Increasing Online Store Traffic

Too many marketers treat webinars like one-off lead gen plays. Run the event, send the recording, plan the next one. But the teams getting the most out of webinars treat them like content engines, using multiple touchpoints to promote them and creating multiple assets from each one. Here’s how: 🔹 Before: plan & promote. Design the webinar around what you want the final content to generate. Think about how you can pre-plan the moments to clip later. Start outlining that blog recap now. And when it comes to promotion, don't stop at email invitations. Find ways to embed the registration link into existing content channels — a new or popular blog post on an adjacent topic, the bios of all your social channels, etc. (At SparkToro, I can consistently add 100-200 extra registrants by embedding the registration link in a new blog post.) 🔹 During: reward active engagement. Having live attendees is nice; having active chat participants is even better. Invite people to engage directly in the live chat. Ask open-ended but simple questions that are easy for people to respond to. Make sure you're also using that chat in real-time — drop notes, reactions, answer quick questions that don't need to be verbally addressed during the presentation. 🔹 After: remix & reassign. One recap email isn't enough. A single well-run webinar should become multiple LinkedIn posts, a blog post, YouTube clips, and sales talking points — assets that serve social media, content marketing, and sales. Give each content asset a new job. This mindset has mattered a lot for SparkToro Office Hours, which typically gets ~1,200 signups. It’s also very aligned with how Goldcast talks about online events too — not just hosting webinars, but turning video into clips, blogs, social posts, and more. Link below in the comments to learn more. #GoldcastPartner

In October 2021, we generated 250 sales leads in 2 hours without coding, AI, or sales expertise, and we have never looked back. Here's exactly how we’ve used webinars to generate $3M+ in pipeline since launching our company. A week after launching Chezie's ERG platform in August 2021, we hosted a simple webinar that changed everything. The idea came when we noticed most ERG content online was outdated (think black-and-white websites from 2014; it was dark out there). We saw an opportunity. Here’s our process: 1. Find your topic     Look for LinkedIn conversations in your niche. Use tools like Perplexity to research what people are actively searching for.     2. Get the right host     We reached out to my friend Morgan Matthews (she/her), who was working as a DEI Manager at Peloton at the time. Your host should either have a strong following, work at a notable company, or ideally both.      The more notable your speaker, the easier it is to drive signups.      3. Structure your event     We titled ours "From Intent to Impact: How to Get the Most Out of Your ERGs." Morgan gave a 45-minute presentation and left 15 mins for Q&A.      Keep it simple – a fireside chat format lets your host prepare answers in advance.     4. Capture leads strategically     Have attendees share key info during registration (company size, current solutions, etc.). This helps you qualify leads before the event.     5. Execute and follow up       Some tips for a smooth event:       • Host on Zoom (everyone’s familiar with it by now)   • Pay attention to which participants are most engaged   • Share recordings after via email to warm the inbox   • Focus follow-up on qualified leads      Fast-forward to today: We've hosted 60+ events and turned webinars into our #1 go-to-market channel, even as we've expanded to other strategies. If you have questions about the process, qualifying leads, or anything else around webinars as a GTM motion, comment below; I’m happy to help! 👇🏾

Dear CEOs and Founders, Seeing Google Search Console impressions up but clicks down? It's a common SEO puzzle! This often means your content is visible, but not compelling enough to click, or Search Engine Results Page (SERP) changes are at play. Key Reasons for this trend: 1. SERP Feature Changes: Google frequently updates the SERP layout with features like video carousels, image packs, featured snippets, People Also Ask boxes, and ads. These can push your organic listing down, reducing visibility and clicks. 2. Featured Snippets and AI Overviews: A featured snippet (position zero) or AI Overview can answer a user's query directly on the SERP, eliminating the need to click through to your site. This leads to higher impressions but fewer clicks. 3. Google Ads: More paid ads above organic results decrease visibility and lower your Click-Through Rate (CTR). 4. Irrelevant Keywords and Content Mismatch: Ranking for irrelevant keywords or having a search snippet that doesn't accurately reflect user intent can deter clicks. 5. Low Ranking Position: While impressions may increase from ranking for more keywords, appearing in lower positions (e.g., on the second page) significantly reduces clicks. 6. Unappealing Titles and Meta Descriptions: Poorly crafted or truncated titles and meta descriptions fail to attract users. 7. Competition: Stronger or more compelling search results from competitors can draw clicks away. 8. Structured Data Issues: Errors can remove rich snippets, reducing visual appeal and CTR. What you can do to improve clicks on your website? 1. Analyze your data: Use Google Search Console's Performance report to identify specific queries and pages with high impressions but low clicks. 2. Optimize titles and descriptions: Craft engaging, keyword-rich meta titles and descriptions that accurately reflect your content and encourage clicks. Consider using numbers or emotional triggers. 3. Improve ranking position: Focus on SEO strategies to achieve higher rankings for relevant keywords, as higher positions generally yield higher CTRs. 4. Use schema markup: Implement schema markup to enable rich snippets, making your search results more visually appealing and informative. 5. Match search intent: Ensure your content aligns with the intent behind your target keywords. Provide comprehensive answers for informational queries or strong product pages for commercial ones. 6. Monitor and adapt: Continuously observe your CTR and other key metrics in Search Console. A/B test different titles, descriptions, and content formats to see what resonates best with your audience. By carefully analyzing your data and implementing strategic changes, you can improve your CTR and drive more qualified traffic to your website! Drop a comment below if you're doing something different to improve clicks on your website from search engines. Thank you!

Google's AI Overviews now control 40% of local search results (source: LocalFalcon), but most businesses have no strategy for it. While competitors focused on traditional local SEO, we positioned this shopping mall to dominate Google's AI Overviews for competitive keywords. The result? A +370% increase in AI Search traffic, +82% increase in organic traffic. Here’s the exact strategy we used (copy this): 1/ Optimized Their Google Business Profile for AI Systems Google's official guidance explicitly states that keeping your GBP updated is critical for AI Overview visibility. We completed every field: • Business description with relevant keywords in first 250 characters • Consistent NAP across all platforms   • High-quality photos that AI could reference • Active review management The result? Google started pulling their business info directly into AI answers. 2/ Built Presence on Third-Party Platforms AI Systems Trust Google's Multitask Unified Model (MUM) system seeks consensus from multiple high-quality sources. We got them listed and reviewed on: • Yelp • TripAdvisor   • Facebook Business • Bing Places • Industry-specific directories Each listing reinforced their credibility signals for AI models. 3/ Targeted Informational Queries That Drive Clicks Here's where most businesses fail - they ignore informational searches. Studies show AI Overviews appear most for informational queries, but simple definitions get fully answered without clicks. The goldmine? Questions that spark curiosity or guide decisions. • "Best [service] for [specific need]" • "[Option A] vs [Option B] for [problem]"   • "How often should [audience] [activity] to see results" These trigger AI Overviews but create curiosity gaps that drive clicks. To find these queries, use Ahrefs Keywords Explorer with seed terms related to your business. Focus on the Questions section showing comparison and benefit-focused searches rather than simple definitions. Look for those with low search volume but high intent. 4/ Content Structure That Works: • Lead with the answer - First 1-2 sentences give a concise answer AI can extract • Then go deeper - Explain why, how, and which option is best • Use clear formatting - Subheadings, bullet points, numbered lists • Add unique value - Include data, examples, or practical tips competitors miss The Results: ✅ Organic traffic: +82% (140k to 256k monthly sessions) ✅ AI referral traffic: +370%  ✅ Appearing for 155 keywords in UK AI Overviews ✅ 9.6k+ keywords in top positions Key Insight: 85% of AI search sessions landed on informational subpages, not the homepage. This proves AI search drives qualified clicks when your content answers the next layer of intent beyond the basic AI answer. The Bottom Line: AI Overviews aren't killing local search - they're creating new opportunities for businesses smart enough to optimize for them. While competitors wait, early movers are locking in the advantage.

Here’s what I’m learning hosting a weekly LinkedIn Live event. 🧵 The good, bad, and ugly. Why live? Launching the 1000th B2B podcast felt risky. TBPN (and others) are showing how live blurs the line between content and events. It’s authentic, real, uncut — and an opportunity to rise above the noise. I also wanted to democratize access to guests by letting the audience ask their own questions, not just me. So far, here’s what I’ve learned: 1. Driving registrations is hard. Weekly database emails feel spammy. Organic LinkedIn promo gets suppressed, and manually inviting 250 connections at a time is painful. The best tactic: guest enablement. Have them post ahead, connect their socials in StreamYard, and trigger live notifications. Audience borrowing is the name of the game. 2. Despite the pain, LinkedIn Live works as the platform. The built-in virality is hard to beat by any webinar tools. I’m seeing ~10x more participation from network reach than from registrants. 3. Audience engagement needs work. Numbers are still small, and getting viewers to ask questions is tougher than expected. I’ll need new ways to get the audience involved. 4. Production is way easier than I imagined. Tools like StreamYard make it simple. Local recordings = high-quality audio/video to repurpose into podcasts, YouTube, newsletters, and social. 5. Live is a great tip-of-the-spear. An hour of prep + an hour live = a podcast, YouTube video, newsletter, 3 days of social content, plus the event itself. ROI is high, and distribution expands as guests and viewers share. I’m no TBPN yet, but the model feels right. Staying in the game and shipping consistently should build participation. Best of all, I’m putting in reps, improving the craft, and learning what content is most helpful as leaders build brand humanity. Anyone else building a content program with LinkedIn Live? Would love to learn from you.

For years, when we talked about organic (unpaid) traffic, we meant Google traffic. SEO strategies were built around ranking on Google SERPs, and even Microsoft had to invest $90b in OpenAI to make Bing SEO somewhat relevant again. Anyway. With the rise of LLMs and AI-driven search, this is changing. Users are discovering, researching, and deciding across a growing network of multiplatform, multiasset touchpoints. • Google is still a key player, but it’s evolving—think classic search results + AI Overviews. • AI chatbots (text & voice) like ChatGPT, Perplexity, and Gemini answer queries before users even hit a search engine (if at all). • Non-owned assets —Reddit, Quora, StackOverflow, social media, media outlets, and review platforms like G2 & Gartner are considered not just to increase the SERP real estate but as means to be selected for LLM training data (link in the comments). Brands that limit their organic strategy to their owned assets (websites, socials, etc.) are leaving massive gaps in visibility. My advice is simple and immediately actionable: • Audit where you stand today. How well are you positioned across Google, AI search, social, and non-owned assets? • Optimize for discovery everywhere. Search intent doesn’t just play out on Google—it’s happening in communities, AI chatbots, and niche platforms. Some brilliant colleagues test the organic and paid combo options and decide where to invest resources and budget. • Diversify your content strategy. A strong presence across different formats (articles, videos, UGC, expert answers, product comparisons) will put your brand in front of the right audience—before your competitors get there. The SEO game is evolving. Organic success now means being discoverable wherever decisions are made—not just where Google sends traffic. So, please do not build on an SEO strategy around "how to get the Google traffic back". You are getting nothing back. It is an evolution. Roll with it.

𝐑𝐚𝐧𝐤𝐢𝐧𝐠 𝐢𝐧 𝐆𝐨𝐨𝐠𝐥𝐞’𝐬 𝐭𝐨𝐩 𝟑 𝐝𝐨𝐞𝐬𝐧’𝐭 𝐦𝐞𝐚𝐧 𝐚𝐧𝐲𝐨𝐧𝐞 𝐰𝐢𝐥𝐥 𝐬𝐞𝐞 𝐲𝐨𝐮 𝐚𝐧𝐲𝐦𝐨𝐫𝐞. That sounds wrong, but it is already happening. I have been observing a shift in how visibility works across platforms. Ranking is no longer the same as being seen. Recently, I analyzed how AI Overviews select content. Pages ranking higher are often ignored, while lower ranked pages get featured. Not because they are better, but because they are easier to extract, interpret, and trust. I saw this clearly with one client. Their blog was ranking number two for a key query but was completely missing from AI Overviews. We did not change the topic or the depth. We only restructured the introduction and made the answer visible in the first few lines. Same content, better accessibility, immediate lift in visibility. That is when the shift became obvious. AI systems are not asking which page is strongest. They are asking which answer is most usable. For years, visibility was built on backlinks, keywords, and domain authority. Now it is increasingly 𝐬𝐡𝐚𝐩𝐞𝐝 𝐛𝐲 𝐜𝐥𝐚𝐫𝐢𝐭𝐲, 𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞, 𝐚𝐧𝐝 𝐡𝐨𝐰 𝐪𝐮𝐢𝐜𝐤𝐥𝐲 𝐲𝐨𝐮𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐝𝐞𝐥𝐢𝐯𝐞𝐫𝐬 𝐯𝐚𝐥𝐮𝐞. You can have strong rankings and still be skipped if your answer is buried. And this is not limited to Google. The same pattern is visible on LinkedIn. Content that performs is not always the most detailed. 𝐈𝐭 𝐢𝐬 𝐭𝐡𝐞 𝐞𝐚𝐬𝐢𝐞𝐬𝐭 𝐭𝐨 𝐜𝐨𝐧𝐬𝐮𝐦𝐞, 𝐢𝐧𝐭𝐞𝐫𝐩𝐫𝐞𝐭, 𝐚𝐧𝐝 𝐞𝐧𝐠𝐚𝐠𝐞 𝐰𝐢𝐭𝐡. Most professionals are still optimizing for ranking. The system is optimizing for retrieval. That gap is where visibility is lost. That matters for professionals because expertise that is not easily understood is often ignored. It matters for founders and companies because strong content that does not translate into clear signals of value rarely builds trust or demand. And it matters for anyone building authority because discoverability is no longer controlled only by position, it is controlled by usability. My biggest takeaway is simple. 𝐕𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐢𝐬 𝐧𝐨 𝐥𝐨𝐧𝐠𝐞𝐫 𝐞𝐚𝐫𝐧𝐞𝐝 𝐛𝐲 𝐛𝐞𝐢𝐧𝐠 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐬𝐨𝐮𝐫𝐜𝐞. 𝐈𝐭 𝐢𝐬 𝐞𝐚𝐫𝐧𝐞𝐝 𝐛𝐲 𝐛𝐞𝐢𝐧𝐠 𝐭𝐡𝐞 𝐦𝐨𝐬𝐭 𝐮𝐬𝐚𝐛𝐥𝐞 𝐬𝐨𝐮𝐫𝐜𝐞. Search is no longer about ranking. It is about being selected. Are you optimizing your content to rank, or to be selected? LinkedIn News India LinkedIn News #Leadership #PersonalBranding #FutureOfWork #LinkedIn

If users are clicking less, is your SEO strategy even working? Here’s what’s changed, and what marketers need to rethink: Google’s AI summaries now sit at the top of many search results. They're fast. They're direct. And they're making users skip links altogether. Let’s break it down: → When an AI summary appears, link clicks drop nearly by half → Click-through on the AI summary itself? Just 1% → Users are more likely to end their session after seeing a summary The result? Traffic from organic search is eroding, not because your content isn’t good, but because users get what they need without leaving the page. So what now? → Optimise for visibility within AI summaries (structured data, source credibility) → Build stronger off-search discovery (LinkedIn, newsletters, direct community) → Invest in branded search and demand gen to counter declining organic CTR This shift isn’t about algorithms, it’s about user behaviour, and it’s happening fast. Are your metrics keeping up with how people actually search today? Drop your thoughts in the comments below.

Video content is one of the most effective tools for engaging audiences and simplifying complex topics. For law firms, it’s an opportunity to showcase expertise, connect with potential clients, and build trust in a relatable way. Here’s how to create impactful video marketing: 1️⃣ Use Videos to Simplify Complex Topics Legal concepts can feel overwhelming, but short, clear videos can break them down for your audience. Examples: “What to Expect During a Divorce Consultation.” “Understanding Your Rights After a Workplace Accident.” “How to Navigate Probate in the UK.” Tip: Focus on one key topic per video to keep it concise and easy to follow. 2️⃣ Showcase Client Success Stories Sharing anonymised testimonials or case outcomes can demonstrate your firm’s impact and build credibility. Example: A personal injury lawyer could share how their efforts helped a client secure a settlement. Tip: Use storytelling techniques to make these videos relatable and emotionally engaging. 3️⃣ Introduce Your Team Building trust starts with showing the human side of your firm. Use videos to introduce your solicitors, highlight their expertise, and provide a glimpse into your office culture. Examples: “Meet [Name], Our Family Law Specialist.” “A Day in the Life at [Your Firm].” Tip: Keep these videos professional yet approachable, showcasing your team’s personality and professionalism. 4️⃣ Use Live and Recorded Webinars Webinars allow you to engage directly with your audience, offering insights on trending topics or answering questions. Examples: “Navigating GDPR Compliance for Small Businesses.” “Understanding the Implications of No-Fault Divorce.” Tip: Record webinars to repurpose key moments into shorter clips for social media. 5️⃣ Optimise for Accessibility Make your videos accessible to a wider audience by including captions and transcripts. Why It Matters: Many users watch videos without sound, and captions also support viewers with hearing impairments. Tip: Use tools like Rev or Otter.ai to generate captions easily. 6️⃣ Promote Strategically Great video content needs to reach the right audience. Share videos on LinkedIn, your website, and via email newsletters. Use short clips or teaser versions on social media to drive traffic to the full video. Example: Post a 15-second clip of a webinar on LinkedIn with a link to watch the full session. 7️⃣ Track Video Performance Measure how your videos are performing and refine your approach based on data. Metrics to Monitor: Views, engagement (likes/comments), watch time, and conversions. Example: If explainer videos outperform team introductions, focus your efforts on educational content. Videos are a powerful way to engage your audience, showcase your expertise, and build trust. By tailoring your content to client needs and presenting it in an accessible, relatable way, your firm can create meaningful connections that lead to results. 💬 What legal topics would you cover in a video?

Here's a behind-the-scenes look at how we create video content from scratch Step 1: Content Ideation My content director and I are always coming up with content ideas and putting them into a shared notes app. This system means we always have a lot of ideas ready to go when it’s time to record. Some of our content comes from “Creating” content and other comes from “Being the content” (Which involved recording me doing business activities and pulling clips from there) Step 2: Record This step is very simple. All we need is a smartphone, a selfie stick, a tripod, and a wireless mic (Hollyland is the one we use right now but I’ve used Rode, Comica, and Movo. That’s it. With these basic tools, we’re able to quickly and efficiently shoot all of our videos. Step 3: Curate the Video Content Once the video is recorded, my content director curates the clips and gets them ready for editing. This involved selecting relevant clips that are on brand and on message as well as ensuring each one has a strong hook. The clips are uploaded to Google Drive, and we’ve automated a part of the process using Trello (our project management software). This automation creates a card for each video, including its title and link, which eliminates a few extra manual steps. Step 4: Video Editing/Post Production From there, the video editor picks up the raw video, edit the video, and then send it over to the social media manager. Step 5: Transcription, Copywriting, and Posting The social media manager receives the edited video and uses AI tools to transcribe it and create the copy/text (The thing you’re reading right now! These tools get us about 80-90% of the way to a finished copy, which we then revise and quality check (I do this myself). From there, the content gets scheduled by the SMM. And that's how you're seeing me in the social media feeds like you are right now 😎. Got questions? Hit me in the comments and I’ll answer em! ❤️ABS #contentproduction #contentstrategy #videocontent