The way that we consume information on the web is changing. Gartner and Comscore have famously predicted that by 2020 "30% of web browsing sessions will be done without a screen” and that "half of all searches will be voice searches."

In June of 2019, Rand Fishkin reported that "for the first time, a majority of all browser-based searches on Google.com resulted in zero-clicks.” This is likely at least in part because searchers have found the answers they seek right on the search results page.

And yet: We continue to hold on to the metaphor of the content we publish as “pages,” destined to be found and read as delivered by patient, attentive online readers.

The remedy for this comical mismatch has been with us for years, and, thanks to recent surges in voice and smart agent technologies, we content strategists are finally set up to advocate structured content approaches to publishing content. In this talk, we will:

• explore the structured content alternative to “publishing pages”
• identify the ways that structured content sets us up to design and build faster, more findable, and more accessible digital properties
• review examples from government and healthcare of the advantages of structured content approach (and the pitfalls of clinging to pages) on the Web of the 2020’s