How to prevent PPC from cannibalizing your SEO efforts

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How to prevent PPC from cannibalizing your SEO efforts

If you manage both SEO and PPC, striking the right balance is key to maximizing efficiency and ROI. 

When paid search campaigns compete with high-performing organic listings, brands end up spending more while gaining little additional traffic. 

Keyword cannibalization dilutes search performance, inflates costs, and reduces overall marketing effectiveness.

This guide will help you recognize the warning signs of PPC cannibalization, test its impact, and implement strategies to ensure both channels work together for optimal results.

Signs your PPC campaigns are cannibalizing your SEO rankings

Declining organic click-through rates

If your organic rankings remain stable but CTRs are dropping, your paid ads might be stealing traffic from your organic listings. 

This is usually the result of branded or high-ranking keywords being simultaneously targeted in PPC campaigns.

It’s also important to note that additional SERP features, ad placements, and AI-driven search results have contributed to a general decline in organic CTRs across the board.

Increased PPC clicks with no overall traffic growth

If PPC campaigns drive more paid traffic, but total website visits remain unchanged, your ads may be diverting clicks that would have otherwise come from organic search.

Google Analytics 4 (GA4)’s Traffic Acquisition Report makes identifying this issue easier. You can compare period-over-period traffic changes by channel side by side.

GA4 Traffic Acquisition report

Organic conversions declining while paid conversions increase

If paid search conversions are rising but overall conversions remain flat or decline, PPC may be cannibalizing organic conversions rather than expanding your reach.

This is especially common with Performance Max (PMax) campaigns, which often prioritize branded terms for their higher ROI. More on that later.

Dig deeper: How to maximize PPC and SEO data with co-optimization audits

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3 steps to prevent PPC from cannibalizing your SEO

1. Audit PPC and SEO keyword overlap

Not all overlapping PPC and SEO keywords cause cannibalization. 

However, to safeguard your top-ranking keywords, exclude them from your PPC campaigns.

To speed up your analysis, filter organic search terms where your website ranks position 4 or below – since most clicks go to pages ranking in positions 1-3.

Additionally, sort search terms by click volume to identify phrases most susceptible to cannibalization. 

Then, cross-reference your organic search terms with your Google Ads Search Terms report to pinpoint where you’re paying for traffic you’d otherwise get for free.

2. Use negative keywords to exclude strong SEO performers

If certain terms already perform well organically, you can use negative keywords to prevent them from triggering paid ads. 

By applying exact-match negative keywords, you avoid cannibalization while still targeting related peripheral phrases in your ads.

Google Ads Negative Keyword tool

Dig deeper: How to use negative keywords in PPC to maximize targeting and optimize ad spend

3. Refine brand bidding strategies and implement brand exclusion lists

Bidding on branded terms is often unnecessary since users searching for a brand already intend to visit its website.

Paying for traffic that would otherwise be free is rarely a good investment.

However, PPC brand bidding becomes essential when competitors target your brand.

In such cases, recapturing your brand space is a necessary expense – but fortunately, it’s much cheaper than bidding on a competitor’s brand.

The importance of brand exclusion lists

Brand exclusion lists help prevent wasteful spending on branded queries where organic listings already dominate. 

This ensures PPC budgets are focused on non-branded, high-intent searches rather than duplicating organic traffic. 

This is especially critical for PMax campaigns, which aim to drive positive ROI, often through low-cost branded visibility with high conversion potential.

One example of branded cannibalization my team identified involved a branded PMax campaign that inadvertently paid for an estimated $500,000 in organic revenue. 

Since PMax campaigns receive premium visibility – even in areas where results may not be highly relevant – this campaign bid on nearly every branded term, running unchecked.

A major issue arose when a shopping carousel for the company’s two most-searched branded phrases appeared above all other SERP features. 

This pushed the usual search ad lower on the page and forced the organic homepage listing completely out of view without scrolling. 

As a result, impressions dropped by 12%, and organic clicks fell by 33%.

If you haven’t yet taken steps to prevent your campaigns from bidding on your brand, make sure to check Google’s guide to brand exclusions. 

Benchmark your SEO performance on branded terms before launching PMax campaigns to make identifying cannibalization easier.

Dig deeper: Google brings negative keyword exclusions to Performance Max

Special considerations for Performance Max campaigns and targeting options

PMax campaigns use AI-driven automation to serve ads across Google’s entire inventory, including Search, Display, YouTube, Discover, Gmail, and Maps. 

Unlike traditional PPC campaigns, PMax lacks detailed keyword-level control, making it difficult to prevent overlap with organic rankings.

How PMax can cannibalize SEO traffic

  • Broad matching across multiple channels: PMax may automatically target keywords where your brand already ranks well organically, leading to unnecessary ad spend.
  • Limited transparency on search terms: Without keyword-level reports, identifying overlap with organic rankings is challenging.
  • Competing with organic listings: PMax can push organic results further down by occupying both paid search and shopping ad placements.

Dig deeper: Performance Max vs. Search campaigns: New data reveals substantial search term overlap

Mitigating SEO cannibalization in Performance Max

  • Use account-level negative keywords: Google now allows negative keywords for PMax – exclude high-performing organic keywords to reduce redundancy.
  • Optimize asset groups and search themes: If certain categories already perform well organically, ensure PMax focuses on different product lines or services. Since PMax is designed for maximum reach, precise targeting is essential.

Tests to confirm PPC is cannibalizing SEO

  • Run a PPC pause test: Temporarily pause PPC ad groups or use exact-match negative keywords for strong organic terms. If organic traffic, CTR, and conversions improve, PPC may be cannibalizing SEO.
  • Compare pre- and post-bid adjustments: Lower PPC bids on high-ranking organic keywords and track shifts in paid and organic performance.
  • Analyze assisted conversions in Google Analytics: Determine whether PPC ads drive conversions that organic search alone wouldn’t achieve. If not, adjustments may be needed.
  • Monitor organic CTR changes: Use Google Search Console to analyze CTR fluctuations for top organic keywords before and after PPC campaigns launch.

Aligning PPC and SEO requires careful keyword management and strategic bidding

Reduce ad spend where possible and avoid paying for traffic that would otherwise be free.

For Performance Max campaigns, mitigating SEO cannibalization through negative keywords and refined targeting ensures a balanced approach. 

A well-coordinated PPC-SEO strategy improves efficiency and maximizes the value of digital marketing investments.

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From search to AI agents: The future of digital experiences

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From search to AI agents- The future of digital experiences

We rely on search engines to find information every day, but what if there was a better way? 

Instead of manually gathering details from multiple sources, AI agents can do the heavy lifting for you. 

They don’t just retrieve information. They analyze, organize, and personalize it in real time.

This article explores:

  • How AI agents help businesses create more personalized customer experiences.
  • The key components and frameworks behind AI-powered agents.
  • How multi-agent systems can collaborate to solve complex tasks.

From information retrieval to intelligent problem-solving

AI agents represent a fundamental shift in how we interact with AI. 

As brands, we are moving beyond passive information retrieval – a slow process of manually collecting data from various websites – to active problem-solving, where multimodal data seamlessly adapts to a preferred interface in real time.

Imagine a world where multiple independent AI agents collaborate to complete complex workflows. 

Industry experts anticipate significant transformation due to AI agents. Here’s what they have to say:

  • Satya Nadella: AI agents will proactively anticipate user needs and assist seamlessly.
  • Bill Gates: AI agents are driving the most significant software transformation since graphical user interfaces.
  • Jensen Huang: IT departments are managing AI agents the way human resources manage employees.
  • Jeff Bezos: AI agents act as digital copilots, enhancing daily interactions.
  • Gartner: Search engine volume will decline by 25% by 2026 as AI chatbots and virtual agents revolutionize customer interactions.

Today, brands have a significant opportunity to leverage AI agents as intelligent virtual teammates, enabling businesses to deliver hyper-personalized experiences.

As AI agents and technology evolve, we are moving away from the time-consuming effort of manually gathering information. 

In the future, AI agents will interact with one another, collect relevant data, organize it to match user preferences, and deliver it seamlessly – creating a faster and more efficient experience.

ai-agents-impact-on-humans.

Dig deeper: Mastering AI and marketing: A beginner’s guide

To understand how AI agents deliver these intelligent, real-time experiences, we need to break down their core components. 

Let’s explore the anatomy of AI agents and how each layer contributes to their functionality.

Anatomy of AI agents 

AI agents are designed to enhance the capabilities of LLMs by incorporating additional functionalities. 

Agents have four layers:

  • Foundation layer.
  • Application layer.
  • Management layer.
  • Data layer. 
anatomy-of-an-agent

An AI agent typically consists of the following components:

  • Memory: Stores past interactions and feedback to provide contextually relevant responses. Memory resides in the data layer.
  • Tools/Platform: Retrieves real-time data and interacts with internal databases. The chosen tools and platforms are part of the application layer.
  • Planning: Uses reasoning techniques to break down complex tasks into simpler steps.
  • Actions: Executes tasks based on insights from LLMs and other sources.
  • Critique: Provides a feedback loop for actions based on different use cases to ensure accuracy.
  • Persona: Adapts to different roles, such as research assistant, content writer, or customer support agent.

Planning, actions, critique, and persona identification occur in the management layer.

Frameworks for building AI agents

There are many frameworks available for building AI agents and multi-agent systems, each catering to a different need:

  • AutoGen (Microsoft): Focuses on conversational AI and automation.
  • CrewAI: Designed for role-playing agents that collaborate effectively.
  • LangGraph: Structures agent interactions in a graph-based model.
  • Swarm (OpenAI): Primarily for educational purposes.
  • LangChain: A popular framework enabling AI agents to work with LLMs and other tools.

Each platform offers unique advantages based on the task’s use case, scalability, and complexity.

Multi-agent AI systems and their importance

multi-agent-application-examples

A multi-agent system consists of multiple AI agents working seamlessly, each performing a distinct function to collaboratively solve problems.

These systems are particularly useful for handling complex scenarios where a single AI agent might struggle. 

Below is a simple example of a multi-agent system:

  • Query processing agent: Breaks the question into multiple parts.
  • Retrieval agent: Fetches relevant data from internal sources.
  • Validation agent: Verifies the response against various parameters such as brand voice and query intent.
  • Formatting agent: Structures the response appropriately.

This structured approach to distributing responsibilities among agents ensures more accurate and intelligent responses while reducing errors.

Before exploring how AI agents deliver real-time personalization, let’s look at why traditional methods are no longer enough.

Dig deeper: AI optimization: How to optimize your content for AI search and agents

Why AI-powered personalization is essential

As data availability declines and user expectations rise, businesses can no longer rely on traditional methods to understand customer intent. 

The shift away from third-party cookies, the rise of zero-click content, and the demand for real-time, tailored experiences have made AI-driven personalization a necessity.

AI enables businesses to analyze behavior, predict intent, and deliver dynamic, personalized experiences at scale – from search and social to email and on-site interactions. 

Unlike static personalization, AI adapts in real time, ensuring relevance across every customer touchpoint.

With traditional strategies losing effectiveness, AI agents offer a smarter, more scalable way to engage and convert audiences.

Dig deeper: How to boost your marketing revenue with personalization, connectivity and data

Delivering personalized experiences with search and chat agents

Modern websites are no longer one-size-fits-all. They provide immersive experiences tailored to each visitor’s intent. 

AI agents enable this through two key approaches:

Search agents 

Traditional site searches relied on keywords and filters, which have limitations with multimodal searches (like voice or visual) and long-tail queries. 

They also require more user clicks, increasing the likelihood of search abandonment. 

AI-powered search agents overcome these challenges by delivering a more intuitive and efficient on-site search experience.

Chat agents

Early AI chatbots responded using pre-programmed scripts or existing website content. 

Today, advanced chat agents offer personalized experiences using audience data. They can:

  • Build detailed user profiles.
  • Understand user intent by analyzing historical interactions and purchase data.
  • Learn from similar interactions to ask relevant follow-up questions.
  • Adapt on-site experiences in real time based on user behavior.
  • Inform cross-channel marketing strategies – such as email, social, paid, and retargeting – using insights gathered from user interactions.

AI agents also offer industry-specific personalization. Brands can implement:

  • Digital marketing automation agents.
  • Customer support chat agents.
  • Specialized solutions, like:
    • Financial risk assessment agents.
    • Automotive inventory management agents.

Personalize or perish

Many businesses still view personalization as optional. 

In reality, without personalized experiences, traffic and conversions will decline, leading to higher marketing costs and lower ROI as more spending is needed to attract, engage, and convert visitors. 

To improve efficiency, AI-powered personalization offers a scalable, intelligent, and adaptive solution.

Dig deeper: Hyper-personalization in PPC: Using data to deliver tailored ad experiences

Read more at Read More

How to Leverage Snowflake and OneTrust for Consent Management at Scale by Snowflake

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Join experts from OneTrust and Snowflake for an exclusive look into how modern organizations are integrating privacy and consent management into their data ecosystem. In this session, Snowflake and OneTrust will share real-world use cases and insights into how organizations are activating consent for marketing purposes, all while streamlining compliance at scale.

Tune in on March 4 to learn about:

  • The intersections between consent, privacy, and data governance
  • How enterprise brands integrate privacy and consent management with Snowflake
  • OneTrust’s new Native App for accelerating compliance workflows within Snowflake

This session is perfect for marketers, data governance professionals, and anyone looking to improve their data privacy practices with real-world examples. Here is the link to learn more and register >>

The Details

Webinar:
How Privacy-First Marketers Leverage OneTrust and Snowflake for Consent Management at Scale

Date: March 4, 2025
Time: 10 am PT / 1 pm ET

Link to register: Here!

Read more at Read More

Why traditional keyword research is failing and how to fix it with search intent

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Why traditional keyword research is failing (and how to fix it with search intent)

After 25 years of working in SEO, I’ve seen firsthand how traditional keyword research methods fail to keep up with Google’s advancements. 

In my SMX Next presentation, I challenged SEOs to go beyond outdated keyword methodologies and embrace an intent-driven approach. 

Here are six key insights from that session.

1. Traditional keyword research is failing us

Traditional keyword research is no longer enough. 

We’ve relied on tools that provide data on competition, search volume, and relevance, but they don’t uncover the hidden context behind searches.

For years, SEOs have prioritized high-volume, low-competition keywords, assuming this would drive results. 

While this may have worked for the simpler, lexical-based Google algorithm of the early 2000s, this approach falls short because it ignores search intent.

For example, a keyword like “solar panels” may have high search volume. 

But without context, it’s impossible to determine whether users are looking for products, financing options, or general information. 

Without understanding intent, marketers risk attracting traffic that never converts. 

Today, success depends on moving beyond search volume and focusing on search intent.

Dig deeper: How to optimize for search intent: 19 practical tips

2. Google is an AI search engine

Google isn’t one monolithic AI algorithm – it’s a collection of AI systems working together to:

  • Understand queries.
  • Classify content.
  • Deliver the best results.

Here’s what’s changed:

  • Google has improved its understanding of keywords and content.
  • There is a strong emphasis on user experience, with Google prioritizing content that is easy for users to consume.
  • Google ranks pages based on relevance to intent, even if the exact keywords are missing.

For SEOs, this means that content must align with search intent – not just keywords. 

Well-structured, high-value content that directly addresses users’ questions will outperform pages optimized solely for keyword density.

Dig deeper: Content mapping: Who, what, where, when, why and how

3. The best way to uncover intent? Read the SERPs

The number one way to understand search intent is to study the search engine results pages (SERPs).

Rather than guessing what a keyword means, analyzing what Google is already ranking provides a clear picture of the dominant intent behind a query.

For example, I once worked with an ecommerce company selling biscotti cookies. 

Initially, they targeted high-volume keywords like “chocolate biscotti,” expecting strong results. 

However, a quick SERP analysis revealed that most top-ranking results were recipes, not product listings.

This indicated that searchers weren’t looking to buy biscotti – they wanted to bake it. 

Instead of chasing high-volume terms with mismatched intent, the company shifted its focus to lower-volume keywords with strong purchase intent, ultimately improving conversions.

Blindly following keyword tools without SERP analysis can lead to content that attracts traffic but fails to convert.

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4. Prioritize search intent over keywords

The real question isn’t just what keywords people are searching for – it’s why they’re searching.

As Google increasingly prioritizes intent over keywords, SEO strategies must evolve accordingly. A three-step process can help align keyword research with search intent:

Identify target intents

Before diving into keyword research, define 5-6 core search intents that align with business goals. Examples include:

  • “Compare mortgage rates” (for financial services)
  • “Best protein powders for weight loss” (for fitness brands)

Filter keywords by intent

Rather than focusing solely on search volume and competition, filter keywords based on clear purchase or action intent. 

This approach refines traditional keyword research to focus on what actually drives conversions.

Choose content formats that match intent

Content should match the searcher’s intent, which often requires moving beyond standard blog posts. Some high-performing content formats include:

  • Comparison articles (“Best budget vs. premium running shoes”)
  • Niche buying guides (“How to choose an ergonomic office chair”)
  • Interactive tools (e.g., mortgage calculators, pricing estimators)

By aligning keywords with intent and content formats, SEOs can dramatically improve engagement and conversion rates.

Dig deeper: Rethinking your keyword strategy: Why optimizing for search intent matters

5. Invest in content formats that convert better

Middle-of-the-funnel content – like comparison pages, niche buying guides, and Q&A pages – tends to rank better and convert more effectively than generic blog content.

With AI-driven search results delivering direct answers, traditional educational blog posts are losing traction. 

To stay competitive, marketers must create high-value content that serves the searcher’s next step.

Some of the best-performing content types include:

  • Comparison content (“Best DSLR cameras under $1,000”).
  • Niche buying guides (“Ultimate guide to ergonomic keyboards”).
  • Interactive tools (e.g., ROI calculators, pricing estimators).
  • Video-first content, which improves engagement and differentiation.

Shifting to intent-driven content formats can significantly boost both rankings and conversions.

Dig deeper: Writing people-first content: A process and template

6. Use AI wisely, but prioritize customer insights

AI tools are valuable for analyzing SERPs and understanding search intent, but they are not a substitute for real customer insights.

The best way to understand what searchers want is to talk to actual customers. Conversations, chat logs, and feedback from sales teams offer deeper intent insights than AI alone.

For those who don’t have direct access to customers, speaking with sales representatives can be just as effective. 

Sales teams repeatedly hear the same customer questions, making them an excellent source of content ideas and keyword strategy insights.

Dig deeper: How to optimize your 2025 content strategy for AI-powered SERPs and LLMs

[Watch] Next-generation SEO keyword research: Shift from traffic to search intent

Want to take your SEO strategy to the next level? Watch my full SMX Next 2024 session here.

Read more at Read More

Content marketing in 2025: 6 strategies you can’t ignore

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Content marketing in 2025: 6 strategies you can't ignore

As marketers, we love to explore emerging strategies and trends to stay ahead of the curve.

However, what’s relevant and effective is always changing, despite countless case studies and think-pieces predicting the next big trend.

Content marketing, in particular, is highly susceptible to speculation and testing because it is fluid and heavily influenced by consumers’ behaviors and interests at any given moment. 

This makes it interesting, innovative and challenging.

So, what are the predictions for content marketing in 2025? Let’s dive in.

1. Spark inspiration with ‘visionary’ content

Robert Rose recently covered an emerging trend – visionary content.

Inspired by Matthew McConaughey’s TED Talk, where the actor shares his sources of motivation and inspiration, Rose relates these themes to the content.

Specifically, that content should not only appeal to the needs of one’s target audience but inspire, by giving them:

  • Something to look up to.
  • Something to look forward to.
  • A (common) hero to chase.

Whereas much recent content has focused on addressing consumers’ challenges and pain points, visionary content is more aspirational, future-thinking, and goal-oriented. 

It provides users with a vision of the future, an appetite for new ideas, and a call to look beyond their current condition. 

In Rose’s words, visionary content “lights the spark of inspiration.” For example, this could be: 

  • A sustainability brand sharing its vision of a zero-waste future.
  • A financial service company talking about the benefits of decentralized finance and what that might mean for society.

Visionary content allows brands to shape industry conversions rather than react to them. 

It helps nurture a loyal and engaged audience that looks to the brand for innovation, inspiration, and guidance. 

For brands looking to capitalize on visionary content, this means creating content that’s future-thinking, often conceptual and gives users a vision of what’s possible. 

2. Leverage short-form video for maximum reach

Short-form video formats like Instagram Reels and YouTube Shorts are nothing new, but their prevalence and importance are expected to ramp up in 2025. 

This is due in no small part to the “fast-paced nature of online consumption,” as highlighted by Forbes. 

Today’s users consume content at a rapid pace, looking for digestible information that’s easy to watch and even easier to share. 

Delivering value in bite-sized videos has allowed brands to reach more eyes in less time and increase the virality of their content. 

An economical way to create more short-form videos at scale is to repurpose long-form videos into soundbites. 

This often involves creating videos for YouTube (where there is evergreen, organic value) and then circulating shorter clips via Shorts, Reels, TikTok, etc.

Industry disruptor Gary Vee is a prime example of this, as he routinely publishes long YouTube videos, cuts clips of these videos, and reposts them on social media. 

If you manage multi-channel campaigns for clients, you can leverage a similar approach without creating unique, short-form videos.

From scriptwriters to video editing software, AI tools will make it easier for brands to generate short video content at scale.  

Dig deeper: The future of SEO content is video – here’s why

3. Optimize content for large language models (LLMs)

Until recently, SEO largely focused on optimizing for search engines like Google. 

However, with the emergence of large language models (LLMs), there’s more “digital real estate” to optimize and maximize organic traffic. 

This shift has given rise to LLM SEO, which focuses on enhancing content visibility and ranking within AI-driven search engines.

The results of LLM SEO mechanics can be seen when you conduct a Google Search and Google Gemini (Google’s AI model) surfaces summarized results. 

These results are pulled from websites that may be purposely (or inadvertently) utilizing LLM SEO.

What does that mean for you?

In addition to traditional SEO efforts, it may be beneficial to deploy LLM-specific strategies. 

While this area of marketing is still in its infancy, some strategies that have emerged include:

  • Implementing structured data markup in website content to help search engines and LLMs better “read” and interpret the information.
  • Incorporating contextual “cues”, via keywords (focus on semantic relevance and authoritativeness), in your content for LLMs to better understand what your content is about and how it relates to a user’s search. 
  • Consistently citing relevant and reputable sources via links, with up-to-date information from legitimate publications. This can increase the “trust” factor in SEO, making it more likely that LLMs will assess your content as reputable. 

Stay attuned to developments in LLM SEO to maximize your content’s ranking and traffic potential.

Dig deeper: Decoding LLMs: How to be visible in generative AI search results 

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4. Build high-performance content teams

The true power of content performance lies in the team. 

Without passionate and experienced people driving the strategy, even the best tactics can fall flat. 

People bring everything together – from conceptualization to execution to measurement and improvement.

Marketers rated having “high-performing team members” as the second leading factor in their content marketing success (second only to “understanding [one’s] audience”), per CMI’s recent report.

CMI survey on content marketing success

The same study reported that 86% of marketers have a dedicated content marketing team or staff person.

Building the right content team is a top priority for marketers and brands heading into 2025. 

Over-reliance on automation, tools, or contracted writers can lead to a fragmented strategy.

It’s essential to have someone steering the content’s focus, goals, and priorities.

What should you be looking for when it comes to building a team?

For one, diversity of experience. 

Look for team members who bring diverse skills, from SEO to copywriting to social media marketing, and can apply this experience to develop a robust content marketing plan.

Additionally, seek out team members who are collaborative and encouraging. 

You will want a content team that feels empowered to share new ideas, support each other, and stay attuned to emerging trends in your space. 

5. Apply psychological concepts to content

Personality psychology has many applications in content creation and marketing. 

By understanding key psychological principles, you can tailor messaging to better meet the needs of specific consumer profiles.

The study of personality types can help predict user motives, understand behavior, and craft more effective messaging. 

This leads to content that resonates more deeply with target audiences, boosting engagement and driving conversions.

In 2025, I expect psychology to play a bigger role in marketing, from analyzing Google search behavior to crafting compelling stories and influencing user actions. 

Explore psychological insights to better understand how users navigate the web and make purchasing decisions – and how to apply this knowledge to content marketing.

Dig deeper: Content creation: A psychological approach

6. Differentiate your brand by balancing AI and human content

AI-generated content has been a hot and controversial topic in recent years.

You’ll find countless technologies that leverage AI-driven algorithms and concepts, expanding across sectors like SaaS, data analytics, and SEO. 

Meanwhile, content purists remain resistant to AI-generated videos, art, blog posts, and more.

And then there’s everyone else in between.

Amid these polarized views, a growing trend is resistance to AI-generated content. 

Some consumers are put off – or even jaded – by AI content that lacks originality, personality, and authenticity. 

Conduct a casual search for conversations around AI, and you’ll find many articles and posts demonstrating the same. 

One report found that half of consumers see the use of AI as a “turnoff.”

AI-assisted content creation isn’t going away. It has its place. 

However, rejecting it could become a competitive differentiator for brands. 

Some may take an ethical stance against AI – promising never to use AI-generated content – which could resonate with audiences who prefer human-created work. 

For example, Dove has stated that they will never use AI to represent human bodies in their ads.

Each brand must decide if this stance aligns with their goals and values, as neither choice is inherently better. 

However, given the ongoing debate, more brands are likely to take a stand on AI content soon.

While these trends are not set in stone, there are clear signs they will be relevant in 2025. Only time will tell how they will unfold. 

Stay curious, keep testing, and listen to real-world conversations – often, the best insights come from the people we aim to serve.

Read more at Read More

Choosing the right platform for your business website

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Every business needs an online presence. Building a business website could be one of your most important decisions. But after that decision comes another question: Which platform should you choose to build your business site on? This depends on what kind of website you need, your resources, and your expertise.

Table of contents

Define your website’s purpose

Before proceeding, begin by describing your website’s goal. What does your website need to do? Do you need an online store, a simple way to present your company, a blog, or a portfolio? Your main goal should influence the rest of your choices and help you find a platform with the features you need.

If you run an ecommerce site, you’ll need great shopping cart functionality, secure payment options, and features to manage your inventory. If you focus on blogging or need a portfolio site, you’ll probably want good content management options, a flexible design, and ease of use. Once you understand your needs, you can narrow down the list of platforms.

Thinking deeply about the purpose of your website can also help you plan for the future. If you think you’ll expand the site with more products or a wider range of services, choosing a platform that can scale and evolve with your business might be a good idea. 

Do you have technical expertise and resources?

One of the most important questions to answer when deciding on a platform for your business website is whether you have technical knowledge. Some of the website builders available right now have an easy-to-use interface that requires little to no coding skills. Some even use AI to help you build a website from scratch by simply describing it. Other platforms and CMSs give you direct influence on the appearance and workings of your website, which needs technical expertise. 

If you’re not technical or don’t have a technical team backing you, looking at online platforms with drag-and-drop editors and pre-designed templates might make sense. With these, you can have a professional-looking website without writing code or understanding backend systems. Brands like Wix, Duda, Web.com, and Squarespace are some options that function like this.

However, if you have the technical resources or plan to hire a developer, a content management system like WordPress gives you more flexibility and customization options. WordPress is a popular option — it powers over 40% of websites. It’s known for its extensive plugin ecosystem — with powerful tools such as Yoast SEO — and a vibrant community. 

Remember, though, that choosing a CMS that requires more technical input also requires maintenance and occasional troubleshooting, which could increase costs in the future. 

There are a couple of things you need to consider when building a website for a business. First, you must understand your skill level. Second, you’ll have to find out if you have resources and support. This helps you decide whether a simple site builder or something more open-ended is the better investment for you.

Types of website platforms

Building a proper website for a business means exploring various options. Experiment and find out which online platform matches your requirements and needs. Just remember that there is not a single “best” platform that works well for all businesses. Every tool has its strengths and weaknesses. 

Consider the  popular options

There are many tools to help you build company websites, but you do not need to try every one. You can probably make do with the most popular options, as these have proven their worth.

WordPress

WordPress is the most popular CMS and offers an amazing selection of themes and plugins. You can customize it in any way you think, giving you great control over the platform. WordPress is a great option if you want to create a website for a business that can adapt over time. The CMS performs well in the search results and can grow with your content needs. WordPress is great for:

  • Best for bloggers and content creators: Ideal for content-rich sites with robust publishing features.
  • Best for customization: Offers extensive themes and plugin support to tailor every aspect of your site.
  • Best for SEO and flexibility: It is highly adaptable for businesses and developers aiming to optimize and expand their online presence.
  • Best for ecommerce: Seamlessly integrate WooCommerce for powerful online store features and e-commerce capabilities.

Read more: 10 reasons why you should use WordPress

Shopify

Shopify is a great all-in-one ecommerce option for companies selling products online. It handles everything from hosting to security and from payments to integration. Shopify makes it easy to build an online store. It has lots of features to help you scale your business. Shopify is good if you want a solid option to get started quickly.

  • Best for online retailers: Ecommerce-friendly, easily set up to manage and grow an online store.
  • Best for secure transactions: Integrated payment gateways and reliable security features ensure peace of mind.
  • Easiest to scale: Intuitive interface helps startups and growing businesses manage stores efficiently.

Read more: Picking an ecommerce platform: WooCommerce or Shopify? 

Wix and Squarespace

These platforms are for users who want simplicity. They come with built-in templates and handy editors. Wix and Squarespace are good options for small businesses, creatives, and professionals who want to build a nice-looking portfolio or simple business website. These are the best options for users who want ease of use over extensive flexibility and customization options. 

Other options

Of the other platforms, Adobe Commerce (formerly Magento), Drupal, or Webflow may also be worth looking at if you have specific needs. Adobe Commerce is useful if you need a large-scale ecommerce environment. Drupal is great for handling larger sites with complex data needs (although the project recently launched a simplified option called Drupal CMS). Webflow is a middle ground with design flexibility and editing capabilities.

While we list several of the best platform options available, you should base your choice on your needs, requirements, security levels, and desired functionality. 

Scalability, customization, and security

Choosing the right platform to build your business site isn’t just about here and now. You should also think about scaling your sites once your business grows. 

Scalability

When selecting a platform, consider whether it can handle increased traffic and additional content you might need. Can you expand your capabilities as your business grows? For example, if you plan to add more products or expand your feature set, you need a website solution that scales without much work. Look for features, services, and plans that support growth.

Customization

Your business is unique, and so should your site reflect your unique brand. The platform you pick should give you plenty of options to customize your business site. It shouldn’t just let you pick from a selection of templates but also offer the options to change design elements, add custom code, and integrate tools you need to build your business. Platforms that offer much flexibility allow you to do what you want. This helps your site feel fresh and aligned with your brand. 

Security

Security is essential for a business website. As we hear more stories about data breaches and online threats, you should choose a platform that values security. You should consider SSL certificates, server security, software updates, and secure payment options for ecommerce sites. A reliable site builder should have proper security protocols to protect customer data. 

Managed hosting services or SaaS platforms like Shopify often handle WordPress security automatically for you, but you should double-check it. If you go the self-hosted route, you should make sure that you have the resources available to manage the security of your business site. 

Budget and cost considerations

For many, cost is the most important factor when choosing a website platform for a business. However, it’s important to consider both the short-term and long-term investments. Make sure that your budget evolves as your site does. 

Upfront and ongoing fees

Site builder platforms all work with subscriptions, but sometimes, one-time costs are involved for themes, plugins, or other features. For example:

  • Subscription fees: Site builders such as Squarespace and Wix charge a monthly fee for hosting the site, accessing features, and support.
  • Hosting and domain costs: If you choose a CMS like WordPress or Drupal, you must budget for web hosting, domain registration, and premium themes and plugins. Investing in a more premium hosting plan often leads to better performance. Of course, you can also have a custom theme built by an agency or solo developer, which would also cost money.
  • Transaction fees: Online stores need payment systems, and some platforms charge money for handling transactions. These costs can add up if you move a lot of volume. 

Value over time

Picking the cheapest option might sound sensible, but you should consider the costs over a longer time. A highly scalable platform with a long list of features and a good support team might cost more initially but could save time and money in the long run. Look at the full package and see which platform offers the best mix of price and functionality. 

Testing and trials

Be sure to try out the different options. Many website builders offer free trials or demo versions. Use these to explore the capabilities before you sign up for a specific plan. Testing the interface and features gives you a better understanding of whether this product meets your wishes. This is a good way to avoid making the wrong decision, which could lead to extra costs or limited growth.

Additional considerations and support

After you’ve crossed off the technical and monetary questions from your list, a few questions still need to be answered. 

Customer support

Your website is central to your business, so keeping it up and running is essential. For this, you need a platform with good support. Access to good customer service is a huge help if you run into issues or you’re trying to implement new things. Look for platforms with various ways of contacting support (email, phone, chat) and ample documentation available. Platforms with proper support can reduce downtime and help you on your way quickly.

Integrations and marketing tools

Websites are the centerpiece of a business strategy, and they should not live alone. Find out if your preferred platform integrates with business tools like CRM systems, email marketing services, and social media platforms. Many site builders now include built-in SEO tools to rank your site in search engines. And if they don’t, Yoast SEO has plugins for WordPress, WooCommerce, and Shopify. Choose something that matches your existing digital strategy.

Analytics and reporting

What would you do without knowing how your site is performing? Data is essential to make informed decisions. Analytic tools show how visitors behave on the site and which pages perform well. Some platforms come with built-in analytics tools, which help see how your site is doing.

Deciding on the business site platform

To recap, you can choose how to build your business website by answering these questions: 

  1. What is the goal of your website?
  2. What technical expertise and resources do you have?
  3. Which site builders have the features and scalability you need?
  4. Do the cost structure and support options fit into your budget?
  5. Can the platform integrate with your marketing and analytics tools?

Take the time to answer these questions. Then, read honest reviews of users of the various platforms and try out the demos — very important. It’s all about getting your hands dirty in this process. You need to determine which platform best fits your business while giving enough flexibility to scale when your business grows. 

We’re saying it again: there’s no one-size-fits-all solution. You should pick the platform that works today and will still work when your business has grown. It doesn’t matter if you pick an easy-to-use website builder or a highly customizable CMS, as long as it makes sense for you and your business — now and in the future. 

Now, choose a platform for your business website

It costs a lot of time and money to build a website for a business. You need to define your goals, evaluate the various platforms, and determine how you want your business to grow. Every decision you make affects how you support your business objectives. When you look at your technical know-how, budget, scalability needs, and support options, you should be able to decide which site builder to choose if you want to succeed.

The most important thing is to sign up for the free trials and demos. Don’t hesitate to contact experts or customer service for tailored advice. You should build a site that is ready for today and prepared for tomorrow. Choosing the right platform for your business helps you set up for success.

The post Choosing the right platform for your business website appeared first on Yoast.

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Web Design and Development San Diego

Search Central Live is going to New York City

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We’re excited to announce that Search Central Live is coming to New York City for the first time on March 20, 2025.
The Google Search team has organized events in the city several times, but this time we’re bringing our main Search event to the city that never sleeps.
Come and join us for a day of discussion, listening, and meeting new people.

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New in Google Demand Gen Ads: Automatically create short videos

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Google Ads is launching a new video enhancement feature for Demand Gen campaigns. The update automatically creates shorter versions of existing video ads to better engage diverse audiences.

Details:

  • The enhancement will automatically generate condensed versions of existing video ads.
  • The feature will be enabled by default across all Google Demand Gen ad campaigns.
  • Advertisers have until March 10 to opt out of the automatic enhancement.

Why we care. Short-form content consistently captures higher engagement, especially on mobile and social platforms. By automatically generating shorter video versions, this could aid in reaching diverse audiences without the added cost or effort of creating new content. This update is a low-effort way to maximize ad performance and stay competitive in an increasingly fast-paced digital landscape.

However, it may be so low effort that quality would need to be closely monitored. Be open to test but ensure the outputs match the message your original video is trying to send across.

How it works. You can manage the enhancement through ads.google.com or by working with their Google sales representatives.

First seen. This update was first brought to our attention by PPC expert Julie Friedman Bacchini, who shared the message she received from Google about this message on X:

What’s next. You have approximately one month to evaluate the feature and decide whether to keep it enabled for your campaigns.

The big picture. The feature arrives as social media platforms and advertisers increasingly pivot toward short-form video content to capture fleeting consumer attention spans.

Between the lines. This move signals Google’s growing investment in AI-powered advertising tools, helping advertisers maximize reach without increasing creative production budgets.

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7 ways to increase SEO revenue without losing clients

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7 ways to increase SEO revenue without losing clients

With marketing spending down and Google reporting higher earnings, we know that SEO is a tough sell.

Below are seven proven methods to increase clients’ payments for SEO (and the value they receive).

First, a word on value

Before I provide solid ways to increase revenue, we need to discuss value and price.

Humans are hard-wired to fear and avoid loss.

Loss aversion is heavily linked with SEO because it’s the “pay now, might gain later” of the marketing world.

So, as an offer, SEO is automatically less appealing than 99.9% of other marketing activities.

Knowing this, SEOs need to understand value like the back of their hands.

There are two components to price value:

  • Acquisition utility: The value you get from the product or service.
  • Transaction utility: How good of a deal you feel you are getting.

Research shows that losing money triggers the same area of the brain as physical pain, making financial loss feel psychologically distressing.

This is a key challenge for SEO as a service. Clients are naturally cautious, which affects how they perceive its value. 

As a result, SEO pricing tends to remain low across the industry.

I’d say businesses spend more on their Christmas party than they do their SEO.

That’s not to say we can’t increase the price we charge and earn from SEO.

It’s a gentle reminder that SEO often scares clients, especially if they are not the business owner.

Staff put their professional reputation on the line when choosing an SEO agency. 

Knowing all the above, here are seven tried-and-tested methods to increase your revenue from clients.

1. Break down your services to reduce client risk

All agencies want to have retainers, but this can create barriers.

When you ask the client to commit to a large sum but to spread that money out, this can raise alarm bells.

The compound cost of retainers can add up, and prospects look at cancellation clauses and think, “I could sink $15,000 on you and have nothing to show for it.”

To avoid this, the first concept to cover is splitting services.

Service splitting involves breaking what you do into core deliverables or projects.

This means that clients are only on the “hook” for specific elements, and they can leave at any time they wish.

Sadly, this makes forecasting hard for agencies as payments are not monthly.

Still, it can increase conversion rates, and if you price differently, you can make more revenue in stages.

2. Sell SEO strategy as a standalone service

The next key aspect to consider is separating SEO strategy and selling it as its own service.

Many agencies rush this process, often reducing strategy to nothing more than a basic to-do list with little competitive analysis or critical thinking.

By offering strategy as a standalone service, you can price it higher – charging for your time, expertise, and insights.

Dig deeper: 8 SEO costs that impact your ROI

3. Offer link building as an upsell, not an inclusion

Many SEO retainers are built with links included in the retainer. This makes your retainers seem more valuable (SEO service + links).

But by selling links as a separate service, you can price at a higher additional level.

This isn’t about delivering less value for a higher price; it’s about offering more value at a higher price and giving clients options.

4. Consider digital PR to add more value

Selling digital PR has taken off over the last few years, and for good reason. It works.

While I don’t want to flood the industry with fake PRs dressed as SEOs, digital PR is a good service to offer clients alongside your SEO deliverables.

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5. Monetize advanced analytics and insights

Most people will do reporting as standard, but much data and insights go unreported.

You can offer advanced analytics services, from set-up to detailed reporting and, more importantly, insight.

Because it’s the insight that people are often interested in the most.

One agency I know charges $2,000 for analytics reports on top of the SEO work.

6. Use SEO sprints to generate quick wins and revenue

SEO sprints allow clients to see results quickly by focusing on intensive, short-term efforts. 

While they are less common in the age of AI, some agencies still offer them.

How does it work? 

Clients pay a fixed fee for a large body of work to be completed as quickly as possible. 

This can include technical sprints, content sprints, or other focused projects – all designed to deliver significant progress quickly.

Selling sprints can be an effective way to generate additional revenue while providing high-impact results.

7. Implement smart pricing strategies to maximize client spend

Pricing is the most significant factor, which is why I’ve saved it for last.

There are many ways to approach it – the simplest is to boost revenue by increasing your prices.

But how?

Over the years, I’ve heard many ways to do this, but here are some solid methods.

Increase pricing by 10% for each pitch

Many struggle with imposter syndrome, which can hold back their confidence in pricing higher.

To defeat this, increase your prices by 10% each time you pitch until someone says no.

Once they say no, ask why, and then reduce by 10%.

The aim is to continue doing this until you reach your highest price and know the market cannot tolerate any higher.

Price architecture

This is a big subject that we don’t have time to go into detail, but essentially offer more than one price and offer.

Often seen in the SaaS market, you combine offers and pricing to create a tiered system.

Call it bronze, silver, or gold service levels if you like.

The point is that the client can pick an option that suits them but is designed to suit them.

Premium offer

Again, this is a version of price architecture.

But here, you have an ultra-high premium offer designed to make your other offer seem more reasonable.

You can have a “deluxe SEO service” at a high cost. But you show them your standard offer next to the deluxe option you give clients.

This gives them a choice, making your standard offer more appealing.

The battle in SEO will involve pipeline and sales for the next year or so. 

As the economy continues to grow at a snail’s pace, or worse, possibly contract. You will need methods to increase revenue.

Using any or a combination of the tactics above can yield more profit, which you can then invest back into pipeline development.

Because without increased profit, pipeline development can be a challenge.

Dig deeper: How much does SEO really cost

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Web Design and Development San Diego

Marketing attribution models: The pros and cons

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Marketing attribution models: The pros and cons

As third-party cookies phase out, measuring marketing performance is becoming more complex. 

Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one requires understanding their differences. 

For instance, Google Analytics doesn’t capture LinkedIn lead gen forms, while multi-touch attribution (MTA) does. 

MTA, however, misses YouTube views and other upper-funnel initiatives MMM accounts for.

This article breaks down the pros and cons of:

Common attribution models: The pros and cons

1. Google Analytics (session-based attribution)

Google Analytics focuses on user sessions and uses different attribution models (e.g., last-click, first-click, or data-driven) to assign credit within a session.

The pros

  • Granular data: Provides detailed insights into user behavior at a session level.
  • Customizable models: Allows marketers to choose or customize attribution models to fit their business needs.
  • Real-time tracking: Captures real-time user interactions, offering immediate feedback on performance.
  • Cross-channel insights: Integrates data from multiple channels (organic, paid, referral, etc.), enabling better cross-channel analysis.

The cons

  • Limited to owned data: Relies on first-party data, making it less effective in environments with poor tracking (e.g., cookie restrictions, blocked JavaScript).
  • Bias toward measurable interactions: Doesn’t account for offline or untrackable influences (e.g., word of mouth).
  • Session-centric focus: May overlook the broader customer journey, especially for longer purchase cycles.

Dig deeper: Your guide to Google Analytics 4 attribution

2. Advertising platforms (click and impression-based attribution)

PPC platforms like Google Ads and Facebook Ads attribute conversions to clicks or impressions tied to their specific ads.

The pros

  • Channel-specific insights: Provide detailed performance metrics for individual ad platforms. 
  • Immediate ROI tracking: Excellent for tracking direct-response campaigns and performance-based advertising.
  • Impression data: Includes visibility data even if the user doesn’t click, allowing for broader analysis of brand awareness.

The cons

  • Walled gardens: Each platform operates within its ecosystem, often overstating its role in conversions because of a lack of cross-platform visibility.
  • Overlapping attribution: Different platforms may claim credit for the same conversion, leading to double-counting.
  • Short-term focus: Often overemphasizes direct clicks and conversions, neglecting long-term brand effects or multi-touch journeys.

3. Multi-touch attribution

MTA assigns credit to multiple touchpoints leading to a conversion rather than just the first or last interaction. 

It’s typically based on clicks (sometimes impressions) but does not account for branding initiatives.

The pros

  • Comprehensive view: Captures the contribution of each touchpoint in the customer journey.
  • Optimizes campaigns: Enables better budget allocation by highlighting impactful channels.
  • Customizable models: Supports various methods like linear, time decay, or algorithmic models.

The cons

  • Complex implementation: Requires advanced tracking and integration across channels.
  • Tracking limitations: Cookie restrictions and data silos can hinder accuracy.
  • Data overload: Processing and interpreting the vast amount of data can be challenging for smaller teams.
  • Branding blindness: As noted above, branding campaigns without measurable clicks or impressions (think: anything analog, out-of-home, etc.) aren’t included in the analysis.

Dig deeper: How to evolve your PPC measurement strategy for a privacy-first future

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4. Salesforce (CRM-based attribution)

Salesforce uses CRM data to track the entire customer lifecycle, from lead generation to sales and retention, offering attribution for both online and offline interactions.

The pros

  • Full-funnel view: Tracks interactions across sales, marketing, and customer service.
  • Offline and online integration: Combines offline (e.g., in-person sales) and online data.
  • Custom reporting: Highly customizable to align with specific business goals.
  • Retention and LTV insights: Tracks post-conversion metrics like customer lifetime value (LTV).

The cons

  • Data dependency: Relies heavily on accurate and comprehensive data entry and segmentation across departments.
  • Complexity: Requires integration with other systems and significant setup effort.
  • Delayed feedback: May not be as real-time as tools focused on web analytics.

Dig deeper: Advanced analytics techniques to measure PPC

5. Shopify (ecommerce attribution)

Shopify tracks customer interactions and sales on its platform, offering insights into purchase behavior and campaign performance.

The pros

  • Ecommerce-specific: Tailored for tracking online purchases, abandoned carts, and revenue.
  • Seamless integration: Works natively with Shopify stores, requiring minimal setup.
  • Real-Time metrics: Provides immediate insights into sales and campaign performance.
  • Built-in tools: Integrates with marketing apps and channels like email, Facebook, and Google.

The cons

  • Limited cross-channel insights: Focuses mostly on Shopify-driven interactions.
  • Dependent on Shopify ecosystem: Not ideal for businesses with significant offline or non-Shopify sales.
  • Cookie reliance: Affected by privacy restrictions and tracking limitations in browsers.

6. Media mix modeling (spend-based attribution)

This approach uses statistical models to analyze the relationship between marketing spend and business outcomes (e.g., sales).

The pros

  • Holistic view: Captures the impact of all marketing efforts, including offline channels (TV, radio, print).
  • Long-term impact analysis: Accounts for brand-building activities and delayed conversion effects.
  • No cookie dependency: Not affected by digital tracking restrictions, as it’s based on aggregated data.

The cons

  • Delayed insights: Results are retrospective and require substantial historical data, making it less suitable for real-time decision-making.
  • Complexity: Requires expertise in data science and advanced modeling techniques.
  • Aggregation loss: Lacks granularity, as it focuses on high-level trends rather than individual user behavior.

Dig deeper: Why marketing mix modeling is crucial in 2025 and beyond

Which should you choose?

No single attribution model is perfect. 

The best approach is to understand what each model captures (and what it doesn’t) so you can combine them strategically. 

Here’s a quick breakdown of when each model works best:

  • Google Analytics is great for overall session-based behavior insights.
  • Ad platforms are ideal for optimizing campaigns within their ecosystems – all the way to the ad level.
  • MTA provides a nuanced view of the digital customer journey, and helps mitigate overlapping attribution across channels.
  • Salesforce is powerful for tracking the customer journey, including offline interactions and evaluating lead quality.
  • Shopify excels in ecommerce-specific insights for merchants within its platform, such as distinguishing one-time purchases and subscriptions.
  • Media mix modeling is suited for strategic, omnichannel decision-making and accounts for the entire customer journey, from branding to down-funnel activities. 

The best attribution strategy: A balanced approach

At my agency, we love to run MMM regularly to give branding initiatives the credit they deserve, helping to fine-tune marketing strategies for long-term success. 

However, no single model is sufficient on its own. 

The best approach is integrating multiple attribution tools for a more complete view of marketing performance across platforms and touchpoints.

Attribution is an inexact science. It requires ongoing testing and adjustments. 

Start by aligning on the KPIs that matter most to your marketing team, then choose the models that best assess your campaign success.

Dig deeper: 5 PPC measurement initiatives to set yourself up for 2025 success

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