Nick Bjorn

You'll come in, you'll start saving 30, 40% off those cleats.

And, you know, move them out the back door so they're not sitting on that inventory and doesn't go rot on the shelf.

Strategically, over the years, we've been focusing on that.

You know, a lot of link building, you know, links are definitely votes of trust by Google, as many of you guys know from, you know, the industry.

But at the same time, we're seeing big moves in content.

Google's all about its semantic search.

So the way that we're building out our content, the way that we're interlinking our content together, we're creating these ecosystems that really explain the who, what, why, when, where, and how around each product category in a keyword like cheap soccer cleats.

So we would really start to dissect that word,

topic model it out and then really start to write towards, you know, what are people looking for when they're looking for value in a cheap soccer cleat?

And we start to gather a bunch of data and we basically pull that together into content and make it and serve it right up for the search engines.

And that's been working very well for us.

All right, there's two things to that.

One is I'll drop a tool on you guys real quick for marketing Muse, or it's called marketmuse.com.

This tool is absolutely revolutionary.

I beta tested it when it was coming up.

It was built by a bunch of linguists and it basically will like crank through all those data sheets for you and figure out what the topics need to be and how well you're covering a topic and score those topics for you before you start writing.

So it's literally aggregating a ton of data that used to take us a ton of time

And to really kind of put that into the forefront so our writers can just start writing and, you know, produce more content, implement more things and spend less time data mining.

To your other point on the link building, what we've done is we've taken a bunch of PR gals that are traditionally, you know, PR professionals, brought them in-house, digitalized them, and now they create relationships on behalf of our clients.

So the product stuff is not working anymore.