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The speaker discusses a shift from traditional SEO, emphasizing the need for a new approach and brand, specifically "engagement hacking." They are creating a new template for audits aimed at enhancing user engagement through funnels, linked to their recently purchased domain, engagementfunnels.com. The speaker expresses uncertainty about the direction but shares the success of acquiring over 990 new customers in the past two days, indicating that their current strategies are effective. The goal is to replicate this success for others through the new engagement-focused services they plan to offer.