Subscribe
Share
Share
Embed
Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Brand. Learn more at exitfive.com
Dave [0:00:01]: You're listening to The Dave Gerhardt Show.
Dasha [0:00:17]: Hey. It's Dasha.
Dasha [0:00:18]: Today on the show, I'm chatting with Kristina Frunze, she is the founder of an SEO agency called Webview SEO.
Dasha [0:00:25]: And she sure a host SEO inside and out We get into all of it today.
Dasha [0:00:30]: She has spent the last ten years doing SEO stuff for a bunch of clients, and she spent the last three running a bunch of experiments to figure out Ai visibility in search.
Dasha [0:00:39]: And so we talk about frameworks, things that she's tried that have worked things that she's tried that have failed, and I hope you get a lot out of it.
Dasha [0:00:46]: I learned a lot talking to Kristina, and I hope you enjoy the episode.
Dasha [0:00:49]: How is it going?
Kristina [0:00:52]: Hi, Dash.
Kristina [0:00:52]: I'm doing well, how about yourself?
Dasha [0:00:55]: I am good.
Dasha [0:00:55]: I'm super pumped talk to you today.
Dasha [0:00:57]: This is a topic that has been on my mind, and maybe even keeping me up at night.
Dasha [0:01:02]: We're gonna talk about all things SEO a o, g.
Dasha [0:01:05]: You are the founder of Webview SEO.
Dasha [0:01:09]: Talk to me about what is that?
Dasha [0:01:11]: What are you doing day to day?
Kristina [0:01:13]: SEO is an SEO Ai search agency for B2B Saas companies, with a heavy focus on construction technology, prop tech, real tech, anything that is we've started there just because that's where a lot of my focus was before with my previous agency.
Kristina [0:01:32]: So this is where our probably ninety percent of our clients in the construction technology at the moment.
Kristina [0:01:38]: We helped them with mostly, you know, figuring it out what it is to be visible these days because a lot of people like you said, you know, it's it's pretty confusing what is SEO?
Kristina [0:01:50]: Is it still relevant, Do I need to completely switch to A or what we do.
Kristina [0:01:54]: Everybody's is funny.
Kristina [0:01:55]: So we're kind of trying to help them figure that out.
Dasha [0:01:58]: Does that mean, like, the tactics and the strategies we're gonna talk about today are only relevant to those specific industries or does some of this stuff apply, you know, more broadly, no matter what industry you're in.
Kristina [0:02:10]: It's definitely not just applicable to those of type of companies.
Kristina [0:02:13]: I would say it's applicable for us all the Saas, B2B companies, and we'll work with different sizes as well.
Kristina [0:02:21]: We have some startups some of the enterprise companies as well, some Series d series is a as well.
Kristina [0:02:28]: So it's going to be applicable because honestly, the...
Kristina [0:02:31]: What we're going to touch on today, some of the strategies that we have.
Kristina [0:02:36]: They are kind of have been the foundation of SEO for such a long time that it's...
Kristina [0:02:41]: If done well, It pretty much worse for everybody.
Dasha [0:02:45]: So it's pretty universal.
Kristina [0:02:46]: Yeah.
Kristina [0:02:46]: I would say so.
Dasha [0:02:48]: Okay.
Dasha [0:02:48]: Well, I'm excited.
Dasha [0:02:49]: You've been doing this for a long time.
Dasha [0:02:51]: You've spent the last ten years in SEO in the last three testing stuff with Ai, So excited to dive into all of it.
Dasha [0:02:58]: I think a good starting point would be to just define the acronym that everyone is throwing around.
Dasha [0:03:05]: We've got SEO.
Dasha [0:03:07]: We've got Ae.
Dasha [0:03:07]: We've got Geo.
Dasha [0:03:08]: And depending on who you listen to or talk to, those either are all the same, don't worry about it or know they're are completely different, and you need a strategy for all three.
Dasha [0:03:18]: Break it down for us, what is SEO?
Dasha [0:03:20]: What is Ae and what is Ge and is it the same thing or not?
Kristina [0:03:25]: I might be biased, and that's that's why I'll start with SEO, You know, search engine optimization.
Kristina [0:03:30]: That's something that has been, yeah, like, a different industry for quite a long time, and that's my bread and butter, and the Aa and geo, honestly, there is just so many different acronyms probably there's, like ten more variations of that.
Kristina [0:03:44]: I personally call it ae.
Kristina [0:03:47]: And in my mind, oh, so Aa is Ai search optimization.
Kristina [0:03:52]: Oh, Ai, engine optimization, and then Geo is, like generative engine optimization.
Kristina [0:03:58]: Essentially, these two themes is the last two Acronyms day.
Kristina [0:04:00]: At least to me mean the same thing.
Kristina [0:04:02]: I don't differentiate between these two, but I don't really like calling it a or geo, I like calling it Ai search optimization, like, I just spell it out just because I wish we would arrive at one acronym as an in industry drink keep using it, but it's just everybody keeps coming up with the new ones, and it's it's hard to keep a butt.
Kristina [0:04:25]: That being said, SEO and Eight are not exactly the same thing.
Kristina [0:04:31]: They overlap quite a lot.
Kristina [0:04:32]: At least in my practice, there are certain differences between them.
Kristina [0:04:37]: You know, I would almost treat Ae as a layer on top of SEO.
Kristina [0:04:42]: But I will never treat A as a different discipline that can be done separately from SEO.
Kristina [0:04:50]: Got it.
Kristina [0:04:51]: That makes sense.
Dasha [0:04:52]: Yeah.
Dasha [0:04:52]: That makes sense.
Dasha [0:04:53]: So what is if you were to define the layers SEO is blank, and then Ae is blank.
Dasha [0:05:00]: What are those fill in the blanks for me?
Dasha [0:05:02]: Right.
Kristina [0:05:03]: SEO is the foundation.
Kristina [0:05:05]: A is the roof.
Kristina [0:05:07]: That's that's how I would say.
Dasha [0:05:10]: I love it.
Dasha [0:05:10]: I love a metaphor.
Dasha [0:05:11]: Okay.
Dasha [0:05:12]: And then, obviously, Ai is changing the SEO game.
Dasha [0:05:16]: You're saying a lot of people are panicking.
Dasha [0:05:18]: What problem specifically are you seeing marketers experience now that Ai search is kind of dominating.
Kristina [0:05:26]: I think honestly, there is no lack of problems and marketers face these days, especially when it comes to Ai.
Kristina [0:05:32]: One of them being Ai ar reviews taking away the giant share of the organic traffic.
Kristina [0:05:38]: But then also, you know, the pollution of search engine results were just Ai swap and, like, hundreds and hundreds of Ai articles that are just being pumped out.
Kristina [0:05:50]: And I think at this point, there are more Ai generated content obviously than human generated content so, I think these two at least form the basis of all the other problems that come out of them.
Dasha [0:06:03]: One of the things that you're seeing happen is because Ai overview is such a big thing, marketers are seeing their organic traffic when they look at their organic traffic.
Dasha [0:06:14]: I'm logging into Ga four.
Dasha [0:06:16]: I'm looking at my organic traffic and all of a sudden, I'm seeing it trend in the wrong direction.
Dasha [0:06:20]: It's going down.
Dasha [0:06:21]: What's should someone do in in that situation, is it cause for panic?
Dasha [0:06:26]: How do you coach clients through that?
Dasha [0:06:28]: I'm sure you have a lot of people coming to saying, hey, my organic search my organic traffic going down?
Dasha [0:06:33]: Like, I need an SEO agency to help me with this?
Dasha [0:06:35]: Is that the right way to be thinking about this?
Dasha [0:06:37]: Should I be freaking out if that's the the situation that I'm experiencing?
Kristina [0:06:41]: I honestly think the way you look at this is almost like you want to kinda reframe it from being back to it being good.
Kristina [0:06:52]: It depends like, how you approach it.
Kristina [0:06:53]: And what I mean by that is that, obviously, a lot of top of funnel traffic is taken over by Ai review.
Kristina [0:07:01]: So everything that is, like, informational, educational, anything that is not really bottom of funnel, so that's being overtake by Reviews right now.
Kristina [0:07:12]: And I don't think there is much to do about that, I would still produce top of funnel content.
Kristina [0:07:18]: When I see a deep, I...
Kristina [0:07:20]: The first thing I do is check whether the dip comes from what pages?
Kristina [0:07:25]: Is it coming from the bottom of funnel pages that we really care about that Are like, the money pages?
Kristina [0:07:30]: Or is it coming from the top of funnel pages that are blogs?
Kristina [0:07:33]: And, like, you know, maybe some gloss, things like that.
Kristina [0:07:36]: That's kind of expected.
Kristina [0:07:38]: And as long as our leads are stable throughout that month.
Kristina [0:07:42]: I think there is no reason to panic honestly, because at the end of the day, we do care about leads and not the organic.
Kristina [0:07:50]: I mean, I...
Kristina [0:07:51]: Maybe somebody likes both, but at this point of time, it's very hard to have both.
Dasha [0:07:56]: That makes sense.
Dasha [0:07:56]: Yeah.
Dasha [0:07:56]: True.
Dasha [0:07:57]: I mean, if my lead volume is not going down and organic is I might be able to live with that as long as I can explain it away and kind of have a reason why.
Dasha [0:08:06]: One of the things that you've recommended to clients is this something you called the sixty twenty twenty output split talk to me about that.
Dasha [0:08:15]: What does that mean?
Dasha [0:08:16]: What is sixty twenty twenty?
Kristina [0:08:18]: I think it's more directional versus, you know, like, prescription, sixty twenty twenty.
Kristina [0:08:22]: So sixty stands for sixty percent buffalo content twenty, a middle of funnel and then twenty top of funnel, and this mix will depend largely on a client on their current state.
Kristina [0:08:36]: If they already have, you know, a lot of bottom of file content that they might be lacking on the top of funnel content and vice versa but, typically, a when you come in and you see a website.
Kristina [0:08:48]: It's lacking the bottom of funnel content.
Kristina [0:08:52]: Specifically for B2B Saas companies.
Kristina [0:08:54]: I see there is a lot of thought leadership It...
Kristina [0:08:57]: I see there is a lot of top of funnel content educational content, but I think the main thing...
Kristina [0:09:03]: And the very first thing that we do is try to understand what kind of bottom of funnel pages we can create for them that will drive leads.
Kristina [0:09:12]: And usually, these bottom of funnel pages are coming out of the content audit, meaning, what it is that, you know, they are what is the main offering?
Kristina [0:09:23]: What are the use cases, whether the pain points.
Kristina [0:09:26]: So for example, I would come in into a client's website, and I see they have one product page.
Kristina [0:09:32]: And then they have all their features or solution on one product page.
Kristina [0:09:35]: And Google is very peak like that.
Kristina [0:09:39]: In this way, they like to see one page per a focus like one page per feature page and one page per keyword.
Kristina [0:09:47]: So that's why creating those, you know, use case pages first and going hard on them if you have those optimizing them properly is the first thing that I would do and then, you know, supporting them with the middle of funnel content and total of funnel content that comes later.
Kristina [0:10:06]: But first thing you need to fix is your bottom of funnel content.
Dasha [0:10:11]: What are some other examples of bottom of funnel content pages that you see Saas marketers missing from their website.
Dasha [0:10:17]: So it sounds like use case is a great.
Dasha [0:10:19]: If you've got a product and it does five things you should have a page per use case.
Dasha [0:10:24]: Any other examples that come to mind when it comes to bottom of funnel content that performs well.
Kristina [0:10:31]: At this moment, there is this very talked about tactic which is like testicles, and it falls some somewhere in the middle of bottom of funnel slash top middle of funnel, that tends perform still tends to perform really well, you know, best x solutions or buyer's guide.
Kristina [0:10:50]: Something that will...
Kristina [0:10:52]: That basically will help people to make that decision at the end of the day, the competitor comparison articles.
Kristina [0:10:59]: This is something that we are still doing.
Kristina [0:11:01]: You need to be very careful about how you create those, but those those are still really good to create.
Kristina [0:11:07]: And then another thing that I always advocate for is having, if you are a bit Vs Saas company, having the list of your case studies, always, you know, optimized properly.
Kristina [0:11:21]: So integration pages, this is something these two type of pages are always visited right before requesting a demo in my experience, so, like, having those seen in an the nav bar isn't must.
Dasha [0:11:37]: If you have case studies, basically, make sure they're included in the Nav bar.
Dasha [0:11:40]: Any others spot that they should be listed, that's maybe hurting you if they're not.
Kristina [0:11:45]: I think the Nav bar makes it really easily to access it.
Kristina [0:11:48]: But then you also...
Kristina [0:11:49]: Another space where we use them very widely is within the blogs.
Kristina [0:11:54]: Always supporting the blogs by just the proof of client success.
Kristina [0:12:01]: So this is something...
Kristina [0:12:01]: This is another place that we use them.
Kristina [0:12:03]: But other than this, I I can't think of any other one.
Dasha [0:12:07]: On the blog is that you're, like, embedding a case study or you're linking out to it or you're...
Dasha [0:12:12]: It's kinda like, okay, you...
Dasha [0:12:13]: You've got your blog and then at the end, it's, like, an and check out our case studies.
Dasha [0:12:16]: What...
Dasha [0:12:17]: Is there, like, a right way to do it or think about it?
Kristina [0:12:20]: I think there is no heart rule.
Kristina [0:12:21]: It depends, you know, on a blog and also on a client.
Kristina [0:12:24]: But typically, I like creating custom visuals around it with, you know, like, a cta button with that particular case study because a lot of times, people...
Kristina [0:12:36]: It's very hard to spot a link within the text.
Kristina [0:12:39]: So, like, in text link because, nobody's gonna look at it unless they're really reading, And we know that that not a lot of people are reading these days.
Kristina [0:12:46]: U.
Kristina [0:12:46]: But if there's, like, a really prominent Cta with, like, a his graphic.
Kristina [0:12:50]: This is what I would usually do somewhere, like, maybe in the middle of the article and then once again at the end.
Dasha [0:12:58]: Making it super prominent.
Dasha [0:12:58]: Hey, we've got a case study.
Dasha [0:13:00]: You're already on this blog.
Dasha [0:13:01]: Why don't you go check that out?
Dasha [0:13:02]: Yep.
Dasha [0:13:03]: I think it's a good call out because as marketers, I think most marketers are listening to this, they have at least one case study, and it's probably buried somewhere.
Dasha [0:13:09]: Maybe it's even linked out in the nav, but you've got, like, a quick win.
Dasha [0:13:14]: It's pretty easy.
Dasha [0:13:15]: You create one kind of call to action banner or you add it to all your blogs, all of a sudden your traffic.
Dasha [0:13:20]: To that case study is going to spike without you creating any net new content.
Dasha [0:13:24]: Think so often we're thinking, Oh, Have to create a whole bunch of new content.
Dasha [0:13:28]: I mean, not necessarily.
Dasha [0:13:30]: There's there's small wins with the existing content that you have.
Dasha [0:13:32]: Okay.
Dasha [0:13:33]: Well, let's say your organic search traffic has dropped because Ai reviews are taking over and your manager, your board, they're concerned.
Dasha [0:13:45]: They're saying, Dasha get me my traffic back, I wanna get back to where we were how do you coach them through, like, the new way of thinking about what matters?
Dasha [0:13:53]: Is there a new way that they should be thinking about it?
Dasha [0:13:56]: What do you recommend?
Kristina [0:13:59]: Great.
Kristina [0:13:59]: I think honestly, it's natural for them to panic, you know, because obviously, seeing a lot of thread, and the first thing is, you know, something's wrong.
Kristina [0:14:09]: But I think a lot of education is what has to happen right now from the marketers and what I've done for the clients that I'm doing.
Kristina [0:14:20]: It's not always that I follow this attribution model, but it helps to kinda paint the picture.
Kristina [0:14:26]: So I kinda broke it down into three layers of attribution when it comes to the visibility as a whole versus just organic traffic because visibility is no longer just organic.
Kristina [0:14:39]: It's, like, so mixed right now.
Kristina [0:14:43]: You know, like, it's it's direct.
Kristina [0:14:45]: And then there's Ai, like, LLM traffic and it's all intertwined and people are switching devices, and they're, you know, they would learn about your brand on LLM and then type it into Google, like, three days later.
Kristina [0:15:01]: So there's a lot of funnel happens in the docs, which is can't be attributed.
Kristina [0:15:05]: So the very first layer is the direct attribution, and that's kind of your floor.
Kristina [0:15:12]: You would look at, you know, your Google Analytics, you would look at in terms of your organic traffic, and then your Ai traffic.
Kristina [0:15:21]: It also can be tracked with Google Analytics, And you would kinda treat these to...
Kristina [0:15:27]: As long as well as your leads that are coming through organic traffic and L, they can also be recorded within Ga four.
Kristina [0:15:36]: But we you need to keep in mind whenever you're looking at Ga four, that is the most the least amount of traffic that you can get because so much of it happens without any click because a lot of journeys on a, they just happened within those, you know, windows.
Kristina [0:15:53]: Nobody even clicks through.
Kristina [0:15:55]: So that's I think kind of the floor that you can stand on, and you can tie, like, a dollar amount to that floor.
Kristina [0:16:02]: Like, okay.
Kristina [0:16:02]: You can say, you know, this is the amount of leads.
Kristina [0:16:05]: This is the closed one for those leads.
Kristina [0:16:07]: And that's where usually the picture doesn't look that great because it's obviously not looking as well it was as it was before.
Kristina [0:16:16]: So the next thing that I do is I look into...
Kristina [0:16:20]: I call it influenced attribution, something that is influenced by your actions that you take towards the visibility.
Kristina [0:16:31]: For example, you're building out content, you're working on your Ae or whatever.
Kristina [0:16:36]: You or you wanna call it this day.
Kristina [0:16:38]: So whatever touches your branded traffic.
Kristina [0:16:41]: So if you work on your Ae and your organ organic...
Kristina [0:16:46]: In on your SEO, naturally these days, you will see an uptick in your direct traffic and in your branded organic traffic.
Kristina [0:16:56]: So people will start looking for your brand name much more versus before.
Kristina [0:17:03]: And I actually, later on I'll share one of the screenshots from from the clients that I have.
Kristina [0:17:09]: I've seen it firsthand where you could see that they haven't done anything, particular to drive the their brand name up, like they haven't done any digital P.
Kristina [0:17:21]: They haven't done any other initiatives, but their brand name searches suddenly started just performing so well.
Kristina [0:17:28]: And that's because people, you know, have seen them, like, let's say Chat or somewhere else, and then they would just type their name into Google and obviously, that traffic people's performs much better because people are already searching for your name specifically.
Kristina [0:17:43]: So these kind of things you would look at your organic traffic, at your organic branded traffic, your direct traffic.
Kristina [0:17:51]: Another thing that I look always at is the sales cycles.
Kristina [0:17:57]: If the sales cycles are becoming shorter, means that, you know, people already are having their objections kinda handled during their research on L.
Kristina [0:18:08]: So when they come to your website, they are much warmer, and it's much easier for the sales team to close them.
Kristina [0:18:15]: So, you know, the sales cycles are shorter, your win rates against the competitors are also kind of improving.
Kristina [0:18:23]: So this is in not really a tangible direct number that you have, but it's helping you to paint the picture for how your work is actually helping the bottom line.
Kristina [0:18:36]: And the last day is probably something that has been talked about for quite a long time in the industry is the Ai visibility Ai, share of voice, you know, all the typical Ai kpis that people are tracking these days with the tool of their choice.
Kristina [0:18:55]: And we also track those because I think those are important.
Kristina [0:18:59]: I think they're not really accurate at the moment unless you go really, really granular and and try to find out the best prompts and it's just like, It's also pretty expensive to track those.
Kristina [0:19:14]: So I think that last layer, it helps to build, like, a future mode, you know, what it is that we're building for the future.
Kristina [0:19:22]: And the way I always bring it up to the management is, like, not even how much it costs to run this right now?
Kristina [0:19:30]: These kind of initiatives, but can we afford not to show up in like six twelve months down the line will all the competitors will dominate those channels because we know the L...
Kristina [0:19:41]: Well, some of them are they have, like, a cutoff off bait knowledge base where they, you know, they just know some brands, and then they will just stick to those brands, and it's gonna be very hard to get in there.
Kristina [0:19:53]: It's probably not the best framework to have.
Kristina [0:19:57]: But at least it's something that gives, you know, where we are right now, what we're doing what it does at the moment and what we're are building towards.
Kristina [0:20:04]: So it's kind of, you know, painting that picture for for the management.
Dasha [0:20:08]: Totally a hundred percent.
Dasha [0:20:09]: We had this debate internally at the company where I were where I remember saying one of the things we're gonna focus on is making sure that when someone asks a question related to the offering that we have that we're coming up.
Dasha [0:20:23]: And someone on the leadership team walt said, well, is our audience on Chad.
Dasha [0:20:27]: Is that where they're searching.
Dasha [0:20:28]: And the answer candidly at the time was, like, not yet.
Dasha [0:20:32]: But if we get in early by the time they adopt Chad, we work in an industry that where people are are lag when it comes to technology, but I truly believe that at some point, everyone is gonna be using Ai to search to some extent.
Dasha [0:20:45]: And so if you get in early and before your competitors do, you have such a head start, and I'd rather be there before anyone else is, then late to the party and now all of a sudden it's ten times harder to start ranking.
Kristina [0:20:58]: Yeah.
Dasha [0:20:59]: I love your framework around, you know, it's not about your traffic numbers anymore as much as it is about visibility and whether you're showing up.
Dasha [0:21:07]: For the marketer that's just got Ga four, how do they see their Ai visibility or what's the best way to go it?
Dasha [0:21:17]: Like, where should I look to figure out what is my visibility?
Kristina [0:21:20]: I think now it's much easier for our years to do that before you is to...
Kristina [0:21:24]: You needed to jump through so many hopes to actually find that traffic.
Kristina [0:21:27]: You had to set up, like, rejects, you know, matching and, like, put in, like, a huge line of those different a le in there.
Kristina [0:21:35]: But right now, Google is adapting that trying to, you know, provide tools to marketers actually monitor that.
Kristina [0:21:42]: So right now, it's actually a part of, I think it's been rolled out in March of this year or April of this year.
Kristina [0:21:49]: They've added another column to the usual reports where you would find all your organic traffic direct traffic that referrals.
Kristina [0:22:00]: And they called it Ai assistance.
Kristina [0:22:02]: So you would now if you get enough ai traffic, you will see that populated with the users, you will see that populated with visits.
Kristina [0:22:13]: And if you set up the key events tracking, which is your conversions.
Kristina [0:22:17]: You will also see conversions there.
Kristina [0:22:19]: And then you can actually sorted it by the L.
Kristina [0:22:22]: It breaks it down.
Kristina [0:22:24]: You can see how many users from Chad cloud per complexity.
Kristina [0:22:27]: So it's pretty useful, but again, I don't really report on the Ai traffic because it tends to fluctuate so much on a monthly basis, so it's not really reliable.
Kristina [0:22:40]: I always rely more on tracking the Ai visibility and share voice.
Kristina [0:22:46]: So it's not like you're tracking it in vacuum, but you're tracking, I guess, your competitors.
Kristina [0:22:50]: And it's kinda helpful to understand the performance a be better?
Dasha [0:22:55]: And where are you going to figure out your share of voice?
Kristina [0:22:58]: We use peak for that.
Kristina [0:22:59]: So it's one of the Ai tracking tools, and it's one of the the typical, which I well actually shares us as well today, the visibility and share voice.
Kristina [0:23:10]: Some of the screenshots from peak and it's...
Kristina [0:23:13]: Yeah.
Kristina [0:23:13]: Just one of the tools.
Kristina [0:23:14]: A lot of people are using profound and, like, all the different tools.
Kristina [0:23:18]: There's so many right now, but I've landed on peak so far.
Dasha [0:23:22]: Have you tried the.
Dasha [0:23:22]: I think that would be interesting too for people to know.
Dasha [0:23:25]: Like, I live in this world.
Dasha [0:23:26]: I've tried all these tools I've landed on on peak.
Dasha [0:23:28]: And I guess, while we're here, just talk about your tech stack in general, what what do you recommend maybe for the marketer that's early to this, And then maybe for the marketer that's, like, look, like, I I also in this world and I'm ready to kinda take it up a notch.
Dasha [0:23:41]: What stacked do you recommend?
Kristina [0:23:44]: I had to test so many of these ai tracking tools because I had to figure it out for my agency.
Kristina [0:23:52]: What are we going to use?
Kristina [0:23:54]: Because I think a lot of this ai tracking tools.
Kristina [0:23:57]: They came to the market so quickly because they had to fill that gap.
Kristina [0:24:01]: So they were shipping, their products, and it wasn't perfect.
Kristina [0:24:05]: And I tried so many, like I tried Athena.
Kristina [0:24:08]: I tried Zip tie dev.
Kristina [0:24:10]: I tried orderly and crunch and, like, there's so many of them.
Kristina [0:24:16]: The reason I landed on peak is because a, it was pretty okay price wise at that time.
Kristina [0:24:23]: Mh.
Kristina [0:24:23]: Now they increasing my prices as of next month, unfortunately.
Kristina [0:24:28]: So...
Kristina [0:24:29]: But I also like be because it had a very understandable Ui.
Kristina [0:24:34]: So I think if you are, you know, a marketer or if you're in house marketer, peak probably is a good start, and I've seen a lot of companies use that.
Kristina [0:24:43]: Some companies use profound, that is a little bit more expensive.
Kristina [0:24:49]: I haven't got a lot of time to play with that.
Kristina [0:24:51]: Again, because of the price.
Kristina [0:24:52]: We have to, you know, be crappy here.
Kristina [0:24:55]: So I think a peak would be a good start there because it's and they keep shipping new, you know, new reporting features, which are really helpful.
Kristina [0:25:04]: And I like the fact that it lets you add your prompts, and I think we also getting the prompts, right, is something that, I struggled with a lot, and I think a lot of people are struggling with because how do you know?
Kristina [0:25:19]: Right?
Kristina [0:25:19]: You don't don't have the keyword research They usually have, like, Ahrefs of sem, you don't have the search volume, like, So it's it was also an interesting exercise to figure that out.
Dasha [0:25:30]: What do you mean when you say get the prompts.
Dasha [0:25:32]: Right?
Dasha [0:25:33]: You're saying the prompts...
Dasha [0:25:34]: Like, you're trying to guess what prompts someone is surging, and are you coming up for that prompt?
Dasha [0:25:39]: Tell me more about that?
Kristina [0:25:41]: When it comes to y, visibility in, Ai share voice, you are tracking it against certain prompts.
Kristina [0:25:47]: And let's say there are twenty five prompts that you share.
Kristina [0:25:50]: So you kind of try to understand how you rank.
Kristina [0:25:53]: Will, rank or show up for those.
Kristina [0:25:55]: Mh.
Kristina [0:25:55]: Now when I say, get them right, I would recommend starting with your bottom of funnel keywords.
Kristina [0:26:02]: This is where I usually start because you don't...
Kristina [0:26:05]: I mean, maybe you care about how you show up for some informational prompt, but you don't wanna spend the money.
Kristina [0:26:12]: I...
Kristina [0:26:13]: Usually, all my prompts are structured around, like, what is the best x software for x, you know, Ic.
Kristina [0:26:20]: And that's, you know, the people that are searching this.
Kristina [0:26:23]: They are kind of, you know, looking around.
Kristina [0:26:26]: They may be ready to make a purchase so you wanna be in that prompt.
Kristina [0:26:29]: So usually, it's mostly, there's no right or wrong prompt, but I think you would want to spend majority of your time tracking bottom of funnel print?
Dasha [0:26:38]: Yeah.
Dasha [0:26:38]: That makes sense.
Dasha [0:26:39]: Okay.
Dasha [0:26:39]: You got this five step bottom of funnel methodology.
Dasha [0:26:43]: Let's talk about that.
Dasha [0:26:44]: What is the methodology?
Dasha [0:26:46]: Tell me how to create content that LLM's are gonna wanna site.
Kristina [0:26:50]: I think the methodology that I have is mostly coming out of the mistakes that I've made and some other people may.
Kristina [0:26:59]: So it's more of a checklist versus a methodology.
Kristina [0:27:03]: And when I talk about the bottom of funnel content, I mostly talk about in this case, the comparison, pick comparison pages and also list.
Kristina [0:27:12]: So I think the very first thing that you want to make sure of is to be factual, get your facts.
Kristina [0:27:21]: Right, get your up to the information.
Kristina [0:27:24]: Right?
Kristina [0:27:24]: Because it is so utilized right now.
Kristina [0:27:29]: People are making so many of them And if a competitor sees you showing, you know, putting out the, like, a versus article, like, oh, alternatives article.
Kristina [0:27:38]: And if you've got something right wrong there, you are potentially looking at, like, a sis deceased letter or, you know, something like legal, So this is something that I would always make sure of, like, even if you're using Ai to create your content, always double triple check it and all the facts that are about, like, the pricing, You know, their features, things like that.
Kristina [0:28:01]: You don't wanna miss make a mistake there.
Kristina [0:28:03]: So that's kind of the thing that I think a lot of articles are still making.
Kristina [0:28:07]: At least what I'm seeing on some other websites is just, you know, the first thing that claude gave and they just published it without even looking at it.
Kristina [0:28:16]: So this is probably the step one, and get your facts straight.
Kristina [0:28:19]: And then, actually, another very important thing of ballistic because they're getting so overused right now, And in fact, I don't know if you've seen this on Linkedin, but apparently charge After the latest date, they've dropped a huge amount of list from their citation.
Kristina [0:28:43]: So I don't know.
Kristina [0:28:45]: It's not like I'm gonna stop doing them just because of that because if you are doing your list just because of s, then it's a problem.
Kristina [0:28:51]: So there is right and kinda wrong way of doing and the right way is to actually create a methodology around them.
Kristina [0:29:02]: So before we create any type of bottom of funnel on a client website, we at first come up with a criteria or, like, scoring methodology that we're going to be using for those because you can just rank the competitors just how you want it, you have to actually have some foundation for it.
Kristina [0:29:22]: So we come up with, you know, criteria eight score list of criteria, and then we score every single competitor against those criteria.
Kristina [0:29:31]: So that not only shows the user that...
Kristina [0:29:36]: Okay.
Kristina [0:29:37]: They actually done some research.
Kristina [0:29:38]: They know what they talking about, maybe I should trust this list go.
Kristina [0:29:41]: But also that puts you in, like, a good, authoritative stance with Google and LLM.
Kristina [0:29:47]: So having that methodology and actually referring to it, like, some somewhere at the beginning of article, you would say, This article has been put together based on x methodology check this out.
Kristina [0:30:00]: We updated regularly.
Kristina [0:30:02]: So you are the authority, so people should trust you.
Kristina [0:30:05]: And I think that's something that hasn't been really done by a lot of companies.
Kristina [0:30:10]: But the companies that do that.
Dasha [0:30:13]: Yeah.
Dasha [0:30:13]: That's so much more legit and sounds so much more objective versus subjective.
Dasha [0:30:17]: I think those articles...
Dasha [0:30:18]: Sometimes gonna bad rap because it's like, okay.
Dasha [0:30:22]: You're Ac software, and you're saying that Ac software is the best software for why industry, like, of course, you're gonna say that giving it a real.
Dasha [0:30:31]: Here's exactly how we...
Dasha [0:30:32]: You know who does this really well is tech companies where they're ranking headphones.
Kristina [0:30:38]: Mh.
Dasha [0:30:38]: Or whatever piece of technology they'll say, okay.
Dasha [0:30:41]: We tried a hundred different pairs of headphones, and here's exactly what we recommend for someone who wants something comfortable versus here's for the runner, and here's exactly how we evaluated it.
Dasha [0:30:52]: Maybe we can learn the thing or two from tech review sites, not technology, but actually, physical tech that we wear, like, computers or whatever.
Dasha [0:31:02]: Okay.
Dasha [0:31:03]: You did this for a client.
Dasha [0:31:04]: I mean, I'm sure you've done it for many clients, but there's a specific client that I wanna talk to you about today.
Dasha [0:31:08]: You helped them with their bottom of funnel content.
Dasha [0:31:10]: They were able to triple.
Dasha [0:31:12]: Is that right?
Dasha [0:31:13]: Triple their Ai overview citations and what six months.
Dasha [0:31:16]: I wanna know everything you did how you did it, what the numbers look like.
Dasha [0:31:22]: Let's dive and do a kind of a case study deep dive together.
Kristina [0:31:27]: So at first, I will show the case study.
Kristina [0:31:30]: So this is something that we...
Kristina [0:31:31]: I just put together...
Kristina [0:31:33]: Together case that I'm about to publish for them.
Kristina [0:31:36]: It's redacted, so I removed all the client data from here.
Kristina [0:31:39]: But, essentially, this is a client that, like I said, in construction technology.
Kristina [0:31:44]: They are doing time tracking in construction technology.
Kristina [0:31:48]: They came to me in October twenty twenty five.
Kristina [0:31:53]: And at that time, they've been working with, another SEO agency, and I've taken over.
Kristina [0:32:00]: So what we started with is kind of the the very first thing that We always do is a content audit.
Kristina [0:32:10]: I wanna know what are the guts of the website in terms of the content, and you talk about all the content.
Kristina [0:32:19]: It's blog.
Kristina [0:32:19]: Its case studies.
Kristina [0:32:20]: It's, like any webinars podcast podcasts.
Kristina [0:32:23]: Anything that they have published on their website that needs to be audited with a very critical eye.
Kristina [0:32:31]: So we almost wanna prune the content we're like, chop off the content that is, you know, irrelevant that is no longer serving the purpose, or we the index some content.
Kristina [0:32:41]: And then what we try to do is we try to form like clusters around the topics that are then mapping out the solutions.
Kristina [0:32:51]: And this is probably the single most important thing that you can do on your website, like, building out the content clusters, I've been talking about them for so long, and I see companies still don't do it, and it's probably is what's going to, like, drive the majority of your growth going forward.
Kristina [0:33:11]: Solely just identifying if you are, let's say, a construction time tracking software.
Kristina [0:33:17]: It's like you wanna have a cluster obviously about time tracking.
Kristina [0:33:21]: Maybe there is a cluster about productivity.
Kristina [0:33:23]: There is a cluster about daily report and like, anything that you have a solution for or, like, a feature page for, you wanna have a separate cluster.
Kristina [0:33:33]: So and then, you start building out those clusters from the bottom of funnel pages.
Kristina [0:33:39]: So you start your with your bottom of funnel pages, you nailed them down, and then you build out those clusters in a very logical way where you support them with a bunch of top of funnel content, and then you all link it up to your bottom of phone pages page.
Kristina [0:33:54]: So it's like, you know, you're sitting on a very logical foundation versus it's all being, like, random pieces of content here and there.
Kristina [0:34:02]: So this was one of the main things that we've done for them, like, cleaned that up.
Kristina [0:34:06]: Make sure it makes sense for Google because now Google looks on their website and says, okay.
Kristina [0:34:11]: These guys actually are a authority in x y and z, and they have a lot of content supporting that, and they...
Kristina [0:34:17]: We also know how to crawl all this no makes sense.
Kristina [0:34:21]: So we will rank them for these keywords.
Kristina [0:34:22]: And this also helps with Ai visibility because as we've been doing that for them, obviously supported by, you know, the off page content, which I will touch on as well, which is very important.
Kristina [0:34:37]: We've seen their Ai overview tripled, and this is just a screenshot from Sem.
Kristina [0:34:45]: So started somewhere around here is when I onboard them and in July or, like, in March even here.
Kristina [0:34:54]: So this is where the six month mark, I think, they've got, like, three times the Ai citations.
Kristina [0:34:59]: And what I mean by Ai citations, they're not only the top of funnel citations, but the majority of that traffic is bottom of funnel because we touch their bottom of funnel pages first, we looked at, you know, what are those pages what do they need to say?
Kristina [0:35:17]: What kind of Faq sections did they need to have?
Kristina [0:35:20]: And how are they most likely inter linked from the rest of the website, and this is what help drive this Ai reviews?
Kristina [0:35:29]: And with the bottom of funnel and the trip, it's easy to see this, let me just open this up here.
Kristina [0:35:35]: So here, this is also spot from Sm rush.
Kristina [0:35:38]: This is the...
Dasha [0:35:41]: You're showing a chart that a ninety two percent, ninety three percent increase in...
Dasha [0:35:46]: What are what are we looking at?
Kristina [0:35:48]: It's actually a forty six percent increase from October until...
Kristina [0:35:52]: Well, this is...
Kristina [0:35:53]: We are in August.
Kristina [0:35:55]: Mh.
Kristina [0:35:55]: And this is the visibility for the bottom of funnel keywords.
Kristina [0:35:59]: So bottom of funnel keywords, everything that has, like, software solution tool.
Kristina [0:36:05]: So nothing that is related to, like, how to do this or how to do that.
Kristina [0:36:10]: It's all related to their bottom of funnel, and their presence organically has rose for bottom of funnel by forty six percent with these changes.
Dasha [0:36:21]: What concrete are some of changes that you made.
Dasha [0:36:24]: So it sounds like maybe their pages didn't have, like, Faq sections, what are other changes that you found and you found yourself making to the content that they already had?
Kristina [0:36:34]: With the bottom of funnel specifically, we've looked at there.
Kristina [0:36:38]: So usually, what Google looks at, the very first things that carry, the biggest weight are the title tag in the header is on a page.
Kristina [0:36:48]: And then the got within the page meaning, like, the copy that sits on the page itself.
Kristina [0:36:53]: The copy on the page barely spoke about the solution itself.
Kristina [0:36:59]: So you wanna make sure, like, if you have a title tag, which is, you know, the meta that you see in Google for any kind page, you wanna make sure that title tech actually has...
Kristina [0:37:09]: If you're doing time tracking, you wanna say time tracking software.
Kristina [0:37:13]: Like, you don't name it your product name, you don't name it anything else.
Kristina [0:37:18]: You kinda make it like, stupid simple for Google to understand that.
Kristina [0:37:21]: And you carry that message across your headers, especially h one.
Kristina [0:37:26]: And then you have the variations of that query within the copy and most importantly, you speak to the pain points.
Kristina [0:37:35]: So we kind of restructured their bottom of funnel pages to at first.
Kristina [0:37:39]: When people land on there bottom of funnel page, which is, like a landing page.
Kristina [0:37:43]: They see...
Kristina [0:37:45]: Okay.
Kristina [0:37:46]: This is the x software that I I I am on.
Kristina [0:37:49]: And, okay.
Kristina [0:37:49]: This is the problem that they're solving.
Kristina [0:37:51]: And then already, you can kinda go down, you know, the list, but people usually don't scroll past twenty percent of the page.
Kristina [0:37:59]: So whatever you have on the top of all, on the top of your page is the most important.
Kristina [0:38:03]: But you're right.
Kristina [0:38:05]: The faqs we've added across all the pages as well.
Dasha [0:38:08]: And then something you mentioned was cluster pages?
Kristina [0:38:11]: Mh.
Dasha [0:38:12]: Is a cluster page, a landing page or is a cluster page, a blog page that links out to other blog pages.
Kristina [0:38:19]: So cluster...
Kristina [0:38:20]: It's not a page.
Kristina [0:38:21]: Cluster is, like, you would think about it, like, a group of articles.
Kristina [0:38:25]: So a cluster is, like, a bottom of funnel page on top, and then it's all the top of funnel pages linking up to that.
Kristina [0:38:34]: So it's you're kind of creating that little, group, and that is a cluster.
Dasha [0:38:40]: Right.
Dasha [0:38:40]: So it's not something that actually exists.
Dasha [0:38:42]: I've I've worked with SEO agencies that are...
Dasha [0:38:44]: That had said, you know, you're missing your cluster page.
Dasha [0:38:47]: And that's something that always confuse me.
Dasha [0:38:49]: Like, is it a page that I need to have is a cluster something that in my mind, it's like a web of how well of our content connects.
Dasha [0:38:56]: It sounds like you're you're saying it's it's the latter.
Dasha [0:38:58]: It's not an actual thing on your site.
Dasha [0:39:00]: It's just how you think about your content.
Kristina [0:39:02]: Exactly.
Kristina [0:39:02]: Well, that...
Kristina [0:39:03]: That's how I think about it.
Kristina [0:39:04]: And this is kind of, you know, the...
Kristina [0:39:06]: Almost like a sa side architecture, how you think about inter linking your side.
Kristina [0:39:11]: So it goes a little bit deeper than just content creation, but it's also how do you then logically inter link those pages?
Dasha [0:39:20]: How do you do all of this?
Dasha [0:39:21]: How are you doing it for your clients to appease the Ai gods, the LLM without creating a bunch of Ai slot that a human lands on and they find unhelpful, can actually hurt your brand if you're just pumping out a bunch of Ai content for LLM to site without thinking about the human?
Dasha [0:39:40]: How have you figured out how to strike that the right balance there.
Kristina [0:39:44]: It's a very timely question honestly.
Kristina [0:39:46]: And I think this is something that we've paid a lot of attention to because we do use Ai to produce content.
Kristina [0:39:56]: We rely heavily on Claude.
Kristina [0:39:58]: But every single piece of content that that comes out of claude is already based in...
Kristina [0:40:06]: So we create for every single client that we have, we create a knowledge base.
Kristina [0:40:11]: And that comes out of you know, a very in the up kick of call where they walk us through their demo, they walk us through their offering pain points, Ic pretty much, like everything that we know about their content about their offering goes into that knowledge base.
Kristina [0:40:29]: So any objections that they face on the sales calls as one goes in there.
Kristina [0:40:34]: So it's kind of we have already a very good Cal work off of.
Kristina [0:40:37]: And then every single piece of content, then we supplement by subject matter expert quotes.
Kristina [0:40:45]: So for every single content that we put out, we come up with a number of questions, then would then ask the subject matter experts at those companies as well.
Kristina [0:40:55]: And then we use that information to help build out those articles.
Kristina [0:41:00]: So every article actually has a bit of unique information that has never been published before.
Kristina [0:41:08]: And this is something that I think we need to stand for because this is something that can be replicated by Ai, and this is something that can be replicated by competitors.
Kristina [0:41:18]: So if this is this unique piece or point of view that you can bring to the world through your content, then it's a non commodity content, and this is what's making it non Ai law.
Kristina [0:41:31]: And that's where you also link your case studies, so make it...
Kristina [0:41:36]: You know, you talk about...
Kristina [0:41:38]: Even if it's an educational content, you still tied back to your offering with the case studies.
Dasha [0:41:46]: Let's say, I'm listening to this, and I'm thinking, okay.
Dasha [0:41:48]: Yeah.
Dasha [0:41:49]: I'm convinced I probably should be investing more in bottom of funnel content, but I've got a whole bunch of top of funnel, middle of funnel content that I, like, could use potentially Is there a way to repurpose your top of funnel content to create bottom of funnel content?
Dasha [0:42:04]: How do you think about that?
Kristina [0:42:07]: So the usually a how approach it, their top of funnel content there should be a place for it.
Kristina [0:42:12]: I think you should still have your top of funnel content drive traffic and build the authority piece for you.
Kristina [0:42:19]: However, if it's just top of funnel content and it seats there and it doesn't bring you any leads.
Kristina [0:42:26]: The usual thing that we do is we keep that educational piece intact.
Kristina [0:42:32]: But we try to match or we try to think of some kind of almost like micro conversion that can happen on that top of final content because if people are, you know, looking for going back to to time tracking piece.
Kristina [0:42:49]: If people are looking for what are the challenges in time tracking, This is a top of funnel content.
Kristina [0:42:54]: And so, obviously, they're are not ready for demo.
Kristina [0:42:57]: But maybe they are ready for a time template, or maybe they are ready for a calculator or two that can be helpful for them.
Kristina [0:43:06]: So you almost kind of try to retrofit or reverse engineer the tool or something helpful of value that they can use at first, and that is, like a micro step towards becoming your customer if they are looking in that direction.
Kristina [0:43:21]: So usually try to supplement it, like, we create a template or, you know, like, a calculator or anything.
Kristina [0:43:27]: I don't think, like, ebooks, we'll no longer do this because I don't know of, if anybody has enough patience to read this right now.
Kristina [0:43:35]: But something like quick, valuable, easy to consume is the way to take advantage of your top final content?
Dasha [0:43:44]: And because I know someone's wondering are irr gating those lead magnets?
Dasha [0:43:47]: Are they magnets?
Dasha [0:43:48]: Are they un gated?
Kristina [0:43:50]: So we do a mix of these.
Kristina [0:43:51]: If it's a, you know, a very valuable piece we sometimes gated, and then un get it, you know, after some point.
Kristina [0:43:59]: Mh.
Kristina [0:43:59]: If it doesn't perform well, but usually it is un gated.
Kristina [0:44:02]: Just to make sure that people are kinda using it and landing there.
Kristina [0:44:06]: And then it's almost serving as a gateway towards a demo.
Dasha [0:44:11]: Yeah.
Dasha [0:44:11]: That makes a ton of sense.
Dasha [0:44:12]: Okay.
Dasha [0:44:13]: Well, before we wrap, I know you've spent the last three or so years running a bunch of Ai experiments, and I wanted to make sure we talk about what you learned, the good, the bad the ugly.
Dasha [0:44:23]: So let's start with maybe what didn't work.
Dasha [0:44:26]: Is there anything that you recommend a marketer skips on their journey to figuring out Ai search.
Kristina [0:44:33]: Yes.
Kristina [0:44:33]: We've learned it the hard way, skip reddit as a tool that needs to be manipulated and start looking at Reddit as a tool that where you need to create genuine engagement.
Kristina [0:44:49]: So we've completely overhaul our reddit strategy since the time we started before, we would go and you anyway would, you know, post comments, saying, hey, I've used this, we would use, like, Aged accounts, and we would say, hey, I've used x software, and it's was amazing.
Kristina [0:45:05]: Blah blah blah blah.
Kristina [0:45:06]: U.
Kristina [0:45:07]: All those comments.
Kristina [0:45:08]: We've had a lot of comments for the clients.
Kristina [0:45:10]: All of them essentially got removed.
Kristina [0:45:12]: And it's just not sustainable.
Kristina [0:45:15]: It's not something that's it's going to stick.
Kristina [0:45:17]: Right now, what we are doing for the clients is what hat right strategy where you actually disclose your relationship.
Kristina [0:45:25]: With the clients.
Kristina [0:45:26]: So we create official client reddit profiles.
Kristina [0:45:30]: And then we engage from those reddit profiles.
Kristina [0:45:34]: It's obviously much more work, but it is genuine sustainable and it's going to stick.
Kristina [0:45:41]: So that's probably one of them.
Dasha [0:45:44]: I love it, and they're not getting deleted.
Kristina [0:45:46]: No.
Kristina [0:45:46]: This is something that...
Kristina [0:45:47]: And you have to be very careful because you can't obviously just start, you know, going to present and say, hey.
Kristina [0:45:53]: I am this and you need to use our thing.
Kristina [0:45:56]: But at first, you have, like, a warm up phase where you don't drop at all.
Kristina [0:46:00]: And then after four weeks, you can actually name drop, but only, like, fifteen percent of the time.
Kristina [0:46:06]: So there's, like, some guard rate that you have to set up.
Kristina [0:46:09]: And, yeah, reddit is definitely becoming much more strict right now.
Dasha [0:46:15]: What worked?
Dasha [0:46:16]: What is something that is worth replicating?
Dasha [0:46:18]: Did you find?
Kristina [0:46:20]: I think however, overused it is the testicles and comparison some pages.
Kristina [0:46:25]: But I think the biggest realization for me from experimenting this year's was that SEO is still like, there is just no application for Ai search without SEO as the first step.
Kristina [0:46:41]: So probably skipping SEO is something that you shouldn't do.
Kristina [0:46:47]: If you want long term vis.
Kristina [0:46:50]: And that comes back
Dasha [0:46:52]: to your your metaphor about the foundation in the roof.
Dasha [0:46:54]: Exactly.
Dasha [0:46:55]: You're not gonna have a roof if there's no hat to hang it on or house to hang it on.
Dasha [0:47:00]: So, yeah, that makes a ton of sense.
Dasha [0:47:01]: Anything that you've changed your mind about in the last three years, maybe an assumption that you got wrong.
Kristina [0:47:08]: I think you know what I've changed my mind about?
Kristina [0:47:10]: I now Am a believer that a eye search is more dependent on what happens off page versus on page.
Kristina [0:47:23]: And what I mean by that is before I...
Kristina [0:47:26]: When I just started, I would think, okay.
Kristina [0:47:28]: You know what?
Kristina [0:47:28]: It's everything about what you put out on your website, it's all about the content and things like that.
Kristina [0:47:35]: But now I see that, for example, for some of the LLM like.
Kristina [0:47:40]: They very heavily reliant on third party data.
Kristina [0:47:44]: Like, you can't possibly just start changing things on your website and hope that Is gonna site you because it's not you need to go into every single director you need to go out and do the digital P you need to, like, pretty much because ted trusts the third party data and more.
Kristina [0:48:03]: And, however, uncomfortable it is for me to acknowledge that.
Kristina [0:48:09]: That is the case and we are moving towards that right now, you know, doing more work on off page.
Dasha [0:48:15]: What are all the off page kind of, like, g two reviews kept tara, directories, any other examples, P r, you said, anything else?
Kristina [0:48:25]: Yeah.
Kristina [0:48:25]: I think more than, you know, just being on all of them, you need to make sure that it is one single message that you sent out there because if you sent out a bunch of different messages, meaning that you kinda have to nail down your messaging for the brand and then make sure it's, like unified across everything because if it's all different social media profiles, linkedin Youtube videos that are getting sided by LLM as well, like, you have to just increase your footprint to the extent that you're are everywhere, and then make sure it's all saying the same thing.
Dasha [0:49:03]: Man, is it ever tough to be a marketer today.
Dasha [0:49:05]: Gosh.
Dasha [0:49:05]: There's so many channels and Ai wants us to be on all of them.
Dasha [0:49:09]: Kristina, thank you for coming on the show.
Dasha [0:49:11]: Thank you for talking to me for the last hour about SEO and Ai and how to dominate the Ai space.
Dasha [0:49:17]: Really appreciate you sharing your your thoughts and your knowledge that you've gotten by just running tests for the last three years.
Dasha [0:49:24]: It's nice to be able to get kind of a a shorter way of getting that experience without spending for years experimenting.
Dasha [0:49:30]: Really appreciate you sharing your your wisdom.
Kristina [0:49:33]: Thank you.
Kristina [0:49:33]: Dasha for having me.
Kristina [0:49:34]: It´s been a pleasure.
Kristina [0:49:35]: Awesome.
Dave [0:49:40]: Hey.
Dave [0:49:40]: Thanks for listening.
Dave [0:49:40]: To this podcast.
Dave [0:49:41]: If you like this episode.
Dave [0:49:43]: You know what?
Dave [0:49:43]: I'm not even gonna ask you to subscribe and leave a review because I don't really care about that.
Dave [0:49:48]: I have something better for you.
Dave [0:49:49]: So we've built the number one private community for B2B marketers Exit Five, and you can go and check that out instead of leaving a rating a review.
Dave [0:49:57]: Go check it out right now on our website, exitfive.com.
Dave [0:50:00]: Our mission at Exit Five is to help you grow your career in B2B marketing and there's no better place to do that than with us at Exit Five.
Dave [0:50:08]: There's nearly five thousand members now in our community, People are in their posting every day asking questions about things like marketing planning.
Dave [0:50:15]: Ideas, inspiration asking questions and getting feedback from your peers, building your own network of marketers who are doing thing you are so you can have a peer group, or maybe just venting about your boss when you need to get in there and get something off your chest.
Dave [0:50:29]: It's a hundred percent free to join for seven days so you can go and check it out risk free, and then there's a small annual fee to pay if you wanna become a member for the year.
Dave [0:50:38]: Go check it out, learn more, exitfive.com, and I will see you over there in the community.