@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!”
@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
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WordPress Unfair platform advantage
Google
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Influences ~70% of purchases
@jonoalderson
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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
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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?