 Thank you Thank you very much everyone. Thanks for being here today Thanks for spending the time to get here in beautiful, Singapore and today. We're talking SEO for business All right, so before I start I like to get an idea of who I'm talking to so would You'd be able to raise your hands if you know what SEO is If you know what it is All right, and why don't we keep them up? Keep them up? Keep them up. I didn't say put them down yet. All right, keep those hands up Why don't we and I want you to keep your hand up if you've done a CEO and Keep them up if you've been paid to do SEO All right, cool. Excellent. Thank you very much That gives me a real good understanding of who we're talking to today because when you're paid to do SEO and You know a lot of us hear about it, but it doesn't give me a bit more of an understanding of who I'm talking to So you've heard my introduction today. My name is Matt Knight and my beautiful wife is down the front here with me We run MRKWP. We were called Divi Framework not long ago We niche down into Divi and unfortunately Divi has a trademark on it And I faced a bit of a disaster with the fact that we had to change our name because I realized my name was trademarked by somebody else Not a good day When I realized I needed to change that I wrote about that on the blog at MRKWP.com Now while we've got that in our minds MRKWP.com You can go there and access all my slides straight away It's already there all my notes are there as well as well as links to different things for every single slide Okay, so as we go through this you're going to be able to get all the information that you need go to MRKWP.com forward slash blog It's all there completely for free. You don't have to do anything. No affiliate links. Just enjoy all right But let's get into it today So I've got heaps of years experience in HTML, CSS and JavaScript I actually started coding when I was about six years old When I had taught me to code on a Vic-20 with basic on the Commodore Vic-20 as before the Commodore 64 And he taught me how to make timetables applications and a few different things and then I learnt DOS and So my comfort was the green screen black screen kind of thing with the green text That's my happy place and it's still my happy place. All right, but I know all this HTML CSS in JavaScript So why did I get into SEO and it simply comes down to this as the best way to get business results? You say we're building websites good code Nice designs and no traffic and why because we didn't I didn't understand SEO, you know Without this key part. We're doing a discredit to the rest of our work All right, we're doing a discredit to it So today we're going to go through a basic understanding of getting business results with SEO What do you need to know and what do you have to do? Okay? So first of all, we're going to say what is SEO? I'm going to bring in some new terms for you All right, because we've kind of complicated it a bit because most of us have been No, he pasty skimmed guys with a death metal shirt on that sits in the corner coding away With us ultra big gaming headset on and he's coding away aggressively and whenever you ask any question He's like no idiot as if you don't know not when I'm not that kind of guy I love sharing which is why I'm here today, right? So we're gonna go. What is SEO? What makes the best page for SEO? You know, why does Google pick the top page? We're gonna go into that What is good content? What makes a fast page? How do I measure my results? How can social media help my SEO and where do I start? All right, where do I get started? So let's get into it. First of all, what is SEO Because it's not some kind of magic. I don't have to get a wand or go to you know for those people that are Harry Potter fans I didn't have to go to Hogwarts to learn this. All right. It's not magic. It's simply some simple logic And what it helps us understand what is SEO is why do we have SEO in the first place? Let's think about this. Why do we have SEO? You see because it really comes down to this search engines want to deliver a great experience So in Australia, we have a term. Do we have any Aussies here? I know we do have a few Alright, so for the Aussies in the audience, you will know this phrase when we're at a barbecue and nobody knows the answer What do we say? Google it that's correct in Google we trust All right, there's no longer in God. We trust in Google we trust and we all assume Google gives us the correct result. Don't we anybody assume when they do a Google search that's wrong? No, we all assume it's right and what we have to remember is Google When you they send someone to your web page, they're referring someone of their trust to your website It's a referral. Isn't it? They refer somebody over it's a business relationship of a referral So at the end of the day Google senses their customers for free when we do SEO correctly So how can we refer somebody? I have to trust them. Don't I you don't refer people to things you don't trust So if I've got a spammy looking website Google doesn't trust me because my websites crap, right? So they're not going to refer so at the end of the day SEO is the ability of Communicating how trustworthy your website is with Google and they tell us in some cases what we need to do All right, that's what SEO is is Earning trust with a search engine so you can get that traffic and how do search engines understand if they can trust you What do they do? They use these things called algorithms. So for those of you who don't know Google has these things called robots spiders or crawlers take your pick, right? But basically Google goes around the internet looking at all the different pages It grabs your page and sends it back to their data center and in that data center They run algorithms over this index of data and to understand that data. They use algorithms The first one was that famous one where they looked at links the founders of Google were in a Library one day looking at white papers and they said, how do we know which one's worth reading? They said, well, surely it's the one that's been cited by other Leading thinkers the most Hey, what happens if we did the same sort of thing with web pages and They started to count links and say hey the number of links you have to a web page If a lot of people are linking to a page that must be an indicator that this page is good And that's really the birth of the first algorithm that was called the page rank Now since that time they've come up with all sorts of other algorithms Panda that was a doozy of a update that one Detected duplicate content a lot of people in WordPress got hit by this one up here Because we end up with duplicate content in WordPress How will your category pages tag pages things like that everyone gets tag happy Anyone got any tag happy customers that use their yeah, you know what I mean, right? They put hashtag this hashtag that they think they're on Twitter and you have to say no you're on your website You don't need five variations of the same tag. You just created five pages with links to this stuff That's duplicate content right Penguin well that detected fake or duplicate links or links worth nothing There's no point linking to your butchers website from plumbers are us It doesn't cut up. Does it think about it? Why would a plumber be linking to a butcher? That doesn't make a lot of sense. I guess maybe he did the plumbing at the butchers But you see what I mean like there's a lot of sense there So that's what this one does hummingbird was another one that helped people understand intent a great example of intent Yesterday me my wife were walking around the wonderful baby went up to see those gardens I don't know if anyone's seen the gardens up here. They're beautiful. I'd encourage you to go take a look if you haven't seen it yet And on the way back we said hey, let's get a Starbucks coffee So I said Starbucks Now because of the intent of the search Google gave me directions to Starbucks. It didn't give me 2000 word essay on Starbucks on the founders Didn't tell me about where they source their beans from or anything like that they it knows from intent that was hummingbird and Pigeon was another one that helped with local search as well. Okay, and then we had mobile get-in That was a while ago, but that basically means if your website doesn't work on mobile. We don't like you anymore That's what Google said and Fred just so you know every algorithm update recently is called Fred We got sick of giving them names. They're all called Fred now. All right So if you ever go to an agency and they say oh, it was a Fred update It could be any update that happened this year Because algorithms are now updating around 18 to 20 times a day The algorithms change that often with Google now their machine learning algorithms So that's why it's important that we understand this why because let's go back to our original premise What's important that best result? For the search engine, right? Search engines want to send people to the best possible page for whatever they search for That's what Google's trying to do and We need to work with Google if we're going to get SEO results for our business We need to work with Google to prove that we have the best result We have to prove it and how do we do that by creating awesome web pages? I'm going to go through that today. What does it actually take? Okay to make that great page But that's what we're doing here So less and less are we thinking about manipulating some sort of algorithm and we're actually thinking what's the best page? How do I make sure that I'm giving my? Potential clients the best possible experience That's what SEO is really all about So what does an SEO tech do? What would you say you do here? all right So what we do is we check your website against the algorithms and guides There's all sorts of guides out there if you go on to my website There'll be links to some various things as we go through but we basically look at your website And we say what's broken? What doesn't go with the algorithms? What's Google telling us that we need to fix? They can be things like you've got no alt text on any of your images You've got long sentences that are boring. You've got broken links. You've got duplicate pages You've got images that are broken You've got missing titles and descriptions on your page all this kind of stuff that needs to be fixed and The higher quality we get the better quality Google will pick up on your site Pretty simple if you think about it, isn't it? So we fix those errors and recommendations that are coming from search engines and there's great tools that help us do that So what is SEO? It's making the best web page for a given search term to maximize referral traffic That's what it is It's nothing else forget all the other stuff. It's making the best web page for a given search term And one thing I want to say really clearly is do not manipulate the algorithms Don't try to manipulate it What do you hope to gain? You're only going to get traffic from Google where people don't look at your page and leave anyway If you don't have the right to be the first page, don't expect it You've got to earn that referral. Okay Earn the referral make sure your page is actually worth linking to And you'll find that people will actually link to it. Okay Pretty simple So what makes the best page for SEO? What makes the best page? What do I actually have to have? You know 60 of your effort we've found should go into your content You can have everything else done great and we've had clients like this mind you All right, they have everything else done great. I know because we managed it We have the top level scores on sem rush and top scores on all the different tools that crawl the pages Fast loading times of less than three seconds on first load under a second and a half the second load We're talking a really great site good mobile experience, but their content stinks It stinks And they they can't really get over 10 000 unique users a month. They're struggling to get over 25 000 30 000 page views a month Because people and they don't get repeat visitors because their content stinks Okay, so you've got to make sure you get the content done first It should be mobile friendly. It should be fast. The other stuff is technical off-site things like links, you know You need people linking to your content So let's keep going, you know because you've got to think about it. You just can't get top spot Without that content. It's not going to happen. All right It ain't going to happen So let's think about this. You need to have great content So great content is always your starting point every other element of SEO can't match it Okay, it cannot match it You need that great starting point of great content So what is good content then? You know, so we know why we have SEO We know the parts of SEO, but but what what is this good content? What does that look like? What makes a great page and what tools can I use to get started with making this content? What can I actually use? So I've made this very simple checklist here. These are the four key things that I always look at First of all, your page has to answer what potential clients are searching for You could optimize for something that no one's searching for it won't get you a result Okay, so branded terms you you should optimize for them, of course But there's no point. What's one of your latest products Ricky from WP engine a name of a product Smart plug-in manager, right So Ricky works with WP engine a classy WordPress hosting outfit out of Austin, Texas And they come up with smart plug-in manager But let's think about that. Is someone going to be searching for smart plug-in manager? Or they might be probably going to be searching for something else, aren't they? So you could optimize for smart plug-in manager But the problem you're solving that's not actually displayed in the name of the product So you could rank number one for smart plug-in manager But what your users are searching for won't be there So your page needs to be comprehensive and easy to read Does anybody ever get to a page and go these sentences are just too short and easy to understand Nobody didn't think so. All right, you should have images and video to help communicate And a great title and introduction So let's think about that page. So Ricky's there with smart plug-in manager And he can go to Google and start to type in something and you get an auto suggest Anyone knows what I'm talking about there auto suggest Right you type something out auto suggest starts to fill out And these are what we call key phrases Now it only gets there if someone searched for it. If nobody's searched for it, it doesn't come in the list Okay, that's the only way it gets there And this is what we call keyword research Anybody heard the term keyword research? This is what it is. All right. Yeah, if you've ever heard of it This is what it is And you know what it's a deep hole of stuff you can go into for a long time. I always start with this And then from these ones, I look at the suggestions in Google and then I go to the other types of tools When I need to refine that further Now for those playing at home who went to mrkwp.com onto my blog There's a link to 10 free research tools With ahrefs and I've got another great one from Semrush as well there for you guys to click on to check out all sorts of Free tools you can use to further enhance your search keyword Research stuff. Okay. So if you want to do keyword research, I encourage you to check that one out So let's go on now. So I've got my keyword research Now I need to actually make a great page, right? And wonderful thing is there's tools to do that and in WordPress, they're free tools Who would have thought that WordPress had a plugin for that? Oh, that's right. It's got a plugin for pretty much everything, doesn't it? One of the ones that I really love right now is the scmrush writing tool Man, I'm hooked on this thing. It's great. You put your research into it And it tells you everything you need to do to write your content out It even tells you other words to put in your content Tells you how easy it is to read all that kind of stuff And of course for those playing at home on mrkwp.com You'll be able to get some links to some great tools about what you need to do here But let's just think about this Make sure that you put headings in all right Nobody likes to see a big block of text with no paragraphs and subheadings Make sure you do it. No more than 250 words Between subheadings, please. All right. Nobody likes them longer than that Keep your sentences as short as you can use active voice and make sure that you write to a lower grade level Okay, you can still have some sophisticated sentences, but try and keep it simple Everyone likes reading simple things. That's why people bought the harry potter book the original harry potter book They actually printed adult covers on it so adults could read it Even though it was made for primary school aged kids because everyone enjoyed the story. Okay It was a really good thing to do. Oh, we've lost the lights We're in the dark All right, we better talk about structured data now. All right, that's a bit of a dark space on the web Okay, but um look once you've got that content It's important to put some images and video in and if you can do structured data This is one of these little goldmines. I'm finding lately and this here is what you see with structured data So see here how we've got like this faq under the content here That's done with structured data One of my plugins is for the divi theme And it makes this structured data go into your faq People have frequently asked questions if you think about everything that somebody asks on google's a question It's also a good idea to have an faq on your important landing pages And when you put it in structured data, you get this nice little card here On your information now obviously if you can put a video on your page as well Hey, that's awesome But relevant content, please guys. There's no point putting cats playing pianos on your plumber's website The gif might look might look real cool Right with that cat with its arms out playing piano But it doesn't relate to the content. Okay, and don't go stealing other people's images All right get original content where you can Get your smartphone out and take a photo And put it in your web page It's not rocket science, but you know what it makes a difference relevant photos relevant images to your content help a lot Okay So we've got all that stuff in there and of course we have to think about our title and introduction Now let me ask you a question here. Who would say this is a correct statement Your membership journey starts when they land on your webpage. Who reckons that's true? Anybody? Nobody It's a bit of a trick question Because the journey doesn't start there if you think about it the journey starts in google when they read the title and description Of the text on your search link And that's called a meta title and description. Okay Now Yoast has a great free tool. This is the example that used being used on Gutenberg You can see here that we've got the meta description being filled out. This is the words there. That's your ad That's your free advert on google where they're going to refer people through Don't skimp on your titles and descriptions because that's your advert all right And you think about it just by changing this I did a test on one of our posts And I went from 800 unit views a month to two and a half thousand just by updating the title and description to better describe What one page was about That's all I did nothing else That's a lotty. That's not page views. That's users All right, that's really cool Two and a half thousand a month on one page Think about what that would cost you with ad words at a dollar a click You're already at two and a half grand for fixing one title and meta description And for those playing at home on an mrkwp on the blog you can actually click through to some information about that So what have we got here? You're going to craft this great content? Let's remember this your page has to answer what potential clients are searching for Your page needs to be comprehensive and easy to read and people need to understand it It should have images and video and it needs to have a great title and information with that meta description So that people can actually click it remember that's your ad that's your free ad in the search results in google Get it nailed So i've got this great page But everyone needs speed right You need to be fast Nobody ever said hey This page loads too fast. I don't know if I trust it It's like hey man, I went to your place your incidents just too fast. I'm not downloaded anything No nobody ever said that right because everyone loves fast pages. So let's give them what they want fast fast fast fast and that means I see a lot of people using gt metrics You guys familiar with gt metrics people know that tool. I love it. It's a fantastic tool But one of the big issues is people focus on these two things My website's got an a plus I've got a why slow score of You know what that's that doesn't matter It doesn't matter because you know what does your client? You know for stefanie up the back there for the trade is none of her trade is going to go on to stef's website And say oh, it's only a rated page speed score Are they it's not going to happen? They care about these other scores here How long did it take to load? Total time that's what matters. How big's the page? You know if I give people a 22 megabyte background video just to fill my header up with some nice moving clouds That's not a good idea to get this page speed down. Is it right total times? What really matters? That's what people really care about. So don't get caught up with these scores It's a vanity metric what matters is the time and I found this out when I was testing one of our websites I got my score to increase but my time went longer Because I was using ssl with http2 That meant that I can download lots of little small files instead of one big file all at the same time And it made my page go faster instead of combining it together and getting my page speed score up And that's when I realized I was chasing the wrong thing I don't have to chase the score. I need to chase a good time So for those people that really want to get good results aim for less than three seconds for your first page load Less than three, okay So of course there's a whole bunch of tools that can help you do this gtmetrics and lighthouse Lighthouse is a new tool from google. It installs in chrome use it follow the recommendations It's becoming a bigger and bigger thing. I use wp rocket As a plugin just to generally give me a lot of real kick on my site to get me a long way forward to my page speed It is premium, but I think it's worth it Next wp smash there is a free and a premium version of this this optimizes your images All right, so you don't end up loading like a 500 kilobyte image when 50 will do Okay, strip them down keep them small um next up We've got one of the most important ones of all and let's use a high quality host I love kinsta. Sorry ricky wp engine is cool too, but I've been with kinsta for a while. I've found them to be great I can solidly recommend them I think they're fantastic, but the thing is there's no point being on a bad host And getting slow times off that host or irregular downtime and stuff and expecting you to get good results So spend the extra 10 or 20 dollars on a premium wordpress host And at the end of the day, they're the ones who support events like this So you look at the sponsors here. They're good examples of good hosts You eat your site grounds your wp engines your kinsters go with those sorts of guys Because they know wordpress That's the point. They'll make it fast So we've got it all going fast. I put my awesome content in there now. I need to make sure I measure for the results What you don't measure you don't really know, right? And we always have analytics over assumptions assumptions is what gets us in trouble Oh, my customers don't really want simple text to read. I've actually heard that from a lot of my customers They don't really want that How do they know have you asked them? Do they even read your meaningless drivel? I don't actually say that to the client. So don't don't repeat that bit. But um, look, you know, make sure it's easy to read Okay, so we want to make sure we've got these ways of measuring things and you probably already know them Use google analytics and want to say use I don't mean put that snippet of code on your page and forget about it I mean use it Put the app on your phone read the stats people Right, it's got artificial intelligence there. It will even tell you what you need to know But use it. All right Google tag manager. Google didn't invent this just for the sake of it. It's actually got a real purpose use it Use it I wrote a recent blog post on my website about do you need a plugin for this? Do you need a plugin for google analytics? Do you need a plugin for your facebook pixel tracker? The answer is no I personally don't recommend you use plugins for this stuff really because you should know how this works Because tracking is important. Okay Use google webmaster console. Yep. That means don't just submit your site map Actually use it open it up Look at the information. It's giving you okay And finally I use the rank tracker with sam rush So once you've done one two and three if you haven't done one two and three don't look for a rank tracker. Okay Do one two and three first then look for the rank tracker. All right Rank trackers basically you can put some details in them and it tells you where you're ranking against your competition for certain keywords So you can track it again. Well, you don't track. You don't know you don't understand where you're really going with So I'm tracking everything. This is all going good. But what about social media? What can I do with social media to help my SEO? And what I found is there's one particular social media platform that loves links All the tweeters out there Looking at you twitter loves links. What do I mean by that twitter will actually share let you share traffic in links You can put your link on twitter and actually show it to people Half the time you put a link on facebook to your youtube video And all of a sudden it kind of just disappears Where'd that go? well Hey, who would have thought that facebook doesn't want people to leave facebook True, isn't it? You think about it facebook's model is showing people adverts. They do not want businesses to be sharing links without paying Because people leave facebook and that stops them making money off them because the more adverts facebook shows the more money they make So when you don't just ignore sharing your links, but just know twitter loves links And that means you can share this great content. You've crafted multiple times Some of my pages I put them in an auto-sharer. I use zoho social or deliver it Um, other people use hoot suite and that kind of stuff, right? And you put your link in there and you say share this every month And I just kept sharing it because how long is content lifetime on social media? How long does it live there for? A couple of days a week, maybe You see I see a lot of people putting all this effort into making facebook posts and twitter posts and instagram images But after a week no one looks at them anymore Is anybody ever here had a link to somebody like an image older than like a week or two on instagram? It happens sometimes, right? Yeah facebook, but how often does it happen? Like maybe one in a hundred not without boosting you're not paying for ads or anything like somebody actually finds content You posted a year ago and just randomly likes it If they did that you think man, I've got a stalker. What's going on here? You know Why someone liking something I posted two years ago? But the thing is you can have a blog post And update it once every two years just give it a little bit of improvement You know on something real important for your industry and it'll get you traffic every single day of the week from google Over and over and over and it will still be relevant for those people searching for it It's not going to change That's the power of your content lifetime so use automation tools to share that piece of great content You spend all the effort building and make sure that people Get it shared to them on twitter Because you know if I show you something today like structured data somebody might not have used structured data before it's new to them today I've been using it for two years But it's new for someone today, right? And that same information I learned before is still relevant today. So why should we Not do that So use those automation tools you create that great content share it again and again and again Use google my business for it as well if anyone is aware of google my business you have the posts in there They get a heap of traffic for nothing Make sure you use it It works really really well All right, so wordpress.io. Where do we actually start? You've seen all this today. What are you going to do to get started? What do you actually have to do? And these are some simple steps first of all Start with wordpress Up here start with wordpress Wordpress actually out of all the tests I've seen gives you more of a result than anything else out of the box It's it's really quite a great cms. It's such a wonderful piece of software. Okay Second up Let's make sure we get a fast host Okay, if you don't have these two things sorted then the rest of my advice is probably a little bit mute Next up Use a mobile optimized theme now. I've been a fan of divi for a long time But I've been starting to use astralop particularly since Gutenberg's come out And the reason is simply this the pages are lighter All right, each page has less code So let's think about why this is important google has a set amount of resources Don't know they've got data centers and they're sucking all these pages in Now if they've got a budget of how much processing power they're going to give my website And all my pages are half the size they're going to get through twice as much content Of the same amount of processing power You get what I mean Because the pages are smaller they're lighter They're leaner and not only is that better for my own customer because the page loads faster But at the same time google likes it too So look for something that's lean. I like astra. It's a good place to start If you can get something that's amp compatible, I think amp is worth exploring How to take a look at that accelerated mobile pages we're talking about Install Yoast That's free great SEO tool I would encourage you to use scm rush. That's free as well And of course once you've got these tools set up Fill your website with great content using the tips I've got today And you'll be well on your way to getting great traffic And look that's it That's how you do it. All right So remember focus on content And ask me some questions. The only bad question is the one that's never asked Okay Hi, Frank Yep Yes Oh Yeah, the domain name extensions have no impact On where you're ranking what matters is your citation making sure your address details are correct So that means there's a listing management tool that you can use in sem rush But you look at where your domain name is and where that business is mapped to All right And within that you'll be able to see hey Google knows that i'm in this area. Google knows i'm servicing this region So that's what matters your content again and doing the right structured data That's what will determine um that google knows you're in the right local area You're welcome down the front So Yes, yes, it will anything you do to improve your content can improve ranking when it comes to images specifically I'm not having something like dsc 001.jpg. It's better to have Matt and Kate at the zoo.jpg And then have the alt tag saying matt and Kate at Singapore zoo You got what i mean So describing as best you can if you think about it if you can look at something and not know what it is from any form in a machine Then you're better off relabeling that to make it so it's comprehensible So names with hyphens for your image names is best Okay Yeah, we've got a couple up the back there ricky Hi matt Hey That was good insight that facebook i mean it's it's obvious now, but it was a good reminder that facebook does not like Links out of facebook, but why did you say that twitter likes links? Well twitter's becoming one of the big search engines So let's think about what twitter is the number one in right now. They're number one in news that's now So nobody ever says we're trending on facebook right Nobody ever says we're trending on youtube They say we're trending on twitter because twitter is about now information and twitter is used to share links by news sites That's their bread and butter So sharing links in twitter what i found if i share the same link in facebook and twitter with the same audience I get more views in twitter instantly for the same content when everything else is considered the same Because twitter Actually wants you to use them as a kind of search engine for what's happening right now That's what they want That's what their speciality is So for them you find in content and using it as a search engine and going to the link is the same benefit that google has They're helping you answer a question about right now Okay, thank you. You're welcome Hi matt Hey, I wanted to ask a question without making it sound So complicated because working with users one of the difficult questions they ask and something that you mentioned When their content isn't good. Yes Isn't that subjective a lot of times I understand that you have the bullet points of you know what qualifies as good content But if you spoke into anyone who's built their own website, they they all imagine that they have the best content that's out there Sure. Well, all I can tell you is the stats Prove it That's when you say let's look at the analytics because google didn't come up with this Because it's going to hurt their users. Did they let's think about this for a second Does google want to send people to anything that's not proven? No They keep the analytics. They're they've got some of the best AI learning tools. They built tensorflow They're using markov ai algorithms and all these different wonderful technology things With one purpose Us as google understand how to deliver the absolute best result to search So when somebody says hey, no my content's better than what google says. They're actually saying i'm smarter than google You know what I mean like to take it to that level now It doesn't necessarily mean that google always knows better with every audience. You can have things that are more formal Or less formal in the way that you communicate things And there's also things like trust for example google will look at things like hey, this guy's matt nighton He's writing about a torn calf muscle and what he did to recover it We're not sending anybody there because he's not even a doctor. He talks about seo for goodness sakes Right because there's a level of trust there So there is that factor to consider and google does factor that stuff in they have a term called your money or your life And anything that's in your money or your life things like legal advice stuff on divorce Things are about medical journals all that kind of stuff have a slightly different algorithm applied to them About the way those businesses communicate Because it's different Right reading a medical journal is a heck of a lot different Then reading something about my steps to do a kickflip on a skateboard Right and the audience is different Your guidelines or those discussions that you have with your clients do they generally fall then industry specific They do as a matter of fact the sem rush tool does apply those industry specific things in the writing tool So if you put those types of keywords in there, it will automatically say we encourage you to be more formal Or more casual We suggest you to write slightly longer sentences for this and your content should be 2000 words Not 1000 because of the type of thing that you're targeting Yeah, so it does take that into account And grab me if you want to ask anything as well afterwards i'm i'm big but i'm approachable. All right