 All right, so I got to go really quick Just because I want to make sure I get through everything. So I'm gonna do a weird thing I'm gonna ask you all to tweet at the Sierra Interactive account because somebody's here to monitor it But I'm watching other presenters and something that Chris just showed about the way back machine. That was like great idea We have not sourced this code or opened it for anybody, but we have a way of taking all the h1s paragraphs images and a few other things from From the way back machine for any URL and Comparing it on every time it changed and telling you how much it changed its scale So tweet it's here, and I'll see if I can get Ethan to write that up We've had that for a couple years, and it's a super great way to look at more than just a few URLs at a time All right, now let me talk about what I'm gonna talk about Which is that today's got a good chance of being disappointing And the reason why is because just like Gary V I'm gonna say the same shit and It's a superpower when you know you say the same shit, right? Like it's one of the people like you say the same shit. You're like, yeah, I told you I say this Because I was looking back and I was having a nostalgic moment looking back at the hashtag and of Moscon and the things that I've presented over the last 11 years here on stage, and it's just super freaking humbling I'm super grateful But then the thing about repeating yourself is this I mean one of the pressures of being a speaker is sometimes I want to drop this new thing And then sometimes the new stuff isn't as good as me reminding you to do the old shit I showed you four years ago So now you're getting short changed because I'm like I can't show the same thing cuz Ross saw it once and the other like 900 of you were like well, we didn't see it So the roots on what I present hasn't really changed that much, you know if you can read this this is 2015 on this stage this is something that we had given out if anybody was here remember when we gave out those like tiles and I gave you those tiles to remind you of what it felt like to find something you lost Because so often we have the power to help people find something that they're looking for but we forget that that's a really cool Freaking job you guys So I left these tiles behind and someone took this picture and I appreciate that picture because I found it That's seven years ago. I don't know if Monique is here girl I'm sorry that you didn't get one and while I was cleaning out the office I found one for you so at the steer interactive handle and Somebody here has one for you, and I hope the thing still works at seven years old the battery probably died anyway But something that I said in that card that some of you got was like we have the power to influence what people find And when you find something you've been looking for it's like such a relief So let me show you my my kids in my old office. There's my Ikea desk from college My two kids are loading the washing machine It wasn't really conducive for working from home And then four months ago I moved and I got this nice walnut thing what not right looking like a real CEO I guess but My screen and my wife we can now both work in the same room So yay, we can both work together, but the screens get in the way of us seeing each other So I'm trying to find a way to find a mount that doesn't mount them both back to back Because when she moves her monitor, I don't want my monitor to move But then I don't want two different stands so if somebody can find a solution for me You will be my version of the tile and I will give you a hug. Please tweet at me with your solutions I've been looking and googling shit for four months All right So I'm gonna tell you what I've been giving you up here for ten years. We're gonna talk about customers business big data and silos same concepts and I wish I could throw out all the people in the room that have the big budgets Because what I enjoy more than anything more than anything is beating people with really big budgets for clients who don't have really big budgets It's fun to be like you have more money than me But you don't think the way that I think and my team thinks so you can't just outspend your way in a beating me and my client I don't know if you can see that but we went up against the client This so this is a career-defining moment for me If you ask me the quintessential moment in my career that just makes me feel like I got those mother efforts was the time that we were working on a prescription sleep aid and Our competitor had a hundred million dollar outdoor TV everything campaign they were everywhere anybody remember the Rosarum ads with like the a blink in and like the hedgehog I was talking to the guy that couldn't sleep these people were dropping a hundred million dollars But as the article says they didn't educate anybody about the fact that it was a non-prescriptive sleep aid So guess what we did with our five thousand dollar a month budget at the time we optimized for everything in their Commercials so every time they ran that ads my client got all the free traffic from it a Hundred million dollars spent and they couldn't get the traffic from it because we took the rankings by just looking at their scripts Gosh, I loved that Nerd rage right like I love all my nerd powers give me like power over like rich people all right, so Something that kind of hurt, you know I love to share with you all a lot of my innovation Comes from things that I've seen my team do that. I don't want to be as a company Right, so I'm like why did we do that and one time I had tears in my eyes I team put together this like 50 slide deck for this client in the healthcare space And I open up every slide deck for my team open it up hit control f and just do look for the dollar sign And if I don't see a dollar sign, I'm not happy I've even looked into building a Plug-in for Chrome to find out whether or not that's being done because we got to talk about dollars, right? So I'm like in tears, right? I'm like we got to talk about money guys We got to talk about money So then I'm like, okay, we'll talk to the client four months later. I'm like, where's the dollar signs in the report? It's like painful right. I'm like, where's the dollar signs? And it's like well will we asked for revenue from the client or lifetime value and then you know They said we'll get that and then they said well We don't have it and then we waited two more weeks for them to get it back to us and they just went back and forth, right? Whereas me I'm like no lifetime value. No problem. I see an opportunity. I see an opportunity for greatness Why because I believe that at work the limit to your greatness is going to be rooted in how quickly you fold at the first time Somebody tells you no That's it like don't try to be great except mediocrity Because it's a lot more calming when you give yourself the grace to be like, I'm not trying to be great I'm just trying to make my check go home feed these kids Be home at whatever time if you want to be great You got to look at everything that all the people you work against and are going up against stop that and say well That's not possible. You got to be like I need to find a way so or as Coding milk says don't close the door yourself Let others tell you no and then figure out how to work around them which I love I met her I started following her through an organization called underdog devs that helps people coming out of the prison system Learn the code which is a really great organization I'd recommend all of you take a look at them and try to support and help those folks. They're amazing They're an amazing organization. So we just got to be scrappy, right? And scrappy marketer's Google Sheep Isn't it funny how quickly people accept no when they could go type type type type type enter and just read some stuff So I said what's the average revenue from an urgent care visit? I googled it my team spent four months waiting to ask for this number from the client I googled it and was like here's one two three into the four Samples that we can literally just use that are coming from like I just googled it Like stop waiting for your client to give you a number to justify your value because then you're sitting there going Why don't we get budget because you didn't Google shit? You Didn't Google the stuff that you can find to show them and then I got rid of my team 60 slide deck that they had spent hours on and I built this spreadsheet and It said here's our assumptions on the opportunity There's a value per session and here are the numbers that I think you're gonna make per reservation as an urgent care center Here's a secret ask somebody for a number They they won't get they won't be able to give it to you give them something to react to and they're like that number seems really high You're like, oh, so it's obviously not that number. Thanks. I've been waiting for four months to try to justify my value If you don't give somebody something to compare it to how long is a long stick This is a long stick if the other stick I showed you was that long So then I take on the value from CPC data because you know I love joining stuff across silos and I say well wait We're gonna get credit for all the clicks that come because if you're if it's the same keyword or similar keyword sets And you're willing to spend 30 grand a year to get those people to your site. Don't tell me that my rankings aren't worth Some version of that you're willing to pay $5 a click for these keywords Here's the kicker Stop kicking off projects trying to show the client how smart you are You should trust me because I've been doing this for 20 years. No, no, no, no That kind of shit is stupid Instead ask your client the right questions questions like What do you read to understand the business of your business? So then when you come back with your assumptions, you get to link to the stuff that they told you in the kickoff to read Well, you know, I read that on the journal on the medical journal on urgent care centers And I got it from the thing that you told me was a good source and they're like, okay Well, I guess you can use it then. Thank you. Now I can talk about revenue instead of rankings or some other bullshit So now I've got The cost of the opportunity is the next thing that I put in my calculator, right? So we sometimes we act as if our clients and our Just that the money just comes out of nowhere like you have to show them what it's gonna cost for them to take advantage of the thing you found So therefore I put in some hourly estimates. They go, oh, that's not right I go, well, then what do you think they go probably about half that great And I just type the number in and then all the ROI of my campaign updates in my spreadsheet And my team had like slide after slide for each recommendation and bullets and screen grabs They must have spent like 20 hours on that. I was like, I'm using none of that to talk to this client I'm gonna say here's the recommendation. Here's how long I think it's gonna take for your team and my team to do You add them all up and you get a cost of how long how much time it's gonna How much it's gonna cost to do it then I go what a kind of return are you expecting on your investment? I need a 15 15 to one. All right, cool. Well, when I put all these numbers together I got to hit the best case scenario to make that happen Should we even be talking to you about this project? Is that something that you're comfortable with because I only think we got a 20% chance of hitting the best case scenario Then we have to talk about opportunity cost Where else can you invest the same amount of money and get the same back with 20% certain to your hire? Because maybe you should invest in that instead of what I'm talking to you about Real consulting isn't do what I'm asking real consulting is how is the most value created and sometimes that's me and sometimes it's not me All right, man, this is I got I'm low on time already. So, um All right, so we're gonna talk about how to use the search results to understand the customer better It's my thing right and I'm gonna give you like a quick easy one and then we'll get generally more complex So where am I bidding on a keyword? So if I'm bidding on the word download Monday, right? I got download in Monday great But Google's already learned that that's a support query So why am I landing somebody on a page saying sign up? That should be maybe one of your tests all my sass people Consider that for my sass people who bid on other people's brands Consider that have you ever looked at your search terms? Random through stat or some tool and looked at whether or not that company's support site is Ranking in the number one position because Google's already learned that that's probably the right answer Are you bidding on those words anybody doing that? They're oh, yeah, there we go. We got one over there like that's basics to me like tell them Kamala You don't do nothing else. It's basics All right, so I like to focus my keyword research on pain points and to see if I can do that to help my clients Also build better products And I think that powers uniquely ours Here's the pixel six man Did everybody see the pixel six is being advertised to black folks? I was like, are they that good at targeting because I'm black Or is it just like spray and pray because everywhere I went I was like man Like I guess only black people are using like The pixel six like I don't know like so many ads I was seeing where black folks and their new camera and how it was the most inclusive camera ever built and they came Up with this thing called real tone which made sure that they saw this problem of photographing dark skin Which is actually solving a problem for me because if you look at the percentage of African or sub-saharan African blood in my family I'm about 85 percent Nico's about 75 Rio's about 30 and my wife is Irish AF So this actually solves a real problem for my family Many of you don't have to think about that But when you've got that many different shades of color in your family you try to take a picture It's like why do I always got to put Nico like right under to really light light so that he doesn't totally black out But then my other kids all washed out It's like I can't take a good picture to save my life because these things are often built by people that don't have my experience All right, so if it's not a problem for you, how can you be a part of solving a problem? I actually think keyword research is how we gain empathy for our customers But we use keyword research for rankings We use keyword research to label our company's dentist near me And then because we think those are cool tactics somebody drops that on stage and then somebody else copies it with ER near me And then you think that's cool And then somebody who works with a small business is like don't name your doctor's office after your name your new name is black female Therapist LLC girl like come on now You could do the exact same work as an exercise in empathy for your customer Right, so I like to ask myself What if I was sitting in a room where there's never an SEO person added into the room ever? What value would I create? What do I know that I could add value in a product meeting when you're talking about what features are going to make it into the Pixel 6 they're like why would we ever add an SEO into a meeting to talk about what features? We're going to put into the pixel 6 it's because I know how to turn these rankings Tracking things into customer understanding and you need to sell this shit to customers Google scrape your own stuff so All I do is process clues and if you can learn at the end of this presentation to learn to look at everything as a clue I think it will change the way you look at the search results, and I love the related searches So let's just say I go hey pixel team You know what we're going to bid on 5,000 Photographing words to find out what people like to photograph so we can harvest not only the interest But I also want to see what customers are seeking and then all of a sudden guess what I get Camera settings alright, so now you want my SEO ass in your product meeting potentially because I'm saying you know What would be cool if we built something that somebody had to go through all the different steps to get the settings right on the iPhone? To get the picture of their family correct versus How you can just whip out your phone and take a picture of your multiracial family and have it work perfectly oh? But if you don't invite me into the room because you think all I do is rank shit. You're missing out Do you see how I can create product strategy if somebody gets me in the room and I want more of you to get in the room But you got to look at these clues as something that gets you entree into those rooms All right So often this is what we applaud each other for This would be like me walking back and forth on stage and saying nothing and be like got 10,000 steps in and all y'all Like yeah, he got in 10,000 steps. It's like you didn't learn shit. All I did was walk Look at this and there's 143 likes on it So that means some of y'all motherfuckers in here like that shit and why am I here repeating the same stuff? I always say because I said it ten fucking years ago and We're applauding that crap. That's got nothing to do with making anybody any freaking money So that's why we're not invited into the other rooms because we applaud bullshit We need to be focused on money, man Ten years ago. I'm like this makes no sense. Like don't do this and then somebody doesn't know like oh my god You wrote like a 15,000 word thing like oh Man f that you know This is this is one of my beliefs the less you know about your customer the more it's gonna cost you to acquire them So let me give you a really good example of this. I'm gonna be talking a lot about n grams And I don't have the time to explain it to you because I'm almost supposed to be done Which ain't gonna happen, but I'm gonna try my best to finish on time Um Primary care physician one of my clients right so I'm looking at primary care doctor or whatever and their cost per lead is $14.72 when you add the word black in front of primary the cost per lead goes up 30% We got to get really good at analyzing all these clues around these words to understand our customers Because now I can use that clue to hit three different types of people I can hit the ROI person in the room. I can hit the D&I person in the room Right if people are putting black in front of it in our landing page Doesn't have any black people on it. That's not good if we're saying like oh, we love the black people, right? We have our customers are frustrated. So now I get the UX people So you see how I get my keyword research into all these different areas I can go talk to the CFO with that And then I just do Google trends and see like hey, this is a trend This is changing for your customer your customer is changing their language and we are behind the times and So is everybody else because no one processes these clues and client you can be the first one to move on this So this is what it looks like Every time there's a search term that triggers of in paid We bring it in all we bring in that data every every week And then we run all the rankings on all those words and get the top 100 results and all those clues for every single search term So on any given month we might be looking at. Oh my god. We might pull in the top 100 for You know four or five six million keywords And what we start to be able to do is to say to our client. Hey when this word is used around your other words Here was your CPA 12 months ago. Here was your CPA three months ago. Here was your CPA one month ago Then I'm checking spend to make sure you're still spending on that word I can't just do the 12 months spent because if you negated it three months ago I'm gonna look like a fool which I did a lot of times and I'm like you need to negate these words idiot And they're like we already did I'm like whoops my bad And then I got to put up conversions because I got to help you to realize that you know This you don't get these savings for free. You actually have to choose to give up those conversions because you're potentially not efficient Or we need to create better landing pages. Okay See that I Have this for every single piece of every word that every single client has ever spent on a keyword So I take the keyword break it apart into all the different pieces Stitch that back together and that's how I get that and then it's running on every client every week to find any time There's a change in the customer's language and we're getting worse and worse and worse at servicing that language because our CPA keeps going up up Up up up up when people put the word black anywhere around their doctor queries. Are you following me? Are you sometimes they get a little nerdy about this stuff? If you don't then I don't know how else you're going to understand the changes that your customer is making to their language And I understand that when I understand my customers language better I get entree into more rooms and I want you to get entree into more rooms All right So and then I always show the client the current state because I'm telling them We got a chance to be the first people to figure this out and they go really will and I go Yeah, because I search for black OBGYN and the first home girl. She ain't black and Then like Zock doc's not a client But I'd rather work with the people that are less funded than Zock doc and be like yo You know what they're spending all this money on black doctors and have no black people on the page So if we do it they're gonna be like why is it that they can do just as good as us with half the budget? It's like as we're finding all the instances where they're broad matching and we're not and we're creating new landing pages That speak to the customer in their language when I put black in front of OBGYN. I don't want dr. Sonia Lee I'm sorry And you know what's really sad when we as content marketers and SEOs don't do our jobs well Sites like this ranked number one for that query and you see that get a loan at the top. This is a fucking scam to take black people who don't have Proper credit and get them high-interest loans to pay off their credit card to pay off their doctor's bills That's what happens when we don't do our jobs well when we build crap content because we don't outrank that crap All right, let me give you all an e-commerce example So I'm buying a dining room table. I just moved four months ago So I'm doing a lot of searches like this something I thought was really interesting is if you categorize overstock as an e-commerce domain you are technically correct But that is actually a content page That is a blog post that is not a plp So it was interesting about the search terms. I was like, oh shit Google has learned something They're top three results for dining room table or blog content. They were not plps Do you are you bringing in and harvesting the data fast enough to know when Google has changed what they think it is? Because you're gonna be the one brought in to be why isn't our furniture stuff selling as much you like I don't know I'm gonna optimize the plp wrong answer dog Google's looking for a different answer and what I really love about the team at overstock is they're doing both So as Google's algorithms change and Google learns more about a query and they go well, maybe it should be this No, maybe it should be that no, maybe it should be that they're like we got both of them So then I had to do like a thousand search queries to find out what a live edge table was I'm like a wood table with the with the wavy edge all the queries were horrible But that's how real people search and then I learned what a live edge table was okay So like I love to look at where it is adding one word change my competitive set So here's what's interesting right I added the word live edge My number one competitor was not an e-com site or a publisher anymore and traditionally it was Etsy Gosh, I love finding out why our competitors the competitors people give you we could all do that The value isn't showing your clients competitors. They didn't know they had that's how you get people to be like you think differently Maybe I should invite you into this other meeting So what I like to do is roll up across my clients and go where are my e-commerce clients bidding on keywords where Etsy's number one or two Is my CPA higher yeah, it is for all of them You know why because if you're an SEO 101 you're like Etsy's a domain and here's the number of links and here's the domain authority If you're an advanced SEO you're like Etsy is a movement Etsy means all this stuff So when Etsy ranks number one, I don't see Etsy When Etsy ranks number one for these keywords and none of those other traditional e-com home sites do I think people don't want a middleman when they buy a live edge table They want to know where in the world their stuff is coming from they want to support the local Artisan They want something that's unique that they're not going to see in somebody else's house and they want to support a small business That's what Etsy comm means But if you only look at it as a domain you are missing out on the ability to communicate a different type of value To your client and then to do that at scale and say everywhere Etsy shows up if my CPA is significantly higher That means I'm probably not solving the customer's question if I'm not solving the customer's question Why am I bidding on this word? With my way fare urban loft square solid like I don't want that I want Etsy and google already found out that we want a custom live edge table. I do not want that from you They don't even have a live edge table on the on the page All right, so I haven't scraped this out yet, but I'm getting really close. Um, it's really difficult So if somebody's done this, please at us because I would like to partner with you and help You know, I'm sharing my stuff. You share your stuff. That's how we all get better Um, so live edge has all the pricing and stuff and those product features. No, it might have this But see how the pricing is different when you put in um live edge see the pricing Different for live edge than the pricing here. You know how valuable that would be To do at scale Where is your pricing for your that for what you're bidding on? Oh, you're bidding on a so you're bidding on this word Your table costs $3,100 and we're finding out that the range for tables is 400 to 800 traditionally Then you can just search, you know, i'm a i'm a power bi kind of guy So i'm like, okay, then i'm going to take all my queries that match that kind of pattern and say how much higher is my cpa Another thing that um, I think competitive domains tell you and i'm going to get into this in a little bit more Is when something like auto i have an auto insurance client We're doing an auto word and you see all the domains up there are like the auto insurance companies The minute you add the n gram cheap to auto you get a different type of diversity in the SERP Which means oh snap, maybe I need to sound more like a publisher potentially And I got to talk about how my how my auto insurance compares to other companies because i'm bidding on these words But i'm ultimately not going to solve the problem as well because google has decided another type of site might be a better answer All right, hey, who knew looking at that stuff kill spiders. This is where people want to kill spiders who knew And I don't think there's a tool on the planet that harvests those yet That's a competitive advantage or somebody can figure it out And then you've got products on this page and years ago. Dr. Pete was on this stage and he showed the word vacuum And he showed how there were all these different reviews in there and there were all these different products in there And it was like a really busy SERP which meant your little organic ranking Probably wasn't going to do as much because of all the stuff that was surrounded by the SERP So while I can't get the little numbers out of the filters What I can get is I can get all the different filters because they come through as titles In my scrapes So now I can see all the different things that are competing with my number one ranking and because i'm bringing in the search term I can say, okay What does my cpa look like how am I performing when I have a bunch of these things competing with my number one ranking? Then you take that search term. I see you I like you because you're getting this um Then I take that number one ranking or my ranking then I join that to my gsc So now I can start to build models out that say hey when I rank and there's all this other stuff Around my number one ranking. How much does my cpa typically? How much of my click-through rate typically drop now when I'm talking to my client about the revenue I can drive I might need to dial that down because I got so many other things other boxes competing with me But I'll tell you most of our tools give us. Oh, it's video. Uh, it's um It's uh people also ask and it's these things But there's all these other boxes in there that you may not even know if you're not running this stuff at scale All right, this is so unfair. I've been going for like two years and I have a half hour All right, so how does um paid perform on this? How it's my click-through rate on organic I set all those things so like I like to imagine myself in rooms where I'm not invited Hey, well, we're coming up with a tiktok strategy bring me in right? Hey, we're coming up with new thing for google discover bring me and I got something for you, right? So I've been working on this concept of how can I as an seo help people pick better visuals for tiktok and things of that nature Because a lot of people are spending money on tiktok. I don't want to be lost But I also don't want to build an influencer agency. All right, so now when our search results say hey, here's the image results Imagine what you could do if you pulled out all those images And I can prioritize getting this out to you all and recording a video to show you how to do it if you want it So you got to tell me um So what I did for one of our clients is I took all the images in the image pack that google had because google feels like These are the best answers for brick fireplace ideas Okay Then I put them all through the vision api And then I was able to take what my client was showing at the time And then I was able to build a thing in power bi that compared all those images I had 18 images 18 out of 18 had wood 15 out of 18 had interior design 13 out of 18 had living room and we had none of those Make a better feed make a better landing page make a better tiktok ad and i'm not saying you got to get rid of those things But at least wouldn't you test it? At least wouldn't you test it because why do you want to test it because our image has none of the characteristics of the other 18 images that google has learned are the right answer for somebody searching for this Why would I ignore those images? You know why you ignore those images because there ain't a freaking tool on the planet that will suck out the URLs Of all those images and run them through the vision api. That's why you don't have it, but you know you want it So google this And this is one of the tools that started. I didn't build it. It's somebody else It'll at least let you connect vision api onto google sheets So now you can bring in all those characteristics of images into google sheets at scale It's a start Uh stat, please find a way to do that. I think we would love you for that Because it's really freaking hard to get the image URLs out and get the URLs to even do the look ups It's not easy, but you can fiver that shit All right, so hopefully so far today's not disappointing Let me wrap this thing up. This is so unfair image search All right. Oh my god. I'm over. All right, so I'm like this is just ridiculous. I practice this like six times. All right image search Image search You got to watch image search because you can't just blindly be like, who's it's great No, it's not always fucking good So I put this girl in here, right and she gets her cornrows because when my clients were being searched for black ob gyn I'm trying to see if I can find that at scale with the images I'm trying to see was google identifying black people at scale, but they're like, oh, that might be used for racist Shit, so we won't put black in there. We're gonna put in cornrows. I'm like same shit dog, but So she's got cornrows, but then it's like street fashion and I was like, what the fuck So then I'm looking at her earrings and her face covering and all you freaking welk people are the good racists I'm like, I'm not willing to say that just yet So I take this picture and I move down the I swipe right down the sister girl number two And then I put her in and I'm like now she's got a lab coat and a stethoscope And it's like street fashion and I'm like wait a second now. This is starting to sound super racist So then I'm like, all right, but I'm like, well, she's got this zipper thing underneath. I'm trying to give google an excuse So then we took the most vanilla black woman that was in a that was in like a stethoscope And a jacket it was like street fashion and it's what I love to all you individual consultants Get people around you to bounce ideas off of because you know what? I came up with this and then my team was like, let's find somebody else that's got a stethoscope in this And then another team member was like, let's paint her in white and see if it goes away And there was like, oh shit street fashion goes away the minute you paint her face white So google tell me about your inclusive phone Will you can see your black family? Yeah All right. So I I don't even know what to do. So ma's team I know that you get in trouble if I stay late So I'm going to I can mask up and try to finish outside or something if I can't keep going But I don't want to break the rules y'all don't get to say that they got to pay the fines And I ain't paying so um, can the gods come in and say like you got to shut down or will you have to finish in Five minutes or you have to get off stage now Keep going. There we go. All right So I'm really sorry like I practiced this six times on my miss Ross's presentation practicing and it worked so much faster before So you got to stop and ask yourself. Where do these things come from? They come from the fact that google has more data than all of us. They know what we search for after we search So it's a customer empathy opportunity That's why I have nine hundred thousand questions index because I want to know every time a question shows up for any search query That my client ever has shown up for Okay, so then you start to learn things like which domains are starting to get the most answers. It's a trust signal to me Okay, I really like things like how many so like think about when you have data You get to not do best practice because best practice is something we're all going to make up Right. So if a client asks you today, hey, um, how many Uh answers can you get with a single page in google answers? Y'all gonna make some shit up I open up looker and I'm like well across my entire data warehouse of 900 000 questions I can see that there's a singular url that has 395 questions 395 unique questions are answered with one url And then I can just hit the drop down up there on the left and select each client and see who is the outlier for all of them And how are they structuring their pages so that we can copy that shit and beat them? Then I do the same thing on the other side Okay How many search terms are triggering that question? Okay, so that first question is being triggered by 4400 unique search terms probably really all my customers mind So maybe I should address that in my landing page And the real fun part is when you join it to ppc, which I'm going to show you in a second Anybody here in the travel space you want to be searching your questions for words like safety Because you probably don't always know when certain places are becoming unsafe to go And nothing concerns me more than the safety of my family, right? So if you start seeing so google learns Oh, shit when people were typing in costa rica, they started typing in safety after that you got to mine the actual engrams Of the of the questions To know this is all my customers mind now. What do I need to know about how to address that concern? All right Anybody here ever got an mba. You probably wondered whether or not it was worth it It's sitting right there, right? So Most of you are like, well, yeah, well, of course, um, whether or not something's worth it It's on people's minds But when you mine this stuff at scale you start finding the one person that's like here's how much you're going to make After three years and then I clicked on the next ppc ad and the next one and the next one and the next one And the next one and none of them literally tell you whether or not they believe it is worth getting an mba When that is the number one question on every person who searches for online mba's mind It's crazy So now what I do because I have to do everything at scale Right So now what I do is I'm going to say take all those in take all my clients I'm going to search for worth it and the people also ask question and I'm saying hey client You know you spent 12 percent of your budget last last month last year On keywords that triggered the question whether or not it was worth it And your cpa when that question shows up is two times higher than your average cpa Which means you're probably not answering that question very well And then because we do this at scale I scroll scroll down to the client number three and I call them up next and I go Hey, you know what you have an 842 percent higher cpa when people are asking questions around if something is worth it that you offer Here's your landing page We are not giving people the information to know if it's worth it or not and that's why they're clicking on your ads 15 times before they convert And that's why you're paying so much more than you have to pay for that customer All right, I'm doing my best to hurry up moss people So I am starting so um sear is going to tweet out. I know all this power bi shit is tough um, and you're like we're all lazy but Sear accounts going to tweet out one of my team members god bless her her name's catherine owens if you know her I've worked with her I'm so glad I get a chance to work with her She um was like I want to take this power bi thing you built will about these paas and give something to people at Moss kind of they can just do in a google sheet because it's a lot of work will to go from I don't know power bi up to like now I got to learn power bi and all this stuff So there's going to be we're going to tweet out a sheet that you can copy to do this stuff yourself But what we're now doing is we're engramming all of the questions The people also ask questions to find out what's trending on people's minds for our clients And then we can see if the cpa is higher or not and that's an indication of whether or not we're answering those questions Next thing that we're going to give you guys is um, we took the top one million sites on um majestic This guy who only worked at sear for seven months, but he freaking had a massive impact for us He built a scraper to basically go over the one million sites and determine whether or not It's got an ads.txt off of the root if it's got an ads.txt off of the root It's a high likelihood and it's a publisher right so what we're trying to do is figure out How can we determine if we got to sound more like a publisher at scale? So what we did we took the pay data took his custom data set and organic and now we're able to say things like hey You know what um, where are there keywords where 80% of the top 10 are all publishers We can share that mill that list of a million. It's jacked up. It's not working great But it's better than what you have today because I don't know how you're finding publishers at scale This is the top one million sites and whether or not they have an ads.txt on their domain All right What we ended up finding is for this one client that if they have five or more publishers in the search result That was our cpa if it's six or more or it's five or fewer versus six or more That's their average cpa. So when we don't sound like a publisher it costs us money Notice how i'm bringing this back to money and revenue That's wait, wait, why am I paying that much more will well because Google wants publishers and you're unwilling to sound like a publisher because all you want to ever do is slap a form on everybody And have them get in your funnel as soon as humanly possible My ppc people if you're ever like i shouldn't be bidding in canada and you negate the word canada Google will show your ads to all kinds of canadian queries that you don't know about because they got to give Their people raises this year right on your freaking page search budget So something that i like to do like the word brampton to me means nothing How am i supposed to monitor every single search term for every client because i owe it to them to protect their budget Like it was my fucking own So then i'm like, okay, how would i do this at scale i got all this scrape for every one of their search terms I know what i'm gonna do Anywhere a dot ca shows up more than three times in the top 10 i'm gonna assume that the word brampton means canada Done here's your list of negatives Because if you say you don't want to show up for canada keywords they'll let you show up for toronto You're like come on dog That ain't right All right, i'm gonna have to skip that one. So here's what i want you to do as i wrap up Just start keeping an eye out for this stuff you guys like i found um better help bidding on uh getting triple dipping Right and i was like oh that's interesting So the search term is therapist And just start looking at these related searches through a different lens Okay, so some people want it close Some people want it online. Thanks. So but looking at that think of a strategy Stop there and think of a strategy. Hey, you know, i want to change our landing pages to see if somebody's willing to do it online Or if they only want near me or both now you're gaining intelligence on that search query and how people kind of break out unique intelligence Then the word therapist for me triggers triggers black therapist near me and black therapist in philadelphia I didn't search for the word black therapist. I searched for the word therapist. So now i'm saying hey client Um, I think people might be searching by race which then triggered me to look up lgbtq Then I found out that a lot of people search for obgy n's um as to whether or not they're indian or not And I was like oh snap like we got to come up with a little rainbow coalition here Of ways to talk to our customer better and then I show them all the paid search terms that are missing out on all this stuff All right, let me skip this this and that Insurance I don't have a therapist. Sorry christie. I don't have a therapist Um, but if i'm marketing for a therapist like I need to know that insurance matters to people And I may or may not get that information from them So I hope that today wasn't disappointing and I'm sorry I had to go through that last part so fast I'm out of practice on presenting live But I want you to take this away Start thinking where are decisions in my company being made? Where I might be able to add unique value because I saw will reynolds present that stuff and got me to think differently Finally after 10 years of pouring his heart out about this stuff To to get in that room and show people what an seo is capable of I want you to ask yourself that because I think This presentation only gets you up to the ledge You're gonna have to find greatness yourself. You're gonna have to freaking jump off that ledge. I've showed you what's possible You're gonna have to be the one to jump and I'm gonna leave you with this because there's a lot of people in our world that are overlooked I was practicing my slide decks which I thought I would finish on time and I'm in the speakers lounge and one of the attendants here Big up the the attendants and the workers here that helped this thing to go off that work at the seattle convention center Um, you guys probably don't get a lot of shout outs, but I recognize some of the hard work you guys were putting in So this woman comes in to put in like the the the cookies or whatever there's cookies back there y'all So she goes to put in like the snacks or could the cookies or whatever and their chocolate chip And she's noticing that this i'm watching her while i'm practicing woefully my slide timing And i'm watching her and she's looking at the up in the sky and she's like oh the sun's starting to come in She puts her hands on them and she's like oh they're starting to get warm and moves them to the cold area of the room And then took the chips or whatever and put them under the other table where the sun was to me That is greatness Because it's you taking what your job is which is to bring in these chips and give it to some freaking guide It's yelling his head off practicing some slides and while nobody was watching She took the time to be like i want to make sure that the next person that comes in after me doesn't get some melted ass cookies or melted ass Kind bars or whatever it was So i want you all to find your internal greatness And next time you have the chance to drop off the tray and be like my job is done 16 000 word audit Put your hand over that make sure it's a little bit warm or hot for the next person And take care of them before you take care of yourself. Thank you so much for giving me the extra time. Have a great day guys Thank you