Speaker:
00:00:16
Hello and welcome. It's episode 29 of the
Speaker:
00:00:21
90 Day Website Mastery podcast, the
Speaker:
00:00:23
perfect companion to our 90 Day Website
Speaker:
00:00:26
Mastery program. We're excited to bring
Speaker:
00:00:29
you even more valuable insights and
Speaker:
00:00:31
practical advice to help you enhance your
Speaker:
00:00:33
website's performance. Join us as we
Speaker:
00:00:35
explore strategies to make your website
Speaker:
00:00:37
work harder for you, reigniting your
Speaker:
00:00:39
pride in your online presence. I'm here
Speaker:
00:00:42
with my co-host Pascal Fintoni. You all
Speaker:
00:00:44
right, Pascal?
Speaker:
00:00:45
And very well, thank you very much. I've
Speaker:
00:00:46
had a quick look at the show notes. This
Speaker:
00:00:48
is once again packed full with advice,
Speaker:
00:00:50
practical kind of applications, but also,
Speaker:
00:00:53
and we have to, we're gonna introduce
Speaker:
00:00:55
more and more AI advice.
Speaker:
00:00:57
Absolutely. We've got 4 segments as
Speaker:
00:00:59
always. We've got the you ask, we answer.
Speaker:
00:01:01
We have website stories where we take an
Speaker:
00:01:04
article and we dissect it and give you
Speaker:
00:01:06
our reactions. We then move on to the
Speaker:
00:01:08
website engine room where myself and
Speaker:
00:01:10
Pascal bring an app or a piece of kit
Speaker:
00:01:12
that's gonna make your life easier as a
Speaker:
00:01:14
website manager or website content
Speaker:
00:01:16
creator. And of course, the website call
Speaker:
00:01:19
to action to finish off, which is 1 small
Speaker:
00:01:22
change or adjustment that you could be
Speaker:
00:01:23
making to your website right now. And of
Speaker:
00:01:25
course, Pascal, we have the Action
Speaker:
00:01:31
Randomizer that we've added to our
Speaker:
00:01:32
website. And that is all of our call to
Speaker:
00:01:37
actions that we've suggested so far.
Speaker:
00:01:40
Yes, this is our kind of second free
Speaker:
00:01:42
gift. You know, we didn't wait long. You
Speaker:
00:01:43
know, this is only episode 29, as you
Speaker:
00:01:45
mentioned. So you've got the ebook to
Speaker:
00:01:47
begin with, a selection of 50 top apps
Speaker:
00:01:50
and tech that can really help you feel
Speaker:
00:01:52
proud of your website again. And as you
Speaker:
00:01:54
mentioned a moment ago, the action
Speaker:
00:01:56
randomizer. So the 2 activities you can
Speaker:
00:01:58
do right now for your business.
Speaker:
00:02:01
Yeah, you'll find those in the show notes
Speaker:
00:02:02
or just head over to 90-day website,
Speaker:
00:02:04
Mastery.com. For now, let's start on our
Speaker:
00:02:07
first segment, which is You Ask, We
Speaker:
00:02:09
Answer.
Speaker:
00:02:17
Now, this is interesting. So I was having
Speaker:
00:02:19
a bit of a kind of discovery call with a
Speaker:
00:02:21
prospective client a few days ago. And we
Speaker:
00:02:24
were talking, of course, that I've more
Speaker:
00:02:27
formally introduced AI training
Speaker:
00:02:29
consultancy as part of my delivery. And
Speaker:
00:02:32
question actually was really interesting.
Speaker:
00:02:34
I thought I would ask you again to get
Speaker:
00:02:37
unique perspective, Johnny. So here it
Speaker:
00:02:39
is. Can AI help me with my SEO campaign?
Speaker:
00:02:43
Do you have any tips for me to use chat
Speaker:
00:02:45
GPT or Google demo night to optimize my
Speaker:
00:02:47
website content. And if you're only
Speaker:
00:02:50
listening to the audio version, you won't
Speaker:
00:02:51
be able to see Johnny literally jumping
Speaker:
00:02:53
up and down at the prospect of sharing
Speaker:
00:02:55
his advice about AI plus SEO. We could
Speaker:
00:02:59
talk about this for a while. So I've
Speaker:
00:03:01
decided that we're gonna give ourselves a
Speaker:
00:03:02
brief and we're only going to focus for
Speaker:
00:03:04
this episode on on-page optimization. And
Speaker:
00:03:07
then next time, you know, I can explore
Speaker:
00:03:09
off-page optimization, the other facet of
Speaker:
00:03:12
SEO. But here it is on-page optimization,
Speaker:
00:03:14
with everything that comes with it, can
Speaker:
00:03:16
AI help with that element of your SEO
Speaker:
00:03:18
campaign? What say you, Johnny Ross?
Speaker:
00:03:21
I think AI has changed SEO. I really do.
Speaker:
00:03:25
I mean, I was joking with you in the
Speaker:
00:03:27
green room just then. ChatGPT has been
Speaker:
00:03:29
down for 2 and a half hours this morning
Speaker:
00:03:31
across some worldwide users. And it's
Speaker:
00:03:34
felt like my right arm has disappeared. I
Speaker:
00:03:36
mean, don't get me wrong. I don't use it
Speaker:
00:03:37
for absolutely everything. But I
Speaker:
00:03:40
certainly use it as a colleague. I use it
Speaker:
00:03:43
as someone I can brainstorm with. I use
Speaker:
00:03:45
it as someone that I can go off and
Speaker:
00:03:47
perform research, analyze, and enhance my
Speaker:
00:03:52
thinking. So it's being able to tap into
Speaker:
00:03:55
a team of different people, different
Speaker:
00:03:56
experts. So I think the way it's changed
Speaker:
00:03:59
SEO is from an on-page point of view is
Speaker:
00:04:02
being able to analyze current content, to
Speaker:
00:04:05
analyze data in terms of traffic across
Speaker:
00:04:09
the website, in terms of what pages are
Speaker:
00:04:12
engaging and what aren't. So you can use
Speaker:
00:04:14
a lot of the GA4 data and input that into
Speaker:
00:04:18
AI tools. Not only that, you can use it
Speaker:
00:04:22
for keyword research, for finding out
Speaker:
00:04:25
FAQs, people that are particularly asking
Speaker:
00:04:29
questions. So thinking about your target
Speaker:
00:04:31
audience. In fact, even just thinking
Speaker:
00:04:33
about your target audience, you can use
Speaker:
00:04:35
AI to define who your target audience is,
Speaker:
00:04:38
be really targeted, really tap into some
Speaker:
00:04:40
of their pain points and then start using
Speaker:
00:04:42
AI to find out what questions they're
Speaker:
00:04:43
using to Google. And then thinking about
Speaker:
00:04:46
how you can structure some of that
Speaker:
00:04:48
content on your page. And I've not even
Speaker:
00:04:51
got into some of the technical side yet.
Speaker:
00:04:53
I mean, there's just so much that AI can
Speaker:
00:04:57
do to enhance your SEO.
Speaker:
00:05:00
I love the way you've kind of described
Speaker:
00:05:01
it as a team. And that's tough because
Speaker:
00:05:04
listen, all of us, you and I included, we
Speaker:
00:05:06
spent a part of 3 decades using a search
Speaker:
00:05:08
engine where we punch in A3456 words
Speaker:
00:05:11
maybe if you get a bit fancy, and then
Speaker:
00:05:13
you have to wrestle with the search
Speaker:
00:05:15
results. And here we're having
Speaker:
00:05:17
conversations and it's not as it sounds.
Speaker:
00:05:19
You know, people, you know, train
Speaker:
00:05:21
individuals to put together the prompts
Speaker:
00:05:23
or the briefs, as I prefer to call them,
Speaker:
00:05:25
but decided to kind of almost split the
Speaker:
00:05:27
different aspect of on-page optimization
Speaker:
00:05:30
to a number of virtual assistant. I think
Speaker:
00:05:33
it's very, very helpful because otherwise
Speaker:
00:05:35
it could be quite overwhelming. And I've
Speaker:
00:05:36
seen the situation where people ask
Speaker:
00:05:38
actually quite a broad question or many
Speaker:
00:05:40
questions at the same time. And then
Speaker:
00:05:42
within seconds, there's a daily use of
Speaker:
00:05:43
information. Of course you've got to fact
Speaker:
00:05:45
check and so on. But the point is,
Speaker:
00:05:48
sometimes people put too much pressure on
Speaker:
00:05:49
themselves because they don't break it
Speaker:
00:05:51
down into meaningful tasks. And I think
Speaker:
00:05:53
the idea of a team is very helpful. And
Speaker:
00:05:55
think of it as they're gonna report back
Speaker:
00:05:56
to you, not all at the same time. It's
Speaker:
00:05:58
not like 5 or 6 people or barging in
Speaker:
00:06:01
through the door of the office saying,
Speaker:
00:06:02
boss, boss, boss, I want you to listen to
Speaker:
00:06:04
my bit about SEO. But I want to, because
Speaker:
00:06:07
I will ask you to get into the technical
Speaker:
00:06:09
side is, if, you know, as in when you
Speaker:
00:06:12
listen to the series, when you come
Speaker:
00:06:14
across information that you don't know
Speaker:
00:06:17
that is new to you, then don't let that
Speaker:
00:06:19
stop you. Literally use AR first as a
Speaker:
00:06:22
form of self-study and to be educated. So
Speaker:
00:06:25
I will ask you, Johnny, about schema
Speaker:
00:06:27
markups because they are very, very
Speaker:
00:06:28
important. They were part of the culture
Speaker:
00:06:30
action in the last episode. So if you
Speaker:
00:06:31
don't know about schema markups or what
Speaker:
00:06:33
they mean or even how they are kind of
Speaker:
00:06:36
crafted, you can begin by being educated
Speaker:
00:06:39
first and then bring, as I mentioned a
Speaker:
00:06:41
moment ago, your audience profiling,
Speaker:
00:06:43
bring your sales strategy and then ask
Speaker:
00:06:45
for advice on can you give me some draft
Speaker:
00:06:47
suggestions on how you would actually
Speaker:
00:06:49
ride the schema markups for my business
Speaker:
00:06:52
with that audience in mind and that
Speaker:
00:06:54
service? But what other ways would you
Speaker:
00:06:55
say the technical side of SEO could be
Speaker:
00:06:57
supported by AI?
Speaker:
00:06:59
Well, Interestingly, take Schema as an
Speaker:
00:07:01
example and take the plugin Rank Math,
Speaker:
00:07:04
which is a highly optimized WordPress
Speaker:
00:07:07
plugin for applying SEO onto your website
Speaker:
00:07:11
and Schema markup, et cetera. What's
Speaker:
00:07:13
really interesting, and I was having a
Speaker:
00:07:15
bit of an experiment with ChatGPT. We
Speaker:
00:07:19
were looking at how to implement some
Speaker:
00:07:21
schema on a particular website, and we
Speaker:
00:07:23
were looking at doing this through
Speaker:
00:07:25
RankMath. We're going back a tiny bit
Speaker:
00:07:26
here, but we were looking at some of the
Speaker:
00:07:27
user guides and the help guides and the
Speaker:
00:07:30
knowledge base on RankMath. And whilst
Speaker:
00:07:33
there was lots of step-by-step guides, I
Speaker:
00:07:35
decided to just see what ChatGPT had to
Speaker:
00:07:38
say. And what was really interesting was
Speaker:
00:07:41
ChatGPT's output was a far simpler
Speaker:
00:07:45
bite-sized step-by-step guide than
Speaker:
00:07:47
RankMath's own knowledge basis. So
Speaker:
00:07:51
ChatGPT had sort of read everything that
Speaker:
00:07:54
RankMath's outputs in terms of help
Speaker:
00:07:56
guides and turned it into something
Speaker:
00:07:58
that's actually even easier to
Speaker:
00:08:00
understand. So there's so many ways that
Speaker:
00:08:03
you can use it and it's really about
Speaker:
00:08:04
understanding that. From a technical
Speaker:
00:08:08
point of view, 1 of the things that's
Speaker:
00:08:11
interesting currently is really analyzing
Speaker:
00:08:15
and understanding the top 10 pages that
Speaker:
00:08:18
rank for a particular phrase or a
Speaker:
00:08:20
particular keyword in Google. And I don't
Speaker:
00:08:24
mean just by the content itself, but the
Speaker:
00:08:28
structure of the content, the way the
Speaker:
00:08:29
content is written. Is it written in
Speaker:
00:08:30
first person, second person, third
Speaker:
00:08:32
person? How's it structured? How's it
Speaker:
00:08:35
answering that question? And trying to
Speaker:
00:08:37
find patterns across those different
Speaker:
00:08:40
pieces of content so that you can then
Speaker:
00:08:42
produce something that clearly Google is
Speaker:
00:08:44
liking. So What are the commonalities
Speaker:
00:08:47
between those 10 pages that rank on page
Speaker:
00:08:50
1 that then you can introduce into your
Speaker:
00:08:53
content? What's interesting is some of
Speaker:
00:08:56
the findings are remarkable in terms of
Speaker:
00:08:59
structures that you just hadn't
Speaker:
00:09:00
considered. I think that's 1 example of
Speaker:
00:09:03
how you could use it.
Speaker:
00:09:04
Now this section, so no, there's 2
Speaker:
00:09:06
questions. Can I help my SEO campaign?
Speaker:
00:09:09
It's resounding yes. Tips on
Speaker:
00:09:11
optimization, we've looked at on page
Speaker:
00:09:13
today, we'll look at off page next time.
Speaker:
00:09:16
But if everyone, you know, just rethink
Speaker:
00:09:17
about the experience of a visitor from
Speaker:
00:09:21
the title you've chosen to the images
Speaker:
00:09:23
you've chosen and whether they are
Speaker:
00:09:25
optimized and obviously tagged correctly,
Speaker:
00:09:27
the way you've structured and broken down
Speaker:
00:09:28
the content, have you added media
Speaker:
00:09:30
interest, all those things, you can be
Speaker:
00:09:33
reflecting on it with a conversation
Speaker:
00:09:35
style type support as opposed to, as you
Speaker:
00:09:38
mentioned a moment ago, punching a search
Speaker:
00:09:40
term, download a 20 page PDF and still be
Speaker:
00:09:43
no further forward in terms of taking
Speaker:
00:09:45
action. So for me, AI can help with
Speaker:
00:09:48
clarity, with understanding. It can help
Speaker:
00:09:50
with critiquing what's there already, but
Speaker:
00:09:52
also make you think about things that
Speaker:
00:09:54
either you knew, but you've forgotten
Speaker:
00:09:56
about. And that can happen because of
Speaker:
00:09:57
knowledge, but also new ways of doing
Speaker:
00:10:00
things. But for me, if I would begin with
Speaker:
00:10:03
actually get that sales strategy reviewed
Speaker:
00:10:06
and critiqued by AI to begin with. Have
Speaker:
00:10:08
you got that really, really perfect? And
Speaker:
00:10:11
then by extension, do you have the right
Speaker:
00:10:13
audience profiling and the naming and
Speaker:
00:10:16
labeling of the product and services.
Speaker:
00:10:17
Have you got that right? Begin with that
Speaker:
00:10:19
strong foundation and everything else you
Speaker:
00:10:21
can apply. And if you find on-page
Speaker:
00:10:23
optimization interesting, I would
Speaker:
00:10:25
encourage you to seek out 1 of the
Speaker:
00:10:27
webinars that we recorded, the 1 we
Speaker:
00:10:29
launched, obviously, the 90-day website
Speaker:
00:10:30
mastery program, where you and I go into
Speaker:
00:10:33
quite a bit of deep dive on page and off
Speaker:
00:10:37
page optimization. But time is against us
Speaker:
00:10:39
sadly, and we have to move on to our next
Speaker:
00:10:41
segment, the website stories.
Speaker:
00:10:46
Now
Speaker:
00:10:51
this is an interesting selection. We
Speaker:
00:10:52
normally go for an article, a podcast, a
Speaker:
00:10:54
video, maybe an infographics that we can
Speaker:
00:10:56
review you and I and kind of reflect what
Speaker:
00:10:58
it means to be in charge of a website in
Speaker:
00:11:01
today's economy. I chose this article
Speaker:
00:11:04
almost by error. I had something else in
Speaker:
00:11:06
mind altogether, but I thought, now I'll
Speaker:
00:11:08
stick with it because actually on
Speaker:
00:11:10
reflection, this will work. So the title
Speaker:
00:11:12
is as follows, an article for
Speaker:
00:11:14
entrepreneur.com. This is the winning
Speaker:
00:11:16
formula for starting a successful
Speaker:
00:11:19
podcast. A matter of intention. I'm
Speaker:
00:11:21
actually just sharing with you privately
Speaker:
00:11:22
and go, well, let's review and let's make
Speaker:
00:11:24
sure that we're doing everything we can
Speaker:
00:11:26
for our audience in terms of being useful
Speaker:
00:11:28
and helpful. So this obviously was
Speaker:
00:11:31
written as part of a research exercise.
Speaker:
00:11:34
The author is Sharon Shibu and she was
Speaker:
00:11:36
helped by her colleague Melissa Malamut
Speaker:
00:11:38
as the editor. And listen people don't
Speaker:
00:11:41
skip this section just because you have
Speaker:
00:11:43
no plans of starting a podcast. I do
Speaker:
00:11:46
believe Johnny this would be relevant for
Speaker:
00:11:48
any form of content series, whether it's
Speaker:
00:11:50
a blog article, whether you're gonna do
Speaker:
00:11:51
video Q&As, even social media campaign
Speaker:
00:11:53
with a particular focused theme. I think
Speaker:
00:11:56
this will work well as a way of
Speaker:
00:11:59
reflecting. I keep saying that those
Speaker:
00:12:01
website story selection, they feel like
Speaker:
00:12:03
you should pass that around the office
Speaker:
00:12:04
and then have a catch up with your
Speaker:
00:12:07
colleagues. So this is a study that
Speaker:
00:12:09
looked at the top 50 podcasts in the US.
Speaker:
00:12:11
We need to be careful about cultural
Speaker:
00:12:13
differences and preferences. And they're
Speaker:
00:12:15
looking for what do they have in common
Speaker:
00:12:17
that may suggest that this could be a
Speaker:
00:12:19
formula for success and we need to go
Speaker:
00:12:22
with it with a more pragmatic,
Speaker:
00:12:24
correlation and causation are very
Speaker:
00:12:26
different things, but it's important to
Speaker:
00:12:28
have a look at this. So In no particular
Speaker:
00:12:30
order, and please everybody do follow the
Speaker:
00:12:32
link in the show notes and read the
Speaker:
00:12:34
article in full, the study found, Johnny,
Speaker:
00:12:36
that the average length of the top
Speaker:
00:12:39
podcast in the US was around 65 minutes.
Speaker:
00:12:42
Interesting. So of course some were
Speaker:
00:12:43
shorter, some were longer. More than
Speaker:
00:12:47
half, 60% of them had more than 1 host,
Speaker:
00:12:50
so a bit of a duo or trio kind of
Speaker:
00:12:52
experience. And in these 3 and 4 of those
Speaker:
00:12:55
top podcasts had at least 1 guest on the
Speaker:
00:12:58
show on a regular basis, providing a
Speaker:
00:13:01
different way. So there's more about it,
Speaker:
00:13:04
but I wanted to kind of focus on audience
Speaker:
00:13:06
profiling and audience preferences. So
Speaker:
00:13:08
the vast majority of podcast listeners
Speaker:
00:13:09
will use Spotify at 64% and then it's
Speaker:
00:13:12
followed by Apple Podcast and a teeny
Speaker:
00:13:15
teeny percentage of 6% for YouTube music.
Speaker:
00:13:17
So I don't know, there's a lot of
Speaker:
00:13:19
marketing about YouTube music, but beware
Speaker:
00:13:21
the marketing when marketing doesn't mean
Speaker:
00:13:22
to say that, you know, they're gonna take
Speaker:
00:13:24
over the world. But to me, it's very
Speaker:
00:13:26
important, but again, you're gonna go for
Speaker:
00:13:27
a blog series, a video series to
Speaker:
00:13:29
understand about distribution. And this
Speaker:
00:13:31
is where podcasts, I think, have a lot to
Speaker:
00:13:34
teach everybody because when you do, when
Speaker:
00:13:36
you write for the web, Johnny, and you
Speaker:
00:13:37
publish on your website, or if you do a
Speaker:
00:13:40
video, it's on YouTube, you still haven't
Speaker:
00:13:42
solved the issue of distribution of that
Speaker:
00:13:44
content, whereas podcasting does a much
Speaker:
00:13:46
better job. But this is something that
Speaker:
00:13:48
could be interesting. 70% of listeners go
Speaker:
00:13:52
back to a show because their host offer
Speaker:
00:13:54
new information on new perspectives. And
Speaker:
00:13:57
I have to say, I was almost like giving
Speaker:
00:14:00
myself for a round of applause because
Speaker:
00:14:01
that's what we do with this particular
Speaker:
00:14:03
show. But bear in mind, all of you, with
Speaker:
00:14:05
a new blog series or a new video series,
Speaker:
00:14:07
it's about new information and new
Speaker:
00:14:09
perspective. Very, very important. But I
Speaker:
00:14:11
thought that was interesting. 36%
Speaker:
00:14:13
actually would come back due to the host
Speaker:
00:14:16
expertise. So if you reverse it, Johnny,
Speaker:
00:14:18
that means that you don't have to be an
Speaker:
00:14:20
expert in what you want to be referring
Speaker:
00:14:23
to or investigating, so long as you know
Speaker:
00:14:26
your offer this in a way that is
Speaker:
00:14:27
engaging. So that also kind of kills that
Speaker:
00:14:30
demon for all my clients about, I'm not
Speaker:
00:14:33
an expert, I can't possibly write about
Speaker:
00:14:35
this. It's not a requirement. And then
Speaker:
00:14:38
what reason would people actually tune
Speaker:
00:14:40
out of a podcast? There's a number of
Speaker:
00:14:42
items listed in the article, but I wanted
Speaker:
00:14:44
to kind of mention this 3 to you at the
Speaker:
00:14:47
very end. If the podcast is overly
Speaker:
00:14:50
scripted or rehearsed, then people tune
Speaker:
00:14:53
out. If the host speaks in monotone
Speaker:
00:14:56
voice, they tune out. And if they share
Speaker:
00:14:58
lengthy or irrelevant anecdotes, they
Speaker:
00:15:00
tune out. And that would be true for the
Speaker:
00:15:02
written form. If you're writing a word
Speaker:
00:15:04
that is very monotone, or back to your
Speaker:
00:15:06
point earlier, it's fully structured. It
Speaker:
00:15:08
feels a bit too over-engineered, whether
Speaker:
00:15:11
it's a video as well. And more
Speaker:
00:15:12
importantly, you've got to share your
Speaker:
00:15:14
stories and case studies that are
Speaker:
00:15:16
relevant, or people will switch off.
Speaker:
00:15:18
There's a lot more in the article. So
Speaker:
00:15:20
we've got to thank again, the hard work
Speaker:
00:15:21
from the team there, altamirror.com. But
Speaker:
00:15:23
I thought for what it was, I thought, no,
Speaker:
00:15:25
I've made a mistake. You shouldn't be
Speaker:
00:15:27
part of the show. I think that this is
Speaker:
00:15:29
actually very informative.
Speaker:
00:15:30
Yeah, I mean, first of all, that stat on
Speaker:
00:15:33
64% of podcast listeners are using
Speaker:
00:15:36
Spotify. I mean, I think if you were to
Speaker:
00:15:39
ask the majority of people, they'd have
Speaker:
00:15:41
said the answer was Apple. But I think we
Speaker:
00:15:43
need to bear in mind that Spotify is a
Speaker:
00:15:45
huge player in the market. And for me,
Speaker:
00:15:48
business podcasts, if we certainly focus
Speaker:
00:15:51
on business podcasts, I think a lot of
Speaker:
00:15:53
people are wanting to learn. And so that
Speaker:
00:15:56
backs up that 70% of wanting new
Speaker:
00:15:59
information or perspectives.
Speaker:
00:16:01
Interestingly, I liked how you flipped
Speaker:
00:16:04
the host's expertise. So 64% you could
Speaker:
00:16:07
say don't actually have to be an expert
Speaker:
00:16:10
in that topic. I think it's about how
Speaker:
00:16:12
they engage, how they understand and how
Speaker:
00:16:15
they interview the guest. Certainly if
Speaker:
00:16:19
they're not the expert, I'm assuming
Speaker:
00:16:20
they're going to have a guest who is the
Speaker:
00:16:22
expert. So, so that would be about the,
Speaker:
00:16:23
the interview skills and the sort of
Speaker:
00:16:25
engagement skills. And, but yeah, I
Speaker:
00:16:29
think, I think ultimately podcast
Speaker:
00:16:31
listeners are after learning, they want
Speaker:
00:16:34
to better themselves, they want to better
Speaker:
00:16:36
their business, So it's about how can you
Speaker:
00:16:38
add value, which, like you've rightly
Speaker:
00:16:41
said, you could take this into any form
Speaker:
00:16:44
of content, whether it be audio, video,
Speaker:
00:16:46
or blog series content. So how can you
Speaker:
00:16:48
add value is really important. How can
Speaker:
00:16:51
you teach people and give those sort of
Speaker:
00:16:55
how-to, that helpful resourceful content.
Speaker:
00:17:00
That's what a successful podcast is all
Speaker:
00:17:02
about.
Speaker:
00:17:03
No, absolutely. And I think for me, it's
Speaker:
00:17:05
back to the side there of on behalf of
Speaker:
00:17:07
your audience, you've launched an
Speaker:
00:17:09
investigation and you share your
Speaker:
00:17:12
findings, you share your surprises, your
Speaker:
00:17:14
disappointments and so on, which is why I
Speaker:
00:17:16
see this thing about expertise is not
Speaker:
00:17:18
always true. Now, for sure, when you want
Speaker:
00:17:20
to do podcasts and to raise your brand
Speaker:
00:17:22
and awareness and of course, your
Speaker:
00:17:24
expertise, there will be some elements of
Speaker:
00:17:26
that. But when you talk about inviting a
Speaker:
00:17:28
guest that will have expertise that would
Speaker:
00:17:30
supplement yours, I think that's what we
Speaker:
00:17:32
were talking about. Because the risk, of
Speaker:
00:17:34
course, if you're too anxious to showcase
Speaker:
00:17:36
your expertise, you will almost fall into
Speaker:
00:17:39
this idea of being over-promotionally in
Speaker:
00:17:41
terms of the delivery, the structure and
Speaker:
00:17:43
the content. And That's 1 of the top
Speaker:
00:17:45
reasons people will turn out of a blog
Speaker:
00:17:47
series and the email newsletter, a
Speaker:
00:17:49
podcast or a video Q&A.
Speaker:
00:17:52
Yeah, you don't want to be too salesy at
Speaker:
00:17:55
all. Very important, avoid that
Speaker:
00:17:58
self-promotion. It's about having a
Speaker:
00:18:00
balance. I think it's important if you
Speaker:
00:18:01
are giving your time away for free, I
Speaker:
00:18:04
think it is important to have some
Speaker:
00:18:06
promotion, but it's about having a real
Speaker:
00:18:08
good balance and really considering why
Speaker:
00:18:11
are these people giving time up to listen
Speaker:
00:18:15
and what do they want to get out of this?
Speaker:
00:18:17
So, you know, it has to be focused on the
Speaker:
00:18:20
audience. Absolutely has to be focused on
Speaker:
00:18:22
the audience.
Speaker:
00:18:23
Super, so everyone, let us know what you
Speaker:
00:18:25
think of this very quick overview of the
Speaker:
00:18:26
article. Please, please click on the link
Speaker:
00:18:28
in the show notes and read everything for
Speaker:
00:18:30
yourself. And yeah, what are your plans
Speaker:
00:18:32
for the future in terms of your content
Speaker:
00:18:34
series and what will you do a bit
Speaker:
00:18:35
differently for the coming months? We
Speaker:
00:18:37
would love to know about it, but for now,
Speaker:
00:18:38
let's move on to our next segment, the
Speaker:
00:18:40
website engine room. Now, each time we
Speaker:
00:18:51
share 2 apps, 2 software solutions or a
Speaker:
00:18:53
piece of kit that can make life easier as
Speaker:
00:18:55
a website content creator or manager. So
Speaker:
00:18:58
Johnny, what is your selection?
Speaker:
00:19:00
Well, my latest find in terms of AI
Speaker:
00:19:04
powered transcription services, because
Speaker:
00:19:06
there's a lot out there, but my latest
Speaker:
00:19:09
find, I think is phenomenal in terms of
Speaker:
00:19:11
the quality, but also the price is so low
Speaker:
00:19:15
as well. So it's called Transcript LOL,
Speaker:
00:19:18
Transcript. LOL. It's an advanced AI
Speaker:
00:19:20
powered transcription service that
Speaker:
00:19:22
converts content from videos and podcasts
Speaker:
00:19:24
into written text. And it's equipped to
Speaker:
00:19:27
handle a wide range of media types,
Speaker:
00:19:29
including videos, podcasts, interviews,
Speaker:
00:19:31
webinars, and much more. And you can
Speaker:
00:19:34
literally record anything. So it could be
Speaker:
00:19:37
a podcast that's already out there, a
Speaker:
00:19:39
video that's already out there, or it
Speaker:
00:19:41
could just be something that you've
Speaker:
00:19:42
recorded on your phone and you can very
Speaker:
00:19:44
easily transcribe that. You could, you
Speaker:
00:19:45
know, recording a meeting even very
Speaker:
00:19:47
easily transcribe that. But the, the, the
Speaker:
00:19:50
brilliant thing about it is that it's
Speaker:
00:19:51
built for podcasters. It's built for
Speaker:
00:19:54
bloggers and it outputs, not just the
Speaker:
00:19:57
transcript, but all sorts of different
Speaker:
00:19:59
things from social media posts to
Speaker:
00:20:02
repurposes that content. So blog posts,
Speaker:
00:20:04
LinkedIn articles, email campaigns. Of
Speaker:
00:20:07
course, you need to bring some human
Speaker:
00:20:11
content and thought into this, not just
Speaker:
00:20:14
using what it produces and sending it
Speaker:
00:20:17
there and then. But the amount of
Speaker:
00:20:20
weightlifting it can take off in terms of
Speaker:
00:20:22
the time it can deliver is unbelievable.
Speaker:
00:20:25
What's exciting is that there's obviously
Speaker:
00:20:27
a lot of services out there that would be
Speaker:
00:20:29
more human intensive. Those agencies,
Speaker:
00:20:33
they shouldn't fear AR, they should
Speaker:
00:20:34
actually embrace it because they're going
Speaker:
00:20:36
to be able to provide value-add services
Speaker:
00:20:39
saying, well, the transcription will be
Speaker:
00:20:40
done, client, let's move on to something
Speaker:
00:20:43
more meaningful in terms of our services.
Speaker:
00:20:45
Let's take over the advanced SEO
Speaker:
00:20:47
technique, let's take over the online PR
Speaker:
00:20:49
side, because that bit that was so
Speaker:
00:20:51
resource intensive and time consuming is
Speaker:
00:20:53
now being shrunk down to just minutes,
Speaker:
00:20:56
not hours in terms of units. So I'm
Speaker:
00:20:59
really excited about what's happening.
Speaker:
00:21:00
And you're right, there are so many
Speaker:
00:21:02
options out there. Just find the 1 that
Speaker:
00:21:04
works for you and make sure that you
Speaker:
00:21:06
squeeze value because I have to be
Speaker:
00:21:08
clients Johnny that have moved on to AI
Speaker:
00:21:10
solutions but they use them very
Speaker:
00:21:12
superficially. So they pay their monthly
Speaker:
00:21:14
fee but they've not really delve into the
Speaker:
00:21:16
belly of the beast or even ask for a
Speaker:
00:21:18
video demo from the account manager to
Speaker:
00:21:20
get more value from their investment.
Speaker:
00:21:24
So what is your app for this week?
Speaker:
00:21:28
So this 1 came about following a bit of a
Speaker:
00:21:31
coaching session with the clients. So we
Speaker:
00:21:33
were reviewing the half year that was at
Speaker:
00:21:37
the time of recording this episode, and
Speaker:
00:21:39
we found some top performing articles and
Speaker:
00:21:42
landing pages and so on. And we were
Speaker:
00:21:44
looking at ways to get more traffic to
Speaker:
00:21:46
those pages as you would do on a bit of a
Speaker:
00:21:48
tactic. We went through a bit of a match
Speaker:
00:21:50
checklist on what makes a perfect blog
Speaker:
00:21:54
article, there's such a thing. And 1
Speaker:
00:21:56
thing they were missing was quotes and
Speaker:
00:21:58
citations from authorities and experts,
Speaker:
00:22:00
if you will. So they were making a point
Speaker:
00:22:02
or giving an advice or, you know,
Speaker:
00:22:04
recapping on an important issue. And I
Speaker:
00:22:06
said that I will be just a finishing
Speaker:
00:22:08
touch for you to be seen and heard being
Speaker:
00:22:11
helpful by having done the research on
Speaker:
00:22:13
behalf of your audience. A quote, a
Speaker:
00:22:15
citation, a stat even that would
Speaker:
00:22:17
supplement, you know, your argument. So I
Speaker:
00:22:19
found something called consensus.app. And
Speaker:
00:22:23
what is interesting about consensus.app,
Speaker:
00:22:25
it's almost like Google Books and all the
Speaker:
00:22:27
others you mentioned on the show, but on
Speaker:
00:22:30
turbocharged because you can ask a
Speaker:
00:22:32
question as you would a search engine or
Speaker:
00:22:34
you could even ask it back a yes and no
Speaker:
00:22:36
question and what this AI powered
Speaker:
00:22:39
platform does it researches all the
Speaker:
00:22:41
papers and all the kind of research and
Speaker:
00:22:44
journaling that has been done by experts
Speaker:
00:22:46
to give you both sides of the algorithm,
Speaker:
00:22:48
which I think is very, very clever. So
Speaker:
00:22:50
it's not just a, you say, yes, I know,
Speaker:
00:22:51
it's a yes for some of those individuals
Speaker:
00:22:53
here, but it's a no from them. And it's a
Speaker:
00:22:55
maybe from the other. So you get a
Speaker:
00:22:57
rounded view of the particular challenge
Speaker:
00:22:59
or question that you have. And then you
Speaker:
00:23:01
can literally copy and paste quotes,
Speaker:
00:23:03
citations, you have the named
Speaker:
00:23:05
individuals, you have links to their kind
Speaker:
00:23:06
of white papers. It's 1, it's very, very
Speaker:
00:23:09
clever. I will save you a mountain of
Speaker:
00:23:11
time and transform the experience of
Speaker:
00:23:14
going through your blog articles and
Speaker:
00:23:15
more.
Speaker:
00:23:16
I'm really excited about that app. I
Speaker:
00:23:18
think what a great gap in the market for
Speaker:
00:23:20
being able to find content that backs up
Speaker:
00:23:23
what you're saying or even challenges
Speaker:
00:23:26
what you're saying. And finds people have
Speaker:
00:23:31
been cited many, many times for a quote
Speaker:
00:23:33
that they've made. Wow, an app that just
Speaker:
00:23:37
instantly delivers it within seconds,
Speaker:
00:23:40
again, using AI.
Speaker:
00:23:42
Absolutely. Yeah. So of course, do the
Speaker:
00:23:44
fact checking, simple copy and paste on
Speaker:
00:23:47
Google will suffice. But it will save you
Speaker:
00:23:49
a lot of time. And I think what you do
Speaker:
00:23:51
with AI solutions like yours, it inspires
Speaker:
00:23:53
you to be more innovative, more
Speaker:
00:23:55
ambitious. So I'm having that very
Speaker:
00:23:57
different meetings with my clients where
Speaker:
00:24:00
We actually are far more ambitious now
Speaker:
00:24:02
about our content planning than a few
Speaker:
00:24:04
months ago because of what's possible.
Speaker:
00:24:06
Totally. Let's move on to our last
Speaker:
00:24:09
segment, which we always finish on. Of
Speaker:
00:24:11
course, how can you have some content
Speaker:
00:24:14
without the call to action? So it's the
Speaker:
00:24:16
website, call to action.
Speaker:
00:24:25
So now in addition to obviously trying
Speaker:
00:24:27
out our call to action randomizer on the
Speaker:
00:24:30
official website, we're gonna give you 1
Speaker:
00:24:32
more change or adjustment that you should
Speaker:
00:24:33
be doing right now to make your website
Speaker:
00:24:35
work harder for you. Johnny, what is your
Speaker:
00:24:37
recommendation?
Speaker:
00:24:39
So this episode, it's a content delivery
Speaker:
00:24:41
network, a CDN. If your website is not
Speaker:
00:24:45
using a CDN, now is the time to implement
Speaker:
00:24:48
it without fail. A CDN literally just
Speaker:
00:24:51
speeds up your website from a global
Speaker:
00:24:54
point of view. Even if you're not global
Speaker:
00:24:57
don't be put off by what I've just said.
Speaker:
00:25:00
This is local as well but also global. By
Speaker:
00:25:04
implementing a CDN, it ensures faster
Speaker:
00:25:06
user experience worldwide. Why? Because
Speaker:
00:25:09
first of all, users expect things
Speaker:
00:25:11
instantly. They're on a mobile device.
Speaker:
00:25:13
They want it there. And then if your
Speaker:
00:25:15
website doesn't load, they will soon
Speaker:
00:25:17
click that back button within a fraction
Speaker:
00:25:20
of a second. But more importantly, Google
Speaker:
00:25:24
could not have made it any clearer that
Speaker:
00:25:25
websites have to be fast. This is no new
Speaker:
00:25:27
news, but what is new news is that the
Speaker:
00:25:31
number of websites out there that still
Speaker:
00:25:33
don't use a CDN. And that is appalling.
Speaker:
00:25:36
So if you want to be proud of your
Speaker:
00:25:37
website, find out if you're using a CDN,
Speaker:
00:25:39
and if not, speak to your web developer
Speaker:
00:25:41
and get 1 implemented.
Speaker:
00:25:43
And back to our earlier comments, if
Speaker:
00:25:45
you're not sure what that is at all, use
Speaker:
00:25:48
AI to give you a bit of education, a bit
Speaker:
00:25:50
of a breakdown, ask AI to give it to you
Speaker:
00:25:52
in simple language as well, and then you
Speaker:
00:25:54
can have a meaningful conversation with
Speaker:
00:25:56
your developers, that's very exciting.
Speaker:
00:25:58
Talking of conversation, My advice is
Speaker:
00:26:01
around having a meeting with your
Speaker:
00:26:03
colleagues working in sales and customer
Speaker:
00:26:05
service. It is very, very important to be
Speaker:
00:26:08
sure that your website is truly
Speaker:
00:26:10
supporting the business development
Speaker:
00:26:11
activities and efforts of your
Speaker:
00:26:13
organization. And there's nothing like
Speaker:
00:26:15
organizing a meeting, have the drinks and
Speaker:
00:26:17
the biscuits, whatever else works in your
Speaker:
00:26:19
part of the world, and literally ask the
Speaker:
00:26:22
simple question, what are we pushing
Speaker:
00:26:25
actively and intentionally over the
Speaker:
00:26:26
coming weeks and months? Products and
Speaker:
00:26:29
services. I mean, organizations will have
Speaker:
00:26:31
a lot on offer, but typically sales will
Speaker:
00:26:33
behave tactically. Maybe they're looking
Speaker:
00:26:35
at time of the year, different seasons,
Speaker:
00:26:37
different preferences, and maybe using
Speaker:
00:26:40
data from historical kind of ordering. So
Speaker:
00:26:43
there's always something that takes
Speaker:
00:26:45
precedence. So find out what is being
Speaker:
00:26:48
pushed more over the coming weeks and
Speaker:
00:26:50
months and make sure therefore that
Speaker:
00:26:51
you've organized what I call spotlight
Speaker:
00:26:53
content across the website, whether
Speaker:
00:26:54
that's on a homepage, whether that's
Speaker:
00:26:56
within reorganizing the FAQ section,
Speaker:
00:26:58
whether it's reorganizing the blogs even
Speaker:
00:27:01
by giving a kind of editors topics or
Speaker:
00:27:04
choice of the month, whatever, but really
Speaker:
00:27:06
make sure that this website is adjusting
Speaker:
00:27:08
to the sales effort that would really
Speaker:
00:27:11
make a big difference. And I think in
Speaker:
00:27:13
fact, make sure that you get more support
Speaker:
00:27:15
for content ideas and beyond from people
Speaker:
00:27:17
working sales and customer service.
Speaker:
00:27:20
Internal comms, I mean, so important, but
Speaker:
00:27:23
so many small businesses are so bad at
Speaker:
00:27:26
it. So, you know, improve your internal
Speaker:
00:27:28
comms. It's amazing what you can get out
Speaker:
00:27:30
of it. We've focused a lot on AI. We're
Speaker:
00:27:34
finding we're doing that a lot recently,
Speaker:
00:27:36
but how can you not? You don't wanna be
Speaker:
00:27:38
left behind. AI absolutely has changed
Speaker:
00:27:41
search engine optimization, changed it
Speaker:
00:27:43
for the better, changed it to make it so
Speaker:
00:27:45
much easier, so much quicker, but also so
Speaker:
00:27:48
much deeper in terms of the analysis, in
Speaker:
00:27:51
terms of the data, in terms of the
Speaker:
00:27:53
implementation and the changes that you
Speaker:
00:27:55
can make. AI is making it easier to get
Speaker:
00:28:01
yourself higher on that Google ladder. We
Speaker:
00:28:03
talked about successful podcasting. It's
Speaker:
00:28:05
all about having engaging podcasts,
Speaker:
00:28:07
podcast, none of this monotone, none of
Speaker:
00:28:09
this talking over each other. This is
Speaker:
00:28:12
about helpful resourceful content because
Speaker:
00:28:16
people are wanting to learn, they're
Speaker:
00:28:17
wanting to be inspired, they're wanting
Speaker:
00:28:19
to find out something new. And don't
Speaker:
00:28:21
forget that the majority of people for
Speaker:
00:28:23
some reason are on Spotify, which is very
Speaker:
00:28:25
interesting. As always, we've given you a
Speaker:
00:28:27
couple of apps and a couple of call to
Speaker:
00:28:29
actions to start you feeling proud of
Speaker:
00:28:31
your website again.
Speaker:
00:28:33
Thank you very much for this recap. And I
Speaker:
00:28:35
must once again remind everybody about
Speaker:
00:28:37
our free ebook about the 50 top apps and
Speaker:
00:28:41
tech for your website. And of course, the
Speaker:
00:28:43
call to action randomizer. It's quite
Speaker:
00:28:45
fun. You get to pick an action for the
Speaker:
00:28:47
day and then get on with the work with
Speaker:
00:28:50
your team.
Speaker:
00:28:52
That wraps up episode 29 of the 9 Today
Speaker:
00:28:55
Website Mastery podcast, your audio
Speaker:
00:28:57
companion to the 9 Today Website Mastery
Speaker:
00:28:59
program. For more information, visit 9
Speaker:
00:29:01
today, marketingmastery.com where you can
Speaker:
00:29:03
book a discovery call with either myself
Speaker:
00:29:05
or Pascal. It's goodbye for now. We'll
Speaker:
00:29:07
leave you with a fun video and audio
Speaker:
00:29:09
montage to enjoy whilst you review your
Speaker:
00:29:11
notes and actions and take those action
Speaker:
00:29:13
and take those steps forward. Please do
Speaker:
00:29:16
subscribe. Leave us a review. It would
Speaker:
00:29:19
mean a huge amount. Let us know what you
Speaker:
00:29:21
think of the show. Tweet us, or should I
Speaker:
00:29:24
say X us?
Speaker:
00:29:26
No, I don't see X us.
Speaker:
00:29:28
Tweet us. Let us know on LinkedIn. But
Speaker:
00:29:30
more importantly, leave a review. Let us
Speaker:
00:29:32
know and let other people know what you
Speaker:
00:29:35
think. It would make a huge difference to
Speaker:
00:29:36
us. Thanks so much for listening. Enjoy
Speaker:
00:29:39
the video or the audio montage, depending
Speaker:
00:29:41
on whether you're listening or watching.
Speaker:
00:29:42
Take care. Bye. Hey! I'm gonna make it
Speaker:
00:31:02
I'm gonna make it I'm gonna make it