Everything You Need to Know about Topical Authority by Dave Davies #415

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burrows, owner of eWebResults. My name is Matt Bertram. It is. If you're watching the podcast, you YouTubers out there, you can catch us on YouTube. You'll notice that we have some accessories that may not make sense to you now. We're hoping, yes, spices. No, these are my guns. And Cerevesa. Cerevesa, well, yeah. Yeah, well, you know. And then, like, this is, like. Tasty Waves. This is from Carbock. Well, no, no, no, no, Carbock. Yeah, it's from Carbock, yeah. They're probably pretty upset about that. Yeah, that's true. That's kind of sacrilegious. Sacrilege that we have wine. We have red wine in our Carbock glasses. Actually, kind of cool, Carbock is just around the corner. I don't know how far and wide across the country Carbock is. I know it's, like. It's distributed now, because it was bought by, I think. Anheuser, yeah. Anheuser, yeah. Yeah, there was all sorts of people upset about that. I was excited that the weight and marketing power of Anheuser-Busch was going to be behind a kind of a local brand and excited for that. So, welcome to the podcast. This is going to be another fun-filled edition of our podcast. This is podcast number 415. As always, we have a tip from our previous podcast, which is not here. So, I don't know what. Adam, come on and give the tip. Adam, do you remember the tip? Come on, come on. Come give a tip. Come on. Do you remember? Geofencing? Just make something up. Yeah, make something up about it. Right here in the middle so you can hear in the mics. Give your tip. Yeah. You caught me off guard. Two geofencings. Target your leads. Oh, here. I think it was something along this line. Make sure you hire an expert if you're going to do geofencing. It is tricky. One consideration is actually legal. Yes. Right? So, there are legal considerations depending on what country, city, or state. Not country or

city, but state you're in because we're all in the same country. And we happen to be in the same city here in Houston. Subscribe, follow, boom! Boom! All right. So, hey, I just wanted to start off with this review. This is really cool. Punch in the face to you, Allie Dixon. Right? Punch in the face. This review is, of course, five stars. It says, I'm a total newbie in internet marketing. So, I just started listening to this podcast about two weeks ago and have already gotten tons. That's how I say it when they capitalize it. That's how I say it. Yeah. Tons of value from it. I get tricks and things I can do to improve my website in on every single episode. I just got my free analysis of my website and now have a plan of action on how I'll take over my niche. Wow. Awesome. We gave that away in the free analysis? We need to talk. No, you get a lot of value in that free analysis. These guys really know what they're talking about and I can't wait to see how far my business will grow when I apply all of their knowledge. Punch in the face to you, E-Web results. Punch in the face to you, Allie Dixon. Man, that was really awesome. So, a boxing platypus? Boxing platypus. What do you think about that? I think it's a great mascot for anyone. Okay. Because we were talking about E-Weber. Yeah, yeah. And we were talking about boxing platypus. If you talk about Webb, right? Yeah, that's kind of where we went to it. Did you know that platypuses, platypi, are dangerous? Platypi. They actually have poison spurs. So, Sammy said that they were cute but deadly. Yeah. Our copywriter said they were cute but deadly. The only venomous mammal. The only venomous mammal. Did you hear them? People out of there in YouTube land? The only venomous mammal. Yeah. It's the platypus. So, it's going to be our E-Webers. Yeah, we're thinking about it. We'll have some designs.

Chime in. Send a note to podcast at eweberesults.com. We have the platypus as well. Oh, yeah. If you're going to make a suggestion. Well, let's run a contest of what. What should we call, like, people who listen to E-Weber's podcast? What is an E-Weber? What is an E-Weber? I don't know. Everybody kind of gravitated to platypus. Yeah. I don't know. Well, we consider ducks and then. Because I was like, is that a good mascot? Like, is it. Will it punch you in the face? It'll stab you with its hind spur. Yeah. And spit poison, apparently. Well, no, no. That's the spur. It doesn't sit. Oh, okay. Gotcha. Okay. The spur does that. I haven't done my research. Hey, if you're back. Hey, back on track. All right. In fact, I feel like I need to take this incredibly heavy hat off. By the way, this hat is on because we are going to be running a Cinco de Mayo special. So keep your eyes open for a Cinco de Mayo special. I want some. I want. You know what I want? Maracas. Maracas. Yeah. Yeah. Yeah. I like it. Yeah. We got to get back on track. People are unhappy about. Yeah. People who don't like the potatoes. A lot of focus. So, if you've listened to the podcast before, you may be back because we give you wonderful trips, just like we gave wonderful trips to Allie. Trips. Trips or tips. Either way. You can get five online marketing mistakes that can tank your business and how to avoid them. All you need to do is go to ewebresults.com slash SEO tip. If you're new to the podcast, howdy and welcome. We're going to cover, right now, this is called the potatoes of the podcast. We're going to get into the meat. How to be an authority. And the meat of this podcast is by Mr. Dave Davies. Punch in the face to you, Dave. I like the name, too. Punch in the face. The title is, What is Topical Authority? Everything you need

to know about topical authority. I think it's great. By the way, if you're in a position to, you can tweet or do those kind of social things. Social share button. Go ahead and tweet, hashtag SEO podcast. This is podcast number 415. Tag us in it, at bestseopodcast, at ewebresults, and make sure you tag Dave Davies in it. He's at beanstock, spelled exactly the way it sounds. We'll get into his article when we get into the meat of the podcast here pretty shortly. If you've listened to the podcast before, you know we run a contest. We run that contest each and every week, and yeah, we did get, so good. So the way the contest works is if we get 10 shikos. A share and a like and a follow. If we get 10 of those, like on any one of our platforms, and we get a review, then we skip the section where we tell you how to leave us a review at ewebresults.com slash trust. We skip that until the end, so we'll put that at the end, and also like all of our platforms. So we did get 10 shikos, and we just read a review. So apparently we got a review. Again, punch in the face to you, Allie. So we're going to skip that section. What I do want to do is I want to give some, well, let's do, if you would like a free website analysis, and Allie got it and enjoyed it, right? So she says she now has a plan of action on how to take over her niche. If you would like a plan of action on how to take over your niche, you can get a free website analysis. Just go to ewebresults.com and click the button that says free website analysis, and you will get that. I want to give a couple patiffs, punch in the faces. That's really good. I actually, this is the first time this happens, right? So we've been, since 2009, broadcasting this podcast. This is podcast number 415, right?

I've met people, like people have reached out to us, and I've actually met them in person who listen to the podcast. Awesome. We've had people, and this may have happened to you, right? That has happened in person. People call in, like, I feel like I'm talking to a celebrity because they've been listening to us, and that's very flattering. Really appreciate that. But the first time anyone's ever recognized me in public happened. Now, they didn't recognize me, and you're probably thinking they recognize their voice. They're sitting behind you. They didn't recognize my voice either. He actually came up, and he was talking to my wife, and I were at an event in Dallas this last weekend, and it was like, yeah, my name is Chris Burris. I introduced myself. He goes, that sounds really familiar. And then so we were talking, and he handed me his card, and one of the line items on his card was marketing, right? And I was like, hey, I'm the host of the most popular internet marketing podcast on iTunes. And he goes, that's how I know you. And I was like, that was really cool. So he wanted a picture with me as much as I wanted a picture with him. So punch in the face to you, Wes Smee. Yeah, it was great. It was great making contact with you. Also, we've got to give a big punch in the face to Brian Lobig. Yes. He is with LobigInc.com. So if you're in the Maryland area, and you really want to work with somebody close, and so you kind of rule us out because we're in Houston, I highly encourage you to use Brian Lobig. We've actually done business together. It's L-O-E-B-I-G-I-N-C.com in Maryland. Punch in the face to you. He wrote a really, like, just amazing review. It's a long, really, it's an article about our podcast, and mentions you, and mentions kind of previous podcast hosts, and the meat, and the potatoes, and all of this. And yeah, punch in the face to you. So really

good. My only little news, you know, Mark Zuckerberg, right? Yeah, he's been all over. He's been doing it. The most troubling takeaway from two days of congressional hearings on Facebook, Inc. was this. Mark Zuckerberg didn't want to explain how the social network operates. Yeah, not a big surprise. It's troubling, right? What's interesting is we've already seen some shifts in what we're allowed and not allowed to do. You used to be able to grab some really great audiences and import them to Facebook, and now you cannot do that. And that's since he's been testifying? That was like the week before. Yeah, so a lot of stuff. He was preparing for the testifying. Yeah, I think that there's a lot more changes coming. I mean, he is to the size of a monopoly. Yeah, yeah, absolutely. Like Microsoft, when they broke that up. I mean, who knows? Google could be next, too. But you never know. And then the next piece of news, Facebook suffers celebrity exodus as Zuckerberg acknowledges the hashtag delete Facebook trend. Yeah. Elon Musk. There's a few others. Some pretty heavy hitters. Yeah, yeah. That's it. Unless you had... Did you have any tips or anything today? No. All right. I'm just coming back from vacation. That's true. He had a good relaxing... He came back on Monday, and we literally, we talked for like an hour and a half, right? Kind of plans. It was like, you did get well-rested while you were gone. We got these plans of action. So, it's been a really exciting week this week here at E-Web Results with all the E-Webers. All right. So, what is topical authority? We're going to tell you everything you need to know. And this article is by Dave Davies. Again, you can reach him on Twitter, at Bean Stock, right? So, topical authority, as many of us think of it today, will die. And with its enormous resources that went into developing it for its sites. So, I want to save this for the end, because that's interesting. I mean,

but you want to write an article that's polarized, right? Because it creates... Right. So, a lot of us, especially kind of in the sales arena, we're always taught to try and get yeses, right? So, let's be in agreement. And I don't remember what particular speaker I was listening to. Split the difference? Well, so he was really good, right? And he said, let's focus on no. So, there was one particular speaker, and I think it was at an Action Coach event, who pointed out, like, no interesting conversation ever happens with agreement. Yeah. Right? So, I'm like, hey, Zuckerberg's a jerk. And you say, yes, he is. Oh, we're in agreement. Hey, Bill Gates is a genius. Yes, he is. Like, there's no conversation there. So, yeah, you know, this is some of it. But he has an interesting point. So, I really want to talk about that, and we'll push that towards the end. So, you may be wondering, what is topical authority? Because the title of the article is, what is topical authority? Everything you need to know. Topical authority is a perceived authority over a niche or broad idea set, as opposed to authority over a single idea or particular term, right? So, I wanted to give you the example. So, let's talk a really good example. Say you have a website that's about different websites, right? Okay. And one of those pages that's about different types of websites or things you can do on a website is about branding a website. Okay. And then let's talk about another website entirely. So, I know we're using the website analogy. It could get a little circular here. But this other website is entirely about branding, right? And one of their pages is about branding on a website, right? So, very similar content, but if you're looking for content about branding a website, you're probably going to get better results because branding encompasses so many things, right? You know, there are branding experts out there who will charge large amounts of money and come into your

office and, you know, interview all the C-level people and, you know, come up with this whole branding strategy. And by the way, we do proposals against those types of companies and they like ask, so why should, you know, I've got this branding company and branding is so very important. Yes, it is. And I've got you guys who are pitching this. Why should I use you guys? And I give the example, say, look, listen, if you really want to build a sexy brand that you're going to sell in five years, we might not be the company for you. If you want business in six months or sooner, right? But really quickly, direct response, get great SEO placement, then you probably should use this, oh, and by the way, there's nothing sexier than lots of business if somebody's going to buy you out. Okay, so what is it? What is it? Buy, aim, fire, what? No. Yeah, ready, aim, fire is the normal. Ready, fire, aim. Yeah. That talks a lot about building a business from zero to one million. Right. And if you're in that phase, sell, sell, sell, you know? Yep. And so that's the most important thing you need to be doing out there. So branding has all of these topics, right? So, you know, how your customer service answers the phone is part of branding. How does the invoices that you send out, that's part of branding. Of course, how your website looks, how you tweet, how your Facebook page looks, all of those things are part of branding. And branding on your website is one topic of that. So it's probably that the person with topical authority, when you're speaking of branding website, right, a website and how branding intertwines with it, is the branding site, not the site that does lots of websites, right? Whoa, goodness. That was a good example. Just confusing. I got lost. Yeah. I went through that. Yeah. Because there's lots of websites. Hopefully, you've got that. If not, then Dave Davies has another example. Well, I've

actually never really heard the term topical, right? Right, right. I've heard like subject matter expert. I would say one of the best ways to explain it, in my opinion, is you can be an expert at something, right? And you can know a lot about something, but to be an authority means you have influence, right? Or to be a topical expert means you've got more than just like one particular. Yeah. So you're in a whole like area, yeah, a whole area, you know everything there is to know about branding, front way and forwards, or whatnot. Right. Instead of just like on how to do it on a website, potentially. Cool. Yeah. Yeah. Go read his article. It's a good article anyway. So next, why should you care about topical authority, right? So if my example wasn't confusing enough and you followed it, you're like, okay, well, is that really that important? And Dave gave four reasons. He said, when people are looking for places to reference, to link to, or socially share, it will be you if you have this topical authority, right? When users are looking for answers to their supplemental questions, they will remain at your site and not be forced to go off of your site. When Google is looking for answers to a question, you will have the answer to the question. And when Google is determining if additional information to meet users' intents, you will have that covered as well. So again, that website that's all about branding, like if I'm asking about how do I brand on a website, I might be asking, how do I brand in PPC? How do I brand in social media? What are the sub areas that you would say of branding? So if branding is like the overall, like overarching theme, it's like the sub areas underneath that. Right, right. Right? Exactly. So when you go down this path of, hey, how do I do branding on a website, then what's my next question going to be? Okay, well, great. Yeah, I need a

logo, right? That's going to be part of it. So you might want to talk about branding and a logo, what goes into a logo. Okay, I like that. I'm going to talk about how do I powerfully use pay-per-click, right? And include my brand in pay-per-click. Yeah. How does, do I SEO, so there's, yeah. And if you stack kind of all those silos next to each other, now if you have the overarching theme of branding, you become a topical authority. Yep. Boom. Absolutely. All right. So basically, it does all the things you want to have topical authority, right? Okay. And so the example he gives is more pages capturing more keywords, attracting more links, and improving rankings. I put in, you keep people on your site, right? So again, if I came there because I'm looking for how to brand on a website, and then I'm like, well, my next question is, you know, well, what should my logo look like, or what am I going to do with PPC? So I guess, you know, even from Google's standpoint, are you answering the question that people are seeking when they come to your website? One of the things, actually, to side note real quickly, I know we've gone all over the place, but I've been doing a lot of stuff on usability lately. Right, right. And really- Website usability. Website usability, UX interface, that sort of thing. Right. And one of the things you really want to think about is, okay, what question are you answering? What place in the customer journey are they in? And then, you know, you might want to have a mini FAQ, right? Of some different things, some links to other sites, and then even have something at the bottom, which I really would like to implement this for us as well, is, did I answer your question? Oh, yeah. And if no, then ask it. Yeah. Yeah. Yeah. Yeah. That was why you should care about topical authority. Topical authority, I'm going to put it together in one word, how

to build topical authority. So, at its root, topical authority is about content, right? Yeah. How many relevant pieces of information and users' questions have you covered? Again, right? So, I've come in under branding and how to brand on a website, and then I've got other questions. So, he goes through this exercise, how to find the questions users are asking. So, yes, I want to write this page about website branding, how to brand on a website. How do I figure out, and if that's our focus, how do I figure out what additional questions prospects, customers, visitors might be asking, right? Yeah. And so, he gives a couple examples. Lean on the keyword data, right? Sure. If you're running pay-per-click campaigns, you're able to get keyword data. If you're just doing organic, then you've got to extrapolate that data. You can use Google Webmaster Tools to figure that out. There's tons of tools. SEM Rush does a really good job of what's showing there. WorkFinder, iTracker. Yep. There's tons of stuff. You can ask your sales and support team, what questions do they get asked on a regular basis? Those are the kind of questions that your prospects and visitors are going to want. Or even interview your clients. Interview your clients. Or do a survey or anything. Did you cheat? No. Because the next one is ask your clients. I really didn't either. You do realize you're supposed to cheat. So, then you're like, just keep on. There's more sources of questions you draw. The more sources for those types of questions you draw on, the better. He gives Answer the Public. By the way, you can go to answerthepublic.com. I think it's answerthepublic.com. It's pure gold. Yeah. This is awesome. It's really cool. There's really cool images. They break down the questions into all sorts of who, what, why, when, where, how questions. And if you're listening to this podcast or watching this podcast and you didn't know about Answer the Public, you've gotten your one golden nugget. It's been worth it right there to

know about that side. That's the pro tip. That's the free pro tip, right? Okay, so now, especially you look at this in his particular article, and for those YouTubers, I'll kind of hold this up. You can see this is like a spider graph. There's probably a better name for it. Spider graph. Yeah, so this is like a spider graph of different questions people might have asked in this particular case about widgets. And you can see all of these questions. And then you're like, okay, well, if I'm going to start creating content for these, you do need to take some time and figure out, by the way, this is not in the article, which articles do you want to cover first? Like, so do some keyword research, figure out which terms get more traffic, which questions get more, get, get asked more often, and then start your content. And then even look at what areas are not as competitive. Right. Right. So, that still have good volume. So he, his next kind of headline is, so I just need to create content, right? Because I keep, you keep talking about content and the key, even just what you mentioned, Chris, was about keywords and then making sure that you're focusing on the right content. I just need to make, make content, right? Yeah, yeah. And the answer is yes and no, right? So just making more content isn't going to get you there, right? So humming, since the hummingbird update in 2013, Google has been improving its context and relationships between words. You think about RankBrain and how, how, how accurate it's getting at determining the content and the quality of the content. So we're not just talking about content. We're literally talking about the answers. So what I want you to remember is, at the absolute core of it, Google wants to maximize the probability that the result they send to a user will fulfill the intent of the search when they search. Yes. I believe an easy way to say that is, as long

as you're making the Google user happy, Google will look favorably upon you. So basically produce the content and the answers to questions people have about the topic. He does throw in here, and that's why I highlighted it. It's best if it's in various formats. Yes. Right? So if you can put it in a, in a, in a, in a YouTube video, and that could be a YouTube video just with your phone. It doesn't have to have super high production value in order to be valuable in the space. It can just have images, infographics, right? And then of course, text. Yeah. I mean, one of the things that we're exploring with the team here is targeting the different DISC profiles. Right. Right. And some people want to, 30%. So if you're not familiar with DISC, right? It's a personality profile, D-I-S-C. And it kind of breaks down how people tend to communicate, whether they're extroverted or introverted, and whether they're kind of task oriented or people oriented. And like how, how they, how, how you would want to interact with them, what kind of information is important to them? Is it the relationship? Is it facts? You know, um, one of the interesting stats out there is like 30% of people will go immediately to the search bar. Like think about walking into Home Depot. Oh, when they land on a webpage. Yeah. They don't even start searching this menu. They just like. Yeah. They, they, they go there. Um, or is it, is, is it delivered form and facts? Is that impactful? Right. Right. Is stories impactful? Do they, would they rather hear, hear, listen to it, look at it, uh, watch it? Like, you know, what, how do people consume information and everybody consumes information differently. And so you want to kind of try to target those different segments. Um, there's a big debate out there about long or short content. The reason long wins is it hits more, uh, of those disc profiles. Yeah. So, well, and you, you're probably answering more of

the questions. Yeah. So disc profile and more of the questions that, that they're probably looking for answers to. So, uh, all right, good. So, uh, but what about links, right? So we're SEOers, we know whatever, at least 40% of the value in search is coming from links. Um, and, and he suggests, Dave suggests, uh, that authoritative and high quality content and answers will naturally attract links. We know what won't attract links, useless, disorganized, hard to read content. That's not going to attract links, right? So when you're writing good quality stuff that maybe has a video, maybe has an image associated, maybe even has an infographic associated with it, it's going to naturally attract links, right? Stuff that answers questions. And yeah, absolutely. Right. And, and, and it's interesting because I can tell he's been in the business for the long time, right? And he has, uh, he says by old fashioned processes, he says, uh, it simply means seeking out links for topical and or authoritative sites. Not that you should buy into a blog network or reset the old form profile activation spree. You might have found yourself doing in 2002. That still kind of works. It may not want to, you may not want it to be your focus like it was in 2002. It's a tool in the tool belt. And so he says when he's looking for topical relevant links, he tends to look in two places. Um, and those two places are in the rankings. Okay. Where else? And then in the rankings. Oh, okay. Right. It's kind of like the real estate was important in real estate. Location, location, location. What's important, uh, when you're trying to get links first, like trying to find good places to link to you, the rankings, the rankings. So it finds opportunities. Um, so yeah, so try finding opportunities to get links on sites that wink rel for the same phrases. Right. And then he says there's tools out there, right? There are tools out there, um, that will allow you to compare

websites that maybe are linking to relevant content, but aren't linking to you or your competitor. And so if they're not linking to your competitor, but they're still relevant, you might still be able to get some good links from, from those websites. So I like it. All right. Keep your eyes open for opportunities to get involved in community events, sponsorships, niche press opportunities, and anything else that Google's going to like. Uh, I mean, do you want to talk about how we donate a certain portion of our time to charity? Yeah. So it's a, it's company policy that we donate 5% of company time to a charity. Um, we're actually going through a little shift in that process right now, uh, because it had always been my vision to, you know, it's a great bonding opportunity. If some of our customers have like a really focused charity and we can donate that time to that particular charity. Right. So, so it serves both multiple purposes. Um, and then the kind of the team was like, you know what, uh, if we spent 5% of our time and did it on internet marketing for the charity, for a charity is probably going to have a lot more value. And we have a, there's a multiplier in our expertise that gets applied, uh, because we're doing that. So that's, that's our kind of current process. Give back to the computer community. Very important. Um, all right. So here is his bad news about topical relevance. Uh, he says it's a short term fix. He says many will disagree with him. Uh, he's hoping he's wrong because he's already said in the article, he's already pumping lots of effort into kind of topical relevancy and probably creating these, uh, publishing schedules so that you can build out a website so that it is topically, uh, relevant, right. Or, or the topical authority. Um, but he doesn't, he, he just doesn't think it's going to last wrong. And here's why he says like, so Google has gotten better and better with

the knowledge graph of just answering your questions. Right. And that's going to get stronger with the Google home, right? So when you're answering questions, right? So when you're at your computer, you can ask a question and great, you got 10 results and you can kind of spot check and figure out which one works when you're talking to a Google home device, that's not an option. You need Google to tell you the answer. Okay. And so what he says is if, if, if that's what's going to happen, right? So you become topically, uh, relevant. If you become, uh, the topical authority and you've got this content that's out there and somebody asks a question and in this knowledge graph, that's right there at the top is their answer. Then it's going to diminish the value of having, of being the provider of the answer. So I get it. Right. It makes sense at the same point. Like those people who are in the knowledge, like when, when we got our first client in the knowledge graph, we're like got up and everybody in the team's dancing, running around the office. It's like, we're in the knowledge graph. Right. So it's valuable. It's really valuable, especially when you want to be like, if you're in the knowledge graph, you are the topical authority. Yeah. Right. And so depending on where you end up in the knowledge graph in terms of the sales process, so are people thinking they might have a problem or people realize they have a problem and are looking for a solution, being in the knowledge graph is going to actually be more valuable. And so pursuing that and ultimately having, uh, the top topical authority is going to be even more valuable is what I would argue. I don't know. I can, I can see where he's coming from. Yeah, me too. You know, I don't totally agree with everything, but, uh, as we don't have to, so you did do your homework, you did cheat. Good. Well, like, I mean, I, I,

I looked at the headlines and he does, he does say, so perhaps death was a little bit strong. Right. So again, he's kind of no good conversation starts with agreement. So, I mean, if, if you're looking at it from the paradigm that you're in your own home and you're asking, um, AI, what the answer is to something, I can see where, where that would be the case. Right. Now, uh, is that going to be what percentage of all searches? Right. Right. I, I don't know. Uh, I know that, uh, Google's like one channel, okay. On the internet. Right. Um, there's tons and hundreds and more continuing to be social channels. Well, even Google, and we were talking about this earlier today, has multiple channels within Google itself. I mean, they're, everything's like a different channel. So, um, I mean, I, a lot of stuff I've been reading too, um, that I'm more in support of and it's funny that Facebook's kind of, you know, where it is, but Facebook's becoming people's new homepage, right? Like when they go, when they go to the internet, they're going to Facebook, right? And then Facebook has, uh, search abilities within that. Right. And so you're using reviews, but you're also, but what are reviews? Reviews are, uh, something in lieu of not having a recommendation from a friend. Right. Right. Right. And so people want to see what their friends are doing. There's always going to be influence. Right. That's going to be created. And a lot more searches are done on other platforms besides Google search and the percentage of people that are just going to ask their AI in their home something. Right. I get that. And I actually have a whole book coming out on how to build yourself as an authority. Right. So I, I would probably take the other side of this argument, uh, to, to a large degree. Right. Right. So. Yeah. And not just cause the book. Well, yeah, just cause the book. No, I wrote on something that I believe

is the future. Not something. Yeah. And, and, and I'm there too. And he is too clearly right. Like perhaps death was a bit strong. I think, I think what, what, what ultimately this means is just kind of what I said and what your, your book is about. Almost done with it. Uh, reading it. Um, I just need someone to write the foreword. I will write the foreword. I feel like I need to finish the book. I feel like I need to cheat before I write the foreword. Um, is, is, is that it just becomes even more important to be the authority. Right. And you use that, you use, you use that in your book where I'm not talking about being a authority or an authority. I'm talking about being the authority. Yeah. So, all right. So in the end, he's going to cast away topical authority as something to pursue. No, you just shouldn't throw it away. Uh, it works incredibly well presently and the changes coming are inevitable. Okay. I think there are, yes, changes are inevitable. I'm not sure it's like these changes. Well, so, okay, so, uh, quick story, like, uh, so living out in Florida, uh, when I was at A&M, uh, graduated, they didn't have the thing called Redbox, right? Right, right. It was right kind of before that there was a bunch of different, maybe they did have Redbox, I don't know, but I moved out to, to Florida up in the panhandle. There was none of these, uh, like DVDs that you can go rent, like a Redbox, right? And so I was, uh, really thinking about setting those up. Right. Right. And, and, and being the distributor for those with my entrepreneur mind. Right, right, right. And, you know, my mom working at Microsoft. By the way, you, you, you, you probably shouldn't put the fake quotes when you say entrepreneurial mind about yourself because it's clear that you actually do have the entrepreneurial mind. Well, so I was having this debate with my mom who Microsoft's

whole goal was to have a personal computer, like in the phone in someone's hand. Right, right. They were actually in someone's living room all the time. She was like, we're going to be streaming stuff so soon. Like it's going to be out of date before you even get it going. Right. Blah, blah, blah. Look at like Redbox. Yeah. You know what I mean? And I was like, I could have had distribution. Yeah. Because it's still going well. Like there's. Yeah. So, so I think that these changes are moving in that direction, but I've also read there's about a 20 year, 20 year. Right. Lag. Lag between what humans are able to like realistically, like there's going to be early adopters. Right. But as, as the whole of humanity moves forward, there's about a 20 year lag with technology because it's just, you know. It's going so fast. It's going so fast. There's going to be that bell curve. I don't want to get rid of my flip phone yet. Are you saying I have to get rid of my flip phone? I do know people that still have that and pagers and someone had a BlackBerry. Do you have to crank them? Somebody had a BlackBerry and I was like, I didn't even know. Does it even work? I was like, do they make those still? It's like a company. Does the network receive the signals from that device? It's moved on. Yeah. Yeah. Very cool. All right. So that is the meat of our podcast. So if you like this podcast, we ask you to share the podcast with say three people. We would really appreciate that. If you're looking to grow your business with the largest, simplest marketing tool on the planet. The internet. The internet. Call eWebResults for increased revenue in your business. Our phone number is 713-592-6724. We would very much like for you to leave us a review. Trustpilot is our review destination of choice right now. So go ahead and go to eWebResults.com slash trust. And that'll take you

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