1 00:00:16,320 --> 00:00:20,380 Hello and welcome. It is episode 25 of 2 00:00:20,380 --> 00:00:24,300 the 90 Day Website Mastery podcast. This 3 00:00:24,300 --> 00:00:26,800 is the companion to the 90 Day Website 4 00:00:26,800 --> 00:00:28,840 Mastery program. As I said, we're on 5 00:00:28,840 --> 00:00:31,160 episode 25. We wanted to find a way to 6 00:00:31,160 --> 00:00:32,800 continue to share more advice and 7 00:00:32,800 --> 00:00:35,020 insights about making your website work 8 00:00:35,020 --> 00:00:37,860 harder and for you to feel proud about 9 00:00:37,860 --> 00:00:40,620 your website again. And with my co-host 10 00:00:40,800 --> 00:00:43,380 Pascal Fintoni, good to have you back 11 00:00:43,380 --> 00:00:43,880 Pascal. 12 00:00:44,060 --> 00:00:45,600 Thank you very much and you know what's 13 00:00:45,600 --> 00:00:48,640 exciting So not only are we here to 14 00:00:48,640 --> 00:00:51,180 provide value and practical advice to our 15 00:00:51,180 --> 00:00:53,300 audience, but this is also good for you 16 00:00:53,300 --> 00:00:56,100 and I to catch up from time to time and 17 00:00:56,100 --> 00:00:58,220 just, you know, find a way to summarize 18 00:00:58,260 --> 00:01:00,140 what we've been up to in terms of our 19 00:01:00,140 --> 00:01:02,160 work with, in terms of speaking at 20 00:01:02,160 --> 00:01:04,040 events, by the Wonders website, internet 21 00:01:04,040 --> 00:01:05,860 and content marketing, in terms of our 22 00:01:05,860 --> 00:01:09,360 consultancy and more. Because it changes 23 00:01:09,440 --> 00:01:11,800 quite rapidly. And I don't mean to say 24 00:01:11,800 --> 00:01:15,200 the technology, but actually the approach 25 00:01:15,280 --> 00:01:17,420 and mindset to get better results and to 26 00:01:17,420 --> 00:01:18,960 be proud of your website. You know, 27 00:01:18,960 --> 00:01:21,900 there's always a movement forward that I 28 00:01:21,900 --> 00:01:23,700 think this show is helping us capture. 29 00:01:24,860 --> 00:01:30,780 I see this as a therapy session. It's a 30 00:01:30,780 --> 00:01:32,880 place for me to be able to think and 31 00:01:32,880 --> 00:01:36,060 reflect. And you were saying that there's 32 00:01:36,060 --> 00:01:37,640 so much change and it's not just tools, 33 00:01:37,640 --> 00:01:39,680 but the tools are just crazy at the 34 00:01:39,680 --> 00:01:44,280 moment. I mean, there's just so many. But 35 00:01:44,280 --> 00:01:46,860 as you say, the mindset and the way 36 00:01:47,220 --> 00:01:49,240 communication needs to adapt for 37 00:01:49,240 --> 00:01:51,600 different generations. It, yeah, I see 38 00:01:51,600 --> 00:01:53,400 this as a bit of a therapy session in, 39 00:01:53,400 --> 00:01:56,000 in, in, in being able to reflect on 40 00:01:56,000 --> 00:01:58,320 what's going on. So yeah, I really enjoy 41 00:01:58,320 --> 00:02:00,540 it. And we've got 4 segments in every 42 00:02:00,540 --> 00:02:02,700 show. So we've got the, you ask, we 43 00:02:02,700 --> 00:02:05,020 answer where we have a look at something 44 00:02:05,020 --> 00:02:07,080 that perhaps a client has said to us or 45 00:02:07,080 --> 00:02:08,820 something that we've spotted or perhaps 46 00:02:09,520 --> 00:02:12,180 you as our listeners as our viewers have 47 00:02:12,180 --> 00:02:15,040 asked us a question and we dissect it. 48 00:02:15,040 --> 00:02:16,880 We've got the website stories where we 49 00:02:16,880 --> 00:02:19,060 found an article or a video or a podcast 50 00:02:19,600 --> 00:02:22,440 where we discuss and debate. We also have 51 00:02:22,440 --> 00:02:24,720 the website engine room, which is an app 52 00:02:24,720 --> 00:02:27,740 that Pascal and myself, 2 apps in total, 53 00:02:28,520 --> 00:02:30,740 come up with to make your life easier as 54 00:02:30,740 --> 00:02:32,900 a website manager and website content 55 00:02:32,900 --> 00:02:35,920 creator ultimately helping you ensure 56 00:02:35,980 --> 00:02:38,720 that you are feeling more proud of your 57 00:02:38,720 --> 00:02:40,440 website or even proud of your website 58 00:02:40,440 --> 00:02:42,240 again. And lastly we have the call to 59 00:02:42,240 --> 00:02:43,520 action the website call to action where 60 00:02:43,520 --> 00:02:45,420 we give you 1 change or adjustment that 61 00:02:45,420 --> 00:02:47,060 you should be making to your website 62 00:02:47,120 --> 00:02:50,940 right now. So we will start with You Ask, 63 00:02:50,940 --> 00:02:53,700 We Answer, and I will hand over to Pascal 64 00:02:54,100 --> 00:02:55,640 in just 1 second. ♪♪ 65 00:03:02,640 --> 00:03:03,900 Thank you very much, Jonny, for the 66 00:03:03,900 --> 00:03:06,220 introduction. So in You Ask, We Answer, 67 00:03:06,220 --> 00:03:08,600 we usually pick a question that perhaps 68 00:03:08,600 --> 00:03:10,580 we had during an event that we attended, 69 00:03:10,580 --> 00:03:12,880 maybe during a one-to-one consultancy. 70 00:03:12,880 --> 00:03:15,040 And this is very much the case in this 1. 71 00:03:15,060 --> 00:03:17,240 I was with a client about a week ago or 72 00:03:17,240 --> 00:03:18,900 so, and we were talking about the 73 00:03:18,900 --> 00:03:20,520 relationship between social media, 74 00:03:20,860 --> 00:03:23,300 between websites, and YouTube, and Google 75 00:03:23,300 --> 00:03:25,560 Business Profiling, all those kind of 76 00:03:25,560 --> 00:03:28,100 crazy ecosystem. And this is pretty much 77 00:03:28,100 --> 00:03:29,860 what I heard, and I've heard this so many 78 00:03:29,860 --> 00:03:33,220 times. Is it true that you get penalized 79 00:03:33,340 --> 00:03:35,460 on social media if you share a link to 80 00:03:35,460 --> 00:03:37,480 your website on the post? And the 81 00:03:37,480 --> 00:03:38,860 reaction was, so what's the point of 82 00:03:38,860 --> 00:03:40,880 social media and how can I get more 83 00:03:40,880 --> 00:03:42,840 traffic to my website from LinkedIn, 84 00:03:43,020 --> 00:03:46,440 Facebook or X? What's see you Johnny Ross 85 00:03:46,440 --> 00:03:48,660 penalties or just a myth? 86 00:03:49,080 --> 00:03:51,560 Well, the, the point of social media is 87 00:03:51,560 --> 00:03:53,560 certainly not to get traffic on your 88 00:03:53,560 --> 00:03:55,760 website. I'm afraid to tell you, if 89 00:03:55,760 --> 00:03:57,940 you're watching or listening right now, 90 00:03:58,520 --> 00:04:00,960 don't see social media as the answer. 91 00:04:01,640 --> 00:04:04,120 It's part of the, the story is part of 92 00:04:04,120 --> 00:04:06,300 the solution, but it's where it's the 93 00:04:06,300 --> 00:04:08,620 conversation, the clue is in the word 94 00:04:08,620 --> 00:04:11,680 social. It's a conversation, it's a place 95 00:04:11,680 --> 00:04:14,060 to create a community to have that 96 00:04:14,060 --> 00:04:17,920 conversation. I think I'm a touch torn on 97 00:04:17,920 --> 00:04:22,480 this but I think that is more myth than 98 00:04:22,740 --> 00:04:25,760 black and white fact I think it's about 99 00:04:26,000 --> 00:04:29,020 really considering the behavior of people 100 00:04:29,020 --> 00:04:33,420 and how they interact with posts. So 101 00:04:34,060 --> 00:04:36,600 what's been said for many, for a number 102 00:04:36,600 --> 00:04:38,880 of years now is if you put a link on that 103 00:04:38,880 --> 00:04:41,180 post, the algorithm is less likely to 104 00:04:41,180 --> 00:04:43,380 show that post because LinkedIn don't 105 00:04:43,380 --> 00:04:45,200 want to send you outside of the 106 00:04:45,580 --> 00:04:47,900 ecosystem. Ecosystem. And I think the 107 00:04:47,900 --> 00:04:51,240 element of truth there is that users, 108 00:04:51,340 --> 00:04:55,160 people, people that follow you are less 109 00:04:55,160 --> 00:04:58,320 likely to click a link on a post unless 110 00:04:58,320 --> 00:05:01,620 there's a really good reason. And I think 111 00:05:01,620 --> 00:05:05,460 that behavior has taught LinkedIn and 112 00:05:05,460 --> 00:05:09,160 also made, brought this conversation to 113 00:05:09,160 --> 00:05:11,780 light. So in terms of, does it penalize 114 00:05:11,920 --> 00:05:14,440 you? Well, I don't know how much it 115 00:05:14,440 --> 00:05:18,220 affects the algorithm. Do people click it 116 00:05:18,820 --> 00:05:21,680 only if it's very compelling? So I think 117 00:05:21,680 --> 00:05:24,960 there is an element of bearing in mind 118 00:05:24,960 --> 00:05:27,100 why you're putting the link and what the 119 00:05:27,100 --> 00:05:29,180 strength of the link is. And likewise, 120 00:05:29,180 --> 00:05:30,600 it's a bit like whether you should be 121 00:05:30,600 --> 00:05:32,960 uploading a video directly to LinkedIn or 122 00:05:32,960 --> 00:05:34,540 whether you should be sharing a YouTube 123 00:05:34,540 --> 00:05:36,680 video. For many years, people have been 124 00:05:36,680 --> 00:05:37,920 saying, well, if you share a YouTube 125 00:05:37,920 --> 00:05:39,960 video, LinkedIn is less likely to share 126 00:05:39,960 --> 00:05:41,760 it on the algorithm because they don't 127 00:05:41,760 --> 00:05:43,940 want to send people off. But I think 128 00:05:43,940 --> 00:05:45,920 ultimately, if it's a native video on the 129 00:05:45,920 --> 00:05:48,040 platform, it automatically plays straight 130 00:05:48,040 --> 00:05:50,060 away, it's mobile friendly, compared to 131 00:05:50,060 --> 00:05:51,420 YouTube where you've got to click and 132 00:05:51,420 --> 00:05:53,160 then it sends you to an app and it gets 133 00:05:53,160 --> 00:05:55,260 you to try and sign in, try and sell you 134 00:05:55,260 --> 00:05:57,540 a monthly fee and all of that stuff. And 135 00:05:57,540 --> 00:06:00,480 I think that in itself is off-putting. So 136 00:06:00,480 --> 00:06:03,140 I don't know if I've given you a definite 137 00:06:03,240 --> 00:06:07,540 answer here, Pascal, but you've got to 138 00:06:07,540 --> 00:06:09,620 have a compelling reason as to why you're 139 00:06:09,620 --> 00:06:10,680 putting the link there in the first 140 00:06:10,680 --> 00:06:11,180 place. 141 00:06:11,460 --> 00:06:14,180 And for me, I join you in that because 142 00:06:14,180 --> 00:06:16,720 it's back to the many debates I have with 143 00:06:16,720 --> 00:06:18,840 other social media practitioners about 144 00:06:18,840 --> 00:06:21,160 causation and correlation. I think you've 145 00:06:21,160 --> 00:06:23,600 got to be very, very careful not to 146 00:06:23,600 --> 00:06:26,440 conclude something based on what you can 147 00:06:26,440 --> 00:06:28,940 observe. So I think you're right. 148 00:06:28,940 --> 00:06:31,080 Ultimately, if I am on LinkedIn and I've 149 00:06:31,080 --> 00:06:32,640 chosen to spend a quarter of an hour to 150 00:06:32,640 --> 00:06:35,040 go through my feed, I will not 151 00:06:36,100 --> 00:06:38,800 essentially then click on the link to 152 00:06:38,800 --> 00:06:42,360 kind of jeopardize the time that I want 153 00:06:42,360 --> 00:06:44,800 to spend on LinkedIn unless the 154 00:06:44,800 --> 00:06:47,220 invitation is very, very compelling. So 155 00:06:47,220 --> 00:06:48,560 people could ask, well, what do you mean, 156 00:06:48,560 --> 00:06:49,960 Pascal? I'd say, well, instead of saying 157 00:06:49,960 --> 00:06:51,960 to somebody, hey, I've written a new blog 158 00:06:51,960 --> 00:06:53,860 post, here's a link, go check it out. 159 00:06:53,860 --> 00:06:55,480 Perhaps you could word it in a more 160 00:06:55,480 --> 00:06:57,340 conversational manner, back to your 161 00:06:57,340 --> 00:06:59,060 point, Ernst, saying, I've written this 162 00:06:59,060 --> 00:07:01,160 article, but I'm unsure whether I've got 163 00:07:01,160 --> 00:07:03,040 it right, or I would welcome some 164 00:07:03,040 --> 00:07:05,340 different opinions or I'm lacking data 165 00:07:05,340 --> 00:07:07,320 and so you want to engage people into a 166 00:07:07,320 --> 00:07:09,620 conversation in a way where we're saying 167 00:07:10,080 --> 00:07:12,100 go check it out because I'm not sure I've 168 00:07:12,100 --> 00:07:14,260 got it completely right or you've got 169 00:07:14,260 --> 00:07:16,240 something that is almost premium. I've 170 00:07:16,240 --> 00:07:17,720 got a brand new ebook, I've got a new 171 00:07:17,720 --> 00:07:19,600 webinar series available for free and so 172 00:07:19,600 --> 00:07:21,500 on. So it's something that has to 173 00:07:21,500 --> 00:07:23,720 essentially be more attractive than 174 00:07:23,720 --> 00:07:25,520 staying on LinkedIn, Facebook, X, 175 00:07:25,520 --> 00:07:27,980 Pinterest, TikTok and so on. And that to 176 00:07:27,980 --> 00:07:30,760 me is the key. So when, I think we missed 177 00:07:30,760 --> 00:07:32,640 the appearance of penalty. I don't 178 00:07:32,640 --> 00:07:34,120 imagine that people at, let's say, 179 00:07:34,120 --> 00:07:35,980 LinkedIn, which was the question I was 180 00:07:35,980 --> 00:07:38,040 asked, spend time in the office thinking, 181 00:07:38,040 --> 00:07:40,320 how can we punish people who are trying 182 00:07:40,320 --> 00:07:42,840 to, you know, bring value to their 183 00:07:43,420 --> 00:07:45,960 community? But here it is. Typically, 184 00:07:46,060 --> 00:07:49,000 when you have a link in a post, a post is 185 00:07:49,000 --> 00:07:51,360 very short and there's nothing else to go 186 00:07:51,360 --> 00:07:54,860 with it. So what there is as a real kind 187 00:07:54,860 --> 00:07:58,040 of value indicator is dwell time, 188 00:07:58,120 --> 00:08:00,260 particularly with mobile phone users. So 189 00:08:00,260 --> 00:08:02,180 if somebody sees a short, sharp 190 00:08:02,500 --> 00:08:04,540 announcement that there is new content to 191 00:08:04,540 --> 00:08:06,780 check out or an event to join and it hits 192 00:08:06,780 --> 00:08:08,560 a hyperlink to Eventbrite, they're going 193 00:08:08,560 --> 00:08:11,040 to pass very quickly. They may even make 194 00:08:11,040 --> 00:08:12,840 a mental note to look it up again and of 195 00:08:12,840 --> 00:08:14,680 course they won't. So the dwell time is 196 00:08:14,680 --> 00:08:16,480 going to be so brief that it sends a 197 00:08:16,480 --> 00:08:18,640 signal to the platform that this is of no 198 00:08:18,640 --> 00:08:20,660 interest to you. And we know enough about 199 00:08:20,660 --> 00:08:22,540 the behavior of LinkedIn, I'm guessing, 200 00:08:22,540 --> 00:08:24,140 Meta, and others are doing the same, 201 00:08:24,140 --> 00:08:26,720 which is, you know, they do a test. So 202 00:08:26,720 --> 00:08:28,440 if, Johnny, you publish something on 203 00:08:28,440 --> 00:08:30,460 LinkedIn now, a small percentage of your 204 00:08:30,460 --> 00:08:32,180 network is going to see it. And if 205 00:08:32,180 --> 00:08:33,380 they're reacting to whether it's 206 00:08:33,380 --> 00:08:35,860 positive, dwell time and a few likes, 207 00:08:35,860 --> 00:08:39,240 comments and shares, then more of your 208 00:08:39,240 --> 00:08:41,420 network will see it. So the penalty is 209 00:08:41,420 --> 00:08:43,780 more about the lack of interaction with a 210 00:08:43,780 --> 00:08:46,300 post that appears to have little value. 211 00:08:46,300 --> 00:08:48,260 But I don't believe that there is a rule 212 00:08:48,260 --> 00:08:51,100 that says, if there is a hyperlink, kill 213 00:08:51,100 --> 00:08:53,160 the post. I think it's more the nature of 214 00:08:53,160 --> 00:08:55,240 the post that comes with the hyperlink is 215 00:08:55,240 --> 00:08:58,480 usually not in line with the kind of 216 00:08:58,480 --> 00:08:59,940 content people find interesting. 217 00:09:00,480 --> 00:09:03,980 Yeah, yeah. And I think that you've just 218 00:09:04,740 --> 00:09:07,800 mentioned for me a bit of a golden 219 00:09:07,800 --> 00:09:10,120 nugget, that dwell time. If you can 220 00:09:10,120 --> 00:09:12,260 create something, because people don't 221 00:09:12,260 --> 00:09:16,000 always like or comment or share, but they 222 00:09:16,000 --> 00:09:17,800 are interested in stalking, they are 223 00:09:17,800 --> 00:09:19,960 interested in reading things if it's of 224 00:09:19,960 --> 00:09:22,280 interest and if you can get that dwell 225 00:09:22,280 --> 00:09:25,520 time I've seen many experiments were just 226 00:09:25,520 --> 00:09:28,580 giving the platform an element of. I've 227 00:09:28,580 --> 00:09:30,320 spent time looking at this and all of a 228 00:09:30,320 --> 00:09:32,420 sudden you start seeing a lot more of it. 229 00:09:32,440 --> 00:09:36,420 So focus on, as always, high quality 230 00:09:36,740 --> 00:09:38,540 content that's gonna engage with the 231 00:09:38,540 --> 00:09:40,800 audience that you're actually wanting to 232 00:09:40,800 --> 00:09:43,260 engage with. And that is more the secret 233 00:09:43,260 --> 00:09:44,860 to whether a link should be in the post 234 00:09:44,860 --> 00:09:45,420 or not. 235 00:09:45,420 --> 00:09:47,700 Yeah, and for me, play the game. Put a 236 00:09:47,700 --> 00:09:50,280 video natively, put the link. Play the 237 00:09:50,280 --> 00:09:52,640 game, put a carousel and put the link. So 238 00:09:52,640 --> 00:09:54,520 you're gonna get the dwell time, write a 239 00:09:54,520 --> 00:09:57,060 long form thought piece and put the link. 240 00:09:57,060 --> 00:09:59,240 You know what I mean? So do it properly 241 00:09:59,480 --> 00:10:01,860 as opposed to a short, sharp announcement 242 00:10:02,120 --> 00:10:04,960 that almost looked like a semi advert of 243 00:10:04,960 --> 00:10:05,460 sort. 244 00:10:05,740 --> 00:10:08,380 Absolutely. Let's move on to our next 245 00:10:08,380 --> 00:10:11,080 segment, which is website stories. 246 00:10:18,340 --> 00:10:20,140 So for episode 25, we've chosen an 247 00:10:20,140 --> 00:10:23,940 article, Johnny, from CMSY.com. They've 248 00:10:23,940 --> 00:10:25,900 been on the show before. And this is 249 00:10:25,900 --> 00:10:27,880 written by digital marketing expert and 250 00:10:27,880 --> 00:10:30,780 freelance writer, Shetra Ayya. And this 251 00:10:30,780 --> 00:10:34,380 is about 5 SEO strategies to embrace in 252 00:10:34,380 --> 00:10:37,480 2024. And I have to tell you, SEO was my 253 00:10:37,480 --> 00:10:39,440 first kind of entry into the world of 254 00:10:39,440 --> 00:10:41,920 training and consultancy, and I'm a 255 00:10:41,920 --> 00:10:43,900 sucker. If I see things to do with SEO 256 00:10:43,900 --> 00:10:46,400 strategies and things that can help us 257 00:10:46,400 --> 00:10:48,840 think about what it means today. I'm all 258 00:10:48,840 --> 00:10:50,380 for it. So I would encourage people to 259 00:10:50,380 --> 00:10:52,000 follow the hyperlink in the show notes, 260 00:10:52,000 --> 00:10:54,140 and what I'm gonna give you, everyone, 261 00:10:54,140 --> 00:10:56,320 and Johnny, it's a summary of the key 262 00:10:56,320 --> 00:10:58,340 elements. And I'm gonna end with a 263 00:10:58,340 --> 00:10:59,980 question, which is all to do with the 264 00:10:59,980 --> 00:11:03,080 weather, 20, 30 years later, indeed, the 265 00:11:03,080 --> 00:11:06,680 acronym SEO needs to be given a whole new 266 00:11:06,680 --> 00:11:09,640 meaning. But the the article is very well 267 00:11:09,640 --> 00:11:11,540 written, there's a lot of quotes from 268 00:11:11,600 --> 00:11:13,320 expert, this is very well researched by 269 00:11:13,320 --> 00:11:15,520 Chitra and I really really think it's a 270 00:11:15,520 --> 00:11:17,080 great example of what we were talking 271 00:11:17,080 --> 00:11:18,920 about earlier, about how to get social 272 00:11:18,920 --> 00:11:22,540 media engagement. So the whole basis is 273 00:11:22,540 --> 00:11:24,680 that the function of search engine 274 00:11:24,680 --> 00:11:26,200 optimization, whether it's a full-time 275 00:11:26,200 --> 00:11:28,400 occupation or 1 of the plates spinning, 276 00:11:28,940 --> 00:11:31,400 you know, for as part of your busy week, 277 00:11:31,400 --> 00:11:34,020 has really moved on from researching 278 00:11:34,280 --> 00:11:36,540 keywords and talking keywords on the 279 00:11:36,540 --> 00:11:39,520 page. And this is really now a lot more 280 00:11:39,520 --> 00:11:41,760 about attending the audience, their 281 00:11:41,760 --> 00:11:44,720 intent, and also understanding the entire 282 00:11:45,160 --> 00:11:48,080 spectrum of questions and topics that 283 00:11:48,080 --> 00:11:50,780 would arise during the client's research 284 00:11:50,900 --> 00:11:53,400 and selection process. So it's a lot more 285 00:11:53,400 --> 00:11:55,240 interesting I think than just I have 286 00:11:55,240 --> 00:11:57,720 something to sell, what are the keywords 287 00:11:57,720 --> 00:12:01,180 or long tail keywords to try and get 288 00:12:01,180 --> 00:12:02,760 buyers. You know I think we want to 289 00:12:02,760 --> 00:12:05,940 attract interest from the early stage of 290 00:12:05,940 --> 00:12:07,900 research. The other thing that is 291 00:12:07,900 --> 00:12:10,020 fascinating to me and that was shown in 292 00:12:10,020 --> 00:12:12,280 the article is that the function also 293 00:12:12,340 --> 00:12:14,620 needs to move away from just search 294 00:12:14,620 --> 00:12:19,000 engines. People now look at information 295 00:12:19,340 --> 00:12:21,340 in so many different ways. And they were 296 00:12:21,340 --> 00:12:23,000 saying is that you want to start to have 297 00:12:23,000 --> 00:12:24,900 a strategy that is multi-platform, 298 00:12:25,680 --> 00:12:29,360 TikTok, Amazon, Reddit. If you're into 299 00:12:29,640 --> 00:12:31,900 the industry, Skyscanner, if you're into 300 00:12:31,920 --> 00:12:33,640 food and drink, where do they go for 301 00:12:33,640 --> 00:12:35,740 their recipes and so on. So you have to 302 00:12:35,740 --> 00:12:38,340 have a multi-platform and a content 303 00:12:38,400 --> 00:12:40,760 ecosystem fully mapped out, which leads 304 00:12:40,760 --> 00:12:42,720 therefore for you to have understood the 305 00:12:42,720 --> 00:12:45,020 topic clusters, the hub, and of course, 306 00:12:45,020 --> 00:12:47,080 what is being called rather grandly, the 307 00:12:47,080 --> 00:12:49,340 semantic search, this idea of search 308 00:12:49,540 --> 00:12:52,320 finding the context of location, intent, 309 00:12:52,360 --> 00:12:54,920 and so on. 1 that surprised me, because 310 00:12:54,920 --> 00:12:56,320 my position is that it's happening 311 00:12:56,320 --> 00:12:58,040 already, they were saying, now, those in 312 00:12:58,040 --> 00:13:00,320 charge of SEO should collaborate with 313 00:13:00,320 --> 00:13:02,520 other teams and departments. And I was 314 00:13:02,520 --> 00:13:04,640 like, well, surely they are already, but 315 00:13:04,640 --> 00:13:06,400 perhaps you'd correct me, I'm joining 316 00:13:06,400 --> 00:13:08,000 with your own research, but saying, you 317 00:13:08,000 --> 00:13:10,160 know, talk to people in sales, product 318 00:13:10,160 --> 00:13:12,660 development, PR, customer service, and so 319 00:13:12,660 --> 00:13:14,880 on. I said, well, that seems like an 320 00:13:14,880 --> 00:13:17,460 obvious advice, but why not? And what 321 00:13:17,460 --> 00:13:19,360 they were saying is that those in charge 322 00:13:19,360 --> 00:13:23,160 of SEO should study extensively the 323 00:13:23,240 --> 00:13:26,180 search engine results pages and literally 324 00:13:26,460 --> 00:13:28,200 explain to their colleagues have you seen 325 00:13:28,200 --> 00:13:29,800 what's happening right now have you seen 326 00:13:29,800 --> 00:13:31,800 the way Google lays things down obviously 327 00:13:31,800 --> 00:13:33,580 the different panels and that kind of 328 00:13:33,580 --> 00:13:36,100 things, but also of course the forums and 329 00:13:36,100 --> 00:13:38,860 more. And you've got to educate and 330 00:13:38,860 --> 00:13:41,380 inform yourself about the impact of 331 00:13:41,380 --> 00:13:44,440 AI-powered search results. And you and I 332 00:13:44,440 --> 00:13:45,880 have discussed it actually in previous 333 00:13:45,880 --> 00:13:49,340 results. So what is happening to Google, 334 00:13:49,340 --> 00:13:51,460 to Bing, to Yahoo, many others in their 335 00:13:51,460 --> 00:13:53,000 attempt, of course, to keep their 336 00:13:53,000 --> 00:13:55,940 searches happy. And that layout, as I 337 00:13:55,940 --> 00:13:57,440 would call it, is changing so 338 00:13:57,440 --> 00:13:59,900 dramatically that it's having an impact 339 00:13:59,900 --> 00:14:02,160 on all of us. But really, this article is 340 00:14:02,160 --> 00:14:04,540 wonderful because it suggests that those 341 00:14:04,540 --> 00:14:07,440 3 letters are hiding actually a far more 342 00:14:07,440 --> 00:14:09,520 exciting and interesting function to 343 00:14:09,520 --> 00:14:12,080 begin with, but it may well be that it is 344 00:14:12,080 --> 00:14:14,020 time to change the meaning. But before I 345 00:14:14,020 --> 00:14:17,200 give you my suggestion of what SEO should 346 00:14:17,200 --> 00:14:20,920 mean nowadays, Your reaction to the 347 00:14:20,920 --> 00:14:22,940 advice given by this article? 348 00:14:23,760 --> 00:14:26,460 You say that there's more excitement 349 00:14:26,680 --> 00:14:30,060 behind SEO and what it stands for. 350 00:14:30,060 --> 00:14:32,040 Actually, that technical SEO gets me 351 00:14:32,040 --> 00:14:37,260 really excited. Whether that's geeky or 352 00:14:37,260 --> 00:14:40,600 not, I really like the technical side and 353 00:14:40,600 --> 00:14:42,940 playing the game of climbing that ladder. 354 00:14:43,780 --> 00:14:45,600 However, the point you're making was not 355 00:14:45,600 --> 00:14:48,340 that. The point you're making is so true 356 00:14:48,480 --> 00:14:50,760 that it's we need to you know we need to 357 00:14:50,760 --> 00:14:52,480 be thinking about personalization, we 358 00:14:52,480 --> 00:14:54,760 need to be thinking about user 359 00:14:54,760 --> 00:14:57,880 experience, integration, emerging 360 00:14:57,880 --> 00:14:59,760 technologies, all you know the AI, the 361 00:14:59,760 --> 00:15:02,220 machine learning and even sustainability 362 00:15:02,640 --> 00:15:05,280 to some extent. So it's about it 363 00:15:05,280 --> 00:15:08,940 encompasses so much more than pleasing 364 00:15:09,240 --> 00:15:12,380 Google or pleasing yeah even even 365 00:15:12,380 --> 00:15:15,060 pleasing TikTok even what I agree in 366 00:15:15,060 --> 00:15:18,160 terms of the platform I'm terrible for 367 00:15:18,160 --> 00:15:20,680 using the word Google all the time, but I 368 00:15:20,680 --> 00:15:23,720 must admit whenever I use that word, I 369 00:15:23,720 --> 00:15:26,760 actually mean any platform because you're 370 00:15:26,760 --> 00:15:29,540 optimizing on whatever the platform is, 371 00:15:29,540 --> 00:15:33,280 even if that's face to face in a room. It 372 00:15:33,280 --> 00:15:35,500 doesn't really matter. It's about how you 373 00:15:35,500 --> 00:15:39,560 optimize to find clients, to keep clients 374 00:15:39,560 --> 00:15:42,980 and to find clients ultimately. And so it 375 00:15:42,980 --> 00:15:46,400 encompasses so much more. I think it's 376 00:15:46,400 --> 00:15:49,700 important to definitely have a mindset of 377 00:15:49,700 --> 00:15:51,540 moving away from that traditional, for 378 00:15:51,540 --> 00:15:55,200 example, keyword density. I've got, it's 379 00:15:55,200 --> 00:15:56,880 a bit frustrating, I've still got a 380 00:15:56,880 --> 00:16:00,860 client that is, oh, whatever I say and 381 00:16:00,860 --> 00:16:02,260 whatever I, hopefully they're not 382 00:16:02,260 --> 00:16:04,300 listening and they won't realize who I'm 383 00:16:04,300 --> 00:16:09,400 talking about but If they are hello But 384 00:16:09,400 --> 00:16:13,020 they're forever asking me specifically on 385 00:16:13,020 --> 00:16:15,800 that keyword density and And I'm like, 386 00:16:15,800 --> 00:16:18,240 will you stop it? Stop being so 387 00:16:18,240 --> 00:16:21,680 prescriptive. Times have moved on way 388 00:16:21,720 --> 00:16:23,720 past that. And it's, yes, of course, 389 00:16:23,720 --> 00:16:25,940 there has to be context, there has to be 390 00:16:26,260 --> 00:16:30,660 understanding, but it's more about the 391 00:16:30,660 --> 00:16:33,140 engagement, the value you're adding. Is 392 00:16:33,140 --> 00:16:36,540 it helpful? Is it resourceful? Way more. 393 00:16:36,540 --> 00:16:39,840 So what SEO becomes, I'm not sure, I 394 00:16:39,840 --> 00:16:43,660 can't predict the future, but for sure we 395 00:16:43,660 --> 00:16:46,320 need to take into account way more, way 396 00:16:46,320 --> 00:16:46,820 more. 397 00:16:47,020 --> 00:16:49,300 Yeah, and I love the way it begins, this 398 00:16:49,300 --> 00:16:51,700 article, this idea of it is your role to 399 00:16:51,700 --> 00:16:53,480 educate your colleagues in a way, and by 400 00:16:53,480 --> 00:16:55,960 extension, you and I are clients, that 401 00:16:55,960 --> 00:16:59,320 you have to cover the full spectrum of 402 00:16:59,320 --> 00:17:02,480 questions and topics that a future 403 00:17:02,480 --> 00:17:05,160 customer is likely to use, whether they 404 00:17:05,160 --> 00:17:08,880 use voice or they use typing on the 405 00:17:08,880 --> 00:17:12,420 keyboard, or even just the prompts 406 00:17:12,880 --> 00:17:14,620 offered by the search engine. So you and 407 00:17:14,620 --> 00:17:16,360 I talked about, look what's happening on 408 00:17:16,360 --> 00:17:18,660 Google when they say people also asked, 409 00:17:18,900 --> 00:17:20,360 you know, and then that panel of 410 00:17:20,360 --> 00:17:22,900 question, you have to have that covered 411 00:17:22,900 --> 00:17:25,120 on your website. And I said to my 412 00:17:25,120 --> 00:17:26,680 clients, and don't worry that others have 413 00:17:26,680 --> 00:17:28,100 done it already. What matters is that you 414 00:17:28,100 --> 00:17:30,200 are not covering those questions, you 415 00:17:30,200 --> 00:17:32,160 know, for, for your customers, But time 416 00:17:32,160 --> 00:17:34,080 is against us. So here's my kind of 417 00:17:34,080 --> 00:17:38,300 proposition to you today about SEO. I 418 00:17:38,300 --> 00:17:39,860 believe that, bear in mind the 419 00:17:39,860 --> 00:17:41,980 conversation and this article, we need to 420 00:17:41,980 --> 00:17:44,360 move on from search engine optimization 421 00:17:45,060 --> 00:17:46,960 and actually get your colleagues who are 422 00:17:46,960 --> 00:17:50,140 not marketers excited about search 423 00:17:50,140 --> 00:17:53,480 experience optimization. And as a result 424 00:17:53,480 --> 00:17:55,640 of which, then you move away from that 425 00:17:55,640 --> 00:17:57,800 only thinking about Google and Bing and 426 00:17:57,800 --> 00:17:59,340 the others, although people always think 427 00:17:59,340 --> 00:18:02,200 about Google. And then it plays to this 428 00:18:02,200 --> 00:18:06,180 idea of it's wherever your customers is 429 00:18:06,180 --> 00:18:09,760 currently gaining information. You know, 430 00:18:09,760 --> 00:18:12,900 the forum, the local business club, 431 00:18:13,140 --> 00:18:14,540 newsletter, that kind of thing. You know, 432 00:18:14,540 --> 00:18:16,920 they are searching for information and 433 00:18:16,920 --> 00:18:18,880 your job is to optimize the experience 434 00:18:18,960 --> 00:18:20,860 and for you to become their favorite. So 435 00:18:20,860 --> 00:18:23,600 here we go. SEO nowadays equals search 436 00:18:23,600 --> 00:18:24,880 experience optimization. 437 00:18:27,740 --> 00:18:29,760 Perhaps you've just coined the new 438 00:18:29,760 --> 00:18:30,260 phrase. 439 00:18:30,620 --> 00:18:33,300 I'm not sure. I'll check it. And if I 440 00:18:33,300 --> 00:18:35,860 have, it was done on episode 25. 441 00:18:39,280 --> 00:18:42,940 And all credits to Pascal Fintoni. Yeah 442 00:18:44,540 --> 00:18:47,900 it we definitely need to reflect on what 443 00:18:47,900 --> 00:18:51,960 SEO is all about and move away from this 444 00:18:52,200 --> 00:18:55,080 potentially way too prescriptive. That 445 00:18:55,080 --> 00:18:57,160 was website stories, let's move to our 446 00:18:57,160 --> 00:19:00,280 next segment which is the website engine 447 00:19:00,280 --> 00:19:00,780 room. 448 00:19:07,420 --> 00:19:09,520 Now In this segment of the show we choose 449 00:19:09,520 --> 00:19:12,100 1 app each, a software solution, maybe a 450 00:19:12,100 --> 00:19:14,380 piece of kit that can make life easier as 451 00:19:14,380 --> 00:19:16,520 a website manager and website content 452 00:19:16,520 --> 00:19:18,680 creator. And of course excitedly, this 453 00:19:18,680 --> 00:19:21,220 being number 25, that means that we've 454 00:19:21,220 --> 00:19:24,360 reached now 50 apps and online solution 455 00:19:24,360 --> 00:19:26,040 which is pretty incredible and there will 456 00:19:26,040 --> 00:19:27,720 be a very special announcement very soon 457 00:19:27,720 --> 00:19:30,480 about this. Jonny what is your selection 458 00:19:30,480 --> 00:19:31,540 for today? 459 00:19:32,360 --> 00:19:34,640 Well today's is a tiny bit of a naughty 460 00:19:34,640 --> 00:19:38,220 1. LinkedIn certainly if they were 461 00:19:38,220 --> 00:19:41,320 listening wouldn't be agreeing to it but 462 00:19:41,320 --> 00:19:44,600 it's called Linked Helper and it's about 463 00:19:44,600 --> 00:19:47,260 automating automation on LinkedIn and now 464 00:19:47,260 --> 00:19:49,340 I'm not suggesting that your entire 465 00:19:49,440 --> 00:19:52,260 profile should be fully automated but 466 00:19:52,260 --> 00:19:54,860 what I am suggesting is that in this day 467 00:19:54,860 --> 00:19:58,520 and age of AI workflows things that 468 00:19:58,520 --> 00:20:03,480 you're doing on a regular basis things 469 00:20:03,480 --> 00:20:07,300 repeated tasks can easily be done with 470 00:20:07,300 --> 00:20:09,340 something like Linked Helper. It's a 471 00:20:09,340 --> 00:20:12,820 great way to automate DMs, to automate 472 00:20:12,820 --> 00:20:17,100 responders, to automate invitations, to 473 00:20:17,100 --> 00:20:21,500 export contacts, to be able to integrate 474 00:20:21,660 --> 00:20:24,840 with your CRM, to be able to integrate 475 00:20:24,880 --> 00:20:28,860 with auto email workflows. So there's a 476 00:20:28,860 --> 00:20:31,980 lot of integration that you can have and 477 00:20:33,700 --> 00:20:37,360 it's a very easy tool to use once you 478 00:20:37,360 --> 00:20:40,160 understand the UX of it. It's a great way 479 00:20:40,160 --> 00:20:42,080 to automate the work but also to 480 00:20:42,080 --> 00:20:44,940 ultimately boost your profile and create 481 00:20:45,060 --> 00:20:48,840 conversations. So there is sort of a 482 00:20:48,840 --> 00:20:51,000 caution on there that you've got to be 483 00:20:51,740 --> 00:20:55,440 careful how you use it and not overuse it 484 00:20:55,440 --> 00:20:58,040 in terms of LinkedIn's guidelines. It's 485 00:20:58,040 --> 00:20:59,720 about following LinkedIn's guidelines but 486 00:20:59,720 --> 00:21:01,560 it's about using the tool to automate 487 00:21:01,560 --> 00:21:03,700 some of the manual processes that you 488 00:21:03,700 --> 00:21:06,760 might be doing and to and also not to 489 00:21:06,760 --> 00:21:08,860 just blanket the same message to every 490 00:21:08,860 --> 00:21:11,920 single person but actually to be really 491 00:21:12,100 --> 00:21:18,491 quite clever in how you use it so and 492 00:21:18,491 --> 00:21:20,149 that comes down to to really segmenting 493 00:21:20,149 --> 00:21:21,100 your potential audience and your 494 00:21:21,100 --> 00:21:23,440 potential clients. So I'm talking about 495 00:21:23,440 --> 00:21:26,640 finding a handful of people, not hundreds 496 00:21:26,640 --> 00:21:29,180 of thousands of people. And that handful 497 00:21:29,380 --> 00:21:32,000 really sending a very, very clear, 498 00:21:32,220 --> 00:21:36,160 relevant message that's going to 499 00:21:36,160 --> 00:21:39,140 ultimately, hopefully engage. So LinkedIn 500 00:21:39,140 --> 00:21:41,400 Helper, it's a tiny bit of a naughty 1, 501 00:21:41,400 --> 00:21:44,700 as I said, LinkedIn don't really like it, 502 00:21:44,700 --> 00:21:47,520 let's be honest, but it's a great way to 503 00:21:47,520 --> 00:21:48,900 automate some of those workflows. 504 00:21:49,460 --> 00:21:51,720 Thank you very much. So you will recall 505 00:21:51,720 --> 00:21:53,720 that in episode 24, we spoke a lot about 506 00:21:53,720 --> 00:21:55,600 YouTube and some of the changes they're 507 00:21:55,600 --> 00:21:57,620 making and, and that, you know, it is 508 00:21:57,620 --> 00:21:59,940 part and parcel of a website experience 509 00:22:00,040 --> 00:22:02,280 for someone to watch a video that you 510 00:22:02,280 --> 00:22:04,020 either produced, co-produced, or maybe 511 00:22:04,020 --> 00:22:05,740 you were a guest on a webinar and you 512 00:22:05,740 --> 00:22:09,060 want to embed that onto your blog or even 513 00:22:09,140 --> 00:22:11,980 landing pages. And I've had some feedback 514 00:22:11,980 --> 00:22:13,700 from clients saying that on occasion, 515 00:22:14,680 --> 00:22:16,560 they copied and pasted the URL that you 516 00:22:16,560 --> 00:22:18,600 get from YouTube, Johnny. But then when 517 00:22:18,600 --> 00:22:20,560 they look at it on their laptop or mobile 518 00:22:20,560 --> 00:22:24,340 phones, sometime the video doesn't appear 519 00:22:24,340 --> 00:22:27,100 to be full screen or sometime it's too 520 00:22:27,100 --> 00:22:28,740 big and you can't see all of it and so 521 00:22:28,740 --> 00:22:30,580 on. So there can be for some website, 522 00:22:30,580 --> 00:22:32,220 depending on the coding, some issue 523 00:22:32,220 --> 00:22:34,160 around the embed. So I have a solution 524 00:22:34,160 --> 00:22:36,660 for people. It's a platform called 525 00:22:36,660 --> 00:22:39,960 embedresponsively.com where you copy and 526 00:22:39,960 --> 00:22:42,560 paste the URL of a YouTube video. In 527 00:22:42,560 --> 00:22:44,140 fact, they offer other platforms like 528 00:22:44,140 --> 00:22:46,620 Vimeo and more. And it gives you a code 529 00:22:46,620 --> 00:22:49,240 you can copy and paste into your CMS that 530 00:22:49,240 --> 00:22:52,200 would give you that responsive video. So 531 00:22:52,200 --> 00:22:54,020 it would resize itself and position 532 00:22:54,020 --> 00:22:56,760 itself really neatly no matter the device 533 00:22:56,840 --> 00:22:59,440 your customers are using. So it's an 534 00:22:59,440 --> 00:23:01,420 extra little step that's gonna probably 535 00:23:01,640 --> 00:23:04,020 help you out from a user experience and 536 00:23:04,020 --> 00:23:05,500 first impression which are ever so 537 00:23:05,500 --> 00:23:07,720 important. A little additional tip I want 538 00:23:07,720 --> 00:23:09,440 to give to people as well as a reminder 539 00:23:09,880 --> 00:23:12,500 is within the URL that you're going to 540 00:23:12,500 --> 00:23:15,140 get and the code, there's the address of 541 00:23:15,140 --> 00:23:16,760 the YouTube video, you'll recognize it 542 00:23:16,760 --> 00:23:19,340 very, very well. If you add the following 543 00:23:19,700 --> 00:23:21,940 at the end of that web address for the 544 00:23:21,940 --> 00:23:23,940 YouTube video, which is question mark, 545 00:23:24,380 --> 00:23:28,120 R-E-L equals 0 at the end of that URL, 546 00:23:28,660 --> 00:23:30,060 more often than not, you will avoid 547 00:23:30,060 --> 00:23:31,720 essentially at the end of the video being 548 00:23:31,720 --> 00:23:35,220 played to show related content from maybe 549 00:23:35,220 --> 00:23:37,000 the competition or frankly some 550 00:23:37,000 --> 00:23:39,100 completely unread content but that are 551 00:23:39,100 --> 00:23:41,440 not even a business like and so on and 552 00:23:41,440 --> 00:23:43,420 what you'll find is that if you add the 553 00:23:43,420 --> 00:23:46,320 question mark rel equals 0 at the end of 554 00:23:46,320 --> 00:23:49,000 your YouTube URL it will show videos from 555 00:23:49,000 --> 00:23:51,220 your channel more often than from other 556 00:23:51,220 --> 00:23:53,220 channels that could be also a neat trick 557 00:23:53,220 --> 00:23:54,720 but the most important thing is to make 558 00:23:54,720 --> 00:23:56,780 sure that your YouTube videos is 559 00:23:56,780 --> 00:23:59,060 responsive no matter the device and no 560 00:23:59,060 --> 00:24:01,120 matter the platform used by your 561 00:24:01,120 --> 00:24:01,620 customers. 562 00:24:03,240 --> 00:24:05,740 Fantastic, thank you very much Pascal. So 563 00:24:05,740 --> 00:24:10,460 as you said that is now 50 tools or apps 564 00:24:10,460 --> 00:24:12,860 we've mentioned on the website engine 565 00:24:12,860 --> 00:24:15,760 room. I imagine that we're going to do 566 00:24:15,760 --> 00:24:16,900 something with that, Pascal. 567 00:24:16,920 --> 00:24:18,120 We are indeed. You're going to have to 568 00:24:18,120 --> 00:24:19,680 wait for episode 26 for the big 569 00:24:19,680 --> 00:24:20,180 announcement. 570 00:24:22,740 --> 00:24:24,520 And with that note, we'll move to our 571 00:24:24,520 --> 00:24:26,940 last section, which of course is the 572 00:24:26,940 --> 00:24:28,680 website call to action. 573 00:24:35,020 --> 00:24:37,440 This is about the 1 change, 1 adjustment 574 00:24:37,440 --> 00:24:39,720 that can make really your website work 575 00:24:39,720 --> 00:24:41,740 harder for you. So Johnny, what is your 576 00:24:41,740 --> 00:24:43,000 recommendation for today? 577 00:24:44,060 --> 00:24:47,900 AI chatbot. I'm going to just dive in. I 578 00:24:47,900 --> 00:24:50,320 think it's about embracing it and it's 579 00:24:50,320 --> 00:24:53,400 about going out researching, finding a 580 00:24:53,400 --> 00:24:55,680 chatbot that fits your business. There's 581 00:24:55,680 --> 00:24:58,820 so many out there right now and there's 582 00:24:58,820 --> 00:25:00,920 good and bad, don't get me wrong, there's 583 00:25:00,920 --> 00:25:03,060 definitely good and bad, but the ability 584 00:25:03,560 --> 00:25:06,360 for you to be able to respond to 585 00:25:06,740 --> 00:25:08,620 potential clients or even existing 586 00:25:08,680 --> 00:25:12,340 clients in a very quick, timely manner to 587 00:25:12,340 --> 00:25:14,780 be able to signpost them, to be able to 588 00:25:14,780 --> 00:25:16,320 listen to them, to be able to take 589 00:25:16,320 --> 00:25:18,840 contact details to ultimately create a 590 00:25:18,840 --> 00:25:21,660 lead I think is totally worth it. So you 591 00:25:21,660 --> 00:25:24,060 know the caveat here is that it does need 592 00:25:24,320 --> 00:25:26,320 some testing, it needs some trialing, you 593 00:25:26,320 --> 00:25:28,140 need to you to really test it, you need 594 00:25:28,140 --> 00:25:31,000 to really think about it. But you know if 595 00:25:31,000 --> 00:25:32,780 you've for example if you've got a 596 00:25:32,780 --> 00:25:34,920 knowledge base already and you can share 597 00:25:34,920 --> 00:25:37,100 that knowledge base with the AI tool. 598 00:25:37,640 --> 00:25:40,080 It's gonna fully be able to start 599 00:25:40,080 --> 00:25:42,780 answering questions I'm seeing this in in 600 00:25:42,780 --> 00:25:45,020 so many well-known brands this I said 601 00:25:45,020 --> 00:25:49,700 good examples and bad examples but you 602 00:25:49,700 --> 00:25:51,940 don't know what it's like until you start 603 00:25:51,940 --> 00:25:56,400 trying it. So my advice as a 1 quick 604 00:25:56,480 --> 00:25:58,740 change or adjustment is to start 605 00:25:58,740 --> 00:26:00,820 researching a couple of different AI 606 00:26:01,400 --> 00:26:03,480 tools that can act as a chatbot on your 607 00:26:03,480 --> 00:26:05,980 website and have that sort of live stroke 608 00:26:05,980 --> 00:26:11,320 AI chat on the website to ultimately 609 00:26:11,320 --> 00:26:15,140 enhance engagement and to be ultimately 610 00:26:15,300 --> 00:26:16,760 really quick and responsive. 611 00:26:17,380 --> 00:26:20,000 And I think for me, there's 2 kind of use 612 00:26:20,000 --> 00:26:23,660 cases. There's 1 where you have this 613 00:26:23,940 --> 00:26:26,240 issue of abundance of content. Let's say 614 00:26:26,240 --> 00:26:28,660 you have a very, very busy blog or maybe 615 00:26:28,660 --> 00:26:30,400 you've been running a podcast videos for 616 00:26:30,400 --> 00:26:33,420 a while. And actually as a element of 617 00:26:33,420 --> 00:26:35,320 customer service, customer care, the AI 618 00:26:35,320 --> 00:26:38,140 chatbot could help me spot the articles 619 00:26:38,140 --> 00:26:40,080 of the podcast that is most relevant to 620 00:26:40,080 --> 00:26:42,560 me right now, based on my query. And then 621 00:26:42,560 --> 00:26:44,340 the other, the flip side is essentially 622 00:26:44,440 --> 00:26:46,360 the FAQs of sort. Now you've got to be 623 00:26:46,360 --> 00:26:48,960 careful there's plenty of examples out 624 00:26:48,960 --> 00:26:50,720 there of brands who've got it completely 625 00:26:50,740 --> 00:26:52,540 wrong where it becomes an irritant as 626 00:26:52,540 --> 00:26:54,680 opposed to anything that supports you. So 627 00:26:54,680 --> 00:26:56,400 the testing and walk into the shoes of 628 00:26:56,400 --> 00:26:58,140 your customers is important but where 629 00:26:58,140 --> 00:27:01,160 there is choice, where there is decision 630 00:27:01,160 --> 00:27:03,540 to be made, this is where the chatbot can 631 00:27:03,540 --> 00:27:06,340 come in and and you should also lean on 632 00:27:06,340 --> 00:27:08,300 that and make sure that it becomes almost 633 00:27:08,300 --> 00:27:10,580 like a mascot to the business. So don't 634 00:27:10,580 --> 00:27:12,100 do what people have done which is to try 635 00:27:12,100 --> 00:27:14,040 and lie and pretend that it was a real 636 00:27:14,040 --> 00:27:15,900 person talking to you, it's pointless. 637 00:27:16,900 --> 00:27:19,960 Announce it, People are becoming more and 638 00:27:19,960 --> 00:27:22,760 more familiar with it. But every visitor 639 00:27:22,940 --> 00:27:25,080 on a website with a chatbot will also 640 00:27:25,080 --> 00:27:27,540 have had a bad experience. So how can you 641 00:27:27,540 --> 00:27:29,000 stand out? Yeah, for sure. 642 00:27:29,340 --> 00:27:32,140 Yeah. What is your website 643 00:27:32,360 --> 00:27:34,700 called? So mine actually, I must thank a 644 00:27:34,700 --> 00:27:37,200 customer of mine because they learned a 645 00:27:37,200 --> 00:27:39,920 very, very painful lesson by not doing 646 00:27:39,920 --> 00:27:43,020 enough prep in and around attending a 647 00:27:43,020 --> 00:27:45,060 conference. So as part of that content 648 00:27:45,060 --> 00:27:46,560 strategy, which is actually something 649 00:27:46,560 --> 00:27:48,400 that I recommended they did, they wanted 650 00:27:48,400 --> 00:27:51,820 to do a series of roundup articles about, 651 00:27:51,820 --> 00:27:53,440 you know, the different talks and 652 00:27:53,440 --> 00:27:55,520 different keynotes addresses and so on. 653 00:27:55,520 --> 00:27:57,720 But they kind of went to the conference 654 00:27:57,720 --> 00:28:00,340 without a plan. And that is really 655 00:28:00,340 --> 00:28:02,800 tricky, because that meant that when they 656 00:28:02,800 --> 00:28:05,740 came back, the content creation bit, if 657 00:28:05,740 --> 00:28:07,900 you like, of a roundup articles journey 658 00:28:07,900 --> 00:28:10,320 took far, far too long. So my advice 659 00:28:10,320 --> 00:28:13,340 would be research your industry events, 660 00:28:14,060 --> 00:28:15,380 particularly those of interest to your 661 00:28:15,380 --> 00:28:17,540 audience. So be careful not to go to a 662 00:28:17,540 --> 00:28:19,340 conference of interest to you write a 663 00:28:19,340 --> 00:28:20,800 roundup that your customers couldn't care 664 00:28:20,800 --> 00:28:23,040 less about. So look at the next 6 months, 665 00:28:23,040 --> 00:28:24,720 look at industry events that will be of 666 00:28:24,720 --> 00:28:26,420 interest to your audience, select the 1 667 00:28:26,420 --> 00:28:29,000 you're gonna go to and plan in advance 668 00:28:29,060 --> 00:28:30,680 how you're gonna go about doing the 669 00:28:30,680 --> 00:28:32,960 roundups and even start to do some draft 670 00:28:32,960 --> 00:28:34,280 versions. You can come up with the 671 00:28:34,280 --> 00:28:36,020 titles, you can start to run the mini 672 00:28:36,020 --> 00:28:37,900 biographies of the speakers, you can do 673 00:28:37,900 --> 00:28:39,900 the research of photography, you can do 674 00:28:39,900 --> 00:28:42,940 so much preps. And then when you get to 675 00:28:42,940 --> 00:28:45,320 the event, you can use some of the 676 00:28:45,320 --> 00:28:47,480 techniques that we explored on website 677 00:28:47,480 --> 00:28:50,080 culture action, use audio recording, use 678 00:28:50,080 --> 00:28:52,060 AI transcription, do a number of things 679 00:28:52,060 --> 00:28:53,940 to make sure that those event roundups 680 00:28:54,020 --> 00:28:57,380 are not too punitive. Therefore, once 681 00:28:57,380 --> 00:29:00,040 again, you have to prep and prep and prep 682 00:29:00,040 --> 00:29:02,060 to make sure that your content creation 683 00:29:02,440 --> 00:29:05,140 is very, very seamless and there's little 684 00:29:05,140 --> 00:29:06,680 friction as possible. 685 00:29:07,900 --> 00:29:10,440 And that, for me, is 1 of the biggest 686 00:29:10,440 --> 00:29:14,180 things that builds trust. So trust is 687 00:29:14,440 --> 00:29:16,400 what people make decisions on, whether 688 00:29:16,400 --> 00:29:18,680 they're going to buy from you or not. And 689 00:29:18,680 --> 00:29:21,260 a lot of people make assumptions that 690 00:29:21,260 --> 00:29:24,360 build trust and buy you, you have to be 691 00:29:24,360 --> 00:29:25,960 real, you have to be authentic. You have 692 00:29:25,960 --> 00:29:28,740 to be genuine. But, but the simple fact 693 00:29:28,740 --> 00:29:30,060 that you're talking about an industry 694 00:29:30,060 --> 00:29:32,060 event that's coming up that you're 695 00:29:32,080 --> 00:29:33,940 potentially going to and you're doing a 696 00:29:33,940 --> 00:29:36,340 bit of a roundup, people make a huge 697 00:29:36,340 --> 00:29:39,840 amount of assumptions around that. They 698 00:29:39,920 --> 00:29:42,380 in terms of your network, in terms of 699 00:29:42,380 --> 00:29:44,120 your capability, in terms of your 700 00:29:44,120 --> 00:29:46,640 knowledge and why not ride on that wave 701 00:29:46,640 --> 00:29:48,680 and build that trust. So I think it's a 702 00:29:48,680 --> 00:29:50,820 brilliant idea that ticks so many boxes, 703 00:29:50,980 --> 00:29:53,200 not just the content marketing box and 704 00:29:53,200 --> 00:29:55,200 the sort of keeping relevant, but the 705 00:29:55,200 --> 00:29:57,780 building trust. So yeah, I like that, 706 00:29:57,780 --> 00:29:58,280 Pascal. 707 00:29:58,500 --> 00:29:59,580 Thank you very much. 708 00:30:00,860 --> 00:30:06,480 That was episode 25 of the 90-day website 709 00:30:06,500 --> 00:30:09,380 mastery podcast. That's it for today. The 710 00:30:09,380 --> 00:30:11,280 audio companion of the 90-day website 711 00:30:11,280 --> 00:30:12,720 mastery program. For more information 712 00:30:12,720 --> 00:30:13,960 please visit 90daymarketingmastery.com 713 00:30:15,480 --> 00:30:17,180 and you will be able to book your 714 00:30:17,180 --> 00:30:19,200 discovery call with either myself or 715 00:30:19,200 --> 00:30:20,680 Pascal. We'll be back with another 716 00:30:20,680 --> 00:30:22,540 episode. In the meantime, feel free to 717 00:30:22,540 --> 00:30:24,140 send your questions, share your preferred 718 00:30:24,140 --> 00:30:25,840 app and links to your website. Once 719 00:30:25,840 --> 00:30:27,500 you've made the changes we spoke about, 720 00:30:27,500 --> 00:30:29,720 we'd love to give you a shout out. But 721 00:30:29,720 --> 00:30:32,160 that's it for now. Bye everyone. And 722 00:30:32,160 --> 00:30:33,760 we'll leave you with a fun video and 723 00:30:33,760 --> 00:30:35,520 audio montage whilst you go through your 724 00:30:35,520 --> 00:30:37,440 notes and actions. Thanks so much for 725 00:30:37,440 --> 00:30:40,900 joining. Please, please, please if this 726 00:30:40,900 --> 00:30:44,100 was helpful, if this was of interest, not 727 00:30:44,100 --> 00:30:46,500 only tell your friends but click that 728 00:30:46,500 --> 00:30:48,740 follow or subscribe button, whatever 729 00:30:48,740 --> 00:30:51,540 platform you're on, because that is a way 730 00:30:51,740 --> 00:30:54,140 that makes us feel like we're making a 731 00:30:54,140 --> 00:30:56,880 difference. And whilst we love being 732 00:30:56,880 --> 00:30:58,940 here, and I was talking about it being a 733 00:30:58,940 --> 00:31:01,040 bit of a therapy session, Just the fact 734 00:31:01,040 --> 00:31:03,680 of seeing our numbers increase, the 735 00:31:03,680 --> 00:31:06,180 power, I don't think I can put into words 736 00:31:06,300 --> 00:31:09,000 what that would achieve for us. So please 737 00:31:09,000 --> 00:31:11,820 do like, follow, share and subscribe. And 738 00:31:11,820 --> 00:31:13,300 we'll see you all soon. And I'll leave 739 00:31:13,300 --> 00:31:15,600 you with this audio and video montage. 740 00:31:15,600 --> 00:31:17,060 Take care. Cheers Pascal. 741 00:31:17,220 --> 00:31:17,920 Bye bye. 742 00:31:30,160 --> 00:31:34,520 Hey! Whoa! 743 00:31:38,500 --> 00:31:54,740 Hey! Hey! Hey! Hey! Hey! 744 00:31:57,880 --> 00:31:58,380 Hey!