That's a good question. So keywords used to matter in the meta keywords Ville as you're asking they used to matter a lot. So when I began in search, like 20 years ago, I hate to admit, but yeah, 20 plus years ago, it was all about the keywords right. And then, you know, Google and Yahoo and other search engines found that people were you know, being unscrupulous and you know, stuffing keywords and, and just doing bad SEO tactics. So they really kind of cracked down on that. And so like Google then D prioritize the, you know, focus on keywords. You know, obviously keywords still play a huge role is as we've been talking throughout the session today, but as far as the keyword field, there's not a real limit, as long as you're, you know, it's gonna be during a period like you're stuffing it, you know, irresponsibly, there's not really a limit. Now, your CMS may well have a limit. I believe in arc, there was a limit of how many keywords you could enter. And again, you know, it's just, it's a probably a very minor ranking factor at this moment, but it it's still good practice to do. And, you know, it can help you think about okay, I got these keywords, then how can I incorporate them into the article as well? Thank you. Do we have time for one more? No, no. Oh, moving on. Okay. Topic authority. Alright, so this is my last favorite topic. So I did lead to major topic Authority building projects. Over my career. I did one for local TV sites. And they were trying to build up their topic authority and really their site authority by foking, focusing on local news, SEO. And then I did one last year in which I focused on I worked for national news desk at Cox media group and we had a ton of content a ton of explainers. Just it's just a ton of like holiday content, so much content, and it was just sitting across all these Google Docs and it was a mess. So we decided to organize it and optimize it and try to get some SEO movement. Out of that. So some of the steps you want to do for building topic authority. First thing you have to do is conduct a content audit. And with that, you want to perform a keyword gap analysis which you know, basically means you want to look at I'm sorry I guess you can still see I just realized, I don't know why it came back here. Let me do it in presenter mode again. Okay, there we go. So basically, you want to look at the keywords that you want to rank for. You want to see hey, are your competitors in that space? Are they trying to rank for those keywords as well? Those probably aren't the ones you want to focus on. You want to focus on the ones in which your competitors are not necessarily covering as much. Those are your opportunity areas. And you should definitely it's critical that you organize your content when you're doing a topic authority project. So I highly recommend I don't know if Jesse from WTF is sec. Oh, yes, there she is. Hi. So just a quick plug. If you follow only one SEO newsletter, I do recommend WTF is SEO How many of you guys already follow? Yeah. Okay, great. Awesome. Okay. So they have a spreadsheet formula, that it's a free tool that you can use. It's like a Google sheet. And I gave this to my producer who was managing this project who was doing this project for me and he was an Excel like, nut, right? He loved Excel and all that spreadsheet stuff and I'm just like, whatever. Okay, great. He loved that spreadsheet. He said it was like the greatest thing. He started using it for personal projects. So I highly recommend you go to their site and look for it. Totally free to use the most important thing is you organize it and you have goals. So what is your goal for this project? It's really important to know that going in you know, are you trying to, you know, beat out your competition in a certain topic area. Are you just trying to grow authority in a topic area? Are you trying to grow site authority? Are you trying to increase your search traffic? So these are all important things to think about? And you don't stop there. Once you organize that you do have to optimize it them and promote it very important. You know, leverage your CMS use list if you can and Ark we could build lists by topics and then we would build templates, as I mentioned before, and you would attach those lists to that topic to that template. And then anytime anyone was writing about that topic, it would the list would already be in there so they wouldn't even have to think about it. Again, streamline the workflows, right? And then yes, you do want to track performance, and we'll talk about that in a minute what metrics you look for. But first, we're gonna get back to Chris of SEO RP digital and so he was talking about a project he did in which they were trying to build top authority around lottery, which is big here too in the US. So he said frequency and in depth coverage of articles. matters. Be patient and continue to produce articles around a specific topic for several months. After suddenly losing traffic after a core update. We decided to continue and with the next update, we got the traffic back. And I do think that's important that you be patient I know that can be hard in the news world, but this content isn't going to be like an overnight success. Okay, this is about a slow burn. It's about building up topic authority slowly and surely over time. So, evergreen content sure you guys pretty much know whatever in content can be can be many things explainers, reviews, travel guides. Don't forget about your archival content. The Atlanta Journal Constitution, they do a great series where they they leverage their their photos, their huge, huge photo library, right decades and decades. And so they create these really cool photo galleries like my neighborhood in Midtown from like the 1970s and the 1950s. And it's just really cool. Seasonal Okay, so I know seasonal isn't exactly evergreen, but it's perennial, I would like to argue. And in my last news room, our seasonal content probably did better than anything else in this area. So I'm talking about you know, holidays. I'm talking about big events like the Super Bowl. I'm talking about severe weather event, you know, especially if you live in like a hurricane zone, like Florida, for instance. So these are things that come back year over year that you're going to be covering. So think about what matters in your area, you know, in Philly and might be more like winter weather, things like that. But think about topics that you cover. Year over year. You know, can you build explainers? Can you build out content in that topic area? And then there's a few metrics that of course you want to use to track results. Visibility is one. So you do want to monitor ranking status again, you know, these aren't probably going to be you know, in the top stories news box necessarily, though, I would argue that again, Google's expanding their you know, range and especially this search generative experience, the generative AI powered search, there are a lot more opportunities for evergreen content in those responses. Engagement is really important. You know, you do need to know if you know, give it give the time for your topic authority project to to grow. But at some point, if you're not getting that engagement, you have to realize, maybe my audience isn't as interested in this topic as I thought. So do pay attention to that metric and then pageviews document the traffic patterns. This will really help you know when you need to start covering something so you know, like so like for hurricane season, you know, we would start updating our content probably at least a month ahead of when hurricane season began. June 1. With Halloween. Guess what guys is time the Halloween candy is out at the store right? So it's time. So then that's something I learned about.com was like to start that holiday content like a couple of months ahead to really get it out there in the search world. And then, finally, about AI search impact. So again, I just mentioned this reviews, first person accounts, travel tips, explainers. These are all things that are being surfaced and Google's Ste right now. So again, it's a helpful content, right? That's what they're promoting. So do you have content that can play well in this space? And so, another so this is gonna be the final q&a session. So if you have any questions, or burning questions that you still want to ask, go ahead. I guess gentleman in the back.