More on Technology
James Brockbank
3 years ago
Canonical URLs for Beginners
Canonicalization and canonical URLs are essential for SEO, and improper implementation can negatively impact your site's performance.
Canonical tags were introduced in 2009 to help webmasters with duplicate or similar content on multiple URLs.
To use canonical tags properly, you must understand their purpose, operation, and implementation.
Canonical URLs and Tags
Canonical tags tell search engines that a certain URL is a page's master copy. They specify a page's canonical URL. Webmasters can avoid duplicate content by linking to the "canonical" or "preferred" version of a page.
How are canonical tags and URLs different? Can these be specified differently?
Tags
Canonical tags are found in an HTML page's head></head> section.
<link rel="canonical" href="https://www.website.com/page/" />These can be self-referencing or reference another page's URL to consolidate signals.
Canonical tags and URLs are often used interchangeably, which is incorrect.
The rel="canonical" tag is the most common way to set canonical URLs, but it's not the only way.
Canonical URLs
What's a canonical link? Canonical link is the'master' URL for duplicate pages.
In Google's own words:
A canonical URL is the page Google thinks is most representative of duplicate pages on your site.
— Google Search Console Help
You can indicate your preferred canonical URL. For various reasons, Google may choose a different page than you.
When set correctly, the canonical URL is usually your specified URL.
Canonical URLs determine which page will be shown in search results (unless a duplicate is explicitly better for a user, like a mobile version).
Canonical URLs can be on different domains.
Other ways to specify canonical URLs
Canonical tags are the most common way to specify a canonical URL.
You can also set canonicals by:
Setting the HTTP header rel=canonical.
All pages listed in a sitemap are suggested as canonicals, but Google decides which pages are duplicates.
Redirects 301.
Google recommends these methods, but they aren't all appropriate for every situation, as we'll see below. Each has its own recommended uses.
Setting canonical URLs isn't required; if you don't, Google will use other signals to determine the best page version.
To control how your site appears in search engines and to avoid duplicate content issues, you should use canonicalization effectively.
Why Duplicate Content Exists
Before we discuss why you should use canonical URLs and how to specify them in popular CMSs, we must first explain why duplicate content exists. Nobody intentionally duplicates website content.
Content management systems create multiple URLs when you launch a page, have indexable versions of your site, or use dynamic URLs.
Assume the following URLs display the same content to a user:
A search engine sees eight duplicate pages, not one.
URLs #1 and #2: the CMS saves product URLs with and without the category name.
#3, #4, and #5 result from the site being accessible via HTTP, HTTPS, www, and non-www.
#6 is a subdomain mobile-friendly URL.
URL #7 lacks URL #2's trailing slash.
URL #8 uses a capital "A" instead of a lowercase one.
Duplicate content may also exist in URLs like:
https://www.website.com
https://www.website.com/index.php
Duplicate content is easy to create.
Canonical URLs help search engines identify different page variations as a single URL on many sites.
SEO Canonical URLs
Canonical URLs help you manage duplicate content that could affect site performance.
Canonical URLs are a technical SEO focus area for many reasons.
Specify URL for search results
When you set a canonical URL, you tell Google which page version to display.
Which would you click?
https://www.domain.com/page-1/
https://www.domain.com/index.php?id=2
First, probably.
Canonicals tell search engines which URL to rank.
Consolidate link signals on similar pages
When you have duplicate or nearly identical pages on your site, the URLs may get external links.
Canonical URLs consolidate multiple pages' link signals into a single URL.
This helps your site rank because signals from multiple URLs are consolidated into one.
Syndication management
Content is often syndicated to reach new audiences.
Canonical URLs consolidate ranking signals to prevent duplicate pages from ranking and ensure the original content ranks.
Avoid Googlebot duplicate page crawling
Canonical URLs ensure that Googlebot crawls your new pages rather than duplicated versions of the same one across mobile and desktop versions, for example.
Crawl budgets aren't an issue for most sites unless they have 100,000+ pages.
How to Correctly Implement the rel=canonical Tag
Using the header tag rel="canonical" is the most common way to specify canonical URLs.
Adding tags and HTML code may seem daunting if you're not a developer, but most CMS platforms allow canonicals out-of-the-box.
These URLs each have one product.
How to Correctly Implement a rel="canonical" HTTP Header
A rel="canonical" HTTP header can replace canonical tags.
This is how to implement a canonical URL for PDFs or non-HTML documents.
You can specify a canonical URL in your site's.htaccess file using the code below.
<Files "file-to-canonicalize.pdf"> Header add Link "< http://www.website.com/canonical-page/>; rel=\"canonical\"" </Files>301 redirects for canonical URLs
Google says 301 redirects can specify canonical URLs.
Only the canonical URL will exist if you use 301 redirects. This will redirect duplicates.
This is the best way to fix duplicate content across:
HTTPS and HTTP
Non-WWW and WWW
Trailing-Slash and Non-Trailing Slash URLs
On a single page, you should use canonical tags unless you can confidently delete and redirect the page.
Sitemaps' canonical URLs
Google assumes sitemap URLs are canonical, so don't include non-canonical URLs.
This does not guarantee canonical URLs, but is a best practice for sitemaps.
Best-practice Canonical Tag
Once you understand a few simple best practices for canonical tags, spotting and cleaning up duplicate content becomes much easier.
Always include:
One canonical URL per page
If you specify multiple canonical URLs per page, they will likely be ignored.
Correct Domain Protocol
If your site uses HTTPS, use this as the canonical URL. It's easy to reference the wrong protocol, so check for it to catch it early.
Trailing slash or non-trailing slash URLs
Be sure to include trailing slashes in your canonical URL if your site uses them.
Specify URLs other than WWW
Search engines see non-WWW and WWW URLs as duplicate pages, so use the correct one.
Absolute URLs
To ensure proper interpretation, canonical tags should use absolute URLs.
So use:
<link rel="canonical" href="https://www.website.com/page-a/" />And not:
<link rel="canonical" href="/page-a/" />If not canonicalizing, use self-referential canonical URLs.
When a page isn't canonicalizing to another URL, use self-referencing canonical URLs.
Canonical tags refer to themselves here.
Common Canonical Tags Mistakes
Here are some common canonical tag mistakes.
301 Canonicalization
Set the canonical URL as the redirect target, not a redirected URL.
Incorrect Domain Canonicalization
If your site uses HTTPS, don't set canonical URLs to HTTP.
Irrelevant Canonicalization
Canonicalize URLs to duplicate or near-identical content only.
SEOs sometimes try to pass link signals via canonical tags from unrelated content to increase rank. This isn't how canonicalization should be used and should be avoided.
Multiple Canonical URLs
Only use one canonical tag or URL per page; otherwise, they may all be ignored.
When overriding defaults in some CMSs, you may accidentally include two canonical tags in your page's <head>.
Pagination vs. Canonicalization
Incorrect pagination can cause duplicate content. Canonicalizing URLs to the first page isn't always the best solution.
Canonicalize to a 'view all' page.
How to Audit Canonical Tags (and Fix Issues)
Audit your site's canonical tags to find canonicalization issues.
SEMrush Site Audit can help. You'll find canonical tag checks in your website's site audit report.
Let's examine these issues and their solutions.
No Canonical Tag on AMP
Site Audit will flag AMP pages without canonical tags.
Canonicalization between AMP and non-AMP pages is important.
Add a rel="canonical" tag to each AMP page's head>.
No HTTPS redirect or canonical from HTTP homepage
Duplicate content issues will be flagged in the Site Audit if your site is accessible via HTTPS and HTTP.
You can fix this by 301 redirecting or adding a canonical tag to HTTP pages that references HTTPS.
Broken canonical links
Broken canonical links won't be considered canonical URLs.
This error could mean your canonical links point to non-existent pages, complicating crawling and indexing.
Update broken canonical links to the correct URLs.
Multiple canonical URLs
This error occurs when a page has multiple canonical URLs.
Remove duplicate tags and leave one.
Canonicalization is a key SEO concept, and using it incorrectly can hurt your site's performance.
Once you understand how it works, what it does, and how to find and fix issues, you can use it effectively to remove duplicate content from your site.
Canonicalization SEO Myths
Ben "The Hosk" Hosking
3 years ago
The Yellow Cat Test Is Typically Failed by Software Developers.
Believe what you see, what people say
It’s sad that we never get trained to leave assumptions behind. - Sebastian Thrun
Many problems in software development are not because of code but because developers create the wrong software. This isn't rare because software is emergent and most individuals only realize what they want after it's built.
Inquisitive developers who pass the yellow cat test can improve the process.
Carpenters measure twice and cut the wood once. Developers are rarely so careful.
The Yellow Cat Test
Game of Thrones made dragons cool again, so I am reading The Game of Thrones book.
The yellow cat exam is from Syrio Forel, Arya Stark's fencing instructor.
Syrio tells Arya he'll strike left when fencing. He hits her after she dodges left. Arya says “you lied”. Syrio says his words lied, but his eyes and arm told the truth.
Arya learns how Syrio became Bravos' first sword.
“On the day I am speaking of, the first sword was newly dead, and the Sealord sent for me. Many bravos had come to him, and as many had been sent away, none could say why. When I came into his presence, he was seated, and in his lap was a fat yellow cat. He told me that one of his captains had brought the beast to him, from an island beyond the sunrise. ‘Have you ever seen her like?’ he asked of me.
“And to him I said, ‘Each night in the alleys of Braavos I see a thousand like him,’ and the Sealord laughed, and that day I was named the first sword.”
Arya screwed up her face. “I don’t understand.”
Syrio clicked his teeth together. “The cat was an ordinary cat, no more. The others expected a fabulous beast, so that is what they saw. How large it was, they said. It was no larger than any other cat, only fat from indolence, for the Sealord fed it from his own table. What curious small ears, they said. Its ears had been chewed away in kitten fights. And it was plainly a tomcat, yet the Sealord said ‘her,’ and that is what the others saw. Are you hearing?” Reddit discussion.
Development teams should not believe what they are told.
We created an appointment booking system. We thought it was an appointment-booking system. Later, we realized the software's purpose was to book the right people for appointments and discourage the unneeded ones.
The first 3 months of the project had half-correct requirements and software understanding.
Open your eyes
“Open your eyes is all that is needed. The heart lies and the head plays tricks with us, but the eyes see true. Look with your eyes, hear with your ears. Taste with your mouth. Smell with your nose. Feel with your skin. Then comes the thinking afterwards, and in that way, knowing the truth” Syrio Ferel
We must see what exists, not what individuals tell the development team or how developers think the software should work. Initial criteria cover 50/70% and change.
Developers build assumptions problems by assuming how software should work. Developers must quickly explain assumptions.
When a development team's assumptions are inaccurate, they must alter the code, DevOps, documentation, and tests.
It’s always faster and easier to fix requirements before code is written.
First-draft requirements can be based on old software. Development teams must grasp corporate goals and consider needs from many angles.
Testers help rethink requirements. They look at how software requirements shouldn't operate.
Technical features and benefits might misdirect software projects.
The initiatives that focused on technological possibilities developed hard-to-use software that needed extensive rewriting following user testing.
Software development
High-level criteria are different from detailed ones.
The interpretation of words determines their meaning.
Presentations are lofty, upbeat, and prejudiced.
People's perceptions may be unclear, incorrect, or just based on one perspective (half the story)
Developers can be misled by requirements, circumstances, people, plans, diagrams, designs, documentation, and many other things.
Developers receive misinformation, misunderstandings, and wrong assumptions. The development team must avoid building software with erroneous specifications.
Once code and software are written, the development team changes and fixes them.
Developers create software with incomplete information, they need to fill in the blanks to create the complete picture.
Conclusion
Yellow cats are often inaccurate when communicating requirements.
Before writing code, clarify requirements, assumptions, etc.
Everyone will pressure the development team to generate code rapidly, but this will slow down development.
Code changes are harder than requirements.
Jussi Luukkonen, MBA
3 years ago
Is Apple Secretly Building A Disruptive Tsunami?
A TECHNICAL THOUGHT
The IT giant is seeding the digital Great Renaissance.
Recently, technology has been dull.
We're still fascinated by processing speeds. Wearables are no longer an engineer's dream.
Apple has been quiet and avoided huge announcements. Slowness speaks something. Everything in the spaceship HQ seems to be turning slowly, unlike competitors around buzzwords.
Is this a sign of the impending storm?
Metas stock has fallen while Google milks dumb people. Microsoft steals money from corporations and annexes platforms like Linkedin.
Just surface bubbles?
Is Apple, one of the technology continents, pushing against all others to create a paradigm shift?
The fundamental human right to privacy
Apple's unusual remarks emphasize privacy. They incorporate it into their business models and judgments.
Apple believes privacy is a human right. There are no compromises.
This makes it hard for other participants to gain Apple's ecosystem's efficiencies.
Other players without hardware platforms lose.
Apple delivers new kidneys without rejection, unlike other software vendors. Nothing compromises your privacy.
Corporate citizenship will become more popular.
Apples have full coffers. They've started using that flow to better communities, which is great.
Apple's $2.5B home investment is one example. Google and Facebook are building or proposing to build workforce housing.
Apple's funding helps marginalized populations in more than 25 California counties, not just Apple employees.
Is this a trend, and does Apple keep giving back? Hope so.
I'm not cynical enough to suspect these investments have malicious motives.
The last frontier is the environment.
Climate change is a battle-to-win.
Long-term winners will be companies that protect the environment, turning climate change dystopia into sustainable growth.
Apple has been quietly changing its supply chain to be carbon-neutral by 2030.
“Apple is dedicated to protecting the planet we all share with solutions that are supporting the communities where we work.” Lisa Jackson, Apple’s vice president of environment.
Apple's $4.7 billion Green Bond investment will produce 1.2 gigawatts of green energy for the corporation and US communities. Apple invests $2.2 billion in Europe's green energy. In the Philippines, Thailand, Nigeria, Vietnam, Colombia, Israel, and South Africa, solar installations are helping communities obtain sustainable energy.
Apple is already carbon neutral today for its global corporate operations, and this new commitment means that by 2030, every Apple device sold will have net zero climate impact. -Apple.
Apple invests in green energy and forests to reduce its paper footprint in China and the US. Apple and the Conservation Fund are safeguarding 36,000 acres of US working forest, according to GreenBiz.
Apple's packaging paper is recycled or from sustainably managed forests.
What matters is the scale.
$1 billion is a rounding error for Apple.
These small investments originate from a tree with deep, spreading roots.
Apple's genes are anchored in building the finest products possible to improve consumers' lives.
I felt it when I switched to my iPhone while waiting for a train and had to pack my Macbook. iOS 16 dictation makes writing more enjoyable. Small change boosts productivity. Smooth transition from laptop to small screen and dictation.
Apples' tiny, well-planned steps have great growth potential for all consumers in everything they do.
There is clearly disruption, but it doesn't have to be violent
Digital channels, methods, and technologies have globalized human consciousness. One person's responsibility affects many.
Apple gives us tools to be privately connected. These technologies foster creativity, innovation, fulfillment, and safety.
Apple has invented a mountain of technologies, services, and channels to assist us adapt to the good future or combat evil forces who cynically aim to control us and ruin the environment and communities. Apple has quietly disrupted sectors for decades.
Google, Microsoft, and Meta, among others, should ride this wave. It's a tsunami, but it doesn't have to be devastating if we care, share, and cooperate with political decision-makers and community leaders worldwide.
A fresh Renaissance
Renaissance geniuses Michelangelo and Da Vinci. Different but seeing something no one else could yet see. Both were talented in many areas and could discover art in science and science in art.
These geniuses exemplified a period that changed humanity for the better. They created, used, and applied new, valuable things. It lives on.
Apple is a digital genius orchard. Wozniak and Jobs offered us fertile ground for the digital renaissance. We'll build on their legacy.
We may put our seeds there and see them bloom despite corporate greed and political ignorance.
I think the coming tsunami will illuminate our planet like the Renaissance.
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Sammy Abdullah
24 years ago
How to properly price SaaS
Price Intelligently put out amazing content on pricing your SaaS product. This blog's link to the whole report is worth reading. Our key takeaways are below.
Don't base prices on the competition. Competitor-based pricing has clear drawbacks. Their pricing approach is yours. Your company offers customers something unique. Otherwise, you wouldn't create it. This strategy is static, therefore you can't add value by raising prices without outpricing competitors. Look, but don't touch is the competitor-based moral. You want to know your competitors' prices so you're in the same ballpark, but they shouldn't guide your selections. Competitor-based pricing also drives down prices.
Value-based pricing wins. This is customer-based pricing. Value-based pricing looks outward, not inward or laterally at competitors. Your clients are the best source of pricing information. By valuing customer comments, you're focusing on buyers. They'll decide if your pricing and packaging are right. In addition to asking consumers about cost savings or revenue increases, look at data like number of users, usage per user, etc.
Value-based pricing increases prices. As you learn more about the client and your worth, you'll know when and how much to boost rates. Every 6 months, examine pricing.
Cloning top customers. You clone your consumers by learning as much as you can about them and then reaching out to comparable people or organizations. You can't accomplish this without knowing your customers. Segmenting and reproducing them requires as much detail as feasible. Offer pricing plans and feature packages for 4 personas. The top plan should state Contact Us. Your highest-value customers want more advice and support.
Question your 4 personas. What's the one item you can't live without? Which integrations matter most? Do you do analytics? Is support important or does your company self-solve? What's too cheap? What's too expensive?
Not everyone likes per-user pricing. SaaS organizations often default to per-user analytics. About 80% of companies utilizing per-user pricing should use an alternative value metric because their goods don't give more value with more users, so charging for them doesn't make sense.
At least 3:1 LTV/CAC. Break even on the customer within 2 years, and LTV to CAC is greater than 3:1. Because customer acquisition costs are paid upfront but SaaS revenues accrue over time, SaaS companies face an early financial shortfall while paying back the CAC.
ROI should be >20:1. Indeed. Ensure the customer's ROI is 20x the product's cost. Microsoft Office costs $80 a year, but consumers would pay much more to maintain it.
A/B Testing. A/B testing is guessing. When your pricing page varies based on assumptions, you'll upset customers. You don't have enough customers anyway. A/B testing optimizes landing pages, design decisions, and other site features when you know the problem but not pricing.
Don't discount. It cheapens the product, makes it permanent, and increases churn. By discounting, you're ruining your pricing analysis.
Franz Schrepf
3 years ago
What I Wish I'd Known About Web3 Before Building
Cryptoland rollercoaster
I've lost money in crypto.
Unimportant.
The real issue: I didn’t understand how.
I'm surrounded with winners. To learn more, I created my own NFTs, currency, and DAO.
Web3 is a hilltop castle. Everything is valuable, decentralized, and on-chain.
The castle is Disneyland: beautiful in images, but chaotic with lengthy lines and kids spending too much money on dressed-up animals.
When the throng and businesses are gone, Disneyland still has enchantment.
The Real Story of Web3
NFTs
Scarcity. Scarce NFTs. That's their worth.
Skull. Rare-looking!
Nonsense.
Bored Ape Yacht Club vs. my NFTs?
Marketing.
BAYC is amazing, but not for the reasons people believe. Apecoin and Otherside's art, celebrity following, and innovation? Stunning.
No other endeavor captured the zeitgeist better. Yet how long did you think it took to actually mint the NFTs?
1 hour? Maybe a week for the website?
Minting NFTs is incredibly easy. Kid-friendly. Developers are rare. Think about that next time somebody posts “DevS dO SMt!?”
NFTs will remain popular. These projects are like our Van Goghs and Monets. Still, be wary. It still uses exclusivity and wash selling like the OG art market.
Not all NFTs are art-related.
Soulbound and anonymous NFTs could offer up new use cases. Property rights, privacy-focused ID, open-source project verification. Everything.
NFTs build online trust through ownership.
We just need to evolve from the apes first.
NFTs' superpower is marketing until then.
Crypto currency
What the hell is a token?
99% of people are clueless.
So I invested in both coins and tokens. Same same. Only that they are not.
Coins have their own blockchain and developer/validator community. It's hard.
Creating a token on top of a blockchain? Five minutes.
Most consumers don’t understand the difference, creating an arbitrage opportunity: pretend you’re a serious project without having developers on your payroll.
Few market sites help. Take a look. See any tokens?
There's a hint one click deeper.
Some tokens are legitimate. Some coins are bad investments.
Tokens are utilized for DAO governance and DApp payments. Still, know who's behind a token. They might be 12 years old.
Coins take time and money. The recent LUNA meltdown indicates that currency investing requires research.
DAOs
Decentralized Autonomous Organizations (DAOs) don't work as you assume.
Yes, members can vote.
A productive organization requires more.
I've observed two types of DAOs.
Total decentralization total dysfunction
Centralized just partially. Community-driven.
A core team executes the DAO's strategy and roadmap in successful DAOs. The community owns part of the organization, votes on decisions, and holds the team accountable.
DAOs are public companies.
Amazing.
A shareholder meeting's logistics are staggering. DAOs may hold anonymous, secure voting quickly. No need for intermediaries like banks to chase up every shareholder.
Successful DAOs aren't totally decentralized. Large-scale voting and collaboration have never been easier.
And that’s all that matters.
Scale, speed.
My Web3 learnings
Disneyland is enchanting. Web3 too.
In a few cycles, NFTs may be used to build trust, not clout. Not speculating with coins. DAOs run organizations, not themselves.
Finally, some final thoughts:
NFTs will be a very helpful tool for building trust online. NFTs are successful now because of excellent marketing.
Tokens are not the same as coins. Look into any project before making a purchase. Make sure it isn't run by three 9-year-olds piled on top of one another in a trench coat, at the very least.
Not entirely decentralized, DAOs. We shall see a future where community ownership becomes the rule rather than the exception once we acknowledge this fact.
Crypto Disneyland is a rollercoaster with loops that make you sick.
Always buckle up.
Have fun!
Max Chafkin
3 years ago
Elon Musk Bets $44 Billion on Free Speech's Future
Musk’s purchase of Twitter has sealed his bond with the American right—whether the platform’s left-leaning employees and users like it or not.
Elon Musk's pursuit of Twitter Inc. began earlier this month as a joke. It started slowly, then spiraled out of control, culminating on April 25 with the world's richest man agreeing to spend $44 billion on one of the most politically significant technology companies ever. There have been bigger financial acquisitions, but Twitter's significance has always outpaced its balance sheet. This is a unique Silicon Valley deal.
To recap: Musk announced in early April that he had bought a stake in Twitter, citing the company's alleged suppression of free speech. His complaints were vague, relying heavily on the dog whistles of the ultra-right. A week later, he announced he'd buy the company for $54.20 per share, four days after initially pledging to join Twitter's board. Twitter's directors noticed the 420 reference as well, and responded with a “shareholder rights” plan (i.e., a poison pill) that included a 420 joke.
Musk - Patrick Pleul/Getty Images
No one knew if the bid was genuine. Musk's Twitter plans seemed implausible or insincere. In a tweet, he referred to automated accounts that use his name to promote cryptocurrency. He enraged his prospective employees by suggesting that Twitter's San Francisco headquarters be turned into a homeless shelter, renaming the company Titter, and expressing solidarity with his growing conservative fan base. “The woke mind virus is making Netflix unwatchable,” he tweeted on April 19.
But Musk got funding, and after a frantic weekend of negotiations, Twitter said yes. Unlike most buyouts, Musk will personally fund the deal, putting up up to $21 billion in cash and borrowing another $12.5 billion against his Tesla stock.
Free Speech and Partisanship
Percentage of respondents who agree with the following
The deal is expected to replatform accounts that were banned by Twitter for harassing others, spreading misinformation, or inciting violence, such as former President Donald Trump's account. As a result, Musk is at odds with his own left-leaning employees, users, and advertisers, who would prefer more content moderation rather than less.
Dorsey - Photographer: Joe Raedle/Getty Images
Previously, the company's leadership had similar issues. Founder Jack Dorsey stepped down last year amid concerns about slowing growth and product development, as well as his dual role as CEO of payments processor Block Inc. Compared to Musk, a father of seven who already runs four companies (besides Tesla and SpaceX), Dorsey is laser-focused.
Musk's motivation to buy Twitter may be political. Affirming the American far right with $44 billion spent on “free speech” Right-wing activists have promoted a series of competing upstart Twitter competitors—Parler, Gettr, and Trump's own effort, Truth Social—since Trump was banned from major social media platforms for encouraging rioters at the US Capitol on Jan. 6, 2021. But Musk can give them a social network with lax content moderation and a real user base. Trump said he wouldn't return to Twitter after the deal was announced, but he wouldn't be the first to do so.
Trump - Eli Hiller/Bloomberg
Conservative activists and lawmakers are already ecstatic. “A great day for free speech in America,” said Missouri Republican Josh Hawley. The day the deal was announced, Tucker Carlson opened his nightly Fox show with a 10-minute laudatory monologue. “The single biggest political development since Donald Trump's election in 2016,” he gushed over Musk.
But Musk's supporters and detractors misunderstand how much his business interests influence his political ideology. He marketed Tesla's cars as carbon-saving machines that were faster and cooler than gas-powered luxury cars during George W. Bush's presidency. Musk gained a huge following among wealthy environmentalists who reserved hundreds of thousands of Tesla sedans years before they were made during Barack Obama's presidency. Musk in the Trump era advocated for a carbon tax, but he also fought local officials (and his own workers) over Covid rules that slowed the reopening of his Bay Area factory.
Teslas at the Las Vegas Convention Center Loop Central Station in April 2021. The Las Vegas Convention Center Loop was Musk's first commercial project. Ethan Miller/Getty Images
Musk's rightward shift matched the rise of the nationalist-populist right and the desire to serve a growing EV market. In 2019, he unveiled the Cybertruck, a Tesla pickup, and in 2018, he announced plans to manufacture it at a new plant outside Austin. In 2021, he decided to move Tesla's headquarters there, citing California's "land of over-regulation." After Ford and General Motors beat him to the electric truck market, Musk reframed Tesla as a company for pickup-driving dudes.
Similarly, his purchase of Twitter will be entwined with his other business interests. Tesla has a factory in China and is friendly with Beijing. This could be seen as a conflict of interest when Musk's Twitter decides how to treat Chinese-backed disinformation, as Amazon.com Inc. founder Jeff Bezos noted.
Musk has focused on Twitter's product and social impact, but the company's biggest challenges are financial: Either increase cash flow or cut costs to comfortably service his new debt. Even if Musk can't do that, he can still benefit from the deal. He has recently used the increased attention to promote other business interests: Boring has hyperloops and Neuralink brain implants on the way, Musk tweeted. Remember Tesla's long-promised robotaxis!
Musk may be comfortable saying he has no expectation of profit because it benefits his other businesses. At the TED conference on April 14, Musk insisted that his interest in Twitter was solely charitable. “I don't care about money.”
The rockets and weed jokes make it easy to see Musk as unique—and his crazy buyout will undoubtedly add to that narrative. However, he is a megabillionaire who is risking a small amount of money (approximately 13% of his net worth) to gain potentially enormous influence. Musk makes everything seem new, but this is a rehash of an old media story.