SEO Tools and Resources

With customers now discovering content across traditional search engines, LLMs, social media, and beyond, the need for an integrated, omnichannel strategy is more important than ever. Relying on isolated channel strategies no longer works. Customers engage with brands across multiple touchpoints before making decisions, and they expect seamless, personalized experiences. An effective omnichannel approach aligns all marketing efforts – ensuring consistency, maximizing visibility, and driving meaningful interactions. As omnichannel marketing continues to evolve, integrating SEO across all channels is essential for sustained growth. This article explore…

SEO is essential for improving a website’s visibility on search engines like Google, both globally and locally. However, a one-size-fits-all approach won’t effectively attract customers in specific regions. To stand out in a particular geographic area, you must implement localized SEO strategies tailored to local search behavior, competition, and cultural preferences. This article explores key actions to enhance your website’s visibility within a specific region. From global to local strategies: Understanding your potential local market To increase visibility in a specific region, start with market research to understand your potential users in the are…

Google announced plans to update how Google Tag Manager (GTM) interacts with Google Ads to streamline data collection and improve tracking reliability. This change is scheduled for April 10. Key changes: Google tag loads first. GTM containers with Google Ads and Floodlight tags will automatically load a Google tag before firing events. Easier feature access. Users can turn on Enhanced Conversions, Cross-domain tracking, and Autoevents directly from Google tag settings. Smoother data collection. If Customer Data Terms of Service are accepted, User Provided Data collection will be enabled automatically across events. Why we care. This update aims to en…

Google is rolling out performance upgrades for Display & Video 360’s connected TV (CTV) ad solutions, enhancing audience targeting, measurement, and campaign insights. Key upgrades: Enhanced audience targeting. Marketers can now reach households based on demographics, shared interests, or purchase intent. Improved measurement. New conversion tracking capabilities in Display & Video 360 and Campaign Manager 360 will help advertisers connect CTV ads to household purchasing behavior. Household-level insights. Reach metrics will now include household-level data alongside existing people-based reach, improving comparisons between CTV and traditional TV. …

Google released a new help page detailing Asset testing for retailers, a specialized experiment type for Performance Max campaigns that lets you measure the effectiveness of your creative assets. What’s new. The new experimental feature tests asset impact within a single PMax campaign: A control group (feed-only) is compared against a treatment group (with added assets). The results are viewable in the Experiment report. Split testing without duplicate campaigns. Unlike traditional A/B testing that requires running parallel campaigns, this new feature splits traffic within a single Performance Max campaign: Control group: Shows product feed-only ads. …

From automating review responses to suppressing negative search results, AI is making online reputation management (ORM) faster, smarter, and more effective. But while AI offers powerful tools, businesses must use them strategically to maintain authenticity and trust. Here’s how AI is reshaping ORM – and what brands need to do to keep up. Online reputation management in the age of AI In today’s digital-first world, a brand’s online reputation is more than just a reflection of its customer service. It’s a key driver of success or failure. A single negative news story, an influx of bad reviews, or even an outdated piece of content ranking high on Googl…

Google’s AI Overviews and large language models (LLMs) have severely eroded clicks, click-through rates, and organic traffic to websites. But a new Siege Media report may have found a silver lining: even if your sitewide traffic is down, your homepage may be increasing. By the numbers. For the websites examined in this study, homepage clicks increased: Overall: 10.7% B2C: 8% B2B: 15% Why we care. As the report put it: “The sky isn’t falling. It’s shifting.” Because homepage traffic tends to convert better, brands with strong visibility in AI Overviews and LLM-generated results can reap the rewards. Yes, but. Not all brands win. If your website isn’t…

Google Ads costs surged across nearly every industry in 2025, with 87% of sectors seeing higher cost-per-click rates. But the pain is being offset by significantly better conversion rates — 65% of industries are turning more clicks into actual customers. That’s according to a LocalIQ analysis of 16,446 campaigns. Overall 2025 benchmarks: Average cost per click: $5.26 (up 12.88% YoY) Average click-through rate: 6.66% (up 3.74% YoY) Average conversion rate: 7.52% (up 6.84% YoY) Average cost per lead: $70.11 (up 5.13% YoY) Big winners and losers: 87% of industries saw cost-per-click increases 65% of industries improved conversion rates Be…

Google’s web crawlers have come a long way in recent years in their ability to fetch and execute JavaScript. However, JavaScript integration remains tricky when setting up the front end of a web app. It requires extra network calls and processing time to load content, which increases browser CPU usage and page load times. A web app that relies entirely on client-side JavaScript can still exceed the capacity of Google’s Web Rendering Service (WRS), making it difficult for Googlebot to crawl and index content. JavaScript is still the backbone of the web – the only language that can run natively in the browser. At the same time, the rise of large langu…

Microsoft Advertising will require advertisers to provide explicit user consent signals starting May 5. First communicated to advertisers a few weeks ago, this change ensures compliance with global privacy regulations while maintaining the ability to gather insights that optimize ad performance. Why we care. As data privacy concerns grow, businesses face increasing pressure to protect personal information. Microsoft’s enforcement of Consent Mode offers a way to balance privacy with performance, reinforcing trust while meeting regulatory requirements. What is Consent Mode? Consent Mode is a feature from Microsoft Advertising that respects user privacy preferen…

For the first time, ads are appearing directly within Google’s AI Overviews on desktop search, marking a major expansion of monetization within generative search experiences. Driving the news. The Shopping ads, which appear within AI Overviews, Google’s AI-generated summaries that appear at the top of certain search results, were spotted and shared by independent SEO consultant Brodie Clark on LinkedIn. Hours earlier, Google announced ads would begin rolling out in both AI Overview and AI Mode. Why we care. This shift, confirmed at Google Marketing Live 2025, signals Google’s intent to fully integrate paid placements into its evolving AI search experienc…

If you want the lowdown on Google’s I/O hoedown, look no further than… 2013. Or maybe 2014. 2016 works too. Honestly, take your pick because it barely matters. Most of the coverage I’ve seen this year reads like AI-generated summaries written by folks with more letters after their names than a prescription bottle. Bless their hearts. But remember—Google’s founders didn’t show up with alphabet soup credentials. They showed up to solve a problem. A big, fascinating one that demanded thinking, tinkering, troubleshooting, and a lot of stops and starts. It wasn’t about polish; it was about the ridiculous drive to solve a problem. And have your own personal 767, but l…

The U.S. Department of Justice and a coalition of states unveiled their proposed remedies today aimed at dismantling Google’s illegal monopoly in search and search advertising. These include breaking off Chrome and banning default search payments. The remedies. They break down into five categories meant to enable and increase competition: Distribution remedies. This would mean ending payments that “freeze the ecosystem in place,” including Google’s multi-billion-dollar payments to Apple and Android device makers. Chrome divestiture. This would separate Chrome from Google – organizationally and financially. Chrome accounts for 35% of all Google search queries …

Two new studies agree: Google’s AI Overviews steal clicks from organic search results. While Google told us that AI Overviews citations result in higher-quality clicks, the introduction of AI Overviews correlates with a measurable decline in organic visibility and clicks, particularly for top-ranking, non-branded keywords. That’s according to two new data studies from SEO tool provider Ahrefs and performance agency Amsive. By the numbers. Here’s how AI Overviews have decreased click-through rate (CTR) for traditional organic listings, according to the two studies: Ahrefs: A 34.5% drop in position 1 CTR when AI Overviews were present, based on an analysis of…

Generative AI (GenAI) has undeniably transformed the marketing function, from automated customer interactions to content creation. But while everyone has been focused on chatbots and creating new blog posts, a quiet revolution has been brewing in Digital Asset Management (DAM). It began with addressing long-standing challenges related to asset findability and reuse but today we are seeing a number of exciting new, high-value use cases that will take us well beyond asset tagging and unlock the true creative potential of your DAM solution. Asset tagging and retrieval One of the core tenants of DAM is asset reuse. Why invest time, resource and cost in reproducing an a…

Advances in AI search are opening a new chapter, with consumers exploring Google alternatives. ChatGPT has hit a new milestone of 300 million weekly active users. Perplexity has grown to serve 100 million queries per week. Google’s global market share trended below 90% for the first time since 2015. The rapid rise of AI search platforms brings significant opportunities and growing challenges. On one hand, brands can boost visibility and drive demand like never before. On the other hand, they face new hurdles, such as copyright concerns, increasing infrastructure costs, and the ongoing challenge of measuring ROI. Despite shifts in search interf…

Is your landing page converting better—or worse—than your competitors’? If you’re not sure, now’s the time to find out. Unbounce’s new Conversion Benchmark Report provides a clear, data-backed look at how landing pages are performing across industries. The report includes median conversion rates by sector, giving marketers a useful baseline to assess their own performance. The report also offers helpful guidance for interpreting your own results—whether you’re outperforming the median or identifying areas for optimization. It reminds marketers that conversion rate is just one piece of the puzzle: lower conversion rates might still represent high-value leads, and e…

Google Analytics is enhancing its reporting capabilities with three new features designed to help users better understand their data and identify potential tracking issues. Percentage values are now included in all detailed reports, new notifications flag missing session_start events and system alerts also highlight high rates of “(not set)” values. Percentages now standard in reports. Google has added percentage values to each row across all detailed reports in both the “Reports” and “Ads” modules. The new percentage columns allow analysts to immediately see which traffic sources, pages, or campaigns are driving the most significant portions of their results…

For the last three years, Google has been focusing on person entities. That just changed. Corporate entity knowledge panels recently received an upgrade with knowledge panel cards. These dominate the brand SERP because they appear right at the top, take up significant SERP real estate, and are colorful and highly visual. If your company doesn’t have these – or worse, don’t have a knowledge panel at all – you’re missing out on impressing your bottom-of-the-funnel audience with Google’s very visible stamp of approval on your brand SERP. Common knowledge panel elements for a corporation Google’s corporate knowledge panels include a variety of elements des…

AI search platforms like ChatGPT, Perplexity, Gemini, and Google’s AI Overviews are reshaping how people discover information. Digital marketing agencies feel the impact firsthand and must adapt quickly. They need to keep their services relevant, their processes outcome-driven, and their results easy to prove. This article explores how 10 agencies have updated their strategies, services, and client relationships to win in the AI search era. What AI search changes for digital marketing agencies Semrush predicted that AI search will surpass organic traffic in 2028. It’s easy to see why. A growing number of people now start their searches with AI inste…

If you manage both SEO and PPC, striking the right balance is key to maximizing efficiency and ROI. When paid search campaigns compete with high-performing organic listings, brands end up spending more while gaining little additional traffic. Keyword cannibalization dilutes search performance, inflates costs, and reduces overall marketing effectiveness. This guide will help you recognize the warning signs of PPC cannibalization, test its impact, and implement strategies to ensure both channels work together for optimal results. Signs your PPC campaigns are cannibalizing your SEO rankings Declining organic click-through rates If your organic ranking…

Google is directing its quality raters to flag pages with auto or AI-generated main content – and rate them as lowest quality, according to Google’s Senior Search Analyst and Search Relations team lead John Mueller, speaking at Search Central Live in Madrid. This was shared by Aleyda Solis today on LinkedIn: This change was part of the January 2025 update of the Search Quality Rater Guidelines. In case you missed anything else from that update, here’s a recap of the most significant changes from the latest version. 1. Google introduces a new definition: Generative AI With its latest Search Quality Rater Guidelines update, Google added a definition and f…

When it comes to keyword research, SEO professionals often rely on expensive tools to find the right keywords. However, Google Search Console (GSC) provides a completely free way to access insights straight from Google itself. GSC is a powerful and often underused tool that shows exactly what is working on a site and where improvements can be made. Unlike other keyword research tools that provide generic suggestions and estimated data, GSC delivers real-life search data based on actual searches leading to a website. It can often uncover interesting insights. Here’s how to use GSC to find valuable keyword opportunities and improve rankings. Why use Goo…

Generative AI is changing how people search. The most effective SEO strategies aren’t just AI-enhanced – they’re AI-native. Many SEO teams are moving away from manual tasks and siloed tools toward intelligent, automated systems that learn from data and scale performance across every stage of the search journey. From content creation to site architecture and real-time monitoring, AI is now deeply embedded in many winning SEO strategies. Here are 10 cutting-edge ways to leverage AI for enterprise-level SEO success in 2025 – and stay ahead in a game that’s changing faster than ever. 1. Automating SEO tasks with AI agents AI in SEO is no longer just a…

Google has dropped its AI while browsing feature, formerly known as SGE while browsing. Google didn’t say why it removed the feature but posted a note in its help documentation that the feature is no longer. What is AI while browsing. Google originally wrote: “SGE while browsing was specifically designed to help people more deeply engage with long-form content from publishers and creators, and make it easier to find what you’re looking for while browsing the web. On some web pages you visit, you can tap to see an AI-generated list of the key points an article covers, with links that will take you straight to what you’re looking for directly on the page. We’ll als…