SEO Tools and Resources

For years, search campaigns have been an imperative part of one’s PPC strategy. However, the landscape is shifting and Google is increasingly prioritizing shopping within the user experience, changing how users interact with the SERPs and how we as advertisers approach strategy for ecommerce clients. With continued investment in AI-powered tools like Performance Max, which has absorbed much of what traditional search once offered, recent betas such as AI Max, and now Google testing a massive new carousel format for Shopping ads, the platform is clearly moving toward a Shopping-first ecosystem. As these changes roll out, traditional search ads are getting less…

Google Ads Liaison Ginny Marvin answered a slew of questions about the upcoming AI Max for Search Campaigns feature. Here are the key insights and revelations about this significant update to Google’s advertising platform from the interview, which was conducted by PPC specialist Julie Bacchini, founder of Neptune Moon. Rollout timeline and availability AI Max for Search Campaigns will begin rolling out globally at the end of May, with the complete rollout expected by early Q3. This optional suite of AI-powered features aims to enhance existing search campaigns rather than introduce an entirely new campaign type. Keyword strategy and keywordless target…

Google has rolled out a new feature for Google Business Profile verifications. When you verify using video verification, you can now preview that video before you submit the video for review. Google is calling this “Video Previews.” Video Previews. Video Previews give you the option to review the video you are about to submit to the Google Business Profile team. This will allow you to ensure that video includes all the necessary elements before you submit it to Google. Here is what it looks like: What Google said. Google’s Lisa Landsman wrote on LinkedIn, “Now, you can review your recordings before submitting, ensuring clarity and accuracy – saving yo…

Artificial intelligence is reshaping how marketing teams operate—but not through vague promises or futuristic scenarios. In 5 Ways Marketers Are Using AI to Increase Efficiency from Acoustic, marketers will find five tangible, proven ways AI is being applied to improve segmentation, enhance personalization, monitor performance, support content creation, and retarget audiences more effectively. This resource is designed for marketing professionals seeking to reduce manual workload, streamline campaign execution, and deliver more relevant, timely experiences—without compromising quality or oversight. Download the guide to explore how AI is being used to make everyda…

AI is changing the digital landscape as we know it. An industry that used to run on Google’s 10 blue links is now rapidly transitioning to digital experiences based on personalized prompts and direct answers from AI. Success is expanding beyond tracking rankings, keywords, and organic traffic. To drive future growth, brands need to prioritize visibility and authority across all search experiences and optimize to improve mentions and citations within AI responses. Which begs the question: How do brands measure and maximize their visibility in AI? Let’s dive in. What is AI visibility? AI visibility refers to how often and effectively your brand, products, or…

When Google launched the March 2025 core update last week, Google said there will be a series of improvements aimed to help “better surface relevant, satisfying content” from content creators “thoughtout this year.” But you should not expect all sites to fully recover by the end of the 2025 year, that simply won’t happen. What Google said. Danny Sullivan, the Google Search Liaison, in a conversation on X with Travel blogger, Nate Hank, explained that there is a caveat to the statement about surfacing those sites better in Google Search again. Sullivan wrote, “With the important caveat that this doesn’t mean all sites will go back up to wherever they were if they are …

Meta CEO Mark Zuckerberg made a bold claim about the future of advertising in a recent interview (emphasis mine): “You’re a business, you come to us, you tell us what your objective is, you connect to your bank account, you don’t need any creative, you don’t need any targeting demographic, you don’t need any measurement, except to be able to read the results that we spit out. I think that’s going to be huge, I think it is a redefinition of the category of advertising.” Zuckerberg paints an interesting future. But it’s not quite reality. Meta Ads’ AI isn’t replacing digital marketers anytime soon. Still, its best practices – from automation to targeting –…

In the world of Google Ads, profitability remains the ultimate goal, driving PPC advertisers to constantly refine bidding strategies. In recent years, value-based bidding (VBB) has helped businesses optimize for high-value actions. But the economic pressures of 2025 – marked by volatile markets and shrinking margins – demand a sharper focus: profit-based bidding (PBB). In a climate where every dollar counts, relying solely on conversion value may no longer be enough. Are your current strategies aligned with actual profit, or are you still optimizing for actions that don’t fully support your bottom line? While many advertisers embrace VBB, a crucial q…

Want to make your Google Ads bigger so they can stand out more to potential customers? Of course you do! One way to do this is by using optional assets (formerly known as extensions) with your campaigns. One of the most easy-to-use Google Ads assets is sitelinks. Let’s explore how sitelinks work and whether they’re the right choice for your campaigns. This article will cover: What are sitelinks in Google Ads? How are sitelinks different from ad headlines? How many sitelinks can you use? How to add sitelinks to your Google Ads campaigns How to assess sitelink performance in Google Ads Should you use sitelinks in Google Ads? What ar…

A few weeks ago, Google promised us the 24-hour data in the Search Performance report view would soon come to the Search Console API, with a way to go back 8 days. Well, today this API access is rolling out and Google is giving us 10 days, not 8 days. What Google said. Google posted on X just now saying, “Today, we’re adding support for hourly data to the Search Analytics API; we heard ecosystem requests to make this data more accessible, loud and clear. The API will return data for up to 10 days with an hourly breakdown.” Today, we’re adding support for hourly data to the Search Analytics API; we heard ecosystem requests to make this data more accessible, loud a…

For decades, the SEO world has been divided into two camps: black hat and white hat practitioners. These opposing forces have waged countless battles across digital forums and social media. But now, a new breed of SEO has emerged. One that’s mastered the art of attention-grabbing and self-promotion. Enter the “like hat.” SEO practitioners who trade in social currency rather than business outcomes. They’re not optimizing for search engines or users – they’re optimizing for likes. And it’s becoming one of the industry’s most pressing problems. The social media mirage Nowhere is the like hat trend more visible than on LinkedIn, which has be…

Google’s newly launched AI Mode in Search isn’t passing referral data. That means it’s impossible to know how many clicks you got from AI Mode in Google Search Console (GSC) or other analytics tools. Why we care. You have no way of knowing how much traffic you’re getting from AI Mode. Google continues to tell us its AI answers drive higher-quality clicks, without proof. We have no data to verify this. Frustratingly, Google continues to take away helpful data, making it impossible for us to make data-driven decisions. Driving the news: Tom Critchlow, EVP audience growth at Raptive, first raised the issue on LinkedIn. Testing from Patrick Stox, product advisor, tech…

Google just made it easier for merchants to manage messy product catalogs. Driving the news. Emmanuel Flossie shared on LinkedIn that Google is rolling out an AI-driven search feature in Google Merchant Center Next that simplifies how retailers find and filter their products. How it works. The new “Search for Products” tool uses AI to translate plain-English queries into powerful filters across your product data. Plain English filters. Merchants can now easily filter by entering plain English searches, which AI would translate to filter headings. So, for example, you could filter by: Manually added products. Out-of-stock items still getting traffic…

IndexNow, an indexing protocol spearheaded by Microsoft Bing’s search team, announced that IndexNow helps with real-time indexing and structured data support. This allows you keep you your products and shopping ads up to date within Bing and the search engines that use the IndexNow protocol. Plus, Microsoft announced that Amazon and Shopify both are using IndexNow for their platforms. Shopping and IndexNow. Microsoft wrote, “by implementing IndexNow with the schema below, you can skip the need for a separate merchant feed, streamlining how your updates get discovered.” This helps you keep your price update, product stock levels, or new product launches up-to-date…

The title tag is one of the most important SEO elements. It can have a great impact on your rankings. In my experience, optimizing title tags can give rankings a strong boost. There are many different ways to optimize a title tag. One is to make sure it fits within the 55- to 60-character limit (which I think is a bit outdated today). Other SEOs suggest it’s OK to have title tags up to 70 characters long (or longer). There are also concerns that having the title truncated in search results or rewritten by Google can negatively affect organic performance and click-through rate. This article explores the basis for such concerns, Google’s official state…

In December Google added 24-hour data to the Search Performance report in Google Search Console. Now, that data will soon be available in the Search Console API, and you get not just the past 24-hours of that 24-hour data, you can get the hourly data for the past 8 days. Announcement. This was announced by Daniel Waisberg, from the Google Search team, at the Google Search Central Live event in New York City just a minute ago. 24-hour data. When Google announced this originally, Google said this “view includes data from the last available 24 hours and will appear with a delay of only a few hours.” Google added: “The ’24 hours’ view includes hourly granula…

If you’re running video ads on YouTube, you know there are a lot of factors to consider. But one of the most crucial elements is often overlooked: where your ads actually show up. This article explores the different kinds of video ad placements in Google Ads, helping you distinguish between them and understand how each one impacts your campaign performance. I’ll cover: What are the 3 main types of YouTube video ad placements? In-Stream Ads: The familiar YouTube pre-Roll Shorts Ads: Vertical video in the feed In-Feed Ads: Discovery-driven placements How to measure success of in-stream, Shorts and in-feed ads How to choose your video ad pla…

Just like most other website owners, you want your website to attract customers. But how can you see who visits your website? And how can you use this knowledge to increase website traffic over time? Luckily, there are loads of tools that can help you. Let’s get you started with the right one for your website without the need to become a data expert! What is website traffic? The term website traffic refers to the number of internet users visiting your website. Traffic can arrive from wide-ranging sources, such as directly typing in your website address, through other websites that link to your site, organic traffic (meaning they come to your site from the search re…

Is there a spam problem in AI Overviews? Yes – and apparently it’s growing. Don’t believe me? Just ask Google and you’ll get the following response: Yes, there is a growing spam problem in Google AI Overviews. A recent LinkedIn post highlighted that AI Overviews are easily manipulated, regurgitating content verbatim or hallucinating incorrect information, and that spammers are exploiting this to promote low-quality content. How AI Overviews are being abused: Hallucination and Incorrect Information: AI Overviews often generate answers that are factually incorrect or hallucinate information, even when contradicting accurate data from Google Business Pr…

Most PPC marketers still default to static landing pages, whether it’s one catch-all page or a growing library of customized versions. You might already have dozens of static pages built for different campaigns, audiences, and offers. This is a proven approach: Create a page. Personalize it. Launch it. Optimize it. Repeat. The question isn’t whether to customize – it’s whether managing 60 static pages is more effective than running 12 dynamic ones that adapt in real time. Dynamic landing pages offer a different solution by adapting headlines, calls to action, visuals, and offers based on signals from the campaign itself. In theory, this…

For years, SEO professionals have obsessed over rankings. What position are we in? Did we move up or down? Can we get back to Position 1? But as AI-driven search continues to reshape how information is retrieved and delivered, we need to ask a different question: Are we relevant enough to be included at all? I still remember the first time I dropped from Position 1 to 7 for a major keyword – I literally sat on the floor and sobbed. Back then, rankings weren’t just about traffic – they were validation. If Google said you were the best, it was so. Everyone believed it. Holding that top spot meant everything. Losing it – even by a few places – fel…

A website redesign is essential for remaining competitive, but for multi-location businesses, the risks are much higher. Stripping away the local relevance that drives traffic to location pages can cause rankings and online visibility to plummet. Using localized content on location pages resulted in a 107% rankings lift, something businesses risk losing if a redesign hurts these pages. To mitigate the risk of fallen local rankings and to get the most from your website redesign, you need to maintain good multi-location local SEO and take key steps for a successful redesign. Prioritizing SEO during a location page redesign helps multi-location businesses stay co…

Even the most old-school PPC managers can’t deny it anymore: Performance Max is capable of amazing things. It does require a certain level of setup (like good-quality data inputs) and a different mindset than Search and Shopping, but it’s no longer the struggling tech we knew from the beta four years ago. Let me give you an example. Years ago, when working with retailers selling products from many different brands, you’d typically make a separate Shopping campaign for each one. Try that with Performance Max, and you’ll force it into doing something it’s not built for. And performance certainly won’t be at max. Consolidation is the name of the ga…

“Did our organic traffic just drop again – even though our rankings went up?” If that question has come up in your marketing meetings lately, you aren’t alone. AI is reshaping SEO, breaking the traditional link between rankings, clicks, and conversions. We’re all trying to redefine what “good” SEO performance looks like. When Google serves your answer directly in a featured snippet or AI Overview, is that a win – or a lost click? In 2025, measuring SEO success demands a new approach. AI-driven search may boost your content’s visibility, but it also shifts user behavior in ways that make legacy metrics unreliable, if not completely misleading. …