TikTok Ban Update: Will The Supreme Court Pull The Plug? via @sejournal, @MattGSouthern

The U.S. Supreme Court heard arguments on January 10 over a law requiring ByteDance, TikTok’s Chinese parent company, to sell the app or face a U.S. ban by January 19.

The law, passed last year, is based on national security concerns related to TikTok’s data practices and its ties to the Chinese government.

The case will decide TikTok’s future in the U.S., which has 170 million users and is a major platform for creators and businesses.

Government: TikTok Is A Security Threat

The U.S. government argued that TikTok gives the Chinese government potential access to sensitive user data and a platform for covert influence.

Solicitor General Elizabeth Prelogar said:

“TikTok’s immense data set would give the PRC a powerful tool for harassment, recruitment, and espionage.”

Prelogar warned that China could use data collected from millions of Americans for blackmail or other purposes.

Referencing Chinese laws that require companies like ByteDance to share information with the government, Prelogar said:

“The Chinese government could weaponize TikTok at any time to harm the United States.”

Justice Brett Kavanaugh echoed these concerns, saying:

“China was accessing information about millions of Americans… including teenagers, people in their 20s.”

Kavanaugh warned that such data could be used to “develop spies, to turn people, to blackmail people.”

Chief Justice John Roberts emphasized that the law focuses on ByteDance’s ownership, not TikTok’s content.

Roberts stated:

“Congress doesn’t care about what’s on TikTok… They’re saying that the Chinese have to stop controlling TikTok.”

TikTok: The Law Violates Free Speech

TikTok’s legal team argued the law violates the First Amendment by targeting its ability to operate.

Attorney Noel Francisco compared TikTok’s algorithm to editorial decision-making, calling it protected speech.

Francisco said

“The government’s real target, rather, is the speech itself.”

He adds:

“There is no evidence that TikTok has engaged in covert content manipulation in this country.”

Francisco proposed alternatives, such as banning TikTok from sharing user data with ByteDance or requiring user risk disclosures.

He argued these measures would address security concerns without violating free speech.

Justice Neil Gorsuch questioned the government’s approach, asking:

“Isn’t that a pretty paternalistic point of view? Don’t we normally assume that the best remedy for problematic speech is counter-speech?”

Are Alternatives Feasible?

The justices also debated whether less drastic measures could work.

Justice Sonia Sotomayor questioned why Congress didn’t simply block TikTok from sharing data with ByteDance.

Sotomayor asks:

“If the concern is data security, why wouldn’t Congress simply prohibit TikTok from sharing sensitive user data with anyone?”

Prelogar countered that ByteDance’s control over TikTok’s core algorithm makes such measures ineffective.

Prelogar responded:

“There is no reasonable way to create a true firewall that would prevent the U.S. subsidiary from sharing data with the corporate parent.”

Prelogar explains that TikTok relies on data flows between the U.S. and China.

Justice Amy Coney Barrett questioned whether TikTok could operate without ByteDance’s algorithm.

Barrett said:

“It seems to me like we are saying to ByteDance, ‘We want to shut you up.’”

Barrett suggests that separating TikTok from ByteDance may fundamentally change the app.

What’s Next?

If the law is upheld and ByteDance doesn’t divest, TikTok could be banned in the U.S. by January 19.

TikTok’s legal team warned that such a ban would set a dangerous precedent.

Francisco said:

“If the First Amendment means anything, it means that the government cannot restrict speech in order to protect us from speech.”

The government argues the law is narrowly focused on security risks and doesn’t target speech.

Prelogar said:

“The Act leaves all of that speech unrestricted once TikTok is freed from foreign adversary control.”

The Supreme Court is expected to rule before the deadline. This decision could shape how foreign-owned tech platforms are handled in the U.S. in the future.


Featured Image: bella1105/Shutterstock

Automattic Turns Against WordPress Community Itself via @sejournal, @martinibuster

Automattic announced it is minimizing support for the WordPress.org CMS project, using words and phrases that present the withdrawal of support as a positive change to make WordPress stronger, while casting blame on WP Engine for its decision to minimize contributions.

The entire statement uses double-speak, pretextual statements and passive-aggressive language to portray itself as a victim of WP Engine and framing the withdrawal of support as the unavoidable consequences of WPE’s lawsuit against Automattic, saying:

“Additionally, we’re having to spend significant time and money to defend ourselves against the legal attacks started by WP Engine and funded by Silver Lake, a large private equity firm.

…We’ve made the decision to reallocate resources due to the lawsuits from WP Engine.

…This legal action diverts significant time and energy that could otherwise be directed toward supporting WordPress’s growth and health.

…We remain hopeful that WP Engine will reconsider this legal attack, allowing us to refocus our efforts on contributions that benefit the broader WordPress ecosystem.”

At no point in the statement does Automattic acknowledge its role in creating the conflict, instead portraying itself as forced to go down the path of Mullenweg’s self-described “nuclear” war with WP Engine when in fact there has always been time to engage in constructive dialogue.

Automattic Turns Against The WordPress Community Itself

A stunning feature of Automattic’s statement is that this is the first time that it points a finger at the WordPress community itself as part of the reason for pulling back resources. It wraps the word “community” in quotation marks in a manner that seems to undermine the legitimacy of the critics, which has the subtext of portraying the critics as not true members of the WordPress community.

There is an undertone of contempt for the criticisms against Mullenweg, which to be fair started out as timid expressions of hope that things would work themselves out then gradually increased to outright calls for new a new governance structure that reflects the diversity of the entire WordPress community and a move away from the so-called “benevolent dictatorship” of Matt Mullenweg.

Automattic’s statements targeted the WordPress community itself:

“We’ve also faced intense criticism and even personal attacks against a number of Automatticians from members of the ‘community’ who want Matt and others to step away from the project.

…Automatticians who contributed to core will instead focus on for-profit projects within Automattic, such as WordPress.com, Pressable, WPVIP, Jetpack, and WooCommerce. Members of the ‘community’ have said that working on these sorts of things should count as a contribution to WordPress.”

Use Of Doublespeak

Lastly, Automattic’s statement uses language that seems to cross the line into doublespeak. Doublespeak is the use of language in a way that is deceptive and manipulative as opposed to a rhetorical approach that seeks to persuade. Doublespeak obscures and distorts reality and masks the real meaning and intent of a statement.

Example of doublespeak:

“To recalibrate and ensure our efforts are as impactful as possible, Automattic will reduce its sponsored contributions to the WordPress project. This is not a step we take lightly. It is a moment to regroup, rethink, and strategically plan how Automatticians can continue contributing in ways that secure the future of WordPress for generations to come. “

The portrayal of the withdrawal of support as a way of securing “the future of WordPress for generations to come” is manipulative and hides the reality that those actions have the opposite effect.

It also claims:

“This realignment is not an end, but a new beginning—one that will ultimately strengthen the foundation of WordPress.”

That’s an example of how Automattic’s statement portrays the actual weakening WordPress.org as a way to strengthen it.

There are many other examples of how the statement portrays Automattic as the victim, WP Engine as the aggressor and the WordPress community itself as complicit in undermining itself.

Read the statement here:

Aligning Automattic’s Sponsored Contributions to WordPress

Featured image by Shutterstock/Wirestock Creators

News SEO In 2025: What You Need To Know via @sejournal, @MattGSouthern

NewzDash’s latest survey of 100 news publishers and SEO professionals offers a snapshot of where news SEO is headed.

The findings highlight emerging trends, challenges, and strategies to stay competitive.

From Google Discover’s growing role to tackling AI-driven search disruptions, here’s what industry pros need to know.

Top Takeaways

Google Discover

Google Discover is a key traffic driver for publishers, but results are mixed:

  • 52% of respondents rank Discover as a top priority for 2025.
  • 56% reported traffic increases from Discover in recent months, while 21% saw declines.

AI’s Impact

AI-driven features are shaking up the search results pages (SERPs):

  • 39% see Google AI as a threat to traffic, while 43% are still unsure of its impact.
  • Due to AI changes, 32% reported adverse effects on visibility and click-through rates.

Content scraping by AI platforms is also a growing concern:

  • 32% allow scraping, 29% selectively block platforms, and 11% block them entirely.

Publishers are trying different strategies to protect their content from being scraped, including paywalls, structured data, and legal policies.

Top Challenges

The biggest hurdles for SEO teams include:

  • Budgets: 34% struggle with limited funds for tools and resources.
  • Skills Gap: 24% cite a lack of advanced SEO expertise within teams.
  • Tools: 17% report a lack of specialized SEO tools for news publishers.
  • Hiring: 13% say finding skilled SEO talent is difficult.

Budget constraints are particularly notable:

  • 45% operate with less than $1,000/month for SEO tools.
  • 13% have no budget at all, relying on free resources.

Lean Teams

Most SEO teams are lean, often handling multiple brands or websites:

Team Sizes:

  • 44% have 2–5 members.
  • 34% have just one person managing everything.
  • Only 11% have teams of 10+ members.

Workload:

  • Each team member manages an average of 4.5 brands or websites, with a median of 3.

Organizational Placement:

  • 32% work closely with editorial teams, while 22% are part of marketing.
  • 19% report to product/engineering teams, and only 5% operate as standalone SEO teams.

Editorial Collaboration

Bridging the gap between SEO and editorial teams remains critical:

Training:

  • 55% offer only basic SEO training to editorial teams.
  • 27% provide regular workshops, and 14% offer advanced training.

Buy-In:

  • 45% say editorial teams actively follow SEO recommendations.
  • 52% report partial buy-in, while 3% say editorial teams ignore SEO advice.

Involvement:

  • 64% of SEOs are involved in daily editorial operations.
  • 22% focus on major events or tentpole content.

Publishers with tightly aligned SEO and editorial teams are more likely to see success in implementing SEO recommendations, especially during high-stakes events like breaking news.

What’s Next for 2025?

Looking ahead, News SEO professionals are focusing on:

  • Google Discover: Technical and creative strategies to maximize traffic.
  • AI Adaptation: Staying ahead of AI-driven search changes.
  • Diversification: Reducing reliance on traditional search traffic.
  • Cross-Team Collaboration: Aligning editorial, product, and SEO efforts.

Who Took the Survey?

Participants came from diverse backgrounds, with varying levels of experience and roles:

Experience:

  • 34% have 1–4 years in News SEO, bringing fresh ideas.
  • 29% have 10+ years, offering deep expertise.
  • 37% fall in the 5–10 years range, blending experience with innovation.

Roles:

  • 40% are managers, 31% specialists, 18% directors, and 11% VPs or C-suite execs.

Regions:

  • 38% focus on Europe, 31% on North America, and 31% on other regions (Asia, Latin America, Africa, or multi-regional markets).

Team Types:

  • 83% work in-house, while 17% rely on agencies or freelancers.

In Summary

The 2025 News SEO Survey highlights the need for agility and adaptation to challenges like AI and platform changes.

For news publishers, success in 2025 will come down to having a solid strategy, working together, and being innovative.


Featured Image: Accogliente Design/Shutterstock

Google Shows How To Fix LCP Core Web Vitals via @sejournal, @martinibuster

Barry Pollard, the Google Chrome Web Performance Developer Advocate, explained how to find the real causes of a poor Lowest Contentful Paint score and how to fix them.

Largest Contentful Paint (LCP)

LCP is a core web vitals metric that measures how long it takes for the largest content element to display in a site visitors viewport (the part that a user sees in a browser). A content element can be an image or text.

For LCP, the largest content elements are block-level HTML elements that take up the largest space horizontally, like paragraph

, headings (H1 – H6), and images (basically most HTML elements that take up a large amount of horizontal space).

1. Know What Data You’re Looking At

Barry Pollard wrote that a common mistake that publishers and SEOs make after seeing that PageSpeed Insights (PSI) flags a page for a poor LCP score is to debug the issue in the Lighthouse tool or through Chrome Dev Tools.

Pollard recommends sticking around on PSI because it offers multiple hints for understanding the problems causing a poor LCP performance.

It’s important to understand what data PSI is giving you, particularly the data derived from the Chrome User Experience Report (CrUX), which are from anonymized Chrome visitor scores. There are two kinds:

  1. URL-Level Data
  2. Origin-Level Data

The URL-Level scores are those for the specific page that is being debugged. Origin-Level Data is aggregated scores from the entire website.

PSI will show URL-level data if there’s been enough measured traffic to a URL. Otherwise it’ll show Origin-Level Data (the aggregated sitewide score).

2. Review The TTFB Score

Barry recommends taking a look at the TTFB (Time to First Byte) score because, in his words, “TTFB is the 1st thing that happens to your page.”

A byte is the smallest unit of digital data for representing text, numbers or multimedia. TTFB tells you how much time it took for a server to respond with the first byte, revealing if the server response time is a reason for the poor LCP performance.

He says that focusing efforts optimizing a web page will never fix a problem that’s rooted in a poor TTFB sore.

Barry Pollard writes:

“A slow TTFB basically means 1 of 2 things:

1) It takes too long to send a request to your server
2) You server takes too long to respond

But which it is (and why!) can be tricky to figure out and there’s a few possible reasons for each of those categories.”

Barry continued his LCP debugging overview with specific tests which are outlined below.

3. Compare TTFB With Lighthouse Lab Test

Pollard recommends testing with the Lighthouse Lab Tests, specifically the “Initial server response time” audit. The goal is to check if the TTFB issue is repeatable in order to eliminate the possibility that the PSI values are a fluke.

Lab Results are synthetic, not based on actual user visits. Synthetic means that they’re simulated by an algorithm based on a visit triggered by a Lighthouse test.

Synthetic tests are useful because they’re repeatable and allow a user to isolate a specific cause of an issue.

If the Lighthouse Lab Test doesn’t replicate the issue that means the problem isn’t the server.

He advised:

“A key thing here is to check if the slow TTFB is repeatable. So scroll down and see if the Lighthouse lab test matched up to this slow real-user TTFB when it tested the page. Look for the “Initial server response time” audit.

In this case that was much faster – that’s interesting!”

4. Expert Tip: How To Check If CDN Is Hiding An Issue

Barry dropped an excellent tip about Content Delivery Networks (CDNs), like Cloudflare. A CDN will keep a copy of a web page at data centers which will speed up delivery of the web pages but will also mask any underlying issues at the server level.

The CDN doesn’t keep a copy at every data center around the world. When a user requests a web page the CDN will fetch that web page from the server and then will make a copy of it in that server that’s closer to those users. So that first fetch is always slower but if the server is slow to begin with then that first fetch will be even slower than delivering the web page straight from the server.

Barry suggests the following tricks to get around the CDN’s cache:

  • Test the slow page by adding a URL parameter (like adding “?XYZ” to the end of the URL).
  • Test a page that isn’t commonly requested.

He also suggests a tool that can be used to test specific countries:

“You can also check if it’s particularly countries that are slow—particularly if you’re not using a CDN—with CrUX and @alekseykulikov.bsky.social ‘s Treo is one of the best tools to do that with.

You can run a free test here: treo.sh/sitespeed and scroll down to the map and switch to TTFB.

If particular countries have slow TTFBs, then check how much traffic is coming from those countries. For privacy reasons, CrUX doesn’t show you traffic volumes, (other than if it has sufficient traffic to show), so you’ll need to look at your analytics for this.”

Regarding slow connections from specific geographic areas,  it’s useful to understand that slow performance in certain developing countries could be due to the popularity of low-end mobile devices. And it bears repeating that CrUX doesn’t reveal which countries poor scores are coming from, which means bringing in Analytics to help with identifying countries with slow traffic.

5. Fix What Can Be Repeated

Barry ended his discussion by advising that an issue can only be fixed once it’s been verified as repeatable.

He advised:

“For server issues, is the server underpowered?

Or the code just too complex/inefficient?

Or database needing tuning?

For slow connections from some places do you need a CDN?

Or investigate why so much traffic from there (ad-campaign?)

If none of those stand out, then it could be due to redirects, particularly from ads. They can add ~0.5s to TTFB – per redirect!

Try to reduce redirects as much as possible:
– Use the correct final URL to avoid needing to redirect to www or https.
– Avoid multiple URL shortener services.”

Takeaways: How To Optimize For Largest Contentful Paint

Google Chrome’s Barry Pollard offered five important tips.

1. PageSpeed Insights (PSI) data may offer clues for debugging LCP issues, plus other nuances discussed in this article that help make sense of the data.

2. The PSI TTFB (Time to First Byte) data may point to why a page has poor LCP scores.

3. Lighthouse lab tests are useful for debugging because the results are repeatable. Repeatable results are key to accurately identifying the source of a LCP problems which then enable applying the right solutions.

4. CDNs can mask the true cause of LCP issues. Use the Barry’s trick described above to bypass the CDN and fetch a true lab score that can be useful for debugging.

5. Barry listed six potential causes for poor LCP scores:

  • Server performance
  • redirects
  • code
  • database
  • Slow connections specific due to geographic location
  • Slow connections from specific areas that are due to specific reasons like ad campaigns.

Read Barry’s post on Bluesky:

I’ve had a few people reach out to me recently asking for help with LCP issues

Featured image by Shutterstock/BestForBest

TikTok ‘What’s Next’ Report: 10 Takeaways For Marketers via @sejournal, @MattGSouthern

TikTok has published its annual “What’s Next” trend report, which provides a glimpse into the emerging trends and strategies that will shape the coming year.

Here’s a breakdown of the key insights and takeaways from the report.

Top 10 Takeaways From TikTok’s Report

1. Collaboration

TikTok recommends brands partner with a wide range of creators to build more connections.

According to the report:

  • 2 out of 3 TikTok users appreciate when brands collaborate with a variety of creators.
  • Partnering with creators in different niches helps brands reach unique audiences.
    • Example: Supercell’s “Squad Busters” gaming campaign engaged both gamer and non-gamer creators, reaching 261 million people worldwide.

2. Authenticity

Authenticity in branding continues to drive success. The report highlights:

  • 40% of TikTok users find brands that showcase personality through relatable content more relevant.
  • 45% of social/video platform users say that feeling “understood” by a brand enhances relevance.
  • Strategies like street interviews, behind-the-scenes content, and storytelling can help build authenticity for your brand.

3. Diverse Perspectives

TikTok’s report shows brands find success amplifying diverse voices and perspectives.

Key findings include:

  • 81% of TikTok users say the platform introduces them to new topics and trends they didn’t know they liked.
  • Campaigns that encourage users to share their personal stories drive engagement.

4. Female Bonding

TikTok’s report highlights the rise of “girlhood” topics and women connecting around shared experiences.

The report reveals:

  • 72% of women on TikTok feel the platform makes it easy to connect with communities with a similar lived experience.
  • Today’s “girlhood” topics range from pay transparency and self-care to “ASMR” hairstyles and designer splurges.

5. AI-Fueled Creativity

TikTok users and brands are embracing AI.

The report highlights:

  • TikTok users are 1.4x more likely than users on other platforms to feel excited about Generative AI in ads.
  • Brands can use TikTok’s free tools to leverage AI.
    • Example: Lidl tapped into the trending #potaxie universe using AI tools to create new shopping experiences.

6. Value Of Comments

TikTok’s comment sections are becoming a tool for consumer-brand collaboration.

Key details include:

  • 68% of TikTok users believe brands should use comments to understand their audience better.
  • Real-time feedback enables brands to update products or launch new ones based on consumer suggestions.
    • Example: Wingstop upgraded its Hot Honey Rub flavor to a permanent menu item after demand surged in TikTok comments, increasing customer satisfaction.

7. Dynamic Storytelling

TikTok is driving a shift toward dynamic, multi-format storytelling.

According to the report:

  • 76% of TikTok users enjoy seeing a mix of images and videos.
    • Example: Travel creators use TikTok’s Image Ads to share destination tips in a simple, swipeable format, removing the pressure of capturing everything on video.

8. Redefining Milestones

TikTok is reshaping traditional milestones like homeownership and marriage into more personal, relatable goals.

Key data includes:

  • 50% of social and video platform users seek content that reflects their own lives.
    • Example: DoorDash’s #5to9 campaign encouraged users to share how side hustles help them achieve personal milestones and passions.

9. Accessibility

TikTok’s Symphony tools, like dubbing and custom avatars, are helping brands connect with global audiences through multilingual and accessible content:

  • Example: VietJet used AI-generated avatars with multilingual capabilities, increasing ad recall and consideration while maintaining cost efficiency.

10. Emerging Communities

TikTok’s niche communities continue to shape the platform’s identity and cultural relevance.

Popular micro-communities include:

  • #WomenInSTEM – Highlighting women in traditionally male-dominated fields.
  • #Granfluencers – Older generations engaging with audiences of all ages.
  • #CorporateBaddies – Celebrating confidence and style in corporate life.
  • #Delulu – A lighthearted trend about embracing optimism, even if unrealistic.

In Summary

TikTok’s latest report shows it’s no longer just a place for dance videos. Success here depends on real engagement, working with diverse creators, and staying flexible with trends.

The platform’s pushing for actual conversations in comments rather than one-way marketing. While AI and new features are useful tools, authentic connections matter most.

For anyone planning their 2025 strategy, these community and engagement trends are worth watching.


Featured Image: Screenshot from TikTok ‘What’s Next’ Trend Report, January 2025. 

How Rendering Affects SEO: Takeaways From Google’s Martin Splitt via @sejournal, @MattGSouthern

Google has released a new episode of its Search Central Lightning Talks, which focuses on rendering strategies, an important topic for web developers.

In this video, Martin Splitt, a Developer Advocate at Google, explains the intricacies of different rendering methods and how these approaches impact website performance, user experience, and search engine optimization (SEO).

This episode also connects to recent discussions about the overuse of JavaScript and its effects on AI search crawlers, a topic previously addressed by Search Engine Journal.

Splitt’s insights offer practical guidance for developers who want to optimize their websites for modern search engines and users.

What Is Rendering?

Splitt begins by explaining what rendering means in the context of websites.

He explains rendering in simple terms, saying:

“Rendering in this context is the process of pulling data into a template. There are different strategies as to where and when this happens, so let’s take a look together.”

In the past, developers would directly edit and upload HTML files to servers.

However, modern websites often use templates to simplify the creation of pages with similar structures but varying content, such as product listings or blog posts.

Splitt categorizes rendering into three main strategies:

  1. Pre-Rendering (Static Site Generation)
  2. Server-Side Rendering (SSR)
  3. Client-Side Rendering (CSR)

1. Pre-Rendering

Screenshot from: YouTube.com/GoogleSearchCentral, January 2025.

Pre-rendering, also known as static site generation, generates HTML files in advance and serves them to users.

Splitt highlights its simplicity and security:

“It’s also very robust and very secure, as there isn’t much interaction happening with the server, and you can lock it down quite tightly.”

However, he also notes its limitations:

“It also can’t respond to interactions from your visitors. So that limits what you can do on your website.”

Tools such as Jekyll, Hugo, and Gatsby automate this process by combining templates and content to create static files.

Advantages:

  • Simple setup with minimal server requirements
  • High security due to limited server interaction
  • Robust and reliable performance

Disadvantages:

  • Requires manual or automated regeneration whenever content changes
  • Limited interactivity, as pages cannot dynamically respond to user actions

2. Server-Side Rendering (SSR): Flexibility with Trade-Offs

Screenshot from: YouTube.com/GoogleSearchCentral, January 2025.

Server-side rendering dynamically generates web pages on the server each time a user visits a site.

This approach enables websites to deliver personalized content, such as user-specific dashboards and interactive features, like comment sections.

Splitt says:

“The program decides on things like the URL, visitor, cookies, and other things—what content to put into which template and return it to the user’s browser.”

Splitt also points out its flexibility:

“It can respond to things like a user’s login status or actions, like signing up for a newsletter or posting a comment.”

But he acknowledges its downsides:

“The setup is a bit more complex and requires more work to keep it secure, as users’ input can now reach your server and potentially cause problems.”

Advantages:

  • Supports dynamic user interactions and tailored content
  • Can accommodate user-generated content, such as reviews and comments

Disadvantages:

  • Complex setup and ongoing maintenance
  • Higher resource consumption, as pages are rendered for each visitor
  • Potentially slower load times due to server response delays

To alleviate resource demands, developers can use caching or proxies to minimize redundant processing.

3. Client-Side Rendering (CSR): Interactivity with Risks

Screenshot from: YouTube.com/GoogleSearchCentral, January 2025.

Client-side rendering uses JavaScript to fetch and display data in the user’s browser.

This method creates interactive websites and web applications, especially those with real-time updates or complex user interfaces.

Splitt highlights its app-like functionality:

“The interactions feel like they’re in an app. They happen smoothly in the background without the page reloading visibly.”

However, he cautions about its risks:

“The main issue with CSR usually is the risk that, in case something goes wrong during transmission, the user won’t see any of your content. That can also have SEO implications.”

Advantages:

  • Users enjoy a smooth, app-like experience without page reloads.
  • It allows features like offline access using progressive web apps (PWAs).

Disadvantages:

  • It depends heavily on the user’s device and browser.
  • Search engines may have trouble indexing JavaScript-rendered content, leading to SEO challenges.
  • Users might see blank pages if JavaScript fails to load or run.

Splitt suggests a hybrid approach called “hydration ” to improve SEO.

In this method, the server initially renders the content, and then client-side rendering handles further interactions.

Screenshot from: YouTube.com/GoogleSearchCentral, January 2025.

How to Choose the Right Rendering Strategy

Splitt points out that there is no one-size-fits-all solution for website development.

Developers should consider what a website needs by looking at specific factors.

Splitt says:

“In the end, that depends on a bunch of factors, such as what does your website do? How often does the content change? What kind of interactions do you want to support? And what kind of resources do you have to build, run, and maintain your setup?”

He provides a visual summary of the pros and cons of each approach to help developers make informed choices.

Screenshot from: YouTube.com/GoogleSearchCentral, January 2025.

Connecting the Dots: Rendering and JavaScript Overuse

This episode continues earlier discussions about the drawbacks of excessive JavaScript use, especially regarding SEO in the age of AI search crawlers.

As previously reported, AI crawlers like GPTBot often have difficulty processing websites that rely heavily on JavaScript, which can decrease their visibility in search results.

To address this issue, Splitt recommends using server-side rendering or pre-rendering to ensure that essential content is accessible to both users and search engines. Developers are encouraged to implement progressive enhancement techniques and to limit JavaScript usage to situations where it genuinely adds value.

See the video below to learn more about rendering strategies.


Featured Image: Screenshot from: YouTube.com/GoogleSearchCentral, January 2025

Study: 40% Of Consumers Support Brand Trend-Jumping via @sejournal, @MattGSouthern

Social media influences modern culture and consumer behavior, so brands are pressured to stay relevant.

The 2025 Sprout Social Index reveals that 40% of consumers find it “cool” when brands engage in viral trends, while 33% consider it “embarrassing.”

Additionally, 27% of respondents say that participating in trends is only effective within 24-48 hours.

This data highlights the balance brands must maintain when engaging with online culture.

Generational Divide on Trend Participation

People’s views on brands that follow trends vary by generation. Gen Z, most active on TikTok and Instagram, often supports trend-following brands, while Boomers tend to disapprove.

This difference shows that brands need to understand their audiences.

Younger consumers may appreciate brands that engage in trends, as long as it feels genuine. In contrast, older consumers may require a more cautious approach to avoid alienation.

Success requires more than just being timely; authenticity and relatability are key.

Jumping on a viral meme or hashtag can seem forced if it lacks a clear connection to the brand. Brands should understand the cultural context of the trends they join.

A Balanced Approach to Trends

Engaging in trends can attract audiences and show cultural awareness, but it’s not a one-size-fits-all solution.

Data reveals that consumers value originality and consistent engagement just as much as aligning with trends.

Posting solely to maintain visibility or jumping on every viral moment can weaken a brand’s identity and fail to connect with its audience.

Instead, brands should adopt a balanced approach, which includes:

  • Selective Participation: Identify trends that align with the brand’s values, voice, and audience interests.
  • Cultural Awareness: Understand the deeper cultural significance of trends to ensure participation feels organic rather than opportunistic.
  • Original Content: Enhance trend-based content with original, human-centric storytelling that builds trust and loyalty over time.

What This Means For Marketers

Joining trends can help connect with audiences, but it needs to be done carefully. Brands should consider the benefits of engaging with a trend versus the risk of seeming fake or out of touch.

To be successful, marketers should:

  1. Focus on Relevant Trends: Use social listening tools to find conversations and trends that matter to their target audience.
  2. Act Fast: Create quick workflows to take advantage of trends within 24 to 48 hours.
  3. Stay True to Their Identity: Make sure all content, whether related to trends or not, reflects the brand’s core values and personality.

Looking Ahead

The 2025 Sprout Social Index shows how consumers feel about participating in trends.

About 40% support trend participation, while 33% oppose it. This divide highlights the need for careful decision-making.

Brands that value authenticity, cultural understanding, and quick actions will better connect with trends without losing their identity or driving away their audience.

Marketers must consider their audience’s preferences and online environment. When done correctly, joining trends can make a brand more relevant and help create lasting customer relationships.


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WordPress.com Launches Studio Sync Local Development via @sejournal, @martinibuster

WordPress.com, the Automattic web hosting platform, just announced that the free and open source Sync local development app can now integrate directly with WordPress.com hosting. The new synchronization feature streamlines the process of developing a website on the desktop then pushing it live when it’s ready for deployment.

WordPress.com Hosting

WordPress.com is a WordPress web hosting and publishing platform that offers a free and paid tier, plus bargain-priced domain name registrations. WordPress.com is a for-profit company that’s owned by Automattic. Their slogan is “Everything you need to build and grow any website—all in one place” and with this new feature that slogan has never been more true.

The new feature is available to WordPress.com users on the paid Business plan level or higher.

According to the announcement, the new features bring the following benefits to users:

  • “Push and Pull with Ease: You can keep your local Studio sites connected to your WordPress.com site, so pushing or pulling will be as easy as clicking a button.
  • Flexible Syncing: Having complete freedom, you can connect a WordPress.com site to multiple Studio sites.
  • Team Collaboration: Multiple developers can connect a local Studio site to a shared WordPress.com site, making it easy to push and pull changes as a team.
  • Sync To and From Staging: If using staging sites are part of your development workflow, you can now easily push from your local Studio site to your WordPress.com staging site.
  • One-Click Bliss: No need to worry yourself with database dumps, manually syncing files over SFTP, or performing other monotonous manual steps. Synchronize your local and hosted sites at any time with just one click.”

Studio is available for both the Mac and Windows desktop environments.

Read the announcement:

Build Locally, Deploy Globally: Meet Studio Sync for WordPress.com

Featured Image by Shutterstock/Fauzi Muda

Study: 47% Find Search Terms Irrelevant During Product Research via @sejournal, @MattGSouthern

A recent study from Reddit shows that many people are frustrated with traditional search engines and ads, pushing them to seek product recommendations on community platforms.

The study found that 47% of social media users find “irrelevant search terms” particularly annoying during online product research. This frustration drives users to Reddit, where they can engage in discussions and receive personalized advice.

These findings suggest Reddit plays an increasingly important role in consumer decision-making.

Consumer Frustrations With Search

The study suggests there’s a growing gap between what users expect from search engines and what they deliver.

Almost half (47%) of the users surveyed were unhappy with search engines because they couldn’t find relevant, helpful answers during product research.

As a result, many users are turning to Reddit for better, context-specific recommendations.

71% of respondents said that Reddit is the best social media platform for finding quick and specific answers to their questions.

Reddit’s Role in the Purchase Journey

Reddit’s research shows how important the platform is in the buying process, from discovering products to making decisions.

The study finds that ads on Reddit help create more conversations about brands, which increases their visibility.

For every 1,000 ad impressions on Reddit, advertisers get about two organic posts, averaging 3,500 views.

The study also reveals that 23% of recommendation posts on Reddit lead to “redirection.” This means users start considering brands they had not thought about before.

These redirections usually occur when users ask for help, such as when they want advice on products that better suit their needs.

Reddit vs. Other Recommendation Sources

One of the study’s more striking claims is that Reddit recommendations are more trusted than many other forms of advice.

According to the findings, 42% of social media users value Reddit recommendations over other sources, including influencer-sponsored posts, branded ads, and even some expert reviews.

While Reddit recommendations ranked slightly below expert review sites (+17%) and consumer review sites (+15%) in terms of influence, they reportedly outperformed social media ads and influencer posts.

This suggests an increasing preference for community-driven recommendations over more traditional forms of advertising.

Reddit’s Reach Compared to Influencers

The study claims that Reddit’s reach is comparable to, or in some cases greater than, traditional influencer marketing:

  • 82 Reddit recommendation posts reportedly reach the same audience as an article on an endemic review site.
  • Six Reddit posts are said to match the reach of an Instagram influencer with 100,000 followers.
  • Eight Reddit posts equal the reach of a TikTok influencer with the same follower count.

Given that an estimated 25% of Reddit posts are recommendation-related, the platform’s potential for scale is significant.

For example, over 25,000 recommendation posts were recorded in the beauty category alone in December.

Balancing Reddit’s Claims

While Reddit’s findings highlight the platform’s potential as a discovery and recommendation tool, it’s important to view these claims in the context of the study’s source.

As a platform promoting itself as a solution to consumer frustrations, Reddit is interested in positively presenting its influence.

That said, the data does align with broader industry trends, showing a growing demand for authentic, peer-driven recommendations.

Consumers increasingly prioritize trust and personalization in their decision-making processes, and platforms like Reddit offer a space for this type of engagement.

Looking Ahead

Reddit’s research shows how consumer behavior is changing. Consumers increasingly value personalized recommendations from their communities over traditional discovery methods.

This shift could change how brands interact with consumers. Right now, Reddit’s statement that “conversation is the new influencer” highlights an important trend to watch.

Methodology

The study surveyed 1,000 social media users across seven key product verticals—laptops, TVs, cars, refrigerators, credit cards, makeup, and movie tickets—totaling 7,000 respondents.

Participants were asked to evaluate various recommendation sources, including Reddit posts, influencer-sponsored content, expert reviews, and branded ads.


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Google Search Console Adds Hourly Data Export To 24-Hour View via @sejournal, @MattGSouthern

Google has expanded its newly launched 24-hour data view in Search Console by adding the ability to export hourly performance data.

This enhancement comes in response to user feedback since the feature’s initial rollout.

The announcement, shared on LinkedIn, stated:

“Last month we announced the 24-hour view in the Search Console Performance reports, and we got lots of positive feedback and feature requests. Today, we’re making the export button available for that view (one of the most requested features): the ability to export data on an hourly basis for the last 24 hours. Enjoy the new data!”

This update allows users to access detailed website performance data within the last 24 hours, broken down by the hour, and export it for further analysis.


Key Details About the 24-Hour Data View

The 24-hour data view, introduced in December, is an upgrade to Google Search Console’s performance reports.

It aims to provide near real-time insights into how website content performs across Google Search, Discover, and News.

Fresher, Faster Data

With the 24-hour view, website owners no longer need to wait up to 48 hours for performance metrics to update.

Data for clicks, impressions, average click-through rate (CTR), and average position is now available with minimal delay.

This feature is handy for monitoring the early performance of newly published content or tracking the immediate impact of updates to existing pages.

It provides timely insights into which search queries drive traffic and how pages rank in search results.

Hourly Breakdown

The 24-hour view includes an hourly breakdown of performance metrics displayed in an overtime graph.

While the data updates as soon as it becomes available, Google notes that incomplete data is marked with a dotted line in the interface to indicate ongoing collection.

You can filter the data by query, page, or country and analyze performance within their local time zone, as determined by browser settings.


How the Export Feature Enhances the 24-Hour View

Adding an export button to the 24-hour view addresses one of the most requested features from users.

With this functionality, you can now download hourly data for the past day, enabling deeper analysis through external tools like Excel or Google Sheets.

This enhancement is expected to help businesses better respond to performance trends and optimize their content strategies.


Why It Matters

By making website metrics more accessible and timely, Google is helping marketers and SEO professionals stay competitive.

To access the 24-hour view, you can go to the performance reports section of Search Console and select the “24 hours” tab. The export button is now available to all users with access to this feature.

As the rollout continues over the coming months, this update highlights Google’s broader commitment to providing real-time tools that enhance website performance tracking and optimization.


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