So this tool picks the title that gets more often clicked on. If they&#x27;d only use it for one article or section of their site, this section probably get an advantage compared to the rest. But they want to use it on all articles to get an advantage over the competitors.<p>I wonder if this actually improves absolute engagement, or whether it just improves engagement with each post relative to the others.<p>I fear they are optimizing the wrong variable. If they don&#x27;t take into account click counts for competitor&#x27;s web sites, then they will have a lot of &quot;optimized&quot; click-baity headlines. Those will always win in A-B tests against non-optimized WP headlines, but not necessarily against competitor&#x27;s articles, and especially it is not said that they will increase the total traffic to the WP.<p>In the worst case, every link will say &quot;Click here to receive your free prize!&quot;...