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netsuite right now so schedule a free product tour now at netsuite.com school that's netsuite.com school so your specialty right what you're really known for is seo search engine optimization right that's right you speak all over the world about it you um have written this amazingly large awesome book which i'm scared when you showed me this book yes thank you for this book brother you showed me this book i'm i was like i mean like i hate writing more than anything in the world so for me to write this book it took like seven years so
my book is a little thinner here but i heard it's a great book which i'm going to actually read through start reading through it um tonight so tell me exactly at this point hopefully most people know what seo is it's you know getting yourself towards organically towards the top of search engines like google and so forth right right so it's a way to get traffic to your site without spending money on advertising right right so why don't you just get you know that's the layman so why don't you give me your your definition of seo
and just sort of like the your overarching principle that guides it yeah so if you consider uh the free traffic you get it's not really free because you have to put time and effort and and sure internal staff and so forth but that's all part of the earned media kind of triumvir it you got paid media a lot of folks are spending a lot of money on facebook ads and google ads and then there's the owned media the stuff that you just own it's your ip uh your your turf right and uh one of my
mentors james schramko talks about owning the race course and i think this is a really important point that if you're building everything on a platform like facebook or instagram or twitter or whatever and then they change the algorithm change the algorithm or do it in your account whatever yeah you have to start all over again yeah so you want to own the race course and that means driving traffic more to your site than to your social platforms even if you have a huge following on one of the platforms or multiple of them that's part of
the strategy but the end game is always to build up your own turf right so so essentially i agree with that right and i think the smart thing to do is diversification right like i would never want to have all my eggs in one basket right so if you're advertising only on facebook getting it i mean everything was just there was this some day they were forced to call like when they changed the algorithm like elite daily and all these companies went out of business they got destroyed because facebook changed the way they did business
and i think in the olden facebook days if you clicked on an article would take you to their website and then facebook made a change but if you clicked on it you would actually read it within facebook right and all these companies went out of business or like you know got destroyed with around the same time in fact my other guests that was on here um dan fleischman you know you know he i was listening to that interview yeah yeah yeah he's a great guy so um brilliant guy too and um so i so i
agree so the idea would be to be somewhat diversified so left seo meaning so you're getting traffic organically and as you said it costs money it's not like free right there's time and energy spent in optimizing buy tools hiring consultants like you to make sure exactly exactly right but but at the end of the day though the idea is that you know once you get towards the top and i think you have to obviously maintain it right it's not like the thing where you know like at the top and then you just you can't rest
on your laurels you have to be constantly right not right set it and forget it it's like you're gonna build an asset which is different from the paid media side of things where let's say you spend a lot of money on google ads and you decide to take the summer off well all that traffic all that revenue just goes away whereas with seo you build a great platform you you have it optimized not only search engine friendly but search engine optimized and then you do some link building get a lot of great high authority high
trust links point to your site you take the summer off and it just ticks away making you money getting revenue even though you stopped link building for you know three or four months [Music] you
