 Can you flip back to the slide on speed? Sure. Can I provide a comment? Yes, please do. Yeah, definitely. Oops, sorry. That one? Yeah, that's perfect. So one of the pit traps I see, because I do have to do as well, I want to provide a little context for speed. Because speed itself is a very small search factor. It's usability, it's a huge thing. But like in this case right here, where you see low time, 2.2 seconds, that's great. But people get kind of hung up on the seed, on the performance rate, right? People start freaking out about that. That's when I provide a little context to it. Look, if your site's loading in two seconds, that's kind of screaming compared to like what the page speed ranking factor is kind of aim for. Like if you're loading around 10 seconds to 20 seconds, that's a big deal, right? So like, seeing page speed times around 3 or 2 or 3 seconds, you're doing really great. And that performance rate, you don't need to get hung up on this so much. Yeah, I think that's one of the big challenges with an SEO is sort of this big question of, okay, I'm going to sit down, I'm going to allocate my time, my resources, my budget. Where am I going to allocate that time? And so I can put my website into some kind of site scanning tool, whether it's for speed or on-page optimization. And I'm typically given things like a scorecard or red flags and orange flags and green dots. And so there are all of these metrics out there, and it can be quite overwhelming. And the takeaway from that feeling of overwhelming tends to be people either saying, I'm just not even going to go there, so taking no action or occasionally going down the wrong path and not being able to weigh out where am I going to actually be able to have the most impact. And so I think a lot of the topics we talked about today are some of those areas where you can have the most impact and then kind of really trying to think through what you're getting back. And if you see a page load time that's in the good range and a performance range that's maybe just in the average range, yes, there is some incremental improvement in that performance grade that you can go after, but your time may be better spent on developing really great content through your website or something like that, so you need to weigh the pluses and minuses of your actions. Go ahead. Go ahead. They do. So Google collects information about your business here at your website. You can kind of think about that as the hub of your SEO efforts, and I can say I am the best artist in Maui all day long on my website. And until they hear that echo elsewhere on the web, they're not going to have as much trust about that. And part of that echo comes from the local search space in this case. So when you talk about something like yellowpages.com, the strategy I recommend within local search is start with Google My Business and Google Maps as sort of the hub of your SEO local efforts, get that listing created, and then actually use automation, use ongoing subscription-based services to try to push that information out across the broader web. And so if you can get your local business information, your name, your address, your phone number, your hours of operation consistent on the 100 plus different local websites that are out there kind of directory oriented, Google is going to trust, that's going to be a ranking signal for your organic search listing, but also a ranking signal for your Google Maps listing because they're going to say, okay, I have pretty good trust that this is the right address and the right information, but if I see that in 100 different places exactly as I understand it, I'm going to have a lot of trust. And if I see that mixed up, different brands, even like just, you know, one has limited at the end or like LCC at the end of the name and the brand in one place it doesn't, that's going to provide that just little bit of question for the search engines. And with that question mark is an incremental area of opportunity in SEO. Go ahead. Sorry, I think we have time for both. Thanks. I work with clients in the travel and tourism industry as well. And where I'm struggling is that many of them they are small hotels or they are investors in Airbnb and the Airbnb properties, but their own websites with the spot on domain names and the robust content are being pushed way down the results by Airbnb's own results for their properties, TripAdvisor and a variety of other massive conglomerate sites that still differ in a certain amount of traffic to them but we're missing out on the opportunity to leverage those click-throughs through like our meta descriptions and that kind of thing. Is there any way to compete when you're the real deal? That's a really good question and Lee, I work with a lot of people in the travel and tourism space as well and we've seen the same trend. In some ways the SEO game for them has gotten harder over the years via these big websites like a VRBO and their properties are listed there but they'd really rather the booking come in directly through their website. And that's where that local pack, I put a lot of emphasis for those clients in trying to direct right really well in the local search results because it's actually in many cases displayed even above organic. And we're not actually trying to, we use Airbnb for books. Exactly. It's another way to get at it. It's so much closer to those links it's awesome but we're trying to help people gain more insight into the property itself and give people that, okay that sounds like something I really want to click through to explore when the listings from the others aside from breakings really don't give you that much. Exactly. And so the downside to the local pack, those three local search results is you don't get a lot of that brand value. You get like very concrete information since the name and the business and the hours that you can click through the website or the directions. You don't really get to control that brand voice messaging. And so this is that concept of holistic SEO trying to get sort of your listing there and getting your organic listing to appear. And typically if people see your business in two to three spaces on that search results page maybe they've been into AdWords, they're in the local pack and even if they're pretty far down in the organic search results on that page below the VRBOs, they get a ton of great brand voice coming through where I may read the meta description down here but click through via the ad. But together I created a lot of trust that my business is perfectly well matched to be in that organic space. Yes. Yeah, I can go back to those. A little bit of it depends on budget. So some tools are free and some tools are paid. So that might be an influencer. What I would do is be consistent. So don't research one keyword in one tool and another keyword in another tool and then compare those two numbers. We need Apple's recommendations. The Google AdWords keyword planner is free. You have to have a Google account. It's more associated with AdWords though than it is with SEO. So yes, it's good free data. But do take it with a grain of salt powered by the data that they're giving to advertisers that are going to go and fit into that keyword space. My favorite free tool is probably the Moz keyword explorer. I think they do a really great job. I struggle with it for small keyword space businesses. So if you're a small local business and there are only 100 searches per month potentially related to your business, in Moz I typically see them giving me the zeros. And I know their search volume. You see a keyword appear in the Google search suggest. Somebody out there is looking for that phrase. That's how Google powers the Google search suggest is actually by user behavior. And then you see the zero in the tool. You kind of have a mismatch and you might need to go and use a bigger keyword research tool to try to get at that data. SEMrush, SpyFu, these are great tools. Google Trends can give you some big pictures and some seasonal sprites. And then WPSEO has an immigrated keyword research tool. But Dan wants to add keywords to lists and start instantly tracking performance over time. Sure. What are your thoughts on all those multiple platforms that provide sometimes different results for your site? So you have Moz, you have SEMrush, you have SIRbook, you have Majestic. Do you pick one and go? Do you compare them all on a multiple basis? That's a really good question. The SEO software space right now is really crowded with a lot of great, powerful tools. And it's really hard to separate sort of great data from the noise and then take action. So do you think it depends what tool is best for you? Depends on sort of what you're trying to get at it out of that tool. If you're a local business, you know, engaged in a relatively small SEO campaign, you probably don't need something as aggressive as a paid subscription to something like Moz or SEMrush. You may be able to use either free tools or things that are built a little bit more for local business. If you're an SEO agency, depending on what kind of data or if you're a developer and you're trying to get after that, you just have to kind of try the free trials and really just like analytics, Google Analytics, which is free, sort of say, okay, all this data is free, but it's what I extract out of it, what action I take, that's actually what matters and trying to kind of evaluate the tools based on that concept of all the tools in the world aren't going to influence your SEO rankings if you don't actually take steps after based on the data. Probably have time for one question and then I'll let you guys go. Go ahead. When you have a search result like one for your company that creates the nested relationship of pages, sub-pages to the home page, and then for other sites you see all of those pages that are still in the same domain listed individually, what influences whether it's played one way or the other? Yes, that's a really good question. So this is sort of what, you know, from a brand result you're looking for in a search result. We have a paid ad and then we have the seven site links, that's all free, and then the brand box over on the side. And so the question is, how do you get your brand listing to kind of look like this? And there's no one trick to doing it. You don't check the box in the Google Search Console that says, yes, I'd like site links. Please, you know, lay it out and here's what I'd like to show. But rather, the really solid site architecture is one of the influences so that they understand the hierarchy of pages, solid URLs, things like that. The on-page optimization and quality of the content, these are all things that you can do to influence trying to get this type of a result. And then they take user behavior. So they start to see, like, what people are actually looking for. You know, I probably wouldn't have this in our search result if I had the choice, but apparently that's getting clicked through quite a bit. And so Google is keeping that in what their minds are. The seven most likely first-page visits are for our website. You can't request something get removed, but you can't request that it gets added. And so that's definitely a factor. And typically, you only get the site results if they're so confident that the search query matches your website that closely that they're going to give you that much real estate. Otherwise, they want to kind of keep it open and maybe let some of your competitors or like your Facebook page or something rise higher on the page. No problem. All right, I'm going to pass the mic. I'd like to thank Lindsay and all of you for stating and making it through to become a great work camp in San Diego.