MX: The Introduction
Understanding the machines reading your website — and what you can do about it.
What this book covers
This standalone primer introduces Machine Experience from both sides: the business case for leaders and the technical foundation for practitioners. It is published as a free download and also appears as the opening chapter of both MX books.
You do not need to buy anything to read this. It stands alone as a complete argument for why MX matters and what to do first.
Inside
- Part A — The business case. Why machines are misreading your website right now. Real-world failures: a river cruise priced at £203,000, NHS drug interaction data lost, support articles contradicted by AI agents.
- Part B — The technical foundation. What the five types of machine actually are. How they read your site. What breaks and why. The training-vs-inference distinction that changes everything.
- The five-step action framework. Audit, Understand, Prioritise, Implement, Measure — a practical starting point for any website.
- Real-world ROI. How a single retailer added Schema.org markup in two days — and why that is only the first step.
- Entity Asset Layer. The foundation for sovereign, portable digital assets beyond platform lock-in.
Who this is for
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