Jono Alderson

Head of SEO , Yoast

Session: Marketing to Machines
10:30 - 11:00, May 18th 2022, Deep dive
 

As marketers and advertisers, we spend time and energy crafting our content, our ads, and our messaging. We try to convince people to believe our stories, prefer our brands, click our listings, engage, and convert. But people are only part of our audience. Increasingly, they’re not even the biggest part. Maybe they’re not even the most important part. Because to reach those people – to gain access to an audience and a market – we need to first convince systems, search engines and social sites that our brands and our content are a good fit. We need to market to machines.

Schema.org gives us access to a rich language for doing that, but barely anybody’s going beyond the basics. They’re chasing rich snippets and fancy search results, but missing the bigger picture. To access tomorrow’s markets, you’ll need to level up your structured data game. You’ll need to understand how to visualize connected data, build sophisticated entity graphs, and think like a search engine.

Biography

Jono Alderson is a digital strategist, marketing technologist and full-stack developer. He’s an expert in digital strategy, SEO, analytics, WordPress, web performance, structured data, marketing technology, conversion rate optimisation, growth, PHP, CSS and more. He’s worked with startups, agencies, and some of the world’s biggest brands to turbo-charge websites, implement growth strategies, prepare for the future, and win markets. He's currently Head of SEO at Yoast, where he shapes the SEO software that powers over 11 million websites.