Expert Marketing Advisors:
Good morning. Good afternoon. Good evening. Thank you so much for joining us for today’s webinar. On embracing Gen. AI. The next frontier in SEO and content innovation. We’re just gonna give a few more seconds for people to join us, and then we’ll get started.

Expert Marketing Advisors:
Alright. Thank you. Today I have Steven Banbury, head of strategy, with expert marketing advisors joining us. Steven, do you want to go ahead and start it off?

Stephen Banbury:
Yeah, thanks, Brian. Thanks for the introduction, and thanks to everyone for taking the time to join us today. And as Brian mentioned, we’re gonna be exploring the intersection of SEO content creation and Gen. AI,

Stephen Banbury:
we’ll be sharing some key considerations when it comes to content in the context of Gen. AI and SEO as well as share some, you know hopefully some key takeaways in order to keep you up to date in this really super fast evolving. J. Geni era I mean.

Stephen Banbury:
if if anyone’s been paying attention to news over Thanksgiving, even with Openai. This is a very fast evolving space. And today I’m delighted that joining me is David Smith, who is a seasoned SEO and digital marketing professional? Maybe, David, you could do a quick intro.

David Smith:
yeah, thanks, Stephen. Yeah. It’s very great to be here excited to talk about this this topic. So yeah, my my life has been spent in marketing and sales and

David Smith:
you know, I’m a creative writer and painter. So I have a whole lot of that in my background. So these are really coming together nicely with the insurgents of of content, creation and artificial intelligence and all that. So it’s kinda it’s kind of burgeoning into my wheelhouse, I guess. But yeah, marketing has been my forte for the last 30 years. That’s awesome. Thanks, David. So let me just go over the agenda quickly. So we’ll we’ll do the introduction.

Stephen Banbury:
I’ll go through that

Stephen Banbury:
The rest you can read for yourselves. But essentially for the introduction I’ll do like a a brief timeline for search engines and J and AI, just to kind of set the scene a little bit. You know. As you know. Today, SEO

Stephen Banbury:
is an integral part of a digital marketing strategy

Stephen Banbury:
and search itself has evolved from the early days of, you know, Crawler based collection of text on the web sorted by relevance to now really complex algorithms. That sense what the intent of searches is in an attempt to provide more information than just web content web page, content. Back in 1990

Stephen Banbury:
a postgraduate student at Mcgill University in Canada, a guy called Allen Entage Rota Ftp. Indexing tool named Archie, and it was a tool for indexing Fdp, the archives essentially using allowing users to more easily identify

Stephen Banbury:
specified Si files and is essentially considered to be the first Internet search engine ever as you can see from the name Archie. It’s based on archive. They just got rid of the V to make it a little more personal.

Stephen Banbury:
And then, when we move forward to say 1,998

Stephen Banbury:
there are actually 80 million users back in 1998, with alto vista Lycos. Yahoo really sort of taking up the lion share.

Stephen Banbury:
and, as you can see, very early entrance to this with both Msn, now, Bing and and Google actually just representing less than one per cent of the market share, which is kind of crazy to think.

Stephen Banbury:
And obviously that changed somewhat rapidly. And by the end of 2,002, beginning of 2,003, Google was in the poll position and hasn’t moved from that position since, and as we all know, people stop saying, I’ve searched for things and started to say, I’m Googling. I’ve Googled it. And so this is what that market share looks like today.

Stephen Banbury:
today, you know, Google has over a billion users, processes over 40,000 search queries per second.

Stephen Banbury:
which is 3.5 billion searches per day, which is a ridiculous amount.

Stephen Banbury:
And that’s over 1.2 trillion a year. So as you can see with the some of those previous encompass have disappeared completely. With Google really making up the lions and not just on web on a desktop, but also in the mobile search as well.

Stephen Banbury:
So.

Stephen Banbury:
David, maybe you could talk a little bit about this next timeline.

David Smith:
Yeah, of course. Yeah. So I mean, because of the like, the recent surgeons of news articles and popularity with

David Smith:
Chat Gp and Claude and all that.

David Smith:
It. It seems like this things just hit us really fast and hard in the last, you know. Few years. But obviously over the last couple of decades we’re we’ve seen a lot of growth and generative AI things that we wouldn’t have necessarily called it back then. But that’s really what it was back in

David Smith:
even aol instant Messager, utilizing what at the time was called Smartchild, which is basically a something you can add on as like a writer to your instant Messager, and it allowed you to look up sports scores and get stock quotes and things like that. But it it was really what didn’t have a staying power. It was more just kind of a fancy thing to have on your on your computer.

David Smith:
but you know. But that grew into eventually, when we saw in the early 2,000 tens and 2,004, 1314, you know. Siri, and Alexa and Cortana and Google assistant, and all that really started to become something where a user is interacting

David Smith:
with a device, you know, with a computer. And it’s really providing help. And it’s providing some context between it and and the user and it becomes, you know, very fluid and then, obviously, you know, we hit.

David Smith:
you know, a couple years ago, you know, Chat, Gp, Openai, and all that has just grown and like with a lot of artificial intelligence and computers, things happen exponentially. They they develop and build quickly on top of one another. But truly the history of it goes way back, I mean decades before even into like the fortys and fiftys. When when Alan Turney was just talking about the idea

David Smith:
of can computers be intelligent? Can that process and understand? And back to his imitation game or turing test.

David Smith:
trying to determine whether, you know, can a computer out with a human person, you know, watching it come up with responses? And and it was a really neat test they’d actually have. You know, a person watching a computer responding and a human responding at the same time, and that that watch it was trying to determine which was authentic. Which was it the computer bringing back the answer? Or was it the actual human participant? And that test would say.

David Smith:
if it passed if the computer passed, and then it started to show the ability to comprehend communication between you know itself and a human participant. Pretty cool but even in like, I think, the 19 sixties there was Eliza, which we think was

David Smith:
it was a script ran that basically had a almost like a doctor in a in a psychiatric setting participant would make a comment or suggest an idea. And what Eliza would do is it would take that and just kind of repurpose it and

David Smith:
push back that statement into a question form kind of like a good psychologist might do, helping you understand your feelings right? So it was a cool tool, but it just began to show us there is an opportunity here. But again, this is just in the sixties. You know, how can we utilize

David Smith:
the processing of of input from a person into a computer? And it can extract information and and deliver a response back? So we had seen that really early on I even think back to, you know, as a kid watching the Jetsons, you know. You know, Rosie and and George communicating. It’s like, Wow, this is, this is our future, right? So and which is kinda interesting little fact. You know, the Jetsons were set to be

David Smith:
like in a way like 2,000 sixties is kind of the timeline that the Jetses were supposedly happening. So it’s kind of neat we’re we’re getting closer to those things. But

David Smith:
you know, the seventies eighties didn’t have a ton of great growth with AI. But we really saw more in in the early 2,000 s. And I think that’s where it’s all really taking place. But I think with you know, science fiction and and writings and stuff. People have always thought, you know, can can computer intelligence match human intelligence? And I think we’re starting to see.

David Smith:
you know the way it can push itself into that arena. But I think we’re still a long way away from some of the things that you know. Alan, turning thought might happen. It’s interesting when you look at that timeline. And then you look at like this timeline in terms of that speed of adoption.

Stephen Banbury:
So you know, from Turing to, you know, conversations around artificial general intelligence. So this will coming up. You look at the speed of adoption. Just that rate of changes just exponential. So when you think about getting to a hundred 1 million users for spotify, which is, you know.

Stephen Banbury:
like 4 years plus in less than 2 months

Stephen Banbury:
you’ve had that

Stephen Banbury:
the chat Gp for open I and in fact, they launched literally a year ago to today. I mean, they launched. I think it was the thirtieth of November 2022.

Stephen Banbury:
Just a quick chart just in that vein. When you think about the AI market map this was Sonia hung from Sequoia. Capital. I mean, there were. It wasn’t a tiny amount back in 2022. But you can see just that increase just in the app market. This is, doesn’t even include things like infrastructure. And some of the other tools that support it. And as we know the investment in this is absolutely huge.

Stephen Banbury:
And when you think about recent announcements, announcements about your ability to create your own

Stephen Banbury:
Gpts.

Stephen Banbury:
and perhaps even a marketplace an app store for those this is just gonna just explode massively.

Stephen Banbury:
And so. you know, setting kind of some of the background for some of this. You know, one of the

Stephen Banbury:
the quotes that I read that actually, Paul Roza came up with. This was something actually that came from a doctor who was talking about radiologists.

Stephen Banbury:
and he was saying that AI won’t replace radiologists. But radiologists who use AI will replace those that don’t. And

Stephen Banbury:
Paul views marketers here, and I think there’s many functions you could put in this. But I see marketing and AI in this particular instance, is very much a dynamic duo and ways in which you can come together

Stephen Banbury:
and actually use it as a tool to augment your skills, and actually even do a better job more efficiently in a scale versus replacing but actually starting to use those tools. Super important, and and we’ll we’ll move on. But before before we get to the next slide. Any any thoughts on this, David?

David Smith:
I love the quote, and I love the fact that you’re right. It’s it’s something you can even easily replace anything in there? And and achieve the same idea behind the quote. But yeah, truly, when we look at this as a tool that’s available to us to use. I love the word augment. You know we’re still in charge. We still have to decide to use it. You know, like

David Smith:
maybe a a rock pounding in a spike compared to a hammer, you know, having a something more agile and more. Has more of a finite precision to it. I see this as a tool, and I do understand. And II really appreciate this this comment because it is true. You know those who use tools properly will always outmatch those who don’t. I think there should be some caution placed around any adoption of any tool.

David Smith:
But certainly yeah, that that that says a lot to how we should approach this with excitement and not so much with fear.

Stephen Banbury:
Yeah. Yeah. And so you know, with with that as a kind of a background. Then you know, I’ll hand over you to David to talk about. You know why SEO is

Stephen Banbury:
is so critical for for business today.

David Smith:
Okay, yeah, thanks. Steven, yeah. So this is, this is a great slide here. Imagine 50% of the folks that are online doing. Searches are arriving at those sites they’re searching for organically, you know, which means they’re just putting a query in. They have a they have a pain point. They have some friction, a problem, a solution they’re looking for. And they’re going about that like any of us, would, you know, saying, Hey, I need help

David Smith:
and those searches are, you know, what we call organic, and they make up more than half of the searchers online, which means that’s super valuable to understand and as you go into the next slide, and we start talking about where SEO and organic come together, and that’s really the crust here. Is because that is what SEO does. Our our idea of

David Smith:
of of organic SEO is to get folks to the site organically, meaning they’re finding them through their own drilling down and learning about what they’re searching for. So so our 2, our 3 points here, yeah, again, 50% of traffic is getting to the sites organically. Via SEO SEO has an amazing con

David Smith:
amazing point to leverage for conversion of those folks that that lion land at the site.

David Smith:
When you think about, you know. Typical, you know, cold calling or outbound efforts returning, you know less than 2. Looking at this quote here the over almost 15 conversion rate and I think that has a lot to do with the fact that the searcher initiated that search. And they have a. They have a

David Smith:
a problem that they need to solve. And so that’s an investment right? They’ve already put time into it. They’re they’re suffering from whatever that is. So when they go searching for it, they are actively pursuing a solution, and anytime you have sales come together. Someone who’s anxious and ready to buy. They’re gonna have better conversion, most certainly. And then we look back to the idea that this is an organic search

David Smith:
again, while SEO and organic search, and that type of return shows the effectiveness of what SEO brings. And then thinking about, you know effectiveness and and return on investment, you know, because it’s

David Smith:
you know, money is spent initially on the strategy and the creation of content that will then build out the site and the pages. It’s not a pay per click model. So folks that are arriving to organically is not are not doing that are not getting there, and you’re not paying for their arrival. They’re getting to there because you provided content. That matches

David Smith:
their query, and that’s free, and it’s sustainable as it builds, and the site gets stronger through those SEO efforts. It remains that way. But I think that what makes SEO such a strong you know investment from an Roi standpoint.

David Smith:
Yeah. And this next slide is great, too, you know. Again, imagine when folks get to your when they found a reason to land on your site. It’s because they probably found you in that first page.

David Smith:
And if 75% of users don’t go beyond that page one over those top 10 that tells you something, and it tells you that what they’re being delivered they are perceiving is valuable.

David Smith:
and they see it as answering to the queer that that they have.

David Smith:
And so the only way to get yourself there maybe get yourself to that spot is good quality content, and that’s what SEO’s aim is to deliver not only well rounded content, but authoritative content, but user engage content stuff that’ll keep folks on the page and enjoying what they’re reading. So

David Smith:
so I guess that probably the the long term growth again, as we spoke about it, does help folks stay on the page and help build out authority, the of the site. And then not. Of course, nothing goes beyond the idea that when someone grabs their smartphone and does that search over 75 of those folks looking for a local solution

David Smith:
end up at that business or on their website that day with almost a 30% sale rate, which that’s incredible. And so the idea of SEO for business across all 6 of these points, and the last one being one, it’s really, really untapped in a lot of ways. Folks don’t realize how important that local strategic SEO is gonna be because if 75% of folks are searching on their phone right now, you know, Stephen, you know, that’s just going up

David Smith:
and pretty soon it’s gonna be 95, and the numbers just get better, for businesses are properly leveraging local SEO and their efforts. Yeah, the so the business listings. The Bdb side of that is

Stephen Banbury:
as it released a local is super important, because

Stephen Banbury:
you know. Certainly when I’m doing a mobile search, it’s, you know. Is there a, you know.

Stephen Banbury:
a restaurant near me is a doctor near me. It’s it’s proximity to where you are with that searches. And so that’s incredibly important. And and to your point.

Stephen Banbury:
kind of often overlooked when you’re thinking about your SEO strategy and content. That’s gonna drive that. So

Stephen Banbury:
yeah, really, really interesting.

Stephen Banbury:
as we get into essentially, the fundamental role of content. You know. Maybe, David, when we go, you could talk about how you really leveraging genai for content really at scale, I guess. So let me

Stephen Banbury:
hate you with this quote.

Stephen Banbury:
I mean, certainly when I when I when I when I search. you know, unless I’m doing like

Stephen Banbury:
very deep research, I’m really not looking past the first stage, and, in fact, my my intent as a marketing professional is to always increase and improve our ranking. So we are on the first page. So this this really

Stephen Banbury:
resonates with me.

David Smith:
Yeah, it it kind of makes me want to ask the question, you know, like the chicken or egg question, you know. Are folks not going on those additional pages out of laziness, or are they landing there trusting what they see? And if they’re trusting what they see. What came first. Was it the branded?

David Smith:
Was it the brand marketing? And or was it the trustworthiness that Google is placed, you know, into that site to catapult them up to the front page for the top page. But I think the answer is really, it’s both, you know, like the fact that folks aren’t leaving those top. You may one to 10 aren’t looking any further is because they do trust what they’re seeing is authoritative and trustworthy, and that they can find there’s what they’re looking for

David Smith:
right there. And so if you know that if you know that the opportunity to be ranked at 15 or 20. Is a good thing. You would. You probably have to wonder? And it really isn’t because

David Smith:
people aren’t gonna see you. They’re not gonna make it to your site. Ii generally as a consumer, know that when I’m on that first page I’m finding the things that I need now, you know, some users might drift beyond that. So I we have, you know, a quarter of them still doing that. But you know ultimately it’s good quality, content, relevant content.

David Smith:
that is elevated by our search engines. And that’s what people are finding. And again, they wouldn’t be there if that content wasn’t relevant and wasn’t authoritative. And then it makes you able to trust that even more.

Stephen Banbury:
Hmm!

Stephen Banbury:
So maybe you could walk us through some of these points that you that you put up David around facilitating ideas and really utilizing this new technology? To

David Smith:
sure, sure.

David Smith:
So it goes back to the importance of content. And SEO, I mean quite honestly, there are a lot of phrases about this, but I mean, content truly is is is everything. You know. You’re trying to to deliver to that searcher what they need.

David Smith:
But the content needs to echo the voice that they’re using in their search to find you. So it’s important that the content is relevant. It’s useful. You know. Larry and and Sergey went off with the idea that Google, they wanted it to be helpful, relevant and useful information right from the beginning.

David Smith:
And I think that’s obviously still true today. So as we think about content and the role of content and SEO it does tell me. You know, it’s gotta be good. It’s gotta be thought provoking. It’s gotta cover all the bases like. It’s one thing to have a page on a particular piece of maybe your product or service, outlining what it does, how it solves that problem.

David Smith:
But it’s not that single page. It’s going to give you relevance in your search results. It’s going to be all the surrounding pages, all the surrounding articles, all the different assets that you create to support your knowledge, because you know, one particular topic or keyword might get a searcher there right. But to show the search bots that your site really is the authoritative source on this, say this one particular domain.

David Smith:
You have to build out loads of content, you know. So it’s not just a hierarchy of one good keyword. But it’s all the keywords underneath that keyword that these search engines want to see that you are talking about those items. So that that’s all content. And you have to keep building that content out. And so.

David Smith:
as we kind of see the through line between what gets folks via search to your site. That content is everything and keeping them on the site, keeping them engaged. So we think about like, how do we use this generative AI tool

David Smith:
to help us right? And I think that’s where our slide right here talks about, you know, using a generative AI tool is great, you know, and I think from a scale standpoint, the facilitation of new ideas. It’s wonderful. But there are a lot of these things that we have to keep remembering, you need to have human oversight. Someone has to be in the trenches looking at what’s being created. Because.

David Smith:
you know, ultimately, it’s it’s a person who understands their product. And that same idea that marketer understands the user and there’s so much intricacy and so much nuance to it, that if if we rely on content that’s been created by AI that the bars is becoming to be set. Very well.

David Smith:
And so when we look at this right here, the idea of, you know, content. The idea of content is supposed to satisfy informational needs. And that’s only gonna come from a skilled writer, you know, looking at again the content’s being given. And how does it reflect against how that searcher is looking?

David Smith:
so you know, we kind of use some of these to help us every day as we use these tools. Because obviously, we are trying to be on the front end of utilizing AI content. You know creative tools. But we have a we have a staff, you know, 10 or so writers that we have invested in and trust that you know they are the authority, you know, they know how to communicate. But we look at this tool as an opportunity to generate new ideas

David Smith:
defined to analyze data and to find, maybe certain areas that needs to be elevated in the content. So I think that’s where our real tool chest is at but anytime you do use it. You gotta be. You gotta be cautious. You need to have a human involved. Because, again, like our third point, yeah, we have to pro prioritize re readability of that content. And that’s where I think we start to see a lot of holes. And what’s generated from like a you know. AI standpoint is missing some of those contextual

David Smith:
feelings that a human is written, and you could. I think you can see through. Pretty sure I’m sure, Stephen, you’ve seen stuff that it’s been clearly generated. By AI, and it is kind of flat. It’s kind of dull and lifeless. And I think, to use this tool effectively. You gotta have people again in the trenches, you know, monitoring how it’s coming out, making sure it’s aligning up with the intent of both the searcher. And you know the the product that that searchers looking for.

Stephen Banbury:
Yeah, it’s an incredibly useful tool, but sometimes it lacks little authenticity in terms of like

Stephen Banbury:
the emotion you don’t get. or the

Stephen Banbury:
the lack of specificity that you sometimes get. And I mean, a lot of it comes down to the questions you’re asking and trying to generate responses. But no, that that’s exactly right. And so you know, as we think about the future of SEO with Jenny. I you know.

Stephen Banbury:
you know, talking about really the necessity for SEO professionals to adapt to these AI advances, you know, and how they can incorporate these tools. Maybe there’s a a framework or like key takeaways.

Stephen Banbury:
David, that you’re that you can share in the next couple of slides. I know this quote from from Hotspot kind of stood out to me in terms of

Stephen Banbury:
you know, differentiation.

David Smith:
I think it’s a great. It’s a it’s a great quote. And if we could remember to

David Smith:
like the resource that these generative AI tools are have are using is really, if you think about it like it’s a bucket of information. It’s the Internet, right? So it’s it’s only ability is to resource or pull from that archive. Right? So it has. It has an incredible ability to go through masses of amounts of data.

David Smith:
right? And it’s getting better and better at curating that that data into a discernible sentence or a paragraph, right? But ultimately it’s it’s only pulling from data that exists.

David Smith:
Well, that’s not creativity.

David Smith:
right? I mean, creativity is someone who merges, you know, several different colors together as a painter, and creates this new, not a new color. But This blended version of a color that’s creative. You know, someone who just pulls from the bucket all the time. And you’re gonna get the same results. So I think what was being mentioned here is that like to to elevate as as content starts to get watered down by some of this generative. AI

David Smith:
it’s gonna again need that human touch. Because we we can. Ha! We can. We can manage creativity, you know pretty well with empathy and understanding. You know, these are things that are. Con can never be pulled out of, you know, content, creation. And even in general, I think that’s just

David Smith:
the basis for how human involvement in this is critical because you can’t. We can’t replicate that you can’t replicate the understanding that a human has that a person has the empathy that they could show. And I think that’s again, I think it’s a great quote to be to be

David Smith:
hitting those new things. It’s kind of you need to be authentic and creative, for sure. Yeah, I think what’s interesting is, you know.

Stephen Banbury:
you have those large language models.

Stephen Banbury:
But you have to underscoring your point around. It’s just pulling on content that already exists, and content. That’s being added right, especially if you have the ability to, you know.

Stephen Banbury:
Go search the web through a bing right as a chat TV does so. But at the end of the day it’s still pulling putting resources. Yeah.

Stephen Banbury:
Oh, please go ahead. No, no, I was, gonna say, as as you as you think about some key takeaways.

Stephen Banbury:
yeah.

Stephen Banbury:
these are all super important. Where? Where would you? Where would you stop?

Stephen Banbury:
What do you have? You know these are all all things you really have to be cognizant of.

David Smith:
Well, II think the most important thing is, you always gotta remember the reader. You gotta be thinking it’s like number, like the last one probably is the most one that is most important when focusing on the value

David Smith:
you know. Gotta continue to create, you know, genuinely good content for the for the users, you know. So you know, knowing your target audience and understanding the trends that’s that are happening. I think that’s the most important point, like, when you think about content, always think, is this valuable?

David Smith:
Am I providing an answer, a solution, a service, a product to that person who’s looking for it.

David Smith:
So when you think about that, that, Miss means we are going to be in this working it together. So. But yeah, these other points are great, you know, saying a breast of developments in AI and understanding how they’re affecting. Like, how we.

David Smith:
how we strategize our SEO efforts. So certainly that’s a great one. I think the balance of AI and urban oversight, of course, lead that that can’t be underestimated. I think that has to be 80 20, you know, we we have to stay involved.

David Smith:
you know, one of the things at at early on you. You heard a lot of people talk about, you know, you know, Google and search engines are gonna start penalizing folks who use content created by AI. And I just don’t think that’s gonna be the case. I don’t think it’s gonna be a penalty for using it, because ultimately I believe they they still want good content. So if it’s AI assisted.

David Smith:
and there’s still good quality content, there is not going to be marked as bad. It’s not going to be looked at as poor content that will get looked at as bad and currently is still getting looked at as bad is duplicate content. It’s old pieces of content have been retread to kind of put a fresh face on it, but no real

David Smith:
effort was taken to make it more valuable for today. So you know, keeping content green, keeping it fresh, I think that’s the most important. And again, AI. And these strat and these tools will help do some of that.

David Smith:
But ultimately that that human involvement, and keeping it, you know, weighted and and helping folks understand what their their, what the solution you’re presenting really is doing for them is going to be so. So key.

David Smith:
yeah, I love that last point.

Stephen Banbury:
II know where. So

Stephen Banbury:
coming up to? Actually on the the half hour. One question that I had come in just while it’s against the Qa. Slide that I can ask on this slide is you talk about staying? Stay staying informed?

Stephen Banbury:
What’s how do? How should people? What resources? How should people think about that? Where can they go? What? Where are where are you going to to stay? Updated and informed? I know I go to the AI Marketing Institute, for example.

Stephen Banbury:
You know, following thought leaders on, you know X, formerly known as Twitter, I mean threads, which is great, you know. Kara, Swish and team are all over that. So how about yourself? What? What guidance would you give to people?

David Smith:
Oh, I mean, II love the idea that you know. And and speaking to the idea that that Google and and what’s delivered to us daily, and our feeds tend to hover around the things that we’re searching for

David Smith:
and as soon as I, you know, started to dive into this, the more research I did, the more articles and the more prompts I was given to, you know. Check out this article. Look at that! But those same sources that you mentioned are great.

David Smith:
I think the idea is, you know, always be current, you know. Watch trends, watch news article, you know. Watch what the news is saying. But, more importantly, there, there are resources out there. That really deliver, you know, from Gartner to to others like that. You’re gonna find a lot of great information. But you know, I think that the real key is be diligent and be vigilant. And what you’re doing? Because some of these things are gonna shift algorithms are gonna change. You know, things might at 1 point be working well

David Smith:
with some of this AI assisted content, and maybe sometimes it won’t so just staying abreast again, being vigilant. You know II love. The idea of peer review, making sure that we’re constantly bouncing ideas off of each other and and finding out what what others are thinking and where they’re finding their, you know, the best nuggets for us to learn from.

Stephen Banbury:
Yeah, I mean, for II put this slide up just well to thank everyone for coming today, and and David especially for for your insights around this. And our email addresses are here.

Stephen Banbury:
So if you do have questions, please feel free to reach out to David or myself directly, and we’ll definitely take the time to to get back to you. But

Stephen Banbury:
thank you so much, David, for your for your time today and thank you for everyone for for joining us. It’s been a super interesting, really. Appreciate it. Thank you.