How can we take a high level concept and make it really practical for the audience to put into their life, to put into practice? I think a lot of the books that we get talk at a high level and give a lot of science and data and reasoning behind the strategy, but sometimes can fall short and how do you actually apply it in your own life? So that's really the angle that I'm always trying to think through as I'm going through the book or the lens that I use when I go through the book. One thing I wanted to talk about that I think many in the audience over the last decade have asked us is, you know, which guests do you get nervous for?  It's been a little trickier to get guests in studio, but this year we definitely had some guests that were making us a little nervous or anxious. And that's why it was so fun to cover anxiety and have on so many experts around anxiety and use some of the tools that we've learned over the years from Ethan Cross to overcome that chatter in your brain to keep you focused on the interview. And we started the year with one of my favorites, BJ Fogg, love all of the work he's done on habit formation. It's one of the books that we recommend for all of our clients when you're looking at removing bad habits from your life but also creating space for new healthy habits. And that was a very exciting episode that we kicked the year off with. But I know Johnny, we were both talking about this. And one of our big goals this year because we're such huge fans of his work was to get the opportunity to actually talk to Joe Navarro. We've been covering body language in our boot camps for over a decade. Much of that work is based on his books and the work that he's done as an expert in body language both reading and understanding what we're communicating in our own body language. And that episode made me extremely nervous and the lead up to that, I had so many questions buzzing in my head, so much excitement to finally get a chance to sit down with him and have that chat. And of course, once you hit record, it all goes out the window, right? You rely on some of the prep but it was fun at the end of the episode to really have some moments to deeply connect with Joe in a meaningful way. And really now I consider him to be one of our resources for the show and he's been so generous with this time after the show as well. It was really a remarkable moment for us. Yeah, and I had been following him and messaging him back and forth on Twitter for a while now just in some of the things that he posts and some of the books that he will discuss. And so for me, there was already a little bit of a personal relationship leading up to that. So it gave me an extra layer of nervousness. But when you're dealing with somebody who knows a subject to the caliber that he does, it's always intimidating. I mean, I feel very acquainted and familiar with a lot of the guests because we read their books before they come on. And there are certainly preconceived notions that I have about how they might be in the interview because of their books. Those are not always as quite accurate as they turn out to be when it actually starts. It's always very surprising. It's definitely true. You get an opportunity not only to read the book but then to unpack what they were thinking as they were researching the book, what was the genesis of the very point of writing the book and sharing a bit more of the backstory behind that than of course can be included in books. I know for myself, I was so fired up after reading Tim Grover's book and excited to have that opportunity to chat with him. And the one thing that I took away from that episode was his idea that balance is bullshit. Because I think so much of my life, I'm in this constant state of chasing balance. I just wanna have this work-life balance and I want everything to be in harmony and really hearing him share both Michael's journey and Kobe's journey to greatness and really the understanding of mentality of what it takes to perform at such a high level year in and year out as a professional. It was just so refreshing to hear him, no holds barred, explain, listen, balance can go out the window. And if you start to look at your life in seasons, you start to think about where you're really putting your focus. It's okay if at times things feel out of balance. That's normal. That's a part of the process. Reading his book, I felt it was a bit dry. I wasn't really sure what angle that he was coming from. And I was nervous about the interview because I wasn't sure how it was going to go. However, the interview was so good and I felt so comfortable talking with him. And then the book made a lot more sense to me. It's sort of like one of those things that all come together. As a musician, there's bands that maybe you listen to on record and you don't quite get and then you see them live and it all comes together and the records are so good afterwards. It was much in the same manner as that for me. I think one of the more rewarding things about doing the podcast over the years has been the fact that we get a lot of these books pre-print, meaning before they're actually published, we get to see the author's thoughts in a lot of unedited format and uncorrected proofs. So we see sort of how the sausage is made in building a lot of these best-selling books and also the fact that we actually read the books. And that's been such a powerful takeaway in my own personal life and something that many of the guests have shared with us off air is just how surprised they are. Of course, when it comes to podcasting, authors go on a lot of shows to sell books to talk about their work. And of course, I don't blame a lot of podcast hosts for not getting a chance to get to all of the books, but it is something that I really pride myself in getting an opportunity to sit down to really read the author's thoughts and then get a chance to really interrogate them a little bit around those thoughts, those ideas that they've crafted and spent their whole life working on. It's really rewarding. And I know for me, some books are absolute page turners. Jonny and I will laugh in the prep. Okay, that was a really easy one to read. Or we'll reaffirm a lot of what we teach in our programs. And then sometimes the books can be really dry, but the guests can be really exciting and vibrant. And you almost wonder, how did you write that? How is the tone so dry in that book? But here we are having such a great conversation. Well, think about that. So the authors that we're reading are the best in their fields and they've spent a lot of time in doing research for these books. So by the time it goes from their brain on the paper through the editing process, you can see where it could be very academic. You can see why it would be kind of dry, especially when they're going from cited research to cited research. So having them and speaking to them about it and for a lot of them, you see and get to hear the passion that comes through about the subject that they have been researching on and realize that some of these books, they had taken a decade to write in the research that they were going over and their passion for that subject comes through in the interview. That's the disconnect that I find a lot of times. So that when you're reading this research, of course it's going to be a bit dry. And of course I'm gonna start to worry about how is this going to come off in the interview? And then we hit record and they light up because they're talking about their favorite subject that they've been researching for 10 years and now all of that work is finally out and it's finally public and they get to share it. So they're fired up. So I have a question around your process when it comes to going through all of those books because it is a massive amount of books that you have to go through, sometimes on short notice. So what is your reading practice? How do you take notes? What questions stand out for you that you're then going to ask the guest? So I think number one, I try to get started as soon as I possibly can get my hands on the book and you hit the nail in the head. Sometimes we get pre-print books matter of days before the episode. Sometimes we'll get the books far in advance. But one of the first things that Johnny and I both share is a love for the physical book. Yeah, so I really don't like digital prints. I don't like spending more time on screens as we talked about with Brian Primak, one of our guests. One of the things that I'm really focusing on is trying to remove screen time from my life as diligently as possible. So I love a physical book. A physical book for me, number one, allows me to fold pages. I crease pages to go back. So as I'm whipping through a chapter, if there's something of real interest or something that sparks a thought, I'll fold a couple of pages in that chapter. So by the time I make my way through the whole book, I can start to create a compendium of thoughts, ideas, questions that I wanna unpack with the guests. The second thing that I'm always looking for is how can we take a high level concept and make it really practical for the audience to put into their life, to put into practice. I think a lot of the books that we get talk at a high level and give a lot of science and data and reasoning behind the strategy, but sometimes can fall short and how do you actually apply it in your own life? So that's really the angle that I'm always trying to think through as I'm going through the book or the lens that I use when I go through the book. And then what I'll do is I'll jot down some questions that I have in a separate document, I'll mull them over, I'll go on walks with Puppers and Amy and talk about some of the concepts in the book as they relate to me. And then when I feel good about my questions, I put them in the shared document with Johnny and then typically we will digest together and walk through, okay, what are some thoughts and some things that we really definitely wanna cover in the episode and then allow space and time for it to be a little bit free-flowing as well. I think that's part of the fun of it for myself is that we're both reading these books on our own time through our own lived experiences and when we put our questions on the shared Google doc, I get to see what things that you had taken interest in on the book and then of course my notes of the interests that I had taken. Sometimes they line up, sometimes they're wildly and widely different and that's always entertaining to me. And then so then when we get together an hour before the show, we talk about what are the points that we wanna hit and it's quite interesting, especially because we're also viewing a lot of these books as you were talking about the lens that you were looking at them and reading them, where we're also tied to the company together. So a lot of times the ideas that we're getting from the books or our takeaways are directly applied to the business that both you and I share which is also an interesting dynamic as well.


Hi everybody, Joe for Jaspy's casebreaks.com, coming at you with a pretty fun break here, 21-22 Hit Parade Autograph Basketball Kicks. Autographed Kicks edition, two box, random team break number two. So a pretty fun break, two different shoes, right, and two different things happening here. The first list on the randomizer at the end of the video will be for a wax party spot, and the second randomizer will be for two of those 0304 top scone basketball spots. So pretty awesome stuff here. A big thanks to this group. We're gonna do the two box break first. We only ended up doing one filler for it. So big thanks everybody here. Congrats again for winning those spots in the fillers. There are the teams right there. Let's roll it, randomize it five and a one six times for names and teams. One, two, three, four, five, and a one, sixth and final time. Got Darren down to Brian. Five and a one six times for the teams. One, two, three, four, five and a one, sixth and final time. After six, we got the Hornets down to the Grids. All right, Darren with the Hornets, David with the Magic, Brian with the Nuggets, David with the Thunder, Michael with the Spurs, Raymond with the Cavs, Kevin with the Rockets, Justin with the Timberwolves, Brian with the Kings, David with the Hawks, Peter with the Nets, Brian with the Celtics, Brian Frank with the Wizards, David with the Knicks, Jason with the Blazers, Matthew with the Bucks, Terry with the Raptors, Brian with the Sixers, Adam with the Clippers, Brian with the Heat, David with the Pistons, Brian with the Lakers, Jazz, Pelicans, Canard with the Sons, Brian with the Warriors, Michael with the Pacers, Brian with the Bulls, Raymond with the Mavs, and Brian with the Memphis Grizzlies. Now trades are allowed, but remember to trade at your own risk. We will also be using our no checklist rules because there's no checklist for this. So the shoes will go to the team they're currently on if they're active or the team they played for the longest if they are inactive or retired. I think that's it. All right, we're gonna pause the video when we come back, we'll see if there's any trades and then the break, BRB. All right, welcome back everybody. No deals were done in this two box break here on Sunday, the 10th. Thanks everybody for making this happen. Appreciate it. A couple dice roll, one dice roll for two lists at the end of the video. First the shoes, it's gotta be the shoes. So let's see what we got. So this is 71 out of 100. Let's see what we got down here. This is an old school player here. What team did he play for the longest? I think it's this team, but I just wanna make sure. That's the only team we played for. Or no, no, no, he played for a couple other teams. This is the main team for this shoe here. You can share your hit with the good people at Hit Parade if you'd like, this box and the name of the player is right there on this little sticker on the inside. I'll just leave this next to you. Let's see if this is easy to guess. Oh, this is easy to guess. All right, so maybe we'll play some Who Am I? I'm a retired basketball player, obviously, a shooting guard, point guard, a Hall of Famer, five time all star, a 1973, 74 all NBA guy, a 1972 NBA champ. Who am I? At the end of my career, played a few seasons with the New Orleans Jazz in the late 70s, started with this team, the team I played for the longest, started with the team for three seasons, then went to Phoenix for a couple of seasons, then went back to my original team. 61, 170 out of UCLA, went to high school in Los Angeles and was the 10th overall pick in the 1965 NBA draft. Who am I? Any guesses here? I have a lifetime, 18.6 points, three rebounds and almost five assists a game, 45% from the field, 80% from the free throw line and they didn't count three pointers in my era. Not Jerry West, you got the team though, Zach, not George Gerv, not the Iceman. So I kind of gave it away. Brian Frank is gonna be very happy. He's got the Lakers in this one. Any other guesses? Old school Lakers out of UCLA in the late 60s, played for Phoenix for a couple of seasons, ended his career with New Orleans Jazz, played between 1965 and 1970 from the 65-66 season to the 78-79 season. Kind of an underrated Laker, I wanna say. I feel like everyone thinks about guys like Jerry West and stuff like that. Not Michael Cooper. This player, 60s, mid-60s through late 70s. Van Arsdale, no, not Van Arsdale, Diego. Hall of Fame Lakers that played for the Suns for two seasons in New Orleans. I feel like it's on the tip, I wanna show this. I feel like it's on the tip of your guys' tongues here. Should I give you initials? The initials are the same as George Gervin, actually. So Mike was kind of close there in a way. G.G., we'll give it a couple more guesses, not Bob Coosy and Frank. There you go, Trey's got it, Gail Goodrich. The autograph would have given it away. The penmanship is too good. There it is, Gail Goodrich. On a converse, all-star shoe, that's pretty cool. So Rex, what's going on? Elgin's a good guess, Elgin Baylor is also another underrated Laker. That's awesome, Brian Frank with the Lakers. Congrats. But wait, there's more. I know, can you believe it, Logan? NBA Playoff, we'll play in games this week and then play off games soon after that, the regular playoff games. So, some fun NBA Playoff action. As a Lakers fan, I can watch the playoff stress-free because they're not in it. Let's continue on with America's favorite game, Who Am I? Where is the sticker here? Maybe that's inside the bag? I guess we'll just have to, maybe it's on the bag. Oh, there it is, JSA sticker. All right, I got it. All right, Who Am I? I am an active basketball player, 33 years old, 6'10", 240, small forward, power forward kind of guy. What can I give you without giving it away? Guess I'll just start reading off some career highlights. Two-time NBA champion, two-time NBA finals MVP, an NBA most valuable player, a 12-time all-star, a two-time NBA all-star MVP, six-time all-MBA first team, an NBA rookie of the year, NBA all-rookie first team, a four-time NBA scoring champion, part of the 50-40-90 club, 50% from the field, 40% from three, 90% from the free throw line club in 2013, part of the NBA 75th anniversary team, consensus national college player of the year, a consensus first team, all-American, big 12 player of the year, my number 35, retired by the Tayag, Logan's got it, Texas Longhorns, a FIBA world champion MVP, a three-time USA basketball male athlete of the year, McDonald's all-American, first team parade all-American. Man, gold medalist in the 2012 Olympics, the 2016 Olympics, the 2020 Olympics. He's pretty good, he's pretty good. Kevin Durant, so you can see the sticker right there, this is Kevin Durant, an active player, ghost of the team he's currently on, and that'll be for Peter. Congrats, Peter, that's for the spot that you won. So here's the shoe, it's gotta be the shoes. There's his auto right there, JSA sticker right there as well, pretty awesome, huh? Yeah, there's the JSA card down there as well. I don't know if this is, these aren't my game news or anything like that, but this happens to be a size 17, in case you were wondering. I don't know if, I don't think that's, that might be Katie's shoe size right there. So, pretty nice. So yeah, there is a number on the bottom, I don't know what that number is, but that's handwritten by someone there, so. Don't know what that's all about, but pretty cool. Really cool, so once again, that's for Peter and the Brooklyn Nets, team that he's currently on. Pretty accomplished player, pretty nice. All right, now, let's flip away from that awesomeness, and now let's give away a wax party spot with the first list and the second list, two chrome packs being given away, and that breaks coming up after this. So, one dice roll for both lists. Let's gather all the names here, and this is for the wax party spot. After five times, two and a three. So name on top for both lists. First list, wax party, five times. One, two, three, four, and fifth and final time. Two and a three, five times. So after five, wax party spot, going to close Justin, name on top. Jason Fractor with the spot that you won in the filler pack. You did not get a shoe, but you are getting a wax party spot after five times. Congrats to you. Let's get you in there right now. Let's put this on camera, let's put this on wax. There you go, bam. 20, 21, 22, hip parade, kicks. Two box, RT number two. Congrats, once again. All right, now, let's grab this list once again, and pop your names into a fresh list here. Once again, two and a three, five times. This time, the top two will get into the next break, that oh three, oh four, top chrome basketball break. After five, two and a three, top two after five. One, two, three, four, and fifth and final time. So from three on down, sorry, Michael, very close. Happy times though for the top two, you're in the next break. David is in, Jason again, wow. Jason's name on top twice? That's crazy, buy a lottery ticket, Jason. There you go, Jason and David. We'll see you in the next video for the next break. Jaspeyscasebreaks.com, bye bye.


Good morning, everyone. Happy Wednesday. How we doing? Still awake, still alive, hanging in there. Awesome. First of all, I just want to say it's a dream come true for me to be on this stage. I've been coming to MozCon for about seven years now, got a little Roger tattoo here in white. Really, really happy to be here. Yeah, looking forward to sharing some some new tips about EAT and most importantly, we're gonna be talking about expertise today. So, today we're gonna be talking about why I think expertise or real expertise is the most important ranking factor of them all. I know it's a very bold statement. Again, I'm Lily Ray. Rob did a great introduction. Thanks, Rob. But I'm the senior director of SEO and head of organic research at Amps of Digital based in New York City. Have a few teammates here. Love you guys. We're also hiring, so come talk to us after if you're interested. So if you've heard me speak before, you probably, maybe you've seen this gift, but I personally think that EAT is this new force that's kind of overtaking a lot of the other SEO tactics and strategies that we talk about at SEO conferences and in our industry and things that we do day to day with our clients.  It comes directly from Google's quality guidelines and it's basically the criteria that Google uses to evaluate how expert, how trustworthy, how authoritative a content creator is, a brand, a website. And this is something that the human search quality evaluators who basically evaluate how well Google is doing in terms of meeting content quality with its search results. They're using EAT as the criteria for measuring that. Google's also framed EAT as one of the most important factors for achieving optimal SEO performance in recent years. So, for example, if you want to learn SEO, you can go to Google's search engine optimization starter guide and they're going to say you should cultivate a reputation for expertise and trustworthiness in a specific area. They also say expertise and authoritativeness of a site can increase its quality. If you'd like to improve your website's performance after a core update, this is Danny Sullivan saying get to know the quality reader guidelines in EAT. If you want to rank in Google News and Google Discover, again, we have Danny Sullivan explicitly saying that make sure you're regularly producing original news content that's high in expertise, authoritativeness and trustworthiness. If you'd like to rank better after the product reviews updates, which were three big updates that rolled out here in the US in the last year, this is Alan Kent from Google saying that you should express expert knowledge about products where appropriate. If you'd like to rank better on YouTube, which is obviously owned by Google, YouTube uses a lot of references to basically EAT and authoritativeness in its documentation. For example, by saying that we use machine learning systems that prioritize information from authoritative sources. This is especially true in regards to how they combat misinformation on YouTube. So some interesting quotes about EAT. This is Danny Sullivan doing a presentation a couple of years back for Google News in particular. And somebody asked Danny, you know, how does Google determine who is an authority on a topic? And something Danny said that I thought is very interesting is that we use these broad notions or we understand broad notions of topics when we're measuring and calculating authoritativeness. So hold on to that for later because I think it's important for today's presentation. We also know that EAT matters more during times of crisis. So Google has explicitly said when there's a crisis happening in the world, they're going to algorithmically elevate authoritative content over content that maybe just has, you know, exact match wording in the title or it's extremely recent, which is what they were doing in prior years, but that tended to circulate a lot of misinformation throughout the search results. So now when there's a crisis rolling out, i.e. a pandemic that's lasted a few years, Google will algorithmically elevate authoritative sources. We can also see some examples of EAT in the search results themselves. So they rolled out an update a couple of years back or maybe early 2021 called about this result where you can click on those three little dots next to any organic result and expand some information about who the website is, why you can trust them, how long the website's been indexed, you know, the fact that it's an organic result and not a paid result. If there's Wikipedia information about the brand, they're going to pull some of that in as well. So I believe this is a manifestation of EAT directly in Google search results. There's also another new label that Google introduced on top stories called highly cited. So basically when one top story is the one that's really breaking the news doing a lot of the original research and the other top stories are linking back to that story, you can potentially get this label that says highly cited and this ties right into what Google is saying about elevating original reporting in search. So a couple of years back they said we're going to algorithmically elevate the content that's breaking the news that's providing the original reporting as opposed to a lot of the other content that's just rehashing or kind of saying the same things that the original source said. I also thought this was a very interesting example of EAT at work. So do you guys know Brody Clark, SEO Brody? Yeah. Feel free to tweet at him that he's in Moscow and I think he'll appreciate that. Him and his wife, like when I share this slide. But basically I thought this was really interesting because when Brody googled his name, he noticed he had this article carousel of articles that Brody had written for different SEO publications. And this was, you know, a little bit deeper down in the search results whereas we also had the knowledge graph with another Brody Clark, not SEO Brody. He's a British civil servant and Google was basically able to take the name Brody Clark and disambiguate them and show SEO Brody with this article carousel, which means Google was capable of understanding Brody as an author and disambiguating him from the Brody who held the knowledge graph. So I think this is a good testament to what Google's been doing with authorship and really identifying and elevating individual authors. So obviously EAT has become extremely important for SEO in the last few years. So how has the SEO community responded? Well, the way we always respond, right? Let's EAT all the things. So this is live footage of a SEOs over the past couple of years. I guess this guy's not going to move. He's supposed to be sprinkling a little EAT factors all over everything. But you know, adding author bios, adding date of publication, adding expert review, adding all these little enhancements without actually doing the work of updating the content or improving the content quality or actually working with experts or doing anything that requires a lot of work. This is how a lot of SEOs have responded in the last couple of years. Well, unfortunately, improving EAT is not a simple process. Adding these so-called EAT elements without substantially improving or updating the content is not going to be sufficient for SEO success. So I've been digging through examples of this over the past couple of years. The sites that have been negatively impacted by core updates. This was an example of a site where, you know, they were hit by a core update. They went in there and they put, you know, expert review. They put somebody's name, a person's a scientist or something. But when you look at the content, the content is exactly the same. So that person supposedly reviewed the content, but they didn't do anything, right? This is not sufficient. I believe that we need to work a little bit harder to demonstrate that we're actually working with experts using expert review because Google can catch onto these things. If I can catch onto them with the Wayback machine, I think Google has much more sophisticated technology to identify the same thing. So I also noticed that there's a lot of, you know, shocking shortcuts that the SEO industry has been trying to take to demonstrate good EAT. So I went to a popular SEO spammer forum and somebody said, okay, if my understanding is correct, you basically just need to have this expert as an author. So if I just create this fake expert, then I'll have great EAT, right? So this is why we can't have nice things. We're trying to oversimplify something that's very complex in nature and that Google probably has thousands if not millions of highly sophisticated algorithms that are really trying to get to the bottom of how to elevate high EAT content. So this is what I believe Google's probably been thinking over the past few years. We need to get a little bit smarter about how we're doing this because like all great things in the world, SEOs like to come and spam everything and we have to adjust to that, right? So Google's probably saying it's not just about how many bells and whistles you add to your site, it's about who you are and what you say. And I believe that they have the technology to really drill down and get an understanding for those things. So there's a really interesting patent that I looked up that is called the contextual estimation of link information gain. And there's this notion in this patent that Google applied for, which is an information gain score. And essentially what this says is that it indicates that there's additional information included by a page beyond the information that's provided in all the other pages. So it's like net new information that the page is providing. And I think this is an interesting patent that kind of speaks to what Google's trying to do in terms of elevating expert original content. We also know that there's core updates rolled out several times per year. And core updates are about how Google assesses quality overall and relevance and all these different things. So you'll see throughout the year, Google announces three to four major core updates, generally speaking. And this could be the time when they're rolling out a new set of algorithms to better understand and identify and elevate high EAT content. So if you're like my team and I and you work on sites that are heavily impacted by core updates, these types of charts might look very familiar. We get, you know, there's been, again, three to four per year core updates in the last few years, starting with the medic update around 2018 is when Google really started to ramp up its communications about EAT. We've also had the product reviews updates in the last couple of years, which is affecting not only sites that do product reviews, but also like e-commerce sites and informational sites that might also be impacted by those topics. So it's been a whirlwind, right? It's like very, very volatile on Google right now. And I believe that what Google's doing is they're leaning in on real expertise. This is a quote taken from the documentation about the product review update. They're saying the overall focus of this update is to provide users with content that provides insightful analysis and original research that's written by experts or enthusiasts who know the topic well. And I think this is a very interesting update because what I think Google's doing is algorithmically understanding who the true expert is and looking for proof in the content itself that they've actually spent time with the products, testing the products, reviewing the products and separating that content from people who are maybe just writing the same things that everybody else has written online. So what is this resulting in? Well, we're seeing a slow but steady decline in many different types of publisher sites. And I want to be clear. I don't think these sites are doing anything wrong from an SEO standpoint. In fact, I think they're doing a lot of things right. I think they're following the right, the great SEO and EAT best practices that we talk about in our industry. But Google tends to be reducing the visibility with a lot of these sites that talk about health and wellness and financial, your money, your life type topics. And on the flip side, we're seeing the rise in what I like to call the real authorities. So if you work in health or you have clients that work in that area, you probably notice the Mayo Clinic gets to rank number one for everything now. And the CDC and the FDA and these big health authorities that Google has decided, we need to lean on them for a lot of these, your money, your life keywords, which may have something to do with the fact that we've kind of been in a state of crisis for the past few years. We're also seeing the rise of real subject matter experts. So this is where I think things get really exciting. Let's first start by remembering that experts are entities. We talk a lot about entities in the SEO space. I know Crystal talked about it and Noah talked about it. Entities are a way that Google can evaluate information, identify people, places and things. You know, they have the Knowledge Graph, which is 500 billion facts about 5 billion entities. One of those, other way around maybe. But point being, Google is able to identify billions of entities and all the attributes and qualities about those entities when it's making things like ranking decisions or deciding what type of content to show in the SERPs. So a few years back at PubCon, somebody said to Gary, well, are you guys capable of understanding who every author is? And Gary basically said, it's not exactly about the author, it's about the entity. So if you're a really popular author for the Washington Post, Google probably has a recognized entity for you. And I think that's what we're seeing with the Brody Clark example. Also a few years back, I was blessed with the privilege of collaborating with the late Bill Slavsky, Rest in Peace. And we worked together on an article that was really exciting where we basically combined Bill's expert knowledge about Google patents with what I was trying to uncover with EAT. So basically what we did was we said what Google patents exist out there that kind of support a lot of what Google's trying to achieve with this EAT initiative, right? And these are five different examples of what Bill and I discussed. So the first is agent rank. This is a patent that Google applied for in 2007 or was granted in 2007. This allows them to algorithmically understand who the author is of a given article and rank the content according to who that author is. That's in 2007 that they were able to do that. Website representation vectors is from 2018. This is a patent that enables Google to classify websites and web pages into different levels of expertise. This was granted around the time of the medic update in 2018. And they can basically say this is an expert website, this is a lay person website or this is an authoritative article or not. Author vectors is a very interesting patent where Google is able to identify who an author is just based on the writing style alone even if that author's name is not included on the page. We also have speaker identification which does the same thing but for audio. So if a speaker is speaking and they have a notable voice even without saying their name, Google is able to understand who that speaker is. And lastly we have identifying authoritative results which is basically when Google sees a certain query should generate authoritative results they're able to understand that the query deserves authoritative results. So all these things in tandem, I believe Google's putting a lot of these patents to work in terms of how they're calculating and demonstrating EAT in the rankings. So this is a tool that I've been digging into a lot lately and my teammates here are also enjoying it. It's the Diffbot Natural Language API. It's currently free, it's online. I was joking with my team that probably when I say that at Mosconn I won't be free on online anymore. But as it stands you can put a block of text in there and it's going to identify the entity, right?  So this is a really dumbed-down rudimentary version of what Google is probably capable of doing with entities, right? So this is a really fun tool and I encourage you to use it and you can actually play with the text to improve the visualization. So it's a fun way to get an understanding of how your content can be visualized in terms of on an entity level. So let's do a theoretical exercise. Let's pretend that we just got a new puppy. That's my puppy Marcy when she was two weeks old.  Why does my dog whine all the time? Why is my puppy so hyper? Best guard dogs or why does my dog lick the carpet? These are all real search queries. And guess what? You guys know Cesar Milan? Really? Okay, I was like, is it just me? I'm like obsessed with Cesar Milan.  I know him from his shows. He also has award-winning books. But he happens to earn featured snippets for a lot of these different queries related to dogs and puppies. So this makes sense conceptually, right? And he's literally an expert on these topics. So I ran Cesar's bio through that tool, and immediately you can see the entity of Cesar. You can see when he was born, the fact that he's Mexican, what his former name is. He's an author. He's a best-selling author in the New York Times. We also have the fact that he owns a company called Caesar's Way. So just using this tool, I'm able to visualize all these different attributes and qualifications about this individual entity. We also have his company. So he owns Caesar's Way. I put Caesar's Way's biography into that tool, and I'm immediately able to understand Caesar's Way as a dog behavior company. You know, it's also a website publishing company. And so you can start to understand, like we have these different entities with these different attributes that we can then qualify, how, you know, qualified they are to rank on different topics. And we also have the ASPCA. I ran some information about them through there. And you can tell, you know, it's an animal well-being site, but it's not necessarily focused specifically on dogs and puppies. We also have the New York Times. Obviously, everybody knows them. A highly authoritative publication. So this is a theoretical exercise. When somebody types a dog or puppy behavioral keyword, Google's probably saying, okay, let's start with the authors. You know, which authors should I consider to rank for dog keywords? I'm gonna look for somebody who has a lot of expertise in authority on dogs. So, I think we already know, and I think we already know, Cesar Milan demonstrates a lot of EAT in this area. We also have Google doing this on the organizational level, or on the domain level, because they don't just evaluate EATs for people. They evaluate EAT for sites and brands as well, right? So, you know, again, probably Cesar's way is the most qualified when it comes to dog and puppy behavior keywords. So Google's doing this exercise of evaluating all these different attributes about these entities, and I think it's a good question of what they're probably doing when they're evaluating EAT. So I think that they're basically looking at the website's contributors, the website itself, all the possible entities that they can evaluate the EAT and how qualified they are to rank on different topics. And I want to be very clear, this process is done in tandem with all the other algorithms that we talk about in the SEO industry. This is not an exclusive process. EAT is something that becomes more important, depending on the query itself, depending on your money, your life, the query is. So if we're talking about vaccines, if we're talking about the 401k or, you know, heart attacks or something like this, this EAT process of evaluation is going to become much, much more important. And it's kind of a spectrum of how important it is. So, yes, still focus on everything else that we talk about in the SEO space, you know, focus on technical SEO, focus on content quality, optimization and website architecture and page speed. All these things matter, but this EAT process is, again, that absolutely matters, but matters more the more your money or your life, the query is. So now let's talk about some examples of real experts. So I've been digging through some niche corners of the internet to see some examples where I believe that someone's individual expertise is the thing that's driving their SEO success. So Google talks a lot about rewarding expert content, you know, elevating original research. So I wanted to see if there's examples out there where this is actually happening in the wild. And, lo and behold, there's a lot of it. And these are some examples of individuals and, you know, bloggers who actually SEO and content creation is not at all their job. They have other jobs, you know, they are actually experts in their field. And these percentages that you can see here are the percentage of growth that their sites have seen according to the Cystrix Visibility Index since early 2021. So all of these sites are seeing really significant SEO growth in the past couple of years. So I've been digging through their content and seeing what they're doing well. So what do these winning sites have in common? Well for one, the entire site focuses on one niche. And that's not to say go home and, you know, only create niche sites or if your site talks about multiple different topics you're not doing anything right. It's not to say that. It's just to say that with these experts on the site level, Google has said, remember Danny Sullivan, we understand these broad notions of topics and we can do that on the site level. So if you're an expert really digging into one area, Google's able to understand that your site has a lot of EAT in that area. They also use robust about me and about us pages. Every single one of these experts that I listed has a really comprehensive about me page. It's pictures of them. It's awards that they've won. It's why they're so enthusiastic about these topics. They all use firsthand expertise. Almost all of their content is written in the first person, which I think is very interesting. And they're basically saying, these are the things that I notice out in the field when I'm doing my job. And I believe that Google's capable of understanding that first person expertise. Again they use transparent authorship so whether it's them writing the content or maybe some other content writers that they work with, it's always very explicit who the authors are and all those authors always have author bios. They back up their expertise with evidence, anecdotes and experiences and this is where I think things are getting interesting on the algorithmic level. I think Google's able to understand especially with the product reviews update we understand that this person has actually spent a lot of time doing this thing. They're very enthusiastic about this topic. They have real life experience. They have real life advice. They have empathy. They have all these things that a real expert would have. They also offer objective advice without pushing their products. This has been a really key factor in the last several years of core updates. If you're providing informational content you have to be really careful about subliminally trying to sell your product or your service throughout the content. So some of these experts will actually say you know what, you don't even need to call an expert like my company. You can probably fix this thing at home. Others often link to them as the primary source. So we talk a lot about linking obviously within the SEO space. Of course when you're citing your sources and linking out to authorities I think that's really great for SEO and for users but in these cases other people are linking to them. They don't even have to link to anybody else because they just spent the whole day doing beekeeping and now they're coming to write about their experience as a beekeeper. They don't need to reference anybody. Other people need to reference them because they're the actual experts and I think Google's able to see the direction that the links are going. For product reviews they're always providing proof of extensive tests. Google's documentation says we want to see you using the product. We want videos of you using the product and these people, if they're doing product reviews are providing a lot of evidence that they've actually spent time with the products. There's a very robust depth of coverage within their niche so if you were to take a tool like also asked, which is a great tool any tool that can like visualize people also ask questions or a lot of the deeper questions you're going to notice that these experts have generally hit on all those different questions so they're doing a really good job providing a depth of coverage in their area. Let's talk about what this actually looks like. I'm going to go through a few examples of experts and pages that I think are doing a really, really good job of demonstrating real expertise throughout the content. This is a gentleman named Zachary Smith. He runs Smith's pest management company. They've been growing in terms of SEO really significantly in the last couple of years and it's just a pest management company, local business. They rank number one for how to get rid of cockroaches. They also happen to rank number one for a couple other similar keywords like how to get rid of mice and, I don't know, different pests that you might have in your home. What's interesting about this content is that number one, they offer step-by-step guidance which earns them the featured snippet. They always use first-hand experience to back up their claims so again it's like hey, we're the experts, this is what we see day to day. This is what Steve or any other authors bio on every single page. They're using unique images that the company took themselves so they're not relying on stock photography. They're actually taking photos of what they see. They lay out the honest pros and cons of each method so it's like, well, you can do this but this is going to happen, this is this. It's very honest. Obviously he's highly qualified to write the article. He's the one doing the work, he's the one running the business and he's very empathetic with the reader. It's like, wow, you have roaches in your home.  I probably appreciate too that somebody is actually speaking to their audience. Next is Mind Body Green. This is an exceptional site to look at just in terms of all things EAT. They were negatively impacted by core updates a couple of years ago and have been very much on their recovery. Actually they have more visibility now than they had during the time of the medic update so it's a very interesting site to pay attention to. And this is an article that they were ranking number one for attachment styles which gives the user interactive quizzes and videos about their attachment style. There's an organized table of contents at the top that's used for jump links, helpful internal linking to other similar articles. They're always citing expert sources when they make any type of health or medical claim. There's expert advice on how to change your attachment style and then they're doing a really great job with expert review here so they have a clinical psychologist working with them to write the content with a little pop-up that explains her qualifications. Next is the number one ranking site for Road Trip Utah and this is a travel blogger named Renee Roman. And what I love about this article is she starts by saying I've visited each of these parks multiple times. Me and my boyfriend have spent or husband have spent all these times here. Here's pictures of us at the parks. Here's all the things we learned throughout our travels. There's places to eat, safety tips. There's always photography of her at the park which I think Google can probably appreciate. Again it's not stock photography. There's considerations for each season, recommended apps and resources and always just explaining why she's qualified to provide this advice. Next is a site called Bob Villa. You guys might know Bob Villa. The site does really well for SEO. It's been growing a lot the last few years and Bob is actually involved in the content creation process. You can see here he's co-authored something about basement waterproofing that ranks number one for basement waterproofing. There's honest recommendations about how to work with a contractor. They include really fantastic FAQs. They include the what, the why and the how with firsthand experience that they've encountered on the job. Again he's not linking externally very much because he's the one breaking the information. He provides clarity around expected costs with actual pricing. I think this is really respectable because a lot of sites will say how much does something cost and then they don't actually tell you how much it costs. Bob will actually provide explicit pricing that you can expect to pay. Whether it's Bob himself writing the content or not, I know, but clearly they're focusing on leveraging Bob's expertise as part of the content creation strategy. Next we have a woman named Charlotte that's number two for queen bee size. Charlotte is the beekeeper of the year in South Carolina. She's won that award. Again she doesn't need to link to the source too much because this is the woman that's spending all day beekeeping and then I guess going home in the evening and writing about her experiences. So it's all first person and her writing style really demonstrates her enthusiasm for her work. This is an interesting example from a site called retro foam of Michigan. They're also doing very well with SEO. This is a company that does foam and insulation and they have their whole team laid out on the site. This is a gentleman named Eric Garcia who's probably the world's biggest enthusiast of foam insulation for your walls. He's highly qualified to write about it. He's the star of what they call foam university which is their YouTube account where they talk and they've been interviewed many different times. And what I think is really interesting about this is that they often will rank in the video thumbnail as well as in the featured snippet or in the top result. So this is potentially a way that Google's basically evaluating EAT across different areas of search. And if you've seen me present about the EAT ecosystem before, this is what I think Google's really trying to get to. Basically we have at the center of this ecosystem we have organic search and the knowledge graph but there's a lot of other search features and products that Google has where they can transfer this EAT knowledge across different Google products like YouTube and Google Maps and Google Discover and Google News. Once Google gets an understanding of the EAT of your entity or your experts they can maybe see that expert in Google Scholar for example. There's all these different places where they can connect the dots and I believe this is what they're trying to do across various Google products. So how to analyze and improve your site's perceived expertise? Number one, use custom extract and crawling tools.  Cross-reference that with something like search console performance and you can see where your site over or under indexes in terms of the different categories that it tends to drive traffic and you can kind of get an understanding of where your site demonstrates the EAT. Number two, work with internal experts to build out their SEO presence. You can also take that expert's content like video content or podcast content you can describe that as text for content on your website and always if you struggle to get by and you can just tell them I want to help you rank number one for your name and that's a good way to get people to pay attention and to work with you. Tip number three, provide thorough, clear and consistent author and expert bios. Try to be consistent in the language that you use throughout different external sites because Google can start to connect the dots there and maybe show that bio in the knowledge graph and always provide original research that's written. So the more you can break the news the more people link to you because that's the primary source of information the better the strategy is going to succeed. So I have literally 10 seconds to demonstrate how well this EAT stuff actually works. So three different case studies. This is a client of ours that was negatively impacted by the medic update. They focused really hard on EAT launched a new EAT focused site as soon as they launched it they skyrocketed invisibility another health and medical site and props to my teammate Paulie's been working really hard on these clients. They started focusing on EAT in late 2020 and we're really happy to see with the last two core updates we're starting to see that recovery. And lastly this site's also been working on focusing on EAT getting rid of thin content, low quality content consolidating content together working with experts doing all the right things and we're seeing that it's a really consistent growth over the last several months. So with all that thank you so much and enjoy the rest of MozCon.


Okay, so then we're gonna we're gonna focus over here on the free software now if you go to their To the free software that is available and just look at the lists of the software Not all of them have that limit of 79,000 or less of the AGI you can see here the free tax USA AGI 45,000 or less not 79,000 and so age any Free in all states that's a huge one because some softwares might not have the capacity to do all the states given the fact That the states are more complex because the states could differ from state to state Whereas with the federal taxes, it's the same over the whole country for the most part. There still could be like state Influences in terms of the cost of living and whatnot in certain calculations, but it's basically so state return free in all states Earned income tax credit included if AGI Criterion is met so the earned income tax credit is another credit, which is quite complex even for low-income Individuals so it used to be that your low-income tax return was quite easy But with all the credits that are in place these days the main ones being the child tax credit and the earned income tax credit And them having a refundable portion as well as possibly a non-refundable portion in some of these credits It starts to get quite complex. You intertwine the earned income credit also with Filing status number of children number of dependents Then it starts to get quite complex So some of them actually don't don't have the earned income tax credit Which I think would be very important if your income is below a certain threshold And you would qualify for the earned income tax credits So I think they have an interview process here like a little thing that will recommend the software But just recognize that you don't have access to all the software just because it's under 79 000 You also don't have access to all the proprietary Softwares out there. You'll note here that into its owner of QuickBooks software turbo tax I don't believe is on here at all Which is interesting. You might check out turbo tax. They might have a free option If your income is below a certain threshold as well But these are proprietary softwares. They're not like government sought. They're not made By the the the government the government somehow has a deal with them And so that's the idea. So this one. I don't I haven't used these. I use mainly lacerate. So free now under 68 000 Free in some states. This one's only between well between 17 and 79 Included if that's kind of a weird one. So if you're low below 17, no And then you got the iris free file program. This one has the 79 000 or less free in all states Make sure that it's picking up your state requirement if you're looking into these free options because You don't want to file two separate softwares One for the state and one for the federal typically Unless the state gives you like a free option or something like that The one that has the coolest name, of course is tax slayer Tax slayer, but it's 44 000 or less. I've never used it So there it is and then alo And then here's my image for tax slayer. He's slaying the taxes tax act and file for Taxes.com. So these aren't are not the only options you have. I can't vouch for any of these Softwares. I've never used them. You might want to you you could look at Intuit's turbo tax h&r block. I think has a standalone tax Package as well. Those are probably the biggest Two in terms of name recognition and I would think they would be pretty good given the fact that That again intuit is a big company and probably has More more people. So it's again, it's kind of strange that they're not in The program to me here. So you might look at their stuff and see if they're if they're Have a free option Uh as well, I tend I would tend to trust them a little bit Because I I work with uh lacerate, which is now owned by Intuit. I'm not saying Intuit's the best Out there, but they're they're big, right? They're the big one. Uh, so anyways


Hi and welcome to the session. I am Asha and I am going to help you with the following question which says, if f is a function satisfying, f of x plus y is equal to fx into xy, for all xy belonging to n, such that f1 is equal to 3 and summation of fx, x running from 1 to n is 120, find the value of n. Let us now begin with the solution. And here we are given f1 is equal to 3 and summation of x running from 1 to n fx is equal to 120. So this implies f1 plus f2 plus f3 plus so on up to fn is equal to 120. Now f1 is given to us 3. Now let us find the value of f2, f3 up to fn. So f2 can be written as f of 1 plus 1 and this is equal to f of 1 into f of 1. Since we are given that f of x plus y is equal to f of x into f of y, for all x comma y belonging to n. So 1 into 1 plus 1. Both these numbers are natural numbers therefore it can be written as f1 into f1. Now f1 is 3 so we have 3 into 3 which is equal to 9. Now let us find the value of f3 similarly. Now f3 can be written as f of 1 plus 2. So this is equal to f of 1 into f of 2. Now f of 1 is 3 and f of 2 just we have found out this is 9. So this is equal to 3 2. Similarly f of 4 we can find out and this will be equal to 3 raised to the power 4 and so on fn will be equal to 3 raised to the power n. So f1 plus f2 plus f3 up to fn is equal to 120. Let this be equation number 1. Can be written as 3 plus 3 square plus 3 cube up to plus 3 raised to the power n is equal to 120. Since f1 is 3, f2 is 3 square, f3 is 3 cube, f4 is 3 raised to the power 4 and f of n is 3 raised to the power n. So you can see this is a symmetric progression whose first term is 3. Let us denote it by a and the common ratio is denoted by small rs, 3 which is greater than 1. Therefore the sum of this series is equal to 3 into 3 raised to the power n minus 1 upon 3 minus 1 is equal to 120. Since the sum of a geometric progression whose first term is a and the common ratio is r which is greater than 1, then the sum of this GP series is given by a into r raised to the power n minus 1 upon r minus 1. So this further implies 3 raised to the power n minus 1 is equal to 120 into 2 upon 3, 3 into 40 is 120. So we have 3 raised to the power n is equal to 40 into 2 is 80. 1 goes on the left-hand side so we have plus 1. So 3 raised to the power n is equal to 81 or we can say that 3 raised to the power n is equal to 3 raised to the power 4 and on comparing we find that n is equal to 4. Hence our answer is the value of n is 4. So this completes the solution. Take care and have a good day.


Welcome to another episode of Frightfully Forgotten VHS Tales. Today we're gonna bring to you City Slickers 2. It's not a horror movie, but we've warned you guys that we're gonna delve out of the horror movie realm for the VHS Tales. I just ended up gathering up a bunch of old VHS tapes from my dad's place. They're all the Safeway brands in VHS. One of them was City Slickers 2, and that one was taped off of Paper View. It's very poor quality. Super grainy. It was really bad. We're filming, I think, maybe the first batch of episodes for this year. It's throwing a movie into whatever you look at these VHS in this box and they're like, City Slickers 2, let's put this in. City folks, city folks. Just a blast from the past. Yeah, it was. It really was. Yeah, we had never seen the first one, and we, as kids, we always just watched that one, that exact tape that we watched a couple of weeks ago. We loved it. Yeah, it was good. It didn't matter about the quality, it was just like, oh, I remember that because they have this map that they find in the Curly's Hat or whatever. They used to make maps like that, bury treasure and bury this fake treasure out by this like baseball diamond that was way out, show the map to our friends and get them to go find the treasure. And to be all crunched up. We'd make it look all burnt, we'd burn the edges with the lighter and stuff. It looked pretty legit, actually, pretty good, I would say. But watching the movie again, kind of realized how bizarre the movie really is because Billy Crystal. Was this just a vehicle for Billy Crystal to show off that he got ripped for like a year?  Yeah, yeah, yeah. With that bow tie thing.   It's the weirdest thing. It's a strange movie anyways though, like when you think about it, like meshing all these weird actors together. You've got Billy Crystal, Jack Palance, you've got John Wovitz, Daniel Stern, yeah, he's good in it too. And it's kind of nice seeing him play a little bit more of a straight guy, you know? Right. Jack Palance is great too because he's so straight, like a rock, it doesn't matter. But he's still got a lot of great lines too. Certain scenes would not work if it was someone else besides Jack Palance in it. Like the scene where they're freezing all night and they're all huddling to stay warm, but Jack Palance's character won't. He's all that rock by himself.  He's just like a statue. The sequel is better than the original. Yeah, the original is kind of, it's good. When I finally, because remember we only ever saw the second one because it was so fun and adventurous and hunting for treasure and all this stuff. Then you go back and watch the first one because, oh, the second one's so good. Just going on a cattle drive. That's the whole movie is, the cattle's creepy at night on the cattle drive. It's kind of boring, but this movie is like they're hunting for treasure. It's exciting. It's way more exciting. And there's a lot of like innuendo-y type stuff that you don't get as a kid that you get as an adult too. It's like, oh, talk about sex there.   Yeah, yeah, it's not a movie you would expect that we would be into. You know, if it were to come up in conversation like, oh, I love city slickers, it would be like, what? I love city slickers. Yeah, I used to play, I used to go hunt for treasure and see city slickers. All I can say about city slickers too, if you haven't seen it yet.