0:00
Yeah, I think it's streaming to both.
0:02
So, I think we're live now.
0:04
>> All right. Yep. I see the little uh eye
0:07
dot up there.
0:08
>> I don't see anything because I'm all
0:09
over the place. Well, we are live. Um
0:12
and we
0:15
no matter how smart or stupid you are,
0:17
it'll Oh, here we go. Here we are.
0:19
>> Hey, the first time I went live on
0:21
YouTube, uh the first five minutes were
0:23
me fussing around cursing, and then it
0:25
was just like, "Oh, I'm live right now."
0:27
Oh. Oh, hi.
0:29
>> Yeah, that just happens. That's just one
0:32
of those things that just happens. I'm
0:33
actually looking to make sure that
0:34
you're being able to be seen and you're
0:36
not. So, let me change this around.
0:39
There you are. Okay, now.
0:45
All right, let me click in here.
0:49
>> All right, cool.
0:51
>> All right, so people will people will
0:52
eventually come on if they have their
0:54
notifications on. Um, no problem. Or
0:57
they gave up on us.
1:01
>> They gave up on us considering the fact
1:02
that we're 15, 16 minutes late. So,
1:04
awesome. So, first of all, if you're
1:06
here, welcome. Um,
1:08
I what I wanted to do is I get a lot of
1:10
questions on my own channel about
1:12
ranking and SEO and, you know, how to
1:15
rank in the new age. How do you rank in
1:18
everything from you know organic to maps
1:22
to uh AI ranking in chat GBT and all the
1:26
LLMs that is out there. So I thought
1:30
what better person to bring on than
1:32
Caleb Uku
1:35
who is uh the king of SEO and always I
1:37
mean I've known you for how many years
1:39
now? Since 2018.
1:41
>> Yeah.
1:42
>> 2018.
1:44
from one program to another program and
1:47
now we have our own programs, right? Or
1:49
you have your own program.
1:51
>> Yeah, you you had yours when we met, but
1:53
yeah, absolutely.
1:55
>> Yeah. Sweet. So, a few things I guess
1:57
while we're I'm looking at the chat. Um,
2:00
so you guys can Crystal Scott is your
2:03
number one viewer. I think I'm on your
2:04
channel actually. I am on your channel.
2:06
That's funny. Um,
2:09
Robbie is the first. So, you guys could
2:11
drop uh any questions you have while we
2:15
go through some of this ranking and and
2:17
local business stuff, but uh I'm going
2:19
to hand it over to Caleb, but I'm going
2:21
to jump in probably a lot because I tend
2:23
to to do that and probably annoy the
2:25
living hell out of them. And so,
2:27
>> please absolutely.
2:28
>> Yeah. And so, look, to be honest with
2:30
you, Caleb, I you've grown your YouTube
2:32
what, 10 15,000 subscribers in the last
2:35
what, six to 12 months,
2:37
>> something like that. I'd have to look,
2:38
but yeah. spitting out content every
2:41
week.
2:42
>> Every single week. Yeah.
2:45
>> Not easy.
2:46
>> I often joke that man, if you're
2:48
starting a new YouTube channel, it's
2:49
great if you've had it for a couple of
2:51
years, but for the first six months or
2:53
so, no one watches your content except
2:55
your video editor and like your mom.
2:58
>> Yeah. No, it's it's not easy. people who
3:01
are just starting YouTube is it's not
3:04
easy unless you have like high
3:05
production and
3:07
I don't even know like high production
3:11
and you're hitting a huge trend that is
3:13
hot right now. That's
3:16
I've only seen a handful of times like
3:19
somebody hitting a big video in the
3:21
first handful. It usually just takes a
3:23
long time of slowly building watch time
3:25
and staying with it and eventually
3:28
hopefully getting it. But yeah, so um
3:31
but not here to talk about YouTube. Um
3:34
>> no,
3:35
>> here to talk about SEO stuff, right?
3:38
>> Yes. So let's do it. I can tell you one
3:40
thing before you start is um I've always
3:43
turned to to you for SEO stuff. Um
3:47
matter and the funny part is I got
3:49
involved in a local or the agency with
3:52
SEO. That was like my my first big
3:54
client was an SEO client, a mortgage
3:57
company. I tell this story all the time
3:58
that I charge five grand a month for it
4:00
and couldn't rank a site. Um I mean I
4:03
went through hell in high waters to get
4:05
that site ranked, but when you're
4:07
competing with like Chase and Bank of
4:10
America and you know aggregators like
4:14
Yelp and all that stuff, it's uh I
4:17
promise the world and very very under
4:19
underdel. Um
4:21
>> well it so I will have you heard the
4:24
story of my first big client in SEO? No,
4:26
actually.
4:27
>> So, my first big client in SEO was an
4:30
app development company in India. So, a
4:33
company in India hired me to do their
4:35
SEO. And they hired me to do their SEO.
4:37
This was a time when I really didn't
4:39
even know what SEO stood for. This is
4:41
back in 2015, 2016. I was just getting
4:45
started. Had no idea. And much like you
4:47
said, I was just like, "Yes, I can do
4:49
all of this." I I didn't promise
4:51
rankings. I promised that we would get
4:52
them a ton of links. Uh, so we started
4:55
getting all those links and then one day
4:58
Google deindexed their entire domain,
5:02
which pretty much is about as bad as it
5:04
gets with SEO. U, so that that that was
5:06
my first client. Uh, but that was 10
5:09
years ago. Uh, I've learned a few more
5:11
things about SEO in the uh, intervening
5:13
10 years. Uh, and of course, huge
5:16
changes in the world of search
5:18
optimization started in November of
5:21
2022.
5:23
And James, you know what happened in
5:24
November of 2022?
5:27
>> Yeah. Chat GPT.
5:29
>> Chat GPT three and a half rolled out. Uh
5:32
before chat GPT had come out, the focus
5:35
at my agency was almost exclusively on
5:37
non-local SEO. uh but three and a half
5:40
came out we started you know playing
5:43
with it and my agency using it and it
5:46
was pretty clear even back then
5:49
thatformational type non-local searches
5:52
were not the way to make money online
5:56
anymore chat GPT was going to take over
5:59
uh writing on was on the wall uh since
6:02
then that's of course happened Google
6:04
has introduced its own AI overview but
6:07
uh when we saw how powerful chat GPT3
6:09
and a half was we switched and really
6:12
focused on local SEO starting in early
6:16
2024. So February, March started
6:19
focusing on local SEO. Uh so I had a a
6:24
phone sales guy started running some
6:26
Facebook ads uh just to see if we could
6:29
get some local businesses, get them on
6:31
the phone, talk to them, pitch them on
6:33
local SEO. And I remember uh one morning
6:36
my sales guy reaches out to me and he's
6:39
like, "Hey, Caleb, I have a plumber on
6:41
the phone uh or I have a plumber
6:44
scheduled this afternoon." Uh it was our
6:46
first one. I was like, "Oh, that's
6:47
awesome. I'm really excited. First call
6:49
with the local business owner. That's
6:51
going to be really exciting. Let me know
6:52
how it goes." And he was like, "Well,
6:53
hold on, Caleb.
6:55
What do you want me to talk to him
6:57
about?" We didn't have an offer. We
6:59
didn't have pricing. He was like, "What
7:00
do you want me to talk to this guy
7:02
about?" So, we were just like, man, uh,
7:05
just talk to him, figure out what he
7:06
needs, right? He saw an ad on Facebook
7:09
and booked a call with a random
7:11
stranger, so he obviously needs
7:13
something.
7:14
>> So, just talk to him, figure out what it
7:15
is. Uh, so for the next three months, he
7:19
was getting on the phone with, you know,
7:21
15 to 20 plumbers. They're all plumbers.
7:24
15 to 20 plumbers a week. Uh, four or
7:27
five calls a day. And over that
7:30
intervening time, we developed our
7:32
offer, changed it, split tested it,
7:34
developed it, and then we finally hit on
7:37
an offer that worked. Uh 6 months after
7:40
that, we had landed 97 plumbers as
7:43
clients. Uh and we basically were using
7:46
all AI to rank them. uh offer that we
7:50
were giving them. We're building them a
7:52
new website. We're getting them a new
7:53
GBP and then using AI content, we were
7:56
ranking the website, ranking the GBP.
7:59
So, let's see if this works. Uh
8:01
unfortunately, the ranking tool uh
8:03
updated, so I can no longer share the
8:06
the native tool without giving away the
8:08
client name. And every time I've given
8:10
away a client name on YouTube, um
8:13
>> bad things happen. So it's going to be a
8:17
a screenshot before the interface was
8:19
updated. But anyway, so this is the
8:22
before. Uh this is what they looked
8:23
like. This is you can see the date
8:25
February 16th. Uh and then I have to
8:28
stop sharing. And then let me share the
8:31
after.
8:33
So this is the after
8:35
>> and again you can date. This is March
8:37
1st. This is two weeks later. Um, the
8:40
average rank position went from 17 and a
8:42
half to 2.3.
8:44
>> Can you Can you bring up the previous
8:46
one because I didn't have you I I have
8:47
to add the screen share when you do it.
8:49
>> Oh, you have to add. No problem. So,
8:51
I'll bring up the previous one
8:53
>> unless you
8:54
>> So, this is the previous one. This was
8:55
uh February 16th. Uh, average rank 17
8:58
and a half.
9:00
>> So, in two weeks it was all red to all
9:03
green basically. and
9:07
the method we used so we started landing
9:10
local SEO clients didn't have a huge
9:12
amount of local SEO experience no
9:14
problem uh so we started like we we had
9:17
been doing SEO since 2015 2016 we've
9:21
done SEO for uh Adobe Black & Decker uh
9:25
Skillshare so we've done SEO for big
9:28
companies uh big non-local businesses
9:30
hadn't done local before so we really
9:32
had to fine-tune our local SEO process.
9:36
So, we used the same basic process that
9:39
we used with non-local. We just adapted
9:42
it to local SEO and I'm pretty convinced
9:46
I've watched a lot of YouTube about SEO.
9:48
I I don't think there's anyone else who
9:50
was talking about this method when I
9:53
started talking about it. Now, they
9:55
might be because some of my videos have
9:57
a, you know, a few views here and there,
10:00
uh, but it's relatively new. So the
10:03
overall method that we talk about, we
10:06
call it internally, we call it the core
10:08
30. Um, so if you go and you look at a
10:12
Google business profile, the business
10:15
profile is going to have a primary
10:16
category. Uh, Google allows up to 10
10:19
categories total, but you have to have
10:21
at least one. Uh, our recommendation is
10:23
that you have three or four categories.
10:26
Obviously, they have to be relevant.
10:27
Don't choose, you know, something
10:29
random. Choose something relevant. So
10:32
for plumber uh which is the one that
10:33
we've worked with a lot we often do
10:35
plumber as the primary uh then we have a
10:38
drain services provider and uh gas
10:40
contractor or whatever it's called
10:42
something like that for the three
10:44
categories. Then on top of those three
10:46
categories we want to have 20 to 30
10:50
services. Now a GBP service is an free
10:54
entry box. You can type anything you
10:56
want in there. the categories, you need
10:58
to select one specifically that Google
10:59
recognizes, but you can put anything you
11:02
want in the in the in the white box for
11:03
the services. So that gives you, you
11:06
know, 20 to 25 services, three or four
11:09
categories, that gives you 30 pages.
11:11
That's what we call the core 30. Uh, and
11:14
what we want to do when we're building
11:16
this out is we want to build the website
11:18
so that the website structure exactly
11:21
matches the GBP, right? So the closer we
11:26
can get the website to match the GBP, uh
11:28
the more trust, the more authority we
11:31
build with Google's algorithm, uh
11:33
because then Google is more and more
11:35
convinced that yes, this is a real
11:37
business and this business is associated
11:40
with this Google business profile.
11:43
Right? Let me I'm trying to see if I can
11:46
pull up a pull up a map, a little uh
11:50
map. And I I actually we you and I were
11:52
going through this with that electrician
11:53
client uh with me when um about the core
11:57
30 and like building from the main like
12:00
what it is electrician and then I don't
12:03
know if you have like a a
12:06
like a what the hell they call not not
12:08
like a graph of how it works like
12:10
>> found it.
12:11
>> Got it. Okay.
12:13
>> Yes. It's a PowerPoint slide. I'm an
12:15
engineer by training so of course it's
12:17
just a crappy PowerPoint slide. Uh yeah,
12:21
so this is in my in my school community
12:23
where we break everything down, but let
12:25
me let me talk through this. So um the
12:27
most important URL for a local business
12:30
website is we call it the GBP landing
12:32
page. So if you go to your GBP, if you
12:35
go to your GBP, there's a box that says
12:38
website. Whatever URL you put in that
12:40
box is your GBP landing page. For most
12:42
local businesses, it's just going to be
12:44
their homepage. For a multilocation
12:46
business, it should not be the homepage.
12:48
It'll be an internal page. But anyway,
12:50
so you have the internal or you have the
12:52
GBP landing page, the homepage. Now,
12:55
this is the target keyword. So the
12:57
target keyword on the homepage is your
12:59
primary category city name. So for fun,
13:02
we'll just say plumber Houston, right?
13:05
So uh homepage keyword target keyword is
13:08
plumber Houston. Then from the homepage,
13:11
we're going to link to the secondary
13:14
categories. So we link to the category
13:17
secondary category 1, secondary category
13:19
2, secondary category 3. We also leave
13:22
room to link to a couple of critical
13:24
services. So these are like the absolute
13:28
most important services that you or your
13:30
client care about. So for a plumber,
13:33
this is going to be water heater
13:34
replacement and it's going to be main
13:36
drain line replacement. Right? Those two
13:38
services probably represent 80 to 90% of
13:42
most plumbers profits. Right? plumbers
13:44
don't actually want to deal with clogged
13:46
toilets or leaky faucets. They want to
13:48
deal with a water heater replacement or
13:50
main drain line. So, we're going to
13:51
bring these right up and link to it from
13:53
the homepage. So, the way that we do
13:55
this when we think about the GBP landing
13:57
page, we're going to have um H2s, which
14:01
is subheadings, and each subheading is
14:03
going to be the secondary category and
14:05
city name. So, it's going to be
14:06
something like Go ahead. No, I was going
14:08
to say so like in my like in my my
14:11
simple to think brain when you say
14:14
linking like are you saying like you
14:16
know how like you have the you have your
14:19
homepage and then you have the top where
14:21
it says like services it says you know
14:24
about about us uh locations yada yada is
14:27
that where am I looking at this like
14:29
category one would be one of those or
14:32
you're just talking about linking
14:35
>> like where do these categories go? Then
14:37
they go into
14:37
>> So these are not navbar links. These are
14:40
plain text links in the text of the
14:43
homepage. Got it. Right. Okay. Your
14:45
homepage has a subheading for this
14:48
subcategory. Um right, uh gas work for a
14:52
plumber. And then under that subheading,
14:55
uh you'll have 60 70 80 words that
14:58
briefly describes what you do, how you
15:01
do it for that category. In that
15:04
paragraph, you're going to have a link
15:07
to another URL, right? So each one of
15:09
these boxes is a URL, and the lines
15:12
connecting them are internal text links.
15:15
>> Got it?
15:15
>> So you'll have a link from your homepage
15:17
to category one. And on category one,
15:19
you're going to have 1500 words about
15:23
that category. And on this page, you're
15:26
also going to have a bunch of
15:27
subheadings for all of the services
15:29
relevant to this category.
15:31
>> Okay, give me an example.
15:33
So
15:35
let the So if you have a a plumber that
15:38
you're talking about natural gas work,
15:40
maybe one of your services is a new oven
15:42
installation, a new fireplace
15:44
installation, and uh front lantern
15:47
installation. Yeah.
15:49
>> So on your category page, you're going
15:51
to have a little subheading where like
15:54
oven installation and then you're going
15:56
to have 60 70 words about oven
15:58
installation with a link to a deep uh
16:02
long form page about oven installation.
16:04
Do the same thing, same thing. Repeat,
16:07
repeat, repeat, repeat. And this is why
16:09
we call it the core 30 because with your
16:11
20 to 25 services uh three four five
16:15
categories you end up with around 30
16:19
pages to to build this out. So when
16:21
you're done every category and every
16:24
service on your GBP is going to have a
16:27
URL that has the exact category or
16:31
service on the title tag on the H1. So
16:35
then when Google crawls your site, it
16:37
says, "Oh, this GBP has 20 services."
16:41
And when I when I crawl this website, I
16:45
can see 20 pages and there's a page that
16:49
exact matches every single one of the
16:51
services that are on the GBP.
16:53
>> And we're going to organize these
16:54
because when you're doing the services
16:56
and categories on the GBP, you organize
16:58
the services by which category they're
17:00
relevant to. So, you're going to
17:01
organize it on the website exactly the
17:03
same as it's organized on the GBP,
17:06
>> right?
17:07
>> Is that clear? I mean, I know that's
17:08
super confusing if if uh and sorry if
17:10
I'm not being very clear with it.
17:13
>> Well, I don't Yeah, it's definitely not
17:15
going to be 100% clear to everybody. Um
17:19
the only thing is because I think when
17:20
you when you when you look at it like
17:22
this
17:24
versus what it looks like on an actual
17:26
site, right?
17:31
What happened?
17:32
>> Oh, I stopped sharing.
17:34
>> Oh, okay. So, you want me to add you?
17:37
Okay.
17:39
So, I'm thinking about it like I'm
17:41
thinking this graph is how it would look
17:43
like on a site. So, homepage, main
17:45
categories, a brief description of each
17:46
one, linking out to a a URL that matches
17:51
that main category, and then sub
17:54
categories under the main category.
17:58
Okay, that makes sense. So, you have
18:01
homepage, main categories,
18:04
brief description. I'm gonna probably
18:05
repeat myself because I just want in
18:07
case nobody heard me. Brief description
18:09
of the main categories that are sitting
18:11
on the homepage linking out to that.
18:14
Now, do you do you do you now write
18:17
about that main category on that page
18:20
slashwater heater installation?
18:22
>> Yeah, exactly. So you have the little
18:24
paragraph where you have the link to the
18:25
deeper page and then on that page the
18:28
target keyword is going to be whatever
18:30
that category or service is with the
18:32
city name in it. Right? Water heater
18:35
Houston is going to be my target
18:36
keyword. So I'm going to write content
18:38
optimized for water heater Houston as if
18:41
I'm trying to rank organically for that
18:42
keyword even though I'm not trying to
18:45
rank organically for that keyword.
18:47
Right? One thing that a lot of people
18:49
get wrong when I talk to them about uh
18:52
local SEO, uh they'll ask about, oh
18:54
well, aren't I don't I have to worry
18:55
about keyword cannibalization or don't I
18:58
have to worry about duplicate content or
19:01
things like that? And the answer to all
19:03
of those questions is no, you don't have
19:04
to worry about any of that. Yeah.
19:05
>> Right. Because local SEO, we're not
19:07
trying to rank URLs. Everything that
19:09
we're doing, every URL that we create,
19:12
uh is done with the goal of ranking the
19:15
GBP higher. Yeah.
19:17
>> Right. So, I don't care about duplicate
19:20
content or cannibalization or anything
19:21
like that because everything is just
19:22
trying to rank the GBP.
19:24
>> Yeah. We're not trying to rank
19:25
organically essentially.
19:27
>> Exactly.
19:28
>> Right. Now, um and then on that main
19:31
category page
19:33
after the main description and what they
19:37
do and blah blah blah 1500 words, then
19:39
we below that we have the subcategories
19:41
of with that falls under the main
19:43
category. Correct.
19:45
>> Yeah. sub. So there's the primary
19:48
category, there's the secondary
19:50
categories, and then there's services.
19:52
Yes.
19:52
>> And then the services all on that one
19:53
page.
19:55
>> So uh no, so the homepage will have the
19:58
secondary categories and the secondary
20:01
category pages will have the services.
20:03
So you end up with three layers deep.
20:05
>> Three layers deep. Okay, I got it. Got
20:08
it. Okay. Now, um you have the Now when
20:13
you have the whole site built out like
20:14
this. Okay.
20:17
Categories, yada yada yada.
20:21
How does the how how does the website
20:24
now I just I am asking these kind of
20:26
questions because I know people going to
20:27
have these kind of questions. How does
20:28
the website translate into ranking a
20:31
Google Google business profile? It's two
20:33
separate entities,
20:35
>> right? So the um the rank algorithm for
20:38
Google maps which as of now mid 2025 has
20:44
not been impacted by AI. The Google map
20:47
ranking algorithm is pretty much the
20:48
same now as it was 10 years ago.
20:51
uh that ranking algorithm is based on
20:53
three core factors, right? Trust
20:57
uh trust, relevance, and proximity,
21:02
right? So, we obviously can't do
21:03
anything about proximity. That's why we
21:05
do rank maps when we're doing local SEO.
21:07
How far away are we? That gets worse and
21:09
worse. Uh the only thing we could do
21:11
about proximity is potentially hire an
21:14
unmarked van to move your target
21:15
customers closer to your office
21:17
location. Probably not ideal. So we
21:20
don't do anything about proximity. Uh
21:22
trust is Google code for links.
21:27
>> Right. Not internal links. These are
21:30
links from other external websites,
21:32
presumably ones that you don't control,
21:34
back to your website. So if if anyone
21:37
here is super bored, having trouble
21:39
sleeping tonight, uh feel free to go on
21:41
to Stanford's website. And on Stanford's
21:44
website, you can find the original PhD
21:47
dissertation by Larry Page where he lays
21:50
out the foundation of Google's
21:52
algorithm. It's still there. It's public
21:54
information. Google's algorithm is still
21:56
highly similar to what he laid out.
21:59
Obviously, it's more complicated now,
22:01
but it uses the same philosophy. And
22:04
Google is a trillion dollar company
22:06
because uh Sergey Brin and Larry Page
22:09
had the brilliant uh realization to
22:12
treat the internet like academic papers.
22:14
Right? So when you write an academic
22:16
paper, the more other papers site your
22:19
paper, the more important your paper is.
22:22
>> So internet because of Google works the
22:25
same way. The more websites, especially
22:27
trusted websites that link back to your
22:30
website, the more Google will trust your
22:32
website. Okay, that was the the
22:34
brilliant realization that made them,
22:37
you know, billionaires, made Google a
22:39
trillion dollar company. So, trust with
22:41
Google basically means links. Now,
22:43
>> yeah,
22:44
>> we're talking about local SEO. Uh, the
22:47
good news is for local SEO, right,
22:49
you're not competing with like Amazon.
22:52
You're not competing like you did with
22:54
JP Morgan Chase, right? You're competing
22:56
Joe the plumber. Okay. Now, in Houston,
23:00
Joe the plumber is probably paying 10
23:02
grand a month or more to rank in the top
23:04
three, but most places aren't like
23:07
Houston. And honestly, if you're ranked
23:09
in the top three for plumber Houston,
23:10
you have a seven figure business. So, if
23:12
you're paying 10 grand a month for that,
23:14
that's well worth it. Well worth the
23:16
ROI.
23:17
>> Uh anyway, okay.
23:18
>> So, when we talk about local SEO, there
23:20
are two kinds of links that we talk
23:22
about. Okay, we're going to keep this
23:23
super simple. Uh the first kind of link
23:26
is a low to medium quality link. Nothing
23:29
crazy, nothing expensive. Uh generally
23:32
uh we use at my agency a PBN. Uh stands
23:36
for private blog network. It's just a
23:38
low to medium quality link. Uh those go
23:41
to every URL we create. So we talked
23:43
about the core 30. That's 30 pages.
23:46
You're going to need 30 PBN links. PBN
23:48
links aren't super expensive.
23:50
>> Yeah. So now like that brings me back to
23:52
the mortgage client because that is what
23:54
I ended up doing was having
23:56
paying Jason actually that's how I met
23:59
Jason
24:00
>> to build me out a PBN network. So then I
24:04
that's how desperate I was. I was like I
24:06
don't think I knew where else to get
24:08
links from and I don't think anybody
24:09
else that I knew knew. And so I was like
24:12
you know what I'm just going to build my
24:13
own network. And what a weird
24:15
what a weird way of doing things. It's
24:18
very weird. Uh, and we had a similar
24:21
realization. We built our own PBN. Uh,
24:23
it is funny you said PBN network. That's
24:25
like saying ATM machine. I just have to
24:27
pause and give you a hard time about
24:28
that.
24:29
>> U, but anyway,
24:30
>> so these are not high quality links,
24:32
right? They don't need to be. Uh, the
24:34
reason we need them is because content
24:37
is
24:39
free for lack of a better word, right?
24:41
ChatGpt made content free. There are so
24:43
many tools right now where you can link
24:45
open a open open AI's API with WordPress
24:49
and publish 10,000 articles at a click
24:51
of a button. So Google doesn't really
24:53
value just raw content anymore. Not like
24:56
they did before chat GPT. So these PBN
24:59
links, low to medium quality links, we
25:02
send them to every single of the 30
25:04
pages, the core 30, just as a signal to
25:07
Google that they're not AI slop. That's
25:11
it. These are the these are the hey
25:13
Google this isn't slop type of a link.
25:15
Uh someone asked won't PBN links get you
25:17
de-indexed. I haven't had that happen.
25:20
Uh as long as you're using a highquality
25:22
PBN. Usually if you're not using a high
25:25
quality PBN, uh what happens is Google
25:27
will figure out that you're using PBN
25:29
links and de-index the PBN, but it will
25:32
leave your site alone. Uh this makes a
25:35
lot of sense. PBN links are fairly
25:37
inexpensive. If using lowquality PBN
25:40
links, which are even cheaper, if those
25:42
can get a website de-indexed, no one
25:44
would ever do SEO. They would just buy a
25:46
bunch of crappy PBN links to all of
25:48
their competitors and then they're
25:49
number one because all their competitors
25:51
got de-indexed. So, it's generally
25:53
pretty hard to get de-indexed just with
25:55
crappy links because Yeah, SEO is harder
25:58
than getting crappy links. That's a lot
26:00
easier. Yeah.
26:01
>> So, when people say that PBN links uh if
26:04
they get found out, you get penalized.
26:06
What often is going on is the PBN links
26:09
get bound out. Uh the PBN gets
26:11
de-indexed and then suddenly the website
26:14
that was getting all that link power is
26:16
getting nothing. So it loses rankings
26:18
but it basically goes to where it would
26:20
have been if you didn't have any PBNs,
26:22
>> right? Am I making sense with that? So
26:24
the PBNs don't actually hurt you. They
26:26
just stop helping you which hurts you.
26:29
>> Yeah. Yeah. If you're taking three steps
26:30
forward, you might be taking two steps
26:32
back.
26:34
But we're not using any of these PBN
26:36
links to actually rank anything, right?
26:38
That's not our goal. That's not why
26:39
we're doing them. These are just a
26:41
signal to Google, not AI, right? We
26:43
Google's AI, uh, chat GPT, none of the
26:46
AI things care even a little bit about
26:48
links. So, all this talk about PBN links
26:51
is just for Google's base algorithm,
26:53
just for local rankings, right?
26:55
Hopefully, no one here is trying to do
26:56
non-local rankings. If you are, good
26:59
luck. Uh, so we're talking about local
27:01
rankings. Okay. Okay, so that's one type
27:03
of link. That's the this is not AI slop
27:06
Google link. The second type of link
27:08
which is much more important. This is
27:09
the link that will actually build trust.
27:11
Okay, and this is the link these trust
27:15
building links uh you guys have probably
27:17
heard of them if you're in the local SEO
27:19
space. The number one that we almost
27:21
always recognize is join the local
27:23
chamber of commerce. A massive signal of
27:25
trust. Beyond that, it's going to be
27:28
things like sponsoring local sports
27:29
leagues, uh sponsoring local charities,
27:32
sponsoring local charitable events, u
27:35
anything along those lines is, uh going
27:38
to often come with a link. Make sure it
27:39
comes with a link before you do the
27:41
sponsorships. Um but a lot of that is
27:43
going to come with a link. And those are
27:46
incredibly powerful links. Uh we have
27:48
clients where they're in fairly
27:50
competitive spaces and we spent like
27:53
$500 sponsoring local events and they're
27:56
ranked in the top three within two or
27:59
three weeks.
28:00
Okay, these are incredibly incredibly
28:03
powerful links and I used to have so we
28:07
used to use the that type of link even
28:09
before AI came out and I used to have an
28:12
employee whose almost full-time job hey
28:16
we just got a client in Fort Wayne
28:18
Indiana find me local charities and
28:20
local sports leagues who are looking for
28:23
sponsorships who will give me a link and
28:25
you know she would just go on the
28:27
internet and try to find it. Well, chat
28:30
GPT can do that for us now. Um, which is
28:33
pretty cool. Can I should I can I show a
28:36
prompt that we use for that?
28:37
>> Is that too much?
28:39
>> No.
28:41
>> No, it's not too much.
28:42
>> No,
28:43
>> just let me know when you share it
28:45
>> so I can click it.
28:48
>> Perfect. Okay. So, I
28:51
click click click. So, obviously this is
28:53
in the school group. Uh, so, uh, it's
28:56
sharing now.
28:59
Hold on a second. I'm trying to remove
29:01
myself. Wait a minute. There we go.
29:05
Perfect. Okay. So, uh if you don't want
29:08
to join the group, that's fine. Uh you
29:10
can I don't know. Freeze frame AI can
29:12
probably grab this text. Use the prompt.
29:13
Uh it's a good prompt. We use it all the
29:15
time. Um uh let me go down scroll down
29:18
so you can see the whole prompt. It's
29:19
quite long. Uh so uh I say to use it
29:22
with uh claude deep research which if
29:24
you're using claude then if you take
29:27
this button it will uh do deep research.
29:29
Um I can show you what it what what the
29:31
output looks like here. So we can copy
29:33
the whole thing paste it here and then
29:35
we're going to change to Fort Wayne.
29:39
>> Actually you know what make it mine. Do
29:41
do Wayne.
29:43
>> Wayne New Jersey.
29:46
>> And in what business?
29:47
>> Electrician.
29:49
electrician. So, this will take a few
29:51
moments to run. I'm going to turn it to
29:52
opus. Um, opus sonnet is the one that we
29:55
use for writing content. Opus is a
29:57
little bit better for bigger tasks like
29:58
this. So, we'll hit run. That'll go in
30:00
the background. Um, I'll share again
30:03
when when
30:04
>> Now, I know I know you're a a Claude
30:06
lover. Now, what about with the release
30:08
of chat GPT5? Like, I know you probably
30:11
just like I'm not changing. I'm just
30:12
sticking with what I know.
30:13
>> No, no, we tried it. We tried chat GPT5.
30:16
And look, it's better than what chat
30:18
GPT4 and a half did, but the content
30:20
that comes out of claude, I still think
30:22
is better than chat GPT5. Uh, that being
30:25
said, we still use chatgp, if I could
30:28
speak, chat GPT5 for a variety of other
30:32
topics. Uh, but for just straight up
30:35
content writing, Claude is our go-to.
30:37
And the reason I'm running this in
30:39
Claude and not ChatgPT, uh, I will say
30:42
that if you run this prompt in chat GPT
30:44
with the deep research, you're going to
30:46
get more options. It's going to be more
30:48
thorough, but it's going to take like 15
30:50
or 20 minutes to run. Claude will run
30:53
this in probably 5 minutes. So, it's
30:55
still going to take a minute. Um, but
30:58
this is incredibly powerful. Uh, I I
31:00
love this. It saves so much time of our
31:03
team. Uh we can just basically run this,
31:06
join a couple of sponsorship events uh
31:08
because the prompt is going to make sure
31:10
I mean double check, right? AI tends to
31:12
lie all the time. Uh so double check,
31:14
but theoretically the prompt is only
31:16
going to give you opportunities that
31:18
will give you a link in exchange for a
31:21
sponsorship. So yeah, I think I
31:23
mentioned James to you at one point. We
31:24
had a personal injury attorney out of
31:26
New Orleans and they were like sixth,
31:29
seventh average rank position and he
31:31
wasn't a New Orleans chamber member. So,
31:33
he joined the New Orleans Chamber. Uh we
31:36
sponsored uh his daughter actually
31:38
played softball, so he sponsored her
31:40
9-year-old softball team. Uh got his uh
31:44
firm name on the softball t-shirts. Uh
31:47
and then uh he sponsored the Bayou Bash
31:50
>> which is event in New Orleans. And uh he
31:53
went from like five or six average rank
31:55
to two.
31:56
>> Yeah. I mean, and that's such an easy
31:58
thing to do. You should be doing it
31:59
anyway. You know what I mean?
32:00
>> If you're if you're a if if you're a
32:02
local if you want to drum up business
32:04
locally, like that's like the easiest
32:06
thing to do. Like even like Wayne Pal
32:09
um you know, they have a bunch of
32:11
leagues. I always sponsor it. Um a buddy
32:14
of mine that has a sporting goods store
32:16
sponsors it and yeah, you get automatic
32:19
links. I I never even got a link because
32:22
I never sent links to my website. But
32:25
>> should I stop sharing right now? I think
32:27
the stream is just showing Claude Clank
32:29
turning around in the background.
32:31
>> Okay, hold on.
32:36
I'm still trying to figure out how to
32:37
use this damn thing. Why is it not
32:39
showing
32:41
like
32:41
>> is it just sharing a black screen right
32:43
now?
32:43
>> No, no, it's sharing both. It's showing
32:45
sharing both of us. Oh, there we go.
32:49
>> So, that's running. So, so you use that
32:51
instead of having somebody you just get
32:53
a list and then have then your employee
32:55
just reaches out.
32:57
>> Yeah. And some of the lists like
32:58
literally, you know, you you you go to
33:00
it and it's like a PayPal button and you
33:02
just click the button, you give them
33:04
money and then the link shows up like
33:06
>> so easy. Yeah.
33:08
>> Um Yeah, it's great. So, so those are
33:11
the two types of links. So, okay, back
33:13
to what I was talking about. I mentioned
33:14
proximity. we can't do anything about
33:16
trust. This is basically how we build
33:18
trust um by sponsoring these local
33:21
events and everything. Uh the other
33:22
link, the PBN links, that's just, you
33:24
know, hey Google, this isn't slop. The
33:26
great thing about these local event
33:28
sponsorships, remember I said that AIS
33:30
don't care at all about links. They they
33:32
work based on something that we call
33:34
mentions, right? So, they're looking for
33:37
brand mentions. And the more trusted the
33:40
more and the more trusted the brand
33:42
mentions, the more likely they are to
33:44
recommend you. Um, so this type of
33:46
mention is also very good to get chat
33:49
GPT to to to recommend you. Um, there's
33:52
also like we call them like super
33:54
citations because the problem in the SEO
33:56
world if you say citations, everyone
33:58
thinks of those like 2019 style
34:01
citations where you'd hire VAS to type
34:04
your business name in little boxes until
34:06
their fingers bled. Those don't do
34:08
anything. Google doesn't care about
34:10
those. ChatGpt doesn't care about those.
34:12
Nobody cares about those. Please don't
34:14
do those. If you're doing those, you're
34:15
wasting your money. Um, but super
34:17
citations like Bing for Business, Apple
34:20
Maps, uh, Yelp, Forsquare, Instagram,
34:23
uh, those types of things are also very
34:25
valuable to chat GPT, especially
34:28
especially Bing for Business. Okay, if
34:31
you're trying to get ChatGpt to
34:33
recommend your business, you need to
34:34
have a Bing for business profile.
34:37
Microsoft is a huge funer of Open AI and
34:40
ChatGpt works on Bing's index, not on
34:44
Google's.
34:45
>> Got it. which then segus you eventually
34:47
into ranking and and recombt
34:51
recommend you and all that stuff.
34:53
>> Yeah, exactly. So those are the two
34:55
things. The third one is relevance. Um
34:57
so when we talk about relevance, we
34:59
break it into two subcategories. We have
35:01
topical relevance and we have
35:02
geographical relevance. Now for 99% of
35:06
businesses, you're going to build the
35:08
topical relevance you need by with the
35:09
core 30 that we've already talked about.
35:12
um that's going to be sufficient topical
35:14
relevance unless you're trying to rank
35:16
in like New York City or Houston or
35:18
something like that. 99% of businesses
35:20
that's all you need for topical
35:22
relevance. Um then we talk about the
35:24
geographical relevance and to get the
35:27
geographical relevance we basically have
35:29
to build well geographical content and I
35:32
can show an example of that but our
35:36
prompt finished. Should I share and and
35:39
show you what it came up with? Yep.
35:42
>> Here we go. Wayne, New Jersey
35:44
electrician.
35:46
All right. So, it's saying there are
35:48
exceptional opportunities, James, for
35:51
for your town.
35:53
>> Um, so of course it's recommending the
35:55
Wayne Chamber of Commerce. Excellent.
35:57
Uh, and hey, the Wayne Day, the town's
36:01
premier annual event, that's accepting
36:03
sponsorships. Have you do you know what
36:04
that event is? Wayne Day.
36:06
>> Yes.
36:06
>> All right. So, you can sponsor that. Uh
36:09
you can also uh do something through the
36:11
local universities, the government and
36:13
here we go uh minimal investment uh join
36:17
the chamber of commerce uh tap into
36:19
Wayne local media opportunity with
36:21
publisher actively seeking local
36:23
business content and explicitly
36:24
providing backlinks in the articles then
36:26
we have a link so that you can reach out
36:28
to this person uh talk to them about
36:30
that uh we can keep coming down uh
36:33
here's a link to that university uh JC
36:36
promotions uh provides confirmed
36:39
backlinks to the local sponsorship. 750
36:42
bucks per event. And then we got some
36:43
links there. So we can give them $750
36:45
and get that event. Then we have So
36:47
anyway, this just keeps going and going
36:49
going.
36:50
Um yeah, so this is what this prompt
36:54
outputs. It's just basically, look at
36:55
this. Wayne Public Library community
36:58
programs and business resource directory
36:59
listings. Yep.
37:00
>> Right. That's free, right? Right. You
37:03
can go to the Wayne public library,
37:04
create your business directory, and I
37:06
mean the Wayne public library is uh
37:10
probably a fairly high trust domain
37:13
because it's a public library. So, it's
37:15
probably on a.gov domain or something
37:16
like that. So, yeah. Um this is why we
37:19
love this prompt.
37:20
>> That's great. That's awesome. It's
37:21
giving me a bunch of ideas.
37:22
>> Oh, someone had a good question. Should
37:24
the Chamber of Commerce and sponsorship
37:25
links go to the client's business
37:27
homepage? So the way that I would phrase
37:29
it, those should go to the GBP landing
37:32
page, uh, which usually is your
37:34
homepage, but if you have a
37:35
multilocation business, then you might
37:37
be joining multiple chambers of
37:39
commerce. Each one should go to the
37:41
relevant landing page for that business.
37:44
Now, local chamber of commerce is can be
37:48
stretched. the New Orleans personal
37:50
injury attorney. We joined every chamber
37:53
of commerce within
37:56
70
37:58
miles. Hold on. You you're you're
38:00
breaking up. Hold on one second. You're
38:02
breaking up.
38:08
Give it a second to catch up to you.
38:10
>> Okay.
38:11
>> I think you're good. Yeah. You So, I was
38:13
going to actually ask you about that.
38:15
You broke up with a lot of things you
38:17
said up until you said my personal
38:19
injury attorney. You joined X number of
38:24
uh Chamber of Commerce is how many?
38:28
>> Yeah. Uh 13 or 14.
38:30
>> Yeah. So all within how many miles?
38:33
>> 70.
38:34
>> Yeah. So I was going to ask you like if
38:36
I'm if I'm an electrician in Wayne, but
38:39
I also serve like 15 towns around me.
38:44
Does it matter where it comes from?
38:47
>> So, I'm not going to say that you're
38:50
likely to more likely to rank in the
38:52
town that you that the chamber is that
38:54
you got the link from. Right. So, for
38:55
example, one of the chambers that we got
38:57
the link from is like in Mobile,
38:59
Alabama, right?
39:01
>> He doesn't rank in Mobile, Alabama,
39:03
>> and he's not going to. It's very, very
39:05
hard to rank in a city different than
39:08
the city your GBP is in. So, it's really
39:11
just to get the authority link from a
39:14
reasonably relevant local chamber.
39:17
>> Got it. Somebody asked um the the three
39:19
cores, trust, proximity, and relevance.
39:24
>> Uh with trust being links, uh relevance
39:27
being the content you're producing, and
39:29
then proximity is how far away the
39:30
searcher is. Yeah.
39:31
>> Yeah. And then, um the marketing show,
39:34
actually, I think that's James Hurst. I
39:35
think that's James. What's up, James? Uh
39:37
how much total would you spend on all
39:39
these links?
39:40
>> Good qu. So it depends on the client's
39:42
budget, right? So PI attorney in New
39:43
Orleans, right? New Orleans is a fairly
39:46
large city. Uh not huge, but it's like
39:48
6700,000 something like that. And
39:51
typically PI attorney is one of the most
39:54
uh competitive spaces for local SEO. So,
39:57
if you have an attorney in a city as
40:00
large as New Orleans, uh, for PI, trying
40:02
to rank for personal injury attorney in
40:03
New Orleans, they should at least be
40:05
paying you5 to $7,000 a month to make
40:08
that happen. So, if I'm going to join a
40:10
dozen chambers of commerce, each one is
40:12
like two or three hundred bucks. That's
40:14
$3,000. That's half of what he's paying
40:17
me for one month.
40:20
Yeah. It's a no-brainer. Now, obviously,
40:22
if I if I'm trying to rank for plumber
40:24
eclectic in Eclectic, Alabama, I don't
40:27
need to join 12 chambers of commerce to
40:30
rank in Eclectic Alabama.
40:33
>> I don't need to do anything except
40:34
create a GBP and to rank in Eclectic
40:36
Alabama. That I think 8,000 people live
40:38
there
40:39
>> with you got to have the core 30 though.
40:42
>> Not if you're ranking, right? If you're
40:43
ranking, you're done. But yeah,
40:46
nobody's on that would be like, "Hey,
40:48
watch me rank for snow removal Miami.
40:51
See how easy local SEO is?"
40:54
>> That's funny.
40:57
>> Yeah, that's funny. So, you got core 30
40:59
starts with the site. You got the the
41:02
core three, which is relevance,
41:06
proximity, and uh trust.
41:09
What else you got going on? What about
41:11
name, address, and phone number?
41:13
So, that's where we talked briefly. I
41:15
mentioned citations. Um, and that's
41:18
where we're going to want to get those
41:20
like very high quality citations. Uh,
41:24
uh, let me pull up the list real quick
41:26
here.
41:26
>> So, you're not using um, Bright Local to
41:29
get citations.
41:32
>> No, Bright Local is pretty expensive.
41:34
Um, and Yex is more reasonably priced,
41:38
but the problem with Yex is they delete
41:41
your listings or they delete your
41:44
citations if you cancel.
41:46
>> Uh, because you pay monthly for it.
41:47
Yeah.
41:48
>> Yeah. Which is kind of crappy. Um,
41:52
so you could get them all manually. All
41:54
of these platforms, you can go and get
41:55
them manually. Um, but they all almost
41:58
all of them require some form of
42:00
verification. So they're kind of a pain
42:02
to get manually. Um, so the tool that we
42:05
use to get them. Can I show the tool? Is
42:06
that too much?
42:08
>> No, go ahead and show it.
42:10
>> All right, I'll show the tool. Um,
42:13
I'm trying to figure out if I can,
42:21
and I will say while he's pulling that
42:22
up, like, you know, obviously,
42:26
you know, there's training that goes
42:28
along with with this. I'll drop the link
42:29
at the end. Caleb has a whole school
42:31
training that literally step by step
42:33
walks you all the way through this. I
42:35
mean, it's a it's literally a
42:36
no-brainer. Um, and one of the reasons
42:38
why I wanted to do this because on my
42:40
own channel, I get a lot of people, you
42:42
know, asking me about SEO and stuff like
42:43
that, and I wanted to have a resource
42:45
for them instead of, you know, you know,
42:48
what they say in the in business general
42:51
is like the person who chases two
42:52
rabbits catches none. And so, I'm really
42:55
good in some things and SEO is not one
42:57
of them. So, I just pull everything off
42:59
to Caleb for that, whether it even be
43:02
clients or um
43:04
>> people that want to learn it.
43:09
>> And yeah, uh I I ask you stuff all the
43:12
time. There's like I have a lot of
43:13
clients who will ask like, "Hey, do you
43:15
do Facebook ads?" And the answer will
43:18
be, "No, we don't do Facebook ads." Uh
43:21
but I know someone who does. Um, okay.
43:24
So, this is the tool. Uh, tool's called
43:27
Lead Snap. Um, and basically, uh, it has
43:32
API connections to 51 different listings
43:34
and it's Apple Maps, Bing, Google
43:36
Assistant, Siri, Alexa, blah blah blah,
43:38
like all highquality citations and uh,
43:41
you turn it on with one click and then
43:44
it syncs to all of these different
43:46
places and like so like with Bing,
43:48
right? To normally get a Bing, you need
43:50
to go through verification, you need to
43:52
get a postcard. Same thing with Apple
43:54
Maps verifications and all of that jazz.
43:56
Uh, this just links it up and it creates
43:58
an exact copy of your GBP. It takes like
44:01
four minutes. Um, so this is basically
44:04
what does all of our citations. It's $20
44:07
a month.
44:08
>> Um, I know the owner I know you know the
44:11
owner too. Hopefully he won't be too
44:13
annoyed if I say it's $20 a month, but
44:16
if um if you cancel it, the tool does
44:18
not delete the citations. It doesn't
44:20
delete it like some other tools do. So
44:23
take with that what you mean or take
44:24
with that what you will.
44:26
>> Yeah. Yeah. Least Knob I remember he
44:28
when he created that he spent like years
44:30
building that thing.
44:32
>> Oh he's he's into this tool for Yeah.
44:34
Yeah. He spent years. It does a lot of
44:36
other stuff too and we use it for a lot
44:37
of other stuff but the citation
44:40
functionality is what got me really
44:42
pumped about it because not only does
44:43
that help you rank on Google, it also
44:45
helps you get recommended by chat GPT
44:47
and by Google's AI overview.
44:51
>> Yeah. And so, do you want to segue into
44:53
into kind of that and give a couple
44:54
tidbits on that before we go too long
44:56
and people need to rewatch the replay?
45:00
>> Sure. So, we are there any good
45:02
questions? Let's see. Six toad feet.
45:04
That's a fun name. Do you pay for the
45:06
Chamber of Commerce membership out of
45:07
the monthly fee or do you ask the client
45:09
to pay? Generally, I pay for it out of
45:10
the monthly fee. Right. Uh if we're
45:12
doing SEO for a client, it's um so there
45:15
there's this funny thing that people
45:17
hate being nickeled and dyed, right? Um,
45:20
so you've been in New York City, James.
45:23
Yep. You've taken a
45:24
>> I was just there yesterday at a go high
45:26
level event.
45:27
>> You've taken a New York City taxi cab.
45:29
Not an Uber, but like the old school
45:31
taxi cab.
45:31
>> Yeah, I have. Yeah.
45:33
>> So, if you were to design the worst
45:36
possible pricing system for human
45:40
psychologically, it would be the pricing
45:42
system for New York City taxi cabs.
45:44
>> Yeah. Time and uh mileage. like it
45:47
>> and it just sits there and goes up 10
45:49
cents, 10 cents, 10
45:51
>> and it's infuriating to sit there and
45:53
watch it tick up slowly over time.
45:55
People hate that. So, we don't nickel
45:57
and dime our SEO clients. Uh we say,
46:00
"Hey, here's the price for a fully
46:02
managed campaign and then we take care
46:03
of everything." Uh chamber memberships,
46:07
uh they're usually based on the business
46:09
size. Uh, and you know, if you're the
46:12
one joining, I don't know, maybe you can
46:14
use your business, but then put their
46:15
business name and their link in there if
46:17
they happen to have a giant business,
46:19
you know, whatever. You can figure that
46:20
out. But most of the time, the chamber
46:22
memberships are a few hundred bucks a
46:24
year. Uh, so I just pay for that out of
46:26
their monthly.
46:28
Um, okay. Geographical relevance pages.
46:31
So, that's a good question. Should we
46:32
talk about geographical relevance or do
46:34
you want to talk about
46:34
>> chat? Let's do Let's do that. That's
46:36
like what service pages and stuff. No,
46:39
the service pages are for topical
46:40
relevance.
46:43
So, let me pull up
46:45
a rank map and I will share my screen.
46:50
>> Go ahead.
46:52
[Music]
46:52
[Laughter]
46:54
>> I'll just wait so I can click it.
46:56
>> All right, we're good.
46:58
>> So, this is not a client of mine. This
46:59
is just some random plumber in Fort
47:01
Wayne, Indiana.
47:03
U if if you guys ever watch my YouTube
47:05
channels, I talk about Fort Wayne,
47:06
Indiana a lot. Uh, I've never actually
47:09
been there. I don't know anyone who
47:10
lives there, but Fort Wayne, Indiana
47:12
just seems like a perfectly generic
47:14
Midwestern town. Uh, if you're from
47:17
there and that's really insulting to
47:18
you, then I apologize. Okay, that's why
47:21
Fort Wayne, Indiana. So, this is the
47:23
heat map for Stanton Plumbing, uh, the
47:25
local rink map. Uh, so the way this
47:27
works, obviously, if you were standing
47:29
right here and you searched for the
47:31
target keyword, which is plumber Fort
47:32
Wayne, if you're standing right here,
47:35
Stanton Plumbing would be in the number
47:36
two position. And then each one of these
47:38
dots is one mile away. So one mile away
47:42
from Stanton Plumbing's address, they're
47:44
in the fifth position. If you're not in
47:46
the top three, you're basically
47:47
invisible. Uh so this rank map is pretty
47:50
bad, right? So if I looked at rank map
47:53
rank map like this, then I know we don't
47:55
need to talk about geographical
47:57
relevance because they don't have enough
47:58
topical relevance yet. Okay? You need to
48:01
have a decent amount of topical
48:02
relevance before geographical relevance
48:04
starts to become important. So, what I
48:06
just did, uh, when you run the heat,
48:10
when you run this local rank map with
48:11
lead snap, you can actually pull up all
48:14
of the competitors and you can pull up
48:15
every single one of the rank maps that
48:17
you want to. So, it's pretty cool. Uh,
48:19
and what's also great is it's going to
48:21
sort average rank, but what I like is
48:23
sorting by the top 3%. So, this is the
48:25
percent of the rank map that this
48:27
business is in the top three. Okay? And
48:29
that's great because again, right, top
48:31
three means that you can be seen. So a
48:34
rank map that looks like this, you know,
48:36
20 to 30 to 40% in the top three. Uh
48:40
this is a rank map that shows it's time
48:42
to start thinking about geographical
48:44
relevance instead of topical relevance.
48:46
Okay. So the way we do
48:48
>> hold on. So in my again in my simple
48:51
brain like I feel like this rotor router
48:54
which is a huge company but Rotorooer
48:56
plumbing would be located closer to
48:59
Hunter Hunter Town rather than Arlington
49:03
Park. I would agree that yeah uh Fort
49:06
Wayne I think is in the middle of this
49:08
map.
49:09
>> Uh but yeah they're clearly going to be
49:11
located up here. Uh because remember I
49:13
ran it centered on Stanton Plumbing not
49:15
Rotorooer. Yep.
49:17
>> Yep. So, I'm just using this as an
49:19
example for how how to think about
49:21
geographical relevance.
49:22
>> Got it.
49:23
>> Okay. So, the way that we we do
49:25
geographical relevance is we're going to
49:27
focus on fours and fives, right? If we
49:30
took like this 10 and did a whole bunch
49:33
of work to turn this 10 into a four, we
49:36
might feel really good about ourselves,
49:38
but the plumber is not going to get any
49:40
more calls, right? Four is invisible.
49:42
Moving from 20 to four doesn't mean
49:45
anything. If you don't move into the top
49:46
three, you're wasting your time. Y So,
49:48
I'm gonna move from four to three or
49:50
from five to three. That's what I'm
49:51
focused on. So, I'm gonna look at these
49:52
fours, fives, uh, and I'm gonna focus on
49:55
that. And what we're going to do, I'm
49:57
going to zoom in, and you can see, uh,
50:00
this is a good example. So, this number
50:02
five is right next to a neighborhood
50:04
that Google is calling conquered hills.
50:07
So, that's great. And it's also very
50:09
close to Sunny Brook Acres. So, I might
50:11
do both of those. So what I would do is
50:13
I would write an article uh for this
50:15
website. Target keyword is plumber Fort
50:18
Wayne. So I'll write an article uh and
50:20
the target keyword for that article is
50:22
going to be plumber conquered hills Fort
50:24
Wayne. And then I'll write another
50:26
article about plumber sunnybrook acres
50:29
Fort Wayne.
50:30
>> And those articles are going to talk
50:33
about how the plumber does jobs in that
50:34
area, how they do projects in that area.
50:36
Maybe show some before and after photos.
50:39
they can be AI generated of what
50:41
projects look like in that area. Then
50:43
we're going to provide driving
50:44
directions from Sunny Brook acres back
50:47
to the GBP address and in the other one
50:49
we'll provide it from Conquer Hills back
50:51
to the GBP address. We'll write another
50:53
one on Brooks Brookside Estates. We'll
50:55
write it on Elorado Hills. All these
50:57
different neighborhoods are going to
50:58
write geographical content to target
51:00
that neighborhood that Google is
51:02
recognizing because this is Google Maps
51:04
uh for the keyword plumber Fort Wayne.
51:06
Am I making sense? Is that
51:09
>> Yeah. I mean, I can't imagine how many
51:11
articles you're going to need to have to
51:12
hit every town.
51:14
>> So, one of our big clients is a LASIC
51:16
eye surgeon in the city of Chicago. And
51:20
um
51:22
let me see if I can pull up a rank map
51:24
that doesn't have the business name on
51:26
it.
51:27
>> Or you could maybe or take a screenshot
51:29
of it.
51:35
>> I mean, let me Right. So, what we did,
51:43
I'm just going to delete a bunch of
51:44
stuff here real quick. How do I get rid
51:45
of this stupid? Here we go. Ah,
51:48
excellent. Okay, so let me share
51:51
the before and after.
51:56
Oh, I caught it. The business name is in
52:00
the uh file. So, I'm going to do a quick
52:02
save as.
52:06
Yeah, you people on on YouTube, you go
52:08
and mess with businesses. So, I just I
52:10
can't I can't let you do that.
52:12
>> Do they with client? Oh, all the time.
52:15
It's rid Okay, here we go. Now, I'm
52:16
going to share screen window example.
52:19
There you go. Okay. Um, so this is uh
52:22
Lasic Guy Sergey Chicago. This is when
52:24
they hired us. Um, and this is where
52:26
they are now. And it doesn't So, one
52:29
thing to keep in mind, this rank map is
52:31
actually much much larger, right? So
52:33
Montro's beach is up here and Montro's
52:35
beach is up here. So we actually made
52:37
the rank map larger because they were
52:39
ranking so well. So what we did uh when
52:43
they hired us were great.
52:46
All the topical relevance in the world,
52:48
they're just missing geographical
52:50
relevance. So we started producing just
52:52
crazy of content for all of these
52:55
different neighborhoods around Chicago.
52:56
Okay, this took us about six months. Do
52:59
you know how many pieces of content
53:01
based on each one of these little dots
53:02
we produced in that amount of time?
53:04
>> How many?
53:05
>> There's 170 pieces of content.
53:08
>> I was going to say 200.
53:10
>> Okay. Yeah. 170 pieces of content
53:12
focused on these little neighborhoods
53:14
around Chicago to turn these individual
53:16
little dots uh green. And it worked.
53:20
>> So my question to you is this. You're
53:22
using AI to generate the content.
53:25
>> Yeah. So let me show you.
53:29
of course. Uh so this is the school
53:31
group again I'm sharing again and let me
53:33
go uh this is the the pro group where
53:36
everything is like uh step by step over
53:38
the shoulder. Um so it's under AI
53:42
content prioritization. Perfect. So what
53:45
we would do uh like I can hit share and
53:47
I can uh download this CSV which will
53:50
give me all the data and then
53:54
this is right uh I can come into here
53:58
and run this prompt
54:01
uh you know give it the target keyword
54:04
scan and this is the data that's in the
54:05
CSV and what this prompt will do is it's
54:08
going to analyze the data and it's
54:10
amazing right because AI with the
54:12
latitude and longitude it knows the
54:13
neighborhood names.
54:14
>> So, it's going to analyze the data,
54:16
basically give you a prioritized list of
54:19
content based on where it sees fours and
54:21
fives, neighborhood names, and the
54:24
demographics of those neighborhoods.
54:27
Uh, so you run this prompt with the CSV
54:29
of the rank data, and then bam, you know
54:31
exactly what your content plans are for
54:33
the next few months. Uh, and then every
54:36
month this heat map reruns and you grab
54:40
the data, feed it to AI and create that
54:43
content for that month.
54:44
>> And now are you are you creating like
54:49
>> So there was 170 towns right around
54:54
>> neighborhoods.
54:54
>> Neighborhoods. Okay. 170 neighborhoods.
54:57
And why not just create all 170 at once?
55:01
>> Cost.
55:03
>> Cost. No. What's costing you money?
55:06
So we so so we have AI write the
55:09
content, but we have humans edit it,
55:11
right? We're never going to have AI
55:13
output content and then just post it. So
55:15
we always have humans edit the content.
55:16
Uh we always check the content with uh
55:19
this tool, zero GPT, uh just to make
55:21
sure it's not scoring like 99%
55:24
uh AI written. Those tools are all crap
55:26
and they don't work, but we still check
55:28
it anyway. Uh then we have a developer
55:32
who creates the page, puts it on there.
55:34
The pages they can't be walls of text,
55:36
right? Google won't index. They Google
55:38
won't pay attention to walls of text. So
55:40
we need images, we need the alt text, we
55:42
need the file names, we need callouts.
55:44
So there's some development time to do
55:45
all that. Um then we have to add
55:47
internal links back to that content. So
55:49
we need to go into other pages.
55:58
You froze again, by the way. I don't
55:59
know if you could hear me.
56:07
>> I think I lost you.
56:10
>> We add a PBN link.
56:12
>> Oh. Oh, boy. What's wrong with my
56:13
internet connection? Can you hear me at
56:14
all?
56:15
>> Yeah, I we missed about 30 seconds, 25
56:18
seconds.
56:19
>> Well, I was just describing why we can't
56:21
just do all of them in month one.
56:22
There's just It's not like cranking out
56:25
a bunch of crappy content and posting
56:27
it. There's a a bit more involved, but
56:29
it's not overwhelming. Right
56:31
>> now, where are those link? Like where
56:33
are those pages? Are they are they like
56:35
listed somewhere like or
56:38
>> Yeah. So on the navbar, we'll have a
56:40
little box that says like locations and
56:43
then you click on that and it's going to
56:45
describe uh the main city and then it's
56:48
going to say like we've service
56:50
customers in these neighborhoods and
56:51
then it's just a list of all the links
56:54
to all the location.
56:55
>> Oh, okay. That's easy enough. Got it.
56:56
Okay. And um
56:59
and so like what like what that's a lot
57:02
of work, but what are you charging that
57:04
lasic company?
57:07
>> Right. So for the clients that we run uh
57:11
our pricing is very simple. It's
57:12
scope-based pricing. Uh we charge uh
57:15
$300 per article that's published. And
57:19
that's basically all in everything is
57:21
included that you know we'll also do the
57:23
citations. uh we're going to do the
57:26
powerful link building stuff like that.
57:27
So, you know, if a client comes to us
57:29
and we say, "Okay, looks like you're
57:31
going to need 20 new articles a month,"
57:35
then we're going to say our price is
57:36
$6,000 a month.
57:38
>> Got it. And so if they So that 17 so you
57:42
when you know you have to do 200, right?
57:44
because you've did the front like the
57:46
front end work um to know that they
57:49
needed 200, let's say 200. Are you
57:51
capping it at TW at 20 a month or you
57:54
saying like I need to spread this out
57:55
over
57:56
>> like what's the most you'll do in a
57:58
month?
57:59
>> Right. We'll do as many as they have a
58:01
budget for. Right. So, got it.
58:03
>> Uh if they need 200, then that's a
58:05
$60,000 engagement. So, if we say, "Hey,
58:08
uh, we'll do this next month for
58:10
$60,000, and as long as they pay the
58:12
invoice, we'll we'll get it cranked
58:13
out." Most of the time, we're going to
58:15
spread it out over, you know, 6 to9
58:17
months.
58:18
>> Got it. And then after that's done, what
58:20
what happens? Any ongoing SEO?
58:22
>> So, after that's done, we basically just
58:24
watch that local rank map and anytime we
58:27
see something turn from top three to
58:29
below the top three, like, okay, another
58:32
piece of geographic relevance we need
58:33
right there. So every every month we're
58:36
still checking on them and making sure
58:38
that everything is still green. Uh and
58:40
if you know if everything is green then
58:42
maybe we don't publish any content
58:43
because we don't need anything that
58:45
month
58:45
>> and then there's no cost.
58:48
>> Then there's no cost, right?
58:49
>> Got it. So you're actually doing it
58:50
artic almost like an article based like
58:53
you know.
58:55
>> Yeah. And I will say that uh so my I I I
58:58
I think that I pay my employees well.
59:01
They're all fully remote. Um, and I pay
59:04
like $45 an hour.
59:06
>> Uh, so my cost all in to do the articles
59:10
is less than $100. And that's everyone's
59:13
time. Uh, that's the link sourcing,
59:16
that's everything involved. So now I've
59:18
just given what my profit margin is. Uh,
59:20
but a lot of that profit margin of
59:21
course goes to managing the client. Uh,
59:24
goes to like joining the chambers and
59:26
all of this other stuff. Uh, but my
59:28
point, the reason I said that my cost to
59:30
do it, like, yeah, 300 a piece sounds
59:31
expensive, but when you realize that I'm
59:34
paying 45 bucks an hour, each one of
59:36
these articles is one or two hours of
59:38
work, right? And that's including the
59:40
development time. Uh, you can find a
59:42
developer on Upwork for 10 bucks an hour
59:45
and get that. So, if you're a local
59:47
business owner doing this yourself, you
59:49
can crank the core 30 out in a couple of
59:52
days.
59:56
So now if I'm thinking about it from a
59:58
from a simple perspective, not a lasic
1:00:00
eye surgeon or a plastic surgeon or a PI
1:00:03
lawyer, but if I'm thinking about it for
1:00:05
like bluecollar, like you know, home
1:00:06
improvement,
1:00:08
you know, contractor,
1:00:10
uh kitchen replacement, things like
1:00:12
that, which is could be a contractor. Um
1:00:17
maybe actually maybe that's that's
1:00:18
high-end, too. So what about like
1:00:20
electrician, plumber?
1:00:23
Um,
1:00:25
you know, tow truck. I forget tow
1:00:27
trucks.
1:00:28
>> Tow truck.
1:00:28
>> But like, but like blueco collar like
1:00:32
would it be crazy to think that you can
1:00:34
tr like I back in the day like I would
1:00:35
charge like crazy amounts of money for
1:00:37
SEO just because they clients have
1:00:39
literally no idea what it would or
1:00:42
should or could cost, right? Um, and so
1:00:45
like I'm just trying to think of like do
1:00:47
you have any ongoing SEO clients that
1:00:49
you just have forever that are just
1:00:50
always paying you a flat fee or is it
1:00:53
basically work-based fee?
1:00:55
>> No. Uh, a lot of them are just ongoing
1:00:58
forever, right? So, in my experience, an
1:01:01
SEO client that's been with you for 6
1:01:03
months is likely to stay with you for
1:01:06
years.
1:01:06
>> Yeah. So, multiple SEO clients that have
1:01:09
been with me for years,
1:01:11
>> but you're still charging them even
1:01:12
though you're not doing any work or
1:01:13
you're always doing some sort of work.
1:01:15
>> So, I mean, we're watching the rank
1:01:17
maps, right? And if the rank map is all
1:01:18
green, then we don't do anything that
1:01:20
month, but we're always like it's it's
1:01:24
we're not going to go like six months
1:01:25
without doing anything because we're
1:01:27
going to have some of them tick from
1:01:28
green to orange or something, right?
1:01:30
>> Yeah. Yeah.
1:01:30
>> And what we're charging is very
1:01:33
justified by the ranking, right? So,
1:01:36
hey, if I'm charging a PI attorney
1:01:40
$10,000 a month, each case they get is
1:01:43
worth 30 grand.
1:01:44
>> Yeah. At least.
1:01:45
>> So, in the top three and they get a
1:01:47
handful of cases a month, man, they're
1:01:49
thrilled with the $10,000 bill. Um, and
1:01:53
I did a ton of work in the front to get
1:01:55
them ranked and now we can just sort of
1:01:57
ride back, do what needs to do to keep
1:01:59
them there, which is obviously less.
1:02:02
>> But they're still getting the same
1:02:03
amount of value. They're still getting
1:02:05
the same amount of calls, the same
1:02:07
amount of cases, uh, that they were
1:02:09
getting, you know, on the months where
1:02:12
we had to bust our ass to get them
1:02:14
ranked.
1:02:14
>> Sure.
1:02:14
>> It's one of the SEO agencies typically
1:02:16
do pricing. In my experience, a lot of
1:02:19
agencies on the first few months of the
1:02:21
contract will make a very tight profit
1:02:24
margin, but once they're ranked, the
1:02:26
profit margin grows quite a bit. It's
1:02:28
another reason that I think a lot of
1:02:30
local business owners should be,
1:02:32
especially with AI, managing a lot of
1:02:34
their SEO themselves.
1:02:37
>> Well, that's a lot to ask.
1:02:40
>> I mean, with AI, it's definitely doable.
1:02:42
And if it's not doable, then hopefully
1:02:44
on the on uh you're watching the live
1:02:46
stream, you know, you're getting some
1:02:48
inspiration. You can just do this for
1:02:49
local businesses. Like, it's it's not
1:02:51
rocket science, right? We're just
1:02:53
building the right relevance, the right
1:02:54
trust, and using AI to find those
1:02:57
sources to write the content.
1:02:59
>> Yeah, I I think you're very wrong about
1:03:02
businesses doing this. There's zero
1:03:04
chance of a business doing this.
1:03:05
>> Yeah, you're probably right because I I'
1:03:07
I've been on the phone with business
1:03:08
owners and I've told them like, "Here's
1:03:10
my cost structure. Here's my pricing.
1:03:12
Here's what we're going to do." And
1:03:14
they'll say like, "All right, let's move
1:03:16
forward."
1:03:16
>> Yeah. I was like,
1:03:18
>> "Yeah,
1:03:18
>> I mean I I'll be honest with you. I've
1:03:20
been doing this a long time and I I like
1:03:21
I still would need and and you gave me
1:03:23
access to your training like because I'm
1:03:25
working on my electrician like you know
1:03:28
and I've spent
1:03:30
hours working on it and like I had to
1:03:32
keep going back to the core 30 and like
1:03:34
okay I got to do this I do there's no
1:03:36
way this guy's an electrician bro he's
1:03:38
hanging lights and installing like you
1:03:40
know working in industrial buildings
1:03:42
like he's not going to sit there at
1:03:43
night at nine o'clock at night with two
1:03:45
kids and and work on his SEO. Yeah,
1:03:48
you're probably right. Probably right.
1:03:52
>> I know I'm right. So, like again, it
1:03:55
just makes, you know, we get like the
1:03:57
sky is falling vibes of AI and it's
1:04:00
going to take, you know, marketing
1:04:02
agencies are dead, which drives me
1:04:04
effing crazy. It's like, yo, no, it's
1:04:06
just that you can do a much better job
1:04:08
faster and probably can charge more now.
1:04:12
Like, you can achieve more faster and
1:04:14
better than ever before. I mean, think
1:04:16
of back in the day. Like it was I feel
1:04:19
like it's easier now than it was then.
1:04:21
>> Yeah, I agree. I mean, I agree. I agree.
1:04:24
And what's so so many people are saying
1:04:26
like, "Oh, Google is dead. Everyone is
1:04:28
on chat GPT." Uh what's what's
1:04:30
fascinating about that, my counterpoint
1:04:32
to that uh which is databacked is search
1:04:35
volume on Google is going up.
1:04:37
>> Right. So what what seems to be
1:04:40
happening almost certainly is that
1:04:42
people are asking chat GPT for
1:04:43
recommendations and then they're
1:04:45
repeating that same search on Google and
1:04:47
we have known for many many years that
1:04:49
if you're ranked well on Google that is
1:04:51
a massive vote of trust right the the
1:04:54
searcher the person searching on Google
1:04:56
if you're showing up number one number
1:04:58
two they just trust you more because
1:05:00
Google said you were good now if you
1:05:03
have Google recommending you and you
1:05:05
have chat GPT recommending you uh your
1:05:09
close rate as a business owner can go
1:05:11
up. It the calls become easy, right? Uh
1:05:14
I've I've listened to calls of clients
1:05:16
of mine who are recommended in both
1:05:17
places. The person calls and just says,
1:05:19
"Hey, when can you come here?" Oh,
1:05:21
that's what the prices. Okay, sounds
1:05:22
good. Uh because that GPT said they're
1:05:25
the best and they're ranked number one
1:05:26
on Google, right? And the great thing is
1:05:29
as long as you're doing uh chat GPT is
1:05:32
usually easier to get recommended than
1:05:34
Google because we don't have to worry
1:05:35
about links the same. Um but with chat
1:05:38
GPT there are a couple of things that
1:05:39
you have to do that you don't have to do
1:05:41
to get uh to get ranked on Google. So
1:05:43
it's a little bit different but it's
1:05:45
easier to get the chat GPT wreck because
1:05:47
no one knows how to do it right.
1:05:49
>> Yeah. So I guess you know share a little
1:05:51
bit like you know like you did with like
1:05:53
you know
1:05:54
>> relevance proximity like is there is
1:05:56
there do you have a core something when
1:05:58
it comes to ranking in
1:06:01
>> in so we have a core eight no um so chat
1:06:05
GPT uh so the first thing to keep in
1:06:07
mind I said this before right chat GPT
1:06:09
uses Bing's index got it
1:06:11
>> okay so you have to have a Bing for
1:06:14
business uh okay you have to have a Bing
1:06:16
for business I have seen so many
1:06:18
businesses ranked number one on Google
1:06:22
and they're like they don't have a Bing
1:06:25
for business listing and chat GPT thinks
1:06:26
they don't exist. Okay, so being for
1:06:29
business listing that's the most
1:06:30
important thing to rank on chat GPT. Uh
1:06:33
number two, uh I briefly mentioned this.
1:06:35
It's we refer to it as mentions. Um
1:06:38
those are actually easier to get most of
1:06:40
the time when you're getting a link for
1:06:42
Google that's going to have a mention
1:06:44
associated with it also. And there are a
1:06:47
lot of mentions you're going to get
1:06:48
without a link. And that does nothing
1:06:50
for Google. Chat GPT loves it because
1:06:52
chat GPT loves the mentions. So the
1:06:54
biggest thing, right, two big things
1:06:58
that I'll say two big things for chat
1:06:59
GPT that are different. Number one is
1:07:02
citation consistency. Okay, so I've
1:07:04
talked about how um chat GPT looks at
1:07:07
mentions. Citation consistency used to
1:07:10
be super important with Google. It
1:07:12
stopped being important with Google
1:07:13
probably five, four or five years ago or
1:07:15
in the early 2020s. We stopped caring
1:07:17
about citation consistency. Now we care
1:07:20
about it a lot again because if you
1:07:22
think about it from chat GPT, right? If
1:07:24
you have a business that's ABC plumbing
1:07:26
and then you have your Apple Maps
1:07:29
listing is A.B.C.P.
1:07:31
plumbing. Uh and then your Bing for
1:07:34
business listing is ABC Plumbing and
1:07:36
Air. ChatGpt doesn't know those are the
1:07:39
same business because chat GPT doesn't
1:07:41
follow links. ChatGpt doesn't crawl
1:07:43
links like Google does.
1:07:45
>> Okay. Make sense? Am I making sense with
1:07:47
that?
1:07:48
>> So chat so citation consistency is like
1:07:52
so important for chat GPT not important
1:07:55
for Google at all. So that's that's a
1:07:57
big one. And the second one um because
1:07:59
remember like all of this is based on
1:08:01
chat GPT is bad at crawling the
1:08:03
internet. Uh so structured data also
1:08:07
called schema
1:08:08
>> very important for chat GPT it's been
1:08:11
important for Google but it's more
1:08:13
important for chat GPT if you don't know
1:08:15
what that is structured data the way I
1:08:17
like to think about it is uh pretend
1:08:20
you're moving right you're moving into a
1:08:22
new house and you pack all of your
1:08:25
worldly belongings into boxes uh
1:08:28
structured data is the label on the
1:08:30
boxes right when you get to your new
1:08:33
house, you could open the box and ruffle
1:08:36
through it and figure out what
1:08:37
everything is, but it's a lot easier if
1:08:39
there's a label on the box and you know
1:08:40
what room it goes in, right? So, the
1:08:43
structured data tells chat GPT exactly
1:08:46
what's on that page and what chat GPT
1:08:48
should care about on that page. So, let
1:08:50
me give an example of how critical this
1:08:53
is for chat GPT. The PI attorney I
1:08:55
mentioned, right, they had a major
1:08:58
settlement. Uh, it was a pretty sad
1:09:00
story, so I won't go into it, but it was
1:09:01
a big settlement. It was like $3
1:09:03
million, right? Woot woot for them. Uh,
1:09:06
found them with SEO. So, yeah, my
1:09:08
monthly fee sounds pretty good when they
1:09:10
get a $3 million settlement, right? The
1:09:11
attorney takes a third. Um, the
1:09:14
literally the attorney bought a a
1:09:16
Bentley after that settlement came
1:09:18
through. Anyway, okay. Jesus Christ. So,
1:09:20
>> they got they get this settlement and
1:09:22
then they want uh ChatGpt to mention
1:09:25
this settlement when people are asking
1:09:26
for an attorney in that town, right? Uh
1:09:28
so chat GBT is is recommending them but
1:09:32
doesn't talk about the settlement. So uh
1:09:35
they have local business schema. If
1:09:37
there's a hundred tools that can
1:09:38
generate local business schema so you
1:09:40
know go find one that it'll generate it.
1:09:42
ChatGpt does a great job generating it
1:09:44
also. Uh so what we did we took the
1:09:46
local business schema from their
1:09:48
website. We gave it to ChatGpt and then
1:09:50
I gave chat GPT uh links to the
1:09:53
settlement. It was a big enough one that
1:09:55
it would made the national news. So I
1:09:57
gave it a bunch of article links uh to
1:09:59
that settlement information and said hey
1:10:01
I want you to add this settlement into
1:10:03
the local business schema. So then chat
1:10:05
GPT regenerated the schema. It added a
1:10:08
reward. I think they called it a reward
1:10:10
and put it underneath the uh attorney
1:10:13
subcategory. So it ends up being this
1:10:16
crazy complicated nested schema. No
1:10:18
problem. Chat GPT does it. Great job.
1:10:21
double check it on Google's uh
1:10:22
structured data testing tool to make
1:10:24
sure no errors, no warnings. Implement
1:10:26
it on the website. A week later, ask
1:10:29
chat GPT to recommend attorneying that
1:10:31
town and it repeats literally word for
1:10:34
word the information that was in the
1:10:36
schema markup about that settlement. And
1:10:38
we've seen that over and over again. If
1:10:41
if you put information like uh FAQ
1:10:44
schema is another great one. Let me let
1:10:46
me show let me show another prompt that
1:10:48
we started uh playing with and it's it's
1:10:51
really cool what it does. It's it's uh
1:10:54
uh
1:10:56
there it is.
1:10:58
Um share screen. Share screen. So I'm
1:11:04
not a very creative person. I called it
1:11:05
the the Reddit threadfinder. So, what
1:11:08
this prompt does is it's going to go to
1:11:10
Reddit and other local uh business forms
1:11:13
uh in your area for your type of
1:11:16
business, and it's going to pull up the
1:11:19
type of comments, questions, things that
1:11:21
people are talking about in your area
1:11:23
about your type of business, right? So,
1:11:25
if you're in Miami, it's not going to
1:11:27
talk about, you know, a furnace, furnace
1:11:30
repair. But if you're in Minneapolis,
1:11:32
furnace repair might be a really big
1:11:33
deal. Um, if you're in Chicago, uh, uh,
1:11:37
replacing a lead main drain line might
1:11:39
be a big deal. Chicago is an old city.
1:11:41
If you're in Houston, there aren't very
1:11:43
many lead drain lines. Houston's a much
1:11:45
newer city, right? So, it's going to
1:11:47
find these things and it's going to
1:11:49
generate suggested FAQs about those very
1:11:52
specific topics that people are asking
1:11:54
about in your region, about your
1:11:57
service. Then you expand upon those
1:12:00
FAQs, uh, write it and you implement an
1:12:04
FAQ schema that you nest inside your
1:12:06
local business schema. And then when
1:12:09
someone asks chat GPT, hey, I have a
1:12:12
lead main drain line that I need
1:12:15
replaced. Who would you recommend? It's
1:12:17
going to say, Joe the plumber has been
1:12:20
replacing lead main drain lines in
1:12:22
Chicago for 25 years. and it will almost
1:12:24
word for word pull from the FAQ schema
1:12:28
that you implemented. It's kind of crazy
1:12:32
how how easy it is to like feed chat GPT
1:12:35
words that it repeats to people.
1:12:38
>> Yeah, it's wild.
1:12:40
>> All right, I got kind ofated there.
1:12:42
Sorry. I I I went Yeah. No, because I
1:12:45
think again
1:12:48
there's a there's a a massive
1:12:50
opportunity just in SEO and um I want
1:12:53
and I get annoyed when people say that
1:12:55
it's dead and you know nobody goes
1:12:57
actually you and I talked about this two
1:12:59
years ago on my YouTube
1:13:01
>> and were you wrong?
1:13:03
>> No, I saidformational
1:13:05
searches are dead.
1:13:07
>> Yeah, blogs.
1:13:10
Yeah. So what when we think about local
1:13:13
businesses, right, we're quite a ways
1:13:14
from AI being able to actually replace
1:13:16
your water heater.
1:13:17
>> Oh yeah, I think so.
1:13:19
>> Um so when we think about Google versus
1:13:23
chat GPT versus any and none of the
1:13:25
other AI programs matter, right? Like
1:13:28
98% of recommendations are coming from
1:13:31
chat GPT. Um, so trying to optimize for
1:13:35
like grock or perplexity or something is
1:13:38
the same thing as saying I do SEO for
1:13:40
Bing, right? Like time. Why would you do
1:13:42
that? Optimize for chat GPT and don't
1:13:44
worry about the rest.
1:13:45
>> Um, but if you think about it,
1:13:47
>> what Google did that I I talked about,
1:13:50
uh, Google has spent the last 25 years
1:13:53
trying to figure out how to decide what
1:13:56
is a trustworthy business based only on
1:13:59
information they can find online, right?
1:14:02
And chat GPT is now doing the exact same
1:14:05
thing. It's the exact same problem. How
1:14:07
can chat GPT recommend a business based
1:14:10
only on information they can find on top
1:14:12
uh find online? And no surprise, often
1:14:16
their recommendations are pretty similar
1:14:19
to one another.
1:14:20
>> If you like your Bing for business or
1:14:22
stuff like that, then they're not going
1:14:24
to be. But as long as you get these
1:14:25
basic stuff right, you can usually rank
1:14:28
in both. And yeah, market suite, uh, set
1:14:30
it right. If you're in the Google map
1:14:32
pack and chat GBT is is is is
1:14:35
recommending you, the sales call is who
1:14:38
do I give my credit card number to?
1:14:40
>> Right. Yeah, it's crazy. Um,
1:14:45
I'm going to just let me just shoot off
1:14:47
some questions that people had. I didn't
1:14:48
notice that came in. Do you adjust the
1:14:50
rank map to the size of their service
1:14:52
area?
1:14:55
So, if there's something specific, we
1:14:57
will. Usually I'm pretty lazy, so I'll
1:15:00
just run whatever the default is, which
1:15:01
is 13 m by 13 mi. Uh works out to 169
1:15:05
square miles. That's pretty big. Um if
1:15:08
we need to for whatever reason, so we
1:15:10
have a a client who's a plastic surgeon
1:15:12
in New York City. Uh for them, we made
1:15:14
the rank map quite a bit smaller
1:15:16
because, you know, you're not going to
1:15:17
rank in 170 square miles in Manhattan,
1:15:21
right? Uh but on the other hand in
1:15:23
Chicago we are ranking in 169 square
1:15:26
miles around Chicago. So usually we just
1:15:28
leave it whatever the default is.
1:15:30
>> Got it. Um
1:15:34
let me look here. Are you looking on
1:15:37
yours? I'm looking on.
1:15:38
>> Yeah. So let's see. Uh say what if it's
1:15:41
not a service area business? Is this
1:15:43
still relevant? So a service area
1:15:45
business that means that there's no
1:15:47
address no visible address on the Google
1:15:49
business profile. Uh we will not take
1:15:52
clients that are a service area
1:15:54
business. Uh it is much much harder to
1:15:58
rank a service area business like 50 to
1:16:01
100% harder. It's often less expensive.
1:16:05
Usually you'd be a service area business
1:16:07
because you don't want your uh primary
1:16:09
residence address to be visible. But
1:16:11
it's going to often be easier, cheaper
1:16:15
to rent an office and make it a visible
1:16:18
address than it is to rank a service
1:16:20
area business. Um, but I'm not sure I
1:16:23
understand the question. What if it's
1:16:25
not a service area business? Maybe you
1:16:27
mean like what if it's like a LASIC eye
1:16:29
surgeon where somebody comes to you,
1:16:30
then yes, it's still relevant. If you're
1:16:32
a restaurant, it's still relevant.
1:16:34
You're trying to rank across the map
1:16:35
pack regardless if you go there or they
1:16:37
come to you.
1:16:40
Uh, let me just shoot these off really
1:16:42
quick. Uh, you aren't trying to get the
1:16:44
actual website ranked then. No, we're
1:16:47
trying to get it ranked in the Google
1:16:48
business. The Google business
1:16:49
>> trying to get the Google business
1:16:50
profile ranked, not the website.
1:16:52
>> Okay. And real quick, just because
1:16:54
somebody did ask, this is a very good
1:16:55
question. Carrie asked, "What's the
1:16:56
difference between uh I guess they went
1:16:58
and looked you up, the $27 per month
1:17:00
school and the 197 per month school?
1:17:02
What's the difference?"
1:17:04
>> Right. So, the 197 is like over the
1:17:06
shoulder step by step. This is exactly
1:17:08
how we do local SEO at my agency. Uh the
1:17:12
$27 group has a bunch of AI prompts um
1:17:17
all of which I featured on the YouTube
1:17:19
channel. It has a course called modern
1:17:21
SEO which sort of gives the basics of
1:17:24
what modern SEO is ranking for AI using
1:17:27
AI to rank on Google. And both of them
1:17:30
have a community and I'm active in
1:17:32
there. I try to answer every single
1:17:34
question. Um the pro group uh we do a
1:17:37
weekly Zoom call uh where anyone who
1:17:40
wants to join can. We answer all their
1:17:41
questions. Uh we do that in the modern
1:17:44
SEO group, the $27 group, but that's
1:17:46
only once a month.
1:17:48
>> Got it. And I actually dropped a link
1:17:49
because I know somebody was asking me
1:17:50
for the link. So I dropped a link also
1:17:52
uh on my YouTube channel. If you're on
1:17:54
Caleb's, he could drop his own link. Um
1:17:59
or his link is probably everywhere. Uh
1:18:01
but I I'll say that I'll say this
1:18:02
because I don't want to is that I
1:18:04
actually use I'm I'm in Caleb's group
1:18:07
and I follow his uh instructions through
1:18:11
the school community um for stuff that
1:18:13
I'm working on in my own agency. Uh but
1:18:16
I do want to actually ask you this
1:18:17
question. I know you get a lot of
1:18:19
clients on Upwork. Okay.
1:18:23
>> What
1:18:23
>> that's how I built my first uh seven
1:18:25
figureure agency on Upwork. Yeah.
1:18:27
>> Yeah. And so my question is this, and
1:18:28
because this is gonna be a I'm actually
1:18:30
starting to do this for myself.
1:18:33
Why not rank in your local area, your
1:18:36
own marketing agency?
1:18:38
>> I feel like this is like the most hidden
1:18:40
gem
1:18:41
>> for even in my coaching program, the
1:18:44
local marketing vault, you know,
1:18:45
everybody's like, I can't get clients. I
1:18:47
can't get clients. How do I get clients?
1:18:48
He's like, yo, we give you nine ways to
1:18:50
get clients. Upwork is like the number
1:18:51
one way. Warm market is another one way.
1:18:54
uh doubletapping trials on and on local
1:18:58
BNI groups I mean there's a million ways
1:19:00
right so it's just people just are
1:19:02
scared but when an inbound lead comes
1:19:05
it's a lot easier conversation what's
1:19:07
your thought on that
1:19:09
>> absolutely and that's a method that we
1:19:11
talk about quite a bit like like build
1:19:13
an agency website use these same methods
1:19:15
to rank it one of the challenges with
1:19:18
ranking an agency website is often SEO
1:19:22
agency websites are what I like to call
1:19:24
as overlin meaning they have more links
1:19:27
than you would expect given the city
1:19:29
size. The reason for that is a lot of
1:19:31
SEO agencies will put links from their
1:19:34
client sites back to the agency site. So
1:19:37
they end up having a lot of local uh
1:19:39
authority links just because they're
1:19:41
doing that. But if you're in an area
1:19:44
that doesn't have that or if you're in
1:19:46
an area that does have it and you just
1:19:47
join a bunch of chambers to get over it
1:19:49
anyway, uh the conversation that you
1:19:51
have with people who found you on Google
1:19:54
is a much easier conversation than the
1:19:56
one that you have with people that you
1:19:57
ran ads to or something like that. Yeah.
1:20:00
>> Yeah. I'm actually going to start doing
1:20:02
that in my I have about a 100,000 people
1:20:04
now in my town.
1:20:07
>> Maybe more now. Or maybe like 70 to
1:20:10
100,000. And um there's literally no
1:20:13
marketing agencies here.
1:20:15
>> Oh, well, perfect. Yeah. Now, the search
1:20:18
volume is low, but you might get one or
1:20:20
two inbound leads a month.
1:20:24
>> Uh somebody asked the lead snap tool, is
1:20:27
it only to show heat maps? No. Uh you
1:20:30
>> No, the core thing that we do
1:20:35
snap tool is the citations. Um, and
1:20:36
Crypto Billings asked if it works for
1:20:38
service area businesses. Probably, but
1:20:40
honestly, I don't know because we don't
1:20:41
work with service area businesses. Like,
1:20:43
it's impossible to rank them. So, we
1:20:44
don't work with them because I'm not
1:20:45
going to take on a client that I don't
1:20:46
think I can show results for. Uh, so I
1:20:48
don't have any experience trying to use
1:20:49
lead snap with service area businesses.
1:20:51
>> What What do you mean service area
1:20:52
businesses? Like, what
1:20:53
>> a service area business means a GBP that
1:20:55
has a um not does not have a visible
1:20:58
address. So, it's a hidden address.
1:21:00
>> Oh. Oh, right. Right. So, if I was a
1:21:02
marketing agency and worked out of my
1:21:04
home, I would have an invisible address.
1:21:07
It would be impossible to rank.
1:21:09
>> Exactly. And what I would say if you're
1:21:10
in that situation, I would say display
1:21:12
your primary residence address. That's
1:21:14
fine. Google doesn't care. And if you
1:21:16
don't want to for whatever reason, then
1:21:18
get an office space. Like,
1:21:19
>> there's so many office vacancies. We had
1:21:22
a client, we got them an office space in
1:21:24
like downtown Denver for $500 a month.
1:21:27
Like, office space cheap.
1:21:29
>> Yeah. And it's worth it especially it
1:21:31
captures now that area
1:21:33
>> as well um for
1:21:34
>> proact
1:21:37
and mckesh 45 services and 16 service
1:21:39
areas. So you would have 45 service
1:21:41
pages the service areas they are uh all
1:21:44
the testing I've done and I've done a
1:21:46
lot uh the service areas mean absolutely
1:21:48
nothing. Uh fill it out because we
1:21:50
always fill it out. That's the area on
1:21:52
the GBP where the it says like what
1:21:54
areas do you serve and you can put zip
1:21:56
codes and stuff in. Um, so I I mentioned
1:21:59
we had 97 uh plumber clients in six
1:22:01
months. So sometimes they don't pay
1:22:03
their invoice and that I see as an
1:22:05
opportunity to do some split testing to
1:22:08
see what happens when we do things. And
1:22:10
one of the things that we tested was,
1:22:11
hey, what happens if the plumber is in
1:22:14
California and we put a bunch of Zip
1:22:16
codes for Manhattan in their GBP? And
1:22:19
what happened to the rank position was
1:22:21
absolutely nothing. It didn't move.
1:22:22
Didn't it? So service areas, they don't
1:22:25
do anything. Uh, fill them out, but
1:22:27
don't like you don't have to do 45* 16.
1:22:30
It does. No, just the 45.
1:22:32
>> Just the 45. Yeah, makes sense.
1:22:35
>> I don't have any other questions on my
1:22:36
end.
1:22:38
>> Awesome. All right. Well, cool.
1:22:41
>> Yeah. So, I dropped a link. Um, if you I
1:22:44
mean, honestly,
1:22:46
you can go back a year and what Caleb
1:22:49
put together in this 197 a month group
1:22:51
is a10 $15,000
1:22:54
coaching program in my opinion. Um, for
1:22:57
$197 a month and like, you know, if you
1:23:00
need it for six months and then you
1:23:02
learn it all yourself, so be it. If you
1:23:03
need it in three months, uh, but you're
1:23:06
definitely going to learn a ton of
1:23:06
stuff. I use it and I've been in the
1:23:08
game since 2014. Um, I will say that we
1:23:12
have in in the 197 group, we have 219
1:23:15
members currently and my churn rate is
1:23:18
uh 2%.
1:23:19
>> Yeah, people stay. People stay. Yeah,
1:23:23
it's a lot easier. It's a lot easier to,
1:23:25
in my opinion, to pay 197 a month to to
1:23:28
constantly have that to turn to rather
1:23:30
than try to create your own, you know,
1:23:33
create all of that same content for
1:23:35
yourself, for your team. And uh and then
1:23:39
you know eventually
1:23:41
I mean you just copy and paste prompts
1:23:43
what you know core 30 laid out for you.
1:23:48
>> and if you have any questions we do a
1:23:49
weekly call you can post in the group
1:23:51
you can send me a message. Yeah.
1:23:52
>> Yeah. So uh that link is pinned and uh
1:23:56
Carrie asked again what tool actually
1:23:58
creates the heat maps. Uh leenap will
1:24:00
create the heat map.
1:24:02
It does multiple things.
1:24:05
It also has a CRM, but I don't I don't
1:24:07
use the CRM functionality
1:24:08
>> and and to get the You probably have a
1:24:11
link in there as well, right? To join
1:24:12
Leadnap.
1:24:13
>> Yeah, I do have a Lead Snap affiliate
1:24:15
link. Um I know it's an affiliate link,
1:24:18
but if if you do decide to check it out,
1:24:20
the affiliate link will actually give
1:24:22
you uh it'll double the free trial and
1:24:25
it will give you half off the first
1:24:27
three months. Um
1:24:29
>> there you go.
1:24:30
>> So, it's a pretty it's a pretty good
1:24:32
affiliate deal. Patrick was Patrick owns
1:24:34
Lead Snap. He was um he was willing to
1:24:36
work with me on because it always feels
1:24:39
so scuzzy to be like here's my affiliate
1:24:41
link. You know what I mean?
1:24:44
>> Yeah, but if they're going to go buy it
1:24:45
anyway, why not?
1:24:47
>> Yeah. Well, I'll I'll give it to you and
1:24:49
we'll if we'll track anyone who signs up
1:24:52
from this, we'll we'll we'll make sure.
1:24:55
>> All right. Yeah. And I have the link,
1:24:57
too. I'll I'll drop his link uh in the
1:25:00
actually once this thing ends. Does it
1:25:02
have
1:25:05
like a descript? Whatever. I'll figure
1:25:06
out how to get that link. But it's in
1:25:08
the course. Uh his link is pinned on my
1:25:10
end. I'm good. I think we I think we
1:25:12
went deeper than I thought we were going
1:25:13
to go deep.
1:25:15
>> Yeah, that was uh a bit more than I was
1:25:16
expecting. My kids are probably
1:25:17
wondering where I am because I got to go
1:25:19
make them dinner.
1:25:20
>> Oh boy. Well, your wife's working.
1:25:22
>> She is. She's working tonight.
1:25:24
>> Wow. It's a late night.
1:25:26
>> They're playing Civilization 7. So
1:25:28
>> So they don't care. They're They're
1:25:31
probably excited that they get to play
1:25:33
video games later. Yeah, the Xbox is an
1:25:36
excellent uh babysitter sometimes.
1:25:38
>> Oh, no. It definitely definitely is. My
1:25:40
son plays um something on his computer.
1:25:43
I think he's still playing Fortnite,
1:25:44
believe it or not. He's 13.
1:25:46
>> Fortnite. Hey, I mean, there's nothing
1:25:47
wrong with falling some falling in love
1:25:49
with something.
1:25:49
>> Yeah, I'm trying to get I want to sign
1:25:52
him up for that like AI kids course.
1:25:54
There's like a kids course you can sign
1:25:55
him up for. Kids,
1:25:57
>> my son. Okay, so I I've been talking
1:25:59
about this quite a bit, right? So I
1:26:01
don't know, this is a whole other topic.
1:26:02
Maybe we need to do another live stream.
1:26:05
Uh but just real quick, I just got So uh
1:26:08
entry level hiring is like way way down
1:26:11
across everything, uh across all big
1:26:14
companies. Uh so I mean I'm glad I'm not
1:26:16
in college right now. I'm glad my kids
1:26:18
aren't in college or in high school.
1:26:19
They're a little bit younger, uh middle
1:26:21
school, elementary school. Uh but it
1:26:22
would be a tough time to try to find a
1:26:24
job right now. Um, and what's happening,
1:26:27
so the companies, the AI can't do
1:26:30
people's jobs, right? Like you can't
1:26:32
hire, you can't use AI to just replace
1:26:35
someone. Uh, what what's happening is
1:26:37
they have experts who are running AI and
1:26:40
then replacing 10 or 15 new hires.
1:26:44
>> Um,
1:26:46
so to get hired, to be valuable uh in
1:26:50
this world, you basically need to know
1:26:52
how to run AI. you need to understand
1:26:54
the limitations of AI. So, one of the
1:26:56
things that I'm going to have my kids do
1:26:59
um is they're going to build and train
1:27:02
their own AI model on a local machine.
1:27:06
Uh and they can train on whatever they
1:27:07
want. I think they decided they're going
1:27:09
to train it on Civilization 7
1:27:10
strategies, which is fine. The point is
1:27:13
like understanding how to build and
1:27:15
train a model uh is so much more
1:27:18
valuable than probably anything else
1:27:20
they're going to learn in school for
1:27:22
where the world is going. one of their
1:27:24
teachers gave them an assignment and it
1:27:27
was just like write write a paragraph
1:27:29
describing the relative location of
1:27:31
Florida and the teacher said feel free
1:27:33
to use chat GPT for this assignment
1:27:35
which is a sign that the teacher has
1:27:37
never used chat GPT doesn't know what it
1:27:39
can do because that you just screenshot
1:27:42
the or take a photo of the assignment
1:27:44
give it a chat GPT and you're done right
1:27:46
there's more interesting better
1:27:49
questions if you want the kids to engage
1:27:51
with chat GPT in a way that engages crit
1:27:53
critical thinking skills like even just
1:27:56
like okay what sources did it use how
1:27:58
did it come up with those answers right
1:28:01
but the teachers don't know how to you
1:28:02
how to incorporate chat GPT because it's
1:28:05
so new so anyway I would 100% support
1:28:09
getting your kids into like these
1:28:10
beginner AI courses and get deeper and
1:28:13
deeper only downside with building your
1:28:15
own model on a local machine is damn the
1:28:18
Nvidia uh Nvidia graphics units are
1:28:20
expensive these days
1:28:21
>> yeah I was going to ask you how the hell
1:28:22
do you build your own model. I don't get
1:28:24
how I don't understand it.
1:28:26
>> Yeah. So, you you uh you can download uh
1:28:29
like the PyTorch uh it's coded in
1:28:32
Python, but uh Claude ChatgPT can do a
1:28:36
lot of the heavy lifting for the coding
1:28:37
up front and then when you run it on
1:28:40
your local machine, uh you can see how
1:28:42
it's using the different resources, the
1:28:44
GPU, and you have to work to optimize
1:28:46
that. You give it a data set to train it
1:28:48
on. Uh, so yeah, it's a whole big thing,
1:28:51
but man, I think that would be so
1:28:53
valuable to learn. Um, versus, you know,
1:28:56
just typing things into the box like
1:28:58
99.9% of users.
1:29:01
>> Yeah. I don't know. I might just be
1:29:02
typing things into a box.
1:29:04
>> Oh, I type things into box. I'm not
1:29:06
learning how to do all that. That's
1:29:07
That's what my kids can do. Yeah,
1:29:09
exactly.
1:29:10
>> That's funny. All right, man. I
1:29:11
appreciate your time as always. We'll
1:29:13
talk. We'll chat. Enjoy uh your dinner.
1:29:15
I'm about to have mine. and everybody
1:29:16
that watched, appreciate you watching on
1:29:18
my channel and on yours. That worked out
1:29:20
pretty well. So,
1:29:21
>> awesome. Thank you, James. Pleasure to
1:29:23
have you on my channel and a pleasure to
1:29:25
be on yours. Take care.
1:29:26
>> Sounds good. All right. Appreciate it.
1:29:27
Thanks.