WEBVTT 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.