Automattic’s latest counterclaim against WP Engine has raised eyebrows not only for its legal framing but also for its unusual invocation of search engine optimization (SEO). According to Roger Montti’s report for Search Engine Journal, the company’s filing claims that WP Engine intentionally increased its use of “WordPress” and “WooCommerce” trademarks across its websites to manipulate search engine rankings and confuse users.
The counterclaim argues explicitly that WP Engine’s repeated use of these keywords is part of an “aggressive SEO strategy,” asserting that search engines “factor in the number of times a term appears” on a page when determining relevance. Automattic describes this as a deliberate attempt to divert traffic away from official WordPress properties, such as WordPress.org and WordPress.com.
However, Montti, a veteran SEO expert with over two decades of experience, points out that this reasoning is based on outdated assumptions. Modern search algorithms, particularly Google’s, no longer rely on keyword repetition as a ranking signal. Instead, systems like BERT analyze the meaning and intent behind search queries, often ranking content that doesn’t even include the exact search terms.
As Montti notes, Google itself explains that its algorithms interpret language contextually, focusing on user intent rather than simple keyword frequency. That means Automattic’s argument reflects a misunderstanding of how SEO actually works today.
In essence, while Automattic’s counterclaim may have legal merit on trademark grounds, its reliance on debunked SEO principles weakens its credibility among those familiar with modern search technology.