How Page Performance Hurts UX & How You Can Fix It via @sejournal, @DebugBear

This post was sponsored by DebugBear. The opinions expressed in this article are the sponsor’s own.

From a user’s perspective, a slow website can be incredibly frustrating, creating a poor experience. But the impact of sluggish load times goes deeper than just user frustration.

Poor page performance affects search rankings, overall site engagement, E-E-A-T, and conversion rates that results in abandoned sessions, lost sales, and damaged trust.

Even if Google’s Core Web Vitals (CWV) Report is all green.

Sure, Chrome UX (CrUX) and Google’s CWV reports can indicate there’s an issue, but that’s it. They don’t provide you with enough details to identify, troubleshoot, and fix the issue.

And fixing these issues are vital to your digital success.

Core Web Vitals - DebugBear Page Performance ToolImage from DebugBear, October 2024

This article explores why slow websites are bad for user experience (UX), the challenges that cause them, and how advanced page performance tools can help fix these issues in ways that basic tools can’t.

UX, Brand Perception & Beyond

While often at the bottom of a technical SEO checklist, site speed is critical for UX. Sites that load in once second convert 2.5 to 3 times more than sites that require five seconds to load.

And yet, today, an estimated 14% of B2C ecommerce websites require five seconds or more to load.

These numbers become even more pronounced for mobile users, for whom pages load 70.9% slower. Mobile users have 31% fewer pageviews and an average of 4.8% higher bounce rate per session.

According to a recent Google study, 53% of mobile users will abandon a page if it takes more than three seconds to load.

Poor page experience can negatively other aspects of your site, too:

  • Search Rankings – Google includes page experience, of which CWV and page performance is a factor, when ranking web pages.
  • User Trust – Poor performing pages fail to meet a potential customer’s expectations. They are often perceived by users as the brand inconveniencing them, introducing stress, negative emotions, and a loss of a sense of control to the buying process. Slower pages can also cause users to forget information gained from previous pages, reducing the effectiveness of advertising, copy, and branding campaigns between clicks.
  • User Retention – Site visitors who experience slow load times may never return, reducing retention rates and customer loyalty.

Why Basic Page Performance Tools Don’t Fully Solve The Problem

Tools like Google PageSpeed Insights or Lighthouse give valuable insights into how your website performs, but they can often be limited. They tell you that there’s an issue but often fall short of explaining what caused it or how to fix it.

Google’s Chrome User Experience Report (CrUX) and Core Web Vitals have become essential in tracking website performance and user experience.

These metrics—Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS)—offer valuable insights into how users perceive a website’s speed and stability.

However, CrUX and Core Web Vitals only tell part of the story. They indicate that a problem exists but don’t show the root cause or offer an immediate path for improvement.

For instance, your LCP might be poor, but without deeper page speed analysis, you wouldn’t know whether it’s due to an unoptimized image, a slow server response, or third-party scripts.

Page Performance Broken Down By Geolocation - DebugBearImage from DebugBear, October 2024

Here’s where DebugBear stands out. DebugBear digs deeper, offering more granular data and unique features that basic tools don’t provide.

Continuous Monitoring and Historical Data – Many speed testing tools only offer snapshots of performance data. DebugBear, on the other hand, allows for continuous monitoring over time, providing an ongoing view of your site’s performance. This is crucial for detecting issues that crop up unexpectedly or tracking the effectiveness of your optimizations.

Granular Breakdown by Device, Location, and Browser – Basic tools often provide aggregated data, which hides the differences between user experiences across various devices, countries, and network conditions. DebugBear lets you drill down to see how performance varies, allowing you to optimize for specific user segments.

Pinpointing Content Elements Causing Delays – One of DebugBear’s standout features is its ability to show exactly which content elements—images, scripts, or third-party code—are slowing down your website. Rather than wasting hours digging through code and experimenting with trial and error, DebugBear highlights the specific elements causing delays, allowing for targeted, efficient fixes.

Why You Need Continuous Page Speed Testing

One of the biggest pitfalls in web performance optimization is relying on single-point speed tests.

Page Performance Breakdown - Content Elements in DebugBearImage from DebugBear, October 2024

Running a one-time test may give you a snapshot of performance at that moment, but it doesn’t account for fluctuations caused by different factors, such as traffic spikes, varying user devices, or changes to site content.

Without continuous testing, you risk spending hours (or even days) trying to identify the root cause of performance issues.

DebugBear solves this problem by continuously tracking page speed across different devices and geographies, offering detailed reports that can be easily shared with team members or stakeholders.

If a performance dip occurs, DebugBear provides the data necessary to quickly identify and rectify the issue, saving you from the endless trial-and-error process of manual debugging.

Without tools like DebugBear, you’re left with only a high-level view of your website’s performance.

This means hours of trying to guess the underlying issues based on broad metrics, with no real insight into what’s dragging a site down.

Different Users Experience Performance Differently

Not all users experience your website’s performance in the same way.

Device type, geographic location, and network speed can significantly affect load times and interaction delays.

For example, a user on a fast fiberoptic connection in the U.S. may have a completely different experience than someone on a slower mobile network in India.

This variance in user experience can be hidden in aggregate data, leading you to believe your site is performing well when a significant portion of your audience is actually struggling with slow speeds.

Here’s why breaking down performance data by device, country, and browser matters:

  • Device-Specific Optimizations – Some elements, like large images or animations, may perform well on desktop but drag down speeds on mobile.
  • Geographic Performance Variations – International users may experience slower speeds due to server location or network conditions. DebugBear can highlight these differences and help you optimize your content delivery network (CDN) strategy.
  • Browser Differences – Different browsers may handle elements like JavaScript and CSS in different ways, impacting performance. DebugBear’s breakdown by browser ensures you’re not overlooking these subtleties.

Without this granular insight, you risk alienating segments of your audience and overlooking key areas for optimization.

And troubleshooting these issues becomes and expensive nightmare.

Just ask SiteCare.

WordPress web development and optimization service provider SiteCare uses DebugBear to quickly troubleshoot a full range of WordPress sites, solve performance issues faster, and monitor them for changes, providing high quality service to its clients, saving thousands of hours and dollars every year.

DebugBear offers these breakdowns, providing a clear view of how your website performs for all users, not just a select few.

Real User Monitoring: The Key To Accurate Performance Insights

In addition to synthetic testing (which mimics user interactions), real user monitoring (RUM) is another powerful feature technical SEOs and marketing teams will find valuable.

While synthetic tests offer valuable controlled insights, they don’t always reflect the real-world experiences of your users.

RUM captures data from actual users as they interact with your site, providing real-time, accurate insights into what’s working and what isn’t.

For instance, real user monitoring can help you:

  • Identify performance issues unique to specific user segments.
  • Detect trends that may not be visible in synthetic tests, such as network issues or slow third-party scripts.
  • Measure the actual experience users are having on your website, not just the theoretical one.

Without real user monitoring, you might miss critical issues that only surface under specific conditions, like a heavy user load or slow mobile networks.

If you’re not using continuous page speed testing and in-depth reports, you’re flying blind.

You may see an overall decline in performance without understanding why, or you could miss opportunities for optimization that only reveal themselves under specific conditions.

The result?

Wasted time, frustrated users, lost conversions, and a website that doesn’t perform up to its potential.

DebugBear solves this by offering both continuous monitoring and granular breakdowns, making it easier to troubleshoot issues quickly and accurately.

With detailed reports, you’ll know exactly what to fix and where to focus your optimization efforts, significantly cutting down on the time spent searching for problems.


Image Credits

Featured Image: Image by Shutterstock. Used with permission.

In-Post Images: Images by DebugBear. Used with permission.

seo enhancements
How to write conversational content

People nowadays are uninterested in cold and business-like pieces of content. They want something authentic. They want conversations with people. That’s partly why Reddit is grabbing top spots in the search results because people know they’ll be reading something authentic. Hence why it’s smart to create more conversational content. But how do you do that? Read this blog to find out!

What is conversational content?

Plain and simple, it’s writing like you’re talking with someone. Not to someone. You’re not lecturing. You’re having a conversation with your audience. Though I’d suggest that you leave out the ‘ums’ and ‘ahs’ and multiple uses of ‘like’ or other filler words, because those can be a bit, uh, distracting or annoying in a text.

For language purists: That also means letting go of some of the more formal writing conventions, like never starting sentences with ‘and’ or ‘but’.

Why conversational content?

As mentioned in the intro, people don’t want to read cold and dry texts. You probably don’t want to read some textbook answer that goes: ‘Conversational content is the art of writing in the way one might talk to other humans’. You, and many others, want to feel like you’re reading something written by another person. And one way to achieve this feeling is to create conversational content.

Because when you write like you’re holding a conversation, chances are that your audience will want to talk back. Or in beautiful marketing terms: engage with your content.

How to start?

You now know the what and the why. Let’s look at how to start writing conversational content. Easiest way? Write a new blog post. Pick a topic that you’re interested in and that fits with your company or content strategy, then write like you’re talking with your audience! I know, I know, it’s not as easy as that. So here are some tips.

I’m writing this post…

Let’s get a quick tip out of the way: write in the first person. So, use I-sentences, like I’ve been doing so far. 

Speaking generally might come across as more professional, sure, but that’s not what you want. If you want to sound authentic, like a human, then you should let go of the generalized statements. No more “Our Product is Great and A Life Saver”. Instead, you can write: “I’ve used Our Product for my own small business, and this is how it’s helped me”. 

… And you’re reading it

Don’t forget to address the other side of the conversation. You. The reader. Address them like you would if you were having a conversation with someone. Don’t say “people” as much. Try to use “you” instead. 

For example, instead of writing “People want more connection”, write “You probably want more connection”. See? Way more personal when you’re getting addressed.

Ask questions

Do you like it when people ask you questions? Probably, right? As with any good conversation, it’s nice to ask questions. They make the other person feel heard and addressed. So use that in your content writing. Ask people questions, and you’ll see that they’ll feel more engaged already.

Don’t use difficult words

Unless! Ha, there’s always an unless. If you know your audience really well, and you’re sure they’ll understand this or that difficult word, then go ahead. Generally speaking, however, even experts like content that’s easy to understand. 

So, no difficult words. You will only equivocate your readers! Worse, some might see it as a diatribe, and accuse you of being dilatory (see how annoying it is when you don’t know half the words? If you do know them, kudos to you!). The short of it: if people lose focus or interest in your content, or simply don’t understand, there’s no way they’re going to engage with it.

Keep it short, okay?

Think about it: if you talk with someone, are you using sentences that are three paragraphs long? Probably not. Which means that as you write, you should keep your sentences short too. Plus, this will make your content easier to read, which is great for readability!

Pssht, if you have the Yoast SEO plugin, it will check if your sentences are too long. If they are, the plugin highlights them for you. This makes it easier to rewrite them!

Emphasize your words

With italics! It sounds almost like a slogan. But yes, it can help with making your writing sound more natural. Why? Because you emphasize words when you speak too. Sometimes it can even change the meaning of your sentence. 

For example (a very Dutch example, because if you live in the Netherlands, your bike will get stolen one day. It’s the circle of life): “I didn’t say he had stolen my bike,” means you really didn’t say that. But if you say, “I didn’t say he had stolen my bike,” you want to emphasize that it wasn’t him, but someone else.

Do not write ‘do not’

I’m a big fan of contractions. Grammar contractions, that is. They make a text sound so much more natural. Because let’s be honest, do you say “I do not want another coffee” or do you say “I don’t want another coffee?” Probably the second one, right?

Using don’t and I’m and you’re etc. will sound so much more natural to readers. Which means your content will sound more like a conversation too.

You’re a person, so write like one

Does that sound threatening? I do mean this in the nicest way possible! In order to write good conversational content, you have to ‘let go’ a little. The professional in you needs to take a step back and make space for your personality to shine through. Because if you can make your writing sound like you, it’ll sound so much more natural.

It all comes back to the “people don’t want impersonal and business-like content anymore”. They want to read content made by people. So let your own personality shine through. Make a little joke. Heck, use silly words like ‘delulu’ instead of delusional every once in a while (just make sure your text is still readable to everyone). Just be you.

Add examples and anecdotes

Another great way that will help you write like a person is to add examples. Personal examples, to be exact. It doesn’t have to be long. You don’t have to let us know every detail about your life, but sharing about your personal experiences can help make a piece of writing feel more personal. 

Keep the conversation going

Okay, you’ve written a post or piece of conversational content. People are engaging, maybe even commenting! Don’t let the conversation end there. Reply to them. Use their point of view, their insights and questions, and perhaps create another piece of content. Build on the conversation. Keep it going!

What kind of content works for conversational content?

Finally, before you pour your heart and soul (and personality) into your content, let’s look at what kind of content works. 

An easy one is opinionated pieces. Has something interesting happened in your area of expertise? Write content about it, and give your opinion. Add to the conversation with your voice. 

But really, any piece of content can become conversational if you write it like that—if you use your own voice and personality, and make it yours. Look at this post! Technically, it’s a how-to. Those can be very dry. You’re just giving information, after all. But I’ve used the conversational content tips to make it, well, interesting. I hope I did a good job. 

Let me know if I did 🙂 And good luck with writing!

Coming up next!

Wrong Direction: Google’s Leadership Shakeup Long Time Coming via @sejournal, @Kevin_Indig

Google CEO Sundar Pichai finally took action and made significant leadership changes.

Prabhakar Raghavan, who ran Google Search, Ads, Commerce, Geo, Assistant, and Payments, now reports to Pichai as Chief Technologist and hands the Search reins over to Nick Fox.

Pichai announced, “He’ll return to his computer science roots and take on the role of Chief Technologist,” which is Latin for “He messed up, so we’re giving him a role that saves face but has no direct impact on our core business.”

This move is a demotion for Raghavan, most likely as the result of a long series of fumbles across Search and AI.

Unless for personal reasons, who would voluntarily step away from Google’s most important position to “go back to their roots”? It doesn’t track.

The Raghavan era marks one of the hardest periods for Google, leaving behind five areas of struggle:

Monopoly

Google’s stock dropped 14% since its all-time high on July 10, in large part because the DOJ revealed that it would take aggressive action against Google.

Market Share: Alphabet Inc.Image Credit: Kevin Indig

After it was originally assumed that the DOJ sought to prevent Google from making exclusive deals with distributors like Apple, a new possible outcome floating around is to break Google up by detaching Chrome, the Play Store, and Android:

Behavioral and structural remedies that would prevent Google from using products such as Chrome, Play, and Android to advantage Google search and Google search-related products and features.

The DOJ even considers forcing Google to share rank data with competitors:

Barring Google from collecting sensitive user data, requiring it to make search results and indexes available to rivals, letting websites opt out of their content being used to train AI products and making Google report to a “court-appointed technical committee” are also on the table.

Realistically, the chances of these remedies actually coming into effect are low:

  1. It will take years for the court and Google to go through several hoops of appeal.
  2. There’s even a chance that a Trump presidency would veto aggressive remedies.
  3. Precedents like the case against Microsoft show that the actual remedies are not as severe (Microsoft was ruled to split into two companies but found a settlement).

However, the reputation damage from exposed emails and statements during the lawsuits and bad press marks a turnaround from Google’s polished image.

And, there is a chance that the DOJ will follow through, which could weaken Google’s position in Search.

Search

Search has been heading in the wrong direction. Raghavan’s legacy is too many Reddit results, too many ads, unhelpful results, and cluttered SERPs.

Google search for [is google going downhill]Image Credit: Kevin Indig

In Free Content, I wrote about a study from Germany that showed how hard it is for Google to get spammy results out of search results.

Google’s Helpful Content Update sought to mitigate overoptimized search results but caused so much collateral damage that the industry revolted against Google until it released an update to the algorithm that specifically aimed to reestablish the search visibility for small and independent sites.

However, the effect was much smaller than expected, with many affected sites only regaining a fraction of their lost traffic.

An underlying problem with search results quality is the unclear direction or algorithm updates and untransparent and fuzzy guidance of “creating helpful content.”

In that same vein, it also became clear in 2024 that Google reacted to bad press and punished sites like Causal or Forbes, which were called out publicly for questionable practices.

Lars Lofgren uncovered a company within Forbes that also seems to create content on other sites and drives millions in revenue. Shortly after, Google seems to have taken at least some action against the site.

Google’s reactions show how important reputation is for the company.

Brand might be Google’s biggest moat, maybe even bigger than all the data it captures, as we can see at the fact of Google not losing market share in Europe after smartphone manufacturers were forced to show users choice screens for browsers and search engines.

From 2 Internets:

However, most users still choose Google despite randomized choices for other search engines since the search engine market share distribution in the EU remains unchanged.

AI

Artificial intelligence terraforms the tech world. Despite Google having invented most parts of the engine, it’s not driving the car. OpenAI is.

According to StatCounter, Google’s market share dropped to 90% for the first time since the drop to 88% in 2013. The drop could be the result of many reasons, and it could revert.

However, it could also mark a shift from Search to generative AI. I don’t see Google giving away market share to Bing or DuckDuckGo but ChatGPT, Perplexity, and Microsoft Copilot.

Google market shareImage Credit: Kevin Indig

While Google maintains a 90% market share in Search, it doesn’t lead in the market of the future: Gen AI.

Gemini was supposed to be Google’s horse in the AI race, but its market share is flattening while Claude and Perplexity are gaining ground – fast.

Gen AI TrafficOpenAI is currently winning the Gen AI competition by traffic (Image Credit: Kevin Indig)
Taking Chat GPT out of the picture, we can see that Gemini is stagnating (Image Credit: Kevin Indig)

In 2024, Perplexity answered as many queries per month as it did in the whole year of 2023. The number is still small compared to Google, but the trend is growing.

A series of painful fumbles – from diverse Nazi pictures to fake demo videos and misinformation – mark Google’s chase to keep up with the competition.

From The Big Disconnect:

Then there are fumbled AI product launches. Google’s first reaction to ChatGPT’s stunning success was a stunning failure. The introduction of Bard in February 2023 cost Alphabet $100 billion in market value due to false facts in the announcement.

In December 2023, an impressive demo of Gemini turned into a PR disaster when it turned out to be fake.

In March 2024, Alphabet’s shares dropped by -5% when it turned out Gemini delivered heavily biased and obscure historical images.

Google wants to get AI right so badly that it’s willing to cut corners. Not something you’d expect from the company that invented the underlying LLM technology (Transformers) in the first place.

Former CEO Eric Schmidt’s opinion about the cause of Google’s struggles didn’t help the situation:

“Google decided that work life balance and going home early and working from home was more important than winning. And the reason startups work is because the people work like hell.”

Google’s AI Overviews are the antithesis of the classic search model. Early referral traffic data from gen AI like ChatGPT, Gemini, and Perplexity shows a tiny amount of users clicking through to sites.

If that’s any indication of what we can expect from AI Overviews, Google is turning from a click distributor to an engagement platform.

Advertising

The big question for Google shareholders is how well the company can navigate advertising in the new LLM search world.

Ads can be complementary to search results. But, when users get the answer directly, sponsored results distract from the experience. The old ad format might not fit the new mold. Google has to figure this out but has not yet delivered an innovative approach.

AI transforms digital advertising across creative + copy, matching/targeting, and spend optimization.

However, with more AI Overviews answering questions in the search results, users might need fewer queries to solve problems overall, shrinking the ad market for Google.

Google is projected to hit an all-time low of less than 50% of available ad dollars next year. Strong challengers like Amazon and TikTok and long-term rivals like Meta are grabbing market share.

Google is projected to hit less than 50% ad revenue market share in 2025Google is projected to hit less than 50% ad revenue market share in 2025 (source) (Image Credit: Kevin Indig)

Google announced a new shopping experience with little to do with a classic search engine.

The reimagined ecommerce experience shows how hard Google wants to compete with Amazon, which faces more competition from TikTok.

As a result, TikTok is competing not only with Google in search but also with ecommerce.

The focus on ecommerce indicates the opportunity for Google to make money from high-intent searches when users don’t need to click through to sites anymore for answers.

But Google wasn’t able to ever kick Amazon off the throne, leaving it exposed for commercial queries.

We can only hope that Prabhakar’s departure leads to a better Google Search. Nick Fox, who will succeed Raghavan, might not be the change agent we seek.

In an email thread with then Head of Search Ben Gomes from 2019, Fox seems open to taking on revenue goals but also not an advocate for it.

To Ben Gomes’ concern:

“…I think we are getting too involved with ads for the good of the product and company…”

Fox responds:

“Given that (a) we’re responsible for Search, (b) Search is the revenue engine of the company, and (c) revenue is weak, it seems like this is our new reality of our jobs?”

However, I question how important Fox is for the future of search anyway. The more important person is Demis Hassabis, founder and CEO of Deep Mind.

Every leadership change brings with it an opportunity to move to a better formation.

With Raghavan’s “promotion” come two important shifts: Gemini moving under Deep Mind, and Assistant moving to the devices team.

Hassabis is the person we need to watch because he now runs Gemini and with it, the quality and volume of AIO answers.

On the talking track, Hassabis stresses the need for responsible use of AI.

How that manifests remains to be seen.


US Weighs Google Breakup in Historic Big Tech Antitrust Case

US plan to break up Google’s search dominance threatens profit engine, AI growth

What to know about our August 2024 core update

Forbes Marketplace: The Parasite SEO Company Trying to Devour Its Host

Former CEO Eric Schmidt explains why Google fumbled its lead in AI [YouTube Video] 

Google Shopping’s getting a big transformation

X (Twitter) Post

Link


Featured Image: Paulo Bobita/Search Engine Journal

Beyond SEO: Why Search Data Is Powerful Market Intelligence Data via @sejournal, @torylynne

Marketers work with search data every day, but we’re greatly underutilizing its potential.

Let me explain.

Search data can tell us all kinds of things about markets, audiences, behavior, and preferences. It’s a source of intelligence that informs smarter, better, more timely business decisions beyond SEO.

In this article, I’ll introduce you to a different way of looking at “search data.”

We’ll talk about sources, which data to pull, and how to use it to arrive at powerful insights quickly.

What Is Search Data?

Search data is any data collected when a user searches a public website by entering a query string to find relevant information (products, information, or answers) from a library of different content (website pages, media) published from different sources (websites, creators).

When people conduct this type of search, they take direct action driven by a need. Put more simply, search data is “active demand.”

Looking at search behavior at scale unlocks a new way of gauging demand for whole industries, specific verticals, unique topics, individual brands, and beyond. This process is known as digital market intelligence.

What Is Digital Market Intelligence?

Digital market intelligence collects and analyzes thousands to (sometimes) millions of digital data points – from public, ethically sourced data – to get to the kind of insights that would traditionally require qualitative surveying.

Except that it’s a lot faster than surveying, and often, it’s more accurate because:

  • The data reflects real behavior from real people who are free from survey bias or influence.
  • It collects vast data sets in mere days (versus weeks or even months), ensuring timeliness and relevance.
  • Data sets contain significantly more data representing huge swaths of the population (versus a small survey sample).
What is digital marketing intelligence?Image from Gray Dot Co, October 2024

Search data is one of the primary inputs in digital market intelligence because it provides an abundance of real user behavior data at an extremely low cost.

Note: DMI is most effective when looking at established industries with a meaningful digital footprint – it doesn’t work for everything!

Where Do We Get The Data?

When most of us think of “search data,” we think of Google data. And make no mistake, that’s a huge piece of the puzzle. Google is still a giant in the search game!

But more and more, people are looking outside of Google for information. In fact, some data sources name TikTok as the world’s largest search engine for Gen-Z users — not Google.

So, when we talk about search data, we’re still talking about Google and other search engines.

But we’re also stepping out of the silo and acknowledging that sources like YouTube, Pinterest, TikTok, etc. are sources where users exhibit active demand.

The datasets from each are extremely valuable for digital market intelligence because we can tap into them at a marginal cost via APIs, platform-specific reporting tools, and third-party tools.

(For a lot cheaper than traditional consumer insights work!)

  • Google Search Console.
  • Google Ads.
  • Youtube API.
  • Google Trends.
  • Third-party tools like Semrush or Ahrefs.
  • Pinterest.
  • TikTok.
Where to get DMI Demand dataImage from Gray Dot Co, October 2024

Which Search Data Is Meaningful?

Now that we’ve established where we’re actually sourcing the data, what are we pulling?

Metrics we work with day in and day out are the raw inputs for calculations that answer big business questions:

Search Metrics for DMI measurementImage from Gray Dot Co, October 2024
  • Keyword volume quantifies how often people actively look for products, information, or brands at any given time.
  • Hashtag volume measures how much of the content landscape is saturated by a given topic or brand.
  • Keyword intent identifies where people are in the customer journey, plus common behavior and language at different funnel stages.
  • Competitor research compares demand for brands apples-to-apples, plus how much demand each captures in the landscape.
  • Historical trends create a clear snapshot of shifts in demand to illustrate the trendline for any topic area over time.

What Can Search Data Tell Us About The Market?

Digital market intelligence can answer a lot of the questions marketing teams and even business leaders run into regularly.

Let’s take a look at some of the most common and illustrate how DMI can yield quick insights using search data.

Did The Market Grow Or Shrink YoY?

This is basically an exercise in summing active demand for the search terms that apply to your business or industry.

In a classic consumer insights sense, the size of the market is generally referred to as the Total Addressable Market.

To quantify TAM using search data, calculate the total keyword volume for the year across relevant search terms. You can source and export keyword volume at scale by using a third-party tool such as Semrush or Ahrefs.

Once you have your TAM total for both years, compare them to quantify the YoY difference. In terms of a calculation, it would look something like this:

[Total volume: Relevant keywords in year A] - [Total volume: Relevant keywords in year B] = YoY change in market size

Is An External Factor Having An Impact?

Your business tactics could drive a jump or drop in performance, but it could be something that’s out of your control altogether.

Leadership will want to know whether it’s the “tide” or something the “boat” (your marketing team) is doing.

Sometimes, the quickest and easiest way to tell is to turn to search data — specifically our often-overlooked friend, Google Trends.

For the sake of example, let’s take a look at a simple case of an external factor driving increased demand for a service. Specifically, did the Olympics drive an increase in the demand for gymnastics lessons?

We know that the Olympics took place between Jul. 26 and Aug. 11, 2024. Now, we need to know how searches for “gymnastics lessons” in this window compare to other periods of time outside of the Olympics.

Screenshot of Google Trends, looking at the changes over time for interest in gymnastics classes during the OlympicsScreenshot from Google Trends, September 2024

It’s clear from the data that there was a significant increase in interest in gymnastics lessons during the Olympic window.

We see a much smaller increase during the window of the 2020 Olympics (Jul. 23 – Aug. 8, 2021), but we can probably attribute this to COVID-19 and related restrictions/behaviors.

This type of insight isn’t just valuable for gauging whether the industry tide affected performance.

It’s also invaluable for determining when to lean into specific products, information, or trends through levers such as increasing paid spend, launching social campaigns, or shifting the overall marketing mix to meet the moment.

How Does Demand For Our Brand Compare?

Search data allows us to compare active demand for Brand A to active demand for Brand B to answer this age-old question.

For this exercise, pull keyword volumes for any queries that contain Brand A’s name in the string. Then, do the same for Brand B over the same window of time.

Add the keyword volume for each respective brand to come up with the brand total. Then, calculate the difference to understand how they stack up.

[Total volume: Brand A branded KWs over X months] - [Total volume: Brand B branded KWs over X months] = Difference in active brand demand

Are We Visible Enough To Drive Awareness?

The search landscape is one big conversation. “Share of voice” can tell you how much of the conversation the brand is actually participating in.

This measurement takes the total keyword volume a brand is competing for as a percentage of the total volume of possible, relevant keyword opportunities for the brand.

Since only 0.44% of users visit the second page of search results, start by identifying keywords where a brand ranks on page one (either traditional placement, featured snippet, or AI Overviews). Because if it’s not on page one, a brand isn’t actually competing in most cases.

Calculate the aggregate volume for these keywords, divide it by the total volume across all relevant keyword opportunities (regardless of ranking), and multiply by 100.

( Brand-eligible keyword volume] / [Landscape keyword volume] ) x 100 = [% Share of Voice]

It Starts With A Simple Shift In Perspective

Looking at familiar numbers in new ways starts to unlock business-critical narratives.

And it doesn’t stop with search data!

Data from social media platforms and forum sites hold their own unique opportunities to understand markets even more through the lenses of engagement and consumer behavior.

Step one is making the mental shift from search data to demand data.

It’s a subtle shift that can take us out of our siloed way of looking at data. Breaking down those walls is the key to making digital market intelligence work for you.

Go forth and find those illuminating answers — at the speed of modern business.

More resources: 


Featured Image: ImageFlow/Shutterstock

Google’s Answer on Ideal Content Length for SEO via @sejournal, @martinibuster

Google’s John Mueller answered a question on LinkedIn about the ideal content length for performing well on Google. Participants in the discussion pressed for specifics, raised concerns about being SERP-blocked by Reddit, and suggested that Search Console should offer content feedback. Mueller’s response challenged SEOs to rethink their approach to content.

What’s The Best Length Of Content For SEO?

Of course, the underlying problem is the question itself which is asking what should be done in order to make better content for Google, which is the opposite of what Google’s algorithms are set up to identify.

Yet, there is some merit to the question because maybe some people are new to publishing and don’t really understand what the best length is for content. On the other hand, publishing content that’s so long that it veers off topic is a mistake that many people, regardless of experience level, commonly make.

This is the question asked:

“Hi John, is there an ideal content length that performs better on Google search results? Should we focus on creating longer, in-depth articles, or can short-form content rank just as well if it’s concise and valuable?”

There are a lot of ideas about how to make content so it’s understandable if someone is confused about it.

Mueller’s Answer Is Questioned

Google’s John Mueller answered the question and it was a good answer. However others had concerns about the ranking choices that Google makes that can block good content from ranking.

Mueller answered:

“There is no universally ideal content length. Focus on bringing unique value to the web overall, which doesn’t mean just adding more words.”

Mueller’s suggestion to focus on bringing “unique value” with published content is good advice. Adding unique value doesn’t necessarily mean adding more images, more content, less content, more graphs, or step-by-steps. All of those things could be helpful but only if it’s relevant to a user and their query.

Yet, as someone pointed out in that discussion, a site with good content could still lose out in the SERPs due to Google’s “preference” for showing sites like Reddit.

A person with the user name SEOBot _ wrote that Google should offer more information and feedback about what “unique value” content means in relation to their own content. While it might seem strange that a publisher is unclear about what constitutes “unique value” content, the question calls attention to the confusion that some publishers feel about how sites are ranked by Google.

This is  the follow up question asked by that person:

“…do you have any example of content on the website that follows this and is able to get the Google love. “Focus on bringing unique value to the web overall, which doesn’t mean just adding more words.” This is a very vague and unrealistic ask if the GSC can start pinpointing this content/section as not making any sense or not adding any value.

We really eager to learn and know how the content is actually generating value to the web. If all the value is being generated by top publishers/brands then what exactly the small publishers/niche site owners suppose to write to survive?”

Mueller responded:

“SEOBot _ If you’re looking for a mechanical recipe for how to make something useful, that will be futile – that’s just not how it works, neither online nor offline. When you think about the real-world businesses near you that are doing well, do you primarily think about which numbers they focus on, or do you think about the products / services that they provide?”

What Mueller seems to be saying is that focusing on site visitors, not Google, is the way to understand what “unique value” content is.

I recently presented at a search marketing conference on the topic of seven things publishers can focus on to improve their content. There’s a lot to say about optimizing content but really, publishers and SEOs can get pretty far by taking Mueller’s advice about thinking about how you would approach selling to people in an actual store or focusing on writing for people (like I’m doing right now).

Others joined the conversation to essentially ask the same thing, looking for specifics on what Google is looking for in content. Mueller had said all there is to say about it.

Mueller advised:

“If you count the words in best seller books, average the count, and then write the same number of words in your own book, will it become a best seller? If you make a phone that has the same dimensions as a popular smartphone, will you sell as many as they do? I love spreadsheets, but numbers aren’t everything. “

Takeaway

If everything a person has learned about SEO centers around strategies for keywords, worrying about “entities” and whether articles are interlinked with the right anchor text then what Mueller is saying will sound confusing. I’ve been doing SEO for 25 years and I remember a time where SEO was about creating content and links for Google. But this isn’t 2004, it’s 2024 and we’ve reached a time with SEO where it’s increasingly not about creating content for Google.

Read the discussion here:

Hi John, is there an ideal content length that performs better on Google search results?

Featured Image by Shutterstock/Roman Samborskyi

These companies are creating food out of thin air

Dried cells—it’s what’s for dinner. At least that’s what a new crop of biotech startups, armed with carbon-guzzling bacteria and plenty of capital, are hoping to convince us. Their claims sound too good to be true: They say they can make food out of thin air.

But that’s exactly how certain soil-dwelling bacteria work. In nature, these “autotrophic” microbes survive on a meager diet of oxygen, nitrogen, carbon dioxide, and water vapor drawn directly from the atmosphere. In the lab, they do the same, eating up waste carbon and reproducing so enthusiastically that their populations swell to fill massive fermentation tanks. Siphoned off and dehydrated, that bacterial biomass becomes a protein-rich powder that’s chock-full of nutrients and essentially infinitely renewable. 

Lisa Dyson is the founder of one of these startups, Air Protein. When she talks about the inspiration for her company, she often cites NASA research from the 1960s. Back then the agency, hoping to keep astronauts satiated on long-haul space journeys, explored the idea of growing bacterial cuisine on board before concluding, ultimately, that astronauts might not find it psychologically palatable. “Earth is actually like a spaceship,” Dyson explained in a 2016 TED Talk. “We have limited space and limited resources, and on Earth, we really do need to figure out how to recycle our carbon better.” Could these bacteria be the answer?

For now, the answer is a definite maybe. Some 25 companies worldwide have already taken up the challenge, hoping to turn abundant carbon dioxide into nutritious “air protein.” The ultimate goal of the people who work at these companies is to engineer a food source far lower in emissions than conventional farming—perhaps even one that could disrupt agriculture altogether. To do that, they’ll need to overcome some very real challenges. They’ll need to scale up production of their protein to compete commercially, and do it in a way that doesn’t create more emissions or other environmental issues. Even trickier: They’ll need to surmount the ick people may experience when contemplating a bacteria-based meal. 

Some of these companies are focused on industrial animal feed, fish meal, and pet food—products with slimmer profit margins but less exacting consumers and fewer regulatory hurdles. Human food, however, is where the real money—and impact—is. That’s why several companies, like Dyson’s Air Protein, are focused on it. In 2023 Air Protein opened its first “air farm” in San Leandro, California, a hub for the commercial food production industry, and announced a strategic development agreement with one of the largest agricultural commodity traders in the world, ADM, to collaborate on research and development and build an even larger, commercial-­scale plant. The company’s “Air Chicken” (which, to be clear, is not actual chicken) is slowly making its way toward grocery store shelves and dinner tables. But that’s only the beginning. Other companies are making progress at harnessing bacteria to spin air into protein, too—and someday soon, these microbial protein patties could be as common as veggie burgers. 

An alternative to alternative proteins

The environmental case for microbial protein is clear enough; it’s a simple calculus of arable land, energy, and mouths to feed. The global demand for protein is already at an all-time high, and with the population expected to grow to 9.7 billion by 2050, traditional agriculture will have a hard time keeping up, especially as it battles climate change, soil degradation, and disease. A growing global middle class is expected to raise levels of meat consumption, but factory-farmed meat is one of the leading drivers of greenhouse-­gas emissions. Although protein-rich alternatives like soy are far more sustainable, most of the soy grown in the world is destined for use as animal feed—not for human consumption. 

In contrast, bacterial “crops” convert carbon dioxide directly into protein, in a process that uses much less land and water. Microbial protein “farms” could operate year-round anywhere renewable electricity is cheap—even in places like Chile’s Atacama Desert, where farming is nearly impossible. That would take the strain off agricultural land—and potentially even give us the chance to return it to the wild. 

 “We are liberating food production from the constraints of agriculture,” Juha-Pekka Pitkänen, cofounder and CTO of the Finnish startup Solar Foods, explained in a recent company video. In April 2024 Solar Foods opened a demonstration factory in Vantaa, a short train ride from the Helsinki airport. It’s here, at Factory 01, that the company hopes to produce enough of its goldenrod-yellow protein powder, Solein, to prove itself viable—some 160 metric tons a year. 

Like Air Protein, Solar Foods begins its production process with naturally occurring hydrogen-­oxidizing bacteria that metabolize carbon dioxide, the way plants do. In sterile bioreactors similar to the fermentation vats used in the brewing industry, the bacteria flourish in water on a steady diet of CO2, hydrogen, and a few additional nutrients, like nitrogen, calcium, phosphorus, and potassium. As they multiply, the bacteria thicken the water into a slurry, which is continuously siphoned off and dehydrated, creating a protein-rich powder that can be used as an ingredient in alternative meats, dairy products, and snacks.

“We are liberating food production from the constraints of agriculture.”

Juha-Pekka Pitkänen, Solar Foods

As Pitkänen explains, his research team at Finland’s state-owned VTT Technical Research Centre knew these microorganisms existed in the wild. To find a viable candidate, they narrowed down the natural conditions where one might be found, and then—as is the Finnish way—put on some hiking boots and got out there. “In Finland, you don’t have to go very far to find nature,” he says, shrugging. “You can find something useful in a ditch.”

Still, not just any old ditch bacteria would do. Their target needed to both consume carbon dioxide and continue to thrive even after it was isolated from the microbial community it coexisted with, or competed against, in nature. “We were looking for a pacifist microorganism,” Pitkänen says. “It’s quite rare.” In a wet soil-dwelling bacterium of the genus Xanthobacter,they found their match: a nontoxic, lab-friendly microbe palatable enoughto slip into myriad food preparations.

At Solar Foods’ annual summer company party this year, their in-house chef served a bright-yellow lasagna made with Solein. The powder, Pitkänen says, makes an excellent flour for fresh pasta dough and works surprisingly well as a cream replacement in ice cream. It’s rich in carotenoids, so it can taste “carroty,” and it’s full of B12 and bioavailable iron, which makes it great for vegetarians. But the product isn’t a plug-and-play replacement for milk, eggs, or even meat. Rather, it’s an ingredient like any other, competing on nutritional value, cost, and texture. The company’s main competition, Pitkänen told me, isn’t other novel proteins—it’s soy meal. 

“In the last 10 years, the whole alternative-protein landscape has changed dramatically,” says Hannah Lester, an EU-based regulatory consultant to the novel-food industry. Soy patties and bean burgers are now ubiquitous to the point of being passé; today’s cutting-edge alternative proteins are cultivated from animal cells and coaxed from specially designed microorganisms using techniques originally developed to produce vaccines and other pharmaceuticals. “Molecular farmers” tend fields of bright-pink soybeans whose genetic makeup has been doctored so that they contain proteins identical to ones pigs make. “It’s really coming to the point where companies are utilizing the most incredible technology to produce food,” she says.

A fermentation process by any other name

The space Air Protein and Solar Foods occupy is so new that language hasn’t quite coalesced around it. Some in the alternative-protein industry evocatively call it “cellular agriculture,” but it’s also referred to as “gas fermentation,” emphasizing the process, and “biomass fermentation,” emphasizing the end product. These terms are distinct from “precision fermentation,” which refers to another buzzy bioprocess that employs genetically modified yeasts, other fungi, and bacteria to produce proteins indistinguishable from their animal-­derived counterparts. Precision fermentation isn’t a new technique: The US Food and Drug Administration approved its use to produce insulin in 1982, and 80% of the rennet used in cheese is now made this way, avoiding the need to harvest the enzymes from the stomach lining of calves. 

Rather than coaxing microorganisms to produce the animal-­derived proteins we’re already familiar with, companies like Air Protein and Solar Foods are proposing that we skip the intermediary and simply eat the microbes themselves, dried into a powder. Microbial biomass made with these new fermentation technologies is fibrous, vitamin-rich, and versatile. More important, these bacteria eat carbon, require very little land and water, and need no fossil-fuel-derived fertilizers. According to a life-cycle analysis produced by the University of Helsinki and the Natural Resources Institute Finland, microbial protein is between 53% and 100% more efficient to produce than animal protein.

Of course, that’s a wide range. Finland’s electricity mix favors renewables like hydropower and wind; in a country more reliant on fossil fuels, the environmental impact of making Solein, or any microbial protein, could be much higher. Growing microbes in bulk means creating the perfect conditions for them to thrive—and, as with any industrial production process, that requires factories, equipment, and power to run the entire system. It also requires a generous supply of elements like carbon dioxide and hydrogen. 

white cloud hovering over a sugar cone on blue sky background

ERIC MONGEON/MIT TECHNOLOGY REVIEW

Nearly all the world’s human-made hydrogen, a key element in the bacterial diet, comes from fossil-fuel production, and “green” hydrogen, which Solar Foods uses in its demonstration factory, comes from using renewable-powered electrolysis to split water, still an uncommon process. According to David Tze, CEO of the microbial-protein company NovoNutrients, which is currently working to branch out from industrial fish meal to human food, the segment of the microbial-protein industry powered by hydrogen is likely to set up shop wherever hydrogen is cheapest.

Carbon sources for this technology are likewise varied. If a company wants to use captured waste carbon, it will need to broker relationships with industries to connect its protein factories with those sources. Another alternative, sourcing carbon drawn from the atmosphere using direct air capture, or DAC, is still new, energy intensive, and expensive. For the time being, Air Protein uses the same commercially available carbon dioxide used in sparkling water, and while Solar Foods uses DAC for about 15% of the carbon it needs at its demonstration factory, the rest is sourced commercially. Both companies hope to adjust their carbon sources as they scale, and as DAC becomes more commercially available. 

Even if the bacteria were fed a diet of entirely captured carbon, they wouldn’t be permanently removing it from the atmosphere, since we release carbon when we digest food. Still, Tze says, “we’re giving a second life to CO2, and allowing it to add so much more positive value to the economy.” More important, the bacteria-based products drastically reduce the emissions footprint of protein. According to a 2016 study by the World Resources Institute, producing a single ton of beef creates around 2,400 metric tons of greenhouse-gas emissions. For plant-based sources of protein, like pulses, the number is much less than 300—but for microbial proteins it may ultimately be in the single digits. “If someone can eat a bite of our product instead of a bite of anything else,” Tze says, “it could be one or three orders of magnitude difference.”

Of course, none of this works if microbial protein remains a niche industry, or if the product is too expensive for the average consumer. Even running at capacity, Solar Foods’ demonstration factory can only produce enough protein to provide the entire population of Finland with one meal a year. From a business standpoint, Pitkänen says, that’s good news: There’s plenty of room to grow. But if they hope to make a dent in the long-term sustainability of our food systems, companies like Solar Foods and Air Protein will need to scale up by orders of magnitude too. It remains to be seen if they will be able to meet that challenge—and if consumers will be ready. 

Even though both the process (fermentation) and the material (living microorganisms) are as natural as the world and as old as time, the idea of whipping air and microbes together to make dinner will strike many people as unthinkably weird. Food is cultural, after all—and especially in the US, protein is political. In interviews, Dyson takes pains to call the bacteria behind Air Protein’s process “cultures,” emphasizing the connection to traditional fermented foods like yogurt, beer, or miso. On the Solar Foods website, chic people drink yellow Solein smoothies at tasteful Nordic tables. No bacteria are pictured.

Solar Foods is still awaiting final regulatory approval in the EU and the US, but Solein is already for sale in Singapore, where it’s been whipped into chocolate gelato and hazelnut-­strawberry snack bars. If Singaporeans took issue with eating powdered bacteria, they made little show of it. When it comes to food biotechnology, the most progressive countries in the world are those with the least arable land. Singapore, which imports nearly everything, hopes to meet 30% of its own nutritional needs by 2030. Israel, a semi-arid country with limited landmass, has invested heavily in biomanufacturing, as has the Netherlands, where farmland has been heavily depleted by chemical fertilizers. But even in less constrained countries, “agriculture is on its knees because of climate change,” says Lester, the regulatory expert. “At some point, sadly, we’re just not going to be able to produce food in the traditional way. We do need alternatives. We need government support. We need fundamental policy change in how we fund food.”

This sentiment seems to be resonating in the United States. In September 2022, President Joe Biden signed an executive order to advance biomanufacturing by expanding training, streamlining regulation, and bolstering federal investment in biotechnology R&D, specifically citing “boost[ing] sustainable biomass production” as a key objective. In 2021, the Defense Advanced Research Projects Agency launched the Cornucopia program, asking four research teams—one of which includes Dyson’s company, Air Protein—to create a complete nutrition system, small enough to fit on a Humvee, that can harvest nitrogen and carbon from the air and use it to produce microbial rations in the form of shakes, bars, gels, and jerky. Microbial protein may never be deployed on long-haul space trips as NASA dreams, but it seems that the government is betting it could keep us alive on Spaceship Earth—that is, if the crew doesn’t reject it outright.

Claire L. Evans is a writer and musician exploring ecology, technology, and culture.

Investing in AI to build next-generation infrastructure

The demand for new and improved infrastructure across the world is not being met. The Asian Development Bank has estimated that in Asia alone, roughly $1.7 trillion needs to be invested annually through to 2030 just to sustain economic growth and offset the effects of climate change. Globally, that figure has been put at $15 trillion.

In the US, for example, it is no secret that the country’s highways, railways and bridges are in need of updating. But similar to many other sectors, there are significant shortages in skilled workers and resources, which delays all-important repairs and maintenance and harms efficiency.

This infrastructure gap – the difference between funding and construction – is vast. And while governments and companies everywhere are feeling the strain of constructing an energy efficient and sustainable built environment, it’s proving more than humans can do alone. To redress this imbalance, many organizations are turning to various forms of AI, including large language models (LLMs) and machine learning (ML). Collectively, they are not yet able to fix all current infrastructure problems but they are already helping to reduce costs, risks, and increase efficiency.

Overcoming resource constraints

A shortage of skilled engineering and construction labor is a major problem. In the US, it is estimated that there will be a 33% shortfall in the supply of new talent by 2031, with unfilled positions in software, industrial, civil and electrical engineering. Germany reported a shortage of 320,000 science, technology, engineering, and mathematics (STEM) specialists in 2022 and another engineering powerhouse, Japan, has forecast a deficit of more than 700,000 engineers by 2030. Considering the duration of most engineering projects (repairing a broken gas pipeline for example, can take decades), the demand for qualified engineers will only continue to outstrip supply unless something is done.

Immigration and visa restrictions for international engineering students, and a lack of retention in formative STEM jobs, exert additional constraints. Plus, there is the issue of task duplication which is something AI can do with ease.

Julien Moutte, CTO of Bentley Systems explains, “There’s a massive amount of work that engineers have to do that is tedious and repetitive. Between 30% to 50% of their time is spent just compressing 3D models into 2D PDF formats. If that work can be done by AI-powered tools, they can recover half their working time which could then be invested in performing higher value tasks.”

With guidance, AI can automate the same drawings hundreds of times. Training engineers to ask the right questions and use AI optimally will ease the burden and stress of repetition.

However, this is not without challenges. Users of ChatGPT, or other LLMs, know the pitfalls of AI hallucinations, where the model can logically predict a sequence of words but without contextual understanding of what the words mean. This can lead to nonsensical outputs, but in engineering, hallucinations can sometimes be altogether more risky. “If a recommendation was made by AI, it needs to be validated,” says Moutte. “Is that recommendation safe? Does it respect the laws of physics? And it’s a waste of time for the engineers to have to review all these things.”

But this can be offset by having existing company tools and products running simulations and validating the designs using established engineering rules and design codes which again relieves the burden of having the engineers having to do the validating themselves.

Improving resource efficiency

An estimated 30% of building materials, such as steel and concrete, are wasted on a typical construction site in the United States and United Kingdom, with the majority ending up in landfills, although countries such as Germany and The Netherlands have recently implemented recycling measures. This, and the rising cost of raw materials, is putting pressure on companies to think of solutions to improve construction efficiency and sustainability.

AI can provide solutions to both of these issues during the design and construction phases. Digital twins can help workers spot deviations in product quality even and provide the insights needed to minimize waste and energy output and crucially, save money.

Machine learning models use real-time data from field statistics and process variables to flag off-spec materials, product deviations and excess energy usage, such as machinery and transportation for construction site workers. Engineers can then anticipate the gaps and streamline the processes, making large-scale overall improvements for each project which can be replicated in the future.

“Being able to anticipate and reduce that waste with that visual awareness, with the application of AI to make sure that you are optimizing those processes and those designs and the resources that you need to construct that infrastructure is massive,” says Moutte.

He continues, “The big game changer is going to be around sustainability because we need to create infrastructure with more sustainable and efficient designs, and there’s a lot of room for improvement.” And an important part of this will be how AI can help create new materials and models to reduce waste.

Human and AI partnership

AI might never be entirely error-free, but for the time being, human intervention can catch mistakes. Although there may be some concern in the construction sector that AI will replace humans, there are elements to any construction project that only people can do.

AI lacks the critical thinking and problem-solving that humans excel at, so additional training for engineers to supervise and maintain the automated systems is key so that each side can work together optimally. Skilled workers have creativity and intuition, as well as customer service expertise, while AI is not yet capable of such novel solutions.

With the engineers implementing appropriate guardrails and frameworks, AI can contribute the bulk of automation and repetition to projects, thereby creating a symbiotic and optimal relationship between humans and machines.

“Engineers have been designing impressive buildings for decades already, where they are not doing all the design manually. You need to make sure that those structures are validated first by engineering principles, physical rules, local codes, and the rest. So we have all the tools to be able to validate those designs,” explains Moutte.

As AI advances alongside human care and control, it can help futureproof the construction process where every step is bolstered by the strengths of both sides. By addressing the concerns of the construction industry – costs, sustainability, waste and task repetition – and upskilling engineers to manage AI to address these at the design and implementation stage, the construction sector looks set to be less riddled with potholes.

“We’ve already seen how AI can be used to create new materials and reduce waste,” explains Moutte. “As we move to 2050, I believe engineers will need those AI capabilities to create the best possible designs and I’m looking forward to releasing some of those AI-enabled features in our products.”

This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review’s editorial staff.

Is Your Site Vulnerable to a Google Update?

Google has periodically updated its core algorithm for several years now. Unlike the Panda and Penguin updates a decade ago, core updates have no defined recovery tactics, at least Google will not reveal them.

No site is safe from a Google update; ranking fluctuations are normal. Current Google search guidelines are vague and subjective — “helpful content” and “better usability” are hard to define and do not translate into an actionable strategy.

Yet some sites are impacted more than others. I’ve seen sites that went from thousands of clicks per day to 10.

I’ve analyzed hundreds of sites and their histories with Google updates. Here’s what makes sites the most vulnerable.

Dependence on a Few Pages

Losing traffic is probable if your site relies on two or three pages ranking for high-search-volume keywords,

Diversifying your ranking profile with long-tail keywords is critical. Long-tail queries send fewer clicks, but losing rankings on a few won’t materially impact your overall search visibility.

To achieve this:

  • Don’t limit your strategy to high-search-volume keywords. In my tests, popular SEO platforms detect only about a third of ranking keywords.
  • Create content based on what your followers, readers, and customers discuss — not keywords. Focusing on keywords for editorial decisions leads to fragile ranking profiles.
  • Create descriptive, longer titles, especially for product pages. It will help rank for longer-tail queries.

Stale or Weak Backlink Profile

According to Google’s leaked algorithm documentation, “the freshness” of a link is a huge factor. SEO practitioners have long known that a site cannot maintain rankings without acquiring fresh backlinks.

Sites impacted by last year’s “helpful content” updates had weaker backlink profiles than those that maintained or increased rankings, even with similar themes and content quality.

Certainly content, site speed, and clicks and user experience are key ranking factors. But strong backlink profiles appear to be paramount.

Few or No Brand Signals

I explained last year how to tell if Google recognizes a site as a brand. I always check branding when analyzing sites with big traffic losses. In most cases, an impacted site does not appear to be an entity.

Becoming a recognizable brand is not easy. It takes a lot of time, but it is essential for consistent search visibility. Here are a few strategies for small and midsize businesses.

  • Collaborate with other brands and nonprofits, especially if Google recognizes them as brands. Being associated with entities is the most powerful way to become one.
  • Get nominated for industry awards or speak at conferences — anything to associate with other entities is helpful.
  • Invest in viral marketing and social media ads. Both increase branded search, which is a huge signal to Google.
Merchants’ Guide to Metaverse Platforms

The hype around the metaverse may have cooled, but immersive virtual experiences remain in the early stages with consumers. For brands and merchants, metaverse platforms are worth following as opportunities in these new economies unfold.

Here is a guide to promising virtual worlds for merchants and brands to explore in the year ahead. Some are accessible through virtual reality headsets; others offer social and gaming platforms with virtual lands and digital currencies. All are immersive, drawing consumers into a new realm.

Roblox

Web page for Ikea on Roblox: The Co-Worker Game

Ikea on Roblox: The Co-Worker Game

Roblox is an immersive platform for creating, playing, and connecting through experiences built by a community of creators. It claims nearly 80 million daily users. Recent platform improvements include an expanded marketplace with dynamic pricing, subscriptions within experiences, a rights manager, video ads, and an enhanced ads manager.

Roblox has also made the most progress in developing ecommerce initiatives with brands and merchants. Recently, Ikea opened a store on Roblox and created The Co-Worker Game to promote it and find employees to staff it. Walmart has launched ecommerce experiences within its Discovered world, allowing users to try out virtual items on their avatars and then purchase through a virtual laptop to access Walmart.com. Shopify is integrating its Checkout solution into Roblox, with a larger launch in early 2025. Developers, creators, and brands on Shopify can sell physical items directly within their Roblox games without leaving that platform.

Meta Horizon Worlds

Meta Horizon Worlds is an immersive social experience for exploring, playing, and creating. A Meta product where users can log in with their Facebook accounts, Horizon Worlds is accessible via Meta Quest VR headsets in all 23 countries where those headsets are sold and supported by Meta.

Meta continues to develop the platform. Last year, the company released a series of quality VR games. This summer, Horizon Worlds hosted a concert with Sabrina Carpenter. Meta has tested mixed reality in Horizon Worlds (with plans to make it more widely available).

Microsoft Mesh

Web page for Microsoft Mesh

Microsoft Mesh

Microsoft Mesh is an immersive three-dimensional environment for people to collaborate using Microsoft Teams, a PC, or a Meta headset. Mesh helps users feel that virtual meetings and events are more like face-to-face connections, with or without a headset. The 3D environments are also customizable, with games such as tossing bean bags and icebreaker questions.

Earlier this year Mesh launched its 3D meetings inside Teams. Mesh event hosts can now see attendees’ raised hands and reactions in all rooms across multi-room events (i.e., events exceeding 16 attendees.)

The Sandbox

Web page for The Sandbox

The Sandbox

The Sandbox, launched as a 2D-pixel art game in 2012, is now a 3D environment for world-building games to empower global artists, storytellers, and designers to create, publish, own, and monetize unique content via blockchain technology. Virtual concerts, art exhibitions, and conferences can be attended from anywhere, featuring artists such as Snoop Dogg, DeadMau5, Blondish, and Elvis in The Sandbox. Brands such as Gucci and Adidas are hosting immersive shopping experiences in The Sandbox, with virtual fashion shows, showrooms, and stores. The Sandbox states it has partnered with and assisted more than 200 brands to develop their own worlds.

The Sandbox recently launched its Alpha Season 4. The 10-week in-platform event features over 100 unique experiences, 50 hours of new gameplay, and collaborations with 40 brands alongside user-generated content. Additionally, The Sandbox is offering a reward pool exceeding $2.5 million in value, paid out in Sand, the platform’s native token.

Decentraland

Web page for Decentraland

Decentraland

Decentraland is a virtual 3D world where users buy virtual plots of land as non-fungible tokens using the Mana cryptocurrency, which is based on the Ethereum blockchain. Users can also create and sell wearables. Digital fashion shows, competitions, and themed events are key social activities. Established brands and fashion labels, including Samsung, Adidas, Miller Lite, Dolce & Gabbana, Tommy Hilfiger, and Perry Ellis, have purchased properties or participated.

Decentraland’s upgraded desktop client enters public beta on October 22 with enhancements to its graphics and performance, resulting in faster frame rates and reduced loading times for the virtual world. The upgrade will allow greater avatar density, allowing over 200 avatars in the same place, enhancing the social aspect of the world. The platform also plans to introduce features such as quests and badges to track player progress and promote social engagement. The platform will host a three-day music festival in November to test its new capabilities.

Fortnite

Web page for Fortnite

Fortnite

Fortnite, launched in 2017, is a metaverse platform developed by Epic Games. It supports six game modes: Battle Royale, Save the World, Lego Fortnite, Fortnite Creative, Rocket Racing, and Fortnite Festival. All modes are cross-platform compatible, requiring an Epic Games account to save between platforms. In addition, the modes utilize the Unreal Editor for Fortnite, allowing players to edit worlds using Fortnite assets.

Fortnite has hosted a series of successful collaborations with brands and artists, including Lego, Marvel, the NFL, Eminem, and Travis Scott. Earlier this year, Disney announced a multiyear project with Epic Games to build a games and entertainment universe of Disney stories and experiences, along with Disney’s $1.5 billion investment for an equity stake in the developer. The new universe will offer many opportunities for consumers to play, watch, shop, and engage with content, characters, and stories from Disney, Pixar, Marvel, Star Wars, Avatar, and more. Players, gamers, and fans can create their own stories and experiences, express their fandom, and share content.

Somnium Space

Web page for Somnium Space

Somnium Space

Somnium Space is an open-source virtual reality world running on the Ethereum blockchain. Users can discover and purchase land parcels on the main or parallel worlds to build and create a business office, an art gallery, an event hall, a place to socialize, a virtual portfolio to display work, and more. Accessible from VR, PC, and the web, Somnium Space is an alternate reality to connect with friends, customers, and even fans.

Somnium Space recently began taking orders for its next-generation VR headset, Somnium VR1, which claims the widest undistorted field view of any consumer headset. Somnium Space is also testing a Live Forever Mode to immortalize individuals through AI-powered avatars that replicate voice, mannerisms, and movement with just 30 minutes of observation. The mode is intended to enable interactions with mirrored avatars of deceased loved ones.

The Readyverse

Web page for The Readyverse

The Readyverse

The Readyverse is a pending interactive digital world that will bring the Ready Player One movie and fiction series franchise to the metaverse in Web3 (i.e., a decentralized web). The project is from the metaverse-focused Readyverse Studios in partnership with Warner Bros. Discovery. Additional brands and franchises joining The Readyverse will launch in late 2024.

Readyverse Studio recently launched Promptopia, combining multiplayer gameplay with real-time AI asset generation. It allows users to build, share, and play in a world shaped by their own ideas, built inside the Readyverse.

Nvidia Omniverse

Nvidia Omniverse is a platform of APIs, SDKs, and services that enable developers to integrate Universal Scene Description (OpenUSD) and RTX rendering technologies (variable shading and textures), powering 3D product configurators to enhance customers’ shopping experiences. Earlier this year, Nvidia debuted a new omniverse-based workflow integrated with Apple Vision Pro, displaying Nvidia’s RTX cloud renderings in real-time, blending 3D photorealistic environments with the physical world.

My Happy Place: Bandwagon and McDonald’s Singapore

Bandwagon Labs, the tech division of Asia-based media company Bandwagon, partnered with McDonald’s Singapore to launch My Happy Place. This in-app experience uses Bw.land, Bandwagon’s lightweight metaverse with Web3 capabilities. McDonald’s world combines virtual entertainment through Build-A-Burger and Wheel Of Deals with tangible rewards, enabling users to redeem real-life deals and prizes. The partnership enables McDonald’s to have full control over its virtual environment. Users can access the McDonald’s app without signing in with their digital wallet. The launch follows last year’s collaboration, launching 2,000 Grimace NFTs as limited edition collectibles.