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@jonoalderson
What happens when
everybody's website is fixed?
@jonoalderson
The world is changing
@jonoalderson
But our businesses
aren’t changing
@jonoalderson
Today, consumers live in an
information scarce world
@jonoalderson
So organizations
build brands
@jonoalderson
Brands become a proxy
for information trust
@jonoalderson
Imagine if you didn’t
need to rely on trust
@jonoalderson
Google’s race towards
omniscience is changing the
web
@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]
@jonoalderson
Quality is becoming
quantifiable
@jonoalderson
You have to
be a good fit
@jonoalderson
“We’ll just spend
more on paid ads!”
@jonoalderson
Google is becoming
the platform
@jonoalderson
Rich experiences
are the future
@jonoalderson
Zero-click
search results
@jonoalderson
https://ahrefs.com/blog/featured-snippets-study/
@jonoalderson
@jonoalderson
Maybe you’re
doing it wrong
@jonoalderson
Your website
is friction
@jonoalderson
07
04
05
01
02
03
Google
06
Influences ~70% of purchases
@jonoalderson
But not quite yet...
@jonoalderson
@jonoalderson
Structured data is
the next war
@jonoalderson
Because of voice search
personal assistants
@jonoalderson
The answer is
Schema.org
@jonoalderson
Can your platform
feed their platform?
@jonoalderson
Tomorrow gets harder
@jonoalderson
Broad, successful adoption
requires standardisation
@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
“
@jonoalderson
Google & WordPress <3
@jonoalderson
Content Experience
Content Discovery
John Mu
CMS / Developer Relations
Gary IllyesAlberto Medina
@jonoalderson
07
WordPress Unfair platform advantage
Google
04
05
01
02
03
06
Influences ~70% of purchases
@jonoalderson
Gutenberg blocks =
structured content
@jonoalderson
07
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google Influences ~70% of audience
04
05
01
02
03
06
@jonoalderson
But the web is slow, messy
and expensive to crawl
@jonoalderson
So they’re obsessed
with speed
@jonoalderson
AMP
@jonoalderson
Your website the web as SaaS
@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
@jonoalderson
PWAs
workingmouse.com.au/app-development/progressive-web-apps-are-the-next-big-thing
PWAs
@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
@jonoalderson
Site Kit
@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
@jonoalderson
Things have changed.
@jonoalderson
“We’ll just spend
more on paid ads!”
@jonoalderson
Facebook? Amazon?
Tumblr? TikTok?
@jonoalderson
Let’s zoom out
@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
@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
@jonoalderson
Now you can focus
more on trust and fit
@jonoalderson
Is Google evil?
@jonoalderson
Video
@jonoalderson
So, what happens when
everybody’s website is fixed?
@jonoalderson
You no longer
control the narrative
@jonoalderson
You have to
compete on true fit
@jonoalderson
And, what
do we do?
@jonoalderson
Try to bypass Google?
@jonoalderson
Start building a content
solution strategy?
@jonoalderson
Stop relying
on traffic?
@jonoalderson
Embrace change
as a strategy?
@jonoalderson
Accept the new?
@jonoalderson
Bet on WordPress Google?
@jonoalderson
Join us?
@jonoalderson
...Or just spend
more on paid ads.
@jonoalderson
Thanks!

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