SEO Tools and Resources

The way people search for information is changing, and Gen Z is leading the shift. Instead of turning to Google, they’re searching on TikTok, Instagram, YouTube, Reddit, and Discord for everything from product recommendations to restaurant reviews and how-to guides. This isn’t just a trend – it’s a fundamental shift in digital discovery. Google usage among Gen Z has dropped by 25% compared to Gen X, a 2024 Forbes study shows. eMarketer reports that 46% of Gen Z and 35% of millennials prefer social media over traditional search engines. Why? They crave fast, visual, and community-driven content rather than sifting through traditional search resu…

Performance Max (PMax) and search campaigns often trip over each other and make a mess out of your data and the customer journey. But it doesn’t have to be that way. At SMX Next, Brad Geddes, co-founder of Adalysis, dove deep into the data analysis of why you need to exert control over your search terms. He walked through the steps you can take to ensure these two campaigns aren’t fighting each other but working in tandem to improve your account performance. The core of the conflict: PMax and Search overlap Geddes set the stage by addressing the ongoing competition between PMax, search, and shopping campaigns: “Right now, the shift is PMax, search and shop…

PPC automation has always been about efficiency. We’ve relied on scripts, rule-based optimizations, and APIs to manage campaigns at scale. These tools have been essential, but they all share a common limitation: they follow strict, pre-programmed logic. So people are still needed, even with simple and boring tasks. But now we’re on the cusp of a new type of automation that can further reduce our workloads and free up our brains for more engaging and strategic work. We’re close to the end of the days when a scraper breaks when a website changes its layout or a PPC script fails because it can’t determine all ways that a company’s brand might be misspe…

Webpages are significantly harmed when excluded from Google’s AI Overviews, but benefit when included in AI Overviews. That’s according to a new study by Terakeet, a company that focuses on brand management for global brands. AI Overviews benefits. Webpages featured in Google’s AI Overviews benefit from increased traffic, regardless of their original ranking. Of note: Top-ranked (transactional queries): Webpages included in AI Overview had 3.2x as many clicks as pages that were excluded. Lower-ranked (informational queries): Webpages appearing in AI Overviews had 2x as many clicks compared to webpages that appeared on a SERP with no AI Overviews. Lower-rank…

A Position 1 ranking only matters if your result resonates with users and earns clicks. That’s why optimizing your click-through rate (CTR) is just as crucial as climbing the search results. By analyzing your current performance and making strategic improvements, you can turn rankings into real traffic. This article provides actionable tips to boost CTR, attract more clicks, and maximize your SEO efforts. Understanding the role of CTR in SEO CTR is a crucial SEO metric that’s often overlooked. For years, it was considered an indirect factor, but the antitrust trial against Google revealed that CTR is used as a ranking signal. Regardless of its…

LinkedIn introduced two new features aimed at helping marketers optimize their campaigns and prove their impact: the Conversions API (CAPI) and the Revenue Attribution Report (RAR). Driving the news: Conversions API (CAPI). Enables marketers to securely connect first-party online and offline data to LinkedIn. Tracks conversions from website actions, phone sales, and in-person events. Sends marketing data directly from a server to LinkedIn to measure campaign performance. Helps optimize campaigns using LinkedIn’s analytics. Revenue Attribution Report (RAR). Connects CRM data to LinkedIn campaigns for long-term tracking. Extends review periods up…

Google announced new creative tools in Google Ads, leveraging its Imagen 3 AI model to generate lifestyle imagery across Performance Max, Demand Gen, Display, and Apps campaigns. How it works. Advertisers can input specific prompts like “middle-aged man chopping carrots,” with options to customize age, gender, race, and ethnicity while maintaining control over final image selection. Key features: Text-to-image AI generation for humans – a first for Google Ads. Asset-audience recommendations to improve ad targeting. Asset testing for Performance Max campaigns with feed-only strategies. AI-generated image suggestions coming soon for even faster creativ…

OpenAI’s ChatGPT search had 41.3 million average monthly users across the EU between October and March. That’s nearly 4x growth from the prior six-month stretch, when it reported having 11.2 million users. Why we care. Brands and businesses need to understand how (or whether) their content is being surfaced in AI-generated responses. ChatGPT search is nowhere near replacing Google Search, but it is an emerging channel for visibility and discoverability. What ChatGPT reported. According to OpenAI’s EU Digital Services Act (DSA) page: “For the six-month period ending 31 March 2025, ChatGPT search had in combination approximately 41.3 million average monthly act…

SEO isn’t what it used to be. With AI-driven search results, increasing zero-click searches, and more competition for user attention, ranking on Google is tougher than ever. But search is still a major traffic driver – if you adapt. The key? Treat SEO as part of a broader, integrated marketing strategy. This article breaks down a simple framework to align SEO with your overall marketing funnel, ensuring you reach, engage, and convert your ideal customers effectively. The evolving SEO challenge: Why optimization alone isn’t enough Nowadays, it’s not enough to have a well-optimized and search engine-friendly website. The modern SERP is a …

Microsoft is ramping up its advertising efforts in Copilot, introducing new interactive ad formats and reporting improved ad relevance metrics. This is meant to enhance interactivity and personalization for users. The big picture. Copilot ads are now fully implemented in English, French, and German markets, with Spanish and Japanese coming soon. New ad formats. Microsoft is launching two ad formats designed specifically for Copilot: Microsoft Advertising Showroom ads: Immersive digital experience mimicking physical showrooms. Allows users to explore products and ask questions. Rich sponsored content complements organic experience. Future plans in…

Welcome to our weekly Search Engine Land series – Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, I highlight a different Google Ads feature, and what you need to know to get the best results from it, all in a quick 3-minute read. Let’s explore a powerful tool that can help your Google Search ads stand out and improve your click-through rates: keyword insertion. This is the closest thing we have to a “hack” in Google Ads, so be sure you’re not missing out on this tactic! I’ll cover: What is keyword insertion? Why should you use keyword insertion? How to use keyword insertion Best practices for keyword insertion …

There are numerous reports that the Google Search Console API is delayed and not showing data sooner than this past Thursday, February 20th. If you use this API for your own tools, or bring in this data through Looker Studio reports, Big Query or other tools, your reports may be delayed. More details. The delays started around last Wednesday and some are now saying some data for Thursday is slowly coming in. However, generally, data is as recent as today through the Search Console API. The web interface is not impacted, so you can get data from going to Google Search Console directly. Some are saying data for Thursday is now coming in, but others are not sure…

Sticking to the same set of keywords in your paid search campaigns might feel safe, but it can limit your reach. Consumers search in countless ways, often using terms you may not have considered. To stay competitive – whether you’re scaling your budget, chasing growth goals, or trying to revitalize PPC performance – you must identify and fill keyword gaps. Here’s how. Keyword tools Google’s built-in Keyword Planner (and Microsoft’s equivalent product) provides a natural starting point for researching additional keywords. The tool can automatically filter out existing keywords in your account so you can easily see new suggestions. You can use Keywo…

Google will be replacing Google Assistant with Gemini later this year, this is across mobile phones, tablets, cars and devices that connect to your phone, such as headphones and watches and even some TV-connected devices. This comes as no surprise to most, because when Google launched Bard (the name Google used for Gemini early on), Google said it would bring Bard features to the Google Assistant. Then in early 2024, Google removed a ton of features on the Google Assistant. Impacted devices. Google wrote, “Over the coming months, we’re upgrading more users on mobile devices from Google Assistant to Gemini; and later this year, the classic Google Assistant will no…

Google’s Gemini AI could eventually become an advertising platform, with CEO Sundar Pichai hinting at “native ad concepts” during the company’s earnings call. The big picture: Gemini currently offers a free tier and paid subscription options Pichai signaled potential future advertising integration The company plans $75 billion in capital expenditures this year to advance AI capabilities What they are saying. “We always want to lead with the user experience and we do have very good ideas for native ad concepts,” Pichai told investors. Why we care. Gemini represents a massive potential new ad platform with sophisticated targeting capabilities. Google’…

Meta ads are evolving, and understanding the right video formats can make a big difference in your ad performance. Here’s how 9:16 and 4:5 videos can help you get better results in Meta, and even across TikTok and YouTube Shorts. The power of Meta’s video innovation Many ecommerce brands have found success using Meta ads. However, many of these brands don’t understand the formatting details that, when used correctly, can drive better results. For context, Meta has undergone more changes than other platforms like Google Ads (which together form the digital advertising duopoly). While Google Ads is older, Meta continues to innovate. It first entered…

Google introduced a new prediction model to better evaluate the quality of landing page experiences for search ads. This update is designed to reduce frustrating ad experiences and make it easier for users to find the information they need without unnecessary backtracking. Driving the news. Google’s new model improves its ability to predict whether a landing page provides a seamless experience. The focus is on reducing “unexpected destinations” by evaluating whether pages offer easy navigation to relevant content. Ads leading to hard-to-navigate pages are now less likely to appear in search results. Why we care. This update encourages advertisers to prioritize…

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…

Many assume LinkedIn Ads is an easy-to-use platform: just set your budget, pick your audience, and let the leads roll in. But in reality, small mistakes can add up fast, costing your organization thousands with little to show for it. This article breaks down five of the most common LinkedIn Ads mistakes – from targeting missteps to overlooked settings – and how to fix them. 1. Using age as a targeting criterion You probably don’t remember this, but when you created your LinkedIn profile, you were never asked for your age or birth year. That means LinkedIn has no direct way of knowing how old you are (which, honestly, I don’t mind). Instead, it make…

X launched two new features to help advertisers automate ad creation and analyze real-time ad campaign performance. The new features – Prefill with Grok and Analyze Campaign with Grok – are (as the names imply) powered by Grok, X’s AI assistant. Prefill with Grok. Enter your website URL and Grok will generate ad copy, imagery, and a call-to-action headline. You can tweak as needed. Here’s what it looks like: Analyze Campaign with Grok. Grok will analyze campaign data and offer insights and recommendations to optimize targeting and creative strategy. What’s next. The rollout, which began Feb. 21, will continue in phases to advertisers. Why we care. This…

Being great at PPC isn’t just about launching campaigns and optimizing bids. It’s about making an impact, proving your value, and building a reputation that accelerates your career. Whether you’re an in-house marketer, agency professional, or freelancer, standing out in the PPC world requires technical excellence and strategic visibility. After working at several agencies before starting my own, I’ve seen firsthand what separates top-tier PPC professionals from the rest. Success in this industry isn’t just about knowing the platforms. It’s about positioning yourself as an indispensable expert. While this playbook is built around PPC, the principles …

Google Product Studio is now available within Google Business Profiles. This allows you to edit the background scenes of your products within your local listing using Google’s AI features. Product studio is already available within Google services including Google Merchant Center and Google Ads, and is now available within Google Business Profiles. More details. Google community manager, Kara, posted about this news in the Google Business Profile forums and wrote: “We’re excited to announce that you can now change the background scene of your product with Product Studio, a generative AI tool which helps you create engaging imagery to showcase your products.” …

Imagine this: You are a wealthy art lover seated in a room filled with beautiful paintings and surrounded by other art lovers. You have a numbered paddle in one hand and a glass of champagne in the other. You are at the center of an auction and about to bid against all the other people in the room for the artwork you want. Now imagine you are blindfolded! The auctioneer’s rapid-fire speech guides you as prices go higher and higher. You periodically raise your paddle to make a bid; you assume that those around you are doing the same. But what if they’re not? What if the joke is on you, and you’re feverishly raising your paddle again and again to win the auction w…

A majority of marketing leaders are diversifying and adjusting their strategies due to AI search, the fragmentation of search, and a potential Google breakup, according to a new survey from enterprise SEO platform Botify. Why we care. SEO continuing to change. Quickly. ChatGPT and other generative/answer engines have the potential to reshape the search paradigm. Meanwhile, more people believe Google’s search quality is in declining (in part due to AI Overviews taking over the most valuable space in search results and brutal algorithm updates). And many sites are seeing the erosion of organic traffic from Google. The big picture. 62% of marketing leaders said they …

Search is evolving, and social platforms are now at the heart of discovery. Pinterest, in particular, has emerged as a powerful visual search engine, driving traffic and engagement for brands, bloggers, and businesses. Unlike traditional social media, which thrives on conversations and real-time interactions, Pinterest is built for intent-driven discovery – where users actively seek inspiration, ideas, and products. This presents a unique opportunity for search marketers. Pinterest users often arrive with high intent, making it an invaluable platform for organic visibility and referral traffic. To maximize discoverability, understanding how Pinterest…