Garrett Sussman: Not gonna wanna miss the next presenter. But first, just a huge shout out to the man whose idea brainchild was pulling this all together. How ridiculous. Mike King has an idea. And I’m like, how am I going to make this happen? Look over here, look over there. But this this is an idea, and this is a reality. And it so much thanks and appreciation for all of you coming and making it happen. There was panic. There was panic. It’d be like a bunch of empty seats, I would have to go to Kinko’s or FedEx office and buy a bunch of cutouts and put them there. He wouldn’t notice, but fortunately, we got real people today. So shout out to Mike King. Our next speaker, you might have heard of him. He is an OG in our industry. He is Philly represent when it comes to content, SEO, and doing the right thing, social good. I am joined today by Wil Reynolds. Wil is the founder and CEO of Seer Interactive. They do all sorts of things from SEO, data backed strategies across SEO, paid media, analytics, and creative services. Wil enjoys mudding in his 6” lifted 1980 Jeep CJ7and trying to learn how to fix it.  He’s also currently taking swim lessons and learning to swim for the first time, probably be in the Olympics coming up. We’ll keep our eyes peeled. Dude can do anything he puts his mind to. He’s driven across the country times. So presenting, The Other AI that is Hurting Your Organic Traffic, please welcome Wil Reynolds.

Wil Reynolds: All right. Start this thing off with a little large professor. All right. So you see the title. Oh, sorry. Mike’s like, you’re fucking up my shit dude. Take your shit off. I felt like it was like some MOP shit like, take rings off. I’m like, yo. It’s like Annie up or some shit. Mike came at me with a real line like, do these dreadlocks look cool until you can’t get your lanyard off and Mike’s yelling at you. It’s stuck. Sorry, Mike. Thanks for not starting my timer y’all. Alright.

So as I was saying, this is totally possible and I think we’ve been rewarded for this for a while and we don’t really call ourselves out about this. But it’s very possible to hit your KPIs and search and not win with the people that did the search, Okay. So, we’re going to talk a lot more today about how do you do both? If possible, you can. And this is going be probably a really hard presentation for a lot of you to consume. Because I’m going to consistently ask you to take the fucking stairs. Alright, how many of you got here walking? That’s not bad actually. Alright, good. I thought you lazy motherfuckers were going be like taking cabs and shit. Alright. I want you to I don’t really want you to close your eyes but I want you to try to imagine, there’s some heavy hitters on this stage, right? Some of the people you probably be like, man, if I could build a private WhatsApp group and invite in these five people, This would be my five. Think about those five people. Now, you’re in this private WhatsApp group, they’ve been sharing stuff forever, you finally got invited into those people. Now, think about the last piece of content you published. You are in front of the people that are your people. Would you be like, yo guys, you should read this. Or would you be like, nah, I write pretty low quality scaled AI shit and I would never with my reputation come into this place with that last piece of content I just wrote. Sorry. 

So, Philly, yes. Take a look at this. This is going be important. We’re going to do a quiz later. So, I went to get a cheese steak and a friend was downtown. Mike, I should have just went to Ishka Bibble’s, I know, I know, but he was downtown. Blame, blame Will Scott. He didn’t want to go that far. So, I go to this cheesesteak spot, something smells funky off the rip and I’m like, all right. So, they got this award and went visit Philadelphia. They got an award from Philly Bite magazine which I had never heard of and then they got a big poster of Philadelphia and I’m looking at it and I’m like, that’s Dolly but it’s cool because it looks pretty good. And then I’m like looking at it and then I’m like looking at it and then I’m looking at it. I’m like, hell no, that’s the motherfucking Statue of Liberty. This place was talking about their authentic cheesesteaks. Buy a Rocky poster for five bucks, dog. Instead, you did some AI shit and you can’t tell me you’re authentic. I’m looking for your authenticity. You can’t put that shit at the top when the shit actually looks like this and call yourself an authentic Philadelphia cheesesteak spot. And now, everybody who gave you award, I also don’t think they’re authentic. So, as large professor would say, they’re faking the funk.

A lot of us in here are faking the funk. All right, so, I have this QR code. I was literally up until two minutes ago trying to get all my resources in there. What you have in there is you have a markdown file so you can take this entire presentation, drop it in whatever you want, run AI on it. There’s a link to a custom GPT that has a bunch of the different resources from this presentation. You can ask it. I’m going smack you guys around today. Sometimes you might wake up and want to put your strategy in and have me smack you the freak around a little bit and be like this is some low quality shit. Step your game up if you need that QR code. I’m going to add more to it later. I’m sorry, I was rushing to get this thing done. So, I wanted to write content about the future of KPIs in SEO. All of our numbers are smaller, I don’t think that’s a problem. I’ll tell you why, I’ll explain why. But I’m looking there and I’m like, alright, cool, you know, I got traffic think tank, Forbes, Sierra Interactive and I go, alright, cool, like Forbes, Alright, who the fuck is Leron Hori? Who that? Who’s that? Who’s Leron Hori for real? Okay, is Leron Hori speaking at this event? No? Okay. Anybody in this room ever seen Leron Hori as a thought leader on this space? No? Anybody know who Leron Hori is? Yeah, you do? Good. Anybody follow Leron Hori? No, there’s no hands, for real. But yet, with all of our experience and whatnot, she’s beating us out. And I’m going, what? And she’s kind of like promiscuous, like Nelly Furtado or something. And notice this whole presentation is full of music references for Mike. So I’m looking at this and I’m like, you’ll just write for anybody on any topic. And you’re beating me and nobody likes your shit. You haven’t posted in eight months. I have no mutual connections with you. I got a lot of mutual connections with other people. I’m getting my ass kicked. She has no expertise, no passion about our industry, no distribution, beating my ass. She’s up there with this guy and this guy where I have actual connections with. How does this happen? We’re going to get into that. But I’m going to ask you all, how many of you are writing content where you have no expertise, no passion and no distribution? Damn, you all don’t like to raise hand on that shit. And what you’d now have been convinced to do is go to some AI tool and write it in and have it kick out some content. You know what I want you to do? I want you to take all the pieces of content you wrote with your AI platform, go into GA and see how many sessions you got versus organic social sessions. You know what’s going to happen, right? Nobody shares that shit in private places with their friends. I just kicked out a hundred pages in 30 days, yo. And nobody gave a shit. Because when they had to put their name on it, they’re never sharing that in their private places because it’s not that fucking helpful. Do that for your last ten articles. Tell me how that works out. You’re like, Wil, it was much better when you were picking on Leron Hori. Now you’re talking about me. Yes. Yes. 

But that’s why I started this presentation the way I did. It’s real funny to look at somebody else come in your industry and be like, she don’t know what’s going on with SEO. Isn’t she stupid? And then you’re like, damn, you turned the mirror on us. I’m like, yep, got you. I got more for you. Ready for it or you guys want to just like people are starting to leave and cry. 

Alright, so let’s talk about buying jeans. I’ve been showing this one for a while. I typed in ethical jeans into Google. Banana Republic ranked number 5-ish. You won’t find them anymore because a couple days ago they pulled those pages down. They said, oh, sustainability. Yeah, that’s us. Cool. No problem. Good job. Yeah, man. Whoo. There we go. That’s us. Genius marketers. I got my thing doing an automatic linking between the thing and the thing and then I put some content down at the bottom nobody’s going to read, no one would ever share because it all fucking sucks anyway. Winning #5, baby. Not today. Not today. Today, we’re taking the stairs, y’all. What does that look like? I can’t buy all my jeans from Nudie. These aren’t my Nudies because I had to walk here from the train. Nudies are a little they’re a little more tight. I’m not really built for guys that listen to hip hop and wear baggy jeans but I support the brand, which is going to be important later. When you walk into a Nudie store, they are about ethical jeans. So therefore, they want to encourage you not to buy more jeans than you need because every pair of jeans, no matter how ethically sustainably made they are, has a negative impact on the environment. That’s their belief system. So if you go into their store and your jeans are ripped, they repair them for free for the life of the jeans. They literally have used jeans for you to buy that they have repaired, rewashed and made brand new so you don’t buy new jeans so you don’t affect the environment. Great. Right? That sounds like they’re really about that life. They’re so about that life that for each pair of jeans on their website, you can click on all the different materials used, find out how much water was used, find out the company they used, how many employees they have at that company and whether or not they visited that company to make sure they lived up to their standards. That sounds pretty real to me. So when you think of, alright Nudie, that’s some pretty hefty stuff that you’re doing right there. That is some real real market, not even marketing, that’s just real belief systems. Right? What do they get for that? They get a fucking 60 ranking. Banana Republic has a 5 because they got a domain and they got a bunch of internal links and they got a bunch of stuff at the bottom and Nudie jeans gets on planes to make sure that their jeans are ethical and they get crushed. Thank God they got fans. Thank God we live in a world where everybody doesn’t find their products through search engines because they wouldn’t fucking exist.

So as I’m putting this slide deck together, I’m like, damn. Search engines penalize authenticity. The more unique you are about speaking your truth, the less you show up and the less traffic you get. And what do they reward? Being like everybody fucking else. Which means that we as search engine optimizers reject authenticity. Oh, you don’t want to put that up on your page, it won’t rank. Let me just look at what everybody else did that ranks above me and do what they did. These guys came along and changed the game a little bit. So now when I do a search about ethical jeans companies, Nudies #1 in GPT, #1 or 2 in Claude 3.7 Sonnet, #2 in I think that was Perplexity, and #1 in Gemini. So by ignoring SEO – by ignoring SEO, they are now in a position to dominate AI search. So next time somebody tells you that SEO is just like optimizing for AI, show them this fucking version of the slide and ask them what the fuck they think now. It’s bullshit. No, it’s not it can’t just be like SEO. Right? It can’t be. That’s just something we tell ourselves because we don’t want to admit that we might have to change a whole lot of shit to stay relevant.

So let’s start talking about that. You have the tools, just fucking use them. DeepSeek, what I love about DeepSeek that DeepSeek did is they showed reasoning and they showed all the reasoning. ChatGPT, when they came out with one, did not want to show you all the reasoning for safety. Sounds a lot like not provided to me. So DeepSeek forced them. We are in the golden era of freaking time because to me, we actually have competition. And when you have competition, one person launches something and it forces someone else to have to follow-up. So now, DeepSeek is like, yo, here’s all the reasoning. ChatGPT is like, damn it, we wanted to keep our shit to ourselves so that you guys couldn’t figure it out. So now it looks like what does ethical mean? Right? And it talks about fair trade and B corp and empowering women and water usage. Right? So these are all the things it’s looking for now. Now getting on a plane, now talking about your water usage, now talking about how you treat women is how you’re ranking so well for freaking ethical jeans. The other motherfuckers were putting random words at the bottom of a page built by ChatGPT. They created a moat. Do you understand the size of the moat when it was already in your belief system to go and fly to a manufacturer in the Philippines, meet their employees and make sure they’re treating them right for the word ethical genes? Good luck putting that in your SEO strategy when you can’t get fucking money to get a $20 a month subscription to ChatGPT.

So this is the issue. We got to move from words to themes. How’s that semantic relevancy thing working for you? Just use the reasoning and be like, that’s who you got to go be. The hard part is is that that means you got to learn how to actually talk to marketers who do things like brand and have budgets to fly people all over the world. And you spend all the time listening to me talk about dumb shit and where to put keywords. All right. Let me keep going. I was recently asked this question and I was surprised that people were surprised that my answer was like, dude, I would do less SEO for my own business and it’s all data backed. I’m going share with you all the data and anything where there’s authentic people connecting with other people is where I want to win. Here’s my revenue. Yeah, I’m sick of this fucking bullshit where people get on stage and show fucking Google search console going up into the right. That’s not money. This is money. Money went down. Ain’t it easier when you’re just like, like type in the ChatGPT, tell me about Seer Interactive. It’s going to be like, they’re transparent. There it is motherfuckers, right? So there’s my actual revenue. You can see my line on organic traffic. For a long time, if my site performed well and I got more traffic, my revenue followed that line and then all of a sudden around December 2023, those things diverged. I am now at my second lowest point all time in organic traffic and my third highest point in or second highest point in revenue. So these things are no longer correlated the way they used to be. So that means something had to happen at that time to make that line go in the opposite direction.

So first thing I’m going ask all of you to do or think about is Danny Gavin had posted this to LinkedIn I was like, yo bro, join your paid data to your SEO data and see how those numbers change. So if you’re being asked, yo, numbers are down, clicks are down, click through rate is down, take your paid data, which I’ve been saying for freaking ten years now, join it. Join your paid and SEO data together. Get rid of all the keywords that never drove a conversion in the last 24 months and you might just find that your clicks and click through rates are actually going up on the keywords that drive revenue, not rankings. Okay? If you don’t know how to do it, the video is about 10 years freaking old on how to do it yourself. That line looks a lot more like my revenue, doesn’t it? Yes? Line go up. Money went – This is hard to present but you need to hear it. At the peak of our marketing because this is kind of I fudged some of the numbers and whatnot because I’m protecting people. At the peak of our business, we had three and a half people on marketing. And then when one person left after it was safe in the pandemic and whatnot, we didn’t let anybody go. One person left and I go, Crystal, she really runs the business, I just talk with you guys. And I go, all right Crystal, so I’m getting another person to replace that person. She goes, no you’re not. I went, all right, damn girl. Second person left, yo Crystal, I’m getting a resource now. I’m down two. I’m going get one, right? No you’re not. Third person left. Yo Crystal, yo, you know, I got stuff to do girl. Third person leaves. Can I get a resource? No. I go, so who’s going to do it? She goes, you will. Okay, I guess I’m going run marketing. Super glamorous. I was like fingers on keyboard sending out fucking corporate tweets. But I learned. I went from three and a half people to zero in only 15% of my time and freaking like 1,200 x’d our freaking social traffic. And our social traffic didn’t start at two and now it’s like 24 and I’m like, oh, 12 x’d or whatever the math is. We already had social traffic, obviously. So my cost dropped 97%. My organic social visits were I went over actual humans, not some algorithm that’s a proxy for trust. How about I actually earn your trust by writing things that can help you and making myself available for you and you and you and you. People are like, no, show me the AI stuff you did though, dude. You got to have some prompts bro. You got to have some stuff you were doing. I’m like, it was just heart. Sorry. There is no prompt to share. I actually love my job. I love the moment we’re in and I love helping as many people as I can and that’s authentic to my brand. That’s why we’re winning on social right now. You can’t force yourself to watch this presentation and be like, I’m going to start helping people. Too fucking late, it’s actually not in you. So be authentic to whoever you’re authentic about. Be Banana Republic and be vanilla. What’s Banana Republic’s belief system? We don’t know. It’s make more money for shareholders. That sounds about right. 

So we take the stairs, y’all. Anybody wake up this morning and go, you know what I was born to be? A follower. But it’s interesting, we hide following through words like semantic. It’s like, okay, so I’m going to take the top 10. So people will think, I’m not a follower and you’ll go, okay, so tell me about how you do your job and they go, okay, so here’s what I do. I look at the top 10 of Google and I take all the information from their pages and I copy it and I do just enough that they didn’t find to make mine better than theirs. Oh, so you’re a follower. No. Oh, I’m not a follower. I realized this myself because I did the exact same thing. I’m just having the same conversation with you that I had with myself. So we optimized for the keyword SEO RFP and I went, okay. My team built it. Table of contents. Yep. Got to have that. Got to link SEO everywhere. That’s what we do. Got to put your template up, yada yada yada. So then my team comes along and just follows the same freaking playbook. And then I look at this shit one day, right? And I’m like, this is shit. I allowed my own team to write content that was nothing I would ever say to any of you if you said, hey, I’m getting ready to put together an RFP. What should I do? You know you should build a table of contents. I’m like, fuck that. Respect my authority. I’ve been doing this for a long time. Like, what would I actually tell you to do? And I wrote that post from my motherfucking heart. And then guess what fucking happened? One, nobody’s talking about AI. Not whiney body in the top 10 ranking for SEO RFP. Now, if anybody here has ever submitted an SEO RFP, I bet you had some questions like how are you going to use AI? But when you’re a content marketer, it’s not in your fucking heart. So you write it, get the ranking and you’re fine with it because helping people is just my jam. I went to school to be a teacher. So for me, I’m like, yo, that content ranks #4 but it fucking sucks. Let’s flush that shit. We flushed it, it went down to #12 and then I learned about a thing from Mike, which Mike and represent Bill Slowski, he was like, yo, there’s a patent for information gain. I’m like, what the fuck is that? Mike’s like, my god, well, you know so little about SEO. It’s true, it’s true, it’s true. All right, so how do we seek out the content? 

So I recently did a post on how to find the content that Google loves but human hate. I have a link to it, think, in my resources. If I don’t guys, I’m so sorry, was literally trying to piece this together to get you all the resources. But you start looking at all your content and just looking at organic search, generative AI and social search next to each other. One of the things about sorting by generative AI that’s super helpful is you start to understand what pages are on topics and themes that when ChatGPT or whatever the search runs, it goes, we still think it’s worth showing people stuff for them to go a level deeper on your site. Whereas other things, the training data has gotten so strong that they’re like, we’re not sending somebody to your site to learn how to find their fucking sitemap or their robots.txt files. Like go to type in robots.txt at the end of your freaking domain. I don’t need to send you to a website for that. 

So in the post, have a couple of things to do. If you’ve got high social and direct traffic and high or low organic search traffic, these are like the different set of to dos on your human versus SEO signal. Then I’ve got it on the AI versus SEO signal and I hope this can be helpful to put all your content in these buckets to help you figure out what to do. All right. So I’m hoping by the end of this year, I’m going to build a lab, lab, fucking some software. But we’re going to call it a lab where we watch people, we recruit people to solve their problems using ChatGPT. Because there is no webmaster tools for ChatGPT. Right? There is no webmaster tools for Gemini. Right? There is no webmaster tools for Perplexity. So now our customers are in places leaving clues and we can’t understand that at all. So just get a panel of fucking people survey and get your own data yourself. Stop being a freaking follower and waiting for them to launch the shit. You know what you got to do, you got to go talk to humans, give them a task and see how they search and how they look for this stuff. So somebody fills out my lead form. If it comes through as ChatGPT, I ask them to send me their prompts. This guy doesn’t know what attribution is. All right, cool. That’s where he started. Within a half hour, he’s like, all right, what job title? You know, I don’t know if I want to pay somebody that much. He did a search on ChatGPT and we showed up somehow. Have no idea how. That’s also something else we got to tell each other, right? We don’t know. I don’t know. I wasn’t optimizing for that. We just showed up. Got lucky. Sorry. Lead is in our lead form but I know what he asked and it made me have so much more empathy for how people actually are searching because it’s such a new world. Nobody’s like attribution company anymore. They’re like, here’s my problem and I’m buying billboards. I’m trying to figure out if this is working. That’s how they’re actually talking. We need to get closer to those people and how they talk. 

All right. Darn it. Okay. So bank rate. Hopefully if you’re at bank rate, this isn’t a knock but it’s like just Okay, this is where we’re at. Written by, edited by. That’s my first clue. This is some like kind of scaled low quality shit. Then I got some bad image of a guy looking at a pair of keys about to hit him in the face with a clock over his shoulder and a table of contents. Great. Alright. I know what I’m dealing with here. And then I look at their authors and I’m like, New Mexico, first home time buyer assistance programs. West Virginia, first home buyer assistance programs. Ohio, first time assistance buyer programs. I can already get a feel for how much value I’m getting out of David Williams or whatever his fricking name is that wrote this content. See, the problem with winning on search is that this can happen. You can literally optimize a page. This is my own content from one of my own pages. It moves from eighteen thousand projected to thirty eight thousand. You’re like, yay, crushing it. But nobody ever shared it with anybody because it wasn’t that good. Here’s the sad reality of optimizing for ChatGPT. Lists, directories, press releases work. I asked, give me five search agencies that are good at working on the intersection of SEO and PPC. I did it. This is an old slide. It came back with a bunch of results and I’m looking at the companies and I’m going, that’s weird. These aren’t the guys that I learned from on how to join PPC and SEO data and I’ve been in the industry for 25- something. What the what? So then I go, holy shit, they’re doing some SEO follower shit. We’re going to create a listicle on our website listing out other agencies so we can show up in the search engines. How many of you can do that on your site or your client’s sites? Hey company, I’m going to take all your competitors and make a page that lists out all your competitors but I’m going to put you at the top. Alright? And then we’re going to win this AI game. That’s the most inauthentic shit I’ve ever heard. So now you see one company does it and then another company is like, I’m going to do it. Then another company is like, me too. 

Think about it, y’all. This is not a knock and if you’re from any of these places, I’m not knocking you, I’m asking you when Mike decided curate a group of people to get on this fucking stage and help all of you do your jobs better, how many of them were from this company, this company, this company or this company? But they’re beating all of us when it comes to AI for fucking now. But the minute this shit gets figured out, which it will, we’re going to just slide into this space because we’re actually about that motherfucking life. I’m optimizing for banking right now for my own site to show up in LLMs and I’m getting beat by this shit and this shit. Modernize your banking system and get more clients by implementing community bank digital marketing today. That’s not even a fucking sentence. You can’t implement community bank digital marketing. Beating my ass once again. So then I’m sitting there like, God man, the future is not as bright as I used to think. This is Wil pre-AI looking out at the beach and just smiling and shit, I’m in Brazil. And now, I’m like, well, what am I going to do? I got a company, I got a bunch of mouths I got to feed. I’m like, oh, I know what to do. Fuck you, I won’t do what you tell me. If that’s the way I got to win, I’ll just win hearts and minds and let you get rankings while I get fucking revenue.

I’m taking the motherfucking stairs on this bitch. I’m dead ass. If that’s how we got to win, all it’s going to do is put us at the fucking kiddie table. So I went in and I interviewed my team members that work on banks and I got their actual fucking stories. I’m like, oh shit, we got a client to put the word best on their website, how did we do it? And they told me and I wrote that shit. And then we started talking about how to get content through compliance teams and we don’t use words like leads, we talk about account opens that get through fraud because we actually live that life. I speak at conferences seven years in a fucking row in banking and I hang out with other people in the banking sector and get my brand around them. And I did a fucking press release for the first time trying to be like, alright, I’m trying to understand how this shit works. And what do I get for that? Nothing. Nothing. Because somebody decides to create a listicle of banking agencies. Damn it. 

But we’re going to have our revenge. I think we all want answers from people. All the platforms that I see that are growing look like this, this, this, this. I wasn’t in any WhatsApp groups like five, six years ago. First time I got on WhatsApp, I was in Brazil, people were like, yo, what’s your WhatsApp? Or your sappy sappy as they call And I’m like, what app? They’re like, no, give me your WhatsApp. I’m like, yeah, yeah, know. What app? That’s how dumb I was. They’re calling it sappy sappy now and I’m like, what app? See, people are talking about you in places you don’t even know. That’s why your belief system is going to matter more than ever. I was shocked yesterday I read this slide or I read this slide, made this slide yesterday. Yesterday, I read this article. Andreessen’s got a private telegram group of 300 of the most influential people in the entire fucking world in tech. That means the most traffic you could ever get from that, let’s just say on your link, you got mentioned there, is 400 clicks. Most of you would ignore that. Most of you can’t find out how to find that because you’re like, oh my direct traffic went up by 300 clicks, whatever. Let me go build this page. There’s influence. The problem is that we looked at the numbers without the influence component. Now there’s an influence component on where these people are coming from. And if you build fans, thanks for saying, Juan, y’all. So if you build fans, you start to look for the metrics that tell you maybe you’re doing something that’s creating, it’s winning on search or not winning on search but also winning hearts and minds. How many more people who are searching for my brand or coming to my site on branded search or direct or from social. These are all my real numbers.

What’s really crazy is if you look at my session to contact rate in HubSpot, it takes me seven times the amount of sessions from organic search to get the same amount I can from organic social. So now I’m living in a world where getting 12,000 visitors from organic social is almost the equivalent of getting 92,000 visits from search. When I look at the behaviors they take on my website, Start to look at that metric guys. And now when somebody goes, oh but the numbers are really low, you now have something to come back to them with. So I got four visitors to this blog post from calendar.Google[.]com. Average person in this room would be like, why would you care about four people visiting your website? That number’s really small. I’m a get fired. I’m like, we wrote a blog post that four people had a fucking meeting about. That’s pretty dope, yo. They had a meeting about our content. That’s crazy. And you can’t build distribution without fans so I’m going to leave you all with this. There’s gold in LinkedIn. 825 people liked it. Yay. Good for the ego. No. Mind that shit. That’s 825 actual humans, yo. Don’t value that the same way you used to value visitors to your website because those are real humans. I don’t know if this freaking traffic to my site is all y’all scraping it for your semantic relevancy bullshit that’s not even a real human in the first fucking place.

So now when a lead comes in to SEER, real talk. If you ever liked any of my content since October, when you hit my lead form, my BD team knows exactly what content you already like that we wrote so our first outreach is better. You cannot fake your funking way to that. You got to write shit people care about or that is a moat you can never build. You cannot build that with your automated AI fucking semantic posts because humans shockingly don’t share that shit with other humans when their reputation is on the line. It’s crazy, right? Oh gosh. My time here is done. I am learning to swim. I actually still have hair unlike a lot of you other old motherfuckers that have been in the game for a while. So now I’ve got to ask questions. What do you do with these lovely locks when you have chlorine in these motherfuckers? And I asked ChatGPT and I had a conversation with my sister the other day and she’s like, I was going to buy something at Target. She’s like, don’t buy nothing at Target. We’re boycotting Target. I’m like, we are? She’s like, yeah, yeah, yeah. They closed down that DEI shit. I’m like, okay. So then I went into my freaking custom instructions and said, show me Black-owned businesses whenever you show me products. I went from getting zero recommended last time to three. 

These things are interesting. Oh, I forget I forget your name. Think it’s Christian Ward maybe. Dude, there’s a post that this guy did that was amazing. It was all around personalization. Read that shit. It’s in the links. But now when you combine reasoning with memory, you get this. I’m looking for an agency that specializes in integrating PPC and SEO. The reasoning for ‘03 literally was like, well, Wil likes black owned businesses. Wil likes Philadelphia. So you should show SEER. Right? It’s like, no, you’re the fucking CEO of SEER. That would be weird if I told you to hire your own company. Reasoning. That’s crazy. Right guys? That’s crazy that it took it out. So now, next time your CEO says, why am I not showing up in ChatGPT? You might be like, well, if you’re using the reasoning model, it might take you out. Here’s an example of how that happens. They’re going to be like, I’m going to keep you and fire somebody else. You just went up five rungs in the list. I had no idea that that could happen. So now what’s happening is I’m looking at all the different pieces that show up consistently around my brand and what I’m looking for is AI. And for the first time in some of the newest models, we’re starting to see AI show up with our brand. It’s the newest thing showing up with some level of consistency in the newest models. That is optimizing for a theme, not a keyword. That’s what it looks like. 

I think we’re about to get ready for a world where we’re living in a world of MSV of one with all the personalization and whatnot. It’s like, damn, you’re not going to be able to bank anymore on your old metrics. And I hope I showed you enough things that’ll keep you from faking the funk when you get back to your keyboard. And if you’re ready to take the stairs, I’m with you. I’ll share everything that I know, everything that I’m doing. I showed you my banking page I’m optimizing for LLMs. Follow it and see every change I make. And then, you know, the first five of y’all that follow it are cool. The last hundred of y’all are some followers.

All right. So if you came in late, there’s the scan for on the QR code. I will share stuff. If stuff is missing or broken, just message me. Let me know and I’ll fix it and I’ll make sure that you get all the resources you need so we can win this shit. Thanks so much for having me. See you guy