1 00:00:17,902 --> 00:00:20,285 Hello and welcome. It's episode 35, 2 00:00:22,567 --> 00:00:25,750 choosing the best hosting, boosting SEO 3 00:00:25,850 --> 00:00:29,454 with AI and of course some essential 4 00:00:29,855 --> 00:00:33,098 website tools as well. This is the 90 day 5 00:00:33,178 --> 00:00:35,020 website mastery podcast, the perfect 6 00:00:35,060 --> 00:00:37,803 companion to our 90 day website mastery 7 00:00:37,823 --> 00:00:40,184 program. As I said, it's the 35th episode. 8 00:00:40,204 --> 00:00:41,666 We're excited to bring you even more 9 00:00:42,026 --> 00:00:44,327 valuable insights and practical advice to 10 00:00:44,387 --> 00:00:45,728 help you enhance your website's 11 00:00:45,788 --> 00:00:48,190 performance. Join us as we explore 12 00:00:48,230 --> 00:00:49,992 strategies to make your website work 13 00:00:50,072 --> 00:00:53,254 harder for you, reigniting your pride in 14 00:00:53,414 --> 00:00:55,115 your online presence. We want you to feel 15 00:00:55,475 --> 00:00:58,718 proud of your website. In fact, web proud, 16 00:00:58,818 --> 00:01:01,159 Pascal, is that right? Well, indeed, 17 00:01:01,179 --> 00:01:02,060 that's a term that we're going to be 18 00:01:02,100 --> 00:01:04,101 mentioning a few times because we're a bit 19 00:01:04,121 --> 00:01:06,682 of a surprise in the kind of offering for 20 00:01:06,842 --> 00:01:08,462 our viewers and listeners. And listen, 21 00:01:08,802 --> 00:01:10,803 episode 35, I'm still a little surprised. 22 00:01:10,863 --> 00:01:12,524 It's time that there's more to talk about 23 00:01:12,544 --> 00:01:14,265 and there's more to explore in that kind 24 00:01:14,305 --> 00:01:16,606 of fast-paced, fast-track way of making 25 00:01:16,686 --> 00:01:18,566 sure that you're making wise decisions 26 00:01:18,586 --> 00:01:20,547 about how to use your time to make your 27 00:01:20,567 --> 00:01:21,968 website have a greater impact for your 28 00:01:21,988 --> 00:01:23,708 business, for your audience, but also for 29 00:01:23,768 --> 00:01:26,289 you to really feel proud when you share 30 00:01:26,349 --> 00:01:30,709 that website address. Yeah, absolutely. We 31 00:01:31,069 --> 00:01:33,330 always have four segments to each episode. 32 00:01:33,390 --> 00:01:35,511 We have the You Ask, We Answer. We have 33 00:01:35,571 --> 00:01:37,733 website stories where we have a look at 34 00:01:37,813 --> 00:01:40,194 perhaps an article that we found and we 35 00:01:40,594 --> 00:01:43,355 dig deeper into it. We go to the website 36 00:01:43,415 --> 00:01:46,597 engine room where myself and Pascal share 37 00:01:47,117 --> 00:01:49,359 perhaps an app or a piece of kit that's 38 00:01:49,399 --> 00:01:51,341 going to help you as a website manager 39 00:01:51,381 --> 00:01:53,203 make your life easier perhaps you're a 40 00:01:53,243 --> 00:01:55,385 website content creator or manage your 41 00:01:55,405 --> 00:01:58,428 website and we always finish with the call 42 00:01:58,448 --> 00:02:00,650 to action what content cannot have a call 43 00:02:00,670 --> 00:02:02,752 to action where we give you one change or 44 00:02:02,772 --> 00:02:04,053 adjustment that you should be making to 45 00:02:04,073 --> 00:02:07,457 your website right now so as i said we do 46 00:02:07,517 --> 00:02:11,260 start with you ask we answer and that's 47 00:02:11,320 --> 00:02:13,922 where we take lots of different questions 48 00:02:13,942 --> 00:02:15,802 that you've asked over different periods 49 00:02:15,822 --> 00:02:18,563 of time and we try and focus on one that 50 00:02:18,583 --> 00:02:20,023 we think is going to help the most to you 51 00:02:21,224 --> 00:02:22,684 guys, the people that are listening, the 52 00:02:22,724 --> 00:02:24,625 people that are watching. And by the way, 53 00:02:24,985 --> 00:02:26,505 let us know if you're listening or 54 00:02:26,545 --> 00:02:29,166 watching, get typing away, clicking 55 00:02:29,246 --> 00:02:32,647 buttons, letting us know what you think 56 00:02:32,687 --> 00:02:33,947 and what questions you've got. But let's 57 00:02:33,987 --> 00:02:35,688 move into You Ask, We Answer. 58 00:02:42,935 --> 00:02:44,655 Now, this question for episode 35 is 59 00:02:44,895 --> 00:02:46,776 fascinating to me. So this came about 60 00:02:47,136 --> 00:02:49,296 during a recent kind of consultancy 61 00:02:49,357 --> 00:02:51,037 session with a client where they were 62 00:02:51,077 --> 00:02:52,797 asking me to review a proposal that I 63 00:02:52,817 --> 00:02:55,078 received from the web design agency. And 64 00:02:55,178 --> 00:02:56,258 as you go through the different kind of 65 00:02:56,278 --> 00:02:57,798 stages, which you and I would be very 66 00:02:57,818 --> 00:02:59,439 familiar, we've covered them in previous 67 00:02:59,539 --> 00:03:01,899 episodes, at the end, you always have the 68 00:03:01,939 --> 00:03:04,020 additional cost around hosting and 69 00:03:04,080 --> 00:03:06,020 maintenance. And the client reacted 70 00:03:06,060 --> 00:03:08,681 saying, oh, that seems high. And actually, 71 00:03:08,721 --> 00:03:10,221 I thought, well, I don't think it is, but 72 00:03:10,261 --> 00:03:11,942 that's obviously part of different 73 00:03:11,982 --> 00:03:14,143 experiences. And I said to him, but that 74 00:03:14,183 --> 00:03:16,445 must be because they are suggesting a 75 00:03:16,785 --> 00:03:18,727 dedicated hosting. And they looked at me 76 00:03:18,787 --> 00:03:21,449 thinking, what do you mean? Is it not just 77 00:03:21,549 --> 00:03:23,050 hosting? I said, no, there's different 78 00:03:23,110 --> 00:03:25,192 ways in which you can obviously explore 79 00:03:25,252 --> 00:03:27,553 hosting. And typically, the conversation 80 00:03:27,633 --> 00:03:30,596 is either a shared hosting service or a 81 00:03:30,916 --> 00:03:32,717 dedicated hosting service. And suddenly, 82 00:03:32,737 --> 00:03:34,559 myself having to explain the difference 83 00:03:34,579 --> 00:03:36,560 between the two, the pros and cons and so 84 00:03:36,580 --> 00:03:37,721 on. And I thought, you know what, as a 85 00:03:37,761 --> 00:03:40,543 little kind of challenge, as they say 86 00:03:40,563 --> 00:03:42,105 where I come from, I will ask Johnny. 87 00:03:42,705 --> 00:03:45,268 Ashley, your position on the difference 88 00:03:45,288 --> 00:03:47,931 between shared and dedicated and 89 00:03:48,011 --> 00:03:50,213 advantages and potential drawbacks to 90 00:03:50,253 --> 00:03:55,176 watch out for. What say you? So, I was 91 00:03:55,296 --> 00:03:58,997 always very much against shared. Actually, 92 00:03:59,057 --> 00:04:02,298 let's take this a huge step back. I was 93 00:04:02,338 --> 00:04:04,558 always pro-shared because it was so cheap. 94 00:04:05,098 --> 00:04:06,838 I mean, it was brilliant. You could get, 95 00:04:07,018 --> 00:04:09,079 you know, I mean, you could get such cheap 96 00:04:09,119 --> 00:04:12,059 hosting and you still can, to be fair. But 97 00:04:12,099 --> 00:04:14,740 I think it's a really good point because 98 00:04:14,800 --> 00:04:19,720 most small businesses, you know, a lot of 99 00:04:19,740 --> 00:04:21,481 the types of businesses that we talk to on 100 00:04:21,641 --> 00:04:24,643 a daily basis, don't really consider what 101 00:04:24,883 --> 00:04:28,527 hosting actually is and the impacts of 102 00:04:28,567 --> 00:04:30,869 some of the decisions that are being made. 103 00:04:30,889 --> 00:04:34,333 And ultimately, shared hosting, very 104 00:04:34,393 --> 00:04:38,758 simply, you are sharing a server, whether 105 00:04:38,778 --> 00:04:40,079 that be in the cloud or whether it be 106 00:04:40,119 --> 00:04:42,882 virtual or whether it be physical, you're 107 00:04:42,902 --> 00:04:44,484 sharing a server with other websites. 108 00:04:45,184 --> 00:04:48,165 Dedicated, you have your own server, again 109 00:04:48,265 --> 00:04:51,687 physical or virtual, where it's just your 110 00:04:51,747 --> 00:04:55,148 website on that server. And historically, 111 00:04:55,208 --> 00:04:57,849 from an SEO point of view, there would be 112 00:04:58,029 --> 00:05:02,871 huge concerns about the other websites 113 00:05:02,911 --> 00:05:05,453 that are on that server. And so from an 114 00:05:05,573 --> 00:05:07,074 SEO point of view, it could have an impact 115 00:05:07,494 --> 00:05:10,436 from a speed, from a reliability, from a 116 00:05:11,257 --> 00:05:13,779 virus and malware point of view, lots and 117 00:05:13,839 --> 00:05:16,641 lots of different things. Now, the creme 118 00:05:16,661 --> 00:05:19,423 de la creme is to go dedicated, but it can 119 00:05:19,463 --> 00:05:22,305 be very expensive. You sort of get what 120 00:05:22,345 --> 00:05:24,367 you pay for as well. So, you know, 121 00:05:24,427 --> 00:05:26,088 dedicated service could be anything from, 122 00:05:26,228 --> 00:05:28,470 let's say, £50 a month all the way up to 123 00:05:28,470 --> 00:05:31,312 500 maybe even a thousand pound a month 124 00:05:31,332 --> 00:05:33,575 depending on the type of website or the 125 00:05:33,615 --> 00:05:35,276 server that you need. So it can be quite 126 00:05:35,336 --> 00:05:37,238 pricey but again going for a cheap 127 00:05:37,298 --> 00:05:40,101 dedicated server actually isn't quite as 128 00:05:40,141 --> 00:05:41,883 good as going for an expensive shared 129 00:05:41,923 --> 00:05:45,346 server now. So this is a difficult 130 00:05:45,787 --> 00:05:48,049 question to answer and I think the key 131 00:05:48,109 --> 00:05:52,805 thing really is not to 132 00:05:52,925 --> 00:05:55,426 just buy hosting without really 133 00:05:55,486 --> 00:05:57,067 understanding what it is you're buying. 134 00:05:57,087 --> 00:05:59,628 And if you're going down the shared route 135 00:05:59,989 --> 00:06:02,170 to at least have a good idea of who else 136 00:06:02,230 --> 00:06:04,551 is on that server and who's managing the 137 00:06:04,591 --> 00:06:05,812 server, I think that's probably the most 138 00:06:05,892 --> 00:06:07,833 important thing. And if you're going down 139 00:06:07,873 --> 00:06:10,754 the dedicated route, a cheap dedicated 140 00:06:10,814 --> 00:06:13,756 server actually isn't always great. So 141 00:06:13,776 --> 00:06:16,639 yeah, I've just given some thoughts there, 142 00:06:16,659 --> 00:06:17,941 Pascal. I don't know if you want to 143 00:06:18,502 --> 00:06:20,945 challenge or ask any questions, but it's 144 00:06:21,106 --> 00:06:23,688 more about just understanding what it is 145 00:06:23,708 --> 00:06:25,890 you're buying. And for me, therefore, the 146 00:06:25,930 --> 00:06:27,771 conversation I had with a client was to 147 00:06:27,811 --> 00:06:30,093 try and invite them to imagine what this 148 00:06:30,113 --> 00:06:32,315 could be like. And essentially, I went 149 00:06:32,355 --> 00:06:35,057 into the realm of a shared office versus 150 00:06:35,098 --> 00:06:37,620 your own office. Because with a shared 151 00:06:37,660 --> 00:06:41,003 office, you get occasionally additional 152 00:06:41,043 --> 00:06:42,744 services that can really help you out at 153 00:06:42,764 --> 00:06:44,646 the lower cost because you share 154 00:06:44,746 --> 00:06:46,127 essentially the maintenance and services. 155 00:06:46,547 --> 00:06:48,629 with your own office. Sometimes you have 156 00:06:48,650 --> 00:06:50,612 to be responsible for some of the 157 00:06:50,632 --> 00:06:52,734 maintenance of parts of the building and 158 00:06:52,754 --> 00:06:55,036 so on. So what you need to do really is 159 00:06:55,057 --> 00:06:56,778 look at the contract. And even though this 160 00:06:56,818 --> 00:06:59,642 is done via your web design agency, ask 161 00:06:59,822 --> 00:07:01,544 them to share with you the terms and 162 00:07:01,564 --> 00:07:03,606 conditions and the services, what's 163 00:07:03,666 --> 00:07:06,148 included, what's excluded, and Listen, I 164 00:07:06,168 --> 00:07:08,289 know that some of it is particularly dry 165 00:07:08,389 --> 00:07:10,109 and optically interesting, but it will 166 00:07:10,149 --> 00:07:12,410 have a bearing on the performance of your 167 00:07:12,430 --> 00:07:14,090 website. And I think you're right. There 168 00:07:14,110 --> 00:07:15,811 was certainly horror stories back in the 169 00:07:15,851 --> 00:07:18,091 days where people had shared hosting with 170 00:07:18,131 --> 00:07:20,232 websites which were either a very, very 171 00:07:20,272 --> 00:07:22,692 different type of activities and sectors, 172 00:07:23,252 --> 00:07:26,353 all the way to gambling and more. And that 173 00:07:26,473 --> 00:07:29,034 dedicated, sorry, that shared server was 174 00:07:29,054 --> 00:07:31,354 then blacklisted or sought by the search 175 00:07:31,414 --> 00:07:33,255 engine, and you could be lumped into that. 176 00:07:33,835 --> 00:07:36,716 Now, for me, it's very much, you know, 177 00:07:36,736 --> 00:07:38,337 because you could go for, let's say, the 178 00:07:38,357 --> 00:07:40,458 dedicated service, but actually you're 179 00:07:40,498 --> 00:07:42,179 paying for a service that you don't need 180 00:07:42,579 --> 00:07:43,920 fully. It's a bit like, you know, having 181 00:07:43,960 --> 00:07:46,401 your own office, and then it's too big for 182 00:07:46,461 --> 00:07:48,722 you, so to speak. And vice versa, if you 183 00:07:48,742 --> 00:07:51,643 have a shared office, you almost are bound 184 00:07:51,763 --> 00:07:54,524 to the limits of space and so on and so 185 00:07:54,564 --> 00:07:56,425 forth. So I was kind of making some 186 00:07:56,465 --> 00:07:59,106 suggestions, but I did ask my go-to 187 00:07:59,146 --> 00:08:01,007 assistant, Perplexity, to remind me of 188 00:08:01,067 --> 00:08:02,008 some of the things that you should be 189 00:08:02,048 --> 00:08:03,749 thinking about. if you're going to go for 190 00:08:04,169 --> 00:08:06,211 shared service. And to me, it's about this 191 00:08:06,291 --> 00:08:09,794 idea of clutter, almost. So ask and 192 00:08:09,834 --> 00:08:11,516 investigate how you can cache, for 193 00:08:11,556 --> 00:08:13,617 example, some of the files that people are 194 00:08:13,717 --> 00:08:15,619 accessing on a regular basis. And one 195 00:08:15,659 --> 00:08:16,960 thing that was mentioned about perplexity, 196 00:08:16,980 --> 00:08:18,502 which I've forgotten, I shouldn't have 197 00:08:18,542 --> 00:08:20,523 because you mentioned it in a recent 198 00:08:20,543 --> 00:08:22,926 website call to action, is that content 199 00:08:23,046 --> 00:08:25,088 delivery network CDN You don't have to 200 00:08:25,548 --> 00:08:27,811 understand it much more than asking your 201 00:08:27,851 --> 00:08:30,193 design agency, what do we do about this? 202 00:08:30,694 --> 00:08:33,297 Optimize the code and the content. One 203 00:08:33,317 --> 00:08:36,020 thing that was recommended as well is 204 00:08:36,040 --> 00:08:38,182 don't keep too much of, for example, media 205 00:08:38,222 --> 00:08:39,464 files that you don't need at all. 206 00:08:40,164 --> 00:08:42,566 WordPress is really, really tempting to 207 00:08:42,766 --> 00:08:45,147 use it almost like the busy inbox where 208 00:08:45,167 --> 00:08:46,708 you don't delete anything. So if you're 209 00:08:46,768 --> 00:08:48,449 using WordPress or any other, don't keep 210 00:08:48,489 --> 00:08:50,551 media files you don't use, don't keep like 211 00:08:50,551 --> 00:08:52,392 10 different versions of the same article. 212 00:08:52,412 --> 00:08:54,533 So, you know, that kind of clutter can 213 00:08:54,553 --> 00:08:56,755 really help the performance of a shared 214 00:08:57,195 --> 00:08:59,736 service. But the old optimization is very 215 00:08:59,776 --> 00:09:01,357 important. But the number one question 216 00:09:01,377 --> 00:09:04,720 that I would ask you to ask your agencies 217 00:09:04,800 --> 00:09:07,201 and the hosting providers is around how 218 00:09:07,321 --> 00:09:09,082 often do they keep this software? that 219 00:09:09,102 --> 00:09:11,484 they need updated and used to be given a 220 00:09:11,524 --> 00:09:14,307 log for that. And if you go for shared, 221 00:09:14,727 --> 00:09:16,328 one that I nearly forgot, but perplexity 222 00:09:16,368 --> 00:09:18,150 reminded me, particularly for mobile 223 00:09:18,210 --> 00:09:19,751 phone, you know, ask for the 224 00:09:19,791 --> 00:09:22,693 implementation of the Accelerated Mobile 225 00:09:22,753 --> 00:09:25,336 Pages, AMP. It's kind of old hat now, you 226 00:09:25,356 --> 00:09:26,897 know, it's been mentioned by Google for 227 00:09:26,917 --> 00:09:28,038 many, many years and we take it for 228 00:09:28,078 --> 00:09:30,640 granted, but for you, as the business 229 00:09:30,780 --> 00:09:33,101 owner and the ultimate owner of the 230 00:09:33,141 --> 00:09:35,663 website, asking those questions can reveal 231 00:09:35,703 --> 00:09:37,805 that there are some ways and means for the 232 00:09:37,865 --> 00:09:40,587 shared service to perform better. But 233 00:09:40,647 --> 00:09:42,568 also, conversely, make sure that you ask 234 00:09:42,588 --> 00:09:45,250 the questions, I pay for the DK server. 235 00:09:46,571 --> 00:09:49,533 Looking at the past 12 months, how we 236 00:09:49,733 --> 00:09:52,255 performed in terms of demand on the 237 00:09:52,315 --> 00:09:54,616 server, and am I paying for a bigger 238 00:09:54,676 --> 00:09:58,073 office than I need? all very good points. 239 00:09:58,233 --> 00:10:00,035 And in fact, the optimization points, I 240 00:10:00,055 --> 00:10:02,098 mean, I'd suggest to be perfectly honest, 241 00:10:02,138 --> 00:10:03,599 if you've got a WordPress website, even if 242 00:10:03,639 --> 00:10:05,041 you're on dedicated, you should be doing 243 00:10:05,081 --> 00:10:07,944 those optimizations as well. So more 244 00:10:07,984 --> 00:10:09,926 importantly, challenge your agency, 245 00:10:09,986 --> 00:10:11,668 challenge your hosting provider, and make 246 00:10:11,708 --> 00:10:14,311 sure you know what you are buying. Let's 247 00:10:14,331 --> 00:10:16,434 move on to website stories. 248 00:10:23,946 --> 00:10:25,227 Now in this part of the show, Joni and I 249 00:10:25,287 --> 00:10:27,089 share our reactions, our views, our kind 250 00:10:27,109 --> 00:10:29,011 of comments on the specific piece of 251 00:10:29,071 --> 00:10:30,332 content. It could be an article, it could 252 00:10:30,352 --> 00:10:32,494 be a podcast, a video, an infographic. And 253 00:10:32,514 --> 00:10:35,236 today we're going for an article from 254 00:10:35,436 --> 00:10:36,897 Search Engine Land. It's been a while 255 00:10:36,917 --> 00:10:39,079 since we mentioned them on the show. Joni 256 00:10:39,320 --> 00:10:41,782 and I love SEO, so of course we would be 257 00:10:42,082 --> 00:10:44,384 consulting their content regularly. This 258 00:10:44,404 --> 00:10:46,586 was written by Julianne McCoy, a founder 259 00:10:46,706 --> 00:10:50,229 of firstmovers.ai, and the title is as 260 00:10:50,329 --> 00:10:54,192 follows. AI SEO, how to be visible in 261 00:10:54,232 --> 00:10:57,474 Google, AI overviews, chatbots, and large 262 00:10:57,774 --> 00:10:59,315 language models. And you and I have had 263 00:10:59,335 --> 00:11:01,056 this conversation pretty much from the 264 00:11:01,096 --> 00:11:04,298 get-go when these AI summaries started to 265 00:11:04,319 --> 00:11:05,940 kind of worm their way into the search 266 00:11:05,960 --> 00:11:07,861 engine results, primarily Google, now 267 00:11:07,881 --> 00:11:10,002 they're all doing it, but also this idea 268 00:11:10,402 --> 00:11:12,604 of a near future, perhaps even present 269 00:11:12,644 --> 00:11:14,925 now, where people spend longer on chat 270 00:11:14,945 --> 00:11:18,107 GPT, copilot, Gemini, perplexity, and now 271 00:11:18,187 --> 00:11:20,249 meta AI. More about this in a moment. 272 00:11:20,789 --> 00:11:22,671 where they get the information they need 273 00:11:22,691 --> 00:11:24,633 without having to access, to begin with, 274 00:11:24,713 --> 00:11:26,414 search in your result, but also without 275 00:11:26,594 --> 00:11:28,496 clicking on the link to access your 276 00:11:28,516 --> 00:11:31,098 website. So there is a future of that kind 277 00:11:31,118 --> 00:11:33,360 of zero-click behavior that we've known 278 00:11:33,700 --> 00:11:35,382 about for a while. Now this article is 279 00:11:35,402 --> 00:11:37,263 great because it breaks things down into 280 00:11:38,104 --> 00:11:40,546 Very understandable elements of what to do 281 00:11:40,606 --> 00:11:44,269 about this AI SEO, the appeal and 282 00:11:44,309 --> 00:11:47,171 popularity of the AI summaries, and then 283 00:11:47,351 --> 00:11:48,713 what to do about it. But just to begin 284 00:11:48,753 --> 00:11:51,014 with, to get your reaction, AI summaries, 285 00:11:51,034 --> 00:11:53,696 do you like them? Are you worried about 286 00:11:53,957 --> 00:11:58,579 the impact on website traffic? Um, there 287 00:11:58,659 --> 00:12:00,540 is a concern over website traffic for 288 00:12:00,580 --> 00:12:03,221 sure. Uh, as a user though, I do like 289 00:12:03,261 --> 00:12:05,622 them. Uh, and so it's, uh, that balance 290 00:12:05,682 --> 00:12:08,123 really. Um, and, um, you know, 291 00:12:08,383 --> 00:12:12,625 potentially, uh, the mitigation is plowing 292 00:12:12,665 --> 00:12:14,766 more money into things like Google ads, 293 00:12:15,246 --> 00:12:19,348 which ensures your visibility on, uh, on 294 00:12:19,388 --> 00:12:22,989 the SERPs pages, um, or just optimizing to 295 00:12:23,029 --> 00:12:25,590 get into those AI results. So, so yes, I 296 00:12:25,610 --> 00:12:27,851 like them, but like with everything, it 297 00:12:27,951 --> 00:12:29,772 does bring a challenge and it just keeps, 298 00:12:29,872 --> 00:12:31,252 it just means that we just have to 299 00:12:31,352 --> 00:12:33,533 continuously be at the top of our game, 300 00:12:33,893 --> 00:12:36,194 thinking about it from a technical SEO 301 00:12:36,254 --> 00:12:38,875 point of view, but also considering other 302 00:12:38,895 --> 00:12:41,676 channels. For example, as I said, Google 303 00:12:41,696 --> 00:12:42,897 ads and making sure that we're actually at 304 00:12:42,937 --> 00:12:44,677 the top of the page, nevermind what 305 00:12:44,737 --> 00:12:48,058 results are being shown. And for me, the 306 00:12:48,078 --> 00:12:52,079 best way to illustrate what those AI 307 00:12:52,099 --> 00:12:54,600 summaries are, they're to me like mini 308 00:12:55,220 --> 00:12:57,281 search engine results pages. They stand 309 00:12:57,301 --> 00:12:59,581 the precursors, like the exact summary of 310 00:12:59,621 --> 00:13:02,662 what's actually going to be below. So in a 311 00:13:02,702 --> 00:13:05,223 way which, obviously, this article is 312 00:13:05,363 --> 00:13:07,523 studying, it's these examples. There's 313 00:13:07,563 --> 00:13:10,725 research-based kind of illustrations and 314 00:13:10,765 --> 00:13:12,846 more. So Julia is kind of trying to 315 00:13:12,886 --> 00:13:15,528 suggest that actually, if you think about 316 00:13:15,628 --> 00:13:17,549 it, there's something comforting, which is 317 00:13:17,589 --> 00:13:20,430 that those AI summaries or those AI-driven 318 00:13:20,470 --> 00:13:23,612 search results are totally reliant on what 319 00:13:23,672 --> 00:13:26,414 is currently available on a search engine 320 00:13:26,454 --> 00:13:28,555 database. So there is logic in what's 321 00:13:28,575 --> 00:13:30,156 happening here. And there's a significant 322 00:13:30,196 --> 00:13:32,277 overlap between the traditional, I mean, 323 00:13:32,317 --> 00:13:35,379 is that correct? traditional search engine 324 00:13:35,819 --> 00:13:37,641 experience, funny me like a couple of 325 00:13:37,661 --> 00:13:40,202 years, and the AI powered one, and she's 326 00:13:40,222 --> 00:13:42,384 sharing four elements to kind of look 327 00:13:42,444 --> 00:13:44,445 into. I'm going to go through them rather 328 00:13:44,665 --> 00:13:46,627 rapidly. Please follow the link in the 329 00:13:46,667 --> 00:13:48,968 show notes. We have the article for you to 330 00:13:49,028 --> 00:13:51,730 consult. But number one, continue to do 331 00:13:51,770 --> 00:13:54,512 what you're doing. to rank well on the 332 00:13:54,592 --> 00:13:57,254 traditional Google search engine results 333 00:13:57,314 --> 00:13:58,434 pages. So we're talking about high 334 00:13:58,494 --> 00:14:01,356 quality, authoritative content. Do not 335 00:14:01,656 --> 00:14:04,257 neglect technical SEO and schema markup if 336 00:14:04,277 --> 00:14:06,959 you don't know what it is. Ask, study, ask 337 00:14:07,019 --> 00:14:09,861 AI to give you a summary. And importantly, 338 00:14:10,301 --> 00:14:13,823 do optimize on branded content. Don't just 339 00:14:13,883 --> 00:14:16,265 do some vague notions of what you do. 340 00:14:16,345 --> 00:14:17,866 Really make people learn about the 341 00:14:17,926 --> 00:14:21,008 language of what you do. Number two, be 342 00:14:21,408 --> 00:14:24,410 really intentional in targeting what 343 00:14:24,451 --> 00:14:26,993 people seek out, which is really more 344 00:14:27,033 --> 00:14:28,815 something to do with information than 345 00:14:28,855 --> 00:14:32,038 making a purchasing decision. It's almost 346 00:14:32,058 --> 00:14:34,120 like an 80-20. So what's called, you know, 347 00:14:34,201 --> 00:14:36,183 commonly top of funnel keywords should be 348 00:14:36,243 --> 00:14:38,585 part of what you do because they do appear 349 00:14:38,625 --> 00:14:41,828 very frequently on AI-powered summaries. 350 00:14:42,249 --> 00:14:44,731 Number three, almost like a close cousin 351 00:14:44,751 --> 00:14:46,112 to what we mentioned a moment ago, go for 352 00:14:46,192 --> 00:14:48,494 relevant queries and long-term keywords. 353 00:14:48,514 --> 00:14:50,995 So for example, you know, people say the 354 00:14:51,015 --> 00:14:52,777 vast majority of people look for, for 355 00:14:52,817 --> 00:14:55,999 example, how to choose black shoes for 356 00:14:56,079 --> 00:14:58,861 men. That's the full sentence. And now 357 00:14:58,881 --> 00:15:00,542 with AI Summary, people can write a 10 358 00:15:01,343 --> 00:15:03,805 line kind of query as opposed to just 359 00:15:03,845 --> 00:15:05,746 black shoes. So go back to what you've 360 00:15:05,786 --> 00:15:09,469 done with your optimization and extend the 361 00:15:09,489 --> 00:15:11,650 relevancy in terms of queries. And then 362 00:15:11,690 --> 00:15:14,052 the number four, it's again an extension 363 00:15:14,112 --> 00:15:15,514 to what's been mentioned, which is the 364 00:15:15,534 --> 00:15:19,036 idea of match your content effort, but 365 00:15:19,076 --> 00:15:20,758 also I would say by extension implicitly 366 00:15:20,838 --> 00:15:23,200 design images, videos, and so on, match 367 00:15:23,380 --> 00:15:25,722 all of that to the search intent. So if 368 00:15:25,742 --> 00:15:27,723 someone is looking for how to do 369 00:15:27,804 --> 00:15:30,346 something, then there has to be copy 370 00:15:30,686 --> 00:15:33,668 images, web page layout, and so on, that 371 00:15:33,728 --> 00:15:35,830 is matching that search intent. And as a 372 00:15:35,870 --> 00:15:39,113 reminder, There's two types of search 373 00:15:39,153 --> 00:15:41,655 intents in terms of what people do on the 374 00:15:41,675 --> 00:15:43,577 internet. They look for a specific 375 00:15:43,617 --> 00:15:45,899 website, we call this globally 376 00:15:45,979 --> 00:15:48,321 navigational intent. They're looking to 377 00:15:48,501 --> 00:15:50,343 buy something, transactional intent, but 378 00:15:50,363 --> 00:15:52,845 the vast majority want to learn something 379 00:15:52,865 --> 00:15:54,586 new, and that's called informational 380 00:15:54,967 --> 00:15:57,269 intent. And do you have that experience on 381 00:15:57,309 --> 00:16:00,291 your website is part of the elements of 382 00:16:00,551 --> 00:16:03,714 reflection. So listen, AI overviews, the 383 00:16:03,954 --> 00:16:06,697 chatbots, the large language models, 384 00:16:06,977 --> 00:16:08,979 they're all kind of taking now and 385 00:16:09,079 --> 00:16:11,421 entering the world of search. And they're 386 00:16:11,441 --> 00:16:12,823 there to really provide ease and 387 00:16:12,863 --> 00:16:15,225 convenience. And listen, I was pretty 388 00:16:15,265 --> 00:16:18,268 shocked when Google I.O. this year 389 00:16:21,170 --> 00:16:23,312 the seal of google student saying we're 390 00:16:23,352 --> 00:16:25,614 gonna make search so easy and so 391 00:16:25,674 --> 00:16:27,316 convenient you want to search anymore it 392 00:16:27,356 --> 00:16:29,218 was a bizarre phrase but the more you 393 00:16:29,258 --> 00:16:31,039 think about what's up in the more realize 394 00:16:31,079 --> 00:16:33,141 that that's true so they are some concerns 395 00:16:33,522 --> 00:16:35,323 they always in which you can you know kind 396 00:16:35,343 --> 00:16:38,286 of piggyback but ultimately. Right now, 397 00:16:38,506 --> 00:16:40,827 the logic and the practices are the same. 398 00:16:41,187 --> 00:16:43,568 It may just be that you're being caught 399 00:16:43,768 --> 00:16:46,149 out because you've not done enough with 400 00:16:46,189 --> 00:16:47,950 regard to traditional SEO, if I'm going to 401 00:16:48,010 --> 00:16:49,831 use that term, and you've got to really 402 00:16:49,891 --> 00:16:52,992 now get down to getting on with taking 403 00:16:53,093 --> 00:16:54,833 action for those AI-powered search 404 00:16:54,873 --> 00:16:57,895 experiences. Do you think there's an 405 00:16:57,935 --> 00:16:59,476 element, just reflecting as you've been 406 00:16:59,536 --> 00:17:02,061 talking there, And do you think there's an 407 00:17:02,101 --> 00:17:05,564 element from the likes of Google that are, 408 00:17:06,425 --> 00:17:11,249 how do we stop the leaky bucket 409 00:17:11,609 --> 00:17:15,313 of people moving to Ploplexity and moving 410 00:17:15,413 --> 00:17:19,156 to ChatGPT instead of using the 411 00:17:19,196 --> 00:17:20,918 traditional search engine where they make 412 00:17:21,318 --> 00:17:23,200 a huge amount of money from Google Ads? 413 00:17:24,061 --> 00:17:26,303 And so do you think that, you know, I'm 414 00:17:26,343 --> 00:17:30,636 just reflecting and I'm thinking, is one 415 00:17:30,676 --> 00:17:32,217 of actually their biggest reasons of 416 00:17:32,578 --> 00:17:35,159 incorporating AI search into that search 417 00:17:35,179 --> 00:17:36,801 page, because they're trying to get people 418 00:17:36,881 --> 00:17:38,962 back to ensure that they can keep charging 419 00:17:39,142 --> 00:17:41,962 for adverts. Well, for sure. And listen, 420 00:17:42,002 --> 00:17:43,423 you know, it's all about, you know, who do 421 00:17:43,463 --> 00:17:46,483 we keep on our properties? And with regard 422 00:17:46,563 --> 00:17:48,443 to, um, Google, you know, they have the 423 00:17:48,463 --> 00:17:51,144 whole ecosystem of Google maps of Google 424 00:17:51,184 --> 00:17:53,604 search of Google images and YouTube and so 425 00:17:53,664 --> 00:17:54,905 on, but they want to keep you on their 426 00:17:54,945 --> 00:17:57,205 properties on their land. And they don't 427 00:17:57,405 --> 00:17:59,586 really want you to move elsewhere. And, 428 00:18:00,066 --> 00:18:01,706 and I think what's interesting for them is 429 00:18:01,746 --> 00:18:03,826 the threat was primarily social networks, 430 00:18:04,206 --> 00:18:06,987 but now we have independent platforms like 431 00:18:07,547 --> 00:18:10,128 a perplexity like chat GPT and a few 432 00:18:10,168 --> 00:18:11,048 others are going to come along 433 00:18:11,068 --> 00:18:13,389 particularly national. So for example in 434 00:18:13,469 --> 00:18:15,389 France they have something called mistrial 435 00:18:15,609 --> 00:18:17,570 which is actually pretty good and so it 436 00:18:17,590 --> 00:18:21,291 goes on. So for me this idea of how do we 437 00:18:21,771 --> 00:18:24,212 kind of continue to evolve the search 438 00:18:24,272 --> 00:18:25,832 experience and we're always thinking from 439 00:18:25,892 --> 00:18:28,633 a business point of view but as a user if 440 00:18:28,653 --> 00:18:30,434 you have a simple question usually they 441 00:18:30,514 --> 00:18:33,175 are a simple question and you can give a 442 00:18:33,295 --> 00:18:35,516 quick summary with the ability to click on 443 00:18:35,556 --> 00:18:37,917 that link symbol that most people want. 444 00:18:38,678 --> 00:18:41,499 And then, you know, within a few seconds, 445 00:18:41,519 --> 00:18:43,320 you kind of go, ah, brilliant, I kind of 446 00:18:43,360 --> 00:18:46,262 got what I needed here. And the beauty of 447 00:18:46,282 --> 00:18:48,203 being able to save those searches for a 448 00:18:48,503 --> 00:18:50,984 more deep dive kind of, you know, 449 00:18:51,504 --> 00:18:53,585 interaction, I think is interesting. But 450 00:18:53,685 --> 00:18:56,187 you're right, it is competing for our time 451 00:18:56,247 --> 00:18:58,808 budget. You know, the average, certainly 452 00:18:58,828 --> 00:19:02,010 in the UK, person spends, to the tune of 453 00:19:02,010 --> 00:19:04,510 69 hours a day online. And they want that 454 00:19:04,611 --> 00:19:06,171 the vast majority to be on their 455 00:19:06,211 --> 00:19:09,792 platforms. It just reminds me of Google 456 00:19:09,933 --> 00:19:14,474 trying Google plus trying to be the king 457 00:19:14,594 --> 00:19:17,615 of, uh, of social networks, but failing, 458 00:19:17,936 --> 00:19:20,096 but the Gemini Gemini Gemini is doing 459 00:19:20,116 --> 00:19:23,278 well. Uh, and, uh, and I, I am embraced 460 00:19:23,318 --> 00:19:26,285 with, with, um, uh, AI on search pages. 461 00:19:26,305 --> 00:19:29,586 Um, I think the key points for me, uh, 462 00:19:29,907 --> 00:19:31,907 like I've already said, and, and, and like 463 00:19:31,927 --> 00:19:35,208 the article talks about, uh, focus on best 464 00:19:35,248 --> 00:19:38,669 practices, focus on, uh, top of the funnel 465 00:19:38,689 --> 00:19:42,450 keywords, um, and, uh, and, and really 466 00:19:42,690 --> 00:19:45,431 consider, um, you know, what you would 467 00:19:45,491 --> 00:19:47,252 normally do from an SEO point of view, 468 00:19:48,072 --> 00:19:50,413 make sure you're doing that stuff. So, uh, 469 00:19:50,673 --> 00:19:54,685 uh, a good topic. Let's move on to our 470 00:19:54,725 --> 00:19:57,546 third segment, which is the website engine 471 00:19:57,586 --> 00:19:57,766 room. 472 00:20:05,068 --> 00:20:07,009 Next segment of the show, we select two 473 00:20:07,149 --> 00:20:08,889 apps, two software solutions, maybe a 474 00:20:08,929 --> 00:20:11,130 piece of kit that can make life easier as 475 00:20:11,150 --> 00:20:14,350 a content creator and website manager. So 476 00:20:14,450 --> 00:20:16,211 Johnny, what is your selection for episode 477 00:20:16,211 --> 00:20:20,082 35? So we've been talking a lot about AI 478 00:20:20,763 --> 00:20:24,808 and this one is AI videos. Now you know 479 00:20:24,868 --> 00:20:28,292 this is becoming a bit scary in the fact 480 00:20:28,373 --> 00:20:30,736 that you are starting to potentially see 481 00:20:30,796 --> 00:20:34,481 videos online that are made with AI but 482 00:20:34,521 --> 00:20:37,664 you don't necessarily know. And one of the 483 00:20:37,744 --> 00:20:41,625 tools that came up in a number of 484 00:20:41,665 --> 00:20:44,907 conversations was SendPotion.com. 485 00:20:45,387 --> 00:20:47,348 SendPotion.com. As we say, all the links 486 00:20:47,368 --> 00:20:49,149 will always be in the show notes. It's a 487 00:20:49,189 --> 00:20:52,530 way to make AI videos from text in your 488 00:20:52,710 --> 00:20:55,592 own face and voice. You can customize 489 00:20:55,612 --> 00:20:57,653 video backgrounds, turn screen recordings 490 00:20:57,693 --> 00:21:02,114 to AI videos, and much more. It's worth 491 00:21:02,194 --> 00:21:05,416 having a play with just to get a feel for 492 00:21:05,936 --> 00:21:09,537 where things are going and how easy some 493 00:21:09,577 --> 00:21:11,858 of this is. Now, you know, we always 494 00:21:14,539 --> 00:21:17,941 advocate for authenticity. We advocate for 495 00:21:17,981 --> 00:21:22,023 being real, for really good content. But 496 00:21:22,223 --> 00:21:26,068 just like we talk about AI as in chat GPT, 497 00:21:26,128 --> 00:21:28,391 Gemini, perplexity, we talk about it being 498 00:21:28,431 --> 00:21:30,914 a digital assistant. We talk about it how 499 00:21:30,974 --> 00:21:33,277 it fits in the workflow. It's all about 500 00:21:33,858 --> 00:21:36,201 what you say to it, how you use it, where 501 00:21:36,261 --> 00:21:39,665 you use it in the workflow. Likewise, AI 502 00:21:39,685 --> 00:21:41,947 videos have a place, and it's just about 503 00:21:42,047 --> 00:21:43,889 how you use them, and it's about being 504 00:21:43,949 --> 00:21:46,392 authentic with them. But yeah, SendPotion, 505 00:21:46,552 --> 00:21:48,614 it's worth having a look. They have a free 506 00:21:48,654 --> 00:21:51,637 version, and their pricing isn't too bad. 507 00:21:52,298 --> 00:21:53,839 From a lot of the videos I've seen 508 00:21:53,879 --> 00:21:57,079 produced, it's worth having a play. Thank 509 00:21:57,099 --> 00:21:58,680 you very much. And listen, you know, part 510 00:21:58,720 --> 00:22:00,580 of what we do with regard to the website 511 00:22:00,600 --> 00:22:02,581 engine room is to ask you to have a play 512 00:22:02,601 --> 00:22:04,541 to experiment, because this is the 513 00:22:04,561 --> 00:22:07,062 precursor of maybe the next evolution of 514 00:22:07,082 --> 00:22:09,303 what this platform is all about. And, you 515 00:22:09,523 --> 00:22:11,343 know, I said this in the masterclass that 516 00:22:11,403 --> 00:22:13,864 I host on AI and digital marketing, this 517 00:22:13,904 --> 00:22:16,325 idea of becoming a skilled operator of the 518 00:22:16,385 --> 00:22:18,386 tools of the time. And I think 519 00:22:18,406 --> 00:22:20,486 ScentPotion, at first you can go, well, 520 00:22:20,766 --> 00:22:22,387 why would I want to have a copy of myself? 521 00:22:23,508 --> 00:22:25,450 with my voice and my face out there. I 522 00:22:25,470 --> 00:22:27,553 said, well, maybe because in six months 523 00:22:27,593 --> 00:22:29,375 time, you're going to discover a very 524 00:22:29,395 --> 00:22:31,497 valid use case about this, but this time 525 00:22:31,537 --> 00:22:33,980 you're ready to email. And I think really 526 00:22:34,000 --> 00:22:36,543 my selection is a bit like this. So Meta, 527 00:22:36,943 --> 00:22:38,545 the parent company of Facebook, Instagram, 528 00:22:38,585 --> 00:22:41,128 WhatsApp, Messenger, and many more. has 529 00:22:41,168 --> 00:22:44,490 released their kind of large-range model. 530 00:22:44,770 --> 00:22:47,732 So a competitor to GPT, to Gemini, to 531 00:22:47,792 --> 00:22:51,254 Copilot, and the others, meta.ai. So what 532 00:22:51,274 --> 00:22:52,634 I've done, I've done the experiment where 533 00:22:52,654 --> 00:22:54,996 I've literally copied and pasted the same 534 00:22:55,316 --> 00:22:56,856 prompts, the same briefing, the same 535 00:22:56,897 --> 00:22:59,458 instructions that I have recorded on the 536 00:22:59,478 --> 00:23:01,559 other platform. And I have to say, the 537 00:23:01,579 --> 00:23:04,480 results are better. It's more 538 00:23:04,640 --> 00:23:06,481 conversational, which we understand coming 539 00:23:06,501 --> 00:23:08,382 from the social network. It's a bit more 540 00:23:08,442 --> 00:23:10,923 detailed. It's a bit more kind of keen to 541 00:23:10,963 --> 00:23:12,624 help out. But that's what happens when you 542 00:23:12,664 --> 00:23:14,505 wait for the others to get on with their 543 00:23:14,545 --> 00:23:16,145 stuff. You can kind of look at what 544 00:23:16,165 --> 00:23:18,546 they've been up to and then release you on 545 00:23:18,686 --> 00:23:21,948 one. But there's also from the conference 546 00:23:22,008 --> 00:23:25,830 that was delivered a few weeks ago now, 547 00:23:26,450 --> 00:23:28,051 where Meta are really seeing things like 548 00:23:28,451 --> 00:23:32,033 the smart classes and VideoGen, which is 549 00:23:32,093 --> 00:23:35,095 their version of text-to-video. So we're 550 00:23:35,295 --> 00:23:37,737 going to see, again, a lot of platforms 551 00:23:38,117 --> 00:23:40,058 fighting for our attention and our budget. 552 00:23:40,778 --> 00:23:43,041 But I thought meta.ai would be a very, 553 00:23:43,161 --> 00:23:46,945 very helpful additional team member as 554 00:23:47,005 --> 00:23:48,806 part of the digital assistant. And I've 555 00:23:48,847 --> 00:23:51,789 also put in the show notes, Johnny, a link 556 00:23:51,830 --> 00:23:55,413 to the official website for meta.ai. So 557 00:23:55,433 --> 00:23:58,176 meta.ai takes you right into the belly of 558 00:23:58,216 --> 00:24:01,119 the chatbot, so to speak, but ai.meta.com, 559 00:24:01,419 --> 00:24:03,421 you can spend some time to study what they 560 00:24:03,461 --> 00:24:05,282 have in mind. Interestingly, they are 561 00:24:05,342 --> 00:24:07,263 thinking of creating also some AI 562 00:24:07,323 --> 00:24:10,864 characters. So a real kind of virtual 563 00:24:10,884 --> 00:24:12,965 representation of your system. I wonder 564 00:24:12,985 --> 00:24:14,766 whether there's a link between that and 565 00:24:14,846 --> 00:24:16,666 SendPotion, where maybe the future is not 566 00:24:16,706 --> 00:24:19,427 so much a copy of you, Johnny, but a 567 00:24:19,827 --> 00:24:22,108 mascot of sorts that the business has 568 00:24:22,148 --> 00:24:25,669 adopted that can be part of the experience 569 00:24:25,750 --> 00:24:28,643 with customer interaction. Thanks very 570 00:24:28,683 --> 00:24:30,765 much, Pascal. Yeah, let us have a play. 571 00:24:30,825 --> 00:24:33,447 Let us know what you think. Our final 572 00:24:33,487 --> 00:24:35,930 segment, we always finish with the website 573 00:24:35,970 --> 00:24:36,771 call to action. 574 00:24:44,190 --> 00:24:45,771 Now this is about the one change or one 575 00:24:45,811 --> 00:24:47,132 adjustment you should be making right now 576 00:24:47,172 --> 00:24:49,114 to your website. Jonny, what is your 577 00:24:49,134 --> 00:24:53,358 recommendation? So really simply break 578 00:24:53,438 --> 00:24:56,981 down your forms, make them easier to fill 579 00:24:57,101 --> 00:25:01,504 out, add trust signals and pre-tick 580 00:25:01,825 --> 00:25:06,467 marketing opt-ins. So with clauses making 581 00:25:06,507 --> 00:25:08,148 it clear that you're following privacy 582 00:25:08,188 --> 00:25:11,610 policies and TNCs, but what I'm talking 583 00:25:11,630 --> 00:25:13,471 about here is contact forms or any type of 584 00:25:13,491 --> 00:25:15,532 form that you've got on your website. How 585 00:25:15,592 --> 00:25:17,873 could you break it down and how could you 586 00:25:18,453 --> 00:25:20,734 take people on a journey and get them to 587 00:25:20,814 --> 00:25:23,556 fill that out and I think a bit of it is 588 00:25:23,676 --> 00:25:25,478 using behavioral science. I think it's 589 00:25:25,498 --> 00:25:27,160 about the wording, I think it's about 590 00:25:27,220 --> 00:25:29,081 adding those trust signals, I think it's 591 00:25:29,121 --> 00:25:31,444 about just simply breaking it down and 592 00:25:31,484 --> 00:25:33,966 making it into a workflow. Now, I do not 593 00:25:34,146 --> 00:25:36,829 advocate these guys whatsoever. However, 594 00:25:37,369 --> 00:25:40,392 Ocean Finance, the credit card, please do 595 00:25:40,452 --> 00:25:44,376 not apply and I absolutely don't advocate 596 00:25:44,416 --> 00:25:47,118 them. However, Whoever is in their 597 00:25:47,178 --> 00:25:51,320 marketing department knows how to create a 598 00:25:51,460 --> 00:25:53,982 really, really good form. So if you 599 00:25:54,242 --> 00:25:57,423 Google, apply for an Ocean Finance credit 600 00:25:57,463 --> 00:25:59,565 card, I'll put the link in the chat notes. 601 00:25:59,685 --> 00:26:03,107 As I said, please don't apply. And this is 602 00:26:03,167 --> 00:26:05,928 not what this is about. But have a look at 603 00:26:05,988 --> 00:26:10,110 their so simple form. It's so clever. The 604 00:26:10,170 --> 00:26:14,383 wording, it just, It breaks the whole 605 00:26:14,424 --> 00:26:17,445 thing down. The wording's extremely 606 00:26:17,505 --> 00:26:20,107 clever. It starts using the data that 607 00:26:20,127 --> 00:26:22,468 you're putting in. It starts straight away 608 00:26:22,628 --> 00:26:27,211 using in some of the next pages. And as I 609 00:26:27,231 --> 00:26:28,972 said, it adds lots of trust signals as 610 00:26:29,012 --> 00:26:30,313 well. So it's using behavioral science. 611 00:26:30,353 --> 00:26:32,014 It's breaking the forms down. Have a look 612 00:26:32,314 --> 00:26:35,175 at Ocean Finances, apply credit card, and 613 00:26:35,195 --> 00:26:36,416 that will be my call to action. Break your 614 00:26:36,436 --> 00:26:38,517 forms down, get more people converting. 615 00:26:38,697 --> 00:26:39,978 It's all about conversion rates. What's 616 00:26:40,078 --> 00:26:42,260 yours, Pascal? Well, I want to break 617 00:26:42,280 --> 00:26:44,641 things down also, but I want to talk about 618 00:26:45,041 --> 00:26:48,023 the regular content marketing or the 619 00:26:48,063 --> 00:26:50,185 content ideas meeting. And I want people 620 00:26:50,245 --> 00:26:52,607 to kind of almost rethink and reset the 621 00:26:52,667 --> 00:26:54,328 agenda for that meeting. But to begin 622 00:26:54,368 --> 00:26:56,189 with, I think it's wholly appropriate for 623 00:26:56,209 --> 00:26:59,011 this to become the AI and content 624 00:26:59,111 --> 00:27:01,533 marketing meeting. I would suggest a 625 00:27:01,553 --> 00:27:03,194 couple of hours a month is probably what 626 00:27:03,234 --> 00:27:05,235 you need to think through what you're 627 00:27:05,255 --> 00:27:07,417 going to be doing for the coming month or 628 00:27:07,477 --> 00:27:10,138 quarter. So I would say six elements to 629 00:27:10,198 --> 00:27:12,980 your new agenda of sort. Number one is 630 00:27:13,000 --> 00:27:14,521 you're celebrating your wins. People do 631 00:27:14,541 --> 00:27:16,823 that often enough. So what's worked well, 632 00:27:16,843 --> 00:27:19,144 you know, what are we kind of getting in 633 00:27:19,164 --> 00:27:20,965 terms of commercial wins, but about 634 00:27:21,205 --> 00:27:23,227 operational wins, but also technological 635 00:27:23,287 --> 00:27:25,188 wins. So can we list all those wins? 636 00:27:25,248 --> 00:27:26,989 Because in there, it could be the spark of 637 00:27:27,029 --> 00:27:29,491 an idea, which is for the second item on 638 00:27:29,511 --> 00:27:31,252 the agenda, which is let's get creative. 639 00:27:31,652 --> 00:27:34,314 Any new content ideas, questions that our 640 00:27:34,334 --> 00:27:36,015 customers have been asking recently, any 641 00:27:36,055 --> 00:27:37,877 new formats or even events we should be 642 00:27:37,897 --> 00:27:40,298 tapping into. So that kind of takes care 643 00:27:40,398 --> 00:27:41,859 of the part of the meeting. The next thing 644 00:27:41,879 --> 00:27:44,301 should be exploring AI tools and apps and 645 00:27:44,361 --> 00:27:46,163 collectively with your, you know, with 646 00:27:46,183 --> 00:27:48,244 your teammates, explore what's working 647 00:27:48,284 --> 00:27:49,785 well, what's not working and being them, 648 00:27:49,805 --> 00:27:51,927 but also any new tools that we should be 649 00:27:51,987 --> 00:27:54,248 testing, perhaps recommended by Johnny and 650 00:27:54,288 --> 00:27:57,250 Pascal. Number four on the agenda, Then 651 00:27:57,390 --> 00:27:59,731 schedule that content and look at themes 652 00:28:00,091 --> 00:28:02,411 and topics and ideally look at the next 653 00:28:02,931 --> 00:28:05,072 quarter if you can. But you should also 654 00:28:05,112 --> 00:28:06,972 spend some time, which is item number five 655 00:28:07,032 --> 00:28:09,332 on the agenda, on just some notional ideas 656 00:28:09,352 --> 00:28:10,553 of how you're going to spread the word. 657 00:28:10,593 --> 00:28:12,573 Because I think people, Jonny, spend still 658 00:28:12,613 --> 00:28:15,454 a lot of time on the content creation, but 659 00:28:15,574 --> 00:28:17,534 not on the promotion of that content. So 660 00:28:17,834 --> 00:28:19,054 then it lives on your website, no one 661 00:28:19,074 --> 00:28:20,775 knows about it, it goes on social media, 662 00:28:20,975 --> 00:28:22,735 we don't get enough shares. The spreading 663 00:28:22,755 --> 00:28:24,717 of the word is very important. And then 664 00:28:24,757 --> 00:28:27,319 the final item is when you assign the task 665 00:28:27,379 --> 00:28:29,300 and the deadline, ask yourself the 666 00:28:29,340 --> 00:28:31,702 question, can AI help with the 667 00:28:31,742 --> 00:28:33,884 productivity and keeping it on track? And 668 00:28:33,904 --> 00:28:36,806 I think this AI content marketing meeting 669 00:28:37,006 --> 00:28:39,268 needs to be just a bit more broken down 670 00:28:39,308 --> 00:28:42,330 now than it is now. Six suggestions, they 671 00:28:42,390 --> 00:28:44,372 are in the show notes for you to review. I 672 00:28:44,392 --> 00:28:45,173 think that's going to make a big 673 00:28:45,193 --> 00:28:45,573 difference. 674 00:28:50,352 --> 00:28:53,274 Fantastic. What great call to actions as 675 00:28:53,374 --> 00:28:57,978 always. We have found ourselves in 676 00:28:58,318 --> 00:29:00,299 many recent episodes talking lots about 677 00:29:00,399 --> 00:29:04,062 AI, but rightly so. Like we always say, 678 00:29:04,242 --> 00:29:06,504 it's a great digital assistant. It's all 679 00:29:06,544 --> 00:29:07,725 about embracing it, but it's about 680 00:29:07,785 --> 00:29:09,166 understanding how to get the most out of 681 00:29:09,206 --> 00:29:11,787 it. We talked about hosting. virtual 682 00:29:12,967 --> 00:29:16,008 shared servers or dedicated servers, find 683 00:29:16,208 --> 00:29:19,849 out, do you even know what your website is 684 00:29:19,889 --> 00:29:21,670 hosted on? That would be a question. And 685 00:29:21,710 --> 00:29:24,391 if you don't know the answer, start asking 686 00:29:24,411 --> 00:29:26,391 some questions because I imagine that a 687 00:29:26,431 --> 00:29:28,672 few of you don't. And if you do know the 688 00:29:28,752 --> 00:29:31,132 answer, start challenging them in terms of 689 00:29:31,212 --> 00:29:32,933 when was the software last updated, what 690 00:29:32,953 --> 00:29:34,433 other websites are on there, et cetera, et 691 00:29:34,473 --> 00:29:36,834 cetera. And we've covered some great apps 692 00:29:36,894 --> 00:29:40,295 and tools and some good call to actions. 693 00:29:41,155 --> 00:29:42,657 It's a time to go through your show notes 694 00:29:42,757 --> 00:29:47,342 and reflect and bite-size this down 695 00:29:47,843 --> 00:29:49,184 and start putting some of these things 696 00:29:49,244 --> 00:29:51,667 into place. And of course, visit the 697 00:29:51,687 --> 00:29:55,431 90-day website, masterymarketing.com 698 00:29:55,471 --> 00:29:58,475 website, where you can get There's an 699 00:29:58,955 --> 00:30:01,237 e-book full of lots of the tools that 700 00:30:01,277 --> 00:30:03,198 we've gone through. And we have the action 701 00:30:03,318 --> 00:30:04,920 randomizer, which gives you those 702 00:30:05,020 --> 00:30:07,922 bite-sized call-to-actions. So if you've 703 00:30:07,942 --> 00:30:10,644 got a little gap on a Friday afternoon, 704 00:30:11,065 --> 00:30:12,786 roll the dice on our website, and it'll 705 00:30:12,806 --> 00:30:14,327 give you a bite-sized little thing that 706 00:30:14,367 --> 00:30:16,689 you could go in action right now on your 707 00:30:16,729 --> 00:30:20,631 website. Pascal, great episode. Thank you 708 00:30:20,671 --> 00:30:22,212 very much. You reminded me of the mantra 709 00:30:22,332 --> 00:30:25,093 of, I want to bring back to the four. It's 710 00:30:25,193 --> 00:30:27,194 all about very simple things done very 711 00:30:27,234 --> 00:30:31,456 well, very often on, on that note, you 712 00:30:31,496 --> 00:30:33,437 couldn't have said it any better. Thank 713 00:30:33,477 --> 00:30:36,318 you so much for joining us. Please do 714 00:30:37,179 --> 00:30:40,681 reply on our social medias. Let us know 715 00:30:40,721 --> 00:30:43,353 what you think. give us some topics to 716 00:30:43,394 --> 00:30:47,359 discuss. We really enjoy helping you start 717 00:30:47,459 --> 00:30:49,642 making you feel proud of your website 718 00:30:49,682 --> 00:30:51,385 again. Thanks for joining us. We will see 719 00:30:51,405 --> 00:30:52,787 you all soon. Take care. Bye-bye.