PDP House of Representatives urge Nigerians to keep tweeting, and President Mohamed Abouhari backs open grazing. Food and cattle dealers threaten nationwide strike and put supply to the nation. This is Plus Politics, and I am Mary Anacorn. Members of the People's Democratic Party PDP and the House of Representatives have told Nigerians to continue using Twitter. The members of the party had staged a walkout from the chambers while plenary was still ongoing, as the Speaker, Femi Bada Biamila, had rejected the point of order raised by the leader, Honourable Kingsley Chinda, who had asked an additional prayer to the setting up of a committee to probe the Twitter ban, to urge the federal government to rescind its decision pending when the interface was concluded. The media chaired President Bahari states that he supports open grazing and that he has asked the Attorney General of the Federation of Bubakamalami to begin the process of recovering land from persons who have converted cattle grazing routes for their personal use. Joining me to discuss this is Rima Shawulu, he is a member of the House of Representatives for Tungkum Donga Ussah Federal Constituency in Plattus State, and of course we will be joined later by Messi Eboquo and Ayo Ademiluyu, a legal practitioner. Messi Eboquo is a broadcast journalist. While we wait for the Plattus member representing Kundo, let's move to Ayo Ademiluyu. We know that today the NBA had said that they have constituted a committee or a panel of sorts that would be legal team for any Nigerian that the federal government decides to prosecute for using Twitter or by, you know, contravening the suspension of Twitter to continuously use it. Why did the NBA decide to take that position? Well, first and foremost, I want to think that I'm not speaking in official capacity of the Nigerian Bar Association. I'm speaking at the time that I'm a member of the association. What I think is that the Nigerian Bar Association considered what was the public interest in the position of committee. And this is the public position of committee. We found the committee of the Nigerian Bar Association considered that it was today at the time that the public interest in the position and the private position are right in front of the committee. But by the time the position of the section of the public interest... Ayo Ademiluyu, hold on. I think you're in a very noisy place and it's very difficult for us to hear you. Can you move to a place that's less noisy so we can make out what you're saying? Thank you. Yes, we can hear you. My membership of the Nigerian Bar Association section of public interest and development law. I'm aware that the Nigerian Bar Association is pursuing legal action on behalf of the Nigerian Bar Association. I'm aware that the state of public interest in the position of the public interest in the position of committee and the position of the Nigerian Bar Association is pursuing legal action on behalf of the Nigerian Bar Association. I'd like to thank the minister for the letter of the ministerial and public importance involved with the finance and the administration of our nation. So I would like to thank the minister for the letter and the minister of the of the constitution. Especially because like that, no one can be contributed for the first and the second law. The third law in Nigeria. We're going to take a quick break and when we come back, we will continue this conversation. It's still plus politics. Stay with us. We need to turn our positions. We need to turn our constituents' positions. And we have also said that every member of the PVP purpose will continue to tweet. We are polling on the authority general. Leave Nigerians alone. Do not prosecute Nigerians. We are their representatives. We will tweet. Any day you want to prosecute us, tell us the cause and the time we will be there ourselves to surrender to your constitution. So talking about the Twitter suspension stroke ban, we were talking with a lawyer, especially on the issues that have been raised by the members of the opposition party, PDP, on the floor of the House of Representatives. Now they have continued to tell Nigerians to tweet. And the stage they walk out a few days ago, we're going to play that video and then we will speak with a member of the House of Representatives from the PDP. In the meantime, we'll be joined by Messia Bokbo. She's a broadcast journalist with Fackling FM. Messia, you have obviously been following the news stories and as a journalist, there was a statement by the NBC asking that media houses take, deactivate their Twitter. But then here we are where the NBA is saying they are going to make sure that they stand by every Nigerian if there be any litigation. The members of the PDP on the floor of the House of Representatives are asking us to continue tweeting even though the presidency has said that those who are, you know, failing to comply with the ban or the suspension will be prosecuted. Does this not leave you as a journalist very confused? Yes, it does leave me very confused as a journalist. But the matter of fact, you find out that a lot of media houses, including that which I belong, is also trying to comply with the ban on Twitter. That's because, you know, ethnicities deal with the same thing. Yes, I can hear you. That's because ethnicities, you know, on this side of it, resonate in the activities of media houses in Nigeria. And as you know, these media houses, you know, for the fear of not wanting to be shut down, we want to comply with it. So not like in the middle, because you have a lot of media people who are still tweeting via the VTN as a team. But it is really, really sad and unfortunate that, you know, the Nigerian festival as a country, I mean, I stand to be corrected. We do not respect the laws. We do not respect laws and regulations. Now, not even talk of the fact that there's a call saying that this suspension valley and, you know, contradicting the United Nations human rights order, which we are, which we are a signature to. So that doesn't, on its own, make any kind of sense. But you see, we see a lot of infunities. We see a lot of, you know, this order. We see government giving injunctions and all of that. And it leaves us very confused. On the side of the media house, we find that the media house is a complying because they don't want to be shut down. But I think it's bound to be shut down. It's bound to be shut down. Okay. Well, I think we're losing you there. But we're being joined by Rima Shawalu. He's a member of the House of Representatives for Tukum Donga Ussah Federal Constituency in Plattu State. Thank you very much for joining us, Honourable. Can you hear us? Unfortunately, we are having connection issues there with the member of the House of Representatives. Let's go back to Mercy and see if we can hear her. Mercy, can you hear me? Yes, I can hear you now. Perfect. Okay. So let's talk about this situation now. The President said today while he was being interviewed that the hashtag and SARS on Twitter that ended on the 20th of October, 2020, which saw a lot of bloodshed here in Lagos, even though we're still dragging on that issue or dragging our feet on that issue. The President expressly said that today during his media chat that it was aimed at removing him from office. And one would wonder, putting that side by side with the gunshots and the shooting by soldiers, first the soldiers said they were not the ones there and then, of course, secondly, they said it was the Lagos State Government that brought them. The Lagos State Governor did say he didn't know who ordered the shooting. I mean, it's a big confusion. Do you think that maybe this is what made the President decide to ban Twitter and not necessarily about the fact that, I mean, the government has said that the reason why Twitter was brought down is because of security issues. As someone who's been following all of these stories and what the President has told us today, does any of this add up for you? No, you know, this is what it is. Over time, I've always said that there's a disconnect. There's a big disconnect with those who rule the affairs of this country and the rules. So it feels like, you know, the President, the presidency and every other president meets in a different country because there is no correlation with the current realities. I mean, let's talk about the hashtag answer. The reason for that, you know, movement up until now is because of the police brutality that's been going on, you know, for a very long time, without any justice, without nothing done. And that's the reason. On the other hand also, that process was also caused for a serious response in the police. So it's a two-way thing. So I am really taken aback. I mean, I've been following the stories and when I see some of these things that I'm asking myself, who is going on? Do we live in a different country? Even if the President does not live in Nigeria, I'm sure that San Juan Jolieta, he's on Twitter. He doesn't see all of the things that are going on. So there's no connection, the disconnection with what is going on in the country and what our leaders are saying. So for him to certainly say that, oh yes, the movement, because I call that a movement, is to take him out of the office. It shows that the President is not following the current reality. He feels like he's not in tune. He's not in connection. He doesn't live in Nigeria. Well, just to play the devil's advocate. Just to play the devil's advocate. Before this media chat, the President was speaking with members of the INEC, INEC visited the President. And he did speak about the fact that he does understand what's going on in the country. He follows the news. He understands everything that's happening. So when you say that there's a disconnect and the President does not understand, but he has said that he does know what is going on in the country. And I remember Vivitli, he asked in that video what we want him to do. He sounded more like, I am doing my best for Nigerians, but you're not judging me fairly. And he has said it again today, saying that he hopes that when he leaves office, Nigerians will judge him fairly. So I have this question. Judging from the years that the President has been in office until now, yes, we are facing a very tough situation with pockets of violence all across the country. But has the President done well in terms of dealing with issues, whether it be infrastructure, he be security, it be all of the promises that he made to Nigerians and handling the fact that young people are agitating? Has he done well or how well has the President done? I would say that the President has not done well without trying to make my work and without trying to be on the other side clearly. Now, this has become a trend. It's quite unfortunate. It's obvious that for everything that happens, for every action, the President or the President, he would try to make it about himself. You find out that even the Governor, something happens and then the Governor is saying, oh, this is a plot to overthrow me. This is a plot against the APC government. This is a plot against the PDP government. This is a plot against me. So for the President to say that the movement of the hashtag and fuzz was to take him out of office, was to get him out of office, is really really bad. He shows that the President, as much as he says that he's following what is going on, there's a big disconnect. Maybe he doesn't really know. Let's talk about the open grazing that Mr. President has decided to back. Also part of that media chat that he had today on live TV, even though some people are arguing that it was recorded. The President openly is supporting open grazing. And it makes me wonder, Merci, 17 states out of the 36 states across the Federation, including the FCT, have said that they are banning open grazing because they're hoping that this will somewhat douse the tension when it comes to the farmer-herder crisis and the issue of banditry. What message do you think the President is trying to pass because he's also mandated the Attorney General of the Federation to somewhat deal with the issue of land and the areas where people have taken over that he calls grazing routes? Unfortunately, we have lost her again. Well, we will wrap this segment up and when we come back, we will be talking with the Market Sellers Association and of course the issue of onions. Onions seems to be a big thing right now and the Onions Association have said that they are not going to allow any more trucks to the south. Why? We'll get to find out as of this break.


TFNN, headline news update. Good morning everybody. I'm Tommy O'Brien, coming to you live from TFNN, 9am Eastern Time Thursday morning as we come after that Christmas holiday. And I hope everyone had a Merry Christmas and markets starting off to the positive side right now. We have futures right now, positive Dow futures positive by 27 points trading $28,535, S&P positive by 4 points trading at $3230, NASDAQ futures positive by $14, trading at $87,44. We jump over to things in the morning and the VIX, we start things off. We almost made it to record territory this morning as we started things off. VIX this morning trading at $1269, very little volatility as you may expect in a market that's almost at record territory. We'll jump over the indices, we'll start things off, we'll start it off with the Dow. And actually before we do, weekly jobless claims just coming in at $830, that putting a little bit of volatility in the market. Weekly jobless claims coming in at $222,000 for the week ended December 21st. That's a decrease of $13,000. The number economists had been looking for is $224,000. So the economy marches on. Jumping back to the charts, you'll see that volatility coming in between $8,830. Dow Jones trading $28,531 right now, NASDAQ 100, a little bit of a spike up to almost $8750, currently trading $8742, S&P 500 as I mentioned almost made it up to record territory. I believe record is $3234, made it to $3232 this morning. Crude oil market $61.18, not a bad price in the price of crude. And how about gold catching quite a bit this morning? Gold made it above $1,500 Friday for the first time in a couple months. You have the February gold contract trading at $1,512.91 right now, and the Euro-US dollar volatility as well right under $111, trading at $110.99. In terms of what else you have in the market, record online sales give US holiday shopping season a boost as the holiday season has wrapped up. We may see some returns now, how that shapes into the retail sector, but overall holiday sales, excluding all autos, excuse me, rose 3.4% and that keeping in mind almost a week shorter because of the late Thanksgiving Day holiday. In terms of what else you have happening fundamentally around the market, weekly mortgage applications pull back as rates edge towards 4%, so weekly applications refinance loans fell 5% from the previous week, but were still 128% higher than the same week one year ago. Stay tuned folks, coming back at 10 o'clock with Tom, live programming all day at TFNN. We'll be right back folks. Larry Pezzimento coming up right now.


Good morning everybody. Good afternoon. Good evening. Good night. Whatever time zone you're in good to have you here This is JR Fisher, and I am joined by the beautiful and talented Jessica You say hi Jessica We have a Incredible session today.  You won't be able to get back in and that's not cool We don't want that to happen. So be careful. I'm trying to reach in look at something here Okay, all right guys, so let's get started. We're gonna be talking about SEO today a really cool subject and You know, it was like the thing 10 years ago when I got into it And then social media kind of took over and kind of it fell by the wayside and That's a shame because if you don't do this SEO stuff, you're missing out on traffic You know, can you get on the first page? Well, I'm gonna give you an example of that today if you can get on the first page or not And I'm gonna show you exactly how it's done No BS. It's live stuff. I actually recorded myself doing it yesterday And I'm gonna have it in this session today and then by the end of the session you're gonna know how to do it, too So that's pretty awesome So how do you use SEO to get traffic to your site? And by the way, I want to make sure but you can hear me That was dumb. I should I ask that in the very beginning, but type in that comment section Who you are where you're from what the weather is what time it is whatever it is Just so I know you can hear me here. I don't want to be talking To just Jessica though. I don't mind talking to her. The whole idea was to train you guys So just type in that section there the comment section. This is private to Understand that all your comments are gonna be anonymous. I've turned it off so it's not public so that people can ask whatever they want and Just type in there your name where you're from I see Looks like Bob. I think that says Bob from Arkansas. I see Tina in New York City It looks like Omar is in Singapore Got Jeanier can't quite pronounce that looks like in the UK Jessica. Who do you see on your side? Kevin what's going on buddy in LA? You're not far from me. I'm in San Diego Hey, Scotty, what's up, bud? I see you out there a lot. Good to see you, man Linda in Sarasota, Florida. My daughter lives down there now. She lives in Tampa Matter of fact, she's gonna have she got pregnant and She's already got a two-year-old and she is pregnant with twins. How about that guys? How many of you can say that you know so she's got twins on the way She already got one kid and she's gonna add two more to it My dog's going crazy here. Her doorbell just went off and she knows the ring doorbell So she's going crazy over that All right, so let's jump right into this and See what we got going on. Okay. What is SEO? Let's define it first So we can kind of see what SEO is all about And you know why we do this stuff. I mean, what's the point in even doing it, right? So SEO is defined as Search engine optimization. Well, what does that mean? It's the process of getting traffic from the free or Organic or editorial or natural search results on search engine? So basically when somebody types something into a search engine the results that come back are Pages that have SEO done to them and I'm going to show you exactly how to do that today We're going to use a WordPress site as an example But you know, we do it in Magento and you can do it in Shopify or wherever you want But first up what I would like to do is I want to go through the best Practices and we're going to start with titles now the title when you type into the search engine We'll show this to you in a second But the title is the first thing you see and then below that's the description on your titles We want to make sure your title should be written like this It should be like the primary keywords and then dash Secondary keywords matter of fact my wife's doing a channel now on YouTube.  Duplicates will not be any good. It used to be years ago You could put like, you know hot ride cars hot ride cars hot ride cars and the more times it appeared Then the search engines would make it come to the top and now what they do is they penalize you for that So you don't want to put duplicates in there. Okay duplicates are a no-no It should be between 55 and 60 characters. This has been going around for years Some people say 70 some people say 59, but I say 55 to 60 would be a safe one And then below that you're gonna have your descriptions and your best practices for descriptions are number one Your description should be compelling and interesting. So your your description really is a I guess it's like a way of selling them to click on that site It should say something that's gonna make them want to click on the site You want to once again avoid duplicates? Duplicates no longer. Do you any good? Just put it in there one time now that doesn't mean that you can't have you know hot ride cars and your title and a hot ride Cars in your description you can do that and that is advisable, but you don't want to have like hot ride cars You know several times in your description. That's not what you're going for It should be between a hundred and fifty five and that should say one sixty. It says sixty 155 in a hundred and sixty characters including spaces and Do not use any quotations or anything that is non-alpha characters Google's gotten really sensitive to this I mean I ran an ad the other day and I had capitalized a word and that ad got disapproved because I capitalized a whole word They won't even let you do that. So don't mess around with any of that He won't even show and in some cases they won't bring back your page because of that So you don't want to do that. You can't you can't game it anymore. I mean that that's all over with All right, so what we're gonna do now is I've recorded me Going in here doing some of this and showing you some of this So I'm gonna start that now We're gonna have a question and answer in the end So in the meantime if you want to type in your comments and your questions you can do so in that comment section Jessica and I is gonna be monitoring that But let's jump right in here and take a look at what all this stuff is Okay, so let's talk about what these meta titles are and meta descriptions are These are things that you're actually putting into your website on the back end And I'm gonna show you how to do that in just a second But what I want to do is I want to point them out to you in a Google search so you can see what they look like So if I wanted What would somebody search for best? barbecue Rib Recipe so obviously if I type this in that's what I want. I want that to come back as a search result so immediately You can see recipes and if you notice These ones here food networks got and let's just pick on this one right here. Okay, so this is one of the first results here Best barbecue ribs and it looks like there's a video because they do give preference to videos So this is obviously a recipe of barbecue ribs, but I want to look at how they optimized it So what we're gonna do is we're gonna go in here. We're gonna review the page source And we're going to search it by hitting control f and we're gonna do title Okay And let's see what we've got here. We may have to go. They've got a lot of titles in here 147 but I want to find a title for Those are all header titles. There it is So here's the title best barbecue ribs ever recipe and if you notice I typed in best barbecue ribs This is Katie Lee Food Network title. So it It really works. Well, let me do description real quick So I can kind of show you why can't I All right, and let's get to the actual description there It is description meta name description content get best barbecue ribs ever recipe from Food Network, okay? So, you know, they've really optimized this well And if I go back here when I look at that results, it says best barbecue ribs ever reciprocating Lee Food Network So if you look at this right here guys, this is the meta title here Okay, now they've actually got the recipe showing up because it got picked But the description comes just below it here. So in this case here, you've got the actual title They throw in the website right below it so you can see where you're going now they used to do that and you can see most of the Most of the recipe time is relaxing while the ribs So what what this is is this is your meta title. This is your description. This is your meta title This is your description in all these cases here. So that's what you have to optimize for Now let's move on and actually look at one of our web pages so you can see how we have optimized it for our survival cave food brand Okay guys, so here I am at Google and you know, obviously We want our products to come up when people search for them, but we don't want to optimize to general So I'm going to give you a couple of examples here And we saw canned meats that are for survival purposes Primarily now some people will actually buy our canned meats and they're not buying them for that because they're just good quality and they eat them But let me give you an example. So I'm going to type in canned meat. Okay, and we're going to see what we get Now if I just type in canned meat You're going to see that, you know, we don't show up anywhere in here Okay, because we're not optimized for canned meat. We're optimized for survival. So if I put canned meat survival Let's see See what we get. Ah Number one result here is Our product there it is on Amazon So we got three million six hundred thousand resolved So that's a you know, it's pretty hard to get at the top of the list for that But let's see how well we did there. We are at Amazon. Okay So we're not freeze-dried And we can click on it there and go to that product and sure enough, there's our product So we are on the first page of Google. So let's look down a little bit further Look at this that the next thing I see is one of our retailers here This is survival warehouse and they sell our products and there's our products. Okay, very good so Let's look a little further and then we're in here. We are the It's like third result out of three million six hundred thousand and if you go to our Link there, that's our web page You're gonna find There we are There's our canned meats and that that is literally the category on our website that we've optimized now The way you can tell this is I'm gonna go into the source code View page source code and I'm gonna actually let you see how we've optimized this So the way you go about this is you go into the source code I know there's a lot of jumble A bunch of coding stuff in here and I'm not into this either but they didn't have to learn it So on a keyboard of an Apple it's command F and it brings up this little search here And I think it's control on Windows. I haven't used Windows in so many years I couldn't tell you but the first thing we're gonna do is we're gonna look for title Okay, so when I type in title here, and I hit enter It's gonna pull up the title when I type in title here is gonna pull up the title now if you notice On here the title is canned meats Okay, so that's that's pretty you know That's pretty on for that and the reason is canned meats is because that is that category So that short title actually got me there now if you look below Title you're gonna see description best survival food storage best camping food and supplies And that's right there so you can see that and you could actually search this if you wanted to do description And you could do it that way too and you'd see description Let me go to the next one here Let me go up one there we go That's the first one we had there best survival food storage so we can see that that is actually working for us Which is pretty cool Now let's try something else. Let's go back and let's say we were looking for a particular say we want a canned meat survival chicken Let's see because we do chicken pork beef turkey and ground beef And look at that chicken so ours comes up number one and that's out of 8 million results Amazon's got this first spot in second spot survival warehouse Looks like this other guy here survival celibate. We have a lot of retailers and then we're right here So we're on the first page here and we're in the first page here now if you look at this It says mixed case full case 12 cans 108 servings Quick overview mixed case can meet food storage 28 ounce cans includes three beef chicken turkey Okay, and then down here. It's got chicken beef turkey. So we pretty much own this page here if they're searching for any type of canned meat Let's change this to pork See what we get And it looks like this guy here did a video on our product here And if we scroll down there Amazon, it's got one case here. Let's see if that's us and sure enough it is us There's our product And let's see what else we can find here Amazon can meets There's a mixed variety and that is us again. All right. That's our sample pack And if we go back one more time just want to see how we're Ranking on this page here go. I want to show you that the stuff actually works if you do it properly Survival solubens there and he sells our products and there we are again Can pork food storage survival cave food This can pork could be the food that you could need during periods of emergency situations Why survival cave food or survival cave canned food storage meat each of our initial truncated So that was a little bit too long of a description there But as you can see we pretty much on this page here. So this stuff does work if you put it in correctly Okay, so now that we've shown you some of the Search results you can get by you know going to Google and all that the next important thing is how the heck do you do it? I mean, how do you put these titles and these descriptions and all this stuff in what do you use now? What I've done is I've logged into one of my WordPress websites This is one where, you know, I sell courses and training and that type of thing and it has a blog on it video blog actually and Actually just some written blogs in here, too But what I want to do is I want to show you exactly how to put this stuff in and Exactly how you should go about it so you get the kind of results we get now The first thing you're going to need to do is you're going to need to go over here to plugins And I'm going to click on plugins and it's going to show all my plugins I want to show you the SEO plugin that we use So let me scroll on down here and it's here it is right here. It's called SEO ultimate So you can search SEO ultimate when you're installing plugins And let me show you how to do that real quick here if I wanted to add a new one. I would just go here and Then what I'm going to do is type in SEO Ultimate and it should locate that thing for me All right, it's a whole bunch in here guys So you want to make sure you get the right one because oh my goodness you get the wrong thing. It's not good Okay, I will find it. There it is SEO ultimate. This is the one we have here this one here Is kind of an older one, but it works well for so we use it it is free There are more out there that you know cost you money or that you know aren't free So, you know, you can pick whatever you want. That's the one we have in here It is an older one. So anyhow, what we've done is we've installed it and if we go to our plugins right here Once again, I showed you where it was at Let me scroll down here one more time get down there Okay past it If I knew my alphabet, it would probably be a lot easier So there it is SEO ultimate and we probably should change this one to a newer one because this hasn't been updated in a long time But it's working. So we're not gonna worry about it right now. So the next thing we're gonna do is we need to optimize something so I'm gonna come over here to my post and Let's see here. What we've got for post I'm gonna go all post And I'm going to pick this first one here a best way to make money from home So we're gonna pick on this one here. So we click on that one now when you've installed this plug in It's going to give you This area right down here, which is your search engine listing. Okay, so this particular one here is Called, what are we talking about here? We are talking about Best ways to make money at home. So what I do is I go to another tool I have now I have a program called TubeBuddy installed on my YouTube channel And it's really cool because what it does is it not only lets you know what the big searches are because a lot of People say well, I want to get the search terms that have big searches That's all I care about is big searches, but that's not necessarily going to help you out You need something that's more weighted because what you want is you want something that has search term But it doesn't have a whole lot of competition. So TubeBuddy lets you do all that together So if I click on TubeBuddy here and I go to Keyword Explorer so I can type in here basically what my title was best way to Make money from home Okay, and then I hit enter now what it says is this is actually a poor search term Because why the competition competition is so great. So what we want to do is You could do little things in here. You could put best ways You know and that's going to change it a little bit. No, it didn't change at all actually You could change money to income Look what that did that took it from a five to a thirty five Because it looks at all these weights here So we may want to change that whole thing to best way best ways to make money or make income from home Or from working At home, let's see what that does. See we were at a 35 right now. Let's see what this brings it to That's a seven. So we don't want that. Okay, we just want at home. That's much better And you could just try little things like we could try at home So let me try at home Which is poor so we were gonna go back to from And we're at 35 35 is not bad, you know, that's that's fair. They're saying that's fair I mean ideally you'd like to be in the green over here, but you can't always do that And we could also change income to cash See what that does Poor again, so it's income Income is our term so we've got that pretty much optimized now So we know that's the term we want so then we're gonna go back over to our Wordpress whoops, you get back to the right page here We get back to our blog here and we're gonna type that in as our title Okay, that's ways to make money from home And I may put in here simple steps Because understand this is what somebody is going to see Oops, this is what somebody is going to see when they're searching and this comes up So we want them to read that and go yeah, that's for me. So let me just clear this up make those best Okay Now down here in the description Now if you notice I got 49 characters I should and will put more up here matter of fact, let me do that right now simple steps Anyone can do Okay, so now I'm at 63 so you want to get as close to the 70 as possible not go over If the reason you don't want to go over is because it won't show there's no point So you're typing in words for no reason nobody's gonna see them. So here we may put in here Learn You see I can't type I still can't that's my big thing I could never type the simple And easy ways to make money and a large And I can be a little bit more wordy here income from home Okay, and I bet 81 characters Follow these steps to Instant Success and I'm at 120 Get the secrets I'll say now. Oh, I went one over looking at one over. So what could I do? I could change this to an ensemble that puts me at 139 So you can see what I've done here and I'm gonna copy this here. I'm probably gonna change The title of this particular Yeah, I'll put that there and I'm gonna probably change So I'm gonna change this right here To best ways to make income from home simple steps anyone can do and the reason being is that that's more optimized Okay, so I'm gonna go ahead and update this now And I want to show you how this actually updates live now You remember we just now typed in this title and we typed in this description So we're gonna actually go to the page now and this is the actual page or this particular video resides and I'm gonna open up the page source and I'm gonna look for the title which is command F And put title in there and as you can see it's already there Best ways to make income from home simple steps anyone can do. This is what Google is looking for So let me do description here now And there's my description learn the simple steps and easy ways. Oh, this is top So we want to correct that to make money And then this amper sign is gonna come up here And that that'll say and a large income. This is just the way the coding does this So let me go ahead and fix that thing It's always good a good idea to go back and check what you type especially if you can't type like me So I'm gonna go down here and says top and it should say to Here we go. And don't forget you always want to click this update right here, too And don't forget to put in your categories here now. I have a bunch of different categories here So I'm gonna also add this to a couple different categories. I'm gonna add it to Let's see here Lifestyle and online business I Think those fit pretty well and I'm gonna update that Now every website is gonna be different as far as where you're gonna put this, you know Shopify has their spot wordpress. You've got to do a plug-in and put it in their spot We have a magento site also in the magento site. It's built into it So, you know, they have a spot for you to put in your meta titles and tags But guys, this is so important if you're if you're posting stuff online and you're failing and I mean you are failing You are failing to put in the the title and description And I just noticed one other thing here. That's 142 characters. That's 140 and I said you'll waste them So look at that look at that learn the secrets. It's 135 now. We're good But if you're not putting These titles description that nobody's ever gonna find it just not the only way they would ever find it is if you gave them the link And they went to it. So you're never gonna be able to Get additional people to your website because it's not searchable, you know Google doesn't have a way to show them a result if there is no result. It's just it can't be done Now you saw that instantly these meta tags and descriptions were on my site and that's great It won't instantly be on Google the page has to actually get indexed the spiders have to crawl it They have to find it and it takes time So you want to get these on your web pages as soon as possible Because this is the way that you're gonna be able to build your audience is through doing things just like this Okay guys This is our obviously inner circle call now every now and then I will invite you know a few people in our call that are not inner circle members and You are welcome to ask questions also I don't want you to feel like you can't ask questions if you're not an inner circle member Though the audience is 95% inner circle people. So If you're in our inner circle you get access obviously to all my courses you get, you know some one-on-one coaching You can submit stuff to me when I'll show you what but more importantly, you're more likely to succeed I mean if you think about it I've sold stuff online and I share the information with you of what works So obviously that's gonna help you plus the fact that you're around all these other people that are doing the same thing and It's just it's a really good circle of people. So, you know, you want to check out JR inner circle com forward slash enroll There's a free video there. It will tell you about the inner circle What it contains which you get you get 46 thousand dollars worth of free training and software in there And you have access to all this that's pretty amazing just really for a few hundred bucks So you really ought to check that out if you're not a member and you've been sitting back and you've been thinking oh my gosh You know at some point I'm gonna do that. I'm so this is the time really, you know If you keep waiting what it's doing is the money that you would be earning You're losing every single month at this point because you're just waiting, you know, so don't wait Let's move on here a little bit. I do want to go over what you can submit the inner circle You can submit ads landing pages sites Products pricing funnels any your emails such declines any ideas frustrations failures successes All these things can be submitted to us and we can help you out with them We actually have forms where you actually fill out those forms and submit that stuff So that's pretty cool that you can do that. That's all part of the inner circle Of course, if you're not part of the inner circle, you can't do that But if you are you'll have access to that the best software I recommend to anybody out there is cardra I do have a affiliate link here on the screen I would highly suggest if you're starting your business to start with cardra I don't get much from them if somebody buys it or anything like that But I just know it's gonna be it's just so much easier for you because it's like eight softwares and one You don't have to buy membership sites. You don't have to buy email providers You don't have to buy sales pages or funnel pages or click funnels or any of that stuff It's all built into cardra So I do recommend it and you like I said, you can get a one dollar free trial at bit.ly forward slash cardra Dash uppercase JR. So that's my little commercial for cardra, but they're really good. I build all my stuff in there So let's get into some questions now. I know Jessica said there was a couple people already posting questions I'm not gonna be able to get to everybody's question guys If you're in the inner circle, obviously, you can submit it to me and I'll still answer you guys If you're not in the inner circle, you will have to put it in that comment section there Nobody sees your questions. This is all anonymous. We have tons of questions in there right now I know you can't see them. That's because of blocks. You can't see them But Jessica, can you hit me with a couple of those questions? What we've got going on? Yeah Linda asked when you type the keywords in Google you got related items and other search terms on the right How did you do that? Okay? That's another tool I have called keywords everywhere. You can Google keywords everywhere It's a free Google extension and what it does Is it will let you know the amount of traffic that's searching those keywords and it gives you suggestions And it tells you the cost of buying those keywords if you're running Google ads. That's a great tool I use it all the time. I love it because I'll start typing something in and I think it's like the best And then it'll do a drop-down. It'll show me something's a whole lot better So and what it's based on is it's based on actual searches on Google So it's not like them saying this might be good. It's literally what people have already searched for so I'll let you know that So that's a keywords everywhere free Google extension. I highly recommend it Okay, I'm sorry about that So when we do the page source We're gonna control and then click right click and when we do that That's on a Mac control right click and what that will do is it brings up a little box And let me actually show you that Christine. Hang on one second. Hang on hang on hang on That's not the window I want we just want a Google window don't we so go to this one here and we'll type in I don't know groceries Okay, so we're gonna pull up some pages here And let me find a page That is actually a really real grocery store It's hard to find a real grocery store. Let me go about three pages in here Okay Groceries apparel the heck is that? Every dollar yeah, we'll just flip this page here. So this is a web page For it to have shown up in any search results. I already know it has a meta title and has a meta tag If I control right click it this little box comes up here Do you see that box and you have choices here reload save as print cast translate to English? I think it is analyze this page or view page source That's the one you want when I click on that that's gonna open another tab next to it And it's gonna bring up this page here, which is all but just stuff one and then what I do is I hit command F On Apple and I'll put in title Okay, and if you notice below that it just pulled up this here Title less than one had to save hundred dollars or more to grocery store title. Okay below that It's got description at the end of the month despite the lack of food in the fridge the grocery budget blah blah blah blah blah, so if you notice that information is Going to be Where is it in the search results? Exactly This right here less than one had to save so what they've done is they've gone in there And they put in the title like I said and then there here's their description right here and they've optimized this pretty well You know they got on I think the third page something like that So that's all there is to that simple simple simple good question a really good question because I didn't know that in the beginning I'm gonna tell you all right. Let's get back to Shaq here Shaq wants to dance for you guys and says the kitty cat What else got there Jessica? Sean what's up? You know tags are a funny thing there's it's been going around for years I think you should do them there was some talk that Google wasn't using tags anymore because people were overloading them So they didn't do it, but some of the search engines do And I didn't go over that you're right Sean, but I would I would recommend adding your tags in there Yeah, I think it's a good thing. I have a tool called TubeBuddy and man. They're really important on YouTube, so yeah, I would add your tags definitely Sean is also asking about back links Yes back links are another thing all together and I could do a whole you know Training session on that and I might but we're just covering the SEO today What Sean's talking about back links is where you know, you'll have an article in another page That's related to yours and there'll be a link and when somebody clicks on it It comes over to your page or vice versa You know you can have back links to other people's page on your page So that's what a back link is and you know when you get into back links I don't want to get too much on a tangent here But when you get into back links they have to do with how related it is the authority of that page in other words How well it's trusted if it was like a government page or something like that then it's going to have higher authority How many of these back links you have so it just there's a whole lot of training going on on that But yeah back links is another way that you can do you know search engine optimization Linda says this is really good techniques and tools that work and are essential things. Well, thank you so much Linda I appreciate that very much. Yes. It's it's good stuff and it actually does work as I showed you with our page We're on number one out of eight million. So we did okay next Christine says what do I do on windows? What do you do on windows? What what do you mean? What do you do? Do you want to Google it for her? You get any of these things you get pretty much Google, you know, I think it's command or couldn't I don't know It's command on Apple. I'm not quite sure what it is on windows. Jessica's checking that for you right now I have another person in here saying do we have to do SEO? No, you do not It is not necessary if you don't want free traffic. You do not need to do SEO And somebody else's Bob saying it's very time-consuming it is but it's there forever So once you've done it you've done it, you know, and if you've got like three or four hundred pages I get that that can be kind of daunting, but what you want to do is, you know, like I told Jessica I'm sure she's doing it every day Work it on our site, you know, she does a few pages every single day and just gets in there It does a title does a description and then moves on with her day So, you know, or if you've got a whole weekend, you could just sit down and do your whole site You know and just get it done and remember every time you add a page to SEO it And if you notice like we had even SEOed our channel or excuse me our channel or categories So that when we searched, you know, canned meat survival, it pulled up our category of canned meats So it's not just the actual product page. You want to also SEO, you know, your categories of stuff on your page, too That's super important And Jessica, I probably get time for one or two more questions over there I'm still trying to find Oh, you're trying to find how to view page source windows? Well, I know that you just right clicked, but I'm trying to figure out the find function Okay, she's looking for that. All right, guys, I'm probably going to wind this down And I really appreciate you guys showing up. I appreciate you being here If you haven't joined the inner circle, I highly recommend it if you want to move forward much faster It's jrintercircle.com forward slash enroll In addition to that, if you're not a member of the art of e-commerce success Jessica, can you put the link to the art of e-commerce success? That is my Facebook group if you're not a member of it She's going to put that in there. I also have a book that shows you how to find products to sell online And if she would put that in that comment section also, that would be awesome So that you guys have that and I think I could be wrong. I think that's jrfisherbook.com jrfisherbook.com So that's that's a pretty cool thing. I also am working a lot on my youtube channel now I would really appreciate If you guys and I'm going to downsize this for one second here To find my youtube channel and I'd really appreciate if you guys would subscribe to that channel That would mean a lot to me So let me tell you what that channel is and plus and plus and plus You're going to get a bunch of cool videos that you can watch Which is a nice thing, right? And there's my channel right there And we've got a little over 2,000 subscribers to this channel already So i'm going to put this link in Our stuff here so that you guys Can see or can I put it in there? Oh, yes Messages let me get this in here guys one second So there's the link to my youtube channel if you would if you would please go to that I would really appreciate that and You know subscribe to that channel like it watch some videos Just go through and binge this week and turn off netflix and binge watch my channel There's a lot of good training there and netflix is going to take your money And my videos are going to show you how to make money. So just go do it go do it go do it Important stuff. Hey guys, I appreciate you showing up today. It's been an awesome day And I hope you have a great weekend if you've got spare time this weekend put a little work into your business Don't sit around all weekend the weekends are where your business is going to be made if you're working a job during the week Jessica, you got any kind words or words of encouragement to these folks?  All right, jessica any Cool words for the weekend. It's going to motivate them and change their lives Come decorate with me on my youtube channel. She's got a yeah, she started a new youtube channel a diy channel She also has uh, what is it? What is your channel for pet? Parenting which is teaching you how to deal with your pet. Yeah, so my pet parenting is jessica elf the shirt And you're gonna put that in the comments too Yeah, yeah, she's gonna put that in there check that out if you've got a pet. She's an awesome awesome awesome dog trainer She's got a really good group On facebook you can also join And what's that group called? The art of pet parenting So you may want to check that out the art of pet parenting if you want to see some of jessica's stuff She's pretty amazing does some really cool stuff out there I think you guys would enjoy it and she's gonna put those links in there And uh, we're still trying to figure out our lunch. We have not figured out our lunch yet. Have we We've got to figure that out. She wants to go to a chain place. I don't know. I don't know That's a tough one, man. We had we're in san diego with all these great restaurants To go to a chain place. That's really tough I think I think so. What are your words of encouragement outside of? Head on over to your new channel head on over to your stuff Not an ad but words of encouragement Calm and patience practice calm and patience. And you know, that's really good. I read the other day Uh people like richard branson and elan musk and these people who are just just incredibly Successful the one trait that they all have Is they don't get bugged over little things do little things bug you do little things get underneath your skin Do little things irritate you if so You're preventing your own success Imagine if you didn't let things bother you how much you would move forward Uh, and I can't count how many times I've been working on something for a half hour hour two three hours And I lose it And I used to get really mad about it and now I'm like, yep I lost it gotta go back gotta start again And if you can work on that attitude and it doesn't come easy for anybody don't come easy for me You know, I get irritated but if you can develop that and you can work on that That is one trait that is you know, almost found in all these super successful people Is they don't flip out they just you know, they go. Well, okay move on next So that's what you got to really do to be really successful is you've gotta gotta gotta develop that attitude So I would say do that this weekend important stuff. Good advice. Jessica. All right You guys have a great weekend and we'll talk to you real soon. You want to say goodbye? Bye guys talk to you later Hey, thanks for watching my video. Don't forget to subscribe to my channel And click that little bell right there so you can be notified every time I do a new video Also, click on one of those videos there. Keep watching on my channel


Good morning, Madrid. I am delighted to be here, and I'm delighted to tell you all about this thing safe, and I suppose the alternative. Before I go further, I want to mention that I, besides serving as our head of decision intelligence at Google, I also blog for your amusement, and I'm happy to say that not only do I blog in English, but now there are many translations of my work to Spanish, so if you're interested in any of those things, you can go to the top of my Twitter page, and you can find the links there for the English and the Spanish, and that's my handle up there. If you're wondering what that word means, in Latin it is the Latin opposite of data. Data is that which is given, whereas quesita is that which is sought. That missing quantity, what we are looking for. And that to me has always been somewhat more relevant than data that which is given, that which is just sort of lying around. It's what we want to do with it. That seems the important thing, and that's kind of going to be the theme here as well. So let's dive in. This is going to be a series of nuggets, sort of thinking tips that will help you stay safe if you are leading projects in an AI future or consuming AI products. So I suppose that's going to be everybody. So let's dive in. First things first. There's a lot of science fiction hype in this space, and that hype was necessary back in those days when AI sounded cool, but you couldn't actually do anything with it. And the reason that you couldn't is that it needs data, and you'll see why. You might be taking this for granted, but sometimes you actually need quite a lot of data to get things done with AI, and you also need the computing power, the hardware to move it all around. And the terms have been around since the 50s and 60s, but the computing power wasn't there. And so a lot of this stuff had to sort of be hyped up. There had to be an appeal to science fiction. Otherwise, how will all those PhDs doing their dissertations, how will they justify what they're working on and get grants? The thing is, today, with the rise of cloud, anyone can rent a data center. That's pretty much what cloud lets you do, right? You get to borrow somebody else's computers and give them back when you don't want them anymore. So that makes any kind of data and large computing power task. It makes that a triad before you buy a proposition, right? So maybe better to rent a data center rather than build your own if you're not quite sure if you want to be in the game. So that's one of those steps that started democratizing all this. And today, it's real. And we don't need the appeal to robots anymore. We don't need that fluff and nonsense. AI is actually a really useful tool. And now it's possible to use it, but all that sci-fi hype, it makes these appeals to personhood. And I actually think of that as pretty dangerous. It sets the wrong expectations. And it also distracts you to me in many ways. This reminds me of a geology professor perhaps using a pet rock in a little rock with a face drawn on it to teach geology. When it has a face on it, people pay better attention. But watch out. Don't cross that line into teaching a pet rock psychology instead of pet rock geology. AI is just another kind of pet rock. It's easy to build a little doll with a face drawn on it and then plug AI systems into it.  It's just a tool. And in fact, what a lot of people don't realize is what precisely it's a tool for. We've got to understand that before we can make use of it and make use of it safely. So what is it actually a tool for? Before I tell you that, let me remind you about something to do with tools. A little bit of rhetoric, this is fear. Is AI better than human? Folks, any tool that is not better than human is a tool we don't use. A hammer is better than my hand at knocking nails into the wall. That's the point of that tool. And a bucket is better than my hands again at holding water. A calculator is faster than me at multiplying six digit numbers together. So the point of our tools is to be better than us at something. And if it isn't, throw the tool away. That's kind of how it works. So what is this a tool for? Let me remind you what we want with computers. Computers are information transformers. You take inputs, you turn them into outputs. Via a recipe, or to use the fancy word for recipe, via a model. Now, where does that model come from? And does that conversion from input to output? In traditional programming, here's where it comes from. A developer, a software engineer, you know this developers, communicates with the universe in some way, yes? Thinks really hard about the problem. And comes up with those instructions by thinking, by meditating. And then codes them up in a language that the computer can understand. That pretty much is traditional software development. So in other words, traditional software is about expressing your wishes with instructions. Okay, so what's the difference with AI and machine learning? Simply this. Instead of using instructions, you're gonna use examples to get your wishes known. And then it is the AI algorithm or the machine learning algorithms job to find patterns in those examples and automatically make that recipe or model for you so you don't have to think about it anymore. That's what it does. So what is it a tool for, my friends? It's a tool for writing code. So if it automates anybody's job, it automates it. Software developers. Now software developers have the job of automating everything else. But that's the funny thing here. It automates some part of that software engineering process. But don't worry, and it's not like software engineering is gonna go out of style. You still need to do a lot of engineering to move all that data around, to get those algorithms to accept it, to build proper production-worthy systems out of these prototype recipes that you get by finding patterns in examples. But it changes the way that software development will work. Now, why is this exciting? Well, think about the task of figuring out whether an image has a cat in it or not. Think about how you would automate that task, right? In comes a photograph, out must come the label cat, not cat. If you had to come up with explicit instructions, what would they be? What would you tell the computer to do with each pixel? Do you even know how your brain figures out whether an image has a cat in it? We've had eons of evolution, and our brains just do it. We have no idea how they do it. We're gonna write, like, look for ovals and look for triangles for the ears. Is that really gonna work? Wouldn't you rather say, here's a bunch of examples, you figure it out. And the thing is, the beautiful thing is, that we already, as humans, we have these two modes of communication with one another already. Sometimes we prefer to give explicit instructions. Sometimes we prefer to say, hey, watch me do it, then you figure it out. So we already communicate in both of these ways. But with traditional software, we could only talk to computers one way. Machine learning, AI, unlocks that second mode of communication. So it is, in fact, a revolution in communication. How we can talk to machines to write code. And what it also means is that you can automate the ineffable. It doesn't matter if you don't know how to do the task yourself, if you can't come up with those instructions. If you can come up with examples, data, then you might just be able to succeed at the task. And that is why you should be excited. This is a fundamental leap in human progress. This is about unlocking a whole new class of possibilities. Forget those robots. This is real exciting stuff for the business. We can suddenly start automating things that we couldn't automate before. It's amazing. Software development has just taken a huge leap. But now let's start building some of those nuggets for staying safe. And because we're all fast asleep today, I want to wake us up by having you participate in a task. So everyone please shout for me.  And we are going to do a cat not cat classification task. So I'm going to call out the number in the image. And I want you to shout at me cat not cat. Can you do it? Can you do better than that? Yes. Okay, let's go. Number one, cat. Number two, not cat. Number three, cat. Number four, cat. Notice with number four, if you were looking for only two triangles, those three ears would, and three eyes would make a problem there. Number five, not cat. Number six, I'm sorry, what? What options did you have? Cat or no cat? And what did you say to me? Big cat is not an allowable option, my friends. Maybe cat is not an allowable option. You, the system, can only issue one of two outputs, cat or not cat. Huh. This is a cat or not? I don't hear a consensus here. You see the problem? This is not objective. The right answer here is whatever the decision maker needs the system to do. The right answer depends on the purpose for which the system was built. So, since we seem to be missing a decision maker, I will step into those big boots, and I will tell you that the purpose of this system is to be a pet recommendation system, and if it says cat, that animal had better be in its typical adult form, safe to cuddle. Okay, let's try this again. Number six, not cat. Amazing, and if you're still saying cat, please take out more life insurance. So, I hope that you see here that the objective is subjective. What the system is designed for, what its purpose is, depends on whoever made it, and what the right answers are depends also on what those people need it. And so, you can't expect to build some system without thinking carefully about the intended behavior, or that you can just pick up someone else's AI system and expect it to work correctly for your needs. Because if I built this thing to say not cat whenever a tiger photo comes up, and you are instead using it for something else, we're saying cat would be the right thing, my system is not going to work for you. And so, it really matters that you think carefully at the beginning. What are we doing here? What's the purpose? In fact, the decision maker is the person with the most important role in AI. There's a lot of this hype stuff. It makes you think that maybe it's the mathematician or the researcher or the engineer or the data scientist, someone like that who's the most important. It's actually the people who decide on the purpose and decide how the system will be evaluated. And whenever you encounter any kind of system, whether it is AI or traditional software, to stay safe as consumers, you need to also remember this. The objective is subjective. The system was built for some purpose. If your purpose is not that purpose, the system might not work for you. So what was that purpose? What were the incentives? Always think about that stuff. Don't trust these things blindly. All right, next up. Decision makers. Would you prefer a worker who is reliable and does exactly what they're told? Or an unreliable worker? It doesn't feel like it sometimes. Which one is better? Which one is safer? What do you think? What do I hear from you? Talk to me. Reliable or unreliable? Which is the better worker? All right, I'm hearing you say reliable. And for that, I'm going to say watch out. Because the answer should be a strong, it depends. And what does it depend on? The skills and abilities of the decision maker. Because you see, if you have a brilliant, wise decision maker who's really good at setting goals, at setting objectives, then you want the dependable, reliable worker who does what they're told and tries to meet those goals.   And what I also want you to realize is that relative to machines, humans are pretty unreliable. We've got a whole host of incentives. Sometimes we feel like sitting outside playing in the sunshine, hanging out with our kids or on the beach. We are not single-mindedly following some objective. And in fact, because we, all of us, have all these different incentives all pulling in different directions, that puts a little bit of a break on silly objectives. Whereas machines, you can clone the same incentives over millions of them, and they all just optimize towards that. So then, they're going to amplify something. Let's hope that they amplify intelligent decision-making rather than foolish decision-making. So again, the skill of the person in charge is pretty important here. What instruction? What objective? What goal was set here? Who set it and with what skill? This really matters, especially with AI and machine learning. That scale you up so quickly. In fact, let me show you something. You want to know where the real danger of AI lies. Because all this AI-ethic stuff and AI-danger stuff, there's a lot of rhetoric there that literally you can take out the words machine learning and AI, you can replace in the word technology, and it still holds. It's not AI-specific. So all that stuff about disrupting markets, changing how labor works, changing human relationships, societies, compact systems you can't get rid of, all that stuff, you don't need data and AI for that. So what's the thing that is the thing that is specific to AI and machine learning? Here it comes. Two automated tasks, the traditional way. Let's say it took 10,000 lines of code. Some human had to have agonized over each little part of that instruction set. Each little line in those 10,000 lines. Maybe not the same human, but some member of our species had to actually think about it, otherwise it couldn't be written. Now, with machine learning and AI, there's actually only two instructions. Optimize this objective on that data set, go. Okay, now this is beautiful because you can get tasks automated without thinking too much about it, right? Before, you had to think carefully about what all those instructions were going to be to try to get the system, say, to separate cats from not-cats. Now you can say, my objective is accuracy, be as accurate as possible, and here's my folder with cat and not-cat photos, off you go. Now it actually looks in practice, it looks like there's more lines of code, there's all this engineers sitting there sweating over their machine learning code.  If you guys have had a chance to play with things like TensorFlow 1.x, there was a lot of code writing there, but that's all dealing with the boilerplate, really. One day, the tools will be so good that you will be able to express yourself like this. In fact, in some spaces, like with AutoML, it kind of is like that. Just two lines, those examples, this objective, off you go. And it's beautiful because you can think less and get tasks automated, which is wonderful for small tasks and personal projects, and tasks that are fun or artistic and don't have a lot of impact on the world. But for building large-scale systems that impact humanity, this is a thoughtlessness enabler, and thoughtlessness can be a hazard. You have to put, to really ethically develop AI, you have to put as much effort into these two lines as you would have into those 10,000 lines of code. Not like only one line's worth, but 5,000's worth, 500,000's line, 500,000 lines worth into each of these. And who does this? The decision maker. Not the engineers. And unfortunately in today's projects, often the decision makers are absent.  But this is actually down to the leaders, the people who are saying why the systems exist in the first place. So to do this ethically and safely, you really have to honour these two lines when the task has the potential, when the system has the potential to touch a lot of lives. And that is why Nugget 4 is to think about this in the way that you might think about those magic lamp stories. In fact, AI and machine learning, they're a little bit like a proliferation of magic lamps. And in all those stories, all those be careful what you wish for stories, it's never the lamp or the genie that's dangerous. It is the unskilled wisher who doesn't know how to think about setting wise objectives. And so that is a skill that we are all going to need to develop in an AI future. Let me show you some humorous examples of this. First, not AI examples about saying what you mean. So I enjoy this fellow. You can find him on Twitter. He's called James Friedman. His handle there, fjme013.  So people will submit photographs to him and he'll Photoshop them as requested. So here's a request. It says, can you please edit this picture so my brother and I wear the same t-shirt? Ta-da, job done. Here's another one. Just this picture to make me look as if I am holding that cliff. Right? Now, James does this on purpose because it's funny. Whereas your AI system is going to do it just because you gave the examples foolishly. Not on purpose. Here's an example. So some researchers at DeepMind wanted a system to learn how to navigate a terrain, right? Learn locomotion. And in setting the objectives, they failed to mention the arms.  Which is pretty funny, but you get this kind of behavior because you say the legs are important and the arms are not. This is the kind of thing that you should worry about with AI systems. Who gave those instructions? Did they give them wisely? And did they give them in an iron-clad way so that the letter and the spirit of the objective are the same? They have to be the same with AI. We have to be really careful. And we have centuries of bad habits on this where we use really sloppy language and we just kind of expect people to figure out what we mean. There's a special kind of boss out there. The kind of boss whose employees say, I never give my boss what the boss asked for. I give them what I think they wanted. You're lucky your humans do that for you. Your technology will not. And so that kind of boss is a hazard, again, tasks that are mission-critical and that matter at scale. You can't have a person like that in charge of these projects. You need people with the skills to be very careful about the objective set, to think about them carefully. AI is not magic and it can't read your mind. It won't give you what you thought you hoped you were asking for. It'll do one of two things. Either it'll give you nothing and then it doesn't leave the attic, it doesn't pass testing, it'll release it, or it'll give you exactly precisely what you asked for. So develop that skill of thinking about if the system were as perverse as possible and were trying to mess with me, what's the worst thing it could do with the objective that I set? That's a skill you're going to have to develop both as a consumer and as a leader to think through objectives in this space. So I love this quote from AI researcher Alex Erpin. He says, I've taken to imagining, he's talking about his area of deep reinforcement learning, this actually applies throughout all of machine learning. I've taken to imagining machine learning AI as a demon that's deliberately misinterpreting your reward, your objective, and that's actually a productive mindset to have. I completely agree. If we sort of just expect that it'll work and it'll figure us out, we're setting bad expectations here. This is just technology, it is not magic, it doesn't read your mind. Oh, by the way, I hope you indulge me. I am in this talk using the terms machine learning and AI somewhat interchangeably. Technically, they are different. And as an ex researcher, I'm sympathetic to the fact that people do like to, in academia, they like to make a distinction between them. But I'm using them interchangeably because quite frankly, I give up, industry uses them as synonyms again. That's a, as well as a fight that I'm not going to fight. And in fact, the real reason is that my new favorite definition of the difference between AI and machine learning comes from Matt Veloso. Here's a quote, I hope you'll like it. If it is written in Python, it's probably machine learning. And if it is written in PowerPoint, it's probably AI. There you go, a little humor to wake you up there. All right.  You might have hoped you did. But what I want you to consider when you develop these systems is that maybe you didn't trust no one. Don't even trust yourself. What didn't you think of? What could go wrong? And do you have safety nets in place just in case it does? Always build safety nets. So here's an example.   If it doesn't recognize the face of someone who's supposed to be in the house, then it automatically locks the door. And so BJ May is complaining that he was locked out of his own house by the system because it was protecting everyone in the house from Batman. Right. Okay. So here's the thing. This situation ended just fine. It's just a nice joke on Twitter because the people who developed this system had thought about possibilities like this before and had designed the system to have other ways to get into the house. You could put in a pin code to overwrite the thing in case this happens. If those engineers had never thought that a mistake was possible until poor BJ May was locked out of his house, who knows, maybe poor BJ May would still be locked out of his house. You cannot think about this stuff after the mistake happens. You have to consider that mistakes are possible and develop safety nets alongside the system. Don't just trust it. Always have backup plans. And so Nugget 5 is think like a site reliability engineer. Site reliability engineering is a discipline started at Google and it's all about keeping large scale systems safe and reliable in production. And when I say to site reliability engineers, I have a slide and I say, what happens if there's a mistake on some slide? And I say, what's the typo on this slide, my friends? They all shouted at me, not if, when, correct, when there's a mistake. Mistakes will happen. In fact, if there is one single most dangerous thing that both producers and consumers of AI systems can do, it is to forget that mistakes are possible and to trust these things is 100% perfect. The goal with these systems is to pass a performance bar and that bar might be really high. That performance bar might be what you might call better than human performance. That is not the same thing as perfect. And you have to see that difference. Mistakes are possible. You need to remember that. Always, on both sides, if you're building or using these systems. And so make sure that there are safety nets. Don't use systems without them. Now, AI lets you automate the ineffable. Things that you can't say the instructions for, you can still get automated. Amazing. So how would we trust a system where you couldn't say the instructions because they were so complicated or you couldn't even wrap your head around them that were so complicated? Are you expecting to sort of read them and understand what they do if they were too complicated for you to come up with in the first place? You shouldn't expect that. You should expect that probably the reason you couldn't automate it the traditional way by just saying how to do the task is that it is too complicated for our human memory. The wonderful thing about machines, though, is that their memory is much better than ours. See, if you ask me to start reading a spreadsheet and it's got a million things in it, by the time my eye has gone down to the millionth one, I've forgotten most of the ones before, but not a computer. That's the advantage of the computer. It remembers all the examples. It remembers them in parallel, all together, all at once. It can manipulate them in a way that I can't. And similarly, an instruction set that is a million pages long. If I start reading that, I'm not going to make sense of it, I'm going to get so bored. Not because it's difficult in some intellectual way, but just because it's boring and there's a lot of it. AI models, AI instructions, recipe sets, they are long and they are boring. When you start reading them, you forget what you've read. That's the sense in which these things are black boxes. For any of these systems, you could open it up and you could start reading that model. It just wouldn't mean anything to you. It would be a whole lot of mathematical garbage. That's because the instructions are complicated. Now, you could say, I don't want to deal with anything that has complicated instruction sets. Okay. That means that you are limiting the tasks that you can automate only to the things that a simple human mind like mine could wrap itself around. And you know, we're not that impressive as a species. If I start reading the digits of pi, I'm going to start forgetting them after about the tenth one. Again, not so with a computer. We've got limited short working memories. That's really what we are doing here with AI. We are taking advantage of systems that do have good memories for pulling patterns out that we can't see ourselves because we can't remember what we've read. Okay. If you stick with only interpretable things that you can understand, you're only going to be able to automate simple tasks and you're not going to be able to go past those low-hanging fruit and make progress in those areas that are a little too much for us individually. Okay, but how can you trust it then? You can't read it, so how do you trust it? Well, here's what I'll say to you. Don't trust AI. Don't trust humans. Don't trust yourself. See, I've got some trust issues going on here. Trust no one. Instead, force everything, human and machine, to earn your trust by testing it. Think about how you would figure out whether a human student knows calculus or not. You want to build a human student to do calculus. What are you going to do? You're going to take a scalpel and open up their brain and look around and see how the brain implements the calculus to figure out if the student can do the calculus? No, of course not. That's silly. That seems to be what people want to do with these AI systems, right? Opening it up and reading the instruction set, reading the model, that is the equivalent of poking around in the student's brain with a scalpel. What are you going to do instead? What's the much better way? Something you can do with students and with machines? Give them an exam. Test them properly. Curate the inputs. Make sure that these are relevant to the sorts of tasks the student needs to perform later when they're a mathematician. And so, calculus of the high school level and calculus of the PhD level are going to be different things, with different textbooks, different exams. And then, look at the output of the system, score that output, and if the score there is good enough for your tastes, then, and only then, can you say the student or the system is qualified to do the job. And so, the exam matters, and who sets the exam also matters. Whenever anything goes wrong with an AI system, one of the questions that I ask immediately is, who tested it and how did they test it, and what did they test it on? Let me show you an example of very silly testing. So first off, we're going to train a system, right? We express our wishes with examples, so I'm going to teach it to categorize three different kinds of things. My two cats, Huxley and Tesla, and Banana, those are my three categories. And I'm going to give it more examples than just these, that's for illustration, but I want you to imagine that there's many, many more examples in the training set. We give the examples in, it finds patterns, it makes a recipe, and then we're going to test it, and we are going to see that, oh, it seems to have perfect performance. What went wrong here? Did anyone notice that the photographs in the test set were the same as the photographs in the training set? How do I know that this isn't memorization? How do I know it can actually pick out the generalized differences between Huxley and Tesla and Banana? From this, I can't. It is possible to beat this exam through pure memorization. So what's a better way to do the testing? Give it new examples that it has never seen before. Then, and only then, can I assess whether it's generalizing, whether it's not doing this by remembering the answers, just like a calculus student. Professors, the dumbest way to test your students is to give them the same examples that you did with them in class on the final exam. You can beat those by memorizing. You don't have to understand anything. You don't have to generalize beyond. You can just sort of memorize this example, had a red lorry in it, and so the answer is 52.7. And then when that student goes out into the world, everything crashes and burns. Test on new data. You would be amazed how often in industry this one basic thing is not followed. Right? It's from new data that you can actually find out whether the system is doing what you needed to do. It's from testing on new data that it earns your trust. Always use pristine data for testing. This word overfitting, it's the curse word, the profanity for AI people. We're always avoiding overfitting. Everything is avoiding overfitting. Overfitting, think of it if you prefer to use simple language as memorization. Memorizing the noise in your data instead of the relevant patterns that also live beyond the training data that you used. The little peculiarities of the homework problems rather than the general stuff about calculus that the student is supposed to learn. The way to beat that test with data you have not used for anything before. So nugget number eight follows directly from this, my friends. You have to make sure that you set aside some data that was not used for anything before. And this is a habit that a lot of teams simply don't have. They get so excited to start playing with their data that they take the whole lump of it and they shove it all into the system. And then sometimes they don't have any more left over. So they're like, okay, well, whoops, I guess I'm going to evaluate on the same data. And then later on. So watch out. Always, always, always split your data. Now let's suppose instead that on this fresh data we had great performance. 100% accuracy. This means that the system can separate my cat, Tesla from my cat, Huxley. Yes? Careful. Don't jump to conclusions. As a recovering statistician we have this job of being grumpy and pedantic all the time. So some of that pedanticity that's not a word. Some of that pedantic impulse that has stuck with me is to be very clear about what things actually mean. So what does this mean? All it means is that on a test set of some particular size on these examples the system happened to perform the task well. I will never say that this means that the system can in general recognize the difference between my two cats. And yet that poetic language especially that marketers and salespeople like to use is that this is in fact a Huxley-Teslege generalized detection system. No it isn't. Don't jump to conclusions. Look closer. Turns out that in the training set every time we had Tesla we also had a radiator in the background. And with Huxley never a radiator. This system is trying to separate group one and group two and finds a convenient pattern that grill in the back. And then what happened with the test data? Same again. Same kind of data set taken the same way. This is not a Huxley-Teslege detection system. This is a radiator not radiator detection system. This is not a problem if all the photographs I'm ever going to show this system are taken in this manner. If Tesla is always photographed with the radiator and Huxley is never photographed with the radiator then for my business purposes this system will do in place of a Tesla-Huxley detection system. It will do the job, it will perform and I can trust it to work in that environment. So my friends what environment is it that you have built your system for? Make sure you think about that. Remember at its core we are expressing our wishes with examples. We're supposed to communicate with examples. When we pick dumb examples to communicate with all kinds of things go wrong. So I tell Google engineers when we're near machine learning they should consider tattooing this sentence on themselves. The world represented by your data is the only world that you can expect to succeed in. You will do well in that world but watch out what if your world changes what if someone tries to use your system outside the world represented by your data. You will get to fail. That is the prudent thing to do then trust it there.  Watch out. And machine learning turns patterns into recipes that's what's going on here. Patterns and examples in data you put garbage examples in what you're going to get out? Garbage. Express yourself wisely thoughtfully. And here is the thing the moment where we get to the AI bias part of the talk. This whole conference is about AI and ethics and responsible AI so we've got to talk about AI bias. When you think about data sets I want you to think about them like textbooks that you are giving to your machines. And I want you to remember that in fact a textbook is a data set it may or may not be in electronic format but it is a data set and a data set is a textbook kind of the same thing and like textbooks data sets have human authors a person wrote them. They're in fact a curated set of memories you need to think about who that author was and if that author was a horrible biased prejudiced individual that might affect the nature of the textbook and if your student has only this textbook to learn from why should you be surprised if they pick up the biases of those authors? And unlike humans these AI systems they're so innocent they don't get other inputs from elsewhere they just learn the patterns that are in here that's it you give them bad patterns you get bad results let's remind ourselves what this bias thing is bias has a lot of definitions as statistical bias which is actually not the bias that we talk about here statistical bias is results that are systematically off the mark algorithmic bias this stuff when we talk about bias and fairness in AI it occurs when a computer system reflects the implicit values of the humans who created it if that's the definition, that's from Wikipedia if that's the definition is it possible for a system not to be biased? Is there anyone whose past experience doesn't affect their implicit values in some way and whose implicit values then don't drive what they do next? Have we as humanity stopped growing? Do we believe that what looks to us like fair and good today will still look fair and good to people in 500 years time? Maybe they'll think we were a bunch of barbarians talking about the difficulties in creating unbiased systems the semantic impossibility of it does not give anybody a license to be a jerk we should strive to do our best and create systems that reflect the best of us and we should worry about who those authors are but I wonder if it's fair to blame the authors of a textbook for a student learning silly things maybe it's a little better to blame the teachers because what kind of stupid teacher gives a student a textbook that that teacher hasn't bothered to open to read and to think about whether this textbook was even appropriate in the first place that is a terrible teacher of course textbooks have human authors should check that it's an appropriate textbook and think about whether the student learning from this textbook is going to create a student that the world doesn't want that's the teacher's responsibility so open your textbooks my friends it's very easy with AI to say my data lives in that data warehouse in that database in that spreadsheet without opening that thing without putting your eyes on it then when it turns out to be full of garbage or bad patterns or prejudice it is your fault as a teacher when your student learns that same thing quit blaming AI for AI bias blame people people make data if you say bias comes from data it comes from people and in fact I'm going to attempt the Hemingway Ernest Hemingway he had a lovely short story in six words on AI bias the whole problem and the solution to here we go AI bias inappropriate examples never examined that's where the problem comes from how you solve it is by making sure that you examine it let me remind you here even this was a gentle example of bias I was the person who picked these examples I was the one who said this style of photograph was appropriate to this task I might have created the dataset because for me in my world Tesla is always by the radiator you should open it and have a look and have a think about what my incentives and biases might have been in creating this and what might be inappropriate if you borrowed my data and used it for your own tasks of course here's going to be a little problem what if the author of the textbook and the teacher are the same person those prejudices aren't going to get caught I made it seem appropriate I opened it up still appropriate off we go I'm not going to find that there was anything bad until the student goes out into the world and starts doing bad things is there a way to prevent this kind of thing yes there is more authors and don't just have one person checking the system get a diversity of perspectives the more eyeballs you get on that textbook the more likely it is that someone's going to say what on earth is that this isn't good for the kind of task it's going to negatively affect this whole group of users diversity is important in fact when it comes to machine learning and AI diversity is not a nice staff it's a must have without it if you make large scale systems that affect the planet you're going to get terrible results you need to have different sorts of people bringing their diverse skills and perspectives to thinking about what exactly we are doing when we say optimize this objective on that data set or textbook go and if you keep all these nuggets in mind that is how you build a safer and brighter future and I want you to see that this is so human this stuff is fundamentally about the human side of AI and when we talk about it as autonomous and robots and all that that is the part that we're forgetting and that's the part that we cannot forget so I hope that as you go forward and as you build and consume these systems you stay really aware of that human side that's how we build a safer, brighter AI future together thank you very much