SEO Rockstars 2026: Day 2 - Brian Winum
Video: https://www.youtube.com/watch?v=HAr5HuQsazU
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[00:04] Thank you guys.

[00:06] All right, so before I get started, I

[00:08] just want to say Merino and I literally

[00:11] preach the same [ __ ] He preaches about

[00:13] brand. He preaches about PA preaches

[00:15] about PAAs. We talk about the same [ __ ]

[00:18] We just do it a little differently. I

[00:20] don't yell and scream and curse like he

[00:22] does. But if you listen, you'll hear the

[00:24] same messaging coming back and forth

[00:26] from him. That's why we vibe together.

[00:27] That's why we reach out to each other

[00:28] when we need help. What I'm going to

[00:31] talk about today is my onpage and

[00:33] off-page stack for LLM authority hacking

[00:36] and stacking. Basically, how I'm getting

[00:38] into AI overviews and it's working

[00:40] really well for me. The majority of my

[00:42] agency leads are coming in from AI now.

[00:45] Chat GBT chats from Perplexity, from

[00:48] Gemini, the AI overviews, they're coming

[00:51] into uh into my office. I just had a

[00:53] meeting the other day before I got here

[00:56] for a 100 location um

[01:00] um blood draw service all across the US.

[01:03] So, and I came in via an AI overview.

[01:06] So, we're going to walk you through my

[01:07] on page stack and my off- page stack

[01:09] that allows me to do that. And I'm open

[01:11] any questions that you guys have. A

[01:14] little more about me.

[01:16] Like Mike was saying, I've been here for

[01:17] 20 years. I've been doing

[01:20] this on the side since 1998. I was

[01:22] getting paper checks in the mail for

[01:24] doing credit card offers back in the

[01:26] day. I'd get a check for 25, 50 bucks in

[01:28] the mail back in 1998. I'd be all fired

[01:30] up. Went full-time into the agency world

[01:34] after I sold my own insurance agency. I

[01:36] had a non-compete clause. Had to figure

[01:39] out what I was going to do next.

[01:40] Marketing was it. That was my background

[01:43] from college. I had done it myself, my

[01:44] own agency, built my own websites, done

[01:47] my own marketing. Met up with my

[01:49] partners then. I've been doing it ever

[01:50] since. So, we are in New York, hundreds

[01:53] of different clients in web design and

[01:56] marketing

[01:57] and uh it's getting time to kind of

[02:00] phase out of that eventually, you know,

[02:02] settle down. No more client work. I'm

[02:03] sick of clients, but I'm always going to

[02:05] be doing my own consulting, my own

[02:07] affiliate stuff, and everything else.

[02:08] I'm never going to stop doing this. It

[02:10] just gives me too much uh it's too much

[02:12] fun doing it, figuring out problems. I'm

[02:13] a problem solver at heart, and I just

[02:15] love doing it.

[02:17] So this is going to be

[02:20] all the ways I solve these problems.

[02:22] We're getting into AI overviews. First

[02:24] few slides are going to be kind of an

[02:26] overarching theme of everything that

[02:27] goes behind every strategy that I talk

[02:29] about. The things I use for my agency,

[02:31] the things I use for my clients, things

[02:33] that I use for

[02:36] uh my affiliate sites and everything

[02:37] else. So these slides I'm going to talk

[02:39] about I kind of inform you when I talk

[02:42] about the strategies down the road where

[02:44] they originally came from and why I did

[02:46] them that way why I structured them that

[02:48] way. So like I talked about Merolino I'm

[02:51] always preaching brand strong brand

[02:53] signals become increasingly critical

[02:55] since the HCU roll out. You got to have

[02:58] a strong brand. Who you are what you do

[03:00] where you do it. Just like Marino always

[03:02] says

[03:04] authority. I'm always preaching eat. So,

[03:07] I always want to put authority into

[03:09] everything I do and data. So, original

[03:12] content. I want to create original

[03:13] content that leverage proprietary data.

[03:16] Bringing unique stuff to the table that

[03:18] your client Yeah. that your competitors

[03:19] aren't going to be able to do. So, we

[03:22] want to make sure we have strong strong

[03:23] brand signals, authoritative

[03:24] positioning, and that proprietary data.

[03:28] So, that's core behind everything I'm

[03:29] doing, every strategy I work with. You

[03:31] want to make sure that the

[03:34] kind of the brand is enhancing the

[03:36] content distribution. The authoritative

[03:38] status is going to attract more quality

[03:40] backlinks and then that unique data is

[03:42] going to drive engagement metrics. So

[03:44] all of this stuff works together. So

[03:46] that's the first thing I look at when

[03:49] I'm trying to develop a new strategy or

[03:51] testing anything.

[03:54] Second thing is going to be eat. I've

[03:56] been preaching this forever. Like Mike

[03:58] was saying, even before it was a thing,

[03:59] even before it was the added the extra e

[04:01] on top of that, everything was based on

[04:03] building an authority and trust. I'm

[04:05] always talking about authority stacking.

[04:07] Whenever I teach my courses, whenever

[04:09] I'm talking to my clients, I'm always

[04:10] stacking authority signals. So, I want

[04:13] to make sure everything goes back to

[04:15] eat.

[04:17] And then finally, Google News. So, a lot

[04:21] of what I do came around from building

[04:24] Google News sites and getting them

[04:25] approved.

[04:27] If you look and Google Google's how news

[04:30] works and how search works, there's a

[04:33] lot that you can take in from there

[04:35] that's going to play into anything and

[04:36] everything you do in digital marketing.

[04:39] Some of the things they explicitly tell

[04:41] you they're looking for. They want your

[04:44] information to be highly cited. They

[04:46] want that original reporting and they

[04:49] want it to be completely relevant. So,

[04:51] highly cited, what does that speak to

[04:53] you? backlinks, citations, you got to

[04:55] have mentions out there. So, they want

[04:57] you to be highly cited. They're looking

[04:59] at that. If people are sharing your

[05:00] content, that's going to play into what

[05:02] Google's looking for. Original

[05:05] reporting. We all know in the world of

[05:06] AI, you got to bring originality to the

[05:09] table, whether it's those unique data

[05:11] points that you're bringing. Um, you

[05:14] whatever you can do to separate yourself

[05:16] from your competitors, you got to make

[05:18] sure it's original. And then relevance.

[05:20] Obviously, you got to be relevant to

[05:22] reach your audience. So, they're going

[05:25] to look for those three key signals.

[05:26] Widespread coverage across news sites,

[05:28] frequent citations of the story by other

[05:30] publications, and the presence of

[05:32] substantial original reporting.

[05:35] So, like Mike said, someone kind of took

[05:38] what I told him, how to get Google News

[05:40] approved, and within two years, they'd

[05:41] exited for 29 million.

[05:43] Who is that guy?

[05:44] That is Bradley Bennett, not Benner.

[05:47] That's right. not not

[05:50] not you but um so these are the three

[05:54] things that I kind of look at when I

[05:56] develop any strategies and I'm testing

[05:57] everything I want to bring that brand I

[06:00] want to bring that authority I want to

[06:01] bring that data into play I want to hit

[06:03] all those eat signals I can and it's

[06:06] always been based on me for Google News

[06:08] back in 2019 and prior to that when

[06:11] Google News was a um they would actually

[06:14] vet everything out submit it through

[06:15] Google News they'd approve it I'd have a

[06:17] ton of conversations with the Google

[06:19] News uh team and they give me feedback

[06:21] on what I was doing right, what I was

[06:23] doing wrong, and it's really given me

[06:25] the framework for everything I do moving

[06:27] forward.

[06:29] Things that I learned in Google News

[06:31] that they told me, things they're

[06:32] looking for, even apply to things when

[06:34] I'm doing my ad campaigns nowadays.

[06:38] So things that are relevant on one

[06:40] Google platform, more often than not are

[06:42] going to be relevant all the other

[06:44] Google platforms, just how they bake it

[06:45] into the algorithm.

[06:47] So now we're going to talk about how all

[06:49] that plays into how I use all this for

[06:52] AI overviews.

[06:54] We're going to talk about how I'm

[06:56] leveraging the llms.ext files and all

[06:59] the off- page techniques I use to kind

[07:01] of beef that up.

[07:03] So a lot of people first let me just say

[07:06] a lot of people I hear the chatter out

[07:08] there about how LMS text files just

[07:10] don't work. They don't get crawled.

[07:12] They're useless. It's not wide. It's not

[07:15] a widespread adoption as of yet. The AI

[07:18] bots aren't using it. The AI platforms

[07:20] ignore it. Google doesn't use it. And

[07:22] I'm going to tell you from my experience

[07:24] that's completely false. What I'm

[07:26] normally seeing is people just aren't

[07:28] putting enough effort into it. They're

[07:29] not doing the right things at all. If

[07:32] you are pushing your basic

[07:36] organizational schema just through

[07:37] Yoast, not doing anything about it,

[07:40] that's not going to work either. Same

[07:42] thing with the LMS text files. If you're

[07:43] just pushing it from a basic plugin

[07:45] that's creating a glorified sitemap of

[07:48] your website, what's the point? You

[07:50] really got to build it out and leverage

[07:52] it and bake everything in. I always look

[07:55] at it as an extension of my schema. I

[07:58] wanted to match

[08:00] what I'm putting out in my schema. So,

[08:02] it's not just a a site map and giving

[08:04] the uh the AI bots a way to crawl and

[08:06] find my content. I wanted to match all

[08:09] the authority signals that I'm pushing

[08:10] out my schema.

[08:12] Can you just ask if people know what the

[08:14] LLM text file is in case maybe they

[08:17] don't? You know what I mean?

[08:18] So, do you guys know what the LLMS text

[08:20] file is?

[08:21] Hands in the air. You know what it is?

[08:23] Okay, cool.

[08:25] So, it's a um something they're pushing

[08:27] for adoption. It was um pushed out by a

[08:30] third party as a suggestion as a way to

[08:34] create a markdown file, a document that

[08:37] gives the AI bots, the AI platforms an

[08:40] overview of your site. basically who you

[08:42] are, what you do, and where you do it.

[08:43] You give them an easy way to find and

[08:45] digest the information on your website.

[08:47] So, it's basically taking your site map,

[08:49] converting it into a markdown format

[08:50] that they can crawl easily, and it's a

[08:52] text file that gets dropped into the

[08:54] root of your site. And there's two

[08:56] versions. There's an llms.ext file, and

[08:59] then there's an llms-full.ext

[09:01] file, which is an expanded version that

[09:04] could really stuff full of them

[09:05] everything. I'm going to go through the

[09:06] both of them,

[09:08] but what I'm doing a little differently

[09:10] to kind of stand out from the crowd, the

[09:12] people who are telling me it doesn't

[09:13] work is I'm making sure that I'm beefing

[09:15] them up as much as I can. Like I said, I

[09:17] want to mimic exactly what I'm doing in

[09:20] my schema. And my schema, for example, I

[09:22] got all my nose about. So all my subject

[09:25] matter expertise, I'm going to bake into

[09:29] my LLMS file, too. Again, it's not just

[09:31] a sitemap.

[09:33] all my uh same as stuff, my citations,

[09:36] my references, and everything else not

[09:39] normally going to pull into the LMS

[09:40] file. I'm going to make sure it happens.

[09:43] So, the way I'm doing that is I'm

[09:44] pushing custom content into the LMS text

[09:48] files. I'm putting in custom header

[09:50] content and custom footer content into

[09:52] those files. We'll go through exactly

[09:53] what I do in there. I'm building out

[09:56] subdirectory files. So, not only do I do

[09:58] a core

[10:00] LMS text file I drop into the root, I'm

[10:03] actually dropping them into the

[10:04] subdirectories as well. So, I'll build a

[10:06] niche down LLMS text file just for the

[10:09] blog section of my website just for a

[10:11] specific service section of my website

[10:13] just for a location specific. So, I have

[10:16] a location specific LMS text file, a

[10:19] service or a product specific LMS text

[10:21] file, and I'm really niching it down

[10:23] just to make that much easier for them

[10:25] to digest everything when these AI

[10:27] platforms are crawling everything.

[10:30] Uh, my big thing is I'm going to make

[10:32] sure that I'm optimizing those crawl

[10:33] paths and get giving them as many

[10:35] options as they can to find both my

[10:38] files.

[10:40] This isn't just working for AI

[10:42] overviews. This is helping with SEO as

[10:44] well. So everything I'm putting into

[10:46] these files, the SEO bots are crawling

[10:48] too, the Google bots are crawling. So

[10:50] it's helping me with my AI rankings.

[10:52] It's helping me with my SEO rankings.

[10:55] And I'm just making sure it's easy for

[10:56] everyone to find all the information I

[10:59] need them to find on my website. I'm

[11:02] also building out a stack of files that

[11:04] work along with it. Yep.

[11:06] Just one clarification. You said it

[11:07] helps with the AI as well for Google

[11:12] that pull up both. Are is this one file

[11:14] done for AI overview and AI mode? It

[11:17] handles both. You have to have a

[11:18] separate file for AI mode.

[11:19] Will you repeat the question?

[11:21] Yeah. So, um is are there separate files

[11:23] for AI overviews and AI mode? Same file.

[11:26] Same thing. Yeah. It's it's covering all

[11:27] the bases and and again it covers even

[11:29] the SEO bots as well too, the Google

[11:31] bots. So, everything we do in here is

[11:33] going to affect your your ability to

[11:35] rank in AI mode and AIO reviews and the

[11:37] uh AI platform recommendations and the

[11:40] SEO as well. you want to get pulled into

[11:42] the the featured snippets and things

[11:43] like that, your your page rankings are

[11:45] going to increase. This is all going to

[11:47] help you. I'm not strictly focused on

[11:49] just AI. It's a great byp product what

[11:52] I'm doing. I just happen to be

[11:54] leveraging the LLMS text file to do it.

[11:56] It's just another avenue for me to get

[11:58] all the information out there that I

[11:59] want them to know. Every single

[12:01] authority signal and expertise signal,

[12:03] I'm leveraging that LLMS text file and

[12:06] making sure it's out there. I'm also

[12:08] building supporting files as well. So

[12:10] these can be in markdown or JSON format,

[12:13] but I'm stacking files that support

[12:14] everything I'm claiming in my LMS text

[12:17] files. I will build out fullfeatured

[12:20] people also ask FAQ

[12:23] uh query fan out files that answer every

[12:26] single question about my industry that

[12:28] someone would answer. So I have tremend

[12:31] tremendously long files that answer all

[12:33] that information and that reference and

[12:35] tie back to my LLMS files. I build out

[12:38] glossery files. I want that

[12:40] comprehensive terminology documentation.

[12:42] And I'm also pulling review files as

[12:44] well just to give the bots and the um

[12:48] the AI the uh AI platforms an overview

[12:52] of why we are the answer to these

[12:54] questions people are asking. So we're

[12:57] talking about our reviews, we're doing a

[12:58] sentiment analysis, we're presenting all

[13:00] of it, a complete file that has all that

[13:02] information. And they also do some other

[13:04] file types as well. Those are the main

[13:06] ones I've seen that have helped me quite

[13:08] a bit. I'm going to go through the

[13:10] individual files and how I'm actually

[13:11] using them and leveraging them to really

[13:13] help with everything.

[13:15] The first one is custom header content.

[13:19] The reason I broke it up into header and

[13:21] footer content that I'm injecting into

[13:23] the

[13:24] uh into the files is honestly a

[13:27] conversation I've had with the AI

[13:29] platforms going back asking how how they

[13:31] digest information, how we structure it

[13:34] for proper uh presentation

[13:36] and it really led me down the path of

[13:38] structuring it with the header. The

[13:41] middle portion is going to be my my

[13:43] actual website content. you know, the

[13:45] glorified sitemap, links to my pages, my

[13:48] posts, my products, my services, and

[13:50] everything else. And then the footer is

[13:52] where I'm going to be referencing um all

[13:55] my authority signals, my off- page

[13:57] authority signals that support

[13:58] everything else that came before it. So,

[14:00] it goes in that proper format. The

[14:02] header information is going to be

[14:03] information that talks about again who I

[14:05] am, what I do, where I am, what are my

[14:08] products, what are my services, how can

[14:10] I help these people, how do I answer

[14:12] these questions that people have, why am

[14:14] I a solution for what they're looking

[14:17] for? That's what the header is going to

[14:19] be. So the header placement, AI does

[14:22] give a priority. So content that appears

[14:24] first, it's going to carry a little more

[14:25] weight in AI understanding.

[14:28] Even if you're looking at just the

[14:29] context windows of some of these things

[14:31] first, they may not crawl the entire,

[14:33] you know, the entire file. If you have a

[14:34] huge, huge file, chances are they're

[14:36] going to. I mean, the context windows

[14:38] have gotten much bigger. But you want to

[14:41] put the important stuff first. So, you

[14:43] want to put everything about your brand.

[14:45] Paint that picture. Everything you want

[14:48] the AI bots to know and to portray you

[14:51] to everyone else moving forward. Make

[14:53] sure it's in a header. The semantic

[14:55] markdown is going to drive AI

[14:57] comprehension. So, we're using clean

[14:58] markdown format. The headers, bolds,

[15:01] lists, um you know, all the everything

[15:03] we would need to do just to make it easy

[15:05] for them to parse and categorize

[15:07] everything. And the headers do establish

[15:09] credibility. So, it's basically going to

[15:11] fun, like I said, it's going to function

[15:12] kind of as our AI elevator pitch. We're

[15:15] going to position ourselves as the

[15:16] subject matter experts before the

[15:18] systems even get to our our website

[15:20] content, before they look at the post,

[15:22] the pages, or anything else. We're going

[15:24] to make sure everything is pumped into

[15:26] the header. So, within the header

[15:28] itself, I'm going to be putting things

[15:30] like, and again, this is going to be

[15:32] mimicking what I have in my schema, an

[15:35] expanded description of who I am and

[15:37] what I do. Um, all the locations that I

[15:39] serviced and my my area, a really,

[15:42] really in-depth description of uh of who

[15:45] my target audience is, uh, even

[15:47] psychographic descriptions, everything.

[15:49] really drill down into exactly who I

[15:51] want to reach and why I want to reach

[15:53] them. What are their problems they're

[15:55] facing and how am I going to present

[15:56] those solutions? All my services, all my

[15:59] products, it's all going to be baked

[16:02] into this header content. And this could

[16:04] be a huge file. It could be thousands of

[16:06] lines if needed to really make sure that

[16:08] it's all in there. You can do a kind of

[16:11] a truncated version for the plain LMS

[16:14] text file and then a really expanded

[16:16] version for the LMS foldup text file.

[16:19] But I really want to bake in that AI

[16:21] elevator pitch, giving them the idea of

[16:24] exactly why I'm doing things, why I'm

[16:26] presenting myself this way.

[16:28] So you put ICPS and everything in the

[16:30] header, too.

[16:30] Yeah. Yep. All that stuff. Yep. Ideal

[16:33] cut. All that stuff is in there. So I

[16:34] want to do it as as detailed as

[16:36] possible. Uh again I talk about my

[16:39] audience the ICPs the pain points I go

[16:42] with the um semantic triples and things

[16:45] like that just list and list of that you

[16:47] know you know who I am what painoint I

[16:49] solve what the solution is and uh I'll

[16:52] just have a list of just that in there

[16:54] but anything I want to bring bring to

[16:56] the attention of the the the bots and

[16:58] even the search engines as well is going

[16:59] to be pushed into that header. The

[17:01] footer content is basically validating

[17:04] all the claims I made in the header. So

[17:07] why am I able to be the solution? Why is

[17:10] my product the best for these for this

[17:12] particular audience? Why is my service

[17:15] the best in this particular location? I

[17:18] want to provide um the external proof

[17:21] that I would provide in my schema for

[17:23] example like I would have um you know

[17:26] links to my my same as to my social

[17:28] media content to my press releases to my

[17:31] um citations my authority signals and

[17:34] everything else. I'm going to make sure

[17:36] that that's all spelled out in the LLMS

[17:38] text file. Again, it's not just a

[17:40] glorified sitem. I wanted to really kind

[17:43] of spell out exactly who I am and what I

[17:45] do and really give that authority and

[17:48] trust signals to Google or to the AI bot

[17:50] so they can see it right there. I'm

[17:52] going to pull all my citations and

[17:54] directory presence are going to be in

[17:56] there. Media mentions, industry

[17:57] recognitions, any awards I've won or

[17:59] something like that. That's all going to

[18:01] be spelled out in there.

[18:03] And again I did it this way specifically

[18:06] for that strategic alignment. So the

[18:08] footer content is going to align with

[18:09] the header claims. We want to avoid

[18:11] contradictions and kind of create that

[18:13] birectional authority.

[18:16] So again I tell you you pointing I'm

[18:18] building that u that brand awareness in

[18:21] the header and I'm validating everything

[18:23] for all the third party claims. Again

[18:25] the LLS text file wouldn't normally have

[18:27] this. I'm making sure this is a one-stop

[18:30] shop that they can know everything about

[18:32] me, everything about my brand, my

[18:33] products, my services, and I'm doing it

[18:35] through that custom header injection.

[18:37] And these are things that are living and

[18:39] growing over time. We're going to keep

[18:40] adjusting these over time. If there's

[18:42] new citations that need to be added, if

[18:45] there's new products, new services, I'm

[18:47] expanding into new locations, these are

[18:49] always going to be adjusted over time

[18:51] and and tweaked depending on how I'm

[18:53] reacting and how I'm appearing the AI

[18:55] overviews and everything else.

[18:58] Uh, we talked about the subdirectory

[19:00] files. So, I really want to niche it

[19:02] down. I want to make sure that these

[19:03] section specific files are really

[19:05] delivering that that targeted

[19:06] information. So, I'm going to build out

[19:08] a specific LLMS file about a a roofing

[19:12] service, for example, replacement

[19:14] roofing or whatever. I'm going to build

[19:16] out a file just about that. And it's

[19:18] just going to pull in any information

[19:20] that's only specific to that particular

[19:22] service. I can do it for a particular

[19:25] location. If I'm servicing a particular

[19:26] county and I have that location section

[19:29] on my page, I'm going to build a

[19:30] location specific LMS text file and LMS

[19:33] full file. And these also get the custom

[19:36] header and the custom footer injections

[19:38] as well. So that custom header will be

[19:40] information related, you know, brand

[19:42] brand related information just for that

[19:45] particular service, that particular

[19:47] location, that particular product, that

[19:49] particular blog section, whatever it may

[19:51] be.

[19:52] Someone else have someone have a

[19:53] question?

[19:53] Just a quick question. Sure. Just

[19:55] to clarify, so these LLMs are sitting in

[19:57] the at the root of the directory

[19:59] subdirectory, not

[20:01] correct. Yeah. So it would be like

[20:03] slashblogms.ext.

[20:05] Yeah. Exactly.

[20:07] Yep. Yeah. So I'm pushing them into the

[20:08] subfolders. Uh again, independent

[20:11] messaging per section. They'll get the

[20:12] custom headers, custom footers,

[20:14] specialized content selection.

[20:17] Um, I do see anecdotally higher AI

[20:21] citation rates when I'm targeting

[20:23] relevance for specific query types. I'm

[20:25] making it super easy for them to find

[20:27] out information about that product, that

[20:29] service by creating these subdirectory

[20:32] files.

[20:33] Uh, I'm also referencing them all within

[20:36] each other. At the bottom of each file,

[20:37] there's a link for my LMS LMS text and

[20:40] my LMS fold to the subdirectory files

[20:42] and everything else. So I'm making it

[20:43] easy for the ad bots to find all these

[20:45] different file types,

[20:48] FAQs. So again, I build out these

[20:53] really in-depth files

[20:56] that answer everything I would want my

[21:00] clients or my customers or my audience

[21:02] to know. Any questions that they would

[21:03] have, I'm scraping the PAS. I'm looking

[21:06] at the query fan outs. I'm gathering the

[21:09] FAQs from my clients themselves or FAQs

[21:12] that I've heard over the years and

[21:13] making sure that all that stuff is in

[21:15] there and I'm creating these massive

[21:16] files as big as you need it to be. Get

[21:19] them all in there. The AI systems, I

[21:22] mean, they're fundamentally query

[21:23] response engines. You know, there people

[21:25] are typing these queries into these uh

[21:26] into these AI platforms and uh

[21:30] formatting it in a Q&A format. It aligns

[21:32] perfectly with how what they're looking

[21:34] for. So, we want to make sure we we get

[21:35] it in into that format.

[21:38] natural brand inte integration. So, as

[21:40] I'm answering these FA uh PAAAS, these

[21:43] FAQs, these query fade outs, I'm doing

[21:46] it in a manner that we all would do, you

[21:48] know, optimizing them for um snippet

[21:51] inclusion. you know, doing a short and

[21:53] sweet answer that answers it in a couple

[21:54] sentences, making sure that it's really

[21:57] um

[21:58] optimized for potential sniffing

[22:01] inclusion, but then right below that,

[22:04] I'm creating a uh just a matter of

[22:07] bringing my brand in there as the

[22:09] solution to that problem. So, answering

[22:11] the question, then right after that, why

[22:13] is my brand solution to that particular

[22:15] question? So, I'm making sure that

[22:17] there's brand awareness tied into each

[22:18] and every FAQ or each and every query

[22:20] fan out. I want to make sure that

[22:22] they're all there and it's just uh you

[22:25] know compounding coverage. I mean, if

[22:27] you throw 40 50 questions in there into

[22:29] that FAQ file, it's going to create

[22:31] dozens of potential citation pathways

[22:33] for all my different expertise areas.

[22:36] You can niche these down as well. I mean

[22:38] you could create FAQ sections just for

[22:41] uh a particular service related to a

[22:43] particular location or something like

[22:45] that. So you can niche these files down

[22:47] as well too. You can have the the ones

[22:50] dumped right into the root root of the

[22:51] domain or you can create the niche down

[22:54] subdirectory files for these files as

[22:56] well too. But this is great for really

[22:59] kind of showing the bots how your brand

[23:03] is the answer to all these queries that

[23:05] are out there. So you're you're

[23:07] answering the queries, giving them a

[23:09] direct answer, but then bringing your

[23:10] brand into the equation as well.

[23:14] We are doing glossery definitions. So

[23:17] giant glossery pages. I love glosseries.

[23:19] I've been doing it forever. It's been

[23:21] one of my methods I've been do for years

[23:23] and years and years just to add uh some

[23:26] topical authority. Um semantic territory

[23:29] claiming. So every term you define

[23:31] comprehensively, you're staking your

[23:33] authority to that particular uh that

[23:35] particular topic, that particular

[23:37] subject. It gives you a a way for

[23:41] internal linking. So I'm creating these

[23:43] files. I'm also creating markdown links

[23:45] to the service that's that that talks

[23:48] about that particular topic or that

[23:50] particular subject, the product that

[23:52] talks about that particular product or

[23:54] that particular subject. So, it just

[23:56] gives me a way to kind of bring in tons

[23:59] of topical authority and then create

[24:01] internal links in these markdown files,

[24:03] all the different sections of my website

[24:05] that I want to drive these AI bots to.

[24:08] It's really just an expertise signal

[24:09] amplification,

[24:11] right?

[24:14] So, they can hear it on the

[24:21] um so on these glosseries something that

[24:25] I'm not doing or do you have a

[24:26] particular tool or should we just v code

[24:29] something because I mean it seems like

[24:31] it would be pretty easy to just v code

[24:32] this and

[24:34] WordPress creates all the pages.

[24:36] So that's what I'm just I'm just v

[24:38] coding myself you know.

[24:39] Yeah pretty

[24:43] simple.

[24:44] So I I have the on page glossery and

[24:46] then I have these glosseries behind the

[24:47] scenes and I convert it to a markdown

[24:49] file or JSON file as well. So I do both

[24:51] versions. So it is on page and I do have

[24:53] a tool where I just import a spreadsheet

[24:54] of all my terms and all my definitions

[24:56] and all the information I want in there.

[24:58] You put in like are you doing like a

[25:01] glossery folder like like the actual

[25:03] page? Okay, this is the glossery. Yep.

[25:05] And then are you doing is everything on

[25:08] that one page or do you have multiple

[25:10] pages for the glossery?

[25:12] It depends on the website itself. I do

[25:14] break it down. If it's small enough

[25:16] it'll just be one page and I can chunk

[25:19] it up in there. I can categorize it on

[25:20] that one page, but with jump links to

[25:22] the different categories.

[25:24] Oh, jump link.

[25:24] Yep. If I need to break it up into

[25:26] different glosseries for different

[25:28] sections of the website to make it even

[25:30] easier, I'll do that as well, too.

[25:32] Okay.

[25:32] Um,

[25:34] the tool that I built out will also has

[25:37] a kind of the tool tip hover function.

[25:39] So if that glossery term appears

[25:40] somewhere else on the website on the

[25:42] blog post or something, if someone

[25:44] happen to hover over that term, it'll

[25:46] pop up with the definition just to draw

[25:48] attention on the page. Just these are

[25:50] going to be a lot of entities and things

[25:52] like that as well. So I want to make

[25:53] sure those entities I'm drawing

[25:55] attention to those entities in all my

[25:57] content. So, someone goes to a blog

[25:59] post, a glossery term is in there, it's

[26:01] highlighted, they can hover over it, a

[26:03] tool tip pops up with a definition, and

[26:06] it's the same concept as if you were

[26:08] making it bold or making italic. You're

[26:10] just drawing Google's attention to it by

[26:12] having that tool tip function attached

[26:14] to it. So, you're really drawing

[26:16] attention to your entities within your

[26:17] content just by virtue of having the

[26:19] glossery in there. That's why I do it.

[26:22] Then I take that glossery um the

[26:25] glossery that I have the unpaid glossery

[26:27] and I do convert it to a a markdown file

[26:30] format just a massive file markdown file

[26:32] format or a JSON file format or both and

[26:36] making sure that I am referencing them

[26:38] as well within my my file structure. So

[26:41] I'm just tying all these files together

[26:42] that are really building my trust, my

[26:45] credibility, my authority and just

[26:46] presenting me as a subject matter

[26:48] expert. I know everything that there is

[26:49] to know about this particular topic

[26:51] related to my products, my services. So,

[26:54] we got the uh the glossery to take care

[26:56] of that for me.

[26:57] Right. Do you see that? Notice the tool

[26:59] tip thing. Does that also improve

[27:01] engagement on the pages?

[27:02] 100%. Yeah.

[27:04] So, I mean, if they're seeing the

[27:05] highlighted word, so people are

[27:06] scrolling, they're scrolling down even

[27:08] further. It does. I have seen the scroll

[27:10] depth improve just by adding that

[27:15] uh Google reviews. So, I create an

[27:18] entire document just for my Google

[27:20] reviews. I will scrape all my Google

[27:22] reviews. I will scrape Yelp reviews. I

[27:25] will scrape reviews from everywhere I

[27:27] can and create a markdown file format

[27:29] document that has the actual review

[27:31] copy, the reviewer, a link to the review

[27:34] itself.

[27:36] And I also perform a uh kind of an

[27:39] overarching review sentiment analysis.

[27:42] So there will be at the top of the page

[27:43] an overview con uh you know commonly

[27:48] mentioned terms commonly mentioned uh

[27:50] things that people say about my brand of

[27:52] my products the sentiment behind it a

[27:55] really in-depth overview of my entire

[27:58] review portfolio and again scraping

[28:00] these from anywhere and everywhere I

[28:02] want to make sure that I am documenting

[28:04] the outcomes so these are customer

[28:06] reported results and metrics so they're

[28:08] reinforcing all my claims this is social

[28:10] proof

[28:11] for Google, for the AI platforms. I'm

[28:15] presenting that social proof for them in

[28:17] an easy digestible format.

[28:20] You know, you're going to want to put

[28:21] your reviews on your site, your social

[28:22] proof on your site for your, you know,

[28:24] your your users to see it as well, but

[28:26] you also want to do it in a format so

[28:28] that all the bots can see it, that

[28:29] Google's going to see it, and the AI

[28:31] bots are going to see it. So again,

[28:33] we're consolidating everything whether

[28:35] it's Google, clutch, LinkedIn, any

[28:36] industry platforms, I want to pull them

[28:39] all into this file here and we're

[28:41] basically creating a tru uh trust

[28:44] pattern recognition. So basically that

[28:46] analysis I talked about thematic

[28:48] analysis, it's going to reveal

[28:50] consistent strengths about your

[28:53] products, your services, and your brand

[28:56] that these AI bots are going to be able

[28:57] to recognize by seeing that. they're

[28:59] going to see the overview and they're

[29:01] going to see all these reviews. But just

[29:03] by seeing this, I've seen just by doing

[29:06] this, I have seen um

[29:10] this alone more of a bigger increase.

[29:12] It's been adding to the trust kind of

[29:15] anecdotally in in what I've seen as

[29:17] well. I've seen more uh AIO reviews

[29:19] popping up just by adding this in here

[29:22] presenting myself as a if someone

[29:24] mentioned honest before something like

[29:26] that you know just adding honest to the

[29:28] term giving them that that big theme.

[29:31] Yep.

[29:31] Do you include negative reviews for any

[29:33] reason?

[29:34] I try not to.

[29:36] Yeah. Yeah.

[29:38] Four star.

[29:42] Yeah. I'm going through it for the most

[29:43] part and just, you know, highlighting

[29:45] the good stuff, what I want them to see

[29:47] about me, kind of presenting my painting

[29:49] my brand as the the solution to

[29:51] everything and uh and doing it that way.

[29:53] You I'm not necessarily going to throw

[29:55] them. They'll find them obviously, but

[29:57] why give it to them, right?

[30:00] So those are the main file types I add

[30:02] on top to my LMS files, reviews,

[30:05] glossery, and then um

[30:08] the uh frequently asked questions, the

[30:10] query, fan ask, and everything else. And

[30:12] again, I just want to present myself as

[30:14] a subject matter expert. And this is why

[30:17] we're the best at what we are, what we

[30:18] do.

[30:21] So now, how are we going to optimize all

[30:24] that information to make sure that the

[30:25] AI bots are finding it? So this is a,

[30:28] you know, handful or about six different

[30:30] things I'm doing to make sure that my

[30:33] files are found every time. So when

[30:34] people are complaining that these don't

[30:36] get crawled, I'm seeing hundreds if not

[30:39] I'm seeing e-commerce sites with

[30:41] thousands of hits to these LMS text

[30:42] files. They're getting hit. They're

[30:44] getting crawled. I'm making sure they're

[30:46] finding it. So I'm doing that internal

[30:48] file referencing I talked about. So at

[30:50] the bottom of every LMS text file and

[30:52] every file that's in that stack has

[30:54] references to all the other files. I'm

[30:56] making sure I'm tying everything

[30:57] together. I'm creating a separate XML

[31:01] sitemap just for all my files. So,

[31:03] there's a separate file that gets pushed

[31:05] into the sitemap index file as well that

[31:08] lists all my LMS files, all my

[31:10] supporting files, they're all in there.

[31:12] I'm doing meta tag header injection. So

[31:16] no matter what page someone lands on my

[31:18] site, no matter what page that AI bot

[31:20] comes in, the first thing they're going

[31:22] to see is that link rail equals

[31:24] alternate textplane and then a link to

[31:27] my LMS text file, link to my LMS full

[31:29] file, a link to my glossery file, or

[31:31] everything else. All that stuff is

[31:33] injected into the header. So no matter

[31:35] where they're coming in, the the Google

[31:37] bots are seeing that, the AI bots are

[31:39] seeing on every single page. I'm also

[31:42] referencing it my robots.ext, text, you

[31:45] know, same as you would your site map.

[31:47] Make sure all this stuff is in there as

[31:48] well, too. Make sure it's in there. We

[31:50] just want to increase the um the chances

[31:54] that they're going to stumble across

[31:55] this and give us give us the the do that

[31:57] we're owed for putting all this hard

[31:58] work into it. So, as many things as we

[32:01] can do to make it front and center when

[32:04] someone is crawling our site, we're

[32:05] going to do it. We're doing link uh you

[32:08] can use the prefetch tags, link

[32:10] prefetch, so increase the discovery

[32:12] frequency. So you want to prefetch your

[32:14] other files. You can actually build

[32:16] micro silo micro silos for different

[32:18] sections of your site, different files

[32:19] of your site by pre if you're doing a um

[32:23] for example the uh a geo related um

[32:26] stack. You know, you you built the

[32:29] subdirectory LMS files for your your

[32:32] specific location. You have a an FAQ

[32:35] section related to that particular

[32:36] location. You have reviews just related

[32:39] to that particular location. You have

[32:40] all those files. you can prefetch those

[32:43] links within the header of of those

[32:45] particular sections so they'll find them

[32:47] all right out of the gate.

[32:49] Question

[32:52] link prefetch. I could be wrong but is

[32:54] isn't that something you can just enable

[32:56] on WP Rocket if it's doing that or are

[32:58] you doing something different?

[33:00] Yeah. Yeah, you can do that for the

[33:02] thing the things that are embedded in

[33:03] way but these these aren't necessarily

[33:05] files that are links within the the

[33:07] content itself. These are these are

[33:09] supporting text file types outside of

[33:11] the content. So I want to make sure all

[33:13] that stuff is pushed in there. Um

[33:17] custom mime types is something I'm

[33:19] playing around with. So I don't know if

[33:21] you guys have ever done this, but I just

[33:22] I just talked about it basically with

[33:24] the the metatag header injection link

[33:27] re. So that text plane um that you're

[33:32] putting a a mime type in there. So it

[33:34] really was a my bad. My bad. I didn't

[33:36] hear you bro. What? You said you tested

[33:37] custom what?

[33:38] Custom mime types.

[33:39] Mine types.

[33:40] MIME.

[33:41] What's Yeah, I don't know what that is.

[33:43] So, I guess

[33:44] originally a multi-purpose internet mail

[33:47] extension, a way to kind of expand the

[33:48] capability of email and now it's just a

[33:51] a naming convention that can be used in

[33:53] your your HTML structure. So, you can

[33:56] actually create and I'm using this type

[33:59] specifically

[34:00] to work my brand name into there. So

[34:03] there is what's called a vendor tree

[34:05] mind type where you can it'll be um like

[34:10] I said a text plane it'll be

[34:12] applicationdmax

[34:15] burst whatever the file is. So I'm

[34:18] working my brand name branding myself

[34:22] branding these files under my brand name

[34:24] out there and registering that custom

[34:26] mime type under my brand name. So, I'm

[34:28] making sure that I'm drawing attention

[34:30] to my brand name and not just the files

[34:32] and tying everything together there. So,

[34:34] that's another way that I'm playing

[34:36] around with really drawing attention to

[34:37] my brand. Again, pound that brand, who

[34:40] you are, what you doing, where you do

[34:42] it. Right.

[34:42] That's right, [ __ ]

[34:43] So, now do it in the htm. Do it in the

[34:44] HTML code. You know, I mean, Simon

[34:47] preaches that stuff all the time. All

[34:48] these custom HTML tags and everything

[34:50] else. So, this is just another way of

[34:53] doing that. if I'm going to be sending

[34:55] those link rail links to my files, why

[34:58] not work my brand brand name into it and

[35:00] make it even a little more relevant to

[35:02] who I am and what I do. But those are

[35:05] most of the ways that I'm drawing

[35:07] attention to all my files and making

[35:09] sure they're getting crawled. The big

[35:11] thing has been the the metatag header

[35:14] injection. Like I said, anytime any page

[35:16] they hit the they hit my site, no matter

[35:18] where they come in, they're finding my

[35:21] files. They are calling them pretty

[35:22] quickly.

[35:25] XML sitemaps.

[35:27] I'm also leveraging them a little

[35:28] differently as well. Other than just

[35:30] creating dedicated sitemaps from the LMS

[35:32] text files, I do create custom sitemaps

[35:36] as well for off- page stuff I want to

[35:38] draw attention to. So, just like I can

[35:41] bring that those authority signals uh

[35:43] those trust signals from off- page into

[35:46] my LMS text file, I can actually do the

[35:49] same thing with custom site maps. Are

[35:51] you doing location?

[35:53] So I can do that. Yep, I do that as well

[35:54] too. Yep. But with these custom site

[35:56] maps, what I'm doing is I'm using a

[35:58] plugin like pretty links, for example.

[35:59] I'm doing redirects. So it'll be like

[36:02] brianwim.com,

[36:04] you know, link one, but that link is an

[36:07] external link to somewhere else. So now

[36:09] I have a a string of links. I'm creating

[36:12] a custom sitemap for submitting that.

[36:14] Um, and you know, at first glance it

[36:17] looks as if it's a say, you know, these

[36:18] are internal links, but they're really

[36:20] external links that are going in rails.

[36:22] So, I'm getting all those external

[36:23] authority signals as well, too.

[36:30] READ

[36:31] TELL THEM AGAIN, PLEASE, BRO, because

[36:34] that's like heavy duty, bro. So, not

[36:36] only do I do an XML sitemap just for the

[36:39] internal links for my LMS files or

[36:41] supporting files, but I can create

[36:43] custom site maps by collating a list of

[36:45] any link out there that I want them to

[36:46] find reling information about my LMS

[36:50] text files about my claims, who I am,

[36:52] what I do, whether it's a string of

[36:54] press releases that I want or all my

[36:56] authority listings or anything like

[36:59] that. I just create a list of redirects.

[37:01] I import the spreadsheet of all those

[37:03] links into Pretty Links, for example. it

[37:06] creates custom uh custom redirects for

[37:08] me and then I can use those create a

[37:10] custom site map from those links and

[37:12] just push it out there. So these are all

[37:15] the ways that I can make them find what

[37:17] I want to make them find for me.

[37:21] Sorry. Uh technical nerd question on the

[37:23] robots.

[37:32] Little technical nerd question on the

[37:34] robust txt. Yep. So if you want your for

[37:37] example sitemap sitemap colon sitemap,

[37:40] what do you do for the LMS?

[37:42] Same thing. Llms sitemap. I'm calling

[37:44] out those sitemaps in there as well too.

[37:45] So LLM sitemap colon.

[37:47] Yep.

[37:48] That's it. Simple as that.

[37:50] Just making sure it's all in there.

[37:53] So those are my my on page techniques.

[37:56] How I'm leveraging LLMS. Of course, you

[37:58] have to do everything else that you

[37:59] would normally do. Your content has to

[38:01] be on point. You have to make sure that,

[38:02] you know, your your technical SEO is up

[38:04] to snuff, but I'm just leveraging the

[38:06] LMS text file a lot differently than

[38:08] most other people are because I didn't

[38:11] want it to just be a glorified site map.

[38:13] I love playing around with new new

[38:14] things like that. I always think to

[38:16] myself, how can I tear it apart and make

[38:18] use of it? How can I leverage it? and

[38:20] it's been working really well for me

[38:21] doing it this way, stacking those file

[38:23] types together, stuffing my uh stuffing

[38:26] my stuffing my LMS text files with

[38:28] everything I want them to find. Um, now

[38:30] I'm going to support it with the off-

[38:32] page stuff. So now, how do I bring in

[38:35] those authority signals and get myself

[38:37] into the AI overviews? And I'm primarily

[38:41] going to use these types of content to

[38:44] make it happen. We talked about

[38:46] listicicals yesterday, listicles and

[38:48] awards. Uh, interview style articles

[38:51] have been huge for me. Expert roundups,

[38:54] and I'll show you the trick in that to

[38:56] make that really work well.

[38:58] Advertorials, sponsored content, people

[39:01] sleep on it. Don't. It works great.

[39:04] Research reports. We've all seen these

[39:06] type of research reports. The state of

[39:08] the digital marketing for the next five

[39:09] years from 2026 to 2030. These 30page

[39:13] reports, they're kicking ass for this

[39:15] stuff. It's data. Google loves data. The

[39:18] AI bots love data and press releases

[39:22] from a tier one and a tier 2

[39:24] perspective. And I'll explain how I'm

[39:25] using both of them. But these are the

[39:27] six types of content I use to really

[39:29] dominate AI overviews. And I'll go

[39:32] through each and every one, give you the

[39:34] tips, techniques, and things I'm using,

[39:36] the little hacks that work really well

[39:38] for each one.

[39:40] So the reason I love listicles query

[39:43] alignment best of specific category top

[39:46] solution for a particular need. So these

[39:48] are the most common query patterns. If

[39:51] you're making a listical inclusion as

[39:53] you're making a listical inclusion a

[39:54] direct citation pathway people are

[39:57] always looking for these types of

[39:58] things. These are always surfaced in AI

[40:02] overview when someone looking for a a

[40:04] product a service or the best of in a

[40:07] particular geol location. That's why I

[40:09] love these listicles or an award winner,

[40:11] the top award winner in a particular

[40:13] location.

[40:14] You're giving yourself an implied

[40:16] endorsement by appearing on these

[40:17] curated lists. You're basically giving

[40:20] those third party validation signals to

[40:21] the AI bots. You're seeing yourself all

[40:24] over the place listed as, you know, the

[40:26] top of the heap or one of the top 10 or

[40:29] top five for a particular product, for a

[40:32] particular service in a particular

[40:33] location and they keep seeing it over

[40:35] and over again. It's a consensus model,

[40:39] you know, we all know it. So, you're

[40:40] building that consensus in their mind by

[40:42] appearing consistently on these lists

[40:44] all across the internet.

[40:47] Yep. Exactly. And

[40:49] competitive displacement. So, your

[40:52] placement in the best of content

[40:53] positions your brand in responses where

[40:56] competitors would otherwise be cited

[40:58] exclusively. So you're taking uh you

[41:00] know landscape away from your

[41:02] competitors and you're being mentioned

[41:04] with maybe bigger competitors like you

[41:05] were just talking about the co-

[41:06] citation. So now they're seeing you in a

[41:08] new light as you should be mentioned

[41:11] just along with these these these bigger

[41:13] competitors are out there. So I'm doing

[41:15] these all the time pushing them out

[41:17] there. I'm doing it on my news networks.

[41:19] I'm doing it on my uh my PBNs. Just

[41:22] pushing it out there listical for myself

[41:24] for my clients and everything else.

[41:26] If you're a little uh leery of, for

[41:29] example, we tal I think we talked

[41:30] yesterday about with with lawyers, you

[41:32] know, not mentioning them as the best or

[41:35] something like that, a little a way you

[41:38] can do that is not listing them or

[41:42] numbering the listical itself, not not

[41:44] positioning yourself as the best. Um

[41:47] could be just a list of uh you know 10

[41:50] different lawyers in a particular

[41:51] location for example. But what I'll do

[41:54] is within the schema behind the scenes,

[41:56] I do it as a list item and I'm number

[41:59] one in the list and the schema on the

[42:00] back end. Not necessarily a list. It's

[42:02] not necessarily an ordered list on the

[42:04] front end or naming myself number one,

[42:06] but the schema does support it that I'm

[42:08] number one on that list. So, so trick

[42:11] them that way. So, make sure it's in the

[42:14] schema and make sure it's in the content

[42:16] itself. If it's a a niche that you can't

[42:19] really do that uh for a specific

[42:21] purpose, do it in a schema. Just make

[42:23] sure it's in there, that you're listed

[42:25] as number one within the schema. Um,

[42:28] next type of content,

[42:31] interviews and QA formats. So, this has

[42:34] been kicking ass. I do AI generated

[42:36] interviews of myself, my partners, my

[42:39] clients.

[42:40] Basically, expert entity building. So

[42:42] the interviews are establishing myself,

[42:44] my team members as recognized experts,

[42:47] as subject matter experts uh with

[42:50] individual authority signals that are

[42:53] being associated with my brand and it's

[42:55] in my own brand voice. I'm getting the

[42:58] message I want across in the manner I

[43:00] wanted to get it across. It's in the

[43:03] natural Q&A structure which we talked

[43:05] about previously with the FAQs, the uh

[43:07] query panouts. So the QA format mirrors

[43:10] how AI systems are processing queries

[43:13] and we're making that content directly

[43:14] extractable for AI generated response.

[43:18] And these are quotable sound bites. So

[43:19] direct quotes attributed to named

[43:21] experts providing AI systems with

[43:24] citable statements.

[43:26] So I am doing I have a claude project

[43:29] for example. I just say this is what I

[43:31] want to talk about. These are the FAQs I

[43:33] want to talk about in there. These

[43:34] questions themselves are going to be

[43:36] FAQs. These questions themselves are

[43:37] going to be querying fan out questions

[43:39] and I'm answering them in my own brand

[43:41] voice as myself or as my client or

[43:43] something else and presenting ourselves

[43:45] as again the solutions to these

[43:47] problems. So this has worked really well

[43:50] and getting AI overviews in here and

[43:52] getting quotes and things pulled into

[43:54] here when people are asking specific

[43:56] questions about that. So interview style

[43:58] articles work really well. Again, you're

[44:00] just positioning yourself as a trusted

[44:03] authority signal. do it over and over

[44:05] again. So, we got the interview style

[44:08] articles.

[44:10] We got expert roundups. So, I've been

[44:13] doing this forever. This is part of what

[44:14] I always talked about as what what I

[44:17] call catalyst content. So, when I first

[44:20] started doing Google News sites, the

[44:22] first thing I would do on these sites is

[44:24] build out these expert roundups. So, I

[44:26] would use Harrow, help a reporter out,

[44:28] or some of the other relevant platforms

[44:30] to source industry experts, ask them a

[44:33] question, get their sound bite, get

[44:35] their quote about that particular topic,

[44:38] and then I would just create a list of

[44:39] the top 10 responses and all these

[44:42] experts that are in there um talking

[44:45] about that particular topic. What that

[44:47] did is it brought me instant signal,

[44:50] instant traffic. So, I would publish

[44:52] that listicle. or to let these experts

[44:54] know, hey, you published the article

[44:55] that you listed in there with your quote

[44:57] in there. First thing they do, they

[44:59] share it on social media. They build

[45:01] back links to it. They put out a press

[45:02] release about it. They're crawling

[45:04] through the rest of my site. See if

[45:05] there's other articles they want to be

[45:06] mentioned as well. So, I'm getting

[45:08] instant authority, instant social

[45:10] signals, instant press releases put out

[45:12] for me, all for free, just by sourcing

[45:15] these quotes from these experts in here.

[45:17] Now what I'm doing is I'm injecting

[45:20] myself or my client as one of the

[45:22] experts in there as well and entering

[45:24] you know anything I want to as a um in

[45:28] my brand voice. So again co-itation

[45:31] authority by citation. So my expert

[45:34] appearing alongside recognized industry

[45:36] voices is going to create those entity

[45:38] relationships that elevate the brand's

[45:40] perceived credibility. So building that

[45:42] trust and authority just by being

[45:44] mentioned alongside all these other

[45:45] recognized experts in the industry,

[45:49] multissource validation. So they do seem

[45:53] to favor the content that features

[45:55] multiple expert perspectives. So for the

[45:57] most part, it's a consensus model.

[45:59] They're looking for consensus among all

[46:01] these experts. So by having those

[46:04] multiple experts, could be 10, 15, 20

[46:06] experts, whatever you want to do with

[46:08] yourself obviously mixed in as one. um

[46:11] you're going to increase the likelihood

[46:12] of these citations over a single author

[46:14] piece. So, it's an easy way to get

[46:16] traffic, to get back links, to get press

[46:18] releases, to get social signals, to

[46:21] build that consensus model, and to build

[46:23] that co- citation just by being

[46:24] mentioned along with those other

[46:25] experts.

[46:27] And the repeated appearances and

[46:28] roundups on specific topics are

[46:30] signaling that deep expertise in that

[46:33] particular topic, that particular

[46:34] subject. So you're hitting all the all

[46:36] the high points that you want to do for

[46:38] trust and authority just by injecting

[46:40] yourself with expert roundups, but do it

[46:43] in a way that you're doing it. You're

[46:44] actually pulling in real experts. You're

[46:46] using Harrow or these other platforms to

[46:50] get people's expert opinions on a

[46:52] particular topic, a particular subject,

[46:54] and putting yourself in the mix along

[46:56] with all of them. I've been doing it for

[46:58] years. It's worked even better with the

[47:00] AI AI stuff, AI overviews for now.

[47:04] um advertorials, featured articles,

[47:06] sponsored content, pay to play, why not

[47:09] get yourself out there, tell a story

[47:11] about your brand.

[47:13] So, you're leveraging uh you know the

[47:15] domain authority, you know, usually

[47:16] these these bigger brands, these bigger

[47:18] websites, you're placing your content,

[47:19] these high authority publications,

[47:20] sparking the domain of credibility.

[47:23] You're getting that that trustworthiness

[47:25] just from appearing on those particular

[47:27] topics. I don't care if it's market

[47:29] sponsored. It doesn't doesn't matter to

[47:31] me. I'm getting to tell the message that

[47:33] I want to tell. I'm controlling the

[47:34] message on trusted platforms.

[47:37] Um, so I'm allowed to craft my brand

[47:40] positioning exactly as I want. I can

[47:42] talk about my products, my services,

[47:44] myself in any manner I want. And I'm

[47:46] paying for it. They're letting me do it

[47:47] in that manner. And they're getting

[47:49] crawled because they're on these high

[47:50] authority sites. And I'm getting the

[47:53] backlink and the citation compounding.

[47:55] So, I'm creating these indexable brand

[47:56] mentions on authoritative domains and

[47:59] they reinforce those entity signals

[48:01] across the web. So, do yourself a favor,

[48:04] start sourcing these websites that allow

[48:06] you to do that, that are pay to play,

[48:08] that do allow you um

[48:12] to put an advertorial out there to talk

[48:14] about you and you're controlling the

[48:16] messaging yourself on those high

[48:18] authority platforms.

[48:19] What would be like average price to

[48:20] expect to pay? I mean, I've done it from

[48:23] 20 bucks to 2,000 bucks, depending on

[48:25] what it is.

[48:27] Yep.

[48:29] You can do advertorial style articles on

[48:31] your own, too, as well on your um on

[48:33] your own PBNs, on your own networks. I

[48:34] do I do that, too. You know, I build out

[48:36] these sponsored articles on my own

[48:38] networks. I'm sponsoring myself. But, uh

[48:41] again, I want to get that brand message

[48:43] out there and do it that way. So, if

[48:45] you're too cheap to pay, do it on your

[48:46] own networks. But those bigger platforms

[48:50] are really going to do wonders for you.

[48:52] Uh industry research reports.

[48:55] So

[48:58] these have worked really well recently.

[49:02] These original statistics and findings

[49:03] are giving AI systems the information

[49:05] they can't find elsewhere. So these are

[49:07] unique reports. They're you're creating

[49:09] these ginormous reports 20 30 pages

[49:13] talking about a particular topic,

[49:14] particular subject. I'm using Manis for

[49:17] example just to build these out. You

[49:19] know, I just prompt something into

[49:20] Manis. I want to build out a report

[49:21] about this particular topic, this

[49:23] particular subject. I want to answer

[49:25] these questions in here, these FAQs,

[49:27] these fan uh query fanouts. I want to

[49:30] make sure my brand is injected into the

[49:31] mentions in here. I want to be one of

[49:34] the subject matter experts reported in

[49:36] this particular research report. I

[49:38] literally build out sites that just

[49:40] publish research reports like that in my

[49:42] network. That's all I do. It has

[49:44] published report after report after

[49:46] report kind of like a scaled down

[49:48] version of Pew Research which is just

[49:51] report after report after report. Um

[49:55] these research data reports they get

[49:57] referenced repeatedly. So it's it's an

[49:59] evergreen an evergreen manner building

[50:02] back links getting your name out there

[50:03] getting those AI citations and just

[50:05] doing it over and over again. Like I

[50:07] said, we've all seen them be before

[50:10] those um reports that talk about, you

[50:12] know, the the future of the digital

[50:15] marketing industry for the next five

[50:16] years or something like that. You can be

[50:18] one of the agencies that are listed in

[50:19] those reports with quotes from yourself,

[50:22] answering the uh the PAAs, answering the

[50:26] FAQs under your brand name and spinning

[50:28] it any way you want. So, those have

[50:30] worked really really well for getting

[50:32] quoted. I've seen direct citations

[50:34] coming from these reports into the AI

[50:37] overviews.

[50:39] Um, and then press releases.

[50:43] So,

[50:45] we talked about my love for Google News,

[50:47] my affinity with Google News. This is

[50:50] kind of my take on that moving forward

[50:53] from here. I use traditional press

[50:55] release source to do that, but I also

[50:57] build out my own platforms. Um, I do a

[51:00] lot of WP multi-sight networks now where

[51:04] I build out my own press release

[51:05] network. I have a domain

[51:08] um, for press releases. Each subdomain

[51:11] is a a city specific subdomain or a

[51:14] state specific subdomain or a niche

[51:17] subdomain.

[51:19] Each network can have up to 800

[51:20] different subdomains. So I can publish a

[51:23] press release. It gets syndicated to 800

[51:25] subdomains all at once.

[51:28] and they're all getting indexed even

[51:30] though it's duplicate content. I have

[51:31] press release networks for example that

[51:33] only have 80 press releases on there but

[51:35] they have six 7,000 pages indexed in

[51:38] Google across the entire network and

[51:40] it's all duplicate content. Google loves

[51:41] it. They love the news format. That's

[51:44] why I take advantage of press releases.

[51:46] It's actually my primary way of tier 2

[51:48] link building now using these networks

[51:51] using press releases. every guest post I

[51:54] put out, those research reports I would

[51:56] put out, those interview style articles

[51:57] I would put out, I hit up with a tier 2

[51:59] press release across my networks or a

[52:01] real press release and power it up even

[52:04] more. That press release is going to

[52:06] mimic what's in that that article. So

[52:08] that interview style article, that

[52:09] listical article, it's going to be an

[52:11] overview of that list that's going to

[52:12] mention you again in the press release,

[52:14] get syndicated out across the board. So

[52:17] it's rapid multiplatform indexing,

[52:20] distribution to the newswire,

[52:21] simultaneous brand mentions, dozen of

[52:23] Google news approved sites, blah blah

[52:25] blah. We all know how how great they

[52:27] are. Structured brand information. So

[52:29] obviously your nap information is in

[52:31] there. So you're pushing your nap

[52:32] information AC across all the

[52:34] information

[52:36] and news fresh signals. So the AI

[52:39] platforms

[52:41] um they do prefer more recent content

[52:46] than the um the SEO than the the uh

[52:50] traditional search box do. If you go if

[52:53] you there's been studies showing the

[52:55] it's a much much newer or fresher

[52:59] uh citation source that they're

[53:01] referencing the AI reviews as opposed to

[53:03] search. So they love news. So that's why

[53:06] I love using these. I use them for my

[53:09] tier one press releases and I use them

[53:11] for tier two to power up all those other

[53:13] types of articles that I worry I just

[53:16] talked about uh before. So tier one

[53:19] press releases, tier two press releases,

[53:21] everything's getting pushed out. I'm

[53:24] getting mentioned across all these

[53:25] different types of articles. Then I'm

[53:26] powering them all up with press releases

[53:28] and just doing this over and over and

[53:29] over again. And that's exactly how I'm

[53:32] doing it. So there's nothing else.

[53:35] That's it. You got my on page stack, my

[53:37] off page stack

[53:40] and questions.

[53:43] So that is to the file QR code. You can

[53:46] download the the um the uh slides and

[53:51] then any questions if you want reach out

[53:54] to me.

[53:56] I will give you a link to a uh claw

[54:00] chat. I have an archive chat that

[54:02] describes that custom mind stuff, how I

[54:05] use it and everything else. I will also

[54:07] give you the sample files that I use for

[54:09] the custom header content, the custom

[54:11] footer content, the FAQs, the reviews,

[54:14] and all those different markdown files.

[54:16] I'll send you all those examples as well

[54:18] that you can use too. So

[54:20] reach out to me, hit me up on Facebook.

[54:26] Yeah.

[54:30] Are those Google approved?

[54:32] Um, some of them are. Yeah.

[54:33] Some of them.

[54:34] Yeah.

[54:35] Do you spend those press releases at all

[54:37] or is it just straight?

[54:39] I do both. So I use a plugin that allows

[54:41] me to do it that does allow for spin

[54:42] tax. So if it gets pushed to the

[54:44] different subdomains, it will pull a

[54:46] unique a slightly unique variation of

[54:47] it. or I just syndicate it. Like I said,

[54:50] I haven't seen any problem getting

[54:51] indexed. I have 80 press releases

[54:53] published on a on a network that has um

[54:57] you know, five, six, 7,000 pages across

[54:59] the network indexed in there. And what

[55:01] I'm doing for these these networks is

[55:02] I'm actually taking the sitemap index

[55:04] for every subdomain, pushing into one

[55:06] GSC account. So everything is being

[55:08] forced into there. So I'm just having

[55:10] one GSC account for the entire network

[55:12] and it's indexing over and over again,

[55:13] even with duplicate content.

[55:16] Um, my thoughts on the LS LMS stop text

[55:20] when it first came out was this thing

[55:23] didn't work.

[55:24] And I kept reading reading and reading

[55:27] and reading and then one day I was

[55:31] talking to Van Green and he told me uh

[55:34] he was like, "Well, do you validate your

[55:36] schema?" I like, "Yeah."

[55:39] He's like, "Well, guess what I'm doing?

[55:41] I'm making up schema

[55:44] completely

[55:45] like fake schema won't validate at all

[55:49] and he was manipulating to get his

[55:51] schema to work and he's like listen Sean

[55:53] it's just markdown data

[55:55] y

[55:55] and that's what changed my mind on the

[55:57] LMS text is that I feel like we're

[56:01] beating up on a bit because it's got

[56:03] this name but at the end of the day it's

[56:05] just markdown data and AI are so hungry

[56:08] for that. So whether it's approved by

[56:11] Google or not, it doesn't matter.

[56:13] Everything is eating up so much of this

[56:16] markdown data. It's just Yeah, you have

[56:19] to do this. It's so freaking important.

[56:23] Follow stuff.

[56:27] If you follow any of Ted Kitus' stuff,

[56:29] one of the things he'll first tell you

[56:30] is like it doesn't [ __ ] matter where

[56:32] it is. is readable on the page. Whether

[56:35] it's a hidden dim, whether it's stealth

[56:38] SEO is you heard Ted talk about that. As

[56:41] long as it's on the page, as long as

[56:43] it's parsible, readable,

[56:46] that's all that matters. It can be a

[56:48] markdown file. It can be a text file. As

[56:51] long as you're putting that data on the

[56:53] page where Google can read it and

[56:55] understand, oh, here's this. Here's a

[56:57] semantic triple. Here's who you are,

[57:00] what you do, where you do it. Here's all

[57:01] of this data. It's gonna take that and

[57:04] just kick it right back out.

[57:06] Yep.

[57:06] I'll just say this. I can't publicly

[57:08] show the companies, but I worked with a

[57:10] couple franchises recently and we helped

[57:13] with some stuff. Couldn't get access. So

[57:15] then we were like, well, just [ __ ]

[57:16] add this file, right? Just that. And

[57:18] then the GSC

[57:21] like that [ __ ] works for sure. Don't

[57:23] sleep.

[57:25] Just added the LL text file. Nothing

[57:27] else. The GSC went.

[57:31] So, so one more sneaky trick. Take your

[57:35] LMS text file and bed it [ __ ]

[57:37] everywhere. Throw it on embed network

[57:38] like it would any other file.

[57:40] That shit's a chity. All that and give

[57:42] it to them in the MD file.

[57:44] Yep. That's it.

[57:45] Was there any other questions for Brian?

[57:48] Enjoy.

[57:50] And guys, lunch is outside. you want to

[57:52] grab come in um questions just

[57:56] I'm just curious for the ads part when

[57:59] you were like talking about advertising

[58:00] an article uh are there any in

[58:03] particular that are worth paying for

[58:05] um

[58:07] all the big names that you would

[58:08] normally think of you know kind of the

[58:10] forb style ones I will I'll actually

[58:12] share a um a resource I use if you guys

[58:15] reach out to me hit me up on Facebook

[58:17] I'll give you a link to where I can find

[58:19] these things pretty easily along along

[58:21] with any of the example files and

[58:22] everything else you guys need. Just if

[58:23] you're not friend with me on Facebook,

[58:26] reach out to me.

[58:28] I would also suggest looking at industry

[58:30] publications and getting paid promotion

[58:33] at journals and industry publications

[58:35] like me. I do TCIA industry of America

[58:39] that that type of stuff and you're I'm a

[58:41] paid member because this is a badge on

[58:44] tree hq directory site gives me

[58:46] opportunities and then also do

[58:48] editorials and that kind of stuff. So,

[58:50] industry publications carry a lot of

[58:51] weight.

[58:51] Yes.

[58:52] No doubt.

[58:53] Yes. Very much so. Any other questions

[58:55] for Brian?

[58:56] All right, guys. Give it up for the OG,

[58:58] baby. Come on now.