#126 20 Urgent SEO Actions for the AI Summaries Era, GEO, Content & Authority

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.Key Context: The AI Search RevolutionThe search landscape has fundamentally shifted:November 2022: ChatGPT launchedMay 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 USACurrent 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.00:10:30 - Part 1: GEO & The New Rules of Visibility (Actions 1-6)Johnny's Essential Actions:Prepare for AI Crawlers - Create an experimental llms.txt file to signpost your best content to AI search enginesTrack AI Citations, Not Just Traffic - Monitor brand mentions across ChatGPT, Perplexity, and Google SGE using tools like RightsonicAdopt GEO Thinking - Understand Generative Engine Optimisation as an expansion of SEO, focusing on AI models as new browsersPascal's Essential Actions:Add TL;DR or Key Takeaways Sections - Create scannable summary boxes at the start of your content, similar to news websitesWrite 'AI-Quotable' Content - Break content into self-contained paragraphs that can be extracted independentlyPublish Content Authored by You - Maintain consistent voice and authority, as AI summaries deprioritise purely AI-generated content00:17:15 - Part 2: Onsite Optimisation for AI Summaries (Actions 7-12)Johnny's Technical Optimisations:Use Structured Data (Schema Markup) - Implement FAQ, How-To, and Organisation schemas with enhanced properties like "Same As," "Known For," and "Area Served"Update Metadata with AI-First Formatting - Include location terms (UK-wide, nationwide) in headings and bold key phrasesEnsure Semantic Structure & Speed - Optimise for AI crawlers with fast loading times, proper HTML structure, and ensure AI bots aren't blocked by CloudflarePascal's Content Strategies:Write With AI Follow-ups in Mind - Use "People Also Ask" suggestions to create supplementary content that follows AI conversation patternsRethink Your 'About Us' Section - Transform it into a Q&A format as if being interviewed by a journalist, including location-specific informationCreate Evergreen Authority Clusters - Organise content into thematic hubs with strong internal linking between related pages00:26:23 - Part 3: Offsite Authority & Strategic Adaptation (Actions 13-18)Johnny's Reputation Building:Monitor Brand Mentions Across the Web - Track citations using tools like Brand24, SEMrush, or Mention, focusing on partnerships rather than just backlinksEngage 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)Adapt to the Visitorless Web - Reduce dependence on website visitors and rethink your website's role in the customer...

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.❓What Does Storytelling Really Mean for My Website?The StoryBrand Framework (Donald Miller's 7-Step Process):Your visitor is the hero, not your business—speak directly to their needs, frustrations, and goalsIdentify 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 solutionProvide a clear plan and call to action—simple steps, not complex dropdown menusShow 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 featuresInclude real customer stories and testimonials throughout your siteCreate emotional threads that guide visitors through a clear journeyPascal's Two-Part Storytelling Framework:Story: The structure of what you've observed, why it's happening, and what people are trying to achieveTelling: The format you choose—words, images, videos, sounds—to deliver that narrativeFocus on relatable anecdotes and case studies that supplement facts with human connection❓What Are the Key Takeaways from London Tech Week 2025?Jonny's Five Major Insights:1. AI Integration is Non-NegotiableAI was mentioned in every conversation—it's no longer a bolt-on featureMust be embedded across the entire business, not just marketingApplications: content drafting, customer support chatbots, real-time analytics summaries2. Sustainability SellsGreen tech and climate-focused startups had dedicated stages with packed audiencesInvestors are actively seeking businesses with sustainability storiesShowcase local sourcing, carbon offsetting, renewable energy usage3. AI Fluency is the New Basic SkillJob requirements now include AI competency alongside Excel and WordTeams need employees who can write prompts, experiment with tools, and embrace curiosityFrom admin teams cleaning...

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.❓ Should I Add AI Chatbots to My Website?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 trainingDefine clear boundaries for what the bot can and cannot doEstablish workflows for when to transfer to human supportFocus on specific parts of your website rather than the entire siteSet up knowledge bases and tone-of-voice guidelinesStrategic 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?❓ What Does Google I/O 2025 Mean for My Website Traffic?Major Changes Coming:AI Mode: A parallel search experience that will be heavily media-rich, creating infographics, videos, and audio summaries automaticallyMulti-Modal Search: Users can now search by voice, camera, sketching, or traditional typingZero-Click Results: Expect dramatically reduced website traffic as AI provides complete answers without users visiting your siteWhat This Means for Your Business:Traffic Will Decline: Traditional website analytics will show less evidence that your SEO efforts are workingNiche Down: Longer, more detailed AI queries favor highly specific, specialized contentBe Explicit: AI can only work with the information you choose to share—generic content will make you invisiblContent is Critical: Case studies, reviews, and detailed service descriptions become even more importantMedia Creation: Google will create visual content about your business based on your written content❓ What Video Creation Tools Should I Be Using in 2025?HeyGen.com (Jonny's Pick):AI-powered tool for creating lifelike avatar-based videosPerfect for customer communications and internal trainingScalable and highly personalizableUsed by organizations like the NHS for staff communicationsFocus on finding unique use cases beyond the obvious promotional materialsInstagram Edits (Pascal's Pick):Dedicated vertical video editing app from...

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.🤔 Who Actually Owns My Website After It's Built?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 changedKey areas to clarify: custom code, design elements, stock images, plugins, and data ownershipWhat to do: Have an upfront conversation about IP ownership and negotiate licensing agreementsEnsure you get perpetual licenses for any proprietary solutions the agency wants to retainAlways verify that stock imagery and video licenses are properly transferred to your businessRed flag: Never sign contracts without understanding exactly what you're buying vs. what you're licensing📈 Why the "Ostrich Effect" is Killing Your Brand During Tough TimesBased 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:Cutting marketing budgets when times get toughSwitching to dull, rational, performance-driven campaigns that bore consumersThe 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 connectionKey elements for effective marketing: Dialogue, music, storytelling, real people, and strong sense of placeOpportunity during downturns: Media costs are often lower, giving you higher share of voiceRoy Sutherland's advice: Ring-fence 10-15% of budget for testing and experimentationRemember: Emotions drive profit — boring, neutral content achieves nothing🛠️ Powerful Tools for Website Managers and Content CreatorsBardeen.ai (Jonny's pick):AI-powered workflow automation tool that works within your browserKey features: Right-click to send tables to Google Sheets, automate keyword rank checking, bulk content uploadsPerfect for eliminating repetitive tasks and speeding up data managementThink of it as: Advanced keyboard shortcuts for your entire workflowCanva Vertical Video Templates (Pascal's pick):Recently refreshed and significantly improved social media templatesPerfect for: Creating professional reels, stories, and LinkedIn video...

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.❓How Do I Create Effective Customer Personas for My Website Project?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 meetingsCapture demographic details including sector, seniority level, and decision-making authorityDocument pain points and questions that prospects frequently raiseFocus on language and communication preferences to improve conversion ratesCreate your own template rather than copying generic persona formatsUpdate regularly - personas should be living documents that evolve with your businessUse personas across all marketing - not just website design but social media, SEO, and content strategyRemember 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.❓What Is Universal Search Optimisation and Why Should UK Businesses Care?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 BingJonny's 12-year-old daughter searches on TikTok and Snapchat for school informationAI platforms like ChatGPT, Perplexity, and Gemini are becoming primary research toolsGoogle itself now serves AI summaries, featured snippets, and multimedia resultsWhere to Focus USO Efforts:Traditional search engines: Continue optimising for Google and BingSocial media platforms: Instagram, TikTok, Facebook, Pinterest, and LinkedInAI search tools: ChatGPT, Perplexity, Gemini, and other conversational AIE-commerce marketplaces: Amazon, Etsy, and sector-specific platformsEmerging channels: Podcast platforms, forums, app stores, and digital publicationsImplementation Strategy:Diversify content formats - combine text, video, audio, and interactive elementsStructure your data properly for AI and search engine...

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.❓ How Should I Optimise Website Images for Better SEO Performance?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 accessibilityCompression: Convert to WebP format (26% smaller than PNG) using tools like Squoosh or WordPress plugins to improve page load times❓ What Is Backward Design for Content Creation and Why Does It Matter?Instead of starting with keyword research, Purna Virji's backward design approach begins with your end goals:3-Stage Framework:Reflection: Define business outcomes, audience behaviour changes, and optimal content formatsPlanning: Create a one-page content brief documenting target outcomes, audience questions, and platform preferences before writingMeasuring: Track the Four R's - Reach, Reactions, Response, Results❓ What Tools Can Streamline Image and Video Content Creation?Designify.com (Jonny's pick):AI-powered image editing and enhancement platformQuickly transforms ordinary photos into professional-quality imagesOffers batch editing capabilities for multiple imagesFree version available with premium upgrade optionsScreencastify (Pascal's pick):Screen recording tool for creating video messages and tutorialsRecords screen, webcam, or combines bothPerfect for personalised client communications and educational contentGreat alternative to Dropbox Capture (which is being discontinued)Enables creation of "whiteboard Friday" style content for websites❓ What Immediate Website Changes Will Boost Performance and SEO?Jonny's Call to Action - Image Compression:Audit all website images for file size optimisationConvert existing images to WebP format for faster loadingUse compression tools or plugins to maintain quality whilst reducing file sizesFocus on homepage and key service page images that impact user experiencePascal'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" formulaUpdate landing page copy to reflect current brand messaging and languageRe-promote updated resources to existing contacts and new audiencesEnsure resources are optimised for AI summary inclusion and...

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.❓ You Ask, We Answer: How Difficult Is It to Update My Logo Everywhere?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.📖 Website Stories: Getting C-Level Buy-In for SEO InitiativesThe 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.⚙️ The Website Engine Room: Tools to Boost Your Content GameThis 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.🔑 The Website Call To Action: Quick Wins for Your SiteJonny and Pascal leave you with two powerful website tweaks you can implement immediately:Jonny Ross — Personalised ContentUse 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 UpdatesAvoid 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.🔑 Key Takeaways — What You’ll Learn (with timestamps)00:00 Introduction to episode 40 and website mastery...

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.❓ Can AI Content Creation Really Harm My Website’s Google Ranking?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.❓ What Content Marketing Strategy Shifts Should We Make for 2025?Based on Philip Van Dusen’s 2025 Content Marketing Strategy, Jonny and Pascal break down 8 critical changes:Shift from Volume to Value: Prioritise quality, depth, and usefulness over publishing frequency.Create Connection & Community: Build private groups, run live Q&As, and encourage audience interaction.Focus on Customer Journey Content: Craft content for awareness, consideration, and decision stages.Leverage Micro-Content: Repurpose long-form content into multiple bite-size pieces for cross-platform promotion.Tell Stories with Purpose: Use real stories that reflect your brand’s values and impact.Hyper-Personalise Using Data and AI: Combine CRM data with AI for highly tailored content.Use Individual Voices: Showcase real people behind the brand to build trust.Experiment with Interactive Content: Integrate AR, VR, quizzes, and live streaming for deeper engagement.❓ What Image Tools Can Help Me Create Better Website and Social Graphics?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.❓ What Quick Website Tweaks Will Improve SEO and User Engagement?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

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.Frequently Asked Questions Covered In This EpisodeDoes updating my website regularly still impact my Google rankings?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.How can small businesses leverage AI like Google’s Gemini or Notebook LM?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.What tools can help my marketing team create better content faster?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.How can social proof pop-ups increase conversions on my website?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.Why is updating your website’s privacy policy and terms critical for SEO and compliance?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.Key Takeaways &amp; What You’ll Learn (with timestamps)00:17 – 02:08 – Introduction &amp; celebrating WebProud’s launch02:15 – 07:10 – Does updating your website improve SEO? The truth about content freshness07:18 – 14:15 – Google’s AI-powered TV and how small businesses can leverage emerging AI14:28 – 20:57 – AI tools that simplify content creation: Rytr and Notebook LM21:09 – 26:30 – Website call to action: Implementing social proof pop-ups &amp; reviewing your privacy policy26:31 – 28:56 – Final reflections, action steps, and additional resourcesActionable Resources MentionedNotebook LM by Google – notebooklm.googleRytr AI Copywriting Tool – <a href="https://rytr.me/" rel="noopener noreferrer"...

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.🔥 What You’ll Learn in This Episode (Timestamps)[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 &amp; internal linking[27:03] Memberships, trade bodies, and trust-building content for B2B websites🤔 Frequently Asked Questions (SEO-Friendly Subheadings)How do I stop my company updates from becoming repetitive?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.How can Search Console help me optimize my website SEO?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.Should marketing leaders still pay attention to Google Trends?Absolutely. Pascal explains how Google Trends offers real-time insights into changing search behavior, and how AI summaries are beginning to influence search patterns.What AI tools can marketers use to simplify website content creation?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.What simple website changes can improve engagement and SEO today?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.🛠 Key Solutions and Tools MentionedLeonardo.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.💡 Why This Episode Matters for Marketing LeadersBuild content systems that scale — even with small teams.Apply the latest Google Search updates to