Best 2024 SEO Practices from a CMO That Knows

In this The Faces of Business, Max Gomez Montejo, the visionary CMO at Next Net Media, unveils the latest and greatest SEO strategies for 2024.

In this The Faces of Business, Max Gomez Montejo, the visionary CMO at Next Net Media, unveils the latest and greatest SEO strategies for 2024.

With his data-driven approach and extensive experience spanning e-commerce, travel, telecommunications, and B2B industries, Max is poised to share game-changing insights that are sure to revolutionize your digital marketing game.

As the driving force behind Next Net Media’s remarkable success, including their renowned search engine marketing firm, The HOTH, Max has a proven track record of delivering exceptional ROI through innovative solutions. His expertise encompasses the full spectrum of online marketing, from SEO and PPC to content creation and link building.

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Damon is pleased to explore one of his favorite topics. He warmly welcomes Max and asks about his journey into his current role.

Max discloses that his journey began in 2002 when he started writing content while still in college, initially focusing on topics like soccer and sports for a digital magazine. Originally aspiring to become a journalist, he later developed a passion for marketing and technology. He then spent time living abroad in the UK before returning to Colombia and joining an advertising agency. There, he recognized the potential in digital marketing and took on responsibilities in analytics and Google AdWords. He was instrumental in convincing clients of the importance of digital marketing over traditional methods like TV and newspapers.

Fast forward to the present, Max has been living in the US for thirteen years and currently is the CMO at Next Net Media, a company with a global presence and a focus on digital marketing, SEO, and link building.

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Damon is surprised by the shift from selling AdWords when convincing clients to transition from TV to digital advertising.

Max discusses the challenges of educating people about the breadth of digital marketing beyond platforms like Google and Facebook, recommending an omnichannel approach. He notes the persistent misconception among some clients that there’s a single “magic bullet” for success. Despite the shift towards digital marketing, he acknowledges that some industries still heavily invest in TV advertising.

Damon adds more to the ongoing discussion between television and digital advertising, acknowledging the advantages of both depending on various factors like size and relevance. He redirects the conversation to SEO, mentioning its rapid evolution, especially evident in Google’s changing search results layout from simple article lists to more complex structures like Gemini.

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Max discusses the rollout of the search generative experience, known as Gemini, globally, with the US having had access for nearly a year. He believes that not all searches in the US yield Gemini results yet, but about two out of ten do.

The SEO maestro also talks about the rise of zero-click searches, where answers are displayed directly without the need to click through to a website. He also points out how Google is encouraging users to input more keywords for a more refined search experience, facilitating better AI connections. Additionally, he observes a shift in Google’s prioritization towards connecting users directly with retailers rather than intermediary content publications.

Max’s profound industry knowledge impresses Damon. He foresees the challenges and benefits Google’s policy shift may bring to both marketers and consumers.

Max further reveals that 60% of Google users don’t click on any search results. Here it becomes more important than ever to tailor content with catchy titles, relevant information, and page optimization to capture user attention.

The SEO guru discusses the uncertainty surrounding affiliate marketing, how Google’s algorithm updates, and its preference for retailers over affiliates have impacted affiliate content pages. So, the right SEO practices are the best way to enhance visibility.

Moreover, Max discusses a major Google algorithm update from March targeting websites in various ways. It penalizes domains that repurpose content or change focus and combats the abuse of AI-generated content. He mentions an upcoming update around May 05, 2024, and advises focusing on valuable, relevant content and solid technical SEO. He warns against tactics like private blog networks (PBNs) and content farms, urging a focus on excellence and quality to navigate updates effectively.

Historically, in Max’s view, long-tail keywords in targeting niche audiences were considered effective. But, Max finds that the low search volume associated challenges them. Moreover, advancements like ChatGPT and Google’s emphasis on longer search queries are reshaping keyword strategies.

In the same breath, he suggests that brands must aim for a substantial portion of their traffic from organic efforts.
Damon relates to the impact of AI-generated content on companies striving to create higher-quality content and enhance user experience.

Max discusses the current era of content inflation driven by AI, where businesses can create numerous pieces of content daily. However, he warns against sacrificing depth and human relevance for sheer quantity.

The guest sees AI as a valuable tool that enhances productivity and creativity within his team. They call it a sixth team member offering input on various topics. He is impressed by AI’s potential in streamlining technical tasks like creating landing pages. However, Max advocates for maintaining a balance and human oversight to ensure accuracy and effectiveness. While he anticipates further advancements in AI, he remains cautious about overreliance.

Damon agrees with Max about the benefits of AI in sparking creativity and saving time. He invites Max’s perspective on emerging opportunities and trends.

In response, Max mentions several exciting developments in organic traffic generation that provide a competitive edge to the brands by the end of the day.

Firstly, there is keyword vectorization, which involves utilizing keywords in multiple ways to enhance content strategy and quality.

Secondly, he discusses the significance of local SEO, particularly for businesses with multiple locations, citing platforms like Google Maps, Apple Maps, and Yelp as potential game-changers.

Thirdly, Max talks about advancements in understanding keyword intent and the evolving tools available to identify keywords that drive conversions.

Lastly, Max notes the continued interest and investment in SEO evidenced by industry events like Brighton SEO.
Damon asks Max to talk about the challenges the latter anticipates in the coming year and how he plans to address them.

Max outlines several key challenges and areas of focus for the upcoming year. First, there is a need for deeper personalization beyond surface-level greetings, aiming for meaningful one-to-one interactions with every prospect and client. Second, he indicates the continued evolution of content, seeing ample room for growth in this area. Third, he expresses interest in exploring retail media, which has become increasingly important in the marketing profession. Finally, it is important to understand data, particularly in collecting first-party data and creating comprehensive user profiles to enhance the customer experience.

The show ends with Damon thanking Max for his time.

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Damon Pistulka, Max Gomez Montejo

Damon Pistulka 00:02
All right, everyone, welcome once again to the faces of business. I am your host, Damon pistulka, and we are live today, and I’m excited because we’re going to be talking about the best 2024 SEO practices from a CMO that knows. And we’ve got Max monteo here from nextnet Media, thanks for stopping by today. Max,

Max Gomez Montejo 00:27
hey Damon, thank you for having me today. Really happy to join the spaces of business. And here we are to talk about digital marketing, SEO, live,

Damon Pistulka 00:38
good stuff, man. Well, Max, we always like to start out by getting an idea of how you got into doing what you’re doing today, to really put some meat behind what you’re doing and and how you’re helping people today. So can you start there with us today?

Max Gomez Montejo 00:56
Yeah, I started in 2002 writing content where I was still at college, and some like, I wrote all content from a digital magazine, like, just talking about soccer and sports. My dream at that time was to be like a journalist. Yeah, journalist. That was my dream. But then with the time and I start seeing like a potential, like, I fall in love with marketing, with technology. Then I went and live abroad. I was born and raised in Colombia, but I always wanted to live in different countries, so I lived a couple of years in the UK, and when I came back to my home country again, I was like, You know what? I like marketing. I want to join marketing. I want to do marketing. And I started working in an advertising agency that belonged to a group called Low which is like a, like a very famous digital and traditional advertising agency, and not they didn’t have anybody to run the analytics department. So by the time about Google Analytics, back in 2007 2008 and I know, like, maybe I can be the person. So I switched from content to data. It’s called a data that point very early ages. And then I started also doing the Google AdWords for different clients. So I had to go and pitch to those clients the need of being in digital marketing, and the reason why they have to spend or allocate 2% or 5% on their budget into advertising, into digital marketing, advertising, back in for those who are maybe less than 30 years old, 1016, years ago, we did. Everyone was spending money on TV, on newspapers, yeah. And they were like, Why are we switching from TV that I have a national reach for something called Internet. Why do we need to do it on internet? So I was one of those few people who were pitching to clients. The reason why digital marketing was an important thing back in the days. So fast forward 20 years from the almost 20 years after that, that experience, I’m here in the States. I’ve been living in the US for the last 13 years, and now I’m the CMO here at Nexen media, a company that pretty much is the powerhouse business of different more than 200,000 business of success stories, combining digital marketing, SEO, link building, marketplaces, and we have pretty much clients all over the world, the US, Australia, the UK, Canada, Europe, and we have a 24/7 operation as well. So that’s, that’s how I’m very fortunate to be part of this group, and here we are just trying to grow this company.

Damon Pistulka 03:30
Yes, yes. So I’ve got to go back. I’ve got to go back in your history, and I go on, I go on tangents once while I’ll talk. I’ll just, I’ll just warn you. So is it weird to think that you were selling AdWords when people were trying to get convinced to go from TV to AdWords, and now it’s probably flipped a bit, and people don’t think about advertising on TV nearly as much as they do digital advertising. That’s,

Max Gomez Montejo 04:02
yeah, that’s, that’s correct, and it’s, it’s like, now that you connect the dots that way, it’s really funny to clients and explain to them that we could measure the conversion rate, or we could measure different objectives on their digital platforms by combining different advertising vehicles, and they couldn’t believe it. They were like, No, this is maybe this is just like oil. Maybe there’s a way for us to do it different. I have a big reach. So that one was a very important part of my professional career. But now this year, I mean, in 2024 still tough to get clients to understand that digital marketing is not only Google and Facebook, that digital marketing has more of a more like an omnichannel approach. And I think we’re still struggling a little bit with different clients to understand that it’s not only the magic bullet, it’s just more creating consistency, like a marathon, and sometimes they’re just expecting to. Have just one magic bullet like this to start increasing their, their their numbers. So, yeah, it’s the same problem. And I think pretty much what we’re trying, we’ve been trying to do for 20 years as an industry, is just get the user attention and before, when we were doing TV 20 years ago, we’ll have advertising for, like, TV ads for like, 30 seconds. I mean, right now, sometimes meta or those platforms, they tell us that the best video for for you to create in a platform is five seconds. And you’re like, why? If you spend two hours with a YouTuber every day with sometimes the concept of quality, quantity, attention, it’s still the same problem that we were facing 20 years ago. So yeah, here we are, but now we have more metrics. Maybe that’s a little bit more confusing at some moment, but I think it’s been really an interesting journey for not only as a professional in this marketing industry, but also for the brands I have the privilege to work with in the past. I think it’s amazing to see that switch and that flipped from 80% towards TV and traditional advertising towards the opposite, 80% over digital, 20% only in advertising, however, that other industries are still spending a lot on TV, and then that’s not going to change. But I think that’s pretty, pretty amazing as well.

Damon Pistulka 06:17
Yeah, yeah, we’ll get back into that, because I’ve been, personally, been talking with some people that are, that are, you know, divided between television and digital. And I think there’s some, there’s some real advantages to both, and it depends upon where you’re at, but it’s in, I mean, in size and relevance and all. There’s a lot of things that play into it. But let’s get back to what we’re you know, we’re talking about SEO today, because this is something that I think is is rapidly changing. You know, when you look at just go and do a Google search, now you have what is a Gemini that comes up with the the results for you on Google, and really, kind of does a lot of pulling things together and answering questions, you know, because we’ve gone from a simple list of articles that might be relevant a few years ago, just a few years ago, to or maybe go back a little further, we had, we didn’t even have advertisers, because really it was just relevant articles all up and down the page. And then we got a few advertisers, then we got a few more advertisers. But now you look at Google, has changed so much the way that the search even works that that has to have translated into a lot of changes that website owners and developers and marketers really need to think about in their whole SEO strategy.

Max Gomez Montejo 07:44
Well, Gemini, and we call it the search gender generative experience. It’s something that’s been rolled out right now worldwide. Here in the States, we had the possibility of playing with it for the last almost a year. I would say I was, I just came back from the UK that was attending to different conferences, and they were just starting to see sge deploying the under search results. So at this point, I’m not sure if everyone is familiar with that part or outside the states, but a couple of things for you to understand, not everybody here in the States is getting the SG results only. What I will say two out of 10 searches that are getting the Generate bottom when you search for something, and I see, and I think only one out of 10 searches is getting the whole result expanded with AI. So still, Google, still trying to figure out what’s the best way to do it. But I think from what whatever I’ve seen in the last couple of years, there are a couple of interesting insights. And the first one is something that we call zero click search. Zero click search, which is, you search for different for different keywords. For example, you search What’s the weather in Seattle, easily, you just get the answer in front of you. Or you can say, How old is your favorite singer? What’s a new Taylor Swift album? Most of those searches, you’re getting the answer in front of you so you don’t have to click to go to a website. Now the second part is, Google is making you now search for more words using more keywords. It’s really funny. Back in 20 years ago, we were telling our clients, well, you need to go for your branded terms or from some specific local keywords. Now, Google is trying to make you search more words into your experience. For example, let me give you a couple of ideas. You can search for cheap flight tickets. Sometimes, Google is going to add different tabs below your search experience, which is cheap flight tickets to India, cheap flight tickets in summer. So they want you to create a more, maybe profound search experience, because that’s the way their AI thing is going to start connecting and providing better, best experiences as well. So we. Seen a trend of user changing their habits, and the last one as well, is Google is trying to make sure it connects you to the person or the brand that has what you’re looking for. Sometimes in the past, we were seeing that there were different content publications that were having affiliate backlinks or affiliate links. Sorry, to different retailers right now Google is, it seems to me like is given more relevance to the retailer itself. So before you were searching for diapers, and you will find in position, number one, best diapers, top 10 of the best diapers. And then you will get different links to Walmart, Amazon, whatever. Now Walmart is first, or target is first. So I think that’s another evolution that we’re starting to see slowly happening as well. There are different things happening at the same time. We don’t have a crystal ball, but I think the zero click Search is something that’s going to keep increasing. And now also, the marketers need to understand what are those keywords that are going to drive the real intent for branding or business and and that’s why, that’s what companies like us are working with different plans right now to figure it out.

Damon Pistulka 11:09
Wow, you just dropped a whole ton. I’m trying to write notes. You dropped a ton of information there, though, because less the zero click search. I mean that that is really, I mean, that’s Google’s ultimate thing to get you to the information as fast as possible. And it is we, my wife and I just did last night. We were wondering how old a singer was, and we just blow got it right then, you know, those are the kind of things that you see. And then you talked about the the affiliate, you know, putting the affiliates down farther, and I that’s got to be a huge impact if they’re actually going to be doing this. Because every time you search for software, every time you search for diapers, like you said, you’re going to say time the 10 best diapers, 10 best restaurants in my area, 10 best whatever, those those kind of blog posts have gone wild in the last five to 10 years, trying to rank everything up, even to to the point to where me as a brand will post the top 10. So even showing competitors so that we can get better, better ranking. This is that’s going to be crazy if they start to do that, but it’ll also help the people that are truly the providers of what that person is looking for.

Max Gomez Montejo 12:32
Neva, let me go back to the serial click search. According to different studies, 60% of users who are searching on Google do not click on any result. They just leave once they get the result on in their faces. So we are just again, searching or getting to the user’s attention, and sometimes clients don’t understand this, but it’s just about how you create the title, what information you’re providing your description, what’s the page that’s appearing from the user? So I think from a tech perspective, from an SEO content perspective, there’s so much job to be done on that aspect that sometimes we could diminish a little bit, could forget about it, but that thing is still relevant. That’s the first part. Now going to the affiliate part. I was talking to different friends of mine who’ve been very active in the affiliate space in the last four or five years, creating tons of different content pages, understanding how pretty much research, and they’ve said, like pretty much, their pages are going down dramatically month over month. It’s a combination of different criterias, I would say, is the combination that the results of the algorithm update from Google that happened in March. It’s a combination of those changes as well. So I think right now, we don’t know, we don’t have, like, a clear path about what’s happening in that in that industry. What we’ve seen, like the retailers, are getting predominant position right now, and it seems to be like, maybe we will say, let’s just avoid the middle man. They just, let’s put you in front of the one who has the product for you, and we’ll see what happens. But again, those retailers need more content, so I think that’s something that we could also leverage. Yeah,

Damon Pistulka 14:17
yeah. Wow. And then you talked about trying to give users more like you. You made the the example about cheap airline tickets, and then the things that are doing, blah, does that? Does that really mean that that people that are someone, if I was if I had cheap airline tickets, or I had a site that gave people cheap airline tickets that we need to be working on content that has longer, longer keyword phrases just to get niche down more. Yeah, I think

Max Gomez Montejo 14:53
long term keywords have been always in place in the market. Sometimes we’ll refer to them. A blue ocean, because you need to understand pretty much what’s that combination of keywords that they need to go after to start getting visits transactions. But the problem has always been the qua the quantity of users searching for that keyword, the quantity of visits you get through those keywords. So that was the main problem. And I was, I used to have clients who would say, Max, I don’t want to give more attention to those. Don’t tell keywords, because we get 50, 100 300 visits. And for us, that’s not relevant, even though they had great conversion rates. Now, with the with the with chatgpt coming in the market a year ago, and this from engineering action like now you need to create your prompts to get better results. It seems like Google is also pivoting on that idea of getting more words added into the search box, rather than only one more one word. They just want you to make sure you search for what you need, and they’re going to help you based on those little tabs to add more components into your search, the results for our web pages. Let’s identify those signals. Everything is a signal. Let’s identify those intent, or intentions from the user. Let’s turn them into a good piece of content that follows Google’s rules. We can talk about this, about what this Google rules later, but let’s make sure we just start appearing there. Now, the big question for your audience and for everyone in the industry is, how are we going to measure them? Because maybe we’re going to start getting the same 300 visitors to get, but yeah, are they going to be more qualified than everyone coming from maybe a different keyword that depends on the brand. I like to advise my clients the fact that we need to go after those long tail keywords, because that’s pretty much what the beauty of SEO is. If you’re doing SEO to appear with your branded keywords, that’s a given. You don’t have to do anything. You need to have a website that’s pretty much that. That’s it, a website that works, by the way. Other than that, I think the magic of this is making sure we understand the intent of the consumer, of the customer, the different combination of keywords, the content that we’re going to be providing, and just provide the best experience in our domain.

Damon Pistulka 17:18
Yeah, yeah. That’s awesome. That’s awesome because it is a van. Things are changing, so much

Max Gomez Montejo 17:27
so I think they’re changing Damon, but I think it’s an only from a technical perspective, that maybe this used to be, before that was just a technical conversation. Now it’s just like an omnichannel experience, just a conversation about the quality of your business and how you want to position your business, what are the things you want to go after, what are the different key potential points that you need to bring into a search experience? So I think now, when we combine, we were talking at the beginning of the conversation 20 years ago. We were telling our clients, please advertise on Google, please buy some display ads from whichever network now is just let’s refine the tactics we’re doing. Let’s make sure we provide a valuable action to the customer, because sometimes we’re forgetting that they are humans, and we’re using a technological discussion. So I think that’s that’s the benefit of marketing in this in this year. And the last thing I would say on that one is, if your truck, if your if your website, is not achieving 50 or 60% of traffic coming from organic efforts, that’s a red flag that you need to be really looking into your tactics, because you can depend on paid ads. You need to have a balance of multiple channels, but at the end of the day, organic into your website has to be, or needs to be, the most important source for your transactions, for your traffic and for your quality of visitors. Yeah,

Damon Pistulka 18:59
that’s great. That’s That’s great information, that’s for sure. So, wow. So much, so much. So when you look at this, and you think about AI, and you think about this content and generating content. And we’ll talk about the the these more recent Google updates. Do you think that the the proliferation of AI generated I mean, just straight up, AI generated content is creating opportunities for companies that that want to create a higher quality content that has better user experience. And I’m not saying it’s not based off of the AI research or whatever, but I mean, we’re seeing a lot of people that are basically letting it run, dropping it in, letting it run, dropping it in, and I wonder if there’s oper. Seeing opportunities to do something a little differently.

Max Gomez Montejo 20:03
Yeah, but let me just address this question by telling you and your audience that we are going into a content inflation period of our digital lives. What it means by content inflation is, let’s say, 10 years ago, I could write five blog posts a week or a month, and then my competitors were doing the same amount of blog thinking of the industry, the audience, the products, you name it. We with AI, with everything that’s happening with all the open AI chatbots, just for all the companies, copy Matic, all those companies out there. Now you can create 60 pieces of content per day, or 100 or 200 or 1000 content pieces. But then your competitor is going to be, oh, Damon is creating 25 per day. I can create 50. And then the other competitor will be like, well, I want to create 60. Now, the problem of this is, first it is going to be lacking depth in terms of an SME perspective, a subject matter expertise, that’s for sure. And the second part is, you’re going to start creating content not for a human, just for a machine or a crawl to read it. So I think Google noted that one in the last couple of algo updates they came up with. And pretty much what Google is saying is you’re free to use AI. You can use it as long as you follow the EE guide that we’re giving you to write content Google eat pretty much stands for experience, expertise, authority and trustworthiness, and if you have those four in your content, you’re going to be ranking fine with that being said, you can use AI. And I think there’s a big opportunity for us to start leveraging AI in our content from maybe a creative perspective, maybe helping us to create AB testings from subject lines titles. I still think the AI is a little bit generalistic. You can have different actions of great out great outcomes from a broad perspective. But when you ask AI just to create something very particular about specific topics, I think just like you know, the it ends up to create new content or new idea that they don’t exist. So I would say just a balance, but I do see the opportunity there. And actually we in our company, whereas in next, in India, to just to bring, where is an AI, to bring more actions to our client. We just released today one of our brands. They have a link. It’s called the AI link select, which is a tool that pretty much matches your website with all the inventory we have from a link building perspective, and you just need to buy it based on AI. It gives you relevance, it gives you precision, and we just connect the publishers with the brands, which is great, but again, I think that’s something that’s going to be evolving, but for those who are listening out there today, just keep a balance. You can go Gong on AI for sure, but be careful. You need just to remember you’re writing for a human, someone who is looking for a problem to be solving your brand, not someone who’s going to read 2 million articles per week, because that’s gonna happen. Yeah,

Damon Pistulka 23:23
yeah, it’s a great point create the content for humans that they’ll enjoy and use. Yeah, good, good, good. So the other thing that that is, and I think you’ve answered this a lot, a lot of this, but how do you think that AI is really helping marketers to become better.

Max Gomez Montejo 23:43
I think there, it’s helping us a lot. It’s helping us to get better in our in our time to make your go to market. What the way I’m using AI with my team. It’s like, let’s say AI, if we sit in a meeting room, and then we have five people of my team. AI is the sixth team member, and what I’m trying to do with them is just get us action inputs from a creative perspective about topics that we might not be sure how to approach them. Sometimes, from a creative perspective, you used to have this, this syndrome of the of the empty page, which is you’re in front of the computer with your Word document open, and you’re like, how to approach this topic, how to approach this thing. Now, with AI, can give some different ideas to start just warming up and create better things. From a technical perspective, when it comes to creating landing pages, when it comes to creating different pages from a developer, I think it’s going to give us more to improve and increase the go to market speed, since we can do things faster. But again, it’s not like today. We’re gonna fire, we’re gonna get rid of everyone, and then we only, we’re gonna use only AI. I don’t think that’s the case. The case is just to use it with a balance, making sure you under. Understand the value of the technology, but also you are the one who’s fact checking everything. There’s a human that’s making sure that we know how to use it. We can’t forget that if we let it go by itself. I don’t know how it’s going to look like, but I’m sure in the future, we’re going to see a bigger evolution on AI in an extent, 2050, years so, but that’s, I think, too early to go, but I’m happy to use it. I like using it, but I’m not relying on 100%

Damon Pistulka 25:27
Yeah, yeah. Well, that’s, that’s great. I think you’re right there too that so many people are talking about, how AI is just making us better and like your, your example of that open page, I can’t tell you how many times I have, I know there’s a talk about that open page. Not having those ideas and being able to to get some prompts to get things started is a huge it’s a huge time saver, that’s for sure. Yeah, the other thing you you’ve worked in data, you understand data very well. How do you think? You know, we see a lot of tools, and even Google’s playing with some tools in the Google AdWords space, with with AI and helping us to understand what’s happening with the data baiter better. What do you I mean? What are you seeing in that? How is it helping you guys be better in in understanding what the data is telling you,

Max Gomez Montejo 26:20
I think, like all different companies that are leveraging data, are also using AI to provide a very experience for the brands. For example, we were with Salesforce. Salesforce launched a couple of months ago, almost like six, seven months ago, an AI protocol, and it was pretty it’s pretty much based on providing you recommendations based on the number they’ve seen, providing you guidance all those forecasting and helping you to come up with better not analysis, but at least showing you the different correlations. Now, when you go to GA four, I have to say Google Analytics, for me, it’s been a little bit of chaos. It’s not as as simple as it used to be, yeah, before, but one of the things that I’ve noticed couple of weeks ago is now they say, for example, I saw earlier today from the insets coming from AI that say, Oh, we we are forecasting and a spike on your traffic that’s going to be happening between the next three, four days, because your behavior from your ad spend has changed, and so we predict is going to, is going to, is going to increase x 20% so those things are a nice to have. It also provides insights. But I think when it comes to the analysis of the data to make decisions, you can make better tables, graphs, forecasting with AI, but you need to have somebody behind to say, Okay, this is where we’re gonna go. This is the reason why. This how we connect the dots. But I’m very happy to see all brands making a huge effort towards bringing an AI product of what they do. I’ve seen it with Tableau, with Salesforce, with Google, with YouTube, you name it. Everyone is adding an AI component to make our lives easier, and maybe just to rely more on AI on that, let’s say, operative perspective, whereas we can have the creative one just to spend more time on creative, because at the end of the day, creativity is what drives this business in a better way.

Damon Pistulka 28:24
Yeah, yeah. I just want to say hey to a few people. We got Curtis Thompson here, Tompkins, great friend of mine, long term he he’s a person I know that’s using AI in his business. Thanks for being here today, Curtis. And then George stops by and says, your new release sounds like a great AI tool. That’s, that’s for sure, that’s that is going to be very interesting, because I’m going to check that out later as well. So as you’re moving forward, what are some of the things that are really exciting you about what you’re seeing developing with, with the whole ecosphere around generating more organic traffic. What are some of the things you’re going wow, there’s going to be a real opportunity in this, or just things that are getting you excited for it.

Max Gomez Montejo 29:11
So there are a couple of things that are getting you very excited. The first one is something that’s been happening for a long time, but I think in 2024 is getting more exposure, and it’s something we call keyword vectorization. This is pretty much from a keyword perspective. You can have multiple ways of using that keyword, and you can turn that into a content calendar, into a content strategy. This is called keyword vectorization or and that’s the best way for everyone out there to start understanding how to produce better content. So that’s something that’s been driving me very like with a high hopes of increasing quality. From an authority perspective, I think that if you want to get out, you want to be the authority in your niche, in your industry, in your. Category, you need to start understanding all those keywords that are coming to your website, and how do you get the most of the keywords? That’s the first part. The second part that’s also driving me with the high hopes right now is what we call local SEO. It’s been for a long time as well, but if you have a franchise, if you have a company that has more than 234, locations right now, you can do mappack on Google, on Apple Maps as well Yelp. So there are like different brands that are also getting into that part of the spectrum. From a local perspective, Apple is the most recent one. You know, here in the States, most of us, it’s a combination between Google Maps or Apple Maps. So I think that’s something that could be a game changer for those businesses, especially since you can connect with your clients, providing reviews, pictures, images, you name it. And the last one, which is the more futuristic one, is everything about the intent of the keywords, as you may know, when you have the purchase funnel, you can search for zero click searches like the birthday of your favorite singer or the release date of Taylor Swift album, of the population of chembodia. But when it comes to your brand, your business, I think right now, there are more tools that are helping you to identify the intent of the keyword, just to make sure, what’s the keyword that’s going to put the trigger on users to make a purchase or to convert the KPI you want. I think that’s something that’s going to be evolving as we speak. And the last one, just to close on that one, how to run your websites, on open AI on chatgpt. I think that combination there of, let’s say, tomorrow you go on chatgpt and you have a prompt about recipes, how to create a recipe for five kids who are vegetarian and they only eat, I don’t know, this kind of food in this part of the world, you’re gonna start messing with brands. So we need to understand how we get the brands to be in front of the customer when they go on different searches. So I think that’s gonna be like a little bit of challenges, but really looking forward to understanding how to do it.

Damon Pistulka 32:15
Yeah. Wow. The intent, the the keyword intent, I mean that that’s, that’s powerful when we start to get into that, to be able to really understand what that is, and then try to, yeah,

Max Gomez Montejo 32:33
wow, yeah, right now, I think that’s, that’s a big part, since it’s like a, like a connection of multiple neurons all together. When you have a big brain, you start analyzing and understanding different lines of keywords that are pretty much part of this in family. And I think that’s a big game changer, because we’re going to be able to test and learn easier if you follow the algorithm update you don’t repurpose your domains. If you create content that’s good for the human, good for Google, good for the AI, good for everybody. So I think if you place that, you play that way, you’ll be fine,

Damon Pistulka 33:12
yeah, huh. So the old, tried and true SEO tactics of creating content that’s not dead. No,

Max Gomez Montejo 33:29
we have an internal joking that in the team, because we say, like every day, someone says that SEO is dead. Facebook is the Instagram is the bitcoin is that. Like, that’s like a combination of everything that’s happening every other every other month. But when I look at my clients websites, their analytics, I look at the industry I came from, Brighton SEO last week, and again, like, there was huge SEO advocates learning more, learning how to get their job better. And you could see like they were, like six, seven different companies offering link building or offering content, or offering AI technologies to map those keywords to create your topical authority strategy. That’s when you start understanding and you say, Okay, this, this business is evolving, but it’s far, far from being there. I think it just evolved into a point that we’re going to be having different challenges, but as long as we think about the customer, the user, and we provide value, we’re going to be fine. But sometimes we forget about that, and we just start creating things in an automatic pilot that don’t drive any any any value to the user? Yeah,

Damon Pistulka 34:41
yeah. That’s yeah, that’s good. That’s good. It’s good to know. Good to know, because there’s a lot of people that have invested an awful lot in in truly developing their authority, right? And and trying to give get good and good content that really helps her, and to know that that’s still relevant is really nice. Yeah. So the you mentioned on it a little bit about Google, the algorithm, you know, that seems like they’re changing it more often. Now it seems like the changes are a lot more drastic. You know, some people, they’re flying high hit the Google algorithm change and they’re not anymore. What? Are you guys seeing with the latest updates?

Max Gomez Montejo 35:23
So there was a big update in the first weeks of March, pretty much the first week of March, and we saw different use cases of websites that were really, really hit by the by the changes. The first one is what we call repurposing domains. And let me just explain. Let me explain to you what it means. Let’s say you have your domain, the faces of, and a year ago, you were selling there. You were creating content for you about your personal brand. And suddenly, six months ago, you you changed completely everything from that perspective. And then you start, you started selling books and Amazon items, whatever. So Google is penalizing and now going hard on those who have changed the reason why they had that domain that’s repurposed domains. The second part is those who are abusing on AI content, publishing 6070 articles per day in a high quantity without any relevance or value. That’s that’s important. I would say. The third part is those who still have technical difficulties, from an SEO perspective, from a technical SEO, I think that’s something that you need to pay attention to, because that’s the core of your of your system, the core of the day to day. But other than that, there are more hypotheses that we have been able to prove completely there’s going to be another like a second part of the outlook date or another correction that’s going to happen on May 5, couple of days from now, we’ll see what’s the impact. Because what happens is sometimes the industry just stops moving as fast as they used to move while they get used to the algorithm, update while they understand what’s their traffic. And of course, we’ve seen like decrease on different criteria for a website perspective, some of my clients, or people I know, they’ve lost 20, 30% of their traffic. Wow, exactly. It’s a correction of the market. Yes. What do you need to do? Just pay attention to the value. How you create content. Pay attention to your technical parts of the website. Let’s make sure you have the basics right, and sometimes you don’t even have the basics right. So that’s pretty much where I will say my recommendation goes to all of those decisions today.

Damon Pistulka 37:43
Yeah, so the repurposing domains, where you were doing something with your domain before, and now you’re doing something different, that’s going to get penalized a bit, abusing the AI content, which we talked about that earlier, don’t just be spitting it out there for the for make sure you’re creating good content for human and then technical SEO problems. It sounds like it’s more important than ever to make sure that you got your SEO, the technical part of your SEO, working Right

Max Gomez Montejo 38:12
exactly. And then just, just review the basics. We’re doing a webinar yesterday with one of our brands about technical SEO, and then we were saying we’ve seen clients who don’t pay attention to their sitemap or the robots txt, and they don’t even submit anything, or they just leave it by the sake of the spirit to go and change it. Pay attention to those items. Pay attention to your technical parts. It’s it’s never too late for you to go and check and fine tune everything from a technical perspective, and keep doing what you’re doing as long as it provides value. If you’re doing backlinks, fantastic backlinks, still a good signal. Just do it with a high authority partners like house, for example. Do not do it with PBNs on content farmers, because that’s something to have to work that’s gonna affect you. So I think you’re doing just go for the excellence and go for a highest quality of everything you’re doing. If you play that way, you will be fine. In my opinion,

Damon Pistulka 39:11
do high quality work and you’ll be fine. Yeah, exactly. So that’s good stuff. Well, as as we’re winding down here, Max, what are some of the things that you’re looking forward to that are the big challenges that you’re seeing coming up, that that you’re looking forward to tackling in the next year?

Max Gomez Montejo 39:33
That’s that’s a very good question. Damon, I would say I want to keep the in on personalization from the different signals that we can get in our website, I’m really tired of seeing different brands offering one layer of presentation, which is your your subject line. Hello, Max. Hey, Damon, and everyone believes that everything about personalization. I just want to make sure. We can create one to one meaningful conversations with every single prospect, client, past client, everyone who’s been with us. That’s, that’s the first thing. Second one is the content evolution. I still think content has a big room to grow. The third thing I’m really like, I’m going to get into the retail media, because it’s been a huge development in the industry for the last four or five years, but now it’s getting mainstream. So retail media something that’s important, at least from a marketing profession, like from from the from the profession. And the last thing, we’ll say data, collecting first party data, and collect, collecting something I call the golden record, which is, how do we make sure we get more information, or we gather more information from each user every time they interact with us, on the on the app, on the website, on our properties, if we are a hotel or a CPG brand in the supermarket. So just to make sure we provide a better experience, I believe marketing is providing better experiences, or customized experiences to each client based on what I know about that person, and I think that’s something we can keep doing and growing for sure.

Damon Pistulka 41:16
Yeah, again, I’m writing tons of notes because I really enjoy what you’re saying here, that that first party data to provide a better experience, or to be able to provide a more meaningful one on one conversation when they hit your website is huge. I mean, because if, if that’s a repeat person coming to your website, and instead of saying Hello Max or Hello, Damon, they say hello, Damon, are you here to get more accessories for these blah, blah, blah that you just bought? Because this is the coolest addition to that ever. I mean, that’s, that’s the kind of stuff that will, I think could really make a huge difference. Yeah.

Max Gomez Montejo 41:54
And also, there are things I want to unlearn. I want to start of using of different tactics to send multiple messages to the user at the same time. I think we just need to be leveraging the best channels. We need to unlearn different things that we have used in the past. From a content perspective, I think this digital world is just you need to learn, but at the same time unlearn. And that’s the beauty of our profession, because I think it’s evolving very fast, but we need to be able to provide value. As long as you provide value, I think you’re going to be able to have a better experience for your customers.

Damon Pistulka 42:31
Yeah, that is, that is a good point on learning, because there are some of that, you know, you get used to. We do. We send an email, then a text, then a phone call, or whatever. These, these ways that people are communicating. Or we always use text, or we always just some of these things that we’ve gotten used to. That’s just the normal way of doing it. We have to rethink that and and really, as you said, get more meaningful on a one on way, one on one basis. And know that you may like communication this way and I might like it that way, or have the dose different desires as we know more about those people. Ah, so good, so good. Wow, Max. It’s been awesome having you here today on the faces of business. If people want to talk to you guys at next net media, what or or look at some of the products or some of the things you guys are doing. What’s the best way for them to find find you guys find what’s going on there they

Max Gomez Montejo 43:26
can go to next net, you’re gonna find all the information about our company. You’re gonna see the different brands we were with. We were with brands such as the host, a, H, O, D, H, authority, builders and others. So feel free to visit us on if you want to talk to us, you can go on our LinkedIn profile nextnet media as well, or you can find my LinkedIn profile with my full name, Max Gomez, Montejo Gomez with a Z, as in zebra, and I’ll be more than happy to connect with you. Talk about business, talk about digital marketing, and why not maybe go for a coffee one day. So yeah, feel free to contact us. Awesome,

Damon Pistulka 44:09
awesome. Well, thanks for being here today. Max, I really enjoyed the conversation. I want to thank George for being here, dropping a comment. Curtis and Maria, thanks so much for being here. All of you that were listening but did not drop a comment. I came in late. I noticed that we had more people coming in. And go back to the beginning, because Max dropped Golden Nugget after golden nugget here about SEO, the different things that he is seeing in marketing today that can really help you. We covered a lot of topics with ai, ai, generated content and things like that. So go back to the beginning. Start over again and listen from there. Thanks so much for being here every day, everybody and Max, thanks once again. Hang out for a moment. We’ll finish up when we’re offline. You.

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