To succeed in digital marketing, it is more important than ever to build a good online experience. For many companies, building these experiences and online brands to compete effectively is beyond budget. The future marketing stack is only a tiny part of the cost 10 years ago, and depends on the power of WordPress and its ecosystem. Joost de Valk is the founder and chief product officer of yoast. He explained what the marketing stack is and why it is so good for SEO. Everyone from Disney to regional bakeries can use these tools. The
Joost de Valk is the creator and chief product officer of slide yoast in the session video recording session, as follows: In order to better reach users, you must always work at the site speed, because the best way is to create a new marketing stack site faster, which optimizes the performance, competitiveness and user experience of the site, thus optimizing the way to cooperate with Google, not the search engine. Full text script [0:00:00.03] – Hello, my name is Joost. I am the founder and top product leader of yoast. The
[0:00:05.07] then we will talk with SEO about building online brands in 2020. [0:00:12.0] in the past few years, the web has been changing the world. [0:00:15.05] and in the past few months, the world has changed much faster to the web. [0:00:20.09] although I want to be in the room with you now, I can’t do it because of what is happening. So the web is really changing. [0:00:3002] we are doing things we haven’t done before on the Internet. [00:00:33.07]
Although many of them are good and scared, they also provide us with many new opportunities. [0:00:43.06] the problem is that our business has not changed much. [0:00:46.06] we still sell like a physical store. And we still do that a little bit. That’s the truth of our lives. [0:00:59.01] we are trying to do all these new things, but we still use the logic we know in the old world. [0:01:07.00] the logic of an ancient world with few competitors. The
[0:01:14.08] the problem is that today’s consumers still live in a world of lack of information. [0:01:20.05] people want to know what to buy, why to buy it, and what is the best. [0:01:28.07] and often they can’t access all the information. [0:01:32.06] I don’t know when I will buy the car. How much of it is marketing expenses, and how much of it is actually metal and production value. [0:01:44.04] therefore, organizations build brands, which are trusted agents. The
[0:01:51.00] they believe that we can do well and help to make such a decision. [0:01:57.05] I want my Coca Cola. I want certain types of cars, such as Volvo. Because I trust that brand and have a lot to do with that brand. [0:02:12.07] you have nothing else, so you compete with emotion. [0:02:20.02] but imagine a world that doesn’t need trust. [0:02:25.08] Google is moving towards omniscience. The
[0:02:27.08] they are trying to become a star computer, and other search engines are doing the same. [0:02:33.01] for example, Bing is trying to answer yes or no questions. Goog
We must work hard. [0:14:07.04] we have supported it for a long time now. [00:14:09.07] one of the core developers who spend half of their time working on word presscore does nothing except accessibility to word presscore. [0:14:18.01] everyone should be able to use your website. [0:14:21.07] if you build a website and perform operations such as conversion rate optimization, it will be easier for many people to use the website correctly by operating the basic accessibility. Therefore, it is meaningless not to modify it. That. [00:14:39.09] therefore, PWA is accessibility. It must be similar to online and offline applications and can be run anywhere. [0:14:49.05] then Google has another one on it. [0:14:51.07] this is the website suite. [0:14:52.09] there is a new official word press plug-in, and it is getting better and better. [0:14:56.05] really growing up crazily. It’s really growing fast [0:15:00.03] it also helps Google import all the information on your website into your website. [0:15:06.03] so you can easily view analytics, search console data, and all that Google has on the dashboard. [0:15:12.01] after executing the additional license, you can also import the information into the dashboard. [0:15:15.09] and use it together to improve the website within your own website. [0:15:22.06] that is, you don’t need to use 4 to 5 other tools for free to find all the information. [0:15:31.08] therefore, we have these layers. Of course, we can try and regenerate them in other ecosystems. [0:15:40.07] the problem is that each of them has a garden surrounded by walls, and they always compete against the ground. [0:15:47.04] if we sell our products on Amazon, we say that you have become too good. What happens next is that Amazon starts to build your products into the foundation of Amazon, and then sells them by itself. [0:16:02.00] to build brand creativity, we should build our own platforms and stores. [0:16:1.00] marketing on Facebook. I don’t mind your marketing on Facebook, but please take them to your website, upload them to the press release, and have your marketing platform. [0:16:23.02] to be honest, some of them are around for the time being. [0:16:27.00] other people have been around for a long time. New things will appear tomorrow, such as leaving Facebook in the dust. Then you will disappear. [0:16:44.00] let’s zoom in [0:16:46.00] we are at the bottom of the pyramid, accounting for more than 70% of the purchase volume. [0:16:54.03] then WordPress, which now has amazing platform advantages. [0:16:58.07] then there is the block editor that makes up the content and the mode operations that can be performed on it. [0:17:05.03] then, you need to operate on the performance and check whether the site is fast. This is a challenge that everyone faces anytime, anywhere. [00:17:13.07] then we work on PWA and accessibility to ensure that our website is accessible, application like, fast, and uses everything users need when they need it. [0:17:28.06] then the site kit that performs reporting and analysis. [0:17:32.0] then there is the top thing. I work in yoast
You will find that you are doing it. [0:17:39.01] we try to unite all this, but to be honest, you may have seen us from what I showed you. [0:17:44.05] because there are some blocks in the block editor. [0:17:46.09] we work with Google to improve WordPress. [0:17:50.06] we need to use an adhesive to hold it all together. [0:17:54.08] for example, there is an amp glue plug-in, which bundles the Google amp plug-in and the yoast SEO plug-in. [00:18:02.02] no longer required. This is because, in cooperation with Google, amp plug-ins and plug-ins must comply with the bits we bind together to work properly. [0:18:13.02] I think this is the best platform for free except the hosting I mentioned. [0:18:24.06] of course, you can purchase the advanced version of the plug-in and perform other operations, but you can also do so for free. [0:18:29.05] you can compete for zero. [0:18:32.07] this is what we want. [0:18:34.07] our task is to provide SEO for everyone. [0:18:38.01] we hope you can compete, which provides you with it. Good luck. Q&a session host John hessinger, WP engine[0:18:47.03] – following all these trends or considering applying these stacks is a combination of content and technology. [0:18:53.06] some organizations have special personnel or teams, such as SEO, but if not, how do people view the types of resources gathered to achieve these goals? Justedbach, Jost [0:19:08.01] – so we think about what we should do in many ways. Actually, that’s you and us. As the name suggests, it is a combination or hosting company of hosting companies and word press community, as shown in WP engine. And yoast seo tool [0:19:27.05] we try not to hinder all or most of the technical work. [0:19:31.02] so I don’t think technology needs too many people. [0:19:37.03] to be honest, in my ideal world, I don’t need a technical SEO leader. [0:19:42.06] and you just want to make your content better, how people use your content, what you can give it to them, and let them use it on the most useful issues. [0:19:59.07] that doesn’t mean we don’t need to know Google at all. [0:20:02.07] although we need to keep up with new trends, we need to know how to create content or create better content and apply these trends. Host -john hessinger, WP engine[0:20:14.04]- yes. I understand. Let’s look at a few different issues here. [0:20:19.03] if you are an information business and you want to get a reply on the page without clicking on Google, will importing your information help you? Justedbach, Jost [0:20:27.07] – well, it depends on what you call information commerce. [0:20:33.01] if it doesn’t have any value for people who see your brand combined with your brand and search results, it must be bad for you. [0:20:46.04] but the next question is, why were you there in the first place
. What is your added value? [0:20:53.00] if your value is to bring information from a to B, you are basically doing what Google does, and Google will eat you alive. Moderator -john hessinger, WP engine[0:21:04.06] – strong comment, yes. Oh, that’s good, but there are a lot of topics on summit this year. [0:21:14.03] what do you think if you can’t guess that SEO and yoast plug-ins are running on headorder press? [0:21:22.06] – in fact, we call it indexable 14. Completed the large-scale release of yoast SEO. [0:21:30.04] rebuilt many parts of our work and built a complete rest API endpoint. [00:21:39.04] therefore, by default, if a rest API request is made to the core word press rest API, the metadata blob of a specific page specially generated for the page will be obtained. [0:21:51.00] so don’t think too much. [0:21:53.09] just merge [0:21:55.03] we are cooperating on how to integrate with fronty’s team. [0:22:01.04] looks good. Therefore, we will use the latest version of yoast SEO to determine what the rest API can get, and use this information when executing requests. If there are function requests, we will listen. Moderator -john hessinger, WP engine[0:22:16.05] – next question. People must want to talk to you. [0:22:21.08] Google will lighthouse 6. How do yoast and WordPress respond to changes published by o? Just debalk, yost[0:22:28.02]- so Google announced next year that it called it the page experience element as the ranking element. [0:22:38.01] frankly, all the changes released by Google in the past 10 years have not changed the suggestions we provide for people about website optimization methods. Reasons for Google optimization results [0:23:02.07] evaluate what a good user experience is getting better and better. [0:23:07.04] so they are introducing new elements. They said, \
Also consider the components of the wine. Well, I think it’s time. [0:24:21.04] especially in this late evening, thank Joost again for being with us. [0:24:3.00] thanks to all the attendees, thanks for all the questions, and enjoy the rest of the summit. [00:24:37.07]
