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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!

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.

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.

https://www.socialmediatoday.com/news/instagram-growth-continues-to-outpace-facebook-in-eu/829134/

• 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.

Jonny and Pascal agree: real, behind-the-scenes imagery consistently beats over-polished, AI-generated visuals.

Pascal's tip: start "scrapbooking", collecting visuals you admire, digitally or otherwise, as ongoing inspiration for your own website content.

• 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.

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!

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

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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👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their...

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.

• 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.

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:

Experience: https://podcast.jonnyross.com/episode/136-your-2026-google-cv-how-to-boost-your-online-reputation-eeat-visibility

Expertise: https://podcast.jonnyross.com/episode/137-repurposing-interviews-expertise-in-e-e-a-t-optimising-about-us-and-landing-page

Authority: https://podcast.jonnyross.com/episode/138-optimising-images-authority-in-e-e-a-t-ai-audio-transcription-and-homepages

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.

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

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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👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

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.

Score your own brand and AI visibility in a couple of minutes, free, no sell: https://jonnyross.com/magic-multiplier

Three things you will take away:

• 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
• Brand monitoring tools Sandra rates: https://www.brandwatch.com and https://brand24.com, plus asking ChatGPT to show its sources
• Full Circle, the Yorkshire brand reinventing how we talk about funerals: https://fullcirclefunerals.co.uk

Sandra Phillipson is the founder of Crozest, a brand and customer strategy consultancy. Connect with her on LinkedIn: https://www.linkedin.com/in/sandra-phillipson-12318712/ or at https://crozest.co.uk

Jonny Ross is a fractional CMO working with founders, CEOs and MDs of scaling businesses: https://jonnyross.com

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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.

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.
• 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:

1. 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.
2. 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:

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:

1. What do you do?
2. Who do you help?
3. 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

Primary Keywords: E-E-A-T authority SEO, Google authority signals, building website authority, WordPress image SEO, alt text best...

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.

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.
• 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

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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👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

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.

• 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.

Based on the Ahrefs guide by Mateusz Makosiewicz and Joshua Hardwick, Jonny and Pascal break down Google's E-E-A-T framework:

https://ahrefs.com/blog/eeat-seo/

• 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.

Cleanup.Pictures (Jonny's pick): https://cleanup.pictures

• 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.
• Visit: https://cleanup.pictures

Ahrefs Backlink Checker (Pascal's pick): https://ahrefs.com/backlink-checker

• 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

19:34 – Website Engine Room - Jonny's pick: Cleanup.Pictures - AI-powered image

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.

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.

The golden rule: Be cautious about the things that genuinely need caution and stop worrying about the things that don't.

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:

1. Post on the platforms where your audience actually lives, not just your website.
2. Get mentioned in publications that AI systems already trust and cite.
3. Build and implement Schema Markup so AI can properly scrape and understand your content.
4. 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 to E-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).

Jonny's Pick: Loopwork 🔗 https://www.loopwork.co/

• 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.

Pascal's Pick: MOZ Domain Authority Checker 🔗 https://moz.com/domain-analysis

• 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.

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:

1. Your name as an individual
2. Your name plus your job title or occupation
3. 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 –...

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.

The Challenge:

1. Cannot use client photographs or premises
2. Unable to display client logos or branding
3. Restricted from mentioning client names or company details
4. Need to maintain credibility and build trust despite these limitations

The Opportunity:

1. Forces Deeper Storytelling: Without relying on logo recognition, you must work harder to demonstrate real value and impact
2. More Generous Sharing: Removes the crutch of brand names and pushes you to share meaningful details about process, methodology, and results
3. Data-Driven Credibility: Shifts focus to measurable outcomes and demonstrable expertise

Visual Solutions to Replace Traditional Photography:

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:

1. What do you want readers to remember? Focus on the core lesson or takeaway
2. Visual echo of key messages: Images should reinforce your unique process or demonstrated impact
3. Creative formats: Consider blog-style layouts, video overviews, or audio summaries
4. Story types: Either retell recent client success OR showcase hypothetical scenarios for startups/new offerings

The Three-Part Structure:

1. The Problem - What challenge did the client face?
2. The Solution - What was your unique approach, methodology, or thinking?
3. The Impact - Continuously ask "So what?" until you reach quantifiable results

Top Tip When Handling Client Names:

When you cannot use client names:

1. Use descriptive anonymization: "Leading UK Manufacturing Firm," "Award-Winning SaaS Provider"
2. Add specific industry context: "25-year-old family business in automotive sector"
3. Include company size/scope: "International organization with 500+ employees"
4. 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:

1. Demonstrating respect for client confidentiality
2. Focusing attention on your expertise rather than borrowed credibility
3. Providing detailed, education-focused content
4. 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:

1. Pockets of Success - Companies embracing AI to power strategies, brainstorming, structure, and thinking
2. Hesitant Experimenters - Businesses that haven't started or are just playing with AI superficially
3. 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:

1. Social media (early 2000s)
2. SEO (late 1990s/early 2000s)
3. Websites themselves (mid-1990s)

Key Presentations Delivered:

Pascal's Sessions:

1. "Me, Myself and AI" opening keynote - Validating all perspectives whilst encouraging forward thinking (only three years since ChatGPT launched)
2. "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)
3. "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:

1. Visibility Strategies - Practical approaches to raise visibility in 90 days through PR, direct marketing, guest marketing, intro requests, and referrals
2. 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:

1. Content research and organization
2. Website project planning
3. Marketing strategy development

Note: Jonny and Pascal are...

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.

Training is valuable, but clarity on what to learn and why is essential.

1. Design skills vs management skills are different: Understanding design helps you brief and challenge suppliers, but doesn't mean you should design yourself.
2. Strategic knowledge beats tool proficiency: Focus on learning messaging, structure, accessibility, user intent, and customer journey mapping over specific design software.
3. Time is your most valuable asset: Consider whether your time is better spent designing or delivering your core business expertise.
4. 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.
5. 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:

https://www.ofcom.org.uk/media-use-and-attitudes/online-habits/from-apps-to-ai-search-how-the-uk-goes-online-in-2025

1. Adults now spend 4.5 hours online daily, up 10 minutes from last year, reversing the previous plateau.
2. 77% of online time happens on smartphones, mobile-first design is non-negotiable.
3. 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.
4. Reddit is surging, experiencing 28% audience growth for the second consecutive year, now reaching 60% of UK internet users.
5. Twitter is declining significantly, along with Quora. Pinterest, Messenger, and eBay show marginal declines.

1. 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).
2. Trust in summaries is growing, people increasingly trust AI-generated summaries without verifying original sources.
3. Only 33% of adults believe the internet is good for society, down from 40% last year, highlighting growing skepticism.

1. Autonomous AI agents (like Google's Gemini in Chrome) will increasingly compare products and plan purchases without direct user prompts.
2. Your Google Maps presence and website content will feed these AI comparisons, making accuracy and comprehensiveness critical.

1. Become the Answer: Publish authoritative, comprehensive content that AI systems will cite.
2. Go Deep, Not Wide: Focus on expertise in specific areas rather than superficial coverage of many topics.
3. Become Your Sector's Trusted Voice: Build authority through consistency, authenticity, and demonstrated expertise.

1. Research and turn data into action with flexible, iterable workflows.
2. Integrates with Google Tag Manager, CRMs, and form capture tools.
3. Captures website behaviour data and converts it into actionable insights.
4. Simplifies complex customer journey mapping.
5. Helps increase ROI by making data more understandable and actionable.
6. Perfect for modern, data-driven website management.

1. Ideal for marketers with extensive libraries of evergreen content.
2. Automates the resharing and repromoting of your best blog posts, videos, podcasts, and resources.
3. Features include content categories, auto-import, AI writing assistant, A/B testing, and analytics.
4. Chrome integration allows you to schedule content resharing while browsing your own website.
5. Combats "recency bias" by reminding audiences of valuable older content that remains relevant.

1. Pop-ups are valuable for capturing leads and growing your email list.
2. But they must be user-friendly: Ensure they're mobile-optimised, well-timed, and easy to close.
3. Don't frustrate visitors with difficult-to-close pop-ups or ones that appear too frequently.
4. Make the close button obvious, don't hide it by matching colours to the background.
5. Balance lead generation with user experience to avoid damaging trust and increasing bounce rates.

1. List all professional bodies, trade associations, and memberships you're renewing for 2026.
2. Identify key contacts within each organisation.

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.

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.

Based on John Mueller's latest Search Console news roundup, here are the critical updates:

• New Logo & Visual Refresh: Signals ongoing platform improvements
• Achievements Feature: Track milestones like gaining clicks from Google Search
• Query Groups: Similar search queries now cluster into themes for better strategic analysis
• Custom Annotations: Label events affecting site performance (campaigns, site changes) with shared visibility across team members
• AI Configuration: Natural language queries to analyze data without complex filters

• August Spam Update: Enhanced automated detection to reduce spammy search results
• AI Mode Expansion: Now supports longer queries (3x traditional length) in more languages and countries
• Agentic Features (Experimental): AI agents can perform actions directly through search (booking tables, filling forms, making purchases)
• Web Guide (Experimental): AI-organized search results structured like magazine layouts

• Chrome HTTPS Default (October 2026): Non-secure HTTP sites will require user permission to load
• Site Kit WordPress Enhancements: New reader revenue manager for newsletters, surveys, contributions
• JavaScript Paywall Documentation: Updated guidance for SEO-friendly paywalls
• No LLM Text File Required: Google confirms no special actions needed to appear in AI search results

Here is the link to the video from the Google Search Central team:

Search Console, AI, and HTTPs updates Search Console (Q4 ‘25)

https://youtu.be/o0AGWPU96TQ?si=IHlpoertUjUYXjYx

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.

Website: writesonic.com

What It Does:

• 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.

Website: notebooklm.google.com

What It Does:

• Google's AI-powered content creation and research platform
• Studio feature now includes 8 interactive tools (previously known for audio/video overviews)

New Content Creation Tools:

• Infographic Generator: Summarises key website information into stunning visual designs using your site's photos and branding
• Slide Deck Creator: Generates presentation slides summarizing your website's key messages

Why It's Revolutionary:

• 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:

1. Review all high-performing posts across your social media platforms (LinkedIn, Facebook, Instagram, Pinterest)
2. Group these posts into common themes
3. Create a branded digital magazine using those themes as chapters
4. Design using Canva, PowerPoint, or your preferred platform
5. 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.

1. One-page...

In this special 50th episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni celebrate a major milestone whilst tackling a critical issue facing business owners today: the risks and realities of AI-built websites.

By the Numbers: 50 Episodes of Value:

• 50 questions answered from the community.
• 50 pieces of content reviewed and analysed.
• 100 tools and apps recommended.
• 100 website call-to-action suggestions provided.

This episode also marks the one-year anniversary of their book "WebProud - The 5-Step Roadmap to Feeling Proud of your Website Again!"

https://www.amazon.co.uk/WebProud-5-step-roadmap-feeling-website/dp/1068691603

The discussion explores what happens when your website designer uses AI platforms without transparency, the essential questions you must ask before commissioning any website project, and how to avoid the costly mistakes that come from unclear briefs and assumptions.

Jonny and Pascal also share two powerful tools for creating visual content, and provide actionable website adjustments you can implement immediately.

The Hidden Risks of AI Website Builders:

Some website designers are now using AI platforms to create websites quickly, but without proper disclosure or planning.

Common problems include: inability to update content yourself, locked-in proprietary systems, and limited future functionality.

The fundamental issue isn't AI itself — it's lack of transparency and inadequate project briefing.

Essential Questions to Ask Before Commissioning a Website:

• What platform is it built on? Understanding the content management system (CMS) is crucial for long-term flexibility.
• Who actually owns the website? Clarify ownership rights in case you need to change agencies or freelancers.
• Can I update and modify content myself? Ensure you have editing access and the ability to make changes independently.
• What's the future-proofing plan? Ask about adding features later, such as e-commerce functionality or additional pages.
• Who is building it — humans or AI? Understand the level of human expertise and oversight in the project.
• What's in the Terms & Conditions? Review all contractual agreements carefully before signing.

The Importance of a Comprehensive Brief:

• Your expertise as a business owner isn't in building websites, that's why proper briefing is essential
• Request a detailed project plan with clear stages, review points, and deliverables.
• Ask for transparency about tools, methods, and team members involved
• Use AI to help you: Ask ChatGPT or Claude to create a checklist of questions for website project vendors.

Slowing Down in the Age of Speed:

• AI's advantage is speed, but that doesn't mean you should rush decisions.
• Use the time AI saves to invest in proper due diligence, reflection, and questioning.
• Cheaper and faster doesn't always solve the problem — quality and control matter more.

The Evolution from Webinars to Book:

• During COVID, Jonny and Pascal launched a five-part webinar series sharing their passion for websites.
• This evolved into the 90-Day Website Mastery Podcast (now at episode 50).
• The webinar content became the foundation for their book: WebProud: The 5-Step Roadmap to Feeling Proud of Your Website Again!
• Published November 2024, launched December 2024, and became a #1 Kindle bestseller within 48 hours.

What Makes WebProud Different:

• Two main sections: Executive Briefings (actionable steps) and Bonus Content (inspiration and tools).
• Five core executive briefings form the heart of the book's methodology.
• Highly interactive format: Includes idea catcher pages, checklists, tables to complete, and space for notes.
• Available in print and interactive Kindle: The Kindle version allows you to type directly into forms and tables.
• Bonus features: Yearly planner with 52 weekly website adjustments, tool recommendations, and article reviews.

The Book's Philosophy:

• Designed as a field guide to be used, marked up, and referenced repeatedly.
• Focuses on practical, actionable advice rather than theory.
• Reflects Jonny and Pascal's approach as trainers and advisors.

LandingSite.ai (Jonny's Pick):

https://landingsite.ai Generate a beautiful website for your business in five minutes.

Best use case: Creating optimised landing pages quickly for specific marketing campaigns.

Key benefits:

• Rapid deployment for testing different messages and funnels.
• Perfect for matching landing page messaging to specific ad campaigns (Facebook, Google Ads, Instagram).
• Ideal for squeeze pages designed to capture leads from email flows.
• Uses AI-driven insights and pre-made templates.

Strategic value: Enables fast testing and iteration without committing to full website builds.

EZGif.com (Pascal's Pick):

https://ezgif.com Simple, free online GIF maker and comprehensive animation toolset.

Key features:

• Create GIFs from static images or video clips.
• Edit existing animations: crop, resize, add text, change formats.
• Convert between formats: GIF, APNG, WebP, MNG, and AVIF.
• Transform video footage (from events, presentations) into engaging animated content.

Strategic applications:

• Enhance blog articles with animated headers and visual breaks.
• Create eye-catching social media content (GIFs are "the new emojis").
• Animate promotional content for LinkedIn, Facebook, and other platforms.
• Add visual interest to presentations and email campaigns.

Business model: Free to use with optional donation (buy them a coffee).

Call to Action #99: Add Clear Opening Hours (Jonny's Recommendation)

Why this matters in 2025 and beyond:

• AI and machine learning systems need explicit, structured data.
• Search engines and AI assistants rely on clear information to answer user queries.
• Builds trust by showing your business has regular operations and real premises.

Implementation steps:

• Display opening hours prominently on your contact page.
• Consider adding them to your website header or footer for visibility on every page.
• Critical: Ensure your website hours match your Google Business Profile exactly.
• Use consistent formatting across all platforms.

SEO and trust benefits:

• Helps users immediately know when they can reach you.
• Reinforces legitimacy and professionalism.
• Provides explicit data for AI to read and interpret accurately.
• Joins the dots for Google between your website and Business Profile.
• Improves local SEO signals and search visibility.

Call to Action #100: Audit and Optimise Your Google Business Profile (Pascal's Recommendation)

Why Google Business Profile matters more than ever:

• AI summaries (the evolution of SEO) pull heavily from Google Business Profile data.
• Well-maintained profiles boost your visibility in AI-generated search results.
• Google uses profile-website correlation as evidence of business legitimacy.

Action plan:

• Reacquaint yourself with all Google Business Profile features and content fields.
• Fill in blank or unused fields (every empty field is a missed opportunity).
• Match information precisely with your website (address, hours, services, descriptions).
• Update regularly (stale information damages trust and rankings).

Using AI to maintain your profile:

• Ask your favourite LLM (ChatGPT, Claude, Gemini) to create a quarterly action plan.
• Request weekly update reminders and content suggestions.
• Use AI to generate posts, offers, and updates tailored to your audience.

Unexpected benefit:

• Reviewing your Google Business Profile often sparks ideas for website improvements.
• Features that work well on your profile can inspire similar additions to your website.

00:18 – Welcome to Episode 50: A landmark celebration

01:14 – Celebrating the WebProud book anniversary and ChatGPT's third birthday

02:38 – You Ask, We Answer: The AI website builder dilemma

04:25 – The importance of due...

In this timely episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni deliver the ultimate guide to conducting a meaningful annual website review as we approach the end of 2025.

This isn't about ticking boxes, it's about aligning your website with your business vision, reigniting your passion for blogging, and making strategic adjustments that will set you up for success in 2026.

The episode recaps on practical frameworks for structuring your review meeting, identifies what to prioritise versus what can wait, and introduces a powerful mindset shift: one blog for search, one for the soul.

Jonny and Pascal also react to Louis Evans' compelling article "The Time Is Ripe to Reboot Blogs," discussing how to move beyond keyword-dumping and bland marketing content toward authentic, valuable insight hubs.

Plus, discover two game-changing tools: Durable.co for rapid website prototyping and Google's NotebookLM for AI-powered content strategy. And learn the immediate actions you can take to improve social sharing and prepare your "Best of 2025" content.

If you're a business owner, marketing leader, or website manager looking to feel proud of your website again, this episode is your roadmap.

Performance Analysis:

• Review Google Analytics to identify what content is working and what isn't.
• Analyse user behaviour, traffic sources, and conversion patterns.
• Identify your best-performing pages and understand why they succeed.

Technical Health Check:

• Ensure your website works seamlessly across all devices (mobile, tablet, desktop).
• Test page loading speed and implement improvements.
• Check for broken links, 404 errors, and security vulnerabilities.
• Verify backup systems are in place.

SEO Audit:

• Review internal linking structure—are you linking to your best content?
• Ensure target keywords appear on key pages (especially your homepage).
• Update outdated blog posts with fresh information.
• Check for technical SEO issues using tools like Google Search Console.

User Experience & Design:

• Assess whether your website reflects your brand personality.
• Evaluate navigation, readability, and visual appeal.
• Consider how visitors feel when they land on your site—not just what they see.

Conversion Optimisation:

• Review calls-to-action (CTAs): Are they clear, compelling, and properly placed?
• Test button placements and messaging.
• Ensure visitors are guided toward meaningful actions.

Compliance & Accessibility:

• Verify privacy policies, cookie policies, and GDPR compliance.
• Check accessibility standards to ensure inclusivity.
• Review terms and conditions if applicable.

Align with Future Vision:

• Before diving into fixes, capture your business vision and ambitions for 2026.
• Ensure your website review addresses future goals, not just current repairs.
• Think like an athlete: review past performance while preparing for upcoming challenges.

Create a Prioritised Roadmap:

• Identify quick wins versus longer-term projects.
• Focus on changes with the biggest impact and smallest effort first.
• Break improvements into bite-sized tasks: tomorrow, next week, next month, Q2, Q3.
• Choose the right timing—if Q4 is too busy, schedule your review for Q2 instead.

Move Beyond Keyword Dumping:

• Stop treating your blog as a keyword dumping ground.
• Avoid creating content solely to rank for specific terms without genuine value.
• Return to the original purpose of blogging: sharing passion, expertise, and helpful resources.

Embrace Authentic, Long-Form Content:

• Prioritise depth over frequency—quality always beats quantity.
• Share real stories, behind-the-scenes insights, and founder perspectives.
• Let your personality and expertise shine through every post.
• Remember: "One for search, one for the soul"—balance SEO-driven content with passionate, authentic pieces.

Consider Rebranding Your Blog Section:

• Explore terms like "Insight Hub," "Knowledge Centr," or "Resource Library."
• While "blog" still resonates with some audiences, strategic rebranding can elevate perceived value.
• Position your blog as the best industry resource, think digital magazine quality.

Focus on E-E-A-T Principles:

• Experience: Share lived experiences and real-world applications.
• Expertise: Demonstrate deep knowledge and authority in your field.
• Authoritativeness: Build credibility through consistent, high-quality content.
• Trustworthiness: Be honest, helpful, and transparent in all communications.

Enhance Visual Appeal and Layout:

• Format blog posts like magazine articles with shorter paragraphs, bullet points, and quality imagery.
• Embed diverse media: podcasts, videos, audio snippets, interactive tools, infographics.
• Create visual interest to keep readers engaged.
• Think about first impressions—layout matters for storytelling.

Tell Meaningful Stories:

• Share the passion and people behind your business.
• Move beyond generic marketing speak to genuine connection.
• Allow readers to understand not just what you do, but why you do it.

Stop Second-Guessing SEO Constantly:

• While SEO matters, don't let it stifle creativity and authenticity.
• Write for humans first, search engines second.
• Genuine value and helpfulness will naturally improve search performance.

Durable.co (Jonny's Pick):

• AI-powered website builder that creates complete websites in seconds.
• Perfect for rapid prototyping, inspiration, and testing ideas.
• Generates instant visuals including layout, colors, imagery, and content suggestions.
• Ideal for brainstorming website redesigns or exploring new brand directions.
• Use it to create "teaser" visions that motivate your team and guide your goals.
• Available on free tier for testing and exploration.

NotebookLM by Google (Pascal's Pick):

• Free AI assistant that continues to improve monthly.
• Upload links to videos, podcasts, or articles for instant analysis and insights.
• New "Reports" feature analyses your website and recommends content types based on themes.
• Create audio overviews, mind maps, and detailed summaries of your content.
• Perfect for brainstorming blog series, content strategy, and website reviews.
• Use it to prepare for client meetings or generate fresh content ideas.
• Pascal and Jonny are considering a dedicated NotebookLM training course, let them know if you're interested!

Jonny's Call to Action: Enable Social Sharing Buttons

• Bring back strategic social sharing buttons on key blog posts and pages.
• Be selective—add them to your best, most valuable content only.
• Choose the right platforms for your audience (LinkedIn, Twitter/X, Facebook, etc.).
• Make it easy for engaged readers to promote your content.
• Avoid button overload—quality over quantity.

Pascal's Call to Action: Prepare Your "Best of 2025" Content Now

• Start planning your year-end roundup content before the holiday rush.
• Decide on the format: long-form article, ebook, video series, or social media campaign.
• Create a system or workflow (use AI tools like NotebookLM) to shortlist your best:
• Blog articles, LinkedIn posts, Guest appearances, Social media highlights, Client success stories
• Don't leave it as a rushed, last-minute job. Plan the structure and process now.
• Position this content as a valuable resource, not just a retrospective.

01:55 – You Ask, We Answer: How would you structure a simple annual website review?

02:35 – Jonny's framework: Performance, technical, SEO, user experience, conversion, and compliance

04:53 – Pascal's approach: Think like an athlete: review past performance, plan for future goals

06:55 – Breaking down the review into quick wins and a prioritised roadmap

08:33 – Website Stories: "The Time Is Ripe to Reboot Blogs" by Louis Evans

11:54 – Jonny's perspective: Blogs have lost their spark—time to reconnect with audiences

12:23 – Rebranding blogs as "Insight Hubs" or "Knowledge Centres"

16:32 – "One for search, one for the soul": Pascal's blogging philosophy

18:00 – Website Engine Room: Jonny's pick—Durable.co for rapid website prototyping

20:14 – Pascal's pick: NotebookLM by Google and its new "Reports" feature

24:44 – Website Call to Action - Jonny's advice: Enable social sharing buttons on key content

25:36 – Pascal's Call to Action: Prepare...

In this thought-provoking episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni challenge a question that many business owners are quietly asking:

"Why bother with a website when LinkedIn is doing the job?"

Sparked by a real workshop encounter, the discussion explores why owning your digital real estate matters more than ever, even when social platforms seem to be delivering results.

It's all about credibility, control, visibility beyond walled gardens, and future-proofing your business in an unpredictable digital landscape.

Jonny and Pascal also tackle the intriguing rise of AI-generated podcasts, asking whether we'd actually listen to content created entirely by artificial intelligence, and what this means for content creators and website owners.

Plus, discover powerful design tools from Microsoft and beyond, and learn the specific website adjustments you should implement this week to enhance user experience and search visibility.

If you're a business owner, marketing leader, or anyone responsible for building lasting brand authority online,this episode is essential listening.

LinkedIn is a powerful platform, but you don't own or control it, algorithms can change overnight.

A website gives you complete control over your brand narrative, look, feel, and messaging.

Your brand isn't just a logo and font, it's a feeling. A website delivers that emotional connection far better than a uniform social profile.

• Visibility beyond LinkedIn: Only a fraction of your potential audience is active on LinkedIn.
• Websites enable scalability and lead generation through case studies, testimonials, and strategic content.
• Future-proofing: Digital platforms shift constantly. Owning your website protects you from platform dependency.
• LinkedIn content has limited shelf life—website content remains accessible and discoverable for years.
• A website allows you to play the Google game (and the AI discovery game), increasing long-term visibility.

Based on the Adweek article "AI Is Disrupting Everything. Why Not Podcasting?" by Mark Stenberg:

AI podcasts are already here: Startups are creating thousands of episodes for under £1 per episode.

Both hosts agree: Yes, they would listen to AI podcasts, but only if the content provides value.

• Jonny regularly uses Notebook LM to transform research and strategies into engaging podcast-style audio.
• Pascal uses Microsoft Copilot to generate custom six-minute podcasts on specific topics for his commute.
• Two types of listeners exist: Those who want content (where AI excels) and those who want connection (where humans win).
• AI suits "disposable" content: News roundups, weather, sports, business updates, and educational summaries.
• Humans excel at storytelling and connection: Interviews, emotional narratives, and authentic conversations.
• Hybrid approach recommended: Use AI for functional content, human creativity for connection-driven material.
• Website application: Consider using AI to create audio roundups of your written content, clearly labelled as AI-generated.

MS Designer (Jonny's pick):

Microsoft's AI-powered graphic design platform at designer.microsoft.com

• Perfect for businesses already in the Microsoft ecosystem.
• Seamless integration with Office tools and workflows.
• Extensive template library with embedded AI assistance.
• Ideal for creating website graphics, social media posts, and marketing materials efficiently.

Night Café Studio (Pascal's pick):

A creative, artistic AI image generation platform at creator.nightcafe.studio

• Distinctly different from Canva—focuses on artistic, striking visuals.
• Perfect for creating eye-catching e-book covers, article headers, and social media graphics.
• Gamified community features: Gift creations to earn points and unlock advanced features
• Excellent for achieving that "wow factor" first impression in your content.

Jonny's Call to Action:

Install a Heatmap Tool to understand exactly how users interact with your site.

• Tools to consider: Hotjar, Microsoft Clarity (free), or Crazy Egg.
• Track where users scroll, click, hover, and spend time.
• Identify usability issues and content placement problems.
• Use video recordings of user sessions to spot where visitors get lost or confused.
• Make data-driven decisions about layout, button placement, and content hierarchy.

Pascal's Call to Action:

Refresh and diversify your content sources for news roundups and thought leadership articles.

• AI summaries favour a more eclectic range of sources than traditional Google search results.
• Break out of your echo chamber—discover new perspectives and authoritative voices.
• Update your reference spreadsheet with fresh, diverse sources of trends and insights.
• This improves your chances of being cited in AI-generated summaries and search overviews.
• Better source diversity strengthens your content's credibility and reach.

01:47 – You Ask, We Answer: "I don't have a website, LinkedIn works fine for me"

02:54 – Jonny's response: Five reasons you still need a website

05:09 – Pascal's approach: Longevity and control of your content

06:27 – Playing the Google game beyond LinkedIn's limits

07:00 – Website Stories: AI-generated podcasts disrupting the industry

09:02 – Would you listen to an AI podcast? Jonny's perspective

10:41 – Pascal's experience with Copilot and custom podcast creation

12:07 – Content vs. connection: Two types of podcast listeners

14:04 – Repurposing content and AI voice assistants

16:06 – Website Engine Room: MS Designer for Microsoft users

17:00 – Pascal's pick: Night Café Studio for artistic, striking visuals

19:31 – Website Call To Action: Install heatmap tools to understand user behaviour

20:42 – Pascal's call to action: Diversify your content sources

22:14 – Breaking out of echo chambers for better AI summary inclusion

website vs LinkedIn profile, AI-generated podcasts, podcast automation tools, Notebook LM for content, Microsoft Copilot podcasts, heatmap tools for websites, user behaviour tracking, Microsoft Clarity free tool, Hotjar website analytics, MS Designer Microsoft, Night Café Studio AI art, diversifying content sources, Google AI summaries optimisation, website heat mapping

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• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a crucial question for website managers: Should you upload videos directly to your website or embed them from platforms like YouTube and Vimeo?

The discussion delves into the strategic considerations behind video hosting decisions, performance implications, and how to maximise both user experience and discoverability. Pascal and Jonny break down when to use native uploads versus embeds, and explain the distinct advantages of YouTube for reach versus Vimeo for polish and control.

The episode also reflects on Jason Hellerman's five-part YouTube storytelling framework from No Film School, revealing how to structure videos that hook viewers immediately and keep them engaged through to the final reflection. This proven structure works for B2B, B2C, and social content alike.

Finally, Jonny and Pascal introduce two powerful AI tools: one for generating complete website prototypes in seconds, and another for creating professional-grade product imagery, plus actionable website optimisations you can implement today.

If you manage a website, create video content, or want to improve your site's performance and engagement—this episode delivers immediately applicable strategies.

The answer depends on your strategic goals and the type of video content you're creating.

Upload directly to your website when:

• You need seamless integration (hero videos, contact page messages, product demonstrations)
• You want complete control over branding and user experience
• The video is bespoke to that specific page
• Critical: Optimize video files rigorously to maintain site speed

Embed YouTube videos when:

• You're building a YouTube channel and want to increase visibility
• You want videos to be easily shareable across platforms
• You're creating social-style content that benefits from wider distribution
• The more places a YouTube video appears in relevant contexts, the better for SEO
• Watch out for: Limited branding control, potential ads, and suggested videos from competitors
• Pro tip: Add ?rel=0 to the end of YouTube embed URLs to show only videos from your channel

Embed Vimeo videos when:

• You need polished, professional presentation for service pages or case studies
• You want full control over branding without ads or distractions
• You're creating promotional content or training materials
• You need granular control over download and sharing permissions
• Note: Vimeo requires a paid subscription based on upload volume

Cookie compliance matters: Remember that embedded videos trigger third-party cookies—ensure your privacy policy covers this for GDPR compliance.

Based on Jason Hellerman's framework from No Film School, here's the five-part structure for compelling YouTube content:

Part 1: The Hook (15-20 seconds)

• Present the big goal or problem you're addressing
• Answer the "what"—what will you explore, solve, or understand?
• Use pattern interrupts: bold statements, surprising stats, or quick visuals
• Speak directly to your ideal client using "you" and "your"
• Build curiosity with strategic word choices
• Include social proof early if possible (e.g., "tested across X clients")

Part 2: The Context (up to 1 minute)

• This is surprisingly the most important section
• Shift from "what" to "why"—why does this matter to you and your audience?
• Explain the significance and relevance of your topic
• Establish credibility and set expectations

Part 3: The Rising Action

• Document the journey truthfully—both successes and struggles
• Show internal and external challenges
• Make it relatable by demonstrating you don't have all the answers immediately
• This is where most people start thinking, but it should come third

Part 4: The Climax/Resolution

• Deliver what viewers have been waiting for
• Show the transformation—what changed, what you learned, what you achieved
• Answer whether you succeeded in solving the problem

Part 5: The Reflection

• Summarise key learnings
• For YouTube specifically: Share only ONE key takeaway or lesson
• Avoid the temptation to share multiple lessons
• Create a satisfying close (the "riding off into the sunset" moment)

Additional tips:

• You don't have to write sections in order—start with the journey (Part 3), then extract the hook and context
• If you're not ready for video, use this structure for written articles first
• "If you can write it, you can film it"

Deep Site by HuggingFace (Jonny's pick):

• AI-powered website generator that creates complete sites from text prompts
• Produces homepage code, content, images, and design in seconds
• Uses DeepSeek AI model (can be changed to other models)

Best use cases:

• Rapid prototyping and idea generation
• Starting point for client discussions
• Exploring design concepts quickly
• Overcoming blank page paralysis
• Access at: huggingface.co/spaces/enzostvs/deepsite

Google Gemini Nano Banana Image Generator (Pascal's pick):

• Google's latest iteration of AI image generation
• Significantly improved quality and blending capabilities

Key features:

• Generate images from text descriptions
• Upload your own product/service images as inspiration
• Merge multiple separate images into seamless compositions
• Create variations and new versions of existing photos
• Animate generated images for teaser content

Strategic value:

• Upskill yourself as an image creator
• Enhance product and service visual storytelling
• Create custom images without expensive photoshoots

Critical skill: Master briefing and prompt writing for image generation

• The battleground is shifting from text-based AI to image and video generation

Jonny's Call to Action: Optimize Core Web Vitals

Check your performance using two methods:

• Google PageSpeed Insights (test your homepage)
• Google Search Console (check Core Web Vitals tab after signing up)

What Core Web Vitals measure:

• Site speed and loading performance
• Mobile responsiveness
• Visual stability (content doesn't shift as it loads)

Why this matters: Google and other search engines will rank competitors higher if you're not passing Core Web Vitals

• Failing these benchmarks significantly reduces visibility regardless of content quality

Action: Identify problems, fix them, ensure your site is fast, responsive, and stable

Pascal's Call to Action: Audit Your Marketing Tools for Hidden AI Features

The opportunity: Most software you already pay for has added AI assistants—but they don't announce them prominently

• What to do:
• List ALL your digital marketing apps and software (including free ones)
• Investigate each one for new AI features (look for new icons or menu items)
• Contact customer service for paid platforms and request an AI feature demo
• Ask for a full platform tour—you may be missing other valuable features

Time savings: Could reclaim 15 minutes to several hours per month

Mindset shift: Be curious about your existing tools rather than always seeking new ones, and of course, reinvest saved time into running your website more successfully!

00:49 – Introduction and approaching episode 50!

02:13 – You Ask, We Answer: Should I upload videos directly or embed them?

03:49 – When to upload videos natively to your website

04:50 – The benefits of embedding YouTube videos for channel growth

05:18 – Using Vimeo for polished, professional video presentation

06:15 – Cookie compliance considerations for embedded videos

07:38 – Managing YouTube's related video recommendations

09:16 – Website Stories: How YouTube creators hook audiences immediately

10:14 – Part 1: The Hook – presenting the problem in 15-20 seconds

11:39 – Part 2: The Context – explaining the 'why' behind your story

12:34 – Part 3: The Rising Action – documenting the journey truthfully

12:59 – Part 4: The Climax – revealing the...

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni address the critical challenge every business owner faces: What do you do when your website project isn't progressing as expected?

The discussion provides practical guidance on managing web development relationships, preparing for crucial meetings with suppliers, and ensuring projects get back on track without damaging professional partnerships.

The episode also revisits their comprehensive "20 Urgent SEO Actions for the AI Search Era" resource, breaking down why traditional SEO strategies are no longer sufficient and what specific steps you must take to remain visible in an AI-dominated search landscape.

Finally, Jonny and Pascal introduce two innovative tools for accessibility and visual content creation, plus actionable website improvements that can boost trust and conversions immediately.

If you're responsible for website strategy, project management, or digital visibility, this episode delivers the clarity and action steps you need.

• Start with the original brief - review what was initially agreed and documented
• Take the role of project director - approach the meeting as a collaborative reset, not a blame session
• Ask key diagnostic questions: "Where are you at?", "What are you waiting for from our side?", "What are the next steps?"
• Step back to the bigger picture - revisit the project's core purpose and business objectives
• Focus on relationship management - keep suppliers motivated and feeling supported
• Look for small victories - celebrate incremental progress rather than waiting for major milestones
• Be realistic about capacity - acknowledge that both sides may face unexpected challenges
• Come prepared with solutions - rather than just presenting problems, suggest ways forward

Based on Jonny and Pascal's "20 Urgent SEO Actions" resource, the key shifts include:

• Technical SEO for AI: Structure content so machines can easily understand context and relationships
• Content optimisation: Move beyond traditional keyword stuffing to create genuinely helpful, in-depth content
• Authority building: Focus on trust signals, citations, and credibility markers that AI systems recognise
• Local visibility: Use specific geographical terminology naturally within conten
• Explicit trust signals: Mention reviews, certifications, and credibility markers directly in your content
• Content structure: Add "Too Long; Didn't Read" sections and follow-up questions mimicking AI behaviour
• Depth over brevity: Abandon the outdated "online content must be short" mentality

The reality: AI summaries are creating a more level playing field where newer businesses with quality content can appear alongside established brands, regardless of domain authority.

Signapse.ai (Jonny's recommendation):

• Translates videos, events, and announcements into British Sign Language or American Sign Language
• Powered by AI and approved by real deaf translators
• Removes cost barriers to making content accessible
• Currently being used by NHS trusts and other major organisations
• Ideal for educational content, event recordings, and promotional videos

Napkin.ai (Pascal's recommendation):

• Converts text content into hand-drawn style visual summaries
• Creates infographics and visual representations from complex articles or strategies
• Offers multiple illustration styles with a natural, approachable aesthetic
• Addresses different learning preferences - visual vs text-based
• Particularly valuable as AI platforms increasingly offer visual summary options

Jonny's Call to Action: Add Trust Badges

• Review and display security certifications, payment badges, and industry accreditations
• Include trade association memberships, awards, and professional qualifications
• Position badges strategically on conversion pages, not just in footers
• Target service pages, landing pages, and e-commerce product details
• Remember: small conversion improvements compound into significant revenue increases

Pascal's Call to Action: Reorganise Your Case Studies

• Group case studies by client industry, job role, or specific challenges addressed
• Make it easier for first-time visitors to find relevant examples quickly
• Consider featuring the same project in multiple categories with different storytelling angles
• Test your organisation with fresh eyes - ask someone unfamiliar with your business to review
• Think of it as creating themed collections, similar to blog category organisation

01:14 – You Ask, We Answer: Website project delays and developer meetings

02:12 – How to handle stalled website projects without damaging relationships

02:42 – The importance of detailed briefs and project clarity

04:35 – Taking the project director role in supplier meetings

06:43 – Partnership approach to web development challenges

07:39 – Key takeaways: relationships, briefs, and realistic capacity planning

08:42 – Website Stories: Introducing the AI SEO era resource

09:14 – How the "20 Urgent SEO Actions for AI Search Era" was created

09:42 – The dramatic shift in search behaviour and click-through rates

11:19 – Technical SEO, content, and authority building in the AI age

13:22 – Why it's just really good SEO taken to the next level

15:22 – The fairness of AI summaries for newer businesses

17:35 – Website Engine Room: Signapse.ai for accessibility

20:18 – Napkin.ai for converting text into visual summaries

22:12 – The rise of visual content in AI platforms

23:46 – Website Call To Action: Trust badges for conversion improvement

25:16 – Organising case studies for better user experience

27:04 – Episode wrap-up and final reflections

website project management, AI search optimisation, generative engine optimisation, AI SEO strategy, AI content summaries, website authority building, website trust signals, website project brief planning, AI search era SEO, visual content creation, sign language translation, website credibility markers

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

Welcome to this urgent and timely update. With the rise of AI-powered search engines like Google's AI Overviews, ChatGPT, and Perplexity, traditional SEO practices are no longer sufficient.

In this special episode, Jonny Ross and Pascal Fintoni provide 20 actionable strategies to help your brand stay visible, relevant, and competitive in the AI summaries era.

The search landscape has fundamentally shifted:

• November 2022: ChatGPT launched
• May 2024: Google AI Overviews became visible on SERPs, causing click-through rates to drop by 34%
• May 2025: Google launched AI Mode fully for the USA
• Current State: Zero-click searches have risen from 56% (May 2024) to 69% (May 2025)

Traditional search queries averaged 2 words in 2020, but now average 23 words in 2025. Search is evolving from simple keywords to complex, conversational prompts.

1. Prepare for AI Crawlers - Create an experimental llms.txt file to signpost your best content to AI search engines
2. Track AI Citations, Not Just Traffic - Monitor brand mentions across ChatGPT, Perplexity, and Google SGE using tools like Rightsonic
3. Adopt GEO Thinking - Understand Generative Engine Optimisation as an expansion of SEO, focusing on AI models as new browsers

1. Add TL;DR or Key Takeaways Sections - Create scannable summary boxes at the start of your content, similar to news websites
2. Write 'AI-Quotable' Content - Break content into self-contained paragraphs that can be extracted independently
3. Publish Content Authored by You - Maintain consistent voice and authority, as AI summaries deprioritise purely AI-generated content

1. Use Structured Data (Schema Markup) - Implement FAQ, How-To, and Organisation schemas with enhanced properties like "Same As," "Known For," and "Area Served"
2. Update Metadata with AI-First Formatting - Include location terms (UK-wide, nationwide) in headings and bold key phrases
3. Ensure Semantic Structure & Speed - Optimise for AI crawlers with fast loading times, proper HTML structure, and ensure AI bots aren't blocked by Cloudflare

1. Write With AI Follow-ups in Mind - Use "People Also Ask" suggestions to create supplementary content that follows AI conversation patterns
2. Rethink Your 'About Us' Section - Transform it into a Q&A format as if being interviewed by a journalist, including location-specific information
3. Create Evergreen Authority Clusters - Organise content into thematic hubs with strong internal linking between related pages

1. Monitor Brand Mentions Across the Web - Track citations using tools like Brand24, SEMrush, or Mention, focusing on partnerships rather than just backlinks
2. Engage in AI-Indexed Communities - Participate on Reddit, Quora, and YouTube, as these platforms provide significant citations to AI engines (Reddit accounts for 21% of Google AI citations, 47% of Perplexity citations)
3. Adapt to the Visitorless Web - Reduce dependence on website visitors and rethink your website's role in the customer journey

1. Complete the 'Business Investigation' Activity - Map your customers' current trust network and identify platforms they already use for information
2. Create and Offer Quora-Style Q&A Content - Develop Reddit/Quora-style answer content to gift to relevant platform managers and editors
3. Encourage User-Generated Reviews - Enhance Google Business Profile and sector-specific directories like Trustpilot, Checkatrade

19. Build an Internal "Citation Hub" Page - Create comprehensive landing pages consolidating authoritative content, statistics, awards, press mentions, and original insights with strong internal linking

20. Turn Every Article into Short-Form Video or Audio - Repurpose long-form content into 60-second video or audio summaries to provide multimedia options for searchers

• Organic traffic dropping by up to 65% on some websites due to AI search changes
• Reddit is the second most cited source by ChatGPT after Wikipedia
• 47% of Perplexity citations come from Reddit
• AI traffic converts three times better than traditional Google traffic
• Two-thirds of people now get answers from Google without clicking through to websites

The shift to AI search requires expanding rather than replacing traditional SEO practices. Focus on:

• Being mentioned and cited, not just clicked
• Creating comprehensive, quotable content clusters
• Building authority through diverse platform engagement
• Preparing for a future where websites serve different purposes in the customer journey

1. Download the complete 20-action checklist https://90daymarketingmastery.com/ai-geo-generative-engine-optimisation-checklist/
2. Start with the essential actions that align with your current SEO foundation
3. Gradually implement onsite and offsite optimisations
4. Monitor AI citations alongside traditional metrics
5. Adapt your success measurements for the AI era

AI summaries SEO, generative engine optimisation (GEO), answer engine optimisation (AEO), Google AI overviews, zero-click search strategies, LLMS.txt file setup, structured data schema SEO, long-form content SEO, TL;DR content boxes, Q&A blog format, author authority signals, brand mentions monitoring, Reddit SEO strategy, Google Business Profile SEO, AI citation hubs

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni return after a break to tackle three game-changing topics that every website owner needs to understand: the true power of storytelling on websites, key insights from London Tech Week 2025, and the essential AI tools that are transforming how we manage and create website content.

The episode explores how storytelling isn't just marketing fluff. it's a fundamental communication tool that can transform your website from a static brochure into an engaging journey that makes your visitors the hero of their own story.

Jonny shares exclusive insights from London Tech Week, revealing why AI adoption has moved from optional to essential, how sustainability has become a major selling point, and why enterprise-level AI rollouts signal that smaller businesses must act now or risk being left behind.

Finally, the hosts recommend cutting-edge tools including Google's enhanced NotebookLM and Opus Pro video editing, plus two website adjustments that can future-proof your site for the AI-driven web.

If you manage a website, create content, or want to stay ahead of the digital curve, this episode delivers practical strategies you can implement immediately.

The StoryBrand Framework (Donald Miller's 7-Step Process):

• Your visitor is the hero, not your business—speak directly to their needs, frustrations, and goals
• Identify their problem—name the pain point early (slow supplier, clunky platform, overwhelm)
• Position yourself as the guide—you understand their challenge and have a proven solution
• Provide a clear plan and call to action—simple steps, not complex dropdown menus
• Show the transformation—help them visualise life after working with you (faster sales, better confidence, more leads)

Practical Implementation:

• Replace "We offer secure hosting" with "Sleep better knowing your website is always up"
• Structure content around customer outcomes, not company features
• Include real customer stories and testimonials throughout your site
• Create emotional threads that guide visitors through a clear journey

Pascal's Two-Part Storytelling Framework:

• Story: The structure of what you've observed, why it's happening, and what people are trying to achieve
• Telling: The format you choose—words, images, videos, sounds—to deliver that narrative
• Focus on relatable anecdotes and case studies that supplement facts with human connection

Jonny's Five Major Insights:

1. AI Integration is Non-Negotiable

• AI was mentioned in every conversation—it's no longer a bolt-on feature
• Must be embedded across the entire business, not just marketing
• Applications: content drafting, customer support chatbots, real-time analytics summaries

2. Sustainability Sells

• Green tech and climate-focused startups had dedicated stages with packed audiences
• Investors are actively seeking businesses with sustainability stories
• Showcase local sourcing, carbon offsetting, renewable energy usage

3. AI Fluency is the New Basic Skill

• Job requirements now include AI competency alongside Excel and Word
• Teams need employees who can write prompts, experiment with tools, and embrace curiosity
• From admin teams cleaning spreadsheets to sales reps polishing proposals

4. Partnerships Fuel Growth

• Businesses serving similar audiences should collaborate actively
• Beyond referrals: share content, cross-promote, create joint offerings
• Examples: mortgage brokers with estate agents, wedding photographers with florists

5. Enterprise AI Adoption Signals Urgency

• Barclays rolling out AI tools to 100,000 employees—not a pilot, full transformation
• Small and medium businesses can move faster than enterprise
• Opportunity to test, learn, and implement while larger competitors are still planning

Opus Pro (Jonny's Pick)

• AI-based video editing for professional content creation
• Transform 10-20 minute videos into multiple short-form pieces for social media
• Automatic branding, subtitles, and cinematic quality output
• Desktop web application with streamlined workflow

NotebookLM by Google (Pascal's Pick)

• AI-powered research and thinking partner with regular updates
• New Features: Enhanced audio summaries, improved FAQs, mind map visualisation
• Practical Applications:
• Upload website URL and business documentation for comprehensive analysis
• Generate mind maps to visualise website structure and identify gaps
• Create multiple audio summaries with different perspectives (impressed visitor vs critical visitor)
• Direct conversation style with customisable podcast host briefs
• Multi-language audio summaries for exporters
• Translate expert advice into actionable plans

Implementation Strategy:

• Copy and paste your website address into NotebookLM
• Upload business documents for context
• Use mind map feature to visualise content structure
• Create targeted audio summaries for different scenarios
• Leverage FAQ generation for better customer service

Jonny's Call to Action: Implement LLMS.txt File

• New experimental standard helping AI models understand your website content
• Different from robots.txt or sitemap.xml—specifically designed for AI interactions
• Provides structured content overviews and navigation paths for ChatGPT, Gemini, Perplexity
• Acts as signpost telling AI about key content, page summaries, and important information
• Essential for future-proofing your website's visibility in AI-driven search

Pascal's Call to Action: Remove or Reassess Publication Dates

• Challenge the status quo: Should dates be prominent, hidden, or removed entirely?
• Focus on evergreen content: Remove dates from thought pieces and non-news content
• Content audit: Review articles from 6-18 months ago for refresh opportunities
• Republication strategy: Update and republish valuable content without dates
• AI considerations: Dates can signal outdated content to AI systems

Storytelling as Strategy: Moving beyond feature lists to create emotional connections that position visitors as heroes of their own transformation journey.

AI Adoption Urgency: Enterprise-level implementation signals that AI fluency is becoming as essential as basic computer skills, with clear competitive advantages for early adopters.

Content Future-Proofing: Preparing websites for AI-driven discovery through structured data, evergreen content strategies, and enhanced user experiences.

Partnership Opportunities: Collaborative growth strategies that extend beyond traditional referrals to create shared value and expanded reach.

Practical Implementation: Every recommendation comes with specific, actionable steps that website managers can implement immediately without major overhauls.

02:07 – You Ask, We Answer: What does storytelling really mean for websites?

03:12 – The StoryBrand framework: Seven steps to website storytelling

05:11 – Making visitors the hero, not your business

06:07 – Pascal's storytelling breakdown: Story structure vs telling format

08:33 – Moving from stating facts to relatable anecdotes

09:35 – Website Stories: Jonny's experience at London Tech Week

11:13 – AI everywhere: No longer a bolt-on, now integral to business

12:44 – Sustainability sells: Green tech takes centre stage

13:41 – AI fluency as essential as Excel and Word skills

14:39 – Partnerships fuel growth: Finding complementary businesses

15:42 – Enterprise AI adoption: Barclays' 100,000 employee rollout

20:01 – Website Engine Room: Opus Pro video editing tool

21:56 – NotebookLM by Google: Enhanced features and mind mapping

23:22 – Audio summaries with different perspectives and languages

25:25 – Website Call to Action: Implementing LLMS.txt files

27:05 – Pascal's recommendation: Removing publication dates from evergreen content

28:35 – Final reflections: Storytelling, AI adoption, and sustainability themes

In this action-packed episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni dive into one of the most pressing questions facing business owners today: Should you add AI chatbots to your website? They explore the benefits, risks, and best practices for implementing AI-powered customer service tools without damaging your brand experience.

The episode also provides an essential breakdown of Google I/O 2025's key announcements, revealing how the future of search will fundamentally change website traffic patterns and what businesses must do to adapt. From AI-powered search modes to multi-modal queries, Jonny and Pascal translate Google's developer-focused conference into actionable insights for website managers.

Finally, they share two cutting-edge video creation tools, practical website optimisation tips, and immediate action steps you can take to future-proof your online presence. If you're responsible for your company's digital strategy, customer experience, or online growth—this episode is essential listening.

The Reality Check: AI chatbots can work brilliantly, but only with proper setup and clear objectives.

Avoid the Trap: Don't just add a cheap or free chatbot and expect results—this leads to robotic, unhelpful responses.

Success Factors:

• Invest significant time in setup and training
• Define clear boundaries for what the bot can and cannot do
• Establish workflows for when to transfer to human support
• Focus on specific parts of your website rather than the entire site
• Set up knowledge bases and tone-of-voice guidelines
• Strategic Implementation: Consider chatbots for content-rich sections like blogs or case studies where users expect help navigating complex information.

The Key Question: Is your motivation to provide better service, or just to avoid tasks you don't like doing?

Major Changes Coming:

• AI Mode: A parallel search experience that will be heavily media-rich, creating infographics, videos, and audio summaries automatically
• Multi-Modal Search: Users can now search by voice, camera, sketching, or traditional typing
• Zero-Click Results: Expect dramatically reduced website traffic as AI provides complete answers without users visiting your site

What This Means for Your Business:

• Traffic Will Decline: Traditional website analytics will show less evidence that your SEO efforts are working
• Niche Down: Longer, more detailed AI queries favor highly specific, specialized content
• Be Explicit: AI can only work with the information you choose to share—generic content will make you invisibl
• Content is Critical: Case studies, reviews, and detailed service descriptions become even more important
• Media Creation: Google will create visual content about your business based on your written content

HeyGen.com (Jonny's Pick):

• AI-powered tool for creating lifelike avatar-based videos
• Perfect for customer communications and internal training
• Scalable and highly personalizable
• Used by organizations like the NHS for staff communications
• Focus on finding unique use cases beyond the obvious promotional materials

Instagram Edits (Pascal's Pick):

• Dedicated vertical video editing app from Instagram
• Complete with captioning and music library
• Separate from main Instagram app—no need for social media accounts
• Continuously adding new features and capabilities
• Perfect for creating vertical content for websites and social media

Jonny's Call to Action: Test Your 404 Page

• Create a custom 404 error page with your branding
• Add helpful links and a search bar
• Use wit and personality—make it memorable
• Guide lost visitors back to relevant content
• Examples: Personal photos with apologetic gestures, Disney's Wreck-It Ralph theme

Pascal's Call to Action: Optimise Your Google Business Profile

• Review your listing from a first-time customer's perspective
• Complete ALL available fields—don't leave anything blank
• Use features to showcase different sections of your website
• Add FAQs (tip: ask yourself questions and answer them as the admin)
• Make it comprehensive enough to compete in AI search summaries

The digital landscape is moving faster than ever before. The gap between taking action and falling behind is shrinking rapidly. Whether it's implementing AI tools, preparing for new search behaviours, or improving current systems, the time for hesitation is over. Small gaps in your content strategy or website optimisation can become massive disadvantages within weeks.

01:42 – You Ask, We Answer: Do chatbots really work on websites?

03:00 – The reality of AI chatbot implementation and customer expectations

04:46 – Pascal's concerns about automation and website mishaps

05:49 – Focusing chatbots on specific website sections, not entire sites

07:27 – Treating AI chatbot setup like hiring a new staff member

09:07 – Website Stories: Google I/O 2025 Conference breakdown

10:13 – Live translation, 3D Google Meet, and new Google features

11:05 – The future of search behaviour and multimodal queries

11:32 – AI Mode: Media-rich search results that bypass websites

12:34 – The coming challenge of zero-click search results

13:36 – Google Search gets only 20 seconds in Google's own conference

14:45 – Why niching down becomes critical for AI discoverability

16:57 – How Google will create graphics about your business automatically

18:20 – The importance of explicit case studies and reviews for AI

20:44 – Website Engine Room: HeyGen for AI avatar video creation

22:25 – Real-world examples: NHS using AI-generated training videos

23:18 – Pascal on Instagram Edits for vertical video creation

24:43 – The rise of vertical video festivals and cinema experiences

26:35 – Website Call To Action: Testing and improving your 404 page

27:37 – Pascal's recommendation: Optimising Google Business Profile

29:15 – Pro tip: Adding FAQs to your Google Business Profile

30:21 – Final reflections on the unprecedented speed of digital change

31:14 – Importance of taking action before gaps become chasms

AI chatbots for websites, website chatbot implementation, AI-powered customer service, Google I/O 2025 recap, AI search mode, multimodal search queries, zero-click search results, website traffic optimisation, Google Business Profile optimisation, 404 page customisation, HeyGen AI video creation, Instagram Edits vertical video, website automation best practices, AI content creation tools, Google search algorithm changes, website user experience optimisation, AI chatbot setup guide, Google E-E-A-T compliance.

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👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a critical question that could save your business thousands: Who actually owns your website after it's built? The discussion reveals the shocking truth about intellectual property rights in web design projects and provides a clear framework for protecting your business interests.

The episode also explores why the "Ostrich Effect" is destroying brand loyalty during tough economic times, examining research from System1's Jon Evans that exposes two dangerous marketing trends plaguing businesses today.

Finally, Jonny and Pascal share powerful automation tools, creative design resources, and actionable website improvements you can implement immediately.

If you're a business owner, marketing director, or anyone responsible for commissioning website projects, this episode could prevent costly mistakes and protect your digital assets.

The surprising truth: Design agencies often retain intellectual property rights unless specifically negotiated otherwise.

• This is not a legal right — it's a contractual arrangement that can be changed
• Key areas to clarify: custom code, design elements, stock images, plugins, and data ownership

What to do: Have an upfront conversation about IP ownership and negotiate licensing agreements

• Ensure you get perpetual licenses for any proprietary solutions the agency wants to retain
• Always verify that stock imagery and video licenses are properly transferred to your business
• Red flag: Never sign contracts without understanding exactly what you're buying vs. what you're licensing

Based on Jon Evans' research from System1 and insights from behavioral experts Roy Sutherland and Scott Galloway:

Two dangerous trends businesses fall into during economic uncertainty:

1. Cutting marketing budgets when times get tough
2. Switching to dull, rational, performance-driven campaigns that bore consumers

The Ostrich Effect: When people encounter guilt-inducing or distressing marketing, they metaphorically "bury their heads in the sand"

The solution: Create content that generates positive emotions, hope, and connection

• Key elements for effective marketing: Dialogue, music, storytelling, real people, and strong sense of place
• Opportunity during downturns: Media costs are often lower, giving you higher share of voice
• Roy Sutherland's advice: Ring-fence 10-15% of budget for testing and experimentation
• Remember: Emotions drive profit — boring, neutral content achieves nothing

Bardeen.ai (Jonny's pick):

• AI-powered workflow automation tool that works within your browser
• Key features: Right-click to send tables to Google Sheets, automate keyword rank checking, bulk content uploads
• Perfect for eliminating repetitive tasks and speeding up data management
• Think of it as: Advanced keyboard shortcuts for your entire workflow
• 
  

Canva Vertical Video Templates (Pascal's pick):

• Recently refreshed and significantly improved social media templates
• Perfect for: Creating professional reels, stories, and LinkedIn video content
• Pro tip: Repurpose your social media videos into longer website stories
• Addresses the common problem of spending more time on social media than website content

Jonny's Call to Action — Cookie Consent Banner Optimisation:

• Critical requirement: Essential for Google Ads and Bing Ads compliance
• The challenge: Make it compliant without being too intrusive
• Creative opportunity: Brand your banner with your colors, personality, and clever copy
• Goal: Get users to click "Allow" to maximise your analytics data
• Move beyond standard compliance wording to tell your brand story

Pascal's Call to Action — Establish Your AI Summary Baseline:

• Action required: Search for your business name and key employees across:
• Search engines: Google, Bing, Yahoo, DuckDuckGo
• AI platforms: ChatGPT, Perplexity, Copilot, Meta AI, Claude
• Document everything: Record what AI summaries currently say about your business
• Why this matters: AI summaries are becoming the new first impression for your brand
• Next phase: Use this baseline to strategically improve how AI platforms represent your business

1. Always clarify IP ownership before starting any website project
2. Don't cut marketing during tough times — it's your biggest opportunity
3. Create emotional connections rather than boring, rational content
4. Automate repetitive tasks to focus on creative, strategic work
5. Monitor your AI presence across all major platforms
6. Make compliance creative — even cookie banners can reflect your brand personality

02:15 – You Ask, We Answer: IP ownership question from client

03:20 – The surprising truth about website IP retention by agencies

05:40 – What does IP ownership actually cover? Code, images, and data

07:25 – How to negotiate licensing agreements and future-proof your project

09:10 – Website Stories: Why the Ostrich Effect is killing your brand

11:30 – Two dangerous trends: Budget cuts and boring advertising

13:45 – The behavioural science behind consumer avoidance

15:20 – Creating positive emotions vs. guilt-inducing marketing

17:10 – Rory Sutherland's insights on standing out during tough times

19:35 – Website Engine Room: Bardeen.ai workflow automation

21:20 – Pascal's pick: Canva's impressive vertical video templates

23:15 – Repurposing social media content for your website

24:40 – Website Call to Action: Cookie consent banner optimisation

26:10 – Pascal's challenge: Establishing your AI summary baseline

28:30 – Searching across major AI platforms for your brand

30:15 – Episode recap and key takeaways

intellectual property web design, website ownership rights, IP licensing agreements, cookie consent banner optimisation, ostrich effect marketing, emotional branding strategies, workflow automation tools, vertical video templates, website compliance requirements, behavioural marketing psychology, content repurposing strategies, search engine AI platforms

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

In this comprehensive episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni address a crucial question from their community about creating customer personas and avatars for website design projects. The discussion explores why most businesses either lack proper customer personas or fail to use them effectively, and provides a practical roadmap for developing these essential marketing tools.

The hosts also examine Universal Search Optimisation (USO) - the evolution beyond traditional SEO that acknowledges how users now search across multiple platforms, from TikTok and ChatGPT to Amazon and podcast platforms.

Additionally, they showcase two innovative tools for enhanced content creation and share immediate website improvements that can boost engagement and conversions.

If you're a UK business owner, marketing manager, or website administrator looking to improve your digital presence and understand your customers better, this episode delivers actionable insights you can implement straight away.

When a website designer requests customer personas or avatars, many business owners feel overwhelmed or admit they've never created them properly. Jonny and Pascal break down the persona development process:

• Start with daily reflection, not formal workshops - observe patterns during client conversations and meetings
• Capture demographic details including sector, seniority level, and decision-making authority
• Document pain points and questions that prospects frequently raise
• Focus on language and communication preferences to improve conversion rates
• Create your own template rather than copying generic persona formats
• Update regularly - personas should be living documents that evolve with your business
• Use personas across all marketing - not just website design but social media, SEO, and content strategy
• Remember the four visitor types: Investigator, Relationship Builder, Dreamer, and Negotiator (from the WebProud methodology)

The key insight: targeted messaging to specific personas increases conversion rates without alienating other customer segments.

Based on Umesh Panchal's analysis for CMSWire, Pascal and Jonny explain why traditional SEO is evolving into Universal Search Optimisation (USO):

The Changing Search Landscape:

• Users now search across multiple platforms, not just Google and Bing
• Jonny's 12-year-old daughter searches on TikTok and Snapchat for school information
• AI platforms like ChatGPT, Perplexity, and Gemini are becoming primary research tools
• Google itself now serves AI summaries, featured snippets, and multimedia results

Where to Focus USO Efforts:

• Traditional search engines: Continue optimising for Google and Bing
• Social media platforms: Instagram, TikTok, Facebook, Pinterest, and LinkedIn
• AI search tools: ChatGPT, Perplexity, Gemini, and other conversational AI
• E-commerce marketplaces: Amazon, Etsy, and sector-specific platforms
• Emerging channels: Podcast platforms, forums, app stores, and digital publications

Implementation Strategy:

• Diversify content formats - combine text, video, audio, and interactive elements
• Structure your data properly for AI and search engine parsing
• Maintain mobile-first design across all content types
• Monitor competitor activity on these alternative platforms
• Include platform-specific behaviour in your customer personas

The core principle remains: create helpful, comprehensive content that serves your audience across whatever platform they prefer to use.

Framer (Jonny's pick):

• Intuitive web design platform for building responsive websites without coding
• Perfect for marketers creating prototypes and landing pages quickly
• Ideal for testing design concepts before full development
• Available at fr.com

Vidify Shopify App (Pascal's pick):

• AI-powered tool that creates product videos from static images
• Upload two product photos from different angles, and AI generates a 20-second transition video
• Enhances e-commerce listings and social media content
• Represents Pascal's philosophy of using AI to enhance existing content rather than create from nothing
• Available through Shopify's app store

Jonny's Website Call to Action:

• Add "New" badges to recent content - simple visual stickers that draw attention to fresh blog posts, products, or services
• Works particularly well for B2B websites that rarely use visual engagement techniques
• Encourages exploration and increases click-through rates on internal content

Pascal's Website Call to Action:

• Audit how you represent your website on social media - many businesses share links without explaining what users will find
• Create a content calendar that highlights different website sections and features
• Move beyond basic "check out our latest blog post" messaging
• Help your social media audience discover parts of your website they may not know exist

The episode touches on several broader trends affecting UK businesses:

• The battle for search dominance between Google's Gemini, Microsoft's Copilot, and independent AI platforms
• Generational differences in search behaviour and platform preferences
• The importance of content diversification in an increasingly fragmented digital landscape
• Integration challenges as businesses try to maintain presence across multiple platforms

Both Jonny and Pascal emphasise that successful website management in 2025 requires thinking beyond traditional metrics and embracing a more holistic approach to digital presence.

01:40 – You Ask We Answer: Customer personas and avatars question

02:50 – Why most businesses struggle with customer personas

04:21 – Pascal's approach: Taking time with avatar development

06:33 – Using personas across all marketing channels

08:03 – The four visitor types from WebProud methodology

09:21 – Website Stories: Universal Search Optimisation article

10:58 – Why users search beyond Google: generational differences

15:11 – Diversifying content for multiple platforms

18:23 – Question from community: "Is AI the death of Google?"

19:30 – Website Engine Room: Framer and Vidify tools

22:39 – AI enhancing existing content vs creating from nothing

25:14 – Jonny's Website Call to Action: Adding "new" badges

27:11 – Pascal's Website Call to Action: Rethink website representation on social media

28:40 – Episode recap and key takeaways

customer personas development, universal search optimisation USO, multi-platform search strategy, customer archetype templates, website design briefs, conversion rate optimisation, target audience research, social media search behaviour, AI search platforms ChatGPT, TikTok search trends, customer journey mapping, website engagement tactics

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni look into website image optimisation for SEO, exploring everything from file naming conventions to compression techniques.

The episode also features Purna Virji's backward design approach to content creation, a strategic framework that flips traditional content planning on its head by starting with desired business outcomes rather than keyword research.

Finally, Jonny and Pascal share two powerful productivity tools for content creators and provide actionable website improvements you can implement immediately.

If you manage a website, create content, or want to improve your site's performance and search rankings, this episode delivers essential insights and practical strategies.

• File Names: Use Pascal's formula "What is it + Who is it from" - replace generic names like "IMG_001.jpeg" with descriptive filenames like "linkedin-event-speaker-pascal-fintoni.jpg"
• Alt Tags: Add descriptive alternative text for screen readers and search engines - essential for Google Images rankings and accessibility
• Compression: Convert to WebP format (26% smaller than PNG) using tools like Squoosh or WordPress plugins to improve page load times

Instead of starting with keyword research, Purna Virji's backward design approach begins with your end goals:

3-Stage Framework:

1. Reflection: Define business outcomes, audience behaviour changes, and optimal content formats
2. Planning: Create a one-page content brief documenting target outcomes, audience questions, and platform preferences before writing
3. Measuring: Track the Four R's - Reach, Reactions, Response, Results

Designify.com (Jonny's pick):

• AI-powered image editing and enhancement platform
• Quickly transforms ordinary photos into professional-quality images
• Offers batch editing capabilities for multiple images
• Free version available with premium upgrade options

Screencastify (Pascal's pick):

• Screen recording tool for creating video messages and tutorials
• Records screen, webcam, or combines both
• Perfect for personalised client communications and educational content
• Great alternative to Dropbox Capture (which is being discontinued)
• Enables creation of "whiteboard Friday" style content for websites

Jonny's Call to Action - Image Compression:

• Audit all website images for file size optimisation
• Convert existing images to WebP format for faster loading
• Use compression tools or plugins to maintain quality whilst reducing file sizes
• Focus on homepage and key service page images that impact user experience

Pascal's Call to Action - Update Lead Magnets:

• Review and refresh all downloadable resources (eBooks, guides, toolkits)
• Research current terminology (consider "playbook" vs "eBook," "how-to guide" vs traditional formats)
• Optimise PDF file names using the "what is it + who is it from" formula
• Update landing page copy to reflect current brand messaging and language
• Re-promote updated resources to existing contacts and new audiences
• Ensure resources are optimised for AI summary inclusion and citations

• Image optimisation remains crucial despite improved internet speeds and streaming capabilities
• Quality content planning starts with business outcomes, not keyword research
• Video content creation doesn't require expensive tools - simple screen recording can add significant value
• Regular audits of existing content and resources can yield immediate SEO and conversion improvements
• File naming conventions impact both SEO performance and professional presentation

01:46 - You Ask We Answer: Image SEO optimisation

04:47 – Google Images traffic and the importance of alt tags

05:38 – Pascal's formula for image file naming: "What is it + Who is it from"

06:35 - Website Stories: Backward design content strategy

08:42 – The three stages: Reflection, Planning, and Measuring

10:03 – Content briefs and thinking about desired outcomes first

14:17 - Website Engine Room: Designify and Screencastify apps

18:30 - Jonny's Call to Action: Compress and optimise website images

21:05 – Pascal's Call to action: Updating lead magnets and free downloads

26:04 – Final thoughts and episode wrap-up

image SEO best practices, alt tags for accessibility, file naming for SEO, backward design website strategy, practical SEO tools, AI video app, compression tools for websites, fast website load times, digital marketing advice, user experience improvements, audience engagement strategies, evergreen lead magnets

👉 Subscribe to the 90-Day Website Mastery Podcast — for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

In this milestone 40th episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni explore practical strategies to make your website work harder for you and reignite your pride in your online presence.

From tackling a logo refresh across the entire web, to persuading leadership teams about the true business value of SEO, through to powerful content creation tools and actionable website tweaks — this episode is packed with insights every business owner and marketer will want to hear.

If you are serious about improving your brand visibility, online authority, and customer engagement, this is an unmissable conversation.

Rebranding goes far beyond swapping a logo on your homepage. Jonny and Pascal share:

• How to plan and prioritise updating your logo across social media, directories, partner sites, and even back-office tools like invoices and email signatures.
• Why you should use your rebrand as a PR opportunity to make an announcement and create buzz.
• Practical tips for avoiding overwhelm by taking a “little and often” approach to updates.
• The importance of consistency across fonts, imagery, and video assets — not just the logo itself.

The hosts review Dan Taylor’s Search Engine Journal article on persuading senior executives to support SEO investments. Key takeaways include:

• Stop reporting only rankings and traffic — link SEO activities directly to revenue and customer acquisition.
• Use roadmaps and visual reports to communicate progress instead of overwhelming stakeholders with technical jargon.
• Apply a PESTLE framework (Political, Economic, Social, Technological, Legal, Environmental) to explain how external factors impact SEO performance.
• Always tie SEO goals to top-level business objectives, whether you’re a solopreneur or part of a larger team.

This week’s recommended apps for busy website managers and content creators:

Jonny’s Pick — Klap (Video Editing)

• AI-powered tool that transforms long-form videos into multiple short, branded clips.
• Ideal for creating engaging content quickly for LinkedIn, Instagram, and TikTok.
• Perfect for repurposing webinars, podcasts, and training sessions.

Pascal’s Pick — Pixlr (Photo Editor)

• AI suite that upscales and sharpens images, rescuing compressed or low-res visuals.
• Helps refresh outdated graphics for websites and social media headers.
• Quick way to modernise your brand assets without expensive reshoots.

Jonny and Pascal leave you with two powerful website tweaks you can implement immediately:

Jonny Ross — Personalised Content

• Use plugins like If-So Dynamic Content Personalization on WordPress to serve tailored content.
• Base personalisation on visitor behaviour, industry, or past engagement to increase relevance and conversions.

Pascal Fintoni — Refresh Your Company Updates

• Avoid audience fatigue by rethinking the layout and style of your company updates or news section.
• Introduce new structures, visuals, or storytelling formats to surprise and re-engage readers.
• Apply the same principle to newsletters and email campaigns to maintain attention.

00:00 Introduction to episode 40 and website mastery podcast

01:30 Podcast format and website management tips overview

02:40 Discussing logo update challenges and strategies

06:30 Updating branding across platforms and internal use

08:30 SEO buy-in: engaging leadership and practical advice

11:40 SEO reporting frameworks and strategic roadmaps

17:40 Website engine room: AI video editing and image upscaling apps

22:00 Website call to action: personalized content and engagement tips

website rebrand tips, brand refresh strategy, C-level SEO strategy, website content personalisation, improving user engagement online, website storytelling tips, repurposing video content, sharpening website images, practical SEO strategies, B2B website optimisation,

👉 Subscribe to the 90-Day Website Mastery Podcast — for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

In this insightful episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle one of the hottest topics facing marketing leaders right now: Can AI-generated content harm your Google search rankings? The discussion dives deep into Google’s E-E-A-T guidelines, the risks and rewards of using AI for content creation, and the specific steps you must take to avoid damaging your website’s authority.

The episode also unpacks Philip Van Dusen's 2025 Content Marketing Strategy, revealing eight crucial mindset shifts that every CMO, Marketing Director, and CEO needs to understand as we head into the next phase of digital marketing. Finally, Jonny and Pascal share two powerful image creation tools, practical website adjustments, and actionable SEO tips you can implement immediately.

If you are responsible for driving growth, visibility, and authority for your brand online — this is an unmissable masterclass.

• Google does not penalise AI content simply for being AI-generated.
• The risk lies in low-quality, thin, repetitive or unhelpful content.
• Follow Google’s E-E-A-T principles: Experience, Expertise, Authoritativeness, Trustworthiness.
• Use AI as an assistant for ideation, outlines, research, and drafts.
• Always humanise, edit and add real value before publishing.
• Audience behaviour (high bounce rate, low engagement) is a much bigger penalty trigger than the technology itself.

Based on Philip Van Dusen’s 2025 Content Marketing Strategy, Jonny and Pascal break down 8 critical changes:

1. Shift from Volume to Value: Prioritise quality, depth, and usefulness over publishing frequency.
2. Create Connection & Community: Build private groups, run live Q&As, and encourage audience interaction.
3. Focus on Customer Journey Content: Craft content for awareness, consideration, and decision stages.
4. Leverage Micro-Content: Repurpose long-form content into multiple bite-size pieces for cross-platform promotion.
5. Tell Stories with Purpose: Use real stories that reflect your brand’s values and impact.
6. Hyper-Personalise Using Data and AI: Combine CRM data with AI for highly tailored content.
7. Use Individual Voices: Showcase real people behind the brand to build trust.
8. Experiment with Interactive Content: Integrate AR, VR, quizzes, and live streaming for deeper engagement.

ClipDrop.co (Jonny’s pick):

• AI-powered image capturing, editing, and enhancement tool.
• Ideal for creating professional graphics quickly and effortlessly.
• Great for marketing managers needing fast-turnaround visuals.

Flair AI (Pascal’s pick):

• Virtual studio for high-end product and service images.
• Allows creative, 3D-style visuals even for B2B or service businesses.
• Excellent for content promotion, event graphics, and e-books.

Jonny’s Call to Action:

• Add Anchor Links to long-form pages.
• Improve navigation, reduce bounce rate, and keep users engaged.

Pascal’s Call to Action:

• Add an Author Information Box to top-performing articles.
• Builds trust, credibility, and authority while improving click-through rates.

00:32 – Intro to AI and website optimisation

02:13 – The truth about AI-generated content and Google penalties

03:53 – Applying Google E-E-A-T principles

05:04 – User behaviour penalties vs. AI penalties

06:04 – How to train AI for your tone, style and audience

09:55 – Recap: AI as an assistant, not a replacement

10:06 – Content Marketing Strategy 2025: Philip Van Dusen’s 8 mindset shifts

17:54 – Deep dive: Quality over quantity & micro-content

19:12 – Website Engine Room: ClipDrop.co & Flair AI tools

22:43 – Website Call To Action: Anchor links & author info boxes

26:52 – Final reflections on using AI responsibly and effectively

AI content and Google penalties, E-E-A-T guidelines, content marketing strategy 2025, website SEO tips, AI tools for content creation, marketing leaders podcast, website optimisation, micro-content strategy, website call to action, digital marketing insights

👉 Subscribe to the 90-Day Website Mastery Podcast — for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

In this highly practical episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle one of the most common questions faced by marketing leaders: How often should I update my website, and does it really help my SEO? They explore the delicate balance between content freshness and quality, and share actionable strategies you can immediately apply to improve your website’s performance.

Jonny and Pascal also discuss Google's latest AI-powered TV announcement from CES 2025, and how emerging AI technology could revolutionise small business marketing. Plus, they reveal two powerful AI tools — Notebook LM and Rytr — that help marketing teams produce high-quality content efficiently.

If you're a Marketing Manager, Marketing Director, CMO or business leader seeking smarter ways to drive organic growth, stay compliant, and build trust with your audience, this episode is packed with insights you can use today.

Jonny and Pascal explain how Google’s algorithm has evolved from rewarding frequent updates to prioritising high-quality, relevant content updates. They outline which parts of your website should be regularly reviewed — from About Us pages to case studies — and why strategic content creation beats quantity.

The hosts analyse Google's AI-powered TV technology and share practical applications for small businesses, including personalising customer journeys, generating blog inspiration, and streamlining content research.

Two standout AI tools are explored:

• Notebook LM (Google): Transform static content into interactive, audio-powered summaries and critiques, perfect for website audits, client research, and content planning.
• Rytr: An AI writing assistant that accelerates copywriting while maintaining SEO quality, ideal for blog posts, product descriptions, and ad copy.

Jonny introduces real-time social proof pop-ups — simple tools that display recent purchases or sign-ups to create trust and urgency for new visitors, ultimately boosting conversion rates.

Pascal explains how outdated privacy policies can impact Google rankings, legal compliance and visitor trust. He also discusses future regulations that may require businesses to declare AI use on websites.

00:17 – 02:08 – Introduction & celebrating WebProud’s launch

02:15 – 07:10 – Does updating your website improve SEO? The truth about content freshness

07:18 – 14:15 – Google’s AI-powered TV and how small businesses can leverage emerging AI

14:28 – 20:57 – AI tools that simplify content creation: Rytr and Notebook LM

21:09 – 26:30 – Website call to action: Implementing social proof pop-ups & reviewing your privacy policy

26:31 – 28:56 – Final reflections, action steps, and additional resources

• 
  
• Notebook LM by Google – notebooklm.google
• Rytr AI Copywriting Tool – rytr.me
• WebProud Book – Available now on Amazon
• 90-Day Website Mastery Programme – 90daymarketingmastery.com

Website SEO, content freshness, AI for marketing, Rytr AI, Notebook LM, Google Gemini, marketing AI tools, social proof pop-ups, website compliance, privacy policy updates, website optimisation, small business marketing UK

👉 Subscribe to the podcast to never miss an episode packed with actionable website and marketing advice.

👉 Leave a review on Apple Podcasts — your feedback helps us grow and serve you better.

👉 Visit 90daymarketingmastery.com to learn more about our Website Mastery Programme and book a discovery call with Jonny or Pascal.

👉 Follow Jonny Ross on LinkedIn and Pascal Fintoni on LinkedIn for daily tips and insights.

Jonny Ross is a digital marketing strategist and co-creator of the 90-Day Website Mastery Programme, helping businesses transform their online presence and drive measurable results.

Pascal Fintoni is a digital marketing trainer and AI consultant, passionate about helping businesses leverage emerging technologies to enhance their marketing efforts.

Episode Summary:

In this episode of the 90 Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni dive deep into actionable strategies for marketing leaders who want to enhance website performance, improve content planning, and stay ahead of SEO changes. Learn how to break out of repetitive company updates, leverage Google's latest Search Console recommendations, use AI-powered tools like Leonardo.ai for visuals, and take simple but powerful actions to improve user experience and lead generation. This is your roadmap to becoming web proud.

[00:18] Why website content feels repetitive (and how to fix it)

[03:10] How to plan company updates with a simple, scalable spreadsheet method

[06:00] Turning social media posts into internal content assets

[07:40] The emotional power of behind-the-scenes updates

[09:10] Google Search Console updates — What marketing leaders need to know

[10:00] Google's AI direction: SEO, Search Console, and Google Trends insights

[12:34] Why Google Search Console remains underutilized by many marketers

[15:00] Google Trends vs. AI summaries: How search behavior is evolving

[19:07] Leonardo.ai — How AI image generation is reshaping website visuals

[23:22] MindMeister — Planning your website structure visually

[24:26] Simple website fixes: Breadcrumb navigation & internal linking

[27:03] Memberships, trade bodies, and trust-building content for B2B websites

Jonny and Pascal share a highly actionable content calendar system that starts with mapping key dates, events, and industry milestones. Learn how to structure updates that blend news, customer stories, and emotional content to keep your audience engaged.

Get practical insights on Google's Search Console Recommendations panel — a powerful but often overlooked tool for non-technical marketing leaders to identify optimization opportunities and boost organic search visibility.

Absolutely. Pascal explains how Google Trends offers real-time insights into changing search behavior, and how AI summaries are beginning to influence search patterns.

Discover Leonardo.ai for text-to-image generation that can produce high-quality, brand-consistent visuals. Pascal and Jonny also discuss how tools like MindMeister can help you map, plan, and future-proof your website structure.

Breadcrumb navigation is a small but powerful feature that boosts user experience and search rankings. Additionally, auditing and properly showcasing trade memberships can enhance credibility, trust, and conversion rates.

• Leonardo.ai — AI-powered image generation for marketers.
• MindMeister — Mind mapping tool for website structure planning.
• Google Search Console — Leverage new recommendations for better SEO.
• Google Trends — Real-time search behavior insights.

• Build content systems that scale — even with small teams.
• Apply the latest Google Search updates to stay competitive.
• Use AI tools effectively without sacrificing brand consistency.
• Improve UX and SEO with simple, overlooked website fixes.
• Build trust and authority through smart membership positioning.

👉 Subscribe to the podcast on Apple, Spotify, or your favorite app.

👉 If you found value, please leave us a review — it helps others discover the show.

👉 Visit 90DayMarketingMastery.com to learn more or to book your discovery call with Jonny or Pascal.

👉 Follow us on LinkedIn for more live episodes, expert insights, and updates.

Jonny Ross is a leading digital strategist, SEO expert, and founder of Fleek Marketing, helping businesses unlock the full commercial potential of their websites.

Pascal Fintoni is a seasoned digital marketing coach and AI trainer, helping companies master the tools, tactics, and thinking required for long-term digital growth.

• website content strategy
• marketing leaders podcast
• SEO updates 2025
• Google Search Console tips
• AI tools for marketers
• Leonardo AI review
• MindMeister for website planning
• breadcrumb navigation SEO
• Google Trends for content marketing
• website lead generation strategies

📢 Struggling to get your team to contribute content? Want to stay ahead with Google’s latest SEO trends? Looking for simple ways to boost website speed? We’ve got you covered!

In Episode 36 of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni dive into practical strategies to engage your team in content creation, reveal the latest Google Search Console & SEO updates, and share must-use tools for website growth and optimisation. Plus, we’ve got exciting news… our book WebProud: The 5-Step Roadmap to Feeling Proud of Your Website Again is now live! 🚀

One of the biggest challenges website managers face is getting their team to contribute to content. Today, we answer:

👉 How do you motivate colleagues to generate blog ideas?

👉 What are the best ways to structure content contributions?

👉 How can you make content creation easy and fun for non-marketers?

Key takeaways:

✅ Conduct 1-on-1 sessions to discover team members' interests and expertise.

✅ Use content templates with structured prompts to simplify blog creation.

✅ Show the impact of their contributions (e.g., website traffic, engagement, or customer feedback).

📌 Try these practical steps and watch your content pipeline grow!

Exciting news! Jonny and Pascal have co-authored a book: WebProud: The 5-Step Roadmap to Feeling Proud of Your Website Again 🎉

Inside the book:

✅ Step 1: Website Health Check – Diagnose key website issues.

✅ Step 2: Build Trust – Essential elements to gain visitor confidence.

✅ Step 3: Attract the Right Visitors – SEO & content marketing strategies.

✅ Step 4: Convert Visitors into Leads – Optimising your website for action.

✅ Step 5: Become WebProud – The ultimate checklist for ongoing success.

📚 Get your copy now: https://www.amazon.co.uk/dp/1068691603

💡 Bonus content includes a 1-year action plan with website improvements you can make every week!

💡 Mailscale.ai – Need to scale email outreach for marketing or sales? Mailscale automates email account creation, letting you generate 50 to 1,000 email accounts in minutes—perfect for outreach without deliverability issues.

💡 PrettyFunnels.com – Struggling with customer journey mapping? Pretty Funnels helps you visualise, plan, and optimise your digital funnels, making it easier to identify website conversion opportunities.

🔥 Top Search Questions Answered:

• How can I automate email accounts for cold outreach?
• What are the best tools for mapping a customer journey?
• How do I create a high-converting website funnel?

🔹 Enable Lazy Loading for Faster Pages

Lazy loading ensures images and content load only when needed, improving page speed and SEO rankings. Depending on your website platform, this might be a simple setting or require developer input.

🔹 Review Your Website To-Do List & Prioritise Quick Wins

Instead of feeling overwhelmed by an endless task list, focus on small but impactful changes that make a real difference. Use our Action Randomizer for instant website improvement ideas.

🎯 Try these now to enhance your site’s performance and user experience!

That’s a wrap for Episode 36! Whether you’re tuning in live or catching up on the podcast, we appreciate you being part of our journey to better websites.

📌 Links & Resources:

• 📚 Get the Book: https://www.amazon.co.uk/dp/1068691603
• 🌍 Visit 90DayMarketingMastery.com for coaching & discovery calls
• 🔗 Connect with Jonny on LinkedIn: Jonny Ross
• 🔗 Connect with Pascal on LinkedIn: Pascal Fintoni

✅ Don’t forget to subscribe, leave a review, and share this episode!

🎙 Listen now & start making your website work for you! 🚀

**Episode Overview: 90 Day Website Mastery Podcast - Episode 36**

**00:18 - Introduction**

- Jonny Ross welcomes listeners to the 36th episode, emphasizing the goal of helping them feel proud of their websites.

**01:35 - Co-host Introduction**

- Pascal Fintoni joins Jonny, sharing that today's episode is inspired by client interactions and questions.

**02:04 - Segment 1: You Ask, We Answer**

- Discussion on how to encourage colleagues to contribute content ideas for blogs.

- Jonny shares his method of conducting one-on-one sessions to uncover staff passions and interests (04:05).

- Pascal suggests organizing meetings to discuss wins across different functions to generate content ideas (05:50).

**08:21 - Segment 2: Website Stories**

- Announcement of Jonny and Pascal's co-authored book titled "WebProud" (09:08).

- Overview of the book's content, including a five-step roadmap to feeling proud of your website (10:37).

- Discussion on the practical elements included in the book, such as checklists and action plans (12:01).

**15:29 - Segment 3: Website Engine Room**

- Jonny recommends MailScale.ai for automating email account creation for cold emailing (15:47).

- Pascal introduces Pretty Funnels as a tool for visualizing customer journeys (17:17).

**20:22 - Segment 4: Website Call to Action**

- Jonny's call to action: Implement lazy loading for faster page speeds (20:32).

- Pascal encourages listeners to prioritize their website to-do lists and focus on impactful actions (22:54).

**24:59 - Episode Recap**

- Summary of key points discussed, including content generation strategies, the launch of "WebProud," recommended tools, and actionable steps for website improvement.

**25:41 - Closing Remarks**

- Jonny and Pascal thank listeners for their engagement and encourage feedback, sharing that the episode is a response to audience questions and concerns.

**26:19 - Episode Wrap-Up**

- Jonny concludes the episode, inviting listeners to visit the website for more information and to book discovery calls.

🚀 Want a faster, more secure website? Wondering how AI is changing SEO? Looking for the best website tools to grow your business? This episode of the 90-Day Website Mastery Podcast has you covered!

Join Jonny Ross & Pascal Fintoni as they dive into website hosting, AI-powered search visibility, and must-have tools to streamline your online presence.

🔹 Shared Hosting vs. Dedicated Hosting – Which One is Right for You?

✔️ The real impact of hosting on your website’s speed, security, and SEO

✔️ How to know if you’re overpaying (or underinvesting!)

✔️ What questions to ask your hosting provider today

🔹 How AI is Changing SEO & What You Need to Do Now

✔️ AI-generated search summaries & their impact on website traffic

✔️ Why Google’s AI Overviews, Chatbots & LLMs are reshaping SEO

✔️ How to optimize your content to stay visible in AI-powered search

🔹 Website Tools of the Week – Save Time & Work Smarter

✔️ Potion: Create AI-powered videos using your own face & voice

✔️ Meta AI: The latest AI assistant from Facebook, Instagram & WhatsApp

🔹 Quick Website Fixes for Higher Conversions

✔️ Jonny’s Tip: Break down your website forms, add trust signals & increase opt-ins

✔️ Pascal’s Advice: Run better AI & content marketing meetings with a simple 6-step agenda

🎧 Listen Now & Take Action:

This episode is packed with SEO insights, website performance hacks, and digital marketing strategies to keep you ahead of the competition.

Some discussions and questions we answered!

Here are 10 discussion questions based on episode 35 of the 90 Day Website Mastery Podcast:

1. What are the key differences between shared hosting and dedicated hosting, and how do these differences impact website performance and SEO?
2. How can small businesses determine whether they need shared or dedicated hosting for their websites?
3. What are some potential drawbacks of using shared hosting, particularly in relation to SEO and website security?
4. In what ways can website owners optimize their sites, regardless of whether they are using shared or dedicated hosting?
5. How do AI-driven search results and summaries affect traditional website traffic, and what strategies can businesses implement to adapt to this change?
6. What are the best practices for creating high-quality, authoritative content that ranks well on both traditional search engines and AI-powered search results?
7. How can businesses effectively use AI tools, such as SendPotion and meta.ai, to enhance their content creation and marketing strategies?
8. What role does behavioral science play in designing effective website forms, and how can businesses improve their conversion rates through form optimization?
9. How can teams structure their content marketing meetings to incorporate AI tools and ensure they are maximizing their content's reach and effectiveness?
10. What are some actionable steps website owners can take right now to improve their online presence and feel more "web proud"?

💬 Got questions? Let us know what you want us to cover next!

📌 Resources & Links:

🔗 Follow Jonny Ross on LinkedIn: Jonny’s Profile

🔗 Connect with Pascal Fintoni: Pascal’s Profile

🔗 Master Your Website in 90 Days: 90-Day Website Mastery Programme

Hit play now and start transforming your website today! 🎙️🔥

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.

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.

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.

🚀 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.

• 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.

🔹 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?

🔗 NotebookLM by Google

🔗 Storylane.io

🔗 TubeBuddy’s YouTube Hype Feature Overview

Welcome to Episode 33 of the 90-Day Website Mastery Podcast, the ultimate resource for business owners, marketing managers, and web professionals looking to transform their online presence! Join hosts Jonny Ross and Pascal Fintoni as they share actionable insights, practical advice, and the latest trends in website strategy.

This week, we dive into:

🎨 Rebranding Your Website

Should you update your website’s colours and design to match your new logo and brand identity? Jonny and Pascal explore the pros and cons of a visual overhaul, how to avoid disrupting your user experience, and why SEO considerations should guide your decisions.

🤖 The Danger of AI in Marketing Copy

We review Kristen Doerer’s insightful article, “Customers Don’t Trust AI, and the Rift Might Be Hurting Business”. Discover why using "AI-powered" in your marketing may actually harm trust and learn how to focus on pain points and value-driven messaging instead.

🔧 Website Tools You Need

• Jonny recommends Google Search Console for identifying low-hanging SEO opportunities, such as optimising content that ranks in positions 15–30 for quick wins.
• Pascal introduces Adobe Firefly, a cutting-edge tool for generating visuals with AI and improving your website’s creative assets.

✅ This Week’s Website Call-to-Action

• Jonny’s Tip: Leverage User-Generated Content (UGC) like testimonials and reviews to boost trust and authenticity.
• Pascal’s Tip: Audit your business on Google Images—update photos and descriptions to ensure they reflect your brand accurately.

• Rebranding? Take an iterative approach and avoid large-scale changes that could impact SEO and user experience.
• AI terminology can deter customers—prioritise value-driven messaging to engage and reassure your audience.
• Small tweaks like optimising for overlooked keywords or adding testimonials can yield significant results.

• 90-Day Website Mastery Program
• Kristen Doerer’s Article on AI
• Google Search Console
• Adobe Firefly

• Jonny Ross on LinkedIn
• Pascal Fintoni on LinkedIn

Chapters:

00:00:16

-

Introduction and Topics Overview

The hosts introduce the podcast and outline the topics for discussion, including rebranding, AI in marketing, and website tools.

00:01:12

-

Rebranding and Website Design

Discussion

on whether to change website design when rebranding, with insights on

consumer trust issues regarding AI in marketing strategies.

00:16:11

-

Website Tools and Recommendations

Hosts

recommend Google Search Console and Adobe Firefly for website

management and discuss building trust with user-generated content.

00:21:41

-

Building Trust with User Content

Advice on utilizing user-generated content to enhance website trust and a summary of key points discussed in the episode.

00:27:21

-

Episode Wrap-Up and Resources

Summary of key points discussed and resources available on the website, concluding the episode.

Welcome to Episode 32 of the 90-Day Website Mastery Podcast, your go-to resource for practical website improvement tips. In this episode, Jonny Ross and Pascal Fintoni dive into mobile-first design, AI-powered commerce, and essential tools for website managers. This episode is packed with actionable insights to help you optimise your website for mobile users and stay ahead in the digital world.

• FAQ: What does "mobile-friendly" really mean? Isn’t it automatic nowadays?
• Surprisingly, no! Many websites still aren’t optimised for mobile. Jonny and Pascal discuss why a mobile-first approach is crucial, including ensuring that designs are tested on mobile before desktop.
• They explain key considerations like creating more space for touch interactions, optimising buttons, and making call-to-actions easily accessible. If your website is difficult to navigate on mobile, you could be losing potential customers.

• FAQ: What is AI-powered commerce search, and why does it matter for my business?
• The hosts explore an insightful article by Ben Davis on the rise of AI-driven search technology. Learn how conversational search is transforming e-commerce by helping customers find exactly what they need, and why it’s essential for small businesses to stay ahead of this trend.
• Jonny stresses the importance of embracing AI tools to improve customer experience and sales.

• Pascal’s Pick: Jitter – Add animations to your website with ease! Perfect for making your content more engaging and user-friendly.
• Jonny’s Pick: FounderPal.ai – Create detailed marketing personas in just 10 seconds. It’s free and incredibly useful for refining your target audience messaging.

• Jonny’s Tip: Start A/B testing! Experiment with landing pages, buttons, and headlines to improve conversions. Even small changes can lead to big results. Tools like Hotjar and Unbounce are great for optimising user experience.
• Pascal’s Tip: Review your best-performing web pages from this time last year. Update your seasonal content and ensure returning visitors feel engaged with fresh, relevant material.

• What does it mean for my website to be mobile-friendly?
• How can AI-powered commerce search help me attract more customers?
• What are some tools to create marketing personas and add animations to my website?
• What is A/B testing and how can it improve my website's performance?

Don’t just listen—take action! Start testing your website’s mobile functionality today, and explore the tools we discussed to enhance your site’s performance.

• FounderPal.ai – User Persona Generator
• Jitter – Website Animations
• AI-Powered Commerce Search Article

Have questions? Want more tips? Connect with Jonny and Pascal on LinkedIn and keep the conversation going:

• Jonny Ross on LinkedIn
• Pascal Fintoni on LinkedIn

Be sure to subscribe, leave a review, and share the 90-Day Website Mastery Podcast with your network. Let’s make your website a tool you’re proud of! 🎙️

#WebDesign #MobileOptimisation #AI #WebsiteMastery

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni break down essential strategies to future-proof your website in the evolving digital landscape. Whether you're managing a small business website or looking to improve your site's performance, this episode is packed with practical tips to make your online presence work harder for you.

In the You Ask, We Answer segment, Jonny and Pascal explain the move towards a cookie-less internet in simple terms. They discuss the shift away from third-party cookies, what it means for your website's privacy and tracking capabilities, and how to adjust your analytics and advertising to stay ahead of the curve.

In the Website Engine Room, Jonny introduces UserWay, a powerful tool that ensures your website complies with digital accessibility standards. Learn how accessibility impacts SEO and why ensuring your website is user-friendly for all visitors can also boost your search engine rankings.

Jonny and Pascal review an insightful article by Rand Fishkin titled "An Anonymous Source Shared Thousands of Leaked Google Search API Documents". In Website Stories, they discuss how these documents confirm the importance of dwell time, internal linking, and page titles—reinforcing what many SEO experts already knew. This is a must-know for anyone looking to improve their site’s visibility on Google.

In the Website Call to Action, Jonny advises on essential security measures every website should implement, including SSL certificates and two-factor authentication (2FA). Discover why security updates are critical for building trust with your visitors and improving your website’s credibility.

Pascal encourages website owners to review and update blog categories to stay relevant in a changing digital landscape. Find out how keeping your content organised with updated categories and tags can improve SEO and attract more traffic to your site.

Key Takeaways:

• What is a Cookie-less Internet? Understanding the shift and how to prepare your website for it.
• Website Accessibility: Tools like UserWay make it easier to implement accessibility features.
• Google Search API Leaks: Important SEO takeaways from Rand Fishkin’s analysis.
• Website Security: The must-have security features that build trust and credibility with your users.
• Content Categories: Why updating your blog’s content categories can lead to higher SEO rankings and better engagement.

• UserWay - Digital Accessibility Tool
• ChatPDF - AI-powered PDF Curation
• Rand Fishkin's Article on Leaked Google API Docs

Call to Action:

Looking to master your website in 90 days? Visit 90DayMarketingMastery.com to book a discovery call with Jonny or Pascal. Subscribe to the podcast for more insights, and don't forget to share your questions for future episodes!

Connect with Jonny and Pascal on LinkedIn for more updates:

• Jonny Ross on LinkedIn
• Pascal Fintoni on LinkedIn

Welcome to the 90-Day Website Mastery Podcast, the essential guide to boosting your website's performance and reigniting pride in your online presence. Hosted by Jonny Ross and Pascal Fintoni, this podcast complements our 90-Day Website Mastery Programme by providing actionable tips and expert advice. In our 30th episode, we dive into AI-driven strategies, off-page SEO tactics, and much more.

Segment 1: You Ask, We Answer

• Question: Can AI help me with my SEO campaign? Do you have any tips for using ChatGPT or Google Gemini to optimise my website content? (Part 2)
• Answer: Jonny and Pascal explore how AI tools like ChatGPT and Google Gemini can enhance off-page SEO. Learn about AI-assisted link-building, content creation, and more to improve your online reputation and trustworthiness.

Segment 2: Website Stories

• Recap Special:
• Jonny Ross: Key insights from the Intuit Mailchimp Conference in London on 13 June 2024.
• Pascal Fintoni: Highlights from the AI Solutions for SMEs Success Conference in Durham on 20 June 2024.
• Discussion: Jonny and Pascal share their experiences and lessons learned from these conferences, emphasizing the importance of customer-centric marketing, AI integration, and multi-channel strategies.

Segment 3: The Website Engine Room

• Featured Tools:
• Jonny Ross: TidyCal – An alternative to Calendly that simplifies calendar management and meeting bookings, integrates with Zoom and Stripe, and offers a user-friendly experience at a lower cost.
• Pascal Fintoni: AI Test Kitchen by Google – Experiment with MusicFX, ImageFX, and the upcoming VideoFX tools to enhance your media content and brief AI assistants effectively.
• Benefits: Discover how these tools can streamline your workflow, enhance productivity, and improve your website management.

Segment 4: The Website Call To Action

• Jonny Ross: Integrate engaging video content into your service and product pages to boost user interaction and dwell time.
• Pascal Fintoni: Improve website accessibility by creating audio and video summaries of your best-performing articles using AI. Embed these multimedia versions to enhance user experience and engagement.

Enhance your website’s performance by listening to Episode 30. Stay updated on the latest tools, trends, and techniques in digital marketing and website mastery.

Connect with Us:

• Jonny Ross on LinkedIn
• Pascal Fintoni on LinkedIn
• 90-Day Website Mastery Programme

Subscribe to the 90-Day Website Mastery Podcast on Apple Podcasts to stay ahead in the digital landscape. Don’t miss out on future episodes packed with insights and actionable tips!

00:00:15

-

Introduction to 90 Day Website Mastery Podcast

Introduction

to the 30th episode of the 90 Day Website Mastery Podcast, expressing

gratitude to the audience and sharing the purpose of the podcast.

Exploring Strategies for Website Optimization

00:01:09

-

Exploring Strategies for Website Optimization

Discussion

on strategies to make websites work harder and reignite pride in online

presence, including segments on on-page and off-page optimization.

Off-Page Optimization and Link Building

00:03:02

-

Off-Page Optimization and Link Building

Discussion

on off-page optimization, link building, and the use of AI to aid in

the research phase of link building. Link Building and Online PR

00:04:23

-

Link Building and Online PR

Exploration

of link building as a form of online PR and the use of AI to analyze

competitors and identify backlink opportunities. Online Reputation

Management

00:06:12

-

Online Reputation Management

Discussion

on the shift from link building to online reputation management and the

importance of finding relevant websites for backlink opportunities.

AI-Assisted Brainstorming for Offsite SEO

00:08:45

-

AI-Assisted Brainstorming for Offsite SEO

Exploration

of using AI for brainstorming, content analysis, and relationship

building in offsite SEO strategies. AI for Offsite SEO Coaching and

Research

00:09:57

-

AI for Offsite SEO Coaching and Research

Discussion

on using AI to facilitate coaching sessions, research, and content

optimization for offsite SEO. AI Ethics and Governance

00:18:02

-

AI Ethics and Governance

Presentation

on the ethical use of AI, empowerment, engagement, enhancement,

optimization, and transformation in business functions. AI for Blogging

and Social Media Campaigns

00:20:37

-

AI for Blogging and Social Media Campaigns

Discussion

on using AI for blogging, social media campaigns, and the ethical

considerations of AI-produced content. Website Engine Room: TidyCal and

AI Test Kitchen

00:26:30

-

Website Engine Room: TidyCal and AI Test Kitchen

Recommendation

of TidyCal as a calendar management tool and the use of the AI Test

Kitchen for learning AI briefing skills. Website Call to Action: Video

Content Integration

00:29:04

-

Website Call to Action: Video Content Integration

Recommendation

to integrate engaging video content into service and product pages to

boost interaction and increase dwell time. The Power of Accessibility

00:30:09

-

The Power of Accessibility

A

remarkable encounter with a blind participant highlights the importance

of accessibility on the internet and websites. Creating Media

Experiences for All Visitors

00:31:00

-

Creating Media Experiences for All Visitors

Using

AI to create written summaries, convert them into audio and video

versions, and embed them into articles to enhance the media experience

for all visitors. Enhancing Accessibility with Audio Summaries

00:31:53

-

Enhancing Accessibility with Audio Summaries

The

benefits of audio summaries for those who are unable to read, visually

impaired, or prefer audio content, and a teaser for a...

Welcome to another inspiring episode of The Jonny Ross Fractional CMO podcast! In this episode, Jonny Ross sits down with Sandy Domingos-Shipley, a renowned business strategist and author of the enlightening book "How to Build a World-Class Business One Brick at a Time."

With over 20 years of experience, Sandy shares her journey from Canada to the UK, her career development, and the valuable insights she has gathered along the way. Discover actionable strategies on customer focus, leadership, efficient business processes, and effective marketing that you can implement to elevate your business.

In This Episode, You Will Learn:

• Customer Focus:
• Why aligning your business strategy with customer needs is crucial.
• Practical steps to embed a customer-centric culture in your business.
• Leadership:
• Strategies for creating effective leadership within an organization.
• The importance of setting realistic and measurable goals.
• Marketing Strategy:
• Key elements of an effective marketing strategy.
• The role of market research and SMART goals in targeting the right audience.
• Building Strategic Partnerships:
• How to form and nurture partnerships that enhance your business reach.
• Real-life examples of successful collaborations.
• Technology and Automation:
• Leveraging technology to streamline operations.
• The benefits and challenges of implementing marketing automation.

Quotes from the Episode:

• "Aligning your business strategies with customer needs is crucial for sustainable growth." – Sandy Domingos-Shipley
• "Effective leadership sets the direction and inspires the entire team to achieve business goals." – Sandy Domingos-Shipley

Listen and Be Inspired:

• Learn how Sandy's innovative use of Post-it notes evolved into the structure of her book.
• Understand the importance of storytelling in change management and marketing.
• Hear about Sandy’s dyslexia diagnosis and how it influenced her career and parenting approach.

Key Takeaways:

1. Focus on Top Priorities: Identify and concentrate on the top three areas that need attention in your business.
2. Employee Engagement: Collaborate with your staff and bring them along in the journey.
3. Self-Reflection: Regularly assess your leadership style and its impact on your team.
4. Effective Communication: Understand the diverse ways people process information and adapt your communication accordingly.

Upcoming Projects:

Sandy is planning to offer workshops to help businesses implement the principles from her book. These hands-on sessions will provide personalised guidance and practical solutions.

Where to Find the Book:

• Purchase on any Amazon platform.
• For a signed copy, visit Sandy's website. https://www.thesystemslink.com/

Links and Resources:

• Sandy Domingos-Shipley's Book: How to Build a World-Class Business One Brick at a Time
• Jonny Ross’s Website: https://jonnyross.com
• Connect with Jonny on LinkedIn: https://www.linkedin.com/in/jonnyross/
• Follow Jonny on Twitter: https://twitter.com/jonnyross
• Fleek Marketing: https://fleek.marketing

Subscribe, Rate, and Review:

If you enjoyed this episode, please subscribe, rate, and review us on Apple Podcasts. Your support helps us reach more listeners and share valuable insights from experts like Sandy.

Join Us:

Don't miss our next episode, where we continue to bring you stories, tips, and strategies from inspirational business leaders.

00:00:12

Introduction and Guest Introduction

Introduction to the podcast and introduction of the guest, Sandy Dominguez Shipley. Remembering Rob Burrow - A moment of acknowledgment for the passing of Rob Burrow, a rugby league legend, and the impact on the rugby community. Sandy's Inspiration from Rob Burrow - Sandy shares her admiration for Rob Burrow's fighting spirit and determination to make a difference despite his illness. Sandy's Journey and Book Introduction - Introduction to Sandy's background, her bold move to the UK, and the discussion about her new book, 'How to Build a World Class Business 1 Brick at a Time.'

00:03:35

Sandy's Career Journey and Struggles

Sandy shares her career journey, struggles with dyslexia, and her determination to succeed despite challenges. Starting a Business and Networking - Sandy talks about starting her business, the importance of networking, and the power of personal connections in business growth. Implementing Quality Management System - Sandy discusses her experience with ISO 9001 quality management system and its impact on building a world-class business. Using Lego as a Framework - Sandy explains the concept of using Lego as a metaphor for implementing business frameworks and the importance of purpose-driven business practices. Discovering the Power of Purpose - Sandy shares her realization of the power of purpose in business and the impact of having a clear vision, values, and mission. The Importance of People in Business - Sandy emphasizes the significance of people in business, the value of showing personality, and the need for purpose-driven work environments. Writing the Book and Using Post-it Notes - Sandy shares her journey of writing the book, using post-it notes as a tool for organizing ideas, and the influence on the book's structure.

00:15:49

Customer Focus and Business Strategy

Sandy discusses the importance of aligning business strategy with customer needs and practical steps for achieving customer-centric business culture. Creating Effective Leadership - Sandy shares strategies for creating effective leadership within an organization, including communication, goal setting, and training for newly promoted managers. Key Elements of an Effective Marketing Strategy - Sandy outlines key elements of an effective marketing strategy, including market research, smart goals, and strategic partnerships. Impact of Leadership Chapter - Reflections from MDs on the leadership chapter, highlighting the importance of focusing on people and culture in addition to business growth. Leadership and Self-Reflection - Discussion on the importance of self-awareness and reflection for effective leadership. The Power of Storytelling in Change Management - Exploring the role of storytelling in facilitating change and overcoming resistance to change. Key Takeaways and Future Plans - Key takeaways from the book and the author's plans for guiding businesses through the principles discussed in the book.

Welcome to Episode 29 of the 90 Day Website Mastery Podcast! In this episode, Jonny Ross and Pascal Fintoni dive deep into how AI is revolutionizing SEO, providing practical tips and tools to help you optimize your website effectively. Whether you're a seasoned website manager or just starting, this episode is packed with valuable insights to enhance your online presence.

00:16 - 00:45 | Introduction

Jonny Ross introduces Episode 29, highlighting the importance of making your website work harder and reigniting pride in your online presence. Co-host Pascal Fintoni previews the packed content ahead, emphasizing AI's growing role in SEO.

00:57 - 01:27 | Segment Overview

Jonny and Pascal outline the four key segments of this episode: You Ask, We Answer; Website Stories; The Website Engine Room; and The Website Call to Action. They also introduce the Action Randomizer tool available on their website.

02:01 - 06:58

Pascal and Jonny discuss how AI tools like ChatGPT and Google Gemini can transform your on-page SEO. They cover everything from keyword research and content analysis to audience targeting and technical SEO improvements.

10:46 - 17:02

Pascal reviews an insightful article from Entrepreneur.com by Sherin Shibu on the winning formula for starting a successful podcast. They discuss key takeaways, such as the ideal podcast length, the importance of having multiple hosts, and engaging your audience with new information and perspectives.

18:23 - 21:22

Jonny shares his latest find, Transcript LOL, an AI-powered transcription service perfect for podcasters and content creators. Pascal introduces Consensus.app, a tool that aggregates expert quotes and citations, enhancing your content's credibility.

24:06 - 27:54

Jonny advises implementing a Content Delivery Network (CDN) to improve your website's speed globally, enhancing user experience and SEO. Pascal emphasizes the importance of internal communication, recommending regular meetings with sales and customer service teams to align website content with business goals.

Jonny and Pascal recap the key points discussed, emphasizing AI's impact on SEO, the essentials of successful podcasting, and practical tools for website management. They encourage listeners to visit 90daymarketingmastery.com for more resources and to try out the Action Randomizer.

• Jonny Ross on LinkedIn
• Pascal Fintoni on LinkedIn

Subscribe to the 90-Day Website Mastery Podcast on Apple Podcasts and stay ahead in the digital game!

Please leave a review and let us know what you think of the show. Your feedback helps us improve and reach more listeners.

Join Jonny Ross and Pascal Fintoni in Episode 28 of the 90 Day Website Mastery Podcast as they dive deep into the future of SEO in the age of AI. With insights from the recent Google I/O conference, this episode is packed with valuable advice on how AI-driven search results will impact your website and what you can do to stay ahead.

1. You Ask, We Answer:

• Listener Question: "Will AI summaries in Google Search results be a problem for SEO?"
• Jonny and Pascal discuss the implications of AI-driven search experiences for users and marketers, exploring how these changes could reshape SEO strategies.

2. Website Stories:

• Featured Story: Website Call To Action Randomizer
• Discover a fun, interactive tool designed to give you actionable website improvements, helping you feel proud of your site once again.

3. The Website Engine Room:

• Pascal's Pick: Snipcast.io – Your AI assistant for summarizing podcast episodes, making content consumption easier and more efficient.
• Jonny's Pick: Boost Spaces – A powerful tool for connecting and synchronizing over 1800 apps, streamlining your data management and automation processes without coding.

4. The Website Call To Action:

• Jonny's Advice: Implement dynamic FAQ sections with accordion dropdowns to improve user experience and reduce support queries.
• Pascal's Tip: Repurpose your best social media content into enhanced 'Best Of Social' roundup articles using AI to drive more engagement and value from your posts.

Don’t miss out on this insightful episode where Jonny and Pascal unpack the latest trends from Google I/O and provide actionable tips to optimize your website for the AI-driven future. Listen to Episode 28 of the 90 Day Website Mastery Podcast today!

• Subscribe to the 90 Day Website Mastery Podcast on your favorite platform.
• Connect with us on LinkedIn:
• Jonny Ross
• Pascal Fintoni

For more details and to join the 90 Day Website Mastery Programme, visit 90 Day Marketing Mastery.

• Try our new Website Call To Action Randomizer at 90daymarketingmastery.com/roll-the-dice.

Transform your website into a powerful business tool with our expert advice and innovative solutions. See you there!

00:00:16

Introduction to Episode 28 - Introduction to the 90 day website mastery program and a preview of the topics to be discussed in this episode, including the Google I.O. Conference.

Introduction to the 9th day website mastery program and a preview of the topics to be discussed in this episode, including the Google I.O. Conference.

00:01:15

-

Segments of the 90 Day Website Mastery Podcast - Overview of the 4 segments of the 90 Day Website Mastery podcast, including 'You Ask, We Answer', 'Website Stories', 'Website Engine Room', and 'Website Call to Action'.

Overview of the 4 segments of the 90 Day Website Mastery podcast, including 'You Ask, We Answer', 'Website Stories', 'Website Engine Room', and 'Website Call to Action'.

00:02:02

-

Reflections on the Google I.O. Conference - Discussion about the Google I.O. Conference, the future of Google search results, and the impact of AI on search engine optimization.

Discussion about the Google I.O. Conference, the future of Google search results, and the impact of AI on search engine optimization.

00:03:17

-

AI Summaries and Search Results - Exploration of Google's use of AI to generate summaries in search results, potential impact on website traffic, and the implications for search engine optimization.

Exploration of Google's use of AI to generate summaries in search results, potential impact on website traffic, and the implications for search engine optimization.

00:08:17

-

Impact of AI on Productivity Tools - Discussion on the impact of AI on productivity tools such as Gmail, Google Docs, and expense form automation.

Discussion on the impact of AI on productivity tools such as Gmail, Google Docs, and expense form automation.

00:18:11

-

Boost Spaces App Recommendation - Introduction to the Boost Spaces app, a web app for data consolidation, synchronization, and automation of processes.

Introduction to the Boost Spaces app, a web app for data consolidation, synchronization, and automation of processes.

00:22:29

-

Introduction to Snipcast.io - Introduction to Snipcast.io, a tool for creating summaries and key takeaways from podcasts and YouTube videos.

Introduction to Snipcast.io, a tool for creating summaries and key takeaways from podcasts and YouTube videos.

00:24:23

-

Website Call to Action: Dynamic FAQs - Recommendation to use dynamic FAQs with accordion drop-downs to answer people's questions and enhance the user experience.

Recommendation to use dynamic FAQs with accordion drop-downs to answer people's questions and enhance the user experience.

00:27:16

-

Website Call to Action: Enhanced Best of Social Roundup - Recommendation to use AI to create an enhanced best of social roundup from social media posts, repurposing the content for the website.

Recommendation to use AI to create an enhanced best of social roundup from social media posts, repurposing the content for the website.

00:30:16

Introduction to Future-Ready Branding

Welcome to this enlightening episode of Jonny Ross Fractional CMO, where we dive deep with Mitch Duckler, author and branding expert, into what it takes to build a brand that not only survives but thrives in the future. Discover cutting-edge insights straight from the minds of the world's top CMOs.

What is a Future-Ready Brand?

Learn from Mitch about the essential characteristics that define a future-ready brand. We discuss the importance of integrating purpose with business goals and how this synergy can drive a brand forward amidst rapid technological and societal changes.

Emerging Technologies in Branding

Mitch shares his expert insights on how emerging technologies like artificial intelligence, the Metaverse, and augmented reality are transforming the branding landscape. Understand how these technologies can personalize customer experiences and redefine engagement.

Purpose-Driven Branding: Beyond the Buzzword

Hear Mitch debunk the myths of purpose-washing and explain how genuine purpose-driven branding can be implemented effectively. Learn how to align your brand authentically with societal values without falling into the trap of superficial branding tactics.

CMO Insights: Navigating Brand Challenges

Mitch discusses his interactions with 43 CMOs from global giants like McDonald's, PepsiCo, and BMW. Uncover common themes and innovative strategies these leading marketers are employing to tackle today's branding challenges.

AI and Marketing: Risks and Rewards

Explore the dual-edged sword of AI in marketing as Mitch elaborates on both the opportunities and the pitfalls. From enhancing customer segmentation to the risks of data privacy, get a balanced view on how AI is reshaping marketing departments across industries.

Gen Z and the New Market Dynamics

Understand the impact of Gen Z on current marketing strategies. Mitch explains the 'me vs. we' dynamic of Gen Z and how brands can effectively engage with this influential demographic without compromising their core values.

Conclusion and Call to Action

We wrap up with key takeaways from Mitch Duckler on making your brand resilient and adaptable for the future. Mitch also shares where listeners can find more about his work and his latest book, 'The Future-Ready Brand.'

Where to Find Mitch Duckler

Connect with Mitch through his official site at https://fullsurge.com, follow him on LinkedIn, or check out his TEDx talk "Discover Your Differentiator". For deeper insights, pick up a copy of 'The Future-Ready Brand' available at major book retailers.

Engage with Us

Loved this episode? Have thoughts or questions about future-ready branding? Join the conversation on our social media channels or leave us a review on Apple Podcasts. We love hearing from you!

Subscribe and Stay Updated

Don’t miss out on our upcoming episodes with more thought leaders like Mitch Duckler. Subscribe to Jonny Ross Fractional CMO on Apple Podcasts and stay at the forefront of marketing and branding innovations.

Topics:

Future Ready Brand

Purpose in Branding

CMOs Insights

Emerging Technologies

AI in Marketing

Privacy Concerns

Compliance and Legal

data privacy and regulation

generative AI

content marketing

creativity

emotion

human touch

branding

societal implications

purpose

Gen Z

technology

emerging technologies

marketing

authenticity

transparency

connection

experience

sub brands

portfolio

profit

triple bottom line

people

planet

sustainability

green movement

Purpose-driven marketing

Hyper-personalization

Online and offline integration

Experiential marketing

Extended reality technologies

Content generation and marketing

AI-generated content

ChatGPT

systemic biases

data integrity

hallucinations

short form content

long form content

social media

human talent

creativity

emotions

experimenting with emerging technologies

surrendering control to consumers

influencer marketing

brand protection

future ready brand book

contact information

pre-order

fantastic information

Mitch

Jonny Ross Fractional CMO

watching

listening

Welcome to Episode 27 of the Website Mastery Podcast!

Hosted by digital marketing gurus Jonny Ross and Pascal Fintoni, this episode is packed with actionable tips and valuable insights designed to elevate your website's performance and enhance your personal brand. Whether you're tuning in live or catching up later, we're thrilled to have you join us!

Jonny and Pascal kick off the episode by tackling a listener-submitted question about the pros and cons of using personal names as domain names. This discussion is crucial for anyone considering how to best use their personal brand for business advantage.

Key Takeaways:

• Understand when to use your personal name for better branding.
• Learn the impact of personal domains on future business scalability.

In response to "13 Things To Remove From Your Website Immediately" by Andy Crestodina, Jonny and Pascal share their perspectives on outdated website elements that could be hurting your user experience.

Key Takeaways:

• Discover specific website features that should be eliminated to improve clarity and user engagement.
• Hear expert opinions on common website mistakes and how to avoid them.

Explore indispensable tools that can revolutionize the way you manage and create content for your website. This segment introduces Cloudflare for enhanced security and Emojis Wiki for effective communication through visuals.

Key Takeaways:

• Learn about tools that can protect and accelerate your site.
• Get tips on using emojis correctly to enhance rather than confuse your message.

Jonny advises on implementing schema markup to boost SEO, while Pascal emphasizes the importance of refreshing your FAQs with visual storytelling to make your site more engaging and informative.

Key Takeaways:

• Steps to implement schema markup for better search engine recognition.
• Strategies to update your FAQs to address newer customer inquiries effectively.

Why Tune In?

• Practical advice: From optimizing your personal brand to enhancing website security and performance.
• Expert insights: Benefit from Jonny and Pascal's extensive experience in digital marketing.
• Interactive discussion: Engage with the co-hosts live and get your questions answered.

Join us for this information-packed episode to transform your website into a more effective tool for your business. For more insights and to join our community, visit 90daymarketingmastery.com and follow us for the latest updates and expert advice.

Chapters:

00:00:16 - Introduction - Introduction to the Website Mastery Podcast series, live streaming platforms, and the 90-day website mastery program.

Discussion on the importance of personal branding and domain name choices for businesses, including the pros and cons of using a personal brand name in the domain.

00:09:38 - Website Stories - Review and analysis of a video by Orbit Media on 13 things to remove from a website immediately, including a selection of 3 key points from the video.

Recommendation of CloudFlare for website performance, security, and SEO optimization, highlighting its benefits and ease of use.

00:23:42 - Website Call to Action - Discussion on the importance of schema markup implementation for search engine optimization and the review and refresh of FAQ sections on websites with a focus on visual storytelling.

Recap of the key topics covered in the episode and a call to action for viewers to use the episode as an agenda for their next website meeting.

Welcome to Episode 26 of the 90-Day Website Mastery Podcast! Jonny Ross and Pascal Fintoni are back with another engaging episode packed with expert insights and actionable advice for website owners and content creators.

🔹 Segment Breakdown:

• You Ask, We Answer: Tackling blogger burnout and content repetition. Feel like you're on repeat with your blog posts? Jonny and Pascal discuss strategies to keep your content fresh and engaging.
• Website Stories: Unveiling 'The Ultimate Website Toolkit' - a comprehensive guide featuring 50 essential tools to enhance your website. Dive into the creation and curation process behind this invaluable resource.
• The Website Engine Room: Discover tools that transform your approach to SEO and content creation. Jonny introduces SpyFu for competitor analysis, while Pascal shares a revolutionary content outline generator to streamline your content planning.
• Website Call to Action: Immediate steps to optimize your website, focusing on color scheme adjustments for improved accessibility and user comfort, and revisiting your website’s to-do list to prioritize impactful changes.

🔹 Key Takeaways:

• Understand the importance of revitalizing your blogging strategy to maintain engagement and relevance.
• Explore practical tools that simplify and enhance your website management and content creation efforts.
• Learn how small tweaks, like optimizing color schemes and tackling key website tasks, can significantly enhance user experience and SEO.

🔹 Episode Highlights:

• Insightful discussions on overcoming content fatigue and the importance of continual learning and adaptation in digital content creation.
• An in-depth look at 'The Ultimate Website Toolkit', discussing each tool’s role in building a proud and efficient website.
• Practical advice on how to apply these tools directly to your website management practices for immediate results.

🔹 Action Steps:

• Consider the tools discussed in this episode to address specific challenges on your website.
• Reflect on your content strategy to ensure it remains fresh and engaging for your audience.
• Implement the recommended color scheme optimization to enhance accessibility and user interaction on your site.

🔹 Join Us Live:

Catch the excitement and learn directly from the experts by joining us for the live podcast sessions! Your input can drive our content, helping us address your specific challenges and interests in upcoming episodes.

🔹 Connect with Us:

Have questions or need personalized advice? Book a discovery call with Jonny or Pascal at 90daymarketingmastery.com, and let us help you make your website a success!

Don’t forget to download 'The Ultimate Website Toolkit' from the show notes and check out how these 50 tools can transform your website management experience.

👋 See you in the next episode for more insights and actionable tips. Keep enhancing your web presence and driving towards digital excellence!

Chapters:

00:00:16 - Introduction to 90-Day Website Mastery Program

Introduction to the 90-Day Website Mastery Program, including the live broadcast on various platforms, the format of the show, and the segments included in each episode.

00:01:34 -Reclaiming Your Online Space

Discussion on the importance of reclaiming your online space, reflecting on the website experience, and making practical adjustments for online visitors.

00:02:34 - The Importance of Blogging

Insights into the importance of blogging, addressing the feeling of repetition, and the value of blogging for business processes and engagement.

00:04:16 - Understanding the Essence of Blogging

Discussion on the essence of blogging, including the types of content typically found in a blog and the importance of redefining the term 'blog'.

00:05:39 - Content Creation and Repurposing

Exploration of content creation for internal purposes, challenges in content creation, and the concept of upcycling and repurposing content.

00:06:32 - The Evolution of Blogging

Discussion on the evolution of blogging, the shift in content formats, and the importance of adapting to changes in content creation.

00:07:36 - Revitalizing Your Blog

Insights into revitalizing blog content, the impact of dark mode on website design, and the significance of color scheme optimization for accessibility and user experience.

00:11:46 - The Ultimate Website Toolkit, Volume 1

Launch of the Ultimate Website Toolkit, Volume 1, featuring 50 handpicked tools to improve website management and performance.

00:17:20 - Website Engine Room: SpyFu.com

Introduction to SpyFu.com, a tool for analyzing competitors' SEO strategies and refining SEO and pay-per-click campaigns.

00:19:14 - Website Engine Room: Content Outline Generator

Introduction to a content outline generator tool for creating article outlines using AI technology and keyword input.

00:22:07 - Website Call to Action: Color Scheme Optimization

Call to action for color scheme optimization, focusing on accessibility, dark mode, and the impact of color schemes on user experience.

00:25:58 - Website Call to Action: The Ultimate Website Toolkit

Encouragement to download the Ultimate Website Toolkit, Volume 1, and use the tools to address top website action items and challenges.

00:27:09 - Closing Remarks and Future Engagement

Closing remarks, invitation for audience feedback, and anticipation for future episodes and engagement.

🚀 Episode Overview:

Join Jonny Ross and Pascal Fintoni for a deep dive into effective website strategies and the latest in SEO for 2024. This episode covers practical tips on social media linking, the importance of SEO, and the tools every website manager needs.

📌 Episode Highlights:

1. Welcome & Introduction

• Hosts: Jonny Ross & Pascal Fintoni
• Focus: Enhancing your website's impact and pride in your digital presence.

1. You Ask, We Answer

• Topic: Do social media platforms penalize links to external websites?
• Insight: Jonny and Pascal debunk myths and discuss strategies to use social media effectively without harming your site's traffic.

1. Website Stories

• Feature: Review of "5 SEO Strategies to Embrace in 2024" by Chitra Iyer on CMSWire.
• Discussion: Trends in SEO that emphasize user intent, multi-platform strategy, and the shift from keywords to comprehensive digital presence.

1. The Website Engine Room

• Tools Highlighted:Jonny’s Pick: Linked Helper - Enhances LinkedIn activity through automation.
• Pascal’s Recommendation: EmbedResponsively.com - Ensures videos are displayed optimally on all devices.

1. The Website Call to Action

• Jonny’s Tip: Implement AI chatbots to improve real-time interaction on your site.
• Pascal’s Advice: Pre-plan content for industry events to ensure timely and relevant updates.

🔗 Useful Links:

• Read the featured SEO article
• Try EmbedResponsively.com
• Explore Linked Helper

📅 What’s Next:

Stay tuned for the next episode where we will unveil a special announcement in our Website Engine Room segment! Visit 90daymarketingmastery.com for more information and to book your discovery call.

📬 Get Involved:

Implement the tips from today’s episode and share your results with us for a chance to be featured on the show!

👋 Parting Note:

Enjoy a creative montage as you jot down your action steps from today's insights. Don’t forget to follow or subscribe for more valuable episodes!

00:00:16

-

Introduction

Introduction to episode 25 of the 90-day website mastery podcast and discussion about the purpose of the podcast.

00:03:15

-

You Ask, We Answer

Discussion

about the relationship between social media, websites, and YouTube. The

impact of sharing website links on social media posts and the behavior

of users in interacting with posts.

00:10:25

-

Website Stories

Discussion

of an article about 5 SEO strategies to embrace in 2024. The evolving

role of search engine optimization and its impact on audience intent and

content ecosystems.

00:19:16

-

Website Engine Room

Recommendations

for using Linked Helper to automate tasks on LinkedIn and

embedresponsively.com to create responsive videos for websites.

00:24:35

-

Website Call to Action

Recommendation

to research and implement an AI chatbot on websites to enhance

engagement and responsiveness. Also, the importance of preparing for

industry events to create seamless event roundups.

00:30:11

-

Discovery Call Booking

Information on booking a discovery call with the hosts.

00:30:38

-

Engagement Request

Encouragement to engage by sharing and subscribing.

00:30:55

-

Audience Engagement

Importance of audience engagement and call to action.

00:31:30

-

Closing Remarks

Farewell and announcement of a fun video and audio montage.

Welcome to Episode 24 of the '90 Day Website Mastery Podcast' — the audio companion that walks hand-in-hand with the 90-Day Website Mastery Program, where we share actionable advice and insights for you to take pride in your online presence!

🎙️ Segments Overview:

1. You Ask, We Answer:

• The Big Question: Should you share your fees and prices on your website?
• The Insight: Jonny and Pascal weigh in on this emotionally charged topic, discussing the impact of transparency versus strategic pricing. They share their takes on the delicate balance of revealing costs and adding value to services without presenting just the numbers.

1. Website Stories:

• Topic of Discussion: Google’s ‘Circle to Search’ feature.
• The Impression: The co-hosts dissect Google's innovative search method that uses touchscreen capabilities to interact with images for instant search results. They mull over the potential this has for business owners in marketing their products and services more interactively.

1. The Website Engine Room:

• Tools to Enhance Your Website:Pascal introduces SimilarWeb, a platform for website analysis and discovering new web spaces.
• Jonny recommends Typeform for building interactive and beautiful forms, surveys, and quizzes to engage audiences and collect data efficiently.

1. The Website Call to Action:

• Immediate Actions for Improvement:Jonny suggests adding related content to pages for increased engagement and SEO benefits.
• Pascal urges a reevaluation of the ‘Contact Us’ page design to enhance user experience and conversions.

📌 Main Takeaways:

• Engagement is key — finding ways to keep your audience interacting with your site is crucial.
• Transparency builds trust — being upfront with pricing can filter the right clients and save time.
• Content is not just king; its kingdom is vast — use your content to establish authority and connection.
• Website design matters — every page, especially your contact page, should reflect your brand’s essence and value.

💡 Reflection:

Jonny and Pascal remind us that a website is more than a digital business card; it's a conversation, an experience, and a journey for your visitor. Whether it's through pricing transparency, engaging storytelling, leveraging smart tools, or a call to action that sparks a connection — every element should make your audience as excited about your website as you are.

For more details and to book a discovery call, visit 90 Day Marketing Mastery.

Up Next:

Stay tuned for Episode 25, and in the meantime, we'd love to hear from you! Send your questions, share your favorite apps, and let us see the changes you've implemented on your website. We're here to celebrate your steps towards a website you’re proud of.

Until next time, keep optimising, keep creating, and let's make those websites work wonders!

🎉 Enjoyed this episode? Share it with your network, subscribe for more tips, and let us know your thoughts in the comments!

The website mastery podcast introduction (00:00:16)

Introduction to the podcast and its segments.

Should I share my fees and prices on my website? (00:01:33)

Debate on whether to display prices on websites for both B2C and B2B businesses.

Google's Circle to Search feature (00:09:07)

Announcement of Google's new search feature for smartphones using touch screen interaction.

Typeform for interactive forms, surveys, and quizzes (00:18:18)

Discussion about Typeform, a tool for creating engaging and interactive forms, surveys, and quizzes.

Similar Sites for market research and content curation (00:20:24)

Explanation of Similar Sites, a tool for finding similar websites for market research and content curation.

Google's latest feature (00:21:55)

Discussion on Google's tool for content gathering and advertising, and its innovative features for speeding up content search.

Referring sites dashboard (00:22:24)

Overview of a useful dashboard for SEO practitioners and content marketers, and its benefits for analyzing referring site traffic.

Website call to action (00:23:11)

The importance of related content in improving search engine optimization, engagement, and user trust, and its impact on link building strategy.

Reconnecting with content (00:25:18)

The significance of revisiting and showcasing related content to keep users engaged and build trust, with examples and practical tips.

Designing the contact us page (00:25:26)

The neglected but crucial role of the contact page, and the opportunity it presents to stand out and engage users effectively.

Increasing user experience and transparency (00:27:34)

The focus on enhancing user experience, demonstrating value, and promoting transparency in pricing strategies.

Reflection and engagement (00:28:36)

The hosts' surprise at the alignment of their separate research findings, emphasizing the importance of engagement and pride in website management.

In this captivating episode, Jonny Ross sits down with Harry Spaight, a trailblazer in the world of sales, to explore the profound concept of servant selling. Harry, an acclaimed keynote speaker, author, and podcast host, delves into how leading with dignity and empathy can redefine success in sales. From his early days influenced by mission work to his impactful book "Selling with Dignity," Harry shares his journey and insights into creating meaningful, trust-based relationships with clients. Tune in to discover how servant selling can transform your sales approach, enhance client relationships, and lead to lasting success.

1. Harry's Unique Journey into Servant Selling (00:00:58) - Discover Harry's transition from mission work to sales and how it shaped his servant selling philosophy.
2. The Core Principles of Servant Selling (00:01:42) - Understand what servant selling entails and how it contrasts with traditional sales tactics.
3. Building Genuine Connections (00:02:47) - Insights into the importance of listening and focusing on the client's needs rather than the sale.
4. Overcoming Common Sales Challenges (00:25:12) - Strategies to handle rejection and ghosting from prospects with grace and perseverance.
5. Providing Value Beyond the Sale (00:32:24) - Tips on nurturing long-term relationships and adding value to clients even after the sale.
6. Digital Engagement and Building Trust (00:18:59) - How to leverage digital platforms to authenticate your sales approach and connect with clients.
7. Advice for New and Seasoned Sales Professionals (00:32:42) - Foundational advice for newcomers and a fresh perspective for veterans in sales.

Resources Mentioned:

• "Selling with Dignity" by Harry Spaight
• Sales Made Easy Podcast by Harry Spaight

Connect with Harry Spaight:

- Website: Selling with Dignity

- LinkedIn: Harry Spaight

- Instagram: @harryspaight

- Twitter: @HarrySpaight1

Jonny and Harry wrap up the episode with key takeaways and encourage listeners to embrace servant selling for more ethical and effective sales practices. Don't forget to subscribe for more insightful conversations and share this episode with those looking to revolutionize their sales approach!

The transformative world of sales (00:00:13)

Introduction to the episode's focus and guest, Harry Speight, and the concept of servant selling.

The concept of servant selling (00:01:23)

Harry explains the concept of servant selling and its transformation of traditional sales approach.

Serving others and providing value (00:02:31)

Harry discusses the importance of serving others and providing value to build genuine connections.

Networking and building trust (00:03:09)

The importance of networking, building trust, and having meaningful conversations with potential clients.

Targeting the right prospects (00:07:31)

Harry explains how to define and target the right prospects for effective sales conversations.

Long-term impact of servant selling (00:09:52)

The impact of servant selling on building long-term relationships and trust with clients.

Authenticity and building relationships (00:11:07)

The importance of authenticity in building relationships and the impact of insincerity in sales.

Selling outcomes, not products (00:16:04)

The significance of selling outcomes and the impact of focusing on clients' needs rather than the products or services.

The role of digital marketing (00:18:59)

The importance of digital presence, authenticity, and genuine engagement in building trust and credibility.

Effective email communication (00:20:12)

The value of providing relevant and relatable content in email communication to engage potential clients.

The message resonates (00:21:49)

Harry discusses the types of clients he works with and emphasizes the importance of putting the other person first in sales.

Balancing friendship and business (00:23:10)

Harry addresses the challenge of balancing friendship and business in sales and the need to ask for the business.

Overcoming the fear of rejection (00:25:12)

Harry provides advice on overcoming the fear of rejection and the common occurrence of people not being interested in a sales pitch.

Re-engaging after being ghosted (00:28:20)

Harry discusses re-engaging with potential clients who have ghosted and emphasizes the importance of providing value without being pushy.

Adopting a servant selling mindset (00:32:42)

Harry shares advice for those new to sales, emphasizing the importance of serving while not being afraid to ask for the next step.

Adapting to changing sales landscape (00:35:11)

Harry addresses the need for experienced sales professionals to adapt to the changing sales landscape and suggests a different approach to engage with prospects.

Connecting with Harry Speight (00:37:16)

Harry directs listeners to his website for resources on servant selling and mentions an upcoming website launch.

Welcome to Episode 23 of the '90-Day Website Mastery Podcast,' where we not only celebrate the milestone of our 100th episode in the Jonny Ross Fractional CMO series but also delve deep into the nuances of website engagement and growth strategies. Join Jonny Ross and Pascal Fintoni as they share their expert insights and actionable tips to empower you and your website.

In This Episode:

Celebrating 100 Episodes: We kick off this special episode by marking a significant milestone - the 100th episode of Jonny Ross's Fractional CMO podcast series. Reflect with us on the journey, the lessons learned, and the value of consistent content creation.

You Ask, We Answer: Blog Comments for SEO

• Should you keep the comments section on your blog?
• Unraveling the SEO benefits and managing spammy comments.
• Jonny and Pascal's take on engagement vs. quality control.

Website Stories: Navigating Through Website Growth Stages

• An in-depth review of "Guiding Your Website Through Its 4 Stages Of Growth" by Kahl Orr.
• Key takeaways and how they apply to your website's evolution.

The Website Engine Room: Tools to Elevate Your Site

• Pascal's Pick: Discover copyright-free photos and visuals with Adobe's Free Stock Images to enhance your web content.
• Jonny's Recommendation: Explore the power of Zapier for automating tasks and streamlining your workflow, connecting your favorite apps for maximum efficiency.

The Website Call To Action: Immediate Actions for Website Enhancement

• Jonny suggests implementing a 'sticky menu' for better navigation and user experience.
• Pascal advises on minimizing distractions with YouTube embeds using a simple URL tweak.

Reflection and Roundup: As we celebrate this 100th episode milestone, we reflect on the importance of continuous learning, adaptation, and the power of sharing knowledge. We're committed to helping you make your website work harder for you, ensuring it's something you can be proud of.

Engage With Us: We love hearing from our listeners! Share your thoughts, questions, or suggestions with us in the comments. Your insights could be featured in our upcoming episodes!

Stay Connected: Don't miss out on future episodes and valuable insights. Subscribe to the '90-Day Website Mastery Podcast' and join our community of website enthusiasts.

Thank you for joining us on this journey to 100 episodes, and here's to many more filled with learning, growth, and success!

The 90 Day Website Mastery Podcast (00:00:16)

Introduction to the podcast and celebration of the 100th episode of Johnny Ross's Fractional CMO podcast.

The Comment Section on a Blog (00:03:43)

Debate about whether to switch on or off the comment section on a blog, considering SEO benefits and potential drawbacks of spammy comments.

Stages of Website Growth (00:08:07)

Discussion of the four stages of website growth: do it yourself, startup mentality, established business, and enterprise solution, emphasizing the importance of the initial phase.

Website Engine Room: Zapier (00:17:10)

Explanation of the benefits of using Zapier for automation, enhancing productivity, reducing errors, and saving time in repetitive tasks.

Website Engine Room: Adobe Stock Photography (00:18:54)

Introduction to Adobe's offering of free stock photography and 2D/3D images, providing unique and stylish content for creating blog header images.

These are the timestamps covered in the podcast episode transcription segment.

Choosing Unique Images for Your Website (00:21:44)

Pascal discusses the importance of using unique images and how to find copyright-free photos on Adobe Stock.

Improving Website Call to Action (00:23:30)

Johnny suggests implementing a sticky menu to improve user experience and keep visitors on the website.

Embedding YouTube Videos (00:25:05)

Pascal explains how to embed YouTube videos on a website while controlling the suggested videos at the end.

Reflection and Roundup (00:29:21)

Johnny reflects on the topics covered in the episode and expresses gratitude for the audience's support.

Hosts: Jonny Ross and Pascal Fintoni

Segment 1: You Ask, We Answer

• Discussion Topic: The effectiveness of national and international days in content marketing and website traffic generation.
• Key Takeaways: Jonny and Pascal debate the merits of leveraging these days for marketing strategies. The consensus? They must align with your brand, resonate with your audience, and be part of a broader campaign rather than one-off content pieces.

Segment 2: Website Stories

• Featured Article: "Google to Disable Third Party Cookies for 1% of Chrome Users" by Matt Southern from Search Engine Journal.
• Insights: A crucial discussion on the impending changes in digital marketing due to privacy policies and the impact on data tracking. Businesses are advised to prepare and adapt to these changes for continued success in online advertising.

Segment 3: The Website Engine Room

• Tool Recommendations:Pascal's Pick: Google My Business - An underutilised tool that can significantly enhance your online presence.
• Jonny's Pick: KWFinder - A keyword research tool ideal for discovering long-tail keywords with low competition, perfect for driving targeted traffic.

Segment 4: The Website Call to Action

• Jonny's CTA: Add subtle animations and transitions to your website to guide users' attention and enhance the user experience.
• Pascal's CTA: Draw inspiration from blog header images outside your industry to refresh and modernize your site's design.

Final Thoughts:

Jonny and Pascal wrap up by reflecting on the importance of website pride and the impact of thoughtful content and design. They encourage listeners to apply the episode's advice and share their progress.

Reminder:

Don't forget to visit 90daymarketingmastery.com for more resources and to book a discovery call with Jonny or Pascal. Share your website updates, questions, and favorite apps for a chance to be featured in the next episode.

Next Episode Teaser:

Stay tuned for Episode 23, where we'll explore new SEO challenges and opportunities in 2024, dissecting the latest trends and tools to keep your website at the top of its game.

Connect with Us:

• We're live on YouTube, LinkedIn, Facebook, and available as an audio podcast for on-the-go tips.
• Leave us a review and share with a friend if you find our insights helpful.

Until next time, enjoy a creative montage of tips and tricks from today's episode, and start making your website work smarter!

00:00:14 (00:00:14)

Introduction to the podcast episode.

Johnny and Pascal introduce the episode and discuss the focus on website improvement.

00:01:44 (00:01:44)

You Ask, We Answer: National and International Days for Content Marketing.

Debate on the relevance and effectiveness of using national and international days for content marketing and website traffic generation.

00:08:32 (00:08:32)

Website Stories: Google to Disable Third-Party Cookies.

Discussion on Google's plan to disable third-party cookies and its impact on digital marketing and data tracking.

00:18:44 (00:18:44)

Website Engine Room: New Discovery - Mangles KW Finder.

Introduction and discussion of the Mangles KW Finder as a keyword research tool for driving targeted traffic to a website.

00:19:48 (00:19:48)

Website Engine Room: Google My Business.

Exploration of the potential benefits and features of Google My Business for enhancing a business's online presence.

Each topic is presented using Markdown format.

Google My Business Optimization (00:21:48)

Discussion on the importance of fully utilizing Google My Business for reputation management and customer interaction.

Importance of Google My Business (00:22:41)

Emphasizing the necessity of setting up and optimizing Google My Business profiles and utilizing its tools for content promotion.

Enhancing User Engagement (00:23:40)

The significance of live chat and optimizing Google profiles for increased audience interaction, especially for consumer businesses.

Control and Communication (00:24:07)

Highlighting the need for businesses to take control of their Google business profiles and the lack of communication from Google regarding profile features.

Website Call to Action (00:25:22)

Suggesting the use of subtle animations and transitions to enhance user experience and engagement on websites.

Modernizing Blog Header Images (00:26:53)

Encouraging research and inspiration from other sectors to modernize blog header images for a more engaging and thoughtful website experience.

Summary and Call to Action Recap (00:28:54)

Recap of previous episodes' topics and the importance of implementing relevant and impactful changes to website content and design.

Conclusion and Future Engagement (00:30:07)

Closing remarks and encouragement for audience engagement, along with a preview of future episodes and a call for feedback.

Host: Jonny Ross

Guest: Karen Yankovich

Episode Overview:

In this insightful episode, Jonny Ross is joined by LinkedIn expert Karen Yankovich to discuss the unique challenges and opportunities for women over 40 in the world of digital branding and networking. Karen shares her expert strategies on how women can leverage LinkedIn to enhance their professional presence, build high-value networks, and step confidently into their roles in the business world.

Key Topics Discussed:

Why Focus on Women Over 40:

• Understanding the need for distinct strategies for women over 40 in digital marketing and personal branding.

LinkedIn Mastery:

• Karen's top tips for optimising LinkedIn profiles.
• Strategies for expanding professional networks on LinkedIn.

Overcoming Imposter Syndrome:

• Addressing common challenges faced by women over 40.
• Building confidence and overcoming imposter syndrome.

Building High-Value Networks:

• Karen's insights on relationship building on LinkedIn.
• Leveraging LinkedIn for high-ticket opportunities.

Mindset and Confidence Building:

• The importance of mindset in professional success.
• Techniques for stepping into a powerful and confident professional identity.

Resources and Links:

• https://www.linkedin.com/in/karenyankovich/
• https://karenyankovich.com/
• Take the Quiz: https://karenyankovich.com/quiz/
• https://podcasts.apple.com/gb/podcast/good-girls-get-rich-podcast/id1308227233

Connect with Us:

• https://podcast.jonnyross.com/
• https://www.linkedin.com/in/jonnyross/

Final Thoughts:

Karen's expertise and passion for empowering women shine throughout the episode, offering listeners practical advice, relatable insights, and motivation to take their professional presence to the next level. Tune in to gain valuable knowledge on mastering LinkedIn, embracing your expertise, and building a network that aligns with your career goals.

Women over 40 (00:00:11)

Karen Yankovic explains why women over 40 need distinct strategies on LinkedIn and how they can harness the platform to amplify their professional presence.

Podcast and Mindset (00:02:39)

Karen discusses her podcast, "Good Girls Get Rich," and the mindset component in building a successful digital presence.

Misconceptions about LinkedIn (00:03:27)

Karen addresses the misconceptions about LinkedIn, such as it being too corporate and full of spam, and explains the platform's potential for relationship building.

Imposter Syndrome (00:10:44)

Karen delves into imposter syndrome, its impact on women over 40, and strategies for overcoming it.

LinkedIn Strategies (00:14:32)

Karen outlines the importance of providing value and building relationships on LinkedIn, using examples of successful outreach efforts.

The importance of intentional connections (00:19:07)

Emphasizing the need for intentional, meaningful connections at conferences and through white papers to create opportunities.

Standing out at conferences (00:21:23)

Discussing strategies for standing out at conferences, such as connecting with speakers and utilizing LinkedIn to reach potential clients.

Optimizing LinkedIn profile (00:23:14)

Exploring the significance of positioning LinkedIn profiles as personal brands rather than traditional resumes, and the importance of the "About" section.

Utilizing LinkedIn creator mode (00:25:18)

Explaining the benefits of using LinkedIn creator mode for showcasing content and positioning oneself as a thought leader.

Effective LinkedIn posting frequency (00:26:06)

Addressing the optimal posting frequency on LinkedIn and the importance of consistent content to stay top of mind.

Building relationships with journalists (00:28:09)

Highlighting the value of engaging with journalists on social media and the impact of sharing and tagging their content.

Empowering mindset and resources (00:30:08)

Promoting a free assessment and resources to help individuals understand their strengths and develop a confident mindset for success on LinkedIn.

Welcome to Episode 21 of the '90-Day Website Mastery Podcast'. In this episode, Jonny Ross and Pascal Fintoni dive deep into the essentials of crafting a winning website action plan for 2024. They also explore mastering SEO tools to enhance your website's performance. This episode is packed with actionable advice, insightful discussions, and practical tools to elevate your website in the new year.

Segments:

Creating a Meaningful Website Action Plan for 2024

• Jonny and Pascal discuss the importance of a structured and inspiring website action plan.
• Key focus areas include platform usability, SEO optimisation, and aligning content with audience needs.
• Insight into the 90-Day Website Mastery Healthcheck methodology.
• 90-Day Website Mastery Healthcheck

Mastering SEO Tools for Website Optimisation

• Exploration of essential SEO tools like Screaming Frog SEO Spider and GoPro's Quik app.
• Discussion on how these tools can streamline website management and content creation.
• Links to tools: Screaming Frog SEO Spider, QUIK by GoPro

2024 Website Trends and Mobile SERP Innovations

• Analysis of the latest website trends for 2024, including new mobile search engine result page layouts.
• Discussion on how these trends influence website design and user experience.

Website Call to Action: Immediate Enhancement Strategies

• Jonny's suggestion: Implement gated content for lead generation.
• Pascal's advice: Compile a retrospective and forecast article involving customer and influencer feedback.

Outro:

Jonny and Pascal wrap up the episode, inviting listeners to implement the strategies discussed. They encourage feedback and sharing updates on website enhancements for potential shoutouts in future episodes.

• Visit 90 Day Marketing Mastery for more information and to book a discovery call.
• Connect with Jonny Ross on LinkedIn
• Connect with Pascal Fintoni on LinkedIn

• Share your questions, app preferences, and website links after implementing the suggested changes.
• Subscribe, like, and share the podcast to support us.
• Stay tuned for our next episode, and in the meantime, enjoy a fun video and audio montage.

Creating a Meaningful Website Action Plan (00:01:30)

Jonny and Pascal discuss the importance of creating a meaningful website action plan for 2024 and share insights on the key elements to consider in the plan.

Recent Mobile Search Trends (00:13:43)

Pascal shares insights on recent mobile search trends related to website management and optimization, including changes in Google's mobile search results and highlights 20 website design and user experience trends for 2024.

The timestamps covered in the podcast episode transcription segment are provided above with the corresponding topics and their start times.

Bold Typography and Depth in Design (00:19:17)

Discussion on the use of bold typography and creating depth in website design, influenced by television and social media.

Website Engine Room Tools (00:21:24)

Recommendations for website management tools, including Screaming Frog SEO Spider and Quick, a video editing app.

Gated Content Strategy (00:25:07)

Advice on gating valuable content behind a signup form to generate leads and potential future clients.

Industry Data Utilization (00:27:43)

Utilizing industry data for retrospective articles and engaging key contacts for contributions, with a focus on reputation management.

Conclusion and Call to Action (00:28:25)

Closing remarks, encouraging feedback, sharing, and subscription, and promoting the 90 Day Website Mastery program.

Welcome to a festive episode of the 90-Day Website Mastery Podcast with Jonny Ross and Pascal Fintoni. In this holiday special, we wrap up the year with insightful tips and tools to elevate your website for 2024.

Timestamps & Segment Overviews:

• 00:00:17 - Opening & Introduction
• Merry Christmas and holiday greetings from Jonny and Pascal
• Celebrating the 20th episode and the success of the podcast

• 00:01:20 - Segment 1: You Ask, We Answer
• Community Question: What to do with low-traffic blog articles?
• Discussion on the 3 Rs methodology for content optimization: Retain, Rewrite, Remove

• 00:07:33 - Segment 2: Website Stories
• Review of 'On-page Video SEO – Whiteboard Friday' by Crystal Carter for moz.com
• Exploring the nuances of video SEO and the importance of video content on web pages

• 00:14:16 - Segment 3: The Website Engine Room
• Jonny's Pick: OptinMonster - a powerful tool for lead generation and converting visitors
• Pascal's Pick: Zoom AI Meeting Summary feature for capturing content moments in meetings

• 00:20:28 - Segment 4: The Website Call to Action
• Jonny's Advice: Implement Progress Indicators for online forms and checkouts
• Pascal's Advice: Revamp your website footer for a fresh look and enhanced credibility

• 00:25:38 - Episode Wrap-up & Reflections
• Recap of the episode’s key points and actionable advice
• Looking forward to 2024 with excitement and anticipation

• 00:28:05 - Closing Remarks
• Invitation to visit 90daymarketingmastery.com for more information and discovery calls
• Encouragement to submit questions, share apps, and website updates for future shoutouts

Links and Resources:

• OptinMonster
• Zoom AI Meeting Summary
• On-page Video SEO – Whiteboard Friday by Crystal Carter
• 90-Day Website Mastery Program

Connect with Us:

• Jonny Ross's LinkedIn
• Pascal Fintoni's LinkedIn

Join us in our next episode as we continue to provide valuable insights and actionable tips for mastering your website. Happy holidays and cheers to a successful 2024!

Boost Your Website Success (00:00:22)

Introduction and overview of the episode's focus on website success, content optimization, and essential tools for the festive season.

You Ask, We Answer (00:02:12)

Discussion on handling blog posts with low traffic, including the decision to retain, rewrite, or remove them for website improvement.

Retain, Rewrite, or Remove (00:03:35)

Exploration of the three options for dealing with blog posts with low traffic to improve website relevancy and engagement.

On-Page Video SEO (00:07:33)

Review and analysis of a video titled "On-Page Video SEO Whiteboard Friday" by Crystal Carter, focusing on the structure and key insights of the video content optimization.

Website Stories (00:07:59)

Discussion of the video "On-Page Video SEO Whiteboard Friday" by Crystal Carter, highlighting the importance of structured content and technical SEO foundation for video webpages.

Video Content Optimization (00:11:08)

Tips for optimizing video content on web pages for better user experience and SEO.

Website Engine Room (00:14:30)

Discussion of OptinMonster and using it for lead generation and website optimization.

Zoom Meetings for Content Creation (00:16:31)

How to use Zoom meetings and AI summary for content creation and capturing valuable conversations.

AI Summary and Behavior (00:17:28)

The benefits and impact of using AI summary on Zoom meetings and its influence on behavior.

Progress Indicator for Conversions (00:20:28)

The importance of adding a progress indicator to increase form completion and checkout conversion rates.

The footer design and copyright statement (00:21:57)

Discussion on the importance of reviewing and redesigning the footer for a professional and trustworthy website impression.

Trust-building through website longevity (00:24:01)

Emphasizing the significance of displaying the full trading years in the copyright statement to build trust with customers.

Optimizing website content and design (00:25:53)

Tips on reviewing and enhancing website content, including blog articles, video SEO, and using AI for meeting enhancements.

Delegation and future website improvements (00:27:39)

Encouragement to delegate tasks, discuss improvements with the team, and a hint at upcoming surprises for website optimization in the future.

Conclusion and holiday wishes (00:28:05)

Closing remarks, information about the website mastery program, and holiday greetings to the audience.

In this insightful episode of the Jonny Ross Fractional CMO podcast, we sit down with Jackie Bebenroth, a seasoned brand strategist and the Principal of Muse. Jackie brings over two decades of experience in transforming brand narratives and steering businesses toward success. We delve into the nuances of brand evolution, the power of storytelling, and the groundbreaking 'Productive Distancing' method.

Key Points Discussed:

1. The Essence of Branding: Jackie begins by emphasising the importance of brand in business and how it serves as the heart of any enterprise.
2. Storytelling in Brand Strategy: The conversation explores how stories evoke emotions and connect with audiences, underlining Simon Sinek's idea that people buy 'why' you do something, not just 'what' you do.
3. Challenges in Brand Evolution: Jackie shares her experiences working with mid-sized and family-owned businesses, discussing the unique challenges they face during brand transitions.
4. The Productive Distancing Method: This segment delves into Jackie's innovative approach to brand strategy, which helps businesses gain clarity on their value propositions and align their offerings with their core mission.
5. Impactful Brand Narratives: The focus shifts to how brands can move from transactional relationships to transformational experiences, thereby creating deeper connections with their audiences.
6. Branding in Food and Wellness: Jackie talks about her passion for the food and wellness industry and how she applies brand evolution strategies in these sectors.
7. Implementing Brand Strategy: The episode concludes with insights into building a messaging platform and the continuous process of brand evolution.

Guest Bio:

Jackie Bebenroth is an award-winning brand strategist with a passion for creating impactful brand narratives. As the Principal of Muse, she has led brand transformations for various national and global brands, specializing in food and wellness industries. Jackie's approach is characterized by her unique 'Productive Distancing' method, which has been instrumental in reshaping how businesses perceive and approach their brand strategies.

Connect with Jackie Bebenroth:

• LinkedIn: Jackie Bebenroth
• Website: Muse Headquarters

Listen and Share:

Join us for this masterclass in strategic evolution and gain valuable insights into the transformative power of branding. Don't forget to subscribe for more episodes and share this podcast with others who might find it valuable.

Listen to the episode

Timestamps:

The importance of brand (00:01:14)

Discussion on the significance of brand in a business and how investing in brand can lead to increased sales over time.

The role of storytelling in branding (00:03:06)

Exploration of how storytelling helps substantiate claims, relate to the audience, and define the purpose behind a brand.

Pain points leading to brand rethinking (00:04:45)

Examining the pain points that initiate conversations about rethinking a brand, including declining sales and the challenges faced by family-owned businesses.

The importance of defining the category (00:13:36)

The speakers discuss the significance of clearly defining the category of a business and how it impacts brand evolution and decision-making.

Moving from transactional to transformational branding (00:15:08)

The conversation explores the shift from a transactional brand narrative to a transformational one, emphasizing the value of purpose and emotional connection in branding.

Creating a messaging platform (00:23:01)

The speakers explain the process of developing a messaging platform, including positioning statements, a messaging toolkit, and the importance of aligning messaging with visual identity.

The productive distancing method (00:26:15)

Discussion about the key to the productive distancing method and the importance of understanding the internal team's beliefs before focusing on external factors.

Challenges faced by family-owned businesses (00:27:21)

Exploration of the challenges faced by established brands and the need to build on the reputation and value within the company before making decisions based on external factors.

The forever evolving nature of brand evolution (00:28:32)

Highlighting the continuous evolution of brand strategy and the importance of constantly evolving and building on the central transformational point of the brand narrative.

In this insightful episode, Jonny Ross and Pascal Fintoni explore a range of topics crucial for digital marketers and website managers. From the complexities of social media in a controversial landscape to out-of-the-box marketing strategies and vital website improvements, this episode is packed with actionable advice and thought-provoking discussions.

Timestamps & Segments:

00:00:15 - Introduction

• Welcome and quick catch-up with hosts Jonny Ross and Pascal Fintoni.
• Brief overview of the episode's content and objectives.

00:01:07 - You Ask, We Answer

• Community Question: "Should I remove the Twitter feed from my website amid the platform's controversies?"
• Jonny and Pascal discuss the pros and cons of featuring social media feeds on websites, focusing on the recent Twitter events.

00:08:36 - Website Stories

• Article Review: “Black Friday and Cyber Monday have lost their
• meanings as brands extend promotions” by Gabriela Barkho for Modern
• Retail.
• The hosts delve into changing consumer behaviors and how businesses
• can adapt their promotional strategies beyond traditional sales events.

00:18:19 - The Website Engine Room

Tool Recommendations:

• Jonny Ross suggests Unbounce, a platform for creating and A/B testing landing pages with ease.
• Pascal Fintoni introduces Eddy from Headliner, an innovative tool for converting audio content into engaging blog series.

00:24:22 - The Website Call To Action

• Jonny Ross advises incorporating more whitespace into website design for clarity and readability.
• Pascal Fintoni recommends conducting an end-of-year review to generate fresh case studies and testimonials.

00:30:07 - Closing Thoughts

• Recap of the key points from the episode.
• Encouragement to listeners to apply the tips and share their progress.
• Invitation to subscribe and participate in future episodes.

Relevant Links:

• Unbounce: [https://unbounce.com/]
• Eddy from Headliner: [https://eddy.headliner.app/dashboard]
• 90-Day Website Mastery Program: https://90daymarketingmastery.com/

Connect with Us:

• Jonny Ross: https://www.linkedin.com/in/jonnyross
• Pascal Fintoni: https://www.linkedin.com/in/pascalfintoni

Thank you for tuning in! Don’t forget to like, subscribe, and share your thoughts in the comments. Stay tuned for our next episode where we continue to explore the ever-evolving world of digital marketing and website mastery.

The controversy surrounding Twitter feed on a website (00:02:15)

Discussion about whether to remove a Twitter feed from a website due to controversies surrounding the platform and its owner.

The relevance and value of social media feeds on websites (00:05:36)

Exploration of the purpose and usefulness of social media feeds on websites, suggesting ways to maximize their value and engagement.

The loss of meaning in Black Friday and Cyber Monday promotions (00:07:19)

Analysis of an article discussing how brands extending promotions have caused Black Friday and Cyber Monday to lose their original meanings.

The controversy around Black Friday and Cyber Monday promotions (00:08:36)

Discussion about retailers extending special promotions for weeks and the criticism surrounding the use of the terms "Black Friday" and "Cyber Monday."

The question of whether to let go of Black Friday and Cyber Monday terms (00:09:34)

Debate on whether it is time to move on from using the terms "Black Friday" and "Cyber Monday" for special promotions.

Differentiating offers and standing out from the competition (00:13:17)

Exploration of the importance of differentiation in creating unique and standout offers instead of following the same promotional trends.

The controversy surrounding Black Friday and Cyber Monday (00:17:02)

Discussion about the reaction to the terms "Black Friday" and "Cyber Monday" and whether they still hold meaning or excitement.

Introduction to Unboundcom (00:18:19)

Introduction and explanation of Unboundcom, an app that allows users to create landing pages for various campaigns.

Introduction to Eddie DIY (00:20:09)

Introduction and explanation of Eddie DIY, a tool that allows users to upload sound files, transcribe them, and use the transcription to create articles or blog posts.

The end of year review and creating case studies (00:25:44)

The hosts discuss the importance of reflecting on completed projects over the past six months and compiling a list of contacts for case studies and testimonials.

The power of storytelling (00:26:56)

They emphasize the significance of telling compelling stories to attract customers and the need for reflection in order to create more up-to-date and engaging narratives.

Controversy surrounding Twitter and Black Friday/Cyber Monday promotions (00:28:03)

The hosts discuss whether to include a Twitter feed on a website and the controversy surrounding brands like Twitter. They also touch on the loss of meaning in Black Friday and Cyber Monday promotions and provide tips on how to stand out and be different.

- Welcome to a special live streaming of the "90-Day Website Mastery Podcast" across Facebook, YouTube, and LinkedIn.

- Celebrating our latest program launch and the wrap-up of the Website Best Practice webinar series.

- Discover strategies to elevate your website's performance and how to take pride in your digital presence.

- Listener-driven dilemma tackled: "My business offers various services. Should I have a dedicated website for each?"

- Jonny and Pascal debate the merits and considerations of managing multiple services under one domain versus separate sites, factoring in audience targeting and service interrelations.

- Insightful discussion on John Hall's Forbes article: "How To Future Proof Your Content Strategy In The Age Of AI."

- Explore the intersection of AI advancements and content marketing, including auditing current content and planning for various consumer stages, without losing the human touch.

- Pascal's recommendation: Pika Style, a novel tool for transforming social media accolades into visually appealing website content.

- Jonny introduces Ubersuggest, a robust SEO tool for keyword insights and website optimization, pioneered by Neil Patel.

- Jonny's tip: The strategic use of exit pop-ups to retain visitors and convert them into leads.

- Pascal's advice: Leverage your top-performing 'how-to' content by attaching actionable resources, like checklists or templates, to encourage user action and repeat visits.

Conclusion:

- A recap of the necessity for strategic focus in service offerings and the blending of AI with human creativity for content that resonates.

- Audit your site to refresh or remove content that doesn't serve your SEO goals, ensuring every piece works hard for your visibility.

- For detailed insights and personal guidance, book a discovery call via 90daymarketingmastery.com.

Essential Links & Resources:

- Read the insightful Forbes article: How To Future Proof Your Content Strategy In The Age Of AI

- Enhance your website with Pascal's app pick: Pika Style

- Boost your site's SEO with Jonny's recommended tool: Ubersuggest

---

The question of separate websites for different services (00:03:53)

Discussion on whether businesses should have separate websites for different services, considering factors such as audience, complementarity, and differentiation.

Future-proofing content strategy in the age of AI (00:09:46)

An article by John Hall on how content marketers can adapt and future-proof their strategies in the face of AI advancements, emphasizing the importance of human creativity and expertise.

Assessing current content and planning for different stages (00:10:49)

Insights on auditing existing content, planning content for different stages, identifying content value, and focusing on thought leadership in order to enhance content strategy.

The Sweet Spot of AI and Human Content (00:13:44)

Discussion on the importance of finding the balance between AI-generated and human-written content for future-proofing content strategy.

Embracing AI and Future-Proofing Content (00:14:18)

Exploration of the need to embrace AI in content creation and the importance of focusing on quality, originality, and helpfulness in content production.

Exit Pop-Ups for Website Engagement (00:20:42)

Recommendation to implement exit pop-ups on websites to capture users' attention before they leave, potentially offering value, promotions, or assistance.

Creating a Content Calendar and Utilizing How-To Articles (00:23:40)

Content Calendar and How-To Articles

Discussion on the importance of how-to articles and using tools like Ubersuggest to plan content for the upcoming year.

Conducting an Audit and Enhancing Content (00:25:08)

Auditing and Upgrading Content

Advice on studying the performance of content, upgrading well-performing articles with free downloads, and deciding whether to reignite or remove underperforming content.

The Benefits of Separate Websites and Futureproofing Content (00:26:42)

Separate Websites and Futureproofing Content

Exploration of the reasons for having separate websites, the importance of futureproofing content with AI, and the significance of quality over quantity.

🔍 Dive deep into the world of strategic marketing and business growth in this enlightening episode of the Jonny Ross Fractional CMO podcast. Join us as we sit down with Kyle Golding, a seasoned entrepreneur and CEO of The Golding Group.

🔹 What's Inside:

• 🧠 Strategic Mastery: Kyle shares his 37+ years of wisdom, offering a treasure trove of insights on building robust marketing strategies and driving business growth.
• 💡 From Band to Brand: Discover Kyle's unique journey from managing music bands to mastering the art of branding and marketing.
• 🚀 Tackling Today's Market: Learn how to navigate the rapidly evolving digital landscape and use AI to empower your business strategy.
• 🎯 Audience Identification: Understand the art of pinpointing your target audience and why saying 'no' can be your business's superpower.
• 🤝 Human Element in Strategy: Get an expert take on blending technology with human intuition for impactful business decisions.

👨‍💼 About Kyle Golding:

Kyle is not just the mastermind behind The Golding Group's success; he's also a strategic thinker and a creative force in the marketing industry. With a rich background in various business sectors and a passion for innovation, Kyle brings a wealth of knowledge to the table.

📈 Perfect for:

Entrepreneurs, marketing professionals, business leaders, and anyone passionate about understanding the intricacies of strategic growth and effective marketing in the modern world.

🔗 Tune in now!

Don't forget to subscribe for more insightful episodes!

👉 Follow Kyle Golding for more insights:

• LinkedIn: https://www.linkedin.com/in/kylegolding/
• Website: https://thegoldinggroup.com

💬 We'd Love to Hear from You!

Join the conversation. Share your thoughts on this episode and your experiences in strategic marketing and business growth. Drop a comment below or reach out to us on social media.

The journey to becoming a sound guy and starting a business (00:04:18)

Jonny & Kyle share how they unintentionally started a business as teenagers by becoming sound guys for bands.

Transition from the music industry to marketing (00:08:23)

Jonny & Kyle discuss how they transitioned from the music industry to the marketing side of things and started over in the field of marketing.

Frustrations in corporate marketing departments (00:09:38)

Jonny & Kyle talk about their frustrations in corporate marketing departments, where they faced job eliminations and a lack of direction in marketing strategies.

Understanding Strategy and Marketing (00:10:37)

Jonny & Kyle discuss the importance of understanding strategy and marketing, emphasizing the need for a strategic approach and a focus on audience, differentiation, and educated decision-making.

Common Mistakes in Marketing (00:11:50)

Jonny & Kyle highlight common mistakes organizations make in marketing, such as assuming everyone is their client and assuming their opinions should drive the conversation, and emphasize the importance of market research and understanding one's position in the market.

Identifying Differentiation (00:15:57)

Jonny & Kyle discuss the process of identifying an organization's differentiation, emphasizing the need for honesty, focusing on 1 or 2 core strengths, and comparing strengths to those of competitors to determine true differentiation.

Identifying Strengths and Themes (00:21:17)

Jonny & Kyle discuss the process of identifying strengths and grouping them into common themes.

Understanding the Market and Competition (00:24:01)

Jonny & Kyle explain the importance of understanding the market and competition in order to position oneself effectively.

Focusing on Customer Service vs. Price and Technology (00:27:12)

Jonny & Kyle give examples of how businesses can excel in different areas, such as customer service, price, or technology, and how this affects their target audience and competition.

The importance of customer service (00:31:15)

Jonny & Kyle discuss the significance of paying attention to customer feedback and continuously improving customer service.

The danger of trying to do everything (00:32:11)

Jonny & Kyle explore the negative consequences of trying to cater to every customer need and the importance of focusing on what your business does best.

The future of strategic planning in a digital world (00:38:13)

Jonny & Kyle provide insights on the role of AI in collecting and organizing market information, but the necessity of human intuition and conversation in translating that information into effective strategic planning and execution.

The human factor in business (00:41:27)

Jonny & Kyle emphasize the crucial role of human beings in running a business, as they understand the changing opinions, attitudes, and behaviors of consumers. AI can be used as a tool to assist, but ultimately, human decision-making is essential.

Adopting technology for better research (00:42:27)

Jonny & Kyle discuss how the future of business involves adopting technologies to improve research and decision-making processes, giving more power to businesses. This can lead to better strategies and growth.

Finding The Golden Group online (00:43:21)

The Golden Group can be found on their website, social media platforms (Twitter, Instagram, LinkedIn, and Facebook), and through Google search. They specialize in marketing, strategy, business process development, and business plans in the Midwest and Philadelphia.