The father of SEO – he’s been in the industry for almost a quarter of a century. He started with Infoseek. Then I say Google and my phone joins in the conversation. He then goes into the details of the 19 major search engines of the early years. And the tiny numbers we were using at the time. And how simple it was to rank, and yet complicated at the same time. Then the power of human intuition. And the glory of Macromedia Flash (that’s me, not Bruce). Rumour has it that only 10% of companies have even done any active SEO. Bruce suggests that there is an 80/20 half life of evolving SEO strategies. Lastly onto E-A-T – expertise is your onpage content, authority is that peers agree with you and trust is a reflection of the sentiment / praise of your users. Ends with a delightful Einstein SEO quote.