1 00:00:02,440 --> 00:00:04,960 In today's episode, the internet has changed 2 00:00:04,960 --> 00:00:07,399 again. Because companies need to optimize 3 00:00:07,399 --> 00:00:09,800 their sites for AI before they lose 4 00:00:09,800 --> 00:00:12,080 visibility. 5 00:00:12,080 --> 00:00:13,719 Hello everyone. Welcome to 6 00:00:13,719 --> 00:00:16,920 another episode of the XMACNA podcast. I'm 7 00:00:16,920 --> 00:00:19,640 Gustavo Fechus. Today I'm here again 8 00:00:19,640 --> 00:00:21,000 with my friend Daniel 9 00:00:21,000 --> 00:00:24,480 Raladares, whom I always thank 10 00:00:24,480 --> 00:00:26,119 for his courage. 11 00:00:26,119 --> 00:00:28,119 And we're also here with Lucca 12 00:00:28,119 --> 00:00:32,320 Carvalho, CEO of XMACNA. Thank you, Lucca. 13 00:00:32,320 --> 00:00:35,600 Despite the time zone difference, I appreciate 14 00:00:35,600 --> 00:00:38,520 having you here with us today as well. 15 00:00:38,520 --> 00:00:40,399 This time so we can talk 16 00:00:40,399 --> 00:00:44,800 with you all about a topic that 17 00:00:44,800 --> 00:00:47,600 has really kept us busy here in the 18 00:00:47,600 --> 00:00:49,280 lab, right, Lucca? We've 19 00:00:49,280 --> 00:00:52,640 been working a lot on 20 00:00:52,640 --> 00:00:56,680 these points regarding SEO, 21 00:00:56,680 --> 00:00:59,039 and to 22 00:00:59,039 --> 00:01:01,239 and I think today we'll have 23 00:01:01,239 --> 00:01:03,719 the chance to dive into which paths 24 00:01:03,719 --> 00:01:06,680 these are and how important developments 25 00:01:06,680 --> 00:01:09,600 can position—or not position— 26 00:01:09,600 --> 00:01:14,159 companies, services, 27 00:01:14,159 --> 00:01:17,840 products, market segments that 28 00:01:17,840 --> 00:01:19,720 are experiencing, as we all are, 29 00:01:19,720 --> 00:01:22,759 a very disruptive revolution 30 00:01:22,759 --> 00:01:26,759 that's changing the entire logic of the game. 31 00:01:26,759 --> 00:01:29,439 right, of visibility on Google in the face of 32 00:01:29,439 --> 00:01:33,799 new search engines powered by 33 00:01:33,799 --> 00:01:36,360 artificial intelligence. So, 34 00:01:36,360 --> 00:01:38,880 Lucca, since you're here with us today, 35 00:01:38,880 --> 00:01:42,880 I wanted to ask you a 36 00:01:42,880 --> 00:01:44,119 question, which is the following: 37 00:01:44,119 --> 00:01:45,680 let's imagine we have here an 38 00:01:45,680 --> 00:01:49,920 audience that's convinced that 39 00:01:49,920 --> 00:01:53,200 AI is the present and the future, right? And 40 00:01:53,200 --> 00:01:55,880 this person really wants to start from 41 00:01:55,880 --> 00:01:58,119 somewhere, right? Let's imagine the ball 42 00:01:58,119 --> 00:02:00,039 is round, so you can start from so many 43 00:02:00,039 --> 00:02:02,920 places, but your suggestion for someone 44 00:02:02,920 --> 00:02:05,079 who wants to start with AI and doesn't know 45 00:02:05,079 --> 00:02:08,479 exactly how or where to begin, what 46 00:02:08,479 --> 00:02:10,200 would it be? Please elaborate for us on this 47 00:02:10,200 --> 00:02:12,440 idea, please. 48 00:02:12,440 --> 00:02:14,879 >> Look, if you have a company and want to 49 00:02:14,879 --> 00:02:18,160 start with AI, the answer is XMACNA, come 50 00:02:18,160 --> 00:02:19,840 talk to us, because the problem 51 00:02:19,840 --> 00:02:22,160 can have a million different sizes. Your 52 00:02:22,160 --> 00:02:25,000 problem might involve hiring the 53 00:02:25,000 --> 00:02:26,640 cloud code and activating some skills, 54 00:02:26,640 --> 00:02:28,720 getting things running, and then you count on support 55 00:02:28,720 --> 00:02:31,040 to even help set it up. 56 00:02:31,040 --> 00:02:33,000 But it could also mean setting up 57 00:02:33,000 --> 00:02:35,200 custom systems for you. Anyway, 58 00:02:35,200 --> 00:02:37,760 it's a huge topic, right? We're 59 00:02:37,760 --> 00:02:39,840 talking about something completely 60 00:02:39,840 --> 00:02:43,400 cross-cutting. Yeah, but focusing exactly 61 00:02:43,400 --> 00:02:45,280 No, that's not the problem we're trying to 62 00:02:45,280 --> 00:02:48,040 talk about here today, which is EO, 63 00:02:48,040 --> 00:02:49,519 yeah, I'm just going to say EO because, 64 00:02:49,519 --> 00:02:51,599 anyway, it's a word I only deal with 65 00:02:51,599 --> 00:02:53,319 with only digitally, so for me 66 00:02:53,319 --> 00:02:58,440 it's become 'EO', even though it's 'A-E-O' and if everyone 67 00:02:58,440 --> 00:03:02,519 knows it, you do too. So, what 68 00:03:02,519 --> 00:03:05,720 is that, right? How do you 69 00:03:05,720 --> 00:03:07,159 get ready to show up on Google? Google 70 00:03:07,159 --> 00:03:08,720 has certain rules for how you 71 00:03:08,720 --> 00:03:10,840 show up there for it. And now the rules 72 00:03:10,840 --> 00:03:13,920 have changed because... 73 00:03:13,920 --> 00:03:15,519 people don't necessarily 74 00:03:15,519 --> 00:03:17,760 ask Google or, actually, even 75 00:03:17,760 --> 00:03:19,239 when asking Google, the first 76 00:03:19,239 --> 00:03:21,159 answer it gives goes through a 77 00:03:21,159 --> 00:03:22,920 language model that fetches the 78 00:03:22,920 --> 00:03:24,560 information. And now there are also 79 00:03:24,560 --> 00:03:27,159 guidelines on how you prepare your 80 00:03:27,159 --> 00:03:29,239 site so it can be read and 81 00:03:29,239 --> 00:03:31,239 referenced by these answer engines. 82 00:03:31,239 --> 00:03:33,879 So it's the word 'answer' from 83 00:03:33,879 --> 00:03:36,640 'answer optimization', right? 'Answer Engine' 84 00:03:36,640 --> 00:03:39,560 optimization, so, answer engine. And 85 00:03:39,560 --> 00:03:41,560 we're going to optimize our site for the 86 00:03:41,560 --> 00:03:44,239 answer engine. So then, about 87 00:03:44,239 --> 00:03:45,879 our topic today, if you have a 88 00:03:45,879 --> 00:03:49,159 website, maybe you paid 89 00:03:49,159 --> 00:03:50,599 the communication team some time ago 90 00:03:50,599 --> 00:03:52,480 to have someone do, well, a 91 00:03:52,480 --> 00:03:54,439 an agency, maybe you have a team 92 00:03:54,439 --> 00:03:56,920 in-house that deals with this, maybe you use 93 00:03:56,920 --> 00:03:59,959 something like Wix, anyway. That's why each 94 00:03:59,959 --> 00:04:02,560 company will have its own problem, 95 00:04:02,560 --> 00:04:05,560 but the chance that you are 96 00:04:05,560 --> 00:04:07,079 fully up to date regarding 97 00:04:07,079 --> 00:04:09,760 this AEO issue, what does 98 00:04:09,760 --> 00:04:13,200 that mean? If someone asks 99 00:04:13,200 --> 00:04:17,320 Google today how to make, I don't know, like 100 00:04:17,320 --> 00:04:22,160 birthday cakes in São Paulo, 101 00:04:22,160 --> 00:04:25,320 today it will search on the 102 00:04:25,320 --> 00:04:26,840 internet for some companies that are 103 00:04:26,840 --> 00:04:28,520 able to show up in that 104 00:04:28,520 --> 00:04:30,720 citation. If you don't show up, if 105 00:04:30,720 --> 00:04:32,880 you're not eligible to be cited, you 106 00:04:32,880 --> 00:04:34,639 could be left behind. And the truth is 107 00:04:34,639 --> 00:04:35,880 right now no one is eligible to be cited, 108 00:04:35,880 --> 00:04:38,479 because Google has updated these rules. 109 00:04:38,479 --> 00:04:41,800 It's been a week, two weeks, something like 110 00:04:41,800 --> 00:04:43,720 that, just to date this show here. 111 00:04:43,720 --> 00:04:45,400 It's something very new. So, everyone 112 00:04:45,400 --> 00:04:46,800 who has a website, everyone who has an 113 00:04:46,800 --> 00:04:49,479 online presence, everyone who has 114 00:04:49,479 --> 00:04:54,039 an online storefront, until now 115 00:04:54,039 --> 00:04:56,479 shouldn't overlook this. You 116 00:04:56,479 --> 00:04:58,440 need to update. Guys, this isn't 117 00:04:58,440 --> 00:05:01,360 new, really. We're talking about AEO 118 00:05:01,360 --> 00:05:03,160 as a discipline, right, let's put it 119 00:05:03,160 --> 00:05:04,720 that way, but the truth is it's very 120 00:05:04,720 --> 00:05:06,360 cross-cutting, so it touches on other 121 00:05:06,360 --> 00:05:09,680 disciplines. And now this is impacting a 122 00:05:09,680 --> 00:05:11,800 digital marketing discipline, something 123 00:05:11,800 --> 00:05:13,560 that every marketing professional is 124 00:05:13,560 --> 00:05:15,880 used to doing. Google releases 125 00:05:15,880 --> 00:05:17,639 updates and eventually you have to 126 00:05:17,639 --> 00:05:18,960 prepare your site so it can be 127 00:05:18,960 --> 00:05:21,560 crawled by Google. And now there's 128 00:05:21,560 --> 00:05:23,440 a new rule there, it's not just Google, 129 00:05:23,440 --> 00:05:26,400 there's ATPT, there's Perplexity, there's 130 00:05:26,400 --> 00:05:28,600 Bing, there's Claude, you have 131 00:05:28,600 --> 00:05:29,840 to be ready to be queried 132 00:05:29,840 --> 00:05:31,400 by these companies and there's a 133 00:05:31,400 --> 00:05:33,120 bit of work there, some homework 134 00:05:33,120 --> 00:05:34,680 on the technical side that needs to be done to 135 00:05:34,680 --> 00:05:37,720 get your site among the 136 00:05:37,720 --> 00:05:39,280 top ones there. And the cool thing is that, since 137 00:05:39,280 --> 00:05:40,880 no one has done it yet, whoever does it first gets ahead, right? 138 00:05:40,880 --> 00:05:41,919 ahead, right? 139 00:05:41,919 --> 00:05:43,840 >> That's what I was going to ask, Lucas, just to 140 00:05:43,840 --> 00:05:46,039 already pass the word here to 141 00:05:46,039 --> 00:05:48,440 Daniel. Let's imagine someone has 142 00:05:48,440 --> 00:05:50,960 done their SEO homework their whole 143 00:05:50,960 --> 00:05:53,639 life, it's like this, they're technically good, 144 00:05:53,639 --> 00:05:56,080 producing blog content to 145 00:05:56,080 --> 00:05:58,319 rank, their site is technically 146 00:05:58,319 --> 00:06:00,639 also well done. 147 00:06:00,639 --> 00:06:02,720 Despite all that work, what you're 148 00:06:02,720 --> 00:06:05,400 telling us here now is that 149 00:06:05,400 --> 00:06:08,639 this new search condition, which has 150 00:06:08,639 --> 00:06:11,520 this AI aspect, changes the rules 151 00:06:11,520 --> 00:06:14,720 changing the game radically. Is that it? So, 152 00:06:14,720 --> 00:06:17,520 so yeah, whoever gets there first, 153 00:06:17,520 --> 00:06:19,280 right, using that image of 154 00:06:19,280 --> 00:06:21,280 who arrives first drinks clean water, they have 155 00:06:21,280 --> 00:06:22,919 so now, we have a new window of 156 00:06:22,919 --> 00:06:25,080 real opportunity, right, for 157 00:06:25,080 --> 00:06:28,000 brand repositioning, yeah, in a 158 00:06:28,000 --> 00:06:30,039 very significant way, right? 159 00:06:30,039 --> 00:06:32,440 That's it. And since a podcast is a 160 00:06:32,440 --> 00:06:34,560 slightly longer format, we 161 00:06:34,560 --> 00:06:36,080 don’t need to look for a 162 00:06:36,080 --> 00:06:39,199 very short answer here, so I'm going to take the risk 163 00:06:39,199 --> 00:06:42,800 of making a prediction here. I'll 164 00:06:42,800 --> 00:06:45,800 I'll share a trend here, okay, and then 165 00:06:45,800 --> 00:06:47,720 follow my logic and tell me 166 00:06:47,720 --> 00:06:49,759 if it makes sense. But it's like this: 167 00:06:49,759 --> 00:06:53,199 so, the internet was born and then, 168 00:06:53,199 --> 00:06:54,440 everyone needed to have a website. If 169 00:06:54,440 --> 00:06:56,000 you didn’t have a website, you didn’t 170 00:06:56,000 --> 00:06:58,560 exist. That was it, you had to have 171 00:06:58,560 --> 00:07:02,759 a website. Then at some point, I don't know when, 172 00:07:02,759 --> 00:07:04,199 man, I'm terrible with dates, but 173 00:07:04,199 --> 00:07:06,080 Facebook was born, started with MySpace, 174 00:07:06,080 --> 00:07:09,199 but then Facebook started. And it said: “Dude, 175 00:07:09,199 --> 00:07:11,440 for a website, you have to buy a domain, you 176 00:07:11,440 --> 00:07:13,720 need to take care of all the technical stuff, 177 00:07:13,720 --> 00:07:15,599 host it, update it from time 178 00:07:15,599 --> 00:07:19,319 to time.” Yeah, man, dealing with websites. 179 00:07:19,319 --> 00:07:21,520 No, just make a Facebook page, you 180 00:07:21,520 --> 00:07:24,080 centralize everything here. Here you make your 181 00:07:24,080 --> 00:07:26,520 Shop window, you can sell, talk to 182 00:07:26,520 --> 00:07:27,919 your customers, there's a thing here about 183 00:07:27,919 --> 00:07:30,160 chat, look how cool, why not? Then 184 00:07:30,160 --> 00:07:32,080 everyone in the market did this. And, man, 185 00:07:32,080 --> 00:07:33,599 I was there, I was working with 186 00:07:33,599 --> 00:07:35,639 marketing at the time, okay? I was 187 00:07:35,639 --> 00:07:37,680 involved, I was participating in this 188 00:07:37,680 --> 00:07:40,319 conversation and, and, yeah, obviously, right, 189 00:07:40,319 --> 00:07:42,160 it's easy to be a backseat engineer, 190 00:07:42,160 --> 00:07:46,080 but I used to say this a lot. It's 191 00:07:46,080 --> 00:07:49,599 hard to put all your 192 00:07:49,599 --> 00:07:52,599 eggs in a business where you don't own the 193 00:07:52,599 --> 00:07:53,919 yard, right? The yard isn't yours, the 194 00:07:53,919 --> 00:07:56,280 yard belongs to Facebook. So, for example, a 195 00:07:56,280 --> 00:07:58,400 website, whether you like it or not, you play by the 196 00:07:58,400 --> 00:07:59,960 rules of the web. The web rules are, for the most 197 00:07:59,960 --> 00:08:01,879 part, Google's rules, all 198 00:08:01,879 --> 00:08:04,240 right, but you build an asset, you build 199 00:08:04,240 --> 00:08:07,400 branding, you build, anyway, the 200 00:08:07,400 --> 00:08:10,240 site is yours, you own it there, it's your 201 00:08:10,240 --> 00:08:12,840 piece of land on the internet, let's put it 202 00:08:12,840 --> 00:08:16,599 that way. Facebook isn't. And then Facebook 203 00:08:16,599 --> 00:08:19,000 did what? They changed the algorithm. So, the 204 00:08:19,000 --> 00:08:21,840 people stopped seeing company pages 205 00:08:21,840 --> 00:08:24,199 because they decided it was 206 00:08:24,199 --> 00:08:26,440 about connecting people. The 207 00:08:26,440 --> 00:08:28,120 companies that had spent a lot 208 00:08:28,120 --> 00:08:29,800 to be able to build an audience, whose 209 00:08:29,800 --> 00:08:31,199 idea was this: you paid, 210 00:08:31,199 --> 00:08:32,560 to get those followers, then 211 00:08:32,560 --> 00:08:33,479 You used to be able to reach those 212 00:08:33,479 --> 00:08:35,240 followers whenever you wanted, but 213 00:08:35,240 --> 00:08:38,039 that stopped being true because to 214 00:08:38,039 --> 00:08:39,240 reach the followers you already had, 215 00:08:39,240 --> 00:08:40,919 the ones you had paid to get, you had to 216 00:08:40,919 --> 00:08:43,000 pay again to show up. So 217 00:08:43,000 --> 00:08:46,440 Facebook pulled the rug out from under 218 00:08:46,440 --> 00:08:48,519 everyone and the internet got lost. It's 219 00:08:48,519 --> 00:08:50,080 true that the internet got lost. 220 00:08:50,080 --> 00:08:53,480 Today, Instagram has kind of become 221 00:08:53,480 --> 00:08:55,959 a showcase for many businesses, but 222 00:08:55,959 --> 00:08:58,480 Instagram isn't indexable. And people 223 00:08:58,480 --> 00:09:00,920 Instagram still judges 224 00:09:00,920 --> 00:09:02,399 based on Facebook's rules, just like 225 00:09:02,399 --> 00:09:06,320 with X, with Twitter. So, having a website 226 00:09:06,320 --> 00:09:09,040 is something that will be mentioned by an AI. And 227 00:09:09,040 --> 00:09:10,720 nowadays we have several, in fact we already 228 00:09:10,720 --> 00:09:12,760 do, and we’ll keep having several of them 229 00:09:12,760 --> 00:09:14,399 because there's a lot of investment from these 230 00:09:14,399 --> 00:09:16,519 companies to keep up this 231 00:09:16,519 --> 00:09:19,480 competition. So, websites are going to become 232 00:09:19,480 --> 00:09:24,120 relevant again because if you 233 00:09:24,120 --> 00:09:25,600 if they ask the AI and you don't 234 00:09:25,600 --> 00:09:27,240 have a website, it's not going to 235 00:09:27,240 --> 00:09:30,839 reference you. And look, today there are 236 00:09:30,839 --> 00:09:32,279 so many old websites, so many sites 237 00:09:32,279 --> 00:09:34,560 in need of renovation and it's different, 238 00:09:34,560 --> 00:09:35,760 unlike what happened 239 00:09:35,760 --> 00:09:38,560 before, when it was very hard 240 00:09:38,560 --> 00:09:41,760 to make a website, now it's much more 241 00:09:41,760 --> 00:09:43,560 It's nice, much easier, because 242 00:09:43,560 --> 00:09:44,720 we also do this using 243 00:09:44,720 --> 00:09:46,399 artificial intelligence. So, the 244 00:09:46,399 --> 00:09:47,720 problem that previously made people 245 00:09:47,720 --> 00:09:49,440 move away from the web 246 00:09:49,440 --> 00:09:51,079 has disappeared; that barrier to entry 247 00:09:51,079 --> 00:09:53,839 is gone. And the reason for you 248 00:09:53,839 --> 00:09:56,640 to have a strong internet presence has also changed 249 00:09:56,640 --> 00:09:59,160 drastically because social networks 250 00:09:59,160 --> 00:10:02,839 stopped delivering traffic, and the 251 00:10:02,839 --> 00:10:05,480 AIs now deliver the traffic instead 252 00:10:05,480 --> 00:10:07,240 of search engines. So, there is 253 00:10:07,240 --> 00:10:10,279 a tectonic shift happening, there's 254 00:10:10,279 --> 00:10:13,360 a change in the plates, and we 255 00:10:13,360 --> 00:10:15,560 have to read where a new 256 00:10:15,560 --> 00:10:18,120 mountain range will form to position ourselves. And what 257 00:10:18,120 --> 00:10:20,800 we know, as it stands, is that 258 00:10:20,800 --> 00:10:23,720 you don’t have to read the stars to see that 259 00:10:23,720 --> 00:10:25,079 people are using AI to 260 00:10:25,079 --> 00:10:26,800 search, ChatGPT, Gemini and everything 261 00:10:26,800 --> 00:10:29,279 else. Your company becomes invisible if it doesn't 262 00:10:29,279 --> 00:10:32,200 follow the basic rules 263 00:10:32,200 --> 00:10:34,240 of Google. And that's nothing new, there are 264 00:10:34,240 --> 00:10:36,399 rules every year, they change 265 00:10:36,399 --> 00:10:38,040 something, there's always something they 266 00:10:38,040 --> 00:10:40,720 change. But this year, it just so happens it's a 267 00:10:40,720 --> 00:10:41,920 bit more dramatic, because we are 268 00:10:41,920 --> 00:10:43,320 living through a technological moment 269 00:10:43,320 --> 00:10:45,760 that is more dramatic, so more 270 00:10:45,760 --> 00:10:47,600 important changes are happening. 271 00:10:47,600 --> 00:10:49,839 Alright, Daniel. I'm going to give you the floor. 272 00:10:49,839 --> 00:10:52,079 just to continue this reflection here that 273 00:10:52,079 --> 00:10:54,040 Lucca brought to us, with a context that is 274 00:10:54,040 --> 00:10:56,800 really important for us to understand, because 275 00:10:56,800 --> 00:10:58,160 otherwise it starts to seem, right, Lucca, 276 00:10:58,160 --> 00:11:00,839 like it's free. Oh, just do it, because 277 00:11:00,839 --> 00:11:02,600 someone said so, but you actually need to 278 00:11:02,600 --> 00:11:05,399 pay attention to a logic of repositioning 279 00:11:05,399 --> 00:11:08,240 the entire internet at this moment, right? 280 00:11:08,240 --> 00:11:09,880 So, Daniel, when we talk 281 00:11:09,880 --> 00:11:11,680 like this, about needing a website, sometimes 282 00:11:11,680 --> 00:11:14,240 the website of whoever is listening to us right now, either 283 00:11:14,240 --> 00:11:17,240 doesn't even exist, or was made in the nineteenth century, and 284 00:11:17,240 --> 00:11:18,959 it has a bunch of technical debt, and 285 00:11:18,959 --> 00:11:22,000 all that. Ultimately, what we're saying 286 00:11:22,000 --> 00:11:24,240 is still, always, about a funnel of 287 00:11:24,240 --> 00:11:26,040 acquisition, right? A funnel for 288 00:11:26,040 --> 00:11:29,680 revenue, a sales funnel that starts with 289 00:11:29,680 --> 00:11:32,079 someone searching for a product or a 290 00:11:32,079 --> 00:11:34,360 service. So, tell us a bit 291 00:11:34,360 --> 00:11:35,959 from your perspective, Daniel, how do you 292 00:11:35,959 --> 00:11:39,399 see this moment as well, hmm, in 293 00:11:39,399 --> 00:11:41,760 which we are having to, hmm, 294 00:11:41,760 --> 00:11:43,399 sometimes take a step back, right? 295 00:11:43,399 --> 00:11:45,600 It might seem like that, right Lucca, like, 296 00:11:45,600 --> 00:11:46,959 do I really have to make a new website? 297 00:11:46,959 --> 00:11:49,000 Well, sometimes yes. And we 298 00:11:49,000 --> 00:11:51,600 have some very fast and very 299 00:11:51,600 --> 00:11:54,880 precise solutions for a truly impressive result. 300 00:11:54,880 --> 00:11:58,320 That much I can guarantee, right? But 301 00:11:58,320 --> 00:12:00,360 Then, on top of that, we think like this: no... 302 00:12:00,360 --> 00:12:02,040 It's just a website, right? Like, once you 303 00:12:02,040 --> 00:12:04,480 have a technically sound website 304 00:12:04,480 --> 00:12:06,200 for good ranking, what comes 305 00:12:06,200 --> 00:12:08,480 after that? Tell me a bit about your 306 00:12:08,480 --> 00:12:10,079 experience. 307 00:12:10,079 --> 00:12:12,959 Working so much and so... Currently 308 00:12:12,959 --> 00:12:15,199 with automations for this area of 309 00:12:15,199 --> 00:12:16,800 life. Tell us. 310 00:12:16,800 --> 00:12:18,639 Man, I think the first step here, 311 00:12:18,639 --> 00:12:21,760 actually, even going back to what 312 00:12:21,760 --> 00:12:24,320 Lucca said earlier, right, if you're a 313 00:12:24,320 --> 00:12:26,959 business owner and you're not looking at AI, 314 00:12:26,959 --> 00:12:30,959 there's a problem, right? So, 315 00:12:30,959 --> 00:12:33,639 rethink your concepts. But 316 00:12:33,639 --> 00:12:35,079 jokes aside, 317 00:12:35,079 --> 00:12:36,680 The only reason he's not looking at 318 00:12:36,680 --> 00:12:39,079 Daniel, is because he's probably looking for 319 00:12:39,079 --> 00:12:40,760 a bank to get a loan, because the 320 00:12:40,760 --> 00:12:41,800 business isn’t doing well. I’m 321 00:12:41,800 --> 00:12:44,240 sure it's the business, 322 00:12:44,240 --> 00:12:45,639 it's the only reason. 323 00:12:45,639 --> 00:12:48,800 It's a problem, right? 324 00:12:48,800 --> 00:12:50,880 But that's really it, man. Now, 325 00:12:50,880 --> 00:12:52,839 looking at the 326 00:12:52,839 --> 00:12:55,800 bringing it back here, right? It's really 327 00:12:55,800 --> 00:12:57,600 interesting because when we talk 328 00:12:57,600 --> 00:13:00,399 about demand generation, right? Because, 329 00:13:00,399 --> 00:13:01,959 in the end, when we 330 00:13:01,959 --> 00:13:04,480 look at websites, that’s really what we’re 331 00:13:04,480 --> 00:13:08,480 You should think about it, right? Demand generation and 332 00:13:08,480 --> 00:13:12,160 customer awareness levels. Yeah, 333 00:13:12,160 --> 00:13:15,279 we always tend to look at 334 00:13:15,279 --> 00:13:17,800 traffic, right? Especially because of 335 00:13:17,800 --> 00:13:19,920 the trends that happened, you know, 336 00:13:19,920 --> 00:13:22,360 mainly during the pandemic period, 337 00:13:22,360 --> 00:13:25,560 and post-pandemic, with the product launches, 338 00:13:25,560 --> 00:13:27,800 how many times did you go on there 339 00:13:27,800 --> 00:13:30,079 to consume some content on Instagram 340 00:13:30,079 --> 00:13:33,120 or YouTube, and you saw three classes, 341 00:13:33,120 --> 00:13:36,199 100% free, 100% online, etc. 342 00:13:36,199 --> 00:13:39,519 Right? So all of this came from 343 00:13:39,519 --> 00:13:41,600 traffic, right? So traffic became a 344 00:13:41,600 --> 00:13:45,440 huge focus and gained a lot of power, 345 00:13:45,440 --> 00:13:48,079 and it seems that this is the only way you 346 00:13:48,079 --> 00:13:50,240 have to attract customers. But in 347 00:13:50,240 --> 00:13:53,079 truth, that's not it, right? We are here 348 00:13:53,079 --> 00:13:56,880 talking about a different game, the game where you 349 00:13:56,880 --> 00:14:00,360 manage to position yourself, attracting 350 00:14:00,360 --> 00:14:03,120 customers, attracting organic leads 351 00:14:03,120 --> 00:14:05,399 to your business. In other words, it's the 352 00:14:05,399 --> 00:14:09,120 investment in tagging, you know, in 353 00:14:09,120 --> 00:14:13,759 indexing, like SEO and AI, right, just 354 00:14:13,759 --> 00:14:15,360 like Lucca as well. I only used this 355 00:14:15,360 --> 00:14:17,920 for writing; we don't talk much, you know, with 356 00:14:17,920 --> 00:14:22,040 people. But the key point is when 357 00:14:22,040 --> 00:14:25,600 you work on this the right way, 358 00:14:25,600 --> 00:14:28,399 you're basically speaking to 359 00:14:28,399 --> 00:14:30,560 all the LLMs. You're speaking to 360 00:14:30,560 --> 00:14:33,399 ChatGPT, Claude, Gemini, whichever one. 361 00:14:33,399 --> 00:14:36,759 Like, which is the next LLM that's going to be released. 362 00:14:36,759 --> 00:14:39,440 Here's the thing: this is the information 363 00:14:39,440 --> 00:14:42,199 that I have in my business. This is 364 00:14:42,199 --> 00:14:43,639 the problem I solve here. So, 365 00:14:43,639 --> 00:14:45,720 when someone goes and searches about 366 00:14:45,720 --> 00:14:48,120 that, right, we used to have a 367 00:14:48,120 --> 00:14:50,519 movement of people searching on 368 00:14:50,519 --> 00:14:52,199 Google, then people started to 369 00:14:52,199 --> 00:14:54,639 search on YouTube too, to get 370 00:14:54,639 --> 00:14:56,360 a video lesson, something like that, some 371 00:14:56,360 --> 00:14:59,519 content that would help. And today, 372 00:14:59,519 --> 00:15:01,959 people have been asking AIs, right? 373 00:15:01,959 --> 00:15:03,320 As Lucca even mentioned, even when 374 00:15:03,320 --> 00:15:04,880 you search on Google today, in the end 375 00:15:04,880 --> 00:15:06,480 you're actually asking MAT 376 00:15:06,480 --> 00:15:10,440 too. So this indexing, 377 00:15:10,440 --> 00:15:15,000 this AI-friendly site will make it 378 00:15:15,000 --> 00:15:17,800 so you can organically attract 379 00:15:17,800 --> 00:15:19,959 customers for you to 380 00:15:19,959 --> 00:15:22,600 use. And then your website is going to 381 00:15:22,600 --> 00:15:26,519 fulfill a role, not only 382 00:15:26,519 --> 00:15:29,720 an institutional one, right? 383 00:15:29,720 --> 00:15:32,600 but more than that, to address the 384 00:15:32,600 --> 00:15:35,040 awareness levels of your 385 00:15:35,040 --> 00:15:36,319 client. What do I mean by 386 00:15:36,319 --> 00:15:38,959 that? You'll have clients who don't 387 00:15:38,959 --> 00:15:41,199 know that a particular pain 388 00:15:41,199 --> 00:15:44,240 you solve exists. There are clients who 389 00:15:44,240 --> 00:15:45,839 feel it, but feel it 390 00:15:45,839 --> 00:15:49,000 just a little. Some have already started to 391 00:15:49,000 --> 00:15:51,839 Searching for the solution, and some people already 392 00:15:51,839 --> 00:15:54,279 know that the solution is you, your 393 00:15:54,279 --> 00:15:57,480 business, right? So, for all these 394 00:15:57,480 --> 00:15:59,920 audiences, with these different levels of 395 00:15:59,920 --> 00:16:03,079 awareness, your site should 396 00:16:03,079 --> 00:16:05,720 have pages and landing pages, right, 397 00:16:05,720 --> 00:16:08,839 linked to it, that are 398 00:16:08,839 --> 00:16:11,399 first, properly parameterized 399 00:16:11,399 --> 00:16:13,360 correctly so that you can 400 00:16:13,360 --> 00:16:16,079 index them in search engines, 401 00:16:16,079 --> 00:16:20,319 whether that's Google, with SEO, or 402 00:16:20,319 --> 00:16:24,839 LLMs, right, AI, which is EO. And with that 403 00:16:24,839 --> 00:16:27,199 you’ll make it so these 404 00:16:27,199 --> 00:16:29,160 people find you more easily. Have you ever 405 00:16:29,160 --> 00:16:31,720 had that feeling that you have the 406 00:16:31,720 --> 00:16:33,600 perfect solution, but people can't 407 00:16:33,600 --> 00:16:37,600 find you? Maybe it’s because you’re not 408 00:16:37,600 --> 00:16:40,399 helping them find you, right? It's 409 00:16:40,399 --> 00:16:43,120 like when you put the name of 410 00:16:43,120 --> 00:16:47,079 a street that Google doesn’t know, right? 411 00:16:47,079 --> 00:16:49,839 So think about it, that's unthinkable. So 412 00:16:49,839 --> 00:16:52,120 when you add that, this 413 00:16:52,120 --> 00:16:54,880 parameterization, you’re telling the 414 00:16:54,880 --> 00:16:56,680 Google and—for example, I’m using Google here 415 00:16:56,680 --> 00:16:59,880 because it ends up being one of the 416 00:16:59,880 --> 00:17:02,440 most used tools. Yeah, it became a verb, 417 00:17:02,440 --> 00:17:05,520 but it’s like Bombril, right? It became 418 00:17:05,520 --> 00:17:08,839 a verb. But the idea is that 419 00:17:08,839 --> 00:17:11,799 you are telling the internet, to 420 00:17:11,799 --> 00:17:13,520 artificial intelligence, that your 421 00:17:13,520 --> 00:17:15,199 The business exists, it's there to 422 00:17:15,199 --> 00:17:17,799 solve that specific problem 423 00:17:17,799 --> 00:17:20,439 for that kind of customer. And then these 424 00:17:20,439 --> 00:17:23,439 tools will help you show 425 00:17:23,439 --> 00:17:26,120 them that you're there, right? So, sometimes, 426 00:17:26,120 --> 00:17:28,439 we focus so much on 427 00:17:28,439 --> 00:17:31,320 traffic, whether it's Meta traffic, or 428 00:17:31,320 --> 00:17:34,480 Google traffic, and we pay little attention 429 00:17:34,480 --> 00:17:37,600 to something that can bring just as much or even more 430 00:17:37,600 --> 00:17:40,640 results with a much 431 00:17:40,640 --> 00:17:41,880 lower investment, because it's something you'll 432 00:17:41,880 --> 00:17:45,600 do there and will adjust your entire 433 00:17:45,600 --> 00:17:48,160 platform, right? Your whole website. And 434 00:17:48,160 --> 00:17:50,080 from that you'll be able to 435 00:17:50,080 --> 00:17:52,840 start generating more leads and more 436 00:17:52,840 --> 00:17:55,200 qualified ones, people who are searching 437 00:17:55,200 --> 00:17:58,080 for what you're offering. 438 00:17:58,080 --> 00:18:01,000 They say a good way to, 439 00:18:01,000 --> 00:18:02,799 hide something is to put it on the 440 00:18:02,799 --> 00:18:06,000 second page of Google, right? If there 441 00:18:06,000 --> 00:18:08,280 was the cure for cancer, nobody would have found it. And 442 00:18:08,280 --> 00:18:10,320 why is that, right? Let's try to understand 443 00:18:10,320 --> 00:18:12,840 how this works. Remember 444 00:18:12,840 --> 00:18:14,880 before AI times? We used to 445 00:18:14,880 --> 00:18:16,880 talk about an internet that was well built 446 00:18:16,880 --> 00:18:18,480 on deterministic code. It still is, 447 00:18:18,480 --> 00:18:20,039 right? But anyway, we're evolving 448 00:18:20,039 --> 00:18:21,760 out of that. So, we 449 00:18:21,760 --> 00:18:25,000 needed some formulas, 450 00:18:25,000 --> 00:18:26,880 specific models that Google 451 00:18:26,880 --> 00:18:29,200 it could read to identify if that 452 00:18:29,200 --> 00:18:31,280 content was going to be relevant for whom. 453 00:18:31,280 --> 00:18:34,520 That was SEO. So, it's optimization 454 00:18:34,520 --> 00:18:35,720 so that Google could 455 00:18:35,720 --> 00:18:38,000 find you, classify you, and serve you 456 00:18:38,000 --> 00:18:39,640 to people who want to see you. 457 00:18:39,640 --> 00:18:42,760 And it’s cool, Lucca, just to mention a 458 00:18:42,760 --> 00:18:46,679 bit of context here, that many times on websites, 459 00:18:46,679 --> 00:18:49,000 not so much today, but back in the day 460 00:18:49,000 --> 00:18:52,400 you often had a banner there that 461 00:18:52,400 --> 00:18:54,960 was an image, and inside that image there was 462 00:18:54,960 --> 00:18:58,039 some text, kind of like a headline, 463 00:18:58,039 --> 00:18:59,880 something that was in 464 00:18:59,880 --> 00:19:03,280 image format, and search engines 465 00:19:03,280 --> 00:19:05,360 back then couldn’t 466 00:19:05,360 --> 00:19:07,640 yet read the image to see what 467 00:19:07,640 --> 00:19:08,840 was there. 468 00:19:08,840 --> 00:19:12,159 So you needed to put that in the 469 00:19:12,159 --> 00:19:15,200 code, right? Through metadata, so that 470 00:19:15,200 --> 00:19:19,240 even the search engines, 471 00:19:19,240 --> 00:19:21,159 even if they couldn't see the image, sometimes 472 00:19:21,159 --> 00:19:24,200 without understanding the full context 473 00:19:24,200 --> 00:19:25,840 of your site, they would grab that 474 00:19:25,840 --> 00:19:28,919 metadata block of information, 475 00:19:28,919 --> 00:19:31,240 and they already had enough information, 476 00:19:31,240 --> 00:19:33,679 right? So, anyway, just to give a 477 00:19:33,679 --> 00:19:36,320 bit of historical context too, right? 478 00:19:36,320 --> 00:19:39,080 No, perfect. But even making a 479 00:19:39,080 --> 00:19:42,240 bridge to today, now they can actually see the image. 480 00:19:42,240 --> 00:19:43,640 They can see it. Exactly. Yes. 481 00:19:43,640 --> 00:19:46,480 But at the same time, think about that search from 482 00:19:46,480 --> 00:19:48,960 Google, which today is powered by AI. 483 00:19:48,960 --> 00:19:51,720 If it had to go into every site 484 00:19:51,720 --> 00:19:55,200 with all that care, and identify that 485 00:19:55,200 --> 00:19:57,960 everything that's there and all the widgets, no. 486 00:19:57,960 --> 00:19:59,960 It says: "Dude, I'm coming to 487 00:19:59,960 --> 00:20:01,440 your site, and I need you to 488 00:20:01,440 --> 00:20:03,520 give me a TXT file up front, explaining 489 00:20:03,520 --> 00:20:04,799 what you do." 490 00:20:04,799 --> 00:20:06,960 And make it simple to consume, because that's 491 00:20:06,960 --> 00:20:08,640 what I'm going to read, because otherwise, 492 00:20:08,640 --> 00:20:11,360 the bot shows up, right? Shows up at your 493 00:20:11,360 --> 00:20:12,960 site to read, the robot comes to your 494 00:20:12,960 --> 00:20:17,320 site to read and it reads: home, about, blog, 495 00:20:17,320 --> 00:20:23,000 link, Twitter, LGPD, and then there’s no 496 00:20:23,000 --> 00:20:25,080 real information there. So it gets there and 497 00:20:25,080 --> 00:20:26,640 says: "Damn, okay, this isn't where I'll 498 00:20:26,640 --> 00:20:27,159 find info," 499 00:20:27,159 --> 00:20:29,360 "there's nothing here, I'm out." 500 00:20:29,360 --> 00:20:31,280 because it needs to be efficient. So, 501 00:20:31,280 --> 00:20:32,840 what Google tells you is this: 502 00:20:32,840 --> 00:20:34,559 "Look, this is how I work 503 00:20:34,559 --> 00:20:37,360 nowadays. Today I need this 504 00:20:37,360 --> 00:20:39,280 information. Here’s a manual on how 505 00:20:39,280 --> 00:20:41,640 to do this. So, what does XMACNA do? 506 00:20:41,640 --> 00:20:43,280 We’ve already done it for all our 507 00:20:43,280 --> 00:20:44,559 clients, you should be getting that 508 00:20:44,559 --> 00:20:46,480 email now, or a WhatsApp message. 509 00:20:46,480 --> 00:20:48,159 If you haven’t, talk to 510 00:20:48,159 --> 00:20:50,679 us. We’re running a 511 00:20:50,679 --> 00:20:53,240 Analysis: we took this 512 00:20:53,240 --> 00:20:56,640 Google parameter and created an analysis, 513 00:20:56,640 --> 00:20:59,400 which measures each of the factors that 514 00:20:59,400 --> 00:21:02,919 were listed there, what was, 515 00:21:02,919 --> 00:21:07,799 and gives a score to see if that site is 516 00:21:07,799 --> 00:21:12,320 meeting all the 517 00:21:12,320 --> 00:21:15,440 Google requirements, both for 518 00:21:15,440 --> 00:21:19,200 SEO and for EO. And then, this already 519 00:21:19,200 --> 00:21:21,799 gives us guidance on what 520 00:21:21,799 --> 00:21:23,559 needs to be fixed. So, this gives 521 00:21:23,559 --> 00:21:25,600 us a roadmap of how we 522 00:21:25,600 --> 00:21:27,640 will fix it. Obviously, the work 523 00:21:27,640 --> 00:21:29,279 starts there, it doesn't end there, right? Because then 524 00:21:29,279 --> 00:21:31,039 there's also the planning of 525 00:21:31,039 --> 00:21:33,240 keywords, which is very important. 526 00:21:33,240 --> 00:21:34,919 For that, we need to research what 527 00:21:34,919 --> 00:21:36,159 the market is working on, these 528 00:21:36,159 --> 00:21:37,919 keywords, we need to go after 529 00:21:37,919 --> 00:21:39,880 what competitors are doing, 530 00:21:39,880 --> 00:21:42,200 we need to look for what 531 00:21:42,200 --> 00:21:44,159 people are searching for. And that 532 00:21:44,159 --> 00:21:46,520 shows us the part of the internet we 533 00:21:46,520 --> 00:21:48,440 need to occupy, which landing pages we 534 00:21:48,440 --> 00:21:49,919 have to create, which blog posts 535 00:21:49,919 --> 00:21:51,240 to create, which 536 00:21:51,240 --> 00:21:52,840 words we need to use in our 537 00:21:52,840 --> 00:21:54,679 communication to make sure the client 538 00:21:54,679 --> 00:21:57,440 finds us. And then, naturally, very 539 00:21:57,440 --> 00:21:58,360 naturally, these things will 540 00:21:58,360 --> 00:22:00,960 happen, because remember, you don't 541 00:22:00,960 --> 00:22:04,840 Is it compliant or is it not fully there, huh? 542 00:22:04,840 --> 00:22:07,480 Following SEO rules, which nobody is, 543 00:22:07,480 --> 00:22:09,320 because probably only XMACNA is, and 544 00:22:09,320 --> 00:22:11,240 maybe another six people on earth. 545 00:22:11,240 --> 00:22:12,919 Because even our own companies, 546 00:22:12,919 --> 00:22:15,520 internally, we made new sites, 547 00:22:15,520 --> 00:22:17,360 but they're still in the review process. 548 00:22:17,360 --> 00:22:19,559 Because there's an entire chain of 549 00:22:19,559 --> 00:22:22,520 communication that has to review the whole 550 00:22:22,520 --> 00:22:26,080 process. But as you're not, your 551 00:22:26,080 --> 00:22:27,919 competitor isn't either. And so there's that 552 00:22:27,919 --> 00:22:30,360 thing, right? There's done, there's 553 00:22:30,360 --> 00:22:34,240 perfect, and there's the guy. If your, if 554 00:22:34,240 --> 00:22:36,880 your competitor is at 30, 40, 50, you're 555 00:22:36,880 --> 00:22:39,559 at 20, 30, 40. Look at the gap there. It's 556 00:22:39,559 --> 00:22:41,159 just a little bit and you'll be ahead 557 00:22:41,159 --> 00:22:43,440 of them. Push it to 90 and secure that 558 00:22:43,440 --> 00:22:46,320 position. Defend your spot, your 559 00:22:46,320 --> 00:22:48,520 space on the internet, the 560 00:22:48,520 --> 00:22:50,480 words you use, the words your 561 00:22:50,480 --> 00:22:52,720 customer searches for. Defend, 562 00:22:52,720 --> 00:22:54,279 plan ahead, you know your client, you 563 00:22:54,279 --> 00:22:56,080 know the market and, of course, we also have 564 00:22:56,080 --> 00:22:57,640 techniques and tools to 565 00:22:57,640 --> 00:23:00,080 search and point out and say, with 566 00:23:00,080 --> 00:23:02,039 evidence: these are the keywords you 567 00:23:02,039 --> 00:23:04,039 should use. Here's the content, 568 00:23:04,039 --> 00:23:05,440 here's the plan, here’s the 569 00:23:05,440 --> 00:23:07,919 cadence, and we’ll execute it for you. 570 00:23:07,919 --> 00:23:10,000 Here, content is an interesting thing 571 00:23:10,000 --> 00:23:12,200 to think about, right, Lucca? Because there is 572 00:23:12,200 --> 00:23:15,200 also behind this 573 00:23:15,200 --> 00:23:19,360 service, a series of recommendations and 574 00:23:19,360 --> 00:23:21,679 actions that follow, right, 575 00:23:21,679 --> 00:23:23,880 optionally. We will go deeper 576 00:23:23,880 --> 00:23:26,279 precisely into this review and this analysis 577 00:23:26,279 --> 00:23:30,400 that happen in this first phase, 578 00:23:30,400 --> 00:23:34,080 let's put it this way, after which comes 579 00:23:34,080 --> 00:23:35,880 a very relevant discussion about 580 00:23:35,880 --> 00:23:38,360 the digital employee, 581 00:23:38,360 --> 00:23:42,880 service, tracking this 582 00:23:42,880 --> 00:23:45,559 initial service process, because 583 00:23:45,559 --> 00:23:47,640 I think other elements, obviously, 584 00:23:47,640 --> 00:23:50,080 can join a process that is 585 00:23:50,080 --> 00:23:52,799 obviously complex, and for which 586 00:23:52,799 --> 00:23:54,640 we have a lot of technology developed, 587 00:23:54,640 --> 00:23:55,120 right, 588 00:23:55,120 --> 00:23:56,799 Guys, AI isn't a software you 589 00:23:56,799 --> 00:23:57,840 buy. 590 00:23:57,840 --> 00:24:01,400 AI is like a computer, it's a new 591 00:24:01,400 --> 00:24:04,400 type of thing you have to start 592 00:24:04,400 --> 00:24:06,320 doing. You're going to run your marketing, 593 00:24:06,320 --> 00:24:07,799 you're going to manage your process, manage 594 00:24:07,799 --> 00:24:10,080 your sales, manage your production. 595 00:24:10,080 --> 00:24:12,200 Yeah, this is one of the work fronts, 596 00:24:12,200 --> 00:24:14,200 work fronts. We're here both 597 00:24:14,200 --> 00:24:16,279 to help you understand which 598 00:24:16,279 --> 00:24:17,799 path you need to take and also 599 00:24:17,799 --> 00:24:19,679 to know which tools you need 600 00:24:19,679 --> 00:24:21,480 to use. Some of these tools 601 00:24:21,480 --> 00:24:23,840 We can recommend it to you; our blog has 602 00:24:23,840 --> 00:24:25,320 lots of content about this topic. 603 00:24:25,320 --> 00:24:26,600 We can even 604 00:24:26,600 --> 00:24:30,000 provide, customize, and even create 605 00:24:30,000 --> 00:24:32,480 for you, right? Create something that is 606 00:24:32,480 --> 00:24:34,559 exactly what your company needs. 607 00:24:34,559 --> 00:24:37,720 In the link for this episode, actually, in the 608 00:24:37,720 --> 00:24:40,399 description of this episode, there's a link, 609 00:24:40,399 --> 00:24:43,919 there's the URL you should visit to 610 00:24:43,919 --> 00:24:47,320 quickly and easily do it yourself, the 611 00:24:47,320 --> 00:24:50,279 ranking analysis. There's also 612 00:24:50,279 --> 00:24:53,039 an automation route you can use, which 613 00:24:53,039 --> 00:24:55,279 you can interact with on your own and, at the end, 614 00:24:55,279 --> 00:24:57,640 we're there as well to assist you 615 00:24:57,640 --> 00:25:01,440 after you've found out your 616 00:25:01,440 --> 00:25:03,080 position, right? Including 617 00:25:03,080 --> 00:25:05,200 compared to another competitor 618 00:25:05,200 --> 00:25:06,760 of yours. I think it's important to 619 00:25:06,760 --> 00:25:09,200 be aware of that. Go ahead, 620 00:25:09,200 --> 00:25:10,679 Daniel. 621 00:25:10,679 --> 00:25:12,200 No, what I was actually going to say is, 622 00:25:12,200 --> 00:25:15,480 it's actually very common, you know, in 623 00:25:15,480 --> 00:25:18,080 my experience talking to clients who are 624 00:25:18,080 --> 00:25:19,880 looking to structure their 625 00:25:19,880 --> 00:25:22,000 sales department, right? Improve their marketing, 626 00:25:22,000 --> 00:25:27,039 etc. It's common for them to think they know how 627 00:25:27,039 --> 00:25:29,520 their customer is going to look for them, right? 628 00:25:29,520 --> 00:25:31,200 So, for example, if you sell 629 00:25:31,200 --> 00:25:32,760 headache medicine, then you're 630 00:25:32,760 --> 00:25:35,240 like: 'Look, we have the best 631 00:25:35,240 --> 00:25:38,279 Yeah, here we have the best medicine, X. So... 632 00:25:38,279 --> 00:25:40,360 You put the name of the medicine there, right? You put... 633 00:25:40,360 --> 00:25:42,360 Something like that, you add... 634 00:25:42,360 --> 00:25:44,760 The medicine’s characteristics. But actually... 635 00:25:44,760 --> 00:25:46,200 Truth is, the guy just wants... He’s just going to... 636 00:25:46,200 --> 00:25:47,919 Go there and search how to solve the... 637 00:25:47,919 --> 00:25:51,279 Headache, right? Strong headache, mild... 638 00:25:51,279 --> 00:25:53,440 Headache. So, when we... 639 00:25:53,440 --> 00:25:55,760 We can... 640 00:25:55,760 --> 00:25:59,320 Yeah, extract this in a way that we... 641 00:25:59,320 --> 00:26:02,440 Put it there, so that we are... 642 00:26:02,440 --> 00:26:05,039 Aligned with what your client actually... 643 00:26:05,039 --> 00:26:07,159 Wants, right? What your future client actually... 644 00:26:07,159 --> 00:26:10,240 Will search for, not just the way we... 645 00:26:10,240 --> 00:26:12,679 Imagine they'll search, we... 646 00:26:12,679 --> 00:26:15,600 Can actually get better results, right? 647 00:26:15,600 --> 00:26:19,159 And this is the work we do... 648 00:26:19,159 --> 00:26:23,600 Here at XMACNA to, you know, set up the I.O. and... 649 00:26:23,600 --> 00:26:25,480 Everything else, it’s all very much connected also... 650 00:26:25,480 --> 00:26:29,120 To that, for us, you know, to take a deep dive... 651 00:26:29,120 --> 00:26:32,200 Deeply into understanding the business, 652 00:26:32,200 --> 00:26:33,919 Understanding the audience, understanding the... 653 00:26:33,919 --> 00:26:37,399 Keywords, understanding every... 654 00:26:37,399 --> 00:26:39,520 Topic, you know, that’s involved... 655 00:26:39,520 --> 00:26:42,720 In this process to make sure that... 656 00:26:42,720 --> 00:26:46,120 Everything truly aligns and the... 657 00:26:46,120 --> 00:26:48,679 Clients start to show up, right? 658 00:26:48,679 --> 00:26:52,520 A very clear example from this week is one... 659 00:26:52,520 --> 00:26:55,159 Of the posts on our blog. There, we... 660 00:26:55,159 --> 00:26:56,799 Collect the main... 661 00:26:56,799 --> 00:26:58,919 information and news about 662 00:26:58,919 --> 00:27:01,000 artificial intelligence, 663 00:27:01,000 --> 00:27:02,960 mainly affecting companies. And then 664 00:27:02,960 --> 00:27:04,120 there was one that was very important for 665 00:27:04,120 --> 00:27:06,559 everyone, which was Cloud 5 being blocked 666 00:27:06,559 --> 00:27:09,120 for the entire world by order of the 667 00:27:09,120 --> 00:27:11,279 US government. So we made 668 00:27:11,279 --> 00:27:13,120 a post, right, shared it with our 669 00:27:13,120 --> 00:27:16,760 audience. And then I 670 00:27:16,760 --> 00:27:20,559 while checking Google Search Console, 671 00:27:20,559 --> 00:27:22,960 I noticed that post was performing 672 00:27:22,960 --> 00:27:26,520 very well, but it wasn’t performing 673 00:27:26,520 --> 00:27:27,640 for the keywords that we 674 00:27:27,640 --> 00:27:29,919 needed. People weren’t yet 675 00:27:29,919 --> 00:27:32,360 clicking. So what did I do? I mapped the 676 00:27:32,360 --> 00:27:34,320 keywords that were being searched 677 00:27:34,320 --> 00:27:37,679 related to that post and then I went back and 678 00:27:37,679 --> 00:27:40,200 edited the post so it would 679 00:27:40,200 --> 00:27:41,320 rank for the right keywords. 680 00:27:41,320 --> 00:27:43,799 And now it's performing 681 00:27:43,799 --> 00:27:45,480 even better. Now people are 682 00:27:45,480 --> 00:27:47,399 searching and clicking, right? We 683 00:27:47,399 --> 00:27:48,720 had a really big drop-off there. 684 00:27:48,720 --> 00:27:51,360 So guys, digital marketing is 685 00:27:51,360 --> 00:27:53,840 entirely data-driven and today 686 00:27:53,840 --> 00:27:55,440 we have very powerful tools 687 00:27:55,440 --> 00:27:58,440 to produce, plan, monitor, 688 00:27:58,440 --> 00:28:01,000 adjust course and, finally, make that 689 00:28:01,000 --> 00:28:01,760 goal happen, 690 00:28:01,760 --> 00:28:03,519 right? And today we can process 691 00:28:03,519 --> 00:28:05,399 A much bigger volume of data, right? I think 692 00:28:05,399 --> 00:28:08,840 that's how marketing has been since I 693 00:28:08,840 --> 00:28:10,559 started college, when we 694 00:28:10,559 --> 00:28:14,519 looked at Kotler and all, people always said, 695 00:28:14,519 --> 00:28:16,600 they always talked about data, but the way to 696 00:28:16,600 --> 00:28:19,559 collect it was much more 697 00:28:19,559 --> 00:28:21,159 rudimentary than what we have 698 00:28:21,159 --> 00:28:22,600 today, right? So you had to, if you 699 00:28:22,600 --> 00:28:25,080 wanted to know the public's behavior, 700 00:28:25,080 --> 00:28:27,679 you had to set up a huge 701 00:28:27,679 --> 00:28:30,320 research effort, have a team that 702 00:28:30,320 --> 00:28:32,399 would make calls. Depending on the 703 00:28:32,399 --> 00:28:34,240 research, you would have to pay 704 00:28:34,240 --> 00:28:35,880 people to go to a 705 00:28:35,880 --> 00:28:37,840 specific place, where an 706 00:28:37,840 --> 00:28:40,519 experiment would take place for you to run that 707 00:28:40,519 --> 00:28:43,720 experiment and all. And today, that's not the case. Today, the 708 00:28:43,720 --> 00:28:46,320 internet holds all the data, right, about 709 00:28:46,320 --> 00:28:48,320 what's going on, what are the 710 00:28:48,320 --> 00:28:49,960 types of searches, how people are 711 00:28:49,960 --> 00:28:53,399 feeling. With AI, we 712 00:28:53,399 --> 00:28:56,440 are able to process all of this in a 713 00:28:56,440 --> 00:28:59,519 way that a human simply 714 00:28:59,519 --> 00:29:02,960 couldn’t do. At least not with 715 00:29:02,960 --> 00:29:06,000 less than 100 years studying some 716 00:29:06,000 --> 00:29:09,399 things there, you know, to be able to reach the 717 00:29:09,399 --> 00:29:11,159 result that AI is going to deliver to you 718 00:29:11,159 --> 00:29:13,159 in a few hours. 719 00:29:13,159 --> 00:29:15,720 Talking about teams of dozens of people and 720 00:29:15,720 --> 00:29:17,679 we just finished redoing some websites 721 00:29:17,679 --> 00:29:19,320 ours here too. 722 00:29:19,320 --> 00:29:21,960 Yeah, comparing with our history, 723 00:29:21,960 --> 00:29:24,799 we've been entrepreneurs on the internet for 724 00:29:24,799 --> 00:29:27,360 12 years, actually more than that, 12 years of 725 00:29:27,360 --> 00:29:30,960 writing, yeah, basically our whole lives 726 00:29:30,960 --> 00:29:32,960 doing business online, building websites. 727 00:29:32,960 --> 00:29:35,120 My first website was a project in 728 00:29:35,120 --> 00:29:38,960 seventh grade on Geosites, yeah, 729 00:29:38,960 --> 00:29:41,679 about geography, I remember it well. So, 730 00:29:41,679 --> 00:29:43,080 we've been doing this for a long time. It's been 731 00:29:43,080 --> 00:29:45,159 a while. Yeah, and 732 00:29:45,159 --> 00:29:48,640 that old HTML in FrontPage, 733 00:29:48,640 --> 00:29:51,720 Yeah, man, I close my eyes and I see 734 00:29:51,720 --> 00:29:54,279 that site, because it was full of gifs and 735 00:29:54,279 --> 00:29:56,880 the 'O' in Geografia was a spinning globe. 736 00:29:56,880 --> 00:29:59,600 Yeah, that’s right, it helped me a lot. I think 737 00:29:59,600 --> 00:30:01,200 we've reached the end. So, 738 00:30:01,200 --> 00:30:01,919 guys, that's it. 739 00:30:01,919 --> 00:30:03,880 That’s it. Let’s go. 740 00:30:03,880 --> 00:30:07,399 Yeah, let's not give too much away, right? 741 00:30:07,399 --> 00:30:09,120 Yeah. Otherwise soon everyone will 742 00:30:09,120 --> 00:30:10,960 find out Lucas is already of age, 743 00:30:10,960 --> 00:30:13,720 an adult. It's shocking. That's it, 744 00:30:13,720 --> 00:30:16,640 everyone. Yeah, thank you, Daniel. Thank you, 745 00:30:16,640 --> 00:30:19,480 Lucca, for your contributions. I think 746 00:30:19,480 --> 00:30:21,600 our audience, who stayed with us up 747 00:30:21,600 --> 00:30:24,320 to here, yeah, 748 00:30:24,320 --> 00:30:26,919 gets valuable insight understanding a context 749 00:30:26,919 --> 00:30:32,000 that's truly new and relevant to every 750 00:30:32,000 --> 00:30:33,799 one of us, to each of our businesses. 751 00:30:33,799 --> 00:30:34,840 There's no way for you to stay out of this, 752 00:30:34,840 --> 00:30:36,559 You know? Like, no, but actually, no, 753 00:30:36,559 --> 00:30:40,200 It's not about me, but it is. Yeah, and 754 00:30:40,200 --> 00:30:43,320 If you think it doesn't, there are others who 755 00:30:43,320 --> 00:30:46,240 Are already ahead. That's the current movement 756 00:30:46,240 --> 00:30:48,640 We're experiencing today, right? 757 00:30:48,640 --> 00:30:51,240 It's worth reminding once again, in the 758 00:30:51,240 --> 00:30:53,519 Description of this episode there's a link for 759 00:30:53,519 --> 00:30:55,760 You to access your own diagnosis, 760 00:30:55,760 --> 00:30:58,440 Okay? It's worth it. And we really appreciate 761 00:30:58,440 --> 00:31:00,200 It if you share this 762 00:31:00,200 --> 00:31:02,120 Content with more people who might 763 00:31:02,120 --> 00:31:04,320 Be interested in this topic of ours 764 00:31:04,320 --> 00:31:06,440 Here. Thank you very much, a hug, and until 765 00:31:06,440 --> 00:31:09,440 Next time.