15 Years of SEO Secrets In 30 Minutes

As long as humans are searching for things, SEO will not die. However, a lot of stuff is not as easy as it was before. 15 years of SEO knowledge. I'm going to share the wisdom I've gained doing SEO. Let's go ahead and get started. My name is Eric Siu. My background is starting in SEO, and that led to me learning other marketing disciplines, and that's led to, well, us being successful with our agency. Largely because of SEO. So the first thing I would say is if you want to do the black hat things, do them in a white hat way. And so what do I mean by that? Back in the day, there's this concept in black hat known as link wheels, right? So you would, you know, sign up for a bunch of these free websites and then have them cross-link to each other. And then they would link to the main website, the main property. And this was known as a link wheel. So the white hat way of doing this would be instead of just making these spammy websites, why don't you just find 5 legit websites linked to each other? And have them link to the main website. And that would be an example of doing the black hat tactic that actually works, but doing it with more of a long-term mindset. Sure, it's going to take you longer to do it, but you're going to be more successful in the long term because you're doing it in a very clean way. And I've seen a lot of people be very successful by leveraging, again, black hat tactics in a white hat way. Some people think it's very black and white. I would encourage you to have an open mind And understand what the black hats are doing, and then you can do it in a white hat way. So that's the very first thing I would say. For me, it's always been, I'm interested in learning from all sides, black hat, white hat, gray hat, whatever it is exactly, because I feel that being too skewed to one side or the other doesn't allow for that level of open-mindedness that's required to not only win with SEO, but to win in marketing. So that's the first thing that I would say. The second thing I would say is that that's, counterintuitive when it comes to SEO is instead of thinking about how you can build properties all the time, if you happen to have resources, let's say you raise money for your startup or you have some extra cash, why don't you just go out there and buy a website that's already getting the traffic that you want? Maybe it's ranking for the traffic that looks good to you, that seems relevant for you. So you can use tools out there such as Ahrefs or Semrush, and you can go find these websites. You can find the websites, you can find people that are similar to those websites as well. You can reach out to these people. And usually I would say when you're looking to buy a company or buy a website, it's the off-market deals that are the best ones. And so by doing this as an SEO, you're starting to learn about mergers and acquisitions a little bit. And this is a good skill to understand because at the highest level, when you think about private equity companies in the world, the world's biggest companies, They're often buying other companies and they're selling other companies. So if you can learn that skill, you're going to become more of a well-rounded marketer. And I'm going to come back to that in a little bit. And so, okay, well, if you want to buy a property, I'll give you an example here. I remember I bought a website and I had a senior living business a long time ago. And I saw a website that was ranking number 3 for the keyword senior living. And they ranked for a handful of other senior living keywords. And so what we did was we didn't pay a lot for the website. We paid maybe $10,000 or so. And then we redirected the traffic and then we captured that ranking. We were then ranking number 3 for the keyword senior living and a bunch of other senior living keywords. And so that's an example of us not necessarily trying to start from scratch. We had a domain and then we redirected it and that worked out for us. And interestingly enough, my podcast co-host Neil, the week after he ended up buying a website called Ubersuggest and he paid about $250,000 for it. And that site, let's just say, does a very healthy amount of revenue per year over Over eight figures, I believe, and it's worked out well. Not only does it drive revenue, but it also drives leads for for his ad agency, right? And so, by the way, if those of you that haven't listened to our podcast, it's called Marketing School, and that's just two people that started in SEO that really learned other disciplines around marketing and continued to expand our knowledge. And then really, the game that we really play now is is business. So you can check that out; it's completely free. And so. Buying versus building. You can certainly build, but buying is going to fast-track you if you have the resources. And even if you don't have the resources, and this goes outside the scope of this episode over here, but you can go out there and you can, at least in the United States, you can get an SBA loan and you can go buy a website. Let's say a website's worth $5 million. Well, the Small Business Association will, or administration will give you that $5 million, right? And it's not always black and white. You will have to put a down payment, maybe 10% down. So, Maybe 500 grand or so, and then you can buy the website, right? And so there's a lot of different ways to do this. You have to learn how to source these websites. You also have to learn how to finance these websites. You have to learn how to integrate these websites as well. And so again, doing this is a faster way to do SEO. And not many people talk about this stuff because the problem I believe with the SEO industry is that a lot of people are pigeonholed into it. If you go look at Twitter or X, I suppose, the SEOs are often fighting each other. They're very pessimistic people. They're very, they're very, I don't know, they just seem to have a negative outlook. And I would encourage you to have a positive outlook, to be an optimistic person because most things in life are pretty good and there's no need to be like that. And if you can be like that, you're already ahead of most SEOs at the end of the day. So that's what I would say. Now let's say that you can't go buy a property that you want. You don't have the resources for it. Can you build a linkable asset? And when I say a linkable asset, can you— there's a website out there called Omni Calculator and they rank for so many calculator keywords. I believe they drive hundreds of thousands, if not over a million visitors per month. They just have a bunch of these widgets. They have a bunch of these calculators. And now with the advent of LLMs like a ChatGPT, you can go out there and you can create the code to create these linkable assets or these widgets, right? These calculator, these widgets. People like using these things. When you think about NerdWallet, they rank for keywords such as mortgage rate calculator or interest rate calculator. And these attract a lot of links and those links will drive more equity throughout your entire domain and whatever else you tend to publish around on your domain is going to rank well, right? So linkable assets always go a long way. The harder something is to create, the more useful it is, the more it's going to be a linkable asset. The easier it is to create and the more non-proprietary it is, It's it's not going to attract as many links, and nor does it deserve to attract links, right? The things that are the best deserve to attract links, whether it's the the best article out there or the best widget or the best calculator or the best tool out there. Those are the things that deserve links at the end of the day. So that's what I would say. Now my next point is going to be around how SEO as we know it is basically dead. And so what do I mean by that? Now when I first started doing SEO, you'd always hear these phrases: Oh my god, SEO is dying! SEO is dying! SEO is dying! And my phrase has always been. As long as humans are searching for things, SEO will not die. However, the way we know that, that I know SEO from a long time ago, where it's like, yeah, it's all about technical SEO. It's about the content you create. It's all about attracting links. That is changing now. A lot of stuff is not as easy as it was before. In fact, if I were starting today, I would not start with SEO. Now, am I grateful that my core foundational marketing skill is SEO? Yeah. Yeah, I'm totally grateful for that because I think I have a leg up on the competition because most people still don't understand SEO to this day. Now, that being said, you need to diversify. Not everything is all about Google anymore. Links as we know it, sure, links are still important, but I've been hearing from a lot of SEOs and looking at results for ourselves too, that link building of the past, it used to be extremely effective, but it's just not as effective anymore. And the internet's getting bigger and bigger. There's more platforms out there. You need to diversify. For example, you're watching this episode over here and this episode's a video episode. It will go to podcast and then maybe we'll transcribe it. Maybe we'll make an AI-assisted piece of content that goes on our blog. And so the way I look at things now is we are omnichannel. We're trying to attack multiple different channels and we are trying to— we're trying to diversify as much as we can. And that's not saying we're abandoning the SEO. It's just saying that attention is split and Google is still very powerful, but it's not as powerful as it used to be. It's not just about Google, it's about TikTok. As a matter of fact, I saw a friend the other day, the way she was using TikTok, she was using to search for things. And then based on what they find through TikTok, then they might go over to long form. They might switch over to YouTube, for example, which is the world's second largest search engine. And Amazon, Amazon's the shopping engine that's out there. And you think about App Store optimization, you think about Apple for the app stores. There are so many different places to attack search. It isn't just all about Google. Now again, Google is still the behemoth out there, but you have these LLMs that are out there too. And you can argue that the LLMs like a ChatGPT, for example, these are building on top of search engines and not necessarily looking to replace them. And that can be debated. But just keep in mind that you can't, The problem with normal SEOs, I would say, is they're very pigeonholed, right? You have to open up your aperture and you have to be open-minded. You have to be willing to explore. Otherwise, you're going to be behind the 8-ball and that's not a fun place to be. I got to take a minute to tell you about the Agency Owners Association. This is a peer group for agency owners. Think YPO or EO, but for agency owners. And I just wanted to read you a couple of testimonials. So this first one comes from Carrie and we asked her, what do you like most about the group? She said, Having a group of people to discuss and bounce ideas. The leads are great too. Yes, we share leads in this group as well. This one from Alian, he says, the ability to really post whatever I want and need and the group responds. Great experienced members. Getting a lot of insights from conversations with other members. Getting a lot of value from sessions from Eric. Getting advice from others as well. And so if you want to grow your agency faster and you want a peer group to do so, just go to marketingschool.io/agency. This is a group that both Neil and I created. And our hope here is to create a vibrant community of agency owners and do a lot more with it in the future. So again, marketingschool.io/agency, and we'll see you inside. The next thing I'll say is that you need to create with the user in mind. And so when I first started in SEO, maybe a year into it, maybe the first few months, I made a couple websites. One was called howtogeriddepimples.net. The other one was portal2walkthrough.com. That was a game called Portal. And so I made both of these sites with the intention of just trying to make money because a lot of people want to get rid of pimples, for example. And so I wanted to make an affiliate site for that. And I took a very short-term approach and I wasn't creating with the user in mind. And what I mean by that is when you're going to create something for a user, you want to make sure it's a really good piece of content. And so I look at anything in business as you're creating a service or product for people and the content that you create, that is very much a product. Have you done the best job possible there? And that's all you always want to strive for that. You're not always going to hit it, but you want to always ask yourself, is this something that you'd share with your friends? Is this something that is noteworthy at the end of the day? If not, then you probably should go back to the drawing board, right? Because otherwise, why are you creating content in the first place? And it's also on you if you're the manager of the website or the blog or the business, you have to keep driving the pace. You have to keep pushing people because Your workers, the employees aren't going to be nearly—they're just not going to care as much as you are. So you have to be the one that's constantly setting the standard and setting the tones, and it gets exhausting over time. But it does pay off at the end of the day because you're going to get what you want if you apply pressure, and if you don't apply pressure, the pressure will be applied to you. And I've learned that the hard way, but that's for another episode. Now, I kind of alluded to this, but let me—you know—the two websites that I created there. So portaltwowalkthrough.net and howtogeridopimples.net. And shortcuts will always torch you. And what I mean by that was at the time I was broke. I was in my very early 20s and I went to this website where I bought articles that were $25 or $50 and I'd buy a handful of those and then I'd buy a lot of spammy links from these websites. And what happened at the end of the day is all of a sudden I started noticing that, wow, I was getting like 20,000, 30,000 visitors per day or 100,000. It went up to 100,000 visitors per day, which is a lot. Wow. All of a sudden, maybe in 3 days or so, that traffic went from 100,000 all the way to nothing. I dropped my traffic all the way to nothing. And Google's algorithm quickly picked up that I was running a lot of shortcuts. And lesson learned, I was trying things, I suppose, in a gray hat way, and that just didn't work. And what I've learned in SEO and also in life and business too is that shortcuts will always torch you. And that's why I don't look for shortcuts anymore. And maybe earlier in my career, or maybe when I was a teenager or a kid, Yeah, I look for shortcuts because you're always looking for— you look at people above you and you envy them and you want to get there and you want to get there faster because it sucks to be where you are, right? Where you're kind of looking up at people. But I've just learned that especially with the game of SEO, patience is the name of the game and it takes time to get results and most people just aren't willing to wait for it. And it's the same thing in real life too. Most people just aren't willing to slog it out for not 1 year, not 5 years, but 10+ years Now, in SEO, it's not going to take you that long necessarily, but I'll just tell you that my website, singlebrain.com, didn't hit its first 100,000 visitors per month until maybe 3 years into it after I took the business over. We ended up capturing the number 1 ranking for the keyword digital marketing agency. And that was a really, that was a great keyword for us. And that drove customers such as Amazon, such as Uber, and a whole host of other customers. But that's what I would say. Shortcuts will always torch you. Now, I kind of briefly touched upon rankings. Like, yeah, we ranked number 1 for digital marketing agency and we got all the leads in the world. And that organic ranking certainly matters a lot more than the paid ranking because the paid one has a lot of, you know, when you're running ads for that keyword, there's a lot of noise that comes through. But when it's organic, you have a lot of quality people that come through there. And that's what I would say. Rankings are nice. I guess my point with this is rankings are nice, but you have to make sure that they drive business at the end of the day because Because who cares if you rank number 1 for a keyword? I ranked number 1. One of my first websites was lightshowvideos.com. And because I used to go to a lot of EDM festivals and electronic dance music, right? And I was really into these cool light shows. And so in a month or so, I captured a ranking. I bought the domain lightshowvideos.com and then I ranked number 1 for the keyword light show videos. And I was like, man, I've made it. But it's not like much traffic came in. And even if traffic came in, it wasn't high-intent traffic. So I really was just creating just to create. I didn't think about the customer intent. I didn't think about the customers at all. I didn't think about the business model that I was trying to create. I'm just like, I'm going to just try to rank number 1 for this keyword. And so you have to understand the why behind it. You have to understand the intent behind it. And you have to understand if there's volume or not behind these keywords. And you also have to understand the keyword difficulty too. If it's too hard to rank for that keyword and there's Ahrefs or Semrush will tell you how difficult it is to rank for a keyword, then maybe leave it alone and go for something that's a longer tail keyword where the keyword difficulty is less and that's going to help you. But don't base everything off of your keyword rankings. I certainly made that mistake in the very beginning and just, you got to focus on business ROI at the end of the day. And that's what's going to help you. I would also say, Similar to the shortcuts thing, quality is always going to beat quantity, always. So you can publish 1,000 crap articles, but if they're all crap, it's just not going to matter. But if you publish one really good piece that you spend a month, 2 months, 3 months working on, that's going to stand out. It's going to get shared. A lot of people are going to download it and people will talk about it because it's that damn good, right? And so quality is always going to beat quantity. And I just came back from a trip in Italy, and when you look at how certain things are designed, how clothes are designed, how shoes are designed, it's always quality. Do they go for quantity? No, they're proud of the quality that they create. And it's very noticeable, which is why they have some of the best clothes in the world. Now, something that's counterintuitive is that people talk about conversion rate optimization, also known as CRO. Talk about SEO, which is search engine optimization, obviously. When a site becomes really big, we're talking it's driving millions of visitors per month, SEO becomes CRO at high levels, right? So when you're getting— when a site becomes really big. So what do I mean by that? Well, if you're an SEO, you're monitoring the site speed. Well, site speed also affects conversion rates as well. And well, if you're going to create a bunch of pages programmatically, you also have to optimize the conversion rates on these pages as well programmatically. It helps you if you are an SEO and you also understand CRO. And to me, CRO is not that difficult. To me, it's all about having an experimentation mindset, looking at what other people are doing and just testing, testing, testing. And that's why when you are an SEO and you're going to manage a larger website, you have to understand CRO. And you can't just say, oh, CRO is not under my purview because that's lazy and not trying to understand. And by the way, it's really not that hard to understand CRO. And I would say some of the CROs I know in the world who are kind of single discipline, same thing with SEOs, their skills are very limited. You have to become more of a T-shaped marketer, which I'll just talk about in a second. But SEO does become CRO at high levels and you have to understand both because you could drive all the traffic in the world, but if it's not converting well, then who cares, right? And plus if you're multidisciplined, you're going to have a job for longer. You're going to be more valuable than just the person that understands SEO. And I see, Over the last couple years, I've seen so many good SEOs laid off just because they're one-trick ponies, right? And so going from SEO, learning CRO, and then becoming more of a T-shaped marketer. So for me, for example, I'm a T-shaped marketer. So a T is like right here and maybe the long end of the T, going from the, let's just say the vertical side, I'm deep on SEO, but I'm also dangerous when it comes to copywriting. I'm dangerous when it comes to CRO. I'm dangerous when it comes to running paid media. I'm dangerous when it comes to email marketing. And so affiliate marketing, same thing. There's all these different disciplines when it comes to marketing and it's on you to understand these different areas so people don't walk around you or run circles around you, I should say. So become a T-shaped marketer, diversify, and maybe the gateway is you learn CRO first. Maybe you're working for an agency, you get to work on some larger websites and you'll understand that this stuff really isn't that difficult and you can understand all these things. And when you get into group conversations or you have difficult conversations, you're going to be a lot more dangerous in the room because you know a lot more than other people. You're not just a generic SEO. And like I said, SEO is changing so much now that you have to become a T-shaped marketer, I believe. Otherwise, you're going to be in trouble. All right, quick note. This is about my company. It's called Single Grain. And Single Grain is an ad agency where we're focused on driving innovation. And so I want to talk about a couple of new strategies. And if you need help with marketing, great. If not, here are a couple of new strategies that you should try out. One is programmatic CRO. So we are doing programmatic conversion rate optimization on our site. We're building products that will automatically optimize your site to increase conversion rates. We're also auto-optimizing, auto-updating from an SEO standpoint. And we're constantly thinking about what else we can do in terms of enriching the visitors that are hitting your website, and also tailoring custom messages for them using AI. And so there's a handful of things that we're doing from a marketing standpoint. And our mission is just to drive more innovation. So if you want to learn more, just go to singlegrain.com, grain like rice. So singlegrain.com to learn more and we'll see you inside. Now, I don't want to forget about technical SEO. Technical SEO is also very important because even in today's day and age, especially we're going into a world of AI where there's going to be a proliferation of websites, a proliferation of widgets, tools, things like that. You have to be looking at, yes, you got to be looking at your site speed, Yes, ideally, what we do on our side is we use— Ahrefs has a site audit tool that's going to score your website every single week. We just try to make sure we're above 90 every single week, but it's looking at, hey, do you have redirect issues? Are pages blocked? Is your site too— we mentioned site speed as well. Are you having pages that are not being— we talked about pages not being indexed, for example, right? But a lot of technical issues, you can use different tools like Screaming Frog out there. It'll crawl your site and Screaming Frog now has an OpenAI integration, so you can have AI help you along with Screaming Frog. But your technical SEO matters. I just, there are certain things such as, for example, if you have a website on a subdomain, okay, it's, or versus a subfolder, the subfolder has a chance of getting 5 to 10% more traffic. When you put it on a subdomain, it loses more, right? And Google's actually confirmed this themselves with the recent Google leak. And Google confirmed a lot of things that as SEOs, we've known for a very long time, which I might talk about in a second. But your technical SEO does matter at the end of the day. Just make sure that you set that foundation up correctly from the beginning. That way you don't have to worry as much as your site continues to grow and you're going to have to continue to clean your garden over time. A lot of people like to talk about tools in the SEO space like, oh, you know, I like Ahrefs, I like Semrush, I like Screaming Frog. But the problem with tools is that most of them are backward looking and some of them have features where you can, they're a little forward looking. So just keep in mind, yes, you can look at how things are trending. You can definitely use tools like Exploding Topics out there to look at topics that are exploding. But you really need to just understand your industry. You need to follow the news as well. That way you can be ahead as things are happening. I'm not saying don't use these tools. We love using these tools. We pay for these tools, but don't have these tools be the end-all be-all because if you're just doing keyword research, you're just backward looking. You have to be looking ahead and maybe part of the time you're attacking the news and part of the time you're just covering evergreen content, right? So you have to have a strong content strategy. as well. And you have to understand what works with your industry and what your team's really good at doing versus what they're not good at doing. Because you can't try to do everything under the sun when it comes to content strategy. But tools are great. You got to think about your content strategy and you got to be thoughtful about your content strategy because just winging it might have worked 5 years ago. Nowadays, it's much different. People understand a lot more. People are working a lot harder. And that's why it's just becoming more competitive. And that's why also, that's why you have to diversify because the attention is diversifying. On the internet, and related to tools, we talk about analytics. We talk. So what's really important is the fact that if you're going to do something, you have to measure it. And what I mean by that is what gets measured gets managed. If you don't measure it, how are you going to manage it at the end of the day? How are you going to know if you're succeeding or not? And that means looking at your Google Search Console. That means looking at your Google Analytics. That means using different tools that are out there. It means tracking your keywords. All that stuff. I mean, that's one side of things. Yes, absolutely measure those things. But you know what ultimately matters? If you're in the client services business like we are at Single Grain, what matters at the end of the day is ROI. If you're working with a client, it's, oh yeah, we got these keyword rankings. Oh look, their traffic went up by 500%. Who gives a crap if it didn't return a return on investment? If they're investing $10,000 a month with you, they better be getting a return on that $20,000, $30,000 a month because that's a good return on investment. What isn't a good return on investment is they put $10,000 and they're losing money, losing money. And the agency's asking them for more money, for more money. So you have to constantly keep the ROI in mind. What is the return on investment? If the client invests X, what are they getting in return? That's what matters at the end of the day, because marketing is a subset of business. Let's remember that. It's not marketing stands alone. It's marketing is a subset of business. We're here to help the business. Now, earlier I talked about the concept of pruning. Your website gets bigger and bigger over time. And in the recent Google leaks, Google has said itself, yeah, pruning content matters a lot. Consolidating content matters a lot. Updating content matters a lot. When you think about Wikipedia, the reason they drive millions and millions and millions of keywords or traffic is because their content is constantly updated. Anybody can contribute and then they have moderators that will approve or disapprove, but it's an open system where people can continue to contribute. And I remember looking at an Abraham Lincoln post on Wikipedia and initially it was like 2,000 or 3,000 words or so, but over years I think it grew to maybe 20,000, 30,000 words or so. Over the years, it just continued to compound over time because it kept getting updated. You might have content where, let's say I have a piece on conversion rate optimization, an introduction, and then I have a beginner's guide to conversion rate optimization. Maybe I should consolidate those pieces and make them more powerful because that can then become the best resource. Or maybe there's content I published from 10 years ago and there's a lot of content I published from 10 years ago that's no longer relevant. Maybe that should be deleted because then I can free up crawl budget for the search engines to crawl the rest of my site. And by the way, internal links are still important to this day and age because, in this day and age, because search engines need a signal to go find other important pages. Otherwise, how are they going to know what to search for? You got to make things easier for the search engines, which is why internal links are important. Technical SEO is important. Updating, deleting, consolidating content makes it easier for the search engines as well. And that's what it ultimately is. So a lot of, some of the things I'm talking about, standard blocking and tackling, some of the stuff is more advanced, but all this stuff was accumulated in the last 15 years, right? I have a couple more things. The next one is on the idea that community is the new SEO. So what I mean by that, you look at Reddit, you look at Quora, you look at a lot of these community websites. And I invested in a company called Skool. Their traffic is shooting up into the right. And then even other communities for companies like HubSpot or Zapier, their communities are shooting up into the right. Why is that? Well, because of AI. AI is a big piece of it. So when you have communities like Reddit or Quora, you have humans that are continuing They're adding to the dataset, right? And it's unique. These are raw answers from other human beings. It's very unique content and it seems to be trustworthy. In fact, I've been on a Reddit tear the last couple days and I've learned a lot of things on the topics that I'm interested in. And so community is very much becoming a big part of SEO. You can even call it the new SEO if you'd like to call it that, because people like new things. But to me, it's just an integral part of SEO. So can you create a community out there? You can go use a software like Skool, that's S-K-O-O-L, or you can go find other software out there. There's another one called Circle and you can have these communities. And the good thing about community too is not only does it build SEO, but it builds— it's a retention mechanism to keep your audience hanging out there. So an audience might be someone going to watch a concert, for example, and then there's a singer that's the audience for the singer, right? But a community, they're interacting with each other and people ultimately stay for the community. Because they like the people in the community. They like hanging out with like-minded people. It makes them excited. It gets them, it gives them energy at the end of the day. And so I think community is going to continue to be a big part of SEO. Now, look, we're talking about AI a little bit. If you're going to create AI content, don't just use the AI and just have it create a bunch of content for you. You need a human in a loop as of today. So I believe AI-assisted is the way to go. And so for example, for this podcast, We might take the transcript from it and then we might put the transcript into ChatGPT and ask ChatGPT to make a blog post from it with headers, with subheaders and things like that. But that's not the end of it. Most people just stop it right there and they just go and post it. But if you have a human in the loop, they will fact check, they'll add links, they'll add statistics, they'll add images and things like that. They'll enhance the piece. And once that piece is enhanced, then it's ready for prime time. And that's what we call AI-assisted. And our AI-assisted content has performed a lot better than our programmatic SEO content. And well, there's a reason for that because the quality is just higher. Now, programmatic SEO, when done correctly, it can work well. But even sites like TripAdvisor that were getting over, they're getting hundreds of millions of visitors per month from SEO, they've tanked their traffic. And I believe a lot of these sites that have used programmatic SEO, which is the idea of creating these templated pages based on, could be different locations or different type of services. So for example, Los Angeles digital marketing agency, New York digital marketing agency, New York SEO agency. You can create a lot of these pages programmatically, but Google's been cracking down on those. And I believe AI-assisted programmatic will probably, or sorry, human-in-the-loop programmatic SEO would probably work well, but you can't just do pure programmatic. That's only going to take you so far. Speaking of going far, the other thing that is very underrated is internationalization. And so Google has a lot of content in English already, but they're missing a lot of content in other languages. So if you can translate to those languages, you're going to get a boatload of traffic there. And if you really want to expand your business going international, if you have those ambitions, that goes a long way. And so internationalization might be something that you might be interested in. And I would say jump on it now if that's something that's going to be relevant to your business. And the final thing I want to say here is this. So talking about the future of SEO. So yeah, I've been doing SEO for 15 years or so, but the landscape has changed a lot. A lot of people are freaking out. You won't freak out if you diversify. You won't freak out if you do all the things that I told you in this video. And to be honest, Google themselves, they've said that they don't know where SEO is going in the near future. They're just as unsure as you and I are. And that's, that's a good thing. A lot of stuff is changing. It's not just all about Google anymore. Like I mentioned earlier, there's a lot of different channels, but search as we know it might be completely reimagined given how quickly technology is shifting. So in the next 5 to 10 years, we're really going to see what SEO will evolve to. But I just want to share my wisdom with you. This is 15 years of SEO knowledge in roughly about 30 minutes or so. And if you have other thoughts, go ahead and leave them in the comments. Please let me know what other videos you'd like me to create. I hope you found this helpful, and we'll catch you in the next video.