SEO Tools and Resources

Google is quietly rolling out a new Performance Max feature that lets advertisers upload video files directly inside the “Edit assets” panel — no YouTube channel or Shared Library required. Driving the news. The feature, spotted in the Google Ads UI, adds a simple “Upload” tab during asset creation in PMax campaigns. A highlighted upload box now appears in the YouTube ad setup workflow, guiding users to drop in a video file and move on — significantly reducing friction for new video advertisers. How it works. Uploaded videos are stored in a Google-managed house channel, not the advertiser’s YouTube account. That means the assets can be used in ads, bu…

Table of contents What are backlinks? What are AI citations? Why AI citations matter for visibility? How are AI citations and backlinks different? How to earn both? Create deep, original, and useful content Write for real questions, not just keywords Leverage structured data Build relationships for natural backlinks Focus on clarity and quotability Monitor, analyze, and adapt Exploring Yoast’s AI features Backlinks or citations: What truly matters for visibility? For years, backlinks have been the gold standard for building authority, driving link juice, and climbing up the SERPs. But with the rise of Generative AI, the search landscape is shifting. Instead of…

As SERPs continue to change, we see more search features taking up space on Page 1. That’s why it’s increasingly important to gain visibility in People Also Ask results. Let’s go over some ways to research People Also Ask (PAA) rankings, and methods you can use in order to get a website ranking in them. What is the People Also Ask box? This accordioned box shows a list of questions related to the query that you searched. You can expand the accordions to find out more information and click through to different links. In some cases, AI Overviews results can appear within an expanded PAA box. See below: So, if you have a shoe company but are…

The debate on SEO‘s changing practice and its transition to AI has heated up recently on podcasts, blogs, news sites, and social spaces around the web. While the discussion is focused on what we should call it and why – be it “GEO” (generative engine optimization), “AIO” (artificial intelligence optimization), or something else – one linguistic element keeps surfacing. No matter the acronym, it will most likely include the word “optimization.” Most people debating the term likely do not know the details of its origins, as a similar debate about optimization occurred almost 30 years ago – before many of today’s debaters were even born. While naming and de…

YouTube will reinstate channels previously banned under old COVID-19 and election integrity rules, a major shift in the platform’s approach to content moderation. Driving the news. Channels terminated for repeated violations of policies that are “no longer in effect” will be allowed back, YouTube’s parent company, Alphabet, told Congress in a letter. Alphabet acknowledged it had faced outside pressure to remove user content but said it will now prioritize “free expression.” YouTube will replace some fact-checking mechanisms with context notes, letting users add clarifications – a tool X already uses. What it means. Reinstated channels will be eligible to s…

“Work smarter, not harder” isn’t just a catchy phrase – it’s a survival tactic for content marketers. Keeping up with a full content calendar can feel relentless, and constantly creating new material is a fast track to burnout. That’s where content repurposing comes in, helping you get more mileage out of what you already have. Sure, there are plenty of familiar ways to repurpose content – breaking long blog posts into social snippets, turning video transcripts into articles, and so on. You’ve likely done them all. So what about the lesser-known approaches? The methods that few marketers think to use but should? That’s what we’re going to cover here…

After months of merchant frustration over securing the required API key for website-reported local inventory feeds via Google Tag Manager, Google has now confirmed a straightforward process: Complete setup. Request validation through a form. Once approved, a Google agent provides the API key. Why we care. This clarification makes it easier for merchants to implement local inventory feeds, stay compliant with Google’s policies, and bring in-store availability data into their Shopping presence faster. What’s next. With this streamlined process, merchants can expect smoother onboarding and more reliable integration of local inventory into their campaigns.…

My experience has shown one simple truth: clients stay or go based not on results alone, but on the service they receive. This holds true for the vast majority of clients we’ve worked with. You can deliver excellent outcomes, but if clients feel underserved, they’re likely to leave. Clients aren’t always rational, and that’s exactly why every touchpoint matters – especially reporting. Reporting is often your main connection with clients and can define how they perceive your service. That makes it one of the most important parts of your business. So, what makes a great report? This article tackles the key principles of building reports that …

In the early days of SEO, ranking algorithms were easy to game with simple tactics that became known as “black hat” SEO – white text on a white background, hidden links, keyword stuffing, and paid link farms. Early algorithms weren’t sophisticated enough to detect these schemes, and sites that used them often ranked higher. Today, large language models power the next generation of search, and a new wave of black hat techniques are emerging to manipulate rankings and prompt results for advantage. The AI content boom – and the temptation to cut corners Up to 21% of U.S. users access AI tools like ChatGPT, Claude, Gemini, Copilot, Perplexity, and DeepSeek mo…

More than a decade ago, I coined the term brand SERP – the result you get when someone searches for your name or company. I called it the “digital business card” because I saw firsthand how a messy one could cost a business trust and revenue. That idea shaped how many people think about online reputation and visibility, but the landscape has shifted again. \In the age of assistive and conversational AI – from ChatGPT to Perplexity to Google AI – a new and far more powerful asset has emerged: the AI resume. Unlike a brand SERP, which reflects what Google shows, the AI resume reveals what the machines themselves understand about your brand. It’s a liv…

Google is tightening its account retention policy — canceled Google Ads accounts will now be permanently deleted six months after cancellation, marking the end of indefinite account storage. Driving the news. Under the new policy, Google will begin a cleanup of inactive accounts, sending a 30-day email warning before deletion. Previously, advertisers could reactivate canceled accounts at any time, preserving data and structure indefinitely. Why we care. This change could impact advertisers who rely on historical performance data, conversion tracking, or campaign templates stored in inactive accounts. Once deleted, all account history and assets — including campaig…

TikTok is introducing a new ad solution, Travel Ads powered by Smart+, designed to help brands connect with travelers during the discovery and booking phases. Why now. Travel is one of TikTok’s fastest-growing verticals. According to internal TikTok data: 66% of users say the app is their most helpful source of travel inspiration. Users are 2.6x more likely to book after searching on TikTok. How it works. Travel Ads leverage TikTok’s travel intent model and catalog integration to automatically serve personalized creatives at scale. Smart+ AI powers campaign setup, creative generation, and delivery optimization, aiming to convert discovery into bookings…

Google Ads added image quality checks to its Recommendations tab, nudging advertisers to upgrade low-performing visuals. How it works. The system now scans uploaded assets and suggests edits such as “copy and edit background color to white.” Advertisers can preview suggested changes and make quick fixes directly within the dashboard. Why we care. Image quality plays a growing role in how ads perform across surfaces like Display and Gmail – and these AI-driven tips aim to help advertisers improve engagement and delivery with cleaner, more consistent creatives. Bottom line. Advertisers who act on these image recommendations could see higher engagement and be…

Google is clarifying its Misrepresentation policy for Shopping ads and free listings. The update doesn’t change enforcement but adds more examples and guidance to help advertisers comply. Enforcement clarification: Google added examples related to non-delivery and inoperable return or refund processes. These are clarifications, not new rules. Support clarification: New guidance explains best practices for maintaining compliance and provides more detail on the appeals process. Why we care. Advertisers now have clearer expectations about what counts as misrepresentation. This can help prevent policy violations, reduce account suspensions, and improve customer tr…

YouTube is rolling out new ad features for Shorts aimed at helping brands stretch their holiday marketing budgets — and capitalize on short-form video momentum. What’s new: Comments on Shorts ads: Advertisers can now enable comments on eligible Shorts ads, bringing the ad experience closer to organic content and creating new avenues for real-time audience engagement. Creator links to brand sites: Shorts creators posting branded content can now link directly to a brand’s website — giving viewers a seamless path from discovery to action. Shorts ads on mobile web: YouTube is expanding Shorts ad placement to the mobile web, adding another surface to reach viewe…

Many PPC advertisers obsess over click-through rates, using them as a quick measure of ad performance. But CTR alone doesn’t tell the whole story – what matters most is what happens after the click. That’s where many campaigns go wrong. The problem with chasing high CTRs Most advertisers think the ad with the highest CTR is often the best. It should have a high Quality Score and attract lots of clicks. However, in most cases, lower CTR ads usually outperform higher CTR ads in terms of total conversions and revenue. If all I cared about was CTR, then I could write an ad: “Free money.” “Claim your free money today.” “No strings attached.” …

Microsoft is officially winding down its DSP, Microsoft Invest, and naming Amazon DSP as its preferred transition partner – a move that deepens ties between the two tech giants and reshapes Microsoft’s advertising strategy. Starting Feb. 28, 2026, Microsoft will sunset Microsoft Invest as it shifts focus to its core advertising products: Microsoft Advertising Platform, Monetize, and Curate. The company says the partnership with Amazon DSP will ensure advertisers experience a smooth transition and continue achieving performance goals. Why we care. Microsoft’s move to sunset its DSP and align with Amazon DSP means advertisers who use Microsoft Invest, will need to m…

Q4 is here – and for ecommerce brands, that means the biggest sales opportunities of the year are just ahead. Black Friday, Cyber Monday, Christmas – the biggest sales events are just around the corner. To hit your targets, preparation is key. It’s not too late to act, and the opportunities ahead are huge. Use this checklist to get up to speed quickly and set your account up for success. Website and UX Review site speed Start with a website audit to identify any red flags. Tools like PageSpeed Insights can help diagnose technical issues. Encourage clients to review key pages and the checkout process on multiple devices to ensure there are no bottle…

On episode 329 of PPC Live The Podcast I speak to Jack Hepp, founder of industrious Marketing LLC, discussing the fallout and what it took to bring him back to feet after he got fired from his first PPC job. The big f-up: fired from his first agency job Jack’s defining career moment came just a year and a half into his first agency role. Despite being eager to learn, he was still new to digital marketing when a major mistake occurred. “We dramatically underspent a client’s ad budget for the month — by almost 50%,” Jack recalls. That underspend had serious consequences. The client relied heavily on Google Ads for online sales, and the missed spend transla…

Engineering teams usually have a quality assurance (QA) process. Without it, they risk releasing work that hurts the user experience and creates unforeseen technical issues – including major SEO problems. That’s where SEO QA comes in. Adding SEO-specific checks to existing QA protocols helps teams catch and fix issues before they go live. But this step is less common than you’d think. Too often, it’s overlooked. This article outlines what it takes to build an effective SEO QA discipline and provides a checklist SEOs and QA engineers can use to cover their bases. Why SEO QA gets overlooked Unless SEO is fully integrated with engineering, SEO-specific…

Headings structure your content for both readers and search engines. They help users scan a page, understand its content, and quickly locate the information they need. Search engines and AI systems use headings to interpret the topic and structure of your content. By using one clear H1, supported by well-written H2 and H3 headings, you can improve readability, accessibility, and SEO simultaneously. Table of contents What are headings? Why are headings important for SEO? Why are headings important for readers? How to use headings correctly How many H1 headings should you use? How to use H2 and H3 headings Common mistakes when using headings Headings and accessibility…

When marketing history looks back on 2025, it will mark the year AI truly hit the road. Google has used AI in search for years – RankBrain, BERT, Smart Bidding, RSAs, Performance Max, etc. But this year, it’s everywhere. From boardrooms to one-person shops, everyone’s asking how to use it and avoid being left behind. Amid the noise, facts have blurred into hype. I’ve heard it repeatedly from new clients: “SEO is dead. Don’t talk to us about SEO – talk to us about AI.” Fittingly, in this spooky season, SEO has “died” more times than every horror villain combined – yet it always comes back. AI is a true game-changer, but the hype is louder than anyt…

The narrative in SEO right now is simple: Google’s AI Mode doesn’t send traffic. If it becomes the default Google Search experience, your website will starve for clicks. There’s one problem, though: the studies claiming “AI doesn’t send traffic” focus almost entirely on informational queries. Yes, if someone wants to know what a basal cell carcinoma looks like, AI will kill that click. But what happens when someone wants to find a dermatologist to check that mole? No one has shared a study like that yet. So we decided to fix that. We ran the first UX study focused specifically on transactional intent in AI mode. We watched 52 participants across the U.…

Google Lens now supports the Nano Banana, the image generation feature from the Gemini app, within Google Search. Google said, “we’re bringing Nano Banana to Google Search.” Open the Google Lens feature in the Google app for Android or iOS. Then you can tap on Create mode to make an image. You can then transform an image into your ideas directly from Google Lens. What it looks like. Here is a video of it in action: Here are some screenshots: Why we care. AI search features are moving fast and these fun and creative features might help win over consumer loyalty. OpenAI, Microsoft, Perplexity and other are all trying to compete with AI and Sea…

The conversation around artificial intelligence (AI) has been dominated by “replacement theory” headlines. From front-line service roles to white-collar knowledge work, there’s a growing narrative that human capital is under threat. Economic anxiety has fueled research and debate, but many of the arguments remain narrow in scope. Stanford’s Digital Economy Lab found that since generative AI became widespread, early-career workers in the most exposed jobs have seen a 13% decline in employment. This fear has spread into higher-paid sectors as well, with hedge fund managers and CEOs predicting large-scale restructuring of white-collar roles over the next decade…