This document summarizes Joost de Valk's presentation on SEO and building brands online in 2020. Some of the main points discussed include: - Google's search engine dominates online discovery and influences 70% of purchases. Quality content that is a good fit for audiences is important. - Structured data through schemas is crucial for voice assistants and personalization. WordPress makes this easier through blocks and inherent structuring. - Sites need to have great performance, accessibility, and work across devices through progressive web apps. - Analytics tools like Site Kit help understand user behavior and make improvements. - Yoast integrations help with search engine optimization, content optimization, and reporting.

1. BRAND BREAKOUT

2. SEO & building a
brand online in
2020
Founder & Chief Product Officer
Yoast
Joost de Valk
BRAND BREAKOUT

3. Joost de Valk
Founder & Chief Product
Officer
Yoast

4. The web is
changing
the world

5. But our
businesses
aren’t
changing

6. Today,
consumers
live in an
information
scarce world

7. So
organisations
build brands

8. Brands
become a
proxy for
information
trust

9. Imagine if
you didn’t
need to rely
on trust

10. Google’s race
towards
omniscience
is changing
the web

11. “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

12. Quality is
becoming
quantifiable

13. You have to
be a good fit

14. Google’s rich
experiences
are the
future

15. 49.76%
40.42%
5.98%
3.83%
Zero-click searches
Organic clicks to rest of the web
Clicks to Google-owned sites
Paid clicks to the rest of the web
Where
Google’s
Searchers
Click
(Q2 2019)
Data from 140M+ browser-
based searches on millions of
mobile and desktop devices in
the United States

16. Maybe
you’re doing
it wrong

17. Your website
is friction

18. 07
04
05
01
02
03
06
Google Influences ~70% of purchasesBe a good fit for your audience
You need a
new
marketing
stack

20. Structured
data is
the next
challenge

21. Because of
voice search
personal
assistants

22. The answer
is
Schema.org

23. Can your
platform
feed their
platform?

24. Broad,
successful
adoption
requires
standardization

25. Google &
WordPress
<3

26. Content Experience
John Mu
Content DiscoveryCMS / Developer Relations
Gary IllyesAlberto Medina

27. 07
04
05
01
02
03
06
Google Influences ~70% of purchasesBe a good fit for your audience
WordPress + friends Platform advantageHave a perfect platform

28. Block editor

29. Block editor

30. 07
04
05
01
02
03
06
Google Influences ~70% of purchasesBe a good fit for your audience
WordPress + friends Platform advantageHave a perfect platform
Expose your solutions Inherently structured contentBlock editor + schema

31. The web is
slow, messy
and
expensive to
crawl

32. So they’re
obsessed
with speed

33. 07
04
05
01
02
03
06
Google Influences ~70% of purchasesBe a good fit for your audience
WordPress + friends Platform advantageHave a perfect platform
Expose your solutions Inherently structured contentBlock editor + schema
Performance Great UXBe instantaneous

34. PWAs

35. Accessibility

36. 07
04
05
01
02
03
06
Google Influences ~70% of purchasesBe a good fit for your audience
WordPress + friends Platform advantageHave a perfect platform
Expose your solutions Inherently structured contentBlock editor + schema
Performance Great UXBe instantaneous
PWA & Accessibility App-like, on & offline, works for everyoneBe everywhere

37. Site kit

38. 07
04
05
01
02
03
06
Google Influences ~70% of purchasesBe a good fit for your audience
WordPress + friends Platform advantageHave a perfect platform
Expose your solutions Inherently structured contentBlock editor + schema
Performance Great UXBe instantaneous
PWA & Accessibility App-like, on & offline, works for everyoneBe everywhere
Site Kit Reporting, analytics & insightUnderstand

39. Facebook?
Amazon?
Tumblr?
TikTok?

40. Let’s zoom
out

41. 07
04
05
01
02
03
06
Google Influences ~70% of purchasesBe a good fit for your audience
WordPress + friends Platform advantageHave a perfect platform
Expose your solutions Inherently structured contentBlock editor + schema
Performance Great UXBe instantaneous
PWA & Accessibility App-like, on & offline, works for everyoneBe everywhere
Site Kit Reporting, analytics & insightUnderstand

42. 07
04
05
01
02
03
06
Google Influences ~70% of purchasesBe a good fit for your audience
WordPress + friends Platform advantageHave a perfect platform
Expose your solutions Inherently structured contentBlock editor + schema
Performance Great UXBe instantaneous
PWA & Accessibility App-like, on & offline, works for everyoneBe everywhere
Site Kit Reporting, analytics & insightUnderstand
Yoast Integration, optimization

43. Thank You.
Founder & Chief Product Officer
Yoast
Joost de Valk