May 30, 2024 • 50 mins
Today's guest is Dennis Yu, CEO of BitzMetrics!
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Unlock the secrets of mastering SEO with AI in our latest episode featuring Dennis Yu, CEO of Blitzmetrics. Ever wondered how a former search engine engineer at Yahoo transitioned into a leading digital marketing expert? Dennis takes us on his journey, sharing invaluable insights on how AI is revolutionizing content creation and SEO. Learn how Google integrates AI and why understanding the core experiences behind these advancements is crucial for leveraging new tools effectively.
Technology and AI have a history of shaking up market giants, from Microsoft and Nokia to Google and Facebook. This episode explores these transformative shifts and how AI is set to redefine traditional metrics of dominance. We dive into practical advice for local home service businesses on staying competitive amidst rapid technological changes, emphasizing the critical importance of adaptability and staying informed.
Relationships and visibility are more important than ever for local businesses. Discover how AI and search engines can spotlight quality services and how video content can amplify your reach. From creating authentic, experience-based videos to leveraging short-form content for lead generation, Dennis provides actionable strategies to enhance your Googleability and maintain a robust online presence. Tune in to harness the power of AI and boost your digital marketing efforts!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
The fact that TikTok has copied directly.
Tiktok executive told me theydirectly copied Facebook lead
ads.
Welcome back to Business Talk,a short form video marketing
podcast.
I'm your host, austin Armstrong, and on this show I interviewed
the best content creators andentrepreneurs who have leveraged
short form video to actuallydrive leads and sales.
(00:21):
In this podcast, we deep diveinto their tactical strategies
so that you can get actionabletakeaways.
You can connect with me acrosssocial media at SocialtyPro.
Today's episode is sponsored bymy company, syllabiio.
Syllabi is like having anAI-powered video marketing
agency in-house From findingtrending topics your potential
(00:45):
clients are searching for onlineto generating new video scripts
, creating AI videos however youwant them, a built-in video
editor and even directpublishing to your social media
accounts, syllabi has got youcovered.
You can get started with aseven-day free trial in the show
notes.
Let's jump into today's episode.
Today's guest is Dennis Yu, ceoof Blitzmetrics.
(01:09):
Dennis is a guy I've beenwatching and learning from
online for years.
This guy is truly a master.
He's an SEO master, especiallyin local business and in the
personal branding space.
He's an original search engineengineer from over 20 years ago,
has spent a billion dollarsthat's billion with a B across
(01:31):
Facebook and Google ads and ison a mission to create a million
jobs to help home servicebusinesses show up on Google.
He's also a legend on thespeaker track and travels all
around the world.
I am so excited to learn fromhim with you all today.
Dennis, thank you so much forjoining me.
(01:51):
Man Austin Moss, super cool tohang out with you.
Yeah, it's going to be a funconversation.
I'm so looking forward to this.
I have been following youonline for years.
As soon as I saw theopportunity to jump into that
private group SRS or somethinglike that I don't even remember
the name of it, it's just youand a bunch of other people and
(02:13):
I bought that thing instantly.
I was like lifetime access, 500bucks, access to Dennis Yu and
all of these other incrediblepeople.
That's a no-brainer offer forme.
So thank you so much for beinghere today.
Man, yeah, you're the boss.
You're the guy who's madethousands of videos.
I just learned from amazingpeople and I actually take
(02:35):
action on it.
I think that's one of the bigthings.
You know people.
People procrastinate and theythink they need to learn
everything endlessly and haveeverything be perfect before
they actually execute.
And I think you can learn alongthe way, but you have to take
action to get where you want togo.
So, dennis, I like to start allthe way at the beginning.
(02:55):
You've been doing onlinemarketing, digital marketing,
seo for decades at this point.
How did you get started in thatspace?
What interested you in it?
Well, I was a search engineengineer and it was all about
categorizing what's on theinternet.
And I remember one of my bossesat Yahoo who became the CEO at
LinkedIn, jeff Weiner.
He said that the goal was tocategorize the world's
(03:16):
information, and we said most ofthe world's information was not
on webpages, was not on socialmedia apps.
It was like in your head, itwas the stories that grandma had
.
It were all the stuff in yourshoe boxes with photos, and the
job was how do we take all thatinformation, in whatever format
(03:37):
it was, and put it in a digital,visible sort of way?
So when it came to like socialmedia or apps or ai, those are
just more tools, right, everyyear there's another set of
tools.
It was so hard 30 years ago tobuild web pages.
We didn't have wordpress or phpor facebook.
(03:57):
We didn't have cell phones thatcould take pictures.
Just shows you how old I am.
So it's just been a matter oftechnology making it easier and
easier to replicate what it'slike to have dinner with
somebody.
Right, I had Al Casey, who wasthe CEO of American Airlines, as
a mentor and I have all theseamazing experiences with him
(04:20):
since passed on, but I have noway of being able to show you,
austin, what that's like.
But with the people I do knowhere, it's so much easier to be
able to bring you along on theseexperiences.
I'm in Seattle today and Iwould love for you to come to
the Pike's Place Market andenjoy some seafood with me.
(04:40):
I can kind of almostapproximate what that's like, so
you can sort of experience itthrough an iPhone, but I view it
as technology's always makingit easier and easier to
approximate the true experience.
But the true experience hasnever changed.
The technology's just catchingup to it.
So that's my view over the last30 years.
That's such a great andpowerful insight because it
(05:04):
really is timeless.
The core fundamentals are thereand no matter how technology
changes or new systems that comeout, at its underlying, it is
that fundamental understandingthat will always allow you to
succeed and be relevant, alwaysallow you to succeed and be
(05:27):
relevant.
Now let's talk about the AIcomponent here for a little bit,
because this is sort of thenewest area that directly
impacts content not just SEO,but content across the board,
and Google kind of has alove-hate relationship with AI a
little bit.
It sort of impacts search,their core business model.
(05:47):
What are your thoughts on howAI is impacting discoverability
online and impacting SEO inparticular?
So I had three days of closeddoor meetings with Google
engineers and I signed theseNDAs where I'm not supposed to
say exactly what we talked about.
And also one of my neighbors isthe VP in charge of AI at
(06:12):
Google, so she has hundreds ofengineers and whenever we sit
down and have dinner to talkabout this sort of thing, she's
very opinionated about it.
So let me just put it this wayAI, in Google's viewpoint, is
not evil.
It's not something they'retrying to crush.
It's not something you getpenalized for just using.
It's not like you're notallowed to use it.
(06:34):
But here's how Google sees itand they're very clear about it.
They say that AI is justanother set of tools, just like
when Microsoft Word came out orthe HP, you know 82 or you know
whatever calculator or whateverkinds of tools.
The tools are just gettingbetter and better.
But when you use the tools totry to fool Google or to be lazy
(06:57):
or to invent things that aren'treal, then you're going to get
penalized, like those millionsof sites in the last couple of
weeks that got nailed on theMarch core updates and Google
has been saying if you wereusing these tools to be able to
showcase things that are real,as in E-E-A-T for those of us
that know about SEO, experience,your actual experiences,
(07:21):
expertise, authority, trust thatyou actually have the
experience as a Portland pestcontrol company that you
actually are, you know, whateverthe thing is that you say that
you do, is there proof that youactually do it?
And Google says if you're usingtools to help process that,
like you would a trustworthyassistant or a VA, you know.
(07:42):
If you use syllabi the rightway, if you start with the real
ingredients of real experience,then AI is your friend, because
you can think of AI as a layeron top of search.
Think of it this way becausepeople are like, oh, ai and all
this is going to kill Googlebecause the 10 blue links are
going away.
And now people are late andthey want the one answer, which
(08:02):
is the generated answer, thesynthesis.
But it's really this way.
Think of it like there's allthese filing cabinets, there's
all this data that has to becollected to then be put into a
search engine and then fromthere you can analyze those
results to give you the oneanswer.
Right?
I don't think I've never heardanybody say this.
You tell me if you have, butwhen I think about LLMs,
(08:27):
whatever flavor, it's taking allthese answers and giving you
the one consolidated answer.
So Google already has that, andit's called SGE search
generative experience.
And SGE is nothing more thantaking the search results, which
Google has a world-classexpertise.
No one is better than them inprocessing and arguably, as my
(08:47):
friend who's VP of this wholething, says, no one has a better
angle on the truth.
Right?
Because LLMs, just like,generate all kinds of stuff and
they hallucinate.
But if anybody were to saywho's closest at figuring out
what's true, what's factuallytrue, what's called canonical,
right, I would say it'd beGoogle, and I would agree.
And no one can process betterand cheaper than they can.
(09:10):
So they are intentionallywaiting to release this.
So people are saying, oh,google's slow and they're caught
behind the ball and they'recaught asleep.
No, they're not.
They're waiting.
I've seen what they've done andit's absolutely incredible and
I think they're just waiting forGPT-5 to come out this summer
and then they're trying topreempt Microsoft, basically,
(09:32):
which is OpenAI, the people whoare funding OpenAI and what
they're doing is they're takingthe knowledge graph which no one
has an advantage over them overthe knowledge graph and
ingesting all this informationabout what's going on in the
world over the knowledge graph,and ingesting all this
information about what's goingon in the world, and then
they're surfacing what arebasically dynamic knowledge
panels and those dynamic, thosecolored boxes.
(09:55):
Like, if you search Dennis Yu,you'll see those colored boxes.
Those are knowledge panels,right?
Every question you have will beanswered via these colored
boxes, not the 10 blue links.
So Google has known about this.
We knew that they were readyfor this two years ago when they
made this announcement aboutchanging E to E-E-A-T for those
of us that study what the searchengines are doing.
So I'm not coming at it from theangle of I'm biased towards the
(10:16):
search engines because I'vebeen a search engine engineer
for a quarter century, but I'veseen this progression of people
that are abusing tools and, asyou know, there's tons of hype
and all that.
I think you're doing it theright way, you know, with
syllabi.
But there's a lot of peoplethat want to just auto-generate
content, which is calledsynthetic content, and they're
going to get in trouble.
So that's why some people havethis love-hate thing Like I'm
(10:39):
not afraid of the police becauseI'm not breaking the rules.
Right, the criminals are afraidof the police.
Google's always had the sameset of rules which are very
reasonable, which are very clear, helpful content, eaa, ee18,
all these different kinds ofstandards, and folks like you
and I actually honor that.
(10:59):
We actually have realexperiences.
A lot of our friends, like mybuddy, greg Beebe, is a concrete
coding company in Waukesha,wisconsin, and he's got crews of
people that make shiny concretefloors.
He doesn't know a thing aboutthis internet AI thing, but he
does a really good job at makingshiny concrete floors.
You know, making your garagelook a certain way with the.
(11:19):
You know the shiny concretefloors Like.
That's the thing that he does,and AI is to his advantage
because his technicians aredocumenting what they're doing.
So clearly there is proof thathe does what he says he does in
Waukesha, wisconsin.
So good, there's so manyquestions that I want to unpack
there.
So let's start with.
(11:41):
Google has had failures in thepast.
They have had massive, bigfailures.
They've bet on things and theydon't always get it right.
Even though they have a lot ofdata, they have all the money in
the world, they still can getit wrong sometimes.
Do you think that they in thelong run, with these updates
(12:01):
that they're waiting on GPT-5 toroll out in order for them to
release, is going to put themahead in the AI race and the
direction that search is going?
And then sort of a follow-upquestion to that are you seeing
people now use more of theseAI-powered search engines to get
those quick answers, anychat-based LLM or something like
(12:25):
perplexity, which is a fastexperience?
Or do you think people, if youfad, he's trying to say that
they're going to be the Googlekiller because they're the
answer engine instead of thesearch engine?
I would go one step further,saying there's actually an
action engine, which is I don'twant the answer, I want the
thing done right.
Go ahead and take care of thetask.
(12:47):
Go ahead and build my website.
Go ahead and do these otherthings.
So, whether it's like search oranswer or an action, those are
all just semantics of peoplethat want stuff done for them.
So here's the way I look at it.
So you remember when Microsoft35 years ago they came out with
the OS and Windows and everyonethought they were so dominant
(13:07):
back then that nobody couldtouch them.
Right, and then there was likeYahoo or there was like Amazon
or any of these major playersthat look so big like Google or
Facebook, and whenever the nextlayer came, everyone thought,
wow, google's so dominant, noone could touch them Microsoft
(13:27):
or Facebook, they're so dominant.
But then what we discovered wasburr, then Facebook, because
that game has already been done.
I don't think anyone's going tobeat Amazon in shopping,
because that game's already beendone.
What's going on is there'slayers that are on top.
So you remember, back in thelate 90s, nokia dominated the
cell phone market.
(13:47):
Oh yeah, they rocked the wholething and people were like, yeah
, they own like 90 somethingpercent share and no one's going
to take, you know, maybeBlackberry or whatever.
There were no iPhones back then.
Yeah, but then large marketshare before you look at the
current model, current andmodern phones were they doing
better job, like doing more ofwhat Nokia was doing?
(14:09):
No, it's completely different,because today we use phones for
things other.
We don't even use it for thephone which is making phone
calls.
And with AI it's going to unlocka whole new range of things.
So people were thinking, oh,it's just going to kill Google
or whatever.
They don't realize that whennew technology happens, it's
going to unlock new things thatweren't possible.
When you look at thepredictions of the future back
(14:31):
in the 50s, they thought itwould just be more of the same
thing.
You know ovens and cars.
If you ask people before, therewere cars that they'd say, oh,
the new technology would behorses that would run faster or
have six legs or something.
No, it's something completelydifferent.
So in the world of AI, no oneseems to want to talk about
Jensen's wing.
(14:52):
Right?
I listen to Jensen.
When you want to hear about AI,listen to Jensen's wing.
He's the one who makes all theH100s.
Right, he's the guy right.
And he says what's going tohappen in AI is that the cost of
processing, when it goes downto basically zero, almost
anything can be possible.
So it's not that it's a bettersearch.
You can have any kind of movie,you can have any kind of
(15:15):
experience you can have.
I had dinner with a billionaireand he said energy is going to
be free, therefore, food isgoing to be free and
transportation is going to befree, all these things that lead
to UBI.
So I'm thinking about that,right, I'm not worried about is
perplexity going to kill Google?
So back to the originalquestion.
I think Google is going to makea lot of stumbles, like you saw
(15:37):
the stumble with their wokeimage video generator.
Yeah, exactly yeah, and there'sgoing to be more of that kind
of nonsense.
But I think at the core I meanI don't know, you never really
know I mean I thought Yahoo wasgoing to dominate.
We had a chance to buy Google,but we didn't.
But you know, whatever.
But I think that Google,because of their information
processing advantage, because ofthis model called the Four
(15:58):
Horsemen that you probably heardabout, google's they own search
.
It's pretty much indisputable.
And the next layer, with AI, isgoing to be something different
than search or shopping orhardware or video games or
whatever it is.
It's going to be somethingcompletely different.
We don't even know what that is.
(16:19):
That's what's so scary.
It's really interesting tothink about the possibilities.
You mentioned hardware.
I saw a lot of.
I don't know if you've beenpaying attention to the Rabbit
R1.
It's just a fascinatingAI-powered device and now
there's all sorts of wearablesthat are AI-powered that are
coming out, that are changingour world in real time Rather
(16:43):
than going to Google search.
I have the meta glasses and Ican say hey, meta, tell me about
this thing.
And they're releasingmultimodal very soon where you
can say what am I looking at,which I have, up to this point,
loved reverse image searching inyour phone.
(17:06):
You take a picture of somethingand you do a Google image
search built in.
Our world around us is changingfaster than anybody can
comprehend, but let's hone it into the local home service
business right now to preparethem for that future.
You are one of the pioneers thathelp people get online, get
(17:29):
found the non-tech, savvy personthat needs to be found locally,
based on the state of the worldright now and where most search
is happening.
What is the biggest opportunityright now that you think most
home service business owners aremissing out on?
If you're a home servicebusiness owners are missing out
on, if you're a home servicebusiness and you're worried
(17:50):
about AI and technology andtrying to keep up, I can't even
keep up.
I was the MC at a three-day AIconference in Chicago last week
where I got to hang out with allthe top people in AI and I feel
like there's all these cooltechnologies and tools so if I
can't keep up, I don't think anyof you guys can keep up.
(18:11):
But here's the one saving gracefrom having spent all this time
with the very top people in AINot me, just these other people
I've learned this one thing thisis the common thread, and maybe
I mean you probably alreadyknow this, but 99% of people
don't understand this.
When the AI is so powerful thatit can generate all kinds of
content and do all this kind ofstuff, the critical scarce
(18:34):
resource is relationships andpeople getting together in
person.
So if you're a home servicebusiness and your technicians
are out there on the roof,they're fixing toilets, they're
installing pools.
They're like Nilsson Silva.
I was with him two weeks ago inMiami and he's building the
roof.
They're fixing toilets, they'reinstalling pools.
They're like Nilsson Silva.
I was with him two weeks ago inMiami and he's building the
pool a million-dollar pool at an$18 million home of a personal
(18:55):
injury attorney Not a surpriseand he's showing how he's
actually doing it and histechnicians are showing this
sped-up cycle like digging thehole and plant you can see as
the pool is being built thiscrazy, gigantic thing, those
real experiences of people thatdo a good job, where you have
(19:16):
quality people that are trainedwell, that take good care of
their customers.
If that fundamentally is there,then what happens?
Well, that's going to result inthese signals of great reviews,
of people talking about you, ofsocial media mentions.
So I think of it as like, ifyou're an honest person and the
lie detector test gets smarterbecause it's able to look at
(19:38):
your breathing and your blinkingand your sweating and your
words and all these things, I'mnot worried about failing the
lie detector test, becausewhoever actually does the best
job, ai is going to make thatmore visible.
So the rich get richer.
So if you're a home servicebusiness, if you're any kind of
local service business, the AIis now going to be able to tell
(19:58):
whether you actually do a crappyjob as a roofer.
The AI can tell.
Like, if you are Anthony Hillin Indiana and you do tree
cutting and tree trimming andlandscaping, the AI meaning
everything that Google can pickup and everything else that the
AI can suck in from data sourcescan tell you actually do a good
(20:22):
tree trimming service inIndiana.
Right, 20 years ago, youwouldn't really know so when I
was at the search engine.
You know what the biggestproblem was?
Right, 20 years ago, youwouldn't really know so when I
was at the search engine.
You know what?
The biggest problem was?
Austin, when we were trying tolook at local businesses there
are millions of them.
We couldn't find anyinformation on pure plumbing in
Las Vegas, where they fixtoilets and broken leaky valves
(20:43):
and whatever.
It was literally this simple.
There was almost no informationabout them.
So, of the very littleinformation we could find, maybe
they had a Yelp review, maybesomeone built a website, maybe
they were in the Yelp pages.
We would just try to pull thisinformation and try to figure
out is this peer plumbing?
(21:04):
Do they have multiple locations?
Is this a competitor?
Is this a multiple locations?
Is this a competitor?
Is this a spammer?
Creating all this other stuff?
It was very hard to distinguishwhat was real, what wasn't, and
then, of what was real, we hadto associate this John Smith, is
this John Smith?
And that's surprisingly hard todo.
So now there's so muchinformation being gathered that
(21:25):
if you're a home servicebusiness or any kind of local
service business, it's easier toplace you locally.
You know why the us militarydoesn't want their soldiers
taking pictures or posting onsocial media.
Right, say that again.
Why does the us militaryprohibit soldiers from posting
on social media?
They don't want copycats.
They don't want the enemies toknow what they're working on.
(21:46):
Yeah, and like a soldier willpost, like an Instagram, you
know, a reel or a tweet orwhatever in that picture
includes the geo coordinates ofexactly where they are.
Yeah, you know the rightinformation.
That metadata is there.
So the fact that cell phones noware information collecting
(22:06):
devices makes it easier foranybody that can access that
information, whether it's an appor it's the search engine or
it's the AI.
The AI is nothing more than asecondary consumer of the search
engine outputs.
It's not like the AI has itsown source of data.
I don't think people realizethat AI, like without search
(22:27):
engines, that AI wouldn't bepossible, right?
Yeah, very true, it's like asearch engine within a search
engine, like the way to think ofit, right?
So if you're a local servicebusiness, if you're any kind,
any kind of business, any kindof product or service, you
should welcome the advancementsin AI if you do a good job for
(22:47):
your customers.
If I'll use it to invent allkinds of nonsense and hope that
you can trick the search engineor trick whoever and you're
never going to you're going toget nailed by trying to do that.
Absolutely.
I love that take and I want todive deeper into I think it's a
great pivot into talking aboutvideo.
You talked about sharingexamples of the actual process.
(23:10):
We have a great mutual friend,robert Wakefield, who has become
just a master of videoing hiscraft over the last several
years and now helping otherpeople other plumbers, other
service professionals do that aswell.
I've been a huge advocate ofleveraging video in search for
(23:34):
the last decade now, so not aslong as your experience.
But where do you find thatvideo ties into search in
today's world and theopportunity there for home
service businesses to be foundby leveraging video and
documenting their process?
So I had a conversation withthe head of search quality at
(23:56):
Google about this, about videoin particular.
Did you know that YouTube is aseparate algorithm from the
regular search algorithm, eventhough it is all combined
together as part of universalsearch?
When you do a search and,because of that, things that you
do to try to rank in YouTube.
Surprisingly, roger Wakefieldhas more subs than you.
(24:17):
I thought you were prettyamazing at about half a million.
But what he does is he says youknow what.
You'll see him say this all thetime in videos with me or
whatnot.
And he'll say I'm just aplumber Technically.
That's true, but if you typeinto YouTube, meet the toilet,
right, his videos are all at thetop and so what he's done is
(24:38):
taken his actual experience andput it into YouTube.
It wasn't because of fancyediting, it wasn't because of
the AI tools.
It wasn't because of fancyediting, it wasn't because of
the AI tools.
It was because he, literallyhe's made thousands of videos
about plumbing, about everypossible topic of plumbing.
Just like you have on shortform content, you have thousands
of videos.
I have thousands of videos aboutdigital marketing and most of
(25:01):
them the ones that get the mosttraffic are the ones that have
no editing at all becausethey're authentic, real
experiences that were taken onthe spot Me and Jake Paul at his
house hanging out talking abouthow to be an influencer.
That's a real experience thatwasn't even shot on fancy
equipment.
Roger says he's just a plumber,but he has so much actual
(25:23):
experience that's been madevisible to YouTube, which then
spills over, kind of into Googlesearch results and Facebook and
TikTok.
He's blown up.
On TikTok it's just the samething being packaged differently
.
So if I'm using a syllabi or adescriptor, whatever, I can have
the AI, as like what I wouldhave done with a VA in the
(25:45):
Philippines, to do that kind ofwork for me.
So, if anything, I'm creatinginformation gain.
That's the thing that thesearch engine folks are talking
about from the last couplemonths.
Information gain, which istaking my real experiences and
then trying to concentrate it insuch a way that it's actually
higher quality and moreconcentrated than the raw
(26:07):
instead of synthetic, which isjust generate 15 videos about
whatever using this AI avatar,using my voice and image.
So an example of informationgain is so Roger's made
thousands of videos Like how doyou become a plumber, how do you
get a job in the trades, how doyou use this leak detection
tool to be able to figure outwhere the leak is, and so he's
(26:29):
made all these videos in English.
But he's used these AI toolswhich Daryl Eves has given us
access to, which haven't comeout, apparently, and now they're
translated into Spanish and allthese other languages.
That creates information gainand it's not fake content.
It's starting from real contentthat uses AI to process it into
(26:51):
other forms.
So Google's not going to frownupon that as like scaled content
, which is the thing that'sgetting nailed right now, or
this auto-generated try to foolthe search engine.
Make a thousand videos aboutrandom, you know now, thousands
of webpages about whatever.
It's not, because it's alwaysstarting from the seed of
something real, so fascinatingthere.
Yeah, I have heard the rumblingsof the dubbing into different
(27:16):
languages.
That's eventually going to be anative YouTube feature, which I
find fascinating.
I mean, there's tools like 11labs and HeyGen now will take
your video and not only takeyour vocal patterns and
translate it, but to move yourlips and your mouth to the
(27:37):
speech pattern in those otherlanguages and to walk and talk,
not just like the camera righthere, like this, but but as
you're moving, as you're in adifferent environment, actually
do that.
That's incredible.
Like, put me at the beat aswe're talking about this and it
does that.
Yeah, agents walking avatarsand the streaming avatars are
(27:58):
fantastic.
They, they are, and evensynthesia's new expressive
avatars I don't know if you sawthe those.
They were just uh announced lastweek.
Yeah, it's been one of the the.
If you saw the those, they werejust uh announced last week.
Yeah, it's been one of the the.
Yeah, I saw that, but they'retoo expensive.
Synthesia charges too muchmoney.
Yeah, it's, it's true.
It's it's true.
They're going after a differentmarket, but we've been two years
(28:19):
now.
Yeah, yeah, you know what.
A year from now, it's going tobe a completely different set of
players.
Oh, absolutely, the.
The technology is moving soquick.
We're even developing thetechnology in-house at syllabi
as well, but it's just going tobe.
It's a fascinating world.
The lines are blurring betweencontent creation expertise and
(29:00):
AI.
I don't know where it's goingto go.
It's fascinating.
I definitely agree with youthat it'll all come back to
in-person experiences,communication, real bonding,
expertise.
I could go down in an endlessrabbit hole on that.
For a little bit, though, whatplatforms are you seeing with
your clients that are gettingthe most amount of traction as
far as being able to generateleads and sales?
Roger's killing it on TikTok.
There's a lot of businesses,local businesses, crushing it on
(29:25):
TikTok YouTube Shorts,instagram Reels, but from your
insights and your perspective,what are the platforms that are
generating the most leadsspecifically for short form
video right now.
I think it's a combination ofYouTube Shorts and just regular
Facebook posts, and the reasonwhy is that for service
(29:48):
businesses.
When you're talking tohomeowners or people that are
making decisions around theirhome or around, you know there's
pest control, or you got totake Johnny to the orthodontist,
or you know when someone ispaying for services, you're
talking about people who are.
You know they have kids, theyhave families, they have careers
(30:10):
and they're not spending asmuch time on TikTok.
Now I have the number onebestselling book on TikTok
marketing and it was the numberone bestselling book on social
media for a little bit, and it'son TikTok.
So, yes, you can become viral,yes, you can be an influencer,
and there's examples of thosesorts of folks, but when we're
talking about lead gen or anordinary service business, the
(30:34):
bread and butter is going to besimple YouTube videos and just
simple posts on Facebook asshort form content, like these
Instagram reels and Instagrambeing part of Facebook and the
fact that you can boost thoseposts and turn them into lead
ads, and the fact that Facebookoptimizes to the lead, not just
to like a form or to a click orto a view.
(30:55):
The fact that TikTok is copyinghas copied directly.
Tiktok executive told me theydirectly copied Facebook lead
ads.
The fact that works just likeFacebook is not a coincidence.
So these are all servicebusinesses that are showing a
little bit of what they actuallydo, just like our concrete
(31:18):
floor got showing you know,here's the floor, the process of
building this floor and nowit's all beautiful and that
generates more leads of otherpeople that want the same thing.
So it goes back to if you canshow in short form video and
visually show like whatever youdo you work on people's teeth,
you mow their lawn, you do theirroof, you give counseling, like
(31:40):
whatever you do if you showyourself in the act visually of
doing that thing, then who careswhether it's YouTube or TikTok
or Instagram Reels or whatever?
Who cares if even your organicsucks and you only have 10
followers?
You don't have to have amillion followers.
I've got a million followers onsocial media.
It doesn't matter.
Because if you're just trying toservice people in your area, if
(32:02):
you're a real estate agent inTallahassee Florida, then you
want to show to people inTallahassee Florida that you're
the guy or girl right, and Ithink people try to.
They get so distracted with thewhole being an influencer thing
that they forget that, whateverthe percent is, 95% of
businesses are just regular,plain old local service
(32:23):
businesses.
They're not trying to get to100,000 followers, they just
want to generate more leads forthe thing that they do.
Let's dive a little deeper inthere and I can't agree more
with you, especially on theFacebook point.
I mean, it's not the newest,freshest, sexiest platform out
there, but it's where I get themost business, it's where I'm at
the most amount of money, getthe most traction across the
(32:44):
board.
It just works.
It just works for buyers.
But let's because I love deepdiving into funnels and you were
kind of alluding to some ofthis Maybe, if you feel
comfortable sharing actionabletakeaways for people what is a
specific step-by-step funnelthat a business owner could
(33:07):
leverage short form content tothen run paid ads on them for
lead gen?
And then what's the backendfunnel?
If you can deep dive into thatwith as much as you'd like to
share, it would be impactful.
Well, we've got multiple bookson it.
We've got a book that we'vesold 800,000 copies on Number
one on Facebook ads, with PerryMarshall, which goes into detail
(33:29):
.
But I'll just summarize becauseit's getting easier and easier
with tech.
Did you know that, when it comesto people that have expertise,
that are sharing their one tipon how to get, or when's the
best time to buy, a house, ifyou're a mortgage broker, right?
Or how often should I cut mylawn?
Or how do I pay less in taxesand you're a mortgage broker,
right?
Or how often should I cut mylawn?
Or, like you know how do I payless in taxes and you're a
financial planner?
(33:49):
Not in a singing, dancing youngadult, whatever I mean, just of
a professional who provides aservice.
Did you know the sweet spot is22 seconds.
Why, I don't know, probablysomething between 15 seconds,
which is like too short, and aminute, which is like you tell a
(34:13):
whole story in a minute, but in22 seconds that's enough time
to give one tip.
And I've interviewed people whohave six and a half million
followers on TikTok and whatnot,and like I was with Noah Briar
and he told me and Perry, I said, so what's the secret?
Do you have to be a young adult?
Do you have to be charismatic?
Do you have to have, like, coolcameras and all that?
And he said no, a young adult,you have to be charismatic, you
have to have cool cameras andall that.
And he said, no, you sufferfrom rambling old man syndrome
because you can't get to thepoint in 22 seconds.
(34:35):
So anyone who's not a youngadult and says they don't want
to sing and dance or whatever,can you give one of your
expertise?
Can you give one point in 22seconds?
Just one point.
And every time I've tried this,I've been with bestselling
authors, I've been with keynotespeakers, I've been with all
these kinds of people who arefamous and well-spoken.
And I'll say go ahead andexplain.
(34:55):
I got with the pilot and the guywho runs the Allegiant Pilots
Association and I said Alex, whyare legion pilots so mad right
now?
Right.
And he initially said well,there's this and there's this
and there's that.
No, no, no, no, no, no, no.
Quick answer, right.
And he said did you know thatus pilots are only paid when the
(35:17):
door is closed?
So when there's a delay, whenyou're waiting on the ground,
we're not being paid either.
Like, oh, there it is.
There's your 22 seconds and youhave another tip and you have
another tip.
So you take these tips, you putthem on whatever the channel is
and you boost it on Facebook,you boost it on TikTok, you can
boost on Twitter and you canboost to whatever the audience
(35:38):
is.
And so if you pass back throughthe conversion API, through Le
bridge, through whateverintegration that's native to
HubSpot, whatever your CRM is,you pass back, which ones become
an actual customer, then thealgorithm will drive you more of
that and it's literally thatsimple.
Can you provide a series of tips?
Can you show like Tommy Mellodoes garage doors?
(35:59):
He's now got a $300 million ayear business.
He's in 27 states and he'swalking around fixing garage
doors where the spring is, youknow?
And he said did you know thatyour, the garage door is the
smile to your house, like, oh,you're excited about us, kind of
clever, yeah, did you know?
(36:21):
And so he's walking around thehome and you know, like on the
bottom of the garage doorthere's that rubber that's
called the bottom rubber andsometimes it's like broken,
right, it's like cracked.
And he said did you know that,even if there's like half an
inch there, that's where thecockroaches and the mice get
into your house and that's whenthey come in and lay eggs and
multiply and all that and and?
(36:41):
So whenever you come to a newhouse, if you're a, a real
estate agent, come in and lookat the bottom rubber and if you
see that's that's, you know,broken, then you need to get
that fixed right, like, oh,that's a cool tip, okay.
And so just tip after tip aftertip, because the guy has done
thousands of garage doors, fixedthem himself, just like Roger
has done thousands and thousandsof toilets.
(37:02):
So, in your experience, can youcollect a 22-second story
literally with your cell phoneNot a professional videographer,
not a $90,000 red cameraliterally with your cell phone,
can you collect 22-secondstories and then put them out
there on Facebook, youtube,twitter, tiktok, quora, whatever
it is.
That's literally.
That's the thing.
(37:23):
Then you can run lead ads, youcan pay money, you pay money to
Google and Facebook and TikTokand all that.
But if you literally collectthese little stories, vertical
videos, pay money to thenetworks, track your conversions
by passing it back to thenetwork, pass it back to Google.
I've seen this work super, superwell.
It doesn't matter if you're achiropractor or a lawn care guy.
(37:46):
It's worked super well forpeople who are not charismatic.
For people who are not, I mean,think about how boring
repairing someone's airconditioner is.
We had these technicians andthey're out in the back and
they're like wow, it's 100degrees out in Las Vegas and
we're repairing Sarah's.
You know, sarah called becauseher air conditioner broke and
(38:07):
we're out here in her backyardand here's her thing and it's
old and you know, thank goodnessit's still covered by the
warranty and we're going to goahead and repair it and here's
what we're going to do.
I mean that's and thesetechnicians are thinking this is
really boring.
Yeah, but if you just literallyshow what you do in the city,
that you do it.
Today we're in Henderson,nevada, and we're in the Green
Hills area and blah, blah, blah,that's it.
(38:28):
Now we've placed it.
Now we show what's going on.
That's all we got to do.
That simple, such good advice.
I'm going to test that 22-secondvideo theory and see how they
perform.
For me, I think that's afascinating specific amount of
time for one tip.
I'm going to thoroughly testthat.
So thank you for that.
(38:48):
As we wind down here I've seenit go above a minute too, but
generally yeah, generally undera minute, because if it goes
above a minute, that meansyou're trying to say too many
things.
Yeah, I agree.
My anecdotal evidence has beena 49 second video that gets at
least 38 seconds of viewduration.
That has been my North Star,for me personally, because when
(39:12):
I hit those specific metrics Isee my videos take off 70, 80%
of the time, and so that's beenwhat I've focused on.
But I'm going to test the 22seconds because I think I can
get Go ahead.
We're trying to get the 22seconds because I think I can
get.
Go ahead.
We're trying to get the 35% tothe end of the video.
Now, your standard is wayhigher because you're a
(39:32):
professional video guy and soyou have to set the standard for
other people.
But what we found is that 35%of people to the end of the
video, or to like 95%, is reallywhat counts.
And my buddy, tom Breeze, who'sthe number one performance guy
spending money on you know whohe is he tested our dollar a day
strategy and he did this for MrBeast and Alex Hermosi and
(39:55):
these other guys.
He even let me record the Zoomtoo, which I thought was just
amazing, and he found the samekind of thing.
So on YouTube, for example, thevideos are longer.
They've been trending longer,as you know.
So he's trying to get to 35% onseven minutes, and he's just
found that when you get to 35%on seven minutes.
Those ones just tend to dobetter.
(40:15):
And then you look at where youget the spikes, where people are
replaying little parks, andthen those become the hooks.
You can isolate thoseparticular components, but
unless you look at the analyticsyou wouldn't know that.
That one little part, three anda half minutes in, where he
says and then the one piece ofadvice she gave me was this now
(40:36):
you wouldn't know like that wasthe thing that people click
rewind on right, but theanalytics tells you then you can
put that as you.
Now you can like mix and matchand use that one thing as a hook
that goes into a tip that thenhas a call to action and now you
have a three-part video hookbody.
Call to action.
Right.
Now you start to get fancy.
Now you have video editors andother people try to tune for
(40:59):
conversion and all that.
I find that's not evennecessary.
If you're playing at the localmarket, that's like junior
varsity.
You should be able to dunk oneverybody if it's junior varsity
.
Ecom, you got to be a littlemore sophisticated.
Makes sense.
Great, great actionable advicethere.
Thank you for that.
I want to talk about your Areyou Googleable audit service
here.
So you offer this awesome,incredible audit at
(41:23):
areyougogleablecom and, don'tworry, that link will be in the
show notes of this episode.
Can you briefly highlight andtalk about that?
Yeah, so Roger called me, or hetexted me in the middle of the
night Roger Wakefield, and hesaid Dennis, I've got this idea.
Are you Googleable?
And all these people they'replumbers, they're roofers,
they're electricians, they'renot showing up on Google and
(41:45):
they're paying $5,000 a month tothe SEO expert and not really
getting anything.
And so I just happened to be upand I texted him call me back
and he did.
And we spoke all night untilthe sun went up and I said I
love this idea of are youGoogleable?
Because you're intentionally notsaying SEO, which sounds like
(42:06):
it's a scam, but it's very easy,like, are you Googleable?
So if I Google, you know,dennis Yu, I Google Austin
Armstrong, there is a basketballcoach, I think, and there's
some other influencer.
Yeah, and like you know, so I'dsay are you Googleable for your
personal brand or your company?
(42:27):
Are you?
Are your videos showing up?
Your reviews?
Does your site load fast?
Like?
There's all these aspects ofGoogle, right?
Is there news about you?
Are there things about youremployees?
How's your social media?
How are your ads Like?
Those are all differentcomponents of how Googleable you
are, and I would like nothingmore than to turn the light on
(42:49):
in a dark room where all these Idon't want to say these digital
marketers are scammers, but allthese marketing companies, they
just we'll just say theyweren't trained very well and
they're going out and peddling aterrible service.
I have a friend who called metwo days ago $25 million a year,
roofer buying another companyfor 12 million and just like
growing his roofing company andhe was going to pay this guy
(43:11):
$5,000 a month to do SEO.
He's like I'm just a roofer, Idon't know anything about SEO,
I'm like 60 or whatever it isright.
And this guy was sellingcomplete garbage.
But with a simple audit, likeliterally in two minutes, I
could determine that there wasno SEO that was happening, and
on and on and on.
I have thousands of agenciesthat I coach, so I see it from
(43:33):
the other side too.
And so Roger and I said well,why don't we just create a
service and for $200, we willrun this whole audit and tell
you what's going on.
And in fact, if you're anagency like Josh Nelson runs a
seven figure coaching group,which is, all these agencies
right, arguably the best one.
And he said you know what?
It'd be really smart for theagencies to get the RU Google
(43:55):
report on behalf of theirclients, before the client then
says you know what, I ran thereport and now all these things
are broken.
So you know, austin, like, howCarfax works.
You can see, like was the thingin a wreck and was the engine
replaced, and so why don't wehave that for digital marketing?
Why don't we have a clearstandard?
If you're a local servicebusiness, if you're a, you know,
you're a real estate agent,you're a dentist, you have a
(44:17):
license, right.
You're a plumber, you have alicense.
You fly a plane.
You're a surgeon, you have toget licensed.
In digital marketing, there'sno such thing.
So, austin, I could justdeclare myself as an expert,
right.
And how would you know?
There's no city inspectorthat's going to come around.
Now we have an inspector, it'srugooglebullcom, and I love it.
I've done dozens of theseaudits.
(44:37):
It's so much fun, it's so good.
If you want to give it away forfree, I would even.
You know, you can choose, likeyou know, 10 people.
We'll give it away for freebecause we're not doing it for
the money.
All that money goes intoemploying young adults that we
have that are in our program andthen VAs that are in the
Philippines and other places.
You heard him everybody.
Go, click that link in thedescription reach out, and you
(44:59):
might just get some time withDennis.
I was uh, some some searches onmy name because we had talked
about this on a on a previouswebinar.
I have a unfortunately verycompetitive name.
There's a large uh influencerand the um, the florida gators
defensive coach, uh, football isaustin armstrong.
(45:19):
But when you search for austinarm or Austin Armstrong AI, I
dominate.
Yeah, but how many people aregoing to search that?
So we need to get you fourcitations.
Now the influencer, austinArmstrong, is going to be a
little tougher because I want tosay there's like 150 searches
per month or whatever on him.
(45:40):
But if you have more searchesper month than he does, then you
will demonstrate to Google thatyou.
Let's see if I got the number.
I'm sorry, no, it's 3,500searches per month on his name
and they want to know his age.
They want to know this.
I guess the wife, his TikTok,influence their birthday height,
all this other stuff on thisother guy.
And then there's the footballcoach yeah, but you can beat
(46:04):
these guys because you haveenough of an audience.
I think you can beat the 3,500a month if you structure your
data better, because I thinkyou're killing it on social
media because you do the shortform video.
But I think, from an SEOstandpoint, there's a lot more
things that you could do.
Yeah, I'm probably going tohave another conversation with
you on that.
I'll help you for free.
(46:25):
Just tell everyone about it,like what you're doing with
SocialTee Pro right, and eventhough Instagram doesn't pass
link juice, instagram carries areally strong signal, absolutely
.
I've always been a you havethese all my great content.
You're just and you're notusing schema correctly.
And then you're also ForbesCouncil.
(46:46):
I wouldn't do Forbes Councilbecause people know that Forbes
Agency Council.
It ranks though your TikTokcourse, your course on Teachable
.
I think you need to get yourweb properties up in par with
where your social is Very true.
I'm going to work on that withyou.
(47:06):
Well, yeah, yeah, yeah.
Part part two we'll we'll deepdive.
I want to be respectful of yourtime to ask.
This was so incredible.
I could chat with you for theentire day and ask selfless
questions.
But if anybody wants to workwith you, get ahold of you.
Anybody wants to work with you,get a hold of you, leverage
(47:29):
your knowledge.
What's the best way that theycan get a hold of you?
Well, you can go toareyougoogleablecom and get an
audit.
Or, because we practice what wepreach, literally Google my name
, dennis you, and you'll see aknowledge panel show up.
And we get knowledge panels forpeople who are not famous.
People say, oh, you got to befamous.
No, you don't.
Like my buddy here, dannyLiebrandt was brand new in
digital marketing.
He's got a knowledge panelright.
(47:50):
So you got to be Google-ableand there's a step-by-step
process.
Literally, do a search forknowledge panel, dennis Yu, and
you'll see our step-by-stepprocess.
Our whole thing is put it outthere, all the knowledge.
Just put it out there for freeCharge for services.
All of that will be in the shownotes.
I can't thank you enough.
This is one of those episodesthat I'm going to have to listen
(48:11):
to over again to just reallyfine tune and take those golden
nuggets and take action on them.
Dennis, any final words for thebusiness owner out there yeah,
meet people in person to createreal content on video, long form
, co-created content like this,because those experiences that
(48:33):
are in person and real can bechopped up by the AI.
Whatever, we don't know whatthe best AI tools are going to
be Right, maybe syllabi in ayear from now, but when you
build those experiences and havethose in the bank, at least it
can be used later.
So I'm creating content now fortools that I know don't yet
exist, and that's why, like foryour SEO and all this kind of
(48:55):
stuff, I'll fly out wherever youare and spend time with you
just to show that we practicewhat we preach and we know where
your SEO is.
Now we know that you're anabsolute boss, in short form,
and the AI tools.
I would love to see the samething happen on the Google side,
and I want to practice what wepreach and meet you in person,
do this for you and showeverybody.
(49:17):
We're going to make it happen.
Let's turn.
I don't want any of your money,I just want to do it.
Let's do it, man, let's do it.
Heck.
Yeah, yeah, we're gonna line itup.
We're gonna line it up, we'regonna do it.
I appreciate you, brother.
Thank you everybody again forlistening to another episode of
business talk.
I hope you took as much awayfrom this episode as I did.
(49:39):
If you learned something newtoday, leave us a five-star
review on wherever you listen topodcasts.
It helps us reach and inspiremore business owners, more
(50:02):
people, to create this episode.
If you found this episodeinspiring, consider leaving us a
five-star review on iTunes oryour favorite podcast listening
platform.
I know that's a lot to ask ofyou, but it really does help the
podcast reach more people.
Do you have any feedback aboutthe show or a guest you'd like
to recommend?
Email me at podcast atsocialtprocom.
(50:25):
Until next time.
The fact that TikTok has copied directly.
Tiktok executive told me theydirectly copied Facebook lead
ads.
Welcome back to Business Talk,a short form video marketing
podcast.
I'm your host, austin Armstrong, and on this show I interviewed
the best content creators andentrepreneurs who have leveraged
short form video to actuallydrive leads and sales.
(00:21):
In this podcast, we deep diveinto their tactical strategies
so that you can get actionabletakeaways.
You can connect with me acrosssocial media at SocialtyPro.
Today's episode is sponsored bymy company, syllabiio.
Syllabi is like having anAI-powered video marketing
agency in-house From findingtrending topics your potential
(00:45):
clients are searching for onlineto generating new video scripts
, creating AI videos however youwant them, a built-in video
editor and even directpublishing to your social media
accounts, syllabi has got youcovered.
You can get started with aseven-day free trial in the show
notes.
Let's jump into today's episode.
Today's guest is Dennis Yu, ceoof Blitzmetrics.
(01:09):
Dennis is a guy I've beenwatching and learning from
online for years.
This guy is truly a master.
He's an SEO master, especiallyin local business and in the
personal branding space.
He's an original search engineengineer from over 20 years ago,
has spent a billion dollarsthat's billion with a B across
(01:31):
Facebook and Google ads and ison a mission to create a million
jobs to help home servicebusinesses show up on Google.
He's also a legend on thespeaker track and travels all
around the world.
I am so excited to learn fromhim with you all today.
Dennis, thank you so much forjoining me.
(01:51):
Man Austin Moss, super cool tohang out with you.
Yeah, it's going to be a funconversation.
I'm so looking forward to this.
I have been following youonline for years.
As soon as I saw theopportunity to jump into that
private group SRS or somethinglike that I don't even remember
the name of it, it's just youand a bunch of other people and
(02:13):
I bought that thing instantly.
I was like lifetime access, 500bucks, access to Dennis Yu and
all of these other incrediblepeople.
That's a no-brainer offer forme.
So thank you so much for beinghere today.
Man, yeah, you're the boss.
You're the guy who's madethousands of videos.
I just learned from amazingpeople and I actually take
(02:35):
action on it.
I think that's one of the bigthings.
You know people.
People procrastinate and theythink they need to learn
everything endlessly and haveeverything be perfect before
they actually execute.
And I think you can learn alongthe way, but you have to take
action to get where you want togo.
So, dennis, I like to start allthe way at the beginning.
(02:55):
You've been doing onlinemarketing, digital marketing,
seo for decades at this point.
How did you get started in thatspace?
What interested you in it?
Well, I was a search engineengineer and it was all about
categorizing what's on theinternet.
And I remember one of my bossesat Yahoo who became the CEO at
LinkedIn, jeff Weiner.
He said that the goal was tocategorize the world's
(03:16):
information, and we said most ofthe world's information was not
on webpages, was not on socialmedia apps.
It was like in your head, itwas the stories that grandma had
.
It were all the stuff in yourshoe boxes with photos, and the
job was how do we take all thatinformation, in whatever format
(03:37):
it was, and put it in a digital,visible sort of way?
So when it came to like socialmedia or apps or ai, those are
just more tools, right, everyyear there's another set of
tools.
It was so hard 30 years ago tobuild web pages.
We didn't have wordpress or phpor facebook.
(03:57):
We didn't have cell phones thatcould take pictures.
Just shows you how old I am.
So it's just been a matter oftechnology making it easier and
easier to replicate what it'slike to have dinner with
somebody.
Right, I had Al Casey, who wasthe CEO of American Airlines, as
a mentor and I have all theseamazing experiences with him
(04:20):
since passed on, but I have noway of being able to show you,
austin, what that's like.
But with the people I do knowhere, it's so much easier to be
able to bring you along on theseexperiences.
I'm in Seattle today and Iwould love for you to come to
the Pike's Place Market andenjoy some seafood with me.
(04:40):
I can kind of almostapproximate what that's like, so
you can sort of experience itthrough an iPhone, but I view it
as technology's always makingit easier and easier to
approximate the true experience.
But the true experience hasnever changed.
The technology's just catchingup to it.
So that's my view over the last30 years.
That's such a great andpowerful insight because it
(05:04):
really is timeless.
The core fundamentals are thereand no matter how technology
changes or new systems that comeout, at its underlying, it is
that fundamental understandingthat will always allow you to
succeed and be relevant, alwaysallow you to succeed and be
(05:27):
relevant.
Now let's talk about the AIcomponent here for a little bit,
because this is sort of thenewest area that directly
impacts content not just SEO,but content across the board,
and Google kind of has alove-hate relationship with AI a
little bit.
It sort of impacts search,their core business model.
(05:47):
What are your thoughts on howAI is impacting discoverability
online and impacting SEO inparticular?
So I had three days of closeddoor meetings with Google
engineers and I signed theseNDAs where I'm not supposed to
say exactly what we talked about.
And also one of my neighbors isthe VP in charge of AI at
(06:12):
Google, so she has hundreds ofengineers and whenever we sit
down and have dinner to talkabout this sort of thing, she's
very opinionated about it.
So let me just put it this wayAI, in Google's viewpoint, is
not evil.
It's not something they'retrying to crush.
It's not something you getpenalized for just using.
It's not like you're notallowed to use it.
(06:34):
But here's how Google sees itand they're very clear about it.
They say that AI is justanother set of tools, just like
when Microsoft Word came out orthe HP, you know 82 or you know
whatever calculator or whateverkinds of tools.
The tools are just gettingbetter and better.
But when you use the tools totry to fool Google or to be lazy
(06:57):
or to invent things that aren'treal, then you're going to get
penalized, like those millionsof sites in the last couple of
weeks that got nailed on theMarch core updates and Google
has been saying if you wereusing these tools to be able to
showcase things that are real,as in E-E-A-T for those of us
that know about SEO, experience,your actual experiences,
(07:21):
expertise, authority, trust thatyou actually have the
experience as a Portland pestcontrol company that you
actually are, you know, whateverthe thing is that you say that
you do, is there proof that youactually do it?
And Google says if you're usingtools to help process that,
like you would a trustworthyassistant or a VA, you know.
(07:42):
If you use syllabi the rightway, if you start with the real
ingredients of real experience,then AI is your friend, because
you can think of AI as a layeron top of search.
Think of it this way becausepeople are like, oh, ai and all
this is going to kill Googlebecause the 10 blue links are
going away.
And now people are late andthey want the one answer, which
(08:02):
is the generated answer, thesynthesis.
But it's really this way.
Think of it like there's allthese filing cabinets, there's
all this data that has to becollected to then be put into a
search engine and then fromthere you can analyze those
results to give you the oneanswer.
Right?
I don't think I've never heardanybody say this.
You tell me if you have, butwhen I think about LLMs,
(08:27):
whatever flavor, it's taking allthese answers and giving you
the one consolidated answer.
So Google already has that, andit's called SGE search
generative experience.
And SGE is nothing more thantaking the search results, which
Google has a world-classexpertise.
No one is better than them inprocessing and arguably, as my
(08:47):
friend who's VP of this wholething, says, no one has a better
angle on the truth.
Right?
Because LLMs, just like,generate all kinds of stuff and
they hallucinate.
But if anybody were to saywho's closest at figuring out
what's true, what's factuallytrue, what's called canonical,
right, I would say it'd beGoogle, and I would agree.
And no one can process betterand cheaper than they can.
(09:10):
So they are intentionallywaiting to release this.
So people are saying, oh,google's slow and they're caught
behind the ball and they'recaught asleep.
No, they're not.
They're waiting.
I've seen what they've done andit's absolutely incredible and
I think they're just waiting forGPT-5 to come out this summer
and then they're trying topreempt Microsoft, basically,
(09:32):
which is OpenAI, the people whoare funding OpenAI and what
they're doing is they're takingthe knowledge graph which no one
has an advantage over them overthe knowledge graph and
ingesting all this informationabout what's going on in the
world over the knowledge graph,and ingesting all this
information about what's goingon in the world, and then
they're surfacing what arebasically dynamic knowledge
panels and those dynamic, thosecolored boxes.
(09:55):
Like, if you search Dennis Yu,you'll see those colored boxes.
Those are knowledge panels,right?
Every question you have will beanswered via these colored
boxes, not the 10 blue links.
So Google has known about this.
We knew that they were readyfor this two years ago when they
made this announcement aboutchanging E to E-E-A-T for those
of us that study what the searchengines are doing.
So I'm not coming at it from theangle of I'm biased towards the
(10:16):
search engines because I'vebeen a search engine engineer
for a quarter century, but I'veseen this progression of people
that are abusing tools and, asyou know, there's tons of hype
and all that.
I think you're doing it theright way, you know, with
syllabi.
But there's a lot of peoplethat want to just auto-generate
content, which is calledsynthetic content, and they're
going to get in trouble.
So that's why some people havethis love-hate thing Like I'm
(10:39):
not afraid of the police becauseI'm not breaking the rules.
Right, the criminals are afraidof the police.
Google's always had the sameset of rules which are very
reasonable, which are very clear, helpful content, eaa, ee18,
all these different kinds ofstandards, and folks like you
and I actually honor that.
(10:59):
We actually have realexperiences.
A lot of our friends, like mybuddy, greg Beebe, is a concrete
coding company in Waukesha,wisconsin, and he's got crews of
people that make shiny concretefloors.
He doesn't know a thing aboutthis internet AI thing, but he
does a really good job at makingshiny concrete floors.
You know, making your garagelook a certain way with the.
(11:19):
You know the shiny concretefloors Like.
That's the thing that he does,and AI is to his advantage
because his technicians aredocumenting what they're doing.
So clearly there is proof thathe does what he says he does in
Waukesha, wisconsin.
So good, there's so manyquestions that I want to unpack
there.
So let's start with.
(11:41):
Google has had failures in thepast.
They have had massive, bigfailures.
They've bet on things and theydon't always get it right.
Even though they have a lot ofdata, they have all the money in
the world, they still can getit wrong sometimes.
Do you think that they in thelong run, with these updates
(12:01):
that they're waiting on GPT-5 toroll out in order for them to
release, is going to put themahead in the AI race and the
direction that search is going?
And then sort of a follow-upquestion to that are you seeing
people now use more of theseAI-powered search engines to get
those quick answers, anychat-based LLM or something like
(12:25):
perplexity, which is a fastexperience?
Or do you think people, if youfad, he's trying to say that
they're going to be the Googlekiller because they're the
answer engine instead of thesearch engine?
I would go one step further,saying there's actually an
action engine, which is I don'twant the answer, I want the
thing done right.
Go ahead and take care of thetask.
(12:47):
Go ahead and build my website.
Go ahead and do these otherthings.
So, whether it's like search oranswer or an action, those are
all just semantics of peoplethat want stuff done for them.
So here's the way I look at it.
So you remember when Microsoft35 years ago they came out with
the OS and Windows and everyonethought they were so dominant
(13:07):
back then that nobody couldtouch them.
Right, and then there was likeYahoo or there was like Amazon
or any of these major playersthat look so big like Google or
Facebook, and whenever the nextlayer came, everyone thought,
wow, google's so dominant, noone could touch them Microsoft
(13:27):
or Facebook, they're so dominant.
But then what we discovered wasburr, then Facebook, because
that game has already been done.
I don't think anyone's going tobeat Amazon in shopping,
because that game's already beendone.
What's going on is there'slayers that are on top.
So you remember, back in thelate 90s, nokia dominated the
cell phone market.
(13:47):
Oh yeah, they rocked the wholething and people were like, yeah
, they own like 90 somethingpercent share and no one's going
to take, you know, maybeBlackberry or whatever.
There were no iPhones back then.
Yeah, but then large marketshare before you look at the
current model, current andmodern phones were they doing
better job, like doing more ofwhat Nokia was doing?
(14:09):
No, it's completely different,because today we use phones for
things other.
We don't even use it for thephone which is making phone
calls.
And with AI it's going to unlocka whole new range of things.
So people were thinking, oh,it's just going to kill Google
or whatever.
They don't realize that whennew technology happens, it's
going to unlock new things thatweren't possible.
When you look at thepredictions of the future back
(14:31):
in the 50s, they thought itwould just be more of the same
thing.
You know ovens and cars.
If you ask people before, therewere cars that they'd say, oh,
the new technology would behorses that would run faster or
have six legs or something.
No, it's something completelydifferent.
So in the world of AI, no oneseems to want to talk about
Jensen's wing.
(14:52):
Right?
I listen to Jensen.
When you want to hear about AI,listen to Jensen's wing.
He's the one who makes all theH100s.
Right, he's the guy right.
And he says what's going tohappen in AI is that the cost of
processing, when it goes downto basically zero, almost
anything can be possible.
So it's not that it's a bettersearch.
You can have any kind of movie,you can have any kind of
(15:15):
experience you can have.
I had dinner with a billionaireand he said energy is going to
be free, therefore, food isgoing to be free and
transportation is going to befree, all these things that lead
to UBI.
So I'm thinking about that,right, I'm not worried about is
perplexity going to kill Google?
So back to the originalquestion.
I think Google is going to makea lot of stumbles, like you saw
(15:37):
the stumble with their wokeimage video generator.
Yeah, exactly yeah, and there'sgoing to be more of that kind
of nonsense.
But I think at the core I meanI don't know, you never really
know I mean I thought Yahoo wasgoing to dominate.
We had a chance to buy Google,but we didn't.
But you know, whatever.
But I think that Google,because of their information
processing advantage, because ofthis model called the Four
(15:58):
Horsemen that you probably heardabout, google's they own search
.
It's pretty much indisputable.
And the next layer, with AI, isgoing to be something different
than search or shopping orhardware or video games or
whatever it is.
It's going to be somethingcompletely different.
We don't even know what that is.
(16:19):
That's what's so scary.
It's really interesting tothink about the possibilities.
You mentioned hardware.
I saw a lot of.
I don't know if you've beenpaying attention to the Rabbit
R1.
It's just a fascinatingAI-powered device and now
there's all sorts of wearablesthat are AI-powered that are
coming out, that are changingour world in real time Rather
(16:43):
than going to Google search.
I have the meta glasses and Ican say hey, meta, tell me about
this thing.
And they're releasingmultimodal very soon where you
can say what am I looking at,which I have, up to this point,
loved reverse image searching inyour phone.
(17:06):
You take a picture of somethingand you do a Google image
search built in.
Our world around us is changingfaster than anybody can
comprehend, but let's hone it into the local home service
business right now to preparethem for that future.
You are one of the pioneers thathelp people get online, get
(17:29):
found the non-tech, savvy personthat needs to be found locally,
based on the state of the worldright now and where most search
is happening.
What is the biggest opportunityright now that you think most
home service business owners aremissing out on?
If you're a home servicebusiness owners are missing out
on, if you're a home servicebusiness and you're worried
(17:50):
about AI and technology andtrying to keep up, I can't even
keep up.
I was the MC at a three-day AIconference in Chicago last week
where I got to hang out with allthe top people in AI and I feel
like there's all these cooltechnologies and tools so if I
can't keep up, I don't think anyof you guys can keep up.
(18:11):
But here's the one saving gracefrom having spent all this time
with the very top people in AINot me, just these other people
I've learned this one thing thisis the common thread, and maybe
I mean you probably alreadyknow this, but 99% of people
don't understand this.
When the AI is so powerful thatit can generate all kinds of
content and do all this kind ofstuff, the critical scarce
(18:34):
resource is relationships andpeople getting together in
person.
So if you're a home servicebusiness and your technicians
are out there on the roof,they're fixing toilets, they're
installing pools.
They're like Nilsson Silva.
I was with him two weeks ago inMiami and he's building the
roof.
They're fixing toilets, they'reinstalling pools.
They're like Nilsson Silva.
I was with him two weeks ago inMiami and he's building the
pool a million-dollar pool at an$18 million home of a personal
(18:55):
injury attorney Not a surpriseand he's showing how he's
actually doing it and histechnicians are showing this
sped-up cycle like digging thehole and plant you can see as
the pool is being built thiscrazy, gigantic thing, those
real experiences of people thatdo a good job, where you have
(19:16):
quality people that are trainedwell, that take good care of
their customers.
If that fundamentally is there,then what happens?
Well, that's going to result inthese signals of great reviews,
of people talking about you, ofsocial media mentions.
So I think of it as like, ifyou're an honest person and the
lie detector test gets smarterbecause it's able to look at
(19:38):
your breathing and your blinkingand your sweating and your
words and all these things, I'mnot worried about failing the
lie detector test, becausewhoever actually does the best
job, ai is going to make thatmore visible.
So the rich get richer.
So if you're a home servicebusiness, if you're any kind of
local service business, the AIis now going to be able to tell
(19:58):
whether you actually do a crappyjob as a roofer.
The AI can tell.
Like, if you are Anthony Hillin Indiana and you do tree
cutting and tree trimming andlandscaping, the AI meaning
everything that Google can pickup and everything else that the
AI can suck in from data sourcescan tell you actually do a good
(20:22):
tree trimming service inIndiana.
Right, 20 years ago, youwouldn't really know so when I
was at the search engine.
You know what the biggestproblem was?
Right, 20 years ago, youwouldn't really know so when I
was at the search engine.
You know what?
The biggest problem was?
Austin, when we were trying tolook at local businesses there
are millions of them.
We couldn't find anyinformation on pure plumbing in
Las Vegas, where they fixtoilets and broken leaky valves
(20:43):
and whatever.
It was literally this simple.
There was almost no informationabout them.
So, of the very littleinformation we could find, maybe
they had a Yelp review, maybesomeone built a website, maybe
they were in the Yelp pages.
We would just try to pull thisinformation and try to figure
out is this peer plumbing?
(21:04):
Do they have multiple locations?
Is this a competitor?
Is this a multiple locations?
Is this a competitor?
Is this a spammer?
Creating all this other stuff?
It was very hard to distinguishwhat was real, what wasn't, and
then, of what was real, we hadto associate this John Smith, is
this John Smith?
And that's surprisingly hard todo.
So now there's so muchinformation being gathered that
(21:25):
if you're a home servicebusiness or any kind of local
service business, it's easier toplace you locally.
You know why the us militarydoesn't want their soldiers
taking pictures or posting onsocial media.
Right, say that again.
Why does the us militaryprohibit soldiers from posting
on social media?
They don't want copycats.
They don't want the enemies toknow what they're working on.
(21:46):
Yeah, and like a soldier willpost, like an Instagram, you
know, a reel or a tweet orwhatever in that picture
includes the geo coordinates ofexactly where they are.
Yeah, you know the rightinformation.
That metadata is there.
So the fact that cell phones noware information collecting
(22:06):
devices makes it easier foranybody that can access that
information, whether it's an appor it's the search engine or
it's the AI.
The AI is nothing more than asecondary consumer of the search
engine outputs.
It's not like the AI has itsown source of data.
I don't think people realizethat AI, like without search
(22:27):
engines, that AI wouldn't bepossible, right?
Yeah, very true, it's like asearch engine within a search
engine, like the way to think ofit, right?
So if you're a local servicebusiness, if you're any kind,
any kind of business, any kindof product or service, you
should welcome the advancementsin AI if you do a good job for
(22:47):
your customers.
If I'll use it to invent allkinds of nonsense and hope that
you can trick the search engineor trick whoever and you're
never going to you're going toget nailed by trying to do that.
Absolutely.
I love that take and I want todive deeper into I think it's a
great pivot into talking aboutvideo.
You talked about sharingexamples of the actual process.
(23:10):
We have a great mutual friend,robert Wakefield, who has become
just a master of videoing hiscraft over the last several
years and now helping otherpeople other plumbers, other
service professionals do that aswell.
I've been a huge advocate ofleveraging video in search for
(23:34):
the last decade now, so not aslong as your experience.
But where do you find thatvideo ties into search in
today's world and theopportunity there for home
service businesses to be foundby leveraging video and
documenting their process?
So I had a conversation withthe head of search quality at
(23:56):
Google about this, about videoin particular.
Did you know that YouTube is aseparate algorithm from the
regular search algorithm, eventhough it is all combined
together as part of universalsearch?
When you do a search and,because of that, things that you
do to try to rank in YouTube.
Surprisingly, roger Wakefieldhas more subs than you.
(24:17):
I thought you were prettyamazing at about half a million.
But what he does is he says youknow what.
You'll see him say this all thetime in videos with me or
whatnot.
And he'll say I'm just aplumber Technically.
That's true, but if you typeinto YouTube, meet the toilet,
right, his videos are all at thetop and so what he's done is
(24:38):
taken his actual experience andput it into YouTube.
It wasn't because of fancyediting, it wasn't because of
the AI tools.
It wasn't because of fancyediting, it wasn't because of
the AI tools.
It was because he, literallyhe's made thousands of videos
about plumbing, about everypossible topic of plumbing.
Just like you have on shortform content, you have thousands
of videos.
I have thousands of videos aboutdigital marketing and most of
(25:01):
them the ones that get the mosttraffic are the ones that have
no editing at all becausethey're authentic, real
experiences that were taken onthe spot Me and Jake Paul at his
house hanging out talking abouthow to be an influencer.
That's a real experience thatwasn't even shot on fancy
equipment.
Roger says he's just a plumber,but he has so much actual
(25:23):
experience that's been madevisible to YouTube, which then
spills over, kind of into Googlesearch results and Facebook and
TikTok.
He's blown up.
On TikTok it's just the samething being packaged differently
.
So if I'm using a syllabi or adescriptor, whatever, I can have
the AI, as like what I wouldhave done with a VA in the
(25:45):
Philippines, to do that kind ofwork for me.
So, if anything, I'm creatinginformation gain.
That's the thing that thesearch engine folks are talking
about from the last couplemonths.
Information gain, which istaking my real experiences and
then trying to concentrate it insuch a way that it's actually
higher quality and moreconcentrated than the raw
(26:07):
instead of synthetic, which isjust generate 15 videos about
whatever using this AI avatar,using my voice and image.
So an example of informationgain is so Roger's made
thousands of videos Like how doyou become a plumber, how do you
get a job in the trades, how doyou use this leak detection
tool to be able to figure outwhere the leak is, and so he's
(26:29):
made all these videos in English.
But he's used these AI toolswhich Daryl Eves has given us
access to, which haven't comeout, apparently, and now they're
translated into Spanish and allthese other languages.
That creates information gainand it's not fake content.
It's starting from real contentthat uses AI to process it into
(26:51):
other forms.
So Google's not going to frownupon that as like scaled content
, which is the thing that'sgetting nailed right now, or
this auto-generated try to foolthe search engine.
Make a thousand videos aboutrandom, you know now, thousands
of webpages about whatever.
It's not, because it's alwaysstarting from the seed of
something real, so fascinatingthere.
Yeah, I have heard the rumblingsof the dubbing into different
(27:16):
languages.
That's eventually going to be anative YouTube feature, which I
find fascinating.
I mean, there's tools like 11labs and HeyGen now will take
your video and not only takeyour vocal patterns and
translate it, but to move yourlips and your mouth to the
(27:37):
speech pattern in those otherlanguages and to walk and talk,
not just like the camera righthere, like this, but but as
you're moving, as you're in adifferent environment, actually
do that.
That's incredible.
Like, put me at the beat aswe're talking about this and it
does that.
Yeah, agents walking avatarsand the streaming avatars are
(27:58):
fantastic.
They, they are, and evensynthesia's new expressive
avatars I don't know if you sawthe those.
They were just uh announced lastweek.
Yeah, it's been one of the the.
If you saw the those, they werejust uh announced last week.
Yeah, it's been one of the the.
Yeah, I saw that, but they'retoo expensive.
Synthesia charges too muchmoney.
Yeah, it's, it's true.
It's it's true.
They're going after a differentmarket, but we've been two years
(28:19):
now.
Yeah, yeah, you know what.
A year from now, it's going tobe a completely different set of
players.
Oh, absolutely, the.
The technology is moving soquick.
We're even developing thetechnology in-house at syllabi
as well, but it's just going tobe.
It's a fascinating world.
The lines are blurring betweencontent creation expertise and
(29:00):
AI.
I don't know where it's goingto go.
It's fascinating.
I definitely agree with youthat it'll all come back to
in-person experiences,communication, real bonding,
expertise.
I could go down in an endlessrabbit hole on that.
For a little bit, though, whatplatforms are you seeing with
your clients that are gettingthe most amount of traction as
far as being able to generateleads and sales?
Roger's killing it on TikTok.
There's a lot of businesses,local businesses, crushing it on
(29:25):
TikTok YouTube Shorts,instagram Reels, but from your
insights and your perspective,what are the platforms that are
generating the most leadsspecifically for short form
video right now.
I think it's a combination ofYouTube Shorts and just regular
Facebook posts, and the reasonwhy is that for service
(29:48):
businesses.
When you're talking tohomeowners or people that are
making decisions around theirhome or around, you know there's
pest control, or you got totake Johnny to the orthodontist,
or you know when someone ispaying for services, you're
talking about people who are.
You know they have kids, theyhave families, they have careers
(30:10):
and they're not spending asmuch time on TikTok.
Now I have the number onebestselling book on TikTok
marketing and it was the numberone bestselling book on social
media for a little bit, and it'son TikTok.
So, yes, you can become viral,yes, you can be an influencer,
and there's examples of thosesorts of folks, but when we're
talking about lead gen or anordinary service business, the
(30:34):
bread and butter is going to besimple YouTube videos and just
simple posts on Facebook asshort form content, like these
Instagram reels and Instagrambeing part of Facebook and the
fact that you can boost thoseposts and turn them into lead
ads, and the fact that Facebookoptimizes to the lead, not just
to like a form or to a click orto a view.
(30:55):
The fact that TikTok is copyinghas copied directly.
Tiktok executive told me theydirectly copied Facebook lead
ads.
The fact that works just likeFacebook is not a coincidence.
So these are all servicebusinesses that are showing a
little bit of what they actuallydo, just like our concrete
(31:18):
floor got showing you know,here's the floor, the process of
building this floor and nowit's all beautiful and that
generates more leads of otherpeople that want the same thing.
So it goes back to if you canshow in short form video and
visually show like whatever youdo you work on people's teeth,
you mow their lawn, you do theirroof, you give counseling, like
(31:40):
whatever you do if you showyourself in the act visually of
doing that thing, then who careswhether it's YouTube or TikTok
or Instagram Reels or whatever?
Who cares if even your organicsucks and you only have 10
followers?
You don't have to have amillion followers.
I've got a million followers onsocial media.
It doesn't matter.
Because if you're just trying toservice people in your area, if
(32:02):
you're a real estate agent inTallahassee Florida, then you
want to show to people inTallahassee Florida that you're
the guy or girl right, and Ithink people try to.
They get so distracted with thewhole being an influencer thing
that they forget that, whateverthe percent is, 95% of
businesses are just regular,plain old local service
(32:23):
businesses.
They're not trying to get to100,000 followers, they just
want to generate more leads forthe thing that they do.
Let's dive a little deeper inthere and I can't agree more
with you, especially on theFacebook point.
I mean, it's not the newest,freshest, sexiest platform out
there, but it's where I get themost business, it's where I'm at
the most amount of money, getthe most traction across the
(32:44):
board.
It just works.
It just works for buyers.
But let's because I love deepdiving into funnels and you were
kind of alluding to some ofthis Maybe, if you feel
comfortable sharing actionabletakeaways for people what is a
specific step-by-step funnelthat a business owner could
(33:07):
leverage short form content tothen run paid ads on them for
lead gen?
And then what's the backendfunnel?
If you can deep dive into thatwith as much as you'd like to
share, it would be impactful.
Well, we've got multiple bookson it.
We've got a book that we'vesold 800,000 copies on Number
one on Facebook ads, with PerryMarshall, which goes into detail
(33:29):
.
But I'll just summarize becauseit's getting easier and easier
with tech.
Did you know that, when it comesto people that have expertise,
that are sharing their one tipon how to get, or when's the
best time to buy, a house, ifyou're a mortgage broker, right?
Or how often should I cut mylawn?
Or how do I pay less in taxesand you're a mortgage broker,
right?
Or how often should I cut mylawn?
Or, like you know how do I payless in taxes and you're a
financial planner?
(33:49):
Not in a singing, dancing youngadult, whatever I mean, just of
a professional who provides aservice.
Did you know the sweet spot is22 seconds.
Why, I don't know, probablysomething between 15 seconds,
which is like too short, and aminute, which is like you tell a
(34:13):
whole story in a minute, but in22 seconds that's enough time
to give one tip.
And I've interviewed people whohave six and a half million
followers on TikTok and whatnot,and like I was with Noah Briar
and he told me and Perry, I said, so what's the secret?
Do you have to be a young adult?
Do you have to be charismatic?
Do you have to have, like, coolcameras and all that?
And he said no, a young adult,you have to be charismatic, you
have to have cool cameras andall that.
And he said, no, you sufferfrom rambling old man syndrome
because you can't get to thepoint in 22 seconds.
(34:35):
So anyone who's not a youngadult and says they don't want
to sing and dance or whatever,can you give one of your
expertise?
Can you give one point in 22seconds?
Just one point.
And every time I've tried this,I've been with bestselling
authors, I've been with keynotespeakers, I've been with all
these kinds of people who arefamous and well-spoken.
And I'll say go ahead andexplain.
(34:55):
I got with the pilot and the guywho runs the Allegiant Pilots
Association and I said Alex, whyare legion pilots so mad right
now?
Right.
And he initially said well,there's this and there's this
and there's that.
No, no, no, no, no, no, no.
Quick answer, right.
And he said did you know thatus pilots are only paid when the
(35:17):
door is closed?
So when there's a delay, whenyou're waiting on the ground,
we're not being paid either.
Like, oh, there it is.
There's your 22 seconds and youhave another tip and you have
another tip.
So you take these tips, you putthem on whatever the channel is
and you boost it on Facebook,you boost it on TikTok, you can
boost on Twitter and you canboost to whatever the audience
(35:38):
is.
And so if you pass back throughthe conversion API, through Le
bridge, through whateverintegration that's native to
HubSpot, whatever your CRM is,you pass back, which ones become
an actual customer, then thealgorithm will drive you more of
that and it's literally thatsimple.
Can you provide a series of tips?
Can you show like Tommy Mellodoes garage doors?
(35:59):
He's now got a $300 million ayear business.
He's in 27 states and he'swalking around fixing garage
doors where the spring is, youknow?
And he said did you know thatyour, the garage door is the
smile to your house, like, oh,you're excited about us, kind of
clever, yeah, did you know?
(36:21):
And so he's walking around thehome and you know, like on the
bottom of the garage doorthere's that rubber that's
called the bottom rubber andsometimes it's like broken,
right, it's like cracked.
And he said did you know that,even if there's like half an
inch there, that's where thecockroaches and the mice get
into your house and that's whenthey come in and lay eggs and
multiply and all that and and?
(36:41):
So whenever you come to a newhouse, if you're a, a real
estate agent, come in and lookat the bottom rubber and if you
see that's that's, you know,broken, then you need to get
that fixed right, like, oh,that's a cool tip, okay.
And so just tip after tip aftertip, because the guy has done
thousands of garage doors, fixedthem himself, just like Roger
has done thousands and thousandsof toilets.
(37:02):
So, in your experience, can youcollect a 22-second story
literally with your cell phoneNot a professional videographer,
not a $90,000 red cameraliterally with your cell phone,
can you collect 22-secondstories and then put them out
there on Facebook, youtube,twitter, tiktok, quora, whatever
it is.
That's literally.
That's the thing.
(37:23):
Then you can run lead ads, youcan pay money, you pay money to
Google and Facebook and TikTokand all that.
But if you literally collectthese little stories, vertical
videos, pay money to thenetworks, track your conversions
by passing it back to thenetwork, pass it back to Google.
I've seen this work super, superwell.
It doesn't matter if you're achiropractor or a lawn care guy.
(37:46):
It's worked super well forpeople who are not charismatic.
For people who are not, I mean,think about how boring
repairing someone's airconditioner is.
We had these technicians andthey're out in the back and
they're like wow, it's 100degrees out in Las Vegas and
we're repairing Sarah's.
You know, sarah called becauseher air conditioner broke and
(38:07):
we're out here in her backyardand here's her thing and it's
old and you know, thank goodnessit's still covered by the
warranty and we're going to goahead and repair it and here's
what we're going to do.
I mean that's and thesetechnicians are thinking this is
really boring.
Yeah, but if you just literallyshow what you do in the city,
that you do it.
Today we're in Henderson,nevada, and we're in the Green
Hills area and blah, blah, blah,that's it.
(38:28):
Now we've placed it.
Now we show what's going on.
That's all we got to do.
That simple, such good advice.
I'm going to test that 22-secondvideo theory and see how they
perform.
For me, I think that's afascinating specific amount of
time for one tip.
I'm going to thoroughly testthat.
So thank you for that.
(38:48):
As we wind down here I've seenit go above a minute too, but
generally yeah, generally undera minute, because if it goes
above a minute, that meansyou're trying to say too many
things.
Yeah, I agree.
My anecdotal evidence has beena 49 second video that gets at
least 38 seconds of viewduration.
That has been my North Star,for me personally, because when
(39:12):
I hit those specific metrics Isee my videos take off 70, 80%
of the time, and so that's beenwhat I've focused on.
But I'm going to test the 22seconds because I think I can
get Go ahead.
We're trying to get the 22seconds because I think I can
get.
Go ahead.
We're trying to get the 35% tothe end of the video.
Now, your standard is wayhigher because you're a
(39:32):
professional video guy and soyou have to set the standard for
other people.
But what we found is that 35%of people to the end of the
video, or to like 95%, is reallywhat counts.
And my buddy, tom Breeze, who'sthe number one performance guy
spending money on you know whohe is he tested our dollar a day
strategy and he did this for MrBeast and Alex Hermosi and
(39:55):
these other guys.
He even let me record the Zoomtoo, which I thought was just
amazing, and he found the samekind of thing.
So on YouTube, for example, thevideos are longer.
They've been trending longer,as you know.
So he's trying to get to 35% onseven minutes, and he's just
found that when you get to 35%on seven minutes.
Those ones just tend to dobetter.
(40:15):
And then you look at where youget the spikes, where people are
replaying little parks, andthen those become the hooks.
You can isolate thoseparticular components, but
unless you look at the analyticsyou wouldn't know that.
That one little part, three anda half minutes in, where he
says and then the one piece ofadvice she gave me was this now
(40:36):
you wouldn't know like that wasthe thing that people click
rewind on right, but theanalytics tells you then you can
put that as you.
Now you can like mix and matchand use that one thing as a hook
that goes into a tip that thenhas a call to action and now you
have a three-part video hookbody.
Call to action.
Right.
Now you start to get fancy.
Now you have video editors andother people try to tune for
(40:59):
conversion and all that.
I find that's not evennecessary.
If you're playing at the localmarket, that's like junior
varsity.
You should be able to dunk oneverybody if it's junior varsity
.
Ecom, you got to be a littlemore sophisticated.
Makes sense.
Great, great actionable advicethere.
Thank you for that.
I want to talk about your Areyou Googleable audit service
here.
So you offer this awesome,incredible audit at
(41:23):
areyougogleablecom and, don'tworry, that link will be in the
show notes of this episode.
Can you briefly highlight andtalk about that?
Yeah, so Roger called me, or hetexted me in the middle of the
night Roger Wakefield, and hesaid Dennis, I've got this idea.
Are you Googleable?
And all these people they'replumbers, they're roofers,
they're electricians, they'renot showing up on Google and
(41:45):
they're paying $5,000 a month tothe SEO expert and not really
getting anything.
And so I just happened to be upand I texted him call me back
and he did.
And we spoke all night untilthe sun went up and I said I
love this idea of are youGoogleable?
Because you're intentionally notsaying SEO, which sounds like
(42:06):
it's a scam, but it's very easy,like, are you Googleable?
So if I Google, you know,dennis Yu, I Google Austin
Armstrong, there is a basketballcoach, I think, and there's
some other influencer.
Yeah, and like you know, so I'dsay are you Googleable for your
personal brand or your company?
(42:27):
Are you?
Are your videos showing up?
Your reviews?
Does your site load fast?
Like?
There's all these aspects ofGoogle, right?
Is there news about you?
Are there things about youremployees?
How's your social media?
How are your ads Like?
Those are all differentcomponents of how Googleable you
are, and I would like nothingmore than to turn the light on
(42:49):
in a dark room where all these Idon't want to say these digital
marketers are scammers, but allthese marketing companies, they
just we'll just say theyweren't trained very well and
they're going out and peddling aterrible service.
I have a friend who called metwo days ago $25 million a year,
roofer buying another companyfor 12 million and just like
growing his roofing company andhe was going to pay this guy
(43:11):
$5,000 a month to do SEO.
He's like I'm just a roofer, Idon't know anything about SEO,
I'm like 60 or whatever it isright.
And this guy was sellingcomplete garbage.
But with a simple audit, likeliterally in two minutes, I
could determine that there wasno SEO that was happening, and
on and on and on.
I have thousands of agenciesthat I coach, so I see it from
(43:33):
the other side too.
And so Roger and I said well,why don't we just create a
service and for $200, we willrun this whole audit and tell
you what's going on.
And in fact, if you're anagency like Josh Nelson runs a
seven figure coaching group,which is, all these agencies
right, arguably the best one.
And he said you know what?
It'd be really smart for theagencies to get the RU Google
(43:55):
report on behalf of theirclients, before the client then
says you know what, I ran thereport and now all these things
are broken.
So you know, austin, like, howCarfax works.
You can see, like was the thingin a wreck and was the engine
replaced, and so why don't wehave that for digital marketing?
Why don't we have a clearstandard?
If you're a local servicebusiness, if you're a, you know,
you're a real estate agent,you're a dentist, you have a
(44:17):
license, right.
You're a plumber, you have alicense.
You fly a plane.
You're a surgeon, you have toget licensed.
In digital marketing, there'sno such thing.
So, austin, I could justdeclare myself as an expert,
right.
And how would you know?
There's no city inspectorthat's going to come around.
Now we have an inspector, it'srugooglebullcom, and I love it.
I've done dozens of theseaudits.
(44:37):
It's so much fun, it's so good.
If you want to give it away forfree, I would even.
You know, you can choose, likeyou know, 10 people.
We'll give it away for freebecause we're not doing it for
the money.
All that money goes intoemploying young adults that we
have that are in our program andthen VAs that are in the
Philippines and other places.
You heard him everybody.
Go, click that link in thedescription reach out, and you
(44:59):
might just get some time withDennis.
I was uh, some some searches onmy name because we had talked
about this on a on a previouswebinar.
I have a unfortunately verycompetitive name.
There's a large uh influencerand the um, the florida gators
defensive coach, uh, football isaustin armstrong.
(45:19):
But when you search for austinarm or Austin Armstrong AI, I
dominate.
Yeah, but how many people aregoing to search that?
So we need to get you fourcitations.
Now the influencer, austinArmstrong, is going to be a
little tougher because I want tosay there's like 150 searches
per month or whatever on him.
(45:40):
But if you have more searchesper month than he does, then you
will demonstrate to Google thatyou.
Let's see if I got the number.
I'm sorry, no, it's 3,500searches per month on his name
and they want to know his age.
They want to know this.
I guess the wife, his TikTok,influence their birthday height,
all this other stuff on thisother guy.
And then there's the footballcoach yeah, but you can beat
(46:04):
these guys because you haveenough of an audience.
I think you can beat the 3,500a month if you structure your
data better, because I thinkyou're killing it on social
media because you do the shortform video.
But I think, from an SEOstandpoint, there's a lot more
things that you could do.
Yeah, I'm probably going tohave another conversation with
you on that.
I'll help you for free.
(46:25):
Just tell everyone about it,like what you're doing with
SocialTee Pro right, and eventhough Instagram doesn't pass
link juice, instagram carries areally strong signal, absolutely
.
I've always been a you havethese all my great content.
You're just and you're notusing schema correctly.
And then you're also ForbesCouncil.
(46:46):
I wouldn't do Forbes Councilbecause people know that Forbes
Agency Council.
It ranks though your TikTokcourse, your course on Teachable
.
I think you need to get yourweb properties up in par with
where your social is Very true.
I'm going to work on that withyou.
(47:06):
Well, yeah, yeah, yeah.
Part part two we'll we'll deepdive.
I want to be respectful of yourtime to ask.
This was so incredible.
I could chat with you for theentire day and ask selfless
questions.
But if anybody wants to workwith you, get ahold of you.
Anybody wants to work with you,get a hold of you, leverage
(47:29):
your knowledge.
What's the best way that theycan get a hold of you?
Well, you can go toareyougoogleablecom and get an
audit.
Or, because we practice what wepreach, literally Google my name
, dennis you, and you'll see aknowledge panel show up.
And we get knowledge panels forpeople who are not famous.
People say, oh, you got to befamous.
No, you don't.
Like my buddy here, dannyLiebrandt was brand new in
digital marketing.
He's got a knowledge panelright.
(47:50):
So you got to be Google-ableand there's a step-by-step
process.
Literally, do a search forknowledge panel, dennis Yu, and
you'll see our step-by-stepprocess.
Our whole thing is put it outthere, all the knowledge.
Just put it out there for freeCharge for services.
All of that will be in the shownotes.
I can't thank you enough.
This is one of those episodesthat I'm going to have to listen
(48:11):
to over again to just reallyfine tune and take those golden
nuggets and take action on them.
Dennis, any final words for thebusiness owner out there yeah,
meet people in person to createreal content on video, long form
, co-created content like this,because those experiences that
(48:33):
are in person and real can bechopped up by the AI.
Whatever, we don't know whatthe best AI tools are going to
be Right, maybe syllabi in ayear from now, but when you
build those experiences and havethose in the bank, at least it
can be used later.
So I'm creating content now fortools that I know don't yet
exist, and that's why, like foryour SEO and all this kind of
(48:55):
stuff, I'll fly out wherever youare and spend time with you
just to show that we practicewhat we preach and we know where
your SEO is.
Now we know that you're anabsolute boss, in short form,
and the AI tools.
I would love to see the samething happen on the Google side,
and I want to practice what wepreach and meet you in person,
do this for you and showeverybody.
(49:17):
We're going to make it happen.
Let's turn.
I don't want any of your money,I just want to do it.
Let's do it, man, let's do it.
Heck.
Yeah, yeah, we're gonna line itup.
We're gonna line it up, we'regonna do it.
I appreciate you, brother.
Thank you everybody again forlistening to another episode of
business talk.
I hope you took as much awayfrom this episode as I did.
(49:39):
If you learned something newtoday, leave us a five-star
review on wherever you listen topodcasts.
It helps us reach and inspiremore business owners, more
(50:02):
people, to create this episode.
If you found this episodeinspiring, consider leaving us a
five-star review on iTunes oryour favorite podcast listening
platform.
I know that's a lot to ask ofyou, but it really does help the
podcast reach more people.
Do you have any feedback aboutthe show or a guest you'd like
to recommend?
Email me at podcast atsocialtprocom.
(50:25):
Until next time.
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