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What happens when everybody's website is fixed

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For many of us, a big part of our job is essentially to fix or improve things. We seek out marginal, incremental gains to make our platforms, brands and performance 'good enough', or at least, 'less bad than our competitors'. What happens when all of this is no longer necessary? When everybody's website, app or software is perfect? Few of our brands are equipped to compete - or even to survive - in this new world. We need a radically different way of thinking, and for many, it may already be too late.

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What happens when everybody's website is fixed

  1. 1. @jonoalderson What happens when everybody's website is fixed?
  2. 2. @jonoalderson The world is changing
  3. 3. @jonoalderson But our businesses aren’t changing
  4. 4. @jonoalderson Today, consumers live in an information scarce world
  5. 5. @jonoalderson So organizations build brands
  6. 6. @jonoalderson Brands become a proxy for information trust
  7. 7. @jonoalderson Imagine if you didn’t need to rely on trust
  8. 8. @jonoalderson Google’s race towards omniscience is changing the web
  9. 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. 10. @jonoalderson Quality is becoming quantifiable
  11. 11. @jonoalderson You have to be a good fit
  12. 12. @jonoalderson “We’ll just spend more on paid ads!”
  13. 13. @jonoalderson Google is becoming the platform
  14. 14. @jonoalderson Rich experiences are the future
  15. 15. @jonoalderson Zero-click search results
  16. 16. @jonoalderson https://ahrefs.com/blog/featured-snippets-study/
  17. 17. @jonoalderson
  18. 18. @jonoalderson Maybe you’re doing it wrong
  19. 19. @jonoalderson Your website is friction
  20. 20. @jonoalderson 07 04 05 01 02 03 Google 06 Influences ~70% of purchases
  21. 21. @jonoalderson But not quite yet...
  22. 22. @jonoalderson
  23. 23. @jonoalderson Structured data is the next war
  24. 24. @jonoalderson Because of voice search personal assistants
  25. 25. @jonoalderson The answer is Schema.org
  26. 26. @jonoalderson Can your platform feed their platform?
  27. 27. @jonoalderson Tomorrow gets harder
  28. 28. @jonoalderson Broad, successful adoption requires standardisation
  29. 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. 30. @jonoalderson Google & WordPress <3
  31. 31. @jonoalderson Content Experience Content Discovery John Mu CMS / Developer Relations Gary IllyesAlberto Medina
  32. 32. @jonoalderson 07 WordPress Unfair platform advantage Google 04 05 01 02 03 06 Influences ~70% of purchases
  33. 33. @jonoalderson Gutenberg blocks = structured content
  34. 34. @jonoalderson 07 Unfair platform advantageWordPress Gutenberg + schema Inherently structured content Google Influences ~70% of audience 04 05 01 02 03 06
  35. 35. @jonoalderson But the web is slow, messy and expensive to crawl
  36. 36. @jonoalderson So they’re obsessed with speed
  37. 37. @jonoalderson AMP
  38. 38. @jonoalderson Your website the web as SaaS
  39. 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. 40. @jonoalderson PWAs workingmouse.com.au/app-development/progressive-web-apps-are-the-next-big-thing PWAs
  41. 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. 42. @jonoalderson Site Kit
  43. 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. 44. @jonoalderson Things have changed.
  45. 45. @jonoalderson “We’ll just spend more on paid ads!”
  46. 46. @jonoalderson Facebook? Amazon? Tumblr? TikTok?
  47. 47. @jonoalderson Let’s zoom out
  48. 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. 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. 50. @jonoalderson Now you can focus more on trust and fit
  51. 51. @jonoalderson Is Google evil?
  52. 52. @jonoalderson Video
  53. 53. @jonoalderson So, what happens when everybody’s website is fixed?
  54. 54. @jonoalderson You no longer control the narrative
  55. 55. @jonoalderson You have to compete on true fit
  56. 56. @jonoalderson And, what do we do?
  57. 57. @jonoalderson Try to bypass Google?
  58. 58. @jonoalderson Start building a content solution strategy?
  59. 59. @jonoalderson Stop relying on traffic?
  60. 60. @jonoalderson Embrace change as a strategy?
  61. 61. @jonoalderson Accept the new?
  62. 62. @jonoalderson Bet on WordPress Google?
  63. 63. @jonoalderson Join us?
  64. 64. @jonoalderson ...Or just spend more on paid ads.
  65. 65. @jonoalderson Thanks!

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