SEO Tools and Resources

As ad dollars begin shifting toward ChatGPT, ad tech firms have started working to make that transition as seamless as possible. What’s happening. Adthena launched a new tool, AdBridge, designed to convert existing Google Ads campaigns into formats ready for ChatGPT advertising. The pitch is simple: don’t rebuild from scratch — repurpose what already works. The tool analyzes advertisers’ search campaigns to generate keyword lists, negative keywords, and competitive insights that can be directly applied to ChatGPT campaigns. It also surfaces which brands are showing up in specific auctions, how often they appear, and which prompts are triggering those placements — …

Microsoft teased new AI reporting features within Bing Webmaster Tools that enhance the AI performance reports and other reports around AI. The new features that were showcased include citation share, grounding query intent, GEO-focused recommendations. More details. Several shared screenshots of this presentation that was given by Krishna Madhavan from Microsoft at SEO Week today in New York City. Here are some of those slides: Bing Webmaster Tools just dropped some VERY COOL stuff at #SEOWeek 2026 Citation Share, Grounding Query Intent (15 pre-defined intents), and GEO-focused recommendations. The gap between Bing's transparency and Google's is getting harde…

If you’re reading this, you’re likely an SEO aficionado like me. I’m a seasoned SEO with 10+ years of agency experience. Being on the agency side gave me deep SEO expertise, exposure to top industry talent, and experience working with some of the world’s most well-known brands. I did a bit of everything on the agency side — from technical SEO to content marketing to new business. Working at an agency is nothing like working in-house. After a long run on the agency side, I moved in-house for the first time. Here are seven things I’ve learned since making the switch. 1. Owning performance changes how SEO is evaluated On the agency side, when performance d…

Paid search platforms are getting better at deciding who should see your ads, often without relying on the keywords you choose. As that shift accelerates, optimization is moving away from query-level control and toward signals like audience data, landing page context, and conversion behavior. Understanding that change is key to knowing what to actually optimize for now. When keywords gave us control and what comes next A decade ago, our world was defined by the illusion of control. Every decision we made was anchored in the keyword. Hypersegmentation and single keyword ad groups (SKAGs) ruled the land. If possible, we’d build a unique landing page for eve…

AI systems are getting better at generating Spanish. They’re not getting better at understanding Spanish markets. What we’re seeing instead is a consistent pattern: more than 20 Spanish-speaking countries collapsed into a single default. Spain becomes “standard.” Mexico becomes interchangeable. The rest get flattened into statistical averages. The failure modes are structural — dialect defaulting, format contamination, and regulatory hallucination — and they’re amplified in a generative search environment where one synthesized answer replaces 10 blue links. That distinction is now a visibility constraint. Generative systems resolve ambiguity. When your content…

Think about the last time you binged those true crime documentaries. The next time you opened your streaming app, the homepage likely shifted. Investigative series rose to the top. Maybe a notification alerted you when a new series dropped. Promotional emails highlighted only what you hadn’t watched. You didn’t see the data parsing or the decisioning behind it. You just looked forward to enjoying the next title. That’s the standard. According to the Adobe 2025 AI and digital trends report , 71% of consumers want personalized — or personally relevant — offers and information, and 78% expect seamless experiences across channels. Yet fewer than half of brands consistentl…

After bottoming out at 1.3% in December 2025, the click-through rate (CTR) on Google’s AI Overviews climbed to 2.4% in February 2026. That’s an 85% jump in two months, according to new data from Seer Interactive. What moves CTR. When an AI Overview appears, pages cited in it get more clicks than pages on that same results page that aren’t cited. But both still get fewer clicks than searches with no AI Overview: No AI Overview: ~3.3% CTR AI Overview with citation: ~2.1% CTR AI Overview without citation: ~0.9% CTR Where clicks are shifting. Searches without AI Overviews are getting more valuable. CTR on those queries increased from 2.8% in early 2025 …

Some advertisers say ad reviews are taking more than seven days — far beyond normal timelines. What’s happening. Matthew Skelton, a senior PPC specialist, has flagged a pattern many advertisers are now recognizing: Demand Gen campaigns stuck in “in review” status for days at a time. The delays are showing up across multiple accounts and industries, with no obvious policy violations or warnings to explain the holdup. Notably, the issue doesn’t appear to be affecting other campaign types. Search and Performance Max campaigns are still moving through review as expected, pointing to a problem specific to Demand Gen. Why we care. For advertisers using Demand Gen t…

About a year ago, I came out of a meeting with engineers about improving automations for content briefs. A few days later, someone on the analytics team — unrelated to those conversations — pinged me that they’d built a content brief generator using various data pipelines and APIs. That’s when I realized “getting people to use AI” isn’t the hard part. Implementation and integration are. Most SEO teams don’t struggle with access to tools; they struggle to prioritize efforts with outsized impact and align across the organization. One team is experimenting with prompts, another is auto-generating briefs, and a third is building dashboards no one asked for, ofte…

Take a look at your SEO to-do list. Most of it is probably the same rote, repetitive tasks. Turning everyday work into faster, easier outputs is easier than ever with AI. Besides obvious tasks like note-taking and team reminders, you can automate tasks such as content audits, page outlines, and keyword research. Start with simple strategies to save time on the repetitive work you do every day, then expand into using AI tools for automation. Always do a final check yourself, rather than trusting 100% of your work to LLMs, which rarely get things exactly right. Identify automation opportunities One simple way to decide what you can automate is to ask yourself…

There’s a common misconception that GEO is a technical problem. Just scroll through LinkedIn or X for 30 seconds, and you’ll find the next viral GEO hack. Like “create an AI info page” so LLMs can easily understand your brand. Maybe “create markdown versions of your content” to skyrocket AI visibility. Perhaps “get an automated Claude audit” that scans your robots.txt and automatically generates an llms.txt file for you. But most of these tactics have limited impact because they don’t address how LLMs actually decide which brands to recommend. GEO performance is shaped less by technical tweaks and more by how consistently your brand is positioned…

Google updated its spam report page for the second time in the past week or so, this time to say that if you include personally identifying information, the spam report will not be processed or used. This comes just a week after Google said that information would be used and passed along to the reported site. What changed. Google posted on its spam report page a new highlight box which says two points: (1) Don’t include personally identifying information in your spam report. (2) If you do include personally identifying information, then Google won’t process your submission. The text block reads: “Don’t include any personally identifying information i…

Whether you lead a scaling brand or an established global enterprise, you already know the frustration. You’re watching massive digital budgets yield diminishing returns, while agile disruptors consistently beat you to the punch. When you audit the citations within AI Overviews, ChatGPT responses, and Claude summaries, the reality is stark. Smaller, faster competitors are claiming more of the most lucrative, bottom-of-funnel commercial queries. It’s time to challenge the outdated assumption that legacy domain authority is enough to protect your pipeline. We’ve entered an era where operational agility often beats legacy brand equity. AI models demand rapid, mac…

OpenAI is beginning to show ads in ChatGPT to users who aren’t logged in — a move that could significantly increase available inventory as demand from advertisers grows. What’s happening. Early reports suggest ads are now appearing seamlessly within conversations for unauthenticated users, even though OpenAI hasn’t formally announced the change. The ads are integrated into chat responses rather than displayed as traditional banners. Why we care. By expanding ads to logged-out users, OpenAI increases available inventory, making it easier to spend budgets and reach more high-intent users. If this continues, ChatGPT could quickly become a more viable and competit…

Google says AI isn’t killing Search — it’s changing how people use it and making them search more often. AI Overviews help filter out low-value clicks while driving more total searches, Google’s VP of Search Liz Reid said in a new Bloomberg podcast interview. On AI killing clicks. Reid said AI mostly cuts “bounce” clicks — when users click a page, grab a quick fact, and leave. “So clearly people sometimes want to spend a couple of seconds, and other times they’ll spend a whole hour listening to things. And so one of the things we see with the shift with AI Overviews is that, you get more of this pronouncement with what’s your goal? “If all you were going to d…

Google is rolling out new Demand Gen updates in Google Ads, aimed at helping advertisers convert faster and capture more new customers across YouTube and beyond. What’s happening. Demand Gen is now integrated into Commerce Media Suite, allowing advertisers to tap into retailers’ first-party catalog and conversion data to reach high-intent shoppers across YouTube, Discover, and Gmail. At the same time, new view-through conversion (VTC) optimization lets campaigns prioritize conversions that happen after an ad is viewed — not just clicked — speeding up performance. Why we care. these updates should make Demand Gen more effective at turning views int…

Traditional SEO metrics haven’t been good. We don’t need more studies to see what’s happening, but the data confirms it. Organic traffic is declining for most SEO clients right now. Seer Interactive found that organic CTR dropped 61% for queries with AI Overviews. Executives are watching their dashboards trend downward, often for months at a time. Most consultants I talk to aren’t prepared for the conversations that come with it. I’m not talking about the diagnostic part. Most of us can figure out why traffic dropped. I mean, the part where you sit across from a CMO and have to explain what’s happening, why, and what you think the company should do about it. That’…

Google is quietly testing a new “App Labs” beta inside Google Ads, giving app advertisers early access to experimental campaign features before wider rollout. What’s new. A dedicated tab within the App advertising hub where advertisers can try limited-time experiments, provide feedback, and explore tools still in development. Why we care. Google is giving early access to experimental features in Google Ads before they roll out widely. That means a chance to test, learn, and optimize ahead of competitors. Those who adopt early can gain a performance edge and adapt faster as new tools become standard. Zoom in. Features in App Labs are not guaranteed to launc…

Google has introduced new capabilities within its new customer acquisition goals, including high-value customer bidding and retention targeting. Most Google Ads strategies still treat new customers as inherently more valuable. That assumption breaks down quickly. Not every new customer is worth acquiring, and not every existing customer is worth ignoring. Just because someone buys once doesn’t make them a customer for life. Likewise, some past buyers are far more likely to convert again than a net-new user. This is where Google’s high-value customer and retention bidding goals start to matter. How high-value customer bidding works in Google Ads Google u…

Google has confirmed a bug with the Google Search Console performance reports that specifically impacts “Job listing” and “Job details” search appearance filter. Starting April 16th Google had an issue logging this data. So Google is reporting zero clicks and impressions for these jobs reports. What Google said. Google wrote: “A logging error is preventing Search Console from reporting impressions and clicks for “Job listing” and “Job details” Search appearance types from April 16, 2026 onward. We’re working to resolve this issue. This issue affects data logging only.” Complaints. We first began noticing the complaints trickling in earlier this week, with…

Most enterprise SEO strategies die in slide decks. Beautiful presentations, airtight data, and solid recommendations, all collecting dust because nobody bought in. I’ve watched it happen at companies with eight-figure marketing budgets. I’ve also watched a single SEO insight convince a company to create an entirely new business unit and make a multimillion-dollar investment. The difference had nothing to do with the quality of the SEO work. I’ve spent 17 years finding out what it actually comes down to. Let me walk you through how to build an SEO strategy that gets the attention it deserves. The two ways enterprise SEO strategies fail Before I get into wha…

For a long time, we defined SEO success by rankings and traffic. If you reached the top of the search results and brought people to your site, you did your job. That approach worked when discovery was linear, and search engines were the primary gatekeepers. But modern search behavior does not stop at discovery. Users want clarity, reassurance, and confidence before they make decisions. With so many options to choose from, users want to understand what a product does, how it compares to alternatives, and whether it fits their needs. There is a shift in SEO, one that pushes closer to product thinking and long-term value creation. Search engines reward content and experi…

Search campaigns often see strong early gains — more visibility, traffic, and conversions. But that growth doesn’t last forever. At some point, performance stalls, whether it shows up as a plateau, volatility, or rising costs. That slowdown isn’t necessarily a failure. More often, it signals limits in demand, targeting, conversion, or execution — the challenge is figuring out which one. Search performance doesn’t stay linear, and once early wins are exhausted, quick gains become harder to find. When growth stalls, the instinct is to do more — launch campaigns, publish content, increase spend. But without understanding the constraint, that effort can miss the mark.…

Microsoft Advertising is rolling out a slate of updates aimed at making Performance Max campaigns easier to manage, measure, and migrate — especially for advertisers already using Google Ads. Driving the news. Microsoft now lets advertisers import Google PMax campaigns that use new customer acquisition (NCA) goals, a feature that has been generally available in Microsoft since early this year. The update is now live for all advertisers. That means marketers can more easily port over campaigns designed to prioritize first-time buyers without rebuilding them from scratch. What’s new. Microsoft says imported Google PMax campaigns with NCA goals will carry ove…

ChatGPT citations favor pages that rank well, match the query in their headings, and stay tightly focused, according to an AirOps study of 16,851 queries. The top retrieval result was cited 58% of the time, and pages that answered the main query more narrowly outperformed broader, more comprehensive guides. Why we care. This study clarifies how to earn ChatGPT citations: win retrieval, mirror the query in your headings, and answer one question extremely well. In this study, that mattered more than breadth. The findings. Retrieval rank was the strongest signal. Pages in the top search position were cited 58.4% of the time, versus 14.2% for pages in position 10. …