1.
@jonoalderson
What happens when
everybody's website is fixed?

2.
@jonoalderson
The world is changing

3.
@jonoalderson
But our businesses
aren’t changing

4.
@jonoalderson
Today, consumers live in an
information scarce world

5.
@jonoalderson
So organizations
build brands

6.
@jonoalderson
Brands become a proxy
for information trust

7.
@jonoalderson
Imagine if you didn’t
need to rely on trust

8.
@jonoalderson
Google’s race towards
omniscience is changing the
web

9.
@jonoalderson
“71% of consumers begin their journeys by
using a search engine to discover new
products and services.”
“74% reported using a search engine for
consideration and purchasing.”
Forrester, 2016 [link]

10.
@jonoalderson
Quality is becoming
quantifiable

11.
@jonoalderson
You have to
be a good fit

12.
@jonoalderson
“We’ll just spend
more on paid ads!”

13.
@jonoalderson
Google is becoming
the platform

14.
@jonoalderson
Rich experiences
are the future

15.
@jonoalderson
Zero-click
search results

16.
@jonoalderson
https://ahrefs.com/blog/featured-snippets-study/

17.
@jonoalderson

18.
@jonoalderson
Maybe you’re
doing it wrong

19.
@jonoalderson
Your website
is friction

20.
@jonoalderson
07
04
05
01
02
03
Google
06
Influences ~70% of purchases

21.
@jonoalderson
But not quite yet...

22.
@jonoalderson

23.
@jonoalderson
Structured data is
the next war

24.
@jonoalderson
Because of voice search
personal assistants

25.
@jonoalderson
The answer is
Schema.org

26.
@jonoalderson
Can your platform
feed their platform?

27.
@jonoalderson
Tomorrow gets harder

28.
@jonoalderson
Broad, successful adoption
requires standardisation

29.
@jonoalderson
For years, we’ve worked with
individual [websites], one at a time, to
help them [add schema], and
never once did we think to ask them
what CMS they were running
“

30.
@jonoalderson
Google & WordPress <3

31.
@jonoalderson
Content Experience
Content Discovery
John Mu
CMS / Developer Relations
Gary IllyesAlberto Medina

32.
@jonoalderson
07
WordPress Unfair platform advantage
Google
04
05
01
02
03
06
Influences ~70% of purchases

33.
@jonoalderson
Gutenberg blocks =
structured content

34.
@jonoalderson
07
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google Influences ~70% of audience
04
05
01
02
03
06

35.
@jonoalderson
But the web is slow, messy
and expensive to crawl

36.
@jonoalderson
So they’re obsessed
with speed

37.
@jonoalderson
AMP

38.
@jonoalderson
Your website the web as SaaS

39.
@jonoalderson
07
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google
04
05
01
02
03
06
Influences ~70% of purchases

40.
@jonoalderson
PWAs
workingmouse.com.au/app-development/progressive-web-apps-are-the-next-big-thing
PWAs

41.
@jonoalderson
07
PWA App-like & offline capabilities
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google
04
05
01
02
03
06
Influences ~70% of purchases

42.
@jonoalderson
Site Kit

43.
@jonoalderson
07
Site Kit Reporting, analytics & insight
PWA App-like & offline capabilities
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google
04
05
01
02
03
06
Influences ~70% of purchases

44.
@jonoalderson
Things have changed.

45.
@jonoalderson
“We’ll just spend
more on paid ads!”

46.
@jonoalderson
Facebook? Amazon?
Tumblr? TikTok?

47.
@jonoalderson
Let’s zoom out

48.
@jonoalderson
Site Kit Reporting, analytics & insight
PWA App-like & offline capabilities
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google
04
05
01
02
03
06
07
Influences ~70% of purchasesBe a good fit for your audience
Have a perfect platform
Expose your solutions
Be instantaneous
Be everywhere
Understand

49.
@jonoalderson
Site Kit Reporting, analytics & insight
PWA App-like & offline capabilities
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google
04
05
07
01
02
03
06
Yoast Integration, optimization
Influences ~70% of purchases
Have a perfect platform
Expose your solutions
Be instantaneous
Be everywhere
Understand
Win
Be a good fit for your audience

50.
@jonoalderson
Now you can focus
more on trust and fit

51.
@jonoalderson
Is Google evil?

52.
@jonoalderson
Video

53.
@jonoalderson
So, what happens when
everybody’s website is fixed?

54.
@jonoalderson
You no longer
control the narrative

55.
@jonoalderson
You have to
compete on true fit

56.
@jonoalderson
And, what
do we do?

57.
@jonoalderson
Try to bypass Google?

58.
@jonoalderson
Start building a content
solution strategy?

59.
@jonoalderson
Stop relying
on traffic?

60.
@jonoalderson
Embrace change
as a strategy?

61.
@jonoalderson
Accept the new?

62.
@jonoalderson
Bet on WordPress Google?

63.
@jonoalderson
Join us?

64.
@jonoalderson
...Or just spend
more on paid ads.

65.
@jonoalderson
Thanks!