to Adventures of Commercialization. Today, we have Bradley Allgood. I'm really excited. At first of all, I'd like to thank Erica Lill, if you remember from previous episodes who has connected us to Bradley today. So welcome Bradley. Hi to be here. So tell us a little bit about yourself and what you're up to these days. Yeah, so my name's Bradley Allgood. I'm currently Chief Executive Officer of Fluent Finance, which is a bank-led federated stablecoin, so largely focusing on federating the custodies between multiple institutions and minting a stablecoin and having a level of transparency on the collateral and real-time monitoring that can inhibit trust within stablecoins. Largely my career in the past seven years has been focusing on transforming legacies and governments, first started with founding the Startup Society's network, which is the largest think tank for special economic zones that focus on innovations and policy, distributed governance, things of that nature, has a peer-reviewed journal, Research Institute and really helps to provide real-world education to people that are looking to set up special jurisdictions and special economic zones around the world. People that aren't super familiar with what those are, you know, Hong Kong to China, it's a good example of them, Singapore to Malaysia, DIFC in Dubai, there are essentially plots of land that have different economic policies to create greater development or economic development within the host country. Move to the board there, still serve them the board there and quickly got into the for-profit side, seeing that the gap to reach citizens wasn't just policy, but there's a huge gap in technology. So service a lot of governments around the world and designing better systems for people registries, property registries, early sovereign and autonomous digital identities, using blockchain technology, both public and private, even tokenization of carbon credits to tokenization of real estates using non-fungible and fungible tokens. So very broad range, governments move quite slow and this was quite a bit ago and they weren't really ready to take the leap in implementing a lot of these blockchain technologies that we designed. So I moved to something that's a little bit faster, not a ton and that's commercial banking. So about three years ago, set out and traveled through Asia, Latin America, the US and spent a lot of time talking to central banks, regulators and tier one financial institutions, understanding why the unbanked problem exists and the underbanked problem existed. Given that we had such a wide range of technology and I knew what cryptocurrency could do to solve last mile as they call it to reach the end consumer. And what I figured out is there was a whole bunch more than just technology risk for these institutions. There was lack of regulatory clarity. There is not understanding how to do the accounting. There was risk departments that are adversely incentivized to say yes. And then there was lastly obviously bureaucracy, the bigger the organization, the more groups it has to go through to get out. So from there, I built a team of senior bankers from tier one financial institutions, educated them on blockchain technology and quantum computing and better custody. We went out into the market and started servicing the space and helping innovative companies find homes and large core banking systems and tier one financial institutions. And that's actually when I met my co-founder in Fluent, his name's Oliver Gale. He is the founder of central bank digital currency and did the first one in the Eastern Caribbean and the company he founded has gone on to do them in Nigeria and other places. And that's, you know, we really saw a big gap when we were talking to a lot of these large institutions, finding a way to bridge from traditional finance to DeFi, giving them a solution that can really help them, help them onboard and access the massive yields and economic opportunity and the ability to kind of reach their consumers in new ways. So that was the founding of Fluent. That's wonderful, finding solutions in all different ways. So you sound like a real serial entrepreneur to me, for all the steps that you've taken to get to where you are today. What would you say? So we're talking about stablecoin. There's a lot of people out there that are a little bit hesitant to get into this market of cryptocurrency, blockchain. What is the stablecoin and how does that set this apart?  Tether was one of the very first ones, which was a version that we call institutional stablecoins. And largely they were driven as a means to settle out, a more seamless means to settle out of highly volatile assets like Ethereum and Bitcoin into something that's stable. So when the market goes up and down, you have something that you can kind of hedge yourself with that then quickly grew to various different forms of institutional stablecoins with everything from like PAXOS where they have a banking charter circle, which their custody is managed by BlackRock, Tether, obviously an offshore kind of depository opportunity there. There's also algorithmic stablecoins which has been really hot on the news and that focuses on using math and some sort of price stabilizing mechanism and often a volatile collateral to be able to create stability. But ultimately the goal is to try to have something that is 100% stable as much of the time, right? If not all the time that you can trade out of and enter into the crypto market, launch on exchanges. It's largely meant for the hedge funds, the traders and other participants. And then recently in the DeFi craze, it's been a mechanism of yield because you can essentially stake stablecoins into different protocols and you generate a yield. So people that hold stablecoins, in the case of holding a bank account, you're looking at, I don't know, 1% interest rate in a savings account, it's very minimal. But in stablecoin, regular consumers in retail we're seeing anywhere from seven to 14% and in some cases even 20% yield on their money. So helping the lowest income classes in many ways build more wealth. That's great. We'll definitely help all different sectors of business. But what about current events that are happening right now? So we have seen a lot in the news about the market being very volatile. How can stablecoin help this? Or how is it affected by it? Well, to be quite honest, it's a stablecoin's fault is why the market got so volatile. There was a stablecoin called Terra, well, UST, so Terra Luna. It was a protocol based stablecoin. It was an algorithmic stablecoin. It had a means to stake and generate yield and what it had done is largely said that, in the case of buying up a whole bunch of Bitcoin in the case of a market crash, that it would liquidate Bitcoin as well as its Luna token and receive another dollar. In which case, the actors in the market had a lot of liquidity pushed down the price. There's still a lot of speculation to exactly what caused it. But at the end of the day, the price of Bitcoin heavily affected what their collateral and their collateral reserves are, or so to say, what is backing the stablecoin or what can restore the peg? And in the case of a market downturn, they're forced to sell off a market downturn of Bitcoin, which creates concern and cryptocurrency and creates a requirement for a redemption of their stablecoin. And then their only other option is to sell their existing governance token, which took about a 95% dive or Bitcoin to restore the peg and if Bitcoin's already going down, it's essentially a downward spiral, right? You're selling into a lot of sell pressure in billions of dollars and that's what we saw. We saw a collapse of the market. And this was largely a validation of algorithmic stablecoins having huge issues because for the sake of not wanting to do KYC and AML in many cases, and in some other stakes, there's other use cases, but that's largely the reason you saw a need to try to predict everything that can happen, which is really impossible. So a lot of the principles that I focus on and particularly with stablecoins is making sure the collateral is as secure as possible and less targetable, because if someone targets takes a billion dollars and targets the price of Bitcoin that can affect, that affected Terra Luna's underlining reserves. And so there's countries personally, this touches my heart because I have grew up in El Salvador for eight years, but I have seen recently that countries are taking up Bitcoin as a national currency. How does that work and can stablecoin, do they play a role in that? Yeah, definitely. So in the case of El Salvador, they never had a currency, right? They always had used US dollars and they made the determination to use US dollars in Bitcoin. So now they have a fiat currency and a Bitcoin and bridging between the two is often taken, requires a lot of patchwork services and you're always doing a constant kind of spread analysis. So if someone wants to unwrap US dollars into Bitcoin and grow their Bitcoin treasuries or vice versa, there's constant price oracles and there's volatility that people have to be concerned about. What is really interesting in the case of like an adoption of stablecoin, it makes it much easier for that bridge to happen because rather than having to take the fiat which is held in a core banking system and tied to a central bank somewhere, held at a large commercial bank, taking that and then bridging it into a public network through an exchange into USD to Bitcoin pair. In the case of having already a stablecoin minted off of that underlining collateral, you would be able to much more seamlessly transact between the two. So having something that is minted to a public network like Ethereum or, you know, if you do Solano or Polygon or, you know, there's quite a few near having liquidity on those platforms and also having the stablecoin on those platforms allows a really seamless switch between them. So I think it's really important. I think that any non-central banking currency country like the Eastern Caribbean, like what they're doing in El Salvador, really if they're gonna be digitally transforming, they need to digitally transform both the fiat side and the stablecoin with their commercial banking ecosystem as well as the cryptocurrency and the Bitcoin if they're gonna start accepting more legal tenders. And our, so we talked about platforms for trading and I know that that's probably the biggest way that people are working with this type of currency but are we gonna have like ATMs where you can trade this in now that we're getting banks involved, how does that work? Yeah, I mean, ultimately that one of the biggest use cases for stablecoins and like on the institutional side is Visa and MasterCard settling card schemes.  Well, in the case of a stablecoin, it can settle immediately across public networks rather than having to go from one bank into another bank through a traditional transfer system. And you can focus on end-to-day settlements which Visa Connect does a really good job of. They're one of like the largest kind of real-time settlement systems that have like a trillion dollars in some days moving liquidity on the system. So when you have that big of a pool of liquidity it makes it much easier to kind of settle these cards and these debit cards and pull things out and transact from stablecoin. And then it have enter back into the real banking system, enter back into card schemes and, you know, Visa and debit cards and credit cards and things like that. So it is a stablecoins are a key component for these institutions to be able to adopt and use crypto because what an institution can't do like Visa is accept Bitcoin as a means of payment again because of the volatility, but also because the regulatory clarity and the internal general venture accounting that they would have to do, it's just not developed yet. And if you use a stablecoin it's literally the same thing as a US dollar. So it's the closest analog that they've currently operated just in the case, this case rather than having a closed database it is a distributed database on a public blockchain. There's a lot of businesses I've seen popping up recently that have they check out systems that are normally cash only businesses but they are allowing cards to be used if they are purchasing some sort of like a cryptocurrency could be really volatile such as a Bitcoin is it possible that we could be using like some sort of a stablecoin at this level of business? Yeah, yeah stablecoins ultimately will provide merchants less fees than their current options, right? So when they go through card networks they're leveraged with fees pretty like two to 3% in some cases in this case you can settle with a stablecoin. Also, when you look at the way that cards came into the ecosystem it really was focused on building networks, right? It was building like expanding your network to have more merchants accept your card to have more banking access and so on and so forth and what's public networks and public blockchains do means you don't have to expand your network it's already global. As long as someone has a public private key bear an ability to store it an occasional ability to access internet then they can start to transact. So rather than having to expand your existing system you just have to give them the essentially the capabilities to transact in the cryptocurrency and then it's borderless and global. That's great. So taking a step back now let's talk about you a little bit Bradley and the journey that you it sounds like you did really great job at pivoting when you thought that like technology was really the next step. What other types of hurdles have you experienced as an entrepreneur that we can let other entrepreneurs know about? Well, in my particular case my hurdles have always been that investors don't really know what I'm talking about when I'm first working on stuff because special economic zones have not been in venture capital. They were not in venture capital five years ago six years ago. It was a really long road to educate people and then I did blockchain really early on and again venture capitalists at that point where like I don't understand how this blockchain thing is going to be effective I don't understand why a government would want a better identity system. So my hurdles have been largely around education and doing things a little bit ahead of larger adoption and an understanding even now when I'm trying to put like propel this stable coin it is a significant amount of education to just get people to understand and institutions to understand the benefits that stable coins can offer them and then to help them also understand what are the differences? How does this stable coin better fit their needs than Paxos or Circle or so on and so forth. So a lot of the hurdles in my case are related to education and getting the right people to understand the vision that you're trying to execute. And what kind of funding have you received? So are you just up from your board or have you crowdsourced funding for this? Are there other people backing you from the general public? Yeah, so I went through a process when my previous company once I identified a need here my previous company, which I still have but it's largely on hold as we're kind of working on this invested the first check we brought together a team started getting everyone to work together building, designing everything we're gonna do we went out and did a pre-seed we had like a block wall big brain holdings and master ventures and a few other kind of influential people from MakerDAO and other parts within the ecosystem Solana so on and so forth that parts participated on an individual basis and we did a pre-seed, $3 million pre-seed and since then have moved into our seed round and we have a lot of really great partnerships all of them with strategic partnerships with people that are looking to mint more institutional stablecoin so these are typically large institutions anywhere from billion dollar to hundreds of billions and trillion dollar balance sheets that see value in having a more regulated stablecoin that they can interface with the way that the collateral is managed fits their needs and also the way that they get to manage their customers and their clientele within that ecosystem also fits their needs. That's great strategic relationships are networking is key and I think that that's come up very frequently on this show is that getting yourself out there and really networking your cause education in your case so with everything that's happening in the current market are people hesitant to invest in something like this? Is it? They're hesitant to invest. Oh, sorry. No, no, no, just in just in, you know, just the space that it's in and not necessarily, you know once they've learned about what it is is these current events are these affecting you greatly? So within the crypto space and within traditional equities both have constricted quite significantly. It's a hard market to raise in we're facing a recession that's relatively imminent. It is the people like are taking and tightening their valuations the valuation you were raising in cryptos two months ago should be different than it is currently if your business is relatively the same, right? So if you started to raise two months ago and you need to like sit down talk to the investors that you trust and that are close to you and get a scum insight into a valuation that's gonna be a little bit better. So entrepreneurs really need to consider capital runway as the priorities and I'm finding investors at whatever price you need to to get the money in to live out the recession once you kind of get that liquidity in to live out the recession it's really just focus on generating revenue and delivering your product because anyone in the crypto space that is surviving this shed this winter as they call it I mean, hardly the same as the last winter we're still at $30,000 Bitcoin price maybe more today but the ones that survive that will be the next generation that will take adoption to a greater level because now that we're we've gone through this whole attempt at having no KYC, no AML everything's distributed algorithmic stablecoins that's all that's gone DeFi is never gonna be the way that we perceived it in the past it is all gonna have KYC interactions there's gonna be different types of correct places to onboard and offboard the ecosystems everyone's a citizen of a country they're not gonna be able to circumvent their taxes or anything like that but with that we're gonna get the inflow of real institutional liquidity now, if you think about Bitcoin at $2 trillion or crypto markets at $2 trillion full market cap it seems like a lot well, if you look at an organization like State Street they have 38 trillion in assets and are costing now that's not all fiat there's a broad range of securities and other things that are in there but at the end of the day these institutions drastically overshadow what we think we are in crypto and bringing that liquidity in is going to be a massive, massive, massive growth because there's a lot of technical compliance benefits there's a lot of really good things about what crypto is that services what these institutions need and furthermore once these institutions kind of go in and you can access a stablecoin from your bank account then it becomes retail adoption at a whole new scale so the next generation of crypto is going to be regulated DeFi and it's going to be drastically impactful it's they're going to be businesses that you know, trillion dollar values very quickly and easily they're going to be competing with the likes of Apple and others let's take a look at your product here so let's pull up fluent website so our audience wants to take a look even further this is what the website looks like how many people are on your team Bradley? about 30, 35 30, that's great the majority of that is developers really, really good developers that assorts the great talent yeah, we're really fortunate our C-suite my chief financial officer was the CFO of city of all of Latin America my COO is one of the senior most senior managing directors from city we also have team members that, you know, my CTO did the the core banking integrations at the Eastern Caribbean Central Bank for their digital currency as well as the Costa Rica Stock Exchange and a few others so we have this team of people that have really executed things like this before and also come from a traditional finance background and then we have another side of our team which is, you know, heavy DeFi leaders once one that brought DeFi to General Electric she was the chief innovation officer there another one was, you know, early early board member at Celsius and helped them get to market so we really kind of straddle both worlds in terms of our skills and our experience and it really helps us get a balanced and focused look on how to take this to market that's great, that's your team sounds very incredible so I know we only have a few minutes left and I did see in your background that you have some NFT experience and so I'm curious just because in the blockchain and as we're tracking things and creating labels for things a lot of these things are let's say art art was bought or sold at some point in time and gains value by based on like who owned it or who created it it's timeline and as we're seeing that on the blockchain how are NFTs really playing into this market as well because it's all that the art is in the eye of the beholder, right? Yeah, so NFTs have largely been underutilized a lot of my experience with NFTs was using them for like to dictate things that are non-divisible so like let's say a housing title or real estate property real estate or a corporation you would have a non-fungible token that would have metadata that relates to their like what that corporation is what that piece of property is and then that NFT can be owned by an individual also you can kind of from there kind of take the opportunity to create a whole bunch of fungible tokens that relate to a percentage ownership of that NFT so there's a lot of different things that when I was doing NFTs weren't related to art but I do think NFTs have taken off as a means to validate and create scarcity within art projects that are digital, right? Cause usually it was you create a GIF and that GIF can be repurposed and downloaded and used again and so on and so forth but now you can have just one version of that one GIF and that created value because people wanted the scarcity and people saw it as a means that are gonna upgrade where I think NFTs are going to have to go to really stay viable is they all have to be gamified they have to have some sort of gamification some sort of benefit excitement that can be done by merging certain NFTs together or giving them properties but furthermore implementing them in games so again when I was talking about people building their networks with games it's been the same way so if you think of wow it's a closed network, right? But imagine you go into wow and you go through this process and you get this piece of armor and that piece of armor is written to an NFT on a public network now it can be taken off that wow network and can be traded seamlessly and actually accrue much more value for the participants so really gaming is probably one of the best use cases for NFTs and will be one of the best use cases when implemented, right? Largely hasn't seen its place to market yet. That's so great, thank you so much I just knew that was a part of your background and I've had a lot of people asking me to get some information for them so I really appreciate that. So I know we're at time Bradley if you had one piece of advice for entrepreneurs today you've already given us a great load of it but just one last note to take on this what would you give them today? Remain tenacious, just do not give up like it's always going to be hard it's never easy, it's never comes to you quickly just wake up every morning and some days are harder than others and you have to go back to sleep and wake up the next day and try again so just never give up. Thank you so much and thank you audience for joining us for another week of Adventures of Commercialization we are here to talk about ways of making money and business every other week at 1pm Hawaii Standard Time so thank you so much and we'll see you in two weeks. Mahalo.


How's it going everybody? I'm Joe for Jaspy's case breaks.com. We knocked it out We knocked out the flawless collegiate basketball random hit break number three a one box break from a fresh case This is 2020 edition Keep that in mind It's Anthony Edwards, Lamello, etc. etc There's the fresh case right there There it is 2020 Follies collegiate basketball Had to write that didn't want to confuse it with some other some other flawless cases. That would be a disaster Now a very big thank you To this group right over there for making it happen. I appreciate the people who bought their spots straight up and Congrats the winners of Spots in those two fillers that we did second half already in the store So thanks everybody for making this happen. I appreciate it. All right, let's pop this open Let's see which briefcase we're gonna do 2020 little blast from the past 2020 flawless clue. Look at this We have a silver briefcase and a black briefcase Hmm. All right. Well, let's see. Let's see what that's all about All right, let's roll the die one two three for the top briefcase four five six for the bottom briefcase And it's four one two three four five six. We're gonna do the black briefcase the bottom one And then this one we will say for a random hit break number four Which is on the site right now if you want to run this back Good news is if you're on the list, it's a random hit break. So you're gonna be guaranteed something now in the rare occasion that there is a The rare occasion that there's an extra hit in the slider box We'll combo with another relic generally if that happens. There's usually two relics Or if there isn't, you know, then we'll combo it with like a non rookie auto or something like that All right, so there should be three encased cards here, which will hide with the blank cards Sure, that's a gem Gem an auto. I don't know who that is but I think I saw a scribble there. All right this open here Yeah, okay, so there is an eighth hit here. I'm glad I explained that so Okay, so the first two are relics. We'll combo those two up. So there's the Michael Porter, Jr 11 out of 20 plus The Ash and Hagan's three out of ten So those two will be combed up. This will this is a relic only but this will stand alone. It's Lamello Nice, that's pretty cool six out of ten legacy autograph one out of ten broke Lopez And how dominant those Brooke and Robin Lopez and their Stanford days They're they're pretty darn good Two-color patch and autograph Trey Jones 13 out of 20 Little RPA In his Duke gear Got a nice nine out of 20 OB Toppin and his Dayton gear Well, this is not a bad one at all. I got a Cole Anthony three-color patch and auto 16 out of 20 Nice RPA and a rookie auto. Here's another nice one Tyrese maxi four out of ten Awesome, we're gonna go Left to right Good luck everybody Hopefully get some nice stuff in this in case stuff. It is two out of ten Carmelo Anthony diamond Nice and a Syracuse gear Real nice real nice NBA career to Hall of Fame NBA career Small Prince says that all the gems are naturally mine not lab grown Next one. Wow is a one-of-one rookie It's wow Laundry tag and autograph on Yeka a Kongu Someone's gonna get a train whistle And I thought I think this is an autograph too Do we get two autos another rookie autograph? It's Aaron Naismith rookie gem signatures six out of ten Nice real nice briefcase here. All right, we're gonna pause the video when we come back I'm gonna have all the hits typed in And then we'll run the randomizer and we'll we'll see who gets what stick around. I'll be right back Hi, welcome back ladies gentlemen got all the hits typed in We got the two relic cards that I'm putting together the Lamello relic is separate Lopez etc etc etc 1 2 3 4 5 6 7 8 9 10 perfect and And there are your names once again one dice roll for both lists So we're gonna randomize each list two and a six eight times or names and hits one two three four five six seven and eight Got Eugene down to Justin Both winning spots in that uh in those two different fillers we did two and a six eight times For the hits good luck fingers crossed one two three four five six seven and Eighth and final time after a we got Carmelo up top love mellow on the bottom And here's how it shakes out for everybody Eugene you got the Carmelo Anthony diamond two out of ten Ed with the Naismith Aaron Naismith gem auto nine out of ten Jason with the Cole Anthony RPA 20 nice Steve with the obi top in autograph nine out of ten Steven K with the two relic cards Michael Porter jr. And Hagan's Michael with the Tyrese maxi auto to ten Craig with the Trey Jones RPA to 20 David With the onyeka a Kongu RPA one of one All aboard the big hit express Michael with the broke Lopez auto to ten and Justin with the Lamello ball relic six out of ten here's another quick look At all the stuff there the combo relics here There's a Lamello. I don't know what that is looks cool Real nice nice break here. This is Really cool as well. I'd love to look at this. There you go gang Second briefcase is in the store. The case is closed on random hit break number three I'm Joe and I'll see you next time for the next one. Bye


My boyfriend and I have been together for the last six years but in between he keeps cheating on me but each time he does he says that he loves me and that he doesn't want to leave me and that he won't do it again and I love him so much that I forgive him but he keeps repeating the same thing again and again and I keep on forgiving him. In our relationship everything else is good he's a nice guy, he cares for me, he respects me but I don't know how to change him because I really want to spend the rest of my life with him what should I do? You know in a relationship there are many things that you have to compromise on cheating is not one of them and I'm not saying it never happens there are times when people slip up and they cheat on their partners not even that uncommon but to do it over and over again and that too deliberately that's just not acceptable and I have to tell you that this is not respect either I'm not saying he doesn't love you but this is definitely not respect and as to your other point about how you can change him you can't you cannot change anyone you can only change yourself so the way that I see it you have two options you can either change how upset you feel you can change yourself and learn to accept his cheating or you can decide that you don't want this unhappiness and insecurity for the rest of your life and you can move on whichever option you choose will depend very much on your circumstances it'll have to be your decision either way it's going to be a difficult decision so be prepared for it but also remember that when you forgive someone time and time again for hurting you you give them permission to behave in that way towards you and frankly the rest of your life is a very long time to be unhappy


Oh, are you slush? Oh, are you well-sinky? It's a pleasure to be here. I'm super excited and actually I'm gonna lead with a question So how many of you here in the audience see video every day? Yeah, it's a bit of a silly question. Everybody knows the internet is all about video But actually from the ones that raised your hand, how many of you have actually dropped like comment share or even clicked in a video That was advertising something Okay, so have you ever wondered why you felt attracted to this video and not that video? Or let's take this to the other side who here in the audience runs a business Okay, cool. Have you ever wondered why your videos attract this gentleman over here, but not that lady over there or How do you even know which video should you create taking into account all the platforms that you're present at? So the reality is that the internet is 80% video and People don't have answers to these questions and that's exactly why replays here So replay allows you to recognize any element of any video in real time And I mean any element so whether you're thinking about chocolate bars that you are selling or Let's say these influencers face that you having in your videos we can recognize those elements and Relate that with likes comments shares or even sales that happened as a result of that video But how do we do that? So for the first time in the world we allow you to personalize an artificial intelligence to Recognize these elements on videos that the elements that you want and then track the performance of those all over the world But actually I'm gonna stop talking and I'm gonna start showing because I have here a demo of how our Platform would analyze a speech just like this one that I've done. So let's see So this that you saw is replay 1.0 The reason why I'm here at slush is to announce for the first time ever replay 2.0, so what is replay 2.0 is the ability of you using our AI to actually Track all videos in the world and understanding why the best videos in the world are having a lot of success And of course because we are in Finland. I'm gonna go with an example of mobile gaming So let's go with this example and see the replay platform So very briefly this is how you land in our platform the dashboard, right? So this is replay 1.0 looks at your videos now what we want is the market So we will click on the market and we will see What can we do in replay 2.0 analyzing the market? So as we click we go to these creative galleries all the videos in the world of mobile gaming So you can actually select one app that you want to look for or one publisher Which are the owners of the apps or tags that you are looking for Specific tags visual tags that you want to look for so I think all of you here know candy crush, right? So let's select candy crush in our apps and see what happens So these are all the videos of candy crush that you have in front of you. So what can we do with this? Let's click in one of the videos and we see here in real time a Timeline that is capturing every element of this video as it happens and showing you why this video is Being so successful all the elements from the number of explosions that you see in the video and from the buttons that you have everything So this is one of the use case of replay 2.0, but there's more So actually let's go back to our market and see what else can we do? So we click on the market and we click on the tag gallery. These are the tags of The mobile gaming world, but we are looking at candy crush So these are the visual tags of candy crush what they are using on their video So you can see things such as the characters that they use all of them Or you can see things such as let's say the creative effects that they are using the explosions that attract you so much So let's see for example the creative effect So we're clicking on creative effect and here you have right in front of you all the creative effects that candy crush is using So you see here that they have this effect that is an explosion 65% of all their videos have this explosion, but in the same square You can see above that you your videos only use 11% this tag so this is an opportunity that you are missing So this is right away one of the things there are even tags that you are not using at all So right now Let's remove candy crush and let's see the entire mobile gaming world and let's see here What are the growth opportunities? So what is the market doing much better than you in your videos? So you actually click on The growth opportunities, but now we want to see growth opportunities for all the types of tags What are the visuals that I'm missing and right away? We see what the market is actually doing a lot of and I am doing very little off So these are the opportunities that we have to actually Make all our videos better There are tags that the market is pushing and we have not even used and we here have all of that summarized But actually we can do precisely the opposite which is to go to the outliers that we have Things that we're doing very well, but the market is actually not doing so much So why would we care about that? because we Can see exactly how our competitors are using our tags in a creative way that we never thought of But how can we allow you to do that? You click on the videos and actually again You go into the specific video where your competitors are using your visuals and you go into their timeline So again, you understand all the strategy of all videos are built and what are the visual elements that are contributing to the success of their videos? So this is exactly what replay 2.0 is starting to allow you to do Thanks a lot for being with me and see you in the platform. Thank you


Hello everybody welcome back to another chat GPT tutorial and this one I'm going to show you how to use chat GPT to prepare you for any interview for any position yeah I know that's a big claim but it works this is incredible here I've done examples of a beekeeper of a graphic designer a psychologist a social media and if you look at this the prompt that I'm going to give you and the way we go through this is it at it basically asks you one thing at a time so you're actually training chat GPT to be an interviewer and it asks you one thing then you answer asks another thing you answer and in this case I said you know I wanted to be a beekeeper and if you look at this response here great can you tell me about your experience and beekeeping management such as how you maintain the health of your bees prevent and control pests and diseases and manage honey production that is not a generic uh tell me about your experience or anything like that these are very very targeted questions very good interview questions so anyways let me show you how to do it I'm going to click on new chat here I hopefully I've sold you on this the first step is you want to copy this basically this prompt in I'll read it to you and then I'll explain to you what you need to make changes on basically it says I want you to act as an interviewer I am telling chat GPT you are the interviewer I am the interviewee I will be the candidate and you will ask me the interview questions for the position position this is the one and only thing you need to change here what you need to do is you need to delete this position the first position here and then you need to replace that with whatever the position is you're looking to uh apply for so let's go uh dog groomer whatever something like that I want you to only reply as the interviewer do not write all the conversation uh conversation at once I gotta make the change there oops all right uh conversation there we go at once I want you to only do the interview with me ask me the questions and wait for my answers so again we're we're programming chat GPT to be the interviewer only do not write explanations ask me the questions one by one like an interviewer does and wait for my answers my first sentence is high and we're gonna say hi first because that way we get our you know we say hey I'm Curtis and then bang it starts asking the questions so we kind of prompt it so here we go we hit enter and there it goes tell me a little bit about your experience with dog grooming this is a generic question that you can expect at the beginning of it into you I have seven years I have many years whatever I just gonna respond quickly years as a dog groomer in Delta British Columbia something like that okay these aren't perfect answers but that's not the point the point is is we want to see what chat GPT is capable of so all right here we go this is where it starts to get specific this is where you know it works the next thing is as great it sounds like you have a lot of experience in this field can you tell me about the types of dogs you've worked with and what services you've provided as a groomer this is an excellent question that you can expect on a in an interview and I'll be like I worked with bulldogs and um I don't know uh Sharpe's bays I provide I provided I don't know what kind of services nail trimming something like that okay a very simple response again we're just trying to see what chat GPT does okay it's good to know that you have experience with specific breeds in addition to nail trimming what other grooming services have you provided fur cutting I don't know something like that I don't know see what's happening though okay so now it starts to get more specific when you're grooming a dog what steps do you typically take to ensure their comfort and safety throughout the process another excellent question by chat GPT this works for anything if I wanted to click a new chat I would just go ahead and if I wanted to be a website developer I just type that in and bang I'm going for a website position I will put a link to this here in the description below so you guys can copy and paste this in verbatim this is how you chat GPT prepare for an interview thanks for watching


I'm obviously super excited to be here today. But before I get started, I would like to give back to Rand what he's given to me. This man has held my son on flights when I was working on slide decks. He's such a good man.  You have made me build a better company. Yeah. There are women at Sear that have spoken on this stage because you've made that something that mattered to me when I didn't know it mattered to me. There are mothers' rooms for our new moms when they come back to Sear after maternity leave who have rooms where they can have private space that's built for them when they come back and when they're pumping. Like I'm a guy, like I'm going to show you some pictures of some man boobs later, but I don't pump. And I never had that understanding. And the minute you did that during the swap, it just made me better. It made me better. And whatever you do, from here going forward, I hope it's freaking huge. You know why? Because my company's better because I know you. And screw what you've done for SEO. That's just the tip of the iceberg. There are 140 people at Sear who are better off with me in that company because I've learned things from you that have made me a better me. When a man is willing to hold your crying son so you can finish a slide deck, I can at least drop a tear for that motherfucker. All right. So that's over with. I'm an emotional guy. Speaking of emotions, I look at our role in search. And I'm starting to realize that it's better to be thanked than ranked. And I'm going to share with you something that's a massive failure that I made. And it all came to me on a trip to Scotland with Ren and Geraldine. Cute picture, right? I took this myself. Check out my dimple game, right? But Geraldine said this. And I was like, ooh, I'm using that. And I'm going to open MozCon with you. Because she said, how about we did this?  How about we become the content that we wish we found instead of the content that we're sometimes producing? So I'm going to share with you three things that I've seen that have made me make pretty strong pivots in my company. And I hope that I show you a reality that makes you maybe want to consider making some of these pivots, too, because I think it's dangerous. So the first thing I'm going to show you is a time when I ranked high for my own site. So I've spent three years trying to rank for words like SEO company and SEO agency and SEO consultant. And I stood on stage at MozCon 2011 and was like, pssh, got it. Top three globally for all these words. You should listen to me because I've outranked all of you. I didn't get a freaking dime from ranking for those words. You know how painful it is to work on something for three years and believe that once I ranked for the word SEO company, woo-hoo, leads in sales like crazy. Wrong. The money actually never came. I never closed a deal from ranking well on search engines for the word SEO company or SEO consultant, even though I was in the top three globally for it. Ooh, that hurts. Here's the reason why, because I stayed in a silo and looked at my SEO tools. And I didn't actually talk to real people who might actually search for this word. If you look at the business census, you would know that in the United States, for every 140 small businesses, there is one mid-market or large business. And of that 140, 78% are not employers. They don't employ anyone, which is fine. That's just not typically our demographic of clients that we typically target. 52% are home-based. We have a couple of clients who are distributed companies, but not home-based businesses. So what's interesting is all the searches were being done on SEO company because whether you have a huge business or a small business, you probably want to show up on Google for something. So think about what's happening there.  How would I know that? I probably should have taken some time to talk to some people who might search for it. And I went and wasted three years of my life going after a keyword that when I finally got it, did nothing for my business.  You're like, not for me. I don't want to work with companies like that. So Google around 2012 after me working and having all these high rankings, not to sear out of the top results for the word SEO company, SEO consult, SEO agency. And when I saw that, I went, whoa, there is a new reality, what did they do? But my revenue never went down. So let's think about that. All of us who are chasing the holy grail of rankings, my rankings tanked and my business did that. Ooh, well, how does that happen? Maybe we're all at the wrong freaking conference. Now you're at the right conference. Let me introduce you to Helen Fang. Helen's been working with SEO on various projects and various companies for eight years. See, Helen brings us with her. And when we make mistakes, she kicks us in the butt, helps us to get better, right? We're not perfect, but she knows that we'll keep getting better so she keeps bringing us along with her. And then when people ask her, who would you use for SEO, which is much better than Googling it, she makes referrals. And over eight years of working together, I'd probably owe Helen five million bucks, which is five million more dollars than ranking for the word SEO company ever did. Ranking for SEO company actually lost me money. You know why? Because my BD team was trying to talk to every single person and help them out that called us, even though we could never work with them. So they went, can you hire some more BD people? Hire more people in BD? We need a bigger BD team. Well, for what?  It actually almost cost me money, which is crazy. And the reason why this should be concerning to all of you is because the speed by which Google can get smart is insane. In 24 hours, Google's AI changed Google Translate in a way that improved it so much that it was better than anything they had done in 10 years. Let me show you. There's an article about this, it's really long, nobody here is gonna read it, so I'm just gonna give you the cliff notes. So we're gonna talk about Hemingway. Snow's of Kilimanjaro. A researcher had been dropping in the first paragraph of this short story into Google Translate for years. Every day puts it in, puts it in. The left-hand side, I'm gonna read the bottom one, no one has explained what the leopard was seeking at that altitude. That is Hemingway. Now let's read what Google Translate had to say. Whether the leopard had what the demand at that altitude, there is that nobody explained. Ooh, Google Translate. Can't complain about it because it's free, so it's better than nothing. In 24 hours of enabling AI into Google Translate, look at how much better the second sentence got, or the last sentence got. 24 hours. What is your 24-hour moment? What is the thing you're doing right now that if Google got better in 24 hours and smacked you in the face tomorrow with a new set of results that you would be losing business on? Because you're not the right answer. That's how quickly the machines can learn and improve. Are you gonna bet against them? Or are you going in the direction that Google's ultimately going? You have to remember that there's so much more to people than the words they type into search engines. When I type in SEO company, there was a lot more to people than what they typed in, right? I'm a small business. Well, I never asked them that, so I wasted three years trying to beat people out for that keyword. And now with machine learning and all that great stuff at Google, they show local results. They show local results when you search for SEO company.  Today, you all know, don't do it. So what does the world look like when Google starts understanding how we feel about the results that we found? How does the world look when Google understands that behavior? Feels like this when you find great content, doesn't it? Oh, I found the thing that actually solves my problem. So that was the first thing that I saw, and I went, mm, okay. Then the second thing that I saw that I cannot disclose with a whole lot of detail and I apologize, it's not really my style, but the company I will be talking about could own me in two seconds if I mention their name. So let's just say this. They basically built the industry. They built the industry. They're the first people to come out with this word that everybody uses. It search for hundreds of thousands of times a month, and they were ranked number 20 for it, and they were pissed. 10 times the brand, 10 times the history, 10 times the content, 10 times the links. Ranked 20. Hired one search agency, fired.  And then we fought them for eight months, and we said, look at what Google's showing. Google has learned something about the right answer for this query, and it's not selling people on what you do, it's educating them. We believe that Google is artificially suppressing your rankings algorithmically because the user signals are showing them that you are the wrong answer. There is no amount of links you can build or no amount of content you can produce that's gonna overcome the fact that you're a disappointment. I'm gonna skip through that. So speaking of disappointing things, I search for my name all the time, and when I search for my name, I end up seeing models show up one day in the suggested results. The freak, look at me, I'm a search guy, and search guys ain't models. So all of a sudden, people started looking for something different when they searched for my name, and when they clicked on the image results that Google started showing, this is what they got. That looked like a model's body to you. So think about it, if you were looking for Will Reynolds model, and you saw this guy with these freaking awesome man boobs, would you be like, yes, you have solved my problem?  I'm still here. See, the thing is that I was a massive disappointment to most people searching for that word. So what that meant is Google started seeing that disappointment, and when they saw that disappointment, they said, well, ooh, why is it that people are more satisfied when they search for Will Reynolds model, and then click on images of this little skinny white dude? See, the computers were telling them, this is a better result, so then Google said, why should we make people have to modify their search three and four and five times when we actually can run machine learning on this and see where they ultimately end up where they have the best experience? So today, if you search for me, you will find that about half of the results are him because he's a better answer, and I expect to lose traffic from image search because of this, and that's okay because none of you have ever decided to work with Seer because of my lovely naked body. If you did, that's weird, and I'm married. So when the computers learn what disappointment is looking like, and Google can find that out, and in 24 hours, what are you currently doing that's open for that risk? Overall, you know what? The web is a disappointing place. I recently was doing some research for a client, searched for this word. The number one result said, well, the cost for this can be between $1,000 and $5,000 a month, all right?  If you live in the same zip code, and you have $1,000, you get two brick walls and a bad freaking closet door. That's all you get. So when a piece of content says, even though it ranks number one, you could be between $5,000 and $1,000? That is not helpful. So maybe a better piece of content would ask, how much are you looking to spend? And then based on that, I might actually give you different recommendations. What about location? Five grand gets you that baller place in Philly. Five grand gets you this in New York. So that content isn't helping anybody. And I believe that content that does not guide the user to their ultimate destination is highly disruptible. And I wanna build as much of that content as possible. Let me show you more disappointment across the web. I was looking for Looker. I was looking for their pricing. I clicked on their paid search ad. If you can find pricing here, I'll give you $500. Didn't think so. They paid a disappointment. I clicked on the next result from Insight Squared.  Nah, we're gonna tell you that they have graphs and charts. Nah, really? Paid for that disappointment. The third result, so this time I read the description and I go, okay, pricing? Great, it's giving me all the stuff that I think that I need.  People are paying to not give me what I'm asking for. That's disappointment. But if you're willing to pay for it, Google will let you do that all day because that's how they build self-driving cars is on bad PPC marketers money.  Hey, remember we didn't give you that pricing? Still here trying to get you in the funnel. And then they set up ToutApp and then they scale talking to me like they actually care. And then I go out and I start talking about Tableau and I get engagement and I'm an influencer, remember? And they never ever responded. They could have just said good luck and given me a thumbs up. Nah, we didn't do that.  This is the problem with scale in business.  And we feel it. And this is why the web is a disappointing place. Hopefully this is the room that's gonna start fixing it cause I need some brave marketers in here. What's interesting though is when you're not willing to pay for it, Google makes you earn it by actually answering the freaking question. So then I looked at the Montclair SaaS 250 list and I looked at the, and we did some analysis on this list of the top 250 SaaS companies. Only 23% had pricing pages, disruptible. 52%, over half of them, ranked a demo or contact page when I searched for their brand and the word pricing. Disappointed. 27% of them showed answer boxes. So 27% of these 250 companies when I searched for their brand and the word pricing answer boxes showed up. One answer to that query. The sad part is over 83% of those one box answers were not the companies themselves. Let me show you what this actually looks like. I wanted to know what namely costs. I was doing some research in HR. Notice the top answer, somebody else. The top four results aren't even the brand. Google is not gonna let you rank when you consistently disappoint people and as the machines get more data they're gonna get smarter at knowing that you should not rank unless you change the way that you serve up your content to help people. Interesting example here, HubSpot. HubSpot ranks for the word best CRM software and what I've seen about best queries is people type in best because they want guidance, not because they want companies typically. So how did HubSpot rank? Because HubSpot built a page that compared them to their competitors and you know why we all love HubSpot and why HubSpot builds so much trust with us? Because they rated themselves second. How many of you work in a company right now or if you actually thought you were the second best answer to that customer, you're willing to freaking say it on your own website?  You're never gonna beat HubSpot because they're willing to do stuff like this while you're begging to do anything even close to this.  I see you, I own you too.  I don't know where my brave marketers are in the house today, but man, we need a couple of you to help me and other folks try to lead the way on like how can we get better at helping our clients to see the reality that I'm showing you today? This is all, this is irrefutable. This is stuff I'm just saying, right? So when you think of disruptive change, it's never hidden from us.  The problem is, is we as people don't want to handle the conflict. We don't want to handle the reality that that provokes. When you go, well, what does that mean if all my content is crap and not solving people's problems? Let me just put my head in the sand. By the time the company finds out, I'll be at a new job.  So what are we to do? Simple, start by listening, watching and learning from your customers. So what we do at Sierra, we're starting to do, we have very few clients letting us do it, but man, this is the bet that I'm making on the future. We watch people go through search results. When we ask them, hey, I want to see you solve this problem starting at Google, how would you do it? And then they start going through results and they click on things and we ask them questions and we understand their why. You might say, well, we do surveys. Surveys aren't good enough. I'm gonna tell you why. The woman who did this click behavior, when you listen to her, the first thing she said is, when I'm comparing apps, I want recent information. I heard that out of her mouth. So if you asked her in a survey, do you want recent information? She said, yes, that's my number one thing. But then I watched her skip over all the stuff that was more recent to click on something that was in position number five.  She didn't even see the dates. We do, because we're marketing people who spend all day on Google. She looks where she clicks. And when you look at the title tag, 2016 is in there, where's the year and all the other ones? So she skipped them. Watching people go through the search results makes you a better marketer instantaneously. I don't have time to talk about this. Google Clay Christensen and selling milkshakes. You'll hear all about it, but I wanna make sure I've got time. I took up some of my time to shout out, ran and become a blubbery mess. But what he found out, Clay Christensen found out is that most milkshakes are bought between eight and eight 30 in the morning. And when McDonald's was asking people, well, how can we sell you more milkshakes? They adjusted pricing. They asked them, hey, do you want more thickness? Do you want different flavors? And people answered those questions. And McDonald's ran out and did those things and got no sales. The team at Clay Christensen worked with at McDonald's allowed them to observe behavior. And what they observed is that most people that bought milkshakes did them at eight to eight 30 in the morning. Why? You wanted something to drink in your car ride that lasted the entire commute. Almost everybody who bought a milkshake at eight to eight 30 in the morning was driving. What was the job that a milkshake was there to do? To take up your commute. Which meant that milkshakes at McDonald's didn't compete with milkshakes at Burger King. It competed with donuts. It competed with bagels. Really interesting. It's a four minute video. You watch it. Whoever's running the Twitter handle for seer, tweet that out. It's awesome. Watch it later. Or if you're bored, watch it now. Personas. I got personas' wills, so I'm people focused. Anybody here ever hang out with Sample Sally? Hey, Sample Sally, how you doing girl? Yeah, ooh girl, we had a good time at the club last night, Sample Sally. Anybody here skew female?  So the problem with personas is they're not people. I've never heard Sample Sally say, hey, I'm having a really hard time finding Namely's pricing. Here's a video that I'm gonna show you guys of what it sounds like when we're going through search results with people. It's a little low. So hopefully we can turn it up a little bit. This is another one that I usually look at. She skipped over the first four results and the switch snippet. Clicked on PC mag. Just because I like how it... Listen. I like how it lays out like your comparisons. It's easy to read at a glance and then if I wanna know more, I can go to do research on it. This is what we're missing. She goes, I like it for these reasons. Now think about it. If you started asking people that, might you be able to build the content that not only ranked well, but also solved their problem better, which would protect you from the 24 hour bug coming of Google throwing machine learning on your keyword and then you're not ranking because you're not solving people's problem. Have to listen to people. Here's another one that I wanna show you of another user looking to go through a moving process. This video? I know what it took for a four minute video. You see her frustration? You hear that? I don't have time for a four minute video. She's frustrated. When you're frustrated, what do you do? You hit the back button. You do that enough and do another search. I've already shown you the reality that Google will start to suppress your rankings in certain verticals. Just a matter of them getting enough data to feel confident to knock you out of the top results. I think this is a competitive advantage. Let me give you an example of how much of a competitive advantage it is. So we work with a client who is in the space of people by rent-to-own electronics.  Typical tools we use, look for seasonality and blah, blah, blah. When we talked to people we found out two things. A woman who went through a divorce recently was like my husband managed all of my bills. So therefore I never built my credit. So I'm using this rent-to-own company to establish my credit. Instantaneous empathy. When my team is doing optimization or keyword strategy or content strategy they remember her voice. They remember her pain and her why. And now they have a mission to go help solve that. It's not sample Sally that I can just put away in my drawer. When you hear someone's pain you never forget it. Every time you see that keyword my team sees the why because we've asked them why. The grandmother who said to us I'm on a fixed income. I only get a certain amount of money every month so I need to spread those payments out over time so I can have an iPad for my grandson. Oh, I would have never come up with that. Sorry Maz, the tools are awesome. But they don't tell me that this is a grandmother who's looking for installment payments for her grandson's Christmas gift. And it's not really their job to show me that. It's our job as marketers to get to know people. All right, and it keeps skipping through. So you look at this beautiful deck. We have a decking client. And we're trying to figure out what makes people buy composite decking? Splinters! Splinters are why people buy composite decks. I would have never come up with that. Most tools that you use if you typed in composite decking are never gonna tell you. Related searches are splinters. But when we talk to actual people, almost all of them, seven out of 10 were like, I got a damn splinter. And that's what made me be like, I need a new deck. And we're like, okay, so then what's our client's role for this query that none of regular marketers would ever go after? This is the zero moment of truth. Oh, I'm walking across, getting ready to pick up my son.  Hey, are you looking for a new deck? Maybe a little bit aggressive. But you search for that query. I know a little bit more about what you're likely to search for two or three weeks from now, unless you're just one of those sadomasochistic people that like getting freaking splinters in your foot. So we're ignoring the people that are searching. It's so simple, but so few of us are doing it, talking to the actual people. You have to get good at asking questions, questions like these. When you're watching somebody go through a set of search results, why did you click on this? Why didn't you? What can make this better? You start actually getting, it'd be like being able to log in to a heat mapping tool for your competitors.  Which gives you a much stronger road map on how to actually solve people's problems. I'm a big believer in guidance over content.  The minute your dog does that, right? Are you like, man, I really want some content today. I hope I got some content marketing done well. You're like, I gotta fix my screen door, man. My dog just busted through. Anybody ever go to like Home Depot, or Lowe's, or wherever you go to try to figure out what screen to buy? It is a nightmare trying to figure that out. And the reason why we were able to find that out is because our team members actually got the permission from our client to go to Home Depot and look at their product on the shelves. And to ask associates, what kind of things do people ask? And the associates are telling you all of those things that people get confused by when they're picking up the boxes and trying to read them. And they're going, well, what about this? And do I have a that? And do I have a this? So what we build for that client is this. A guide. Are you gonna use the screen? Oh, I needed to know that. Do you have pets? Well, yes, I do. Is visibility important to you? Do you need protection from the sun? Nah. And then it says, great, here you go. This is the path that so many people have to do eight or 12 different queries to ultimately find the right answer. Guidance is what people want. And I wanna say thank you to Christian Williams sitting right up here. It's a company that just does wire mesh in Tuscaloosa, Alabama. This isn't Nike, but they enable us and they allowed me to show this. So I wanna shout him out for thanking him for letting me show you some of the work that we're doing. Great clients enable great agencies. You need people who are like, yes, we wanna actually solve people's problems versus just keep getting them in the funnel, Will. Who cares? Get them in the funnel, get them in the funnel.  I'm sorry, some people might not like me for it, but I don't need to make new friends so I don't really care very much.  Oh, we did this thing and whoop, and then wham, nothing. It's like doing drugs. Oh my God, it's amazing. Oh man, I need another hit. That content for that, how to pick the right wire. I think that has a chance to solve that problem for years because it is something that guides people to the right answer. I don't need to write a funny, let me just go to whatever the site is and make some really cool videos of dogs running through freaking the wire in the mesh, stop it.  I don't wanna be in that business. I wanna be in the business that when I go to bed at night and put my head on the pillow, I feel that we have worked so hard to try to help somebody who was lost find an answer to their freaking problem. Dogs have been running through screens for years, way before Buzzfeed came out.  I wanna help people that are sitting in Home Depot like what do I do next? That's what gives me satisfaction in my job. I don't care if it gets one link or not. There's no excuses for this people.  How did I find out about the splinters? Rob Bucci, he's speaking next. Shawna Huber, anybody here know Shawn? Great Seattle SEO, works at Alaska. He's not able to make it. You can ask people and they're willing to sit on the phone with you and help you do better. All right, so now I've got to get you through some of the cool stuff I've been working on to do some of this at scale. I want you to start looking at the bottom of the search results through a different lens of intent.  When I look at the bottom of that search result, best brand's basics. This is what people were looking for. That should influence the content that you build. I'm gonna skip through this because I wanna make sure I get to this stuff. So the first tool I love to use is stat because they're the only tool that I know that lets me kick out all the people also asks and all the related searches at scale. So I can put in 10,000 words and get all the people also asks for them. I get all the related searches for them and I'm gonna show you two things that I'm doing. So one of them is I'm just pivoting on which sites are showing up the most for all these queries that I care about as a one box answer. Those are the trusted sites. Those are the sites that your customer will end up on at some point in their journey. So until you can make that content yourself, go out to the AdWords planner, display planner, find out what sites are in the GDN, buy those ads, get in those websites' newsletters, maybe swap pixels with them, do native because you know that those are the one box answers which means people are gonna be clicking on them when they're searching for the words that you care about and you can't produce all this content overnight. So go to the places where they're naturally gonna already be. Another thing that I love to do, taking paid search search query reports. So if you're in this room and if I were to ask you if you could get a search query report out of your AdWords and you can't do it in less than five minutes because you don't know how to do it, you need to change the way you do your job and I'm gonna show you why. We go, oh, well, Google no longer gives us not provided.   So if you take a search query report with conversions in it, now we can talk money instead of other BS metrics like traffic and links. Get the things that are making people money out of the search query report and then just do a word cloud. This is an actual client who runs an app. Biggest word, best. What is that? Guidance. Hey client, you're actually getting conversions off of the word best. Are we landing people on something that gives them guidance? Not really. Okay, well what that means is we're gonna have to pay for that keyword forever because we're not building the content that like HubSpot did to make sure that we can rank for best queries. But then when I show them how much money they're spending on it and how much money they're making on it in paid, they go, maybe we can build that content because you're making a case that I can take to my CEO. You take to the CEO, hey we're gonna build this thing, it's gonna give us a lot of links. They're going, what does that do for me? I don't report up to the board on that. Rand, do you report to the board on links? Of course he does.  Let's go back. People's why is all over your search query report. This is a photo editing app. Let me show you that by just word clouding it, what I saw, see the word skinny? Why are people searching for the word skinny when they're looking for photo editing apps? Oh, see the word wrinkle and airbrushing and slimming and eyes and tan and whiten? That's your why. Is my meta description saying, girl you don't look skinnier after you use this app? Or is it saying photo editing app for all your photo editing needs? We're the best. People's why is buried in search query reports. If you don't go looking for it, you're missing out on their why. The problem with best is I don't trust the business to ever tell me who's the best. I trust the business to say, we're the best. You ain't DJ Khaled, you're not the freaking best. Sorry, I don't know if DJ Khaled references go over well in Seattle. People want reviews and Google gets that which is why Google suppresses rankings. You search for photo editing app. Notice that Google's not willing to actually, through that bar at the top, most people don't click on them. We've actually talked to people and watched them go through the results. They usually skip over them. Even on the mobile, especially on the mobile, where it shows apps that you can just click and install right from the app store. People don't click on those. But notice that Google ranks nothing but best, best, best, best, best. But people don't have to write the word best. When I see best showing up in my search query report that much, I go, oh, a lot of people at some point are searching for best. That gives me part of their intent.  These are the sites that I might need to advertise on or partner with until I can build the content to outrank them all. Another thing I love to do for my e-com SEOs, this has been fun. So pay attention. I'm using this tool FeedCheck, which is in the slides. It's not great, but it does the job on things on Amazon that have low numbers of reviews. And I exported all the reviews for this company, Lisa, in the mattress space and I took all of their one and two star reviews. I put them in the word cloud and saw the word firm. But the problem with the word firm is I have no context on that word. Is it too firm or not firm enough? You don't know that with the word cloud. So what do you do? You use an Ngram analyzer. Thank you, Ethan, your own vacation. But wherever you are, Ethan, in Paris, thank you for showing this to me because now I'm a little bit better of a marketer. So I dropped in all the low reviews, clicked on try grams or buy grams that show a certain amount of times and then it starts to give me this.   I have no idea what that means. None, but let me show you what it did for me. Salvation Army, hmm. Why is the Salvation Army showing up in all these bad, only four bad reviews, but when it does, it's like a really bad review. All right, let's read this out loud. To return this product is a nightmare. They don't take it back. Instead, they want you to donate to a charity like Salvation Army. This person down here goes, you can schedule every day and take off of work and they just never come. So if I'm competing with this company and people are searching for my brand name versus their brand name, can you imagine the ad I'm gonna put up? Make sure you check the return policy. Hope you live near a Salvation Army question mark. You're like, what is that? Scraping reviews. Do better marketing, hit people's why. You can also take the five-star reviews and be a little more positive because I'm a devilish kind of guy. So you can be more positive and look at things like this. So now you can look at your meta descriptions and you know what? I am sitting here telling you today, I've already presented it to the death so I'm not presenting it today. I have gotten as high as a 307% increase on my click-through rate without my rankings ever going up for a piece of content by just altering the title and description to sound more like what people actually want. Three times the traffic, no increase in rankings people, it is possible. But you have to understand people's why. Now that was an anomaly but that is the highest improvement I've seen to date at Sear when we've tested that. 307% increase to a page because now I'm gonna talk about how you feel in the morning, right? Oh, I wasn't talking about that before. Before I was like, our mattress is great. I'm gonna talk about how you feel or your relationship with your husband. And wife's a little bit lower, right? So I can see maybe there's a little bit of a skew here more towards women buying or maybe women are more likely to review than men. How it compares to memory foam. Do you see how I'm taking all the five-star reviews and saying, this is what people love about us.  And I'm able to get more clicks from the same ranking by talking to people about how they'll feel in the morning or to the fact that their wife is gonna or their husband's gonna roll over and be like, oh my God, sweetie, I just had the best night of sleep ever. That's what we want. Something else that I found by extracting out a stat. Search, related searches. People search differently by region. A lot of people are like, yeah, I know that. All right, slow down. So we looked at senior living facilities in California. And you see three things that I've highlighted. Atria, Cyprus, and Oakmont. Those were the brands that Google saw as highly related to the phrase assisted living facility. In that zip code. So when my client says to me, these are my competitors in this zip code, I go, okay. But when Google, we looked at all these different keywords that you wanna rank for generically. In that zip code, Google showed me slightly different competitor names showing up. Might we wanna look at both of these? Because a lot of people searching for that, Google's saying they're likely to search for those brands. This also shows you where you're not in the brand consideration set. Oh, okay, maybe we gotta do some more offline? Maybe, let's try it in that city. And see if we can get our name to show up there more as a related search, which is a signal to Google that we're more correlated with the word that we ultimately wanna rank for. Make sense? Good, all right. It's Kate Morris here. I saw you sitting in the front yesterday, Kate. I'm not sure if you're still here. Kate, where you at? There you are, you're from Austin, right? Hook'em horns or whatever you guys do down there.  Nothing, I know nothing. But great keyword research can help you to minimize your bias. So when I took for my client who's in Austin and I dropped in these words in an Austin zip code and I looked at the related searches, two things showed up I wanna share with you. North and South. I'm like, why are the words North and South showing up so much in related searches? Kate, I guess that North and South Austin are pretty far apart? Yes. Do you see how I don't know squat about Austin? But by doing keyword research and looking at the related searches, I knew what she knows, cause she lives there? That's what great keyword research is about. And by looking at all the words that matter to them by zip code, I can start to tell what mattered most in those, to those people individually. Now if my client is in South Austin, maybe I go adjust your bids for the people searching for this in South Austin, but the people in North Austin adjust those down a little bit. Cause I don't think you're actually gonna have a chance to convert those people. Cause with the, and I can do this at scale. Because that is amazing. The other thing is Medicaid. When I get to learn the client's business, they go, Medicaid people aren't really good for us. It's not a good, we don't get a good conversion rate. And I go, well, Google says, for some reason in Austin, I'm getting a lot more Medicaid searches along with this core keyword. Maybe we should test something there to try to either find a way to better convert those people or to not bid as much for those people because there's a little bit of a difference in how they search than the others zip code I showed which doesn't show anything related to Medicaid. Once you get a high ranking, the job almost just starts in my opinion. So we have a client that we're working with, Laura Cain. Woohoo, thank you Laura. Thanks for getting this for me for my slides. Where we actually stopped. So the client already had all these great rankings for this keyword. We didn't do squat to really help them to rank better. But then we said, okay, well you already ranked for this keyword. That's great, you're number two for this word. But then we said, well that's even more important for us to talk to people about. Cause you already have valuable real estate that's driving you a ton of traffic. Let's actually interview people and ask them what they would do to improve this content. See the other thing that Perna was talking about the other day about like building your brand and what it allows you to do. When people like your brand, they're willing to get on the phone with you and tell you how to improve your content. So they said, yeah, we'll jump on the phone. And time and time again they said, hey, have you improved this and this and this and that? And all of a sudden our trajectory of traffic started increasing like crazy. And I've already checked the conversions. They follow the exact same trajectory. Actually a slightly higher trajectory because we incorporated things into the content that people told me, oh, I wish it had this because I always go to this other site to solve this problem. We go, well, if we added this here, you wouldn't need to go there. They're like, absolutely, because I really like this one better. This is where I go to first. Thank you. You can improve conversion rates as well when you talk to customers. That's also the holy grail.  So now you're saying, client, I don't just want you to invest in me talking to people so I can get you more traffic. If I hear how your content is and isn't solving problems, I can protect that ranking for the long haul so the machine learning someday doesn't kick you out. First of all, the other thing you can do is you can actually get the more conversions from the work they're putting in. Satisfied searchers leave a very, very, very strong fingerprint and Google is learning that fingerprint better than ever. Let me show you an example of what we're doing at Sears.  So you don't have to wait. There I am. That's the right Will Reynolds right there. Maybe I should take my shirt off in the next one. Feeling this content? We are currently testing. How much stronger can we build trust in Google's eyes by helping the user? What we looked at was the related searches for SEM Rush guide keywords. A lot of people that are searching for SEM Rush and SEM Rush guide are comparing them to Moz. So we said, okay, well why don't we find the best SEM Rush to Moz comparison on the web and we're linking off of our own site? See, when I ask you to be brave, I'm asking you that if you're truly gonna be on this journey with me, you have to be willing to link somebody to another site that answers the question better than you do if you're truly about solving their problem. And if you work somewhere where you go, I'm not gonna do that. Why am I gonna send people off to my competitor's site? Well, because they answer the question better than you. Make the content or help the customer. Are you willing to do that? I don't have enough data on this just yet. It's so statistically insignificant, it's ridiculous. So once I get more data, I will share this with everybody in some kind of a blog post. But two of the three links here go to other websites. I can also track how people react to those if they come back to my site. Was it truly a good answer? I'm gonna start to figure out what kind of signals might I be sending to Google? All right, I'm gonna show you a few other things that are possible when you think of guidance over guides. This is a $200,000 house in Philadelphia. This is a $1.2 million house in that zip code in Philadelphia with its really nice kitchen and all that lovely crap. This is a Range Rover going through mud. Because this is what you do in a Range Rover.  And the mirrors on your Range Rover actually tell you how deep the water is that you're going through. Why does Range Rover advertise this way when the average person is just at Whole Foods putting groceries in the back of their freaking Range Rover? Because they understand people. I wanna feel like my car can go through three feet of water but oh, my Jimmy Chews are gonna get wet.  I think it's absolutely hilarious. But it shows us the life we want to be, not the life we actually freaking live.  When's the last time you took it through three feet of water? Never. When you decide to build guides or things that help people solve problems, I wanna show you how you can connect SEO and PPC. So Google's organically is always gonna, not always, but more than likely is gonna rank the helpful shit, right?  So let's say that you have an office space calculator. I'm moving into a new office in San Diego. I end up on sites like these. Because I'm trying to figure out how much space do I need?  Because you're trying to project your growth, and if we don't hit it, we have all this extra space, it's a very stressful time. So when a company shows up to give me guidance and I can put in how many different things that I want, there's something that you can do where you can negative out audiences who are searching for office keywords later because, oh, you know what, you only have one executive office? If I know my customer well, I know a lot of them have five or more. So when I build a tool like this, I can negative out all the people searching for office keywords who don't fit my target demographic. But then I can juice my bids up for people who put in larger numbers. It's a great way to take organic content that truly helps users, and you want it to be interactive so you can trigger events out of all the different things they're clicking on out of GA. If somebody puts in 20 executive offices, they are a whale. I want to put them in a different audience. I want to market to them differently. I might want to have somebody jump on the phone with them really quickly. If you've invested in building amazing content already, now's a time for you to invest in ways to make it more guidance driven so you can aggregate all those little things about your customer. Oh, and then you can create lookalike audiences all for the people who constantly look like that so you can make your marketing better and make those organic assets help you in saving money on paid. Another example, this company, this website, this client of ours, they have a dropdown here that says, are you affiliated with the military? They have coded that dropdown to basically create two different events. If you say you are affiliated with the military, instead of me doing dumb retargeting, I'm now able to do smarter retargeting with ads that are more military based and speak to how the military buyer might be interested in online education, which is very different. Those ads can say, hey, continue your journey while you're deployed. Now, you would never say that to the average user, but if you already have a form and you can put event triggers on these and put people in separate audiences, your remarketing can become much smarter and then we do what we all do, which is, oh my God, they're talking to me. They understand me. This is freaking dope. I didn't even know people in my company were doing this until they showed it to me. They're like, we didn't realize it was a big deal.  I did not know this. So in GA, you can build a custom set, you can build a custom dimension that is a secondary dimension. This is for a client of ours. So what we basically, their name's not here, good. So they have a commercial side of their business and the residential side of their business. The problem is a lot of their keywords are broad. So we don't know who's who, but what we've done is we've created a cookie that adds a factor of one to your score in this custom secondary dimension. So what happens is people who are, excuse me, people who are residential look totally different than commercial users. They never really visit the same pages. So when you have disambiguation with the query where you're not sure who that person is, you can actually score every other page that they visit, put it into a custom cookie, and then you can target people based on, okay, if somebody's residential and they've hit the residential pages or the pages I see high value more than three times and their score is over a five, I'm adjusting all my bids up by 20% for the next two weeks because I know that they're more likely to convert then. This is why you've got to take your current, all this hustle, all this building 10x content, you start putting event triggers on all this stuff, you will save your company so much money and wasted PPC spend, unless you really just enjoy giving it to Google so they can buy their employees free lunches. I love Google, but you know, I don't want to give you guys any more free lunches.  When you build amazing content, you have a chance to then use all those different things to remark it to people differently throughout their journey. Just be a little bit smart about it. All the things you can do that I've talked about, this is how you start to make the case for doing great organic content that truly solves people's problems. I think we can all agree to this. Google is not getting any dumber. I just showed you that in 24 hours, the machines did a better job than like 50 people working on something for 10 years, 24 hours, what is your 24 hour moment? Where Google makes a change and all of a sudden, you're like, oh snap, where are all my rankings? And are you gonna start trying to do this stuff when all your rankings are gone, when you're under pressure? I hope you're ready for this. I'm seeing it coming in drips and drabs and as the machines get more data, they get smarter about what recommendations to make. And I think when I look out at all of you, I think that we've got a chance as a group to say that we're not just, I don't even know what the word I want to use. I don't want to call myself an SEO anymore. I feel more like a concierge for the web. When you are lost as a customer looking for anything, we're gonna be the people to guide you to the best answer on the web, whether it's on my site or not. And I know that's very altruistic, so of course we have to be a little bit marketary about it.  Thank you so much, thank you, Rand. This has been an amazing six-year run for me up here. Thank you so much and thank you for your time. I appreciate it. Thank you. Thank you.


My name is Ha Viet Quan. I am from Vietnam. I did my study about public policy and anthropology at the Australian National University in Canberra. There are actually many opportunities that you can meet new friends and people from different countries. You just go to study in Australia. In my university in particular, you can see many people from different countries as well. I had a lot of great experience travelling around Australia, and one of the best is driving through Nanlaborg. I drove from Canberra to Perth, seeing spectacular views of different colours, different kinds. You've ever seen Nanlaborg names and stuff. That's the best part of my memory about Australia. The best thing about the Australian National University is the quality of education. The multicultural environment. And I have a chance to study at one of the best universities in the world, the top 20. I am so happy with my decision to study in Australia because studying here, bringing me a lot of new experience, new knowledge and a new perspective about the world, about myself, about my family, about my home countries. As well as Australia. I would strongly recommend others to apply for an Australian award because it's one of the best scholarships that will engage you with quality of education and meeting the war.


Hi everyone, Joe for jazby's casebreaks.com coming at you with the random number block randomizer for Flawless 12, featuring this group of teams right here. That's how it works if you're not familiar with it. Big thanks to this group for making it happen. Appreciate you. And there are the numbers right there. Good luck. Let's roll it, randomize names and numbers three and a two, five times each. One, two, three, four, and five. And five, there you go. Five, Steven, down to Ed. All right, three and a two, five times for the numbers. One, two, three, four, and fifth and final time. After five, we got seven down to four. All right, Steven K with seven, Daniel with one, Matt with zero, Steve Locke with nine, Matt with six, Andrew with three, Daniel with two, Ed, eight, five, and four. Let's order these numerically. And coming up in the next video will be the break itself, jazby'scasebreaks.com. Bye-bye.