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#171 Ideas para generar nuevo contenido en la era de SGE · Negocios Locales

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In a thousand six hundred and twenty- eight blood circulation was discovered. Until
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then it was known that blood was moving, but it was not known that
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it was actually circulating. The person in charge of making this discovery known was
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doctor William Harvey, who met with the rejection of his medical colleagues who were
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very conservative and who did not make innovations, because these were associated with healers.
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What was thought up to that point was that blood came from foods that
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were processed in the liver. Then they entered the heart, where it warmed
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up before it came out of the veins, not through the arteries. Through
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a meticulous study of what might be called chest plumbing, William Herry concluded that
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the heart did not warm up the blood, but pumped it into the arteries
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to reach the rest of the body. Years later, the result of this
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discovery and the results of the first blood transfusions. It was a logical thing.
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Until now, only the sick people were talking about drawing blood, but
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they had never thought about injecting blood. Hence, as I say, the
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first transfusion arose. First they did it with animals, with dogs, and
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then later they did it between people. What happened, that there was a
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person who died in Paris and as a result of this, blood transfusions as
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treatment were not done again until the 20th century fix you almost two hundred years
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later, Undoubtedly, the discovery of blood circulation has been crucial, because without
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it, the other discoveries that have come after would not have been possible.
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Modern surgeries or an injection could not have been performed. You can imagine some
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modern medical discovery without the knowledge of pumping blood from the heart and you will
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ask yourself what this has to do with the positioning of my local business,
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as we see that in today' s episode. Local business episode one hundred
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and seventy- one. Very good morning to all and welcome one more week
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to local businesses today, April 11, two thousand twenty- four. This
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podcast is a weekly space where we look for local businesses to get more customers
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and more business thanks to the improvement of your positioning and visibility on the Internet.
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I present my name is Laura Alfonso. I am a business consultant with
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physical establishments and welcome to this program a weekly space where we talk about your
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Google Business Profile date, your website, intentions, user search, reviews,
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digital analytics, links or artificial smarts with the aim of making your local business
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more visible on the Internet thanks to the improvement of your search engine positioning.
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You can subscribe to the local business podcast on your regular podcast player or from
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my website, Laura Alfonso, where you will also find all the notes of
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this episode and in addition, you have the possibility to subscribe to the Lius
3:24
Letter of local business, where I will tell you news of interest for your
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business, which does not give me time to address in this episode and this
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week, what we will talk about, because we will talk about the latest
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news of artificial intelligence that come strong. But above all, what I want
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to give you is tips and tips so that you improve your content and traffic
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to your website is not affected, because it can be affected. Yeah,
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we' ve already discussed it in previous episodes and we' ll do a
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quick review. But what I like today' s episode is that we are
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going to give very interesting tips so that artificial intelligence is not a problem,
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but an ally to you. But remember that Laura Alfonso with more resources has
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the videocourse gets more customers positioning you a local business and where, over several
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lessons and about six hours, I explain how you can improve the visibility of
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your local business and with that get more customers. I always tell you when
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the business next door gets more customers than you, without having your experience or
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a better product, it just means it' s doing something you' re
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missing and in this course I explain what. Because we also analyze competitors,
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and all this in a simple way, without technicalities and without needing to spend
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on expensive tools, because we do everything with very powerful tools and acostecero,
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because it is not about making more and spending more money, but about doing
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it better. And now we do. This week, the Google Cloud nest
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is being held as a live event where Google brings all its innovations to life.
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It has begun to celebrate the 9th and ends that event precisely today April
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11, as it could not be otherwise that they are talking about artificial intelligence
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and Google is talking precisely about Jeminie. Or I remember that Jeminie is the
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old bar that was Google' s first approach to dealing with Hepeting chat.
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As the bar launch was not too successful, because he made several mistakes or
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hallucinations. What are they called the case of artificial intelligence, because he decided
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to change his name and then we stand before Jemine. Jeminie Google is supposedly
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proposing that it also has a cost. We still don' t know how
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much, but what I like most is the phrase you' ve used,
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and it says that artificial intelligence is going to transform the way each industry or
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company operates, including Google itself and in fact, has shown different videos from
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different companies that prove it. We have the case of Mercedes Benz, which
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tells us that he is working side by side with Google and its artificial intelligence
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to make his processes more efficient. But not only that. He' s
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making an approach that goes further and talks about the autonomous car. We will
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see that is a reality sooner rather than later. And then we have the
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case of Uber, who says he' s using artificial intelligence for his customer
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support services, so he makes a summary of the different communications and calls,
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and not only that, but also what he does is a summary of previous
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interactions so that his own staff can be more effective and more helpful to that
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user. And so far the actual novelties with jeminy in the absence of what
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they tell today. But what' s going on with SG? Or I
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remember that s G is Google' s search engine, but with the functionalities
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of artificial intelligence, what about it. He throws himself or doesn' t
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throw himself in the beginning. Google planned to deploy it globally by the end
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of the twenty- three thousand, but that did not happen. And what
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is happening now, because users who had not applied to enter the beta phase
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of the product to test how SG works. Suddenly they' re seeing that
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they can use it. This fact has unleashed all sorts of rumorology and what
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they are saying is that Google is accelerating the deployment process and that it will
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want to launch precisely on May 14, which is when the Google event is
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held and or an annual conference aimed at developers. And why you' re
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seeing so much challenge flying because s G involves giving direct answers to the user
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and that, in the end, translates into a fall in traffic. I
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always say it. If you are looking for how much mesi leo messi Google
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measures, it will show you a direct answer and that will make you not
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need to eclipse on any website, because you have already really satisfied the doubt
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that you had, well, with SG and artificial intelligence what they are looking
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for is precisely to answer an even greater number of questions. And if users
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can have more direct answers from Google and its artificial intelligence for even greater questions,
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that means that traffic is going to resent and a lot. But first
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of all, we have to have one thing clear. It is not yet
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known whether s G will be a complement to the current search engine or actually
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a replacement of Google. Those of us who are involved in this sector may
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not be able to adopt it quickly, but there is another large audience who
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does not know what G is and will therefore take a little longer to adopt
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it. Therefore, I believe a priori that the launch of SG, if
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produced, will be in complement mode and not in substitution mode of what we
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know today as the Google search engine. That said, we need to know
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that yes, that the user will have a direct response and that will be
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less traffic. And this means what it means to us, because you will
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see. I' ve read an article in h Revs that I liked very
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much and put a chart that seems super illustrative and I' m going to
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try to move it through this audio. Until now, when a user did
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a search he could have a direct response or organic results. So let'
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s imagine a bar and on that bar twenty- five percent were the direct
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answers and seventy- five percent were the organic results. Now that bar is
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going to be divided into three. On the one hand, we' re
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going to have the direct answers that have a unique answer and therefore we don
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' t have to go crazy, as is the case with How Much or
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Messi. Then we will have another section of the bar, which will be
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the one given by artificial intelligence and which will be a little more elaborate,
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and then there will be the organic results part. Then, of course,
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it is true that we may have the organic result left at fifty percent instead
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of seventy- five percent, as we had before. But what happens that
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of course, the results of the direct response snippet fits. We already had
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that. We saw that it really affected traffic a little bit. But it
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is that we are affected by issues that have an answer to this one,
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because we must not worry too much either. So it' s true that
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artificial intelligence what it' s going to do to us is take off traffic
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a little bit more elaborate, but especially from those users who are looking for
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information and who are in what is the fanel mole, that is, they
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' re up on the part of starting to discover things, they' re
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starting to investigate something, then that part. There artificial intelligence will answer questions
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of what, but not of how. That is, if you ask artificial
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intelligence, how to do a content audit, because it can tell you that
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you have to use the tools to investigate if they have volumes of searches,
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if they don' t, etcetera, etcetera. But he' s not
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gonna tell you how you have to use those search tools. That' s
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where you get the chance to show up on those organic results. Therefore,
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what is going to require us to launch SG right now is really to start
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working on much more elaborate, much deeper content, as they are saying in
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English. And all this implies, then, that the purchasing cycle is shortened
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because, because the user many of his investigations, will answer them directly in
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the search engine. Then the product listings, for example, will already be
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shown to Google, and then, when you are already clear what you want
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to buy, when they reach our website, they will go directly to the
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product date and have not listed our products that we have on our website.
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So we do have to begin to understand and analyze how the different sections of
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our website are working, because what we will see is that, in the
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case of Unicomers, the list of products is going to fall at the level
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of traffic. But, however, or the part of product what you'
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re going to have is a bigger conversion. There will be more consequences,
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for we certainly are and are not able to see them right now. For
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example, I hear that the tools that help us analyze, for example,
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search volumes, and I think not, because, for example, this type
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of tools informs you of the terms for which heter snippets jump directly, and
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that we will have to keep knowing, because if we have to prioritize our
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editorial content. Surely we are not going to devote efforts to generate content where
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Google gives a direct response and in the end the user does not click And
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besides, it is also interesting to identify the search volume of a cluster.
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And maybe, we' re not going to the generic term, which surely
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has the answer to artificial intelligence, but that' s going to help us
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identify the clusters, the contents of the good ones, and from there on
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in starting to see what is the long- tailed lontale content that we have
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to address in order to take us the search traffic that, maybe have less
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volume, but they are more qualified and can become much better. Perhaps more
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than one you are listening to me, he asks, but it makes sense
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in the era in which we are of immediacy, where there is a lack
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of attention to be put to create really denser content, because there is no
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other, is that we have to start demonstrating all the knowledge, all the
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experience that we have and all that content. What you' re really going
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to generate is engagement with our potential user. And the more engagement we will
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actually be emitting, or signals to Google that what we offer is quality and
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that will help us to rank better. That is why we need to be
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clear that we need to generate content, but not only generate new content,
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but also update existing content. And here I go with a time that I
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think is going to be very useful to you and is that it is very
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interesting to use Google search filters to know how to generate new content or update
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the already assistant. What am I talking about? You will see if I
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am looking, for example, for apartment rentals in Madrid, just below the
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search bar, what I find are filters that tell me, for example,
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tourist, foreign private. So that' s where you' re giving me
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a hint that, maybe I can generate content from renting tourist flats or renting
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flats to individuals or foreigners. Let' s go with another example of other
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sector If, for example, we look for invis Aline, which is a
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type of orthoontics, the filters that appear in the search is cost. There
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we can talk about the different prices that the invista line has or what are
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the factors that determine the price. We also have, for example, attacks.
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Ataches are those things that put their teeth to fit the inbisaline well,
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because maybe you have to do a content of care that you should have when
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you have those jams. Or what happens if, for example, you get
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sores, etcetera. And also, for example, comes another filter, which
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is the one before and after. That gives us a hint of how important
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it is to put images where you see the client before his teeth and after
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having done the treatment with you. There we already have clues of new content.
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And let' s see one last example. For example, for lawyers,
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a user is looking for unfair dismissal and what we see is that the
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search filters tell us about compensation, because we need to talk about how to
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calculate compensation if I get fired improperly. Then we also have the cause filter
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hears, because what are the causes of unfair dismissal. There is also a
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right to unemployment, because we will have to talk about a content at best.
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If we are entitled to stop or, when applied in the case of
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unfair dismissal, then we also have days of notice. There we would also
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have another type of content and we have another filter to report, because there
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we can talk about it when it is interesting to report or if there are
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options to obtain results and denunciations or denunciations. So if you notice a lot
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of times. You think that I have already addressed many issues if I no
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longer know what else to talk about, because you can talk about many things.
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And I' m telling you that in Google' s search filters,
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which are those bubbles that appear under the search bar, it' s where
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you have very interesting ideas that you can take advantage of. But, as
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I was saying, it is not only about generating new content, but also
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about increasing existing content and optimizing it. That is important to analyze with tools
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such as WELLSS, with sun or Woelle analytics, relevant metrics such as clicks,
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impressions and average position. So, if you have contents, where the
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CTR has gone down, the click rate has gone down, where the prints
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have gone down, where the number you had for the ones you positioned has
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dropped. So, those are the first ones you have to tackle. And
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there we have two dates, the date of publication and the date of modification.
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And it is good that Google says that there are really modification dates in
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our content and that there is a substantial modification. Not that you put a
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point aside and that' s all there is to it. No, he
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knows what was before and you know if the change that has occurred is substantial
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or not. And that if you see that the content is updated, it
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' s cooler at the end. That' s an additional factor of the
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many that there are at ranking level and that' s very interesting to work
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with. And, of course, it' s very important that once you
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update that content, you also do a test and see if those improvements you
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' re actually making are actually returning in results and are improving sctr those impressions.
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Or that middle position and I' ll put you a case that'
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s happening to me with a client. We had a lot of content and
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the truth is that we no longer saw much more options to continue generating new
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material In this regard. It' s true that we could talk about things
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that were so gentially related to your business, but having traffic for having traffic
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and not converting is not worth anything either. So we thought the solution was
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to optimize the content and what we have done is to start generating infographics that
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turns out the content that we had already addressed. In this way, we
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are updating the content with information of interest of quality, because in addition,
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those nymphography are sharing very well and that is favoring. It is also favoring
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that we have external links, because people share them and from websites they are
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mentioning us. And what we' re getting, because those pages are starting
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to increase the volume of impressions, so, on that side, very happy.
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So I hope that this idea is useful and that you can also apply
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it to your websites and, by the way, maybe. There is still
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one who does not know very well what has to do with what I have
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told at the beginning of blood circulation with today' s local wish theme,
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well, what I was trying to do was an analogy. Why because at
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the time, the discovery of the blood ring was seen as my mother these
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healers and people rejected the doctor. And right now, with artificial intelligence,
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many of us can put our hands to the head and say," My
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God is the end of humanity," but we have to see what opportunities
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it offers us and take advantage of it so that we can really evolve more
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and better. And this is what I wanted to tell you in today'
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s episode. I hope that it has been of interest to you and that,
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above all, you can apply it to your local business. Very attentive
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to what I have told you about the search filters and all this part of
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content optimization that can come to you very well and as always. Thank you
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so much for your five- star reviews and reviews on Apple Podcast and it
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' s Spotify. And remember that you can listen to me on other platforms
21:55
and like me, like in Evox, in Google Podcast, in Amazon Music,
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in Pokodcast, in everyone, and well, well, I say in
22:03
everyone. But I' ve been a week without being in everyone. Oh,
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my God, what a scare. But, well, I' m
22:07
back on track and remember that it would help me a lot if you subscribed
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to the local business channel from your favorite podcast platform, as that way you
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would give me more visibility and could reach more people. And it' s
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all we have left to do now, but only until next week. Where
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we' ll hear again And where, then where it' s going to
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be here in local businesses. Happy week.