6 SEO Practices You Need To Stop Right Now via @sejournal, @martinibuster

Some SEO practices haven’t kept pace with changes in search engines and may now be self-defeating, leading to content that fails to rank. Here are six SEO practices that hinder ranking and suggestions for more effective approaches.

1. Redundant SEO Practices

The word redundant means no longer effective, not necessary, superfluous. The following are three redundant SEO practices.

A. Expired Domains

For example, some SEOs think that buying expired domains is a relatively new thing but it’s actually well over  twenty years old. Old school SEOs stopped buying them in 2003 when Google figured out how to reset the PageRank on expired domains. Everyone holding expired domains at that time experienced it when they stopped working.

This is the announcement in 2003 about Google’s handling of expired domains:

“Hey, the index is going to be coming out real soon, so I wanted to give people some idea of what to expect for this index. Of course it’s bigger and deeper (yay!), but we’ve also put more of a focus on algorithmic improvements for spam issues. One resulting improvement with this index is better handling of expired domains–the authority for a domain will be reset when a domain expires, even though dangling links to the expired domain are still out on the web. We’ll be rolling this change in over the next few months starting with this index.”

In 2005 Google became domain name registrar #895 in order to gain access to domain name registration information in order to “increase the quality” of the search results. Becoming a domain name registrar gave them real-time access to when domain names were registered, who registered them and what web hosting address they were pointing to.

It’s surprising to relatively newbie SEOs when I say that Google has a handle on expired domains but it’s not news to those of us who were the very first SEOs in history to buy them. Buying expired domains for ranking purposes is an example of a redundant SEO practice.

B. Google And Paid Links

Another example are paid links. I know for a fact that some paid links will push a site to rank better and this has been the case  for many years and still is. But, those rankings are temporary. Most sites generally don’t get a manual action, they just stop ranking.

A likely reason is that Google’s infrastructure and algorithms can neutralize the PageRank flowing from  paid links thereby allowing the site to rank where it’s supposed to rank without disrupting their business by penalizing their site. That wasn’t always the case.

The recent HCU updates are a blood bath. But the 2012 Google Penguin algorithm update was cataclysmic on a scale several orders larger than what many are experiencing today. It affected big brand sites, affiliate sites and everything in between. Thousands and thousands of websites lost their rankings, nobody was spared.

The paid link business never returned to the mainstream status it formerly enjoyed when so-called white hats endorsed paid links based on the rationalization that paid links weren’t bad because they’re “advertising.”  Wishful thinking.

Insiders at the paid link sellers informed me that a significant amount of paid links didn’t work because Google was able to unravel the link networks.  As early as 2005 Google was using statistical analysis to identify unnatural link patterns. In 2006 Google applied for a patent on a process that used a Reduced Link Graph as a way to map out the link relationships of websites, which included identifying link spam networks.

If you understand the risk, have at it. Most people who aren’t interested in burning a domain and building another one should avoid it. Paid links is another form of redundant SEO.

C. Robots Index, Follow

The epitome of redundant SEO is the use of “follow, index” in the meta robots tag.

This is why index, follow is redundant:

  • Indexing pages and following links are Googlebot’s default mode. Telling it to do that is redundant, like telling yourself to breathe.
  • Meta robots tags are directives. Googlebot can’t be forced to index content and follow links.
  • Google’s Robots Meta documentation only lists nofollow and noindex as valid directives.
  • “index” and “follow” are ignored because you can’t use a directive to force a search engine to follow or index a page.
  • Leaving those values there is a bad look in terms of competence.

Validation:

Google’s Special Tags documentation specifically says that those tags aren’t needed because crawling and indexing are the default behavior.

“The default values are index, follow and don’t need to be specified.”

Here’s the part that’s a head scratcher. Some WordPress SEO plugins add the “index, follow” robots meta tag by default. So if you use one of these SEO plugins, it’s not your fault if “index, follow” is on your web page. SEO plugin makers should know better.

2. Scraping Google’s Search Features

I’m not saying to avoid using Google’s search features for research. That’s fine. What this is about is using that data verbatim “because it’s what Google likes.”  I’ve audited many sites that were hit by Google’s recent updates that exact match these keywords across their entire website and while that’s not the only thing wrong with the content, I feel that it generates a signal that the site was made for search engines, something that Google warns about.

Scraping Google’s search features like People Also Ask and People Also Search For can be a way to get related topics to write about. But in my opinion it’s probably not a good idea to exact match those keywords across the entire website or in an entire web page.

It feels like keyword spamming and building web pages for search engines, two negative signals that Google says it uses.

3. Questionable Keyword Use

Many SEO strategies begin with keyword research and end with adding keywords to content. That’s an old school way of content planning that ignores the fact that Google is a natural language search engine.

If the content is about the keyword, then yes, put your keywords in there. Use the headings for describing what the content is about and titles to say what the page is about. Because Google is a natural language search engine it should recognize your phrasing as meaning what a reader is asking about. That’s what the BERT is about, understanding what a user means.

The decades old practice of regarding headings and titles as a dumping ground for keywords is deeply ingrained. It’s something I encourage you to take some time to think about because a hard focus on keywords can become an example of SEO that gets in the way of SEO.

4. Copy Your Competitors But Do It Better?

A commonly accepted SEO tactic is to analyze the competitors top-ranked content, then use the insights about that content to create the exact same content but better. On the surface it sounds reasonable but it doesn’t take much thinking to recognize the absurdity of a strategy predicated on copying someone else’s content but “do it better.” And then people ask why Google discovers their content but declines to index it.

Don’t overthink it. Overthinking leads to unnecessary things like the whole author bio EEEAT thing the industry recently cycled through.  Just use your expertise, use your experience, use your knowledge to create content that you know will satisfy readers  satisfied  and make them buy more stuff.

5. Adding More Content Because Google

When a publisher acts on the belief that ‘this is what Google likes,’ they’re almost certainly headed in the wrong direction. One example is a misinterpretation of Google’s Information Gain patent which they think means Google ranks sites that contain more content on related topics than what’s already in the search results.

That’s a poor understanding of the patent but more to the point, doing what’s in a patent is generally naïve because ranking is a multi-system process, focusing on one thing will not generally be enough to get a site to the top.

The context of the Information Gain Patent is about ranking web pages in AI Chatbots. The invention of the patent, what makes it new, is that it’s about anticipating what the next natural language question will be and then having those ready to show in the AI search results or showing those additional results after the original answers.

The key point about that patent is that it’s about anticipating what the next question will be in a series of questions. So if you ask an AI chatbot how to build a bird house, the next question the AI Search can anticipate is what kind of wood to use. That’s what information gain is about. Identifying what the next question may be and then ranking another page that answers that additional question.

The patent is not about ranking web pages in the regular organic search results. That’s a misinterpretation caused by cherry picking sentences out of context.

Publishing content that’s aligned with your knowledge, experience and your understanding of what users need is a best practice. That’s what expertise and experience is all about.

6. Basing Decisions On Research Of Millions Of Google Search Results

One of the longtime bad practices in SEO, going back decades, is the one where some SEO does a study of millions of search results and then draws conclusions about factors in isolation. Drawing  conclusions about links, word counts, structured data, and 3rd party domain rating metrics ignores the fact that there are multiple systems at work to rank web pages, including some systems that completely re-rank the search results.

Here’s why SEO “research studies” should be ignored:

A. Isolating one factor in a “study” of millions of search results ignores the reality that pages are ranked due to many signals and systems working together.

B. Examining millions of search results overlooks the ranking influence of natural language-based analysis by systems like BERT and the influence they have on the interpretation of queries and web documents.

C. Search results studies present their conclusions as if Google still ranks ten blue links. Search features with images, videos, featured snippets, shopping results are generally ignored by these correlation studies, making them more obsolete than at any other time in SEO history.

It’s time the SEO industry considers sticking a fork in search results correlations then snapping the handle off.

SEO Is Subjective

SEO is subjective. Everyone has an opinion. It’s up to you to decide what is reasonable for you.

Featured Image by Shutterstock/Roman Samborskyi

The arrhythmia of our current age

Thumpa-thumpa, thumpa-thumpa, bump, 

thumpa, skip, 

thumpa-thump, pause …

My heart wasn’t supposed to be beating like this. Way too fast, with bumps, pauses, and skips. On my smart watch, my pulse was topping out at 210 beats per minute and jumping every which way as my chest tightened. Was I having a heart attack? 

The day was July 4, 2022, and I was on a 12-mile bike ride on Martha’s Vineyard. I had just pedaled past Inkwell Beach, where swimmers sunbathed under colorful umbrellas, and into a hot, damp headwind blowing off the sea. That’s when I first sensed a tugging in my chest. My legs went wobbly. My head started to spin. I pulled over, checked my watch, and discovered that I was experiencing atrial fibrillation—a fancy name for a type of arrhythmia. The heart beats, but not in the proper time. Atria are the upper chambers of the heart; fibrillation means an attack of “uncoordinated electrical activity.”   

I recount this story less to describe a frightening moment for me personally than to consider the idea of arrhythmia—a critical rhythm of life suddenly going rogue and unpredictable, triggered by … what? That July afternoon was steamy and over 90 °F, but how many times had I biked in heat far worse? I had recently recovered from a not-so-bad bout of covid—my second. Plus, at age 64, I wasn’t a kid anymore, even if I didn’t always act accordingly.  

Whatever the proximal cause, what was really gripping me on July 4, 2022, was the idea of arrhythmia as metaphor. That a pulse once seemingly so steady was now less sure, and how this wobbliness might be extrapolated into a broader sense of life in the 2020s. I know it’s quite a leap from one man’s abnormal ticker to the current state of an entire species and era, but that’s where my mind went as I was taken to the emergency department at Martha’s Vineyard Hospital. 

Maybe you feel it, too—that the world seems to have skipped more than a beat or two as demagogues rant and democracy shudders, hurricanes rage, glaciers dissolve, and sunsets turn a deeper orange as fires spew acrid smoke into the sky, and into our lungs. We can’t stop watching tiny screens where influencers pitch products we don’t need alongside news about senseless wars that destroy, murder, and maim tens-of-thousands. Poverty remains intractable for billions. So does loneliness and a rising crisis in mental health even as we fret over whether AI is going to save us or turn us into pets; and on and on.

For most of my life, I’ve leaned into optimism, confident that things will work out in the end. But as a nurse admitted me and attached ECG leads to my chest, I felt a wave of doubt about the future. Lying on a gurney, I watched my pulse jump up and down on a monitor, erratically and still way too fast, as another nurse poked a needle into my hand to deliver an IV bag of saline that would hydrate my blood vessels. Soon after, a young, earnest doctor came in to examine me, and I heard the word uttered for the first time. 

“You are having an arrhythmia,” he said.

Even with my heart beating rat-a-tat-tat, I couldn’t help myself. Intrigued by the word, which I had heard before but had never really heard, I pulled out the phone that is always at my side and looked it up.

ar·rhyth·mi·a
Noun: “a condition in which the heart beats with an irregular or abnormal  rhythm.” Greek a-, “without,” and rhuthmos, “rhythm.”

I lay back and closed my eyes and let this Greek origin of the word roll around in my mind as I repeated it several times—rhuthmos, rhuthmos, rhuthmos.

Rhythm, rhythm, rhythm …

I tapped my finger to follow the beat of my heart, but of course I couldn’t, because my heart wasn’t beating in the steady and predictable manner that my finger could easily have followed before July 4, 2022. After all, my heart was built to tap out in a rhythm, a rhuthmos—not an arhuthmos

Later I discovered that the Greek rhuthmos, ῥυθμός, like the English rhythm, refers not only to heartbeats but to any steady motion, symmetry, or movement. For the ancient Greeks this word was closely tied to music and dance; to the physics of vibration and polarity; to a state of balance and harmony. The concept of rhuthmos was incorporated into Greek classical sculptures using a strict formula of proportions called the Kanon, an example being the Doryphoros (Spear Bearer) originally by the fifth century sculptor Polykleitos. Standing today in the Acropolis Museum in Athens this statue appears to be moving in an easy fluidity, a rhuthmos that’s somehow drawn out of the milky-colored stone. 

The Greeks also thought of rhuthmos as harmony and balance in emotions, with Greek playwrights penning tragedies where the rhuthmos of life, nature, and the gods goes awry. “In this rhythm, I am caught,” cries Prometheus in Aeschylus’s Prometheus Bound, where rhuthmos becomes a steady, unrelenting punishment inflicted by Zeus when Prometheus introduces fire to humans, providing them with a tool previously reserved for the gods. Each day Prometheus, who is chained to a rock, has his liver eaten out by an eagle, only to have the liver grow back each night, a cycle repeated day after day in a steady beat for an eternity of penance, pain, and vexation.

In modern times, cardiologists have used rhuthmos to refer to the physical beating of the muscle in our chests that mixes oxygen and blood and pumps it through 60,000 miles of veins, arteries, and capillaries to fingertips, toe tips, frontal cortex, kidneys, eyes, everywhere. In 2006, the journal Rhythmos launched as a quarterly medical publication that focuses on cardiac electrophysiology. This subspecialty of cardiology involves the electrical signals animating the heart with pulses that keep it beating steadily—or, for me in the summer of 2022, not. 

The question remained: Why?

As far as I know, I wasn’t being punished by Zeus, although I couldn’t entirely rule out the possibility that I had annoyed some god or goddess and was catching hell for it. Possibly covid was the culprit—that microscopic bundle of RNA with the power of a god to mess with us mortals—but who knows? As science learns more about this pernicious bug, evidence suggests that it can play havoc with the nervous system and tissue that usually make sure the heart stays in rhuthmos

A-fib also can be instigated by even moderate imbibing of alcohol, by aging, and sometimes by a gene called KCNQ1. Mutations in this gene “appear to increase the flow of potassium ions through the channel formed with the KCNQ1 protein,” according to MedlinePlus, part of the National Library of Medicine. “The enhanced ion transport can disrupt the heart’s normal rhythm, resulting in atrial fibrillation.” Was a miscreant  mutation playing a role in my arrhythmia?

Angst and fear can influence A-fib too. I had plenty of both during the pandemic, along with most of humanity. Lest we forget—and we’re trying really, really hard to forget—covid anxiety continued to rage in the summer of 2022, even after vaccines had arrived and most of the world had reopened. 

Back then, the damage done to fragile brains forced to shelter in place for months and months was still fresh. Cable news and social media continued to amplify the terror of seeing so many people dead or facing permanent impairment. Politics also seemed out of control, with demagogues—another Greek word—running amok. Shootings, invasions, hatred, and fury seemed to lurk everywhere. This is one reason I stopped following the news for days at a time—something I had never done, as a journalist and news junkie. I felt that my fragile heart couldn’t bear so much visceral tragedy, so much arhuthmos.

We each have our personal stories from those dark days. For me, covid came early in 2020 and led to a spring and summer with a pervasive brain fog, trouble breathing, and eventually a depression of the sort that I had never experienced before. At the same time, I had friends who ended up in the ICU, and I knew people whose parents and other relatives had passed. My mother was dying of dementia, and my father had been in and out of the ICU a half-dozen times with myasthenia gravis, an autoimmune disease that can be fatal. This family dissolution had started before covid hit, but the pandemic made the implosion of my nuclear family seem worse and undoubtedly contributed to the failure of my heart’s pulse to stay true. 


Likewise, the wider arhuthmos some of us are feeling now began long before the novel coronavirus shut down ordinary life in March 2020. Statistics tell us that anxiety, stress, depression, and general mental unhealthiness have been steadily ticking up for years. This seems to suggest that something bigger has been going on for some time—a collective angst that seems to point to the darker side of modern life itself. 

Don’t get me wrong. Modern life has provided us with spectacular benefits—Manhattan, Boeing 787 Dreamliners, IMAX films, cappuccinos, and switches and dials on our walls that instantly illuminate or heat a room. Unlike our ancestors, most of us no longer need to fret about when we will eat next or whether we’ll find a safe place to sleep, or worry that a saber-toothed tiger will eat us. Nor do we need to experience an A-fib attack without help from an eager and highly trained young doctor, an emergency department, and an IV to pump hydration into our veins. 

But there have been trade-offs. New anxieties and threats have emerged to make us feel uneasy and arrhythmic. These start with an uneven access to things like emergency departments, eager young doctors, shelter, and food—which can add to anxiety not only for those without them but also for anyone who finds this situation unacceptable. Even being on the edge of need can make the heart gambol about.

Consider, too, the basic design features of modern life, which tend toward straight lines—verticals and horizontals. This comes from an instinct we have to tidy up and organize things, and from the fact that verticals and horizontals in architecture are stable and functional. 

All this straightness, however, doesn’t always sit well with brains that evolved to see patterns and shapes in the natural world, which isn’t horizontal and vertical. Our ancestors looked out over vistas of trees and savannas and mountains that were not made from straight lines. Crooked lines, a bending tree, the fuzzy contour of a grassy vista, a horizon that bobs and weaves—these feel right to our primordial brains. We are comforted by the curve of a robin’s breast and the puffs and streaks and billows of clouds high in the sky, the soft earth under our feet when we walk.

Not to overly romanticize nature, which can be violent, unforgiving, and deadly. Devastating storms and those predators with sharp teeth were a major reason why our forebears lived in trees and caves and built stout huts surrounded by walls. Homo sapiens also evolved something crucial to our survival—optimism that they would survive and prevail. This has been a powerful tool—one of the reasons we are able to forge ahead, forget the horrors of pandemics and plagues, build better huts, and learn to make cappuccinos on demand. 

As one of the great optimists of our day, Kevin Kelly, has said: “Over the long term, the future is decided by optimists.” 

But is everything really okay in this future that our ancestors built for us? Is the optimism that’s hardwired into us and so important for survival and the rise of civilization one reason for the general anxiety we’re feeling in a future that has in some crucial ways turned out less ideal than those who constructed it had hoped? 

At the very least, modern life seems to be downplaying elements that are as critical to our feelings of safety as sturdy walls, standing armies, and clean ECGs—and truly more crucial to our feelings of happiness and prosperity than owning two cars or showing off the latest swimwear on Miami Beach. These fundamentals include love and companionship, which statistics tell us are in short supply. Today millions have achieved the once optimistic dream of living like minor pharaohs and kings in suburban tract homes and McMansions, yet inadvertently many find themselves separated from the companionship and community that are basic human cravings. 

Modern science and technology can be dazzling and good and useful. But they’ve also been used to design things that hurt us broadly while spectacularly benefiting just a few of us. We have let the titans of social media hijack our genetic cravings to be with others, our need for someone to love and to love us, so that we will stay glued to our devices, even in the ED when we think we might be having a heart attack. Processed foods are designed to play on our body’s craving for sweets and animal fat, something that evolution bestowed so we would choose food that is nutritious and safe to eat (mmm, tastes good) and not dangerous (ugh, sour milk). But now their easy abundance overwhelms our bodies and makes many of us sick. 

We invented money so that acquiring things and selling what we make in order to live better would be faster and easier. In the process, we also invented a whole new category of anxiety—about money. We worry about having too little of it and sometimes too much; we fear that someone will steal it or trick us into spending it on things we don’t need. Some of us feel guilty about not spending enough of it on feeding the hungry or repairing our climate. Money also distorts elections, which require huge amounts of it. You may have gotten a text message just now, asking for some to support a candidate you don’t even like. 

The irony is that we know how to fix at least some of what makes us on edge. For instance, we know we shouldn’t drive gas-guzzling SUVs and that we should stop looking at endless perfect kitchens, too-perfect influencers, and 20-second rants on TikTok. We can feel helpless even as new ideas and innovations proliferate. This may explain one of the great contradictions of this age of arrhythmia—one demonstrated in a 2023 UNESCO global survey about climate change that questioned 3,000 young people from 80 different countries, aged 16 to 24. Not surprisingly, 57% were “eco-anxious.” But an astonishing 67% were “eco-optimistic,” meaning many were both anxious and hopeful. 

Me too. 

All this anxiety and optimism have been hard on our hearts—literally and metaphorically. Too much worry can cause this fragile muscle to break down, to lose its rhythm. So can too much of modern life. Cardiovascular disease remains the No. 1 killer of adults, in the US and most of the world, with someone in America dying of it every 33 seconds, according to the Centers for Disease Control and Prevention. The incidence of A-fib has tripled in the past 50 years (possibly because we’re diagnosing it more); it afflicted almost 50 million people globally in 2016.


For me, after that initial attack on Martha’s Vineyard, the A-fib episodes kept coming. I charted them on my watch, the blips and pauses in my pulse, the moments when my heart raced at over 200 beats per minute, causing my chest to tighten and my throat to feel raw. Sometimes I tasted blood, or thought I did. I kept bicycling through the summer and fall of 2022, gingerly watching my heart rate to see if I could keep the beats from taking a sudden leap from normal to out of control. 

When an arrhythmic episode happened, I struggled to catch my breath as I  pulled over to the roadside to wait for the misfirings to pass. Sometimes my mind grew groggy, and I got confused. It became difficult during these cardio-disharmonious moments to maintain my cool with other people. I became less able to process the small setbacks that we all face every day—things I previously had been able to let roll off my back. 

Early in 2023 I had my heart checked by a cardiologist. He conducted an echocardiogram and had me jog on a treadmill hooked up to monitors. “There has been no damage to your heart,” he declared after getting the results, pointing to a black-and-white video of my heart muscle contracting and constricting, drawing in blood and pumping it back out again. I felt relieved, although he also said that the A-fib was likely to persist, so he prescribed a blood thinner called Eliquis as a precaution to prevent stroke. Apparently, during unnatural pauses in one’s heartbeat blood can clot and send tiny, scab-like fragments into the brain, potentially clogging up critical capillaries and other blood vessels. “You don’t want that to happen,” said the cardiologist.

Toward the end of my heart exam, the doctor mentioned a possible fix for my arrhythmia. I was skeptical, although what he proposed turned out to be one of the great pluses of being alive right now—a solution that was unavailable to my ancestors or even to my grandparents. “It’s called a heart ablation,” he said. The procedure, a simple operation, redirects errant electric signals in the heart muscle to restore a normal pattern of beating. Doctors will run a tube into your heart, find the abnormal tissue throwing off the rhythm, and zap it with either extreme heat, cold, or (the newest option) electrical pulses. There are an estimated 240,000 such procedures a year in the United States. 

“Can you really do that?” I asked.

“We can,” said the doctor. “It doesn’t always work the first time. Sometimes you need a second or third procedure, but the success rate is high.”

A few weeks later, I arrived at Beth Israel Hospital in Boston at 11 a.m. on a Tuesday. My first cardiologist was unavailable to do the procedure, so after being prepped in the pre-op area I was greeted by Andre d’Avila, a specialist in electrocardiology, who explained again how the procedure worked. He said  that he and an electrophysiology fellow would be inserting long, snakelike catheters through the femoral veins in my groin that contain wires tipped with a tiny ultrasound camera and a cauterizer that would be used to selectively and carefully burn the surfaces of my atrial muscles. The idea was to create patterns of scar tissue to block and redirect the errant electrical signals and restore a steady rhuthmos to my heart. The whole thing would take about two or three hours, and I would likely be going home that afternoon.

Moments later, an orderly came and wheeled me through busy hallways to an OR where Dr. d’Avila introduced the technicians and nurses on his OR team. Monitors pinged and machines whirred as moments later an anesthesiologist placed a mask over my mouth and nose, and I slipped into unconsciousness. 

The ablation was a success. Since I woke up, my heart has kept a steady beat, restoring my internal rhuthmos, even if the procedure sadly did not repair the myriad worrisome externalities—the demagogues, carbon footprints, and the rest. Still, the undeniably miraculous singeing of my atrial muscles left me with a realization that if human ingenuity can fix my heart and restore its rhythm, shouldn’t we be able to figure out how to fix other sources of arhuthmos in our lives? 

We already have solutions to some of what ails us. We know how to replace fossil fuels with renewables, make cities less sharp-edged, and create smart gizmos and apps that calm our minds rather than agitating them. 

For my own small fix, I thank Dr. d’Avila and his team, and the inventors of the ablation procedure. I also thank Prometheus, whose hubris in bringing fire to mortals literally saved me by providing the hot-tipped catalyst to repair my ailing heart. Perhaps this can give us hope that the human species will bring the larger rhythms of life into a better, if not perfect, beat. Call me optimistic, but also anxious, about our prospects even as I can now place my finger on my wrist and feel once again the steady rhuthmos of my heart.

An easier-to-use technique for storing data in DNA is inspired by our cells 

It turns out that you don’t need to be a scientist to encode data in DNA. Researchers have been working on DNA-based data storage for decades, but a new template-based method inspired by our cells’ chemical processes is easy enough for even nonscientists to practice. The technique could pave the way for an unusual but ultra-stable way to store information. 

The idea of storing data in DNA was first proposed in the 1950s by the physicist Richard Feynman. Genetic material has exceptional storage density and durability; a single gram of DNA can store a trillion gigabytes of data and retain the information for thousands of years. Decades later, a team led by George Church at Harvard University put the idea into practice, encoding a 53,400-word book.

This early approach relied on DNA synthesis—stringing genetic sequences together piece by piece, like beads on a thread, using the four nucleotide building blocks A, T, C, and G to encode information. The process was expensive, time consuming, and error prone, creating only one bit (or an eighth of a byte) with each nucleotide added to a strand. Crucially, the process required skilled expertise to carry out.

The new method, published in Nature last week, is more efficient, storing 350 bits at a time by encoding strands in parallel. Rather than hand-threading each DNA strand, the team assembles strands from pre-built DNA bricks about 20 nucleotides long, encoding information by altering some and not others along the way. Peking University’s Long Qian and team got the idea for such templates from the way cells share the same basic set of genes but behave differently in response to chemical changes in DNA strands. “Every cell in our bodies has the same genome sequence, but genetic programming comes from modifications to DNA. If life can do this, we can do this,” she says. 

Qian and her colleagues encoded data through methylation, a chemical reaction that switches genes on and off by attaching a methyl compound—a small methane-related molecule. Once the bricks are locked into their assigned spots on the strand, researchers select which bricks to methylate, with the presence or absence of the modification standing in for binary values of 0 or 1. The information can then be deciphered using nanopore sequencers to detect whether a brick has been methylated. In theory, the new method is simple enough to be carried out without detailed knowledge of how to manipulate DNA.

The storage capacity of each DNA strand caps off at roughly 70 bits. For larger files, researchers splintered data into multiple strands identified by unique barcodes encoded in the bricks. The strands were then read simultaneously and sequenced according to their barcodes. With this technique, researchers encoded the image of a tiger rubbing from the Han dynasty, troubleshooting the encoding process until the image came back with no errors. The same process worked for more complex images, like a photorealistic print of a panda. 

To gauge the real-world applicability of their approach, the team enlisted 60 students from diverse academic backgrounds—not just scientists—to encode any writing of their choice. The volunteers transcribed their writing into binary code through a web server. Then, with a kit sent by the team, they pipetted an enzyme into a 96-well plate of the DNA bricks, marking which would be methylated. The team then ran the samples through a sequencer to make the DNA strand. Once the computer received the sequence, researchers ran a decoding algorithm and sent the restored message back to a web server for students to retrieve with a password. The writing came back with a 1.4% error rate in letters, and the errors were eventually corrected through language-learning models. 

Once it’s more thoroughly developed, Qian sees the technology becoming useful as long-term storage for archival information that isn’t accessed every day, like medical records, financial reports, or scientific data.  

The success nonscientists achieved using the technique in coding trials suggests that the DNA storage could eventually become a practical technology. “Everyone is storing data every day, and so to compete with traditional data storage technologies, DNA methods need to be usable by the everyday person,” says Jeff Nivala, co-director of University of Washington’s Molecular Information Systems Lab. “This is still an early demonstration of going toward nonexperts, but I think it’s pretty unique that they’re able to do that.”

DNA storage still has many strides left to make before it can compete with traditional data storage. The new system is more expensive than either traditional data storage techniques or previous DNA-synthesis methods, Nivala says, though the encoding process could become more efficient with automation on a larger scale. With future development, template-based DNA storage might become a more secure method of tackling ever-climbing data demands. 

The Download: coping in a time of arrhythmia, and DNA data storage

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 arrhythmia of our current age  

Arrhythmia means the heart beats, but not in proper time—a critical rhythm of life suddenly going rogue and unpredictable. It’s frightening to experience, but what if it’s also a good metaphor for our current times? That a pulse once seemingly so steady is now less sure. Perhaps this wobbliness might be extrapolated into a broader sense of life in the 2020s. 

Maybe you feel it, too—that the world seems to have skipped more than a beat or two as demagogues rant and democracy shudders, hurricanes rage, and glaciers dissolve. We can’t stop watching tiny screens where influencers pitch products we don’t need alongside news about senseless wars that destroy, murder, and maim tens-of-thousands. 

All the resulting anxiety has been hard on our hearts—literally and metaphorically. Read the full story

—David Ewing Duncan

An easier-to-use technique for storing data in DNA is inspired by our cells

The news: It turns out that you don’t need to be a scientist to encode data in DNA. Researchers have been working on DNA-based data storage for decades, but a new template-based method inspired by our cells’ chemical processes is easy enough for even nonscientists to practice. 

Some background: So far, the process of storing data in DNA has been expensive, time consuming, and error prone. It also required skilled expertise to carry out. 

The details: The new method is more efficient and easy enough that anyone can do it. They enlisted 60 students—studying all sorts of topics, not just science—to test it out, and the trial was a success. It could pave the way for an unusual but ultra-stable way to store information. Read the full story. 

—Jenna Ahart

Read next: We’re making more data than ever. What can—and should—we save for future generations? And will they be able to understand it? Read our feature all about the race to save our online lives from a digital dark age.

The must-reads

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

1 Facebook is auto-generating militia group pages
Rather than shutting extremist content down, it’s actually lending a helping hand. (Wired $)
X is shoving political content into people’s feeds, whether they want it or not. (WSJ $)
Some users say they’re being paid thousands of dollars by X to promote misinformation. (BBC)

2 OpenAI is working on its first in-house chip with Broadcom and TSMC
It’s abandoned ambitious plans to manufacture its own chips. Instead, it’s focusing on the design stage of the process. (Reuters $)
Chip designer Arm could become one of the biggest beneficiaries of the AI boom. (FT $)

3 Elon Musk has build a compound for his children and their mothers
It is an… unconventional set-up to say the least. (NYT $) 
Musk fans are losing a lot of money to crypto scams. (Gizmodo)

4 A quarter of new code at Google is now AI-generated 
That fascinating fact emerged from CEO Sundar Pichai himself on the company’s latest earnings call. (The Verge
Github Copilot will switch from only using OpenAI’s models to a multi-model approach. (Ars Technica)
How AI assistants are already changing the way code gets made. (MIT Technology Review)

5 This app can operate your smartphone for you 
If you live in China anyway—but companies everywhere are working on the same capabilities. (South China Morning Post)
LinkedIn has launched an AI agent that purports to do a whole range of recruitment tasks. (TechCrunch

6 Universal is building an AI music generator 
But it’s a long way off from demoing it just yet. (The Verge)
Rival AI music startups face a big barrier: licensing copyrighted music is very expensive. (MIT Technology Review)

7 Kids are getting around school smartphone bans with smartwatches
But it seems it’s anxious parents that are really driving adoption. (Wired $)

8 Reddit just turned a profit for the first time
It has almost 100 million daily users now. (FT $) 

9 AI is coming to the world of dance 💃
You still need human bodies—but AI is helping with choreography and set designs. (The Guardian)

10 A PhD student found a lost city in Mexico by accident
Luke Auld-Thomas stumbled across a vast ancient Maya city while studying online Lidar survey data. (BBC)

Quote of the day

Compared to what AI boosters were predicting after ChatGPT was released, this is a glacial pace of adoption.”

—Arvind Narayanan, a computer science professor at Princeton University, digs into a study which found that only 0.5-3.5% of work hours involve generative AI in a post on X.

 The big story

How Worldcoin recruited its first half a million test users

worldcoin orb

WORLDCOIN

April 2022

In December 2021, residents of the village of Gunungguruh, Indonesia, were curious when technology company Worldcoin turned up at a local school. It was pitched as a “new, collectively owned global currency that will be distributed fairly to as many people as possible,” in exchange for an iris scan and other personal data.

Gunungguruh was not alone in receiving a visit from Worldcoin. MIT Technology Review has interviewed over 35 individuals in six countries who either worked for or on behalf of Worldcoin, had been scanned, or were unsuccessfully recruited to participate.

Our investigation reveals wide gaps between Worldcoin’s public messaging, which focused on protecting privacy, and what users experienced. We found that the company’s representatives used deceptive marketing practices, and failed to obtain meaningful informed consent. Read the full investigation

—Eileen Guo and Adi Renaldi

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.)

+ Can you guess these movies from their French name?

+ Why leopard print is an eternally solid style choice. ($)

+ Sitting all day screws our bodies up, but these stretches can help.

+ You can pretty much pinpoint the exact hour you hit peak happiness on vacation. ($)

SEO for Product Category Pages in 7 Steps

Product category pages target high-volume search queries. Optimizing those pages for organic search rankings can be difficult, as they are usually dynamically generated based on available inventory.

Here’s how to improve the organic rankings of your ecommerce site’s category pages.

SEO for Category Pages

1. Start with titles and meta descriptions

Title tags and meta descriptions are the basis of content optimization. Title tags are the most influential on-page element of a page’s keyword theme. Meta descriptions are not a ranking signal but can influence search-result click-throughs when Google uses them in listing snippets.

Title tags and meta descriptions are located in HTML code. Most content management systems provide access to both.

  • Keep both concise, descriptive, and helpful.
  • Include the primary keywords.
  • Don’t stuff keywords, as it sends a negative signal to Google.

2. Make headings relevant and informative

Next, start at the top of the visible page and optimize the heading tags — H1, H2, and so on — to help search engines understand the context of the content in a particular section.

Google uses the H1 heading to create a page’s organic search snippet. H2 and H3 subheadings emphasize supporting themes such as relevant product subcategories or filters.

3. Include product details

The purpose of category pages is not just to attract traffic but to engage visitors into buying products. Listing products on a page is not enough. Provide sufficient details on each listed product to help visitors decide and to aid search engines in understanding its purpose.

Essential product details on a category page typically include:

  • Price.
  • Average ratings.
  • Available colors.
  • Specifications such as size and material.

4. Provide useful text

Text on a category page should be helpful to people, not just search engines. It doesn’t need to dominate the page.

Remember that product category pages tend to rank for queries with purchase intent. Thus the text should help those searchers evaluate the products. Think about what shoppers may find helpful.
Depending on the products, useful text could include:

  • Relevant FAQs.
  • Instructions for using the item.
  • A brief description of the products in the category.
  • Prices.
  • Social proof, such as customers’ reviews.
  • Examples of buyers using the products.

5. Link to other internal sections

Product category pages typically reside at the top of an ecommerce site structure. Thus adding links to other internal sections spreads link equity efficiently.

For example, Home Depot links to related categories, searches, and products on each category page.

Screenshot of a Home Depot category page.

Home Depot links to related categories, searches, and products on each category page. Click image to enlarge.

6. Emphasize category navigation

Categories help shoppers find products. But the navigation affects the indexing, authority, and relevance of each page in organic search. Thus including relevant words will benefit rankings.

Make sure the main category pages are linked from the site’s primary navigation using clear, descriptive anchor text. Don’t stuff keywords in the navigation, however. Keyword-focused navigation links are repetitive and hard to navigate.

Ensure search engines can crawl your faceted navigation before optimizing it. Otherwise, the effort is futile.

7. Use breadcrumbs

Breadcrumbs help humans and search engines understand a site’s structure. (The BreadcrumbList Schema.org markup type also helps search engines.) Breadcrumbs spread link equity to main categories and subcategories.

Ikea, for example, has detailed breadcrumb navigation on its product category pages.

Screenshot of an Ikea product category page

Ikea inserts detailed breadcrumb navigation on its product category pages. Click image to enlarge.

YouTube Expands AI-Generated Video Summaries, Adds New Tools via @sejournal, @MattGSouthern

YouTube announced an expansion of its AI-generated video summaries feature alongside several platform updates.

AI Summary Expansion

AI-generated summaries, previously tested on select English-language videos, will now reach a broader global audience.

According to YouTube’s official announcement:

“These video summaries use generative AI to create a short basic summary of a YouTube video which provides viewers with a quick glimpse of what to expect.”

The company emphasized that these AI summaries “do not replace or impact a Creator’s ability to write their own video descriptions” but serve as complementary content to help viewers find relevant information more efficiently.

Studio Mobile

YouTube announced a restructured content management system for creators.

The revamped Studio mobile interface organizes content by format-specific shelves, including videos, Shorts, livestreams, and playlists.

Notable changes include:

  • A new list view option for each content format
  • Simplified visibility of monetization status
  • Scheduled content filter that appears only when relevant

Community Engagement Updates

YouTube is rolling out changes to its community engagement tools.

The former “comments” tab is being rebranded as “Community” and will feature enhanced audience metrics and moderation capabilities.

Notable additions include a community spotlight feature highlighting engaged viewers and AI-powered comment reply suggestions.

YouTube notes this feature “will be limited to a small number of creators while we test the feature.”

Creator Support Chatbot

YouTube is testing an AI-powered support chatbot on Studio desktop.

The feature appears as a clickable icon next to the search field, though currently limited to eligible creators during the testing phase.

Availability

According to the announcement, these features will be rolled out gradually “over the coming weeks and months.”

YouTube requests feedback from creators and viewers as the new features become available, particularly regarding the AI-generated summaries.

See the full announcement below:


Featured Image: Rokas Tenys/Shutterstock

Favicons and your online brand: Make sure you stand out!

Favicons are those little icons you see in your browser tabs. When you have many open tabs in your browser, they help you recognize and find the page you were looking for. They are important for your branding because Google shows them in the mobile and desktop search results. So, let’s take a closer look at those little icons and your branding here!

What is a favicon?

A favicon is a tiny, square image that represents a website. You see it in your browser’s address bar, open tabs, and bookmarks. Its main job is to help users quickly identify and find a site among many open tabs or results. Often, these match a website’s logo or theme, making it instantly recognizable. For consistency, favicons follow certain size and format rules to look good on different devices and platforms.

Favicon in your browser bar

The above example is in a browser bar, but we also see these in the search results. For some time, Google has shown them in its search results.

an example of a search result with the yoast favicon located in the top left corner
The Yoast logo is an example of a favicon in Google search

If your favicon represents a trustworthy brand, it can help people recognize your brand through this little icon, boosting your site’s click-through rate. After all, a picture says more than a thousand words!

Make your favicon stand out

You should make sure your favicon stands out, whether from that long list of tabs or the search results. Check if it matches your logo and website well. Especially when you are not one of the big brands and want people to recognize this little icon. Some tips directly related to that are:

  • Avoid too many details in your icon;
  • Please use the right colors so the favicon doesn’t blend in with the gray of your browser tab;
  • Test it at various sizes to ensure it remains clear and recognizable.

Everything is about branding. Your brand should be recognizable. Proper branding ensures that people will immediately relate your favicon to your website.

Follow Google’s guidelines regarding which format and size to use for your favicon. Google’s latest guidelines require favicons to maintain a 1:1 aspect ratio and a minimum size of 8×8 pixels. While the minimum size offers a baseline, Google strongly recommends using a resolution of at least 48×48 pixels to ensure clarity and visual appeal across various devices.

You should review and adjust your favicons to align with these guidelines. Make sure that your brand remains effectively represented in search results.

an example of a site might look on google as shown in the search appearance section of yoast seo
Yoast SEO shows your favicon in the Search Appearance section

Do these have SEO benefits?

Are there real SEO benefits? The importance of these icons certainly increased since they are present in the search results. While adding a favicon won’t directly make your page rank higher, it might increase the click-through rate to your page when it is shown next to your URL in the search results. It adds professionalism to your site, enhancing user perception and trust. This might indirectly contribute to better engagement metrics.

Of course, this only works if people feel positively about your brand or website. In practice, you should invest time in holistic SEO: making your website (and product/service) awesome in every way!

Favicons in WordPress

If you use WordPress, you might know that there’s a favicon functionality in WordPress. You can use this default functionality without hassle. It’s located in the General Settings and is called Site Icon. Here, you can read step-by-step instructions on how to change your site’s favicon in WordPress.

Set your favicon in the WordPress General Settings

These icons are small powerhouses

Favicons might be small, but they impact how people see your website. Your favicon can represent your brand by keeping your design simple and following the latest guidelines. It helps attract attention and makes your site look more professional. While they don’t directly boost search rankings, they can lead to higher click-through rates and better brand recognition. These benefits can support your overall SEO strategy. Spending a little time on a great icon can strengthen your connection with visitors.

Read more: 5 tips on branding »

Coming up next!

Streamlining PPC Workflows With AI: How Efficiency Meets Effectiveness via @sejournal, @brookeosmundson

In the fast-paced world of PPC advertising, marketers are constantly seeking ways to streamline their workflows and improve performance.

Managing PPC campaigns efficiently requires a delicate balancing act of multiple tasks:

  • Analyzing data.
  • Optimizing bid strategies.
  • Testing creatives.
  • Reporting performance.
  • And so much more.

While AI and machine learning have been around in PPC for years, a new wave of AI tools for streamlining productivity and workflows has made its way into the PPC scene.

Whether it’s automating repetitive tasks, enhancing audience targeting, or analyzing vast datasets, AI tools are reshaping how PPC professionals work.

Who doesn’t want to save time doing repetitive, busy work tasks?

In this article, we’ll explore several unconventional ways AI tools can help PPC marketers save time, increase efficiency, and make smarter decisions.

Using AI To Automate Data Interpretation And Trend Insights

PPC campaigns can generate enormous amounts of data that need to be consistently analyzed and interpreted.

AI tools outside of the standard Google and Microsoft Ads platforms can help streamline this process by helping with tasks like:

  • Quickly summarizing key trends.
  • Look for patterns in performance data.
  • Identify any data anomalies for further analysis.

These insights can enable marketers to move from data to action faster.

Using AI Tools For Trend Identification And Insights

If you’d rather not manually sift through reports identifying changes in performance metrics changes, you can actually feed campaign data into ChatGPT (or similar AI tools) to receive summaries that highlight performance trends.

For example, they can help identify seasonal changes in performance or pinpoint potential issues, such as a sudden dip in conversion rate.

Say you run 20 different campaigns in Google Ads and start to see a significant drop in conversion rates from the platform. It can be daunting to immediately pinpoint the cause of the issue.

By processing raw performance data from your campaigns, these AI tools can quickly analyze the data and provide insight into not only where the problem(s) can lie, but also glean insights as to why performance has shifted, like:

  • Ad fatigue.
  • Increased competition.
  • A shift in consumer behavior.

Using AI tools in this capacity helps marketers cut down on analysis time while helping to identify core issues faster, allowing for quicker optimization.

This automation saves hours of manual work, enabling you to focus on more strategic decision-making instead of spending time analyzing large datasets.

Enhancing Competitor Analysis And Strategy Development

Keeping up with competitors is crucial in the PPC landscape, but the task at hand can be time-consuming and complex.

AI tools simplify this process by providing insights into competitors’ strategies, allowing you to stay one step ahead.

There are plenty of tools to help drive competitor insights, whether in the Google Ads platform, third-party tools, or AI tools.

If you’re looking to take the analysis a step further, you can input reports from other competitive analysis tools into ChatGPT (or a similar tool) to receive a quick summary that highlights a competitor’s recent actions.

For example, this could include information like:

  • Shifts in bidding strategies.
  • Introduction of new ad copies.
  • Keywords being targeted.

Based on this data, the AI tools can suggest ways to adjust your own campaigns or suggest counter-strategies to stay competitive.

By automating competitor analysis tasks, you can gain valuable insights faster, which allows for quicker, more informed decision-making and strategic actions.

Simplifying Multi-Account And Cross-Platform Reporting

Managing campaigns across multiple platforms – whether it’s Google Ads, Microsoft Ads, Meta, or others – means compiling huge data sets from different sources.

Trying to put together a compelling, holistic story about your marketing campaigns can take up a lot of time as you navigate from platform to platform.

This is where the power of AI tools can come in to help aggregate reports and create cohesive summaries.

Streamlining Cross-Platform Reporting

Multi-channel reporting is often a daunting task, especially when managing accounts across Google, Microsoft, and social platforms.

By inputting performance data from these platforms into ChatGPT, marketers can receive a single, unified report that summarizes key performance indicators (KPIs) across channels.

For example, say you manage several campaigns across Google Ads, Microsoft Ads, and Meta Ads.

Instead of switching between dashboards and manually pulling data, you can input the performance metrics from each platform into your AI tool of choice.

The tool can summarize the top-performing platforms, highlight underperforming campaigns, and suggest where to reallocate budgets to maximize ROI.

AI’s ability to consolidate multi-channel data helps reduce reporting time, enabling marketers to spend more time optimizing campaigns and less time on administrative tasks.

Keyword Research And Expansion With AI

Keyword research is at the core of every PPC strategy, and expanding keyword lists can be labor-intensive.

AI tools can make the process more efficient by identifying relevant keywords, negative keywords, and keyword variations that are often missed in traditional tools.

While tools like the Google Keyword Planner are great at providing keyword recommendations, AI tools can take it a step further.

They can generate items like long-tail keyword variations and help identify opportunities for new targeting strategies.

Additionally, they can analyze an existing keyword list and suggest related keywords that reflect user intent or emerging trends.

For example, say you manage PPC campaigns for an ecommerce retailer. You input a list of current top-performing keywords with your latest KPI performance data into your AI tool of choice.

From there, the tool can generate suggestions for new long-tail keywords that may have lower volume, but higher intent to purchase.

Additionally, you can ask the tool to suggest negative keywords to eliminate irrelevant traffic, which improves both relevance and cost efficiency.

To really kick this into high gear, you can then ask the tool to format these new keywords and negative keywords into a format that allows you to upload them into Google Ads Editor, saving you hours of manual work adding each one individually.

Using AI tools beyond the ad platforms can help marketers discover new opportunities faster, ensuring more comprehensive targeting with minimal manual effort.

AI-Assisted Testing And Creative Optimization

There’s no debate that A/B testing is critical to campaign optimization, but interpreting results and making decisions about the next steps is where most people fall flat.

Using AI tools to streamline this process can aid you in analyzing test data and suggest optimizations based on performance.

Say you want to test two different versions of a headline in a PPC campaign. You can upload your test performance data into an AI tool for analysis.

Not only will it summarize which headline performed better, but it goes a step further to help answer why one headline outperformed the other.

By providing insights into which elements contributed to success, it can save you time in the long run and help keep those driving factors top of mind for the next test.

AI For PPC Budget Allocation And Forecasting

Effective budget management is essential for optimizing PPC performance.

The ad platforms are great at automating tasks like changing daily budgets based on scripts, but what about strategic budget allocation decisions?

Using AI tools to assist budget allocation across campaigns or platforms by forecasting potential outcomes based on past performance data can streamline the process of deciding where to invest – and when.

For example, a retail client has an upcoming holiday sale and they want to know if they can expect a higher return than last year’s sale.

Inputting last year’s campaign performance into AI tools like ChatGPT can help analyze performance, while also taking into consideration current market trends.

The output could be to suggest how much of the budget should be allocated to high-performing keywords or certain product categories.

It can also provide a forecast of expected returns based on historical data, current CPC trends, and consumer behavior trends to help you make informed budget decisions ahead of time.

AI-driven budget forecasting helps ensure that resources are allocated to the right areas, reducing wasted spend and improving overall campaign performance.

Automating Market Trend Exploration And Forecasting

Market trends can shift quickly, and staying ahead of these changes is key to successful PPC campaigns.

AI tools can analyze search trends, consumer behavior, and historical campaign data to predict future shifts in demand and help marketers prepare.

For instance, AI tools can identify trends in consumer searches in real time, helping you adjust your campaign strategies proactively.

For example, you manage Google Ads campaigns for a fitness brand, and you’re noticing a seasonal uptick in searches for [home workout equipment].

By using AI tools to analyze Google Trends data, you can forecast how that demand will continue to rise or fall in the coming months, and even if certain geographical areas are driving the high demand.

This allows you to adjust bids based on location, increase overall budgets if necessary to help capture demand, and create relevant ad copy that speaks directly to the emerging trend.

Conclusion

AI is revolutionizing PPC workflows, allowing marketers to work smarter, not harder.

Whether you’re leveraging Google Ads’ AI capabilities, like Gemini’s conversational ad creation or integrating third-party tools for deeper insights, AI is becoming indispensable in managing and optimizing PPC campaigns.

From automating bid management and audience targeting to optimizing ad creatives and providing actionable insights, AI offers opportunities to boost efficiency without sacrificing effectiveness.

As AI tools continue to evolve, those who embrace these technologies will find themselves better equipped to deliver superior results, whether managing in-house campaigns or serving clients.

By integrating both Google’s AI features and powerful third-party tools, you can unlock new levels of performance, save time on manual tasks, and focus on strategy and innovation.

More resources:


Featured Image: 3rdtimeluckystudio/Shutterstock

Meta Takes Step To Replace Google Index In AI Search via @sejournal, @martinibuster

Meta is reportedly developing a search engine index for its AI chatbot to reduce reliance on Google for AI-generated summaries of current events. Meta AI appears to be evolving to the next stage of becoming a fully independent AI search engine.

Meta-ExternalAgent

Meta has been crawling the Internet since at least this past summer from a user agent called, Meta-ExternalAgent. There have been multiple reports in various forums about excessive amounts of crawling with one person on Hacker News reporting having received 50,000 hits by the bot. A post in the WebmasterWorld bot crawling forum notes that although the documentation for Meta-ExternalAgent says it respects robots.txt it wouldn’t have made a difference because the bot never visited the file.

It may be that the bot wasn’t fully ready earlier this year and that it’s poor behavior has settled down.

The purpose of the bot is to summarize search results and according to the results it’s to reduce reliance on Google and Bing for search results.

Is This A Challenge To Google?

It may be possible that this is indeed a the prelude to a challenge to Google (and other search engines) in AI search. The information at this time supports that this is about creating a search index to complement their Meta AI. As reported in The Verge, Meta is crawling sites for search summaries to be used within the Meta AI Chatbot:

“The search engine would reportedly provide AI-generated search summaries of current events within the Meta AI chatbot.”

The Meta AI chatbot looks like a search engine and it’s clear that it’s still using Google’s search index.

For example, a search t Meta AI about the recent game four of the World Series showed a summary with an accurate answer that had a link to Google.

Screenshot Of Meta AI With Link To Google Search

Here’s a close up showing the link to Google search results and a link to the sources:

Screenshot Of Close-Up Of Meta AI Results

Clicking on the View Sources button spawns a popup with links to Google Search.

Screenshot Of Meta AI View Sources Pop-Up

Read the original reports:

A report was posted in The Verge, based on another reported published on The Information.

See also:

Featured Image by Shutterstock/Skorzewiak

The SEO Agency Guide To Efficient WordPress Hosting & Management via @sejournal, @kinsta

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

Managing client sites can quickly become costly in terms of time, money, and expertise, especially as your agency grows.

You’re constantly busy fixing slow WordPress performance, handling downtime, or regularly updating and backing up ecommerce sites and small blogs.

The solution to these challenges might lie in fully managed hosting for WordPress sites.

Opting for a fully managed hosting provider that specializes in WordPress and understands agency needs can save you both time and money. By making the switch, you can focus on what truly matters: serving your current clients and driving new business into your sales funnel.

WordPress Worries & How To Keep Clients Happy

For SEO agencies managing multiple client sites, ensuring consistently fast performance across the board is essential. Websites with poor performance metrics are more likely to see a dip in traffic, increased bounce rates, and lost conversion opportunities.

Managed hosting, especially hosting that specializes and is optimized for WordPress, offers agencies a way to deliver high-speed, well-performing sites without constantly battling technical issues.

Clients expect seamless performance, but handling these technical requirements for numerous websites can be a time-consuming process. While WordPress is versatile and user-friendly, it does come with performance challenges.

SEO agencies must deal with frequent updates, plugin management, security vulnerabilities, and optimization issues.

Challenges like bloated themes, inefficient plugins, and poor hosting infrastructure can lead to slow load times. You also need to ensure that client WordPress sites are secured against malware and hackers, which requires regular monitoring and updates.

With managed hosting, many of these tasks are automated, significantly reducing the workload on your team.

Managed hosting for WordPress simplifies the process by providing a full suite of performance, security, and maintenance services.

Instead of spending valuable time on manual updates, backups, and troubleshooting, you can rely on your hosting provider to handle these tasks automatically, resulting in reduced downtime, improved site performance, and a more efficient use of resources.

Ultimately, you can focus your energy on SEO strategies that drive results for your clients.

Basics Of Managed Hosting For WordPress

Managed hosting providers like Kinsta take care of all the technical aspects of running WordPress websites, including performance optimization, security, updates, backups, and server management.

We take over the responsibilities ensure the platform runs smoothly and securely without the constant need for manual intervention.

Kinsta also eliminates common performance bottlenecks in WordPress include slow-loading themes, outdated plugins, inefficient database queries, and suboptimal server configurations.

Key Benefits Of Efficient Managed Hosting For SEO

1. Performance & Speed

Core Web Vitals, Google’s user experience metrics, play a significant role in determining search rankings. Managed hosting improves metrics like LCP, FID, and CLS by offering high-performance servers and built-in caching solutions.

CDNs reduce latency by serving your website’s static files from servers closest to the user, significantly improving load times.

Kinsta, for example, uses Google Cloud’s premium tier network and C2 virtual machines, ensuring the fastest possible load times for WordPress sites. We also provide integrated CDN services, along with advanced caching configurations, which ensure that even resource-heavy WordPress sites load quickly.

And the benefits are instantly noticeable.

Before the switch, Torro Media faced performance issues, frequent downtimes, and difficulties scaling their websites to handle traffic growth. These issues negatively affected their clients’ user experience and SEO results.

After migrating to Kinsta, Torro Media saw noteable improvements:

  • Faster website performance – Site load times significantly improved, contributing to better SEO rankings and overall user experience.
  • Reduced downtime – Kinsta’s reliable infrastructure ensured that Torro Media’s websites experienced minimal downtime, keeping client websites accessible.
  • Expert support – Our support team helped Torro Media resolve technical issues efficiently, allowing the agency to focus on growth rather than troubleshooting.

As a result, Torro was able to scale its operations and deliver better results for its clients.

2. WP-Specific Security

Security is a critical component of managed hosting. Platforms like Kinsta offer automatic security patches, malware scanning, and firewalls tailored specifically for WordPress.

These features are vital to protecting your clients’ sites from cyber threats, which, if left unchecked, can lead to ranking drops due to blacklisting by search engines.

Downtime and security breaches negatively impact SEO. Google devalues sites that experience frequent downtime or security vulnerabilities.

Managed hosting providers minimize these risks by maintaining secure, stable environments with 24/7 monitoring, helping ensure that your clients’ sites remain online and safe from attacks.

3. Automatic Backups & Recovery

Automatic daily backups are a standard feature of managed hosting, protecting against data loss due to server crashes or website errors. For agencies, this means peace of mind, knowing that they can restore their clients’ sites quickly in case of a problem. The ability to quickly recover from an issue helps maintain SEO rankings, as prolonged downtime can hurt search performance.

Managed hosting providers often include advanced tools such as one-click restore points and robust disaster recovery systems. Additionally, having specialized support means that you have access to experts who understand WordPress and can help troubleshoot complex issues that affect performance and SEO.

Importance Of An Agency-Focused Managed WordPress Hosting Provider

For SEO agencies, uptime guarantees are essential to maintaining site availability. Managed hosting providers, like Kinsta, who specialize in serving agencies, offer a 99.9% uptime SLA and multiple data center locations, ensuring that websites remain accessible to users across the globe.

Scalability and flexibility matter, too. As your agency grows, your clients’ hosting needs may evolve. Managed hosting platforms designed for agencies offer scalability, allowing you to easily add resources as your client portfolio expands.

With scalable solutions, you can handle traffic surges without worrying about site downtime or slowdowns.

Agency Dashboard - Managed Hosting for WordPress

1. The Right Dashboards

A user-friendly dashboard is crucial for managing multiple client sites efficiently. Kinsta’s MyKinsta dashboard, for example, allows agencies to monitor performance, uptime, and traffic across all sites in one centralized location, providing full visibility into each client’s website performance.

Hosting dashboards like Kinsta’s MyKinsta provide real-time insights into key performance metrics such as server response times, resource usage, and traffic spikes. These metrics are essential for ensuring that sites remain optimized for SEO.

2. Balance Costs With Performance Benefits

For agencies, managing hosting costs is always a consideration. While managed hosting may come with a higher price tag than traditional shared hosting, the benefits, such as faster performance, reduced downtime, and enhanced security, translate into better client results and long-term cost savings.

Kinsta offers flexible pricing based on traffic, resources, and features, making it easier for agencies to align their hosting solutions with client budgets.

By automating tasks like backups, updates, and security management, managed hosting allows agencies to significantly reduce the time and resources spent on day-to-day maintenance. This frees up your team to focus on delivering SEO results, ultimately improving efficiency and client satisfaction.

Don’t think it makes that big of a difference? Think again.

After migrating to Kinsta, 5Tales experienced:

  • Improved site speed – Load times dropped by over 50%, which enhanced user experience and SEO performance.
  • Better support – Kinsta’s specialized support team helped troubleshoot issues quickly and provided expert-level advice.
  • Streamlined management – With our user-friendly dashboard and automated features, 5Tales reduced the time spent on maintenance and troubleshooting.

Overall, 5Tales saw an increase in both client satisfaction and SEO rankings after moving to Kinsta.

3. Managed Hosting & Page Speed Optimization

Tools like Kinsta’s Application Performance Monitoring (APM) provide detailed insights into website performance, helping agencies identify slow-loading elements and optimize them. This level of transparency enables faster troubleshooting and more precise optimization efforts, which are critical for maintaining fast page speeds.

It’s also easy to integrate managed hosting platforms with your existing tech stack. Kinsta works seamlessly with SEO tools like Google Analytics, DebugBear, and others, allowing agencies to track site performance, analyze traffic patterns, and ensure sites are running at peak efficiency.

Conclusion

Managed hosting is not just a convenience. It’s a critical component of success for SEO agencies managing WordPress sites.

By leveraging the performance, security, and time-saving benefits of a managed hosting provider like Kinsta, agencies can improve client results, enhance their relationships, and streamline their operations.

When it comes to SEO, every second counts. A fast, secure, and well-maintained website will always perform better in search rankings. For agencies looking to deliver maximum value to their clients, investing in managed hosting is a smart, long-term decision.

Ready to make the switch?

Kinsta offers a guarantee of no-shared hosting, 99.99% uptime guarantee, and 24/7/365 support, so we’re here when you need us. Plus, we makes it easy, effortless, and free to move to Kinsta.

Our team of migration experts have experience switching from all web hosts. And when you make the switch to Kinsta, we’ll give you up to $10,000 in free hosting to ensure you avoid paying double hosting bills.


Image Credits

Featured Image: Image by Kinsta. Used with permission.

In-Post Image: Images by Kinsta. Used with permission.