Today, we're going to talk about buying a squatty potty . And you're going to get an understanding of how we went from search engines to social engines, to goal engines.
And by the end of this lesson, you're going to understand what the next steps are and how we are going to move forward, to be able to make money off of where the internet is going.
And then the deeper, these folders become the more items that you can possibly search for. So this is the tree and down here, you have the leaves. And literally when you use Yahoo as a directory, you would start from very top called the wide bang. Go to Yahoo sports all the way down to major league baseball, Al all the way down to a game all the way down to the stats on a particular game.
And this is called traversing the tree, but a certain point, the directory became so complicated that you couldn't navigate all the way down to get to a particular piece of content. And that's when a search box came into place. The idea of Google, for example, which popularized the search box, just to say, instead of navigating a tree, why don't I type a query into the box and then whatever shows up.
Let's say there's 10 lists of results are going to be the ones that the search engine believes are the most relevant to answer that particular factual question. Think about the things that you type into a search engine. Usually it's what's the temperature. Is the store open? How many miles is it from here to there?
What's the price of a flight who was the 23rd president, all kinds of factual queries. Sometimes you'll do searches for what is the best Italian restaurant in New York city. Now, how is the search engine going to determine what deserves to be at the top? Any average query on the internet is going to have 15 to 20 million results competing for it on average.
And some queries are going to have billions of results, for example, cars and mortgages and sex and things that are commercial and highly competitive. So what does a search engine do? It looks across all these different pages. And it looks at something that back then was called page rank. And the reason why it was called page rank is not because there's a rank of a particular page.
It was actually Larry Page and Sergei Brin, the two founders of Google. And that was the algorithm that they had down in order to say that this particular page deserve to rank in the search engines. The search engines would look at who else was linking to this particular page. And that was a measure of authority.
Think of it like a voting system where there's points and you're going see why this theme ties into everything else that we're going to sketch out. So if this is the page on the best, so New York city and the New York times is linking to it, which is relevant for New York city based on that neighborhood and this other pizza site.
Is also linking to this and other sites that are talking about pizza and linking to it and other cities and other review sites and other people's blogs. They're also linking to this with the anchor text, New York or pizza or words that are related to New York or synonymous with pizza, which is called stemming and synonyms, or some people call LSI latent, semantic indexing.
Which is a way of looking at words that are similar and work together. Then when you type in New York pizza, This page is going to show up at the top and for the longest time, and even still largely today, what shows up in the top of search engines is what has gotten the most votes. So when you look at people that are trying to do SEO, especially black hat SEO, which is trying to trick the search engines, they're buying links from other sites to try to push one result up to the top or above where it was before.
So it shows up on the first page and you guys know. The joke. How do you hide a dead body? On the second page of Google, we want to be able to show on the first page for that particular keyboard. There's actually three stages that occur in search engine rankings. First is the crawl, which is going through all the pages.
And when we were back at Yahoo 20 years ago, we said that we were crawling 100 billion web pages every day. So you have to crawl it too, is you have to index it. You have to organize it by the topic, by the category, by the key word. And three is you have to write rank it. Meaning when someone does a search, you display the result that you believe is most relevant to the user.
So us as Yahoo is a search engine. We would crawl these sites. Now some sites. We would crawl every five minutes or 10 minutes, new sites, for example, and some sites we would crawl every two or three months because the content never changed. Maybe it was some random informational site from years ago was a geo cities blog.
It was something that wasn't being updated. It wasn't high authority. It didn't have a lot of traffic. So we were looking at the signals for any of these particular sites to see how much crawl authority it had, meaning how important was this site? And the more important the site was. The more juice or power, we would allocate to be able to crawl the different pages that are on the site.
And the amount of crawl depth we would have, which is how deep we would go within the site was based on how much power came from other sites that were linking to it. So it was a voting mechanism and Google, as well as Yahoo. We used the same algorithm. We calculate how much power there was across all the different sites.
On the internet until based on what the search engine determined to be relevant and what users determined based on their actual behavior, we would have a set of search results that was personalized for what you search for. Now. There's a couple caveats that happen 10 years ago, which completely changed the search landscape.
One is universal personalized search. The idea of universal search was that. If you did a search for Jaguar, it might be a car. It might be a football team. It might be a Wikipedia article. It might be seeing what's at the zoo. It might be looking at a Jaguar pelt because your lady and you want to further that has Jaguar on it.
There's all different kinds of Jaguar related. There's a software program called Jaguar. There's all these different kinds of definitions that are tied to that. And second, it's gonna be personalized to what you care about. And so when I type in. New York pizza. I might be in New York looking for pizza, but I might be looking for New York style pizza.
And if I'm typing in pizza in Phoenix versus pizza play, the exact same query may yield a different result because Google is taking into account who I am and what my preferences are. And certainly your preferences on best restaurant might be different than what I think the best restaurant is. So all of these factors are taking into account.
When you do a search. Now, what happens when you have personalized search and you have things like the user agent, which is your browser, the operating system, other factors that we can tell, like where you're coming from, like the IP address, how do we personalize this search? This is where search engines start to have problems because they.
Don't know what's going to change over time. There's going to be more restaurants. There are some restaurants that there's very little information on. So what are they going to do? They're going to start to rely upon what users are doing because when we were at Yahoo, my boss was the senior VP of search, said our goal was to categorize the world's information and where's the world's information.
It's not on webpages. That's only one or 2% of the world's information. 99% of the world's information is up here in your head. So how do we get information that's in your head into the search results? You could have minority report and immediate state, the Borg Skynet, but really what's going on is that you have users that are engaging users that are commenting.
And when we had sites like, or frameworks like WordPress, people would start the comment and against anything, one of these webpages, all of a sudden you had people that were leaving comments. And when this became more popular and there were forums, the amount of data and information and ranking signals from these comments became more powerful and more relevant than the rest of the internet.
In fact, This area here with people driven commentary was bigger, then the rest of the internet, and that posed a problem for search engines. If you were with me 20 years ago, and you wanted to deliver the best search results, and you knew that reviews and blog, comments and forums, and other kinds of user behavior was important in determining people's preferences, especially in personalized search, what would you do?
You would have to pull all this user generated content, but how would you know that this Matt Pasker here is that ma this Matt Pasker really hard to tell John Smith is John Smith. The only way to determine that is if you knew that this was the same profile ID tied back to a social network. So this is where social networks came in.
And Mark Zuckerberg a few years ago said that. What he was doing was turning the internet inside out. So what does that mean in the world of search? You have web pages that have people attach them and in the world of social, you have people that have content attached to them. It's exactly the opposite.
So here you have one person and you have another person. And they're friends or they know each other. And here you have another person and these people are exchanging messages. They're commenting on each other's photos. They're checking in, they're posting other kinds of photos and you can see who's friends with one another and maybe somebody is really popular and they have a lot of fun friends.
Like this person here is very popular and maybe this person is a loner and doesn't really have much information attached to them. Not much in terms of their profile pictures with a checked in. The pizza they like. And what happens with a social engine is that you take the people yeah. When you calculate the edge rank associated between them and related objects, what is that?
I mean, it means instead of a voting system where it is. Sites that are linking to one another it's people that are linking to one another. And when some of these people are linking to one another, this is a different kind of popularity contest test. This popularity contest is driven by webmasters who are having webpages linked to each other.
This is people that are engaging and as these people are engaging, what are they doing? They're creating content. So you have lots and lots of content being created by these people. But remember it in the social network, you have the people as the core infrastructure and then attached to the people are pieces of content.
And when people are linked together, because they're tagged in the same photo or because they, they both left the review at that particular restaurant that sends a signal that there's trust. And the more trust there is, the more this person will. Potentially rank or show up in the algorithm or show up in the news feed.
So now you have search, but is there really search on Facebook or Instagram or YouTube? There is, but people aren't actually searching what they're doing is they're navigating. So think about when you go to Facebook, you don't type in best pizza in New York, you type in Lombardi's pizza. Or , which arguably is the best pizza in the world.
So what happens with the social network is you still have a ranking because when you open up Facebook on your phone as an app or on desktop, you've got different results, but instead of the top 10 results, you have an infinite scroll, an infinite number of results. Now, how is Facebook. Or Instagram or which is owned by Facebook or LinkedIn or Twitter, determining what shows up here at the top.
It's not this mechanism here. What it is is it's calculating the edge rank, which is the connectedness between any particular objects, chicks that are associated here. So it could be this piece of information is attached to this person who is attached to this person who also has talked about that particular object.
Could be a Sony, a seminar for camera could be any particular object when people are scrolling here, it's based on what each person is engaging with. Now, remember social networks are built around the people. So remember when you're scrolling. Through a social network. What you're seeing is the person. And then from the person you are seeing the content, you see this, think about any social media as you scroll.
They all look almost the same because it starts with the profile picture here and the content that's associated with them here, you have the content and then the people you see trust between the two. Now let's talk about why this is important. From a ranking standpoint because you as a business owner or as an agency helping other business owners want to understand how do I rank in Google and how do I drive more social proof and reviews and check-ins and people coming into my store, you want to win in search and social, right?
So here's what you need to know in the game of SEO, which is largely around sites that are linking to one another. You need to have so much proof. In terms of other sites that are linking to you, that it overwhelms the number of pieces of content that are trying to rank. Now think about what happens with the internet, the more or webpages that are the more websites that are.
The more difficult it is for the search engine to determine what should rank. Right. Just think about it. Mechanically. If back when I was running search, we had a hundred billion web pages. Now, potentially there are 20, 30, 40 trillion search results and the more contents available, the more stuff that's being produced, the more people that are online and the more difficult it is for the search engine to determine what should rank.
Because instead of ranking on out of 10 million search results, now you're trying to rank out of a hundred million search results on a, on a competitive query. So think about how difficult this is in terms of computing power for Google. Right? You understand how that works now, think about what happens to be able to rank in the feed.
The more information you have. About a particular object or about a friend or about a celebrity or about a location, the easier it is to determine what should rank now. Why is that? Because the more social proof you have, the easier it is to figure out what shows up the top. Because here at the top, it's not based on how much content there is, but it's based on starting from nodes of authority.
And how far out you need to go to figure out what should show up here. So if we start with Dan Pasker here and we look at his friends and then there's this piece of content out here, but it's two or three degrees away that might not ever need to show up here in the newsfeed. We only have to crawl far enough to be relevant to his network, the larger the network, the more computation necessary to be able to crawl.
These, this is called the social graph and it's not invented by Facebook. This is an academic concept that's been around forever. The idea of EdgeRank is actually not even created by Facebook. It's something that they just don't want us to say anymore. Cause it's how they, but it's easy to calculate.
What's in someone else's newsfeed because you only, you have to crawl their immediate network. And the pages that they follow and where they are and the associated advertisers that are trying to target that particular user based on a combination of interest and custom audiences and whatnot. So the more information there is, the more people that are engaging.
The easier it is for the search engine to determine what should rank and deliver a relevant experience. In fact, the more information there is, the richer your newsfeed is going to become because now they have more and more items. You look at LinkedIn where there's not a lot of competition right now. If you're looking at this in 2020, And it's kind of sparse the experience isn't as good.
Cause there just isn't as much information to show you in that newsfeed. But when there's a lot of it engagement, it's a rich newsfeed and it's actually easy for the social network relative to Google to show you a great result. You understand the dynamic here when there's a lot of content computationally, it's more difficult for the search engine when there's a lot of people in a lot of content.
On the social engine, it's actually easier because it's all driven by relevance. You start a newsfeed and newsfeed is not tangent upon search it's contingent upon browsing and tabloids and gossip and telling people what's going on. In your life right now and among your friends here, you have to actively search and figure out what should rank for a query that could span the entire internet.
You don't have to crawl the entire internet to show one person's favorite results. You just need to show what their friends are, and they've already told you based on their activity. If you click on Donald Trump, guess what you're going to get, or Donald Trump, if you got a lot of friends that like Donald Trump, what are you going to see more?
Donald Trump. Right. You're already telling you're giving the engine, the social engine more information, which is helping it prioritize with the search engine. It's actually more difficult now let's think about how this applies to local. So you take any local business that, you know, for example, a dry cleaner, a dentist, a chiropractor, how much information is really available about a particular chiropractor.
Now we know the Internet's really big. But if we look at just that one chiropractor, there's very little information. So it's tough for Google or Yahoo to even say very much about that business. Cause there's only so much that you can go off of and the social networks, don't like the past information back to the search engines and the search engines don't want to show social data.
Why? Because. Do you think if you went to Coke, they'd want to give you a Pepsi or do you think Pepsi would want to share a Coke? Of course not. That's why YouTube doesn't show up in the Facebook feed very often. And of course, if you go to YouTube, you're not going to see Facebook comments, even though technically they could link those together.
So they don't want to share and with a social engine because it is, it is more push and this is more pole you're seeing a shift of power from search the social. And the funny thing is it wasn't because the social networks built a better search engine. It was because there was a dynamic of more information being produced by people and the search engines, not having a system that is built upon people.
So when you hear Zuckerberg, say people first or people-based measurement, this is what he's talking about. He starting from people and having the content come out versus the reverse here. And when it comes to local businesses, because it's around people and around trust, kind of like the better business Bureau, if they were to invent a technology solution, this is what you're seeing.
If you want to rank in local, if you want to rank in the Google local, three-pack ironically, you need to get a lot of reviews, but the reviews come. From building into your operations, a way of getting people to be able to talk about your business, that then results in things that the search engine can see.
And social media, of course, drives reviews that drives people to come in and visit you. It drives couponing. You have adds, of course, adds increase, increase the edge rank between any particular objects that are here, making them stronger ads here don't increase the EdgeRank because ads don't create links.
But engagement here from ads does create links, which drives higher priority in the newsfeed. Okay. So, so far we've covered the search engine and the social engine. The search engine is crawling all the files that are available to be able to rank in the 10 pack results. The social engine is crawling all the activities of what the user's doing.
So you can find out what's going on, cause inquiring minds want to know, but what happens if you have a goal, what happens if you want to lose weight? What happens if you want to graduate college? What happens if you want to find the job? What happens if you want to bake the best lasagna? Well, you could certainly come over here and say best lasagna recipe.
And Google will do its best to give you a piece of information. That best seems to answer that query based on what everyone else is doing and saying, it might not be relevant to you. It might actually be a fantastic lasagna recipe. And here on social, you might make a post saying who's got the best lasagna.
I need a recipe. And all these other people will chime in and say, well, my mom's got this recipe and here's this other recipe. And I went to better homes and gardens and they had this recipe here. But what if your goal. Was to actually make the lasagna. Would any of these folks actually help you would search or social actually ensure that you achieve that goal?
How do you know that when you asked that question, how do I overcome depression? That, that actually is a valid answer. Just because it's a popular answer. Doesn't mean it's the right answer. And just because it's an answer, there's correct. Doesn't mean that it's actually going to help you along the way, achieve a goal.
So if I say, say, how do I overcome thoughts of suicide? Maybe there's a blog post. Maybe there's some videos. YouTube is owned by Google. So there's videos in there and universal search, but it's not the same thing as sitting down with a counselor, sitting down with a good friend and sitting down with someone who knows you face to face.
Right. And anything that is an important goal, we know is going to have multiple steps. Right. You want to lose weight? Google can tell you something, but what about a coach? That's there for you at every stage along the way adjusting. Cause maybe you're sick. Well, that's going to adjust what your workout is.
There's feedback that happens. And certainly when you ask for things on social, people are going to give you opinion, but how likely is that going to be correct? Right. The achievement of any particular goal that's important requires lots of steps along the way. Would you agree? Multiple steps and the steps, you can break into a checklist thinking about anything you want to do.
That's important. You want to make your first a hundred thousand dollars. You want to start a business. You want to be able to pay off your mortgage. You want to get out of credit card debt, whatever it might doesn't have to be financial. You want to get a girlfriend. You want to lose weight. You want to learn to play the guitar, right?
You want to learn to shoot videos and speak on stage? No, if you're gonna speak on stage, there's a lot things you need to do before you give a keynote address. And the steps along the way are going to adjust based on your progress. Now here's the interesting thing. I know some wealthy people, just like you, that pay for personal trainers, either at the gym or to come to their house.
Now, these are people who are smart and they could certainly go to YouTube and search. How do I lift dumbbells to be able to do the proper curl? But instead they pay for somebody. Why? Because they want accountability. And because they know that person actually cares about them. When you type something into this box, it's anonymous.
There's no real human being. And thus, that's why people fail on their new year's resolutions. That's why people fail when they take online courses. Sure. You go to Harvard and you can also go online to all the schools, open courseware, MIT OpenCourseWare and Coursera, and. Other places where you have free information, but we know that 95% of people who take online courses never make it to the end and therefore they never start the next course.
Why is it because the information isn't good here? No, it's good. Is it because the social networking that they tie to it and alerting national system? Good. No, that's good. It's that? Along the way? People will fall down and they'll go backwards and forwards. And the attainment of a goal is always Securitas.
It's never an exact straight line. And you know this too, whenever you have a plan, things always go around and you have to be able to adjust. And sometimes the ups and downs are such that eventually you break like a rubber band and you then give up on the goal because there's no one there to be able to encourage you.
So what happens is that when people do achieve goals, okay, there's something that they're doing, the people who do achieve goals, there's something that's different about them versus the people who fail Harvard business review, published a study that showed what happens in the Oh, poop moment that wasn't pooped the word.
Yeah. And that's when the doctor said, Hey, if you don't stop smoking, you're going to die. Or you need to stop driving recklessly and drunk because if you get another DUI, you could kill somebody or you're going to jail they'll or something where they had to make some kind of change. And some people were able to make the change and other people were not, you know what the difference was with the people who were able to make a change.
Imagine that doctor says to you, if you don't stop smoking, you're going to die in six months of. Whatever lung cancer or something like that. Right. And yet the person still continues to smoke or continues to drink or continue to do whatever that results in something bad. So they want to not do that bad thing.
The converse is true. Like being able to lose weight or make money, any kind of goal that you have. Why is it that the people fail it's because they did and have the right combination of the information and the coaching from the people. You remember, the search engine has got the right information. The delivery vehicle is often through people, but when people give you bad information, how often do people give you bad information on the internet?
Do you really trust what occurs on the Facebook feed? So what you have to do is take information which is green and have it delivered by people. So there's people along the way that are giving you advice on any of these particular tasks. Now who are the people that have the most authority to give you advice on completing that task?
Someone who's actually done it. So if we had proof to be able to show that for any one of these things, they had prove to show that one, two, three, four, five, they've done this thing multiple times over successfully, this person has done this item successfully. One, two, three, four, five. This person has done it successfully.
Then you can trust. That this is authoritative that anyone who's giving you advice has done that thing. When we call that learn, do teach someone who's going to teach. You has to have learned it has to have done it enough time. So we need to reorganize search and social to create another framework in the same way that Zuckerberg said that he's turning the internet inside and out by going from information on people, to people at the center.
And information on the outside. The next stage in the evolution of the internet is putting the goal first and then having the people and the content on the outside. Think about what kind of change that is. What does that mean in the same way that search engines, where the social networks built on top of the search engines?
The goal engine has to build on top of the social network, which is built on top of the search engine, meaning. The social network wasn't possible unless there was the information to begin with. And the goal engine wasn't possible unless there was a network. So he said that as there was more information, the surgeon just have difficulty in finding the right answer because of a needle in the haystack.
And that's the very thing that drove the power of social network. The more information there was. There were more powerful. The social network became yet the more weak the search engine became now, how does that work in terms of a weakness, turning into a strength over here? What happens when there are more people giving more opinions and they're checking in and they're yelling and whatnot?
Well, The social network is then able to say the thing that's getting the most engagement is the one that rises up to the top. Right? That's how fake news works. That's how advertising works. It's based on what but calls the relevant score, which is the same thing as the over here. So what happens when you know that the social network is surfacing to the top of the newsfeed?
The thing that gets the most engagement, what gets the most engagement? People that are unhappy. Fake news. Bill Gates is going to give everybody a hundred dollars. Corona virus is fake because it's really 5g. You know, whatever it might be. The people that are talking about it is not necessarily the most authoritative thing or the most credible thing, or the most accurate thing that is getting to the very top of the social network results.
In fact, the more people there are talking about something. The more likely the things that the very top of the newsfeed are going to be garbage, which seems counterintuitive. But let's think about that for a minute. If there isn't as much competition in the social network, then you're going to see a greater percentage of what you could see from your friends.
But when there's more information and more activity, And more things that are being collected automatic three, because you're checking in because friends are doing things just because you have more and more friends, you have more and more pages that you're following. Now, the bar is raised higher things that would have made it into your newsfeed.
Now don't because the engagement level to show up in your newsfeed is even higher. So what kinds of things show up here? Memes, fake news, stupid videos, Buzzfeed kinds of things. And you won't believe what happens next. Did cats and babies and things that tend to be lower quality show up in the newsfeed.
So that's like having more channels of TV and the amount of you think with more channels of TV, you'd have better programming, but it's actually worse. And the Latin, the, the, the Romans had a way of referring to this and they called this vulgarity and vulgar is a Latin word. That means of the people. So the more common, the more popular something becomes the more vulgar and common it becomes, which is kind of interesting.
It's like the tyranny of the masses, if you've heard of this. So the things of the very top yeah. DMing people, and you can think of Idiocracy you can think of. Other shows or other negative utopias where there's so many people here, but the level of our education and population has gone down. And this is not just an elitist point of view.
This has proven out anytime you have social networks that grow, look at my space, for example. My space grew and grew and grew until at some point the density of the network was so low because the connectedness of these different people, because of bands, because of things that they liked, these people out here were such low engagement that the whole network just collapsed.
It was just air out here, a strong core at the beginning, and then it just became lower and lower quality. So we know that social networks. As they grow bigger, they tend to devolve into more, hate more people, arguing, more people saying random things that are stupid. And it's not because America is getting dumber.
It's because this is the nature of graph theory. As you have more and more people say more and more dumb things, the dumbest things are the ones that rise to the top. Amen. Is that not true? You're not going to change someone's mind because of their political opinion on Facebook. Right. We know that that's true.
So what happens in the achievement of a goal? So if you are scrolling through the newsfeed, And you're letting this determine what your attention is then you're probably less and less likely to achieve your goal because by nature, if you're scrolling through the newsfeed, you're probably not in pursuit of your goal.
You're just wasting time. You're on the toilet versus here. You can type in, I want to make a million dollars. I want to be an entrepreneur and you'll get back lots of search results. But how do you know which is the right one for you? Because based on what you care about, The search engine doesn't know the search engine knows just what you do typed in.
I want to be an entrepreneur. I want to make money online. I want to start an ad agency doing Facebook ads. But Google doesn't know all these other things about you. Google doesn't know how strong your ability is to run ads. Google doesn't know how you're feeling until they do the brain implant. They're trying to do stuff like that.
The social network is only going to give you worse and worse advice. So there needs to be, and there will be a goal engine. That sits on top of these two, because when you can take all this information and all these people and verify that people have actually achieved a particular goal, then they can move up and be voted on by other people and follow that person and have achieved that result.
The closest dynamic I can think of for this is a cookbook and there are crowdsource cookbooks where people will submit recipes. And the more people that vote up that recipe, because they've tried that recipe, the more people will say, wow, this is a good recipe to try, or it could be guitar tap, right? You go look up Leonard Skinner and you pick up one of their songs.
And this one's got eight, a hundred for 4.9 star reviews. That's probably it pretty good, accurate tablature transcription of that particular song. Right. And you know, that that's true on Amazon. For example, when you look at products that are being sold, when there's a lot of reviews, because it's based on other people that have used that particular piece of equipment, or have used that blender that says this is authoritative based on some kind of have proof.
Now imagine you could sequence together a series of tasks. And when you put these tasks together, they are in the achievement of a goal. Now, all of a sudden. You realize that any particular goal is a combination of items that need to occur in sequence, which is a checklist style recipe. Whoever can assemble these recipes that are composed of these tasks that are completed by these people who have done them authoritatively, that is something that other people can follow now for a goal engine to work.
You have to have the detection and collection of a goal. The thing with searches, you have to already define the problem. Let's say that you want to be a successful entrepreneur, or you started a business. Can Google tell you what's wrong with your business? You can ask it, you can play 20 questions, but they won't really know.
And you can say, Hey, I'm struggling. Can somebody help me? My business is not working well. My conversion rates are low. I'm not getting many leads. Customers aren't coming to me. Can the social network tell you, Oh, it's because of your pricing. It's because a competitor moved in next door and they're undercutting you it's because you aren't answering the phone or your product just sucks.
Or someone left you a negative view. Like no one can really tell you that. So the beginning of the goal engine is the collection of information that's necessary to drive that particular goal. I remember the shift here turned the search engines inside out by putting people first here. The shift is the goal first.
So when people define what their goal is like a three by three grid, then from the goal, you can specify who the people are that you trust that will help you achieve those goals. And those people can then give you advice, which is the content associated with the achievement achievement of that goal. So think about this, the social network said we're going to put the people first and the content on the outside, the goal engine said, we're going to do that, but we're going to put the goal first.
Then the people, then the content. So you see how it goes, one level deeper, it took this, and then it said, Nope, we're going to put your people on the outside here, which is what you already had. And we're going to put the goal in the middle. If you follow what we're teaching about the topic wheel, about the three stages of the funnel and awareness to consideration to conversion, you know, that what's going on is we're starting from the why to the, how to the, what the, what is the goal?
The, what is what you want to achieve. And if that goal is important, people are willing to spend money to achieve it, and they're willing to, and they want to work with people who will help them achieve it. And those people are selling courses and selling products and selling services and items that are in the achievement of that particular goal.
How much money will someone pay to achieve their goal versus pay to. Get some kind of fat, like what's the capital of Alabama versus give me a great experience at the beach in Alabama. Should I go, where should I go eat? Right. Would you not agree that a goal is worth a lot more than keeping up with the news of whatever's going on among your friends versus some kind of factual query?
Imagine. Even if you could get the right answer here on a factual query, you'd have to string the right questions together. You have to know what those right questions are to be able to achieve that particular goal. This is where the evolution of the internet is going to happen. Social has been 10 times bigger than search in terms of the information that's possible.
The value of achieving your goal is going to be 10 times bigger than social. We're about to hit this new phase. And I hope that you will join us in helping people to achieve goals because of your topic wheel, because of what you stand for because of the network that you have. Because of the word of mouth, that's backed by the proof of what you've done, that you are publishing to webpages and