Maximize SEO Efforts: How To Fix Website Issues That Drain Time, Money & Performance

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

Your website’s hosting is more than a technical decision.

It’s a cornerstone of your business’s online success that impacts everything from site speed and uptime to customer trust and overall branding.

Yet, many businesses stick with subpar hosting providers, often unaware of how much it’s costing them in time, money, and lost opportunities.

The reality is that bad hosting doesn’t just frustrate you. It frustrates your customers, hurts conversions, and can even damage your brand reputation.

The good news?

Choosing the right host can turn hosting into an investment that works for you, not against you.

Let’s explore how hosting affects your bottom line, identify common problems, and discuss what features you should look for to maximize your return on investment.

1. Start By Auditing Your Website’s Hosting Provider

The wrong hosting provider can quickly eat away at your time & efficiency.

In fact, time is the biggest cost of an insufficient hosting provider.

To start out, ask yourself:

  • Is Your Bounce Rate High?
  • Are Customers Not Converting?
  • Is Revenue Down?

If you answered yes to any of those questions, and no amount of on-page optimization seems to make a difference, it may be time to audit your website host.

Why Audit Your Web Host?

Frequent downtime, poor support, and slow server response times can disrupt workflows and create frustration for both your team and your visitors.

From an SEO & marketing perspective, a sluggish website often leads to:

  • Increased bounce rates.
  • Missed customer opportunities.
  • Wasted time troubleshooting technical issues.

Could you find workarounds for some of these problems? Sure. But they take time and money, too.

The more dashboards and tools you use, the more time you spend managing it all, and the more opportunities you’ll miss out on.

For example, hosts offering integrated domain and hosting management make overseeing your website easier and reduce administrative hassles.

Bluehost’s integrated domain services simplify website management by bringing all your hosting and domain tools into one intuitive platform.

2. Check If Your Hosting Provider Is Causing Slow Site Load Speeds

Your website is often the first interaction a customer has with your brand.

A fast, reliable website reflects professionalism and trustworthiness.

Customers associate smooth experiences with strong brands, while frequent glitches or outages send a message that you’re not dependable.

Your hosting provider should enhance your brand’s reputation, not detract from it.

How To Identify & Measure Slow Page Load Speeds

Identifying and measuring slow site and page loading speeds starts with using tools designed to analyze performance, such as Google PageSpeed Insights, GTmetrix, or Lighthouse.

These tools provide metrics like First Contentful Paint (FCP) and Largest Contentful Paint (LCP), which help you see how quickly key elements of your page load.

Pay attention to your site’s Time to First Byte (TTFB), a critical indicator of how fast your server responds to requests.

Regularly test your site’s performance across different devices, browsers, and internet connections to identify bottlenecks. High bounce rates or short average session durations in analytics reports can also hint at speed issues.

Bandwidth limitations can create bottlenecks for growing websites, especially during traffic spikes.

How To Find A Fast Hosting Provider

Opt for hosting providers that offer unmetered or scalable bandwidth to ensure seamless performance even during periods of high demand.

Cloud hosting is designed to deliver exceptional site and page load speeds, ensuring a seamless experience for your visitors and boosting your site’s SEO.

With advanced caching technology and optimized server configurations, Bluehost Cloud accelerates content delivery to provide fast, reliable performance even during high-traffic periods.

Its scalable infrastructure ensures your website maintains consistent speeds as your business grows, while a global Content Delivery Network (CDN) helps reduce latency for users around the world.

With Bluehost Cloud, you can trust that your site will load quickly and keep your audience engaged.

3. Check If Your Site Has Frequent Or Prolonged Downtime

Measuring and identifying downtime starts with having the right tools and a clear understanding of your site’s performance.

Tools like uptime monitoring services can track when your site is accessible and alert you to outages in real time.

You should also look at patterns.

Frequent interruptions or prolonged periods of unavailability are red flags. Check your server logs for error codes and timestamps that indicate when the site was down.

Tracking how quickly your hosting provider responds and resolves issues is also helpful, as slow resolutions can compound the problem.

Remember, even a few minutes of downtime during peak traffic hours can lead to lost revenue and customer trust, so understanding and monitoring downtime is critical for keeping your site reliable.

No matter how feature-packed your hosting provider is, unreliable uptime or poor support can undermine its value. These two factors are critical for ensuring a high-performing, efficient website.

What Your Hosting Server Should Have For Guaranteed Uptime

A Service Level Agreement (SLA) guarantees uptime, response time, and resolution time, ensuring that your site remains online and functional. Look for hosting providers that back their promises with a 100% uptime SLA.

Bluehost Cloud offers a 100% uptime SLA and 24/7 priority support, giving you peace of mind that your website will remain operational and any issues will be addressed promptly.

Our team of WordPress experts ensures quick resolutions to technical challenges, reducing downtime and optimizing your hosting ROI.

4. Check Your Host For Security Efficacy

Strong security measures protect your customers and show them you value their privacy and trust.

A single security breach can ruin your brand’s image, especially if customer data is compromised.

Hosts that lack built-in security features like SSL certificates, malware scanning, and regular backups leave your site vulnerable.

How Hosting Impacts Security

Security breaches don’t just affect your website. They affect your customers.

Whether it’s stolen data, phishing attacks, or malware, these breaches can erode trust and cause long-term damage to your business.

Recovering from a security breach is expensive and time-consuming. It often involves hiring specialists, paying fines, and repairing the damage to your reputation.

Is Your Hosting Provider Lacking Proactive Security Measures?

Assessing and measuring security vulnerabilities or a lack of proactive protection measures begins with a thorough evaluation of your hosting provider’s features and practices.

  1. Review Included Security Tools

Start by reviewing whether your provider includes essential security tools such as SSL certificates, malware scanning, firewalls, and automated backups in their standard offerings.

If these are missing or come as costly add-ons, your site may already be at risk.

  1. Leverage Brute Force Tools To Check For Vulnerabilities

Next, use website vulnerability scanning tools like Sucuri, Qualys SSL Labs, or SiteLock to identify potential weaknesses, such as outdated software, unpatched plugins, or misconfigured settings.

These tools can flag issues like weak encryption, exposed directories, or malware infections.

Monitor your site for unusual activity, such as unexpected traffic spikes or changes to critical files, which could signal a breach.

  1. Make Sure The Host Also Routinely Scans For & Eliminates Threats

It’s also crucial to evaluate how your hosting provider handles updates and threat prevention.

  • Do they offer automatic updates to patch vulnerabilities?
  • Do they monitor for emerging threats and take steps to block them proactively?

A good hosting provider takes a proactive approach to security, offering built-in protections that reduce your risks.

Look for hosting providers that include automatic SSL encryption, regular malware scans, and daily backups. These features not only protect your site but also give you peace of mind.

Bluehost offers robust security tools as part of its standard WordPress hosting package, ensuring your site stays protected without extra costs. With built-in SSL certificates and daily backups, Bluehost Cloud keeps your site secure and your customers’ trust intact.

5. Audit Your WordPress Hosting Provider’s Customer Support

Is your host delivering limited or inconsistent customer support?

Limited or inconsistent customer support can turn minor issues into major roadblocks. When hosting providers fail to offer timely, knowledgeable assistance, you’re left scrambling to resolve problems that could have been easily fixed.

Delayed responses or unhelpful support can lead to prolonged downtime, slower page speeds, and unresolved security concerns, all of which impact your business and reputation.

Reliable hosting providers should offer 24/7 priority support through multiple channels, such as chat and phone, so you can get expert help whenever you need it.

Consistent, high-quality support is essential for keeping your website running smoothly and minimizing disruptions.

Bluehost takes customer service to the next level with 24/7 priority support available via phone, chat, and email. Our team of knowledgeable experts specializes in WordPress, providing quick and effective solutions to keep your site running smoothly.

Whether you’re troubleshooting an issue, setting up your site, or optimizing performance, Bluehost’s dedicated support ensures you’re never left navigating challenges alone.

Bonus: Check Your Host For Hidden Costs For Essential Hosting Features

Hidden costs for essential hosting features like:

  • Backups.
  • SSL certificates.
  • Additional bandwidth can quickly erode the value of a seemingly affordable hosting plan.

What Does This Look Like?

For example, daily backups, which are vital for recovery after data loss or cyberattacks, may come with an unexpected monthly fee.

Similarly, SSL certificates, which are essential for encrypting data and maintaining trust with visitors, are often sold as expensive add-ons.

If your site experiences traffic spikes, additional bandwidth charges can catch you off guard, adding to your monthly costs.

Many providers, as you likely have seen, lure customers in with low entry prices, only to charge extra for services that are critical to your website’s functionality and security.

These hidden expenses not only strain your budget but also create unnecessary complexity in managing your site.

A reliable hosting provider includes these features as part of their standard offering, ensuring you have the tools you need without the surprise bills.

Which Hosting Provider Does Not Charge For Essential Features?

Bluehost is a great option, as their pricing is upfront.

Bluehost includes crucial tools like daily automated backups, SSL certificates, and unmetered bandwidth in their standard plans.

This means you won’t face surprise fees for the basic functionalities your website needs to operate securely and effectively.

Whether you’re safeguarding your site from potential data loss or ensuring encrypted, trustworthy connections for your visitors, or need unmetered bandwidth to ensure your site can handle traffic surges without penalty, you’ll gain the flexibility to scale without worrying about extra charges.

We even give WordPress users the option to bundle premium plugins together to help you save even more.

By including these features upfront, Bluehost simplifies your WordPress hosting experience and helps you maintain a predictable budget, freeing you to focus on growing your business instead of worrying about unexpected hosting costs.

Transitioning To A Better Hosting Solution: What To Consider

Switching hosting providers might seem daunting, but the right provider can make the process simple and cost-effective. Here are key considerations for transitioning to a better hosting solution:

Migration Challenges

Migrating your site to a new host can involve technical hurdles, including transferring content, preserving configurations, and minimizing downtime. A hosting provider with dedicated migration support can make this process seamless.

Cost of Switching Providers

Many businesses hesitate to switch hosts due to the cost of ending a contract early. To offset these expenses, search for hosting providers that offer migration incentives, such as contract buyouts or credit for remaining fees.

Why Bluehost Cloud Stands Out

Bluehost Cloud provides comprehensive migration support, handling every detail of the transfer to ensure a smooth transition.

Plus, our migration promotion includes $0 switching costs and credit for remaining contracts, making the move to Bluehost not only hassle-free but also financially advantageous.

Your hosting provider plays a pivotal role in the success of your WordPress site. By addressing performance issues, integrating essential features, and offering reliable support, you can maximize your hosting ROI and create a foundation for long-term success.

If your current hosting provider is falling short, it’s time to evaluate your options. Bluehost Cloud delivers performance-focused features, 100% uptime, premium support, and cost-effective migration services, ensuring your WordPress site runs smoothly and efficiently.

In addition, Bluehost has been a trusted partner of WordPress since 2005, working closely to create a hosting platform tailored to the unique needs of WordPress websites.

Beyond hosting, Bluehost empowers users through education, offering webinars, masterclasses, and resources like the WordPress Academy to help you maximize your WordPress experience and build successful websites.

Take control of your website’s performance and ROI. Visit the Bluehost Migration Page to learn how Bluehost Cloud can elevate your hosting experience.

This article has been sponsored by Bluehost, and the views presented herein represent the sponsor’s perspective.


Image Credits

Featured Image: Image by Bluehost. Used with permission.

What the departing White House chief tech advisor has to say on AI

President Biden’s administration will end within two months, and likely to depart with him is Arati Prabhakar, the top mind for science and technology in his cabinet. She has served as Director of the White House Office of Science and Technology Policy since 2022 and was the first to demonstrate ChatGPT to the president in the Oval Office. Prabhakar was instrumental in passing the president’s executive order on AI in 2023, which sets guidelines for tech companies to make AI safer and more transparent (though it relies on voluntary participation). 

The incoming Trump administration has not presented a clear thesis of how it will handle AI, but plenty of people in it will want to see that executive order nullified. Trump said as much in July, endorsing the 2024 Republican Party Platform that says the executive order “hinders AI innovation and imposes Radical Leftwing ideas on the development of this technology.” Venture capitalist Marc Andreessen has said he would support such a move. 

However, complicating that narrative will be Elon Musk, who for years has expressed fears about doomsday AI scenarios, and has been supportive of some regulations aiming to promote AI safety. 

As she prepares for the end of the administration, I sat down with Prabhakar and asked her to reflect on President Biden’s AI accomplishments, and how AI risks, immigration policies, the CHIPS Act and more could change under Trump.  

This conversation has been edited for length and clarity.

Every time a new AI model comes out, there are concerns about how it could be misused. As you think back to what were hypothetical safety concerns just two years ago, which ones have come true?

We identified a whole host of risks when large language models burst on the scene, and the one that has fully manifested in horrific ways is deepfakes and image-based sexual abuse. We’ve worked with our colleagues at the Gender Policy Council to urge industry to step up and take some immediate actions, which some of them are doing. There are a whole host of things that can be done—payment processors could actually make sure people are adhering to their Terms of Use. They don’t want to be supporting [image-based sexual abuse] and they can actually take more steps to make sure that they’re not. There’s legislation pending, but that’s still going to take some time.

Have there been risks that didn’t pan out to be as concerning as you predicted?

At first there was a lot of concern expressed by the AI developers about biological weapons. When people did the serious benchmarking about how much riskier that was compared with someone just doing Google searches, it turns out, there’s a marginally worse risk, but it is marginal. If you haven’t been thinking about how bad actors can do bad things, then the chatbots look incredibly alarming. But you really have to say, compared to what?

For many people, there’s a knee-jerk skepticism about the Department of Defense or police agencies going all in on AI. I’m curious what steps you think those agencies need to take to build trust.

If consumers don’t have confidence that the AI tools they’re interacting with are respecting their privacy, are not embedding bias and discrimination, that they’re not causing safety problems, then all the marvelous possibilities really aren’t going to materialize. Nowhere is that more true than national security and law enforcement. 

I’ll give you a great example. Facial recognition technology is an area where there have been horrific, inappropriate uses: take a grainy video from a convenience store and identify a black man who has never even been in that state, who’s then arrested for a crime he didn’t commit. (Editor’s note: Prabhakar is referring to this story). Wrongful arrests based on a really poor use of facial recognition technology, that has got to stop. 

In stark contrast to that, when I go through security at the airport now, it takes your picture and compares it to your ID to make sure that you are the person you say you are. That’s a very narrow, specific application that’s matching my image to my ID, and the sign tells me—and I know from our DHS colleagues that this is really the case—that they’re going to delete the image. That’s an efficient, responsible use of that kind of automated technology. Appropriate, respectful, responsible—that’s where we’ve got to go.

Were you surprised at the AI safety bill getting vetoed in California?

I wasn’t. I followed the debate, and I knew that there were strong views on both sides. I think what was expressed, that I think was accurate, by the opponents of that bill, is that it was simply impractical, because it was an expression of desire about how to assess safety, but we actually just don’t know how to do those things. No one knows. It’s not a secret, it’s a mystery. 

To me, it really reminds us that while all we want is to know how safe, effective and trustworthy a model is, we actually have very limited capacity to answer those questions. Those are actually very deep research questions, and a great example of the kind of public R&D that now needs to be done at a much deeper level.

Let’s talk about talent. Much of the recent National Security Memorandum on AI was about how to help the right talent come from abroad to the US to work on AI. Do you think we’re handling that in the right way?

It’s a hugely important issue. This is the ultimate American story, that people have come here throughout the centuries to build this country, and it’s as true now in science and technology fields as it’s ever been. We’re living in a different world. I came here as a small child because my parents came here in the early 1960s from India, and in that period, there were very limited opportunities [to emigrate to] many other parts of the world. 

One of the good pieces of news is that there is much more opportunity now. The other piece of news is that we do have a very critical strategic competition with the People’s Republic of China, and that makes it more complicated to figure out how to continue to have an open door for people who come seeking America’s advantages, while making sure that we continue to protect critical assets like our intellectual property. 

Do you think the divisive debates around immigration, especially around the time of the election, may hurt the US ability to bring the right talent into the country?

Because we’ve been stalled as a country on immigration for so long, what is caught up in that is our ability to deal with immigration for the STEM fields. It’s collateral damage.

Has the CHIPS Act been successful?

I’m a semiconductor person starting back with my graduate work. I was astonished and delighted when, after four decades, we actually decided to do something about the fact that semiconductor manufacturing capability got very dangerously concentrated in just one part of the world [Taiwan]. So it was critically important that, with the President’s leadership, we finally took action. And the work that the Commerce Department has done to get those manufacturing incentives out, I think they’ve done a terrific job.

One of the main beneficiaries so far of the CHIPS Act has been Intel. There’s varying degrees of confidence in whether it is going to deliver on building a domestic chip supply chain in the way that the CHIPS Act intended. Is it risky to put a lot of eggs in one basket for one chip maker?

I think the most important thing I see in terms of the industry with the CHIPS Act is that today we’ve got not just Intel, but TSMC, Samsung, SK Hynix and Micron. These are the five companies whose products and processes are at the most advanced nodes in semiconductor technology. They are all now building in the US. There’s no other part of the world that’s going to have all five of those. An industry is bigger than a company. I think when you look at the aggregate, that’s a signal to me that we’re on a very different track.

You are the President’s chief advisor for science and technology. I want to ask about the cultural authority that science has, or doesn’t have, today. RFK Jr. is the pick for health secretary, and in some ways, he captures a lot of frustration that Americans have about our healthcare system. In other ways, he has many views that can only be described as anti-science. How do you reflect on the authority that science has now?

I think it’s important to recognize that we live in a time when trust in institutions has declined across the board, though trust in science remains relatively high compared with what’s happened in other areas. But it’s very much part of this broader phenomenon, and I think that the scientific community has some roles [to play] here. The fact of the matter is that despite America having the best biomedical research that the world has ever seen, we don’t have robust health outcomes. Three dozen countries have longer life expectancies than America. That’s not okay, and that disconnect between advancing science and changing people’s lives is just not sustainable. The pact that science and technology and R&D makes with the American people is that if we make these public investments, it’s going to improve people’s lives and when that’s not happening, it does erode trust. 

Is it fair to say that that gap—between the expertise we have in the US and our poor health outcomes—explains some of the rise in conspiratorial thinking, in the disbelief of science?

It leaves room for that. Then there’s a quite problematic rejection of facts. It’s troubling if you’re a researcher, because you just know that what’s being said is not true. The thing that really bothers me is [that the rejection of facts] changes people’s lives, and it’s extremely dangerous and harmful. Think about if we lost herd immunity for some of the diseases for which we right now have fairly high levels of vaccination. It was an ugly world before we tamed infectious disease with the vaccines that we have. 

This manga publisher is using Anthropic’s AI to translate Japanese comics into English

A Japanese publishing startup is using Anthropic’s flagship large language model Claude to help translate manga into English, allowing the company to churn out a new title for a Western audience in just a few days rather than the two to three months it would take a team of humans.

Orange was founded by Shoko Ugaki, a manga superfan who (according to VP of product Rei Kuroda) has some 10,000 titles in his house. The company now wants more people outside Japan to have access to them. “I hope we can do a great job for our readers,” says Kuroda.

A page from a Manga comic in both Japanese and translated English.
Orange’s Japanese-to-English translation of Neko Oji: Salaryman reincarnated as a kitten!
IMAGES COURTESY ORANGE / YAJIMA

But not everyone is happy. The firm has angered a number of manga fans who see the use of AI to translate a celebrated and traditional art form as one more front in the ongoing battle between tech companies and artists. “However well-intentioned this company might be, I find the idea of using AI to translate manga distasteful and insulting,” says Casey Brienza, a sociologist and author of the book Manga in America: Transnational Book Publishing and the Domestication of Japanese Comics.

Manga is a form of Japanese comic that has been around for more than a century. Hit titles are often translated into other languages and find a large global readership, especially in the US. Some, like Battle Angel Alita or One Piece, are turned into anime (animated versions of the comics) or live-action shows and become blockbuster movies and top Netflix picks. The US manga market was worth around $880 million in 2023 but is expected to reach $3.71 billion by 2030, according to some estimates. “It’s a huge growth market right now,” says Kuroda.

Orange wants a part of that international market. Only around 2% of titles published in Japan make it to the US, says Kuroda. As Orange sees it, the problem is that manga takes human translators too long to translate. By building AI tools to automate most of the tasks involved in translation—including extracting Japanese text from a comic’s panels, translating it into English, generating a new font, pasting the English back into the comic, and checking for mistranslations and typos—it can publish a translated mange title in around one-tenth the time it takes human translators and illustrators working by hand, the company says.

Humans still keep a close eye on the process, says Kuroda: “Honestly, AI makes mistakes. It sometimes misunderstands Japanese. It makes mistakes with artwork. We think humans plus AI is what’s important.”

Superheroes, aliens, cats

Manga is a complex art form. Stories are told via a mix of pictures and words, which can be descriptions or characters’ voices or sound effects, sometimes in speech bubbles and sometimes scrawled across the page. Single sentences can be split across multiple panels.

There are also diverse themes and narratives, says Kuroda: “There’s the student romance, mangas about gangs and murders, superheroes, aliens, cats.” Translations must capture the cultural nuance in each story. “This complexity makes localization work highly challenging,” he says.

Orange often starts with nothing more than the scanned image of a page. Its system first identifies which parts of the page show Japanese text, copies it, and erases the text from each panel. These snippets of text are then combined into whole sentences and passed to the translation module, which not only translates the text into English but keeps track of where on the page each individual snippet comes from. Because Japanese and English have a very different word order, the snippets need to be reordered, and the new English text must be placed on the page in different places from where the Japanese equivalent had come from—all without messing up the sequence of images.

“Generally, the images are the most important part of the story,” says Frederik Schodt, an award-winning manga translator who published his first translation in 1977. “Any language cannot contradict the images, so you can’t take many of the liberties that you might in translating a novel. You can’t rearrange paragraphs or change things around much.”

A page from a Manga comic in both Japanese and translated English.
Orange’s Japanese-to-English translation of Neko Oji: Salaryman reincarnated as a kitten!
IMAGES COURTESY ORANGE / YAJIMA

Orange tried several large language models, including its own, developed in house, before picking Claude 3.5. “We’re always evaluating new models,” says Kuroda. “Right now Claude gives us the most natural tone.”

Claude also has an agent framework that lets several sub-models work together on an overall task. Orange uses this framework to juggle the multiple steps in the translation process.

Orange distributes its translations via an app called Emaqi (a pun on “emaki,” the ancient Japanese illustrated scrolls that are considered a precursor to manga). It also wants to be a translator-for-hire for US publishers.

But Orange has not been welcomed by all US fans. When it showed up at Anime NYC, a US anime convention, this summer, the Japanese-to-English translator Jan Mitsuko Cash tweeted: “A company like Orange has no place at the convention hosting the Manga Awards, which celebrates manga and manga professionals in the industry. If you agree, please encourage @animenyc to ban AI companies from exhibiting or hosting panels.”  

Brienza takes the same view. “Work in the culture industries, including translation, which ultimately is about translating human intention, not mere words on a page, can be poorly paid and precarious,” she says. “If this is the way the wind is blowing, I can only grieve for those who will go from making little money to none.”

Some have also called Orange out for cutting corners. “The manga uses stylized text to represent the inner thoughts that the [protagonist] can’t quite voice,” another fan tweeted. “But Orange didn’t pay a redrawer or letterer to replicate it properly. They also just skip over some text entirely.”

App that offers distribution service that will provide translated manga
Orange distributes its translations via an app called Emaqi (available only in the US and Canada for now)
EMAQI

Everyone at Orange understands that manga translation is a sensitive issue, says Kuroda: “We believe that human creativity is absolutely irreplaceable, which is why all AI-assisted work is rigorously reviewed, refined, and finalized by a team of people.”  

Orange also claims that the authors it has translated are on board with its approach. “I’m genuinely happy with how the English version turned out,” says Kenji Yajima, one of the authors Orange has worked with, referring to the company’s translation of his title Neko Oji: Salaryman reincarnated as a kitten! (see images). “As a manga artist, seeing my work shared in other languages is always exciting. It’s a chance to connect with readers I never imagined reaching before.”

Schodt sees the upside too. He notes that the US is flooded with poor-quality, unofficial fan-made translations. “The number of pirated translations is huge,” he says. “It’s like a parallel universe.”

He thinks using AI to streamline translation is inevitable. “It’s the dream of many companies right now,” he says. “But it will take a huge investment.” He believes that really good translation will require large language models trained specifically on manga: “It’s not something that one small company is going to be able to pull off.”

“Whether this will prove economically feasible right now is anyone’s guess,” says Schodt. “There is a lot of advertising hype going on, but the readers will have the final judgment.”

The Download: words of wisdom from the departing White House tech advisor, and controversial AI manga translation

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.

What the departing White House chief tech advisor has to say on AI

President Biden’s administration will end within two months, and likely to depart with him is Arati Prabhakar, the top mind for science and technology in his cabinet. She has served as Director of the White House Office of Science and Technology Policy since 2022 and was the first to demonstrate ChatGPT to the president in the Oval Office. 

Prabhakar was instrumental in passing the president’s executive order on AI in 2023, which sets guidelines for tech companies to make AI safer and more transparent (though it relies on voluntary participation).

As she prepares for the end of the administration, MIT Technology Review sat down with Prabhakar and asked her to reflect on President Biden’s AI accomplishments, and how the approach to AI risks, immigration policies, the CHIPS Act and more could change under Trump. Read the full story.

—James O’Donnell

This manga publisher is using Anthropic’s AI to translate Japanese comics into English

A Japanese publishing startup is using Anthropic’s flagship large language model Claude to help translate manga into English, allowing the company to churn out a new title for a Western audience in just a few days rather than the 2-3 months it would take a team of humans.

But not everyone is happy about it. The firm has angered a number of manga fans who see the use of AI to translate a celebrated and traditional art-form as one more front in the ongoing battle between tech companies and artists. Read the full story.

—Will Douglas Heaven

The must-reads

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

1 The US has announced more restrictions on chip exports to China
It’s the third round of crackdowns on the industry in as many years. (Reuters)
+ It’s not just China-based companies that could suffer, either. (WP $)
+ The delayed announcement gave China the chance to stockpile affected chips. (WSJ $)
+ Meanwhile, computer scientists in the West are trying to make peace. (Economist $)
+ What’s next in chips. (MIT Technology Review)

2 Donald Trump’s administration is full of pseudo-influencers
They’re capitalizing on their fame to make big bucks ahead of the inauguration. (WP $)
+ A lot of his cabinet also happen to be billionaires. (NY Mag $)

 3 We’re not prepared for a clean energy future
It seems energy authorities keep underestimating how much clean power the world really wants. (Vox)
+ Why artificial intelligence and clean energy need each other. (MIT Technology Review)

4 Ads could start cropping up in ChatGPT
OpenAI is on a revenue drive, and advertising is an obvious cash source. (FT $)
+ Elon Musk is doing all he can to prevent it becoming a for-profit business. (Bloomberg $)

5 Chemistry students in Mexico are being lured into making fentanyl
Cartels are offering young chemists large sums to make the drug even more potent. (NYT $)
+ Deaths from fentanyl are falling—and it looks it’s because of supply changes.(FT $)
+ Anti-opioid groups are cautiously optimistic about Trump’s new tariffs. (The Guardian)

6 BYD isn’t just a EV company these days
It’s carved out an unlikely side gig assembling Apple’s iPads. (WSJ $)
+ BYD has also experimented with shipping for its colossal car consignments. (MIT Technology Review)

7 Our organs age at different rates
And AI is giving us a window into understanding why. (New Scientist $)
+ Aging hits us in our 40s and 60s. But well-being doesn’t have to fall off a cliff. (MIT Technology Review)

8 The unbearable mundanity of home DNA tests
The likelihood of them revealing anything interesting is actually pretty low. (The Guardian)
+ How to… delete your 23andMe data. (MIT Technology Review)

9 This website is full of random, barely-watched home videos
Which one you’ll be served is anyone’s guess. (WP $)

10 Brain rot is the Oxford University dictionary word of the year
Specifically in the context of spending too long looking at nonsense online. (BBC)

Quote of the day

“It’s like trying to prevent a fisherman from catching bigger fish simply by denying him bigger fishing poles. He’ll get there in the end.”

—Meghan Harris, an export control expert at consultancy Beacon Global Strategies, explains the limits of the US government’s plans to curb China’s chipmaking to the Financial Times.

The big story

The quest to build wildfire-resistant homes

April 2023

With each devastating wildfire in the US West, officials consider new methods or regulations that might save homes or lives the next time.

In the parts of California where the hillsides meet human development, and where the state has suffered recurring seasonal fire tragedies, that search for new means of survival has especially high stakes.

Many of these methods are low cost and low tech, but no less truly innovative. In fact, the hardest part to tackle may not be materials engineering, but social change. Read the full story.

—Susie Cagle

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.)

+ This Instagram account is a treasure trove of bygone mobile phones.
+ The newly renovated Notre Dame cathedral is really quite something.
+ Bad news: we’re probably not going to find alien life any time soon 😭
+ Think you know grilled cheese? This recipe might make you question everything you know and hold dear.

Moving generative AI into production

Generative AI has taken off. Since the introduction of ChatGPT in November 2022, businesses have flocked to large language models (LLMs) and generative AI models looking for solutions to their most complex and labor-intensive problems. The promise that customer service could be turned over to highly trained chat platforms that could recognize a customer’s problem and present user-friendly technical feedback, for example, or that companies could break down and analyze their troves of unstructured data, from videos to PDFs, has fueled massive enterprise interest in the technology. 

This hype is moving into production. The share of businesses that use generative AI in at least one business function nearly doubled this year to 65%, according to McKinsey. The vast majority of organizations (91%) expect generative AI applications to increase their productivity, with IT, cybersecurity, marketing, customer service, and product development among the most impacted areas, according to Deloitte. 

Yet, difficulty successfully deploying generative AI continues to hamper progress. Companies know that generative AI could transform their businesses—and that failing to adopt will leave them behind—but they are faced with hurdles during implementation. This leaves two-thirds of business leaders dissatisfied with progress on their AI deployments. And while, in Q3 2023, 79% of companies said they planned to deploy generative AI projects in the next year, only 5% reported having use cases in production in May 2024. 

“We’re just at the beginning of figuring out how to productize AI deployment and make it cost effective,” says Rowan Trollope, CEO of Redis, a maker of real-time data platforms and AI accelerators. “The cost and complexity of implementing these systems is not straightforward.”

Estimates of the eventual GDP impact of generative AI range from just under $1 trillion to a staggering $4.4 trillion annually, with projected productivity impacts comparable to those of the Internet, robotic automation, and the steam engine. Yet, while the promise of accelerated revenue growth and cost reductions remains, the path to get to these goals is complex and often costly. Companies need to find ways to efficiently build and deploy AI projects with well-understood components at scale, says Trollope.

Download the full report.

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.

X Alternatives Compared, for Marketing

There has been much speculation following the U.S. elections about Elon Musk’s X. According to social analytics firm Similarweb, more than 115,000 U.S. users deactivated their X accounts on Election Day.

Prominent celebrities and brands have left X, and alternative microblogging social media apps such as Bluesky and Threads have seen spikes in signups. However, X is no longer publicly listed and thus is not obligated to disclose its performance.

Nonetheless, it’s a good time for marketers and brands to explore alternatives to publish real-time news and engage with followers.

Threads

Home page of Threads on a mobile screen

Threads

Threads is a real-time microblogging network from Meta that requires an Instagram account to use. Threads reserves your existing Instagram user name and verification badge and, via a few taps, automatically follows the same accounts you follow on Instagram. Threads is text-based, with a 500-word maximum for each post, and allows for replies, creating conversation threads. Users on Threads can customize their settings and control who can see their content, reply to your threads, or mention you. Threads does not contain ads, although it plans to.

Initially referred to as Project 92, Threads launched in 2023 as an alternative to Twitter, according to Meta’s chief product officer, Chris Cox. The platform gained over 100 million users in its first five days. Early in November 2024, Threads surpassed 275 million monthly active users.

Bluesky

Home page of Bluesky on a mobile screen

Bluesky

Bluesky, started by former Twitter CEO Jack Dorsey, began as a research project within Twitter to explore the possibility of decentralizing and developing an open standard for social media, giving users more control over their data. Bluesky launched as an independent company in 2021 and was invitation-only until it opened to the public in February 2024. Several celebrities and brands have announced they’re joining Bluesky and leaving X, including pop singer Lizzo and the Guardian newspaper. According to Bluesky, the platform has over 23 million users.

Bluesky resides on the AT Protocol, an open-source toolbox for building social apps that can communicate with each other. The AT Protocol offers account portability, algorithmic choice, and composable moderation with features including automated filtering, manual admin actions, and community labeling. Bluesky does not offer advertising, but it’s exploring other ways to generate revenue

Substack

Home page of Substack on a mobile screen

Substack

Substack is a platform for subscription newsletters, with support for podcasts and subscriber-based discussion threads. Authors can offer free or paid subscriptions and make posts publicly available to non-subscribers. In 2023, Substack added a microblogging component, Notes, where writers can publish short-form posts, share ideas, and join conversations. Through Notes, writers can share posts, links, images, quotes, and comments with their subscribers and the greater Substack network.

Substack states the essence of its community and 35 million registered users is a shared appreciation for quality independent writing. The platform facilitates sponsored content but not other forms of advertising. Brands and marketers can find followers by sponsoring compelling niche content.

Mastodon

Home page of Mastodon on a mobile screen

Mastodon

Mastodon is a free and open-source social media network built on a decentralized protocol. Each Mastodon server is an independent entity with its own rules and able to sync with others to form one global social network. Users can go to a different Mastodon server and take their followers.

Mastodon supports audio, video and picture posts, accessibility descriptions, polls, content warnings, animated avatars, custom emojis, thumbnail crop control, and more. Mastodon will not serve ads or use algorithms to promote content. However, marketers can utilize collaborations, sponsorships, and user-generated content campaigns to engage followers.

Spill

Home page of Spill on a mobile screen

Spill

Spill, created by former Twitter employees, is a social platform that establishes a fun, safe, and culturally relevant conversation space for marginalized communities, especially people of color and the LGBTQ+ community.

Users can create, comment, amplify, or share a random thought, called a “Spill,” with the public. Users can (i) create a virtual space via Tea Parties for conversations with live audio, video, and chat, (ii) launch groups and discover members with shared interests, (iii) discover popular Spills, and (iv) automatically get paid if a Spill goes viral and the platform monetizes against it.

Spill is in an open beta release.

Reddit

Home page of Reddit on a mobile screen

Reddit

Reddit is a network for social news aggregation. The platform has over 100,000 communities, called “subreddits,” dedicated to specific topics. Users submit content such as links, text posts, images, and videos, which other users then vote up or down. Voting on posts and comments increases or decreases the creator’s “karma” and helps popular and relevant posts rise to the top while filtering out inferior or irrelevant posts. Some communities require karma to post or comment, which helps maintain content quality and community standards.

Experts, brands, and marketers can leverage Reddit by hosting “Ask Me Anything” discussions, which are unfiltered Q&A sessions to update followers and answer questions honestly.

Tumblr

Home page of Tumblr on a mobile screen

Tumblr

Tumblr is a microblogging and social networking site founded in 2007 and then acquired by Yahoo. Automattic, the WordPress company, now owns it. Tumblr states its platform hosts over 600 million blogs and most new users are Generation Z.

Tumblr utilizes a dashboard as the primary management tool for users, with a live feed of recent posts from followed blogs. Users can like and repost blogs, publish comments, and schedule posts. Users can also upload text posts, images, videos, and links and publish to other networks. Tags help users find content for a topic.

Hive Social

Home page of Hive Social on a mobile screen

Hive Social

Hive Social is a social media platform aiming to improve user experiences through a chronological timeline with no personalization algorithms. It offers self-expression features such as profile music, profile banners, image and text posts, Zodiac signs, pronouns, and full app color themes. Hive Social doesn’t have a character limit, but it does have a verify feature.

The app reached number one on Apple’s App Store in November 2022, during the controversy from Elon Musk’s purchase of Twitter. Launched in 2019 by two college students and bringing on just one full-stack developer in 2021, Hive suffered some initial crashing due to the massive influx of users.

Hive Social reportedly has over 2 million users as of late 2023.

Discord

Home page of Discord on a mobile screen

Discord

Discord is an instant messaging and social platform with audio and video calls, text messaging, and media. Conversations can take place in virtual servers accessed through invite links. Gamers primarily use Discord, though the share of users interested in other niche topics is growing. As of 2024, the service has about 150 million monthly active users, with approximately one-fourth of its traffic coming from the U.S.

TikTok

Home page of TikTok on a mobile screen

TikTok

TikTok, from China-based ByteDance, is a social network for creating and sharing short-form videos ranging from three seconds to one hour. The TikTok app has been downloaded more than 130 million times in the U.S. and over 2 billion times worldwide. TikTok also has an ecommerce platform, TikTok Shop, launched in September 2023.

While it’s not exactly a microblogging platform for real-time news, TikTok might be what your followers want right now, especially millennials and Gen Z users, to discover and share new ideas and trends. TikTok’s Ads Manager can help brands create, manage, and optimize campaigns.

Content Optimization Checklist for SEO

Optimizing content for organic rankings involves editing text and other on-page elements for the words and concepts people use when searching. The effectiveness of those keywords depends on how and where they appear on a page.

The checklist below will help ensure maximum keyword prominence to search engines.

Content Optimization Checklist

Title tag

A title tag is an HTML element that provides a concise and informative description of a web page. This title shows in browser tabs but is not immediately visible to a web user.

Search engines rely on title tags to determine the page’s contextual and keyword relevance. It’s the most essential element for rankings and often included by search engines in visible organic snippets. Thus a title tag should appeal to both humans and search algorithms.

Screenshot of Practical Ecommerce's title tag in the HTML.

Sample title tag: “Practical Ecommerce | News, How to, Definitions, Guides, Examples.” Click image to enlarge.

Here’s Practical Ecommerce’s home page title tag used as the link in Google’s organic search snippet.

Screenshot of Practical Ecommerce's home page title tag in organic search results.

Practical Ecommerce’s home page title tag in organic search results. Click image to enlarge.

Only the first 60 characters (or so) of a title tag will show in a snippet. Hence ensure those words invite (human) clicks, although Google will evaluate the full title as a ranking signal. Still, don’t overuse keywords.

Meta description

A meta description is an HTML attribute that summarizes a page. It is not visible to visitors, but search engines frequently show it in organic results below the title.

Screenshot of Practical Ecommerce's home page meta description.

Sample meta description: “Practical Ecommerce: Independent analysis and strategy for online merchants — Amazon, SEO, analytics, marketing, design, payments, social media, cross-border, multichannel, shipping, much more.” Click image to enlarge.

Here’s Practical Ecommerce’s home page meta description used by Google in search results.

Screenshot of the meta description for Practical Ecommerce’s home page in Google’s search results.

The meta description for Practical Ecommerce’s home page in Google’s search results. Click image to enlarge.

Meta descriptions are not ranking signals but can influence searchers’ decisions to click the listing in organic results.

Words that people use in a search are bolded in the description of the search snippet, as shown above with the query “practical ecommerce.” Thus including searchers’ terms in the meta descriptions is important for clicks, as are calls to action.

Google shows only the first 150 characters (or so) of meta descriptions in search results, although it experiments continually with that length.

H1 headline

The H1 HTML tag defines the most important heading of a page. Google often shows it in search snippets instead of the title tag, and it’s visible and dominant to page visitors.

Use similar writing principles for H1 tags as for titles, but keep in mind an H1 could impact visitors’ engagement, a ranking factor. Thus compose H1 headings to entice visitors to read and scroll on a page.

Body copy

The body copy is why visitors access a page. Use keywords naturally in language that reads well. The beginning is more critical than the end. Forget about keyword density. The more natural the copy, the better.

In an era of AI search, include question and conversational words, related terms, and intent-based keywords, such as:

  • Informational: How to repair drywall.
  • Commercial: Best laptop for teenagers.
  • Transactional: Lowest price for a MacBook Air.

I’ve addressed tools and resources for AI search.

H2 and H3 subheadings

H2 and H3 subheadings help Google and humans understand a page’s structure. They also improve visitor engagement by making it easier to skim and find what’s helpful.

Use keywords in subheadings, but don’t overdo it. Like anything on the page, subheadings should be natural.

Internal and external linking

Contextual linking — linking from body copy — sends a stronger ranking signal than linking from the navigation menus. Always include internal links to related content (and products). External links to trusted sources and related tools are helpful, too.

Both internal and external links help Google understand the relevancy of a page.

Bluesky Emerges As Traffic Source: Publishers Report 3x Engagement via @sejournal, @MattGSouthern

Bluesky, a decentralized social network, recently shared that it’s become a growing traffic source for online publishers.

The blog post included quotes and data from several well-known news outlets, showing more engagement and conversions on Bluesky than on other social media platforms.

Publisher Testimonials Highlight Bluesky’s Impact

Matt Karolian from The Boston Globe reported, “Traffic from Bluesky to @bostonglobe.com is already 3x that of Threads, and we are seeing 4.5x the conversions to paying digital subscribers.”

Dave Earley from The Guardian also chimed in, suggesting that traffic from Bluesky to The Guardian is “significantly higher than the very obvious 2x that of Threads.”

According to Kevin Rothrock from The New York Times, “It’s hard to exaggerate how nuts the engagement is on Bluesky compared to 𝕏. A vastly smaller user base (at this point) but so much more active and attentive.”

Marc Elias from Democracy Docket noted, “Traffic from Bluesky to @democracydocket.com is surging while X is falling and Threads remains largely dormant.”

Open Source Web Development Community Thriving on Bluesky

Bluesky has a highly engaged user base that benefits more than just news publishers.

Patak, an open-source web developer, noted that even though they have only 6% of the followers on Bluesky compared to 100,000 on X (formerly Twitter), their announcement post for Vite 6.0 received half the reposts and a third of the likes.

“Most of the comments and quotes from OSS maintainers happened here,” Patak noted. “I don’t know about other communities, but OSS web dev is a Bluesky game now.”

SEO Community Finding a Home on Bluesky

Many SEO professionals, publishers, and developers are now using Bluesky. They like the platform’s features and high engagement, which support discussions and knowledge sharing.

Bluesky is more accommodating towards links compared to X. A company representative stated:

“We want Bluesky to be a great home for journalists, publishers, and creators. Unlike other platforms, we don’t de-promote your links. Post all the links you want — Bluesky is a lobby to the open web.”

This contrasts with a recent statement from Elon Musk, who didn’t deny claims that X demotes posts with links in them.

Bluesky’s algorithm could help SEO-related content get more visibility. Unlike X, where posts can disappear quickly, Bluesky’s decentralized system and focus on user control allow SEO content to stay visible longer and reach a bigger audience.

Bluesky also offers “starter packs” and curated feeds, making it easy to join industry conversations in real-time.

Looking Ahead

Bluesky could become a preferred social network for SEO professionals, offering space to share website content without losing engagement.

It’s important to watch how Bluesky develops and grows to see if it can replace X as the main platform for the SEO community.

You can take advantage of this platform’s opportunities by staying updated and adapting to changes.


Featured Image: Shutterstock/NasShots

WooCommerce SEO: The Definitive Guide For Your Online Store via @sejournal, @coreydmorris

In the world of ecommerce platforms, plugins, and shopping carts, there are a lot of technology options. WooCommerce for WordPress leads the way in terms of market share.

All of the various ecommerce platforms have their own pros and cons in terms of features, content management, and overall integration with your business.

Many of the benefits of WooCommerce come from the fact that it is a plugin for WordPress, which is also the most popular website platform technology in the world as well.

My website team utilizes WooCommerce with WordPress for the work we do for clients, and we continue to invest in our processes centered around that technology for digital marketing and driving sales for our clients’ businesses.

We’ve used it for over a decade, and while other popular platforms have emerged, we find that it has the flexibility and opportunities we need to implement the SEO tactics we need in alignment with our broader SEO strategies.

Why Does Any Of This Matter?

You may already be using WooCommerce or another ecommerce platform.

I’m all for whatever platform works best for you. There are definite SEO ceilings that you’ll hit in what you can do on different platforms.

WooCommerce will have ceilings, too, if you aren’t leveraging how you can set it up, how you handle your WordPress optimization as a whole, and how your overall SEO strategy is defined.

I hope that if you’re in WooCommerce or are deciding which platform to choose and have SEO in mind, this article will help you on that journey.

What Makes WooCommerce SEO Unique

WooCommerce SEO is unique because it is within WordPress. Much of what you’ll do to optimize a WooCommerce ecommerce site falls in line with what you’d do for a WordPress site overall.

Overall, SEO-friendly benefits of WooCommerce within WordPress out of the box or with light configuration include:

  • Analytics: WooCommerce has extensive analytics and connects easily to Google Analytics, so you can blend first and third-party visitor data.
  • Content: Easily mix WooCommerce’s ecommerce functionality with WordPress’ content management.
  • Organization: Easily organize and manage product categories, tags, and attributes.

Best Practices

Most WooCommerce and WordPress best practices align with broader ecommerce SEO best practices.

That includes managing the technical, on-page, and off-page aspects of ecommerce SEO within an overall strategy and at a tactical level.

If you’re new to SEO or want to ensure you’re not missing anything, I recommend checking out SEJ’s SEO intro guide.

Getting Started

Before you optimize, you’ll want to ensure you’re ready.

I highly recommend working on developing your action plan and goals before you start.

Knowing your current performance and researching what keywords and topics you want to target are big parts of both.

WooCommerce Analytics

I recommend using Google Analytics (GA4) as your primary analytics data source and platform for WordPress.

Going deeper and specifically into ecommerce analytics that you can integrate into GA4 from WooCommerce, the GTM4WP plugin is a great way to get that data.

Don’t skip out on measuring the data you want and need from your site for your SEO and broader marketing goal tracking.

I recommend prioritizing data before you get deep into optimizing so you can capture baseline data to measure against if you don’t already have it in a good place.

Transactional Emails

Another foundational thing you’ll want to do is set up transactional emails. Several email platforms integrate with WordPress and WooCommerce.

A favorite of my team’s for ease of use and doing the job well is Mailchimp’s transactional email functionality.

It was formerly called Mandrill and can handle post-purchase email communications like order and shipping confirmations.

Mailchimp can also be used to create automated email campaigns based on customer journey or shopping behavior, such as cart abandonment emails, win back, etc.

Functionality like this is essential to get the most out of our SEO investment, and for traffic, you work hard to drive to the site and into the shopping cart.

Keyword Research

Knowing what words, phrases, topics, and terms are related to the subject matter you want to rank for is critical. Beyond that, validate that people searching for those topics are your potential desired audience.

There are many great third-party audience and keyword research tools like Semrush, Moz, and Ahrefs.

They are paid tools with varying subscription levels but are leaders. They have their respective strengths in helping you research topics that align with your content, products, and categories and dive deep into the right targets for your SEO plan.

Build your lists, map them out to your content, and use them as context as you work through the optimization best practices to follow.

Technical SEO

Like with any site, and to follow broader UX best practices, you want your site to load quickly, be indexable, and not have anything holding it back.

Several specific technical factors you need to consider, configure, and monitor can hold back or unlock your opportunity for rankings compared to peer sites.

Indexing

It is essential to have your content found.

That starts by ensuring you have a clean XML sitemap and robots.txt file. Plus, go into Google Search Console, Bing Webmaster Tools, and third-party validation tools to ensure everything is as intended.

Use the Yoast plugin (or similar) to adjust settings for your XML sitemap and robots.txt files.

Yoast is great at giving you options to include or remove from those files, so you don’t have to touch the code or manually adjust those files at all. You can get the settings to your liking and then submit them for validation through the Console/Webmaster Tools.

XML SitemapImage from author, November 2024

Page Experience

There are a lot of data points and best practices on page load times, site speed, and other factors that Google looks at for “page experience.”

Overall, you want to pay attention to core web vitals and page load times to ensure that you have fast-loading pages that don’t harm image quality and content richness for users.

The core web vitals include:

I strongly recommend getting familiar with these three aspects of core web vitals with SEJ’s guide.

Imagify and WP Rocket are recommended plugins for image optimization and caching to improve page load times and overall site performance.

ImagifyScreenshot from Imagify, November 2024

Accessibility

Making your content accessible to all, including those with visual impairments, is important.

That includes coding to common ADA standards and ensuring that alt attributes and other cues are included.

Not a plugin recommendation here – I recommend using a third-party tool like PowerMapper.com to audit pages to get the helpful information you need to adjust page elements to meet the standard that your legal counsel advises (I’m not a lawyer).

Structured Data

Using extra context cues and opportunities to categorize, catalog, and mark up your subject matter is important. Leverage it where possible to get specific information for your industry, especially using specific product attributes.

Again, you can tap into the power of the Yoast plugin to add basic schema markup to pages on your site.

I recommend reading more about Schema and how it works before diving into the implementation if it is a new concept.

SchemaScreenshot from WordPress, November 2024

Canonical URLs And Permalinks

Web stores inherently can have complexities and struggles with duplicate content.

Whether you have a product that appears in multiple categories or are just dealing with the “out of the box” way that WordPress and WooCommerce generate many separate URLs for a single page, you need to include a single “canonical” version for the search engines to index, show in the search results, and aggregate all link value to.

I recommend Yoast here again for handling canonicals.

I also recommend the Redirection plugin if you have pages that move, discontinued products, or need to permanently 301 redirect a specific page to another.

Be mindful of how you use canonicals and redirects, and always validate with tools like Screaming Frog or other lightweight redirect testing tools.

You want to avoid conflicts between multiple plugins that can send the wrong signal to the search engines or provide a bad experience for your users (sending to 404s, redirect loops, etc.).

CanonicalScreenshot from WordPress, November 2024

Breadcrumbs

Breadcrumbs are links on interior pages that show a user (as well as a search engine) where they are on a site in terms of the navigational path or depth.

They allow users to see how far they are drilled down into a specific product category, blog category, or other interior section and a way to click to go back upstream.

They are typically coded into your WordPress site theme as a default element. The Yoast plugin is great for adding schema markup to them for WordPress/WooCommerce.

BreadcrumbsScreenshot from WordPress, November 2024

On-Page SEO

On-page ranking factors and SEO aspects for ecommerce SEO that you’ll want to have covered in your WooCommerce site include:

URLs

Beyond the technical aspects of implementing canonical tags and trying to manage duplicate content to get the search engines to index and rank a single version of your pages – including categories and products – you don’t want to miss the opportunity to include important contextual keywords in your URLs.

Use WordPress’ native page naming conventions and tools to put meaningful keywords (without going overboard or stuffing) into the URL string.

Tags

Like any SEO plan, you’ll want to have an optimized custom title, meta description, and heading tags on each page.

Like any large or enterprise site, if you have many products, find ways to scale tag creation with data-driven content where possible.

Use Yoast to create custom titles and meta descriptions on each page.

Much like copy and URLs, though, also look at how the defaults are set up to pull in dynamic elements and set any that you can use.

That way, you can build formulas for how the tags will be created that don’t require you to write custom tags for each page to reach your unique tags per page goals.

Search AppearanceScreenshot from WordPress, November 2024 

Copy

A unique, optimized copy can be a challenge for ecommerce sites.

Much like tags, you might have trouble doing it at scale. Or, you may have a lot of similar products.

Find ways to invest in the manual time to write to best practices, avoid duplicate content, and scale it programmatically where possible while maintaining high quality.

Images

Image file attributes are an area where you can include relevant, contextual keywords describing the image’s subject matter.

This is important for product images, product category-level images, and any content on your site.

They are important in terms of meeting accessibility standards – and also, to the search engines – to understand the context of an image.

Manage these in the media center in WordPress at upload or later by editing images through the media tab or going into the page and clicking on the image to review and edit properties.

Alt TextScreenshot from WordPress, November 2024

Product Reviews

User-generated, unique content can help add contextual copy, supplementing the copy on a product page.

Added context and another type of potential schema element can be added to product reviews.

My team leverages and recommends the stamped.io plugin for easy management and implementation of reviews.

However, many great review management plugins are available, and they vary in cost, implementation ease, and complexity.

As a bonus, Stamped will also send out post-purchase requests for reviews.

StampedScreenshot from WordPress, November 2024
ReviewsScreenshot from WordPress, November 2024

Off-Page SEO

Ecommerce SEO, like most SEO, requires off-page factors to build upon your technical and on-page/content-focused tactics.

These factors are more general and least tied specifically to WooCommerce, but shouldn’t be left out of your SEO plan:

Links

Seek high-quality, industry/context-relevant inbound links to your products, categories, and content.

That includes natural associations like manufacturers, partners, affiliates, PR-related mentions, and other quality natural sources.

Social Media

Sure, there’s debate on whether it is a direct ranking factor.

Regardless, link to your site from social media content to build context and connections and seek out areas of opportunity across the social media landscape to gain links and mentions.

Engagement

Seek out other opportunities for engagement and mentions online.

Whether part of a PR plan, influencer strategy, or other ways your brand gets mentioned, leverage them.

Seek them out, and look for high-quality content to reference yours.

Popular SEO Plugins For WooCommerce

You can boost WooCommerce with other WordPress plugins, many of which are free.

Here’s a recap of the plugins I noted that are related to individual items you’ll want to optimize.

My team’s recommended WordPress plugins to use with WooCommerce (and in many cases in general for WordPress) SEO include:

  • Yoast: SEO plugin that will create an editable sitemap and robots.txt files, help you change product metadata from product pages, add basic schema, handle canonicalization, breadcrumbs, etc.
  • Imagify: For image optimization for page load time and site speed optimization.
  • WP Rocket: For caching to improve site performance.
  • Redirection: For creating any 301 redirects you need as part of an SEO strategy.
  • Stamped.io (Or similar service): For managing customer product reviews.
  • GTM4WP: Allowing you to implement enhanced ecommerce tracking for Google Analytics.

The great thing, for the most part, about these plugins is that if you have some WordPress experience, you may not need a developer to set them up.

Like any plugin, your WordPress infrastructure might impact your access level and any custom aspects required to implement depending on how they interact with other plugins or functionality.

Wrapping Up

At this point, it is probably pretty clear that a lot of the great things about SEO that we can manage in WordPress also translate over to WooCommerce.

And more broadly, you can implement ecommerce SEO best practices in WooCommerce as a whole.

I made it clear that my team uses WordPress and WooCommerce pretty exclusively right now.

We have had plenty of experiences with Magento, Shopify, and other platforms that left us frustrated as there were things locked down that we couldn’t control or optimize.

Or, as an admin or user, we weren’t able to edit content and manage the site as efficiently as we could with the more user-friendly controls within WordPress.

I’m not saying the other platforms aren’t right for you and your business. I would put each of them through an honest test before you create a new store or consider re-platforming.

There are definitely pros and cons to any platform, and my goal is for you to find the right one. If it is WooCommerce, great – and happy optimizing with the information I shared in this guide!

More resources:


Featured Image: earth phakphum/Shutterstock

The Future Is 360°: Trends And Tactics For Comprehensive Marketing In 2025 [Webinar] via @sejournal, @lorenbaker

Feeling the pressure to keep up with shifting marketing dynamics? You’re not alone.

In today’s competitive landscape, a unified, 360° marketing strategy is the key to success. It’s time to connect every channel, message, and tactic to achieve your overarching business goals.

Join us for an exclusive webinar where industry experts from Rhapsody and their valued partner Ceros will reveal the strategies, trends, and tools that will shape marketing in 2025 and beyond.

Why This Webinar Is a Must-Attend Event
Discover how to embrace a comprehensive marketing approach that will keep you ahead of the competition. In this session, we’ll cover:

  • Practical Strategies: Learn how to build a cohesive, full-service marketing strategy to drive results.
  • Future Marketing Trends: Explore AI-driven personalization, the evolution of customer experiences, and the power of value-based marketing.
  • Interactive Content in Action: Understand how interactive content like landing pages and eBooks can transform your engagement efforts and bring your brand stories to life.

Spotlight on Ceros
We’ll showcase Ceros’ interactive platform, highlighting how it enables dynamic, engaging content that captivates audiences across channels.

Who Should Attend?
This webinar is perfect for:

  • Marketing professionals, particularly in retail, aiming to stay ahead of industry trends
  • Businesses serving a B2B market seeking to increase ROI
  • Ecommerce marketing professionals looking to gain insights for 2025

Live Q&A: Get Expert Answers
After the panel discussion, join our experts for a live Q&A where you can ask your most pressing questions and gain tailored advice.

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