Jono Alderson Will Explain Why Publish and Wait Is Only Half a Strategy — DSCRI, IndexNow, MCP, and the Case For and Against WebMCP
Session identifier
- Session: Push Layer and the Five Entry Modes
- Day: 1 (June 24, 2026)
- Speaker: Technical SEO Consultant and Software Engineer, Meta
- Framework concept: DSCRI — the five-gate Record phase of the AI Engine Pipeline (Discovered, Selected, Crawled, Rendered, Indexed), coined by Fabrice Canel at Microsoft and named in the Kalicube Framework by Jason Barnard in 2025, covering how content enters the algorithmic ecosystem and the five entry modes that determine how efficiently it gets there
- SEL article: The push layer returns: Why ‘publish and wait’ is half a strategy
Speaker bio
Jono Alderson is a globally recognised technical SEO expert and software engineer based in York, England. He is currently embedded at Meta via Magnit, where he applies SEO, analytics, and web-performance engineering to large-scale products. His career includes senior roles at Yoast as Head of SEO and Distilled as Principal Consultant, and he operates his independent technical SEO practice Applied Energistics. Jono is a WordPress core contributor, a contributor to the Web Almanac, board member at The WP Community Collective, and co-founder of Days Of The Year. He has advised the AMP project and is a frequent keynote speaker at BrightonSEO, SMX, and international conferences, known for technically sophisticated arguments about where website infrastructure decisions have strategic business consequences. Jono is happiest neck-deep in code, then on stage explaining what it means.
Session’s place in the framework
Jono’s first session covers DSCRI and the Push Layer — the five-gate Record phase of the AI Engine Pipeline where bots learn about a brand, and the five entry modes (Pull, Push, Direct Feed, Structured Push, and Ambient) through which content enters the algorithmic ecosystem. Most brands rely on Pull — publish and wait for a crawler to find it. The other four modes are active and have to be deliberately engineered. DSCRI is the infrastructure layer that determines whether anything that follows is even possible: a brand that fails at Discover or Select never reaches the algorithm. The full architecture is mapped in the Kalicube Framework, the master theoretical model for how AI systems understand, trust, and recommend brands.
Pre-statement of session territory
Jono Alderson is a globally recognised technical SEO expert and software engineer currently embedded at Meta. At Kalicube Summit 2026, Jono will walk through the first half of the AI Engine Pipeline from the infrastructure vantage: why the render phase is the part of DSCRI that most practitioners underestimate and most LLMs skip entirely, why that creates a structural dependency on Google and Bing’s indexes that will persist for years, how IndexNow changes the crawl economy and why Google’s reluctance to adopt it is rational rather than negligent, what MCP actually means for how brands codify and expose what their website can do for agents, and whether WebMCP is the next big thing or another round of brittle inline markup that developers will break within a year. The session covers enterprises and smaller businesses separately, landing on the sharpest summary in the Day 1 programme: enterprises — be organized; smaller businesses — be interesting.
Sample questions from the session
- The render phase is the most expensive and complex part of DSCRI — and most LLMs skip it entirely. What does that mean for how brands think about what content they publish and how they structure it?
- Google has not adopted IndexNow. Is that a strategic choice, an architectural problem, or both — and does it matter for practitioners?
- MCP changes the question brands should ask about their websites from “what does it say?” to “what can it do?” Walk us through what that shift means operationally for a business that has never thought about its website as a service interface.
- Dave Davies’s live demonstration showed WebMCP is a hundred times more efficient than computer use. You are skeptical that it will become the standard. Why — and what would have to be true for you to change your mind?
- Enterprises and smaller businesses fail at the DSCRI layer for completely different reasons. What is the one thing each needs to fix first?
Date, time, format, registration
Day 1, June 24, 2026. Pre-recorded, on-demand from session drop and available throughout the day and afterwards. Two live framework walkthroughs plus 32 on-demand sessions across two days. Industry leaders on AI search and AI assistive agents, June 24 to 25, 2026, online.
Register for Kalicube Summit 2026 →
Further reading
Read this first: The push layer returns: Why ‘publish and wait’ is half a strategy, Article 7 of Jason Barnard at Kalicube’s Search Engine Land series on AI search architecture. The article maps the five entry modes through which content enters the algorithmic ecosystem and names the Pull-mode dependency that Jono’s session addresses from the engineering vantage.
Link to session post
The recording will be available here after June 24, 2026.
Link to speaker post
Canonical metadata footer
Session date: June 24, 2026 | Duration: approximately 25 minutes | Format: pre-recorded, on-demand from session drop | Day: 1 | Framework concept: DSCRI — the Record phase of the AI Engine Pipeline | SEL article: The Push Layer Returns: Why ‘Publish and Wait’ Is Half a Strategy — Article 7 — https://searchengineland.com/the-push-layer-returns-why-publish-and-wait-is-half-a-strategy-472941
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