Five years ago it may have sounded like Science fiction but nowadays Google can Make a call to your hairstylist and book Your next appointment without the Hairstylist – even realizing that they Are talking to a machine I also regularly ask my phone to play The music I like turn the lights on or Off turn the temperature up Tell me what’s coming out in my day and All of that is answer automatically by Google and other services like Syria et Cetera so yes a is part of our daily Life right now it’s only going to ramp Up from here actually according to a Conservative estimate by 2030 400 million jobs will be lost to AI and Automation so I guess it’s only Legitimate to ask what is the impact of AI going to be on the SEO online Marketing and online business industry And that’s exactly what we’re going to Be doing today so let’s get started [Music] Welcome to the e’terica podcast everyone I am your host Garrett and together with My co-founder Marc we are going to be Talking about how a is going to be Affecting the world of online marketing And SEO specifically because that’s Something we talk a lot about so welcome To podcast Marc and I know we didn’t Write it in the interval how’s it going It’s going good as always thanks for
Asking appreciate that I’m here to the Show by the way there’s always this like Awkward intro where it feels like hey Marc how are you today and I’m a Fantastic girl and then we move on with Our lives That’s how British people do know like When they meet each other it’s like That’s I know we avoid eye contact so we Don’t have to have this interaction That’s that standard operating procedure So anyway we are actually going to be Talking about AI and how it could be Impacting the world of online marketing As I said in the print roll up to 400 Million jobs will be replaced by air and Automation in less than 10 years According to prediction of you say that Can vary a lot some predictions go all The way to 800 million jobs some a lot More conservative as well so you’ve got To be careful with that we’ve been doing Online marketing for more than ten years Now so I would hate for computer to Replace me at this fight so we’re going To talk about how things could change Etc and we’re gonna try to like give you A no-bullshit version of that like just Just how we feel based on what we’re Seeing is well we’re gonna try to not Hype it up I hate going all science Fiction and stuff I know people love Getting excited by new technologies but It’s often overwhelming I mean like
People expect it to have you know flying Cows in year 2000 couple years ago and Like here we go like we have no no Frank Cows on things so let’s be realistic on This what’s your take on this Marc so I Think that there are a lot of opinions Out there by various people of different Sort of stature and I think it’s really Important to take all of them with a Massive pinch of salt as you said before People were predicting flying cars and The year where our robust You know remember the Jetsons TV show From from when you’re working I do have A robot vacuum cleaner though yeah well It’s a little bit different from Davi yeah it’s a bit underwhelming Compared to that vision I agree yeah Yeah so and it did knock my microphone Down as all the other day just went into It into this time and just like Completely knocked down and I had to Rebuy pcs for that’s the I in artificial Intelligence that I guess I mean a lot Of what we were talking today about Today though is trying to kind of make It a bit more practical and like what’s What’s likely or what’s possible to Happen in the near future you know we Can speculate about five hundred years From now what’s gonna all the crazy Stuff that’s gonna happen but most Likely we’re just gonna be way off Anyway okay about what’s gonna happen
Though Toki about what’s gonna happen Here’s what I’m gonna tell you what’s Gonna happen right now it’s like I Expect people if they enjoy this kind of Content to go below and click on the Subscribe button if they on youtube if You are not following the podcast on YouTube yet we still do the audio Version so if you like to listen to it In your car let’s turn on Spotify was Telling SoundCloud with some Google Podcast we’re still on iTunes Not even I choose anymore Apple podcast But we also do a video version and we Actually live on the chat when we Release it so if you’re live on the chat Hey everyone I’m on your Tony Hawk Account and Mark is on his account and We would love it if you clicked on the Subscribe button below Gather together so like give us a Comment below as well helps to Essentially the SEO of the other Podcasts it helps it grow it’s done Really well on YouTube so far so thank You everyone I join YouTube it’s been Quite fun you get to enjoy mark and i’s Amazingly beautiful face and get amazed By it usually what we say is more Interesting than our faces but there’s Still some cool stuff we try to also add Some visual elements to it when we talk About stuff etc so we working on that And thank you for everyone so before we
Get going I just wanted to point that Out but mark you can take it back Forgot where I was going until you told Me I had a face for podcasting that you Shouldn’t go too crazy that my vacuum Cleaner is a slightly underwhelming yeah Yeah so when you win a lot of people Hear the word artificial intelligence They think of oh that’s something which Is going to happen in the future Terminator when in reality yes guy now In reality it’s something which is Happening now and has been happening for Decades already just kind of in Different ways and to different degrees And as with most revolutionary things in Life it’s often viewed through the lens Of history as okay there was like before Cars and after cars or before railways And after railways or before internet And after Internet but in reality it Took a long time decades for the Internet to gain penetration and to gain Widespread usability and yes it changed A few things quite quickly But most things took quite a long time The rate changes much more gradual Gradual as anyone living through it Waiting patiently to get broadband Internet back in the 90s will attest to And I think we will kind of see the same Dynamic play out through AI as it’s Called and and how that can impacts our Daily lives so it already is and we will
See it continue to possibly an Increasing probably an increasing pace But it’s not going to be this kind of Cliff edge that you know the whole world Just changes overnight yeah I agree I Mean I think the world has changed Massively through like smartphones etc I Think it’d be good to like give a few Examples of like where AI is right now And how industry like how it is in People’s life and overall what it is What is behind that creation yeah Because I think a lot of hype is put Behind that term as well especially in Terms of marketing people have AI Everywhere where it’s just like a basic If these damn that type of logic I kind Of annoys me I hate it at it in the in The link whisperer review I think and And so yeah but for example I use a Workout app that actually based on all The history of the weights I’ve done the Reps I’ve done and also a question I do At the beginning of my workout asking Like how well I slept how stressed I am Like how well I ate and stuff like that Actually calculates the ideal weights And reps for me to do for like the Workout um that is an illustration of Like what AI is today I think it’s like It’s it’s not perfect and to be honest You could break down the logic pretty Easily and like it’s quite conceivable To understand what it’s doing what it’s
Doing it for me I don’t have to think About it and That’s why I does today it works also For like you assistant for example if You ask it what’s in your on your Calendar today is gonna tell you like When you have a free time this is gonna Read your calendar look at the three Times and say hey you can take an Appointment at 4 p.m. and then psych That’s the kind of stuff a I ease around As well AI is also a lot in ad networks Facebook Twitter etc all the social Networks it’s made so that it shows you More stuff that you like etc I mean you See like you go on YouTube you click on Three videos about whatever and your Whole YouTube feed is taken over by Similar videos or by videos by similar Creators etc is just figuring out what You’re likely to like based on the stats Of people like that like these videos as Well so it’s like AI is already Everywhere it’s all you also you know um The tax systems in France are starting To use it as well to like crawl social Media and actually look if look at the How much you declared your income is and Where your lifestyle looks like so you Know area is gonna be used by Governments as well etc any other Examples that you want to to give all Examples of what is not a I call it to You so if you actually go back 50 years
When computers were starting to become Popular AI back then was termed as like Any task done by a computer that human Would have to use some form of Intelligence to accomplish that’s Obviously a very wide range of Possibilities there would you say the Calculator app on your computer is AI I Guess maybe back in the day that they May have but I probably wouldn’t think Of it and those those terms today Something like you know the Facebook Ads Algorithm or the Google search algorithm Or your workout app yeah I mean that’s That’s those artificial intelligence Most likely where you have to be a Little bit cautious as as you pointed Out before companies using the word AI To present their product as hey this is Something revolutionary we’ve developed This artificial intelligence which can Do something which we couldn’t do before That’s the the Brat of the brand or the Kind of impact they’re trying to create By using the word AI in there too They’re in their software when in fact It may just be as you said it very Simple if if this then that type Calculation with your workout app for Example how do you know that the Algorithm is is good I mean are they Measuring the the results that everyone Who’s using it is getting and then using That to improve the algorithm or is it
Just this really simple coded thing it’s A mix of data and China’s actually yeah So I mean the the problem with something Like that is that you don’t know whether The what the information in the Algorithm is giving you is reliable it’s Good is that the optimal solution or Have they coded it correctly to learn Based on what people are doing and what Results are getting it’s something like Workouts you’re relying on people to Give you ongoing information and that’s Inherently an inaccurate and stuff so There’s all sorts of issues issues there And where I think we’ll get on to later In the show is talking about data who Owns the data and how important it is And why that’s that’s so important Because all of this crazy AI stuff that You you hear about in kind of podcasts And newspapers and whatnot it really Relies on lots and lots of different Input data so if you remember this Cambridge analytical scandal that came Out of a Facebook awhile back they Figured out that they could calculate How someone was going to vote in the US Based on 14 likes so if they if they Knew 14 things that that person liked on Facebook or maybe 91914 I can’t remember They could calculate with a very high Accuracy how you’re going to vote and The way they were gonna the way they Were able to measure that is because
They they knew what all these people Liked and they could survey them and Figure out how they voted they could They could look for data in various ways And so they could train their algorithm Based on that and so they became very Very astute that kind of understanding Those those kinds of things so if just 14 pieces of information will tell you That and Google Facebook Amazon all These companies have billions of points Of data about you everything you’ve Searched for everyone you’ve interact With Interacted with everywhere you’ve been Everything you’ve liked everything you Said Amazon Alexa all of this story do you Know yeah you know you wear your Fitbit Your heart rate over time and how that How that happened how that changed when You’re in certain situations like they Can start really predicting some amazing And kind of like personally invasive Things so yeah yeah interesting kind of Phenomena but I think we need to get Into how this is actually gonna affect SEO is rather than the futurology reddit This is this is for the philosophy Podcast so we will be putting that on The other hypothetical feed that we will One day have but like we’re gonna do two Paths right so there’s basically two Paths to a co-write there’s one Welland
Is Google and on the other end there’s The people that try to optimize to rank On Google so we’re gonna be doing these Two phases the first one is how a AI is Going to be changing Google because if We don’t really think about that then We’re gonna be thinking on how AI is Gonna help for Google today but it’s Kind of stupid because by the time we Develop Google to like a iPhone Google Today in terms of tools then we already In Google of tomorrow which is actually Already different and so we’re just not In phase it’s like you can’t just look At Google to be like oh yeah we can do This you also need to see where Google’s Going so you’re going kind of in the Same direction and so I think it’s quite Important to talk about Google first Even though you’re probably more Interested about like what you’re gonna Be able to do as a person so that’s the Second part we’re gonna do is but let’s First start with Google because I think It’s quite important to do it that way So I think the first thing that I want To think about is like there’s a lot of Stupid rules In terms of SEO right it’s like I mean We see how well things like even suffers You even a keyword density cube like Putting the keyword in your title tag And your age ones and you know bolding Stuff and doing our tags etc it feels
Like pre-historical to me all these Rules in SEO it feels like it’s not Really I mean it’s in nobody’s interest In the sense that like it doesn’t add Any value If you if you’re really good at putting Your keyword in your title tag it just Helps the robot understand what the Condom is about so it shows it Prominently for that keyword which That’s the value adds but for the end User from human to human as a search Engine optimizer I’m adding no value to Humans whatsoever when I’m optimizing For my keywords on my page I’m only Adding value to Google’s job and making Easier and I do think that is a big part That Google is going to be working on It’s going to be essentially you know Getting better understanding concepts Etc and we see it more and more like the Exact keyword in title tag is not as Prominent as it used to be a few years Ago and so on I still honestly still Kind of shitty it’s a surface kind of For historical but I do think there is Going to be a huge phase-out of these Like you know historical factors that Have mattered a lot but eventually I’m Just not adding any kind of value to Other humans I think the problem I think Google can already do all this stuff but The problem is mass processing all that Data because I think and that’s one
Thing that I want to talk about is it’s Very it’s very expensive to process all That data and I don’t think it’s always Worth it especially for free service Like Google search right because the Only way Google makes money from search Is selling ads on top and collecting Data it’s kind of like the two ways to Make money and a lot of queries just Don’t have a lot of AdWords etc like a Lot of a lot of queries do like you know Like very commercial queries but like It’s it’s a small section of queries and A big section of queries informational Stuff etc doesn’t get nearly as much AdWords competition because nobody’s Looking to buy anything and so nobody’s Willing to bid for these keywords etc And and and Google’s just not Willingness even if it’s technically Possible maybe it was not willing Necessary to yet put the amount of Processing power behind processing these Queries in a more refined way and it’s Actually a concept that was introduced By Charles flows to me actually when we Were talking about the Eata date and he Was like yeah I think it’s just Google Like implementing higher level of AI on Queries that just have more value or are More prone to create problems for Google Like for example the medical It’s like if there is poor advice on Heart attacks and it ranks on page one
That it’s gonna kill off people and People are gonna blame Google so it was Probably willing to put some resources Behind that to not get in trouble However if you’re looking for the best Black beans brownie recipe there’s much Money behind in that query and is it Really worth putting a lot of a lot of Expensive processing resources at this Point behind stories it’s also does an Interesting comparison if we go back to What you said about your your weight Weightlifting app because for certain Topic certain areas such as medical Advice although it’s not necessarily Possible to measure the output as to Whether that article helped someone get Better and all from Google’s perspective Unless like you have googled fit or Whatever else plugged in but like that’s Probably decades away from all that Combining together but rather with Something like met with medicine you Know you have Google Scholar where They’re all these research papers and I Guess falsifiable records of trust as in Terms of like what is true what is not True in the medical world right so this Exists online and they may be Contradictory to each other but if you Look at all of them as a whole which Google is able to do again Google Scholar and all that then it can maybe Make an assumption about whether a no
Orange juice really does cure cancer or Not because it’s most likely they’ve Been studied at some point and and you Know that’s an extreme example it’s kind Of obvious but you go into some of the More debatable issues you know around Vaccines and stuff vaccines yeah exactly Yeah very current issue right now I Guess my point is that it’s they have This like extra set of data about like What’s correct what’s incorrect Very difficult to get that kind of Bearing when with something like recipes So how would Google ever know whether Which of these 10 chocolate brownie Recipes you know it’s really hard from a Data perspective probably it’s going to Be very daunting data you know exactly Yeah and and it’s when we fall back onto This primitive level as well I guess but Yeah and and i think overall like it Makes no sense for a company that makes $0 on some curries to try to improve Queries where they have no competition Regardless even if someone wants to buy Advertising for these cues I mean before like you can write on Being but you’re not gonna get out of Traffic so it’s like there’s absolutely No incentive for them to like deploy That but I think that they will still Eventually figure out like basically the AI is gonna develop to like understand Meanings more I mean it’s what we’re
Trying to do is knowledge graph for Example like sseeing topics etc and Eventually we’re gonna get I don’t think We’ll ever get to like meaning or at Least maybe not in our lifetime Something but we will get closer to Understanding that and then like it’s Kind of like [ __ ] factors like Putting your exact keywords here and There etc probably will matter less of Like for all the futurologists out there I I mean I think we will get to a point Where it understands meaning I’m pretty Sure that will be in our lifetime I Think all of these questions we’re Talking about even the far future Hypothetical ones they’re all a case of When rather than if something will will Happen yeah let’s see let’s see Take the vets so we talked about a high Scale vodka I think another thing that’s Going to change things a little bit in The immediate future is 5g actually I Think 5g is coming up and we’re getting Gigabits per second internet on our Phones and I think what is going to do Is going to change the way people Interact with search so for example if You use a Google pixel phone or a 1 plus Phone or samsung phone I think you have A utility that’s baked in your camera Called Google lens and Google lens Allows you to point at a landmark to Point out a dish
For a dog or something like that and He’s going to analyze what’s on your Camera and give you contextual Information based on that so when I Point google lens to my dog it tells me Which breed it is and recognizes it Every single time actually when I Pointed out the Budapest Parliament then It’s going to like pop up the Wikipedia Page and let me read about that etc the Problem with google answer is it’s slow And it’s not like it takes a while like You click on it it’s like kind of like Loading for five seconds and then and Then maybe you’ll get the data it’s like It’s too annoying to be properly use but Something like 5g will most likely solve That because you’ll get instant upload Very low latency and return provided the Service can process it fast enough and That means that you’ll just be able to Like take your phone and just point that Stuff and just like get data like that As you go around so like let’s say You’re traveling to a new city and you Want to pick a restaurant maybe you will Not get the Google pack anymore maybe You’ll just be pointing at the folk of The restaurants like that and get the Data so I think something like that it’s Quite likely to work better the Google Assistant as well will be able to cache Data and upload and download stuff in The background like gigs of data about
You on your phone and what it does it You’ll be much more conversational with It so you be like hey hey Google what Time is it Allah what time is it in New York and when can I get a flight to me Miami from there by the way I would like To book a hotel that’s at least 15 is From the from the airport or something a Dress will do all that one so I’ll be Able to like pick all of that and you Won’t have to like go through these Types etc so five you will change a Little bit the way people interact with Search and what that means I believe is They will either be more searches per User so people will search more and use Google more or some text searches on Your phone will be replaced by either Lens or voice searches so I think there Would be a little bit of increase there Anything else you think that Google will Change with AI yeah so something kind of Quite relevant at the moment I think This is in the very near future Featured snippets so those have been Introduced relatively recently And lots of opinions about whether They’re good or not One thing we do know is that they’re Likely here to stay barring any kind of Crazy new laws or whatever but Essentially this is Google providing the Answer taking the answer that it thinks Is best from your website displaying on
The search engine results page so that People get the answer they’re looking For and in some cases many cases they Have no needs to actually visit your Website so this creates a number of Issues for for website owners because if You were trying to compete for that Feature sniff it then you are not going To get much traffic in most cases so I Think what we’ve seen is phase one of That and there are many directions that This kid could go think for example a Keyword like best computer mouse if I Search for that it’s gonna show me General results for what is the the best Mouse overall but Google or what Wherever I’m searching for this if they Have more data on me what I’ve done in The past how I use my computer they may Be able to take lots more data points And integrate all that instantly so Think for example if I’m browsing Google And it knows how I’m using like where I’m moving my mouse to the search button Or something like that it may be they May have have an algorithm that can Detect whether I’m right or left handed Based on the pattern of my mouse Movement and then show right or left Handed Mouse’s and mice and then they May also have Bank feed data or some Kind of data on whenever I should gonna Fall from my Google Wallet like how much I make or how much I spend on various
Things and it may show me budget options Or it may show me high-end options It may through the some kind of like Gaming interface or what games I’m Playing I don’t know how I would know That but it may have Google stadia Apparently it may be able to know if I’m A gamer or if I’m using more like office Applications like Google sheets or Google Docs May then show me better my suited Towards that kind of environment so and None of these things are like crazy far In the future I mean you could imagine Some people doing most of that well Right now really now the trick with that Is executing it in such a way that it Still makes sense so it’s still quite Difficult and I don’t think Google’s Quite there yet in terms of taking a Query like that and kind of dynamically Creating essentially its own best X or Y Article in the syrup pooled for a mother Pulled from maybe a mix of other I just Don’t think it’s also resources again It’s one it’s not all the resources and Two it would freak people out I think This privacy problem couple couple Things so the resource issue you may be Right I don’t have much understanding of Big data processing where I think what I Do know is that this is at Moore’s law Which is like computing processing and Getting roughly doubles every year and a
Half or thereabout so it’s you know Exponentially getting more powerful your Phone is a million times more powerful Than the NASA computer that sent some of The moon or something crazy like that Anyway that means that it’s again it’s Not a case of is it worth the resources It’s like when will they leave enough That it’s like just a no-brainer to Gonna do that so and then the privacy One that is of course like a big issue We’re already faced at though with with Facebook ads so do you want completely Untargeted Facebook ads that are just Above most likely no interest to you or Do you want hyper targeted ads of Products that you would find really Useful well if the products are [ __ ] and You know they’re all scammy and stuff You definitely don’t want that and you Know oh no that’s my privacy but if the Products are actually good and you think Oh actually I that’s exactly what I need How did you know then there’s an Argument to be say that that’s that’s Maybe a good thing so this is like a This is this is one of one of the Debates of this century and I don’t want To spend too much time on this as well So I think I think Like we gave an idea you know what I Mean like we’re getting off and we’re Still not going back to the SEO stuff so I think it like gives you an idea of
Like what we seen Google’s going I do think everything we have from Google today will still be around to Some extent it might be useless they Might be all like it might just stay the Same like you know a lot of new things Like Google introduces does not reduce Like the number of desktop searches or Something it just makes people search For more stuff for like their computers More etc like in different occasions When they’re driving or something Exactly so it’s like it’s you should not See always see this is like a Replacement even if the audience that is Connected to inter and by stuff it’s not Increasing as much as it used to at some Point the number of searches are not the Usage of these heavy users is always Increasing so that’s basically giving You an idea of although I think it’s Important to contextualize that where Google’s going at least from what we Know and from what we’ve seen so that we Can start talking about what a series Will be able to do and how things will Be happening etc so that’s what we’re Gonna do now is going to be a much Bigger part and it’s gonna concern you As a website owner and we’re talking Here about the kind of very near future You know this year next year the next Five years maybe ten years so actually An example of AI that I didn’t give but
I think Google will be pushing more on Is I don’t know if you’ve seen but when You use Google Analytics now they have This kind of like assistant on the side And you can type questions in it so you Can be like how many people from India Became leads yesterday for example and It’s going to compute the data you have And figure that out for example so That’s that’s an example of and I’d like Died is one thing that I think will be Quite helpful with SEO like analytics Has always been complicated for people It’s you still serve your goal tracking So it’s kind of like the painful part But once you have that Google actually Google is also providing us with tools That are powered by AI to do better Decisions and if you haven’t tried it Honestly go and try it it’s kind of Freaky they have like pre-populated Questions so if you don’t know what to Ask it just go there and like there will Be a bunch of them that you can try it Would just like crunch the numbers for You and just give you like a plain text Answer which is kind of amazing Kind of like having an analytics Consultant for free so that’s one thing That I think will happen well I think One thing that people have been ignoring That has started happening already is Competitive analysis and how competitive And is this project first of all let’s
Look at it from the queued research Point of view right um like I use almost Exclusively the traffic metric from 8 Revs to page to pick yours now Like I don’t use search volume I don’t Use CPC I don’t use any of that address Use search intent like are people likely To buy when you type this curry and That’s still kind of like a gut feeling Thing this one or like how can i angle These pieces I can sell stuff together With looking at the pages that ring for A curry and a truss gives me an Aggregated number that is an estimate of The search traffic that page gets across All longtail variations of all keywords And figure that out and that has Completely changed the game for me on How the keyword research I’m quite Amazed that not more people talk about This it is actually also on elusiveness So if you kind of like now it will Suggest this paid I think it’s 9 bucks a Month or something but they actually Have that traffic data as well and to me That’s been one of the biggest Game-changer and I do think that it’s Going to the SEO tools are going to be Pushing that way and SEO is going to be Very much about looking at what your Computers do on an incredible level so For example I think that one thing that Will start happening and honestly I’m Surprised a ship’s hasn’t worked on it
Yet because the qx1 is more than 2 years Old is helping you put content hubs Together and no problem with keyword Tools is that kind of done by this point So like let’s say you type hair dryer in A in a keyword tool that was gonna color Is just like a gazillion keywords with This hair dryer in it like a hair dryer For curly hair and hair dryer for short Hair like hair dryer that is not too hot Hair dryer that also is a curling iron Whatever it is like You might be searching for but I would Say hair dryer almost every single time Unless you do get like also rainfall but I think that that meaning part that Google like we mentioned Google might Get I think your tools will also work on That with through an LP etc essentially Figure out the concepts that go together So if you talk about hair dryer then They might what I would love is I would Loved the Kyoto to come up with like a Support content ideas that are good like Maybe what happens to your hair if you Like dry them too much for example or Like if you like if you don’t dry them Versus drying them what is the Difference between an ionizer hair dryer All actually is ionisers to to dry your Hair without saying hair dryer in a key World right and I think these qo tools Will eventually come with these kind of Ideas and actually there’s a company
That’s attempting to do that right now Its market muse I tried actually signed Up to the trial for a resigner for the Trial for this podcast and I wasn’t very Impressed to be honest at this point Like I wasn’t I see what they’re trying To do and I’ll put a screenshot on the Video here but I haven’t be very Impressed but they’re essentially trying To do that so I think that it can even Go all the way to keyword tools figuring Out sections for you like figuring out The whole architecture of like you want To talk about how dryers this is all the Pages that you should have if you want To be deemed relevant by search engines For hair dryers so kind of like almost Building size structures etc anything Else are on the same cues like you think That surfer type tools and keyword tool Yeah but for like sites for multiple Pages right so you think that those will Be like essentially merge into one one Thing hmm It’s not like sofa is really like how do You structure that one page right like You give a page you give a keyword so I Was like okay I’m gonna look at all the Pages that rank for it here’s everything They have in common you should do this Right which is quite interesting but as We both know when you build is kind of Like logical hubs and you grow the Relevancy of your site for a topic so
And and you really Through a single page I mean if your Single page gets a lot of links maybe But very often it happens through a Content hub so it is going to be like You know between 5 and 50 pages that say For common health well I’d like the Keyword tools to look at is here’s the Page like let’s say I type best hair Dryer for four dogs And so I take this hair dryer for dogs And and what the cute tool does is it Goes and find all the page all the all The sites that rank for that keyword it Looks at all the relevant pages they Also have it tells me you know what if You want to rank for like you and you Probably should also have these five six Seven other pages that act as support Content to that page for most of the Other sites yeah yeah so it’s like it’s Suggesting the silo for you it’s just Doing this exactly it’s doing what Surfer does a page level at silo level Yeah even site level and it figures out Because it’s like to build your Relevancy sometimes it’s very often Built by another page like we’ve seen That on several of our sites right we Have one page that kills it and does Really well and then when that page does Really well then we can write anything That it’s kind of related to that topic And the page will just like be on top
Even if we don’t have links even if all That would just end up being on top just Because we’re doing very relevant by Google and it was starts ranking Yourself and I think hey I will be able To figure that out Reverse-engineer it and give us Q Suggestions with like you know if you Just worry about that you’re probably Ranked you know as an SEO what should What should you be doing now or in the Near future to take advantage or prepare To take advantage of this I mean I Basically need to do this manually right So you kind of need to like look at the Pages that rank but not just look at the Pages like identify the size that rank And then just reverse engineer maybe the Internal links to that page from these Sites and just look over all the Category and kind of like try to map you Know sorry it’s always gonna be like a Very well defined silo right it just Might be just a category page or some Dailies but try to map kind of like all The topics they’re covering on that and Especially the topics that have links And then you try to find the ones that Are in common between these sites right And it’s like if five out of Ten sites that rank for best hair dryer For dogs also have a page on you know Ten tips on all like tips on health care Like hair care for dogs so that they
Have like a really nice and shiny hair You know let’s say that and it’s like You know it we recommend like vitamins And stuff like that and nutrition and All that and like five hours like you Probably need that page to reign for That best hair dryer for dog page you Know what I mean like it’s like and that Page is probably powering up that hair Dryer your page and but even if Google Is not looking for that it’s something It’s a factor of success for the besides That rank you know but a tool like Sufferer will not highlight that at all It’s it’s it’s done through your manual Research and digging to be honest like Most people’s only it takes really long Time so is even mapping that on the Spreadsheet exercise it’s painful and That’s kind of like what I’m expecting a I to do is just like take all that data And make it something very short and Actionable that I can just act on you Know yeah this is this is a lot of what AI is essentially doing like you have an Algorithm in your brain for how to do That it’s maybe not fully bombed out in Every every possible scenario but Artificial intelligence could first of All map it predict every event reality Test it against data outputs in millions Or billions of scenarios and use that to Learn and improve the algorithm and and Just create the optimal solution there
So yeah super interesting if we can if We can get that but again is that it’s Google does Google already have that is It two steps ahead of us anyway kind of Thing probably I mean I don’t think Google’s things in these terms so even If Google does not think in these terms Let’s say that like hair care for dogs Page just by default like it just it Will highlight maybe a skyscraper topic That has been the reason why these pages Have been ranking you know and even if Google does not have an algorithm that Calculates that it’s still the reason Why this page is rank so it’s like Sometimes it’s very common that Google Does this kind of like announcements Like oh we don’t look at decent etc and People like oh then Google said it Doesn’t it’s not that way but you know Sometimes it’s like a search factor that Actually Still makes this for eleventh and it’s Like and and and I don’t have an example In mine right now but like it happens Very often and I’d like all like yeah I Remember this example right someone was Like treating to John Miller and we’re Asking is Google looking at domain Authority and the thing is domain Authority is the name of the metric that Most uses to to essentially give a scale Of like how authoritative a website is So John Miller answered no Google does
Not look at domain Authority Now what John Wheeler answered is no we Don’t look at mozzies metric to decide On our algorithm does that mean that and I don’t believe they do but does that Mean that they don’t have a metric that Does exactly the same that’s not called Domain authority in there maybe you just Got [ __ ] lawyers and and that is the Way people read is Google they said Don’t really understand how it works and And I think it’s it’s quite dangerous Actually so take everything Google says With a pinch of salt basically but let’s Jump on the next category anything else From the Sun cubes before we jump on the Next cut No okay so obviously after Keywords the next category is going to Be on pages here and we’ve already Mentioned so for SEO there’s there’s a Bunch of other tools as well I mean I Mean there’s like a page optimizer pro There is Cora there’s all these like They all do the same they’re kind of Raising date is developing rapidly right Now I think it’s still just the Beginning to be honest I think one thing That a I like I’d like to put a in cause Because it’s usually just B gives this Than that right but what would be Amazing is if these tools could start Looking at the changes that your Competitors do on their pages and the Effect on rankings right so imagine if I
Was able to go in suffer and be like Track this keyword and every time a Computer updates a page and gets a boost In ranking I get a notification with the Highlighted version of what they added To the page right then I would be Especially if you’re ranking well for Like you’d already then you’re able to Essentially maintain your Competitiveness and just know because it Happens very often to us right We focus on like these keywords and we Work really hard on them and then well We get to work on another project I know The sites I’m saying are these and we Come back six months later and we used To be like number two and now we’re Number eight or something and everyone Update their pages and we’re like out of Search intent and it’s a it’s a disaster And we’re like where’s all the money and We just have to regrind that and when we Do that the other side just falls back Down and I just have to it’s like it’s The life of issues right so I think I Think a tool I think and it’s really not That difficult for a guy to do that they Dressed in the rain tracker mix tweeze Parsing the HTML once every 24 hours or 48 hours or every week or something and Just highlight the changes and I think Is going to give you a really good idea Of like when a search intent of a query Is changing for example which happens
Very often I gave that example in Shanghai a CEO I think of we had this Blog post on taka on make money blogging Right and when we shared it when we did Issue a was a roundup of the income of Of the people that do income reports Right so we could see how they make Money blogging through the numbers and With the sets etc and at the time all The pages that were ranking were also Based on stories like I remember a small Blog I used to rank and it would be the Story of how he started making money Blogging and is someone else called Emilia Andrews that’s also ranking for Like querida also had a blog post that Was telling the story of how she was Ranking and then we did really well for This career I think we were ranking top Three for more than two years on how to Make money blogging and I just got busy I did something else I was like right Nice time to get that passive income Right and the thing is the intent of the COI completely changed and I completely Missed it and one day I just go back and Look at that query and were like page Three or something and I’m like what the [ __ ] And all these pages that I mentioned Earlier had changed the way the post was Written to be more of the list of Methods on how to make money blogging it We can at least post base query and
Because we were Kind of like still story-based days on The income report stuff that we were out Of the search intent and they’re now Thinking’s rank our ranking stank track Of thankings rank and after that what Happened is I went to nail and I was Like I don’t have to have to take care Of this can you just make a random list Of stuff on how to make money blogging Anyway these page gets no traffic so It’s like I let’s see it was kind of an Experiment so he made a nice post we are Not back to where we used to be but the Posters like skyrocketed up in rankings As soon as we change the the post and Assertion done and I think if there was A tool that was able to identify these Changes and let me know about it we Wouldn’t be here today we would be Ranking for that curry so so so yeah I Think I think this is where own pictures Are going I think recommending updates Because updating content is such so Important these days is going to be the Game of on page traversing this AI stuff Can be really powerful that asking it’s Within reach today actually so I’m quite Excited for that the obvious next Evolution of that is that the the tool Which is monitoring all these keywords And all the changes and all the positive Positive or negative impacts of each Change then has a lot of data a lot of
Input data and a lot of output a lot of Result data that it can kind of in a way Reverse engineer what’s going on and Then pull out some consistencies like oh This this seems to consistently equal This in terms of inputs exactly so then The next step of that is it’s not just Gonna make suggestions it’s gonna update Your content life and then it’s like Well we’re in a bit of a different world At that point I think it would just pre Write it and we just press submit you Know there’s actually so actually it’s Like something I want to do a youtube Video and so there’s a desert spinner Tool called world AI and I know the guy Like he used to be like an old school we Could fight That builds it and he’s been working on Like this kind of like AI start for a Long time and he’s like it’s still a Spinning tool but actually he just Released a tool that just writes content For you and I want to go and test that I See how well this does I don’t expect it To be good enough to publish on our Sites or anything like that but I’m just Quite curious it’s like I’d love to like Take one of these articles and then Throw it in sofa and then even if it’s Like not very readable just like put That on the domain I can know the mate Or something and see if you actually can Rank or something this is this is
Another one of those phenomenon this It’s a case of when is this going to be A real thing Is this gonna be a real thing when AI Computers whatever is creating content Creating blog posts they already do do It in some cases from large e-commerce Stores for product descriptions which Are less important for some obscure Product or whatever a blog post and Authority hacker maybe you’re a bit Further away from that a podcast or a Video you know again no I would the Realms of possibility as a matter of When is that gonna be a thing rather Than is that gonna be a thing don’t you Think that when that happens then the SEO game is over I think that SEO will Change I think it’s it’s always been Changing like how much of SEO is just Just SEO these days there’s there’s all These other yeah yeah we’re like fact What as as soon as come is completely Automated then it’s actually you should An output unlimited content like the sea Of content that you can output pressing A button yeah is absolutely insane it’s Just gonna draw on everything well I Mean maybe again the philosophy podcasts I answered a but yeah because like III Think sometime in the next thousand Years there would be a point where Google or whatever is around at that Time has connected to your brain and
Knows exactly what you want and what you Think you want and just creates an Entire world of experiences tailored for You to maximize whatever positive Setting that has been it’s been proven Over we said realistic in the Predictions It’s interesting because you know that’s Okay yeah that’s that maybe is the death Of SEO but it’s not like oh it’s just Gonna happen you know on November 22nd 2023 it’s it’s it’s gonna be like a very Gradual kind of ramp up to that point And we’re already it’s not as if we’re Starting to get on the ramp we’re Already on that ramp somewhere right now You know but back in the day there were No surfer SEO there were no keyword Research tools you have to do everything Manually you had to google keyword dick The killer the tool actually like yes I Mean market samurai and these kind of Like early serpent alice’s tools were Were like groundbreaking ten years ago And I’m really good and useful but you Know going back even further than that There was there was no keyword tool at One point there was nothing there was Just you had to kind of guess all this Stuff so we’re already on that ramp guys But it’s not like it’s gonna die off in In two or three years I think we’re a Long long way away from that one thing Which which again we I want to go on
It’s kind of under the content banner is Around pricing so we see this at the Moment anyone who used uber or one of These delivery apps they have this surge Pricing so you trying to get a cap Somewhere and it’s raining or there’s a Big event going on and this does not Enough cabs so prices increase and if People are still buying prices increase More and what that does is it encourages People who are drivers an uber to start Working so they could because they can Make more money it kind of like balances The supply and demand you may argue the Price gouging but you may also argue That it’s a good thing because when People need a taxi they they can still In most cases get one it’s it’s it’s an Ideal world all businesses would be able To charge the correct amount like Whatever the customers are willing to Pay for their products that’s it’s not Possible at the moment Cause it’s too difficult to calculate or Because you don’t have enough data on Your customers or if you do have enough Data that you can’t always display it Uniquely so think of going into a Supermarket or something you can’t show Me one price and the next person another Price at least don’t yeah anyway I think It would be so P stuff as well yeah well I mean when Ryanair started doing this For flights then people realize you
Could just go back into incognito window Or use a VPN or whatever and go go Through it it kind of broke the system Of it and it really does it was Something was with price is a really Like personal thing if you feel like you Got a bad deal because of an algorithm Or because of something kind of out with Your control that they’re trying to get The most amount of money and you haven’t Got the best deal it’s a bad thing from A business perspective it’s great right If you have enough data to determine What someone is willing to pay pay for Something then that’s again really Interesting we already have this Technology I think it’s gonna roll out More and more in different different Ways specifically if you think of you Know the Facebook Ads algorithm we pay What Facebook kind of knows we’re Willing to pay so that’s and we’re happy With it because we’re getting results From it it’s still this kind of like Mysterious black box thing that’s going On and I I do have my suspicions that They’re kind of tweaking it and maybe Unscrupulous ways from time to time but That that is that will become more and More a reality I think in I could Imagine that I mean it’s very easy to do Like imagine that we use drive cut four Checkouts and you can easily say I’m Going to charge between this price and
This price and then you just have a Short code for the price on your sales Page instead of putting the actual price And then the like it’s easy like the it Just puts a cookie as well on people’s Machine they click through they have That cookie the card reads it displays The same price on the cup page and Charges that price and just figures out What is the best conversion rate from These two is century and then just like Essentially automatically figures are Always the best price for your product You just give you a price range whenever Software companies should just call us At this point we have too many good Ideas for it that’s I mean that that’s Like essentially I CRO what I was talking about it’s more Like using people’s personal data or Behavioral data okay to personalize it Where I think like really good example Which came out last year which is so Similar to this where is something Activecampaign does which is its Predictive send functionality so it can It will send emails to your list to Individuals in your list at the times it Predicts they’re most likely to see it And/or open it which is pretty damn Crazy when you think about it I’m not Sure exactly how it works it could be Something really basic like it just Checks the IP of the user or it may
Actually look at their history it may Look at other data across activecampaign Or from other places that’s getting data From to see where they are I’m sure it’s kind of behavior based as Well look at when they’re opening things In the past again this is one of the Things the more data it has the better It gets if it knows from Facebook which TV shows you like or for data from Netflix or maybe Netflix a bad idea but From if it knows you’re gonna be Watching a TV show a specific time and It finishes a specific time maybe it’s a Good idea to send you an email as soon As it finishes because it knows you’re Gonna be checking of that or something So really the possibilities we’re just At the start of this but the Possibilities with what this kind of Tool is is really exciting that I think And for most people most SEO is most Marketers that is a good thing because You’re not like messing and ok the Privacy thing aside like where they’re Getting the data from but assuming it’s All legit then you’re delivering a Better experience you’re getting your Product in front of your potential Customers at the right time and they’re More likely to buy from you you’re more Likely to make more sales so maybe this Is one of those things where you know a Is doing like on the good side use it’s
It’s helping your business whereas the The Google side of features snippet Taking away from your traffic so yeah That’s a it’s not all negative what I’m Trying to say but that’s why we need This for this podcast that way that’s How I started talking about Google then We talked about like how you actually Get benefits from it I mean A lot of things a lot easier to do now But for chief campaign actually every Time you put an email to actually log The IP end location of where you opened I remember checking were sebastian who Is like everyone average for my list Checking where he was because he travels A lot just by checking his profile on Active campaign actually and seeing Where he goes on holiday or something When we sent an email so Sebastian do You know I’m waiting for all the GDP our Complaint now was tracking people going On holiday and stuff so next let’s move On to segmentation because this is this Really interesting one as well we talked About active campaign and and how Predictive sending can work where it’s Also quite interesting is around user Segmentation this is typically something Which is very hard to execute so ad Authority hacker we have one funnel you Sign up there’s at the moment at least There’s one way to sign up there’s one Series of emails you get there’s one
Sales funnel there’s one mailing list Master mailing list step that people go On to it’s simple we can well at least We’re supposed to work on it and make it Good we don’t always ask right we need To do something work right now yeah yeah We don’t always actually email people as Much as we should I’m sure many people listening to it can Relate to that that was a common issue For for SEO ZnO not making the most of Your email list and I believe we’re Actually doing a podcast in the in the Next few weeks around some ideas for Maybe how to resolve that and I think Gail’s doing a blueprint as well for a a Pro on some interesting things there but Segmentation guys like we’re meet Sethi They just straight-up say don’t segment It’s too difficult it’s too much a waste Of time it’s was one of these kind of Features of all these active campaign Type tools that sound sexy and is great But it’s really hard to implement and Stay on top of and manage and track and Optimize so the technology is there but Our ability to use it and implement is Not great artificial intelligence can And will I think change that it can use Past people’s past behavior people’s Individual data and behavior and External data from other sources as well To predict kind of like what what people Want and show things to them fit the
Facebook Ads algorithm is an example of User segmentation in practice but that Could happen from you could have access To that that kind of level of technology Through something like potentially Active campaign right it’s pause you can Do it now but it’s kind of like manual You know yeah it’s possible in the Future that you’ll be able to just be Able to like plug it into your site It’ll figure out over time which type of People or which behaviors people go Through by which of your products and Then it can tailor First of all recommend creating new Funnels or new types of segments for you And then eventually it’ll just Automatically segment people its itself Once it gets kind of kind of smart Enough and a company like active Campaign they’d love to sell this to you Because they can charge lots of money For it for it and it’s gonna be worth it Because it will in the right Circumstances make you lots of money so The this type of technology will become More and more available to the average Person like like like you are at really Yeah I mean other side you can already Do a lot of this stuff but there’s two Issues one the quality of tracking Mostly because it’s like pixel based When people open their email etc and Many email clients do not load pixels
They just load the email in plain text And then they don’t load this you Version which means you can’t track People which is one of the big issues Was like things like cleaning your email Lists etc you do lose people who open Your emails or interact and so on Because tracking is not very good I Think the the content which is provide Which the AI is providing to you so it Can seem a bit kind of like janky like Not quite rightly chatbots for example Where we’re at with that in 2020 some of Them are pretty good but most of the Time you know it’s a chatbot right and You you’re you’re you speak to it as if You’re speaking to a chatbot trying to Trigger the trigger like type the Trigger words and all that you’re not Chatting to it like you chat to to a Human your example of a serie or Whatever it was earlier was what was Kind of like that you have to ask a very Specific question and it’s language that Will change and that will also change For chatbots that will change for Content the content which AI computers Can can generate and and tailor to so It’ll be at the moment if you asked Activecampaign to automatically create An email that thinks someone would like Based on that segmentation data it’s Probably gonna write something horrible But that’s not always gonna be the case
And that will get better and better and Better Chapel’s is another example it’s kind of A bit of a flavor of the month or at Least it seemed to be a year year and a Half ago it’s still hot actually I want To play with it more it’s something that I want to relaunch a bunch of Legion Campaigns and it’s chatbots is Definitely high on the destruction this Is another thing which needs a lot of Data so whenever you go through Amazon Support I was using them last night they Sent the wrong product there it wasn’t As described so I went through it before You get to the support person now There’s a chat bar that you have to go Through and they try and resolve your Your issue you can still get to the Support person but it solves a lot of The or it can solve all of the the basic Problems and you can give feedback Whether it solved your problem or not And they will use that to improve the Kind of flow through the the chapel of Decision tree so again a lot of these Things just they need more processing Power but they need more data and more Time more kind of feedback from from Users to together another thing that can Be improved I think is lean building Actually I think I mean the question is Is doing building still even gonna be Relevant or as relevant in in you know
Like seven eight years I think there’s Like some easy ones like filtering Eleven links for example so like you go In a dress and they show you your links And it’s just like a big soup of links With like a bunch of Chinese spam sites Mixed with some relevant ones and a few Really good ones I know you don’t really Know which ones matter and which ones Don’t matter obviously we don’t know Through Google we can get a good idea Right it’s like the Chinese forum Spamming it’s probably a little bit less Important and link that is on the body Having to post right so I think like Being and I think this is what I’d like AI talk it’s like filtering what is the Most relevant like just through a bunch Of data at it and then just like it just Like okay this is the important stuff You should be paying attention to it Just because I can have comprehend Everything in my head across everything I do here’s what you should be paying Attention to oh look one of these Important links just dropped like this Site just drop your link you should Probably go and fix it Versus highlighting like 50 or 60 things That dropped and then I’m like well I Don’t really have time I’m not really Gonna take care of this and then I just Lose important links you know instead of Instead of like actually have the AI
Just highlight which ones should Probably not be losing because they Probably matter for my rankings I also Think that understanding the value of Links that drop in a context of page Rankings is quite important so like Let’s say like for example if traveling That drops from auto occurs compeition Like like I don’t care is like we just Frank fitori hugger on the homepage Doesn’t really matter however if we have Let’s say we don’t I’m not gonna give an Example of something that we do but Let’s say we rank for like best keyword Tool and then we start losing like one Or two links to that page then it’s Quite important to me because it is a Very competitive query and I need all The links I can to actually maintain my Rankings here well I’d like the tools to Like be like well the links to this page They dropped and you kind of rank high Already and there’s a lot of competition Below you so you probably should be Working on replacing these things However these links are your homepage Yet some of them were good but it’s like Much more indirect and that the links to The cure research tool page so that cam Data I think it’s gonna be awesome as Granick the screaming the SEO job much Easier like I find the difficulty with Managing a lot of SEO stuff is just it’s Just the amount of stuff you have to do
Is the amount of pages you have to think About the amount of content the amount Of links etc and and sure you can build The team you can do all of that but the Thing is usually the strategy comes from One person right and then it just gets Distributed as tasks to other people and So there’s that one person on top that Kind of needs to have everything in Their heads and the bigger the project Gets the more complicated gets That’s where a lot of mistakes and Missed opportunities are created and I Expect that SEO tools will be able to Assist that one person so that they can Distribute the right test to the right People in their team so that it creates The most value possible which is really Not the case at this point where SEO Tools will jump dump a bunch of data It’s like figure it out you know it’s Like you just like try to solve it out In Excel etc but it’s still kind of not Perfect you might be missing corners of It etc so it seems also the kind of that One sort of SEO strategist role you Described quite often the reason or one Of the reasons they’re in that position Is because they have the knowledge and Experience to have these kind of like Internal algorithms in their head like What’s a good yeah what’s a bad site What’s a good link what’s a bad bad link And I always find it really challenging
When someone asked me oh how do you know If it’s a good link or not because it’s I find it very difficult to say Absolutely what that is because there’s So many considerations and yes I’ve Never really taken the time to really Break down all of the factors and kind Of wait them or anything I’m not sure if I even could some but there’s probably Some time I know it changed all the time Was really aware but yeah yeah but it’s Like a complex algorithm and computers Are quite good with enough data being Able to to document and specify exactly What that is and improve it improve the Little details which we we wouldn’t Think of or consider so you know we Talked about AI replacing cashiers or Taxi drivers or somewhat basic jobs I Mean depending on your perspective and You may think oh I’m an SEO strategy That’s never gonna happen Probably yeah that’s not the case you Know that’s that’s that is possible that Tool is probable that tools will start To be able to do just what you’re doing Slash a better job of it in the in the Not-too-distant future as well another Good example is bit of a segue is user Experience design right when we create a Website we the certain amount of Kind of pre-existing knowledge about What works what looks good what converts How people are going to use it that we
Have this evolves over time nobody’s Really using frames on the website Anymore for example but we have a lot of Data about people how people are using The website so if you have hot jar or Something like that installed you can See where people are moving their Mouse Where they’re clicking there are certain Tools which can track how people move Their eyes around the site obviously you Know you need to have specialist Equipment and stuff for that there was a There’s a company in Hungary actually They did that through someone’s webcam They had technology to do that obviously With their permission that’s kind of an Interesting set of data that you can Collect so it stands to reason that if You have all that information and Information about where people are Clicking what people are buying you will Be able to analyze all that data and Make improvements based on it now my Understanding is that when a designer Does that at the moment they’re kind of Looking at things like a heat map and Saying where are people clicking or Trying to click and making adjustment Small adjustments based on that but it’s Still quite a sort of gassy human Algorithm yes like in accurate decision Making process is very much like it’s Art you know whereas whereas a computer Can actually just like figure out what
The what the actual optimal solution is That for that is and then make Recommendations or even one day just Build a website that’s optimized Entirely for that actually a Zurich does That already so it’s like you’re allowed To tell them you can take over my world Pristine just display my content and Then they just test different layouts to Maximize ad revenue so it’s only fired Within you it’s like but they already Have something quite similar that most Of the layers.look not the best to be Fir but but I remember jaundiced I tried It and got increased revenue so it works You know so yeah that is one thing to do I think it’s like I’m gonna just do a Small one by thing on the technical side Is going to be the same as well Something about the the ATF’s Sike crossing site out it but also works For screaming frog and the thing is they Give you a massive list of stuff like oh My god you’re missing 300 meta Descriptions and 200 title tags etc and Like great and then it’s like figure it Out again I would like and I believe That these tools can figure out which Pages are the most important based on These traffic metrics place on them web Links pointing to that page based on you Know numbers that are already existing Out there like them I yeah there’s a lot Of things that they can be looking at
Number of comments or whatever and then Tell you here’s the super high priority Stuff here’s the medium priority stuff And here’s the stuff that is bad but Honestly even if you don’t fix it it’s Probably not gonna change that much and Again I think this is something that Will come to these tools and it’s gonna Be very easy I think a lot of these two Companies because there’s no demand for It right because you guys are buying These tools regardless of whether they Do that or not and you’re not really Demanding that kind of stuff then they Did not really pushed to develop this Stuff but a lot of these things are Already clearly possible and could Improve SEO and actually can’t depends On like which one comes first does Google push this kind of like automation Stuff first and shrinks your traffic how The two companies push and then help you Expand your traffic so I do believe that It’s also responsibility of the people Who essentially are the customers of These companies to deal in these kind of Things even if it’s gonna take some time It’s gonna be difficult now these things Are quite possible there are no Technical things that like a side of Things rather I would like to see these Companies do that any other point Because I’m kind of done actually Destin Yeah I want to talk about data so you’ll
Hear many people say ugh data is the new Oil or data is king or data will be king In the 21st century I mean I think That’s very very true a lot of what We’ve talked about today and a lot of What AI relies on is large sets of Structured and organized data it’s Something which we have first-hand Experience of having a tangible benefit By collecting early on even when we Didn’t know we were gonna gonna need it Four years ago I think it was maybe even Longer what we started doing a bunch of Outreach base link building campaigns we Were really meticulous in collecting Data about the results of all of those So who was linking to us what we did to Get that link how long it took us the Messages we sent subjects all this kind Of stuff we collected it we have a big Database of all that we still use it This day at the time we had no practical Use for it we were just getting more Like well we need to want to do is get More links but recently last year we Actually started doing some analysis of That data to figure out what was how Long it was taking or what type of Messages were actually working or what Type of sites the DR of the site for Example we should we should try and Outreach to in which situation and we Were able to get because we had so much Data we were able to get some really
Meaningful kind of insights into that And then use that to adjust our link Building campaigns in future this was an Entirely kind of manual process okay we Had Michel do the data analysis actually I’m gonna point out I’m gonna put a card Above here if you don’t I feel YouTube You can click and go see that blog post Yeah but this is the kind of thing which You will need a lot of data for all of These AI tools to have learning Algorithms to be able to understand What’s going on so it’s it’s worth being Very structured about what you’re doing About your customers your users whatever Else you it is you’re doing to have as Much structured data as possible because It’s going to be useful at some point Even if you don’t see use for it At the moment I guess yeah I agree it’s Like um I know a lot of like people who Are doing really well and their main Focus is data and they’ve been Collecting as much as possible people That add an absolute ton of like hidden Fields for example on their audience Pop-ups so they see where people came From and which campaigns etc all of that Which social network stuff like that so That when they buy they see it in your CRM and they can double down on what’s Working and these are the people that Are doing the best acts So I think that’s basically it in terms
Of these podcasts we’ve talked about how Google is probably gonna change right And then how the tools we use and SEO is Gonna change overall I don’t think in The short term SEO is at risk I think That thing’s gonna be fun actually I Think having these tools can be great Fun it’s gonna enhance the stuff you can Do and the people who embrace these new Things faster will probably be having a Big competitive advantage because let’s Be honest a lot of SEO is now they’re Like getting older they don’t like Change very much Etc and as a result if you are able to Embrace these tools as we’ve seen for Things like surfers here etcetera Example you will be able to your Community of advantage a lot more these Tools will be coming out in the future So you to watch out for them and I know A lot of people are kind of like cheap On on software but the truth is that Software is often much cheaper than People and and there is value in hiring People I’m not saying that I’m just Saying like if you start being cheap on Software then don’t even look at people Salaries because you’re gonna have like Want to kill yourself but like you will Usually get a lot of value out of Adopting these things being willing to Invest the time to set them up properly And and be an early adopter of these
Kind of like new AI technologies which I Do believe at least a couple of those That we mentioned in his podcast will be Coming here the next 18 months or so This is the kind of stuff that you need To jump in I think you get a lot of Value if you enjoyed this podcast if you On the audio podcast you can just Subscribe we are on soundcloud we are on Google podcasts we are on Apple podcast We are on Spotify so you can subscribe There and if you’re on YouTube there is A subscribe button just below that video Right now so you can go and subscribe to These and click on the Bell as well so That you don’t miss any video give a Stand-up house with the SEO drop us a Comment also helps like you know even if You like it just let us know it always Makes me feel good to see nice comments So thank you for listening guys and We’ll see you next week have a good week