For many of us, a big part of our job is essentially to fix or improve things. We seek out marginal, incremental gains to make our platforms, brands and performance 'good enough', or at least, 'less bad than our competitors'. What happens when all of this is no longer necessary? When everybody's website, app or software is perfect? Few of our brands are equipped to compete - or even to survive - in this new world. We need a radically different way of thinking, and for many, it may already be too late.

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
Maybe you’re
doing it wrong

19. @jonoalderson
Your website
is friction

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

21. @jonoalderson
But not quite yet...

22. @jonoalderson

23. @jonoalderson
Structured data is
the next war

24. @jonoalderson
Because of voice search
personal assistants

25. @jonoalderson
The answer is
Schema.org

26. @jonoalderson
Can your platform
feed their platform?

27. @jonoalderson
Tomorrow gets harder

28. @jonoalderson
Broad, successful adoption
requires standardisation

29. @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
“

30. @jonoalderson
Google & WordPress <3

31. @jonoalderson
Content Experience
Content Discovery
John Mu
CMS / Developer Relations
Gary IllyesAlberto Medina

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

33. @jonoalderson
Gutenberg blocks =
structured content

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

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

36. @jonoalderson
So they’re obsessed
with speed

37. @jonoalderson
AMP

38. @jonoalderson
Your website the web as SaaS

39. @jonoalderson
07
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google
04
05
01
02
03
06
Influences ~70% of purchases

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

41. @jonoalderson
07
PWA App-like & offline capabilities
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google
04
05
01
02
03
06
Influences ~70% of purchases

42. @jonoalderson
Site Kit

43. @jonoalderson
07
Site Kit Reporting, analytics & insight
PWA App-like & offline capabilities
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
Gutenberg + schema Inherently structured content
Google
04
05
01
02
03
06
Influences ~70% of purchases

44. @jonoalderson
Things have changed.

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

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

47. @jonoalderson
Let’s zoom out

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

49. @jonoalderson
Site Kit Reporting, analytics & insight
PWA App-like & offline capabilities
AMP Performance & reduced dev cost
Unfair platform advantageWordPress
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

50. @jonoalderson
Now you can focus
more on trust and fit

51. @jonoalderson
Is Google evil?

52. @jonoalderson
Video

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

54. @jonoalderson
You no longer
control the narrative

55. @jonoalderson
You have to
compete on true fit

56. @jonoalderson
And, what
do we do?

57. @jonoalderson
Try to bypass Google?

58. @jonoalderson
Start building a content
solution strategy?

59. @jonoalderson
Stop relying
on traffic?

60. @jonoalderson
Embrace change
as a strategy?

61. @jonoalderson
Accept the new?

62. @jonoalderson
Bet on WordPress Google?

63. @jonoalderson
Join us?

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

65. @jonoalderson
Thanks!