1 00:00:00,682 --> 00:00:01,842 Welcome back, everyone. 2 00:00:01,842 --> 00:00:05,962 For those of you who are just joining this room, I'm Gail Massberg, and I'm Sirius Marketing Manager. 3 00:00:06,682 --> 00:00:13,082 I get the pleasure of working for Sirius kind of behind the scenes, but also getting all of you lovely people to events like this. 4 00:00:13,722 --> 00:00:15,082 So I appreciate you being here. 5 00:00:16,522 --> 00:00:17,882 For this next session, 6 00:00:18,682 --> 00:00:20,122 It's a pleasure to introduce Neil. 7 00:00:20,442 --> 00:00:23,322 Am I getting it all right? 8 00:00:23,962 --> 00:00:25,442 All right, close. 9 00:00:25,442 --> 00:00:26,362 You're like, no, but okay. 10 00:00:27,162 --> 00:00:29,002 President of Digital Marketing Strategies. 11 00:00:29,242 --> 00:00:40,202 Neil has worked in online optimization strategy since 1997, giving him a front row seat to the full evolution of search from early SEO to today's AI-driven transformation. 12 00:00:40,602 --> 00:00:47,482 Over his career, he's helped more than 500 organizations strengthen their online visibility through consulting, training, and education. 13 00:00:48,202 --> 00:00:53,962 In this session, Neil will break down how AI is reshaping search optimization and what it means for your organization. 14 00:00:55,002 --> 00:01:02,282 You'll gain practical strategies to adapt your approach, improve visibility, and stay competitive as search continues to evolve. 15 00:01:02,682 --> 00:01:05,882 Please join me in welcoming Neil and Teresa. 16 00:01:09,482 --> 00:01:10,362 Thank you very much. 17 00:01:12,602 --> 00:01:18,282 My moniker is the world's oldest digital marketing person because I've been doing this literally. 18 00:01:18,442 --> 00:01:20,042 I was in marketing and sales. 19 00:01:20,042 --> 00:01:20,762 I was a sales manager. 20 00:01:20,762 --> 00:01:21,802 I was a marketing manager. 21 00:01:22,202 --> 00:01:27,482 And one day my college professor called me and said, I'm starting something called an internet services provider company. 22 00:01:27,802 --> 00:01:31,002 And the actual conversation was, what is that? 23 00:01:31,042 --> 00:01:32,842 And he said, do you know what AOL is? 24 00:01:32,842 --> 00:01:36,682 So if you understand AOL, you'll know how far back I've been doing that. 25 00:01:37,722 --> 00:01:39,162 But I've also grown with it. 26 00:01:39,402 --> 00:01:41,322 I'm not still proposing the things. 27 00:01:41,322 --> 00:01:43,322 I just know where everything came from on there. 28 00:01:43,882 --> 00:01:47,802 Let's move to the next slide and I'll show you exactly what we're talking about because I have a question for everyone here. 29 00:01:48,122 --> 00:01:54,042 How many people here notice that they're not getting the traffic they were a year ago on their websites? 30 00:01:55,482 --> 00:02:01,642 And how many of you looked and seen, gee, we're still ranking well, we're just not really getting any traffic. 31 00:02:02,042 --> 00:02:03,402 That's where this started. 32 00:02:04,242 --> 00:02:11,002 About a year ago, I had customers come to me saying like, hey, we're doing everything, but we're getting like half the people coming through. 33 00:02:11,842 --> 00:02:17,002 And we'll get into this a little bit about what we call click-through traffic and where we have to kind of change our mindset. 34 00:02:20,602 --> 00:02:23,322 So this is where the reason that is happening. 35 00:02:24,042 --> 00:02:29,962 So if you go back here to 2020, that's what, if you were organically #1, you were about midway in the page. 36 00:02:30,362 --> 00:02:31,562 Yes, there were videos. 37 00:02:31,562 --> 00:02:33,402 Yes, there were some Google ads ahead of you. 38 00:02:33,562 --> 00:02:35,562 But you were still in visual range. 39 00:02:36,442 --> 00:02:42,522 Well, this little thing called the, especially on Google, this little AI overview suddenly appeared. 40 00:02:43,322 --> 00:02:44,562 And that takes up a lot of space. 41 00:02:44,562 --> 00:02:47,482 And then when you open it up, it really takes up a lot of space. 42 00:02:47,642 --> 00:02:48,602 And then your ads. 43 00:02:49,002 --> 00:02:54,122 So now, even though you're organically #1, you're now below the fold. 44 00:02:55,002 --> 00:02:59,082 How many people here like scrolling through pages to get what they want to look for? 45 00:02:59,722 --> 00:03:00,522 Exactly. 46 00:03:01,482 --> 00:03:06,282 So here's the biggest reason is because you've been visually kind of pushed out of the way. 47 00:03:09,722 --> 00:03:20,362 So what that translates into is last year, if you were organic position number one, you were going to see on average a 32% decrease in click-throughs. 48 00:03:21,002 --> 00:03:27,562 Meaning you're still there, just people don't get to it, so they're not clicking on you and going to your website, so you're getting less traffic. 49 00:03:28,042 --> 00:03:31,642 If you're in organic position #2, it's a 39% decrease. 50 00:03:32,202 --> 00:03:37,402 And every month I go back and look at this table, the numbers keep going higher and higher. 51 00:03:38,362 --> 00:03:42,922 Organic information, anything below that, you're talking 77% decrease. 52 00:03:43,642 --> 00:03:49,482 And I do analytics and I do optimization for about 34 companies on a regular basis. 53 00:03:49,882 --> 00:03:52,442 So I get to see it across a wide range of industries. 54 00:03:52,442 --> 00:03:53,882 This isn't one group. 55 00:03:54,282 --> 00:03:56,122 This is everybody it's happening to. 56 00:03:58,682 --> 00:04:01,322 So the, could you go back to one slide? 57 00:04:04,442 --> 00:04:04,682 Okay. 58 00:04:07,722 --> 00:04:11,882 So that this isn't some crazy man up here just coming up with nice little numbers to show you. 59 00:04:12,802 --> 00:04:15,882 Some of the people that I was looking at to see, is this really real? 60 00:04:16,362 --> 00:04:18,442 Can anybody show me tangible evidence of this? 61 00:04:18,922 --> 00:04:24,122 And you see Search Engine Journal, which is to me, I think they're a very reputable organization. 62 00:04:24,322 --> 00:04:31,002 Has anybody ever heard of the Pew Research Center, Search Engine Land, and even SEMrush? 63 00:04:33,482 --> 00:04:41,642 So the factors that are impacting why there's a change, it's not just that drop in the AI that's pushing everything down. 64 00:04:42,042 --> 00:04:43,402 It starts over here. 65 00:04:44,242 --> 00:04:45,722 I'm not sure how to pronounce that name. 66 00:04:45,762 --> 00:04:49,642 I've gone to their site many, many times, but it's also on several other sites. 67 00:04:50,122 --> 00:04:57,242 Google has pretty much come out and said our new focus is e-commerce transactions. 68 00:04:57,882 --> 00:05:00,202 Have you noticed when you Google something, it's really not answers. 69 00:05:00,202 --> 00:05:02,042 It's a lot of products showing up. 70 00:05:02,602 --> 00:05:05,242 They want to be the next Amazon is a simple way I can put it. 71 00:05:05,722 --> 00:05:10,722 So they've even admitted they really don't want to be a search engine the way they were in the past. 72 00:05:10,722 --> 00:05:12,922 So that's factor #1. 73 00:05:13,562 --> 00:05:19,002 Then we come over here and we say Pew Data Center confirmed 50% reduction in SERP clicks. 74 00:05:19,962 --> 00:05:20,922 That's the other reason. 75 00:05:21,162 --> 00:05:24,522 The amount of space coming down on it, that's another reason. 76 00:05:25,002 --> 00:05:28,202 LLMs are overtaking search and AI recommendations. 77 00:05:28,442 --> 00:05:34,762 The adoption of people using LLMs or AI platforms to do searches is increasing. 78 00:05:35,242 --> 00:05:39,962 And then finally, I think this is actually one of the biggest reasons, think like a customer. 79 00:05:40,522 --> 00:05:48,042 If you're a buyer and you go on to a search engine, do you really like going through seven or eight different websites and trying to find what you're looking for? 80 00:05:48,842 --> 00:05:51,562 What AI is providing people, and this is smart, 81 00:05:52,202 --> 00:05:58,602 a simple, synthesized paragraph, all tailored to the way you entered your information there. 82 00:05:58,922 --> 00:06:02,202 And it has little clicks to all the different places, all in a nice little place. 83 00:06:03,162 --> 00:06:06,042 I don't even have to flex my finger to get down to the pages. 84 00:06:06,602 --> 00:06:09,482 That has a lot to do with these changes that are happening. 85 00:06:12,442 --> 00:06:13,882 So this is where we need to be. 86 00:06:15,082 --> 00:06:19,482 This is at the top of anything, specifically Google, but you're going to now see Bing has it. 87 00:06:20,162 --> 00:06:21,962 DuckDuckGo even has it now. 88 00:06:21,962 --> 00:06:26,282 So I mean, there's an AI performance, AI result coming up on all the pages. 89 00:06:26,762 --> 00:06:28,522 So why do we need to be here? 90 00:06:28,842 --> 00:06:31,962 Very simply put, this is where the eyeballs are. 91 00:06:32,522 --> 00:06:37,002 This is ahead and above all the organic listings. 92 00:06:37,562 --> 00:06:41,562 So it's important to understand where are these listings coming in? 93 00:06:41,962 --> 00:06:45,402 Well, this has actually changed over the last two years. 94 00:06:45,642 --> 00:06:48,602 Where it says Wikipedia plus five and it says citation, 95 00:06:49,442 --> 00:06:53,162 That originally looked like a little paperclip, and that's what I had people, what's a paperclip? 96 00:06:53,482 --> 00:06:54,922 That's a link to the source. 97 00:06:55,002 --> 00:06:56,362 Why didn't they put the name on there? 98 00:06:56,602 --> 00:06:57,882 Well, they got enough complaints. 99 00:06:57,882 --> 00:06:58,522 They did change it. 100 00:06:58,522 --> 00:07:02,122 They put the name on there, but this has a very low click-through rate. 101 00:07:02,842 --> 00:07:09,402 So Google started adding what looks like a Google ad or an actual listing to the right-hand side. 102 00:07:09,402 --> 00:07:10,842 These are called mentions. 103 00:07:11,882 --> 00:07:13,562 These do very well in click-through. 104 00:07:13,562 --> 00:07:15,802 They're probably not as high as the traditional, 105 00:07:16,202 --> 00:07:17,922 But that's probably your best Ave. 106 00:07:18,042 --> 00:07:20,362 because that looks like a Google listing. 107 00:07:20,762 --> 00:07:24,122 People are choosing that, and that's one of the best avenues to go in. 108 00:07:24,762 --> 00:07:32,602 The other thing is, if you show up here, you show up here, you're going to notice that all of a sudden you're dominating the page. 109 00:07:33,562 --> 00:07:41,402 There is, I remember the days when people said, when I would do this about search engine optimization years ago, when people would say, well, that's because Google picked those people. 110 00:07:41,402 --> 00:07:43,162 They didn't realize it was an algorithm. 111 00:07:43,562 --> 00:07:45,242 Well, it's even worse with this. 112 00:07:46,122 --> 00:07:49,482 Look, AI, that's smarter than anyone out here, and look what they picked. 113 00:07:49,882 --> 00:07:51,562 Well, that's kind of the same Ave. 114 00:07:51,642 --> 00:07:52,202 that happens. 115 00:07:52,202 --> 00:07:53,482 It's very influential. 116 00:07:56,922 --> 00:07:58,442 But here's something we have to be aware of. 117 00:07:59,002 --> 00:08:00,682 We're not completely AI yet. 118 00:08:00,682 --> 00:08:03,162 We're not, we haven't lost all SEO. 119 00:08:03,722 --> 00:08:04,842 So what do we do? 120 00:08:05,002 --> 00:08:07,722 We got to kind of balance ourselves between both of them. 121 00:08:08,682 --> 00:08:12,922 So from traditional SEO, it's about 50, 60% still of the work. 122 00:08:13,322 --> 00:08:15,162 We want to go with a hybrid approach. 123 00:08:16,042 --> 00:08:22,922 And actually, the way AI optimization works is, if you think about it, really starts out with a layer of SEO. 124 00:08:23,202 --> 00:08:27,962 And I want you to think of how do we optimize from show up in these search results in AI. 125 00:08:28,362 --> 00:08:30,682 It's like an added layer on top of it. 126 00:08:31,322 --> 00:08:40,602 So that is what we call the hybrid approach, because it doesn't make sense to be not show up at all in traditional or to show up, you know, just only in traditional. 127 00:08:40,602 --> 00:08:42,282 We're kind of in that halfway mark. 128 00:08:47,322 --> 00:08:51,482 This is the biggest thing that we have to have a mind shift in the way we look at it. 129 00:08:52,042 --> 00:09:01,882 We've all been trained, we work with pages, we have a keyword phrase we're going after, and it's one keyword phrase or a couple per page. 130 00:09:01,962 --> 00:09:03,202 Nothing goes past those. 131 00:09:03,202 --> 00:09:08,762 They're all in nice little order because the algorithm knows these as individual pages. 132 00:09:09,562 --> 00:09:11,722 We look at pages, we look at keywords. 133 00:09:12,202 --> 00:09:14,202 We're going to change that thought process. 134 00:09:14,202 --> 00:09:24,682 We're going to go from that formula over to this, which means now we may take a paragraph out of this page and make a pile over on this side. 135 00:09:25,002 --> 00:09:30,682 These piles we're creating are knowledge zones or hub spaces. 136 00:09:31,402 --> 00:09:33,402 So it goes beyond borders. 137 00:09:33,802 --> 00:09:35,722 AI doesn't see it as a page. 138 00:09:35,722 --> 00:09:39,242 It sees it as a piece of knowledge node buried in there. 139 00:09:39,242 --> 00:09:46,042 So no longer do we have to, if we have to add more things to a page, we don't have to make the page longer and have it all on one page. 140 00:09:46,202 --> 00:09:47,762 We can create a blog post. 141 00:09:47,762 --> 00:09:49,562 We can create a technical document. 142 00:09:50,122 --> 00:09:59,882 And in the back end, as you'll see a little bit soon, is with the schema tags, we can connect those things so that the AIs know, oh, this is part of this, is part of this. 143 00:10:00,682 --> 00:10:03,082 So instead of having to say, I've got to create more pages. 144 00:10:03,082 --> 00:10:04,402 No, you don't have to create more pages. 145 00:10:04,402 --> 00:10:05,642 You don't have to add more length to them. 146 00:10:06,042 --> 00:10:11,402 You can add them from other areas, because you can just say, take this part and add it to this pile. 147 00:10:12,042 --> 00:10:13,322 That's the best way I can explain it. 148 00:10:13,322 --> 00:10:22,562 But the big switch, whether you look on either one of these, is we've got to stop looking at, and with 34 customers, I keep getting people, I don't care about this. 149 00:10:22,562 --> 00:10:23,882 Where's my ranking? 150 00:10:25,642 --> 00:10:27,642 Ranking's kind of lost its meaning. 151 00:10:28,122 --> 00:10:31,482 Because what you want to look through is what is the click-through rate. 152 00:10:32,202 --> 00:10:39,842 So because you can rank number one on Google for a word, and if nobody clicked on it, really doesn't help you from a business standpoint. 153 00:10:40,122 --> 00:10:41,962 They got to make that conversion over. 154 00:10:42,602 --> 00:10:48,202 So when you look at that, there's all these new segments in the way organic search comes in. 155 00:10:48,202 --> 00:10:49,402 There's AI search. 156 00:10:50,202 --> 00:10:52,602 There is people also asked. 157 00:10:53,402 --> 00:11:07,562 There are, I'm trying the other one was the images and then, but the big ones you want to look at is people also asking things to know which those results are generated from the AI results or influencing what Google comes in with on that. 158 00:11:11,562 --> 00:11:18,682 Before we start anywhere, before you even try to optimize, you got to take stock and clean your house first. 159 00:11:19,242 --> 00:11:22,442 So if, does anybody here know what Screaming Frog is? 160 00:11:24,282 --> 00:11:24,442 Okay. 161 00:11:25,242 --> 00:11:26,282 It's a free tool. 162 00:11:26,282 --> 00:11:27,082 Download it. 163 00:11:27,082 --> 00:11:27,722 It's worth it. 164 00:11:28,522 --> 00:11:31,962 Screaming Frog can tell you everything that's wrong with your website. 165 00:11:31,962 --> 00:11:36,482 And if you have a site under 500 URLs, basically it's free. 166 00:11:36,482 --> 00:11:37,482 You can use it for free. 167 00:11:38,522 --> 00:11:40,042 Screaming Frog. 168 00:11:41,722 --> 00:11:42,202 Frog. 169 00:11:42,202 --> 00:11:44,082 I'm going to get a drink of water. 170 00:11:44,082 --> 00:11:46,682 I think I'm parched. 171 00:11:54,602 --> 00:11:58,362 The reason I like Screaming Frog is this is kind of a representation of it right here. 172 00:11:59,642 --> 00:12:01,402 You can enter in your URL. 173 00:12:01,962 --> 00:12:02,962 It'll give you everything. 174 00:12:02,962 --> 00:12:09,642 It'll tell you your URL, your page title, description tag, H1 tags, H2 tags, all the content, anything wrong with your site. 175 00:12:10,122 --> 00:12:13,722 You can go ahead over here and say, show me what all the issues are. 176 00:12:13,722 --> 00:12:14,522 they serious? 177 00:12:15,002 --> 00:12:19,242 It'll tell me down here, it'll tell me what the issue is and what the impact it's causing. 178 00:12:19,562 --> 00:12:21,242 It'll also tell me how to fix it. 179 00:12:21,802 --> 00:12:28,042 And then if you click on this, window over here will tell you everything about where that problem is. 180 00:12:28,682 --> 00:12:30,042 Why is this important? 181 00:12:30,842 --> 00:12:35,962 Because AIs also look at sites the same way traditional search engines look at it. 182 00:12:36,282 --> 00:12:41,802 If you've got broken links, if you've got a large amount of duplicate content, those are problems. 183 00:12:42,402 --> 00:12:45,642 and they can't be fixed by just saying we're going to optimize for AI. 184 00:12:45,882 --> 00:12:47,402 You've got to clean those up first. 185 00:12:47,802 --> 00:12:54,362 So you've got to go through, take inventory of what you have, get that started, then we can move on to the next one. 186 00:12:57,962 --> 00:13:00,042 And this is kind of the workflow process. 187 00:13:00,042 --> 00:13:03,242 Now I'm going to walk through this, understand 188 00:13:03,882 --> 00:13:05,322 This takes some time. 189 00:13:05,482 --> 00:13:08,642 So I apologize if I don't go down to the root level of every single ed. 190 00:13:08,642 --> 00:13:13,242 I'm going to walk through the concepts involved with each one of these, because they take time. 191 00:13:14,122 --> 00:13:15,882 And I don't think we have that amount of time to do that. 192 00:13:16,442 --> 00:13:26,282 There are four basic audits, and these translate directly to what is important to AI, to LLMs and to AI overviews. 193 00:13:27,162 --> 00:13:30,122 The first one is what is called an entity audit. 194 00:13:32,282 --> 00:13:39,042 Take the word concept, topic, or page and change it to what AI understands it to be, those are entities. 195 00:13:39,042 --> 00:13:42,442 In other words, they are unique nodes within there. 196 00:13:42,842 --> 00:13:52,122 So what an entity audit does is it kind of maps the page and translates it into these are all the entities your site has, primary, secondary, tertiary. 197 00:13:53,082 --> 00:14:02,202 It'll also then give us a mapping, and it'll also give us within every entity that is described by an RDF triple. 198 00:14:02,402 --> 00:14:03,962 And we'll get into that in just a second. 199 00:14:04,762 --> 00:14:10,922 The way we do each one of these audits is the first part is we say, make a perfect entity map. 200 00:14:11,642 --> 00:14:17,482 Or you go in and you find out who's showing up in the AI results, and you say, audit these companies. 201 00:14:17,962 --> 00:14:21,322 Take these people and show me what their entity mapping looks like. 202 00:14:22,162 --> 00:14:31,082 whether you use the perfect or what's existing, you then follow that up with the next prompt in there is going to be, give me a gap analysis. 203 00:14:31,282 --> 00:14:34,842 What entities are they showing up under and what am I missing? 204 00:14:35,402 --> 00:14:36,922 So we're basically doing that. 205 00:14:36,922 --> 00:14:40,122 We'll do that for every step of every one of the audits. 206 00:14:40,922 --> 00:14:42,682 We then do a semantic audit. 207 00:14:43,002 --> 00:14:46,122 We then do, has anybody ever heard of EEAT? 208 00:14:47,962 --> 00:14:53,802 Same thing, slightly different meaning for AI than it did for organic optimization. 209 00:14:54,762 --> 00:14:59,082 Then we want to look at a topical authority audit, but they all do the same thing. 210 00:14:59,122 --> 00:15:00,042 What's the perfect? 211 00:15:00,282 --> 00:15:01,162 Where are we at? 212 00:15:01,322 --> 00:15:02,842 Give me a gap analysis. 213 00:15:03,722 --> 00:15:05,482 This is iterative prompting. 214 00:15:06,202 --> 00:15:07,962 I've tried doing this with a chatbot. 215 00:15:07,962 --> 00:15:08,722 I've tried doing that. 216 00:15:09,162 --> 00:15:11,642 You need to do this one step at a time. 217 00:15:11,642 --> 00:15:12,722 If you try to combine 218 00:15:12,922 --> 00:15:16,962 It throws, there's, I've not been able to get it to give me a solid result. 219 00:15:16,962 --> 00:15:20,842 You need to take one audit at a time and add to it. 220 00:15:21,442 --> 00:15:25,402 When we get to the end, we'll say, put a summary together and give us all that information. 221 00:15:28,682 --> 00:15:35,322 So the core deliverables of an entity audit are, it'll identify what the entities are. 222 00:15:36,042 --> 00:15:38,522 It'll develop an entity gap analysis. 223 00:15:39,242 --> 00:15:42,682 It'll give us a basic schema markup validation. 224 00:15:43,642 --> 00:15:48,322 It will help us resolve any ambiguities, and I'll explain that in just a second. 225 00:15:49,322 --> 00:15:53,962 Authority, sentiment footprint, and identifies wiki data matches. 226 00:15:54,282 --> 00:15:57,962 And this goes back to the ambiguity. 227 00:15:58,682 --> 00:16:02,842 If I've had, and I've actually had this happen, I had a customer that said, we want to be #1 in windows. 228 00:16:03,562 --> 00:16:08,522 I'm a bit of a smart alecky person, so I said, well, do you mean those kind of windows or those kind of windows? 229 00:16:09,522 --> 00:16:10,162 I said, what do you mean? 230 00:16:10,162 --> 00:16:11,482 I said, they're both windows. 231 00:16:12,042 --> 00:16:15,402 See, that's one of the beauties, is AI in this. 232 00:16:16,122 --> 00:16:20,762 You'll notice it says Wikidata, and it usually has a queue number in front of it, right here like that. 233 00:16:21,882 --> 00:16:28,282 If you go to that, and you have to have an AI agent to be able to get into it, defines it. 234 00:16:28,282 --> 00:16:36,842 So it defines it as in a triplet, and that's basically an object predicate noun, and it'll say windows. 235 00:16:37,562 --> 00:16:44,842 It'll say glass, construction or visibility, Windows, software, Microsoft. 236 00:16:45,722 --> 00:16:49,402 So that little number is called a knowledge note. 237 00:16:49,402 --> 00:16:51,082 It's in a knowledge graph. 238 00:16:51,962 --> 00:16:55,242 And it's for a lot of things you don't realize it already covers. 239 00:16:55,642 --> 00:17:05,242 So if you can identify with what your item is, especially if there's like multiple meanings for it, by attaching it through the schema to that number, 240 00:17:05,722 --> 00:17:11,962 It now validates that, no, you make glass windows that are used in construction, not Microsoft. 241 00:17:12,362 --> 00:17:17,482 So it clarifies that, which means you're going to be in the proper searches, not in the wrong areas. 242 00:17:17,802 --> 00:17:19,642 It helps define things. 243 00:17:20,442 --> 00:17:26,042 The other thing on there is when we talk about the, like here's one that we did for an actual company. 244 00:17:26,362 --> 00:17:28,282 So the company's called Williams and Hussey. 245 00:17:29,082 --> 00:17:33,882 And one of the things on here is it says wood planer, third one down, wood planer. 246 00:17:34,282 --> 00:17:45,002 That's actually defined in Wikidata as a Q206-1054 secondary function node surfacing, surfacing of wood products. 247 00:17:45,322 --> 00:17:47,162 That defines it exactly. 248 00:17:47,562 --> 00:17:54,762 Because one of the problems we have in content, we don't have the space, nor do we want to make things overly wordy on a page. 249 00:17:55,162 --> 00:17:57,722 So the problem is it gets lost in translation. 250 00:17:58,202 --> 00:18:00,042 This helps identify that. 251 00:18:00,802 --> 00:18:08,842 And then what this will do, and this again here is the subject, predicate objects, wood molders used for architectural millwork. 252 00:18:10,362 --> 00:18:16,122 Each entity is defined by all of these triples in there, the RDF triples. 253 00:18:16,842 --> 00:18:21,002 So this is breaking it down into what do we have and what don't we have. 254 00:18:21,562 --> 00:18:22,682 So that's one area. 255 00:18:22,682 --> 00:18:26,842 The next area is going to be the semantic audit. 256 00:18:28,042 --> 00:18:35,882 And whereas the entity audit is going to work on objects and actors, the semantic audit is focusing on verbs and content. 257 00:18:36,922 --> 00:18:50,642 So what we look at here is core deliverables of a semantic audit is going to be the intent mapping, the alignment, so it analyzes for search intent, information, navigation, commercial, transactional, topic depth, 258 00:18:51,922 --> 00:18:57,802 In coverage, supportive terminology, are you an expert in this, which will go into the next audit. 259 00:18:58,282 --> 00:19:02,282 Contextual hierarchy analysis, vector distance evaluation. 260 00:19:02,282 --> 00:19:17,562 It's looking at all these important little subcategories and it's evaluating, again, by best practice and then by you and providing a gap analysis, providing you the answers of how do you get to be #1, how do you show up in AI. 261 00:19:18,442 --> 00:19:26,042 And each one of these evaluations or audits is a part of what AI is looking at and what is slightly different than traditional SEO. 262 00:19:27,642 --> 00:19:29,482 So an entity audit puts you on the map. 263 00:19:29,482 --> 00:19:33,082 The semantic audit ensures you are the best answer. 264 00:19:33,722 --> 00:19:36,042 So the first is kind of, are you in the right category? 265 00:19:36,042 --> 00:19:38,922 The second one is, yeah, you've got the information to be here. 266 00:19:42,762 --> 00:19:45,722 Somebody raised their hand that they remembered what the EAT principle was. 267 00:19:45,722 --> 00:19:51,882 EAT principle was actually developed in 2014 by Google, and it was only EAT. 268 00:19:52,202 --> 00:19:58,922 In 2022, as AI started becoming more popular, it basically added another E. 269 00:19:59,562 --> 00:20:04,842 So there's experience, expertise, authoritativeness, and trustworthiness. 270 00:20:05,602 --> 00:20:07,482 What they mean by experience, 271 00:20:08,762 --> 00:20:13,322 On your page with your product, your service, do you just say, we are the greatest thing, trust us? 272 00:20:14,122 --> 00:20:15,642 Or do you say, here's a case study? 273 00:20:16,842 --> 00:20:22,842 The whole point of experience is it has happened in reality and you can prove it. 274 00:20:23,722 --> 00:20:27,642 And that's where this can come in and be able to actually show, no, here's a case study. 275 00:20:27,962 --> 00:20:37,482 That in the eyes of AI makes it that it is an event that has happened, not something you've discussed, which is what the first E stands for. 276 00:20:38,122 --> 00:20:44,922 The second E, expertise, is pretty much, are you covering the topic like an expert? 277 00:20:45,562 --> 00:20:48,282 Are you giving me technical specifications? 278 00:20:48,522 --> 00:20:50,202 Are you giving me tolerances? 279 00:20:50,362 --> 00:20:53,962 Or are you just saying the best manufactured item in the world? 280 00:20:54,922 --> 00:21:00,762 One is marketing language, the other one is showing that you're an expert because you're providing more information. 281 00:21:01,162 --> 00:21:04,042 That's what the whole point is of expertise. 282 00:21:05,122 --> 00:21:06,362 Authoritativeness 283 00:21:07,402 --> 00:21:08,682 This is a big change. 284 00:21:10,042 --> 00:21:15,562 In traditional SEO, you need to get backlinks from very authoritative websites. 285 00:21:16,442 --> 00:21:17,562 Good luck on that. 286 00:21:18,362 --> 00:21:21,002 That's a hard thing to do, and it takes a lot of time. 287 00:21:22,122 --> 00:21:27,322 One of the differences in AI is that it doesn't have to be a they link to you. 288 00:21:28,202 --> 00:21:30,842 It can actually be you're listed somewhere. 289 00:21:30,922 --> 00:21:32,202 It's on a reputable site. 290 00:21:32,442 --> 00:21:34,522 In the schema code, you can link to it. 291 00:21:34,682 --> 00:21:36,682 It's the same as having a backlink. 292 00:21:36,842 --> 00:21:39,402 I'll give you a real world example on this. 293 00:21:39,802 --> 00:21:43,882 I have a company that was called metal injection molding. 294 00:21:44,362 --> 00:21:49,242 It's kind of the world of, imagine filling a plastic injection molding machine with metal powder. 295 00:21:49,242 --> 00:21:50,042 It's the same thing. 296 00:21:52,762 --> 00:21:55,402 So we're going through a conversation with them one day and I said, 297 00:21:55,962 --> 00:21:59,242 We need something to show your authoritative, that this. 298 00:21:59,242 --> 00:22:00,442 is your lifeblood. 299 00:22:00,442 --> 00:22:06,802 And the guy looks at me and he goes, well, the owner of our company wrote the textbook that's used in every university for this subject. 300 00:22:06,802 --> 00:22:09,042 I'm like, yeah, that would be a good one to start with. 301 00:22:09,482 --> 00:22:12,042 Oh, but the publisher would never link to us. 302 00:22:12,042 --> 00:22:14,442 The publisher doesn't have to link to us. 303 00:22:14,762 --> 00:22:24,122 In our schema code, all we did was say, knowledge expert, and then point to the published book where his name is listed as the writer and the editor. 304 00:22:24,362 --> 00:22:25,082 Guess what? 305 00:22:25,722 --> 00:22:27,242 It's now a fact. 306 00:22:27,722 --> 00:22:29,002 And that's where it's different. 307 00:22:29,002 --> 00:22:33,802 If it's posted somewhere and you link to it, I'll give you another example. 308 00:22:33,802 --> 00:22:37,842 When people put up ISO certs, they put up a little badge on their page. 309 00:22:37,842 --> 00:22:42,442 It's like, if you can actually link to the registrar that has your name in there, that's validation. 310 00:22:42,842 --> 00:22:45,322 The other validation, believe it or not, LinkedIn. 311 00:22:46,362 --> 00:22:49,882 If you have engineers, it lists all their credentials. 312 00:22:50,282 --> 00:22:54,122 That adds what they're talking about right here, authoritativeness. 313 00:22:54,842 --> 00:22:56,762 The last piece is trustworthiness. 314 00:22:58,202 --> 00:23:00,922 Examples are just following the right things. 315 00:23:01,082 --> 00:23:03,562 Clear contact policies, identity. 316 00:23:04,042 --> 00:23:10,682 You should follow ADA requirements, meaning you don't use your header tags for styles. 317 00:23:10,842 --> 00:23:15,882 You use them for the content organization they were meant to for ADA purposes. 318 00:23:16,602 --> 00:23:19,082 So these are all important things to keep in mind on that. 319 00:23:21,962 --> 00:23:25,202 This translates into just more or less, it shows us like the gap. 320 00:23:25,202 --> 00:23:26,002 I'll give you an example. 321 00:23:26,002 --> 00:23:28,522 Our articles are written by our admin or staff. 322 00:23:29,002 --> 00:23:39,642 The fix that would come out as a recommendation or a gap would be, let's create individual author entities, link them to the social profiles and professional listing using personal schema. 323 00:23:40,122 --> 00:23:41,642 That's how that corrects that. 324 00:23:44,362 --> 00:23:45,482 Topical authority. 325 00:23:46,242 --> 00:23:48,922 Originally when I did this, I thought it was the same thing as EEAT. 326 00:23:48,922 --> 00:23:49,482 It isn't. 327 00:23:50,122 --> 00:23:54,762 Topical authority is more about the what and the depth of what we're talking about. 328 00:23:55,402 --> 00:24:00,282 So it shifts from general organization to topical authority using what's called node mapping. 329 00:24:01,002 --> 00:24:07,362 Very simply put, if you're an expert or if you have topical coverage, are you just giving like 330 00:24:07,962 --> 00:24:12,042 the three bullet points on a photograph of the item, or are you explaining it? 331 00:24:12,122 --> 00:24:22,922 Now, I'm not talking about a 500-word dissertation on it, but do you give enough information that it demonstrates you have expertise or that you have knowledge and that you're covering a good basis of it? 332 00:24:23,562 --> 00:24:27,362 Number one, the reason AIs are looking for that because it's an answer. 333 00:24:27,362 --> 00:24:31,562 Again, remember, it's based on me providing answers, not marketing statements. 334 00:24:31,802 --> 00:24:39,962 So the more information that you can cover something, the better you're going to be considered by AIs to be included in their overviews. 335 00:24:43,042 --> 00:24:45,162 And then let's go ahead to the next one. 336 00:24:49,322 --> 00:24:51,722 Part of the is also the connectivity gap. 337 00:24:52,522 --> 00:25:01,402 So one of the things that I love about when you're doing AI optimization is you've got all these things saying you're missing all these pieces of the puzzle. 338 00:25:03,002 --> 00:25:09,002 In this part, it will then explain to you how one can become what is called the hub and the pillar. 339 00:25:09,082 --> 00:25:12,282 Are anybody here familiar with hub and spoke or hub and pillar pages? 340 00:25:13,082 --> 00:25:16,122 The idea is that the hub has all the basic information. 341 00:25:16,122 --> 00:25:21,962 If you're missing something, you can create it in an article, a post, anything like that, and that ties to it. 342 00:25:22,202 --> 00:25:25,402 This helps build what those relationships are. 343 00:25:25,882 --> 00:25:29,562 This is kind of the precursor to when we start doing the schema tags. 344 00:25:29,882 --> 00:25:40,762 This is helping connect, this blog article is tied to this product or service, is tied to this testimonial, is tied to this blog article or technical article. 345 00:25:41,562 --> 00:25:43,962 It's pointing out these are all the connections. 346 00:25:44,442 --> 00:25:47,162 That's what then leads us into the next stage. 347 00:25:49,562 --> 00:25:50,682 I'm sorry, two more steps. 348 00:25:51,882 --> 00:25:54,682 The last stage when I said next stage is going to be when we put it all together. 349 00:25:54,922 --> 00:25:57,842 There are two more little minor audits that we kind of take a look at. 350 00:25:57,842 --> 00:26:05,482 I don't know if you were, what other sessions you were in, but there was somebody made the comment of, should you be using AI generated content? 351 00:26:05,922 --> 00:26:07,322 And here's kind of your answer. 352 00:26:07,802 --> 00:26:11,722 This is what makes sure that it reads like a human. 353 00:26:12,202 --> 00:26:12,722 It's called... 354 00:26:12,962 --> 00:26:19,722 a natural language query is what you've put on the page, answer question, and is it readable by a human being? 355 00:26:21,002 --> 00:26:24,042 So if you've generated something AI and it meets it, then you're good. 356 00:26:24,922 --> 00:26:30,202 If you've generated swap, I think is the term, it's not going to be read by it. 357 00:26:30,522 --> 00:26:38,442 This helps indicate on the basis and the parameters that AI looks at content, is this meeting that or do we need to change this? 358 00:26:38,682 --> 00:26:39,882 Again, it's like a filter. 359 00:26:39,882 --> 00:26:44,202 You're just going through steps to see are we hitting it or do we need to make changes? 360 00:26:44,682 --> 00:26:50,522 The last part of it, is it machine readable? 361 00:26:52,202 --> 00:27:01,082 Have we made it so that we've made it easy for the AI or the LMM bots to parse the information? 362 00:27:02,122 --> 00:27:10,122 Do we have it buried in a JavaScript that it only shows up when we use a certain kind of accordion expanding, or is it physically able to be viewed? 363 00:27:10,922 --> 00:27:17,322 And I'm amazed how many people, when I do audits for people and I kind of look through their websites, it may look good by doing it a certain way, 364 00:27:18,082 --> 00:27:22,202 but you've kind of balanced that by it's not readable by Google. 365 00:27:22,522 --> 00:27:24,122 And I have that happen a lot of times. 366 00:27:24,122 --> 00:27:26,602 Dynamic content can cause problems like that. 367 00:27:27,002 --> 00:27:31,802 I'm not saying that's bad, but if there are certain pages, you have to kind of like balance it out. 368 00:27:31,802 --> 00:27:34,762 Is it, you know, is it can it be read by a machine? 369 00:27:35,002 --> 00:27:40,122 This again is that final piece that takes a look at it. 370 00:27:40,122 --> 00:27:41,402 And we'll go to the next one here. 371 00:27:41,962 --> 00:27:45,082 So putting it all together is essentially we've got 372 00:27:46,122 --> 00:27:47,722 actually more like 6 reports. 373 00:27:47,962 --> 00:27:50,282 So you can basically put those all done through. 374 00:27:50,282 --> 00:27:54,842 And each, like I said, each report is a separate little prompt that continues on. 375 00:27:55,802 --> 00:27:58,922 I personally use Gemini because it works very well for this. 376 00:27:59,562 --> 00:28:10,442 If I get to a point where it's dinner time or I want to do something else or I've been here for six hours and I want to know I do something other than sit at a computer table all day, I can go ahead and save it as a gem and leave it there. 377 00:28:10,442 --> 00:28:12,682 Here's one key thing I've learned out of this. 378 00:28:13,162 --> 00:28:23,562 If you do these as an iterative prompting process, which I would recommend, if you stop somewhere, save it and don't add anything to it. 379 00:28:23,962 --> 00:28:30,442 Don't say I want to switch gears and look at another project because that somehow infiltrates everything you've done. 380 00:28:31,562 --> 00:28:36,202 So this way it keeps it pure and clean and the thought process kind of stays right along with it. 381 00:28:37,162 --> 00:28:40,842 This will now tell you and when you say what gap analysis 382 00:28:41,242 --> 00:28:52,042 In the prompt, it'll say what hub and pillars need to be added, what topics, what entities need to be filled, what RDFs have to be filled, what semantic relationships have to be established. 383 00:28:52,442 --> 00:28:54,602 It will then print you out every step. 384 00:28:54,602 --> 00:28:56,682 These are your missing entities. 385 00:28:56,922 --> 00:29:03,402 These are your missing content pieces to describe and fill in the EEAT of that entity. 386 00:29:04,082 --> 00:29:05,482 And it'll bring it all out. 387 00:29:06,042 --> 00:29:12,042 And it'll even tell you, here's hub page number one, here's what your pillar pages should be. 388 00:29:12,522 --> 00:29:13,482 So you can go ahead. 389 00:29:13,482 --> 00:29:21,482 It plans all of your gaps and things you need to have and puts it in a very neat and way of being able to execute everything on there. 390 00:29:22,002 --> 00:29:23,562 The only thing you have to do is write it. 391 00:29:24,802 --> 00:29:26,842 And there's ways you can go about doing that as well. 392 00:29:27,642 --> 00:29:33,482 So the implementation strategy is create content to fill the gaps, running it through all the tests that come through it. 393 00:29:34,162 --> 00:29:37,722 basically we come to the last piece and that is schema tags. 394 00:29:38,442 --> 00:29:44,322 And I had somebody look at me earlier today and they said, are those new or have they been around? 395 00:29:44,322 --> 00:29:47,162 They've actually been around since like 2012. 396 00:29:48,042 --> 00:29:55,402 But here's the thing, and this is the other thing that I've already had some people come in and say, well, our web builder says we already have schema tags and you're probably going to hear that. 397 00:29:55,802 --> 00:29:56,762 Yes, you do. 398 00:29:56,762 --> 00:29:57,642 There's a problem. 399 00:29:57,882 --> 00:30:05,802 The schema tags you have tell everybody that it's a web page or it's a technical article or it's a blog post. 400 00:30:05,962 --> 00:30:07,882 It may even include the URL. 401 00:30:08,122 --> 00:30:12,362 It may even include one other piece of information or your Google merchant account. 402 00:30:12,842 --> 00:30:14,762 That is not what AI is looking for. 403 00:30:14,762 --> 00:30:15,642 It's part of it. 404 00:30:16,242 --> 00:30:19,002 Again, it's a more defined area. 405 00:30:19,282 --> 00:30:22,122 Whereas normally what you're seeing right now is probably that big. 406 00:30:22,602 --> 00:30:24,122 These can be up to like that big. 407 00:30:24,522 --> 00:30:25,882 There's a lot more definition. 408 00:30:25,882 --> 00:30:28,362 And it's also building those relationships. 409 00:30:29,242 --> 00:30:33,162 Because I have one company that we went through this with them when we did just the initial assessment. 410 00:30:33,162 --> 00:30:35,482 It's like, oh, your site is doing horrible. 411 00:30:35,482 --> 00:30:37,002 It doesn't even cover half the quantities. 412 00:30:37,162 --> 00:30:40,842 When we added the relationships in, oh, you're at 95%. 413 00:30:42,202 --> 00:30:43,682 And it just needed that connection. 414 00:30:43,682 --> 00:30:46,202 And that's where schema tags come into this. 415 00:30:48,362 --> 00:30:55,002 So A JSON LD schema code essentially maps out all these relationships. 416 00:30:55,882 --> 00:30:57,562 And you can do that per page. 417 00:30:58,122 --> 00:30:59,562 You can do that by per section. 418 00:31:00,842 --> 00:31:02,922 I won't get into the whole thing with e-commerce. 419 00:31:02,922 --> 00:31:04,522 That's a little bit slightly different. 420 00:31:04,522 --> 00:31:07,722 You have to use templates because there's so many products involved with it. 421 00:31:08,202 --> 00:31:11,802 but your main category pages, main service pages, and all that. 422 00:31:12,282 --> 00:31:19,642 Basically, with all that information you've built, you can say, develop me, an entity and semantically optimized schema tag. 423 00:31:20,122 --> 00:31:22,042 It will generate the code for you. 424 00:31:22,442 --> 00:31:25,802 Once you have that, you can put that into your website. 425 00:31:27,442 --> 00:31:28,362 Let's see if we have here. 426 00:31:30,762 --> 00:31:31,082 I don't know. 427 00:31:32,282 --> 00:31:33,002 I apologize. 428 00:31:33,082 --> 00:31:38,842 I updated this and then when I went to plug it in 5 minutes before we started, none of the graphics came up. 429 00:31:39,082 --> 00:31:41,322 So I'm having to go back and look at what we have here. 430 00:31:41,802 --> 00:31:48,442 So one of the things I've said is when you go to put this in, you need to have a program to put it in there. 431 00:31:48,842 --> 00:31:53,482 Programs I would recommend are MathRank, WP Code. 432 00:31:54,522 --> 00:31:58,282 There's one program I would not recommend using to do this. 433 00:31:59,242 --> 00:31:59,882 Yoast. 434 00:32:01,162 --> 00:32:04,122 Yoast does a great job of putting page titles and description tags. 435 00:32:04,682 --> 00:32:07,082 Doesn't do real well with custom schemas. 436 00:32:07,682 --> 00:32:24,202 Because when you go into any program that it doesn't allow you to physically make every single detailed element that's being discussed from your prompt, you're going to basically default to what the old style of schema is, which is it's a page, it's a technical article, it's a blog. 437 00:32:25,242 --> 00:32:27,642 And everything you've done is now, then it's lost. 438 00:32:28,522 --> 00:32:32,602 So I would recommend either the math rank or WP code. 439 00:32:34,122 --> 00:32:40,842 Math rank's $150 a year, and I think WP code, if you have a non-e-commerce, it's free. 440 00:32:40,842 --> 00:32:47,482 If you have an e-commerce that uses WooCommerce, it's like $150 a year, well worth it, because it maps everything in there. 441 00:32:50,442 --> 00:32:57,562 Now, when I talked about this is a new style of schema, these are 15 new elements that have been added. 442 00:32:58,282 --> 00:33:00,922 This wasn't used two, three years ago. 443 00:33:01,242 --> 00:33:08,602 This includes like ID, canonical identifier saying, nope, it's not WWW, it's non-WWW. 444 00:33:09,802 --> 00:33:17,722 Type declares the entity type is an organization, a product, a purchase, a service, custom attributes using a property value. 445 00:33:18,602 --> 00:33:21,882 Identifier, SKU, model number, unique ID. 446 00:33:22,202 --> 00:33:27,002 But these are the ones I really look to, is related to, knows about, 447 00:33:27,562 --> 00:33:32,522 Main entity, same as, because that's where a lot of those relationships are built. 448 00:33:33,322 --> 00:33:37,242 Knows about, owner of company knows about metal injection molding. 449 00:33:37,242 --> 00:33:37,642 Why? 450 00:33:37,802 --> 00:33:40,522 Because this address shows that he wrote the book on it. 451 00:33:41,882 --> 00:33:43,922 Do you understand where, do you see where it's connecting? 452 00:33:43,922 --> 00:33:46,442 It's all basically connecting everything. 453 00:33:46,442 --> 00:33:52,442 Now the great news is, most of you probably have a decent website that doesn't, that just needs these connections. 454 00:33:53,002 --> 00:33:55,082 Because when I've gone through most places, it's 455 00:33:55,482 --> 00:33:59,642 I haven't had one yet that has said, oh, geez, you've got to start this whole thing all over again. 456 00:34:00,522 --> 00:34:02,602 But I do get a lot that it's not connected. 457 00:34:02,602 --> 00:34:05,522 Right now, the way we've looked at it, doesn't translate. 458 00:34:05,522 --> 00:34:07,082 And that's what AI looks for. 459 00:34:07,082 --> 00:34:09,482 It has to have those translations created. 460 00:34:10,362 --> 00:34:13,002 The beauty is this makes it a lot easier. 461 00:34:13,322 --> 00:34:20,842 The benefits of this is, number one, you can finally get ahead of all major corporations because it doesn't worry about the backlinks. 462 00:34:21,402 --> 00:34:26,122 you can go ahead and do that through exercising, your LinkedIn profile, things like that. 463 00:34:26,682 --> 00:34:35,242 It allows you to add more content and things like that as a blog post, as a technical article, not, oh gosh, you got to add 300 more words to this page. 464 00:34:35,802 --> 00:34:38,202 And I've had those conversations with people on that. 465 00:34:40,762 --> 00:34:43,682 So, and let's go ahead and, oh, I'm sorry. 466 00:34:44,042 --> 00:34:53,642 One thing we do have to look at is once you put the code in, and I would recommend doing this all at the same step, when you get the new code, you put it into your program, you want to go to two things. 467 00:34:54,042 --> 00:35:01,482 One is called schema.org, and you can enter the URL in, and it'll say, yep, you did it right, or it'll tell you exactly what you did wrong. 468 00:35:02,282 --> 00:35:06,202 Number 2, the Google Rich Results Tester, just type that in. 469 00:35:06,682 --> 00:35:10,442 You put that in there, you'd like to see that green light come on, 470 00:35:10,842 --> 00:35:14,042 If it comes up red, it'll tell you exactly what it is. 471 00:35:14,362 --> 00:35:20,842 If you have the AI open when you've generated this, you screwed up, you gave me the wrong code, Google says this. 472 00:35:21,402 --> 00:35:26,042 And now, especially with generally, you just take a screen capture of it and throw it in there and say, you messed up. 473 00:35:26,602 --> 00:35:29,442 I wouldn't say that, but basically put that in there. 474 00:35:29,642 --> 00:35:31,402 It'll say, oops, made a mistake. 475 00:35:31,482 --> 00:35:32,522 Here's the new code. 476 00:35:33,002 --> 00:35:35,082 I've done this over 300 times. 477 00:35:35,402 --> 00:35:37,562 I've never had to do this more than twice. 478 00:35:37,882 --> 00:35:38,762 That's the longest. 479 00:35:38,762 --> 00:35:41,242 I've never had one like four or five times to still give me the wrong thing. 480 00:35:41,562 --> 00:35:42,522 It fixes it. 481 00:35:43,162 --> 00:35:50,842 So that's very important because you want to make sure that's all running correctly so that it's working and it works so that AI recognizes it. 482 00:35:51,562 --> 00:35:52,762 Now we can go to the next slide. 483 00:35:55,562 --> 00:35:57,242 So does it really work? 484 00:35:58,602 --> 00:35:59,682 I'm going to show you four companies. 485 00:35:59,682 --> 00:36:00,762 This is very hard to show. 486 00:36:01,082 --> 00:36:04,042 So I know I'm showing you like one page of 1 company. 487 00:36:04,602 --> 00:36:12,842 I have about, out of that 30, probably 15 to 18 of them, we've noticed that they're showing up in those AI responses. 488 00:36:13,402 --> 00:36:15,042 And a couple surprises came out of that. 489 00:36:15,042 --> 00:36:17,162 It was one, traffic went up. 490 00:36:18,122 --> 00:36:19,962 It still shows up as organic traffic. 491 00:36:20,122 --> 00:36:22,682 Some programs will separate it out as AI traffic. 492 00:36:24,122 --> 00:36:25,962 But the thing I like is, here's one. 493 00:36:26,682 --> 00:36:27,162 This is 494 00:36:27,602 --> 00:36:34,522 yes, this is my favorite client, the cannabis dispensary, the IT firm that specializes in cannabis dispensary firms. 495 00:36:35,242 --> 00:36:41,722 So basically, they show up there, and if you can see right here, just in there, there's a citation. 496 00:36:42,522 --> 00:36:43,882 They show up as a mention. 497 00:36:44,362 --> 00:36:46,282 They show up in the max overview. 498 00:36:46,442 --> 00:36:50,922 So that's the very top of the page, and they're in three places. 499 00:36:51,562 --> 00:36:53,322 Here's the thing we never expected. 500 00:36:54,202 --> 00:36:56,442 They're also now #1 organically. 501 00:36:57,482 --> 00:37:06,042 Because as you fix all the stuff in AI and optimize for it, has a back effect of then actually improving your standard SEO. 502 00:37:06,442 --> 00:37:11,322 Because you've done all the right things, you've matched things up that you probably didn't do when you were doing just traditional. 503 00:37:11,802 --> 00:37:12,722 So that is an add 504 00:37:12,802 --> 00:37:13,402 better benefit. 505 00:37:13,882 --> 00:37:16,682 The biggest thing is you talk about influence. 506 00:37:17,002 --> 00:37:22,282 If you were to see a company's name show up all over the top of the page, who are you going to pick? 507 00:37:23,882 --> 00:37:26,762 As one of my customers said, I don't, I'm not on page one. 508 00:37:27,162 --> 00:37:28,442 I own page one. 509 00:37:28,442 --> 00:37:33,482 But, and we'll go to the next one and we'll show you another one. 510 00:37:33,482 --> 00:37:35,642 Just to show you this wasn't just a one-off type thing. 511 00:37:36,042 --> 00:37:38,042 So who makes a wood molding machine? 512 00:37:38,202 --> 00:37:39,242 Williams and Hussey. 513 00:37:39,962 --> 00:37:42,602 One, two, three, 4. 514 00:37:43,722 --> 00:37:45,442 Again, they're at the top of the list. 515 00:37:45,442 --> 00:37:50,362 Matter of fact, to be honest with you, have to scroll down halfway through the results to see their competition. 516 00:37:51,402 --> 00:37:51,882 Next one. 517 00:37:53,722 --> 00:37:54,922 This one I really like. 518 00:37:55,802 --> 00:37:58,282 Who makes steel racks with custom sizes? 519 00:37:58,842 --> 00:38:03,482 I feel bad for this guy because this guy had a company, it went bankrupt. 520 00:38:04,122 --> 00:38:08,922 So he started still selling them, but he was using two other manufacturers to make the racks. 521 00:38:09,722 --> 00:38:11,562 And people could tell that right away. 522 00:38:12,762 --> 00:38:14,322 So he doesn't have a factory. 523 00:38:14,322 --> 00:38:16,202 It's kind of hard to say, oh, I have all these great. 524 00:38:16,202 --> 00:38:16,842 Hey, I'm ISO. 525 00:38:16,842 --> 00:38:17,722 No, you're not ISO. 526 00:38:17,722 --> 00:38:18,842 You don't have that anymore. 527 00:38:19,402 --> 00:38:22,762 So we started saying, let's just describe what the benefits you have. 528 00:38:22,762 --> 00:38:23,802 Let's say it's American made. 529 00:38:23,802 --> 00:38:25,242 Let's talk about the safety factors. 530 00:38:25,642 --> 00:38:29,082 Let's fill out that whole gaps that we're missing. 531 00:38:29,082 --> 00:38:29,522 We did. 532 00:38:29,522 --> 00:38:34,042 And now he's at the top of the page on all of those things. 533 00:38:34,122 --> 00:38:38,202 And his biggest competitors are like three and four positions down. 534 00:38:38,602 --> 00:38:44,042 The point is, when you're up at this position, people have to scroll to get to your competition. 535 00:38:44,042 --> 00:38:45,642 This is a great place to be. 536 00:38:46,122 --> 00:38:49,322 In reality, you're going to have other people show up in there with you. 537 00:38:49,962 --> 00:38:55,802 But these are just some case I happen to have that this is all them because their competition isn't there yet. 538 00:38:56,202 --> 00:38:58,362 In fact, I did do some research on that. 539 00:38:58,602 --> 00:39:03,162 How many people are actually optimizing truly in the way we're describing for AI? 540 00:39:03,162 --> 00:39:05,002 It's less than 5%. 541 00:39:06,042 --> 00:39:10,442 The companies that I'm finding that do this are Dick's Sporting Goods, Fortune 500 companies. 542 00:39:11,002 --> 00:39:12,202 So why do it? 543 00:39:13,082 --> 00:39:14,522 Because it's an advantage. 544 00:39:14,762 --> 00:39:18,362 You're already losing the space, so you have nothing to lose to adopt this. 545 00:39:18,682 --> 00:39:21,482 But more importantly, you have all the advantages. 546 00:39:21,882 --> 00:39:31,802 Because after 30 some odd years of doing this, I can tell you right now, if you get there first, that's a big thing with any AI, with any search engine. 547 00:39:32,202 --> 00:39:34,562 because you plant yourself, you become kind of the expert. 548 00:39:34,562 --> 00:39:39,162 Yes, you can be kicked out, but it's more likely you hold that position if you get there. 549 00:39:39,482 --> 00:39:45,162 The other thing is, how many people would like to be the only thing at the top of their keyword that they're looking for? 550 00:39:45,562 --> 00:39:46,562 That's the point. 551 00:39:47,002 --> 00:39:51,322 And when you have that much space taken up, the footprint is that large. 552 00:39:52,562 --> 00:39:54,602 Again, that's a big influencer to people. 553 00:39:57,882 --> 00:39:58,362 So 554 00:40:02,522 --> 00:40:05,082 this is, I wanted to give you a couple of posts to just work with. 555 00:40:05,242 --> 00:40:07,202 These are very, just the basics. 556 00:40:07,202 --> 00:40:08,762 You can take this and kind of work through it. 557 00:40:09,242 --> 00:40:13,842 And basically, the persona acts as a knowledge graph, engineer, semantic SEO specialist. 558 00:40:14,202 --> 00:40:15,082 Actually, go to the next one. 559 00:40:15,082 --> 00:40:16,682 I think this will give us more willingness. 560 00:40:17,162 --> 00:40:23,882 If you're writing content for people, and there was somebody in this room that was in the last meeting that said, what should we write content about? 561 00:40:24,442 --> 00:40:25,962 I'm not going to point. 562 00:40:26,682 --> 00:40:27,562 You know who I'm talking. 563 00:40:27,562 --> 00:40:28,322 Okay, you smiled. 564 00:40:28,402 --> 00:40:28,522 Yeah. 565 00:40:29,642 --> 00:40:30,522 This is a great one. 566 00:40:30,522 --> 00:40:35,122 If you figure out what that topic is, just start out, act as a semantic SEO specialist. 567 00:40:35,122 --> 00:40:39,162 I'm writing an article about insert target keyword here. 568 00:40:39,642 --> 00:40:47,922 It will then tell you, analyze this topic and provide a list of RDF triples that define the relationship between the entities mentioned. 569 00:40:47,922 --> 00:40:50,282 It will give you a subject product object. 570 00:40:50,282 --> 00:40:53,962 It will also then give you the basis for that outline we were talking about. 571 00:40:54,562 --> 00:41:02,122 And whether you decide to have AI fill out more of that or write it yourself, it's at least getting you better and you're in a direction with something like that. 572 00:41:05,722 --> 00:41:06,442 Sorry about that. 573 00:41:07,562 --> 00:41:15,002 Oh, one thing that really helps with AI prompting, if you talk a lot and if you go into way more details than people expect to hear. 574 00:41:16,842 --> 00:41:21,802 I think the biggest thing is the two things that I'll leave just as something I've learned over time. 575 00:41:22,122 --> 00:41:22,922 Number one, 576 00:41:23,642 --> 00:41:27,162 Try to put all of your prompts in a neutral position. 577 00:41:27,802 --> 00:41:32,922 Don't kind of lean that I'd like it to say this, because it will give you what you want to hear. 578 00:41:32,922 --> 00:41:34,362 So you have to be neutral on that. 579 00:41:34,842 --> 00:41:38,122 The second thing is, be as detailed as you can. 580 00:41:39,642 --> 00:41:48,042 I use the analogy of the genie, the person finds the bottle, they have 3 wishes, and what happens, and they all have something terrible happen to them with their wish. 581 00:41:48,122 --> 00:41:48,522 Why? 582 00:41:48,762 --> 00:41:50,282 They didn't think it through. 583 00:41:50,762 --> 00:42:01,042 And with AI prompting, especially in the generative process, you really need to think through that before you just enter into the prompt, or at least have a game plan to be able to go down through that. 584 00:42:02,522 --> 00:42:08,442 So as I'm going to take a sip of water, I'm going to have, does anybody have any questions or comments? 585 00:42:09,722 --> 00:42:10,042 Yes. 586 00:42:10,922 --> 00:42:16,202 say that you have a pretty good website, but it wasn't developed with, this AI has come on. 587 00:42:16,402 --> 00:42:21,282 What does the scope of the project look like to make it more AI friendly? 588 00:42:22,522 --> 00:42:26,202 Run that audit and it'll tell you everything you need to fix and anything you need to add. 589 00:42:26,842 --> 00:42:32,282 If you have a lot of depth and you already have like case studies and stuff like that, I'm assuming you're B2B. 590 00:42:33,882 --> 00:42:36,442 If you have a lot of stuff, you're going to be surprised by the audit. 591 00:42:36,922 --> 00:42:42,042 If you've already done a good job, all this basically is just refining it and making those connections. 592 00:42:42,042 --> 00:42:45,402 You're probably going to only have to upgrade all of your schema tags. 593 00:42:45,642 --> 00:42:49,562 You may have to write a couple more articles, but it's not like, oh, we've got to restart. 594 00:42:50,122 --> 00:42:50,362 No. 595 00:42:51,322 --> 00:42:53,402 And don't fall for these. 596 00:42:53,402 --> 00:42:58,522 I've already had three people tell me, well, this company offers a program that you hit a button and it automatically. 597 00:42:59,002 --> 00:43:00,442 No, that doesn't exist. 598 00:43:00,842 --> 00:43:04,122 People are trying to jump on this with snake oil. 599 00:43:04,202 --> 00:43:05,162 And I'm just warning you. 600 00:43:06,042 --> 00:43:08,642 There's a lot of good people out there, but there's a lot of people out there. 601 00:43:08,642 --> 00:43:10,762 And here's the reason why they're trying to do it. 602 00:43:10,922 --> 00:43:14,842 They know they're going to have a short window to get this all out, so they got to make their money now. 603 00:43:16,362 --> 00:43:18,282 But that being said, that shouldn't be that big of a thing. 604 00:43:18,282 --> 00:43:18,602 Yes? 605 00:43:18,602 --> 00:43:19,882 How much effect are you? 606 00:43:24,732 --> 00:43:30,092 I'm noticing that, see the Google Merchant SEO, if it's in the schema tag, it does help. 607 00:43:30,412 --> 00:43:35,852 If it has a brand name, and that's more of the areas that kind of comes into it, that does influence it a little bit more. 608 00:43:36,842 --> 00:43:40,842 But any other area than that, I haven't seen any huge uptake on it. 609 00:43:41,962 --> 00:43:51,962 Unless there's like a reason for it or there's something, like if you have reviews or something like that and you say the best of or what is the best of, that's potentially where this could add a little bit more to that. 610 00:43:54,362 --> 00:43:54,642 Yes. 611 00:43:54,642 --> 00:44:05,762 So when you optimize your website for SEO and you're adding on this extra content and some of it's just for AI bots and not actual people visiting your website, how do you 612 00:44:06,802 --> 00:44:12,122 Find the right amount of, it's not too much text, but you're still getting in the SEO optimization. 613 00:44:14,202 --> 00:44:18,842 One of the things is that the actual text you're writing is not so much, it's not a matter of it's hiding. 614 00:44:19,002 --> 00:44:21,082 That's the schema tags that are hiding it. 615 00:44:21,322 --> 00:44:23,482 That, does, those can be huge. 616 00:44:23,962 --> 00:44:26,042 That's all, nobody ever sees any of that stuff. 617 00:44:26,322 --> 00:44:27,882 Where do you put that information? 618 00:44:28,042 --> 00:44:37,802 That's where, to your point, instead of saying, I have to add it on the same page, the traditional sense is, if this is the page I want to rank, I need to add 301 words to this page. 619 00:44:38,282 --> 00:44:39,162 You don't. 620 00:44:39,162 --> 00:44:43,882 You can now just say, let me write A blog article that has this information and put it over here. 621 00:44:44,202 --> 00:44:45,242 So you're not adding to it. 622 00:44:45,242 --> 00:44:49,882 You may be adding another page, but it's not directly influencing that. 623 00:44:50,442 --> 00:44:54,202 If you want them to read what that is, you can just link to it and be able to do that. 624 00:44:54,522 --> 00:45:00,762 So that's why I like this, is you don't have to create these ungodly long scrolling pages. 625 00:45:01,002 --> 00:45:10,282 You can create little documents and put them in resources or a blog post or something like that, and then use the schema to make all the connections on the back end. 626 00:45:11,322 --> 00:45:11,642 Yes. 627 00:45:12,122 --> 00:45:17,882 So it sounds like the importance of all the connections is really what those AI bots are looking for. 628 00:45:18,282 --> 00:45:30,362 Do you see that a lot of the website teams are the ones that can make that connection, or do they need more direction from the content team, the messaging team, on how to connect some of those points? 629 00:45:30,522 --> 00:45:33,162 I'm just curious, like, where does the work happen? 630 00:45:33,722 --> 00:45:40,362 Let me preface this that I do work basically all for web companies, web development companies, IT companies. 631 00:45:40,602 --> 00:45:45,802 So they are very skilled at what they do, but no, that is this is not in their wheelhouse. 632 00:45:45,802 --> 00:45:47,002 This is something they need. 633 00:45:47,362 --> 00:45:48,442 a collaborative effort. 634 00:45:48,842 --> 00:45:54,362 And I even take the time, if I do this new for a company, is let me sit down with you and explain to you this process. 635 00:45:54,882 --> 00:45:58,682 Because I've learned that if you explain the process, everyone's like, oh, I get it. 636 00:45:59,402 --> 00:46:03,082 Or the fact like I had one company already, oh, we already put schema tags in. 637 00:46:03,082 --> 00:46:03,882 You didn't read it. 638 00:46:04,602 --> 00:46:05,402 But yeah. 639 00:46:07,642 --> 00:46:09,602 That's a little careful discretion on that. 640 00:46:09,602 --> 00:46:12,882 Did I go over? 641 00:46:13,162 --> 00:46:14,362 No, you're just around time. 642 00:46:14,362 --> 00:46:15,642 Let's give Neil a round of applause.