\n[26:35] And I was standing outside um the event\n\n[26:39] and someone said, \"Craig, you need to\n\n[26:40] come in. You've been shouted. Someone on\n\n[26:42] stage is shouting on you.\" And I went in\n\n[26:44] and one of my friends said, \"Do you\n\n[26:47] recognize this website?\" And I looked at\n\n[26:49] it and I went, \"Yeah, yeah, I know. I\n\n[26:50] know of the website.\" I says, \"But it's\n\n[26:52] not mine.\" And he said, \"Yeah, it's\n\n[26:54] mine.\"\n\n[26:55] [laughter] And uh the whole point here\n\n[27:00] was he fed the LLM\n\n[27:04] that I was an aquapony expert, a [ __ ]\n\n[27:08] aqua pony expert. Um, and you'll be able\n\n[27:10] to see here if you put that into chat\n\n[27:13] GPT, it's saying that, you know, uh, I'm\n\n[27:16] a recognized Aqua Pony expert. In fact,\n\n[27:19] the aquapony.frites\n\n[27:21] down, but he did have aquapony.fr, which\n\n[27:24] referenced me as uh, one of the leading\n\n[27:28] aquapony experts that's out there. So\n\n[27:30] again, he was able to manipulate the\n\n[27:34] LLMs using other websites,\n\n[27:37] corroboration, and of course, uh,\n\n[27:39] feeding the LLM with all that garbage\n\n[27:41] about me being um, an Aqua Pony expert.\n\n[27:46] Now, did he\n\n[27:48] work for the Olympic team?\n\n[27:54] God, I didn't even spell it right. But,\n\n[27:58] um, this was on there. It was on the the\n\n[28:00] aquapony.fr\n\n[28:02] website which has now been taken down.\n\n[28:04] Um, but again, you can feed the LLM's uh\n\n[28:09] a whole heap of garbage and it works\n\n[28:12] very very well. So, I also get abused\n\n[28:15] while we're doing all the testing. And\n\n[28:16] the point here is to continue doing\n\n[28:19] testing, feed the LLMs. There's traffic\n\n[28:21] coming from them, exposure and\n\n[28:23] everything else. So, what wanted to to\n\n[28:27] say that it's not just me that does the\n\n[28:29] abusing. Um, and also I wanted to show\n\n[28:32] you something else. Uh, before I do wrap\n\n[28:35] up, guys, cuz I know I am running out of\n\n[28:37] time. Um, there's a website here.\n\n[28:41] I've obviously blanked out the the URLs\n\n[28:43] just because I don't want people jumping\n\n[28:45] into my niche. Um, but you'll be able to\n\n[28:48] see in the last 28 days, 500,000 clicks,\n\n[28:52] 38.5 million impressions, and of course,\n\n[28:57] it's in the casino niche. And you can\n\n[29:00] see the countries of where we're getting\n\n[29:02] the traffic from as well, um, the US.\n\n[29:06] So, just wanted to highlight that this\n\n[29:08] [ __ ] absolutely [ __ ] works. and you\n\n[29:12] know uh at the time of recording this um\n\n[29:17] you know looking at the the last 28 days\n\n[29:20] or you know obviously can look at the\n\n[29:21] last 24 hours um you can see that\n\n[29:24] there's still a serious amount of\n\n[29:26] traffic and I'm recording this um you\n\n[29:28] know in the 13th of January as you can\n\n[29:30] see in the top right hand side of my\n\n[29:32] screen. So again,\n\n[29:35] these are kind of working in the casino\n\n[29:37] space. They do work in other niches. So\n\n[29:39] make sure that you do test and take\n\n[29:44] action on a lot of the stuff that's out\n\n[29:47] there. And if you do want to follow me,\n\n[29:50] the best place to get me is on\n\n[29:51] Instagram. Um because I get bombarded by\n\n[29:54] people on Facebook and stuff, so I'm not\n\n[29:56] that proactive on there. Um or like I\n\n[29:59] say, you can get me on my YouTube\n\n[30:01] channel. um where I do put out a lot of\n\n[30:04] information, have Q&A sessions and\n\n[30:07] everything else. So hopefully you guys\n\n[30:09] enjoyed that presentation and yeah\n\n[30:12] that's it from me. So there you have it\n\n[30:14] guys uh my presentation. Hopefully you\n\n[30:17] guys have enjoyed it. You can reach out\n\n[30:19] on social media if you'd like to connect\n\n[30:22] with me or catch me on YouTube or\n\n[30:24] whatever and hopefully I can catch you\n\n[30:27] at another event in the near future. But\n\n[30:29] hopefully you guys have an amazing rest\n\n[30:32] of the event and don't get too drunk,\n\n" }, { "filename": "SEO_Rockstars_2026_Day_3_-_Mike_Merlino", "title": "SEO Rockstars 2026: Day 3 - Mike Merlino", "video_url": "https://www.youtube.com/watch?v=IbNIMiMwjj4", "transcript": "[00:03] I have to apologize because it's very\n\n[00:05] embarrassing that I do a lot of AI [ __ ]\n\n[00:08] but my slides are a [ __ ] mess. I\n\n[00:10] apologize. Not even going to explain\n\n[00:12] why. It's just called life, right? But I\n\n[00:15] really don't give a [ __ ] about slides.\n\n[00:16] My favorite presentation and the\n\n[00:18] presentation I've gotten the most like\n\n[00:21] great feedback on was that shout out to\n\n[00:23] Chris Walker's uh event, Legit Myrtle\n\n[00:26] Beach. And I was like this before the\n\n[00:29] before we started I called everyone up\n\n[00:31] so they could see because the\n\n[00:32] screenshots I know they're not going to\n\n[00:34] see what I want you to see. Right? So\n\n[00:36] that's how it started. Then we left and\n\n[00:39] then we got started and I tried to use\n\n[00:40] the slides and then I was just man [ __ ]\n\n[00:42] these slides and just did the\n\n[00:44] presentation which I prefer quite\n\n[00:46] honestly. So I'mma do these slides. I'm\n\n[00:48] probably not going to stand here the\n\n[00:49] whole time. And I really would like to\n\n[00:52] get to the SERs cuz I want you to see in\n\n[00:55] real [ __ ] time because every time I\n\n[00:57] do that, people always end up like, \"Oh,\n\n[00:59] I never noticed that or I never saw that\n\n[01:02] or and for me a screenshot's cool, but\n\n[01:05] show me.\" You know what I mean? Like\n\n[01:07] Nester, if I didn't know Proxmont, yo,\n\n[01:09] log in. Show me. What is that? Like, I\n\n[01:11] want to know. That's how you learn. All\n\n[01:14] right.\n\n[01:15] Oh, is there a clicker or or no? Because\n\n[01:17] the way I'm in, I don't think it'll work\n\n[01:19] because I'm on Chrome remote desk.\n\n[01:22] Oh, I spoke too [ __ ]\n\n[01:26] Let's go. All right, check it out, guys.\n\n[01:29] So, a tough thing when I first started\n\n[01:31] speaking was Clint Butler was like, \"Yo,\n\n[01:33] bro, that was good, but you know, you\n\n[01:35] might want to like change your slides,\n\n[01:38] maybe, right? Like not not keep talking\n\n[01:40] about the same [ __ ] but like change the\n\n[01:42] slides up.\" And I kind of started\n\n[01:43] finding ways to change what I'm talking\n\n[01:45] about a bit. And it's been an ongoing\n\n[01:48] challenge because hear me clearly,\n\n[01:51] I've been doing the same [ __ ] SEO wise\n\n[01:54] for seven to eight years at least. The\n\n[01:57] only thing that's changed is instead of\n\n[01:59] Ranker X and uh uh Money Robot, it's\n\n[02:02] [ __ ] SEO Neil. I'm still doing Google\n\n[02:04] stacks, just not as heavy, more uh with\n\n[02:07] more intent and for specific reasons to\n\n[02:09] push PAAs up, which we're going to go\n\n[02:11] over. Any goblins in the building? All\n\n[02:14] right, just don't get mad, right? I'm\n\n[02:16] not showing them everything. You know\n\n[02:18] what I mean? But this is what I've been\n\n[02:19] talking about, right? And then I created\n\n[02:21] the goblins so that people could make it\n\n[02:23] easier, right? That did the act. All\n\n[02:26] right. Uh, next button. Boom. This is\n\n[02:30] I've been saying this [ __ ] forever. I'm\n\n[02:32] never going to stop. Who you are, what\n\n[02:35] you do, where you do it. Now, I'mma let\n\n[02:36] y'all know the inner secrets that people\n\n[02:39] have no [ __ ] clue. Every patent I've\n\n[02:42] ever found, I've been studied and\n\n[02:44] analyzed years and continuously do\n\n[02:48] because I'm not that smart and there's\n\n[02:50] always something new to find. Oh, those\n\n[02:52] patents are for 2014. So what if it's\n\n[02:57] still relevant? It's still relevant,\n\n[02:58] right? When when Yandex leaked their\n\n[03:00] algorithm, if you didn't grab that up\n\n[03:03] and if you don't got that somewhere and\n\n[03:04] if you didn't pull and compare,\n\n[03:07] you're not doing [ __ ] like I do, right?\n\n[03:09] and let me do it and then bring it to\n\n[03:10] y'all because I like doing that [ __ ]\n\n[03:12] Who you are, what you do, and where you\n\n[03:14] do it is the core of everything. And by\n\n[03:16] the way, when you get to the next level\n\n[03:19] of this, of course, it's who you are,\n\n[03:21] where you do it, what you do it, why you\n\n[03:24] do it, who does it, you know, the whole\n\n[03:26] brand profile. But as far as patents\n\n[03:30] work on the other set of [ __ ] slides\n\n[03:33] that I have because this [ __ ] is a\n\n[03:34] cluster [ __ ] I've put in what patents\n\n[03:38] prove that's what this is. What patents\n\n[03:42] prove that's what that is. So that just\n\n[03:45] in case [ __ ] want to come at\n\n[03:46] me, read the patent and shut the [ __ ]\n\n[03:49] up.\n\n[03:51] You want to win? DO WHAT I SAY. NOT\n\n[03:53] BECAUSE I KNOW IT ALL. BECAUSE I'M\n\n[03:54] GIVING it to you, bro. Prove me wrong.\n\n[03:58] [ __ ] wish somebody would. Sean tried\n\n[04:00] as my friend. He even tried and then he\n\n[04:03] had to admit it. Damn, bro. You was\n\n[04:05] right. Did you, you know, couple little\n\n[04:07] things. And by the way, Sean is speaking\n\n[04:09] here because that [ __ ] knows his\n\n[04:11] [ __ ]\n\n[04:12] Steel, stopping shield, right? Or iron\n\n[04:14] shark, whatever that saying is, guys.\n\n[04:17] Building a brand. I'm not going to be\n\n[04:18] looking up here. You guys should know\n\n[04:19] this stuff. This is it, right? Just look\n\n[04:22] at me. [ __ ] the slide. I have the\n\n[04:24] slides. You'll get them. Who you are,\n\n[04:26] what you do, where you do it. How do you\n\n[04:27] do that? Content, right? We all need\n\n[04:30] content. Audio, images, video. You tie\n\n[04:35] it together with schema. You add in your\n\n[04:37] LLM text file. Engagement or CTR\n\n[04:40] manipulation. How I first started\n\n[04:42] teaching [ __ ] The cherry on\n\n[04:43] top is what I started teaching because I\n\n[04:46] thought y'all, no disrespect, I thought\n\n[04:48] y'all all knew all the other layers on\n\n[04:50] all the different levels that I know it\n\n[04:54] because I don't just rank for content.\n\n[04:57] I rank on all social media, all image\n\n[05:01] tabs, AI overview, maps, and it doesn't\n\n[05:04] matter where you go.\n\n[05:06] Reddit, Kora,\n\n[05:08] Tumblr, Medium, Blogger, all types of\n\n[05:13] parasites. And the brand mention like\n\n[05:18] who here was at Rockstars 2022?\n\n[05:21] Nobody.\n\n[05:22] My first talk, right? Brand, brand,\n\n[05:24] brand, send branded traffic,\n\n[05:26] [ __ ] Had the proof. People\n\n[05:29] thought I was lying. Then the helpful\n\n[05:31] content update came up. And then even\n\n[05:33] you told me, Nester, right? Oh, Molino,\n\n[05:35] your name has been right because helpful\n\n[05:38] content the [ __ ] update. I'VE BEEN\n\n[05:40] SPAMMING TOO HARD, BRO. You got to have\n\n[05:42] a brand. You can't just have all exact\n\n[05:44] match anchors. And by the way, exact\n\n[05:46] match anchors, exact match domains, and\n\n[05:50] exact match GMBBS or or what do you call\n\n[05:53] that [ __ ] the meta like there's no\n\n[05:55] better\n\n[05:56] there is no better just like videos in\n\n[05:59] URL title right if you want to rank for\n\n[06:01] something it's easy why you think a lot\n\n[06:03] of them paas are so easy bro\n\n[06:06] especially when you add the geo at the\n\n[06:08] back cuz who else is targeting that term\n\n[06:12] see I don't always explain everything\n\n[06:14] super detailed because I kind of like\n\n[06:17] think you'll get it you get it right\n\n[06:19] like come on now if the paa is this and\n\n[06:21] we're adding this and then giving a\n\n[06:23] better answer and pushing for the GMBB\n\n[06:26] locality. How could we lose?\n\n[06:29] All right, covered all that. And guys,\n\n[06:32] AI overviews, don't be scared of that\n\n[06:34] [ __ ] That's the most exciting thing\n\n[06:36] happening right now because if you know\n\n[06:38] how to do the [ __ ] which is not hard,\n\n[06:40] then you could be upselling that [ __ ] to\n\n[06:41] clients left and right and showing them\n\n[06:43] what you bring to the table versus other\n\n[06:46] agencies that have no idea what the [ __ ]\n\n[06:48] is going on. They're still wondering,\n\n[06:50] why why is the map calls down?\n\n[06:53] If you don't got the socials into the\n\n[06:55] back of your GMBB,\n\n[06:57] I don't want to say slap yourself, but\n\n[06:59] slap yourself. This is back here for a\n\n[07:01] reason. If you don't throw that in your\n\n[07:03] knowledge panel, you're whing the [ __ ]\n\n[07:05] out. If those socials are not on the\n\n[07:07] footer of your website, you're whing the\n\n[07:09] [ __ ] out. You're leaving the simple\n\n[07:11] justification and trust signals that\n\n[07:13] Google needs all around like this don't\n\n[07:16] matter. I'm not a smart business owner.\n\n[07:18] Simon went over justifications, trust\n\n[07:21] badges, gaff, license number. I had\n\n[07:23] mentioned it. I'mma tell y'all again.\n\n[07:25] Above the fold, bro. I've been doing\n\n[07:26] that for 18 years. Not cuz I'm smart. I\n\n[07:30] just went to the top ranking websites in\n\n[07:32] my niche in every major city in the\n\n[07:34] United States, made a spreadsheet, even\n\n[07:36] though I hate them, and this is way long\n\n[07:38] ago,\n\n[07:40] and I found what they did. Okay, let me\n\n[07:42] put this. I mean, success leaves clues,\n\n[07:44] bro.\n\n[07:46] Fire crawl. How many people use fire\n\n[07:48] crawl? Not SEO related, but hey, I bro\n\n[07:51] how would you do what you do without\n\n[07:53] that tool? It'd be [ __ ] impossible.\n\n[07:55] Firecraw, go get yourself a little\n\n[07:57] account for when you coding. You want to\n\n[07:58] scrape, make a little rag, blah blah\n\n[07:59] blah, right? I don't want to get off\n\n[08:00] track, but point is fire crawl. Add that\n\n[08:02] into your tool stack to go get data and\n\n[08:07] embed it, vectorize it, and then be able\n\n[08:09] to talk with it, chop it up with it, the\n\n[08:10] way I did with the SEO Rockstars\n\n[08:12] website.\n\n[08:14] One other thing about social media, the\n\n[08:16] reason why social media is so important\n\n[08:18] is Google's not dumb. It's been in their\n\n[08:20] patents and then, you know, shout out to\n\n[08:22] Jumper out there. You know, Instagram\n\n[08:25] changed [ __ ] up years ago and that's\n\n[08:27] when Google had to start really paying\n\n[08:29] attention and they then owned YouTube.\n\n[08:31] Then Tik Tok came in and then the whole\n\n[08:33] [ __ ] started shifting. But Google knew\n\n[08:38] that uh uh influencers are going to\n\n[08:40] become the new affiliates because\n\n[08:42] everybody out there wants a referral.\n\n[08:46] Yo, Jose, I'm trying to build a house\n\n[08:48] and you know, you know someone. No. Yo,\n\n[08:50] you know, I don't want to go Google and\n\n[08:52] take J read Yelp reviews. I want someone\n\n[08:55] that use the service to refer them to\n\n[08:57] me. Any business owners here?\n\n[09:01] I mean, every hand should be up, right?\n\n[09:02] What the [ __ ] are you doing here if you\n\n[09:03] don't own a business?\n\n[09:05] What's the easiest\n\n[09:07] most ROI custom referral?\n\n[09:12] Right? So following Google being someone\n\n[09:17] that sells ads, but they got to answer\n\n[09:19] the question first to get there because\n\n[09:20] they have a funnel, right? The intent\n\n[09:22] behind the intent,\n\n[09:24] excuse me. They want to be able to trust\n\n[09:27] and bring in resources\n\n[09:29] that are trusted\n\n[09:31] to help refer the best company for that\n\n[09:36] service. Stay with me y'all cuz if\n\n[09:38] you've been listening to me, you know\n\n[09:40] I've been talking about this [ __ ] since\n\n[09:42] before that was in the GMD. That's on\n\n[09:44] record at Rockstars. One Rockst Stars\n\n[09:47] I'm talking about it is not there. The\n\n[09:48] next Rockstars I'm talking about look\n\n[09:50] [ __ ] right? Same thing with\n\n[09:51] short videos. Watch how they're gonna\n\n[09:53] tie together the two things I can say\n\n[09:57] proudly. I TOLD EVERYBODY BEFORE I HIT\n\n[10:00] THE [ __ ] SERS. CAN NOBODY take that\n\n[10:02] from me? Just learn and apply though\n\n[10:05] because I don't care about that. I want\n\n[10:07] y'all to win. Check this out. How many\n\n[10:09] people seen the new mid link?\n\n[10:12] Okay, watch this. Now I'm gonna have to\n\n[10:14] try to get live.\n\n[10:17] Ah, see they got to see this.\n\n[10:22] No, I'll go back to it. Let me get\n\n[10:24] through this because I don't even know\n\n[10:25] how to use the Mac. But I'mma show y'all\n\n[10:26] the mid link because this view looks\n\n[10:28] funny. This is the point though. Look at\n\n[10:32] this.\n\n[10:33] Look at this. They're pulling in social\n\n[10:35] media feeds, bro. If social media ain't\n\n[10:38] important, WHAT THE [ __ ] ARE THEY\n\n[10:40] PULLING THE FEED IN FOR?\n\n[10:42] Guess another thing. You ever did some\n\n[10:44] research and wonder, yo, how is this\n\n[10:46] GMBB ranking? Who are these people? like\n\n[10:50] you know that hasn't happened to nobody\n\n[10:51] in the last year and a half.\n\n[10:54] Yeah, it happened to me a lot and I\n\n[10:56] started digging, digging, digging. You\n\n[10:58] know what I found out? Every single one\n\n[11:00] of them unequivocally without any doubt\n\n[11:02] and we did like looked at over a hundred\n\n[11:04] different uh GMBBS and 10 different\n\n[11:08] niches. That's a thousand GMBBs, bro.\n\n[11:10] Small data set compared to some other\n\n[11:12] people, but I like to get as much as I\n\n[11:14] can get, right, without it costing too\n\n[11:15] much. Every single one of them was\n\n[11:18] active on at least one channel. Another\n\n[11:20] nugget I found in that there was one\n\n[11:22] company ranking like bananas and they\n\n[11:26] only had one social media account. Guess\n\n[11:28] what it was?\n\n[11:31] Nobody's going to guess. I was just\n\n[11:33] [ __ ] with y'all. Snapchat. And guess\n\n[11:35] what? Snapchat was showing\n\n[11:40] there, but then it went away. What does\n\n[11:43] that tell me? If you see Snapchat end up\n\n[11:45] back there, remember you heard it here\n\n[11:47] first, right?\n\n[11:49] The point is they're ranking these\n\n[11:52] companies. Yeah.\n\n[12:08] Go check right now and then get back to\n\n[12:11] me because I I never seen that. And if\n\n[12:13] you could do that and my team hasn't\n\n[12:14] told me, I might have to fire my whole\n\n[12:16] [ __ ] team except my main guy.\n\n[12:24] [ __ ] Absolutely. Absolutely.\n\n[12:28] Okay, so here's another one, right? Uh,\n\n[12:30] same one. Facebook. And then the See,\n\n[12:31] the link is there for me to show it to\n\n[12:33] y'all. I just don't want to like mess\n\n[12:34] everything up right now. Um, that one's\n\n[12:37] Facebook.\n\n[12:39] This one is Instagram. I'll come back to\n\n[12:41] it because it's all gonna tie together\n\n[12:43] and then probably the more they see then\n\n[12:44] when I show it it'll probably hit uh\n\n[12:47] look this one's all Instagram just to\n\n[12:49] show you you don't got to be super\n\n[12:51] active on all your channels but we\n\n[12:52] marketers and we got tools to make [ __ ]\n\n[12:55] real easy like repurpose you take one\n\n[12:57] [ __ ] piece of content sign up for\n\n[12:59] repurpose.com right no I have no\n\n[13:02] affiliate links not my [ __ ] tool and\n\n[13:04] now it'll just autom you set it to just\n\n[13:07] repost there's also many other tools you\n\n[13:09] can do this [ __ ] in GHL and [ __ ] any\n\n[13:11] other tool or whatever tool you use. But\n\n[13:15] the point, Google's ranking these\n\n[13:18] companies and they're only active on one\n\n[13:20] social media platform. One. Imagine if\n\n[13:22] you do what I tell you and be active on\n\n[13:25] all of them, plus YouTube, plus [ __ ]\n\n[13:28] podcast syndication, plus your images is\n\n[13:31] tight, plus your silos is tight, plus\n\n[13:33] you doing cloud stacking, plus you doing\n\n[13:35] Neo stacking, plus you do a press\n\n[13:37] release. That's why I confidently say,\n\n[13:39] \"Bro, no jokes aside, can nobody [ __ ]\n\n[13:41] with me. If you give me the unlimited\n\n[13:43] budget, I'mma beat you every time.\" And\n\n[13:45] then we not even talk about backlinks\n\n[13:47] and all this and all because I don't\n\n[13:48] even do none of that no more unless it's\n\n[13:50] really needed. Go ahead, Sean.\n\n[13:53] You can add them in. Let me see this. Oh\n\n[13:55] my god, bro. Add in add in Podbean.\n\n[13:58] Add in pod bean real quick.\n\n[14:08] You went to one that's all of them are\n\n[14:10] added in because if you didn't add them\n\n[14:11] all in yet then cuz look this is the\n\n[14:13] drop down menu see there's no add\n\n[14:16] another one come on now\n\n[14:19] that's how I like it though you see cuz\n\n[14:21] when you confident when you when you\n\n[14:23] Floyd me come on baby LET'S GO SIGN IT\n\n[14:25] up but Floyd's a little bit of a [ __ ]\n\n[14:27] though he\n\n[14:29] more Mike Tyson before Buster you KNOW\n\n[14:31] WHAT I\n\n[14:33] ALL RIGHT, let's keep going. And yes,\n\n[14:46] it's it's kind of close, but that could\n\n[14:47] be better, right? But hey, they know\n\n[14:50] that Lutz is right above Tampa, and if\n\n[14:52] they are in Lutz, their main target zone\n\n[14:55] is probably Tampa. But that that's a\n\n[14:57] good catch because that could be a lot\n\n[14:59] better. That should be where they're\n\n[15:02] located. Unless they're located there,\n\n[15:04] but they did this on purpose because\n\n[15:06] they're trying to rank in Tampa, but\n\n[15:07] their GMBB is up in Lutz, right? That's\n\n[15:10] probably the true play there. All right.\n\n[15:14] Well, yeah. Well, we're going to get\n\n[15:16] into that for sure. But yes, good catch.\n\n[15:18] Here's another one. Right. Same [ __ ]\n\n[15:20] just now. This is Twitter. Yeah. X.\n\n[15:24] Why we scrape X? Why me and Bradley?\n\n[15:26] Because there's a lot more going on than\n\n[15:28] you may think, bro. Right? Do you follow\n\n[15:31] what I mean? Because let me just spell\n\n[15:32] it out. Hey, go find me all the profiles\n\n[15:35] that rank in Google My Business that\n\n[15:37] have a X showing up on the mid link. You\n\n[15:39] might might take a little time, right?\n\n[15:41] Here's this API. Here's that API. Now,\n\n[15:44] you got yourself a data set. That's how\n\n[15:46] you find things, bro. Referral traffic.\n\n[15:49] I'm not reading all that. Don't give a\n\n[15:50] [ __ ] You know why referral traffic is\n\n[15:52] important? Yes, everybody. Everybody\n\n[15:54] knows how to find referral traffic.\n\n[15:57] Where? No. Where?\n\n[16:02] Google Analytics. That's right. Get your\n\n[16:04] [ __ ] straight. And when you go to Google\n\n[16:06] Analytics, you got to I don't mean that\n\n[16:08] to you, Simon. I mean, you know that,\n\n[16:09] brother. I I mix it up all the time,\n\n[16:11] too. I thought I I thought you were\n\n[16:12] right and I was wrong for a second. When\n\n[16:14] you go to GA, you go to acquisition,\n\n[16:17] [ __ ] with them filters. You can't reax\n\n[16:20] it, but use filters and use them. I\n\n[16:22] don't remember them off head, so I don't\n\n[16:23] want to tell you the wrong thing. Go.\n\n[16:31] Oh my god, Gregory Ortiz just shared a\n\n[16:33] [ __ ] bomb. You don't even need to use\n\n[16:35] the filters no more because Gemini is\n\n[16:37] right there and you can just ask it,\n\n[16:39] hey, what are my top referral site? Blah\n\n[16:40] blah what guy with the right\n\n[16:45] influencers. I mentioned this many\n\n[16:47] times, but I'll keep on. Influencer\n\n[16:50] influenc I have 500 fans, 5,000 fans. It\n\n[16:53] don't need to be a big amount of fans,\n\n[16:55] bro. My man back there, a Coltinker\n\n[16:57] probably remember back in the day when\n\n[16:59] everybody started getting too crazy\n\n[17:01] expensive for the big shout outs on the\n\n[17:03] big influencers. The play was micro\n\n[17:06] influencers and we will find them by\n\n[17:08] doing hashtag research by locality. I\n\n[17:11] want [ __ ] that only live in\n\n[17:13] Miami. How? Because every time you post,\n\n[17:15] you put Miami hashtags right now. I\n\n[17:18] reach out to you. Yo, I noticed every\n\n[17:20] time you post, you get about 550\n\n[17:22] comments. That's really good for a page\n\n[17:24] with only 5,000.\n\n[17:27] Work something out with them. You\n\n[17:28] understand what I'm saying, guys?\n\n[17:29] There's a lot of ways to work out that\n\n[17:31] deal. I can't teach y'all everything.\n\n[17:33] You know what I mean? Like, I'm just\n\n[17:34] leaving it there. Now, you take it.\n\n[17:39] Basic referral traffic. You search for\n\n[17:41] AC repair and dump. These are different\n\n[17:42] ways I might end up where I want to end\n\n[17:45] up, right? I search for this. I might\n\n[17:47] find a backlink. I might find a\n\n[17:49] directory site. I might find a cloud\n\n[17:50] post. and I find a social post that\n\n[17:53] takes me to the money site which is\n\n[17:54] really not the money homepage is a\n\n[17:57] business is a it should be a business\n\n[17:59] card like Clint Butler says service page\n\n[18:02] or if you're doing my [ __ ] this would\n\n[18:04] lead to the paa right and then which\n\n[18:06] links up to the service page depending\n\n[18:08] on what piece of content they find for\n\n[18:11] this keyword it probably wouldn't be a\n\n[18:13] paa unless it's super competitive and\n\n[18:15] they follow up on the fan out query\n\n[18:18] if you really know your users journey\n\n[18:20] journey, right? You could create a\n\n[18:22] spreadsheet, somebody vibe code it, send\n\n[18:24] it to me with a percentage of how many\n\n[18:26] actual clicks is it going to take before\n\n[18:28] this persona probably is done. Like me,\n\n[18:31] I took my Kobe test. I'm a researcher.\n\n[18:34] I'M GOING TO CLICK QUIET A FEW MORE\n\n[18:36] times than someone else. They might\n\n[18:38] click twice. All right, done. Right?\n\n[18:40] Different personality traits. You got to\n\n[18:42] know your user. What journey are they\n\n[18:44] on? Especially if you're trying to\n\n[18:45] manipulate any type of traffic, bro. For\n\n[18:48] real. For real. All right. AI overview.\n\n[18:50] Same [ __ ] Google search. What is the\n\n[18:52] most common AC repair? AI overview.\n\n[18:55] Pinterest post. The reason I put this is\n\n[18:57] here. This is what I'm trying to tell\n\n[18:58] you how easy it is to rank a AI\n\n[19:00] overviews.\n\n[19:01] I got Pinterest posts.\n\n[19:04] I got AI overview. Well, what do you\n\n[19:06] mean? Well, the same image that I put on\n\n[19:08] the GMBB that I post all on the socials.\n\n[19:11] It has the keyword right on it. And\n\n[19:13] Pinterest is a very powerful platform,\n\n[19:15] brother. As you know, Neesa, I still do\n\n[19:18] Pinterest spam to this day, bro.\n\n[19:20] Straight straight to ClickBank.\n\n[19:22] Image SEO talked about this long, long\n\n[19:25] ago, but let's go over it again. And why\n\n[19:28] entities, right? Everybody knows what an\n\n[19:29] entity is. Person, place, or thing. Yes.\n\n[19:32] When you write your content, you need to\n\n[19:33] cover the right entities or you get\n\n[19:35] entity pollution. We already know this\n\n[19:36] or you should know this, right?\n\n[19:38] Everybody know what entity pollution is?\n\n[19:40] Covered it the other day. All right.\n\n[19:41] Awesome.\n\n[19:43] with the image.\n\n[19:45] Google has an AI vision that scans every\n\n[19:47] image, every image, and they detect\n\n[19:49] what's in it and what's not, right? Will\n\n[19:52] that help you rank? I can't prove it,\n\n[19:55] but I say yes. Especially when you have\n\n[19:57] all your images in the image tab, right,\n\n[19:59] from multiple different websites, which\n\n[20:02] you'll see in a moment, because that's\n\n[20:04] telling Google, wow, for this keyword\n\n[20:06] and these entity buckets, which I'll\n\n[20:08] show you for the photo entity buckets,\n\n[20:10] this brand keeps showing up. They must\n\n[20:13] be somewhat important. Then you go to\n\n[20:15] short videos and they're there. Then you\n\n[20:16] go to videos and they're there. Then you\n\n[20:18] go to AI. You understand? There's\n\n[20:20] multi-algorithms at play. Why only focus\n\n[20:23] on one? can't dinosaur if you do. This\n\n[20:29] is the scan. So, there's a sample image\n\n[20:31] I threw up and this is the text that\n\n[20:33] they're reading, right? So, 24-hour\n\n[20:36] technician or electrician. And then here\n\n[20:39] it says website because maybe it's a oh,\n\n[20:41] it picked up on that. It didn't pick up\n\n[20:43] on that. So, like this is a perfect\n\n[20:44] example. I would not use this image.\n\n[20:48] It'd get xed out. And I created my own\n\n[20:50] tool to do this for my team internally.\n\n[20:53] and they upload bulk images, scan, look\n\n[20:56] at everything, e save, export, go make\n\n[20:59] templates out of this because let's say\n\n[21:01] on this image, if that if that whatever\n\n[21:03] that is was picked up, a wrench, let's\n\n[21:05] just say it was a wrench because I don't\n\n[21:06] know what he's holding, right? Then we\n\n[21:08] would make sure to use that wrench\n\n[21:11] every time because we don't want to use\n\n[21:13] a wrench that Google doesn't scan as a\n\n[21:16] wrench.\n\n[21:17] That's how laser focused I've been on\n\n[21:20] this [ __ ] bro. everything I put out,\n\n[21:22] they got to be congruent on perfectly\n\n[21:24] aligned. And when I show some examples,\n\n[21:27] they're not going to be. That's because\n\n[21:28] it was a test. So, just remember, I'm\n\n[21:31] letting you know now because when I see\n\n[21:32] it, I'm like, \"Oh, this is not supposed\n\n[21:33] to be like that.\" How does Google see a\n\n[21:36] good a good image? The the goal is have\n\n[21:38] your logo on every image. You have to\n\n[21:41] put your logo on every image. That's\n\n[21:43] branding. Period. Unless you're scared,\n\n[21:45] put your name because the dress is part\n\n[21:48] of your brand, right? We all know that\n\n[21:50] already. I would also put the website\n\n[21:52] NAPW, right? You know, to me, NAP is\n\n[21:55] always NAPW. Unless it's a Neo and you\n\n[21:57] going hard, then you want to use a\n\n[21:58] rotator. I'll go over that later. Uh,\n\n[22:02] okay. Then you could use the those are\n\n[22:05] Canva templates. I'll give you that\n\n[22:07] later. Every if you type in Google\n\n[22:08] Vision AI, that's where you could upload\n\n[22:11] an image and see the stuff that I'm\n\n[22:12] talking about. This is from the tool\n\n[22:15] that I made. No pitch. And I am a\n\n[22:17] sponsor and it's my event. I'm going to\n\n[22:19] talk about the tool that I made to make\n\n[22:21] this easier. Uh, and this is it. You\n\n[22:23] don't have to use anything. These are\n\n[22:25] the labels that they're picking up,\n\n[22:27] right? They're also down below, but I\n\n[22:30] had the tool make it here so I don't\n\n[22:31] have to scroll down every time when I'm\n\n[22:34] looking at bulk images, right? So, I see\n\n[22:36] it's picking up on engineer workware\n\n[22:39] blah blah blah. Right? Everything that\n\n[22:41] you do, everything I do, I make sure and\n\n[22:45] these are just examples that I uploaded.\n\n[22:47] Right? The team works it till it gets\n\n[22:48] right, makes templates, and then keeps\n\n[22:50] going. How important is this? I'm not\n\n[22:53] really sure, but I know I absolutely\n\n[22:55] dominate the image tab in anything that\n\n[22:57] I do without any question of a doubt\n\n[22:59] unequivocally for years. Comes from\n\n[23:01] YouTube spam and putting a keyword in\n\n[23:04] the thumbnail and making a YouTube\n\n[23:05] account, right? Where the keyword is\n\n[23:08] even in the [ __ ] profile picture of\n\n[23:10] the YouTube, right? Been doing this,\n\n[23:12] bro. These are more examples. So, look\n\n[23:15] at this, right? with this image. The\n\n[23:17] label up here says labels, right?\n\n[23:20] Google's reading a roofer. Game over,\n\n[23:23] son. This image, it says construction\n\n[23:27] engineer roofer. Got them.\n\n[23:30] I can show you examples as top ranking\n\n[23:32] websites, right? You go look at their\n\n[23:34] image from their Google listing like Joy\n\n[23:37] and Colton were talking about yesterday,\n\n[23:39] right? and you run the image through the\n\n[23:42] the my tool or the OC, you know,\n\n[23:44] Google's vision and you see the keyword\n\n[23:46] right there. Makes sense, right? Simple.\n\n[23:50] It's basics, but it's extra work. It's,\n\n[23:52] you know, you got to you got to think it\n\n[23:53] and do it. So, here's text again. Just\n\n[23:56] showing the text. And the reason I'm\n\n[23:58] showing you this, look, plumbing\n\n[23:59] repairs, call us now. Everything is in\n\n[24:02] alignment. Nothing is missing. Good. If\n\n[24:04] the website wasn't there, we got a\n\n[24:06] [ __ ] problem.\n\n[24:09] All right, here we go. I've been\n\n[24:11] obsessed with PAAAS. Yeah, some of y'all\n\n[24:13] might know this. PAS used to be called\n\n[24:15] FAQs, then they switched it to PAA. I've\n\n[24:18] been answering FAQs because I used to\n\n[24:20] answer all my phone calls every day and\n\n[24:23] hear the same [ __ ] every day. So then I\n\n[24:26] made a script and I'd be like, \"Hi, this\n\n[24:27] is Mike.\"\n\n[24:32] Okay. Yeah, I know they're interested. I\n\n[24:34] tell them price this, that, everything I\n\n[24:36] know they're gonna ask. Then I said,\n\n[24:37] \"Why don't I just put this wherever they\n\n[24:39] go, you know, to my website?\" I didn't\n\n[24:40] know what I was. I didn't know nothing.\n\n[24:42] But that's how I've been obsessed with\n\n[24:44] this pa. It has nothing to do with SEO\n\n[24:46] at all. And to be quite honest, it never\n\n[24:48] will. This is strictly\n\n[24:52] strictly about answering the question\n\n[24:55] that's going to lead the user to spend\n\n[24:57] money with me. Because that's why I own\n\n[25:00] a business. Is that why you own a\n\n[25:03] business? Then I'm here to tell you\n\n[25:05] guys, right? Follow who you want to\n\n[25:06] follow. Cool. That's all great. But\n\n[25:09] please\n\n[25:10] do what I am showing y'all because it\n\n[25:14] works every time. The only question is\n\n[25:19] how long will it take based on a lot of\n\n[25:21] fact. Is it a new brand, a new website,\n\n[25:22] blah blah blah blah blah blah. There's a\n\n[25:24] GMBB blacklist. But it works every time.\n\n[25:26] Every time. Every time. And it's what\n\n[25:28] Google is thriving and wants companies\n\n[25:31] that really want to answer questions and\n\n[25:33] give good service. So here pa topic plus\n\n[25:37] geo plus geo but Mike that plus geo I'm\n\n[25:41] trying to get the GMBB to rank. If I\n\n[25:43] don't mention the geo how the [ __ ] am I\n\n[25:44] going to get the GMBB to rank on this\n\n[25:46] type of play.\n\n[25:49] Stick with me. PAAA. Create a blog post\n\n[25:52] with the exact title. Whatever the PAAA\n\n[25:55] is, that's what the blog post is with\n\n[25:56] the geo at the end. Don't change it. No\n\n[25:58] variance. None of that. And then that\n\n[26:00] same PAA is used everywhere.\n\n[26:04] Remember that, right? Everywhere. No\n\n[26:07] variation because they're all different\n\n[26:09] platforms. There's no need to do a diff.\n\n[26:11] You want to rank for that PAAA title,\n\n[26:13] that's what you put in there. G after\n\n[26:16] you make your blog post with the\n\n[26:18] featured image like I just explained to\n\n[26:20] y'all, right? Then you make a GMBB post\n\n[26:23] out of the blog post, right? You're\n\n[26:26] going to make more than one GMBB post,\n\n[26:28] but the basics. Make a GMBB post. Link\n\n[26:31] up to the blog post you just made.\n\n[26:34] Starting to come together. Wait, it gets\n\n[26:35] better. When you link up there, you're\n\n[26:38] starting your silo. Now you take the\n\n[26:41] GMBB post and you use Claude or your\n\n[26:44] writers for this and you make a version\n\n[26:46] of it for Instagram. Instagram people\n\n[26:48] don't read a lot. Short. You make a\n\n[26:51] version for Tik Tok. You're also going\n\n[26:52] to make video versions. Stay with me. We\n\n[26:54] on text versions right now. You're going\n\n[26:56] to make a LinkedIn nice post,\n\n[27:00] a X. You got to know your audiences on\n\n[27:03] each platform. That's your job, not\n\n[27:06] mine. You got a prompt for me? No,\n\n[27:10] you do that. You got to get your ICP\n\n[27:12] first. But I'm going to give you a whole\n\n[27:14] bunch of prompt. No, that's too much.\n\n[27:15] You got to just learn your market, bro.\n\n[27:18] Social media post with exact match,\n\n[27:20] right? Also been been saying this [ __ ]\n\n[27:23] forever. Throw it on Quora and Reddit,\n\n[27:27] Medium, Tumblr, Patch, Soundcloud.\n\n[27:31] As many as you could do, bro. The more\n\n[27:32] the better. Throw the image on. Go\n\n[27:41] the regular post, not the paid. Yeah.\n\n[27:45] Uh, for patch, there's multiple ways to\n\n[27:47] make a post. Uh, and you just want to do\n\n[27:49] a regular post. Non-paid, not an event\n\n[27:51] or anything like that. Absolutely. Uh\n\n[27:54] then so check it. I don't care what tool\n\n[27:56] you use. Chad went over that. So don't\n\n[27:59] not even going to spend not a second on\n\n[28:01] that. You take the blog post, throw it\n\n[28:03] in the tool, create a short video out of\n\n[28:05] it or create a short however you want. I\n\n[28:07] don't care, right? And you make a long\n\n[28:09] video, put it on YouTube, and I still\n\n[28:12] tell you you use two different channels.\n\n[28:15] One for long, one for short. The short\n\n[28:17] links to the long because retention is\n\n[28:19] one of the number one things for\n\n[28:21] YouTube. Retention rate needs to be\n\n[28:23] above 85% whether it's a short or a\n\n[28:26] [ __ ] long, especially on the long.\n\n[28:28] That's in old patents as well. YouTube\n\n[28:30] and shorts. All right. And remember when\n\n[28:32] people argued with me about this, THEY\n\n[28:34] ARE I'M NOT DOING THAT. AND then they\n\n[28:37] saw shorts do what they did in the\n\n[28:39] surfs. H you should have listened.\n\n[28:41] Yeah. Oh, that's a whole another story.\n\n[28:43] And you could force that, too.\n\n[28:46] All right. After that, now we have all\n\n[28:48] this content, right? this PA blog post,\n\n[28:50] GMBB, Pinterest, LinkedIn, blah blah\n\n[28:52] blah blah blah. Now, we take the audio\n\n[28:54] file from the video or take your\n\n[28:57] article, put it in Notebook LLM.\n\n[28:59] Everybody know what Notebook LLM is. Put\n\n[29:01] it in Notebook LLM. Get the audio file,\n\n[29:04] upload it to Soundcloud. I use Podbean.\n\n[29:08] You could use Buzz Sprout or whatever\n\n[29:09] you want. Podbean or Buzz Sprout or\n\n[29:13] podcasting syndication networks. So, you\n\n[29:16] upload an episode once and it gets\n\n[29:19] syndicated to all the top [ __ ]\n\n[29:21] podcasting sites. It's the most sexiest\n\n[29:23] thing in the world. You add that in with\n\n[29:25] the social. I mean, we have a whole\n\n[29:27] world. You guys understand what I'm\n\n[29:29] teaching you how to do, bro? There's a\n\n[29:31] multimedia blast of undeniability for\n\n[29:34] that paa. I'm him. That's it. And then\n\n[29:39] you just rinse and repeat. Rinse and\n\n[29:40] repeat. Rinse and repeat. Service by\n\n[29:42] service based on what Joy said the other\n\n[29:44] day. What brings the most revenue? What\n\n[29:46] keeps the people the most busy? And when\n\n[29:48] we rocking that out, what's the next one\n\n[29:49] on the list? Feel me? All right, guys.\n\n[29:53] Then it's not over yet. Now I can embed\n\n[29:57] every single one of those things cuz\n\n[30:00] like my boy Nester, we've been embedders\n\n[30:03] for quite a while, right? Stacks on\n\n[30:06] stacks on stacks, bro. So I grab all\n\n[30:08] those embeds and I go do a Google stack.\n\n[30:11] I go do a [ __ ] cloud stack in Neo.\n\n[30:13] And then I do the new wiki blast inside\n\n[30:16] of Neo. Then I have my own custom\n\n[30:18] diagram. I'm not sharing with nobody.\n\n[30:19] Sorry, not yet. And I do that. Got to\n\n[30:21] test it super thoroughly. Then we'll\n\n[30:23] release it. And when I do that, and I'll\n\n[30:26] show you examples of all this. I just\n\n[30:27] want to get through the slides and if I\n\n[30:29] have time or later show you the [ __ ] so\n\n[30:31] it really hits all you take it into the\n\n[30:34] wiki or the cloud stack and on one page\n\n[30:37] you have like everything you just did,\n\n[30:40] right? You follow what I'm saying?\n\n[30:42] mentally everything is embedded. Now go\n\n[30:45] to your money site if your client will\n\n[30:46] let you and do the same thing. If they\n\n[30:48] don't, then [ __ ] it. That's on y'all. I\n\n[30:50] do it every time. So what I mean is if\n\n[30:53] you go to my website for a blog, a paa,\n\n[30:56] you're going to see a video, a real, a\n\n[30:59] Tik Tok reel, a Soundcloud, a podcast, a\n\n[31:01] embed im.\n\n[31:03] It's like overwhelming.\n\n[31:06] I don't care because Google ranks pages.\n\n[31:09] I'mma make sure every single is on that\n\n[31:11] page with that audio schema, video\n\n[31:13] schema, FAQ schema, all of that.\n\n[31:16] And that's how I've been. Yo, and if\n\n[31:18] you're in my mastermind, bro, like you\n\n[31:20] know, AI overviews ain't stressing y'all\n\n[31:23] out cuz you ALREADY THERE. YOU ALREADY\n\n[31:25] DID THE WORK. IT'S NOTHING NEW. PEOPLE\n\n[31:29] are lying to y'all when they say this AI\n\n[31:31] overview that bro they trying to sound\n\n[31:33] smart and find different ways to tell\n\n[31:37] [ __ ]\n\n[31:39] DO WHAT I'm telling you and then come\n\n[31:40] back to me and be like no Mike I think\n\n[31:42] those guys are on to something. If you\n\n[31:45] let AI tell you what queries to go rank\n\n[31:49] and write content for, you're [ __ ]\n\n[31:51] bugging. I don't give a [ __ ] how much\n\n[31:52] prompt engineering you doing, bro. I'm\n\n[31:54] forever in the search.\n\n[31:57] the real SERs that change all the time\n\n[32:00] because it's a LIVE ECOSYSTEM. ONE DAY\n\n[32:03] THEY SHOW IN THE MAP PAD LIKE THIS. 20\n\n[32:05] minutes later they showing it like that.\n\n[32:07] Like if you in this [ __ ] bro, you know\n\n[32:10] what I'm talking about. And if not, go\n\n[32:12] sell and do what you do and listen to\n\n[32:15] the guys that are here talking at rock\n\n[32:16] stars because this is what we do. We eat\n\n[32:19] and bleed this [ __ ] bro.\n\n[32:22] This is just an example. Y'all can't see\n\n[32:24] what it is, but in short, there's like\n\n[32:26] three different versions. Like, I don't\n\n[32:27] always do the whole stack, right? If I\n\n[32:30] know I'm already ranking good, I got\n\n[32:32] weight, brand is known, then I just do a\n\n[32:34] GMBB post and put it on social the and\n\n[32:37] the Soundcloud, you know, the podcast\n\n[32:39] indication. Done. Ranks.\n\n[32:42] If it's a competitive niche and you\n\n[32:43] know, my team's not confident that alone\n\n[32:45] will work, then we do the blog post\n\n[32:47] version, what I just went over. Give me\n\n[32:49] one second, then I'll come back to you.\n\n[32:50] Right? And then if it's super\n\n[32:52] competitive, I'm spending money on PRs,\n\n[32:57] NOT PR, PRS.\n\n[33:00] I WANT all the different RDS with the\n\n[33:04] exact match on top of this stack. So\n\n[33:07] imagine how many [ __ ] featured images\n\n[33:09] I have with my PAA in it going all over\n\n[33:12] the place. Then if you have powerful,\n\n[33:15] very handsome friends from Long Island\n\n[33:17] that have news networks that maybe let\n\n[33:19] you tap into it, you know, you might be\n\n[33:22] able to make a post and then tell your\n\n[33:23] client, \"Hey, go to the news tab and\n\n[33:26] type your name in.\" And guess what THEY\n\n[33:28] SEE? 300 [ __ ] SITES REFERENCING THEIR\n\n[33:32] BRAND. AND YOU KNOW how they feel? Good.\n\n[33:36] Sorry. You know that [ __ ] feels amazing.\n\n[33:38] I remember the first time I saw my brand\n\n[33:40] there. I was like, \"Yeah, I was doing a\n\n[33:43] little fat man dance, bro. I'm I'm a\n\n[33:46] business owner.\n\n[33:50] This is how it looks.\" So, this is on\n\n[33:53] one social how to All right. Little\n\n[33:55] backdrop. I did a public case study with\n\n[33:58] this, you know, to show on. Now, listen\n\n[34:01] to me. to prove Google ranks pages. The\n\n[34:05] website was an instore with a like a\n\n[34:08] home services theme. And if anybody\n\n[34:10] remembers, let me know. I don't even\n\n[34:11] remember, you know, but the homepage,\n\n[34:13] the menu went to like home service or\n\n[34:15] like a contractor, but it's for sell\n\n[34:18] your house fast and it was linked to a\n\n[34:20] GMBB. And then all the blog posts we did\n\n[34:22] were all case studies to show this [ __ ]\n\n[34:25] works. It ranked gang busters. It still\n\n[34:27] ranks in the images. So feel free to\n\n[34:30] type in that keyword and go to the image\n\n[34:32] tab and you'll see a bunch of my\n\n[34:33] properties what I just went over pack\n\n[34:36] Soundcloud blah blah still there the\n\n[34:37] GMBB is gone and the website got they\n\n[34:40] hacked into my bro they got my GMBB gone\n\n[34:42] they hacked into my website [ __ ] my\n\n[34:44] whole house hosting I'm like damn bro I\n\n[34:46] do a public case study this is what I\n\n[34:48] get but it is what it is you know what\n\n[34:50] I'm saying this is how it looks I don't\n\n[34:52] know what we on this one of the socials\n\n[34:54] but that's what it's like right exact\n\n[34:56] match this is what it looks like on\n\n[34:58] another social just so you can see. Oh,\n\n[35:02] here's a little nug for y'all. It's only\n\n[35:03] for 24 hours. It's only for 24 hours,\n\n[35:07] but you can get an outbound link right\n\n[35:10] here. Instagram,\n\n[35:13] you put the thing, swipe up, and then\n\n[35:15] these are the options right there. Link.\n\n[35:18] You put your link, right? That's not a\n\n[35:20] link obviously, right? Or put the the\n\n[35:22] website. I'd put the paa there, right?\n\n[35:27] And if it's a offer timesensitive,\n\n[35:31] maybe that's when you hit up an\n\n[35:32] influencer and be like, \"Hey, guess\n\n[35:34] what?\" And then every day you post one\n\n[35:35] of these with the link going up.\n\n[35:38] If y'all knew the game, I'd be giving\n\n[35:40] yall, bro. Huh? Same thing. Post. I'm\n\n[35:43] just going to skip through this quick\n\n[35:44] because I I just want y'all to see it\n\n[35:46] though, right? You know, they're all\n\n[35:47] every platform. Every platform.\n\n[35:52] Another one. Same [ __ ] That's Oh yeah.\n\n[35:54] Don't Don't forget about Reddit. And\n\n[35:56] remember, Reddit is about brand\n\n[35:57] mentions. Don't try to link out. Brand\n\n[36:00] me. Just mention the brand. Just mention\n\n[36:01] the brand.\n\n[36:04] That's medium. Medium, bro. I don't\n\n[36:07] know. I don't know why [ __ ]\n\n[36:09] ever stopped with that [ __ ] right?\n\n[36:11] Ever. Crazy. Medium is crazy. Tumblr is\n\n[36:16] crazy.\n\n[36:18] SoundCloud is a must. Anything you do,\n\n[36:22] SoundCloud. I should have be on page one\n\n[36:24] almost immediately.\n\n[36:26] Tik Tok,\n\n[36:28] YouTube,\n\n[36:29] Soundcloud,\n\n[36:32] podcast,\n\n[36:35] Neo. Oh, man. Bro, this is the stack,\n\n[36:39] right, with the social. These are social\n\n[36:41] medias linking out to the social medias,\n\n[36:44] right? These are semantic triples. This\n\n[36:47] is what Elias had shared from that dude\n\n[36:49] uh whatever DJ John or some [ __ ] linking\n\n[36:51] out for the uh to the LLM shares right\n\n[36:55] nap up here and then below which I'm\n\n[36:57] going to show in another screenshot is\n\n[37:00] all the embeds\n\n[37:02] or I might have to show you the example\n\n[37:04] because it's too big this is all\n\n[37:06] embedded on the cloud site right you\n\n[37:08] understand the tweet the Pinterest the\n\n[37:10] LinkedIn the YouTube all embedded and I\n\n[37:14] use rss.app app. No affiliate code,\n\n[37:18] right? Just that's what I use. And you\n\n[37:20] can make it look pretty instead of it\n\n[37:22] just looking however the inbed looks.\n\n[37:24] You can style that [ __ ] up, bro.\n\n[37:25] Different. It's beautiful. All right.\n\n[37:28] So, just a quick breakdown because you\n\n[37:30] should know how to use Neo. And there's\n\n[37:32] SOPs all over the place now that we\n\n[37:34] made. Shout out to Greg. He took my\n\n[37:35] SOPs, made them nice and beautifuler in\n\n[37:38] uh Notion. But basically, log in, set up\n\n[37:41] your cloud stack track, run the scan on\n\n[37:44] the GMBB, create your content buckets,\n\n[37:46] account buckets, campaign folder, and\n\n[37:49] then set up a campaign. And if you\n\n[37:51] follow the SOP, you're good.\n\n[37:55] Here's what you could do with the\n\n[37:56] content. You could add in, right, this\n\n[37:58] is a new feature that they added in, my\n\n[38:00] favorite feature, the nap blurb, right?\n\n[38:02] So, you can add in nap website. Little\n\n[38:04] clue, if you're going to run a wiki\n\n[38:06] blast, right? That's a lot of links. Do\n\n[38:08] not put the money site as the website,\n\n[38:11] right? You can use spin text. So, you\n\n[38:14] could put the website, the about us, or\n\n[38:16] I wouldn't you I I wouldn't do that.\n\n[38:18] What I do is I put the PAA page, right?\n\n[38:22] And then all of the other assets and\n\n[38:24] that's it because I don't need to link\n\n[38:25] out to so many different things if I\n\n[38:27] know where they're going and if I know\n\n[38:29] they can take the beating, right? Tier\n\n[38:32] one. This is what it looks like in the\n\n[38:34] tool. So this whatever you dropped in\n\n[38:37] here, you get a preview of it here.\n\n[38:39] Again, I would not put the website\n\n[38:41] there. That's an example, right? Or if\n\n[38:43] you're running a smaller campaign,\n\n[38:46] uh this is what the embeds look like.\n\n[38:48] Again,\n\n[38:52] linking to the paa\n\n[38:54] sometimes. Yes. Not heavy though, but\n\n[38:56] not heavy. And only if it's on the spin\n\n[38:59] rotator. And then that one would have a\n\n[39:01] lot of URLs to make sure. And this is\n\n[39:04] why I run my own custom because that\n\n[39:06] wiki blast is a lot and I want to send\n\n[39:09] some links to the paa page, but I want\n\n[39:13] to control the amount, right? So I run\n\n[39:15] my own uh campaign. Good question. Uh\n\n[39:19] you can embed almost all code. Okay.\n\n[39:21] Yep. We went over that. We went over\n\n[39:22] that. Oh yeah, don't forget you could\n\n[39:24] embed the schema. So now you got schema\n\n[39:27] on everything you throw in. All them\n\n[39:29] wiki sites, all them cloud sites got\n\n[39:31] your schema on it, right? There's\n\n[39:33] examples here that I'll uh I'll get to.\n\n[39:37] And this what I just went over is how\n\n[39:40] when AI overview came out, I've been\n\n[39:42] like\n\n[39:44] and asking everybody that you know I\n\n[39:46] [ __ ] with a Yeah. Yep. Yep. Yep. Yep.\n\n[39:48] Yep. Yep. while we watch everybody else\n\n[39:50] post about I cracked the new AI code and\n\n[39:53] geo SEO and and nothing against none of\n\n[39:56] them people bro because I'm not saying\n\n[39:57] that they not smart or nothing I got all\n\n[40:00] the data in the world to tell you that\n\n[40:02] none of that [ __ ] is necessary or they\n\n[40:05] making new words to say [ __ ] we already\n\n[40:07] have known period people also ask we\n\n[40:11] already went over this also this\n\n[40:13] improves click-through rate we went all\n\n[40:16] this builds trust with users that's the\n\n[40:17] main reason why we're doing it and to\n\n[40:19] sell them. This is just showing what\n\n[40:21] they are. I think everybody knows what\n\n[40:22] that is. Here's the quick overview. PA\n\n[40:25] research. Make a blog post. Create the\n\n[40:27] image. Make a GMBB post. Socially\n\n[40:29] syndicated video, audio, and syndicated\n\n[40:31] through POB SEO Neo and Google Clouds if\n\n[40:34] you want. Get it indexed. There's no way\n\n[40:37] you're rank. It's just about how long\n\n[40:39] and how many you need to do and what\n\n[40:41] else might be wrong. Right. Uh now,\n\n[40:44] okay, now we're at the point of links.\n\n[40:46] So then I'm done with that part. And\n\n[40:48] then this\n\n[40:50] that I'll send y'all later. All right.\n\n[40:54] Go ahead. Question. I'm gonna go to the\n\n[40:55] other slides quick and then I'll be on\n\n[40:57] for\n\n[41:03] the schema.\n\n[41:07] No, you drop in your schema code.\n\n[41:11] What was the question? But after\n\n[41:17] you add it or you put it in\n\n[41:23] no link the whole schema code that's\n\n[41:26] what you're asking me right\n\n[41:28] the in the yeah\n\n[41:29] in the template\n\n[41:31] yeah in the not blur\n\n[41:33] blur okay\n\n[41:39] this part maybe I'll show you later\n\n[41:41] forget about Let me go to this because I\n\n[41:43] just want to show you.\n\n[41:45] Oh, Mike, one thing when you're ready.\n\n[41:46] Yeah. Yeah. Go. Go.\n\n[41:47] Okay. Um, if I did a search on a local\n\n[41:49] one, something kind of competitive, AI\n\n[41:51] mode, I'm at number nine, but I missed\n\n[41:53] on your chart, let's say, three of the\n\n[41:55] steps. I didn't do SoundCloud. I didn't\n\n[41:57] do Pinterest and one or two of the\n\n[41:59] others. When I go back and do those and\n\n[42:01] I reindex it, typically would you see\n\n[42:03] within a relatively short period of time\n\n[42:04] a popup in AI mode as well as overview?\n\n[42:07] It kind of depends, but potentially.\n\n[42:09] Yeah. I don't have a lot of experience\n\n[42:11] with that, bro, because for so long we\n\n[42:13] just do the whole thing or the mini\n\n[42:15] variation of it. Um Sean, have did you\n\n[42:18] encounter that by any chance?\n\n[42:21] Get him the mic, please, if you guys\n\n[42:23] don't mind. How much time do I have?\n\n[42:25] Yeah, because sometimes I think Mike's\n\n[42:27] full of [ __ ]\n\n[42:28] so I don't do everything he says.\n\n[42:32] still bits and pieces honestly that I'm\n\n[42:34] I I'm like Michael will say hey I\n\n[42:37] implement I do but I haven't like\n\n[42:39] there's not every single one of his\n\n[42:40] steps that I do. So sometimes I'll go\n\n[42:42] okay now I have I got my processes down\n\n[42:45] I'm going to put this new thing uh for\n\n[42:47] instance I've coded a podcasting system\n\n[42:51] um and so we just recently started doing\n\n[42:54] that and we're noticing immediate\n\n[42:56] impacts from the way we're doing pod\n\n[42:59] beam with my five coding system. So\n\n[43:02] yeah, as we pick different things and\n\n[43:04] you know and the other thing is Mike's\n\n[43:05] just giving you a framework. You got to\n\n[43:08] like open it up to like everything you\n\n[43:09] can think of,\n\n[43:10] okay?\n\n[43:12] All social. I don't care if it was back\n\n[43:14] to like MySpace days. Think of all the\n\n[43:18] [ __ ] [ __ ] that's been out there for\n\n[43:20] all [ __ ] time.\n\n[43:22] Guys, real quick, you see all I'm scr\n\n[43:24] I'm give showing you an example of the\n\n[43:25] week stack.\n\n[43:27] Um,\n\n[43:29] Mike, here's a here's a good question.\n\n[43:31] So, some of us handcode schema.\n\n[43:34] Are we doing our hardcore enhanced\n\n[43:37] schema or are you doing a more\n\n[43:38] simplified version of your schema?\n\n[43:40] If it's a paa, no, you want this, you\n\n[43:42] want this a baby version of what you\n\n[43:44] got, but video audio, right? You want\n\n[43:46] the image schema,\n\n[43:47] page types,\n\n[43:49] not your homepage.\n\n[43:50] My scheme is longer than my entire\n\n[43:53] website. [ __ ]\n\n[43:54] Correct.\n\n[43:54] Okay. So you see guys, everything is\n\n[43:56] embedded on this cloud site, right? We\n\n[43:59] found recently now that we're ranking in\n\n[44:01] the AI overview with the SEO Neo stacks\n\n[44:04] like this, just by stacking the [ __ ] up\n\n[44:06] and then not even doing no traffic or\n\n[44:08] nothing. Just that alone. Any other\n\n[44:10] questions?\n\n[44:17] Why don't I send So no, the wiki creates\n\n[44:20] a lot of links. So, and I don't want to\n\n[44:22] send 400,000 links to my website\n\n[44:26] link velocity.\n\n[44:27] If there's time later, I'll show y'all\n\n[44:29] the other slides and the the tool that\n\n[44:31] shows everything. Um,\n\n[44:33] and if not, I I'll try to record\n\n[44:36] something for y'all. Any questions,\n\n[44:38] yeah,\n\n[44:40] you're great at what you do. It's\n\n[44:42] amazing. Love it. And\n\n[44:46] I obviously don't have the time to start\n\n[44:49] this. and you have a a much bigger lead\n\n[44:53] time on this.\n\n[44:56] Is there any way we can get you or let\n\n[44:58] me personalize it. Is there any way I\n\n[45:00] can get you to do this for my clients\n\n[45:03] or do I have to do it on my own? Hit me\n\n[45:06] up, mate. Brian and Greg, you see what I\n\n[45:09] mean? I need some help. Yeah, hit me up.\n\n[45:11] We'll see. One second and then I'll get\n\n[45:14] out of here, please. Because I just want\n\n[45:16] to show this\n\n[45:22] Neo, you've never heard of it.\n\n[45:27] Oh my god. Ann, can you help me please?\n\n[45:30] Can you just get this open quick? I just\n\n[45:31] want to like fly through this real\n\n[45:33] quick.\n\n[45:35] No, not that's not what I'm showing. But\n\n[45:38] okay. Okay. Okay. I'm not no pitching.\n\n[45:44] So, the slides I really wanted to have\n\n[45:47] has a patent and an explanation of a\n\n[45:49] patent with a diagram to show in y'all\n\n[45:53] terms. You know, joking, right? Geeky,\n\n[45:55] nerdy. I'm a geek and a nerd, too, bro.\n\n[45:57] Proud of me. Right. And I read the\n\n[45:58] patents. It's confusing, but that's\n\n[46:00] where I get this [ __ ] from.\n\n[46:05] Oh, man. All right. Forget it.\n\n[46:07] Just a PDF. It's wanting me to sign in.\n\n[46:09] It won't go big. You know what? Close\n\n[46:11] that. Open up that PowerPoint then in\n\n[46:13] the same folder. Maybe that'll be\n\n[46:15] easier.\n\n[46:16] Yeah, it's right in there.\n\n[46:20] Yeah, let's see if that works. If not,\n\n[46:22] then [ __ ]\n\n[46:26] Okay, great. So, who you are? Oh, and\n\n[46:29] then then it's the one without the\n\n[46:30] patents. Never mind. I'll I'll post it\n\n[46:32] up next time. Oh, okay. Here we go.\n\n[46:33] Here's some of them. Right. So, like\n\n[46:35] Google trust social media. There's a\n\n[46:37] patent. Go look it up. I put it there so\n\n[46:39] y'all can go look it up because I know\n\n[46:40] it. Right. Bang, bang, bang, bang.\n\n[46:43] Social media patents. Bang, bang. Author\n\n[46:46] ranking system. Why is eat so important?\n\n[46:49] Brian Winnham. Why is eat so important?\n\n[46:51] Because of that patent right there,\n\n[46:53] right? He knows. All the patents that I\n\n[46:55] have are there. Trust rank. Why I come\n\n[46:57] up with the stuff and what made me go\n\n[46:59] there when I started doing all the uh\n\n[47:01] things. So, I'm going to merge both\n\n[47:03] slides together because the way it's\n\n[47:05] supposed to be is the slide I showed\n\n[47:06] you, then beneath it, the patent\n\n[47:08] explanation. slide I showed you like\n\n[47:11] Marino version patent Marino version\n\n[47:15] patent so that then hopefully you'll\n\n[47:17] implement without no question don't let\n\n[47:19] my book you know don't don't miss out so\n\n[47:22] that's enough for now if there's no\n\n[47:24] other questions if there's time later\n\n[47:26] I'll show you because I downloaded a\n\n[47:28] bunch of examples that I just got to\n\n[47:30] upload in the tool so you can see how I\n\n[47:32] analyze and scan through things in bulk\n\n[47:35] right the only other thing I didn't\n\n[47:36] touch on one quick second is I touched\n\n[47:39] on images, right? With text, it's all\n\n[47:42] about tropical trust flow, right? You\n\n[47:45] got to be in the right niche, not link\n\n[47:47] building, content writing, entity-wise,\n\n[47:50] okay? And you have to have a positive\n\n[47:52] sentiment, especially with reviews. So,\n\n[47:55] what I did is I scraped the top 10 pages\n\n[47:58] in the 10 different cities. I could\n\n[48:00] upload them all at once, and we'll see\n\n[48:02] the same category on all 10 articles\n\n[48:04] every time. I did 10 random locations\n\n[48:07] and I promise you they'll all be on\n\n[48:08] point. Maybe one thing that'll be a\n\n[48:11] outlier. Any questions? Who you are,\n\n[48:15] what you do, and where you do it. Don't\n\n[48:17] over complicate [ __ ] A pa answers a\n\n[48:20] question for a service or a product, and\n\n[48:23] that's what your client sells. Services,\n\n[48:26] products, and SKUs, coaching, I don't\n\n[48:28] care what it is, they all sell\n\n[48:31] something, bro. Right? This applies to\n\n[48:34] all of it. And when I made a mini\n\n[48:36] version of this with a little bit more\n\n[48:38] advanced CTR stuff in Vegas, some people\n\n[48:42] in the world caught wind of all the\n\n[48:44] social referral and they've been off and\n\n[48:46] running and none of the [ __ ] do\n\n[48:48] local.\n\n[48:50] So,\n\n[48:55] Merlin's Magic Tools.\n\n[48:58] Or you could just go Google to Google\n\n[49:00] and do it one by one at a time. or go\n\n[49:05] grab API keys, spend some hours and code\n\n[49:08] something up. It won't take you that\n\n[49:09] long. Um, whatever is going to work for\n\n[49:12] you, bro. Listen, for a long time, my\n\n[49:14] team was doing that [ __ ] on the free\n\n[49:16] API. One image at a time, son. I'mma do\n\n[49:19] whatever I got to do. Any questions?\n\n" }, { "filename": "SEO_Rockstars_2026_Day_3_-_Nestor_Vasquez", "title": "SEO Rockstars 2026: Day 3 - Nestor Vasquez", "video_url": "https://www.youtube.com/watch?v=ildEzPIikW0", "transcript": "[00:05] Hey everyone, morning. Um I I will All\n\n[00:10] right. So um I I will start this um with\n\n[00:14] a couple tricks that I have been finding\n\n[00:17] in in in I gaming mainly um that you can\n\n[00:21] easily apply in local SEO. Um it's not\n\n[00:24] new for the records. It's not new. uh\n\n[00:27] we've been using a lot lot for a long\n\n[00:30] long time. Um but I was thinking maybe\n\n[00:34] maybe some of you you you will find gold\n\n[00:36] nuggets here. So uh my name is Neestor.\n\n[00:39] I've been doing SEO um for plus 15\n\n[00:43] years. You know, all all my presentation\n\n[00:45] is is or oriented like Scarface stuff.\n\n[00:48] You know, I really I've seen a lot of\n\n[00:50] times Scarface, you know, and I feel\n\n[00:52] identified with that stuff. And um yeah,\n\n[00:55] I I started in in local like um eight\n\n[01:00] nine years ago. Um but I was doing local\n\n[01:03] in in Mexico, in Colombia, Argentina. Uh\n\n[01:07] but the thing is like there were not\n\n[01:08] like a big opportunity of business to be\n\n[01:11] honest. And then uh I I changed the\n\n[01:14] industry to magazines and I was leading\n\n[01:17] uh probably the biggest magazine in\n\n[01:19] Mexico about sports and yeah I run a lot\n\n[01:22] a lot of of testings in when you have\n\n[01:24] more data you can play a lot. Um and and\n\n[01:27] I were I was really interested in in the\n\n[01:30] dark side right and and then how can I\n\n[01:33] trick this? Can I um uh mimic some um\n\n[01:37] behaves, you know, and and then back in\n\n[01:40] the days I was really interested by\n\n[01:42] getting spikes on Google discover\n\n[01:44] um and it was working at the time. I'm\n\n[01:47] pretty sure right now uh things has\n\n[01:49] changed but but still right then I moved\n\n[01:52] to ecom ecom space and then I I was\n\n[01:55] managing like big brands like like\n\n[01:57] Motorola and other uh international\n\n[02:00] companies and what I learned with that\n\n[02:02] is like brand matters a lot right and\n\n[02:05] even if you have the the the worst\n\n[02:08] website ever you will rank for sure if\n\n[02:10] you had a big brand um then I I went\n\n[02:14] back went back again to local um\n\n[02:18] managing a couple companies here in the\n\n[02:20] US and finally I'm I'm like mixing more\n\n[02:24] in the I gaming space but\n\n[02:28] those stuff works especially for tough\n\n[02:31] niches like lawyers like um your money\n\n[02:34] your life you can you can win easily\n\n[02:37] that so um yeah as a nickname uh they\n\n[02:41] know me as Mr. to kill as well for one\n\n[02:43] reason and yeah I will I will start with\n\n[02:46] this uh analogy I really like um to say\n\n[02:49] like uh Tony Tony Montana you know you\n\n[02:52] remember Tony this guy is the the home\n\n[02:55] page and the GVP right the things that\n\n[02:57] you can control right and you have money\n\n[03:02] right you remember money mano uh this\n\n[03:06] the off page right but there is one\n\n[03:08] thing that we learned uh in this movie\n\n[03:11] there's no Tony\n\n[03:12] without manolo right so if you focus on\n\n[03:15] in one thing you will not win right\n\n[03:19] so um\n\n[03:22] when when I when I talk about links um\n\n[03:25] I'm talking every every kind of links in\n\n[03:28] I gaming is very very important and when\n\n[03:31] you have top ninjas you should grab\n\n[03:33] every every single link even if that's a\n\n[03:36] parasite um forum whatever they work\n\n[03:40] it's not because they're not indexed,\n\n[03:42] they're not follow, they they're not\n\n[03:44] working. They they are doing something\n\n[03:46] right. That's the reason why we're using\n\n[03:48] Neo for example. I will I will show you\n\n[03:50] a couple things about Neo. And who who\n\n[03:55] here know this this blog? Um this is um\n\n[04:00] White Spark. Do you know you're familiar\n\n[04:02] with that block? It's amazing, right?\n\n[04:04] All the data these guys dropped there.\n\n[04:06] It's amazing. And I I grabbed this slide\n\n[04:09] for for uh that blog. And we could see\n\n[04:12] here all the ranking factors during the\n\n[04:15] time or or the the the actions, the on\n\n[04:19] page signals, review signals. If I could\n\n[04:22] focus only in two things and that I was\n\n[04:24] I was really um I could confirm with\n\n[04:28] Bradley Brener's talk, he said like I\n\n[04:29] only focus on reviews. That's reviews\n\n[04:32] are so so powerful, right? Especially\n\n[04:35] when they have keywords, especially if\n\n[04:37] you can add photos, bro, you you will\n\n[04:40] kill it with reviews, right? And also\n\n[04:43] the on page signals that we have seen\n\n[04:45] like optimize here in title, optimize\n\n[04:47] here in descriptions, optimize here,\n\n[04:49] many many places you you can add your\n\n[04:52] keyword, right?\n\n[04:54] So, uh you will have this this this\n\n[04:55] presentation I will move u this this\n\n[04:58] basically during the time how how\n\n[05:01] important are those signals, right? And\n\n[05:03] we could see here GVP right GVP\n\n[05:07] everything you can do on the GBP\n\n[05:11] so so powerful and I'm not saying only\n\n[05:14] the things that naturally you can do on\n\n[05:16] GBPs you can mimic a lot of in GBPs\n\n[05:19] right um review signals still very very\n\n[05:22] very important on homepage still toning\n\n[05:25] right and then links right um behave CTR\n\n[05:31] manipulation\n\n[05:33] or natural uh citation signals and yeah\n\n[05:37] some other social signals in casino we\n\n[05:40] do a lot of social signals they they are\n\n[05:43] really really powerful um and I\n\n[05:46] discovered the social signals with with\n\n[05:48] the magazine go ahead\n\n[06:03] So you have signals and you have\n\n[06:06] signals.\n\n[06:13] I just want to be clear about that in\n\n[06:15] the signal bucket or is that\n\n[06:20] that's on the GVP bucket? Yeah.\n\n[06:22] Okay. So the interaction\n\n[06:24] they behave it should be website page.\n\n[06:30] Um, we're good. Okay.\n\n[06:36] And we know how how many of you guys uh\n\n[06:40] have edited the the business\n\n[06:42] description, sorry, the the title page\n\n[06:45] of your your your title business\n\n[06:48] profile, right? Have you keyword stuff\n\n[06:51] that before? Right.\n\n[06:53] Never.\n\n[06:55] So,\n\n[06:57] you know that if you edit that, you win.\n\n[07:00] Game over, right? You're a king, right?\n\n[07:04] But it's too risky. I got suspensions uh\n\n[07:07] with by doing that. And that's true.\n\n[07:10] It's against the guidelines. Um but what\n\n[07:13] if\n\n[07:15] if you have multiple accounts like\n\n[07:18] many languages, right? So that that's\n\n[07:22] that's what I'm um here to tell you.\n\n[07:25] Create you should own your assets the\n\n[07:27] same as you own PBNs.\n\n[07:30] You should own an assets with different\n\n[07:33] accounts in different languages. There's\n\n[07:36] a good reason for that. Um I'm only\n\n[07:39] giving you one good reason this and you\n\n[07:42] can make suggestions and I'm I'm saying\n\n[07:46] here don't do don't be evil because you\n\n[07:49] can hammer a lot businesses with this\n\n[07:52] but I I will show you one thing that you\n\n[07:54] can do and you can suggest a translation\n\n[07:59] right so uh in this example I'm creating\n\n[08:03] one uh I'm using one account in\n\n[08:06] Portuguese Brazil You can see here\n\n[08:09] Portuguese Brazil\n\n[08:11] and I'm making the suggestion of of the\n\n[08:14] translated version of the GBP right\n\n[08:20] um disclaimer here if you have one\n\n[08:24] account and it's new account it works\n\n[08:29] but of course if you buy account age\n\n[08:32] accounts or I don't know local guides\n\n[08:36] Right. Local guides work even better.\n\n[08:39] Right? So, um, when you suggest a\n\n[08:43] translation, I run this search here.\n\n[08:45] Right? And, and I'm not, disclaimer, I'm\n\n[08:48] not doing anything to these businesses.\n\n[08:49] I didn't make any changes. I'm just\n\n[08:51] showing you best taco shop in Dallas. We\n\n[08:54] could see the top three results here.\n\n[08:57] And let's say this is my brand. I don't\n\n[09:00] have the keyword here in the name, but I\n\n[09:03] can suggest this edit, right?\n\n[09:06] So I log in in in you should you should\n\n[09:10] use many uh profile uh account manager.\n\n[09:13] I use ads power personally. Um and you\n\n[09:17] can proxy every every bucket and in in\n\n[09:20] in those buckets you you can suggest the\n\n[09:23] edit like this. So search search the the\n\n[09:27] keyword uh find out the business and\n\n[09:31] then you you suggest the translated\n\n[09:35] name. So the English version is what it\n\n[09:39] is right the brand but\n\n[09:43] but\n\n[09:44] right [laughter]\n\n[09:46] it's keyword topping man. Yeah. Yeah. So\n\n[09:52] yeah, it works pretty well. Um, don't\n\n[09:55] abuse it, right? Do only once and and\n\n[10:00] run in in tested uh in testing sites,\n\n[10:02] right? Never never in real. So this is\n\n[10:06] one example. I run a search and this is\n\n[10:09] my testing GMBB, right? Um, you could\n\n[10:12] see my my keyword exact match keyword.\n\n[10:15] So uh when when I when you run CPR\n\n[10:17] whatever uh sometimes you need to make\n\n[10:20] or create or duplicate account duplicate\n\n[10:22] campaigns because uh the bot will not\n\n[10:26] find your property right so it will find\n\n[10:29] your keyword stuff version right so yeah\n\n[10:33] those are real businesses this is my\n\n[10:35] test\n\n[10:36] and then now let's talk about uh off\n\n[10:39] page I will bringing you about how I do\n\n[10:42] uh how I like SEO as Well,\n\n[10:46] um, basically my my tip here is Neo\n\n[10:49] everything, everything. Uh, you create\n\n[10:52] one asset, one citation, one PBN, one\n\n[10:56] guest post, everything, everything. Even\n\n[10:59] even if you're using like press\n\n[11:01] releases, you can also blast your press\n\n[11:03] releases. It's amazing. And also, um, I\n\n[11:08] want to mention that it's nice to test\n\n[11:10] new diagrams, right? I mean, I'm not\n\n[11:13] saying there something wrong in in the\n\n[11:15] diagrams. They're cool. They're amazing,\n\n[11:17] but you got to test and create your own\n\n[11:19] diagrams. It's it's amazing. Um, and\n\n[11:22] it's it you can you can mimic like like\n\n[11:25] tools. In the past, I was using GSA. I\n\n[11:28] mean, I'm still using that, but um you\n\n[11:30] you can create the the diagrams very\n\n[11:32] similar like like we had in the past,\n\n[11:34] right?\n\n[11:38] Um when when creating content in SEO Neo\n\n[11:42] uh one of the big challenges for me is\n\n[11:44] was like um I like the content but but I\n\n[11:48] want to use the content for my parasites\n\n[11:50] because um I don't want to be working a\n\n[11:53] lot in creating content for parasites.\n\n[11:56] So I I did um an implementation really\n\n[11:59] basic uh I will share that prompt at the\n\n[12:02] end. Uh then you just switch this uh at\n\n[12:05] the time that you create this content.\n\n[12:07] Um raise your hand if you're using this\n\n[12:10] stuff the custom uh in Neil. Hey couple.\n\n[12:13] Yeah.\n\n[12:14] What's that?\n\n[12:14] That's [laughter]\n\n[12:18] and and um yeah that that's pretty much\n\n[12:20] it. And just\n\n[12:24] my my buddy James I a lot with him. Uh\n\n[12:27] rest in peace James. Um, I always go\n\n[12:31] back to his YouTube channel. Just\n\n[12:34] amazing, right? Um,\n\n[12:36] real quick, that's the James Slatter\n\n[12:38] SEO.\n\n[12:39] James Slattery SEO. And it has a link it\n\n[12:42] has a link to his channel\n\n[12:44] and yeah, he he taught me a lot about\n\n[12:47] um, use databases\n\n[12:51] when you're building images. So, it's\n\n[12:54] not only the image that you upload to\n\n[12:56] your WordPress, right? You can use the\n\n[12:59] same image to populate in multiple\n\n[13:02] databases, right? And then you can embed\n\n[13:06] embed embed many times that that stacked\n\n[13:10] image in many like like tools like Neo,\n\n[13:13] right? You you can create 1,000 embeds\n\n[13:16] of this image. Uh Pinterest, I use\n\n[13:19] Pinterest in my daily basis. It's\n\n[13:20] amazing for stacking images and also for\n\n[13:23] ranking images. It works pretty well.\n\n[13:27] um GVP post. No, no, not the post\n\n[13:30] exactly. There was some mistake. It's\n\n[13:32] the photos on the GMBB, right? This if\n\n[13:34] you use Pepler, you can extract all the\n\n[13:37] these URLs are hosted in Google and\n\n[13:40] that's amazing, right? You got to use\n\n[13:42] all all these properties. Um\n\n[13:46] Amazon S3, right? It's the the buckets\n\n[13:49] on the clouds. If you're still using\n\n[13:51] clouds, I'm still using clouds in my\n\n[13:53] daily basis. Those are amazing. not\n\n[13:55] exactly for ranking because um they\n\n[13:58] might not rank right now. Mo most of\n\n[14:01] them they don't they don't outrank my\n\n[14:03] properties but they there's still links\n\n[14:05] you know like you can host a lot of\n\n[14:07] things over there. Um\n\n[14:12] and also I want to uh share with you\n\n[14:15] that you you got to play more that we\n\n[14:18] have available uh by default, right? Um\n\n[14:22] you know when you go you go to your\n\n[14:24] maps, you only see three versions three\n\n[14:28] versions of of the map that you can you\n\n[14:30] can extract. There's the small map, the\n\n[14:33] medium map, and and the large map,\n\n[14:35] right? But you can also play with\n\n[14:38] zooming you know going to multiple\n\n[14:40] points and you will have always a\n\n[14:43] different URL parameter here that is\n\n[14:46] changing all the time and that that's\n\n[14:49] what what you can use. So don't don't\n\n[14:51] stay only with three. Use your if you're\n\n[14:55] doing local SEO you will see you're not\n\n[14:58] ranking well in many areas. So you can\n\n[15:01] grab those locations or or point those\n\n[15:04] in that location and you can embeds a\n\n[15:06] lot a lot create a lot of embeds, right?\n\n[15:10] Um this is just my technical setup that\n\n[15:13] I do with SEO. This is very technical.\n\n[15:16] Uh the the servers that I use are\n\n[15:19] normally um big big servers plus 50\n\n[15:22] cores and we can do we can run a lot\n\n[15:26] with plus 100 threads and the reason for\n\n[15:29] that is because um normally when when we\n\n[15:32] set up this for one company uh we don't\n\n[15:34] only play with Neo uh we we do CDR and\n\n[15:38] all other stuff so we create multiple\n\n[15:41] properties with crocs or other um v\n\n[15:45] virtual machines, the other tool that\n\n[15:48] you can create multiple virtual\n\n[15:49] machines. You have a a lot of slots and\n\n[15:51] all your VAS can log in and play. Um,\n\n[15:55] yeah, this is just\n\n[15:57] page and the reason that I I use no six\n\n[16:00] is because pricing it's so cheap and\n\n[16:03] probably the best pricing I have seen\n\n[16:05] for these kind of servers.\n\n[16:09] No six. No. Yeah, they're based in the\n\n[16:13] US. in one person. No.\n\n[16:18] What?\n\n[16:19] Post.\n\n[16:20] Post notes. I haven't tried that. I\n\n[16:22] should\n\n[16:24] post notes.\n\n[16:26] Um, have you used guacamole here? Right.\n\n[16:30] Um, this is amazing for your VAS\n\n[16:35] um, and for your protection. If you\n\n[16:38] don't want to be hacked, uh, you got to\n\n[16:40] hide with a mask. And with guacamole you\n\n[16:44] can do that, right?\n\n[16:46] So h yeah and yeah because if you don't\n\n[16:50] use this you are using your real IP\n\n[16:53] right and yeah some someone can you can\n\n[16:57] get in trouble if someone finds it\n\n[17:00] right. Um here in the reasons that I\n\n[17:03] like guacamole is because it's only one\n\n[17:06] uh one access and then you can manage\n\n[17:11] that means when when you work with PAS\n\n[17:13] you don't share them the real IP to your\n\n[17:16] your team you just share one user and\n\n[17:19] password and if if they just stop\n\n[17:22] working with you you just kill the user\n\n[17:24] and password that's it you you never are\n\n[17:26] in risk by using this um the The second\n\n[17:30] reason that I like it's because um\n\n[17:34] it's it's so easy. You can change\n\n[17:37] multiple languages. You have teams in in\n\n[17:39] other offshore for example Vietnam and\n\n[17:42] Philippines. You can set up also in\n\n[17:44] their language. So it's it's it's\n\n[17:46] amazing and I used to host it this in a\n\n[17:48] subdomain\n\n[17:50] and you can use your main domain or you\n\n[17:52] can use a random domain right if you\n\n[17:54] want more sec more security in your\n\n[17:57] site.\n\n[17:59] Um it it does that's how it looks right\n\n[18:02] multiple um servers and it's so easy\n\n[18:06] right now probably I have I own like\n\n[18:08] maybe 50\n\n[18:11] like network and right now I want to\n\n[18:13] show you one technique that it's it's\n\n[18:15] it's just one idea and one way to do\n\n[18:20] this right because I found like many\n\n[18:24] many many ways to do that but uh I would\n\n[18:27] just want to show you one um this this\n\n[18:30] is called the mirror mirror technique. I\n\n[18:32] guess Charles mentioned that before the\n\n[18:34] mirror. Um, but basically you can create\n\n[18:38] any property that ranks well and mirror\n\n[18:43] in other place, right? Um, we use this a\n\n[18:49] lot in in casino and\n\n[18:52] if you want to rank anything, you go\n\n[18:56] YouTube right and create the video\n\n[18:59] shorts and you will kill it. If you\n\n[19:02] don't own that assets, those assets, you\n\n[19:06] can take\n\n[19:09] a real uh YouTube video that is ranking.\n\n[19:13] And in this example, I'm just taking the\n\n[19:16] ID of the YouTube video, right?\n\n[19:20] Then you grab this ID and you create\n\n[19:23] your property.\n\n[19:27] The challenge it's not that easy like\n\n[19:29] going to WordPress and create the page\n\n[19:31] and create the ID because sometimes in\n\n[19:34] WordPress you don't you're not allowed\n\n[19:36] to create this stuff. But if you build\n\n[19:39] that stuff in JavaScript or some other\n\n[19:42] stuff I'm building with Nex.js and you\n\n[19:45] can you can all right\n\n[19:47] um this is how it looks like. um\n\n[19:51] create the page and in your PBN then\n\n[19:54] create the subfolder videos for example\n\n[19:56] and after the video folder place the ID\n\n[20:01] right this is how how you do that and\n\n[20:03] and then of course it it will not rank\n\n[20:06] only like that you you it's better when\n\n[20:09] you grab an expired domain when you have\n\n[20:11] a PBN you know blah blah blah links\n\n[20:14] links links and and after that you will\n\n[20:18] be ranking for a very competitive\n\n[20:22] keyword,\n\n[20:30] right?\n\n[20:32] Yeah.\n\n[20:34] Place the ID.\n\n[20:35] Here is here is like the example how it\n\n[20:37] looks.\n\n[20:44] Oh, no. It's it's just next year. Yes.\n\n[20:47] Next year. Yes. But um yeah and then\n\n[20:50] upload that JavaScript into the property\n\n[20:54] and then bang right.\n\n[20:57] Um the beauty of this trick is not only\n\n[21:00] for ranking that competitive keyword,\n\n[21:03] you can do a lot because if your page is\n\n[21:06] ranking for a highly competitive term,\n\n[21:10] that means that Google crawls a lot that\n\n[21:14] page indexing whatever right you can do\n\n[21:19] a lot. Um,\n\n[21:22] the reason that I'm showing this with\n\n[21:23] with um a PBN example, it's because it's\n\n[21:28] easier to redirect. And to be honest,\n\n[21:31] before coming to this conference, I\n\n[21:34] didn't have any I I had the the the idea\n\n[21:36] that it could be doable in other\n\n[21:39] properties like cloud stacks because I\n\n[21:41] play a lot with clouds, but I didn't\n\n[21:43] have the answer. And that's the beauty\n\n[21:45] of this conference. you should come who\n\n[21:48] who didn't had the chance you should\n\n[21:50] come next time because the power of\n\n[21:52] networking right I figured out the\n\n[21:54] answer just by talking here you know\n\n[21:58] that this is it's beautiful um and then\n\n[22:01] uh yeah but you can redirect after this\n\n[22:04] to any property you have in in I gave me\n\n[22:06] of course you rank for this term and\n\n[22:08] then bam go to the affiliate page right\n\n[22:12] and yeah that that's that's amazing you\n\n[22:18] Yeah. Yeah, that's a good question.\n\n[22:19] Sorry, I forgot to mention you you embed\n\n[22:21] the video as well. And the it doesn't\n\n[22:25] have any schema any tricky. It's only\n\n[22:28] meta title and meta description. That's\n\n[22:31] it. You can build it in 10 minutes\n\n[22:33] maybe.\n\n[22:38] Uh yeah, I take just the exact match\n\n[22:41] title of the video.\n\n[22:44] What is\n\n[22:46] the title of\n\n[22:48] you're you're ranking for uh the title\n\n[22:51] of the video here. That that's that's\n\n[22:53] the beauty because you don't you never\n\n[22:55] use your keyword here like traditional\n\n[22:57] SEO, right? Um this is opposite. You use\n\n[23:01] exact a parameter, right? Um\n\n[23:06] but yeah, you can play a lot. This is\n\n[23:08] just one idea. This is just one way to\n\n[23:11] do that. There are multiple and when you\n\n[23:15] feel when you feel boring just search\n\n[23:19] any casino term you will find a lot like\n\n[23:23] parasites like I don't know you you will\n\n[23:25] find really really good stuff even in\n\n[23:28] local I will not mention more in this\n\n[23:30] presentation but local and casino\n\n[23:35] is a huge\n\n[23:37] um you can you can you can merge a lot\n\n[23:40] that those those disciplines\n\n[23:42] And this this is how it looks the search\n\n[23:46] result of the index page.\n\n[23:49] It's taking the thumbnail,\n\n[23:52] right?\n\n[23:54] So the goal with this [snorts] tech\n\n[23:57] technique, it's just to drill the SERs.\n\n[24:01] Sometimes u Google is showing one one\n\n[24:04] result. I I wouldn't say blue links\n\n[24:07] because there's no blue links anymore.\n\n[24:10] uh but the pixels have an overorder.\n\n[24:13] When you give Google new uh content with\n\n[24:17] this kind of stuff,\n\n[24:20] sometimes it changes, right? I'm not\n\n[24:23] saying forever be because not for for\n\n[24:25] all the keywords works but sometimes you\n\n[24:27] will you will cause that Google will\n\n[24:29] reorder the pixels and that's the\n\n[24:32] opportunity because you're ranking for\n\n[24:34] the you can you can rank easily for the\n\n[24:37] organic results the main result and also\n\n[24:40] you're ranking in the images section and\n\n[24:43] if you are ranking number one for that\n\n[24:45] term you can imagine how much traffic\n\n[24:48] you can get from this\n\n[24:51] Um\n\n[24:53] all right and this is just one uh one\n\n[24:56] thing that\n\n[24:58] we we all get proxies right and getting\n\n[25:01] proxies um it's it's that the proxies\n\n[25:05] are the reason why your software your\n\n[25:08] CPR whatever you're playing um it's not\n\n[25:11] might not be working right uh mo most of\n\n[25:14] the suppliers that I know they're\n\n[25:17] they're using IPv4\n\n[25:20] Right. And IPv6 is a huge huge\n\n[25:23] opportunity. The there there is some\n\n[25:26] complications as well implications as\n\n[25:28] well. Uh for example, not all all the\n\n[25:30] websites uh can read IPv6. That's true.\n\n[25:34] But mostly all the websites read IPv6.\n\n[25:38] And IPv6 basically you can clone your IP\n\n[25:43] your your proxy. So in in a way that\n\n[25:46] you're using one proxy in IPv4, you can\n\n[25:49] use the same proxy in IP IPv6. You can\n\n[25:52] play with both. That means if you're\n\n[25:55] buying a plan with 1,000 proxies, you\n\n[25:59] can double that easily. But the the main\n\n[26:02] reason that I'm telling you IPv6 is a\n\n[26:04] huge opportunity, it's because there are\n\n[26:07] thousands or maybe a lot there. There's\n\n[26:09] a huge number. You can you can Google\n\n[26:11] how many IP IPv6 proxies there are in\n\n[26:14] the world. You have no life to explore\n\n[26:17] IPv6, right? And and you're playing\n\n[26:21] different. That that's the main in SEO,\n\n[26:23] right? When when you're playing a bit\n\n[26:26] different, you have better\n\n[26:27] opportunities, you know, like you're\n\n[26:29] doing something that not everyone's lo\n\n[26:31] is using. You're not using the same\n\n[26:33] proxies that everyone are using and so\n\n[26:35] on. So um it's it's not it's not that\n\n[26:38] easy to find. Maybe uh with some other\n\n[26:41] years a couple years in in the future we\n\n[26:43] will see some supplier that can offer\n\n[26:45] that and will be more um available\n\n[26:49] accessible but but uh for now I just\n\n[26:51] want to mention there is a huge\n\n[26:53] opportunity to explore IBV6 alternatives\n\n[26:58] and here I'm just giving a couple\n\n[27:00] resources. Um, this is the prompt that I\n\n[27:03] shared for SEO Neo and this is one video\n\n[27:06] about CDR manipulation that you can take\n\n[27:08] a look and that's pretty much what I\n\n[27:12] have.\n\n[27:26] probably be.\n\n[27:30] Okay, raise your hand if you want a\n\n[27:32] question.\n\n[27:35] Are you using anything for Pinterest as\n\n[27:37] far as tools to post? A lot of them.\n\n[27:43] Sorry, please interrupt, please. Uh, any\n\n[27:45] tools for Pinterest to do your posting\n\n[27:49] for Pinterest? use Pinterest in your SEO\n\n[27:52] stack and if so how?\n\n[27:54] Um, no I'm I'm just yeah no I'm I'm not\n\n[27:58] using any tool for Pinterest. I'm just\n\n[28:01] uploading directly.\n\n[28:08] Any questions Spanish or English?\n\n[28:18] when you were going over just use this.\n\n[28:22] You basically took somebody else's uh\n\n[28:24] video, put it on your PBN.\n\n[28:29] You showed the URL, but when you showed\n\n[28:31] the page,\n\n[28:33] what's on the page?\n\n[28:35] It's only the video, the embed embedded\n\n[28:37] video.\n\n[28:38] The embedded video. So, it gets indexed.\n\n[28:41] Once it gets indexed, you just redirect\n\n[28:43] it to wherever you want.\n\n[28:46] Yeah, this is one idea. redirects one\n\n[28:48] idea. But but if that's a very high\n\n[28:51] competitive term, you can index\n\n[28:54] whatever, you know, like embed whatever,\n\n[28:57] you know,\n\n[28:59] you didn't embed on the page.\n\n[29:00] No, because\n\n[29:01] you just one thing, let it rank and then\n\n[29:03] you just 301 it.\n\n[29:04] Yeah. I mean that that's what how we use\n\n[29:06] in casino because we just redirect to\n\n[29:08] the affiliate page, right?\n\n[29:10] How long do you wait after an index?\n\n[29:14] Um well um it depends how how\n\n[29:16] competitive is the keyword but um\n\n[29:19] regularly it's like one week maybe.\n\n[29:23] Yeah.\n\n[29:27] Yeah. It's somewhere else. So you're\n\n[29:29] killing it for a SEO, right? SEO\n\n[29:34] YouTube channel for example, right? I\n\n[29:37] can grab your your video and plug it in\n\n[29:40] a parasite.\n\n[29:45] Yeah, sorry. That's a go.\n\n[29:51] Just dropped. I'm gonna take you back a\n\n[29:52] little\n\n[29:54] while. I'm not doing that, but now I\n\n[29:57] want I'm going to start doing it again\n\n[29:58] to add that in. Right. I would uh\n\n[30:01] get an exact match domain like we talked\n\n[30:04] about yesterday, right? whether it's\n\n[30:05] directory, city, you know, top things to\n\n[30:07] do in Sarasota, whatever it is, grab all\n\n[30:11] the top ranking videos, download their\n\n[30:13] thumbnails, right? And then put it on\n\n[30:16] there and make it kind I even had news\n\n[30:18] sites approved. Shout out to Brian Win.\n\n[30:20] They were all YouTube videos before they\n\n[30:21] shut that [ __ ] down. Then we were even\n\n[30:23] getting Twitter account, social medias.\n\n[30:26] Um, with this trick, I'm asking here a\n\n[30:29] question, Nether. Uh, could I use my own\n\n[30:32] videos so that and then when the thumb\n\n[30:35] if I the thumb send CTR to that to make\n\n[30:39] it stick will it stick because I\n\n[30:41] couldn't see that screenshot from back\n\n[30:42] there. But was that a image? I tried to\n\n[30:44] do the search.\n\n[30:45] Oh yeah.\n\n[30:46] That was the image knowledge panel.\n\n[30:47] Thumbnail of the thumbnail of the\n\n[30:50] YouTube.\n\n[30:50] Yeah. On the image tab.\n\n[30:52] Yeah.\n\n[30:52] And it was the only image on the whole\n\n[30:54] page.\n\n[30:55] No, only the is is the image. It's the\n\n[30:57] image. one image on\n\n[30:59] one image you the goal is to show up in\n\n[31:02] in the organic\n\n[31:03] correct but you when that screenshot\n\n[31:06] could you pull that screenshot go please\n\n[31:07] because I need to know what I was\n\n[31:08] looking at you know how I am\n\n[31:10] this one\n\n[31:11] yeah right here so what's over here you\n\n[31:14] blur it out or nothing the way it\n\n[31:16] that's what I'm saying what's below this\n\n[31:19] nothing\n\n[31:19] that's what I'm saying this is called\n\n[31:20] the image knowledge panel that's what I\n\n[31:22] call it these are [ __ ] hard as [ __ ]\n\n[31:25] to get\n\n[31:26] and then if you get it drops off. Right?\n\n[31:29] That's what I went through.\n\n[31:31] You're telling me this is not your\n\n[31:32] video. What I'm asking you, Pana, is I\n\n[31:34] want to do this with my video.\n\n[31:36] Okay.\n\n[31:37] Then\n\n[31:41] we want to run it.\n\n[31:43] That's some slick [ __ ] Cuz then if we\n\n[31:45] throw a redirect on it, [laughter]\n\n[31:47] anybody got any questions?\n\n[31:51] And if y'all not using YouTube, oh my\n\n[31:53] god. Like, where the [ __ ] have you been?\n\n[31:57] Just one other little trick you could do\n\n[32:00] too. Uh Lynch Butler actually he\n\n[32:03] mentioned it few years back that you can\n\n[32:05] change the canonical to the actual page\n\n[32:09] that you want to\n\n[32:12] copy the juice and then do the redirect.\n\n[32:15] Wow. That's that's kudos to Clint\n\n[32:17] Butler.\n\n[32:26] Don't be scared to take videos and just\n\n[32:28] throw them on cloud sites. Throw a\n\n[32:30] little video object schema on there.\n\n[32:33] Throw an image on there. Image, you\n\n[32:35] know, sport ain't got to be fullown,\n\n[32:38] right? If it's video\n\n[32:41] that hard,\n\n[32:46] but it makes it a lot.\n\n[32:49] Good stuff, Nether. So looking at this\n\n[32:51] screenshot here, have you done anything\n\n[32:53] else with any other type of parameters\n\n[32:55] like knowledge graph ids, machine\n\n[32:57] readable IDs or anything else like that?\n\n[32:59] No, not to be honest. I'm not\n\n[33:00] start get going. [laughter]\n\n[33:03] Jump down that rabbit hole.\n\n[33:15] Those auto I'm sorry. Do you take the\n\n[33:17] videos that you embed um on the website\n\n[33:19] even though they're not yours, but um do\n\n[33:22] you embed there's the old embed of the\n\n[33:25] video code even though it's not your\n\n[33:26] video in particular, but because you may\n\n[33:28] have put on your site, is there a way to\n\n[33:30] embed it where the video also appends\n\n[33:32] your do your personal parasite.com\n\n[33:35] to get like like an auto embed uh lips\n\n[33:38] or something like that? I know like you\n\n[33:40] have the YouTube repeat loops and stuff\n\n[33:42] like that, but you'd be just generating\n\n[33:44] views to that guy's channel if it's not\n\n[33:46] your video, but is there a way to get\n\n[33:48] the video to run where the but also it\n\n[33:50] simultaneously would append your.com\n\n[33:52] because you've embedded off your site\n\n[33:53] and then run it through anything like\n\n[33:56] that? I I don't know how it would be\n\n[33:57] done, but that's at a top level view.\n\n[33:59] That's what I was thinking you could do\n\n[34:00] to get more\n\n[34:02] more traffic back because because the\n\n[34:03] view count would come through your\n\n[34:05] domain as the referer to the actual\n\n[34:07] video that's a third party channel\n\n[34:09] video, right?\n\n[34:10] Yeah. Yeah.\n\n[34:11] How would you do that then? Is there any\n\n[34:12] way to then take that video and then get\n\n[34:15] more value to add almost add more\n\n[34:17] backlinks or embed watch time to\n\n[34:19] therefore make your parasite.com your\n\n[34:21] expired domain that you purch.com to get\n\n[34:24] more authority because people are then\n\n[34:25] quote coming to it to watch a video with\n\n[34:27] X amount of watch time for analytics but\n\n[34:29] you as the referer for the embed is\n\n[34:31] getting some credit as well. Is there\n\n[34:33] any way to do that? No, I mean like at\n\n[34:36] the time that I created the parasite, I\n\n[34:38] just blasted with PBNs and you know like\n\n[34:41] Neo stuff, GSA\n\n[34:44] because also because the way you\n\n[34:45] structured it, could you also\n\n[34:46] theoretically because that is that a\n\n[34:48] static page or is it a blog post on\n\n[34:50] WordPress?\n\n[34:51] Static static. So there's no RSS that\n\n[34:53] you could then put out to another thing\n\n[34:54] where people then could watch the video\n\n[34:55] on a third party.\n\n[34:56] No, but but could create like Yeah, for\n\n[34:59] sure. You could create like an address\n\n[35:01] stuff\n\n[35:02] to to push out to to your think to add\n\n[35:05] more value to your do I mean at some\n\n[35:07] point there's diminishing returns. I get\n\n[35:08] it. But\n\n[35:09] yeah,\n\n[35:10] I'll talk with the operator. Thank you.\n\n[35:11] You you just got my brain going on\n\n[35:13] something. Thank you.\n\n[35:14] Appreciate it.\n\n[35:19] Any other questions for Nester?\n\n[35:22] Cool.\n\n[35:23] Thank you. Y on the\n\n" } ] }