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What happens when everybody's website is fixed?

What happens when everybody's website is fixed?

Imagine a world where brands compete not on how big their marketing budgets are, or how many developers they employ, or how clever their website is. A world where brands compete on a level playing field, based on their virtues, and on how good a fit their product is for me, here, now.

Which brands would survive? Which ones fail? How would you stack those odds? What would we do as marketers? As brand owners? As investors? As users?
Well. This may not be as far-fetched a utopia - or dystopia - as you may think. I think we need to start asking these - and other - questions now.

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Jono Alderson

April 15, 2022
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  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

  19. @jonoalderson Maybe you’re doing it wrong

  20. @jonoalderson Your website is friction

  21. @jonoalderson 07 04 05 01 02 03 Google 06 Influences

    ~70% of purchases
  22. @jonoalderson But not quite yet...

  23. @jonoalderson

  24. @jonoalderson Structured data is the next war

  25. @jonoalderson Because of voice search personal assistants

  26. @jonoalderson The answer is Schema.org

  27. @jonoalderson Can your platform feed their platform?

  28. @jonoalderson Tomorrow gets harder

  29. @jonoalderson Broad, successful adoption requires standardisation

  30. @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 “ ”
  31. @jonoalderson Google & WordPress <3

  32. @jonoalderson Content Experience Content Discovery John Mu CMS / Developer

    Relations Gary Illyes Alberto Medina
  33. @jonoalderson 07 WordPress Unfair platform advantage Google 04 05 01

    02 03 06 Influences ~70% of purchases
  34. @jonoalderson Gutenberg blocks = structured content

  35. @jonoalderson Blocks = structure

  36. @jonoalderson 07 Unfair platform advantage WordPress Gutenberg + schema Inherently

    structured content Google Influences ~70% of audience 04 05 01 02 03 06
  37. @jonoalderson But the web is slow, messy and expensive to

    crawl
  38. @jonoalderson So they’re obsessed with speed

  39. @jonoalderson

  40. @jonoalderson AMP

  41. @jonoalderson Your website the web as SaaS

  42. @jonoalderson 07 AMP Performance & reduced dev cost Unfair platform

    advantage WordPress Gutenberg + schema Inherently structured content Google 04 05 01 02 03 06 Influences ~70% of purchases
  43. @jonoalderson PWAs workingmouse.com.au/app-development/progressive-web-apps-are-the-next-big-thing PWAs

  44. @jonoalderson 07 PWA App-like & offline capabilities AMP Performance &

    reduced dev cost Unfair platform advantage WordPress Gutenberg + schema Inherently structured content Google 04 05 01 02 03 06 Influences ~70% of purchases
  45. @jonoalderson Site Kit

  46. @jonoalderson 07 Site Kit Reporting, analytics & insight PWA App-like

    & offline capabilities AMP Performance & reduced dev cost Unfair platform advantage WordPress Gutenberg + schema Inherently structured content Google 04 05 01 02 03 06 Influences ~70% of purchases
  47. @jonoalderson Things have changed.

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

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

  50. @jonoalderson Let’s zoom out

  51. @jonoalderson Site Kit Reporting, analytics & insight PWA App-like &

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

    offline capabilities AMP Performance & reduced dev cost Unfair platform advantage WordPress 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
  53. @jonoalderson Now you can focus more on trust and fit

  54. @jonoalderson Is Google evil?

  55. @jonoalderson Video

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

  57. @jonoalderson Maybe everything’s fine your business fails

  58. @jonoalderson Who, and what, is your website for?

  59. @jonoalderson You no longer control the narrative

  60. @jonoalderson You have to compete on true fit

  61. @jonoalderson Are you trustworthy?

  62. @jonoalderson Can you embrace transparency?

  63. @jonoalderson And, what do we do?

  64. @jonoalderson Try to bypass Google?

  65. @jonoalderson Just be a data source?

  66. @jonoalderson Start building a content solution strategy?

  67. @jonoalderson Stop relying on traffic?

  68. @jonoalderson Stop relying on tactics?

  69. @jonoalderson Embrace change as a strategy?

  70. @jonoalderson Embrace the new?

  71. @jonoalderson Blame yourselves?

  72. @jonoalderson Bet on WordPress Google?

  73. @jonoalderson Join us?

  74. @jonoalderson

  75. @jonoalderson

  76. @jonoalderson

  77. @jonoalderson

  78. @jonoalderson Join me?

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

  80. @jonoalderson Thanks!