1 00:00:16,280 --> 00:00:21,540 Hello and welcome. It's episode 29 of the 2 00:00:21,540 --> 00:00:23,680 90 Day Website Mastery podcast, the 3 00:00:23,680 --> 00:00:26,520 perfect companion to our 90 Day Website 4 00:00:26,640 --> 00:00:29,500 Mastery program. We're excited to bring 5 00:00:29,500 --> 00:00:31,240 you even more valuable insights and 6 00:00:31,240 --> 00:00:33,520 practical advice to help you enhance your 7 00:00:33,520 --> 00:00:35,460 website's performance. Join us as we 8 00:00:35,460 --> 00:00:37,340 explore strategies to make your website 9 00:00:37,340 --> 00:00:39,640 work harder for you, reigniting your 10 00:00:39,640 --> 00:00:42,140 pride in your online presence. I'm here 11 00:00:42,140 --> 00:00:44,420 with my co-host Pascal Fintoni. You all 12 00:00:44,420 --> 00:00:45,240 right, Pascal? 13 00:00:45,240 --> 00:00:46,660 And very well, thank you very much. I've 14 00:00:46,660 --> 00:00:48,260 had a quick look at the show notes. This 15 00:00:48,260 --> 00:00:50,580 is once again packed full with advice, 16 00:00:50,720 --> 00:00:53,300 practical kind of applications, but also, 17 00:00:53,300 --> 00:00:55,040 and we have to, we're gonna introduce 18 00:00:55,040 --> 00:00:56,440 more and more AI advice. 19 00:00:57,340 --> 00:00:59,740 Absolutely. We've got 4 segments as 20 00:00:59,740 --> 00:01:01,880 always. We've got the you ask, we answer. 21 00:01:01,880 --> 00:01:04,080 We have website stories where we take an 22 00:01:04,080 --> 00:01:06,280 article and we dissect it and give you 23 00:01:06,280 --> 00:01:08,640 our reactions. We then move on to the 24 00:01:08,640 --> 00:01:10,600 website engine room where myself and 25 00:01:10,600 --> 00:01:12,820 Pascal bring an app or a piece of kit 26 00:01:12,820 --> 00:01:14,760 that's gonna make your life easier as a 27 00:01:14,760 --> 00:01:16,740 website manager or website content 28 00:01:16,760 --> 00:01:19,900 creator. And of course, the website call 29 00:01:19,900 --> 00:01:22,460 to action to finish off, which is 1 small 30 00:01:22,460 --> 00:01:23,960 change or adjustment that you could be 31 00:01:23,960 --> 00:01:25,600 making to your website right now. And of 32 00:01:25,600 --> 00:01:31,240 course, Pascal, we have the Action 33 00:01:31,240 --> 00:01:32,780 Randomizer that we've added to our 34 00:01:32,780 --> 00:01:37,120 website. And that is all of our call to 35 00:01:37,120 --> 00:01:39,160 actions that we've suggested so far. 36 00:01:40,240 --> 00:01:42,040 Yes, this is our kind of second free 37 00:01:42,040 --> 00:01:43,900 gift. You know, we didn't wait long. You 38 00:01:43,900 --> 00:01:45,480 know, this is only episode 29, as you 39 00:01:45,480 --> 00:01:47,060 mentioned. So you've got the ebook to 40 00:01:47,060 --> 00:01:50,180 begin with, a selection of 50 top apps 41 00:01:50,460 --> 00:01:52,920 and tech that can really help you feel 42 00:01:52,920 --> 00:01:54,840 proud of your website again. And as you 43 00:01:54,840 --> 00:01:56,720 mentioned a moment ago, the action 44 00:01:56,720 --> 00:01:58,980 randomizer. So the 2 activities you can 45 00:01:58,980 --> 00:02:00,740 do right now for your business. 46 00:02:01,080 --> 00:02:02,440 Yeah, you'll find those in the show notes 47 00:02:02,440 --> 00:02:04,400 or just head over to 90-day website, 48 00:02:04,500 --> 00:02:07,300 Mastery.com. For now, let's start on our 49 00:02:07,300 --> 00:02:09,640 first segment, which is You Ask, We 50 00:02:09,640 --> 00:02:10,140 Answer. 51 00:02:17,080 --> 00:02:19,280 Now, this is interesting. So I was having 52 00:02:19,280 --> 00:02:21,800 a bit of a kind of discovery call with a 53 00:02:21,800 --> 00:02:24,800 prospective client a few days ago. And we 54 00:02:24,800 --> 00:02:27,080 were talking, of course, that I've more 55 00:02:27,080 --> 00:02:29,240 formally introduced AI training 56 00:02:29,240 --> 00:02:32,220 consultancy as part of my delivery. And 57 00:02:32,380 --> 00:02:34,440 question actually was really interesting. 58 00:02:34,620 --> 00:02:37,380 I thought I would ask you again to get 59 00:02:37,380 --> 00:02:39,360 unique perspective, Johnny. So here it 60 00:02:39,360 --> 00:02:42,560 is. Can AI help me with my SEO campaign? 61 00:02:43,280 --> 00:02:45,180 Do you have any tips for me to use chat 62 00:02:45,180 --> 00:02:47,960 GPT or Google demo night to optimize my 63 00:02:47,960 --> 00:02:50,100 website content. And if you're only 64 00:02:50,100 --> 00:02:51,580 listening to the audio version, you won't 65 00:02:51,580 --> 00:02:53,380 be able to see Johnny literally jumping 66 00:02:53,380 --> 00:02:55,940 up and down at the prospect of sharing 67 00:02:55,940 --> 00:02:59,580 his advice about AI plus SEO. We could 68 00:02:59,580 --> 00:03:01,020 talk about this for a while. So I've 69 00:03:01,020 --> 00:03:02,620 decided that we're gonna give ourselves a 70 00:03:02,620 --> 00:03:04,860 brief and we're only going to focus for 71 00:03:04,860 --> 00:03:07,740 this episode on on-page optimization. And 72 00:03:07,740 --> 00:03:09,800 then next time, you know, I can explore 73 00:03:09,800 --> 00:03:12,080 off-page optimization, the other facet of 74 00:03:12,080 --> 00:03:14,480 SEO. But here it is on-page optimization, 75 00:03:14,680 --> 00:03:16,220 with everything that comes with it, can 76 00:03:16,220 --> 00:03:18,900 AI help with that element of your SEO 77 00:03:18,900 --> 00:03:20,920 campaign? What say you, Johnny Ross? 78 00:03:21,300 --> 00:03:25,380 I think AI has changed SEO. I really do. 79 00:03:25,380 --> 00:03:27,000 I mean, I was joking with you in the 80 00:03:27,000 --> 00:03:29,200 green room just then. ChatGPT has been 81 00:03:29,200 --> 00:03:31,400 down for 2 and a half hours this morning 82 00:03:31,400 --> 00:03:34,320 across some worldwide users. And it's 83 00:03:34,320 --> 00:03:36,300 felt like my right arm has disappeared. I 84 00:03:36,300 --> 00:03:37,860 mean, don't get me wrong. I don't use it 85 00:03:37,860 --> 00:03:40,380 for absolutely everything. But I 86 00:03:40,380 --> 00:03:43,440 certainly use it as a colleague. I use it 87 00:03:43,440 --> 00:03:45,380 as someone I can brainstorm with. I use 88 00:03:45,380 --> 00:03:47,240 it as someone that I can go off and 89 00:03:47,240 --> 00:03:52,400 perform research, analyze, and enhance my 90 00:03:52,400 --> 00:03:55,000 thinking. So it's being able to tap into 91 00:03:55,000 --> 00:03:56,820 a team of different people, different 92 00:03:56,820 --> 00:03:59,620 experts. So I think the way it's changed 93 00:03:59,640 --> 00:04:02,960 SEO is from an on-page point of view is 94 00:04:02,960 --> 00:04:05,820 being able to analyze current content, to 95 00:04:05,820 --> 00:04:09,920 analyze data in terms of traffic across 96 00:04:09,920 --> 00:04:12,400 the website, in terms of what pages are 97 00:04:12,400 --> 00:04:14,440 engaging and what aren't. So you can use 98 00:04:14,440 --> 00:04:17,700 a lot of the GA4 data and input that into 99 00:04:18,840 --> 00:04:22,120 AI tools. Not only that, you can use it 100 00:04:22,120 --> 00:04:24,860 for keyword research, for finding out 101 00:04:25,000 --> 00:04:28,460 FAQs, people that are particularly asking 102 00:04:29,680 --> 00:04:31,840 questions. So thinking about your target 103 00:04:31,840 --> 00:04:33,940 audience. In fact, even just thinking 104 00:04:33,940 --> 00:04:35,540 about your target audience, you can use 105 00:04:35,540 --> 00:04:38,040 AI to define who your target audience is, 106 00:04:38,220 --> 00:04:40,440 be really targeted, really tap into some 107 00:04:40,440 --> 00:04:42,120 of their pain points and then start using 108 00:04:42,120 --> 00:04:43,980 AI to find out what questions they're 109 00:04:43,980 --> 00:04:46,620 using to Google. And then thinking about 110 00:04:46,620 --> 00:04:48,240 how you can structure some of that 111 00:04:48,240 --> 00:04:51,040 content on your page. And I've not even 112 00:04:51,040 --> 00:04:53,300 got into some of the technical side yet. 113 00:04:53,300 --> 00:04:57,040 I mean, there's just so much that AI can 114 00:04:57,040 --> 00:04:59,260 do to enhance your SEO. 115 00:05:00,040 --> 00:05:01,240 I love the way you've kind of described 116 00:05:01,240 --> 00:05:04,020 it as a team. And that's tough because 117 00:05:04,240 --> 00:05:06,020 listen, all of us, you and I included, we 118 00:05:06,020 --> 00:05:08,680 spent a part of 3 decades using a search 119 00:05:08,680 --> 00:05:11,520 engine where we punch in A3456 words 120 00:05:11,520 --> 00:05:13,680 maybe if you get a bit fancy, and then 121 00:05:13,680 --> 00:05:15,660 you have to wrestle with the search 122 00:05:15,660 --> 00:05:17,320 results. And here we're having 123 00:05:17,320 --> 00:05:19,680 conversations and it's not as it sounds. 124 00:05:19,680 --> 00:05:21,620 You know, people, you know, train 125 00:05:21,620 --> 00:05:23,300 individuals to put together the prompts 126 00:05:23,300 --> 00:05:25,620 or the briefs, as I prefer to call them, 127 00:05:25,620 --> 00:05:27,960 but decided to kind of almost split the 128 00:05:27,960 --> 00:05:29,920 different aspect of on-page optimization 129 00:05:30,380 --> 00:05:33,400 to a number of virtual assistant. I think 130 00:05:33,400 --> 00:05:35,100 it's very, very helpful because otherwise 131 00:05:35,100 --> 00:05:36,480 it could be quite overwhelming. And I've 132 00:05:36,480 --> 00:05:38,500 seen the situation where people ask 133 00:05:38,500 --> 00:05:40,120 actually quite a broad question or many 134 00:05:40,120 --> 00:05:42,000 questions at the same time. And then 135 00:05:42,000 --> 00:05:43,980 within seconds, there's a daily use of 136 00:05:43,980 --> 00:05:45,920 information. Of course you've got to fact 137 00:05:45,920 --> 00:05:48,260 check and so on. But the point is, 138 00:05:48,260 --> 00:05:49,940 sometimes people put too much pressure on 139 00:05:49,940 --> 00:05:51,400 themselves because they don't break it 140 00:05:51,400 --> 00:05:53,620 down into meaningful tasks. And I think 141 00:05:53,620 --> 00:05:55,380 the idea of a team is very helpful. And 142 00:05:55,380 --> 00:05:56,940 think of it as they're gonna report back 143 00:05:56,940 --> 00:05:58,740 to you, not all at the same time. It's 144 00:05:58,740 --> 00:06:01,120 not like 5 or 6 people or barging in 145 00:06:01,120 --> 00:06:02,840 through the door of the office saying, 146 00:06:02,840 --> 00:06:04,900 boss, boss, boss, I want you to listen to 147 00:06:04,900 --> 00:06:07,780 my bit about SEO. But I want to, because 148 00:06:07,780 --> 00:06:09,820 I will ask you to get into the technical 149 00:06:09,820 --> 00:06:12,360 side is, if, you know, as in when you 150 00:06:12,480 --> 00:06:14,540 listen to the series, when you come 151 00:06:14,540 --> 00:06:17,040 across information that you don't know 152 00:06:17,040 --> 00:06:19,440 that is new to you, then don't let that 153 00:06:19,440 --> 00:06:22,020 stop you. Literally use AR first as a 154 00:06:22,020 --> 00:06:25,120 form of self-study and to be educated. So 155 00:06:25,120 --> 00:06:27,310 I will ask you, Johnny, about schema 156 00:06:27,400 --> 00:06:28,900 markups because they are very, very 157 00:06:28,900 --> 00:06:30,320 important. They were part of the culture 158 00:06:30,320 --> 00:06:31,960 action in the last episode. So if you 159 00:06:31,960 --> 00:06:33,800 don't know about schema markups or what 160 00:06:33,800 --> 00:06:36,140 they mean or even how they are kind of 161 00:06:36,280 --> 00:06:39,060 crafted, you can begin by being educated 162 00:06:39,200 --> 00:06:41,520 first and then bring, as I mentioned a 163 00:06:41,520 --> 00:06:43,200 moment ago, your audience profiling, 164 00:06:43,260 --> 00:06:45,620 bring your sales strategy and then ask 165 00:06:45,620 --> 00:06:47,640 for advice on can you give me some draft 166 00:06:47,640 --> 00:06:49,780 suggestions on how you would actually 167 00:06:49,960 --> 00:06:52,040 ride the schema markups for my business 168 00:06:52,080 --> 00:06:54,200 with that audience in mind and that 169 00:06:54,200 --> 00:06:55,720 service? But what other ways would you 170 00:06:55,720 --> 00:06:57,520 say the technical side of SEO could be 171 00:06:57,520 --> 00:06:58,760 supported by AI? 172 00:06:59,340 --> 00:07:01,580 Well, Interestingly, take Schema as an 173 00:07:01,580 --> 00:07:04,680 example and take the plugin Rank Math, 174 00:07:04,700 --> 00:07:07,340 which is a highly optimized WordPress 175 00:07:07,380 --> 00:07:11,240 plugin for applying SEO onto your website 176 00:07:11,600 --> 00:07:13,900 and Schema markup, et cetera. What's 177 00:07:13,900 --> 00:07:15,920 really interesting, and I was having a 178 00:07:15,920 --> 00:07:19,050 bit of an experiment with ChatGPT. We 179 00:07:19,740 --> 00:07:21,180 were looking at how to implement some 180 00:07:21,180 --> 00:07:23,200 schema on a particular website, and we 181 00:07:23,200 --> 00:07:25,130 were looking at doing this through 182 00:07:25,160 --> 00:07:26,600 RankMath. We're going back a tiny bit 183 00:07:26,600 --> 00:07:27,980 here, but we were looking at some of the 184 00:07:27,980 --> 00:07:30,200 user guides and the help guides and the 185 00:07:30,200 --> 00:07:33,500 knowledge base on RankMath. And whilst 186 00:07:33,500 --> 00:07:35,500 there was lots of step-by-step guides, I 187 00:07:35,500 --> 00:07:38,380 decided to just see what ChatGPT had to 188 00:07:38,380 --> 00:07:41,360 say. And what was really interesting was 189 00:07:41,600 --> 00:07:44,720 ChatGPT's output was a far simpler 190 00:07:45,060 --> 00:07:47,900 bite-sized step-by-step guide than 191 00:07:47,900 --> 00:07:51,360 RankMath's own knowledge basis. So 192 00:07:51,980 --> 00:07:54,320 ChatGPT had sort of read everything that 193 00:07:54,320 --> 00:07:56,380 RankMath's outputs in terms of help 194 00:07:56,380 --> 00:07:58,100 guides and turned it into something 195 00:07:58,100 --> 00:08:00,140 that's actually even easier to 196 00:08:00,140 --> 00:08:03,220 understand. So there's so many ways that 197 00:08:03,220 --> 00:08:04,780 you can use it and it's really about 198 00:08:04,780 --> 00:08:08,200 understanding that. From a technical 199 00:08:08,260 --> 00:08:10,500 point of view, 1 of the things that's 200 00:08:11,220 --> 00:08:15,040 interesting currently is really analyzing 201 00:08:15,100 --> 00:08:18,800 and understanding the top 10 pages that 202 00:08:18,800 --> 00:08:20,920 rank for a particular phrase or a 203 00:08:20,920 --> 00:08:24,320 particular keyword in Google. And I don't 204 00:08:24,320 --> 00:08:28,060 mean just by the content itself, but the 205 00:08:28,060 --> 00:08:29,160 structure of the content, the way the 206 00:08:29,160 --> 00:08:30,760 content is written. Is it written in 207 00:08:30,760 --> 00:08:32,360 first person, second person, third 208 00:08:32,360 --> 00:08:35,160 person? How's it structured? How's it 209 00:08:35,160 --> 00:08:37,460 answering that question? And trying to 210 00:08:37,460 --> 00:08:40,040 find patterns across those different 211 00:08:40,040 --> 00:08:42,280 pieces of content so that you can then 212 00:08:42,280 --> 00:08:44,840 produce something that clearly Google is 213 00:08:44,840 --> 00:08:47,200 liking. So What are the commonalities 214 00:08:47,560 --> 00:08:50,300 between those 10 pages that rank on page 215 00:08:50,300 --> 00:08:53,620 1 that then you can introduce into your 216 00:08:53,620 --> 00:08:56,260 content? What's interesting is some of 217 00:08:56,260 --> 00:08:59,120 the findings are remarkable in terms of 218 00:08:59,280 --> 00:09:00,600 structures that you just hadn't 219 00:09:00,600 --> 00:09:03,420 considered. I think that's 1 example of 220 00:09:03,420 --> 00:09:04,740 how you could use it. 221 00:09:04,940 --> 00:09:06,020 Now this section, so no, there's 2 222 00:09:06,020 --> 00:09:09,060 questions. Can I help my SEO campaign? 223 00:09:09,300 --> 00:09:11,600 It's resounding yes. Tips on 224 00:09:11,600 --> 00:09:13,620 optimization, we've looked at on page 225 00:09:13,620 --> 00:09:16,020 today, we'll look at off page next time. 226 00:09:16,020 --> 00:09:17,820 But if everyone, you know, just rethink 227 00:09:17,860 --> 00:09:21,300 about the experience of a visitor from 228 00:09:21,300 --> 00:09:23,640 the title you've chosen to the images 229 00:09:23,680 --> 00:09:25,000 you've chosen and whether they are 230 00:09:25,000 --> 00:09:27,100 optimized and obviously tagged correctly, 231 00:09:27,100 --> 00:09:28,680 the way you've structured and broken down 232 00:09:28,680 --> 00:09:30,400 the content, have you added media 233 00:09:30,400 --> 00:09:33,680 interest, all those things, you can be 234 00:09:33,680 --> 00:09:35,520 reflecting on it with a conversation 235 00:09:35,820 --> 00:09:38,760 style type support as opposed to, as you 236 00:09:38,760 --> 00:09:40,720 mentioned a moment ago, punching a search 237 00:09:40,720 --> 00:09:43,520 term, download a 20 page PDF and still be 238 00:09:43,520 --> 00:09:45,860 no further forward in terms of taking 239 00:09:45,860 --> 00:09:48,180 action. So for me, AI can help with 240 00:09:48,180 --> 00:09:50,500 clarity, with understanding. It can help 241 00:09:50,500 --> 00:09:52,860 with critiquing what's there already, but 242 00:09:52,860 --> 00:09:54,640 also make you think about things that 243 00:09:54,640 --> 00:09:56,040 either you knew, but you've forgotten 244 00:09:56,040 --> 00:09:57,900 about. And that can happen because of 245 00:09:57,900 --> 00:10:00,640 knowledge, but also new ways of doing 246 00:10:00,640 --> 00:10:03,520 things. But for me, if I would begin with 247 00:10:03,700 --> 00:10:06,240 actually get that sales strategy reviewed 248 00:10:06,240 --> 00:10:08,600 and critiqued by AI to begin with. Have 249 00:10:08,600 --> 00:10:11,940 you got that really, really perfect? And 250 00:10:11,940 --> 00:10:13,580 then by extension, do you have the right 251 00:10:13,580 --> 00:10:16,500 audience profiling and the naming and 252 00:10:16,500 --> 00:10:17,790 labeling of the product and services. 253 00:10:17,790 --> 00:10:19,540 Have you got that right? Begin with that 254 00:10:19,540 --> 00:10:21,380 strong foundation and everything else you 255 00:10:21,380 --> 00:10:23,360 can apply. And if you find on-page 256 00:10:23,560 --> 00:10:25,600 optimization interesting, I would 257 00:10:25,600 --> 00:10:27,340 encourage you to seek out 1 of the 258 00:10:27,340 --> 00:10:29,160 webinars that we recorded, the 1 we 259 00:10:29,160 --> 00:10:30,900 launched, obviously, the 90-day website 260 00:10:30,900 --> 00:10:33,340 mastery program, where you and I go into 261 00:10:33,340 --> 00:10:37,420 quite a bit of deep dive on page and off 262 00:10:37,420 --> 00:10:39,400 page optimization. But time is against us 263 00:10:39,400 --> 00:10:41,240 sadly, and we have to move on to our next 264 00:10:41,240 --> 00:10:43,060 segment, the website stories. 265 00:10:46,820 --> 00:10:47,320 Now 266 00:10:51,080 --> 00:10:52,380 this is an interesting selection. We 267 00:10:52,380 --> 00:10:54,340 normally go for an article, a podcast, a 268 00:10:54,340 --> 00:10:56,260 video, maybe an infographics that we can 269 00:10:56,260 --> 00:10:58,420 review you and I and kind of reflect what 270 00:10:58,420 --> 00:11:01,360 it means to be in charge of a website in 271 00:11:01,360 --> 00:11:04,240 today's economy. I chose this article 272 00:11:04,340 --> 00:11:06,580 almost by error. I had something else in 273 00:11:06,580 --> 00:11:08,500 mind altogether, but I thought, now I'll 274 00:11:08,500 --> 00:11:10,160 stick with it because actually on 275 00:11:10,160 --> 00:11:12,260 reflection, this will work. So the title 276 00:11:12,260 --> 00:11:14,100 is as follows, an article for 277 00:11:14,100 --> 00:11:16,960 entrepreneur.com. This is the winning 278 00:11:16,960 --> 00:11:19,020 formula for starting a successful 279 00:11:19,080 --> 00:11:21,200 podcast. A matter of intention. I'm 280 00:11:21,200 --> 00:11:22,680 actually just sharing with you privately 281 00:11:22,680 --> 00:11:24,880 and go, well, let's review and let's make 282 00:11:24,880 --> 00:11:26,420 sure that we're doing everything we can 283 00:11:26,420 --> 00:11:28,580 for our audience in terms of being useful 284 00:11:28,580 --> 00:11:31,260 and helpful. So this obviously was 285 00:11:31,260 --> 00:11:33,920 written as part of a research exercise. 286 00:11:34,620 --> 00:11:36,600 The author is Sharon Shibu and she was 287 00:11:36,600 --> 00:11:38,280 helped by her colleague Melissa Malamut 288 00:11:38,360 --> 00:11:41,860 as the editor. And listen people don't 289 00:11:41,880 --> 00:11:43,680 skip this section just because you have 290 00:11:43,680 --> 00:11:46,340 no plans of starting a podcast. I do 291 00:11:46,340 --> 00:11:48,320 believe Johnny this would be relevant for 292 00:11:48,320 --> 00:11:50,020 any form of content series, whether it's 293 00:11:50,020 --> 00:11:51,660 a blog article, whether you're gonna do 294 00:11:51,660 --> 00:11:53,740 video Q&As, even social media campaign 295 00:11:53,740 --> 00:11:56,080 with a particular focused theme. I think 296 00:11:56,080 --> 00:11:59,660 this will work well as a way of 297 00:11:59,660 --> 00:12:01,100 reflecting. I keep saying that those 298 00:12:01,100 --> 00:12:03,080 website story selection, they feel like 299 00:12:03,080 --> 00:12:04,940 you should pass that around the office 300 00:12:04,940 --> 00:12:07,200 and then have a catch up with your 301 00:12:07,200 --> 00:12:09,320 colleagues. So this is a study that 302 00:12:09,320 --> 00:12:11,690 looked at the top 50 podcasts in the US. 303 00:12:11,690 --> 00:12:13,360 We need to be careful about cultural 304 00:12:13,360 --> 00:12:15,360 differences and preferences. And they're 305 00:12:15,360 --> 00:12:17,700 looking for what do they have in common 306 00:12:17,800 --> 00:12:19,860 that may suggest that this could be a 307 00:12:19,860 --> 00:12:22,340 formula for success and we need to go 308 00:12:22,340 --> 00:12:24,680 with it with a more pragmatic, 309 00:12:24,940 --> 00:12:26,540 correlation and causation are very 310 00:12:26,540 --> 00:12:28,680 different things, but it's important to 311 00:12:28,680 --> 00:12:30,820 have a look at this. So In no particular 312 00:12:30,820 --> 00:12:32,720 order, and please everybody do follow the 313 00:12:32,720 --> 00:12:34,120 link in the show notes and read the 314 00:12:34,120 --> 00:12:36,600 article in full, the study found, Johnny, 315 00:12:36,600 --> 00:12:38,940 that the average length of the top 316 00:12:39,200 --> 00:12:42,020 podcast in the US was around 65 minutes. 317 00:12:42,400 --> 00:12:43,900 Interesting. So of course some were 318 00:12:43,900 --> 00:12:47,220 shorter, some were longer. More than 319 00:12:47,440 --> 00:12:50,380 half, 60% of them had more than 1 host, 320 00:12:50,380 --> 00:12:52,940 so a bit of a duo or trio kind of 321 00:12:52,940 --> 00:12:55,680 experience. And in these 3 and 4 of those 322 00:12:55,680 --> 00:12:58,220 top podcasts had at least 1 guest on the 323 00:12:58,220 --> 00:13:01,380 show on a regular basis, providing a 324 00:13:01,380 --> 00:13:04,340 different way. So there's more about it, 325 00:13:04,340 --> 00:13:06,180 but I wanted to kind of focus on audience 326 00:13:06,180 --> 00:13:08,260 profiling and audience preferences. So 327 00:13:08,260 --> 00:13:09,960 the vast majority of podcast listeners 328 00:13:09,960 --> 00:13:12,780 will use Spotify at 64% and then it's 329 00:13:12,780 --> 00:13:15,040 followed by Apple Podcast and a teeny 330 00:13:15,040 --> 00:13:17,800 teeny percentage of 6% for YouTube music. 331 00:13:17,800 --> 00:13:19,400 So I don't know, there's a lot of 332 00:13:19,400 --> 00:13:21,180 marketing about YouTube music, but beware 333 00:13:21,180 --> 00:13:22,680 the marketing when marketing doesn't mean 334 00:13:22,680 --> 00:13:24,000 to say that, you know, they're gonna take 335 00:13:24,000 --> 00:13:26,280 over the world. But to me, it's very 336 00:13:26,280 --> 00:13:27,720 important, but again, you're gonna go for 337 00:13:27,720 --> 00:13:29,100 a blog series, a video series to 338 00:13:29,100 --> 00:13:31,700 understand about distribution. And this 339 00:13:31,700 --> 00:13:34,300 is where podcasts, I think, have a lot to 340 00:13:34,300 --> 00:13:36,380 teach everybody because when you do, when 341 00:13:36,380 --> 00:13:37,860 you write for the web, Johnny, and you 342 00:13:37,860 --> 00:13:40,380 publish on your website, or if you do a 343 00:13:40,380 --> 00:13:42,320 video, it's on YouTube, you still haven't 344 00:13:42,320 --> 00:13:44,460 solved the issue of distribution of that 345 00:13:44,460 --> 00:13:46,820 content, whereas podcasting does a much 346 00:13:46,820 --> 00:13:48,580 better job. But this is something that 347 00:13:48,580 --> 00:13:52,060 could be interesting. 70% of listeners go 348 00:13:52,060 --> 00:13:54,860 back to a show because their host offer 349 00:13:54,860 --> 00:13:57,840 new information on new perspectives. And 350 00:13:57,840 --> 00:14:00,240 I have to say, I was almost like giving 351 00:14:00,240 --> 00:14:01,500 myself for a round of applause because 352 00:14:01,500 --> 00:14:03,060 that's what we do with this particular 353 00:14:03,080 --> 00:14:05,220 show. But bear in mind, all of you, with 354 00:14:05,220 --> 00:14:07,500 a new blog series or a new video series, 355 00:14:07,660 --> 00:14:09,540 it's about new information and new 356 00:14:09,540 --> 00:14:11,300 perspective. Very, very important. But I 357 00:14:11,300 --> 00:14:13,160 thought that was interesting. 36% 358 00:14:13,680 --> 00:14:16,160 actually would come back due to the host 359 00:14:16,300 --> 00:14:18,500 expertise. So if you reverse it, Johnny, 360 00:14:18,500 --> 00:14:20,580 that means that you don't have to be an 361 00:14:20,580 --> 00:14:23,660 expert in what you want to be referring 362 00:14:23,660 --> 00:14:26,480 to or investigating, so long as you know 363 00:14:26,480 --> 00:14:27,860 your offer this in a way that is 364 00:14:27,860 --> 00:14:30,520 engaging. So that also kind of kills that 365 00:14:30,520 --> 00:14:33,940 demon for all my clients about, I'm not 366 00:14:33,940 --> 00:14:35,780 an expert, I can't possibly write about 367 00:14:35,780 --> 00:14:38,640 this. It's not a requirement. And then 368 00:14:38,640 --> 00:14:40,440 what reason would people actually tune 369 00:14:40,440 --> 00:14:42,700 out of a podcast? There's a number of 370 00:14:42,700 --> 00:14:44,760 items listed in the article, but I wanted 371 00:14:44,760 --> 00:14:47,840 to kind of mention this 3 to you at the 372 00:14:47,840 --> 00:14:50,720 very end. If the podcast is overly 373 00:14:50,720 --> 00:14:53,500 scripted or rehearsed, then people tune 374 00:14:53,500 --> 00:14:56,100 out. If the host speaks in monotone 375 00:14:56,100 --> 00:14:58,620 voice, they tune out. And if they share 376 00:14:58,620 --> 00:15:00,900 lengthy or irrelevant anecdotes, they 377 00:15:00,900 --> 00:15:02,620 tune out. And that would be true for the 378 00:15:02,620 --> 00:15:04,540 written form. If you're writing a word 379 00:15:04,540 --> 00:15:06,180 that is very monotone, or back to your 380 00:15:06,180 --> 00:15:08,720 point earlier, it's fully structured. It 381 00:15:08,720 --> 00:15:11,280 feels a bit too over-engineered, whether 382 00:15:11,280 --> 00:15:12,960 it's a video as well. And more 383 00:15:12,960 --> 00:15:14,620 importantly, you've got to share your 384 00:15:14,620 --> 00:15:16,620 stories and case studies that are 385 00:15:16,620 --> 00:15:18,500 relevant, or people will switch off. 386 00:15:18,500 --> 00:15:20,180 There's a lot more in the article. So 387 00:15:20,180 --> 00:15:21,760 we've got to thank again, the hard work 388 00:15:21,820 --> 00:15:23,760 from the team there, altamirror.com. But 389 00:15:23,760 --> 00:15:25,660 I thought for what it was, I thought, no, 390 00:15:25,660 --> 00:15:27,080 I've made a mistake. You shouldn't be 391 00:15:27,080 --> 00:15:29,020 part of the show. I think that this is 392 00:15:29,020 --> 00:15:29,960 actually very informative. 393 00:15:30,860 --> 00:15:33,640 Yeah, I mean, first of all, that stat on 394 00:15:33,640 --> 00:15:36,680 64% of podcast listeners are using 395 00:15:36,680 --> 00:15:39,060 Spotify. I mean, I think if you were to 396 00:15:39,060 --> 00:15:41,680 ask the majority of people, they'd have 397 00:15:41,680 --> 00:15:43,620 said the answer was Apple. But I think we 398 00:15:43,620 --> 00:15:45,480 need to bear in mind that Spotify is a 399 00:15:45,480 --> 00:15:48,660 huge player in the market. And for me, 400 00:15:48,740 --> 00:15:51,040 business podcasts, if we certainly focus 401 00:15:51,260 --> 00:15:53,960 on business podcasts, I think a lot of 402 00:15:53,960 --> 00:15:56,380 people are wanting to learn. And so that 403 00:15:56,380 --> 00:15:59,100 backs up that 70% of wanting new 404 00:15:59,100 --> 00:16:00,560 information or perspectives. 405 00:16:01,340 --> 00:16:04,220 Interestingly, I liked how you flipped 406 00:16:04,220 --> 00:16:07,580 the host's expertise. So 64% you could 407 00:16:07,580 --> 00:16:10,140 say don't actually have to be an expert 408 00:16:10,520 --> 00:16:12,820 in that topic. I think it's about how 409 00:16:12,820 --> 00:16:15,240 they engage, how they understand and how 410 00:16:15,240 --> 00:16:19,180 they interview the guest. Certainly if 411 00:16:19,180 --> 00:16:20,580 they're not the expert, I'm assuming 412 00:16:20,580 --> 00:16:22,060 they're going to have a guest who is the 413 00:16:22,060 --> 00:16:23,860 expert. So, so that would be about the, 414 00:16:23,860 --> 00:16:25,520 the interview skills and the sort of 415 00:16:25,520 --> 00:16:29,100 engagement skills. And, but yeah, I 416 00:16:29,100 --> 00:16:31,360 think, I think ultimately podcast 417 00:16:31,420 --> 00:16:34,140 listeners are after learning, they want 418 00:16:34,140 --> 00:16:36,260 to better themselves, they want to better 419 00:16:36,260 --> 00:16:38,860 their business, So it's about how can you 420 00:16:38,860 --> 00:16:41,580 add value, which, like you've rightly 421 00:16:41,600 --> 00:16:44,120 said, you could take this into any form 422 00:16:44,120 --> 00:16:46,300 of content, whether it be audio, video, 423 00:16:46,300 --> 00:16:48,760 or blog series content. So how can you 424 00:16:48,760 --> 00:16:51,180 add value is really important. How can 425 00:16:51,180 --> 00:16:55,600 you teach people and give those sort of 426 00:16:55,600 --> 00:16:58,300 how-to, that helpful resourceful content. 427 00:17:00,760 --> 00:17:02,560 That's what a successful podcast is all 428 00:17:02,560 --> 00:17:03,060 about. 429 00:17:03,520 --> 00:17:05,280 No, absolutely. And I think for me, it's 430 00:17:05,280 --> 00:17:07,240 back to the side there of on behalf of 431 00:17:07,240 --> 00:17:09,460 your audience, you've launched an 432 00:17:09,460 --> 00:17:12,720 investigation and you share your 433 00:17:12,720 --> 00:17:14,440 findings, you share your surprises, your 434 00:17:14,440 --> 00:17:16,320 disappointments and so on, which is why I 435 00:17:16,320 --> 00:17:18,520 see this thing about expertise is not 436 00:17:18,520 --> 00:17:20,760 always true. Now, for sure, when you want 437 00:17:20,760 --> 00:17:22,780 to do podcasts and to raise your brand 438 00:17:22,800 --> 00:17:24,800 and awareness and of course, your 439 00:17:24,800 --> 00:17:26,600 expertise, there will be some elements of 440 00:17:26,600 --> 00:17:28,840 that. But when you talk about inviting a 441 00:17:28,840 --> 00:17:30,980 guest that will have expertise that would 442 00:17:30,980 --> 00:17:32,640 supplement yours, I think that's what we 443 00:17:32,640 --> 00:17:34,360 were talking about. Because the risk, of 444 00:17:34,360 --> 00:17:36,600 course, if you're too anxious to showcase 445 00:17:36,840 --> 00:17:39,380 your expertise, you will almost fall into 446 00:17:39,380 --> 00:17:41,480 this idea of being over-promotionally in 447 00:17:41,480 --> 00:17:43,620 terms of the delivery, the structure and 448 00:17:43,620 --> 00:17:45,800 the content. And That's 1 of the top 449 00:17:45,800 --> 00:17:47,840 reasons people will turn out of a blog 450 00:17:47,840 --> 00:17:49,740 series and the email newsletter, a 451 00:17:49,740 --> 00:17:51,600 podcast or a video Q&A. 452 00:17:52,560 --> 00:17:55,380 Yeah, you don't want to be too salesy at 453 00:17:55,380 --> 00:17:58,480 all. Very important, avoid that 454 00:17:58,480 --> 00:18:00,060 self-promotion. It's about having a 455 00:18:00,060 --> 00:18:01,960 balance. I think it's important if you 456 00:18:01,960 --> 00:18:04,340 are giving your time away for free, I 457 00:18:04,340 --> 00:18:06,060 think it is important to have some 458 00:18:06,060 --> 00:18:08,740 promotion, but it's about having a real 459 00:18:08,740 --> 00:18:11,740 good balance and really considering why 460 00:18:11,740 --> 00:18:15,040 are these people giving time up to listen 461 00:18:15,300 --> 00:18:17,580 and what do they want to get out of this? 462 00:18:17,900 --> 00:18:20,620 So, you know, it has to be focused on the 463 00:18:20,620 --> 00:18:22,520 audience. Absolutely has to be focused on 464 00:18:22,520 --> 00:18:23,360 the audience. 465 00:18:23,640 --> 00:18:25,260 Super, so everyone, let us know what you 466 00:18:25,260 --> 00:18:26,980 think of this very quick overview of the 467 00:18:26,980 --> 00:18:28,540 article. Please, please click on the link 468 00:18:28,540 --> 00:18:30,580 in the show notes and read everything for 469 00:18:30,580 --> 00:18:32,260 yourself. And yeah, what are your plans 470 00:18:32,260 --> 00:18:34,460 for the future in terms of your content 471 00:18:34,460 --> 00:18:35,780 series and what will you do a bit 472 00:18:35,780 --> 00:18:37,380 differently for the coming months? We 473 00:18:37,380 --> 00:18:38,940 would love to know about it, but for now, 474 00:18:38,940 --> 00:18:40,780 let's move on to our next segment, the 475 00:18:40,780 --> 00:18:51,100 website engine room. Now, each time we 476 00:18:51,100 --> 00:18:53,200 share 2 apps, 2 software solutions or a 477 00:18:53,200 --> 00:18:55,520 piece of kit that can make life easier as 478 00:18:55,520 --> 00:18:58,080 a website content creator or manager. So 479 00:18:58,080 --> 00:18:59,660 Johnny, what is your selection? 480 00:19:00,360 --> 00:19:04,400 Well, my latest find in terms of AI 481 00:19:04,400 --> 00:19:06,660 powered transcription services, because 482 00:19:06,660 --> 00:19:09,300 there's a lot out there, but my latest 483 00:19:09,300 --> 00:19:11,880 find, I think is phenomenal in terms of 484 00:19:11,880 --> 00:19:15,040 the quality, but also the price is so low 485 00:19:15,040 --> 00:19:18,060 as well. So it's called Transcript LOL, 486 00:19:18,120 --> 00:19:20,580 Transcript. LOL. It's an advanced AI 487 00:19:20,580 --> 00:19:22,480 powered transcription service that 488 00:19:22,480 --> 00:19:24,700 converts content from videos and podcasts 489 00:19:24,920 --> 00:19:27,800 into written text. And it's equipped to 490 00:19:27,800 --> 00:19:29,240 handle a wide range of media types, 491 00:19:29,240 --> 00:19:30,980 including videos, podcasts, interviews, 492 00:19:31,080 --> 00:19:34,500 webinars, and much more. And you can 493 00:19:34,500 --> 00:19:37,260 literally record anything. So it could be 494 00:19:37,260 --> 00:19:39,100 a podcast that's already out there, a 495 00:19:39,100 --> 00:19:41,080 video that's already out there, or it 496 00:19:41,080 --> 00:19:42,540 could just be something that you've 497 00:19:42,540 --> 00:19:44,620 recorded on your phone and you can very 498 00:19:44,620 --> 00:19:45,740 easily transcribe that. You could, you 499 00:19:45,740 --> 00:19:47,620 know, recording a meeting even very 500 00:19:47,620 --> 00:19:50,040 easily transcribe that. But the, the, the 501 00:19:50,040 --> 00:19:51,900 brilliant thing about it is that it's 502 00:19:51,900 --> 00:19:54,680 built for podcasters. It's built for 503 00:19:54,680 --> 00:19:57,540 bloggers and it outputs, not just the 504 00:19:57,540 --> 00:19:59,200 transcript, but all sorts of different 505 00:19:59,200 --> 00:20:02,500 things from social media posts to 506 00:20:02,540 --> 00:20:04,780 repurposes that content. So blog posts, 507 00:20:04,780 --> 00:20:07,860 LinkedIn articles, email campaigns. Of 508 00:20:07,860 --> 00:20:11,540 course, you need to bring some human 509 00:20:11,540 --> 00:20:14,440 content and thought into this, not just 510 00:20:14,440 --> 00:20:17,380 using what it produces and sending it 511 00:20:17,380 --> 00:20:20,100 there and then. But the amount of 512 00:20:20,100 --> 00:20:22,020 weightlifting it can take off in terms of 513 00:20:22,020 --> 00:20:24,300 the time it can deliver is unbelievable. 514 00:20:25,240 --> 00:20:27,780 What's exciting is that there's obviously 515 00:20:27,780 --> 00:20:29,840 a lot of services out there that would be 516 00:20:29,840 --> 00:20:33,460 more human intensive. Those agencies, 517 00:20:33,660 --> 00:20:34,960 they shouldn't fear AR, they should 518 00:20:34,960 --> 00:20:36,740 actually embrace it because they're going 519 00:20:36,740 --> 00:20:39,280 to be able to provide value-add services 520 00:20:39,340 --> 00:20:40,760 saying, well, the transcription will be 521 00:20:40,760 --> 00:20:43,500 done, client, let's move on to something 522 00:20:43,500 --> 00:20:45,500 more meaningful in terms of our services. 523 00:20:45,660 --> 00:20:47,720 Let's take over the advanced SEO 524 00:20:47,720 --> 00:20:49,760 technique, let's take over the online PR 525 00:20:49,760 --> 00:20:51,780 side, because that bit that was so 526 00:20:51,780 --> 00:20:53,800 resource intensive and time consuming is 527 00:20:53,800 --> 00:20:56,940 now being shrunk down to just minutes, 528 00:20:56,940 --> 00:20:59,160 not hours in terms of units. So I'm 529 00:20:59,160 --> 00:21:00,700 really excited about what's happening. 530 00:21:00,720 --> 00:21:02,620 And you're right, there are so many 531 00:21:02,620 --> 00:21:04,700 options out there. Just find the 1 that 532 00:21:04,700 --> 00:21:06,740 works for you and make sure that you 533 00:21:06,740 --> 00:21:08,300 squeeze value because I have to be 534 00:21:08,300 --> 00:21:10,600 clients Johnny that have moved on to AI 535 00:21:10,600 --> 00:21:12,640 solutions but they use them very 536 00:21:12,660 --> 00:21:14,440 superficially. So they pay their monthly 537 00:21:14,440 --> 00:21:16,960 fee but they've not really delve into the 538 00:21:16,960 --> 00:21:18,860 belly of the beast or even ask for a 539 00:21:18,860 --> 00:21:20,780 video demo from the account manager to 540 00:21:20,780 --> 00:21:22,420 get more value from their investment. 541 00:21:24,320 --> 00:21:28,480 So what is your app for this week? 542 00:21:28,740 --> 00:21:31,360 So this 1 came about following a bit of a 543 00:21:31,360 --> 00:21:33,480 coaching session with the clients. So we 544 00:21:33,480 --> 00:21:37,000 were reviewing the half year that was at 545 00:21:37,000 --> 00:21:39,360 the time of recording this episode, and 546 00:21:39,360 --> 00:21:42,180 we found some top performing articles and 547 00:21:42,180 --> 00:21:44,280 landing pages and so on. And we were 548 00:21:44,280 --> 00:21:46,860 looking at ways to get more traffic to 549 00:21:46,860 --> 00:21:48,580 those pages as you would do on a bit of a 550 00:21:48,580 --> 00:21:50,500 tactic. We went through a bit of a match 551 00:21:50,500 --> 00:21:54,000 checklist on what makes a perfect blog 552 00:21:54,000 --> 00:21:56,020 article, there's such a thing. And 1 553 00:21:56,020 --> 00:21:58,360 thing they were missing was quotes and 554 00:21:58,360 --> 00:22:00,620 citations from authorities and experts, 555 00:22:00,620 --> 00:22:02,480 if you will. So they were making a point 556 00:22:02,480 --> 00:22:04,500 or giving an advice or, you know, 557 00:22:04,500 --> 00:22:06,960 recapping on an important issue. And I 558 00:22:06,960 --> 00:22:08,900 said that I will be just a finishing 559 00:22:08,900 --> 00:22:11,400 touch for you to be seen and heard being 560 00:22:11,400 --> 00:22:13,160 helpful by having done the research on 561 00:22:13,160 --> 00:22:15,520 behalf of your audience. A quote, a 562 00:22:15,520 --> 00:22:17,460 citation, a stat even that would 563 00:22:17,460 --> 00:22:19,440 supplement, you know, your argument. So I 564 00:22:19,440 --> 00:22:23,360 found something called consensus.app. And 565 00:22:23,360 --> 00:22:24,880 what is interesting about consensus.app, 566 00:22:25,660 --> 00:22:27,960 it's almost like Google Books and all the 567 00:22:27,960 --> 00:22:30,100 others you mentioned on the show, but on 568 00:22:30,100 --> 00:22:32,700 turbocharged because you can ask a 569 00:22:32,700 --> 00:22:34,240 question as you would a search engine or 570 00:22:34,240 --> 00:22:36,940 you could even ask it back a yes and no 571 00:22:36,940 --> 00:22:39,300 question and what this AI powered 572 00:22:39,300 --> 00:22:41,540 platform does it researches all the 573 00:22:41,540 --> 00:22:44,060 papers and all the kind of research and 574 00:22:44,060 --> 00:22:46,100 journaling that has been done by experts 575 00:22:46,360 --> 00:22:48,280 to give you both sides of the algorithm, 576 00:22:48,280 --> 00:22:50,040 which I think is very, very clever. So 577 00:22:50,040 --> 00:22:51,960 it's not just a, you say, yes, I know, 578 00:22:51,960 --> 00:22:53,880 it's a yes for some of those individuals 579 00:22:53,880 --> 00:22:55,600 here, but it's a no from them. And it's a 580 00:22:55,600 --> 00:22:57,320 maybe from the other. So you get a 581 00:22:57,320 --> 00:22:59,340 rounded view of the particular challenge 582 00:22:59,340 --> 00:23:01,460 or question that you have. And then you 583 00:23:01,460 --> 00:23:03,300 can literally copy and paste quotes, 584 00:23:03,520 --> 00:23:05,060 citations, you have the named 585 00:23:05,060 --> 00:23:06,980 individuals, you have links to their kind 586 00:23:06,980 --> 00:23:09,580 of white papers. It's 1, it's very, very 587 00:23:09,580 --> 00:23:11,360 clever. I will save you a mountain of 588 00:23:11,360 --> 00:23:14,020 time and transform the experience of 589 00:23:14,020 --> 00:23:15,440 going through your blog articles and 590 00:23:15,440 --> 00:23:15,940 more. 591 00:23:16,380 --> 00:23:18,280 I'm really excited about that app. I 592 00:23:18,280 --> 00:23:20,500 think what a great gap in the market for 593 00:23:20,500 --> 00:23:23,320 being able to find content that backs up 594 00:23:23,320 --> 00:23:25,980 what you're saying or even challenges 595 00:23:26,040 --> 00:23:31,300 what you're saying. And finds people have 596 00:23:31,300 --> 00:23:33,800 been cited many, many times for a quote 597 00:23:33,800 --> 00:23:37,560 that they've made. Wow, an app that just 598 00:23:37,560 --> 00:23:40,320 instantly delivers it within seconds, 599 00:23:40,680 --> 00:23:42,180 again, using AI. 600 00:23:42,600 --> 00:23:44,920 Absolutely. Yeah. So of course, do the 601 00:23:44,920 --> 00:23:47,320 fact checking, simple copy and paste on 602 00:23:47,320 --> 00:23:49,460 Google will suffice. But it will save you 603 00:23:49,460 --> 00:23:51,260 a lot of time. And I think what you do 604 00:23:51,260 --> 00:23:53,780 with AI solutions like yours, it inspires 605 00:23:53,780 --> 00:23:55,180 you to be more innovative, more 606 00:23:55,180 --> 00:23:57,180 ambitious. So I'm having that very 607 00:23:57,180 --> 00:23:59,240 different meetings with my clients where 608 00:24:00,560 --> 00:24:02,540 We actually are far more ambitious now 609 00:24:02,540 --> 00:24:04,020 about our content planning than a few 610 00:24:04,020 --> 00:24:05,660 months ago because of what's possible. 611 00:24:06,800 --> 00:24:09,520 Totally. Let's move on to our last 612 00:24:09,520 --> 00:24:11,980 segment, which we always finish on. Of 613 00:24:11,980 --> 00:24:14,280 course, how can you have some content 614 00:24:14,280 --> 00:24:16,740 without the call to action? So it's the 615 00:24:16,740 --> 00:24:18,300 website, call to action. 616 00:24:25,200 --> 00:24:27,440 So now in addition to obviously trying 617 00:24:27,440 --> 00:24:30,460 out our call to action randomizer on the 618 00:24:30,460 --> 00:24:32,120 official website, we're gonna give you 1 619 00:24:32,120 --> 00:24:33,480 more change or adjustment that you should 620 00:24:33,480 --> 00:24:35,480 be doing right now to make your website 621 00:24:35,480 --> 00:24:37,480 work harder for you. Johnny, what is your 622 00:24:37,480 --> 00:24:37,980 recommendation? 623 00:24:39,120 --> 00:24:41,940 So this episode, it's a content delivery 624 00:24:41,940 --> 00:24:45,400 network, a CDN. If your website is not 625 00:24:45,400 --> 00:24:48,920 using a CDN, now is the time to implement 626 00:24:48,940 --> 00:24:51,700 it without fail. A CDN literally just 627 00:24:51,700 --> 00:24:54,240 speeds up your website from a global 628 00:24:54,280 --> 00:24:57,640 point of view. Even if you're not global 629 00:24:57,640 --> 00:25:00,700 don't be put off by what I've just said. 630 00:25:00,920 --> 00:25:04,000 This is local as well but also global. By 631 00:25:04,000 --> 00:25:06,680 implementing a CDN, it ensures faster 632 00:25:06,720 --> 00:25:09,860 user experience worldwide. Why? Because 633 00:25:09,860 --> 00:25:11,820 first of all, users expect things 634 00:25:11,820 --> 00:25:13,540 instantly. They're on a mobile device. 635 00:25:13,540 --> 00:25:15,060 They want it there. And then if your 636 00:25:15,060 --> 00:25:17,900 website doesn't load, they will soon 637 00:25:17,900 --> 00:25:20,360 click that back button within a fraction 638 00:25:20,380 --> 00:25:24,060 of a second. But more importantly, Google 639 00:25:24,060 --> 00:25:25,620 could not have made it any clearer that 640 00:25:25,620 --> 00:25:27,980 websites have to be fast. This is no new 641 00:25:27,980 --> 00:25:31,220 news, but what is new news is that the 642 00:25:31,240 --> 00:25:33,140 number of websites out there that still 643 00:25:33,140 --> 00:25:36,040 don't use a CDN. And that is appalling. 644 00:25:36,300 --> 00:25:37,520 So if you want to be proud of your 645 00:25:37,520 --> 00:25:39,740 website, find out if you're using a CDN, 646 00:25:39,740 --> 00:25:41,710 and if not, speak to your web developer 647 00:25:41,710 --> 00:25:42,920 and get 1 implemented. 648 00:25:43,900 --> 00:25:45,560 And back to our earlier comments, if 649 00:25:45,560 --> 00:25:48,340 you're not sure what that is at all, use 650 00:25:48,340 --> 00:25:50,460 AI to give you a bit of education, a bit 651 00:25:50,460 --> 00:25:52,460 of a breakdown, ask AI to give it to you 652 00:25:52,460 --> 00:25:54,660 in simple language as well, and then you 653 00:25:54,660 --> 00:25:56,280 can have a meaningful conversation with 654 00:25:56,280 --> 00:25:58,100 your developers, that's very exciting. 655 00:25:58,160 --> 00:26:01,400 Talking of conversation, My advice is 656 00:26:01,400 --> 00:26:03,340 around having a meeting with your 657 00:26:03,340 --> 00:26:05,140 colleagues working in sales and customer 658 00:26:05,140 --> 00:26:08,100 service. It is very, very important to be 659 00:26:08,100 --> 00:26:10,000 sure that your website is truly 660 00:26:10,000 --> 00:26:11,780 supporting the business development 661 00:26:11,820 --> 00:26:13,060 activities and efforts of your 662 00:26:13,060 --> 00:26:15,440 organization. And there's nothing like 663 00:26:15,440 --> 00:26:17,700 organizing a meeting, have the drinks and 664 00:26:17,700 --> 00:26:19,620 the biscuits, whatever else works in your 665 00:26:19,620 --> 00:26:22,020 part of the world, and literally ask the 666 00:26:22,020 --> 00:26:24,620 simple question, what are we pushing 667 00:26:25,160 --> 00:26:26,980 actively and intentionally over the 668 00:26:26,980 --> 00:26:29,340 coming weeks and months? Products and 669 00:26:29,340 --> 00:26:31,300 services. I mean, organizations will have 670 00:26:31,300 --> 00:26:33,680 a lot on offer, but typically sales will 671 00:26:33,680 --> 00:26:35,800 behave tactically. Maybe they're looking 672 00:26:35,800 --> 00:26:37,800 at time of the year, different seasons, 673 00:26:37,800 --> 00:26:39,900 different preferences, and maybe using 674 00:26:40,440 --> 00:26:43,740 data from historical kind of ordering. So 675 00:26:43,740 --> 00:26:45,920 there's always something that takes 676 00:26:45,920 --> 00:26:48,260 precedence. So find out what is being 677 00:26:48,260 --> 00:26:50,660 pushed more over the coming weeks and 678 00:26:50,660 --> 00:26:51,760 months and make sure therefore that 679 00:26:51,760 --> 00:26:53,500 you've organized what I call spotlight 680 00:26:53,500 --> 00:26:54,900 content across the website, whether 681 00:26:54,900 --> 00:26:56,460 that's on a homepage, whether that's 682 00:26:56,460 --> 00:26:58,680 within reorganizing the FAQ section, 683 00:26:58,680 --> 00:27:01,100 whether it's reorganizing the blogs even 684 00:27:01,100 --> 00:27:04,320 by giving a kind of editors topics or 685 00:27:04,320 --> 00:27:06,380 choice of the month, whatever, but really 686 00:27:06,380 --> 00:27:08,520 make sure that this website is adjusting 687 00:27:08,860 --> 00:27:11,440 to the sales effort that would really 688 00:27:11,440 --> 00:27:13,280 make a big difference. And I think in 689 00:27:13,280 --> 00:27:15,400 fact, make sure that you get more support 690 00:27:15,400 --> 00:27:17,780 for content ideas and beyond from people 691 00:27:17,780 --> 00:27:19,540 working sales and customer service. 692 00:27:20,600 --> 00:27:23,160 Internal comms, I mean, so important, but 693 00:27:23,160 --> 00:27:26,500 so many small businesses are so bad at 694 00:27:26,500 --> 00:27:28,780 it. So, you know, improve your internal 695 00:27:28,780 --> 00:27:30,840 comms. It's amazing what you can get out 696 00:27:30,840 --> 00:27:34,740 of it. We've focused a lot on AI. We're 697 00:27:34,740 --> 00:27:36,600 finding we're doing that a lot recently, 698 00:27:36,760 --> 00:27:38,560 but how can you not? You don't wanna be 699 00:27:38,560 --> 00:27:41,600 left behind. AI absolutely has changed 700 00:27:41,600 --> 00:27:43,540 search engine optimization, changed it 701 00:27:43,540 --> 00:27:45,260 for the better, changed it to make it so 702 00:27:45,260 --> 00:27:48,540 much easier, so much quicker, but also so 703 00:27:48,540 --> 00:27:51,380 much deeper in terms of the analysis, in 704 00:27:51,380 --> 00:27:53,020 terms of the data, in terms of the 705 00:27:53,020 --> 00:27:55,340 implementation and the changes that you 706 00:27:55,340 --> 00:28:01,000 can make. AI is making it easier to get 707 00:28:01,000 --> 00:28:03,420 yourself higher on that Google ladder. We 708 00:28:03,420 --> 00:28:05,040 talked about successful podcasting. It's 709 00:28:05,040 --> 00:28:07,200 all about having engaging podcasts, 710 00:28:07,620 --> 00:28:09,900 podcast, none of this monotone, none of 711 00:28:09,900 --> 00:28:12,280 this talking over each other. This is 712 00:28:12,280 --> 00:28:16,180 about helpful resourceful content because 713 00:28:16,180 --> 00:28:17,980 people are wanting to learn, they're 714 00:28:17,980 --> 00:28:19,540 wanting to be inspired, they're wanting 715 00:28:19,540 --> 00:28:21,420 to find out something new. And don't 716 00:28:21,420 --> 00:28:23,100 forget that the majority of people for 717 00:28:23,100 --> 00:28:25,380 some reason are on Spotify, which is very 718 00:28:25,380 --> 00:28:27,260 interesting. As always, we've given you a 719 00:28:27,260 --> 00:28:29,100 couple of apps and a couple of call to 720 00:28:29,100 --> 00:28:31,380 actions to start you feeling proud of 721 00:28:31,380 --> 00:28:32,580 your website again. 722 00:28:33,340 --> 00:28:35,280 Thank you very much for this recap. And I 723 00:28:35,280 --> 00:28:37,260 must once again remind everybody about 724 00:28:37,260 --> 00:28:40,980 our free ebook about the 50 top apps and 725 00:28:41,540 --> 00:28:43,780 tech for your website. And of course, the 726 00:28:43,780 --> 00:28:45,520 call to action randomizer. It's quite 727 00:28:45,520 --> 00:28:47,620 fun. You get to pick an action for the 728 00:28:47,620 --> 00:28:50,120 day and then get on with the work with 729 00:28:50,160 --> 00:28:50,880 your team. 730 00:28:52,120 --> 00:28:55,600 That wraps up episode 29 of the 9 Today 731 00:28:55,600 --> 00:28:57,440 Website Mastery podcast, your audio 732 00:28:57,440 --> 00:28:59,760 companion to the 9 Today Website Mastery 733 00:28:59,760 --> 00:29:01,520 program. For more information, visit 9 734 00:29:01,520 --> 00:29:03,060 today, marketingmastery.com where you can 735 00:29:03,060 --> 00:29:05,240 book a discovery call with either myself 736 00:29:05,300 --> 00:29:07,740 or Pascal. It's goodbye for now. We'll 737 00:29:07,740 --> 00:29:09,300 leave you with a fun video and audio 738 00:29:09,300 --> 00:29:11,320 montage to enjoy whilst you review your 739 00:29:11,320 --> 00:29:13,860 notes and actions and take those action 740 00:29:13,860 --> 00:29:16,160 and take those steps forward. Please do 741 00:29:16,160 --> 00:29:19,160 subscribe. Leave us a review. It would 742 00:29:19,160 --> 00:29:21,280 mean a huge amount. Let us know what you 743 00:29:21,280 --> 00:29:24,760 think of the show. Tweet us, or should I 744 00:29:24,760 --> 00:29:25,900 say X us? 745 00:29:26,000 --> 00:29:27,380 No, I don't see X us. 746 00:29:28,860 --> 00:29:30,740 Tweet us. Let us know on LinkedIn. But 747 00:29:30,740 --> 00:29:32,800 more importantly, leave a review. Let us 748 00:29:32,800 --> 00:29:35,380 know and let other people know what you 749 00:29:35,380 --> 00:29:36,820 think. It would make a huge difference to 750 00:29:36,820 --> 00:29:38,940 us. Thanks so much for listening. Enjoy 751 00:29:39,060 --> 00:29:41,200 the video or the audio montage, depending 752 00:29:41,200 --> 00:29:42,360 on whether you're listening or watching. 753 00:29:42,360 --> 00:31:02,420 Take care. Bye. Hey! I'm gonna make it 754 00:31:02,440 --> 00:31:06,450 I'm gonna make it I'm gonna make it