To commence our technical SEO discussion, Jono Alderson advises against settling for an average website.

Jono says: “Stop accepting technical mediocrity.”

What does mediocrity look like in the world of technical SEO?

“We all know it, and we see it all the time. We have accepted that it's normal for websites to be rubbish.

Whether they're the ones we work on, our clients’, or the ones we browse, things are slow, we hit 404 errors, there's a bunch of JavaScript loading so that when you click the thing, it doesn't respond quickly, stuff doesn't quite show on screen properly, the font's too small, things are ugly, it takes four minutes for something to add to the cart, and then the cart was empty all along.

Somehow, we're all okay with this. It's so normal for all of these interactions to be this bad that we just get on with it – and, for the most part, Google has coped with that and made the most of the web being janky, broken, and poorly built.

However, as we enter the age of AI, the rules change slightly because those systems aren't as good at unpicking that mess. They’re simply not as incentivised to. When you look at their commercial, political, and product roadmaps, and the way they interact with websites, it's a very different machine. They are much less tolerant of faults, errors, omissions, and gaps – and they won't put in the same resources that Google has to wade through that.

We all feel how janky the web is, and see it all the time, and we just kind of accept it. It's nice to take a step back and say, actually, this isn't good enough. It's not how it should be.”