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Wikipedia and Beyond: Who REALLY Controls Your Company's Online Reputation? · Private Equity Data Guy

0:00
The
0:00
nice
0:00
thing
0:00
about
0:01
Wikipedia
0:02
is
0:02
you
0:03
can
0:03
find
0:03
almost
0:04
always
0:04
something
0:05
to
0:05
edit
0:06
or
0:06
participate
0:07
in
0:07
that
0:07
matches
0:07
your
0:08
interest.
0:08
You
0:08
know,
0:09
why
0:09
should
0:09
businesses
0:09
care
0:09
about
0:10
Wikipedia
0:10
and
0:10
what
0:11
can
0:11
they
0:11
do
0:11
about
0:11
it?
0:11
Because
0:11
this
0:12
whole
0:13
verified
0:14
source
0:14
of
0:14
truth
0:14
or
0:15
alleged
0:15
source
0:15
of
0:15
truth
0:16
out
0:16
there.
0:16
Be
0:16
able
0:16
to
0:16
put
0:17
whatever
0:17
they
0:17
would
0:17
like
0:18
to
0:18
be
0:19
put
0:20
on
0:20
there
0:20
about
0:20
their
0:21
company.
0:22
Unfortunately,
0:24
it
0:24
doesn't
0:25
work
0:25
as
0:25
easily
0:26
as
0:26
people
0:26
would
0:27
like
0:27
it
0:27
to.
0:27
This
0:28
is
0:28
the
0:28
Scale
0:28
youe
0:29
Business
0:29
with
0:29
Data
0:30
podcast
0:30
with
0:31
Graham
0:31
Crawford
0:32
of
0:32
Crawford
0:32
Macmillan.
0:33
You're
0:33
now
0:33
listening
0:34
to
0:34
the
0:34
only
0:34
podcast
0:35
that
0:35
is
0:35
designed
0:36
from
0:36
the
0:36
ground
0:36
up
0:36
to
0:37
bring
0:37
you
0:37
insights
0:37
and
0:38
stories
0:38
from
0:38
real
0:39
data
0:39
experts.
0:40
You'll
0:40
learn
0:41
how
0:41
to
0:41
use
0:41
the
0:41
power
0:41
of
0:41
data
0:42
to
0:42
take
0:42
your
0:42
business
0:42
to
0:43
the
0:43
next
0:43
level.
0:43
With
0:44
Graham
0:44
and
0:44
his
0:45
guests,
0:45
they're
0:46
also
0:46
going
0:46
to
0:46
show
0:46
you
0:47
how
0:47
the
0:47
data
0:47
is
0:47
often
0:48
the
0:48
gold
0:48
hidden
0:48
in
0:49
plain
0:49
sight
0:49
and
0:49
how
0:50
it
0:50
will
0:50
unblock
0:51
the
0:51
road
0:51
to
0:51
growth
0:52
ahead.
0:52
With
0:52
the
0:53
clarity
0:53
of
0:53
vision
0:54
and
0:54
inspiring
0:54
leadership
0:55
of
0:55
change,
0:55
your
0:56
business
0:56
should
0:56
be
0:56
able
0:57
to
0:57
make
0:57
multimillion
0:58
dollar
0:58
decisions
0:59
in
0:59
minutes,
1:00
not
1:00
months.
1:01
So
1:01
let's
1:01
get
1:02
started.
1:02
Thanks
1:02
for
1:03
listening.
1:04
Welcome
1:04
to
1:04
the
1:04
show
1:04
everyone.
1:05
Welcome
1:05
back
1:05
to
1:06
Scale
1:06
your
1:06
Business
1:07
with
1:07
Data,
1:08
the
1:08
podcast.
1:09
So
1:09
today
1:09
I'm
1:10
very
1:10
excited
1:10
to
1:10
welcome
1:11
a
1:11
friend
1:11
of
1:11
mine,
1:11
Josh
1:11
Green,
1:12
who
1:12
is
1:12
the
1:12
CEO
1:12
and
1:13
founder
1:13
of
1:14
the
1:14
Mother
1:14
Group,
1:14
a
1:15
digital
1:15
marketing
1:15
agency
1:16
that
1:16
specializes
1:16
in
1:17
online
1:17
reputation
1:17
management,
1:18
SEO
1:19
and
1:19
Wikipedia
1:20
strategy.
1:21
Josh
1:21
has
1:21
got
1:21
over
1:21
two
1:22
decades
1:22
of
1:22
experience
1:22
working
1:23
with
1:23
Fortune
1:23
Hundred
1:23
companies,
1:24
Fortune
1:24
1000
1:25
companies,
1:26
nonprofits,
1:27
media
1:28
channels,
1:28
just
1:29
about
1:29
everyone.
1:29
And
1:29
Josh
1:30
has
1:30
become
1:31
in
1:31
that
1:31
time,
1:31
a
1:32
leading
1:32
voice
1:32
in
1:33
helping
1:33
businesses
1:34
strategically
1:34
manage
1:35
their
1:35
digital
1:35
footprint.
1:36
He's
1:36
the
1:36
author
1:37
of
1:37
the
1:37
incredible
1:38
book
1:38
Wikipedia
1:38
for
1:39
Business
1:39
2025
1:40
get
1:40
yout
1:40
Copy
1:41
Today
1:41
and
1:41
regularly
1:42
shares
1:42
insights
1:43
on
1:43
how
1:43
companies
1:43
can
1:44
leverage
1:44
online
1:44
information
1:45
to
1:45
build
1:46
authority
1:46
in
1:46
an
1:47
increasingly
1:47
AI
1:48
driven
1:48
landscape.
1:49
So
1:49
surprise,
1:49
surprise,
1:50
AI
1:50
is
1:50
on
1:50
the
1:50
agenda
1:51
again
1:51
today.
1:52
Josh,
1:52
it's
1:52
great
1:52
to
1:52
have
1:52
you
1:53
here
1:53
to
1:53
discuss
1:53
how
1:54
business
1:54
owners
1:55
can
1:55
turn
1:55
their
1:55
digital
1:56
data
1:56
into
1:56
into
1:57
a
1:57
strategic
1:57
advantage.
1:58
So
1:58
welcome
1:59
to
1:59
the
1:59
show.
2:00
Thanks
2:01
for
2:01
having
2:01
me
2:01
on,
2:01
Graham.
2:02
Great
2:02
to
2:03
be
2:03
here.
2:03
I've
2:03
seen
2:03
and
2:03
admired
2:04
your
2:04
stuff
2:04
for
2:04
a
2:04
long
2:04
time,
2:05
Josh,
2:05
so
2:05
it's
2:05
great
2:06
to
2:06
be
2:06
having
2:06
this
2:06
conversation
2:07
with
2:07
you
2:07
and
2:08
being
2:09
able
2:09
to
2:10
share
2:10
it
2:10
with
2:11
you.
2:11
So
2:12
I
2:13
have
2:14
been
2:14
lucky
2:14
to
2:14
be
2:14
educated
2:15
you
2:15
over
2:15
the
2:15
years
2:16
in
2:16
terms
2:16
of
2:16
Wikipedia
2:17
and
2:17
just
2:17
how
2:18
important
2:18
it
2:18
is
2:18
for
2:19
people's
2:19
online
2:20
reputation
2:20
and
2:21
just
2:21
how
2:21
important
2:21
it
2:21
is
2:22
as
2:22
a
2:23
data
2:23
source
2:23
and
2:23
one
2:24
of
2:24
the
2:24
Internet's
2:24
biggest
2:25
and
2:25
most
2:25
reliable
2:26
data
2:26
sources.
2:27
Can
2:27
you
2:27
help
2:28
fill
2:28
in
2:28
the
2:29
rest
2:29
of
2:29
the
2:29
crew
2:30
who
2:30
are
2:30
listening
2:31
on
2:31
just
2:31
why
2:31
Wikipedia
2:32
is
2:32
so
2:32
critical
2:32
for
2:33
businesses?
2:33
Yeah,
2:34
it
2:34
plays
2:34
just
2:34
an
2:35
absolutely
2:36
huge
2:36
role
2:36
in
2:37
defining
2:38
businesses
2:39
and
2:39
high
2:40
profile
2:40
individuals
2:42
online.
2:42
Not
2:43
just
2:43
because
2:43
Wikipedia
2:44
itself
2:44
is
2:44
one
2:45
of
2:45
the
2:45
top
2:45
10
2:46
most
2:46
visited
2:47
sites
2:48
online
2:49
and
2:49
very
2:50
trusted,
2:50
but
2:51
also
2:52
it
2:53
is
2:53
the
2:53
source
2:54
of
2:54
a
2:54
lot
2:54
of
2:54
information
2:55
that
2:55
other
2:56
sites
2:56
use.
2:56
And
2:58
we're
2:58
seeing
2:58
quite
2:59
a
2:59
bit,
2:59
and
2:59
I'm
2:59
sure
3:00
we'll
3:00
talk
3:00
about
3:00
it
3:00
today.
3:02
It
3:02
is
3:02
now
3:03
playing
3:04
a
3:04
huge
3:04
role
3:05
in
3:05
powering
3:05
all
3:06
the
3:06
large
3:06
language
3:07
models
3:07
that
3:07
are
3:07
behind
3:08
the
3:08
different
3:09
AI
3:10
engines
3:10
that
3:11
are
3:11
out
3:11
there.
3:11
So
3:12
you're
3:13
seeing,
3:13
I
3:14
think,
3:14
even
3:14
more
3:14
reliance
3:15
on
3:15
Wikipedia
3:16
as
3:16
there's
3:17
a
3:17
shortage
3:17
of
3:17
trusted
3:18
content
3:18
for
3:19
these
3:19
large
3:19
language
3:20
models.
3:21
Wikipedia
3:22
has,
3:23
to
3:23
its
3:23
credit,
3:24
managed
3:24
to
3:24
endure
3:25
over
3:25
20
3:25
years.
3:26
So
3:27
it's
3:27
gotten
3:27
woven
3:28
into
3:28
the
3:28
fabric
3:29
of
3:29
sort
3:30
of
3:30
the
3:30
online
3:30
information
3:31
that's
3:31
out
3:31
there.
3:32
So
3:32
it
3:32
plays
3:32
a
3:33
huge
3:33
role
3:33
at
3:33
the
3:33
moment.
3:34
And
3:35
what
3:35
is
3:35
it
3:35
about
3:35
Wikipedia,
3:36
like
3:36
what's
3:36
unique
3:37
about
3:37
Wikipedia
3:37
that
3:38
makes
3:38
it
3:38
so
3:38
valuable
3:39
as
3:39
a
3:39
trusted
3:40
source
3:40
not
3:40
only
3:40
in
3:41
the
3:41
past,
3:41
but
3:42
in
3:42
the
3:42
present
3:42
and
3:42
the
3:42
future
3:42
as
3:43
well?
3:43
Well,
3:43
I
3:43
think
3:44
a
3:44
large
3:44
element
3:45
is
3:45
just
3:46
the
3:46
human
3:46
curated
3:47
nature
3:47
of
3:47
it.
3:48
You're
3:48
not,
3:49
you're
3:49
not
3:49
relying
3:49
on
3:50
algorithms
3:50
and
3:51
there's
3:51
a
3:51
system
3:51
that
3:52
Wikipedia
3:53
has
3:53
put
3:54
in
3:54
place
3:55
that
3:56
at
3:56
the
3:56
very
3:56
least
3:57
is
3:57
transparent
3:58
and
3:59
also
3:59
has
4:00
a
4:00
lot
4:00
of
4:01
safeguards
4:02
built
4:03
into
4:03
it.
4:04
So
4:04
people
4:05
have
4:05
sort
4:05
of
4:05
come
4:06
to
4:06
know
4:06
that
4:07
to
4:08
validate
4:08
that
4:09
that's
4:09
really
4:10
useful
4:10
at
4:10
the
4:10
moment
4:11
because
4:11
it's
4:11
become
4:13
a
4:13
trusted
4:13
source
4:14
of
4:14
information.
4:14
That's
4:15
why
4:15
you'll
4:16
often
4:16
see
4:16
fights
4:17
about
4:17
it,
4:17
is
4:17
because
4:17
it
4:18
is
4:18
a
4:18
trusted
4:18
source
4:19
of
4:19
information.
4:19
So
4:20
people
4:20
care
4:20
a
4:20
lot
4:21
about
4:21
what
4:21
it's
4:21
saying
4:22
about
4:22
things.
4:22
It's
4:23
the
4:23
first
4:24
party,
4:24
genuine
4:25
high
4:25
authority
4:26
experience.
4:26
Right?
4:28
That's
4:28
why
4:28
people
4:28
are
4:29
valuing
4:29
it.
4:29
And
4:29
I
4:30
guess
4:30
in
4:30
the
4:30
world
4:30
of
4:30
AI,
4:31
there's
4:31
more
4:31
and
4:31
more
4:32
generated
4:32
content
4:32
out
4:33
there
4:33
that
4:33
actually
4:33
human
4:33
curated
4:34
content
4:34
is.
4:36
You
4:36
can
4:36
understand
4:36
why
4:37
that's
4:37
increasing
4:37
in
4:37
value
4:38
and
4:38
its
4:39
stock
4:39
is
4:39
rising.
4:40
Tell
4:40
me
4:40
a
4:40
bit
4:40
more
4:40
about
4:40
Wikipedia
4:41
editors.
4:42
Who's
4:42
doing
4:42
this?
4:42
Who
4:43
are
4:43
these
4:43
humans
4:43
in
4:43
the
4:43
loop
4:44
on
4:44
Wikipedia
4:45
and
4:45
what's
4:45
life
4:45
like
4:46
for
4:46
one
4:46
of
4:46
them?
4:47
Well,
4:47
I
4:47
mean,
4:47
there's
4:48
always
4:48
been
4:48
the
4:48
stereotypical
4:50
someone
4:50
in
4:50
their
4:51
basement
4:51
editing
4:51
Wikipedia,
4:52
but
4:52
what
4:53
it
4:53
really
4:53
is
4:54
is
4:54
people
4:54
who
4:55
are
4:55
interested
4:56
in
4:56
a
4:56
particular
4:57
topic
4:58
enough
4:59
so
4:59
that
4:59
they're
4:59
willing
5:00
to
5:00
volunteer
5:00
their
5:01
time
5:01
to
5:02
edit
5:02
and
5:03
try
5:03
and
5:03
make
5:03
sure
5:03
there's
5:04
accurate
5:04
information
5:05
out
5:05
there.
5:07
So
5:08
that
5:08
can
5:08
be
5:09
the
5:10
nice
5:10
thing
5:10
about
5:10
Wikipedia
5:11
is
5:12
you
5:12
can
5:13
find
5:13
almost
5:13
always
5:14
something
5:15
to
5:15
edit
5:16
or
5:16
participate
5:16
in
5:17
that
5:17
matches
5:17
your
5:17
interests.
5:18
For
5:18
example,
5:19
I
5:19
got
5:19
involved
5:20
in
5:20
Wikipedia
5:21
because
5:21
I
5:21
was
5:21
very
5:22
interested
5:22
in
5:22
track
5:23
and
5:23
field
5:24
and
5:25
thought
5:25
I
5:25
would,
5:26
you
5:26
know,
5:26
go
5:26
out
5:27
and
5:27
correct
5:27
something
5:28
on
5:28
the
5:28
Internet,
5:28
which
5:29
worked
5:30
out
5:30
as
5:30
well
5:30
as
5:30
you
5:31
would
5:31
expect,
5:31
but
5:32
that's
5:32
how
5:32
I
5:32
got
5:33
my
5:33
start
5:33
and
5:33
how.
5:34
How
5:34
I
5:34
think
5:35
a
5:35
lot
5:35
of
5:35
people
5:35
got
5:35
their
5:36
start.
5:37
So
5:37
you
5:37
have
5:37
people
5:38
editing
5:38
all
5:39
sorts
5:39
of
5:39
different
5:39
areas
5:39
of
5:40
interest.
5:40
And
5:40
the
5:41
nice
5:41
thing
5:41
is
5:41
it's
5:42
fairly
5:43
transparent,
5:44
so
5:44
you
5:45
can
5:46
learn
5:46
how
5:47
to
5:47
do
5:47
it
5:47
and
5:47
participate
5:48
if
5:48
you
5:48
want
5:48
to.
5:49
There's
5:49
no
5:49
central
5:50
authority
5:50
that
5:51
you
5:51
have
5:51
to,
5:53
you
5:53
know,
5:53
go
5:53
through
5:54
in
5:54
order
5:54
to
5:54
become
5:54
an
5:55
editor.
5:55
You
5:55
can
5:55
jump
5:56
right
5:56
in,
5:57
hopefully,
5:58
after
5:58
some
5:58
training
5:59
and
6:00
become
6:00
involved
6:00
in
6:01
the
6:01
editing
6:01
of
6:01
Wikipedia.
6:02
Now,
6:03
there
6:03
are,
6:03
you
6:03
know,
6:04
a
6:04
million
6:04
different
6:04
rules
6:05
that
6:05
you
6:05
need
6:05
to
6:06
follow,
6:06
but
6:06
there's
6:07
a
6:09
good
6:09
onboarding
6:10
process
6:10
if
6:11
that's
6:11
something
6:11
you
6:11
want
6:12
to
6:12
get
6:12
involved
6:12
in.
6:13
So,
6:14
you
6:14
know,
6:15
and
6:15
like
6:16
anything,
6:17
there
6:17
are
6:17
lots
6:17
of
6:18
different
6:18
motivations
6:18
for
6:19
people
6:19
to
6:19
get
6:19
involved
6:20
in
6:20
editing,
6:20
and
6:21
those
6:21
can
6:21
vary,
6:22
as
6:22
you
6:22
might
6:23
expect.
6:23
What
6:24
was
6:24
the
6:24
track
6:24
and
6:24
field
6:24
thing
6:25
you
6:25
were
6:25
trying
6:25
to
6:25
correct?
6:25
Were
6:25
you
6:26
trying
6:26
to
6:26
make
6:26
sure
6:26
your
6:26
high
6:26
school
6:27
honors
6:27
were
6:27
appropriately
6:28
represented
6:28
online?
6:29
I
6:29
don't
6:29
think
6:29
I
6:30
ever
6:30
did
6:30
quite
6:30
well
6:31
enough
6:31
to
6:31
have
6:31
a
6:31
Wikipedia
6:32
page
6:32
devoted
6:33
to
6:33
that,
6:33
but
6:34
was
6:34
a
6:35
big
6:35
fan
6:35
of
6:35
track
6:36
and
6:36
field
6:37
here
6:37
in
6:37
Northern
6:38
Virginia
6:38
and
6:38
was
6:39
just
6:39
trying
6:39
to
6:39
update
6:40
some
6:40
information
6:41
that,
6:41
like,
6:41
I
6:41
had
6:42
actually
6:42
been
6:42
to
6:44
track
6:44
meet.
6:44
So
6:45
I
6:45
was
6:45
like,
6:45
this
6:45
information
6:46
needs
6:46
to
6:46
be.
6:47
To
6:47
be
6:47
updated.
6:48
And
6:49
I
6:49
think,
6:50
like
6:50
many
6:50
people,
6:50
I
6:51
saw
6:51
an
6:51
edit
6:51
button
6:52
and
6:52
thought
6:52
it
6:52
would
6:52
be
6:53
relatively
6:53
simple.
6:54
And
6:54
of
6:55
course,
6:55
it
6:55
turned
6:55
out
6:55
to
6:56
be
6:56
considerably
6:56
more
6:57
complicated
6:57
than
6:57
that,
6:58
though.
6:58
What
6:58
happened?
6:58
Was
6:58
it
6:59
just
6:59
a
6:59
hard
6:59
interface,
7:00
or
7:00
did
7:00
you
7:00
put
7:00
the
7:01
wrong
7:01
thing
7:01
or
7:01
say
7:01
it
7:01
the
7:01
wrong
7:02
way?
7:02
Like,
7:02
what
7:02
went
7:02
wrong?
7:03
The
7:03
interface
7:03
isn't
7:04
that
7:04
bad,
7:05
and
7:05
it
7:05
certainly
7:05
improved
7:06
a
7:06
lot
7:06
in
7:06
the
7:06
last
7:07
decade
7:07
or
7:07
two.
7:08
It
7:09
was
7:09
more
7:09
than
7:09
just
7:10
rules
7:10
about
7:10
what
7:11
sources
7:11
are
7:12
actually
7:12
valid
7:13
on
7:13
Wikipedia.
7:15
And
7:15
I
7:15
think
7:15
your
7:16
initial
7:16
reaction
7:17
is,
7:17
I
7:17
know
7:18
something
7:18
is
7:19
demonstrably
7:20
inaccurate,
7:21
so
7:21
I
7:21
ought
7:21
to
7:22
just
7:22
be
7:22
able
7:22
to
7:22
fix
7:23
it.
7:23
But
7:23
there's
7:24
some
7:24
very
7:24
specific
7:25
rules
7:25
about
7:25
what
7:26
counts
7:26
as
7:26
an
7:26
actual
7:27
source
7:27
that
7:28
can
7:28
be
7:28
used
7:28
for
7:28
information.
7:30
That
7:30
can
7:30
really
7:31
be
7:31
jarring
7:31
the
7:32
first
7:32
time
7:32
people
7:32
run
7:33
into
7:33
that,
7:33
where
7:33
there's
7:36
something
7:36
they
7:36
know
7:37
has
7:37
happened.
7:37
And
7:38
trying
7:38
to
7:38
figure
7:38
out
7:38
how
7:39
to
7:39
actually
7:39
get
7:39
the
7:40
Wikipedia
7:40
community
7:41
to
7:41
accept
7:41
it
7:41
can
7:42
be
7:42
pretty
7:42
challenging.
7:43
I
7:43
share
7:43
your
7:44
passion
7:44
for
7:45
things
7:45
being
7:46
correct
7:46
on
7:46
the
7:46
Internet.
7:47
Absolutely
7:47
right.
7:47
Even
7:48
if
7:48
I
7:48
don't
7:48
show
7:48
you
7:48
energy
7:49
for
7:49
going
7:49
in
7:49
and
7:49
actually
7:50
correcting
7:50
it
7:50
myself,
7:53
as
7:53
you
7:53
say,
7:54
I'm
7:54
sure
7:54
the
7:55
process
7:55
is
7:56
there
7:57
are
7:57
some
7:57
unique
7:57
rules
7:57
and
7:57
nuances
8:01
to
8:01
navigate.
8:01
And
8:02
in
8:02
fact,
8:02
there's
8:03
a
8:03
couple
8:03
of
8:03
things
8:04
that
8:04
you
8:04
think
8:04
you've
8:04
mentioned
8:04
to
8:05
me
8:05
before.
8:06
Say
8:06
you
8:07
had
8:07
a
8:07
slightly
8:08
more
8:08
successful
8:08
high
8:08
school
8:09
Track
8:09
career.
8:09
And
8:09
you
8:09
were
8:10
going
8:10
to
8:10
go
8:10
in
8:10
and
8:10
there
8:10
was
8:10
a
8:10
Wikipedia
8:11
Wikipedia
8:11
page.
8:12
Like
8:12
you
8:12
couldn't
8:12
edit
8:12
your
8:12
own
8:13
page,
8:13
right?
8:13
Yeah,
8:14
that,
8:14
that's
8:14
one
8:14
of
8:14
the
8:15
rules
8:15
is
8:15
you're
8:15
not
8:16
supposed
8:16
to
8:16
edit
8:18
those
8:18
things.
8:18
And,
8:19
and
8:19
obviously
8:20
that
8:20
can
8:21
cause
8:21
a
8:21
lot
8:21
of
8:21
confusion
8:22
when
8:22
people
8:23
first
8:23
get
8:23
involved
8:24
because,
8:24
you
8:25
know,
8:25
your
8:25
general
8:26
thought
8:26
would
8:26
be
8:26
you
8:27
should
8:27
be
8:27
the
8:27
most
8:28
accurate
8:29
source
8:29
of
8:29
information
8:31
about
8:31
yourself.
8:32
But
8:32
Wikipedia
8:33
doesn't
8:33
approach
8:33
it
8:33
that
8:34
way.
8:34
They're
8:34
approaching
8:34
it
8:35
like
8:35
an
8:35
encyclopedia
8:36
where
8:36
everything
8:36
needs
8:37
to
8:37
be,
8:38
needs
8:38
to
8:38
be
8:38
verified.
8:39
And
8:39
then
8:39
the
8:39
same
8:39
is
8:39
true
8:40
for
8:40
businesses,
8:40
right?
8:41
So
8:41
if
8:42
you
8:42
have
8:42
a
8:42
business
8:42
and
8:42
your
8:42
business
8:43
has
8:43
a
8:43
Wikipedia
8:44
page,
8:44
then
8:45
the
8:45
rules
8:45
are
8:45
that
8:45
you
8:46
can't
8:46
edit
8:46
it.
8:46
So
8:47
you
8:47
can.
8:47
So
8:48
that
8:48
leads
8:48
on
8:49
really
8:49
nicely
8:49
to
8:49
my
8:49
next
8:50
question
8:50
of
8:50
like,
8:51
you
8:51
know,
8:51
why
8:51
should
8:52
businesses
8:52
care
8:52
about
8:52
Wikipedia
8:53
and
8:53
what
8:53
can
8:53
they
8:54
do
8:54
about
8:54
it?
8:54
Because
8:54
this
8:54
whole
8:56
verified
8:57
source
8:57
of
8:57
truth
8:57
or
8:57
alleged
8:58
source
8:58
of
8:58
truth
8:58
out
8:58
there,
8:59
you
8:59
know,
8:59
it
9:00
may
9:00
be
9:00
wrong,
9:00
maybe
9:01
not
9:01
in
9:02
places
9:02
it
9:02
might
9:02
not
9:02
highlight
9:03
the
9:03
things
9:03
that
9:03
the
9:04
business
9:04
owner
9:04
would
9:04
want
9:05
to
9:05
necessarily
9:06
highlight.
9:07
Why
9:07
should
9:08
business
9:08
owners
9:08
care
9:09
about
9:09
Wikipedia
9:10
and
9:10
what
9:10
can
9:10
they
9:10
do
9:11
about
9:11
it
9:11
if
9:11
they
9:11
don't
9:11
like
9:11
what's
9:12
on
9:12
there?
9:12
For
9:13
a
9:13
lot
9:13
of
9:13
the
9:13
reasons
9:14
we've
9:14
just
9:14
been
9:14
discussing,
9:15
because
9:16
it's
9:16
treated
9:17
as
9:17
a
9:17
trusted
9:17
source
9:18
of
9:18
truth.
9:18
So
9:19
oftentimes
9:19
what
9:20
people
9:20
assume
9:20
that
9:21
whatever
9:21
Wikipedia
9:22
has
9:22
to
9:22
say
9:22
about
9:23
you
9:23
is
9:24
in
9:24
fact
9:24
accurate.
9:25
And
9:26
because
9:26
it's
9:27
an
9:27
encyclopedia,
9:28
oftentimes
9:29
they'll
9:30
not
9:30
have
9:30
been
9:30
updated
9:31
information
9:31
your
9:32
company
9:32
may
9:32
have
9:33
changed,
9:34
you
9:34
know,
9:34
markets,
9:35
products,
9:36
things
9:36
like
9:36
that.
9:37
So
9:37
when
9:38
that's
9:38
powering
9:39
such
9:39
a
9:39
large
9:39
amount
9:40
of
9:40
information
9:40
online,
9:41
you
9:42
definitely
9:42
want
9:42
to
9:42
make
9:43
sure
9:43
it's,
9:43
it's
9:43
accurate
9:44
enough
9:44
to
9:45
date.
9:47
You
9:47
know,
9:47
the
9:47
challenge
9:48
is
9:49
that
9:50
there
9:51
are
9:51
a
9:51
lot
9:51
of
9:51
rules
9:52
about
9:52
that,
9:52
but
9:52
there
9:53
are
9:53
also
9:53
rules
9:53
in
9:53
how
9:54
you
9:54
can
9:54
suggest
9:54
changes
9:55
or
9:55
propose
9:56
changes
9:57
on
9:57
Wikipedia.
9:58
Every
9:58
Wikipedia
9:59
page
9:59
has
10:00
a
10:00
talk
10:00
page.
10:01
So
10:02
much
10:02
like
10:02
individual
10:03
editors
10:03
have
10:04
to
10:04
focus
10:04
on
10:04
what
10:05
the
10:05
rules
10:05
are
10:06
in
10:06
their
10:06
area,
10:08
a
10:08
company
10:09
oftentimes
10:10
needs
10:10
to
10:11
find
10:11
out
10:11
a
10:11
little
10:11
bit
10:12
of
10:12
what
10:12
the
10:12
rules
10:14
actually
10:14
are.
10:15
Again,
10:15
in
10:16
much
10:16
the
10:16
same
10:16
way
10:16
that
10:17
I
10:17
got
10:17
involved,
10:17
the
10:18
fact
10:18
there's
10:18
an
10:18
edit
10:19
button
10:19
on
10:19
every
10:20
page
10:20
can
10:21
change
10:21
the
10:21
dialogue
10:22
quite
10:22
a
10:22
bit.
10:23
Where
10:24
companies
10:26
think
10:26
that
10:26
there's
10:27
an
10:27
edit
10:27
button,
10:27
so
10:27
they
10:28
should
10:28
be
10:28
able
10:28
to
10:28
put
10:28
whatever
10:29
they
10:29
would
10:29
like
10:29
to
10:30
be
10:31
put
10:31
on
10:32
there
10:32
about
10:32
their
10:32
company.
10:33
Unfortunately,
10:35
you
10:35
know,
10:36
it
10:36
doesn't
10:36
work
10:37
as
10:37
easily
10:38
as
10:38
people
10:38
would
10:38
like
10:39
it
10:39
to.
10:40
And
10:40
that's
10:41
a
10:42
long
10:42
system
10:43
of
10:43
checks
10:43
and
10:43
balances
10:44
that
10:44
have
10:44
been
10:44
put
10:45
in
10:45
place
10:45
by
10:45
Wikipedia
10:46
that
10:46
generally
10:47
works
10:47
pretty
10:47
well.
10:48
But
10:48
when
10:48
you're
10:48
new
10:49
to
10:49
it
10:49
it's
10:49
frustrating
10:50
that
10:50
you
10:50
can't
10:50
just
10:51
update
10:51
the
10:51
information
10:52
that
10:52
you
10:52
want
10:52
to
10:52
update.
10:53
Yeah.
10:54
You
10:54
are
10:54
not
10:54
the
10:55
business
10:55
is
10:55
not
10:55
the
10:55
customer
10:56
of
10:56
Wikipedia.
10:56
Right.
10:57
And
10:57
that
10:58
neutrality
10:58
and
10:59
central
10:59
source
11:00
of
11:00
authority,
11:00
first
11:00
party
11:01
authority
11:01
is
11:01
what
11:01
makes
11:01
it
11:01
valuable.
11:05
And
11:05
the
11:05
domain
11:05
authority
11:06
is
11:06
what,
11:06
99,
11:06
98,
11:07
something
11:07
like
11:07
that
11:08
for
11:08
Wikipedia.
11:09
So
11:09
it's
11:10
a
11:10
really
11:10
trusted
11:11
source
11:11
by
11:11
Google
11:11
in
11:11
terms
11:12
of
11:12
search
11:12
engine
11:13
rankings.
11:13
So
11:13
likely
11:14
if
11:14
a
11:14
page
11:14
exists,
11:14
it's
11:15
going
11:15
to
11:15
appear
11:15
pretty
11:15
high
11:15
on
11:16
your
11:16
search
11:16
results.
11:17
It
11:17
will,
11:17
yes.
11:18
So
11:19
definitely
11:19
something
11:20
that
11:21
business
11:21
should
11:21
be
11:22
interested
11:23
in
11:23
and
11:24
something
11:25
I'm
11:25
sure
11:25
the
11:25
MOTHER
11:25
group
11:25
can
11:26
help
11:26
people
11:26
with
11:26
as
11:26
well.
11:28
I'll
11:29
put
11:29
the
11:29
plug
11:29
in
11:29
there
11:29
so
11:29
you
11:30
don't
11:30
have
11:30
to.
11:30
Let's
11:30
talk
11:30
a
11:31
little
11:31
bit
11:31
about
11:31
Google
11:31
search
11:32
results
11:32
because
11:32
I've
11:32
seen
11:32
those
11:33
change
11:33
in
11:33
the
11:33
last
11:34
six
11:34
months
11:34
to
11:34
a
11:34
year.
11:37
We'll
11:37
park
11:37
AI
11:37
for
11:37
now
11:38
and
11:38
get
11:38
back
11:38
to
11:38
AI.
11:38
But
11:38
Google
11:39
search
11:39
results
11:39
themselves
11:40
I've
11:41
seen
11:42
across
11:42
a
11:43
variety
11:43
of
11:43
topics,
11:44
a
11:44
number
11:44
of
11:44
websites
11:45
appearing
11:45
higher
11:46
up
11:46
in
11:47
the
11:47
search
11:47
rankings,
11:48
including
11:48
Wikipedia,
11:49
but
11:49
also
11:50
Quora
11:51
and
11:51
Reddit
11:52
as
11:52
well.
11:53
Why
11:53
are
11:53
we
11:53
seeing
11:53
this
11:53
phenomenon
11:54
from
11:54
Google?
11:55
What
11:55
you're
11:56
seeing
11:56
from
11:56
Google
11:56
is
11:57
trying
11:57
to
11:58
get
11:58
more
11:59
accurate
11:59
user
12:00
generated
12:01
content
12:01
into
12:01
the
12:02
search
12:02
results.
12:03
There
12:03
was
12:03
a
12:04
complaint
12:04
for
12:04
a
12:05
while
12:05
that
12:05
you
12:05
were
12:05
just
12:06
seeing
12:06
a
12:06
lot
12:06
of
12:07
corporate
12:07
information.
12:08
So
12:09
what
12:09
seems
12:09
to
12:10
have
12:10
happened
12:10
is,
12:10
is
12:11
Google
12:11
tweaked
12:11
their
12:12
algorithms
12:12
to
12:14
try
12:14
and
12:14
surface
12:15
more
12:15
first
12:15
party
12:16
content
12:17
and
12:18
that's
12:18
sort
12:19
of
12:19
swung
12:19
back
12:20
and
12:20
forward
12:20
a
12:20
few
12:21
different
12:21
ways.
12:22
But
12:22
people
12:23
have
12:23
definitely
12:23
been
12:24
seeing
12:24
a
12:24
lot
12:24
more
12:25
Reddit
12:25
and
12:25
Quora
12:26
content
12:26
than
12:26
they
12:27
were
12:27
a
12:27
year
12:27
ago.
12:28
Almost
12:29
to
12:29
the
12:29
point
12:29
that
12:30
there's
12:30
become
12:30
sort
12:30
of
12:31
this
12:31
running
12:31
joke
12:31
about
12:32
seeing
12:32
a
12:32
Reddit
12:33
thread
12:33
from
12:33
five
12:34
or
12:34
ten
12:34
years
12:34
ago
12:34
on
12:35
a
12:35
particular
12:35
topic.
12:36
I've
12:36
seen
12:36
them,
12:37
I've
12:37
seen
12:37
them,
12:37
yeah.
12:38
Which
12:38
may
12:38
not
12:39
be
12:39
terribly
12:39
useful,
12:40
but
12:41
it
12:41
is
12:41
in
12:41
fact,
12:42
you
12:42
know,
12:42
human
12:43
generated.
12:44
So
12:45
I
12:45
think
12:45
we're
12:45
going
12:45
to
12:46
continue
12:46
to
12:46
keep
12:47
seeing
12:47
Google
12:48
try
12:48
and
12:48
figure
12:48
that
12:49
out.
12:49
There's
12:50
definitely
12:50
a
12:51
big
12:52
inflection
12:53
point
12:53
happening
12:55
with
12:55
what
12:56
people
12:56
are
12:56
looking
12:56
for
12:57
from
12:57
Google
12:58
and
12:58
how
12:58
Google
12:58
is
12:58
trying
12:59
to
12:59
present
12:59
it.
13:01
So
13:01
that's
13:01
definitely
13:01
one
13:02
of
13:02
those
13:02
things
13:02
that's,
13:04
I
13:04
think,
13:05
a
13:05
little
13:05
bit
13:05
jarring
13:06
if
13:06
you've
13:06
been
13:06
used
13:06
to
13:06
Google
13:07
working
13:07
a
13:07
certain
13:08
way
13:08
for
13:08
a
13:08
long
13:08
time
13:09
and
13:09
now
13:10
a
13:11
lot
13:11
of
13:11
that
13:11
is
13:11
changing,
13:12
especially
13:12
if
13:13
you're
13:13
not
13:14
involved
13:15
all
13:15
day,
13:16
every
13:16
day
13:17
in
13:17
the
13:17
AI
13:18
or
13:18
search
13:18
world
13:19
sort
13:19
of
13:19
trying
13:20
to
13:20
figure
13:20
out
13:20
what
13:21
happened
13:21
to
13:21
your.
13:21
Your
13:22
old
13:22
Google
13:23
results,
13:24
I
13:24
think
13:25
is,
13:25
is
13:26
jarring
13:27
given
13:27
the
13:27
amount
13:27
of
13:28
change
13:28
that's
13:28
going
13:28
on
13:29
at
13:29
the
13:29
moment.
13:29
Yeah,
13:30
they've
13:31
gone
13:31
to
13:31
the
13:32
pages
13:33
of
13:33
Internet
13:33
history.
13:33
And
13:34
Google
13:34
seems
13:35
to
13:35
be
13:35
tweaking
13:35
its
13:35
algorithm
13:36
more
13:36
often
13:36
than
13:36
it
13:36
used
13:37
to
13:37
as
13:37
well.
13:37
Now
13:37
as
13:38
well,
13:38
right?
13:38
Yeah,
13:38
yeah,
13:39
that's
13:39
definitely
13:40
the
13:40
case.
13:40
And
13:41
it's
13:41
also,
13:42
I
13:42
think,
13:43
a
13:43
lot
13:43
more
13:43
noticeable
13:44
than
13:44
it
13:44
might
13:44
have
13:44
been
13:44
in
13:45
the
13:45
past.
13:46
But
13:46
you're
13:46
definitely
13:47
seeing
13:47
a
13:47
lot
13:47
of
13:47
changes
13:48
happening.
13:49
And
13:50
Google
13:50
has
13:50
seemed
13:51
to
13:51
indicate
13:52
a
13:52
willingness
13:52
to
13:52
accept
13:54
more
13:55
volatility
13:55
in
13:56
the
13:56
rankings
13:56
than
13:56
it
13:57
used
13:57
to.
13:57
So
13:58
that's
14:00
the
14:00
pace
14:00
of
14:01
change
14:01
that
14:01
people
14:01
are
14:01
seeing
14:02
is
14:02
also,
14:03
I
14:03
think,
14:04
increasing
14:05
as
14:05
well.
14:05
Is
14:05
there
14:05
an
14:06
arbitrage
14:06
opportunity
14:07
out
14:07
there
14:07
right
14:07
now?
14:07
Because
14:08
we
14:08
spoke
14:08
about
14:08
how
14:08
well
14:09
defended
14:09
Wikipedia's
14:10
truth
14:10
is
14:11
and
14:12
the
14:12
tens
14:12
of
14:12
thousands
14:13
of
14:13
humans
14:13
who
14:13
devote
14:14
their
14:14
time
14:14
to
14:15
doing
14:15
that.
14:16
The
14:16
opposite
14:16
of
14:16
that
14:17
is
14:17
true
14:17
on
14:17
Reddit
14:17
and
14:17
Quora,
14:18
where
14:18
basically
14:18
anyone
14:19
can
14:19
get
14:19
a
14:19
throw
14:19
EID
14:20
and
14:21
post
14:21
anything
14:21
about
14:22
any
14:22
topic
14:22
that
14:22
they
14:23
have
14:23
no
14:23
actual
14:23
expertise
14:24
or
14:24
authority
14:25
on
14:25
there
14:25
is
14:26
there
14:27
for
14:28
a
14:28
small
14:28
plucky
14:29
company
14:29
who
14:29
can't
14:29
afford
14:30
an
14:30
agency,
14:30
is
14:30
there
14:31
an
14:31
opportunity
14:31
on
14:31
there
14:32
to
14:32
insert
14:33
themselves
14:33
into
14:33
conversations
14:34
on
14:35
Reddit
14:35
or
14:36
Quora?
14:37
I'm
14:37
aware
14:37
of
14:37
some
14:37
defense
14:38
on
14:38
Reddit
14:38
and
14:39
I've
14:39
been
14:39
coached
14:40
myself
14:40
that
14:41
as
14:41
soon
14:41
as
14:41
you
14:41
try
14:42
and
14:42
sell
14:42
something
14:42
on
14:42
a
14:42
subreddit,
14:43
you'll
14:43
get
14:44
kicked
14:44
off
14:44
and
14:45
banned
14:45
unless
14:46
you
14:46
do
14:46
it
14:46
in
14:46
a
14:46
really
14:46
subtle
14:47
way.
14:47
But
14:47
is
14:48
there
14:48
an
14:48
opportunity
14:48
out
14:48
there
14:49
for
14:49
companies
14:49
or
14:50
for
14:50
individuals
14:50
looking
14:50
to
14:51
boost
14:51
their
14:51
online
14:51
reputation
14:52
with
14:52
those
14:52
platforms?
14:52
I
14:53
do
14:53
think
14:53
Reddit
14:54
is
14:55
because
14:56
it's
14:56
sort
14:56
of
14:56
human
14:57
run
14:57
and
14:57
it
14:58
has
14:58
so
14:58
many
14:59
subreddits
15:00
and
15:00
moderators.
15:01
It
15:01
does
15:01
a
15:02
fairly
15:02
good
15:02
job
15:03
of
15:04
filtering
15:05
out
15:05
a
15:05
lot
15:05
of
15:06
self
15:06
serving
15:06
promotion.
15:07
But
15:08
what
15:08
we
15:08
are
15:08
seeing
15:09
is
15:09
a
15:09
lot
15:09
of
15:10
tactics
15:10
to
15:11
sort
15:11
of
15:11
game
15:11
the
15:12
results
15:12
that
15:13
AI
15:13
engines
15:14
are
15:14
showing
15:14
up.
15:14
And
15:15
that's
15:15
really
15:16
the
15:16
equivalent
15:17
of
15:17
a
15:18
lot
15:18
of
15:18
the
15:18
SEO
15:19
tricks
15:20
that
15:20
might
15:20
have
15:20
worked
15:21
a
15:21
decade
15:21
ago
15:22
and
15:23
promptly
15:23
got
15:23
stomped
15:24
out
15:24
are
15:24
definitely
15:25
getting
15:25
resurrected
15:26
for
15:26
some
15:27
of
15:27
the
15:27
newer
15:29
AI
15:29
search
15:30
engines
15:30
and
15:30
I
15:31
suspect
15:31
they
15:31
will
15:32
get
15:32
stomped
15:32
out
15:33
there
15:33
as
15:33
well.
15:33
But
15:33
they're
15:34
definitely
15:35
sort
15:35
of
15:35
speed
15:36
running
15:36
the
15:36
learning
15:37
curve
15:37
on
15:37
what
15:37
to
15:38
do
15:38
with
15:38
with
15:39
some
15:39
SEO
15:40
tactics
15:40
that
15:41
people
15:41
haven't
15:41
been
15:42
able
15:42
to
15:42
use
15:42
for
15:42
Google
15:43
for
15:43
a
15:43
long
15:43
time.
15:44
So
15:45
you're
15:45
seeing,
15:46
you
15:46
know,
15:46
sometimes
15:47
the
15:47
stereotypical,
15:48
you
15:49
know,
15:49
invisible
15:49
text
15:50
thing
15:50
might
15:51
actually
15:51
work
15:51
on
15:52
a
15:53
ChatGPT
15:54
system.
15:55
I
15:56
wouldn't
15:56
recommend
15:56
doing
15:57
it.
15:57
It's
15:57
fairly
15:58
obvious,
15:58
but
15:59
it
15:59
does
16:00
certainly.
16:01
What
16:01
so
16:02
what
16:02
is
16:02
the
16:02
invisible
16:02
text
16:03
things
16:03
that
16:03
where
16:03
you
16:03
put
16:03
text
16:04
in
16:04
white
16:04
on
16:04
a
16:04
page?
16:05
Yeah,
16:05
it's
16:05
sort
16:06
of
16:06
the
16:06
white
16:06
on
16:06
white
16:06
text
16:07
that
16:07
humans
16:08
can't
16:08
Read
16:08
it,
16:08
but
16:08
machines
16:09
pick
16:09
it
16:09
up
16:10
and
16:10
will
16:10
index
16:10
it.
16:11
You
16:11
know,
16:12
I'm
16:12
sure
16:12
that's
16:12
not
16:12
going
16:13
to
16:13
work
16:13
forever,
16:13
but
16:14
there
16:14
are
16:14
certainly,
16:17
you
16:18
know,
16:18
as
16:19
a
16:19
lot
16:20
of
16:20
the
16:20
newer
16:21
engines
16:21
that
16:21
are
16:21
out
16:22
there
16:22
sort
16:22
of
16:22
go
16:22
with
16:22
the
16:23
move
16:23
fast
16:23
and
16:23
break
16:24
things
16:24
mantra
16:25
you
16:25
don't
16:25
have.
16:26
I
16:26
would
16:26
say.
16:27
Yeah,
16:27
some
16:27
arbitrage
16:28
opportunities
16:29
come
16:29
up
16:30
in
16:30
many
16:31
ways.
16:31
Just
16:31
like
16:31
learning
16:32
how
16:32
to
16:32
use
16:32
any
16:32
new
16:33
tool
16:33
that's
16:33
out
16:33
there
16:34
first
16:34
is
16:34
a
16:34
lot
16:35
more
16:35
advantageous
16:36
than
16:36
it
16:36
is
16:36
to
16:36
be
16:37
last
16:37
in
16:37
line.
16:37
Yeah,
16:38
I've
16:39
heard
16:39
stories
16:39
of
16:39
companies
16:41
almost
16:42
while
16:42
using
16:42
AI
16:43
to
16:43
game
16:43
the
16:44
system
16:44
with
16:44
AI
16:44
and
16:46
mass
16:46
creating
16:46
blog
16:47
posts,
16:47
like
16:47
10,
16:48
20,000
16:48
blog
16:49
posts
16:49
or
16:49
whatever
16:49
in
16:49
order
16:50
to
16:50
rank
16:51
on
16:51
either
16:52
search
16:53
or
16:53
other
16:53
LLMs.
16:55
The
16:55
company
16:55
blowing
16:56
up
16:56
on
16:56
some
16:56
subscription
16:57
based
16:57
model
16:57
or
16:57
whatever
16:58
or
16:58
some
16:59
low
16:59
value
16:59
e
17:00
commerce
17:00
thing,
17:01
but
17:01
then
17:01
being
17:01
killed
17:02
in
17:02
the
17:02
next
17:02
Google
17:02
update
17:03
and
17:03
the
17:03
whole
17:03
company
17:03
disappears,
17:04
the
17:04
domain
17:04
gets
17:04
flagged
17:05
as
17:05
spam
17:05
and
17:05
then
17:05
suddenly
17:05
it's
17:06
game
17:06
over.
17:06
Right.
17:06
It's
17:07
sort
17:07
of
17:07
building
17:07
your
17:08
house
17:08
on
17:08
a
17:08
really,
17:09
really
17:09
sandy
17:10
foundation.
17:11
A
17:11
lot
17:11
of
17:12
those
17:12
stories
17:13
that
17:13
I
17:13
see
17:14
also
17:14
go
17:14
along
17:15
with
17:15
someone
17:15
selling
17:16
you
17:16
a
17:16
course
17:16
or
17:17
a
17:17
tool
17:17
on
17:18
how
17:18
to
17:18
do
17:18
that
17:18
exact
17:19
thing.
17:19
So
17:20
they're
17:21
definitely
17:21
going
17:21
to
17:21
be
17:22
stories
17:22
like
17:22
that.
17:24
But
17:25
you
17:25
know,
17:26
trying
17:26
to
17:26
build
17:26
a
17:26
business
17:27
on
17:27
it
17:27
is,
17:27
is
17:28
tough
17:29
because
17:29
you
17:29
never
17:29
know
17:30
when
17:30
it
17:30
could
17:30
get
17:30
vaporized.
17:31
Yeah,
17:31
for
17:32
sure,
17:32
you
17:32
don't
17:32
know
17:32
that
17:32
even
17:33
with
17:33
legit
17:33
content.
17:34
So
17:34
content
17:35
that
17:35
you're
17:35
doing
17:35
just
17:36
to
17:36
game
17:36
a
17:36
system
17:37
is.
17:37
I'm
17:38
sure
17:38
some
17:38
people
17:38
are
17:38
successful
17:39
at
17:39
it
17:39
and
17:39
they're
17:40
probably
17:40
just
17:40
as
17:40
many,
17:41
if
17:41
not
17:41
many
17:41
more
17:42
stories
17:42
of
17:42
people
17:42
who
17:44
spun
17:44
up
17:44
10,000
17:45
pages
17:46
of
17:47
slop
17:48
and
17:48
didn't
17:48
get
17:49
any
17:49
result
17:49
from
17:49
it,
17:50
which
17:51
seems
17:52
more
17:52
likely
17:53
at
17:53
the
17:53
moment?
17:54
Yeah,
17:54
I
17:55
think
17:55
that's
17:55
the
17:55
more
17:55
common
17:56
thing.
17:56
So
17:57
overall,
17:58
would
17:58
you
17:58
say
17:58
the
17:58
best
17:58
strategy
17:59
is
17:59
to
17:59
stick
17:59
to
18:00
the
18:00
principles,
18:01
at
18:02
least
18:02
for
18:02
search,
18:02
that
18:03
Google
18:03
puts
18:03
out
18:03
there,
18:03
of
18:04
expertise,
18:05
experience,
18:05
authority
18:06
and
18:06
trust?
18:06
Those
18:07
are
18:07
the
18:07
pillars
18:08
to
18:08
stick
18:08
to.
18:08
I
18:09
mean,
18:09
in
18:09
general,
18:10
Google
18:10
has
18:10
lost,
18:11
I
18:12
think,
18:12
a
18:12
lot
18:12
of
18:12
credibility
18:13
about
18:13
what
18:13
works
18:14
and
18:14
what
18:14
doesn't.
18:15
But
18:15
just
18:16
in
18:16
terms
18:16
of
18:16
running
18:17
a
18:17
business,
18:17
if
18:17
you're
18:18
putting
18:18
out
18:18
content
18:19
based
18:19
on
18:19
those
18:19
principles,
18:20
it's
18:21
stuff
18:21
that
18:21
you
18:22
can
18:22
share
18:22
across,
18:22
not
18:23
just
18:23
Google,
18:24
but
18:24
LinkedIn,
18:24
a
18:25
variety
18:25
of
18:25
other
18:25
platforms.
18:26
So
18:27
I
18:27
think
18:27
putting
18:28
out
18:28
content
18:28
that
18:29
is,
18:29
you
18:29
know,
18:30
going
18:30
to
18:30
be
18:30
genuinely
18:31
useful
18:31
for
18:32
your
18:32
audience
18:35
is
18:35
always
18:35
a
18:35
good
18:36
way
18:36
to
18:36
go
18:36
because
18:36
you
18:37
know
18:37
that's
18:37
going
18:37
to
18:38
be
18:38
useful.
18:39
Powerful
18:40
can
18:40
get
18:40
repurposed
18:41
if
18:41
you're
18:41
doing
18:42
something
18:42
just
18:42
to
18:43
try
18:43
and
18:43
rank
18:43
on
18:44
one
18:44
particular
18:45
engine,
18:47
that's
18:48
a
18:48
lot
18:48
of
18:48
work
18:48
and
18:48
there's
18:49
no
18:49
guarantee
18:49
you'll
18:50
get
18:50
any
18:50
results
18:50
out
18:51
of
18:51
it.
18:51
This
18:52
may
18:52
be
18:53
the
18:53
cobbler's
18:53
children
18:53
have
18:54
new
18:54
shoes
18:54
question,
18:55
but
18:55
how
18:55
do
18:55
you
18:56
plan
18:56
your
18:56
content
18:57
strategy
18:57
for
18:57
the
18:58
Mather
18:58
group
18:58
in
18:58
terms
18:58
of
18:59
expanding
19:00
knowledge
19:01
and
19:01
awareness
19:01
of
19:01
your
19:02
business
19:02
and
19:02
position
19:03
in
19:03
search
19:03
results
19:04
and
19:04
all
19:04
of
19:04
those
19:05
good
19:05
things?
19:05
Have
19:06
you
19:06
got
19:06
any
19:06
gems
19:06
that
19:06
you
19:06
can
19:07
share?
19:07
Well,
19:07
I
19:07
think
19:08
a
19:08
lot
19:08
of
19:08
what
19:08
we're
19:09
thinking
19:10
about
19:10
and
19:10
creating
19:11
is
19:13
content
19:13
or
19:13
tools
19:14
that'll
19:14
be
19:14
useful
19:15
for
19:16
clients
19:16
or
19:17
potential
19:17
clients,
19:19
you
19:19
know,
19:19
and
19:20
a
19:20
lot
19:20
of
19:20
that
19:20
goes
19:21
into
19:22
our
19:22
blog
19:22
where
19:23
we're
19:23
trying
19:23
to
19:23
post
19:24
when
19:24
we
19:24
have
19:24
something
19:24
to
19:25
say,
19:25
or
19:25
our
19:26
newsletter
19:26
where
19:26
we're
19:27
trying
19:27
to
19:27
share
19:29
useful
19:29
information.
19:31
I
19:31
think
19:31
when
19:31
you're
19:33
focused
19:33
on
19:34
sort
19:34
of
19:35
helping
19:36
a
19:36
community
19:36
that
19:37
that
19:37
opens
19:38
up
19:38
opportunities
19:40
and
19:41
you
19:41
need
19:41
to
19:41
think
19:42
about
19:42
where
19:43
the
19:43
ecosystem
19:44
of
19:44
people
19:44
might
19:44
find
19:45
you
19:45
or
19:45
be
19:45
aware
19:46
of
19:46
you
19:46
is
19:47
it's
19:47
very
19:47
unlikely
19:48
that
19:49
someone's
19:50
going
19:50
to
19:50
search
19:50
search
19:51
engine
19:51
consultant
19:52
Virginia
19:53
and
19:53
then
19:54
call
19:54
us.
19:55
And
19:55
probably
19:56
similar
19:56
people
19:57
aren't
19:57
going
19:58
AI
19:58
data
19:59
experts
19:59
and
20:00
then
20:00
calling
20:00
someone.
20:01
They're
20:01
probably
20:01
looking.
20:05
So
20:05
I
20:05
think
20:06
that's
20:08
one
20:08
of
20:08
the
20:08
challenges
20:09
is
20:09
it's
20:10
easy
20:10
to
20:10
get
20:11
locked
20:12
up
20:12
on.
20:13
Here's
20:14
what
20:14
we
20:14
need
20:14
to
20:14
do
20:14
for
20:14
SEO,
20:15
but
20:16
that's
20:16
changing
20:17
a
20:17
lot
20:17
and
20:17
you
20:17
really
20:17
need
20:18
to
20:18
think
20:18
about
20:18
what
20:19
your
20:19
end
20:19
goals
20:19
are
20:20
when
20:20
you're
20:20
putting
20:20
together
20:21
content.
20:21
Yeah,
20:23
we
20:23
go
20:23
hunting
20:23
for
20:23
moose
20:24
in
20:24
the
20:24
forest,
20:24
not
20:25
on
20:25
the
20:25
beaches.
20:26
That
20:26
is
20:26
an
20:26
excellent
20:27
way
20:27
to
20:27
put
20:27
it.
20:27
Yeah,
20:28
indeed.
20:29
And
20:29
you're
20:29
totally
20:30
right
20:30
turning
20:30
it
20:30
back
20:31
around
20:31
to
20:31
me.
20:33
Marketing
20:33
attribution
20:34
is
20:34
increasingly
20:35
more
20:35
difficult
20:35
in
20:36
this
20:36
multi
20:36
touch
20:37
user
20:38
journey
20:38
that
20:38
more
20:38
and
20:38
more
20:38
people
20:39
are
20:39
going
20:39
on
20:39
before
20:40
making
20:40
Internet
20:40
purchases
20:41
these
20:41
days.
20:41
But
20:42
one
20:42
thing
20:42
I
20:42
can
20:43
say
20:43
for
20:43
sure
20:43
is
20:43
that
20:45
my
20:45
channel
20:46
of
20:47
organic
20:47
SEO
20:48
leading
20:48
to
20:49
cold
20:49
outreach
20:49
straight
20:50
from
20:50
my
20:50
website
20:50
appearing
20:51
in
20:51
search
20:51
results
20:51
is
20:52
a
20:52
very
20:52
round
20:52
number,
20:55
a
20:55
big
20:55
fat
20:55
zero.
20:56
So
20:57
yeah,
20:57
it's
20:57
about
20:58
knowing
20:58
the
20:58
type
20:58
of
20:58
business
20:58
you're
20:59
in
20:59
and
20:59
the
21:00
customers.
21:00
And
21:00
I
21:00
think
21:00
we
21:00
both
21:01
operate
21:01
in
21:01
trust
21:01
based
21:01
businesses
21:02
that
21:02
require
21:04
establishing
21:04
that
21:04
reputation.
21:07
I
21:08
think
21:08
we've
21:08
held
21:08
AI
21:08
and
21:09
LLM
21:09
search
21:09
off
21:10
long
21:10
enough.
21:10
I've
21:10
seen
21:11
multiple
21:12
adverts,
21:13
ten
21:14
thousands
21:14
of
21:14
blog
21:15
posts
21:16
about
21:17
specific
21:18
AI
21:18
SEO
21:19
agencies
21:19
who
21:19
claim
21:20
we
21:20
will
21:20
get
21:21
you
21:21
ranked
21:21
on
21:21
the
21:21
LLMs
21:23
in
21:23
one
21:24
week,
21:24
in
21:24
two
21:24
weeks,
21:24
whatever
21:25
it
21:25
might
21:25
be.
21:26
Is
21:27
that
21:27
a
21:27
real
21:28
business
21:28
for
21:28
folks
21:29
now?
21:29
And
21:30
whether
21:30
it
21:30
is
21:30
or
21:31
isn't,
21:31
like
21:31
how
21:31
would
21:31
somebody
21:32
go
21:32
about
21:32
doing
21:32
that
21:32
if
21:33
their
21:33
sole
21:33
objective
21:34
was
21:34
ranking
21:34
on
21:35
the
21:35
LLMs?
21:35
It's
21:36
definitely
21:36
a
21:37
business
21:37
in
21:38
that
21:38
some
21:39
people
21:39
will
21:39
pay
21:40
for
21:40
that.
21:40
And
21:41
there
21:41
certainly
21:41
seems
21:42
to
21:42
Be
21:42
no
21:42
shortage
21:43
of
21:43
people
21:44
willing
21:44
to
21:45
sell
21:45
options
21:46
for
21:46
that
21:48
from,
21:49
you
21:49
know,
21:49
it
21:50
sort
21:50
of
21:50
goes
21:50
to,
21:51
you
21:51
know,
21:51
to
21:52
what
21:52
end
21:52
or
21:52
what
21:52
is
21:53
it
21:53
worth?
21:54
But
21:55
if,
21:55
if,
21:55
say
21:56
your
21:56
goal
21:58
with
21:58
solely
21:59
how
21:59
do
21:59
I
22:00
get
22:00
a
22:00
better
22:01
appearing
22:01
result
22:02
or
22:02
how
22:02
do
22:02
I
22:03
show
22:03
up
22:03
for
22:03
something
22:04
on
22:04
an
22:04
LLMs,
22:05
there
22:05
is
22:06
certainly
22:06
some
22:06
technical
22:07
things
22:07
you
22:07
can
22:08
do.
22:08
The
22:08
LLMs
22:10
love
22:11
sort
22:12
of
22:12
schema
22:12
based
22:13
stuff
22:13
where
22:13
you're
22:13
essentially
22:14
telling
22:14
them,
22:15
here
22:16
is
22:16
a
22:16
thing,
22:16
here
22:17
is
22:17
all
22:17
the
22:17
properties
22:18
of
22:18
the
22:18
thing
22:20
and
22:20
oftentimes
22:21
written
22:21
in
22:21
the
22:22
form
22:22
of
22:22
triplets,
22:23
like
22:23
Josh
22:23
has
22:24
a
22:24
bike,
22:24
which
22:25
is
22:25
blue.
22:27
Those
22:28
sorts
22:28
of
22:28
things
22:28
tend
22:29
to
22:29
resonate.
22:30
It's
22:31
a
22:31
little
22:31
bit
22:32
challenging
22:32
and
22:33
similar
22:33
to
22:33
a
22:34
lot
22:34
of
22:35
traditional
22:36
search
22:36
engine
22:36
optimization,
22:37
which
22:37
is
22:38
how
22:38
much
22:38
do
22:38
you
22:38
want
22:39
to
22:39
write
22:39
for
22:39
an
22:40
actual
22:40
audience
22:40
and
22:41
how
22:41
much
22:41
do
22:41
you
22:41
want
22:41
to
22:42
write
22:42
for
22:42
a
22:43
robot
22:43
or
22:43
a
22:43
spider
22:45
coming
22:45
through
22:46
your
22:46
content.
22:47
But
22:48
the
22:48
main
22:48
advice
22:49
sort
22:49
of
22:49
boils
22:50
down
22:50
to
22:50
be
22:50
very,
22:51
very
22:51
clear
22:51
about
22:52
what
22:52
it
22:52
is
22:52
you're
22:53
talking
22:53
about
22:54
and
22:54
how
22:55
you're
22:55
trying
22:55
to
22:55
define
22:56
things
22:58
and
22:59
make
22:59
sure
22:59
you're
23:00
consistent
23:00
everywhere
23:01
you're
23:01
showing
23:02
up.
23:02
So
23:03
you
23:03
want
23:03
to
23:04
be,
23:05
you
23:05
know,
23:06
Graham
23:06
data
23:07
expert,
23:07
you
23:07
don't
23:08
want
23:08
to
23:08
be
23:08
Graham
23:09
with
23:09
a
23:09
different
23:10
description
23:10
on
23:11
LinkedIn
23:11
and
23:12
Twitter
23:12
and
23:12
everywhere
23:13
else
23:13
you're
23:13
showing
23:13
up,
23:14
right?
23:14
There's,
23:15
there's
23:15
that
23:16
consistency
23:16
and
23:17
then
23:17
there's
23:17
that
23:17
definition.
23:20
If
23:20
you're
23:20
really
23:20
trying
23:20
to
23:21
own
23:21
a
23:21
particular
23:24
corner
23:25
definition
23:25
within
23:26
some
23:26
of
23:26
the
23:27
LLMs.
23:28
And
23:29
I
23:29
think
23:29
what
23:29
you're
23:29
seeing
23:30
is
23:30
a
23:30
lot
23:30
of
23:30
the
23:30
existing
23:31
SEO
23:31
tools
23:32
that
23:32
are
23:32
out
23:32
there
23:32
are
23:33
trying
23:33
to
23:34
adapt
23:35
and
23:35
show
23:35
everyone
23:36
that
23:36
they
23:36
can
23:36
still
23:37
be
23:37
valuable.
23:38
So,
23:39
you
23:39
know,
23:39
your
23:40
Semrush,
23:40
your
23:41
Moz,
23:41
your
23:41
reference,
23:42
are
23:42
all
23:42
starting
23:43
to
23:43
incorporate
23:44
AI
23:45
measuring
23:45
tools
23:46
in
23:46
there.
23:47
And
23:47
you're
23:47
starting
23:48
to
23:48
see
23:48
a,
23:48
here's
23:49
what
23:49
you
23:49
can
23:49
do
23:50
about
23:51
AI
23:51
coming
23:52
out.
23:52
And
23:52
a
23:52
lot
23:53
of
23:53
that
23:53
is
23:53
here's
23:53
content
23:54
you
23:54
might
23:54
not
23:55
have
23:55
or
23:55
here's
23:55
a
23:56
gap
23:56
relative
23:57
to
23:57
other
23:57
people
23:58
who
23:58
are
23:58
showing
23:58
up.
23:59
So
23:59
a
23:59
lot
23:59
of
23:59
it
24:00
right
24:00
now
24:01
is
24:01
sort
24:01
of
24:01
looking
24:02
at
24:02
your
24:02
competitors
24:03
and
24:03
trying
24:03
to
24:04
figure
24:04
out
24:04
what
24:04
they're
24:05
doing
24:05
and
24:05
where
24:06
they're
24:06
showing
24:06
up
24:06
well
24:07
and
24:07
where
24:07
they're
24:08
not
24:08
showing
24:08
up
24:08
well.
24:09
So
24:09
it
24:09
starts
24:10
to
24:10
sound
24:11
very
24:11
much
24:12
like
24:12
SEO
24:14
has
24:14
sounded
24:15
for
24:15
the
24:15
last
24:15
10
24:16
years.
24:16
The
24:16
challenge
24:17
is
24:17
they're
24:17
now,
24:18
you
24:18
know,
24:18
five
24:19
or
24:19
six
24:19
different
24:20
places
24:20
you
24:20
care
24:21
about
24:21
the
24:21
AI
24:21
results
24:22
versus
24:23
for
24:23
a
24:24
long
24:24
time
24:24
it
24:24
was
24:24
just,
24:25
how
24:25
are
24:25
you
24:25
showing
24:25
up
24:26
in
24:26
Google?
24:26
Yeah,
24:27
there
24:27
may
24:27
be
24:27
some
24:27
antitrust
24:28
fans
24:28
who
24:28
see
24:28
that
24:28
as
24:28
a
24:28
good
24:29
thing
24:31
rather
24:31
than
24:31
a
24:31
bad
24:31
thing.
24:32
Makes
24:32
life
24:32
as
24:33
an
24:33
agency
24:33
a
24:33
lot
24:33
more
24:33
complicated.
24:34
I'm
24:34
sure.
24:34
In
24:35
terms
24:35
of
24:35
data
24:35
sources,
24:37
are
24:37
the
24:38
LLMs
24:38
pulling
24:38
from
24:39
the
24:39
same
24:39
place
24:39
as
24:39
Google
24:40
but
24:40
processing
24:40
it
24:41
differently
24:41
or
24:41
do
24:41
you
24:41
suspect
24:42
they're
24:42
using
24:42
data
24:42
sources
24:43
slightly
24:43
differently
24:44
in
24:44
terms
24:44
of
24:44
how
24:44
they
24:44
arrive
24:45
at
24:45
what
24:45
they
24:45
rank?
24:46
I
24:46
think
24:46
at
24:47
the
24:47
moment
24:48
they're
24:48
sort
24:48
of
24:49
using
24:49
them
24:49
differently
24:50
in
24:50
that
24:51
there
24:51
seems
24:51
to
24:51
have
24:52
been
24:52
a
24:52
we're
24:53
going
24:53
to
24:53
ingest
24:54
absolutely
24:55
everything
24:55
we're
24:56
capable
24:56
of
24:56
regardless
24:57
of
24:57
where
24:58
it
24:58
came
24:58
from
24:59
and
25:00
frankly,
25:01
regardless
25:02
of
25:02
some
25:02
of
25:02
the
25:03
legality
25:03
of
25:03
it
25:04
and
25:04
figure
25:04
out
25:05
the
25:05
copyright
25:06
details
25:06
later.
25:07
So
25:08
I
25:08
think
25:08
some
25:08
of
25:08
it
25:09
is
25:09
they
25:09
may
25:09
just
25:09
have
25:10
a
25:10
broader
25:11
amount
25:12
of
25:12
material
25:12
to
25:13
draw
25:13
from
25:14
on
25:14
some
25:15
areas.
25:16
So
25:16
that
25:17
has
25:18
some
25:18
sort
25:18
of
25:18
unknown
25:19
effects.
25:19
And
25:20
then
25:20
there's
25:20
just
25:20
the
25:20
nature
25:21
of
25:22
they're
25:22
sort
25:23
of
25:23
customizing
25:24
to
25:24
each,
25:26
to
25:26
each
25:26
visitor.
25:27
So
25:27
I
25:27
think
25:27
you're
25:28
having
25:28
a
25:28
little
25:29
more
25:29
variability
25:30
even
25:30
than
25:30
you're
25:31
used
25:31
to
25:31
seeing
25:31
in
25:31
Google
25:32
searches
25:32
in
25:33
that,
25:34
you
25:34
know,
25:34
if,
25:34
if
25:34
you
25:35
and
25:35
I
25:35
are
25:35
doing
25:35
different
25:36
searches
25:37
or
25:37
doing
25:37
the
25:37
same
25:37
search,
25:38
we
25:38
may
25:39
be
25:39
getting
25:39
very
25:39
different
25:40
results
25:40
based
25:41
on
25:41
what
25:42
the
25:42
LLM
25:43
thinks
25:43
it
25:43
knows
25:44
about
25:44
us.
25:44
So
25:45
I
25:45
think
25:45
that's,
25:48
you
25:48
know,
25:48
there,
25:48
there's
25:49
always
25:50
been
25:50
sort
25:50
of
25:50
this,
25:50
where
25:51
I
25:51
am
25:51
geographically
25:52
maybe
25:53
is
25:53
impacting
25:53
the
25:54
results
25:54
or
25:54
maybe
25:54
there's
25:55
some
25:55
other
25:55
things
25:55
that
25:56
are
25:56
impacting
25:57
the
25:57
results.
25:58
But
25:58
I
25:58
don't
25:58
think
25:58
anyone
25:59
knows
26:00
how
26:00
that's
26:00
going
26:00
to
26:00
shake
26:01
out.
26:01
When
26:02
an
26:03
LLM
26:03
sort
26:03
of
26:04
feels
26:04
like
26:04
it,
26:05
to
26:05
the
26:05
extent
26:06
it's
26:06
thinking,
26:06
feels
26:07
like
26:07
it
26:07
knows
26:07
you,
26:08
how
26:08
is
26:09
that
26:09
going
26:09
to
26:09
change
26:09
the
26:10
results
26:10
and
26:10
how
26:10
is
26:11
it
26:11
going
26:11
to
26:11
change
26:11
what
26:12
shows
26:12
up?
26:15
That's
26:15
certainly
26:15
going
26:16
to
26:16
be
26:16
really
26:16
interesting.
26:17
If
26:17
I'm
26:17
out
26:17
there
26:17
and
26:18
I'm
26:18
a
26:18
curious
26:19
business
26:19
owner
26:19
and
26:19
I'm
26:20
relatively
26:20
new
26:20
to
26:21
the
26:21
world
26:21
of
26:21
AI
26:21
and
26:22
LLMs,
26:23
what
26:23
are
26:23
some
26:23
prompts
26:24
or
26:24
some
26:24
questions
26:24
that
26:25
I
26:25
might
26:25
say,
26:25
log
26:25
into
26:26
GPT
26:26
and,
26:27
and
26:27
ask
26:27
to
26:28
establish,
26:28
okay,
26:29
where
26:29
am
26:29
I
26:29
starting
26:29
from?
26:30
Yeah,
26:30
I
26:30
mean,
26:31
I
26:31
think
26:31
a
26:31
lot
26:31
of
26:32
it
26:32
is
26:32
similar
26:33
to
26:33
doing
26:34
a
26:34
brand
26:34
search
26:35
on
26:35
Google
26:36
in
26:36
terms
26:36
of
26:37
what
26:37
does
26:37
GPT
26:38
know
26:38
about
26:39
me?
26:39
So
26:40
start
26:40
on
26:40
searching
26:41
yourself
26:41
and
26:42
then
26:42
usually
26:43
there's,
26:44
I
26:44
would
26:44
say
26:45
one
26:45
or
26:45
two
26:45
competitors
26:46
most
26:46
business
26:46
owners
26:47
are
26:47
really
26:48
aware
26:48
of
26:48
and
26:49
sort
26:49
of
26:49
compare
26:49
themselves
26:50
to
26:50
and
26:50
probably
26:51
know
26:51
what
26:51
that
26:51
marketing
26:52
looks
26:52
like.
26:54
You
26:54
know,
26:54
if
26:54
you're
26:54
running
26:55
an
26:55
H
26:55
Vac
26:55
company,
26:56
you
26:56
know
26:56
who
26:56
your
26:57
competitors
26:57
are,
26:57
you
26:58
know
26:58
how
26:58
they
26:58
show
26:59
up.
26:59
You
26:59
probably
26:59
have
26:59
a
27:00
pretty
27:00
good
27:00
feel
27:00
for
27:00
where
27:00
they're
27:01
advertising.
27:02
You
27:02
can
27:02
do
27:02
the
27:03
same
27:03
thing
27:03
in,
27:03
in
27:04
ChatGPT,
27:05
find
27:05
out
27:05
what
27:05
it
27:06
knows
27:06
and
27:07
then
27:07
sort
27:07
of
27:07
do
27:07
your,
27:08
your
27:08
normal
27:10
searches.
27:11
Who's
27:11
an
27:11
expert
27:12
on
27:12
air
27:13
conditioning
27:13
in
27:13
Northern
27:14
Virginia,
27:14
who's
27:15
an
27:15
expert
27:15
on
27:15
data
27:16
intelligence
27:16
in
27:17
Northern
27:17
Virginia.
27:19
Or
27:19
you
27:19
know,
27:20
go
27:20
very
27:20
niche,
27:21
who
27:21
knows
27:21
how
27:21
to,
27:21
you
27:22
know,
27:22
do
27:22
X
27:24
universally
27:25
or
27:25
who
27:25
puts
27:25
out
27:25
the
27:26
best
27:26
content.
27:27
So
27:27
I
27:28
think,
27:28
and
27:28
what
27:29
I've
27:29
recommended
27:29
to
27:29
a
27:30
lot
27:30
of
27:30
clients
27:30
is
27:31
a
27:31
lot
27:31
of
27:31
people
27:31
feel
27:32
like
27:32
this
27:32
needs
27:32
to
27:33
be
27:33
completely
27:33
transformational
27:34
to
27:35
their
27:35
business
27:35
and
27:35
their
27:36
workflow
27:36
and
27:37
sort
27:38
of
27:38
get
27:38
overwhelmed
27:39
by
27:39
it
27:39
in
27:39
terms
27:40
of,
27:40
well,
27:40
I
27:40
also
27:40
have
27:41
to
27:41
run
27:41
that
27:41
H.
27:41
Vac
27:42
business,
27:42
of
27:43
course,
27:43
the
27:44
small
27:44
matter
27:44
of
27:45
that.
27:45
Yeah.
27:46
And
27:46
usually
27:47
what
27:47
I
27:47
tell
27:48
people
27:48
is
27:48
pick
27:48
a
27:49
tool
27:49
that
27:49
you're
27:49
just
27:50
gonna
27:51
use.
27:51
You
27:51
know,
27:52
ask
27:52
ChatGPT
27:53
a
27:53
question,
27:53
use
27:54
Whisper
27:54
Flow
27:55
to
27:55
do
27:55
some
27:55
voice
27:56
dictation
27:57
and
27:57
just
27:57
see
27:58
what
27:58
it
27:58
sparks.
27:59
Because
27:59
if
27:59
you're
27:59
in
28:00
there
28:00
and
28:00
messing
28:00
around,
28:01
you'll
28:01
ask
28:02
questions,
28:02
you'll,
28:02
you'll
28:03
get
28:03
ideas
28:04
by
28:04
being
28:04
curious
28:05
about
28:05
it.
28:05
Most
28:06
people
28:07
aren't
28:07
gonna
28:07
be
28:08
just
28:09
sort
28:09
of
28:09
ripping
28:09
up
28:10
their,
28:12
you
28:12
know,
28:12
entire
28:13
back
28:13
end
28:13
system,
28:14
you
28:14
know,
28:14
to
28:15
try
28:15
and
28:15
do
28:15
something
28:16
new,
28:17
but
28:17
they
28:17
certainly
28:18
could
28:18
get
28:18
some
28:18
ideas
28:19
about,
28:19
here's
28:20
some
28:20
interesting
28:20
ways
28:21
to
28:21
use
28:21
things
28:22
and
28:22
that
28:22
often,
28:23
you
28:23
know,
28:24
prompt
28:24
some
28:24
ideas
28:25
or
28:25
some
28:25
campaigns
28:26
as
28:26
you
28:26
get
28:27
started.
28:27
So
28:28
that's
28:28
always,
28:29
I
28:30
think,
28:30
a
28:30
good
28:30
starting
28:31
point
28:33
versus,
28:34
you
28:34
know,
28:35
I
28:35
had
28:35
coffee
28:36
with
28:36
someone
28:36
just
28:36
the
28:36
other
28:37
day
28:37
and
28:38
she
28:38
really
28:39
felt
28:40
like
28:40
she
28:40
needed
28:40
to
28:40
do
28:41
a
28:41
course
28:41
or
28:41
something
28:42
to
28:42
get
28:43
the,
28:43
you
28:44
know,
28:44
the
28:44
hang
28:44
of
28:44
it.
28:44
And
28:45
it
28:45
really
28:45
was,
28:46
you
28:46
don't
28:46
need
28:47
to
28:47
get
28:47
a
28:47
course,
28:47
you're
28:48
not
28:48
going
28:48
to
28:48
become
28:48
an
28:49
engineer.
28:50
You
28:50
just
28:50
need
28:51
to
28:51
try
28:51
some
28:51
of
28:51
this
28:52
stuff
28:52
in
28:52
the
28:52
context
28:53
of
28:53
what
28:53
your
28:54
normal
28:55
workflow
28:55
is.
28:56
Yeah.
28:57
Realizing
28:57
the
28:57
one
28:58
tip
28:58
I
28:58
always
28:58
give
28:58
people
28:58
on
28:59
AI
29:00
is
29:00
realize
29:01
that
29:01
it's
29:01
not
29:01
Google
29:01
and
29:02
you
29:02
need
29:02
to
29:02
interact
29:02
with
29:02
it
29:03
differently.
29:03
I
29:03
like
29:03
to
29:04
be
29:04
glass
29:04
half
29:04
full
29:04
rather
29:05
than
29:05
glass
29:05
half
29:05
empty.
29:05
Right.
29:06
And
29:06
people
29:06
are
29:06
always
29:06
concerned
29:07
about,
29:07
oh,
29:07
once
29:08
you
29:08
put
29:08
something
29:08
in
29:09
GPT
29:09
that's,
29:09
it
29:10
gets
29:10
sucked
29:10
into
29:10
its
29:10
brain
29:11
and
29:11
then
29:11
that
29:12
information
29:12
is,
29:13
it's
29:13
now
29:13
going
29:14
to
29:14
be
29:14
used
29:14
whichever
29:15
way.
29:15
Like,
29:15
can
29:16
you
29:16
use
29:16
that
29:16
to
29:16
your
29:16
advantage?
29:17
If
29:17
you
29:17
ask
29:17
GPT
29:17
about
29:18
your
29:18
company,
29:18
for
29:18
example,
29:19
and
29:19
it
29:19
says,
29:19
I
29:19
have
29:19
no
29:19
idea
29:20
what
29:20
that
29:20
is,
29:21
can
29:21
you,
29:21
can
29:21
you
29:21
tell
29:22
it?
29:22
And
29:22
that
29:22
then
29:22
becomes
29:23
like
29:23
part
29:23
of
29:23
its
29:24
knowledge
29:24
or
29:24
memory.
29:25
Do
29:25
you
29:25
think
29:25
that
29:25
works?
29:26
You
29:26
know,
29:26
it
29:27
does,
29:27
but
29:27
it's,
29:29
you
29:30
know,
29:30
a
29:31
question
29:31
of
29:31
how
29:31
much.
29:32
Like
29:32
if
29:32
you're
29:33
talking
29:33
to
29:33
ChatGPT
29:34
and
29:34
it
29:34
updates
29:35
that
29:35
information
29:35
just
29:36
for
29:36
you,
29:37
that
29:37
probably
29:37
helps
29:38
you
29:38
have
29:38
a
29:38
nice
29:38
conversation
29:39
with
29:39
it,
29:40
but
29:40
it
29:40
doesn't
29:40
necessarily
29:41
do
29:41
anything
29:41
for
29:42
your
29:42
business
29:43
if
29:43
you're
29:43
publishing
29:44
it
29:44
somewhere
29:44
where
29:45
it
29:45
grabs
29:45
it.
29:46
Absolutely.
29:47
You
29:48
know,
29:48
I
29:48
Think
29:48
there's
29:48
a
29:49
lot
29:49
of
29:49
different
29:50
ways
29:50
to
29:50
get
29:51
information
29:51
in
29:51
there.
29:52
And
29:52
it
29:52
depends,
29:53
like,
29:54
is
29:54
this
29:54
core
29:54
to
29:54
your
29:55
business
29:55
or
29:55
how
29:55
much
29:56
benefit
29:56
would
29:56
you
29:57
gain
29:57
from
29:57
it?
29:59
You
29:59
know,
29:59
and
29:59
I
29:59
think
30:00
it's
30:00
interesting
30:00
a
30:01
lot
30:01
of
30:01
people
30:01
who
30:01
are
30:02
sort
30:02
of
30:02
in
30:02
that
30:02
mode
30:03
of
30:03
I
30:03
need
30:03
to
30:03
fix
30:05
AI
30:06
probably
30:06
are
30:06
not
30:07
all
30:08
that
30:08
aware
30:08
of
30:08
what
30:08
just
30:09
their
30:09
general
30:09
SEO
30:10
is,
30:10
which
30:11
is
30:11
driving
30:11
a
30:11
lot
30:12
more
30:12
traffic.
30:12
So,
30:15
you
30:15
know,
30:15
I
30:15
wouldn't
30:15
worry
30:16
too
30:16
much
30:16
about
30:17
training
30:18
AI
30:18
as
30:18
much
30:19
as
30:19
I
30:19
would
30:19
figuring
30:20
out
30:20
how
30:20
you
30:20
can
30:20
use
30:21
it
30:21
to
30:21
be
30:21
beneficial
30:23
in
30:23
your,
30:24
you
30:25
know,
30:25
in
30:25
your
30:25
workflow.
30:26
And
30:26
maybe
30:26
it's
30:26
just
30:27
like
30:27
you
30:27
have
30:27
a,
30:28
you
30:29
know,
30:29
a
30:30
fairly
30:32
smart
30:32
intern
30:33
that's
30:33
helping
30:33
you
30:34
out
30:34
might
30:34
be
30:35
one
30:35
way
30:35
to
30:35
view
30:35
it.
30:36
It's
30:36
sort
30:36
of
30:36
figuring
30:37
out
30:37
the
30:37
mental
30:37
construct
30:38
that
30:38
makes
30:39
sense
30:39
in
30:39
your
30:39
business.
30:41
Unless
30:42
you
30:42
want
30:42
to
30:42
just
30:43
stop
30:43
and
30:43
start
30:44
a
30:44
brand
30:44
new
30:44
business
30:45
based
30:45
on
30:45
AI,
30:46
which
30:46
is
30:46
a
30:46
whole
30:46
nother
30:47
conversation.
30:48
I'm
30:48
sure
30:49
you
30:50
wouldn't
30:50
be
30:50
the
30:50
only
30:50
person
30:50
out
30:51
there
30:51
doing
30:51
that,
30:51
I'm
30:51
sure,
30:53
if
30:53
that
30:54
was
30:54
the
30:54
one.
30:54
It
30:55
almost
30:55
brings
30:55
us
30:55
back
30:56
to
30:56
one
30:56
of
30:56
the
30:56
places
30:56
that
30:57
we
30:58
started
30:58
at.
30:59
You
30:59
can
30:59
tell
31:00
AI
31:00
or
31:01
anything
31:01
you
31:01
like
31:01
about
31:01
yourself
31:02
or
31:02
your
31:02
business,
31:02
but
31:02
presumably
31:03
it
31:03
will
31:03
apply
31:03
some
31:04
grains
31:04
of
31:04
salt
31:05
to
31:05
it
31:05
because
31:05
you're
31:06
telling
31:06
it
31:06
that
31:06
yourself.
31:09
Do
31:09
you
31:09
think
31:09
there's
31:09
value
31:09
in
31:10
a
31:10
shift
31:11
because
31:11
Google
31:12
seems
31:12
to
31:12
value
31:12
it
31:13
more?
31:13
Because
31:13
the
31:13
LLMs
31:14
value
31:14
it
31:14
more
31:15
and
31:15
human
31:15
beings
31:16
value
31:16
it
31:17
more?
31:18
Wikipedia
31:18
is,
31:19
in
31:19
effect,
31:19
stuff
31:20
other
31:20
people
31:20
are
31:21
saying
31:21
about
31:21
you.
31:21
Testimonials
31:22
are
31:22
stuff
31:22
other
31:22
people
31:23
are
31:23
saying
31:23
about
31:23
you.
31:23
Reddit
31:23
and
31:24
Quora
31:24
stuff
31:24
other
31:24
people
31:25
are
31:25
saying
31:25
about
31:25
you.
31:26
Is
31:26
there
31:28
a
31:28
shift
31:28
happening
31:29
where
31:29
it's
31:29
now?
31:31
It
31:32
was
31:32
always
31:32
important
31:32
what
31:33
other
31:33
people
31:33
said
31:33
about
31:33
your
31:34
business
31:34
or
31:34
said
31:34
about
31:34
you
31:35
independently.
31:36
Is
31:36
that
31:36
becoming
31:36
more
31:37
important
31:37
now
31:37
in
31:38
this
31:38
world
31:38
where
31:39
far
31:39
easier
31:39
to
31:41
feed
31:42
the
31:42
Internet
31:43
eons
31:43
and
31:44
tomes
31:45
and
31:45
volumes
31:46
of
31:46
stuff
31:47
about
31:47
how
31:47
great
31:47
you
31:47
are
31:48
yourself?
31:49
Well,
31:49
I
31:49
mean,
31:50
it
31:50
sort
31:50
of
31:50
boils
31:51
down
31:51
to,
31:52
you
31:52
know,
31:53
in
31:53
a
31:53
traditional
31:53
sense,
31:54
how
31:54
much
31:54
marketing
31:54
do
31:55
you
31:55
want
31:55
to
31:55
do
31:55
about
31:55
yourself?
31:57
You
31:57
know,
31:57
and
31:58
that's,
31:58
that's,
31:59
that's
32:00
sort
32:00
of
32:00
what
32:00
this
32:00
boils
32:01
down
32:01
to.
32:01
And
32:01
some
32:02
of
32:02
it
32:02
is,
32:02
is
32:02
in
32:03
some
32:03
ways
32:03
just
32:03
a
32:04
function
32:04
of
32:05
how
32:05
much
32:06
time
32:06
do
32:06
you
32:07
have
32:08
to
32:08
devote
32:08
to
32:09
essentially
32:10
what
32:10
is
32:10
marketing
32:11
yourself
32:12
in
32:12
general?
32:13
I
32:13
think
32:13
sure,
32:14
if
32:14
you
32:14
can
32:14
see
32:15
the
32:15
Internet
32:15
with
32:15
a
32:15
lot
32:16
of
32:16
things
32:16
saying
32:16
how
32:17
great
32:17
you
32:17
are,
32:19
that
32:20
would
32:20
be
32:20
beneficial,
32:21
but
32:21
the
32:21
amount
32:21
of
32:21
time
32:22
it
32:22
would
32:22
take
32:22
an
32:23
energy
32:23
to
32:23
do
32:23
that.
32:24
Could
32:24
you
32:24
spend
32:25
that
32:25
time
32:25
doing
32:25
great
32:26
work?
32:26
Could
32:26
you
32:26
spend
32:27
that
32:27
time
32:27
doing
32:29
thought
32:29
leadership?
32:29
Could
32:30
you
32:30
spend
32:30
that
32:30
time
32:30
doing
32:31
marketing?
32:32
You
32:33
you
32:33
know,
32:33
a
32:33
lot
32:34
of
32:34
times
32:34
have
32:34
to
32:34
ask
32:34
yourself
32:35
is,
32:35
is,
32:36
you
32:36
know,
32:37
whatever
32:37
potential
32:37
juice
32:38
there
32:38
worth
32:38
the
32:39
squeeze?
32:40
Yeah,
32:40
you
32:40
know
32:42
what?
32:42
And
32:43
you
32:43
know,
32:43
the
32:43
answer
32:43
is
32:43
going
32:43
to
32:44
be
32:44
different
32:44
for
32:44
everyone.
32:45
But
32:45
I
32:45
think,
32:48
I
32:48
think
32:48
a
32:48
lot
32:48
of
32:49
times,
32:49
if
32:49
you're
32:49
a
32:49
business
32:50
owner
32:50
you're
32:50
looking
32:51
for,
32:52
or
32:52
the
32:53
idea
32:53
of
32:53
there
32:53
being
32:54
a
32:54
magic
32:54
bullet
32:54
is
32:55
certainly
32:55
appealing.
32:56
Like,
32:56
I'm
32:56
going
32:57
to.
32:57
I'm
32:57
going
32:57
to
32:57
tell
32:58
you
32:58
how
32:59
great
32:59
I
32:59
am,
32:59
and
32:59
that's
33:00
going
33:00
to
33:00
lead
33:00
to
33:00
lots
33:01
and
33:01
lots
33:01
of
33:01
wonderful
33:02
business
33:02
outcomes.
33:04
Certainly
33:04
sounds
33:04
better
33:05
than
33:05
I'm
33:05
going
33:05
to
33:06
have
33:06
to
33:06
go
33:06
do
33:06
10
33:07
trade
33:07
shows
33:07
to
33:08
get
33:08
the
33:08
word
33:08
out.
33:09
That
33:09
leads
33:09
me
33:09
back
33:09
to
33:09
an
33:10
interesting
33:10
paradox
33:10
that
33:11
I'm
33:11
sure
33:11
you
33:11
come
33:11
across
33:12
regularly.
33:12
Right.
33:13
So
33:13
you
33:13
help
33:13
both
33:14
companies
33:14
and
33:14
individuals
33:15
manage
33:15
their
33:16
reputation.
33:17
And
33:17
as
33:17
we've
33:18
covered
33:18
at
33:18
length
33:19
so
33:19
far,
33:20
changing
33:21
search
33:21
rankings,
33:22
changing
33:22
LLMs,
33:22
whatever
33:23
it
33:23
might
33:23
be,
33:23
takes
33:24
time
33:24
and
33:25
focus
33:25
and
33:25
quality
33:27
to
33:27
do
33:27
so.
33:28
But
33:28
I
33:29
imagine
33:29
you
33:29
get
33:29
some
33:29
people
33:31
who
33:31
first
33:31
engage
33:32
you
33:32
when
33:32
the
33:32
hare's
33:33
already
33:33
on
33:33
fire,
33:33
the
33:34
stable
33:34
doors
33:34
are
33:34
already
33:34
open,
33:34
and
33:35
the
33:35
horse
33:35
is
33:35
out
33:35
in
33:35
the
33:35
field,
33:36
and
33:37
they're
33:37
dealing
33:37
with
33:37
a
33:38
live
33:38
reputation
33:39
issue.
33:41
How
33:41
do
33:41
you
33:41
balance
33:41
the
33:42
fact
33:42
that
33:42
it
33:42
takes
33:42
a
33:42
while
33:42
to
33:43
fix
33:43
those
33:43
things
33:43
when
33:44
you're
33:44
dealing
33:44
with
33:44
people
33:45
who
33:46
are
33:46
understandably
33:47
feeling
33:47
urgency?
33:48
There
33:48
are
33:48
a
33:48
lot
33:48
of
33:49
different
33:49
techniques
33:50
depending
33:50
on
33:50
the
33:50
situation.
33:51
And
33:51
one
33:52
of
33:52
the
33:53
interesting
33:53
things
33:54
is
33:55
oftentimes
33:56
there
33:56
are
33:56
a
33:56
lot
33:57
of
33:57
more
33:58
traditional
33:58
tools
33:59
depending
34:00
on
34:00
the
34:00
situation.
34:01
A
34:01
lot
34:01
of
34:01
times
34:02
we
34:02
work
34:03
with
34:03
clients
34:03
where
34:03
traditional
34:04
press
34:04
is
34:05
really
34:05
going
34:05
to
34:05
be
34:06
important
34:06
in
34:07
whatever
34:07
situation
34:08
they're
34:08
dealing
34:08
with.
34:10
If
34:10
you've
34:10
just,
34:12
you
34:13
know,
34:13
been
34:13
on
34:13
the
34:13
front
34:14
page
34:14
of
34:14
a
34:14
bunch
34:14
of
34:15
newspapers,
34:17
you
34:17
can
34:17
have
34:18
all
34:18
the
34:18
online
34:18
strategy
34:19
in
34:19
the
34:19
world
34:19
you
34:20
want,
34:20
but
34:20
that's
34:20
going
34:21
to
34:21
dominate
34:21
the
34:21
conversation.
34:22
And
34:23
sometimes
34:23
it's
34:24
a
34:24
question
34:24
of
34:25
if
34:25
this
34:25
is
34:26
an
34:26
existential
34:26
thing.
34:27
You
34:27
also
34:27
need
34:28
to
34:28
be
34:28
doing
34:28
press
34:29
or
34:29
sort
34:29
of
34:30
appearing
34:30
in
34:30
the
34:31
same
34:31
places
34:32
that
34:32
that
34:33
showed
34:33
up.
34:34
So,
34:35
you
34:35
know,
34:35
there,
34:36
there
34:36
can
34:36
be
34:36
a
34:36
tipping
34:37
point
34:37
where,
34:40
you
34:40
know,
34:40
there,
34:41
there's
34:41
a
34:41
lot
34:41
to
34:42
do
34:42
and
34:42
it's
34:42
not
34:43
just
34:43
optimizing,
34:44
it's.
34:44
It's
34:44
actually
34:45
creating.
34:45
And
34:46
that
34:46
can
34:46
be
34:46
really
34:46
important
34:47
if
34:47
you're,
34:48
you
34:48
know,
34:48
in
34:49
a
34:49
crisis
34:49
situation.
34:51
Oftentimes
34:52
you
34:52
have
34:52
to
34:52
be
34:52
proactive
34:53
in
34:53
terms
34:53
of
34:54
figuring
34:54
out
34:54
what
34:54
you
34:55
can
34:55
do
34:55
to
34:55
deal
34:55
with
34:56
that
34:56
situation.
34:57
And
34:57
do
34:58
your
34:58
clients
34:58
get
34:58
surprised
34:59
when
34:59
they
34:59
find
34:59
out
34:59
that
34:59
there
34:59
isn't
35:00
necessarily
35:00
a
35:00
magic
35:00
bullet
35:01
for
35:01
these
35:02
things?
35:03
I
35:03
would
35:03
say
35:04
probably
35:05
not.
35:06
Mostly
35:06
because
35:07
most
35:08
clients
35:08
are
35:09
sort
35:09
of
35:09
reactive
35:10
in
35:10
terms
35:10
of
35:10
they
35:11
have
35:11
a
35:11
crisis
35:11
going
35:12
on,
35:13
and
35:13
that
35:13
sort
35:13
of
35:14
shifts
35:14
the
35:14
thinking.
35:15
I
35:15
Think
35:15
if
35:15
you
35:15
ask
35:16
them
35:16
before
35:16
the
35:17
crisis,
35:18
probably.
35:19
But
35:19
once
35:20
you're
35:20
sort
35:20
of
35:20
in
35:21
it,
35:21
you
35:21
tend
35:22
to
35:22
realize
35:23
all
35:23
the
35:23
different
35:24
things
35:24
that
35:24
are
35:24
going
35:25
on.
35:26
And
35:26
I
35:26
think
35:27
that's
35:27
one
35:27
of
35:27
the
35:27
challenges
35:28
oftentimes
35:29
is
35:29
when
35:29
you're
35:29
in
35:29
a
35:30
reactive
35:30
mode,
35:31
you
35:31
can
35:31
end
35:31
up
35:31
playing
35:32
whack
35:33
a
35:33
mole
35:33
because
35:34
now
35:34
you
35:35
are
35:35
dealing
35:36
with
35:36
press
35:37
and
35:37
TV
35:38
and
35:39
Reddit
35:39
and
35:39
Google
35:40
and
35:40
it
35:41
becomes
35:41
a
35:41
very
35:41
long
35:42
list.
35:42
If
35:42
you're
35:42
trying
35:43
to
35:43
deal
35:43
with
35:43
it
35:43
in
35:43
a
35:44
lot
35:44
of
35:44
places,
35:45
the
35:45
number.
35:45
Of
35:46
data
35:46
sources
35:46
that
35:47
you
35:47
need
35:47
to
35:48
adjust
35:48
or
35:49
fix
35:49
or
35:49
whatever
35:50
it
35:50
might
35:50
be
35:51
explodes
35:52
and
35:52
suddenly
35:52
you've
35:52
got
35:53
this
35:53
huge
35:53
ecosystem.
35:56
A
35:56
good
35:56
question
35:56
and
35:57
the
35:57
right
35:58
way
35:58
question
35:58
and
35:58
the
35:58
wrong
35:59
way
35:59
question
35:59
for
35:59
you.
36:00
So
36:01
what
36:01
are
36:01
some
36:01
good
36:02
proactive
36:03
things
36:03
that
36:03
companies
36:03
and
36:04
or
36:04
individuals
36:05
can
36:05
do
36:05
to
36:07
identify
36:07
vulnerabilities
36:08
in
36:08
their
36:09
reputation
36:09
or
36:09
identify
36:10
ways
36:10
to
36:10
better
36:10
manage
36:11
their
36:11
reputation
36:11
before
36:12
it
36:12
becomes
36:12
a
36:12
crisis?
36:13
I
36:13
think
36:14
keeping
36:14
an
36:14
inventory
36:15
of
36:15
all
36:15
the
36:16
places
36:16
that
36:17
you
36:17
show
36:17
up
36:17
online
36:18
and
36:18
what
36:18
it
36:19
says
36:19
and
36:19
what
36:19
it
36:19
looks
36:20
like,
36:20
even
36:20
if
36:20
that's
36:21
just
36:21
screenshots
36:22
and
36:22
a
36:22
spreadsheet,
36:23
is
36:23
really
36:24
valuable.
36:25
This
36:25
often
36:26
gets
36:26
overlooked.
36:26
But
36:27
just
36:27
literally
36:28
who's
36:28
in
36:28
charge
36:29
of
36:29
what
36:30
and
36:30
even
36:30
just
36:31
who
36:31
has
36:31
the
36:31
passwords
36:32
to
36:32
different
36:32
things.
36:33
You
36:34
would
36:34
be
36:34
surprised
36:35
the
36:35
number
36:35
of
36:35
times
36:36
that
36:37
big
36:37
companies
36:38
are
36:38
suddenly
36:38
trying
36:38
to
36:39
track
36:39
down
36:39
a
36:40
Gmail
36:40
address,
36:41
which,
36:43
you
36:44
know,
36:44
could
36:44
just
36:44
be
36:45
someone
36:45
with
36:45
the
36:45
best
36:45
of
36:46
intentions.
36:46
You
36:46
know,
36:47
set
36:47
up
36:47
their
36:47
Instagram
36:48
account
36:48
a
36:48
decade
36:48
ago
36:49
and
36:49
no
36:49
one's
36:50
really
36:50
had
36:50
any
36:51
issues
36:51
with
36:51
it
36:51
until
36:52
now.
36:52
But
36:52
then
36:52
you're
36:53
suddenly
36:53
trying
36:53
to
36:53
track
36:53
down
36:54
this
36:54
one
36:54
person
36:55
who
36:55
controls
36:55
a
36:57
major
36:57
asset
36:58
for
36:58
a
36:58
Fortune
36:59
2000
37:00
company.
37:01
So,
37:02
you
37:02
know,
37:02
running
37:03
a
37:03
simulation
37:04
is
37:04
always
37:04
a
37:05
good
37:05
idea,
37:05
even
37:06
if
37:06
it's
37:06
just
37:06
sitting
37:06
down
37:07
and
37:07
saying,
37:07
what
37:07
would
37:07
we
37:08
do
37:08
if
37:08
X
37:08
would
37:08
happen?
37:09
And
37:10
following
37:10
it
37:10
through
37:11
can
37:11
be
37:11
really,
37:12
really
37:12
useful
37:13
to
37:13
figure
37:13
out
37:14
where
37:14
some
37:14
of
37:14
those
37:14
holes
37:15
are.
37:15
It's
37:15
a
37:15
lot
37:15
easier
37:16
to
37:16
fix
37:16
them
37:17
when
37:17
you're
37:17
not
37:17
staring
37:18
down
37:18
a
37:18
deadline
37:19
with
37:19
a
37:19
reporter
37:19
or
37:20
something.
37:20
Oh,
37:20
absolutely.
37:22
And
37:22
then
37:22
on
37:22
the
37:22
flip
37:23
side
37:23
of
37:23
it,
37:24
once
37:25
the
37:25
crisis
37:26
kicks
37:26
in
37:27
and
37:27
the
37:27
hair
37:27
is
37:28
on
37:28
fire,
37:29
what
37:29
are
37:29
some
37:29
of
37:30
the
37:30
biggest
37:31
mistakes
37:31
that
37:31
people
37:32
make
37:33
when
37:33
they
37:33
don't
37:33
have
37:33
the
37:33
right
37:34
assistance
37:35
that
37:35
lead
37:35
to
37:35
issues
37:36
for
37:36
them?
37:37
I'd
37:37
say
37:37
a
37:37
lot
37:38
of
37:38
it
37:38
sort
37:39
of
37:39
falls
37:39
into
37:39
the.
37:40
Well,
37:40
I
37:40
can
37:40
sol
37:41
myself
37:43
if
37:43
I
37:44
just
37:44
put
37:44
out
37:45
a
37:45
statement
37:45
or
37:46
I
37:46
talk
37:46
to
37:47
the
37:47
reporter
37:48
or
37:48
I,
37:49
you
37:50
know,
37:50
update
37:50
our
37:50
blog.
37:52
Oftentimes
37:53
there
37:53
are
37:53
a
37:53
lot
37:53
of
37:53
considerations
37:54
that,
37:55
that
37:55
go
37:55
into
37:55
that.
37:56
And
37:57
so
37:58
unless
37:58
you're
37:58
the
37:58
CEO
37:59
of
37:59
the
37:59
company
38:00
who
38:00
essentially
38:01
has
38:01
total
38:02
autonomy
38:02
to
38:03
decide
38:04
what
38:04
they're
38:04
going
38:04
to
38:05
do.
38:05
Yeah,
38:06
oftentimes
38:07
it's
38:08
it's
38:09
sort
38:09
of
38:09
counterintuitive,
38:10
but
38:11
taking
38:11
a
38:11
deep
38:11
breath
38:12
and
38:12
thinking
38:12
through
38:12
the
38:13
situation
38:13
a
38:13
little
38:14
bit
38:14
can
38:14
be
38:14
really
38:14
important.
38:15
Cool.
38:16
I
38:16
want
38:16
to
38:16
get
38:16
some
38:17
recommendations
38:18
from
38:18
you
38:18
before
38:18
you
38:19
go
38:19
because
38:19
you
38:19
sound
38:20
like
38:20
a
38:20
very
38:21
accomplished
38:21
user
38:21
of
38:22
different
38:22
tools
38:22
out
38:22
there.
38:23
You
38:23
mentioned
38:24
Whisper
38:25
Flow,
38:25
you
38:25
mentioned
38:26
GPT.
38:27
What
38:27
are
38:27
some
38:27
of
38:27
your
38:28
favorite
38:28
lesser
38:29
known
38:29
tools
38:29
or
38:29
lesser
38:29
known
38:30
ways
38:30
to
38:30
use
38:31
GPT
38:31
that
38:32
you'd
38:32
like
38:32
to
38:33
share
38:33
with
38:33
folks?
38:34
Well,
38:35
I
38:35
think
38:35
Whisper
38:36
Flow
38:36
has
38:36
been
38:37
fun
38:37
lately
38:37
just
38:38
because
38:38
they
38:38
seem
38:38
to
38:38
do
38:39
a
38:39
really
38:39
good
38:39
job
38:40
of
38:40
figuring
38:41
out
38:41
how
38:41
to
38:41
capture
38:42
voice
38:42
and
38:43
turn
38:43
it
38:43
into
38:43
something
38:44
useful.
38:46
We've
38:46
been
38:47
playing
38:47
around
38:47
with
38:48
Avatar
38:49
Ify,
38:49
which
38:50
is
38:50
basically
38:51
a
38:51
kid
38:52
sort
38:52
of
38:52
animating
38:53
things,
38:55
animating
38:56
people
38:56
talking,
38:56
but
38:57
is
38:57
really
38:57
thought
38:58
provoking
38:59
when
38:59
you
38:59
play
38:59
around
39:00
with
39:00
it
39:00
just
39:00
in
39:01
terms
39:01
of
39:01
what
39:01
the
39:01
implications
39:02
might
39:02
be.
39:03
I
39:03
know
39:03
it
39:04
sounds
39:04
really
39:04
basic,
39:05
but
39:05
just
39:05
using
39:06
actual
39:06
tools
39:09
I
39:09
enjoy
39:10
using
39:10
Perplexity.
39:11
I
39:11
use
39:11
most
39:12
of
39:12
the
39:14
major
39:15
engines,
39:16
so
39:16
much
39:16
so
39:16
that
39:16
we've
39:17
had
39:17
to
39:17
have
39:17
an
39:17
intervention
39:18
about
39:18
how
39:18
many
39:18
we
39:19
subscribe
39:19
to.
39:21
But
39:21
I
39:21
think
39:21
just
39:21
trying
39:22
them
39:22
out,
39:23
trying
39:23
different
39:23
things
39:24
can
39:24
be
39:24
really
39:24
helpful.
39:26
Same
39:26
that
39:27
software
39:27
subscriptions
39:28
line
39:28
item
39:29
at
39:29
the
39:29
end
39:29
of
39:29
the
39:29
month
39:30
always
39:30
raises
39:31
some
39:31
questions
39:31
on
39:31
my
39:32
end
39:32
as
39:32
well.
39:32
For
39:34
yeah,
39:34
for
39:35
sure.
39:36
And
39:36
I
39:36
think
39:36
Whisper
39:37
Floor
39:37
myself
39:37
I've
39:37
been
39:37
tempted
39:38
to
39:38
use
39:38
it
39:38
because
39:39
I
39:39
use
39:40
Google
39:40
Docs
39:41
voice
39:41
typing
39:42
and
39:43
the
39:43
lack
39:44
of
39:44
accuracy
39:45
I
39:45
find
39:45
frustrating
39:46
and
39:46
troubling
39:47
sometimes.
39:48
And
39:49
I've
39:49
only
39:49
played
39:49
with
39:49
the
39:49
free
39:50
version
39:50
of
39:50
Whisper
39:50
and
39:51
it
39:51
seemed
39:51
to
39:51
do
39:51
a
39:51
lot
39:52
better
39:52
job
39:52
of
39:54
not
39:54
only
39:55
getting
39:56
the
39:56
words
39:56
correct
39:56
but
39:57
also
39:57
the
39:58
formatting
39:59
seemed
39:59
to
39:59
flow
39:59
a
39:59
lot
40:00
more
40:00
nicely
40:00
with
40:01
the
40:01
the
40:02
periods
40:02
and
40:02
the
40:03
paragraphs
40:03
and
40:04
the
40:04
exclamation
40:05
marks
40:05
and
40:05
the
40:06
other
40:06
things
40:06
like
40:06
that.
40:06
So
40:07
yeah,
40:07
I'll
40:08
definitely
40:09
you
40:09
might
40:10
have
40:10
just
40:10
added
40:10
another
40:11
$10
40:11
onto
40:11
my
40:14
line
40:14
item
40:14
with
40:14
that
40:15
little
40:15
tip.
40:18
So
40:18
before
40:18
you
40:18
head
40:19
off
40:19
Josh,
40:19
it's
40:20
been
40:20
so
40:20
fantastic
40:21
to
40:21
have
40:21
you
40:21
on
40:22
today
40:22
and
40:23
sharing
40:24
all
40:24
this
40:24
wonderful
40:25
insight
40:25
about
40:25
one
40:26
of
40:26
the
40:26
world's
40:27
most
40:27
trusted
40:27
and
40:28
wonderful
40:28
data
40:28
sources
40:29
in
40:30
Wikipedia
40:30
and
40:31
all
40:31
the
40:31
ramifications
40:31
off
40:32
of
40:32
that.
40:32
For
40:32
people
40:33
who
40:33
want
40:33
to
40:33
learn
40:33
more
40:33
about
40:33
managing
40:34
the
40:34
reputation
40:35
about
40:35
Wikipedia,
40:35
about
40:36
SEO,
40:36
about
40:36
reputation
40:37
management
40:37
and
40:37
all
40:37
the
40:38
other
40:38
great
40:38
things
40:38
that
40:38
you
40:39
and
40:39
the
40:39
Mather
40:40
group
40:40
do.
40:40
Where
40:40
are
40:40
the
40:41
best
40:41
places
40:41
to
40:41
find
40:41
you?
40:42
Usually
40:42
you
40:43
can
40:43
just
40:43
go
40:43
to
40:43
our
40:43
website
40:44
www.themathergroupllc.com
40:48
and
40:49
all
40:49
the
40:49
socials
40:50
that
40:50
go
40:50
along
40:50
with
40:50
it
40:51
as
40:51
well
40:52
as
40:52
you
40:52
can
40:52
find
40:52
me
40:53
and
40:53
the
40:53
company
40:53
on
40:53
LinkedIn
40:54
and
40:54
and
40:55
always
40:55
happy
40:55
to
40:56
chat
40:56
with
40:56
anyone
40:56
who
40:56
wants
40:57
to
40:57
talk
40:57
about
40:57
any
40:57
of
40:58
this.
40:58
Fabulous.
40:59
Well,
40:59
thanks
40:59
so
41:00
much
41:00
for
41:00
coming
41:00
on.
41:00
It's
41:00
been
41:01
a
41:01
pleasure
41:01
to
41:02
talk
41:02
with
41:02
you.
41:03
Thanks
41:04
for
41:04
joining
41:04
us
41:05
and
41:06
see
41:06
you
41:06
next
41:06
time.
41:07
All
41:07
right.
41:07
Sounds
41:08
good.
41:08
Thank
41:08
you
41:08
for
41:08
having
41:09
me.
41:09
All
41:09
the
41:09
best.
41:10
Thanks
41:11
for
41:11
tuning
41:11
in
41:11
to
41:11
scale
41:12
your
41:12
business
41:12
with
41:12
data.
41:13
If
41:13
today's
41:14
conversation
41:14
gave
41:14
you
41:15
even
41:15
one
41:15
insight,
41:15
one
41:16
aha
41:16
moment,
41:17
or
41:17
one
41:17
new
41:17
idea
41:18
to
41:18
take
41:18
action
41:18
on,
41:19
do
41:19
me
41:19
a
41:19
favor,
41:21
subscribe,
41:21
leave
41:21
a
41:22
review,
41:22
and
41:22
share
41:22
this
41:23
with
41:23
someone
41:23
who's
41:23
ready
41:23
to
41:24
level
41:24
up.
41:24
Until
41:25
next
41:25
time,
41:25
keep
41:26
asking
41:26
the
41:26
right
41:26
questions,
41:27
keep
41:27
challenging
41:28
the
41:28
status
41:28
quo,
41:29
and
41:29
keep
41:29
scaling
41:30
with
41:30
data.