SEO Tools and Resources

Search intent is easy to define but harder to truly understand. It’s more than just categories like informational or transactional. It’s about: What someone is trying to do in a moment. How that action fits into a larger journey. How your content and brand meet them there. If you’re still thinking in linear funnels or rigid personas, it’s time to go deeper. Rethinking the journey: Why search intent demands more nuance Before we dive in, let’s step back and ask a few questions: Do you have audience personas? A customer journey map? Funnels? And more importantly, are those tools still accurate? Are they as linear or predictable as the…

Is there a spam problem in AI Overviews? Yes – and apparently it’s growing. Don’t believe me? Just ask Google and you’ll get the following response: Yes, there is a growing spam problem in Google AI Overviews. A recent LinkedIn post highlighted that AI Overviews are easily manipulated, regurgitating content verbatim or hallucinating incorrect information, and that spammers are exploiting this to promote low-quality content. How AI Overviews are being abused: Hallucination and Incorrect Information: AI Overviews often generate answers that are factually incorrect or hallucinate information, even when contradicting accurate data from Google Business Pr…

In 1997, Apple launched a campaign that became cultural gospel. “Think Different” celebrated the rebels, the misfits, the troublemakers. The ones who saw things differently. The ones who changed the world. Apple understood something fundamental: the constraints that limited imagination weren’t real. They were inherited. Accepted. Assumed. And the people who broke through weren’t smarter or more talented. They simply refused to believe the constraints applied to them. Twenty-eight years later, marketing faces its own Think Different moment. The constraints are gone. Technology has removed them. AI can generate infinite variants. Data platforms deliver real-t…

Email is more than just a communication tool. It serves as the backbone of first-party data, identity resolution, and personalized marketing strategies — all essential for success in today’s privacy-first, omnichannel landscape. In this new white paper from AtData, Is Email Dead? Exploring the Evolution and Vitality of Email, readers will find a data-backed look at why email continues to deliver — and how both brands and agencies can leverage it to power better targeting, engagement, and ROI. It covers: Why email remains one of the most cost-effective, high-impact tools in the marketing stack How validated, enriched email data supports identity resolution and …

The concept of the funnel is so fundamental to digital marketing, it’s hard to imagine a world where it doesn’t serve as the go-to metaphor for lead generation and capture. There’s only one problem: it doesn’t fit with the way real humans engage with information on today’s internet. With access to more data than ever before—and tech to interpret that data for marketers looking to write the right content to drive organic traffic—we now know the better framework for marketers to embrace is the spiderweb. Sign up today to join Search Engine Land and Ryan Brock for this live event and learn how to shift your thinking around your organic content strategy to create the …

The history of search offers clues about where we’re headed in the AI era – but there’s more to learn and more to do to move forward with practical steps. AI changes the way people search. Instead of short queries that once required digging through blended results, users can now ask complex questions and get direct answers. Much of the work to optimize for AI, though, overlaps with what SEO professionals have been doing for years. Our community is already adapting and well-positioned to take on this shift. This article outlines practical steps to navigate the evolving landscape. SEO, AEO, GEO: Defining the new terms Before diving in, it’s worth addressi…

TikTok launched two new ad placement controls – Video Exclusion List and Profile Feed Exclusion List – giving brands more power to block specific videos and user profiles from appearing alongside their ads. The update is part of TikTok’s broader Safety Suite, and comes alongside the debut of a new Brand Safety & Suitability Playbook to help advertisers navigate their options. What’s new. Two new tools are now available globally via the Brand Safety Hub in TikTok Ads Manager. Advertisers can manage their lists directly or partner with third-party verification firms: Video Exclusion List. Advertisers can block individual video IDs from appearing next to the…

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…

Sir Tim Berners-Lee, who invented the World Wide Web, is worried that the ad-supported web will collapse due to AI. In a new interview with Nilay Patel on Decoder, Berners-Lee said: “I do worry about the infrastructure of the web when it comes to the stack of all the flow of data, which is produced by people who make their money from advertising. If nobody is actually following through the links, if people are not using search engines, they’re not actually using their websites, then we lose that flow of ad revenue. That whole model crumbles. I do worry about that.” Why we care. There is a split in our industry, where one side thinks “it’s just SEO” and the other …

Title tags play a key role in attracting clicks from search results. In 2025, standing out means going beyond keywords – it’s about crafting concise, compelling titles that draw attention and match what users are looking for. This article shows you how. Title tags and their key characteristics Title tags are the clickable headlines displayed on search engine results pages (SERPs). They summarize a webpage’s content and play a crucial role in helping users and search engines understand what the page is about. They remain largely consistent year over year, as they still need to adhere to pixel count limits (55 characters or fewer with spaces is recommen…

As a search marketer, you’re already skilled at creating content that captivates audiences and drives results. But when the audience is your own team and the goal is internal training, the task might feel a bit out of your comfort zone. Creating training videos may seem unfamiliar, especially if video production isn’t your forte. However, your existing skills in search marketing can be incredibly valuable when crafting engaging and educational training videos for your colleagues. This article will guide you through the essential tools, strategies, and best practices to create training videos that are not only informative but also engaging and effective. …

Google Ads is constantly changing and evolving. With these changes come fresh mistakes PPC advertisers make in optimizing and managing their campaigns. This article breaks down the most common mistakes of 2026 so you can avoid repeating them this year. Mistake 1: Inconsistent conversion tracking setup Optimization decisions rely on conversion data. If your tracking is inconsistent, your entire account data becomes skewed. When conversions use different attribution methods, count types, and conversion windows, the data applies unevenly across your account, making it hard to judge the value of any click. In rare cases, you may override conversion trac…

PPC didn’t stand still in 2025. It adjusted. These articles resonated because they answered the real questions advertisers are asking: how to stay competitive, cut wasted spend, work with automation instead of against it, and prepare for what’s next. Below are links to the 10 most-read Search Engine Land PPC columns of 2025, written by our exceptional subject matter experts. 10. Can small businesses compete on Google Ads anymore? With the right strategy, even the smallest business can stand out, win customers, and make a lasting impact. Here’s how. (By Sophie Logan. Published Sept. 16.) 9. Google Ads optimization: What to stop, start, and continue in 2025 …

Pay-per-click (PPC) marketing in 2025 moved fast and grew more complex. Google drove many of the year’s most consequential changes, from deeper Search automation with AI Max and ads inside AI Overviews to long-awaited gains in transparency and control for Performance Max. At the same time, updates to Google Tag Manager and conversion tracking changed how advertisers collect and trust data. Policy shifts, automatic content extraction, and pullbacks from Google Shopping by major advertisers like Amazon and Temu also disrupted auction dynamics, exposing growing tension between platform power, advertiser control, and market stability. As 2025 winds down, let’s lo…

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…

The evolution of search continued to accelerate in 2025. Between GEO and AI-driven discovery, agents, and new optimization frameworks and tools, SEO experienced another huge year of change. As always, Search Engine Land helped you make sense of the advances – what was happening, what was coming next, and what truly mattered. Below are the 10 most-read SEO columns of 2025, written by our outstanding group of subject matter experts. 10. Will GEO replace SEO – or become part of it? GEO isn’t the death of SEO. It’s what happens when search becomes multi-platform, multi-modal, and powered by AI. (By Roslyn Ayers. Published Aug. 8.) 9. Meet llms.txt, a…

Another year in search has come and gone, and Google called it year three of a 10-year platform shift. In 2025, that shift became impossible to ignore. AI moved from experiments and previews into the core of how search actually works. Below are the biggest SEO news stories of 2025 on Search Engine Land. Note: This article doesn’t include any stories related to Google algorithm updates. Barry Schwartz wrote a separate recap on that, which will also publish today. 10. Perplexity ranking factors and systems Independent researcher Metehan Yesilyurt analyzed browser-level interactions to reveal how Perplexity scores, reranks, and sometimes drops content. He unc…

PPC marketing has the power to drive massive traffic and conversions – but one wrong move can drain your budget fast. Many marketers unknowingly make costly mistakes due to hidden platform settings, human error, or poor strategic decisions. Whether it’s setting an unrealistic budget, neglecting creative, misusing AI, or avoiding experimentation, these missteps can lead to wasted ad spend and underwhelming results. The good news? Every PPC mistake has a fix. This article breaks down the four most common PPC mistakes, why they happen, and how to correct them – so you can optimize your campaigns and maximize ROI. Mistake 1: Setting an unrealistic …

I’ve been auditing Google Ads accounts for over 10 years. I can confidently say that the same issues appear in most accounts. The good news? These issues are easy to fix and can quickly improve performance. The five key areas where I consistently find missed opportunities include: Location targeting: A default Google Ads setting can cause your ads to reach users outside your intended area. This is easy to fix and can save you measurable amounts of money. Auto-applied recommendations: Allowing Google to auto-apply changes can lead to costly mistakes. It’s better to review and apply these manually, except in specific cases. Campaign structure: Different s…

Based on the hundreds of conversations I’ve had with B2B and lead generation brands over the years, this could be an annual – if not monthly or even weekly – topic. Lead quality remains a constant challenge, regardless of shifts in the advertising landscape. In 2025, my top PPC strategies for improving lead quality blend time-tested fundamentals with newly released features. If you implement everything on this list, you’ll stay ahead of the curve – and you’ll see your marketing dollars drive greater down-funnel impact. 1. Nailing the basics This falls into the evergreen category, but I still see brands coming up short. To assess lead quality, you …

Choosing the right paid media channels is key to B2B advertising success. This guide covers the best PPC platforms – Google, LinkedIn, Microsoft, and more – plus expert tactics to reach decision-makers and drive results. 1. Google Search Google is an effective way to reach B2B decision-makers when they are actively searching. But how do you ensure you’re reaching someone truly looking for a food supplier for their restaurant and not just Joe Schmoe craving a steak dinner? The key is strategic targeting. Make sure to: Use keyword lists wisely Add negative keywords like “home” or “residential” to filter out non-B2B searches. If someone searches…

AI has been a part of PPC for years through features like smart bidding and audience targeting. But in the past 12-18 months, its influence has expanded – reshaping how PPC managers plan, execute, and optimize campaigns. By leveraging AI, you can streamline processes, improve performance, and focus on higher-level strategy. This article covers 15 essential AI tactics and the best tools to enhance your PPC management – from content creation to data analysis. The top AI tools for PPC marketers A variety of tools are available to assist with setting up and managing PPC campaigns, each offering unique capabilities and benefits. Advertising platforms …