Marketing School - Digital Marketing and Online Marketing Tips

Why versus pages are your secret SEO weapon. Noah Kagan shipped 19 SEO pages from a $20 Mac app and got six sales in three days, and Eric breaks down the two page types every product needs: versus pages and best-for guides. Neil adds two fixes, getting other sites to publish them and comparing the brands ChatGPT and Claude already recommend, and says comparison pages drive more revenue than listicles. Then Instinct: 10% daily growth, 40% of users adding a card, and why Neil would sell it to Apple. Sam Lessin says there is no moat in AI agents, Neil's Muse test turns hundreds of drafts into three sent emails, and Outrank's data shows sites with 400+ links got 115% more Google clicks. A practical episode on SEO and AI agents.

Key takeaways

◾Build versus and alternative pages for the competitors AI already cites

◾AI agents have little loyalty, so the product has to keep earning it

◾Linkable assets still move Google clicks

Chapters

00:00 Noah Kagan's 19 SEO pages and 6 sales

01:16 Neil: get other sites to publish your pages

02:38 Listicles are the new links

03:39 Comparison pages drive more revenue than listicles

04:02 Instinct: 10% a day, 40% add a card

05:21 Neil: Instinct should sell to Apple

06:37 Eric bets the founder sells

07:39 Apple could build this itself

08:24 Sam Lessin: there is no moat in AI agents

10:02 Neil's Muse test: hundreds of drafts, 3 sent

13:47 Every's personal agent comparison

14:24 Jev as a classifier for a fraction of a penny

16:36 Nobody is loyal to an AI product

17:37 Outrank: 400+ links, 115% more Google clicks

19:48 Neil: building something good? Ignore the hate

20:58 Linkable assets beat bought links

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Need marketing help? Visit: https://www.singlegrain.com/ and https://npdigital.com/

Growth Newsletter: https://levelingup.beehiiv.com/subscribe

Need marketing help? Visit: https://www.singlegrain.com/ and https://npdigital.com/Want to recruit great marketers? Find them here: https://marketingschool.io/hire

Neil's team won a $6M, three-year SEO contract without talking about SEO: they pitched the business problem, the board's numbers and the ROI. Eric reads the September jobs report, 29,000 jobs against a 90,000 forecast, and they agree that without AI growth the economy would be in recession. Neil shares a grocery bill and a moment at Target, and his plan to stop taxing people under $100K. Then agents: Latin America's biggest retailer, optimizing for LLMs to choose you, and Eric's Meta agent haggling 40% off an order from On. Eric covers OpenAI's Dots and its new distribution channels to 1 billion monthly users, and they close on X Money's 6% offer. A grounded episode on selling in hard times.

Key takeaways◾Pitch the business outcome, not rankings or links◾Optimize for AI agents to choose you, not just list you◾A great offer still beats a clever pitch

Chapters00:00 Neil's team won a $6M SEO deal without talking SEO01:28 Sell the business case, not features03:23 September jobs report: no AI, recession04:26 Neil's grocery bill and the grandma at Target06:47 Bridging the gap to abundance07:26 Neil's tax plan for people under $100K08:49 How to win any deal: solve their problem09:35 Latin America's biggest retailer and AI agents10:35 Optimize for LLMs to choose you12:28 Eric's Meta agent haggles 40% off at On14:01 Neil won't let AI near his travel14:47 OpenAI's Dots spots errors in your email15:36 Dot.com is owned by SpaceX16:08 OpenAI's 1B MAU distribution channels17:21 Microsoft and Google will undercut the labs18:23 X Money: 6% on cash, 3% back20:36 Neil wants his cash back in SpaceX stock

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AI labs are paying millions of dollars for company data through third parties, so should you sell yours? Neil says it depends on the business model, and Eric warns the labs will use that data to compete with you. Then a Bain study: only 6% of marketers say AI has had a significant impact on performance. Eric explains why that matches the top slice of any company, Neil shares the three places AI is actually winning for clients, and an a16z chart shows just 2.2% of households pay for AI. They explain why they stopped hiring clippers after YouTube's originality update, why niche videos bring qualified leads, and how Neil now picks topics from his sales pipeline. An honest episode on data and content.

Key takeaways◾Do not sell data that lets the labs compete with you◾AI only pays when it is aimed at work that moves revenue◾Original, niche content beats clipped reach

Chapters00:00 Should you sell your data to the AI labs?02:06 Data is the moat as models converge02:51 Eric's YouTube videos are driving leads03:45 Bain: only 6% of marketers see AI impact05:13 Neil asks: how many of you are growing?06:10 Neil's top 3 AI wins in marketing07:29 AI amplifies effort, and only 2.2% of homes pay08:59 Why we stopped hiring clippers09:58 YouTube's originality update for Shorts11:54 Neil's team wanted 10 clip channels12:58 Eric no longer needs an editor or a poster13:32 Niche content brings qualified leads15:27 Neil's channel: topics from the sales pipeline16:52 Long form once a month, shorts twice

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Instinct, the AI agent that lives in iMessage, is growing 10% a day, and Eric says its 23-year-old founder proves you do not need a personal brand to win. Neil explains why personal brands worked five years ago, why Neil Patel Digital became NP Digital to cut key man risk, and why shoppers now switch brands on a dime. Eric shares DHH's talk on all the things his team no longer does, and the OpenRouter chart where agents use 7.5 trillion tokens against 1 trillion for humans. Then the bill arrives: finance teams pushing back on AI spend, a friend burning $14K a day on tokens, and Hormozi's memo capping his team's AI budget. They close on hiring AI-native people who can keep up. A sharp episode on brand and AI spend.

Key takeaways◾People buy the product now, not the founder's personal brand◾Every AI tool needs an ROI number, not an estimate of time saved◾Hire people who are AI native and can prove a return

Chapters00:00 Instinct grows 10% a day, no personal brand needed01:21 Lisa Su's Formula One badge moment02:06 Personal brands worked five years ago02:41 Why Neil Patel Digital became NP Digital04:01 Shoppers now switch brands on a dime05:32 It has never been easier to make06:19 DHH: look at all the things I'm not doing07:34 Agent tokens now dwarf human tokens10:50 Finance teams push back on AI spend11:32 A teammate maxed out the Ahrefs tokens13:02 A friend spends $14K a day on tokens13:44 B2B tools ship too many features14:49 Hormozi's AI usage cap memo16:44 Training won't fix a mindset18:28 Hire AI-native people who can keep up

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Eric shares how Cody Schneider works as an AI-native marketer, and Neil talks about his interview on Cole Gordon's show and why research is what separates a good interview. Then Neil says out loud that his personal brand is dying, judged by fewer photo requests at events, and Eric explains it with the four burners theory and the shift from social media to interest media. They talk about the content an experienced operator should make, why Neil keeps playing the game, and Eric's travel stats. The close covers why brand takes ten years or more, YouTube's coming thumbnail tests by audience segment, and Clay's CEO on why brand has to start with the founder, not the CMO. An honest episode about brand, time and attention.

Key takeaways◾Interest media rewards the post, not the follower count◾A real brand takes ten years or more to build◾Brand starts with the founder; a CMO cannot install it

Chapters00:00 The AI-native marketer: Cody Schneider01:36 Neil on Cole Gordon's podcast04:24 Research is what makes an interview good04:54 'My personal brand is dying'06:35 The four burners theory07:19 Social media became interest media09:03 What Neil's team does for him now12:49 Addicted to the game13:27 Eric's travel stats16:36 Which speaking gigs are worth it17:54 Brand takes 10+ years20:03 SEO has always evolved20:24 YouTube's big changes: thumbnails by segment22:11 Clay: brand starts with the founder