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Hey everybody, Simon here from Question Dot Marketing, and I want to talk to you today about try to stop thinking about keywords.
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Think more about how people are going to be speaking, how we're going to ask questions of LLMs and how search is evolving.
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In 2026, and this is the latter part, we're into Q4 of 2026.
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We're looking now at how queries fan out.
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And I want you to understand how people are now searching and use that in your marketing, which is going to be hugely important.
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Probably one of the most important changes in how search works is happening right now, and the opportunity is huge.
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So as we move forwards, we're going to go into a world where you know we used to type, for example, accountant, Doncaster.
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You would type in a phrase or a keyword, and we're now moving into a world where people are prompting.
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Obviously, we're we're asking questions of LLMs.
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And you might then, in that example, somebody might ask, which accountant near Doncaster is good for a small builder who's fallen behind on his VAT?
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Now, one of the findings from SEMrush was that uh queries are now have gone from maybe you know three or four words when we were working a keyword universe or a key phrase universe to now 23 words on average, where people are asking questions.
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So we now need to think how does this affect us?
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One thing that is really important to understand, and I don't think many people actually realize this before AI, way before AI, all the way through search, people have on average um been typing in things that aren't answered, things that are not answered, right?
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So 15% of the time, and this is according to Google, every single day, there are searches going into Google that have never been asked before, right?
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No keyword tool um can reference them or has use of them because they've never been typed in.
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This is how the human mind works, right?
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We need to understand that if somebody hasn't searched something yet, how can we optimize for it?
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And if you know, if you are an SEO listening to this or you're dealing with an SEO company who are still talking about keywords, trust me, they are getting it wrong.
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We need to move to a query-based, prompt-based, question-based um way of optimizing.
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So if we go back in time a little bit, um, let's look back to April 2015.
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Google started testing a system called People Also Ask.
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And hopefully we all understand how this works.
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When you search something, a little way down the page, you will see People Also Asked.
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Now, our business is question.marketing.
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The reason it's question marketing is because it is about the questions that people are asking.
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And I want you to seriously think about how you optimize for the questions.
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Now, based on the previous slide that I showed you, think about also the fact that 15% of the queries that are going into search and LLM have never ever been typed in before.
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So that might sound ridiculous, but you know, there's 15% of the world that are putting things in in a different way.
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So purely rephrasing things, wording them differently, asking different questions, and that is every single day.
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So think how that compounds, right?
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2017.
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Um, each click then started to load a lot more questions, um, and the box never ends.
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If you've ever tried this, if you go to the People Also Ask section and just keep clicking and clicking and clicking it, open and close the questions and answer sections of Google, it produces hundreds and hundreds and hundreds of queries, and it's starting to then populate what people are asking around a subject and how a query is fanning out.
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So now we're at 2025.
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If we well look at mid-2025, only 12% of the people also asked answers are in AI overviews.
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So I think this is really um crucial because we're starting to see the shift, and this is where fundamentally traditional SEO is finished just because it's not about keywords anymore.
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And it is now about how we optimize content to answer many, many queries, and that's what I'm trying to or will hope to explain to you in some examples in this video as we go on.
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August 2026 jump forward 86% of those people also asked answers are now in AI overview.
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So we're now in a significant position where um answers really, really do matter.
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So it's not just about phrases, it's so obvious that people try and optimize for a phrase.
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You know, in our example earlier, find me an accountant near Doncaster, or who's the best accountant in Doncaster, or which Donka, which Doncaster accountant should I use, or is there an accountant in Doncaster that could help me with my VAT?
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You can now see that there could be thousands of iterations of that, even that just one basic phrase.
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And now once you start going into billions of different searches that are happening all the time, you can hopefully understand how uh we can talk about 15% of the searches that go into these AI platforms have never even been asked before.
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So, how does an AI deal with that?
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Think about it.
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Uh, now September 26, and things are moving really quickly.
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97% of the sampled answers are AI written.
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So I think we can see that Google has started mapping this conversation years and years and years before anybody was even beginning to have a conversation with it.
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So they see the end game, you've got to work with how this is moving.
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The box that showcased your content is now written by Google's AI, right?
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So if we move from 12% of the people also asked answers being used about well, just over a year ago, um, 97% of that is getting used.
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So 19.2 million sampled English people also asked answers in the first week of September 2026 alone.
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So 90% of results pages with an AI overview also uh show people also are asked in an AI answer on top, right?
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Remember that.
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So follow-up questions.
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Um it's a conversation.
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Think of search as a conversation now, not as a keyword or a key phrase, right?
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We're not we're not trying to come top for a keyword or a key phrase, right?
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This is the whole of SEO ending right now just because it's nothing to do with keywords anymore, it's to do with conversation and it's to do with answers and questions, and how people uh discern what they're looking for.
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How do they move through that map of questions and answers that's already there?
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So it one question, and this is what I'm trying to get across to you guys, right?
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One question may fan out into many, many different answers, right?
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So, in the example, if somebody asks which accountant near Doncaster is good for a small builder who's fallen behind with his VAT, right?
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Only a very small search volume, right?
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So don't start looking at in the past, if somebody typed in accountant Doncaster and they just started clicking links, that's a very general search.
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If somebody ends up on a website, they might produce an inquiry, they might be a decent customer, they may or may not.
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But once somebody qualifies themselves, we have to understand that behind that are a whole bunch of queries that AI is using to map who to cite and recommend.
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So if somebody asks which accountant near Doncaster is good for a small builder who's fallen behind his VAT, that's probably not been typed in very much at all.
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It's 100% definitely not been optimized for because I can imagine there's not somebody who's produced a page that is specifically aimed at that phrase and for somebody who has fallen behind with their VAT.
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If somebody has, I'd be amazed and well done you if you did.
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But anyway, behind that, the AI will be searching accountants in Doncaster, accountant for construction trades, help with late VAT returns, HMRC penalty for a late VAT return, firm name and then reviews, and accountant fees, sole trader builder.
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So hopefully we can now see there are many questions being then queried by the LLM in the background.
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So if somebody's telling you they want to optimize you for just accountants in Doncaster, that's not gonna work, right?
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It's it will be general and it will not be specific to the person's need.
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So therefore, we're and it's not how people type it in, they won't converse with LLMs in that way, right?
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So hopefully you can now see that building up a set of questions and queries behind an actual query that somebody's typing in is what actually matters.
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So this will then produce a result of maybe one or two decent recommendations from an LLM.
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Other examples, um for example, if someone Google's own example was how to fix a lawn, right?
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And in that they named herbicides for lawn weeds, best grass types for your climate, how to prevent weeds, lawn watering schedule, right?
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So these are all things that matter to the first query.
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Um, another one from ChatGPT, and this was from Peaks Research.
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Somebody searches best headphones.
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We would look for, for example, the AI might be looking for the best wireless headphones, best noise cancelling for flights, best budget headphones, best headphones 2026.
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The last one is quite interesting because we are seeing that quite a lot of queries that include a date or statistics do get referenced quite often.
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So what you need to think about is how do I come into the main search based on all of the content that somebody might ask a question around?
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Most of the questions that decide the answer are not in your keyword tool.
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So somebody's optimizing you for best accountant in Doncaster, all those phrases you're definitely not optimizing for or even telling people, telling the LLM that you're optimizing for that.
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You don't have the content built behind it to do that.
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Um, and you're most certainly not measuring whether you come up for those foundational phrases and um keywords, right?
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The other things that matter to build the search query to give the answer.
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Um Google or Gemini, so Gemini will look for roughly 10 searches per prompt.
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Um, 95% of those probably had zero search volume.
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So that's really important.
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We're looking for the fact that you know these are phrases and keywords and things that are people asking.
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They're never they don't have volume in traditional search.
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Um between six and twelve words per chat GPT are hidden search, and 32.9%, 33% of chat GPT cited pages surfaced only via a hidden subquery.
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So meaning that when that subquery the content matched it and was cited, that then brought forward a page that could not possibly have necessarily been optimized to come up for a particular phrase or keyword.
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So it's the fan out that matters.
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You have to understand, and I don't think people I don't think very many SEO agencies understand what I'm talking about here, and maybe I'm educating some of them to understand to how to build content properly behind the scenes that matches the query.
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Okay, it's not it's not rocket science, this is this is a process that has to go through to understand how to build content in this new LLM search universe.
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Ranking in the top 10 uh now buys you effectively uh a raffle ticket, it doesn't get you into the answers.
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Um in mid-2025, if you look back, roughly 75% of pages would produce or would be cited in those uh AI overviews.
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Now in Feb 2026, and I'm recording this video in October 2026, if we look back to February, that had already reduced um roughly by half.
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So 38% of uh pages that were previously in the top 10 now being cited.
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So you you are not, or your content as it stands, if you have spent years, and you may well have spent years optimizing your content to appear for certain uh keywords or phrases, the foundation that that is built on is quicksand, right?
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It is disappearing.
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Um half of the overlap between AI citation and Google or traditional search uh positions has now disappeared in less than a year.
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And I think this is set to shift completely to the point where the only thing that matters is the questions, the answers, and the citation in the fan-out query.
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You've got to build the content around how you're stacking content to answer a question to be cited.
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Um this isn't a new thing, right?
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It's definitely not a new thing, right?
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We're there's a billion plus searches now in uh monthly in AI mode.
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Um, and that's only you know, really in Google, that's probably only a year after they've really moved into providing AI mode to people.
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Um AI mode queries have more than doubled every quarter, so it's exponential, it's just a speed thing.
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This is just growing so quickly.
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Um, this is the the searches that come out are three times the length of a traditional search on average.
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So people are beginning to talk to these LLMs.
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We are going to see a shift from typing in phrases and keywords to asking questions.
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We are going to ask questions and want to learn more, right?
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And one in six, this is crucial as well, one in six searches in the US now uh are voice or image search, right?
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So we're we're moving very, very quickly away from what you would call traditional search.
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I've heard people talking about you know the web disappearing, you know, moving to uh an AI LLM assistant universe.
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That is happening, right?
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I got called a crackpot, or what you know, was I on mushrooms about a month ago for saying, you know, there is a possibility that the traditional web or uh search disappears.
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I think I'm gonna be proven right.
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Um we are moving to a world where the web, yes, it exists, but it's more like a repository or a library, and it's not where we end up.
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Um you know, we don't end up on people's websites.
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We we aren't answer our queries within the LLM, we probably buy there, we book meetings there, we converse there, our AI assistants talk to each other, talk, book meetings, etc.
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etc.
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Why would you spend your time or moreover, waste your time searching through websites when you can get the answer given to you?
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The longer the question, now listen to this carefully, the longer the question, the more likely the machine answers it for you, right?
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So searches that triggered an AI summary by length.
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One to two words, only eight percent, and ten plus words, fifty-three percent, right?
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And this is only set to increase again.
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So eight percent versus fifteen percent, a click will click a normal result with an AI summary versus one without one, and one percent will click a source link inside the AI summary.
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So this is why we're starting to see people not click um through to sites, and this is again set to increase.
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Add money is already following these longer uh search queries, right?
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So share of Google ads impressions by query length.
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If we look at one to two words a year earlier, uh 42%, now 24%, and longer queries, three to four words a year earlier, 33%, and now in August 2026, 50 nearly 50%, 48%.
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So conversions from seven or more words has moved from one percent to four percent, and this is evidence from search engine land analysis of Google Ads data in August 2026, right, via Optimixed.
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This data shows that people are moving again.
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You you cannot be surprised about this that people are moving to asking questions and researching within their query.
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UK searches are getting longer, um, even for people who never used Chat GPT.
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So characters in the average UK Google search in a year has gone from 21 to 26.
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So not a huge shift, but you can see that it's moving.
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UK searches over 30 characters are up 24%, and Google searches per person in the UK versus May 2025 up 26%.
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So people aren't searching for different things, they're saying things differently, they're asking more questions, they want more depth in their search.
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So most people will still ask only once or twice, right?
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But buyers will keep diving in, right?
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So we are seeing a slight divergence between the seriousness of a query, if we put it that way.
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Um what we what we're seeing is a shift in, you know, you are getting your answers more quickly, so you only have to maybe ask once or twice.
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And I don't know that people are in the mood or they haven't necessarily learnt quite yet to dive deeper and deeper on more general topics.
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That's actually good because it's you know, you get the answer straight away, uh, you can take action on it, or if you're just browsing, you're not um you're not wasting any time, right?
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You you don't have to go and dive through four, five, six websites, you don't have to go and check reviews, you don't have to make your own mind up.
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The AI can do that for you, right?
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Um people are making sort of two or three queries per AI mode session versus five in traditional Google.
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So again, people are getting answers more quickly.
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1.7 messages in the app.
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Average chat GPT conversation.
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So seeing that backs up our one or two um people ask metric.
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Um but we are seeing 94% down to 43% of prompts needing one round of hidden searches.
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So we are seeing the fact that there are many, many more hidden searches behind content that is getting served to you or served to the people that are potentially trying to find your business.
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So I've I built a little example.
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Now, if you're listening on my podcast, um I'll I'll try and explain clearly what's going on.
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So I've built a little example.
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So if a recruitment agency, so somebody's looking, a business is looking for a recruitment agency, and somebody's thinking about should we use an agency or shouldn't we?
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And the question they ask, should we use an agency or keep our keep trying ourselves?
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That could be a question, right?
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Um which agencies in South Yorkshire Yorkshire, I went a bit West Country then, which agencies in South Yorkshire specialise in engineering, right?
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Consistent name and specialisms win.
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What do they charge?
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Contin contingency fees or a retainer?
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Um what would win that?
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Publishing your fees, right?
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So you would have to have your fees published because if your competitors aren't, one of the subqueries would pick up your fees and you may then be referenced in the answer.
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How do I know they can find a maintenance engineer?
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So how does how do we know that that particular recruitment business can find me the person I'm looking for?
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And what will win that query?
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A named case study with times and dates on it.
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So if you can demonstrate that you can find maintenance engineers in a particular area, that's how the content would be picked up and you would then be referenced.
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So think below the query that's getting asked.
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What if the person leaves after a few weeks?
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Quite a quite um a regular question that would come up, you know, if you wanted to deal with a recruitment agency.
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Um, and what would win that?
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Publishing your rebate terms on your site.
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And which recruitment agency would you pick for us and why?
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And what wins it?
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Reviews that agree with your site.
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So external reviews on an external site would then pick you up.
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So what we can see is it's not about these top-level queries.
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You know, somebody can ask, should we use an agency or keep trying ourselves, looking looking for staff ourselves?
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Now, you know, if you if you want to win those queries, um that's quite difficult if you don't build the content below it.
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That's what I'm trying to get across here to you.
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Think below, think more deeply into what people are searching and how um you can satisfy the query, and it's not about optimizing for the phrase in the first place.
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Hopefully, I'm making myself clear.
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So, Google, you know, like to caveat this, Google says it is all just SEO at you as usual, right?
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Google says we're still in an SEO world, um, and we are to some extent, right?
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Because we haven't fully gone into um the universe where we are going to end up.
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So we are we are not fully into uh full AI mode where we end up talking to LLMs, talking to our AI assistants like MuseCharm, etc., and it gives us the answer and we have a proper conversation with it, right?
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But when we're having those conversations, think about the knowledge that it needs to have behind it.
00:26:25.759 --> 00:26:45.599
Uh, it's not about a web page that says this is the best recruitment company in Doncaster because somebody created a page saying they are the best recruitment company in Doncaster, it's about uh all of the fan-out queries that you you need to have below it, right?
00:26:45.839 --> 00:26:53.920
But Google would say a page per fan out variation is spam, and that is true.
00:26:54.079 --> 00:27:04.559
It's not we're not going back to the good old days where I go and build 50 different web pages just to cover all the individual scenarios, right?
00:27:04.799 --> 00:27:13.759
Um, Google would call that content abuse, and pages covering every sub question will get cited less, right?
00:27:14.559 --> 00:27:21.920
You need to cover a solid base and foundation and be cited externally as well.
00:27:22.319 --> 00:27:26.240
That's one of the obviously one of the most important things that are going to happen, right?
00:27:26.559 --> 00:27:33.680
Um, AI referrals are still only, and I say still only, around 1% of traffic for most sites.
00:27:33.839 --> 00:27:50.960
But again, we have said that a massive chunk of the web search that is happening still, even when answered by LLM or AI query, um that's just cutting the dead wood, the traffic that nobody wanted anyway.
00:27:51.119 --> 00:27:53.599
You know, it's traffic that's not going to convert.
00:27:53.839 --> 00:28:13.279
So all of that, if you get rid of, I don't know, 75% of the traffic just because it gets rid of all the people that would have landed on your site and never made an inquiry or you weren't a good fit or just bounced, if we get rid of all of that and then we say 1%, that's 1% of 25%, right?
00:28:13.359 --> 00:28:15.839
So we're now at four or four percent, right?
00:28:16.079 --> 00:28:18.319
It's only set to increase.
00:28:18.720 --> 00:28:22.559
So keywords, look, I can't stress it enough.
00:28:22.720 --> 00:28:27.759
Keywords are no longer the unit of search or value, right?
00:28:28.240 --> 00:28:33.440
The conversation is what you have to be optimizing for.
00:28:34.880 --> 00:28:42.319
So a little bit of exercise, something you can do this week that's going to make a difference for you as a business.
00:28:42.960 --> 00:28:44.799
Start with questions, right?
00:28:45.039 --> 00:28:45.920
Not keywords.
00:28:46.079 --> 00:28:49.680
I think I've been clear about that throughout this whole presentation.
00:28:50.079 --> 00:28:52.400
Record your sales calls, right?
00:28:52.559 --> 00:28:57.519
Route, write down everything that a customer says in their own words.
00:28:57.680 --> 00:28:59.839
I've been telling people to do this for years, right?
00:28:59.920 --> 00:29:08.079
And we're all, maybe we're all a little bit lazy, but um, I have, in a recent example, taken one of my clients.
00:29:08.400 --> 00:29:16.720
I've taken all of their phone calls for the last six months, downloaded them all, I took out everything that was less than five minutes long.
00:29:16.960 --> 00:29:26.559
The remaining calls, we transcribed them all, put them into Clawed, and some amazing insights came out of it, right?
00:29:26.640 --> 00:29:34.319
Not just things where we could learn from which salespeople were working, but all of the questions that people were asking, right?
00:29:34.799 --> 00:29:37.440
And that is hugely valuable.
00:29:37.599 --> 00:29:51.440
So then we can build content around that to answer those questions on topic, right, and not trying to be based on keywords or phrases, but based on actual things that your actual customers are saying, right?
00:29:51.759 --> 00:29:53.440
I can't stress it enough.
00:29:53.680 --> 00:29:57.039
Record your calls, start with the questions, right?
00:29:57.119 --> 00:29:59.440
It's not about the keywords anymore.
00:30:00.079 --> 00:30:03.680
Use the People Also Asked free map pack, right?
00:30:03.759 --> 00:30:09.680
So within that, you've got People Also Asked, use that as a template.
00:30:09.920 --> 00:30:26.960
So go in to Google and ask it the questions, look for the People Also Asked section, download every single one of those questions and then draw a line through the ones which aren't relevant to your business, and you'll be left with possibly hundreds that are relevant, right?
00:30:27.039 --> 00:30:43.200
And you can use that, go and answer those questions in your own words, record that, produce it into pieces of content, publish it, right, and share it, and then you've got a very good chance of covering off a lot of this ground that we've been talking about in this video.
00:30:45.119 --> 00:30:48.640
Stick to one page for a conversation, right?
00:30:48.880 --> 00:30:56.480
Put your answer first and then follow up each follow up under it in a heading that is another question.
00:30:56.640 --> 00:31:08.319
So structure your page correctly, but keep those questions on topic, stick to a theme, um, don't go wandering off into massive subqueries.
00:31:08.720 --> 00:31:11.279
Keep it succinct and accurate.
00:31:11.359 --> 00:31:14.400
Um, and accuracy is one of the huge things, right?
00:31:15.200 --> 00:31:20.240
And most importantly, say things that only you know, right?
00:31:20.319 --> 00:31:24.960
If you can get stuff, and I say to people, get it out of your head onto paper, right?
00:31:25.039 --> 00:31:27.200
That would be the old school way of doing it.
00:31:27.359 --> 00:31:29.039
Get it out of out of your head and onto paper.
00:31:29.200 --> 00:31:47.440
Well, now we're talking about digitising your knowledge and talk about your prices, your process, things people can do with your products that you know they they might find as an advantage or some way to use it that hadn't necessarily been published.
00:31:47.680 --> 00:31:54.559
Um put down your numbers and your experience and just give something to the knowledge base.
00:31:54.960 --> 00:32:00.799
And as we discovered earlier, maybe this was a light bulb moment for an awful lot of you.
00:32:00.960 --> 00:32:04.640
I can certainly say it was for me when I first found this out.
00:32:04.880 --> 00:32:12.799
15% of things that are getting typed into the web on a daily basis have never been typed in before.
00:32:13.119 --> 00:32:15.039
So think about that for a minute.
00:32:15.279 --> 00:32:21.920
You can't optimise for all of that, but you can optimise for the subqueries that come below it.
00:32:23.440 --> 00:32:26.960
So ask it the long way, right?
00:32:27.119 --> 00:32:30.559
The way your best customer would ask the question.
00:32:31.039 --> 00:32:41.599
Some people of us, you know, we all can be very guilty of being too close to our own business and thinking like, well, not putting ourselves in the customer's shoes.
00:32:42.079 --> 00:32:56.160
So ask, ask the questions, go and ask Chat GPT and Gemini and Claude and Perplexity and ask them all the questions that you think that you should come up for and have a look, right?
00:32:56.400 --> 00:32:57.359
Do you come up?
00:32:57.519 --> 00:32:59.119
Are you sighted at all?
00:32:59.359 --> 00:33:04.880
And if not, work out why and who is coming up and why they're coming up ahead of you.
00:33:07.200 --> 00:33:11.519
Some of the sources that I quoted today are in the blog.
00:33:11.680 --> 00:33:24.720
I will publish them in my transcript, but I think I've really tried to get to the bottom of this and show you how you need to think more broadly beyond keywords and phrases.
00:33:24.799 --> 00:33:26.480
And I think that's the lesson for today.
00:33:26.640 --> 00:33:34.160
Just make sure you are understanding what those subqueries are below a particular one.
00:33:34.240 --> 00:33:40.079
And if you have to, go back into the video, look at the examples I've given, and hopefully that's useful.
00:33:40.319 --> 00:33:41.599
I'll see you in the next one.
00:33:41.759 --> 00:33:43.039
Cheers, guys.
00:00:01.199 --> 00:00:10.320
Hey everybody, Simon here from Question Dot Marketing, and I want to talk to you today about try to stop thinking about keywords.
00:00:11.679 --> 00:00:20.480
Think more about how people are going to be speaking, how we're going to ask questions of LLMs and how search is evolving.
00:00:20.879 --> 00:00:26.160
In 2026, and this is the latter part, we're into Q4 of 2026.
00:00:26.239 --> 00:00:29.920
We're looking now at how queries fan out.
00:00:30.239 --> 00:00:38.880
And I want you to understand how people are now searching and use that in your marketing, which is going to be hugely important.
00:00:39.039 --> 00:00:47.039
Probably one of the most important changes in how search works is happening right now, and the opportunity is huge.
00:00:47.759 --> 00:00:59.119
So as we move forwards, we're going to go into a world where you know we used to type, for example, accountant, Doncaster.
00:00:59.200 --> 00:01:06.640
You would type in a phrase or a keyword, and we're now moving into a world where people are prompting.
00:01:06.719 --> 00:01:10.480
Obviously, we're we're asking questions of LLMs.
00:01:10.640 --> 00:01:21.200
And you might then, in that example, somebody might ask, which accountant near Doncaster is good for a small builder who's fallen behind on his VAT?
00:01:21.920 --> 00:01:44.000
Now, one of the findings from SEMrush was that uh queries are now have gone from maybe you know three or four words when we were working a keyword universe or a key phrase universe to now 23 words on average, where people are asking questions.
00:01:44.159 --> 00:01:48.799
So we now need to think how does this affect us?
00:01:50.159 --> 00:02:11.840
One thing that is really important to understand, and I don't think many people actually realize this before AI, way before AI, all the way through search, people have on average um been typing in things that aren't answered, things that are not answered, right?
00:02:12.000 --> 00:02:22.960
So 15% of the time, and this is according to Google, every single day, there are searches going into Google that have never been asked before, right?
00:02:23.439 --> 00:02:31.199
No keyword tool um can reference them or has use of them because they've never been typed in.
00:02:31.360 --> 00:02:34.479
This is how the human mind works, right?
00:02:34.560 --> 00:02:41.120
We need to understand that if somebody hasn't searched something yet, how can we optimize for it?
00:02:41.280 --> 00:02:52.719
And if you know, if you are an SEO listening to this or you're dealing with an SEO company who are still talking about keywords, trust me, they are getting it wrong.
00:02:52.879 --> 00:03:00.960
We need to move to a query-based, prompt-based, question-based um way of optimizing.
00:03:01.680 --> 00:03:07.360
So if we go back in time a little bit, um, let's look back to April 2015.
00:03:07.520 --> 00:03:12.319
Google started testing a system called People Also Ask.
00:03:12.560 --> 00:03:14.960
And hopefully we all understand how this works.
00:03:15.120 --> 00:03:21.280
When you search something, a little way down the page, you will see People Also Asked.
00:03:21.520 --> 00:03:24.639
Now, our business is question.marketing.
00:03:24.719 --> 00:03:30.080
The reason it's question marketing is because it is about the questions that people are asking.
00:03:30.240 --> 00:03:35.120
And I want you to seriously think about how you optimize for the questions.
00:03:35.280 --> 00:03:49.199
Now, based on the previous slide that I showed you, think about also the fact that 15% of the queries that are going into search and LLM have never ever been typed in before.
00:03:49.439 --> 00:03:58.560
So that might sound ridiculous, but you know, there's 15% of the world that are putting things in in a different way.
00:03:58.800 --> 00:04:06.479
So purely rephrasing things, wording them differently, asking different questions, and that is every single day.
00:04:06.639 --> 00:04:09.039
So think how that compounds, right?
00:04:09.360 --> 00:04:10.479
2017.
00:04:11.439 --> 00:04:19.600
Um, each click then started to load a lot more questions, um, and the box never ends.
00:04:19.680 --> 00:04:41.120
If you've ever tried this, if you go to the People Also Ask section and just keep clicking and clicking and clicking it, open and close the questions and answer sections of Google, it produces hundreds and hundreds and hundreds of queries, and it's starting to then populate what people are asking around a subject and how a query is fanning out.
00:04:41.439 --> 00:04:44.079
So now we're at 2025.
00:04:44.160 --> 00:04:54.000
If we well look at mid-2025, only 12% of the people also asked answers are in AI overviews.
00:04:54.240 --> 00:05:09.519
So I think this is really um crucial because we're starting to see the shift, and this is where fundamentally traditional SEO is finished just because it's not about keywords anymore.
00:05:09.839 --> 00:05:21.279
And it is now about how we optimize content to answer many, many queries, and that's what I'm trying to or will hope to explain to you in some examples in this video as we go on.
00:05:21.680 --> 00:05:32.399
August 2026 jump forward 86% of those people also asked answers are now in AI overview.
00:05:32.480 --> 00:05:39.839
So we're now in a significant position where um answers really, really do matter.
00:05:40.160 --> 00:05:47.920
So it's not just about phrases, it's so obvious that people try and optimize for a phrase.
00:05:48.000 --> 00:06:02.959
You know, in our example earlier, find me an accountant near Doncaster, or who's the best accountant in Doncaster, or which Donka, which Doncaster accountant should I use, or is there an accountant in Doncaster that could help me with my VAT?
00:06:03.199 --> 00:06:09.839
You can now see that there could be thousands of iterations of that, even that just one basic phrase.
00:06:09.920 --> 00:06:25.199
And now once you start going into billions of different searches that are happening all the time, you can hopefully understand how uh we can talk about 15% of the searches that go into these AI platforms have never even been asked before.
00:06:25.279 --> 00:06:26.959
So, how does an AI deal with that?
00:06:27.120 --> 00:06:28.000
Think about it.
00:06:28.240 --> 00:06:33.040
Uh, now September 26, and things are moving really quickly.
00:06:33.360 --> 00:06:39.120
97% of the sampled answers are AI written.
00:06:39.439 --> 00:06:52.639
So I think we can see that Google has started mapping this conversation years and years and years before anybody was even beginning to have a conversation with it.
00:06:52.800 --> 00:06:57.439
So they see the end game, you've got to work with how this is moving.
00:06:58.879 --> 00:07:03.680
The box that showcased your content is now written by Google's AI, right?
00:07:03.759 --> 00:07:16.160
So if we move from 12% of the people also asked answers being used about well, just over a year ago, um, 97% of that is getting used.
00:07:16.399 --> 00:07:27.439
So 19.2 million sampled English people also asked answers in the first week of September 2026 alone.
00:07:27.680 --> 00:07:37.680
So 90% of results pages with an AI overview also uh show people also are asked in an AI answer on top, right?
00:07:37.759 --> 00:07:38.319
Remember that.
00:07:38.399 --> 00:07:40.000
So follow-up questions.
00:07:40.399 --> 00:07:43.439
Um it's a conversation.
00:07:43.920 --> 00:07:50.160
Think of search as a conversation now, not as a keyword or a key phrase, right?
00:07:50.240 --> 00:07:55.439
We're not we're not trying to come top for a keyword or a key phrase, right?
00:07:55.519 --> 00:08:10.879
This is the whole of SEO ending right now just because it's nothing to do with keywords anymore, it's to do with conversation and it's to do with answers and questions, and how people uh discern what they're looking for.
00:08:11.120 --> 00:08:16.800
How do they move through that map of questions and answers that's already there?
00:08:18.079 --> 00:08:23.199
So it one question, and this is what I'm trying to get across to you guys, right?
00:08:23.680 --> 00:08:29.279
One question may fan out into many, many different answers, right?
00:08:29.360 --> 00:08:37.759
So, in the example, if somebody asks which accountant near Doncaster is good for a small builder who's fallen behind with his VAT, right?
00:08:38.080 --> 00:08:41.519
Only a very small search volume, right?
00:08:41.600 --> 00:08:51.039
So don't start looking at in the past, if somebody typed in accountant Doncaster and they just started clicking links, that's a very general search.
00:08:51.120 --> 00:08:57.679
If somebody ends up on a website, they might produce an inquiry, they might be a decent customer, they may or may not.
00:08:57.759 --> 00:09:10.799
But once somebody qualifies themselves, we have to understand that behind that are a whole bunch of queries that AI is using to map who to cite and recommend.
00:09:11.120 --> 00:09:22.799
So if somebody asks which accountant near Doncaster is good for a small builder who's fallen behind his VAT, that's probably not been typed in very much at all.
00:09:22.960 --> 00:09:35.120
It's 100% definitely not been optimized for because I can imagine there's not somebody who's produced a page that is specifically aimed at that phrase and for somebody who has fallen behind with their VAT.
00:09:35.279 --> 00:09:39.279
If somebody has, I'd be amazed and well done you if you did.
00:09:39.519 --> 00:10:03.679
But anyway, behind that, the AI will be searching accountants in Doncaster, accountant for construction trades, help with late VAT returns, HMRC penalty for a late VAT return, firm name and then reviews, and accountant fees, sole trader builder.
00:10:03.919 --> 00:10:10.799
So hopefully we can now see there are many questions being then queried by the LLM in the background.
00:10:10.960 --> 00:10:19.279
So if somebody's telling you they want to optimize you for just accountants in Doncaster, that's not gonna work, right?
00:10:19.600 --> 00:10:24.240
It's it will be general and it will not be specific to the person's need.
00:10:24.559 --> 00:10:31.679
So therefore, we're and it's not how people type it in, they won't converse with LLMs in that way, right?
00:10:31.840 --> 00:10:42.960
So hopefully you can now see that building up a set of questions and queries behind an actual query that somebody's typing in is what actually matters.
00:10:43.200 --> 00:10:50.399
So this will then produce a result of maybe one or two decent recommendations from an LLM.
00:10:52.159 --> 00:10:59.600
Other examples, um for example, if someone Google's own example was how to fix a lawn, right?
00:10:59.840 --> 00:11:11.679
And in that they named herbicides for lawn weeds, best grass types for your climate, how to prevent weeds, lawn watering schedule, right?
00:11:11.759 --> 00:11:15.360
So these are all things that matter to the first query.
00:11:15.759 --> 00:11:21.360
Um, another one from ChatGPT, and this was from Peaks Research.
00:11:21.600 --> 00:11:23.919
Somebody searches best headphones.
00:11:24.159 --> 00:11:35.840
We would look for, for example, the AI might be looking for the best wireless headphones, best noise cancelling for flights, best budget headphones, best headphones 2026.
00:11:36.080 --> 00:11:45.759
The last one is quite interesting because we are seeing that quite a lot of queries that include a date or statistics do get referenced quite often.
00:11:46.000 --> 00:11:55.279
So what you need to think about is how do I come into the main search based on all of the content that somebody might ask a question around?
00:11:57.120 --> 00:12:03.440
Most of the questions that decide the answer are not in your keyword tool.
00:12:03.759 --> 00:12:17.039
So somebody's optimizing you for best accountant in Doncaster, all those phrases you're definitely not optimizing for or even telling people, telling the LLM that you're optimizing for that.
00:12:17.120 --> 00:12:20.240
You don't have the content built behind it to do that.
00:12:20.320 --> 00:12:27.600
Um, and you're most certainly not measuring whether you come up for those foundational phrases and um keywords, right?
00:12:27.840 --> 00:12:32.559
The other things that matter to build the search query to give the answer.
00:12:33.519 --> 00:12:40.960
Um Google or Gemini, so Gemini will look for roughly 10 searches per prompt.
00:12:41.120 --> 00:12:47.039
Um, 95% of those probably had zero search volume.
00:12:47.519 --> 00:12:48.960
So that's really important.
00:12:49.120 --> 00:12:54.639
We're looking for the fact that you know these are phrases and keywords and things that are people asking.
00:12:54.879 --> 00:12:58.799
They're never they don't have volume in traditional search.
00:12:59.039 --> 00:13:16.480
Um between six and twelve words per chat GPT are hidden search, and 32.9%, 33% of chat GPT cited pages surfaced only via a hidden subquery.
00:13:16.720 --> 00:13:35.279
So meaning that when that subquery the content matched it and was cited, that then brought forward a page that could not possibly have necessarily been optimized to come up for a particular phrase or keyword.
00:13:35.600 --> 00:13:38.000
So it's the fan out that matters.
00:13:38.080 --> 00:13:55.200
You have to understand, and I don't think people I don't think very many SEO agencies understand what I'm talking about here, and maybe I'm educating some of them to understand to how to build content properly behind the scenes that matches the query.
00:13:55.360 --> 00:14:07.279
Okay, it's not it's not rocket science, this is this is a process that has to go through to understand how to build content in this new LLM search universe.
00:14:08.960 --> 00:14:18.799
Ranking in the top 10 uh now buys you effectively uh a raffle ticket, it doesn't get you into the answers.
00:14:18.960 --> 00:14:33.200
Um in mid-2025, if you look back, roughly 75% of pages would produce or would be cited in those uh AI overviews.
00:14:33.759 --> 00:14:46.000
Now in Feb 2026, and I'm recording this video in October 2026, if we look back to February, that had already reduced um roughly by half.
00:14:46.240 --> 00:14:54.000
So 38% of uh pages that were previously in the top 10 now being cited.
00:14:54.159 --> 00:15:10.799
So you you are not, or your content as it stands, if you have spent years, and you may well have spent years optimizing your content to appear for certain uh keywords or phrases, the foundation that that is built on is quicksand, right?
00:15:10.879 --> 00:15:12.480
It is disappearing.
00:15:12.720 --> 00:15:25.679
Um half of the overlap between AI citation and Google or traditional search uh positions has now disappeared in less than a year.
00:15:25.759 --> 00:15:39.440
And I think this is set to shift completely to the point where the only thing that matters is the questions, the answers, and the citation in the fan-out query.
00:15:39.519 --> 00:15:47.360
You've got to build the content around how you're stacking content to answer a question to be cited.
00:15:49.360 --> 00:15:51.919
Um this isn't a new thing, right?
00:15:52.000 --> 00:15:54.000
It's definitely not a new thing, right?
00:15:54.159 --> 00:16:00.879
We're there's a billion plus searches now in uh monthly in AI mode.
00:16:00.960 --> 00:16:11.519
Um, and that's only you know, really in Google, that's probably only a year after they've really moved into providing AI mode to people.
00:16:11.919 --> 00:16:19.919
Um AI mode queries have more than doubled every quarter, so it's exponential, it's just a speed thing.
00:16:20.000 --> 00:16:22.799
This is just growing so quickly.
00:16:23.120 --> 00:16:32.399
Um, this is the the searches that come out are three times the length of a traditional search on average.
00:16:32.720 --> 00:16:35.759
So people are beginning to talk to these LLMs.
00:16:35.840 --> 00:16:42.879
We are going to see a shift from typing in phrases and keywords to asking questions.
00:16:43.120 --> 00:16:46.399
We are going to ask questions and want to learn more, right?
00:16:46.879 --> 00:16:57.600
And one in six, this is crucial as well, one in six searches in the US now uh are voice or image search, right?
00:16:57.679 --> 00:17:04.480
So we're we're moving very, very quickly away from what you would call traditional search.
00:17:04.640 --> 00:17:12.960
I've heard people talking about you know the web disappearing, you know, moving to uh an AI LLM assistant universe.
00:17:13.119 --> 00:17:14.480
That is happening, right?
00:17:14.720 --> 00:17:29.279
I got called a crackpot, or what you know, was I on mushrooms about a month ago for saying, you know, there is a possibility that the traditional web or uh search disappears.
00:17:29.519 --> 00:17:31.920
I think I'm gonna be proven right.
00:17:32.079 --> 00:17:42.400
Um we are moving to a world where the web, yes, it exists, but it's more like a repository or a library, and it's not where we end up.
00:17:42.559 --> 00:17:46.000
Um you know, we don't end up on people's websites.
00:17:46.160 --> 00:17:58.880
We we aren't answer our queries within the LLM, we probably buy there, we book meetings there, we converse there, our AI assistants talk to each other, talk, book meetings, etc.
00:17:59.200 --> 00:17:59.440
etc.
00:18:00.160 --> 00:18:08.000
Why would you spend your time or moreover, waste your time searching through websites when you can get the answer given to you?
00:18:09.920 --> 00:18:19.359
The longer the question, now listen to this carefully, the longer the question, the more likely the machine answers it for you, right?
00:18:19.839 --> 00:18:24.000
So searches that triggered an AI summary by length.
00:18:24.319 --> 00:18:31.839
One to two words, only eight percent, and ten plus words, fifty-three percent, right?
00:18:31.920 --> 00:18:34.319
And this is only set to increase again.
00:18:35.119 --> 00:18:50.720
So eight percent versus fifteen percent, a click will click a normal result with an AI summary versus one without one, and one percent will click a source link inside the AI summary.
00:18:50.799 --> 00:19:00.319
So this is why we're starting to see people not click um through to sites, and this is again set to increase.
00:19:02.079 --> 00:19:07.200
Add money is already following these longer uh search queries, right?
00:19:07.279 --> 00:19:11.279
So share of Google ads impressions by query length.
00:19:11.440 --> 00:19:32.160
If we look at one to two words a year earlier, uh 42%, now 24%, and longer queries, three to four words a year earlier, 33%, and now in August 2026, 50 nearly 50%, 48%.
00:19:33.200 --> 00:19:50.640
So conversions from seven or more words has moved from one percent to four percent, and this is evidence from search engine land analysis of Google Ads data in August 2026, right, via Optimixed.
00:19:50.880 --> 00:19:54.480
This data shows that people are moving again.
00:19:55.039 --> 00:20:03.200
You you cannot be surprised about this that people are moving to asking questions and researching within their query.
00:20:05.039 --> 00:20:11.359
UK searches are getting longer, um, even for people who never used Chat GPT.
00:20:11.599 --> 00:20:18.160
So characters in the average UK Google search in a year has gone from 21 to 26.
00:20:18.559 --> 00:20:21.279
So not a huge shift, but you can see that it's moving.
00:20:21.519 --> 00:20:32.960
UK searches over 30 characters are up 24%, and Google searches per person in the UK versus May 2025 up 26%.
00:20:34.480 --> 00:20:44.720
So people aren't searching for different things, they're saying things differently, they're asking more questions, they want more depth in their search.
00:20:46.640 --> 00:20:50.559
So most people will still ask only once or twice, right?
00:20:50.720 --> 00:20:54.079
But buyers will keep diving in, right?
00:20:54.240 --> 00:21:02.400
So we are seeing a slight divergence between the seriousness of a query, if we put it that way.
00:21:02.640 --> 00:21:12.559
Um what we what we're seeing is a shift in, you know, you are getting your answers more quickly, so you only have to maybe ask once or twice.
00:21:12.640 --> 00:21:23.119
And I don't know that people are in the mood or they haven't necessarily learnt quite yet to dive deeper and deeper on more general topics.
00:21:23.599 --> 00:21:35.279
That's actually good because it's you know, you get the answer straight away, uh, you can take action on it, or if you're just browsing, you're not um you're not wasting any time, right?
00:21:35.359 --> 00:21:42.400
You you don't have to go and dive through four, five, six websites, you don't have to go and check reviews, you don't have to make your own mind up.
00:21:42.559 --> 00:21:44.720
The AI can do that for you, right?
00:21:45.119 --> 00:21:54.640
Um people are making sort of two or three queries per AI mode session versus five in traditional Google.
00:21:54.799 --> 00:21:57.440
So again, people are getting answers more quickly.
00:21:57.759 --> 00:21:59.680
1.7 messages in the app.
00:22:00.240 --> 00:22:02.480
Average chat GPT conversation.
00:22:02.640 --> 00:22:09.599
So seeing that backs up our one or two um people ask metric.
00:22:10.079 --> 00:22:20.480
Um but we are seeing 94% down to 43% of prompts needing one round of hidden searches.
00:22:20.960 --> 00:22:34.720
So we are seeing the fact that there are many, many more hidden searches behind content that is getting served to you or served to the people that are potentially trying to find your business.
00:22:36.319 --> 00:22:39.839
So I've I built a little example.
00:22:40.079 --> 00:22:45.920
Now, if you're listening on my podcast, um I'll I'll try and explain clearly what's going on.
00:22:46.079 --> 00:22:48.160
So I've built a little example.
00:22:48.400 --> 00:23:00.559
So if a recruitment agency, so somebody's looking, a business is looking for a recruitment agency, and somebody's thinking about should we use an agency or shouldn't we?
00:23:00.720 --> 00:23:06.799
And the question they ask, should we use an agency or keep our keep trying ourselves?
00:23:06.960 --> 00:23:08.880
That could be a question, right?
00:23:09.440 --> 00:23:22.880
Um which agencies in South Yorkshire Yorkshire, I went a bit West Country then, which agencies in South Yorkshire specialise in engineering, right?
00:23:24.079 --> 00:23:27.519
Consistent name and specialisms win.
00:23:28.960 --> 00:23:30.400
What do they charge?
00:23:31.519 --> 00:23:34.559
Contin contingency fees or a retainer?
00:23:35.359 --> 00:23:37.680
Um what would win that?
00:23:38.000 --> 00:23:39.920
Publishing your fees, right?
00:23:40.000 --> 00:23:51.119
So you would have to have your fees published because if your competitors aren't, one of the subqueries would pick up your fees and you may then be referenced in the answer.
00:23:52.079 --> 00:23:56.799
How do I know they can find a maintenance engineer?
00:23:57.119 --> 00:24:04.000
So how does how do we know that that particular recruitment business can find me the person I'm looking for?
00:24:04.319 --> 00:24:06.640
And what will win that query?
00:24:07.039 --> 00:24:11.519
A named case study with times and dates on it.
00:24:11.599 --> 00:24:22.240
So if you can demonstrate that you can find maintenance engineers in a particular area, that's how the content would be picked up and you would then be referenced.
00:24:22.400 --> 00:24:26.480
So think below the query that's getting asked.
00:24:26.960 --> 00:24:29.680
What if the person leaves after a few weeks?
00:24:29.920 --> 00:24:36.960
Quite a quite um a regular question that would come up, you know, if you wanted to deal with a recruitment agency.
00:24:37.119 --> 00:24:39.440
Um, and what would win that?
00:24:39.759 --> 00:24:44.160
Publishing your rebate terms on your site.
00:24:45.119 --> 00:24:50.480
And which recruitment agency would you pick for us and why?
00:24:50.640 --> 00:24:51.839
And what wins it?
00:24:52.160 --> 00:24:54.559
Reviews that agree with your site.
00:24:54.799 --> 00:25:00.559
So external reviews on an external site would then pick you up.
00:25:00.799 --> 00:25:05.680
So what we can see is it's not about these top-level queries.
00:25:06.319 --> 00:25:14.559
You know, somebody can ask, should we use an agency or keep trying ourselves, looking looking for staff ourselves?
00:25:14.880 --> 00:25:25.519
Now, you know, if you if you want to win those queries, um that's quite difficult if you don't build the content below it.
00:25:25.599 --> 00:25:28.079
That's what I'm trying to get across here to you.
00:25:28.400 --> 00:25:40.559
Think below, think more deeply into what people are searching and how um you can satisfy the query, and it's not about optimizing for the phrase in the first place.
00:25:40.720 --> 00:25:43.039
Hopefully, I'm making myself clear.
00:25:44.480 --> 00:25:53.920
So, Google, you know, like to caveat this, Google says it is all just SEO at you as usual, right?
00:25:54.160 --> 00:25:59.680
Google says we're still in an SEO world, um, and we are to some extent, right?
00:25:59.759 --> 00:26:05.759
Because we haven't fully gone into um the universe where we are going to end up.
00:26:05.839 --> 00:26:20.160
So we are we are not fully into uh full AI mode where we end up talking to LLMs, talking to our AI assistants like MuseCharm, etc., and it gives us the answer and we have a proper conversation with it, right?
00:26:20.400 --> 00:26:25.599
But when we're having those conversations, think about the knowledge that it needs to have behind it.
00:26:25.759 --> 00:26:45.599
Uh, it's not about a web page that says this is the best recruitment company in Doncaster because somebody created a page saying they are the best recruitment company in Doncaster, it's about uh all of the fan-out queries that you you need to have below it, right?
00:26:45.839 --> 00:26:53.920
But Google would say a page per fan out variation is spam, and that is true.
00:26:54.079 --> 00:27:04.559
It's not we're not going back to the good old days where I go and build 50 different web pages just to cover all the individual scenarios, right?
00:27:04.799 --> 00:27:13.759
Um, Google would call that content abuse, and pages covering every sub question will get cited less, right?
00:27:14.559 --> 00:27:21.920
You need to cover a solid base and foundation and be cited externally as well.
00:27:22.319 --> 00:27:26.240
That's one of the obviously one of the most important things that are going to happen, right?
00:27:26.559 --> 00:27:33.680
Um, AI referrals are still only, and I say still only, around 1% of traffic for most sites.
00:27:33.839 --> 00:27:50.960
But again, we have said that a massive chunk of the web search that is happening still, even when answered by LLM or AI query, um that's just cutting the dead wood, the traffic that nobody wanted anyway.
00:27:51.119 --> 00:27:53.599
You know, it's traffic that's not going to convert.
00:27:53.839 --> 00:28:13.279
So all of that, if you get rid of, I don't know, 75% of the traffic just because it gets rid of all the people that would have landed on your site and never made an inquiry or you weren't a good fit or just bounced, if we get rid of all of that and then we say 1%, that's 1% of 25%, right?
00:28:13.359 --> 00:28:15.839
So we're now at four or four percent, right?
00:28:16.079 --> 00:28:18.319
It's only set to increase.
00:28:18.720 --> 00:28:22.559
So keywords, look, I can't stress it enough.
00:28:22.720 --> 00:28:27.759
Keywords are no longer the unit of search or value, right?
00:28:28.240 --> 00:28:33.440
The conversation is what you have to be optimizing for.
00:28:34.880 --> 00:28:42.319
So a little bit of exercise, something you can do this week that's going to make a difference for you as a business.
00:28:42.960 --> 00:28:44.799
Start with questions, right?
00:28:45.039 --> 00:28:45.920
Not keywords.
00:28:46.079 --> 00:28:49.680
I think I've been clear about that throughout this whole presentation.
00:28:50.079 --> 00:28:52.400
Record your sales calls, right?
00:28:52.559 --> 00:28:57.519
Route, write down everything that a customer says in their own words.
00:28:57.680 --> 00:28:59.839
I've been telling people to do this for years, right?
00:28:59.920 --> 00:29:08.079
And we're all, maybe we're all a little bit lazy, but um, I have, in a recent example, taken one of my clients.
00:29:08.400 --> 00:29:16.720
I've taken all of their phone calls for the last six months, downloaded them all, I took out everything that was less than five minutes long.
00:29:16.960 --> 00:29:26.559
The remaining calls, we transcribed them all, put them into Clawed, and some amazing insights came out of it, right?
00:29:26.640 --> 00:29:34.319
Not just things where we could learn from which salespeople were working, but all of the questions that people were asking, right?
00:29:34.799 --> 00:29:37.440
And that is hugely valuable.
00:29:37.599 --> 00:29:51.440
So then we can build content around that to answer those questions on topic, right, and not trying to be based on keywords or phrases, but based on actual things that your actual customers are saying, right?
00:29:51.759 --> 00:29:53.440
I can't stress it enough.
00:29:53.680 --> 00:29:57.039
Record your calls, start with the questions, right?
00:29:57.119 --> 00:29:59.440
It's not about the keywords anymore.
00:30:00.079 --> 00:30:03.680
Use the People Also Asked free map pack, right?
00:30:03.759 --> 00:30:09.680
So within that, you've got People Also Asked, use that as a template.
00:30:09.920 --> 00:30:26.960
So go in to Google and ask it the questions, look for the People Also Asked section, download every single one of those questions and then draw a line through the ones which aren't relevant to your business, and you'll be left with possibly hundreds that are relevant, right?
00:30:27.039 --> 00:30:43.200
And you can use that, go and answer those questions in your own words, record that, produce it into pieces of content, publish it, right, and share it, and then you've got a very good chance of covering off a lot of this ground that we've been talking about in this video.
00:30:45.119 --> 00:30:48.640
Stick to one page for a conversation, right?
00:30:48.880 --> 00:30:56.480
Put your answer first and then follow up each follow up under it in a heading that is another question.
00:30:56.640 --> 00:31:08.319
So structure your page correctly, but keep those questions on topic, stick to a theme, um, don't go wandering off into massive subqueries.
00:31:08.720 --> 00:31:11.279
Keep it succinct and accurate.
00:31:11.359 --> 00:31:14.400
Um, and accuracy is one of the huge things, right?
00:31:15.200 --> 00:31:20.240
And most importantly, say things that only you know, right?
00:31:20.319 --> 00:31:24.960
If you can get stuff, and I say to people, get it out of your head onto paper, right?
00:31:25.039 --> 00:31:27.200
That would be the old school way of doing it.
00:31:27.359 --> 00:31:29.039
Get it out of out of your head and onto paper.
00:31:29.200 --> 00:31:47.440
Well, now we're talking about digitising your knowledge and talk about your prices, your process, things people can do with your products that you know they they might find as an advantage or some way to use it that hadn't necessarily been published.
00:31:47.680 --> 00:31:54.559
Um put down your numbers and your experience and just give something to the knowledge base.
00:31:54.960 --> 00:32:00.799
And as we discovered earlier, maybe this was a light bulb moment for an awful lot of you.
00:32:00.960 --> 00:32:04.640
I can certainly say it was for me when I first found this out.
00:32:04.880 --> 00:32:12.799
15% of things that are getting typed into the web on a daily basis have never been typed in before.
00:32:13.119 --> 00:32:15.039
So think about that for a minute.
00:32:15.279 --> 00:32:21.920
You can't optimise for all of that, but you can optimise for the subqueries that come below it.
00:32:23.440 --> 00:32:26.960
So ask it the long way, right?
00:32:27.119 --> 00:32:30.559
The way your best customer would ask the question.
00:32:31.039 --> 00:32:41.599
Some people of us, you know, we all can be very guilty of being too close to our own business and thinking like, well, not putting ourselves in the customer's shoes.
00:32:42.079 --> 00:32:56.160
So ask, ask the questions, go and ask Chat GPT and Gemini and Claude and Perplexity and ask them all the questions that you think that you should come up for and have a look, right?
00:32:56.400 --> 00:32:57.359
Do you come up?
00:32:57.519 --> 00:32:59.119
Are you sighted at all?
00:32:59.359 --> 00:33:04.880
And if not, work out why and who is coming up and why they're coming up ahead of you.
00:33:07.200 --> 00:33:11.519
Some of the sources that I quoted today are in the blog.
00:33:11.680 --> 00:33:24.720
I will publish them in my transcript, but I think I've really tried to get to the bottom of this and show you how you need to think more broadly beyond keywords and phrases.
00:33:24.799 --> 00:33:26.480
And I think that's the lesson for today.
00:33:26.640 --> 00:33:34.160
Just make sure you are understanding what those subqueries are below a particular one.
00:33:34.240 --> 00:33:40.079
And if you have to, go back into the video, look at the examples I've given, and hopefully that's useful.
00:33:40.319 --> 00:33:41.599
I'll see you in the next one.
00:33:41.759 --> 00:33:43.039
Cheers, guys.
