Event: JBDC Virtual Biz Zone
Topic: Marketing Strategy: Boost your profits with online trends
Speaker: Christopher Derrell, Head of Wed Development at Adtelligent
Date: July 22, 2025
Synopsis: Chris talks about how MSMEs can use trends to boost profits, but first MSMEs have to know the trends and Know where the tools to find these trends using the right tools.  Trends don’t mean just the ‘fleeting’ tiktk trends but real life trends that give rfeal results like SEO, AEO and Google Search Console. Structure like a press release
Prompt: Use the transcript to generate a news article targeting business owners who want to boost their visibility. Pitch to them that hopping on to trends is on such strategy. However, knowing trends that actually works  No M dashes, UK English. Press Release. Paragraph structure, no bulleting style
So Google has a tool called Google Search Console. And what it does is it allows you (2:27) to track how your website shows up in Google search results. So if you have a website, (2:34) and you've connected it to Google, and Google has indexed it, then you can connect your website (2:39) to Google Search Console to see what people are searching when you pop up.
So let me show you (2:44) exactly what that looks like for one of our clients. So this client is in the tourism industry. (2:56) They are not operators, but they are a destination in a sense.
And they're also a place where you can (3:04) do shopping, you can eat, it's very, it's a very nice setup that they have. And so on their search (3:11) console results page, we can see that people have been searching and finding their website (3:16) over the last three months. So they've gotten 6000 clicks in the last three months, 5000 impressions, (3:23) and I'll tell you what those two things are.
And then the click through rate and the average (3:27) position are both here as well. Now average position means this is the number result you showed up as (3:33) on Google. So like this is saying on average, they're number 10, or 11, or lower, or sometimes (3:40) higher, but around the 10 ish point.
What is interesting about Search Console, and what I (3:47) recommend is that once you've found the performance of your result on Google, go down to the section (3:54) that says queries. And you'll actually be able to see what exact search terms people are looking for (4:00) that they then click to your business for. So we're going to do this live here.
(4:07) So this is the name of the business. So you can see when they search the exact name. (4:13) 1015 impressions means it showed up 1015 times in a search list.
And then 320 clicks means after (4:21) showing up in that search list, 320 people would have clicked from Google to their website. (4:26) Now this is good. This is great, right? In fact, a 31% click through rates is fantastic.
That's (4:34) industry leading. But what's also exciting about this is you can see the things that people search (4:40) but didn't click on you for. So you can actually see what keywords you can use, or what is actually (4:45) trending.
So let's look at the ones that had the most impressions. So people also search Rose Hall (4:54) Great House. Now Main Street Rose Hall is very close to Rose Hall Great House.
And so and they (5:00) also have a tour that takes you to Rose Hall Great House. So they had 7000 impressions here, (5:06) but only three people clicked. So as the person who's optimising to get more business into your (5:13) into your website, you can look back and say, all right, well, maybe we can do some sort of (5:19) promotion where we highlight Rose Hall Great House.
Maybe we just add a line on the homepage (5:24) saying we're close to Rose Hall Great House. Right? These are some of the things that you can do. And (5:28) if you have any ideas related to this, you can throw them in the chat as well.
(5:33) Jamaica colours. I'm not sure why people were searching Jamaica colours. But this might have (5:40) been a global audience that was just trying to figure out what are the Jamaica colours, (5:44) and Main Street Rose Hall would have come up.
Pandora Jamaica. Now this is this is important (5:50) for Main Street because Main Street has a Bijou, Bijou jewellers on its compound. (5:58) And Bijou is the only authorised dealer of the Pandora charm for the Pandora bracelet for the (6:03) Jamaica charm.
So this is actually a very important keyword for them to come up for because this is (6:09) something they want people to be searching. Right? So if it seems that many people, 61 persons (6:14) clicked and 4000 people searched in just the last three months for this Pandora charm (6:19) for Jamaica, then that's probably something to pay attention to. (6:25) And you can continue on just like that.
They have a Scotchies on at Main Street. So if you're (6:30) looking for a Scotchies and will be that's one of the options, and so on and so forth. (6:35) Now what you do with this is you can take this content, because Google is literally telling you, (6:41) this is what's trending.
Right? These are what people are actually searching on Google. (6:46) In the last three months, that you can then tweak your website or your advertising message to say, (6:55) Pandora bracelet, Jamaica, or get your Pandora charm in Jamaica, (6:59) or Pandora special in Jamaica, or find one of the two Scotchies in Montego Bay. (7:07) And you can then use that to bring more people to your business.
(7:11) So this is Google Search Console. (7:15) Very important that you can try to use this. If you don't have a website, unfortunately, (7:21) you will not be able to get access to Search Console because it's directly tied (7:25) to a website URL.
So that's definitely a good question. (7:32) But if you don't come into that question, RW, I like that question. (7:40) Um, but yeah, if you don't have a website, you won't be able to access this direct information (7:45) here.
But what you can use is another tool giving you some of the juice, you know, called Ubersuggest. (7:56) Nothing to do with the car company. And you can use it on your competitors.
(8:04) Right? So you can put in a keyword for one of your competitors, (8:07) or your own brand, and see what it gives you. Now, this one is kind of tricky. (8:20) Not to understand, it's very simple to understand.
But because of the location limitation, (8:26) if you don't have users in the US who are coming on your site, (8:31) you're not going to get good, a lot of good quality data. (8:35) I'm not sure that they have Jamaica yet. Let me just check.
They do. Let's try that. (8:42) Okay, same information.
So you can put in the name of your brand, if you don't have a website, (8:47) or your URL, and get some of the ideas for the keywords, but then a lot of it will be (8:52) paid because it's not your information. And this way, you can see kind of what's (8:59) of from your website is actually drawing people to your business. So that's Ubersuggest.
(9:07) You can definitely try that one out. It looks like you'll get free three daily searches, (9:12) which should be more than enough for you to get started with keyword research. (9:18) And remember, these are things that are literally trending.
This is not like a gut feeling about (9:22) what's trending. This is people are searching these exact terms. So we can create a graphic (9:28) for Instagram in line with this trend.
Or we can update our website in line with this trend too. (9:33) We can do a giveaway in line with this trend, because this is what's actually trending. (9:36) All right.
No problem, Sherry. Now, if your website was built with AI, you can use this one. (9:50) You can use Ubersuggest as well.
Now, what we just spoke about is a topic called SEO, right? Search Engine Optimisation.
(2:23) But the truth is one of the biggest trends that's recently come about is that SEO is no longer the (2:31) only player in town. For all of you that have businesses and businesses that provide (2:41) information and business websites, you now need to consider something called AEO. (2:47) And it's really an important thing for you to pay attention to because it changes how (2:52) people search for information.
So SEO stands for Search Engine Optimisation, (2:59) which means you are telling the search engines more about your business through your website (3:06) so that when people search terms, they can find a link to your website. (3:12) AEO is Answer Engine Optimisation. So it's no longer about the fun of the search.
(3:19) It's about directly getting the answer to their query. So I think I had mentioned it last week. (3:26) It didn't really work last week, but we're going to try it again.
And we're going to look for top. (3:35) I'm just going to pull up google.com and see if we can get this to show up. (3:50) Let's see if this demo will work.
So we're going to look for top restaurants. (3:59) I think I give this example all the time. Top Chinese restaurants (4:05) in Kingston, in New Kingston.
Let's just use that. Okay, they're not working with me again. (4:14) Who? All right, let's try that.
Who are the Chinese restaurants? Okay, beautiful. (4:24) Sometimes you have to give it in the format of a question to trigger it. (4:28) But you'll notice that there's this new thing called an AI overview.
(4:32) Now this is very important. Follow me. The AI overview is the way that Google is now doing (4:40) Answer Engine Optimisation.
So people aren't even getting to the search results anymore. (4:45) They are now getting the answer directly at the top of Google search. And Google is pulling that (4:51) information from your website and other websites that reference you.
So it's saying China Garden (4:58) Restaurant, Dragon Court Restaurant, Golden Bowl Restaurant, Jade Garden Restaurant. It's giving me (5:05) the answer I asked about without me having to visit any websites. What's the big deal? Why is (5:10) that important? One, it means that website traffic globally is going to go down.
So you are going to (5:19) see a dip in your website traffic unless your website is just starting up and you don't have (5:24) a baseline. But you're going to see less people visiting the website. If they're just searching (5:29) for things like your opening hours or your location, they'll be able to get it right here.
(5:34) And there's no reason for you to go to the website. But more importantly, and more positively, (5:40) if you have a website, it's very important that you have well written content on your website (5:46) so that Google can reference your site. Right? More than ever, it's very important that you have (5:52) good content.
Images are important. But when people are searching for answers, they're going (5:58) to be pulling from your site's content to make sure that this is the most relevant answer possible.

And you can also set up Search Console for yourself (9:57) for your website. I'm not familiar with strikingly, (10:04) RW, but that should be good as well. All right, keeping it moving.
So that is Search Console. (10:14) Now, I have just spoken to you about Google Search Console. I'm going to pause there, (10:20) because some of this might be brand new to you.
And I don't want to skip over anything important. (10:26) And I hope that you can dance with two conflicting ideas, (10:30) because we're about to conflict what I just spoke about. No problem.