Cards Face Checkout Competition, Studies Find

For years, familiar credit card logos have dominated ecommerce checkout screens. Recent studies, however, suggest that pay-by-bank and other alternative payment methods may gradually overtake Visa, Mastercard, American Express, and Discover. I discussed these findings with U.S. and European analysts.

Javelin is a global strategy and research firm focused on payments, digital banking, and security. A Javelin report titled “2024 Emerging Trends and Predictions: Emerging Payments Technology,” published in November 2023, placed card-brand challenges in the same bucket as generative AI and digital identity: three trends to impact consumers.

Researchers predicted that new options would unseat default-to-card payment methods, particularly in the United States.

Christopher Miller, lead analyst for emerging payments and the report’s co-author, said cards don’t die; they just fade away. “We’ve seen card-killers over the years, everything from wearables and digital wallets to pay-by-app and account-to-account payments. Our argument, based on the research, is that none of these solutions challenge cards but all of them collectively are shifting payment experiences over time.”

A collage of many payment-brand logos

Consumers enjoy many payment options beyond traditional credit and debit cards.

Ecommerce Rising, Cards Fading

Miller proposed that a card-free world will gradually shift from terminals to ecommerce checkouts, fueled by incremental technological advancements.

“Ecommerce transactions offer little in the way of reinforcing card behavior,” Miller said. “They offer opportunities for many different payment types because it’s easier for consumers to select an option virtually than in a physical environment.”

For example, ecommerce merchants could put pay-by-bank next to PayPal or Apple Pay and let the customer decide, he explained. Merchants could also encourage customers to shift a portion of their spend from cards to less costly pay-by-bank. This strategy would work best with returning customers, he said, not first-time shoppers who may never revisit an online store.

Merchants seek to remove friction from checkout experiences. They’d prefer not to inconvenience shoppers, especially those who don’t want to set up an account or provide payment information.

Adding Value to Pay-by-Bank

Matt Jones, consultant and advisor at Payments Culture, a U.K.-based fintech and payments consultancy, said a 2022 study by Plaid, a software provider for pay-by-bank apps, found incentives can drive consumers’ pay-by-bank adoption.

“The Plaid study found that if consumers are offered a discount at checkout, they are more likely to pay by bank instead of a card, with the optimal discount being around 1%,” he said, adding that Plaid researchers noticed even modest discounts can convince first-time users to initiate pay-by-bank transactions.

Freelance fintech writer Tom Sullivan shared highlights from Plaid’s research in a December 2023 post, noting that pay-by-bank transactions are direct transfers in three steps from a consumer’s bank account to a business’s.

  • Step 1. Account verification (i.e., authentication) verifies a customer’s account and ability to send funds.
  • Step 2: Fraud and risk checks protect consumers and merchants.
  • Step 3: Money movement supported in the U.S. by Automated Clearing House (ACH), Real-time payments, and the Federal Reserve’s FedNow in the U.K. by Faster Payments Service (FPS) and Clearing House Automated Payment System (CHAPS).

Matt Jones added, “With the average interchange fee in the United States being over 2%, and the total cost of card payments more than 2.5%, there is a strong incentive for ecommerce merchants to encourage customers to switch to bank payments.”

He cited The Information as an example. The U.S. tech-news publisher offers a $5 discount on a $399 annual subscription to users who pay by bank instead of a credit or debit card.

Africa fights rising hunger by looking to foods of the past

The first time the rains failed, the farmers of Kanaani were prepared for it. It was April of 2021, and as climate change had made the weather increasingly erratic, families in the eastern Kenyan village had grown used to saving food from previous harvests. But as another wet season passed with barely any rain, and then another, the community of small homesteads, just off the main road linking Nairobi to the coast of the Indian Ocean, found itself in a full-fledged hunger crisis. 

By the end of 2022, Danson Mutua, a longtime Kanaani resident, counted himself lucky that his farm still had pockets of green: Over the years, he’d gradually replaced much of his maize, the staple crop in Kenya and several other parts of Africa, with more drought-resistant crops. He’d planted sorghum, a tall grass capped with tufts of seeds that look like arrowheads, as well as protein-rich legumes like pigeon peas and green gram, which don’t require any chemical fertilizers and are also prized for fixing nitrogen in soils. Many of his neighbors’ fields were completely parched. Cows, with little to eat themselves, had stopped producing milk; some had started dying. While it was still possible to buy grain at the local market, prices had spiked, and few people had the cash to pay for it. 

Mutua, a father of two, began using his bedroom to secure the little he’d managed to harvest. “If I left it out, it would have disappeared,” he told me from his home in May, 14 months after the rains had finally returned and allowed Kanaani’s farmers to begin recovering. “People will do anything to get food when they’re starving.”

The food insecurity facing Mutua and his neighbors is hardly unique. In 2023, according to the United Nations’ Food and Agriculture Organization, or FAO, an estimated 733 million people around the world were “undernourished,” meaning they lacked sufficient food to “maintain a normal, active, and healthy life.” After falling steadily for decades, the prevalence of global hunger is now on the rise—nowhere more so than in sub-Saharan Africa, where conflicts, economic fallout from the covid-19 pandemic, and extreme weather events linked to climate change pushed the share of the population considered undernourished from 18% in 2015 to 23% in 2023. The FAO estimates that 63% of people in the region are “food insecure”—not necessarily undernourished but unable to consistently eat filling, nutritious meals.

In Africa, like anywhere, hunger is driven by many interwoven factors, not all of which are a consequence of farming practices. Increasingly, though, policymakers on the continent are casting a critical eye toward the types of crops in farmers’ plots, especially the globally dominant and climate-vulnerable grains like rice, wheat, and above all, maize. Africa’s indigenous crops are often more nutritious and better suited to the hot and dry conditions that are becoming more prevalent, yet many have been neglected by science, which means they tend to be more vulnerable to diseases and pests and yield well below their theoretical potential. Some refer to them as “orphan crops” because of this. 

Efforts to develop new varieties of many of these crops, by breeding for desired traits, have been in the works for decades—through state-backed institutions, a continent-wide research consortium, and underfunded scientists’ tinkering with hand-pollinated crosses. Now those endeavors have gotten a major boost: In 2023, the US Department of State, in partnership with the African Union, the FAO, and several global agriculture institutions, launched the Vision for Adapted Crops and Soils, or VACS, a new Africa-focused initiative that seeks to accelerate research and development for traditional crops and help revive the region’s long-­depleted soils. VACS, which had received funding pledges worth $200 million as of August, marks an important turning point, its proponents say—not only because it’s pumping an unprecedented flow of money into foods that have long been disregarded but because it’s being driven by the US government, which has often promoted farming policies around the world that have helped entrench maize and other food commodities at the expense of local crop diversity.

It may be too soon to call VACS a true paradigm shift: Maize is likely to remain central to many governments’ farming policies, and the coordinated crop R&D the program seeks to hasten is only getting started. Many of the crops it aims to promote could be difficult to integrate into commercial supply chains and market to growing urban populations, which may be hesitant to start eating like their ancestors. Some worry that crops farmed without synthetic fertilizers and pesticides today will be “improved” in a way that makes farmers more dependent on these chemicals—in turn, raising farm expenses and eroding soil fertility in the long run. Yet for many of the policymakers, scientists, and farmers who’ve been championing crop diversity for decades, this high-level attention is welcome and long overdue.

“One of the things our community has always cried for is how to raise the profile of these crops and get them on the global agenda,” says Tafadzwa Mabhaudhi, a longtime advocate of traditional crops and a professor of climate change, food systems, and health at the London School of Hygiene and Tropical Medicine, who comes from Zimbabwe.

Now the question is whether researchers, governments, and farmers like Mutua can work together in a way that gets these crops onto plates and provides Africans from all walks of life with the energy and nutrition that they need to thrive, whatever climate change throws their way.

A New World addiction

Africa’s love affair with maize, which was first domesticated several thousand years ago in central Mexico, dates to a period known as the Columbian exchange, when the trans-Atlantic flow of plants, animals, metals, diseases, and people—especially enslaved Africans—dramatically reshaped the world economy. The new crop, which arrived in Africa sometime after 1500 along with other New World foods like beans, potatoes, and cassava, was tastier and required less labor than indigenous cereals like millet and sorghum, and under the right conditions it could yield significantly more calories. It quickly spread across the continent, though it didn’t begin to dominate until European powers carved up most of Africa into colonies in the late 19th century. Its uptake was greatest in southern Africa and Kenya, which both had large numbers of white settlers. These predominantly British farmers, tilling land that had often been commandeered from Africans, began adopting new maize varieties that were higher yielding and more suitable for mechanized milling—albeit less nutritious—than both native grains and the types of maize that had been farmed locally since the 16th century. 

“People plant maize, harvest nothing, and still plant maize the next season. It’s difficult to change that mindset.”

Florence Wambugu, CEO, Africa Harvest

Eager to participate in the new market economy, African farmers followed suit; when hybrid maize varieties arrived in the 1960s, promising even higher yields, the binge only accelerated. By 1990, maize accounted for more than half of all calories consumed in Malawi and Zambia and at least 20% of calories eaten in a dozen other African countries. Today, it remains omnipresent—as a flour boiled into a sticky paste; as kernels jumbled with beans, tomatoes, and a little salt; or as fermented dumplings steamed and served inside the husk. Florence Wambugu, CEO of Africa Harvest, a Kenyan organization that helps farmers adopt maize alternatives, says the crop has such cultural significance that many insist on cultivating it even where it often fails. “People plant maize, harvest nothing, and still plant maize the next season,” she says. “It’s difficult to change that mindset.”

Maize and Africa have never been a perfect match. The plant is notoriously picky, requiring nutrient-rich soils and plentiful water at specific moments. Many of Africa’s soils are naturally deficient in key elements like nitrogen and phosphorus. Over time, the fertilizers needed to support hybrid varieties, often subsidized by governments, depleted soils even further. Large portions of Africa’s inhabited areas are also dry or semi-arid, and 80% of farms south of the Sahara are occupied by smallholders, who work plots of 10 hectares or less. On these farms, irrigation can be spatially impractical and often does not make economic sense. 

It would be a stretch to blame Africa’s maize addiction for its most devastating hunger crises. Research by Alex de Waal, an expert in humanitarian disasters at Tufts University, has found that more than three-quarters of global famine deaths between 1870 and 2010 occurred in the context of “conflict or political repression.” That description certainly applies to today’s worst hunger crisis, in Sudan, a country being ripped apart by rival military governments. As of September, according to the UN, more than 8.5 million people in the country were facing “emergency levels of hunger,” and 755,000 were facing conditions deemed “catastrophic.”

overhead of a bowl of stew
Ground egusi seeds, rich in protein and B vitamins, are used in a popular West African soup.
ADAM DETOUR

For most African farmers, though, weather extremes pose a greater risk than conflict. The two-year drought that affected Mutua, for example, has been linked to a narrowing of the cloud belt that straddles the equator, as well as the tendency of land to lose moisture faster in higher temperatures. According to one 2023 study, by a global coalition of meteorologists, these climatic changes made that drought—which contributed to a 22% drop in Kenya’s national maize output and forced a million people from their homes across eastern Africa—100 times more likely. The UN’s Intergovernmental Panel on Climate Change expects yields of maize, wheat, and rice in tropical regions to fall by 5%, on average, for every degree Celsius that the planet heats up. Eastern Africa could be especially hard hit. A rise in global temperatures of 1.5 degrees above preindustrial levels, which scientists believe is likely to occur sometime in the 2030s, is projected to cause maize yields there to drop by roughly one-third from where they stood in 2005.  

Food demand continues to rise: Sub-Saharan Africa’s population, 1.2 billion now, is expected to surpass 2 billion by 2050.

Food demand, at the same time, will continue to rise: Sub-Saharan Africa’s population, 1.2 billion now, is expected to surpass 2 billion by 2050, and roughly half of those new people will be born and come of age in cities. Many will grow up on Westernized diets: Young, middle-class residents of Nairobi today are more likely to meet friends for burgers than to eat local dishes like nyama choma, roasted meat typically washed down with bottles of Tusker lager. KFC, seen by many as a status symbol, has franchises in a dozen Kenyan towns and cities; those looking to splurge can dine on sushi crafted from seafood flown in specially from Tokyo. Most, though, get by on simple foods like ugali, a maize porridge often accompanied by collard greens or kale. Although some urban residents consume maize grown on family farms “upcountry,” most of them buy it; when domestic harvests underperform, imports rise and prices spike, and more people go hungry. 

A solution from science?

The push to revive Africa’s indigenous crops is a matter of nutrition as well. An overreliance on maize and other starches is a big reason that nearly a third of children under five in sub-Saharan Africa are stunted—a condition that can affect cognition and immune system functioning for life. Many traditional foods are nutrient dense and have potential to combat key dietary deficiencies, says Enoch Achigan-Dako, a professor of genetics and plant breeding at the University of Abomey-Calavi in Benin. He cites egusi as a prime example. The melon seed, used in a popular West African soup, is rich in protein and the B vitamins the body needs to convert food into energy; it is already a lifeline in many places where milk is not widely available. Breeding new varieties with shorter growth cycles, he says, could make the plant more viable in drier areas. Achigan-Dako also believes that many orphan crops hold untapped commercial potential that could help farmers combat hunger indirectly. 

Increasingly, institutions are embracing similar views. In 2013, the 55-­member-state African Union launched the African Orphan Crops Consortium, or AOCC—a collaboration with CGIAR, a global coalition of 15 nonprofit food research institutions, the University of California, Davis, and other partners. The AOCC has since trained more than 150 scientists from 28 African countries in plant breeding techniques through 18-month courses held in Nairobi. It’s also worked to sequence the genomes of 101 understudied crops, in part to facilitate the use of genomic selection. This technique involves correlating observed traits, like drought or pest resistance, with plant DNA, which helps breeders make better-­informed crosses and develop new varieties faster. The consortium launched another course last year to train African scientists in the popular gene-editing technique CRISPR, which enables the tweaking of plant DNA directly. While regulatory and licensing hurdles remain, Leena Tripathi, a molecular biologist at CGIAR’s International Institute of Tropical Agriculture (IITA) and a CRISPR course instructor, believes gene-editing tools could eventually play a big role in accelerating breeding efforts for orphan crops. Most exciting, she says, is the promise of mimicking genes for disease resistance that are found in wild plants but not in cultivated varieties available for crossing.   

For many orphan crops, old-­fashioned breeding techniques also hold big promise. Mathews Dida, a professor of plant genetics and breeding at Kenya’s Maseno University and an alumnus of the AOCC’s course in Nairobi, has focused much of his career on the iron-rich grain finger millet. He believes yields could more than double if breeders incorporated a semi-dwarf gene—a technique first used with wheat and rice in the 1960s. That would shorten the plants so that they don’t bend and break when supplied with nitrogen-based fertilizer. Yet money for such projects, which largely comes from foreign grants, is often tight. “The effort we’re able to put in is very erratic,” he says.

VACS, the new US government initiative, was envisioned in part to help plug these sorts of gaps. Its move to champion traditional crops marks a significant pivot. The United States was a key backer of the Green Revolution that helped consolidate the global dominance of rice, wheat, and maize during the 1960s and 1970s. And in recent decades its aid dollars have tended to support programs in Africa that also emphasize the chemical-­intensive farming of maize and other commercial staples. 

Change, though, was afoot: In 2021, with hunger on the rise, the African Union explicitly called for “intentional investments towards increased productivity and production in traditional and indigenous crops.” It found a sympathetic ear in Cary Fowler, a longtime biodiversity advocate who was appointed US special envoy for global food security by President Joe Biden in 2022. The 74-year-old Tennessean was a co-recipient of this year’s World Food Prize, agriculture’s equivalent of the Nobel, for his role in establishing the Svalbard Global Seed Vault, a facility in the Norwegian Arctic that holds copies of more than 1.3 million seed samples from around the world. Fowler has argued for decades that the loss of crop diversity wrought by the global expansion of large-scale farming risks fueling future hunger crises.

VACS, which complements the United States’ existing food security initiative, Feed the Future, began by working with the AOCC and other experts to develop an initial list of underutilized crops that were climate resilient and had the greatest potential to boost nutrition in Africa. It pared that list down to a group of 20 “opportunity crops” and commissioned models that assessed their future productivity under different climate-change scenarios. The models predicted net yield gains for many: Carbon dioxide, including that released by burning fossil fuels, is the key input in plant photosynthesis, and in some cases the “fertilization effect” of higher atmospheric CO2 can more than nullify the harmful impact of hotter temperatures. 

According to Fowler’s deputy, Anna Nelson, VACS will now operate as a “broad coalition,” with funds channeled through four core implementing partners. One of them, CGIAR, is spearheading R&D on an initial seven of those 20 crops—pigeon peas, Bambara groundnuts, taro, sesame, finger millet, okra, and amaranth—through partnerships with a range of research institutions and scientists. (Mabhaudhi, Achigan-Dako, and Tripathi are all involved in some capacity.) The FAO is leading an initiative that seeks to drive improvements in soil fertility, in part through tools that help farmers decide where and what to plant on the basis of soil characteristics. While Africa remains VACS’s central focus, activities have also launched or are being planned in Guatemala, Honduras, and the Pacific Community, a bloc of 22 Pacific island states and territories. The idea, Nelson tells me, is that VACS will continue to evolve as a “movement” that isn’t necessarily tied to US funding—or to the priorities of the next occupant of the White House. “The US is playing a convening and accelerating role,” she says. But the movement, she adds, is “globally owned.”

Making farm-to-table work

In some ways, the VACS concept is a unifying one. There’s long been a big and often rancorous divide between those who believe Africa needs more innovation-­driven Green Revolution–style agriculture and those promoting ecological approaches, who insist that chemically intensive commercial crops aren’t fit for smallholders. In its focus on seed science as well as crop diversity and soil, VACS has something to offer both. Still, the degree to which the movement can change the direction of Africa’s food production remains an open question. VACS’s initial funding—roughly $150 million pledged by the US and $50 million pledged by other governments as of August—is more than has ever been earmarked for traditional crops and soils at a single moment. The AOCC, by comparison, spent $6.5 million on its plant breeding academy over a decade; as of 2023, its alumni had received a total of $175 million, largely from external grants, to finance crop improvement. Yet enabling orphan crops to reach their full potential, says Allen Van Deynze, the AOCC’s scientific director, who also heads the Seed Biotechnology Center at the University of California, Davis, would require an even bigger scale-up: $1 million per year, ideally, for every type of crop being prioritized in every country, or between $500 million and $1 billion per year across the continent.

“If there are shortages of maize, there will be demonstrations. But nobody’s going to demonstrate if there’s not enough millet, sorghum, or sweet potato.”

Florence Wambugu, CEO, Africa Harvest

Despite the African Union’s support, it remains to be seen if VACS will galvanize African governments to chip in more for crop development themselves. In Kenya, the state-run Agricultural & Livestock Research Organization, or KALRO, has R&D programs for crops such as pigeon peas, green gram, sorghum, and teff. Nonetheless, Wambugu and others say the overall government commitment to traditional crops is tepid—in part because they don’t have a big impact on politics. “If there are shortages of maize, there will be demonstrations,” she says. “But nobody’s going to demonstrate if there’s not enough millet, sorghum, or sweet potato.”

Others express concern that some participants in the VACS movement, including global institutions and private companies, could co-opt long-standing efforts by locals to support traditional crops. Sabrina Masinjila, research and advocacy officer at the African Center for Biodiversity, a Johannesburg-based organization that promotes ecological farming practices and is critical of corporate involvement in Africa’s food systems, sees red flags in VACS’s partnerships with several Western companies. Most concerning, she says, is the support of Bayer, the German biotech conglomerate, for the IITA’s work developing climate-­resilient varieties of banana. In 2018 Bayer purchased Monsanto, which had become a global agrochemical giant through the sale of glyphosate, a weed killer the World Health Organization calls “probably carcinogenic,” along with seeds genetically modified to resist it. Monsanto had also long attracted scrutiny for aggressively pursuing claims of seed patent violations against farmers. Masinjila, a Tanzanian, fears that VACS could open the door to multinational companies’ use of African crops’ genetic sequences for their own private interests or to develop varieties that demand application of expensive, environmentally damaging pesticides and fertilizers.

According to Nelson, no VACS-related US funding will go to crop development that results in any private-sector patents. Seeds developed through CGIAR, VACS’s primary crop R&D partner, are considered to be public goods and are generally made available to governments, researchers, and farmers free of charge. Nonetheless, Nelson does not rule out the possibility that some improved varieties might require costlier, non-organic farming methods. “At its core, VACS is about making more options available to farmers,” she says.

While most indigenous-crop advocates I’ve spoken to are excited about VACS’s potential, several cite other likely bottlenecks, including challenges in getting improved varieties to farmers. A 2023 study by Benson Nyongesa, a professor of plant genetics at the University of Eldoret in Kenya, found that 33% of registered varieties of sorghum and 47% of registered varieties of finger millet had not made it into the fields of farmers; instead, he says, they remained “sitting on the shelves of the institutions that developed them.” The problem represents a market failure: Most traditional crops are self- or open-­pollinated, which means farmers can save a portion of their harvest to plant as seeds the following year instead of buying new ones. Seed companies, he and others say, are out to make a profit and are generally not interested in commercializing them.

Farmers can access seeds in other ways, sometimes with the help of grassroots organizations. Wambugu’s Africa Harvest, which receives funding from the Mastercard Foundation, provides a “starter pack” of seeds for drought-­tolerant crops like sorghum, groundnuts, pigeon peas, and green gram. It also helps its beneficiaries navigate another common challenge: finding markets for their produce. Most smallholders consume a portion of the crops they grow, but they also need cash, and commercial demand isn’t always forthcoming. Part of the reason, says Pamela Muyeshi, owner of Amaica, a Nairobi restaurant specializing in traditional Kenyan fare, is that Kenyans often consider indigenous foods to be “primitive.” This is especially true for those in urban areas who face food insecurity and could benefit from the nutrients these foods offer but often feel pressure to appear modern. Lacking economies of scale, many of these foods remain expensive. To the extent they’re catching on, she says, it’s mainly among the affluent.

The global research partnership CGIAR is spearheading R&D on several drought-tolerant crops, including green gram.
ADAM DETOUR

Similar “social acceptability” barriers will need to be overcome in South Africa, says Peter Johnston, a climate scientist who specializes in agricultural adaptation at the University of Cape Town. Johnston believes traditional crops have an important role to play in Africa’s climate resilience efforts, but he notes that no single crop is fully immune to the extreme droughts, floods, and heat waves that have become more frequent and more unpredictable. Crop diversification strategies, he says, will work best if paired with “anticipatory action”—pre-agreed and pre-financed responses, like the distribution of food aid or cash, when certain weather-related thresholds are breached.

Mutua, for his part, is a testament that better crop varieties, coupled with a little foresight, can go a long way in the face of crisis. When the drought hit in 2021, his maize didn’t stand a chance. Yields of pigeon peas and cowpeas were well below average. Birds, notorious for feasting on sorghum, were especially ravenous. The savior turned out to be green gram, better known in Kenya by its Swahili name, ndengu. Although native to India, the crop is well suited to eastern Kenya’s sandy soils and semi-arid climate, and varieties bred by KALRO to be larger and faster maturing have helped its yields improve over time. In good years, Mutua sells much of his harvest, but after the first season with barely any rain, he hung onto it; soon, out of necessity, ndengu became the fixture of his family’s diet. On my visit to his farm, he pointed it out with particular reverence: a low-lying plant with slender green pods that radiate like spokes of a bicycle wheel. The crop, Mutua told me, has become so vital to this area that some people consider it their “gold.”

If the movement to revive “forgotten” crops lives up to its promise, other climate-­stressed corners of Africa might soon discover their gold equivalent as well.

Jonathan W. Rosen is a journalist who writes about Africa. Evans Kathimbu assisted his reporting from Kenya.

How to… delete your 23andMe data

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

Things aren’t looking good for 23andMe. The consumer DNA testing company recently parted ways with all its board members but CEO Anne Wojcicki over her plans to take the company private. It’s also still dealing with the fallout of a major security breach last October, which saw hackers access the personal data of around 5.5 million customers.

23andMe’s business is built on taking saliva samples from its customers. The DNA from those samples is processed and analyzed in its labs to produce personalized genetic reports detailing a user’s unique health and ancestry. The uncertainty swirling around the company’s future and potential new ownership  has prompted privacy campaigners to urge users to delete their data.

“It’s not just you. If anyone in your family gave their DNA to 23&Me, for all of your sakes, close your/their account now,” Meredith Whittaker, president of the encrypted messaging platform Signal, posted on X after the board’s resignation. 

“Customers should consider current threats to their privacy as well as threats that may exist in the future—some of which may be magnified if 23AndMe were sold to a new owner,” says Jason Kelley, activism director at the Electronic Frontier Foundation. “23AndMe has protections around this much of this. But a potential sale could put your data in the hands of a far less scrupulous company.”

A spokesperson for 23andMe said that the company has strong customer privacy protections in place, and does not share customer data with third parties without customers’ consent. “Our research program is opt-in, requiring customers to go through a separate, informed consent process before joining,” they say. “We are committed to protecting customer data and are consistently focused on maintaining the privacy of our customers. That will not change.”

Why deleting your account comes with a caveat

Deleting your data from 23andMe is permanent and cannot be reversed. But some of that data will be retained to comply with the company’s legal obligations, according to its privacy statement

That means 23andMe and its third-party genotyping laboratory will hang onto some of your genetic information, plus your date of birth and sex—alongside data linked to your account deletion request, including your email address and deletion request identifier. When MIT Technology Review asked 23andMe about the nature of the genetic information it retains, it referred us to its privacy policy but didn’t provide any other details.

Any information you’ve previously provided and consented to being used in 23andMe research projects also cannot be removed from ongoing or completed studies, although it will not be used in any future ones. 

Beyond the laboratories that process the saliva samples, the company does not share customer information with anyone else unless the user has given permission for it to do so, the spokesperson says, including employers, insurance companies, law enforcement agencies, or any public databases.

“We treat law enforcement inquiries, such as a valid subpoena or court order, with the utmost seriousness. We use all legal measures to resist any and all requests in order to protect our customer’s privacy,” the spokesperson says. “To date, we have successfully challenged these requests and have not released any information to law enforcement.”

For those who still want their data deleted, here’s how you go about it.

How to delete your data from 23andMe

  1. Log into your account and navigate to Settings.
  2. Under Settings, scroll to the section titled 23andMe data. Select View.
  3. You may be asked to enter your date of birth for extra security. 
  4. In the next section, you’ll be asked which, if any, personal data you’d like to download from the company (onto a personal, not public, computer). Once you’re finished, scroll to the bottom and select Permanently delete data.
  5. You should then receive an email from 23andMe detailing its account deletion policy and requesting that you confirm your request. Once you confirm you’d like your data to be deleted, the deletion will begin automatically and you’ll immediately lose access to your account. 

What about your genetic sample?

When you set up your 23andMe account, you’re given the option either to have your saliva sample securely destroyed or to have it stored for future testing. If you’ve previously opted to store your sample but now want to delete your 23andMe account, the company says, it will destroy the sample for you as part of the account deletion process.

What if you want to keep your genetic data, just not on 23andMe?

Even if you want your data taken off 23AndMe, there are reasons why you might still want to have it hosted on other DNA sites—for genealogical research, for example. And some people like the idea of having their DNA results stored on more than one database in case something happens to any one company. This is where downloading your data comes into play. FamilyTreeDNA, MyHeritage, GEDmatch, and Living DNA are among the DNA testing companies that allow you to upload existing DNA results from other companies, although Ancestry and 23andMe don’t accept uploads.

How to download your raw genetic data

  1. Navigate directly to you.23andme.com/tools/data/.
  2. Click on your profile name on the top right-hand corner. Then select Resources from the menu.
  3. Select Browse raw genotyping data and then Download.
  4. Visit Account settings and click on View under 23andMe data.
  5. Enter your date of birth for security purposes.
  6. Tick the box indicating that you understand the limitations and risks associated with uploading your information to third-party sites and press Submit request.

23andMe warns its users that uploading their data to other services could put genetic data privacy at risk. For example, bad actors could use someone else’s DNA data to create fake genetic profiles.

They could use these profiles to “match” with a relative and access personal identifying information and specific DNA variants—such as information about any disease risk variants you might carry, the spokesperson says, adding: “This is one reason why we don’t support uploading DNA to 23andMe at this time.” 

Update: This article has been updated to reflect that when asked about the nature of the genetic information it retains, 23andMe referred us to its privacy policy but didn’t provide any other details.

The Download: growing Africa’s food, and deleting your 23andMe data

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.

Africa fights rising hunger by looking to foods of the past

After falling steadily for decades, the prevalence of global hunger is now on the rise—nowhere more so than in sub-Saharan Africa.

Conflicts, economic fallout from the covid-19 pandemic, and extreme weather events linked to climate change have pushed the share of the population considered undernourished from 18% in 2015 to 23% in 2023.

Africa’s indigenous crops are often more nutritious and better suited to the hot and dry conditions that are becoming more prevalent, yet many have been neglected by science, which means they tend to be more vulnerable to diseases and pests and yield well below their theoretical potential.

Now the question is whether researchers, governments, and farmers can work together in a way that gets these crops onto plates and provides Africans from all walks of life with the energy and nutrition that they need to thrive, whatever climate change throws their way. Read the full story.

—Jonathan W. Rosen

This piece is from the next print issue of MIT Technology Review, which comes out next Wednesday and delves into the weird and wonderful world of food. If you don’t already, subscribe to receive a copy once it lands.

How to… delete your 23andMe data

Things aren’t looking good for 23andMe. The consumer DNA testing company recently parted ways with all its board members but CEO Anne Wojcicki over her plans to take the company private. It’s also still dealing with the fallout of a major security breach last October, which saw hackers access the personal data of around 5.5 million customers.

23andMe’s business is built on taking DNA samples from its customers to produce personalized genetic reports detailing a user’s unique health and ancestry. The uncertainty swirling around the company’s future and potential new ownership has prompted privacy campaigners to urge users to delete their data. Caveats apply… but here’s how you can do it

—Rhiannon Williams

The must-reads

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

1 SpaceX’s rocket test over the weekend was a success
But its launch system still faces plenty of challenges. (Bloomberg $)
+ A pair of mechanical arms grabbed the rocket in mid-air. (Ars Technica)
+ It was the first time such a feat has ever been pulled off. (Economist $)

2 Hurricane Helene has triggered a major IV fluids shortage
The storm took out a major producer, forcing doctors to delay elective surgeries. (Ars Technica)
+ Hurricane engineering won’t necessarily protect us in the future. (The Atlantic $)
+ How climate change can supercharge hurricanes. (MIT Technology Review)

3 China’s answer to Instagram is flourishing
It’s rapidly gaining popularity among young women in the country. (FT $)
+ Everyone’s a shopping influencer these days. (Rest of World)
+ Chinese platforms are cracking down on influencers selling AI lessons. (MIT Technology Review)

4 How Big Tech scuppered North Omaha’s plans to phase out coal
Meta and Google’s nearby data centers require power, and fast. (WP $)
+ The UK is done with coal. How’s the rest of the world doing? (MIT Technology Review)

5 OpenAI has gone to war with Open AI
A small space between letters can make all the difference. (Bloomberg $)

6 Europe could edge closer to becoming Silicon Valley
New Palo Alto, here we come. (Wired $)

7 Bacterial cells can sense the approach of cold weather
It suggests that an awareness of seasons is fundamental to life. (Quanta Magazine)
+ How some bacteria are cleaning up our messy water supply. (MIT Technology Review)

8 What Reddit can teach governments about how to handle crises
It’s one of the last bastions of well-moderated spaces left online. (NY Mag $)

9 The Internet Archive is back online
But it’s read-only following a series of cyberattacks. (The Verge)
+ Why a ruling against the Internet Archive threatens the future of America’s libraries. (MIT Technology Review)

10 Long-dead museum specimens are being given a voice
Thanks to the wonders of AI. (The Guardian)

Quote of the day

“You’re going to have to pardon my French, but that’s complete B.S.”

—AI researcher Yann LeCun tells the Wall Street Journal why he isn’t worried about the technology reaching the point where it poses a threat to humans any time soon.

The big story

Minneapolis police used fake social media profiles to surveil Black people

April 2022

The Minneapolis Police Department violated civil rights law through a pattern of racist policing practices, according to a damning report by the Minnesota Department of Human Rights.

The report found that officers stop, search, arrest, and use force against people of color at a much higher rate than white people, and covertly surveilled Black people not suspected of any crimes via social media.

The findings are consistent with MIT Technology Review’s investigation of Minnesota law enforcement agencies, which has revealed an extensive surveillance network that targeted activists in the aftermath of the murder of George Floyd. Read the full story.

—Tate Ryan-Mosley and Sam Richards

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.)

+ It’s just as Charli xcx intended: her hit 360 as played on handbells.
+ The annual Wildlife Photographer of the Year never disappoints. ($)
+ Silence of the Lambs is a horror classic. But 33 years on from its release, there are still plenty of hidden gems to uncover.
+ Why are the northern lights so visible all of a sudden? Blame solar maximum.

Data strategies for AI leaders

Organizations are starting the heavy lifting to get real business value from generative AI. As Arnab Chakraborty, chief responsible AI officer at Accenture, puts it, “2023 was the year when clients were amazed with generative AI and the possibilities. In 2024, we are starting to see scaled implementations of responsible generative AI programs.”

Some generative AI efforts remain modest. As Neil Ward-Dutton, vice president for automation, analytics, and AI at IDC Europe, describes it, this is “a classic kind of automation: making teams or individuals more productive, getting rid of drudgery, and allowing people to deliver better results more quickly.” Most companies, though, have much greater ambitions for generative AI: they are looking to reshape how they operate and what they sell.

Great expectations for generative AI

The expectation that generative AI could fundamentally upend business models and product offerings is driven by the technology’s power to unlock vast amounts of data that were previously inaccessible. “Eighty to 90% of the world’s data is unstructured,” says Baris Gultekin, head of AI at AI data cloud company Snowflake. “But what’s exciting is that AI is opening the door for organizations to gain insights from this data that they simply couldn’t before.”

In a poll conducted by MIT Technology Review Insights, global executives were asked about the value they hoped to derive from generative AI. Many say they are prioritizing the technology’s ability to increase efficiency and productivity (72%), increase market competitiveness (55%), and drive better products and services (47%). Few see the technology primarily as a driver of increased revenue (30%) or reduced costs (24%), which is suggestive of executives’ loftier ambitions. Respondents’ top ambitions for generative AI seem to work hand in hand. More than half of companies say new routes toward market competitiveness are one of their top three goals, and the two likely paths they might take to achieve this are increased efficiency and better products or services.

For companies rolling out generative AI, these are not necessarily distinct choices. Chakraborty sees a “thin line between efficiency and innovation” in current activity. “We are starting to notice companies applying generative AI agents for employees, and the use case is internal,” he says, but the time saved on mundane tasks allows personnel to focus on customer service or more creative activities. Gultekin agrees. “We’re seeing innovation with customers building internal generative AI products that unlock a lot of value,” he says. “They’re being built for productivity gains and efficiencies.”

Chakraborty cites marketing campaigns as an example: “The whole supply chain of creative input is getting re-imagined using the power of generative AI. That is obviously going to create new levels of efficiency, but at the same time probably create innovation in the way you bring new product ideas into the market.” Similarly, Gultekin reports that a global technology conglomerate and Snowflake customer has used AI to make “700,000 pages of research available to their team so that they can ask questions and then increase the pace of their own innovation.”

The impact of generative AI on chatbots—in Gultekin’s words, “the bread and butter of the recent AI cycle”—may be the best example. The rapid expansion in chatbot capabilities using AI borders between the improvement of an existing tool and creation of a new one. It is unsurprising, then, that 44% of respondents see improved customer satisfaction as a way that generative AI will bring value.

A closer look at our survey results reflects this overlap between productivity enhancement and product or service innovation. Nearly one-third of respondents (30%) included both increased productivity and innovation in the top three types of value they hope to achieve with generative AI. The first, in many cases, will serve as the main route to the other.

But efficiency gains are not the only path to product or service innovation. Some companies, Chakraborty says, are “making big bets” on wholesale innovation with generative AI. He cites pharmaceutical companies as an example. They, he says, are asking fundamental questions about the technology’s power: “How can I use generative AI to create new treatment pathways or to reimagine my clinical trials process? Can I accelerate the drug discovery time frame from 10 years to five years to one?”

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.

My Top SEO Tools to Analyze Backlinks

Link building is critical for optimizing organic search rankings. External backlinks, especially from trustworthy sites, remain a key ranking factor and generate clicks and engagement.

Here are my top three tools to analyze a site’s backlinks.

Google Search Console

The “Links” tab in Search Console provides data for your own site(s), including:

  • Pages with the most external and internal links.
  • Top anchor text of external links.
  • Top linking sites.

Clicking rows in these reports will list pages containing backlinks to your site.

Search Console provides only a snapshot of your site’s backlink profile. It doesn’t include all the backlinks Google detects nor reveal if those backlinks affect its ranking algorithm. Google often ignores irrelevant or manipulative backlinks.

Search Console is free to use.

Moz

Moz allows registered users to see top backlinks pointing to any site for free. Users can run 10 backlink reports daily without upgrading to a premium account.

Moz’s Link Explorer includes:

  • Inbound links, sorted by Moz’s Page Authority metric.
  • Linking domains, sorted by Moz’s Domain Authority metric.
  • Anchor text of inbound links, sorted by the number of domains using that text.
  • Top pages, sorted by the number of external links pointing to each page.
  • Spam score: pages linking to your site, sorted by Moz’s quality score.

Users can expand rows in any section to see the URLs linking to a page or using a specific anchor text. Users can also compare their backlink profile to competitors’.

Moz provides a helpful, quick overview of any site’s top backlinks and pages for free. Premium plans start at $49 per month.

Here’s the “Top Pages” report of my own site.

Screenshot of the Moz report

Moz’s “Top Pages” report shows the number of external links. Click image to enlarge.

Semrush

Semrush offers advanced filters to analyze any site’s backlink profile. The “Backlink Analytics” section includes:

  • A backlink overview: top anchor text, categories of referring domains, backlink types, top-linking countries, sites with similar backlink profiles, and more.
  • All backlinks, sorted by Semrush’s Authority Score (referring domains, number of backlinks, and organic traffic of each linking page). Filter this report by type (user-generated links or sponsored), the “follow” status, placement (footer, header, content, or sitewide), language, and linking site type (e.g., ecommerce, blog, wiki).
  • Anchor text, sorted by the number of linking pages using specific text.
  • Referring domains, sorted by the number of backlinks and by Authority Score.
  • Indexed pages, sorted by the number of linking domains pointing to each page.
  • Outbound links and domains.

Semrush also provides “live” updates of the latest acquired links for any domain. It claims to be the fastest such tool, with links appearing in its database within 15 minutes.

Semrush doesn’t offer a free version. Monthly plans start at $139.95.

Here’s a backlink overview of my company’s site.

Screenshot of the Semrush report

Semrush’s backlink overview lists categories of referring domains, top anchors, and more. Click image to enlarge.

New AI Apps Reinvent Ecommerce Video

New AI-driven applications can generate video from text, edit a batch of short clips from a single long-form source, produce product videos from static images, and more.

Here is a list of new artificial intelligence-powered video tools. Some are designed to produce ads and marketing content, while others are foundational for media. Most are either free or have free plans.

New AI Video Tools

Meta Movie Gen is a free generative AI tool trained on licensed and public datasets to produce video, images, and audio. Use simple text inputs to generate custom videos and sounds, edit existing videos, and transform static images into unique videos. ​​Movie Gen has four capabilities: video generation, personalized video generation, precise video editing, and audio generation.

Web page of Meta Movie Gen

Meta Movie Gen

Google Product Studio now offers free AI-powered tools to produce product videos from images easily. Choose the product to feature, such as a single image, and select a video theme. Google’s tool will customize the video to match your brand, enhance the image, and highlight product attributes. Use the videos across any channel, such as Google Ads campaigns, Merchant Center, and your website.

Amazon Ads Video Generator uses generative AI from a single product image to produce video ads tailored to an item’s selling proposition and features. Amazon’s new “live image,” part of video generator, can create short, animated campaign images. Both video generator and live image are free and available in beta to select U.S. advertisers.

TikTok Symphony is a free suite of creative tools powered by generative AI that turns minimal inputs, such as assets or a simple product URL, into videos in minutes. The AI-powered Symphony Assistant delivers applicable recommendations to elevate organic and paid content. Symphony’s suite of creative enhancement features is integrated into TikTok ad campaigns through its Ads Manager workflow.

Web page of TikTok Symphony

TikTok Symphony

OpenAI Sora is a text-to-video AI model that generates videos up to one minute long while maintaining visual quality and adherence to the user’s prompt. Sora can produce complex scenes with multiple characters, specific types of motion, and accurate details of the subject and background. The model understands the user’s prompt and the physical world. Plans start at $24 per month.

Clips, from AI video editor Veed, is a free application for turning long-form videos into edited versions that are auto-framed, subtitled, and ready to share and convert into social media clips. The Clips app is free. Veed’s watermark version is free. Premium plans start at $12 per month.

Runway is an applied AI research company that builds tools to generate videos, images, and audio. It recently launched Gen-3 Alpha to power Runway’s text-to-video, image-to-video, and text-to-image tools — with control modes such as motion brush, advanced camera, and director mode, as well as upcoming tools for structure, style, and motion. Users can explore ideas in near real-time using an advanced video generation model. Free for 125 one-time credits. Premium plans start at $12 per month.

Web page of Runway's Gen-3 Alpha

Runway’s Gen-3 Alpha

JoggAI quickly converts product images into videos. Choose an avatar and template from the asset library. Use the AI writer to generate scripts and the batch mode to produce videos at scale. Free for up to three videos. Premium plans start at $15 per month.

Fliki combines text-to-video and text-to-speech AI capabilities to provide an all-in-one platform for content creation. Fliki features avatars, natural voices, on-brand templates, and AI media to create videos with voiceovers. The platform’s AI voices mimic human speech patterns and tonalities. Create videos in more than 75 languages and 100 dialects. Free up to five minutes monthly. Premium plans start at $21 per month.

AI Studios by DeepBrain AI converts text into lifelike AI voices to add to videos. Transform blogs, PDFs, PowerPoint slides, or web pages into videos. Start video projects with editable AI  templates from social media, presentations, and more. Access 80-plus text-to-speech languages and 100 lifelike AI voices at scale. Plans start at $24 per month.

Web page of Deepbrain AI Studios

Deepbrain AI Studios

VideoGen is a platform for producing scripts, narrating content, finding stock footage, and combining it all. Transform text into engaging videos. The AI assistant guides you through the video creation process, offering suggestions and tips to craft an effective video and get more views. Customize videos with the editor — make cuts, upload music, generate subtitles, and more. Plans start at $16 per month.

Videco is a platform for personalized sales videos. Record and upload a video. Clone your voices with AI and import contacts instantly. Create a personalized landing page with dynamic elements such as forms, surveys, and Calendly integration. Send personalized videos directly to prospects through cold email campaigns with over 50 integrations, including Apollo and Smartlead.ai. Track metrics, from video views to engagement, and use A/B testing to drive results. Plans start at €17 per month (roughly $18.50).

Synthesia 2.0 is an AI tool for video production and distribution at scale. Use the “expressive avatar” with high-definition cameras for a professional feel, or create a custom avatar in a natural background using your webcam or phone. The AI video assistant can convert a knowledge base into a library of videos and support brand elements such as an organization’s custom fonts, colors, and logos. Free for 36 minutes per year. Premium plans start at $18 per month.

Web page of Synthesia 2.0

Synthesia 2.0

Google Explains How Cumulative Layout Shift (CLS) Is Measured via @sejournal, @MattGSouthern

Google’s Web Performance Developer Advocate, Barry Pollard, has clarified how Cumulative Layout Shift (CLS) is measured.

CLS quantifies how much unexpected layout shift occurs when a person browses your site.

This metric matters to SEO as it’s one of Google’s Core Web Vitals. Pages with low CLS scores provide a more stable experience, potentially leading to better search visibility.

How is it measured? Pollard addressed this question in a thread on X.

Understanding CLS Measurement

Pollard began by explaining the nature of CLS measurement:

“CLS is ‘unitless’ unlike LCP and INP which are measured in seconds/milliseconds.”

He further clarified:

“Each layout shift is calculated by multipyling two percentages or fractions together: What moved (impact fraction) How much it moved (distance fraction).”

This calculation method helps quantify the severity of layout shifts.

As Pollard explained:

“The whole viewport moves all the way down – that’s worse than just half the view port moving all the way down. The whole viewport moving down a little? That’s not as bad as the whole viewport moving down a lot.”

Worse Case Scenario

Pollard described the worst-case scenario for a single layout shift:

“The maximum layout shift is if 100% of the viewport (impact fraction = 1.0) is moved one full viewport down (distance fraction = 1.0).

This gives a layout shift score of 1.0 and is basically the worst type of shift.”

However, he reminds us of the cumulative nature of CLS:

“CLS is Cumulative Layout Shift, and that first word (cumulative) matters. We take all the individual shifts that happen within a short space of time (max 5 seconds) and sum them up to get the CLS score.”

Pollard explained the reasoning behind the 5-second measurement window:

“Originally we cumulated ALL the shifts, but that didn’t really measure the UX—especially for pages opened for a long time (think SPAs or email). Measuring all shifts meant, given enough, time even the best pages would fail!”

He also noted the theoretical maximum CLS score:

“Since each element can only shift when a frame is drawn and we have a 5 second cap and most devices run at 60fps, that gives a theoretical cap on CLS of 5 secs * 60 fps * 1.0 max shift = 300.”

Interpreting CLS Scores

Pollard addressed how to interpret CLS scores:

“… it helps to think of CLS as a percentage of movement. The good threshold of 0.1 means about the page moved 10%—which could mean the whole page moved 10%, or half the page moved 20%, or lots of little movements were equivalent to either of those.”

Regarding the specific threshold values, Pollard explained:

“So why is 0.1 ‘good’ and 0.25 ‘poor’? That’s explained here as was a combination of what we’d want (CLS = 0!) and what is achievable … 0.05 was actually achievable at the median, but for many sites it wouldn’t be, so went slightly higher.”

See also: What is CLS and How to Optimize It?

Why This Matters

Pollard’s insights provide web developers and SEO professionals with a clearer understanding of measuring and optimizing for CLS.

As you work with CLS, keep these points in mind:

  • CLS is unitless and calculated from impact and distance fractions.
  • It’s cumulative, measuring shifts over a 5-second window.
  • The “good” threshold of 0.1 roughly equates to 10% of viewport movement.
  • CLS scores can exceed 1.0 due to multiple shifts adding up.
  • The thresholds (0.1 for “good”, 0.25 for “poor”) balance ideal performance with achievable goals.

With this insight, you can make adjustments to achieve Google’s threshold.


Featured Image: Piscine26/Shutterstock

When In Your Digital Marketing Journey Should You Start Doing Schema Markup via @sejournal, @marthavanberkel

Schema Markup is a key SEO strategy for brands that want to stay competitive in this new world of search.

Implementing robust Schema Markup can enable brands to improve their SEO performance by:

  • Helping search engines understand, contextualize, and disambiguate the content on their site – which allows search engines to show users more accurate results and drive more quality traffic to their site.
  • Achieving enhanced search results, specifically rich results on Google – which has been proven to increase click-through rates to webpages.

That said, implementing a proper strategy can be tedious and time-consuming. In addition, cross-functional coordination between content, IT, and SEO teams is required for this strategy to be done right.

In this article, we’ll help you figure out if your organization is ready to do this strategy and the right timing for you to kickstart your journey.

Is Your Website Ready For Schema Markup?

Let’s start by talking about the foundational elements you need to have on your website to get a positive ROI from doing it.

Before doing it, your website must have a solid technical SEO foundation. This includes (but is not limited to) pages on your site being indexable by Google and other search engines, your website having a fast load speed, and your website being mobile-friendly.

These technical SEO factors contribute to your visibility on the search engine results page (SERP). Without them, you may not yield the desired outcome from your investments.

In addition to these technical SEO factors, your website should have sufficient content for you to translate into Schema Markup.

Over the years, Google has emphasized the importance of helpful, people-first content and even made it part of its core ranking systems. This approach also requires robust, helpful, people-first content.

Is Your Content Ready For Schema Markup?

Content To Achieve Rich Results

Historically, the improved click-through rate from applying the structured data stemmed from pages achieving rich results on Google.

A rich result is an enhanced search result that includes additional visualizations like stars, pricing, or images in the search result.

As of today, there are over 30 rich results available, each with its own required Schema.org properties and content guidelines to adhere to. Since you can only markup content visible on your page, you must have the content available on your site to use the required Schema.org properties.

For example, to achieve a review snippet for your physician page, you need content on the rating count, rating value, review count, and the physician being reviewed.

Content To Describe Your Entities In Detail

Rich results aside, your website content should also describe the key “things” or entities related to your organization.

Entities are the most important things your customers need to know about your organization so they can engage or buy from you.

Your website is where you provide all the details about these entities, and this technique is what you can use to ensure search engines clearly understand the details about them and how they are related to other things on the internet.

When search engines can understand and contextualize your content with greater accuracy, they can present it to more relevant search queries.

When you have the content to achieve a rich result and semantic understanding, an even higher click-through rate can be achieved.

Content Formatted For Scale

For larger websites, your page layout is also a crucial content factor to consider before doing markup. We recommend having a consistent page layout for each pageset if you want to do it at scale.

For example, if you are using Adobe Experience Manager (AEM), you should use the same AEM components on your product pages.

This enables vendors or your IT team to implement this approach at scale, with consistency and accuracy.

In summary, this is what you need to have before you start doing the markup:

  • Strong SEO foundation.
  • Robust, helpful content.
  • Content formatted for scale.

Good news: If you have these done, you will be ready to start your journey.

Key Events That Indicate It’s Time To Start Doing Schema Markup

There is arguably no better time to start doing this strategy than the present.

However, there are certain key events and sensible moments that can indicate that it’s time for your organization to start doing implementation.

Your Organization Is Looking For Incremental Growth Of Leads From Organic Search

The prime time to start doing it can come as a natural course of your marketing journey.

Say, your SEO team has built a strong foundation for your website, your content team is consistently producing quality content, your website is performing decently well, and your website is one of your key conversion channels.

If your marketing is at this mature stage, investing in structured data can bring that extra lift you want to see from your website.

It can drive more qualified traffic to your site, increase click-through rates, and grow conversions – which ultimately results in more revenue. Furthermore, it can be a competitive advantage that sets you apart from your competitors on the SERP.

At Schema App, our enterprise customers have seen an increase of 10-30% in traffic after implementing this strategy. This number is even higher for pages that have achieved a rich result.

If you can track your conversions, it is a measurable way for you to show your leaders how your team is moving the needle.

Your Organization Needs To Prepare For AI Search

The world of search is changing with the introduction of AI and large language models. Many marketing leaders have been pressured to answer how they plan on preparing for this change.

Schema Markup could be the answer to this. As mentioned earlier, when you implement this, you are translating the content on your website into a machine-readable format for search engines and AI bots to consume.

When you do proper markup, you also define the relationship between things on your website, creating a content knowledge graph of your web content.

Knowledge graphs can ground large language models and give your organization control over how AI search engines understand your content. It is also a reusable data layer supporting internal AI innovations and content optimization.

If your organization is looking for ways to prepare for AI search, it is time to start doing this method.

You Are Building A New Website, Undergoing Website Consolidation, Or Rebranding

Many marketing teams undergo website rebranding projects and consolidate their websites to ensure a consistent, thoughtful user experience.

However, these projects run the risk of loss in organic traffic due to search engines not understanding the change in company name or website URLs.

Thankfully, you can overcome this by utilizing Schema Markup to communicate this change to search engines.

During the rebranding process, you can notify search engines of the new name using the ‘alternateName’ property and use the ‘sameAs’ property to communicate that the old and new brands are the same.

After transitioning to the new brand, you can leverage the ‘legalName’ property to reference the new brand name and update the ‘alternateName’ and ‘sameAs’ property to reference the old name.

Part of a rebranding project might also involve you migrating to a new content management system. In that case, the case for implementing this technique is even more compelling.

You Are Migrating To A New Content Management System

Migrating to a new content management system often involves reviewing your existing content and how it is presented on a page.

This makes it a great time to start implementing it. Why? Because the content on your page informs you of the rich results you can achieve and what you can optimize with it.

As you build your new website, plan to have the SEO foundation, robust content, and scaleable templated content. As soon as it goes live, you can start your journey and maximize the value.

Are You Ready To Start Doing Schema Markup?

Doing it might be a natural course in your digital marketing journey, especially in the age of generative AI.

It could also be a way to mitigate traffic losses during your rebranding or CMS migration projects.

Whatever your reason, your website should have a strong technical SEO foundation and good-quality content before investing in a Schema Markup solution.

That way, you’ll be able to achieve rich results and create a robust content knowledge graph, reaping the full benefits of this strategy.

More resources: 


Featured Image: Gracia Chua/Schema App

The Lord of The Links: Links of Power [Webinar] via @sejournal, @hethr_campbell

Building high-quality links that drive traffic and boost your rankings can be a real challenge. But with the right guidance, you can create a successful link-building campaign that stands the test of time.

On October 23rd, join us and embark on an epic journey through the world of link building in our exclusive webinar, “The Lord of The Links: Links of Power.”

Michael Johnson and his “Fellowship” of link-building experts will guide you on your quest to forge powerful links that will stand the test of time and drive the traffic you seek.

Why This Webinar Is A Must-Attend Event

Building strong links is no simple task. It’s a perilous journey, full of obstacles and challenges, but fear not! With the wisdom of Resolve’s link-building experts, you’ll gain the knowledge you need to maximize the ROI of your link-building campaigns.

Here’s what you’ll uncover on this adventure:

  • Effective processes & tactics for link acquisition.
  • How to identify when links aren’t the problem, and what to look for instead.
  • Common pitfalls & mistakes in modern link building campaigns.

Expert Insights From Michael Johnson And The Resolve Link-Building Experts

Michael and his team will lead you through the key stages of a successful link-building campaign—from site finding and outreach to content creation and beyond. By the end of this journey, you’ll wield the power of links like never before.

Armed with proven strategies that have brought success to many, you’ll understand what it takes to build strong, effective links for your site.

Who Should Attend?

This webinar is ideal for:

  • Seasoned SEO warriors wanting to up their link-building game.
  • Content marketing managers who provide content designed to build high-quality links.
  • Digital marketing managers seeking to build links and maximize the ROI of their content and SEO investments.

Live Q&A: Get Your Questions Answered

After the presentation, Michael and his team will host a live Q&A session where you can ask your most pressing questions about link-building and get personalized advice.

Can’t attend live? No problem! Save your spot, and we’ll send you a recording after the event.

Don’t miss this chance to learn from the experts and supercharge your link-building strategy!