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@jonoalderson What happens when everybody's website is fixed?

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@jonoalderson The world is changing

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@jonoalderson But our businesses aren’t changing

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@jonoalderson Today, consumers live in an information scarce world

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@jonoalderson So organizations build brands

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@jonoalderson Brands become a proxy for information trust

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@jonoalderson Imagine if you didn’t need to rely on trust

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@jonoalderson Google’s race towards omniscience is changing the web

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@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]

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@jonoalderson Quality is becoming quantifiable

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@jonoalderson You have to be a good fit

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

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@jonoalderson Google is becoming the platform

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@jonoalderson Rich experiences are the future

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@jonoalderson Zero-click search results

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@jonoalderson https://ahrefs.com/blog/featured-snippets-study/

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@jonoalderson

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@jonoalderson

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@jonoalderson Maybe you’re doing it wrong

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@jonoalderson Your website is friction

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@jonoalderson 07 04 05 01 02 03 Google 06 Influences ~70% of purchases

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@jonoalderson But not quite yet...

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@jonoalderson

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@jonoalderson Structured data is the next war

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@jonoalderson Because of voice search personal assistants

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@jonoalderson The answer is Schema.org

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@jonoalderson Can your platform feed their platform?

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@jonoalderson Tomorrow gets harder

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@jonoalderson Broad, successful adoption requires standardisation

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@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 “ ”

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@jonoalderson Google & WordPress <3

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@jonoalderson Content Experience Content Discovery John Mu CMS / Developer Relations Gary Illyes Alberto Medina

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@jonoalderson 07 WordPress Unfair platform advantage Google 04 05 01 02 03 06 Influences ~70% of purchases

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@jonoalderson Gutenberg blocks = structured content

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@jonoalderson Blocks = structure

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@jonoalderson 07 Unfair platform advantage WordPress Gutenberg + schema Inherently structured content Google Influences ~70% of audience 04 05 01 02 03 06

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@jonoalderson But the web is slow, messy and expensive to crawl

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@jonoalderson So they’re obsessed with speed

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@jonoalderson

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@jonoalderson AMP

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@jonoalderson Your website the web as SaaS

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@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

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@jonoalderson PWAs workingmouse.com.au/app-development/progressive-web-apps-are-the-next-big-thing PWAs

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@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

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@jonoalderson Site Kit

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@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

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@jonoalderson Things have changed.

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

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@jonoalderson Facebook? Amazon? Tumblr? TikTok?

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@jonoalderson Let’s zoom out

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@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

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@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

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@jonoalderson Now you can focus more on trust and fit

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@jonoalderson Is Google evil?

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@jonoalderson Video

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

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@jonoalderson Maybe everything’s fine your business fails

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

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@jonoalderson You no longer control the narrative

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@jonoalderson You have to compete on true fit

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@jonoalderson Are you trustworthy?

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@jonoalderson Can you embrace transparency?

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@jonoalderson And, what do we do?

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@jonoalderson Try to bypass Google?

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@jonoalderson Just be a data source?

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@jonoalderson Start building a content solution strategy?

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@jonoalderson Stop relying on traffic?

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@jonoalderson Stop relying on tactics?

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@jonoalderson Embrace change as a strategy?

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@jonoalderson Embrace the new?

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@jonoalderson Blame yourselves?

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@jonoalderson Bet on WordPress Google?

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@jonoalderson Join us?

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@jonoalderson

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@jonoalderson

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@jonoalderson

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@jonoalderson

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@jonoalderson Join me?

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

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@jonoalderson Thanks!