Stand by for crime. I'm Chuck Morgan newscaster at station KOP here in Los Angeles You know, there's nothing that strikes tear to the heart of a city more than the knowledge that there's a maniacal killer at large Especially one who kills just for the sake of killing with no apparent motive or reason Now we had one here in LA a while ago The press dubbed him the sniper Used a rifle to pick off his victims from dark alleys or upstairs windows or even automobiles Five murders were credited to him without the police getting a ninkling as to his identity And it was at this point that the guy began warning his victims. He'd make a phone call and say You're next and hang up Sure, the police gave the warned victim protection, but you can't assign a couple of cops to standing guard over a man forever This the sniper knew He'd merely wait until the cops were called off the job even if it took six months and then cracked down Well, this was a deal that I was thinking about last Tuesday I was sitting here in my office Mulling over the situation when my blond secretary Carol Curtis came in with some stuff Hi Chuck. Hi. Here's the stuff on the mayor's talk last night. I leave it in the basket. Okay Hey, what's the matter with you? This sniper gag is getting me down. Yeah, it's pretty serious Let's see that blonde girl who was shot last week made the 10th victim didn't she and her warning came in four months ago Well, one thing you can say about this sniper. He's got patience.  Sure. He's nuts. All his predecessors were nuts like Jack the Ripper and all the others You know, honey The trouble is there's a type of insanity that only a psychiatrist would recognize criminals like the sniper are the most dangerous Hmm, the police are taking an awful beating from the taxpayers. I know I talked to Bill Megs down at headquarters yesterday He's about ready to throw in the sponge. He won't bill talks about quitting, but he never will Doggonic glamour post. What are we going to do? What are we going to do now? Listen Chuck if you begin sticking your chin out on this I'll I'll divorce you I Absolutely refused to give you a divorce until after we're married. Hmm. Very funny Okay, so I'll break our engagement We aren't engaged. We are to you proposed to me two weeks ago, and I accept that it's official and final And there's nothing you can do about it. I'm even making payments on a ring Which Papi Mansfield has agreed to deduct from your salary. He what? Well, you certainly don't expect me to be engaged without a ring Oh, do you want it to become known around town that Chuck Morgan is a kid? I give answer the phone Chuck Morgan You don't seem to realize the phone I said. Oh, all right Chuck Morgan's office who? Chuck it's the sniper give me that for Morgan speaking. I Say now listen up Chuck what did he say? He said just two words glamour plus You're next Look like I was going to stick out my chin on this deal whether I wanted to or not Now I knew how those other victims had felt when they heard the warning come to them over the phone Wasn't a pleasant feeling You thought of yourself walking along a street some night and hearing the bark of a rifle Feeling the impact of a bullet between your shoulder blades You wonder what night it would be And you thought of all the nights in between before it happened And you wished you were a million miles away living in a desert island The voice that came to me over the phone was neither young nor old he could have been 16 or 60 But it didn't matter what he said was what mattered And the implication of it was still ringing in my ears when I hung up the phone Chuck this is horrible. It's all right. Don't get excited. Grammar plus.  That's a cheerful picture. Oh, I'm sorry only I couldn't On the way let's cut out being so morbid and do some constructive thinking okay Do you remember Danny Yates? Oh sure He was a little bookmaker a couple of racketeers frame for a job. He didn't do one and you saved him from a five-year stretch By proving a minute right now our first move will be to go down and have a talk with Danny Are you crazy the only place we can find Danny Yates is on skid row and skid row is where the sniper hangs out That's only theory glamour plus nobody knows where the sniper hangs out Besides, it's the last place. He'd expect to find me. Come on. Come on. Come on. Get your bonnet I had a theory about our friend the sniper And usually guys like him followed a pattern the pattern stemmed from frustration Killing was the release to the same pent-up energy that warped their brains And because of this frustration they all had the same weakness a desire for recognition All of which didn't prove anything But if Danny Yates reacted the way I hoped I might get a lead It was getting dark when Carol and I reached skid row The place hadn't changed much since my last visit Skid rose never do except to grow bigger I still don't see why you didn't tell Bill Megs and get some police protection if I had they wouldn't let me come down here But that's what I mean.  Then why did you come?  Let's take a look around Yeah, yeah, there's Danny at the corner table over there playing issues were game of solitaire. Come on The black six goes on the red seven Danny. I like host playing Hello, Morgan. Hi, what's on your mind social visit Danny mind if we sit down go ahead How about buying us a drink? Sure What do you have? Smirnoff vodka and soda for me. How about the chick? The chick isn't drinking She's particular. Now listen glamour plus. Don't blast her out Morgan. She's cute That's what Chuck just told me and you can both keep your compliments. Hey Mike. Yeah, Danny Two Smirnoff's and soda. All right What's it all about Morgan when a tip on a horse? Yeah The 11th race is coming up Danny The horse's name is sniper There ain't no such horse. Yes, he's been running a lot of dead heat lately What do you think his chances of losing the next one or Danny? I don't know what you're talking about. Here's your drinks Yeah, put them on my tab Mike. Okay Danny you have the reputation of being an honest bookie. You always pay your debts and you figure I owe you something Five years is a long time to be locked up for a man who likes his freedom as much as you Yeah This tip on your horse kind of important to your personally Morgan practically a matter of life and death. I get it Wait here. I didn't know you were so good at double-talk Chuckie boys Danny prefers it that way. Well, you're not silly enough to think that he or anyone else down here actually knows the identity of the Sniper do you nobody down here wants to know the snipers identity then they can't talk Well, suppose he began sniping at some of the local characters He'd be surprised how quickly he'd be found out You got a pencil and paper Morgan right here. All right Right down this number To 22 front street. There's a chick lives there named a May. She's got a kid brother named a Tony Kind of a wild kid likes to play horses. Yeah, got it Danny your pal and step it Morgan bite away. Yeah figure with square now The slate swipe clean Danny Thanks street was an alley that divided the city block The street light burned in the end. We ended The buildings on either side were old and seem to be mostly deserted Our shadows marched ahead of us as we advanced into the gloom a Figure appeared out at us from the darkness of a doorway. We heard the step and whirled around But where it was must have gotten cold feet when he saw my hand reached her to pocket Footsteps pounded away down the alley I began to wish I hadn't let Carol come with me Then I remembered what an important role she was playing in this drama much more than even she suspected We stopped before a door. I let a match saw that it was to 22 Well, this is it me and a brother must like to live away from things Low rent is probably the answer to that one. Now look After we've talked to me a few minutes I want you to remind me of something for instance. We'll make it go something like this Hey Chuck, don't forget that you're meeting Danny Yates at the corner of Wilshire and Rossmore at 1130 That's not me if I'm wrong, but but didn't we just leave Danny Yates? What you do is I say and don't ask questions Okay, okay, we're supposed may isn't home The girl who answered the door was a homeless female I'd ever seen She had a horse face and buck teeth. His skin was pockmarked and her eyes were crossed Then we got another shock She spoke and her voice was the antithesis of her looks. It was low resonant and rich Yes Are you may yes? I am won't you come in? Hey, I Suppose you're the police what makes you think that I knew it was bound to happen sooner or later You're after Tony aren't you? I suppose you have a warrant Tony your brother. Yes. What do you think he's done? I don't know. Will you wait here a minute, please? Tony yeah, you come here a minute, please Hey Who's the broad that'll be enough Tony no kid and say she's got class And it does me. We're from the police Tony. Are you kidding this babe ain't no cop And how about a chick if you don't mind? I don't like being poor. I don't be so hard to get along with I go for blondes Honest I do keep your hands off her son Well listen to him She your special property or some good being let go over sure I will and just what do you think you're gonna? I'm sorry, but your brother doesn't seem to have any manners. He's always been that way I'm glad you had any deserved it Tony's all the family I haven't I try not to blame him too much.  Oh Oh my jaw What happened you ran into something that didn't agree with it Get up on your feet.  Well, you ain't got nothing on me nothing I don't imagine it take very long to get something on you But since I'm not a cop will skip it for now. You're not from the police. No, I'm Chuck Morgan newscaster in KLP This is my secretary Carol Curtis. Oh, then Tony hasn't gotten into trouble again. That's a matter of opinion Oh, thank goodness lately every time there's been a knock at the door It's been someone looking for Tony with a complaint. Oh, will you quit your blubber insist? I ain't done nothing If you're Chuck Morgan, what are you doing here? Came down to see a friend of mine Danny Yates. He gives me tips on horses Someone at the saloon said I might find him here while he ain't here. So I see what difference does it make Chuck? Say, didn't you leave word to have Danny meet you at the court of Rossmore and Wilshire at 1130? Yeah, but meeting him here would have simplified as matters. That's all All right, let's get going may I I'm sorry if we troubled you. Oh, it's all right, mr. Morgan I'm just glad that Tony hasn't done anything wrong. That's all. Well, I wouldn't count on that too much may Kids like Tony usually wind up behind bars. They get ideas They get away with one or two jobs and think they're smarter than the cops, but it never works out that way a Fact that Tony I believe is going to find out sooner than he thinks Well, I've been shooting arrows into the air all evening without knowing for sure where any of them were going to fall I learned a couple of things for sure and was guessing it a lot more Everything now depended on who was listening to my 11 o'clock broadcast Karen I got back to the studio about 10 30 and found Pappy Mansfield owner of KOP waiting for us Hi, Pappy. Hey, we're in the devil YouTube band. Did you realize you've got an 11 o'clock broadcast? No, no, no, no Pappy It's only 10 30 plenty of time plenty of time my foot. There's all that wire stuff That's got to be gone over in the script written Carol. You get into the newsroom. No, no, wait a minute Hold it glamour puss. We can forget the wire stuff tonight Pappy Carol and I have dug up a better yarn That's really a honey Pappy way to hear it. It better be good. Well, what is it? Your favorite newscaster had a call from the sniper tonight. Oh, what's news about that? There's a lot of people that should get what you mean the sniper called you right? I don't believe it. He wouldn't dare don't be so sure Pappy I'm no different than anyone else that the sniper wants to call me has every right the world to call me Chuck This is serious my boy you act as if you're delighted at the prospect of being shot in the back Well, that's what I've been telling him all evening only he won't listen Pappy I'm delighted about two things first. This is going to be a knockout of a story for my broadcast tonight and second It's going to be the end of the sniper I suppose you figure that when your dear public learns their favorite newscaster has been picked for elimination They'll demand that the sniper give himself up and he'll do hmm monster the same thing I hope you sound pretty sure of yourself. I'm just whistling in the dark. Pappy.  Have you notified the police? Well, he wouldn't let me Instead we took a trip down to a skid row Chuckie boy got a tip on a horse brace Then we called on May. Oh, it was low. All right. All right glamour plus your sarcasm isn't helping the situation Pappy look cuz you're sure I've got to ask you to give me a hand in this How about it? Well, you know you can count on me Chuck But first I'd like to have you cut out all this double talk and bring me up to date on the facts I know you've been up to something now. What is it good Carol? Get into the office and start knocking out tonight's script. Well, Pappy and I go into a huddle, huh? Okay, but just remember I'm in on this too Pappy the first thing I want you to do is call Bill Megs at headquarters I did my broadcast as per schedule making a big thing of the fact that I was next on the snipers list The telephone began ringing almost at once and Carol had a time of it assuring everyone I had ample police protection and for the time being at least was safe Well, Carol and I left the studio a few minutes after a level 15 and drove up vine to Rossmar Just beyond 6th we parked the Jalopy and walked up towards Wilshire on the west side of the street We came to a driveway with a hedge and stopped in the shadows Wait here a minute glamour bus. I'll be right back. Where are you going? Keep your eye on the corner up there and don't move Okay, I went up the drive and around the garage and checked on the street in the next block Then I came back to where Carol waited Anything happen or a car just drove up and parked beyond the bus stop on Wilshire The car Carol pointed out was an old convertible The top was up, but there was no glass in the back window. It was headed west Anyone sitting inside had a clear view over the benches that were placed at the bus stop. I Wasn't sure but I thought that the convertibles motor was idling Chuck look at the crowd gathering the bus stop That's an awful lot of people to be waiting for a bus at this time of night I hope the sniper if he's waiting in that convertible doesn't think so he might get suspicious Suspicious of what most of those people are cops. It's all part of the plan. What plan why aren't I in on it? You're in on it more than you think glamour person. I'll tell you all about it in the morning Why you do you mean I've been a guinea pig all evening or less now listen Will you stop asking questions and maybe I'll tell you what's going to happen? You're better look in a minute Danny Yates is going to come walking up Wilshire towards the bus stop He'll mingle with the crowd a minute after that the bus will come along and everyone will get on but Danny What are you doing? He'll be left sitting on the bench alone a perfect target for the sniper who's in the park convertible Yes, well at least that's what we're going to find out if he is You probably take a shot at Danny and then head up Wilshire Now unless I miss my guess you turn right on Muirfield to get out of the traffic Oh, wait a minute. There's something cock-eyed here. Why is the sniper going to sniper Danny Yates when you're his boy? Muirfield Street makes a turn after it leaves Wilshire and swings back to Rossmore Now I'm counting on the sniper not knowing that because there's a police blockade over there right now, but it doesn't answer my question Why is this quiet? Here comes Danny Danny came briskly up to the bus stop timing his arrival with the arrival of the bus itself He mingle with the crowd and for a minute. I lost him Then the last of the people got on the bus swung away and Danny was left sitting alone on the bench Then something happened. I hadn't caught it on The bus as it passed the park convertible began to backfire. I glanced at it and then back to Danny Danny was gone But I could see one of his legs sticking up over the back of the bench then Carol yelled the convertible Chuck. It's moving away. Wait here glamour bus. I Ran up the driveway cut across a patch of lawn and thought of the five-foot fence I landed on my hands and knees just as a pair of headlights swung around the corner of Muirfield It was a convertible and the driver saw the blockade of police cars at the moment I was getting to my feet. It's slewed into the opposite curve with the squealing of brakes The door opened and the figure got out and sprinted across the lawn I followed The figure disappeared around the house lights bang on in the house Their reflection showed me a shadow climbing over a back fence. I took a running jump The two of us landed on the other side at the same time Something switched through the air and I caught the gleam of a rifle barrel Low struck me glancing Lee and I went down. I saw the rifle barrel coming again I made a lunch to the guy's legs I hung on for dear life dodging his blows with the rifle to my head it cleared then I reared up and dumped the guy I Grabbed him by the shirt font pulled him into me and then I give him a hard right Let me crumpled up like a coat drop from a hook Well, mister, I guess this is the end of the trail. Yeah, come on. Where are you? I must have gone over the fence. I'm over here, Papi.  It was a face of may You all right Chuck sure sure I'm fine. So that's the sniper, right? Well, he Holy smoke. It's a girl. It's a girl, Papi What a lousy break life gave her and what a lousy break she gave all our victims Yeah, I don't mean it that way. Papi. I was thinking something else. Oh, you were what? Don't think you'd understand Papi But remind me to tell Carol to congratulate herself the next time she looks into a mirror I'm Papi and I dropped into Nicodels for a beer and a sandwich before saying good night Seem good to see some bright lights and pleasant faces again To know when I parked my car and a lot behind my apartment house later on I Wouldn't have to worry about a sniper appearing through the sides of a rifle at my shoulder blades. I Knew that Carol and Patti had a lot of questions They wanted answered and that neither of them was too happy about the way I'd handle this affair now. Let's see We don't want to offend this mighty genius Pappy But wouldn't it be just dandy if he broke down and told us the secret of his great success It would indeed my dear it would indeed now look I was only doing my duty as a good citizen and as a news reporter Well, why don't you let me in on it? Yeah me all right. All right. Here's the way it was in the first place I Figured out this frustration angle. It had to be someone like me Only of course, I thought it was a man. Well, think of that the great mind made a mistake You see may was enjoying her publicity even though she remained anonymous. It was the only recognition she had in her life So when I announced over the air tonight I'd received a warning from the sniper had burned her up to think that someone else was stealing her stuff someone else. Yeah Glamour plus beer. You didn't actually think that the sniper had called me. Did you but why shouldn't I yeah? Who was it then? Was Danny AIDS Pappy? No, you see Danny had been wanting to repay me for the favor I'd done him so I gave him his chance He pretended to be the sniper for Carol's benefit Then he pretended that he was giving me a tip on the races for Carol's benefit Then I let me know. I knew Danny AIDS At 11 I broadcast the fact that I've been warned may heard the broadcast She put two and two together. She figured it was Danny was trying to muscle in on her act Chuck Morgan Do you mean that all the time I had to do it glamour plus if you thought I've been warned by the sniper Pappy Bill Megs and everyone else would be convinced.   Why don't you just order another beer and forget the whole thing? I'll tell you what I do well. I'll tell you I'd skip a couple of payments on your ring that he's paying for Now that ought to fix it. Oh, that'd be that's a wonderful idea. That's just what I'll do Then here wait a minute wait a minute now. I didn't order any ring. I'm my sorry I can't afford to have a ring


I have to admit that all my Bostonians have paid for it. Was this house a buyer of your ice cream? Were you shipping to his house? No, I don't think. Tom, if you eat sugar, call me. But I had his combine picture because I was like, look at this guy. I mean, who was the 199th draft pick? Didn't look good. Not sexy. No. Well, exactly. And I'm like, for every day that I felt like I wasn't enough, I was like, with hard work and determination, I too can be the ghost. So that's what I'm out here doing. That's a great story. Isn't it a great story? I really actually love that.


I am so very excited to be here today. This is actually super meaningful for me. Like, 10 years ago, I was actually given the opportunity for the second ever time to speak in English at this huge event. So it's like a milestone for me to be able to share it with you today. It's so, like, wonderful. It makes me look back at everything that has happened. It makes me realize that today can be a life-changing moment for many of you, too, as it was for me. I'm looking forward to that, too. Then it also makes me realize how that is how many horror stories start.  And then she, like, dies and goes out of the stage or something. Like, oh, the audience. The audience starts throwing, like, tomatoes because she's taking too long with her session and they need to go to the pub. So I am going to actually focus on the real horror stories that I came to share with you today and focus on how we can tackle them. E-commerce, SEO horror stories. We all know how the pandemic was game-changing for e-commerce, right? Like, and the good part of it is that, literally, organic search is massive for a lot of online stores, even well-established brands, right? SEO will only become more important because of how advertising costs are rising. Then, on the other hand, we have how Google is positioning itself as an Amazon competitor, pretty much, providing all of these merchant marketplaces, type of integrations, giving more visibility through the surf features. Oh, my God, the prognola trap. Have you seen that? It's like, oh, you cannot make you to not click under directly, right? Then, of course, we can now rather easily integrate with most of the top e-commerce platforms, online platforms from Shopify, Wix, WooCommerce, et cetera, this is integration with the free product listings. So Google is pretty straightforward. And finally, since a few years ago, a couple of years ago or so, many platforms like Shopify, that was thought to be the, let's say, online platform for stores, but then also many new players that have integrated new capabilities. Have you seen Wix e-commerce capabilities? Mind-blowing, indeed, indeed. Then, many tools, SEO tools, have also started to integrate many of these functionality. So realistically, with all of this, we should be like that, right? Like, oh, my God, where is my first billion? I look like Jeff Bezos right now, right? It's like, where is it? It's like, yes, integrate quality content, profit. No, no, not so fast. Unfortunately, I asked around, and in my statistically accurate poll, very representative of what we all think about, most SEO thing that e-commerce SEO has only become harder in the last few years, right? And realistically, if we think about it, e-commerce websites have certain type of characteristics that make it harder to follow, like the fundamentals of probability indexability, not even, let's talk about, about content quality and relevance, right? It's complex, it's complex. This slows down the SEO process and can cause real SEO horror stories. Sometimes we think that everything is going great. We tend to overlook those painful configurations that they take forever to be implemented and are in the back lawn, and then all of a sudden it's like, whoops. Goodbye, my dear friend.  I prefer to focus on opportunities rather than issues, so that is why today I'm going to become a little bit like this. Like, yes, let's see the good part of the story. Let's tackle, let's go through these horror stories, but in a positive light, let's see how we can tackle them, how we can make the most out of these opportunities, how we can prevent them in the first place, too. Let's start with internal search results, cannibalizing categories, right? This is very common and not only from e-commerce websites, to be honest, but shockingly, still today, I see a lot of my new clients coming with this issue because, of course, it has worked for so long and so well, and then I have this, let's say, this example here that is, like, safe for work, but there are so many crazy horror stories that I have seen of e-commerce websites that sell, like, baby stuff, indexing pages for non-baby stuff. See what I mean here? So it can be problematic and not only because of SEO, right? And it will go well until you realize that traffic is not really bringing value, and it's value that, it's traffic that won't be worthy and won't be there for so long, right? Realistically, it will mean that you will rank poorly with internal search results URLs and that leveraging the real relevant facet page that you have put so much work on trying to optimize. And this SEO horror stories, of course, happens when you lift your internal search results to be indexable without any constraint, right? Like, it's not only that, it's when you don't block any type of parameters, any criteria, no criteria when indexing these pages, generating content duplication, we meant to rank categories of facets and that can end up generating problems like this one, right? Every few weeks, you see a new internal search result page ranked, competing with the actual meant to rank facet. And, yeah, don't feel bad I have been there. Like, this is where I take all the screenshots, of course. It's like, yeah. The thing is, it's easily solvable, right? We can do it in many different ways. Some cannot equalize. Their internal search results pages, they map it with the relevant facets. If that is doable with your platform or easy to integrate with your dev team, what is important here is to actually point to the real alternate facet or meant to be index category rather than the home page, which is another horror story that I have seen so many times. I'm like, oh, yes, they are trying to canonicalize, but they are doing it so to the home page. You can also 3001 redirect the internal service or URLs to the relevant indexable pages or even avoiding them completely. This is one of those top functionalities that we can see nowadays with online stores, CMSs, right? Like, completely avoiding those internal search results referring, suggesting product pages or meant to index facet pages from internal search results. So, many ways to do it. While monitoring which are those query questions, terms that are being searched internally by the users in order to identify opportunities of new facets and categories and subcategories to index accordingly, right? So, as you can see, there are many ways to solve these issues, but there are certain challenges and misconfigurations that we need to also avoid along the way. Something similar happening in this other scenario. Indexing subcategories and facets with search potential, right? Like, many online stores, they follow these extreme stances. Like, we are going to, you know, index everything after the second level facet. All colors won't be indexable to avoid content duplication issues. I have seen jewelry's website not indexing color wedding bands' facets, losing a lot of high potential traffic. Sometimes they even block this. From being crawl-completely, right? It's like all those also not only no index them, but also like they often skate the links going to them. So, these are not existent. The problem is that many of these pages are going to be the ones that will be able to run for very popular commercially-driven, profitable queries that you really want to run for. So, the reality is that if your subcategories or facets can rank, your products will end up doing it so, but far worse, you won't give the choice to the user to be able to have diversity of products, and then you will have this consistency issue again and again, right? They will end up cannibalizing each other. Main categories can also end up ranking, too, on the other hand, but will have a poor conversion because you're adding a step in the purchasing journey. You don't want that. So, it's difficult to validate supply and demand of each facets to index, right? So, assess the search volume and intent related to each query and validate the number of products per facet to satisfy that demand, the value that this has for you, too. So, if demand and supply compensate for the effort of optimizing its facets, subcategories, or filter page, go ahead. Indent are customized while allowing, crawling, and linking, effectively, to that facet or subcategory, please stop using UTMs in internal links, in top navigations, all the ways to track clicks and behavior of users. Events, they are for something, and I heard that, indeed, in GA4, it's not so challenging to implement them. It only takes, like, 10 steps or so, more than in universal analytics. So, there's that. So, yeah, there's the point to index and optimize them in internal link to them directly, right? So, let's go to another horror story. Potentially one that we tend to overlook more, the lack of unique commercial content in categories, right? And, again, categories and facets connects with a very long tail of very powerful popular commercial searches. The problem is that if you disable JavaScript, if you disable CSS, they will look like this, and images. They will look like this. Many of them will look like this. A list of links. Very little content, right? And what many websites end up doing is this. Oh, yes, we need to improve the relevance of category pages so we will add a chunk of content at the bottom. What content? It doesn't matter. Just add the keywords there. It needs to pass the whatever content optimizer validator that we use, right? The problem is that too often, this content isn't actually meaningful. So we tend to, like, yeah, hide it to avoid damaging conversion. This content doesn't really connect with user intent. And the problem is that it can cause confusion to Google. They won't know what this page is about. It's pretty much sometimes you can see even like blog posts over there. Informational content rather than commercially driven one. So instead of doing this, let's improve the content of category and facets in a much more natural way that connect with their commercial intent. For example, rather than showing only six products per page, show 10. A great consequence is that you won't have 100 paginated pages with just 60. Nice, isn't it? Then you can expand the description preview that you can show off each product to. Then you can tackle the most common questions as FAQs in a way that can better integrate with the design, right? So this format will connect with commercial search intent. It's not content that you really need to hide. Also, you can easily identify now commercially driven queries to address customers' doubts. For example, like space surfer, master key word tools, and content optimization tools, they will provide easy ways to identify those how-to's and why type of questions that connect with the usual doubts that users will tend to have at that stage of the customer journey, of the purchase journey. So we can create FAQs or facts that can be integrated within the categories and faxed pages to support sales, addressing the most common concerns. Those that we can actually, and we want to actually feature and highlight to reassure users that the products they're seeing are the best for their own particular scenario, show why they're in the best place to buy these products, to incentivize conversion, mitigate any doubts around the usage and characteristics of these products, and blend the content in a way that actually supports sales, that doesn't only add relevance to the content, right? So we can do this rather easily by establishing patterns to generate this at scale, while leveraging content optimization tools to help writers to surfer. Neural text, amazing. These tools are not meant to replace writers, but accelerate the process. And like this, we can tackle this issue at scale in a much more straightforward way, right? We'll make it disappear. There is a challenge, but we should be able to tackle this issue. Next one. It's a little bit of the same, but even at a major scale, with product pages, product pages with poor unique descriptive content, and realistically, this is the thing. If you work on an online store, most of your URLs will be of product pages. That is a fact. Product pages target the longest tail of queries that can end up generating most of your traffic too. Also, users, they hate to link to category pages when they refer to something, a product that they love, they will do it directly to the product page. So these are pages that tend to attract a lot of backlinks, right? Direct traffic too. The problem is that when you go to the Google search console of any online store, I assure you that many of these URLs will look like this. They won't be indexed. Google will see that many of these product URLs end up showing what for them is content that is not worth it to index. Too similar to other product pages content, right? Product pages should feature specific descriptive information. Unfortunately, it's hard. Sometimes we end up selling the same product that thousands or hundreds of thousands of all the websites. So yes, we should... And this is a thing, right? This is how I envision product pages. Each product page should be like a landing page of that particular product. It should be beautiful. Why should it be ugly and thin and... No, it should engage with me and show me why these products is the solution that I was looking for. Many websites have the resources and invest the time on doing this. Many others... Well, it's not only that they don't have the capability, the problem is the scale here, right? So, again, I understand that this is a challenge, but also it's a challenge that websites should be interested to solve beyond SEO. I mean, if you are selling the same products that hundreds of thousands of other websites, why they should come to you to buy from you in the first place? So you should be the first one to try to clarify all of these challenges, right? So use unique and descriptive persistent URLs for each variant you want to index. Let's start with the base. Many websites end up generating these issues at scale just because they don't configure it well that each product variant should be in a unique URL. If you have the same product across many categories, you shouldn't be adding the category name every single time, for example. So we should also be avoiding temporary parameters when we generate these URLs, too. So there are so many fundamental configurations, issues that we should talk about right from the start. And then, of course, the next layer, the content, we can easily establish patterns to differentiate similar products and variants using their unique characteristics in the metadata, the headings, subheadings, Q&A, leverage also automated content generation tools to accelerate the process again. Oh, write this description, please. So it's not exactly the same than the one that hundreds of competitors of my website have, right? So remember this, to support copywriters, not to replace them because they have, they should have, they know how of your product, of course. So you need to leverage, and you should leverage that know-how. Use your own support insights and leverage keyword tools to create your product Q&As, too. We now also this wealth of tools that didn't exist like even two years ago that can better support us in this process. And of course, incentivize users to live reviews on product pages with discount offers. This is an actual discount that I was offered when I bought some, a few things during the pandemic, right? Of course, I will leave the review just because of that. And then, use structured data in order to specify the characteristics and improve their SERP snippet. If you have taken all of this effort on content, let's support this content disability on SERPs. Let's also help Google to understand this content better by using structured data. And the typical question here is, but Aleda, like, stop this ideal, these two ideal, but what if I have many identical, very similar products with a very short life span? If that's the case, then it will be better to consolidate these product URLs on a product aggregator page. This is what a lot of marketplaces do when there are many merchants, many providers of exactly the same product, very similar product to avoid indexing their individual URLs. However, of course, this also has a consequence. Adding many product variants like colors, for example, in a single page makes it ineligible for product-rich results because Google needs to refer to a single product page with a particular characteristic, of course. So, of course, balancing act of optimization here, depending on your own context and characteristics. There are challenges, but it's possible to tackle them, of course. Then let's continue with product pages. Product pages with traffic but inconsistent status. Again, some product URLs can have a very short life span, as we saw before, and end up generating errors. Sadly, many of this, as we saw before, attract a lot of backlinks, but a lot. These don't only affect the cycle health, but the ranking and traffic attracted by these pages at the end of the day is sad.  And those are opportunities that you can start leveraging directly with your own website. So, it's common with checking product URLs to find not only HTTP errors, but directs with issues too, because there were so many of them through a long time, they end up referring to a page that was not even similar at the end of the day. It's critical to establish inventory rules on workflows to manage product crawl in an indexing. Don't worry if you have said them, thankfully also a lot of online store platforms allow you to configure them rather quickly. And let's go through a few fundamental type of criteria to take into consideration for this, right? When doing a product pre-launch, use the same URL that the product page will have when it's actually launched afterwards. So many times I have seen websites ranking for the product name, but not with the actual product URL where they sell the product, but the launch pre-launch URL where they were announcing that they were selling it like in a few weeks. Why? No, use the same URL, at least redirected to the final one. If a product can be featured again in many categories, don't include them in the URLs. There are so many different ways to configure this, even in the most common platforms, e-commerce platforms, to eliminate those from the URLs directly to avoid this very common issue. Create and send product feeds through the Merchant Center to maximize the visibility. Now this can be also pre-automated with most common online platforms. When product is out of stock, eliminate it from listing XML sign-maps and feeds. I hate to click on a search result just to be brought to a page that says that it's unavailable. It's a bad user experience. You don't want to give that type of experience. If it's something temporary, the page can be indexable, but offer notifications when it's going to be available again. It should be something like a matter of days, right? Don't do this if it will take forever. And then, of course, you can take the opportunity to refer and suggest very similar products, too. The product started data and feeds should reflect this updated status every single time. And if the product is permanently out of stock and has a new version, you should have it redirected towards it while alerting the user that, look, you have been brought here because that product that you were looking is now out of stock, is permanently gone, but we can provide you this, all the products here. Something that you can still see here, change RedRx with 302s with JavaScript RedRx, please let's stop from happening and don't show for HTTP errors for out of stock products with backlinks. This is the one first thing that I end up doing. I am not even an alim builder, but I go and validate all of the product pages that are still showing backlinks in Moz, in SamRosh, in Achef, in whatever backlink tool and go and validate their HTTP status. Is this still showing a 200K? Is it indexable? Is it trying to one of redirecting? First, easy to validate whenever you are doing an audit for product pages too. Of course, you can use 404s or 410s, but let's ensure that these are real out of stock, product pages that are not attracting traffic, are not attracting rankings, are not attracting backlinks too. Otherwise the experience that users will have, let's stop thinking about Google for a moment, users will have won't be positive, right? And you should again update all of this, accordingly, in your XML time-ups, in your feeds, etc. I have created this flowchart like this that you can use, of course I will be sharing the deck later on, so you can take a look at it and you can easily share it with your developers so you can integrate those rules rather easily. The thing is that despite all of this, errors will continue to happen. So you should set recurrent and automatic roles and alerts to the tech remaining product URLs with issues to be dealt with. This is a great example. This is a great example. I love to do this not only with the typical SEO crawlers but with real-time SEO monitoring tools. For example, content king, little warden, you can set this alert to be warned whenever this type of pages change of status. So you can try to eliminate these issues, be proactive and then identify these issues. You can have so many of them. No worries. You can also set criteria with these tools. So you are only warned when those product pages with a minimum value of traffic, of clicks, of impressions, of conversions are affected. So you don't need to be focusing or trying to do a lot with pages that are not delivering what you're actually tackling in terms of work.  And of course, monitoring performance, rich results and product carousels inclusions to identify more opportunities. I love how many tracking tools nowadays will show the opportunities of the product carousels directly, the product knowledge drop. For example, in this case of Dunsworth ranking, many rank trackers will allow you to identify the size in order to start implementing these efforts. So another way to say goodbye to this type of product focus SEO horror stories. Let's go to all the type of horror stories, the seasonal pages with traffic, but in consistent status. Again, we all know how Black Friday, like Valentine's Day, Christmas can be huge for e-commerce website. And then again, whenever I go and out of these pages, I will see many of these former holiday seasonal type of campaign pages, landing pages showing 404s, showing 410s. So you should leverage these pages through the years. Don't change the URLs. Don't add the years in the URLs. Leverage them through the years. They will continue to have rankings, traffic, backlinks, establish themselves like this to continue delivering value. When disease and campaign is not on, you can keep them again indexable while referring all the discounts and offers that you have at the time of the year. If you need to modify the URLs again to have one redirect, update links, and XML sitemaps accordingly, it's always a good time to make the most out of your favorite holidays, of course, even if ranking, at least at the beginning, can be like a Santa wish, but we can't get there. Then last but not least, overlooking informational content and resources. This is the thing. A lot of players when they start investing in commerce, they tend to focus a lot on ranking for the most popular commercial and transactional queries. Overlooking completely those queries that are, let's say, at the top of the funeral, at the start of the journey. Realistically, very well established commerce players have grown in their authority because they have tackled the whole business journey, right? Sadly, again, not that many stores will see the value of them, but if we go and take a look at the link profile and which are the type of pages are attracting the most backlinks of the most established players in any of our sectors, we will see that these are informational resources, like all birds. If we go and take a look at the link profile, which are the top pages that are attracting backlinks are not product pages, are not category pages, but are pages like this. Informational resources. So you cannot expect users to purchase from you if they haven't seen you at the awareness stage, if they haven't seen you what you are capable to offer, why they should trust you in the first place, why they should buy from you in the first place. So you actually need to tackle the awareness stage of the journey if you want to get that click when you rank in the top positions for your top commercially driven queries. REI, they do it very, very well with their learn section, it's amazing to see how they have grown and how many backlinks and rankings they are able to bring with their learn section, something to learn from definitely, and it shows that commercial queries also have some informational intent and are ranked by resources. More and more, there's some B with T in intent, and we see also guides comparing products, reviews of products, ranking for otherwise queries that will be only ranked by category pages too. So yes, it's not all black and white. It's not all like I will overlook informational to focus on transactional and that's it. It's about addressing some of the most common questions and doubts when buying your products. So use the five Ws and H to identify and map queries with different intent to relevant areas for content optimization here. And then to help you with this, I have created this reference for e-commerce sites to avoid forgetting relevant query types. It's a cheat sheet here where you can also see examples of each type of page from the top online stores out there. So you can easily share as a reference to your copywriters, designer, developers, etc. And then of course you can use tools like keyword insights to develop your topic clusters while automating the keyword mapping process in order to make it much more easier for you. So yes, it's a world of opportunity we shouldn't only focus on those commercially driven ones that we think are the most important for you. Realistically, and this implementations will avoid the most common e-commerce horror stories which is nice and it's great to share with you. But we also know about this. That is only about knowing this. SEO is not only a knowledge problem, it's an execution problem. We need to be able to execute this error free. And this is when things become a little bit more complex, right? Many, many times we are like said back tackling bugs and issues rather than going for new developments. So a well-online SEO execution and validation is fundamental but not sufficient. It's critical that in order to minimize these horror stories, we also set an SEO quality framework to prevent errors rather than simply catching them with education, validation and monitoring efforts. This is a whole other talk but you have it here that I did in the last Brighton SEO for you to also implement all of these efforts that will end up also avoid all of these bugs holding you back when tackling SEO horror stories that prevent them also in the first place. And then you will say, okay, Aleda, this is great. It's a good actually good story, not a horror story, good story that we are also now going to the bar. Finally, this is actually a lot to do but realistically, we don't need to do it all at once. We should and we have here also across many amazing sessions from our each session to Jackie's shoe session how it's fundamental to prioritize. There are so many different ways to prioritize.  So there's so many ways to do this. What is important to start with those most meaningful, impactful one. We can also develop forecasts to assess, prioritize and show the expected ROI of this recommended action. Again, Miracle was here before. She has this amazing resource showing how to do this from scratch with Excel and there are many more tools like advanced web rankings integrating this capabilities directly with your targeted queries that you can use. You can also run as your test on pilot projects to obtain more buy-ins if these are challenging, meaningful efforts that are difficult to implement. Even you can do this if you don't have that much budget leveraging Google Tag Manager. There are resources like the one shared here by Chris Green that will allow you to do so. So no excuses. There are so many different ways to start tackling this issue with free and paid resources and realistically this is what makes it worth it. The results not only from a growth perspective but conversion and revenue-wise which is what we are paid for to deliver value. So it's all about e-commerce, organic search growth, revenue and ultimately ROI. If it is cost-efficient, if it is profitable it should be okay and we should go now and celebrate no SRO horror stories or positive stories with a great happy ending. Thank you very much.


I'm Rick. And you can follow us on Instagram, Twitter, and other juicy content. It's so juicy. And you can follow us on Patreon, follow us on Twitter, and the bell will be on the notification squad. BAM! You know the drill. And today, we are doing a movie review for Detective... How would you say it, Rick? Well, I would say Bumkesh Bakshi. Bumkesh Bakshi. Yes, it would be. That's the more Bengali-ized version of it. It would be Bumkesh Bakshi for most other people. But I'm going into the Bengali version of Bakshi. And it's starring, say his name, Rick. Starring as Bakshi is Sushant Singh Rajput. And we are aware and we're aware right when it happened. Yep, woke up to the news. The tragedy of his death. And we talked about it on Instagram and Twitter. I even put something on the community page of YouTube. I know some of you didn't see all that. But we are very aware. And we thought the best way to honor him, because we don't know him very well. We saw him once in PK, right? Yes, the supporting. And so we didn't know him well, kind of like we knew Earfun already. But we thought the best way to do it would be to watch one of his films. Yeah, and we did put, you had put up on the channel immediately a photograph of him on the community board and had said that we were shocked as well. And I think we could have all let you know.  You knew we were going to do something to honor him in some way. We could have just let you know, hey, it's it's forthcoming. But that's specifically what this is about. And yeah, there is comparatively, we don't want to minimize the tragedy of his demise or his beloved stature.  And Earfun had 30 years in the industry with over 100 films. And we were more exposed to Earfun. And it actually had a deeper personal impact on us. But I don't want that to minimize in any way. We recognize the there's a difference with this one, especially in light of the fact that there's a lot of controversy around that one, which is we're not interested in the controversy side of things. We're more interested in honoring the man as the artist and remembering for what he contributed with his art form and talking about the issues that are really important to talk about. And Johnny and I did an Instagram immediately where we had celebrated our one year anniversary, but we began talking purely about mental health issues and about the generic, the germane subject matter that's surrounding his the tragedy of his passing. And if anybody ever I would encourage anybody who's going through stuff to reach out and also. If you have family members, just all in friends, just always reach out. I said this in a tweet, just like Robin Williams, people thought he was the funniest, funniest guy, but he they in the most like happy person. But usually those people that aren't showing it are the ones that are probably hurting the most usually. And sometimes there's nothing you can do at all. But it's the I think the best thing to do is just always reach out. That's the that's the bare minimum we can do. Yeah. And to reach out in a way, reach out in a way that's more than just hey, how you doing? Yeah. Yeah. Because if you know someone well enough and it's tricky because a lot of the times people can spiral really, really fast and you didn't even know they were having an issue because they hit it and that's a shame. Yeah. So but it is if there's one thing I hope can come out of this, I hope this can de-stigmatize because I've never understood why the issue of someone taking their own life has a stigma attached to that and this taboo of people not talking about it. I don't understand it. And we need to be able to have open dialogue and discussion about this and mental health issues, the way we talk about any other health issue we've got. Yeah. Normalize mental health. Yes. Anyways, so that's our little spiel about him. Thoughts and prayers go with him and his family and his friends. But anyways, to the review, which is why this video is here because we want to learn more. And this was him at the forefront. And there were other films we could have chose, but this was the most readily available was on Amazon Prime. And so that's where we watched it. It's while investigating the disappearance of a chemist, a detective, uncovers a large conspiracy to unsettle Calcutta. Rick Calcutta. Directed by Say his name, Rick. Directed by Dibbakar Banerjee. Clearly Bengali. Yep. And a starring, also starring Niraj Kabai. Is that how you say it? Yes. Yeah, Niraj Kabai, who we will talk about. Yes. But there's a there's a there's a Mukherjee in there as well. Swastika Mukherjee was in that as well. She's a Bengali actress. So this is 100 percent spoiler review. That's how we like to do things. If you haven't seen it, go watch it and then come back, please. Yeah. So Rick, Rick, initial thoughts. My initial thoughts. I didn't write my quintessential paragraph, but I do have a paragraph's worth of information. My initial thoughts are it's an it's a weird mixture for me. Ultimately, I enjoyed the film. There's some things about it that I thought were stellar. Other things I thought weren't my cup of tea based on the little information I know about the book it came from. But that's just being nitpicky. So one of the things that I was really impressed by the art department and the production design and the direction combined. And I always include we do the cinematography and the lighting design and all of that combined. It was downright Spielbergian. Sometimes it felt like Raiders of the Lost Ark. Which is high level compliment. It's it was very stylized. And I and people do that all in every different industry. It's called like hyper realistic, like stylistic style. Stylistic, that doesn't make any sense. I think they did it in the Robert Downey Junior Sherlock Holmes. You just are fricking lying on the same page with me. Yeah, because obviously this is a Sherlock Holmes type. It's not it's not playing Sherlock Holmes. Sherlock Holmes is a lot more sassy than than this character is. But it's the same type. He's a really good detective who's not actually on the police force that solves stuff like that. But the stylistic of it, I really, really, really, really enjoyed. And I actually really enjoyed this film. I thought it was a really good film. The only thing I think kept it from being a great film was some of the pacing in it. It's I think it could have been sped up just a little bit in certain parts to keep up with the high pace and the intensity of some of the scenes, like especially towards the end, where it got so much better toward the end. And so that's but everything else, the acting in this, there's there's even white great actors. I was going to say, I wrote this down. I wrote, hey, we got a good white guy. Mark Bennington as Wilkie. Thank you, sir, for redeeming the non Indian actors on screen because you did a great job. And apparently we've seen him but we've seen him before as well. He was in Kassari and some some other things. But yeah, he was really, really good. But let's first talk about Su. Su Shant. Say his name. Yeah, Su Shant. Su Shant Singh Rajput. I want to make sure I get his name correct. This is our it's really my first exposure. I barely remember him in P.K. Because that was a year and a half ago. It's it's very vague in my memory. I remember as he was good, but I don't remember much other than that. This, I thought he really, really did really, really well in this character. I 100% believed everything he did. And I thought he has a very not the energy, but also but like some of the like in Lutera and Gully Boy, like a Ranveer quality to him. And I'm not saying he's like Ranveer, but it's like that's the vibe I get sometimes when I'm watching him. And I, you know, how I respect Ranveer as an actor. I think he's a really good actor. He was giving me those same vibes. He says a lot with his face without actually doing very much. Yes. And an underlying an underlying bubbling, almost an underlying kind of rage and maybe too strong of a word. But yeah, and it especially came out in one of my favorite points in the film, which is toward the end when he's got everybody around the table and he's telling them really what's going on. And your copies there going, oh, come on, that's probably my favorite part of the film. Such an amazing scene. When him when him sparring with Niraj. Yes. Oh, my favorite part of the film. But yeah, we'll get to Niraj in a second. But they I thought this entire the entire film, he held it together. I was captivated every single time he was on screen. And he never had a false moment ever. He's a really, really, really good actor. And I'm glad this was our first exposure really to his his career, because I think it's a good exposure, even if the film because the only problem I have like that would like to have with the film, everything else is top notch. I love the score. I love the cinematography. I loved all the actors. It's just the pacing sometimes just didn't keep you as engaged as he wanted it to. And that's really the only downside. It wasn't really anything with Suhan. Every every encounter he had with other characters I saw was really, really good. He. Yeah. And I don't know anything about the actual book at all. That comes from Bengal. And I don't know if he does a Bengali accent correctly either. Or if you do it, if he's doing a Bengali accent, I don't know any of that. From my I are one thing that I found is Bengali is those circular glasses. Yes, sir. Are they specific to Bengal? Because it seems like in every Bengali movie, there's always multiple characters with those circular glasses. Yeah, circular glasses and a persona of being very intelligent and red and literature and art and and cultured is absolutely. Those glasses are like that. And what they didn't carry with another thing is with that is the Satyajit Ray cigarette. Those are quintessential Bengali attributes. Yes, so. So, yeah, he was phenomenal. And it's very sad to see such a talented actor go way before his for his time. But let us know before we get into the rest what we should watch of his next. I know Kaipoche, Aimee Sidoni. There's also one that starts with an S as well that I couldn't find, which is why we didn't watch it. Was it to to to a Sunshiria Sunshiria? I think we just reacted to the trailer not too long ago. But anyways, let us know down below. Now, getting to Niraj. This man, we've seen him in quite a few things, let me tell you. He is one of the best actors India has. Like hands down everything. And it's sad because he's normally and I don't know if maybe this is by design or if it's just he doesn't get the opportunities that a more attractive Ranveer or Shahid Kapoor get as the leading man. But the dude is amazing. He is incredible, especially towards like when I saw he was in it, I was like, I didn't know he was in it. I was like, oh, oh, cool. Good. We like him a lot. And then when he he he was basically the Moriarty in this film for for their Sherlock, right? But towards the end of the film, when him and Sujit or Su Suhan right, are sparring off. Yeah. And he just kept laughing. And it was, oh God, I can't explain the smile on my face the entire time. Then that last what, 20, 25 minutes. And then at the very end, when he was just, you know, shish kabab and people, including his own eye, it was incredible. I love it. Oh, I loved it. But also the man is just so, so fricking talented as an actor. Everything we've seen him in, right? Yes. It's so, so good. Yeah, he's everything we've ever seen. And I didn't know he was in it, obviously, until he appeared on screen. And yes, I the moment that scene started, the way it was directed and Sushant started to talk, I everything changed. Like I was engaged, I like get engaged and pulled in. And I'm like, oh, yeah, this is meat and potatoes time. Let him spar, let him spar. And they just let him go with shot really well. And we've never seen Niraj do anything that wasn't believable. It was fun to see him really, as we've said this before, we said this with SRK and my name is Khan. He flexed his the spianatic muscles in this one. We got to really see some of what this man is capable of. And it is a it's a it's a shame that he isn't a larger name, per se, because I sense that this man has the capacity to really surprise a lot of people with his depth as an actor. Yeah, how long I feel like he's been around a long time. I believe he has been around, but he does he does a lot of work. I don't I don't know for sure. His filmography on on IMDB goes back to just 2012, which doesn't seem correct. But maybe it maybe you just got to if he got maybe it was like a Steve Carell got a late start in his career. Could very well be. But and yeah, back to Sushant. He. It's one of those really frustrating things again. And, you know, having not gotten to know him, it's different. So like when Heath left and when Philip Seymour Hoffman left, those were brutal, not just because they were so tragic and so premature, but because we were so those were some of I mean, your favorite actor and Keith was one of mine. And Philip Seymour Hoffman was one of mine. And it just. The the robbing that took place of what could have been the other roles that could have been. And I can see what other people saw in Sushant. And it is it's just tremendously sad to think that he didn't even begin to get started to show us what he was capable of. Because I think he was without question capable of being. He he carried the film as the main character and did it believably. And it's just it is. There's nothing else to say, but it's just a tragic, tragic loss because I see a really, really talented actor. Yeah, 35 just hit you're not even in your prime. I feel like actors don't hit their prime till they're in like their late thirties to fifties, basically, in terms of if you're like in the industry because you get to start really doing a lot of meaty stuff, especially now with such great television going on. And yeah, so so sad. But also the the I want to talk about the score in this. I thought the score was really, really good and unique in a lot of ways. There was no big songs in it. It wasn't it wasn't anything like that, which is one of the thing I thought it was an attestment to it was very different than anything we've seen out of Bollywood. Yeah, yeah, at all. But I've never seen a film this stylized and this that doesn't have the big Bollywood numbers like that. Or like, if it doesn't have that, it's like a on your cash shop. And it's it's like gritty and realistic. This was obviously very hyper realistic, like the Robert Downey Junior Sherlock Holmes style. And so but I thought the the score was really, really good and really interesting in a lot of places. And so I want to shout out to the composer or did he also do gangs? I did you check the credits. She it's a she since in Sineha. Can Walker. Yeah, she did gangs as well. Oh, wonderful. Yeah. So very really talented composer. But I thought as well, everybody else in the film, I thought all the the females. The the two main ones, the ones that played I'm angry, Debbie. And then the there was one more female. I can't they don't have pictures on this thing. Both did really, really well. Everybody. No, that was Divya Menon, who was Satya Wadi, who turns out to be kind of like a love interest for him. Yes. Yes. Yeah, that's that's Divya Menon. And then obviously Swastika Markerji. Yeah, this was one of the few films where even the supporting characters were all really, really good. And so that's that's actually something that's hard to do. There's usually in most films that we've watched, there's at least some supporting characters that were like, like I said, I don't know if you thought there were other issues. I know the main issue I thought was just the pacing of this. No, they go ahead. No, no, I was just going to say, I think it could have been maybe one forty five, as opposed to two ten, which is what it was. And maybe sped it up and it could have been like a great film. And because that's the main thing, but what it was, there's something else that you thought that was. Yeah, my my only thing, which before I say that, I want to reiterate something I said at the outset, which is I can't speak more highly for Divakar Banerjee, the director and his cinematographer, Nicos Andritzakis and the entire production team and the way they transformed Calcutta to look like World War Two. Yeah. And some of the there were so many shots. Well, in case you guys didn't know this, my favorite director is Steven Spielberg. And there were so many shots that were so reminiscent, not in a copying way, but I would love to talk to Mr. Banerjee and say, please tell me either you've been inspired by Spielberg your whole life or you wanted to replicate the feel of Raiders of the Lost Ark, because it's the same time period. There were some things he did where I had Sanjay Leela Bansali moments of look at that shot. Yeah, so beautiful, over and over again, just beautiful, beautiful. You could sit through this film and not know anything that's going on. You didn't have subtitles on. You don't speak Hindi. And you would just enjoy looking at the costuming and the cinematography and the production design and art direction and the lighting and go, dang, this is really gorgeous. My only my only qualm, and this is me being extraordinarily picky and I don't even have the answer to the question I'm going to pose. I don't know if this does justice to the material from which it comes, because obviously this is coming from a book, a series of books, which is the equivalent I've been told, as you've mentioned, the Indian Sherlock Holmes. And I don't know. Like, for example, I'm glad you brought up the Robert Downey Junior version of Sherlock, because for my tastes, I weigh. And I you may agree with me. I very prefer Benedict Cumberbatch's series to Robert Downey Junior's films. Yeah, I don't think they're bad films, but as far as my personal taste and me feeling like they capture the intelligence of Sherlock Holmes and the the vibe, even though it's contemporized with Sherlock, to me, there's no comparison. And I wonder for those who really understand the the actual the books created by I'm going to butcher his name, but it's Sherry Dindu Bandyopadyav, who created the character in the books. I don't I don't know if there would be people who know that they say, no, it was too stylized. It really didn't get into the detail of the intelligence, because I did feel for a detective who done it slew thing. It wasn't really the ending didn't wasn't mind blowing. I was very entertained. Yeah. But that's my only that's my nitpicky purist. I want to make sure we've done honor to the source material. And I don't even know if it dishonored it in some way. That's my only critique of the film. Yeah. Well, yeah, I thought it was really good to let us know what next a sous chante film we should watch next. I would love to get into him more and learn about his career even more to honor the man. But we just want to reiterate one more time that we are very sorry for the loss for him and his family. And we know there's a lot of you out there, same with that where we're on and with Rishi that are grieving right now. And we hope to bring you some some giggles in this time. Yeah. And and and I also hope that our our lack of connectivity and understanding of Sushant doesn't in any way distance us in some way from what those of you who really were connected to him feel with the loss because this is different for us understandably than it was for, say, Irfan on a personal level. And we're not going to pretend that we care more than we do. And we're not we don't feel it's impersonal to be honest about the fact that we just didn't we didn't know and it's tragic. But really hope that we're able to be honoring to him in a way for those of you who loved him feel like we're doing justice to that and bringing something to light at the very least of letting us continue a conversation. You know, we do talk about social things on the channel, but our primary interest is in artistry. That's why you go over to our personal channels and our personal Instagrams and Twitter for more juicy content. We get a little more personal over there because that's where we feel it's more comfortable to do it. And really, really hope that you guys know that what we always want to bring is our most honest, heartfelt responses to things and that we did our very best to try to honor a man who definitively was gone too soon. And hopefully you guys continue to talk with one another and love one another and not shame each other or anyone else who deals with suicide or suicidal thoughts or mental health problems and reach out and love each other. Yeah, reach out and love each other and be real with your actions, not just your words. I promise you there's more people that you know that have depression and mental health issues than don't. I promise you. And so it's not it's not something that should be taboo. It should be as normal as breathing to talk about this stuff because most most people deal with it.  I think you posted something about them right on your on your Instagrams. Yeah, I did. I had posted. Yeah, post them in the description below for anybody who needs them to see them, just so if just to know, you know, there are place people out there that do want to help.  And in that feed, you slide. There's four or five slides of different hotlines that are connected to Suicide.org all over India, Mumbai, New Delhi, Calcutta. They're all over the place. Love you guys.