how to design a website ranking algorithm—my growth strategy for

Note: this episode of the Usman Gondal Show is brought to you by the — Your Morning Fix of Inspiration

there’s 2 ways you will learn something

1st is you find and do what’s worked before and replicate it

2nd is you keep going and learn along the way

the thing with tech is, it has shortened the loop of change across industries

if I start doing seo for—1 it will distract me from the most important thing, creating content

—2 I think seo is an engineering fix on a design problem

Getting your site to top of the search is not an engineering problem

If it were an engineering problem, every time Google changes the algo, your site will still rank on top

many sites keep ranking on top regardless of algo changes

sites like

have you ever wondered why that is?

it’s because—well I have a theory

if I were at designing the Google ranking algo

I will look for 1 thing and 1 thing only

the value visitor is getting from each page visit

I will make every other metric irrelevant

so a person visits a website after doing a search on Google

I will see their return rate to the website, I can do this because I’m Google

since I’m Google I already have the entire internet ranked for emotions

what emotion the user most likely felt after visiting a website

I also have the information what emotion this user is optimising their life around

if I’m Google, I’ll tilt the algorithm in favour of happiness

if person felt happy after visiting a website for a keyword

the algo will rank this web-page higher, not the website

in my algo we only rank pages regardless of the website

the more the happiness, the higher a page will rank

you can’t go wrong with being positive

which reminds me something Chris Voss said in 1 of his interviews

if you zap someone with a positive emotion three times in a row

their entire mindset will change

and the human brain works way better when in a positive mindset

30% better was the number if I’m remembering it correctly quoted by Chris in 1 of his interviews

instead of doing seo which is not a permanent fix

for—my growth strategy for search is making people leave happier than they arrived on my website

that’s value creation

immense, value creation

now you could say this is just a strategy and

Strategy without tactics is the slowest path to victory—Sun Tzhu

kudos to my dad for letting me read all his military book stuff when I was a kid

you are right if you thought of this

well, I’ll admit I need some sort of tactics to speed up this strategic execution

I think I’m going to take the easiest path

Ried Hoffman says Strategy is about doing the easiest most valuable thing first

when Reid speaks about Strategy, I listen to him, intently

the easiest most valuable tactic for ScaleUpDictionary’s growth on organic search will be 3 things

1—make the content so good the people would gladly link to it in their own content

2—release a physical book version of the ScaleUpDictionary

3—create an audio book

the 80/20 of seo has to be the human element

create content so good it makes people happy to share it with others

how to design a successful brand—and arrange your legos according to your investment thesis

Note: this episode of the Usman Gondal Show is brought to you by the — Your Morning Fix of Inspiration

design hits a target engineering can’t see — as I set out to design — I am faced with a choice

I will not waste resources on doing surveys when I can just see what’s already working and replicate that, in my own way

so I followed in the footsteps of great artists

I used same colour as BuzzFeed for the logo because they’ve probably spent tens of thousands of dollars on finding the most energising shade of red

I looked at the Linkedin favicon and mashed both up it into a logo

later I found out reddit uses the same hue and even WordPress uses a rounded favicons

it feels good to break things down to their basic building blocks

find out patterns of success

and rearrange your legos according to your investment thesis

an exercise in first principles prototyping

Clubhouse and shy people—here’s to making them happier

Note: this episode of the Usman Gondal Show is brought to you by the — Your Morning Fix of Inspiration

shy people are people too 

because they are sensitive 

see the diagonal red line on the microphone? 

this subconsciously affects people

it should go away or it will drive away enough people to marginally flatten the growth curve and the engagement curve will suffer more 

leave quietly should be in green, yes green

if shy people want to leave make it easy for them 

a bit of egalitarianism is a good thing

could there not be another way to show a persons mic is off?

could the default representation not be, nothing

no mic, nothing

here’s why this is Okay if your system design constraints allow it, you should have eventual persistence.

Note: this episode of the Usman Gondal Show is brought to you by the — Your Morning Fix of Inspiration

Takeaway 1. Engineer productivity, System Simplicity & eventual persistence are good things.

Takeaway 2. LinkedIn is using this shade of green to convey this class of message.

Takeaway 3. You should run a A/B with this green in your product. LinkedIn’s A/B testing budget is probably 100x of most smaller consumer internet products.

Why Clubhouse needs a ‘growth-diet’ or it will become Quora for Audio—here’s how to fix it

Note: this episode of the Usman Gondal Show is brought to you by the — Your Morning Fix of Inspiration

Remember Quora? 

It used to be a nice place, at least in the beginning. 

Then it was invaded by an army of “wikipedia bots”.

If Clubhouse wants to win, it must stop the invites and go on a diet. 

Here’s how to fix it. 

Look at the retention curve. 

And dig into data and rank the users on the following parameters:

  1. Listens a lot 
  2. Speaks a lot 
  3. Uses the App within 2 hours of morning and two hours before bedtime

Take the top 20% of the users and find a way to pixel them if the terms and conditions and privacy policy of Clubhouse is happy with it. 

Make an LLA and run an Ad and give the prospect a unique link and ask them to copy it and check back later. 

If the prospect checks back 5 times within 1 week. 

Bring them onto clubhouse with 2 giveaway invites. 

Observe the retention curve again. 

Giveaway 1.6x the number of invites given during the preceding phase.

Keep pruning. 

This will make Clubhouse into an exclusive club. 

It must remain that way if it is to become a net-cash-flow-positive entity.

How much will Clubhouse be worth at 2.75M users: at $62.5M projected profit per month—calculated independent of micro and macro economic cycles

Note: this episode of the Usman Gondal Show is brought to you by the — Your Morning Fix of Inspiration

given the average 34-47 year old, the clubhouse user today 

this revenue cycle will start changing 120-(19+41)+(2021) = in year = 2081

Facebook ARPU in 2020 was about $30 

Clubhouse demographic is a special demographic 

to find the ARPU of this demographic I will 1.6x $30

because growth in nature is not linear, it’s always exponential 

Clubhouse projected ARPU = $49.7 

Facebook operating margin is 45.5%

assuming clubhouse operating margin is the same as Facebook

Average profit per user projected for Clubhouse = $22.75 

According to Facebook Audience Insights tool

The Clubhouse demographic is between 50-60M people. 

At 5% market penetration… 

2.75M total users (Of which top 20% will be very active)

Remember we estimated the average profit per user of Clubhouse per month at $22.75 

I cover monetisation strategy for Clubhouse here:

Estimated total profit per month for Clubhouse = 2.75M * $22.75 

= $62.5M

at 40x Earnings the total estimated Value of Clubhouse will be

= $2.5B


why I have decided to start—the Gondal tribe, agrarian land owners and effective executives

because I want to share my thought process, opinions and predictions with the world. 

that’s me photographed by my 5 year old with an iPhone

there’s 5 kinds of wealth a person has

  1. faith
  2. health
  3. finance
  4. family
  5. tribe

    in that order—kind of like Maslow’s hierarchy of needs

    my grandfather’s father, used to say—“Son, ask for faith, health and finances”

    his name is Ismaeel and he went in the Second Great War on behalf of the british colonial empire to the Japanese front

    We come from the Gondal tribe—an ancient agrarian tribe on the NorthWestern frontier of Punjab proper.

    Most of our population lives in the Gondal-Bar region, the section of the earth between River Jehlum and River Chenab at the centre is the city of Mandi Bahauddin

    other tribes settled in the Bar are the Ranjha, the Warraich, the Tarar and the Gujjar tribes

    My Great Grandfather’s big brother was named Sukha

    Sukha was a man with the heart of a King

    Whenever Sukha will buy new land, he will distribute it evenly to his three brothers—to this day our ancestral home is named after him.

    1 of the recurring themes of Gondal tribe is we make excellent executives

    Gondal tribe is overrepresented in the the the military, the police and the judiciary

the reason I believe this is, that every land owner is a King in his own right

this means for survival we have to do only the important things and let some fires burn and triage the right fires to put out

which means things like the 80/20 principle is a part of our upbringing