SEO Tools and Resources

In the first quarter of 2025, I ran a data study to understand how often Google changes title tags – and why. While it’s well known that Google frequently rewrites titles, I wanted to dig deeper: What factors trigger these changes? Are some pages more prone to rewrites than others? Most SEO professionals develop their own title tag strategies based on a mix of Google’s guidance, industry advice, and personal experience. Yet, when I searched for actual data on how and why Google modifies title tags, I found only one notable case study – by Cyrus Shepard in 2023. That left me with more questions: Does search volume play a role? What abo…

YouTube has long been a go-to advertising platform for B2C marketers, but it’s often still a question mark for B2B brands. I often see B2B professionals on LinkedIn asking, “Has anyone had success with YouTube ads?” or “What’s the best way to approach video advertising for a B2B audience?” YouTube can feel like unfamiliar territory if you’re only used to advertising on Google or social platforms. But that’s starting to change. More B2B brands are waking up to YouTube’s potential, and I couldn’t be happier. I’ve seen firsthand how YouTube can elevate brand visibility, drive engagement, and even accelerate the sales cycle for B2Bs. If you’re still…

Separate accounts, separate campaigns, or one shared setup? It’s often the first question marketers face when launching Google Ads in multiple countries or languages. The structure you choose lays the groundwork for how well you can: Localize ads. Manage regional budgets. Analyze performance by market. While consolidation simplifies PPC management, it can limit your ability to connect with diverse audiences. Full separation allows for maximum customization but can lead to administrative overhead and missed efficiencies. Striking the right balance is key to aligning effort with impact while maintaining centralized data. Effective loca…

Google just made it easier for merchants to manage messy product catalogs. Driving the news. Emmanuel Flossie shared on LinkedIn that Google is rolling out an AI-driven search feature in Google Merchant Center Next that simplifies how retailers find and filter their products. How it works. The new “Search for Products” tool uses AI to translate plain-English queries into powerful filters across your product data. Plain English filters. Merchants can now easily filter by entering plain English searches, which AI would translate to filter headings. So, for example, you could filter by: Manually added products. Out-of-stock items still getting traffic…

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…

Google AI Overviews are spiking again. The latest huge and rapid expansion happened in travel and entertainment keywords, according to new data from enterprise SEO platform BrightEdge. By the numbers. Starting April 25-26, here’s how AI Overviews grew, by industry: Entertainment: Up 175.68%, with 76% of new keywords focusing on movies (e.g., [jennifer love hewitt movies], [bruce dern movies). Travel: Up 108.09%. The Things to do trend is booming – 93.78% of new travel AI Overviews focus on location-specific activities (e.g., [things to do in Buffalo NY], [things to do in Providence this weekend]) and trigger full AI-generated destination guides. Insurance: …

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…

Target ROAS is the most sophisticated of Google’s smart bidding strategies. In previous articles, we’ve tackled Maximize Conversions, Target CPA and Maximize Conversion Value. This article explores the ins and outs of Target ROAS bidding, including: What does conversion value mean in Google Ads? What does ROAS mean? How Target ROAS bidding works in Google Ads 8 Expert Tips for using Target ROAS effectively Should you use Target ROAS bidding in Google Ads? What does conversion value mean in Google Ads? Before we can discuss Target ROAS bidding, or even ROAS, we need to understand what “conversion value” means in Google Ads. Conversion…

SEO reporting and tracking are major sticking points for anyone in the industry. Data that you find important may be less valuable to C-suite executives. Or you may not have enough data to show growth, changes, and significant events clearly and concisely. Reports must tell a story. Without the right data, you’ll end up with a confusing plot that won’t be well-received. Before you can begin reporting and tracking data, you need to gather it, which requires using the right tools. SEO reporting and tracking tools Most SEOs use a combination of different tools to properly collect, track and report data. A few of the main ones include: Google…

Unassigned traffic in Google Analytics 4 (GA4) is a common headache for digital marketers. It’s like trying to solve a puzzle with missing pieces: your data is incomplete, making it hard to measure the success of your marketing efforts. This article covers the common causes of unassigned traffic in GA4 and tips to ensure your campaigns are accurately tracked and optimized. What is unassigned traffic? Unassigned traffic refers to web traffic that isn’t categorized under any of the traffic sources or mediums provided by Google Analytics 4 (GA4). Often, this arises when we use UTMs that reference traffic sources or mediums that GA4 doesn’t recognize. I…

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…

Search industry experts are sounding the alarm over a growing Google experiment that’s creating a kind of “SERP Inception” — search results inside search results, with increasingly prominent Sponsored labels that don’t appear to be paid ad placements in the traditional sense. Driving the news. SEO consultant Glenn Gabe posted a screenshot on X showing a People also consider box labeled Sponsored. The twist? Clicking a link launches a new Google results page – complete with ads and another Sponsored box, perpetuating the loop. “They lead to a fresh SERP with more ads and yet ANOTHER ‘People also consider’ block that’s SPONSORED,” Gabe wrote. The backstory. …

Claude Sonnet 3.7 is the top-performing large language model (LLM) – it outperforms competitors like Google’s Gemini, Meta’s Llama, and X’s Grok. That’s according to SEO agency Previsible’s new AI SEO Benchmark report. By the numbers. Claude Sonnet 3.7 “performed the best across the board,” earning an 83% score. But that score fell short against human SEOs (who scored 89%). LLMs averaged: 85% on content tasks. 79% on technical SEO. 63% on ecommerce SEO. Here’s how the other language models scored: Perplexity: 82% Gemini 2.5: 81% ChatGPT 4o: 79% ChatGPT o3-mini: 78% Copilot: 78% Deepseek: 78% Gemini 2.0 Flash: 71% Llama 4: 7…

Earlier this month, we reported that Google will be bringing Discover to the desktop version of Google’s home page. We don’t know exactly when that will roll out but Google has been testing it. Google Search Console has Discover performance reports that let you track how well your site is performing within Google Discover. And over the past day or so, there was a hack to see the Discover performance report broken out by desktop and mobile. But that hack was quietly disabled this morning. How it worked. Brodie Clark first spotted the hack and posted about it on LinkedIn, and then John Shehata shared some early data of mobile vs desktop Discover performance with t…

SEO is all about optimizing for, well, search. In 2018, I defined SEO as: “The art and science of persuading search engines such as Google, Bing, and Yahoo, to recommend your content to their users as the best solution to their problem.” In 2025 (and beyond), we can define search, answer, and assistive engine optimization as “The art and science of persuading recommendation engines such as Google, Bing, Yahoo, ChatGPT, Perplexity, Siri, Alexa, and Copilot to recommend your solution to their users as the best in the market.” The aim is the same – get the conversion. The difference? We have more engines. The recommendation is often further…

Yelp announced 15 new features and updates to make it faster and easier for users to hire service professionals and for restaurants to manage their front-of-house operations. Many of these upgrades are powered by AI. Details. Yelp Assistant, launched in 2024, now uses AI-powered photo recognition to identify project needs. Users can simply upload a photo (e.g., a leaking pipe, car damage) and Yelp will quickly match them with the right service pro. Alongside smarter matching, Yelp is debuting AI-driven “response quality badges” to spotlight service providers who give clear, helpful replies. Businesses are rated based on whether they quote pricing, …

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. …

The title tag is one of the most important SEO elements. It can have a great impact on your rankings. In my experience, optimizing title tags can give rankings a strong boost. There are many different ways to optimize a title tag. One is to make sure it fits within the 55- to 60-character limit (which I think is a bit outdated today). Other SEOs suggest it’s OK to have title tags up to 70 characters long (or longer). There are also concerns that having the title truncated in search results or rewritten by Google can negatively affect organic performance and click-through rate. This article explores the basis for such concerns, Google’s official state…

We’re celebrating 15 years of Yoast, and we can’t celebrate without offering some SEO insights. So, here are 15 SEO essentials to focus on in this year and beyond. Whether you are a beginner or an SEO expert, these tips will help you focus on what’s important right now. In collaboration with our Principal SEO, Alex Moss Table of contents 1. Embrace AI-powered SEO tools 2. Optimize for zero-click searches 3. Invest in video content 4. Improve e-commerce SEO 5. Prioritize local SEO 6. Improve user experience (UX) 7. Participate in SEO communities 8. Optimize for AI discovery 9. Focus on content pruning 10. Implement structured data markup 11. Keep focusing on mobi…

What would you do if you realized that you had lost 15% of your market share last month? Can your brand afford to fall behind in Google Ads, even for a week? Right now, the recent tariff shifts (taxes on imported goods) are sending shockwaves through global industries. Supply chains are strained. Pricing strategies are in flux. And consumer behavior is shifting faster than many advertisers can track. When the ground moves this quickly, visibility into your paid search market share isn’t just helpful, it’s essential. Even a few percentage points can mean the difference between leading or lagging in Google Ads. That’s exactly what Adthena’s PPC Market Share Rep…

OpenAI is rolling out shopping features within ChatGPT Search, starting with fashion, beauty, home goods, and electronics categories. The shopping features will guide users to find the right product for their query or questions. What is shopping in ChatGPT. ChatGPT will offer recommendations for products, show product images and product reviews that it thinks you might be interested in. Plus, ChatGPT will link directly to webpages where users can buy the products. These shopping results are not paid ads, nor does OpenAI make a commission on any sales. The data comes from structured metadata from third-party websites and data feeds. What it looks like. Here is…

Many articles detail the top-level costs of SEO. While the fee you will pay an SEO consultant or agency is part of the cost to do SEO, getting results also requires a contribution in time and effort from the business. This article will look beyond the surface at the full spectrum of costs associated with doing SEO well, enabling you to approach 2025 well-prepared for SEO success. SEO costs: The basics If you are just looking for a straightforward overview of SEO costs, several studies have answered the question. Exact costs vary depending on factors such as business size, goals, industry, geographical location, and the overall complexity of the proje…

Marketers love a good line graph that goes up and to the right, but with overwhelming data, graphs alone can’t communicate complex data effectively. A good data display should do more than convey information – it should reveal insights, guide decisions, and prioritize actions. In 2025, marketing data must evolve from reporting to storytelling, because effective charts don’t just show data; they help us understand what it means and what to do next. Why traditional reporting is no longer good enough One of the most common formats for SEO and PPC reporting is the classic, tried-and-true line graph. Even Google – in Search Console and Google Ads – defaults…

WordPress offers two primary content types: Pages and Posts. Choosing the right format for your content can improve your website’s organization, user experience, and even SEO. But how do they differ – and when should you use one over the other? Let’s break it down. WordPress Pages Pages are best suited for static, “evergreen” content – information that doesn’t change frequently and forms the foundation of your website. Typical examples include: Home page. About us. Services or products. Contact page. Key features: Not time-sensitive. Not included in RSS feeds. Do not use categories or tags by default (can be implement…

Link building is often 40% of an SEO budget – sometimes more in competitive industries. But here’s the problem: most companies aren’t calculating ROI before building links. That’s a fast way to burn through your budget without knowing what you’re getting in return. If you spend $5,000, $10,000, or even $50,000 a month on link building, you should know what kind of return to expect. This guide will show you how to calculate link building ROI before sending a single outreach email. We’ll cover how to assess a page’s revenue potential, estimate the cost of link building, and determine whether the investment pays off. You’ll know exactly how to forecast ROI, avoid…