1 00:00:15,480 --> 00:00:18,580 Hello and welcome to another episode of 2 00:00:18,580 --> 00:00:21,620 the 90 Day Website Mastery Podcast. It's 3 00:00:21,620 --> 00:00:24,340 episode 31. We're excited to bring you 4 00:00:24,340 --> 00:00:26,100 even more valuable insights and practical 5 00:00:26,100 --> 00:00:28,600 advice to help you enhance your website's 6 00:00:28,620 --> 00:00:30,520 performance. Join us as we explore 7 00:00:30,520 --> 00:00:32,280 strategies to make your website work 8 00:00:32,280 --> 00:00:34,540 harder for you and reignite your pride in 9 00:00:34,540 --> 00:00:37,080 your online presence. I'm here with my 10 00:00:37,080 --> 00:00:39,540 co-host Pascal Fintoni and we have 4 11 00:00:39,540 --> 00:00:41,940 segments in each episode. We start with 12 00:00:41,940 --> 00:00:43,620 you ask, we answer where we've got a 13 00:00:43,620 --> 00:00:45,700 question submitted by our community 14 00:00:45,880 --> 00:00:49,120 asking us if we can help solve something 15 00:00:49,120 --> 00:00:52,360 for you. We have the website stories 16 00:00:52,380 --> 00:00:55,120 where 1 article or podcast or perhaps a 17 00:00:55,120 --> 00:00:56,960 video has taken our interest and we want 18 00:00:56,960 --> 00:00:58,980 to explore it further. And we then move 19 00:00:58,980 --> 00:01:00,460 onto the website engine room where we 20 00:01:00,460 --> 00:01:03,780 share an app each or a piece of kit that 21 00:01:03,780 --> 00:01:06,960 we can help you as a website manager and 22 00:01:06,960 --> 00:01:09,220 a website content creator make your life 23 00:01:09,220 --> 00:01:11,480 easier and be proud of your website. And 24 00:01:11,480 --> 00:01:13,100 then lastly, of course, we finish with a 25 00:01:13,100 --> 00:01:15,060 call to action. Every piece of content 26 00:01:15,060 --> 00:01:17,020 should have a call to action. So our last 27 00:01:17,020 --> 00:01:18,880 segment is the website call to action. 28 00:01:18,880 --> 00:01:20,520 Pascal, how are you today? 29 00:01:21,020 --> 00:01:22,620 I'm very good. Listen, I've gone through 30 00:01:22,620 --> 00:01:24,340 the show notes and this is going to be 31 00:01:24,340 --> 00:01:26,220 another 1 that's packed full with 32 00:01:26,220 --> 00:01:29,240 suggestions, advice, and hints. And a lot 33 00:01:29,240 --> 00:01:31,180 of it will be actually giving people lots 34 00:01:31,180 --> 00:01:33,160 of prep research and homework. I hope you 35 00:01:33,160 --> 00:01:34,580 don't mind, but this is what it's all 36 00:01:34,580 --> 00:01:36,340 about. You've got to investigate, you've 37 00:01:36,340 --> 00:01:38,280 got to upskill yourselves into what it 38 00:01:38,280 --> 00:01:40,760 means to be a website manager. And I 39 00:01:40,760 --> 00:01:42,320 think you're going to find the Ask We 40 00:01:42,320 --> 00:01:44,940 Answer and website stories particularly 41 00:01:44,980 --> 00:01:45,480 interesting. 42 00:01:46,240 --> 00:01:48,740 Well, with that note, let's move on to 43 00:01:48,740 --> 00:01:50,340 You Ask, We Answer. 44 00:01:57,240 --> 00:01:59,080 Now, this is a question that I spotted 45 00:02:00,040 --> 00:02:02,300 online. I'm going to say from memory, 46 00:02:02,320 --> 00:02:04,760 LinkedIn, but I could be wrong. And there 47 00:02:04,760 --> 00:02:06,560 was some exchanges in and around 48 00:02:06,560 --> 00:02:10,180 websites, stats, analytics, and so on, 49 00:02:10,180 --> 00:02:12,200 Johnny. And somebody actually quite 50 00:02:12,200 --> 00:02:14,240 smartly said, listen, can we just keep 51 00:02:14,240 --> 00:02:17,000 things simple? I keep hearing that I've 52 00:02:17,000 --> 00:02:18,880 got to get ready for a cookie-less 53 00:02:19,440 --> 00:02:22,260 internet. And I'm really not sure that 54 00:02:22,280 --> 00:02:24,640 people know what it means. Certainly, I 55 00:02:24,640 --> 00:02:26,380 could do someone explain to me what it 56 00:02:26,380 --> 00:02:28,480 means in plain English and what I should 57 00:02:28,480 --> 00:02:30,060 do about it. And then people kind of 58 00:02:30,060 --> 00:02:32,100 plowed in and make things even more 59 00:02:32,100 --> 00:02:34,060 complicated. So this is going to be, 60 00:02:34,060 --> 00:02:36,380 Johnny, and my attempts to make things 61 00:02:36,380 --> 00:02:38,500 very, very simple and clarify what we 62 00:02:38,500 --> 00:02:40,700 mean by a cookie less. But perhaps, 63 00:02:40,720 --> 00:02:42,600 Johnny, do you want to start by telling 64 00:02:42,600 --> 00:02:44,680 us about cookies, which I know I'm very 65 00:02:44,680 --> 00:02:47,540 fond of, in terms of eating them, but 66 00:02:47,540 --> 00:02:50,940 also, yeah, once again, a bizarre term 67 00:02:50,940 --> 00:02:52,860 that has been adopted a long time ago 68 00:02:52,860 --> 00:02:55,080 that maybe people have lost track of its 69 00:02:55,080 --> 00:02:55,580 meaning. 70 00:02:56,280 --> 00:02:57,960 Chocolate chip ones are probably my 71 00:02:57,960 --> 00:03:02,560 favorite. And interestingly, there was my 72 00:03:02,560 --> 00:03:06,600 8 year old was using the Amazon Firestick 73 00:03:06,600 --> 00:03:08,560 the other day and it came up with some 74 00:03:08,560 --> 00:03:10,300 kind of cookie consent for some strange 75 00:03:10,300 --> 00:03:12,640 reason. Normally you only see that on the 76 00:03:12,640 --> 00:03:14,340 setup, but anyway, she was laughing her 77 00:03:14,340 --> 00:03:17,360 head off saying, daddy, it's asking me 78 00:03:18,120 --> 00:03:21,760 about cookies on my TV screen. So there 79 00:03:21,760 --> 00:03:24,000 we go, but you're right. So cookies in 80 00:03:24,000 --> 00:03:26,960 the terms of websites and digital, they 81 00:03:26,960 --> 00:03:30,480 are small text files that sit on your 82 00:03:30,480 --> 00:03:35,040 device and help website owners, help 83 00:03:35,220 --> 00:03:39,000 analytics, help advertisers track what 84 00:03:39,000 --> 00:03:43,100 you're doing. And also are used for being 85 00:03:43,100 --> 00:03:44,920 able to, perhaps you've logged into 86 00:03:44,920 --> 00:03:47,620 something, that cookie enables you to 87 00:03:47,620 --> 00:03:50,460 stay logged in on that device. So they 88 00:03:50,460 --> 00:03:52,460 can be extremely helpful, but they can 89 00:03:52,460 --> 00:03:56,200 really go into your privacy. And and 90 00:03:56,200 --> 00:03:58,100 they're certainly used for for tracking 91 00:03:58,100 --> 00:04:00,320 what's going on. But there's big changes. 92 00:04:01,300 --> 00:04:03,640 And And probably Apple were way ahead of 93 00:04:03,640 --> 00:04:08,200 this, stopping third-party cookies a long 94 00:04:08,200 --> 00:04:11,720 time ago. So the likes of Facebook 95 00:04:11,720 --> 00:04:13,840 advertising, Instagram advertising would 96 00:04:13,840 --> 00:04:16,640 use the cookie to be able to remarket to 97 00:04:16,640 --> 00:04:17,800 you, to be able to track what you're 98 00:04:17,800 --> 00:04:19,480 doing, to be able to track which websites 99 00:04:19,480 --> 00:04:22,800 you're going to. And that would help Meta 100 00:04:22,800 --> 00:04:24,960 decide how to advertise and who to 101 00:04:24,960 --> 00:04:28,220 advertise to. But the likes of Apple 102 00:04:28,220 --> 00:04:31,300 stopped that third party tracking quite a 103 00:04:31,300 --> 00:04:33,860 while ago. And are limiting first party 104 00:04:33,860 --> 00:04:36,440 tracking. So I'm conscious I don't want 105 00:04:36,440 --> 00:04:39,480 to go too detailed Pascal, so to help 106 00:04:39,480 --> 00:04:42,120 bring me back. But yeah, in answer to the 107 00:04:42,120 --> 00:04:44,100 initial question, what are cookies? I 108 00:04:44,100 --> 00:04:45,780 guess I've given some answer there. 109 00:04:46,120 --> 00:04:47,720 So that means that the expression a 110 00:04:47,720 --> 00:04:50,440 cookie less world or internet is not true 111 00:04:50,440 --> 00:04:52,740 because you're still going to have your 112 00:04:52,740 --> 00:04:54,580 own cookie. So as a website manager and 113 00:04:54,580 --> 00:04:56,220 owner, you're going to have the ability 114 00:04:56,220 --> 00:04:58,440 to make life easier for yourself and your 115 00:04:58,440 --> 00:04:59,940 visitors. I thought it was important. 116 00:05:00,060 --> 00:05:01,340 Thank you, Johnny, that you reminded us 117 00:05:01,340 --> 00:05:03,220 that we get benefits from visiting 118 00:05:03,220 --> 00:05:05,100 website more than once. We don't have to 119 00:05:05,100 --> 00:05:07,660 necessarily re-enter our details again, 120 00:05:07,660 --> 00:05:10,020 or we can see the pages that we visited 121 00:05:10,200 --> 00:05:13,520 being recommended and so on. So the issue 122 00:05:13,520 --> 00:05:16,080 is more, well, the issue, actually, what 123 00:05:16,080 --> 00:05:19,840 I welcome is a more private way in which 124 00:05:19,840 --> 00:05:22,860 you can use web browsers and visit the 125 00:05:22,860 --> 00:05:27,040 internet. So the kind of reaction, the 126 00:05:27,040 --> 00:05:29,240 open arms kind of reaction comes from, I 127 00:05:29,240 --> 00:05:31,100 would say perhaps less ethical marketers 128 00:05:31,100 --> 00:05:33,680 to begin with, I would argue, but also, 129 00:05:33,980 --> 00:05:36,900 yeah, well, nothing can last forever. I 130 00:05:36,900 --> 00:05:39,860 agree to a point that Google is playing a 131 00:05:39,860 --> 00:05:41,600 clever game as well, saying, well, we're 132 00:05:41,600 --> 00:05:43,940 going to stop all of you, but ourselves, 133 00:05:44,500 --> 00:05:46,160 tracking things and so on. So yeah, we're 134 00:05:46,160 --> 00:05:47,640 going to have that kind of things. But 135 00:05:47,640 --> 00:05:50,000 for me, it also brings back this idea of 136 00:05:50,000 --> 00:05:52,360 if you really want to have data and 137 00:05:52,360 --> 00:05:55,060 intelligence by your customers, current 138 00:05:55,060 --> 00:05:56,520 and future, you're going to have to use 139 00:05:56,520 --> 00:05:58,900 different methods. And interestingly, you 140 00:05:58,900 --> 00:06:00,420 know, I've explored this in previous 141 00:06:00,480 --> 00:06:02,700 episodes of this podcast and the 142 00:06:02,700 --> 00:06:05,520 webinars. So think about what advertising 143 00:06:06,080 --> 00:06:10,240 can help you capture interesting data 144 00:06:10,940 --> 00:06:13,300 about your customers. But also why don't 145 00:06:13,300 --> 00:06:16,120 you use that as a setting point by your 146 00:06:16,120 --> 00:06:18,740 organization that you've aligned your 147 00:06:18,740 --> 00:06:20,940 kind of activities and behavior to 148 00:06:20,940 --> 00:06:23,540 actually welcome and embrace a more 149 00:06:23,540 --> 00:06:24,600 private internet. 150 00:06:25,420 --> 00:06:27,380 Yeah, for sure. It is about privacy. It 151 00:06:27,380 --> 00:06:30,780 is absolutely about privacy. But the 152 00:06:30,780 --> 00:06:33,580 likes of Google, of course, have us using 153 00:06:33,580 --> 00:06:36,560 Google Chrome. And so they are not 154 00:06:36,560 --> 00:06:38,800 worried as much about a cookieless 155 00:06:40,160 --> 00:06:42,060 internet because they have so many 156 00:06:42,060 --> 00:06:44,520 people, such a high percentage using 157 00:06:44,520 --> 00:06:46,360 Google Chrome that they can still access 158 00:06:46,360 --> 00:06:48,120 a lot of data that they want to access 159 00:06:48,120 --> 00:06:51,420 anyway. But the likes, I guess the bigger 160 00:06:51,460 --> 00:06:54,740 issue from my point of view as a small 161 00:06:54,740 --> 00:06:57,260 business owner working with many small to 162 00:06:57,260 --> 00:06:59,240 medium businesses, I think the bigger 163 00:06:59,240 --> 00:07:02,780 issue is the likes of meta. So the likes 164 00:07:02,780 --> 00:07:04,740 of advertising and the likes of analytics 165 00:07:04,940 --> 00:07:07,020 even as well. So if you're using Google 166 00:07:07,020 --> 00:07:10,080 analytics, then there's a lot of ways 167 00:07:10,080 --> 00:07:13,900 that Google's combating this. But it's 168 00:07:13,900 --> 00:07:15,760 about making sure that, Let's take Google 169 00:07:15,760 --> 00:07:17,620 Analytics first. So it's about making 170 00:07:17,620 --> 00:07:20,360 sure that you set up as many event 171 00:07:20,900 --> 00:07:23,500 tracking things that you can put in place 172 00:07:23,500 --> 00:07:25,880 as possible. So helping Google understand 173 00:07:26,480 --> 00:07:27,860 what happens when someone clicks a 174 00:07:27,860 --> 00:07:29,440 button. Are you wanting people to watch a 175 00:07:29,440 --> 00:07:30,840 video? Or you want it, What do you want 176 00:07:30,840 --> 00:07:33,760 people to do? And have you used, for 177 00:07:33,760 --> 00:07:36,680 example, Google Tag Manager to tag the 178 00:07:36,680 --> 00:07:39,520 entire website so that Google can fully 179 00:07:39,520 --> 00:07:42,180 understand what you're wanting people to 180 00:07:42,180 --> 00:07:45,260 do and are they doing these things? And 181 00:07:45,260 --> 00:07:47,540 that's how you can build that analytical 182 00:07:47,620 --> 00:07:50,380 data to absolutely help from, for 183 00:07:50,380 --> 00:07:52,520 example, Google Ads. So if you want to 184 00:07:52,520 --> 00:07:54,000 perform well in Google Ads, then you 185 00:07:54,000 --> 00:07:55,460 really need to make sure that you've got 186 00:07:55,460 --> 00:07:57,320 as much event tracking going on, which 187 00:07:57,320 --> 00:07:59,660 we've said for years, but this takes it 188 00:07:59,660 --> 00:08:01,200 up to another level that sort of if 189 00:08:01,200 --> 00:08:03,420 you're not doing this now, then it has an 190 00:08:03,420 --> 00:08:05,620 impact on how your pay-per-click will 191 00:08:05,620 --> 00:08:09,380 perform and how your analytics data is 192 00:08:10,100 --> 00:08:12,620 how good that data is. So setting up 193 00:08:12,620 --> 00:08:14,240 events and then setting up key events and 194 00:08:14,240 --> 00:08:16,440 then likewise Inside Meta, there's a 195 00:08:16,440 --> 00:08:19,400 bigger issue because the only way for 196 00:08:19,400 --> 00:08:22,960 Meta to get data now is by you physically 197 00:08:22,960 --> 00:08:26,440 in a way giving it data. It can't rely on 198 00:08:26,440 --> 00:08:29,160 the cookies. So that's making sure that 199 00:08:29,160 --> 00:08:34,300 you've got the MetaPixel installed. It's 200 00:08:34,300 --> 00:08:37,580 making use of the conversion API so that 201 00:08:37,580 --> 00:08:40,680 you can again set the types of events and 202 00:08:40,680 --> 00:08:42,560 conversions on your website so that again 203 00:08:42,560 --> 00:08:44,340 you can make it abundantly clear to 204 00:08:44,340 --> 00:08:47,260 Facebook and Instagram what's going on on 205 00:08:47,260 --> 00:08:49,340 your website, what you want people to do, 206 00:08:49,340 --> 00:08:51,020 What happens when they click this button? 207 00:08:51,020 --> 00:08:52,420 What happens when they watch this video? 208 00:08:52,420 --> 00:08:54,080 What happens when they fill out this 209 00:08:54,080 --> 00:08:57,260 form? Because if you want good return on 210 00:08:57,260 --> 00:08:59,660 investment on any of these channels, then 211 00:08:59,660 --> 00:09:01,920 you have to help them understand what's a 212 00:09:01,920 --> 00:09:04,520 good conversion and what does engagement 213 00:09:04,860 --> 00:09:08,760 look like? And then it's about uploading 214 00:09:08,800 --> 00:09:10,800 customer lists and customer data. There's 215 00:09:10,800 --> 00:09:13,060 a whole GDPR question here, but it's 216 00:09:13,060 --> 00:09:15,940 about, are you prepared to give more data 217 00:09:16,040 --> 00:09:18,500 to the likes of Meta, because if you want 218 00:09:18,500 --> 00:09:20,180 to continue advertising with them, you're 219 00:09:20,180 --> 00:09:23,080 going to have to consider it. And that's 220 00:09:23,140 --> 00:09:25,080 the big fundamental change, I guess. 221 00:09:25,560 --> 00:09:28,160 Thank you very much. So for me, what does 222 00:09:28,160 --> 00:09:31,320 it mean to be operating in a cookie-less 223 00:09:31,560 --> 00:09:33,780 internet is to be more reflective, to be 224 00:09:33,780 --> 00:09:36,180 more strategic, and to reflect on your 225 00:09:36,180 --> 00:09:37,600 website and the environment that you 226 00:09:37,600 --> 00:09:39,900 control. And actually, are you currently 227 00:09:40,440 --> 00:09:43,540 squeezing enough intelligence about your 228 00:09:43,540 --> 00:09:45,760 visitors? And that could be the starting 229 00:09:45,760 --> 00:09:47,760 point to make sure that then if there is 230 00:09:47,760 --> 00:09:49,340 less data available to your list, you're 231 00:09:49,340 --> 00:09:51,400 getting more formats there. Then think 232 00:09:51,400 --> 00:09:54,580 about these kind of offsite interactions 233 00:09:54,820 --> 00:09:56,380 and what do you want from this? So you 234 00:09:56,380 --> 00:09:57,840 can break it down, pen and paper, 235 00:09:57,840 --> 00:09:59,900 whiteboard moment, and then this would 236 00:09:59,900 --> 00:10:02,040 give you the kind of framework for a 237 00:10:02,040 --> 00:10:04,360 conversation that you can have with your 238 00:10:04,360 --> 00:10:06,300 web developers, with the advertisers, you 239 00:10:06,300 --> 00:10:08,360 can send questions to Johnny and I and 240 00:10:08,360 --> 00:10:09,760 we'll take it from there. But for me, 241 00:10:09,760 --> 00:10:11,840 that's kind of the reaction is we're 242 00:10:11,840 --> 00:10:13,380 going to slow things down and be more 243 00:10:13,380 --> 00:10:15,840 reflective and just closing on that 244 00:10:15,840 --> 00:10:19,620 segment with a bit of trivia. If ever you 245 00:10:19,620 --> 00:10:22,260 want to experience where the cookies came 246 00:10:22,260 --> 00:10:24,520 from, apart from your favorite kind of 247 00:10:24,520 --> 00:10:27,040 biscuit manufacturer, according to a 248 00:10:27,040 --> 00:10:30,000 historian, this was invented in 1994 by 249 00:10:30,000 --> 00:10:32,640 an engineer working on Netscape, 1 of the 250 00:10:32,640 --> 00:10:33,660 early web browsers. 251 00:10:34,600 --> 00:10:36,240 Well, there we go. Let's move on to our 252 00:10:36,240 --> 00:10:38,940 next segment, which is website stories. 253 00:10:46,000 --> 00:10:47,320 Now, this is going to be a very 254 00:10:47,320 --> 00:10:48,920 interesting selection. We're not going to 255 00:10:48,920 --> 00:10:50,840 have time to go through all of it in 1 256 00:10:50,840 --> 00:10:52,520 go. And as I mentioned in introduction, 257 00:10:52,620 --> 00:10:54,380 this is going to be your prep on your 258 00:10:54,380 --> 00:10:57,400 research. But this was mentioned about a 259 00:10:57,400 --> 00:10:59,540 week ago, Johnny, in the green room, this 260 00:10:59,540 --> 00:11:03,380 idea of the news that Google search API 261 00:11:03,380 --> 00:11:06,380 documents had been leaked to actually 262 00:11:06,380 --> 00:11:07,980 someone that we're very fond of. There's 263 00:11:07,980 --> 00:11:09,480 been a voice of reason in the world of 264 00:11:09,480 --> 00:11:12,080 SEO and content marketing, Rand Fishkin, 265 00:11:12,120 --> 00:11:16,160 currently working at Spark Toro. So Rand 266 00:11:16,160 --> 00:11:19,280 Fishkin seemingly has received from an 267 00:11:19,280 --> 00:11:22,340 anonymous source, thousands of leaked 268 00:11:22,340 --> 00:11:24,750 document for the Google search API. And 269 00:11:24,750 --> 00:11:27,340 he wrote an article about it, which is 270 00:11:27,340 --> 00:11:29,660 the selection for today. You also run a 271 00:11:29,660 --> 00:11:31,860 webinar a few days ago. So I mean, the 272 00:11:31,860 --> 00:11:33,300 title says he told, you know, an 273 00:11:33,300 --> 00:11:35,280 anonymous source, share thousands of 274 00:11:35,280 --> 00:11:37,520 leaked Google search API documents with 275 00:11:37,520 --> 00:11:41,080 me, everyone in SEO should see them. So 276 00:11:41,080 --> 00:11:42,960 what is interesting back to his own 277 00:11:42,960 --> 00:11:44,960 values and the way he's been operated 278 00:11:45,180 --> 00:11:47,360 forever, he's not keeping it to himself, 279 00:11:47,360 --> 00:11:50,480 he's sharing it with everybody else. Now, 280 00:11:50,480 --> 00:11:52,660 the article and the other kind of 281 00:11:52,660 --> 00:11:55,440 commentaries talk about this idea of the 282 00:11:55,440 --> 00:11:59,380 confirmation by, you know, that what we 283 00:11:59,380 --> 00:12:02,360 thought was happening mechanically and 284 00:12:02,360 --> 00:12:04,720 intuitively is indeed the case that the 285 00:12:04,720 --> 00:12:07,380 algorithm is very complex. There's 286 00:12:07,380 --> 00:12:10,020 interconnection between different models. 287 00:12:10,600 --> 00:12:11,880 But what I thought was very, very 288 00:12:11,880 --> 00:12:13,780 interesting from the article and the 289 00:12:13,780 --> 00:12:15,640 early reaction, I mean, obviously at the 290 00:12:15,640 --> 00:12:17,260 time of publishing the article, Ranj 291 00:12:17,260 --> 00:12:18,840 Fiske and his colleagues, I don't have 292 00:12:18,840 --> 00:12:21,780 time to go through the entirety of the 293 00:12:21,780 --> 00:12:24,080 leaked document with this idea of 2 294 00:12:24,080 --> 00:12:27,380 things. The behavior on site seems to 295 00:12:27,620 --> 00:12:31,000 have an impact on your ranking on search 296 00:12:31,000 --> 00:12:33,600 engine results, primarily Google. So what 297 00:12:33,600 --> 00:12:36,600 people do and what they click and how 298 00:12:36,600 --> 00:12:38,700 long they stay and so on, it's something 299 00:12:38,700 --> 00:12:40,620 that actually having a massive influence 300 00:12:40,780 --> 00:12:43,460 and we cannot gather that ourselves but 301 00:12:43,460 --> 00:12:45,500 it's nice to have the confirmation. 302 00:12:45,960 --> 00:12:48,040 Clearly a bias towards Chrome browsers 303 00:12:48,260 --> 00:12:50,780 which is probably not helpful as 304 00:12:50,780 --> 00:12:54,060 information. Links being important, both 305 00:12:54,060 --> 00:12:56,680 internal links and external links. And 306 00:12:56,680 --> 00:13:00,380 this idea of, at a granular level, page 307 00:13:00,380 --> 00:13:02,160 title, which is something that you have 308 00:13:02,160 --> 00:13:04,020 claimed for many, many years, Johnny, 309 00:13:04,020 --> 00:13:06,540 that they're very, very important. And of 310 00:13:06,540 --> 00:13:08,860 course, this idea of making sure that 311 00:13:08,860 --> 00:13:11,840 content suggests authority, both in terms 312 00:13:11,840 --> 00:13:14,000 of the individuals in the business, but 313 00:13:14,000 --> 00:13:16,420 also at a site level. And I'm literally 314 00:13:16,420 --> 00:13:18,380 scanning through a summary statement, 315 00:13:18,380 --> 00:13:20,380 which is a lot busier than I have time to 316 00:13:20,380 --> 00:13:22,500 go through this. So I suppose for me, 317 00:13:22,500 --> 00:13:24,820 it's asking your reaction about the 318 00:13:24,820 --> 00:13:27,800 leaked document. Can it be trusted to 319 00:13:27,800 --> 00:13:30,060 begin with? But also, yeah, range 320 00:13:30,060 --> 00:13:31,940 generosity for sharing that information 321 00:13:32,120 --> 00:13:34,660 with everybody else. And also this idea 322 00:13:34,760 --> 00:13:37,860 of actually, once you settle and come 323 00:13:37,860 --> 00:13:40,660 down from the, would you say exciting 324 00:13:40,680 --> 00:13:43,320 news, it kind of confirms what we knew 325 00:13:43,320 --> 00:13:43,820 already. 326 00:13:45,060 --> 00:13:47,320 Yeah, yeah. And that's where I sit with 327 00:13:47,320 --> 00:13:51,660 this, that there's actually nothing new I 328 00:13:51,660 --> 00:13:54,960 don't think in here. And certainly if you 329 00:13:54,960 --> 00:13:58,680 were as an SEO expert to make assumptions 330 00:13:58,680 --> 00:14:00,720 on certain things, those assumptions are 331 00:14:00,720 --> 00:14:03,820 right. So all it's doing is backing up 332 00:14:03,820 --> 00:14:05,780 what we already believed and what we 333 00:14:05,780 --> 00:14:07,120 already knew and what we've already been 334 00:14:07,120 --> 00:14:09,620 saying for a long time. What I do like 335 00:14:09,620 --> 00:14:11,480 about it is it does clarify some of these 336 00:14:11,480 --> 00:14:14,240 things and it's sort of a, it's a data 337 00:14:14,240 --> 00:14:15,640 point to be able to turn around to people 338 00:14:15,640 --> 00:14:17,200 and say, well, actually look, you know, 339 00:14:17,200 --> 00:14:18,520 I've been saying this for a while and 340 00:14:18,520 --> 00:14:20,720 look, this is the case. So that whole 341 00:14:20,720 --> 00:14:22,600 thing of dwell time on a website, what, 342 00:14:22,600 --> 00:14:24,960 and how the, the user interacts and how 343 00:14:24,960 --> 00:14:26,800 they scroll and how long do they spend 344 00:14:26,800 --> 00:14:28,460 and what, how many pages did they look at 345 00:14:28,460 --> 00:14:30,300 and how many buttons do they click? All 346 00:14:30,300 --> 00:14:32,900 of that, of course, send signals. You 347 00:14:32,900 --> 00:14:34,780 know, why is Google, why does Google 348 00:14:34,780 --> 00:14:36,580 Analytics have a free Google Analytics 349 00:14:36,580 --> 00:14:38,300 product? It wants to know what's going on 350 00:14:38,300 --> 00:14:40,340 on your website. It wants to have the 351 00:14:40,340 --> 00:14:43,220 keys to your shop to fully understand 352 00:14:43,260 --> 00:14:45,300 what's going on. Well, why would it want 353 00:14:45,300 --> 00:14:47,340 that in the first place? Well, it wants 354 00:14:47,340 --> 00:14:49,580 it to start deciding who to rank were. 355 00:14:49,700 --> 00:14:51,260 So, you know, who's more engaging than 356 00:14:51,260 --> 00:14:53,300 others. So for me, it was nothing too 357 00:14:53,300 --> 00:14:56,840 obvious. But I think it reinforces that 358 00:14:56,840 --> 00:14:58,660 this is about helpful, resourceful 359 00:14:58,820 --> 00:15:01,640 content. It reinforces that, you know, 360 00:15:01,640 --> 00:15:04,540 yes, SEO titles are still important. It 361 00:15:04,540 --> 00:15:06,960 reinforces that links are still 362 00:15:06,960 --> 00:15:09,740 important, really important. It's their 363 00:15:09,740 --> 00:15:14,160 way of understanding trust. So yeah, it's 364 00:15:14,160 --> 00:15:17,420 a good check sheet in terms of are we 365 00:15:17,420 --> 00:15:20,180 doing these things? In terms of is there 366 00:15:20,180 --> 00:15:22,740 anything new? Well, probably for a lot of 367 00:15:22,740 --> 00:15:24,640 small businesses out there, yes, but 368 00:15:24,640 --> 00:15:27,040 that's purely because they haven't really 369 00:15:27,040 --> 00:15:28,900 caught up in the times of search engine 370 00:15:28,900 --> 00:15:31,420 optimization. So yeah, it's a handy 371 00:15:31,420 --> 00:15:35,200 document. It's a, and, but it reinforces 372 00:15:36,140 --> 00:15:37,700 what we should be doing in the first 373 00:15:37,700 --> 00:15:38,200 place. 374 00:15:39,560 --> 00:15:41,240 My recommendation, Jonny, sorry, is you 375 00:15:41,240 --> 00:15:42,860 and I are going to spend time looking at 376 00:15:42,860 --> 00:15:45,660 this and enjoy some of the very detailed 377 00:15:45,980 --> 00:15:50,340 kind of insights, But be patient if SEO 378 00:15:50,340 --> 00:15:52,360 and digital marketing is not your central 379 00:15:52,360 --> 00:15:55,340 occupation, where the market will work it 380 00:15:55,340 --> 00:15:57,240 out and give you the highlights and the 381 00:15:57,240 --> 00:15:58,800 things that you need to know. But I 382 00:15:58,800 --> 00:16:00,700 thought it was important to capture it 383 00:16:00,700 --> 00:16:04,160 early. I want to thank Ren Fishkin for 384 00:16:04,160 --> 00:16:07,620 his generosity, but also may I just say, 385 00:16:07,620 --> 00:16:09,320 Johnny, that it's quite reassuring that 386 00:16:09,320 --> 00:16:10,800 it means that you and I have been talking 387 00:16:10,800 --> 00:16:12,440 a lot of sense for many years. 388 00:16:14,120 --> 00:16:16,460 I would agree, Pascal. We already knew 389 00:16:16,460 --> 00:16:19,000 that, but it's nice to have that 390 00:16:19,000 --> 00:16:22,740 validation. Absolutely. And on that, we 391 00:16:22,740 --> 00:16:24,880 will move to our next segment, which is 392 00:16:24,880 --> 00:16:26,840 the website engine room. 393 00:16:33,120 --> 00:16:34,820 Now in this segment, Jonny and I share 394 00:16:34,820 --> 00:16:36,600 the 1 app, the 1 solution that can make 395 00:16:36,600 --> 00:16:39,340 life easier as a web seminar content 396 00:16:39,340 --> 00:16:42,560 creator. So what discoveries from the 397 00:16:42,560 --> 00:16:44,340 interweb are you bringing back to the 398 00:16:44,340 --> 00:16:45,340 fore, Jonny Ross? 399 00:16:45,760 --> 00:16:48,040 Well, we've been talking a lot about 400 00:16:48,400 --> 00:16:52,580 accessibility on websites. And again, if 401 00:16:52,580 --> 00:16:57,400 you use common sense, what we're looking 402 00:16:57,400 --> 00:17:00,820 for is a privacy website, It's privacy 403 00:17:00,820 --> 00:17:02,420 across websites, but we're also looking 404 00:17:02,420 --> 00:17:04,460 for accessibility. Websites that work 405 00:17:04,460 --> 00:17:06,520 across lots of different devices, but 406 00:17:06,520 --> 00:17:09,640 work for every single type of person. 407 00:17:10,020 --> 00:17:13,160 Whatever accessibility needs that they 408 00:17:13,160 --> 00:17:16,940 might have. And accessibility is often 409 00:17:18,060 --> 00:17:20,780 never looked at, rarely thought about, or 410 00:17:20,780 --> 00:17:22,280 something that's thought about right at 411 00:17:22,280 --> 00:17:24,560 the end. And, you know, that's just 412 00:17:24,560 --> 00:17:28,280 unfair. And at the same time, it's, it's 413 00:17:28,280 --> 00:17:31,560 now becoming a large ranking factor. And 414 00:17:31,560 --> 00:17:34,020 also understanding that there's an 415 00:17:34,020 --> 00:17:36,140 audience out there that actually have a 416 00:17:36,140 --> 00:17:38,280 lot of money to spend, but if they can't 417 00:17:38,420 --> 00:17:41,060 access your website, they can't spend it. 418 00:17:41,720 --> 00:17:44,360 And it's also understanding that Google 419 00:17:44,380 --> 00:17:46,860 wants a fair playground for every single 420 00:17:46,860 --> 00:17:48,580 user out there. And if your website 421 00:17:48,580 --> 00:17:51,020 doesn't work well, or isn't easy to use, 422 00:17:51,020 --> 00:17:53,360 or isn't accessible, then it is going to 423 00:17:53,420 --> 00:17:56,700 have a negative effect on your ranking. 424 00:17:57,040 --> 00:18:00,640 So that was quite a long reason as to why 425 00:18:00,640 --> 00:18:03,120 I'm about to share this tool, but this 426 00:18:03,120 --> 00:18:06,020 tool solves this problem very, very 427 00:18:06,020 --> 00:18:09,000 quickly and easily. My, having said 428 00:18:09,000 --> 00:18:10,800 everything though, when you're moving 429 00:18:10,800 --> 00:18:13,620 into your next web build, I'd like you to 430 00:18:13,620 --> 00:18:15,160 really bring accessibility right to the 431 00:18:15,160 --> 00:18:17,760 beginning. But on current web builds, 432 00:18:17,960 --> 00:18:22,020 userway.org, userway.org is a simple 433 00:18:22,020 --> 00:18:23,900 plugin that you can put onto your website 434 00:18:24,060 --> 00:18:26,000 that instantly makes your website 435 00:18:26,000 --> 00:18:28,220 accessible. And it allows the user to be 436 00:18:28,220 --> 00:18:30,100 able to change contrast, to highlight 437 00:18:30,100 --> 00:18:32,840 links, change text spacing, bigger text, 438 00:18:32,960 --> 00:18:35,420 pause animations, all sorts of stuff. 439 00:18:35,900 --> 00:18:38,500 It's dyslexia friendly. It's it's very, 440 00:18:38,500 --> 00:18:41,420 very, very clever. Useaway.org. They have 441 00:18:41,420 --> 00:18:43,580 free plans. They have pay plans. The free 442 00:18:43,580 --> 00:18:46,160 plan works just as well, to be perfectly 443 00:18:46,160 --> 00:18:48,060 honest, unless you're a very big website, 444 00:18:48,320 --> 00:18:50,200 the free plan is perfect. So it was quite 445 00:18:50,200 --> 00:18:53,320 a long talk there, but that was my reason 446 00:18:53,320 --> 00:18:56,180 for understanding why userway.org is a 447 00:18:56,180 --> 00:18:58,480 really good app to be looking at. 448 00:18:58,780 --> 00:19:00,820 Now it's important to give the rationale 449 00:19:00,820 --> 00:19:03,740 and the why, some of the context. I'll do 450 00:19:03,740 --> 00:19:04,900 the same, although mine would be a bit 451 00:19:04,900 --> 00:19:07,020 shorter, Johnny. So I've been kind of 452 00:19:07,020 --> 00:19:09,200 looking at the practice of content 453 00:19:09,200 --> 00:19:11,820 curation, reporting back on complex 454 00:19:11,820 --> 00:19:14,280 reports. I mean, 1 case in point what we 455 00:19:14,280 --> 00:19:16,820 discussed a moment ago. And it is clear 456 00:19:16,820 --> 00:19:20,080 to me that as a visitor, I need value 457 00:19:20,240 --> 00:19:22,560 from content curation or content 458 00:19:23,180 --> 00:19:25,420 reporting. So I came across this great 459 00:19:25,420 --> 00:19:27,880 app that challenges your kind of thinking 460 00:19:27,880 --> 00:19:30,060 when it comes to if you want to be seen 461 00:19:30,060 --> 00:19:33,120 to be discussing, summarizing, exploring 462 00:19:33,740 --> 00:19:36,100 a report, typically the PDF format on 463 00:19:36,100 --> 00:19:39,080 online, then you've got to go about it in 464 00:19:39,080 --> 00:19:41,680 a way that is meaningful, helpful. You've 465 00:19:41,680 --> 00:19:43,780 got to go deep, not shallow, if you want 466 00:19:43,780 --> 00:19:46,120 to express and showcase authority. I came 467 00:19:46,120 --> 00:19:48,660 across something called Chat PDF. So be 468 00:19:48,660 --> 00:19:50,860 careful, it's not the other 1, it's Chat 469 00:19:50,860 --> 00:19:53,260 PDF. And what Chat PDF really does 470 00:19:53,260 --> 00:19:55,560 superbly, it allows you to upload a PDF, 471 00:19:55,560 --> 00:19:57,620 could be yours, it could be from the 472 00:19:58,280 --> 00:20:00,900 authority, a public authority in your 473 00:20:00,900 --> 00:20:02,920 sector where they publicly released a 474 00:20:02,920 --> 00:20:05,420 report that is analyzing your sector or 475 00:20:05,420 --> 00:20:09,000 practice and more. And through questions 476 00:20:09,100 --> 00:20:11,320 and through conversation and chat, the 477 00:20:11,320 --> 00:20:13,520 chat PDF allows you to explore the 478 00:20:13,520 --> 00:20:16,280 content of that document. But that 479 00:20:16,280 --> 00:20:19,160 exchange, that conversation is exactly 480 00:20:19,500 --> 00:20:21,700 what should be featured on your website. 481 00:20:21,700 --> 00:20:23,700 So I see this as a great source of 482 00:20:23,700 --> 00:20:26,260 inspiration for doing content curation 483 00:20:26,460 --> 00:20:28,920 almost at a more advanced level than 484 00:20:28,920 --> 00:20:30,920 just, hey, I came across this, here's a 485 00:20:30,920 --> 00:20:32,960 link, go check it out. Or hey, I've got 486 00:20:32,960 --> 00:20:35,400 1, who wants 1? You want to be 487 00:20:35,420 --> 00:20:37,600 essentially writing extensively about the 488 00:20:37,600 --> 00:20:39,620 report. And if you think that that seems 489 00:20:39,620 --> 00:20:41,820 like an odd practice, I would recommend 490 00:20:41,820 --> 00:20:43,720 that you go check out the Hootsuite 491 00:20:44,040 --> 00:20:46,440 social media trends report and look at 492 00:20:46,440 --> 00:20:49,900 that page. It's just so extensive and so 493 00:20:49,900 --> 00:20:52,560 rich in content that you don't even need 494 00:20:52,560 --> 00:20:55,600 to be convinced that the report is worth 495 00:20:55,600 --> 00:20:57,200 your while. I know that's 496 00:20:57,200 --> 00:20:59,160 counterintuitive, Johnny, because we all 497 00:20:59,160 --> 00:21:01,480 think, well, I should be not sharing the 498 00:21:01,480 --> 00:21:03,620 content, people will download the PDF. 499 00:21:03,840 --> 00:21:05,280 But actually we see that the behavior 500 00:21:05,380 --> 00:21:09,120 wants the opposite. Share the reason why 501 00:21:09,120 --> 00:21:11,520 I should be interested and I will 502 00:21:11,520 --> 00:21:14,740 download the PDF. So PDF for superior 503 00:21:15,060 --> 00:21:16,900 content curation and promotion. 504 00:21:17,900 --> 00:21:20,540 Brilliant, thanks Pascal. And our final 505 00:21:20,540 --> 00:21:23,780 segment for this podcast as always is the 506 00:21:23,780 --> 00:21:25,400 website call to action. 507 00:21:31,980 --> 00:21:34,240 Everyone be ready for the 1 change or 1 508 00:21:34,240 --> 00:21:36,240 adjustment that is going to make life so 509 00:21:36,240 --> 00:21:38,340 much easier and make your website work 510 00:21:38,340 --> 00:21:40,360 harder for you. Johnny, what is your 511 00:21:40,360 --> 00:21:40,860 recommendation? 512 00:21:41,800 --> 00:21:44,040 Well, people buy from people that they 513 00:21:44,040 --> 00:21:45,700 trust, people buy from brands that they 514 00:21:45,700 --> 00:21:47,840 trust. Start building more trust and 515 00:21:47,840 --> 00:21:49,780 credibility on your website by making 516 00:21:49,780 --> 00:21:51,460 sure that you're running regular security 517 00:21:51,460 --> 00:21:53,900 updates, by making sure that you have the 518 00:21:53,900 --> 00:21:57,820 correct SSL certificate installed and it 519 00:21:57,820 --> 00:22:00,920 passes trust signals. And more 520 00:22:00,920 --> 00:22:03,200 importantly, start implementing 2FA, 521 00:22:03,340 --> 00:22:05,660 two-factor authentication. None of us 522 00:22:05,660 --> 00:22:07,720 like it. We don't like that whole thing 523 00:22:07,720 --> 00:22:09,880 where we've got to get an auth app or the 524 00:22:09,880 --> 00:22:12,380 text message, but actually people are now 525 00:22:12,380 --> 00:22:14,340 expecting it and they're slightly 526 00:22:14,340 --> 00:22:16,240 concerned in some way if you don't have 527 00:22:16,240 --> 00:22:18,580 it. So it's about building trust. How can 528 00:22:18,580 --> 00:22:19,860 you build trust? Regular security 529 00:22:19,860 --> 00:22:21,380 updates, 2 factor authentication and 530 00:22:21,380 --> 00:22:23,380 making sure your SSL certificates are 531 00:22:23,380 --> 00:22:25,440 installed correctly. What's your website 532 00:22:25,440 --> 00:22:26,640 call to action this 533 00:22:26,940 --> 00:22:28,900 podcast? This is very simple because this 534 00:22:28,900 --> 00:22:30,660 is an exercise that I did only 2 days 535 00:22:30,660 --> 00:22:32,900 ago. Do you have a blog? Do you have 536 00:22:32,900 --> 00:22:34,780 content categories? And how can you be 537 00:22:34,780 --> 00:22:37,060 sure they are still current? How do you 538 00:22:37,060 --> 00:22:38,740 know that the language in the industry 539 00:22:38,740 --> 00:22:40,120 has not moved on? How do you know that 540 00:22:40,120 --> 00:22:41,880 the labeling you've used from 2, 3 years 541 00:22:41,880 --> 00:22:43,780 ago is still valid? That's really 542 00:22:43,780 --> 00:22:45,400 important. We went through an exercise 543 00:22:45,400 --> 00:22:47,800 with a client and we horrified that how 544 00:22:47,800 --> 00:22:50,280 outdated the content categories of their 545 00:22:50,280 --> 00:22:52,960 blog was. So if you think that even your 546 00:22:52,960 --> 00:22:54,440 own thinking has changed in terms of the 547 00:22:54,440 --> 00:22:56,320 kind of content you've produced from 2, 3 548 00:22:56,320 --> 00:22:59,160 years ago, even a year ago, and maybe you 549 00:22:59,160 --> 00:23:00,960 have too many actually categories or too 550 00:23:00,960 --> 00:23:02,960 few, but this is literally an exercise 551 00:23:02,960 --> 00:23:04,640 where I want you to review and update 552 00:23:04,640 --> 00:23:06,660 your content categories in terms of the 553 00:23:06,660 --> 00:23:09,300 naming or the tagging of your blog 554 00:23:09,300 --> 00:23:11,400 articles because the likelihood is you're 555 00:23:11,400 --> 00:23:12,920 missing on traffic and you're missing 556 00:23:12,920 --> 00:23:15,040 suddenly on a dwell time that Johnny 557 00:23:15,040 --> 00:23:16,340 mentioned a moment ago. 558 00:23:17,020 --> 00:23:20,540 I hate to admit it, but when I see blogs 559 00:23:20,540 --> 00:23:22,660 being uploaded and see categories being 560 00:23:22,660 --> 00:23:25,600 selected, I think, God, they're out of 561 00:23:25,600 --> 00:23:27,120 date. But there's so many things on the 562 00:23:27,120 --> 00:23:28,440 plate. When do you update them? And 563 00:23:28,440 --> 00:23:30,060 actually there's the call to action. It's 564 00:23:30,060 --> 00:23:32,540 Time to update the blog categories. What 565 00:23:32,540 --> 00:23:34,940 another great episode. This has been the 566 00:23:34,940 --> 00:23:37,380 90 day website mastery podcast. It's our 567 00:23:37,380 --> 00:23:40,920 31st episode. And hopefully we've helped 568 00:23:40,920 --> 00:23:42,600 you understand a bit more about the 569 00:23:42,600 --> 00:23:45,640 cookie-less future and really thinking 570 00:23:45,640 --> 00:23:48,260 about how to boost website security and 571 00:23:48,260 --> 00:23:50,980 some apps that's gonna help you get more 572 00:23:50,980 --> 00:23:53,020 out of content and be prouder of your 573 00:23:53,020 --> 00:24:00,620 website. For more information, visit the 574 00:24:00,620 --> 00:24:03,080 90-daymarketingmastery.com, where you 575 00:24:03,080 --> 00:24:04,880 will be able to book a discovery call 576 00:24:04,880 --> 00:24:10,100 with either myself or Pascal. Thanks for 577 00:24:10,100 --> 00:24:12,960 joining us, give us feedback and what 578 00:24:12,960 --> 00:24:14,680 would you like us to answer in the next 579 00:24:14,680 --> 00:24:16,340 episode? Please let us know. Thanks 580 00:24:16,340 --> 00:24:18,060 Pascal, it's been very nice seeing you 581 00:24:18,060 --> 00:24:19,730 indeed. We will see you. 582 00:24:19,730 --> 00:24:20,680 Thank you very much. 583 00:24:24,080 --> 00:24:27,280 We'll leave you with a nice, making some 584 00:24:27,280 --> 00:24:30,780 notes and putting some things into place. 585 00:24:30,780 --> 00:24:32,240 Speak to you all soon, take care. 586 00:25:30,040 --> 00:25:40,553 Thanks for watching! 587 00:25:45,060 --> 00:25:45,560 Thanks 588 00:25:53,500 --> 00:25:54,200 for watching!