Jonny Ross Fractional CMO

In episode 62 of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni look at why getting found online is now only half the job.AI tools are shortlisting businesses before buyers ever reach a website, and audiences increasingly doubt whether anything they see online is real. So your website now has to earn belief as well as visibility.The episode opens with a question many business owners face after years with the same site: has the way you write a website specification changed in the AI era, and what should the brief include?Jonny shares six essentials every website brief needs. Pascal explains why hiring a web agency should be the start of a long-term relationship rather than a one-off transaction.Jonny and Pascal then react to Maria Greaves’ article for The Drum, “The ‘Renaissance of Real’: the new rules of marketing in the AI era”. They discuss how to keep your website authentic when the internet is flooded with AI-generated content.They also share two time-saving tools, Ideogram and Gemini Scheduled Actions, and two website changes you can make today: a Key Takeaways box, and a return to the original spirit of blogging.If you look after your organisation’s website, content or digital marketing, this episode will help you build trust with human visitors and with the AI systems that now decide who gets recommended.❓ Has the Way You Write a Website Specification Changed in the AI Era?This question came from one of Pascal’s mentoring clients, who is redesigning their website with an agency after many years.The fundamentals haven’t changed, but most website briefs are poor and leave plenty of room for things to go wrong.Don’t start with colours, fonts and what you dislike about the current site. Start with context: why you need a new website, what it must achieve, who you serve and what part it plays in the customer journey.Many visitors now arrive only after AI has shortlisted you. They land later in the buying journey and need to be convinced quickly.Build E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) into the brief: a detailed About section, FAQs, real proof and a blog that supports your credibility.Create your content plan before the design, so content shapes the layout instead of being squeezed in afterwards.Plan for two audiences. Human visitors need clear answers. AI bots need clearly labelled content, structured data and schema markup.Expect more from your agency: a simpler content management system, SEO and content strategy alongside the design, a clear project plan with checkpoints, and proper measurement from launch.Write a first draft of the specification yourself, without AI at this stage. Then ask the agency to point out the gaps. How they respond shows you how they work and what their culture is like.Treat the agency as a partner for the years ahead, so your website keeps pace with your market and your team.Jonny’s six essentials for a website brief:Purpose: business goals, KPIs and budget.Evidence: analytics, Google Search Console and auditing.Foundation: usability, accessibility, security and the CMS.People: your customers, their needs and their journeys.Content: pages, answers, proof and calls to action.Delivery: scope, roles, migration from the old site and tracking.❓ How Do You Keep Your Website Real When the Internet Is Flooded With AI Content?Jonny and Pascal review The Drum’s recap of the Memories of Truth event. Its central message is that the battle for attention is over and the battle for belief has begun.Pascal links it to feedback from his recent talk at an FSB conference in Newcastle upon Tyne, where delegates said they were tired of AI-made menus, flyers and social posts.Nearly 85% of people now question whether online content is real, yet AI plays a growing part in how they research purchases.Time pressure tempts businesses to rely on AI, which can quietly wear away the sense of “real” on a website.Trust has to be experienced. Mix written content with audio, video and imagery to create an experience on your website.Use real people, real stories and real numbers, including your founder’s “why” story and case studies that show results.Be ready to back up every figure. AI tools are now telling users to check whether the numbers a business quotes are true.Gen Z tends to assume content is AI-generated until proven otherwise, and ranks social media and forums among the least trusted channels.Embrace “perfect imperfections”. A phone snapshot in your About page or founder story builds more trust than a polished AI image, and AI imagery risks becoming the new stock photography.Using AI to edit a real photo is fine, for example to remove distracting signage. The rule is to always start with real content.Platforms are struggling too. LinkedIn now lets members flag posts they believe are AI-generated.❓ Which Tools Can Help With Website Graphics and Content Research?Ideogram (Jonny’s pick): https://ideogram.aiAn AI image generator that renders text inside images cleanly.It enhances your prompt by working out what you are really asking for.Ideal for blog headers, social graphics and banners, and a good companion to Canva.Best used alongside real content, not instead of it.Gemini Scheduled Actions (Pascal’s pick): https://gemini.google.com/scheduledSchedule a weekly news round-up from your shortlist of industry and customer news sources.Available in free and paid versions of Gemini, with similar features in other large language models.Name the themes you care about so you only receive relevant news, delivered when you want it (Pascal’s arrives every Friday afternoon).AI does the first round of research, and you stay editor-in-chief of your news curation content.❓ What Quick Website Changes Will Build Trust With Readers and AI?Jonny’s Call to Action:Add a Key Takeaways box to the top of your three to five most important or popular articles.It helps busy readers scan the page and gives AI search a clean passage to understand and quote. AI tends to skim, often reading just the beginning and end of a page.It’s a modern take on the classic public speaking advice: tell them what you’re going to tell them, tell them, then tell them what you told them.Pascal’s Call to Action:Reclaim the original spirit of blogging. “Blog” comes from “web log”, meaning a journal.Once a month, write up your notes, observations, reflections and customer interactions in a relaxed, free-form style that captures your own voice.Use it alongside your planned content, not instead of it.First-hand insight like this is hard to copy, and it may well be what AI overviews choose to cite.🔗 Resources MentionedThe ‘Renaissance of Real’: the new rules of marketing in the AI era (The Drum): https://www.thedrum.com/news/the-renaissance-of-real-the-new-rules-of-marketing-in-the-ai-eraIdeogram: https://ideogram.aiGemini Scheduled Actions: https://gemini.google.com/scheduledWebProud: The 5-Step Roadmap to Feeling Proud of Your Website Again! (available on Amazon)Book a discovery call with Jonny or Pascal: https://webproudmovement.com/🎯 Key Takeaways (with timestamps)00:19 – Welcome to episode 62: being found is not enough any more01:12 – You Ask, We Answer: has writing a website specification changed in the AI era?04:10 – Building E-E-A-T and trust into your website specification08:41 – Draft it yourself, then ask the agency to find the gaps09:31 – Jonny’s six essentials for a website brief10:51 – Website Stories: The Drum’s ‘Renaissance of Real’ and growing AI fatigue14:22 – Trust has to be experienced: real people, real stories, real numbers18:14 – Is AI content the new stock photography? The case for perfect imperfections21:46 – Website Engine Room: Ideogram for AI images with clean text23:16 – Website Engine Room: Gemini Scheduled Actions for weekly news curation26:06 – Website Call To Action: add a Key Takeaways box28:05 – Website Call To Action: Reclaiming the original spirit of blogging30:28 – Final reflections: authenticity, experience and the WebProud movement🔎 SEO Keywords & Tags:🔎 Primary Keywords:how to write a website brief, website specification document, website redesign with an agency, building trust on your website, E-E-A-T website content, AI search visibility, authentic content marketing, AI-generated content and trust🔎 Secondary Keywords & Tags:choosing a web design agency, website brief in the AI era, website credibility signals, Ideogram AI image generator, Gemini...

This is the 61st episode of the 90-Day Website Mastery Podcast, and Jonny Ross and Pascal Fintoni answer a critical question facing business owners and marketing leaders: Why is AI making product and service page updates so overwhelming, and why is your best copy actually sitting in your inbox?The discussion breaks down how to use AI as a thinking partner without sacrificing brand trust, why volume and speed must never replace quality, and how real customer conversations hold the key to high-converting landing pages.The episode also looks back at the major announcements from Google I/O 2026, revealing how AI Search Agents, YouTube discovery, and Google Maps are fundamentally reshaping modern Search Engine Optimisation.Jonny and Pascal explain why detailed long-form content matters more than ever, how AI summaries pull raw material from your site, and why online reputation management is now a company-wide responsibility.Finally, they shares two powerful web management tools and two immediate, high-impact website calls to action.If you want to make your website work harder, protect your online authority, and feel proud of your online presence, listen or read on:EXTRA: check out the new website: https://webproudmovement.com/ the future digital home for all things WebProud!❓ How Can I Update My Product & Service Pages Using AI Without Getting Overwhelmed?Stop confusing speed and volume with content quality; avoid attempting to rewrite dozens of pages at once.Your best service or copy page copy lives in your inbox. All you have to do is extract actual client emails, face-to-face conversations, objections, and FAQs.Focus on core marketing fundamentals first: Who is it for? What problem does it solve? Why should they trust you?Show the clear before-and-after journey to demonstrate real business transformation and value.Use AI to challenge and improve your thinking, not as a replacement for fundamental marketing strategy.Work in small batches (e.g., 5 pages at a time) and feed AI structured briefs, frameworks, and specific bullet points.❓ What Key SEO and Content Strategy Shifts Are Coming from Google I/O 2026?Based on the Google I/O 2026 keynotes, Jonny and Pascal break down 8 critical search shifts:https://www.youtube.com/live/wYSncx9zLIU?si=5P0Szi6tYOz5ARdf Three Core Entry Points: Recognise that Google Search, YouTube, and Google Maps are now the primary AI-powered discovery channels.AI Agents in Action: Prepare for AI Search Agents, AI Shopping Agents, and AI News Agents handling user queries directly within Google.Rise of AI Summaries & Citations: Understand that your website content serves as the essential raw material for AI-generated answers.End of "Short is Always Better": Prioritise explicit, detailed, long-form content over brevity so AI systems have actual facts to cite.Company-Wide Content Responsibility: Involve Sales, Customer Service, and HR to capture specialist knowledge across all business touchpoints.E-Commerce Structured Data: Implement rich markup and API connections so AI shopping bots can interface directly with your catalog and checkout.Google Maps as a Search Engine: Optimise your local profiles as AI overviews become integrated directly into Maps browsing.Control Your Brand Narrative: Publish thorough, accurate information so AI engines summarise your true brand story rather than making assumptions.❓ What Apps and Tools Can Help Me Manage My Website and Visuals?Gamma (Jonny’s pick): https://gamma.appAI-driven platform for generating presentations, microsites, lead magnets, and visually engaging documents directly from prompts.Integrates brand guidelines easily to produce clean, professional visuals without needing a full-time designer.Ideal for embedding visual slide decks into service or FAQ pages to increase dwell time and engagement.Google AI Studio for Workspace (Pascal’s pick): https://studio.workspace.google.com/Safe testing playground within the Gemini environment to build custom automated content workflows.Allows you to analyze customer email exchanges to uncover key questions and objection-handling copy.Excellent for curating industry newsletters into internal briefings or public news roundup blog articles.❓ What Quick Website Tweaks Will Improve SEO and User Engagement Today?Jonny’s Call to Action:Connect and validate your official social media profiles in Google Search Console. Provides Google with categorical proof of profile ownership, linking your cross-platform content to build entity authority and power search recommendations.Pascal’s Call to Action:Conduct a comprehensive audit of your industry news sources every six months. Review and diversify your content inputs across podcasts, white papers, and video feeds to power an authoritative news roundup workflow.REMINDER: check out the new website: https://webproudmovement.com/ the future digital home for all things WebProud!🎯 Key Takeaways (with timestamps)00:19 – Welcome to Episode 61: Your best services page copy is sitting in your inbox02:09 – You Ask, We Answer: Why updating product and service pages with AI causes overwhelm04:39 – Essential marketing basics to define before using AI prompts06:05 – Extracting authentic messaging from real customer conversations and emails07:38 – Managing AI workflows: Why you should work in small batches09:55 – Website Stories: Key takeaways for website owners from Google I/O 202611:43 – The three main AI discovery channels: Google Search, YouTube, and Google Maps13:15 – AI summaries and citations: Why explicit long-form content matters15:35 – E-commerce preparation: Integrating structured data for AI shopping bots20:32 – Website Engine Room: Visual content creation using Gamma23:18 – Website Engine Room: Automated news curation in Google AI Studio for Workspace25:11 – Website Call To Action: Linking social media profiles in Google Search Console27:55 – Website Call To Action: Auditing and diversifying your industry news sources29:46 – Episode 61 recap and final reflections🔎 SEO Keywords & Tags:Onsite Page & Copywriting Optimisation: services page conversion copywriting, product page content optimisation, inbox customer message mining, addressing buyer objections onsite, BCD AI prompting framework, high-converting landing page structure, before-and-after customer journey copy, small-batch AI content editing, trust building on product pages, E-E-A-T landing page signals.AI Search & Organic Visibility (Google I/O 2026 Focus): Google I/O 2026 search updates, AI Search Agents optimisation, AI Overview source citations, detailed long-form content strategy, YouTube search discovery, Google Maps AI overviews, e-commerce structured data for AI shopping bots, company-wide content management, brand narrative control.Onsite Tools, Technical SEO & Authority Building: Google Search Console social media profile linking, platform properties verification, Gamma presentation embeds for dwell time, Google AI Studio workspace content workflows, industry news curation strategy, authority building news roundup blog, website user engagement metrics.--👉 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 RossPascal FintoniAbout the HostsJonny 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 60th episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a question that stops many marketers from repurposing their best content: if you bring your social media posts onto your website, are you creating duplicate content that search engines will penalise? Prompted by a listener question, Jonny and Pascal dismantle this common myth, explain what "repurposing" really means, and reveal why the real risk isn't duplication at all. It's invisibility.The episode also explores why Instagram continues to outpace Facebook across the EU, and what that shift means for the visual content on your own website. Pascal shares a practical three-part framework for evidence, explanation and atmosphere visuals that any business can use to build a more human, more trustworthy site.Plus, Jonny and Pascal share the tools they are using to track AI visibility and simplify website data, along with two quick, practical actions you can take on your website this week.If you are responsible for growing your website's visibility, authority and connection with your audience, you will find lots of practical advice and insights in this episode.EXTRA: check out the new website: https://webproudmovement.com/ the future digital home for all things WebProud!❓ Are My Social Media Posts Duplicate Content? Should I Stop Repurposing Them to My Website?A listener wrote in to ask whether repurposing social media posts into website content creates duplicate content that search engines frown upon.The answer lies in the word "repurpose": this is not about copying and pasting.Take what performs well on social media, a post, a stat, a short video, and expand it into something deeper: more detail, more context, real examples from your clients, an FAQ section.What repurposing actually looks like:Use social media as a test bed first. Likes, comments and shares are free market research: if a post lands well, that's your signal to develop it further.Turn a "3 top tips" post into a "7 or 8 ways to..." article on your website, backed with real examples, evidence and background from your own client work.Change the format, not just the length. A video shared on social can become a written article with more copy. A short written post can become an infographic or a podcast segment instead, what Pascal calls "editing up" in his workshops.Turn a reaction to a news story into a deep-dive article: summarise the news item, add your own comment and analysis, then close with practical advice or actions readers can take.Add value the original post never had, such as an FAQ section addressing the questions people actually ask.You don't need to abandon the original post either. Embed it within the new article, or simply link out to it.Duplicate content across platforms is largely a myth. If it were a real problem, news websites couldn't all report the same story. Search engines can handle the same idea appearing in more than one place; they simply decide which version to surface.Search engines have been designed to scan structured, in-depth content, headers, subheaders and paragraphs, since the mid-1990s, not brief, author-less social posts.For most small and medium-sized businesses, the bigger risk isn't duplication. It's a website that hasn't kept pace with what you're already saying on social media, leaving AI tools and search engines with outdated or thin evidence about your business.Try it yourself: Google your business and your products. Social posts are rarely cited by Google, ChatGPT or Google AI Mode, largely because they lack a clear author and enough depth to satisfy what these systems are looking for.❓ Why Is Instagram Outpacing Facebook, and What Does It Mean for My Website's Visuals?Reacting to an article by Andrew Hutchinson on Social Media Today, Jonny and Pascal unpack why Instagram reached 297 million active users in the EU in H1 2026, ahead of Facebook's 264 million, and what website owners can learn from it.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.❓ What Tools Can Help Me Track Website Performance and AI Visibility?Jonny Ross's pick: Otterly.ai – tracks how your brand appears and is cited across ChatGPT, Perplexity, Google AI Overviews and other AI platforms over time. https://otterly.aiPascal Fintoni's pick: Google Site Kit – the free official WordPress plugin that brings Search Console and Google Analytics 4 data directly into your WordPress dashboard. https://sitekit.withgoogle.com/Both tools are designed to help you cut through the overwhelm of tracking performance across an ever-growing number of platforms and data sources.❓ What's the One Website Change I Should Make This Week?Jonny's Call to Action: Run the AI Visibility Test. Ask ChatGPT, Claude or Perplexity: "What does [your business] do and who is it for?" If the answer is wrong or thin, your website isn't giving AI enough to work with, so fix the gaps.Pascal's Call to Action: Refresh your blog. Using Hostinger's collection of 55 blog examples across different sectors as inspiration, treat your blog like a shop window and give it a proper reset and refresh. https://www.hostinger.com/uk/tutorials/blog-examples/REMINDER: we've been working on this new website: https://webproudmovement.com/ the future digital home for all things WebProud!🎯 Key Takeaways (with timestamps)00:20 – Welcome to episode 60: today's topic00:35 – Celebrating the milestone and a sneak peek at the new website02:18 – The listener's question: is repurposing social content duplicate content?03:19 – Repurposing vs. copying and pasting04:48 – Why duplicate content is mostly a myth07:45 – Using social media as a test bed for deeper content09:33 – Website Stories: Instagram overtakes Facebook in the EU11:51 – A three-part framework for evidence, explanation and atmosphere visuals15:42 – The three-tier pyramid of visual content, from professional to candid18:04 – Website Engine Room #1: tracking AI visibility with Otterly.ai20:46 – Website Engine Room #2: simplifying website data with Google SiteKit23:21 – Website Call To Action #1: running the AI visibility test25:01 – Website Call To Action #2: giving your blog a seasonal refresh27:33 – Final reflections and key takeaways🔎 SEO Keywords & Tags:Primary Keywords:duplicate content myth, content repurposing strategy, social media to website content strategy, website visual content framework, AI visibility tracking tools, website content strategy for small businessesSecondary 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--👉 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 RossPascal FintoniAbout the HostsJonny 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.❓ How Do I Create Long-Form Content Without It Feeling Like a Chore? (You Ask, We Answer)There's no fixed word count for long-form: it can be 800 words or, in Pascal's own test, 12,000 words across several platforms.If writing a full piece in one sitting feels daunting, publish it in instalments, part one this week, part two next, building toward a 2,000-3,000 word piece over a month.Long-form isn't limited to blog posts: it can be a guide, case study, e-book, podcast episode or video.Two reliable sources of inspiration: a monthly news roundup reacting to the past month's important developments, and a deep-dive expansion of a top-level answer you gave a client in a recent meeting.Annual reports, industry reports and sector data are also strong long-form territory.The real distinction: short-form leaves the reader thinking "interesting, but I need to think this through"; long-form answers the "so what, now what" and tells them exactly what to do next.❓ Why Is Trustworthiness the Most Important (and Hardest) Part of E-E-A-T?Trust is the final letter in Google's E-E-A-T framework: Experience, Expertise, Authoritativeness and Trustworthiness.Ahrefs' guide labels Trustworthiness "the foundational pillar" and, in Google's own guidelines, it is the most heavily weighted of the four.Ironically, it is the least interesting to build: there is far less storytelling and content opportunity in trust than in experience, expertise or authority.Google defines Trustworthiness around the accuracy, honesty, safety and reliability of a website and its content.Pascal raises a challenge to Google's own framing, suggesting trust may really be a byproduct of experience, expertise, authority and honesty combined, rather than a separate category on its own.Trust is baked into human decision-making long before someone reads your content: price, quality and "can this actually do what it says" all sit downstream of whether the buyer trusts the source.❓ What Quick Wins Build Website Trust Right Now?Website securityRun the whole site on HTTPS, keep GDPR and privacy policies current, and make checkout and payment pages visibly secure.TransparencyPublish a genuine About Us page, clear contact details, and state plainly when a page was last updated.AccuracyBack up any claim you make with evidence. Don't oversell products or services beyond what you can substantiate.HonestyOnly 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-visibilityExpertise: https://podcast.jonnyross.com/episode/137-repurposing-interviews-expertise-in-e-e-a-t-optimising-about-us-and-landing-pageAuthority: https://podcast.jonnyross.com/episode/138-optimising-images-authority-in-e-e-a-t-ai-audio-transcription-and-homepages🛠️ What Tools Can Help Me Build Trust and Visibility? (The Website Engine Room)Google Business Profile (Pascal's pick)Not a new tool, but Google is investing heavily in positioning Google Maps as the next internet browser, with AI mode built in.Be inventive with your listing rather than limited by the standard fields: add regular short-form updates and keep building genuine reviews.Tavus.io (Jonny's pick)Human-like AI that can see, hear and respond to emotion in real time, ideal for pre-sales conversations and qualifying inbound leads.Free to try: ask it what you're wearing to see how it reads visual and emotional cues.✅ What Quick Website Tweaks Will Improve Trust and Engagement? (The Website Call to Action)Jonny's call to actionAdd 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 actionMap 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.🎯 Key Takeaways (with timestamps)00:19 – Welcome to episode 58 and catching up after conference season02:36 – You Ask We Answer: what really counts as long-form content04:19 – Finding the motivation and inspiration to write long-form content09:53 – Short-form vs long-form and how to repurpose between the two11:00 – Where to find long-form inspiration: news roundups and client deep-dives13:49 – Website Stories: revisiting the Ahrefs E-E-A-T guide15:02 – Why Trustworthiness is the most important yet least glamorous E-E-A-T pillar17:35 – The trust checklist: website security, transparency, accuracy and honesty23:50 – Website Engine Room: Tavus.io's human-like AI26:39 – Website Engine Room: why Google Business Profile deserves another look29:40 – Website Call To Action: adding an "Ask AI about us" prompt32:01 – Website Call To Action: building a system to capture and publish testimonials34:19 – Wrapping up the Trust mini-series and final thoughts🔎 SEO Keywords & Tags:Primary keywords:E-E-A-T trustworthiness, Google trust signals, website trust checklist, website security HTTPS, long-form content strategy, Google Business Profile optimisation, AI visibility optimisation, customer testimonials strategySecondary 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--👉 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 RossPascal FintoniAbout the HostsJonny 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-multiplierThree things you will take away:Why brand is the biggest commercial lever in your marketing, and how clear positioning lets you charge moreSandra'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 higherBrand warms up the buyers, performance converts them. Why the two teams drift apart, and what joint accountability looks likeJump 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 monthMentioned 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 themBrand monitoring tools Sandra rates: https://www.brandwatch.com and https://brand24.com, plus asking ChatGPT to show its sourcesFull Circle, the Yorkshire brand reinventing how we talk about funerals: https://fullcirclefunerals.co.ukSandra 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.ukJonny Ross is a fractional CMO working with founders, CEOs and MDs of scaling businesses: https://jonnyross.comNew here? Follow the show and the next episode lands automatically.