The dashboard is a witness statement.
Why measurement provides partial evidence—and why presence, preference and performance need separating.
Read the Broken Signal →04 / THE HUMAN
About James
An in-house SEO and digital specialist investigating what happens when search stops behaving like a list of links—and what organisations should build in response.
Why this exists
I’m James Yorke, an in-house SEO and digital specialist and a two-time BrightonSEO speaker.
I spend a lot of time thinking about search, measurement, AI and the awkward gap between a good digital idea and something people can actually use.
Through Broken Internet Club, I investigate changing search and discovery, AI answer engines and agents, websites, platform dependency, the independent and owned web—and what organisations can build when traffic and platform access become less dependable.
Broken Internet Club started with a feeling: the internet has become more efficient, but often less alive. Search results, feeds and platforms are very good at giving us more of what already performs. They are less good at helping us find the odd, specific and deeply cared-for things that make the web feel like a place.
BIC is where those questions become Field Trips, research, experiments and useful objects. It is not a stream of commentary about whatever happened on the internet this morning.
Broken Internet Club is written, researched and built by James Yorke. The Field Notes are the dated editorial record; recommendations and contact are welcome through LinkedIn.
SELECTED WORK / CONNECT THE DOTS
Ideas made visible.
Recurring questions, tested in different forms.
The Insight Machine
Choose the conclusion first and watch the evidence become suspiciously cooperative.
Use the machine →Internet Health Check
A practical test of what you control, what platforms control and whether people have a reason to return.
Check your internet presence →Agent Experience
A Field Trip and checker about whether an AI can find the route, understand the rules and act safely.
Check a digital task →Good Internet Score
Ten evidence-backed tests for how humane, useful and user-respecting a digital service is.
Explore the scores →The Content Strategy
A content machine that publishes 47 articles and creates zero useful assets.
Publish another article →WORKING BELIEFS / SUBJECT TO EVIDENCE
A few things I believe
Traffic is not attention.
A visit is a signal. It is not proof that anyone cared.
Platforms are not your audience.
They can introduce you. They cannot promise continued access.
A website can be a place.
Not every useful page needs to become content for a feed.
The internet is broken. Build anyway.
Cynicism is easy. Making something worthwhile is more useful.
SPEAKING / ELSEWHERE
Ideas tested in public.
KNOW SOMEWHERE WORTH VISITING?