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.

Transcript

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!