SEO Tools and Resources

Data isn’t just a report card. It’s your performance marketing roadmap. Following that roadmap means moving beyond Google Analytics 4’s default tools. If you rely only on built-in GA4 reports, you’re stuck juggling interfaces and struggling to tell a clear story to stakeholders. This is where Looker Studio becomes invaluable. It allows you to transform raw GA4 and advertising data into interactive dashboards that deliver decision-grade insights and drive real campaign improvements. Here’s how GA4 and Looker Studio work together for PPC reporting. We’ll compare their roles, highlight recent updates, and walk through specific use cases, from budget pacing visua…

If you head to Tools → Planning in Google Ads, chances are you’re clicking into Keyword Planner. Most advertisers stop there. But two other planners sit in the same menu — often overlooked — that can directly influence how you forecast budgets, model performance shifts, and scale campaigns. Performance Planner and Reach Planner offer deeper insight into how spend changes affect your key metrics across channels. Here’s a practical breakdown of how each tool works and when to use them to forecast growth more accurately. Why Performance Planner matters for scaling search and display Performance Planner helps you model how metrics could change if you adjust ad…

With Black Friday, Cyber Monday, and the holiday season fast approaching, you’re probably knee-deep in holiday account planning. Today, we’re zeroing in on a Google Ads feature that you can use all year ‘round, but may be particularly useful to you and your customers during the holidays: Promotion assets. What are promotion assets in Google Ads? Promotion assets (formerly known as promotion extensions) are an optional addition to your Search or Performance Max campaigns. They allow you to highlight special deals, sales, and discounts your business is currently running, alongside your standard ad headlines and descriptions. Promotion assets can show on Goo…

Many companies expand internationally by duplicating their U.S. website, translating the language, and keeping the same architecture, navigation, and content structure across markets. Then performance drops. International versions may convert at half the rate of the original site or struggle to gain traction altogether. The issue usually isn’t translation. It’s assuming users in different markets search, navigate, and evaluate information the same way. Using insights from Google SERPs and LLMs, here’s how to localize website architecture and navigation for international SEO. How to use Google to localize content Google’s SERP interface is localized for …

Google Gemini is an advanced, deeply integrated AI model that can help you reshape how you approach content creation, technical audits, reporting, and beyond. Gemini is built into Google Search and Google Workspace (including Docs and Sheets). It reflects Google’s evolving approach to understanding, ranking, and displaying information, especially in an AI-dominated search landscape. As zero-click searches become more common and traditional blue links get pushed further down the page, Gemini offers a powerful opportunity: real-time guidance from within the ecosystem you’re optimizing for. While tools like ChatGPT remain highly capable, Gemini’s integration…

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…

Do you have a website or maintain the website of the company you work for? Of course, to do this right, you need to keep a keen eye on the performance of your website. Google offers several tools to collect and analyze data from your website. You probably have heard of Google Analytics and Google Search Console before. These tools are free for everyone maintaining a website and can give you valuable insights about your website. Here, we’ll explain how to use Google Search Console for SEO! Table of contents Why use Google Search Console? Setting up an account Features in Google Search Console Google Search Console is essential Why use Google Search Console? …

For years, PPC advertisers have considered Performance Max (and Smart Shopping before it) to be a black box, even a black hole. While its powerful automation drives convincing results, the lack of transparency into channel performance has been a persistent frustration. Now, Google is beginning to provide some answers. The rollout of the new Channel Performance report marks a significant step toward the transparency advertisers have been demanding. This guide explains what the report is, highlights its strengths and weaknesses, and shows you how to use it. What is the Channel Performance report – and why is it a big deal? The Channel Performance r…

Headings structure your content for both readers and search engines. They help users scan a page, understand its content, and quickly locate the information they need. Search engines and AI systems use headings to interpret the topic and structure of your content. By using one clear H1, supported by well-written H2 and H3 headings, you can improve readability, accessibility, and SEO simultaneously. Table of contents What are headings? Why are headings important for SEO? Why are headings important for readers? How to use headings correctly How many H1 headings should you use? How to use H2 and H3 headings Common mistakes when using headings Headings and accessibility…

Welcome to our weekly Search Engine Land series – Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, I highlight a different Google Ads feature, and what you need to know to get the best results from it, all in a quick 3-minute read. Let’s explore a powerful tool that can help your Google Search ads stand out and improve your click-through rates: keyword insertion. This is the closest thing we have to a “hack” in Google Ads, so be sure you’re not missing out on this tactic! I’ll cover: What is keyword insertion? Why should you use keyword insertion? How to use keyword insertion Best practices for keyword insertion …

LinkedIn targeting in Microsoft Advertising exists to help brands message-map their best creative with the ideal audience. When approached thoughtfully, it allows you to apply professional understanding to intent‑driven inventory without breaking the bank. The key is knowing how the targeting methods work together across the various campaign types. What follows is a practical guide to using LinkedIn data inside Microsoft Advertising, including: LinkedIn in Search campaigns (includes Multimedia ads). Using LinkedIn insights to inform broader audience strategy. Performance Max targeting signals. Directional insights into audience reach and composi…

One of the major things we talk about with large language models (LLMs) is content creation at scale, and it’s easy for that to become a crutch. We’re all time poor and looking for ways to make our lives easier – so what if you could use tools like Claude and ChatGPT to frame your processes in a way that humanizes your website work and eases your day, rather than taking the creativity out of it? This article tackles how to: Analyze customer feedback and questions at scale. Automate getting detailed and unique information from subject matter experts. Analyze competitors. These are all tasks we could do manually, and sometimes still might, but they’r…

SEO is evolving faster than a fruit fly colony in a genetics lab – constantly adapting, mutating, and surprising even the experts. One day, long-form content reigns supreme; the next, AI-generated summaries are stealing the spotlight. Staying ahead requires smarter, data-driven insights. AI-powered tools like OpenAI’s Deep Research are reshaping how marketers approach content strategy, competitive analysis, and SERP optimization. Unlike traditional AI models that rely on pre-existing training data, Deep Research can pull real-time insights from external sources, making it a game-changer for SEO professionals. But how does it compare to standard ChatGPT, a…

Long sales cycles, low conversion volume, and multi-stage purchase journeys make measurement and attribution harder, creating real obstacles to campaign optimization. For B2Bs and brands selling high-ticket items, this is the reality. A campaign launched today may take weeks or even months to show revenue, retention, or lifetime value – delaying your ability to use those measurements to refine bidding and targeting. That’s where proxy metrics – also known as soft metrics, or micro-conversions – can come into play. Let’s dig into proxy metrics. What are proxy metrics? Proxy metrics are early indicators of future outcomes. They give you a way to …

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…

You’ve audited your client’s website and compiled performance data. You’ve identified what’s working, what can be improved, and your recommendations for future strategies. But how do you turn that data into a presentation that’s easy to explain and builds trust? Start with stories. Storytelling isn’t just for entertainment. It’s how people make sense of information. That’s what makes it so effective for data presentation. One of the simplest ways to structure that story is the three-act structure. It’s a familiar framework used everywhere, from Aristotle’s Poetics to Star Wars. What is the three-act structure? The three-act structure is a simple framework…

TikTok has moved well beyond its roots as a short-form video app. It now serves as a search destination where people turn for answers, ideas, and products. Creator Search Insights gives creators and brands a window into that behavior – highlighting trending queries, underserved topics, and real audience interests. And the data backs up this shift: two-thirds of U.S. consumers use at least one social network for search, nearly half use several, and four of the top seven search platforms – YouTube, Facebook, Instagram, and TikTok – are social. What TikTok’s Creator Search Insights can do for you TikTok’s Creator Search Insights tool gives creators visi…

Welcome to our weekly Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, I’m highlighting a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read. Today, we’re discussing Video View campaigns (VVC). I’ll break down what they are, how they work, and when to use them as part of your Google Ads strategy. I’ll cover: What are Video view campaigns in Google Ads? What is a view in Google Ads? How will your ads appear? Video view campaigns and Remarketing Audience targeting and Content targeting in Video view campaigns How to cr…

When you think of video advertising on YouTube, you probably think of ecommerce: Videos showing products. Influencers doing an unboxing. Other visuals of consumer products that lend themselves to the video format. Even Google’s own case studies for video emphasize consumer-focused themes. Just look at the analysis of the top 2025 video ads. See any B2B brands there? Me neither. It’s true that YouTube Ads perform very well for ecommerce advertising aimed at consumers. But YouTube can also help drive B2B leads. You might be scratching your head and saying, “But I’ve tried YouTube for B2B. It doesn’t convert.” And you would be right. YouTube…

With YouTube Shorts now reaching 2 billion monthly users and generating approximately 70 billion daily views, this rapidly growing format represents an untapped opportunity for many brands. When used effectively, Shorts unlock multiple benefits that other platforms can’t match: Faster channel growth. Higher engagement rates. New monetization streams. A massive established user base of over 122 million daily viewers. Powerful cross-promotion between short and long-form content. Plus, YouTube’s established reputation provides a level of stability that newer platforms like TikTok can’t guarantee. But despite all this potential, many marketers…

We all use LLMs daily. Most of us use them at work. Many of us use them heavily. People in tech — yes, you — use LLMs at twice the rate of the general population. Many of us spend more than a full day each week using them — yes, me. Even those of us who rely on LLMs regularly get frustrated when they don’t respond the way we want. Here’s how to communicate with LLMs when you’re vibe coding. The same lessons apply if you find yourself in drawn-out “conversations” with an LLM UI like ChatGPT while trying to get real work done. Choose your vibe-coding environment Vibe coding is building software with AI assistants. You describe what you want, the model …

The SEO industry is undergoing a profound transformation in 2025. As large language models (LLMs) increasingly power search experiences, success now depends on withstanding traditional algorithm fluctuations and strategically positioning brands within AI knowledge systems. This article explores key insights and practical implementation steps to navigate this evolving landscape. Withstanding algorithm updates in 2025 Traditional algorithm updates remain a reality, but our approach to handling them must evolve beyond reactive tactics. The typical SEO response to traffic fluctuations follows a familiar pattern: Identify the drop date. Cross-chec…

Hiring an SEO agency can be a game-changer for brands looking to outshine the competition in search results. That said, an SEO agency is only as good as its partnership with its clients. That’s when SEO’s true value can be realized. What this looks like practically is working together towards shared goals and keeping momentum high. Sometimes that’s easier said than done. Here’s what you can do to ensure you get the most from your SEO agency partnership. Because when you’re aligned, you make progress faster and, in turn, can better prove ROI. Align SEO with what moves the business Your company sets the business goals, and SEO’s job is to ge…

We know that most readers skim. We also know that search engines prefer clear and easy-to-understand content. Luckily, a good summary can help with both. A summary gives your reader the core ideas quickly, while also helping your chances of ranking your content. Learning how to write a summary helps you give your content the love it needs. Table of contents What is a summary? Why are summaries important? How to write an effective summary Dos and don’ts of writing summaries Examples of weak vs. strong summaries Summaries vs. intros, conclusions, titles, and meta descriptions Benefits and pitfalls of using AI for summaries Key takeaways A summary provides a c…

People nowadays are uninterested in cold and business-like pieces of content. They want something authentic. They want conversations with people. That’s partly why Reddit is grabbing top spots in the search results because people know they’ll be reading something authentic. Hence why it’s smart to create more conversational content. But how do you do that? Read this blog to find out! What is conversational content? Plain and simple, it’s writing like you’re talking with someone. Not to someone. You’re not lecturing. You’re having a conversation with your audience. Though I’d suggest that you leave out the ‘ums’ and ‘ahs’ and multiple uses of ‘like’ or other filler …