Jono Alderson
@jono.id
Award-winning technical SEO consultant.
I help brands to compete on technical SEO, performance, and structured data.
https://www.jonoalderson.com
I help brands to compete on technical SEO, performance, and structured data.
https://www.jonoalderson.com
The web you’re optimising for doesn’t exist anymore.
Most of what you publish will never make it to the surface - it’ll be scraped, compressed, and digested by machines that don’t see pages, only patterns.
I wrote about what this means for marketing.
www.jonoalderson.com/conjecture/o...
Most of what you publish will never make it to the surface - it’ll be scraped, compressed, and digested by machines that don’t see pages, only patterns.
I wrote about what this means for marketing.
www.jonoalderson.com/conjecture/o...
Optimising for the surfaceless web
The web we built had surfaces. We could design them, decorate them, and fight for space upon them. That web is gone. There are no more surfaces - only systems.
www.jonoalderson.com
October 30, 2025 at 6:22 PM
The web you’re optimising for doesn’t exist anymore.
Most of what you publish will never make it to the surface - it’ll be scraped, compressed, and digested by machines that don’t see pages, only patterns.
I wrote about what this means for marketing.
www.jonoalderson.com/conjecture/o...
Most of what you publish will never make it to the surface - it’ll be scraped, compressed, and digested by machines that don’t see pages, only patterns.
I wrote about what this means for marketing.
www.jonoalderson.com/conjecture/o...
A plumber drove past me with a Hotmail address on the side of his van.
For years, that would’ve been a red flag.
Now, in an age of AI-generated everything, it might be the most trustworthy thing I’ve seen all month.
www.jonoalderson.com/conjecture/t...
For years, that would’ve been a red flag.
Now, in an age of AI-generated everything, it might be the most trustworthy thing I’ve seen all month.
www.jonoalderson.com/conjecture/t...
The Hotmail effect
Once, a Hotmail address meant you didn’t know what you were doing. Now, it might mean you’re the only real thing left.
www.jonoalderson.com
October 25, 2025 at 1:34 PM
A plumber drove past me with a Hotmail address on the side of his van.
For years, that would’ve been a red flag.
Now, in an age of AI-generated everything, it might be the most trustworthy thing I’ve seen all month.
www.jonoalderson.com/conjecture/t...
For years, that would’ve been a red flag.
Now, in an age of AI-generated everything, it might be the most trustworthy thing I’ve seen all month.
www.jonoalderson.com/conjecture/t...
Reposted by Jono Alderson
Find someone who doesn't know your business. Show them your homepage for exactly 5 seconds. Then ask:
"What does this company do?"
"Who do they do it for?"
If they hesitate, get it wrong, or give vague answers, you've found your problem. And it's costing you rankings, traffic, and customers.
"What does this company do?"
"Who do they do it for?"
If they hesitate, get it wrong, or give vague answers, you've found your problem. And it's costing you rankings, traffic, and customers.
October 22, 2025 at 2:06 PM
Find someone who doesn't know your business. Show them your homepage for exactly 5 seconds. Then ask:
"What does this company do?"
"Who do they do it for?"
If they hesitate, get it wrong, or give vague answers, you've found your problem. And it's costing you rankings, traffic, and customers.
"What does this company do?"
"Who do they do it for?"
If they hesitate, get it wrong, or give vague answers, you've found your problem. And it's costing you rankings, traffic, and customers.
Reposted by Jono Alderson
With View Transitions now being Baseline Newly available, and the View Transition API consisting of various features, it can be confusing to know what is supported in which browser versions.
To help with that, I created this VT Feature Explorer (powered by View Transitions)
web.dev/blog/same-do...
To help with that, I created this VT Feature Explorer (powered by View Transitions)
web.dev/blog/same-do...
October 16, 2025 at 6:38 PM
With View Transitions now being Baseline Newly available, and the View Transition API consisting of various features, it can be confusing to know what is supported in which browser versions.
To help with that, I created this VT Feature Explorer (powered by View Transitions)
web.dev/blog/same-do...
To help with that, I created this VT Feature Explorer (powered by View Transitions)
web.dev/blog/same-do...
Reposted by Jono Alderson
The web might change overnight. Are you ready?
On PodRocket, @jono.id makes the case for hedging our bets... not by chasing trends, but by doubling down on the fundamentals.
YT: buff.ly/xE4udjk
Apple: buff.ly/azaJQ9g
Spotify: buff.ly/YgpSFz4
On PodRocket, @jono.id makes the case for hedging our bets... not by chasing trends, but by doubling down on the fundamentals.
YT: buff.ly/xE4udjk
Apple: buff.ly/azaJQ9g
Spotify: buff.ly/YgpSFz4
October 9, 2025 at 3:33 PM
The web might change overnight. Are you ready?
On PodRocket, @jono.id makes the case for hedging our bets... not by chasing trends, but by doubling down on the fundamentals.
YT: buff.ly/xE4udjk
Apple: buff.ly/azaJQ9g
Spotify: buff.ly/YgpSFz4
On PodRocket, @jono.id makes the case for hedging our bets... not by chasing trends, but by doubling down on the fundamentals.
YT: buff.ly/xE4udjk
Apple: buff.ly/azaJQ9g
Spotify: buff.ly/YgpSFz4
I’ve been investigating dead websites for years.
Same symptoms every time - bloated code, missing structure, too many dependencies and not enough care.
It’s not murder. It’s neglect.
And it’s everywhere.
www.jonoalderson.com/misc/the-dea...
Same symptoms every time - bloated code, missing structure, too many dependencies and not enough care.
It’s not murder. It’s neglect.
And it’s everywhere.
www.jonoalderson.com/misc/the-dea...
The death of a website
The call came in after midnight. Another site down. Same pattern. Same rot. Somebody’s killing the web, and nobody’s talking.
www.jonoalderson.com
October 8, 2025 at 9:50 PM
I’ve been investigating dead websites for years.
Same symptoms every time - bloated code, missing structure, too many dependencies and not enough care.
It’s not murder. It’s neglect.
And it’s everywhere.
www.jonoalderson.com/misc/the-dea...
Same symptoms every time - bloated code, missing structure, too many dependencies and not enough care.
It’s not murder. It’s neglect.
And it’s everywhere.
www.jonoalderson.com/misc/the-dea...
Reposted by Jono Alderson
Introducing the React Foundation
October 7, 2025 at 5:33 PM
Introducing the React Foundation
Reposted by Jono Alderson
I mentioned before that we’re switching Lighthouse Performance audits to the new and improved Insights. The same Insights that you can see in DevTools Performance panel traces.
That’s happening in Lighthouse 13 due to be released very soon. Maybe even this week!
That’s happening in Lighthouse 13 due to be released very soon. Maybe even this week!
October 7, 2025 at 8:02 PM
I mentioned before that we’re switching Lighthouse Performance audits to the new and improved Insights. The same Insights that you can see in DevTools Performance panel traces.
That’s happening in Lighthouse 13 due to be released very soon. Maybe even this week!
That’s happening in Lighthouse 13 due to be released very soon. Maybe even this week!
Reposted by Jono Alderson
For some reason when people say 'potential audience' or 'ideal customer' I'm fine, but as soon as they say 'persona' I think they are being too cowardly to admit they enjoy astrology.
1. I am being unfair.
but also
2. I have never seen personas applied in a way that didn't leave me more confused.
1. I am being unfair.
but also
2. I have never seen personas applied in a way that didn't leave me more confused.
September 23, 2025 at 10:07 AM
For some reason when people say 'potential audience' or 'ideal customer' I'm fine, but as soon as they say 'persona' I think they are being too cowardly to admit they enjoy astrology.
1. I am being unfair.
but also
2. I have never seen personas applied in a way that didn't leave me more confused.
1. I am being unfair.
but also
2. I have never seen personas applied in a way that didn't leave me more confused.
Your brand isn’t what people say about you. It’s what machines remember about you. And they don’t forget.
Every slow page, broken checkout, and bad datapoint leaves a scar. Scars spread, harden, and make you invisible.
That’s the machine immune system at work.
www.jonoalderson.com/conjecture/m...
Every slow page, broken checkout, and bad datapoint leaves a scar. Scars spread, harden, and make you invisible.
That’s the machine immune system at work.
www.jonoalderson.com/conjecture/m...
Marketing against the machine immune system
The future of marketing isn’t storytelling. It’s engineering trust into the systems that machines depend on.
www.jonoalderson.com
September 24, 2025 at 3:36 PM
Your brand isn’t what people say about you. It’s what machines remember about you. And they don’t forget.
Every slow page, broken checkout, and bad datapoint leaves a scar. Scars spread, harden, and make you invisible.
That’s the machine immune system at work.
www.jonoalderson.com/conjecture/m...
Every slow page, broken checkout, and bad datapoint leaves a scar. Scars spread, harden, and make you invisible.
That’s the machine immune system at work.
www.jonoalderson.com/conjecture/m...
🚨 New tool: Impolighthouse
Not just “how fast is my site?”, but “why is it slow, and what does that say about our org?”
A deliberately impolite wrapper on top of Lighthouse, that calls out your organizational cruft, blockers & bad decisions.
www.jonoalderson.com/impolighthou...
Not just “how fast is my site?”, but “why is it slow, and what does that say about our org?”
A deliberately impolite wrapper on top of Lighthouse, that calls out your organizational cruft, blockers & bad decisions.
www.jonoalderson.com/impolighthou...
Impolighthouse
Get brutally honest performance feedback that actually tells you what's wrong and how to fix it.
www.jonoalderson.com
September 23, 2025 at 10:53 AM
🚨 New tool: Impolighthouse
Not just “how fast is my site?”, but “why is it slow, and what does that say about our org?”
A deliberately impolite wrapper on top of Lighthouse, that calls out your organizational cruft, blockers & bad decisions.
www.jonoalderson.com/impolighthou...
Not just “how fast is my site?”, but “why is it slow, and what does that say about our org?”
A deliberately impolite wrapper on top of Lighthouse, that calls out your organizational cruft, blockers & bad decisions.
www.jonoalderson.com/impolighthou...
The browser is striking back.
Bloated stacks, fragile abstractions, bad defaults - it’s all catching up with us.
I’ll dig into all of this at Web Directions Dev Summit, Nov 19–20 (Sydney + online).
💸 Codes: jonodevsummit25 / jonodevsummit25streaming
webdirections.org/dev-summit
Bloated stacks, fragile abstractions, bad defaults - it’s all catching up with us.
I’ll dig into all of this at Web Directions Dev Summit, Nov 19–20 (Sydney + online).
💸 Codes: jonodevsummit25 / jonodevsummit25streaming
webdirections.org/dev-summit
September 21, 2025 at 9:27 AM
The browser is striking back.
Bloated stacks, fragile abstractions, bad defaults - it’s all catching up with us.
I’ll dig into all of this at Web Directions Dev Summit, Nov 19–20 (Sydney + online).
💸 Codes: jonodevsummit25 / jonodevsummit25streaming
webdirections.org/dev-summit
Bloated stacks, fragile abstractions, bad defaults - it’s all catching up with us.
I’ll dig into all of this at Web Directions Dev Summit, Nov 19–20 (Sydney + online).
💸 Codes: jonodevsummit25 / jonodevsummit25streaming
webdirections.org/dev-summit
Reposted by Jono Alderson
1999 - Notepad
2001 - Frontpage
2003 - Notepad++
2005 - Dreamweaver
2008 - Sublime Text
2016 - VS Code
2025 - Cursor
What does your Web Development journey look like?
2001 - Frontpage
2003 - Notepad++
2005 - Dreamweaver
2008 - Sublime Text
2016 - VS Code
2025 - Cursor
What does your Web Development journey look like?
September 19, 2025 at 9:00 AM
1999 - Notepad
2001 - Frontpage
2003 - Notepad++
2005 - Dreamweaver
2008 - Sublime Text
2016 - VS Code
2025 - Cursor
What does your Web Development journey look like?
2001 - Frontpage
2003 - Notepad++
2005 - Dreamweaver
2008 - Sublime Text
2016 - VS Code
2025 - Cursor
What does your Web Development journey look like?
Reposted by Jono Alderson
September 18, 2025 at 7:30 AM
Reposted by Jono Alderson
Great post from @erwinhofman.bsky.social on webperf Interop proposals:
www.rumvision.com/blog/interop...
Upvote your favourite ones to let us know which are important to you!
www.rumvision.com/blog/interop...
Upvote your favourite ones to let us know which are important to you!
Interop 2026: Key APIs for sitespeed & RUM
Real User Monitoring
www.rumvision.com
September 18, 2025 at 9:29 AM
Great post from @erwinhofman.bsky.social on webperf Interop proposals:
www.rumvision.com/blog/interop...
Upvote your favourite ones to let us know which are important to you!
www.rumvision.com/blog/interop...
Upvote your favourite ones to let us know which are important to you!
Reposted by Jono Alderson
If I ever say "Playbook" non-ironically, you have permission to delete my social media.
September 18, 2025 at 9:24 AM
If I ever say "Playbook" non-ironically, you have permission to delete my social media.
Reposted by Jono Alderson
The Times appears to have interviewed an 'ex Buckingham Palace cleaner' who supposedly divulges royal stain removal secrets but doesn't seem to exist, is possibly AI, and probably placed by a PR agency to boost SEO for a tiling brand.
pressgazette.co.uk/news/royal-c...
pressgazette.co.uk/news/royal-c...
Royal cleaner stories removed by Times and Sun after authenticity questions
Stories featuring a ‘royal cleaner’ who claimed to have worked for the Royals have been withdrawn over questions about their authenticity.
pressgazette.co.uk
September 15, 2025 at 3:57 PM
The Times appears to have interviewed an 'ex Buckingham Palace cleaner' who supposedly divulges royal stain removal secrets but doesn't seem to exist, is possibly AI, and probably placed by a PR agency to boost SEO for a tiling brand.
pressgazette.co.uk/news/royal-c...
pressgazette.co.uk/news/royal-c...
Reposted by Jono Alderson
WebFlow has built in support for LLMs.txt lol
September 12, 2025 at 7:47 AM
WebFlow has built in support for LLMs.txt lol
Reposted by Jono Alderson
“The name is misleading. no-cache actually means “store this, but revalidate before reusing it.”
Finally finished @jono.id guide to caching, took me about a week 🤣
www.jonoalderson.com/performance/...
Finally finished @jono.id guide to caching, took me about a week 🤣
www.jonoalderson.com/performance/...
A complete guide to HTTP caching
Despite being so fundamental, caching is one of the most misunderstood aspects of web performance.
www.jonoalderson.com
September 11, 2025 at 9:59 PM
“The name is misleading. no-cache actually means “store this, but revalidate before reusing it.”
Finally finished @jono.id guide to caching, took me about a week 🤣
www.jonoalderson.com/performance/...
Finally finished @jono.id guide to caching, took me about a week 🤣
www.jonoalderson.com/performance/...
Reposted by Jono Alderson
It's sad that we've normalised SEO conferences - that claim to educate on best practices - being openly sponsored by parasitical link vendors.
That’s not just tone deaf; it’s disengenuous, hypocritical, and sells our classrooms those least interested in education and evolution.
That’s not just tone deaf; it’s disengenuous, hypocritical, and sells our classrooms those least interested in education and evolution.
September 4, 2025 at 11:00 AM
It's sad that we've normalised SEO conferences - that claim to educate on best practices - being openly sponsored by parasitical link vendors.
That’s not just tone deaf; it’s disengenuous, hypocritical, and sells our classrooms those least interested in education and evolution.
That’s not just tone deaf; it’s disengenuous, hypocritical, and sells our classrooms those least interested in education and evolution.
Most brand blogs are a waste of time.
Not because content doesn’t work - but because you’re doing it wrong.
Keyword sausage machines, “Admin” bylines, cautious filler…
It’s industrialised mediocrity, and it serves no purpose.
www.jonoalderson.com/conjecture/s...
Not because content doesn’t work - but because you’re doing it wrong.
Keyword sausage machines, “Admin” bylines, cautious filler…
It’s industrialised mediocrity, and it serves no purpose.
www.jonoalderson.com/conjecture/s...
If you want your blog to sell, stop selling
Stop trying to make every page a conversion engine. Accept that ads and content are different things. Be useful, be generous, be memorable.
www.jonoalderson.com
September 3, 2025 at 8:33 AM
Most brand blogs are a waste of time.
Not because content doesn’t work - but because you’re doing it wrong.
Keyword sausage machines, “Admin” bylines, cautious filler…
It’s industrialised mediocrity, and it serves no purpose.
www.jonoalderson.com/conjecture/s...
Not because content doesn’t work - but because you’re doing it wrong.
Keyword sausage machines, “Admin” bylines, cautious filler…
It’s industrialised mediocrity, and it serves no purpose.
www.jonoalderson.com/conjecture/s...
Reposted by Jono Alderson
How much do you know about JavaScript in the age of AI search? Do you know which LLM bots can render JS? Test your knowledge and be the first to get the 2025 JavaScript & Search Report: bit.ly/4m5jKj7
September 2, 2025 at 7:20 AM
How much do you know about JavaScript in the age of AI search? Do you know which LLM bots can render JS? Test your knowledge and be the first to get the 2025 JavaScript & Search Report: bit.ly/4m5jKj7
Reposted by Jono Alderson
all the best windows software in history is called something like "joe's thing doer". it does the thing and nothing else and is available on a html website in plain text and takes up under a megabyte of space and uses default windows ui elements and will work until the heat death of the universe
August 31, 2025 at 9:53 PM
all the best windows software in history is called something like "joe's thing doer". it does the thing and nothing else and is available on a html website in plain text and takes up under a megabyte of space and uses default windows ui elements and will work until the heat death of the universe
Reposted by Jono Alderson
Great post and it's been a pleasure helping @krzksz.bsky.social and @yoav.ws get this working on Shopify.
performance.shopify.com/blogs/blog/s...
performance.shopify.com/blogs/blog/s...
Speculation Rules at Shopify
We all love quick and snappy online shopping experiences. Fast navigations from one product page to the next reduce friction and allow people to find all the products they want in that store. To achie...
performance.shopify.com
August 29, 2025 at 3:57 PM
Great post and it's been a pleasure helping @krzksz.bsky.social and @yoav.ws get this working on Shopify.
performance.shopify.com/blogs/blog/s...
performance.shopify.com/blogs/blog/s...