What happens when everybody's website is fixed?

by Jono Alderson

Slide 1

Slide 1 text

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

Slide 2

Slide 2 text

@jonoalderson The world is changing

Slide 3

Slide 3 text

@jonoalderson But our businesses aren’t changing

Slide 4

Slide 4 text

@jonoalderson Today, consumers live in an information scarce world

Slide 5

Slide 5 text

@jonoalderson So organizations build brands

Slide 6

Slide 6 text

@jonoalderson Brands become a proxy for information trust

Slide 7

Slide 7 text

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

Slide 8

Slide 8 text

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

Slide 9

Slide 9 text

@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]

Slide 10

Slide 10 text

@jonoalderson Quality is becoming quantiﬁable

Slide 11

Slide 11 text

@jonoalderson You have to be a good ﬁt

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

@jonoalderson Google is becoming the platform

Slide 14

Slide 14 text

@jonoalderson Rich experiences are the future

Slide 15

Slide 15 text

@jonoalderson Zero-click search results

Slide 16

Slide 16 text

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

Slide 17

Slide 17 text

@jonoalderson

Slide 18

Slide 18 text

@jonoalderson

Slide 19

Slide 19 text

@jonoalderson Maybe you’re doing it wrong

Slide 20

Slide 20 text

@jonoalderson Your website is friction

Slide 21

Slide 21 text

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

Slide 22

Slide 22 text

@jonoalderson But not quite yet...

Slide 23

Slide 23 text

@jonoalderson

Slide 24

Slide 24 text

@jonoalderson Structured data is the next war

Slide 25

Slide 25 text

@jonoalderson Because of voice search personal assistants

Slide 26

Slide 26 text

@jonoalderson The answer is Schema.org

Slide 27

Slide 27 text

@jonoalderson Can your platform feed their platform?

Slide 28

Slide 28 text

@jonoalderson Tomorrow gets harder

Slide 29

Slide 29 text

@jonoalderson Broad, successful adoption requires standardisation

Slide 30

Slide 30 text

@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 “ ”

Slide 31

Slide 31 text

@jonoalderson Google & WordPress <3

Slide 32

Slide 32 text

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

Slide 33

Slide 33 text

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

Slide 34

Slide 34 text

@jonoalderson Gutenberg blocks = structured content

Slide 35

Slide 35 text

@jonoalderson Blocks = structure

Slide 36

Slide 36 text

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

Slide 37

Slide 37 text

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

Slide 38

Slide 38 text

@jonoalderson So they’re obsessed with speed

Slide 39

Slide 39 text

@jonoalderson

Slide 40

Slide 40 text

@jonoalderson AMP

Slide 41

Slide 41 text

@jonoalderson Your website the web as SaaS

Slide 42

Slide 42 text

@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

Slide 43

Slide 43 text

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

Slide 44

Slide 44 text

@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

Slide 45

Slide 45 text

@jonoalderson Site Kit

Slide 46

Slide 46 text

@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

Slide 47

Slide 47 text

@jonoalderson Things have changed.

Slide 48

Slide 48 text

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

Slide 49

Slide 49 text

@jonoalderson Facebook? Amazon? Tumblr? TikTok?

Slide 50

Slide 50 text

@jonoalderson Let’s zoom out

Slide 51

Slide 51 text

@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

Slide 52

Slide 52 text

@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

Slide 53

Slide 53 text

@jonoalderson Now you can focus more on trust and ﬁt

Slide 54

Slide 54 text

@jonoalderson Is Google evil?

Slide 55

Slide 55 text

@jonoalderson Video

Slide 56

Slide 56 text

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

Slide 57

Slide 57 text

@jonoalderson Maybe everything’s ﬁne your business fails

Slide 58

Slide 58 text

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

Slide 59

Slide 59 text

@jonoalderson You no longer control the narrative

Slide 60

Slide 60 text

@jonoalderson You have to compete on true ﬁt

Slide 61

Slide 61 text

@jonoalderson Are you trustworthy?

Slide 62

Slide 62 text

@jonoalderson Can you embrace transparency?

Slide 63

Slide 63 text

@jonoalderson And, what do we do?

Slide 64

Slide 64 text

@jonoalderson Try to bypass Google?

Slide 65

Slide 65 text

@jonoalderson Just be a data source?

Slide 66

Slide 66 text

@jonoalderson Start building a content solution strategy?

Slide 67

Slide 67 text

@jonoalderson Stop relying on traﬀic?

Slide 68

Slide 68 text

@jonoalderson Stop relying on tactics?

Slide 69

Slide 69 text

@jonoalderson Embrace change as a strategy?

Slide 70

Slide 70 text

@jonoalderson Embrace the new?

Slide 71

Slide 71 text

@jonoalderson Blame yourselves?

Slide 72

Slide 72 text

@jonoalderson Bet on WordPress Google?

Slide 73

Slide 73 text

@jonoalderson Join us?

Slide 74

Slide 74 text

@jonoalderson

Slide 75

Slide 75 text

@jonoalderson

Slide 76

Slide 76 text

@jonoalderson

Slide 77

Slide 77 text

@jonoalderson

Slide 78

Slide 78 text

@jonoalderson Join me?

Slide 79

Slide 79 text

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

Slide 80

Slide 80 text

@jonoalderson Thanks!