Holiday SEO Pitfalls To Avoid: Common Mistakes And How To Fix Them via @sejournal, @wburton27

With the holiday approaching fast, it’s time to go through holiday SEO pitfalls and learn how to avoid and fix them.

Salesforce predicts a 2% year-over-year global sales growth for November and December, totaling $1.19 trillion, with U.S. sales expected to reach $277 billion – also up 2% from last year.

With people holding on to their wallets and watching every penny, you must fight for every dollar.

Make sure you have a solid holiday SEO strategy to win, especially since there are five fewer shopping days between Thanksgiving and Christmas compared to 2023.

Plus, Google is getting more competitive and pushing organic results further down the page.

Mistake #1: Late Planning And Implementation

Some businesses wait until November or December to start building their holiday SEO strategy, which does not leave a lot of time to get new content indexed and ranked.

The Solution

Start holiday SEO planning three to four months in advance.

If you’re planning your holiday content in November and expect to rank in December for “Christmas Holiday gifts” with a brand new page, it is not going to happen. You should build out a page way in advance.

Create a content calendar focusing on your top products, guides, and helpful content. Look at last year’s sales and analytics data to show you what products sold the most and bought in the most revenue.

This will also help your company decide what items you should keep in stock based on previous order history.

Implement technical SEO updates like making sure your pages load as quickly as possible and your shopping cart process is smooth, quick, and easy to add new products or delete old or out-of-stock items.

Use historical data and SEO tools like Exploding Topics and Google Trends to predict trending topics and make sure you have helpful and useful content that is original, unique, and engaging.

Mistake #2: Lack Of An Integrated Strategy

Some businesses rely on organic search as the only channel to bring traffic.

Unfortunately, organic search is getting pushed down the fold due to AI overviews, paid search, and other factors.

In order to be successful, you must have an integrated strategy that works with paid search, social, and video.

Also, start thinking of SEO as “search engine everywhere” to maximize your website’s visibility across all digital marketing channels. This can drive more organic traffic, better visibility, and a consistent brand message, boosting sales and leads across all platforms and customer touchpoints.

The Solution

Get support from relevant stakeholders and decision-makers by showing them data on organic, paid, and how other channels work together to drive performance.

Share data and content plans. If you’re building content and new landing pages, let SEO optimize it, share learnings to incorporate into paid search ad copy, and vice versa. Also, the content should be shared on social channels to drive organic and social performance.

Plus, implement an omnichannel approach to show the value of an integrated strategy.

Mistake #3: Poor URL Structure For Seasonal Content

Some businesses create new URLs every year for holiday content, which is not a recommended practice because you will have to set up redirects, secure backlinks, and gain authority.

The Solution

Use evergreen URLs (e.g., /holiday-gift-guide instead of /holiday-gift-guide-2024), and do not change the URL strategy. Keep it consistent all the time.

Update existing content and landing pages rather than creating new URLs.

Implement 301 redirects from old holiday URLs to new URLs to transfer some equity to the new URLs.

Maintain consistent internal linking structure to reinforce important pages and help search engines understand your site structure.

Mistake #4: Poor Category And Filter Optimization

Do not allow Google and other search engines to index duplicate content from multiple filter combinations and category pages.

The Solution

Use canonical tags to inform Google that this is the specified version of the page or implement robots.txt directives for filtered pages for the search engines to ignore.

Update and optimize your titles and metadata with unique and original content.

Create unique content for the main category pages. Think outside the box and offer content that provides value to end users and meets their intent.

For example, if you have a category page about Christmas gifts for 5-year-olds, make sure you have a video, imagery, and questions that people are asking, and you’re optimized for shopping results since that is a transactional keyword.

For instance, REI does a great job at making sure the filter content has a canonical tag on it.

Screenshot from REI Shop, November 2024

Mistake #5: Not Optimizing For Local

Local searches are particularly important, especially during the holidays, as 42% of Google searches have local intent.

Google places a strong emphasis on local relevance in its search results to provide users with the most helpful information based on their location.

If your local search is not optimized, you’re missing an opportunity to get in front of your local audience during the holiday season when local queries begin to spike.

The Solution

Optimize your local listings and make sure your local assets are filled out with detailed business information, high-quality photos, regular updates, and actively respond to customer reviews.

Update holiday business hours to make sure that customers know when you’re open and when you’re not.

Create location-specific landing pages to give your site a chance to rank for location-based searches (e.g., [Surprise dolls near Fargo North Dakota]).

Optimize local holiday keywords and maintain consistent NAP (Name, Address, Phone) information across search engines and directories.

Encourage holiday-specific reviews by asking customers if they like your product or the experience they had shopping at your online store.

Mistake #6: Lack Of High-Quality Content

If you’re a brand with thousands or millions of pages or working on a small team, you have a lot on your plate and may rush to create holiday content.

Rushing content just to get it out there may result in low-quality content that does not demonstrate experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).

Additionally, if you do not have high-quality content that is people first, you run the risk of getting hit by a core algorithm update.

The Solution

Create comprehensive gift guides that are unique and offer value to end users. For example, you can break down gift guides for men, women, kids, grandparents, etc.

Develop unique product descriptions that are different from those of your competitors.

Oftentimes, when a brand sells the same product as competitors, the product description is identical. Search what questions people ask about that product and include it in your descriptions or your page.

Update existing content with fresh information, surveys, information, and links or mentions to high-authoritative sites. Always create people-first content that is helpful and useful as opposed to creating content that is not natural.

Prioritize and plan. You may not get to everything, but if you can cover off on the biggest money makers, you will be in decent shape if you move the needle and drive high-quality traffic that converts.

Conduct keyword research and competitor analysis to help inform content strategy.

Speak to the current year and relevant trends in your holiday SEO content, like “2024 Best Holiday Gifts.”

Mistake #7: Technical SEO Oversight

We all know mistakes can happen, especially during holidays, when you get a lot of traffic.

The Solution

Have an always-on technical approach. Monitor and optimize site speed.

If you see that your top product page loads slowly, try to fix it right away to drive more sales and traffic.

Implement product and breadcrumb schema on your holiday products to give Google more information about your content.

Ensure proper handling of out-of-stock items so customers know what to expect and when the items will be back in stock.

If you have 404 error pages, fix them, make sure the URLs are 200, and load the content people came to your site for.

Mistake #8: Poor Internal Linking Strategy

Internal linking is essential during this season and can reinforce important pages, especially holiday-specific pages and promotions.

The Solution

Create a holiday hub page and update navigation to feature seasonal categories that do not change.

Mark it up using breadcrumb schema, so Google will understand your site navigation.

Have strong CTAs to drive more traffic and sales of your products, especially if you’re using discounts, e.g., Unlock 30% off just for you!

You may also link between holiday-related content. For example, red baseball hats can have an internal link to pink baseball hats because they are close enough in color.

Mistake #9: Ignoring Historical Data

Not utilizing last year’s data to inform your current holiday SEO strategy could lead to missed opportunities.

The Solution

Analyze last year’s top-performing pages using Google Analytics 4 or other analytics tools. This will help you prioritize your SEO efforts.

Review historical keyword trends. Make sure you have the content and assets to be relevant for those terms this year.

Identify successful promotional strategies used last year that you can incorporate this year to drive better engagement and more sales.

Use analytics data to predict inventory demands and have a strategy for out-of-stock items or a surge in sales.

Mistake #10: Inadequate Performance Monitoring

Some websites do not have proper tracking set up for the holiday season.

We all know that GA4 is cumbersome, so work with your analytics team to make sure GA4 is set up correctly, tracking events and attributing correctly to organic research.

The Solution 

Conduct an analytics audit and data review with your team. Track performance metrics, monitor competitors’ activities, test your content, and have a plan in place for traffic spokes.

Mistake #11: Poor Mobile Optimization

With the majority of U.S. consumers using their mobile phones to shop on Amazon and other big box retailers, having a poorly optimized mobile site can hurt rankings and conversions.

The Solution

Make sure your site is optimized, provides a good mobile experience, loads quickly, and has a quick and easy checkout process.

Wrapping Up

With the holidays approaching, early planning is critical to SEO success.

Optimize for mobile and local, and make sure your site has a strong technical foundation.

Build out high-quality, people-first content that is helpful, and use historical data to predict trends from the previous year.

SEO is not about rankings; it’s about providing users with useful content and a seamless user experience. Adopting these strategies will help convert seasonal traffic into sales while building long-term SEO value for your site.

More Resources:


Featured Image: maxbelchenko/Shutterstock

TikTok’s Fight for Survival: The Latest Updates and Impacts on Advertisers via @sejournal, @brookeosmundson

TikTok isn’t going down without a fight.

On December 9, 2024, TikTok filed an emergency motion to block a law that could ban the app nationwide by January 2025.

This move is their latest attempt to keep the app accessible to its 170 million U.S. users and prevent chaos for the brands and advertisers who rely on the platform to connect with audiences.

TikTok’s argument? A ban isn’t just extreme—it’s unnecessary.

The company insists it has already taken steps to protect user data and comply with security concerns, pointing out that shutting down operations would harm not just them but also the advertisers, creators, and businesses who’ve made TikTok an essential part of their strategies.

TikTok’s Emergency Motion for Injunction

TikTok filed for an emergency motion for injunction Monday morning, seeking to temporarily block the enforcement of a U.S. law that mandates ByteDance to sell its American operations or face a nationwide ban.

TikTok is asking for this injunction to stay the ban while it appeals the court’s decision to the Supreme Court.

In its motion, TikTok argued that the potential ban would cause irreparable harm not only to the company, but also to its U.S. users, many of whom rely on the platform for business, entertainment, and livelihood.

The company emphasized that advertisers and brands would face significant disruptions, losing access to an audience that has become a cornerstone of modern digital marketing strategies.

TikTok also maintained that the U.S. government’s concerns about national security could be addressed without such extreme measures, asserting that it has made significant efforts to ensure data security and operational transparency.

What Prompted the Emergency Response?

TikTok’s emergency motion comes after a rough few weeks.

On December 6, 2024, a federal appeals court upheld the Protecting Americans from Foreign Adversary Controlled Applications Act. This law demands that ByteDance sell TikTok’s U.S. operations by January 19, 2025—or risk an outright ban.

The reasoning behind the law isn’t new. Lawmakers argue TikTok’s ties to China pose a risk to national security, raising fears that sensitive user data could fall into the wrong hands.

TikTok has repeatedly denied these claims and pointed to efforts like “Project Texas,” which promises to store all U.S. user data on American soil. Still, skepticism remains high.

What makes this latest ruling a game-changer is that it leaves TikTok with little room to maneuver.

The emergency motion aims to delay the ban and give the Supreme Court time to weigh in. But with the clock ticking, the stakes couldn’t be higher.

Background on the Potential TikTok Ban in the United States

The saga of a potential TikTok ban has been unfolding for years. In 2020, the previous presidential administration attempted to ban TikTok over similar national security concerns, but those efforts were blocked by courts.

Since then, lawmakers on both sides of the aisle have introduced measures to address what they see as risks associated with TikTok’s Chinese ownership.

In April 2024, Congress passed the Protecting Americans from Foreign Adversary Controlled Applications Act, which set a 270-day deadline for ByteDance to divest TikTok’s U.S. operations or face a ban.

While TikTok has consistently opposed these measures, citing its efforts to safeguard user data through initiatives like “Project Texas,” lawmakers have remained skeptical.

The recent appeals court decision has brought this issue to a critical juncture. If the ban is implemented, it would mark the most significant regulatory action against a social media platform in U.S. history, affecting millions of users and reshaping the digital advertising ecosystem.

What This Could Mean for Advertisers

Let’s not sugarcoat it: a TikTok ban would be a massive headache for advertisers.

The platform has redefined how brands engage with audiences, especially Gen Z and Millennials. Its short-form video format, trend-driven content, and sky-high engagement rates have made TikTok a favorite for brands big and small.

Here’s what advertisers could face if the ban moves forward:

  • Campaign Chaos: All those carefully planned TikTok campaigns? They’d be paused—or worse, canceled. That’s wasted ad spend and lost momentum.
  • Rebuilding on New Platforms: TikTok’s unique culture isn’t something you can replicate overnight. While platforms like Instagram Reels and YouTube Shorts offer alternatives, they don’t have the same vibe—or the same audience.
  • Budget Reallocations: Brands will have to decide where to funnel their TikTok budgets, which might mean experimenting with platforms they’ve never used before. Spoiler alert: that’s not always a smooth transition.

Smaller businesses and creators could feel the squeeze the most. For many of them, TikTok isn’t just another platform—it’s the platform driving sales and visibility.

Without it, they’ll face the uphill battle of finding new ways to connect with audiences.

The Legal Battle Isn’t Over

As TikTok fights for survival, advertisers and brands are left wondering: what now?

For starters, this is a wake-up call to diversify your digital marketing strategy. TikTok might be your bread and butter today, but no platform is guaranteed.

Whether it’s a ban, algorithm changes, or shifting user trends, having all your eggs in one basket is always risky.

For now, the best move is to stay informed and be ready to pivot. Keep an eye on what the Supreme Court decides in the coming months and start exploring alternative platforms if you haven’t already.

While the future of TikTok in the U.S. hangs in the balance, one thing is clear: adaptability will be the key to weathering whatever comes next.

Google’s Updated Crawler Guidance Recommends ETags via @sejournal, @martinibuster

Google announced an update to their crawler documentation, adding more information about caching which should help better understand how to optimize for Google’s crawler. By following the new guidelines on implementing proper HTTP caching headers, SEOs and publishers can improve crawling efficiency and optimize server resources.

Updated Crawler Documentation

The crawler documentation now has a section that explains how Google’s crawlers use HTTP caching mechanisms that help to conserve computing resources for both publishers and Google during crawling.

Additions to the documentation significantly expand on the prior version.

Caching Mechanisms

Google recommends enabling caching with headers like ETag and If-None-Match, as well as optionally Last-Modified and If-Modified-Since, to signal whether content has changed. This can help reduce unnecessary crawling and save server resources, which is a win for both publishers and Google’s crawlers.

The new documentation states:

“Google’s crawling infrastructure supports heuristic HTTP caching as defined by the HTTP caching standard, specifically through the ETag response- and If-None-Match request header, and the Last-Modified response- and If-Modified-Since request header.”

Google’s Preference For Preference for ETag

Google recommends using ETag over Last-Modified because ETag is less prone to errors like date formatting issues and provides more precise content validation. It also explains what happens if both ETag and Last-Modified response headers are served:

“If both ETag and Last-Modified response header fields are present in the HTTP response, Google’s crawlers use the ETag value as required by the HTTP standard.”

The new documentation also states that other HTTP caching directives are not supported.

Variable Support Across Crawlers

The new documentation explains that support for caching differs among Google’s crawlers. For example, Googlebot supports caching for re-crawling, while Storebot-Google has limited caching support.

Google explains:

“Individual Google crawlers and fetchers may or may not make use of caching, depending on the needs of the product they’re associated with. For example, Googlebot supports caching when re-crawling URLs for Google Search, and Storebot-Google only supports caching in certain conditions”

Guidance On Implementation

Google’s new documentation recommends contacting hosting or CMS providers for assistance. It also suggests (but doesn’t require) that publishers set the max-age field of the Cache-Control response header in order to help crawlers know when to crawl specific URLs.

Entirely New Blog Post

Google has also published a brand new blog post:

Crawling December: HTTP caching

Read the updated documentation:

HTTP Caching

Featured Image by Shutterstock/Asier Romero

Google Product Studio Rolls Out To Additional Countries via @sejournal, @brookeosmundson

Google just expanded Google Product Studio, its AI-powered tool for creating better product images, to more countries.

Originally launched in May 2023, this handy feature is built right into Merchant Center Next, the revamped hub for managing product listings.

It’s a game-changer for small to medium-sized businesses (SMBs) and retailers looking to level up their visuals without breaking the bank—or spending hours in photo editing software.

What Is Google Product Studio?

At its core, it’s a tool that uses generative AI to help businesses enhance their product photos.

Whether you’re trying to grab attention in Shopping ads, make your images pop on organic search, or just keep up with competitors, this tool makes it quick and easy.

So, why should you care about Google Product Studio?

Well, let’s face it: consumers judge products by their visuals, and not everyone has the budget for professional photoshoots. That’s where Google Product Studio comes in, offering features like:

  • Background Removal and Replacement: Transform a cluttered image into a clean, professional-looking shot—or swap in a themed background for a seasonal promo.
  • Image Upscaling: Say goodbye to pixelated photos. Product Studio can upscale low-resolution images to make them shine.
  • Seasonal and Thematic Overlays: Want to add a holiday vibe or showcase a specific theme? It’s as simple as a few clicks.

Additionally, Product Studio now supports video generation, which launched just a few months ago.

These tools are especially useful for advertisers who need their listings to look polished without a lot of extra effort. Better visuals mean better click-through rates, which helps improve overall conversions and sales.

Where is Google Product Studio Available Now?

Until recently, Product Studio was only available in select regions, but this latest expansion means more merchants can now access it.

As of today, Product Studio is available in 15 new countries, including:

  • Czech Republic
  • Denmark
  • Finland
  • Greece
  • Hungary
  • Ireland
  • Mexico
  • New Zealand
  • Norway
  • Portugal
  • Romania
  • Slovakia
  • Sweden
  • Turkey
  • Ukraine

With this expansion, Product Studio is now available in 30 countries, which has already been made available previously to:

  • Australia
  • Austria
  • Belgium
  • Brazil
  • Canada
  • Germany
  • India
  • Italy
  • Japan
  • Netherlands
  • Poland
  • Spain
  • Switzerland
  • United Kingdom
  • United States

The Continued Expansion of AI

In a world where e-commerce competition keeps heating up, Product Studio is a lifeline for retailers who want to stay ahead.

Better images don’t just look good—they drive results. And with this expansion, more merchants worldwide can take advantage of Google’s AI magic to bring their product listings to life.

As e-commerce continues to evolve, tools like this make it easier than ever to keep up—and stand out.

Google expects to roll out Product Studio to additional countries in the following months.

The world’s next big environmental problem could come from space

Early on a Sunday morning in September, a team of 12 sleep-deprived, jet-lagged researchers assembled at the world’s most remote airport. There, on Easter Island, some 2,330 miles off the coast of Chile, they were preparing for a unique chase: a race to catch a satellite’s last moments as it fell out of space and blazed into ash across the sky.

That spacecraft was Salsa, one of four satellites that were part of the European Space Agency (ESA) Cluster constellation. Salsa and its counterparts had been studying Earth’s magnetic field since the early 2000s, but its mission was now over. Months earlier, the spacecraft had been set on a spiral of death that would end with a fiery disintegration high up in Earth’s atmosphere about a thousand miles away from Easter Island’s coast.

Now, the scientists were poised to catch this reentry as it happened. Equipped with precise trajectory calculations from ESA’s ground control, the researchers took off in a rented business jet, with 25 cameras and spectrometers mounted by the windows. The hope was that they’d be able to gather priceless insights into the physical and chemical processes that occur when satellites burn up as they fall to Earth at the end of their missions.

Researchers were able to monitor the reentry of Cluster Salsa from a rented business jet.

This kind of study is growing more urgent. Some 15 years ago, barely a thousand satellites orbited our planet. Now the number has risen to about 10,000, and with the rise of satellite constellations like Starlink, another tenfold increase is forecast by the end of this decade. Letting these satellites burn up in the atmosphere at the end of their lives helps keep the quantity of space junk to a minimum. But doing so deposits satellite ash in the middle layers of Earth’s atmosphere. This metallic ash can harm the atmosphere and potentially alter the climate. Scientists don’t yet know how serious the problem is likely to be in the coming decades.

The ash from the reentries contains ozone-damaging substances. Modeling studies have shown that some of its components can also cool down Earth’s stratosphere, while others can warm it. Some worry that the metallic particles could even disrupt Earth’s magnetic field, obscure the view of Earth-observing satellites, and increase the frequency of thunderstorms.

“We need to see what kind of physics takes place up there,” says Stijn Lemmens, a senior analyst at ESA who oversaw the campaign. “If there are more [reentering] objects, there will be more consequences.”

A community of atmospheric scientists scattered all over the world is awaiting results from these measurements, hoping to fill major gaps in their understanding. 

The Salsa reentry was only the fifth such observation campaign in the history of spaceflight. The previous campaigns, however, tracked much larger objects, like a 19-ton upper stage from an Ariane 5 rocket.  

Cluster Salsa, at 550 kilograms, was quite tiny in comparison. And that makes it of special interest to scientists, because it’s spacecraft of this general size that will be increasingly crowding Earth orbit in the coming years.

The downside of mega-constellations

Most of the forecasted growth in satellite numbers is expected to come from satellites roughly the same size as Salsa: individual members of mega-constellations, designed to provide internet service with decent speed and latency to anyone, anywhere.

SpaceX’s Starlink is the biggest of these. Currently consisting of about 6,500 satellites, the fleet is expected to mushroom to more than 40,000 at some point in the 2030s. Other mega-constellations, including Amazon Kuiper, France-based E-Space, and the Chinese projects G60 and Guowang, are in the works. Each could encompass several thousand satellites, or even tens of thousands. 

Mega-constellation developers don’t want their spacecraft to fly for two or three decades like their old-school, government-funded counterparts. They want to replace these orbiting internet routers with newer, better tech every five years, sending the old ones back into the atmosphere to burn up. The rockets needed to launch all those satellites emit their own cocktail of contaminants (and their upper stages also end their life burning up in the atmosphere).

The amount of space debris vaporizing in Earth’s atmosphere has more than doubled in the past few years, says Jonathan McDowell, an astronomer at the Harvard-Smithsonian Center for Astrophysics who has built a second career as a leading space debris tracker..

“We used to see about 50 to 100 rocket stages reentering every year,” he says. “Now we’re looking at 300 a year.” 

In 2019, some 115 satellites burned up in the atmosphere. As of late November, 2024 had already set a new record with 950 satellite reentries, McDowell says.

The mass of vaporizing space junk will continue to grow in line with the size of the satellite fleets. By 2033, it could reach 4,000 tons per year, according to estimates presented at a workshop called Protecting Earth and Outer Space from the Disposal of Spacecraft and Debris, held in September at the University of Southampton in the UK.

Crucially, most of the ash these reentries produce will remain suspended in the thin midatmospheric air for decades, perhaps centuries. But acquiring precise data about satellite burn-up is nearly impossible, because it takes place in territory that is too high for meteorological balloons to measure and too low for sounding instruments aboard orbiting satellites. The closest scientists can get is remote sensing of a satellite’s final moments.

Changing chemistry

None of the researchers aboard the business jet turned scientific laboratory that took off from Easter Island in September got to see the moment when Cluster Salsa burst into a fireball above the deep, dark waters of the Pacific Ocean. Against the bright daylight, the fleeting explosion appeared about as vivid as a midday full moon. The windows of the plane, however, were covered with dark fabric (to prevent light reflected from inside to skew the measurements), allowing only the camera lenses to peek out, says Jiří Šilha, CEO of Slovakia-based Astros Solutions, a space situational awareness company developing new techniques for space debris monitoring, which coordinated the observation campaign.

“We were about 300 kilometers [186 miles] away when it happened, far enough to avoid being hit by any remaining debris,” Šilha says. “It’s all very quick. The object reenters at a very high velocity, some 11 kilometers [seven miles] per second, and disintegrates 80 to 60 kilometers above Earth.”

nfographic that describes the reentry of the first of four Cluster satellites

ESA

The instruments collected measurements of the disintegration in the visible and near-infrared part of the light spectrum, including observations with special filters for detecting chemical elements including aluminum, titanium, and sodium. The data will help scientists reconstruct the satellite breakup process, working out the altitudes at which the incineration takes place, the temperatures at which it occurs, and the nature and quantity of the chemical compounds it releases.

The dusty leftovers of Cluster Salsa have by now begun their leisurely drift through the mesosphere and stratosphere—the atmospheric layers stretching at altitudes from 31 to 53 miles and 12 to 31 miles, respectively. Throughout their decades-long descent, these ash particles will interact with atmospheric gases, causing mischief, says Connor Barker, a researcher in atmospheric chemical modeling at University College London and author of a satellite air pollution inventory published in early October in the journal Scientific Data

Satellite bodies and rocket stages are mostly made of aluminum, which burns into aluminum oxide, or alumina—a white, powdery substance known to contribute to ozone depletion. Alumina also reflects sunlight, which means it could alter the temperature of those higher atmospheric layers.

“In our simulations, we start to see a warming over time of the upper layers of the atmosphere that has several knock-on effects for atmospheric composition,” Barker says. 

For example, some models suggest the warming could add moisture to the stratosphere. This could deplete the ozone layer and could cause further warming, which in turn would cause additional ozone depletion.

The extreme speeds of reentering satellites also produces “a shockwave that compresses nitrogen in the atmosphere and makes it react with oxygen, producing nitrogen oxides,” says McDowell. Nitrogen oxides, too, damage atmospheric ozone. Currently, 50% of the ozone depletion caused by satellite burn-ups and rocket launches comes from the effects of nitrogen oxides. The soot that rockets produce alters the atmosphere’s thermal balance too.

In some ways, high-altitude atmospheric pollution is nothing new. Every year, about 18,000 tons of meteorites vaporize in the mesosphere. Even 10 years from now, if all planned mega-constellations get developed, the quantity of natural space rock burning up during its fall to Earth will exceed the amount of incinerated space junk by a factor of five.

That, however, is no comfort to researchers like McDowell and Barker. Meteorites contain only trace amounts of aluminum, and their atmospheric disintegration is faster, meaning they produce less nitrogen oxide, says Barker. 

“The amount of nitrogen oxides we’re getting [from satellite reentries and rocket launches] is already at the lower end of our yearly estimates of what the natural emissions of nitrogen oxides [from meteorites] are,” said Barker. “It’s certainly a concern, because we might soon be doing more to the atmosphere than naturally occurs.”

The annual amount of alumina from satellite reentries is also already approaching that arising from incinerated meteorites. Under current worse-case scenarios, the human-made contribution of this pollutant will be 10 times the amount from natural sources by 2040.

Impact on Earth?

What exactly does all this mean for life on Earth? At this stage, nobody’s certain. Studies focusing on various components of the air pollution cocktail from satellite and rocket activity are trickling in at a steady rate. 

Barker says computer modeling puts the current contribution of the space industry to overall ozone depletion at a minuscule 0.1%. But how much this share will grow 10, 20, or 50 years from now, nobody knows. There are way too many uncertainties in this equation, including the size of the particles—which will affect how long they will take to sink—and the ratio of particles to gaseous by-products.

“We have to make a decision, as a society, whether we prioritize reducing space traffic or reducing emissions,” Barker says. “A lot of these increased reentry rates are because the global community is doing a really good job of cleaning up low-Earth-orbit space debris. But we really need to understand the environmental impact of those emissions so we can decide what is the best way for humanity to deal with all these objects in space.”

A ground antenna captured radar data of some of the final moments of the ESA satellite Aeolus, as it reentered Earth’s atmosphere in July 2023.
FRAUNHOFER FHR

The disaster of 21st-century climate change was set in motion when humankind began burning fossil fuels in the mid-19th century. Similarly, it took 40 years for chlorofluorocarbons to eat a hole in Earth’s protective ozone layer. The contamination of Earth by so-called forever chemicals—per-and polyfluoroalkyl substances used in manufacturing nonstick coatings and firefighting foams—started in the 1950s. Researchers like McDowell are concerned the story may repeat yet again.

“Humanity’s activities in space have now gotten big enough that they are affecting the space environment in a similar way we have affected the oceans,” McDowell says. “The problem is that we’re making these changes without really understanding at what stage these changes will become concerning.”

Previous observation campaigns mostly analyzed the physical disintegration of reentering satellites. With the Cluster constellation, scientists hope to begin unraveling the chemical side of this elusive process. For researchers like Barker, that means finally getting data that could validate and further improve their models. The Cluster constellation will provide three more opportunities to fill the blanks in this environmental puzzle when the siblings of Salsa reenter in 2025 and 2026. 

“The great thing with Cluster is that we have four satellites that are identical and that we know every detail about,” says Šilha. “It’s a scientist’s dream, because we can repeat the experiment and learn from every previous campaign.”

OpenAI’s “12 days of shipmas” tell us a lot about the AI arms race

This week, OpenAI announced what it calls the 12 days of OpenAI, or 12 days of shipmas. On December 4, CEO Sam Altman took to X to announce that the company would be “doing 12 days of openai. each weekday, we will have a livestream with a launch or demo, some big ones and some stocking stuffers.”

The company will livestream about new products every morning for 12 business days in a row during December. It’s an impressive-sounding (and media-savvy) schedule, to be sure. But it also speaks to how tight the race between the AI bigs has become, and also how much OpenAI is scrambling to build more revenue.

While it remains to be seen whether or not they’ve got AGI in a pear tree up their sleeve, and maybe putting aside whether or not Sam Altman is your true love, the man can ship. OpenAI has been a monster when it comes to actually getting new products out the door and into the hands of users. It’s hard for me to believe that it was just two years ago, almost exactly, that it released ChatGPT. That was a world-changing release, but was also just one of many. The company has been on an absolute tear:  Since 2022, it’s shipped DALL-E 2, DALL-E 3, GPT-4, ChatGPT Plus, a realtime API, GPT-4o, an advanced voice mode, a preview version of a new model called o1, and a web search engine. And that’s just a partial list.

When it kicked off its 12-days shenanigans on Thursday, it was with an official roll out of OpenAI o1 and a new, $200-per-month service called ChatGPT Pro. Friday morning, it followed that up with an announcement about a new model customization technique.

If the point you have taken away from all this is that OpenAI is very, very bad at naming things, you would be right. But! There’s another point to be made, which is that the stuff it is shipping is not coming out in a vacuum anymore, as it was two years ago. When DALL-E 2 shipped, OpenAI seemed a little like the only game in town. That was still mostly true when ChatGPT came out a few months later. But those releases sent Google into full-on freakout mode, issuing a “code red” to catch up. And then it was off to the races.

Now, there is a full-scale sprint happening between OpenAI, Google (which released its Gemini models to the public almost exactly a year ago), Anthropic (which was founded by a bunch of OpenAI formers), Meta, and, to some extent, Microsoft (OpenAI’s partner).

To wit: A little over a month ago, Anthropic unveiled a bananas demo of its chatbot Claude’s ability to use a computer. On Thursday (aka: the first day of shipmas), Microsoft announced a version of CoPilot that can follow along with you while you browse the web using AI vision. And ahead of what is widely predicted to be OpenAI’s biggest release of shipmas, its new video generation tool Sora, Google jumped ahead with its own generative video product, Veo (although it has not released it widely to the public yet).

Oh. There was also one other announcement from OpenAI, just ahead of shipmas, that seems relevant. On Wednesday, it announced a new partnership with defense contractor Anduril. Some of you may remember that OpenAI is the company that had once pledged not to let its technology be used for weapons development or the military. As James O’Donnell points out, “OpenAI’s policies banning military use of its technology unraveled in less than a year.”

This is notable in its own right, but also in crystallizing just how much OpenAI needs cold hard cash. See also: the new $200-per-month ChatGPT Pro tier. (And while recurring revenue from users will bring in some much-needed cash flow, there is a fortune in defense spending.) In addition, the company is looking into bringing paid advertisements to its services, according to its CFO Sarah Friar in an interview with the FT way back in … (checks watch) … Monday.

As has been oft-discussed, OpenAI is just incinerating piles of money. It’s on track to lose billions and billions of dollars for several more years. It has to start bringing in more revenue, lots more. And to do that it has to stay ahead of its rivals. And to do that, it has to get new, compelling products to market that are better in some way than what its competitors offer. Which means it has to ship. And monetize. And ship. And monetize. Because Google and Anthropic and Meta and a host of others are all going to keep coming out with new products, and new services too.

The arms race is on. And while the 12 days of shipmas may seem jolly, internally I bet it feels a lot more like Santa’s workshop on December 23. Pressure’s on. Time to deliver.

If someone forwarded you this edition of The Debrief, you can subscribe here. I appreciate your feedback on this newsletter. Drop me a line at mat.honan@technologyreview.com with any and all thoughts. And of course, I love tips.


Now read the rest of The Debrief

The News

• Bitcoin breaks $100,000 after Trump announces Paul Atkins as SEC pick. 

• China’s critical mineral ban is an opening salvo, not a kill shot. This is what it means for the US.

• OpenAI announced a deal with defense contractor Anduril. It’s a huge pivot

• In an effort to combat sophisticated disinformation campaigns, the US Department of Defense is investing in deepfake detection

• President-elect Trump names PayPal Mafia member, All-in Podcast host, and former Yammer CEO David Sacks as White House AI and crypto Czar

• An appeals court upheld the US’ TikTok ban. It’s likely going to the Supreme Court.


The Chat

Every week, I talk to one of MIT Technology Review’s journalists to go behind the scenes of a story they are working on. This week, I hit up Amanda Silverman, our features and investigations editor, about our big story on the way the war in Ukraine is reshaping the tech sector in eastern Europe.

Mat: Amanda, we published a story this week from Peter Guest that’s about the ways civilian tech is being repurposed for the war in Ukraine. I could be wrong, but ultimately I think it showed how warfare has truly changed thanks to inexpensive, easily-built tech products. Is that right?

Amanda: I think that’s pretty spot on. Though maybe it’s more accurate to say, less expensive, more-easily-built tech products. It’s all relative, right? Like, the retrofitted consumer drones that have been so prevalent in Ukraine over the past few years are vastly cheaper than traditional weapons systems, and what we’re seeing now is that lots of other tech that was initially developed for civilian purposes—like, Pete reported on a type of scooter—are being sent to the front. And again, these are much, much cheaper than traditional weaponry. And they can be developed and shipped out really quickly.

The other thing Pete found was that this tech is being quickly reworked to respond to battlefield feedback—like that scooter has been customized to carry NATO standard-sized bullet boxes. I can’t imagine that happening in the old way of doing things.

Mat: It’s move fast and (hope not to) break things, but for war…. There is also this other, much scarier idea in there, which is that the war is changing, maybe has changed, Eastern Europe’s tech sector. What did Pete find is happening there?

Amanda: So a lot of the countries neighboring Ukraine are understandably pretty freaked out by what happened there and how the country had to turn on a dime to respond to the full-scale invasion by Russia. At the same time, Pete found that a lot of people in these countries, particularly in Latvia and particularly leading tech startups, have been inspired by how Ukrainians mobilized for the war and they’re trying to sort of get ahead of the potential enemy and get ready for a conflict within their borders. It’s not all scary, to be clear. It’s arguably somewhat thrilling to see all this innovation happening so quickly and to have some of the more burdensome red tape removed.

Mat: Okay so Russia’s neighbors are freaked out, as you say, understandably. Did anything about this story freak you out?

Amanda: Yeah, it’s impossible to ignore that there is a huge, scary risk here, too: as these companies develop new tech for war, they have an unprecedented opportunity to test it out in Ukraine without going through the traditional development and procurement process—which can be slow and laborious, sure, but also includes a lot of important testing, checks and balances, and more to prevent fraud and lots of other abuses and dangers. Like, Pete nods to how Clearview AI was deploying its tech to identify Russian war dead, which is scary in and of itself and also may violate the Geneva Conventions.

Mat: And then I’m curious, what do you look for when you are assigning a story like this? What caught your attention?

Amanda: I felt like I’d read quite a bit about the total mobilization of Ukrainian society (including a story from Pete inWired). But I had sort of thought about all this activity as happening in a bit of a vacuum. Or at least in a limited sense, within Ukrainian borders. Of course, the US and our European allies are sending loads of money and loads of weapons but (at least as I understand it) they’re largely weapons we already have in our arsenals. So when Pete pitched us this story about how the war was reshaping the tech sector of Ukraine’s neighbors, particularly civilian tech, I was really intrigued.


The Recommendation

Several weeks ago, we had our e-bike stolen. Some guy with an angle iron cut the lock. And as it turned out, our insurance didn’t cover the loss because the bike (like almost all e-bikes) had a top speed above 15 mph. As I came to learn, this is not uncommon. But you know what is common? E-bike theft. The police told us there is little chance of recovering our bike—in large part because we did not have a tracker attached to it. It was an all-around frustrating experience.  We replaced the bike, and this time I’ve invested in one of these Elevation Labs waterproof mounts to affix an AirTag to the frame, hidden away below the seat. They have a whole line of mounts, a few of which are bike-specific. Much cheaper than a new bike. They make a good stocking stuffer.

The Download: satellites’ climate impact, and OpenAI’s frantic release schedule

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

The world’s next big environmental problem could come from space

In September, a unique chase took place in the skies above Easter Island. From a rented jet, a team of researchers captured a satellite’s last moments as it fell out of space and blazed into ash across the sky, using cameras and scientific equipment. Their hope was to gather priceless insights into the physical and chemical processes that occur when satellites burn up as they fall to Earth at the end of their missions.

This kind of study is growing more urgent. The number of satellites in the sky is rapidly rising—with a tenfold increase forecast by the end of the decade. Letting these satellites burn up in the atmosphere at the end of their lives helps keep the quantity of space junk to a minimum. But doing so deposits satellite ash in the Earth’s atmosphere. This metallic ash could potentially alter the climate, and we don’t yet know how serious the problem is likely to be. Read the full story

—Tereza Pultarova

OpenAI’s “12 days of shipmas” tell us a lot about the AI arms race

Last week, OpenAI announced what it calls the 12 days of OpenAI, or 12 days of shipmas. On December 4, CEO Sam Altman took to X to announce that the company would be “doing 12 days of openai. each weekday, we will have a livestream with a launch or demo, some big ones and some stocking stuffers.”

The company will livestream about new products every morning for 12 business days in a row during December. It’s an impressive-sounding (and media-savvy) schedule, to be sure. But it also speaks to how tight the race between the AI bigs has become, and also how much OpenAI is scrambling to build more revenue. Read the full story

—Mat Honan

This story originally appeared in The Debrief with Mat Honan, our weekly take on what’s really going on behind the biggest tech headlines. The story is subscriber-only so nab a subscription too, if you haven’t already! Or you can sign up to the newsletter for free to get the next edition in your inbox on Friday.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 The USDA is launching a national program to test milk for bird flu 
A full nine months after the current outbreak was first detected in dairy cows. (STAT)
The risk of a bird flu pandemic is rising. (MIT Technology Review)

2 Here’s what sets OpenAI’s new models apart 
They’re shifting from predicting to reasoning, which could be a huge deal. (The Atlantic $)
Regardless of whether capabilities are slowing, AI’s impact is only poised to grow. (Vox)
It may be comforting to dismiss AI as hype—but it misses the point. (Platformer)

3 A federal appeals court has upheld the US TikTok ban
But what happens next is anyone’s guess. (WSJ $)
Whether TikTok is banned or not, the actions against it have had a big impact. (MIT Technology Review)

4 Top internet sleuths are sitting out the hunt for the UnitedHealthcare CEO killer 
In fact, some are even criticizing people who are trying to help. (NBC)
+ Why so many Americans are at best indifferent to this particular murder. (New Yorker $)

5 Schools are attempting to stop teens self-harming before they even try
The AI tools they’re adopting could be doing far more damage than help, though. (NYT $)

6 China is building its own Starlink system
The Qianfan constellation could eventually grow to nearly 14,000 satellites. (The Economist $)
The end of the ISS will usher in a more commercialized future in space. (The Verge)

7 This was an exciting year for superconductors
Superconductivity—the flow of electric current with no resistance—was discovered in three new materials. (Quanta $)

8 Meet the world’s least productive programmers 
It seems a small minority of disillusioned ‘ghost engineers’ do pretty much no work at all. (WP $)

9 Why people are turning their backs on dating apps
There’s a large degree of fatigue, and a feeling that they’re somehow detached from reality. (The Guardian)

10 Fake snacks are racking up millions of views on Instagram 🍿
There’s even a word for this trend: snackfishing. (Wired $)

Quote of the day

“I think Twitter and now X is like a crack addiction for him, though. He is clearly chasing a particular hit all the time and he has ended up self-radicalising himself with the platform he has purchased.”

—A former Twitter employee in London tells The Guardian how Elon Musk has changed since he purchased the platform.

 The big story

How electricity could help tackle a surprising climate villain

Sublime Systems
BOB O’CONNOR

January 2024

Cement is used to build everything from roads and buildings to dams and basement floors. But it’s also a climate threat. Cement production accounts for more than 7% of global carbon dioxide emissions—more than sectors like aviation, shipping, or landfills.

One solution to this climate catastrophe might be coursing through the pipes at Sublime Systems. The startup is developing an entirely new way to make cement. Instead of heating crushed-up rocks in lava-hot kilns, Sublime’s technology zaps them in water with electricity, kicking off chemical reactions that form the main ingredients in its cement.

But it faces huge challenges: competing with established industry players, and persuading builders to use its materials in the first place. Read the full story.

—Casey Crownhart

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or tweet ’em at me.)

+ Who will be the Lord of Misrule in your household this Christmas?
+ People’s Wikipedia browsing data always makes for interesting reading.
+ Wait, so we’ve been mispronouncing these words all along? (Apart from espresso, c’mon)
+ The Muppet Christmas Carol might just be the greatest festive film. 

How to use Sora, OpenAI’s new video generating tool

MIT Technology Review’s How To series helps you get things done

Today, OpenAI released its video generation model Sora to the public. The announcement comes on the fifth day of the company’s “shipmas” event, a 12-day marathon of tech releases and demos. Here’s what you should know—and how you can use the video model right now.

What is Sora?

Sora is a powerful AI video generation model that can create videos from text prompts, animate images, or remix videos in new styles. OpenAI first previewed the model back in February, but today is the first time the company is releasing it for broader use. 

What’s new about this release?

The core function of Sora—creating impressive videos with simple prompts—remains similar to what was previewed in February, but OpenAI worked to make the model faster and cheaper ahead of this wider release. There are a few new features, and two stand out.

One is called Storyboard. With it, you can create multiple AI-generated videos and then assemble them together on a timeline, much the way you would with conventional video editors like Adobe Premiere Pro. 

The second is a feed that functions as a sort of creative gallery. Users can post their Sora-generated videos to the feed, see the prompts behind certain videos, tweak them, and generally get inspiration, OpenAI says. 

How much can you do with it?

You can generate videos from text prompts, change the style of videos and change elements with a tool called Remix, and assemble multiple clips together with Storyboard. Sora also provides preset styles you can apply to your videos, like moody film noir or cardboard and papercraft, which gives a stop-motion feel. You can also trim and loop the videos that you make. 

Who can use it?

To generate videos with Sora, you’ll need to subscribe to one of OpenAI’s premium plans—either ChatGPT Plus ($20 per month) or ChatGPT Pro ($200 per month). Both subscriptions include access to other OpenAI products as well. Users with ChatGPT Plus can generate videos as long as five seconds with a resolution up to 720p. This plan lets you create 50 videos per month. 

Users with a ChatGPT Pro subscription can generate longer, higher-resolution videos, capped at a resolution of 1080p and a duration of 20 seconds. They can also have Sora generate up to five variations of a video at once from a single prompt, making it possible to review options faster. Pro users are limited to 500 videos per month but can also create unlimited “relaxed” videos, which are not generated in the moment but rather queued for when site traffic is low. 

Both subscription levels make it possible to create videos in three aspect ratios: vertical, horizontal, and square. 

If you don’t have a subscription, you’ll be limited to viewing the feed of Sora-generated videos. 

OpenAI is starting its global launch of Sora today, but it will take longer to launch in “most of Europe,” the company said. 

OPENAI

Where can I access it?

OpenAI has broken Sora out from ChatGPT. To access it, go to Sora.com and log in with your ChatGPT Plus or Pro account. (MIT Technology Review was unable to access the site at press time—a note on the site indicated that signups were paused because they were “currently experiencing heavy traffic.”) 

How’d we get here?

A number of things have happened since OpenAI first unveiled Sora back in February. Other tech companies have also launched video generation tools, like Meta Movie Gen and Google Veo. There’s also been plenty of backlash. For example, artists who had early access to experiment with Sora leaked the tool to protest the way OpenAI has trained it on artists’ work without compensation. 

What’s next?

As with any new release of a model, it remains to be seen what steps OpenAI has taken to keep Sora from being used for nefarious, illegal, or unethical purposes, like the creation of deepfakes. On the question of moderation and safety, an OpenAI employee said they “might not get it perfect on day one.”

Another looming question is how much computing capacity and energy Sora will use up every time it creates a video. Generating a video uses much more computing time, and therefore energy, than generating a typical text response in a tool like ChatGPT.  The AI boom has already been an energy hog, presenting a challenge to tech companies aiming to rein in their emissions, and the wide availability of Sora and other video models like it has the potential to make that problem worse.

Google’s Site Reputation Abuse Policy, Explained

Google announced its site reputation abuse policy in March 2024 as part of a core update to its organic search algorithm.

Google defined site reputation abuse as “when third-party pages are published with little or no first-party [editorial] oversight or involvement, where the purpose is to manipulate Search rankings by taking advantage of the first-party site’s ranking signals.”

News sites that publish recommendations from third parties are example abusers, per Google. To date, they reportedly include CNN Underscored, Forbes Advisor, and WSJ Buy Side.

Google has since expanded the policy to include any third-party content with or without oversight.

Manual Penalty

Google enforces compliance with its reputation abuse guidelines via manual actions. If it considers a site an abuser, Google will notify the verified owner of a manual penalty in Search Console.

The penalty doesn’t affect the entire site, only the section that hosts the third-party content. To date, only sites that receive the manual action notice are penalized.

But in an update last month, Google stated it could algorithmically detect “if a section of a site is independent or starkly different from the main content of the site.” When the detection occurs, Google says it will treat that section as a separate site and not apply the main site’s authority.

Thus expect Google to monitor and enforce site reputation abuse algorithmically.

Recovery

There’s no recovery from this penalty. If your site hosts third-party content in the manner Google defines, there’s no way to fix it, even with editors or reviewers.

Moreover, moving the penalized section to another subdomain or subdirectory will make matters worse, as Google explains in the policy circumvention section of its “Spam policies,” stating:

Circumvention includes but is not limited to:

  • Using existing or creating new subdomains, subdirectories, or sites with the intention of continuing to violate our policies.
  • Using other methods intended to continue distributing content or engaging in a behavior that aims to violate our policies.

Google adds:

If a site continues to engage in actions intended to bypass our spam policies or content policies for Google Search, we may take appropriate action, which may include restricting or removing eligibility for some of our search features (for example, Top Stories, Discover) and taking broader action in Google Search (for example, removing more sections of a site from Search results).

The best response for penalized sites is to develop traffic-generating content that doesn’t come automatically from third parties.

How to Prepare

Google’s site reputation abuse penalty thus far applies only to the offending sections, not sitewide. But I foresee it becoming sitewide if the policy becomes part of the core algorithm, such as what occurred with the helpful content updates.

So noindex your third-party content now. Recovery from Google’s core algorithm updates can take months and years.