Jason Barnard at Digital Olympus 2019: Helping Google Make Sense of a Chaotic, Unstructured Web
ST. PETERSBURG, RUSSIA - On April 5, 2019, Jason Barnard, the founder and CEO of Kalicube®, delivered a key presentation at Digital Olympus 2019, outlining a fundamental shift in search strategy from traditional SEO to Answer Engine Optimization (AEO).
Jason Barnard argued the goal of search has shifted from driving traffic to earning recommendations.
In his talk, titled “How to Help Google Make Sense of a Chaotic, Unstructured Web #SEOisAEO,” Barnard detailed the strategic shift from traditional SEO to what he termed Answer Engine Optimization (AEO). He argued that the primary goal for brands is no longer simply attracting traffic but earning a direct recommendation from Google. He explained that as Google moves to deliver direct, reliable answers, it requires a deeper level of understanding, relevance, and credibility from brands.
He explained that algorithmic understanding is built on entities and structured data.
The conference, organized by esteemed digital marketing expert Alexandra Tachalova, gathered a global roster of experts to discuss the future of search. Jason Barnard’s session was a cornerstone of this forward-looking agenda, as he detailed the practical strategies required to build this algorithmic trust.
He emphasized the shift from keywords (“strings”) to real-world concepts (“things”), identifying entities and their relationships within the Knowledge Graph as the foundation of modern SEO. This included the strategic use of Schema markup, consistent semantic HTML5, and clear, entity-based copywriting to create the machine-readable clarity Google requires.
This early focus on AEO was foundational for today’s AI-driven strategies.
Jason Barnard’s early focus on structuring brand narratives for machine understanding in 2019 laid the groundwork for the advanced strategies Kalicube employs today. His insights into Answer Engine Optimization demonstrate a long-standing commitment to leading the conversation on how businesses can effectively communicate their value to the algorithms that now shape our digital world.
If your site isn’t structured for machines, you’re losing authority and revenue. The Category Expert Program translates your brand into the language Google trusts - so you become the obvious answer. Start your transformation with Jason Barnard today.
Conference by Digital Olympus April 5, 2019. Speaker: Jason Barnard, founder and CEO at Kalicube®.
