How to Safeguard Your Website Content from Competitors & Boost Small YouTube Channels
In Episode 34 of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni bring you strategies to protect your website content, insights into YouTube’s latest feature for small channels, and powerful tools to make managing your website easier than ever!
If you've ever worried about competitors stealing your case studies, testimonials, or website content, this episode is a must-listen. We also explore how YouTube’s new "Hype" feature helps small creators stand out, and reveal some innovative apps to enhance your web content strategy.
What We Cover:
1️⃣ You Ask, We Answer: How Can I Protect My Website’s Case Studies and Testimonials?
Are you hesitant to share client success stories because competitors might use them to poach your customers? 🤔
Jonny and Pascal share best practices to:
- Anonymise key details while preserving credibility and trust.
- Use industry or sector descriptions instead of full client names and logos.
- Leverage SEO to prevent plagiarism and establish content ownership.
They also discuss how to build stronger client relationships that dissuade competitors from targeting your customers.
2️⃣ Website Stories: YouTube’s New “Hype” Feature for Small Channels
YouTube’s CEO has announced a new feature designed to help small creators gain visibility! 🏆
We break down how the Hype feature works, including:
- What is Hype?
- How can creators encourage viewers to hype their content?
- Could this approach expand to platforms like Google Maps and LinkedIn?
Discover why this update could be a game-changer for small businesses using YouTube for marketing.
3️⃣ The Website Engine Room: Tools to Simplify Your Life
🚀 Pascal’s Pick: NotebookLM by Google
- Automatically summarises your website content and gives you AI-generated feedback.
- Provides written and audio summaries to help you understand how visitors perceive your site.
🎯 Jonny’s Pick: Storylane.io
- Create interactive product demos in under 10 minutes.
- Boost engagement and conversions with polished, guided demonstrations for your SaaS or online product.
4️⃣ The Website Call to Action: Your Weekly Change to Boost Performance
- Jonny’s CTA: Focus on Voice Search Optimisation.
- Adapt your content for conversational queries that smart speakers and virtual assistants understand. Use long-tail keywords to capture search intent and voice-based questions.
- Pascal’s CTA: Create a Targeted FAQ for Your Products/Services.
- Use AI tools to identify common customer questions, objections, and concerns. Craft in-depth FAQ content that aligns with SEO trends and improves your search rankings.
Key Questions Answered in This Episode:
🔹 How do I protect my website’s case studies from competitors?
🔹 How does YouTube’s new Hype feature work and how can it benefit small channels?
🔹 What tools can help me manage my website more effectively?
🔹 How can I optimise my content for voice search queries?
Resources & Links Mentioned:
Transcript
Hi, welcome. It's episode 34 of the 90-Day
Speaker:Website Mastery Podcast, the perfect
Speaker:companion to the 90-Day Mastery Program.
Speaker:It's the 34th episode. We're excited to
Speaker:bring you even more valuable insights and
Speaker:help you enhance your website's
Speaker:performance. Join us as we explore
Speaker:strategies to make your website work
Speaker:harder for you, reigniting your pride in
Speaker:your online presence. We want you to feel
Speaker:proud of your website. That's right, isn't
Speaker:it, Pascal? We do indeed. And can I just
Speaker:say thank you very much for people who
Speaker:reacted to my LinkedIn post earlier in the
Speaker:week when we announced that we're going to
Speaker:go live today, because it's been one of
Speaker:those tough weeks. Tough, but enjoyable.
Speaker:Lots of workshops, conference speaking,
Speaker:consultancy on the wonders of AI,
Speaker:blogging, and of course, websites. So it's
Speaker:just lovely to kind of end the week in
Speaker:your company and the company of our
Speaker:viewers and listeners. we're going to go
Speaker:through our four segments to, yeah, find
Speaker:ways, simple ways, but very powerful ways
Speaker:to make sure your website does more for
Speaker:your business, for you as you're at the
Speaker:moment to go from joining it for you to
Speaker:feel proud of your website again. Yeah,
Speaker:and we really appreciate you joining us
Speaker:and listening and giving us feedback. It
Speaker:keeps us going and we enjoy this space.
Speaker:It's really important for us and for you
Speaker:because we want you to feel proud of your
Speaker:website. So we've got four segments as
Speaker:always. It's the you ask, we answer. We've
Speaker:got website stories. We have the website
Speaker:engine room where we'll share an app or a
Speaker:piece of kit that's going to help you as a
Speaker:website manager or website content creator
Speaker:make your life easier and of course we
Speaker:always finish with the website call to
Speaker:action. How can a piece of content not
Speaker:have a call to action at the end? Well we
Speaker:make sure it always does. So let's get
Speaker:started and start with you ask we answer.
Speaker:Now this one question, I have to thank one
Speaker:of my recent coaching clients, because
Speaker:they are really the source of the idea for
Speaker:it. So we're having a conversation about
Speaker:the key component parts of a website, talk
Speaker:about promotional content, talk about
Speaker:social content. If you're intrigued, go
Speaker:and check out our webinars, because we do
Speaker:deep dive on that. And we spoke about the
Speaker:importance of demonstrating your expertise
Speaker:via a track record and the way in which
Speaker:you can kind of craft case studies and
Speaker:testimonials. And his reaction was,
Speaker:listen, I'm very keen to add case studies
Speaker:and more kind of validation on the
Speaker:website, but I'm worried that quite simply
Speaker:the competition was simply use that to
Speaker:almost formulate their own little hit list
Speaker:of companies to approach. They're going to
Speaker:steal and scrape the content from our case
Speaker:studies. And actually, the conversation
Speaker:went beyond that, which is, well, how do
Speaker:you protect any content on your website?
Speaker:But yeah, so the challenge is, and I would
Speaker:love to hear your perspective, is we need
Speaker:to demonstrate expertise. We need to
Speaker:demonstrate that we've done this before,
Speaker:case studies are important, but how can
Speaker:you craft them in such a way that you
Speaker:don't just make life easy for your
Speaker:competitors to take the name, to kind of
Speaker:do a bit of research on LinkedIn and
Speaker:beyond, and approach your customers and
Speaker:say, I can do it too, and maybe cheaper.
Speaker:Yeah and I've seen this happen so I
Speaker:understand the concern. I think some of
Speaker:this is about having confidence in your
Speaker:products and services and if listening to
Speaker:feedback and you know I always remember on
Speaker:Ramsey's Kitchen Nightmares if 16 people
Speaker:are telling you your soup's crap then your
Speaker:soup's crap and you need to do something
Speaker:about it. So there is an element of
Speaker:actually having confidence. And I've been
Speaker:in exactly this position where people have
Speaker:approached my clients and will have got
Speaker:that from case studies, from my
Speaker:connections on LinkedIn. But my clients
Speaker:have been good enough to let me know. So I
Speaker:am proud of my services. But I also hear
Speaker:listeners and viewers right now saying,
Speaker:yes, OK, you can still be great. But if
Speaker:they come with a better deal or there's
Speaker:always time to change, So you can, but you
Speaker:can protect. And so I guess that's along
Speaker:the route of anonymizing, maybe just using
Speaker:first names and not using a full name of
Speaker:the person that's given the testimonial or
Speaker:the person that's given that client review
Speaker:case study. And perhaps just mentioning
Speaker:the industry or the sector of the client
Speaker:instead of having the logo. I think it's a
Speaker:difficult one because I think having the
Speaker:logo and having that depth brings a huge
Speaker:element of trust, whereas if you're not
Speaker:bringing that, you're protecting
Speaker:yourselves, but you're not having quite as
Speaker:much of the trust element. So I think it's
Speaker:about finding a fine line, but I guess the
Speaker:instant response, Pascal, for me, is first
Speaker:of all, have that, be confident about your
Speaker:products and services, and you can go down
Speaker:the anonymization route if that's, what's
Speaker:your experience with this? The same, in
Speaker:fact, a customer of mine rang me many,
Speaker:many years ago saying, I need to tell you
Speaker:that actually one of your attendees came
Speaker:to see me armed with your handouts and
Speaker:your kind of slides and say, I can do it
Speaker:two cheaper. And it was just the most
Speaker:surreal experience. So I have some
Speaker:sympathy with it, but we need to find a
Speaker:way to build that trust and build that
Speaker:confidence. So I like your idea of, well,
Speaker:let's name the industry or even the
Speaker:subcategory within the industry, but I
Speaker:think it's all to do with how you shape
Speaker:the case. Is it that actually it's more
Speaker:interesting to understand about the
Speaker:challenges that you faced and the
Speaker:solutions that you came up with? That can
Speaker:be quite innovative. That could be just as
Speaker:informative as the naming, if you will, of
Speaker:the very business that you dealt with. But
Speaker:the way in which you can do that,
Speaker:particularly I would say B2B, would be to
Speaker:kind of relate it more to maybe the kind
Speaker:of membership organization they may belong
Speaker:to. So you could talk about a member of
Speaker:this institute or a member of this
Speaker:federation approached us with this
Speaker:challenge. And you can find ways to
Speaker:storytell what you've done, the before,
Speaker:doing, and after, in such a way that is
Speaker:informative. But then you mustn't forget
Speaker:that you have an amazing section on your
Speaker:website called the blog. if you still want
Speaker:to use that term, that can really, really
Speaker:help you as a platform to talk about,
Speaker:share some news and react to the news in
Speaker:that industry in particular, because my
Speaker:kind of philosophy is we're going to go to
Speaker:market with intent. So the case studies
Speaker:are there to, as part of a dedicated
Speaker:approved sales strategy about we're going
Speaker:to be more visible and more credible in
Speaker:this particular subsector. So your blog is
Speaker:a wonderful platform as well to share the
Speaker:news about that particular sector you want
Speaker:to talk about, talk about the solutions,
Speaker:talk about also what's happening and so
Speaker:on. So within, if you like, the context of
Speaker:the entire website, not just the case
Speaker:study element, there's going to be many,
Speaker:many ways in which you can do that. And
Speaker:then my position that would be to almost
Speaker:kind of put the competition competition
Speaker:off is to then have a joint announcement
Speaker:or joint press release. So you and your
Speaker:customers are telling the story of what
Speaker:has happened in such a way that the
Speaker:established relationship is seen to be so
Speaker:strong that would be quite a turn off for
Speaker:your competitors as well. Yeah, I like
Speaker:that. I mean, that just increases the
Speaker:trust, doesn't it? And having a client
Speaker:come out and talk about the relationship
Speaker:that you've got is fantastic. I just
Speaker:should welcome, by the way, we are live on
Speaker:LinkedIn. We're live on YouTube. We're
Speaker:live on Instagram. And we've got some
Speaker:people watching right now. Thanks for
Speaker:being here on Instagram, because we've
Speaker:been testing and trying that platform. But
Speaker:yeah, let us know where you are. You might
Speaker:be listening to this on the podcast or
Speaker:even the replay afterwards. Thank you for
Speaker:being here. But the question that we're
Speaker:debating is, We've got these case studies,
Speaker:we've got client logos and we've had that
Speaker:question, how do you protect yourself from
Speaker:competitors approaching those clients? So
Speaker:I think we've covered some good ideas
Speaker:there about anonymization, about using
Speaker:first names, about just using the sector
Speaker:or the industry and also going into depth
Speaker:on the blog, not just on the case study,
Speaker:but on the blog about how you've come up
Speaker:with, you know, these are the typical
Speaker:problems that we see. These are the
Speaker:typical solutions. This is the typical
Speaker:impact that we can achieve. And I think
Speaker:that's all brilliant. Pascal, there was
Speaker:just one thing that I wanted to mention
Speaker:because we've called this episode, how to
Speaker:safeguard website content and from
Speaker:competitors. And I think it's important to
Speaker:mention from, you know, one of the
Speaker:questions that I get asked quite often is,
Speaker:you know, you spend a lot of time an
Speaker:effort on a particular piece of content,
Speaker:you put that on the website. And how do
Speaker:you stop someone just copying and
Speaker:plagiarizing and using that? And the
Speaker:beauty is, is that if you're optimized
Speaker:correctly on your website from an SEO
Speaker:point of view, Google sees the date and
Speaker:the time that that content was on your
Speaker:website. And if it sees the same content
Speaker:somewhere else, it references the date and
Speaker:the time as who was the first publisher of
Speaker:that content. So you're sort of protected
Speaker:from a, uh, quite a good way from a
Speaker:certainly a Google point of view. But
Speaker:yeah, just thought I'd mention that,
Speaker:Pascal, because similarly, I get questions
Speaker:around competitors copying content.
Speaker:Absolutely, thanks for that. So everyone,
Speaker:have you found an innovative way to
Speaker:protect or suddenly make it such that your
Speaker:content is not ready to be just stolen by
Speaker:others? How do you find a way to share
Speaker:your track record without making life easy
Speaker:for the competition to essentially have a
Speaker:hit list of prospects to go after? It'd be
Speaker:fascinating to hear your stories from your
Speaker:own perspective and your own industries.
Speaker:Let us know. And for now, let's move on to
Speaker:website stories.
Speaker:Now, in each episode of the Website
Speaker:Mastery podcast, we choose an article, a
Speaker:podcast, an infographic, something that
Speaker:can help us reflect what it means to run a
Speaker:website in today's economy. And we've
Speaker:chosen a video, short one, but it's a very
Speaker:good one, from a channel called TubeBuddy.
Speaker:One of their journalist video creator
Speaker:attended the annual YouTube conference and
Speaker:was reporting on an announcement that I
Speaker:think is going to be very, very
Speaker:interesting for us to reflect and react
Speaker:to. The title is as follows, YouTube CEO
Speaker:announces major news for small channels.
Speaker:And very, very quickly, you'll understand
Speaker:that this is all about helping small
Speaker:channels get more visibility. In short,
Speaker:they have introducing, sort of surely
Speaker:across different territories, as they call
Speaker:them, a new feature called Hype, H-Y-P-E.
Speaker:And this is designed for small YouTube
Speaker:channels with less than 500,000
Speaker:subscribers, which is unlimited. that I
Speaker:can think of that I deal with in a kind of
Speaker:business context. I think if you do
Speaker:something for leisure, for entertainment,
Speaker:you get to that number very, very quickly.
Speaker:And I suppose, for me, what I like about
Speaker:it is that timely reflection from Google,
Speaker:who owns YouTube, about the need for small
Speaker:channels to get more recognition, more
Speaker:visibility when the feeds, particularly
Speaker:because of the kind of imperfect algorithm
Speaker:it just fed with all the populist and
Speaker:popular content. So the way it works is
Speaker:viewers, Now you and I would get three
Speaker:hypes per week so we can essentially help
Speaker:three videos per week and what you will
Speaker:see on small channels is a new kind of
Speaker:symbol and icon alongside the sharing and
Speaker:the subscribing and so on called hype and
Speaker:you can do that three times a week. And
Speaker:the other being that the more hype points
Speaker:given to a video, the higher this video
Speaker:will get onto a brand new leaderboard
Speaker:called hype. And actually, they're
Speaker:introducing a new tab. So there's going to
Speaker:be some new habits to get into and a new
Speaker:tab to get comfortable with. They've done
Speaker:some beta testing in Turkey, Taiwan, and
Speaker:Brazil. People can ask you why. of the
Speaker:large population. And I'm, you know,
Speaker:sometimes reminded that in the UK
Speaker:certainly we're not that big and that
Speaker:important any longer, just quite humbling.
Speaker:But the idea being that, you know, a
Speaker:solution to a problem created by YouTube
Speaker:itself as a platform, but also because of
Speaker:the imperfect algorithm, so hype, a new
Speaker:way to support small YouTube channels. But
Speaker:then the conversation and the reaction I
Speaker:want to invite from you, Johnny, is can we
Speaker:hope that this kind of desire to help
Speaker:smaller businesses and smaller content
Speaker:creators will translate also across maybe
Speaker:search, maybe across Google Maps and more.
Speaker:So I like it. I like it a lot, of course,
Speaker:but I'm hoping that it's a change that we
Speaker:may see even on social media platforms
Speaker:like YouTube and LinkedIn and more. I
Speaker:mean, that's the problem, isn't it? That
Speaker:small businesses are finding it tougher
Speaker:and tougher to stand out. You know, even
Speaker:just look at Meta and advertising on
Speaker:Facebook, on Instagram, you've got to have
Speaker:big bucks now for things to work. And so
Speaker:it is great to see YouTube owning this and
Speaker:saying, look, you know, we realize that
Speaker:small businesses are suffering here.
Speaker:That's why we've introduced this new hype
Speaker:solution. I think what's going to end up
Speaker:happening here is that we're going to
Speaker:start having to add call to actions to the
Speaker:end of our videos that aren't just
Speaker:subscribe or like, but make sure you hype
Speaker:us as well. So I think we'll start seeing
Speaker:some of that. But I think in terms of
Speaker:other platforms, so search, SEO, it's been
Speaker:a problem for a long time that bigger
Speaker:organizations dominate in search. They've
Speaker:got better backlinks. They've got better
Speaker:domain authority. So then it comes down to
Speaker:how well you can do locally, how well you
Speaker:can do from a personalization point of
Speaker:view. It was nice to see Google launch
Speaker:personalization many years ago and they've
Speaker:really, really developed that hugely so
Speaker:that they are trying to promote more local
Speaker:businesses, more businesses that you've
Speaker:already shown an interest in, perhaps
Speaker:you've already got connections with some
Speaker:kind of data points that Google have. So
Speaker:yeah, I think it's great to see the
Speaker:recognition that small businesses are
Speaker:being squashed to some extent and
Speaker:certainly hype is a really positive way
Speaker:forward on YouTube and I'd like to see it
Speaker:across more platforms. Yeah, one platform
Speaker:that I'd be very keen to see is that
Speaker:Google My Business, Google Maps. Many
Speaker:years ago, during a Google conference,
Speaker:they had suggested that Google Maps could
Speaker:become almost like a social network, where
Speaker:a group of people could get together and
Speaker:favor and kind of promote their favorite
Speaker:places and favorite services and so on.
Speaker:And that never really came to fruition, so
Speaker:we shall see. But Watch this space, you
Speaker:know, so YouTube was the first one out
Speaker:with a solution of sort. We'll see whether
Speaker:people want to do the hyping. This is
Speaker:going to become a new verb and so on. And
Speaker:can we see a rollout across all the
Speaker:digital platforms because It's not getting
Speaker:any easier. All the conversation you and I
Speaker:have with our customers is the stats are
Speaker:not great. And it's tough sometimes to
Speaker:keep yourself motivated when you feel like
Speaker:you're swimming against the current. So
Speaker:yeah, this is a nice breakthrough. Yeah,
Speaker:for sure. On that note, let's move forward
Speaker:onto our next segment, the website engine
Speaker:room.
Speaker:Now in this segment of the show, Jonny and
Speaker:I love to introduce a new app, maybe a new
Speaker:solution, maybe a new piece of kit that
Speaker:can make life easier as a website manager
Speaker:and content creator. So Jonny, what is
Speaker:your selection for the website engine
Speaker:room? So this week, the focus is on
Speaker:businesses that have some kind of product
Speaker:online, some kind of SaaS solution. Maybe
Speaker:you've got some kind of portal or some
Speaker:kind of something that is an online
Speaker:solution. and how to demonstrate that, but
Speaker:also how to apply some training to that
Speaker:area as well. So the app is called
Speaker:Storylane.io. It helps companies build and
Speaker:share interactive product demos with their
Speaker:prospects in under 10 minutes. It allows
Speaker:you to share your story visually to engage
Speaker:your audience and boost conversions. It's
Speaker:a great way to be able to produce a far
Speaker:higher quality screen share. That's very
Speaker:polished. That's got, you know, the right
Speaker:type of pop-ups and arrows and, and, and
Speaker:allow you to really demonstrate a product,
Speaker:an online product really easily. Um, so
Speaker:yeah, it's, it was a great little find,
Speaker:uh, that I had with a client not so long
Speaker:ago. Um, and just wanted to recommend it.
Speaker:So it's storyline.io. I, uh, I was just
Speaker:double checking. Yeah. It's storyline.io.
Speaker:Uh, so that would be mine for this
Speaker:episode. I mean, it's perfect because I've
Speaker:got a meeting next week and I'm going to
Speaker:introduce that as part of a discourse
Speaker:because it is tough sometimes. Because
Speaker:what we do, whether it's a website itself
Speaker:or the website content, is we try and
Speaker:invite somebody to imagine a near future
Speaker:where things are different and that with
Speaker:us, things are going to go well. And
Speaker:sometimes all we see are just claims after
Speaker:claims after claims that things are going
Speaker:to go well. People need to be more than
Speaker:that. And I think visual storytelling is
Speaker:very, very important. Now, there's one
Speaker:thing that you and I have discussed many a
Speaker:time, which is that if only we would know
Speaker:and could hear and see what it's like for
Speaker:visitors to go on our websites. kind of
Speaker:insight into behavior, into also what they
Speaker:seem to have understood about us, or what
Speaker:they seem to remember about us, is so
Speaker:vastly important. And indeed, you know,
Speaker:you can, if budget allows, do focus
Speaker:groups. But actually, what we have found,
Speaker:because I've done many of them myself, and
Speaker:you have as well, is focus groups, you do
Speaker:get a biased view because people spend too
Speaker:much time rationalizing their perceptions
Speaker:and views about a website. Now, there is
Speaker:an online tool that's just been released
Speaker:by Google called Notebook LM, LM standing
Speaker:for Language Model. And Notebook LM first
Speaker:was invented, if you will, to help you
Speaker:summarize a number of documents about a
Speaker:specific subject. And what you could do
Speaker:with your AI-powered assistant is query
Speaker:those documents, get an understanding of
Speaker:what it is, And you get some summaries,
Speaker:and you can upload Google documentations.
Speaker:You can upload links to a number of
Speaker:things. But the way in which I've been
Speaker:using it more recently, Notebook LM by
Speaker:Google, it's actually simply copy and
Speaker:paste the URL of your website, or URL of a
Speaker:particular part of your website, and
Speaker:simply wait for AI to summarize what they
Speaker:have understood based on the content
Speaker:present there. And it's very, very telling
Speaker:because the summary sometimes is actually
Speaker:very powerful. It can be used almost as is
Speaker:for an apprentice section more. But
Speaker:sometimes you kind of go, oh, that's not
Speaker:really what I had in mind when I created
Speaker:this content. That's not what I had in
Speaker:mind in terms of this website. I want
Speaker:people to remember or understand more of
Speaker:this and less of the other. So if you have
Speaker:some imbalance that can be very helpful.
Speaker:So this AI platform literally will visit
Speaker:inverted commas the website and report
Speaker:back to you what it seems to have
Speaker:understood about your offer, about your
Speaker:kind of values and that kind of things.
Speaker:That's number one, so you get a good
Speaker:written summary. But the other thing that
Speaker:is very, very powerful is you get an audio
Speaker:summary. And this is the one that people
Speaker:can see Johnny smiling because he's done
Speaker:the test already. If you watch the video
Speaker:format, the audio summary is a mini
Speaker:podcast between two people. Now, I grant
Speaker:you, these are bots talking to each other,
Speaker:but the voices, the intonations, and the
Speaker:interaction is so human-like that it's a
Speaker:pleasure to listen to, But also, it gives
Speaker:you, again, an appreciation of what if two
Speaker:customers, two prospect met at a local
Speaker:pub, local cafe, and discussed what they
Speaker:understood of your website content. This
Speaker:is what Notebook LM can provide you as
Speaker:market intelligence via essentially an
Speaker:assistant. And then there's many, many use
Speaker:cases for that content. For me, the
Speaker:written summary and the audio summary is
Speaker:what we've been almost hoping for, which
Speaker:is, If you were a first-time visitor, what
Speaker:impression would you have of my website
Speaker:and what would you retain in terms of the
Speaker:information? And then based on that
Speaker:intelligence, can you go in and adjust
Speaker:that content accordingly? Yeah, it's quite
Speaker:a wow platform that you introduced me to.
Speaker:I had a little play. the other day and I
Speaker:am very excited to see where this is going
Speaker:to go but I love the use case that you've
Speaker:just painted which is let's just you know
Speaker:paste our website URL see what the
Speaker:language model says about it and it gives
Speaker:you some really interesting insight from a
Speaker:as you said you can read about it or you
Speaker:can listen to it where you know It's as if
Speaker:two people have got together and start
Speaker:talking about you. Uh, so, uh, and, and
Speaker:we're, we're talking about, you know,
Speaker:we're talking about this within seconds as
Speaker:well, aren't we? You know, it's, it's, uh,
Speaker:it only takes a minute or two for it to
Speaker:literally, uh, compile that audio and,
Speaker:and, and play it back to you. Uh, so yeah,
Speaker:interesting to see where that platform
Speaker:goes. Um, and, uh, I like it a lot.
Speaker:Thanks, Pascal. So that was our website
Speaker:engine room, where we shared a couple of
Speaker:apps that's going to help you as a website
Speaker:content creator, website manager, start
Speaker:feeling proud of your website. But also,
Speaker:ultimately, this is about sales, isn't it?
Speaker:It's about selling more. It's about
Speaker:engaging more. And whether that be current
Speaker:clients or previous clients. Let's move on
Speaker:to our final segment of this episode, the
Speaker:website call to action.
Speaker:Now, in this final segment, we surprised
Speaker:each other, we surprised you, our viewers
Speaker:and listeners, with one change or one
Speaker:adjustment that can make a big difference
Speaker:to your website. So, Jonny, what is your
Speaker:website call to action for today? So, I'm
Speaker:going to talk about voice search
Speaker:optimization. Now, I've talked about this
Speaker:before, but not on this podcast. And the
Speaker:reason that I bring it up is because
Speaker:You'll have noticed in the UK that Google
Speaker:is rolling out lots of AI in its Google
Speaker:search. And a lot of that generative AI is
Speaker:based on voice search as well, voice
Speaker:search data. And so it's a lot more
Speaker:conversational content. It's a lot more
Speaker:longer tail keywords. And really trying
Speaker:to, you know, this isn't new for some of
Speaker:you that are listening, but I expect that
Speaker:actually knowing the clients that we work
Speaker:with, knowing the range of clients that we
Speaker:work with, these questions still come up
Speaker:all the time. And the obvious things
Speaker:aren't always that obvious. So we want to
Speaker:be at the top of Google for the best word
Speaker:in the world, because that's what we sell.
Speaker:But actually, we really need to be
Speaker:thinking about what are our clients
Speaker:questions. What are they typing into
Speaker:Google? What are they asking? And more
Speaker:importantly, what are the younger
Speaker:generations using, for example, on voice
Speaker:search, for example, on other platforms,
Speaker:not just Google. They're using search on
Speaker:TikTok. And so it's how you're using that
Speaker:conversational language within your
Speaker:content and focusing on those sort of
Speaker:longer tail keywords. So my advice for you
Speaker:for this week, the call to action, is to
Speaker:really stand back about what it is you're
Speaker:trying to sell, what it is you're trying
Speaker:to, what the products and services are,
Speaker:and really home in on what might your
Speaker:clients be asking if they were looking for
Speaker:solutions that you offer. Not what would
Speaker:they type into Google, Not what would be
Speaker:the one or two keywords, but what would be
Speaker:the sense, what would be the, if they were
Speaker:going to ask someone, a personal
Speaker:assistant, if they were going to ask a
Speaker:personal assistant to solve one of their
Speaker:problems that you have a solution to, what
Speaker:would they say to that personal assistant?
Speaker:And that would be my call to action for
Speaker:this episode. This is so good. That
Speaker:relates back to what we discussed with the
Speaker:previous segment as well, because this is
Speaker:where AI can help you stimulate your
Speaker:imagination about remembering actually
Speaker:those moments where you had the
Speaker:interaction yourself. That's really
Speaker:important to go back to real life
Speaker:conversations. But also, what is lovely
Speaker:about some of the platforms you and I have
Speaker:mentioned on the show, that could be from
Speaker:ChatGPT to Perplexity, and now Notebook
Speaker:LM, is that they make suggestions about
Speaker:those questions as well. You could also go
Speaker:onto Google and look at the box that says
Speaker:people also asked, and that kind of thing.
Speaker:So it's really important to have that. And
Speaker:we learned again, because we don't talk to
Speaker:each other, we prepare separately for for
Speaker:the show but I've got something very
Speaker:similar which is this idea of a targeted
Speaker:product or services FAQ so back to
Speaker:questions people ask and this one is
Speaker:important because I have noticed I don't
Speaker:have any hard data to back it up, but I
Speaker:have noticed that search engines,
Speaker:particularly the AI summaries that they
Speaker:seem to be crafting as part of the top
Speaker:level bit of what you see, seems to like a
Speaker:lot FAQ content from websites. There seems
Speaker:to be a trend going towards that. So let's
Speaker:ride that wave as long as it may last. So
Speaker:my recommendation would be to make a list
Speaker:of your sales objectives, and be clear
Speaker:about the product and services that you
Speaker:want to sell more of in this next quarter
Speaker:or six months of the year. And then what I
Speaker:would do is use your AI assistant to give
Speaker:you some ideas about the likely questions,
Speaker:the likely objections, really important,
Speaker:the likely objections that they might
Speaker:have, the likely dancing concerns. And
Speaker:what I would do is even do that across a
Speaker:range of personas. So maybe if you don't
Speaker:have them, start with the personas and
Speaker:then use them to interrogate your AI
Speaker:assistant. platform for ideas for the
Speaker:likely objection the likely questions are
Speaker:likely dancing concerns but also
Speaker:aspirations and wishes you need to kind of
Speaker:go deep diving into that and then you'll
Speaker:have a lot to go after you don't have to
Speaker:use all of it but that is what you need to
Speaker:then repurpose that those a i can suggest
Speaker:the content into the ultimate FAQ for a
Speaker:particular service or a particular
Speaker:product. A, that's gonna make your website
Speaker:shine in terms of content and usefulness,
Speaker:but also this idea of being the extension
Speaker:of your customer care ethos. But also
Speaker:since, ultimately, even though they are
Speaker:produced by, they are AI summaries,
Speaker:forgive me, they still need content from
Speaker:the interweb, as I call it, with
Speaker:affection. And that comes from your
Speaker:website. So to have the ultimate service
Speaker:FAQ on your website is going to give you
Speaker:many, many wins moving forward. Fantastic.
Speaker:What a jam-packed episode. As always, this
Speaker:was episode 34. We've talked about how to
Speaker:safeguard website content for your
Speaker:competitors. Listen, don't be shy of
Speaker:sharing case studies and even clients'
Speaker:names and logos. But if you really do have
Speaker:concern, you can anonymize. That's what
Speaker:we've talked about. So don't be shy of
Speaker:that. Watch out for the new hype that's
Speaker:coming on YouTube to help small
Speaker:businesses, to help smaller accounts. So
Speaker:make sure that when you're watching this
Speaker:on the replay and the hype button appears,
Speaker:make sure you click the hype button. We've
Speaker:shared a few tips and apps. Of course, it
Speaker:was AI related. We're loving AI, aren't
Speaker:we, Pascal? It's ingrained into us now.
Speaker:That's a wrap for episode 34, the 90 Day
Speaker:Website Mastery Podcast, your audio
Speaker:companion to the 90 Day Website Mastery
Speaker:Program. For more information, visit
Speaker:90daymarketingmastery.com, where you can
Speaker:book a discovery call with either myself
Speaker:or Pascal. It's goodbye for now. We'll
Speaker:leave you with a fun video and audio
Speaker:montage to enjoy whilst you review your
Speaker:notes and action steps. And make sure you
Speaker:do subscribe. Make sure you tell your
Speaker:friends. I was about to say tweet as X's.
Speaker:I still haven't quite got that X or tweet.
Speaker:But anyway, more importantly, we love
Speaker:feedback. Let us know what you think. What
Speaker:else would you like on the show? What do
Speaker:you want us to explore? What questions do
Speaker:you have? But more importantly, thanks for
Speaker:being there and start feeling proud of
Speaker:your website again. We'll see you all
Speaker:soon. Cheers, Pascal. Take care. Bye-bye.
