Demystifying SEO
In today's special episode, we invite a world renown speaker and key opinion leader, Dennis Yu. Dennis shares a wealth of knowledge as it relates to reengineering the way we think about SEO. Educating our listeners on how to organically optimize your website's ability to genuinely rank by posting real, genuine content that patients want to consume. Dennis also educates our listeners on ChatGPT and the future of AI. We discuss the value of capturing patient testimonials in the office as they're checking out and teaching your team how to quickly and efficiently capture an authentic testimonial. Dennis also talks about the phones being the new computer and how the value of User Generated Content is growing and becoming more valuable every single day on platforms such as Amazon and Google. This is a can't miss episode!
Meet our Special Guest, Dennis Yu
CEO of BlitzMetrics, a digital marketing company which partners with schools to train young adults. We offer courses, implementation, and consulting.
My personal mission centers around mentorship from my experience with helping people from all walks of life grow their expertise in digital marketing, sharing his insights from managing campaigns for enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.
I help digital agencies grow, serving doctors and real estate agents as fractional CTO.
I'm an internationally recognized lecturer in digital marketing and have spoken over 730 times in 17 countries, spanning 5 continents.
Featured in: The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.
A few topics that are covered during this podcast:
Helpful links:
The Tap Podcast Host, Tyler Terry
https://www.linkedin.com/in/tyler-terry-09518154/
American IV Association AIVA – Our Mission
The American IV Association (AIVA) is committed to its members and the advancement of the IV hydration therapy community and offers essential up-to-date compliance resources for members through training, events, detailed content, and other resources, including state-by-state requirements for licensing and certification, operations, and marketing. AIVA will track government enforcement activity, regulatory guidance, and emerging trends – translating the confusing body of information int
Demystifying SEO
In today's special episode, we invite a world renown speaker and key opinion leader, Dennis Yu. Dennis shares a wealth of knowledge as it relates to reengineering the way we think about SEO. Educating our listeners on how to organically optimize your website's ability to genuinely rank by posting real, genuine content that patients want to consume. Dennis also educates our listeners on ChatGPT and the future of AI. We discuss the value of capturing patient testimonials in the office as they're checking out and teaching your team how to quickly and efficiently capture an authentic testimonial. Dennis also talks about the phones being the new computer and how the value of User Generated Content is growing and becoming more valuable every single day on platforms such as Amazon and Google. This is a can't miss episode!
Meet our Special Guest, Dennis Yu
CEO of BlitzMetrics, a digital marketing company which partners with schools to train young adults. We offer courses, implementation, and consulting.
My personal mission centers around mentorship from my experience with helping people from all walks of life grow their expertise in digital marketing, sharing his insights from managing campaigns for enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.
I help digital agencies grow, serving doctors and real estate agents as fractional CTO.
I'm an internationally recognized lecturer in digital marketing and have spoken over 730 times in 17 countries, spanning 5 continents.
Featured in: The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.
A few topics that are covered during this podcast:
Helpful links:
The Tap Podcast Host, Tyler Terry
https://www.linkedin.com/in/tyler-terry-09518154/
American IV Association AIVA – Our Mission
The American IV Association (AIVA) is committed to its members and the advancement of the IV hydration therapy community and offers essential up-to-date compliance resources for members through training, events, detailed content, and other resources, including state-by-state requirements for licensing and certification, operations, and marketing. AIVA will track government enforcement activity, regulatory guidance, and emerging trends – translating the confusing body of information int
Welcome to the tap, the podcast that hydrates our listeners' minds with knowledge expertise, and gives a front road ticket to be in the know about all things relating to the IV hydration therapy industry.
Tyler Terry:Hey guys. Welcome back to the TAP podcast. Today I have a very special guest who has a wealth of knowledge in the industry. His name is Dennis Yu. Dennis is actually one of the original. Engineers at and from Yahoo. He also has and is the author of the number one book on social media, so end the social media category. It's the number one book on Amazon. I just found that out a few minutes ago. Welcome to the podcast Dentist. Yeah,
Dennis Yu:awesome to be here. Awesome to hang out with you.
Tyler Terry:Yeah, it's already been fun talking to you and getting to know you and I'm excited to, to jam out here and really just share. Your wealth of knowledge
Dennis Yu:with all of our listeners. Ask away. Perfect. Well,
Tyler Terry:you know, in terms of, let's just start with seo. You know, seo, it sounds cool to talk about. A lot of people love talking about it. Everybody thinks they're an expert on it. Hmm. What are your thoughts on SEO as it relates
Dennis Yu:to any cash pay medical practice? So first off, let me say that 99% of SEO is a scam, and I'm gonna explain why my job 25 years ago was to protect the search engines from people trying to do s e o. Whatever that means. And all these people would trick these IV spa, you know, therapy, med spa, the, the cash pay non-insurance people to say like, yeah, well I'll charge you$2,500 a month and I'll do all this SEO and I'll rank you on the first page of Google and show you a map results and make your website number one, and all this sort of nonsense. They say the reason why that's impossible, Tyler is seo search engine optimization is the result of. Building relationships of creating authoritative content, of having great reviews, of having a site that loads fast, of having awesome social media, of actually delivering great services in your community. So what you don't do, s e O. What you do is you create content, you have video, you have your front desk girl, talk about specials. You have Groupons. There's all these things that you do, and if you do these things in the right way, then the result is that you rank in search engines. So you don't do s e o, so no one can sell s e o, it doesn't exist. My job at Yahoo was to build all, like I had a team of engineers that put in place safeguards for all the people trying to trick us. Imagine you have 250 million websites. All of them are trying to rank number one on Botox, Beverly Hills, California, or whatever it is, right? All of the all med spots, all these guys wanna rank number one. Well, guess what? Us as a search engine, and a lot of people on my team then went to go work for Google and whatever. But our job as a search engine is to figure out who is trying to trick us versus what results actually deserve to rank at the top. And I'm telling you what it actually is. Let's talk
Tyler Terry:about that. I love what you said there, what content actually matters today, and I love where you're going with this, where you can't just, it doesn't just happen at the snap of your fingers. You have to really earn it. You have to earn it by creating relevant content. That consumers actually want to consume. But can you talk about, okay, what types of content help you?
Dennis Yu:So I'm gonna look at it from my perspective as the search engine, cuz everyone else is looking at it from their perspective as the med spa or their perspective as the agency. Look at it from my perspective as the search engine. Hmm. Well before. I only had access to the links. I could see what pages were linking to one another, like a voting mechanism, and that's why people would go out there and they would buy links, or they tried to earn links or do guest blog posting and all those things to try to get links, which until recently was about 80% of the value of seo. And then 20% of the value of SEO was the content. And a lot of people in the world of seo, they just put more webpages on the website. So maybe your webpage has 10 pages and then you create your location service pages. So maybe you have Beverly Hills Aesthetics, Beverly Hills iv, Beverly Hills Hormone Replacement, Beverly Hills Sexual Wellness, and you have a webpage talking about each of those things. Those are called location service pages. You have a lot of reviews on your Google Business profile, which used to be called Google My Business. You you've all this stuff that's created content. Well, guess what? If you create all this content, but no one's voting for you, then no one's gonna come to the site. That's, you know, if you build it, they will come, which is not true. So historically it's been 80% of the value of SEO has been on links, getting links from what are, what's called a, a high domain rating site. Like when I was on C N N, which is like a Dr. R 98. Arguing the Mark Zuckerberg, or when I'm quoted in the Washington Post, or quoted in the local newspaper, or I get linked to from other partners, like maybe Allergan, the maker of Botox will link to me cuz I write a whole blog post or whatever, any kind of thing. I speak at a conference and the conference links to me that's generating links. Guess who can generate links? People who have authority, people who actually know the topic, where the associations and whatnot would be willing to actually let me put up my blog post if I'm an SEO expert. But I don't know anything about. Botox versus Juvederm, then Allergan would never let me write a blog post about that, even if I know about seo. So you have to be an expert in your area to be able, which has nothing to do with internet marketing, social media, Google in your actual area, right? How do you deal with wrinkles once you, you have lost a lot of weight or the Now, now people are talking about the ozempic. Smile, right? People have lost a lot of weight on Semaglutide right now. They're like droopy. Well, what do you do about that? Well, there's certain things you can do with injectables, so you have to actually have the expertise to do that. 20 percent's the content, 80 percent's the links, but something new has happened. Now 70% of traffic is on the phone cause people are on their phones. The phones are the new computer and. Why is it that Google and Facebook and these guys are trying to get apps on the phone is because Tyler, they can get your information, they can see the behavior. So when you mentioned earlier, like good content, or a lot of people say that, what does that mean? Good content? Us as a search engine, we look at this and say, well, if someone comes to the site and then they leave right away, then it wasn't good content. That's called a bounce. But if they stay, they watch the videos, they click on the number, they, you know, fill out a form, they click on other pages, that's a sign that that was probably a good experience for that user, right? Us as a search engine can see that because there's Google Analytics, because we have our apps on your phone, because like Alexa's always listening, you know, whatever. So we're really simulating what the user has. So if you know that, Actually measurable user behavior is what the search engines are looking at, and the social media networks are doing the same thing. What's the exact opposite of that? Well, if you, I'm not saying do this, but if you wanted to screw a competitor, Tyler, what you do is you wouldn't just like click on their ad and you know, charge'em$20. What you do is you click on their, the result. It could be an ad, it could be the organic search result, and then you click back. To the next result in the search results. Why does it clickback, do you, I'm gonna ask you, why do you think a clickback is such a strong, negative signal to the search engines? Because it was
Tyler Terry:bad content, or it was, it was a balance. Yeah. It wasn't meaningful to the user.
Dennis Yu:Yeah, so I remember this just shows you how old I am, 20 some years ago when we were creating the analytics for Yahoo. Now just imagine you were with me and were a bunch of engineers sitting around building all the guts of the search engines, trying like, all these people are doing searches and search engines are a new thing. Okay? This is, people were not really on the internet back then. That was like in the last 10 years people really started on the internet. So, but you know, here we are and, and we're, we're happy to see that we have a quarter billion users. We have almost half a billion searches a day, right? We have the most popular webpage on the internet. This is before Google. And you're with me and I'm thinking, you know what? The more people that search, the more people that spend time on Yahoo, the better it is, right? Yeah. Because all these people are coming and our traffic's going up and the stock price is going up, and now I'm worth on paper. Lots of money, right? And then someone says, no dentist, you're wrong. Because actually you don't want people to be doing more searches because that can be a sign that people are not finding what they want. And so one of the other engineers on the team basically embarrassed me in front of the other engineers and said, you know, actually we should negative wait. If people spend, if they go down to the second and third, if they go down to the second page of search results, if they go down to their click, click, click, and they go to the third page of search results, that means we didn't give them what they wanted. We did a bad job. So what we really want is if that first thing they click on was a great answer and then we never see them again, that's actually the best experience. So then we waited on because you delivered what they wanted the first time. That's right. So we found that if someone went to the second search result, which actually was good from a business standpoint, cuz we could serve'em more ads cuz we make money by serving ads that actually was bad. So we had to wait between trying to make more money by serving ads. Versus trying to get people what they want. And so that's why people, they don't even look now, especially on mobile, especially old people, they just click on the first thing that they get. So you have to make the first result. Amazing. And that's why the first result takes 25% of all the search traffic. Second result takes about 11%. Third result takes about 6%. Wow. Dennis.
Tyler Terry:So you know, I'm a relatively young guy. I'm 32 and I've been in the industry now for almost 11 years. Quite a long time for my age. But what's interesting, and I'm on the tech side, what's interesting is I've never ever had that perspective that you just gave me. And I have a lot of friends that are, they do seo and now I'm thinking, what the
Dennis Yu:heck? But, but imagine you're me though, right? It's completely different view. Cuz I, I'm assuming you're completely, completely
Tyler Terry:different view. I've never been challenged. To think of it from the search engine site, think of it in a completely different perspective, to actually measure what matters from that viewpoint instead of measuring what matters from my angle or the practices angle, or whatever the case may be. But when you look at it from that viewpoint, it changes everything. It actually changes the way I would think to build my site or to write a blog
Dennis Yu:or to write content. Yeah. Now think if you're looking at it from the search engine standpoint, It's like the water and the tide is receded and you can see everyone who's naked, right? Yeah. Here's what happens when you look at it from my point of view, what are all these SEO companies doing? Well, they're putting up all kinds of like fake content that these VAs wrote that are not authoritative. And us as a search engine, we can tell because if it, if it doesn't have pictures, if it doesn't have quotes from the medical director, if it doesn't have like real image, like things like if you have. Riverside, California, Botox, and you have a page about that. I need to see reviews from other customers that are in Riverside, California. I need to see things that don't look like some VA in the Philippines or some robot using chat, G P T or whatever, just generated this page. See? Yeah. Even if you don't, let's just copy and paste it. Or is that real? Yeah, yeah. Be, because even if you think you're so clever and you're, and there's cha, you know, chap, G P T is the most popular one right now, but there's like 50 other ones that do kind of the same thing. Us as a search engine, we can detect when it's AI generated content. And there's five or six different ways, which is a whole nother discussion about how that's being done. But I promise you the search engines can tell if you're using those things. I'm not saying don't use those tools, but what you have to do is you have to weave in reviews, weave in pictures, weave in news, weave in things that this s e o person can't do. It has to come from the office. That receptionist who's greeting people that come in, she should be the one saying, oh, did you have a, you know, Mrs. Smith, how was it? And, oh, would you mind leaving us review? Oh, I don't know how. Well, if you gimme your phone, I'll show you how you know, all these things like that. Your, your operations and the way you take care of your customers, that's actually your s e o, because that's the input of all the stuff that makes it to social, which then makes it to the website. And when someone leaves a review on Yelp. Or on Facebook or Google. You take that and you cross post it, meaning you, you copy, you take a screenshot and you post it to Facebook saying, thank you so much, Angela, for coming over. So glad to have you as customer, and you post her five star review screenshot, right? You, you, the ingredients of SEO are all u g. You know, you've heard of U G C, right? User generated content. All the stuff that your customers are saying about you, that's your ingredients for seo, and then you modify you. Process it and you post it to Facebook and Instagram and YouTube and your website and your Google business profile and all these other places. That's s e o. It has to be someone internally in the company. It can't be some person who lives in some other state 2000 miles away, that supposedly is doing your s e o. They have to be in the office. They have to be collecting the videos in pictures, you know, before and afters, which you can't use in ads, but you can use organically. There's all these kinds of rules. It's
Tyler Terry:incredible. So, All right. If I'm listening to this podcast right now, I'm thinking, all right, Dennis, this is amazing, but how do I find and vet the company or the person who can help me do this? Yep. Where do I go? Where do I look and how do I know if they're the right
Dennis Yu:person? First off, I'm being stereotypical here, but there's a girl. We'll say her name is Melanie. And she's 24 years old. She's bubbly, she greets people that comes in and when times are slow or she's got a little extra time, she's probably doing her social media. Right? That's what a lot of people do. Mm-hmm. The men's boss love doing that. For some reason it's like 80% these attractive women, well, you, you teach them when they're already greeting patients, cuz you are, you have to teach'em how to, you know, to upsell, to greet them, you know, intake, all that. You just add an extra step and you have them. With women, you have to be careful cuz a lot of'em, they don't wanna have their picture taken. I know this cuz they, you know, we've done this for cosmetic surgeons and dermatologists and, you know, dentists would do the same thing. But you say you ha you have these girls. Where the aestheticians say, you know, part of our program or part of my bonus, especially if it's like some young girl who's at the front desk, you know, part of my, my bonus is I, I get, you know, an extra X dollars for every review I'm able to get, or every picture I'm able to take. Would you be able to help me would, and of course like they say, oh yeah, sure, I'll help you cuz. And you know, restaurants do the same thing too. And a lot of people say, well that's not allowed cuz that's an incentivized review. Because it, it's not okay on Yelp, for example, to say, Hey, if you leave a five star review, we'll give you a free dessert. So you know that's not allowed, right? But that's the customer getting the benefit. But if the employee is getting the benefit, it's okay. That's not violating the incentivized rule. So if you teach these people who are already talking to customers to be able to take little selfies and take pictures. Oh, you know your cheek looks so, your lips look so good. Can I take a picture and like honor you on social? I mean, I won't show your eyes if you don't want, or if you're doing an iv. Okay. I won't show your face. I'll just show this part, right? And then you can just tell me how you feel. How do you feel? Right? You got the Li Vita lift, or you got some glutathione. How do you feel? You don't have to show their face, you can ask'em, right? That's collecting all this raw information, Tyler, that then is on the iPhone, and guess what happens with this iPhone? You invite a virtual assistant or invite someone else, you know, whoever. To have access to the photos that are on there. You could have a company phone. Some people like to do that, and now you've got all these little pictures and videos and whatnot that you can turn into articles. Then you use the chat G P T, then you use DS script. Then you use all this other stuff, and that's your whole SEO strategy. It starts with raw video and pictures that then gets posted to social media, cuz you can see how you can take that and you post it to YouTube shorts, post it to Twitter, post it to Instagram, post it to whatever, and then from there the next stage is it turns into. Blog posts on your site. So you could say like, here's 15 things that you didn't know about Juvederm, and you include all these other pictures of people who had Juvederm, right? Or what's it cost, or your coupon, or people using coupon or you know, whatever. That's your SEO strategy. It comes from this raw. Collection of real U G C that gets turned into social media pieces. That gets turned into web stuff, which then Google can see. And then when people come in and they search for Dallas, Texas, Botox or whatever, and that site shows up and someone clicks on it. If someone has a good experience, guess what? Can the search engines tell if people are stopping Tyler to look at the pictures, to zoom in, stopping to read the reviews, stopping to look at the profiles of this aesthetician. Right, of course. Right. And so when people are staying longer because there's pictures and videos and whatnot, then that's gonna help'em rank better on seo. But you have to show, you have to have the content there that ranks first. That creates time on site, that then sends a signal saying, next time someone searches on that, looks like that user had a good experience. I will show them even higher. So this is called basically the Google dance. So they might debut you in position 15. And then the user has a good experience. Then you move up to 13, you move up to 10, you move up. Now you're up under the first page. You're in position seven. So as you start to move up, You settle at the point where anyone above you is having a better user experience than you. And so that's how Google over time determines what your ranking is. So if your SEO person's promising all this, whatever magic, oh, Google has all these changes and these updates are happening all the time, and the oh, it's all this AI and so complicated, you would never understand. The second thing, that's the first thing they say. The second bullshit thing they say is, well, you know, SEO takes a really long time, so you know, I can't promise anything. So you know, we'll, you'll just have to keep paying me for six months and then hope and pray. Well, I mean, it's true and there's no accountability. It's true. It takes a while. Just like you wanna get six pack abs, you're not gonna get that tonight. Even with Lipo, you're not gonna get it tonight, but over time we can absolutely see the correct technique and we can see the results. I don't have to wait six months and then hope and pray that, you know, in six months. I'm just waiting. No, I can see results. Every week I can track the results. I can see whether they're actually doing anything. I can use tools that do cost money. I'll do an audit for anybody just to run the tools so you don't have to pay the 200 bucks a month, but I can look at how many links you have. I can see what keyword you're ranking on. I can instantly, within second C, is that SEO company doing anything? Are they building links or are they just bullshitting you? And, and when you see that, wow, you're gonna find that you can teach those front desk girls how to do seo. Because they don't do seo. SEO is the result of creating good content that gets distributed to these other places, and they can
Tyler Terry:essentially create the great content like you're talking about, which
Dennis Yu:is the SEO result. So these girls at the front desk, I know I'm stereotyping, but that's how it is. You know, I was just at AMS Spa two days ago and it was like 80% women, right? You know these, I was there. Oh, we should have hung out. I know you would've looked to if it's, if seo, if real seo, I don't mean trickery. I mean like actual legitimate seo that doesn't violate rules that AC won't get you banned if it actually is based on collecting stuff in the office, you know, in your store. How is somebody who's working 2000 miles away gonna be able to collect that content for you? Completely agree. So then who's, who is doing your s e o, your own team, obviously. Do you think some team, often India, and by the way, you could talk to some company that has this nice presence, but I guarantee you that the work's being done by people in India, in the Philippines. Like they're not gonna tell you that, but that's what's actually occurring. So how likely is it that person in the, and I I, you know, we employ hundreds of people in the Philippines as well. But in the right way. How likely is it that person in the Philippines who on their queue today, they need to write an article about, you know, aesthetics in Dallas, Texas targeting older women that have Dr you know, wrinkles or targeting dudes that are 50 and they wanna, their testosterone is low, or what that person in the Philippines, in Sebu city. How likely do they know anything about Plano, Texas and where the tollway is and where the traffic is and the places that I love to eat at Three Forks, cuz that's the best steakhouse there in town. Like none of them know any of that, so they can't weave that into the articles. They're not there taking pictures on their iPhones. SEO is done by the, the thing that creates SEO is done by the people who talk to the customers. You cannot argue with me. I'm the search engine engineer. I've spoken on stage over 800 times in the last 25 years. I've never lost an argument on seo. You can't argue. No, I have the data.
Tyler Terry:This is amazing. It's been honestly like I've already learned so much and I know I've only learned like 0.001% of what you have to share, but. What I love is I talk a lot about providing an, I call it an Amazon-like experience, but a lot of times when patients are on, whether it's a website or a social media page, or any type of medium, Feeding patients what they come to know today when they're on Amazon. Yeah. Amazon feeds us everything that we need based on our love language. Ourselves language. Yeah. If I wanna look at reviews, I can, if I wanna watch a video, I can. If I wanna read about it, I can. Okay, great. So no matter what it is, I'm prepared to add it to my cart. Mm-hmm. And essentially, I feel like so many practices miss that boat. It's like, well,
Dennis Yu:why is it that Amazon is, is number one in e-commerce? Did you know that 78% of people who go to Amazon buy something in that visit? That's insane. Wow. I didn't know that. It's because, like you said, when when people go to Amazon, they like, I love, I just like to look at the reviews. Other people, they like to read the details. Other people, they wanna like whatever their, the Amazon's SEO is because they have harnessed the collection of user-generated content. If there was no user-generated content there, Amazon sales would just disappear. So if it works for Amazon, do you need to have like a billion dollars worth of engineering and infrastructure to be able to help? Your rankings and the search engines. You are a med spa in Oklahoma City. Can you generate U G C and leverage the same techniques? Absolutely. Do you have to hire an agency? No. You don't hire some kid from University of Oklahoma. Some bright young girl will call her Stephanie and she can go through our training. We put it out there for free cuz our whole mission's to create jobs. I retired 20 years ago. We're here to create jobs. Let's let these girls go through the training and do SEO and. That's how you're gonna win. I would like nothing more than the crush. These people that are taking money, there's a friend of mine, her name's Dr. Laura. I'll just, I won't say her first name, but she runs a med spa in Oxnard, California, and she paid this other guy to do s se, paid$18,000,$3,000 a month to this guy, his name's Clay Mosley.$18,000 for the$3,000 a month for six months. The guy did nothing. And she's like, well, I don't know anything about seo. She calls herself a techtard. She says, I can do lipo and I can stem cells and all this, but I don't. The first thing that comes to the internet and all that, and I just keep paying this guy. And I said, stop paying. You can audit the seo. Look, if you understand what an MRI does, I'm gonna do an MRI on your website. There's no bullshitting on this, right? Yeah. Alright. I'm on my leg horse cuz I'm so mad when I see people get ripped off. Well, ever
Tyler Terry:since I, I've started, I've seen it and it, it's interesting because that unsteadiness for the provider, for the practice. Like they continue to come ask me just cuz I have a tech background and I truly don't have the best person to refer them to.
Dennis Yu:I'll do lots for free, it takes two minutes, I'll do it for free. I'm not even, I don't even want any money. I just want people to see, uh, it's like, imagine Tyler, you and I. Are back in cave mandates and nobody else had a scale. And we are the only ones like you. And I had a company that made scales and all these people were claiming that they were skinny or whatever it is. And we say, that's great. You are step on the scale and it says 350 pounds. Well, I'm sorry, you're fat, right? Yeah. And so I want everyone to come step on the scale and then what did the SEO companies do whenever we have this meeting? So the client will invite their SEO company to a Zoom call, and they go, oh shit, Dennis U is there. Right? Because they know who I am. And I invite them to step on the scale. I'm like, here, here's the stats. And what do they do, Tyler? They get mad at me. Well, if you don't make me step on the scale, I'm, could you try to like make all these excuses? Look, if, and I said something last week that went viral on Facebook. I said, it's not your jeans that make your butt look fat. It's your butt that makes your butt look fat. If your SEO sucks. Don't blame me, the SEO company. You say, oh, this Dennis, you guy don't trust him. He doesn't know what he's talking about. He's, he, he lived in the days 25 years ago when he made a lot of money and now he's talking about stuff that doesn't matter anymore. Oh, it absolutely matters. It's still the same principles. Yeah, it's
Tyler Terry:still the same. I mean, it it, I love what you're saying and I gravitate towards it because we know that patients wanna look at before and afters if it's aesthetics. They want to become educated on whatever it is. And
Dennis Yu:so why you put it on the website, they don't put it on the website, do you? Do you know, do you know your PhD? If your website is built on WordPress, let's say, or one of the most common CMSs, how much intelligence and effort does it take for someone to put the reviews, to put the before and afters to put like about like, you know, how, what the procedure is and all this, you know, contact all the stuff that you need that a patient wants to know. Yes. Do you need an SEO person to copy and paste that into the website? No. No. And after
Tyler Terry:you have that amazing result, do you need the SEO person to film the video? And do you need a great camera you can use? I mean, I love great iPhone cameras, but get a tripod. Use your
Dennis Yu:iPhone. You don't even need that. You need the modern iPhone has killed the bottom end of the DSLR market. This thing is so ridiculously powerful. It's unbel like Steve Jobs built all this stuff before he died. Yep. 1000000%. Yeah, we have a a photograph. You don't, you don't need a look. I see these guys pen$10,000 to bring in a fancy videographer, like they're gonna film a movie or something. Guess what happens, Tyler, when you stick a giant camera in front of one of the aesthetician's face and shine this big light in their face, do you think you're gonna get a natural video when you've scared the shit out of them? No, no, just use an iPhone. In fact, the best thing, like let's say that I'm talking to you like this and I'm making eye contact and I'm saying, Tylers, thank you so much for coming in and you look so much better. You know, I, I know you've been doing the h r t. Do you mind if we could just collect 15 seconds? You just kind of like talk about what your experience was like, and so you're looking at me. So instead of doing this where I'm putting this thing in your face, I'm putting it off at a 45 degree angle. And you're looking at me not over here, and I say, just look at me and just, just tell me like, what was it that you just said that you feel better and you, you haven't felt like that since you were 30? Can, can you say that again? Right? Wow. So then when you're just having a natural conversation, notice the phone's over here. You're looking at me. What I'm trying to get out of you, Tyler, is a natural conversation. But if I put this gigantic camera in your face, I'm not gonna get a natural conversation. No way. Yeah, it's shot in 4K and all the cinematographers, love all that, but I can't use that video. Yeah. Well, I would
Tyler Terry:rather have consistent content than, oh, we don't have the camera, or, oh, I'm not gonna use that, or just
Dennis Yu:pull out your cell
Tyler Terry:phone. But then also, how do I get the video? From the SC card. Oh, I gotta put it on my computer. Oh, I'm, I'm busy. There's always all of that. And it's like, no, just try it on your song. Post it. It's on iCloud. Great. Yeah. You
Dennis Yu:can post it on Facebook, post it to whatever it is. Obviously, you know, there's rules about this sort of thing, but it's not hard. Of course, of
Tyler Terry:course. Yeah. I, I do really want to pick your brain on this and, um, I feel like you would be the best that I could ever interview and ask this question, and I feel like we also need to have another. But we need to invite you on again. Let's
Dennis Yu:do it. Let, let's do a l a live Zoom and let's invite everyone and let's start doing audits and then I'm gonna pull up websites and we'll go to town. Your draw will drop. We'll just go site after site. I wouldn't bring competitor sites. It's so much fun. It's so fast, so easy. I. I would love
Tyler Terry:that. So, um, I've been, um, you know, I heard about Chatt b t about a week after it launched early December, and of course I'm playing around with it open ai and it was so amazing. Just like everybody, like, oh my gosh, this is incredible. I remember telling my c e o and I'm telling you my friends. Mm-hmm. It was one of those things where you're like, I don't even know who I want to tell. I You wanna tell everyone, but then you kind of don't wanna tell everyone. Yeah. Like it's so cool. So anyways, I'd love for you to share with our audience. You would be the very best person to voice the power of it, the future of it. Yeah. What it can do, what it can't do.
Dennis Yu:Things like that. Yeah. So I'll give you an answer that will work for people that are absolute pros at it and are engineers and for people that maybe are still discovery what it is. Perfect. So Chat, G P T is the latest product based on open the Open AI Foundation and it's G P T 3.5. And anyone that builds apps, whether it's like uh, Jasper or these other kinds of AI tools, they're all using the same framework. They're licensing the underlying engine, which is G P T 3.0, 3.5 doesn't have an api, meaning that it's. Their own product is ahead of what everyone else has. Of course, cuz it's their own thing. The Open Foundation is, has Sam Altman as their c e o and Sam Altman is the founder of Y Combinator and that's a whole startup kind of incubator system. But who's part of Open ai? Microsoft, Elon Musk, the founders of Google. All the big boys and big tech. It is not some startup, it is at like if you believe in the Illuminati or whatever it is, like all the top people in Silicon Valley. Why? Because. When they ask Elon Musk, what do you think the greatest danger is to humanity? He didn't say nuclear wars or famine or what he said. AI is the most dangerous thing. Why? Because it's not about the US versus China and who has like more, uh, armed forces or nuclear bombs. No, cuz the AI supersedes all of that. And so he said AI is so dangerous that we need to protect it. And put it inside this foundation called the Open AI Foundation. Now the engineers here will say, yeah, the joke of the Open AI Foundation is, it's not exactly open because yes, they open source the code, but you would need 20 billion to be able to run the code and crawl the internet and be able to process the machine. So Tyler, if I gave you the code to be able to run, to create your own chat, G P T, you would not be able to run it right. Because you don't have 20 billion last I checked and all the machines necessary to do all this kind of stuff. So really it's a, no one can really touch it unless you're like a major government or you're a Google sized player. So they know that if they crawl the entire internet and they're up to 2021, but they will catch up and be real time by the end of the year chat, G P T, which is this. It's a chat. You, you chat with the thing and it's so realistic. You can give it directions. It's, it's just unbelievable to, you can have it write code, it'll play games. It'll take Harvard n b a tests and pass it. It'll do all like, pretty much anything you can think of. It's now, you could write a storybook, you could write a song, and you could have say every, every verse, you know, start with the letter R and have it in the voice of Eminem and have it spelled out an acronym and do it in Spanish. And now write the, the, an email to be able to promote my 10 units of Botox for a hundred dollars. Offer. Now write my book now, like most people are using it to write content, but that's not actually the power of chat, g p T, the power is, this is one level up. People when they get a toy, they just play with it and they don't realize what the real power is. The real power is when you say, okay, here's something that I'm thinking about. What am I missing? I'm about to have a conversation with this other person, and here's the proposal. Here's the proposal. I'm uploading it. What do you think I should include? What else should I include? A proposal? What other questions do you think that I should ask this candidate? Here's someone's resume. Do you think that they're legit or not? Like you, you ask it as an advisor instead of just write a blog post about whatever. That's what 99% of people do is, oh, just write a, write a, you know, build my website about this mid journey, which is also part of open ai. It generates images now generating image of Tyler on a surfboard with 10 gremlins chasing him. Like, yeah, it can do that and it's great. Right? Or take my brochure, take or take this competitor's brochure and then put my logo on it so I can offer the same coupon, right? Yeah, you can do that. But the real power is, okay, look at my analytics and tell me where should I be putting my effort? Where where should I be spending my time? Which of my team members is actually the most productive? Here's, here's a list of all the sales and stats and whatever inside, you know, my zanotti or HubSpot or whatever. Tell me which landing page is the most effective. Why do you think it is? He asking the thing why, like if you write, you could ask it to write an article. You know, the 10 reasons why 50 year old women or fifties in the new 30. Right? Okay. You can write the article and all that, but then say and include citations and it'll include like nh.gov, blah blah. It'll include like, you know, doctors quoting certain things, like that's the next level of thinking. It's not that the AI is powerful, that a tool, using a tool is still a tool. Your ability to think and direct to AI is more important actually than the AI becoming smarter and smarter, cuz you could give chat g p t to a chimpanzee and there's still a chimpanzee. So in six months from now, we're towards the end of the year, we're gonna be on G P T 4.0, G P T 5.0, and it is literally a hundred thousand times more powerful than where we are now. It's child's play what we have. You think you're impressed. You're impressed by what's going on right now. Yeah, watch what happens by the end of the year, this will be a matrix moment, enemy of the estate, minority port, Skynet, blue pill, red pill, like matrix, whatever you wanna call it. That's what we will be at by the end of the year. It is just going, shh, straight up. This is not like some bad sci-fi movie. This is today. This is the technology today. I have technology that I can show you right now. Where I can record something and then have it say it back in my voice and say something that I didn't say and have my lips move in the right way. And it's, unless you're really paying attention, you'll believe it. I could do this right now on my laptop. I've been doing it. I, I wow the shit outta people cuz they don't believe it. I'll say name a food, they say pizza. And I'll say, Tyler, I love to eat pizza. And then I'll just say, name another food cheeseburgers and I'll. I'll hover over just like in a Word document. I'll hover over pizza, type in cheeseburger and you'll say, Hey Tyler, I love cheeseburgers. Like what? How did that, oh my gosh. Yeah, and I can do that right now on this laptop. I've done it hundreds of times. Wow. The shit outta people. Now, when you imagine that the AI is able to think with your direction and generate audio and video and be able to process, it's read. Every single book is read every article on the internet. Now I can say. If I were to talk to my, you know, let's have a conversation with my dead grandmother. Let's pretend I'm zooming with her. Put her on the screen. Hi grandma. How are you doing today? That's where we are by the end of the year. Oh my gosh, that is, this is not science fiction. Crazy. And this is available now. I played with this stuff now. It's
Tyler Terry:scary. So, Dennis, I have a question for you. Like I, I know how I can actually write code right now. Do you think by the end of the year or next year we'll get to the point where it can actually, you can give it a vision, it could write the code, it could publish it, it could basically build the whole thing. Yeah. Obviously pending. Payment, maybe you have to throw your credit card in it or something. So that
Dennis Yu:requires application integration? Yeah. Right now it's, it, it the app. So we just have to, you know, it's not an Zapier kind of thing. It's actually a deeper kind of integration. But I had a friend call me this morning and he's one of the core engineers at Twilio. So Twilio is one of those backbone companies that powers like phone calls and call recordings and all that. And he said they're using the AI to write code and frankly, better than the code that he writes. So he is like, well, wow, do I have a job? I mean, what am I gonna do? So they form this task committee on what are they gonna do about this ai? And so they're using the AI to create documentation, which is like a, a tedious job that no engineer wants to do, you know, write the documentation and do qa. But this, this things a able to actually write real code and it's good code. Wow.
Tyler Terry:Super. I mean, it's super exciting and it's something where I'm thinking. You know, I want be one of the first to embrace it. You know, you don't want to be the person that it skip airs and obviously maybe it is a little scary, but if I would challenge everybody to embrace it, embrace the change. Just like, I mean, when the iPhone came out it's different. Exactly. You so, so many possibilities With the apps, it was different. And of course there's gonna be things we're gonna have to learn. Yeah.
Dennis Yu:Kids are cheating on their tests. They'll be software, whatever.
Tyler Terry:Yeah, yeah. There's gonna be things out there, but there is so much good that this can do. I mean, I'm thinking of the medical breakthroughs, you know, the scientific breakthroughs that this can help us
Dennis Yu:achieve. Oh, you know, Davos, that's where all the rich people and the scientists get together every year in Switzerland. So Davos just happened, of course, two weeks ago, and the biggest issue they had to talk about was ai, and they had to vote. Now remember, this is the. The Chief Science Officer at Microsoft, this is like Elon Musk, all the top, these world leaders, all of them are voting on what is the number one application of AI in 2023. And the choices were like, you know, automation of labor manufacturing. World climate change, the military, right? All these things that you could use AI for, but what do you think Tyler was the number one use that these, the smartest people in the world believed was the application for AI this year that would make the biggest impact? You
Tyler Terry:know, I would say curing some form of a disease. That's what I would say. I'm not sure it said with medical, but that's, yeah.
Dennis Yu:Medical. Medical, yeah. Personalized medicine. Scanning MRIs and looking at where the bad things are and providing personalized medical treatment. Not just sequencing the genome, but looking at your blood, looking at your H R T and look, looking at your whoop data. Like look, looking at all your data and saying, Tyler, we looked at all your stuff and here's our recommendation of what you need to do. So if I'm a med spa, If I'm any kind of wellness center, any kind of clinic, I'm gonna embrace the fact that modern medicine is now personalized. You have smart consumers that are coming in and they're taking charge of their data. They often know more cuz they're Google PhDs and so they're coming in and saying what they want. They're saying that they want the semaglutide, they're coming in saying this like, I read Tony Robbins life Force, like they're coming in, they want the body scan, they want the whole thing. So, We need to be able to do more than just give women trout pout or like suck the fat out of their butt. It's like, yes, yeah, do all those procedures. But now assume because of AI and these consumers being smarter, you're gonna come in and start asking for stuff. So the same thing, remember that happened to the car dealerships 15, 20 years ago? Mm-hmm. Where people now come in and they know what the price of the car is and all that, and that just basically like ruined a lot of the salespeople that car dealerships. Yeah. Same things happened to med's boss. And wellness, right? The cash pay, because these consumers are coming in saying, well, I saw this video where Dave Asprey said that I should take this one supplement and does this, what do you think about this one supplement? And then the wellness coordinator doesn't know enough to be able to talk about that one supplement. Well, I heard about n a plus. What do you think about that and what do you think about that? Well, I don't know. I, I, I, you know more than me about this thing, right? I needed to make
Tyler Terry:sure that you're advancing that to where you are on top of it, where you're proactive, not reactive. And you know, I, I remember, you know, just because I, I was selling. Um, technology that ran on iPads and we were one of the first companies in aesthetics Yeah. To actually save them image, just the cloud. And I remember this is 2012, but a lot of plastic surgeons, they didn't think that technology belonged in the consult room or that you should take a photo on an iPad or an iPhone. Right. Um, and then just seeing the ones that would embrace it and now everybody's like, yeah, of course I'm gonna use an iPad during the consult, and of course patients are gonna download my app. But you wanna be, I would challenge anyone listening to think like an innovator, like be willing to be an early adopter because I don't know, you just, you're gonna be able to be so much farther ahead of your competition, but also be able to be an authority, be able to teach people why you were one of the first to use chat G P T and how you used it in the correct way. Not to just create content that's meaningless, like you were talking about earlier, but to create things that actually
Dennis Yu:are measurable matter. Yeah. It's not a toy. You can use it to run your business if you know how to use it. Yeah. And you're not just doing IVs, you know, it's not just like nothing wrong with drip bar. People come in because they have a hangover. But imagine if the cost of marketing is becoming higher and marketing's becoming more competitive. Cuz there's all these tools and whatever it is. Well, you've gotta increase the L T V of your patients. You gotta keep'em coming back. And I see retention rates. Are going down for a lot of med spas because they just don't understand, they don't have the follow up systems and whatever to do it. But it's simply this. If someone comes in, I'll just give you an example. If someone comes in on Sunday morning and they had a rough night out Saturday and they get, they get a Myers cocktail and they feel good, right? How likely is there gonna be any kind of follow up? Usually not. And which you can claim is an operational problem, but actually there's, it's this. If someone is, you know, feeling tired cuz they went out and they partied and whatever and now they're 40 and they can't be like they were 20, like looking like you Tyler. You could say, well, you know, we could actually pinpoint what's, cuz you're a busy executive and you run an IT company and all this. Well, we should, uh, take a panel, you know, take your blood and we can actually, then we're gonna come out with the 16 page thing and look at every single level here. Not just like your annual physical where just looks at your cholesterol level of testosterone, but like everything. And we'll be able to pinpoint exactly why you were tired. Exactly why. You know, your sex life isn't as good. Exactly why, whatever it is. And then we can make recommendations. And now you're gonna come in every week and it's measurable and we can take your blood again, and we can see that the numbers are increasing. You've increased the L T V because you've put data behind it, but most med spas and IV clinics are not putting data behind it, and they're just counting on people coming in every week and having another iv. Wow. They're not being smart about the data. The smart patients want the data. And what happens, Tyler, when you show the printout and say, you know, Tyler, Here's your blood and it looks like clearly for a 32 year old male, your testosterone is at four 50 but really should be like six 50 and that's why your workouts aren't as good cuz normally, you know when you were 20, your testosterone level is 800. And here we also notice that you have an a slight iron deficiency and you also have this other thing going on. And here, therefore you should take this supplement, this supplement, and this supplement, and then I recommend this particular iv. You should come back every week and do that and here's your data. How's that?
Tyler Terry:Well, it's amazing. I mean, when you are that transparent and also you're that prepared to feed me information about myself, or it could be content, when you arm me with more content and with more knowledge, I'm gonna feel more confident. Mm-hmm. As a consumer and as a patient and you as my provider. Yeah. And then more than likely I'm gonna come back and price things like price don't really didn't matter. There's not as much of a factor. And I even think of when you're talking about that, I think of Visia uh, for skin analysis. Yeah. And how when you're able to show that skin analysis, it becomes more of a no-brainer on the skin regimen. Oh yeah. I do need a lastin, or Oh, I should get zero or Yeah, I probably should, you know, fork out$450 for this for the next two months or whatever. Because
Dennis Yu:it's a smart recommendation. Cause its real data. Yeah. You're not gonna shop around once they give you no recommendation. It's
Tyler Terry:not just, Hey, you should get that just cuz you should get that and it's on sale. You should get that because it actually is gonna help with your pigmentation or whatever
Dennis Yu:the case may be. Oh, the celebrity said it was a good thing. Yeah,
Tyler Terry:totally. Wow. Okay. Well I want to end with, uh, one last question. If there's one thing to share with our audience, which is made up of a lot of, you know, IV therapy clinics and medical spas that offer iv, what would you share with them as it relates to the things that you specialize in?
Dennis Yu:Which is a lot. Well, everything, everything is measurable, right? I'm an engineer and I built the analytics of a search engine, so I'm obviously a little bit biased, but the biggest problem I see with IV and Med Spa. Is that there's marketing that occurs over here, which is like, yeah, we run a group on and we paid an agency to do some seo. We did some flyers, we did a thing with the gym and a partners, like there's all these things you can do. And then over here, inside Zdi or whatever system you have is, is some sales and patients, but no one really knows L T V or whatever. Like, are we gonna make our number for the month? Is really all the owner wants to know, but in the middle. I need to know of any marketing thing that we did, did that result in customers and revenue. And I can trace seo, I can trace my Facebook ads, I can trace, I wanna be able, instead of this being a black box where there's an input and then patients come out the other side, I wanna be able to see into this box like it's a loose sight, clear cube, whatever, kind of a see into this clear plastic box. That's the number one thing is you gotta get your Google Analytics. Tuned up, Google Analytics is free. Whatever you're doing with marketing, you can auto connect your Google ads. Your agency should give you access and ownership to, if your agency doesn't, if they play all kinds of games where they don't wanna allow you to see it, or they make you log into some other thing, like fire them. But you should have complete access and ownership of all your data sources, all of it tied to Google Analytics and wherever you have your emr. The conversions where it, it, it's a phone call or it's a new intake on a new patient or what, like that should be tied into your Google Analytics. Your Google Analytics ties the marketing sources and it ties the patient conversion, you know, revenue, data, and now you see exactly how effective your marketing is. The minute you have that, then what does that do, Tyler? What kinds of decisions can you make? You can project, you can make real time decisions. You know, where you can allocate your money, you know where you're wasting money. Right. That's the number one thing I would say. And if you don't do that first, then it's like, oh, somebody said I should do TikTok ads. This other guy said that he has a coupon. This other person said, this kind of coupon offers this. Other one said, yeah, you have no idea. You have to start with that measurement. Which is something people don't wanna do cuz it's not sexy. They love to like launch campaigns and hire a social media influencer. How many times do we see these agencies say, oh, you can hire an influencer, pay her$5,000, she's got 10 million followers, right? Yeah. But is that actually bringing anyone into the store or is she just like, you know, posing with her butt on the beach or something? Right. I wanna know, is that actually driving patients into the store? That's number one. Start with the analytics. Get it in place. We have a guide on how to do it step by step. It's like assembling IKEA furniture. It's tedious, but it has to be done just once, and then nobody can hide. Now we have the scale and anyone who comes in, step on the scale. You don't tell me you're skinny. Step on the scale. I can clearly see what's going on now, or actually the R the MRI is a better analogy here. Right now we have an mri. You can't lie to me anymore.
Tyler Terry:I love it. Honestly, this has been one of my favorite podcasts. And I'm excited just to continue to learn from you and grow a friendship. And obviously if we can, and if you'd love to I'd love to. Let's do it back onto the podcast.
Dennis Yu:Yeah. Yes. Let, let's do a live, let's bring people on and then let's audit their stuff. We'll do it in a nice way, right? Yes,
Tyler Terry:of course, of course. I, I think it'd be great. And then we can, uh, get their e o company on the next time, so
Dennis Yu:yeah. Watch your for.
Tyler Terry:Well, Dennis, I wanna say thank you so much for taking time out of your day. It's been amazing. This conversation has been one of my favorites. I do wanna remind our listeners, in the show notes you'll actually see a link, to Dennis's book. It's called The Definitive Guide, I'll include a link there. I'll also include links for you to connect with Dennis on social and any other links that we have. And again, Dennis, thank you so much for taking time
Dennis Yu:out of your day. Thank you, Tyler. Honored to spend time with you. Thank you.
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