SEO Tools and Resources

As a Google Ads practitioner, you probably spend the bulk of your time optimizing Search, Shopping or Performance Max campaigns. That makes sense — the Google SERP is the foundation of Google Ads. But there is a big opportunity sitting right inside your Google Ads account that too many advertisers are ignoring. I’m going to go ahead and declare it: Demand Gen is the most underrated campaign type in Google Ads, and that has to end. If you’ve been hesitant to test Demand Gen, or if you tried it once and “it didn’t work,” let this be your sign to add it to your strategy in 2026. Demand Gen offers a fundamental shift in how we can use Google’s ecosystem to drive growt…

Google’s Danny Sullivan, the former Search Liaison, said not to create bite-sized chunks of your content because you think Google’s AI results and other LLMs like that type of content. He said, “we don’t want you to do that” and that he spoke with Google engineers about it and they said the same thing – don’t do it for LLMs. More details. Danny Sullivan said on the Search Off the Record podcast that was published yesterday: “One of the things I keep seeing over and over in some of the advice and guidance and people are trying to figure out what do we do with the LLMs or whatever, is that turn your content into bite-sized chunks, because LLMs like things that are …

Getting found in all the right places has always meant being early to the next major shift in search. Today, that shift is toward GEO, or generative engine optimization, and SEO redefined as search everywhere optimization. Both describe the growing need to optimize content for AI-driven discovery. If YouTube still sits in the “nice-to-have” category of your SEO strategy, you are quietly ceding visibility in both traditional rankings and Google AI Overviews to competitors. YouTube is now core search infrastructure YouTube can’t be relegated to “brand” or “social” anymore because the platform is now core search infrastructure. YouTube is the second…

Google Ads is constantly changing and evolving. With these changes come fresh mistakes PPC advertisers make in optimizing and managing their campaigns. This article breaks down the most common mistakes of 2026 so you can avoid repeating them this year. Mistake 1: Inconsistent conversion tracking setup Optimization decisions rely on conversion data. If your tracking is inconsistent, your entire account data becomes skewed. When conversions use different attribution methods, count types, and conversion windows, the data applies unevenly across your account, making it hard to judge the value of any click. In rare cases, you may override conversion trac…

The Google Ads API will no longer accept new adopters of session attributes or IP address data in conversion imports starting Feb. 2nd. Developers who already use these fields can continue for now, but Google is steering everyone toward the Data Manager API as the primary place to send complex conversion and user data. Zoom out. Google is consolidating richer data ingestion into the Data Manager API, positioning it as the long-term home for session-level attributes and IP-based signals. The Ads API is increasingly focused on core campaign and conversion workflows rather than handling complex data payloads. Why we care. This change can directly affect whether conve…

Google Search Advocate John Mueller responded to a Reddit user who asked whether SEO is still “enough,” or if marketers now need to think about generative engine optimization (GEO). Mueller’s answer was simple: labels matter less than reality. “If you have an online business that makes money from referred traffic, it’s definitely a good idea to consider the full picture, and prioritize accordingly.” AI isn’t going away. Mueller didn’t get into the name debate or confirm GEO as a new discipline, but he made it clear AI is here to stay: “What you call it doesn’t matter, but ‘AI’ is not going away.” So far, Google, has pushed back on the idea that AI op…

Google’s AI Overviews frequently surface affiliate content without sending traffic or clicks back to publishers. The good news for publishers is that affiliate businesses do not need to rely on Google alone. To kick off the new year, here are other sources of traffic and ways to diversify income while sticking to what you do and love. These are strategies I help partners with regularly. This article was inspired by a podcast conversation about whether this was the end of affiliate marketing. It isn’t. Affiliate marketing is more than Google, and it will continue to thrive. Skool and educational platforms Skool and similar platforms let you launch a…

Microsoft is beginning to roll out its first agentic experiences within Copilot, it’s AI answer engine. Copilot Checkout allows shoppers to make purchases directly within Copilot without redirecting to external sites. This is done directly in the Copilot chat experience. Plus, a new feature called Brand Agents is rolling out for Shopify sites, allowing merchants to have an AI chat experience trained on their own product catalog. Microsoft said the AI responses will have your brand’s voice and be “built for fast, scalable adoption.” Copilot Checkout. Copilot Checkout is beginning to roll out in the U.S. on Copilot.com. Copilot Checkout enables conversational purcha…

Fair warning: This article may make some people who’ve been hyping AI visibility tools uncomfortable. After 18 years in the search industry, however, my professional integrity doesn’t allow me to stay quiet. I have zero agenda here. Many of the misconceptions discussed below actually benefit me, both as the co-founder of an AI visibility tool and as someone who offers GEO services. Over the past few months, many claims have been shared as facts that simply aren’t accurate. Let’s clear things up. 1. AI search didn’t kill Google search Quite the opposite. It doesn’t matter how many news sites publish clickbait headlines for traffic, how many VCs hype…

Limited search volume doesn’t mean limited opportunity. Your entire target market might only search for your solution a few hundred times per month. High-volume advertisers can test 50 headline variations in a week, while you’re still waiting for your tenth conversion of the quarter. Most niche advertisers try to use the same strategies that work for high-volume accounts. That’s a mistake. Google’s automation needs data, and niche markets don’t generate enough searches to feed it. This mismatch either kills performance or prevents results altogether. This guide shows what actually works when search volume is low and conversion timelines stretch acros…

Google now adds Call Assets to Vehicle Ads so shoppers can call dealers right from the ad. Why we care. Vehicle Ads already attract high-intent buyers. Click-to-call removes friction at the exact moment they’re ready to speak with a dealer. The big picture. Automotive advertising is shifting toward immediacy. Buyers don’t want more forms. They want answers, availability, and a real person. Call-enabled Vehicle Ads shorten the path from search to conversation. Between the lines. Advertisers now carry more responsibility. When the ad becomes the point of conversion, call handling, staffing, and response quality directly shape performance. Dealers that treat …

Google launched a beta integration for Google Tag Gateway that lets advertisers deploy it through Google Cloud Platform (GCP) using a new one-click workflow inside Google Tag Manager and Google tag settings. What’s new. The GCP integration uses Google Cloud’s Global external Application Load Balancer to route tag traffic through an advertiser’s own first-party domain before sending it to Google. The goal is to streamline deployment while improving data signal quality and resilience against ad blockers and technologies like Apple’s Intelligent Tracking Prevention. Why we care. As browsers and platforms continue to limit third-party tracking, advertisers are loo…

Regulated industries have long faced heightened scrutiny in organic search. This is where “Your Money or Your Life” (YMYL) first took hold. AI Overviews and LLMs like ChatGPT have intensified that scrutiny, expanding both the audience and the consequences. Accuracy and credibility have always mattered for SEO success in regulated sectors, but in today’s AI-driven search environment, the bar is significantly higher. Experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) are not optional for regulated industries such as finance, healthcare, government, and education, which sit squarely within Google’s YMYL territory. In this new search lan…

Budgeting in paid search isn’t just about setting a daily number. It requires understanding how platforms pace spend, the exceptions to those rules, and what changes when budgets are adjusted mid-month. Most PPC advertisers change budgets during the month and want to know how it will affect performance. Enterprise advertisers add complexity, with fiscal cycles and promotional flights that rarely align with calendar months. The problem is that many advertisers assume platforms will simply spread spend evenly. When that doesn’t happen, campaigns overspend one week and underspend the next. Both outcomes are costly. Overspending erodes profita…

Consumers are increasingly using AI tools — not Google — as their first source of information. This is driven by frustration with traditional search and rising expectations that AI will play a much larger role this year, according to a new report from Eight Oh Two, an SEO and PPC marketing agency. Why we care. AI isn’t replacing search, but it’s reshaping where search begins, how people discover brands, and which options they consider. A hybrid journey is emerging: AI delivers the first answer, and traditional search confirms it. Brands now need consistency across both or risk losing credibility when users cross-check. As more consumers turn to AI, visibility, trust, …

For years, OpenAI set the pace of the generative AI revolution with ChatGPT. Their partnership with Microsoft seemed unbeatable, coupling innovation and enterprise distribution. However, the lead they once held is now in the balance. Faced with evidence that Google’s Gemini has not only caught up but surpassed capabilities in critical areas, OpenAI CEO Sam Altman made a dramatic decision by declaring an internal “code red.” Doing so paused all non-essential initiatives to focus exclusively on ChatGPT’s quality. The most significant casualty of this shift was OpenAI’s plan to introduce advertising into ChatGPT. It’s important to note that OpenAI’s ad…

The rules of search have changed. Marketing funnels aren’t meant to stall. You pour hours into creating content, refining workflows, optimizing landing pages, and protecting brand consistency. How can all that effort, content, and creativity go to waste? But your funnel feels it. The uncomfortable truth is that even the strongest funnel can’t save you if a large portion of your audience never sees your work. SEO is flatlining. AI-generated summaries are pushing your branded content aside. The metrics start to tell a story you don’t want to hear, one that makes it look like you don’t even have a marketing team. Even if you keep pace with endless de…

This first release of 2026 brings Site Kit by Google insights into your Yoast SEO Dashboard. After introducing the integration in phases throughout 2025, we are pleased to share that the rollout is now complete and available to all Yoast customers using WordPress. What you can see in your Yoast SEO Dashboard You can now view key performance data from Google Search Console and Google Analytics via Site Kit in your Yoast SEO Dashboard, without changing tools or tabs. These insights include search impressions, clicks, average click through rate, average position, and organic sessions, which are combined with your Yoast SEO and readability scores so you can better un…

Starting in March 2026, Google Merchant Center will enforce a new system for multi-channel products — items sold both online and in physical stores — requiring advertisers to use separate product IDs when those products differ by channel. What’s changing. Under the new approach, online product attributes will become the default. If a product’s in-store details differ, advertisers will need to create a second version with a distinct product ID and manage it independently in their feeds. What advertisers should do. Google has started emailing affected accounts, flagging products that need updates ahead of the March deadline. Retailers should review their product…

Google is updating its advertising policies to allow ads for Prediction Markets in the U.S. starting January 21st — but only for federally regulated entities. Who qualifies. Eligibility is limited to entities authorized by the Commodity Futures Trading Commission (CFTC) as Designated Contract Markets (DCMs) whose primary business is listing exchange-listed event contracts, or brokerages registered with the National Futures Association (NFA) that offer access to products listed by qualifying DCMs. Advertisers must also apply for Google certification to run ads in the U.S. Why we care. Prediction markets have long been restricted on Google Ads. This change opens a n…

The new year is here, which means it’s time to deliver your end-of-year (EOY) PPC report. But an EOY report isn’t just a longer version of your monthly performance check-in. It’s typically read by a different audience – often leadership teams who don’t see your regular reporting – and it needs to tell a different story. Done well, your year-end report sets the tone for 2026, earns buy-in for your strategy, and positions you as a strategic partner rather than just a campaign manager. Done poorly, it creates confusion and undermines confidence in your work. Here’s how to build an EOY PPC report that speaks to leadership and sets your work up for succes…

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…

Google introduced Creator Search, which allows advertisers to discover YouTube creators using keywords or channel handles, then narrow results by subscriber count, average views, location, and contact availability. The update significantly reduces the manual work involved in creator research and outreach. Alongside search, Google added a new Management section that centralizes creator communications. Advertisers can now see creator names, inquiry status, subjects, latest updates, and respond-by dates in one place, with direct email access built in. Why we care. As creator-led campaigns become more central to media strategies, advertisers need better tools to f…

The PPC landscape in 2025 shifted faster than ever, with updates arriving at a pace unmatched in the industry’s 20-year history. At SMX Next, a panel of industry experts broke down what’s working, what’s failing, and what advertisers should prepare for in 2026 and beyond. The state of PPC The panelists agreed that 2025 marked a major shift, especially in how quickly Google responded to advertiser feedback. Ameet Khabra, founder of Hop Skip Media, called the year “interesting” and said he was genuinely surprised by Google’s willingness to listen to advertisers, especially on channel reporting for Performance Max. “It was really cool to see the people wh…

Advertisers digging through Google Ads change history often lose time hopping between reports, campaigns, and ad groups. A new “Go to…” button cuts out those extra clicks — a small UI tweak that can save meaningful time during audits and troubleshooting. What’s new. Google has added a “Go to…” dropdown in the Change history report. Advertisers can now jump directly from a logged change to the relevant campaign or ad group. The feature is especially useful when reviewing bulk edits, script-driven changes, or updates made in Google Ads Editor. How it works: Select one or more changes in the Change history report. Use the “Go to…” dropdown to navigate str…