SEO Tools and Resources

Relying solely on Google for search visibility is no longer viable today. Search behavior is diversifying, particularly among younger demographics. Gen Z is increasingly turning to platforms like TikTok, Pinterest, and Reddit for information discovery. This shift highlights the need for brands to embrace a total search strategy – an approach that integrates multiple search and discovery channels to create a more holistic and resilient search presence. The risks of Google dependency Google’s algorithm changes frequently, and core updates can significantly impact website rankings overnight. Over-reliance on a single search engine makes brands vulner…

Alphabet/Google CEO Sundar Pichai testified today that the U.S. government’s proposed remedies could upend how the company handles search and how users experience the web. Why we care. A judge ruled that Google illegally maintained a monopoly in search. Now, the court is deciding how to fix it. If the court adopts the DOJ’s proposals, it could reshape the search landscape. What Pichai said. Today, Pichai called the data-sharing requirements “so far-reaching, so extraordinary” that it amounts to a “de facto divestiture” of Google Search itself. Also: Pichai argued that forcing Google to share search data compromises user privacy. “People search in their most v…

Inside most enterprise organizations, SEO isn’t just battling Google’s AI Overviews. It’s battling its own structural weaknesses that are bleeding SEO revenue drier than Google’s AI would have otherwise. Yes, traffic is down. Yes, the economy is squeezing budgets. But SEO revenue doesn’t have to be down this much. Across the companies I work with, one pattern is clear: Internal execution gaps are quietly amplifying losses beyond what external market shifts actually dictate. Even in 2025 – the era of declining clicks, AI Overviews, and tougher competition – companies are leaking more SEO performance than the market alone would force them to lose…

Could ChatGPT launch an advertising product within the next year? The answer seems to be yes, based on internal OpenAI documents. OpenAI appears to forecast a billion dollars in new revenue from “free user monetization” in 2026. That figure is forecast to grow to nearly $25 billion by 2029 of OpenAI’s total $125 billion projection. The chart. Here’s a chart (shared by Juan González Villa on X) of OpenAI’s projection of rising revenues that includes “new products (including free user monetization).” Yes, that means ads: Why we care. ChatGPT has an estimated 600 million monthly users. The ability for advertisers to reach ChatGPT’s users represents a signif…

Google today expanded its Checkout on Merchant feature to Demand Gen campaigns serving on YouTube In-stream inventory. Previously available only for Performance Max campaigns and organic shopping results, this update brings the streamlined checkout experience to more advertising channels. By the numbers. Advertisers providing checkout URLs have seen an average 11% increase in conversion value at similar CPA in their Demand Gen campaigns, according to Google data. How it works: Checkout on Merchant creates an accelerated path from product discovery to purchase. Users can quickly add products to cart or proceed to checkout on merchant websites. Merch…

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…

As we are approaching the halfway point in the year, you want to ensure your PPC campaigns are in the best shape possible going into peak season for many advertisers Whether you’re getting great results, struggling to perform, or somewhere in between, below is a checklist of 12 features to help set your campaigns up for success. 1. Align and reassess client objectives Campaign performance is only as good as its ultimate objective. Just because you see year-over-year (YoY) revenue growth or improved return on ad spend (ROAS) doesn’t mean you can get the party poppers out. What is the client’s priority objective? Has this changed? Is it still revenue growth…

Google is being criticized for sending emails to small business owners urging them to oppose California Assembly Bill 566, legislation that would strengthen consumer privacy protections in digital advertising. The outreach campaign, which asks recipients to sign a Connected Commerce Council letter opposing the bill, has prompted marketing professionals to publicly rebuke the tech giant’s tactics on LinkedIn. Why we care. The dispute highlights growing tensions between digital advertising platforms and privacy advocates as California lawmakers consider new regulations on data collection practices. AB 566 would require browsers and mobile operating systems to of…

Most advertisers spend hours managing keywords, bids, and targeting – but overlook the one thing searchers actually notice: the ad itself. If your ads aren’t strong, nothing else in your account can save you. Why ad copy is the heart of your PPC account When I look at how many Google and Microsoft Ads accounts are being managed, I see a lot of time devoted to: Search term management. Complex bid strategies. Keyword research. Inactionable data analysis. In many accounts, the ads are often neglected. However, your ads are the most crucial part of your PPC account. Your ads are the only aspect of your account that a searcher sees. …

Bad data = bad strategy. Duplicate conversions are one of the most overlooked – and most damaging – problems in conversion tracking. If your reporting inflates the number of conversions, your performance strategy is based on fiction. You’re not just getting the wrong numbers. You’re optimizing toward the wrong outcomes. This issue impacts everything: Bidding. Budget allocation. Long-term growth. This article breaks down: Why duplicate conversions happen. How to find them. Most importantly, how to eliminate them for good. The cost of inaccurate conversion data Paid search loves precision. Conversion data is your nor…

Google’s latest update to Performance Max (PMax) campaigns—featuring Channel Reporting, Asset Reporting, and Search Term Reports—has triggered a wide range of responses from marketers. From cautious optimism to pointed critiques, advertisers are weighing in on how these long-awaited features may reshape their campaign strategies. Deeper insight arrives – finally Optmyzr Brand Evangelist Navah Hopkins celebrated the newfound visibility: “Google just announced some really important updates to PMax and I think it’s important we talk about just what they mean for us as we continue to market in the AI world. Google is FINALLY giving transparency into where budget i…

Google Discover started rolling out on desktop to the Google homepage in New Zealand and Australia. And we’re getting our first look at it. We learned Google Discover is coming to desktop last month. Perhaps this will be among Google’s announcements at I/O, which takes place May 20-21? What it looks like. Here’s a screenshot of Google Discover from New Zealand that I am able to see: Why we care. This is potentially good news for publishers – especially those that have lost traffic due to AI Overviews and generative AI in the last year. Publishers that get their content into Discover can get massive amounts of traffic. The links. These were shared by Da…

In 2025, managing paid search isn’t just about adjusting bids or split testing ad copy. It’s about navigating a complex, data-rich environment where performance depends heavily on the supporting tools you use. Today, PPC professionals are expected to handle cross-channel attribution, rapidly test creative, track micro-conversions, and make sense of fragmented reporting dashboards. With Google constantly rolling out changes – like Performance Max, Consent Mode v2, and new AI-generated ad formats – staying ahead means building the right tool stack. These 10 tools give you the edge to move faster, think smarter, and drive better results. 1. Google Ads Ed…

Even the best content is useless if it can’t be found or reused. And for too many marketing teams, Digital Asset Management (DAM) systems have become more burden than benefit — bogged down by manual tagging, inconsistent metadata, and time-consuming workflows. In Unlock Your DAM: Fuel Your Creative Process with Generative AI, we’ll show how marketers are integrating Generative AI into DAM systems to break through these barriers — streamlining asset discovery, automating tagging, and enabling faster ideation. You’ll learn how forward-looking teams are reducing repetitive work while surfacing the right content at the right time. What You’ll Learn How GenAI can g…

Negative reviews are more visible than ever. They can shape how thousands of potential customers see your brand. Responding to that kind of feedback has traditionally been a manual, time-consuming task, requiring emotional nuance and a strong grasp of brand voice. Now, artificial intelligence (AI) is changing that. With smarter tools and more human-like language capabilities, brands can respond faster, more consistently, and with greater empathy. This article tackles how AI is transforming the way businesses handle negative reviews, focusing on three key areas: Empathy. Brand alignment. Scalability. The rise of AI in online reputation man…

Google Ads is upgrading Performance Max campaigns with new reporting tools that offer deeper visibility into channel performance, search terms, and creative assets. What’s new. Three new insight reports are coming soon: Channel-level reporting: This will give detailed breakdowns of how each Google platform (including Search, YouTube, Display, Discover, Gmail, Maps, and partners) contributes to campaign success. (Tests were spotted last month.) Full search terms reporting. This addition offers the same keyword-level visibility in Search and Shopping campaigns. Asset reporting. This expansion will include impressions, clicks, and cost data, so you can…

Consumers are redefining what loyalty looks like. Values like sustainability, authenticity, and transparency are driving decisions — and personalization is no longer a nice-to-have, it’s expected. Whether you’re shaping in-house campaigns or developing strategies for clients, this new white paper, Beyond the Purchase: The Future of Consumer Behavior in 2025, breaks down the trends that matter most for marketers right now. Inside, you’ll discover: How values-based marketing is reshaping customer expectations Where immersive experiences like AR, VR, and live streaming fit in Why hyper-personalization and real-time engagement are key to conversion How t…

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 …

Four new AI-powered updates aimed at supercharging how brands create content, capture attention, and convert clicks to customers, all through smarter automation and immersive visuals, were unveiled at Google Marketing Live 2025. 1. Next-gen creatives: Lights, camera, Veo Google is upgrading its creative suite with cinematic AI tools: Image-to-video transformation, now powered by the company’s Veo model (recently demoed at I/O), lets advertisers convert still product shots into motion-driven visuals. It’s live in Merchant Center and coming soon to Google Ads. AI outpainting, the same tech used to expand “The Wizard of Oz” visuals at Las Vegas’ Sphere, now al…

Generative AI is changing how people search. The most effective SEO strategies aren’t just AI-enhanced – they’re AI-native. Many SEO teams are moving away from manual tasks and siloed tools toward intelligent, automated systems that learn from data and scale performance across every stage of the search journey. From content creation to site architecture and real-time monitoring, AI is now deeply embedded in many winning SEO strategies. Here are 10 cutting-edge ways to leverage AI for enterprise-level SEO success in 2025 – and stay ahead in a game that’s changing faster than ever. 1. Automating SEO tasks with AI agents AI in SEO is no longer just a…

To keep your Meta Ads performing at their best, it’s essential to regularly test new ad formats. This article explores the role of UGC and EGC ads – and how to effectively test them in your Meta campaigns. Understanding UGC and EGC ads User-generated content (UGC) refers to videos typically created by actual users of your product or service, often testimonials or a series of testimonials edited together. In some cases, UGC may even come from the company founder, recorded casually on a phone or using other non-professional methods. These videos are often recorded on a phone – or styled to look that way, even if professionally produced – to create an int…

Most marketers know the abbreviation ABC – “always be closing.” In SEO, there’s an even more important one – ABT, or “always be testing.” The more you test your theories about what works for your users, the more you’ll learn new strategies to optimize and improve your site. And testing is always valuable, even if your tests aren’t always winners (and they definitely won’t all end up the way you predict). One of the most interesting tests I’ve ever run was actually a failure. Our testing team developed some new CTA button copy, backed by user testing and keyword research, that we hypothesized would improve conversion rate. After testing our new …

AI-powered agentic tools is being rolled across Google Ads and Google Analytics to give marketers hands-on help with campaign creation, optimization, and analysis, as announced today at Google Marketing Live 2025. These tools act more like expert collaborators than passive software. They can suggest, implement, and troubleshoot campaign elements in real time, Google said. Driving the news. Two years after launching its conversational experience in Google Ads, which has been used by more than 500,000 advertisers, Google said it’s ready to go further. New AI agents in Google Ads will provide personalized campaign recommendations, like keyword and creative ideas…

AI is changing how people find and engage with content – but the core signals that drive visibility haven’t changed. This article shows how search marketers can stay competitive by combining proven SEO and content strategies with AI-powered workflows to build authority, trust, and reach across platforms. Why authority still wins in the age of AI search If you work in marketing, you’ve probably heard the same questions repeated throughout the past year: “What’s AI’s impact on organic search?” “How can my brand appear in AI-driven search results?” “Is it safe to use AI in my content workflow?” While many agencies and experts are rushing to stak…