Dude, let's talk about how we buy attention.

Yeah.

So I think the old way, we've both bought websites before.

We've both spent a lot of money on marketing, you know, in perspective wise, not compared to like a Microsoft, but for our own brands compared to most S SMBs and mid-sized corporations.

And back in the day, we would both buy websites for their traffic and their reach,

their Google rankings, they're backlink.

These days, I don't think you can buy attention like that because it's too fickle.

You buy a YouTube following. Does it just disappear overnight?

Does the algorithms change where you can't get as much reach in the future? If you buy an Instagram handle, same issue. If you buy a site that gets a ton of Google traffic, same issue.

I'm just if the rankings tank. I'm not saying they're doing anything shady, but you can't control

a future algorithm update or changes they want to make shady, but you can't control a future algorithm

update or changes they want to make with AI. It doesn't mean social media is bad or SEO is bad. I'm

just saying it becomes a riskier business purchase. But on the flip side, what I've seen really

consistent from attention perspective of all the acquisitions that we've done at np digital two of them were tool-based one was

answer the public and one was ubersid us and no joke for both those tools almost all their

traffic came from people just going directly to the site or googling their own brand name

it wasn't for a keyword ranking for surerampton. It was all branded related.

And I still think you should buy a lot of attention because you can use the tension to cross sell into other products and services.

But I think you have to be more picky with the tension in which it has to be really strong

brand affinity because that's the tension that's harder for an algorithm to kick out.

I'll tell you how I'm thinking about it right now.

So actually, Sean Cannell spoke at the event here.

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