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Every day marketers sift through dozens of headlines, posts, and slacks telling us about the latest and greatest trend we should be following.
It’s easy to feel overwhelmed and like you have to figure it out by yourself. But you don’t have to do it alone. Content Matters with Nicole MacLean (Compose.ly’s CRO) is your digital partner for filtering the trends and focusing on the content that matters most — creating connection that drive results.
For more, head to our site: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
[00:00:00] Chris Raulf: There are some people, sadly, in this industry, I don't think they'll ever get it, and I sometimes speak with those people. They're like so stuck in, you know, the past and they don't want to change. They're gonna be extinct. Right.
[00:00:21] Nicole MacLean: I'm Nicole MacLean and this is Content Matters Created in partnership with Share Your Genius. This show is your digital partner for filtering the trends and focusing on the content that matters most, creating connection that drives results. Let's cut through the marketing chaos together.
[00:00:40] Chris Raulf: I’m Chris Raulf. I'm an AI SEO expert.
[00:00:44] Chris Raulf: In fact, if you Google “International AI and SEO expert,” I should show up at the very top in Google. I've been doing SEO for about 30 years. Uh, so I speak globally about AI and SEO and then I launched Boulder SEO Marketing, that's my main business, uh, work, a search engine optimization company that heavily uses AI as part of our methodology.
[00:01:13] Chris Raulf: I started that business back in 2009. And then as soon as ChatGPT launched and the whole AI craziness began, I got into it very early and now people find me through search terms that I just mentioned and, uh, I get speak globally. My wife gets to travel with me and yeah. Here we are.
[00:01:35] Nicole MacLean: So many questions.
[00:01:36] Nicole MacLean: You said you've been in SEO for 30 years, so how many times have you seen SEO die and come back to life?
[00:01:42] Chris Raulf: I mean, that seems to be a recurring theme. SEO is dead. SEO is dead. Uhhuh, it's not gonna happen. It's not gonna happen anytime soon. Uh, whenever I speak at conferences, uh, I have a slide in there. SEO is finally dead.
[00:01:59] Chris Raulf: World's finally alive now, it's not gonna go anywhere where for the foreseeable future, we're gonna use the internet, uh, most likely to search for things, right? So. Although SEO, the term is slightly changing to GEO or generative engine optimization, it's the same stuff, right? We're gonna create and optimize content, whatever form that may be written, video, images, whatever it is, right?
[00:02:31] Chris Raulf: That gets us in front of the right audience to connect us with them. In my opinion, you know, I'm still gonna call it mostly SEO, I'm still gonna use the fancy new terms to make people happy. Yeah. But in my opinion, it's SEO, right? We're gonna, we're gonna search for things and we're gonna optimize stuff to make that connection.
[00:02:53] Chris Raulf: Yeah.
[00:02:53] Nicole MacLean: Yes. I have said, had similar soap boxes of SEO is still SEO. It's still search, whether it's TikTok or Reddit, or. ChatGPT, but I was gonna ask what your, what is your preferred, I've heard AEO, GEO, AI search. I'm sure there are others, but it sounds like GEO is your preferred new lingo.
[00:03:14] Chris Raulf: So ultimately it's not about me.
[00:03:17] Chris Raulf: What I prefer, I'm gonna take a look at, you know, how many people are searching for that search terms, and that's what I'm gonna primarily optimize for. Personally, I like, I actually do like the term GEO, generative engine optimization. 'cause uh, a lot of our customers, they're actually asking about it. So I'm listening, Hey, what terms are people using that paying me money?
[00:03:43] Chris Raulf: Right? That what you don't have at the end of the day. So a lot of people are getting more familiar with the term QO. Nowadays, but we're gonna use all of these terms that describe what we're doing for them. Yeah,
[00:03:57] Nicole MacLean: yeah, absolutely. I think that's a fair, good takeaway is even in, I've said this a lot, but people on LinkedIn and you know, thought leaders trying to capture the discussion around this right now, but most search is still on Google.
[00:04:16] Nicole MacLean: It really doesn't matter. Where is your audience searching? There are certain sectors where probably AI search is the predominant. GEO is the predominant way people are are looking, but there are some that they probably never opened ChatGPT a day in their life. So it really just depends on the people who are going to pay you money, what are their behaviors, and that's where you need to be.
[00:04:36] Nicole MacLean: I
[00:04:36] Chris Raulf: mean, shockingly, for the first time since I've been doing SEO O since Google came about, they sell below 90% market share. Oh my God. But that
[00:04:47] Nicole MacLean: is a big thing, but I mean, it's still 90%.
[00:04:50] Chris Raulf: Yeah, yeah, yeah. But so obviously I follow all of this stuff very closely. I spend hours every day, you know, figuring out where this is going.
[00:05:01] Chris Raulf: The fact of the matter is that, in my opinion, you know, Google, yes, they fell below 90% market share, they're gonna rebound. I think they have so much in their favor. If you listen to interviews with Sundar Phai, the chairman of the Alphabet and the CEO of Google, you know everything is going in the right direction for them.
[00:05:25] Chris Raulf: What they're doing with ai, nobody else is doing. I see companies now catching up that we're ahead of them. So are companies cutting into their market share right now? Absolutely undeniable. Right. But I, I just spoke at a conference and I, you know, I did research. Google is still getting 400% more searches than all the other players, you know, combined.
[00:05:51] Chris Raulf: So am I extremely concerned about developing a GEO strategy for, you know, ChatGPT, the search, GPT, Perplexity, Claude, et. Not at all. At the end of the day, what matters is that you have to create content. Again, whatever format that is. That is way better than what's currently existing out there. That's what's gonna matter if all, if these tools are gonna stay in business, they're gonna have to serve the best content for the right kind of person in certain situations.
[00:06:28] Chris Raulf: That's what's gonna matter.
[00:06:30] Nicole MacLean: You mentioned content video. Audio written. Do you think the type of content is shifting or is it just that the bar is staying high and you can't get away with, with not meeting it anymore? Or should we be shifting kind of how we think about the content we produce?
[00:06:46] Chris Raulf: I think at the end of the day it's, it's, it's very easy what we do, right?
[00:06:51] Chris Raulf: At the end of the day, there is the person that we try to. Connect with, right? So at the end of the day, they're giving everything away. So the, the most important thing is A, you gotta create buyer persona profiles 100%. Understand who is that person that you try to connect with. So here's what shifting, right?
[00:07:14] Chris Raulf: So we, my wife and I combined blended family. We got five kids, Rangers 21 to 27. Even within that small range of years, they have different needs in how they, you would like to get content. They have, you know, different behaviors, what kind of platforms they use. You know, the 27-year-old is already agent compared to the 21-year-old.
[00:07:40] Chris Raulf: So this is how we need to think, right? Who is the person that we try to connect with? What are the platforms, mediums, and kind of content that they're responsive to that will allow us to connect with them? So whether it, you know, it's video now. Google is indexing Instagram content as of July 10th, which is a massive deal right now.
[00:08:03] Chris Raulf: For the first time, we're actually gonna have to deal with Instagram. You know, it's a new thing. So I think to answer your question, that's how we need to approach this. Your question. In a philosophical way, you know, at the end of the day, we're gonna talk to the person that we're gonna try to get to engage with us.
[00:08:23] Nicole MacLean: Yeah, absolutely. Well, and I think one thing I've, we talked about on a recent webinar we did is the difference in keywords, specifically, like the long tail nature of prompting and conversations versus maybe what you would traditionally see in a Google search. The importance of creating content more focused on these hyper, I guess it's the opposite, but very long tail keywords.
[00:08:50] Nicole MacLean: That is more going back to what you said of really understanding your buyer and understanding their world, their language, and how they are talking and searching for things is now more important to have content about that than just these more broad stroke. Kind of general topics. So you,
[00:09:06] Chris Raulf: you're actually bringing up a very interesting topic that we, we are in this massive gray song right now.
[00:09:15] Chris Raulf: So if you're listening out there, I recommend you head over to Google Search Console. It's a free tool provided by Google. So Google is now providing us with data from AI overviews, the AI generated stuff, right? Most people, they talk into these devices, these mobile computers, with very long sentences, right?
[00:09:40] Chris Raulf: Google, if you're doing a good job with creating and optimizing content, they will reference you as a trusted resource in these very long AI generated, you know, piece of content and people make fake on it. So you're gonna see. A lot more very long tailed search terms. Those is like entire sentences. Right?
[00:10:04] Chris Raulf: So that'll give you a good idea about the kinds of content that you need to create on your website to get a chance to actually get people through AI or AI use to your website, right as Google is trying to figure out how to properly implement AI content into their Serbs. They're gonna continue to test and figure out how people are, you know, responding to this AI stuff.
[00:10:35] Chris Raulf: I'm actually beta testing a new ERP feature right now that Google is testing. So a lot of things are gonna change, right? So to answer your question, I think if you are doing, if you're investing time into SEO, time, money, resources. I think you still gotta do a lot of the traditional SEO stuff where you optimize for short tail, high intent keywords because that stuff is gonna show up in the blue links, right?
[00:11:03] Chris Raulf: Actually, your chance to get conversions are higher. 'cause if your website is varied in one of these AI views, the click through rate is extremely low. If you're an SCO, I'm sure you've heard about the great decoupling. If you don't know what that is, just do a quick search on Google, great decoupling where impressions are going up for your website, your content, but clicks are going down.
[00:11:33] Chris Raulf: That's the reality that we're living in. People are not happy about that and Google is addressing that. So they will probably in the near future, continue to send more traffic. Back to websites instead of keeping everybody on their, you know, homepage. Yeah.
[00:11:52] Nicole MacLean: Now I feel like I've heard the opposite, that the zero click search and Google wants to keep you on site.
[00:11:57] Nicole MacLean: Like where do you, is that misinformation in the market?
[00:12:01] Chris Raulf: So a lot of websites where a little publishers are not happy with what's happening, right. Because the zero click reality, it is a reality. Google is keeping a lot of traffic on their website, you know? If you listen at the latest interviews with Sunder Phai, again, they're pressing him on, Hey, are you gonna send people to our websites again?
[00:12:23] Chris Raulf: And he is like, yeah, we're working on it. That's a message that I'm getting. Got it.
[00:12:28] Nicole MacLean: So that, so that's more of a, it may be, right now, our reality is a zero click search and you're seeing Yep. But they're finding, they're trying to find that, that balance.
[00:12:36] Chris Raulf: Yeah. So with what I'm testing right now is a new, uh, SERP AI interface.
[00:12:44] Chris Raulf: Where they're actually trying to address that. I really don't like it quite more, to be honest. So they're, they have to figure this out because if they don't change it, uh, you know, people will flock over to GPT, publicity cloud, et cetera, because you know, they may get a better experience. It's very interesting.
[00:13:06] Chris Raulf: Uh, we're in this gray zone right now and I think Google is under the pressure to address it so that they're gonna send more traffic back to websites. 'cause people are telling people are not happy about it.
[00:13:19] Nicole MacLean: Well, and I heard an interesting clip from an interview with Sam Ulman that Gen Z or like people in their teens, early twenties, are using ChatGPT less as a search engine like millennials.
[00:13:33] Nicole MacLean: Late twenties, thirties, forties are using ChatGPT as a replacement for how they, exactly how they would use Google. But the younger generation is using ChatGPT as an operating system to which they just launched just a couple weeks ago, like Agen. Uh, cha Bt I really think that is a difference too of, I, I don't think that ChatGPT really wants to be a search engine.
[00:13:59] Nicole MacLean: I think they want to be a a, an operator. Assistant, like actually shifting how you do things and not just how you find and synthesize data, which I think is interesting that they, we, and as a 30 in my thirties, yeah, I, I often think of ChatGPT as a search replacement, but I don't think that's at, they view themselves really as a competitor to Google.
[00:14:25] Nicole MacLean: They're, I think they're creating a new category.
[00:14:27] Chris Raulf: You're way ahead than many other people that I talk to. I, I, I think you're 100% right, you know, for, uh, ChatGPT or OpenAI to compete with Google. It's impossible. I listened to some interviews, uh, Sam, Sam Altman and some of his developers. About that. And to me, I believe it's one of unclear, they are all in on AI agents.
[00:14:55] Chris Raulf: They're gonna build a fleet of AI agents where, uh, ChatGPT is gonna be in the interface where people like you and I, let's say we were gonna go to Paris next month. Right.
[00:15:08] Nicole MacLean: Fantastic.
[00:15:08] Chris Raulf: Yeah. We're gonna go to ChatGPT and say, Hey, I'm gonna, you know, I'm gonna take my wife's, uh, or boyfriend or whatever it is, right to Paris.
[00:15:18] Chris Raulf: Hey, and I, you know, I need tickets for the Eiffel Tower. I want to get, you know, that glass champagne at the top. And then I also need tickets to the catacombs. And I want to go, you know, I'm gonna see the Mona Lisa. I believe ChatGPT, that's what they're gonna focus on. So they're gonna be an uh, ch AI company.
[00:15:40] Chris Raulf: That's the next big thing where, you know, I already see Google doing a lot of developments in that space as well. But I believe ChatGPT, OpenAI, that's where they're going. They're gonna be an agentic AI tools company. This is how we're going to interact with platforms like OpenAI, where you know, we're gonna, I'd be happy to pay for an Gen AI tool that will save me all of that time.
[00:16:13] Chris Raulf: Like we're gonna hike, my wife and I gonna hike my Kilimanjaro in six weeks. You know, we spent a lot of time putting together that trip, finding the best outfitter, you know, then doing a safari after then, you know, finding tickets to fly over the sensor bar in our hotels. It takes forever. Is it fun?
[00:16:33] Chris Raulf: Absolutely. Do I have time to do it? Not really. Right, but this is the next frontier, and this is where people like you and I are probably willing to spend, you know, 10, 20, 30 bucks per month. To have access to a tool like that, and I believe that this is where Open Eye is going.
[00:16:54] Nicole MacLean: As a sales and marketing leader, I'm always interested to hear about a team's tech stack.
[00:16:58] Nicole MacLean: At Compose.ly, we use Apollo with HubSpot to fuel our outbound outreach. My team loves it. It consistently provides accurate contact information and is incredibly user-friendly. If you're thinking about changing your data provider or just wanna hear more about our experience, connect with me on LinkedIn, or check out the link in the show notes of this episode.
[00:17:17] Nicole MacLean: Improve your inbound, increase conversion, and keep your marketing database squeaky clean with Apollo. Well, I, I agree. And even just. Not that how I use these tools is indicative of the world, but even from talking to friends or clients and understanding how they're using it, there's still a lot of mistrust in data provided by AI tools.
[00:17:42] Nicole MacLean: We know it makes things up. We know it's a pattern recognition tool. I still think that if someone wants to verify something from ai, they go to Google and they go click on links and they say, okay, let's compare and contrast. But if I need a spreadsheet analyzed, if I'm trying to optimize my team's calendars and I pull data out, or I, I go to trash PT because it's a great tool for that, which is why people are saying a lot of, uh, consultants and data analysts is probably actually where they think, you know, a, it's coming for our job.
[00:18:15] Nicole MacLean: I couldn't go to Google and say, Hey Google, here's a spreadsheet. Can you analyze and find insights for me? And so I think that's something to think about too as marketers is it's a double-edged sword. It's both with SEO, how do we look at this as a new opportunity? It's the new frontier. I think it's forcing us to really just do good SEO, which is what you've always really supposed to focus on and, and now it's just really becoming.
[00:18:42] Nicole MacLean: Top of mind, but also then how can you use this operating system, AI agents to transform how you market, how you build collateral, how you do SEO, like what your day-to-day looks like.
[00:18:56] Chris Raulf: So I think what you're addressing is that a lot of people are afraid that they're gonna lose their jobs, right? There's piece all, all of the manual there.
[00:19:05] Chris Raulf: A piece piece. Yeah. They're gonna be automated. They're gonna be done by ai. So I think everybody needs to upskill there. Everybody's gonna be an AI operator. If you want to stay relevant, you are gonna have to understand how to process massive amounts of data, right? That's what you addressed. In a way. I think these tools.
[00:19:34] Chris Raulf: Enable us to really do a lot of things that pre November, 2022, we've not been able to do, right? So now we have access to these AI tools that have such massive capabilities in terms of processing data where we can benefit so tremendously. By feeding it with high quality data so that we get extremely high quality data out, right?
[00:20:02] Chris Raulf: I think a lot of people, they don't really understand how to use ai, so they do the garbage in, and they get garbage out. This is exactly what's happening, right? If you think a little bit ahead, you will benefit greatly from this technology. A lot of people don't use AI the right way. And a lot of people don't understand the capabilities of ai.
[00:20:29] Chris Raulf: They're afraid of it. And uh, so my recommendation is upskill understand these technologies and take advantage of them. This is how you stay relevant. This is how you're gonna get really good jobs that people like us are gonna hire people for. Yeah,
[00:20:48] Nicole MacLean: yeah, absolutely. So, we've talked a little bit, AI's not dead.
[00:20:53] Nicole MacLean: Don't worry guys, still, it's still a thing, you know, really understanding our buyers and how they're using AI and also like what the content to really make sure we're, we're focused on them. I'm curious if you have just some, you know, kind of transitioning of search, but if you have some good use cases on integrating ai.
[00:21:12] Nicole MacLean: So you just talked about creating that kind of content AI agent, like what? One, why did you pick that as an, as the AI agent, and like what are some things you, you've learned from it?
[00:21:24] Chris Raulf: We created a proprietary SEO methodology called Micro SEO Strategies. Just do a search for micro SEO. You'll find a guide that I wrote, uh, at this methodology, very top as part of this methodology.
[00:21:40] Chris Raulf: You know, there's probably like 30 to 50 steps that we need to do. Not too long ago, they were all done manually, right? So one night I woke up and like, oh, what are we doing? We now have the technology to automate 80% of all the manual tasks that we do as part of this methodology. Yeah, so I spent five, six days from engineering.
[00:22:04] Chris Raulf: I used all of the tools, GPT, Claude, Perplexity, Gemini, et cetera. I worked with all the, I built a team and I said, Hey. I want to build a pro sequence that, you know, at the end of the day will spit out an outline for a piece of content. Where you guys have done all of the research, you know, you looked at the AI overview that are being spat out in relation to a search term.
[00:22:33] Chris Raulf: You know, you do a SERP analysis of the top 10, 15, 20 ranking websites. What do they have in common? You do all of the research that, sadly three people used to do who do here at my company that no longer work here. 'cause we were able. To AI demo A, so it just spend six days. Wow. Yeah. So it just spend six days creating the prompt sequence.
[00:22:57] Chris Raulf: It takes everything into account, including. You know, make sure we follow Google Web Master guidelines, we follow Google's helpful content creation guidelines, et cetera, et cetera. So now it takes less than I think, an hour to create an outline. There is no guessing what needs to be. In that piece of content so that we can rank at the top in Google and all the search engines for the keywords that we wanna rank for.
[00:23:25] Chris Raulf: And then, you know, we still have a, a real human being help, help write the content there. So
[00:23:32] Nicole MacLean: I have to say, I think you're one of the first people I've met who've truly AI a weighed jobs. I've heard people whose intention is to build AI workflows and AI agents, and that's their goal. But like someone I've actually been able to have a face-to-face conversation with.
[00:23:50] Nicole MacLean: How did that go down? Like is there any feelings internally from other team members? Like did, did the team members know that that was kind of coming based on what you were building?
[00:24:02] Chris Raulf: No, I mean, as a, you know, do I feel good about it? No, absolutely not. You know, is it the reality that we live in? Absolutely.
[00:24:09] Chris Raulf: My responsibility is to, to the company, right? That's my baby, right? I gotta make sure that, you know, we stay competitive in business, that, you know, I have five kids, I gotta make some money, pay my bills, and, you know, college tuition, et cetera. Then there's also it's evolution, right? This industry is evolving very rapidly.
[00:24:33] Chris Raulf: I could go outta business if I don't do what I had to do. Do I feel good that I was able to AI waste three people immediately after we launch this tool? Absolutely not, right? But is it my obligation as a business owner to do it 100%? So if I could, you know, I would keep all of those people, but I can't because I run a business, at the end of the day, I run a for-profit business and I gotta make sure that we stay relevant and competitive and at the end of the day, eventually I wanna retire.
[00:25:07] Chris Raulf: You know, I gotta make sure I stay in business and, you know, sell this business at a profit at some point.
[00:25:12] Nicole MacLean: Yeah, it's, I mean, I guess it, this is probably the same conversation that happened during the Industrial Revolution and bringing in. Machines that could do assembly lines in a more efficient,
[00:25:24] Chris Raulf: we're, we're exactly at one of these points in time where this is happening again.
[00:25:29] Chris Raulf: Right. And so I, I, I speak all the time at conferences and I always try to gauge, you know, where are other, other agencies at? I'm shocked. I'm like, Hey, how many of you have already built an AI agent or even bought something off the shelf? And shockingly, it's usually. Two or three outta 10. So I feel sorry for them, but I feel great for us because I think we're so far ahead of the game.
[00:25:57] Chris Raulf: And then also like what we're able to achieve with our method methodology, and, you know, taking advantage of, you know, ai, it's, it's incredible. So we're luckily so far ahead of the game that I sleep actually really well these days. Yeah,
[00:26:15] Nicole MacLean: absolutely. It's so interesting. How do you get clients asking, you know, for like, I know you do SEO services and you focus more on the lead gen side of it, but knowing that you are kind of on the cutting edge of building some of these AI workflows, do you have clients that are asking for support in that?
[00:26:36] Chris Raulf: So interesting enough, but six months ago, very, very, very few people asked about, you know, Hey, do you guys use ai? Or How do you use ai? Now it's every call. I would say probably eight outta 10 times people, they know that this is happening and they want to work with somebody that incorporates AI in their, it's called a DARE methodology.
[00:27:03] Chris Raulf: So now it's an absolute no brainer. Right, to like, we have to update our website. To make sure that people easily understand that we're a player in that space that is ahead of, you know, the curve. And you have to explain it in very simple terms. You can't use all these fancy terms. You have to describe what we do.
[00:27:26] Chris Raulf: Uh, that's very important. You know, in a year from now, I'm sure people, they know these terms. For now, it's like you totally confuse people. If you use terms like GEO, it's like, what is that? Yes,
[00:27:36] Nicole MacLean: national Geographic, what?
[00:27:39] Chris Raulf: Yeah. Yeah. So you gotta keep, that's
[00:27:41] Nicole MacLean: probably the biggest thing I have against it is I feel like GEO already has so many connotations around it.
[00:27:46] Nicole MacLean: Yeah.
[00:27:46] Chris Raulf: Yeah. So I, I try to, I'm an educator first. Uh, you know, I teach at universities, this stuff, I love to talk about it in sequel terms. And I think I do a good job because we're landing a lot of clients right now. It makes sense to them. Luckily some we're an SEO agency. Everybody finds us through organic search, so I can break it down in very simple terms.
[00:28:13] Chris Raulf: Show them exactly, Hey, let me show you how we use our AI tool. This is the outline. This is how a human being is creating the content. And then we put it up on the website and then look at that. It ranks for these search terms at the very top in Google.
[00:28:29] Nicole MacLean: Mm-hmm. This has been great. Lots of interesting ideas, and now I feel like I need to go take a weekend and build a little AI agent, which is good and good reminder.
[00:28:41] Nicole MacLean: But just to maybe leave any final advice you'd give to marketers right now that are trying to probably have some fear, but also excitement about these new tools and just kind of how to navigate the landscape.
[00:28:53] Chris Raulf: So there are some people, sadly, in this industry. I don't think they'll ever get it. And I sometimes speak with those people.
[00:29:03] Chris Raulf: They're like so stuck in, you know, the past and they don't wanna change. They're gonna be extinct. Right. It's just gonna happen. Just like in
[00:29:13] Nicole MacLean: every, every evolution. Yeah. There's gonna be that.
[00:29:16] Chris Raulf: There's gonna be those people that they understand what's happening, but they don't, you know, they don't have the brain to really jump on, you know, creating their own ai.
[00:29:25] Chris Raulf: There's a lot of content out there. We do a lot of webinars. You know, if you do a search for ai, SEO webinar, I think we we're showing up pretty high. You know, look for content that people like me and others are willing to just put out there. I think there's so much going on in this space. There's so much information out there that the biggest obstacle is for people to cut through the noise and really focus on what is, you know, gonna help them be relevant in the foreseeable future and not believe me.
[00:30:04] Chris Raulf: I am overwhelmed every day. I listen to probably like an hour or two hours of other experts that talk about this stuff. There's so much information. There's so this, it's going so fast. Right?
[00:30:17] Nicole MacLean: And there's conflicting advice.
[00:30:18] Chris Raulf: Yeah. Yeah. That's the reality that we're living in. I think it's like you maybe take a step back and just focus on something that you think is the right thing.
[00:30:33] Chris Raulf: And then do what you believe, you know, is the right thing to do. That, that's the best thing that I can do. And I, you know, not always right, but I'm mostly right and include through work, but we're in this situation where change is happening and you know, better jump on it or you're gonna be left behind.
[00:30:51] Chris Raulf: Yeah.
[00:30:52] Nicole MacLean: Yeah. I, I like what you said on it can be overwhelming and so I think it's to pick. Pick people that are trying to be transparent and authentic about it, who are running tests that are bringing as much data as they possibly can, or real life experience to what they're bringing, and just know that it is, we're kind of just in this constant state of learning right now.
[00:31:13] Chris Raulf: That's where we're at. Right. And luckily there's some consolidation going on in the markets where things are emerging that are really relevant. You know, there's gonna be a set of tools that. You know, we're gonna focus on, it's like Google, they were not the first search engine. This is what's happening with AI right now.
[00:31:34] Chris Raulf: I think it's gonna take a little bit longer 'cause it's such a powerful technology. But probably within a year or two we're gonna be at that point where these are the standards that we're gonna follow. These are the tools that we're gonna use. So, you know, if you're overwhelmed, you're not alone. I'm overwhelmed, but I, I just.
[00:31:55] Chris Raulf: Try to take a breather, you know, do some yoga and just like reset and you know, it's like, hey, I can't know everything. I'll just just try to do my best and you know, let's see if it works. And so far so good. Yeah.
[00:32:10] Nicole MacLean: Thanks for listening to this episode of Content Matters. Created in partnership with Share Your Genius.
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