{"version":"1.0.0","segments":[{"startTime":0.8,"endTime":6.039,"body":"Welcome to outcomes, the healthcare"},{"startTime":0.8,"endTime":6.039,"body":"and biopharma marketing podcast, where"},{"startTime":6.05,"endTime":9.18,"body":"marketing leaders discuss the most"},{"startTime":6.05,"endTime":9.18,"body":"effective strategies for the health"},{"startTime":9.18,"endTime":11.73,"body":"sectors coming from a digital first."},{"startTime":12.25,"endTime":13.89,"body":"AI powered perspective."},{"startTime":15.48,"endTime":16.19,"body":"Hello everyone."},{"startTime":16.2,"endTime":23.04,"body":"And welcome to our next episode"},{"startTime":16.2,"endTime":23.04,"body":"here of our outcomes podcast."},{"startTime":23.55,"endTime":26.96,"body":"Uh, today I have here"},{"startTime":23.55,"endTime":26.96,"body":"with me Heather Cummins."},{"startTime":27.329,"endTime":30.13,"body":"She is an SEO strategist at."},{"startTime":30.425,"endTime":32.625,"body":"Imagine and imagine health."},{"startTime":32.655,"endTime":37.735,"body":"And we are going to continue talking"},{"startTime":32.655,"endTime":37.735,"body":"about one of my favorite topics."},{"startTime":37.815,"endTime":42.274,"body":"Um, ironically, one of my favorite topics,"},{"startTime":37.815,"endTime":42.274,"body":"because it's one that I can't claim to,"},{"startTime":42.955,"endTime":49.224,"body":"um, ever understand all that well, even"},{"startTime":42.955,"endTime":49.224,"body":"though I've been in it for 20 plus years."},{"startTime":49.295,"endTime":55.695,"body":"Um, I always, I always say when I'm"},{"startTime":49.295,"endTime":55.695,"body":"talking about SEO that even today it"},{"startTime":55.695,"endTime":60.185,"body":"is the topic of all the things that"},{"startTime":55.695,"endTime":60.185,"body":"we do and all the digital marketing."},{"startTime":60.64,"endTime":62.3,"body":"Various strategies and tactics."},{"startTime":62.32,"endTime":65.519,"body":"I think it's the one that has"},{"startTime":62.32,"endTime":65.519,"body":"always had the most mystique,"},{"startTime":66.09,"endTime":70.49,"body":"um, is the most misunderstood"},{"startTime":66.09,"endTime":70.49,"body":"is possibly the most complex."},{"startTime":70.8,"endTime":73.16,"body":"Uh, and, and I think that's been true."},{"startTime":73.66,"endTime":76.97,"body":"Over the 20 plus years that I've been"},{"startTime":73.66,"endTime":76.97,"body":"around it and it continues to be because"},{"startTime":76.97,"endTime":81.19,"body":"it's never the same I mean, I think it"},{"startTime":76.97,"endTime":81.19,"body":"practically changes every day and that's"},{"startTime":81.2,"endTime":85.91,"body":"one of one of the things that we're you"},{"startTime":81.2,"endTime":85.91,"body":"know Really what today's topic is about"},{"startTime":85.92,"endTime":93.255,"body":"we're gonna talk about uh algorithm"},{"startTime":85.92,"endTime":93.255,"body":"updates and changes that affect Everything"},{"startTime":93.255,"endTime":98.265,"body":"you do, SEO, um, how you approach it,"},{"startTime":93.255,"endTime":98.265,"body":"your, your, your rankings, the traffic"},{"startTime":98.265,"endTime":102.295,"body":"that you're going to drive to your"},{"startTime":98.265,"endTime":102.295,"body":"site, how Google views the quality of"},{"startTime":102.295,"endTime":104.725,"body":"your website and, and all that stuff."},{"startTime":104.725,"endTime":106.504,"body":"So that's why we have Heather here."},{"startTime":106.505,"endTime":107.104,"body":"Hi, Heather."},{"startTime":107.705,"endTime":109.455,"body":"Hey, thanks for having me today, Bill."},{"startTime":110.274,"endTime":110.704,"body":"Of course."},{"startTime":110.714,"endTime":115.255,"body":"So let's, let's jump right in and, and"},{"startTime":110.714,"endTime":115.255,"body":"let you do some of the talking here."},{"startTime":115.705,"endTime":120.095,"body":"Um, first, you know, just give"},{"startTime":115.705,"endTime":120.095,"body":"me a general overview of, you"},{"startTime":120.095,"endTime":122.585,"body":"know, what is an algorithm update?"},{"startTime":123.86,"endTime":127.1,"body":"Well, you know, you really hit the"},{"startTime":123.86,"endTime":127.1,"body":"nail on the head with your intro"},{"startTime":127.1,"endTime":131.45,"body":"about, uh, the mystique and the"},{"startTime":127.1,"endTime":131.45,"body":"mystery around SEO, because Google does"},{"startTime":131.45,"endTime":134.5,"body":"change its algorithm on a daily basis."},{"startTime":134.87,"endTime":138.299,"body":"They're constantly checking"},{"startTime":134.87,"endTime":138.299,"body":"things in search to see what"},{"startTime":138.339,"endTime":140.449,"body":"will better fit user intent."},{"startTime":140.5,"endTime":143.859,"body":"What will, you know, really"},{"startTime":140.5,"endTime":143.859,"body":"change their business."},{"startTime":143.925,"endTime":148.545,"body":"To be better, um, suited to the end"},{"startTime":143.925,"endTime":148.545,"body":"consumer, the in search consumer."},{"startTime":148.895,"endTime":153.744,"body":"So Google algorithm update is simply"},{"startTime":148.895,"endTime":153.744,"body":"a change to the ranking factors in"},{"startTime":153.745,"endTime":156.565,"body":"Google that affect your site's rankings."},{"startTime":156.845,"endTime":162.184,"body":"So those changes can be something small,"},{"startTime":156.845,"endTime":162.184,"body":"um, like maybe the way that the search"},{"startTime":162.185,"endTime":166.635,"body":"results show, um, or it could be just"},{"startTime":162.185,"endTime":166.635,"body":"a movement, slight movements up and"},{"startTime":166.635,"endTime":168.765,"body":"down within the rankings of a website."},{"startTime":168.835,"endTime":173.615,"body":"site, all of that could be algorithmically"},{"startTime":168.835,"endTime":173.615,"body":"generated or driven, but it's really just"},{"startTime":173.615,"endTime":179.614,"body":"a change to the way that Google views"},{"startTime":173.615,"endTime":179.614,"body":"search intent, search rankings, um, all"},{"startTime":179.615,"endTime":182.225,"body":"of those different aspects of the website."},{"startTime":184.054,"endTime":185.294,"body":"And how do you know about them?"},{"startTime":185.315,"endTime":189.874,"body":"Like, do you, does Google"},{"startTime":185.315,"endTime":189.874,"body":"release information on these?"},{"startTime":189.874,"endTime":193.165,"body":"Do we just learn of them as like"},{"startTime":189.874,"endTime":193.165,"body":"an industry sharing information"},{"startTime":193.165,"endTime":194.605,"body":"or you through your own clients?"},{"startTime":194.605,"endTime":197.105,"body":"Like how are the various ways you,"},{"startTime":194.605,"endTime":197.105,"body":"you learn about these changes?"},{"startTime":198.195,"endTime":202.214,"body":"All of those, so, you know, the,"},{"startTime":198.195,"endTime":202.214,"body":"there are really kind of 3 different"},{"startTime":202.225,"endTime":204.355,"body":"aspects of Google algorithms."},{"startTime":204.355,"endTime":207.424,"body":"You've got your core algorithm"},{"startTime":204.355,"endTime":207.424,"body":"updates, which are typically announced"},{"startTime":207.424,"endTime":211.035,"body":"and Google has a search dashboard"},{"startTime":207.424,"endTime":211.035,"body":"where they give a status update that"},{"startTime":211.035,"endTime":215.255,"body":"tells how long the algorithm's been"},{"startTime":211.035,"endTime":215.255,"body":"rolling out and gives just really."},{"startTime":215.35,"endTime":220.23,"body":"Very basic information about the fact"},{"startTime":215.35,"endTime":220.23,"body":"that there is an update, like, ongoing,"},{"startTime":220.56,"endTime":225.86,"body":"and they actually do announce some of the"},{"startTime":220.56,"endTime":225.86,"body":"other algorithm changes that they make."},{"startTime":225.86,"endTime":229.74,"body":"For instance, in September, they"},{"startTime":225.86,"endTime":229.74,"body":"announced a new helpful content"},{"startTime":229.779,"endTime":232.73,"body":"update, which is really a large update."},{"startTime":232.73,"endTime":234.289,"body":"That's going to affect a variety of."},{"startTime":237.34,"endTime":240.16,"body":"How helpful the content"},{"startTime":237.34,"endTime":240.16,"body":"on your website is."},{"startTime":240.19,"endTime":243.04,"body":"Um, and so that one was announced as well."},{"startTime":243.049,"endTime":245.089,"body":"And so some of them are announced."},{"startTime":245.1,"endTime":248.99,"body":"Google alerts the industry as a"},{"startTime":245.1,"endTime":248.99,"body":"whole via the search dashboard that"},{"startTime":249.0,"endTime":251.139,"body":"there's drastic change happening."},{"startTime":251.54,"endTime":257.08,"body":"Um, but a lot of them are unannounced and"},{"startTime":251.54,"endTime":257.08,"body":"so Google really makes changes, like I"},{"startTime":257.08,"endTime":261.24,"body":"said on pretty much a daily basis where"},{"startTime":257.08,"endTime":261.24,"body":"they're just testing out different, um,"},{"startTime":261.25,"endTime":266.835,"body":"you know, things Nuances to the algorithm"},{"startTime":261.25,"endTime":266.835,"body":"to help with, um, search compatibility,"},{"startTime":266.844,"endTime":269.814,"body":"search, result processing, all of that."},{"startTime":270.075,"endTime":272.244,"body":"And so a lot of those aren't announced."},{"startTime":272.254,"endTime":277.054,"body":"Um, we have some tools that we use a"},{"startTime":272.254,"endTime":277.054,"body":"strategist, of course, that are like"},{"startTime":277.064,"endTime":282.374,"body":"volatility rankers that examine websites"},{"startTime":277.064,"endTime":282.374,"body":"across a variety of industries and really"},{"startTime":282.374,"endTime":287.284,"body":"kind of give us alerts when there's high"},{"startTime":282.374,"endTime":287.284,"body":"volatility in either certain industries or"},{"startTime":287.284,"endTime":289.874,"body":"within like, you know, kind of Internet."},{"startTime":289.895,"endTime":290.995,"body":"Search as a whole."},{"startTime":290.995,"endTime":293.525,"body":"And that can be indicative"},{"startTime":290.995,"endTime":293.525,"body":"too, of the fact that there's"},{"startTime":293.525,"endTime":295.435,"body":"an algorithm change going on."},{"startTime":295.715,"endTime":300.055,"body":"So really kind of all of the above"},{"startTime":295.715,"endTime":300.055,"body":"you have to be alert on a daily basis."},{"startTime":300.405,"endTime":305.005,"body":"Um, you know, I do weekly checks for my"},{"startTime":300.405,"endTime":305.005,"body":"rankings, for all of my websites, really"},{"startTime":305.005,"endTime":308.984,"body":"looking at some of the, the keywords"},{"startTime":305.005,"endTime":308.984,"body":"that my clients are hyper focused on"},{"startTime":309.294,"endTime":313.534,"body":"and really kind of keeping, you know,"},{"startTime":309.294,"endTime":313.534,"body":"weekly and daily tabs on those as we,"},{"startTime":313.534,"endTime":317.974,"body":"so that we can react to any changes"},{"startTime":313.534,"endTime":317.974,"body":"within the search results very quickly."},{"startTime":318.164,"endTime":318.935,"body":"So, yeah."},{"startTime":319.32,"endTime":322.44,"body":"So one of the things I've always"},{"startTime":319.32,"endTime":322.44,"body":"wondered, Heather, and this is"},{"startTime":322.44,"endTime":324.25,"body":"just to get your opinion on this."},{"startTime":325.02,"endTime":330.799,"body":"I've always wondered how Google views"},{"startTime":325.02,"endTime":330.799,"body":"SEO and the SEO industry as opposed to"},{"startTime":330.87,"endTime":336.27,"body":"again, just letting companies develop"},{"startTime":330.87,"endTime":336.27,"body":"quality content and not having a bunch"},{"startTime":336.27,"endTime":340.49,"body":"of experts and professionals like"},{"startTime":336.27,"endTime":340.49,"body":"yourself doing some of the technical"},{"startTime":340.51,"endTime":342.62,"body":"things and advising on the back end."},{"startTime":344.195,"endTime":349.195,"body":"You know, do they, are Google and"},{"startTime":344.195,"endTime":349.195,"body":"SEO industry allies or does Google"},{"startTime":349.205,"endTime":354.545,"body":"wish that you didn't exist and you"},{"startTime":349.205,"endTime":354.545,"body":"would just let companies have quality"},{"startTime":354.545,"endTime":359.085,"body":"content out there and not be trying"},{"startTime":354.545,"endTime":359.085,"body":"to manipulate their rankings per se?"},{"startTime":360.475,"endTime":362.314,"body":"You know, that, that's a tough question."},{"startTime":362.335,"endTime":366.865,"body":"I'd say there's probably a mixed,"},{"startTime":362.335,"endTime":366.865,"body":"uh, emotions on both sides of"},{"startTime":366.865,"endTime":370.985,"body":"the SEO and Google, uh, you"},{"startTime":366.865,"endTime":370.985,"body":"know, relationship there, right?"},{"startTime":371.015,"endTime":372.725,"body":"Um, there are definitely some love hate."},{"startTime":372.83,"endTime":374.219,"body":"Factors on both sides."},{"startTime":374.669,"endTime":377.93,"body":"Um, you know, I think for"},{"startTime":374.669,"endTime":377.93,"body":"Google, yeah, they, they want to"},{"startTime":377.93,"endTime":380.669,"body":"provide quality to search users."},{"startTime":380.969,"endTime":383.799,"body":"That's really what their"},{"startTime":380.969,"endTime":383.799,"body":"business model is based on."},{"startTime":383.81,"endTime":386.0,"body":"That's really how they"},{"startTime":383.81,"endTime":386.0,"body":"drive their ad revenue."},{"startTime":386.0,"endTime":389.82,"body":"That's really how they get more people"},{"startTime":386.0,"endTime":389.82,"body":"to use Google as a search engine."},{"startTime":390.199,"endTime":395.03,"body":"And so if we do things from like"},{"startTime":390.199,"endTime":395.03,"body":"a black hat SEO perspective that"},{"startTime":395.03,"endTime":398.58,"body":"are, um, outside of the realm of"},{"startTime":395.03,"endTime":398.58,"body":"guidelines that Google gives us."},{"startTime":399.02,"endTime":402.099,"body":"Then they definitely frowned"},{"startTime":399.02,"endTime":402.099,"body":"very heavily on that."},{"startTime":402.109,"endTime":406.159,"body":"Um, and really that goes back to our"},{"startTime":402.109,"endTime":406.159,"body":"core topic of algorithm updates because"},{"startTime":406.169,"endTime":409.78,"body":"those are some of the practices that"},{"startTime":406.169,"endTime":409.78,"body":"google just Absolutely smacks our"},{"startTime":409.78,"endTime":411.82,"body":"hands on in these algorithm updates."},{"startTime":412.289,"endTime":417.44,"body":"Those are the sites that um, typically"},{"startTime":412.289,"endTime":417.44,"body":"tank After a core algorithm update"},{"startTime":417.45,"endTime":421.479,"body":"if they're hit by one of those type"},{"startTime":417.45,"endTime":421.479,"body":"of practices that they haven't Or"},{"startTime":421.5,"endTime":426.0,"body":"shouldn't have been doing according to"},{"startTime":421.5,"endTime":426.0,"body":"google Um now on the flip side of that"},{"startTime":426.03,"endTime":432.265,"body":"I think if we are providing Helpful"},{"startTime":426.03,"endTime":432.265,"body":"content schema that helps Google to"},{"startTime":432.265,"endTime":434.985,"body":"understand what entities are on our page."},{"startTime":435.185,"endTime":439.775,"body":"If we're doing some of these things"},{"startTime":435.185,"endTime":439.775,"body":"that Google really asks us to do within"},{"startTime":439.775,"endTime":443.724,"body":"their guidelines, then I think that"},{"startTime":439.775,"endTime":443.724,"body":"that we're actually an asset to their"},{"startTime":443.735,"endTime":446.024,"body":"business because we're helping them."},{"startTime":446.32,"endTime":450.79,"body":"To give users better search"},{"startTime":446.32,"endTime":450.79,"body":"intent, better quality results."},{"startTime":451.28,"endTime":455.56,"body":"And so, you know, we've talked about"},{"startTime":451.28,"endTime":455.56,"body":"before in healthcare that the healthcare"},{"startTime":455.56,"endTime":460.24,"body":"market in general is moving more towards"},{"startTime":455.56,"endTime":460.24,"body":"like a patient centric type of focus."},{"startTime":460.84,"endTime":464.959,"body":"And so Google to me has the"},{"startTime":460.84,"endTime":464.959,"body":"same user centric type of focus."},{"startTime":465.25,"endTime":468.5,"body":"Is that they want to answer"},{"startTime":465.25,"endTime":468.5,"body":"your healthcare questions."},{"startTime":468.53,"endTime":473.55,"body":"They want to be able to meet you exactly"},{"startTime":468.53,"endTime":473.55,"body":"where you are on your customer journey"},{"startTime":473.809,"endTime":477.89,"body":"and quickly and easily give you the"},{"startTime":473.809,"endTime":477.89,"body":"information that you were looking for."},{"startTime":478.179,"endTime":483.199,"body":"So as an SEO strategist and as a"},{"startTime":478.179,"endTime":483.199,"body":"white hat SEO practitioner, maybe"},{"startTime":483.2,"endTime":487.73,"body":"I should clarify that is that for"},{"startTime":483.2,"endTime":487.73,"body":"our clients, we only use white hat."},{"startTime":488.08,"endTime":491.15,"body":"White hat techniques that"},{"startTime":488.08,"endTime":491.15,"body":"are approved by Google."},{"startTime":491.48,"endTime":497.59,"body":"Um, and so in that realm, then I am"},{"startTime":491.48,"endTime":497.59,"body":"kind of an asset to Google and that I"},{"startTime":497.59,"endTime":499.97,"body":"am giving them additional information."},{"startTime":500.3,"endTime":504.52,"body":"Um, I am providing them with"},{"startTime":500.3,"endTime":504.52,"body":"key on page data that helps them"},{"startTime":504.57,"endTime":506.57,"body":"understand what my page is about."},{"startTime":506.89,"endTime":511.34,"body":"Um, and I'm not trying to scam"},{"startTime":506.89,"endTime":511.34,"body":"them about the content that I have."},{"startTime":511.37,"endTime":512.23,"body":"You know what I mean?"},{"startTime":513.43,"endTime":517.339,"body":"That's what they're looking for with all"},{"startTime":513.43,"endTime":517.339,"body":"of these algorithm updates, whether it be"},{"startTime":517.339,"endTime":521.9,"body":"a hopeful content update, whether it be"},{"startTime":517.339,"endTime":521.9,"body":"something related to eat our experience,"},{"startTime":521.9,"endTime":523.9,"body":"expertise, authority, and trustworthiness."},{"startTime":524.33,"endTime":528.34,"body":"All of those types of things are"},{"startTime":524.33,"endTime":528.34,"body":"things that we as SEOs can work to"},{"startTime":528.34,"endTime":530.649,"body":"enhance for clients, but we also."},{"startTime":530.9,"endTime":536.87,"body":"So our giving Google information"},{"startTime":530.9,"endTime":536.87,"body":"that is pertinent to the client's"},{"startTime":536.87,"endTime":542.06,"body":"website and that will eventually help"},{"startTime":536.87,"endTime":542.06,"body":"the user to understand whether our"},{"startTime":542.06,"endTime":547.329,"body":"client is, is authoritative enough to"},{"startTime":542.06,"endTime":547.329,"body":"deliver content within their space."},{"startTime":547.759,"endTime":551.41,"body":"And what I mean by that is we"},{"startTime":547.759,"endTime":551.41,"body":"work with so many different like"},{"startTime":551.42,"endTime":557.335,"body":"biopharmaceutical, um, Drug development"},{"startTime":551.42,"endTime":557.335,"body":"type of companies, people, companies"},{"startTime":557.335,"endTime":559.415,"body":"that are putting on clinical trials."},{"startTime":559.905,"endTime":566.165,"body":"And so, as a healthcare consumer, you"},{"startTime":559.905,"endTime":566.165,"body":"want to know that that company is above"},{"startTime":566.175,"endTime":570.265,"body":"board that they vetted the content that"},{"startTime":566.175,"endTime":570.265,"body":"they're putting out there that it's been"},{"startTime":570.265,"endTime":573.464,"body":"reviewed by subject matter experts that."},{"startTime":573.585,"endTime":578.725,"body":"That what they are saying to you as a"},{"startTime":573.585,"endTime":578.725,"body":"health care consumer is valid, um, that"},{"startTime":578.725,"endTime":580.915,"body":"it's authoritative and that it's correct."},{"startTime":581.395,"endTime":588.594,"body":"And so really, those two align really well"},{"startTime":581.395,"endTime":588.594,"body":"for me as a strategist in that, you know."},{"startTime":588.964,"endTime":590.225,"body":"I don't some of the time."},{"startTime":590.225,"endTime":592.015,"body":"I don't know how Google views us."},{"startTime":592.045,"endTime":597.045,"body":"I think we may be, um, you know,"},{"startTime":592.045,"endTime":597.045,"body":"flies that irritate them at times."},{"startTime":597.285,"endTime":597.824,"body":"Right?"},{"startTime":597.855,"endTime":599.524,"body":"Some of the things that we do."},{"startTime":600.064,"endTime":605.535,"body":"But at the same time, our strategies"},{"startTime":600.064,"endTime":605.535,"body":"really should align with Google"},{"startTime":605.545,"endTime":606.924,"body":"in providing that content."},{"startTime":607.205,"endTime":607.675,"body":"So."},{"startTime":608.625,"endTime":609.735,"body":"Yeah, for sure."},{"startTime":609.745,"endTime":614.175,"body":"I mean, I, I know how they viewed me"},{"startTime":609.745,"endTime":614.175,"body":"because I was one of those guys who"},{"startTime":614.175,"endTime":618.104,"body":"thought I was brilliant and it wasn't"},{"startTime":614.175,"endTime":618.104,"body":"Google back then it was Alta Vista,"},{"startTime":618.105,"endTime":621.084,"body":"Lycos, Excite, Ask Jeeves, HotBot."},{"startTime":621.664,"endTime":626.154,"body":"Um, I could go on Yahoo and, uh, we're"},{"startTime":621.664,"endTime":626.154,"body":"talking the late nineties where I"},{"startTime":626.154,"endTime":631.48,"body":"thought I was brilliant putting, um,"},{"startTime":626.154,"endTime":631.48,"body":"White text on a white background and,"},{"startTime":631.48,"endTime":636.89,"body":"uh, and, and stuffing, you know, 300"},{"startTime":631.48,"endTime":636.89,"body":"keywords in the, in the meta tags."},{"startTime":636.92,"endTime":638.439,"body":"And, uh, that didn't go so well."},{"startTime":638.609,"endTime":640.17,"body":"We've all been guilty of it, right?"},{"startTime":641.88,"endTime":642.4,"body":"It worked."},{"startTime":642.7,"endTime":644.87,"body":"The funny thing is it worked back then."},{"startTime":645.314,"endTime":645.795,"body":"For a while."},{"startTime":646.005,"endTime":646.175,"body":"Yeah."},{"startTime":646.734,"endTime":650.285,"body":"But then, you know, once you get your"},{"startTime":646.734,"endTime":650.285,"body":"hand slapped from a couple of those"},{"startTime":650.354,"endTime":655.214,"body":"incidents, then, you know, you fall more"},{"startTime":650.354,"endTime":655.214,"body":"into kind of alignment with following"},{"startTime":655.214,"endTime":659.234,"body":"the guidelines, especially for our"},{"startTime":655.214,"endTime":659.234,"body":"enterprise clients, but I'm with you."},{"startTime":659.434,"endTime":663.214,"body":"Yeah, I, I was, I was a black"},{"startTime":659.434,"endTime":663.214,"body":"text on a black background."},{"startTime":663.374,"endTime":665.125,"body":"I'm not a girl personally, but yeah."},{"startTime":666.955,"endTime":668.635,"body":"Oh, things have changed."},{"startTime":668.955,"endTime":672.795,"body":"Um, Heather, you used the word, and"},{"startTime":668.955,"endTime":672.795,"body":"we don't have to delve into a whole"},{"startTime":672.795,"endTime":677.345,"body":"lesson on this, but because you said"},{"startTime":672.795,"endTime":677.345,"body":"it, Um, what does, what is schema?"},{"startTime":678.79,"endTime":684.09,"body":"Okay, so schema is code that goes"},{"startTime":678.79,"endTime":684.09,"body":"behind the, um, the website behind."},{"startTime":684.14,"endTime":686.6,"body":"It's in the HTML code of the website."},{"startTime":686.92,"endTime":690.3,"body":"And what it does is it helps"},{"startTime":686.92,"endTime":690.3,"body":"Google to understand the"},{"startTime":690.36,"endTime":692.28,"body":"entities that are on your page."},{"startTime":692.28,"endTime":697.159,"body":"So, for example, if I have a clinical"},{"startTime":692.28,"endTime":697.159,"body":"trial patient, or clinical trial website,"},{"startTime":697.54,"endTime":699.68,"body":"and I'm trying to tell Google what it is."},{"startTime":699.925,"endTime":700.385,"body":"do."},{"startTime":700.704,"endTime":704.295,"body":"Then some of my entities would be"},{"startTime":700.704,"endTime":704.295,"body":"the therapeutic area that we treat,"},{"startTime":704.344,"endTime":708.055,"body":"um, the new drug that we're offering"},{"startTime":704.344,"endTime":708.055,"body":"as a treatment option, some of the"},{"startTime":708.055,"endTime":710.094,"body":"signs and symptoms for that disease."},{"startTime":710.425,"endTime":714.304,"body":"All of that can go into the"},{"startTime":710.425,"endTime":714.304,"body":"schema code of the website and of"},{"startTime":714.305,"endTime":715.895,"body":"course the content on the page."},{"startTime":716.25,"endTime":720.04,"body":"Um, you know, going back to that black"},{"startTime":716.25,"endTime":720.04,"body":"text on black background, you can't"},{"startTime":720.05,"endTime":726.16,"body":"hide things in the code of the website"},{"startTime":720.05,"endTime":726.16,"body":"in schema, but anything that's on the"},{"startTime":726.16,"endTime":728.889,"body":"page is eligible to be put into schema."},{"startTime":729.27,"endTime":734.01,"body":"And so schema is really that programming"},{"startTime":729.27,"endTime":734.01,"body":"language that helps clarify to Google"},{"startTime":734.03,"endTime":736.879,"body":"exactly what those therapeutic areas are."},{"startTime":737.16,"endTime":738.57,"body":"Um, so a lot of times with."},{"startTime":738.655,"endTime":743.825,"body":"Schema will link things like Wikipedia"},{"startTime":738.655,"endTime":743.825,"body":"data to the entities so that we're"},{"startTime":743.835,"endTime":749.594,"body":"very clear about the fact that this"},{"startTime":743.835,"endTime":749.594,"body":"therapeutic area is for um, heart"},{"startTime":749.595,"endTime":753.945,"body":"disease and that that is the area that"},{"startTime":749.595,"endTime":753.945,"body":"we're treating with this new drug."},{"startTime":753.975,"endTime":756.165,"body":"These are the features"},{"startTime":753.975,"endTime":756.165,"body":"of that drug, et cetera."},{"startTime":756.434,"endTime":760.895,"body":"So it's really just another way to clarify"},{"startTime":756.434,"endTime":760.895,"body":"to Google what your website is about."},{"startTime":761.43,"endTime":764.8,"body":"And it's an acceptable practice by Google."},{"startTime":765.479,"endTime":766.68,"body":"It is acceptable."},{"startTime":766.699,"endTime":769.52,"body":"It's encouraged and it's underutilized."},{"startTime":769.93,"endTime":773.529,"body":"And so that's, it's actually"},{"startTime":769.93,"endTime":773.529,"body":"one of my favorite topics."},{"startTime":773.56,"endTime":777.67,"body":"Um, I, yeah, it kind of reveals"},{"startTime":773.56,"endTime":777.67,"body":"what a nerd I am, I think,"},{"startTime":777.689,"endTime":779.609,"body":"because it is a coding language."},{"startTime":779.609,"endTime":781.389,"body":"It is very detailed."},{"startTime":781.779,"endTime":785.92,"body":"Um, but it's one of those ways"},{"startTime":781.779,"endTime":785.92,"body":"that I feel like is very white hat."},{"startTime":785.92,"endTime":790.795,"body":"It's encouraged by Google and it's one"},{"startTime":785.92,"endTime":790.795,"body":"of those underutilized tools that a lot"},{"startTime":790.795,"endTime":795.935,"body":"of SEO strategists haven't taken the"},{"startTime":790.795,"endTime":795.935,"body":"time to learn, or maybe it's a little"},{"startTime":795.935,"endTime":798.295,"body":"confusing at first, you know what I mean?"},{"startTime":798.755,"endTime":803.415,"body":"Um, and so really fleshing out all of"},{"startTime":798.755,"endTime":803.415,"body":"those different entities, nesting that"},{"startTime":803.524,"endTime":808.175,"body":"schema within the website, within the"},{"startTime":803.524,"endTime":808.175,"body":"webpage, within that therapeutic area."},{"startTime":808.175,"endTime":810.135,"body":"So building like this hierarchy."},{"startTime":810.51,"endTime":814.65,"body":"Of all these entities that you're"},{"startTime":810.51,"endTime":814.65,"body":"associated with is just really one"},{"startTime":814.65,"endTime":818.92,"body":"of those ways that we can get an"},{"startTime":814.65,"endTime":818.92,"body":"increase in organic traffic, um,"},{"startTime":819.03,"endTime":822.8,"body":"uh, really providing Google with"},{"startTime":819.03,"endTime":822.8,"body":"the information that it seeks out."},{"startTime":823.009,"endTime":824.27,"body":"So, yeah, great."},{"startTime":824.319,"endTime":824.65,"body":"Thank you."},{"startTime":824.68,"endTime":826.409,"body":"I, I think so few people."},{"startTime":826.705,"endTime":829.895,"body":"Even know what it is or because"},{"startTime":826.705,"endTime":829.895,"body":"it's not only underutilized,"},{"startTime":829.895,"endTime":831.045,"body":"it's under talked about."},{"startTime":831.045,"endTime":836.845,"body":"I mean, I belong to a lot of, uh, online"},{"startTime":831.045,"endTime":836.845,"body":"communities and a lot of newsletters and"},{"startTime":836.845,"endTime":842.065,"body":"I, I digest a lot of content and it, it,"},{"startTime":836.845,"endTime":842.065,"body":"it's barely ever even referenced when I"},{"startTime":842.065,"endTime":844.245,"body":"see people talking about SEO and such."},{"startTime":844.245,"endTime":848.465,"body":"So, I mean, that's a future"},{"startTime":844.245,"endTime":848.465,"body":"episode, I think in itself."},{"startTime":849.055,"endTime":852.775,"body":"So Heather, what, what would be"},{"startTime":849.055,"endTime":852.775,"body":"some of the major trends that you're"},{"startTime":852.775,"endTime":854.835,"body":"observing in terms of algorithm updates?"},{"startTime":855.735,"endTime":859.974,"body":"Yeah, if we examine algorithm updates"},{"startTime":855.735,"endTime":859.974,"body":"over the past, let's say, 10 years, just"},{"startTime":859.974,"endTime":863.735,"body":"to kind of really look at those high"},{"startTime":859.974,"endTime":863.735,"body":"level, you know, issues that Google,"},{"startTime":863.775,"endTime":865.885,"body":"uh, kind of comes back to each time."},{"startTime":866.245,"endTime":869.415,"body":"The things that I always see"},{"startTime":866.245,"endTime":869.415,"body":"are they prioritize speed."},{"startTime":869.804,"endTime":872.234,"body":"Um, they really emphasize content quality."},{"startTime":872.34,"endTime":877.16,"body":"So you can see that through helpful"},{"startTime":872.34,"endTime":877.16,"body":"content updates and EAT updates user"},{"startTime":877.16,"endTime":879.18,"body":"intent that we talked about earlier."},{"startTime":879.18,"endTime":883.34,"body":"That's a huge focus for a lot of"},{"startTime":879.18,"endTime":883.34,"body":"algorithm updates, enhancements to"},{"startTime":883.34,"endTime":886.719,"body":"search appearance, simply changing"},{"startTime":883.34,"endTime":886.719,"body":"the way that the search results"},{"startTime":886.719,"endTime":891.29,"body":"either appear or interact with users"},{"startTime":886.719,"endTime":891.29,"body":"is a big 1 that we've seen in recent"},{"startTime":891.67,"endTime":897.16,"body":"updates and then reducing spam or"},{"startTime":891.67,"endTime":897.16,"body":"poor search results is huge as well."},{"startTime":897.525,"endTime":901.405,"body":"And so if you, if you think back kind"},{"startTime":897.525,"endTime":901.405,"body":"of historically through all of those"},{"startTime":901.405,"endTime":905.715,"body":"for speed updates, one of the big"},{"startTime":901.405,"endTime":905.715,"body":"ones was, was called mobile again."},{"startTime":906.104,"endTime":910.064,"body":"And so what happened there is that"},{"startTime":906.104,"endTime":910.064,"body":"mobile sites were prioritized for"},{"startTime":910.094,"endTime":914.274,"body":"indexing and sites that didn't have"},{"startTime":910.094,"endTime":914.274,"body":"mobile versions of the site were"},{"startTime":914.275,"endTime":917.114,"body":"then penalized in search results."},{"startTime":917.454,"endTime":920.775,"body":"And so that's a trend that has"},{"startTime":917.454,"endTime":920.775,"body":"continued with, like, core."},{"startTime":921.545,"endTime":925.505,"body":"Core web vitals with some of the speed"},{"startTime":921.545,"endTime":925.505,"body":"indexing updates that we've seen."},{"startTime":925.805,"endTime":931.314,"body":"And so speed is something that Google is,"},{"startTime":925.805,"endTime":931.314,"body":"is very interested in delivering to users."},{"startTime":931.565,"endTime":935.394,"body":"And mainly because you think about"},{"startTime":931.565,"endTime":935.394,"body":"being on a mobile device, you thinking"},{"startTime":935.395,"endTime":941.315,"body":"about being on like a poor wifi network,"},{"startTime":935.395,"endTime":941.315,"body":"users need that content to come in"},{"startTime":941.315,"endTime":944.615,"body":"quickly at small, um, data sizes."},{"startTime":944.935,"endTime":950.065,"body":"And you know, that really enhances"},{"startTime":944.935,"endTime":950.065,"body":"the search experience for users."},{"startTime":950.535,"endTime":953.915,"body":"Um, another big 1 that we've seen,"},{"startTime":950.535,"endTime":953.915,"body":"um, that we're actually really kind"},{"startTime":953.915,"endTime":958.365,"body":"of in the middle of right now is a"},{"startTime":953.915,"endTime":958.365,"body":"content update for hopeful content."},{"startTime":958.645,"endTime":962.554,"body":"And this really, to me, corresponds"},{"startTime":958.645,"endTime":962.554,"body":"with our eat updates, our experience,"},{"startTime":962.554,"endTime":964.395,"body":"expertise, authority, and trustworthiness."},{"startTime":964.825,"endTime":966.285,"body":"And so all of this."},{"startTime":966.8,"endTime":970.1,"body":"For me really surrounds two questions."},{"startTime":970.54,"endTime":974.569,"body":"Do you have the authority to"},{"startTime":970.54,"endTime":974.569,"body":"deliver content in your topic area?"},{"startTime":974.949,"endTime":976.65,"body":"And is your content helpful?"},{"startTime":976.77,"endTime":980.1,"body":"Does it add to the conversation"},{"startTime":976.77,"endTime":980.1,"body":"that is happening on the"},{"startTime":980.1,"endTime":982.379,"body":"Internet about your topic area?"},{"startTime":982.689,"endTime":985.279,"body":"Are you adding in new content?"},{"startTime":985.3,"endTime":987.68,"body":"Or are you simply regurgitating things?"},{"startTime":987.7,"endTime":989.25,"body":"That have already been said."},{"startTime":989.61,"endTime":993.86,"body":"And so just like you and I bill"},{"startTime":989.61,"endTime":993.86,"body":"are interested in people who have"},{"startTime":993.86,"endTime":997.64,"body":"insightful comments, who have new"},{"startTime":993.86,"endTime":997.64,"body":"things to say when we're conversing"},{"startTime":997.64,"endTime":999.939,"body":"with them, the same is true for Google."},{"startTime":1000.23,"endTime":1003.509,"body":"They're looking for people"},{"startTime":1000.23,"endTime":1003.509,"body":"who are adding interesting"},{"startTime":1003.52,"endTime":1005.499,"body":"information to the conversation."},{"startTime":1005.88,"endTime":1011.28,"body":"And so, you know, infographics, new"},{"startTime":1005.88,"endTime":1011.28,"body":"statistics, um, new research in our"},{"startTime":1011.28,"endTime":1015.079,"body":"therapeutic areas are all really great"},{"startTime":1011.28,"endTime":1015.079,"body":"ideas for our healthcare clients."},{"startTime":1015.55,"endTime":1019.37,"body":"To add to their websites and to"},{"startTime":1015.55,"endTime":1019.37,"body":"their content, because it really"},{"startTime":1019.41,"endTime":1024.79,"body":"gets at that helpful, useful,"},{"startTime":1019.41,"endTime":1024.79,"body":"pertinent, you know, information"},{"startTime":1024.8,"endTime":1026.65,"body":"being added to the conversation."},{"startTime":1027.149,"endTime":1031.19,"body":"And then I think one of the other trends"},{"startTime":1027.149,"endTime":1031.19,"body":"that I mentioned that user intent."},{"startTime":1031.935,"endTime":1036.175,"body":"Again, Google is hyper focused"},{"startTime":1031.935,"endTime":1036.175,"body":"on delivering to the user"},{"startTime":1036.175,"endTime":1037.415,"body":"what they're searching for."},{"startTime":1037.734,"endTime":1043.144,"body":"So you think about in the pandemic,"},{"startTime":1037.734,"endTime":1043.144,"body":"we went through a period where masks"},{"startTime":1043.665,"endTime":1045.754,"body":"could have meant like Halloween masks."},{"startTime":1045.754,"endTime":1048.854,"body":"It could have been like a face"},{"startTime":1045.754,"endTime":1048.854,"body":"covering for work that you"},{"startTime":1048.855,"endTime":1051.034,"body":"need, um, like a welder's mask."},{"startTime":1051.034,"endTime":1053.935,"body":"All of these would have been in the"},{"startTime":1051.034,"endTime":1053.935,"body":"search results pretty prolifically,"},{"startTime":1053.965,"endTime":1055.254,"body":"maybe peppered throughout."},{"startTime":1055.725,"endTime":1058.735,"body":"Um, you know, definitely kind"},{"startTime":1055.725,"endTime":1058.735,"body":"of a surge for Halloween masks."},{"startTime":1059.475,"endTime":1061.624,"body":"October timeframe, et cetera."},{"startTime":1061.975,"endTime":1067.575,"body":"But in, during the pandemic, so let's"},{"startTime":1061.975,"endTime":1067.575,"body":"say maybe may 2020 and beyond, right."},{"startTime":1067.875,"endTime":1072.275,"body":"The only like search result that was"},{"startTime":1067.875,"endTime":1072.275,"body":"coming up was a face covering that"},{"startTime":1072.275,"endTime":1073.924,"body":"was supposed to prevent disease."},{"startTime":1073.925,"endTime":1074.315,"body":"Right."},{"startTime":1074.324,"endTime":1079.575,"body":"And so that was a huge change in that"},{"startTime":1074.324,"endTime":1079.575,"body":"user intent that Google had to hyper"},{"startTime":1079.575,"endTime":1082.155,"body":"focus on because users wanted that."},{"startTime":1082.23,"endTime":1085.95,"body":"Face mask, as opposed to"},{"startTime":1082.23,"endTime":1085.95,"body":"any other type of mask."},{"startTime":1086.3,"endTime":1091.47,"body":"And that's one of the interesting"},{"startTime":1086.3,"endTime":1091.47,"body":"things about some of these, um, Google"},{"startTime":1091.51,"endTime":1094.43,"body":"algorithm updates is everything."},{"startTime":1095.4,"endTime":1100.05,"body":"Everything that Google does"},{"startTime":1095.4,"endTime":1100.05,"body":"results in both winners and losers."},{"startTime":1100.37,"endTime":1104.65,"body":"So one, one thing that I'm dealing with"},{"startTime":1100.37,"endTime":1104.65,"body":"right now for one of my clients is that"},{"startTime":1104.65,"endTime":1108.809,"body":"they have several different vaccine"},{"startTime":1104.65,"endTime":1108.809,"body":"offerings that they have available."},{"startTime":1108.82,"endTime":1111.44,"body":"So anything from like that childhood."},{"startTime":1111.9,"endTime":1118.48,"body":"Um, like trio of vaccines to RSV vaccines,"},{"startTime":1111.9,"endTime":1118.48,"body":"all of these different vaccines, but"},{"startTime":1118.52,"endTime":1124.859,"body":"because of the pandemic, because of where"},{"startTime":1118.52,"endTime":1124.859,"body":"we are at in human history, COVID vaccines"},{"startTime":1124.859,"endTime":1130.1,"body":"have replaced a lot of that search volume"},{"startTime":1124.859,"endTime":1130.1,"body":"around that generic term of vaccines."},{"startTime":1130.46,"endTime":1135.74,"body":"And so what happens is that while COVID"},{"startTime":1130.46,"endTime":1135.74,"body":"vaccines were this huge winner in that"},{"startTime":1135.75,"endTime":1141.66,"body":"search intent algorithm change, um, other"},{"startTime":1135.75,"endTime":1141.66,"body":"vaccines really dropped in the result."},{"startTime":1141.76,"endTime":1145.26,"body":"So we have to go in, we have to"},{"startTime":1141.76,"endTime":1145.26,"body":"edit our keyword strategy, really"},{"startTime":1145.26,"endTime":1150.18,"body":"examine, you know, how we can hyper"},{"startTime":1145.26,"endTime":1150.18,"body":"focus in on different types of"},{"startTime":1150.18,"endTime":1154.65,"body":"vaccines, as opposed to that kind of"},{"startTime":1150.18,"endTime":1154.65,"body":"neutral, all encompassing keyword."},{"startTime":1155.03,"endTime":1158.83,"body":"And that's what happens with a lot"},{"startTime":1155.03,"endTime":1158.83,"body":"of these algorithm updates is that,"},{"startTime":1159.149,"endTime":1163.24,"body":"you know, you have these winners and"},{"startTime":1159.149,"endTime":1163.24,"body":"losers, you have to constantly edit your"},{"startTime":1163.24,"endTime":1166.04,"body":"strategy in order to react to those."},{"startTime":1166.69,"endTime":1167.39,"body":"So."},{"startTime":1168.165,"endTime":1173.755,"body":"So if, if, if someone just searches"},{"startTime":1168.165,"endTime":1173.755,"body":"for vaccine and most of the results"},{"startTime":1173.765,"endTime":1180.705,"body":"are COVID centric, it's not just"},{"startTime":1173.765,"endTime":1180.705,"body":"because the internet's been flooded"},{"startTime":1180.715,"endTime":1182.855,"body":"with more content around that."},{"startTime":1182.864,"endTime":1186.144,"body":"It's also, you're saying if"},{"startTime":1182.864,"endTime":1186.144,"body":"I'm understanding right, that"},{"startTime":1186.144,"endTime":1191.865,"body":"Google's algorithm is reflective"},{"startTime":1186.144,"endTime":1191.865,"body":"of what it knows are more current."},{"startTime":1192.269,"endTime":1194.049,"body":"Trends and user intent."},{"startTime":1194.06,"endTime":1194.439,"body":"Correct?"},{"startTime":1195.08,"endTime":1195.55,"body":"Correct."},{"startTime":1195.58,"endTime":1195.889,"body":"Yeah."},{"startTime":1196.199,"endTime":1202.01,"body":"So, you know, any current news items,"},{"startTime":1196.199,"endTime":1202.01,"body":"um, trends within consumer behavior,"},{"startTime":1202.01,"endTime":1206.859,"body":"all of that can factor in, um, and"},{"startTime":1202.01,"endTime":1206.859,"body":"be represented within the algorithm."},{"startTime":1206.869,"endTime":1211.09,"body":"Cause again, the goal for Google"},{"startTime":1206.869,"endTime":1211.09,"body":"is to provide valid search results."},{"startTime":1211.12,"endTime":1217.735,"body":"And so If they decide that the term"},{"startTime":1211.12,"endTime":1217.735,"body":"vaccine is really, you know, oriented"},{"startTime":1217.735,"endTime":1221.784,"body":"towards the COVID vaccine, then"},{"startTime":1217.735,"endTime":1221.784,"body":"those sites will come up in rankings"},{"startTime":1221.784,"endTime":1223.375,"body":"and other sites will come down."},{"startTime":1223.764,"endTime":1224.395,"body":"Right."},{"startTime":1224.674,"endTime":1226.364,"body":"Yeah, that makes perfect sense."},{"startTime":1226.615,"endTime":1232.445,"body":"Combined with the fact that I'm"},{"startTime":1226.615,"endTime":1232.445,"body":"probably right in assuming that they"},{"startTime":1232.445,"endTime":1237.534,"body":"also are flooded with content around"},{"startTime":1232.445,"endTime":1237.534,"body":"the things that are more current."},{"startTime":1237.634,"endTime":1241.804,"body":"So it's a mix of the algorithm reflecting"},{"startTime":1237.634,"endTime":1241.804,"body":"it and there's just, there's going to be"},{"startTime":1241.804,"endTime":1248.354,"body":"a heck of a lot more content In Google"},{"startTime":1241.804,"endTime":1248.354,"body":"about COVID vaccine versus the flu vaccine"},{"startTime":1248.534,"endTime":1252.085,"body":"or RS or RSV and, and other vaccines."},{"startTime":1254.794,"endTime":1259.735,"body":"Um, the, the, the other thing I want to"},{"startTime":1254.794,"endTime":1259.735,"body":"touch upon Heather, and I think it's,"},{"startTime":1259.914,"endTime":1263.804,"body":"you know, I think this is a little"},{"startTime":1259.914,"endTime":1263.804,"body":"bit of a speculative conversation."},{"startTime":1264.384,"endTime":1270.975,"body":"Um, it's obviously the hottest topic"},{"startTime":1264.384,"endTime":1270.975,"body":"around, but with regard to AI and,"},{"startTime":1271.475,"endTime":1275.88,"body":"you know, Again, I realize it's"},{"startTime":1271.475,"endTime":1275.88,"body":"just what we think at this point"},{"startTime":1275.88,"endTime":1282.32,"body":"in terms of how Google's algorithm"},{"startTime":1275.88,"endTime":1282.32,"body":"will view AI generated content."},{"startTime":1282.34,"endTime":1285.439,"body":"I think, you know, there's been"},{"startTime":1282.34,"endTime":1285.439,"body":"a lot of debate and some people"},{"startTime":1285.439,"endTime":1289.3,"body":"have even posted some results and"},{"startTime":1285.439,"endTime":1289.3,"body":"things they've observed so far."},{"startTime":1290.099,"endTime":1295.09,"body":"Um, and some people say that, Oh, Google"},{"startTime":1290.099,"endTime":1295.09,"body":"will penalize stuff that they know"},{"startTime":1295.09,"endTime":1299.09,"body":"is a chat GPT generated completely."},{"startTime":1299.96,"endTime":1302.43,"body":"I think the other side of this"},{"startTime":1299.96,"endTime":1302.43,"body":"is I've always said, well."},{"startTime":1302.94,"endTime":1307.16,"body":"As long as it's quality content,"},{"startTime":1302.94,"endTime":1307.16,"body":"does Google really care who wrote it?"},{"startTime":1307.34,"endTime":1311.52,"body":"What generated it, where it came from, as"},{"startTime":1307.34,"endTime":1311.52,"body":"long as it's real, as long as it's true."},{"startTime":1312.669,"endTime":1315.52,"body":"I'm sure the answer is going to be some"},{"startTime":1312.669,"endTime":1315.52,"body":"mix of those things, but I did want to"},{"startTime":1315.52,"endTime":1320.6,"body":"just quickly get your perspective on"},{"startTime":1315.52,"endTime":1320.6,"body":"anything that you either know so far,"},{"startTime":1320.6,"endTime":1324.089,"body":"or you've seen so far, or where just in"},{"startTime":1320.6,"endTime":1324.089,"body":"your opinion, where that's going to go."},{"startTime":1325.55,"endTime":1330.36,"body":"Well, um, it's so relevant because"},{"startTime":1325.55,"endTime":1330.36,"body":"we've just rolled out the September,"},{"startTime":1330.379,"endTime":1333.149,"body":"um, helpful content update from Google."},{"startTime":1333.449,"endTime":1337.62,"body":"And so the biggest change, or the most"},{"startTime":1333.449,"endTime":1337.62,"body":"notable change that we saw in that"},{"startTime":1337.639,"endTime":1341.189,"body":"is that they actually changed their"},{"startTime":1337.639,"endTime":1341.189,"body":"quality, their Google quality radar,"},{"startTime":1341.189,"endTime":1343.269,"body":"um, guidelines for helpful content."},{"startTime":1343.639,"endTime":1349.199,"body":"And so the old verbiage used to read,"},{"startTime":1343.639,"endTime":1349.199,"body":"um, something that was along the lines"},{"startTime":1349.209,"endTime":1352.189,"body":"of helpful content written by people."},{"startTime":1352.41,"endTime":1358.76,"body":"For people, but as of September,"},{"startTime":1352.41,"endTime":1358.76,"body":"2023, that same phrase ology now"},{"startTime":1358.77,"endTime":1364.209,"body":"reads helpful content created"},{"startTime":1358.77,"endTime":1364.209,"body":"for people in search results."},{"startTime":1364.68,"endTime":1369.939,"body":"So Google actually removed the"},{"startTime":1364.68,"endTime":1369.939,"body":"verbiage of by people from their"},{"startTime":1369.94,"endTime":1371.549,"body":"helpful content guidelines."},{"startTime":1371.559,"endTime":1372.15,"body":"That's fascinating."},{"startTime":1373.104,"endTime":1375.715,"body":"No, I mean, that kind"},{"startTime":1373.104,"endTime":1375.715,"body":"of says it all right."},{"startTime":1375.774,"endTime":1380.995,"body":"They are not out to get your AI"},{"startTime":1375.774,"endTime":1380.995,"body":"generated content, however, they are"},{"startTime":1380.995,"endTime":1383.334,"body":"out to get your content that is bad."},{"startTime":1383.574,"endTime":1387.745,"body":"They're out to get content that you"},{"startTime":1383.574,"endTime":1387.745,"body":"haven't reviewed, that you haven't"},{"startTime":1387.804,"endTime":1389.995,"body":"embedded, that you don't have a search."},{"startTime":1390.024,"endTime":1393.429,"body":"Um, uh, Subject matter experts reviewing."},{"startTime":1393.679,"endTime":1396.61,"body":"They are, they've always been"},{"startTime":1393.679,"endTime":1396.61,"body":"against that kind of content."},{"startTime":1396.62,"endTime":1400.97,"body":"They've always been against content"},{"startTime":1396.62,"endTime":1400.97,"body":"that you simply spin up as a"},{"startTime":1400.97,"endTime":1403.329,"body":"slight variation of something else."},{"startTime":1403.859,"endTime":1408.77,"body":"Um, you've always had to say like, this"},{"startTime":1403.859,"endTime":1408.77,"body":"is a duplicate, um, of this content"},{"startTime":1408.77,"endTime":1410.699,"body":"with your canonical versions of things."},{"startTime":1411.02,"endTime":1415.419,"body":"And so all of that is in alignment"},{"startTime":1411.02,"endTime":1415.419,"body":"with the same status that Google"},{"startTime":1415.429,"endTime":1417.44,"body":"has taken for a number of years."},{"startTime":1417.78,"endTime":1418.739,"body":"So no, I'm."},{"startTime":1419.34,"endTime":1422.04,"body":"I'm not scared of AI generated content."},{"startTime":1422.09,"endTime":1423.85,"body":"I don't think our clients should be."},{"startTime":1424.11,"endTime":1428.34,"body":"It is a great tool for both"},{"startTime":1424.11,"endTime":1428.34,"body":"productivity and for cutting down"},{"startTime":1428.35,"endTime":1431.049,"body":"that initial first draft writing time."},{"startTime":1431.479,"endTime":1433.459,"body":"And I think it should be used as such."},{"startTime":1433.679,"endTime":1435.469,"body":"I do think people are making a mistake."},{"startTime":1439.459,"endTime":1439.78,"body":"Um, and don't have"},{"startTime":1443.629,"endTime":1447.929,"body":"a subject matter expert review it"},{"startTime":1443.629,"endTime":1447.929,"body":"that that's definitely a mistake,"},{"startTime":1447.949,"endTime":1452.59,"body":"I think, but that is against every"},{"startTime":1447.949,"endTime":1452.59,"body":"helpful content guideline that we've"},{"startTime":1452.59,"endTime":1457.679,"body":"been given because it's humanized it a"},{"startTime":1452.59,"endTime":1457.679,"body":"little bit with tone, I think, as well."},{"startTime":1458.385,"endTime":1458.765,"body":"Yeah."},{"startTime":1458.805,"endTime":1462.215,"body":"Well, I think everybody wants to"},{"startTime":1458.805,"endTime":1462.215,"body":"speak within their brand, right?"},{"startTime":1462.535,"endTime":1465.845,"body":"And so to me, that's just good"},{"startTime":1462.535,"endTime":1465.845,"body":"marketing that you would, you know,"},{"startTime":1465.845,"endTime":1469.855,"body":"take those articles and like you're"},{"startTime":1465.845,"endTime":1469.855,"body":"saying, emphasize your tone of"},{"startTime":1469.855,"endTime":1472.185,"body":"voice, your brand within it as well."},{"startTime":1472.365,"endTime":1473.174,"body":"So yeah."},{"startTime":1473.205,"endTime":1473.565,"body":"Yeah."},{"startTime":1473.584,"endTime":1476.495,"body":"I mean, I think that's, it's"},{"startTime":1473.584,"endTime":1476.495,"body":"great news and I wasn't, I"},{"startTime":1476.495,"endTime":1478.445,"body":"wasn't aware of that, um, update."},{"startTime":1478.965,"endTime":1482.825,"body":"Obviously you're much closer to it than"},{"startTime":1478.965,"endTime":1482.825,"body":"me, but I think that's fascinating news."},{"startTime":1484.514,"endTime":1489.105,"body":"It's just, it's in line with what we"},{"startTime":1484.514,"endTime":1489.105,"body":"would preach anyway, outside of, outside"},{"startTime":1489.105,"endTime":1494.385,"body":"of SEO and Google's opinion of content"},{"startTime":1489.105,"endTime":1494.385,"body":"at the end of the day, especially in"},{"startTime":1494.405,"endTime":1500.295,"body":"our industry, healthcare, biopharma,"},{"startTime":1494.405,"endTime":1500.295,"body":"you can't be inaccurate, the risk is"},{"startTime":1500.295,"endTime":1504.605,"body":"too high, maybe if you're a manufacturer"},{"startTime":1500.295,"endTime":1504.605,"body":"of widgets, you can be inaccurate with"},{"startTime":1504.605,"endTime":1507.405,"body":"your content when you're making drugs."},{"startTime":1507.74,"endTime":1510.68,"body":"And you're doing things that"},{"startTime":1507.74,"endTime":1510.68,"body":"are going in people's bodies."},{"startTime":1511.43,"endTime":1516.24,"body":"You, you've got to ensure accuracy"},{"startTime":1511.43,"endTime":1516.24,"body":"for other reasons, far beyond how"},{"startTime":1516.24,"endTime":1517.749,"body":"Google's going to like your content."},{"startTime":1517.8,"endTime":1520.7,"body":"And so it's just completely in line."},{"startTime":1520.7,"endTime":1522.8,"body":"Make sure, you know, it's human oversight."},{"startTime":1522.84,"endTime":1527.3,"body":"It's it's leverage AI as an"},{"startTime":1522.84,"endTime":1527.3,"body":"assistant, as a force multiplier,"},{"startTime":1527.66,"endTime":1533.5,"body":"as a way to do more things faster,"},{"startTime":1527.66,"endTime":1533.5,"body":"but make sure it's right and."},{"startTime":1533.955,"endTime":1536.625,"body":"I mean, that's, that's the,"},{"startTime":1533.955,"endTime":1536.625,"body":"that's best practice anyway."},{"startTime":1536.625,"endTime":1540.274,"body":"And, and it seems to be from what you're"},{"startTime":1536.625,"endTime":1540.274,"body":"saying that at this point, at least"},{"startTime":1540.305,"endTime":1542.985,"body":"Google's on the same page, which is great."},{"startTime":1544.63,"endTime":1548.41,"body":"Well, and just another interesting"},{"startTime":1544.63,"endTime":1548.41,"body":"statistic that I recently read"},{"startTime":1548.42,"endTime":1552.2,"body":"is that chat is inaccurate"},{"startTime":1548.42,"endTime":1552.2,"body":"about 30 percent of the time."},{"startTime":1552.63,"endTime":1557.58,"body":"So, to me, you know, you should be finding"},{"startTime":1552.63,"endTime":1557.58,"body":"some mistakes and what's generated."},{"startTime":1557.6,"endTime":1560.84,"body":"Um, and it's really"},{"startTime":1557.6,"endTime":1560.84,"body":"important to check for that."},{"startTime":1560.899,"endTime":1561.7,"body":"So, yeah."},{"startTime":1562.53,"endTime":1568.58,"body":"Yeah, there's been out there and"},{"startTime":1562.53,"endTime":1568.58,"body":"kind of the chat GPT zeitgeist."},{"startTime":1569.85,"endTime":1575.74,"body":"It appears to be that it's gotten less"},{"startTime":1569.85,"endTime":1575.74,"body":"accurate over the past several months."},{"startTime":1575.8,"endTime":1578.7,"body":"I don't know why and I don't know"},{"startTime":1575.8,"endTime":1578.7,"body":"if that's true, but that seems to"},{"startTime":1578.71,"endTime":1583.45,"body":"be the general conversation is that"},{"startTime":1578.71,"endTime":1583.45,"body":"people are observing the accuracy"},{"startTime":1583.45,"endTime":1585.129,"body":"has gotten worse for some reason."},{"startTime":1585.369,"endTime":1587.55,"body":"So, um, so we'll see."},{"startTime":1587.55,"endTime":1589.689,"body":"I mean, we're not an"},{"startTime":1587.55,"endTime":1589.689,"body":"expert on what goes on."},{"startTime":1590.01,"endTime":1593.57,"body":"In that whole algorithm, you know,"},{"startTime":1590.01,"endTime":1593.57,"body":"that's a different conversation."},{"startTime":1594.01,"endTime":1595.54,"body":"So Heather, this has been great."},{"startTime":1595.58,"endTime":1601.07,"body":"I really appreciate all your insights"},{"startTime":1595.58,"endTime":1601.07,"body":"and I look forward to having, uh, many"},{"startTime":1601.079,"endTime":1602.949,"body":"future conversations on here with you."},{"startTime":1602.98,"endTime":1604.83,"body":"So thanks so much."},{"startTime":1605.53,"endTime":1606.22,"body":"Appreciate it."},{"startTime":1606.22,"endTime":1606.999,"body":"So it was fun."},{"startTime":1608.009,"endTime":1609.609,"body":"All right, Heather, have a good one."}]}