Award-winning technical SEO consultant. I help brands to compete on technical SEO, performance, and structured data. https://www.jonoalderson.comhttps://bsky.app/profile/jono.idhttps://bsky.app/profile/jono.id/post/3mjiffrmjfc2rYou can (but probably shouldn’t) use your traffic to slow your competitors’ sites. No bots. Just a browser feature. Real requests. From real users. At scale. If you’re not protecting against it, it can quietly hit your servers and your costs. https://www.jonoalderson.com/performance/speculation-rules-for-evil/14 Apr 2026 22:08 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mjiffrmjfc2rhttps://bsky.app/profile/jono.id/post/3mjan5fh3c22jHeadless websites are usually a mistake. Sold as flexible and fast. Delivered as complex and slow. Most teams end up rebuilding what the web already does, just worse. This isn’t progress. It’s engineering vanity. https://www.jonoalderson.com/conjecture/headless-websites/11 Apr 2026 20:05 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mjan5fh3c22jhttps://bsky.app/profile/jono.id/post/3mj3moxtnlk22Most websites are built on the wrong stack. Not because the tools are bad. Because teams pick based on identity, not reality. There are only four sane choices: React → products Shopify → selling Static → simple WP/Drupal/TYPO3 → publishing https://www.jonoalderson.com/conjecture/four-ways-to-build-a-website/09 Apr 2026 20:14 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mj3moxtnlk22https://bsky.app/profile/jono.id/post/3mguqqmjers2yClicks don’t count. They never did. SEO spent 20 years pretending the search interface was the market. Now people are doing it again with prompt tracking. Measure competitiveness, not clicks (or prompts). https://www.jonoalderson.com/conjecture/clicks-dont-count/12 Mar 2026 15:47 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mguqqmjers2yhttps://bsky.app/profile/jono.id/post/3mggfyh3kzk2uYour website is slow because your organisation doesn’t understand the web. Not because performance is hard. Not because browsers are limited. But because you've lost control of your systems, culture, and vision. https://www.jonoalderson.com/performance/speed-is-the-first-competency-test/06 Mar 2026 22:58 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mggfyh3kzk2uhttps://bsky.app/profile/jono.id/post/3mg3tkjozik26We’ve normalised building around constraints we don’t question. But CMSs, browsers, standards and platforms aren’t weather. They’re shaped by people. If you depend on them (you do), you can shape them too. That’s where the real leverage is. https://www.jonoalderson.com/conjecture/raise-the-floor/02 Mar 2026 18:01 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mg3tkjozik26https://bsky.app/profile/jono.id/post/3mff776l27k2o“I want to rank for X” is how almost everyone gets SEO wrong. You don’t choose what you rank for. You’re inferred. Keywords describe demand. They’re not a strategy. If you’re not building unique, experience-backed utility, you'll be invisible. https://www.jonoalderson.com/conjecture/stop-trying-to-rank-for-keywords/21 Feb 2026 17:58 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mff776l27k2ohttps://bsky.app/profile/jono.id/post/3mdxm7546gc2wStop turning your website into markdown. Meaning lives in structure, hierarchy and context. Flatten it and you don’t make it machine-friendly, you make it meaningless. Yes, AI might fetch your .md file. That’s convenience, not trust, and it won't scale. https://www.jonoalderson.com/conjecture/more-than-words/03 Feb 2026 14:48 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mdxm7546gc2whttps://bsky.app/profile/jono.id/post/3mc2no7ikvk24The middle of the market is quietly dying. Breadth and “good enough” used to work because humans couldn’t see everything. Agents can. If you’re not the safest default or clearly the best, you’re just noise. https://www.jonoalderson.com/conjecture/the-middle-is-a-graveyard/10 Jan 2026 09:02 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3mc2no7ikvk24https://bsky.app/profile/jono.id/post/3m4glehydfc22The 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. https://www.jonoalderson.com/conjecture/optimising-for-the-surfaceless-web/30 Oct 2025 18:22 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3m4glehydfc22https://bsky.app/profile/jono.id/post/3m3zixowdwk2tA 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. https://www.jonoalderson.com/conjecture/the-hotmail-effect/25 Oct 2025 13:34 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3m3zixowdwk2thttps://bsky.app/profile/jono.id/post/3m2pmqa3cws26I’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. https://www.jonoalderson.com/misc/the-death-of-a-website/08 Oct 2025 21:50 +0000at://did:plc:2vs5fk3vrtwqlgek6gsxweb4/app.bsky.feed.post/3m2pmqa3cws26