SEO Tools and Resources

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…

Google AI Overviews are now available in more countries and regions and in more languages. Google announced today at Google I/O that AI Overviews are now available in over 200 countries and territories and more than 40 different languages. AI Overviews for more Google searchers. Google said they have expanded access to AI Overviews within Google Search to more searchers. In October, Google released them in over 100 countries and regions, now they are available in over 200 countries and regions. Google added more support for languages including support for for Arabic, Chinese, Malay, Urdu and more. You can see the full list of countries and territories that Go…

Google AI Mode is now available to all U.S. searchers without having to opt into it within Search Labs. When Google announced AI Mode in March, it was only available to U.S. users to opt into via Search Labs, now you no longer need to opt into it. A new tab for AI Mode will appear under the search bar on Google.com and in the Google Search apps for US searches this week. Google did say recently they have begun testing AI Mode in the wild, without opting into it. But starting today, as announced at Google I/O, AI Mode in the US no longer needs you to opt in to see it. AI Mode has “graduated” Search Labs. Google’s CEO, Sundar Pichai, said at Google I/O that AI…

Google today announced Search Live, a new feature that lets users have real-time conversations with Search using their smartphone camera. The tool builds on Google’s work in visual search and AI, combining the capabilities of Google Lens and Project Astra. How it works. Users can tap a new Live icon in either Lens or AI Mode. After pointing their camera at an object, they can ask questions about it. Search Live responds in real time with explanations, suggestions, and links to relevant websites, videos, and forums. What it looks like. Here’s a video showing how Search Live works: Why we care. Search Live highlights Google’s ongoing push toward multimo…

Google today announced Shop with AI Mode. This new AI-powered shopping experience combines visual inspiration, real-time product data, and a virtual dressing room – all embedded within Search. Why we care. This tool could be good news for brands, as it should make it easier for shoppers to discover products you sell, try them on virtually using personal photos, and buy them at the right price. How it works. AI Mode uses Gemini AI and Google’s 50-billion-item Shopping Graph to help users search, compare, and refine purchases. Users can describe what they want (e.g., “a cute travel bag for Portland in May”) and AI Mode will generate personalized product panels …

Google Ads costs surged across nearly every industry in 2025, with 87% of sectors seeing higher cost-per-click rates. But the pain is being offset by significantly better conversion rates — 65% of industries are turning more clicks into actual customers. That’s according to a LocalIQ analysis of 16,446 campaigns. Overall 2025 benchmarks: Average cost per click: $5.26 (up 12.88% YoY) Average click-through rate: 6.66% (up 3.74% YoY) Average conversion rate: 7.52% (up 6.84% YoY) Average cost per lead: $70.11 (up 5.13% YoY) Big winners and losers: 87% of industries saw cost-per-click increases 65% of industries improved conversion rates Be…

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…

IndexNow, an indexing protocol spearheaded by Microsoft Bing’s search team, announced that IndexNow helps with real-time indexing and structured data support. This allows you keep you your products and shopping ads up to date within Bing and the search engines that use the IndexNow protocol. Plus, Microsoft announced that Amazon and Shopify both are using IndexNow for their platforms. Shopping and IndexNow. Microsoft wrote, “by implementing IndexNow with the schema below, you can skip the need for a separate merchant feed, streamlining how your updates get discovered.” This helps you keep your price update, product stock levels, or new product launches up-to-date…

A confirmed bug in Google Ads caused New Customer Acquisition (NCA) campaigns to stop spending budgets starting May 15. The issue has affected advertisers relying solely on this bidding strategy to reach new customers. The details: Google acknowledged the problem in an email shared by Google Ads consultant Benoit Legendre. “We are aware of an issue where the campaigns running on New Customer Acquisition only, have stopped spending starting May 15th,” Google said. The company added that its engineering team is actively working on a fix, but initially provided no specific timeline. Why we care. Advertisers using NCA-only bidding have seen campaign per…

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…

No, you can’t just trust AI to do your SEO work for you. Great SEO requires smart humans. But used strategically, it can be an effective accelerant for great organic growth. In other words, as I recently explained to a client, simply using AI to mass-produce content doesn’t work – but a structured AI-driven workflow does. When I say “work”, I mean: It works for the client by delivering results. It works for me because it helps us operate more efficiently and take on more client work with the same number of employees. Before the process I’m about to lay out, I used to have to hire a team of writers for client content initiatives. Now, I …

As search engines continue to evolve, so too must our approach to link building. In 2025, the focus has shifted more than ever toward quality over quantity, prioritizing authoritative, relevant backlinks from trustworthy sources. This article outlines 12 essential dos and don’ts for effective link building, covering the most common pitfalls to avoid and the proven strategies that drive SEO success. Fails: Common link building mistakes to avoid 1. Don’t: Prioritize quantity over quality More is not better. Better is better. Earning numerous low-quality backlinks can harm your site’s credibility and rankings. Google values the quality and relevance of…

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 Liaison Ginny Marvin answered a slew of questions about the upcoming AI Max for Search Campaigns feature. Here are the key insights and revelations about this significant update to Google’s advertising platform from the interview, which was conducted by PPC specialist Julie Bacchini, founder of Neptune Moon. Rollout timeline and availability AI Max for Search Campaigns will begin rolling out globally at the end of May, with the complete rollout expected by early Q3. This optional suite of AI-powered features aims to enhance existing search campaigns rather than introduce an entirely new campaign type. Keyword strategy and keywordless target…

Chinese ecommerce giant Temu was a dominant force in paid acquisition across Google, Meta, and other platforms – until mid-April, when it abruptly halted all U.S. advertising. This was a stunning move from one of the internet’s most aggressive spenders. Temu’s sudden absence opened up a flood of ad inventory – and with it, new questions: Who won? Who lost? And what does it say about market dynamics? The impact on the digital ad ecosystem was immediate and profound, based on research by Mike Ryan, head of ecommerce insights at Smarter Ecommerce. Catch up quick: Over three days in April, Temu’s Google Shopping impression share collapsed, signaling a total …

Artificial intelligence (AI) plays a central role in how Google determines which ads appear in response to a search and how they are ranked. The company uses a sophisticated machine learning (ML) infrastructure to handle almost every aspect of its Search Ads system — from understanding user queries to ranking ads based on value and engagement. Here’s what we learned from trial exhibits revealed in the U.S. Department of Justice’s (DOJ) antitrust case against Google. Two AI pillars: LLMs and LEMs Google’s system relies primarily on two types of AI models: LLMs (Large Language Models) – These are responsible for interpreting user intent and query co…

For years, search campaigns have been an imperative part of one’s PPC strategy. However, the landscape is shifting and Google is increasingly prioritizing shopping within the user experience, changing how users interact with the SERPs and how we as advertisers approach strategy for ecommerce clients. With continued investment in AI-powered tools like Performance Max, which has absorbed much of what traditional search once offered, recent betas such as AI Max, and now Google testing a massive new carousel format for Shopping ads, the platform is clearly moving toward a Shopping-first ecosystem. As these changes roll out, traditional search ads are getting less…

The SEO industry has evolved dramatically over the past decade, but the pace of change is about to accelerate even faster as we approach 2026. With the rise of AI-generated search, multimodal experiences, privacy-first regulations, and the blending of SEO with user experience and brand, the skillset required of an SEO professional is transforming radically. Today’s best practices won’t be enough tomorrow. This article explores the core SEO skills you must master by 2026 to stay competitive, drive results, and prepare your career for the future. 1. Strategic thinking: Moving beyond tactics SEO is no longer a series of isolated tactics like link building …

Public relations (PR) is no longer just a supporting tactic, it’s becoming a core strategy for brands looking to stay visible in the age of AI search. AI-powered search engines increasingly rely on brand mentions, reputation, and authority signals pulled from across the web – areas where PR excels. In this new landscape, the question isn’t whether PR matters to search – it’s how much it now leads the charge. AI is changing human content discovery habits The rise of AI-powered search engines is radically changing how people discover information online. Traditional “blue links” on Google’s search results pages (SERPs) are being displaced by: AI-ge…

Since its inception in 2015, the Search Engine Land Awards have recognized exceptional marketers on an annual basis — showcasing outstanding work, providing well-earned exposure in coverage and interviews, and bestowing upon them the highest honor in search. But the road between deciding to begin an application and winning the award can be a long one. Although the submission process is exceptionally streamlined — it’s never been faster or easier to apply — there’s still a story that has to be told. The way you tell that story is entirely up to you… but why not bear in mind some first-hand advice from select 2025 judges while you’re at it? Keep reading for a ro…

Most people stop reading a Google AI Overview after skimming the top third of an AI-generated answer – the median scroll depth is just 30%. That’s one of many insights from a new UX study conducted by Kevin Indig and Eric van Buskirk. By the numbers. The study confirms what many SEOs have suspected and/or feared: AI Overview citations get few clicks: Just 19% of mobile searchers and 7.4% of desktop searchers clicked on a citation. AI Overviews decrease clicks to websites: Desktop CTR drops in half when an AI Overview is present; mobile clicks fall by a third. Skimming rules: The median scroll depth inside AI Overviews is 30%; most users never read past the…

Searchers can now find out who paid for the ads they see, as Google is beginning to roll out its Ads Transparency policy. This update makes ad funding more visible to users. This new label could impact how consumers perceive and trust advertisements. Advertisers now have less ability to obscure financial relationships. What it looks like. Google’s My Ad Center now features a new transparency section labeled Ads funded by. Anthony Higman, CEO of ADSQUIRE, spotted the implementation and shared screenshots on LinkedIn. Why we care. Google’s new Ads funded by labels expose previously hidden agency-client relationships and parent company connection…

Google search impressions are up 49% year-over-year, but click-through rates (CTR) are down 30%, according to new data from BrightEdge. For that, all credit goes to AI Overviews, Google’s AI-generated summaries that launched one year ago. Why we care. Google’s AI Overviews have impacted SEO in a big way. For so long, the focus has been on rankings, which generally tended to drive traffic that could then be monetized. Today, we’re forced to focus on reach – visibility in AI Overviews – even though there is no guarantee you’ll get a click or that your content will be properly credited if you get cited by AI. By the numbers. Here are some additional findings about ho…

YouTube pitched advertisers on a new suite of ad formats aimed at tapping into its massive connected TV audience. Among the highlights from yesterday: interactive shopping ads that let viewers browse and buy products directly from their television screens. YouTube is capitalizing on its dominance in streaming to blur the line between passive viewing and active shopping, positioning itself as a key player in the convergence of TV and ecommerce. The big picture. YouTube is targeting the “second screen” with interactive shopping features designed for how people actually watch TV today: A new shoppable CTV offering displays products on the side of TV screens duri…

If your loyalty strategy still revolves around points and perks, it’s time for an update. Consumer allegiance is no longer built on convenience alone—it’s driven by alignment. Shoppers are scrutinizing your brand’s ethics, your data practices, and your follow-through. And younger audiences aren’t shy about walking away if you miss the mark. AtData’s white paper, Beyond the Purchase: The Future of Consumer Behavior in 2025, outlines the real drivers of brand trust and retention in a post-personalization landscape. Based on emerging data and behavioral trends, it shows how to evolve from transaction-first to values-led—and still deliver measurable growth. Inside you’ll …