Semantic HTML still matters with Jono Alderson

Oct 8, 2025

Jono Alderson, an SEO consultant and web performance expert, delves into why semantic HTML should still be a priority today. He highlights how proper markup enhances accessibility and site performance while addressing the pitfalls of 'div soup.' Jono discusses the significance of template-centric design and its impact on user experience. He also examines structured data's evolving role, the implications of lazy rendering, and how thoughtful markup can boost discoverability in the age of LLMs. A treasure trove of insights for web developers!

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INSIGHT

Abstraction Drives Performance Blindness

Moving away from semantic HTML often correlates with worse performance and maintainability.
Abstractions that hide real HTML structure make it harder to optimize critical rendering and paint times.

INSIGHT

Non-Browser Consumers Will Penalize Soup

Machines beyond browsers (LLMs, fridges, toasters) will be less forgiving of messy markup than legacy search engines.
Bad HTML increases CPU and bandwidth costs as non-browser agents try to parse and tokenise noise.

ADVICE

Slow Down To Ship Better Markup

Slow down slightly and think about semantic roles when producing markup instead of shipping zero consideration.
Spend minimal extra time deciding on section, heading, and structural choices to improve long-term UX and tooling interactions.

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Jono Alderson joins the podcast to discuss why semantic HTML still matters today. He shares how thoughtful markup can improve accessibility and performance, from using the picture tag and responsive images to optimizing with content-visibility CSS. The conversation dives into common pitfalls like div soup, the shift toward more template-centric design, and techniques for improving the critical rendering path. Jono also discusses preloading, HTTP early hints, and the evolving role of structured data, LLMs, and Google’s trust signals in shaping a more meaningful and efficient web.

Links

Website: https://www.jonoalderson.com
X: https://x.com/jonoalderson
BlueSky: https://bsky.app/profile/jono.id
LinkedIn: https://www.linkedin.com/in/jonoalderson

Resources

Why semantic HTML still matters: https://www.jonoalderson.com/conjecture/why-semantic-html-still-matters/

Chapters

00:40 Meet Jono Alderson: SEO Consultant and Web Performance Expert
02:00 Why Semantic HTML Still Matters in 2025
05:00 Accessibility, Performance, and the 15% Market Opportunity
08:00 The Cost of Div Soup and Framework Abstraction
10:30 Finding Balance: Developer Experience vs User Experience
13:00 Template-Centric Thinking vs Component-Centric Development
16:00 What Is a Page? Rethinking How the Web Works
18:30 Structured Data, Schema.org, and Google’s Trust Signals
21:00 Quick Round: Picture Tag, Content Visibility, and Performance
23:30 The Worst HTML Anti-Patterns Developers Still Use
25:00 Will LLMs Reward Good Markup or Ignore It?
26:00 Where to Find Jono Alderson and Closing Thoughts

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