John Corcoran: 10:54
So that’s a that’s a great point because we have like these testimonials here on our website. But what you’re saying is if you can get your clients to post that on whatever, like a directory, website or review website, it could be Yelp, it could be Google about your business that that is more valuable.
Bruno Felicidade Jones: 11:12
That is more valuable. So I mean, SEO works in different stages for different organizations, and it depends on the life of that organization. If you’re a startup, you’ve got to build that authority off your website. So LinkedIn, Reddit, Google, my business, you know, all those platforms and you should be writing some sort of article to be featured in a publication. If you’re a local business or an industry specific businesses.
There are industry specific publications, and a link from that publication to your website is of far greater value than spinning out loads of content. Okay. That’s for early stage. Then you get people that are kind of in the middle. They should be investing a lot more time and effort in SEO, because they’re starting to gain traction in authority off their website.
And then you have late stage companies. These are well-established companies. They’re well known in their industries. And those guys should be investing heavily in SEO. Now the benefit here is when you invest in SEO, it works for a or Geo, whichever term you want to use, which is what the search engines are.
Sorry, the the Llms are using. So yeah, you’ve got that external authority pointing to your website. And once you’ve got that kind of momentum, then you start building out more pages on your website.
John Corcoran: 12:58
Yeah. And I’ve come to realize that so many websites don’t have enough services pages. You know, that we were guilty of that for a long time. We had like one page that talked about the service we provided. And so can you talk a little bit about that, structuring the website to explain different services you provide, like how many is there a number of services pages that’s ideal?
Bruno Felicidade Jones: 13:21
No, there’s no specific number. So I mean the first thing that’s important is your page should be structured well. So you should have some sort of schema markup that’s like technical SEO. And that just helps the bots crawl your page more efficiently.
John Corcoran: 13:39
And that sounds really intimidating. But there are like plugins like Yoast and Rankmath that you can put into your website that can assess these pages for you.
Bruno Felicidade Jones: 13:47
They can assess those pages, and then they give you a little report at the bottom and says, okay, well, fix this, fix that. So you need to have that kind of structure in place. Then once you’ve had that structure. You should have in terms of service page, you should have one page that lists all your services and gives like a intro paragraph into those services. And then you should have ideally one page per service.
And now you’re linking from the index page of the services through to the individual services pages. That internal linking is very important. Also when you write an article you should somewhere in that page, feature the service that you’re talking about and link it to the service page. So those internal links are moving around quite a bit now. Those internal links on your website become quite critical as well.
That makes sense.
John Corcoran: 14:48
I was muted there. Sorry. I was going to pull up a couple of other. We got Ethan King’s on here and Robert’s on here. I was going to use them as guinea pigs here to maybe kind of show.
You can walk us through a couple of things here. If anyone else wants to volunteer their website, they’re welcome to. Or else I will just absolutely volunteer Ethan and Robert. So like, here’s Ethan’s website. Ethan’s a great guy.
I’ve had him on my podcast. He’s been doing more and more speaking in the AI space. So he’s got a speaking section here, he’s got an AI workshop, he’s got keynote topics, vision, movie workshop, EO workshops. Then he’s got a program section here. He’s got a books section.
Also. He’s got a number of different books. And just grab his about page. Here’s his about page. And there’s about page here.
Now he he has a number of different things that he’s involved in. It seems to me like it’s kind of coalesced around AI, but he also owns a clothing company as well. Any feedback on Ethan’s pages here in terms of the EEAT structure?
Bruno Felicidade Jones: 15:53
So. I mean, it it looked good. The about page looked good. I’m not sure what framework Ethan used, but whatever you’re setting up, you should be setting up for a human to read. It’s all very well to get indexed and to rank.
And then people arrive on the page and then bounce off within a couple of seconds because they didn’t the patient didn’t speak to or didn’t answer their question right away. So what you want to do is follow specific frameworks for. So for like the about page. There’s a guy called Donald Miller and he wrote the Story Brand Guide. And for about pages, I like to structure it like Donald Miller sets it up in his book.
It’s a bit of a long read, but he gives you like, the hero’s journey. And just remember, you’re never the hero. Your client’s the hero. You’re the guide. Just remember that if you ever read that book.
So you want to structure it like that. You want to have an entire. This is a great landing page because you’ve got a clear message up front. You’ve got immediate call. Call to actions down at the bottom.
I would try to limit to one call to action to to match.
John Corcoran: 17:19
It looks like he has three here says clarify your message. Free soundbite examples. Get the on demand course. Attend the live workshop. Schedule a workshop.
Bruno Felicidade Jones: 17:27
I saw that when you scroll down, there’s too many call to actions. You want to have one clear call to action, one clear next step.
John Corcoran: 17:36
Clarify your message. So I wonder if this is clarify your message. It looks like he’s trying to get people into some kind of product, whether it’s a live workshop or on demand course or a private workshop.
Bruno Felicidade Jones: 17:50
Yeah, the top of the page was really great. So that that would be like your three step offer. And that’s quite handy to have done at the bottom of the page. But at the top of the page, the you it’s cluttered with call to actions. And I’m sorry to be so blunt about it, but you’ve got top right hand corner, you’ve got two in the middle pop up.
Okay, you got the pop. Always good to have a pop up. There’s a few things that you want to own. You want to own your website because that’s not rented space. It’s yours.
You’re just paying for hosting. And then the other thing you want to own is some sort of mailing list where you’ve got people’s email addresses and sms’s. And the idea behind that mailing list is when you post something, the easiest way to get traction on it is to show the search engines that you have interest in those pages. So send out a newsletter and encourage people to go visit that page. You know, try to be enticing.
Don’t just say, here’s my latest blog and here’s the link because nobody’s going to click on that. Yeah. Yeah.
John Corcoran: 19:06
So so so that’s interesting here. So here’s also Roberts here. And he has a very different kind of business. So Sky High Party Rentals is his business. More of a consumer business.
They rent different party rentals and I know he’s put a lot of effort into SEO. Any thoughts or feedback on this one?
Bruno Felicidade Jones: 19:32
Well, it’s a busy page, but obviously you’re displaying the different types of inflatables there.
John Corcoran: 19:38
Yeah, 1005 star Google reviews. That’s incredible.
Bruno Felicidade Jones: 19:42
That is awesome. Yeah, that is a good hook. Yeah. If we could go back to the top. Just remember people look.
So if you load like Microsoft Clarity and you do an analysis of like where is this traffic? Where is it hot, you’ll find that the top of the page is always hot, the middle of the page is always lukewarm, and the bottom of the page is always cold. And then if you look at your traffic analytics, you’ll see that a lot of people spend time on the top of the page. Some people spend time at in the middle, and very few people make it to the bottom of the page. So yeah, I mean, a tool like that would really help optimize this website to just see where people are clicking.
That is more of a kind of skill set SEO. But I mean, in terms of this website, I mean, it’s it’s a kids. So you want to be fun and playful. I mean, it does that. It’s got.
Yeah. Again it’s got. Yeah. It’s it’s got check the availability is there.
John Corcoran: 21:03
So in terms of E. So we’ve got this indicator a thousand plus five star ratings. He’s got you know fully insured I guess these things are kind of reassuring questions that people might have in their mind that the product’s going to be clean, that it’s on time. I don’t know if that gets to E.
Bruno Felicidade Jones: 21:22
But no, that doesn’t really play an influence in the. The big thing that’s working in favor of this website is a thousand plus reviews. And he’s pulling the Google plugin. So that he’s got all those reviews coming up on his website. So that is where E is coming in on this website.
If we go to the about page.
John Corcoran: 21:47
Let’s see where it is.
Bruno Felicidade Jones: 21:47
Does it have a clear about page. It’s hidden.
John Corcoran: 21:52
Sure. Yeah. Look at the bottom. Help. How do we do.
Help. Contact. Not sure that they do.
Bruno Felicidade Jones: 22:01
Yeah. So I would add an about page as as like. But I’m sure it doesn’t really matter because they’ve got so many reviews.
John Corcoran: 22:12
Right. So I guess that’s what matters the most.
Bruno Felicidade Jones: 22:16
Yeah. And then And the off page reviews which would here’s Robert.
John Corcoran: 22:21
Oh, here’s about us. This might be their only about area.
Bruno Felicidade Jones: 22:24
Yeah. I would put this on a separate page. Yeah.
John Corcoran: 22:30
Yeah.
Bruno Felicidade Jones: 22:31
That’s the only thing.
John Corcoran: 22:33
Yeah.
Bruno Felicidade Jones: 22:33
Right at the bottom. Yeah.
John Corcoran: 22:35
Yeah. Okay. Anyways you want to go back to. So back to this page. Feel free to rip it apart.
So you know on this page. Oh one thing I want to ask you about is I think this was your idea was, was linking to well, in this case we actually link it over to a different page that then has information about me. And there’s a separate page for my co-founder from my business partner. And so this page has kind of like different subsections about our background, has links to different books that I’ve been featured in, links to places that I’ve written. That’s kind of the idea behind this.
I know that also you are an advocate of like linking on with the with your name to your LinkedIn page. Can you talk about that a little bit?
Bruno Felicidade Jones: 23:26
Yeah. So, you know, it’s all about establishing off site authority. And so that that goes to speak to to to that off site authority is like okay, where are you featured? Who are you engaging with, who you’re connected to. So that’s but you’ve got a lot more here because, you know, you’ve written for other publications.
And so this is an amazing profile where you’ve established your authority off site.
John Corcoran: 23:58
Yeah.
Bruno Felicidade Jones: 23:59
Yeah. So for people that are starting off or people that have little traction and, and haven’t written all these things and been featured on other websites, a simple way to do it is to get involved with your local chamber of business and, you know, list with them. They typically have a member list. And, you know, you start kind of building up that repertoire. Yeah.
John Corcoran: 24:30
What do you think about, you know, going and like setting up profiles on different pages like About.me comes to mind. That’s an easy place where you can you can set up a profile for yourself and then linking back to your website.
Bruno Felicidade Jones: 24:43
Yeah, yeah, I don’t know. It depends on what content you’re going to load on there. And how people are going to engage with it. I would be a better advocate for having a subreddit or a Substack where you releasing content within a community and people are engaging with that content rather. And you can do this on LinkedIn as well.
You can publish articles on LinkedIn and get your network to to engage with that. So I’d be an advocate for that. I don’t know a lot about the about me and what sort of content you post on there.
John Corcoran: 25:30
I think my impression is it’s just a place where you put up your bio and some of your other links, and some people use it as kind of like a landing page on the web, and then they link out to other parts, but I don’t know if it does much more than that. Maybe you can publish content. I’m not sure. There’s there’s like medium, you know, you could write for medium or a place like that or back in the day it used to be Huffington Post.
Bruno Felicidade Jones: 25:50
Yeah. I mean, there’s also services out there like The Hoof and others that would take your written content and publish it all across the web. What you need to be looking at is how unique is that content? Because if it’s not unique and it’s just an AI generated piece of content, then what value does it bring? So one thing that you got to bring to the table is like a perspective on a subject matter that nobody else has.
John Corcoran: 26:28
Another thing I wanted to ask you about, so we started using this, excuse me, like bio page, bio block at the bottom of blog posts that we write. Let’s see. Hopefully it’s at the bottom of this one. Yes. There we go.
So about the author. It has a link to my LinkedIn page here has the bio, has a link to my podcast, those books that I mentioned and places that I’ve written for. So what are your thoughts on this?
Bruno Felicidade Jones: 27:03
This is awesome. You should absolutely do this kind of thing because and especially if you’re adding a unique twist or perspective on subject matter, or you have some statistical data that nobody else has, then and you just say, okay, well, this is my data. This is what I think about the subject matter, and this is who I am, is absolutely crucial. Just saying. Published by Let’s Rise 25 does absolutely nothing to establish your authority on the subject matter.
So what you’ve done here is 100% correct.
John Corcoran: 27:44
And and one other thing. Now I know that the LMS are favoring newer content. We don’t actually have the date published on here on our blog post by default, because we didn’t want it to look out of date. I’ve heard other people say that it’s better to indicate when you update it, and you should try and update it within 90 days, so that sounds pretty unwieldy if you, you know, are publishing blog posts you know, regularly, like going back and updating them every 90 days could be a full time job. Any particular thoughts on that?
Bruno Felicidade Jones: 28:17
Yeah. Look, so having a date doesn’t matter because your metadata will tell the LM or the search engine when it was published. Okay. So having it on the front of the page doesn’t matter. Okay.
Also, when you republish, the date gets updated, especially if you’ve made changes, it automatically updates the time date stamp. So you know that is it’s I would in terms of that 90 day argument, I wouldn’t update all my pages every 90 days. If you look at your Google Analytics, see which pages are getting traction. Also see what pages are being indexed by Google and rather update those pages where you’re getting traction rather than updating your entire website. Because if you’ve got 300 400 articles on your website to update that, I mean, that’s a full time job.
Yeah. Either update the pages that are being indexed and the pages that are getting traction.
John Corcoran: 29:25
Okay. All right.
Bruno Felicidade Jones: 29:28
Every 90 days is like I don’t know. Do you have something? Do you have a new take on it every 90 days? Because if you don’t take on it.
John Corcoran: 29:36
Yeah.
Bruno Felicidade Jones: 29:37
Then I wouldn’t, you know, like, why are you updating it?
John Corcoran: 29:43
Right, right. And just. And then. So another another question is I’ve even seen some people that say this was drafted by me. So and so Joe Smith or whatever, with help from Gemini. And I think the theory there is that they want to be, I guess, honest and transparent with the eyes that, you know, when an LM was used for generating the content. But I’m kind of curious what your thoughts are on that.
I know that I have also read that Google at least says that there’s no penalty for AI generated content, as long as it’s valuable. The most important metric is is it valuable or not?
Bruno Felicidade Jones: 30:24
Yeah. So look, they all expect that a lot of the content is going to be done by AI. Even the stuff that I write gets revised by Grammarly, which is just another AI that tidies up my spelling, tidies up my grammar. So they expect that these things are going to happen, and that you’re going to use Llms to be more productive. So you don’t need to state that they already know.
It’s obvious why. What you need to make sure is that the content is valuable and has either Factual information that is not available elsewhere on the web or has a unique perspective on it. A unique take that is of more value to the LMS. Like if you bring your world experience into your writing, that is of far more value to an LLM than to know that you used Gemini or ChatGPT to help you write the article. There is one.
Thing I would do differently on the top here. You’re writing for humans. Sometimes people land on a page and they want a really quick answer.
John Corcoran: 31:40
Oh, like a TLDR, which we actually don’t have here, but on other blog. Like, is that what you mean, like an executive summary.
Bruno Felicidade Jones: 31:46
A really quick take on what’s being presented? Recently I’ve taken to doing sort of like infographic type Content for the top of our pages. And I just what I do is I say to Gemini, I mean, it’s really not a big thing. I mean, I just go to Gemini and I say, please create an infographic for me on this. And I tell it to output to canvas so that it doesn’t create an image.
So this is terrible because, you know, I’m preaching here, but I’m like the plumber whose plumbing doesn’t work.
John Corcoran: 32:25
Well, that’s the case with everyone. That’s the case with everyone.
Bruno Felicidade Jones: 32:27
So go to.
John Corcoran: 32:28
I think I did see that last time I was on your website.
Bruno Felicidade Jones: 32:31
If you go to Trace Times.
John Corcoran: 32:32
Okay. Trace times there. Okay.
Bruno Felicidade Jones: 32:34
Yeah. That’s where we put our blog and just click on one. Yeah. Just click on that. And you’ll.
John Corcoran: 32:40
See okay cool.
Bruno Felicidade Jones: 32:41
Little infographic. It’s a quick take of what’s in this article. And if somebody wants to dive deeper than.
John Corcoran: 32:48
The article down here.
Bruno Felicidade Jones: 32:49
They’ve got the whole article.
John Corcoran: 32:50
Okay.
Bruno Felicidade Jones: 32:51
Yeah.
John Corcoran: 32:52
Yeah. So you kind of put that at the top of the article.
Bruno Felicidade Jones: 32:55
I just put that at the top of the article.
John Corcoran: 32:57
Yeah.
Bruno Felicidade Jones: 32:59
Yeah. Because this article is quite intense. It’s got quite a bit of data in the table there.
John Corcoran: 33:07
Yeah, yeah, that’s cool advice. So you do you write the article first and then go to Gemini and say create an infographic based on this article.
Bruno Felicidade Jones: 33:17
Absolutely. So that’s what we do. I’ve also fitted some of like our graphic guidelines from our brand book so that it looks like it belongs on our website. Yeah okay.
John Corcoran: 33:28
So they’re consistent.
Bruno Felicidade Jones: 33:30
Yeah. It’s not something that doesn’t belong.
John Corcoran: 33:37
And then I want to I want to ask you about this. You said as long as the the articles are unique and like if you take that to its extreme, you could say, okay, well, I’m, you know, I want to write about brand awareness campaigns, but I want to give my unique spin on it. I’m a I’m a Star Trek fan. So I’m a Trekkie. So I’m going to talk about like six brilliant brand awareness campaigns from Star Trek.
Like that would be unique. But the question would be would it be valuable? Yeah.
Bruno Felicidade Jones: 34:07
So obviously you’ve got to make it valuable to your audience. Yeah. And like I get asked this all the time, like where do we find value value in our business. And so like the easiest way to do it is speak to the sales people because they get asked regularly about certain topics.
John Corcoran: 34:28
Yeah.
Bruno Felicidade Jones: 34:29
So sales service or support centers you know what questions keep coming up about that topic. Those are like things that you should be addressing on your website, either as a resource. You know, with Gemini. Now you can create like a little calculator to calculate whatever needs to be calculated, You know, or, you know, just create something interesting around those things. Not only can well will it rank because it’s specific to your business, your product and what clients are asking about that.
But it’s also then becomes a resource for your sales team that will then further promote. Remember, like I said, you should have a mailing list to which you’ve written. Okay. Now the the salesperson can say, hey, this is what we do to address that problem. And here’s additional information if you’d like.
And so you’re generating more traffic and you’re like because you’re getting more traffic you rank higher.
John Corcoran: 35:35
Yeah. Yeah. Actually it’s funny you mentioned that because I’m a big advocate of email marketing, building an email list. I think so many service companies don’t do a good job of that. And we could have a whole another presentation on that.
But that last piece of what you recommend is when you publish a piece of content, sending an email out to your email list to tell them about that content in a relevant way. Not like go check out my latest blog post. But you know, if if if you’re struggling with brand awareness campaigns to transform your marketing. I just wrote an article that might be helpful about seven brilliant brand awareness campaigns that you could use something like that, right? And so that last piece is really good advice.
Bruno Felicidade Jones: 36:11
Yeah. So for a bakery that we have as a client, what we’ve done is we tell this beautiful story and then we feature a product at the bottom of the story. It’s like the product, but we also have the product featured throughout the content that we’ve written. And so the one was about pruning roses. And now obviously it depends on your audience.
Right. So if your audience likes pruning roses, you should definitely talk about it. But you know, we spoke a little bit about pruning roses and then we said, you know, and this product is fantastic. And it was just a cake. This cake is fantastic to have with tea when you invite your your friends over to prune roses.
And that generated I mean cake that generated like 100,000 in sales.
John Corcoran: 37:04
That blog post.
Bruno Felicidade Jones: 37:06
It wasn’t. Yeah. Well it was a blog post that that was then converted into an email newsletter.
John Corcoran: 37:13
Oh, wow.
Bruno Felicidade Jones: 37:14
Newsletter generated 100,000 sales.
John Corcoran: 37:16
Wow. Amazing. Amazing. That’s amazing. Any other. If anyone has any questions, feel free to post them in the chat here.
If not, we can begin to wrap things up. But Bruno, any other thoughts on building authority? Trust e t anything else we haven’t covered?
Bruno Felicidade Jones: 37:34
Well, there is one thing that you mentioned early on. Long tail. Long tail has become really I mean, it it was a thing back in 2008. The long tail search query.
John Corcoran: 37:50
Yeah.
Bruno Felicidade Jones: 37:52
It’s now because people are entering such specific questions into ChatGPT.
John Corcoran: 37:58
It’s like the long tail is back, baby.
Bruno Felicidade Jones: 38:01
Yeah. Long tail’s back. Yeah. So if you can answer those long questions, you know that’s back.
John Corcoran: 38:09
Yeah.
Bruno Felicidade Jones: 38:09
Another thing to consider is that heading down the road certain. Well, these llms are going to start making purchases for people. So the idea that ChatGPT has in mind is okay, Bruno wants to have a new coffee grinder, so I’ll say ChatGPT. I want a new coffee grinder. I don’t want to spend more than 100 bucks.
Order it for me. I’ll want so many star reviews. These are my preferred brands. Order me one. and ChatGPT will go and order this coffee grinder for you, and then it will arrive at your doorstep.
That’s where things are going. And so SEO is becoming more and more important because of that. So now how do you present yourself to these search engines that are going to make these autonomous decisions?
John Corcoran: 39:04
Yeah, yeah. And you’re right. I was just talking with a client about this, like these long tail keyword terms. You know, we got a client that’s a painter. And, you know, I was doing some research on the terms that that that were getting surfaced for his business, and they were, like, very specific long ones about dry rot with painting and eco friendly painters and different regionals, different cities, like we’re talking like 9000 person cities that people were searching on or finding painters that were available to paint on the weekends.
You know, very specific, like probably some commercial property that couldn’t have people, painters, one of the painters to paint on the weekends instead of during the week when the workers are there. So, you know, like having an article written on those makes you more likely that you’re going to get surfaced when someone puts in those really long tail term searches.
Bruno Felicidade Jones: 39:55
If you like a a small business in Steamboat Springs, for example, write specific about what’s happening in your community. So let’s say you’re an architectural services company or a consultant and you want to say, okay, well, these are the trends that are happening in Steamboat Springs, and these are the colors that we’ve done in the last 20 projects. So that’s like a really long tail search, but that’s you’re going to surface to the top because everybody in your community wants to know what are those trends happening locally in my town. You know, they might not worry about what’s happening in Chicago.
John Corcoran: 40:41
Yeah, yeah for sure. They’re going to be very specific about it. So even more important to focus your SEO on that. Well this has been great Bruno, thank you so much for for coming here today and sharing these ideas. Let me share for everyone your contact info so that they can reach out to you. And in the meantime.
So bruno@tracebrandbuilding.com. tracebrandbuilding.com is the website. Anywhere else people should go to connect with you or learn more about you.
Bruno Felicidade Jones: 41:13
I’m available on LinkedIn, but I mean, if you just drop me an email.
John Corcoran: 41:18
Best place.
Bruno Felicidade Jones: 41:19
That’s awesome.
John Corcoran: 41:19
Great, great. Okay, Bruno, thank you so much.
Bruno Felicidade Jones: 41:22
Thank you John.
John Corcoran: 41:23
Okay, have a good one. Thanks, everyone. Bye, guys.
Outro: 41:28
Thanks for listening to the Smart Business Revolution Podcast. We’ll see you again next time and be sure to click subscribe to get future episodes.