SEO Tools and Resources

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…

We rely on search engines to find information every day, but what if there was a better way? Instead of manually gathering details from multiple sources, AI agents can do the heavy lifting for you. They don’t just retrieve information. They analyze, organize, and personalize it in real time. This article explores: How AI agents help businesses create more personalized customer experiences. The key components and frameworks behind AI-powered agents. How multi-agent systems can collaborate to solve complex tasks. From information retrieval to intelligent problem-solving AI agents represent a fundamental shift in how we interact with AI. …

Join experts from OneTrust and Snowflake for an exclusive look into how modern organizations are integrating privacy and consent management into their data ecosystem. In this session, Snowflake and OneTrust will share real-world use cases and insights into how organizations are activating consent for marketing purposes, all while streamlining compliance at scale. Tune in on March 4 to learn about: The intersections between consent, privacy, and data governance How enterprise brands integrate privacy and consent management with Snowflake OneTrust’s new Native App for accelerating compliance workflows within Snowflake This session is perfect for marketers…

After 25 years of working in SEO, I’ve seen firsthand how traditional keyword research methods fail to keep up with Google’s advancements. In my SMX Next presentation, I challenged SEOs to go beyond outdated keyword methodologies and embrace an intent-driven approach. Here are six key insights from that session. 1. Traditional keyword research is failing us Traditional keyword research is no longer enough. We’ve relied on tools that provide data on competition, search volume, and relevance, but they don’t uncover the hidden context behind searches. For years, SEOs have prioritized high-volume, low-competition keywords, assuming this would drive r…

As marketers, we love to explore emerging strategies and trends to stay ahead of the curve. However, what’s relevant and effective is always changing, despite countless case studies and think-pieces predicting the next big trend. Content marketing, in particular, is highly susceptible to speculation and testing because it is fluid and heavily influenced by consumers’ behaviors and interests at any given moment. This makes it interesting, innovative and challenging. So, what are the predictions for content marketing in 2025? Let’s dive in. 1. Spark inspiration with ‘visionary’ content Robert Rose recently covered an emerging trend – visionary conten…

Google had this really visible bug over the past week, where the number of reviews shown on a Google Business Profile, was showing fewer reviews than it should have. In short, Google was not adding up the reviews accurately but no reviews were actually removed from the business listing. That being said, Google posted an update that it has resolved the bulk of the issues but there still may be some that are not fully restored yet. The remaining reviews count should be fixed within the coming days, Google said. What Google said. Victoria Kroll from Google posted an updated statement last night in the forums saying: Most affected profiles now display accurate …

Google has updated its Merchant listing structured data guidelines to add a new beta for member pricing priceType, aka validForMemberTier property. Google also clarified the active prices, sale prices, strikethrough prices with more examples and instructions. What Google said. Google added examples and instructions for using the priceType property and new beta validForMemberTier property to encode active prices, sale prices, strikethrough prices, and member prices in JSON-LD to the Merchant listing structured data guidelines, the search company announced. They did this to “make it easier for merchants to specify complex pricing through structured data and bring pa…

The concept of the funnel is so fundamental to digital marketing, it’s hard to imagine a world where it doesn’t serve as the go-to metaphor for lead generation and capture. There’s only one problem: it doesn’t fit with the way real humans engage with information on today’s internet. With access to more data than ever before—and tech to interpret that data for marketers looking to write the right content to drive organic traffic—we now know the better framework for marketers to embrace is the spiderweb. Sign up today to join Search Engine Land and Ryan Brock for this live event and learn how to shift your thinking around your organic content strategy to create the …

Google released comprehensive answers to the most frequent questions about Performance Max, based on feedback from webinars, advertiser roundtables, and account team interactions. The big picture. Performance Max has become a central piece of Google’s advertising ecosystem, but marketers have expressed concerns about its “black box” nature and effectiveness across different business goals. Why we care. As advertisers grapple with Google’s AI-powered Performance Max campaigns, the company addresses crucial questions about transparency, lead quality, and campaign optimization. Key concerns addressed: Channel-level reporting transparency Lead quality …

Google is capping Customer Match list durations at 540 days, a significant shift that could impact advertisers’ targeting strategies and campaign performance. By the numbers: New maximum duration: 540 days Implementation date: April 7, 2025 Affects: All Google Ads and Display & Video 360 platforms The big picture. The change aligns with growing privacy concerns and Customer Match best practices, forcing advertisers to maintain more current customer data. What’s happening. Google will automatically update existing Customer Match lists that have no expiration date or durations longer than 540 days to comply with the new maximum timeframe. Why …

Third-party tools have always been valuable in B2B PPC, but in 2025, they’re essential. With third-party cookies fading, cross-channel attribution still a mess, and competitors constantly pivoting, advertisers who rely only on platform-native tools are leaving massive optimization opportunities on the table. To stay ahead, you need the right external tools. This article breaks down five I recommend testing or doubling down on ASAP to level up your PPC strategy, including: My favorite CDP. My ace in the hole for non-browser tracking. My preferred competitive research tool. My choice for a multi-channel attribution tool. Google Ads Editor (includin…

Reddit reported its earnings last night, and while it underperformed in terms of user growth (thanks to Google), the earnings report seemed to highlight how much OpenAI is paying Reddit to license its content. As per Adweek, between Google and OpenAI, its AI licensing deal brings in about 10% of its revenue. 10% of its revenue is about $130 million. We know Google paid about $60 million to Reddit for its content deal, and the only other known company to have a deal with Reddit for its content is OpenAI. That leaves OpenAI paying $70 million to Reddit for its licensing deal. More details. I spotted this via Glenn Gabe who posted about this on X and wrote: Ro…

AI image generation is making it easier than ever to create high-quality visuals. Whether you’re working on blog posts, marketing materials, social media, or product design, these tools help you produce stunning images in seconds. But with so many options available, which AI image generators stand out in 2025? Let’s take a look at the best ones and what makes them worth using. 1. Adobe Firefly Pricing $4.99 a month (for 100 monthly generative credits). Free with Adobe Creative Cloud’s $59.99 package (for all 20+ apps). Adobe Firefly, part of Adobe’s Creative Cloud, helps professionals create stunning visuals from simple text prompts. I…

Every business needs an online presence. Building a business website could be one of your most important decisions. But after that decision comes another question: Which platform should you choose to build your business site on? This depends on what kind of website you need, your resources, and your expertise. Table of contents Define your website’s purpose Do you have technical expertise and resources? Types of website platforms Scalability, customization, and security Budget and cost considerations Additional considerations and support Deciding on the business site platform Now, choose a platform for your business website Define your website’s purpose B…

Google Ads rolled out a new Performance Max Usefulness Indicator, designed to help advertisers assess the incremental traffic impact of their search themes. The big picture: Performance Max campaigns already leverage AI to automate ad placements across Google’s properties. The new indicator evaluates whether added search themes generate new, incremental traffic or simply overlap with existing signals. This helps advertisers refine their strategies and allocate budgets more effectively. Why we care. The update, which we were told was coming in January, gives advertisers more visibility into how search themes contribute to campaign performance, allowing f…

SEO isn’t for everyone. Some people run from its complexity and constant change. But for others, it’s an obsession – an ever-evolving puzzle that keeps us hooked. With Valentine’s Day coming up, let’s explore seven reasons why SEO isn’t just about algorithms and rankings – it’s a passion that keeps digital marketers coming back for more. 1. SEO is always changing In my 14 years of running an agency, SEO has evolved from a relatively simple effort to rank on Google to a discipline that drives brands to strengthen their foundations. Those of us who have been in the industry long enough remember the turbulence of the Panda and Penguin updates – two…

Google Ad Manager and other ad services, including Campaign Manager 360 and Display & Video 360, are experiencing technical issues, causing disruptions for advertisers and publishers. What’s happening. Google Ad Manager. Users have reported error messages, high latency, and other unexpected behavior since 10:00 UTC on Feb. 12. Some hosted video creatives are stuck in “Transcoding in progress.” Campaign Manager 360 & Display & Video 360. Issues began earlier, at 06:00 UTC on Feb. 11, affecting advertisers using these platforms. Why we care. Google’s ad platforms are critical for digital advertising, and any downtime can impact campaign perfo…

Google Analytics now allows administrators and editors to customize report collections and groupings, making navigation more tailored to business needs as announced by Carly Boddy, Product Manager at Google Analytics. How it works. Creating a Collection: Admins and editors can create up to seven collections per property. Navigate to Library in the left-side menu. Click Create new collection and choose either a blank collection or a predefined template. Add a Collection Name and create up to five topics. Drag and drop Detail and Overview reports into the topics (each topic can hold up to 10 reports). Click Save and Publish to make the collection…

YouTube citations in Google AI Overviews grew 25.21% since Jan. 1 – and this surge was particularly seen in the healthcare industry, according to new data from enterprise SEO platform BrightEdge. Why we care. Even though Google’s lawyer said less than 1% of YouTube video views come from search, Google continues to give preference to videos from its YouTube platform – especially for visual demonstrations, step-by-step tutorials, and product comparisons. If you want to be visible in AI Overviews, you may want to align your YouTube and SEO strategies so your videos are cited in AI Overviews. By the numbers. Here is where YouTube’s presence in AI Overviews increas…

“Blocked by robots.txt.” “Indexed, though blocked by robots.txt.” These two responses from Google Search Console have divided SEO professionals since Google Search Console (GSC) error reports became a thing. It needs to be settled once and for all. Game on. What’s the difference between ‘Blocked by robots.txt’ vs. ‘Indexed, though blocked by robots.txt’? There is one major difference between “Blocked by robots.txt” and “Indexed, though blocked by robots.txt.” The indexing. “Blocked by robots.txt” means your URLs will not appear in Google search. “Indexed, though blocked by robots.txt” means your URLs are indexed and will appear in Google…

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 (or, you can scroll down to watch the video). Let’s explore Target CPA bidding, one of the four Smart Bidding strategies in Google Ads. If you’re looking to gain more control over your Google Ads campaign costs, Target CPA may be the right bidding solution for you. I’ll cover: What is Target CPA bidding? How does Target CPA bidding work? How to set up Target CPA bidding in your Google…

Google Search may now be faster when you use Chrome for Google Search. Google is leveraging Speculation Rules API to prefetch results, ultimately making the overall Google Search experience faster. “Google Search has been making use of the Speculation Rules API to improve navigation speed from the search results page to the result links and they’ve been using a few features of the API that may be of interest to other site owners,” Google wrote on the Chrome Developers blog. More details. Google will prefetch the first two search results to speed up the search experience. Google said it does this through using the requires configuration, to ensure prefetches use t…

Generative AI is transforming how people search for and consume information. Rather than sifting through traditional search results, users now get instant AI-generated answers – often sourced from multiple websites. For brands, instead of competing for a single featured snippet, you now have the chance to be included in AI-generated responses. The key? Creating interactive content that engages users and provides AI-friendly insights. This article explores why interactive content outperforms static content in AI-driven search and how brands can leverage it to increase search presence, engagement, and website traffic. What is interactive content? In…

Google Ads is rolling out mandatory brand guidelines. It requires you to officially document your business names and logos by March – or face automated changes to your ad campaigns. The big picture. The move represents Google’s latest effort to standardize brand presentation across its advertising platforms while giving businesses more control over their digital identity. Key details: Advertisers must update their brand guidelines before March. If no action is taken, Google will automatically select “top-performing” business names and logos based on campaign data. The change affects how brands appear across all Google’s ad platforms. Why we care. Cl…

In 2025, my LinkedIn feed became flooded with SEO thought leaders scrambling to define and stake their claim on the future of consumer search: generative engine optimization (GEO). Yet, most industry experts face a stark reality – few truly understand how to influence brand visibility in AI-driven search platforms and large language models (LLMs), let alone explain what this shift means for search marketing or how brands can capitalize on it. This article unpacks the rise of GEO, debunks common myths, and outlines what businesses must do to adapt before they fall behind. AI search and LLMs: A new era of information discovery AI-driven search platforms, lik…