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Data shows local SEO delivers results in 30 days, expert explains · Private Equity Data Guy

• 0:00
  It's
• 0:00
  very
• 0:00
  hard
• 0:00
  to
• 0:00
  create
• 0:01
  an
• 0:01
  AI
• 0:02
  podcast
• 0:02
  interview
• 0:03
  that
• 0:03
  seems
• 0:04
  and
• 0:04
  I
• 0:04
  think
• 0:04
  people
• 0:05
  are
• 0:05
  getting
• 0:05
  better
• 0:05
  at
• 0:05
  spotting
• 0:06
  it
• 0:06
  as
• 0:07
  well.
• 0:07
  It's
• 0:07
  all
• 0:07
  based
• 0:08
  on
• 0:08
  genuine
• 0:08
  insight
• 0:09
  then.
• 0:09
  You
• 0:09
  know,
• 0:09
  I
• 0:10
  know
• 0:10
  a
• 0:10
  lot
• 0:10
  of
• 0:10
  marketing
• 0:11
  funnels
• 0:11
  now
• 0:11
  or
• 0:12
  marketing
• 0:12
  engines
• 0:14
  start
• 0:14
  off
• 0:14
  with
• 0:15
  a
• 0:15
  thought
• 0:15
  leadership
• 0:16
  interview.
• 0:17
  That
• 0:17
  didn't
• 0:17
  used
• 0:17
  to
• 0:18
  happen
• 0:18
  really.
• 0:18
  You
• 0:19
  know,
• 0:19
  when
• 0:19
  we
• 0:19
  were
• 0:19
  creating
• 0:20
  blog
• 0:20
  content
• 0:20
  for
• 0:20
  the
• 0:20
  CBD
• 0:21
  business,
• 0:22
  when
• 0:22
  we
• 0:22
  first
• 0:22
  started
• 0:23
  the
• 0:23
  e
• 0:23
  commerce
• 0:23
  business,
• 0:24
  there
• 0:24
  was
• 0:24
  a
• 0:24
  lot
• 0:24
  of
• 0:24
  hype
• 0:26
  in
• 0:26
  the
• 0:26
  kind
• 0:26
  of
• 0:27
  D2C
• 0:28
  brand
• 0:28
  space
• 0:28
  of
• 0:29
  lifetime
• 0:29
  value
• 0:30
  over
• 0:31
  360
• 0:31
  days.
• 0:32
  If
• 0:32
  you
• 0:33
  are
• 0:33
  willing
• 0:33
  to
• 0:33
  put
• 0:34
  in
• 0:34
  the
• 0:34
  work
• 0:34
  and
• 0:35
  kind
• 0:36
  of
• 0:36
  don't
• 0:36
  have
• 0:36
  an
• 0:37
  ego
• 0:37
  as
• 0:37
  to
• 0:37
  the
• 0:37
  type
• 0:37
  of
• 0:38
  business
• 0:38
  you
• 0:38
  run
• 0:38
  and
• 0:38
  you
• 0:39
  don't
• 0:39
  care
• 0:39
  about
• 0:39
  being
• 0:40
  at
• 0:40
  a
• 0:40
  bar
• 0:40
  and
• 0:40
  saying,
• 0:40
  oh,
• 0:41
  I
• 0:41
  run
• 0:41
  a
• 0:41
  window
• 0:41
  cleaning
• 0:42
  company.
• 0:43
  It's
• 0:43
  a
• 0:43
  pretty
• 0:44
  good
• 0:44
  business
• 0:44
  to
• 0:45
  be
• 0:45
  able
• 0:45
  to
• 0:45
  build
• 0:46
  scale
• 0:47
  and
• 0:47
  build
• 0:47
  cash
• 0:48
  flow
• 0:48
  from
• 0:49
  because
• 0:49
  your
• 0:49
  competition
• 0:50
  is
• 0:50
  local.
• 0:51
  You're
• 0:51
  listening
• 0:51
  to
• 0:51
  the
• 0:51
  Transformed
• 0:52
  with
• 0:52
  Data
• 0:53
  podcast
• 0:53
  with
• 0:53
  Graham
• 0:54
  Crawford,
• 0:54
  CEO
• 0:55
  of
• 0:55
  Crawford
• 0:56
  McMillan.
• 0:56
  Grant.
• 0:57
  Graham
• 0:57
  is
• 0:57
  here
• 0:57
  to
• 0:57
  share
• 0:57
  something
• 0:58
  he's
• 0:58
  genuinely
• 0:58
  passionate
• 0:59
  about.
• 0:59
  He's
• 0:59
  going
• 1:00
  to
• 1:00
  show
• 1:00
  you
• 1:00
  how
• 1:00
  data
• 1:01
  can
• 1:01
  completely
• 1:01
  change
• 1:02
  the
• 1:02
  outcome
• 1:02
  for
• 1:02
  both
• 1:03
  people
• 1:03
  and
• 1:03
  businesses.
• 1:04
  In
• 1:04
  each
• 1:04
  episode,
• 1:05
  he
• 1:05
  sits
• 1:05
  down
• 1:05
  with
• 1:06
  real
• 1:06
  people
• 1:06
  who've
• 1:06
  done
• 1:07
  incredible
• 1:07
  things
• 1:07
  with
• 1:07
  data.
• 1:08
  But
• 1:08
  don't
• 1:09
  worry,
• 1:09
  these
• 1:09
  aren't
• 1:10
  your
• 1:10
  typical
• 1:10
  dry
• 1:11
  case
• 1:11
  studies.
• 1:11
  Graham
• 1:12
  and
• 1:12
  his
• 1:12
  guests
• 1:13
  bring
• 1:13
  you
• 1:13
  stories
• 1:13
  about
• 1:13
  leaders
• 1:14
  and
• 1:14
  innovators
• 1:15
  who
• 1:15
  saw
• 1:15
  something
• 1:15
  in
• 1:15
  their
• 1:16
  data
• 1:16
  that
• 1:16
  sparked
• 1:17
  a
• 1:17
  brand
• 1:17
  new
• 1:17
  reality.
• 1:18
  These
• 1:18
  are
• 1:19
  changes
• 1:19
  that
• 1:19
  tore
• 1:19
  through
• 1:20
  entire
• 1:20
  industries,
• 1:21
  upended
• 1:21
  company
• 1:22
  cultures,
• 1:23
  and
• 1:23
  sometimes
• 1:23
  even
• 1:24
  changed
• 1:24
  lives.
• 1:25
  So
• 1:25
  whether
• 1:25
  you're
• 1:26
  a
• 1:26
  data
• 1:26
  enthusiast
• 1:27
  or
• 1:27
  just
• 1:27
  curious
• 1:28
  about
• 1:28
  how
• 1:28
  to
• 1:28
  find
• 1:29
  the
• 1:29
  truth
• 1:29
  in
• 1:29
  your
• 1:30
  data,
• 1:30
  join
• 1:30
  Graham
• 1:31
  as
• 1:31
  he
• 1:31
  discovers
• 1:32
  how
• 1:32
  data
• 1:32
  becomes
• 1:33
  more
• 1:33
  than
• 1:33
  just
• 1:34
  numbers.
• 1:35
  It
• 1:35
  becomes
• 1:35
  the
• 1:35
  spark
• 1:36
  that
• 1:36
  ignites
• 1:36
  real,
• 1:37
  meaningful
• 1:38
  change.
• 1:39
  Let's
• 1:39
  get
• 1:39
  started.
• 1:40
  Thanks
• 1:40
  for
• 1:40
  listening.
• 1:41
  Some
• 1:41
  business
• 1:41
  strategies
• 1:42
  die
• 1:42
  inside
• 1:42
  pretty
• 1:43
  dashboards.
• 1:43
  Elliot
• 1:44
  Blacklist
• 1:44
  didn't.
• 1:45
  He
• 1:45
  scaled
• 1:45
  the
• 1:45
  CBD
• 1:46
  brand
• 1:46
  through
• 1:47
  advertising
• 1:47
  bands
• 1:48
  and
• 1:48
  is
• 1:48
  now
• 1:49
  engineering
• 1:50
  digital
• 1:50
  marketing
• 1:50
  systems
• 1:51
  in
• 1:51
  the
• 1:51
  modern
• 1:51
  AI
• 1:52
  era
• 1:52
  that
• 1:53
  help
• 1:53
  brick
• 1:53
  and
• 1:53
  mortar
• 1:53
  service
• 1:54
  businesses.
• 1:54
  And
• 1:55
  he
• 1:55
  backs
• 1:55
  it
• 1:55
  all
• 1:55
  with
• 1:55
  a
• 1:55
  work
• 1:55
  for
• 1:56
  free
• 1:56
  guarantee
• 1:56
  that
• 1:56
  rewrites
• 1:57
  risk
• 1:57
  equation
• 1:58
  in
• 1:58
  B2B.
• 1:59
  This
• 1:59
  episode
• 2:00
  isn't
• 2:00
  about
• 2:00
  data
• 2:00
  for
• 2:00
  data's
• 2:01
  sake.
• 2:01
  It's
• 2:01
  about
• 2:02
  building
• 2:02
  unfair
• 2:02
  advantages
• 2:03
  and
• 2:03
  growing
• 2:03
  the
• 2:03
  value
• 2:03
  of
• 2:04
  a
• 2:04
  business
• 2:04
  despite
• 2:05
  constraints
• 2:05
  from
• 2:06
  rejection,
• 2:06
  skepticism
• 2:07
  and
• 2:07
  failure
• 2:08
  and
• 2:08
  using
• 2:08
  data
• 2:09
  to
• 2:09
  do
• 2:09
  so.
• 2:10
  Let's
• 2:10
  dive
• 2:10
  into
• 2:10
  it.
• 2:10
  Here's
• 2:11
  my
• 2:11
  friend
• 2:11
  Elliot.
• 2:11
  Great
• 2:12
  to
• 2:12
  have
• 2:12
  you
• 2:12
  on,
• 2:12
  sir.
• 2:12
  Thanks
• 2:13
  Graham.
• 2:13
  Yeah,
• 2:13
  good
• 2:13
  to
• 2:14
  be
• 2:14
  on
• 2:14
  finally.
• 2:15
  Yeah,
• 2:15
  I
• 2:15
  know
• 2:15
  it's
• 2:15
  taken
• 2:15
  us
• 2:16
  a
• 2:16
  while
• 2:16
  to
• 2:16
  get
• 2:16
  it
• 2:16
  arranged,
• 2:17
  but
• 2:17
  glad
• 2:17
  we
• 2:17
  did
• 2:18
  it
• 2:19
  for
• 2:19
  the
• 2:19
  benefit
• 2:20
  of
• 2:20
  everyone
• 2:20
  else.
• 2:20
  I
• 2:20
  remember
• 2:21
  an
• 2:21
  amazing
• 2:21
  story
• 2:21
  you
• 2:21
  shared
• 2:22
  the
• 2:23
  first
• 2:23
  time
• 2:23
  we
• 2:23
  met
• 2:23
  many
• 2:24
  months
• 2:24
  ago
• 2:26
  about
• 2:26
  the
• 2:27
  CBD
• 2:27
  business
• 2:27
  you
• 2:28
  had
• 2:28
  and
• 2:28
  the
• 2:28
  incredible
• 2:29
  success
• 2:29
  story
• 2:30
  that
• 2:30
  that
• 2:30
  was
• 2:30
  for
• 2:31
  the
• 2:31
  listener's
• 2:31
  sake,
• 2:32
  kind
• 2:32
  of
• 2:32
  just
• 2:32
  talk
• 2:32
  us
• 2:32
  through
• 2:33
  that
• 2:33
  story
• 2:33
  at
• 2:33
  a
• 2:33
  high
• 2:34
  level
• 2:34
  and
• 2:34
  remind
• 2:34
  me
• 2:34
  of
• 2:35
  some
• 2:35
  of
• 2:35
  the
• 2:35
  highlights
• 2:36
  and
• 2:36
  how
• 2:36
  you
• 2:36
  made
• 2:36
  it
• 2:37
  such
• 2:37
  a
• 2:37
  success.
• 2:37
  Yeah,
• 2:38
  thanks.
• 2:38
  I
• 2:38
  think
• 2:39
  it
• 2:39
  was,
• 2:39
  in
• 2:39
  a
• 2:39
  weird
• 2:40
  way,
• 2:40
  it
• 2:40
  was
• 2:40
  kind
• 2:40
  of
• 2:40
  success
• 2:40
  despite
• 2:41
  industry,
• 2:43
  which
• 2:43
  if
• 2:43
  I
• 2:43
  was
• 2:43
  to
• 2:44
  do
• 2:44
  it
• 2:44
  again,
• 2:44
  I
• 2:44
  wouldn't,
• 2:44
  wouldn't
• 2:45
  advise
• 2:45
  people
• 2:46
  to
• 2:46
  try
• 2:46
  and
• 2:46
  do.
• 2:47
  We
• 2:47
  got
• 2:48
  involved
• 2:48
  almost
• 2:48
  by
• 2:49
  mistake
• 2:50
  through
• 2:50
  a
• 2:51
  partner
• 2:52
  or
• 2:53
  a
• 2:53
  contact
• 2:53
  in
• 2:53
  Spain
• 2:54
  that
• 2:54
  was
• 2:55
  producing
• 2:56
  really
• 2:57
  high
• 2:57
  quality
• 2:57
  cbd.
• 2:59
  And
• 3:00
  we
• 3:00
  started
• 3:00
  it,
• 3:01
  me
• 3:01
  and
• 3:01
  my
• 3:01
  business
• 3:02
  partner
• 3:02
  Tom
• 3:03
  at
• 3:03
  the
• 3:03
  time,
• 3:03
  we'd
• 3:04
  always
• 3:04
  kind
• 3:04
  of
• 3:04
  done
• 3:04
  side
• 3:05
  projects
• 3:05
  in
• 3:05
  E
• 3:05
  commerce,
• 3:06
  like
• 3:06
  dropshipping.
• 3:07
  I
• 3:07
  had
• 3:07
  like
• 3:07
  a
• 3:07
  bow
• 3:08
  tie
• 3:08
  business
• 3:08
  at
• 3:08
  one
• 3:09
  point.
• 3:09
  I
• 3:09
  used
• 3:09
  to
• 3:09
  kind
• 3:09
  of
• 3:10
  make
• 3:10
  bow
• 3:10
  ties
• 3:11
  at
• 3:11
  home.
• 3:11
  Yeah,
• 3:12
  yeah.
• 3:13
  It
• 3:13
  was
• 3:13
  all
• 3:14
  good
• 3:14
  in
• 3:14
  the
• 3:14
  summers
• 3:14
  and
• 3:15
  then
• 3:15
  would
• 3:15
  have
• 3:15
  to
• 3:15
  kind
• 3:15
  of
• 3:15
  go
• 3:16
  to
• 3:16
  uni
• 3:16
  and
• 3:16
  didn't
• 3:17
  quite
• 3:17
  fancy
• 3:17
  just
• 3:18
  stitching
• 3:19
  bow
• 3:19
  ties
• 3:19
  together
• 3:20
  in
• 3:21
  my
• 3:21
  spare
• 3:21
  time,
• 3:21
  so.
• 3:22
  But
• 3:22
  anyway,
• 3:23
  we
• 3:23
  then
• 3:23
  kind
• 3:24
  of
• 3:24
  started
• 3:24
  a
• 3:24
  side
• 3:24
  project
• 3:25
  as
• 3:25
  I
• 3:25
  left
• 3:25
  my
• 3:26
  job
• 3:27
  in
• 3:27
  sales
• 3:27
  and
• 3:27
  marketing
• 3:28
  for
• 3:28
  B2B
• 3:29
  SaaS.
• 3:31
  And
• 3:32
  not
• 3:32
  long
• 3:32
  after
• 3:33
  we
• 3:34
  were
• 3:34
  then
• 3:34
  in
• 3:35
  first
• 3:35
  COVID
• 3:35
  lockdown
• 3:36
  and
• 3:36
  E
• 3:36
  commerce
• 3:37
  kind
• 3:37
  of
• 3:37
  blew
• 3:37
  up
• 3:38
  and
• 3:38
  CBD
• 3:38
  and
• 3:38
  wellness
• 3:39
  in
• 3:39
  general
• 3:39
  blew
• 3:40
  up
• 3:41
  and
• 3:41
  it
• 3:42
  very
• 3:42
  quickly
• 3:42
  became
• 3:43
  a
• 3:44
  full
• 3:44
  time
• 3:44
  gig
• 3:45
  from
• 3:45
  what
• 3:45
  was
• 3:45
  meant
• 3:45
  to
• 3:46
  be
• 3:46
  kind
• 3:46
  of
• 3:46
  a
• 3:47
  side
• 3:47
  project.
• 3:47
  And
• 3:48
  at
• 3:48
  the
• 3:48
  time
• 3:48
  it
• 3:49
  felt
• 3:49
  like
• 3:49
  very
• 3:49
  much
• 3:49
  a
• 3:50
  rising
• 3:50
  tide.
• 3:51
  There
• 3:51
  was
• 3:51
  a
• 3:51
  lot
• 3:51
  of
• 3:52
  hype
• 3:52
  in
• 3:52
  the
• 3:52
  industry
• 3:53
  about
• 3:53
  it
• 3:54
  being
• 3:54
  worth
• 3:55
  a
• 3:55
  billion
• 3:55
  pounds
• 3:56
  by
• 3:56
  2024
• 3:57
  and
• 3:59
  a
• 3:59
  lot
• 3:59
  of
• 3:59
  money
• 4:00
  being
• 4:00
  pumped
• 4:00
  into
• 4:00
  the
• 4:01
  industry
• 4:01
  and
• 4:01
  we
• 4:02
  were
• 4:02
  completely
• 4:02
  bootstrapped.
• 4:03
  So
• 4:03
  for
• 4:03
  that
• 4:03
  first
• 4:03
  year
• 4:04
  it
• 4:04
  didn't
• 4:04
  take
• 4:04
  anything
• 4:05
  out
• 4:05
  of
• 4:05
  the
• 4:05
  business,
• 4:06
  especially
• 4:06
  with
• 4:07
  E
• 4:07
  commerce.
• 4:07
  It
• 4:07
  was
• 4:07
  quite
• 4:07
  a
• 4:07
  capital
• 4:08
  intensive
• 4:08
  business
• 4:09
  and
• 4:09
  there
• 4:09
  was
• 4:09
  a
• 4:09
  lot
• 4:10
  of
• 4:10
  different
• 4:10
  regulatory
• 4:10
  stuff,
• 4:11
  hoops
• 4:11
  to
• 4:12
  jump
• 4:12
  through,
• 4:12
  different
• 4:12
  suppliers
• 4:13
  that
• 4:13
  we
• 4:13
  had
• 4:13
  to
• 4:13
  go
• 4:14
  through.
• 4:14
  As
• 4:15
  you
• 4:15
  know,
• 4:16
  the
• 4:16
  rules
• 4:17
  are
• 4:17
  being
• 4:17
  chopped
• 4:18
  and
• 4:18
  changed.
• 4:18
  From
• 4:19
  there
• 4:19
  it
• 4:19
  was
• 4:19
  really
• 4:20
  just
• 4:20
  looking
• 4:20
  at,
• 4:21
  okay,
• 4:22
  we
• 4:22
  can't
• 4:22
  compete
• 4:23
  with
• 4:25
  some
• 4:25
  of
• 4:25
  our
• 4:25
  competitors
• 4:26
  that
• 4:26
  have
• 4:26
  raised
• 4:26
  20
• 4:26
  million
• 4:27
  quid
• 4:27
  and
• 4:27
  they're
• 4:27
  just
• 4:28
  going
• 4:28
  into
• 4:28
  retail
• 4:28
  and
• 4:29
  offering
• 4:29
  their
• 4:29
  products
• 4:29
  at
• 4:30
  cost
• 4:30
  price
• 4:31
  basically
• 4:31
  to
• 4:31
  try
• 4:32
  and
• 4:32
  get
• 4:32
  on
• 4:32
  the
• 4:32
  shelves
• 4:34
  and
• 4:34
  picking
• 4:34
  the
• 4:34
  channels
• 4:35
  where
• 4:35
  we
• 4:35
  could
• 4:35
  get
• 4:35
  an
• 4:35
  unfair
• 4:36
  advantage.
• 4:36
  And
• 4:36
  that
• 4:37
  was
• 4:37
  really
• 4:38
  SEO
• 4:38
  and
• 4:38
  content
• 4:39
  marketing
• 4:40
  and
• 4:40
  just
• 4:40
  being
• 4:40
  a
• 4:41
  bit
• 4:41
  kind
• 4:41
  of
• 4:41
  guerrilla
• 4:42
  marketing
• 4:42
  about
• 4:43
  it
• 4:45
  and
• 4:45
  just
• 4:45
  constantly
• 4:46
  testing
• 4:46
  stuff
• 4:47
  within
• 4:47
  the
• 4:47
  SEO
• 4:48
  space.
• 4:48
  And
• 4:48
  it
• 4:49
  was
• 4:49
  a
• 4:49
  really,
• 4:49
  it
• 4:50
  still
• 4:50
  is
• 4:50
  like
• 4:50
  a
• 4:50
  very
• 4:50
  competitive
• 4:52
  area
• 4:52
  industry
• 4:53
  to
• 4:53
  be
• 4:53
  in
• 4:53
  from
• 4:53
  from
• 4:54
  an
• 4:54
  SEO
• 4:54
  and
• 4:54
  content
• 4:54
  perspective.
• 4:55
  But
• 4:55
  we
• 4:56
  kind
• 4:56
  of
• 4:56
  found
• 4:56
  a
• 4:57
  way
• 4:57
  to,
• 4:58
  to
• 4:59
  dominate
• 4:59
  search
• 5:00
  terms
• 5:00
  for
• 5:01
  Especially
• 5:01
  like
• 5:01
  top
• 5:02
  of
• 5:02
  funnel
• 5:02
  and
• 5:03
  use
• 5:03
  that
• 5:03
  to
• 5:03
  grow
• 5:03
  our
• 5:04
  email
• 5:04
  list
• 5:04
  and
• 5:04
  then
• 5:05
  really
• 5:06
  dialing
• 5:06
  in
• 5:07
  our
• 5:07
  email
• 5:07
  sequences
• 5:08
  and
• 5:08
  stuff
• 5:08
  to
• 5:08
  generate
• 5:09
  a
• 5:09
  bit
• 5:09
  of
• 5:09
  a
• 5:09
  growth
• 5:09
  engine
• 5:10
  that
• 5:10
  way.
• 5:10
  That's
• 5:10
  what
• 5:10
  we
• 5:11
  did.
• 5:11
  And
• 5:11
  after
• 5:11
  about
• 5:11
  six
• 5:12
  years
• 5:12
  we
• 5:12
  were
• 5:13
  kind
• 5:13
  of
• 5:13
  in
• 5:13
  the
• 5:14
  fortunate
• 5:14
  position.
• 5:15
  We
• 5:15
  didn't
• 5:15
  go
• 5:15
  out
• 5:15
  and
• 5:16
  try
• 5:16
  and
• 5:16
  sell
• 5:16
  the
• 5:17
  business.
• 5:17
  It
• 5:17
  was
• 5:17
  a
• 5:18
  former
• 5:20
  manufacturing
• 5:20
  partner,
• 5:21
  he
• 5:22
  was
• 5:22
  a
• 5:22
  director
• 5:22
  there,
• 5:22
  then
• 5:23
  moved
• 5:23
  on
• 5:23
  to
• 5:24
  actually
• 5:24
  a
• 5:24
  competitor
• 5:25
  of
• 5:25
  ours
• 5:25
  and
• 5:25
  was
• 5:25
  a
• 5:26
  commercial
• 5:26
  director
• 5:27
  and
• 5:28
  basically
• 5:28
  raised
• 5:29
  money
• 5:29
  from
• 5:30
  friends
• 5:30
  and
• 5:30
  family,
• 5:31
  one
• 5:32
  family
• 5:32
  member
• 5:32
  in
• 5:32
  particular
• 5:33
  who
• 5:33
  had
• 5:33
  done
• 5:34
  really
• 5:34
  well
• 5:34
  with
• 5:34
  a
• 5:34
  data
• 5:35
  business
• 5:35
  actually
• 5:36
  in
• 5:36
  Singapore
• 5:38
  to
• 5:38
  go
• 5:38
  and
• 5:38
  buy
• 5:38
  a
• 5:38
  business
• 5:39
  in
• 5:39
  the
• 5:39
  space.
• 5:40
  And
• 5:40
  we
• 5:40
  were
• 5:40
  kind
• 5:41
  of
• 5:41
  his
• 5:41
  first
• 5:41
  call
• 5:42
  because
• 5:42
  he
• 5:42
  knew
• 5:42
  us
• 5:42
  intimately,
• 5:43
  he
• 5:43
  knew
• 5:43
  that
• 5:43
  we
• 5:44
  were
• 5:44
  well
• 5:44
  run
• 5:44
  and
• 5:45
  we
• 5:45
  were
• 5:45
  almost
• 5:45
  like
• 5:46
  a
• 5:46
  big
• 5:46
  little
• 5:46
  business,
• 5:47
  which
• 5:49
  sounds
• 5:50
  weird,
• 5:50
  but
• 5:51
  we
• 5:52
  were
• 5:53
  a
• 5:53
  very
• 5:53
  well
• 5:53
  run
• 5:54
  lean
• 5:54
  team.
• 5:55
  You
• 5:55
  described
• 5:55
  a
• 5:55
  situation
• 5:56
  where
• 5:56
  you
• 5:56
  were
• 5:56
  up
• 5:56
  against
• 5:57
  venture
• 5:58
  backed
• 5:58
  companies,
• 5:59
  PE
• 5:59
  backed
• 6:00
  companies
• 6:00
  with
• 6:01
  deep
• 6:01
  pockets
• 6:02
  and
• 6:02
  you
• 6:02
  still
• 6:03
  kind
• 6:03
  of
• 6:03
  were
• 6:03
  able
• 6:04
  to
• 6:04
  rise
• 6:04
  to
• 6:04
  the
• 6:04
  top
• 6:04
  and
• 6:05
  become
• 6:05
  one
• 6:05
  of
• 6:06
  those
• 6:06
  rare
• 6:07
  businesses
• 6:07
  that's
• 6:07
  attractive
• 6:08
  to
• 6:08
  a,
• 6:09
  attractive
• 6:09
  to
• 6:10
  a
• 6:10
  buyer.
• 6:11
  How
• 6:11
  did
• 6:11
  you
• 6:12
  use
• 6:12
  the
• 6:12
  information
• 6:13
  you
• 6:13
  were
• 6:13
  getting
• 6:13
  back
• 6:14
  and
• 6:14
  use
• 6:15
  the
• 6:16
  data
• 6:16
  to
• 6:17
  iterate
• 6:17
  that
• 6:17
  approach
• 6:18
  and
• 6:18
  press
• 6:19
  home?
• 6:19
  That
• 6:19
  advantage
• 6:20
  that
• 6:20
  you
• 6:20
  had
• 6:21
  with
• 6:22
  the.
• 6:22
  Marketing
• 6:22
  SEO
• 6:23
  is
• 6:23
  very
• 6:24
  data
• 6:24
  led.
• 6:26
  And
• 6:26
  especially
• 6:27
  the
• 6:27
  issue
• 6:27
  you
• 6:27
  have
• 6:27
  with
• 6:27
  data
• 6:28
  with
• 6:28
  SEO
• 6:29
  is
• 6:29
  it's,
• 6:30
  it's
• 6:30
  the
• 6:30
  lag
• 6:30
  effect
• 6:30
  of
• 6:31
  what
• 6:31
  you
• 6:31
  do
• 6:31
  today
• 6:31
  would
• 6:31
  probably
• 6:32
  have
• 6:32
  an
• 6:32
  impact
• 6:32
  in
• 6:32
  six
• 6:33
  months
• 6:33
  time,
• 6:33
  especially
• 6:33
  when
• 6:34
  it
• 6:34
  comes
• 6:34
  to,
• 6:34
  on
• 6:35
  the
• 6:35
  SERPs.
• 6:36
  So
• 6:36
  by
• 6:36
  that
• 6:36
  I
• 6:36
  mean
• 6:37
  if
• 6:37
  you're
• 6:37
  typing
• 6:37
  in
• 6:38
  organic
• 6:38
  CBD
• 6:39
  oil,
• 6:40
  the
• 6:40
  changes
• 6:40
  I
• 6:41
  make
• 6:41
  today
• 6:41
  won't
• 6:42
  reflect
• 6:42
  in
• 6:42
  where
• 6:43
  the
• 6:43
  business
• 6:43
  appears
• 6:44
  on
• 6:44
  page
• 6:45
  one
• 6:45
  or
• 6:45
  two
• 6:45
  or
• 6:45
  three
• 6:46
  for,
• 6:47
  for
• 6:47
  a
• 6:47
  while.
• 6:47
  It
• 6:47
  takes
• 6:47
  a
• 6:48
  while
• 6:48
  for
• 6:48
  that
• 6:48
  kind
• 6:48
  of
• 6:48
  effort
• 6:49
  to
• 6:49
  pay
• 6:49
  off.
• 6:49
  So
• 6:50
  you're
• 6:50
  really
• 6:50
  tracking
• 6:51
  the
• 6:52
  kind
• 6:52
  of
• 6:52
  leading
• 6:53
  indicators
• 6:54
  on
• 6:55
  a
• 6:55
  weekly,
• 6:56
  you
• 6:56
  know,
• 6:56
  sometimes
• 6:57
  even
• 6:57
  daily
• 6:57
  basis.
• 6:59
  And
• 7:00
  that's
• 7:01
  a
• 7:01
  couple
• 7:01
  of
• 7:01
  different
• 7:02
  elements.
• 7:02
  But
• 7:02
  the
• 7:02
  two
• 7:03
  main
• 7:03
  buckets
• 7:03
  is
• 7:03
  on
• 7:04
  page.
• 7:04
  So
• 7:05
  you're
• 7:06
  looking
• 7:06
  at
• 7:06
  things,
• 7:06
  numbers
• 7:07
  and
• 7:07
  data
• 7:08
  like
• 7:08
  keyword
• 7:08
  distribution
• 7:09
  and
• 7:10
  you're
• 7:10
  mapping
• 7:10
  out
• 7:11
  exactly
• 7:12
  what
• 7:12
  keywords
• 7:13
  you're
• 7:13
  trying
• 7:13
  to
• 7:14
  optimize
• 7:14
  for,
• 7:15
  for
• 7:15
  your
• 7:15
  blog
• 7:16
  posts
• 7:16
  versus
• 7:16
  your
• 7:16
  product
• 7:17
  categories
• 7:17
  versus
• 7:17
  your
• 7:17
  product
• 7:18
  pages.
• 7:20
  And
• 7:20
  you
• 7:20
  know,
• 7:20
  you
• 7:20
  can
• 7:20
  go
• 7:21
  into
• 7:21
  a
• 7:21
  lot
• 7:21
  of
• 7:21
  detail
• 7:22
  there
• 7:23
  and
• 7:23
  then
• 7:23
  the
• 7:24
  other
• 7:24
  side,
• 7:24
  which
• 7:24
  is
• 7:24
  the
• 7:24
  other
• 7:25
  kind
• 7:25
  of
• 7:25
  important
• 7:26
  aspect,
• 7:26
  which
• 7:26
  is
• 7:27
  link
• 7:27
  building,
• 7:28
  so
• 7:28
  building
• 7:28
  out
• 7:28
  backlinks
• 7:29
  and
• 7:31
  there's
• 7:31
  opportunity
• 7:31
  there
• 7:32
  to
• 7:32
  be
• 7:32
  just
• 7:33
  as
• 7:33
  if
• 7:33
  not
• 7:34
  more
• 7:34
  data
• 7:35
  led
• 7:35
  than
• 7:35
  the
• 7:35
  on
• 7:36
  page
• 7:36
  stuff
• 7:36
  because
• 7:38
  a
• 7:38
  lot
• 7:38
  of
• 7:38
  that
• 7:39
  is
• 7:39
  outreach
• 7:40
  and
• 7:41
  that
• 7:41
  then
• 7:41
  almost
• 7:41
  becomes
• 7:42
  a
• 7:42
  sales
• 7:42
  funnel
• 7:43
  and
• 7:44
  approaching
• 7:45
  it
• 7:45
  that
• 7:45
  way.
• 7:45
  But
• 7:46
  one
• 7:46
  area
• 7:46
  we
• 7:46
  did
• 7:47
  really
• 7:47
  well
• 7:47
  with
• 7:47
  was
• 7:48
  Kind
• 7:49
  of
• 7:49
  receptive
• 7:50
  link
• 7:50
  building.
• 7:51
  So
• 7:51
  we
• 7:51
  would
• 7:51
  create
• 7:53
  one
• 7:53
  blog
• 7:53
  article
• 7:54
  in
• 7:54
  particular
• 7:54
  we
• 7:54
  did,
• 7:55
  which
• 7:55
  was
• 7:55
  just
• 7:56
  about
• 7:56
  CBD
• 7:56
  statistics
• 7:57
  in
• 7:57
  the
• 7:57
  uk.
• 7:58
  And
• 7:58
  initially
• 7:59
  we
• 7:59
  just
• 7:59
  pulled
• 8:00
  together
• 8:00
  different
• 8:00
  statistics
• 8:01
  from
• 8:01
  other
• 8:01
  publications
• 8:02
  and
• 8:02
  other
• 8:02
  reports
• 8:03
  into
• 8:04
  one
• 8:04
  big
• 8:05
  mega
• 8:05
  blog
• 8:05
  post.
• 8:06
  And
• 8:06
  it
• 8:06
  would
• 8:06
  get
• 8:06
  cited
• 8:07
  all
• 8:07
  the
• 8:07
  time
• 8:07
  by
• 8:07
  major
• 8:08
  publications.
• 8:08
  And
• 8:08
  that
• 8:09
  was
• 8:09
  a
• 8:09
  really
• 8:09
  effective
• 8:10
  link
• 8:11
  building
• 8:11
  tool
• 8:11
  for
• 8:11
  us.
• 8:12
  Then
• 8:12
  we
• 8:12
  started
• 8:13
  to
• 8:13
  create
• 8:13
  some
• 8:13
  of
• 8:14
  our
• 8:14
  own
• 8:14
  kind
• 8:14
  of
• 8:14
  proprietary
• 8:15
  data
• 8:15
  to
• 8:16
  put
• 8:16
  in
• 8:16
  there.
• 8:17
  And
• 8:17
  that's
• 8:17
  when
• 8:17
  it
• 8:17
  then
• 8:18
  really
• 8:18
  accelerated.
• 8:19
  And
• 8:19
  once
• 8:19
  we
• 8:19
  had
• 8:20
  an
• 8:20
  asset
• 8:21
  like
• 8:21
  that,
• 8:21
  you
• 8:22
  know,
• 8:22
  and
• 8:22
  we
• 8:22
  were
• 8:22
  sitting
• 8:23
  on
• 8:23
  top
• 8:23
  of
• 8:23
  Google
• 8:24
  for
• 8:24
  CB
• 8:24
  Statistics
• 8:24
  uk,
• 8:25
  especially
• 8:25
  at
• 8:25
  the
• 8:25
  time,
• 8:26
  where
• 8:27
  it
• 8:27
  was
• 8:27
  a
• 8:27
  real
• 8:28
  frothy
• 8:28
  industry,
• 8:28
  there's
• 8:29
  a
• 8:29
  lot
• 8:29
  of
• 8:29
  people
• 8:29
  writing
• 8:30
  about
• 8:30
  it.
• 8:31
  We
• 8:31
  got
• 8:32
  some,
• 8:32
  you
• 8:32
  know,
• 8:32
  really
• 8:32
  good
• 8:33
  mentions
• 8:33
  in
• 8:34
  press
• 8:34
  and
• 8:35
  stuff
• 8:35
  like
• 8:35
  that.
• 8:35
  Through.
• 8:36
  Through
• 8:36
  it.
• 8:37
  Through
• 8:38
  delivering
• 8:38
  free
• 8:39
  value.
• 8:39
  Right.
• 8:39
  And
• 8:39
  I
• 8:40
  think
• 8:40
  we
• 8:40
  read
• 8:41
  over
• 8:41
  and
• 8:41
  over
• 8:41
  again
• 8:42
  that,
• 8:42
  you
• 8:42
  know,
• 8:42
  delivering
• 8:43
  free
• 8:43
  value
• 8:44
  up
• 8:44
  front
• 8:45
  and
• 8:45
  building
• 8:45
  distribution
• 8:46
  as
• 8:46
  a
• 8:46
  moat
• 8:48
  is
• 8:48
  important,
• 8:49
  but
• 8:49
  I
• 8:49
  think
• 8:50
  certainly
• 8:50
  based
• 8:51
  on
• 8:51
  what
• 8:51
  I've
• 8:51
  read
• 8:51
  that
• 8:52
  that's
• 8:52
  becoming
• 8:52
  even
• 8:53
  more
• 8:53
  and
• 8:53
  more
• 8:53
  important.
• 8:54
  Like
• 8:54
  having
• 8:55
  a
• 8:56
  building
• 8:56
  an
• 8:56
  audience
• 8:57
  that
• 8:57
  trusts
• 8:57
  you
• 8:58
  in
• 8:59
  the
• 8:59
  subject
• 8:59
  that
• 9:00
  you're
• 9:00
  working
• 9:00
  in.
• 9:01
  How
• 9:01
  do
• 9:01
  you
• 9:01
  measure
• 9:01
  that?
• 9:02
  Right.
• 9:02
  What
• 9:02
  are
• 9:02
  some
• 9:02
  of
• 9:03
  the
• 9:03
  ways
• 9:03
  and
• 9:03
  tricks
• 9:03
  that
• 9:03
  you
• 9:03
  use
• 9:04
  to
• 9:04
  measure
• 9:04
  that?
• 9:04
  You
• 9:04
  mentioned
• 9:04
  the
• 9:04
  email
• 9:05
  list
• 9:05
  and
• 9:05
  the
• 9:05
  funnel
• 9:06
  iterations
• 9:06
  that
• 9:06
  you
• 9:07
  were
• 9:07
  doing.
• 9:07
  Like
• 9:07
  what
• 9:07
  are
• 9:07
  some
• 9:07
  of
• 9:08
  the
• 9:08
  things
• 9:08
  you're
• 9:08
  measuring
• 9:08
  there?
• 9:08
  We'd
• 9:09
  have
• 9:09
  an
• 9:09
  NPS
• 9:09
  score,
• 9:11
  NPS
• 9:11
  survey
• 9:11
  that
• 9:11
  would
• 9:12
  go
• 9:12
  out
• 9:12
  pretty
• 9:12
  consistently.
• 9:14
  We'd
• 9:14
  then
• 9:14
  use
• 9:15
  that
• 9:15
  for
• 9:15
  anyone
• 9:15
  that
• 9:16
  came
• 9:16
  across
• 9:16
  as
• 9:16
  a
• 9:16
  promoter.
• 9:17
  We'd
• 9:17
  then
• 9:17
  use
• 9:17
  that
• 9:17
  to
• 9:18
  funnel
• 9:18
  them
• 9:19
  on
• 9:19
  to
• 9:19
  give
• 9:19
  a
• 9:19
  trustpilot
• 9:20
  review
• 9:20
  or
• 9:21
  review
• 9:22
  the
• 9:22
  actual
• 9:22
  product.
• 9:23
  So
• 9:23
  that
• 9:24
  was
• 9:24
  our
• 9:25
  major
• 9:26
  data.
• 9:26
  But
• 9:26
  as
• 9:26
  part
• 9:27
  of
• 9:27
  that
• 9:27
  we
• 9:27
  had
• 9:27
  other
• 9:29
  survey
• 9:29
  questions
• 9:30
  in
• 9:30
  there.
• 9:30
  But
• 9:31
  it's
• 9:31
  a
• 9:31
  good
• 9:31
  question.
• 9:32
  It's
• 9:32
  something
• 9:33
  that
• 9:33
  I
• 9:33
  think
• 9:33
  is
• 9:33
  even
• 9:33
  more
• 9:34
  important
• 9:34
  now
• 9:35
  than
• 9:35
  it
• 9:35
  was
• 9:35
  when
• 9:35
  we
• 9:35
  were
• 9:35
  in
• 9:36
  the
• 9:36
  midst
• 9:36
  of
• 9:37
  building
• 9:37
  the
• 9:37
  business
• 9:37
  three,
• 9:38
  four
• 9:38
  years
• 9:38
  ago
• 9:39
  because
• 9:39
  of
• 9:39
  the
• 9:39
  amount
• 9:40
  of
• 9:41
  kind
• 9:41
  of
• 9:41
  AI
• 9:42
  slop
• 9:43
  that
• 9:43
  that
• 9:43
  is,
• 9:44
  that
• 9:44
  is
• 9:44
  so
• 9:44
  easy
• 9:45
  to
• 9:45
  make.
• 9:45
  You
• 9:45
  know,
• 9:46
  kind
• 9:46
  of
• 9:46
  going
• 9:46
  back
• 9:46
  now
• 9:46
  into
• 9:47
  the
• 9:47
  industry
• 9:47
  and,
• 9:47
  and
• 9:48
  it's,
• 9:48
  it's
• 9:48
  slightly
• 9:49
  different
• 9:49
  now
• 9:49
  because
• 9:49
  it's
• 9:50
  local
• 9:50
  SEO,
• 9:51
  so
• 9:51
  it's
• 9:51
  not
• 9:51
  so
• 9:52
  much
• 9:52
  like
• 9:52
  blog,
• 9:52
  blog
• 9:53
  content,
• 9:53
  but
• 9:54
  it's
• 9:54
  a
• 9:54
  challenge
• 9:55
  now
• 9:55
  to
• 9:55
  create
• 9:57
  value.
• 9:58
  This
• 9:58
  time
• 9:58
  seven
• 9:59
  years
• 9:59
  ago,
• 10:00
  putting
• 10:00
  together
• 10:00
  a
• 10:01
  really
• 10:01
  well
• 10:01
  thought
• 10:01
  out
• 10:02
  blog
• 10:02
  post
• 10:04
  was,
• 10:04
  you
• 10:05
  know,
• 10:05
  creating
• 10:05
  value
• 10:06
  then.
• 10:06
  Now
• 10:07
  it's
• 10:07
  very
• 10:07
  easy
• 10:08
  to
• 10:08
  do
• 10:08
  that.
• 10:08
  It's
• 10:08
  been
• 10:08
  almost
• 10:09
  completely
• 10:09
  commoditized.
• 10:10
  So
• 10:10
  it's
• 10:11
  now
• 10:11
  looking
• 10:11
  at
• 10:12
  how
• 10:13
  you
• 10:13
  use
• 10:14
  other
• 10:14
  marketing
• 10:15
  channels
• 10:15
  or
• 10:15
  adapt
• 10:16
  your
• 10:16
  existing
• 10:16
  ones
• 10:17
  to
• 10:17
  build
• 10:17
  that
• 10:18
  trust
• 10:18
  and
• 10:18
  credibility.
• 10:20
  And
• 10:21
  Part
• 10:21
  of
• 10:21
  what
• 10:21
  you're
• 10:21
  doing
• 10:22
  here
• 10:22
  I
• 10:22
  think
• 10:23
  is
• 10:24
  probably
• 10:24
  the
• 10:25
  best
• 10:25
  way
• 10:25
  to
• 10:25
  go
• 10:25
  about
• 10:25
  it
• 10:26
  because
• 10:27
  at
• 10:28
  least
• 10:28
  for
• 10:28
  now,
• 10:28
  it's
• 10:29
  very
• 10:29
  hard
• 10:29
  to
• 10:29
  create
• 10:30
  an
• 10:30
  AI
• 10:30
  podcast
• 10:31
  interview.
• 10:32
  That
• 10:32
  seems,
• 10:33
  and
• 10:33
  I
• 10:33
  think
• 10:33
  people
• 10:33
  are
• 10:34
  getting
• 10:34
  better
• 10:34
  at
• 10:34
  spotting
• 10:35
  it
• 10:35
  as
• 10:36
  well.
• 10:36
  It's
• 10:36
  all
• 10:36
  based
• 10:36
  on
• 10:37
  genuine
• 10:37
  insight
• 10:38
  then.
• 10:38
  I
• 10:38
  know
• 10:39
  a
• 10:39
  lot
• 10:39
  of
• 10:39
  marketing
• 10:39
  funnels
• 10:40
  now
• 10:40
  or
• 10:41
  marketing
• 10:41
  engines
• 10:43
  start
• 10:43
  off
• 10:43
  with
• 10:43
  a
• 10:44
  thought
• 10:44
  leadership
• 10:44
  interview.
• 10:46
  That
• 10:46
  didn't
• 10:46
  used
• 10:46
  to
• 10:46
  happen
• 10:47
  really.
• 10:47
  You
• 10:48
  know,
• 10:48
  when
• 10:48
  we
• 10:48
  were
• 10:48
  creating
• 10:48
  blog
• 10:49
  content
• 10:49
  for
• 10:49
  the
• 10:49
  CBD
• 10:50
  business,
• 10:51
  we
• 10:51
  weren't
• 10:51
  necessarily
• 10:52
  sitting
• 10:52
  down
• 10:53
  and
• 10:53
  putting
• 10:53
  our
• 10:53
  expertise
• 10:54
  or
• 10:55
  like
• 10:55
  having
• 10:55
  an
• 10:55
  interview
• 10:55
  and
• 10:56
  then
• 10:56
  repurposing
• 10:56
  that
• 10:56
  into
• 10:57
  a
• 10:57
  blog.
• 10:57
  We
• 10:58
  were
• 10:58
  going
• 10:58
  after
• 10:58
  keywords
• 10:59
  and
• 10:59
  search
• 11:00
  terms
• 11:00
  and
• 11:01
  volume
• 11:01
  and
• 11:02
  optimizing
• 11:02
  that
• 11:03
  on
• 11:03
  page
• 11:03
  for
• 11:03
  Google,
• 11:04
  not
• 11:04
  necessarily
• 11:04
  the
• 11:05
  reader.
• 11:06
  Now
• 11:07
  it's
• 11:07
  kind
• 11:07
  of
• 11:07
  becoming
• 11:08
  okay,
• 11:09
  how,
• 11:09
  which
• 11:09
  I
• 11:10
  think
• 11:10
  is
• 11:10
  a
• 11:10
  great
• 11:11
  thing
• 11:11
  by
• 11:11
  the
• 11:11
  way.
• 11:11
  It's
• 11:12
  like,
• 11:12
  okay,
• 11:12
  how
• 11:12
  do
• 11:12
  we
• 11:12
  actually
• 11:13
  provide
• 11:13
  value
• 11:13
  to
• 11:13
  the
• 11:13
  reader?
• 11:14
  We're
• 11:14
  not
• 11:14
  just
• 11:14
  trying
• 11:14
  to
• 11:14
  like
• 11:14
  game
• 11:15
  the
• 11:15
  algorithm
• 11:16
  of
• 11:16
  Google
• 11:17
  anymore.
• 11:17
  Exactly.
• 11:17
  Yeah,
• 11:18
  those
• 11:18
  win
• 11:18
  conditions
• 11:19
  make
• 11:19
  for
• 11:19
  better
• 11:19
  content.
• 11:20
  Yeah,
• 11:20
  yeah,
• 11:21
  exactly.
• 11:22
  And
• 11:22
  you
• 11:22
  know,
• 11:23
  you
• 11:23
  see
• 11:23
  it's
• 11:23
  slightly
• 11:24
  different
• 11:24
  with
• 11:24
  AI
• 11:25
  now
• 11:26
  because
• 11:26
  they,
• 11:27
  I
• 11:27
  mean
• 11:27
  essentially
• 11:28
  if
• 11:28
  you've
• 11:28
  got
• 11:28
  good
• 11:28
  SEO,
• 11:29
  you're
• 11:30
  gonna,
• 11:30
  you've
• 11:30
  got
• 11:30
  a
• 11:31
  good
• 11:31
  chance
• 11:31
  of
• 11:31
  being
• 11:31
  recommended
• 11:32
  in,
• 11:32
  you
• 11:32
  know,
• 11:33
  by
• 11:33
  ChatGPT
• 11:33
  or
• 11:34
  some
• 11:34
  other
• 11:34
  LLM.
• 11:35
  They
• 11:35
  weight
• 11:36
  things
• 11:36
  slightly
• 11:36
  differently
• 11:37
  and
• 11:37
  it's,
• 11:37
  it's
• 11:38
  difficult
• 11:38
  to
• 11:38
  tell
• 11:38
  at
• 11:38
  the
• 11:38
  moment.
• 11:39
  It's,
• 11:39
  it's
• 11:39
  all
• 11:39
  kind,
• 11:40
  you
• 11:40
  know,
• 11:40
  I'm
• 11:40
  sure
• 11:41
  in
• 11:41
  two
• 11:41
  years
• 11:41
  time
• 11:41
  it'll
• 11:41
  be
• 11:42
  more
• 11:42
  of
• 11:43
  a
• 11:43
  playbook
• 11:43
  you
• 11:43
  follow
• 11:43
  to
• 11:44
  try
• 11:44
  and
• 11:44
  get
• 11:44
  into
• 11:45
  these
• 11:45
  search
• 11:46
  recommendations
• 11:47
  from,
• 11:47
  from
• 11:49
  OpenAI
• 11:49
  or
• 11:50
  whatever
• 11:50
  else.
• 11:51
  The
• 11:51
  same
• 11:51
  with
• 11:51
  everything
• 11:51
  being
• 11:52
  commoditized
• 11:52
  though.
• 11:52
  Like
• 11:52
  once
• 11:53
  the
• 11:53
  playbook's
• 11:53
  out
• 11:53
  there
• 11:53
  and
• 11:54
  everyone's
• 11:54
  got
• 11:54
  it,
• 11:54
  like
• 11:55
  you're
• 11:55
  going
• 11:55
  to
• 11:55
  have
• 11:55
  to
• 11:55
  find
• 11:55
  something
• 11:56
  else
• 11:56
  to
• 11:57
  do
• 11:57
  than
• 11:57
  the
• 11:57
  thing
• 11:57
  that
• 11:58
  everyone
• 11:58
  else
• 11:58
  is
• 11:58
  doing.
• 11:58
  Yeah,
• 11:59
  I
• 11:59
  mean
• 11:59
  it's
• 12:00
  interesting
• 12:00
  now
• 12:00
  because
• 12:01
  you
• 12:01
  know,
• 12:01
  it's
• 12:01
  clear
• 12:02
  that
• 12:02
  OpenAI
• 12:03
  take
• 12:03
  a
• 12:04
  lot
• 12:04
  more
• 12:04
  weight
• 12:04
  from
• 12:06
  third
• 12:06
  party
• 12:07
  sites.
• 12:07
  So
• 12:08
  they
• 12:08
  will
• 12:09
  take
• 12:09
  reviews
• 12:10
  from
• 12:10
  Yelp
• 12:10
  for
• 12:11
  example.
• 12:11
  Yeah,
• 12:12
  Wikipedia
• 12:12
  as
• 12:13
  well.
• 12:13
  Right?
• 12:13
  Yeah,
• 12:14
  exactly.
• 12:14
  And,
• 12:15
  and
• 12:16
  it's
• 12:17
  funny
• 12:17
  now
• 12:17
  that
• 12:18
  like
• 12:18
  directories
• 12:19
  are
• 12:19
  suddenly
• 12:19
  cool
• 12:19
  again
• 12:19
  within
• 12:20
  the
• 12:20
  SEO
• 12:20
  space
• 12:20
  because
• 12:21
  niche
• 12:21
  directories,
• 12:22
  that
• 12:23
  is,
• 12:23
  it's
• 12:23
  harder
• 12:24
  to
• 12:24
  do
• 12:24
  just
• 12:24
  kind
• 12:24
  of
• 12:24
  spam
• 12:25
  reviews
• 12:26
  like
• 12:26
  you
• 12:26
  can
• 12:26
  with
• 12:27
  Google.
• 12:27
  Suddenly
• 12:28
  a
• 12:28
  really
• 12:28
  like
• 12:28
  trusted
• 12:29
  data
• 12:29
  sources
• 12:30
  for,
• 12:30
  for
• 12:31
  recommending
• 12:31
  especially
• 12:32
  like
• 12:32
  within
• 12:32
  the
• 12:32
  local
• 12:32
  business
• 12:33
  scene
• 12:33
  now
• 12:33
  it's
• 12:34
  like
• 12:34
  a
• 12:34
  real
• 12:34
  trusted
• 12:36
  area
• 12:36
  for
• 12:37
  OpenAI
• 12:37
  to
• 12:37
  actually
• 12:38
  kind
• 12:38
  of
• 12:39
  read
• 12:39
  and
• 12:39
  scan
• 12:40
  as
• 12:41
  opposed
• 12:41
  to
• 12:41
  just
• 12:41
  kind
• 12:41
  of
• 12:41
  like
• 12:43
  you
• 12:43
  know,
• 12:43
  scanning
• 12:44
  Google
• 12:44
  reviews
• 12:44
  or
• 12:45
  something
• 12:45
  like
• 12:45
  that.
• 12:45
  The
• 12:46
  sale
• 12:46
  of
• 12:46
  the
• 12:46
  business
• 12:47
  Because
• 12:47
  I
• 12:48
  think
• 12:48
  as
• 12:48
  well
• 12:48
  as
• 12:48
  the
• 12:49
  distribution
• 12:49
  as
• 12:50
  a
• 12:50
  moat
• 12:50
  that
• 12:50
  you
• 12:50
  had
• 12:50
  built,
• 12:51
  I
• 12:51
  think
• 12:52
  you
• 12:52
  also
• 12:52
  had
• 12:52
  a
• 12:52
  couple
• 12:53
  of
• 12:53
  other
• 12:53
  things.
• 12:53
  In
• 12:53
  terms
• 12:54
  of,
• 12:54
  because
• 12:54
  of
• 12:54
  the
• 12:55
  iteration
• 12:55
  you're
• 12:55
  doing
• 12:55
  and
• 12:56
  because
• 12:56
  of
• 12:56
  the
• 12:56
  very
• 12:57
  data
• 12:57
  forward
• 12:58
  way
• 12:58
  you're
• 12:58
  approaching
• 12:58
  the
• 12:59
  funnel,
• 13:00
  you
• 13:00
  probably
• 13:00
  had
• 13:00
  a
• 13:00
  pretty
• 13:01
  good
• 13:01
  understanding
• 13:01
  of
• 13:01
  customer
• 13:02
  acquisition
• 13:02
  cost.
• 13:03
  You
• 13:03
  probably
• 13:03
  had
• 13:03
  a
• 13:03
  pretty
• 13:03
  good,
• 13:04
  pretty
• 13:04
  good
• 13:04
  understanding
• 13:04
  of
• 13:05
  lifetime
• 13:05
  value
• 13:06
  of
• 13:06
  customer.
• 13:08
  So
• 13:08
  just
• 13:08
  how
• 13:08
  important
• 13:09
  in
• 13:09
  the
• 13:09
  sale
• 13:09
  of
• 13:09
  that
• 13:10
  company,
• 13:10
  you've
• 13:10
  been
• 13:10
  through
• 13:10
  the
• 13:10
  sale
• 13:11
  of
• 13:11
  a
• 13:11
  company,
• 13:11
  in
• 13:11
  the
• 13:11
  sale
• 13:11
  of
• 13:11
  that
• 13:11
  company,
• 13:12
  how
• 13:12
  important
• 13:12
  was
• 13:13
  the
• 13:13
  data
• 13:13
  that
• 13:13
  you
• 13:14
  had
• 13:14
  available
• 13:14
  that
• 13:14
  was
• 13:15
  of
• 13:15
  high
• 13:15
  quality?
• 13:16
  How
• 13:16
  valuable
• 13:16
  was
• 13:16
  that
• 13:17
  to
• 13:17
  attracting
• 13:18
  the
• 13:18
  interest
• 13:18
  and
• 13:18
  then
• 13:18
  to
• 13:18
  this,
• 13:19
  to,
• 13:19
  you
• 13:20
  know,
• 13:20
  making
• 13:20
  the
• 13:20
  sale
• 13:20
  go
• 13:20
  through
• 13:21
  as
• 13:21
  well?
• 13:21
  It
• 13:21
  was,
• 13:21
  yeah,
• 13:22
  incredibly,
• 13:22
  incredibly
• 13:23
  valuable.
• 13:24
  You
• 13:24
  know,
• 13:24
  it's
• 13:24
  the
• 13:24
  benefit
• 13:25
  of
• 13:25
  everything
• 13:25
  we
• 13:25
  did
• 13:25
  was
• 13:26
  online,
• 13:26
  so
• 13:26
  it's
• 13:27
  a
• 13:27
  lot
• 13:27
  more
• 13:27
  trackable
• 13:28
  and
• 13:29
  a
• 13:29
  lot
• 13:29
  easier
• 13:29
  to
• 13:30
  kind
• 13:30
  of
• 13:30
  pull
• 13:30
  in
• 13:31
  data
• 13:31
  sources
• 13:31
  from
• 13:32
  Klaviyo
• 13:33
  and
• 13:33
  Woocommerce
• 13:34
  and
• 13:34
  stuff
• 13:34
  like
• 13:35
  that
• 13:35
  into
• 13:35
  kind
• 13:35
  of
• 13:35
  like
• 13:35
  a
• 13:36
  master
• 13:36
  spreadsheet.
• 13:36
  We
• 13:37
  weren't
• 13:37
  using
• 13:37
  any
• 13:37
  kind
• 13:37
  of
• 13:38
  like
• 13:38
  data
• 13:38
  platform.
• 13:39
  It
• 13:39
  was
• 13:39
  all
• 13:40
  kind
• 13:40
  of
• 13:40
  being
• 13:40
  run
• 13:40
  off
• 13:40
  Google
• 13:41
  sheets,
• 13:41
  really
• 13:41
  pulling
• 13:42
  in
• 13:42
  the
• 13:42
  key
• 13:42
  indicators.
• 13:43
  But
• 13:43
  yeah,
• 13:43
  it
• 13:43
  was
• 13:43
  really
• 13:44
  important.
• 13:44
  I
• 13:45
  guess
• 13:45
  the
• 13:45
  only
• 13:46
  tricky
• 13:46
  thing
• 13:47
  with
• 13:47
  it
• 13:47
  was
• 13:48
  with
• 13:48
  SEO,
• 13:49
  it
• 13:49
  is
• 13:50
  quite
• 13:50
  difficult
• 13:50
  to
• 13:50
  find
• 13:50
  out
• 13:51
  a
• 13:51
  customer
• 13:51
  acquisition
• 13:51
  cost
• 13:52
  because
• 13:52
  to
• 13:52
  measure
• 13:53
  that
• 13:54
  in
• 13:55
  terms
• 13:55
  of
• 13:55
  the
• 13:55
  investment
• 13:55
  you're
• 13:56
  putting
• 13:56
  in,
• 13:58
  it's
• 13:58
  not
• 13:58
  like
• 13:59
  Facebook,
• 13:59
  like
• 14:00
  meta
• 14:00
  ads,
• 14:00
  where
• 14:00
  you're
• 14:01
  getting
• 14:01
  like
• 14:01
  a
• 14:02
  direct
• 14:02
  this
• 14:03
  in,
• 14:03
  this
• 14:03
  out.
• 14:03
  Yeah,
• 14:04
  yeah,
• 14:04
  exactly.
• 14:05
  So
• 14:05
  that
• 14:05
  was
• 14:06
  the
• 14:06
  only
• 14:06
  thing.
• 14:06
  But
• 14:07
  because
• 14:08
  our
• 14:08
  actual
• 14:08
  spending
• 14:09
  on
• 14:09
  SEO
• 14:10
  was
• 14:10
  pretty
• 14:10
  minimal
• 14:11
  compared
• 14:11
  to
• 14:11
  the
• 14:12
  amount
• 14:12
  of
• 14:12
  customers
• 14:12
  it
• 14:13
  was
• 14:13
  bringing
• 14:13
  in
• 14:13
  through,
• 14:14
  really
• 14:15
  through
• 14:15
  going
• 14:15
  through
• 14:15
  like
• 14:16
  organic
• 14:16
  search
• 14:16
  and
• 14:17
  then
• 14:18
  email
• 14:18
  getting
• 14:19
  like
• 14:19
  email
• 14:19
  capture
• 14:20
  and
• 14:20
  then
• 14:20
  we
• 14:21
  could
• 14:21
  measure
• 14:21
  that.
• 14:22
  So
• 14:22
  that
• 14:23
  was
• 14:23
  kind
• 14:23
  of
• 14:23
  like
• 14:23
  the
• 14:23
  funnel
• 14:24
  they
• 14:24
  were
• 14:24
  comfortable
• 14:24
  with.
• 14:26
  And
• 14:26
  once
• 14:26
  it,
• 14:27
  you
• 14:27
  know,
• 14:27
  once
• 14:27
  customers
• 14:28
  were
• 14:28
  in
• 14:28
  that
• 14:28
  email
• 14:29
  funnel,
• 14:30
  it
• 14:30
  was
• 14:30
  very
• 14:30
  easy
• 14:31
  then
• 14:31
  to
• 14:31
  measure
• 14:32
  as
• 14:32
  well
• 14:32
  as
• 14:32
  lifetime
• 14:33
  value.
• 14:33
  We
• 14:33
  measured
• 14:34
  lifetime
• 14:34
  values
• 14:34
  on
• 14:35
  60
• 14:35
  days.
• 14:35
  So
• 14:36
  when
• 14:36
  we
• 14:37
  first
• 14:37
  started
• 14:37
  the
• 14:37
  E
• 14:38
  commerce
• 14:38
  business,
• 14:38
  there
• 14:38
  was
• 14:38
  a
• 14:39
  lot
• 14:39
  of
• 14:39
  hype
• 14:40
  in
• 14:40
  the
• 14:40
  kind
• 14:41
  of
• 14:41
  D2C
• 14:42
  brand
• 14:42
  space
• 14:43
  of
• 14:43
  lifetime
• 14:44
  value
• 14:45
  over
• 14:45
  360
• 14:46
  days.
• 14:46
  But
• 14:46
  if
• 14:47
  you're
• 14:47
  a
• 14:47
  business
• 14:47
  owner
• 14:48
  worth
• 14:48
  their
• 14:48
  salt,
• 14:49
  that
• 14:49
  hasn't
• 14:49
  got
• 14:49
  millions
• 14:50
  and
• 14:50
  millions
• 14:50
  to
• 14:50
  play
• 14:50
  with.
• 14:51
  Measuring
• 14:52
  your
• 14:53
  customer
• 14:53
  customer
• 14:54
  acquisition
• 14:54
  costs
• 14:55
  against
• 14:55
  lifetime
• 14:56
  value
• 14:56
  of
• 14:58
  360
• 14:58
  days
• 14:59
  is,
• 15:00
  is
• 15:00
  nuts
• 15:00
  because
• 15:01
  you're,
• 15:01
  you're
• 15:02
  completely
• 15:02
  killing
• 15:02
  your
• 15:02
  cash
• 15:03
  flow.
• 15:03
  So
• 15:03
  60
• 15:04
  days
• 15:04
  is
• 15:04
  what
• 15:04
  we
• 15:04
  settled
• 15:05
  on
• 15:05
  and,
• 15:05
  and
• 15:06
  seems
• 15:06
  to
• 15:06
  be
• 15:06
  a
• 15:06
  bit
• 15:06
  more
• 15:06
  of
• 15:07
  like
• 15:07
  the
• 15:07
  industry
• 15:07
  average
• 15:07
  now
• 15:08
  because,
• 15:09
  you
• 15:09
  know,
• 15:09
  you
• 15:09
  can
• 15:10
  measure
• 15:10
  that
• 15:10
  and
• 15:10
  you
• 15:11
  can
• 15:11
  look
• 15:11
  to
• 15:11
  optimize
• 15:12
  that
• 15:12
  without
• 15:12
  killing
• 15:13
  yourself
• 15:13
  with
• 15:13
  cash.
• 15:14
  Flow
• 15:14
  issues
• 15:15
  later
• 15:15
  down
• 15:15
  the
• 15:15
  line.
• 15:16
  Yeah,
• 15:16
  absolutely.
• 15:16
  And,
• 15:17
  and
• 15:17
  you
• 15:17
  mentioned
• 15:17
  Google
• 15:18
  Sheets
• 15:18
  and
• 15:18
  that's
• 15:18
  an
• 15:18
  interesting
• 15:19
  one
• 15:19
  because
• 15:19
  there,
• 15:20
  there
• 15:20
  are
• 15:20
  businesses
• 15:21
  way
• 15:22
  bigger
• 15:22
  than
• 15:22
  the
• 15:23
  successful
• 15:24
  businesses
• 15:24
  that
• 15:24
  you
• 15:24
  put
• 15:24
  together
• 15:24
  that
• 15:25
  are
• 15:25
  still
• 15:25
  running
• 15:25
  on
• 15:26
  Google
• 15:27
  Sheets.
• 15:27
  And
• 15:27
  it's
• 15:28
  not
• 15:28
  necessarily,
• 15:28
  I
• 15:29
  always
• 15:29
  say
• 15:29
  this
• 15:29
  to
• 15:29
  clients.
• 15:30
  The
• 15:30
  tool
• 15:30
  is
• 15:31
  probably
• 15:31
  the
• 15:31
  last
• 15:31
  choice
• 15:32
  you
• 15:32
  need
• 15:32
  to
• 15:32
  make
• 15:32
  or
• 15:33
  the
• 15:33
  least
• 15:33
  important
• 15:34
  choice.
• 15:34
  It's
• 15:35
  about
• 15:35
  how
• 15:36
  you
• 15:36
  govern
• 15:36
  and
• 15:36
  source
• 15:36
  that
• 15:37
  data,
• 15:37
  how
• 15:37
  you
• 15:37
  regulate
• 15:38
  it
• 15:38
  and
• 15:38
  how
• 15:38
  you
• 15:38
  look
• 15:38
  after
• 15:39
  it
• 15:39
  and
• 15:39
  make
• 15:39
  sure
• 15:39
  it's
• 15:39
  correct.
• 15:40
  So
• 15:40
  I'm
• 15:40
  sure
• 15:40
  when
• 15:42
  your
• 15:42
  purchaser
• 15:42
  was
• 15:43
  doing
• 15:43
  their
• 15:43
  due
• 15:43
  diligence
• 15:43
  of
• 15:44
  your
• 15:44
  business,
• 15:45
  they
• 15:45
  don't
• 15:45
  care
• 15:46
  what
• 15:46
  tool
• 15:46
  the
• 15:47
  data
• 15:47
  is
• 15:47
  on.
• 15:48
  They
• 15:48
  care
• 15:48
  that
• 15:49
  they
• 15:49
  can
• 15:49
  feel
• 15:49
  100%
• 15:50
  comfortable
• 15:50
  that
• 15:51
  that
• 15:51
  data
• 15:51
  is
• 15:51
  correct.
• 15:52
  Yeah.
• 15:53
  Right.
• 15:54
  And
• 15:54
  I
• 15:54
  think,
• 15:55
  as
• 15:55
  you
• 15:55
  say,
• 15:56
  in
• 15:56
  a
• 15:56
  D2C
• 15:57
  business
• 15:57
  where
• 15:57
  all
• 15:58
  your
• 15:58
  revenues
• 15:58
  coming
• 15:58
  through
• 15:59
  one
• 15:59
  website
• 15:59
  and
• 15:59
  one
• 16:00
  source
• 16:00
  and
• 16:00
  one
• 16:00
  Stripe
• 16:01
  platform
• 16:01
  or
• 16:01
  whatever
• 16:02
  it
• 16:02
  was
• 16:02
  you
• 16:02
  used,
• 16:02
  that's
• 16:03
  very
• 16:03
  easy.
• 16:03
  Right.
• 16:04
  The
• 16:04
  question
• 16:04
  I
• 16:04
  always
• 16:04
  ask
• 16:04
  about
• 16:05
  a
• 16:05
  Google
• 16:05
  Sheet
• 16:05
  or
• 16:05
  an
• 16:05
  Excel
• 16:06
  file
• 16:06
  is
• 16:06
  like,
• 16:07
  well,
• 16:07
  what
• 16:07
  if
• 16:07
  someone
• 16:08
  deletes
• 16:08
  it?
• 16:08
  Or
• 16:09
  you
• 16:09
  know,
• 16:09
  everyone
• 16:10
  in
• 16:10
  the
• 16:10
  company,
• 16:10
  even
• 16:10
  if
• 16:11
  it's
• 16:11
  just
• 16:11
  you
• 16:11
  and
• 16:11
  your
• 16:11
  friend
• 16:11
  Tom,
• 16:12
  everyone
• 16:12
  in
• 16:12
  the
• 16:12
  company's
• 16:13
  got
• 16:13
  edit
• 16:13
  access
• 16:13
  to
• 16:13
  it.
• 16:14
  So
• 16:14
  how
• 16:14
  do
• 16:14
  you
• 16:14
  know
• 16:14
  someone
• 16:14
  hasn't
• 16:15
  shifted
• 16:15
  a
• 16:15
  column
• 16:15
  around
• 16:16
  or
• 16:16
  shifted
• 16:16
  a
• 16:17
  thing
• 16:17
  around?
• 16:18
  Your
• 16:18
  answer
• 16:18
  to
• 16:18
  that
• 16:18
  in
• 16:19
  your
• 16:19
  case,
• 16:19
  presumably
• 16:19
  is
• 16:20
  super
• 16:20
  easy
• 16:20
  because
• 16:20
  you
• 16:21
  just
• 16:21
  say,
• 16:21
  I'm
• 16:21
  going
• 16:21
  to
• 16:22
  go
• 16:22
  into
• 16:22
  Stripe
• 16:22
  or
• 16:22
  whatever
• 16:22
  payment
• 16:23
  platform
• 16:23
  I
• 16:23
  was
• 16:23
  using,
• 16:24
  square,
• 16:24
  whatever,
• 16:25
  and
• 16:25
  I
• 16:25
  can
• 16:26
  print
• 16:26
  out
• 16:26
  the
• 16:26
  transaction
• 16:26
  history
• 16:27
  for
• 16:27
  the
• 16:27
  entire
• 16:27
  life
• 16:27
  of
• 16:28
  the
• 16:28
  company
• 16:30
  from
• 16:30
  a
• 16:30
  reliable
• 16:31
  data
• 16:31
  source
• 16:31
  and
• 16:32
  I
• 16:32
  can
• 16:32
  show
• 16:32
  you
• 16:32
  the
• 16:33
  matching
• 16:33
  transactions
• 16:34
  in
• 16:34
  the
• 16:34
  bank,
• 16:34
  company
• 16:34
  bank
• 16:34
  account.
• 16:35
  Therefore,
• 16:36
  we're
• 16:36
  left
• 16:36
  with
• 16:36
  no
• 16:36
  remaining
• 16:37
  questions
• 16:37
  about
• 16:37
  the
• 16:37
  validity
• 16:38
  of
• 16:38
  these
• 16:39
  revenue
• 16:39
  numbers
• 16:40
  or
• 16:40
  the
• 16:40
  cost
• 16:40
  numbers.
• 16:41
  Right.
• 16:41
  Because
• 16:41
  again,
• 16:42
  sounds
• 16:42
  like
• 16:42
  you've
• 16:42
  got
• 16:42
  a
• 16:43
  good
• 16:43
  supplier.
• 16:43
  You're
• 16:44
  using
• 16:44
  just
• 16:44
  one
• 16:44
  supplier.
• 16:45
  So
• 16:46
  outside
• 16:47
  of
• 16:47
  your
• 16:47
  operational
• 16:47
  overhead
• 16:48
  costs,
• 16:49
  all
• 16:49
  of
• 16:49
  your
• 16:49
  cost
• 16:49
  of
• 16:49
  product
• 16:50
  is
• 16:50
  fixed,
• 16:51
  fully
• 16:52
  referenced,
• 16:52
  fully
• 16:53
  auditable
• 16:54
  and
• 16:54
  everything
• 16:54
  matches
• 16:55
  up.
• 16:55
  Right.
• 16:55
  So
• 16:56
  did
• 16:56
  you
• 16:56
  run
• 16:56
  into
• 16:57
  any
• 16:57
  tricky
• 16:57
  questions
• 16:58
  in
• 16:58
  diligence
• 16:58
  about
• 16:58
  data?
• 16:59
  Honestly,
• 16:59
  no.
• 17:00
  Which
• 17:01
  was,
• 17:01
  you
• 17:01
  know,
• 17:01
  it
• 17:02
  was
• 17:02
  one
• 17:02
  of
• 17:02
  the
• 17:02
  comments
• 17:02
  made
• 17:03
  during
• 17:04
  due
• 17:04
  diligence
• 17:04
  was,
• 17:05
  you
• 17:05
  know,
• 17:05
  we,
• 17:05
  we
• 17:06
  ran
• 17:06
  everything,
• 17:06
  even
• 17:07
  all
• 17:07
  our
• 17:07
  documentation
• 17:08
  was
• 17:08
  on
• 17:08
  notion,
• 17:10
  everything
• 17:11
  in
• 17:11
  terms
• 17:11
  of
• 17:12
  what
• 17:12
  our
• 17:12
  KPIs
• 17:13
  and
• 17:13
  how
• 17:13
  we
• 17:13
  track
• 17:14
  like
• 17:15
  leading
• 17:15
  indicators
• 17:16
  and
• 17:16
  everything
• 17:16
  like
• 17:17
  that
• 17:17
  down
• 17:17
  to
• 17:17
  each
• 17:17
  channel
• 17:18
  was
• 17:18
  brought
• 17:19
  into
• 17:19
  Google
• 17:20
  Sheets
• 17:20
  in
• 17:20
  some
• 17:21
  form
• 17:21
  or
• 17:21
  another.
• 17:22
  And
• 17:22
  then
• 17:22
  also
• 17:23
  a
• 17:23
  lot
• 17:23
  of
• 17:23
  the
• 17:23
  tools
• 17:23
  we
• 17:24
  use,
• 17:24
  like
• 17:24
  Klaviyo
• 17:25
  for
• 17:25
  example,
• 17:26
  started
• 17:26
  off
• 17:26
  as
• 17:27
  just
• 17:27
  an
• 17:27
  email
• 17:28
  marketing
• 17:28
  tool,
• 17:28
  but
• 17:29
  now
• 17:29
  it
• 17:29
  offers
• 17:30
  so
• 17:30
  much
• 17:30
  more
• 17:31
  data
• 17:31
  that
• 17:31
  they
• 17:32
  kind
• 17:32
  of,
• 17:32
  a
• 17:32
  lot
• 17:32
  of
• 17:32
  these
• 17:33
  tools
• 17:33
  are
• 17:33
  now
• 17:33
  Overlapping
• 17:34
  each
• 17:34
  other
• 17:34
  in
• 17:34
  terms
• 17:35
  of
• 17:35
  the
• 17:35
  data
• 17:35
  and
• 17:35
  customer
• 17:36
  acquisition
• 17:36
  numbers
• 17:37
  and
• 17:37
  stuff
• 17:37
  that
• 17:37
  you
• 17:37
  can
• 17:37
  get
• 17:37
  from
• 17:38
  them.
• 17:38
  There
• 17:38
  was
• 17:38
  kind
• 17:38
  of
• 17:39
  like,
• 17:39
  it
• 17:39
  was
• 17:39
  almost
• 17:39
  like
• 17:39
  an
• 17:40
  abundance
• 17:40
  of
• 17:41
  data
• 17:41
  you
• 17:41
  could
• 17:42
  take.
• 17:43
  It
• 17:43
  was
• 17:43
  really
• 17:44
  just,
• 17:45
  okay,
• 17:45
  well,
• 17:46
  focusing
• 17:46
  on
• 17:46
  the
• 17:47
  right
• 17:47
  ones,
• 17:47
  the
• 17:47
  right
• 17:48
  numbers,
• 17:49
  the
• 17:49
  right
• 17:49
  indicators,
• 17:50
  and
• 17:51
  pulling
• 17:51
  them
• 17:51
  into
• 17:52
  kind
• 17:52
  of
• 17:52
  one
• 17:52
  Google
• 17:53
  sheet
• 17:53
  and
• 17:54
  then
• 17:54
  really
• 17:54
  would
• 17:55
  have
• 17:55
  like
• 17:55
  attribution
• 17:56
  links
• 17:57
  against
• 17:57
  each
• 17:57
  one.
• 17:58
  So
• 17:58
  when
• 17:58
  they
• 17:58
  were
• 17:58
  reviewing
• 17:59
  it,
• 17:59
  they
• 17:59
  would
• 17:59
  just
• 18:00
  be
• 18:00
  able
• 18:00
  to
• 18:00
  go
• 18:00
  and
• 18:01
  we'd
• 18:01
  set
• 18:01
  them
• 18:01
  up
• 18:01
  as
• 18:02
  a
• 18:02
  user
• 18:02
  in
• 18:02
  Klaviyo
• 18:03
  or
• 18:03
  whatever
• 18:03
  other
• 18:03
  tool
• 18:04
  and
• 18:05
  they'd
• 18:05
  be
• 18:05
  able
• 18:05
  to
• 18:05
  just
• 18:05
  click
• 18:06
  through
• 18:06
  and
• 18:07
  fact
• 18:07
  check
• 18:07
  that
• 18:07
  data.
• 18:08
  So
• 18:08
  it
• 18:08
  was
• 18:08
  all.
• 18:10
  Yeah,
• 18:10
  we
• 18:11
  actually,
• 18:11
  we
• 18:12
  managed
• 18:12
  to
• 18:12
  kind
• 18:12
  of
• 18:13
  get
• 18:13
  away
• 18:13
  with
• 18:13
  that
• 18:14
  quite
• 18:14
  nicely.
• 18:15
  Yeah,
• 18:15
  I
• 18:15
  mean,
• 18:16
  I
• 18:16
  think
• 18:16
  it's
• 18:16
  credit
• 18:16
  to
• 18:17
  the
• 18:17
  good
• 18:18
  governance
• 18:18
  principles
• 18:19
  that
• 18:19
  you
• 18:19
  put
• 18:19
  in
• 18:19
  place
• 18:19
  in
• 18:20
  the
• 18:20
  first
• 18:20
  place
• 18:20
  and
• 18:21
  the
• 18:21
  effort
• 18:21
  that
• 18:21
  you
• 18:22
  put
• 18:22
  into
• 18:22
  making
• 18:22
  sure
• 18:22
  that
• 18:23
  the
• 18:23
  KPIs
• 18:23
  were
• 18:23
  the
• 18:23
  correct
• 18:24
  KPIs.
• 18:24
  That's
• 18:25
  another
• 18:25
  hole
• 18:25
  that
• 18:25
  people
• 18:25
  fall
• 18:25
  into.
• 18:26
  You
• 18:27
  talked
• 18:27
  about.
• 18:27
  And
• 18:28
  sometimes
• 18:28
  people
• 18:28
  just
• 18:29
  want
• 18:29
  to
• 18:29
  measure
• 18:29
  something
• 18:29
  so
• 18:30
  they
• 18:30
  can
• 18:30
  feel
• 18:30
  good
• 18:30
  or
• 18:30
  feel
• 18:31
  a
• 18:31
  certain
• 18:31
  way
• 18:31
  about
• 18:31
  it.
• 18:31
  So
• 18:32
  the
• 18:32
  hole
• 18:32
  that
• 18:32
  someone
• 18:32
  might
• 18:32
  fall
• 18:32
  into,
• 18:33
  for
• 18:33
  example,
• 18:33
  you
• 18:33
  talked
• 18:34
  about
• 18:35
  organic
• 18:35
  content
• 18:36
  for
• 18:36
  SEO
• 18:36
  is
• 18:37
  attributing
• 18:37
  some
• 18:37
  sort
• 18:38
  of
• 18:38
  value
• 18:38
  to
• 18:38
  that
• 18:39
  or
• 18:39
  attempting
• 18:39
  to,
• 18:40
  you
• 18:40
  know,
• 18:41
  assess
• 18:41
  customer
• 18:41
  acquisition
• 18:42
  cost
• 18:42
  when
• 18:42
  it's
• 18:42
  impossible
• 18:43
  to
• 18:45
  assess,
• 18:45
  or
• 18:46
  assuming
• 18:46
  some
• 18:47
  six
• 18:47
  months
• 18:47
  in
• 18:47
  the
• 18:48
  future,
• 18:48
  uplift
• 18:48
  on
• 18:48
  SEO
• 18:49
  is
• 18:49
  then
• 18:49
  going
• 18:50
  to
• 18:50
  equal
• 18:50
  this
• 18:50
  revenue
• 18:51
  and
• 18:51
  then
• 18:51
  building
• 18:51
  that
• 18:51
  into
• 18:51
  your
• 18:52
  projections,
• 18:53
  like,
• 18:53
  that's
• 18:53
  the
• 18:53
  holes
• 18:54
  that
• 18:54
  companies
• 18:54
  fall
• 18:54
  into
• 18:54
  of
• 18:55
  like,
• 18:55
  based
• 18:55
  on
• 18:56
  me
• 18:56
  waving
• 18:56
  my
• 18:56
  magic
• 18:57
  SEO
• 18:57
  wand,
• 18:58
  my
• 18:58
  orders
• 18:59
  are
• 18:59
  going
• 18:59
  to
• 18:59
  go
• 18:59
  up
• 18:59
  by
• 18:59
  50%
• 19:00
  in
• 19:00
  the
• 19:00
  next
• 19:00
  six
• 19:00
  months.
• 19:01
  Therefore,
• 19:01
  the
• 19:01
  projected
• 19:02
  revenue
• 19:02
  for
• 19:02
  2026
• 19:03
  is
• 19:03
  this,
• 19:03
  like,
• 19:03
  no,
• 19:04
  no
• 19:04
  buyer
• 19:04
  is
• 19:05
  going
• 19:05
  to,
• 19:05
  is
• 19:05
  going
• 19:05
  to
• 19:05
  swallow
• 19:06
  that
• 19:06
  as
• 19:06
  part
• 19:07
  of
• 19:07
  a
• 19:07
  projection,
• 19:08
  right?
• 19:08
  Yeah,
• 19:09
  exactly.
• 19:09
  And
• 19:10
  they
• 19:10
  were
• 19:10
  able
• 19:10
  to,
• 19:11
  in
• 19:11
  quite
• 19:11
  a
• 19:11
  lot
• 19:12
  of
• 19:12
  detail
• 19:12
  really,
• 19:12
  before
• 19:13
  even
• 19:13
  the
• 19:13
  acquisition
• 19:14
  went
• 19:14
  through,
• 19:14
  is
• 19:15
  plan
• 19:15
  out
• 19:15
  what
• 19:15
  their
• 19:15
  first
• 19:16
  six
• 19:16
  months
• 19:16
  to
• 19:17
  a
• 19:17
  year
• 19:17
  would
• 19:17
  be
• 19:18
  based
• 19:19
  on,
• 19:20
  you
• 19:20
  know,
• 19:20
  numbers
• 19:20
  they
• 19:21
  were
• 19:21
  very
• 19:21
  comfortable
• 19:21
  with
• 19:22
  in
• 19:22
  terms
• 19:22
  of,
• 19:22
  like,
• 19:23
  from
• 19:24
  the
• 19:24
  cost
• 19:24
  of
• 19:24
  good
• 19:24
  side
• 19:25
  through
• 19:26
  to
• 19:26
  the
• 19:26
  existing
• 19:26
  channels.
• 19:29
  The
• 19:29
  challenge
• 19:29
  with
• 19:30
  that
• 19:30
  business
• 19:30
  was
• 19:30
  in
• 19:31
  terms
• 19:31
  of
• 19:31
  buying,
• 19:31
  it
• 19:31
  was
• 19:32
  we
• 19:32
  had
• 19:32
  kind
• 19:32
  of,
• 19:33
  we
• 19:33
  hadn't
• 19:33
  maxed
• 19:33
  out
• 19:33
  the
• 19:34
  SEO
• 19:34
  channels,
• 19:34
  but
• 19:35
  it
• 19:35
  was,
• 19:35
  it
• 19:35
  was,
• 19:36
  you
• 19:36
  know,
• 19:36
  we
• 19:36
  were
• 19:36
  already,
• 19:38
  you
• 19:38
  know,
• 19:38
  an
• 19:38
  8,
• 19:38
  9
• 19:39
  out
• 19:39
  of
• 19:39
  10
• 19:39
  on
• 19:39
  that
• 19:39
  channel.
• 19:40
  It
• 19:40
  was
• 19:40
  finding
• 19:41
  other
• 19:41
  channels
• 19:42
  within
• 19:42
  an
• 19:42
  industry
• 19:42
  that
• 19:42
  was
• 19:43
  at
• 19:43
  the
• 19:43
  time
• 19:43
  banned
• 19:44
  from
• 19:44
  Meta
• 19:44
  ads
• 19:45
  or
• 19:45
  Google
• 19:45
  Ads
• 19:46
  and
• 19:46
  stuff
• 19:46
  like
• 19:46
  that.
• 19:46
  To
• 19:46
  be
• 19:46
  able
• 19:47
  to
• 19:47
  find
• 19:47
  like
• 19:47
  a
• 19:48
  scalable
• 19:48
  marketing
• 19:48
  channel.
• 19:50
  That
• 19:50
  was
• 19:50
  the
• 19:50
  challenge
• 19:51
  there.
• 19:51
  Yeah,
• 19:51
  I
• 19:52
  think
• 19:52
  there
• 19:52
  was
• 19:52
  a
• 19:52
  period
• 19:52
  in
• 19:52
  time
• 19:52
  when
• 19:53
  businesses
• 19:53
  like
• 19:53
  that
• 19:53
  were
• 19:53
  banned
• 19:54
  from
• 19:54
  having
• 19:54
  bank
• 19:54
  accounts?
• 19:55
  Yeah,
• 19:55
  yeah,
• 19:55
  we
• 19:55
  were.
• 19:56
  We
• 19:56
  have
• 19:56
  some
• 19:56
  banks.
• 19:57
  Yeah.
• 19:57
  I'd
• 19:57
  say
• 19:57
  one
• 19:58
  of
• 19:58
  the
• 19:58
  worst
• 19:58
  days
• 19:58
  in
• 19:59
  business
• 19:59
  I've
• 19:59
  had
• 19:59
  to
• 20:00
  date
• 20:00
  was
• 20:01
  we
• 20:01
  were
• 20:01
  using
• 20:01
  Square
• 20:02
  for
• 20:03
  the
• 20:03
  first
• 20:04
  year
• 20:04
  and
• 20:04
  we
• 20:04
  were
• 20:05
  mid
• 20:05
  Covid.
• 20:05
  It
• 20:05
  was
• 20:06
  all
• 20:06
  going
• 20:06
  very
• 20:06
  well
• 20:07
  and
• 20:09
  bad
• 20:09
  diligence
• 20:10
  on
• 20:10
  our
• 20:10
  side.
• 20:12
  Square
• 20:12
  was
• 20:12
  working
• 20:12
  with
• 20:13
  CBD
• 20:13
  businesses
• 20:13
  in
• 20:13
  the
• 20:13
  us,
• 20:14
  but
• 20:14
  they
• 20:14
  actually
• 20:14
  had
• 20:14
  a
• 20:14
  policy,
• 20:15
  they
• 20:15
  weren't
• 20:15
  in
• 20:15
  the
• 20:15
  uk.
• 20:16
  So
• 20:17
  pretty
• 20:17
  much
• 20:17
  just
• 20:17
  one
• 20:18
  morning
• 20:19
  woke
• 20:19
  up
• 20:19
  and
• 20:19
  they
• 20:19
  had
• 20:19
  completely
• 20:20
  banned
• 20:20
  the
• 20:20
  account
• 20:20
  and
• 20:21
  we
• 20:21
  were
• 20:21
  having
• 20:21
  to
• 20:22
  scrap
• 20:22
  around
• 20:24
  for
• 20:24
  about
• 20:24
  two
• 20:24
  days
• 20:24
  trying
• 20:25
  to
• 20:25
  find
• 20:25
  a
• 20:25
  payment
• 20:25
  provider.
• 20:26
  And
• 20:27
  at
• 20:27
  the
• 20:27
  time
• 20:27
  there
• 20:27
  were
• 20:28
  a
• 20:28
  lot
• 20:28
  of
• 20:28
  kind
• 20:28
  of
• 20:28
  cowboy
• 20:29
  payment
• 20:29
  providers
• 20:30
  within
• 20:30
  the
• 20:31
  CBD
• 20:31
  industry
• 20:32
  charging
• 20:32
  pretty,
• 20:34
  pretty
• 20:34
  unbelievable
• 20:35
  rates,
• 20:35
  trying
• 20:36
  to
• 20:36
  find
• 20:36
  a
• 20:36
  payment
• 20:36
  provider,
• 20:37
  but
• 20:37
  also
• 20:38
  not
• 20:39
  choosing
• 20:39
  the
• 20:39
  first
• 20:40
  one
• 20:40
  or
• 20:40
  giving
• 20:40
  away
• 20:41
  the
• 20:41
  sense
• 20:41
  of
• 20:41
  panic
• 20:42
  that
• 20:42
  you've
• 20:42
  got.
• 20:42
  So
• 20:42
  they
• 20:42
  could
• 20:43
  basically
• 20:43
  just
• 20:43
  kind
• 20:43
  of
• 20:43
  completely
• 20:44
  hike
• 20:44
  up
• 20:45
  the
• 20:45
  rates
• 20:45
  and
• 20:46
  kind
• 20:47
  of
• 20:47
  take
• 20:48
  advantage
• 20:48
  that
• 20:48
  way.
• 20:49
  Of
• 20:49
  course.
• 20:49
  Yeah.
• 20:51
  You
• 20:51
  know,
• 20:51
  credit
• 20:51
  to
• 20:52
  you
• 20:52
  for
• 20:52
  sailing
• 20:52
  a
• 20:52
  ship
• 20:53
  through
• 20:53
  rough
• 20:54
  waters
• 20:54
  to
• 20:55
  a
• 20:55
  great
• 20:56
  outcome
• 20:56
  and.
• 20:57
  And
• 20:57
  now
• 20:57
  you're
• 20:58
  helping
• 20:58
  other
• 20:58
  people
• 20:58
  do
• 20:58
  it.
• 20:59
  Service
• 20:59
  businesses,
• 20:59
  brick
• 21:00
  and
• 21:00
  mortar
• 21:00
  service
• 21:01
  businesses
• 21:01
  with
• 21:02
  navigating
• 21:02
  digital
• 21:03
  marketing
• 21:03
  to
• 21:04
  add
• 21:04
  value
• 21:05
  to
• 21:05
  their
• 21:05
  companies.
• 21:06
  Right.
• 21:06
  So
• 21:06
  you're
• 21:06
  helping
• 21:06
  other
• 21:07
  people
• 21:07
  add
• 21:07
  value
• 21:07
  to
• 21:07
  their
• 21:08
  companies
• 21:09
  how?
• 21:09
  I
• 21:10
  mean,
• 21:10
  the
• 21:10
  world
• 21:10
  of
• 21:10
  digital
• 21:10
  marketing
• 21:11
  is
• 21:11
  a
• 21:11
  crazy
• 21:11
  place
• 21:11
  right
• 21:12
  now
• 21:12
  with
• 21:12
  AI,
• 21:13
  SEO
• 21:13
  and
• 21:14
  AI
• 21:14
  agent
• 21:14
  people
• 21:15
  saying
• 21:15
  my
• 21:16
  agency
• 21:16
  will
• 21:16
  get
• 21:16
  you
• 21:16
  ranked
• 21:17
  on
• 21:17
  GPT
• 21:18
  when
• 21:18
  there's
• 21:18
  absolutely
• 21:19
  no
• 21:19
  basis.
• 21:19
  I'm
• 21:20
  saying
• 21:20
  that,
• 21:21
  et
• 21:22
  cetera,
• 21:22
  et
• 21:22
  cetera.
• 21:23
  Everything's
• 21:23
  changing.
• 21:23
  People
• 21:24
  are
• 21:24
  saying
• 21:24
  Google's
• 21:25
  dead.
• 21:25
  But
• 21:25
  still
• 21:25
  80%
• 21:26
  of
• 21:26
  the
• 21:26
  search
• 21:26
  is
• 21:26
  happening
• 21:27
  on
• 21:27
  Google.
• 21:27
  Like
• 21:28
  how
• 21:28
  are
• 21:28
  you
• 21:28
  approaching
• 21:29
  that
• 21:29
  and
• 21:29
  what
• 21:29
  techniques
• 21:30
  are
• 21:30
  you
• 21:30
  using
• 21:31
  in
• 21:31
  this
• 21:31
  very
• 21:31
  different
• 21:31
  field
• 21:32
  of
• 21:32
  local
• 21:32
  SEO
• 21:32
  to
• 21:33
  help
• 21:34
  people
• 21:34
  see
• 21:35
  and
• 21:35
  understand
• 21:35
  the
• 21:37
  impact
• 21:37
  that
• 21:37
  your
• 21:38
  work
• 21:38
  is
• 21:38
  having
• 21:38
  on
• 21:38
  their
• 21:38
  business.
• 21:39
  So
• 21:39
  I
• 21:39
  think
• 21:40
  the
• 21:40
  benefit
• 21:40
  of
• 21:40
  it
• 21:41
  being
• 21:41
  local
• 21:41
  SEO
• 21:42
  is
• 21:42
  that
• 21:42
  it's
• 21:43
  still,
• 21:43
  well,
• 21:44
  answering
• 21:45
  both
• 21:46
  parts
• 21:46
  of
• 21:46
  your
• 21:46
  question.
• 21:47
  It's
• 21:47
  still
• 21:48
  relevant.
• 21:50
  You
• 21:50
  know,
• 21:50
  it's
• 21:50
  not
• 21:50
  taken
• 21:51
  over
• 21:51
  by
• 21:51
  AI
• 21:51
  overviews.
• 21:52
  If
• 21:53
  someone's
• 21:53
  searching
• 21:54
  window
• 21:55
  cleaner
• 21:55
  or
• 21:55
  plumber
• 21:56
  near
• 21:56
  me,
• 21:56
  they're
• 21:57
  going
• 21:57
  through
• 21:57
  to
• 21:57
  the
• 21:57
  map
• 21:58
  pack
• 21:58
  and
• 21:58
  seeing
• 21:59
  who's
• 21:59
  near
• 22:00
  them.
• 22:00
  Or
• 22:01
  they
• 22:01
  are
• 22:01
  looking
• 22:02
  on
• 22:02
  page
• 22:03
  one
• 22:03
  and
• 22:03
  trying
• 22:04
  to
• 22:04
  find
• 22:05
  either
• 22:06
  sites
• 22:06
  directly
• 22:07
  or
• 22:08
  directories
• 22:09
  like
• 22:09
  Yelp
• 22:10
  or
• 22:10
  Yelp
• 22:10
  or
• 22:11
  niche
• 22:11
  specific
• 22:12
  directories
• 22:12
  that
• 22:12
  will
• 22:13
  be
• 22:13
  listing
• 22:13
  them
• 22:13
  out.
• 22:14
  For
• 22:14
  the
• 22:14
  moment
• 22:14
  anyway,
• 22:15
  it's
• 22:15
  still
• 22:15
  quite
• 22:15
  protected.
• 22:15
  Obviously
• 22:16
  people
• 22:16
  are
• 22:16
  using
• 22:17
  ChatGPT
• 22:18
  to
• 22:18
  ask
• 22:18
  that
• 22:19
  as
• 22:19
  well.
• 22:19
  But
• 22:20
  generally
• 22:20
  the
• 22:20
  best
• 22:20
  practices
• 22:21
  for
• 22:22
  SEO,
• 22:23
  you
• 22:24
  know,
• 22:24
  there's
• 22:24
  a
• 22:24
  big
• 22:24
  overlap
• 22:25
  for
• 22:25
  the
• 22:25
  best
• 22:25
  practices
• 22:25
  being
• 22:26
  recommended
• 22:26
  on
• 22:26
  AI
• 22:27
  and
• 22:27
  then
• 22:29
  in
• 22:29
  terms
• 22:29
  of
• 22:29
  kind
• 22:29
  of
• 22:30
  how
• 22:32
  we
• 22:32
  kind
• 22:32
  of
• 22:32
  prove
• 22:33
  to
• 22:33
  customers.
• 22:33
  Again,
• 22:34
  there's
• 22:35
  the
• 22:35
  benefit
• 22:35
  of
• 22:36
  local
• 22:37
  SEO
• 22:37
  is
• 22:37
  that
• 22:37
  you're
• 22:38
  looking
• 22:38
  at
• 22:38
  three
• 22:38
  major
• 22:38
  data
• 22:39
  sources.
• 22:39
  It's
• 22:40
  Google
• 22:40
  Business
• 22:40
  Profile
• 22:40
  and
• 22:41
  the
• 22:41
  performance
• 22:41
  report
• 22:41
  that
• 22:42
  you
• 22:42
  get
• 22:42
  there.
• 22:44
  You
• 22:44
  have
• 22:44
  Google
• 22:44
  Search
• 22:44
  Console
• 22:45
  and
• 22:45
  then
• 22:46
  you
• 22:46
  have
• 22:46
  Google
• 22:46
  Analytics.
• 22:47
  Right.
• 22:47
  And
• 22:47
  I'm
• 22:48
  pulling
• 22:48
  in
• 22:48
  from
• 22:48
  those
• 22:49
  three
• 22:49
  each
• 22:49
  month
• 22:49
  to
• 22:50
  show
• 22:50
  people,
• 22:50
  okay,
• 22:51
  well
• 22:51
  like
• 22:51
  this
• 22:51
  is
• 22:51
  the
• 22:52
  leading
• 22:52
  indicators
• 22:53
  that
• 22:53
  we
• 22:54
  track
• 22:54
  and
• 22:55
  here's
• 22:55
  the
• 22:55
  proof
• 22:56
  and
• 22:56
  you
• 22:57
  know,
• 22:57
  you
• 22:57
  can
• 22:58
  also
• 22:58
  have
• 22:58
  a
• 22:58
  look
• 22:58
  at
• 22:58
  this.
• 22:59
  But
• 22:59
  ultimately
• 22:59
  they
• 22:59
  just
• 23:00
  want
• 23:00
  money
• 23:00
  through
• 23:00
  the
• 23:00
  door.
• 23:01
  So
• 23:02
  you
• 23:03
  know,
• 23:03
  we're
• 23:03
  targeted
• 23:04
  on
• 23:04
  leads
• 23:05
  essentially
• 23:06
  and
• 23:07
  you
• 23:07
  know,
• 23:07
  that's
• 23:07
  mostly
• 23:08
  calls
• 23:08
  and
• 23:09
  quote
• 23:09
  requests
• 23:10
  and
• 23:10
  stuff
• 23:10
  like
• 23:10
  that.
• 23:11
  So
• 23:11
  that's
• 23:11
  like
• 23:11
  the
• 23:11
  two
• 23:12
  major
• 23:12
  things
• 23:12
  that
• 23:12
  we,
• 23:13
  we
• 23:13
  will
• 23:13
  track
• 23:14
  on
• 23:14
  behalf
• 23:14
  of
• 23:15
  the
• 23:15
  client.
• 23:16
  You
• 23:16
  said
• 23:16
  beforehand
• 23:17
  that
• 23:17
  people
• 23:17
  can
• 23:17
  sometimes
• 23:18
  see
• 23:18
  results
• 23:18
  in
• 23:18
  as
• 23:19
  soon
• 23:19
  as
• 23:19
  30
• 23:19
  days,
• 23:19
  which
• 23:20
  is
• 23:20
  again
• 23:20
  an
• 23:21
  easier
• 23:21
  game
• 23:21
  to
• 23:21
  play
• 23:21
  than
• 23:22
  that
• 23:22
  long
• 23:22
  term
• 23:23
  nationwide
• 23:24
  SEO
• 23:24
  game,
• 23:24
  right?
• 23:25
  Yes,
• 23:25
  massively.
• 23:26
  And
• 23:27
  depending
• 23:28
  on
• 23:28
  how
• 23:28
  competitive
• 23:28
  the
• 23:28
  industry
• 23:29
  is,
• 23:30
  we're
• 23:30
  working
• 23:30
  with
• 23:30
  a
• 23:31
  cleaning
• 23:31
  company
• 23:31
  in
• 23:31
  London
• 23:31
  and
• 23:32
  that's
• 23:32
  a
• 23:32
  lot
• 23:32
  more
• 23:32
  competitive
• 23:33
  than
• 23:33
  the
• 23:35
  fireplace
• 23:35
  installer
• 23:36
  in
• 23:36
  Cardiff,
• 23:37
  for
• 23:37
  example.
• 23:38
  But
• 23:39
  generally
• 23:39
  the
• 23:40
  results
• 23:41
  you
• 23:41
  can
• 23:41
  get,
• 23:41
  you're
• 23:42
  competing
• 23:42
  against
• 23:43
  local
• 23:44
  businesses
• 23:44
  that
• 23:45
  don't
• 23:45
  have
• 23:45
  in
• 23:45
  house
• 23:45
  marketing
• 23:46
  expertise
• 23:46
  unless
• 23:47
  they've
• 23:47
  hired
• 23:47
  an
• 23:47
  agency.
• 23:48
  But
• 23:49
  even
• 23:49
  a
• 23:49
  lot
• 23:49
  of
• 23:50
  them
• 23:50
  are
• 23:50
  hiring
• 23:50
  generalist
• 23:51
  SEO
• 23:51
  agencies
• 23:52
  that
• 23:52
  don't
• 23:52
  really
• 23:53
  know
• 23:53
  the
• 23:53
  nuances
• 23:53
  of
• 23:54
  local
• 23:55
  SEO
• 23:55
  specifically.
• 23:56
  So
• 23:57
  the
• 23:57
  competition
• 23:58
  is
• 23:58
  just
• 23:58
  a
• 23:58
  lot
• 23:58
  less
• 23:58
  compared
• 23:59
  to
• 23:59
  CBD
• 23:59
  and
• 24:00
  competing
• 24:00
  against
• 24:00
  on
• 24:00
  a
• 24:01
  national
• 24:01
  level,
• 24:01
  you're
• 24:01
  competing
• 24:02
  within
• 24:03
  5,
• 24:03
  10
• 24:04
  miles
• 24:04
  of
• 24:04
  your
• 24:04
  radius
• 24:06
  against
• 24:06
  people
• 24:06
  that
• 24:07
  typically
• 24:07
  don't
• 24:08
  have
• 24:08
  a
• 24:08
  huge
• 24:09
  amount
• 24:09
  of
• 24:09
  knowledge
• 24:09
  of
• 24:10
  SEO
• 24:10
  and
• 24:11
  local
• 24:11
  SEO.
• 24:12
  There
• 24:12
  seems
• 24:12
  to
• 24:12
  have
• 24:12
  been
• 24:12
  a
• 24:12
  bit
• 24:13
  of
• 24:13
  uptick
• 24:14
  in
• 24:14
  interest
• 24:14
  in
• 24:15
  sort
• 24:15
  of
• 24:15
  local
• 24:16
  brick
• 24:16
  and
• 24:16
  mortar
• 24:16
  or
• 24:17
  local
• 24:17
  service
• 24:18
  based
• 24:18
  businesses.
• 24:18
  Why
• 24:18
  do
• 24:19
  you
• 24:19
  think
• 24:19
  that
• 24:19
  is?
• 24:19
  I
• 24:20
  think
• 24:20
  it's
• 24:20
  pretty
• 24:20
  AI
• 24:21
  proof
• 24:21
  for
• 24:21
  the
• 24:22
  moment
• 24:22
  until
• 24:22
  we
• 24:22
  have
• 24:23
  like
• 24:23
  humanoid
• 24:23
  robots
• 24:24
  doing
• 24:24
  our
• 24:24
  plumbing.
• 24:25
  But
• 24:25
  hopefully
• 24:25
  that
• 24:25
  won't
• 24:26
  be
• 24:26
  too
• 24:26
  soon.
• 24:27
  Well,
• 24:27
  you
• 24:27
  never
• 24:27
  know.
• 24:30
  I
• 24:30
  think
• 24:30
  that's
• 24:31
  probably
• 24:31
  the
• 24:31
  reason
• 24:32
  why,
• 24:32
  and
• 24:33
  I'm
• 24:33
  not
• 24:33
  going
• 24:33
  to
• 24:34
  say
• 24:34
  it's
• 24:34
  easier
• 24:34
  because
• 24:34
  it's
• 24:35
  not.
• 24:35
  I
• 24:35
  mean,
• 24:35
  you
• 24:36
  know,
• 24:36
  ultimately
• 24:36
  someone
• 24:36
  that's
• 24:37
  starting
• 24:37
  a
• 24:37
  window
• 24:38
  cleaning
• 24:38
  business,
• 24:39
  even
• 24:40
  when
• 24:40
  you
• 24:40
  get
• 24:40
  to
• 24:40
  the
• 24:40
  point
• 24:40
  where
• 24:40
  you're
• 24:41
  turning
• 24:41
  over
• 24:42
  half
• 24:42
  a
• 24:42
  million
• 24:42
  a
• 24:42
  year
• 24:42
  and
• 24:43
  you've
• 24:43
  got
• 24:43
  a
• 24:43
  couple
• 24:43
  of
• 24:43
  techs
• 24:44
  doing
• 24:44
  it
• 24:44
  for
• 24:44
  you,
• 24:44
  if
• 24:45
  one
• 24:45
  of
• 24:45
  them
• 24:45
  falls
• 24:45
  ill,
• 24:46
  you're
• 24:46
  out
• 24:46
  there
• 24:46
  on
• 24:46
  a
• 24:46
  Saturday
• 24:47
  cleaning
• 24:47
  windows.
• 24:48
  You
• 24:48
  know,
• 24:48
  it's
• 24:48
  not
• 24:49
  a
• 24:49
  sexy
• 24:49
  business
• 24:50
  if
• 24:50
  you
• 24:51
  are
• 24:51
  willing
• 24:51
  to
• 24:52
  put
• 24:52
  in
• 24:52
  the
• 24:52
  work
• 24:53
  and
• 24:53
  kind
• 24:54
  of
• 24:54
  don't
• 24:54
  have
• 24:55
  an
• 24:55
  ego
• 24:55
  as
• 24:55
  to
• 24:55
  the
• 24:55
  type
• 24:56
  of
• 24:56
  business
• 24:56
  you
• 24:56
  run
• 24:56
  and
• 24:57
  you
• 24:57
  don't
• 24:57
  care
• 24:57
  about
• 24:58
  being
• 24:58
  at
• 24:58
  A
• 24:58
  bar
• 24:58
  and
• 24:58
  saying,
• 24:58
  oh,
• 24:59
  I
• 24:59
  run
• 24:59
  a
• 24:59
  window
• 24:59
  cleaning
• 25:00
  company.
• 25:01
  It's
• 25:01
  a
• 25:02
  pretty
• 25:02
  good
• 25:02
  business
• 25:03
  to
• 25:03
  be
• 25:03
  able
• 25:03
  to
• 25:03
  build
• 25:04
  scale
• 25:05
  and
• 25:05
  build
• 25:05
  cash
• 25:06
  flow
• 25:06
  from.
• 25:07
  Because
• 25:07
  your
• 25:07
  competition
• 25:08
  is
• 25:08
  local
• 25:09
  and
• 25:10
  you're
• 25:10
  not
• 25:10
  competing,
• 25:12
  you
• 25:12
  know,
• 25:12
  if
• 25:12
  you're
• 25:12
  in
• 25:12
  SaaS
• 25:13
  against
• 25:13
  some,
• 25:14
  you
• 25:14
  know,
• 25:14
  whiz
• 25:15
  kid
• 25:15
  in
• 25:15
  a
• 25:15
  basement
• 25:15
  somewhere
• 25:17
  or
• 25:17
  even
• 25:17
  on
• 25:17
  a
• 25:17
  national
• 25:18
  level
• 25:18
  with
• 25:18
  E
• 25:18
  commerce,
• 25:18
  with
• 25:18
  cbd.
• 25:19
  You
• 25:19
  know,
• 25:20
  our
• 25:20
  competition
• 25:20
  was
• 25:21
  startup
• 25:21
  founders
• 25:22
  in
• 25:22
  Manchester
• 25:23
  and
• 25:23
  someone
• 25:24
  in
• 25:24
  London
• 25:24
  that
• 25:24
  had
• 25:25
  connections
• 25:25
  and
• 25:25
  suddenly
• 25:25
  Anthony
• 25:26
  Joshua
• 25:26
  is
• 25:26
  investing
• 25:26
  in
• 25:27
  their
• 25:27
  business.
• 25:27
  You
• 25:27
  know,
• 25:27
  your
• 25:28
  competition
• 25:28
  is
• 25:28
  just
• 25:28
  within
• 25:29
  your
• 25:29
  local
• 25:29
  radius.
• 25:30
  So
• 25:30
  it
• 25:30
  is,
• 25:30
  don't
• 25:31
  want
• 25:31
  to
• 25:31
  use
• 25:31
  the
• 25:31
  word
• 25:31
  easier,
• 25:32
  but
• 25:32
  it,
• 25:33
  it's
• 25:33
  more
• 25:33
  achievable
• 25:34
  to
• 25:34
  be
• 25:34
  able
• 25:34
  to
• 25:34
  scale
• 25:35
  a
• 25:35
  business
• 25:35
  like
• 25:35
  that
• 25:35
  if
• 25:35
  you're
• 25:36
  coming
• 25:36
  in
• 25:36
  as
• 25:36
  a
• 25:36
  proper
• 25:36
  business
• 25:37
  owner
• 25:37
  mindset
• 25:37
  as
• 25:38
  opposed
• 25:38
  to
• 25:38
  just
• 25:38
  someone
• 25:39
  that's
• 25:39
  doing
• 25:39
  the
• 25:39
  trades
• 25:40
  and
• 25:40
  just
• 25:40
  so
• 25:40
  happens
• 25:41
  to
• 25:41
  have
• 25:41
  grown
• 25:41
  the
• 25:41
  business.
• 25:42
  Particularly
• 25:42
  in
• 25:42
  the
• 25:43
  US
• 25:44
  More
• 25:44
  and
• 25:44
  more
• 25:44
  questions
• 25:44
  are
• 25:45
  being
• 25:45
  raised
• 25:45
  about
• 25:45
  the
• 25:46
  return
• 25:46
  on
• 25:46
  investment
• 25:46
  of
• 25:47
  a
• 25:47
  college
• 25:47
  education.
• 25:48
  So
• 25:49
  higher
• 25:49
  education
• 25:50
  and
• 25:51
  you
• 25:51
  know,
• 25:51
  these
• 25:51
  businesses
• 25:52
  for
• 25:52
  the
• 25:52
  right
• 25:52
  people
• 25:53
  with
• 25:53
  the
• 25:53
  right
• 25:53
  mindset
• 25:54
  and
• 25:54
  a
• 25:54
  willingness
• 25:54
  to
• 25:54
  work,
• 25:55
  represent
• 25:56
  an
• 25:56
  opportunity
• 25:56
  to
• 25:57
  save
• 25:58
  north
• 25:58
  of
• 25:58
  $100,000.
• 26:00
  Right
• 26:00
  on,
• 26:01
  on
• 26:01
  going
• 26:01
  into,
• 26:03
  going
• 26:03
  into
• 26:03
  a
• 26:03
  higher
• 26:04
  education
• 26:05
  track
• 26:05
  and
• 26:06
  you
• 26:06
  can
• 26:06
  get
• 26:06
  started
• 26:06
  and
• 26:07
  you
• 26:07
  can
• 26:07
  learn
• 26:07
  so
• 26:07
  much.
• 26:09
  And
• 26:09
  the
• 26:09
  thing,
• 26:10
  the
• 26:10
  thing
• 26:10
  that's
• 26:10
  so
• 26:10
  dangerous
• 26:11
  about
• 26:12
  younger
• 26:12
  people
• 26:12
  is
• 26:13
  that
• 26:13
  they
• 26:13
  have
• 26:13
  time
• 26:13
  and
• 26:14
  they
• 26:14
  also
• 26:14
  have
• 26:14
  nothing
• 26:14
  to
• 26:15
  lose
• 26:15
  and
• 26:15
  they
• 26:15
  don't
• 26:15
  have
• 26:15
  families
• 26:16
  to
• 26:16
  support.
• 26:16
  So
• 26:17
  I
• 26:17
  can
• 26:17
  see
• 26:17
  how,
• 26:17
  why
• 26:18
  it
• 26:18
  would
• 26:18
  be
• 26:18
  an
• 26:18
  appealing
• 26:18
  option
• 26:19
  like
• 26:19
  a
• 26:19
  window
• 26:19
  cleaning
• 26:19
  business
• 26:20
  in
• 26:20
  the,
• 26:21
  you
• 26:21
  know,
• 26:21
  that
• 26:21
  worst
• 26:21
  case
• 26:22
  of
• 26:22
  like
• 26:23
  if
• 26:23
  it
• 26:23
  was
• 26:23
  me
• 26:24
  and
• 26:24
  I
• 26:24
  have
• 26:24
  to
• 26:24
  go
• 26:24
  out
• 26:24
  on
• 26:24
  Saturday
• 26:24
  and
• 26:25
  clean
• 26:25
  windows,
• 26:25
  then
• 26:26
  who's
• 26:26
  going
• 26:26
  to
• 26:26
  take
• 26:26
  the
• 26:26
  kids
• 26:27
  to
• 26:27
  football
• 26:28
  practice?
• 26:28
  Who's
• 26:28
  gonna
• 26:29
  do
• 26:29
  this,
• 26:29
  who's
• 26:30
  gonna
• 26:30
  go
• 26:31
  wherever
• 26:31
  else?
• 26:32
  If
• 26:32
  you're
• 26:32
  18,
• 26:32
  you
• 26:33
  can
• 26:33
  do
• 26:33
  that.
• 26:33
  If
• 26:33
  you're
• 26:34
  19,
• 26:34
  you
• 26:34
  can
• 26:34
  do
• 26:34
  that
• 26:36
  and
• 26:36
  you
• 26:36
  could
• 26:36
  learn.
• 26:37
  There's
• 26:37
  a
• 26:37
  very
• 26:37
  powerful
• 26:38
  case,
• 26:38
  I
• 26:38
  think,
• 26:39
  for
• 26:40
  going
• 26:40
  in
• 26:41
  and
• 26:41
  spending
• 26:41
  three
• 26:41
  years
• 26:42
  getting
• 26:42
  an
• 26:42
  education,
• 26:43
  a
• 26:43
  business
• 26:43
  education
• 26:44
  by
• 26:44
  running
• 26:45
  an
• 26:45
  actual
• 26:45
  business
• 26:45
  for
• 26:45
  three
• 26:46
  years,
• 26:46
  which
• 26:46
  I
• 26:47
  would
• 26:47
  argue
• 26:47
  is
• 26:47
  probably
• 26:47
  gonna
• 26:47
  teach
• 26:48
  you
• 26:48
  more
• 26:48
  than
• 26:48
  any
• 26:48
  MBA
• 26:49
  course
• 26:49
  is
• 26:49
  gonna
• 26:49
  teach
• 26:49
  you.
• 26:50
  It's
• 26:50
  interesting
• 26:50
  and
• 26:50
  you
• 26:51
  know,
• 26:51
  we
• 26:51
  talked
• 26:51
  beforehand
• 26:51
  about
• 26:52
  Cody
• 26:53
  Sanchez
• 26:53
  and
• 26:53
  her,
• 26:54
  her
• 26:54
  book
• 26:54
  Main
• 26:55
  Street
• 26:55
  Millionaire,
• 26:55
  which
• 26:56
  is
• 26:56
  very
• 26:56
  focused
• 26:56
  around
• 26:57
  encouraging
• 26:58
  people
• 26:58
  in
• 26:58
  younger
• 26:59
  generations
• 26:59
  to
• 26:59
  take
• 27:00
  advantage
• 27:00
  of
• 27:00
  the
• 27:00
  fact
• 27:01
  that
• 27:01
  many
• 27:02
  local
• 27:02
  service
• 27:02
  based
• 27:03
  businesses
• 27:03
  are
• 27:04
  owned
• 27:04
  by
• 27:05
  boomers
• 27:06
  or
• 27:06
  people
• 27:06
  who
• 27:06
  are
• 27:07
  going
• 27:07
  to
• 27:07
  very
• 27:07
  soon
• 27:08
  be
• 27:08
  interested
• 27:08
  in
• 27:09
  retiring
• 27:09
  and,
• 27:09
  or
• 27:10
  selling
• 27:10
  their
• 27:10
  business.
• 27:11
  You
• 27:11
  know,
• 27:11
  potentially
• 27:12
  it's
• 27:12
  a,
• 27:12
  it's
• 27:12
  a
• 27:13
  field
• 27:13
  that's
• 27:13
  very
• 27:13
  rich
• 27:13
  with
• 27:14
  opportunity.
• 27:14
  So
• 27:15
  I,
• 27:15
  I
• 27:15
  think
• 27:15
  it's
• 27:15
  a
• 27:15
  really
• 27:15
  smart
• 27:16
  place
• 27:16
  for
• 27:16
  you
• 27:16
  to,
• 27:17
  for
• 27:17
  you
• 27:17
  to,
• 27:18
  to
• 27:18
  take
• 27:18
  your
• 27:18
  skills
• 27:19
  and
• 27:19
  play
• 27:19
  it.
• 27:19
  It's
• 27:20
  a
• 27:20
  great
• 27:20
  space.
• 27:20
  I
• 27:21
  also
• 27:21
  enjoy
• 27:22
  working
• 27:22
  with
• 27:23
  the
• 27:23
  type
• 27:23
  of
• 27:23
  people
• 27:23
  that
• 27:23
  run
• 27:24
  these
• 27:24
  businesses.
• 27:25
  They
• 27:25
  are
• 27:26
  very
• 27:26
  real
• 27:26
  people,
• 27:27
  normally
• 27:27
  honest,
• 27:29
  you
• 27:29
  know,
• 27:29
  have
• 27:31
  sometimes
• 27:31
  small,
• 27:31
  sometimes
• 27:32
  large
• 27:32
  teams
• 27:33
  that
• 27:33
  they,
• 27:35
  you
• 27:35
  know,
• 27:36
  are
• 27:36
  normally
• 27:37
  very
• 27:37
  kind
• 27:37
  of
• 27:37
  like
• 27:38
  passionate
• 27:38
  about
• 27:38
  the
• 27:38
  work
• 27:39
  they
• 27:39
  do.
• 27:39
  And,
• 27:39
  and
• 27:40
  I
• 27:41
  think
• 27:41
  it's
• 27:41
  quite
• 27:41
  refreshing
• 27:42
  really
• 27:42
  from
• 27:43
  being,
• 27:43
  you
• 27:43
  know,
• 27:43
  sometimes
• 27:44
  in,
• 27:44
  in
• 27:44
  other
• 27:44
  industries,
• 27:45
  you
• 27:45
  know,
• 27:45
  with
• 27:45
  the
• 27:45
  CBD
• 27:46
  industry,
• 27:47
  quite
• 27:47
  a
• 27:47
  lot
• 27:47
  of
• 27:47
  cowboys,
• 27:48
  a
• 27:48
  lot
• 27:48
  of
• 27:48
  kind
• 27:48
  of
• 27:48
  fly
• 27:49
  by
• 27:49
  night,
• 27:49
  get
• 27:49
  rich
• 27:50
  quick
• 27:50
  type
• 27:51
  people.
• 27:51
  Whereas
• 27:52
  in
• 27:53
  this
• 27:53
  industry,
• 27:54
  you
• 27:54
  know,
• 27:54
  like
• 27:55
  you
• 27:55
  said,
• 27:55
  there
• 27:55
  is
• 27:56
  a
• 27:56
  lot
• 27:56
  of
• 27:56
  hype
• 27:57
  around
• 27:58
  home
• 27:58
  services
• 27:58
  at
• 27:59
  the
• 27:59
  moment
• 27:59
  and
• 28:00
  buying
• 28:00
  a
• 28:00
  home
• 28:00
  service
• 28:01
  company
• 28:01
  in
• 28:01
  particular.
• 28:02
  And
• 28:02
  I
• 28:02
  know
• 28:02
  Kodio
• 28:02
  Sanjez
• 28:03
  talks
• 28:03
  a
• 28:03
  lot
• 28:04
  about
• 28:04
  that
• 28:04
  and
• 28:05
  sometimes
• 28:05
  I
• 28:05
  think
• 28:06
  it
• 28:06
  skirts
• 28:06
  on
• 28:07
  too
• 28:08
  much.
• 28:08
  Aside
• 28:08
  of
• 28:08
  oh
• 28:09
  buy
• 28:09
  this
• 28:10
  and
• 28:10
  this
• 28:10
  is
• 28:10
  the
• 28:10
  cash
• 28:10
  flow
• 28:11
  and
• 28:11
  this
• 28:11
  is
• 28:11
  easy.
• 28:12
  But
• 28:12
  I
• 28:12
  do
• 28:13
  think
• 28:13
  it's,
• 28:13
  it's
• 28:13
  a
• 28:13
  good
• 28:13
  thing
• 28:14
  overall
• 28:14
  that
• 28:14
  there
• 28:14
  is
• 28:15
  more
• 28:15
  attention
• 28:16
  being
• 28:16
  given
• 28:17
  to
• 28:17
  the
• 28:18
  prospect
• 28:18
  of
• 28:18
  starting
• 28:18
  a
• 28:19
  home
• 28:19
  service
• 28:19
  business.
• 28:20
  But
• 28:21
  both
• 28:21
  for
• 28:21
  like
• 28:22
  your,
• 28:22
  like
• 28:22
  you
• 28:23
  know,
• 28:23
  a
• 28:23
  young
• 28:23
  person's
• 28:23
  prospects
• 28:24
  like
• 28:24
  you
• 28:24
  said,
• 28:24
  as
• 28:24
  opposed
• 28:25
  to
• 28:25
  going
• 28:25
  in
• 28:26
  and
• 28:26
  getting
• 28:26
  a
• 28:26
  really
• 28:26
  expensive
• 28:27
  education,
• 28:28
  but
• 28:28
  also
• 28:29
  for
• 28:29
  the
• 28:29
  customer.
• 28:30
  You
• 28:30
  know,
• 28:30
  in,
• 28:30
  in
• 28:31
  the
• 28:31
  UK
• 28:31
  there's
• 28:31
  a
• 28:31
  shortage
• 28:32
  of
• 28:32
  home
• 28:32
  service
• 28:33
  engineers
• 28:34
  and
• 28:35
  everyone
• 28:35
  has
• 28:36
  a
• 28:36
  story
• 28:36
  that
• 28:36
  is
• 28:36
  a
• 28:37
  homeowner
• 28:37
  that
• 28:37
  I
• 28:37
  know
• 28:38
  of.
• 28:38
  You
• 28:38
  know,
• 28:38
  a
• 28:39
  bit
• 28:39
  of
• 28:39
  a
• 28:39
  nightmare
• 28:39
  story
• 28:40
  with
• 28:40
  a
• 28:41
  trades
• 28:41
  person.
• 28:42
  Yeah,
• 28:42
  you
• 28:42
  can't
• 28:42
  hard
• 28:43
  to
• 28:43
  find
• 28:43
  a
• 28:43
  good
• 28:43
  one,
• 28:43
  right?
• 28:44
  Yeah,
• 28:44
  exactly.
• 28:45
  So,
• 28:45
  you
• 28:45
  know,
• 28:45
  any,
• 28:46
  any
• 28:46
  competition
• 28:47
  within
• 28:47
  that
• 28:47
  market
• 28:47
  is
• 28:48
  a
• 28:48
  good
• 28:48
  thing.
• 28:48
  Yeah,
• 28:49
  I
• 28:49
  think
• 28:49
  it's
• 28:49
  a
• 28:49
  wonderful
• 28:50
  feel.
• 28:50
  I
• 28:50
  can't
• 28:50
  wait
• 28:50
  to
• 28:50
  see
• 28:50
  how
• 28:51
  it
• 28:51
  plays
• 28:51
  out.
• 28:52
  So
• 28:52
  for
• 28:52
  any,
• 28:54
  just
• 28:55
  in
• 28:55
  closing,
• 28:55
  if
• 28:55
  there's
• 28:55
  any
• 28:56
  local,
• 28:57
  you
• 28:57
  know,
• 28:57
  service
• 28:58
  based
• 28:58
  or
• 28:58
  brick
• 28:58
  and
• 28:59
  mortar
• 28:59
  business
• 28:59
  even,
• 29:00
  that's,
• 29:00
  that's
• 29:01
  listening
• 29:01
  like
• 29:02
  say
• 29:03
  for
• 29:03
  example,
• 29:03
  they
• 29:03
  can't
• 29:04
  afford
• 29:04
  the,
• 29:04
  your
• 29:04
  wonderful
• 29:05
  services.
• 29:05
  What's
• 29:05
  one
• 29:05
  thing
• 29:06
  you
• 29:06
  would
• 29:06
  tell
• 29:06
  them
• 29:06
  to
• 29:06
  do
• 29:07
  and
• 29:07
  what's
• 29:07
  the
• 29:08
  leading
• 29:09
  indicator
• 29:09
  that
• 29:09
  they
• 29:09
  should
• 29:09
  watch
• 29:10
  out
• 29:10
  for
• 29:10
  to
• 29:10
  see
• 29:10
  that
• 29:11
  it's
• 29:11
  making
• 29:11
  a
• 29:11
  difference?
• 29:12
  I
• 29:12
  would
• 29:12
  say
• 29:12
  something
• 29:13
  that
• 29:13
  we're
• 29:13
  one
• 29:13
  of
• 29:13
  the
• 29:14
  first
• 29:14
  things
• 29:14
  that
• 29:14
  I
• 29:14
  do
• 29:14
  when
• 29:14
  I
• 29:14
  go
• 29:15
  into
• 29:15
  an
• 29:15
  account
• 29:16
  now,
• 29:16
  and
• 29:16
  this
• 29:17
  is
• 29:17
  where
• 29:17
  you
• 29:17
  can
• 29:18
  make
• 29:18
  the
• 29:18
  use
• 29:18
  of
• 29:19
  AI
• 29:20
  is
• 29:20
  I
• 29:20
  use
• 29:21
  a
• 29:21
  tool
• 29:21
  called
• 29:21
  Outscraper
• 29:23
  which
• 29:23
  will
• 29:24
  basically
• 29:24
  scrape
• 29:25
  all
• 29:25
  of
• 29:25
  the
• 29:26
  reviews
• 29:26
  of
• 29:26
  your
• 29:27
  customers
• 29:27
  you
• 29:27
  put
• 29:27
  in
• 29:28
  there.
• 29:28
  Not
• 29:29
  your
• 29:29
  customers,
• 29:29
  your,
• 29:30
  your
• 29:30
  competitors.
• 29:31
  So
• 29:31
  you
• 29:31
  put
• 29:31
  in
• 29:31
  their
• 29:32
  Google
• 29:32
  business
• 29:32
  profile
• 29:32
  links,
• 29:33
  you
• 29:33
  scrape
• 29:34
  all
• 29:34
  those
• 29:34
  reviews
• 29:34
  and
• 29:35
  put
• 29:35
  it
• 29:35
  into
• 29:35
  like
• 29:35
  one
• 29:35
  big
• 29:36
  spreadsheet
• 29:36
  basically.
• 29:37
  Then
• 29:37
  you
• 29:38
  give
• 29:38
  that,
• 29:38
  I
• 29:38
  use
• 29:38
  cursor,
• 29:39
  it's
• 29:40
  a
• 29:40
  bit
• 29:40
  more
• 29:40
  bells
• 29:40
  and
• 29:40
  whistles.
• 29:41
  But
• 29:41
  you
• 29:41
  can
• 29:41
  put
• 29:41
  it
• 29:41
  as
• 29:42
  ChatGPT
• 29:43
  and
• 29:43
  you
• 29:43
  basically
• 29:43
  ask
• 29:44
  it
• 29:44
  to
• 29:44
  come
• 29:44
  out
• 29:44
  with
• 29:44
  the
• 29:45
  kind
• 29:45
  of
• 29:45
  common
• 29:45
  trends
• 29:46
  that
• 29:46
  people
• 29:46
  are
• 29:46
  praising
• 29:47
  about
• 29:47
  your
• 29:47
  capacitors
• 29:48
  or
• 29:48
  people
• 29:48
  are
• 29:49
  complaining
• 29:49
  about.
• 29:50
  And
• 29:51
  that
• 29:52
  it's
• 29:53
  such
• 29:53
  a
• 29:53
  good
• 29:53
  document
• 29:54
  to
• 29:54
  have.
• 29:55
  It's
• 29:55
  so
• 29:56
  important
• 29:56
  to
• 29:56
  have
• 29:56
  because
• 29:57
  I
• 29:57
  show
• 29:57
  this
• 29:57
  to
• 29:58
  some
• 29:58
  of
• 29:58
  my
• 29:58
  customers
• 29:58
  and
• 29:59
  they
• 29:59
  know
• 30:00
  their
• 30:00
  industry
• 30:00
  intimately,
• 30:01
  but
• 30:01
  they've
• 30:01
  never
• 30:02
  really
• 30:02
  seen
• 30:02
  it
• 30:02
  in
• 30:03
  a
• 30:03
  document
• 30:03
  as
• 30:03
  to
• 30:04
  what
• 30:04
  these
• 30:05
  common
• 30:05
  complaints
• 30:05
  are
• 30:06
  out.
• 30:06
  And
• 30:06
  when
• 30:06
  you're
• 30:06
  reading
• 30:07
  through
• 30:07
  that,
• 30:07
  you're
• 30:07
  like,
• 30:07
  oh
• 30:08
  yeah,
• 30:08
  well
• 30:08
  we
• 30:08
  could
• 30:08
  like
• 30:08
  adapt
• 30:09
  this
• 30:09
  policy
• 30:09
  to
• 30:10
  kind
• 30:10
  of
• 30:10
  nullify
• 30:11
  that
• 30:11
  or
• 30:11
  something
• 30:11
  like
• 30:12
  that.
• 30:12
  But
• 30:12
  also
• 30:13
  that
• 30:13
  document
• 30:13
  then
• 30:13
  becomes
• 30:15
  a
• 30:15
  great
• 30:15
  way
• 30:15
  of
• 30:16
  optimizing
• 30:17
  the
• 30:17
  conversion
• 30:18
  of
• 30:18
  your
• 30:18
  Google
• 30:18
  Business
• 30:19
  profile.
• 30:20
  And
• 30:20
  if
• 30:20
  you've,
• 30:20
  if
• 30:21
  you're
• 30:21
  putting
• 30:21
  in
• 30:22
  on
• 30:23
  your
• 30:23
  Q
• 30:23
  and
• 30:23
  A
• 30:23
  section,
• 30:24
  for
• 30:24
  example,
• 30:25
  it's
• 30:25
  a
• 30:25
  great
• 30:26
  conversion
• 30:27
  area,
• 30:27
  the
• 30:27
  Q
• 30:27
  and
• 30:27
  A
• 30:28
  section,
• 30:28
  you
• 30:28
  can
• 30:28
  put
• 30:28
  in
• 30:28
  your
• 30:29
  own
• 30:29
  questions
• 30:29
  and
• 30:30
  answer
• 30:30
  your
• 30:30
  own
• 30:30
  questions
• 30:31
  on
• 30:31
  there.
• 30:31
  And
• 30:31
  you're
• 30:32
  basically
• 30:32
  doing
• 30:32
  the
• 30:32
  questions
• 30:33
  around
• 30:33
  what
• 30:34
  you
• 30:34
  found
• 30:34
  in
• 30:34
  that
• 30:34
  competitive
• 30:35
  research.
• 30:35
  You'Re
• 30:35
  objection
• 30:36
  handling
• 30:36
  in
• 30:36
  advance,
• 30:37
  basically.
• 30:37
  Right,
• 30:37
  exactly.
• 30:38
  And
• 30:38
  you're
• 30:39
  also
• 30:39
  showing
• 30:39
  Google
• 30:39
  there's
• 30:40
  activity
• 30:40
  on
• 30:40
  your
• 30:40
  Google
• 30:41
  business
• 30:41
  profiles.
• 30:41
  It's
• 30:41
  going
• 30:41
  to
• 30:41
  help
• 30:42
  in
• 30:42
  rankings.
• 30:43
  Not
• 30:43
  a
• 30:43
  huge
• 30:43
  amount,
• 30:44
  but
• 30:44
  it's
• 30:45
  anything
• 30:45
  that
• 30:45
  will
• 30:46
  improve
• 30:46
  the
• 30:46
  conversions
• 30:46
  on
• 30:46
  your
• 30:47
  Google
• 30:47
  Business
• 30:47
  profile
• 30:48
  will
• 30:48
  improve
• 30:48
  your
• 30:48
  rankings.
• 30:49
  Because
• 30:49
  if
• 30:49
  people
• 30:49
  see
• 30:50
  one
• 30:50
  of
• 30:51
  the
• 30:51
  things
• 30:51
  that
• 30:51
  Google
• 30:51
  is
• 30:51
  increasingly
• 30:52
  measuring
• 30:53
  is
• 30:53
  activity
• 30:54
  on
• 30:54
  your
• 30:54
  Google
• 30:55
  business
• 30:55
  profile
• 30:55
  from
• 30:55
  the
• 30:56
  customer.
• 30:57
  So
• 30:57
  if
• 30:58
  it's
• 30:58
  converting,
• 30:58
  well
• 30:59
  then
• 30:59
  it's
• 30:59
  going
• 30:59
  to
• 30:59
  boost
• 31:00
  you
• 31:00
  up
• 31:00
  those
• 31:01
  rankings.
• 31:01
  So
• 31:01
  you
• 31:01
  know,
• 31:02
  there's
• 31:02
  a
• 31:02
  lot
• 31:02
  more
• 31:03
  immediately
• 31:03
  effective
• 31:04
  things
• 31:04
  that
• 31:04
  I
• 31:04
  would
• 31:05
  do
• 31:05
  for
• 31:05
  a
• 31:06
  purely
• 31:06
  ranking
• 31:06
  perspective
• 31:08
  with
• 31:08
  a
• 31:08
  local
• 31:08
  business.
• 31:08
  But
• 31:09
  that
• 31:10
  is
• 31:10
  from
• 31:10
  a
• 31:11
  general
• 31:11
  business
• 31:12
  perspective
• 31:13
  a
• 31:13
  really
• 31:13
  important
• 31:14
  thing
• 31:14
  to
• 31:14
  do
• 31:15
  and
• 31:15
  is
• 31:15
  now
• 31:15
  so
• 31:15
  easy
• 31:16
  and
• 31:16
  you've
• 31:16
  now
• 31:16
  got
• 31:16
  an
• 31:17
  analyst
• 31:17
  in
• 31:17
  AI
• 31:17
  that
• 31:18
  will
• 31:18
  be
• 31:18
  able
• 31:18
  to
• 31:18
  basically
• 31:18
  just
• 31:19
  aggregate
• 31:19
  all
• 31:20
  of
• 31:20
  that
• 31:20
  and
• 31:20
  basically
• 31:20
  a
• 31:21
  lot.
• 31:21
  Of
• 31:21
  people
• 31:21
  aren't
• 31:21
  even
• 31:21
  doing
• 31:22
  it
• 31:22
  in
• 31:22
  the
• 31:22
  first
• 31:22
  place.
• 31:22
  Right?
• 31:23
  Yeah,
• 31:23
  exactly.
• 31:24
  Great.
• 31:24
  Well
• 31:25
  Elliot,
• 31:25
  thank
• 31:25
  you
• 31:25
  so
• 31:26
  much
• 31:26
  for
• 31:26
  sharing
• 31:26
  the
• 31:27
  story
• 31:27
  of
• 31:29
  the
• 31:29
  company
• 31:29
  that
• 31:29
  you
• 31:30
  built
• 31:30
  so
• 31:30
  much
• 31:30
  value
• 31:30
  in,
• 31:30
  how
• 31:31
  well
• 31:31
  you
• 31:31
  did
• 31:31
  it
• 31:31
  and
• 31:32
  you
• 31:32
  know,
• 31:33
  super
• 31:33
  excited
• 31:33
  for
• 31:35
  the
• 31:35
  venture
• 31:36
  you've
• 31:36
  started
• 31:36
  off
• 31:37
  now
• 31:37
  and
• 31:37
  I'm
• 31:37
  sure
• 31:37
  it'll
• 31:37
  be
• 31:38
  incredibly
• 31:38
  helpful
• 31:38
  to
• 31:39
  home
• 31:39
  services
• 31:40
  businesses
• 31:40
  across
• 31:41
  the
• 31:41
  world.
• 31:42
  So
• 31:42
  if
• 31:42
  anyone's
• 31:42
  listening
• 31:43
  and
• 31:44
  has
• 31:44
  a
• 31:44
  service
• 31:45
  business
• 31:45
  or
• 31:45
  brick
• 31:45
  and
• 31:46
  mortar
• 31:46
  business
• 31:46
  that
• 31:46
  needs
• 31:47
  some
• 31:47
  local
• 31:47
  help,
• 31:47
  you
• 31:48
  know
• 31:48
  where
• 31:48
  to
• 31:48
  go.
• 31:49
  Elliot
• 31:50
  is
• 31:50
  your
• 31:50
  man.
• 31:50
  So
• 31:50
  thanks
• 31:51
  so
• 31:51
  much
• 31:52
  sir
• 31:52
  for
• 31:52
  coming
• 31:52
  on
• 31:52
  and
• 31:53
  we'll
• 31:53
  talk
• 31:53
  again
• 31:53
  very
• 31:53
  soon.
• 31:54
  Thanks
• 31:54
  for
• 31:54
  tuning
• 31:54
  in
• 31:55
  to
• 31:55
  Transformed
• 31:55
  with
• 31:56
  Data.
• 31:56
  If
• 31:57
  today's
• 31:57
  conversation
• 31:58
  gave
• 31:58
  you
• 31:58
  even
• 31:58
  one
• 31:58
  insight,
• 31:59
  one
• 31:59
  aha
• 32:00
  moment
• 32:00
  or
• 32:00
  one
• 32:00
  new
• 32:01
  idea
• 32:01
  to
• 32:01
  take
• 32:01
  action
• 32:02
  on.
• 32:02
  Do
• 32:02
  me
• 32:03
  a
• 32:03
  favor.
• 32:03
  Subscribe,
• 32:04
  leave
• 32:04
  a
• 32:05
  review,
• 32:05
  and
• 32:05
  share
• 32:05
  this
• 32:06
  with
• 32:06
  someone
• 32:06
  who's
• 32:06
  ready
• 32:06
  to
• 32:07
  level
• 32:07
  up.
• 32:07
  Until
• 32:08
  next
• 32:08
  time,
• 32:08
  keep
• 32:09
  asking
• 32:09
  the
• 32:09
  right
• 32:09
  questions,
• 32:10
  keep
• 32:11
  challenging
• 32:11
  the
• 32:11
  status
• 32:11
  quo,
• 32:12
  and
• 32:12
  keep
• 32:13
  transforming
• 32:13
  with
• 32:13
  data.