Automattic’s new counterclaim against WP Engine argues that repeating the word “WordPress” can trick Google into better rankings. SEO experts say that idea hasn’t been true for a long time, and the evidence Automattic provided may be more confusing than convincing.
Automattic, the company behind WordPress.com, has taken its fight with WP Engine into surprising territory: search engine optimization.
In a counterclaim filed recently, Automattic accused WP Engine of deliberately using “WordPress” and “WooCommerce” too many times on its website, a move it says was meant to boost WP Engine’s visibility in Google search results and confuse users about who’s official and who’s not.
According to the filing, WP Engine began increasing its use of the “WordPress” mark around 2021 and did the same for “WooCommerce” a year later.
Automattic called the move an “aggressive SEO strategy” meant to capture traffic from people looking for genuine WordPress providers.
If that sounds like a throwback to the early 2000s, that’s because it kind of is.
Does Keyword Repetition Still Matter?
Automattic’s legal claim rests on an old belief that search engines give preference to pages where certain words appear often. But SEO professionals say that’s outdated, and Google’s own public explanations back them up.
Modern search algorithms analyze intent and meaning rather than simply counting words. Google’s AI models are built to understand context. That’s why pages can rank for a phrase even if they don’t use those exact words.
In fact, if you search for “Managed WordPress Hosting,” WordPress.com ranks second in the results, even though that phrase doesn’t appear on the page. That alone undercuts the idea that frequency drives ranking.
So when Automattic’s counterclaim says that WP Engine’s repeated use of “WordPress” tricks search engines, the argument clashes directly with how Google says its system works.
The Chart That Doesn’t Tell the Full Story
Automattic tried to back up its argument with data, specifically a graph comparing how often WP Engine and 18 other hosting companies mention “WordPress” on their websites.
At first glance, it looks concerning: WP Engine’s usage spikes far above everyone else’s. But there’s a major problem with that comparison.
Most of the companies, Automattic included, aren’t actually competitors in managed WordPress hosting.
14 of the 19 offer a mix of unrelated services like domain registration, VPS, or dedicated servers. Naturally, they mention “WordPress” less often because it’s just one part of their business.
Two examples stand out. Namecheap and GoDaddy, both of which are primarily domain name registrars. Comparing their “WordPress” mentions to WP Engine’s is apples to oranges.
Automattic also included Elementor and WPMU Dev, which aren’t hosting companies at all; they’re plugin platforms. That further tilts the comparison.
When you remove the outliers and look at real competitors, the story changes.
A Fairer Comparison Paints a New Picture
When you compare actual managed WordPress hosting companies, WP Engine doesn’t stand out nearly as much as Automattic’s chart suggests.
Here’s what a more even match looks like, based on how often each company’s top “Managed WordPress Hosting” page uses the word “WordPress”:
- Rocket.net: 21 times
- WP Engine: 27 times
- Kinsta: 55 times
WP Engine sits right in the middle. Not the lowest, not the highest. And that’s not counting WordPress.com’s own hosting page, which uses the word 62 times, more than double WP Engine’s count.
If repetition truly manipulated Google’s algorithm, Automattic’s own site would be an even bigger offender.
More Competitors, Same Result
To see if the pattern held up, a few more managed WordPress hosts were added to the mix: WPX Hosting, Flywheel, InstaWP, Pressable, and Pagely.
The range ran from 9 to 28 mentions. Again, WP Engine’s 27 was right near the upper middle, nowhere near the excessive repetition Automattic described.
Even when compared with general hosting companies (the kind Automattic included in its graph), WP Engine’s count looks modest. InMotion Hosting, for instance, uses “WordPress” 101 times on its top page. GreenGeeks clocks in at 97.
In comparison, WP Engine’s 27 looks restrained.
The irony is that WordPress.com’s own page tops many of them, with 62 uses of the term.
The Real Issue Behind the SEO Argument
It’s worth noting that the heart of Automattic’s lawsuit isn’t just about SEO; it’s about trademark control.
The company argues that WP Engine’s use of the “WordPress” and “WooCommerce” names causes brand confusion, leading people to believe WP Engine is officially connected to Automattic.
But by leaning so heavily on flawed SEO reasoning, Automattic may have weakened its own position. The argument depends on a claim that simply doesn’t reflect how search works anymore.
To anyone familiar with search ranking, the claim that Google still counts keyword frequency sounds frozen in time.
The algorithms have moved far beyond that. They use language models to interpret meaning and match intent, not to reward word repetition.
If anything, keyword stuffing now hurts more than it helps.
Why This Matters Beyond the Courtroom
Automattic’s legal claim could have ripple effects across the hosting and WordPress ecosystem. Thousands of businesses depend on the open-source software but operate independently from Automattic.
If a court accepts the logic behind this claim that using “WordPress” too often could imply bad faith, it could limit how companies describe their own products and services.
On the other hand, if the case highlights the outdated SEO assumptions driving Automattic’s argument, it might nudge more businesses to question old myths about how Google works.
Either way, the dispute shines a light on a surprising fact: even major tech companies can misunderstand the very systems that power their online presence.
What Businesses Can Learn from This
The back-and-forth between Automattic and WP Engine is a reminder of how easy it is for companies to hold on to outdated marketing ideas long after the rules have changed.
Here are a few lessons worth keeping in mind:
- Don’t chase myths. More keywords don’t mean better rankings. Google understands intent, not repetition.
- Be transparent. If you reference a brand name like WordPress, make sure it’s clear how you’re affiliated or not.
- Focus on relevance. High-quality, well-organized content always outperforms keyword-heavy fluff.
- Check your facts. Even large companies can base decisions on outdated ideas. Keep your SEO knowledge current.
- Avoid overreacting. Using a brand name fairly and descriptively is often fine unless it’s used in a way that misleads customers.
The Bottom Line
Automattic’s claim that WP Engine gamed Google by repeating “WordPress” might grab headlines, but it’s built on shaky ground. Modern SEO doesn’t work that way, and Automattic’s own website disproves its argument.
If this part of the lawsuit holds any weight, it won’t be because of SEO science; it’ll be because of trademark law.
However, the case has sparked an intriguing discussion: even in 2025, some of the largest online brands continue to grapple with issues from the early days of search.
Zulekha
AuthorZulekha is an emerging leader in the content marketing industry from India. She began her career in 2019 as a freelancer and, with over five years of experience, has made a significant impact in content writing. Recognized for her innovative approaches, deep knowledge of SEO, and exceptional storytelling skills, she continues to set new standards in the field. Her keen interest in news and current events, which started during an internship with The New Indian Express, further enriches her content. As an author and continuous learner, she has transformed numerous websites and digital marketing companies with customized content writing and marketing strategies.