I am joined by Bill King, the Head of Marketing at Frase.io – an artificial intelligence platform that helps businesses drive more organic traffic & improve their website user experience. In this episode, Bill King talks about the evolution of Googles Search Engine Results Page (SERP) and how it can affect your business. Bill shares his experience from the past and how he is now the head of Marketing at Frase.io. We discuss what entrepreneurs need to know when going into 2021 to get the most out of Google’s SERP.
Date: October 21, 2020
Episode: 53
Title: Norman Farrar Introduces Bill King, Director of Marketing at Frase.io – an Artificial Intelligence Platform that Helps Businesses Drive Organic Traffic and Improve Website User Experience.
Subtitle: Focus on being the best creator you possibly can be
Final Show Link: https://lunchwithnorm.com/episodes/episode-53-winning-on-google-the-era-of-no-clicks-w-bill-king/
In this episode of Lunch With Norm…, Norman Farrar introduces Bill King, Director of Marketing at Frase.io – an artificial intelligence platform that helps businesses drive organic traffic and improve website user experience.
Bill King was a former professional poker player turned into marketer, investor and tech geek. He discussed the strategies on how to rank on Google and some tips in finding the right content for your business.
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Norman 0:01
Hey, everybody is Norman Farrar, a.k.a. The Beard Guy here and welcome to another Lunch With Norm, the rise of the micro brands.
Norman 0:20
Alright, today’s guest is head of marketing over at Frase.io, Bill King and Bill and I are going to be talking about the evolution of Google search engine results pages, and what entrepreneurs need to change going into 2021. One of the things which is really cool, we always talk about content and Bill is an expert on content, his app is an expert on curating content, we’re gonna get into the app later on. Again, we don’t have an affiliate fee for this. We ended up buying this app for our content marketing company. That’s how good it is. So anyways, we’ll touch base on that a little bit later on in the episode. But for now, we’re going to be talking about Google and some of the changes. So before we get to Bill, we are broadcasting to you live on Facebook, YouTube, and LinkedIn and if you’re watching our replay, skip ahead, you don’t have to listen to this and if you’re watching on my personal Facebook page, head over to the fan page, which has the whole episode as well as highlights and video content. Okay, where’s my son?
Kelsey 1:36
Hello. Hello, everyone. Welcome coming out. Oh, you see me? Am I lagging again?
Norman 1:43
No. You’re good right now. There.
Kelsey 1:44
Okay. Perfect. Alright. So if you’re watching right now, wherever you’re watching from if YouTube or Facebook, or where else LinkedIn, hit that like button. Let’s get those likes early and yes.
Norman 1:57
Can I do this one? Can I just do it?
Kelsey 1:59
Yeah, you can say it.
Norman 2:01
You can smash
Kelsey 2:02
Smash the like button. Yes. Alright. It looks like we have Dr. Koz joining us and Raja. Welcome, everyone.
Norman 2:10
Hey, guys.
Kelsey 2:12
It’s good to hear from you guys. So let’s see where we go with this. Facebook, our Facebook group, Amazon or Lunch With Norm Amazon FBA and e commerce collective. We just opened it last week. So feel free to go over and join the page. We go over tips, advice questions. We want to make it like a community. So yep, please feel free to head over there. I put the link in the comment section already. So right here, I’ll put this in the personal Facebook profile too, but it’s right here and yeah, like and share if you want to.
Norman 2:48
Hold it. Oh my gosh. Coffee.
Norman 2:52
It’s almost that time to sit back, relax, enjoy a cup of coffee.
Kelsey 2:55
That’s right. Okay, great. Awesome and let us know where you’re watching from. We always love to hear, put in the comment sections. I’ll be controlling everything behind the scenes and I love to hear from you guys.
Norman 3:07
Okay, and I got to give a plug.
Norman 3:09
I’ve just started drinking bulletproof coffee and I gotta tell you, it is everything that they say, it’s fantastic. Just a plug.
Norman 3:20
I have nothing to do with bulletproof coffee.
Kelsey 3:22
If there’s any bulletproof coffee people out there, we’re looking for sponsors. So there we go. Alright, and Simon welcome, Simon. Bonjour to you, too.
Norman 3:33
Hey, Simon.
Kelsey 3:34
Yeah, that’s it for me.
Norman 3:36
Okay, so if you do have any questions, or have any questions or comments, just throw them in the comment area, and we’ll get back to you, hopefully during the show, as well as after the show. So now it’s Yeah, it’s that time. Sit back, relax, and grab a cup of bulletproof coffee and enjoy the show. Alright. So today, Bill, where are you? There he is.
Bill 4:01
Hey Norm. How are you doing? Cheers? Coffee Cheers.
Norman 4:03
Coffee Cheers.
Norman 4:05
There we go.
Bill 4:07
Thank you for having me on. I appreciate it. I’m looking forward to getting to know the audience a bit.
Norman 4:11
Yeah, this is gonna be really interesting because we have a mixture of Amazon and online sellers that typically tune into the podcast and this goes right across the board and what we’re trying to tell, especially when we’re working with the Amazon sellers, how important it is to gain trust and authority on Google, especially if you’re a micro brand, so that people will buy. They’ll go to Amazon to look at your listing, then they try to figure out who you are and if you don’t have that authority, you don’t have the trust and you lose the sale. So I’m glad that we’re going to be touching on this topic today. It’s perfect timing, especially in q4.
Bill 4:54
Absolutely Yeah, I am my background. I actually started my marketing career as a journalist and was a bit mostly focused on creating new content and I sort of stumbled into the internet marketing world as a means to get more traffic to my website and that has resulted in me working at a company that helps people get more success doing exactly that. So excited to talk about a couple examples today.
Norman 5:18
So why don’t we talk a little bit about the company? The company name is Frase.io. What’s it all about?
Bill 5:26
Yes, Fraise basically takes all the friction out of your process from going from a keyword all the way to having a beautifully well researched performing article in search. So I can totally relate to this having coming from a content background, what we do is we extract all the relevant information that you would need to be able to create a great article that performs in search, but also is great for your readers to dive a little bit more into and then we’ve also got another side of the business too, which is we have a artificial intelligence chat product that is different from traditional chat bots, where they have rules based goals. Where you’re looking at, let’s say, like booking a meeting with your sales team or submitting a support case, etc. Our bot basically crawls your website content, creates a Knowledge Graph based on our artificial intelligence, technology and then you can deliver the answers that your website content already has in it. So it’s nice, and it’s very, very easy for folks to get started and then if you use the content tools, and you continue to create content your audience wants, the chat side of the product actually increases in value over time, as you answer more questions that people are asking on your website and in search.
Norman 6:44
Very cool. I had no idea that you guys were doing that side of it as well.
Norman 6:50
We’ll have to talk a little bit about that after.
Bill 6:53
Yeah, that’s good.
Norman 6:54
Alright. So why don’t we just dig right into this? So let’s talk about the evolution of search engine results pages. So give us a little bit of background on that.
Bill 7:06
Yeah. So for the past few years, Google’s been going through just an enormous amount of change. Back in 2018, Ben Gomes over at Google made three very specific predictions about how the future of search will be. He basically said the shift from answers to journeys. So user experience journeys, the shift from queries to query list ways to get information, and the shift from text to more visual ways to get information and so essentially, what they’re trying to solve for is flattening revenue growth with their ads products, right. So Google makes money when you click on their ads, most all their revenue comes from their ads product on Google search and there are other products. So what essentially they’re trying to do is they’re trying to like any good growth team would, they’re trying to reduce friction in your user experience from being someone who searches something and even the journey prior to that. They’re trying to increase time on Google search engine results pages, because that results in more time on site, which results in more ads opportunities for Google and what they’ve done is they basically kind of build their own ecosystem, if you think about it, they own Google search. They own Chrome, they own Gmail, Google Analytics, Android, Google Sheets, they own quite a bit of our journey in our day to day. So the amount of data that they have to understand what people are trying to do and why and understand user behavior is actually enormous and really what that’s all built to do is to drive that ad revenue. So if you’re Google and you’re seeing ad revenues decline, or they’re starting to plateau, you would start to think to yourself, how do I improve or evolve our offerings so that we can achieve those specific goals?
Bill 8:53
If you think about what’s happened in the past, let’s say decade or so, as of last year, 94% of all searches happen on a Google property and just think about the enormity of that business is in the amount of stakes that are that are at why that are on the line here for Google is quite a bit. But as of 2019, less than 50% of Google searches resulted in a click and that is kind of mind boggling to think about it because I started doing web marketing, probably about seven or eight years ago and at that point, it was basically just you would search something and there’s 10 blue links and the race was to get to the top of those 10 blue links. Well, if anybody’s ever searched anything recently, you can see that things have changed quite a bit, right and again, that all rolls back to reducing the amount of friction that somebody has on their experience with Google and then getting more of your attention on Google experience and really, like if you think about their competition, their competition is attention. So Facebook is a great example of where they started as kind of a social media platform, but they’ve evolved their products tremendously and so what they’re doing is they’re eating up more and more of your attention, getting you back on the product, and then expanding their products to get more of your attention. So Google’s done the same thing. So recent sort of changes to how Google kind of goes to market, from our user perspective is, if anybody here uses the Google search app, you’ll notice that there’s the regular search bar up top. But then there’s also this new thing, it’s called discover, which is basically a mobile only product where you don’t actually use a query to get those results underneath. So there’s these cards and for me, I’ll log into Google, and all of a sudden, there’ll be some stories on Tesla and they’ll be some stories on, some trending events that I’m interested in and I made no search at all for them to display that information for me. So that’s an amazing evolution of how they’ve been thinking from forcing you to put in a query so that they can understand what ads to show you, versus a query less search, which is all based on the information that they have about your user experience and the topics you’re interested in and that’s basically like a direct competitor to Facebook, which is more of a passive browsing experience. Whereas search is more like you have an intended goal in mind, when you make a search, you’re trying to learn something more, or you’re trying to research something deeply. It’s much higher intent and that’s why the ads product has been so good. So what they’re trying to do is they’re trying to own more of that journey, build products that kind of own more of that user experience and so discover is one piece of that pie. But then web search itself has evolved quite a bit over the past few years. If you go search something in a question or answer format, with a why, or how or what, you’ll notice that the search landscape has changed a bit. So you’ll see instant answers, you’ll see knowledge panels, you’ll see what we call featured snippets where there’s basically an extracted answer from a webpage that sits in search, and that is contributing to among other things, that is contributing to this more time on site, less clicks for website owners, and more about quick answers in search. Now, you can still get clicks to your website and it’s mostly when someone has to go deeper on a topic. But for things that they just want to know really quickly, it’s in Google’s best interest to provide the best experience possible because again, this is their product, right? So as business owners, things have changed so quickly and we’ve been kind of rooted in these old school tactics, where we were just creating as much content as possible, trying to do larger scale content production, because it was a game of land grabbing. Well, now with less real estate available in that search engine results page, the stakes have never been higher, you really have to be the best result. Because if you go and search something, you notice that 50,60,75% of that search engine results page is owned by ads. One, featured snippet results. A box, it’s called people also asked, which are secondary questions that people are related to that specific topic. So there’s a lot on the line for website owners to own those aspects. So that’s the backstory. Have you guys noticed that with yourself with some of the people that you work with? Or some of those searches you’ve done? You’ve noticed that there’s a lot more stuff happening in Google searches?
Norman 13:34
Oh, yeah, for sure. It’s completely night and day than it was when yeah, well, how long ago? Can you imagine the evolution that’s happened over the years, but like, go back even a few years ago. What I love about it, though, is a lot of the content that we used to see, I don’t know if it was two or three, four years ago. It was 2020, or 2018, or 2017, would be very close to the date of publishing. Now, relevancy is taken over again, and the higher quality content is being shown, you could see an article, we put out an article in 2016, about some pet products and that’s still coming up. So I think it goes back to what Neil Patel is, talks about, and the best quality content is going to grab the best. Well, what he’s talking about is don’t put out a blog article, unless it’s the best and if it’s the best, it’s going to rank and I just got to like, I’m gonna circle back to Fraise, because one of the things that I like about this app is that when you publish an article, or when you get ready to publish the article, it’ll analyze everything that is required for you to be on page one and to rank the highest or the highest possible and there’ll be a checklist there and you just go through the checklist, which is really cool. Especially a lot of people come to us and talk about content and I don’t know about you, but content is king out there right now, either press releases or with just regular blog content, any type of content. But if it’s quality content, that’s really what counts. Like Bill, you remember, like back in the day, people were just spinning content like you wouldn’t believe like, he would just get 250 word articles that are spun 100,000 times and out there, and they were ranking and you can’t do that anymore.
Bill 15:38
Yeah, and I think that comes back to when I was mentioning the ecosystem that Google owns today. So they have data points on basically every area of your user experience when you interact with Google and the best way I’ve heard it described, is Google’s hypothesis of how they ranked content. That’s really how they became the behemoth they are today, it was all about Page Rank. That was the only way that they could scale credibility across the internet, that’s the best way I’ve heard it described to me is links were a way to scale credibility. Every other manipulative tactic could be manipulated and even today, we’re seeing that with links, right? So it’s not in Google’s best interest to have people able to manipulate the results. Because ultimately, what that does is it surfaces that not best content. So they are at war with anybody who is doing “manipulative tactics” right? So it’s in their best interest, they know that they need to, to improve this to improve the user experience and to retain people and we need, they need that for the ads product and ultimately, that’s what we’re trying to build that Fraise is we’re trying to give people the tools where you can say, I’m going to take this concept or this idea. Now help me collect everything I should know about this topic and make it easy for me, if I’m not a subject matter expert, we work with a lot of folks who have multiple, 10,15,20,100 content writers on their team. Some of them are freelancers, some of them have never even written about a topic and when you’re a content writer, or you’re a person who runs a marketing team, you need high quality content that performs and you need to be able to scale your content operations and so the amount of time that would take me as a writer in my earlier in my career, to go from a keyword, my keyword research to a really well polished article takes hours and hours and hours. So what we’re trying to do is we’re trying to give people tools in automation technology, so that they can focus on creating because if I’m placing bets on the future, it’s that Google is getting better and better every single day at identifying true intent of what people are trying to solve, or what content is best and how they enjoy that experience and soon, at some point, AI will get better than humans at detecting this stuff and it will all be about the creators, how you create your expertise on a specific topic, the breadth of the content. The way that you’re able to solve for multiple intents on one specific asset is what people want and there’s something that just happened a few days ago, Google announced this thing called passages. So we’ve all seen featured snippets at the top of the box where you ask a question, and it gives you a brief answer. Well, they’re going to start extracting paragraphs within a complete article and putting that into search results, instead of sending, maybe directly over to your website, where they do today. Where let’s say you write a 2000 word article and only a paragraph of that is super relevant to what the person is trying to achieve. Today, you have to kind of click scroll through takes a lot of time. So the emphasis that Google is basically saying clear as day is, take your time, create something amazing that adds value to people on Google and we will reward you with visibility and with clicks.
Norman 18:59
Yep, just give quality and you’ll be rewarded. I heard this. I don’t know if you. I don’t know if this is just something that’s out there. But I’ve heard the algorithm. If you’re using, let’s say, somebody from the Philippines, or if you’re going over to India, and you’re getting like there’s some incredible writers over Philippines and over in India, but the masses, you can go over and get a $2,$3 for dollar writer and you get that that language like when you’re reading it, it comes out, you know it’s not a North American writer, I’ve been told that the algorithm can actually pick that out and tell you if it’s a quality, native speaking writer compared to somebody that’s just hired basically for cheap, have you heard anything like that?
Bill 19:47
I never said so. There are a lot of folks who use our tool and then use tools like Grammarly or something like that, that helps with grammar to help them combat some of those issues. Grammar, sentence structure, these are all things that are really part of trustworthy content. If you’re an expert, there’s a determined in SEO called EAT, Expertise, Authority,Trustworthiness, that’s basically like a big part of how Google determines whether or not you should be the ultimate answer for a question and ultimately, people don’t trust content that is very specific to the way that they speak, or the way that they articulate a problem and so what Google is able to do is they have multiple algorithms running. So it’s, should I rank this? How high quality is the content? All these things are working together to deliver you the best answer. Now, there are tools that can allow foreign writers to get a little bit more sort of like, it’s easier for them to create content that is sounding more English. But ultimately, it’s up to you to sort of make the decision on like, Do I know my users? Are they going to be put off by content that doesn’t necessarily speak their language? Because what I am seeing today and search is the old way, you would just build links to your page, create an article and that would be done with it, you own that space. But what Google is doing now is they’re saying, okay, you look like you should be in consideration for the top result. But if the user experience signals don’t match these authority signals, we’re actually going to drop you out. So we have people who go from the search result page to your article, and then pogo stick back. Pogo sticking is when you press the back button from Google search from search, your article and back that shows that maybe this doesn’t match the intent of what that person is looking for? Do they scroll deeply? Do they read all the articles? They spend a lot of time on site, those things only happen if you have really good content, and they’re super hard to manipulate and what Google’s basically saying is clear as day, create a really good result that matches the intent of this person, and we will reward you and it’s no longer just about faking it. It’s about we know the entire journey, this person’s taking across Google properties and we’re getting locked in on understanding how the experience matches up to the search result.
Norman 22:18
I just want to give a few shout outs here to Constantine and Yarrow, Ricardo, Emma, Waseem Thanks for joining. Kelsey. Do we have any questions?
Kelsey 22:30
No questions at the moment. But Amanda made a comment. High quality content is great. We’re flooded with so much nonsense. We glazed over.
Norman 22:38
Yeah. Ricardo said something too. I can’t see it.
Kelsey 22:43
Oh, yeah. Well, mostly sponsored ads, than blue links these days.
Norman 22:47
Yeah. So why don’t we talk about and I was going to get to this a bit later. But since we’re talking about content right now, blog articles. Okay, so I’ve heard different things. Linking, I want to talk about, let’s talk about the structure. So you’ve got a great title. You can, as long as the key keyword in the title. We’ve always heard that subhead, or a subheading is always good underneath it, when you’re starting to write out an article. Okay, what’s your lowdown on links? Can you turn on External links within the blog article?
Bill 23:27
So I mean, for now, and for the last decade or so, links have been the primary driving force in SEO along with good content and again, links were basically their hypothesis when they built Google was, we need a way to mimic how you would if you wrote a college paper and you cited all your sources. Theoretically, they should be the way that we cite other people’s sources, right? So over time, webmasters realized, hey, if we can get links, then we can make a lot of money and there’s a lot at stake here. Now, when you have a mismatch between Google’s goals, and webmasters goals, that’s when you have a real problem. Because Google is a product company, they are thinking about ad revenue, and their user experience and retention of those users. What is the best way to kill that? To have a page that ranks because it’s mostly built on links isn’t a great solve, I’m sorry, it doesn’t solve the problem that the person searching for, and causes friction with their user experience. So it’s in Google’s best interest to get to the right answer, and to cut friction out. So if you think about it on their side of things, they are heavily incentivized to solve this problem. Now, it could be that links are always going to be part of the conversation. It might be for the next five years, it might be the next 10 years, it might be next year. There’s a lot of rumors that Google’s machine learning algorithms are getting better at detecting the legitimacy of a real like a legitimate link, where you’re actually citing something because it has tangible value versus links, where you’re acquiring them for the strict intent of ranking content that’s better than somebody else’s. So that puts you at a tremendous disadvantage, if that becomes true over the next year or two, because there is a massive economy for the ability to drive links to your target pages, because there’s a lot of money on the line for people. So it’s so important to start thinking about the user and where Google’s minds at, and they have armies of the smartest people on the planet, to figure out these problems. They will figure it out and the only thing that they need from us right now, in the future, no matter what is going to be our creativity, our ability to take thoughts and concepts and turn them into a beautiful way to describe a topic and add our value to it and that’s the only way you can be future proof.
Norman 25:54
One of the things that we’re doing with links, we mix them up and we tell any of our clients too that just don’t have links in the article for any reason, just to have links, what we’ll do with some articles is we’ll have zero, absolutely no links at all. There might be a link to an author or there might be a link, but it’s clean. Another one might have a single link that might go to it’s internal link, just going back to another blog article. Sometimes we might do two, but one’s going back to another page that helps reference the authority link and then the ad and we try not to do the third link. But anyways, we play around with that and we find that doing that, especially if you’re giving that link to the authority page or to another article within your website, that’s what they’re looking for, relevant content.
Bill 27:01
Yeah, I mean, like, these are all ways for you to improve the user experience, right? Like, theoretically, Google is rewarding you with internal links, passing Page Rank through internal links, because it’s supposed to help user experience. Theoretically, you get on an article from Google, there’s a secondary question that you ask or third type of thing you ask and there’s multiple intents where you could continue that journey, whether it’s on your own site, or external sites, where they have a lot of value you can add to your users. That’s how it’s supposed to be designed, right? That’s actually kind of why we were thinking about building the answer engine as well, is because some people prefer to crawl through internal links in the click around hierarchy of your site. But that takes time, and you don’t always find what you want. So we added a second net, basically, where you can use the bot to find the next thing you might have a question on, it already knows everything about your website and says, Oh, this article is actually a great fit for the next step in your buyer journey. So the two of them work well together. But ultimately, what you’re alluding to, is that you want to solve for the best user experience, because Google does watch the long tail of your clicks. If you come from search on your site, you bounce around two to three different internal links, you bounce around to an external site, they’re watching the entire thing and ultimately, this is how they’re starting to get locked in on what’s relevant to you and what are the types of experiences that really good websites are serving up versus ones that are clearly manipulative and not doing the right thing.
Norman 28:30
Another way for backlinks, go out there and find some really high quality website that you can guest post on. So I know for us, we work with some of the Amazon content or service providers and we’ll provide guest posting and they link back to us. Also, we do a lot of press releases as well. But anyways, what we’re finding is if you’re getting those links in there higher authority links, and they’re linking back as well to the site. That definitely helps it, that’s just mixing it up again.
Bill 29:08
Absolutely, absolutely. I mean, at the end of the day, the current state of where they are today and where they’re headed. There’s a clear line in my opinion of where they’re where things are going. But today, most people are solving for today, right and there are specific tactics that help and work today. Ultimately, you as a brand for you to grow, you do need some exposure and so, guest blogging hasn’t always been just about building links. It’s been about getting distribution about, connecting brands that are very, very useful for your brand and getting exposure to the types of customers that somebody else has that you would like to have as well. So it isn’t all about just the SEO game of it. There is a tremendous impact from doing those things. But ultimately, I think the future of kind of like guest blogging is going to turn into brand partnerships in creating relevance with specific types of users versus just for the links, right? So I talked a lot about Google as a CRM, because every one of us are just like a user in their database, right? So it’s important to have a presence on external sites where you can offer your expertise and build that brand authority, it’s really important to have your own content, your own, say on things, a really well thought out piece of content that you can attract and persuade people on. All these things are super important and I don’t think that relationships between brands will lose out because links are less valuable. I actually think it’ll increase as you try to create relevance between different audiences.
Norman 30:46
Right and is my microphone okay? When I coughed, I hit the volume button, and did it go down? Or am I okay now?
Bill 30:55
I didn’t hear your cough.
Norman 30:56
Yeah, no, no, I muted the cough, but I hit the bloody volume button. Last week, I did that or on Monday, I did that and I basically turned off my sound, it went so low. But the other thing that we can do, and again, I’m just kind of going on the link side, Entrepreneur wiki, we’re business people, you might want to register with Entrepreneur wiki, or just a wiki, like create a wiki page. Because it’s such a high authority, and people type in your brand or type in you, it’ll be LinkedIn or it’ll be Wikipedia, or it’ll be whatever. But those are some little things that you can do to really help out and one other thing, time on page. So a lot of the blog articles that we’ll write will actually create a very simple YouTube video and just embedded into the body, just so people will, a lot of people don’t want to read the thing. So they’ll just click the video, stay on page a bit longer and we’ll have it just above the fold, like so people can see that there’s a video, so they have to scroll down and then they click on it.
Bill 32:08
Yep, yeah, I think you need to start, we need to start quickly learning that it’s about distribution of your content, as well. So you can create a really great, authoritative article that is the best in the business. But as a marketer, you should be thinking to yourself, how do I get the maximum distribution from this and what are the types of formats that my audience prefers? So you as a webmaster, you might say, Alright, let’s go create a great article, or let me create a brief for my audience with a tool like Fraise or any other tools that you could use. But let’s also disseminate that information and create a topic line for a podcast, what are the topics we should be talking about? Questions that I asked about this? Because people are looking for all these questions. Those are the types of things you can use the tool outside of just creating, long form blog post content, it’s about informing your your strategy and like, what is the market trying to understand about this specific topic, but a great example is, video content is going to be enormous in the future and so the question for that isn’t, does our tool help you do that? Well, we don’t help you create content, but we help you collect all the information that people are asking about a topic and that enhances everything else you do. Video like this. It’s the future. That’s people, people want to want to see faces. They relate to people and how they talk and how they express their thoughts. But yeah, this is a great example, audio, video, combinations of the both. You can even do short form clips, and all that stuff. It’s all about like, how do you solve for what people want the most and you can bet that Google’s watching, why do they spend four minutes on Norm’s blog posts, and they spend a minute on the number two result? That just strengthens your case to be the best answer for that question.
Norman 33:56
Right. So the short clips are all about Kelsey.
Norman 34:01
Kelsey, do we have a couple questions?
Kelsey 34:04
Yes, we do have a couple questions. So let’s start with Tony.
Norman 34:08
Oh my God. That’s a novel, Tony.
Kelsey 34:10
A novel? Alright. So hi, guys, how are you? I’ve been watching these guys on YouTube called Income school. Recently on a piece of content, a blog of 2000 words, we’re able to rank right at the top of the snippet. How can I always optimize that high ranking organic page to my Shopify site? I already have many links to my product pages. How much should I be paying for relevant blog articles of 2500 words approximately?
Bill 34:35
Okay, so we’re trying to understand how can I always optimize that high ranking organic page to my Shopify site? See, so I think the question here is, what’s the intent for the topic? So I think, sometimes it again, I’m not sure if this is a Shopify product page, or if you’re talking about separate content on your blog, but one thing that’s really important these days is understanding the intent of that search. So, one thing that we built in Fraise is basically this ability to identify search intent inside a specific question or query that you want to research. So a good example would be like, I used to work at a company that built chat bots, right? So if you’re asking what is a chatbot, you might be just looking for an informational type of question and even if you have the best product page in the entire planet, it’s not going to match the intent of that user. So Google is going to watch, even if your product page ranks number one, they’re going to watch that behavior on the back end of how your content performs and they’re going to recognize this isn’t what people want, because they’re either pressing back, or they’re not engaging with the page like they do in other articles and you’ll lose that position because you haven’t matched the intent. So super, super important that if you’re going to go down a path of creating content, that you not only just pick a keyword and write a 2000 word article, but you understand what people are looking for. So take your keyword, pop it into Google, take a look at the types of articles, if you see a bunch of what is, how to etc, that’s a great indicator that people are looking for an explainer type of post, and you should be thinking about that. Now you can do all inclusive articles, these are what we call like Bigfoot pages where you catch multiple intents within one, those can sometimes work, but they can sometimes not work. So if you search something like , chatbot software, where you’re looking for a purchase intent, that is more likely to have either two specific things, it’s either going to be a product page, because Google is watching the intent of people search that or it’s gonna have a list of vendors who you potentially could purchase from. So if you wrote the best 2500 word article, talking about how to buy a chatbot software, you’d actually be completely off the intent for that article. So super important to understand search intent, and we build that feature into the interface as well. But for Shopify store owners, I think the most important thing for e-commerce folks, is to have a balance between informational and transactional content, a lot of the e-commerce companies will focus their entire energy on optimizing their, let’s say, like their purchase page or their product pages because it leads to a direct conversion. But oftentimes, you can find quite a bit of opportunity further up the funnel. So take a look at intent. Look at the top of who you’re trying to own. So if you sold pencils on a Shopify store, there’s a long tail that search you could be thinking about, what are the best pencils, for what age group, etc, all that stuff is about the research process, creating the best answer for each of those, and then you can direct people through your funnel down to your purchase experience.
Norman 37:48
Yeah, the one of the other things that we’re doing is that we’ll put out a 1500 word article, minimum article size that will use this 1500 words and then we’ll we’ll try to depending on who the client is, or who would brand we’re promoting, it might be once a month, it might be every other week. Sometimes we put out duplicate not duplicate content, but a press release linked to a blog and that could go out. It could be eight times like for press releases for content. One of the things that we’ll do, I don’t know if you do this, but we want that algorithm to come back constantly and check us out. So a quarter later, we’ll end up with another 500 words and we’ll just add it and add it in some of these articles end up being quite long, and incredible and the way that we’ll set it up is that we try to make it where we get into the answer box. So ask the question, create the table, 123 so when people go there, they’re not and this is so important. You don’t ramble on. I’ve seen content where the first paragraph, I’ll click off of it, because it just looks like it’s rambling and very short paragraphs, very short, and then engage and what do I mean by engage is, grab that person’s interest. Tell them the ingredients and why or the benefits and why top five things even in the article itself. You might have like you were talking about multiple topics, but relevant topics. The five reasons why and as it goes a little bit longer, the next 500 words might hit something else. So at the end of the day, you might end up, this is crazy, but we took this off of Dr. Axe and anybody that’s listening, if you want to check out incredible content, go to Dr. Axe. They, I mean they really launched with content and if you can see what they do, they break everything down. It’s an extremely long article. But they rank everywhere. So again, I’m just saying some of the things, some of the tips, tips and tricks that we use. But, Tony Oh, yeah, he was asking about cost. That’s all over the map. It just depends on who you’re using. I mean, you could have, I’ve seen some services. I mean, you’re easily for 1000 words, it could be anywhere from $99 to a few hundred bucks. Also, if you’re going to these sites, I won’t name them. But there are some very good sites out there, they can get really great writers, but they’ll give you like four different beginner, intermediate, best. Pick best, pay the extra. You don’t want to mess with the beginner.
Bill 40:51
One thing I learned, so I before coming to Fraise, I was working in house as a marketer at a very fast growing tech company and one thing that was very clear to me was that taking a keyword and then the process from taking that turning that keyword into something that’s a really performs in search, and is also something that people want to read is quite, quite difficult. There’s a lot that goes into that. So we’re as a marketer, myself, and as a business owner, as an entrepreneur, you are heavily incentivized to help them become enabled, and to be able to take your idea and turn that into reality and so that’s what we’re basically building at Fraise, we want to be able to take all that heavy lifting off of your plate, and say, Okay, here’s the idea you have, or here’s the opportunity in the market, maybe there’s a keyword you’re going after or a topic and let’s deduce the like, let’s increase the likelihood that you can create the best article to dominate that result and coming from a writing background, oftentimes, we forget about the enablement part. We’ll hand someone a list of topics and say, just make magic happen and you end up going back and forth, you spend a lot of time and energy and hours and money on making that thing, right, when it really could have been solved by just enabling them up front with a great brief or a great overview of what you’re expecting, that goes so far and that’s how you scale and that’s how you become. That’s how you grow quickly.
Norman 42:18
So I know that some people want to, they’re new to content, marketing, and building out content. So they’re looking for an easier way to do it. So they could, we get these emails, you must get these emails from private networks that have, they’ll give you the copyright. You go in, you can have access to let’s say, you’re into the beauty market and they have all these pre written articles that you can put your logo on or whatever publish. What do you think about those types of service?
Bill 42:54
I think I think it’s super important to have your own say in the conversation, to put your own things on it. Because ultimately, we’re kind of tiptoeing into the separation between content and brand and I think the brands that really win today, have their own take on something, and are experts in it. Because ultimately, we want to relate to people, we want to understand, hey, what’s your take on this topic, not just what everybody else is saying? Like, what do you think, normal about this specific topic and your audience relates to you, and you’ve created a relationship with your audience and I want to be very clear, this is not about taking content, spinning it like creating just good enough, this is like giving you tools so that you can put your own spin on it, but then it also performs as well. So there are going to be a lot of things that come out that you hear a lot of rumors about, GPT three, and auto text generation, all these things, all these services that look too good to be true. Well, they probably are too good to be true. Ultimately, it’s up to you to understand your audience and to deliver what exactly they’re looking for and that is still the most valuable thing you can do online right now.
Norman 44:04
Just to give you an example. I sell soap, in one of my brands and I was doing research and I came across this article and like five years ago, I had nothing about soap, you have to learn about soap because it’s your brand. The recipe that I was looking at, would have probably blinded somebody or the product would have exploded and this was on one of those networks that I’m looking at going Oh my God, who is checking the quality of this. So anyways, if you do use that, absolutely, make sure there’s a disclaimer there, but you gotta know your products. Because, yeah, you never know what you’re going to be publishing and Kelsey is up, so there must be a few questions. Oh, I saw somebody that we buried. I think it was Dr. Koz, he had something earlier.
Kelsey 45:00
So Dr Cause’s up. So for Mac’s ranking, what is your advice to improve ranking, more blogs, more backlinks, any other tips?
Bill 45:10
So today, you’re going to need both and I think this about five or 10 years ago, the way to win was to create as much content as humanly possible and what it ultimately turned into was an enormous amount of content being produced, but very little quality. Today, you cannot win without quality, it’s winner take all and a lot of these search result pages where 70% of the page is ads and one results. I would highly recommend that you put in your best effort and identify the opportunities that are best for your brand. Now, most, especially for newer sites, where you’re competing against established brands who have great authority on their website, you’re going to have to do some backlinking. But I think one thing that this Fraise tool helps you with, is identifies ways that you can have unique value on your page, so that when you approach someone for maybe a link, or a guest, following the opportunity, that it that actually is quite natural, because your article is fantastic and you have to also consider that too. A lot of this stuff takes time, takes a lot of energy and resources. But if you have a really great article, it’s so much easier to go approach someone who’s an influential blogger and say, Hey, would you be willing to link to this because it’s useful and valuable. If you’re always playing the game of trying to do the minimum, Google is really, really catching up to these types of things and it understands the footprints of things that are natural, and things that are not natural and they’re not there yet, but they’re getting better every single day and every single month. But ultimately, unique value is the most important thing you can offer, whether it’s to your audience or in search results, etc. People are looking for something that really helps them. So in terms of rankings, high quality, well researched content that covers every possible intent for a specific topic, you have to start there, you can’t start with links, you got to have the right content first, then you look for ways to get distribution and you can do that by a few things. By increasing the rankings, by building links to your site, you can increase the distribution of that article, so you can add markup on it. So you include in the frequently asked questions or people on that box, you can get the featured snippet, you can dice that content up and create a YouTube video or a podcast and then create a product kind of out of this topic. Ultimately, I would highly recommend that you focus on quality, and then disseminate that quality across the different channels that your audience wants the most.
Norman 47:45
Yeah, I’ve got one other thing to add to that. So you just touched on very briefly before. But another area that you could work with are influencers and brand ambassadors. If you have a product that you can go out and reach out to influencers, get them to it could be even social pictures like social proof. There’s a lot of things that you could direct them to do. That could be about the benefit. Like we had this one knife, that it has a little girl with their mom cutting tomatoes, because it’s childproof. So people can see that and they understand and you can put that into a blog, you could talk about that in a blog article. But if you get a blog, if you get brand ambassadors. That’s cool. Brand ambassadors will go out and promote your product, for the most part for free, that you might give them a bit of a discount, you might not, the right content for you, and put it on their blog, which links back to your website. Paul Baron was on a little while ago and he’s got so many brand ambassadors that for his Amazon listing, he doesn’t have to do anything and this is another thing, Bill, this is so cool. So we’re talking about a blog article to your website. So if you take a look at Paul’s product, I’m not going to mention Paul’s product, but because he’s using brand ambassadors, he’ll go out there and he’ll get basically the best in category for all the keywords. It’s incredible. So a bestseller badge, then what happens. He’s got these ambassadors that will link and send out just a ton of information to videos like he can ask them for videos. He can ask them for contests, like do a contest for me. He told me the other day that over the last two months, he’s got about 2000 images and videos from these people. What can you do with that?
Bill 49:53
I mean, visual content is a competitive advantage. Right? So if you’re able to tell a story in a visual way, there are a lot of people who prefer that versus just reading text, right? Oftentimes, the best result is kind of a combination of all these things. Like you said about the video. Some people prefer to listen to content, some people prefer to watch it, some people prefer to read it. Some people just want the quick explanation of what this is. Ultimately, it’s about creating something amazing, and then saying, How do I tell this story in ways that people will relate to? Right now people can see us on this podcast, we’re talking about search engine optimization, where they’re getting to know both you and I and that creates a connection with people. There have been some very, very successful, I mean, look at Pinterest, you want to talk about a successful SEO company, that company is built on SEO. All they did was basically take their content and said, everybody, create digital content on this, was introduced in search and people loved it, they linked it, they shared it, etc and that wasn’t because they were building link schemes or doing any of that type of stuff. It was a really useful visual piece of content that was amazing for people to engage with and they were rewarded with traffic. So start, that’s my advice to anybody, if you’re listening to this right now. Focus on being the best creator you possibly can be. Because ultimately, tricks and hacks and things like that they might work right now. But ultimately, AI and Google is way smarter than unfortunately, me and everybody else I know and it’s coming. So just make sure you focus on the end product and how you’re treating people and if you’re even doing guest posts, let’s say we, I did some content on your site, what a better way to make an impression on people and the person who owns that website, then to create something fantastic, because that’s about relationships. It’s an ongoing partnership, you can have super important.
Norman 51:58
One of the things I just want to talk about, too, we go back to Paul, when we take a look, because he’s got all those ambassadors pumping out the content, when you go into Google, and I’ll get him on again to show us this. But he’ll dominate that first page with these keywords. Now, that might not be it’s not directly his website, you’ll see it, it’s there. It might be a press release, it might be influencers, the top or the best 123, or whatever it is. When you start to see, I think when he showed me the last time, he had six spots from brand ambassadors that were writing about him. He didn’t have to do any of the work, but he’s ranked and if he’s got six spots on page one, he’s got a bit of authority, too.
Bill 52:48
Yep and if you’re stuck in the SEO mindset, you’re thinking, Oh, boy, what a wasted link opportunity. But meanwhile, thousands of people are seeing you, you’re becoming the expert on this, people are searching your name, Google saying who this person is really relevant to this topic and that has a tremendous amount of value. I can’t say that enough. That’s super important to be mindful of the whole experience and how people are interacting with your brand today. Okay.
Kelsey 53:14
Alright. So we’ve got four questions. I know we’re getting to the top or the, to about one o’clock now. So we’ll try and go through this quickly. But let’s start with Simon. Writing content is very time consuming. I’m busy smoking cigars. So what’s the best way to outsource content creation or textbroker in similar, any use?
Bill 53:36
Well, I’m not a cigar person myself, but maybe I should try. It sounds like he’s having a good time. So I’ve worked with thousands of different content outsourcing vendors. Ultimately, you can only build so much in house. I will say that, out of all those there are hit and miss writers. But ultimately, the success of that project comes down to how you enable them to take your vision from a concept to a real thing and one of the reasons why I was so attracted to Fraise as a customer, and now working here is because we were able to take keywords or groups of keywords, and then create a custom brief and say, Hey, writer, here’s what I’m expecting. Here’s the document structure. Here’s the questions I want you to answer. Here’s the quotes and stats and news, you should all include in this, it takes me an hour that used to take me five or six hours. So if I can scale that, and I can train other people to do that, and all of a sudden now the writer has a great sort of directional way to take that concept and turn it into something better. You would be blown away by the improvement in the quality and the amount of money you have to spend in time versus going back and forth with people. So if you’re able to solve for that, I think that you can really build a huge content engine by enabling them properly.
Norman 54:51
I can tell you, I mean my experience we’ve got depending anytime 15 to 20 writers and using that and giving them that creative brief. It’s night and day what they can put out.
Bill 55:06
If you think about it from the writer side, a lot of times they just get handed a project and not a lot of context and so right, you’re giving, you’re creating the space for them to not understand what you’re envisioning. So it’s up to you to help them be successful as well.
Norman 55:20
Right. They’re not mind reader’s.
Bill 55:22
That’s right.
Kelsey 55:23
Alright. Three more. So this one is actually an Amazon related question from Raja, this is from our Facebook group. Is there any way we can use Amazon Prime Day traffic to retarget into Google ads for showing ads to those who came to our listings, but didn’t buy anything?
Bill 55:42
Because they’re not on Amazon’s on his product listing on Amazon?
Kelsey 55:47
I believe so.
Bill 55:48
Yeah. Oh, gotcha. Yeah, I mean, I’m not sure I assume that Amazon isn’t gonna allow you to drop a pixel on their site just because that’s their data. But there are ways you can act on those things. A great tool I use sometimes is something called Exploding topics, where you can see in Google Trends, where you can actually see, like, what’s trending around Black Friday, and you can create some interesting content around that to get your own distribution. I had some takeaways here, we got through a lot of stuff. But I think one thing that’s really important, if you’re selling on Amazon, you need to do everything you possibly can to own your distribution. Like, I can’t say this enough, one, the past companies I’ve been at, we’ve built communities, we built training centers, we built channels, specifically for our customers, because we want to own the relationship with them. Ultimately, I mean, we’ve seen this in the past where like Facebook, people have built Facebook apps and back in the day. In one change, your entire company can go poof, if you rely on a specific place. What if Amazon decides to remove affiliate commissions someday, that could put out a lot of people out of business. So I think you really need to start thinking about building a brand and building your own distribution channel so that you can control more of that stuff. That’s super important.
Norman 57:06
Yeah, and we’ve talked about this on other podcasts. But when you’re, if you have the ability, have a website, have your product over there that you sell on Amazon, have something a little bit different than you can offer. Example I use last time was shampoo and a small bottle of conditioner and then when they go and buy that, now you’ve got their name and address, give them a coupon code, get them to send over to Amazon, if you see the coupon code being used, which you can you can pull that information up. Now, you know who’s bought your product? Who’s bought your product twice, on Amazon and off Amazon and you can start building your list.
Bill 57:46
Yep, that’s super important. You want to think number one, how do I maximize the LTV of each person that each dollar that I invest at the top of the funnel? How do I continue to get repeat sales from those people? A friend of mine works at a couple friends of mine work at a startup in Boston called Privy, where they work with ecommerce store owners, and they allow them to do cross promotions inside their website, their app, etc. So there’s tools out there, but I think ultimately, you can’t take advantage of those unless you have an audience and you have your own distribution, right? So focus really hard on how can I own more of that process just like Google is doing to us. They want to own more of that with that real estate and more time on site. So you just start thinking about that from your own perspective as well.
Kelsey 58:31
Last couple questions. Let’s just chuck in these. On Fiverr, is it recommended to pay extra money to get a writer that fluently speaks the language so the reader doesn’t get turned off.
Bill 58:43
Yep. I would highly recommend localization. The reality is that you can find really good writers who write multiple languages. But ultimately, those are hard to find and oftentimes, brands will be willing to hire them and bring them in internally. If you can find someone who does multiple languages, that’s a gem, you should hold on to that person, treat them well. But if your primary audience is, let’s say English, and you have someone whose native first languages and that, I would say test it, but ultimately, think about the person who’s reading it and make sure that this is solving for what they’re expecting and if it comes down to you and a competitor who have equal content in equal domains, it might be down to just how well the content reads out to them and how they relate to it.
Kelsey 59:32
If you do outsource, how do you know if it’s 100% clean and not plagiarize?
Bill 59:37
There’s actually if you search plagiarism checkers, you can actually take a block of text that you’ve bought from a freelancer and it will basically crawl the content and look for how unique it is for your website. Highly recommend doing that. It’s so important because oftentimes, you will find spun content or stuff that’s not unique, and you want to make sure you get your, if you’re working with freelancers, you want to find three or four that are really good, you might test out many, and you might have some bumps in the road. But treat those people really good who do a good job.
Kelsey 1:00:12
Last one. I listed my product on Google Shopping, but only my Amazon listings appear. If I search for my products, and click on Google Shopping, any advice on how to rank my products there?
Bill 1:00:30
It depends on how long it’s been on Google Shopping. The quality of the information on there, I know Google Shopping is pretty new. I’m not really an expert in Google Shopping. But I would say that to follow best practices. Make sure that you have the best possible information, make sure that the information is fresh, you have everything up to date, just like you would any sort of solid e-commerce, SEO strategy. The algorithms are totally different, two different ecosystems. But I think if you follow traditional sort of best practices, you should see success. But it also depends on the competitiveness of your niche, right? Like Google isn’t giving rankings to everybody. Ultimately, they’re going to go with brands who maybe have a, you could work on visual creative, maybe the listing of your product doesn’t get a high click through rate. So maybe they’re factoring those types of things in, there’s a lot of different things, I would ultimately just say, go into it with a testing mindset. Your hypothesis right now is you need to get more distribution on Google and so what are the types of things that impact that? It could be visual creative, it could be the breadth of the content. It could be the number of products in your store. There’s a lot of different things that could influence that. But there’s a lot of great content on that.
Norman 1:01:44
Yeah, that’ll be a good podcast. But we’re getting down. I know you’ve got a take off. Hey, do you want to just quickly go through the Fraise.io app? Just tell everybody a little bit about it. Like the three main points are?
Norman 1:02:01
Yeah, we only got a little bit of time. So, sorry Bill.
Bill 1:02:03
No worries. Yeah, this is great. So Fraise ultimately helps people take an idea and turn it into a beautiful piece of content that performs in search and also, we have another product that helps you create an index of all your content on your website and we have a chatbot that can actually answer questions on your site with your website content. You’re welcome, Marina. So ultimately, we’re here to help you create the best possible result for a specific topic and give you those tools. I highly recommend taking a look at it, if you are doing content for your website, if you work with external writers and if when people are on your website, they’re having a tough time finding information, because shelf life for content is very short. So if you publish a blog post, by the time it gets to page two, the only distribution that you normally get is from Google, right? So we’re giving you tools to do both. Get distribution from Google, and get distribution on your content and a longer shelf life on site. So this is super helpful for content. First brands were really thinking about how they help their customers with content. So that’s the way I would describe it and I would say if you have any other questions, feel free to sign up, there’s a free account, you can set up you can create up to five documents per per month on there and if you’d like a walkthrough of the platform, feel free to reach out to me. My email is bill@fraise.io.
Norman 1:03:25
Great and just two quick things that I like about the platform. One is they have an area where anybody who’s familiar with Answer the public, where you ask a question, or the intent, and the keyword, you’ll see this sort of mind mapped out, different questions that are asked. Well, this does the exact same thing. But one thing different, the top article will show up and so you can take that article, take a look at it, and then just sort of branch out from there and the other part is when you publish or are ready, if you got it in draft, your blog article. There’s another area to the app, which goes through it and says, Okay, yeah, here are all the points you need to do to make this a better blog article. Again, I know from my end it was I bought it off of app Sumo. But that’s that’s no longer there. But just check it out to start and get great content. It’s so important. You’ve got to be that authority and trust and on that note, Bill. Thanks a lot for coming and hopefully we can have you back.
Bill 1:04:29
Thanks for having me. Nice meeting everybody.
Norman 1:04:31
Alright. See you later, Bill.
Norman 1:04:34
Okay, everybody. So that’s the end of the podcast. If you do have questions, throw them into the comment section, and we’ll see if Bill will be able to get back to us with the answers and hopefully we’ll even get Bill to get us some content for a website. But anyways, that might be a little bit much to ask. But thank you for joining us today and Kelsey can come back on? Tell us what we got to do.
Kelsey 1:04:58
Just want to say Bill, if you have to go. I know we’re going to talk afterwards. But feel free to leave. We’ll email you afterwards. But yeah, thanks everyone for the questions. There’s tons of good stuff we went through today. If you haven’t already, you can go to our Facebook group. Find the link here, right here. It’s also called Lunch With Norm Amazon FBA and e-commerce collective. So go ahead, you can join. There’s a bunch of different sellers that have different levels, and we’re all hoping to help each other out and if you’re looking for the episode for today, you can find it at either lunchwithnorm.com our YouTube channel, Norman Farrar, all the episodes go straight up there and just stick around on our Facebook page too and I think, is there anything else?
Norman 1:05:56
Of course. Our newsletter, that doesn’t suck.
Kelsey 1:05:59
Oh, yes, the newsletter that doesn’t suck. Yes. I’m gonna grab that and put that in.
Norman 1:06:05
So anybody interested in this is content about becoming a better online seller. So it’s not just about Amazon. It’s about being a better Digital Marketer, being a better online seller. Being able to build your brand content, it’s all there. So check it out, it comes out every Monday with new content. Now, I guess the other thing is on Friday, we’ve got a great episode and Meghla. I’m gonna get your name wrong Meghla Bhardwaj. There we go. Luckily, you’re not on right now. But hopefully you’re not looking because I messed her name up. But anyways, Meghla is awesome. If you ever got to watch her podcast, or if you’ve ever attended her virtual summits, or gone to one of her events, you’ll see how amazing she is. She is the host of the Amazon seller and is involved with sourcing in India. She’s going to be coming on and talking about sourcing in India, and other opportunities on Amazon Singapore. So check it out on Friday. If you don’t know Meghla, check her out. Check out her podcast. She is incredible and you’ll want to stay tuned to get more information from her and I think that’s probably it. Unless you’re gonna interrupt me.
Kesey 1:07:29
No, we’re good. I just want to thank everyone for watching. We appreciate it. We love seeing you guys comment here. Yeah, please join our group. Will we’re both on there and yeah, that’s good.
Norman 1:07:44
We could even see, we could start begging and show tilt down the camera and put you on your knees and go please join our group.
Kelsey 1:07:52
I mean, that’s one option to do. Not yet.
Norman 1:07:56
Just throwing it out there. Yeah, it’d be entertaining. Alright, so please. Try it one more time. Please join us every Monday, Wednesday and Friday at noon Eastern Central time. My glasses are fogging up because I’m laughing a little bit here. But thank you for watching and enjoy the rest of your day.
