Greetings! While researching some stuff about domestic financial products and looking for historical data on stock markets and inflation, I found this very interesting read that claims to dispel a few common beliefs about the stock market. I want to share it with you and I'd love to see the opinions of people more knowledgeable about investing and economics than me.
Unfortunately, the text is only available in German, so with the help of DeepL I translated it. You can find the original text and the table about the relationship between profits and volatility that is referenced here: https://fairvalue-magazin.de/aktien/
Translation (formatting/emphasis was kept the same as in the original):

Six facts about stocks that will puzzle you

Hardly any general insights can be derived from most studies on stocks. They usually focus on only one country or are based on time series that are too short. Historical price data from 23 country stock exchanges going back to 1900 paints a more realistic picture of the stock markets and dispels supposed certainties.
Researchers Elroy Dimson, Paul Marsh and Mike Staunton are a financial market institution. The researchers constructed time series for major asset classes based on historical sources dating back to 1900. The data show, for example, what returns equities have yielded over 118 years in 23 different countries. In turn, the financial market researchers used the country data to develop a world equity index that represents more than 90 percent of globally tradable stocks, as measured by market capitalization.
The data offers investors a more realistic view of the characteristics of stocks and dispels several myths. This is because market studies are usually either based on performance over only a very short period of time, or they focus solely on the U.S., the largest and best-documented stock market in the world today.
But this approach distorts reality. After all, short periods of a few years or decades are hardly meaningful, and stock market development in the U.S. is a unique success story whose results cannot be transferred to other countries.
Thus, long-term market data from 23 countries paints a different picture of international stock markets that will turn many investors' perceptions upside down.

1. High real interest rates are followed by higher stock returns

"Rising interest rates are poison for stock markets," is a truism among investors and journalists. It is based on the observation that stock prices often fall when interest rates rise unexpectedly. But that is a very incomplete view of what happens in the stock market over the longer term. Historical stock price trends in 21 countries point in the opposite direction: real stock returns, which are returns net of inflation, were low when real interest rates were low and they were high when real interest rates were high.
If real interest rates were 9.4 percent or more in any one year over the past 118 years, real stock returns added up to an average of just under 11 percent per year over the following five years. When real interest rates were minus 11 percent or less, investors made losses of 5.5 percent a year on stocks over the following five years.
During periods of very high negative real interest rates, inflation was also high in the last century. Today, nominal interest rates are at historic lows, but real interest rates are not, because consumer prices are also rising at a low rate.
The fact that the longer-term relationship between real interest rates and stock returns has been positive is no surprise to financial market researchers. After all, this is exactly the result that theory suggests. According to this theory, the short-term real interest rate for bonds with maturities of less than one year is the so-called risk-free interest rate. For risky investments such as stocks, investors demand a premium, the risk premium. The real return on equities therefore consists of the risk-free interest rate and the risk premium. If the real interest rate falls, the return on equities must also fall if the risk premium remains the same.
Conclusion for investors: there is no need to get anxious if real interest rates rise. In the short term, stock prices may fall. But over the longer term, investors can expect higher real returns from equities.

2. Stocks are riskier than most investors believe

The financial industry and many media outlets that have been taken in by it, or are themselves part of it, like to promote equities. In times of record low interest rates, this high-yield asset class is indispensable for asset accumulation. After all, share certificates in companies are not that risky in the long run, they often say.
As an example, the propagandists cite, among other things, the yield development of the German stock index DAX. Anyone who invested in the index at any time between 1949 and 2017 and held the investment for at least 15 years always achieved a positive return.
These data are impressive and illustrate that stocks are a long-term investment. But they gloss over risk and exaggerate returns because they tell only half the story:

1. The time period chosen excludes the much worse decades before 1949.
2. The returns are nominal, i.e., not adjusted for inflation.

For investors, nominal returns are just smoke and mirrors. They say nothing about the actual growth or loss of assets. Only real returns, which are adjusted for inflation, provide information on this. They show how an investor's purchasing power has developed. If, for example, the nominal return is positive but the inflation rate is higher within a given period, the real return is negative. This means that an investor's real assets and purchasing power are declining.
Since 1900, consumer prices in countries with developed stock markets have tended to rise, interrupted by only a few episodes in which inflation declined. Nominal returns are therefore higher than real returns, from which inflation has been removed.
As only nominal returns are quoted by the financial industry and in the media, the impression conveyed by these figures is distorted. Investors are led to believe that their assets have grown more than they actually did. Losses are also lower on a nominal basis than in real terms as long as inflation is rising.
Looking at the full story of German equities unearthed by researchers Elroy Dimson, Paul Marsh and Mike Staunton, the world no longer looks quite so rosy. Their data set spans from 1900 to 2017, so it also includes the two world wars, the period of hyperinflation and the crash on Wall Street in the early 1930s.
During World War 2 and in the years that followed, German stocks lost a total of 96 percent of their value in real terms. From 1900 to 1954, investors made no profit on German stocks. The accumulated real return after 54 years was minus 3 percent. A buy-and-hold strategy during this period would therefore only have preserved purchasing power, but would not have led to any real increase in wealth.
The stock markets of other countries such as France and Japan also had to endure similarly long lean periods. The longest period without real asset growth on the world stock market was less than half as long. It was only 22 years (1910-1931). This underscores how incredibly important it is to diversify a portfolio internationally and not to get too involved in a single country stock market.
Measured against the world stock market, the two world wars were by no means the worst periods that shareholders had to endure. The losses after the stock market crash in the 1930s, the oil price shock in the early 1970s, the bursting of the Internet bubble at the turn of the millennium and after the financial crisis of 2008 were considerably higher.
From 1900 to 2017, investors in German equities achieved an average annual nominal return of 8.4 percent. In real terms, however, i.e. after deducting inflation, the return on equities was only 3.4 percent.
It is true: German equities, as well as those of other countries with developed stock markets, have risen over the long term. However, the lean periods that investors had to endure were considerably longer than time series show, which only cover the sunny side of the 20th century and are not adjusted for inflation. For from 1950 to the end of 1999, the real return on the world stock market was an impressive 8.6 percent per year, while investors from 1900 to 1949 achieved only 2.7 percent after deducting inflation.

3. Economies with high economic growth do not deliver above-average returns on shares

Many banks suggest to their customers that where the economy is booming, there are particularly high profits to be made on stocks. As proof, they like to cite the rapid economic growth in emerging economies such as India and Brazil and the fabulous returns that have been achieved there since the turn of the millennium compared with the slower-growing industrialized countries. Especially in the years before the outbreak of the global financial crisis in 2008, banks were beating the drum for investments in the so-called emerging markets, when stock returns there were literally skyrocketing.
But returns over short periods of time raise false hopes. If you want to know something about the true character of the stock markets in the emerging markets, you have to take a closer look at the long-term development. And it looks less glorious than many investors probably expected.
While stocks in developed countries such as the U.S., the U.K. and Germany returned an average annual gain of 8.4 percent from 1900 to 2017, inclusive, the figure for fast-growing emerging markets was just 7.4 percent.
One percentage point may not seem like much, but over 118 years, this difference leads to a huge difference in total wealth: In the industrialized countries, one invested U.S. dollar increased to $12,877, while in the emerging markets, according to calculations by financial market researchers Elroy Dimson, Paul Marsh and Mike Staunton, the figure was just $4,367.
At the beginning of the 20th century, the stock markets of the developed countries were sometimes ahead, sometimes those of the emerging countries. At times, they rose in parallel. But after World War 2, the emerging markets crashed. In Japan, which was not yet an industrialized country at the time, the stock market lost 98 percent of its value, measured in U.S. dollars. In China, investors suffered a total loss after the communists came to power and the stock markets were closed in 1949. In other emerging markets such as Spain and South Africa, stocks performed poorly because of the aftermath of World War 2.
It was not until 1950 that emerging markets picked up again. By the end of 2017, they averaged 12.1 percent returns per year compared with 10.8 percent in the developed world. But the annual lead of 1.3 percentage points on average over the past 68 years was not enough to fully make up the shortfall from the 1940s. Over the entire 118-year study period, the established, slower-growing industrialized countries delivered the higher stock returns.
For their study, Dimson, Marsh and Staunton ranked the individual countries according to a simple rule that has become widely accepted among providers of stock indices. According to this rule, countries with a per capita economic output of at least $25,000 a year are considered developed countries. Countries that generate lower GDP per capita are considered emerging markets.
The data show that, contrary to what the financial industry often claims, there is no positive correlation between economic growth and stock returns. Other studies tended to find higher stock returns in countries with weak growth, i.e. a negative correlation.
There is no clear evidence as to why this is the case. Researchers discuss various possible explanantions:

1. High valuations. When investors prefer to invest in countries with high economic growth, share prices there rise, and with them valuations. The result of high market valuations is often below-average returns.
2. Global instead of local. Many listed companies operate globally. Economic growth in their home country is not decisive for them. In other words, even in real economic terms, there is not necessarily a correlation between GDP growth and corporate performance.
3. Dilution effects. High economic growth must also be financed. Many listed companies finance their expansion by issuing new shares. While profits may rise, they are spread over more and more shares. This results in a dilution effect that leads to lower returns.

Investors should therefore not be impressed by high growth data and forecasts. They are not an indication of above-average stock returns in the future. These tend to be offered by slow-growing countries with undervalued stock markets.

4. Shares are no hedge against inflation

There is a persistent belief among many media professionals that stocks are a good hedge against inflation. The argumentation they use to support this (unfortunately untenable) thesis goes something like this: If inflation rises, companies can raise their prices to adjust to the new level. This increases their profits, which in turn leads to rising stock returns.
This argument does not hold water for several reasons. Perhaps the most important is that the numbers show the exact opposite. Stocks are not a hedge against inflation.
What professional investors expect from a hedge is immediate and, if possible, equivalent compensation as soon as the event of loss occurs. This means that if, for example, inflation rises from 2 and 4 percent, the nominal return on equities should also rise by at least 2 percentage points at the same time. That would be a 100 percent hedge. The real return, i.e. the return after deducting inflation, would remain unaffected by inflationary spikes.
But this example is no more than wishful thinking. For as inflation rises, the real returns on equities fall - and vice versa. International equities as an asset class therefore offer a hedge against deflation, but not against inflation. The financial market researchers Elroy Dimson, Paul Marsh and Mike Staunton prove this on the basis of 21 countries whose data series go back to 1900.
According to these data, investors in international equities achieved the highest real returns (11 to 12 percent) in the past when the inflation rate remained below 2 percent. In the past, a 10 percent increase in inflation led to a decline in real stock returns of about 5 percent.
If the extreme cases of hyperinflation (Germany, 1922-23, Finland 1918, Italy 1944, Japan 1946) are included in the calculation, equities perform somewhat better. Real returns fell by 3.5 percent when inflation rose by 10 percent.
Other studies support these findings. They also show that the relationship between real stock returns and inflation is negative. However, economists are still unable to provide a clear explanation as to why this is the case. What is clear, in any case, is that in the short term, stock prices do not necessarily follow corporate profits, which may determine returns in the long run. In the short term, it is rather factors such as monetary policy and investors' risk appetite that are decisive.
Because the latter usually falls when inflation rates rise, investors demand higher risk premiums for stocks, which depresses their prices, according to one theory. This theory is supported by the negative correlation between stock valuations measured by price-earnings ratios (P/E ratios) and inflation. American stocks, for example, were highly valued between 1970 and 2010 when inflation was low and vice versa.
Even though real stock returns decline as inflation rises - the bottom line has historically been positive as long as inflation has not exceeded 19 percent. So, on average, nominal stock returns have been higher than inflation. But this does not equate to an effective hedge against rising consumer prices (see above).

5. Less risk, more return

The more returns investors want to achieve, the higher the risks they have to take, is a widely accepted financial market theory. An empirical comparison of individual asset classes confirms this correlation. Since 1900, stocks have been the asset class with the highest return. At the same time, however, the risk measured in terms of volatility was also the highest. Government bonds of more than one year generated lower gains, but fluctuated less. Government bonds with maturities of less than one year, so-called money market paper, were the safest, but also the least lucrative.
However, if we look at individual countries within the equity asset class, the relationship between risk and return is no longer so clear. Rather, the data point in the opposite direction. In countries whose stock markets fluctuated comparatively less, investors tended to generate higher returns (see charts). A good third of the returns can be explained by volatility, as the regression analysis shows.
Equity markets with low volatility tended to generate higher returns
[Table on the linked website]

6. Dividends are the main source of return on shares in the long term.

Speculators hoping to make quick profits on the stock markets pay particular attention to the price performance of shares. In the short term, share prices can fluctuate enormously. Within a year, for example, a 40 percent gain or loss is possible.
But these capital gains and losses, which determine real stock returns in the short term, play only a minor role for serious investors who want to build up and increase their assets over the long term. The longer the investment period, the more important reinvested dividends become. According to calculations by financial market researchers Elroy Dimson, Paul Marsh and Mike Staunton, dividend yields have contributed around 80 percent to total returns on the world stock market since 1900. In the U.S., it was about two-thirds, and in Germany it was as much as 100 percent, because the annual capital gain was negative at minus 0.23 percent.
Specifically, this part confuses me:

Because the latter usually falls when inflation rates rise, investors demand higher risk premiums for stocks, which depresses their prices

Isn't the price (minus the risk-free interest) exactly the risk premium in case of stocks? I don't see how the risk premium can increase while the price decreases.
Also, while the text was updated in 2020 and the referenced study is from 2018, it feels like it disregards modern developments like tech companies. On the other hand, "this time it's different" might also apply here in the sense that current tech innovation might not be permanent growth guarantee just like innovation in the 20th century wasn't.

Not really about Kitboga. The author talks to Jim Browning. Very interesting. https://www.nytimes.com/2021/01/27/magazine/scam-call-centers.html
[Edit: adding the text of the article which was sent to me by a friend from a call center]
Who’s Making All Those Scam Calls?
One afternoon in December 2019, Kathleen Langer, an elderly grandmother who lives by herself in Crossville, Tenn., got a phone call from a person who said he worked in the refund department of her computer manufacturer. The reason for the call, he explained, was to process a refund the company owed Langer for antivirus and anti-hacking protection that had been sold to her and was now being discontinued. Langer, who has a warm and kind voice, couldn’t remember purchasing the plan in question, but at her age, she didn’t quite trust her memory. She had no reason to doubt the caller, who spoke with an Indian accent and said his name was Roger.
He asked her to turn on her computer and led her through a series of steps so that he could access it remotely. When Langer asked why this was necessary, he said he needed to remove his company’s software from her machine. Because the protection was being terminated, he told her, leaving the software on the computer would cause it to crash.
After he gained access to her desktop, using the program TeamViewer, the caller asked Langer to log into her bank to accept the refund, $399, which he was going to transfer into her account. “Because of a technical issue with our system, we won’t be able to refund your money on your credit card or mail you a check,” he said. Langer made a couple of unsuccessful attempts to log in. She didn’t do online banking too often and couldn’t remember her user name.
Frustrated, the caller opened her bank’s internet banking registration form on her computer screen, created a new user name and password for her and asked her to fill out the required details — including her address, Social Security number and birth date. When she typed this last part in, the caller noticed she had turned 80 just weeks earlier and wished her a belated happy birthday. “Thank you!” she replied.
After submitting the form, he tried to log into Langer’s account but failed, because Langer’s bank — like most banks — activates a newly created user ID only after verifying it by speaking to the customer who has requested it. The caller asked Langer if she could go to her bank to resolve the issue. “How far is the bank from your house?” he asked.
A few blocks away, Langer answered. Because it was late afternoon, however, she wasn’t sure if it would be open when she got there. The caller noted that the bank didn’t close until 4:30, which meant she still had 45 minutes. “He was very insistent,” Langer told me recently. On her computer screen, the caller typed out what he wanted her to say at the bank. “Don’t tell them anything about the refund,” he said. She was to say that she needed to log in to check her statements and pay bills.
Langer couldn’t recall, when we spoke, if she drove to the bank or not. But later that afternoon, she rang the number the caller had given her and told him she had been unable to get to the bank in time. He advised her to go back the next morning. By now, Langer was beginning to have doubts about the caller. She told him she wouldn’t answer the phone if he contacted her again.
“Do you care about your computer?” he asked. He then uploaded a program onto her computer called Lock My PC and locked its screen with a password she couldn’t see. When she complained, he got belligerent. “You can call the police, the F.B.I., the C.I.A.,” he told her. “If you want to use your computer as you were doing, you need to go ahead as I was telling you or else you will lose your computer and your money.” When he finally hung up, after reiterating that he would call the following day, Langer felt shaken.
Minutes later, her phone rang again. This caller introduced himself as Jim Browning. “The guy who is trying to convince you to sign into your online banking is after one thing alone, and that is he wants to steal your money,” he said.
Langer was mystified that this new caller, who had what seemed to be a strong Irish accent, knew about the conversations she had just had. “Are you sure you are not with this group?” she asked.
He replied that the same scammers had targeted him, too. But when they were trying to connect remotely to his computer, as they had done with hers, he had managed to secure access to theirs. For weeks, that remote connection had allowed him to eavesdrop on and record calls like those with Langer, in addition to capturing a visual record of the activity on a scammer’s computer screen.
“I’m going to give you the password to unlock your PC because they use the same password every time,” he said. “If you type 4-5-2-1, you’ll unlock it.”
Langer keyed in the digits.
“OK! It came back on!” she said, relieved.
For most people, calls like the one Langer received are a source of annoyance or anxiety. According to the F.B.I.’s Internet Crime Complaint Center, the total losses reported to it by scam victims increased to $3.5 billion in 2019 from $1.4 billion in 2017. Last year, the app Truecaller commissioned the Harris Poll to survey roughly 2,000 American adults and found that 22 percent of the respondents said they had lost money to a phone scam in the past 12 months; Truecaller projects that as many as 56 million Americans may have been victimized this way, losing nearly $20 billion.
The person who rescued Langer that afternoon delights in getting these calls, however. “I’m fascinated by scams,” he told me. “I like to know how they work.” A software engineer based in the United Kingdom, he runs a YouTube channel under the pseudonym Jim Browning, where he regularly posts videos about his fraud-fighting efforts, identifying call centers and those involved in the crimes. He began talking to me over Skype in the fall of 2019 — and then sharing recordings like the episode with Langer — on the condition that I not reveal his identity, which he said was necessary to protect himself against the ire of the bad guys and to continue what he characterizes as his activism. Maintaining anonymity, it turns out, is key to scam-busting and scamming alike. I’ll refer to him by his middle initial, L.
The goal of L.’s efforts and those of others like him is to raise the costs and risks for perpetrators, who hide behind the veil of anonymity afforded by the internet and typically do not face punishment. The work is a hobby for L. — he has a job at an I.T. company — although it seems more like an obsession. Tracking scammers has consumed much of L.’s free time in the evenings over the past few years, he says, except for several weeks in March and April last year, when the start of the coronavirus pandemic forced strict lockdowns in many parts of the world, causing call centers from which much of this activity emanates to temporarily suspend operations. Ten months later, scamming has “gone right back to the way it was before the pandemic,” L. told me earlier this month.
Like L., I was curious to learn more about phone scammers, having received dozens of their calls over the years. They have offered me low interest rates on my credit-card balances, promised to write off my federal student loans and congratulated me on having just won a big lottery. I’ve answered fraudsters claiming to be from the Internal Revenue Service who threaten to send the police to my doorstep unless I agree to pay back taxes that I didn’t know I owed — preferably in the form of iTunes gift cards or by way of a Western Union money transfer. Barring a few exceptions, the individuals calling me have had South Asian accents, leading me to suspect that they are calling from India. On several occasions, I’ve tested this theory by letting the voice on the other end go on for a few minutes before I suddenly interrupt with a torrent of Hindi curses that I retain full mastery of even after living in the United States for the past two decades. I haven’t yet failed to elicit a retaliatory offensive in Hindi. Confirming that these scammers are operating from India hasn’t given me any joy. Instead, as an Indian expatriate living in the United States, I’ve felt a certain shame.
L. started going after scammers when a relative of his lost money to a tech-support swindle, a common scheme with many variants. Often, it starts when the mark gets a call from someone offering unsolicited help in ridding a computer’s hard drive of malware or the like. Other times, computer users looking for help stumble upon a website masquerading as Microsoft or Dell or some other computer maker and end up dialing a listed number that connects them to a fraudulent call center. In other instances, victims are tricked by a pop-up warning that their computer is at risk and that they need to call the number flashing on the screen. Once someone is on the phone, the scammers talk the caller into opening up TeamViewer or another remote-access application on his or her computer, after which they get the victim to read back unique identifying information that allows them to establish control over the computer.
L. flips the script. He starts by playing an unsuspecting target. Speaking in a polite and even tone, with a cadence that conveys naïveté, he follows instructions and allows the scammer to connect to his device. This doesn’t have any of his actual data, however. It is a “virtual machine,” or a program that simulates a functioning desktop on his computer, including false files, like documents with a fake home address. It looks like a real computer that belongs to someone. “I’ve got a whole lot of identities set up,” L. told me. He uses dummy credit-card numbers that can pass a cursory validation check.
The scammer’s connection to L.’s virtual machine is effectively a two-way street that allows L. to connect to the scammer’s computer and infect it with his own software. Once he has done this, he can monitor the scammer’s activities long after the call has ended; sometimes for months, or as long as the software goes undetected. Thus, sitting in his home office, L. is able to listen in on calls between scammer and targets — because these calls are made over the internet, from the scammer’s computer — and watch as the scammer takes control of a victim’s computer. L. acknowledged to me that his access to the scammer’s computer puts him at legal risk; without the scammer’s permission, establishing that access is unlawful. But that doesn’t worry him. “If it came down to someone wanting to prosecute me for accessing a scammer’s computer illegally, I can demonstrate in every single case that the only reason I gained access is because the scammer was trying to steal money from me,” he says.
On occasion, L. succeeds in turning on the scammer’s webcam and is able to record video of the scammer and others at the call center, who can usually be heard on phones in the background. From the I.P. address of the scammer’s computer and other clues, L. frequently manages to identify the neighborhood — and, in some cases, the actual building — where the call center is.
When he encounters a scam in progress while monitoring a scammer’s computer, L. tries to both document and disrupt it, at times using his real-time access to undo the scammer’s manipulations of the victim’s computer. He tries to contact victims to warn them before they lose any money — as he did in the case of Kathleen Langer.
L.’s videos of such episodes have garnered millions of views, making him a faceless YouTube star. He says he hopes his exploits will educate the public and deter scammers. He claims he has emailed the law-enforcement authorities in India offering to share the evidence he has collected against specific call centers. Except for one instance, his inquiries have elicited only form responses, although last year, the police raided a call center that L. had identified in Gurugram, outside Delhi, after it was featured in an investigation aired by the BBC.
Now and then during our Skype conversations, L. would begin monitoring a call between a scammer and a mark and let me listen in. In some instances, I would also hear other call-center employees in the background — some of them making similar calls, others talking among themselves. The chatter evoked a busy workplace, reminding me of my late nights in a Kolkata newsroom, where I began my journalism career 25 years ago, except that these were young men and women working through the night to con people many time zones away. When scammers called me in the past, I tried cajoling them into telling me about their enterprise but never succeeded. Now, with L.’s help, I thought, I might have better luck.
I flew to India at the end of 2019 hoping to visit some of the call centers that L. had identified as homes for scams. Although he had detected many tech-support scams originating from Delhi, Hyderabad and other Indian cities, L. was convinced that Kolkata — based on the volume of activity he was noticing there — had emerged as a capital of such frauds. I knew the city well, having covered the crime beat there for an English-language daily in the mid-1990s, and so I figured that my chances of tracking down scammers would be better there than most other places in India.
I took with me, in my notebook, a couple of addresses that L. identified in the days just before my trip as possible origins for some scam calls. Because the geolocation of I.P. addresses — ascertaining the geographical coordinates associated with an internet connection — isn’t an exact science, I wasn’t certain that they would yield any scammers.
But I did have the identity of a person linked to one of these spots, a young man whose first name is Shahbaz. L. identified him by matching webcam images and several government-issued IDs found on his computer. The home address on his ID matched what L. determined, from the I.P. address, to be the site of the call center where he operated, which suggested that the call center was located where he lived or close by. That made me optimistic I would find him there. In a recording of a call Shahbaz made in November, weeks before my Kolkata visit, I heard him trying to hustle a woman in Ottawa and successfully intimidating and then fleecing an elderly man in the United States.
Image Murlidhar Sharma, a senior police official, whose team raided two call centers in Kolkata in October 2019 based on a complaint from Microsoft. Credit...Prarthna Singh for The New York Times
Although individuals like this particular scammer are the ones responsible for manipulating victims on the phone, they represent only the outward face of a multibillion-dollar criminal industry. “Call centers that run scams employ all sorts of subcontractors,” Puneet Singh, an F.B.I. agent who serves as the bureau’s legal attaché at the U.S. Embassy in New Delhi, told me. These include sellers of phone numbers; programmers who develop malware and pop-ups; and money mules. From the constantly evolving nature of scams — lately I’ve been receiving calls from the “law-enforcement department of the Federal Reserve System” about an outstanding arrest warrant instead of the fake Social Security Administration calls I was getting a year ago — it’s evident that the industry has its share of innovators.
The reasons this activity seems to have flourished in India are much the same as those behind the growth of the country’s legitimate information-technology-services industry after the early 2000s, when many American companies like Microsoft and Dell began outsourcing customer support to workers in India. The industry expanded rapidly as more companies in developed countries saw the same economic advantage in relocating various services there that could be performed remotely — from airline ticketing to banking. India’s large population of English speakers kept labor costs down.
Because the overwhelming majority of call centers in the country are engaged in legitimate business, the ones that aren’t can hide in plain sight. Amid the mazes of gleaming steel-and-glass high-rises in a place like Cyber City, near Delhi, or Sector V in Salt Lake, near Kolkata — two of the numerous commercial districts that have sprung up across the country to nurture I.T. businesses — it’s impossible to distinguish a call center that handles inquiries from air travelers in the United States from one that targets hundreds of Americans every day with fraudulent offers to lower their credit-card interest rates.
The police do periodically crack down on operations that appear to be illegitimate. Shortly after I got to Kolkata, the police raided five call centers in Salt Lake that officials said had been running a tech-support scam. The employees of the call centers were accused of impersonating Microsoft representatives. The police raid followed a complaint by the tech company, which in recent years has increasingly pressed Indian law enforcement to act against scammers abusing the company’s name. I learned from Murlidhar Sharma, a senior official in the city police, that his team had raided two other call centers in Kolkata a couple of months earlier in response to a similar complaint.
“Microsoft had done extensive work before coming to us,” Sharma, who is in his 40s and speaks with quiet authority, told me. The company lent its help to the police in connection with the raids, which Sharma seemed particularly grateful for. Often the police lack the resources to pursue these sorts of cases. “These people are very smart, and they know how to hide data,” Sharma said, referring to the scammers. It was in large part because of Microsoft’s help, he said, that investigators had been able to file charges in court within a month after the raid. A trial has begun but could drag on for years. The call centers have been shut down, at least for now.
Sharma pointed out that pre-emptive raids do not yield the desired results. “Our problem,” he said, “is that we can act only when there’s a complaint of cheating.” In 2017, he and his colleagues raided a call center on their own initiative, without a complaint, and arrested several people. “But then the court was like, ‘Why did the police raid these places?’” Sharma said. The judge wanted statements from victims, which the police were unable to get, despite contacting authorities in the U.S. and U.K. The case fell apart.
The slim chances of detection, and the even slimmer chances of facing prosecution, have seemed to make scamming a career option, especially among those who lack the qualifications to find legitimate employment in India’s slowing economy. Indian educational institutions churn out more than 1.5 million engineers every year, but according to one survey fewer than 20 percent are equipped to land positions related to their training, leaving a vast pool of college graduates — not to mention an even larger population of less-educated young men and women — struggling to earn a living. That would partly explain why call centers run by small groups are popping up in residential neighborhoods. “The worst thing about this crime is that it’s becoming trendy,” Aparajita Rai, a deputy commissioner in the Kolkata Police, told me. “More and more youngsters are investing the crucial years of their adolescence into this. Everybody wants fast money.”
In Kolkata, I met Aniruddha Nath, then 23, who said he spent a week working at a call center that he quickly realized was engaged in fraud. Nath has a pensive air and a shy smile that intermittently cut through his solemnness as he spoke. While finishing his undergraduate degree in engineering from a local college — he took a loan to study there — Nath got a job offer after a campus interview. The company insisted he join immediately, for a monthly salary of about $200. Nath asked me not to name the company out of fear that he would be exposing himself legally.
His jubilation turned into skepticism on his very first day, when he and other fresh recruits were told to simply memorize the contents of the company’s website, which claimed his employer was based in Australia. On a whim, he Googled the address of the Australian office listed on the site and discovered that only a parking garage was located there. He said he learned a couple of days later what he was to do: Call Indian students in Australia whose visas were about to expire and offer to place them in a job in Australia if they paid $800 to take a training course.
Image The Garden Reach area in Kolkata. Credit...Prarthna Singh for The New York Times
On his seventh day at work, Nath said, he received evidence from a student in Australia that the company’s promise to help with job placements was simply a ruse to steal $800; the training the company offered was apparently little more than a farce. “She sent me screenshots of complaints from individuals who had been defrauded,” Nath said. He stopped going in to work the next day. His parents were unhappy, and, he said, told him: “What does it matter to you what the company is doing? You’ll be getting your salary.” Nath answered, “If there’s a raid there, I’ll be charged with fraud.”
Late in the afternoon the day after I met with Nath, I drove to Garden Reach, a predominantly Muslim and largely poor section in southwest Kolkata on the banks of the Hooghly River. Home to a 137-year-old shipyard, the area includes some of the city’s noted crime hot spots and has a reputation for crime and violence. Based on my experience reporting from Garden Reach in the 1990s, I thought it was probably not wise to venture there alone late at night, even though that was most likely the best time to find scammers at work. I was looking for Shahbaz.
Parking my car in the vicinity of the address L. had given me, I walked through a narrow lane where children were playing cricket, past a pharmacy and a tiny store selling cookies and snacks. The apartment I sought was on the second floor of a building at the end of an alley, a few hundred yards from a mosque. It was locked, but a woman next door said that the building belonged to Shahbaz’s extended family and that he lived in one of the apartments with his parents.
Then I saw an elderly couple seated on the steps in the front — his parents, it turned out. The father summoned Shahbaz’s brother, a lanky, longhaired man who appeared to be in his 20s. He said Shahbaz had woken up a short while earlier and gone out on his motorbike. “I don’t know when he goes to sleep and when he wakes up,” his father said, with what sounded like exasperation.
They gave me Shahbaz’s mobile number, but when I called, I got no answer. It was getting awkward for me to wait around indefinitely without disclosing why I was there, so eventually I pulled the brother aside to talk in private. We sat down on a bench at a roadside tea stall, a quarter mile from the mosque. Between sips of tea, I told him that I was a journalist in the United States and wanted to meet his brother because I had learned he was a scammer. I hoped he would pass on my message.
I got a call from Shahbaz a few hours later. He denied that he’d ever worked at a call center. “There are a lot of young guys who are involved in the scamming business, but I’m not one of them,” he said. I persisted, but he kept brushing me off until I asked him to confirm that his birthday was a few days later in December. “Look, you are telling me my exact birth date — that makes me nervous,” he said. He wanted to know what I knew about him and how I knew it. I said I would tell him if he met with me. I volunteered to protect his identity if he answered my questions truthfully.
Two days later, we met for lunch at the Taj Bengal, one of Kolkata’s five-star hotels. I’d chosen that as the venue out of concern for my safety. When he showed up in the hotel lobby, however, I felt a little silly. Physically, Shahbaz is hardly intimidating. He is short and skinny, with a face that would seem babyish but for his thin mustache and beard, which are still a work in progress. He was in his late 20s but had brought along an older cousin for his own safety.
We found a secluded table in the hotel’s Chinese restaurant and sat down. I took out my phone and played a video that L. had posted on YouTube. (Only those that L. shared the link with knew of its existence.) The video was a recording of the call from November 2019 in which Shahbaz was trying to defraud the woman in Ottawa with a trick that scammers often use to arm-twist their victims: editing the HTML coding of the victim’s bank-account webpage to alter the balances. Because the woman was pushing back, Shahbaz zeroed out her balance to make it look as if he had the ability to drain her account. On the call, he can be heard threatening her: “You don’t want to lose all your money, right?”
I watched him shift uncomfortably in his chair. “Whose voice is that?” I asked. “It’s yours, isn’t it?”
Image Aniruddha Nath spent a week on the job at a call center when he realized that it was engaged in fraud. A lack of other opportunities can make such call centers an appealing enterprise. Credit...Prarthna Singh for The New York Times
He nodded in shocked silence. I took my phone back and suggested he drink some water. He took a few sips, gathering himself before I began questioning him. When he mumbled in response to my first couple of questions, I jokingly asked him to summon the bold, confident voice we’d just heard in the recording of his call. He gave me a wan smile.
Pointing to my voice recorder on the table, he asked, meekly, “Is this necessary?”
When his scam calls were already on YouTube, I countered, how did it matter that I was recording our conversation?
“It just makes me nervous,” he said.
Shahbaz told me his parents sent him to one of the city’s better schools but that he flunked out in eighth grade and had to move to a neighborhood school. When his father lost his job, Shahbaz found work riding around town on his bicycle to deliver medicines and other pharmaceutical supplies from a wholesaler to retail pharmacies; he earned $25 a month. Sometime around 2011 or 2012, he told me, a friend took him to a call center in Salt Lake, where he got his first job in scamming, though he didn’t realize right away that that was what he was doing. At first, he said, the job seemed like legitimate telemarketing for tech-support services. By 2015, working in his third job, at a call center in the heart of Kolkata, Shahbaz had learned how to coax victims into filling out a Western Union transfer in order to process a refund for terminated tech-support services. “They would expect a refund but instead get charged,” he told me.
Shahbaz earned a modest salary in these first few jobs — he told me that that first call center, in Salt Lake, paid him less than $100 a month. His lengthy commute every night was exhausting. In 2016 or 2017, he began working with a group of scammers in Garden Reach, earning a share of the profits. There were at least five others who worked with him, he said. All of them were local residents, some more experienced than others. One associate at the call center was his wife’s brother.
He was cagey about naming the others or describing the organization’s structure, but it was evident that he wasn’t in charge. He told me that a supervisor had taught him how to intimidate victims by editing their bank balances. “We started doing that about a year ago,” he said, adding that their group was somewhat behind the curve when it came to adopting the latest tricks of the trade. When those on the cutting edge of the business develop something new, he said, the idea gradually spreads to other scammers.
It was hard to ascertain how much this group was stealing from victims every day, but Shahbaz confessed that he was able to defraud one or two people every night, extracting anywhere from $200 to $300 per victim. He was paid about a quarter of the stolen amount. He told me that he and his associates would ask victims to drive to a store and buy gift cards, while staying on the phone for the entire duration. Sometimes, he said, all that effort was ruined if suspicious store clerks declined to sell gift cards to the victim. “It’s becoming tough these days, because customers aren’t as gullible as they used to be,” he told me. I could see from his point of view why scammers, like practitioners in any field, felt pressure to come up with new methods and scams in response to increasing public awareness of their schemes.
The more we spoke, the more I recognized that Shahbaz was a small figure in this gigantic criminal ecosystem that constitutes the phone-scam industry, the equivalent of a pickpocket on a Kolkata bus who is unlucky enough to get caught in the act. He had never thought of running his own call center, he told me, because that required knowing people who could provide leads — names and numbers of targets to call — as well as others who could help move stolen money through illicit channels. “I don’t have such contacts,” he said. There were many in Kolkata, according to Shahbaz, who ran operations significantly bigger than the one he was a part of. “I know of people who had nothing earlier but are now very rich,” he said. Shahbaz implied that his own ill-gotten earnings were paltry in comparison. He hadn’t bought a car or a house, but he admitted that he had been able to afford to go on overseas vacations with friends. On Facebook, I saw a photo of him posing in front of the Burj Khalifa in Dubai and other pictures from a visit to Thailand.
I asked if he ever felt guilty. He didn’t answer directly but said there had been times when he had let victims go after learning that they were struggling to pay bills or needed the money for medical expenses. But for most victims, his rationale seemed to be that they could afford to part with the few hundred dollars he was stealing.
Shahbaz was a reluctant interviewee, giving me brief, guarded answers that were less than candid or directly contradicted evidence that L. had collected. He was vague about the highest amount he’d ever stolen from a victim, at one point saying $800, then later admitting to $1,500. I found it hard to trust either figure, because on one of his November calls I heard him bullying someone to pay him $5,000. He told me that my visit to his house had left him shaken, causing him to realize how wrong he was to be defrauding people. His parents and his wife were worried about him. And so, he had quit scamming, he told me.
“What did you do last night?” I asked him.
“I went to sleep,” he said.
I knew he was not telling the truth about his claim to have stopped scamming, however. Two days earlier, hours after our phone conversation following my visit to Garden Reach, Shahbaz had been at it again. It was on that night, in fact, that he tried to swindle Kathleen Langer in Crossville, Tenn. Before I came to see him for lunch, I had already heard a recording of that call, which L. shared with me.
When I mentioned that to him, he looked at me pleadingly, in visible agony, as if I’d poked at a wound. It was clear to me that he was only going to admit to wrongdoing that I already had evidence of.
L. told me that the remote access he had to Shahbaz’s computer went cold after I met with him on Dec. 14, 2019. But it buzzed back to life about 10 weeks later. The I.P. address was the same as before, which suggested that it was operating in the same location I visited. L. set up a livestream on YouTube so I could see what L. was observing. The microphone was on, and L. and I could clearly hear people making scam calls in the background. The computer itself didn’t seem to be engaged in anything nefarious while we were eavesdropping on it, but L. could see that Shahbaz’s phone was connected to it. It appeared that Shahbaz had turned the computer on to download music. I couldn’t say for certain, but it seemed that he was taking a moment to chill in the middle of another long night at work.

Hey guys!
There's a TON of content out there on SEO - guides, articles, courses, videos, scams, people yelling about it on online forums, etc etc..
Most of it, however, is super impractical. If you want to start doing SEO TODAY and start getting results ASAP, you'll need to do a TON of digging to figure out what's important and what's not.
So we wanted to make everyone's lives super easy and distill our EXACT process of working w/ clients into a stupid-simple, step-by-step practical guide. And so we did. Here we are.
P.S: startups, and seo loved the guide, so I thought you guys might like it too.

A bit of backstory:

If you guys haven't seen any of my previous posts, me and my co-founder own an SEO/digital marketing agency, and we've worked w/ a ton of clients helping them go from 0 to 200k+ monthly organic traffic. We've also helped some quite big companies grow their organic traffic (from 1M to over 1.8M monthly organic), using the exact same process.
So without further ado, grab your popcorn, and be prepared to stick to the screen for a while, cause this is going to be a long post. Here's everything I am going to cover:

• Get your website to run and load 2x - 5x faster (with MINIMAL technical know-how)
• Optimize your landing pages to rank for direct intent keywords (and drive 100% qualified leads)
• Create amazing, long-form content that ranks every time
• How we get a TON of links to our website with ZERO link-building efforts
• How to improve your content’s rankings with Surfer SEO

Step #1 - Technical Optimization and On-Page SEO

Step #1 to any SEO initiative is getting your technical SEO right.
Now, some of this is going to be a bit technical, so you might just forward this part to your tech team and just skip ahead to "Step #2 - Keyword Research."
If you DON'T have a tech team and want a super easy tl;dr, do this:

• Use WP Rocket. It's a WordPress plugin that optimizes a bunch of stuff on your website, making it run significantly faster.
• Use SMUSH to (losslessly) compress all the images on your website. this usually helps a TON w/ load speed.

If you’re a bit more tech-savvy, though, read on!

Technical SEO Basics

Sitemap.xml file. A good sitemap shows Google how to easily navigate your website (and how to find all your content!). If your site runs on WordPress, all you have to do is install YoastSEO or Rankmath SEO, and they’ll create a sitemap for you. Otherwise, you can use an online XML Sitemap generation tool.
Proper website architecture. The crawl depth of any page should be lower than 4 (i.e: any given page should be reached with no more than 3 clicks from the homepage). To fix this, you should improve your interlinking (check Step #6 of this guide to learn more).
Serve images in next-gen format. Next-gen image formats (JPEG 2000, JPEG XR, and WebP) can be compressed a lot better than JPG or PNG images. Using WordPress? Just use Smush and it’ll do ALL the work for you. Otherwise, you can manually compress all images and re-upload them.
Remove duplicate content. Google hates duplicate content and will penalize you for it. If you have any duplicate pages, just merge them (by doing a 301 redirect) or delete one or the other.
Update your ‘robots.txt’ file. Hide the pages you don’t want Google to index (e.g: non-public, or unimportant pages). If you’re a SaaS, this would be most of your in-app pages. ]
Optimize all your pages by best practice. There’s a bunch of general best practices that Google wants you to follow for your web pages (maintain keyword density, have an adequate # of outbound links, etc.). Install YoastSEO or RankMath and use them to optimize all of your web pages.
If you DON’T have any pages that you don’t want to be displayed on Google, you DON’T need robots.txt.

Advanced Technical SEO

Now, this is where this gets a bit more web-devvy. Other than just optimizing your website for SEO, you should also focus on optimizing your website speed.
Here’s how to do that:
Both for Mobile and PC, your website should load in under 2-3 seconds. While load speed isn’t a DIRECT ranking factor, it does have a very serious impact on your rankings.
After all, if your website doesn’t load for 5 seconds, a bunch of your visitors might drop off.
So, to measure your website speed performance, you can use Pagespeed Insights. Some of the most common issues we have seen clients facing when it comes to website speed and loading time, are the following:

• Images being resized with CSS or JS. This adds extra loading time to your site. Use GTMetrix to find which images need resizing. Use an online tool (there are a ton of free ones) to properly resize images (or Photoshop even), and re-upload them.
• Images not being lazy-loaded. If your pages contain a lot of images, you MUST activate lazy-loading. This allows images that are below the screen, to be loaded only once the visitor scrolls down enough to see the image.
• Gzip compression not enabled. Gzip is a compression method that allows network file transfers to happen a ton faster. In other words, your files like your HTML, CSS, and JS load a ton faster.
• JS, CSS, and HTML not minified/aggregated/in-lined. If your website is loading slowly because you have 100+ external javascript files and stylesheets being requested from the server, then you need to look into minifying, aggregating, and inlining some of those files.
• Use Cloudflare + BunnyCDN Why the combo? Why not just Cloudflare? Well, I won't get into details, I've experimented a bit with it, and if you are looking for something cheap and fast this is the best combo. Cloudflare you can opt in for the free account. BunnyCDN on the other hand is on a pay-as-you-go basis, and unless you are getting over 100K+ visits a month, you'll likely never go above their minimum monthly threshold of $1.

Want to make your life easier AND fix up all these issues and more? Use WP Rocket. The tool basically does all your optimization for you (if you’re using WordPress, of course).
Lastly, if you want to validate the website speed optimization changes you've made, or if you simply want to test how your current site is performing, you can use Google Page Speed Insights*.*
In May 2020, Google rolled out its Core Web Vitals update, which in layman terms means starting next May (2021), the three most important website load speed metrics you will need to worry for ranking will be:

1. LCP - Largest Contentful Paint -> under 2.5s
2. FID - First Input Delay -> under 100ms
3. CLS - Cumulative Layout Shift -> under 0.1

Step #2 - Keyword Research

Once your website is 100% optimized, it’s time to define your SEO strategy.
The best way to get started with this is by doing keyword research.
First off, you want to create a keyword research sheet. This is going to be your main hub for all your content operations.
You can use the sheet to:

1. Prioritize content
2. Keep track of the publishing process
3. Get a top-down view of your web pages

And here’s what it covers:

• Target search phrase. This is the keyword you’re targeting.
• Priority. What’s the priority of this keyword? We usually divide them by 1-2-3…
  • Priority 3 - Top priority keywords. These are usually low competition, high traffic, well-converting, or all 3 at the same time.
  • Priority 2 - Mid-priority keywords.
  • Priority 1 - These are low priority.
• Status. What’s the status of the article? We usually divide them by…
  • 1 - Not written
  • 2 - Writer has picked up the topic for the week
  • 3 - The article is being written
  • 4 - The article is in editing phase
  • 5 - The article is published on the blog
• Topic cluster. The category that the blog post belongs to.
• Monthly search volume. Self-explanatory. This helps you pick a priority for the keyword.
• CPC (low & high bid). Cost per click for the keyword. Generally, unless you’re planning to run search ads, these are not mandatory. They can, however, help you figure out which of your keywords will convert better. Pro tip: the higher the CPC, the more likely it is for the keyword to convert well.

Now that you have your sheet (and understand how it works), let’s talk about the “how” of keyword research.

How to do Keyword Research (Step-by-Step Guide)

There are a ton of different ways to do that (check the “further readings” at the end of this section for a detailed rundown).
Our favorite method, however, is as follows…
Start off by listing out your top 5 SEO competitors.
The key here is SEO competitors - competing companies that have a strong SEO presence in the same niche.
Not sure who’s a good SEO competitor? Google the top keywords that describe your product and find your top-ranking competitors.
Run them through SEMrush (or your favorite SEO tool), and you’ll see how well, exactly, they’re doing with their SEO.
Once you have a list of 5 competitors, run each of them through “Organic Research” on SEMrush, and you'll get a complete list of all the keywords they rank on.
Now, go through these keywords one by one and extract all the relevant ones and add them to your sheet.
Once you go through the top SEO competitors, your keyword research should be around 80%+ done.
Now to put some finishing touches on your keyword research, run your top keywords through UberSuggest and let it do its magic. It's going to give you a bunch of keywords associated with the keywords you input.
Go through all the results it's going to give you, extract anything that’s relevant, and your keyword research should be 90% done.
At this point, you can call it a day and move on to the next step. Chances are, over time, you’ll uncover new keywords to add to your sheet and get you to that sweet 100%.

Step #3 - Create SEO Landing Pages

Remember how we collected a bunch of landing page keywords in step #2? Now it’s time to build the right page for each of them! This step is a lot more straightforward than you’d think. First off, you create a custom landing page based on the keyword. Depending on your niche, this can be done in 2 ways:

1. Create a general template landing page. Pretty much copy-paste your landing page, alter the sub-headings, paraphrase it a bit, and add relevant images to the use-case. You’d go with this option if the keywords you’re targeting are very similar to your main use-case (e.g. “project management software” “project management system”).
2. Create a unique landing page for each use-case. You should do this if each use-case is unique. For example, if your software doubles as project management software and workflow management software. In this case, you’ll need two completely new landing pages for each keyword.

Once you have a bunch of these pages ready, you should optimize them for their respective keywords.
You can do this by running the page content through an SEO tool. If you’re using WordPress, you can do this through RankMath or Yoast SEO.
Both tools will give you exact instructions on how to optimize your page for the keyword.
If you’re not using WordPress, you can use SurferSEO. Just copy-paste your web page content, and it’s going to give you instructions on how to optimize it.
Once your new landing pages are live, you need to pick where you want to place them on your website. We usually recommend adding these pages to your website’s navigation menu (header) or footer.
Finally, once you have all these new landing pages up, you might be thinking “Now what? How, and when, are these pages going to rank?”
Generally, landing pages are a tad harder to rank than content. See, with content, quality plays a huge part. Write better, longer, and more informative content than your competition, and you’re going to eventually outrank them even if they have more links.
With landing pages, things aren’t as cut and dry. More often than not, you can’t just “create a better landing page.”
What determines rankings for landing page keywords are backlinks. If your competitors have 400 links on their landing pages, while yours has 40, chances are, you’re not going to outrank them.

Step #4 - Create SEO Blog Content

Now, let’s talk about the other side of the coin: content keywords, and how to create content that ranks.
As we mentioned before, these keywords aren’t direct-intent (the Googler isn’t SPECIFICALLY looking for your product), but they can still convert pretty well. For example, if you’re a digital marketing agency, you could rank on keywords like…

• Lead generation techniques
• SaaS marketing
• SEO content

After all, anyone looking to learn about lead gen techniques might also be willing to pay you to do it for them.
On top of this, blog post keywords are way easier to rank for than your landing pages - you can beat competition simply by creating significantly better content without turning it into a backlink war.In order to create good SEO content, you need to do 2 things right:

1. Create a comprehensive content outline
2. Get the writing part right

Here’s how each of these work...

How to Create a Content Outline for SEO

A content outline is a document that has all the info on what type of information the article should contain Usually, this includes:

• Which headers and subheaders you should use
• What’s the optimal word count
• What information, exactly, should each section of the article cover
• If you’re not using Yoast or Rankmath, you can also mention the SEO optimization requirements (keyword density, # of outbound links, etc.)

Outlines are useful if you’re working with a writing team that isn’t 100% familiar with SEO, allowing them to write content that ranks without any SEO know-how.
At the same time, even if you’re the one doing the writing, an outline can help you get a top-down idea of what you should cover in the article.
So, how do you create an outline? Here’s a simplified step-by-step process…

1. Determine the target word count. Rule of thumb: aim for 1.5x - 2x whatever your competitor wrote. You can disregard this if your competition was super comprehensive with their content, and just go for the same length instead.
2. Create a similar header structure as your competition. Indicate for the writer which headers should be h2, which ones h3.
3. For each header, mention what it’s about. Pro tip - you can borrow ideas from the top 5 ranking articles.
4. For each header, explain what, exactly, should the writer mention (in simple words).
5. Finally, do some first-hand research on Reddit and Quora. What are the questions your target audience has around your topic? What else could you add to the article that would be super valuable for your customers?

How to Write Well

There’s a lot more to good content than giving an outline to a writer. Sure, they can hit all the right points, but if the writing itself is mediocre, no one’s going to stick around to read your article.
Here are some essential tips you should keep in mind for writing content (or managing a team of writers):

1. Write for your audience. Are you a B2B enterprise SaaS? Your blog posts should be more formal and professional. B2C, super-consumer product? Talk in a more casual, relaxed fashion. Sprinkle your content with pop culture references for bonus points!
2. Avoid fluff. Every single sentence should have some sort of value (conveying information, cracking a joke, etc.). Avoid beating around the bush, and be as straightforward as possible.
3. Keep your audience’s knowledge in mind. For example, if your audience is a bunch of rocket scientists, you don’t have to explain to them how 1+1=2.
4. Create a writer guideline (or just steal ours! -> edit: sorry had to remove link due to posting guidelines)
5. Use Grammarly and Hemingway. The first is like your personal pocket editor, and the latter helps make your content easier to read.
6. Hire the right writers. Chances are, you’re too busy to write your own content. We usually recommend using ProBlogger or Cult of Copy Job Board (Facebook Group) to source top writing talent.

Step #5 - Start Link-Building Operations

Links are essential if you want your content or web pages to rank.
If you’re in a competitive niche, links are going to be the final deciding factor on what ranks and what doesn’t.
In the VPN niche, for example, everyone has good content. That’s just the baseline. The real competition is in the backlinks.
To better illustrate this example, if you Google “best VPN,” you’ll see that all top-ranking content pieces are almost the same thing. They’re all:

• Well-written
• Long-form
• Easy to navigate
• Well-formatted (to enhance UX)

So, the determining factor is links. If you check all the top-ranking articles with the Moz Toolbar Extension, you’ll see that on average, each page has a minimum of 300 links (and some over 100,000!).
Meaning, to compete, you’ll really need to double-down on your link-building effort.
In fact, in the most competitive SEO niches, it’s not uncommon to spend $20,000 per month on link-building efforts alone.
​

Pro Tip
Got scared by the high $$$ some companies spend on link-building? Well, worry not!
Only the most ever-green niches are so competitive. Think, VPN, make money online, health and fitness, dating, CBD, gambling, etc. So you know, the usual culprits.
For most other niches, you can even rank with minimal links, as long as you have top-tier SEO content.

Now, let’s ask the million-dollar question: “how do you do link-building?”

4 Evergreen Link Building Strategies for Any Website

There are a TON of different link building strategies on the web. Broken link building, scholarship link building, stealing competitor links, and so on and so on and so on.
We’re not going to list every single link building strategy out there (mainly because Backlinko already did that in their link building guide).
What we are going to do, though, is list out some of our favorite strategies, and link you to resources where you can learn more:

1. Broken link building. You find dead pages with a lot of backlinks, reach out to websites that linked to them, and pitch them something like “hey, you linked to this article, but it’s dead. We thought you’d want to fix that. You can use our recent article if you think it’s cool enough.”
2. Guest posting. Probably the most popular link building strategy. Find blogs that accept guest posts, and send them a pitch! They usually let you include 1-2 do-follow links back to your website.
3. “Linkable asset” link building. A linkable asset is a resource that is so AWESOME that you just can’t help but link to. Think, infographics, online calculators, first-hand studies or research, stuff like that. The tl;dr here is, you create an awesome resource, and promote the hell out of it on the web.
4. Skyscraper technique. The skyscraper technique is a term coined by Backlinko. The gist of it is, you find link-worthy content on the web, create something even better, and reach out to the right people.

Most of these strategies work, and you can find a ton of resources on the web if you want to learn more.
However, if you’re looking for something a bit different, oh boy we have a treat for you! We’re going to teach you a link-building strategy that got us around:

• 10,000+ traffic within a week
• 15+ leads
• 50+ links

...And so much more, all through a single blog post.

Link-Building Case Study: SaaS Marketing

“So, what’s this ancient link-building tactic?”
I hear you asking. It must be something super secretive and esoteric, right?
Secrets learned straight from the link-building monks at an ancient SEO temple…
“Right?”
Well, not quite.
The tactic isn’t something too unusual - it’s pretty famous on the web. This tactic comes in 2 steps:

1. Figure out where your target audience hangs out (create a list of the channels)
2. Research the type of content your audience loves
3. Create EPIC content based on that research (give TONS of value)
4. Promote the HELL out of it in the channels from step 1

Nothing too new, right?
Well, you’d be surprised how many people don’t use it.
Now, before you start throwing stones at us for overhyping something so simple, let’s dive into the case study:
How we PR’d the hell out of our guide to SaaS marketing (can't add a link, but it's on our blog and it's 14k words long), and got 10k+ traffic as a result.
A few months back when we launched our blog, we were deciding on what our initial content should be about.
Since we specialize in helping SaaS companies acquire new users, we decided to create a mega-authority guide to SaaS marketing (AND try to get it to rank for its respective keyword).
We went through the top-ranking content pieces, and saw that none of them was anything too impressive.
Most of them were about general startup marketing strategies - how to validate your MVP, find a product-market fit, etc.
Pretty “meh,” if you ask us. We believe that the #1 thing founders are looking for when Googling “saas marketing” are practical channels and tactics you can use to acquire new users.
So, it all started off with an idea: create a listicle of the top SaaS marketing tactics out there:

1. How to create good content to drive users
2. Promote your content
3. Rank on Google
4. Create viral infographics
5. Create a micro-site

...and we ended up overdoing it, covering 41+ different tactics and case studies and hitting around 14k+ words.
On one hand, oops! On the other hand, we had some pretty epic content on our hands. We even added the Smart Content Filter to make the article much easier to navigate.
Once the article was up, we ran it through some of our clients, friends, and acquaintances, and received some really good feedback.
So, now we knew it was worth promoting the hell out of it.
We came up with a huge list of all online channels that would appreciate this article:

1. entrepreneur and startups (hi guys!). The first ended up loving the post, netting us ~600 upboats and a platinum medal. The latter also ended up loving the post, but the mods decided to be assholes and remove it for being “self-promotional.” So, despite the community loving the content, it got axed by the mods. Sad. (Fun fact - this one time we tried to submit another content piece on startups with no company names, no links back to our website, or anything that can be deemed promotional. One of the mods removed it for mentioning a link to Ahrefs. Go figure!)
2. Hacker News. Tons of founders hang out on HN, so we thought they’d appreciate anything SaaS-related. This netted us around ~200+ upvotes and some awesome feedback (thanks HN!)
3. Submit on Growth Hackers, Indie Hackers, and all other online marketing communities. We got a bunch of love on Indie Hackers, the rest were quite inactive.
4. Reach out to all personal connects + clients and ask for a share
5. Run Facebook/Twitter ads. This didn’t particularly work out too well for us, so we dropped it after 1-2 weeks.
6. Run a Quuu promotion. If you haven’t heard of Quuu, it’s a platform that matches people who want their content to be shared, with people who want their social media profiles running on 100% auto-pilot. We also got “meh” results here - tons of shares, next to no likes or link clicks.
7. Promoted in SaaS and marketing Facebook groups. This had awesome results both in terms of traffic, as well as making new friends, AND getting new leads.
8. Promoted in entrepreneur Slack channels. This worked OK - didn’t net us traffic, but got us some new friends.
9. Emailed anyone we mentioned in the article and asked for a share. Since we mentioned too many high profile peeps and not enough non-celebs, this didn’t work out too well
10. Emailed influencers that we thought would like the article / give it a share. They didn’t. We were heart-broken.

And accordingly, created a checklist + distribution sheet with all the websites or emails of people we wanted to ping.
Overall, this netted us around 12,000 page views in total, 15+ leads, 6,000 traffic in just 2 promotion days.
As for SEO results, we got a bunch of links. (I would have added screenshots to all of these results, but don't think this subreddit allows it).
A lot of these are no-follow from Reddit, HackerNews, and other submission websites, but a lot of them are also pretty authentic.
The cool part about this link-building tactic is that people link to you without even asking. You create awesome content that helps people, and you get rewarded with links, shares, and traffic!
And as for the cherry on top, only 2 months after publishing the article, it’s ranking on position #28. We’re expecting it to get to page 1 within the new few months and top 3 within the year.

Step #6 - Interlink Your Pages

One of Google's ranking factors is how long your visitors stick around on your website.
So, you need to encourage users reading ONE article, to read, well, the rest of them (or at least browse around your website). This is done through interlinking.
The idea is that each of your web pages should be linked to and from every other relevant page on your site.
Say, an article on "how to make a resume" could link to (and be linked from) "how to include contact info on a resume," "how to write a cover letter," "what's the difference between a CV and a resume," and so on.
Proper interlinking alone can have a significant impact on your website rankings. NinjaOutreach, for example, managed to improve their organic traffic by 40% through better interlinking alone.
So, how do you do interlinking “right?”
First off, make it a requirement for your writers to link to the rest of your content. Add a clause to your writer guidelines that each article should have 10+ links to your other content pieces.
More often than not, they’ll manage to get 60-70% of interlinking opportunities. To get this to 100%, we usually do bi-annual interlinking runs. Here’s how that works.
Pick an article you want to interlink. Let’s say, for example, an article on 'business process management'.
The goal here is to find as many existing articles on your blog, where ‘business process management’ is mentioned so that we can add a link to the article.
Firstly, Google the keyword ‘business process management’ by doing a Google search on your domain. You can use the following query:
site:yourwebsite.com "keyword"
In our case, that’s:
site:example.com “business process management”
You’ll get a complete list of articles that mention the keyword “business process management.
Now, all you have to do is go through each of these, and make sure that the keyword is hyperlinked to the respective article!
You should also do this for all the synonyms of the keyword for this article. For example, “BPM” is an acronym for business process management, so you’d want to link this article there too.

Step #7 - Track & Improve Your Headline CTRs

Article CTRs play a huge role in determining what ranks or not.
Let’s say your article ranks #4 with a CTR of 15%. Google benchmarks this CTR with the average CTR for the position.
If the average CTR for position #4 is 12%, Google will assume that your article, with a CTR of 15% is of high quality, and will reward you with better rankings.
On the other hand, if the average CTR is 18%, Google will assume that your article isn’t as valuable as other ranking content pieces, and will lower your ranking.
So, it’s important to keep track of your Click Through Rates for all your articles, and when you see something that’s underperforming, you can test different headlines to see if they’ll improve CTR.
Now, you’re probably wondering, how do you figure out what’s the average CTR?
Unfortunately, each search result is different, and there's no one size fits all formula for average CTR.
Over the past few years, Google has been implementing a bunch of different types of search results - featured snippet, QAs, and a lot of other types of search results.
So, depending on how many of these clutter and the search results for your given keyword, you’ll get different average CTRs by position.
Rule of thumb, you can follow these values:

• 1st position -> ~31.73% CTR
• 2nd pos. -> ~24.71%
• 3rd pos. -> 18.66%
• 4th pos. -> 13.60%
• 5th -> 9.51%
• 6th -> 6.23%
• 7th -> 4.15%
• 8th -> 3.12%
• 9th -> 2.97%

Keep in mind these change a lot depending on your industry, PPC competitiveness, 0-click searches, etc...
Use a scraping tool like Screaming Frog to extract the following data from all your web pages:

• Page title
• Page URL
• Old Headline

Delete all the pages that aren’t meant to rank on Google. Then, head over to Google Search Console and extract the following data for all the web pages:

• CTR (28 Day Range)
• Avg. Position

Add all of this data to a spreadsheet.
Now, check what your competition is doing and use that to come up with new headline ideas. Then, put them in the Title Ideas cell for the respective keyword.
For each keyword, come up with 4-5 different headlines, and implement the (seemingly) best title for each article.
Once you implement the change, insert the date on the Date Implemented column. This will help you keep track of progress.
Then, wait for around 3 - 4 weeks to see what kind of impact this change is going to have on your rankings and CTR.
If the results are not satisfactory, record the results in the respective cells, and implement another test for the following month. Make sure to update the Date Implemented column once again.

Step #8 - Keep Track of Rankings & Make Improvements On-The-Go

You’re never really “done” with SEO - you should always keep track of your rankings and see if there’s any room for improvement.
If you wait for an adequate time-frame after publishing a post (6 months to a year) and you’re still seeing next to no results, then it might be time to investigate.
Here’s what this usually looks like for us:

• Audit the content
  • Does your content have an adequate word count? Think, 1.5-2x your competitors.
  • Is the content well-written?
  • Do the images in your article add value? E.g. no stock or irrelevant images.
  • Is the content optimized for SEO? Think, keyword density, links to external websites, etc.
• Audit internal links
  • Does the content link to an adequate number of your other articles or web pages?
  • Is the article linked to from an adequate number of your web pages or blog posts? You can check this on Search Console => Links => Internal Links. Or, if you’re using Yoast or RankMath, you can check the # of internal links a post has in the WordPress Dashboard -> Posts.
• Audit the backlinks
  • Do you have as many backlinks as your competitors?
  • Are your backlinks from the countries you want to rank in? If you have a bunch of links from India, but you want to rank in the US, you’d need to get more US links.
  • Are your links high quality? More often than not, low DA / PA links are not that helpful.
  • Did you disown low-quality or spam links?
• Audit web page
  • Does the web page load too slow? Think, 4+ seconds.
  • Did you enable lazy loading for the images?
  • Did you compress all images on the web page?

...And that's it.
Hope you guys had a good read and learned a thing or two :) HMU if you have any questions.
If you want to read the full version in a more reader-friendly format, you can check out our SEO process blog post here.

Fascinating piece published today by NY Times Magazine on scammer call centers in India. The reporter even tracks one scammer down, travels to India and confronts him. Link and article below:
https://www.nytimes.com/2021/01/27/magazine/scam-call-centers.html

NY Times: Who’s Making All Those Scam Calls?

Every year, tens of millions of Americans collectively lose billions of dollars to scam callers. Where does the other end of the line lead?
One afternoon in December 2019, Kathleen Langer, an elderly grandmother who lives by herself in Crossville, Tenn., got a phone call from a person who said he worked in the refund department of her computer manufacturer. The reason for the call, he explained, was to process a refund the company owed Langer for antivirus and anti-hacking protection that had been sold to her and was now being discontinued. Langer, who has a warm and kind voice, couldn’t remember purchasing the plan in question, but at her age, she didn’t quite trust her memory. She had no reason to doubt the caller, who spoke with an Indian accent and said his name was Roger.
He asked her to turn on her computer and led her through a series of steps so that he could access it remotely. When Langer asked why this was necessary, he said he needed to remove his company’s software from her machine. Because the protection was being terminated, he told her, leaving the software on the computer would cause it to crash.
After he gained access to her desktop, using the program TeamViewer, the caller asked Langer to log into her bank to accept the refund, $399, which he was going to transfer into her account. “Because of a technical issue with our system, we won’t be able to refund your money on your credit card or mail you a check,” he said. Langer made a couple of unsuccessful attempts to log in. She didn’t do online banking too often and couldn’t remember her user name.
Frustrated, the caller opened her bank’s internet banking registration form on her computer screen, created a new user name and password for her and asked her to fill out the required details — including her address, Social Security number and birth date. When she typed this last part in, the caller noticed she had turned 80 just weeks earlier and wished her a belated happy birthday. “Thank you!” she replied.
After submitting the form, he tried to log into Langer’s account but failed, because Langer’s bank — like most banks — activates a newly created user ID only after verifying it by speaking to the customer who has requested it. The caller asked Langer if she could go to her bank to resolve the issue. “How far is the bank from your house?” he asked.
A few blocks away, Langer answered. Because it was late afternoon, however, she wasn’t sure if it would be open when she got there. The caller noted that the bank didn’t close until 4:30, which meant she still had 45 minutes. “He was very insistent,” Langer told me recently. On her computer screen, the caller typed out what he wanted her to say at the bank. “Don’t tell them anything about the refund,” he said. She was to say that she needed to log in to check her statements and pay bills.
Langer couldn’t recall, when we spoke, if she drove to the bank or not. But later that afternoon, she rang the number the caller had given her and told him she had been unable to get to the bank in time. He advised her to go back the next morning. By now, Langer was beginning to have doubts about the caller. She told him she wouldn’t answer the phone if he contacted her again.
“Do you care about your computer?” he asked. He then uploaded a program onto her computer called Lock My PC and locked its screen with a password she couldn’t see. When she complained, he got belligerent. “You can call the police, the F.B.I., the C.I.A.,” he told her. “If you want to use your computer as you were doing, you need to go ahead as I was telling you or else you will lose your computer and your money.” When he finally hung up, after reiterating that he would call the following day, Langer felt shaken.
Minutes later, her phone rang again. This caller introduced himself as Jim Browning. “The guy who is trying to convince you to sign into your online banking is after one thing alone, and that is he wants to steal your money,” he said.
Langer was mystified that this new caller, who had what seemed to be a strong Irish accent, knew about the conversations she had just had. “Are you sure you are not with this group?” she asked.
He replied that the same scammers had targeted him, too. But when they were trying to connect remotely to his computer, as they had done with hers, he had managed to secure access to theirs. For weeks, that remote connection had allowed him to eavesdrop on and record calls like those with Langer, in addition to capturing a visual record of the activity on a scammer’s computer screen.
“I’m going to give you the password to unlock your PC because they use the same password every time,” he said. “If you type 4-5-2-1, you’ll unlock it.”
Langer keyed in the digits.
“OK! It came back on!” she said, relieved.
For most people, calls like the one Langer received are a source of annoyance or anxiety. According to the F.B.I.’s Internet Crime Complaint Center, the total losses reported to it by scam victims increased to $3.5 billion in 2019 from $1.4 billion in 2017. Last year, the app Truecaller commissioned the Harris Poll to survey roughly 2,000 American adults and found that 22 percent of the respondents said they had lost money to a phone scam in the past 12 months; Truecaller projects that as many as 56 million Americans may have been victimized this way, losing nearly $20 billion.
The person who rescued Langer that afternoon delights in getting these calls, however. “I’m fascinated by scams,” he told me. “I like to know how they work.” A software engineer based in the United Kingdom, he runs a YouTube channel under the pseudonym Jim Browning, where he regularly posts videos about his fraud-fighting efforts, identifying call centers and those involved in the crimes. He began talking to me over Skype in the fall of 2019 — and then sharing recordings like the episode with Langer — on the condition that I not reveal his identity, which he said was necessary to protect himself against the ire of the bad guys and to continue what he characterizes as his activism. Maintaining anonymity, it turns out, is key to scam-busting and scamming alike. I’ll refer to him by his middle initial, L.
The goal of L.’s efforts and those of others like him is to raise the costs and risks for perpetrators, who hide behind the veil of anonymity afforded by the internet and typically do not face punishment. The work is a hobby for L. — he has a job at an I.T. company — although it seems more like an obsession. Tracking scammers has consumed much of L.’s free time in the evenings over the past few years, he says, except for several weeks in March and April last year, when the start of the coronavirus pandemic forced strict lockdowns in many parts of the world, causing call centers from which much of this activity emanates to temporarily suspend operations. Ten months later, scamming has “gone right back to the way it was before the pandemic,” L. told me earlier this month.
Like L., I was curious to learn more about phone scammers, having received dozens of their calls over the years. They have offered me low interest rates on my credit-card balances, promised to write off my federal student loans and congratulated me on having just won a big lottery. I’ve answered fraudsters claiming to be from the Internal Revenue Service who threaten to send the police to my doorstep unless I agree to pay back taxes that I didn’t know I owed — preferably in the form of iTunes gift cards or by way of a Western Union money transfer. Barring a few exceptions, the individuals calling me have had South Asian accents, leading me to suspect that they are calling from India. On several occasions, I’ve tested this theory by letting the voice on the other end go on for a few minutes before I suddenly interrupt with a torrent of Hindi curses that I retain full mastery of even after living in the United States for the past two decades. I haven’t yet failed to elicit a retaliatory offensive in Hindi. Confirming that these scammers are operating from India hasn’t given me any joy. Instead, as an Indian expatriate living in the United States, I’ve felt a certain shame.
L. started going after scammers when a relative of his lost money to a tech-support swindle, a common scheme with many variants. Often, it starts when the mark gets a call from someone offering unsolicited help in ridding a computer’s hard drive of malware or the like. Other times, computer users looking for help stumble upon a website masquerading as Microsoft or Dell or some other computer maker and end up dialing a listed number that connects them to a fraudulent call center. In other instances, victims are tricked by a pop-up warning that their computer is at risk and that they need to call the number flashing on the screen. Once someone is on the phone, the scammers talk the caller into opening up TeamViewer or another remote-access application on his or her computer, after which they get the victim to read back unique identifying information that allows them to establish control over the computer.
L. flips the script. He starts by playing an unsuspecting target. Speaking in a polite and even tone, with a cadence that conveys naïveté, he follows instructions and allows the scammer to connect to his device. This doesn’t have any of his actual data, however. It is a “virtual machine,” or a program that simulates a functioning desktop on his computer, including false files, like documents with a fake home address. It looks like a real computer that belongs to someone. “I’ve got a whole lot of identities set up,” L. told me. He uses dummy credit-card numbers that can pass a cursory validation check.
The scammer’s connection to L.’s virtual machine is effectively a two-way street that allows L. to connect to the scammer’s computer and infect it with his own software. Once he has done this, he can monitor the scammer’s activities long after the call has ended; sometimes for months, or as long as the software goes undetected. Thus, sitting in his home office, L. is able to listen in on calls between scammer and targets — because these calls are made over the internet, from the scammer’s computer — and watch as the scammer takes control of a victim’s computer. L. acknowledged to me that his access to the scammer’s computer puts him at legal risk; without the scammer’s permission, establishing that access is unlawful. But that doesn’t worry him. “If it came down to someone wanting to prosecute me for accessing a scammer’s computer illegally, I can demonstrate in every single case that the only reason I gained access is because the scammer was trying to steal money from me,” he says.
On occasion, L. succeeds in turning on the scammer’s webcam and is able to record video of the scammer and others at the call center, who can usually be heard on phones in the background. From the I.P. address of the scammer’s computer and other clues, L. frequently manages to identify the neighborhood — and, in some cases, the actual building — where the call center is.
When he encounters a scam in progress while monitoring a scammer’s computer, L. tries to both document and disrupt it, at times using his real-time access to undo the scammer’s manipulations of the victim’s computer. He tries to contact victims to warn them before they lose any money — as he did in the case of Kathleen Langer.
L.’s videos of such episodes have garnered millions of views, making him a faceless YouTube star. He says he hopes his exploits will educate the public and deter scammers. He claims he has emailed the law-enforcement authorities in India offering to share the evidence he has collected against specific call centers. Except for one instance, his inquiries have elicited only form responses, although last year, the police raided a call center that L. had identified in Gurugram, outside Delhi, after it was featured in an investigation aired by the BBC.
Now and then during our Skype conversations, L. would begin monitoring a call between a scammer and a mark and let me listen in. In some instances, I would also hear other call-center employees in the background — some of them making similar calls, others talking among themselves. The chatter evoked a busy workplace, reminding me of my late nights in a Kolkata newsroom, where I began my journalism career 25 years ago, except that these were young men and women working through the night to con people many time zones away. When scammers called me in the past, I tried cajoling them into telling me about their enterprise but never succeeded. Now, with L.’s help, I thought, I might have better luck.
I flew to India at the end of 2019 hoping to visit some of the call centers that L. had identified as homes for scams. Although he had detected many tech-support scams originating from Delhi, Hyderabad and other Indian cities, L. was convinced that Kolkata — based on the volume of activity he was noticing there — had emerged as a capital of such frauds. I knew the city well, having covered the crime beat there for an English-language daily in the mid-1990s, and so I figured that my chances of tracking down scammers would be better there than most other places in India.
I took with me, in my notebook, a couple of addresses that L. identified in the days just before my trip as possible origins for some scam calls. Because the geolocation of I.P. addresses — ascertaining the geographical coordinates associated with an internet connection — isn’t an exact science, I wasn’t certain that they would yield any scammers.
But I did have the identity of a person linked to one of these spots, a young man whose first name is Shahbaz. L. identified him by matching webcam images and several government-issued IDs found on his computer. The home address on his ID matched what L. determined, from the I.P. address, to be the site of the call center where he operated, which suggested that the call center was located where he lived or close by. That made me optimistic I would find him there. In a recording of a call Shahbaz made in November, weeks before my Kolkata visit, I heard him trying to hustle a woman in Ottawa and successfully intimidating and then fleecing an elderly man in the United States.
Although individuals like this particular scammer are the ones responsible for manipulating victims on the phone, they represent only the outward face of a multibillion-dollar criminal industry. “Call centers that run scams employ all sorts of subcontractors,” Puneet Singh, an F.B.I. agent who serves as the bureau’s legal attaché at the U.S. Embassy in New Delhi, told me. These include sellers of phone numbers; programmers who develop malware and pop-ups; and money mules. From the constantly evolving nature of scams — lately I’ve been receiving calls from the “law-enforcement department of the Federal Reserve System” about an outstanding arrest warrant instead of the fake Social Security Administration calls I was getting a year ago — it’s evident that the industry has its share of innovators.
The reasons this activity seems to have flourished in India are much the same as those behind the growth of the country’s legitimate information-technology-services industry after the early 2000s, when many American companies like Microsoft and Dell began outsourcing customer support to workers in India. The industry expanded rapidly as more companies in developed countries saw the same economic advantage in relocating various services there that could be performed remotely — from airline ticketing to banking. India’s large population of English speakers kept labor costs down.
Because the overwhelming majority of call centers in the country are engaged in legitimate business, the ones that aren’t can hide in plain sight. Amid the mazes of gleaming steel-and-glass high-rises in a place like Cyber City, near Delhi, or Sector V in Salt Lake, near Kolkata — two of the numerous commercial districts that have sprung up across the country to nurture I.T. businesses — it’s impossible to distinguish a call center that handles inquiries from air travelers in the United States from one that targets hundreds of Americans every day with fraudulent offers to lower their credit-card interest rates.
The police do periodically crack down on operations that appear to be illegitimate. Shortly after I got to Kolkata, the police raided five call centers in Salt Lake that officials said had been running a tech-support scam. The employees of the call centers were accused of impersonating Microsoft representatives. The police raid followed a complaint by the tech company, which in recent years has increasingly pressed Indian law enforcement to act against scammers abusing the company’s name. I learned from Murlidhar Sharma, a senior official in the city police, that his team had raided two other call centers in Kolkata a couple of months earlier in response to a similar complaint.
“Microsoft had done extensive work before coming to us,” Sharma, who is in his 40s and speaks with quiet authority, told me. The company lent its help to the police in connection with the raids, which Sharma seemed particularly grateful for. Often the police lack the resources to pursue these sorts of cases. “These people are very smart, and they know how to hide data,” Sharma said, referring to the scammers. It was in large part because of Microsoft’s help, he said, that investigators had been able to file charges in court within a month after the raid. A trial has begun but could drag on for years. The call centers have been shut down, at least for now.
Sharma pointed out that pre-emptive raids do not yield the desired results. “Our problem,” he said, “is that we can act only when there’s a complaint of cheating.” In 2017, he and his colleagues raided a call center on their own initiative, without a complaint, and arrested several people. “But then the court was like, ‘Why did the police raid these places?’” Sharma said. The judge wanted statements from victims, which the police were unable to get, despite contacting authorities in the U.S. and U.K. The case fell apart.
The slim chances of detection, and the even slimmer chances of facing prosecution, have seemed to make scamming a career option, especially among those who lack the qualifications to find legitimate employment in India’s slowing economy. Indian educational institutions churn out more than 1.5 million engineers every year, but according to one survey fewer than 20 percent are equipped to land positions related to their training, leaving a vast pool of college graduates — not to mention an even larger population of less-educated young men and women — struggling to earn a living. That would partly explain why call centers run by small groups are popping up in residential neighborhoods. “The worst thing about this crime is that it’s becoming trendy,” Aparajita Rai, a deputy commissioner in the Kolkata Police, told me. “More and more youngsters are investing the crucial years of their adolescence into this. Everybody wants fast money.”
In Kolkata, I met Aniruddha Nath, then 23, who said he spent a week working at a call center that he quickly realized was engaged in fraud. Nath has a pensive air and a shy smile that intermittently cut through his solemnness as he spoke. While finishing his undergraduate degree in engineering from a local college — he took a loan to study there — Nath got a job offer after a campus interview. The company insisted he join immediately, for a monthly salary of about $200. Nath asked me not to name the company out of fear that he would be exposing himself legally.
His jubilation turned into skepticism on his very first day, when he and other fresh recruits were told to simply memorize the contents of the company’s website, which claimed his employer was based in Australia. On a whim, he Googled the address of the Australian office listed on the site and discovered that only a parking garage was located there. He said he learned a couple of days later what he was to do: Call Indian students in Australia whose visas were about to expire and offer to place them in a job in Australia if they paid $800 to take a training course.
On his seventh day at work, Nath said, he received evidence from a student in Australia that the company’s promise to help with job placements was simply a ruse to steal $800; the training the company offered was apparently little more than a farce. “She sent me screenshots of complaints from individuals who had been defrauded,” Nath said. He stopped going in to work the next day. His parents were unhappy, and, he said, told him: “What does it matter to you what the company is doing? You’ll be getting your salary.” Nath answered, “If there’s a raid there, I’ll be charged with fraud.”
Late in the afternoon the day after I met with Nath, I drove to Garden Reach, a predominantly Muslim and largely poor section in southwest Kolkata on the banks of the Hooghly River. Home to a 137-year-old shipyard, the area includes some of the city’s noted crime hot spots and has a reputation for crime and violence. Based on my experience reporting from Garden Reach in the 1990s, I thought it was probably not wise to venture there alone late at night, even though that was most likely the best time to find scammers at work. I was looking for Shahbaz.
Parking my car in the vicinity of the address L. had given me, I walked through a narrow lane where children were playing cricket, past a pharmacy and a tiny store selling cookies and snacks. The apartment I sought was on the second floor of a building at the end of an alley, a few hundred yards from a mosque. It was locked, but a woman next door said that the building belonged to Shahbaz’s extended family and that he lived in one of the apartments with his parents.
Then I saw an elderly couple seated on the steps in the front — his parents, it turned out. The father summoned Shahbaz’s brother, a lanky, longhaired man who appeared to be in his 20s. He said Shahbaz had woken up a short while earlier and gone out on his motorbike. “I don’t know when he goes to sleep and when he wakes up,” his father said, with what sounded like exasperation.
They gave me Shahbaz’s mobile number, but when I called, I got no answer. It was getting awkward for me to wait around indefinitely without disclosing why I was there, so eventually I pulled the brother aside to talk in private. We sat down on a bench at a roadside tea stall, a quarter mile from the mosque. Between sips of tea, I told him that I was a journalist in the United States and wanted to meet his brother because I had learned he was a scammer. I hoped he would pass on my message.
I got a call from Shahbaz a few hours later. He denied that he’d ever worked at a call center. “There are a lot of young guys who are involved in the scamming business, but I’m not one of them,” he said. I persisted, but he kept brushing me off until I asked him to confirm that his birthday was a few days later in December. “Look, you are telling me my exact birth date — that makes me nervous,” he said. He wanted to know what I knew about him and how I knew it. I said I would tell him if he met with me. I volunteered to protect his identity if he answered my questions truthfully.
Two days later, we met for lunch at the Taj Bengal, one of Kolkata’s five-star hotels. I’d chosen that as the venue out of concern for my safety. When he showed up in the hotel lobby, however, I felt a little silly. Physically, Shahbaz is hardly intimidating. He is short and skinny, with a face that would seem babyish but for his thin mustache and beard, which are still a work in progress. He was in his late 20s but had brought along an older cousin for his own safety.
We found a secluded table in the hotel’s Chinese restaurant and sat down. I took out my phone and played a video that L. had posted on YouTube. (Only those that L. shared the link with knew of its existence.) The video was a recording of the call from November 2019 in which Shahbaz was trying to defraud the woman in Ottawa with a trick that scammers often use to arm-twist their victims: editing the HTML coding of the victim’s bank-account webpage to alter the balances. Because the woman was pushing back, Shahbaz zeroed out her balance to make it look as if he had the ability to drain her account. On the call, he can be heard threatening her: “You don’t want to lose all your money, right?”
I watched him shift uncomfortably in his chair. “Whose voice is that?” I asked. “It’s yours, isn’t it?”
He nodded in shocked silence. I took my phone back and suggested he drink some water. He took a few sips, gathering himself before I began questioning him. When he mumbled in response to my first couple of questions, I jokingly asked him to summon the bold, confident voice we’d just heard in the recording of his call. He gave me a wan smile.
Pointing to my voice recorder on the table, he asked, meekly, “Is this necessary?”
When his scam calls were already on YouTube, I countered, how did it matter that I was recording our conversation?
“It just makes me nervous,” he said.
Shahbaz told me his parents sent him to one of the city’s better schools but that he flunked out in eighth grade and had to move to a neighborhood school. When his father lost his job, Shahbaz found work riding around town on his bicycle to deliver medicines and other pharmaceutical supplies from a wholesaler to retail pharmacies; he earned $25 a month. Sometime around 2011 or 2012, he told me, a friend took him to a call center in Salt Lake, where he got his first job in scamming, though he didn’t realize right away that that was what he was doing. At first, he said, the job seemed like legitimate telemarketing for tech-support services. By 2015, working in his third job, at a call center in the heart of Kolkata, Shahbaz had learned how to coax victims into filling out a Western Union transfer in order to process a refund for terminated tech-support services. “They would expect a refund but instead get charged,” he told me.
Shahbaz earned a modest salary in these first few jobs — he told me that that first call center, in Salt Lake, paid him less than $100 a month. His lengthy commute every night was exhausting. In 2016 or 2017, he began working with a group of scammers in Garden Reach, earning a share of the profits. There were at least five others who worked with him, he said. All of them were local residents, some more experienced than others. One associate at the call center was his wife’s brother.
He was cagey about naming the others or describing the organization’s structure, but it was evident that he wasn’t in charge. He told me that a supervisor had taught him how to intimidate victims by editing their bank balances. “We started doing that about a year ago,” he said, adding that their group was somewhat behind the curve when it came to adopting the latest tricks of the trade. When those on the cutting edge of the business develop something new, he said, the idea gradually spreads to other scammers.
It was hard to ascertain how much this group was stealing from victims every day, but Shahbaz confessed that he was able to defraud one or two people every night, extracting anywhere from $200 to $300 per victim. He was paid about a quarter of the stolen amount. He told me that he and his associates would ask victims to drive to a store and buy gift cards, while staying on the phone for the entire duration. Sometimes, he said, all that effort was ruined if suspicious store clerks declined to sell gift cards to the victim. “It’s becoming tough these days, because customers aren’t as gullible as they used to be,” he told me. I could see from his point of view why scammers, like practitioners in any field, felt pressure to come up with new methods and scams in response to increasing public awareness of their schemes.
The more we spoke, the more I recognized that Shahbaz was a small figure in this gigantic criminal ecosystem that constitutes the phone-scam industry, the equivalent of a pickpocket on a Kolkata bus who is unlucky enough to get caught in the act. He had never thought of running his own call center, he told me, because that required knowing people who could provide leads — names and numbers of targets to call — as well as others who could help move stolen money through illicit channels. “I don’t have such contacts,” he said. There were many in Kolkata, according to Shahbaz, who ran operations significantly bigger than the one he was a part of. “I know of people who had nothing earlier but are now very rich,” he said. Shahbaz implied that his own ill-gotten earnings were paltry in comparison. He hadn’t bought a car or a house, but he admitted that he had been able to afford to go on overseas vacations with friends. On Facebook, I saw a photo of him posing in front of the Burj Khalifa in Dubai and other pictures from a visit to Thailand.
I asked if he ever felt guilty. He didn’t answer directly but said there had been times when he had let victims go after learning that they were struggling to pay bills or needed the money for medical expenses. But for most victims, his rationale seemed to be that they could afford to part with the few hundred dollars he was stealing.
Shahbaz was a reluctant interviewee, giving me brief, guarded answers that were less than candid or directly contradicted evidence that L. had collected. He was vague about the highest amount he’d ever stolen from a victim, at one point saying $800, then later admitting to $1,500. I found it hard to trust either figure, because on one of his November calls I heard him bullying someone to pay him $5,000. He told me that my visit to his house had left him shaken, causing him to realize how wrong he was to be defrauding people. His parents and his wife were worried about him. And so, he had quit scamming, he told me.
“What did you do last night?” I asked him.
“I went to sleep,” he said.
I knew he was not telling the truth about his claim to have stopped scamming, however. Two days earlier, hours after our phone conversation following my visit to Garden Reach, Shahbaz had been at it again. It was on that night, in fact, that he tried to swindle Kathleen Langer in Crossville, Tenn. Before I came to see him for lunch, I had already heard a recording of that call, which L. shared with me.
When I mentioned that to him, he looked at me pleadingly, in visible agony, as if I’d poked at a wound. It was clear to me that he was only going to admit to wrongdoing that I already had evidence of.
L. told me that the remote access he had to Shahbaz’s computer went cold after I met with him on Dec. 14, 2019. But it buzzed back to life about 10 weeks later. The I.P. address was the same as before, which suggested that it was operating in the same location I visited. L. set up a livestream on YouTube so I could see what L. was observing. The microphone was on, and L. and I could clearly hear people making scam calls in the background. The computer itself didn’t seem to be engaged in anything nefarious while we were eavesdropping on it, but L. could see that Shahbaz’s phone was connected to it. It appeared that Shahbaz had turned the computer on to download music. I couldn’t say for certain, but it seemed that he was taking a moment to chill in the middle of another long night at work.

Section One: Assets and Debt

• Retirement Balance: $84,000 This is based on combined balances in my IRA accounts (Roth + Rollover). My current company, which I’ve been working at for 6 months, doesn't offer 401(k) matching until after the first year of work - so I’m waiting for that year mark to start contributing to one.
• Equity: ~$550,000 This is the current market value estimate of my home, a small 2 BR condo just outside of Manhattan, from Zillow. I purchased my home in summer of 2015 at a closing price of $484K. I put down $284K for the down payment (from my savings and investments which I had slowly accumulated since I was 15. My dad helped me open my first brokerage account at the time and encouraged me to keep investing and diversifying my portfolio as I grew older; this proved invaluable when it came to having the funds for my down payment a decade later) and took on a 20 year mortgage for the remaining $200K. Just last summer (June of 2019), I paid off the remainder of the mortgage balance and am now debt-free. The timing of the payoff was mostly motivated by a city-wide property revaluation assessment last year which bumped up my property tax payment to almost 3X the previous amount.
• Savings account balance: $139,000 I have this in cash in an online savings account with Ally. I normally would have invested some of this, but ever since March and with the ongoing uncertainty with the virus, the presidency, etc. I haven’t felt comfortable doing so. I am also considering buying a second condominium near where I am now that I could either rent out in the future, or move into myself and rent out my current place instead for rental income, so I want to keep funds liquid for the time being.
• Checking account balance: $3,500 This amount is split across two banks - one with Ally and the other with Chase. I keep above the $1,500 minimum at Chase to avoid any fees to ensure I can withdraw cash at one of their ATMs if needed.
• Credit card debt: $0 I place almost all of my purchases on one of two credit cards, but pay them off in full every month (and make sure to redeem the bonus points for cash back!) The total I’ll have charged across my two cards at any point in time usually ranges from $0 to $600 dollars.
• Student loan debt (for what degree): $0 I have an undergraduate econ/business degree from an Ivy League that I’m so grateful my parents were able to help me achieve without having to worry about accumulating a huge student loan for. They started a 529 account for me a little later than ideal (when I was in middle school - I’ll go into more detail in the next paragraph) but saved aggressively leading up to when I graduated high school. They were able to cover the majority of my tuition + room and board this way, and I helped cover the rest through several scholarships and working on campus.
• Mortgage: $0 Paid off last year! This was definitely one of my proudest recent accomplishments. I’ve always lived fairly frugally, due mostly to my childhood experiences and background. If there’s anything I could have done differently, it would have been to get a mortgage for a shorter term (versus the original 20 years) so that I could have gotten a lower rate and paid less in mortgage interest.

Section Two: Income

• Income Progression: My first job was at McDonald’s when I was 15, and I started with the minimum wage rate of $5.25/hour. In high school, I switched to working retail at Kmart and then every summer of college, worked at various paid internships for the full summer in addition to working on campus at various jobs (from cashier to research assistant). My junior year summer internship was at a firm that I would eventually return to full time after I graduated. I've been working full time for 8 years now, and my starting salary was ~$60,000. I started off working in analytics for a financial service firm in NYC and have changed jobs every 2-3 years since then. I primarily stayed in finance up until last year, working my way through steady salary increases each year and with each job change. I had begun looking for a new job and industry right before the pandemic hit in March as I was getting bored and frustrated with my role at the time; I had actually interviewed for my current role right when interviews were all being changed to virtual and didn’t hear back until May as the company was dealing with the big shift to work from home and figuring out headcount for the future. Thankfully my role was kept and I officially started working at my current company in the media/tech space in mid-May. My current annual base salary is $110,000 with a 10% annual bonus ($121,000 all-in).
• Main Job Monthly Take Home: $5,800 This is my final take home, which is paid out bi-weekly (my average paycheck amount is around $2,900). This is after deductions for health insurance (dental+vision), a healthcare HSA ($100 a month), and a pre-tax transit account ($100 a month). Retirement contributions are currently on pause until I hit my one year mark next May and qualify for matching contributions to a 401(k).
• Side Gig Monthly Take Home: ~$890 I have a couple sources of income from Instagram, one of which is my dedicated food account (75K+ followers). For this account, I don’t have a steady stream of income but reap the benefits in various invitations to restaurants in NYC - I’m invited in for a meal (usually with a guest), and for posting photos and stories featuring the restaurants and dishes, have the cost of the meal covered. For sit down meals, however, my guest and I make sure to cover the tip for the service. I’m occasionally shipped food/drink items to share as well. If I do make any income, this is from infrequent brand or restaurant campaigns that I’m contacted for; depending on what’s required in deliverables, these can range anywhere from $300-$3,000. The pandemic definitely impacted this year, but for 2020, I’m on track to have earned ~$6,500 from these. I am also helping 2 friends of mine who started a small business in July with some photography and social media. I post on their social channels and do larger product shoots 1-2x a month, and get $350 a month for this work.
• Any Other Monthly Income: $300 My property also has a gated parking spot included with the deed; so even though I don’t have a car, I’ve found a “tenant” for the spot since I bought my place five years ago. We sign an annual lease every October for $3,600 for the upcoming year, which comes to $300/month.

Section Three: Expenses

• Property Tax: $767 (paid quarterly at ~$2,300, this amount changes quarter to quarter, so I’m using an average for the past year)
• Homeowners Association (HOA) Fees: $434 (this covers water, garbage, and some building insurance)
• Condominium Insurance: $54 (paid annually at $650, my HOA fees cover some initial property insurance, so this is specific to my unit).
• Retirement Contribution: On pause for now as I wait to hit the year mark at my current job to get matching 401(k) contributions. I also want to keep some earnings liquid for a potential future real estate investment.
• Debt payments: $0, aside from paying off my monthly CC balance
• Electricity/Gas: ~$70 (depends on the season, spring and fall are in the low $40s while summer and winter can be in the high $90s)
• WiFi: $40 (recently signed up for the introductory offer at Comcast)
• Cellphone: $50 (I’m on the family plan still, but transfer this amount to my dad each month)
• Credit Card Fee: $8.33 ($200 annual fees across the 2 cards I currently have. Next year I will cancel/downgrade from the Chase Sapphire Preferred as the benefits for Travel and Dining are pretty much moot.)
• Subscriptions: Amazon Prime: $10 (annual subscription, I share with my family) Netflix: $0 (my parents cover this one) Hulu/Spotify: $11 Adobe Creative Cloud: $11 Apple Cloud: $1 OneDrive: $2 Causebox: $17 (quarterly subscription box that I pay the $200 annual cost for)
• Donations: I don’t have a recurring donation organization or amount, but will donate where and when I see the need. So far this year, I’ve donated $500 to my local hospital, the NAACP, and City Harvest.
• Savings Contribution: I will pretty much just transfer over money from my checking account to my savings account whenever it gets above the $1k or $1.5k threshold (I’ll keep more if it’s around the end of the month and monthly payments are coming up). I’m typically able to transfer over $2.5-3K each month, unless it happens to be one where quarterly property taxes are due.

Weekly Expenses:
Food + Drink: $78.70 (including tip)
Fun / Entertainment: $0
Home + Health: $72.33
Clothes + Beauty: $0
Transport: $0
Other: $189.24
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Day One (Monday)
8:45am: My alarm goes off and I hit snooze. One of the worst parts about the whole WFH situation has been how bad I’ve become with getting up on time, knowing that I can be at “work” in less than 15 steps. I scroll through social media a bit and catch up on some posts before getting out of bed.
9:15am: I’ve brushed my teeth, washed my face, and put on my skincare (toner, serums, and moisturizer) and am booting up my laptop. I changed jobs 6 months ago in the midst of the pandemic, leaving my previous role in financial services for a position in a large media/tech company, which has been a little crazy. It’s been tough doing everything remotely, and learning the new industry and programming/software has been especially difficult, but I feel like I’m getting my bearings. I start brewing some coffee.
9:30am: I hop on a Zoom for our weekly department huddle and listen as the different teams give updates on various initiatives as well as some background on company-wide kick offs and projects. Some of the projects I’m working on get brought up and it feels good to be doing what feels like actual work. After the call, I get to work on tackling work for some of the larger projects I have, which include scoping out source/logic details on a production report that we want to integrate in a new platform and QAing a table that I’m working on with data science.
12pm: I take a break to refill my coffee mug and make IG posts for my friends’ small business account and my own account (a food IG with 75K+ followers). I took on the first gig a few months ago when my friends, a couple in Brooklyn, launched their hand-crafted drinks business. I started the second, my personal account, over 3 years ago with a focus on restaurants in NYC. It stalled quite a bit over the last few months with the pandemic, but I’ve been dining out infrequently these days, and have limited myself to dining with only one friend at a time (out of a total of 3 friends since June, all of whom I know have tested negative and have been taking precautions since March).
3pm: I’ve wrapped up a touch base with a manager and a semi-stressful meeting where I had to present to some senior executives a dashboard we've been working on over the last few months. They have a few (mostly minor) tweaks that I note in a JIRA ticket before I grab my mask and take a quick break to stop by a local ice cream shop that’s invited me in to try their latest dessert special. There’s thankfully no one else there aside from one of the co-owners who recognizes me and gets my treats ready. I photograph them, thank her, and leave a $3 tip. $3
3:30pm: Back home, I get back to some Slack messages and try to prepare for another stressful call at 4:30pm that I have to lead. I finish eating the ice cream and call it lunch - but hey, that’s #adulting for you.
6pm: Wrap up some notes from the call and text my dad the address that I’m heading out to. I saw a 1BR condo listing pop up on Zillow over the weekend that looked promising, so I’m getting an in-person tour of it this evening. I get my mask on again and make the 5 minute walk to the building where the realtor is outside to meet me. We go inside to look at the condo for sale - the space definitely looks smaller in person than in the photos, and I note that a number of things need to be replaced or upgraded. I thank the realtor after the tour and give a call to my dad to let him know I’m okay and to give him my initial impressions of the space.
7pm: Back home! I wash my hands and change my clothes and get started on dinner; I’ve been craving soup these days so make a quick hot and sour soup on the stove with mushrooms, bamboo shoots, tofu, and some corn I have in the fridge. While I eat, I edit the photos from my DSLR from this afternoon, and check my IG account email to reply to about 7 emails that came in today about campaigns and invitations to restaurants; one of these includes signing a contract with a new app that’s offering a generous sign on payment and potential future income. I catch up on IG posts and comments and text a few friends.
11pm: I spend the rest of the evening catching up on some news, watching the latest episode of the Korean drama Start Up, and finally take a shower. While my hair is still drying in a hair tower, I do a quick Chloe Ting workout; I started doing some of her workouts a few months ago and while I’m not doing them super seriously, I’ve definitely noticed a difference in my abs and feel stronger overall. My Google Home plays some news snippets for me afterwards, and I roll my eyes at the continued attempts of our current president to try and derail the election results. On the plus side - the initial vaccine results from 2 firms have been super promising!
1am: I remember to take my daily multivitamins and then read a bit on my Kindle (I just finished Sex and Vanity, and start on Me Before You - another thing I picked up during quarantine, and I’ve already read over 30 books since March!). I then proceed to spend too much time on Instagram and reddit before turning out the lights.
Day One Total: $3
Day Two (Tuesday)
8:45am: Alarm goes off on the dot and I, the perpetual sleep procrastinator, snooze one too many times. I barely manage to make it out of bed in time to brush my teeth, wash my face, and chug some water before a 9:15am call. It’s a quick check in on projects within my business area so I summarize the work that’s been done and am grateful I don’t have to have my webcam on for this.
12pm: Unfortunately I need my webcam on for the next two meetings, so try to make myself look semi-presentable by combing through my hair and putting on a sweater, instead of my default hoodie. I get a little more clarification on some metrics and data sources in this upcoming platform integration and discussing my upcoming sprint priorities with my manager. At noon, I make a new post on my food IG and go through my feed. I pour my second mug of coffee and drink more water in preparation for the next batch of afternoon meetings.
3pm: Talk through more Zoom calls to the point that my throat is starting to hurt. I’m especially frustrated after the team huddle that just ended where one of the managers tells me my approach to building out the proposed data architecture is too limited in scope, and I should be more imaginative and proactive. The entire work from home situation has made it difficult to understand how to work with and collaborate with different people, so I try not to get too frustrated. I spend the rest of the afternoon making some minor adjustments to existing production reports and updating JIRA tickets.
5pm: I email over my dad a few of the more promising Zillow listings that landed in my inbox this morning. He jokingly complains that there’s too much to read and the words are too small before I realize that he’s been doing a lot of work on his laptop lately as he’s been WFH more. I take a look at a few computer monitors and opt for a larger (24”) version of what I currently have as it’s been working well for me for the last 6 months. I make sure it includes a HDMI cable and have it shipped my dad. $179.24
5:50pm: I grab my mask, bag, and camera and text my friend to let her know I’m en route to dinner; she’s one of the few friends I’ve seen in person since March and is also a food blogger with a separate full time job. She’s been quarantining in Long Island since the start of everything, and texts me that she’s driving in from her home, I head out to the PATH station, swipe in using my prepaid Smartlink card, and hop onto the next train.
6:35pm: I’m a few minutes late but make sure my friend knows I’m walking over, and meet her outside the restaurant. We get checked in, fill out our contact information on our phones, and get our temperatures taken; thankfully there’s only 2 other groups seated and the windows are open. Tonight’s dinner was an invitation that I already confirmed with the PR team, so the staff are expecting us and understand we’ll both be taking photos. We order a few apps and two mains, and spend the rest of the evening doing some quick photos and catching up on our lives, her plans to move into Manhattan or JC, and complaining about the ongoing election drama.
8:30pm: Dinner is done, and I realize I forgot to stop at an ATM and only have a dollar bill on me so ask if I can Venmo my friend my part of the gratuity. Thankfully she has $20 on her so I quickly Venmo her $10, making sure to use the adorable fries sticker to represent the copious amount that we ate tonight. $10
8:45pm: My friend and I walk out with our masks on, and I bid her goodbye and a happy Thanksgiving before stopping at the ATM to take out some cash, making sure to sanitize my hands after, and then head to my train. As I wait, I make some quick edits to the photos I took on my iPhone and add them with a few captions and tags to my IG stories; I manage to get through them all by the time the next train pulls up and leaves.
9:20pm: It’s always so nice to get back home! I wash my hands, change my clothes, and get started with transferring over the photos from my DSLR to my computer. I spend the next 20 or so minutes editing and saving the final versions in Adobe Lightroom and make sure to chug a glass of water to help balance out all the sodium I had. I check my messages and see that a restaurant in NJ confirmed a lunch delivery for tomorrow and see another contract in my inbox; I read the deliverables and ask the account manager if she can take out the clause requiring a Tiktok post because I don’t have an account.
11:30pm: I shower and put on my evening skincare, take my multivitamins, and do a quick ab workout with Chloe Ting (it still hurts lol). I take a look at my work calendar tomorrow and see that my first meeting starts at 9am, so I update my alarm to 15 minutes earlier. I take my vitamins and spend the rest of the evening catching up on some news, reddit, and IG.
1:30am: I blame Youtube vlogs for this one. Finally turn out the lights.
Day Two Total: $189.24
Day Three (Wednesday)
8:30am: Alarm goes off and I manage to get myself out of bed in a semi-reasonable fashion. Do my typical routine (brushing teeth, washing face, getting water and coffee ready) and log into my work laptop so I’m on the Zoom right at 9am. This is a belated overview session for one of the larger projects that I started working on quite late in the process, so it’s a useful business and data update that gives me a better understanding of the end goals.
12pm: Sit through one other department meeting where I don’t fully pay attention because I look into some minor report and code checks (oops). Once those wrap up, I’m able to take a break to do a post and stories for my friends’ business account and then make a post on my food account. I notice an email come in from a PR company about a new location opening for one of my favorite restaurants, so I check with one of my friends if he’s able to make the Tuesday after Thanksgiving and reply back to the email requesting it.
1:30pm: While I listen in on a company-wide speaker event on the topic of gender sensitivity and awareness, I also click through a recently assigned digital training course on sexual harassment and discrimination. I understand that the latter is a legally mandated item, but find it a bit sad (especially in the current day and age) that these are things that have to be spelled out for people. After I finish, I get a call for my lunch delivery; I grab my mask, keys, and wallet and meet the deliveryperson downstairs. I give him a $6 tip and take some photos of the items, which include chicken wings and a chicken sandwich. After I’m done with photos, I scarf down the food so I can make my next call which requires me to talk and have my webcam on. $6
4:30pm: I have a 1 on 1 with my manager and then a call with a business partner to scope out requirements for a new report. So glad to be done with calls! I get started putting together a project plan/roadmap for one of my projects and Slack one of the recently hired data engineers, who I found out grew up near me in suburban Philadelphia!
6pm: Get the shipping notification email that my dad’s monitor has shipped! I call it a day and close my work laptop and get started on my weekly apartment clean. I call my dad while I do so and let him know that his monitor should arrive on Friday; he thanks me and we catch up on work, COVID, and my potential future real estate investment. While I talk, I notice an alert from Mint that a large charge from Amazon hit my credit card; I’m a little worried until I log into my account and see that the annual prime membership has been renewed. Also tell my dad this as he heard me flip out thinking that someone had been making fraudulent charges on my card, as he and my mom are part of my “Prime household”. ($127, noted in my monthly expenses)
7pm: I’m done vacuuming and taking out the trash and am officially hungry. I make a quick tomato and egg soup with orzo and eat an apple while I wait for the orzo to cook. I wrap up some IG emails while I eat, including signing the updated contract with the Tiktok clause removed and politely declining some invitations to places that I’m not able to physically go to.
10pm: Wash the dishes, take a shower, brush my teeth and put on a clay face mask; while it dries, I do a quick 15 min workout on the mat and then wash off the clay mask before doing my skincare. I make sure to drink some more water and take my vitamins, and spend the rest of the evening in bed on my phone and working my way through Me Before You - it’s a slow start, but I’m starting to warm up to the protagonist.
1am: Lights out!
Day Three Total: $6
Day Four (Thursday)
8:30am: Forgot to change my weekday alarm back; oh well, I’ll survive. Crawl out of bed, and get ready for the day (you know the drill), and make sure I have plenty of coffee on hand. My period also just started, which is never a good sign.
12pm: The morning has just felt like an onslaught of meetings; followed by some impromptu Zoom calls. I’m starting to feel frazzled as various timelines and deliverables seem to have been shifted up and try to work with one of the other data engineers to specify possible business user requirements. This unintentionally gets shared with one of the project managers who sends an email en masse to the business users asking for sign off on this initial list. I don’t think it’s a big deal, but...
12:30pm: Make the post and stories on the small business account and my own account, finish the remainder of today’s coffee while I go through emails and minor JIRA tasks. I hop onto a share screen with one of my coworkers to transition over a project I’d been working on; I had built out a new dashboard and now that it’s “QA” state has been approved, he will now take over the more formal production process and maintenance.
3:30pm: During our second team stand up, I give my manager project updates and he immediately tells me I shouldn’t have let my list be shared with business users and other involved teams. I don’t fully get why; but after our team call he asks me to hop onto an impromptu Zoom with him where he tries to explain some of the complexities of company and team politics and how I should be very careful to give my stamp of approval, however formal or informal, unless I fully stand behind it. The conversation is a bit long, but I get a better sense of what's going on between teams and managers, and try not to cry as my manager tries to tell me it's not anything I did, but I need to be careful of my actions.
6pm: I manage to collect myself in time to meet a friend for the first time in months at an outdoor dine a few blocks away. He (and his girlfriend) was just recently re-tested as negative, which is always reassuring. While I get my belongings and my mask, my coworker Slacks me asking if I’m okay, apologizing for not messing earlier as she was on an afternoon call. She reassures me the same thing has happened to everyone else on the team, that a lot of these nuances I’m not aware of because I’ve never been in the office, and suggests putting on a one hour venting session with the other engineers in the team next week. I happily do so, and tell her I’ll catch up with her next week as I have off tomorrow.
6:30pm: My friend and I are seated near one of the heat lamps, and it’s so good to catch up with him after so long! He gives me some life updates, including the fact that he and his girlfriend are moving into a house they are waiting to close on, and the fact that he just put down a deposit for an engagement ring!! I’m so excited and barrage him with questions on timing, his plans, etc. and almost forget that we need to order food.
8pm: We have a delicious meal that includes burgers and a lobster roll (all of which I photograph) and he gets a few cocktails (I don’t drink). I leave a $10 tip, and my friend puts down $15 for his share, factoring in the alcohol. We mask up before heading out, and I tell him I want updates on everything for the next month as he goes through all those major life events! $10
8:30pm: After my short trip home, I wash my hands, change, and get started on editing photos from tonight. I definitely feel much better after the work “event” and take a longer shower tonight to decompress.
11pm: Decide to skip the workout tonight because I feel like it, and sit in bed doing some more administrative/scheduling tasks on my iPad in bed. I see a few updates from some of the team in India (yay international time zones - not) and debate if I should handle these tonight. Since I’m out tomorrow, I know it’ll be better if I do, so hop back onto the work laptop to wrap up some last minute code edits and JIRA updates. Once I’m done, I make sure my OOO notice and status in Slack are updated and eat a yogurt cup with some grapes because, yes, I’m hungry-ish again.
1am: Hair is dry, vitamins are taken, and it’s time for bed... or not? I’m already past the halfway point of Me Before You and cannot stop reading - it’s at the point where I’m now seriously invested in the relationship between the female and male protagonist and have to know how it ends (even though I already have my guesses). I speed through the rest of the book and shed a couple tears when I finish, which is past 3am. Thankfully I’m not working the next day! I make sure to set my alarm for later and finally go to bed.
Day Four Total: $10
Day Five (Friday)
11am: My alarm goes off and I actually feel semi-decent upon waking up - I don’t think I will ever not be a night owl! I get dressed and get ready to head out to try and get a COVID test; I last took one in June so want to have a more up-to-date status, especially as I’m potentially going home the next week for Thanksgiving. I haven’t seen my parents for over a year at this point and my dad has offered to drive down from Boston to pick me and my sister (in college, who is tested every week) up, but I’m still not feeling great about it given the fact that my parents are in their 60s. At the very least, I want to get a test to have more information before making any final decisions. I drink some water so I’m at least hydrated.
11:30am: I grab my Kindle, mask, and sanitizer and head out to the nearby mobile testing center that was set up. The line is about 15 people long - not terrible, especially as everyone is spacing out 6+ feet between each other - so I head to the end and spend the 2 hours or so in between my phone (making my daily IG post) and my Kindle (next up: Olive, Again) While I wait, I get an email about one of the campaigns I’ve been ironing out, and confirm I’m planning on visiting this weekend to get photos so I can send the content draft over for approval afterwards.
1:30pm: The process is pretty seamless; I fill out my information through my phone, upload a photo of my insurance card, and get my temperature and blood pressure taken before the nasal swab. It’s not that bad, I guess, but having anything put uncomfortably deep into your nasal passages is not fun. The doctor tells me I should get my results by the following Tuesday through the online patient portal; I thank him and head back out with my mask on.
2pm: Home and officially hungry, so after washing my hands and changing, I bowl a pot of water and put in a block of Shin Ramyun. I make it a little less like what I ate back in college by adding in some frozen corn, spinach, and an egg. I also eat an apple and catch up on some emails and go through IG before taking a fat nap.
6pm: I’m woken up by a text from my dad; it’s a picture of his new computer set up at home, and I’m glad to see everything’s working and should hopefully help his eyes. I take a second look at the photo and see that he’s using a tiny USB wire mouse - which he probably got as a work freebie. I sigh and find a wireless mouse on Amazon to have delivered to him the next day; I send him a text to watch out for that delivery as well tomorrow. $10
7pm: Time to head to the grocery store! I have a few options within walking distance of me, but like going to the Asian grocery store just given how unique and sometimes hard-to-find their selection is. I’m doing a virtual dinner swap with a friend tomorrow so I need to get ingredients for that, as well as my weekly grocery shop. I make sure I have my mask and reusable bag, and stock up on tofu, zucchini, mushrooms, bok choy, more apples (Fuji, but Honeycrisp is also a fav, ground pork, and some snacks, noodles, and yogurt. I struggle a bit to carry it home. #smallpeopleproblems $33.31
8pm: Once home, I unpack everything and get started on a (very butchered) version of soondubu with Napa cabbage, zucchini, and mushrooms with a spicy soup base (dwenjaeng paste, gochujang, soy sauce, gochugaru). I cook some rice on the side. While I eat, I load up Netflix and decide to start on The Queen’s Gambit.
11pm: Shower, skincare, and vitamins - and I end the evening with another quick mat workout. After I blow dry by hair, I climb into bed and spend far too much time on the phone as my brain wanders and gets in knots about Thanksgiving next week; my parents and I agreed not to make any decisions until I got my results back, but even if it’s negative, I know there’s still a risk if I were to let my dad pick me up and take me home. I know he and my mom really want to see me though, which makes me feel even more conflicted. I tell myself to stop thinking about it until next week and double check my schedule for tomorrow before opening up my Kindle to read.
2am: Finally decide to sleep after getting distracted by Youtube, again. Oops.
Day Five Total: $43.31
Day Six (Saturday)
10:40am: My weekly Saturday alarm goes off; my friends behind the small business and I have our recurring call every Saturday morning and while I would like to sleep in, I force myself to get up, brush my teeth, and do a quick face wash.
11am: I drink some water as we catch up on today’s agendas and tasks; we’re finalizing a seasonal holiday drink to be rolled out after Thanksgiving, so we go over the ingredients and timing, and figure out when I’ll be able to visit them in Brooklyn next month to get the photos for future posts and website updates. They also tell me they’d like to grab some photos of their new house (that they’ll be closing on soon) while I’m there, and I’m happy to do so. My friend tries to tell me that they’ll pay me extra for this, but I laugh and tell her she can just feed me.
12pm: Grab my mask, keys, and camera - Time to head out today! I have two stops near me to get photos for upcoming posts; one is for a bakery chain releasing a seasonal cake flavor and the other is for a newly opened location of a pizza franchise. My pick up order for the bakery was made in advance, so I stop inside, give them my name for the order, and after a little confusion that leads to them calling a manager, I have my cake ready to go. I take it outside to photograph; this campaign is offering a small payment but thankfully doesn’t need to review the content before I post.
12:30pm: I load up the app for the pizza place on my phone and use the pre-loaded credits to place my order in advance so it’ll be ready for pick up once I arrive. It’s a 15 minute walk or so over, but the pies are ready for me when I get there. The staff is nice enough to put them in a bag for me (they’re personal pies, so thankfully small enough) and I walk over to the waterfront to take some photos out there. I add some photos to my stories and walk home with my goodies; I’ll need to write up and submit the content for approval before posting, but this campaign is also offering a small payment.
1:30pm: Finally home! I wash up, transfer my photos to my laptop, and get started editing. In between, I make a post to my food account and the small business account, catch up on comments and friends’ posts, and try not to make a mess while eating some pizza and a slice of cake.
3:00pm: After putting the leftovers in the fridge, I’m ready for a nap. I set an alarm for 5pm just in case I oversleep since I need to make dinner late for my dinner swap!
5:00pm: Alarm goes off, and I struggle to get out of bed. I know I want as much time as possible to cook though, especially as bad things happen when I rush. I prep the food in advance by washing the bok choy, slicing the mushrooms, and mincing garlic and ginger. I do a bok choy and mushroom stir fry, and make mapo tofu and rice. I barely finish in time to package half of the meal into to-go containers for my friend, and text him; he tells me not to rush and that it’s cold enough so that the dessert won’t melt (lol).
6:40pm: I meet my friend outside halfway between our apartments outside of City Hall; of course we’re both masked. We do our meal swap; I give him the savory items I made while he hands over 2 small containers - and we both head to our separate homes. When I get back, I find out one has tiramisu and the other has a matcha oreo ice cream! I log onto Zoom for our virtual dinner hangout. Even though my friend is so close, he sees his parents regularly as well, so has been doing his best to be extra cautious. We’ve come up with this set up where we’ll each swap items for dinner (usually I’ll cook the savory and he’ll order dessert) and exchange them before enjoying dinner over Zoom later.
8:30pm: Call is over, so now it’s time to clean the kitchen - and it’s definitely a mess, especially as I was a bit frazzled. I wash the many utensils and pans I went through and do my best to dry them; washing up is definitely the least fun part of cooking.
11pm: Spend the rest of the night killing time between my phone, Netflix, and emails. I ask one of my friends (whom I saw earlier in the week) about some potential dates and places over the next few weeks, and send over calendar blocks while I wait to get reservations confirmed.
1am: By this point, I’ve showered, taken my vitamins, and am ready for bed. Read a little, watch some more videos, and eventually fall asleep sometime later.
Day Six Total: $0
Day Seven (Sunday)
12:30pm: It’s the one day this week that I don’t have an alarm, so I let myself sleep in for as long as I want to - which means that yes, I will sleep through the morning and into the afternoon. I dawdle in bed, posting on my food account and catching up on my feed, and just scrolling through various news articles and reddit threads.
1:30pm: After finally washing up and drinking some coffee, I grab my mask and bag to round out a few more groceries for the week; even though the Asian grocery store is great, they don’t have some staples so I’m heading to one of the more traditional stores near me today. I pick up some pasta, tomato sauce, oatmeal, peanut butter, and some more produce. $16.39
2:30pm: Once I’m back home and put everything away, I make a late lunch of oatmeal and apples with some Annie’s Mac & Cheese. While I eat, I start putting together the post and story captions, tags, and links for the pizza campaign, and submit them to the account managers for approval.
5:00pm: After some more dawdling on my phone and getting through more of The Queen’s Gambit (so good!), I hop onto a weekly Zoom with two of my good friends. We’ve known each other for over 8 years and while I do see one of them semi-regularly, the other has some health complications. We’ve kept this weekly Zoom call since mid-March and it helped me get through the rougher months.
7pm: After the call is over, I check my Amazon cart and take a look at anything that’s accumulated over the prior week. For non-essentials, I’ll add them to my cart and take a few days to think through if it’s something I really want/need and I’m usually able to pare down that list when I get back to it later. I decide to keep a saucepan and bath towels and order them for next week. $72.33
8pm: For dinner, I default to my tomato & egg soup with rice, and add in some zucchini for some more vegetables. I eat an apple and finish off the ice cream from yesterday as well.
11pm: Shower, do my skincare, and plop myself into bed. I continue binge-watching The Queen’s Gambit until the end - such a satisfying ending!
1am: Make sure my alarm is set for work before turning out the light.
Day Seven Total: $88.72