WP Engine Escalates Legal Battle With Automattic and Mullenweg via @sejournal, @martinibuster

WP Engine escalated its Federal complaint by citing Automattic’s publication of the WP Engine Tracker website as evidence of intent to harm WP Engine and exposing customers to potential cybercrimes. The updated complaint incorporates recent actions by Mullenweg to further strengthen their case.

A spokesperson for WP Engine issued a statement to Search Engine Journal about the WP Engine Tracker website:

“Automattic’s wrongful and reckless publication of customer’s information without their consent underscores why we have moved for a preliminary injunction. WP Engine has requested the immediate takedown of this information and looks forward to the November 26th hearing on the injunction.”

Legal Complaint Amended With More Evidence

WP Engine (WPE) filed a complaint in Federal court seeking a preliminary injunction to prevent Matt Mullenweg and Automattic from continuing actions that harm WPE’s business and their relationships with their customers. That complaint was amended with further details to support their allegations against Mullenweg and Automattic.

The legal complaint begins by stating in general terms what gives rise to their claim:

“This is a case about abuse of power, extortion, and greed.”

It then grows progressively specific by introducing evidence of how Automattic and Mullenweg continue their “bad acts unabated” for the purpose of harming WP Engine (WPE).

The amended claim adds the following, quoting Mullenweg himself:

“Since then, Defendants have continued to escalate their war, unleashing a campaign to steal WPE’s software, customers and employees. Indeed, just days ago, Defendants were unambiguous about their future plans:”

This is the statement Mullenweg made that is quoted in the amended complaint:

“[S]ince this started [with WPE] they’ve had uh, we estimate tens of thousands of customers leave. . . . So, um you know, I think over the next few weeks, they’re actually gonna lose far more than 8% of their business . . . we’re at war with them. We’re . . . going to go brick by brick and take . . . take every single one of their customers . . . if they weren’t around guess what? . . . We’d happily have those customers, and in fact we’re getting a lot of them.”

WP Engine Tracker Site Used As Evidence

Automattic recently created a website on the WordPressEngineTracker.com domain called WP Engine Tracker that encourages WordPress Engine customers to leave, offering links to promotions that offer discounts and promise a smooth transition to other web hosts.

WPE states that the WP Engine Tracker website is part of a campaign to encourage WPE customers to abandon it, writing:

“Defendants also created a webpage at wordpress.org offering “Promotions and Coupons” to convince WPE customers to stop doing business with WPE and switch over to Automattic’s competitor hosting companies like wordpress.com and Pressable; they later added links to other competitors as well.”

The WordPress Engine Tracker website calls attention to the number of sites that have abandoned WP Engine (WPE) since Matt Mullenweg’s September 21st public denunciation of WP Engine and the start of his “nuclear” war against the web host. The amended Federal lawsuit points to the September 21st date listed on that site as additional evidence tying Automattic to a campaign to harm WP Engine’s business.

The legal document explains:

“Just last week, in an apparent effort to brag about how successful they have been in harming WPE, Defendants created a website—www.wordpressenginetracker.com—that “list[s] . . . every domain hosted by @wpengine, which you can see decline every day. 15,080 sites have left already since September 21st.

September 21 was not selected randomly. It is the day after Defendants’ self-proclaimed nuclear war began – an admission that these customer losses were caused by Defendants’ wrongful actions. In this extraordinary attack on WPE and its customers, Defendants included on their disparaging website a downloadable file of ‘all [WPE] sites ready for a new home’—that is, WPE’s customer list, literally inviting others to target and poach WPE’s clients while Defendants’ attacks on WPE continued..”

The purpose of the above allegations are to build as much evidence that lend credence to WP Engine’s claim that Automattic is actively trying to cause harm WP Engine’s business.

WPE Accuses Automattic Of Additional Harms

Another new allegation against Automattic is that the spreadsheet offered for download on the WP Engine Tracker website includes sensitive information that is not publicly available and could cause direct harm to WPE customers.

The amended Federal lawsuit explains:

“Worse, this downloadable file contains private information regarding WPE’s customers’ domain names, including development, test, and pre-production servers—many of which are not intended to be accessed publicly and contain sensitive or private information. Many of these servers are intentionally not indexed or otherwise included in public search results because the servers are not safe, secure or production-ready and not intended to be accessed by the general public.

By disclosing this information to the general public, Defendants put these development, test, and pre-production domains at risk for hacking and unauthorized access.”

WP Engine Tracker Site Part Of A Larger Strategy

WPE’s amended complaint alleges that the WP Engine Tracker site is one part of a larger strategy to cause harm to WP Engine’s business that includes encouraging WPE employees to resign. The legal document adds new information of how the WP Engine Tracker website is just one part of a larger strategy to harm WPE’s business.

The updated document adds the following new allegations as evidence of WPE’s claims:

“Not content with interfering with WPE’s customer relations, Automattic has recently escalated its tactics by actively recruiting hundreds of WPE employees, in an apparent effort to weaken WPE by sowing doubts about the company’s future and enticing WPE’s employees to join Automattic:”

The document includes a screenshot of an email solicitation apparently sent to an employee that encourages them to join Automattic.

Screenshot Of Evidence Presented In Amended Complaint

Escalation Of Federal Complaint

WP Engine’s amended complaint against Mullenweg and Automattic invokes the Sherman Act (prohibiting monopolization to maintain a competitive marketplace), the Lanham Act (governing trademarks, false advertising, and unfair competition), and the Computer Fraud and Abuse Act (addressing unauthorized computer access and cybercrimes). The amendments tie recent actions by Mullenweg and Automattic—such as the creation of the WP Engine Tracker website—directly to their claims, turning Mullenweg’s attacks on WP Engine into evidence.

Read the amended Federal complaint here: (PDF).

Featured Image by Shutterstock/chaiyapruek youprasert

6 Web Hosts Ranked By Core Web Vitals: One Outperforms All via @sejournal, @martinibuster

HTTPArchive is offering a new technology comparison dashboard, currently in beta testing. Users can now view real-world web hosting performance scores for Core Web Vitals. We compare six web hosts and find one that consistently performs better across nearly all metrics.

About HTTPArchive

HTTPArchive tracks websites through crawling and with data collected in the Chrome User Experience Report (CrUX). It publishes reports about the technologies that power websites, including Core Web Vitals performance of content management systems like WordPress and Wix.

New Technology Comparison Dashboard – Beta

HTTPArchive has new reports under development, one of which is a comparison of Core Web Vitals and Lighthouse performance scores by web hosts. HTTPArchive also tracks the median page weight by web hosts but it’s still under development and is in Beta testing.

The new reports allow comparison by web hosts. There isn’t data yet for many web hosts but there is for the following six. Comparing web hosts by core web vitals is not a totally fair comparison. A web host like Ionos might host many thousands of small and local sites which might not be resource intensive.

So with those caveats, here are the six web hosts under comparison:

  1. Bluehost
  2. GoDaddy
  3. HostGator
  4. IONOS
  5. SiteGround
  6. WP Engine

Core Web Vitals By Web Host

The following are the list of web hosts by percentage of sites hosted at each one that pass Core Web Vitals. The HTTPArchive says that thise report is still under development and, as previously mentioned, the percentages don’t necessarily reflect the quality of the web hosts themselves, but rather the quality of the sites hosted there.

This is the description of the CWV metric scores:

Passes Core Web Vitals
The percentage of origins passing all three Core Web Vitals (LCP, INP, CLS) with a good experience. Note that if an origin is missing INP data, it’s assessed based on the performance of the remaining metrics.”

However, it’s interesting to see that the number one web host is a managed WordPress web host because that may indicate that the platform itself may be optimized better than a general web host. The following scores are based on a snapshot taken at the beginning of September.

Core Web Vitals Scores In Descending Order

  • WP Engine 70%
  • GoDaddy 67%
  • SiteGround 65%
  • HostGator 58%
  • Ionos 58%
  • Bluehost 45%

Largest Contentful Paint (LCP)

LCP measures the perceived page loading speed, how fast the page appears to load for a site visitor.

HTTPArchive defines this metric:

“Largest Contentful Paint (LCP) is an important, stable Core Web Vital metric for measuring perceived load speed because it marks the point in the page load timeline when the page’s main content has likely loaded—a fast LCP helps reassure the user that the page is useful. Good experiences are less than or equal to 2.5 seconds.”

WP Engine again comes out on top, perhaps indicating the quality of the sites hosted on that platform as well as the performance optimizations that are a key element of that web host.

LCP Scores In Descending Order

  • WP Engine 79%
  • GoDaddy 78%
  • SiteGround 75%
  • HostGator 69%
  • IONOS 69%
  • Bluehost 52%

Cumulative Layout Shift (CLS)

HTTPArchive also provides a comparison of the six web hosts by the CLS score. CLS measures how much a web page shifts around as it’s rendered in a web browser. A score of 0.1 or less for 75% of visitors is recommended. The percentages for each of the web hosts were all higher than the 75% minimum. This time WP Engine is tied for first place with HostGator.

CLS Scores In Descending Order

  • WP Engine 88%
  • HostGator 88%
  • Bluehost 87%
  • SiteGround 86%
  • IONOS 85%
  • GoDaddy 84%

First Contentful Paint (FCP)

FCP measures how long it takes for the content to become visible. A low FCP means that the content is rendered quickly. The number one ranked web host for FCP turns out to be GoDaddy, ahead by a significant margin of 7 points. WP Engine comes in second, followed by SiteGround.

FCP Scores In Descending Order

  • GoDaddy 73%
  • WP Engine 67%
  • SiteGround 62%
  • IONOS 60%
  • HostGator 57%
  • Bluehost 39%

Time To First Byte (TTFB)

TTFB measures how long it takes from to download the first byte of a resource after it’s requested by a browser. GoDaddy scores top of the list again.

TTFB In Descending Order

  • GoDaddy 59%
  • IONOS 45%
  • WP Engine 39%
  • HostGator 38%
  • SiteGround 37%
  • Bluehost 25%

Interaction to Next Paint (INP)

This metric represents the overall responsiveness of the entire web page.

HTTPArchive explains what this score means:

“INP is a metric that assesses a page’s overall responsiveness to user interactions by observing the latency of all click, tap, and keyboard interactions that occur throughout the lifespan of a user’s visit to a page. The final INP value is the longest interaction observed, ignoring outliers. A good experience is less than or equal to 200ms.”

The scores are the percentage of pages that provide a good INP experience. WP Engine is back on top for INP but the other five web hosts are not far behind.

INP Scores In Descending Order

  • WP Engine 95%
  • SiteGround 94%
  • Bluehost 92%
  • GoDaddy 90%
  • HostGator 89%
  • IONOS 88%

Lighthouse Performance Score

Lighthouse is an open source auditing tool that scores web pages for performance, SEO, and other metrics. The performance scores for the six web hosts are fairly close to each, clustering on either side of a performance score of 40.

This is HTTPArchive’s description of this score:

“In general, only metrics contribute to your Lighthouse Performance score, not the results of Opportunities or Diagnostics.”

Interestingly, HostGator ranks the highest for the Lighthouse Performance score, with GoDaddy and Ionos tied for second place. The other three were tied for third place, by one point less than the second place. Nevertheless, HostGator was the clear winner for the Lighthouse Performance score metric.

Lighthouse Performance Scores

  • HostGator 43
  • GoDaddy 40
  • IONOS 40
  • Bluehost 39
  • SiteGround 39
  • WP Engine 39

HostGator came out near the top for Core Web Vitals and scores at the top of the list for the Lighthouse Performance metric. WP Engine is clustered with two other web hosts scoring 39 points.

Lighthouse Accessibility Scores

The accessibility scores are clustered similarly to the performance scores, on either side of a score of 85.

This is how HTTPArchive describes this metric:

“The Lighthouse Accessibility score is a weighted average of all accessibility audits. Weighting is based on axe user impact assessments. Each accessibility audit is pass or fail. Unlike the Performance audits, a page doesn’t get points for partially passing an accessibility audit.”

Accessibility Scores In Descending Order

  • GoDaddy 87
  • Bluehost 86
  • WP Engine 86
  • SiteGround 86
  • HostGator 85
  • Ionos 85

Lighthouse SEO Scores

The SEO scores were even more tightly clustered, with GoDaddy scoring the highest of the six web hosts under comparison.

HTTPArchive describes what the SEO Score is measuring:

“These checks ensure that your page is following basic search engine optimization advice. There are many additional factors Lighthouse does not score here that may affect your search ranking, including performance on Core Web Vitals.”

SEO Scores In Descending Order:

  • GoDaddy 91
  • Bluehost 88
  • WP Engine 88
  • HostGator 88
  • IONOS 88
  • SiteGround 88

Lighthouse Best Practices Score

The last score is interesting because it measures if the hosted sites are created with web development best practices. HTTPArchive doesn’t explain at this time what those best practices are.

Here’s the description of this score:

“This ensures that your page is built using modern web development best practices.”

Best Practices Scores In Descending Order

  • Bluehost 79
  • HostGator 79
  • SiteGround 79
  • WP Engine 77
  • GoDaddy 77
  • IONOS 77
  • Takeaway

HTTPArchive is expanding on what it is measuring. The performance dashboard is still in Beta and under development, meaning that it may have bugs but that it’s ready for a public preview. It’s interesting to see a managed WordPress host come on top. The scores will be more meaningful once there are more managed web hosts that can be compared against each other, which may provide a more meaningful comparison. Nevertheless, this is a good start.

Visit the new dashboard here and provide your feedback to make it better.

Featured Image by Shutterstock/TierneyMJ

Microsoft’s AI SEO Tips: New Guidance For AI Search Optimization via @sejournal, @MattGSouthern

Microsoft has provided guidance on how to optimize content for AI-powered search engines.

This advice is timely now that OpenAI has launched ChatGPT Search, which uses Bing’s search index.

Understanding user intent is everything in this new era of search, Microsoft says:

“In the past, digital marketing strategies often relied heavily on demographic data and broad customer segments. But in this era of generative AI, the focus now shifts from who the customer is to what they are looking for—in real-time.”

Microsoft explains several ways websites can optimize content for AI-powered search.

AI SEO Recommendations

Intent-Based Content

Content should address the underlying purpose of user queries, Microsoft says:

“Focus on the intent behind the search query rather than just the keywords themselves. For example, if based on your keyword research, you find that users are searching for “how to choose eco-friendly coffee makers,” provide detailed, step-by-step guides rather than just general information.”

Natural Language Processing (NLP)

Websites should leverage NLP techniques to align content with how AI systems process and understand language.

Microsoft states:

“Generative engines, such as Bing Generative Search, deliver content to searchers by understanding and generating human language through Natural Language Processing (NLP). By analyzing vast amounts of text data to learn language patterns, context, and semantics, they’re able to provide relevant and accurate responses to user queries.”

Additionally, Microsoft emphasized the following sentence in italics:

“Leveraging these same NLP strategies in creating your content can optimize it to rank higher, increase its relevance, and enhance its authority, ultimately boosting its visibility and effectiveness.”

Strategic Keyword Implementation

To improve your website and landing pages for AI search engines, Microsoft recommends these keyword strategies:

  • Long-tail keywords for specific user interests
  • Conversational phrases matching natural speech patterns
  • Semantic keywords providing contextual relevance
  • Question-based keywords addressing common user queries

Freshness

Microsoft encourages keeping content updated and suggests using the IndexNow protocol to quickly notify search engines about website changes.

This helps maintain search rankings and ensures AI systems have the latest information.

Microsoft states:

“While it can be tempting to set it and forget it, AI systems depend on the latest, freshest information to determine the most relevant content to display to searchers. Regularly updating your content not only helps maintain your rankings but also keeps your audience engaged with current and valuable information. This practice can significantly influence how AI systems perceive and rank your website.”

Why This Matters

ChatGPT Search now uses Bing’s index, making these optimization strategies vital for websites seeking better visibility in AI-powered searches.

While this can help you create more optimized content, Microsoft acknowledges there’s no “secret sauce” for AI search systems.

How To Get Indexed In ChatGPT Search

Refer to our article on ChatGPT search indexing to ensure your content is indexed in ChatGPT’s real-time search engine.

You can also watch the short video I recorded on this topic below:


Featured Image: jomel alos/Shutterstock

WordPress Security Plugin Vulnerability Endangers 4 Million+ Sites via @sejournal, @martinibuster

A critical vulnerability was discovered in a popular WordPress security plugin with over 4 million installations. The flaw allows attackers to log in as any user, including administrators, and gain full access to their site-level permissions. Assigned a threat score of 9.8 out of 10, it underscores the ease of exploitation and the potential for full site compromise, including malware injection, unauthorized content changes, and attacks on site visitors.

Really Simple Security

Really Simple Security is a WordPress plugin that was developed to improve resistance of WordPress sites against exploits (called security hardening), enable two-factor authentication, detect vulnerabilities and it also generates an SSL certificate. One of the reasons it promotes itself as lightweight is because it’s designed as a modular software that allows users to choose what security enhancements to enable so that (in theory) the processes for disabled capabilities don’t load and slow down the website. It’s a popular trend in WordPress plugins that allows a software to do many things but only do the tasks that a user requires.

The plugin is promoted through affiliate reviews and according to Google AI Overview enjoys highly positive reviews. Over 97% of reviews on the official WordPress repository are rated with five stars, the highest possible rating, with less than 1% rating the plugin as 1 star.

What Went Wrong?

A security flaw in the plugin makes it vulnerable to authentication bypass, which is a flaw that allows an attacker to access areas of a website that require a username and a password without having to provide credentials. The vulnerability specific to Really Simple Security allows an attacker to acquire access of any registered user of the website, including the administrator, simply by knowing the user name.

This is called an Unauthenticated Access Vulnerability, one of most severe kinds of flaws because it is generally easier to exploit than an “authenticated” flaw which requires an attacker to first attain the user name and password of a registered user.

Wordfence explains the exact reason for the vulnerability:

“The Really Simple Security (Free, Pro, and Pro Multisite) plugins for WordPress are vulnerable to authentication bypass in versions 9.0.0 to 9.1.1.1. This is due to improper user check error handling in the two-factor REST API actions with the ‘check_login_and_get_user’ function. This makes it possible for unauthenticated attackers to log in as any existing user on the site, such as an administrator, when the “Two-Factor Authentication” setting is enabled (disabled by default).

Wordfence blocked 310 attacks targeting this vulnerability in the past 24 hours.”

Recommended Course Of Action:

Wordfence encourages users of the plugin to update to Really Simple Security version 9.1.2 (or higher version).

The Really Simple Security plugin’s changelog responsibly announces the reason for the updated software:

“Changelog
9.1.2
security: authentication bypass”

Read the Wordfence security advisory:

Really Simple Security (Free, Pro, and Pro Multisite) 9.0.0 – 9.1.1.1 – Authentication Bypass

Featured Image by Shutterstock/Tithi Luadthong

Google Maps Launches Product Search: Steps For Retailers via @sejournal, @MattGSouthern

Google has updated Maps to include product-specific search capabilities, just in time for the holiday shopping season.

This feature allows consumers to search for specific items and find nearby stores with available inventory.

Key Features

The update lets you search for products directly within Google Maps and find real-time inventory availability at nearby stores.

Shoppers can find a wide range of items and have immediate access to local pickup options.

In an announcement, Google states:

“Need a last-minute gift? Now, you can search in Google Maps for items like pickleball rackets, board games, ice cream makers and more to find nearby stores that have them in stock so you can pick up what you need, stat. No empty stockings here!”

Implementation Guide For Retailers

Retailers should focus on three key components to succeed with Google Maps’ product search feature.

1. Structured Data Markup

Local inventory visibility depends on using Schema.org markup correctly.

The example below shows what’s for products to be visible on Google Maps:


2. Inventory Management

To ensure this feature works well, accurate inventory tracking is important.

Follow these key steps to keep your data correct:

  • Regularly sync with Google Merchant Center.
  • Automate inventory updates.
  • Update inventory at least once every 24 hours.

3. Store Location Integration

Accurate store location information helps customers find you after discovering your products.

Here are the key elements to focus on:

  • Ensure your Google Business Profile is correct.
  • Keep your geocoding information accurate.
  • Update your operating hours regularly.
  • Adjust pickup availability settings as needed.

Looking Ahead

For retailers aiming to make the most of this feature, here are the recommended steps to follow:

  1. Verify the setup of your Google Merchant Center.
  2. Implement the necessary structured data.
  3. Test the transmission of your data.
  4. Monitor performance using Google Search Console.
  5. Regularly update your inventory feeds.

This update can help drive more customers to physical stores during the holiday shopping season and beyond.

For more information, Google provides detailed guides in the Merchant Center help section.


Featured Image: Rokas Tenys/Shutterstock

HTTP Archive Report: 61% Of Cookies Enable Third-Party Tracking via @sejournal, @MattGSouthern

HTTP Archive published 12 chapters of its annual Web Almanac, revealing disparities between mobile and desktop web performance.

The Almanac analyzes data from millions of sites to track trends in web technologies, performance metrics, and user experience.

This year’s Almanac details changes in technology adoption patterns that will impact businesses and users.

Key Highlights

Mobile Performance Gap

The most significant finding centers on the growing performance gap between desktop and mobile experiences.

With the introduction of Google’s new Core Web Vital metric, Interaction to Next Paint (INP), the gap has become wider than ever.

“Web performance is tied to what devices and networks people can afford,” the report notes, highlighting the socioeconomic implications of this growing divide.

The data shows that while desktop performance remains strong, mobile users—particularly those with lower-end devices—face challenges:

  • Desktop sites achieve 97% “good” INP scores
  • Mobile sites lag at 74% “good” INP scores
  • Mobile median Total Blocking Time is 18 times higher than desktop

Third-Party Tracking

The report found that tracking remains pervasive across the web.

“We find that 61% of cookies are set in a third-party context,” the report states, noting that these cookies can be used for cross-site tracking and targeted advertising.

Key privacy findings include:

  • Google’s DoubleClick sets cookies on 44% of top websites
  • Only 6% of third-party cookies use partitioning for privacy protection
  • 11% of first-party cookies have SameSite set to None, potentially enabling tracking

CMS Market Share

In the content management space, WordPress continues its dominance, with the report stating:

“Of the over 16 million mobile sites in this year’s crawl, WordPress is used by 5.7 millions sites for a total of 36% of sites.”

However, among the top 1,000 most-visited websites, only 8% use identifiable CMS platforms, suggesting larger organizations opt for custom solutions.

In the ecommerce sector, WooCommerce leads with 38% market share, followed by Shopify at 18%.

The report found that “OpenCart is the last of the 362 detected shop systems that manage to secure a share above 1% of the market.”

PayPal remains most detected payment method (3.5% of sites), followed by Apple Pay and Shop Pay.

Performance By Platform

Some platforms markedly improved Core Web Vitals scores over the past year.

Squarespace increased from 33% good scores in 2022 to 60% in 2024, while others like Magento and WooCommerce continue to face performance challenges.

The remaining chapters of the Web Almanac are expected to be published in the coming weeks.

Structured Data Trends

The deprecation of FAQ and HowTo rich results by Google hasn’t significantly impacted their implementation.

This suggests website owners find value in these features beyond search.

Google expanded support for structured data types for various verticals, including vehicles, courses, and vacation rentals.

Why This Matters

These findings highlight that mobile optimization remains a challenge for developers and businesses.

HTTP Archive researchers noted in the report:

“These results highlight the ongoing need for focused optimization efforts, particularly in mobile experience.

The performance gap between devices suggests that many users, especially those on lower-end mobile devices, may be experiencing a significantly degraded web experience.”

Additionally, as privacy concerns grow, the industry faces pressure to balance user tracking with privacy protection.

Businesses reliant on third-party tracking mechanisms may need to adapt their marketing and analytics strategies accordingly.

The 2024 Web Almanac is available on HTTP Archive’s website; the remaining chapters are expected to be published in the coming weeks.


Featured Image: BestForBest/Shutterstock

Google’s Updated Machine Learning Courses Build SEO Understanding via @sejournal, @martinibuster

Google has updated its machine learning crash course with new videos and modules on large language models and automated machine learning. These courses are useful introductions to the technologies behind modern search engines and generative AI, information that will make you a better SEO.

What Is Google’s Machine Learning Crash Course?

Google’s machine learning course is an easy to understand introduction to machine learning. It shows what machine learning is all about and how it can be useful to you and your business.

The different courses are self-contained in modules, beginning with introductions to the fundamentals of Linear Regression, Logistic Regression, and Binary Classification Models

The other modules cover:

  • Data
    How to work with machine learning data
  • Advanced Machine Learning Models
    Introductions to Neural Networks, Embeddings, and Large Language Models
  • Real-world ML
    These modules cover best practices for deploying machine learning models in the real world.

The new course adds topics that include:

Large language models

New Large Language Model (LLM) Module

The Large Language Models module is a new addition to the courses and is a good way to get up to speed fast with the technology and be conversant about it.

Google’s documentation shows what students learn with the module:

“Define a few different types of language models and their components.

Describe how large language models are created and the importance of context and parameters.

Identify how large language models take advantage of self-attention.

Reveal three key problems with large language models.

Explain how fine-tuning and distillation can improve a model’s predictions and efficiency.”

Google recommends first taking six other courses before starting the LLM module, so as to gain an understanding of the fundamentals. The six recommended courses look very interesting:

  1. Introduction to Machine Learning
  2. Linear regression
  3. Working with categorical data
  4. Datasets, generalization, and overfitting
  5. Neural networks
  6. Embeddings

The courses for linear regression, neural networks and embeddings can arguably be called essential for SEOs because these technologies have been a major part of how search ranking algorithms work. Obtaining a basic understanding about these technologies will improve your ability to understand how the backend of search engines work.

Many misleading ideas are popular in the SEO community because they sound like common sense, much like some answers you may have experienced from generative AI make sense but are hallucinations. Learning what these technologies are and how they work will help you become a better search marketer.

Read Google’s announcement:

Our Machine Learning Crash Course goes in depth on generative AI

Featured Image by Shutterstock/ProStockStudio

Featured Image by Shutterstock/studiostoks

YouTube Ad Updates: Enhanced Shorts Monetization via @sejournal, @MattGSouthern

YouTube expands Shorts monetization with new ad controls, measurement tools, and creator partnerships.

  • Advertisers can now run campaigns exclusively in Shorts feed or focus on horizontal content.
  • New interactive stickers and animated ads will enhance advertising options by year-end.
  • YouTube is expanding measurement capabilities with third-party sales lift tracking and improved Brand Lift surveys.
WordPress 6.7 Released – This Is Why It’s A Winner via @sejournal, @martinibuster

WordPress has released version 6.7, codenamed Rollins. This update introduces better font controls, a new default theme, enhanced design tools for easier page creation, 65 accessibility improvements, and performance optimizations. Version 6.7 focuses on making it easy to build attractive, high-performance websites.

Twenty Twenty-Five Theme

Twenty Twenty-Five is the new default theme that ships with WordPress. Twenty Twenty-Five was purpose intentionally built to offer users an easier and more intuitive experience for creating websites.

The official WordPress Twenty Twenty-Five documentation explains:

“While ideating Twenty Twenty-Five, one recurring idea was that simple things should be intuitive while complex things should be possible. This concept of simplicity and complexity leads to a reliable foundation for extending a default WordPress experience to make it yours.

Twenty Twenty-Five embodies ultimate flexibility and adaptability, showcasing the many ways WordPress enables people to tell their stories with many patterns and styles to choose from.”

The key improvements are:

  • Better Patterns
    WordPress patterns are pre-designed ready to use blocks for different parts of a page. This allows users to choose from pre-made sections of a web page like the header, call-to-actions, pricing tables and on. Twenty Twenty-Five ships with a wide range of patterns that are appropriate for different kinds of sites.
  • Improved Styles
    Better support for fonts in multiple languages plus bundled color variations.

New Templates
There are three base templates that can serve as a starting point for creating a website.

The new template versions are:

  • Personal Blog (Default)
    The Personal Blog template is focused on simplicity and ease of use.
  • Photo Blog (Alternative)
    This template has multiple layouts that are suitable for image heavy sites.
  • Complex Blog (Alternative)
    This template is intended for complex websites, offering more design flexibility.

Typography

As part of the emphasis on a better design experience, WordPress 6.7 features better font management that allows users to more control over fonts.

The WordPress announcement explains:

“Create, edit, remove, and apply font size presets with the next addition to the Styles interface. Override theme defaults or create your own custom font size, complete with fluid typography for responsive font scaling.”

New Zoom Out Feature

WordPress 6.7 has a new design feature that lets users zoom out from the details and see what the site looks like as a whole so that users can swap out block patterns and see what it looks like in macro view. This is in keeping with the focus on making it easy to design attractive websites.

Accessibility Improvements

The documentation for WordPress 6.7 was not as organized as it usually is, making it difficult to navigate to the documentation for the 65 improvements to accessibility are. WordPress documentation is usually better but it seems less organized this time.

This is what the announcement said about the accessibility improvements:

65+ accessibility fixes and enhancements focus on foundational aspects of the WordPress experience, from improving user interface components and keyboard navigation in the Editor, to an accessible heading on WordPress login screens and clearer labeling throughout.”

Performance Updates

The latest version of the WordPress core ships with faster pattern loading and better PHP 8+ support. Old code (deprecated) is removed to create a more lightweight theme, plus a new auto size component that improves lazy-loading images.

That last improvement to lazy loading should help improve core web vitals scores because the Auto Sizes feature helps the browser select the right image size from the CSS and use that to build the web page, rather than using the image size itself. CSS is usually downloaded before images, so having to depend on image size is redundant and slower. Chrome shipped with this ability last year, December 2023.

Engineering lead at Google Chrome Addy Osmani tweeted about it last year:

“Chrome is shipping support for lazy-loaded images with srcset, this allows the browser to use the layout width of the image in order to select the source url from the srcset.

For lazy-loaded images, CSS is often available before the image load begins. The browser can take the actual width of the image from CSS and use that as if it was the image’s sizes.”

The official WordPress announcement for the auto sizes for lazy loading explains:

WordPress documentation for the auto sizes feature explains:

“WordPress 6.7 adds sizes=”auto” for lazy-loaded images. This feature, which was recently added to the HTML specification, allows the browser to use the rendered layout width of the image when selecting a source from the srcset list, since lazy loaded images don’t load until after the layout is known.”

Is It Safe To Download WordPress 6.7?

Most developers discussing the latest version of WordPress in the private Dynamic WordPress Facebook group report that updating to the latest version is easy and trouble-free.

But some developers reported maintenance mode errors that were easily resolved by deleting the .maintenance file (maintenance mode file. The .maintenance mode error doesn’t happen because there’s something wrong with the update, it’s usually because there’s something going on with the upstream server that’s providing the update. The WordPress.org 6.7 documentation page was temporarily down so maybe the WordPress servers were experiencing too much traffic.

Featured Image by Shutterstock/Asier Romero

Google November Core Update: 6 Insights From Millions of Queries via @sejournal, @martinibuster

Enterprise SEO platform BrightEdge is actively monitoring millions of keyword search results, detecting real-time trends in Google’s AI Overview and organic search tied to the ongoing November 2024 Core algorithm update. The data suggests six preliminary observations on the direction of Google’s algorithm and what publishers and SEOs need to know now.

AI Overviews is a search feature, so any changes to Google’s core ranking algorithm will be reflected in AIO, especially because there are several ways AIO and the organic search results overlap.

1. Overlap Between Organic And AIO Citations

One of the more interesting trends that continues this month is an overlap between the websites cited in AIO and the organic search results. This shift, first noticed in September, was highly noticeable, especially within the top ten organic search results. High ranking organic content has a high chance of becoming a citation in AIO. This trend suggests that Google is increasingly aligning AIO citations with the organic search algorithm.

How Google is aligning organic SERPs with AIO can only be speculated because Google has not commented on this trend. It may be that AIO is grounding itself in organic search results that themselves are increasingly more precisely aligned to search query topicality.

Google’s information gain patent describes a way to rank websites that closely links Google’s organic search ranking with an AI-based search interface. These trends that BrightEdge noticed align with that kind of symmetry between AI Search and organically ranked answers.

2. Shopping Queries Ranked Differently

The trend for overlap between organic and AIO SERPs doesn’t manifest in shopping related queries.

But this trend doesn’t hold for shopping queries. Organic shopping SERPs and AIO results are increasingly uncoupled and going in different different directions. BrightEdge interpreted the data to mean that additional supporting results in AIO are why organic and AIO for shopping queries increasingly don’t match.

Google’s algorithm update won’t be finished until about two weeks from now. However BrightEdge’s Generative Parser technology is showing how the search results are trending that hint at what’s going on under the surface of the search results.

3. Downward Trends In Overlap

BrightEdge shared that ranking overlap between organic and AIO initially experienced a slight increase in volatility (+2.3%) leading into November 8th but that it subsequently started trending downward (-3.7%) on the following two days and the downward trend continued as the update was announced.

4. Increased Volatility In Overlap

After the release of the update the volatility between organic search results and AIO began to seriously spike. BrightEdge interprets the changes as suggesting that there is a pattern of redistribution. In my opinion this may reflect changes to both AIO and organic rankings which at some point should stabilize. The scale of the changes at the lowest ranking levels (positions 21-30) indicate a high level of volatility.

How SERPs Are Currently Trending Since Update Announcement:

  • Top 10 positions: +10.6% increase in volatility
  • Positions 11-20: -5.9% decline in volatility
  • Positions 21-30: +23.3% increase in volatility

5. Industry Specific Changes

It must be stressed that what BrightEdge’s Generative Parser is reporting represents real-time changes across millions of search results which are indicative of the scale of changes within the search results. BrightEdge next looks at specific industries and at this time is seeing significant shifts in e-commerce queries and notable changes in Education related queries.

Here are changes by industry:

  • E-commerce showing -22.1% shift in top citations
  • Education observing moderate -7.3% adjustment
  • Healthcare maintaining stability at -1.5% shift
  • B2B Tech recording -0.4% change

6. Patterns In How AIO Cites Content

The volatility patterns give an early tentative indication of what kinds of queries Google is giving priority in this update. Again, these are real-time results that are subject to change as new parts of the update are rolled out.

BrightEdge’s Insights From Volatility Rates:

  • “Educational content maintaining stronger stability
  • Product-focused content showing higher volatility
  • Research-oriented sites demonstrating resilience
  • Industry expertise appearing to gain prominence”

Takeaway From Real-Time Volatility

BrightEdge gave Search Engine Journal their interpretation of what the real-time data might suggest for future AIO citations:

  • “Prioritize genuine user value in content creation over keyword optimization
  • Don’t ignore the importance of your content that may not be on page 1 for your target keywords
  • Carefully monitor your AIO citations as the data suggests there could be some fluctuations”

Reason For Optimism?

There’s a lot of negative sentiment to this update that is easily understandable because 2024 has been a bad year for many publishers. For example, a common complaint on X (formerly Twitter) is that Google shows too much Reddit content.

Google’s AI Overviews has not been welcomed by publishers at any level or in any industry because it’s brutal to see your content reworded by Google’s AI then added into a summary that includes reworded content from competitors, with just a tiny hard to see link for the citation.

Frank Pine, executive editor of Media News Group and Tribune Publishing (a network of 68 newspapers) was quoted earlier this year by the New York Times as remarking that Google’s AI Overviews is “cannibalizing” content and harming publishers.

The Times quoted him:

“It potentially chokes off the original creators of the content,” Mr. Pine said. The feature, AI Overviews, felt like another step toward generative A.I. replacing ‘the publications that they have cannibalized…’”

At this point in time it doesn’t do anyone good to sit around and grumble. Keep an eye on the search results to monitor changes as this update rolls out and follow the data.

Read more about the November 2024 Google Core Algorithm Update and learn more about AI Overviews here.

Featured Image by Shutterstock/Inkley Studio