More websites don’t create more reach. They dilute authority, clarity and investment. Every digital boundary must earn the cost of its existence. The post Fragmentation is not reach appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/fragmentation-is-not-reach/

There is satisfaction in walking into a mess and leaving it less broken. But an organisation with a reliable cleanup crew has less reason to stop making the mess. The post SEO is the cleanup crew for organisational dysfunction appeared fir?
https://www.jonoalderson.com/conjecture/organisational-dysfunction/

Marketing is the work of shaping what the market discovers, understands and believes. The post SEO vs GEO is the wrong question appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/seo-vs-geo/

Many successful companies are already dead: sustained by past profits, customer inertia and leaders who mistake stagnation for resilience. The post Zombie companies appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/zombie-companies/

In an information-abundant world, the challenge was being visible. In a scrutiny-abundant world, the challenge is being inspectable. The post When scrutiny becomes cheap appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/when-scrutiny-becomes-cheap/

The task is no longer to persuade the market that your trade-offs do not exist, but to make those trade-offs the reason the right people choose you. The post Marketing after the fog clears appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/marketing-after-the-fog-cle...

The debate around llms.txt, WebMCP and other AI protocols is revealing an uncomfortable truth about how businesses handle change. The post Technical debt is becoming an AI problem appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/technical-debt/

The future of the web may end up looking a lot less like documents, and a lot more like the things it's trying to describe. The post The future of the web is weirdly human appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/weirdly-human/

Running multiple CMSs on one website doesn’t just create complexity. It quietly destroys coherence, agility, and growth. The post One website, one CMS appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/one-website-one-cms/

The web spent decades optimising for conversion, just as AI began turning conversion itself into commodity infrastructure. The post The inversion of purpose appeared first on Jono Alderson.
https://www.jonoalderson.com/conjecture/the-inversion-of-purpose/