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Is The 4-Day Week The Future Of Work? A Q&A With Joe O’Connor

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Is The 4-Day Week The Future Of Work? A Q&A With Joe O'Connor

Can spending less time on the clock actually make your team more productive?

Joe O’Connor thinks so. He’s the CEO of 4DayWeek.com, a company aiming to shift our collective mindsets around the traditional 9 to 5, Monday to Friday grind.

It sounds counterintuitive, for sure – and yet many organizations are willing to give it a try.

In fact, Search Engine Journal is experimenting with a four-day workweek right now.

Joe currently leads 4 Day Week Global’s pilot program, and in the first six months of 2022, 150 companies and 7,000 of their employees participated in six-month coordinated trials of the four-day week.

Joe recently joined SEJ Show host Loren Baker in a podcast episode on helping your marketing team succeed inside the structure of a 4-day workweek.

We had the opportunity to connect with Joe after his podcast interview and ask a few more questions about how he grew into this career as a flexible work advocate and agent of organizational change.

Here, he talks about leadership, productivity, and the trends and skills we’ll need to future-proof our careers and companies going forward.

Growing Into The Four-Day Week Mindset

Miranda Miller: What path led you to become the Global Pilot Program Manager and now CEO of 4 Day Week Global?

Joe O’Connor: “In my previous role as campaigns director for Ireland’s largest public service union Fórsa, I organized an international conference on the future of working time back in 2018 and founded and launched the Four Day Week Ireland campaign coalition in 2019.

I’ve been collaborating with 4 Day Week Global’s pioneering founders, Andrew Barnes and Charlotte Lockhart since 2019 also.

When I developed a four-day-week pilot program and research project in Ireland last year, it aligned with their plans to develop a global pilot project and a major U.S. campaign, so I came on board full-time with the organization in September 2021.

At the same time, I moved from Ireland to New York City with my partner and our two cocker spaniels, where I am also leading a research project on work time reduction as a visiting fellow with Cornell University’s ILR School.”

Miranda Miller: Tell us a bit about what you do. How has this work model changed the way you get your own work done?

Joe O’Connor: “I’ve learned a lot from the kind of first-hand exposure I’ve had to a wide range of very different companies who have adopted innovative new work practices, identified process improvements, and embraced new technologies to make their businesses efficient enough to deliver five days’ worth of output in four.

This has not only strengthened my capacity to support leaders to figure out how to make this work for their business but also enabled me to implement these strategies to make our organization as lean and efficient as it can possibly be.

This is a continuous work in progress – the four-day week and smart working is an ongoing fitness, not a one-off decision.”

Miranda Miller: At your leadership level, how is your time split between organizational strategy, people management, and other activities?

Joe O’Connor: “Although we are growing rapidly, we’re still a relatively small organization with quite a flat organizational structure, so I’m still very deeply involved with executing our day-to-day operations and rolling out global pilot programs.

The incredible organic momentum behind the global four-day week movement, particularly in the past six months or so, has meant that we have had to be extremely nimble in responding to this fast-moving space.

In recent months, I’ve been able to dedicate more of my time to proactively charting our future path. We’re building capacity towards our objective of running our 4 Day Week pilot program quarterly in every time zone and region by the second quarter of 2023.”

Productivity, Leadership, And The 100-80-100™ Model

Miranda Miller: Can you share the top two influences shaping how you think about productivity and leadership?

Joe O’Connor: “One of the things that inspired me was my experience with public sector workers in Ireland, where many working parents – predominantly women – told us en masse in a major survey that they had opted to work four-day or reduced-hour schedules after returning from parental leave, for work-life balance and childcare reasons.

However, although they had dropped to 80% of their salary, they still felt that their responsibilities were the same, their role expectations were the same, and their output was the same.

This tells us two things: One, we have a significant gender equality problem in the workplace which a universal four-day week could be revolutionary in addressing.

And two, when it comes to productivity, Parkinson’s Law holds true – work tasks will expand to fill the time available for their completion.

Our founder Andrew Barnes has also inspired me in this regard. The landmark four-day week trial he spearheaded in his company in 2018, Perpetual Guardian in New Zealand, was primarily motivated by productivity.

By shifting the emphasis away from the number of hours spent at the office, at the desk, or on the clock and onto the work being produced and results being achieved, he could deliver better business performance while changing the lives of his employees for the better.

The 100-80-100™ model he pioneered in this trial – 100% pay, 80% time, in exchange for a commitment to 100% output – is now changing the world of work, being adopted by hundreds of companies worldwide with our guidance.”

Setting Your 4-Day Week Program Up For Success

Miranda Miller: What productivity tips can you share with companies looking to make a four-day workweek campaign part of their culture?

Joe O’Connor: “For many companies, the four-day week is already here. It’s just buried under the rubble of wasteful practices and outdated processes, such as a lack of meeting discipline, unnecessary distractions and introductions in the workday, and poor use of technology.

The four-day week can provide a transformative forcing function in your company to address these inefficiencies and powerfully align the company’s productivity motivation with employee motivation for the transformative benefits that an extra day off work can bring.

While leadership needs to be very clear in setting and communicating the direction of travel, including the purpose, objectives, and metrics for the trial, they then need to empower their people to figure out the details.

The most detail-oriented CEO in the world does not know the day-to-day intricacies of the jobs of each of their employees well enough to redesign them.

The greatest and most sustainable productivity gains have been achieved by companies that have adopted a bottom-up approach to implementation, enabling staff to work out the changes to work practices necessary to redesign their work.

Often, some leaders overthink potential problems and blockages in the C-suite instead of asking their people for ideas and solutions.”

Tips For Future-Proofing Your Career & Business

What’s next for the world of work? What key trends/practices that companies need to start embracing, and how can leaders future-proof themselves?

Joe O’Connor: “When we started working with companies to trial or transition to reduced-hour working back in 2019, the primary reasons were addressing productivity issues and burnout concerns.

While both of these remain important, they have been surpassed by recruitment and retention as the single biggest reason why leaders are being attracted to the four-day week.

In a very competitive labor market, innovative and forward-thinking leaders recognize that if they can pull off the four-day week without sacrificing organizational priorities, they can give themselves a very significant competitive edge in the war for talent.

While many companies might not be able to compete in the top 1% of compensation, they can compete in offering among the top 1% of workweeks.

And the greatest benefits will flow for the longest period to the earliest adopters.

Companies like Atom Bank in the U.K. have seen a 500% increase in applications for open job vacancies since moving to a four-day week.

Healthwise, a large not-for-profit here in the U.S. introduced the four-day week last August to combat retention issues and has since seen its unplanned employee turnover reduce to zero.

Leaders now need to ask themselves: Is my greatest risk the risk of trying the four-day week and failing, or is it my biggest competitor embracing this new way of working first and reaping the rewards?


Featured Image: Courtesy of Joe O’Connor/4 Day Week Global

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Everything You Need To Know

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Of all the many, many functions available in Google Ads, I have a few that are my favorites. And sitelink assets – previously known as sitelink extensions – are at the top of my list.

Why? Because they’re so versatile. You can do almost anything with them if you think through your strategy carefully.

For example, you can use the mighty sitelink in your advertising to:

  • Promote low search volume themes.
  • Push lagging products out the door.
  • Maximize hot sellers.
  • Highlight certain product categories.
  • Answer common questions.
  • Handle PR problems.

And that’s just a start! Sitelink assets can almost do it all.

Best Practices For Using Sitelink Assets Extensions

If you truly want to get the most out of your sitelinks, you need to think about your intention.

To help you with that, I’m going to lay out a few sitelink guidelines.

1. Get clear on your objectives. Before you start, you need to think about your goals. What are you trying to achieve with these assets? Are you advertising products or services? Will the asset work well with both branded and non-branded keywords? Your answers to these questions will help determine if your sitelinks are versatile and useful to the searcher.

2. Use sitelinks as part of your larger strategy. Don’t think of your sitelinks in isolation. You should also consider the accompanying ad, landing page, and other assets. Make sure they all work together in service to your overarching strategy.

3. Use a mix of sitelinks. Sitelinks can serve multiple purposes, so make sure you’re using a variety. For example, you don’t want to use every sitelink on an ad to promote on-sale products. Instead, use a mix. One could promote an on-sale product, one could generate leads, one could highlight a new product category, and one could direct prospective clients to useful information.

4. Create landing pages for your sitelinks. Ideally, you want to send users to landing pages that tightly correlate with your sitelink instead of just a regular page on your website.

5. Track sitelink performance and adjust. It’s not enough to set up sitelinks. You should also track them to see which links are getting traction and which ones are not. This doesn’t mean that all sitelinks should perform equally (more on this below), but it does mean they should perform well given their type and objectives.

Why it’s Better To Use A Mix Of Sitelink Assets

Let’s dive deeper into this idea of using a mix of sitelinks by looking at an example.

In a new client account, we created four different types of sitelinks:

  • Two sitelinks are product-focused (as requested by the client).
  • One sitelink connects users with an engineer to learn more about the product (“Speak to an Engineer”). It has more of a sales focus.
  • One sitelink allows users to learn more about the products without speaking to an engineer (“What is?”).

The “What is?” sitelink is outperforming the “Speak to an Engineer” sitelink when we measure by CTR. While we need more data before making any changes, I predict we’ll eventually swap out the sales-y “Speak to an Engineer” sitelink for something else.

The fact that the educational link (“What is?”) is performing better than the sales-y link (“Speak to an Engineer”) isn’t too surprising in this case. The product is a new, cutting-edge robot that not many people are aware of, yet. They want more info before talking to someone.

Screenshot by author, January 2023

By using a mix of sitelinks, and assessing the performance of each, we gained a lot of valuable information that is helping to guide our strategy for this account. So going with a mix of sitelinks is always a good idea. You never know what you’ll discover!

Sitelink Assets Examples

Now, let’s look at some specific examples of sitelink assets in Google Ads.

Example 1: Chromatography

Sitelinks extension - Chromatography exampleScreenshot from Google, January 2023

Application Search: This ad is for a highly technical product that can be used in a wide variety of applications. (Chromatography is a laboratory technique for separating mixtures.) So putting “application search” in a sitelink here might make sense. It helps prospective clients find what they’re looking for.

Sign up and Save Big: A good sitelink for lead generation and potential revenue.

Technical Support: I’m not a big fan of putting technical support in sitelinks. Tech support seems more targeted to current users rather than prospective users. But who knows, maybe they really do want to help current users get tech support via their advertising.

Guides and Posters: Again, this sitelink is a bit unusual, but it might be appropriate for this product. Perhaps people are downloading branded posters and posting them in their workplaces. If so, it’s a great way to build brand awareness.

Example 2: Neuroscience Courses

Sitelink Extensions - Nueroscience courses exampleScreenshot from Google, January 2023

I love everything about these sitelinks! The advertising is using them to reach people in all phases of the buyer journey.

For people not ready to commit:

  • Study Neuroscience: This sitelink is broad and informational. It’s helpful to people who have just started to explore their options for studying neuroscience.
  • Get Course Brochure: This sitelink is also great for people in the research phase. And while we mostly live in an online world, some people still prefer to consume hard-copy books, brochures, etc. With this sitelink, the school is covering its bases.

For people getting close to committing:

  • Online Short Course: This is the course the school offers. It’s a great sitelink for those almost ready to sign up.

For people ready to sign up:

  • Register Online Now: This is the strongest call to action for those ready to commit. It takes people directly to the signup page.

Example 3: Neuroscience Degrees

Let’s look at another example from the world of neuroscience education: this time for a neuroscience degree program.

Sitelink extensions - neuroscience degree exampleScreenshot from Google, January 2023

In contrast to the previous two examples, the sitelinks in this ad aren’t as strong.

Academics Overview: This sitelink seems more appropriate for a broad term search, such as a search on the school’s name. If the searcher is looking for a specific degree program (which seems like the intention based on the term and the ad), the sitelinks should be something specific to that particular degree program.

Scholarships: Just as with the above sitelink, “Scholarships” doesn’t seem very helpful either. The topic of scholarships is important—but probably doesn’t need to be addressed until the person determines that this school is a good fit.

Example 4: Code Security

Next, let’s look at two Google search ads for code security products.

Sitelink extensions - code security exampleScreenshot from Google, January 2023

 

The sitelinks in these two ads look like typical assets you’d find for SaaS, cloud-based, or tech companies. They click through to a lot of helpful information, such as product plans and success stories.

I particularly like the Most Common Risks sitelink in the second ad. It leads to a helpful article that would be great for engaging top-of-funnel leads.

On the flip side, I’m not a big fan of the Blog sitelink in the first ad. “Blog” simply isn’t very descriptive or helpful.

Still, there are no right or wrong sitelinks here. And it would be interesting to test my theory that blog content is not a top-performing asset!

Sitelink Assets Are More Than An Afterthought

I hope I’ve convinced you of the usefulness and versatility of sitelinks when created with specific objectives that align with your broader strategy.

So don’t create your sitelink assets as an afterthought.

Because if you give them the careful consideration they deserve, they’ll serve you well.

Note: Google sitelink assets were previously known as sitelink extensions and renamed in September 2022.

More resources:


Featured Image: Thaspol Sangsee/Shutterstock



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AI Content In Search Results

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AI Content In Search Results

Google has released a statement regarding its approach to AI-generated content in search results.

The company has a long-standing policy of rewarding high-quality content, regardless of whether humans or machines produce it.

Above all, Google’s ranking systems aim to identify content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).

Google advises creators looking to succeed in search results to produce original, high-quality, people-first content that demonstrates E-E-A-T.

The company has updated its “Creating helpful, reliable, people-first content” help page with guidance on evaluating content in terms of “Who, How, and Why.”

Here’s how AI-generated content fits into Google’s approach to ranking high-quality content in search results.

Quality Over Production Method

Focusing on the quality of content rather than the production method has been a cornerstone of Google’s approach to ranking search results for many years.

A decade ago, there were concerns about the rise in mass-produced human-generated content.

Rather than banning all human-generated content, Google improved its systems to reward quality content.

Google’s focus on rewarding quality content, regardless of production method, continues to this day through its ranking systems and helpful content system introduced last year.

Automation & AI-Generated Content

Using automation, including AI, to generate content with the primary purpose of manipulating ranking in search results violates Google’s spam policies.

Google’s spam-fighting efforts, including its SpamBrain system, will continue to combat such practices.

However, Google realizes not all use of automation and AI-generated content is spam.

For example, publishers automate helpful content such as sports scores, weather forecasts, and transcripts.

Google says it will continue to take a responsible approach toward AI-generated content while maintaining a high bar for information quality and helpfulness in search results.

Google’s Advice For Publishers

For creators considering AI-generated content, here’s what Google advises.

Google’s concept of E-E-A-T is outlined in the “Creating helpful, reliable, people-first content” help page, which has been updated with additional guidance.

The updated help page asks publishers to think about “Who, How, and Why” concerning how content is produced.

“Who” refers to the person who created the content, and it’s important to make this clear by providing a byline or background information about the author.

“How” relates to the method used to create the content, and it’s helpful to readers to know if automation or AI was involved. If AI was involved in the content production process, Google wants you to be transparent and explain why it was used.

“Why” refers to the purpose of creating content, which should be to help people rather than to manipulate search rankings.

Evaluating your content in this way, regardless of whether AI-generated or not, will help you stay in line with what Google’s systems reward.


Featured Image: Alejandro Corral Mena/Shutterstock



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Seven tips to optimize page speed in 2023

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Tips-to-optimize-page-speed-in-2023

30-second summary:

  • There has been a gradual increase in Google’s impact of page load time on website rankings
  • Google has introduced the three Core Web Vitals metrics as ranking factors to measure user experience
  • The following steps can help you get a better idea of the performance of your website through multiple tests

A fast website not only delivers a better experience but can also increase conversion rates and improve your search engine rankings. Google has introduced the three Core Web Vitals metrics to measure user experience and is using them as a ranking factor.

Let’s take a look at what you can do to test and optimize the performance of your website.

Start in Google Search Console

Want to know if optimizing Core Web Vitals is something you should be thinking about? Use the page experience report in Google Search Console to check if any of the pages on your website are loading too slowly.

Search Console shows data that Google collects from real users in Chrome, and this is also the data that’s used as a ranking signal. You can see exactly what page URLs need to be optimized.

Optimize-to-Start-in-Google-Search-Console

Run a website speed test

Google’s real user data will tell you how fast your website is, but it won’t provide an analysis that explains why your website is slow.

Run a free website speed test to find out. Simply enter the URL of the page you want to test. You’ll get a detailed performance report for your website, including recommendations on how to optimize it.

Run-a-website-speed-test-for-optimization

Use priority hints to optimize the Largest Contentful Paint

Priority Hints are a new browser feature that came out in 2022. It allows website owners to indicate how important an image or other resource is on the page.

This is especially important when optimizing the Largest Contentful Paint, one of the three Core Web Vitals metrics. It measures how long it takes for the main page content to appear after opening the page.

By default, browsers assume that all images are low priority until the page starts rendering and the browser knows which images are visible to the user. That way bandwidth isn’t wasted on low-priority images near the bottom of the page or in the footer. But it also slows down important images at the top of the page.

Adding a fetchpriority=”high” attribute to the img element that’s responsible for the Largest Contentful Paint ensures that it’s downloaded quickly.

Use native image lazy loading for optimization

Image lazy loading means only loading images when they become visible to the user. It’s a great way to help the browser focus on the most important content first.

However, image lazy loading can also slow cause images to take longer to load, especially when using a JavaScript lazy loading library. In that case, the browser first needs to load the JavaScript library before starting to load images. This long request chain means that it takes a while for the browser to load the image.

Use-native-image-lazy-loading-for-optimization

Today browsers support native lazy loading with the loading=”lazy” attribute for images. That way you can get the benefits of lazy loading without incurring the cost of having to download a JavaScript library first.

Remove and optimize render-blocking resources

Render-blocking resources are network requests that the browser needs to make before it can show any page content to the user. They include the HTML document, CSS stylesheets, as well as some JavaScript files.

Since these resources have such a big impact on page load time you should check each one to see if it’s truly necessary. The async keyword on the HTML script tag lets you load JavaScript code without blocking rendering.

If a resource has to block rendering check if you can optimize the request to load the resource more quickly, for example by improving compression or loading the file from your main web server instead of from a third party.

Remove-and-optimize-render-blocking-resources

Optimize with the new interaction to Next Paint metric

Google has announced a new metric called Interaction to Next Paint. This metric measures how quickly your site responds to user input and is likely to become one of the Core Web Vitals in the future.

You can already see how your website is doing on this metric using tools like PageSpeed Insights.

Optimize-with-new-Interaction-to-Next-Paint-metric

Continuously monitor your site performance

One-off site speed tests can identify performance issues on your website, but they don’t make it easy to keep track of your test results and confirm that your optimizations are working.

DebugBear continuously monitors your website to check and alerts you when there’s a problem. The tool also makes it easy to show off the impact of your work to clients and share test results with your team.

Try DebugBear with a free 14-day trial.

Continuously-monitor-your-site-performance

 

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