Video SEO & GEO Release | Launch Webinar

Hello everyone! Hi everyone, welcome to this webinar on SEO, on GEO and a bunch of other things. And today at TwentyThree we're launching a set of new features that will hopefully address how video and particularly even how webinars and players and spots work in this world. So we've been extremely excited to sort of come and not only talk about the potential of sort of both the urgency of addressing the needs in this new search world that we're seeing, but also how we're going to do that within Twinfree. We've spoken to a lot of customers, a lot of people that are professionally working either in the video space or in the SEO space. For the last months to make sure that we roll out the right feature sets. But today is the day where we are making this available to all customers. So thank you so much for joining us today. We have a packed program for you. First of all, I'm Stefan. I'm one of two co-founders here at Twinfree. I spent my day building product and heading up a bunch of the efforts on our engineering and operations team. So I've spent the last 20 plus years building web around video, around webinars, around webinars, and all the tools and everything that ties into that. And certainly we're coming back today on maybe an old craft that is becoming a new craft with search engine optimization and optimization for AI answer engines, generative engines and so on. So it feels like a lot of that experience of the last 20 years will serve us well, but also call for a renewal of how we address all this stuff. Later on, you'll hear from Andre, who's the founder and startup. He's the founder and strategy lead at PageRadar. If I say I've spent a long time in the trenches of the web, Andre has spent even more. And you'll get to hear from him talking about both the craft of SEO and everything that's changing in the landscape. And we also have our head of client strategy, Dan, joining us to announce some of our new efforts and some of our new best practice guides on SEO and GAO. All right. So much for introducing what we're going to do. And also why we're excited about doing it. This is a webinar. And if you're a 23 customer, if you've ever sort of been interacting with 23 before, it's not unlikely that you've seen one of our webinars or even hosted a webinar on the 23 platform. So the hosting becomes easy. You know that you can say hi in the chat. You can ask questions. You can find handouts later on. And you can do all the things that you would expect both from a 23 webinar tool and from a webinar tool in terms of engagement. So I need to make sure that I'm pointing in the right way. The production team is saying we're very excited. I pointed to the chat and to the question exactly right. But if you have any questions along the way, if you want to say hi, this is the place to do it. We'll have time to talk both about the practice of SEO and GAO and some product questions down the line. All right. So let's get going. A few weeks back. We hosted our annual customer and video event at the DR concert hall in Copenhagen at the 23 summit. And one of the things that we do for those big events is we get a lot of people in the room. We had more than a thousand people joining us for two days of everything about video, the craft of that, and also how that ties into exactly what we're talking about today. So two weeks ago, actually to the day, we were standing on a stage and announcing a lot of the new features that are upcoming in 23. We spoke about our startup programs, about our webinar framework, but we also announced these new features that we're releasing today on SEO and GAO. This actually means that one of our deadlines for everything we were doing here was to have all of our new releases announced on stage at the summit. And then we're sort of coming back to work afterwards and realizing that we have four major releases going out in June. And today, Mark. The first one of those today, we're launching a video SEO and geo features, but actually a lot of the other things that we announced at the summit are being worked on in the background to make sure that we have the webinars and the cases and the urgency of bringing that out as well. So you can expect more to come in the next few weeks on a GENTIQ video, our new webinars release and the studios release as well coming in the next few weeks, which also means that we've sort of been busy leading into summit. Yeah. We haven't really talked about it yet, but the really exciting thing is not talking about it, but actually getting to a point where we can demo it and start seeing customers use it. So why are we standing here to talk about SEO? It might be, as I said before, is one of those kind of old crafts that maybe have been a bit forgotten over time. But one of the major things that have happened just in the last month or so is that, well, videos and webinars can lead that change from not just being about search engine optimization, but optimizing for answer engines and for generative text and gen AI. So SEO is truly becoming a GEO. And in the middle of May, Google announced their biggest change in more than 25 years from search to AI search, essentially kind of moving from the old search box that you've known forever to asking Google, to having AI moats that would be much more about sort of giving answers to your questions instead of listing a long set of websites that could be be visited. And that's mirrored by AI answer engines having 9 billion monthly visits and just a billion plus weekly users of chatGVT. And it sort of creates this shadow world where there's a lot of the video that you're producing when we're tracking most of the websites that are sort of built on a modern stack, we see that more than half of the engagement on a website is driven by video. But video can be extremely invisible. Like video is actually hard to index. Video doesn't necessarily scream saying, like, I know about this, these are the answers. So as search is turning from being about finding a page that you can visit into being much more about indexing and citing and reusing the answers from that, video is either a very invisible part, or it can become your superpower in actually making sure you have the right content that these engines are looking for. So short version search is changing. This is the case and has been the case, if not for years, then certainly for the last year or so. The recent Google change is one very, very visible version of that. But the move in chatGVT and cloud and perplexity and a lot of these other tools, are clear manifestations of that. And the challenge for all of us as video marketers and webinar marketers is to make sure that our videos and webinars can lead that change as search is moving on. And it's in that context that we are proud to release the SEO and GEO features of 23. So there are three parts of it. We'll talk a bit about SEO, we'll talk a bit about GEO, and then finally we'll talk about enrichment. So let's start in the simple place. So today, we're launching a whole set of new tools that allow you to turn SEO on 23. It basically means that with the SEO turned on, every piece of content, every video, every webinar, every spot, every player will now carry all of its context to make sure that search engines will not only find a page, but they'll actually find full sets of information to be able to do full research result videos and search result pages, and actually show all of their tagging results. ideas are not just that there's a page, there's a video, but also what is actually in that page. This new set of tooling is a full -on revamp of what we've done before. It leans on a lot of the known technologies that have been present in the space for the last maybe even two decades, but really supercharges how all of the content around the video, whether that's a transcript or chapter or thumbnails or trailers or full speaker bios for webinar, how all of that is made available for search engines. To really make sure that we not necessarily just say, well, it happens behind the scenes, but actually allow people to know how well they're doing and optimize how a webinar, webinar series and everything around that is optimized for search, we're also introducing new visioning tools. We're also introducing new visibility in the product for that with the new search readiness cards. The readiness cards are pretty simple. It means that every time you see a video, every time you see a webinar, in fact, pretty much every piece of content in 23 will now tell you how well you're doing on search, how well are you doing on GEO. Is the video published, ready to be indexed? Is it not published yet? And then all the other things that go into it. Is there a good title? Is there a good description? Do I have video transcripts? Have I set up chapters and so on? So it means that now you can get a full score for all of your content in 23 and you can also see what's missing. So when you look on a webinar, for example, you'll see that you could actually be doing better by adding a trailer video to this webinar or by filling in full speaker bios for the speakers that are going to be in your web page. All the simple things that have been available and that we know we should be doing, they're now subtly hinted at in order to get you from basically from 78 in this particular case up to 100. To fill in everything that's happening. This obviously ties into the product in a way where you can see everything that goes into the page with a subtle hint to know well this is scoring pretty well, and you can open up a detailed drawer that will allow you to work with all this content including knowing essentially what is missing, how will it look when Google or any other search engine sees it and you can optimize content for SEO as well. So you can optimize content for SEO as well. You can still have a title and description that's for a video or for a webinar. But if you want to optimize further and have dedicated summaries or names for content just for search engines, you can do that. You can also say, well, actually, this is findable on the Internet if I post a link. But I don't want this to be indexed by a search engine or by an answer engine. So you get full control of that as well. So that is for sort of the individual piece of content. But you can also see how you're doing across the board to see your library health. How healthy is your full library of video? What actually needs work? And what are the critical parts of this? So these are simple new features that put SEO and GEO front and center when you start working with videos and webinars in 23. On top of that, it's worth highlighting that this is not just about sort of a single video or a single webinar. Rather, it's for all the content that you're putting into a page. So make sure that not only do you have sort of a single page that's findable, when you publish a video section or webinar hub with 23, we actually take all of that data, all of that information, all of those pages, whether that's a category page or a speaker page or a listing of search results, and make them fully indexable by search engines, also by answer engines. We'll get there in a second. But with the video sitemaps, with the state of the art technology, we make sure that all of the information is being filled to the users there, or to the search engines that are finding those pages. A few things I want to highlight that we really made sure actually goes into play here. All of the information that comes with a video or webinar follows your player around. So this is crucial. So obviously, you'll have your video section for all of your videos to be discovered. You'll have your webinar hubs to show both the webinars that are on demand and the things that are upcoming, all of your series. But when you embed a video on your site now, everything that is known about that video, all the chapters, the people that are in the video, the full transcripts, and every piece of information you've added for SEO will now follow your player around. So it means when you grab an embed code from 23, well, the context is going to be there, ready to be found. You can control whether the... the player optimizes traffic to come back to the page that it's on, or whether it optimizes content to lead back to your video section. This is crucial, and it's a major upgrade in terms of being able to not just have a video on a page, but make sure that everything that's in that video, that case interview that you have on your web page, that the full talk from a conference, that small testimonial, all of those different things are now searchable, understandable, indexable, and showable on search engines. I've spoken a lot about videos now, and videos are important. They are a superpower in a lot of cases. But I really want to make sure that we also look at this for webinars. So 23 is a tool that allows you to use video across your entire organization, in some cases across your stack. That means obviously using our video marketing platform to manage, host, publish your videos, and spots in video sections and so on. But a part of what we do is also webinars. And webinars have gotten a short shift by the entire industry for a long time when it comes to SEO. Webinars haven't really had landing pages. They've sort of been linked to from a page that you host in your CMS, and then you didn't do the optimization. They've been sort of forgotten in this land where we might be optimizing for search finding your videos, but not necessarily for webinars. So this is truly a first in 23 today. We are the only webinar platform out there that actually optimizes all of your webinar content to be found by search engines. A lot of the same things apply. When you have a webinar, when you've had a speaker list, a link to where that speaker is going to be found, the bio, the letters, the thumbnails, the transcripts of the on-demand webinar, everything that we know around a webinar is now available to be found and indexed both by Google and by answer engines. And I cannot overemphasize how much this changes the sphere. In a lot of cases, you're probably publishing a webinar a few weeks ahead of time, and it might not be that you rely heavily on search traffic for being found for your webinars and generating traffic for that one or the sign-ups and so on. But if you have a strategy where you're using your webinars as a long-tail lead generator or audience generator or engagement generator, where on-demand webinars are actually being used as a part of your marketing strategy, now you've gotten a full-on change in all that. So those 100 webinars you did in the last five years, now they're findable. Now they are indexable. Now search engines and answer engines will be able to index all that, and use it to generate traffic for you. So that was the first of the tools that we're launching. Genuinely new tools for working with SEO, both for videos and for all of the other content, including webinars and webinar series in 2023. Next, let's talk about this change in search that I spoke about before. The new search box is actually not necessarily Google's search box. It's the question, ask me anything, ask me something. What are you on about today that Claude will ask you, that Perplexity will ask you, that Gemini will ask you. I flashed some of the metrics before because this is truly changing. And it's changing search because we're moving to a world where traffic to web pages is suddenly going down because there's a lot of searches that never drive traffic to a web page. In fact, people are going to get the answers directly by the generative engines. So it sort of means that there's a zero-click search in the sense that, well, you might ask a question, you might get the answer, you'll still get links. But in a lot of cases, the authority that you're putting out there really needs to shine through in the responses that are coming back from AI engines. So that's where the change from SEO to GEO or AEO, it's one of those dear-childs-have-many-names kind of things. But I wanted to talk a bit about this kind of generative engine optimization. It's essentially SEO for answer engines or for chat engines. So where SEO got you ranked, it basically got you up a page on a Google result page, GEO gets you cited. So it includes all of those kind of recommended answers inside ChatGVT and Cloud and Perplexity and Gemini and so on. And crucially in this case, well, video can become pretty invisible. Video is this blob on a page that's harder to understand. And the truth about answer engines, about generative engines, is they consume text. They'll index everything that's on the Internet, but only the text parts. They're not going to be indexing videos by default. They're going to be relying on everything you put on around those pages. So there's a version where video is going to be short-shifted, where video gets you to be invisible, webinars get you to be invisible, because there's a whole different realm that happens behind that text. But on the other hand, these answer engines are looking for actual authority, actual context, actual knowledge. They're not looking for auto-generated, the content from other LLMs. They'll be able to detect that or they are able to detect that. So when they actually look at content, they look for the authority and for real insight, for real storytelling and for real people. And it sort of changes this idea that if you just leave video without optimization for SEO, without optimization for GEO, well, they are invisible. But on the other hand, video is also your potential superpower. It's actually where you get people in the storytelling and all that kind of stuff. The only way of being able to do that, though, is to make sure that there is an indexable version of those videos for those answer engines to find. Essentially, you want to make sure that there's a text version, that structured way of making sure that everything that you say in your videos, in your webinars, is actually available to be indexed by LLMs. So we spoke about how we've enabled search engine optimization. Well, today we're introducing AI and generative engine optimization as well. Another You can choose to turn it off if you don't want to be cited by AI engines, but you can also turn it on to make sure that everything that you've done for SEO also applies for AnswerEngine. So it means that if there's a transcript for a video, we'll make sure that that transcript is available. If there's a set of chapters, if there's a list of speakers, everything that's available around your webinar is now controllable in a way as well. It basically means that now AI engines will understand your videos and they'll be able to cite them. In the very simple version of that, it means that all of the SEO data that we're putting out there is now available to AnswerEngine to actually see what's going on. So, in this webinar for the simple example that I think Dan did, not only is there a video, but there's full context. And now the AnswerEngine will be able to not just say, well, It's a page with a video on, but rather knowing exactly what's in there. So that's the GeoTools in 23. You can turn them on and it means now you're going to get optimized LLMs text in your pages, optimized transcripts and chapters and everything that goes into being able to optimize for a new AI search world. Then the third thing, because this might be why SEO has been going on for a while. We've been looking at it and it's like, okay, cool. We've been building the craft. But, and I think Andre in a second will probably testify to this, it's a thing that we keep forgetting because SEO is a chore. And just adding a new acronym to that will also know that Geo is going to be a chore. So how about we actually take a lot of the tooling that we've already built in 23 and in other tools to make sure that we at least give you a head start in terms of setting the foundations right, both for SEO and for Geo. So in 23, we already do automated transcripts of all your videos. We actually also live transcribe all your webinars. We even do live translations and translations of all of the video content around, and we can do content generation with our content studio. So that's actually a lot of AI tools that apply directly to video and webinars that sort of allows you to have a really excellent leg up when it gets to this. It means that not only do you have a video, but you actually now have a transcription. You actually have the baseline for optimizing for SEO. But what if we actually allowed you to turn AI enrichment on directly for SEO and for Geo? Another toggle that's less of a chore now that would actually take you to a point where we look at the video and say, well, can we run our advanced AI enrichment engine on that one and actually figure out what should be the name for SEO? What should be the transcriptions? What should be the chapters? What should be the descriptions? How can we take all of that and actually make it available to the search engines so you get a leg up and set the foundations right in terms of getting that content to be automatically indexed, found, cited in exactly the right way? Well, that's available AI enrichment in the product. So what will it actually do? Well, it'll suggest SEO and Geo copy for your content. It'll even actually let you set that up to auto. So it just runs behind the scenes and it will do a lot of the structured data that search engines and answer engines expect, for example, being able to click a button and generate chapters. So all of those tools are available today with AI enrichment directly on 23. Cool. So that was pretty fun, right? New tools for SEO, new tools for Geo, and advanced AI enrichment. But wouldn't it be nice to actually see that in practice? So this is where we get a demo. So we'll switch a bit and let me just show you how this actually works. So I have in front of me a stunning new page. This is available for everyone in the product as a new SEO and Geo page. And I can see here that what is my average readiness score? How well have I optimized my existing content? How many optimized videos and pages do I actually have? And I can see that I can now start working with this content. For example, I can say, well, actually, I don't want SEO to be turned on at all. Like, I don't want this content to be found. And now when I start turning it on, I can see, well, I could also turn on Geo to make all this content available. And I can turn on the automatic AI enrichment as well. So what does this do? Well, it enables a set of tooling behind the scenes that will It will allow you to optimize the video section in the webinar hub with all the links and all the context for what you're doing. You can set a purpose for engines to index your buy-in. But we also have detailed tools for working with video players alongside those video sections and also for working with AI enrichment. So when I turn on optimization for video players, I can now control what do I want in there. Do I want the transcripts? Do I want video chapters to be part of Embed Coach? Do I even want to do search optimization for unpublished videos? So I can have a video that isn't necessarily on my video section but that's embedded into a different page or part of a spot. Should that also be indexable in all the same ways? How do I want SEO to treat those video players? Should they lead back to my video section, or should they lead to the page that they're being embedded on? So a lot of different tools for that. It means now when I go to any video page, I can grab an embed code. And this embed code carries everything that you need. It carries, again, the transcripts and the chapters and the thumbnails, the durations, the ratings, the dates, titles, and descriptions, not only just the video, but everything you need in order for that video to be found. And then while we're on this page, not only can I see how is my content archive being treated, I can also control how it's being optimized with AI. Do I want to use draft transcriptions to be part of it? Do I want to turn on video sitemaps? What do I want in my video sitemaps? So there's a lot of different tools in here that if you want to be extremely detailed and geeky about stuff, if you want to write a specific human text, you can do that. If you want to write a specific text for LLMs to find you, you can absolutely do that. So there's a lot of really detailed tooling to optimize for SEO. I won't go too deeply into that, but we have a great specialist team here who will help guide you as you're setting up on your journey to optimize with video and with SEO. Let me quickly show you some of the other features, though, because it's not just about a lot of toggles and a dashboard. What you get now is on every page, whether that's a video, a webinar, a webinar series, and so on, you get this new SEO and Geo card. It'll tell you how well you're doing for this video. So this video isn't published yet, but I can still see how well is it going to be, and probably, how well it's going to be performing once it is. So I can see that it's actually missing a description, and it's missing keywords, and it's missing chapters. Well, actually, let me build some of those. So I can go, for example, and generate the chapters. This is leaning on the transcription. So it means that if I have a transcription, I can now use all of the other tools to make sure that I have the right title, the right description, the right chapters, and everything in the mix there as well. And I can even go further and say, well, actually, shouldn't I just have my content suggested? Save that. And now, we'll update all the indexes. We'll update whatever is going on for the content. And now, we're ready to go with a fully optimized page that gets you to 100. All of these same tools are obviously available for different videos and for webinars as well. So the exact same card I can see here, just with different facets. For a video, you might want to just have transcripts and chapters. For a webinar, there's more content. You might actually optimize by having a trailer video for the webinar. You'll optimize by writing better speaker bios. So there's a lot of different tooling. And you can see here again that AI optimization is in progress to make sure that we do an even better job of the indexing and making everything available. All of this, again, available across the board for webinars, both before and after the fact, just with different facets and different ways of going about it. And I can now go say, well, I should probably add a trailer video. I should probably add full speaker bios. I should add a full transcription. So simple, easy tools that will allow you to start your SEO and geo journey, and a really advanced tool that lets you go even further. All right, so that was the new tools and features in 23 that are available today for all of our customers. Thank you. AI enrichment is available on all pro, complete, and enterprise plans. You should just go turn on. And please let us know both what you think, how we can do better. But also please reach out to us if you're starting your journey and want to qualify how you're moving from 0 to 100 or how your pages start being indexed differently. We're really curious about how we optimize and how we build the craft of video. More on that to come both from Andre and from Dan. And with that. I will start by introducing Andre Ririnho. We should have practiced this, Andre. Let's see if I... I'm a bit unsure, actually, Andre, whether I can hear you. That's going to be a me thing because I can hear you. Cool. It's just I got one of those sounds in my headphones before that was running out of battery. So I was worried about this sound. So if I've looked flustered for the last half hour, it's because I was worried about this particular conversation. Either way, I will introduce Andre now. Andre is the most expert on SEO that I've met in my years of working in the video space. Andre is the founder and the strategy lead for a global consultancy specializing both in SEO but also in this new craft of optimizing content for AI. And with that, actually, I'll leave it to you, Andre, to talk about both the urgency of what we're doing and what the playbook is in a new world of search and AI for video. Over to you. Thank you for that. I'm so excited to see all these new releases and excited to see also the amount of content that we'll be able to get listed on Google and all of the AI systems. Really cool. Congratulations. So let's talk about video SEO and GEO. And why are we here? What is going on? In the last two or three weeks, there has been a number of big announcements, both from Google, ChatGPT, and all the other LLM systems. And basically what is happening is that the way people discover content is changing. Just two weeks ago, Google made this the first time in 25 years that Google actually changed their search box. And why is that relevant? Why is that relevant? Well, first, it's one of the most important interfaces on the internet. It's how a big percentage of people start their journey online every day when they're looking for something. And the second thing is that actually this interface has changed in a very particular way. For the first time ever, you used to write something like, you used to say something like search, so people would search for something that they were looking for. But now it changed to ask Google. So it's a massive change of the way people search. Of the way people are going to interact with a box like this. And one of the other things that you'll be able to upload pictures and videos and the same kind of interaction that we have with ChatGPT and with other LLMs, we're going to be able to do on Google as we've done the same place where we've done the searches all this time. So where does video fit? Where is video now? How do we talk about video in this context? So this is what has been happening. So as you know, video has exploded. There's YouTube, there's TikTok, there's all these social media sites. But video has not exploded when we're talking about your own site, your own brand, your own company website. And this is an issue, of course, because we've all been producing content, but that content is not getting visibility. And as you can see on the graph that I have here, actually business sites, the video on business sites is not visible on Google. Google, of course, privileges YouTube and some of the other video sites, but video that you control, that you control with your brand, where you control your leads, you control everything, doesn't have visibility. So why is this happening? Can we do something about it? So first thing is, why is this happening? As Stefan explained earlier, what is happening right now is that first thing, Google cannot watch a video. So it needs more context. It needs to understand what is happening around, what is the video file, and it doesn't have more information. Systems are even worse. LLMs basically read text. They don't know what a video is. They think a video is a piece of content, a piece of code that they cannot understand what it is. And so what is happening in this context is that none of these systems understands what is happening on video. The good news is that this is fixable. We can do something about it. But we need to understand a little bit more of what is happening in search and what we can do to fix this. As Steven also said. The amount of people using any sort of generative engine these days, be it ChatGPT or Gemini on Google or AI mode on Google or even AI overviews on Google is in the billions. ChatGPT just recently announced that they have almost a billion people using their system weekly. This is weekly. And they're growing at 2 or 3% a year, which is massive. This is a massive paradigm shift. It's a paradigm shift in the way people search, as I explained before, but also on how content is discovered. This is the way that we use to search for things, for travel, for buying anything that we needed is changing. We used to have, for example, just a couple of words that we'd use on Google. And right now we're using ChatGPT to ask complex questions and to have follow up questions. It's a completely change of the way we interact with these systems, of course. But it's also a new opportunity for video, in my opinion. What is happening here is that we have to find a way to get videos, especially the videos that we're talking about, the videos that we are producing on our own sites, visible to all these systems. So the question is, how do we make the videos ready for this new world? And I think that the answer, of course, is video SEO and video GEO. And there's three main jobs that we have to care about here. 1. Can we make the video findable? Can Google find your video? Can Gemini find your video? Can ChatGPT find your video? Is it indexed in a way that is findable? The second thing is, can these systems understand what your video is about? What is the topic? What are the key takeaways of the video? Who are the authors of the video? That's a big job, but this is essential, as I explained before, because these systems, of course, they read text. If we don't translate from a video findable. If we don't translate from a video file to that kind of content, how do we make this video understandable to these systems so they can do to a video what they normally do to a page? And then the third, and I would say, for me, the most important, is how do we make video trusted in a world that we have so many opportunities to create fake videos, all these sorts of things that we are competing with for attention? So how do we make a video trusted? I think there's a... There's a really good opportunity for video here. And I think video actually has... Is a unique format that has unique advantages to be in this position to take over on this brave new world. Video is proof of what? First thing is proof of expertise. When we're talking about a webinar like this one, where we are, when we're talking about webinar with customers, when we're talking about a product demo, when we're talking... This is real. This is made by... By people. It's people who are experts in the area where they are. This is exactly the type of content that Google would love to index and has actually said recently that they're looking for the kind of non-commodity content. You're not saying the same thing that someone else has said. You're an expert, a real expert saying something that is unique and that is in the video format. And once it's translated, of course, then it will be available for the system. And then, of course, the main thing is that... We cannot simply... And going back to webinars that we've been talking about, we cannot simply replicate a 45-minute webinar with customer questions. And the depth of a video like that is simply impossible to replicate at this moment by AI. So it's actually something unique, authentic, real, with expertise. And that's exactly the type of video that these type of systems are looking for. And we are also looking... These systems only work to reflect what people are looking for. So they are giving visibility to the kind of things that we, as consumers and as businesses, are looking to show those videos and also to consume those videos. So three things I want you to keep in mind about how this new world works. The first thing is, at the moment, and what we know, Google and the other apps, they are basically black boxes. We don't know everything right now. It's something very new. And so what we can say from all the studies that we've done, from all the studies that many of the SEOs and GEOs have published recently, and from the many that are released weekly, is that most of what you did for SEO still works for GEO. And that's a very, very, very important point because everything we have been doing still works. And we have to do more of that. We have to make sure that SEO is done... In a way that makes sense, and it's done professionally, and it's done with care. But the moment you do that, all the studies show that there's a correlation between being listed, for example, on Google, on the first page of Google, and then being cited on an LLM. It's very good news, of course. And that's why it's important to keep doing the SEO work. So what are we talking about when we talk about the 10% that is GEO? Right now, it's mainly two things. One is to make sure that the content that we are creating is citable. And in the case of what we've been talking about on videos, we need to make sure that we have transcripts, we need to make sure that we have chapters, we need to make sure that we have key takeaways, for example, to make sure that that content is findable, and then it's understandable, and it's citable by the LLMs. And then the second thing that is part of this 10% is to make sure that that content is linked from external sources. So not only we need to make sure that the content is findable and it's understandable, but we also need to make sure that that is promoted by sources, that it's not only just our website or just our digital property. We need to make sure that the video is mentioned in other channels so that it shows signals to LLMs and it shows signals to Google that your source is something that can be trusted. This is how GEO... So to give you an example, if we're talking about someone that is searching for a specific type of software, for example, what is the best software for a specific use case? The way you are cited on an LLM is by being... Not only by publish your own video in this case, talking about what is the best software or doing a review of the software, but also making sure that there are a number of other places that mention your video as a source of saying that that's a good video to recommend that software, for example. And then how LLMs work is that basically they do this triangulation. Right? And they make sure that they are creating a unique view of what you're doing and creating trust around that. So it is, of course, sort of a complex algorithm. But in the end, what it means is that you need to create your own source, but you also need to create all the pointers to that source. Okay? And that's it. And that's the first thing. So second thing is, as Stefan also said, we're living in a new world. What is happening right now? So the first thing is that one in every four people that go to Google don't click to a website. So websites are right now in a way hidden from three quarters of the people who visit Google, not only because you have AI overviews, you have those AI answers at the top, or because actually people go directly to an LLM and it doesn't show the website, because the way it's working now is that the way it's being summarized in all these places. So a lot of the research that's been done... So the research that we used to do before, all the curation that we used to do before that we went, we did the search, and then we went to the 10 links, and then we went back and forth to each of the websites, that is no longer... That's not how it works. We don't go to websites anymore the same way. So we are doing a lot of that research directly, or the LLM is summarizing a lot of that research for us. And then we are the ones actually then clicking only when we already have an answer closer to what we want. And so, as people who own businesses, we need to design for a new website. We need to design for a new world where traffic is going to be much smaller than it used to be. And it is a challenge to do, of course, to design for that new world, but there's very good news also there. One of the things that has been shown a number of times is that the traffic that comes to a website that has already been doing that kind of research on a summary by an LLM is actually more valuable traffic. It's the traffic that already knows what they want to search and then what they want to buy actually. What they're looking for. So what they do is that when they click to a site, we can say it's a warm kind of traffic. So we can actually consider that traffic a very, very good traffic. So we need to do a good job of designing our websites and making sure that our websites answer those types of questions and not the top of funnel questions that we were answering in a world where we had all the traffic that we wanted on each of the websites. And then the last thing is that there's a wrong way to do this because, as I said, it's a brand new world. There's lots of things to discover. There are things that are being released. The algorithms are being changed almost on a weekly base. The information that we have is the information that the system is giving back to us. And one of the things that we know right now is that there are many people, many SEOs and many CEOs that are trying a lot of different things to optimize for AI. And a lot of these optimizations, they seem to be working in the beginning, but then they don't work at some point. So the conclusion here is that shortcuts don't work. And the main reason they don't work is that also because of the way the way Internet has always worked is that every time you have a system like Google, the all powerful Google, and they have a system and then SEOs find a way to spam or find a way to hack and to get to get a better position on Google, Google is usually in a position to find a measure that goes against that. And so it has always been this cat and mouse kind of game. But the recommendation in this new world that we're talking about is that shortcuts don't work. And even if it's working now and we see on X or LinkedIn or anywhere that someone found a way to do something, if it looks like spam, if it doesn't look natural, it will it will be cut at some point. And actually, there are some some examples, recent examples of people that did that and their sites actually lost half of the traffic. And so just to have those examples. So if you have a lot of sites that were working perfectly, but they're trying to optimize for AI and suddenly they don't work, we have to be careful. We have to do things in a way that makes sense. OK, so so what is the right way to what is the right approach? And what I have here is a checklist slides. There's basically three layers. The first layer was what I call the tech layer. And it's making making sure that the video is discoverable. And the second layer is making sure that the video is understandable. And there's a number of layers. There's a number of things here that we need to do. And the third one and maybe the most important is making sure that the video is is trusted. And and I'll go to that in a second. So the first one and the second one is exactly what what Stefan has just explained that is now embedded on the 23 platform. And so just by just by using the platform right now, you can activate all these options and you can configure and you can make sure that your video section and every time everywhere they're using a video. This is by this is this is implemented. You can make this work. You don't need to do this on your site on your own. You actually can use the platform and make it happen. And then there's these three in the third layer, which is, in my view, one of the most important and is to make sure that, yes, you have a video and the video is discoverable. It was found by by by the systems. It's understandable. It has the full transcripts. It has all of these things that are now available. But we need to make sure that we show trust on this video, that this video can be trusted. And there's a number of ways to do to make to make this happen. One is, of course, you have to have clear positioning in the way like the title of the video. What are you trying to do? What are you trying to show on that video message consistency between all the different videos that you have and something very traditional, I should say, but it is very relevant doing something like PR and media coverage of the site. So actually more generic recommendation, not specific to video SEO and GEO, is that in general, make sure that your brand and your company and your website are all part of a coherent brand strategy and you make sure that your marketing is aware that that is also influencing video SEO and GEO. So when you do this, what happens? Basically you have one video and one video creates an opportunity for one video that that goes through a framework like this again and it gets it gets through these three stages. Basically is now much more easy to be linked, ranked, cited and it has multiple opportunities to show up. really works like that. We want to be as easy as possible. Meu9 options here, which are a lot bigger than dol ge. g極 U to work for. Go bring you learn. Yeh. that go search for the same exact query that you did, but then a number of extras like specific sites or specific angles to try to find as much information as it can to summarize and give an answer back to you. So the more we expose video to the system, the more angles we expose the video and everything that the video is about, the more opportunities we are creating to show up on those systems and to be cited. Okay. Which brings me to my last point. The world is not changing. The world has changed. Search has changed. When a company like Google changes the homepage, it's a clear indication that all of the data is saying that people want something like AI for search. And so the important thing here to know is that I believe that the companies that will win are not the companies that are going to make the most content, produce the most content. It's not about quantity. I believe that the companies that will win will actually be the ones that have the content that is the easiest to find and the easiest to choose. And you make that by making quality content that is available to be found in all these different systems. The great news, the reason we're here, you already have that content. The content is already live. And if it's not, it's going to be, you have lots of content to produce in the next, and to make sure that it's published in the next few weeks. So by using a platform like 23, now that content has many more opportunities to be found. Okay. Thank you. Thanks, Andre. And I think that's a powerful way to end. I think you speak really eloquently about this idea of the urgency of this change and how it matters for videos and for webinars and how this actually becomes the content that becomes the authority and becomes the proof of humanness and the proof of knowledge. So really powerful there. But it's also a lot. And at Twin Free, we wanted to make sure that we sort of took the, not just the step of saying, well, we have options in the product to use this, but also to make sure that we capture some of these best practices, some of these challenges and the solutions for those. And here to tell you more about that is our head of client strategy, Dan. Thanks very much indeed. Absolutely. So as Stefan says, given the importance of both video and search, we thought that it was obviously very important that we update. But we also shared a really clear point of view about what we thought about video SEO and GEO. So that's why we've written the white paper, which is available on our website right now. But also, if you look at the handouts tab right now, you'll also be able to download that this instance. So please do do that. And then you can obviously peruse that through at your leisure. And the topic of it is making video visible and valuable. in search. So it covers all the kind of good stuff that you would expect from us here at 23 about how to help changemakers and how to help marketeers really drive their business forward with a really clear understanding of video SEO. But right now, I will touch on some aspects of it. But actually, I want to then really start to focus on how you can actually start to implement what we've talked about within it. But to talk through the white paper and the kind of the pieces and the beats that we hit, we've broken it into these key areas. So why video SEO matters. And that really, that talks to this kind of invisibility cloak that seems to be kind of masking some of this great brand content that we know all of you have. So we kind of start to look at that and really stress why it's important and this urgency about how we can do that. And then we start to look at the way we need to kind of conduct ourselves as marketers and brand leaders. And then we move on to what we mean by video SEO. And that starts to look at that trifecta of pieces that Andre just talked about, about the discoverability, about the understandable nature that we've got to get across in SEO and also that trusted piece. We then move on to what structured SEO looks like. And that falls into effectively kind of three camps. And Andre talked about this too. There's this kind of technical layer where you've got to think about the transcripts. You've got to think about the captions. And that really just helps the machines kind of read it and read what content is there. Then you've got to move on to this content layer, which is about them being able to understand it. And within that, we've got the summaries and we've got the clips and we've got the chapters and pieces like that. And then the last layer is that architecture, which talks at this point about being trusted and making sure there's that web of connection where those authority pieces can be linked together so that you are ranked highly and that you are seen as this authority that we know the LLMs and the search want. Then comes to the piece about operationalizing. Thank you. I can never. I should cut. I can never. That's why you get the data stand next to you as you do your Harry Potter references. It's perfect. That happened to me at the summit as well. So that word, doing that with video SEO. And we all kind of know that it's not always easy to do these kind of things. You kind of need systems. You need governance. And two things on this. You need that infrastructure behind you, but also the great thing about the product that we are launching right now is it helps you do that. So that really comes into, you know, how 23 can help. And so we've got the great product that Stefan's talked about. But the bit I want to kind of expand on now is, and you'll find this in the white paper, is what we're calling the video visibility framework. And that's something that we've put together for kind of several reasons. And what we tend to find when we come across things that we think are maybe, we need to move forward fast on, or we've got these areas where we sometimes think that our clients are slightly intimidated by. If we can break it up into bite-sized chunks, it makes it a lot easier to work with. So that's what the purpose of this framework is. So that we can kind of remove any kind of intimidation around this area and really kind of help our customers and our clients really push forward and get that momentum and really move in this space. Because as Andre talked about, it's moving incredibly quickly. We don't have time to wait. It's really important that we all act on it and move forward quickly. And so the framework is built around these five pillars. And to start off, we start off with the ambition. And this is really, what are you trying to achieve? And this is about defining your SEO and geo goals. And that's obviously a sensible place to start. Then you kind of think about the right audience and just reassessing who are we trying to talk to? And this is really important. This is something that you're always going to be doing. But just again, just take a beat. Think of it with respect to this. And which kind of buyers you want to get in? Which of your customers you want to get in? Which ones are you trying to attract? Then think about what you can own. No business can own every single topic. So the really, really important point here about just thinking, what kind of topics can we own within this space, owning search? And then you kind of should be thinking about mapping out what success looks like. What are your time frames? And what metrics matters most? Then you move towards a discovery phase. And I think this is one that I think you would all expect us to be talking about. And that starts off with that content inventory. And kind of thinking about what kind of format you've got. And also, where are they hosted? Are they all on YouTube? Or actually, do you have a video marketing platform that you can use them for? Webinars are obviously dear to our heart. You can understand that it's a real focus to think about those. And Andre talked about that, as did Stefan. And not surprisingly, you think about visibility. Where are we now? And from an AI machine reading perspective, where are we at this point? So that's all the kind of key discovery pieces. From a structure point of view, I won't go into this too much. Because actually, this is really where our product really kind of excels. And this is where it can really, really help you. But if we then kind of then move on to the connection phase, phase. This is about, you know, this trusted piece that Andre talked about. So at 23, we've always helped build out video sections and video libraries and your hubs and your webinar hubs, your content hubs. We can continue to help you with that. And particularly with getting those links going ahead with behind the scenes, making sure that trust in nature comes through. And then we finish off with the metrics. And effectively, you know, this connects to your ambition phase. Are we kind of really fulfilling on the ambition that we set out there? And then you kind of obviously think about, you know, how are we doing in search visibility? And are we really coming up in those AI systems? And are we getting the engagement that we're expecting? And that's also where a VMP comes in. Do we have the authority? This is quite a hard one, but, you know, are we getting searches around particular topic areas? And last but not least, from a pipeline perspective, are we actually getting that pipeline follow through that we would hope for and expect? Now, I've kind of whistled through this, but the reason is because you do have that document downloaded for you now, so you can review it all. And the last thing I would just say is we workshop this. We would be delighted to workshop all of this with you. And our first ones, we're expecting to start in the next two weeks. At this point, we can hand over to questions, I think. Can I hand that back to you as well? Yeah. So we've gotten a lot of good questions, and we'll answer them all. It might be that we go a few minutes. I want to, before we go there, though, just say that all the features that we spoke about here, new SEO features, new geo features, and all the enrichment parts available in the product today, the SEO and geo parts are available on all price plans, and that the AI enrichment features are available on all pro, complete, and enterprise plans. So with that in mind, let's turn to the questions for a quick spell. So first of all, actually, a few people have asked whether you need to be re-embedding videos into your pages with these changes. And that's a kind of qualified yes or a qualified no. If you're using our spots, you don't need to. If you've been using our embed codes for a while that are working with the non-optimized version, you might need to re-embed some of those embed codes. So there might be sort of an extra boost that you can get by taking some of those steps. But consider actually whether some of the placements of your videos on your own page are going to be re-embedded. So that's So we've got a question that we have from déftgeam coz we need to know whether they are André is an machine diagrammer. Hello. and for generative engines. And we can start to see how the indexing is going on and how all of this stuff is actually starting to supercharge stuff. And I want to say that this is something that we will be following up on with customers as well. So when Dan is talking about how do we actually engage, not just on the technical parts and the checklists, but rather on some of the practices around stuff. How do we do our orders? How do we set our metrics? How do we set our goals up? How do we actually track whether we're measuring, whether we're hitting those? This is something that we're happy to engage with you guys on, to help figure out how you're going to measure it, but also to guide you not in the technical parts where we're going to shine. That's our bread and butter. We're going to be great. But some of the other things that Andrew spoke about, this idea of not just saying, well, we have all these videos. Now we turn the thing on and we expect success. You'll be a lot better by turning the features on, but there's more to go in terms of how do you work your back. How do you work your brand? How do you work your authority? And there's more to go there. If you're setting out on this journey, that's a journey that we want to be taking with you guys as well. There's a question from, this is where my glasses from the most Danish asking, well, there's any downsides to having videos indexed. And I might hand this one over to Andrew in a second. I just want to say from a more technical part, actually one of the new features is that you can, have a video be available now on your pages, right? You can have it on your video hop, on your webinar hop, even embedded, but you can signal with our tooling just by turning off indexing that it shouldn't be indexed by search engines and by answer engines. So there's more kind of tactical parts to make sure that if a video is something that you want to be found by somebody who hits a page, but not necessarily something that you want to be surfacing in search engines, you now have that, that option. And then maybe Andrew I'll turn to, to the wider point to, to asking whether any downsides to having videos indexed. Assuming that, that, that, that we want the video to be published, right? That the video is to be published and that the company wants to, there's, there's not a, like any major issue in having, of course the video indexed. The only thing I would say that, that it's important to, to, to, to, to do some research is in terms of SEO, and even in terms of GEO, if you're actually making a video about a specific subject and, and, and the whole video is about like it's a how to manual for something. And then you actually have another page on your website that is also about how to, it's a how to manual for exactly the same thing. Then from, from an SEO perspective, those two pages are actually competing with each other. It doesn't mean that they have duplicate content, but in terms of, of the way it's, it's technicality, but the way it works is that they're actually competing for each other. So one, one way to go around that in that context would actually to maybe embed the video on the, on the page that has, that has the, you know, the, that, that is not the main video page. And then make sure that you have the video page and non index that, which you can do, of course, on the settings as we've been talking about. But I wouldn't, I wouldn't say there's an issue in having videos indexed there, unless you don't want them there. Perfect. So I'll just be frank and say that whatever the battery on my, my in-ear version of Andre, has, has disappeared, it only disappeared now. So I was able to follow along, but, but I missed a part of, of that. So I'll, I'll like, this might be the segue to, to saying that there is going to be a recording available of this webinar online. So it means that I can, can catch up if nothing else on, on the, on the transcripts or the AI optimized version of the zero for, for what Andrew just said, I want to finish on the Christoph's question about the, the new SEO and geo view. So I'll just say that we continue to work on that. We'll keep going, And we'll be able to, to see the tools available immediately across the platform. If they're not there already, they will be in the next few hours as we continue to roll this out for our customers. And with that in mind, I think we'll, we'll head to the end and say thank you to every one of you for, for joining this release of, GEO features in 23. Thank you to Andre and thank you to Dan. We're really looking forward to hearing how you're going to take on the challenge of changing with search and how videos and webinars become the superpower as you do so. Thank you. Thank you.