## This company pays kids to do their math homework | Mohamad Jebara

For as long as I remember,
I’ve loved mathematics. Actually, it’s not 100 percent true. I’ve loved mathematics for all
but a two-week period in senior high school. (Laughter) I was top of my class, and we were about to start
the Extension Maths course. I was really excited
about this brand new topic coming up, complex numbers. I like complex. My teacher was priming us for the concepts with some questions about square roots. Square of nine — three; square of 256 — sixteen. Too easy. Then she asked the trick question: What about the square root
of negative one? Of course, we were all over it — “Come on, Miss! We all know you can’t take
the square root of a negative.” “That’s true in the real world,” she said. “But in the complex world, the square root of negative one
is the imaginary number i.” (Laughter) That day, my entire mathematical world
came crashing down on me. (Laughter) “Imaginary numbers? Seriously? But mathematics is a source of truth, please don’t go abstract on me. I would have studied art if I wanted to play
with imaginary numbers.” (Laughter) “This is Extension Maths,
let’s get back with our program!” She didn’t, and over the next couple of weeks, I reluctantly performed
meaningless calculations, (Laughter) finding imaginary solutions
to quadratic equations. (Laughter) But then something amazing happened. We began finding elegant solutions to real-world problems
of imaginary numbers. So some mathematician 500 years ago decides to have some fun
and make up these imaginary numbers, and because of that we can now
derive these amazing identities with applications in the real world, in fields like electrical engineering. Wow! I gained a whole new level
of appreciation for mathematics. And after my brief mistrust, I was now in love
with the subject more than ever. Francis Su, the mathematician,
sums it up beautifully when he says, “We study mathematics
for play, for beauty, for truth, for justice and for love.” But if you ask a student today, you’ll probably hear a different story. You might hear “difficult” and “boring.” And they might be right about difficult. But it’s certainly not boring. In fact, I’d say being difficult to master is part of what makes it beautiful. Because nothing worth doing is easy. So we need students to stick around
long enough through the difficult parts to appreciate the beauty
when it all ties together. Much like I did for that brief
couple of weeks in high school. Unfortunately, our school systems — we move students through mathematics
in a lockstep process. So those who fall a little behind find it near impossible to ever catch up
and appreciate that beauty. But why is this a problem? Why should we care? Well today, more than ever, our world needs every citizen
to be skilled in mathematics. With the advent of artificial
intelligence and automation, many of the jobs we see today
will either not exist or be transformed
to require less routine work and more analysis
and application of expertise. But we’re not producing
the extra mathematics students to fill these new roles. This graph shows the number of students taking Standard Mathematics and Advanced Mathematics over a period of 20 years in Australia. It’s clear that while we have demand
for mathematics skills rapidly increasing, supply is in steady decline. To put things in perspective, half of the students
completing high school today in Australia are not prepared
to understand any argument about rates of change in data. In this digital age where fake news can influence
election results, this is very concerning. Let me give you a concrete example. Let’s take a closer look at that graph. Can everyone see what I’ve done there
to stress my point? If you can’t, let me show you now, with the vertical axis
starting at zero, where it should be. There, you see it now, right? It’s the exact same data but I’ve manipulated the representation
to influence you. And that’s cool, that’s my job up here. (Laughter) But in all seriousness, unless we do something to drastically improve
student engagement with mathematics, we’ll not only have
a huge skills shortage crisis but a fickle population, easily manipulated
by whoever can get the most air time. So what’s the solution? There are a lot of things we have to do. We need curriculum reform. We need our best and brightest
encouraged to become teachers. We need to put an end to high-stakes tests and instead follow a mastery-based
learning approach. But all these things take time. And I’m impatient. See, I’ve been thinking about this
for eight years now. Ever since I left my job
as a derivative trader to build a web application
to help students learn mathematics. Today, our app is used
by schools across the globe. And we’re seeing big improvements for students who use
the program regularly. But here’s the thing — we’re only seeing it for students
who use the program regularly. And most of them don’t. So after years of developing
and refining the application, our biggest challenge
was not so much product related, our biggest challenge
was motivating students to want to work
on their gaps in understanding. You can imagine
in today’s attention economy, we’re competing against Facebook,
Snapchat and PlayStation to try and get these students’ time. So we went back to the drawing board and started to think about
how we could make it worthwhile for students to spend
some of their “attention budget” on their education. We tinkered with gamification elements like points, badges and avatars, and we’d see a temporary
spike in engagement but things would go back to normal
as soon as the novelty wore off. Then one day, my cofounder, Alvin, came across a study of students in Chicago led by the behavioral
economist, Steven Levitt, where they paid students
who improved on their test scores. He started telling me
about some of the things they tested for and the interesting findings they had. For instance, they found
that incentivizing students for inputs, like effort, worked a lot better
than incentivizing for outputs, like test scores. They found that for younger students,
you could win them over with a trophy but for older students, you really needed cash. (Laughter) And the amount of cash mattered —
10 dollars was good, 20 dollars — even better. But perhaps most importantly, they found that the rewards
had to be instant rather than promised at a later date. They went as far as to give
the students 20 dollars and say, “Touch it, feel it, smell it –” (Sniffing) “It’s all yours. But if you fail,
I’m going to take it back.” And that worked really well. I immediately got excited about the possibilities
of implementing this in our program. But once the excitement settled down, there were a few concerns
that crept in our minds. Firstly, was this ethical? (Laughter) Secondly, how would we fund this thing? (Laughter) And finally, would the results be sustained
if the students were no longer paid? Now, let’s look at the ethical part first. I’m a bit of a mathematical purist. So I’d be one of the first people to say
that we should study mathematics for the sake of mathematics. Remember — for play, for beauty,
for truth, for justice and for love! Not for money! (Laughter) As I struggled with this,
I came to see that, while it’s a way I look
at mathematics now, it’s only because I studied it
long enough to appreciate it. It’s very difficult to tell a student
struggling with mathematics today to work hard for a payoff
in the distant future. And it’s not so much bribery
that’s at work here, because I could bribe students by telling them about my big bonuses
in my derivative trading days as a reward for doing well at maths. But it doesn’t pay off
for a very long time. So it’s practically naught. Behavioral economists
call this hyperbolic discounting. And Levitt goes as far as to say that all motivating power vanishes when rewards are handed out with a delay. So, from a purely economic point of view: if we don’t use immediate incentives, we are underinvesting in student outcomes. I took heart from that,
and came to see that as a society, we’re actually quite used
to financial incentives. Whether it be by the government,
by employers or at home. For instance, many parents
would pay their children an allowance or pocket money
for doing chores in the house. So it wasn’t really
all that controversial. As I thought about that, it started to answer that second question
of how we were going to fund this. Naturally, parents are the most invested
in their children’s education. So, let’s charge them
a weekly subscription fee to use our program, but — if the students complete
their weekly maths goal, we’ll refund the subscription amount
directly into the child’s bank account. We chose three exercises completed over a one week period for a 10 dollar reward. That way we’re incentivizing effort
rather than performance over a short enough period and with a substantial enough payout
for the students to care. Now, I remember when I first told
that I’ve gone completely mad, that pretty much confirmed it for her. She said to me, “Mo … you realize that if everybody
does their homework, which you want, you’re not going to make any revenue,
which you don’t want. Great business model.” (Laughter) I say it’s more like
an antibusiness model, it’s free if you use it,
but you pay if you don’t. Now, I knew from experience that not everybody in the country
was going to jump on and do their maths homework every week. And if they did,
sure we’d go bust pretty quickly, but hey, we would have solved
the country’s maths skills crisis. (Laughter) As a company, we’ve always run
a double bottom line, looking to both make
a return for investors as well as improve student outcomes. We know that our path
to long-term profitability is through improving student outcomes. So our dual objectives
should never be at odds. So we’re always looking to make our product decisions around helping students reach
their weekly maths goal, effectively ensuring that they get paid and not us. Now you must be wondering:
How is this crazy business model going? You’ll be glad to know
we’re still in business. We’ve been testing this now
for the last five months on just our personal
home users in Australia before we think about
rolling it out to schools. And here are the early results. The green represents students
who are completing their weekly maths goal and the red those who aren’t. You can see a lot more
completing their homework than not. In fact, as our user base has grown, we found the percentage
to be pretty steady, at around 75 percent. So on average, we receive
our weekly subscription fee once every four weeks, and the other three weeks,
we’re rewarding the students. Now of course we’re leaving
some money on the table here, but guess what? It turns out these students are 70 percent more engaged
than students not on the reward program. Check. From a business perspective, they are less likely to churn and more likely to refer friends, so we’re hoping to trade off
a lower revenue per user for a bigger and more engaged user base. Check and check. Now for that final question. Would they keep coming back
if they were no longer paid? Mathematics is so much more
than just a subject you study at school. It’s a human endeavor. It’s what helps us to understand
the world around us. And the more you know,
the more you want to know. So yes, we’ve triggered initial engagement with a financial reward. But in the long run, the money won’t matter anymore. Because in the long run, the wonder of mathematics
will be the incentive and understanding it will be the reward. Thank you. (Applause)

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Think about hackers. The term probably brings to mind
hooded figures operating in the dark, probably in a basement,
definitely in secret. They’re exploiting vulnerabilities, stealing our
money or our personal information, and costing
companies millions. In fact, cybercrime costs the world
an estimated \$600 billion dollars per year. But the past decade has seen a
rise in a new type of hacker called an ethical hacker, or
a white hat hacker. These men and women want to use
their hacking know-how for good, and a legal market for their
skills has rapidly emerged. There’s this creativity, there’s this curiosity
and there’s this kind of almost mischief in how you think. But then that’s coupled with a
strong moral framework and ethical framework to actually use
that for good. These hackers help companies protect
themselves by finding vulnerabilities before the criminal hackers do. When an ethical hacker finds a bug,
they disclose the security issue in exchange for cash or other rewards, in
what’s known as a bug bounty program. So we’re like
a neighborhood watch. We come to your house, we look for ways
to break in, and if we can break in, we tell you. We don’t break in, we tell you
how we could have done it. Companies like HackerOne, Bugcrowd and Synack
have sprung up to connect freelance hackers with corporations that
offer bug bounty programs. This has led to the creation
of a geographically dispersed network of cybersecurity experts, a.k.a. hackers, who are integral to the
safety of corporations in every industry from tech to finance
to national defense. We work with MasterCard, we work
with Fiat Chrysler in the automotive space, we work with Cisco
in the engineering I.T. technology space, you know
Department of Defense, Pinterest. These days, hackers can make a lot
of money identifying security flaws for companies like these. The payout for finding a single,
highly critical vulnerability can be tens of thousands of dollars, and some
companies have paid out millions overall. I know Verizon Digital Media
actually just passed \$7 million dollars in bounties paid. Uber has paid out
over \$2 million dollars. Hacking for good is gaining traction
and there’s big money at stake. So it may be time for the public
to rethink its conception of what being a hacker really means. Ever since computers have existed, people
have been trying to break into them. Back when these machines were
clunky novelties found only in universities and large corporations, hackers
were commonly seen as tinkerers, technology enthusiasts who
liked exploring and altering existing computer programs. They made improvements that helped
move the industry forward. But with the emergence of the
personal computer in the 1980s, cybercrimes became much more common. From the comfort of their
living rooms, self-taught programmers learned how to break into and manipulate
important systems, pirate software and spread viruses. I broke into mostly websites
belonging to corporations, governments, military agencies and
just defaced them. I changed them. A lot
of people went to jail. Like a lot of
people got nasty letters. A lot of people got
knocks on the door. And that’s really the history of
hacking that actually precedes this season that we’re in now. Ended up getting arrested several times
by the federal government for that. And they sent me to prison for
27 months, 10 months and 14 months. Three separate occasions. Ellis began hacking in the 1990s,
and DeVoss in the early 2000s. By then, the hacker stereotype was
already well established, thanks to media like the popular 1983 movie
WarGames, which revolved around a disaffected but intelligent teen accidentally
hacking into a top secret military supercomputer nearly starting
World War 3. Even though the young protagonist wasn’t
like this terrified the public. After Ronald Reagan watched the film,
he proposed a number of anti-hacking bills resulting in the Computer Fraud
and Abuse Act, which prohibits anyone from intentionally accessing
a computer without authorization. And it hasn’t really
been changed since. So it is legal in the sense that
if there is authorization, then at that point they have safe harbor. But outside of that,
it is basically illegal. Because the law doesn’t really define
what “authorization” means, it isn’t exactly clear how it relates to
our new reality, where cybersecurity is increasingly outsourced. Security used to be
something you fix internally. It’s very secretive, it’s not
transparent, it’s not open. And we’re seeing a shift towards
security becoming more and more collaborative and enlisting
outside help. For a company, enlisting this outside
help often means starting a bug bounty program, in which corporations pay
hackers who report bugs or vulnerabilities in their software. What’s believed to be the first of
these programs came about in 1983, when a Silicon Valley startup called Hunter
& Ready offered a free Volkswagen Beetle to anyone who identified a
bug in its operating system. Over a decade later, in 1995,
Netscape began offering more straightforward financial incentives for finding flaws
in its popular browser, Netscape Navigator. The idea took a while to
catch on, but by the mid-2000s, security companies iDefense and TippingPoint,
as well as the Mozilla Foundation, offered similar programs. Other tech giants eventually followed suit, giving
rise to a new crop of startups like Bugcrowd, HackerOne and
Synack, which connect ethical hackers with companies offering
bug bounty programs. When starting one of these programs,
a company simply describes what type of vulnerabilities they want to be notified
of, what parts of their site hackers can test, and what
types of testing are allowed. They also determine how much
each bug is worth. Then the bug bounty platforms
verify the legitimacy of the vulnerabilities, coordinate payouts to hackers
and work with the companies to ensure that bugs are properly fixed,
greatly reducing the burden on a company’s in-house security team. On average, you get about a thousand
dollars per find, and the highest bounty we’ve paid is \$100 thousand
dollars for a single vulnerability. Companies pay a fee to use bug
bounty platforms like HackerOne, but for the hackers themselves, these sites are
of how we figure out how to connect you with the
right programs going forward. Every time when you file a vulnerability
report to a company, you get scored by how good it was
and how serious it was. And then you are collecting points,
we call them reputation points. And then we can see in all these
metrics how good they are, what their special skills are, and that’s how we
can pick the right talent for every job. For hackers who were previously
operating illegally, the fact that you could now make good money this
way seemed difficult to believe at first. I was introduced to bug bounties
in 2014, but I didn’t actually participate because it still seemed like it
was too good to be true. Because if I get in trouble for
hacking illegally again, it’s life in prison. And I wasn’t willing to take
that risk on something that was so new. Eventually though, hackers like
DeVoss realized these platforms were for real, and their networks
have been growing rapidly worldwide. We have half a million
hackers in our network. Half of them are 24 years or younger. Some of them are as
young as 15 or 16. They can be all over the world. They have endless curiosity. They like to outsmart systems. And they figure out how to break
in, before the criminals can do that. Today, over 1,400 organizations use HackerOne
and over 1,200 use Bugcrowd. Even though many of these organizations
have their own internal security teams, the complexity of software
these days pretty much guarantees they’ll still have some weak spots. I don’t think there’s ever been a
company that’s come onto the platform that has had just zero vulnerabilities in
it, no matter how mature it is. There’s always something, because
humans make mistakes. And in recent years, these mistakes
have led to some high profile disasters. Equifax paid a \$700 million
dollar settlement to consumers for its 2017 data breach. And in 2019, Yahoo! agreed to pay an \$117.5 million dollar settlement for a series
of hacks that exposed the personal information of up to
three billion accounts. If you have a data breach, the average
cost to you is \$7 million dollars, and many have had breaches that have
cost them \$100 million or more. We help averting the breaches by
fixing the vulnerabilities ahead of time. And the price you pay for that is a
fraction of a fraction of the cost of a breach. Research and advisory
firm Gartner estimated that globally, cybersecurity spending would reach
\$124 billion in 2019. Overall, the high cost of
preventing and mitigating cybersecurity threats has spurred a wide range of
companies from United Airlines to the Department of Defense to Goldman Sachs
to adopt bug bounty programs over the past five years. Probably the turning point in adoption for
what we’re doing was when the Department of Defense launched the Hack
The Pentagon project, which we’re now very much a part of. So there you have the world’s
largest organization, with the most powerful weapons in the world, unlimited budgets,
and they’ve concluded that to be truly secure, they need
the help of hackers. And we’ve found already over
12 thousand vulnerabilities for the Department of Defense. That’s like the greatest part of it, is
being able to hack like the U.S. government and military, and not worry that
your door is going to get kicked in by a SWAT team anymore. Because that’s happened four
times to me. These days, rather than getting
arrested, DeVoss’s hacking obsession has made him wealthier than
he’d ever imagined. In total, he’s netted well over \$1
million dollars over the course of his ethical hacking career. I’m at \$840 thousand dollars
just on HackerOne for 2019. If you add in the other platforms,
then I’m a little over \$900 thousand for the year. Only a select
few have matched his success. But their backgrounds provide an
interesting glance into a diverse network. We have six hackers today who
have made more than a million, and the first one to get to a million
was 19 year old Santiago Lopez in Buenos Aires. So no university education, no background
in a tech center in the world. Just endless curiosity, a good
sense of computers and mathematics and hard work. And
he earned a million. CNBC got Lopez on the phone
to talk about his accomplishments. At the beginning, when I started hacking,
I didn’t knew that I was going to make a million. It
was like impossible for me. So it was a very good surprise. But despite the incentives for hackers
and organizations alike, the grand majority of companies still
don’t offer bug bounties. Actually, most don’t even offer
any sort of vulnerability disclosure program, which would allow hackers to
report bugs without fear of punishment. A vulnerability disclosure program
is extremely similar to a bug bounty program. You’re still allowed to
hack into the system as long as you report it to them. The only difference is you don’t
get paid for your vulnerabilities. While this may seem like an easy
win for organizations, the most recent HackerOne security report revealed that 93
percent of companies on the Forbes Global 2000 list don’t
have any vulnerability disclosure policies. Without a proper channel
to report security issues. HackerOne says nearly 1 in 4 ethical
hackers have failed to disclose a vulnerability that they’ve found. Luckily, the industry is showing some
trends in the right direction. At the end of 2019, the
Cybersecurity and Infrastructure Security Agency issued a draft of a mandatory
directive that would require all government agencies to adopt
vulnerability disclosure policies. HackerOne and Bugcrowd hope this means
that more companies will follow suit. And to ensure that the talent
pool is able to meet the growing demand, both even offer their own
free educational initiatives to teach newbies the basics of hacking. The Internet is a pretty,
pretty gnarly place these days. And really what it comes down to
is that you can’t control what an attacker is going to do, but you can
control where your defenses are up to when they arrive. As for the
individuals on these platforms, they just want people to know that despite what
you may have heard about “hackers”, in the world we live in
today, they’re often on our side. They always see the hacker like the bad
guy, but he’s the good guy now. We’re here to help. We’re not just
some sketchy people in their mom’s basement who are out
there to cause damage. We’re professionals who work in the
industry who actually wanna make the companies better.

## Affiliate Marketing for Beginners: Complete Tutorial for 2020

Business Insider found that around 15%
of the digital media industry’s revenue comes from affiliate marketing. But that was in 2016, and the topic of affiliate
marketing has only become more popular. So if you’re a beginner to affiliate marketing
and you want to learn how to tap into this billion-dollar industry, keep watching because
I’m going to show you what it is, how it works, and how to get started without the hype. Stay tuned. [music] What’s up hustlers? Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research your competitors and dominate your niche. We have a lot of ground to cover today and
I genuinely want you aspiring affiliate marketers to actually build a site that’s not only profitable,
but something you’re proud to create. So warm and fuzzies aside, let’s get to the tutorial. So what is affiliate marketing and how does it work? Affiliate marketing is when you promote other
people’s or companies’ products. When someone makes a purchase through your
affiliate link, you’re compensated with a commission. Now, in order for the affiliate company to
attribute sales to the right people, the merchant usually uses a unique link that looks something like this. And when a visitor clicks that link from your blog, website, or wherever, a cookie is stored on their device. And an affiliate cookie does two main things. First, it helps the merchant attribute
the sale back to the right person. And second, cookies usually hold an expiration
date, meaning people don’t need to immediately purchase the product after clicking your link. Let’s run through an example, so everything
is crystal clear. Let’s say a visitor comes to your post about
gardening hoses and clicks on one of your affiliate links. This takes them to a product page on Amazon. But wait…they have to go and pick up their
kids from soccer practice. So they do that, they have dinner, and then go
back to Amazon.com in their web browser. They find the product again and then purchase
it along with this PS4 controller. Since they clicked on your affiliate link,
a cookie was stored on their device. And because Amazon has a 24-hour cookie duration,
you would still get compensated a percentage for both the garden hose and the PS4 controller,
even though you weren’t promoting it. Now, how much money can you make as
an affiliate marketer? The simple answer to that is that there is no limit. For example, Pat Flynn used to share his income reports and made over \$100,000 in affiliate commissions
in December 2017. Ryan Robinson also shares his income reports. And in October, 2019, he reported over \$19,000
in affiliate revenue. Both of these gentlemen have done an exellent job building their brand and it’s taken a lot of
hard work and time. But the reality? Your checks might look more like this. At least when you’re just starting out. Alright, so let’s quickly go over the things you’ll
need to get started with affiliate marketing. First, you’ll need a platform where you can
use affiliate links. So the two places I recommend are through
a blog or YouTube channel. Starting a blog is easier and cheaper than ever. There are plenty of tutorials around the web and it’ll
cost anywhere from a dollar to ten dollars per month. You’re then free to add your links in your
content whenever and wherever. The other platform you can use is YouTube, where
you can create content and to my best knowledge, include affiliate links within the description. From my experience, you’ll get more clicks
from a blog than a YouTube video. So for that reason, most of the examples going
forward will be for a blog, but the principle still remain the same. Alright, the next thing you need to do is choose a niche. When you’re choosing a niche, remember you’re
choosing a niche, not an industry. And for that reason, I recommend choosing
a topic that focuses on a specific category. For example, rather than going after the topic
of “food” as a whole, try starting with something a bit more specific like “grilling food.” And as you cover this category and build traffic
to these pages, you can start expanding out into other related categories like “desserts”
focused audience and rank higher in search engines. Now, if you’re going to be the one creating the content, choose something that you’re interested in. Reason being, I see so many affiliate sites die
due to lack of consistency and on top of that, they spread false and inaccurate information. Even if you’re not an expert in the field,
documenting your learnings can make great content and build an audience. Now, if you’re outsourcing the content, then I recommend looking for writers
that are seasoned experts in the niche. This will help you create better-quality work,
which can lead to more traffic, engaged visitors, and hopefully more affiliate sales. And I’ll expand on the importance of content
quality in a bit. And the last thing you’ll need are affiliate
programs to join. Now, when it comes to choosing affiliate programs,
there are generally two models I’ve seen and used. And both come with their own shares of pros and cons. The first is high-paying low-volume affiliate programs. The obvious pro is that they’ll pay you more
for each sale, ranging anywhere from \$50 to \$500 to thousands of dollars per referral. The cons that come with these programs is
that there’s generally more competition. Meaning, it’ll be tough for newbies to make
a meaningful amount of money since they’ll be competing with more skilled digital
marketers with deep pockets. The second model is low-paying high-volume
affiliate programs. The positive things about these programs is that
there are often lots of products to choose from. Think Amazon. And you’ll often get commissions on the entire
value of the purchase rather than just the product you recommended. As for cons, unless you’re actually generating
a ton of traffic and affiliate sales, it’ll be tough to generate a decent income. There are tons of affiliate programs you can
choose from. And the programs you join will likely come
down to your niche and level of expertise. If you’re targeting consumers, you’ll likely
go with the second model of low commissions and higher sales volume. A couple of popular affiliate programs you
might want to check out are Amazon Associates and Commission Junction. And if you’re going after more of a B2B audience
you’ll likely go with the first model, high-paying, low-sales volume programs. The most common programs I see here are for
software and web hosting related products. Usually, I find that the best way to find affiliate
programs is to just search for them in Google. Now, there’s actually one more category of
affiliate programs that I didn’t really touch on, but it’s important that you’re aware they exist. And those are the high-volume, high-paying
affiliate programs. These will always be super-competitive and
over-saturated with experienced marketers. We’re talking about things like credit cards,
loans, and gambling-related offers. I won’t go deeper into this since this is
an affiliate marketing tutorial for beginners. Now, I’m sure you know you can’t just post
links on your blog and expect people to click it. You need to create high-quality content where
your affiliate links will fit naturally. Information has never been so accessible in
the history of the world. So the way people make buying decisions today
is very different from 20 years ago. For example, I was recently in the market for a
smartwatch, but I didn’t know which one to get. So I did what everyone does, search for information. I went to Google and searched for “best smart watches.” The Apple Watch was on every list, so naturally,
it was top of mind. And when the Series 5 watch was released, I did another search for “apple series 5 watch review.” And another for “series 5 vs. series 3 watch.” And the content led me to my final purchasing decision. Now, the one commonality you’ll see in quality
content is that the information helps users solve a problem. So rather than going to Amazon and finding the
top 5 best sellers to promote, I highly recommend going the extra mile to make your content superb. That might mean to purchase an item and give
a hands-on review. Even if you don’t have the money to buy every
create killer reviews on Apple Airpods, Bose QC35 headphones or an Amazon Echo since
I’ve owned these products for a while now. Bottomline, make your content stand out because
it’ll help build brand and trust over the long haul. Alright, we’ve got the fundamentals of affiliate
marketing down, let’s get into a basic formula to actually make money from your affiliate site. And the formula looks something like this: Traffic + clicks + conversions=revenue. If any of these are missing, it’ll be impossible
to get any kind of commission. So let’s dissect each part of the formula. First, let’s talk about getting traffic to your affiliate site. And there are a ton of ways to do this but
Google, Bing, and Facebook. Paid traffic is awesome because the moment you start paying, you’ll immediately get traffic to your site. But there are two huge downsides to this. #1. Running ads will dig into your profits. In fact, it’s quite normal for advertisers to lose
money before they make it…if they ever do. From my experience, this can work well if
you’re part of a high-paying affiliate program. For lower-commission programs like Amazon
Associates, I wouldn’t bother trying to run ads. And #2. When you stop paying for ads, your
traffic comes to a halt. I’m all for using ads to drive relevant traffic, but if you’re a beginner, I wouldn’t recommend
trying it right away. The risk will usually be too high for the
reward. The next traffic source is organic social traffic. With most social networks, you need followers
to actually get a decent amount of traffic. And even if you do have followers, what you’ll often find is that you’ll get traffic spikes that look like this. But shortly after, the traffic fades to nothing. This is what some refer to as “the spike
of hope” and “the flatline of nope.” Since we’re talking about building sustainable
affiliate sites, I wouldn’t recommend relying on social as a main source of traffic. And this brings us to the final traffic source – SEO,
which stands for search engine optimization. SEO is the practice of optimizing pages to
rank high in search engines, like Google. Best of all, it has the complete opposite
effect of paid ads and social traffic. Free, consistent, and passive traffic that
doesn’t fade over time. On a basic level, SEO comes down to your content
and other websites linking to it. Now, in order to find topics worth writing about for
an affiliate site, you’ll need a keyword research tool. The one that I’m using here is Ahrefs’
Keywords Explorer. So assuming my niche site was gardening, I’ll
start off by adding a couple of broad keywords related to my niche, like “gardening,” “garden,”
“plants,” and “flowers.” Next, I’ll go to the Phrase match report,
which gives us around 7 million keyword ideas that contain any of these words. Now again, with affiliate content you want
to look for topics where you can organically insert different product recommendations. For example, “what do garden snakes eat” might
be a good topic to cover to get traffic, but it’s unlikely you’ll be able to include any
product recommendations. So we need to filter these results down using
keyword modifiers. A modifier is an add-on to a base keyword. So a few common ones that work well for affiliate
sites might be “best,” “top,” “vs,” or “review.” So I’m back in the Keyword ideas report and
I’ll click on the Include search box. Next, I’ll click on the Any word tab, then add
a few so-called “affiliate modifiers” here. And now we have a lot of great topics to cover like “best indoor plants,” “best garden hose,” “best house plants,” “metal garden hose reviews,” and more. And based on Ahrefs’ Keyword Difficulty score,
most of these should be pretty easy to rank for. Now, I won’t go any further into keyword research because we have a bunch of tutorials
that go a lot deeper into this process. So I’ll link those up in the description. Now, assuming you’ve created some epic content,
the second part of SEO, is to get other websites to link to your page. The main way SEOs do this is through something
called link building. This usually requires reaching out to other
bloggers and website owners and asking them to link to your page for a good reason. Going further on this topic would only extend
this video for an unreasonable amount of time, so I’ll link up our playlist on link building
as well as my recommendations for building links to a new website. You’ll definitely want to check those out. Let’s move onto the second part of the formula,
which is to drive clicks to your affiliate links. There are a few things to consider. First is link placement, meaning the position
of links on your page. If they’re all buried at the bottom of the page
where only 10% of your visitors might go, then they probably won’t get clicked. Go the other extreme and make every other
the next consideration, which is context. You want to link to product pages contextually. For example, let’s say you were writing an article
called “The Best Chef Knives for Under \$50.” You probably wouldn’t want to add links in
your introduction where you say: “Today, I’m reviewing the best chef knives.”
where you have 3 links to different products. There’s no context and it just looks spammy. Instead, you might say, “Today, I’m reviewing three
different chef knives you can buy on Amazon for under \$50. These are: product name 1, product name 2,
and product name 3. Lastly, are using callouts like buttons, tables,
and boxes. As you can see here on the WireCutter, anytime
they share one of their picks, they use eye-catchy boxes, with buttons inside. PC Mag uses a comparison table like this,
attention and make the post more skimmable. The last ingredient in our formula is conversion. With affiliate marketing, two conversions need
to take place in order for you to make money. The first is the click. You’re in control and responsible for this action. And the second conversion is the visitor actually
purchasing a product on the affiliate partner’s site. In this case, the merchant controls the checkout
and should be committed to high conversion rates. We’ve already gone through a few tips to increase
clicks, so it comes down to finding affiliate programs that convert decently well. The first way to know whether an affiliate program
converts is to look for public income reports. If people are making good money from an affiliate
program, then chances are, the products converts or there’s at least enough sales volume to
make a decent income. For example, if I search for “income report
amazon affiliate” in Google, you’ll see this post called, “How I made \$22,000 from my blog.” And on that page you’ll see that she broke
down where her income came from. And it looks like around \$7,300 came from
Amazon affiliate commissions in one month. Another way is to simply join the affiliate
program, get accepted and ask the affiliate manager some questions. You might ask what their average conversion
rates are and/or a ballpark range of top earners monthly commissions. Normally, I’ll do this for smaller affiliate
programs when I already have existing traffic I can use as leverage in my email. And I haven’t had anyone avoid the question. Finally, use some common sense. If the program or product you’re promoting feels
“off” and you would never recommend that product to an interested friend or family member, run. It’s clear that a lot of affiliate sites lack authenticity. And in my opinion, referring people to products
that they’ll actually love is a lot more valuable from a personal and brand perspective. The final piece of advice that I have is to
actually go and experiment. Don’t expect perfection or a life-changing
income that happens overnight. It doesn’t happen that way, otherwise, we’d
all be billionaires. Focus on making that first affiliate sale. And as your site grows, set new reachable
goals rather than settling for a one-off hustle. Now, I have a question for you. Would it be helpful if I built an affiliate
site from scratch and documented everything for you on our YouTube channel? Let me know in the comments and use the hashtag
“affiliate marketing.” And if you enjoyed this video make sure to
like, share and subscribe for more actionable marketing tutorials. So keep grinding away, get that affiliate
site up and running, and I’ll see you in the next tutorial.

## The Inspiration behind Salary Finance

Two or three years ago now,
it just kind occurred to me that consumer finance is quite regressive,
so the less someone earns, the poorer value products they get.
And then I guess I saw it quite personally, so I have two children, we have a nanny,
and it just seemed really unfair that I could get a loan at 6%, whereas
she couldn’t get it for less than 40% or 50%. So, you know, we paid off her debts for her,
collected a small amount from her income each month, really saw the difference we had made for her, and I kind of felt really good about it,
and so we looked at… can we do this on a much bigger scale?
So I partnered with Dan Cobley, with Daniel Shakhani, with Blenheim Chalcot,
and we’ve gone from that one example to now helping thousands of people
across the country.

## Update following today’s pay talks at the Cabinet Office

Hello I’m Mark Serwotka the general
secretary of PCS. I’ve spent this week touring all around Britain and I’ve met hundreds
of you as members and your representatives to discuss our pay
campaign and I’ve now just come from the Cabinet Office in Whitehall where I’ve
met the chief executive John Manzoni and his pay team. I put to Mr Manzoni why it
was essential we all had pay rises significantly above the rate of
inflation or between 8 to 10% why the government needed you
more than ever before as they prepare for Brexit and now is the time to put
right last year’s betrayal on pay. Unfortunately when you strip aside the
warm words, Mr Manzoni’s message was quite chilling. He told me that the
government has only funded 1% for this year’s pay round and anything
more than 1% must come from business cases which will rely on
changes to terms and conditions and working practices. What a slap in the
face for you as a hard-working public servant. So your executive will meet next
week on Tuesday. We’ll look at the thousands of responses you’ve sent us in, the
responses from your reps and I think it’s very likely that we will move to an
industrial action ballot. So my message to you now is this – if the government
really thinks it can get away with 1% when they need you more than
ever before, we’ve got to show them they can’t. So get involved in the campaign.
Sign up to volunteer to do things for PCS. Talk to your colleagues and get them to join the union and attend any meeting and look out for any email or leaflet.
Together we can win on pay. Let’s make sure they do not take you for granted.

## Getting Started in Pentesting | Guide & Certifications | Mentorship 2019

Do you want to become a Penetration
Tester? I’m Joe McCay. Founder of infosecaddicts.com, and in this video I’m gonna walk you through all the things that you need
to know so that you can get a career as a penetration tester and yeah don’t
worry everything that I’m going to show you is free completely free completely
free there’s no sales pitch let’s get started You want to become a penetration
tester let me see if I can do my best to help you get started there’s gonna be a
couple of things you’re gonna need to focus on the first thing is gonna be
your basic skills so your basic skills are gonna be command-line Linux and
command-line windows now because it’s on a whiteboard it’s gonna be a little bit
difficult to see some of this so you’re gonna see that we’re gonna have little
call-outs like this one so that you can kind of see what I’m pointing at okay
alright so let’s jump back into like I’m saying we’ve got command-line Linux and
command-line windows about the skill level of a CompTIA Linux plus about the
skill level of a Microsoft MCSA it’s about the kind of skill level that
you’re looking for so I’ve got a YouTube video series I’m gonna give you the link
to here’s the link okay and if you look down on the description below we’ll give
you that link there as well so I would go through the entire YouTube video
series it’s two of them one for Linux one for Windows ok then I would go
through the entire video series for a packet analysis tool called Wireshark ok
and here’s the video for that lastly I would go through a video series on the
basics of Python here’s the video for that now
once you’ve gone through all of these videos now don’t just watch them
actually do them open up a Windows machine or Linux machine and follow
along actually do them that’ll give you your basics your foundation then after
that what I would say is that you really want to start working on a hacking tool
called Metasploit Metasploit is a tool that pulls together
lots and lots of hacking tools and exploits from all over the web
once you pull all those tools together we have a framework that integrates them
all together called Metasploit now there’s a video series that I’m gonna
give you for Metasploit it’s actually two so I’ll give you both of those now
down in the description below you’ll have the video for that another tool is
a web intercepting proxy tool called burp suite and I’m gonna give you a
video series for that okay again these are all people they’re not my video
series but there’s video series on the web’s of people who’ve done really good
jobs for these now again your first step is going to be to get the skills now you
could get through all of these videos in a few days I mean a couple weeks tops
but in a few days you could get through all of these video series right once
you’re done with all of those video series then I would say okay now that
we’ve got some basic skills it’s time to move on and try to see if we can
actually get some real experience one of the things that’s really tough when you
try to get into the job market is it’s one of those things where it’s like well
hey I don’t know the skill since I don’t have any experience won’t give me the
job and you won’t give me the job since I don’t have any experience so it’s kind
of a chicken before the egg thing how am I gonna get experience so I can get a
job how am I gonna get a job so I can get experience my recommendation is join
an open-source project if you join an open-source project the first thing that
people are gonna say is I don’t know how to program I’m gonna tell you this in our world
people hate to write documentation if you go to a website like github.com and
when you’re on github search for some of these hacking tools search for port
scanners sniffers tools like Metasploit in map and all the different competing
tools in that space and join a project that looks interesting to you offer to
write their documentation if you offer to write their documentation you’ll very
quickly find that people are gonna love you they’re gonna give you jobs like
crazy you’ll immediately get started working that’s gonna be a great way for
you to get experience SourceForge it’s dying it’s sakes I love SourceForge
github is really kind of taking over all right next thing I would say to do is
join some capture-the-flag competitions online capture-the-flag competitions are
really really really important I would say definitely Google to find them
you’re gonna see capture the flag our competitions though at security
conferences there at universities you can find them online obviously by
searching and you can go to github search for CTF capture the flag in
github.com and you can find the answers to older capture the flag hacking
competitions great way to get started you want to do that for a couple of
months you do that for a few months get some experience play around get in there
have some fun like seriously have fun with it you’re gonna meet people great
way for networking both being on open source projects participating in capture
the flag great way for networking and that’s gonna be a great way for you to
actually find out about jobs that you can apply for finally now it’s time to
go and get this money man time to get paid how do we search for jobs so the
first thing I’m gonna tell you was one you’ve got some job tips on Monster,
Indeed, computerjobs.com you know pick your favorite job search website
there’s tons of them out there first thing for security jobs is no geo what
that means is don’t search for a geographic region
you know try your best not to search for like Washington DC or San Diego
California keep it so that it’s you know nationwide the reason I’m telling you to
keep it nationwide is because a lot of pentesting jobs are remote or require a
fair amount of travel second thing that you want to do is you want to search for
different certifications certifications like certified ethical hacker (CEH) GPEN
from Sands OSCP I definitely be searching for these certifications
regardless of whether you have them or not you’re gonna find that a lot of the
computer security certifications are recommended not necessarily required but
it’s a great way for you to find the jobs and then finally the most important
job search tip that I can give you search for the tools I would say go to a
website like sectolls.org here’s the link sectools.org and then for all
these lists of tools they’re, NMAP NIKTO, and all these different tools like
that search for those if you keyword search for jobs using the tool names
you’ll find jobs that have a penetration testing component, you might be, a
security analyst, you might be a security researcher, you might be a security
validator, you might be a computer network analyst, computer network
technician, right, security technician, you know, all types of jobs have a
penetration testing component and they’re generally not necessarily called
Ethical Hacker, or Penetration Tester or Security Evaluator, in the job title
you’re gonna find in our world a clearance is something that people talk
about a lot am I going to need a security clearance and the simple answer
is maybe it’s… questions are; 1) are you a citizen, 2) Do you have a clean record and good credit those are gonna be the couple of things
that are the initial hurdles to be getting a Security Clearance. A Security
Clearance, if you’re gonna work from somewhere that’s .gov or .mil, right, so if you’re gonna work for a three-letter agency CIA FBI NSA Secret
Service you know you’re gonna work for NRO I’m gonna work for any of these
types of places or you’re gonna work for the US military right Department of
Defense you’re probably going to require some sort of security clearance and it
goes in levels at the end of the day the easiest thing to do is get your skills
if you have the skill set you have the experience then you may want to consider
some certifications you may want to consider certifications like the Offensive Security, OSCP, you may want to consider certifications like anything
for DoD 8570 you may want to consider those okay so if you knock out a few of
those certifications which after you have this experience should be pretty
easy then you can start going for these cleared jobs and I think you’ll have a
pretty good shot at get in them okay I’m so glad you made it to the end of the
video thanks a lot for putting up with me I hope you found the information
helpful I really didn’t cover a lot of stuff on
certifications I really tried to focus on skills experience and how to get paid
we’ll probably do another video on certifications out of later date but I
hope you found this helpful and if you want to get this information and more