Join Jonny Ross, Fractional CMO (Chief Marketing Officer) & Digital Marketing Strategist, in his podcast The Jonny Ross Fractional CMO - formerly the Jonny Ross Audio Experience.
Full of stories, marketing tips, tricks and strategy, along with interviews from inspirational business leaders.
Looking for marketing strategy? Jonny delivers marketing consultancy, marketing training and marketing campaigns on a daily basis. This podcast is a place to share his wealth of knowledge with you, and to find experts across many different business fields and bring their inspirations and learning tips right into your ear!
Find Jonny over at:
His website https://jonnyross.com
On LinkedIn https://www.linkedin.com/in/jonnyross/
or on Twitter https://twitter.com/jonnyross.
He is also Founder of https://fleek.marketing and also runs a local Yorkshire Business Club https://www.facebook.com/groups/TheYorkshireBusinessClub/.
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#141 Your Social Posts Are Not Duplicate Content, and Your Website Needs Them
Épisode 141
vendredi 11 septembre 2026 • Durée 30:16
In this milestone 60th episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a question that stops many marketers from repurposing their best content: if you bring your social media posts onto your website, are you creating duplicate content that search engines will penalise?
Prompted by a listener question, Jonny and Pascal dismantle this common myth, explain what "repurposing" really means, and reveal why the real risk isn't duplication at all. It's invisibility.
The episode also explores why Instagram continues to outpace Facebook across the EU, and what that shift means for the visual content on your own website. Pascal shares a practical three-part framework for evidence, explanation and atmosphere visuals that any business can use to build a more human, more trustworthy site.
Plus, Jonny and Pascal share the tools they are using to track AI visibility and simplify website data, along with two quick, practical actions you can take on your website this week.
If you are responsible for growing your website's visibility, authority and connection with your audience, you will find lots of practical advice and insights in this episode.
EXTRA: check out the new website: https://webproudmovement.com/ the future digital home for all things WebProud!
❓ Are My Social Media Posts Duplicate Content? Should I Stop Repurposing Them to My Website?
A listener wrote in to ask whether repurposing social media posts into website content creates duplicate content that search engines frown upon.
The answer lies in the word "repurpose": this is not about copying and pasting.
Take what performs well on social media, a post, a stat, a short video, and expand it into something deeper: more detail, more context, real examples from your clients, an FAQ section.
What repurposing actually looks like:
Use social media as a test bed first. Likes, comments and shares are free market research: if a post lands well, that's your signal to develop it further.
Turn a "3 top tips" post into a "7 or 8 ways to..." article on your website, backed with real examples, evidence and background from your own client work.
Change the format, not just the length. A video shared on social can become a written article with more copy. A short written post can become an infographic or a podcast segment instead, what Pascal calls "editing up" in his workshops.
Turn a reaction to a news story into a deep-dive article: summarise the news item, add your own comment and analysis, then close with practical advice or actions readers can take.
Add value the original post never had, such as an FAQ section addressing the questions people actually ask.
You don't need to abandon the original post either. Embed it within the new article, or simply link out to it.
Duplicate content across platforms is largely a myth. If it were a real problem, news websites couldn't all report the same story. Search engines can handle the same idea appearing in more than one place; they simply decide which version to surface.
Search engines have been designed to scan structured, in-depth content, headers, subheaders and paragraphs, since the mid-1990s, not brief, author-less social posts.
For most small and medium-sized businesses, the bigger risk isn't duplication. It's a website that hasn't kept pace with what you're already saying on social media, leaving AI tools and search engines with outdated or thin evidence about your business.
Try it yourself: Google your business and your products. Social posts are rarely cited by Google, ChatGPT or Google AI Mode, largely because they lack a clear author and enough depth to satisfy what these systems are looking for.
❓ Why Is Instagram Outpacing Facebook, and What Does It Mean for My Website's Visuals?
Reacting to an article by Andrew Hutchinson on Social Media Today, Jonny and Pascal unpack why Instagram reached 297 million active users in the EU in H1 2026, ahead of Facebook's 264 million, and what website owners can learn from it.
The shift is being driven by platform fatigue with Facebook's ads and feed clutter, plus Meta's deprioritisation of news links, which has reduced organic reach for pages.
The lesson for website owners: visual, authentic content builds trust in the same way it drives engagement on Instagram.
Pascal introduces a three-part visual content framework for websites:
Evidence visuals – real photography and video of your team, clients and work in action.
Explanation visuals – diagrams, process steps and how-it-works content that removes uncertainty.
Atmosphere visuals – mood and lifestyle imagery that brings your brand's world to life.
Pascal's tip: start "scrapbooking", collecting visuals you admire, digitally or otherwise, as ongoing inspiration for your own website content.
❓ What Tools Can Help Me Track Website Performance and AI Visibility?
Jonny Ross's pick: Otterly.ai – tracks how your brand appears and is cited across ChatGPT, Perplexity, Google AI Overviews and other AI platforms over time. https://otterly.ai
Pascal Fintoni's pick: Google Site Kit – the free official WordPress plugin that brings Search Console and Google Analytics 4 data directly into your WordPress dashboard. https://sitekit.withgoogle.com/
Both tools are designed to help you cut through the overwhelm of tracking performance across an ever-growing number of platforms and data sources.
❓ What's the One Website Change I Should Make This Week?
Jonny's Call to Action: Run the AI Visibility Test. Ask ChatGPT, Claude or Perplexity: "What does [your business] do and who is it for?" If the answer is wrong or thin, your website isn't giving AI enough to work with, so fix the gaps.
Pascal's Call to Action: Refresh your blog. Using Hostinger's collection of 55 blog examples across different sectors as inspiration, treat your blog like a shop window and give it a proper reset and refresh. https://www.hostinger.com/uk/tutorials/blog-examples/
REMINDER: we've been working on this new website: https://webproudmovement.com/ the future digital home for all things WebProud!
🎯 Key Takeaways (with timestamps)
00:20 – Welcome to episode 60: today's topic
00:35 – Celebrating the milestone and a sneak peek at the new website
02:18 – The listener's question: is repurposing social content duplicate content?
03:19 – Repurposing vs. copying and pasting
04:48 – Why duplicate content is mostly a myth
07:45 – Using social media as a test bed for deeper content
09:33 – Website Stories: Instagram overtakes Facebook in the EU
11:51 – A three-part framework for evidence, explanation and atmosphere visuals
15:42 – The three-tier pyramid of visual content, from professional to candid
18:04 – Website Engine Room #1: tracking AI visibility with Otterly.ai
20:46 – Website Engine Room #2: simplifying website data with Google SiteKit
23:21 – Website Call To Action #1: running the AI visibility test
25:01 – Website Call To Action #2: giving your blog a seasonal refresh
27:33 – Final reflections and key takeaways
🔎 SEO Keywords & Tags:
Primary Keywords:
duplicate content myth, content repurposing strategy, social media to website content strategy, website visual content framework, AI visibility tracking tools, website content strategy for small businesses
Secondary Keywords:
is repurposing social media content duplicate content, how to repurpose social posts for website, Otterly.ai AI search tracking, Google Site Kit WordPress plugin, Instagram vs Facebook growth EU, authentic visual content over AI imagery, blog refresh ideas, AI visibility test for websites, website authorship and trust signals
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Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their...
#140 Trust isn't a vibe, it's a ranking signal. What Google & AI engines reward
Épisode 140
vendredi 17 juillet 2026 • Durée 37:06
In this instalment of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni close out their four-part E-E-A-T mini-series by tackling the final and most decisive letter: T for Trustworthiness.
Drawing on Ahrefs' guide to E-E-A-T by Mateusz Makosiewicz and Joshua Hardwick, Jonny and Pascal unpack why trust is the pillar Google and AI engines weight most heavily, even though it is the least glamorous to build, and share the practical checklist every website owner needs to work through: security, transparency, accuracy and honesty.
The episode opens with a listener question from the Digital Knowledge Exchange conference in Leeds on how to find the motivation to create long-form content, and what long-form actually looks like in practice.
Jonny and Pascal then move into the Website Engine Room with two tools worth exploring, Google Business Profile and Tavus.io, before wrapping up with two simple, high-impact call to actions you can implement on your website this week.
If you are responsible for growing organic visibility, AI citations, or on-site conversion, this episode gives you the trust checklist Google is actually grading you against.
❓ How Do I Create Long-Form Content Without It Feeling Like a Chore? (You Ask, We Answer)
There's no fixed word count for long-form: it can be 800 words or, in Pascal's own test, 12,000 words across several platforms.
If writing a full piece in one sitting feels daunting, publish it in instalments, part one this week, part two next, building toward a 2,000-3,000 word piece over a month.
Long-form isn't limited to blog posts: it can be a guide, case study, e-book, podcast episode or video.
Two reliable sources of inspiration: a monthly news roundup reacting to the past month's important developments, and a deep-dive expansion of a top-level answer you gave a client in a recent meeting.
Annual reports, industry reports and sector data are also strong long-form territory.
The real distinction: short-form leaves the reader thinking "interesting, but I need to think this through"; long-form answers the "so what, now what" and tells them exactly what to do next.
🛠️ ✅ 🎯 Key Takeaways (with timestamps)🔎 About the Hosts
#139 Why brand matters more in an AI world, with Sandra Phillipson
Épisode 139
vendredi 3 juillet 2026 • Durée 49:56
AI has made brand matter more, not less. When a machine is choosing who to recommend, brand is what gets you picked.
Jonny Ross talks to brand and customer strategist Sandra Phillipson, founder of Crozest after a 25-year career in brand and customer strategy, most of it inside one of the UK's biggest banks. From the Madonna pen to Airbnb, the Evri rebrand to this week's Halifax news, this is a practical case for treating brand as a commercial lever, not a logo.
Why brand is the biggest commercial lever in your marketing, and how clear positioning lets you charge more
Sandra's working numbers on the new buyer journey: around 70 per cent of it now happens before anyone reaches your website, and a buyer arriving from an AI recommendation converts around three times higher
Brand warms up the buyers, performance converts them. Why the two teams drift apart, and what joint accountability looks like
Jump in:
(02:04) What big brands understand about brand ROI that smaller businesses miss (11:29) Sandra's insider take on the Halifax and Lloyds brand news (15:47) Why you should not let AI build your brand, and where it genuinely helps (21:18) How AI has changed the buyer journey: 2.6 seconds and 24 touchpoints (31:51) Brand versus performance: why they drift apart and how to fix it (39:01) Where SEO, AEO and GEO meet the brand work (42:47) The one thing Sandra would do this month
Mentioned in this episode:
Rory Sutherland on behavioural science, Daniel Priestley's 7-11-4 rule, and Mark Ritson on brand warming buyers up and performance converting them
#138 Optimising Images, Authority in E-E-A-T, AI audio transcription, and Homepages
Épisode 138
vendredi 5 juin 2026 • Durée 29:10
In this practical and insightful episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle the third pillar of Google's E-E-A-T framework, Authority, exploring what it really means, why it differs from Expertise and Experience, and the specific steps you can take right now to demonstrate it online.
The discussion also unpacks a deceptively simple but high-impact website question: when you upload an image to WordPress, what are all those fields actually for and are you using them to their full SEO and accessibility potential?
Jonny and Pascal share their favourite AI-powered audio and transcription tools, and deliver two immediately actionable website calls to action that could transform how your homepage performs and how your best content ranks.
If you are responsible for driving visibility, credibility, and growth for your brand online, this episode is essential listening.
❓ What Are the WordPress Image Fields For, and How Should I Use Them?
This question came directly from a live in-person masterclass, where a delegate admitted they were inconsistent, sometimes completing the fields, sometimes skipping them altogether. Sound familiar?
Jonny and Pascal break down every field you'll find when uploading an image to WordPress, and explain exactly why each one matters for SEO, GEO (Generative Engine Optimisation), and Accessibility:
File Name: Before you even upload, rename your image file using descriptive words. Don't call it IMG_1234.jpg. A clear, keyword-relevant filename (without stuffing) helps both search engines and AI systems understand what the image depicts.
Alt Text: The most critical field for accessibility. This is the text displayed if the image cannot load, and what screen readers announce to visually impaired users. It also carries high SEO and GEO value, giving search engines and AI clear context about your image content.
Title: Acts as an internal reference for your media library. Lower SEO value, but hugely useful for finding the right image later when your library grows.
❓ What Does "Authority" Actually Mean in Google's E-E-A-T Framework?How to Build Authority for B2C / Independent Retailers (Jonny's Perspective):How to Build Authority for B2B / Professional Services (Pascal's Perspective):🛠️ Website Engine Room: AI Audio & Transcription Tools✅ Website Calls to Action: Two Changes to Make This WeekJonny's Call to Action: Review Your Homepage HeadlinePascal's Call to Action: Add Citations and External Links to Your Best-Performing Articles🎯 Key Takeaways (with timestamps)🔎
#137 Repurposing Interviews, Expertise in E-E-A-T, Optimising About Us and Landing Pages
Épisode 137
jeudi 7 mai 2026 • Durée 28:48
In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni explore one of the most underused growth tactics in digital marketing today: repurposing podcast interviews into long-lasting website content.
If you've ever been a guest on a podcast and let that hard-earned conversation disappear into the archives, this episode will completely change how you approach your content strategy.
The episode also continues the four-part mini-series unpacking Google's E-E-A-T framework — Experience, Expertise, Authoritativeness, and Trustworthiness — with a deep dive into Expertise, inspired by an excellent article from Mateusz Makosiewicz and Joshua Hardwick at Ahrefs.
Jonny and Pascal break down the crucial difference between experience and expertise, and explain how to demonstrate both on your website to win trust with visitors and visibility in AI-powered search results.
Plus, the duo shares two powerful new content creation tool discoveries, and rounds off the episode with two actionable website calls to action you can implement straight away.
❓ How Do I Repurpose a Podcast Guest Appearance Into Website Content?
Jonny and Pascal share a complete workflow for transforming one 45-minute podcast interview into months of valuable content:
Request the transcript from the podcast host so you have a full reference document, plus access to audio and video clips.
Embed the audio and video directly onto your website to demonstrate thought leadership and credibility.
Create a dedicated "As Featured In" or "Appeared On" section showcasing podcasts, PR mentions, and speaking engagements.
Write a companion blog post that tells the story of being invited and highlights the key takeaways.
Use the "edit down" approach to create short extracts — clips for LinkedIn, YouTube Shorts, Instagram Reels, and Facebook posts.
Use the "edit up" approach to expand on points you didn't have time to cover fully — write a deeper article, add steps, build a checklist, design an infographic.
Pull out memorable quotes to create LinkedIn carousels and graphic posts.
❓ What's the Real Difference Between Experience and Expertise on My Website?❓ How Do I Demonstrate Expertise on My Website?❓ What New Tools Can Help Me Create Better Content Faster?❓ What Quick Website Tweaks Should I Make This Week?🎯 Key Takeaways (with timestamps)🔎 About the Hosts
#136 Your 2026 Google CV, How to Boost Your Online Reputation, EEAT & Visibility
Épisode 136
jeudi 23 avril 2026 • Durée 29:29
In this SEO and AI Overviews focused episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni pick up where they left off in Episode 54: answering a practical question about your 2026 Google CV.
And they walk through the first letter of Google's E-E-A-T framework: Experience, using the brilliant Ahrefs guide by Mateusz Makosiewicz and Joshua Hardwick as the foundation.
Two practical website tools are shared: one for cleaning up images with AI, the other for auditing your backlink profile, alongside two powerful calls to action around accessibility and responsible AI. If you are serious about building a website that works harder for you in the age of AI search, this episode delivers the blueprint.
❓ I've Googled Myself and Captured My Results. What Do I Do With My 2026 Google CV?
Start with a sense check: does what you see feel right? Is there anything missing, outdated, or that simply should not be there?
Look beyond your website and identify how many different sources mention your name or business. Having 10+ varied sources is far more powerful than just your website and LinkedIn profile.
Switch to Google's AI Mode on a laptop or desktop and pay close attention to the right-hand panel as it shows you exactly which sources are being used to describe you to potential clients.
Score your Google CV against three scenarios: OK (information about you, from you only), Good (lots of information from you), or Excellent (information about you from you AND from others).
The 'from others' category is critical. Remember: reviews, recommendations, case studies, press mentions, third-party features, and backlinks all contribute to a richer, more trusted online presence.
Treat this as your baseline and revisit and repeat every three to four months to track your progress. Use a tool like NotebookLM to help you analyse and compare results over time.
This exercise is not just about search rankings, it is about understanding what a decision-maker sees when they are deciding whether to trust you with their business.
❓ What Is E-E-A-T and Why Does It Matter for My Website and AI Visibility?
Based on the Ahrefs guide by Mateusz Makosiewicz and Joshua Hardwick, Jonny and Pascal break down Google's E-E-A-T framework:
❓ How Do I Demonstrate Experience on My Website to Satisfy Google and AI Search?❓ What Tools Can Help Me Improve My Website Images and Backlink Profile?❓ What Are the Two Most Important Website Changes I Should Make Right Now?🎯 Key Takeaways (with timestamps)
#135 AI & SEO in 2026: Are You Sharing Too Much? Google's New Rules Explained
Épisode 135
vendredi 10 avril 2026 • Durée 32:37
In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle two of the most talked-about topics coming out of their recent Web Proud in-person masterclass in Leeds:
> Should you be worried about sharing your website tactics with AI tools?
> And how has Google's AI Mode permanently changed the rules of SEO?
Drawing directly on Neil Patel's data-driven YouTube breakdown of five new SEO rules, Jonny and Pascal layer on their own decade of experience to bring you sharp, practical guidance.
The episode also introduces a tool for Shopify and subscription businesses, and brings back a powerful (and often forgotten) SEO benchmarking tool. And closes with two immediately actionable calls to action: one for your email deliverability, and one for understanding your search presence right now.
❓ Should I Worry About Sharing My Website Tactics with AI Tools?
This question was raised multiple times at Jonny and Pascal's Notebook LM for Website Masterclass in Leeds, and here's what they had to say:
The instinct to protect everything is understandable, but the default level of concern is often set too high.
Ask yourself honestly: what is the realistic likelihood of a competitor actively searching an LLM for your specific tactics?
The real risk is not exposure, it's hesitation over action. Over-worry leads to under-using tools that could genuinely improve your website.
Practical steps to protect yourself where it matters:Review your privacy settings on every AI platform you use.
If you're on a free plan, be aware that your data may be used for training — consider upgrading to a paid plan to reduce that risk.
For sensitive or tactical work, use private cloud environments such as Microsoft 365 Copilot or Notebook LM, which offer more ring-fenced data environments.
Never share client data, financial data, or genuinely confidential intellectual property.
The biggest real risk, according to Pascal: using AI without a well-crafted briefing, leading to superficial, generic recommendations rather than truly useful insights.
🎯 Key Takeaways for Website Managers and Business (with timestamps)
#134 How to Create Powerful Case Studies Without Client Photos (Plus AI, UI Design & Lead Magnets)
Épisode 134
vendredi 30 janvier 2026 • Durée 31:19
In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a challenge facing many marketing professionals: How do you create compelling case studies when you can't use client photos, logos, or even company names?
The discussion reveals creative solutions for visual storytelling, introduces the concept of "case stories," and shares innovative approaches to building credibility without traditional brand assets.
The episode also explores how to integrate AI tools into your marketing workflow, why long-form content still matters in the age of AI overviews, and practical strategies for growing your email list. Jonny and Pascal share actionable tips on using data visualisation, illustrative imagery, and process-driven narratives to create case studies that build trust and demonstrate expertise.
If you're responsible for content marketing, lead generation, or building credibility for your brand online , this episode delivers immediately actionable insights.
❓ How Can I Create Powerful Case Studies Without Using Client Photos or Logos?
The Challenge:
Cannot use client photographs or premises
Unable to display client logos or branding
Restricted from mentioning client names or company details
Need to maintain credibility and build trust despite these limitations
The Opportunity:
Forces Deeper Storytelling: Without relying on logo recognition, you must work harder to demonstrate real value and impact
More Generous Sharing: Removes the crutch of brand names and pushes you to share meaningful details about process, methodology, and results
Data-Driven Credibility: Shifts focus to measurable outcomes and demonstrable expertise
Visual Solutions to Replace Traditional Photography:
❓ How Should I Integrate AI Into My Marketing Workflow?
#133 Should You Learn Website Design? UK Online Trends, AI Search & Smarter Website Tools
Épisode 133
jeudi 18 décembre 2025 • Durée 31:23
In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni explore a question many business owners are asking:
Should I invest time learning website design, or focus my energy elsewhere?
The conversation reveals the real value of professional development for website managers, revealing why strategic understanding matters more than technical execution.
The episode also examines Ofcom's groundbreaking 2025 Online Nations Report, which highlights seismic shifts in how UK audiences discover and consume online content.
With AI overviews now reducing click-through rates by almost 50%, and Google Maps emerging as the "High Street of the digital world," the implications for website strategy are profound. Jonny and Pascal break down exactly what these trends mean for your content, visibility, and 2026 marketing plan.
Finally, the hosts share two powerful productivity tools for website managers, plus actionable website adjustments you can implement this week to improve user experience and data capture.
If you manage a website, create content, or lead digital marketing for your organisation, this episode provides the clarity and direction you need heading into 2026.
❓ Should I Learn Website Design to Better Manage My Website?
Training is valuable, but clarity on what to learn and why is essential.
Design skills vs management skills are different: Understanding design helps you brief and challenge suppliers, but doesn't mean you should design yourself.
Strategic knowledge beats tool proficiency: Focus on learning messaging, structure, accessibility, user intent, and customer journey mapping over specific design software.
Time is your most valuable asset: Consider whether your time is better spent designing or delivering your core business expertise.
Create a learning plan for 2026: Map out skills development over 3-6-12 months aligned with your business strategy, rather than reacting to immediate challenges.
❓ What Does Ofcom's 2025 Report Tell Us About Online Behaviour?❓ What Tools Can Improve Website Management Efficiency? ❓ What Quick Website Changes Should I Make Right Now?
#132 One-Page Websites, AI Search Updates & Agentic SEO
Épisode 132
vendredi 5 décembre 2025 • Durée 31:50
In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni explore the rising trend of one-page websites, dissect the latest Google Search Console updates from John Mueller, and reveal why optimising for AI agents is the next big wave in SEO.
The discussion covers when one-page websites work (and when they don't), how AI Mode is transforming search behaviour, the upcoming HTTPS enforcement in Chrome, and what "agentic AI" means for your website's future.
Plus, Jonny and Pascal share two powerful content creation tools and practical website adjustments you can implement today to stay ahead in 2026 and beyond.
If you manage a website, create content, or are responsible for your business's online presence, this episode is for you and packed full with actionable advice.
❓ Should I Use a One-Page Website for My Business?
The Short Answer: One-page websites have their place, but they're not suitable for most established businesses.
When One-Page Websites Work Well:
Specific landing pages for pay-per-click campaigns with clear user intent
Squeeze pages designed to convert traffic from paid ads
Testing new offerings or validating ideas for startups
Event promotions or single-purpose campaigns
Personal brand sites showcasing multiple facets of an individual's work
The Limitations:
Lack depth needed to build trust and credibility
Limited SEO potential compared to multi-page sites
Don't provide space for storytelling and brand development
Risk becoming a "set it and forget it" solution that never gets updated
Insufficient for AI search summaries that require explicit, comprehensive content
The Bottom Line: One-page websites can deliver great ROI improvements for specific campaigns, but shouldn't be your primary business website. They work best as focused landing pages alongside a robust multi-page site.
📰 What Are the Key Google Search Console Updates for Q4 2025?Search Console EnhancementsGoogle Search & AI ChangesSecurity & Technical Updates🤖 BONUS: What Is Agentic AI and Why Should I Care?🛠️ What Tools Can Supercharge My Website Content Creation?WriteSonic (Jonny's Pick)NotebookLM (Pascal's Pick)🎯 What One Change Should I Make to My Website Right Now?Jonny's Call to Action: Refine Your Meta DescriptionsPascal's Call to Action: Create a 2025 Highlights Magazine🔑 Key Takeaways from Episode 51
❓ Why Is Trustworthiness the Most Important (and Hardest) Part of E-E-A-T?
Trust is the final letter in Google's E-E-A-T framework: Experience, Expertise, Authoritativeness and Trustworthiness.
Ahrefs' guide labels Trustworthiness "the foundational pillar" and, in Google's own guidelines, it is the most heavily weighted of the four.
Ironically, it is the least interesting to build: there is far less storytelling and content opportunity in trust than in experience, expertise or authority.
Google defines Trustworthiness around the accuracy, honesty, safety and reliability of a website and its content.
Pascal raises a challenge to Google's own framing, suggesting trust may really be a byproduct of experience, expertise, authority and honesty combined, rather than a separate category on its own.
Trust is baked into human decision-making long before someone reads your content: price, quality and "can this actually do what it says" all sit downstream of whether the buyer trusts the source.
❓ What Quick Wins Build Website Trust Right Now?
Website security
Run the whole site on HTTPS, keep GDPR and privacy policies current, and make checkout and payment pages visibly secure.
Transparency
Publish a genuine About Us page, clear contact details, and state plainly when a page was last updated.
Accuracy
Back up any claim you make with evidence. Don't oversell products or services beyond what you can substantiate.
Honesty
Only display badges, accreditations or awards you have genuinely earned, don't collect them for decoration.
Use progress bars on longer forms so people know what to expect before they commit to filling them in.
Google explicitly warns against content built primarily to attract search traffic, mass automated content across unrelated topics, content that merely summarises other sources, and artificially refreshed publish dates.
Catch up on the full E-E-A-T mini-series across all four episodes for the complete picture on building visibility, authority and trust with Google and AI engines:
What Tools Can Help Me Build Trust and Visibility? (The Website Engine Room)
Google Business Profile (Pascal's pick)
Not a new tool, but Google is investing heavily in positioning Google Maps as the next internet browser, with AI mode built in.
Be inventive with your listing rather than limited by the standard fields: add regular short-form updates and keep building genuine reviews.
Tavus.io (Jonny's pick)
Human-like AI that can see, hear and respond to emotion in real time, ideal for pre-sales conversations and qualifying inbound leads.
Free to try: ask it what you're wearing to see how it reads visual and emotional cues.
What Quick Website Tweaks Will Improve Trust and Engagement? (The Website Call to Action)
Jonny's call to action
Add an "Ask AI about [Brand]" line to the footer of your website with icons linking to ChatGPT, Perplexity and Gemini, each pre-loaded with a specific prompt about your product or service.
Pascal's call to action
Map out every place praise and testimonials currently land, email, LinkedIn, Facebook, face to face, and build a simple system to gather and publish them regularly.
Stop relying on a single "What Our Clients Say" page. Pepper genuine testimonials and reviews throughout the site instead.
Catch up on the full E-E-A-T mini-series across all four episodes for the complete picture on building visibility, authority and trust with Google and AI engines.
00:19 – Welcome to episode 58 and catching up after conference season
02:36 – You Ask We Answer: what really counts as long-form content
04:19 – Finding the motivation and inspiration to write long-form content
09:53 – Short-form vs long-form and how to repurpose between the two
11:00 – Where to find long-form inspiration: news roundups and client deep-dives
13:49 – Website Stories: revisiting the Ahrefs E-E-A-T guide
15:02 – Why Trustworthiness is the most important yet least glamorous E-E-A-T pillar
17:35 – The trust checklist: website security, transparency, accuracy and honesty
23:50 – Website Engine Room: Tavus.io's human-like AI
26:39 – Website Engine Room: why Google Business Profile deserves another look
29:40 – Website Call To Action: adding an "Ask AI about us" prompt
32:01 – Website Call To Action: building a system to capture and publish testimonials
34:19 – Wrapping up the Trust mini-series and final thoughts
SEO Keywords & Tags:
Primary keywords:
E-E-A-T trustworthiness, Google trust signals, website trust checklist, website security HTTPS, long-form content strategy, Google Business Profile optimisation, AI visibility optimisation, customer testimonials strategy
Secondary keywords:
GDPR privacy policy compliance, honest content claims, AI overviews citations, content repurposing short to long form, news roundup content ideas, deep-dive blog content, Google Maps AI mode, human-like AI sales tool, pre-sales AI automation, online reviews and reputation, ask AI about my brand, AI search engine prompts, website authority building, digital trust signals, EEAT mini-series
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Jonny Ross is a fractional CMO working with founders, CEOs and MDs of scaling businesses: https://jonnyross.com
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Caption: The visible text displayed beneath the image on the page. Medium-to-high SEO value and high GEO value, as it gives AI systems explicit context that connects your image to the surrounding content.
Description: A longer explanation of the image. Adds keyword-rich semantic context and is particularly valuable for AI discovery and summarisation.
Jonny's SEO priority order: File name → Alt Text → Caption → Description → Title.
Pascal's discipline tips:
Treat the website itself as where the real work happens, not the Word document. Think of your content ingredients (words, images, files) as preparation, and the CMS as the moment everything comes alive.
Start with your image, not your text. Approach it like a film poster: the image should sell the article before a single word is read.
Key takeaway: If there's a field to fill in, fill it in. This principle applies everywhere — WordPress, LinkedIn profiles, Google Business listings — and it is more important than ever in an era of AI search and GEO.
This episode continues Jonny and Pascal's deep-dive series into Google's E-E-A-T guidelines. Having covered Experience and Expertise in previous episodes, the focus here is on the third letter: A for Authority.
The definition, drawn from the Ahrefs guide by Mateusz Makosiewicz and Joshua Hardwick, is clear:
"Authoritativeness means being recognised by others as a trusted go-to source in your field or industry."
The crucial word is others. Unlike Experience and Expertise — which you can demonstrate by publishing great content yourself — Authority requires external validation. It has to be built off your own website. You cannot claim it; others must confer it.
Pursue features in gift guides and curated roundups
Build third-party reviews
Seek press coverage
Partner with complementary brands
Speak at events AND document it digitally
Be a regular columnist or podcast guest
Apply for awards and accreditations
Encourage clients to speak publicly on your behalf
Embrace local and regional press
Ring-fence your website with external validation
Pascal's memorable summary of the E-E-A-T journey so far:
Experience → "Have you done this before? I don't want to be a guinea pig."
Expertise → "How deeply knowledgeable are you, really?"
Authority → "Do others recognise that your claims are valid and credible?"
In this week's tool segment, both Jonny and Pascal independently arrived at the same theme — the power of voice and AI transcription for content creation.
Jonny's Pick: Granola AI (granola.ai) An AI-powered meeting notetaker that listens to your meetings and automatically formats the transcript into structured, readable notes.
Pascal's Pick: Your Native Mobile Phone Audio Recorder Before downloading a new app, check what you already have. All modern smartphones now include a native audio recorder with a built-in AI transcription and summarisation feature, free of charge and requiring no third-party app.
Use case ideas:
Capture a client conversation and turn it into an anonymised case study or discussion article.
Record a series of event takeaways across the year and compile them into a rich annual roundup with links to the authorities referenced.
Voice note article and social media ideas on the go, then transcribe and expand with AI assistance.
You have three to five seconds to communicate your value to a new visitor. Your homepage headline must answer three questions instantly:
What do you do?
Who do you help?
Why should they choose you?
The foundation of a great headline is a clear value statement — a concise, brand-appropriate expression of the transformation or outcome you deliver, written in your customer's language. Jonny has been helping delegates develop these through his Sell Without Being Salesy workshops in Yorkshire, and the results are transformative. Review yours today. Get real human feedback on it — not just AI, which may simply agree you've done a good job.
Open your website traffic reports and identify your top-performing blog posts and long-form resources. Then, with the help of a good AI search engine, enrich each one by:
Adding current statistics and recent data to support your key points.
Linking out to authoritative external sources — reports, books, academic papers, reputable publications. (Outbound links to credible sources are a positive E-E-A-T signal.)
Adding an "Updated [Month Year]" callout box to show the content is current and your thinking has evolved.
Using this as a reason to reshare the content across your channels.
This approach breathes new life into existing content, signals freshness to Google, improves your E-E-A-T signals, and gives your audience genuinely more valuable resources — all without creating anything from scratch.
00:19 – Welcome and episode introduction
01:55 – You Ask, We Answer: WordPress image fields — what are they and why do they matter?
03:20 – Why good image SEO is more important than ever in the age of AI visibility
05:42 – Pascal's mindset shift: the CMS is where the real work happens
09:08 – Jonny's SEO priority order: alt text, caption, description, and title
09:53 – Website Stories: introducing A for Authority in Google's E-E-A-T framework
11:39 – Authority through PR, press coverage, reviews, and brand collaborations
14:51 – Pascal's ring-fence model: surrounding your website with external validation
16:53 – Badges, battle scars, and membership organisations as authority signals
18:39 – Website Engine Room: Granola AI and your mobile phone's native transcription tool
22:38 – Website Call to Action: sharpen your homepage headline and enrich your best articles
26:19 – Final reflections and episode wrap-up
SEO Keywords & Tags:
Primary Keywords: E-E-A-T authority SEO, Google authority signals, building website authority, WordPress image SEO, alt text best...
Pace yourself — set weekly repurposing goals rather than trying to do it all in one go.
One 45-minute interview can comfortably deliver 90 days (or more) of high-value content.
As part of the EEAT mini-series, Pascal explains the distinction with a brilliant analogy:
Experience = "I've been driving a car for 30 years" (longevity).
Expertise = "I'm a trained F1 driver who has won five championships" (credentials, depth, proven results).
Visitors silently ask: Does this person have the skills, knowledge, and credentials — or have they just been doing it a while?
Expertise is demonstrated through credentials, formal education, and a proven track record.
Jonny and Pascal share practical, explicit steps you can take today:
Expand your About Us biographies far beyond a couple of lines.
Make qualifications, certifications, and trade body memberships visible, and don't let modesty hide them.
Link out to authoritative sources, original research, and the membership pages of organisations you belong to (citations matter for SEO and GEO).
Build genuine, deep FAQ pages and not superficial ones.
Document and republish your speaking engagements and public appearances.
On product and service pages, be explicit about testing, regulations passed, founder involvement, and real customer scenarios.
Write expert buying guides that show genuine depth of knowledge.
Cite experts and methodologies you respect within your articles.
Organise your content into topical clusters to signal authority around specific subjects (for AI visibility).
Remember: your ordinary is someone else's extraordinary. Don't let modesty get in the way of explicit, helpful communication.
Etsy Canva Templates (Jonny's pick):
Browse Etsy for affordable, downloadable Canva template packs.
Search "social media templates" or industry-specific options.
Templates come in cohesive families/packs which is perfect for brand consistency.
Costs only a few pounds or dollars, and uploads directly into Canva.
Solves the overwhelm of Canva's vast template library by giving you a curated set.
ClipChamp by Microsoft (Pascal's pick):
Microsoft's recently re-launched video editing software.
Designed for simplicity, so perfect for quick repurposing without bells and whistles.
Ideal if you're already in the Microsoft ecosystem.
Strong contender for businesses needing to add more video content to their site without becoming a full production studio.
Jonny's Call to Action — Optimise a Key Landing Page:
Pick one high-traffic landing page (especially one tied to ad spend or email campaigns).
Step back and assess: Is the messaging clear? Does it look great on mobile?
Review headlines, layout, calls to action, and the offer itself.
Speak in your audience's language — align with your ICP and personas.
Small tweaks can dramatically increase conversion rates, phone calls, and form fills.
Pascal's Call to Action — Embrace Long-Form Storytelling:
Revisit your About Us page and biographies and go deep with long-form content.
Use an AI assistant to interview you about your professional journey across multiple sessions.
Create both a "TL;DR" short-form intro and a full long-form story.
Add photos, videos, and supporting media to bring it to life.
Long-form content gives AI overviews more snippets to surface you in the best possible light — a critical move for AI visibility in 2026.
00:19 – Welcome to Episode 56 with Jonny Ross and Pascal Fintoni
01:31 – You Ask, We Answer: How do I repurpose a podcast guest appearance?
02:13 – Jonny's repurposing workflow: transcripts, embeds and "As Featured In" sections
03:58 – Pascal explains the "edit down" vs "edit up" content techniques 0
06:48 – Website Stories: Part 2 of the EEAT mini-series — Expertise
08:30 – The F1 driver analogy: experience vs expertise explained
10:57 – Being explicit, not implicit, on your service and product pages
14:46 – Citations, authoritative sources and topical clusters for AI visibility
16:27 – Website Engine Room: Etsy Canva templates and ClipChamp by Microsoft
20:47 – Jonny's Call to Action: optimise a high-traffic landing page
23:53 – Pascal's Call to Action: long-form storytelling for your About Us page
SEO Keywords & Tags:
repurposing podcast content, EEAT framework, Google expertise signals, About Us page optimisation, AI visibility, ClipChamp video editing, Canva templates Etsy, landing page optimisation, long-form storytelling, AI overviews SEO
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E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — it comes from Google's Search Quality Rater Guidelines, a handbook used by human reviewers to evaluate search result quality.
It is not a direct ranking score or a penalty system, it is a trust architecture that helps Google understand which content and creators genuinely deserve to be surfaced.
The doctor analogy sums it up: you want someone who has lived through a health concern (Experience), has medical training (Expertise), is recognised by other doctors (Authoritativeness), and runs a legitimate practice (Trustworthiness).
AI Overviews and AI Mode are increasingly pulling from off-site authority signals — branded web mentions, backlinks, and branded search volume. Well-known and trusted brands are more likely to appear in AI-driven results.
This episode focuses on the first E: Experience. Expertise, Authority, and Trust will be explored in future episodes.
Experience comes down to one core question: has this person actually done the thing they are writing about? Here is how to make it visible:
Use your own photography and video, even imperfect, behind-the-scenes content proves you are genuinely doing the work, not just describing it.
Write behind-the-scenes content that shows the process, not just the polished end result. Share the difficulties and the lessons learned.
Feature genuine customer reviews, testimonials, and detailed case studies with real, measurable outcomes throughout your website, and not just on a single testimonials page.
Use first-person language deliberately in your content. Stop hiding behind the royal 'we' as people trust individuals.
Make your experience explicit and avoid under-communication. If you have 40 years of experience, say so clearly in the content and do not assume people will find it in your footer or About page.
Add author information boxes to articles and blog posts so readers and Google can clearly attribute content to a real, credible individual.
Reference industry speaking engagements, certifications, awards, and professional development.
For B2C Independent Retailers (Jonny's perspective):
Show the product journey, not just the product . For example explain your testing, selection process, and what you rejected and why.
Write product descriptions in the first person to communicate genuine, hands-on knowledge.
Turn customer reviews into content and create a 'Real Customers, Real Stories' section and feature before-and-after photos customers send in.
Create a 'How We Choose What We Stock' page. This signals to Google and to buyers that a real, knowledgeable human is behind every product listed.
For B2B Professional Services (Pascal's perspective):
Publish real case studies with real numbers and not vague testimonials, but actual outcomes and data.
Write content that references the messy middle, as we say, in other words the real client problems, unexpected challenges, and lessons learned along the way.
Feature the people doing the work, not just the brand, Google and clients are trusting individuals, not logos.
Document client work in progress with permission including video walkthroughs and process explainers create undeniable proof of hands-on involvement.
A fast, AI-powered tool that lets you upload an image, mouse over any object, person, or defect you want removed, and reconstruct it cleanly in a single click.
Ideal for website managers and content creators who need quick image fixes without switching to complex editing software.
Perfect for product photography, event images, and any visual content where distractions or imperfections need removing.
Use this free tool to run a baseline audit of who is currently supporting your search ranking and brand mentions through backlinks.
Discover which websites feature you, identify broken or outdated links, and spot opportunities to build new linking relationships.
Analyse competitor backlink profiles to uncover potential new linking partners and publication opportunities.
Remember: you do not ask for a link, instead you present an offer of your time and content so that you earn a feature within that platform.
With AI Overviews changing the traffic landscape, backlink quality is becoming more important than ever for establishing off-site authority signals.
Visit: https://ahrefs.com/backlink-checker
Jonny's Call to Action — Add an Accessibility Toolbar:
An inaccessible website means you are actively excluding a significant proportion of potential customers and sending negative signals to Google at the same time.
Most CMS platforms including WordPress, Squarespace, and Shopify offer plugins or add-ons that can dramatically improve your accessibility score with a single installation.
Adding an accessibility toolbar with features like font resizing and contrast toggles is one of the fastest, highest-impact improvements you can make right now.
Pascal's Call to Action — Add an AI Ethics Article and an AI Pledge to Your Website:
A significant AI backlash is building so do not wait for the media to define your relationship with AI. Take the initiative and show your hand first.
Write an article in your own words explaining your responsible and ethical approach to using AI in your business (this also directly supports your E-E-A-T Experience signals).
Add a dedicated AI Pledge to your website footer, alongside your Privacy Policy and Terms and Conditions — treat it as a fundamental part of your brand's trust architecture.
If you need a starting point, explore the Human-First Responsible AI Pledge framework: https://humanfirstresponsibleaipledge.org/
01:33 – Introducing the 2026 Google CV: the concept explained
03:09 – Listener question: "I've Googled myself,what do I do now?"
05:33 – The three Google CV scenarios: OK, Good, and Excellent
07:41 – How to use Google AI Mode to audit your online reputation
09:38 – Website Stories: introducing the Ahrefs E-E-A-T guide
12:28 – Deep dive: focusing on the first E: Experience
15:48 – Practical ways to demonstrate Experience on your website
The golden rule: Be cautious about the things that genuinely need caution and stop worrying about the things that don't.
❓ How Has Google's AI Mode Changed SEO Forever? Neil Patel's 5 New Rules
Jonny and Pascal review and reflect on Neil Patel's landmark nine-minute YouTube video: Google's AI Mode Changed SEO Forever. Here Are the 5 New Rules. https://www.youtube.com/watch?v=3q3WBkSoANA
1. From the Traffic Economy to the Citation Economy
The central shift: stop measuring success purely in traffic, and start building for citations.
As AI Overviews become the norm, the key question is: Are you credible and trustworthy enough for the AI to select you over your competitor?
What are you doing, this week, this month, this year, to build your authority through citations and guest contributions on other platforms?
2. The Complexity Moat
Data shows that short search queries trigger AI Overviews with sources only around 23% of the time.
Queries of six or more words trigger source citations 77% of the time.
The opportunity: build a strategic "moat" or defence by creating content that answers specific, nuanced, complex questions, not just chasing short keywords.
Jonny's take: think in keyword clusters. Become the genuine expert in a topic by going deep, not just broad.
3. The Zero-Click Reality
Clicks and traffic figures are no longer sufficient measures of SEO success.
Google is evolving into the answer destination, users may get what they need without ever visiting your site.
The shift in mindset: from chasing clicks to building trust, citations, and brand presence within AI-generated answers.
4. The Authority Tax
Traditional SEO is now the baseline, it's the price of entry, not a competitive advantage.
If you've been consistently building authority for the past 3, 5, or 10 years, you are already ahead.
Neil Patel's four actions to build authority now, endorsed by Jonny and Pascal:
Post on the platforms where your audience actually lives, not just your website.
Get mentioned in publications that AI systems already trust and cite.
Build and implement Schema Markup so AI can properly scrape and understand your content.
Create content that demonstrates depth, not just coverage of a topic.
5. The Search Everywhere Shift
Search is no longer just Google, it spans social networks, forums, app stores, Spotify, Claude, eBay, Vinted, and beyond.
The new mindset: it's not about "Googling", it's about searching, and understanding every place your customers might look.
Ask yourself: do you truly know where your audience searches for answers?
As Jonny and Pascal have been saying for years: it all comes back toE-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
Tip: paste your own content into your favourite AI tool and ask it to evaluate and improve your E-E-A-T (you'll understand the concept immediately).
A powerful Shopify add-on for businesses with subscription-based products.
Creates unique, intelligent subscriber journeys designed to keep customers engaged.
Particularly clever at retention: when a subscriber tries to cancel, Loopwork steps in with smart prompts, offers, and alternatives — dramatically reducing churn.
Whether you already have subscriptions running or want to turn existing products into recurring revenue, Loopwork is worth exploring.
A free, trusted SEO benchmarking tool that gives your website a domain authority score out of 100.
Use it to understand your current search authority, your top-performing pages and keywords, and how you compare to competitors.
Context: the average website typically scores around 20–25 out of 100. The BBC scores around 95. Don't be disheartened by a low score — it's easier to climb from 10 to 20 than from 30 to 40.
Pascal's recommendation: check your score today, get on with the work, then revisit in three months to track your progress — especially as click and traffic data becomes harder to rely on.
✅ The Website Call to Action: Two Things to Do This Week
Jonny's Call to Action: Boost Your Email Deliverability
With inboxes flooded and spam filters increasingly aggressive, getting your newsletter into the primary inbox is harder than ever. Here's a simple but powerful fix: ask your subscribers to reply to your email.
A reply sends a strong signal to email providers that your audience is genuinely engaged and this directly improves your deliverability, open rates, and click-throughs.
Try this exact message in your next newsletter:
"To make sure our newsletters reach you without any issues, reply 'AI' to this email so we know you're human 🦾, and be sure to move this email to your Primary inbox."
Think about what quirky, on-brand reply prompt would resonate with your audience — and make it work for you.
Pascal's Call to Action: Build Your Search CV
Google yourself, right now, and search in three ways:
Your name as an individual
Your name plus your job title or occupation
Your business name
On each results page, save the full page as a PDF (click the three dots, top right in Google Chrome). Do this across All results, Images, News, and any other relevant tabs.
Then study what has been selected by Google, and ask yourself why each result is showing up.
You don't need to be an SEO expert to draw conclusions. Logic will guide you.
Understanding your current search presence is the foundation for everything else.
Repeat this exercise every quarter and track the evolution of your visibility over time.
For a deeper view, also try this in ChatGPT, Perplexity, and Claude to see how AI platforms represent you.
Here are the selected timestamps, drawn directly from the transcript and written in UK English:
00:54 – How the Leeds Web Proud masterclass inspired this episode
03:14 – You Ask, We Answer: Should I worry about sharing my website tactics with AI?
07:12 – Three practical rules for sharing safely with AI tools
08:54 – Website Stories: Neil Patel's five new rules of SEO in the age of AI
11:08 – Rule 1: Moving from the traffic economy to the citation economy
12:18 – Rule 2: Building a complexity moat with long-form, nuanced content
13:27 –...
1. Data Visualisation & Charts
2. Process Illustrations & Roadmaps
3. Professional Photography Alternatives
4. The Case Story Framework
Pascal introduces the concept of "case stories" as a more engaging approach to case studies:
Key Elements:
What do you want readers to remember? Focus on the core lesson or takeaway
Visual echo of key messages: Images should reinforce your unique process or demonstrated impact
Creative formats: Consider blog-style layouts, video overviews, or audio summaries
Story types: Either retell recent client success OR showcase hypothetical scenarios for startups/new offerings
The Three-Part Structure:
The Problem - What challenge did the client face?
The Solution - What was your unique approach, methodology, or thinking?
The Impact - Continuously ask "So what?" until you reach quantifiable results
Top Tip When Handling Client Names:
When you cannot use client names:
Use descriptive anonymization: "Leading UK Manufacturing Firm," "Award-Winning SaaS Provider"
Add specific industry context: "25-year-old family business in automotive sector"
Include company size/scope: "International organization with 500+ employees"
Reference recognisable attributes without naming: "Provider serving 10,000+ customers across Europe"
The Trust-Building Paradox: Restrictions on using logos and names can actually strengthen trust by:
Demonstrating respect for client confidentiality
Focusing attention on your expertise rather than borrowed credibility
Providing detailed, education-focused content
Showing data-led decision making
In the Website Stories segment, Jonny and Pascal reflect on their experience hosting and presenting at the Digital Knowledge Exchange conference in Leeds, focusing on AI integration in digital marketing.
Their reflections reveal valuable insights about where businesses currently stand with AI adoption and what that means for the future of marketing.
The Three Categories of AI Adoption:
Jonny observed that businesses fall into three distinct camps:
Pockets of Success - Companies embracing AI to power strategies, brainstorming, structure, and thinking
Hesitant Experimenters - Businesses that haven't started or are just playing with AI superficially
Active Resistors - Organisations convinced AI is a fad that won't help or take over
Historical Context Matters:
Pascal drew parallels to past technology adoption cycles, reminding attendees that resistance to AI echoes reactions to:
Social media (early 2000s)
SEO (late 1990s/early 2000s)
Websites themselves (mid-1990s)
Key Presentations Delivered:
Pascal's Sessions:
"Me, Myself and AI" opening keynote - Validating all perspectives whilst encouraging forward thinking (only three years since ChatGPT launched)
"2026 Website Health Check" - Live demonstration using Notebook LM to audit a real Northumberland dressmaker's website, focusing on first impressions, trust elements, and calls to action (borrowed from Web Proud methodology)
"Content Marketing in the Age of AI Overviews" - Showcasing workflow strategies using multiple AI tools (ChatGPT, Claude, Perplexity, Notebook LM) rather than relying on a single platform
Jonny's Workshops:
Visibility Strategies - Practical approaches to raise visibility in 90 days through PR, direct marketing, guest marketing, intro requests, and referrals
AI in SEO - How to be seen in the new landscape where Google's ten blue links are disappearing; strategies for visibility in Perplexity, Gemini, and ChatGPT
The Web Proud Movement:
This was the first time Jonny and Pascal positioned Web Proud front and centre as a movement during a major presentation. The methodology and principles from their book resonated strongly with attendees who felt their websites "could do a bit better" but didn't know where to start.
Critical Takeaway:
Don't put all your eggs in one AI basket. Build a workflow team approach using multiple AI tools, understanding the strengths and blind spots of each platform.
Thanks & Recognition:
Both hosts expressed gratitude to the Digital Knowledge Exchange team for the behind-the-scenes event management work and to attendees who committed to the full-day programme.
The Notebook LM Advantage: Jonny and Pascal highlight Google's Notebook LM as a top favourite tool, describing it as a "best kept secret" for:
Content research and organization
Website project planning
Marketing strategy development
Note: Jonny and Pascal are...
Upskilling enables better collaboration: The more you understand what's achievable, the better you can brief designers, developers, and agencies.
Ask yourself: Will this training help me be a better strategist, or just a busier technician?
Based on Ofcom's 114-page Online Nations Report 2025, Jonny and Pascal highlight critical insights every website manager must understand:
Adults now spend 4.5 hours online daily, up 10 minutes from last year, reversing the previous plateau.
77% of online time happens on smartphones, mobile-first design is non-negotiable.
Top 3 apps: WhatsApp, Facebook, Google Maps, with Google Maps dubbed the "High Street of the digital world" reaching 78% of UK internet users monthly.
Reddit is surging, experiencing 28% audience growth for the second consecutive year, now reaching 60% of UK internet users.
Twitter is declining significantly, along with Quora. Pinterest, Messenger, and eBay show marginal declines.
The AI Overview Revolution:
Users are almost 50% less likely to click through to source websites when encountering AI overviews (26% end search sessions vs 16% for traditional search).
Trust in summaries is growing, people increasingly trust AI-generated summaries without verifying original sources.
Only 33% of adults believe the internet is good for society, down from 40% last year, highlighting growing skepticism.
Preparing for Agentic AI:
Autonomous AI agents (like Google's Gemini in Chrome) will increasingly compare products and plan purchases without direct user prompts.
Your Google Maps presence and website content will feed these AI comparisons, making accuracy and comprehensiveness critical.
Three Strategic Pillars for 2026:
Become the Answer: Publish authoritative, comprehensive content that AI systems will cite.
Go Deep, Not Wide: Focus on expertise in specific areas rather than superficial coverage of many topics.
Become Your Sector's Trusted Voice: Build authority through consistency, authenticity, and demonstrated expertise.
Agentic AI (or "action-taking AI") represents the next evolution of search, where AI agents can complete tasks on your website without users ever visiting it.
What This Means for Your Website:
Users can download PDFs, fill out forms, make bookings, or even complete purchases through AI interfaces
Your website needs to be optimised for AI agents, not just human visitors
This is happening NOW, not in some distant future
How to Optimise for Agentic AI:
Basic SEO Foundations:
Implement structured data correctly
Ensure clean, well-organised code
Label forms clearly and make them easy to understand
Use explicit, comprehensive content that AI can easily parse
Technical Considerations:
Adjust reCAPTCHA settings, i.e. Google's reCAPTCHA can be too harsh for AI agents
Use gentler spam filters that allow AI penetration while blocking spam bots
For e-commerce: Set up API endpoints (e.g. Shopify draft orders) for AI agents
Create AI instruction pages to guide automated interactions
The Future Is Here: This isn't about writing blogs faster with AI, it's about preparing your website for an internet where people take action by speaking or typing, without ever visiting your site directly.
Robust AI writing assistant for high-converting copy
Excels at research and in-depth article creation
Learns your brand's tone of voice
Integrates with popular content management systems via plugins
Best For:
Ad campaigns
Social media posts
Blog articles
Accelerating content creation workflows
Bonus Feature: Advanced AI analysis tools for understanding your visibility in AI search results, plug in your website to measure AI visibility metrics.
Both tools can be customised with specific briefs to focus content
Quality is production-ready and users report being able to post generated infographics immediately
Can be instructed to use your brand colours, fonts, and images automatically
All features are FREE
Why This Matters:
Meta descriptions still have significant value for SEO, AI overviews, and click-through rates
They're your opportunity to influence whether people click on your listing
Many sites still have default "Enter description here" text — a terrible first impressio
Easy to update across your site quickly
How to Do It Right:
Make descriptions compelling and keyword-rich
Avoid duplicating descriptions across multiple pages
Summarise the page content clearly and accurately
Use the exercise to check if your page content itself is clear
Aim to improve click-through rates from search results
Pro Tip: If you struggle to write a meta description, it may signal that the page content itself lacks clarity so perhaps fix the content first.
The Strategy:
Review all high-performing posts across your social media platforms (LinkedIn, Facebook, Instagram, Pinterest)
Group these posts into common themes
Create a branded digital magazine using those themes as chapters
Design using Canva, PowerPoint, or your preferred platform
Offer as a free download on a dedicated landing page
Why This Works:
Celebrates your year's best content
Repurposes high-performing material with proven engagement
Creates a valuable lead magnet for prospects
Demonstrates expertise and thought leadership
Can be promoted throughout Q4 and into 2026
Perfect Timing: End-of-year content performs exceptionally well as people reflect and plan for the new year.
One-page...
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