Okay, members, welcome to a market wrap for November the 24th. Okay, so we, we booked some profits today. I want to talk about the FAFs, which is the Direction Daily Financial Bull ETF. We booked a profit there of 41, nearly 41.5%, not quite like 41 spot for three, something like that. And we went adding a little bit more aggressively today to the GDXJ. I want to talk about the logic behind both of these trades and what we're looking to do. Because we're not looking for a strategy going out at current one month because we know the probabilities of what's going to happen here. We're going into Christmas season and in all probability we are going to head up higher. Tomorrow being Wednesday, it's going to be a quiet day. They're going to keep this market in check. If there is a sell off, it's going to be on very light volume, Friday an abbreviated day. So it doesn't make much sense to try to short this market aggressively at current. Now I do have shorts on, but there as a hedge against our long positions. And at some point in time, those long positions are going to come off and we are going to be short of the market. Perhaps not net short because it would be long of the gold miners, but that long of the gold miners is as protection against inflationary pressures. So why do we close out the FAS, the financial bull leveraged ETF today? It's up 16% on the week and this is a weekly chart. And you could see that for the third consecutive week, we are trading above the third standard deviation bongeman. Can it move up higher? Sure. But we have resistance on a daily timeframe immediately above at around $55.50 per share. We close out the day at $55.72. So technically that resistance level is slightly above. So let's call it $55.80. So it looks as though we'll probably pop up higher here. Could we break out? Absolutely. Again, this is a bull market. However, we were overweight of the banks. We have rocket mortgage, which finally started coming to life today. We have the FAS, which is pretty overbought on a weekly timeframe at resistance on a daily timeframe. First out, best out. Let's make profits real and we can always buy back in on a pullback. It's at points in time like these when you don't have to sell, when you should be lightening up a little bit. Everything is good. It's pixie dust and cotton candy. When you have that type of a day where nothing is wrong with the market, you need to be looking at the exit door ever so slightly and then do what we did this morning. We had a price target of $48.50 on the GDXJ. And you can see on this daily chart, for those not familiar, GDXJ is the junior minor ETF, gold minor. And we had broken support here on the 23rd. We had a price target of about $48.50. What did they do this morning? They gapped it down below the $48.50 mark. We were buying it with a $47 handle in the pre-market. It closed still down on the day, but well off the lows at $48.10. At one point in time, we were flirting with a recapture of the $48.50 mark. It wasn't to be, but I think that we're very close to the lows here on the GDXJ. Take note of your stokes. Very oversold. We haven't been this oversold on stokes since back in March. That was at the low of the COVID sell-off. Then look at the subsequent rally thereafter. So it's always darkest before the dawn. And that's why I like to take advantage of these gaps down. Not for the sake of the fact that it's gapping down. It has to play into a logic. What is the logic? The logic is this, is that why would the gold miners rally? Well, inflationary concerns, right? So when you take a look at oil, oil is up over four and a third percent today alone on the month. And it looks like it's going higher on the month. This is the USO on the month. We are up 22% on oil prices. And guess what? They're going higher. If this is an inflation, I don't know what is granted. Yes. The Federal Reserve likes to take out food and energy out of their inflation numbers because it suits them and they'll throw them back in when it suits them. But the reality is, is that we have inflation that is bubbling up. And as this economy begins to reopen, you're going to see inflation come out of the Genie's bottle and there's no putting it back in for a long, long time. Why else are we buying the miners? Simply take a look at the US dollar. We spoke about this last night. Let's go to my saved annotated chart. There we go. So the dollar yesterday had a reversal bar. It closed up on the day. Resistance to 25. It couldn't close above it. But it was a good day. Was volume wonderful? No. But it was a good day nonetheless. And one would think that if the dollar was healthy on a bullish reversal day that we would get a file through day to the upside. It wasn't to be. What happened today? Inside day. No new high, no new low. Maybe it's retesting support for all I know. But I think that the dollar is about to break. Take a note of your RSI here. Lower highs, lower lows. Stochastics, lower highs, lower lows. I think that we are breaking here in the very short term. What do you want to be long of in an environment where the dollar is breaking down to multi-month, multi-year lows? You want to be long of gold. You want to be long of silver. Weekly chart. Look at this bearish reversal bar. At current, we are down on the week below. Pretty solid support. What was support is now resistance. We have been rejected this week. This is why we are rebuilding our gold mining trade, which closed a vast amount out of several weeks ago. And now we are rebuilding in anticipation of a dollar break and more inflationary pressures. Why is gold been down of late? It's because there's been looming lockdowns, deflationary concerns. Those deflationary concerns will now abate. So, folks, while the GDXJ is not a handsome-looking chart, just keep in mind that it has historically, not of late, but historically, an inverse correlation to the U.S. dollar, as does gold, as does silver. And I think that we are very, very close to seeing a bottom in gold and silver prices, as well as the miners. I've beaten this to death long enough. Last chart as it pertains to the gold miners and why we are rebuilding that trade. Take a look at the chips. They've been in inflation-protected securities. They've been in a very, very tight consolidation. They haven't done much of late, but the chips are poised for a major, major breakout. Any breakout above 126.54 marks a new all-time high, and we close out the day at 125.76. So, the historic correlation between the chips and the gold is pretty lock-stepped. So, what we're doing is we're front-running inflation, and that's the game plan. Let's move on to the rest of the charts. Bonds, TLT, 20-year bond ETF down day. Yields rose, bonds pulled back. Volume declined, but a pretty bearish day. Let's see whether or not this 20-period moving average holds here, but certainly under threat. The Dow Jones Transportation Index up over 2.3% new all-time highs on volume, no less. Nothing to sneeze about. Stokes hooking up higher yet again. I think we're going higher. I could be doom and gloom as much as I want. The charts are saying, you're too early to get in that short this market. Okay, Dow Jones Industrial Average. We broke out today, up 1.5%. Volume, very good, above average. Who am I to argue? We're probably going higher, and we closed above 30,000. Now, I did call. So I was wrong. Technically, I was wrong. I did call for Dow Jones 30,000 by election day, I said. I think it was election day. And I was off slightly, but we did get it within 2020. So what might happen here, before we move up higher on the Dow, is that take note of RSI. We may get a pullback here, a retest of the breakout point. I'm still worried about these stokes. Are they sending us a signal? Are their shoulders set up forming here? I don't know. I'm not ready to take that off the table yet, but this will probably get negated. However, the market sends us signals.  S&P 500 at it. Higher high today, one spot, 6%. Indicators look strong. Volume, horrible, horrible. Very light volume today. Not what you want to see. Daily breakout. RSI looks strong. Stokes look strong. Good looking chart. But volume, horrible. Volume today on a breakout was less than yesterday's horrible volume. So, warning flag on the track here. The candlesticks look great. The however is, volume. IWM, daily chart. A good respectable update. And it did so on volume. A wee bit of a fade on the day off the highs, but nothing to write home about. Do I think there'll be a pause here? Yes. Based upon what? Not so much the daily chart, more so based upon the weekly chart. Very extended here. The third consecutive week, trading above the two standard deviation Bollinger Band and flirting with the three standard deviation Bollinger Band. So, this is not going to last much longer. We're going to get a reaction. This is a very complacent market, folks. The banks, we already went over the FAS. I'm not going to spend too much time here. This is the XLFF up over 3.5%. We can go higher here, especially if yields move up higher again. Volume, not wonderful. XLK, very close to a breakout. This is technology. Here's the concern I have. And it's the same setup, except not as mature yet as the cues. Let's take the cues. Let's bring them over here. Next to the XLY, we're going to toggle back and forth. Here are the cues. Let's take our crayon out and draw some annotations here and illustrate. We have lower highs on our stokes. Let's say that we are flirting with support at current on the stokes. We need to hook up. The same could have been said about the XLY a day or so ago, because while the XLY was up over 1.3% on the day and closed near the highs of the day, look at your stokes. They made lower lows and they have broken down. The stokes are in a downtrend on the XLK. Is this a reason to go selling your technology shares right here right now? No, it's time to tighten up stops. I think the path of least resistance, given the market conditions, remains higher. But you start seeing these stokes trade down below this 50 mark warning flag on the track. Volume today, think about this. Look at this volume. About half of what the moving average is. Yet we were up to spot 39% on the day. Creepy. Consumer discretionary. This is a weekly chart. Let's go to a daily chart. Breakout today. No closing high. The indicators look good. Volume horrible. So we're seeing a theme develop here excluding the small caps. Energy. Daily timeframe. Monster. We are still long of ExxonMobil, volume is still outstanding. I'm not ready to sell yet. I think there's more upside to go here. I was more concerned last week than I am right now. LABU. We had a conversation about this earlier. About LABU and whether or not there should be rotation out of it. One could argue that you know, yeah, today was a bearish reversal day. The argument was not an argument. It was a conversation about whether or not to get out LABU long. It's not that I'm long of it. But then get short. No, I wouldn't do that. Yeah, past couple of days for those not familiar, LABU is the biotech ETF, leverage ETF. A down day today and underperform the market. Certainly not a short candidate. So I would strongly dissuade anybody from shorting it at current. But you are seeing some concerns here. Lower highs. And a breakdown here on stock RSI. Light volume today was just that light. So while I wouldn't go buying more here, I would not go shorting it. Just tighten up stops. Gold. We already spoke about this. I'm not going to spend too much time. This is the GLD. Let's just talk about the spot price. 1800 is or should be firm support. I think that we are at or near the lows on gold. More to come on this. I don't want to belabor that topic anymore. Uranium, the URA, which we are long of and it broke out today up over 3% on the day. I think that we are going higher. Look at this volume. Unlike the equity sector, meaning cues, large caps, uranium outstanding volume. Moving up higher, we're going to remain long. Rocket mortgage daily chart up 2.5% finally caught a bid. But still, no respect here. It still couldn't close at the highs of the day. I don't like the fact that stokes are down below 50. Makes sense. Stokes are down below 50. What happened? Rally faded. So we'll remain long. I'm not adding more right now. Facebook. We saw a breakout on this trade today. The only caveat I'll give you with this trade is that while we closed up over 3%, these stokes are weak. This needs to get resolved. So we may get backing and filling here. I will not add until we get a pullback and retest of support and these stokes must flatten out, hook back up. I love the RSI. Closed back above 50 mark. Good stuff. Volume anemic. U.S. Steel. New trade. We went short of U.S. Steel. Why? It is trading above, well above, extremely, extremely above. 3rd standard deviation Bollinger ban. Can it go higher? Yes. We're eyeballing $14.50 to $15 per share as a target to put an advanced order out to add more to our short trade. I believe they caught an upgrade today.  Volume was very good. So I can't blame it on shorts. There was obviously some institutions in here as well. But this will correct. This will come in. I'm not betting on a crash. I'm betting on a correction. Brief one. First out, best out. Book those profits. Ideally, hopefully. God willing. A profit. And we move to the sidelines. Cal main foods, daily chart, bullish reversal day today. Up over a percent. Volume about average. I'm not ready to go buying more here. It's developing perhaps soon. Not quite yet. Exxon mobile. Closed. One penny shy of $42 per share. That would mean it's $41.99. Genius, Bob. So a great day. Up over 6.5% on the day. We do have resistance above at around 43.27. I may look to book some profits up there assuming that we do get up that high and then look for a reaction to the downside to go buying those shares back. Gold money. XAUMF. Good day today. Gold was down. Gold money was up. Over 1.75%. I wouldn't go adding more here. We're still trading down below. Multiple moving averages. Stokes are still weak. I think this is simply a watch. Volume was good. And with that folks, I'm going to say everybody have a great night. I'll talk to you tomorrow morning on swing trading today. Till then, be well.


So ladies and gentlemen, let's start right away and this second session on health is Entitled global governance and public health And let me just say as an introduction that issues of governance of health and governance for health have become particularly prominent on the international agenda with the COVID pandemic and not least of course because of the increasing geopolitical dimension of global health New challenges have emerged around the vaccine nationalism vaccine and mask diplomacy access to supply chains and intellectual property waivers and as the pandemic progressed health moved from being a sort of soft power agenda to becoming a critical Economic and security issue and took up large parts of the deliberations of regional summits Like the European Council the G20 the G7 the World Trade Organization Organization No meeting of G7 G20 or European Council in the last two years wasn't Including or having as a dominant component the issue of health the independent panel on Pandemic preparedness and response of which both Anders Nordstrom and myself were were part In our report in May 2021 We had come up with a number of recommendations and within in those recommendations one was about governance and Suggesting that in order to for the world to be better prepared for the future. We need to elevate the level of leadership to prepare in response to global health threats and one of the suggestions that the panel Put forward was the establishment of what we call a global health threats Council if you wish some sort like a security council for for health threats Something similar to what had been negotiated on in the nuclear field after the Chernobyl Catastrophe to ensure accountable and Multisectoral action in the future. We also discussed the to strengthen and WHO in its independence and capacity to React to to an emergency several of the recommendations of this panel were overlapping with recommendations from other groups such as the G20 high-level group on Pandemic Finance and the so-called Monty Commission in in Europe so where are we today with these discussions and Negotiations well first Negotiations have now started in Geneva at multilateral level on Revising the so-called international health care health regulations and on a new pandemic a new binding pandemic treaty Following a resolution of the World Health Assembly in November last year Second the US together with a number of other countries and the World Bank Have called on the establishment and have actually launched a new pandemic financing facility On the way for which there are pros and cons maybe we'll discuss that later and third The General Assembly of the UN has called on a special session of the UN General Assembly on Pandemic preparedness and response which will be held in 2023 and if you remember it was the first special session high-level session of the UN General Assembly in 2001 on HIV AIDS that really was the turning point mobilizing the world against the AIDS pandemic and also a special session of the UN General Assembly on Ebola in 2014 that brought the issue at the highest level of Public and political awareness, so we're looking forward to very much to the ongoing Negotiations now already of a political resolution at that special session of the UN but also as we Work now at global level And most importantly, I believe structural institutional and political changes are occurring at regional level and As we heard from Juliette during the the pandemic the African Union behind United somehow behind President Ramaphosa and Continental plan to to procure vaccines and pandemic goods We saw the emergence of a remarkable African CDC that took leadership at both continental and and global levels and the EU created an African Regulatory agency for medicines on the model of the FDA or the EMA, so let us now discuss These issues at global and regional level and we have a great panel today with Anders Nordstrom ambassador for global health from Sweden Who may also maybe say a word about the forthcoming Swedish presidency of the of the Union Dr. Aruka Sakamoto Senior fellow at the National Graduate Institute for Policy Studies in Tokyo who is online Good morning, Aruka, and thank you for being again with us Dr. Farida Alhosani, who is the spokesperson on health from UAE Lionel Zinsu co-chair of Southbridge chair of Teranova and former prime minister of Benin and finally Jacques Biot former president of Ecole Polytechnique in France Whom I have asked somehow to provide a perspective from I call him an informed Outsider at the at the end of our discussion. So let's start right away and maybe with you Anders. Thank you Oh, thank you. I'm delighted to be here today Let me just look back somebody was asking whether we are better prepared today Then what we were in the past in 2006. I was the acting director general then for the World Health Organization I was at the g8 meeting in St. Petersburg No one knew of course who I was but president Bush took me to the Chinese president During the coffee break and told him you better tell this man the health man if you have an outbreak of a disease This was in 2006 Are we more prepared better prepared today the panel the previous panel came up with a one-year report called Transforming or tinkering and the answering was that the world is still tinkering. I Would like to say a few words about the lessons what we have learned in terms of governance in different dimensions global governance regional governance governance across Sectors and across both private and public partners Then a few words as Michelle said about the Regalization and what that means in terms of what we still need to do at the global level and then finally a few words as again Michelle was indicating what is happening right now in terms of global processes and how can we Collectively make sure that those are successful and more successful than in the past So if we look back at the lessons to start with again as Michelle and the previous panel was saying the world was warned And the way that we had to measure whether the world was prepared did not work if we look at the graph Countries with the highest scores did the worst had the highest numbers of deaths So the way that the world had listened to previous reports suggestions We reviewed 16 previous commissions and panels and the recommendations had been made but the world had not taken action First lesson this time we need to take action Second was and again as was indicated here before that the international alarm system the surveillance system did not work effectively enough China reported 48 hours after the when they should have reported according to the international regulation It should be done in 24 hours so 48 instead of 24 But that was not the big problem The big problem was then three weeks later when WS shows director general had the advice for the committee to come in and to advise They did not agree took another week before the director general said here We have a public health emergence of international concern 30s of January But now we have the big problem the world did not understand what that meant So the international alarm system did not work 30s of January then we lost another six weeks Before he used the word pandemic on the 10th of May 10th of March then the world reacts and at that time We had lost basically and most importantly the whole month of February So the international system is not about just alarming and empowering double-edged to do that But it's a way that the international we basically understand what that alarm system means Third we did 28 country studies looking at some of the best countries and some of the worst countries And I'm not going to go into this. This is published in international literature But this is about governance And if we look that some of the best performing countries bespoke about four C's and that had to do with good governance at the national level In between different ministries, but also working across private and public working with communities I would say South Korea was possibly one of the best examples of having an early aggressive containment strategy and then you had governments where we Classified them as the four D's that they evaluated created distrust among people And I don't think I need to name the countries that did the worst that basically devaluated the whole The whole challenge the fourth lessons was again what has been discussed here That was about diagnostics and vaccines and the genetic sequence was chaired and on the 10th of January rep It's never been done so quickly before it was published in an international journey And we have not have a vaccine being developed so quickly, but not just one but a number of vaccines So that was a big success so a lot of lessons But the big failure was of course the access to the vaccines and not just from an equity perspective But from an effective public health perspective Did we use the vaccines and diagnostic in the most effective way to stop the pandemic as quickly as possible? The simple answer is no next time we need to do better not just get the vaccines the volumes But using them in a more effective way to be able to stop the pandemic quicker. So those are some of the lessons Second dimension to this is also what has happened here is that we have a much stronger regionalization I would say politically generally but also of help When I was the head of the double a show country office during the able-out break in Sierra Leone The African CDC did not exist when I left in 2017 today. It's a power The African Union what we have seen happening here during just the last years is a totally different situation As Michelle said from the European side the European Commission presented now a new strategy for global health I was there in Brussels and when Sweden takes on the presidency for the European Union With the European Council next year. We will also ensure that there is political support For a new strategy a new direction for global health But with stronger regions and it's not just in African Europe is also here in the Middle East is in Asia What does it mean in terms of global actions global responsibilities because that agenda needs to change? I don't think we need a global platform for vaccines in the future Well, we need stronger regional platforms, but we still need global cooperation sharing information data But also ways of working the management to flow of then access to products So we need to rethink the global functions based on that we have stronger regions today Are we ready? No, we are not ready as I said and Michelle you were saying that they are two major sort of processes happening now One sets of processes in Geneva a new treaty and in New York a potential then political agreement Both of those are extremely difficult and cumbersome. It's going too slow the political environment right now It's not the best we need all support from you From people across the world from both private and public saying that we need Certain political decisions. We need certain rules. We need to empower the HHO to share information quickly We need ways of engaging across private and public to be able to have access to resources and tools more rapidly in the future so we need both the rules that are basically negotiated in Geneva and We need also the political commitment that is our hope that we will have from this meeting in New York Two critical things to this those agendas one is about this platform to access to what we call the medical countermeasures The vaccines the diagnostics, etc. And then the financing of that and the second one is then the suggestion from the panel of also establishing some sort of platform with senior leaders From both potentially both private and public to be able to be the sounding board to problem solve if something like this is happening So we don't have the very bad situation where we had at the beginning of the pandemic when the US and China couldn't agree on Anything basically so the need for a platform where we can work across regions and sectors Let me finish that just by just to say that this pandemic is Still not just about the virus. It's not only about getting the vaccines this pandemic as again Michelle was saying initially has been about Economies it's been people losing their jobs. It's been about children not having access to school And we have not seen the impact of this jet So for the future we need to think about that we have Countries systems commitments at all levels national regional globally That is not only focusing making sure we get the vaccines But that we have national system international system that can also deal with those broader challenges Because that is what we've seen and I can't help saying then something at the end that might be a bit surprising because somebody was mentioning nutrition One of the critical factors whether you were successful or whether you had a number of you lost a number of lives was actually The rate of obesity's if you look at the US the most important factor whether you were at high risk was obesity So if you speak now about climate and what we need to do in terms of changing our food system It's about climate which is also about health and the biggest epidemic we have in the world today is actually obesity's and That is all in some way should trigger thinking that this is more than just a virus. Thank you Thank you, excellent so let's Thank you Anders for setting the scene And maybe I'll first turn to you, you know Because Africa has obviously come as one of the regions that despite its diversity and Really came together in an amazing way in response to the pandemic and could you elaborate on that and share a few thoughts on Whether global governance will be regional governance still has to be global in the future and Could be about health, but why not about all other issues that we deal with here at the WPC Merci monsieur le Président, vous m'autorisez à parler en français, mais bien sûr Merci alors en fait vous m'avez demandé de me dédoubler et de ne pas être que moi-même dans ce panel et vous avez tout à fait raison parce que un de mes collègues qui était très attaché à être présent aujourd'hui Michel Sidibé ancien ministre de la santé de la République du Mali mais surtout très marquant responsable patron Donucida Ne pouvait pas être là physiquement mais voulait être là Intellectuellement et donc il m'a demandé de partager quelques messages qui vont tout à fait dans le même sens que ce que notre excellent collègue vient de dire l'Union africaine a été complètement différente en 2020-2021 de ce qu'on pouvait penser et de ce qu'elle avait été au paravant et est un exemple assez remarquable d'une réponse rapide et assez prometteuse alors Michel Sidibé me demande de vous dire que la situation est très préoccupante au sens où nous ne sommes absolument pas prêts pour les évolutions et en même temps assez prometteuse au sens où il y a eu beaucoup d'innovation notamment de gouvernance dans la période actuelle qui vient de prévaloir pendant trois ans il me demande d'attirer votre attention sur un certain nombre de chiffres symboliques mais mais quand même assez éclairant l'Afrique n'est rien en matière de production de distribution d'administration de capacité d'accès au médicament au traitement et aux équipements je fais quand même beaucoup c'est-à-dire que même si la l'utilisation des vaccins en afrique est devenue importante 1% de ces vaccins sont produits par l'Afrique elle-même même si il y a un développement important récent des traitements et de la consommation du médicament 95% des consommations de médicaments sont importés sur le continent africain c'est évidemment un record en revanche là où il y a des sujets proches du crime organisé d'après l'OMS 40% des volumes de faux médicaments dans le monde concernent le continent africain et on a clairement donc un système de santé publique mais qui n'est pas simplement l'administration des soins qui est la prévention qui est la répartition pharmaceutique l'accès au médicament qui est l'équipement qui est et reste profondément défaillant c'est une idée le marché pharmaceutique mondial dans les chiffres de Michel est de l'ordre de 1,4 trillion de dollars 1400 milliards de dollars le marché médicament d'industrie pharmaceutique en Afrique est un peu inférieur à un milliard de dollars on est très en dessous d'un millième pour un continent de même 18% de la population du monde donc on est véritablement devant des chiffres qui indiquent une situation extrêmement préoccupante et pourtant quels sont les éléments prometteurs ils sont précisément de l'évolution de la gouvernance il est vrai qu'on avait la chance d'avoir en 2020 comme président de l'Union africaine le président du pays le plus avancé quel que soit les paramètres d'équipement, d'accès aux soins de laboratoire de répartition pharmaceutique et il est vrai que indépendamment de la gouvernance de santé publique et donc une réponse rapide il y a eu aussi dans le domaine de la dette il y a eu aussi dans le domaine des conséquences économiques de la pandémie des réponses également rapides Michel Sidibé est chargé de créer l'agence africaine des médicaments qui va être un progrès très important aujourd'hui sur 55 pays membres de l'Union africaine 2 sont considérés comme ayant des agences nationales du médicament qui soit de niveau international il y a un classement de l'OMS 2, celle de l'Egypte du Sud sont au sommet des qualifications ça laisse 53 pays qui sont en-dessas de ce niveau de créer cette agence et il est envoyé spécial de l'Union africaine pour la créer et très significative elle sera akigali avec un support politique important ça sera une façon de prolonger qui a été saluée je crois par vous qui a été saluée dans le panel précédent comme étant une institution qui a permis d'harmoniser beaucoup de choses en Afrique très très vite pendant la pandémie en 2020 ça ira aussi dans le sens des plateformes numériques qui ont été mis au point extraordinairement vite avec le secteur privé à l'initiative de l'Union africaine et qui ont permis d'importer tout ce qu'on pouvait importer à des prix très bas parce que c'était des plateformes numériques permettant d'avoir une vision complète des prix en s'affranchissant des lourdeurs des marchés publiques et en ayant des marchés continentaux et non pas des marchés par pays et en ayant un mécanisme automatique de paiement financé par Afrique Simbanque c'est-à-dire un dispositif d'une efficacité incroyable efficacité incroyable sauf que ce qui était incroyable c'est qu'il n'y avait pas dans beaucoup de domaines notamment de la vaccination d'offres disponibles c'était différent pour les équipements les respirateurs les masques etc mais pour les vaccins on a eu quelque chose qui imagine l'objet du traité sur la pandémie un protectionnisme incroyable et l'Afrique a été la grande victime d'une non-accès en réalité aux vaccins mais du point de vue de la gouvernance et de l'efficience on a eu une réponse très complète et tout de même extrêmement rapide parce qu'elle était opérationnelle à l'automne de 2020 je n'ai rien à ajouter à ces deux constats c'est très préoccupant c'est la vaccination et plus que l'institution de passage à l'acte si ce n'est que il faut souligner que le secteur privé vous avez évoqué l'idée qu'il y aurait de la coproduction de la gouvernance avec le secteur privé ou le secteur disons associatif des grandes fondations ou la capacité de réaction du fond mondial qui a inscrit le Covid très rapidement donc à côté des autres une grande pandémie c'est aussi tout un secteur très important et juste un témoignage comme banquier d'affaires, comme financier aujourd'hui évidemment il y a une mobilisation importante de fonds et le secteur privé réagit avec des perspectives d'investissement très significatives dans l'ensemble du health care de la santé publique et évidemment sur les vaccins mais là encore nous nous travaillons par exemple avec la fondation Bill and Melinda Gates parce qu'il nous faut des moyens d'ensements financiers de cils monnaies et avec la fondation Gates on est en train de les déployer pour créer un tissu de PME des cliniques aux répartiteurs de pharmacies il y a dans le secteur privé beaucoup de ressources sauf les ressources financières sauf les ressources en capital et aujourd'hui c'est un compartiment important du développement financier le secteur privé existe merci merci beaucoup j'aimerais dire ici que les évaluations financiers du G20 et de notre panel indépendant sont que pour la préparation au pandémie les besoins seraient de l'ordre de 15 milliards par an avec la possibilité d'avoir une sorte de réserve immédiatement mobilisable de 50 à 100 milliards je vais pas rentrer dans les détails mais ces sommes sont évidemment comme vous l'avez souligné sans comparaison avec les 22 milliards de milliards du coup estimé de la pandémie sur les années 2020 2025 nous avons parlé de Anders mentionné la présidence de l'Union européenne l'année prochaine c'est aussi l'année où Japan hostera le G7 et bien sûr les pandémies sont très bas sur l'agenda G7 pour les dernières années peut-être que Aroca, peut-il me turner à vous maintenant merci oui, salut tout le monde merci beaucoup pour me donner cette opportunité aujourd'hui, j'aimerais avoir un perspective de sécurité pour la santé globale pour les mesures médicales la pandémie est 3 ans et l'impact socio-economic a été si significatif que la crise publique de la pandémie globale leade à la sécurité nationale alors que les interventions non-pharmaceuticales sont essentielles les changements sont les mesures médicales ou MGM en même temps les mesures médicales ont été claires donc en général considering the value chain of MGMs the flow can be divided into the three part the upstream, midstream and downstream part the upstream part is a surveillance or intelligence function which is to quickly grasp the information and the event of some infectious disease outbreak the midstream correspond to actual research and development and the final downstream part involves clinical trials, regulatory approval manufacturing procurement and allocation of the MGMs the important point is that such an MGM value chain cannot be completed in a single country in the past the semiconductor industry has shifted from a vertically integrated model and which a single major company was responsible for the entire value chain to a horizontal division of labor in which the pharmaceutical industry is also shifting from a vertically integrated model to a horizontal division of labor in which each process is divided into separate companies and organizations the horizontal division of labor was also the mainstream in the vaccine production during the COVID-19 and then this type of production structure will continue to be the mainstream for rapid vaccine R&D in the future at the same time it is very important how to establish and diversify a value chain system that can be completed among like-minded companies as I said previously that MGM value chain cannot be completed in any one country in particular since access to the vaccine isn't marked as that directly affects the lives of its own citizens it is very important security matter for any country and geopolitical risks should be reduced as much as possible when securing MGMs for their own citizens so for example currently the low material for all kinds of medicines are mainly dependent on China and India in other words it is presently quite challenging to complete in any pharmaceutical value chain without China and India it will become more important complete a diversified supply chain taking into account the cost and environment impact also in addition to the security perspective and the case of a pandemic on the scale of COVID-19 there is an issue of how to prepare the capacity to manufacture vaccines for the entire population on the global scale local production of COVID-19 vaccines took place outside of western countries mainly in the African and Asian countries without the manufacturing capacity of these countries it would not have been possible to rapidly manufacture and distribute as many vaccines worldwide as it did for the COVID-19 and technological transfer is critical during the global pandemic on the other hand technological transfer to low and middle income country is not always easy mainly due to the intellectual property rights in the past even if western countries develop new pharmaceutical the transfer of technology to low and middle income country was limited because they had been a strong stance for protection of intellectual property rights and then there was an absolute gap and access to pharmaceuticals between high income and low and middle income countries this time of COVID-19 China has rewritten the power structure actively providing the COVID-19 vaccine to countries that traditionally would not have had access to western medicine due to price issues by offering home ground vaccines at a lower price and actively transfer technologies so in the field of pharmaceuticals which is a major industry for many countries there is a desire to continue to protect the industries with the intellectual property rights but there also moves to restrain rulemaking by China and the sphere so how to handle IP and technology transfer especially in times of emergency will continue to be an important issue to be considered so in the wake of the COVID-19 pandemic there is a trend toward shifting coordination body from the global level so the status of each region was already introduced by the other panelists but in the earlier pandemic control including R&D for new medical counter measures is expected to be controlled jointly at the regional level so regarding the regional level but it should be noted here that in Asia where Japan is located is a complicated region to establish a single regional body so for example the WHO has a six regional office but Asia is an only region where the WHO has a two regional office because of the historical and political reasons also Asia includes larger countries in terms of population size and economies such as Japan, China, Korea, Australia and India as well as in smaller countries smaller populations such as island nations so while we generally have the coordination by the regional body or at the regional level how to unite Asia in terms of the pandemic control will be a major issue in the future so the G7 presidency in the UK focus on R&D for the medical counter measures and the Germany G7 focus on the intelligence and human resource for pandemic preparedness so the G7 in Japan which will start soon is expected to focus on the global health governance including the promotion of regional bodies and pharmaceutical R&D innovations based on the discussion in the UK and Germany also the full agenda is not yet known the G7 summit will be held in Hiroshima and the G7 health ministers meeting will be in Nagasaki for cities experience in the public health crisis is a different sense than infectious diseases namely the health hazards caused by the atomic bombs and both are symbol cities of the peace so I hope that the Japanese government will actively lead the discussion in Hiroshima and Nagasaki the cities of the peace on how we should confront the global health challenge that continue to threaten our lives based on our lessons from the COVID-19 thank you very much for your attention thank you thank you very much Haruka for these perspectives and also giving us already a flavor of the forthcoming G7 can I now Dr. Farida turn to you with a perspective from the Emirates and the region thank you it's really a very interesting and very important discussion that we have regarding the global governance and being more prepared to pandemics I think that there is a lot to be done there are six main priority areas that we need to focus on starting from the leadership commitment and I see that the global conversation to revise the governance structure is really going on but it is slower compared to the risk of having a new global pandemic which is existing to all to all of us at the global level but also at the regional level I think the region is very unique in terms of the structure we have a wide disparity of economics we have major insecurity and political instability in certain areas of our region that really increase the risk of outbreaks and also increase the risk of any future pandemics so in terms of leadership commitment I see that COVID-19 pandemic was a very interesting listen to the political leadership across the world because of the huge impact to not only to the health but also to the economics and to the political systems across the world however we need also to realize that some of the challenges that we faced are really constraints for the global community to work together in collaborative approach we could see for example nationalism towards vaccines which prevented us from good access to different vaccinations so in terms of the global governance systems we need to think of what are the priorities that we need to focus on and the having strong healthcare systems is one of the critical issues we know and we understand that there are fragile healthcare systems in certain countries in certain regions but we cannot really afford those systems to affect the global health security in terms of emerging new diseases so we need to work together to strengthen those healthcare systems in the minimum requirements in terms of the disease surveillance in terms of the access to care and in terms of the vaccination I think my colleagues covered vaccination very comprehensively I would like to add to that the access to immunotherapies and this have been really a game-changing during COVID-19 however we could see that immunotherapies are not affordable because of the high pricing that have been really an issue to many countries so it was limited to certain countries who can afford it so I think thinking about the global governance and preparedness immunotherapies should be really part of the priority areas for the discussions in addition to vaccinations because they are easier in terms of the manufacturing and faster in terms of mobilization and effectiveness for the high risk affected groups so immunotherapies really are very important part of the discussion I think also talking about innovation and research is very important because we need to not stop in terms of accelerating research time was critical during COVID and our governance in terms of the research approvals and prioritizations are really very slow that are not matching the need the global need so we need to talk collectively on how best we can revise the governance systems and revise our research regulations to accelerate research and to align our research priorities to the risks that we have in terms of the global health security to the world the last point that I would like to cover is related to surveillance and I believe that we have really historically been working closely at international government to define the surveillance requirements across the globe however I think our surveillance needs to be revised in terms of being more comprehensive we had a lot many disease based surveillance systems that are really defined well at the global community but it's not covering all the risks that we have so we need to do a risk assessment in terms of what are the potential risks in terms of the future pandemics and what how we can enhance our surveillance systems to be more comprehensive more integrated and more adaptive to the new technologies to support our preparedness in the future thank you and thank you for bringing the issue of research we are talking of regionalization and decentralization of manufacturing capacity but obviously research is an essential component can I now turn to you Jacques for a few thoughts again as I said from an informed outsider if you allow me to call you that way thank you Mr Chairman thank you for the invitation and just a caveat to state the fact that views expressed here on my own and not involving any organization with which I collaborate just a few excerpts from my daily medical literature review over the last few weeks two weeks ago the FDA approved the most expensive drug ever 3.5 million per patient to treat hemophilia B a very rare disorder and which affects just a few patients at the same time almost at the same time in the wake of COP 27 230 medical journals published in the editorial calling for urgent action urgent climate action in the interest of healthcare pointing out the terrible increase in the burden of disease induced by global heating mostly in poor countries and the Lancet added a comment stating that many countries still provide societies to fossil energy which are potentially higher than the health budget so we see that governance may be improved and finally there was a flurry of articles criticizing culminating with very good article dating back to February this year by Jean-Pizanie Ferri and the Bruegel team and the title is explicit it says health governance forensic analysis so is governance really dead I think it is not I'm not going into the history of WHO creation back in 1948 the declaration of Altma Attab back in 1978 then Astana declaration in 2018 calling for the rollout of universal health coverage in line with sustainable development goals but I do think that although WHO has been criticized mostly for political reasons it did a good job with a mix the globalization did a good job because it really took millions of people out of poverty and improved the health care system the health care, sorry so I think criticism is certainly in excess also there are a number of levels for additional governance the regulatory governance works very well agencies collaborate and we've seen a lot of people who have come to the conclusion they have been to approve new vaccines there is a level of international governance which has an influence of health care and which is heavily criticized which pertains to intellectual property and which has to do with sovereignty with science with scientific policy with economic policy and then we all know that all countries do try to have a governance of the health system with very varied means but which all resolve to cost containment there are other angles of governance moral or intellectual scientific societies doing a very good job in their discipline to kind of disseminate good practice based on science but by definition they have no mandate to propose to prioritize between various disciplines stock markets exercise the governance on health product and technology manufacturers but they have an obvious bias which is shareholders interests and finally we have philanthropic and humanitarians humanitarians on the terren who too often have to establish a governance of their own because they really have to do a triage between immediate cons so how to improve the edifice well my plea is that before thinking of structure we need to really agree on metrics because it's very difficult to measure health care actually once you've gone out from mortality it's very difficult then I would really encourage institutions to agree on objectives and to submit those objectives to democratic criticism and debate because it always ends up in allocating two scarce resources and so the need for the population to accept this is very important I would certainly advise to governance to relinquish the power in health care to health professionals because my 30 years experience actually with health care is that it's much easier to turn a doctor to teach a doctor in economics or mathematics or management than to take a lay person kind of an administrative or business person and teach the medicine so and very often the power in countries in terms of managing budgets is far too much in the hands of the administration and not enough in the hands of the physicians and as mentioned I'm not a physician but I love the physicians so my prescriptions in summary to kind of keep time in line once again work on metrics I mean really measuring health is a difficult issue and reinforce epidemiology I think epidemiology is a science at the level of mathematics and medicine and it's essential to really understand and propose the appropriate metrics educate the population I think this was mentioned in the previous panel and because the choices are so difficult we need to educate the population turn the power to health professionals and finally I would definitely advocate for decentralization so we can turn the power in as much as possible to local players because they often know better than the people who are in the offices in the central offices thank you for your attention thank you very much thank you Jacques so now I must confess I have a problem because we started this session 10-15 minutes late and I'm told that we have to stick and therefore we have no time unfortunately for discussion apologies because I was looking forward to a discussion so with apologies please let me just give a very short conclusion from what I've heard in the previous and in this session one the world is not better prepared today in December 2022 to face a new pandemic as compared or hardly better prepared than it was in 2020 second a number of processes have started many of these processes including the negotiation of a treaty the negotiation of a new global health strategy in Europe the negotiation of a political resolution at the UN General Assembly are slow cumbersome as Anders said and yet as many of you have said including Lionel when it comes to some of the regional innovations these processes are opening new encouraging perspectives third there are two key issues in global health and preparedness pandemic preparedness and response that we still not have clarity on one is governance and the second is the financing and clearly the international financing facility as it called that was recently established is far from being where we would like it to be and my last point is that I hope that as a public of the world policy conference you realize that health is not just anymore about health health is of course on the health agenda but it is on the development agenda it's on the global security agenda it's on the economic agenda it's on the social justice agenda and as we heard from Christian and the one health issue is it's on the agenda of all of the interrelated crisis in which to which the world is currently confronted so with that please join me in thanking our panelists for this session I like to comment in terms of matrix


Thank you for calling Dollar Story, presented by Office of Children's Services, San Francisco Public Library. Kwanzaa is. Kwanzaa is a holiday, but unlike most does not convey a religious observation, nor does it celebrate our nation. And though our nation gave a birth, it celebrates the cultural work of a darker continent and the people that were sent. People of a darker hue, people much like me and you, people whose great history has been cloaked in mystery. So Kwanzaa is the time and place to reflect and retrace the history missing from the books, a time for taking second looks. Kwanzaa is the poor libation, spilled in reverent observation of the past that paved the way for your people here today. Kwanzaa is Naguzosaba, the seven principles that we harbor, beginning with unity that makes us strong and helps us see. In perspective, proper light, the other six we recite. One day after Christmas comes, we listen to the Kwanzaa drums and celebrate for seven days our old customs and modern ways. So Kwanzaa is our very own since 1966. It's grown from a private observation to the one that's shared throughout the nation. Thanks for calling Dollar Story and please hang up the telephone.


Welcome to JSA TV, where we're covering the latest stories, trends and innovations from leaders in global connectivity, digital infrastructure and the networks within. And we are coming to you live from beautiful Times Square, New York City for DCD Connect. And I am here with my new best friend, Susanna Kass. And Susanna, we know and we love you very much.  But right now I'd like to talk a little bit about absolute zero for our viewers that don't already know. Why don't you tell us a little bit about absolute zero? Thank you so much, Dean. Really glad to be here. Very exciting here. You can actually feed the vibes. Absolute zero is the most ambitious target that we have set for the data center sector. As we all know that the data center, specifically the hyperscater has been the pioneer of leading for renewable energy procurement to be specific. In the beginning of 2024, we already have exceeded 71 gigawatts of it all. And that is amazing in that regard, because if you look back about 12 years ago, we were barely starting. But thank you to all the wonderful hyperscaler client. Personally, I've been actually enjoying the journey has been a very great ride that personally have been involved in over 3.8 gigawatt. And when you purchase renewable energy, it is really more an offset. You are still using fossil fuel based to power the data center. And in my opinion, that is wonderful is essential for all the new bill that we should actually have an offset for renewable energy. But it's still an accounting exercise is an offset. So more importantly, I felt like we need to achieve higher ambition because we can do better. Hence absolute zero concept comes into play. And I am very delighted to be covering that as a chapter author for the greener data center volume two that will be coming up very, very soon by JSA. So thank you for organizing that. So what basically absolute zero is a following. So instead of having nest zero for the data center, which we're basically still using fossil fuel, certain percentage of it, and be able to offset the entire life cycle of our energy consumption at the end of the year with renewable energy project. What we like to do is achieve it in terms of on premise for every kilowatt hour that we actually consume. We will remove the greenhouse get emission of the portion of the fossil fuel. Hence, we are actually getting rid of the negative on their mission to the atmosphere. Hence the term absolute zero. Now we can exactly achieve zero. That's why we don't use the word zero. However, what we basically do is instead of just relying on offset accounting exercise at the end of the year. What we want to do is do it live in production per kilowatt consume that we have. We will remove these GHG gas from the fossil fuel portion of the energy mix that we still haven't been able to achieve 100 yet. Hence absolute zero is the key when we build a future of data center. I love it. And I love and we love your work and everything that you're doing. But why don't you talk to us a little bit about how data centers can incorporate the concept of absolute zero right now? Indeed. There's multiple ways that we will do it from the architectural perspective. One of the key things that we would like to have is to shift out from the paradigm instead of just demanding energy anytime that we actually do a siting or build of a data center. We need to shift into the concept of the contributor. So when we show up the data center in terms of any grid or any location, we want to show up as a contributor that we will be able to achieve absolute zero for that community in the times to come. Specifically, what that means is when we utilize the resource of building out our primary power or backup power, and we also have access to grid. We look at that as overall as an availability zone. So we did that holistically, even though we're not the owner of all each of the boundary, but we all cooperate and interact by signals and transparency. So similar to what Google have done and I have tremendous respect for the work they have done. We do our by our monitoring in terms of that. And throughout the years, Google has achieved amazing results. It start with just having the monitoring place. And now in most of the data centers achieving near 40% hour by hour time match in terms of that level of granularity. And by doing so, Dean, we are genuinely demonstrating and exemplifying the concept of absolute zero and getting closer and closer to the target that we have. Susanna, this isn't lip service anymore. This is real, real progress. Indeed, it's actual deployment. So all the projects that I'm actually working on. Indeed, it start with a concept, but we have the architecture and it's now deployment and we'll also be able to impact it and be able to report. But we're still learning. This is why we need you as the audience in terms of continue to interact with us and collaborate with us because there's got to be certain things that ideas that you will have that will help us to contribute to the future of data center. So I have no doubt you will have volume three and four coming up with new participants. You heard it. We need you to help us with this. So Susanna, real enclosing a bit of advice, what would you, what advice would you give a data center operator who is just getting for practical purposes into this sustainability game and understand the importance of it? What's the first bit of advice that you would give to them? The first bit of advice I would is think beyond yourself. Every decision that all the operator made, you have profound opportunity to make a difference for the generation to come. Set up the right goals to green the grid, set up the right goals to have green data all the time. 24 seven, not just a data center, but basically the community and all the mission critical load that we will have. By actually having that paradigm set up and a concept set up, then the rest of the work is easier to implement because then we can do the architecture. We can work on the location strategy. We can all come together to talk about how we actually can bring the clean energy, not so much from an offset, but have it delivered to the data center. And next zero is the right direction, but be able to master it, do it well, scale it properly, and then look around and say, Hey, who else can I help? Who else can I learn? Who else can I collaborate? Which is why we need to have JSA bring us all of us together because a lot of times you meet new friends and they have ideas that you didn't even think about. And your best idea could be built on your best friend's idea that you just met. Susanna, we adore you and we love the collaboration with you on greener data. Thank you so much for being with us today. Thank you for the opportunity. You bet. And thank you viewers. Stay curious, stay connected, and we'll see you soon.


So, the Moz Crew asked me here to speak about a subject that is something I'm really passionate about, something I'm very, very excited to be talking to you about today. Basketball. Technically, they asked me to come and talk about the future of SEO, and we'll try and get on to that. But we're going to start with basketball. So this is a shot chart. This is the 200 most frequent locations for shots taken in the NBA in professional basketball. And you can see a number of different, like, distinct regions on here. So you can see the dunks and the layups around the rim. You can see the three-point shots from outside the arc. And you can see what's called the mid-range, which is kind of all the jump shots in between. And some of the most famous iconic shots of all time from the mid-range. This is Michael Jordan winning an NBA championship from there. But I'm slightly misleading you, actually, because this is what the game looked like in 2001. It looks like this. Today, the game looks like this. Let's just look at those one by one. It's incredible. That is the difference. This is what the game looks like in the modern era. So why is that? What's been going on? Well, it started with the installation of advanced camera systems in every NBA arena, coupled with a whole load of machine learning, artificial intelligence technology that enabled those cameras to track every single player and the ball throughout every single game in the season. And a player advanced statistics on top of it. So it's not just tracking each individual. It can also identify match-ups, how closely guarded someone is when they shoot, if they're in a double team, which way they dribbled, all that kind of stuff. And by crunching this data and looking at these numbers in detail, the analysts were able to establish that the mid-range was less valuable than everyone had realized. That you might, you know, they had some basic stats beforehand, but they thought that often folks were missing the mid-range jump shots because they were closely guarded or whatever else. But it turns out they're just really hard. And the numbers show that they're almost as hard as the three-point shots, but worth much less. So this moves into a new era where you still see the dunks and the layups, right? Those are easy enough to be worth taking, even though they're only worth two points. And the three-point shots worth, you know, 50% more are harder, but because they're worth so much more, they're still worth taking. But that mid-range is deceptive. It's tempting, but it is often the wrong choice. So I suppose, okay, fine. We should talk a little bit about SEO. Okay. So what's the SEO analytics revolution in our industry? What's coming to SEO? Well, I don't think it's cameras. I don't think it's going to be like, you know, people watching us type faster. I think it comes from the world of testing. And you're probably familiar with conversion rate optimization testing, focusing on getting more out of the funnel, right? So same amount of traffic, more conversions, more revenue, more business. And SEO testing is a similar concept, but focusing on growing the top of the funnel, getting more organic search visibility. And so what SEO testing lets us do is it lets us take individual on-site changes. So we have a hypothesis. This particular one is taking templated content that was just boilerplate across a whole big site section and replacing it with custom written unique content for every single page. It lets us take an individual change like this and measure the specific impact of that change with statistical accuracy, confidence bar, all this kind of stuff. And this particular one was a big win. This was a 14% lift in organic traffic. And you can even take this to the next level and not just measure traffic, but all the way to revenue and actual business impact, what we call full funnel testing. So back to the basketball analogy. This basically means that we can take more of these, more of the easy shots. In my analogy, the dunks are the winning tests. You have a winning test, very likely to perform well. You roll it out. I'm going to maybe slightly overstretch this analogy and say the three point shots, this is new content, new pages, new site sections, hard, harder than just tweaking stuff you've already got on your website, but worth a lot, not the subject of my presentation. We have some great experts talking about this. But the insight here is similar to the MBA one to say that we should be trying to stop taking these deceptively attractive but surprisingly low percentage shots, which are the untested onsite changes. Because I don't know about you, but I've been in this situation a ton of times, right? You got your crossover, which there with my analogy, this is like you find an amazing keyword research insight. You've done your keyword research. You find something you're really excited about, and the ankles are gone. Very exciting. You pull up for your jump shot, which in my analogy, we're modifying titles and meta information on the page based off the keyword research insight that we discovered. And herbal, so this is an anonymity, this is not the website we ran this on, but this is an example of a real test that we ran based off some research of how people actually search in this market, making a change based on that research, which all of us have recommended at a zillion times. In the process, we also cut out some repetition and extra spammy kind of keywords and so forth. And wow, that is an SEO airball, minus 27% organic traffic. So let's just back up a second and run through how you run these kind of SEO tests. So it works on large websites. We mainly work with very large websites in industries like e-commerce, travel, real estate, jobs, listings, local pages, where there's tons of pages in what we call a site section. And they're scalable, they get tons of traffic, and they are set up in a similar way. So this is obviously a small example showing trips, flights to different cities. And then you have your hypothesis, the change that you want to make to these sites, to the site, and you think this is a good idea. You think this is going to result in more visibility, more organic search traffic. And what you then need to do is you need to pick a control group of pages and a group of variant pages from within that site section that I just identified. And our platform does this automatically, but all we're really doing here is we're looking for groups of statistically similar pages, a group that are going to stay unchanged as the control, and a group of pages that are going to get the hypothesis applied to them. So during the test, the website goes from looking like this to like that, where the pages inside the pink box are the variant pages, and they have that change applied to them. And the rest of the pages are the control, and they stay as they were. Now, I'm not going to get deep into this. There's more on the website if you want to read the technical details. But we can then actually go a level beyond this, and the full tunnel testing I mentioned that connects to revenue. You can cookie users and have it so that each individual user gets a consistent site-wide experience if you want to. But ultimately, this is the building block of an SEO test. And then use a load of advanced statistics, we have a machine learning model that analyzes the analytics data that comes out of this, and says, with the statistical confidence that I've shown in those charts, this was a good idea, how much for an uplift it is, and connects it to the real business benefit. So this is a little different, as I said, to the user-centric testing that you might be familiar with from conversion rate optimization or similar. During a conversion rate test, you put the users into buckets. So some visitors to the website are in group A, some visitors to the website are in group B, and they get a different experience. In an SEO test, it's the pages that are put into those two groups. So the pages are allocated either group A or group B, and treated accordingly. And up to now, we just haven't had this kind of data, just like in the NBA 20 years ago. When I got started a very long time ago in the industry, I used to contribute to things like the, as it was at the time, SEO Moz ranking factor surveys, asking me and a bunch of other people what we thought worked and didn't. It was kind of fun, but no idea if it was right or not. And this is very similar to the way that pro sports is always operated by I. Does this person look like a basketball player? Does this person look like they're going to be good? And then we also have tried to pay attention to what Google has told us officially and unofficially. I've given whole presentations on how I think we should interpret what Google has said and what that means. And I'm sure some folks are probably a little skeptical, just like Chuck is about analytics in basketball. I love his quotes. Analytics don't work at all.  People who are really smart made up to try to get in the game because they have no talent, which I mean, fair play, I'll take it. But thanks, Chuck. Maybe maybe I have no talent. Let's look at some analytics and let's judge for ourselves how easy this is to do by I. Because you might think you can just go in your GA, look before and after the change and see if it was a good idea or not. I don't think it works that way. So this is some real analytics data with a change deployed on the date with the green arrow that we think is a good idea. And unfortunately, traffic kind of immediately drops. So we see the following week, week over week, traffic is down below past weeks. So maybe this was a bad idea. Maybe it was just a terrible hypothesis. But what if I told you that actually there was a Google algorithm update here in between the change and the measurement? So that could have had something to do with it. And admittedly, we could have seen this one coming. This was Thanksgiving. So B2B, the industry here, not entirely surprising perhaps that organic search traffic is down on Thanksgiving. So I think people have better things to do. Nonetheless, you could try and debug this. You could try and look at year over year data. You can try and segment it. But fundamentally, there is just a lot of confounding data in the mix here. And it is very, very hard, especially if we're talking about marginal impacts. It's very, very hard to know if something was a good idea or not. So let's just zoom out of this a little bit. So this is the same chart, just smaller, with the same lines. So change deployed here, algorithm update, Thanksgiving, and let's roll this forward. It's a little hard to tell, but if I put the lines on, you can see that a month or two later, traffic is strongly higher, strongly up. I know you want a punchline at this point, but I'm just confused monkey face. Is this a good idea? I don't know. Maybe, I hope so, because it was actually search pilot's website. I'll talk about that in a second. I don't know. Maybe other things we did caused traffic to go up over those next couple of months. We published other content during that time. We got some other links. As I said, there were Google algorithm updates. Who knows, all these things confound the data. Anyway, so I mentioned it was our site. Sometimes you just have to shoot the mid-range, right? Not all of us can play in the NBA. I can't dunk anymore. I never could shoot the three. I kind of have to live in the mid-range. And it's the same in SEO. I'm kind of arguing that if you have a large scalable website and the capability to run these kind of tests, that's the future. But not everybody's in that situation. And in fact, search pilot ourselves, ironically, we're not in our own target market, running a relatively small B2B SaaS website with hundreds of pages, not tens of thousands. And so this particular change was one I personally made because I thought it was a good idea. I still think it's a good idea, but I don't know. It's very hard to tell. And this is a good moment to, in the intro, Rob was talking about shared history and we go back a long way. And I spent 15 years running an agency. And at Distilled, I lost track of the times that we would have conversations along the lines of, we've done a ton of work. Can we unpick which bits are valuable, which bits aren't? Was this particular initiative a good idea? Was it not? Even unfortunately, in some cases, you have situations where trend line has continued. Before working with us and after working with us, it's not obvious that this has benefit. And maybe it was still good because if you don't do anything, it probably tanks. So maybe staying flat is the best you can hope for, but you never really know. So yeah, as I said, it did this for a long time and it's still involved with the agency. So we spun out search pilot, as Rob mentioned, which is now an independent standalone tech startup. And that's what I spend my time running. The rest of Distilled was acquired by BrainLabs. And so I'm still up for talking agency stuff. But this is probably a good time in the presentation to address the elephant in the room, which is the fact that I run an SEO testing company. So it is not really surprising that maybe I think this is a good idea. But actually I'm gonna argue that that gets the chicken and the egg the wrong way around. Because when we started building search pilot, I didn't want to build another reporting or analysis or diagnostic tool that just told you how things had gone. Not to throw a shed at that, mainly because the SEO industry is full of excellent tools that do a great job of this already. And that wasn't the market I wanted to play in. We wanted to be like an unfair edge for our customers. And so it's not that I think SEO testing is the future because that's my job. We built this company. This is the company I wanted to run because this is what I think the future of SEO looks like. So let's just recap a minute. So what does this mean for SEO? Well, I think it means different things at different levels in the organizational hierarchy. For very senior executives, I think it's probably just about saying, you know, this is possible. It is possible to connect in individual on-site SEO initiatives to revenue and company performance. If you're in that kind of space, it's necessary.   You're gonna have to put budget into it. For the marketing leadership, I think it's about the strategy. It's about saying, don't settle for the mid-range. Get to the rim. Your strategy should be comprised new stuff, building new pages, new content, new site sections and the winning tests. And then once you've got that, you can kind of say, okay, this particular project resulted in this uplift. We can tie this to these business outcomes and put actual dollar values on things. And then you can drive the cadence, so you can go faster and I'll talk more about that in a moment. I've written in a bit more detail about both these things. So if you want more about what the C-suite needs to know or what marketing leadership needs to know, there's a blog post for each of those. There's links in the deck and I think by now I've sent out a tweet while I'm on stage that has a link to a blog post that has links to all this stuff and also a place where you can register and I'll email you the slides and you can get all the links and all the rest of it. So that's executives, marketing leadership. Let's talk tactics for a minute. So a lot of folks in the room are the actual practitioners, right? Your job to do the thing, to have the ideas of what to do. So let's dive into some stuff we've learned from at this stage, hundreds of SEO tests across many, many websites. Number one, JavaScript execution is improving, but Google's execution of JavaScript is not perfect. We have seen all of the different outcomes in different tests. So we've seen cases where JavaScript dependency was a significant negative, significant drag on organic search performance and removing that dependency caused an uplift in outcomes. Unfortunately, we've seen cases where a ton of investment into a sensible seeming change to pre-render some content that was rendered only in client-side JavaScript was there was no detectable benefit of that very expensive change to make and to maintain because that JavaScript was actually being executed fine already and working fine on the website. And we've even seen it be positive. So we've seen it in the case where you can improve user experience and drive better performance on the website. In those rare cases, it can even be a positive thing. And the big lesson to take away from this, I think, as well is that you can't run these SEO tests in JavaScript because if you do, every single test is testing both your SEO hypothesis and whether that JavaScript is executing correctly. So that was lesson one. Lesson two is that the user experience stuff is definitely real, at least some of it. So we've run tests like, Google says intrusive interstitials can harm search visibility. And we've got tests where we put an institution in place that a product team desperately wanted and saw a significant drop in traffic. They can now do this or not, as they wish, but at least they know the revenue impact of doing it and they can weigh those things up. And they can maybe even look for ways to get the benefit, the conversion rate benefit, alongside mitigating those SEO impacts. Third lesson, though, so that was listen to Google because they say interstitials hurt. This one is don't listen to Google because Google repeatedly tells us that in a mobile-first indexing world it is totally legitimate on a mobile device to have a user experience where certain bits of content you have to interact with the page to see it, right? Accordions, content behind tabs, those kind of things. And they keep telling us that this is not a problem. They're fine with it. They're totally fine with it. Except that every time we test bringing it out from those things, bringing the content out of the accordions from behind the tabs, visible on page load just on a scroll, performance improves. They've just said it again recently. I think it was like last week or the week before so we're gonna have to test it again. But follow me on Twitter and I'll update you but I think we're gonna see the same thing because that's what we've seen every other time. Lesson four, the stuff that you see on the search results page is critically important. And this shouldn't be a surprise to us because everybody who's got paid search colleagues knows how much of the job over the years has been writing better adverts, getting a better click-through rate, getting more people, same number of searches, more clicks. And yet this has been criminally under-invested by me as much as anyone else in the SEO world. In part because we didn't have the tools to understand whether we were doing, you need the measurement to know if these things are working or not. And so we've seen this with titles, meta descriptions and as I was talking in the second structured data as well. This particular change was a bad one but we've seen big positive impacts, big negative impacts as well. Structured data can be very powerful but a little bit of a prisoner's dilemma. It kind of mainly works when you're different to your competitors. And if you're successful and different to your competitors they're just gonna copy you. So it's very hard to have a sustainable impact with structured data but you kinda need to do it because if you don't they'll get the advantage over you. So I love this one instantly. So this structured data has like stars, ratings, reviews, prices and FAQ. Pretty wild. We don't work with Kayak, that wasn't my doing but still pretty cool. Anyway so structured data can definitely move the needle. I was supposed to be following a talk from Cyrus all about internal linking and the power of internal links. I'm not gonna give his whole presentation in one slide but I have given a presentation on how to run internal linking tests which again you can follow the link and get punchline internal links good. That was Cyrus' talk in like four words. Sorry, sorry. Content quality, lesson seven. Content quality needs measurement. We've seen, we've definitely seen cases, I mentioned earlier the case of going from boilerplate content to individually written unique content per page and seeing a big benefit but we've also seen cases where really terrible content is adding value and removing it was a net negative. So yeah, content quality is a big deal but very hard to predict in advance. EAT is the thing, hopefully that's not too controversial. We've seen some tests where we can actually measure individual changes and attribute those and the one that, I include this just because a lot of these things you might just be nodding along and think yeah, yeah, like obvious. This one, we've had a couple of tests and every time it's worked and I don't think it should which is just moving HTML around but keeping the user experience exactly the same. So changing the CSS so that the page looks exactly the same before and after but moving the main body content up in the HTML above things like the navigation and the sidebar and those kinds of things. I don't think that should work in the third decade of the 21st century but hey, here we are. So if you want more of this, searchpilot.com slash newsletter, you can sign up and get all our case studies sent to you as we publish these test results every couple of weeks. We've got a few minutes left so we've got one other kind of bonus insight here. And so if you go to the casino and you play a game of chance like roulette once, you very well might win, could happen. Continuing the basketball theme, a friend of mine was in Vegas, walked in, bet on Red 23, you know, obviously and won like $750 on his foot, just walked into the casino but then proceeded to lose it over the rest of the weekend because while you might win once, if you play a thousand times, the casino is definitely going to win. When you have an edge, you want more goes. The casino wants you to play more and if you have an edge, you want more iterations. You want to go faster and these folks spotted that as well. So over this same time period where the game changed like this, the cadence of the game, speed of the game changed like this.  We are the casino in this situation. We have the edge. So we want to go faster. We want to test more things. That's a fairly surface level insight but there is academic research that shows why actually this is even more true when we're talking about web testing. This is an academic paper written by folks at Bing and it's really interesting if you're into this kind of thing. I encourage you to read it. It's reasonably accessible. It gets a bit technical in places but definitely worth a read. I'm just going to let you digest that for a second. No, I'm kidding. We're not reading that. We're going to summarize it into plain English. This stuff means it matters in order to determine the optimal strategy. It matters whether you can predict winners in advance and it matters whether they are typically frequent and small or more often rare but large. This bit means if they're small and frequent, what you want to do is, and with a caveat that is somewhat predictable, then what you want to do is pre-filter those tests, run the most promising ones, run them for longer and at the margin optimize for statistical certainty. Try and really be sure. Remember, this is very fine margins. You want to really be sure that you're picking out the winners. But actually, if it's the other way around, so if wins are large and rarer and relatively hard to predict in advance, then it's better to run more tests faster with less pre-filtering. So spend less time trying to decide if it's a good idea or not, just run the test. Even at the expense of statistical confidence and power, because what you're trying to do here, we have a search bar that we're doing business, not science. We're not trying to get it down to the nth decimal place. We're trying to say let's not roll out the really terrible stuff and let's quickly identify the wins and especially let's quickly identify the big wins and get them out the door sooner before the competition and let's iterate faster, let's run more of these tests. And the kind of final punchline from the Bing folk is that what they found was that website experiments tend to be the latter kind. They tend to be the relatively rare, relatively large and relatively less predictable in advance, whether they're going to be a good idea or not. So all of that points to the fact that testing cadence is like the top of the maturity curve. If we go up from, first you need the ability to run SEO tests, then you want to connect that to revenue and business performance and then right at the top is cadence as core key performance indicator. And this kind of overlays with what I was talking earlier about the different levels of the team, right? So the team, marketing team, the practitioners are thinking of test ideas, running those tests and analyzing the data. The leadership is connecting it, looking at the data connected to revenue. And the senior executives are saying, are we running these tests fast enough? Do we have the investment to drive performance here? And this looks very similar to other things that you might have seen presented at Molescon if anybody was here a few years ago. Heather Fizioch, I don't think he's here today, presented an excellent maturity framework which you can overlay some of this stuff on. And so this is what we're doing. We're celebrating this kind of thing. This was a screenshot from our Slack of a customer of ours that we're celebrating having run 27 tests in just a couple of months, nine were positive, five were double-digit winners, those relatively rare, outsize, large results. So let's do this whole presentation in three slides, just to wrap up. We should be running our strategy, should be winning tests and new content. And then go faster. But we can do even better than that. Let's do it in one side. So this is the side that if you're going to tweet anything, I'm just going to leave it up there for a minute. And as I said, I've tweaked the link. You can retweet my link to my post and all the rest of it. Modern onsite SEO, we should be cutting out those untested changes, the deceptively attractive mid-range. Focus on building out the new content, the new pages, the new site sections, and deploying winning tests. So I'm going to leave you with just a couple of things to actually do. One, I already mentioned, searchpilot.com slash newsletter. This applies to everyone. So we're trying to build here the resource that I wish it existed when I was running an agency, that our consultants would have got value from. We're trying to publish those results even if you can't test yourselves. So if you're in a B2B industry, you're an agency working with smaller local customers, any of those kind of areas where you can't run your own SEO tests, the next best thing, even though it's imperfect in all the ways I've described, the next best thing is to learn from other tests. And this is, in my opinion, the best resource for getting those. And there's probably like a couple of dozen of you in the room. Who are in the NBA? Who are working on those massive websites with the huge budgets and the super competitive industries head-to-head with folks who are doing this kind of testing. And I really want to speak to you, obviously. So you probably just come on your own or with one colleague or two colleagues. You've probably got a bigger team back at the office. I will happily give versions of this talk or the lessons we've learned from hundreds of SEO tests for free. There's a form on the website. You can do all of that.  I'm going to just go out with... Well, this. Excellent place to cut that. Thank you.


Zen dude nation. What is going on? It's Brandon tomorrow. You're gonna hear from Dan But today you got Brandon and I want to discuss something with you There's a lot of confusion at times in our community around What is it actually required to get lean and feel awesome on a consistent basis? Some people think it's all exercise and you just have to jump rope like two hours a day And that's the only way you're gonna reach your goals other people thinks It's all about nutrition and you can't eat pizza or chocolate You have to be super strict about what you eat and some people just think it's a matter of motivation They're like if I could just get more motivated if I didn't feel so lazy every day after work I'd be able to reach my fitness goals. The truth is you guys and you may have heard this from us before There's no magic pill, but there are two things that you can focus on doing They're gonna help you get lean and feel awesome on a consistent basis and to do so It's all about putting systems in place to help you fall through with reaching your goals So to help you do that over the next few days We're gonna be introducing you to the getting lean protocol The getting lean protocol is gonna go through the three main things that we believe are important for you to master To make sure that you can get lean and maintain your results So tomorrow dancing to come in here and he's gonna talk to you about movement And so if you want to get notified and you want to hear about all the getting lean protocol Then what you need to do right now is click the little bell below this video You're gonna see a little bell somewhere down here click it and you'll receive notifications about future videos So you can get the full getting lean protocol and not mess any of these videos. See you tomorrow


What's going on guys? It's your boy the E.P.J here today with another Destiny video and today I bring you my true meaning of war looting results for the past three weeks. So that's nine loot drops in total. Guys let me know the best thing you've ever received from this weekly PvP quest in that comments section. Also guys do smash that like button as the support really does help out. Okay so getting into my loot and we will start with the oldest loot we see first that being the loot we see three weeks back and starting on my hunter I received the exotic helmet the celestial Nighthawk and that's your helmet I do indeed need so that's epic. On my titan I received the exotic fusion rifle the Telesto dropping at 3.35 a attack also a great great weapon. On my warlock I received 19 strange coins which as always I am happy with as they can be used to purchase that also rewarding three of coins from Zerr. Okay so let's move on and check out the loot I received last week and starting again on my hunter I received the revelator hand cannon dropping at 3.35 a attack. It's much more mulligan less resort along with explosive rounds and rifle barrel. Not a hand cannon I've ever used before so not bad the roll could have been a little better though but I ain't gonna complain. Moving on to my titan I received the exotic helmet the takenote another helmet I don't own which is great also dropping at top level at 3.35. Moving on to my warlock and I received that in times of need shotgun dropping at 3.35 a attack but guys check out this roll absolutely incredible rangefinder rifle barrel and final round roll is amazing it really is but how the shotgun actually performs in PVP well I'll definitely be finding out. Okay so let's move on and check out the loot I received for this week's true men of warquests. Starting on my hunter and I received that I as Luna baby Hawk moon hand cannon dropping at 3.34 a attack its roll was outlaw and hidden hand now this is a weapon I already own and have a great roll on already but there is a specific roll I won on it and that's including luck in the chamber so I'm gonna hold out for that one this one would just be useful in fusion. Moving on to my titan I received the infective exotic shotgun a weapon that I've had a million times this like them will be used for infusion. Moving on to my warlock and I received the split shifter pro fusion rifle dropping at 3.34 a attack its roll was actually quite decent for a fusion rifle so it's definitely one I'll be trying that for damn sure in that PVP but guys those were my true men of war loot results for the past three weeks if you enjoyed the video do leave a like I do appreciate the support thanks for stopping by as always and I'll catch you guys on that next one peace out until next time peace