$30B Founder: How To Rank #1 In ChatGPT
This episode features a conversation with Daresh Shaw, a founder of a $30 billion company, discussing strategies for ranking #1 in AI search engines and the evolution of marketing. The discussion covers the origins of inbound marketing, the importance of community building, and the impact of AI on organic traffic and search engine optimization.
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Introduction to Daresh Shaw and HubSpot's Origins
The episode introduces Daresh Shaw, co-founder of the $30 billion company HubSpot. The conversation highlights his unique perspective as both a big-picture thinker and a hands-on builder of new projects. The discussion aims to explore the early days of HubSpot, its innovative marketing strategies, and the emerging opportunities presented by AI and ChatGPT.
The Genesis of Inbound Marketing: Blogging and SEO
Daresh recounts the early days of HubSpot, explaining how his thesis work led him to start a blog. He discovered the power of SEO to drive organic traffic, which significantly outperformed competitors with larger marketing budgets. This experience laid the foundation for the inbound marketing strategy.
Building a Movement: The Inbound Conference and Community
The discussion shifts to the creation of the Inbound conference, which started small but grew into a major event. HubSpot's strategy involved not trademarking 'inbound marketing' to foster a movement and community, making the event inclusive even for competitors. This approach proved successful in establishing inbound marketing as a dominant strategy.
Lessons from Early Communities: Blogging, Crypto, and YouTube
The conversation draws parallels between early blogging communities, the crypto space, and early YouTubers, noting the common thread of small, passionate, and often unconventional groups. These niche communities, initially perceived as 'weird,' often become the bedrock for significant market shifts and innovations.
Category Creation: Biohacking, Longevity, and Funnels
The discussion explores successful category creation strategies, exemplified by Brian Johnson's 'Don't Die' movement in biohacking and Russell Brunson's popularization of 'funnels' with ClickFunnels. The core idea is to build a community and movement around a concept first, then offer a product that serves that movement.
The New Frontier: Ranking in AI and ChatGPT
The conversation pivots to the current landscape of AI search, where tools like ChatGPT are replacing traditional search engines. The challenge now is to create content that AI can understand and rank, essentially optimizing for AI discovery rather than just Google. This ties back to the principle of making markets more efficient.
Algo-Jacking: Gaming Social Media and Search Algorithms
The concept of 'algo-jacking' is explored, focusing on how creators like Steve Bartlett and Mr. Beast strategically leverage platform algorithms for massive reach. The success of 'The Diary of a CEO' podcast is also highlighted as a prime example of mastering this technique on YouTube and Instagram.
SEO Evolution: From Black Hat to White Hat and AEO
The evolution of Search Engine Optimization (SEO) is traced from early 'black hat' tactics to the current emphasis on 'white hat' practices. The discussion introduces Answer Engine Optimization (AEO) as the new paradigm, driven by the rise of AI chatbots that provide direct answers, reducing click-throughs to websites.
Intensity is the Strategy: Volume, Iteration, and Persistence
The principle of 'intensity is the strategy' is emphasized, highlighting that consistent effort, volume, and iteration are more critical than perfect strategies. The importance of enjoying the process and market is stressed as a key factor for long-term persistence and success.
The New Wave: AEO and Adapting to AI Search
The discussion delves into the practicalities of Answer Engine Optimization (AEO) in the age of AI. Strategies include ensuring AI crawlers can access website content, structuring content for question-answer formats, and leveraging signals like reviews and community discussions that AI models often cite.
Building the Future: AI Agents and 'Vibe Coding'
The conversation explores the burgeoning field of AI agents and Daresh's personal projects, such as ImageGen.ai. The concept of 'vibe coding' is introduced as a way for non-developers to create software, with a vision for a marketplace connecting these users with engineers for more complex needs.
The 'Love of the Game' Clause: Passion and Purpose
The episode concludes by emphasizing the importance of passion and purpose, drawing parallels to Michael Jordan's 'for the love of the game' clause. The discussion argues that genuine enjoyment of the work is the ultimate motivator, and that financial success often follows from this intrinsic drive, rather than being the sole objective.
Key Statistics & Predictions
Important data points and future projections mentioned in the video
Decrease in organic SEO traffic due to AI chatbots replacing search engine results.
Potential market value for AI companies like OpenAI, becoming the next trillion-dollar giants.
Weekly active users of ChatGPT, highlighting its rapid adoption and impact on information consumption.
Core Topics Covered
The most important concepts and themes discussed throughout the video
Inbound Marketing
A strategy focused on attracting customers through valuable content and experiences tailored to t...
Search Engine Optimization (SEO)
The practice of increasing the quantity and quality of traffic to your website through organic se...
Artificial Intelligence (AI)
The development of computer systems that can perform tasks typically requiring human intelligence...
ChatGPT
A powerful AI language model developed by OpenAI, capable of generating human-like text in respon...
Community Building
The process of bringing people together around a shared interest or goal, fostering connection an...
Category Creation
Establishing a new market or niche by defining a unique concept or approach, often before a speci...
Algo-Jacking
Strategically optimizing content and presence to align with and leverage platform algorithms for ...
Answer Engine Optimization (AEO)
Optimizing content to be featured as direct answers within AI-powered search engines and chatbots.
Entrepreneurship
The process of designing, launching, and running a new business, often involving innovation and r...
Iteration and Persistence
The practice of continuously refining an idea or product through repeated cycles of development a...
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