People are starting to use AI, and machine learning much more.
And everyone's always talked about machine learning and AI,
and it's the buzz,
and you can have computers write content for you,
so you don't have to write content as a marketer
or when you're putting products online.
And I have to say, the quality still isn't there,
but we're really close.
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- Today, we have Mr. Neil Patel.
Neil, you are a New York Times bestselling author.
The Wall Street Journal calls you
the top influencer on the web.
Forbes says you are the top 10 marketers,
and Entrepreneur magazine says that you've created
one of the 100 most brilliant companies.
So you're recognized as this top 100 entrepreneur
by Obama and all these other people,
but I'd like to think of you as just Mr. SEO.
Is that okay? (chuckles)
- That works for me.
- Well, let's ask this first.
I want to know...
We're less than 48 hours away from 2021.
Any takeaways from this unprecedented year?
I'll be 45 in a couple of months,
and I haven't seen anything like this ever.
What are some of your takeaways?
- The big thing which everyone knows
is everything's moving online.
And if you see what people are talking about,
a lot of people are just like,
"Yeah, everyone's buying online be of COVID,
but after COVID, everything's going to go back to normal.
And I have this conception,
and a lot of people also agree with this,
but I have this conception
that is what would've happened five years from now
of more people adapting online,
it just got pushed forward due to COVID.
So that's the first big trend that we're seeing.
McKinsey has this whole video
and report about this kind of stuff.
It's quite interesting.
They actually even ran commercials,
I think, on YouTube about it.
But you know, before COVID, commerce...
When I'm talking about commerce,
I'm not just talking about Amazon,
I'm talking about commerce, like accounting,
people getting business online, all that kind of stuff.
Roughly, 12% of commerce was done online.
The rest was done offline.
It was still a really small portion.
Now you got people like my parents who are just like,
"Wow, we knew about Amazon, but we're buying,
it's cheaper than going to Target,"
or cheaper than going to Ralph's,
or wherever they go to buy stuff.
And they're like,
"And sometimes, they deliver it
in the same day for free."
(Interviewer laughs)
There's prime and stuff.
My parents don't get the concept that is on my accounts,
so they think it's quote-unquote free.
(Interviewer laughs)
But I've had it like 100 or $200 or whatever it is.
- It sounds like my kids. (laughs)
- Yeah. (laughs)
And so that's the first big trend.
The second big trend that we're seeing
is people are starting to use
AI and machine learning much more.
And everyone's always talked about machine learning and AI,
and it's the buzz.
And you can have computers write content for you,
so you don't have to write content as a marketer
or when you're putting products online.
And I have to say, the quality still isn't there,
but we're really close.
I think within a year or two,
we're going to see a huge shift
in which machine learning and AI
can end up doing a lot of the stuff for you,
and you won't need as many people in marketing.
So you can automate a lot of stuff with tools.
- Wow, okay.
That was something I was not expecting to hear from you,
especially, just to position,
wherein an industry like mine,
financial services are all about building a personal brand.
because I can't compete with Fidelity, Schwab,
or any of those big names.
People need to hear the Dominique story
and see if that resonates with them
to see if they want to do business with me.
But you're saying, maybe even not to take away
the personal brand, but just to maybe automate
some aspects of getting that type of content out.
Is that what you're saying?
- Correct, yes.
There are tools out there
that can just crank out content on anything.
And we tested it out.
Like we typed in Quito Lasagna, just random crap,
and you'll be shocked at the quality of the article.
It wasn't good enough to post.
We still needed an editor to go edit it,
but we're just like, "This is automated."
It saved a lot of time. - A lot of time.
- We don't use it, but fast forward two years from now,
I bet you it's going to be good enough
where we don't need an editor, and we can just use the tool.
Now, I'm not saying you can automate everything,
but you can take out a lot of aspects
and have a lot of these tools do things for you
that we would've done manually.
And I think that's what's amazing.
Here's a good example of this,
I have this SEO tool called Ubersuggest,
and you can use a lot of the tools for free.
The majority of the tools are actually given away for free.
And I gave my team initiative for 2021.
See, when people do SEO,
you have to go and modify your code
and type in all this stuff.
And it gets complicated for most people,
and they don't have staff,
or they don't know how to code.
And I gave my team objective,
and I said, "In 2021, I want it
where someone can put a JavaScript;"
just like you do Google Analytics,
you put this little code on your website,
and it tells you how many visits you get
in Google analytics;
and I'm telling them I want people to be able
to put up a little code on their website.
If they're on WordPress or something,
they just click a button, and they install a plugin.
Like, make it super simple.
With Shopify, the same thing.
And do it where that little code can modify
all their other code on their website,
so they don't actually have to make
the majority of their own SEO changes.
So imagine saying, instead of telling your developer,
"Hey, go make all these changes."
What happens if the tool did 60, 70, 80% for you?
100% is going to be tough right now,
but let's say 60, 70, 80%?
You may not get as good results
compared to if you did manually,
but if the tool did the majority of it,
you're better off than doing nothing.
And then you can always have a human go do
the remaining portion that can be done in an automatic way.
And you're going to be better off because you just saved money,
and you did it more efficiently.
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