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Stick a Fork in Them; They’re Done

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Stick a Fork in Them; They're Done

In 2012, Google’s Matt Cutt published his now-infamous post proclaiming that guest blogging for SEO was “done” because it had “just gotten too spammy.”

In 2022, I think you can say the same thing about expert roundups.

I’ll explain why below. But first, let’s make sure we’re on the same page…

What are expert roundups?

Expert roundups are blog posts that feature quotes from industry experts about a specific topic.

For example, below is a roundup of SEO tips. You can see that it features quotes from 30+ experts, including some extremely well-known faces like Glen Allsopp and our very own Tim Soulo:

Expert roundup example

Why do people create expert roundups?

In my opinion, there are three main reasons:

  1. Exposure
  2. Backlinks
  3. Relationships

But rather than just share my opinion on the matter, I polled my Twitter followers.

Here are the results of the poll:

Let’s take a look at the results in more detail.

Backlinks

According to my poll, backlinks are the top reason for creating an expert roundup—with 43.9% of folks citing it as their primary aim.

The idea here is simple: If an “expert” is willing to contribute to your roundup, perhaps they’ll also be willing to link to it. This is good for SEO because backlinks are one of Google’s top-ranking factors.

Building relationships

Building relationships is the second most popular reason for creating an expert roundup, with 36.8% citing it as their primary aim.

This makes sense, as building relationships with influential and well-connected industry experts can open all kinds of doors. It’s how I managed to get a backlink from Glen Allsopp (Detailed) back in the day, and it’s kind of how I landed my job at Ahrefs.

Exposure

Exposure is the least popular reason for creating an expert roundup, with only 19.3% of respondents citing it as their primary aim.

People tend to share content that paints them in a positive light. So the idea with expert roundups is that, once published, many of the featured “experts” will share the post on social media and your blog will get some nice exposure.

It’s basically egobait. You’re literally referring to these people as experts in your content, so why wouldn’t they want to share it?

I also got a reply to my tweet from Jeremy Rivera, who gave a fourth reason for creating expert roundups: crafting expert-supported content:

This makes sense. But personally, I’m not convinced the “expert roundup” format is usually the best way to do this. (More on this later.)

Why do “experts” contribute to expert roundups?

Given that most “experts” are already well connected, they’re probably not contributing to roundups to build relationships. They’re almost certainly doing it for backlinks.

But again, let’s not trust my opinion…

I polled my Twitter followers. Here are the results:

No prizes for guessing the outcome here. I think it’s pretty much what we all expected.

Sidenote.

This poll attracted fewer votes than my first, so take the results with a pinch of salt. However, in my opinion, backlinks are the number one reason to get involved in expert roundups. 

What’s the issue with expert roundups?

Expert roundups have no real downsides for contributors. It rarely takes more than a few minutes to answer the creator’s question and, in return, they get exposure, a backlink, and a nice egoboost.

For example, here’s my contribution to an expert roundup. I was asked to name my top three keyword research tools:

Joshua Hardwick featured in an expert roundup

In this case, replying to an email with six words landed me a mention and backlink on a DR71 site. The post I’m featured in now gets an estimated 284 organic monthly visits:

Traffic to expert roundup

But for the creators and readers of roundups, there are a few issues…

1. It can be hard to get enough actual experts to contribute

In the early days of expert roundups, someone reaching out and asking for your contribution made you feel special because it didn’t happen often. Now, everyone is creating expert roundups, and genuine experts are inundated with requests.

This means they have to pick and choose which ones to contribute to, making things harder for publishers to get the quotes they need.

As a result, some publishers seem willing to accept quotes from, well, pretty much anyone.

Just look at this expert quote in a recent roundup I found about link building tactics:

Bad expert roundup contribution

Really? The best strategy for building backlinks is blog commenting, where 99% of links are nofollowed and almost certainly won’t pass much “authority” either way?

I can’t imagine anyone close to being a link building expert saying this in the last 10 years.

Sidenote.

I changed the wording of the quote above slightly, but the gist is the same. I did this because I don’t want to pick on anyone, and I know you savvy SEOs can easily find the exact quote. 

Now, I hold no grudges against the person who gave this quote. They were clearly asked and thought “why not?” But the reality is that including these kinds of quotes leads to a deterioration in the perceived quality of expert roundups over time—which further dissuades experts from contributing.

It’s a vicious cycle, and it’s why expert roundups have (in my opinion) become so spammy in recent years.

2. The format rarely aligns with search intent

People are typically looking to do one of three things when they type something into Google:

  • Buy something
  • Learn something
  • Get somewhere (i.e., a specific website)

You may think that an expert roundup matches search intent when the searcher is looking to learn, but let me ask you this: How often do you really want a list of hundreds of random and potentially opposing opinions when you’re just trying to find the answer to something?

Probably not very often, which is why expert roundups are rarely an optimal content format if you want to rank high on Google.

3. Experts rarely link to roundups they’re featured in

If you’re publishing an expert roundup with the aim of attracting backlinks from contributors’ websites, I have bad news: Most experts probably aren’t going to link to your roundup.

How do I know? I cross-referenced the external links and referring domains to an expert roundup we published in 2015 to see how many of the featured experts linked to the roundup. I found the result to be 21%—or roughly 1 in 5.

That may not sound too shabby, but you have to remember a few things:

  1. We published this post when expert roundups were arguably at the height of their popularity.
  2. Pretty much everyone in the SEO industry wants to be featured on the Ahrefs blog, so being featured in our roundup is something to shout about.
  3. We already had relationships with many of the people who linked to us.

In other words, in 2022, unless you’re a well-known brand, this number is almost certainly going to be much lower.

My opinion: You may get 1 in 10 contributors to link to you—if you’re lucky.

4. Experts rarely share roundups they’re featured in

You’d think that sharing the roundup on Twitter would be a no-brainer for those featured. But it seems that very few do this either. I checked Twitter, and only a handful of those featured in our expert roundup appear to have shared it.

Even if they do, the reality is that their share is unlikely to send much (if any) traffic our way.

Don’t believe me? Here’s the number of link clicks a recent tweet of mine got:

Dire performance on Twitter

Again, the numbers may not look too bad. But here’s what it took to get those clicks:

  • 8,000+ followers
  • Retweets from the official Ahrefs account and two of my colleagues, which exposed my tweet to a further 135,000+ people.

Of course, true experts tend to have lots of followers too, but they rarely have the amplification of big brands like Ahrefs behind them.

All in all, it’s unlikely that you’ll get more than a handful of clicks from experts sharing your post on social media.

Three better alternatives to expert roundups

Expert roundups may have had their day, but there are still ways to utilize expert contributions to improve content and SEO. You just need to be a little more creative and put in more effort. Let’s look at a few ideas.

1. Interview an expert and write up their insights

If you want to write about a topic but lack the expertise to do so, consider interviewing an expert and writing up their insights.

This is precisely what we did for our post about Google penalties.

Interview format is often better than an expert roundup

Having limited experience with Google penalties ourselves, we interviewed three experts on the topic, including Marie Haynes. We then compiled their knowledge and insights into a guide.

There are a few benefits to this approach:

  1. You can still match search intent – As you’re writing up expert insights, you’re free to use any content format you like. If search intent calls for a list of tips, you can write a list of tips. If it calls for a guide, you can write a guide.
  2. You improve E‑A-T – E‑A-T stands for expertise, authoritativeness, and trustworthiness. It’s what Google’s human quality raters use to assess the quality of search results. It’s not a direct ranking factor, but improving and demonstrating E‑A-T can lead to many SEO benefits.
  3. Your expert is arguably more likely to share the content – Being included in an expert roundup among dozens of others may give you a bit of an egoboost, but having a piece centered almost entirely around your knowledge and insights will surely give you a bigger one. This will, thus, increase the chances of experts sharing the content.

If you’re not sure who to interview for your piece, run a search in Ahrefs’ Content Explorer.

The tool is a searchable database of over 9 billion pages, and it has authorship information for some of them. This means you can run a search to find prolific writers on a topic.

For example, if we want to write a piece about Google’s Knowledge Graph, we can search Content Explorer for the pages with “knowledge graph” in their titles.

Search in Content Explorer

If we then go to the “Authors” tab, we’ll see the names of authors who’ve published the most pages matching our search.

Here, we can see that Aaron Bradley has authored 12 pages with “knowledge graph” in each page’s title:

Searching for experts in Content Explorer

If we click on the number of pages, we can see everything he’s written on the topic:

Content Explorer results

This guy clearly knows his stuff, so he is a fantastic person to interview for our article.

2. Poll experts for interesting stats

People often cite statistics and link to the source. If you don’t believe us, just look at the anchors and surrounding texts of backlinks to our search traffic study:

Cited statistics leading to links, via Ahrefs Site Explorer

You can see that pretty much all of the links are from folks citing statistics on our page.

If you’re lucky enough to have access to unique data and insights as we are, publishing content laden with statistics is easy—and you’ll naturally earn backlinks as a result. But if you don’t have in-house data, a good way to create unique statistics is to poll experts.

This is precisely what Paddy Moogan did for Aira’s annual “state of link building” report.

He polled 250 digital marketing professionals and consolidated their responses into graphs like this:

Aira state of link building report

The result? Backlinks from 346 referring domains and counting.

Aira state of link building report backlinks

If you’re wondering who to poll for this kind of content, use Content Explorer to find experts who’ve already written about your topic.

For example, here are a few top authors who’ve written about link building (you may notice a familiar name there!):

Link building experts via Content Explorer

TIP

Maximize the link-earning potential of existing posts by adding insights from your poll. For example, we mentioned a statistic from our search traffic study in our keyword research guide, and it earned a few extra backlinks as a result:

Statistic links via Site Explorer

3. Poll experts for product recommendations

Most affiliate websites make their money by ranking for general comparison keywords, i.e., “best [product category].”

Unfortunately, to create truly useful content for these keywords, you usually have to test and review dozens of products yourself. Not only is this costly, but you’re also basing your recommendations on one person’s opinion—which may not align with the consensus of others.

One solution to this is to poll experts for their recommendations.

This is precisely what Robbie Richards did in his post about the “best link building tools.” He asked 82 link builders to vote for their favorite link building tool, tallied up the results, and recommended their favorite to his audience:

15-ahrefs-poll-recommendation

You can use this approach for non-affiliate keywords too.

For example, we polled the 10,000+ SEO professionals in our private Facebook group to compile recommendations for our list of the best free SEO tools.

Expert poll example

Final thoughts

Expert roundups, in the traditional sense, are dead unless you have clout. And even then, these roundups are less effective than they once were. But by creatively using experts to source information, you can still apply some of the same principles to enhance your content, earn more backlinks, and get organic traffic.

Got questions? Disagree? Let me know on Twitter.




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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

More resources:


Featured Image: Julia Tim/Shutterstock



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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


Featured Image: sockagphoto/Shutterstock



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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

Featured Image by Shutterstock/ICONMAN66

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