Fatrank Podcast

James Dooley: Who you are, what you do, and why you are freaking brilliant. I believe that this is a great line for all staff to be trained up on for AI SEO. So, the who you are is defining the entity, the what you do is connecting the entity to the attributes and the services that you provide, and the why you are freaking brilliant is trying to round up all the best testimonials, reviews, awards, and case studies and amplifying that across the internet. Today, I'm joined with Chris Panteli and I do a lot of digital PR with Chris. Um he does a lot of the proof part on the claim, frame, and proof. And I want to go through the strategy a little bit more. So, Chris, introduce yourself, explain what you do with regards to a lot of the digital PR campaigns, and then we'll dig deeper into who you are, what you do, and why you are freaking brilliant.

Chris Panteli: Well, I'm Chris Panteli. I do digital PR and I'm freaking brilliant because I have a wonderful mix of Greek and English in running through my blood. Um yeah, I'm Chris Panteli, co-founder of Linkifi, a digital PR link building agency. Um we just do tier one earned media coverage. Um and for us, it yeah, like James said, it's it's that third part of that equation. Um which helps magnify and prove everything that is that you're trying to say about yourself.

James Dooley: Yeah, for sure. I think a lot of people don't seem to do the amplification of why they are freaking brilliant. And I want this is the main, like obviously, part that I want to touch on with yourself. So, obviously, you're doing a lot of digital PR. Me and you've spoke for many years and we've always gone back to the claim, frame, and prove kind of element. So, the claim, I like Fat Rank is So, what So, who you are, FatRank, what you do, we do lead generation. The proof part is I want to try and prove that I'm the best lead generation company like within the UK. So, the claim, frame, and prove. On the proof part with the digital PR, how important is digital PR with regards to LLM visibility and rankings as opposed to me just saying, "Okay, Chris, who you are, what you do, why you freaking brilliant on the why you freaking brilliant, I'm just going to go and do some guest posts as opposed to doing a digital PR campaign. Why is digital PR more important on the amplification?"

Chris Panteli: Yeah, great great question. Um I think it is because it is known both by humans and algorithms that anything which is difficult to get carries more significant weight. Google has known this for a long time and will value a backlink from the BBC much more highly than it would a guest post. And the LLMs, if I say I'm Chris Panteli, I'm the best footballer in the world, you know, I should be playing for England in the upcoming World Cup. I can say that, I can frame it, I can have some pictures of me playing football with like an England top on scoring a goal. Uh and then I could write a guest post also saying it. Okay, that's like a lot of people can get guest posts, they don't cost a lot of money. Or if I got featured in a BBC article talking about how I was the greatest footballer, you can see how that amplification and trust is miles ahead of of anything else.

James Dooley: Yeah, for sure. I mean, I love the kind of the expert commentary and the different types of digital PR campaigns of what you're able to do. Because on the who you are, what you do, and why you freaking brilliant. The who you are, I'm James Dooley. The what you do, I do lead generation and the founder of Site Seer, Promo SEO, fat rank. And the why you're freaking brilliant. I need to try to amplify that online. So, when you're all then saying, "James, there's an article here talking about AI and how it's increasing lead generation. Would you want to do an expert commentary quote on this?" And I'm saying, "Well, yeah, of course I do." Because one, it's connecting James Dooley to lead generation. But then the way it's being done is that we have James Dooley who's an expert at lead generation giving this quote and backing up why AI is important for lead generation. And that proof part is also then the why you are freaking brilliant. Because now, whatever article is saying it, could be like a big magazine, it could be a newspaper, they're using my quote and saying that I'm the expert in that field, which makes me out to be freaking brilliant. And I think people need to understand that element. People need to understand the KG MIDs and the branding is very, very important nowadays. And they need to keep coming back down to claim, frame, prove, who you are, what you do, why you're freaking brilliant. Keep looking at all them pillars and keep scaling that up. Is there anything else there that you proactively, when you're dealing with customers that want digital PR? Are you proactively trying to get that information out of them so that you're able to do the who you are, what you do, and why you're freaking brilliant?

Chris Panteli: Yeah, and that's an excellent, excellent point that you make. That actually being like quoted in articles that are like semantically related to what it is that you want to be known as being freaking brilliantly brilliant at. Even if it's not like not directly related, but it's like tangentially related to like your the skills and qualifications and attributes that you as a person should have in order to be perceived as being freaking brilliant in this area is hugely significant and important. And it can be as specific as like a Business Insider article that has written about how, you know, businesses in America have reduced their spend on on lead generation. And they've got a couple of experts in there. One of the experts is James Dooley from James Dooley from Premier SEO who is an expert on lead generation. He says X X Y and Z. The power of that of of all of those elements being connected is is massive. Um and obviously the more information we get from clients and in in order to be able to frame that engagement with journalists and articles, the better. So, yeah, you might be a real estate broker. But you might have, you know, we work with a brokerage owner in in Austin, Texas that does a billion dollars a year in volume. Um and he doesn't just want to be known as like the best broker in Austin, Texas. He also wants to be known for how important um agent retention is within his uh brokerage firm. Um how important AI um tool development is um inside the the wider agent sort of market. So, for him to be talking about these things across hugely authoritative publications, the more that we're able to engage with the client and extract that information, the more we're we're able to find those opportunities that have that resonate and build everything that we've just talked about.

James Dooley: Yeah, for sure. I mean, for me, I I posted um an infographic recently um and majority of people are a Venn diagram where everything's been interconnected. The point is when the car when you can't separate them out as being like so, James Dooley, entrepreneur, then gets linked to leverages AI, gets linked to his business model is lead generation, gets linked to he's the founder of Fat Rank. But the middle mod the model is James Dooley, entrepreneur. When when you can't and it's all segmented and overlapping and you've got ambiguity, it becomes really messy for Google to understand what you do. But with digital PR, where you're talking about that semantically relating you as being an expert with lead generation. So, the article's about lead generation, but now you're bringing in James Dooley as an expert and bringing in a quote, that is brilliant. As well as doing other digital PR campaigns, I do love profile PR, which is just an article about James Dooley and explaining who I am and what I do and so on and so on. But, the expert commentary part where I'm coming in as a third-party source on an article talking about lead generation, and as an expert, I'm giving my opinion, that's now connecting me with one of the facets of what I do, which is lead generation, and becomes really, really important. Like, is that is that the main element of what you're doing, the expert commentary with digital PR campaigns? And what you're finding, are people now looking for not just SEO benefits, but LLL and visibility benefits when they're doing digital PR?

Chris Panteli: Yeah, we're we're doing two main routes now. So, we do digital PR for SEO, which is about that expert commentary and the quality of the link that we're able to get. So, it's a bit broader in terms of like that semantic topicality. But, really the the inherent value is Well, the overarching value is the algorithmic SEO value of the link. And then you also get that benefit that it's a, you know, tier one branded mention. It's going to help with AI visibility. It's going to help with EAT. It's going to help with all of that good stuff. The other area that we're doing is authority PR. And that is like almost exclusively based on relationship building with journalists. It is a lot more involved, but the the weight and the power of it, especially I mean, we do 6-month a 6-month minimum campaigns because we know we need that time to ramp up. Uh one of the the we've been working with now for, you know, coming up to the sort of 8th, 9th month 8th, 9th month mark, we've had a New York Times op-ed piece. So, they sent a New York Times journalist to his house, full page like spread, um a CNBC talking head TV spot um on his exact market and asking him questions as the expert. Um uh bylined author pages on places like Inman, this is guys a realtor, on places like Inman and um realtor.com. Uh I mean, this stuff just compounds. The more that you put these clients in front of journalists that matter, the more opportunities they get. Um and I think the the power of that, especially in terms of everything that you're talking about when it comes to um you know, framing everything and then proving it. Like, that proof part becomes so so powerful when you when you're able to do this consistently over a period of time.

James Dooley: Yeah, for sure. The pretty Without the proof, it means nothing.

Chris Panteli: Yeah.

James Dooley: It's just empty noise. You know what I mean? Like, you may as well just go and sing in the shower and no one listen to it. If you genuinely think you're a good singer, you get on stage and amplify it with a microphone. And that's exactly what digital PR is doing. It's getting you out there to the masses. If you think you're good, go and do a YouTube video of you singing and amplify it out all over the internet. Don't just sing quietly in the shower. And I think this again was where digital PR comes into it. For anyone who's watching this, I think when you are looking to grow a business, you need frameworks. And I think frameworks is key and it's something that we always work on within the business. For some reason, the frameworks always seem to come in threes. That's just just seems Everything's always triplets. So, we've got the claim, the frame, the proof. Triplet. You need to be making certain you're doing all three. Without the proof part, you don't have it. The The claim and the frame means nothing without the proof. But then with the who you are, what you do, and why you're freaking brilliant, that's another framework that we have that literally is involved with all businesses. Whether you're a local business or a huge enterprise, you still need the who you are, the what you do, and why you're freaking brilliant. And just to kind of wrap it all the who you are defining the entity. So, Fat Rank, where was Fat Rank based, when was Fat Rank founded, getting all the citations, the business listings, and everything defining that entity of who you are. What you do, we do lead generation, we do PPC lead generation, we do SEO lead generation, we do lead generation that guarantees a return on investment. They're all the entity attributes. So, entity entity attributes. This is the way the whole of the knowledge graph is all connected with regards to SEO. The why you're freaking brilliant is the reputation element, the awards, the case studies, the testimonials, and the reviews. Without that part of the proof that's amplified with digital PR means nothing on the claim, frame, and proof. And that comes back down to who you are, what you do, and why you're freaking brilliant. I wanted to get you on I wanted to do this one with you, Chris, because you do the proof part and you do the amplification part and you do the why we're freaking brilliant part. So, for anyone who wants to reach out to yourself to go, "Okay, I want this amplification. I want this digital PR campaign. I want this to shout and scream about why we are brilliant." And go and get the awards and shout about scream about it and stuff like that because within the expert commentary you can be saying, "James Daley is an award-winning owns an award-winning agency and stuff like that." It's again, it's the proof part of the claim and frame. If someone wants to reach out to you, what's the best way of getting in touch?

Chris Panteli: Yeah, definitely. Um find me on LinkedIn, Chris Panteli, um or find me over an email at Chris at linkvada.com. Be great to talk.

James Dooley: For anyone who watches this and who want to start using the who you are, what you do, and why you're freaking brilliant, make sure you use my name. I've coined the phrase. Chris always laughs when I say freaking brilliant. But yeah, who you are, what you do, why you're freaking brilliant is a business model that we use in as part of our SEO strategies, LLM visibility strategies. It's a huge part of everything being connected together with the semantic triples, with the claim frame and prove model. We hope you like it. Leave a comment in the comment section if you like the saying who you are, what you do, and why you're freaking brilliant. Chris, it's been an absolute pleasure.

Chris Panteli: Thanks, James.