How to Build Trust Signals That Win with AI and Buyers [Endless Customers Podcast Ep. 121]

This transcript has been generated by AI and not checked for accuracy. 

00:00:00:03 - 00:00:06:08

Mary Brown

The three things that, when combined, are going to help you get found by AI and search engines, I call it the Trust trifecta.

00:00:08:21 - 00:00:11:00

Mary Brown

So I'm talking about educational content

00:00:11:00 - 00:00:11:17

Mary Brown

reviews

00:00:11:17 - 00:00:13:18

Mary Brown

and case studies. You put those together.

00:00:13:18 - 00:00:14:08

Mary Brown

transaction.

00:00:14:08 - 00:00:14:19

Mary Brown

Trust

00:00:17:14 - 00:00:36:09

Bob Ruffolo

You're listening to the Endless Customers podcasts brought to you by the team at impact! Endless customers is the proven system to become the most known and trusted brand in your market. You might start to learn the principles of endless customers and how you can implement them in your business. Pick up a copy of Endless Customers, the national bestseller, wherever books are sold.

00:00:36:10 - 00:00:56:15

Bob Ruffolo

Ready to start implementing endless customers in your business? Talk to impacts about how our coaching program can help you implement endless customers to success. And if you want, experience endless customers in person. Do not miss our upcoming conference Impact Live August 18th through 20th in Hartford, Connecticut. There are limited spots available, so make sure you register today. And now onto the show.

00:00:56:16 - 00:00:58:20

Bob Ruffolo

Here's your host, Alex Winter.

00:00:58:23 - 00:01:18:02

Alex Winter

When a buyer lands on your website, the question in the back of their mind is simple. Can I trust you? And today, it's not just buyers making the judgment call. It's also AI tools like Google ChatGPT and Perplexity. That's why trust signals are no longer optional. They're the difference between being recommended or overlooked in between winning lead or losing one.

00:01:18:04 - 00:01:38:01

Alex Winter

Joining me today is Mary Brown, website strategist here at impact. Mary works with businesses every day to identify the gaps in their websites that erode trust and to put strategies in place that build credibility with both humans and AI. In our conversation, we're going to dig into what trust signals really are, why they matter, and how you can start implementing them on your site right away.

00:01:38:03 - 00:01:41:00

Alex Winter

Mary, welcome back to the show.

00:01:43:06 - 00:01:44:05

Mary Brown

Thank you. Happy to be.

00:01:44:05 - 00:01:51:06

Alex Winter

Here. We're happy to have you here. We've been doing a lot of, like, virtual. So to have a real human in the office with us here in the studio is just wonderful.

00:01:52:03 - 00:01:53:09

Alex Winter

Yeah. And it's it's a big day.

00:01:53:09 - 00:01:59:13

Alex Winter

It's your birthday in a. It's true. Not tonight. It's on every year. It keeps happening. Yeah. Now everything only for me.

00:01:59:19 - 00:02:02:03

Alex Winter

Happy birthday. Yeah. Hope you have a great year ahead.

00:02:02:06 - 00:02:02:18

Mary Brown

Yeah.

00:02:02:21 - 00:02:21:13

Alex Winter

So cool. Well, guess what we're talking about today. Tell me our favorite topic here. We're talking about websites. But not just websites. We're talking about how I can trust signals are so important for your websites going forward into the future. But before we get into that, can we just set the stage for people who maybe don't know who you are?

00:02:21:15 - 00:02:25:09

Alex Winter

Just tell them what you do here, impact a little bit about your your background and just your day to day.

00:02:25:13 - 00:02:50:21

Mary Brown

Yes, I do that. So I am an actually website strategist. So I work with clients in a couple different capacities. I will either help them with website projects. So if you need a new website, yes, that is absolutely one of the things that I will help with from strategy to launch. I also help clients where if they already have a website that we're working with, just optimizing on the sites, that how do we test and tweak in always and make because, you know, with links never again.

00:02:51:02 - 00:02:51:12

Alex Winter

That's right.

00:02:51:12 - 00:03:02:19

Mary Brown

And so that is one of my favorite things to do. And I'm really, really excited to talk about this topic about and I trust enough because it's a huge part of the optimization game right now for everybody.

00:03:02:22 - 00:03:12:15

Alex Winter

Yeah. So when you when you say trust signals, what does that mean? Like what can you just define it? I know what it means. If you've read the book and lists customers, you probably know what it means. If you've seen any

00:03:12:15 - 00:03:17:03

Alex Winter

endless customer lives, you know what that means. But can you just define it for our listeners and our viewers out there?

00:03:17:04 - 00:03:31:20

Mary Brown

Yeah. So they are little cues. And when it comes to a website, they're cues that you will find on Wednesday, that reassure those people and I tools that you are real, you are reliable and you're a credible source which is everything.

00:03:31:22 - 00:03:34:15

Alex Winter

That's, that sounds kind of important. Yeah.

00:03:34:17 - 00:03:51:21

Mary Brown

Yeah, yeah. Well, we talk all the time about how trust is the currency of business. Totally. If people do not trust you, then they're not going to buy from you. So if everything. So this is not new in terms of what we've been talking about. I mean, it's the cornerstone of everything we've done from they ask mantra to end customers now so that much is the same.

00:03:51:21 - 00:04:12:00

Mary Brown

It just looks a little different and how you execute on it. But even some of those things, especially with the website, will look familiar to you. So, reviews, transparent pricing, fresh content buyers for, people who are writing your blog content. Having has security. Have you ever been to them as they were trying to go to the website, you got the error that the chat is unsecure.

00:04:12:01 - 00:04:15:12

Mary Brown

Go back. Yeah. That's not okay. Yeah. So or sometimes.

00:04:15:12 - 00:04:29:15

Alex Winter

Too I'll be like putting in like credit card info or sensitive info and the little lock button in the URL like it's not it's not there. And I'm like, wait a second, maybe I shouldn't be doing this right now. Who's going to steal my credit card and phone during my account? I know my stuff is not real.

00:04:29:19 - 00:04:42:05

Mary Brown

Yeah, so if Google or talking to you or in your AI engine of choice are not confident in your credibility, then they're not going to recommend you. If you're not being recommended, then no one's going to find you. No one's going to buy.

00:04:42:07 - 00:05:04:12

Alex Winter

Yeah, and I think a lot of people right now, that's a hot topic, of course, with artificial intelligence is what you see get found with Google and regular SEO and search and organic search. How do we get from an AI and people go to GDPR or to cloud or to whatever, you know, whatever they're using? How do we show up and still have a way to build trust and not not be just unknown in that new space?

00:05:04:14 - 00:05:25:04

Mary Brown

Yeah. So it is a different game when it comes to SEO. We've been saying for a while now that you can't build your house on Google because we know that organic is the landscape. It's just quicksand, you know, it's it's changing for sure. It's not steady on your feet anymore. But with AI, the cool thing is, if anyone feels really overwhelmed about, oh my gosh, how do I do this?

00:05:25:06 - 00:05:45:02

Mary Brown

A lot of the principles of how I get found by AI are rooted in technical SEO, so it might sound a little different. I trust the knowledge, but some of the stuff that you're doing, is, is stuff that we've been talking about for a long time. So one of those things is transparent pricing. You know, not not anything is going to be used, you.

00:05:45:03 - 00:05:45:11

Alex Winter

Know.

00:05:45:11 - 00:06:02:18

Mary Brown

Because we've been talking about that for so long, but it's still a blind spot. If you have transparent pricing that's interesting. You need to have that those ranges of cash back for forever. There are some more technical pieces about how to do that. We can talk about what that means. It's a little different. But those cornerstones are still there.

00:06:02:23 - 00:06:19:13

Alex Winter

Yeah. So what trust signals would you say are like, the most important ones for companies to be thinking about or like in your day to day as you're building and more and all these websites, what do you see as like the Common trust, themes or like the things that you really need to be thinking about pricing.

00:06:19:13 - 00:06:43:15

Mary Brown

And number one, it really and I know, that some people always have the objection of, you know, it's too complicated is too tricky, but making sure that you have transparent pricing is huge and self-service tools are so helpful is actually the same, because even if you're not going to be able to have those prices on your page, you can create a self-service tool, a creation tool that can get people to their more customized.

00:06:43:15 - 00:06:49:20

Mary Brown

Right? Because that's what you hear all the time is, well, our prices are really custom to the tool so that they can find out themselves.

00:06:49:20 - 00:07:03:17

Alex Winter

Yes, pricing calculators do amazing things and people like to. I love to try out all that stuff and plan with everything and see what what it yields and what I get out of it. But having an easier range is so it's critical you can't. There's no excuse these days.

00:07:03:19 - 00:07:05:19

Mary Brown

That's always going to be number one. Always, always.

00:07:05:21 - 00:07:09:13

Alex Winter

Okay, so self-serve self-service, big pricing.

00:07:09:14 - 00:07:43:03

Mary Brown

Another one I'm sure is actually author and biologist. Okay. Yeah. So we know a lot of people are good about having the content and you know, they are writing content. But sometimes companies will fail to, build up the expertise of their writers. And a really important thing with AI visibility is having authority and visibility. So there's a difference between just having content out there and having your content be thought of as expert and, from a subject matter expert and authority to really, really need that authority.

00:07:43:03 - 00:08:04:10

Mary Brown

So if you are thinking right now, okay, I have, I don't have author bios, I have that go after that right now. Create bios for your authors and not just, some blogs. You'll see they've got a little bit of a bio, on a blog post at the very end of it. Maybe. But you want to make sure you're filling out actual Bios pages.

00:08:04:12 - 00:08:22:00

Mary Brown

What? You're talking about that person, where maybe their education is from, if it's relevant or you're talking about their work history, that's really what you're talking about. All the places they've appeared in media and all that, because that's going to build trust. And it's not just humans looking for that. It is good for humans, but the AI engines want to see that.

00:08:22:02 - 00:08:28:12

Alex Winter

Yeah. So it's really looking for credibility. Yeah. Making sure that it's a credible source. And if it's not then it's not going to it's not gonna feature you.

00:08:28:13 - 00:08:33:11

Mary Brown

Yeah. That's the name of the game right now is really authority and credibility with. Yeah.

00:08:33:13 - 00:08:51:04

Alex Winter

So do you take I'm just curious do you take like the author page. So you create a separate page. You take the other page when you're reading, like a blog, for instance. And I know what you're talking, I see like in the forum, like, here's here's our Alex who wrote this article and a little quick blurb. Do you add like a link or some way to go to that specific page that's like about me?

00:08:51:04 - 00:09:06:12

Mary Brown

Yeah. About the author. Okay. Yeah, absolutely. So a lot of, you know, out of the box functionality that you'll see on the website is if you click that author, you will be taken to a blog listing page. And a lot of our sites is and you'll see the author, you'll see a blurb about that, and you'll see all the articles about them.

00:09:06:12 - 00:09:20:05

Mary Brown

And that's great. Out of the box. We want to take it a step further, and we want to build a bio page that we can link to that will also have a video of them, and it will link to other media in there. And you know, maybe not just blog content, things like that, but enlist all of their.

00:09:20:07 - 00:09:23:01

Alex Winter

Like social profiles, exactly like LinkedIn and stuff like that.

00:09:23:03 - 00:09:27:23

Mary Brown

Yeah, all of that stuff. So it is taking it a step further than what you've got now. Okay.

00:09:28:01 - 00:09:31:09

Alex Winter

Cool. What are the trust signals should we be thinking about.

00:09:31:11 - 00:09:50:22

Mary Brown

It so one thing that I think people are missing right now, a big one is having things that are things that you've got that aren't necessarily up to snuff. So if you've got content that might be outdated, then that's a bad thing. So one of the thing that we're telling people to do is including an updated date on your blog.

00:09:50:22 - 00:09:58:16

Mary Brown

So, have you ever typed a question into a search engine and then you get the results and scan the date? Do you ever do that?

00:09:58:18 - 00:10:06:07

Alex Winter

I need to be better about this, but I have sometimes caught it where I'm like, wait a second, it's articles from like five years ago. Yeah. What is like, how old is this?

00:10:06:07 - 00:10:15:11

Mary Brown

Yeah, that's one of the first things I look at. Because if I'm asking a question about, you know, what washing machine should I buy? I don't want to see an article from 2005.

00:10:15:16 - 00:10:16:13

Alex Winter

Yeah, that's not gonna help.

00:10:16:13 - 00:10:31:13

Mary Brown

You know, it's not gonna help me, you know? And I'm just I'm flat out not going to look at it. So those dates are really, really important. Yeah. So including an updated date and taking your content, you might have evergreen content. That's been around for a while. It's still relevant, but you still want to make sure it's fresh, right.

00:10:31:14 - 00:10:40:06

Mary Brown

And update those things and add content to them and have them be on there. So people can see. Without a doubt. I have seen blogs that have noted on that at home.

00:10:40:10 - 00:10:49:23

Alex Winter

Okay. Which is you know, I was going to ask that, you say, can you use the no. Dean and is that maybe circumvent? But it sounds like, yeah, I know, so don't do that. If you're like, okay, go.

00:10:50:01 - 00:11:01:00

Mary Brown

Well, it's funny because, it's kind of like pricing in that when you omit information, people in your high, and that improves trust. Totally. So that's why you want to be upfront about this stuff?

00:11:01:00 - 00:11:15:18

Alex Winter

Yeah, that makes sense as well. Yeah. So would you recommend is this like an annual thing usually especially for evergreen content. It should be like constant looking at it and maybe updating it, tweaking and changing the dates and just making sure you're not getting left behind with numbers.

00:11:15:20 - 00:11:34:16

Mary Brown

Yeah. If you've got great content that's consistently getting traffic, update that stuff. Make sure and you can include a note to some people, write a little anything, any of those. We put in my callouts and say this post was optimized for relevancy or, you know, make sure if something's changed that you're addressing that. Yeah. But be really upfront about that.

00:11:34:16 - 00:11:41:17

Mary Brown

So people can say, oh, they're actually taking the time to make sure that this content is up for date up to date for me. So I think.

00:11:41:19 - 00:11:56:15

Alex Winter

Yeah, one of the you keep, you keep saying that's a recurring theme and this is so important comes back to trust. So all the things that we're doing here just to make sure that people that find you. Yeah. Trust you. I don't think that you're hiding something or that you're outdated or that you're behind behind the game. Yeah.

00:11:56:16 - 00:11:57:15

Alex Winter

That's just so important.

00:11:57:15 - 00:12:14:08

Mary Brown

number two, I think the most important thing for people to take away right now is that when you hear I trust signals, yes, this is what I looks for, but it's all important. Me humans as well. Right. Maybe some of the technical stuff is different. The structure is different, but it's good for humans and are.

00:12:14:10 - 00:12:25:11

Alex Winter

Yeah, both. At the end of the day, humans are using the AI and they're trying to optimize their search or go faster or do things better, quicker, stronger or whatever. So that AI is learning the things that people want.

00:12:25:13 - 00:12:25:20

Mary Brown

Yeah.

00:12:26:02 - 00:12:36:05

Alex Winter

And they're kind of served to them as quickly as possible. It makes sense. Yeah. What about, reviews? Because I know reviews are a big piece as well. And I feel like that's got to be on the radar for signals.

00:12:36:05 - 00:12:53:22

Mary Brown

Right? Oh, absolutely. Yeah. So again, I was talking about something that is missing. If you are missing, if, you know, reviews. Yeah. Okay. People are going to think, why don't they have reviews and all that. And they're going to think the words even if it's not true. Maybe you just don't have any. So you think, oh, I'm not going to I have nothing to put on my site.

00:12:53:22 - 00:13:14:08

Mary Brown

But people will unfortunately think the worst thing that you're hiding from thinking that you've got all of these, so they are critical to have on there. And I always tell people, even if you have some kind of three star review and somebody says, you know, I had this guy experience respond to that and let people see that you're responding to them so that they can see, okay, well, how did you make it?

00:13:14:08 - 00:13:30:12

Mary Brown

Right? And sometimes that can be what inspires someone to feel that trust. Well, nobody's perfect all the time. Yeah, we know you can't be a five star every single time. But when they have a three and they didn't hide it, they put it right there on the website. And B they said that they did to make it right.

00:13:30:12 - 00:13:33:20

Mary Brown

And fix it. And I could see that interaction and it was a human interaction.

00:13:33:20 - 00:13:34:02

Alex Winter

Yeah.

00:13:34:06 - 00:13:38:12

Mary Brown

And that's really important. So reviews are really, really huge.

00:13:38:14 - 00:13:59:14

Alex Winter

Now that's a that's a great point. I, I see that time and time again. That's something I do I won't buy from a place or a service or something like that. But out looking at the reviews, it's, it's like a cornerstone for me. And I look at that too, like maybe their, their average isn't the greatest, but if I see that they're responding in the comments and they're trying to own their mistakes, they're trying to correct their mistakes or whatever the case is because like you said, nobody's perfect.

00:13:59:19 - 00:14:10:07

Alex Winter

Yeah, that that makes me feel good that like, at least they're trying to provide good service and they care. And they're not just like transactional. Yeah. Don't don't worry about reviews or trying to sweep it under the rug.

00:14:10:10 - 00:14:17:07

Mary Brown

Yeah. And sometimes having only five stars this is that is having nothing business. People are gonna say they're only putting their good stuff.

00:14:17:07 - 00:14:18:01

Alex Winter

On here so.

00:14:18:01 - 00:14:28:15

Mary Brown

They're not being transparent with me. So keep that in mind when you're adding reviews to your site that you want to have a reach and you want to have, you know, good or bad, ugly, as long as you are showing good customer service on there.

00:14:28:19 - 00:14:45:02

Alex Winter

That's funny. You just said that I've rarely seen five star reviews and if I do, I'm usually like, well, how many reviews is it? 2 or 3 a.m. I get? Well, hold on a second. It's like, yeah, mom and dad or like comment. Yeah, that doesn't count. It doesn't count. No sorry I I'm this is we're going a little off script.

00:14:45:02 - 00:15:01:02

Alex Winter

I have a question. Right. So we've been talking about this internally at the marketing team here at impact. How does Reddit play into the equation? Because I feel like I've been seeing, especially with AI, I've been seeing a lot from Reddit, like more and more these days from people go like, I think, what do you think about reviews?

00:15:01:04 - 00:15:12:05

Alex Winter

Reddit is like a similar space where like it's user generated content. Yeah, I've just been keeping it real, telling people their experiences and like that pops up a lot. So what do you say for the Reddit space and how that's all.

00:15:12:11 - 00:15:21:11

Mary Brown

Yeah, I really like you ask me to because, I feel like there is kind of a stigma around Reddit for a while. Maybe there still, as are people like, I don't know, go on Reddit. That's crazy down.

00:15:21:16 - 00:15:23:10

Alex Winter

There. A couple years ago, that was me.

00:15:23:11 - 00:15:40:13

Mary Brown

I'm not again. But you've got to be there now because that's where people are. And that's a huge part of, you know, when we talk about digital ecosystem, you can't just be where you want to be. You gotta go where your buyers are. Yes, you're on Reddit and they are talking to each other. And that's a huge place for reviews.

00:15:40:15 - 00:16:03:00

Mary Brown

So not just for reviews. Yes, absolutely. Check reviews on Reddit. But also, I'm finding we just, have this very talk about how all they did their whole strategy for Reddit was trying to be helpful, so they would go to Reddit, not trying to push their business and say, oh, well, what we do at our accounting firm is beautiful and this is how we help customers in whatever.

00:16:03:01 - 00:16:20:02

Mary Brown

Yeah. They would just say, here's an answer to your question. You know, I've been in this industry for a long time, and I know this to be true. And all they did was consistently show up on Reddit to be helpful and answer people's questions. And it made a difference to their business. They started getting referrals from Reddit.

00:16:20:05 - 00:16:20:20

Alex Winter

That's crazy.

00:16:20:20 - 00:16:28:16

Mary Brown

Because they seemed like a honest, trustful company and resource that people said, hey, they seem to be in it just to, you know, help people out.

00:16:28:20 - 00:16:44:10

Alex Winter

Yeah, yeah. It's fascinating when you change the tone and you try not to be sales pitch, you're like super professional and you just meet people where they are because you need to know your platform. And. Right. It is a different platform than you know, your website. So it's like how you position that content is and your responses is important.

00:16:44:11 - 00:17:03:02

Mary Brown

Yeah. And you got to give people the benefit of the doubt. I mean, they will still have a sales pitch from a mile away. And you can't be pushing like that because you'll turn someone off. So it's you know, we say that not just about Reddit, but a bag of content that your website's about. You don't give out the sale when you try to be helpful.

00:17:03:04 - 00:17:03:21

Mary Brown

Nothing happened.

00:17:04:02 - 00:17:20:22

Alex Winter

Yeah, it took me a while to figure that out because I'm usually behind the camera. So to be in front of the cameras and doing this, I was like, if you watch the first couple podcast episodes, I was like, for Ryan Seacrest. I was like, This is American Idol. It was the whole crazy segment. I realized that it was like, you don't have to try so hard.

00:17:20:22 - 00:17:28:19

Alex Winter

You just just eat. It's okay. You just take a breath and it takes a little practice. But I think you just have to force yourself into those habits to continue to do that.

00:17:28:20 - 00:17:37:12

Mary Brown

Yeah, it's a mindset shift, but a lot of this is so we're all we're all working together for figuring it out. That's great. But we'll get there.

00:17:37:14 - 00:17:45:05

Alex Winter

We didn't talk about service pages. And I want to definitely talk about that because those are so important. And I'm just curious what your take is on that as well. When it comes to trust signals.

00:17:45:06 - 00:18:07:14

Mary Brown

Yeah it's critical. So we often it's, it's so funny when it comes to giving a solution. Right. Because usually when people are looking for something, they've got a problem and they're looking for a solution. And you as a business, that's what you up for is you offer solutions. And the problem is, yeah, I for some reason service these pages can be really thin where they're not putting enough content.

00:18:07:14 - 00:18:27:19

Mary Brown

They're just saying, here's the thing that we do. People need the thing. So that's probably good enough. You can't take that for granted. You have to, first of all, have your unique selling proposition about how you solve that problem, because you're likely competing against five other companies. And it's like that five year service which is up, and they're comparing side by side.

00:18:27:21 - 00:18:49:19

Mary Brown

You need to make sure that you have that you need some information that you're also giving up on a lot of really robust and helpful as you're hearing a lot of content to then answer all your questions if you don't have it. I think you on your search space, do that with you today. Yeah. If you're not talking about who's a good fit, who's bad for your service, do that right then help people qualifier disqualify themselves.

00:18:49:21 - 00:19:15:18

Mary Brown

Make sure that you are being really empathetic about, what's at stake for people. You understand the problems that they're going through, and you're uniquely qualified to solve them. Like I said, don't take these for granted that people are looking for your solution. So sure they'll find you and just say good enough. You need to really make these robust pages where you answer everyone's questions and make them feel confident because they trust you.

00:19:15:19 - 00:19:17:18

Mary Brown

Yes, to take that next step in for it.

00:19:17:23 - 00:19:23:06

Alex Winter

Right. And it also helps, again with search when it comes to AI and when people are searching for certain queries.

00:19:23:06 - 00:19:23:20

Mary Brown

Yeah, that'll.

00:19:23:20 - 00:19:25:02

Alex Winter

Be you found when you index these.

00:19:25:02 - 00:19:45:18

Mary Brown

Pages. Yeah. Yeah that's a huge piece of it too. And people ask me all the time, they say, well, how can I compare with a national brand for a service? Let's say I'm a small insurance company. I can't compete with a national brand for my service page. I'm never going to be offering them. I get that that's not necessarily what we're going for.

00:19:45:20 - 00:20:04:06

Mary Brown

You want to go to be as authoritative and trustworthy and credible as you possibly can. That should be your goal. It shouldn't necessarily be trying to think of a nationwide provider. It's to be helpful so that when people in your service area will find you, they will see that come and come and they will take in that credibility.

00:20:04:11 - 00:20:21:14

Alex Winter

Yeah. And it does work. Yeah. We have a long standing client here at impact very insurance of a master Franklin, Massachusetts. And they're a perfect example of that. And and they actually rank better than some of the national insurance providers because of the content that they put on their website. And the content they put on their YouTube channel and the things that they're doing.

00:20:21:14 - 00:20:34:20

Mary Brown

So, yeah, it comes from the right place. That's when that can happen, is on your too focused on saying, I need to have keywords so that I, you know, if I have 45 of them on the page, surely I can do better than the heart for you.

00:20:34:21 - 00:20:41:05

Alex Winter

Yeah, yeah. No, we're going to do a paper click campaign against, traveler's insurance to see how that goes, because they're going to have a video every single time.

00:20:41:05 - 00:20:43:04

Mary Brown

Right. Gary has the right mindset.

00:20:43:04 - 00:21:01:19

Alex Winter

Yes. Yeah. So it is it is possible. Yeah. Yeah. So speaking of websites though, we talked about this at and those customers live and it's it's not a new thing but I think it's becoming a hot topic and it's called schema. And it's funny because when you say that like I was telling this to my dad the other day, he was asking about what was going on.

00:21:01:19 - 00:21:02:20

Mary Brown

So how do you know about, you.

00:21:02:23 - 00:21:14:23

Alex Winter

Know, I, I kind of nerd it out a little bit because he, he has a website and he would ask you some questions. And I have this schema. And he was like I said, schema. He was like, God bless you. And I was like, no, no, no, that's not what I'm it's. So I was trying to explain it to him.

00:21:14:23 - 00:21:28:10

Alex Winter

And then I also was like, maybe I need I need somebody like a professional like yourself to just like, give me the, the bare bones. Like for people who don't know what this is, what the heck is it and why is it so important? Can we just dive into this? Yeah. Okay.

00:21:28:14 - 00:21:53:08

Mary Brown

So schema is code that you can put on a website page so that Google and AI engines can read that code and instantly know your page, not boom, that's it. I kind of got a cheat code. Yeah. Because what you're doing is you're attaching labels to things. So for example, if I put this code on a blog post, I can put a label on the title of this.

00:21:53:08 - 00:22:17:12

Mary Brown

I can put a label on the offer, I can take this to the image. So I'm instructing Google or other search engines and AI engines about those important pieces so that they can read that code and understand, like fluff without anything else around the page. Okay, this is exactly what it's about. When your data is unambiguous, you are more likely to be recommended by engines or search.

00:22:17:12 - 00:22:18:12

Alex Winter

Engines, right?

00:22:18:16 - 00:22:32:04

Mary Brown

So that's what the schema does. And this is table stakes. Now this is not just degree that people like me have been doing for the past few years, which it kind of was me. We've been doing schema for a while now.

00:22:32:04 - 00:22:37:05

Alex Winter

This isn't like new to you and the web team at all. Yeah. You know, Vinny and I have been talking about schema for years.

00:22:37:07 - 00:22:53:19

Mary Brown

Yeah, but here's the difference out. The beautiful thing is that when we were doing this years ago, we had to write the code. We are be honest, not a fun experience. Yeah. Not experienced. It could break all the time. It was not user friendly. I would spend hours doing this.

00:22:53:21 - 00:22:59:12

Alex Winter

And this is coming from professional web developers here. Okay. Because I don't know, code like, you guys know code at all. So.

00:22:59:14 - 00:23:19:00

Mary Brown

But it's more accessible now. Yeah. Because I just keep waiting for you guys. So the barrier to entry is super low. And this is why I'm talking to my clients about doing it themselves. That's fabulous. That's cool. Because it's not. They don't need me to do this anymore. I teach them how to do it. But I can do it in five minutes.

00:23:19:02 - 00:23:35:16

Mary Brown

And I say, pull up your favorite I have to do choice. We're going to go over how to add a new schema to your page so that hopefully your questions and answers what you can makes this code. And you have your question labeled question and you have your answer label gets there. And I can see that, okay, I don't know here.

00:23:35:18 - 00:23:41:21

Mary Brown

I know the question is and what the answer is. And when someone asks it in an I didn't I can say, oh this website has that.

00:23:41:23 - 00:23:42:09

Alex Winter

Yeah.

00:23:42:09 - 00:23:51:06

Mary Brown

And revenue. Yeah. So again table states everyone has to do this now and it needs to be on every single important page on your website.

00:23:51:06 - 00:24:06:03

Alex Winter

Yeah. And I it's doing it for you. So there's no excuse me excuse. Okay. So my, my next question is how do you. Because you got my bill an hour right. So how how do you take the labels and how do you. Because I'm thinking of it almost like an instruction manual on the first page is like the index.

00:24:06:03 - 00:24:17:08

Alex Winter

And that has all like, yeah, flipped to this page and look at that. Like it sounds almost like schema is the index for your website. Almost. So like how do you categorize and pick labels and like how do you prioritize what you need to be doing?

00:24:17:11 - 00:24:36:08

Mary Brown

This is an excellent question. Yeah. So here's the thing about schema. So there is a an organization schema.org who came up with how we do this stuff. Nice. And there are rules to it. So you can't just do whatever you want and I'll I'll put the asterisk on it. You know if you're not a developer you can't just do whatever you want.

00:24:36:10 - 00:24:46:06

Mary Brown

There are rules to these codes where they look. There's a specific format you need, and there are certain labels that you have to satisfy. Okay. So if you don't have those labels.

00:24:46:06 - 00:24:48:07

Mary Brown

satisfied like I gave with the blog

00:24:48:07 - 00:25:04:02

Alex Winter

Example, title, description, things like that, then it's not going to give the right information to any one product. Another one is here's the price of the product. Here are it has 1245 reviews. It has a 4.6 average star rating.

00:25:04:03 - 00:25:05:03

Mary Brown

For that one.

00:25:05:05 - 00:25:22:15

Alex Winter

So those are different labels that you need. But the beautiful thing about having the AI engines read this for you is I can give it a page. I could give it a home page on my website and say, what schema do you recommend for this? You tell me so you can see the institutional knowledge that you need. Zero.

00:25:22:20 - 00:25:39:13

Alex Winter

Right. So no. Is it going to get it always right every time? No. And you do have to, you know, to challenge it and say well I'm not sure about that, but you can learn that that's that easy to learn how to do, even if you're not sure you know what kind of schema. And it will give you a recommendation.

00:25:39:14 - 00:25:46:13

Alex Winter

You say, okay, that sounds good. Can you write that for me? I'll say, sure, sure can. Yeah. And then you put it on your website page and you're good to go.

00:25:46:13 - 00:25:47:18

Mary Brown

So that's amazing.

00:25:47:19 - 00:25:55:02

Alex Winter

Yeah. You don't even have to come up with the labels because it knows what schema our ones and it knows the rules.

00:25:55:04 - 00:26:09:01

Mary Brown

So yeah, that for you. All right. Well, I'm going to be sending this query to my dad so that he can you get up to speed on it, cause he has asked me all these questions. I think a lot of people out there are curious about it because it's becoming more of a trending topic. People are hearing it and I mean, especially with AI,

00:26:09:01 - 00:26:34:10

Alex Winter

You know, like anything with AI, you there are good ways and at least prompt it for schema. And like I said, there have been times when I've been going through this process and I said, that's not quite right. So there is a little bit of, you know, that's where guidance can be helpful. And that's where when I am showing clients, like I said, 15 minutes, I can do it, but I can at least, you know, give people those guardrails to say, here's what you know, what I know about working with the engines, libraries.

00:26:34:12 - 00:26:45:19

Mary Brown

Yeah. Yes. Shameless plug. We have amazing. In the webinar here in coaches here. So if you're not sure hit a very brown or Vint or anyone on the watching to say you that we help you out there and find a coach because they're great.

00:26:45:22 - 00:26:56:01

Alex Winter

Yeah. And my clients is fine. That's a crazy thing. You know, this used to be such a technical base. It was. And now I've got recruiters saying, yeah, I had an epic scheme in my pages and I had one.

00:26:56:04 - 00:27:09:13

Mary Brown

Yeah. No, it's really good. Especially when it works, when you get the results and it just goes back to like building more trust. You're trying to get people to find the pages to help build trust slowly and make it better for the session. And that's what it's all about. Speaking of trust, this is the theme of the net.

00:27:09:14 - 00:27:20:20

Mary Brown

Speaking of trust, what other, what other things should people be thinking about as far as, like educational content or ways to help build trust that you can put on your site that are going to be super effective, that like you've seen, work really well.

00:27:20:21 - 00:27:30:18

Alex Winter

Yeah. So you mentioned educational content. We talked a little bit about reviews, case studies. If you put those three together, that's the trifecta of trust outs on

00:27:30:18 - 00:27:33:08

Alex Winter

educational content shows that, you know, you're happy.

00:27:33:08 - 00:27:34:00

Mary Brown

About.

00:27:34:02 - 00:27:54:01

Alex Winter

It. Reviews show that other people will vouch for you, and you say that you're good on it. And then case studies connect those dots to real world results. So when you have all three of those things, people will see that okay. And actually know what they're talking about. Real humans are saying that they know what they're talking about.

00:27:54:03 - 00:28:08:07

Alex Winter

And then I can see quantifiable results in those cases. So I have a lot of clients at this stage. I would say most of them have testimonials. Fewer of them have case studies. So that's something we're working on right now.

00:28:08:09 - 00:28:12:03

Mary Brown

So they have like a written testimonial, but they might not have like Yeah. Case study.

00:28:12:06 - 00:28:20:13

Alex Winter

Yeah. And it's, you know, testimonials. It's often like, I worked with ten likes me was so wonderful and was just helped us. You which is great.

00:28:20:17 - 00:28:22:21

Mary Brown

It is, but it's more it's like fluff. It's all the.

00:28:23:03 - 00:28:28:20

Alex Winter

You know, it's it's the feel good, warm, fuzzy stuff that you want to see on the page, which is, as I said, it's a good thing.

00:28:28:21 - 00:28:29:20

Mary Brown

And the feedback. Yeah.

00:28:29:21 - 00:28:52:19

Alex Winter

But the case study is, you know, especially I always tell people put in your headline the number. So tell people X company improved ROI by 20% by doing this. Right. That's a case study. Very different. And one of the things about case studies, I was just going over this to the client was, they said, is there a particular structure to case studies that I cared about?

00:28:52:20 - 00:28:54:07

Mary Brown

And I said, oh, good question.

00:28:54:09 - 00:29:12:15

Alex Winter

The same thing that humans care about in the same structure that we've had for case studies for a long time, which is here's the problem. Here's the proposed solution and here's the result. Yeah. And have those numbers in there and call that stuff out. But it's that has been the template for all time for us for case study.

00:29:12:15 - 00:29:24:06

Alex Winter

And that's what I want. It's, it's it's chunk out. It's easily digestible so that it can scan the pages and problem solution result. Got it. Numbers. Got it. Check. Credible. Quantifiable.

00:29:24:08 - 00:29:40:07

Mary Brown

Yeah. That makes sense. And that's the same in the except seven two. It's. You establish the problem because it's compelling. It's relatable. It gets people to go like yes, I feel your pain. I've been there before. And then the proposed solution. And then when the results hopefully speak for themselves, it's it's all wrong.

00:29:40:07 - 00:29:57:13

Alex Winter

Yeah. So that's often the missing piece. And even if so, if you're worried about, you know, I don't know if I can name clients like can you have that stuff. So tell me, just say, you know, small company, you know, in this area or whatever, just, you know, don't let that hand you up. Don't let details like that thing you up.

00:29:57:15 - 00:30:06:00

Alex Winter

If you can get, you know, an actual case study, video game, people on camera that's always huge. But don't let stuff like that hanging you up from.

00:30:06:02 - 00:30:24:12

Mary Brown

Telling a story. Yeah, yeah. You can't make me get you about like, we had mentioned this earlier with blogging, but like, had on the team bio pages and photos and like building credibility with your team help play into this as well. Because saying like, we have the best people. That's wonderful. And we've heard Marcus say this time and time again, like, good for you.

00:30:24:12 - 00:30:33:19

Mary Brown

That's great. But everyone says that. How do you how do you show that in a meaningful way? I guess people exciting, wanting to work with people like yourself or working with the rest of your team?

00:30:33:23 - 00:30:44:22

Alex Winter

Yeah, it's funny that we're talking about this in the I trust emails episode, but it's about people and it's about being human. There's a lot of that stuff come back to you.

00:30:44:23 - 00:30:52:08

Mary Brown

I wish I could be like, this is my. And I'm not really here right now. This is. This is Mary Brown's hologram. You're not here in studio.

00:30:52:10 - 00:30:57:11

Alex Winter

Definitely here. So people buy from people. Not all of us.

00:30:57:11 - 00:30:58:19

Mary Brown

Yes, yes.

00:30:58:21 - 00:31:18:00

Alex Winter

And that's what that's about. So that's why bios are so important. Is having a photo, having a headshot, having a video, even if it's the 92nd video of someone talking about, why I love working with our customers, why I love this job so much. Being able can. Alex, this is you. This is your zone of genius, you know?

00:31:18:00 - 00:31:24:05

Alex Winter

That's why video is so compelling. Being able to see someone. Here's someone before you meet that have that builds trust.

00:31:24:08 - 00:31:39:11

Mary Brown

Yeah, it's actually the exponential. The difference if you have it like let's say we're talking about someone in your sales team, right? If they can send a 1 to 1 video, or they can look at it by a customer and look at it by a video beforehand and get a sense of who they are and then talk to them on the call.

00:31:39:13 - 00:31:55:18

Mary Brown

The difference or the results that happen. Trust builds so much faster and we've seen it. It's exponential. It's not. We're like, we're not making this stuff up. It really makes a difference. And it can it can speed up your sales process. It can speed up a lot of different processes that you have in your organization. It's just, it's almost a must have.

00:31:55:18 - 00:31:59:07

Mary Brown

It's like having a pricing calculator that you just there's no excuse. You got to do it.

00:31:59:08 - 00:32:09:00

Alex Winter

Yeah, yeah, it humanizes your brand so that you seem more like, not just a brand. You know, that you've got people behind your brand.

00:32:09:05 - 00:32:25:19

Mary Brown

Yeah. From a web optimization standpoint, right? I know photos and video can bog down low times and speed times and stuff like that for your site. Do you recommend putting like, videos on YouTube channel and then back linking them? Or like what? What are your recommendations there as far as like keeping your site optimized so that it's fast?

00:32:25:23 - 00:32:47:21

Alex Winter

Yeah. So it depends on what your goals are. One of the things that I say about video on websites is when it comes to your blog content, I love for people to do that. YouTube videos in blog posts, because I love creating that link between YouTube and your blog. So your, resource hub and having those links go back and forth to each other?

00:32:47:23 - 00:33:14:10

Alex Winter

Yeah. You know that YouTube is the biggest search engine in the world. It's huge in terms of appearing in search, showing up there. So I do like to have that connection to your resources for the rest of the videos on your website. So on the service page, for example, if you have that hosted in HubSpot, or if you have those in Wistia or Vimeo or whatever, whatever your tool choices where you're getting the analytics that you want, I think that would be good for your website.

00:33:14:12 - 00:33:31:09

Mary Brown

Okay. Get it once it gets in on I agree, YouTube is where it's at, and it's interesting how many people don't know that YouTube is the largest search engine out there, and it's only getting bigger? Oh yeah. And louder. Oh yeah. It's crazy. Yeah. So definitely be on YouTube. All right, so what? I want to ask you a couple questions.

00:33:31:10 - 00:33:46:12

Mary Brown

Now, we've talked a little bit, high level, why trust is so important. Different, different things you can do to implement and build trust. Do you have some examples from clients we were talking to before the show that you've launched a ton of new websites for clients? Yeah. You've been like crazy busy. I haven't seen you.

00:33:46:12 - 00:33:47:03

Alex Winter

I know.

00:33:47:03 - 00:33:55:06

Mary Brown

Yeah. Do you can you share some examples of, like, trust signals that you've implemented on some new sites that have really been working well and that, like, you've been helping our guys out?

00:33:55:08 - 00:34:18:00

Alex Winter

Yeah. So and I've been wondering how we're having everybody do this, adding I think you schema that I mentioned earlier to not just your service agent. So yes. Put a thank you on your service agency. But I think you schema on this pages and also your blog content. So some people have said, hey mayor, do I have to have an FHA module on the page to put them on a page and you don't?

00:34:18:02 - 00:34:28:16

Alex Winter

So yes, if you got a specific section, this question is question answered. Yes. It's very neat, but a lot of your blog content is going to be question answer format. Right? Because that's why. Right? That's the.

00:34:28:16 - 00:34:29:00

Mary Brown

Whole point.

00:34:29:01 - 00:34:57:05

Alex Winter

Yeah. So you've got the usually your probably your heading of the book is going to be a question. And then you're going to answer that question. One shift for AI is making sure that you are receiving the question in the very first sentence. I leave office and then answering it immediately. Interesting. So that's a bit of a content shift where instead of building a narrative and saying, this is a former journalist and her team that don't build that huge narrative, get to the point, answer the question immediately.

00:34:57:06 - 00:35:12:21

Alex Winter

Because when you think about, AI surfacing and questions and answers and overviews, it's just a question in there. So make that shift. We've had clients make that shift, and they are showing up more readily. And I overviews.

00:35:12:23 - 00:35:13:16

Mary Brown

Rankings.

00:35:13:16 - 00:35:35:21

Alex Winter

So it's working. It's working. Yeah. We're seeing the ratings improve for putting a thank you schema on their blog posts. And showing off better in AI and and so that's huge. Another thing that we're seeing, you know, we talk about self-service tools. So launching that pricing tool, we have a client who does exterior windows and doors.

00:35:35:23 - 00:35:40:03

Alex Winter

So it's a huge purchase. And as we were just doing this at my.

00:35:40:03 - 00:35:41:21

Mary Brown

House, I'm doing it. Two.

00:35:41:23 - 00:35:42:06

Alex Winter

Yeah.

00:35:42:07 - 00:35:45:17

Mary Brown

Window. So really full adulting, right? I can do.

00:35:45:17 - 00:35:54:03

Alex Winter

This. Terrible. The quotes that I got, I don't know if you've got a far in the quote. Yeah I have, I got $85,000.

00:35:54:04 - 00:36:04:12

Mary Brown

Oh my goodness. Yeah okay. My mind wasn't quite as is close but not quite as bad. Yeah I think mine was the first of what we got was like 4040 ish 50 somewhere in that range.

00:36:04:12 - 00:36:23:21

Alex Winter

Yeah. Which is huge. It's huge. Humongous. So it's a huge purchase. It's an important one because, you know, you want your home to the energy efficient and not be wasting money on heating it. Right. But you want to know that stuff upfront. You don't want to go through the whole do the research. Has someone come out to the house, walk them all around, have them look at all your windows, have them do this.

00:36:23:23 - 00:36:39:04

Alex Winter

Haven't seen you a 45 page PDF notebook and got one. And I know why we're different. Like this video. Yeah, I got one of those too. Oh, so a packet and guess what? I can read the whole thing. Sorry. Yeah. So they gave me.

00:36:39:04 - 00:36:46:08

Mary Brown

A, like, little pamphlet to, like, here's our brochure, and I'm like, be here, I need your brochure. Was.

00:36:46:10 - 00:37:03:19

Alex Winter

Good tips coming out of this great windows, company out there. We don't like your sale presence. So, give me the assignment. Selling more, please? Yes. Instead of 4550. Yeah. So you want that info upfront? Because I want to know, you know, if you're going to give me a quote for a $200,000, I'm just not going to.

00:37:03:21 - 00:37:06:12

Alex Winter

Let's not waste your time, right? Because I'm not going to spend that money.

00:37:06:12 - 00:37:12:03

Mary Brown

You know what, your budget is going into it. So it's either going to fit into your budget or it's not. And it's like, let's not waste each other's time, right?

00:37:12:03 - 00:37:26:10

Alex Winter

So put the pricing tool on the website. And that's what one of our clients did. They put a price in to on a website for both windows for doors. And they were seen hundreds of thousands of dollars of ROI from this tool in the first month.

00:37:26:12 - 00:37:27:04

Mary Brown

In the first month.

00:37:27:04 - 00:37:28:02

Alex Winter

In the first month.

00:37:28:02 - 00:37:29:22

Mary Brown

First 30 days to hundreds of thousands of.

00:37:29:22 - 00:37:35:22

Alex Winter

Dollars of launching this. I mean, maybe it was 1 to 1 deal because there's sentence. Okay.

00:37:36:00 - 00:37:36:23

Mary Brown

But but still.

00:37:37:01 - 00:37:41:00

Alex Winter

That's I mean, it paid off the cost of the tool ten times.

00:37:41:00 - 00:37:42:08

Mary Brown

Instantly went over.

00:37:42:10 - 00:37:51:16

Alex Winter

By putting this on the website. And, it's help people. And that's why they're saying, you know, I'll spend my money on you because I got that answer upfront of what I was looking for.

00:37:51:19 - 00:38:03:06

Mary Brown

Yeah. That's amazing. What are the results have you been seeing from companies that have been implementing trust signals? Anything major, anything that you're like, well, this really this really worked to change the game for business.

00:38:03:08 - 00:38:15:15

Alex Winter

It's funny. So again, something we've been talking about for years and years that some people still don't have is a learning center. So we had a client who didn't even have a learning center. They had a blog.

00:38:15:17 - 00:38:21:22

Mary Brown

To now learn to, Marcus was here. He'd be like, what.

00:38:22:00 - 00:38:44:11

Alex Winter

Are you showing? But it's because we have the data. So, we, you know, some people are saying, what's the difference? So we want that learning center to be that one stop shop for any resource, regardless of what type it is. So just by adding a learning center and by having any resource. So some people don't want to read what some people want to watch video.

00:38:44:13 - 00:38:47:01

Mary Brown

I yeah. How's it going on? Yes.

00:38:47:03 - 00:39:18:22

Alex Winter

Some people want to watch videos. Some people want to download a PDF and print it off and highlight it. I'm not naming names. I know people who do that. Yeah. So you've got people with very different learning styles. Many need different resources. So yeah, that improves the number of leads that they got. And the actual leads, because they're finding content to be educated, to know the trust and to end up submitting form and working with them because they were able to learn in the format that makes sense for them.

00:39:18:22 - 00:39:23:14

Alex Winter

And they got that information, which they might have ignored if all they have is a blog, because they said, I think.

00:39:23:15 - 00:39:27:09

Mary Brown

Horrible. Yeah, no, learn learning is a lot more than of great.

00:39:27:11 - 00:39:27:19

Alex Winter

Yes.

00:39:27:19 - 00:39:44:09

Mary Brown

But it's it's a lot deeper than just blogging. There's more to it. Yeah, that's a good point. What should people that are watching and listening right now if they're going like, cool, I want to I want to be trustworthy. I want to show up and I search. I want to implement these trust signals. What would you recommend in the first link, 2 or 3 that they should just get after right now?

00:39:44:15 - 00:40:03:17

Alex Winter

Yeah. So you heard me talk about pricing. Is there pricing that's going to be the number one thing you're gonna have to do? First always another one that I would say is the reviews and key studies. So maybe you've got testimonials. You don't have reviews or case studies. That's number two. So good. After that first, the third one sort of tools.

00:40:03:19 - 00:40:28:03

Alex Winter

So whether it's a price until it doesn't have to be a person tool. Yes. That one helps convert pretty readily because, people want to know how much it costs. There are other types of tools that you can do that are assessments. So schedulers are another really good ones. Yeah. So by allowing people to have more control over when they make a point of view, they're finding more conversions because they're saying, yeah, I need to beat the damn time.

00:40:28:03 - 00:40:32:00

Alex Winter

I don't need to talk to a person. Our favorite thing.

00:40:32:00 - 00:40:38:03

Mary Brown

I think most people are used to like Comcast coming out or whatever cable provider now, like, who will be at your house between 1 and.

00:40:38:03 - 00:40:40:02

Alex Winter

8 p.m. and it's always eight. Yeah. No.

00:40:40:02 - 00:41:03:13

Mary Brown

Like that's a huge window. And like you're stuck in the house now waiting for these people. So to be able to go on on a nice self-service tool and schedule yourself, take the time you want was convenient. Like it's a game changer. It really is a game changer. And it's so it's almost seems mundane when you say it out loud how simple it is, but it really changes how the buyer, interacts with the brand and what they end up doing from a buying decision standpoint.

00:41:03:16 - 00:41:12:18

Alex Winter

Yeah, yeah. So those I would say are the top three. There are other things that maybe you've heard less about, but I definitely recommend doing. Schema is one of the things.

00:41:12:19 - 00:41:13:13

Mary Brown

That.

00:41:13:15 - 00:41:33:01

Alex Winter

You also need to do. So learn more about that today. Telling you it's giving you it. Yes. Making sure that something happens if they get your nap info. So Newcastle okay. That's actually very important for you to do. Yeah. If you're not is making sure that all of that is not just up to date and correct.

00:41:33:03 - 00:41:46:15

Alex Winter

She's already saying, I didn't even know. And people don't even know they have listings out there. They don't even know they have directories. I mentioned this to a client last week and she said they were all different. Our phone numbers were different. And yeah.

00:41:46:17 - 00:41:48:17

Mary Brown

So that's the problem. Yeah, that's a problem.

00:41:48:17 - 00:42:03:16

Alex Winter

And she said we had no idea that we weren't getting the right phone calls. And so we actually changed that stuff. So that is huge. It's a seem like a small detail. It's a hugely important detail because again, for I think they're going to be looking at that and saying.

00:42:03:16 - 00:42:12:05

Mary Brown

Yes, all their stuff consistent, especially if you've like changed locations over your time as a business, you need to really make sure that it's up to date because yeah, yeah that's a big deal.

00:42:12:08 - 00:42:32:18

Alex Winter

Yeah. And then refreshing content. So making sure that you're going back to your content, you're about doing it. You're making sure that, it's not just, you know, people say evergreen evergreen, but refreshing. Anyway. Yeah, there's always something new that you can add, right? And nothing stays the same all the time. Maybe, principles do, but there's definitely more context.

00:42:32:21 - 00:42:33:11

Alex Winter

You can add.

00:42:33:12 - 00:42:43:12

Mary Brown

More context or pull something that's relevant or trending that's new, that you can just kind of update it, or at the very least change the dates so that the dates and times are up to snuff. And it's not ten years old.

00:42:43:15 - 00:43:01:13

Mary Brown

Yeah, it's structure and things I love seeing. Like tables. So, people, I had some clients who had added tables, just comparison tables to their blog content, and that's something that I would look for and call, in the results. So that's one of the great things.

00:43:01:15 - 00:43:07:07

Alex Winter

I've learned a ton. This is awesome. Thank you for all your insights and and maturing. You know, it's been really great talking with you.

00:43:07:07 - 00:43:08:19

Mary Brown

Any time having me here. Yeah.

00:43:08:20 - 00:43:14:22

Alex Winter

No, I love having you on the show. You're gonna have to. We need to make this more regular. Thank me. Well, please come into the studio so that I can see you.

00:43:15:00 - 00:43:18:09

Mary Brown

This is recorded. Is going to happen. Thank you.

00:43:18:11 - 00:43:21:11

Alex Winter

So this is my hair part. The last part of the show. Last question here.

00:43:21:11 - 00:43:27:20

Alex Winter

AI credibility, trust signals. What's the one thing that people should take away from our conversation today?

00:43:27:22 - 00:43:32:14

Mary Brown

Don't be overwhelmed by this. Because when you actually listen to the.

00:43:32:14 - 00:43:35:22

Mary Brown

and all comes back to doing things that build trust.

00:43:35:22 - 00:43:47:04

Mary Brown

So maybe it goes a little deeper and maybe some things are getting to be a little more technical. But if it builds trust for humans and it builds credibility for humans, it will do that for AI.

00:43:47:06 - 00:43:55:16

Alex Winter

That's amazing. The fundamentals are the same. The tech changes a little bit, but the fundamentals are the same. Mary, thank you for being on the show. I really appreciate your time.

00:43:55:17 - 00:43:56:12

Mary Brown

Yeah. 

00:43:56:15 - 00:44:02:02

Alex Winter

Awesome. Well, for everybody out there watching and listening to Sam's customers. I'm your host, Alex Winter. Catch you on the next episode.