Today, I’m unpacking a fascinating conversation with Kieran Flanagan, CMO at Zapier and former SVP of Marketing at HubSpot. This discussion centers on Calendly, a scheduling app used by millions, and its strategic acquisition of Prelude.

We talk about the critical role of platforms in product-led growth (PLG) businesses. AI tools, for instance, are seen not as standalone products but platform features. Canva's freemium text image generator exemplifies a platform disrupting the market. Grammarly and Jasper also come up in the context of branding and market disruption.

Distribution is vital for platforms. Calendly's acquisition of Prelude, an HR enterprise tool, is a case in point. Flanagan compares Calendly's potential growth strategy to HubSpot's approach of building individual hubs around the contact record, each catering to different roles like marketing, sales, customer success, and operations.

We also explore the idea of Calendly morphing into a platform and integrating with other established products to multiply its value, for example, Gong, Outreach, Chorus, Jira, Monday, Asana, Dovetail, and Qualtrics.

Lastly, Flanagan shares some intriguing marketing ideas for Calendly, including acquiring a company like Lyre for its distribution capabilities and using Calendly to understand where time gets wasted or lost within an organization, thereby helping to optimize productivity.

About Kieran Flanagan

Introducing Kieran Flanagan:

* Current Chief Marketing Officer at Zapier and former Senior Vice President of Marketing at HubSpot.

* Known for strategic insights and innovative ideas in the tech industry.

* Expert in product-led growth (PLG) businesses and the importance of becoming a platform.

* https://www.linkedin.com/in/kieranjflanagan/

* https://twitter.com/searchbrat

Notes on the product, market, company and challenges

Product

* Calendly = scheduling app used by +10M people, from tech workers to yoga class instructors

* Vision: be THE go-to platform for work and leisure life planning

* Basic explanation: you want to schedule time with someone → all you need to do is share your Calendly, and they can pick a time

* You can set a time limit, charge them for your time, and define time slots

Company

* Founded in 2013 by Tope Awotona

* profitable today

* Valued at $3b in 2020 by raising $350M from investors + Awotona’s life savings

Growth

* Massive growth during the pandemic: 50% Y/Y revenue growth in 2021 (about $85M)

* growing faster than companies like Zapier or DocuSign

* 53% market share in the US

Market

* appointment scheduling market: ~$300M in 2021

* 13-19% CAGR (compound annual growth rate)

* predicted to reach $500-$700M in 2027

* Direct competitors: calendar.com, Setmore, Timetrade

* Indirect competitors: Google, Hubspot, Drift

* Trends:

* big players like Google getting into the market

* remote work = accelerant for scheduling software

* More professions use scheduling software, e.g. doctors

Challenges

* Google entered the market: Google Workspace customers ($7.99) can provide scheduling with their Google Calendar

* 2nd largest calendar app after Outlook, > 500M people

* If Google Calendar was a social network, it would be bigger than Twitter or Snapchat

* Calendly needs to win the enterprise segment

* Calendly needs to build more features for verticals like Sales, HR or Productivity

Context of the episode

* Calendly acquired Prelude

* Predule = enterprise interview scheduling app for recruiting

* Prelude raised $2.4M and has hundreds of customers

* makes it easier to schedule a series of interviews (journey) with several stakeholders without the typical back and forth

* more than just scheduling: provides information to applicants, Interviewer prep, and hiring analytics

On their latest investor day, Founder and CEO Daniel EK presented 6 bets for the future, of which 3 are unknown. In this Tech Bound episode, Tommy Walker and Kevin discuss the 3 unknown bets Spotify might pursue as part of its strategy.

They discuss the importance of infrastructure for live streaming and the potential for an incubator program to help discover new artists. They also discuss the possibility of independent artists being able to provide a Patreon equivalent on Spotify and concert streaming.

SHOW NOTES

Spotify investor day

The Content Studio

The Cutting Room show

TIME STAMPS

00:01:25 - The six bets for Spotify's future

00:02:45 - Live streaming

00:11:15 - An incubator program for new artists

00:16:35 - A Patreon equivalent on Spotify

00:21:45 - Concerts

00:27:15 - Data analysis and personalization in the music industry

00:32:00 - Marketing music in the digital age

00:37:00 - How Spotify could test artists for their potential

TIMESTAMPS

0:00 Introduction

0:50 Fighting injustice and prejudices with e-commerce

7:44 What it's like to start a DTC business as an SEO

10:48 The vision for Afrodrops

15:25 Improving internal search for e-commerce

20:05 Internal search best practices

21:11 The DTC brands and marketplaces that are killing it right now

26:40 The impact of the pandemic on e-commerce

30:41 Growth categories in e-commerce

35:19 The next generation of e-commerce

37:58 The challenge of going from offline retail to e-commerce

SHOW NOTES

https://afrodrops.com

https://lukecarthy.com

https://www.asos.com

https://www.heinz.com

https://www.fast.co

https://www.shopify.com

https://stripe.com

https://www.cnbc.com/2021/02/10/walmarts-use-of-tiktok-will-likely-continue-even-if-oracle-deal-unravels.html

https://www.primark.com

FOR MORE

Subscribe to the Youtube channel

Subscribe to the Growth Memo

Follow me on Twitter

iTunes

Spotify

Simplecast channel

TIMESTAMPS

0:31 How to dominate a category in SEO?

4:01 The best book for promoting your first e-commerce store

6:54 Does Google love Shopify?

8:18 How much can you earn as SEO?

9:54 Do topic clusters still work?

11:04 Joining Shopify

SHOW NOTES

Rory Sutherland - Alchemy

Shopify guide

FOR MORE

Subscribe to the channel for more videos

Subscribe to the Growth Memo

Follow me on Twitter

iTunes

Spotify

Simplecast

TIMESTAMPS

0:00 Introduction

0:53 Marketing Showrunners

4:09 How to come up with topics that capture people

6:09 The top 3 podcasting mistakes

10:34 Jay's formula for good premises

22:53 How much personality plays a role in podcasting

25:53 Bringing an established podcast to the next level

30:26 The best metrics to evaluate podcasts

35:20 What tools Jay recommends to use

37:46 Examples of great shows

39:38 Jay coaches me for Tech Bound

49:44 The Growable Shows course

SHOWNOTES

https://jayacunzo.com

Jay's Book "break the wheel": https://bookshop.org/a/24650/9781544501055

Helpscout documentary Against the Grain: https://www.helpscout.com/blog/introducing-against-the-grain

3 clips: https://3clipspodcast.com/

Unthinkable: https://jayacunzo.com/unthinkable-podcast

Radiolab podcast: https://www.wnycstudios.org/podcasts/radiolab

The moment podcast: https://podcasts.apple.com/us/podcast/the-moment-with-brian-koppelman/id814550071

Working it out: https://www.birbigs.com/working-it-out-pod

Reply all: https://gimletmedia.com/shows/reply-all

Binge Mode: https://www.theringer.com/binge-mode

Jay's course: growable shows https://jayacunzo.com/growable-shows

FOR MORE

Subscribe to the channel for more videos

Subscribe to Growth Memo for more content

iTunes

Spotify

TIMESTAMPS

0:00 Introduction

0:52 The key message of the book Product-Led SEO

3:09 Common misconceptions about SEO

7:37 Getting things done in SEO

10:18 SEO Product Managers

13:29 Should SEO be part of Marketing or Product?

18:18 Is stack ranking projects still up to date?

20:01 How to create more awareness for SEO inhouse

23:18 How to learn from the competition

30:59 Getting better at opportunity sizing

34:54 How much should you invest in SEO?

37:42 The compounding effect of SEO

40:00 The process of writing Product-Led SEO

SHOW NOTES

https://bookshop.org/a/24650/9781544519579

https://www.elischwartz.co/dave-goldberg-the-kindest-leader-i-ever-met/

https://www.elischwartz.co/

https://twitter.com/5le

https://www.linkedin.com/in/schwartze/

https://www.elischwartz.co/product-led-seo/

FOR MORE

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Growth Memo: https://www.kevin-indig.com/

Follow me on Twitter: https://twitter.com/thegrowthmemo

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-podcast/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg&nd=1

In this Tech Bound podcast, I speak with legendary founder Joost de Valk about the importance of Schema for the web, the CMS landscape, and SEO Fitness. You probably know him from Yoast, the #1 WordPress plugin for SEO, but Joost has to offer way more.

TIMESTAMPS

0:00 Introduction

0:56 State of the CMS market

3:38 The rise of WordPress

7:32 The biggest challenges webmasters face today

10:14 SEO fitness and dieting

17:28 How important is technical SEO in 2021?

20:05 The future of rich snippets and Schema

24:39 A fully Schema-augmented web

29:08 Trust and Blockchain timestamps

33:38 What it’s like to run Yoast

36:02 The future of Yoast

37:50 Outro

SHOW NOTES

Yoast CMS market share analysis: https://joost.blog/cms-market-share/

NY Times link rot analysis: https://www.theverge.com/2021/5/21/22447690/link-rot-research-new-york-times-domain-hijacking

(Free) duplicate post plugin: https://wordpress.org/plugins/duplicate-post/

Wordproof: https://wordproof.com/

Schema on Github: https://github.com/schemaorg/schemaorg

Yoast: https://yoast.com/

Twitter: https://twitter.com/jdevalk

All questions: https://twitter.com/Kevin_Indig/status/1382460583564480512

Timestamps

0:32 How does SEO look like in 3-6-12 months when you land a new job/start a new project in an agency vs startup vs enterprise environment?

3:02 Which low-hanging fruit do you spot most often when checking out new sites? Perhaps divide it into small, SaaS (b2b), and large, inventory-based sites.

4:12 If you could go back 5yrs and say one thing to your past SEO self what would it be?

5:24 What is your most complex enterprise SEO project aside from Shopify? And did this project use Shopify? :)

6:40 When you already have your keyword list, and its volumes/organic CTR based LOOSE traffic potential, how do you create estimates/forecasts that are useful vs unrealistic/impossible?

8:42 When SEO traffic is almost flat line with no growth for more than 6 months, what should I do differently, where to go for ideas?

9:51As a startup, Should you first invest in SEO or Paid ads?

11:50 If there’s anything I learned from this post, it’s that SEOs like talking about the idea of SEO rather than actually doing it. Search landscape is always changing, adapt or get out. Time spent complaining is time better spent working.

12:45 How can I grow SEOTesting.com with a bootstrapped budget?

13:56 What areas do you think SEOs do not spend enough time talking or researching about?

14:54 SEO tips every early-stage founder should know!

16:22 If you had to pick one, what change are you/or have you implemented at Shopify that you're most excited about?

17:04 How can you grow in a competitive industry without buying links?

18:32 Where is the industry headed? Will SEO be a thing in 5 years?

19:55 Have you ever tried reverse engineering google algorithms to know how they actually work?

20:54 Where do ideas come from? Can we train our brains to be idea machines (big or small)?

22:00 The most persistent piece of SEO advice out there that you flat out disagree with?

23:14 What leads to a healthy SEO team culture? (And does "healthy" evolve with the company stage/size?)

Shownotes

First 90 days by Michael Watkins: https://bookshop.org/a/24650/9781422188613

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Growth Memo for more content: https://www.kevin-indig.com

Follow me on Twitter: https://twitter.com/Techbound2

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Soundcloud: https://soundcloud.com/kevin-indig

Guillaume Cabane comes on the Tech Bound podcast to talk about investing your time like a VC, building Growth roadmaps, and running experiments. A true master of his craft, Guillaume is the former VP of Growth at Drift, Segment, and Mention, current VP of Growth Gorgias, and advisor to G2, Abstract, Metadata, Madkudu, MonkeyLearn.

Timestamps:

0:00 Introduction

1:23 Be the VC of your time

4:28 The risk-taker and tinkerer mindset

8:57 The first things Guillaume would look at when growing a company with strong PMF

12:18 When to be CAC-efficient and when not

15:16 Building a Growth roadmap

17:32 The master's tools

20:43 EVELYN - Experiment Velocity Engine Lifting Your Numbers

24:49 What distinguishes good from bad experiments

27:47 Creating value where others don't see value

31:36 Guillaume's Zone of Genius

31:56 Teams over Self

32:16 How failure set Guillaume up for success

Show notes

https://twitter.com/guillaumecabane?lang=en

https://www.linkedin.com/in/cabane/

www.kustomer.com

www.madkudu.com

EVELYN: https://airtable.com/universe/expZpCNVlkaoLGNAr/evelyn-experiment-velocity-engine-lifting-your-numbers

Cialdini - Influence: https://bookshop.org/books/influence-the-psychology-of-persuasion-revised/9780061241895

Shackleton - Voyage: https://bookshop.org/books/endurance-shackleton-s-incredible-voyage-anniversary/9780465062881

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Growth Memo for more content: growthmemo.kevin-indig.com

Follow me on Twitter: https://twitter.com/Kevin_Indig

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Soundcloud: https://soundcloud.com/kevin-indig

#growth #growthmarketing #vc

Nigel Stevens, CEO & Founder of Organic Growth Marketing and former Head of SEO of BigCommerce, talks to me about using SEO data the right way, SEO forecasting, and how agencies can provide real value to their customers.

Timestamps:

0:00 Introduction

1:16 How SEOs should think about data

2:53 SEO opportunity sizing

5:55 Translating traffic potential into Dollars

7:16 Slicing traffic forecasts into scenarios

8:46 Forecasting for different business models

11:00 Micro conversions

14:02 Nigel's tools

15:37 Projecting traffic inhouse vs. agency-side

18:30 What SEO agency clients care about

21:38 Client retention for SEO agencies

25:38 What in SEO can you prove with data and what not?

29:37 How to think when working with imperfect data

31:33 Good hypothesis formulation

33:02 How to sell imperfect data to clients

34:48 Planning for the year ahead

36:52 rapid-fire questions

Show notes:

www.similarweb.com

www.ahrefs.com

Nassim Taleb - Black Swan: https://bookshop.org/books/the-black-swan-second-edition-the-impact-of-the-highly-improbable-with-a-new-section-on-robustness-and-fragility/9780812973815

Hotjar: www.hotjar.com

Nigel on Linkedin: www.linkedin.com/in/nigel-stevens-67218068

marketingog.com

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Growth Memo for more content: https://growthmemo.kevin-indig.com/

Follow me on Twitter: https://twitter.com/thegrowthmemo

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Soundcloud: https://soundcloud.com/kevin-indig

Jimmy Daly is the founder of Superpath and former VP of Growth at animals, one of the leading agencies and advocates of content marketing. Jimmy and I speak about being successful at the business side of content marketing, his new company Superpath, and how content marketers can build a six-figure income career.

Timestamps:

0:00 Introduction

0:52 Why is there so much lukewarm content out there?

2:56 What makes content marketing teams successful

6:27 How the best content marketing teams measure their success

9:13 Pitching the business impact of content marketing to decision-makers

10:28 Making room for "the creative" while going driving revenue

14:03 How Jimmy would set up a content marketing strategy for a new brand

15:39 The difference between content marketing for companies with long vs short sales cycles

18:29 What to invest your money in

20:43 The best content marketing campaigns Jimmy has seen

22:53 Outstanding content marketing

25:13 Why Jimmy founded Superpath

28:40 The vision for Superpath

31:20 Hiring content marketing talent

32:54 Building a content marketer career

35:54 Jimmy's content marketing strategy for Superpath

39:47 Rapid fire questions

Show notes:

www.jimmydaly.com

www.superpath.com

superpath.co

www.groovehq.com/blog/100k

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Growth Memo for more content: growthmemo.kevin-indig.com

Follow me on Twitter: https://twitter.com/Kevin_Indig

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Soundcloud: https://soundcloud.com/kevin-indig

Will Critchlow, founder and CEO of Searchpilot and organizer of Search Love, talks about the ins and outs of SEO testing. We also cover how SEO changed over the last 15 years and how curiosity is the key to last a long time in the game.

Timestamps

0:00 Introduction

0:50 How Search Pilot was born

3:13 The basics steps of SEO experiments

6:18 How to pick the right sample size and understand statistical significance

9:04 The limitations of SEO testing

13:21 How Searchpilot creates such great case studies

20:53 The challenges of flawed SEO data

23:15 How exactly Will + Team set SEO experiments up

26:27 The biggest mistake people make with SEO experiments

31:11 Finding good SEO experiment ideas

34:16 How SEO has changed over the last 15 years

40:12 A change of the Google guard

45:54 What keeps Will in the game

Show notes

www.searchpilot.com

www.brainlabsdigital.com

Searchpilot case studies: www.searchpilot.com/resources/case-studies/

"Fifteen Years is a long time in SEO" on Moz: moz.com/blog/15-years-in-seo

In this episode, I chat with Ramli John, onboarding expert and author of the book "Product-Led Onboarding." Ramli shares his journey into the field of onboarding and the importance of effective onboarding for customer retention. We talk about the difference between product-led and sales-led onboarding and the Eureka model, which includes three stages: the aha moment, activation, and habituation. Ramli provides insights into setting goals and metrics for successful onboarding, creating user personas, and the importance of a seamless user experience. We also venture into his process for writing a book and the role of beta readers. Tune in to learn how to optimize your onboarding process for growth and success.

Why onboarding is critical for Growth

Onboarding is critical for Growth because it helps users understand the value of a product and sets the foundation for a positive user experience. Done well, onboarding can lead to increased customer retention and, ultimately, revenue.

5 takeaways about onboarding

* Focus on onboarding as a crucial aspect of customer retention.

* Consider the difference between product-led and sales-led onboarding.

* Use the Eureka model for onboarding, which includes three stages: aha moment, activation, and habituation.

* Set clear goals and metrics for onboarding success.

* Create user personas and provide a seamless user experience in onboarding.

The Eureka model for onboarding

The Euroka model includes three stages: 

* The aha moment: the user realizes the value of the product or service

* Activation: activation is when the user takes action to start using the product

* Habituation: habituation is when the user becomes a regular and habitual user of the product

These stages should be thought of as a journey that the user goes through in order to fully engage with and benefit from the product.

Show Notes

* ramlijohn.com

* twitter.com/RamliJohn

* https://www.linkedin.com/in/ramlijohn/

* Product-Led Onboarding book

Timestamps

02:20 - Ramli John's journey into onboarding and expertise in the field

07:30 - The impact of onboarding on customer retention

11:10 - Product-led vs sales-led onboarding: which is better?

14:30 - The Eureka model for onboarding and its three stages

18:20 - Setting goals and metrics for successful onboarding

21:20 - Creating user personas for effective onboarding

25:10 - The importance of a seamless user experience in onboarding

29:00 - Different types of onboarding teams and their responsibilities

35:00 - The role of customer success and marketing teams in onboarding

37:00 - The process of writing a book and the importance of beta readers

Weekly Finds - Week 48, 2020 by Kevin Indig

Aaron Orendorff is the VP of Marketing at Common Thread Collective and overall Content Marketing and Copy genius. In this podcast, we speak about non-linear buyer journeys, "The Sticking Point", best in class Content Marketing, and "Ground Zero" keywords. This podcast is a legit treasure trove of knowledge for any marketer!

Timestamps:

0:00 Introduction

0:01 Fanboying each other

1:38 What to learn about content marketing from being a pastor and US Army officer

7:08 Aaron's research process for copywriting

10:58 What is "the code"?

17:40 "ground zero" keywords

19:10 Going from creator to VP of Marketing

23:36 Tools to measure Growth

28:10 Where the biggest drop-off along the funnel happens

31:35 Human irrationality in marketing

33:54 non-linear buyer journeys

37:12 Aaron's "Zone of Genius"

42:01 The "Sticking Point:" of content

44:33 Rapid-fire questions

Show notes:

https://commonthreadco.com/

https://www.amazon.com/Breakthrough-Advertising-Eugene-M-Schwartz/dp/0887232981

https://www.verygoodcopy.com/verygoodcopy-blog-4/problem-agitation-solution-copywriting-formula

https://commonthreadco.com/blogs/coachs-corner/ecommerce-growth-strategy-business

https://commonthreadco.com/blogs/coachs-corner/ecommerce-podcast

https://www.iconicontent.com/blog/rejection-and-success

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Tech Bound Newsletter for more content: https://www.kevin-indig.com/tech-bound

Follow me on Twitter: https://twitter.com/Techbound2

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Soundcloud: https://soundcloud.com/kevin-indig

Weekly Finds - 47 by Kevin Indig

Phil Nottingham is the Brand & Marketing strategist at Wistia, a Youtube competitor. In this conversation, I speak with Phil about the power of long-form video, audience targeting, brand building, Shakespeare, and more.

Timestamps:

0:00 Introduction

0:51 Why is long-form video content to important for brands?

5:18 Joe Rogan's success

7:27 Deep musical theory, hardcore history, and tribal behavior

9:31 Distribution of long-form content

12:45 How Phil would grow a brand with video

15:33 Finding and defining your target audience

17:57 Wistia vs. Youtube

23:06 Is Wistia better for SEO than Youtube?

25:40 Phils former live in SEO

31:26 Playing the long game

32:24 What you can learn from music about brand building

33:45 Phil's path to music

36:03 3 quick-fire questions

Show notes:

https://twitter.com/philnottingham

https://www.linkedin.com/in/philnottingham/

https://www.youtube.com/user/MailChimp

https://www.andertons.co.uk/

https://www.bbc.co.uk/programmes/b008mj7p

https://sparktoro.com

https://wistia.com/series

https://wistia.com/learn/marketing/wistia-vs-youtube

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Tech Bound Newsletter for more content: https://www.kevin-indig.com/tech-bound

Follow me on Twitter: https://twitter.com/Techbound2

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Soundcloud: https://soundcloud.com/kevin-indig

Read it here: https://www.kevin-indig.com/weekly-finds-week-46-2020

Get the full notes and more under https://www.kevin-indig.com/weekly-finds-week-45-2020/

Subscribe to get the notes and more content: www.kevin-indig.com/tech-bound

Weekly Finds - Week 43, 2020 by Kevin Indig

This week with "boring niche" link building, making analytics successful in your company, good welcome emails, and the impact of loading the main content first.

www.kevin-indig.com/tech-bound

Weekly Finds - Week 41, 2020 by Kevin Indig

TIMESTAMPS

0:00 introduction

1:07 Amanda’s path from chef to content marketer

5:48 Mise en place in content marketing

6:28 How to write amazing Twitter threads

12:44 Repurposing content

18:52 Powerful mental models

25:53 How to grab attention

30:07 How to find your target audience’s pain points

38:41 How to balance work and family

41:45 How Memes fit into content strategy

45:41 Starting vs planning

SHOW NOTES

Amanda's website: https://amandanat.com/

Amanda on Twitter: https://twitter.com/amandanat

Sparktoro: https://sparktoro.com/

FOR MORE

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Growth Memo: https://www.kevin-indig.com/

Follow me on Twitter: https://twitter.com/thegrowthmemo

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-podcast/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg&nd=1

Simplecast: https://tech-bound-podcast.simplecast.com/

This week with partially indexed sites, search performance patterns, guest posting done right, short vs. long copy, and the entertainment/value curve.

https://www.kevin-indig.com/tech-bound/

Areej AbuAli is the founder of "Women in Tech SEO" and technical SEO at Zoopla. In this conversation, we speak about the goal and background of Women in Tech SEO, the inequality women and members of minority groups face, and how we can change that.

Timestamps

00:00 Introduction

01:36 The story of "Women in Tech SEO"

04:04 How Areej started WTS

06:42 Mentoring women in the SEO space

11:01 The most valuable skill for mentees

11:46 WTS's values

12:58 Judgement-free zones

15:46 The long-term vision for WTS

18:24 The state of women in technical SEO

23:10 Facing conscious and unconscious biases as women and part of a minority group

26:43 Making yourself heard with assertiveness and confidence

29:30 Areej's background and what technical SEO problems she's likes to fix

31:06 Coming from Egypt to the UK

34:00 How Areej sees Black Lives Matter

Show notes

Women in Tech SEO: https://www.womenintechseo.com/

Interview form: https://forms.gle/M3Wa8UNUGFQV17Un7

Areej on Twitter: https://twitter.com/areej_abuali

Areej’s site: https://www.areejabuali.com/

#marketing #seo #womenintechseo #equality

Weekly Finds - Week 39 by Kevin Indig

Christopher Penn is the co-founder/Chief Data Scientist at Trust Insights, co-host of Marketing Over Coffee, and three-time IBM Champion in IBM Analytics.

In this Tech Bound podcast, Christopher Penn lays it all out: the impact of GPT-3 on SEO, what you can do with machine learning and what not, and the tools he uses for the AI-powered SEO process.

Timestamps

0:00 Introduction

0:59 The impact of GPT-3 on SEO

8:46 The AI-powered SEO process

13:04 Using Markov Chains for analytics and conversion attribution

18:25 Tools SEOs can use for machine learning

21:24 Do keywords still matter in an AI world?

28:09 Challenges that come with AI-generated content

36:56 Old knowledge is dangerous

40:32 Decay in Marketing

44:29 Optimization vs. Innovation

47:23 What Christopher is curious about at the moment

Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Subscribe to the Tech Bound Newsletter for more content: https://www.kevin-indig.com/tech-bound

Follow me on Twitter: https://twitter.com/Techbound2

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Soundcloud: https://soundcloud.com/kevin-indig

Show notes

https://www.christopherspenn.com/

https://www.christopherspenn.com/2020/01/you-ask-i-answer-do-keywords-still-matter-in-an-ai-seo-world/

AI-powered SEO process: https://www.christopherspenn.com/2017/11/the-ai-powered-seo-process-inventory/

Marketing over coffee: https://www.marketingovercoffee.com/

IBM watson: https://www.ibm.com/watson

Google AI blog: https://ai.google/

Google co-lab: https://colab.research.google.com/notebooks/intro.ipynb

Quanteda: https://quanteda.io/

Stylometry: https://en.wikipedia.org/wiki/Stylometry

Ethics and Data Science: https://www.amazon.com/Ethics-Data-Science-Mike-Loukides-ebook/dp/B07GTC8ZN7

Aleyda Solis: https://www.aleydasolis.com/en/

Danny Sullivan: https://twitter.com/dannysullivan

Bill Slawski: https://twitter.com/bill_slawski

Simo Ahava: https://twitter.com/SimoAhava

Lunchtime Pandemic: https://lunchtimepandemic.substack.com/

Trustinsights: https://www.trustinsights.ai/

#marketing #ai #machinelearning #seo

Find the subscription and articles on

www.tech-bound.com

Enterprise SEO is extremely tough but there is a guy who figured it out with an $8b company: Jared Gardner. In this episode, Jared shares how he gets things done, how to develop your in-house career, and the difference between agency vs. in-house work.

Timestamps:

0:00 Introduction

1:29 The hourglass-shaped marketer

8:35 Asking your manager for more responsibility

12:50 The transition from individual contributor to manager

15:36 How to teach people skills

21:09 Working on weaknesses

28:15 Agency vs. in-house

33:36 Going broad vs. deep

38:05 The key to getting things done in the enterprise world

45:03 How to evangelize SEO in-house

49:00 Making decisions based on uncommon data

Show notes:

Jared on Twitter: https://twitter.com/digagardner

Jared on Linkedin: https://www.linkedin.com/in/jareddgardner

T-shaped marketer: https://sparktoro.com/blog/the-t-shaped-web-marketer

CXL article by Jared: https://cxl.com/blog/enterprise-seo/

Weekly Finds - Week 37 by Kevin Indig

Weekly Finds - Week 36 by Kevin Indig

Weekly Finds - Week 35 by Kevin Indig

Weekly Finds episode #34

https://www.kevin-indig.com/weekly-finds-week-34-2020/

Eric Siu on Twitter: @ericosiu or https://twitter.com/ericosiu 

Leveling up: https://www.levelingup.com/

Single Grain: https://www.singlegrain.com/

Leveling up NFT: https://heroes.levelingup.com/heroes/

LVMH: https://en.wikipedia.org/wiki/LVMH

0:00 Intro

1:30 What LVMH is and why you should care

6:26 Arnault Bernard’s growth thesis

7:30 Idea 1 = collaborations with big NFT brands

9:40 Idea 2 = cross and upselling between brands

13:36 Idea 3 = insurance as added service

16:36 Idea 4 = product refurbishing

20:40 Idea 5 = attention M&A

27:20 Idea 6 = gaming skins

32:04 Leveling up

33:35 founder skills

35:10 gamifying life

Sam Oh is the mastermind behind Ahrefs’ video channel. Without any prior experience, he “figured out” how to grow it from 0 to 500,000 viewers and 150,000 subscribers! Let that sizzle on your tongue. In this interview, I talk with Sam about

1. Telling stories with videos


2. Growing Ahrefs’ channel


3. Learning by observation


4. Link automation


5. Youtube SEO

Do not - I repeat: DO NOT - miss this one. It’s a treat. A juicy, chocolate-wrapped story of a true Marketer.

0:00 Introduction

2:18 Agency exit

3:55 joining AHREFS

6:39 How Sam made AHREFS’ Youtube channel successful

15:39 Repurposing written content into video

18:37 How much time goes into video creation

19:54 Measuring the success of Youtube videos

24:25 Youtube SEO

29:32 The key to creating better videos

31:02 Becoming a better storyteller

35:09 Link automation

47:40 Who Sam looks up to

Subscribe: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1

Newsletter: www.kevin-indig.com/tech-bound

Twitter: twitter.com/Techbound2

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Soundcloud: https://soundcloud.com/kevin-indig

Peter Mckinnon: https://www.youtube.com/channel/UC3DkFux8Iv-aYnTRWzwaiBA

Casey neistat: https://www.youtube.com/user/caseyneistat

Full contact: https://www.fullcontact.com/

Pitchbox: https://pitchbox.com/

Glenn Allsopp: https://detailed.com/ and https://gaps.com/

Authority Hacker: https://www.authorityhacker.com/

Twitter: https://twitter.com/samsgoh

Ahrefs on YouTube: https://www.youtube.com/channel/UCWquNQV8Y0_defMKnGKrFOQ

In this Tech Bound Conversation, I speak to Alexis Sanders, senior SEO at Merkle and creator of many excellent SEO articles and presentations, about mathematic, the joy of learning, and solving complex SEO problems.

0:00 Introduction

1:00 Getting good in writing as a Marketer

8:00 Having fun with learning

11:07 The technical SEO game

22:02 Alexi’s technical SEO routine

23:33 Exploratory SEO testing for sites

27:30 Going to computer science school

30:36 The Theory of Computation

33:32 A process for tackling complex problems

40:00 Doing as good as you can and focusing on the possible

46:50 How Alexis learns new things

Alexis on Twitter: https://twitter.com/AlexisKSanders

Alexis on Linkedin: https://www.linkedin.com/in/alexissanders/

Merkle: https://www.merkleinc.com/

National November Writing Month: https://www.nanowrimo.org/

Book - Why's guide to Ruby: https://poignant.guide/

Book - How to be good at math: https://www.amazon.com/How-Be-Good-Math-Brilliant/dp/1465435751

Book - How to not be wrong the power of mathematical thinking: https://www.amazon.com/dp/B00G3L6JQ4/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1

2 SEO games: technicalseo.expert, technicalseo.guru

SEER - 55 resources to learn SEO: https://www.seerinteractive.com/blog/the-essential-seo-starter-kit-55-resources-for-new-analysts/

Khan Academy: https://www.khanacademy.org/

Codewars.com: http://codewars.com/

technicalseo.com: http://technicalseo.com/

SEMrush - how to learn technical SEO: https://www.semrush.com/blog/learning-technical-seo/

Mike King Technical SEO Rennaissance: https://moz.com/blog/the-technical-seo-renaissance

What makes people good at Search? Lifestyle business vs. scale - what are the pros and cons? What can you learn from starting a well-established web dev agency? Andy Crestodina and I covered all of these questions and more in this Tech Bound podcast.

Timestamps:

0:00 Who is Andy Crestodina?

1:42 Lifestyle business or scale

4:35 The lifestyle project Andy would go for

6:28 Lessons learned from starting Orbit Media 20 years ago

8:54 Text is weak

12:24 Repurposing content into videos

18:00 Andy’s system for creating tons of content

21:32 The importance of deep work for getting things done

23:55 How Andy got to where he’s at

27:04 What traits lead people to be good at Search

31:05 What distinguishes successful from unsuccessful marketers

34:48 SEO is an outcome

Show notes:

• orbitmedia.com/blog


• https://twitter.com/crestodina


• https://www.linkedin.com/in/andycrestodina/


• A full video about Andy writing a blog article https://www.orbitmedia.com/blog/how-to-write-a-blog-post/

In this Tech Bound Conversation, I speak to Jim Christian, Found and CEO of Advanced Search Summit and Blush Digital, about the crazy link building tactics he pulled off at Head of SEO at Godaddy, buying Sergey Brin dinner, and starting a vastly successful SEO conference.

Timestamps

0:00 Introduction

2:02 GoDaddy’s goldmine

5:22 How to file an SEO patent

8:25 Jim’s way to run SEO at Godaddy

15:53 Godaddy’s famous link penalty

24:02 Widget lnikbuilding still works

31:20 Starting an agency after working in-house

39:27 Starting Napa Search Summit

49:55 The time Jim paid for Sergey Brin's dinner

57:45 Meeting famous people

Show notes

• Advanced Search Summit: https://www.advancedsearchsummit.com/


• 15% coupon code for Napa Summit April 22-24th: "techbound"


• Rosewood Hotel: https://www.rosewoodhotels.com/en/default


• Blush digital: https://blushdigital.com/


• Digital Marketers Community: https://community.digitalmarketers.org/

In this Tech Bound Conversation, I speak with Scott Tousley, Senior Team Lead of User Acquisition at Hubspot, about growing your career in marketing. If you want to progress faster or pivot the trajectory you’re on, this conversation is for you!

Timestamps

0:00 Introduction

1:16 What marketers need to know about career growth

9:09 Building trust with employees

14:38 Creating opportunities for yourself

18:50 Idiot mistakes when running growth experiments

25:02 An experiment with surprising results at Hubspot

33:33 When to pivot your career

Show notes

• Udemy SQL Course: https://www.udemy.com/course/the-complete-sql-bootcamp/


• Scott on Twitter: https://twitter.com/sjtousley


• https://www.reforge.com/blog/how-hubspot-hires-growth-marketers

In this Tech Bound Conversation, I speak to JD Prater, Evangelist at Quora. I was stunned by the depth of transparency JD provides in his answers on Quora ranking factors and the algorithm. If you care about Quora in any sense, you need to check this episode out!

Timestamps:

0:00 Intro

0:51 The job of an Evangelists

3:13 Marketing heroes

9:59 What Marketers get wrong about Quora

14:10 How Gary V and Jason Lemkin crush answers on Quora

18:17 The Quora algorithm

23:45 Quora ranking factors

29:31 Getting Quora ads right

38:31 Are video answers coming to Quora?

41:39 How to use Quora “Spaces"

44:49 Quora = If Facebook and Wikipedia had a baby

50:01 The future of Quora

57:52 JD’s personal goals

60:00 What more people need to understand about Quora

Shownotes:

• https://www.quora.com/profile/JD-Prater

• https://podcasts.apple.com/us/podcast/grow-with-quora/id1462066796


• https://www.quora.com/What-makes-Quoras-ad-platform-unique-compared-to-Facebook-Google-etc/answer/JD-Prater


• https://www.quora.com/At-what-stage-should-a-startup-hire-a-CMO/answer/Jason-M.-Lemkin


• https://www.quora.com/profile/Adam-Fayed

In this Tech Bound Conversation, I speak to Joe Sinkwitz about Influencer Marketing, Social Engineering, and Black Hat SEO. Joe is the founder and CEO of Intellifluence and Digital Heretix, SEO legend, and Influencer Marketing expert.

Timestamps

0:00 Introduction

2:06 Bootstrapping Intellifluence

6:27 How Joe caused the Payday Loan update

8:25 Getting into hacking

10:16 Manipulating opinions with Social Engineering

14:46 How to defend against social engineering

16:54 Online Reputation Management

21:52 Influencer Marketing for dry topics

26:32 The most efficient social channels as of now

27:38 Examples of successful Influencer Marketing campaigns

29:08 Disclosing sponsored posts vs. not

30:57 How to become an influencer

32:40 Writing a book about Influencer Marketing

35:14 The underrated value of communities

39:32 How Joe learns new things

44:41 State of the Influencer Industry

49:23 What SEOs should know about Influencer Marketing

54:44 Bacon Ipsum Wine and Co-Flounder at Napa Summit

58:39 Psychological trigger in social engineering

60:00 Writing children’s stories for education

60:02 Mental clarity from Intermittent Fasting

Show notes

The Ultimate Guide to Using Influencer Marketing: https://www.amazon.com/dp/B077Y2SQ5P

Digital Heretix https://www.digitalheretix.com/

Intellifluence: https://intellifluence.com/

Joe on Marketing Land https://marketingland.com/author/joe-sinkwitz

Joe on Search Engine Land https://searchengineland.com/author/joe-sinkwitz

https://www.inc.com/marty-weintraub/social-media-hackers-reveal-their-favorite-scams-how-to-protect-your-business-from-them.html

Joe on Twitter: https://twitter.com/CygnusSEO

Tech Bound: https://www.kevin-indig.com/tech-bound/

iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659

Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg

Youtube: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g

In this Tech Bound Conversation, I talk with Cindy Krum about Google's Indexing API, Fraggles, and entity recognition with machine learning.

0:00 Introduction

1:23 How Cindy started Mobile Moxie

2:33 The challenge of writing a book

4:47 New Mobile Moxie tools

9:37 The implications of Apple’s App Store scandal

11:50 why Cindy started Mobile Moxie

15:15 Fraggles and how Cindy discovered them

19:33 How to use Fraggles for SEO

24:04 Wordpress Gutenberg and Indexing APIs

38:55 Gary Illyes and Googler statements

44:37 NLP and entity recognition

50:35 Google’s recent indexing problems

Show notes:

Mobile Moxie: https://mobilemoxie.com/

Sign-up on Mobile Moxie: https://mobilemoxie.com/ with the promo code “KEVIN”!

Cindy Krum’s book: https://www.amazon.com/Mobile-Marketing-Finding-Customers-Matter/dp/0789739763

Ted Talk Eat Pray Love: https://www.ted.com/talks/elizabeth_gilbert_success_failure_and_the_drive_to_keep_creating?language=en

Fraggles article Moz: https://moz.com/blog/the-importance-of-fraggles

Jobs indexing app: https://developers.google.com/search/apis/indexing-api/v3/quickstart

Gary Illyes Q&A: https://www.kevin-indig.com/my-notes-from-the-gary-illes-qa-bay-area-search/

NLP API: https://cloud.google.com/natural-language/

In this episode of Tech Bound Conversations, I talk to Bartosz Goralewicz, CEO and founder of Onely, about:

0:00 Intro

01:10 How Americans sell vs how Europeans sell

5:31 How Bartosz overcame his fear of cameras by starting a vlog

16:45 How Bartosz’s mother in law got him to stop caring about his accent

19:58 How Bartosz thinks and works

21:56 How Onely is setup

26:36 The form of meditation Bartosz practices

32:38 Overcoming the problem of finding good SEOs

42:42 Javascript prevents a lot of domains to fully index their content

50:23 The optimal way to optimize sites for performance

59:34 The main developer weapons for page speed

1:00:02 Measuring site speed programmatically

1:00:06 Does google compare site speed?

https://www.kevin-indig.com/tech-bound/

http:s//www.onely.com/tools/

https://twitter.com/bart_goralewicz

https://web.dev/fast#optimize-your-javascript

https://web.dev/layout-instability-api/

https://developers.google.com/web/fundamentals/performance/critical-rendering-path/

https://www.youtube.com/watch?v=LPvpYq0Hwh8

https://www.youtube.com/channel/UCvdOne11PZFXLhbC6pf6p_w

Birtney Muller, Senior SEO Scientist at Moz, talks about Machine Learning, learning in general, elephants, and crazy chess stories!

0:00 Intro

0:54 2 Chess stories and why it’s not like Poker

9:00 What chess and Machine Learning have in common

11:28 How Britney fell in love with machine learning

16:06 Applying machine learning to SEO

18:47 How bad is TF-IDF really?

21:09 Google’s NLP API

25:00 How we can save elephants with machine learning

31:43 How machine learning will take Google to the next level

43:44 What is Moz planning to do with ML?

45:30 The Snapchat thief

50:55 The importance of learning

• https://twitter.com/BritneyMuller


• moz.com


• chess.com


• www.bitly.com/help-the-elephants


• Book: Annie Duke - Thinking in Bets


• AlphaGo documentary: https://www.netflix.com/title/80190844


• Andrew NGs course: https://www.coursera.org/courses?query=andrew%20ng

Timestamps

0:00 Warmup questions

5:27 Important metrics SEO tools can’t provide

10:20 How will Yep make Ahrefs better?

16:35 The biggest bet Tim took that paid off

20:13 How Ahrefs manages to not run out of keywords to write about

22:28 How to decide when to refresh content

27:06 Is SEO becoming more product than marketing?

33:33 Ahrefs most underutilized feature

40:29 How to differentiate from all the other SEO tools

44:15 The future of SEO tools

49:07 Tim’s secret believe

51:22 The place of social media in today’s marketing

56:23 What Tim wishes for the SEO community

In this episode of Tech Bound Conversations, I talk to Malte Landwehr (VP of Product at Searchmetrics, a German SEO platform) about:

0:00 How Germans show their love by forcing foreigners to drink Club-Mate.

3:50 How Malte transitioned from one of the most respected German SEOs to product development

9:20 The SEO agency Malte started that lead to a boot camp in Greece.

21:11 Malte's fake Twitter accounts

26:09 Why Malte wanted to "get out of SEO"

28:36 Being data-informed vs. data-driven

31:47 How Malte and his team came up with a product strategy for Searchmetrics

34:55 The tools Malte and his toom use on a day-to-day basis

41:00 What Malte learned from SEO for Product?

46:55 How SEOs can better collaborate with Product

51:02 Why SEO should be under Product and not Marketing

54:25 How Product can better collaborate with SEO

56:12 What Malte has changed his mind about in terms of SEO now that he's "out"

www.kevin-indig.com/tech-bound/

https://twitter.com/MalteLandwehr

#seo #product #software #saas #techbound

In this episode of Tech Bound Conversations, I talk to Jordan Koene (CEO of Searchmetrics Inc.) about:

0:00 Intro

1:49 The craziest story Jordan has from his time as Director of SEO at eBay

6:41 What Jordan learned from his time at eBay

9:03 Optimizing large sites at scale

11:24 How ranking factors apply nowadays

15:05 How to think about ranking factor studies

18:22 The future of SEO ranking factors

24:07 Increasing diversity in SERPS

28:39 Category-specific SEO ranking factors

www.kevin-indig.com/tech-bound/

www.searchmetrics.com

https://twitter.com/jtkoene

https://www.linkedin.com/in/jordankoene/

https://www.senate.gov/senators/How_to_correspond_senators.htm

Everybody wants to build profitable online businesses but it's tough as nails. In this Tech Bound Conversation, I talk to Nick Eubanks from FromTheFuture about what makes an online business successful and how to build one.

Timestamps:

0:00 Intro

1:17 Where Nick’s competitive drive is coming from

4:18 Nick’s passion for cars

5:49 What cars and online businesses have in common

9:25 How Nick builds online businesses

14:44 The cycle of bundling and unbundling

16:44 What to do with content copy cats

23:25 Using Eventbrite to occupy SERPs with local intent

26:19 What people are missing about keyword research

32:05 Keyword research tools

36:11 Building a data warehouse for SEO

38:04 User Intent changes over time

42:18 The future of TrafficThinkTank events

44:07 The problem with “do follow”

45:45 Using ADHD to your advantage

https://www.kevin-indig.com/tech-bound/

https://nickeubanks.com

https://ftf.agency

https://addhero.com

https://twitter.com/nick_eubanks

https://nozzle.io

https://trafficthinktank.com/

#SEO #nickeubanks #onlinemarketing #onlinebusiness #internetbusiness #keywordresearch

2:06 How Trung thinks about what he’s doing

4:20 Trung’s content creation process

7:56 Working on the headline vs. the rest of a story

8:36 How long it takes to write a Twitter thread

10:02 How to add humor to content

12:01 Standup comedy

14:12 How Trung creates memes

18:09 Elon Musk’s tree trunk theory for building knowledge

21:48 Trung’s book recommendations

24:24 The unique benefit of audio content

28:35 The value of anchor content

31:25 Workweek - a new media company

34:19 Monetizing content

35:23 Shopify and equity

Asml Twitter thread: https://twitter.com/trungtphan/status/1429464889307762688?lang=en

Imgflip: https://imgflip.com/

Mematic app: https://play.google.com/store/apps/details?id=net.trilliarden.mematic&hl=en_US&gl=US

The Prize by Daniel Yergin: https://bookshop.org/books/the-prize-the-epic-quest-for-oil-money-power/9781439110126

Trung Phan Bloomberg articles: https://www.bloomberg.com/opinion/authors/AVrHdCE3O1I/trung-phan

Trung on Twitter: https://twitter.com/TrungTPhan?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

SatPost: https://trungtphan.com/subscribe/

Not Investment Advice podcast: 

https://www.youtube.com/channel/UC3r8rBjnMzsdgYC3b1sziwA