WEBVTT

1
00:00:00.288 --> 00:00:03.590
This last algorithm update that came about last year,

2
00:00:03.891 --> 00:00:05.892
where it wiped out a bunch of these AI sites,

3
00:00:06.352 --> 00:00:08.254
was because they didn't spend any time on branding.

4
00:00:08.354 --> 00:00:10.015
They didn't create additional profiles.

5
00:00:10.035 --> 00:00:11.376
They didn't create any socials.

6
00:00:11.376 --> 00:00:12.637
They didn't create any anything.

7
00:00:13.297 --> 00:00:17.060
And they didn't let Google know that all of those things were part of the brand that they were building.

8
00:00:17.180 --> 00:00:19.662
So all these websites just absolutely tanked.

9
00:00:19.762 --> 00:00:20.302
Everybody's like,

10
00:00:20.402 --> 00:00:21.623
AI content doesn't work.

11
00:00:21.623 --> 00:00:21.843
I'm like,

12
00:00:21.884 --> 00:00:22.004
no.

13
00:00:22.700 --> 00:00:24.841
You didn't do the basis of building a business.

14
00:00:24.881 --> 00:00:25.481
You went ahead,

15
00:00:25.581 --> 00:00:27.062
threw up an affiliate website,

16
00:00:27.082 --> 00:00:29.063
pretended it was 2004 AdSense,

17
00:00:29.063 --> 00:00:30.143
and just hoped for the best.

18
00:00:32.684 --> 00:00:33.624
You're watching

19
00:00:34.045 --> 00:00:37.166
Marketing Misfits with Norm Farrar and Kevin King.

20
00:00:41.327 --> 00:00:41.628
Mr.

21
00:00:41.668 --> 00:00:42.488
Norm Farrar.

22
00:00:45.029 --> 00:00:46.949
How are you?

23
00:00:47.049 --> 00:00:47.309
No,

24
00:00:49.610 --> 00:00:52.551
I was trying to do German because you just got back from Germany.

25
00:00:53.251 --> 00:00:53.571
I did.

26
00:00:53.591 --> 00:00:57.092
I just got back from speaking at a couple of events in Berlin,

27
00:00:57.932 --> 00:00:58.352
Germany,

28
00:00:58.813 --> 00:00:59.873
which was cool,

29
00:00:59.913 --> 00:01:00.093
about

30
00:01:01.573 --> 00:01:04.514
500 and change e-com sellers.

31
00:01:05.014 --> 00:01:06.455
So it was good.

32
00:01:07.175 --> 00:01:09.596
I never heard anybody say Berlin so sexy.

33
00:01:10.116 --> 00:01:10.776
Berlin.

34
00:01:11.356 --> 00:01:11.836
Germany?

35
00:01:12.097 --> 00:01:12.897
In Germany.

36
00:01:13.318 --> 00:01:13.978
It's a cool city.

37
00:01:13.998 --> 00:01:16.140
It reminds me of the Austin of Europe.

38
00:01:16.760 --> 00:01:18.762
It's got a little decadence to it.

39
00:01:18.802 --> 00:01:20.022
It's got a nightlife,

40
00:01:20.062 --> 00:01:21.283
got a good food scene,

41
00:01:21.824 --> 00:01:22.684
got some good history.

42
00:01:23.725 --> 00:01:24.206
And yeah,

43
00:01:24.286 --> 00:01:26.387
it's kind of like a fun place.

44
00:01:27.448 --> 00:01:28.589
Lederhosen and beer.

45
00:01:29.369 --> 00:01:32.672
Lederhosen and beer and lots of e-com,

46
00:01:32.872 --> 00:01:33.973
lots of business people.

47
00:01:34.533 --> 00:01:34.953
There we go.

48
00:01:35.234 --> 00:01:35.374
Well,

49
00:01:35.834 --> 00:01:36.915
that's what you need.

50
00:01:37.495 --> 00:01:38.376
Did you have a cigar?

51
00:01:39.376 --> 00:01:39.957
I did not,

52
00:01:39.997 --> 00:01:41.377
but I got offered a cigar,

53
00:01:42.338 --> 00:01:44.079
but it was too cold to go outside.

54
00:01:46.981 --> 00:01:47.101
So

55
00:01:48.382 --> 00:01:49.583
I did not do the cigar,

56
00:01:50.103 --> 00:01:50.223
but

57
00:01:50.864 --> 00:01:54.446
I was offered one by Alina's husband,

58
00:01:54.867 --> 00:01:55.207
actually.

59
00:01:56.628 --> 00:01:56.748
Oh.

60
00:01:56.888 --> 00:01:58.249
But he was there.

61
00:01:58.709 --> 00:02:00.330
But no cigars,

62
00:02:00.751 --> 00:02:00.951
but

63
00:02:01.411 --> 00:02:02.712
I thought of you when I was in the cold.

64
00:02:02.712 --> 00:02:02.992
I was like,

65
00:02:02.992 --> 00:02:06.314
so this is what Norm was like living up in the great white north.

66
00:02:06.755 --> 00:02:07.055
Oh,

67
00:02:07.435 --> 00:02:08.516
that's nothing.

68
00:02:09.504 --> 00:02:10.445
That's nothing.

69
00:02:10.865 --> 00:02:11.105
I mean,

70
00:02:11.165 --> 00:02:13.307
it was so cold that I had a piece of junk,

71
00:02:13.427 --> 00:02:15.908
like just windbreaker jacket that I brought with me because,

72
00:02:15.908 --> 00:02:16.108
you know,

73
00:02:16.108 --> 00:02:16.829
I live in Texas.

74
00:02:17.189 --> 00:02:18.650
We don't get too much cold here.

75
00:02:19.251 --> 00:02:21.932
So I had already planned it out when I went to Berlin.

76
00:02:21.932 --> 00:02:22.293
I was like,

77
00:02:22.293 --> 00:02:22.673
you know what?

78
00:02:23.253 --> 00:02:23.614
Berlin,

79
00:02:23.834 --> 00:02:24.714
I've been there before,

80
00:02:24.774 --> 00:02:26.816
and I noticed there's this one street that has all these,

81
00:02:26.916 --> 00:02:27.076
like,

82
00:02:27.196 --> 00:02:27.856
really nice,

83
00:02:28.037 --> 00:02:28.217
like,

84
00:02:28.237 --> 00:02:30.738
designer and fashion shops and good quality stuff.

85
00:02:31.419 --> 00:02:33.540
And Berlin's further north,

86
00:02:33.560 --> 00:02:34.101
and so I was like,

87
00:02:34.121 --> 00:02:34.801
they get cold.

88
00:02:34.801 --> 00:02:35.121
I was like,

89
00:02:35.201 --> 00:02:35.522
you know what?

90
00:02:35.522 --> 00:02:36.942
There's probably some good jackets there.

91
00:02:37.543 --> 00:02:39.064
So on Friday night.

92
00:02:39.660 --> 00:02:41.201
I did my research online,

93
00:02:41.241 --> 00:02:42.683
found out where the best places are,

94
00:02:42.863 --> 00:02:45.665
read some Reddit posts and stuff and people reviewing different things.

95
00:02:46.345 --> 00:02:52.029
And I went to a couple of different shops and I ended up buying the 700 euros wool jacket,

96
00:02:52.109 --> 00:02:53.370
a really nice jacket.

97
00:02:54.251 --> 00:02:56.493
I got to wear it the next day one time.

98
00:02:57.073 --> 00:02:58.454
And then coming back yesterday,

99
00:02:59.215 --> 00:03:00.055
I go to the airport.

100
00:03:00.055 --> 00:03:00.916
I had a 6 a.m.

101
00:03:01.136 --> 00:03:04.419
flight out of Berlin to Frankfurt and Frankfurt to the States.

102
00:03:05.119 --> 00:03:06.040
And I put my.

103
00:03:06.884 --> 00:03:07.364
my bag,

104
00:03:07.384 --> 00:03:08.925
my computer bag on the bin,

105
00:03:09.425 --> 00:03:10.605
on the x-ray thing.

106
00:03:11.346 --> 00:03:13.807
I put my other little carry-on bag on there,

107
00:03:13.807 --> 00:03:15.567
and I put my coat in one of the other trays,

108
00:03:15.887 --> 00:03:19.769
and I put my coat in the middle of the three trays.

109
00:03:20.469 --> 00:03:22.970
And when it's coming out on the other side,

110
00:03:23.230 --> 00:03:23.830
the person,

111
00:03:23.870 --> 00:03:24.690
the security person,

112
00:03:24.690 --> 00:03:26.091
had switched the trays around.

113
00:03:26.591 --> 00:03:29.552
And so they put my coat as the third tray instead of the middle tray.

114
00:03:30.300 --> 00:03:36.303
And when the second tray came out was my computer bag and it got sent off on the secondary chute to go get an inspection,

115
00:03:36.443 --> 00:03:37.284
a hand inspection.

116
00:03:37.824 --> 00:03:39.065
And so when I saw that happen,

117
00:03:39.145 --> 00:03:41.406
I just naturally went over to the hand inspection place,

118
00:03:41.726 --> 00:03:44.648
totally forgetting that I had a coat in the third tray,

119
00:03:45.048 --> 00:03:46.489
which was supposed to be in the second tray.

120
00:03:46.509 --> 00:03:47.770
And I did that on purpose so that

121
00:03:48.310 --> 00:03:48.990
I would see it.

122
00:03:49.871 --> 00:03:50.992
But I totally forgot,

123
00:03:51.572 --> 00:03:52.272
went to my gate,

124
00:03:52.292 --> 00:03:54.774
took my stuff and went to my gate and sitting at the gate going,

125
00:03:55.214 --> 00:03:56.875
why does everybody got a coat on and I don't?

126
00:03:57.075 --> 00:03:57.455
I was like,

127
00:03:57.595 --> 00:03:57.835
oh,

128
00:03:58.456 --> 00:03:58.736
shoot.

129
00:03:59.752 --> 00:04:01.973
I left my coat back a mile back.

130
00:04:02.253 --> 00:04:05.474
It's about a mile back at the damn thing.

131
00:04:05.474 --> 00:04:05.814
I was like,

132
00:04:05.814 --> 00:04:06.014
well,

133
00:04:06.054 --> 00:04:09.955
they just want a donation to the German society.

134
00:04:10.015 --> 00:04:12.296
So some homeless person,

135
00:04:12.296 --> 00:04:13.756
a German person,

136
00:04:14.557 --> 00:04:15.257
brand new,

137
00:04:16.097 --> 00:04:16.817
really nice,

138
00:04:17.398 --> 00:04:19.138
long wool coat.

139
00:04:19.738 --> 00:04:22.959
So that was my cost to go.

140
00:04:24.540 --> 00:04:25.140
Very good.

141
00:04:25.340 --> 00:04:43.734
very good so i'm i'm glad that i'm not the only person losing my memory you're catching up my friend yeah yeah well i just i don't wear jackets i mean it's like rare rare so it's just not a natural thing for me to remember to do that then when i they messed up my system or i put it in the middle so i would not miss it um

142
00:04:43.934 --> 00:04:52.380
and they switched the trays around for some reason whatever reason it just yeah is what i want to talk about marketing with trays marketing have you seen it you

143
00:04:53.064 --> 00:04:55.549
Have you seen the trays now that on the bottom of the trays,

144
00:04:55.589 --> 00:04:56.751
they have advertisements?

145
00:04:57.813 --> 00:04:57.933
Oh,

146
00:04:57.933 --> 00:04:58.074
yeah,

147
00:04:58.134 --> 00:05:01.721
that McDonald's and people have been doing that with a little placemat things the whole time,

148
00:05:01.821 --> 00:05:02.442
a long time.

149
00:05:03.342 --> 00:05:03.462
No,

150
00:05:04.683 --> 00:05:06.524
I'm talking about in the TSA tray.

151
00:05:07.265 --> 00:05:07.385
Oh,

152
00:05:07.365 --> 00:05:08.306
in the TSA tray.

153
00:05:08.466 --> 00:05:08.586
Yeah,

154
00:05:09.446 --> 00:05:11.147
I have seen little ads in there.

155
00:05:11.348 --> 00:05:11.488
Yeah.

156
00:05:13.249 --> 00:05:13.369
Yeah.

157
00:05:13.529 --> 00:05:13.829
Yeah,

158
00:05:13.829 --> 00:05:15.230
I've seen a couple.

159
00:05:15.490 --> 00:05:16.231
Where did I see that?

160
00:05:16.951 --> 00:05:17.112
Yeah,

161
00:05:17.152 --> 00:05:18.092
I actually have seen that.

162
00:05:18.613 --> 00:05:19.913
You've probably seen it here in Toronto.

163
00:05:20.434 --> 00:05:20.794
I don't know.

164
00:05:21.054 --> 00:05:21.194
Like,

165
00:05:21.214 --> 00:05:22.115
I've seen it before,

166
00:05:22.155 --> 00:05:23.596
and I just don't know where.

167
00:05:24.116 --> 00:05:24.356
But,

168
00:05:24.697 --> 00:05:24.937
you know,

169
00:05:24.917 --> 00:05:26.298
as soon as it's going to be like a hockey rink,

170
00:05:26.338 --> 00:05:27.999
you'll have it on the sides,

171
00:05:28.899 --> 00:05:29.740
on the ice,

172
00:05:29.820 --> 00:05:31.681
or the plastic surface.

173
00:05:32.242 --> 00:05:32.422
Yeah.

174
00:05:34.019 --> 00:05:35.759
Valuable space.

175
00:05:35.819 --> 00:05:36.100
Valuable.

176
00:05:36.100 --> 00:05:36.200
I mean,

177
00:05:36.200 --> 00:05:37.200
speaking of valuable space,

178
00:05:37.240 --> 00:05:37.900
I mean,

179
00:05:37.900 --> 00:05:40.121
the internet is some valuable space.

180
00:05:40.161 --> 00:05:45.284
And there's a lot going on out there in the marketing world that a lot of people,

181
00:05:45.324 --> 00:05:45.564
I think,

182
00:05:45.604 --> 00:05:47.425
just don't really understand when it comes to,

183
00:05:48.105 --> 00:05:48.285
like,

184
00:05:48.465 --> 00:05:53.087
SEO or when it comes to search engine optimization or to ranking different things.

185
00:05:53.147 --> 00:05:57.729
And that's something I think our guest today is going to shed some light on.

186
00:05:59.534 --> 00:06:07.239
Some cool stuff that people just don't realize is either happening to them or cool stuff you can do as a marketer that you don't even realize.

187
00:06:08.120 --> 00:06:08.540
Kevin,

188
00:06:09.081 --> 00:06:09.941
before I got on,

189
00:06:09.941 --> 00:06:11.542
I was talking to our guest,

190
00:06:11.803 --> 00:06:12.503
Dan Kurtz,

191
00:06:13.123 --> 00:06:15.605
and he is going to tell you probably this is,

192
00:06:16.085 --> 00:06:17.687
depending on when this airs,

193
00:06:18.227 --> 00:06:20.268
something that's going to blow everybody's mind.

194
00:06:21.009 --> 00:06:21.489
This new

195
00:06:21.849 --> 00:06:28.394
Google update has changed the game for everybody in every website.

196
00:06:29.114 --> 00:06:30.635
as of just a couple of days ago.

197
00:06:31.435 --> 00:06:35.096
So it's changed the face of search engine optimization.

198
00:06:35.637 --> 00:06:37.357
And we're going to get into that with Dan.

199
00:06:37.758 --> 00:06:40.038
So why don't we bring in our guest?

200
00:06:40.098 --> 00:06:41.579
Because this is super cool.

201
00:06:41.659 --> 00:06:44.260
We just started talking about it and then you popped on.

202
00:06:44.860 --> 00:06:46.001
But all right.

203
00:06:46.141 --> 00:06:47.181
So let's welcome

204
00:06:47.862 --> 00:06:48.722
Dan Kurtz,

205
00:06:49.402 --> 00:06:49.782
Mr.

206
00:06:50.203 --> 00:06:50.443
SEO.

207
00:06:51.403 --> 00:06:51.823
How are you,

208
00:06:51.883 --> 00:06:52.103
sir?

209
00:06:54.184 --> 00:06:54.304
Oh,

210
00:06:54.324 --> 00:06:55.025
I can't hear you.

211
00:06:55.745 --> 00:06:56.425
Oh,

212
00:06:56.905 --> 00:06:57.325
there we go.

213
00:06:57.325 --> 00:06:58.466
I knew how to hit the button.

214
00:07:00.907 --> 00:07:01.288
How's it going,

215
00:07:01.308 --> 00:07:01.468
guys?

216
00:07:01.468 --> 00:07:01.608
Good.

217
00:07:01.608 --> 00:07:01.788
It's going,

218
00:07:01.788 --> 00:07:01.848
man.

219
00:07:01.848 --> 00:07:02.148
See,

220
00:07:02.148 --> 00:07:03.129
I knew you were a cool guy.

221
00:07:03.169 --> 00:07:06.551
When we met you in Orlando at the

222
00:07:07.131 --> 00:07:07.932
AI Bot Summit,

223
00:07:07.952 --> 00:07:08.572
I think it was,

224
00:07:09.633 --> 00:07:10.573
we came out one night,

225
00:07:10.593 --> 00:07:13.395
and Norm and I were just out there minding our own business,

226
00:07:13.555 --> 00:07:14.456
freezing our nuts off,

227
00:07:14.916 --> 00:07:15.716
smoking a cigar,

228
00:07:16.297 --> 00:07:19.499
and out comes you and a couple other people.

229
00:07:19.559 --> 00:07:20.720
You're not even wearing a coat,

230
00:07:21.860 --> 00:07:22.901
and everybody else is just,

231
00:07:22.941 --> 00:07:23.121
like,

232
00:07:23.261 --> 00:07:23.621
shivering.

233
00:07:23.621 --> 00:07:24.022
And you're like,

234
00:07:24.062 --> 00:07:24.282
what?

235
00:07:24.902 --> 00:07:26.003
It's like a summer day here.

236
00:07:27.544 --> 00:07:28.665
We're smoking cigars.

237
00:07:28.685 --> 00:07:30.786
And that's one of the cool things about,

238
00:07:30.806 --> 00:07:31.066
you know,

239
00:07:31.126 --> 00:07:33.648
some people look down upon cigar smoking.

240
00:07:33.708 --> 00:07:34.028
They're like,

241
00:07:34.028 --> 00:07:34.148
oh,

242
00:07:34.268 --> 00:07:34.909
that's nasty.

243
00:07:34.969 --> 00:07:35.509
That's gross.

244
00:07:36.110 --> 00:07:40.913
But some of the best business connections at events for Norm and I come out of smoking cigars.

245
00:07:40.913 --> 00:07:41.353
Because I don't know,

246
00:07:41.553 --> 00:07:43.715
it's happened several times where we're just smoking.

247
00:07:44.255 --> 00:07:45.276
It's an instant bond,

248
00:07:45.396 --> 00:07:46.997
instant thing where you come out like,

249
00:07:47.037 --> 00:07:47.157
hey,

250
00:07:47.157 --> 00:07:47.777
can we join you?

251
00:07:48.278 --> 00:07:48.538
You know,

252
00:07:48.998 --> 00:07:50.879
versus go sit in your own little corner and,

253
00:07:50.899 --> 00:07:51.100
you know,

254
00:07:51.100 --> 00:07:51.880
have your own discussion.

255
00:07:52.481 --> 00:07:54.422
And then that led to us going.

256
00:07:54.682 --> 00:07:55.402
the next night,

257
00:07:55.422 --> 00:07:56.823
I think to a cigar bar and

258
00:07:58.664 --> 00:08:00.565
I think you had recommended or someone recommended it.

259
00:08:00.645 --> 00:08:01.086
And we,

260
00:08:01.326 --> 00:08:02.146
Norm and I went over there.

261
00:08:02.146 --> 00:08:02.346
I was like,

262
00:08:02.346 --> 00:08:02.466
ah,

263
00:08:02.566 --> 00:08:03.427
we may be the only ones.

264
00:08:03.427 --> 00:08:04.267
And then you show up.

265
00:08:05.608 --> 00:08:06.148
And it's like,

266
00:08:06.148 --> 00:08:06.549
we had some,

267
00:08:06.769 --> 00:08:07.049
some of the,

268
00:08:07.369 --> 00:08:08.470
some great conversations,

269
00:08:08.470 --> 00:08:09.250
some great times.

270
00:08:09.810 --> 00:08:10.751
It's just,

271
00:08:10.871 --> 00:08:11.031
it's,

272
00:08:11.371 --> 00:08:12.512
that's the power of events.

273
00:08:12.532 --> 00:08:15.333
And then when you find a common bond and then we start talking about,

274
00:08:15.393 --> 00:08:15.513
Hey,

275
00:08:15.573 --> 00:08:20.296
we should do a whole event in Tampa for CMS and the whole nine yards and just went from there,

276
00:08:20.376 --> 00:08:21.177
which is really,

277
00:08:21.217 --> 00:08:21.637
really cool.

278
00:08:22.577 --> 00:08:22.717
Yeah,

279
00:08:22.938 --> 00:08:23.478
absolutely.

280
00:08:23.858 --> 00:08:25.979
And I say that a lot when I go to events too.

281
00:08:26.039 --> 00:08:26.339
It's like,

282
00:08:26.379 --> 00:08:27.540
I look for three C's.

283
00:08:27.620 --> 00:08:28.660
It's the content,

284
00:08:28.660 --> 00:08:29.180
the community,

285
00:08:29.200 --> 00:08:29.961
and the camaraderie.

286
00:08:30.821 --> 00:08:31.181
And like,

287
00:08:31.181 --> 00:08:32.162
if those three are good,

288
00:08:32.202 --> 00:08:33.782
then it's an event that I will return to.

289
00:08:34.042 --> 00:08:35.663
And just hanging out with you guys,

290
00:08:35.683 --> 00:08:38.965
like I'm more than willing to go to another event as long as you guys show up.

291
00:08:39.185 --> 00:08:39.785
I'll bring a stick.

292
00:08:42.366 --> 00:08:42.706
You know,

293
00:08:43.226 --> 00:08:44.007
I just got some,

294
00:08:45.147 --> 00:08:46.468
I just messaged Norm yesterday.

295
00:08:46.468 --> 00:08:50.669
I was coming back from Frankfurt and I went through the duty free and they had these like

296
00:08:51.310 --> 00:08:51.590
40.

297
00:08:51.934 --> 00:09:13.349
thousand dollar bottles of whiskey like in these little cases and i was like i took a picture and since posting one online sending one to my buddy mark it's like i almost bought this for you but the credit card didn't go uh but so then then i took a picture like a 35 000 euro one said but i was able to get it to go on this one for you uh but but they had a little cigar uh humidor

298
00:09:13.369 --> 00:09:19.594
there and i went in they had all these cubans and it's like limit one per passenger back to the united states and i was like

299
00:09:20.098 --> 00:09:20.898
It's going to be my luck.

300
00:09:20.898 --> 00:09:22.179
I'm going to buy these Cubans,

301
00:09:22.319 --> 00:09:24.099
and something's going to happen,

302
00:09:25.199 --> 00:09:26.240
and they're going to take them away.

303
00:09:26.860 --> 00:09:28.460
But I'm pretty sure you can bring them in now.

304
00:09:29.261 --> 00:09:32.421
But I bought some Romeo and Juliettes,

305
00:09:33.102 --> 00:09:35.462
Cuban Romeo and Juliettes instead of Nicaraguan ones.

306
00:09:35.562 --> 00:09:36.082
But they had

307
00:09:36.703 --> 00:09:38.983
Year of the Dragon there,

308
00:09:39.083 --> 00:09:41.464
which is a cigar that Norm and I really like.

309
00:09:41.684 --> 00:09:42.844
It's a Davidoff cigar.

310
00:09:44.285 --> 00:09:45.105
And here in the States,

311
00:09:45.105 --> 00:09:46.885
they're about $150.

312
00:09:46.885 --> 00:09:47.265
In Canada,

313
00:09:47.285 --> 00:09:49.166
they're probably like $1,000 a stick.

314
00:09:49.662 --> 00:09:50.223
But in the States,

315
00:09:50.223 --> 00:09:51.746
they're about $150 a stick.

316
00:09:52.407 --> 00:09:54.330
And they had a sign that said,

317
00:09:54.370 --> 00:09:54.931
promotion,

318
00:09:55.152 --> 00:09:56.394
you're the dragon case,

319
00:09:56.414 --> 00:09:58.357
499 euros,

320
00:09:58.618 --> 00:10:00.822
marked down from 899 euros.

321
00:10:01.646 --> 00:10:04.088
And I was like looking around and there was no cases left.

322
00:10:04.088 --> 00:10:05.369
The only one left was the display.

323
00:10:05.930 --> 00:10:06.470
And I was like,

324
00:10:06.730 --> 00:10:06.871
hmm.

325
00:10:07.671 --> 00:10:12.135
So I found the empty box like behind the counter or sitting on the ground.

326
00:10:12.135 --> 00:10:13.356
So I grabbed the empty box.

327
00:10:14.297 --> 00:10:15.878
It says smoking kills,

328
00:10:15.918 --> 00:10:16.179
you know,

329
00:10:16.339 --> 00:10:18.100
all over the top of it just like they do in Canada.

330
00:10:18.581 --> 00:10:22.724
And slid the thing in there with all 10 cigars and went and bought it.

331
00:10:22.904 --> 00:10:26.467
So 50 bucks a stick instead of 150 bucks a stick.

332
00:10:26.487 --> 00:10:27.648
So I was a happy camper.

333
00:10:27.668 --> 00:10:29.490
So I got some of my $700 back.

334
00:10:32.327 --> 00:10:32.867
Nice.

335
00:10:34.468 --> 00:10:34.588
So,

336
00:10:34.728 --> 00:10:34.968
you know,

337
00:10:35.388 --> 00:10:36.088
just on that,

338
00:10:36.709 --> 00:10:40.570
you want to talk about marketing and cigar marketing.

339
00:10:41.891 --> 00:10:43.231
Take a look at that case.

340
00:10:43.972 --> 00:10:44.092
So

341
00:10:44.832 --> 00:10:49.314
I don't know if we'll be able to show this on the podcast when it's released,

342
00:10:49.854 --> 00:10:51.075
but the Davidoff

343
00:10:51.755 --> 00:10:52.795
Royals or

344
00:10:53.536 --> 00:10:56.657
Year of the Dragons or whatever they do,

345
00:10:57.457 --> 00:10:59.038
they create a work of art.

346
00:10:59.818 --> 00:11:01.459
And these cases,

347
00:11:01.820 --> 00:11:04.581
just their marketing pieces by themselves.

348
00:11:04.601 --> 00:11:05.982
When you finish the cigars,

349
00:11:06.463 --> 00:11:09.845
you want to hold on to these cases just because of the quality.

350
00:11:09.985 --> 00:11:14.909
And there's a lot of other high-end cigars that they do this as well.

351
00:11:15.209 --> 00:11:15.449
I mean,

352
00:11:15.509 --> 00:11:16.490
I'm sure you've seen it,

353
00:11:16.950 --> 00:11:17.230
Dan.

354
00:11:17.651 --> 00:11:17.871
You know,

355
00:11:17.891 --> 00:11:18.471
these high-end,

356
00:11:18.471 --> 00:11:18.631
like,

357
00:11:18.671 --> 00:11:19.512
look at this case.

358
00:11:20.673 --> 00:11:20.933
Yeah,

359
00:11:20.993 --> 00:11:21.733
it's real pretty.

360
00:11:25.158 --> 00:11:26.299
Pop off the side,

361
00:11:26.359 --> 00:11:27.640
pull up the cigars.

362
00:11:27.840 --> 00:11:27.960
Oh,

363
00:11:27.980 --> 00:11:28.500
that's pretty.

364
00:11:28.720 --> 00:11:29.361
It's gorgeous.

365
00:11:30.041 --> 00:11:30.181
Yeah.

366
00:11:31.943 --> 00:11:32.063
So,

367
00:11:32.563 --> 00:11:32.843
Kevin,

368
00:11:32.843 --> 00:11:34.484
do any of those have my name on it?

369
00:11:35.305 --> 00:11:37.106
There's one that has an N.

370
00:11:37.086 --> 00:11:37.526
Is that you?

371
00:11:38.067 --> 00:11:38.207
Yeah,

372
00:11:38.307 --> 00:11:38.687
that's me.

373
00:11:39.007 --> 00:11:39.848
That's me.

374
00:11:39.848 --> 00:11:40.148
I didn't know.

375
00:11:40.569 --> 00:11:42.650
I didn't know if that was normal or norm.

376
00:11:44.131 --> 00:11:44.671
Yeah.

377
00:11:44.811 --> 00:11:45.312
Or something.

378
00:11:45.772 --> 00:11:46.733
Whatever you want to call me.

379
00:11:49.355 --> 00:11:50.155
Just call your daddy.

380
00:11:51.376 --> 00:11:51.936
Sometimes.

381
00:11:53.297 --> 00:11:53.417
So.

382
00:11:55.014 --> 00:11:56.014
So let's get into this.

383
00:11:56.514 --> 00:11:57.495
Just before the call,

384
00:11:58.235 --> 00:12:03.636
I want to just get this out there because people just don't realize what just happened.

385
00:12:04.437 --> 00:12:10.498
And you want to talk about this and how huge this is going to change every website or many websites?

386
00:12:10.898 --> 00:12:11.038
Yeah,

387
00:12:11.238 --> 00:12:11.739
absolutely.

388
00:12:11.899 --> 00:12:15.359
So I have several friends in the SEO space that own tools,

389
00:12:15.560 --> 00:12:17.640
different things for rank tracking,

390
00:12:18.080 --> 00:12:18.720
reporting,

391
00:12:18.920 --> 00:12:20.361
figuring out optimizations.

392
00:12:21.001 --> 00:12:24.422
And a lot of my friends last week were saying that they were having a problem where

393
00:12:24.662 --> 00:12:26.823
Google apparently turned on JavaScript.

394
00:12:27.003 --> 00:12:30.063
So you have to have JavaScript now in order to browse Google search results.

395
00:12:30.844 --> 00:12:33.905
What that means is for anybody that's using any kind of scraper,

396
00:12:34.065 --> 00:12:34.605
parser,

397
00:12:34.865 --> 00:12:36.945
or third-party API is last week,

398
00:12:37.005 --> 00:12:40.646
everybody was in a scramble to figure out how to get around this.

399
00:12:41.307 --> 00:12:45.128
So what's happening now is a lot of people are using what's called a headless browser,

400
00:12:45.408 --> 00:12:47.128
which allows you to use JavaScript.

401
00:12:47.168 --> 00:12:48.589
It's a programming term.

402
00:12:49.049 --> 00:12:52.770
A lot of guys are familiar with it if you do data scraping or anything like that with an API.

403
00:12:54.094 --> 00:12:55.374
And in doing this,

404
00:12:55.614 --> 00:13:03.417
what that now does is Google can tell binarily if you are using a headless browser versus a regular browser,

405
00:13:03.537 --> 00:13:07.318
which means Google can now determine what is a bot and what is a human.

406
00:13:08.518 --> 00:13:10.539
And what I can only speculate is,

407
00:13:11.099 --> 00:13:19.361
is that they're doing this because they're probably about to roll out something very large and very expensive that they only want humans to be able to see in the search results.

408
00:13:19.481 --> 00:13:20.341
I don't know what it is.

409
00:13:20.981 --> 00:13:21.782
I have no idea.

410
00:13:22.262 --> 00:13:22.642
But I know.

411
00:13:22.942 --> 00:13:23.762
Based on that,

412
00:13:23.862 --> 00:13:26.143
they were probably just trying to block bots because

413
00:13:26.603 --> 00:13:28.924
Google's number one generator is obviously ad revenue.

414
00:13:29.444 --> 00:13:32.605
Their big thing is being able to do click fraud detection,

415
00:13:32.725 --> 00:13:33.365
things like that.

416
00:13:33.425 --> 00:13:34.925
That's what they specialize in,

417
00:13:35.165 --> 00:13:36.886
in determining that stuff with the ads.

418
00:13:37.526 --> 00:13:37.646
So

419
00:13:38.006 --> 00:13:45.648
I imagine they turned it on to block people from running bots and killing people's ad budgets and sending defectors away to different ad networks.

420
00:13:46.588 --> 00:13:52.110
But I think it's probably going to have long-term implications for anybody that's developing a tool that relies on...

421
00:13:52.430 --> 00:13:55.452
scraping Google's data services in the near future.

422
00:13:56.052 --> 00:13:59.514
So this is completely going away from anything text-based,

423
00:14:00.015 --> 00:14:00.235
right?

424
00:14:00.615 --> 00:14:03.917
It's so you will still be able to make the text request,

425
00:14:04.177 --> 00:14:08.200
but your browser has to be able to handle the JavaScript and CSS when it comes in.

426
00:14:08.360 --> 00:14:09.460
So probably will,

427
00:14:10.101 --> 00:14:10.941
as my friend put it,

428
00:14:11.081 --> 00:14:16.144
probably double or triple the amount of time per request that you send because it's got to render all that stuff,

429
00:14:16.365 --> 00:14:18.566
but you'll still have the same thing.

430
00:14:22.554 --> 00:14:22.674
Hey,

431
00:14:22.694 --> 00:14:22.994
what's up,

432
00:14:23.014 --> 00:14:23.315
everybody?

433
00:14:23.435 --> 00:14:26.037
Kevin and Norm here with a quick word from one of our sponsors,

434
00:14:26.597 --> 00:14:26.878
8BIG.

435
00:14:27.338 --> 00:14:30.521
Let me tell you about a platform that's changing the game for Amazon sellers.

436
00:14:30.881 --> 00:14:31.321
That's right.

437
00:14:31.321 --> 00:14:31.602
It's called

438
00:14:32.122 --> 00:14:33.323
8BIG. On average,

439
00:14:33.363 --> 00:14:36.165
sellers working with 8BIG grow up to 400%

440
00:14:36.325 --> 00:14:37.286
in less than a year.

441
00:14:38.487 --> 00:14:44.452
8BIG offers both funding and free tools for e-commerce growth and cashflow management.

442
00:14:44.953 --> 00:14:46.054
And here's how it works.

443
00:14:47.154 --> 00:14:51.358
8BIG provides flexible data-driven funding tailored to your exact needs.

444
00:14:51.878 --> 00:14:52.119
You know,

445
00:14:52.119 --> 00:14:56.206
they could fund anywhere from up to $50,000 all the way up to $10 million.

446
00:14:57.428 --> 00:15:00.052
8Fig gives you free tools to forecast demand,

447
00:15:00.533 --> 00:15:01.435
manage inventory,

448
00:15:01.675 --> 00:15:03.178
and analyze cash flow.

449
00:15:04.234 --> 00:15:17.841
visit 8fig.co that's 8fig.co to learn more or check the link in the show notes below just mention marketing misfits and get 25 off your cost that's

450
00:15:18.221 --> 00:15:18.942
8fig.co

451
00:15:19.402 --> 00:15:22.904
8fig.co see you on the other side

452
00:15:27.746 --> 00:15:29.548
So we talk about opportunities,

453
00:15:30.288 --> 00:15:30.528
you know,

454
00:15:30.829 --> 00:15:33.251
just jumping on opportunities when it happens,

455
00:15:33.651 --> 00:15:33.891
you know,

456
00:15:33.891 --> 00:15:34.932
the way that we marketed

457
00:15:35.813 --> 00:15:36.634
30 years ago,

458
00:15:37.054 --> 00:15:38.535
when I kind of got into it,

459
00:15:38.996 --> 00:15:39.796
right up until now,

460
00:15:39.857 --> 00:15:41.538
just up until a couple of years ago,

461
00:15:41.698 --> 00:15:42.779
or even six months ago,

462
00:15:43.259 --> 00:15:44.040
things change,

463
00:15:44.320 --> 00:15:46.222
and you've got to be able to turn on a dime.

464
00:15:46.222 --> 00:15:48.904
And that's what we like as entrepreneurs,

465
00:15:49.665 --> 00:15:53.889
I was just going to open up opportunity for new marketers or new SEO people.

466
00:15:54.930 --> 00:15:55.050
So

467
00:15:55.846 --> 00:15:57.126
It's going to open an opportunity,

468
00:15:57.346 --> 00:15:57.807
I think,

469
00:15:58.127 --> 00:15:59.447
in the tool market,

470
00:15:59.467 --> 00:16:00.187
the tool sector,

471
00:16:00.367 --> 00:16:03.588
because now you have to load all that information from Google.

472
00:16:04.048 --> 00:16:06.349
So that means you can see things you wouldn't normally see.

473
00:16:06.609 --> 00:16:06.769
Like,

474
00:16:06.769 --> 00:16:06.889
so,

475
00:16:06.889 --> 00:16:07.469
for example,

476
00:16:08.029 --> 00:16:09.190
one of my friends had built a

477
00:16:09.610 --> 00:16:15.532
JavaScript bookmarklet that allows you to go ahead and open up the people also ask that little question box that shows up in Google.

478
00:16:16.192 --> 00:16:21.733
But what his tool does is it also grabs the source from that question.

479
00:16:21.813 --> 00:16:22.814
So it grabs the question,

480
00:16:22.914 --> 00:16:23.514
the answer.

481
00:16:23.974 --> 00:16:28.955
And then it grabs the URL of where that exists in Google's data center.

482
00:16:29.536 --> 00:16:33.057
So when you're filling out the FAQ on the page,

483
00:16:33.497 --> 00:16:37.798
you can actually put the citation link as Google's own data center.

484
00:16:37.838 --> 00:16:41.839
It'll tell you the exact block and location of that piece of text and where it got pulled from.

485
00:16:42.539 --> 00:16:44.140
So when Google goes to reference that page,

486
00:16:44.160 --> 00:16:44.380
they go,

487
00:16:44.460 --> 00:16:45.320
where'd you get the question?

488
00:16:45.320 --> 00:16:45.540
They go,

489
00:16:45.740 --> 00:16:45.900
oh,

490
00:16:46.160 --> 00:16:46.700
from us.

491
00:16:48.081 --> 00:16:52.562
So that's completely different than what phrase.io does.

492
00:16:53.074 --> 00:16:58.195
And by giving you that mind map of the top number one blogs,

493
00:16:58.536 --> 00:17:01.096
and they're pulling it from people also ask,

494
00:17:01.576 --> 00:17:02.797
but it doesn't go that deep,

495
00:17:02.857 --> 00:17:03.197
does it?

496
00:17:03.817 --> 00:17:04.057
Right,

497
00:17:04.157 --> 00:17:06.158
because it's a surface level text scraper.

498
00:17:06.738 --> 00:17:09.379
But if you get into the weeds and you see how some of the

499
00:17:09.899 --> 00:17:11.839
JavaScript stuff now works,

500
00:17:12.099 --> 00:17:15.260
and I've got plenty of friends that work on Black Hat tools as well.

501
00:17:15.700 --> 00:17:17.761
And they like doing script stuff and figuring out,

502
00:17:17.961 --> 00:17:18.201
you know,

503
00:17:18.221 --> 00:17:19.521
how do we extract this data?

504
00:17:19.661 --> 00:17:21.402
How do we find this piece of information?

505
00:17:21.886 --> 00:17:25.567
And now with Google making it a requirement to now have JavaScript,

506
00:17:25.587 --> 00:17:28.908
they can see anything that Google might be running in the background and go,

507
00:17:28.988 --> 00:17:29.208
aha,

508
00:17:29.688 --> 00:17:31.609
I can stop this process in my browser.

509
00:17:32.069 --> 00:17:42.032
Or I can do something with that JavaScript as it comes in and manipulate it and get a different result than what Google wants and be able to play with that so that they can feed back custom data to their users.

510
00:17:42.412 --> 00:17:44.412
So I just got one other question.

511
00:17:44.492 --> 00:17:44.772
Kevin,

512
00:17:44.932 --> 00:17:46.453
I know I'm keep interrupting here,

513
00:17:46.453 --> 00:17:47.793
but this is just fascinating.

514
00:17:48.453 --> 00:17:50.554
So for the people that are listening right now.

515
00:17:50.858 --> 00:17:52.179
that aren't into SEO,

516
00:17:52.539 --> 00:17:53.220
aren't techies.

517
00:17:56.763 --> 00:17:59.185
Why is it so important that,

518
00:17:59.545 --> 00:18:00.506
like you were talking about,

519
00:18:00.546 --> 00:18:04.268
going back and actually finding the block it came from?

520
00:18:04.929 --> 00:18:07.031
Why is that important to marketers,

521
00:18:07.031 --> 00:18:12.475
or why is that important for people developing their website or SEO?

522
00:18:13.175 --> 00:18:13.415
Sure.

523
00:18:13.776 --> 00:18:16.418
So the reason behind it is because Google...

524
00:18:16.838 --> 00:18:18.239
has a fascination with itself.

525
00:18:18.339 --> 00:18:19.960
Google very much is narcissists.

526
00:18:20.120 --> 00:18:22.582
So if you were to go ahead and build a Google site,

527
00:18:22.842 --> 00:18:26.705
Google will give that priority for ranking because it's a Google.com domain.

528
00:18:27.406 --> 00:18:28.146
It's a subdomain,

529
00:18:28.226 --> 00:18:30.568
but it still has the weight of Google.com behind it.

530
00:18:30.568 --> 00:18:32.029
So they recognize that authority,

531
00:18:32.089 --> 00:18:32.590
that brand,

532
00:18:32.610 --> 00:18:34.011
and obviously they trust themselves.

533
00:18:34.771 --> 00:18:40.155
Same thing when it comes to any of the data that you're pulling for creating your website or anything else.

534
00:18:40.215 --> 00:18:42.717
Google wants to see where you're citing the information from,

535
00:18:42.797 --> 00:18:43.778
where you're getting your data.

536
00:18:44.238 --> 00:18:47.399
especially now in the world we live in with augmented AI,

537
00:18:47.540 --> 00:18:47.780
you know,

538
00:18:47.800 --> 00:18:48.760
blog post generation,

539
00:18:48.820 --> 00:18:49.660
content creation,

540
00:18:50.181 --> 00:18:50.701
all of that.

541
00:18:51.081 --> 00:18:51.942
If you can tell Google,

542
00:18:52.002 --> 00:18:52.222
hey,

543
00:18:52.842 --> 00:18:53.602
here's the source.

544
00:18:53.622 --> 00:18:54.363
And by the way,

545
00:18:54.623 --> 00:18:57.284
here's the data center URL that we found for it.

546
00:18:58.124 --> 00:18:58.244
Or,

547
00:18:58.304 --> 00:18:58.544
you know,

548
00:18:58.585 --> 00:19:01.586
here's the string of text and where it's located in your system.

549
00:19:01.906 --> 00:19:03.467
Now you're not playing a game of,

550
00:19:03.567 --> 00:19:03.787
hey,

551
00:19:03.947 --> 00:19:05.768
here's a question somebody may have asked.

552
00:19:05.828 --> 00:19:06.548
We're saying that,

553
00:19:07.028 --> 00:19:07.148
no,

554
00:19:07.308 --> 00:19:10.630
you index that piece of information and you are holding on to it.

555
00:19:10.810 --> 00:19:16.353
we're just writing a piece of content about that post or about that question that you have.

556
00:19:16.373 --> 00:19:19.875
So now you're essentially it's a giant feedback loop.

557
00:19:19.935 --> 00:19:21.216
That's a lot of what SEO is,

558
00:19:21.256 --> 00:19:22.156
is you do something.

559
00:19:22.216 --> 00:19:23.117
It's a feedback loop.

560
00:19:23.617 --> 00:19:27.119
Google figures out where in their ecosystem your page fits,

561
00:19:27.219 --> 00:19:29.200
and then it tries to scuffle it in there.

562
00:19:30.321 --> 00:19:30.601
All right.

563
00:19:30.881 --> 00:19:31.962
And doing stuff like that,

564
00:19:32.182 --> 00:19:33.743
this is the next iteration of it.

565
00:19:34.883 --> 00:19:36.804
So you've been doing this like 15 years.

566
00:19:36.844 --> 00:19:37.825
You've been involved in SEO.

567
00:19:37.885 --> 00:19:39.506
What got you into this SEO game?

568
00:19:39.646 --> 00:19:49.450
i mean you become like a master like a ninja master and just talking to you at that cigar bar you're just laying out stuff what really got you down down this uh seo path and and uh

569
00:19:50.338 --> 00:19:51.578
It made you one of the best out there.

570
00:19:52.319 --> 00:19:53.039
So it's,

571
00:19:53.539 --> 00:19:54.919
I wouldn't say I'm one of the best out there.

572
00:19:55.059 --> 00:19:57.840
I know plenty of people that are good at what they do,

573
00:19:57.980 --> 00:19:59.621
and we all kind of have our own thing.

574
00:19:59.821 --> 00:20:02.121
So like one of the guys I work with,

575
00:20:02.582 --> 00:20:03.702
his name is Ted Kibitis.

576
00:20:03.722 --> 00:20:06.643
He has a tool that's really good at figuring out reporting.

577
00:20:07.543 --> 00:20:10.664
Some other folks that I know are really good at building private blog networks,

578
00:20:10.844 --> 00:20:12.164
specific networks for links.

579
00:20:12.584 --> 00:20:15.005
Other people like Terry Samuels are very good at schema.

580
00:20:15.385 --> 00:20:17.966
People like Mike Merlino are excellent at figuring out.

581
00:20:18.406 --> 00:20:20.828
GMB and brand authority for local businesses,

582
00:20:20.988 --> 00:20:22.529
different types of things.

583
00:20:23.029 --> 00:20:25.891
So not necessarily great.

584
00:20:26.312 --> 00:20:27.753
The creativity with it,

585
00:20:27.773 --> 00:20:27.973
right?

586
00:20:28.473 --> 00:20:28.613
Yeah.

587
00:20:28.673 --> 00:20:33.937
So my big thing is playing with systems and automations and figuring out how to build,

588
00:20:34.377 --> 00:20:35.818
not necessarily a better mousetrap,

589
00:20:35.838 --> 00:20:38.780
but how do we streamline the data we're already using?

590
00:20:38.860 --> 00:20:40.642
How do we make better workflows?

591
00:20:40.662 --> 00:20:42.283
How do we make it so that we're giving

592
00:20:42.663 --> 00:20:45.005
Google the data they want out of their own system?

593
00:20:45.165 --> 00:20:46.326
Literally handing them and saying...

594
00:20:46.766 --> 00:21:05.291
hey here's the filet mignon recipe you asked for by the way it's from your cookbook like you can't get much better than that um but this all started probably back in like 2006 which is when i really got into it i was going to college at the time and that was the year that india and the philippines came online and

595
00:21:05.291 --> 00:21:14.254
they were doing all the outsourcing of graphic design at the time i was going to college for graphic design and i went well crap i've got to go figure out something to do so

596
00:21:14.798 --> 00:21:17.299
I started looking into different forms of advertising,

597
00:21:17.379 --> 00:21:17.839
marketing,

598
00:21:17.999 --> 00:21:18.519
something else,

599
00:21:18.519 --> 00:21:20.420
because I liked the idea of creating an ad.

600
00:21:20.1000 --> 00:21:24.281
But seeing as they were coming online and being able to do it cheaper,

601
00:21:24.321 --> 00:21:24.641
faster,

602
00:21:24.681 --> 00:21:24.961
better,

603
00:21:25.301 --> 00:21:26.241
initial panic as a

604
00:21:26.721 --> 00:21:27.481
20 something,

605
00:21:27.942 --> 00:21:28.202
okay,

606
00:21:28.322 --> 00:21:29.942
what can I do that's not going to be,

607
00:21:30.322 --> 00:21:30.562
you know,

608
00:21:30.562 --> 00:21:34.043
how do I become indispensable to a business and start looking up well,

609
00:21:34.483 --> 00:21:35.404
website development,

610
00:21:35.564 --> 00:21:37.884
and then marketing and paid advertising,

611
00:21:37.924 --> 00:21:38.144
you know,

612
00:21:38.164 --> 00:21:40.445
PPC with Google was relatively new.

613
00:21:40.485 --> 00:21:42.886
I think that was like 04 that it came out.

614
00:21:42.886 --> 00:21:43.986
So it was like two years in.

615
00:21:44.854 --> 00:21:47.796
Started learning that and then stumbled upon SEO,

616
00:21:48.056 --> 00:21:53.720
which was being able to perpetually generate traffic or to generate organic traffic through different means.

617
00:21:54.321 --> 00:21:55.641
So I went down that rabbit hole,

618
00:21:55.741 --> 00:21:57.323
learned the whole rank and rent scenario,

619
00:21:57.503 --> 00:22:03.667
building out websites and businesses and optimizing title tags and just read everything I possibly could about it.

620
00:22:04.147 --> 00:22:05.388
And instantly I was hooked,

621
00:22:05.548 --> 00:22:08.130
dropped every video game that I was playing at that time and went,

622
00:22:08.530 --> 00:22:09.011
this is it.

623
00:22:09.431 --> 00:22:11.192
This is my new version of Xbox,

624
00:22:11.312 --> 00:22:11.772
Call of Duty,

625
00:22:11.872 --> 00:22:12.153
Halo,

626
00:22:12.293 --> 00:22:12.653
whatever.

627
00:22:13.414 --> 00:22:14.034
I don't want to.

628
00:22:14.194 --> 00:22:15.435
do any of that stuff anymore.

629
00:22:15.515 --> 00:22:16.716
This is the payoff.

630
00:22:16.776 --> 00:22:22.179
Like I would rather do SEO and get a paycheck than sit there and play Call of Duty for 12 hours a day and get nothing.

631
00:22:24.321 --> 00:22:28.624
So has this been with your own company or were you working for someone initially before branching out?

632
00:22:29.224 --> 00:22:38.410
So I had initially just started doing it and learning it by myself and then started applying for jobs for it once I felt I was competent enough to do it.

633
00:22:39.111 --> 00:22:43.494
And a lot of times applying for those jobs was ranking for the company name with my own webpage.

634
00:22:45.298 --> 00:22:48.380
So they would have a listing for whatever the job was.

635
00:22:48.420 --> 00:22:52.642
And I would run through that job listing with their company name in it and show up above it.

636
00:22:52.642 --> 00:22:53.102
And they were like,

637
00:22:53.342 --> 00:22:53.482
hey,

638
00:22:53.502 --> 00:22:54.783
you need to take that page down.

639
00:22:54.783 --> 00:22:55.063
I'm like,

640
00:22:55.063 --> 00:22:56.064
so do I have the job?

641
00:22:58.945 --> 00:22:59.125
Yes,

642
00:22:59.226 --> 00:23:00.046
take the page down.

643
00:23:00.166 --> 00:23:00.486
Okay,

644
00:23:00.546 --> 00:23:00.706
cool.

645
00:23:00.746 --> 00:23:01.507
I'll see you on Monday.

646
00:23:01.527 --> 00:23:04.688
That was how I started getting my first couple clients.

647
00:23:05.569 --> 00:23:06.890
And how hard was it to rank?

648
00:23:08.210 --> 00:23:10.071
Some of them were like local marketing companies.

649
00:23:10.071 --> 00:23:11.832
So it wasn't terribly difficult,

650
00:23:11.912 --> 00:23:12.293
but it was,

651
00:23:12.533 --> 00:23:12.773
you know,

652
00:23:12.853 --> 00:23:13.813
stuff they were ignoring.

653
00:23:14.574 --> 00:23:14.754
Ah.

654
00:23:15.286 --> 00:23:16.647
What about going forward now?

655
00:23:17.287 --> 00:23:21.169
So going into 2025 and forward,

656
00:23:21.590 --> 00:23:26.272
what are some of the new SEO techniques that you're seeing on the market?

657
00:23:27.533 --> 00:23:28.534
So there's not really,

658
00:23:29.514 --> 00:23:31.776
SEO doesn't change nearly as much as people think it does.

659
00:23:32.516 --> 00:23:34.577
Pretty much since the Panda Penguin update,

660
00:23:34.637 --> 00:23:35.998
it's been pretty much the same.

661
00:23:35.998 --> 00:23:37.619
And those were back in like 2009.

662
00:23:38.399 --> 00:23:41.581
So we've been doing pretty much the same stuff for forever.

663
00:23:41.601 --> 00:23:42.502
And everybody tries to put

664
00:23:42.862 --> 00:23:45.905
their own spin on it and call it topical maps or this,

665
00:23:45.945 --> 00:23:46.125
that,

666
00:23:46.125 --> 00:23:46.606
and the other,

667
00:23:46.946 --> 00:23:47.346
whatever,

668
00:23:47.807 --> 00:23:50.729
but well-structured content that's relevant to the user.

669
00:23:51.350 --> 00:23:52.751
And then on the back end,

670
00:23:53.252 --> 00:23:54.833
making sure that you are branded,

671
00:23:55.013 --> 00:23:56.655
making sure you're an authority in the space,

672
00:23:56.695 --> 00:23:59.958
and making sure that Google can find other sites that reference you.

673
00:24:00.258 --> 00:24:03.562
This last algorithm update that came about last year,

674
00:24:03.862 --> 00:24:05.884
where it wiped out a bunch of these AI sites,

675
00:24:06.344 --> 00:24:08.226
was because they didn't spend any time on branding.

676
00:24:08.326 --> 00:24:09.987
They didn't create additional profiles.

677
00:24:09.987 --> 00:24:11.328
They didn't create any socials.

678
00:24:11.348 --> 00:24:12.609
They didn't create any anything.

679
00:24:13.270 --> 00:24:17.032
And they didn't let Google know that all of those things were part of the brand that they were building.

680
00:24:17.152 --> 00:24:19.614
So all these websites just absolutely tanked.

681
00:24:19.634 --> 00:24:20.255
And everybody's like,

682
00:24:20.375 --> 00:24:21.596
AI content doesn't work.

683
00:24:21.656 --> 00:24:21.816
Like,

684
00:24:21.856 --> 00:24:21.976
no,

685
00:24:22.656 --> 00:24:24.838
you didn't do the basis of building a business.

686
00:24:24.878 --> 00:24:25.458
You went ahead,

687
00:24:25.579 --> 00:24:27.060
threw up an affiliate website,

688
00:24:27.080 --> 00:24:30.122
pretended it was 2004 AdSense and just hoped for the best.

689
00:24:31.423 --> 00:24:32.704
So like if they had spent some time,

690
00:24:32.724 --> 00:24:32.964
you know,

691
00:24:33.564 --> 00:24:35.666
putting together some branded content.

692
00:24:36.126 --> 00:24:38.372
Opening Canva and making the little templates for,

693
00:24:38.412 --> 00:24:38.653
you know,

694
00:24:38.713 --> 00:24:43.485
through YouTube thumbnails and all this other sort of stuff and actually creating content other than just the blog posts.

695
00:24:44.476 --> 00:24:45.577
They would have cleaned house,

696
00:24:45.757 --> 00:24:46.578
but they didn't.

697
00:24:47.598 --> 00:24:53.823
We've been talking to our clients about the importance of just being very diverse,

698
00:24:54.263 --> 00:24:55.564
not just having the website.

699
00:24:55.584 --> 00:24:56.064
Like you said,

700
00:24:56.124 --> 00:25:03.589
building that authority or having the Google business profile or having the social media consistent with your brand,

701
00:25:04.030 --> 00:25:05.971
as well as creating content,

702
00:25:05.991 --> 00:25:07.572
but doing lots of content.

703
00:25:08.293 --> 00:25:09.854
It's not necessarily lots of content,

704
00:25:10.234 --> 00:25:13.256
but quality content and just kind of updating it.

705
00:25:13.436 --> 00:25:14.137
every quarter,

706
00:25:14.597 --> 00:25:15.938
something along those lines.

707
00:25:16.238 --> 00:25:19.341
But just so you can be diverse,

708
00:25:19.541 --> 00:25:23.705
show that you have a brand and that you have authority.

709
00:25:24.205 --> 00:25:26.988
So I think authority is damn important.

710
00:25:27.468 --> 00:25:27.628
Yeah,

711
00:25:27.848 --> 00:25:28.309
exactly.

712
00:25:28.489 --> 00:25:28.989
And the way

713
00:25:29.370 --> 00:25:32.232
I look at it from especially now in 2025,

714
00:25:32.252 --> 00:25:35.295
there's a million different ways that people are browsing content.

715
00:25:35.335 --> 00:25:36.356
You've got the

716
00:25:36.756 --> 00:25:40.960
LLMs scraping content from people's websites and figuring out who's the de facto.

717
00:25:41.488 --> 00:25:41.748
Again,

718
00:25:41.868 --> 00:25:43.089
based on branding and authority,

719
00:25:43.229 --> 00:25:43.469
you know,

720
00:25:43.469 --> 00:25:46.150
how many other sites are talking about you figuring out,

721
00:25:46.190 --> 00:25:46.330
well,

722
00:25:46.330 --> 00:25:47.010
if you typed in,

723
00:25:47.551 --> 00:25:47.731
well,

724
00:25:47.871 --> 00:25:49.511
what's the best coffee place in,

725
00:25:49.811 --> 00:25:50.052
you know,

726
00:25:50.172 --> 00:25:50.632
Waukega,

727
00:25:51.712 --> 00:25:52.212
Minnesota,

728
00:25:52.913 --> 00:25:57.014
it'll come up with a list based on these Google profiles and these websites that back it up.

729
00:25:57.014 --> 00:25:59.635
And it'll tell you things like

730
00:26:01.156 --> 00:26:01.916
Amazon products,

731
00:26:01.916 --> 00:26:02.457
for example,

732
00:26:03.257 --> 00:26:05.238
there was a thing a couple months ago,

733
00:26:05.298 --> 00:26:08.919
and this is fun for you guys to know is everybody's familiar with perplexity,

734
00:26:09.119 --> 00:26:09.980
right?

735
00:26:10.160 --> 00:26:10.760
The data.

736
00:26:11.240 --> 00:26:11.520
LLM?

737
00:26:12.101 --> 00:26:12.221
Well,

738
00:26:12.221 --> 00:26:14.262
they started doing this thing where if you plugged in,

739
00:26:14.743 --> 00:26:17.425
what are the best watches for men in 2025,

740
00:26:17.545 --> 00:26:20.187
it would come back with a list of five or 10 watches.

741
00:26:21.007 --> 00:26:21.628
The trick is,

742
00:26:21.708 --> 00:26:26.512
is that they were inserting their own Amazon affiliate code onto each one of those links.

743
00:26:26.772 --> 00:26:30.254
So now they're sponsored URLs inside of a GBT.

744
00:26:31.856 --> 00:26:34.518
So now you can't make little guys just like honey,

745
00:26:35.118 --> 00:26:35.518
right?

746
00:26:35.518 --> 00:26:37.039
Lighting in there on the side,

747
00:26:37.440 --> 00:26:37.700
right?

748
00:26:37.840 --> 00:26:40.742
But what does that do for their rapport as essentially,

749
00:26:40.822 --> 00:26:41.342
quote unquote,

750
00:26:41.422 --> 00:26:42.683
unbiased data engine?

751
00:26:42.883 --> 00:26:44.904
If they're scraping data and now coming back with,

752
00:26:45.384 --> 00:26:45.504
oh,

753
00:26:45.524 --> 00:26:45.724
well,

754
00:26:46.024 --> 00:26:52.428
these are the best watches for 2025 because these are the highest commission ones that we can find on Amazon right now with our affiliate tag attached.

755
00:26:54.989 --> 00:26:56.470
Totally against TOS.

756
00:26:57.030 --> 00:26:57.171
Yeah.

757
00:26:57.631 --> 00:26:58.831
But they were doing that.

758
00:26:58.851 --> 00:27:00.072
I don't know if they still are.

759
00:27:00.132 --> 00:27:00.873
But as of,

760
00:27:00.873 --> 00:27:02.493
I want to say like November,

761
00:27:03.074 --> 00:27:03.974
they were still doing it.

762
00:27:04.174 --> 00:27:04.294
But,

763
00:27:04.294 --> 00:27:06.596
you know,

764
00:27:06.656 --> 00:27:07.076
things like that.

765
00:27:07.236 --> 00:27:07.917
How do you trust?

766
00:27:07.957 --> 00:27:08.217
I mean,

767
00:27:08.817 --> 00:27:09.658
when it comes to SEO,

768
00:27:09.758 --> 00:27:09.998
I mean,

769
00:27:10.339 --> 00:27:14.262
the average person online has no clue about search engine optimization.

770
00:27:14.302 --> 00:27:15.563
They're just a user going,

771
00:27:16.123 --> 00:27:18.505
what are the best watches to buy for Father's Day?

772
00:27:19.846 --> 00:27:25.291
A whole bunch of sites and they don't realize that probably 90 to 99 percent,

773
00:27:25.331 --> 00:27:27.252
maybe even 100 percent of those are all gamed.

774
00:27:28.013 --> 00:27:28.213
Yeah,

775
00:27:28.393 --> 00:27:30.295
but they're they're they're rankings.

776
00:27:30.475 --> 00:27:31.656
They're not necessarily.

777
00:27:31.676 --> 00:27:31.876
I mean,

778
00:27:32.176 --> 00:27:33.938
they might be if it's consumer reports,

779
00:27:34.558 --> 00:27:36.320
there might be some legitimacy to it.

780
00:27:36.400 --> 00:27:36.620
Maybe.

781
00:27:37.220 --> 00:27:37.660
a little bit.

782
00:27:38.261 --> 00:27:41.483
But if it's just the average top 10 watches for Father's Day,

783
00:27:42.083 --> 00:27:43.144
it's all affiliate based.

784
00:27:43.164 --> 00:27:44.404
It's all SEO based.

785
00:27:44.604 --> 00:27:45.285
And how do you,

786
00:27:46.926 --> 00:27:47.926
from a user's point of view,

787
00:27:47.926 --> 00:27:49.307
not from the marketer's point of view,

788
00:27:49.327 --> 00:27:50.428
but from a user's point of view,

789
00:27:51.328 --> 00:27:54.030
how do you ascertain what's real and what's not?

790
00:27:54.050 --> 00:27:54.250
I mean,

791
00:27:54.710 --> 00:27:56.551
Norm and I do this when we're on Amazon.

792
00:27:56.551 --> 00:27:58.432
We can tell fake reviews.

793
00:27:58.432 --> 00:27:59.673
We can tell a bad listing.

794
00:27:59.673 --> 00:28:00.593
We can tell instantly.

795
00:28:01.013 --> 00:28:02.754
We just have that gut feeling and experience.

796
00:28:02.754 --> 00:28:04.075
But from an SEO point of view,

797
00:28:04.936 --> 00:28:05.556
when you see it.

798
00:28:06.172 --> 00:28:08.774
How do you know that this is a BS

799
00:28:09.135 --> 00:28:11.937
SEO website that was created to rank number one?

800
00:28:12.598 --> 00:28:14.299
So most of the time,

801
00:28:14.499 --> 00:28:15.540
it's not well thought out.

802
00:28:15.840 --> 00:28:17.822
You can find plenty of typos in there,

803
00:28:18.002 --> 00:28:23.967
or you'll find the common GPT or AI buzzwords in a lot of the content.

804
00:28:24.007 --> 00:28:24.808
Dive deep.

805
00:28:25.248 --> 00:28:25.449
Yeah.

806
00:28:25.969 --> 00:28:29.292
Let's delve into the world of watches for men in 2020.

807
00:28:29.352 --> 00:28:30.753
Unlocking the secret.

808
00:28:30.753 --> 00:28:32.315
It says conclusion at the end.

809
00:28:32.735 --> 00:28:33.035
Right.

810
00:28:33.035 --> 00:28:33.155
No,

811
00:28:33.195 --> 00:28:33.876
it doesn't.

812
00:28:34.496 --> 00:28:50.583
no it doesn't all these blog posts that say conclusion at the end i hate that yeah but that's for that was for seo it's like yeah but i can tell that's just that's i hate it i hate it the layout yeah

813
00:28:50.883 --> 00:29:02.688
it's and and that's that speaks to a lot of things too so like it's schema right that's a schema it can be schema yeah so schema is in the grand scheme of seo you have all your on-page stuff so

814
00:29:03.348 --> 00:29:05.229
I look at it in like orders of magnitude.

815
00:29:05.329 --> 00:29:08.711
So like the basic thing is like your headings and your subheadings.

816
00:29:08.731 --> 00:29:09.672
So your H1s,

817
00:29:09.872 --> 00:29:09.992
2s,

818
00:29:09.992 --> 00:29:10.152
3,

819
00:29:10.192 --> 00:29:10.332
4,

820
00:29:10.372 --> 00:29:10.592
5,

821
00:29:10.632 --> 00:29:10.793
6,

822
00:29:11.033 --> 00:29:11.813
all that kind of stuff.

823
00:29:12.534 --> 00:29:13.974
And within that,

824
00:29:14.015 --> 00:29:17.457
you have your paragraphs and italics and bolds and keywords.

825
00:29:18.077 --> 00:29:19.378
That makes up most of the content.

826
00:29:19.778 --> 00:29:21.519
And then you have some of your off page stuff.

827
00:29:21.719 --> 00:29:23.540
How many referring domains are linking?

828
00:29:23.620 --> 00:29:25.141
What kind of backlinks are you getting?

829
00:29:25.241 --> 00:29:26.462
What neighborhoods are they from?

830
00:29:27.062 --> 00:29:27.703
Things like that,

831
00:29:27.783 --> 00:29:29.344
that make up the majority of it.

832
00:29:30.556 --> 00:29:31.739
As you go down that list,

833
00:29:31.739 --> 00:29:33.022
it gets more and more difficult.

834
00:29:33.283 --> 00:29:36.510
So the way I look at schema is if you're running a marathon,

835
00:29:36.711 --> 00:29:39.237
schema is the last 20 feet of the marathon.

836
00:29:40.062 --> 00:29:49.069
It is the thing where if you've maxed out and you've matched everybody else in the space and you are duking it out between you and some other guy and he doesn't have schema,

837
00:29:49.730 --> 00:29:50.971
if you spend the time to do it,

838
00:29:51.151 --> 00:29:56.635
and the reason I put it later on the list is because you're recreating an entire web page in JSON,

839
00:29:57.436 --> 00:29:57.896
which is a

840
00:29:58.457 --> 00:29:59.418
JavaScript language.

841
00:29:59.818 --> 00:30:04.742
So you have to recode your entire website so that it's machine readable and then stick that on the page.

842
00:30:05.406 --> 00:30:06.787
It'll get you over the finish line,

843
00:30:06.787 --> 00:30:10.450
but the amount of work and resource and time intensive labor it takes to do that,

844
00:30:10.850 --> 00:30:13.972
as opposed to going and building 25 links to your website,

845
00:30:14.512 --> 00:30:18.535
is just night and day difference is how much time you'll spend versus the rate of return.

846
00:30:22.338 --> 00:30:22.478
Now,

847
00:30:22.478 --> 00:30:23.939
a quick word from our sponsor,

848
00:30:24.159 --> 00:30:24.699
LaVonta.

849
00:30:25.080 --> 00:30:25.200
Hey,

850
00:30:25.280 --> 00:30:25.600
Kevin,

851
00:30:25.920 --> 00:30:26.981
tell us a little bit about it.

852
00:30:27.581 --> 00:30:28.042
That's right,

853
00:30:28.102 --> 00:30:28.882
Amazon sellers.

854
00:30:28.982 --> 00:30:32.645
Do you want to skyrocket your sales and boost your organic rankings?

855
00:30:33.265 --> 00:30:34.086
Meet LaVonta.

856
00:30:34.442 --> 00:30:41.407
Norm and I's secret weapon for driving high-quality external traffic straight to our Amazon storefronts using affiliate marketing.

857
00:30:41.747 --> 00:30:42.147
That's right.

858
00:30:42.147 --> 00:30:46.450
It's achieved through direct partnerships with leading media outlets like CNN,

859
00:30:46.911 --> 00:30:47.491
Wirecutter,

860
00:30:47.691 --> 00:30:48.412
and BuzzFeed,

861
00:30:48.472 --> 00:30:49.172
just to name a few,

862
00:30:49.492 --> 00:30:51.033
as well as top affiliates,

863
00:30:51.254 --> 00:30:51.874
influencers,

864
00:30:51.974 --> 00:30:52.434
bloggers,

865
00:30:52.755 --> 00:30:56.317
and media buyers all in Levante's marketplace,

866
00:30:56.637 --> 00:31:00.320
which is home to over 5,000 different creators that you get to choose from.

867
00:31:01.220 --> 00:31:03.302
So are you ready to elevate your business?

868
00:31:03.954 --> 00:31:07.636
Visit get.lavanta.io slash misfits.

869
00:31:08.196 --> 00:31:15.661
That's get.lavanta.io slash misfits.

870
00:31:16.001 --> 00:31:18.502
And book a call and you'll get up to 20%

871
00:31:19.123 --> 00:31:21.144
off Lavanta's gold plan today.

872
00:31:21.884 --> 00:31:26.467
That's get.lavanta.io slash misfits.

873
00:31:30.189 --> 00:31:30.649
Interesting.

874
00:31:31.389 --> 00:31:32.130
So how is it?

875
00:31:32.898 --> 00:31:33.138
I mean,

876
00:31:33.478 --> 00:31:38.122
I've seen stuff where there's been a mixed bag with AI and SEO,

877
00:31:38.242 --> 00:31:40.623
where it's a $91 billion industry.

878
00:31:40.703 --> 00:31:43.165
And I've seen stories where people are like,

879
00:31:43.465 --> 00:31:46.867
all the SEO people are freaking out that AI is going to kill this whole business.

880
00:31:47.408 --> 00:31:49.289
And the SEO guys are like,

881
00:31:49.449 --> 00:31:49.569
no,

882
00:31:49.849 --> 00:31:51.411
you guys need to take a chill pill.

883
00:31:52.531 --> 00:31:53.952
There's nothing here.

884
00:31:54.433 --> 00:31:56.974
And I see Neil Patel now pushing out stuff like,

885
00:31:57.775 --> 00:31:59.876
SEO is changing in 2025.

886
00:31:59.876 --> 00:32:02.298
You got to start talking to the machines and start.

887
00:32:02.558 --> 00:32:04.860
changing everything to intent-based and all this kind of stuff.

888
00:32:04.920 --> 00:32:06.121
Where are you seeing this going?

889
00:32:07.822 --> 00:32:11.245
And how are we going to filter through the junk and the

890
00:32:11.785 --> 00:32:15.007
AI learning from other garbage AI because of all this SEO?

891
00:32:15.848 --> 00:32:18.410
So that's going to be a couple of different things.

892
00:32:18.450 --> 00:32:20.652
It's going to be whoever's writing the content,

893
00:32:20.692 --> 00:32:23.534
their understanding of the topical authority of what they're writing about.

894
00:32:23.614 --> 00:32:26.156
So they can go ahead and blast out a

895
00:32:26.756 --> 00:32:27.997
5,000-word article and get it done.

896
00:32:28.618 --> 00:32:29.078
That's fine.

897
00:32:29.494 --> 00:32:32.577
But you're going to have to go back in and put in stuff that nobody else has.

898
00:32:32.937 --> 00:32:34.418
Like if you're taking,

899
00:32:34.438 --> 00:32:35.019
for example,

900
00:32:35.219 --> 00:32:36.160
what you had said earlier,

901
00:32:36.260 --> 00:32:36.740
you know,

902
00:32:36.860 --> 00:32:39.282
best watches from men for Father's Day.

903
00:32:40.223 --> 00:32:41.824
That's a very specific keyword.

904
00:32:41.884 --> 00:32:42.525
And in fact,

905
00:32:42.665 --> 00:32:44.867
that's the intent behind the intent.

906
00:32:46.148 --> 00:32:47.909
So that that phrase that you just said,

907
00:32:47.949 --> 00:32:49.290
instead of it being best,

908
00:32:49.510 --> 00:32:49.751
you know,

909
00:32:49.931 --> 00:32:50.952
best men's watches,

910
00:32:51.112 --> 00:32:53.314
like men's watches is the root keyword,

911
00:32:53.374 --> 00:32:53.574
right?

912
00:32:54.018 --> 00:32:58.022
But best men's watches for Father's Day is a very specific subset of the market.

913
00:32:58.082 --> 00:33:00.324
You're looking for people who are probably between the ages of

914
00:33:00.844 --> 00:33:05.128
22 and 65 plus who have had kids who are,

915
00:33:05.468 --> 00:33:05.709
you know,

916
00:33:05.829 --> 00:33:10.313
you're probably dealing with a woman who is trying to buy something for her husband.

917
00:33:12.134 --> 00:33:19.301
So it's that article needs to speak to that person very specifically about what would what would their husband like about that watch?

918
00:33:19.521 --> 00:33:19.761
You know,

919
00:33:19.841 --> 00:33:20.142
what would.

920
00:33:21.002 --> 00:33:21.722
As a spouse,

921
00:33:21.762 --> 00:33:23.463
what are you trying to get your significant other?

922
00:33:23.644 --> 00:33:24.904
Are they a flashy person?

923
00:33:25.084 --> 00:33:26.785
Do they want something that's a smartwatch?

924
00:33:27.106 --> 00:33:27.226
Or,

925
00:33:27.306 --> 00:33:27.546
you know,

926
00:33:27.646 --> 00:33:28.987
like one of those hidden smartwatches,

927
00:33:29.027 --> 00:33:31.988
like they've got some of the ones that have like the screen behind the dial.

928
00:33:32.749 --> 00:33:32.929
Like,

929
00:33:33.149 --> 00:33:34.470
what type of watch are you looking for?

930
00:33:34.630 --> 00:33:36.191
And then breaking it down by like,

931
00:33:36.471 --> 00:33:37.191
here's your budget,

932
00:33:37.311 --> 00:33:38.372
here's your styling,

933
00:33:38.472 --> 00:33:39.933
and then having those pieces.

934
00:33:40.053 --> 00:33:41.714
And that's stuff that AI is not going to know.

935
00:33:42.534 --> 00:33:42.674
Like,

936
00:33:42.674 --> 00:33:48.878
it's not going to know the difference between the variations of a Bolova watch versus a Citizen watch versus a Rolex.

937
00:33:50.074 --> 00:34:07.410
you know versus an armatron you know you can go the entire with wet you know width and breath of the the topic but but if you get an idea based on reading reviews and stuff and get a census a general sentiment of different types of watches to actually recommend couldn't you

938
00:34:07.450 --> 00:34:10.553
could but what if those reviews are fake like you had mentioned earlier

939
00:34:11.337 --> 00:34:28.042
then you're pulling in false information and then the whole thing just collapses on itself so again it involves a little bit more nuance than just going and generating it and so the source i mean you just you just look at the recently deep seek is all the rage uh that came out uh they

940
00:34:28.142 --> 00:34:37.645
they put out their latest version last week as of this recording and then the the following week on on monday the markets crashed because now everybody's freaking out that

941
00:34:38.101 --> 00:34:39.742
You don't really need billions of dollars.

942
00:34:39.742 --> 00:34:41.302
You can do it on the inexpensive.

943
00:34:41.322 --> 00:34:46.425
But someone just basically disproved how valuable DeepSeek is with using me.

944
00:34:47.685 --> 00:34:49.386
They posted online today.

945
00:34:50.166 --> 00:34:51.107
They asked DeepSeek,

946
00:34:51.147 --> 00:34:52.127
who is Kevin King?

947
00:34:53.248 --> 00:34:55.629
And it came back with so much garbage.

948
00:34:57.149 --> 00:34:58.690
I started amazing.com,

949
00:34:58.730 --> 00:35:00.691
and then I specialize in dropshipping,

950
00:35:01.411 --> 00:35:02.271
and this and that and the other.

951
00:35:02.291 --> 00:35:03.972
It's just so freaking wrong.

952
00:35:03.972 --> 00:35:05.793
And then they typed the same comment into...

953
00:35:06.853 --> 00:35:10.877
chat GPT and it was dead on accurate and much more detailed.

954
00:35:10.917 --> 00:35:12.138
So it's garbage in,

955
00:35:12.218 --> 00:35:12.718
garbage out.

956
00:35:12.738 --> 00:35:22.947
But that's the problem I see is people start using something like a deep seek or other tools that are out there that are just wrong to create their blog articles and their SEO and all this stuff.

957
00:35:23.468 --> 00:35:29.293
And it just starts a vicious cycle of other people using AI as shortcuts instead of writing it as a human.

958
00:35:30.193 --> 00:35:34.197
And you get this massive amount of just garbage that you don't know.

959
00:35:34.597 --> 00:35:37.339
who to believe and who's an authority and who's not an authority.

960
00:35:37.819 --> 00:35:40.721
Cause you can put garbage on our authority site with all the right backlinks.

961
00:35:40.741 --> 00:35:41.882
And it's still garbage.

962
00:35:42.382 --> 00:35:42.603
Right.

963
00:35:42.603 --> 00:35:42.723
Well,

964
00:35:42.723 --> 00:35:43.043
you know,

965
00:35:43.463 --> 00:35:43.723
Kev,

966
00:35:44.644 --> 00:35:45.064
like when I,

967
00:35:45.164 --> 00:35:46.345
when I ran that report,

968
00:35:47.326 --> 00:35:50.068
I was shocked that it didn't go deep enough.

969
00:35:50.148 --> 00:35:50.268
The,

970
00:35:50.528 --> 00:35:57.072
the deep fake report about you that I didn't talk about your beginning as a Chippendale dancer.

971
00:35:58.173 --> 00:35:58.653
That was,

972
00:35:58.954 --> 00:36:00.715
that's why I was upset because it missed some,

973
00:36:01.175 --> 00:36:01.836
some fundamental,

974
00:36:01.836 --> 00:36:03.136
really great stuff about you.

975
00:36:03.136 --> 00:36:03.257
And,

976
00:36:03.297 --> 00:36:03.597
and,

977
00:36:03.937 --> 00:36:31.465
you know you you went from a chippendale dancer like the one of the top right you were the chip of the dale's put it on his weight and then nobody would pay attention well no when you did that you went into foxy boxing there you go and like that's something you could have found on your wikipedia page you know yeah you just need exactly a little bit of scrubbing editing my wikipedia page dang it i gotta turn the editing off off of there that's that's how it has too much authority

978
00:36:32.177 --> 00:36:32.337
Yeah,

979
00:36:32.557 --> 00:36:33.077
absolutely.

980
00:36:33.237 --> 00:36:40.080
But to your point about figuring out the authority piece in all this is when you're looking at something like that,

981
00:36:40.160 --> 00:36:46.503
you want somebody who has both width or breadth and depth on the topic that they're talking about.

982
00:36:46.583 --> 00:36:50.085
So like somebody who is like in my space doing SEO,

983
00:36:50.345 --> 00:36:53.206
like talking about all these little instances and doing things like that,

984
00:36:53.246 --> 00:36:55.427
that would be an example of an understanding,

985
00:36:55.687 --> 00:36:57.648
at least not not an authority necessarily,

986
00:36:57.688 --> 00:37:00.649
but an understanding of the workings of what's going on.

987
00:37:01.221 --> 00:37:01.461
Um,

988
00:37:01.581 --> 00:37:03.382
and those are the type of things that you have to look for.

989
00:37:03.562 --> 00:37:05.103
And then given my example,

990
00:37:05.143 --> 00:37:06.564
like the intent behind the intent,

991
00:37:06.784 --> 00:37:06.964
sure.

992
00:37:06.984 --> 00:37:07.745
You could fake that,

993
00:37:07.785 --> 00:37:08.105
but like,

994
00:37:08.145 --> 00:37:09.286
if you were to go and look for,

995
00:37:09.306 --> 00:37:10.206
um,

996
00:37:10.706 --> 00:37:11.547
just as an example,

997
00:37:11.587 --> 00:37:14.789
like midsize SUV under $55,000,

998
00:37:15.349 --> 00:37:18.431
every single one on that list is going to be wrong.

999
00:37:18.811 --> 00:37:19.772
It's not going to be an SUV.

1000
00:37:20.352 --> 00:37:24.974
It's not going to be under $55,000 and it's not going to match your criteria for safety.

1001
00:37:26.695 --> 00:37:29.277
Like if you just go through.

1002
00:37:29.829 --> 00:37:31.430
With OpenAI as a new operator,

1003
00:37:32.050 --> 00:37:34.951
it's in beta right now for the $200 a month pro users,

1004
00:37:35.612 --> 00:37:41.814
where it's actually doing travel and doing some different restaurant stuff,

1005
00:37:41.814 --> 00:37:47.717
where it's actually taking over the browser like a built-in mini browser and actually recreating what a human would be doing,

1006
00:37:47.757 --> 00:37:49.217
doing all this massive research,

1007
00:37:49.658 --> 00:37:50.858
and then spitting back something out.

1008
00:37:50.898 --> 00:37:52.239
How do you SEO to that?

1009
00:37:52.599 --> 00:37:54.119
Because it's not a human looking at it.

1010
00:37:54.680 --> 00:37:57.521
It's not a human that's making these...

1011
00:37:57.781 --> 00:37:59.402
these judgments based on a human,

1012
00:37:59.402 --> 00:38:02.365
it's a machine making judgments and based on what's going to serve up to you.

1013
00:38:02.365 --> 00:38:05.188
So is there a different type of SEO that you have to do?

1014
00:38:05.948 --> 00:38:06.869
Do you have to ride the line?

1015
00:38:06.869 --> 00:38:11.253
I guess what I'm saying both ways right now for humans and for machines when you're doing SEO.

1016
00:38:11.854 --> 00:38:11.994
Well,

1017
00:38:12.034 --> 00:38:12.174
yeah,

1018
00:38:12.794 --> 00:38:13.795
that's always been the case.

1019
00:38:13.955 --> 00:38:14.496
So the way,

1020
00:38:14.836 --> 00:38:17.278
the way that I've always looked at SEO is that

1021
00:38:17.699 --> 00:38:20.741
Google first and foremost is an advertising platform.

1022
00:38:21.402 --> 00:38:22.463
They have a search engine,

1023
00:38:22.523 --> 00:38:24.024
but that's only so they can show the ads,

1024
00:38:24.505 --> 00:38:24.745
but the.

1025
00:38:24.981 --> 00:38:29.563
The purpose of Google having that search engine is to be able to terminate that search for the user.

1026
00:38:30.603 --> 00:38:35.325
They want to be able to provide the best result based on however they measure their criteria and their algorithm,

1027
00:38:35.625 --> 00:38:36.526
get that user to click,

1028
00:38:37.126 --> 00:38:38.847
and hopefully they don't bounce off that site.

1029
00:38:39.527 --> 00:38:42.488
And the bounce rate is one of those things that can affect where a site is ranking.

1030
00:38:42.588 --> 00:38:43.409
So to your point,

1031
00:38:43.449 --> 00:38:47.350
if somebody is going through a list of best watches for Father's Day 2025,

1032
00:38:47.750 --> 00:38:49.891
and they click on the site and within 10 seconds they go,

1033
00:38:50.031 --> 00:38:50.151
no,

1034
00:38:50.251 --> 00:38:51.032
this isn't what I want,

1035
00:38:51.052 --> 00:38:51.912
and they back out,

1036
00:38:52.272 --> 00:38:53.513
Google is going to count that as a,

1037
00:38:54.013 --> 00:38:54.233
you know.

1038
00:38:55.570 --> 00:39:09.910
a negative against that site because the user came was browsing it didn't match the intent of what that keyword was and they backed out and went to the next one and went to the next one until they found the thing they were looking for however far down the page but

1039
00:39:10.130 --> 00:39:10.691
to your point

1040
00:39:11.139 --> 00:39:18.763
A lot of the stuff that's happening now is we're still writing for humans and machines at the same time when we do a lot of this stuff.

1041
00:39:20.024 --> 00:39:20.924
On the back end,

1042
00:39:21.104 --> 00:39:23.926
GPT is going to come and scrape the website and figure that out.

1043
00:39:23.986 --> 00:39:28.148
But I think the more branding that you have around your business,

1044
00:39:28.168 --> 00:39:31.530
the more authority that you're able to not necessarily manufacture,

1045
00:39:31.530 --> 00:39:33.691
but the more authority you're able to put in that brand.

1046
00:39:34.091 --> 00:39:36.673
So things like press releases,

1047
00:39:36.853 --> 00:39:37.834
putting out videos,

1048
00:39:38.014 --> 00:39:40.275
putting out podcasts like you're doing here.

1049
00:39:40.635 --> 00:39:41.616
Different types of media,

1050
00:39:41.756 --> 00:39:44.677
because there are so many different ways that people browse that information.

1051
00:39:45.258 --> 00:39:46.178
So if somebody goes to,

1052
00:39:46.178 --> 00:39:48.740
let's say they go to ChatGPT,

1053
00:39:49.260 --> 00:39:49.740
and they say,

1054
00:39:50.080 --> 00:39:50.240
hey,

1055
00:39:50.360 --> 00:39:53.762
I want you to find the top 10 Pinterest pins for this particular topic.

1056
00:39:54.403 --> 00:39:55.563
And if you're not on Pinterest,

1057
00:39:55.823 --> 00:39:57.124
you're not included in that search.

1058
00:39:57.845 --> 00:39:58.365
To your point,

1059
00:39:58.405 --> 00:39:59.906
that operator will go to Pinterest,

1060
00:40:00.066 --> 00:40:01.267
go and do the result book,

1061
00:40:01.987 --> 00:40:04.168
and go figure out what images are the top 10 ones,

1062
00:40:04.168 --> 00:40:06.089
and then pull back the URLs into the system.

1063
00:40:06.089 --> 00:40:06.329
And say,

1064
00:40:06.409 --> 00:40:09.271
here they are categorized by volume and size.

1065
00:40:09.331 --> 00:40:14.993
this many searches and this many repins and this many shares and all that other stuff and just show algorithmically,

1066
00:40:15.453 --> 00:40:16.073
here's the data.

1067
00:40:16.713 --> 00:40:18.614
But if you're not playing on any of those platforms,

1068
00:40:18.654 --> 00:40:20.034
you're missing that traffic pool.

1069
00:40:21.875 --> 00:40:22.115
You know,

1070
00:40:22.175 --> 00:40:22.515
there's,

1071
00:40:24.115 --> 00:40:26.656
if I take a look throughout the last 20,

1072
00:40:26.736 --> 00:40:27.336
30 years,

1073
00:40:28.096 --> 00:40:29.697
and this goes back right throughout time,

1074
00:40:30.517 --> 00:40:31.317
tides change,

1075
00:40:31.437 --> 00:40:31.657
right?

1076
00:40:31.858 --> 00:40:32.578
Epsom flows.

1077
00:40:33.478 --> 00:40:33.618
Now,

1078
00:40:33.698 --> 00:40:36.559
are we starting to see that with Google and perplexity?

1079
00:40:36.919 --> 00:40:40.441
Is Google starting to move out and Perplexity starting to move in?

1080
00:40:41.921 --> 00:40:43.842
They have a percentage of market share,

1081
00:40:44.122 --> 00:40:48.424
but I don't think as a search engine that it's going to go anywhere.

1082
00:40:48.524 --> 00:40:52.165
So the stuff that SEOs wind up doing isn't going to change.

1083
00:40:52.586 --> 00:40:56.387
What changes is the platform that that data is being accessed through.

1084
00:40:56.947 --> 00:40:57.948
So to your point,

1085
00:40:58.448 --> 00:41:00.509
Perplexity could go ahead and do a Google scrape,

1086
00:41:00.769 --> 00:41:01.990
figure out the top five,

1087
00:41:02.130 --> 00:41:05.311
and then filter and parse categorically based on their algorithm.

1088
00:41:05.931 --> 00:41:08.932
on which ones are the best sites based on user experience,

1089
00:41:08.952 --> 00:41:10.093
G2 reviews,

1090
00:41:10.173 --> 00:41:11.473
CapTarot reviews,

1091
00:41:11.593 --> 00:41:12.494
Amazon reviews,

1092
00:41:12.774 --> 00:41:16.896
whatever the platform is of choice that verifies that specific market sector.

1093
00:41:17.396 --> 00:41:18.136
So like for local,

1094
00:41:18.176 --> 00:41:18.716
it's usually

1095
00:41:19.297 --> 00:41:22.258
Google Maps with the reviews or Yelp or

1096
00:41:22.858 --> 00:41:23.438
TripAdvisor.

1097
00:41:24.579 --> 00:41:25.379
For e-com,

1098
00:41:25.379 --> 00:41:28.540
it's going to be Amazon or their actual site with the reviews on it.

1099
00:41:28.600 --> 00:41:34.523
So those things are going to be pulled in as a feature.

1100
00:41:34.743 --> 00:41:36.224
of what comes in from the searches.

1101
00:41:36.284 --> 00:41:38.346
It's augmenting the search with that information.

1102
00:41:38.786 --> 00:41:41.449
So if you have all those pieces that they're going to be looking for,

1103
00:41:41.889 --> 00:41:42.990
because at the end of the day,

1104
00:41:43.510 --> 00:41:45.492
the AIs are emulating human behavior.

1105
00:41:45.692 --> 00:41:49.115
They're doing it in a really streamlined version of what human behavior is,

1106
00:41:49.595 --> 00:41:50.416
but it's the same thing.

1107
00:41:50.456 --> 00:41:52.518
They're trying to get to the result as fast as possible.

1108
00:41:53.338 --> 00:41:58.202
But isn't perplexity learning from Google to become better?

1109
00:41:59.423 --> 00:42:00.704
Not with the JavaScript turned on.

1110
00:42:01.905 --> 00:42:02.065
Yeah,

1111
00:42:02.266 --> 00:42:03.346
that's true.

1112
00:42:04.299 --> 00:42:04.899
That's true.

1113
00:42:05.419 --> 00:42:09.961
So the other question I have about this is we market to

1114
00:42:11.301 --> 00:42:12.741
YouTube, we market to

1115
00:42:13.482 --> 00:42:15.162
Google, we market to Bing.

1116
00:42:16.582 --> 00:42:22.784
Is there ways that we can market for perplexity to pick up search ranking?

1117
00:42:23.724 --> 00:42:23.965
Yes.

1118
00:42:24.505 --> 00:42:27.886
So they have specific bots that will come and crawl your site.

1119
00:42:27.886 --> 00:42:30.947
And if you look at the site logs that you may have for your web page,

1120
00:42:30.947 --> 00:42:32.467
it'll tell you what the name of the bot is.

1121
00:42:33.291 --> 00:42:33.931
You could,

1122
00:42:34.212 --> 00:42:36.533
and this is a black hat disclaimer,

1123
00:42:36.973 --> 00:42:38.074
you could do this.

1124
00:42:38.254 --> 00:42:39.354
I don't recommend it,

1125
00:42:39.715 --> 00:42:43.757
but you could serve up a version of that page specifically for that bot.

1126
00:42:45.077 --> 00:42:45.558
You could say,

1127
00:42:45.858 --> 00:42:48.059
if this bot comes to crawl this page,

1128
00:42:48.299 --> 00:42:49.900
serve it this information.

1129
00:42:50.500 --> 00:42:51.041
If it honors,

1130
00:42:51.341 --> 00:42:55.223
the bot sometimes don't honor those commands,

1131
00:42:55.383 --> 00:42:55.583
though.

1132
00:42:56.183 --> 00:42:56.303
Yeah,

1133
00:42:56.564 --> 00:42:56.984
but you can,

1134
00:42:58.565 --> 00:42:59.805
if you're a black hat person,

1135
00:42:59.885 --> 00:43:01.086
you could play with it.

1136
00:43:01.486 --> 00:43:02.627
But the idea is...

1137
00:43:03.387 --> 00:43:04.467
You're not really playing that game.

1138
00:43:04.467 --> 00:43:11.569
But I would watch for when they come and crawl and add stuff to their database because you can see how often that bot is pinging your website.

1139
00:43:12.710 --> 00:43:13.330
Like recently,

1140
00:43:13.830 --> 00:43:14.750
probably within the past two,

1141
00:43:14.770 --> 00:43:15.290
three years,

1142
00:43:15.450 --> 00:43:23.993
Apple bots started showing up because they started crawling and finding information for them to go build out their version of Apple places or whatever it's called,

1143
00:43:25.093 --> 00:43:26.893
their alternative to Google Maps.

1144
00:43:27.614 --> 00:43:27.834
Right.

1145
00:43:28.754 --> 00:43:32.635
They started scraping websites looking for that additional information to categorize their stuff.

1146
00:43:32.755 --> 00:43:34.115
But up until that point,

1147
00:43:34.175 --> 00:43:35.736
nobody had ever seen Applebot before.

1148
00:43:35.836 --> 00:43:36.996
But now people watch for it.

1149
00:43:37.396 --> 00:43:38.217
And every time they come,

1150
00:43:38.217 --> 00:43:41.017
they have a payload of local data waiting for it.

1151
00:43:41.037 --> 00:43:41.397
And they say,

1152
00:43:41.457 --> 00:43:41.698
okay,

1153
00:43:41.778 --> 00:43:44.078
here's the news information about our business.

1154
00:43:44.098 --> 00:43:45.839
Here's all the reviews that we have on Google.

1155
00:43:45.999 --> 00:43:47.779
We're just going to give you that box of stuff.

1156
00:43:48.459 --> 00:43:50.700
Go take it back to the system and process.

1157
00:43:51.800 --> 00:43:52.120
How about,

1158
00:43:52.160 --> 00:43:52.321
though,

1159
00:43:52.341 --> 00:43:52.821
with SEO?

1160
00:43:52.881 --> 00:43:53.121
I mean,

1161
00:43:53.121 --> 00:43:53.721
in the past,

1162
00:43:53.741 --> 00:43:54.481
if I wanted to know,

1163
00:43:56.082 --> 00:43:56.422
I don't know,

1164
00:43:56.422 --> 00:43:58.722
if I want to know the answer to a topic,

1165
00:43:59.302 --> 00:44:00.363
back to the watches or whatever,

1166
00:44:00.463 --> 00:44:01.183
the top ten.

1167
00:44:01.823 --> 00:44:02.203
watches,

1168
00:44:02.343 --> 00:44:04.645
I would go type that into Google and,

1169
00:44:04.965 --> 00:44:08.167
and see what Google spit back out and try to find something that matched my,

1170
00:44:08.487 --> 00:44:09.048
my needs,

1171
00:44:09.128 --> 00:44:09.248
uh,

1172
00:44:09.328 --> 00:44:14.051
that told me an idea for the watch versus now you have stuff like Gemini has,

1173
00:44:14.331 --> 00:44:14.791
what's it called?

1174
00:44:14.851 --> 00:44:15.452
Deep intelligence,

1175
00:44:15.512 --> 00:44:16.372
deep knowledge,

1176
00:44:16.432 --> 00:44:17.253
deep research.

1177
00:44:17.693 --> 00:44:17.933
Yeah.

1178
00:44:18.174 --> 00:44:18.914
Uh,

1179
00:44:18.934 --> 00:44:20.255
and you can go in there and

1180
00:44:21.063 --> 00:44:24.025
Custom program exactly what you want and tell it,

1181
00:44:24.486 --> 00:44:24.966
prompt it,

1182
00:44:24.986 --> 00:44:25.387
and say,

1183
00:44:26.327 --> 00:44:30.551
analyze all the past trends.

1184
00:44:31.251 --> 00:44:32.993
You can even tie it to APIs if you want to.

1185
00:44:33.033 --> 00:44:35.154
But on Helium 10 for this product,

1186
00:44:35.154 --> 00:44:35.715
for the last,

1187
00:44:35.975 --> 00:44:36.656
this category,

1188
00:44:36.676 --> 00:44:36.936
for the,

1189
00:44:37.937 --> 00:44:38.277
I don't know,

1190
00:44:40.018 --> 00:44:41.680
the wall calendar category that you,

1191
00:44:41.860 --> 00:44:42.080
you know,

1192
00:44:42.060 --> 00:44:47.384
the calendars you pin up on your wall for the last three years and predict what,

1193
00:44:48.405 --> 00:44:50.387
look at the trends and the ups and downs and what happened.

1194
00:44:51.155 --> 00:44:53.497
analyze Google trends and analyze all this other stuff,

1195
00:44:53.998 --> 00:44:55.739
analyze the last 20 years of history.

1196
00:44:56.960 --> 00:45:01.184
And stuff tends to cycle and go in cycles every 20 years and say,

1197
00:45:01.324 --> 00:45:04.086
what predict what's going to be the hot calendars for next year.

1198
00:45:04.347 --> 00:45:06.649
And it will come back with about an 80 to 85%

1199
00:45:06.969 --> 00:45:12.173
accuracy of this is what's going to be hot in January of 2026.

1200
00:45:12.774 --> 00:45:14.275
And so I can then take that information.

1201
00:45:14.315 --> 00:45:18.639
I can roll the dice and I can have actually get ahead of it instead of doing research.

1202
00:45:18.699 --> 00:45:18.899
That's.

1203
00:45:19.331 --> 00:45:20.692
based on past only,

1204
00:45:21.573 --> 00:45:24.835
I can actually analyze the past and predict the future with some of this stuff.

1205
00:45:24.855 --> 00:45:25.776
And how does that affect

1206
00:45:26.476 --> 00:45:29.859
SEO? Because then I can come out and have the counter.

1207
00:45:30.039 --> 00:45:30.159
If,

1208
00:45:30.319 --> 00:45:30.659
I don't know,

1209
00:45:30.719 --> 00:45:32.641
trolls are going to be hot in 2025,

1210
00:45:32.641 --> 00:45:34.222
that's what it predicts and expects thing.

1211
00:45:35.163 --> 00:45:35.943
There's a 15%

1212
00:45:36.023 --> 00:45:37.324
chance maybe that it's not,

1213
00:45:37.424 --> 00:45:39.966
but also if I just launch any random products,

1214
00:45:40.026 --> 00:45:40.546
15%

1215
00:45:40.627 --> 00:45:41.807
chance it's going to fail anyway.

1216
00:45:42.508 --> 00:45:46.671
So how is that going to affect SEO once people get better at

1217
00:45:46.919 --> 00:46:08.428
prompting or do you think people just will never really get better at prompting it's just going to be the geeks and the researchers that are good at an average person it's going to still be lazy and depend on the seo serving it up no i mean it's i'm seeing it even now like i've got you know younger generation uh siblings and they're using gpt in ways that i'm not even thinking of you know when they're looking for stuff they

1218
00:46:08.428 --> 00:46:15.851
go to gpt before they go to google now because they just have it in their pocket you know ask the question and get the answer they're looking for but

1219
00:46:16.215 --> 00:46:18.716
With your point with a lot of the automation stuff,

1220
00:46:19.156 --> 00:46:20.076
predictive analytics,

1221
00:46:20.276 --> 00:46:22.577
that's all stuff that can be built in.

1222
00:46:22.757 --> 00:46:26.978
So if you're looking at your analytics data and your search console data,

1223
00:46:27.398 --> 00:46:27.918
barring

1224
00:46:28.558 --> 00:46:32.199
Google doing some totalitarian algorithm update,

1225
00:46:32.900 --> 00:46:33.400
you should,

1226
00:46:33.500 --> 00:46:36.260
with fairly good predictability,

1227
00:46:36.361 --> 00:46:38.861
be able to feed that data into their system and say,

1228
00:46:38.901 --> 00:46:39.021
OK,

1229
00:46:39.601 --> 00:46:40.362
based on this,

1230
00:46:40.722 --> 00:46:42.022
what should I focus on next?

1231
00:46:42.042 --> 00:46:43.362
What should my next topics be?

1232
00:46:44.023 --> 00:46:45.063
What can I do to?

1233
00:46:45.771 --> 00:46:46.852
make this work better?

1234
00:46:46.952 --> 00:46:51.013
How do I get the user to see this as a zero-click search result?

1235
00:46:51.413 --> 00:46:57.656
Zero-click means the little box at the top that just kind of is the AI-generated piece whenever you do a search now.

1236
00:46:58.196 --> 00:46:59.557
And you can ask it questions like that,

1237
00:46:59.557 --> 00:46:59.937
and it'll say,

1238
00:47:00.017 --> 00:47:00.277
well,

1239
00:47:00.437 --> 00:47:01.838
you're missing this markup,

1240
00:47:01.858 --> 00:47:03.498
or this thing might not be on the page,

1241
00:47:03.518 --> 00:47:05.699
and here's what I would add to the site if I were you.

1242
00:47:06.400 --> 00:47:11.602
So you can kind of use AI to predict what the user's going to want based on those pass trends,

1243
00:47:12.022 --> 00:47:14.043
and then work that into...

1244
00:47:14.423 --> 00:47:15.364
the existing pages.

1245
00:47:17.025 --> 00:47:21.189
I wonder if it'll just be a series of small questions or prompts.

1246
00:47:21.489 --> 00:47:27.434
So you can have regular search or just have an advanced search with maybe three or four questions.

1247
00:47:27.634 --> 00:47:27.755
Yeah.

1248
00:47:27.795 --> 00:47:28.775
Like a topic drill down.

1249
00:47:29.296 --> 00:47:29.436
Yeah.

1250
00:47:29.836 --> 00:47:29.956
Yeah.

1251
00:47:30.357 --> 00:47:35.301
And I look at search the same way most people look at navigating department stores or

1252
00:47:36.102 --> 00:47:37.123
Walmart, for example.

1253
00:47:37.543 --> 00:47:39.425
And that's how search has always kind of been structured.

1254
00:47:39.425 --> 00:47:40.285
You walk into the

1255
00:47:40.726 --> 00:47:42.007
Walmart, the website.

1256
00:47:42.511 --> 00:47:44.313
All the little banners are hanging up overhead.

1257
00:47:44.413 --> 00:47:45.173
It's your main nav.

1258
00:47:45.374 --> 00:47:46.535
And then you walk to the aisle,

1259
00:47:46.615 --> 00:47:47.756
find the item that you want,

1260
00:47:47.756 --> 00:47:49.177
and then go to the register and check out.

1261
00:47:50.018 --> 00:47:53.381
And that's kind of the same way that the data is structured for AI.

1262
00:47:53.481 --> 00:47:55.843
But instead of you having to go look at the store map,

1263
00:47:56.503 --> 00:47:58.545
you just have somebody waiting at the front that says,

1264
00:47:58.565 --> 00:47:58.786
you know,

1265
00:47:58.946 --> 00:47:59.506
take me to the,

1266
00:47:59.686 --> 00:47:59.947
you know,

1267
00:48:00.427 --> 00:48:04.411
men's workout shirts and it's size two X in black and they go,

1268
00:48:04.571 --> 00:48:04.831
okay.

1269
00:48:05.071 --> 00:48:07.253
And take you right to that aisle and hand you the shirt.

1270
00:48:08.094 --> 00:48:09.095
That's the difference is you're

1271
00:48:09.515 --> 00:48:12.856
You're removing the buyer's journey by getting people what they want on the first shot.

1272
00:48:13.836 --> 00:48:18.077
So as long as what you're doing with your website and your information is what people are looking for,

1273
00:48:18.217 --> 00:48:18.477
you know,

1274
00:48:18.597 --> 00:48:20.078
overall ranking,

1275
00:48:20.178 --> 00:48:20.838
click-through rate,

1276
00:48:21.278 --> 00:48:23.419
all those different things that Google's taking into account,

1277
00:48:23.479 --> 00:48:27.380
the AI will be able to see some of that when it goes to scrape the search result.

1278
00:48:31.861 --> 00:48:38.783
Are you looking to quickly boost new Amazon product launches or scale up existing listings to reach first page?

1279
00:48:38.923 --> 00:48:39.504
positioning,

1280
00:48:39.944 --> 00:48:42.706
the influencer platform Stack Influence can help.

1281
00:48:43.167 --> 00:48:43.747
That's right.

1282
00:48:43.807 --> 00:48:53.276
Stack Influence pushes high volume external traffic sales straight to Amazon listings using micro influencers that you only have to pay with your products.

1283
00:48:54.236 --> 00:49:00.362
They've helped up and coming brands like Magic Spoon compete with Cheerios for top category positioning,

1284
00:49:00.942 --> 00:49:06.247
while also helping Fortune 500 brands like Unilever launch their new products.

1285
00:49:06.911 --> 00:49:10.415
Right now is one of the best times to get started with Stack Influence.

1286
00:49:10.756 --> 00:49:18.705
You can sign up at stackinfluence.com or click the link in this video down in the description or notes below and mention Misfits,

1287
00:49:18.745 --> 00:49:20.767
that's M-I-S-F-I-T-S,

1288
00:49:21.087 --> 00:49:21.908
to get 10%

1289
00:49:22.008 --> 00:49:23.450
off your first campaign.

1290
00:49:24.702 --> 00:49:32.987
stack influence.com.

1291
00:49:33.587 --> 00:49:38.530
I like that because then you're taking me straight to the men's shirt and two X,

1292
00:49:38.830 --> 00:49:39.050
and

1293
00:49:39.691 --> 00:49:43.853
I'm not getting to stop and peruse stuff along the way that I might buy that I didn't know I wanted,

1294
00:49:44.533 --> 00:49:46.114
that I didn't even come forward to buy.

1295
00:49:46.554 --> 00:49:48.776
So is that going to be from a marketing point of view?

1296
00:49:50.116 --> 00:49:50.317
Yeah.

1297
00:49:50.797 --> 00:49:51.097
I mean,

1298
00:49:51.237 --> 00:49:51.877
in the long run,

1299
00:49:51.937 --> 00:49:52.438
absolutely.

1300
00:49:52.918 --> 00:49:54.299
Or it'll prompt you at the end.

1301
00:49:54.799 --> 00:49:55.019
Right.

1302
00:49:55.680 --> 00:49:56.460
Yeah.

1303
00:49:56.800 --> 00:50:00.542
If they're designing it correctly and it's working as a assistant,

1304
00:50:00.802 --> 00:50:01.903
as everybody likes to call them,

1305
00:50:02.723 --> 00:50:06.165
and working as a tailor of some sort.

1306
00:50:06.665 --> 00:50:06.826
Hey,

1307
00:50:06.866 --> 00:50:08.406
you found the workout shirt you were looking for.

1308
00:50:08.426 --> 00:50:09.927
Do you also need a new pair of shorts?

1309
00:50:10.007 --> 00:50:13.629
Are you looking for wrist protectors for when you go to lift the dumbbells?

1310
00:50:14.470 --> 00:50:15.210
That kind of stuff.

1311
00:50:15.330 --> 00:50:16.811
Are you looking for a protein supplement?

1312
00:50:17.051 --> 00:50:18.352
Or it could ask questions like,

1313
00:50:18.412 --> 00:50:19.913
what type of workout are you looking to go to?

1314
00:50:20.733 --> 00:50:20.853
Oh,

1315
00:50:20.913 --> 00:50:22.534
I'm going to go train for a marathon.

1316
00:50:22.674 --> 00:50:22.914
cool,

1317
00:50:22.994 --> 00:50:26.696
here's some running shoes that also might work for you based on what the information you've given me.

1318
00:50:27.297 --> 00:50:27.497
Bang,

1319
00:50:27.517 --> 00:50:27.677
bang,

1320
00:50:27.697 --> 00:50:27.877
bang,

1321
00:50:27.897 --> 00:50:28.077
bang,

1322
00:50:28.097 --> 00:50:28.357
bang.

1323
00:50:28.457 --> 00:50:31.039
And then that's where that perplexity affiliate link comes in handy.

1324
00:50:32.219 --> 00:50:35.261
So based on your audits that you're doing,

1325
00:50:35.461 --> 00:50:40.144
or maybe clients or just what you see nowadays with different websites,

1326
00:50:41.165 --> 00:50:46.768
what are things that people are just missing out on?

1327
00:50:47.448 --> 00:50:50.630
And then like just things that they they've just missed?

1328
00:50:51.086 --> 00:50:51.406
Simple,

1329
00:50:51.546 --> 00:50:52.347
easy to correct.

1330
00:50:52.667 --> 00:50:55.648
And then what are some of the common mistakes?

1331
00:50:55.968 --> 00:50:56.088
No,

1332
00:50:56.208 --> 00:50:57.069
the two different things,

1333
00:50:57.109 --> 00:50:57.309
Kev.

1334
00:50:57.849 --> 00:50:59.189
So what are they just missing out?

1335
00:50:59.409 --> 00:51:02.131
And then what are some common mistakes?

1336
00:51:02.371 --> 00:51:02.591
Sure.

1337
00:51:03.591 --> 00:51:05.312
So the main thing that they're missing out,

1338
00:51:05.432 --> 00:51:06.412
like I mentioned earlier,

1339
00:51:06.512 --> 00:51:09.093
with this algorithmic update that happened last year,

1340
00:51:09.133 --> 00:51:10.834
this EEAT update,

1341
00:51:10.834 --> 00:51:11.534
as they're calling it,

1342
00:51:11.554 --> 00:51:13.095
which is expertise,

1343
00:51:13.135 --> 00:51:13.915
authoritativeness,

1344
00:51:13.935 --> 00:51:14.436
and trust.

1345
00:51:14.476 --> 00:51:17.597
I forget what the other E is because it always just used to be EAT.

1346
00:51:17.857 --> 00:51:18.877
They added a second E.

1347
00:51:19.237 --> 00:51:20.358
I don't know what it stands for.

1348
00:51:20.718 --> 00:51:21.519
I don't care.

1349
00:51:21.759 --> 00:51:27.742
But the point being is that you should be not only creating your brand on your website,

1350
00:51:27.902 --> 00:51:29.183
but throughout the internet.

1351
00:51:29.783 --> 00:51:30.244
Like if you're,

1352
00:51:30.644 --> 00:51:32.265
if you think of it from the old school days,

1353
00:51:32.685 --> 00:51:34.246
if you were a brick and mortar business,

1354
00:51:34.546 --> 00:51:37.188
you wouldn't just put a sign out front that says open for lunch.

1355
00:51:37.828 --> 00:51:43.091
You would go probably put a bunch of stuff down by a construction site because all the boys,

1356
00:51:43.091 --> 00:51:43.331
you know,

1357
00:51:43.391 --> 00:51:46.513
there might be a construction yard down the way or a contractor,

1358
00:51:46.553 --> 00:51:48.054
you go hand out menus over there.

1359
00:51:48.450 --> 00:51:50.492
They'd come in for lunch whenever they got on lunch break.

1360
00:51:51.092 --> 00:51:55.156
You would go maybe sponsor a local event for kids,

1361
00:51:55.236 --> 00:51:55.696
youth group,

1362
00:51:55.877 --> 00:51:56.297
YMCA,

1363
00:51:56.437 --> 00:51:57.098
something like that.

1364
00:51:57.418 --> 00:52:00.080
And you would provide sandwiches and then hand out business cards.

1365
00:52:00.561 --> 00:52:02.963
You want to be in as many places as possible.

1366
00:52:03.003 --> 00:52:05.125
And you want people to know that those places exist.

1367
00:52:05.365 --> 00:52:15.414
So claiming your brand on as many pages or websites that is applicable to your business as possible is going to help you to swing that.

1368
00:52:15.842 --> 00:52:19.604
That also gives you additional places where you can post content most times.

1369
00:52:19.864 --> 00:52:22.085
So like if you go claim a WordPress,

1370
00:52:22.085 --> 00:52:22.625
a blogger,

1371
00:52:22.765 --> 00:52:23.445
a Tumblr,

1372
00:52:23.765 --> 00:52:25.646
a medium.com and a Pinterest,

1373
00:52:26.407 --> 00:52:29.568
you've got four blogging platforms and an image share site.

1374
00:52:30.628 --> 00:52:32.869
And then you can go and put image you are in there.

1375
00:52:33.309 --> 00:52:36.011
And then now you've got an additional image site.

1376
00:52:36.011 --> 00:52:41.333
But everything that you're posting on your website fits into one or all of those different buckets.

1377
00:52:41.633 --> 00:52:43.414
So if you're a local business,

1378
00:52:43.534 --> 00:52:44.034
you're going to want.

1379
00:52:44.174 --> 00:52:44.835
like I said before,

1380
00:52:44.855 --> 00:52:45.735
like TripAdvisor,

1381
00:52:46.276 --> 00:52:47.156
Yelp.com,

1382
00:52:48.397 --> 00:52:50.078
maybe one of the reservation sites,

1383
00:52:50.138 --> 00:52:50.399
Resi,

1384
00:52:51.599 --> 00:52:54.141
to have your business out there so you can get more people in the door.

1385
00:52:55.242 --> 00:53:00.026
But having your brand established on all those profiles with the same information,

1386
00:53:00.126 --> 00:53:01.847
whether you're a brick and mortar business or not,

1387
00:53:02.427 --> 00:53:09.573
but having all of your pertinent information and then having links to each of those additional properties somewhere on that page.

1388
00:53:10.153 --> 00:53:10.333
Like,

1389
00:53:10.353 --> 00:53:10.553
hey,

1390
00:53:10.653 --> 00:53:11.534
here's our website.

1391
00:53:11.574 --> 00:53:14.036
but also here's every social channel we own.

1392
00:53:14.396 --> 00:53:15.937
Like they do it on YouTube brilliantly.

1393
00:53:16.117 --> 00:53:19.299
You go to the channel and then they have that little bar on the side that has,

1394
00:53:19.640 --> 00:53:19.880
you know,

1395
00:53:20.100 --> 00:53:20.660
X and

1396
00:53:21.021 --> 00:53:23.142
Facebook and blogger and all that stuff.

1397
00:53:23.522 --> 00:53:25.584
And you just add as many of those in as you can,

1398
00:53:25.644 --> 00:53:27.405
because when Google comes to look at it,

1399
00:53:27.405 --> 00:53:28.046
they will then see,

1400
00:53:28.206 --> 00:53:28.326
Oh,

1401
00:53:28.426 --> 00:53:30.107
you're also active on these other sites.

1402
00:53:30.487 --> 00:53:32.008
When was the last time you posted there?

1403
00:53:32.069 --> 00:53:32.829
What did you post?

1404
00:53:32.889 --> 00:53:33.009
Oh,

1405
00:53:33.009 --> 00:53:37.492
you posted an image with a link back to a blog post about an article or a product you just launched.

1406
00:53:37.853 --> 00:53:38.993
Let me go check that out.

1407
00:53:39.454 --> 00:53:39.574
Oh,

1408
00:53:40.138 --> 00:53:41.138
I found this keyword.

1409
00:53:41.299 --> 00:53:44.140
Now this also tells me that you had put out a press release.

1410
00:53:44.220 --> 00:53:45.280
Let me go find those.

1411
00:53:45.320 --> 00:53:50.563
And now you have this interconnected web of stuff that at any given time you hit publish,

1412
00:53:51.163 --> 00:53:52.764
and now it's showing up everywhere.

1413
00:53:53.384 --> 00:53:59.266
A great example is using AI and automation to go ahead and build out miniature podcasts.

1414
00:53:59.907 --> 00:54:01.427
So let's say I want to talk about a topic.

1415
00:54:01.467 --> 00:54:07.290
I could plug in a topic into a Google sheet that would go into an automation and something like make.com.

1416
00:54:07.570 --> 00:54:14.835
use my voice and then write me a three minute podcast episode about that topic and have it post directly to SoundCloud,

1417
00:54:15.115 --> 00:54:15.515
let's say.

1418
00:54:16.235 --> 00:54:17.036
And then on the back end,

1419
00:54:17.056 --> 00:54:19.177
I have that hook to Spotify for podcasters.

1420
00:54:19.658 --> 00:54:23.060
So now that goes to an additional 12 services that I don't have to pay attention to.

1421
00:54:23.220 --> 00:54:26.822
That's 12 additional sites that I'm now stacking keywords in.

1422
00:54:27.502 --> 00:54:28.743
that I'm spending time,

1423
00:54:29.464 --> 00:54:33.107
three minutes of coming up with topics and plugging them in and waiting for them to publish.

1424
00:54:33.867 --> 00:54:36.950
And now I've got topical relevance for every single one of those things,

1425
00:54:36.990 --> 00:54:41.313
because I have a blog or a podcast on 10 different websites.

1426
00:54:41.433 --> 00:54:45.577
And now I've got 10 different URLs that I can go rank in the search results.

1427
00:54:46.417 --> 00:54:47.819
And then now I own page one,

1428
00:54:48.199 --> 00:54:49.860
because I have 10 URLs,

1429
00:54:49.880 --> 00:54:54.244
and everybody knows 10 blue links on the homepage when you go to search for that keyword.

1430
00:54:55.385 --> 00:54:55.545
Now,

1431
00:54:56.045 --> 00:54:56.706
back in the day,

1432
00:54:58.203 --> 00:55:12.215
uh you you know this well i'm sure you know this well just about private networks we used to just spin really bad but content tons of it right right is

1433
00:55:12.235 --> 00:55:25.746
that something you not that really poor quality listening don't know what spin is norms just so that they know what that means well we would take that we would take these already crappy articles

1434
00:55:26.314 --> 00:55:31.278
And we would just turn them into variations and variations and variations.

1435
00:55:31.938 --> 00:55:32.118
Right,

1436
00:55:32.118 --> 00:55:32.679
the same thing.

1437
00:55:32.839 --> 00:55:32.979
Yeah,

1438
00:55:33.139 --> 00:55:37.262
and that one article might be written 25 times or more.

1439
00:55:38.022 --> 00:55:42.786
So I'm wondering with what you were just talking about with that three-minute spot,

1440
00:55:44.367 --> 00:55:47.169
because you're using your voice but it's artificial,

1441
00:55:48.349 --> 00:55:54.814
can you just drop in there that you want to use these 25 different keywords in these 25 different...

1442
00:55:54.974 --> 00:55:57.375
podcast and then spin it out that way.

1443
00:55:57.756 --> 00:55:57.976
Yes.

1444
00:55:58.436 --> 00:55:59.557
That's exactly what we're doing.

1445
00:55:59.557 --> 00:56:00.477
That's what you're talking about,

1446
00:56:00.537 --> 00:56:00.717
right?

1447
00:56:00.857 --> 00:56:00.977
Yep.

1448
00:56:01.157 --> 00:56:03.379
And then so every topic that I want to cover,

1449
00:56:03.679 --> 00:56:06.140
or I can pull something I've written on my website.

1450
00:56:06.360 --> 00:56:08.502
And obviously after I've gone through and edited it,

1451
00:56:09.042 --> 00:56:16.486
I can have it pull that article and have me do a talking synopsis of it and then hotlink that podcast link in that article.

1452
00:56:17.066 --> 00:56:19.388
So now that'll link out to the service and then show,

1453
00:56:19.528 --> 00:56:19.668
hey,

1454
00:56:19.708 --> 00:56:21.529
you can subscribe to this podcast,

1455
00:56:21.569 --> 00:56:23.330
which is just me talking about the blog post.

1456
00:56:23.770 --> 00:56:24.931
on these 10 services.

1457
00:56:25.652 --> 00:56:28.654
And now Google knows that every time I post something in that category,

1458
00:56:28.754 --> 00:56:35.099
that I have an audio podcast that corresponds with that that's listed on these other 10 properties that I wasn't paying attention to previously.

1459
00:56:36.581 --> 00:56:41.525
So we did that with we were doing an influencer style,

1460
00:56:44.087 --> 00:56:44.567
not event,

1461
00:56:44.607 --> 00:56:51.753
but we would post different audiences for different products that had multiple avatars.

1462
00:56:52.554 --> 00:56:52.814
And

1463
00:56:53.174 --> 00:56:55.356
This is another really great way.

1464
00:56:55.376 --> 00:56:56.637
I'm just thinking about this now.

1465
00:56:57.317 --> 00:57:03.522
So you have a product and that product might hit five different avatars.

1466
00:57:04.222 --> 00:57:07.045
You could take that podcast or take that article,

1467
00:57:07.585 --> 00:57:08.966
take the blog article,

1468
00:57:09.046 --> 00:57:10.187
turn it into a script,

1469
00:57:10.547 --> 00:57:19.314
make that script break down into five different podcast styles to your avatar.

1470
00:57:20.022 --> 00:57:40.168
and then publish it it would all have this basically the same content but worded more directly towards your avatar yeah so the personas yeah so and we were we've already been doing that with amazon with the influencer program so that we would see products and we would just change the tiktok scripts that we were writing for

1471
00:57:40.208 --> 00:57:48.370
these different uh personas yeah that's yeah exact same thing it's the same thing yeah that's uh i really wasn't thinking about that

1472
00:57:48.922 --> 00:57:53.285
But I can see a lot of different ways that you can do that quite easily and automate it easily.

1473
00:57:53.305 --> 00:57:54.286
Yeah,

1474
00:57:54.306 --> 00:57:54.946
you can do that.

1475
00:57:55.547 --> 00:58:00.710
One of the other things we're automating right now through Make and a few additional services is we're automating infographics.

1476
00:58:02.191 --> 00:58:02.992
So we have it where,

1477
00:58:03.132 --> 00:58:04.573
let's say you want to promote a product.

1478
00:58:04.993 --> 00:58:05.714
It'll go ahead,

1479
00:58:05.774 --> 00:58:07.975
do the perplexity research on that product,

1480
00:58:08.215 --> 00:58:11.978
use GPT to write up what goes in the boxes for the infographic.

1481
00:58:12.518 --> 00:58:13.739
And then at the bottom of that,

1482
00:58:13.779 --> 00:58:17.662
it actually has a hotlink or a shortlink out to that product.

1483
00:58:18.038 --> 00:58:22.041
with your company information and a little blurb about you at the bottom.

1484
00:58:22.041 --> 00:58:27.066
You can take that information and upload it into Napkin and have a really nice infographic.

1485
00:58:27.306 --> 00:58:27.546
Right.

1486
00:58:27.806 --> 00:58:31.109
And then you can upload it to the rest of the infographic platforms as well.

1487
00:58:31.269 --> 00:58:33.991
And then take the text that was on that infographic,

1488
00:58:34.472 --> 00:58:35.352
stick it in the sidebar.

1489
00:58:35.372 --> 00:58:37.694
Because although Google can kind of read images,

1490
00:58:37.814 --> 00:58:38.835
it's really not that great.

1491
00:58:39.416 --> 00:58:42.258
It's the same reason why your YouTube description has to be as long as it is.

1492
00:58:43.759 --> 00:58:44.940
Because that helps them to figure out.

1493
00:58:44.940 --> 00:58:46.702
And same thing with the transcript on YouTube.

1494
00:58:46.882 --> 00:58:49.103
If that has all the keywords and stuff in it,

1495
00:58:49.103 --> 00:58:49.883
that also helps.

1496
00:58:50.584 --> 00:58:54.225
And then you put the time codes and the transcripts too for SEO.

1497
00:58:54.685 --> 00:58:54.825
Yep.

1498
00:58:55.926 --> 00:58:56.406
Absolutely.

1499
00:58:57.246 --> 00:58:59.227
So you mentioned before when we were having a cigar,

1500
00:58:59.307 --> 00:59:05.350
speaking on YouTube that you could rank any YouTube video on the first page of Google for almost anything.

1501
00:59:05.690 --> 00:59:07.191
Can you explain how is that?

1502
00:59:07.851 --> 00:59:08.091
I mean,

1503
00:59:08.111 --> 00:59:09.792
you can't give away your exact magic sauce,

1504
00:59:09.812 --> 00:59:11.212
but what's that process like?

1505
00:59:11.212 --> 00:59:13.293
Is it creating a lot of backlinks?

1506
00:59:13.333 --> 00:59:15.334
Is that by just making sure it's.

1507
00:59:16.390 --> 00:59:30.490
optimized properly or what is what because this is something i want to do with you because norman i want to rank marketing misfits on the first page of uh of google for every every little topic that we have on all of our stuff so what what do we think we're doing

1508
00:59:30.949 --> 00:59:31.707
So there's...

1509
00:59:32.522 --> 00:59:33.402
So disclaimer,

1510
00:59:35.063 --> 00:59:35.343
you can,

1511
00:59:35.443 --> 00:59:35.743
you can,

1512
00:59:35.963 --> 00:59:37.104
but before we jump into that,

1513
00:59:37.124 --> 00:59:38.905
cause saying you can rank any YouTube video,

1514
00:59:39.245 --> 00:59:39.845
somebody should be like,

1515
00:59:39.965 --> 00:59:40.085
no,

1516
00:59:40.225 --> 00:59:41.085
and I could prove it.

1517
00:59:41.666 --> 00:59:45.687
So before we go down that rabbit hole for most longer tail videos,

1518
00:59:45.767 --> 00:59:45.987
yes,

1519
00:59:46.007 --> 00:59:47.208
you can wind up on the page.

1520
00:59:48.148 --> 00:59:50.769
You're not going to show up for payday loans or stuff like that.

1521
00:59:50.849 --> 00:59:52.070
So if it's a product,

1522
00:59:52.550 --> 00:59:54.411
if it's a service plus location,

1523
00:59:54.711 --> 00:59:55.391
stuff like that,

1524
00:59:55.591 --> 00:59:58.933
you have a better propensity to be able to do it for the shorter tail,

1525
00:59:59.433 --> 01:00:00.653
higher volume keywords.

1526
01:00:00.673 --> 01:00:01.874
It's going to take a lot more than.

1527
01:00:02.662 --> 01:00:04.123
what we were talking about to do this.

1528
01:00:05.183 --> 01:00:13.387
But what we do have is there's a number of things in YouTube that work very well for getting it to show up better.

1529
01:00:13.507 --> 01:00:15.227
So as we talked about before,

1530
01:00:15.307 --> 01:00:15.868
engagement,

1531
01:00:16.008 --> 01:00:18.729
so bounce rate and view time on the videos,

1532
01:00:19.029 --> 01:00:20.189
same as it is on webpages.

1533
01:00:20.229 --> 01:00:21.050
How long are they there?

1534
01:00:21.210 --> 01:00:21.910
What are they watching?

1535
01:00:21.930 --> 01:00:22.850
When do they drop off?

1536
01:00:24.331 --> 01:00:25.031
That's important.

1537
01:00:25.211 --> 01:00:28.593
And then the other one that's important to them is links,

1538
01:00:28.793 --> 01:00:29.493
citations,

1539
01:00:29.533 --> 01:00:30.133
and shares.

1540
01:00:31.194 --> 01:00:31.314
So...

1541
01:00:31.902 --> 01:00:35.224
I have a system that we go ahead and we do exactly that.

1542
01:00:35.824 --> 01:00:36.725
Take the URL,

1543
01:00:37.025 --> 01:00:38.105
take a few keywords,

1544
01:00:38.305 --> 01:00:41.887
and go ahead and distribute it across a network of websites that we have,

1545
01:00:42.388 --> 01:00:42.988
that we've built,

1546
01:00:43.608 --> 01:00:44.329
that do all that.

1547
01:00:44.429 --> 01:00:48.531
And then we let Google come and naturally find them and crawl them and index them and do their thing.

1548
01:00:50.312 --> 01:00:52.253
It's not an overnight process by any stretch,

1549
01:00:52.393 --> 01:00:57.416
but it will create at least the baseline to be able to make that consistent jump.

1550
01:00:57.556 --> 01:01:01.378
And then we can do additional things to the back of that to make it work.

1551
01:01:02.010 --> 01:01:02.130
So

1552
01:01:02.870 --> 01:01:04.291
Norm is probably familiar with this.

1553
01:01:04.911 --> 01:01:06.692
We've chatted about it a little bit.

1554
01:01:06.832 --> 01:01:08.393
You're familiar with Parasite SEO.

1555
01:01:08.593 --> 01:01:12.275
So using a site that's not your website in order to rank for a keyword.

1556
01:01:13.656 --> 01:01:13.776
Yeah.

1557
01:01:14.116 --> 01:01:16.877
So a thing a lot of people don't pay attention to is,

1558
01:01:16.897 --> 01:01:18.098
like I was mentioning earlier,

1559
01:01:18.538 --> 01:01:24.601
all those branded properties that you should be building out for your company for authoritativeness and trust and stuff.

1560
01:01:25.401 --> 01:01:27.162
You can build backlinks to those.

1561
01:01:28.050 --> 01:01:30.531
And those will count for actually showing up.

1562
01:01:30.551 --> 01:01:32.811
So you can power up additional things.

1563
01:01:33.031 --> 01:01:34.012
So like,

1564
01:01:34.012 --> 01:01:34.472
for example,

1565
01:01:34.572 --> 01:01:35.612
your LinkedIn profile,

1566
01:01:35.912 --> 01:01:36.692
you can power up.

1567
01:01:37.373 --> 01:01:39.273
And anytime you make a post about something like that,

1568
01:01:39.313 --> 01:01:43.414
because you are a person who is managing company XYZ,

1569
01:01:44.134 --> 01:01:46.535
every time you post about and tag company XYZ,

1570
01:01:47.155 --> 01:01:53.957
all the backlinks that are hitting your LinkedIn profile are now helping to drive company XYZ up for whatever you just wrote the content about.

1571
01:01:55.798 --> 01:01:57.098
So you can do things like that.

1572
01:01:57.514 --> 01:02:00.236
that are relatively easy.

1573
01:02:01.717 --> 01:02:02.197
Another one,

1574
01:02:02.297 --> 01:02:03.878
a lot of people don't know,

1575
01:02:03.959 --> 01:02:04.839
speaking of LinkedIn,

1576
01:02:05.239 --> 01:02:07.181
is if you have Clear,

1577
01:02:08.362 --> 01:02:09.963
the pre-check program here in the States,

1578
01:02:10.463 --> 01:02:11.224
if you have Clear,

1579
01:02:11.604 --> 01:02:15.707
you automatically get verified on LinkedIn for free if you plug in your Clear ID.

1580
01:02:16.807 --> 01:02:17.048
Really?

1581
01:02:17.388 --> 01:02:21.871
So that's another way to do the verification we were talking about earlier.

1582
01:02:22.511 --> 01:02:23.852
So to be verified as a person,

1583
01:02:24.293 --> 01:02:26.054
LinkedIn will match you to your Clear ID.

1584
01:02:26.394 --> 01:02:27.835
and then automatically give you the check.

1585
01:02:29.296 --> 01:02:30.156
They took mine away.

1586
01:02:31.157 --> 01:02:31.357
Ah.

1587
01:02:33.378 --> 01:02:34.519
Damn Clear Plus.

1588
01:02:34.839 --> 01:02:35.899
I was a comedian.

1589
01:02:36.500 --> 01:02:36.700
Yeah.

1590
01:02:37.140 --> 01:02:37.840
Just want to tell you,

1591
01:02:38.201 --> 01:02:38.321
well,

1592
01:02:38.421 --> 01:02:39.761
once you become the 51st state,

1593
01:02:39.781 --> 01:02:42.263
then maybe you can come out and do it again.

1594
01:02:43.444 --> 01:02:44.224
But until then,

1595
01:02:47.146 --> 01:02:48.186
I didn't know that about Clear.

1596
01:02:48.226 --> 01:02:54.250
I'm actually going to actually have to do that because that's a cool little technique.

1597
01:02:54.690 --> 01:02:54.810
So.

1598
01:02:55.170 --> 01:02:57.412
So basically it comes down to what you're saying is SEO.

1599
01:02:57.492 --> 01:02:58.933
It's going to come down in the future.

1600
01:02:59.673 --> 01:03:00.294
It's authority.

1601
01:03:00.474 --> 01:03:02.295
And it's the,

1602
01:03:02.555 --> 01:03:04.597
the tools are going to Google.

1603
01:03:04.637 --> 01:03:10.962
And these guys are going to figure out how to shift through the riffraff of AI.

1604
01:03:11.082 --> 01:03:15.425
Like the example you gave now of the new JavaScript enabled to see if it's human or not human.

1605
01:03:15.965 --> 01:03:16.365
They're going to be,

1606
01:03:16.526 --> 01:03:21.929
they're going to be taking steps like that because they're going to protect that $235 billion in ad revenue best they can,

1607
01:03:22.130 --> 01:03:22.510
even though.

1608
01:03:23.050 --> 01:03:26.132
their CEO has come out and said that we expect to see a downturn.

1609
01:03:26.953 --> 01:03:28.054
Right.

1610
01:03:28.174 --> 01:03:31.096
But they're going to protect that the best they can.

1611
01:03:32.737 --> 01:03:36.299
So what do you see and where's the future going with SEO?

1612
01:03:36.299 --> 01:03:43.624
Do you think it's status quo or do you think it's going to have some minor shifts or some huge shifts coming in the next few years?

1613
01:03:44.545 --> 01:03:47.987
So it's going to have its shifts like anything else.

1614
01:03:48.087 --> 01:03:49.789
There'll be your main site,

1615
01:03:49.809 --> 01:03:51.130
which will have all your stuff on it.

1616
01:03:51.190 --> 01:03:51.350
But.

1617
01:03:51.826 --> 01:03:54.827
More and more people are becoming more compartmentalized,

1618
01:03:55.087 --> 01:03:55.567
I'm seeing,

1619
01:03:55.847 --> 01:03:57.228
on social media platforms.

1620
01:03:57.868 --> 01:03:57.988
So,

1621
01:03:58.328 --> 01:03:58.488
like,

1622
01:03:58.508 --> 01:04:02.129
you've got certain groups of people that only go on Instagram,

1623
01:04:02.289 --> 01:04:04.189
and that's where they browse and that's where they buy.

1624
01:04:04.410 --> 01:04:07.670
Some people only go on TikTok for as long as that stays around,

1625
01:04:08.091 --> 01:04:09.111
and they browse and they buy.

1626
01:04:10.391 --> 01:04:15.653
But I'm finding more and more of those people are not necessarily not using websites,

1627
01:04:15.653 --> 01:04:17.153
but they're going into communities.

1628
01:04:18.153 --> 01:04:18.273
So,

1629
01:04:18.593 --> 01:04:18.733
like,

1630
01:04:18.733 --> 01:04:19.254
for example,

1631
01:04:19.754 --> 01:04:20.514
Google went ahead and…

1632
01:04:20.774 --> 01:04:21.195
and put,

1633
01:04:21.235 --> 01:04:24.057
I think it was like $50 million last year into Reddit.

1634
01:04:24.798 --> 01:04:26.600
And then mysteriously overnight,

1635
01:04:27.040 --> 01:04:30.384
all of the Reddit threads are starting to show up for keywords at the top of the page.

1636
01:04:31.076 --> 01:04:31.537
Yeah.

1637
01:04:31.897 --> 01:04:33.698
So the reason behind that,

1638
01:04:33.738 --> 01:04:40.604
and it's making sense because it's trending that way is more and more people are trusting less and less websites.

1639
01:04:41.344 --> 01:04:42.005
They want to know,

1640
01:04:42.245 --> 01:04:42.485
you know,

1641
01:04:42.505 --> 01:04:43.907
they see an ad for something.

1642
01:04:44.147 --> 01:04:46.389
They know that AI generated stuff is out there.

1643
01:04:47.489 --> 01:04:55.756
Especially you can get like these UGC videos made for like five or six bucks a pop using certain pieces of software of like a talking head holding your product and stuff nowadays.

1644
01:04:56.437 --> 01:04:56.637
Um,

1645
01:04:56.897 --> 01:04:58.899
so people are going onto these sites,

1646
01:04:58.899 --> 01:04:59.779
they're going out to Reddit,

1647
01:04:59.899 --> 01:05:00.260
Cora,

1648
01:05:00.260 --> 01:05:00.620
um,

1649
01:05:00.920 --> 01:05:03.022
They're going back onto discussion forums.

1650
01:05:03.202 --> 01:05:11.868
So all the old school forum days are coming back because people are trying to find communities of people who are like-minded about that topic and ask them a question like,

1651
01:05:11.888 --> 01:05:12.108
hey,

1652
01:05:12.288 --> 01:05:13.028
is this legit?

1653
01:05:13.068 --> 01:05:14.449
I keep seeing these ads everywhere,

1654
01:05:14.469 --> 01:05:16.751
but I think it's the same guy from this other commercial.

1655
01:05:17.251 --> 01:05:20.173
Are they doing AI-generated stuff or is this actually a product?

1656
01:05:20.193 --> 01:05:21.234
Is this a hoax or not?

1657
01:05:21.935 --> 01:05:26.257
And sometimes the brands are jumping in on those platforms and trying to respond to those.

1658
01:05:27.478 --> 01:05:29.660
So I'm seeing a lot of that type of...

1659
01:05:30.272 --> 01:05:30.932
stuff go on.

1660
01:05:30.992 --> 01:05:31.672
And I'm sure,

1661
01:05:31.852 --> 01:05:34.153
especially like with Amazon stuff and e-com,

1662
01:05:34.353 --> 01:05:38.974
that conversation obviously happens both on Amazon and then on other platforms as well.

1663
01:05:39.795 --> 01:05:41.555
I've heard it go even farther than that,

1664
01:05:42.035 --> 01:05:43.796
that in the near future,

1665
01:05:44.436 --> 01:05:45.696
so a couple of years out,

1666
01:05:47.217 --> 01:05:48.277
there won't be websites.

1667
01:05:49.137 --> 01:05:49.257
So,

1668
01:05:49.257 --> 01:05:50.418
you know,

1669
01:05:51.058 --> 01:05:52.198
and this is a guy,

1670
01:05:52.198 --> 01:05:53.078
a very good marketer,

1671
01:05:53.739 --> 01:05:54.019
Kevin,

1672
01:05:54.119 --> 01:05:55.459
I think you were there when we were talking,

1673
01:05:55.459 --> 01:05:57.139
I've been talking to him since then,

1674
01:05:57.600 --> 01:05:58.900
but he's adamant.

1675
01:05:59.548 --> 01:06:17.755
that there won't be a reason especially for local to have seo and he gave me an example of a dog walker who also has these pet other pet services doesn't have a website doesn't want a website all of her business comes off of facebook kind

1676
01:06:17.775 --> 01:06:28.940
of like what you're talking about right now so there's no need for it right so it's it's interesting but you know he was he was pretty adamant he knows the game and yeah he

1677
01:06:29.624 --> 01:06:31.005
won't invest in websites.

1678
01:06:31.386 --> 01:06:31.566
Right.

1679
01:06:31.706 --> 01:06:31.826
So,

1680
01:06:32.206 --> 01:06:33.187
and that's as of now.

1681
01:06:34.168 --> 01:06:34.288
So,

1682
01:06:34.688 --> 01:06:34.969
uh,

1683
01:06:35.529 --> 01:06:35.889
what was the,

1684
01:06:36.029 --> 01:06:36.610
there was another,

1685
01:06:36.670 --> 01:06:36.790
oh,

1686
01:06:37.250 --> 01:06:38.632
this is just kind of a comment.

1687
01:06:39.172 --> 01:06:39.392
Kevin,

1688
01:06:39.392 --> 01:06:40.853
do you remember I was on,

1689
01:06:41.014 --> 01:06:41.254
you know,

1690
01:06:41.314 --> 01:06:42.455
you invited me once,

1691
01:06:42.735 --> 01:06:42.855
uh,

1692
01:06:42.955 --> 01:06:44.216
then never invited me again,

1693
01:06:44.757 --> 01:06:44.917
but,

1694
01:06:45.117 --> 01:06:45.377
uh,

1695
01:06:45.678 --> 01:06:47.839
to helium 10 elite.

1696
01:06:50.061 --> 01:06:50.221
Yeah.

1697
01:06:50.321 --> 01:06:50.442
Yeah.

1698
01:06:50.522 --> 01:06:50.962
Yeah.

1699
01:06:50.962 --> 01:06:51.082
Yeah.

1700
01:06:51.082 --> 01:06:51.643
To use the word,

1701
01:06:51.663 --> 01:06:52.583
I couldn't invite you back.

1702
01:06:52.683 --> 01:06:52.864
Yeah.

1703
01:06:53.104 --> 01:06:53.264
Yeah.

1704
01:06:53.424 --> 01:06:53.884
That's right.

1705
01:06:53.984 --> 01:06:54.665
Very popular.

1706
01:06:55.145 --> 01:06:55.266
So

1707
01:06:56.126 --> 01:06:57.227
I wanted to show authority,

1708
01:06:57.347 --> 01:06:58.068
but this goes back.

1709
01:06:58.248 --> 01:07:15.615
2019 and uh kevin gave me no authority but so i i wanted to to show what we were doing back then with seo and i uh this was for bully sticks so very you know this

1710
01:07:15.615 --> 01:07:27.300
is competitive so i showed came up with keyword put the keyword on and uh google the search engine came down and it said amazon.com

1711
01:07:27.800 --> 01:07:43.533
amazon.ca uh chewy and then it went into press releases from three years earlier then it came down you had all the photographs for ours then there was a whole bunch that didn't look like ours but they were all influencer based more

1712
01:07:43.573 --> 01:07:56.224
press releases went to the next page we owned the first two pages with except for two spots on the second page and then it even went into the third but that's all just highly optimized author

1713
01:07:56.704 --> 01:08:11.950
authority and this is you know it ticks me off uh i'll go and i'll talk about how powerful content and press releases are and people will either think that oh i'll get a 49 press release i'll run it once and

1714
01:08:12.050 --> 01:08:24.676
oh it doesn't work right and like i can show them proof and owning the first page or the second page with now it's not necessarily

1715
01:08:25.612 --> 01:08:26.653
your website,

1716
01:08:27.073 --> 01:08:27.973
but it's your social,

1717
01:08:28.113 --> 01:08:32.595
your website and influencers and press releases and you can dominate.

1718
01:08:33.015 --> 01:08:33.195
Yeah,

1719
01:08:33.856 --> 01:08:34.356
absolutely.

1720
01:08:34.476 --> 01:08:37.958
And that's kind of what we're talking about with the Parasite SEO.

1721
01:08:37.958 --> 01:08:38.218
By the way,

1722
01:08:38.238 --> 01:08:43.980
he never invited me back even with that very impressive authority thing.

1723
01:08:44.981 --> 01:08:45.121
Yeah.

1724
01:08:45.741 --> 01:08:47.022
But that's to your point.

1725
01:08:47.082 --> 01:08:52.244
That's kind of the Parasite SEO stuff that we're talking about is how many platforms can you be active on?

1726
01:08:52.712 --> 01:08:54.253
How many places can people find you?

1727
01:08:54.293 --> 01:08:55.473
What corner of the internet?

1728
01:08:55.633 --> 01:08:56.153
Because like,

1729
01:08:56.173 --> 01:08:56.694
for example,

1730
01:08:58.034 --> 01:09:02.116
I think we had chatted through this example when we were sitting down having cigars,

1731
01:09:02.616 --> 01:09:06.778
but let's say I'm an older person living in Florida and my AC unit blows out.

1732
01:09:07.418 --> 01:09:10.079
Chances of me going to Google and typing in HVAC near me,

1733
01:09:10.499 --> 01:09:11.500
probably pretty good.

1734
01:09:12.020 --> 01:09:14.241
Am I going to click on the Google guaranteed and the ads?

1735
01:09:14.441 --> 01:09:16.802
Probably not because as an older person,

1736
01:09:17.182 --> 01:09:17.442
you know,

1737
01:09:17.502 --> 01:09:18.303
this hypothetical,

1738
01:09:18.963 --> 01:09:19.743
I don't trust that.

1739
01:09:19.843 --> 01:09:21.604
It's not a business I've seen in the real world.

1740
01:09:21.804 --> 01:09:23.366
but I know who the BBB is.

1741
01:09:24.067 --> 01:09:29.553
So I'm more likely to click on the Better Business Bureau because of my age demographic and my reluctance of using the internet.

1742
01:09:30.225 --> 01:09:32.026
because we don't get yellow pages anymore.

1743
01:09:32.867 --> 01:09:34.067
But my reluctance to use that,

1744
01:09:34.107 --> 01:09:37.309
I'm going with something that I know in my head is a verified source.

1745
01:09:37.909 --> 01:09:40.011
And I'm clicking that and I'm booking it through there.

1746
01:09:40.751 --> 01:09:44.913
So that's a perfect example of somebody who's not going to pay attention to your Google Guaranteed.

1747
01:09:45.073 --> 01:09:46.874
They're not going to pay attention to your paid ads.

1748
01:09:46.914 --> 01:09:48.555
They're not going to pay attention to your GMB.

1749
01:09:48.816 --> 01:09:50.597
And they're probably not going to visit your website.

1750
01:09:51.857 --> 01:09:53.758
But they know that the BBB exists.

1751
01:09:53.818 --> 01:09:54.799
And as a local business,

1752
01:09:54.839 --> 01:09:56.600
that's something you can have in your back pocket.

1753
01:09:56.620 --> 01:09:58.401
That's an additional place for people to find you.

1754
01:09:59.121 --> 01:10:04.525
But that's kind of what we're talking into is how widespread is your brand?

1755
01:10:04.966 --> 01:10:08.689
Thinking of what Coca-Cola does as a great example.

1756
01:10:09.029 --> 01:10:09.650
They're everywhere.

1757
01:10:10.250 --> 01:10:11.351
You know the colors.

1758
01:10:11.351 --> 01:10:12.712
You know everything.

1759
01:10:13.052 --> 01:10:14.253
They even have it where you go to

1760
01:10:14.774 --> 01:10:16.135
Star Wars Land and Disney,

1761
01:10:16.315 --> 01:10:18.497
and it doesn't quite say Coca-Cola on the bottle,

1762
01:10:18.517 --> 01:10:23.080
but you know it says Coca-Cola because they wrote it in some weird little cliff alien language thing.

1763
01:10:23.140 --> 01:10:26.183
But you know it's Coke because of the coloring and everything else.

1764
01:10:27.044 --> 01:10:28.585
And that's going to become the thing.

1765
01:10:29.849 --> 01:10:30.569
To that point,

1766
01:10:31.410 --> 01:10:32.510
on the other side of

1767
01:10:33.010 --> 01:10:35.571
SEO and getting into how this is going to evolve,

1768
01:10:36.131 --> 01:10:41.452
there are tools out there that allow you to take control of your brand on everybody else's platform.

1769
01:10:42.293 --> 01:10:44.213
So there's a tool out there called Awario,

1770
01:10:44.553 --> 01:10:45.994
A-W-A-R-I-O.

1771
01:10:47.054 --> 01:10:48.514
And it's the same tool that

1772
01:10:49.815 --> 01:10:54.196
Southwest Airlines and Disney use to manage their social media profiles.

1773
01:10:54.596 --> 01:10:55.916
But you plug in your keywords,

1774
01:10:55.956 --> 01:10:57.437
you plug in your brand information,

1775
01:10:57.477 --> 01:10:58.597
you plug in your products.

1776
01:10:59.245 --> 01:11:03.807
And it will monitor wherever people are talking about online blogs,

1777
01:11:03.947 --> 01:11:04.407
forums,

1778
01:11:04.508 --> 01:11:04.808
Reddit,

1779
01:11:05.028 --> 01:11:05.548
YouTube,

1780
01:11:05.648 --> 01:11:06.468
all the socials,

1781
01:11:07.209 --> 01:11:07.529
news,

1782
01:11:07.789 --> 01:11:13.212
news websites and allow you to have an active conversation with that user.

1783
01:11:13.492 --> 01:11:16.213
When they post it from your branded account,

1784
01:11:16.473 --> 01:11:17.834
whether it's somebody who's on your,

1785
01:11:18.634 --> 01:11:22.216
whether it's a you're a larger company and it's your C-suite or it's somebody using the,

1786
01:11:22.696 --> 01:11:24.317
the actual company brand social.

1787
01:11:24.681 --> 01:11:28.862
But having those out there and being able to engage with a user when something happens,

1788
01:11:29.362 --> 01:11:30.963
like Southwest cancels a flight,

1789
01:11:31.143 --> 01:11:32.463
somebody writes an angry tweet,

1790
01:11:32.563 --> 01:11:33.623
and 10 seconds later,

1791
01:11:34.524 --> 01:11:37.004
Southwest is responding directly to that person saying,

1792
01:11:37.024 --> 01:11:37.164
hey,

1793
01:11:37.244 --> 01:11:38.025
check your DMs,

1794
01:11:38.425 --> 01:11:39.285
we have something for you.

1795
01:11:39.945 --> 01:11:40.245
And they're,

1796
01:11:40.245 --> 01:11:40.485
you know,

1797
01:11:40.585 --> 01:11:45.067
rebooking them on the next flight and just taking care of customer service and brand management like that.

1798
01:11:45.647 --> 01:11:46.707
And I think that's where

1799
01:11:47.927 --> 01:11:50.748
SEO and a lot of the social stuff is going to start to merge.

1800
01:11:50.928 --> 01:11:53.449
It's like you have to have that presence and be trusted.

1801
01:11:53.785 --> 01:11:54.185
authority,

1802
01:11:54.666 --> 01:11:56.867
but also you have to be able to respond to customers.

1803
01:11:59.269 --> 01:12:12.578
Like it's going to be,

1804
01:12:12.779 --> 01:12:14.200
you know,

1805
01:12:14.220 --> 01:12:21.805
dual service type thing.

1806
01:12:21.925 --> 01:12:24.866
because you don't want to miss a single episode of the Marketing Misfits.

1807
01:12:25.126 --> 01:12:25.966
Have you subscribed yet,

1808
01:12:26.026 --> 01:12:26.206
Norm?

1809
01:12:26.866 --> 01:12:27.026
Well,

1810
01:12:27.086 --> 01:12:28.507
this is an old guy alert.

1811
01:12:29.127 --> 01:12:31.087
Should I subscribe to my own podcast?

1812
01:12:32.248 --> 01:12:32.468
Yeah,

1813
01:12:32.468 --> 01:12:34.188
but what if you forget to show up one time?

1814
01:12:34.188 --> 01:12:35.029
It's just me on here.

1815
01:12:35.169 --> 01:12:36.109
You're not going to know what I say.

1816
01:12:37.689 --> 01:12:39.870
I'll buy you a beard and you can sit in my chair too.

1817
01:12:40.710 --> 01:12:42.371
You can go back and forth with one another.

1818
01:12:43.771 --> 01:12:44.291
Yes.

1819
01:12:45.171 --> 01:12:47.532
But that being said,

1820
01:12:48.112 --> 01:12:49.673
don't forget to subscribe,

1821
01:12:50.453 --> 01:12:50.853
share it.

1822
01:12:51.449 --> 01:12:51.589
Oh,

1823
01:12:51.849 --> 01:12:53.431
and if you really like this content,

1824
01:12:53.951 --> 01:12:54.952
somewhere up there,

1825
01:12:55.552 --> 01:12:56.353
there's a banner.

1826
01:12:56.493 --> 01:12:57.213
Click on it,

1827
01:12:57.533 --> 01:13:00.716
and you'll go to another episode of the Marketing Misfits.

1828
01:13:01.776 --> 01:13:05.079
Make sure you don't miss a single episode because you don't want to be like Norm.

1829
01:13:05.899 --> 01:13:06.019
Oh.

1830
01:13:10.983 --> 01:13:11.103
Yeah,

1831
01:13:11.663 --> 01:13:13.004
I remember back in the day,

1832
01:13:13.885 --> 01:13:14.085
just,

1833
01:13:14.125 --> 01:13:14.586
and this goes,

1834
01:13:15.806 --> 01:13:16.187
I don't know,

1835
01:13:16.387 --> 01:13:17.508
this goes back in the

1836
01:13:18.008 --> 01:13:19.229
2000s, but just.

1837
01:13:19.549 --> 01:13:21.210
starting to monitor keywords.

1838
01:13:21.450 --> 01:13:23.951
I think we started with Hootsuite way back in the day,

1839
01:13:24.392 --> 01:13:30.175
and you would just monitor those keywords and then get involved with the tweets that were happening or wherever it was happening.

1840
01:13:30.855 --> 01:13:36.318
This sounds probably more sophisticated than the old hashtag and alert.

1841
01:13:37.219 --> 01:13:38.019
It'll do all that.

1842
01:13:38.099 --> 01:13:39.720
Plus it'll figure out brand reach,

1843
01:13:39.800 --> 01:13:42.441
number of impressions based on how you responded,

1844
01:13:42.541 --> 01:13:43.362
all that kind of stuff,

1845
01:13:43.522 --> 01:13:44.282
user sentiment.

1846
01:13:44.783 --> 01:13:48.425
But the other cool thing is that now because you can see into everybody's...

1847
01:13:49.261 --> 01:13:51.423
everybody's yard where they're talking about you,

1848
01:13:52.004 --> 01:13:57.008
you have the ability to go in there and have that conversation and drop a link or a coupon code.

1849
01:13:57.229 --> 01:14:00.011
Now you're building backlinks on these platforms in,

1850
01:14:00.211 --> 01:14:02.113
in resolving a problem with a customer.

1851
01:14:02.574 --> 01:14:04.355
And now they're going back to your site anyway.

1852
01:14:04.375 --> 01:14:08.079
So now you're dropping links everywhere that people are having conversations about you.

1853
01:14:09.080 --> 01:14:09.400
Nice.

1854
01:14:10.381 --> 01:14:10.501
Well,

1855
01:14:11.022 --> 01:14:13.204
we're getting to the end of the podcast.

1856
01:14:13.244 --> 01:14:13.384
Kev,

1857
01:14:13.384 --> 01:14:14.465
do you have any other questions?

1858
01:14:15.981 --> 01:14:16.762
I've got a bunch,

1859
01:14:16.842 --> 01:14:20.504
but we'll just have to bring him back or just have to hire him.

1860
01:14:20.584 --> 01:14:20.804
I mean,

1861
01:14:20.804 --> 01:14:25.447
if I wanted to hire you to do some of this for marketing misfits for my companies,

1862
01:14:25.647 --> 01:14:25.848
Dan,

1863
01:14:25.888 --> 01:14:26.548
how would I do that?

1864
01:14:27.180 --> 01:14:27.380
Um,

1865
01:14:27.480 --> 01:14:28.841
you can reach me on LinkedIn,

1866
01:14:29.081 --> 01:14:29.241
um,

1867
01:14:29.321 --> 01:14:31.202
or you can go to my agency website,

1868
01:14:31.202 --> 01:14:32.203
which is miss pepper,

1869
01:14:32.423 --> 01:14:33.664
M I S S pepper,

1870
01:14:33.964 --> 01:14:34.404
like this,

1871
01:14:34.584 --> 01:14:35.525
the plant.ai.

1872
01:14:35.625 --> 01:14:37.626
All right.

1873
01:14:37.806 --> 01:14:38.386
Very good.

1874
01:14:38.466 --> 01:14:42.809
Now there's one question I got to ask you at the end of every podcast,

1875
01:14:43.009 --> 01:14:45.911
we ask our misfits if they know a misfit.

1876
01:14:48.872 --> 01:14:49.192
Well,

1877
01:14:51.774 --> 01:14:55.516
if I was going to bring in a misfit for you guys.

1878
01:14:55.916 --> 01:14:58.077
I would like to recommend or nominate

1879
01:14:58.937 --> 01:14:59.617
Chris Moore.

1880
01:15:00.197 --> 01:15:01.498
Chris Moore is a,

1881
01:15:02.378 --> 01:15:03.158
to put it nicely,

1882
01:15:03.238 --> 01:15:05.319
he is a marketing kingmaker.

1883
01:15:06.099 --> 01:15:08.260
He is the type of guy that goes into a company,

1884
01:15:08.640 --> 01:15:10.060
runs special ops,

1885
01:15:10.240 --> 01:15:10.460
you know,

1886
01:15:10.460 --> 01:15:12.081
black ops type stuff in the background.

1887
01:15:12.981 --> 01:15:15.442
And in one of the companies he's working on right now,

1888
01:15:15.602 --> 01:15:18.542
they have seven X bottom line revenue in the past 12 months.

1889
01:15:19.223 --> 01:15:20.083
Wow.

1890
01:15:20.103 --> 01:15:20.263
Wow.

1891
01:15:20.763 --> 01:15:23.364
Then straight up marketing knows his stuff.

1892
01:15:24.104 --> 01:15:26.686
He's got his fingers in several different businesses,

1893
01:15:27.667 --> 01:15:30.189
but he talks a lot about consulting for equity.

1894
01:15:31.390 --> 01:15:31.650
Okay.

1895
01:15:31.891 --> 01:15:33.312
That's a good topic,

1896
01:15:33.372 --> 01:15:33.532
too.

1897
01:15:33.812 --> 01:15:33.972
Yeah.

1898
01:15:34.733 --> 01:15:35.073
Awesome.

1899
01:15:35.994 --> 01:15:36.394
All right,

1900
01:15:36.454 --> 01:15:36.674
Dan.

1901
01:15:37.075 --> 01:15:37.195
Yeah.

1902
01:15:37.395 --> 01:15:37.655
Okay.

1903
01:15:37.935 --> 01:15:38.736
I'm going to remove you,

1904
01:15:39.116 --> 01:15:40.678
but we'll come right back to you a bit later.

1905
01:15:40.958 --> 01:15:41.298
All right.

1906
01:15:41.518 --> 01:15:42.119
See you guys later.

1907
01:15:42.459 --> 01:15:42.759
All right.

1908
01:15:42.800 --> 01:15:43.540
Thanks for coming on.

1909
01:15:43.900 --> 01:15:44.281
You got it.

1910
01:15:44.481 --> 01:15:44.621
Bye,

1911
01:15:44.641 --> 01:15:44.841
guys.

1912
01:15:47.443 --> 01:15:47.684
Mr.

1913
01:15:47.744 --> 01:15:48.004
King.

1914
01:15:49.320 --> 01:15:50.580
And that time flew by.

1915
01:15:50.620 --> 01:15:51.961
I looked at the clock and I was like,

1916
01:15:52.001 --> 01:15:52.341
dang,

1917
01:15:52.461 --> 01:15:54.181
we've already been talking over an hour.

1918
01:15:54.642 --> 01:15:55.002
I know.

1919
01:15:55.142 --> 01:15:55.482
I know.

1920
01:15:56.262 --> 01:15:58.003
When you start geeking out on fun stuff,

1921
01:15:58.063 --> 01:15:58.963
on marketing stuff,

1922
01:15:59.183 --> 01:16:02.684
that time just flies.

1923
01:16:03.484 --> 01:16:03.744
You know,

1924
01:16:04.304 --> 01:16:07.225
sometimes when you're listening to something about SEO,

1925
01:16:08.265 --> 01:16:12.607
especially if you're not a geek or you don't know the technical terms,

1926
01:16:12.627 --> 01:16:16.828
your eyes kind of roll back in the bottom of your head or the back of your head.

1927
01:16:17.208 --> 01:16:18.889
You fall to the ground in the fetal position.

1928
01:16:19.189 --> 01:16:20.010
That's usually what I do.

1929
01:16:20.630 --> 01:16:23.072
But it's so interesting.

1930
01:16:23.072 --> 01:16:27.355
If you get just a small grip on any of this,

1931
01:16:28.256 --> 01:16:30.697
it can help your marketing so much.

1932
01:16:31.258 --> 01:16:32.399
And just understanding it.

1933
01:16:32.519 --> 01:16:32.699
Now,

1934
01:16:33.339 --> 01:16:34.800
we've talked about this a million times,

1935
01:16:34.920 --> 01:16:35.141
Kev,

1936
01:16:35.881 --> 01:16:37.762
that you don't have to be an expert in it.

1937
01:16:38.403 --> 01:16:39.744
You just need to understand it.

1938
01:16:39.744 --> 01:16:45.688
And then you can go hire experts like Dan to get the job done and get it done really well.

1939
01:16:46.388 --> 01:16:46.628
I mean,

1940
01:16:46.668 --> 01:16:47.089
we'll probably,

1941
01:16:47.129 --> 01:16:47.369
I mean,

1942
01:16:47.389 --> 01:16:50.551
I'm sure marketing misfits and dragonfish is going to be using Dan for,

1943
01:16:51.031 --> 01:16:51.732
for several things.

1944
01:16:51.752 --> 01:16:51.972
I mean,

1945
01:16:51.992 --> 01:16:52.372
so it's,

1946
01:16:52.872 --> 01:16:53.033
it's,

1947
01:16:53.493 --> 01:16:53.753
I mean,

1948
01:16:54.133 --> 01:16:56.835
you and I know quite a bit and we've been around the block a few times,

1949
01:16:56.895 --> 01:16:58.056
but we're,

1950
01:16:58.056 --> 01:17:02.339
we're not experts in everything and not living and breathing it day in,

1951
01:17:02.399 --> 01:17:02.759
day out.

1952
01:17:02.799 --> 01:17:03.940
Like someone like Dan is,

1953
01:17:03.960 --> 01:17:06.882
that's on top of just like that latest thing with Google that,

1954
01:17:06.882 --> 01:17:07.122
you know,

1955
01:17:07.262 --> 01:17:09.784
he brought up with the JavaScript thing.

1956
01:17:10.144 --> 01:17:10.605
We would have,

1957
01:17:10.605 --> 01:17:15.048
we didn't have any idea that we're not following that world as closely as he is.

1958
01:17:15.068 --> 01:17:15.508
And so that.

1959
01:17:16.720 --> 01:17:36.015
don't be afraid to reach out and actually hire people like this and when it comes to seo it's one of the most important things that's probably underutilized by a lot of people uh and it is something that's not short term just like he said you know i'm ranking the youtube it's not something you're going to see immediate results for so so that's why a lot of people don't

1960
01:17:36.035 --> 01:17:41.620
do it they they'd rather spend that money on ads on facebook or on social media and see it on

1961
01:17:41.968 --> 01:17:45.749
an ROI or a ROAS really quickly and know if it's working or not on

1962
01:17:46.089 --> 01:17:48.390
SEO, it can be six months,

1963
01:17:48.550 --> 01:17:48.950
eight months,

1964
01:17:49.010 --> 01:17:49.370
10 months,

1965
01:17:49.390 --> 01:17:51.871
a year sometimes before it really starts kicking in.

1966
01:17:52.471 --> 01:18:00.373
And it's hard for some people to make that commitment and to be consistent and to keep that up with a payday that's a year down the road.

1967
01:18:01.694 --> 01:18:05.495
I've had guys or people that we've done work with,

1968
01:18:05.535 --> 01:18:07.195
and as soon as they become successful,

1969
01:18:08.416 --> 01:18:09.016
they stop.

1970
01:18:09.564 --> 01:18:11.445
So it might be eight months into it and they,

1971
01:18:11.666 --> 01:18:11.846
oh,

1972
01:18:11.926 --> 01:18:12.666
we're successful.

1973
01:18:13.047 --> 01:18:18.771
It's just going to be constantly optimizing or constantly going to be providing backlinks.

1974
01:18:19.071 --> 01:18:20.492
They stop and they tank.

1975
01:18:21.413 --> 01:18:22.854
So if you start it,

1976
01:18:23.775 --> 01:18:24.716
you're just going to waste your money.

1977
01:18:24.816 --> 01:18:26.317
It's part of your marketing.

1978
01:18:26.337 --> 01:18:26.997
I mean,

1979
01:18:27.037 --> 01:18:31.601
SEO should be a key part of your marketing and a key part where you put the money in.

1980
01:18:31.661 --> 01:18:33.142
And just like you said with Coca-Cola,

1981
01:18:33.803 --> 01:18:35.144
Coca-Cola still spends money.

1982
01:18:36.044 --> 01:18:37.105
Everybody knows Coke in the world.

1983
01:18:37.105 --> 01:18:38.745
It's one of the most recognized brands,

1984
01:18:39.266 --> 01:18:41.307
if not the most recognized in the entire world.

1985
01:18:41.807 --> 01:18:43.408
But they're still running ads on the Super Bowl.

1986
01:18:43.428 --> 01:18:51.311
They're still doing sponsoring events and still doing things because you've got to stay there on top of mind and remind people that you exist.

1987
01:18:51.611 --> 01:18:55.693
And SEO is exactly one of those types of things.

1988
01:18:56.894 --> 01:18:57.374
Okay.

1989
01:18:57.934 --> 01:18:58.215
Well,

1990
01:18:58.455 --> 01:18:59.215
enough said.

1991
01:18:59.755 --> 01:19:00.516
I think that's it,

1992
01:19:00.576 --> 01:19:00.876
Mr.

1993
01:19:00.916 --> 01:19:01.136
King.

1994
01:19:01.704 --> 01:19:01.844
Yeah,

1995
01:19:02.905 --> 01:19:03.926
that's all for this time.

1996
01:19:03.926 --> 01:19:05.527
So if you like this episode,

1997
01:19:05.527 --> 01:19:06.327
be sure to share it.

1998
01:19:08.008 --> 01:19:08.689
Just like he said,

1999
01:19:09.429 --> 01:19:11.070
make sure you share this episode.

2000
01:19:11.290 --> 01:19:12.051
Don't just like it.

2001
01:19:12.371 --> 01:19:13.071
You can do that too,

2002
01:19:13.131 --> 01:19:14.052
but share it with somebody.

2003
01:19:15.113 --> 01:19:15.673
Repost it.

2004
01:19:16.073 --> 01:19:20.116
Feel free to grab the share link there and repost it on your own social media.

2005
01:19:20.116 --> 01:19:20.956
Ring the bloody bell.

2006
01:19:21.857 --> 01:19:22.697
Ring the bell and say,

2007
01:19:22.737 --> 01:19:22.878
hey,

2008
01:19:22.898 --> 01:19:23.838
you got to check this out.

2009
01:19:23.878 --> 01:19:24.919
Check out the Marketing Misfits.

2010
01:19:24.919 --> 01:19:25.599
This is cool.

2011
01:19:26.100 --> 01:19:26.640
This is cool.

2012
01:19:28.113 --> 01:19:29.754
Norm even wears diapers sometimes.

2013
01:19:30.175 --> 01:19:31.176
Sometimes.

2014
01:19:31.376 --> 01:19:31.856
Sometimes.

2015
01:19:32.357 --> 01:19:36.140
Because he did say he's old and I can't stay for an hour.

2016
01:19:36.420 --> 01:19:36.720
You know,

2017
01:19:36.700 --> 01:19:38.342
I got to usually shut off the camera.

2018
01:19:38.342 --> 01:19:42.565
I told you to quit drinking those Coke Zeros before we sit down for these hour-long things.

2019
01:19:43.947 --> 01:19:45.308
Men make this work.

2020
01:19:45.548 --> 01:19:46.549
They don't care.

2021
01:19:48.671 --> 01:19:48.951
All right,

2022
01:19:48.991 --> 01:19:49.431
everybody.

2023
01:19:49.832 --> 01:19:49.952
Oh,

2024
01:19:50.052 --> 01:19:50.472
by the way,

2025
01:19:50.852 --> 01:19:52.094
where can people check us out?

2026
01:19:52.554 --> 01:19:54.836
It's marketingmisfits.com.

2027
01:19:56.472 --> 01:19:57.493
Let me check my paper.

2028
01:19:57.493 --> 01:19:57.553
Oh,

2029
01:19:57.553 --> 01:19:58.533
it's not CEO.

2030
01:19:59.174 --> 01:20:00.435
Not CEO.

2031
01:20:01.115 --> 01:20:01.235
Yeah,

2032
01:20:01.255 --> 01:20:02.496
marketinglistlets.co.

2033
01:20:03.436 --> 01:20:07.699
Check us out there and be sure to check out a new episode every single Tuesday.

2034
01:20:07.759 --> 01:20:08.839
We'll be back again next week.

2035
01:20:09.900 --> 01:20:10.260
See you.

2036
01:20:10.861 --> 01:20:11.121
See ya.