SEO Tools and Resources

This webinar explores a structured approach to managing marketing campaigns from start to finish, focusing on practical tools and techniques that drive efficiency and impact. Ideal for marketing campaign managers and project leads, the session covers best practices for planning, executing, and measuring campaigns, with an emphasis on collaboration. Join us on Thursday, March 13th for From Strategy to Execution: Managing Complex Marketing Campaigns, and learn how to integrate key tools and methodologies, while ensuring your campaigns run smoothly and deliver measurable results. Our speakers will cover: Strategic Planning & Goal Setting Building a Collaborat…

Online advertising platform Marin Software announced plans today to dissolve the company, subject to shareholder approval. Marin’s board of directors approved a formal Plan of Dissolution and Liquidation. The San Francisco-based software provider, founded 19 years ago (in April 2006), was once a leading search and social marketing platform. Why we care. Marin was one of the first companies to offer a cross-channel ad management platform to help advertisers optimize campaigns. However, Marin struggled in recent years with declining revenue and customer churn. In Q3 2024, Marin reduced its headcount by 26% to cut costs. What’s next. If shareholders vote in favor…

As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one requires understanding their differences. For instance, Google Analytics doesn’t capture LinkedIn lead gen forms, while multi-touch attribution (MTA) does. MTA, however, misses YouTube views and other upper-funnel initiatives MMM accounts for. This article breaks down the pros and cons of: Google Analytics (session-based) attribution. Advertising platform (click- and impression-based) attribution. Multi-touch attribution. Salesforce (CRM-base…

You can sell your products online in many marketplaces, and all these platforms benefit from SEO. From improving your photos to writing better product descriptions, on-page SEO is key if you want your product listings to rank in search. Table of contents What is marketplace SEO? On-page SEO for marketplaces Optimizing images Create great titles and meta descriptions Writing great product descriptions Using product specifications properly Implementing Schema markup Use Yoast SEO for Shopify Conclusion to marketplace SEO What is marketplace SEO? Marketplace SEO is about making a platform with many sellers — like Airbnb, Etsy, or Amazon — easy to find on s…

Are all Google Ads conversions created equal? Let’s say a $500 sale and a $50 sale both land in your lap: do you treat them the same? If not, you need to test Maximize Conversion Value, one of the four Smart Bidding strategies in Google Ads. We’re going to cover: What is Maximize Conversion Value bidding? What’s the difference between Maximize Conversion Value and Maximize Conversions? Should you use Maximize Conversion Value bidding? What’s the difference between Maximize Conversion Value and Target ROAS? Do you need a Target ROAS with Maximize Conversion Value? When can you use Maximize Conversion Value bidding? Tips for optimizing y…

To meet the web content crawlability and indexability needs of large language models, a new standards proposal for AI/LLMs by Australian technologist Jeremy Howard is here. His proposed llms.txt acts somewhat similarly to robots.txt and XML sitemaps protocols, in order to allow for a crawling and readability of entire websites, putting less of a resource strain on LLMs for crawling and discovering your website content. But it also offers an additional benefit – full content flattening – and this may be a good thing for brands and content creators. While many content creators are interested in the proposal’s potential merits, it also has detractors. But…

Mentorship is a powerful yet often overlooked tool in the SEO industry. Whether you’re an industry veteran or an up-and-coming specialist, the mentor-mentee relationship offers countless benefits that can accelerate growth, refine skills, and build a stronger professional network. In an industry where algorithms, strategies, and best practices constantly evolve, having guidance from someone with experience – or offering that guidance to others – can be a defining factor in career success. Some think mentorship only benefits the mentee. But after being a mentor a few months ago, I found that simply wasn’t the case. I learned as much from them as they did from …

Meta introduced a small but potentially powerful tweak to its Advantage+ Catalog campaigns: dynamic overlays. Advertisers can now add price, discount, and shipping labels directly onto product images – styled like stickers – to make promotions pop in the Facebook Feed. How it works. You’ve got four label options now: Current price. A strikethrough sale price. Percentage off. Free shipping. You can turn each on or off, style them how you want, or let Meta choose what performs best. Each overlay can be toggled on or off, and you can customize the look – or let Meta decide what to show based on performance signals. The big picture. It’…

Meta is rolling out ads on its Threads app, targeting a rapidly expanding social media platform with over 300 million monthly active users. This move transforms Threads from a pure social experience into a potential advertising powerhouse, allowing businesses to easily extend their existing Meta ad campaigns with minimal additional effort. Big picture. Advertisers can now add Threads to their campaign reach by simply checking a box in Ads Manager. Initially, the test will feature image ads appearing intermittently in users’ home feeds. Key details: Small-scale initial test with limited advertisers. Ads will appear between content in the home feed. T…

Meta’s text-based social platform is now monetizing its 300 million monthly active users Meta’s standalone app Threads is beginning a global rollout of advertisements within its feed starting Wednesday, expanding beyond the limited testing that began in January. What’s happening: Image-based ads will appear between content in users’ Threads feeds. All eligible advertisers will gain access to Meta’s inventory filler. Ad placement on Threads will be a default for new campaigns using Advantage+ or manual placements. Advertisers can opt out through manual placement settings. Why we care. The move signals Meta’s confidence in Threads’ growth and v…

Meta is expanding its AI-powered advertising tools to help businesses get better results from their campaigns, with early tests showing significant cost reductions and performance improvements. Details. Meta is rolling out these new features: A streamlined Advantage+ campaign setup that automatically applies AI optimizations to sales, app, and leads campaigns — removing the need for marketers to choose between manual or automated campaigns New Advantage+ leads campaigns specifically designed to help advertisers find high-quality leads more efficiently. Early tests show a 10% lower cost per qualified lead compared to campaigns without these AI features …

Meta is removing the Audience Types option from Advantage+ catalog ads that use the sales objective, pushing advertisers toward its AI-driven targeting tools. This change reflects Meta’s broader strategy of automating ad targeting, betting that its AI can better match products with potential buyers than manual audience selection. The big picture. While the change removes some manual controls, Meta’s automated targeting has been showing stronger performance metrics, according to their internal data, suggesting this could benefit advertisers despite the reduced direct control. Key details: Advantage+ catalog ads dynamically display products based on user be…

Remember when meta keywords were all the rage? Fast forward to 2025, and while search engines have evolved dramatically, meta tags remain crucial building blocks of your SEO foundation, just not the ones you might remember. You’re juggling countless priorities, so it’s tempting to view meta tags as “set it and forget it” HTML snippets. But here’s the truth: properly optimized meta tags are still conversion-driving assets that both search engines and potential customers use to understand your content. This guide cuts through the noise to spotlight the meta tags that actually move the needle – on rankings, click-through rates, and visibility. Before we …

Meta is encouraging advertisers to integrate Google Analytics with its ad platform, offering early access to ad system updates that have shown a boost in conversions. Details. Meta says setting up the connection takes just 5-10 minutes. Advertisers with a high-quality integration saw an additional 5% increase in conversions, according to internal Meta data. How it works: Advertisers must connect Google Analytics to their Meta ads account. Meta will roll out system updates first to those with established connections. Why we care. Advertisers who establish a strong connection between Meta and Google Analytics could see improved campaign performance, gain…

Microsoft is bringing more transparency to its search advertising with a new feature that explains ad placement decisions directly in Bing results. Details: The feature appears as a dropdown option next to ad URLs in Bing search results Currently shows varying levels of detail depending on the user or region How it works. When users click the dropdown arrow next to a search ad’s URL, they can access a dialog box that explains why that particular advertisement was selected for display. Barry Schwartz reports seeing only a generic “Learn how your ads are chosen” message on Search Engine Roundtable. Others, like Digital Marketer, Khushal Bherwani, report …

Microsoft Advertising will require advertisers to provide explicit user consent signals starting May 5. First communicated to advertisers a few weeks ago, this change ensures compliance with global privacy regulations while maintaining the ability to gather insights that optimize ad performance. Why we care. As data privacy concerns grow, businesses face increasing pressure to protect personal information. Microsoft’s enforcement of Consent Mode offers a way to balance privacy with performance, reinforcing trust while meeting regulatory requirements. What is Consent Mode? Consent Mode is a feature from Microsoft Advertising that respects user privacy preferen…

Microsoft is testing a new version of Bing named Copilot Search, where it uses Copilot AI to provide a different style of search results. It looks different from the main Bing Search, it looks different from Copilot and it looks different from the Bing generative search experience. More details. The folks over at Windows Latests reported, “Microsoft is testing a new feature on Bing called “AI Search,” which replaces blue links with AI-summarized answers. Sources tell me it’s part of Microsoft’s efforts to bridge the gap between “traditional search” and “Copilot answers” to take on ChatGPT. However, the company does not plan to make “AI search” the default search mode.…

Microsoft has confirmed it uses schema markup to help its LLMs (large language models) understand your content. There has been a debate around if AI models and LLMs use schema or structured data, and at least Microsoft has confirmed they do. Source. Fabrice Canel from Microsoft’s Bing confirmed this while on stage at SMX Munich the other day. David wrote, “Fabrice Canel confirms that schema markup helps Microsoft’s LLMs understand your content in his excellent SMX – Search Marketing Expo in Munich presentation.” David Mihm posted on LinkedIn these details, which later Fabrice Canel confirmed in the comments area. Fabrice added, “Gen AIs value fresh content in…

After a couple of months of testing, Microsoft has officially and formally announced the launch of Copilot Search in Bing. “Today we’re excited to introduce Copilot Search in Bing,” Microsoft announced on its Search blog. Microsoft explained Copilot Search in Bing as: “Copilot Search seamlessly blends the best of traditional and generative search together to help you find what you need – and meet you where you’re at in your discovery journey.” How to access it. You can access this new search experience: (1) Going to Bing.com and accessing it via the navigation bar. (2) Clicking on the suggested, related topics right under relevant answers in Bing. …

Microsoft Ads will soon roll out four major updates to Performance Max, significantly expanding your ability to target, measure, and optimize your campaigns. These updates will give advertisers more granular control over their automated campaigns while introducing LinkedIn’s professional targeting data — a unique advantage over competing platforms. What’s new. Here are the four new features: LinkedIn integration. Advertisers in six major markets (U.S., Canada, UK, Australia, France, and Germany) will be able to tap into LinkedIn’s professional targeting data, including company, industry, and job function signals. Reporting gets granular. Advertisers will b…

Microsoft is experimenting with a new Local business tag that appears on some sponsored listings in Bing search results. This tag could potentially give nearby advertisers an edge in capturing local customer attention. The big picture. Microsoft is simultaneously testing additional blue tags for other valuable attributes: Made in the USA highlighting domestic products. Deal flagging special offers. Free Shipping calling out no-cost delivery options. Why we care. These visual indicators could impact click-through rates by instantly communicating key differentiators to searchers. For local businesses, the Local business tag could improve visibility agains…

Microsoft Advertising is ramping up enforcement of its user consent policies for advertisers targeting users in the EEA, UK, and Switzerland. Starting May 5, all advertisers using Universal Event Tracking (UET) must provide an explicit consent signal to avoid disruptions in ad performance. What’s changing: Microsoft requires advertisers to ensure user consent before dropping Microsoft device identifiers (e.g., cookies) on user devices. New enforcement measures will be phased in, culminating in full implementation by the May deadline. Advertisers must send explicit consent signals via one of Microsoft’s approved methods to maintain compliance. Why we car…

Microsoft is ramping up its advertising efforts in Copilot, introducing new interactive ad formats and reporting improved ad relevance metrics. This is meant to enhance interactivity and personalization for users. The big picture. Copilot ads are now fully implemented in English, French, and German markets, with Spanish and Japanese coming soon. New ad formats. Microsoft is launching two ad formats designed specifically for Copilot: Microsoft Advertising Showroom ads: Immersive digital experience mimicking physical showrooms. Allows users to explore products and ask questions. Rich sponsored content complements organic experience. Future plans in…

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand which strategies drive results. This article tackles the key differences between each attribution method to help you determine which one best fits your business needs. The growing need for smarter marketing attribution With Google’s recent update to its open-source marketing mix model, Meridian, interest in marketing mix analysis and channel modeling has surged. While enterprise brands have long benefited from these insights, smaller businesses running m…

English-language keywords are becoming more competitive daily, making it harder to rank for popular terms – even with an unlimited budget. To maximize your efforts, consider alternatives like multilingual or international SEO. Before we dive in, let’s clarify the difference: Multilingual SEO involves multiple languages, regardless of the target country. For example, adapting a U.S. website into Spanish or Traditional Chinese for U.S. residents is multilingual but not international. International SEO targets different countries. A U.S. company expanding to Canada, the U.K., or Australia would be engaging in international SEO but not multilingual. This…