With the SERP increasingly offering solutions to queries, we are facing world where websites are increasingly less important (as it were). Jono talks extensively about on-SERP SEO, a great continuation of Rand Fishkin's approach last week - communicating across channels, all along the user journey. Jono quote : SEO is the puppeteering of all the channels. Jono quote : Not a volume game any more, it's a right-fit and quality game. Jono quote : Market to everybody and bring them gracefully down the tunnel Plus we talk about Wordpress, Jono tells me the interview was a Treat (great phrase !)...  and right at the end, we discover that SEOisAEO rhymes with Jono !