Ethan Smith: evaluation

Transcript context

…This is a great heuristic for just content in general, which is exactly what you want these algorithms to be looking for, so the alignment is there. This episode is brought to you by Great Question, the all-in-one UX research platform loved by teams at Brex, Canva, Intuit and more. One of the most common things I hear from PMs and founders that I talk to is, "I know I should be speaking to customers more, but I just don't have the time or the tools." That's exactly the gap Great Question fills. Great Question makes it easy for anyone on your team, not just researchers, to recruit participants, run interviews, send surveys, test prototypes, and then share it all with powerful video clips. It's everything you need to put your customers at the center of your product decisions. With a prompt as simple as, "Why did users choose us over competitors?" Great Question not only reveals what your customers have already shared, but it also makes it incredibly easy to ask them in the moment for fresh insights from the right segment. Picture this, your roadmap's clear, your team's aligned, you're shipping with confidence, and you're building exactly what your customers need. Head to greatquestion.com/Lenny to get started. Let's give people an actual, actionable plan to start executing on this and winning essentially at AEO. If it's helpful to use my newsletter as an example, how would I show up more often on ChatGPT or Gemini or whatever? Or if it's a B2B SaaS company, whatever's easiest, let's just talk about how to actually do this. First, I would figure out which questions I want to rank for. How I would figure out which questions I want to rank for, I would take my search data. I would maybe take my paid search data, like, "What are my money terms? What are my competitors' money terms?" So if I'm rippling, what is deal.com bidding all their paid search on? Then I would transform those into questions. And actually you can just give those keywords to ChatGPT and say, "Make these into questions," and it does a pretty good job. So take your competitors' paid search data or mine or your own, put it in ChatGPT, get the questions. That's step one. Step two is then track them, so put them in an AEO tracker, in an answer tracker. Third thing would be who is showing up as citations? And then have a strategy for each of those different groups of citations. The third would be make your own landing pages. So what are the kinds of landing pages that are appearing? Is it a listicle? Is it a category page? Is it an article, tool page? Figure out what page type that seem to be showing up the most, and then you make your own page for that. How do you have your page rank? Answer all the follow-up questions. So what are all the follow-up questions that someone might ask? You could go back to your search data and look for groups and themes of your keywords that are in your SEO topic. Same thing for AEO topic. Then on the offsite, so different strategies for each of those groups. And I would say that depending on the company, paying an affiliate to mention you, that's pretty easy if you have the money. So if you want to be the best credit card, you pay Forbes and then you're the best credit card. So that's strategy one, expensive, easy, controllable. The YouTube, Vimeo strategy is also actually pretty easy because there's no community saying, "I don't like your YouTube video. " You make a YouTube video, you do whatever you want. Maybe people view it, maybe they don't, but you can make a YouTube video or a Vimeo video. And the interesting thing with this, especially for B2B, is that YouTube, Vimeo, other video sites, the kinds of things people make videos for are food, traveling, fun, beauty. There's not that many videos about AI-powered payment processing APIs, as interesting as that is, but it's a great money turn. So if you make a video for these really specific, high-LTV, maybe nonglamorous keywords, questions, topics, that's actually a big opportunity. Then Reddit, so I mentioned with Webflow what we did, which is just make a Reddit account, say who you are, say where you work and give a useful answer. That one is a little bit trickier because the community might say, "I don't like your answer." So you can't guarantee that your comment is there, but it is easy, so I would do that group. Oh, and then experiment design, experiment design and seeing what works. So SEO and AEO are both interesting in that the majority of the information and best practices are not correct. do that group. Oh, and then experiment design, experiment design and seeing what works. So SEO and AEO are both interesting in that the majority of the information and best practices are not correct. And the reason why is because people don't do analysis. Somebody will say something and then it will get repeated, and then it becomes best practice and no one ever did an analysis. So you did all the stuff that I just mentioned. Do an experiment and see if it worked. Maybe half the stuff I said works, maybe half it doesn't. Do your own experiment. Most best practices, most blog posts are not correct. So how do you set up an experiment? You get your questions, you turn tracking on, give it a couple of weeks. Make your changes, have a test group, have a control group. Intervene on the test group, make your changes, see if the chart went up, see if the control group did not, and now you know your particular strategy worked. So I would definitely do experiments and I would not assume that stuff you read online is correct. And then you need a team, so who's your team? Probably your team is your SEO team, or your SEO agency or your SEO consultant. Probably, hopefully they can do this stuff, and then however, what I think is hard to hire for is the offsite stuff. So most SEO people are not going to be amazing at creating YouTube videos and Reddit strategy, so you might need a different person for that. That might be a community generalist marketing person. So it would basically be your SEO team, "Please now do Answer Engine Optimization." And then marketing community team, "Please help me show up in more citations."…

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