Google has released an update to the recipe results within AI Mode to make them more publisher-friendly. Google added the creator name, recipe ratings and number of ingredients to these AI Mode results for some recipes.
What is new. Robby Stein from Google said there are now “prominent links at the top of responses with useful details and images – like the creator name, recipe ratings and number of ingredients.” He added that this should make it “even easier to discover and visit recipe pages with AI Mode.”
What it looks like. Here is a screenshot of the treatment:
Previously. Robby Stein, back in March, also announced changes to the recipe results in AI Mode. Then he said, “We’ve heard feedback on recipe results in AI Mode, and we’re making updates to better connect people with recipe creators on the web.”
These changes are to help reduce the AI recipe slop that we see for a lot of these queries.
Why we care. Recipe bloggers, well, content creators in general, have not been happy with how traffic from Google’s AI experiences did not send as much traffic as the traditional search results. Here we see Google trying to make changes to encourage more searchers to click from those AI experiences to the bloggers website.
If Google can add more clickable link units to the AI experiences in search, that can help improve the publisher-Google relationship.
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Microsoft is bringing experimentation to Performance Max campaigns, giving advertisers new ways to test campaign changes and measure incremental impact without disrupting live performance.
What’s new:
Uplift experiments let advertisers measure the incremental impact of Performance Max campaigns against a control group.
Upgrade experiments allow advertisers to compare an existing campaign with an upgraded Performance Max version before fully rolling out changes.
Both experiment types are available under Campaigns > Experiments for eligible accounts.
Why we care. Until now, Microsoft Ads experiments were limited to Search campaigns. Expanding testing to Performance Max gives advertisers a safer way to validate campaign changes, optimize performance, and make data-driven decisions before committing budget.
Between the lines. As experimentation expands, Microsoft has also renamed its existing experiment offering to Search optimization experiments, distinguishing it from the new Performance Max testing capabilities. The move reflects Microsoft’s broader push to provide advertisers with more sophisticated optimisation tools across automated campaign formats.
The bottom line. Microsoft is closing a key gap in its Performance Max offering by introducing dedicated experiment types, giving advertisers more confidence when testing upgrades and measuring the true impact of automated campaigns.
First spotted. The help docs were spotted by PPC News Feed founder, Hana Kobzová.
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Google is updating the All Campaigns selector with a redesigned interface that makes it easier for advertisers to navigate large and complex account structures.
What’s happening. The new All Campaigns selector is rolling out across Google Ads, bringing a refreshed layout and improved navigation tools.
What’s new:
The selector has been moved to a new location in the interface.
Campaigns now appear in an expandable hierarchical view, making campaign groups and nested structures easier to browse.
A new search function lets advertisers quickly locate campaigns and campaign groups.
Why we care. The update could save time for advertisers managing large accounts by making it faster to navigate between campaigns, particularly in accounts with multiple campaign groups or complex organisational structures.
The bottom line. Google’s redesigned All Campaigns selector aims to streamline campaign management with a clearer hierarchy and built-in search, helping advertisers navigate complex accounts more efficiently.
First spotted. The update was identified by performance marketer Vivek Gupta on LinkedIn, and is rolling out gradually, so it may not yet be available in every Google Ads account.
Google is updating its advertising policy to clarify how it limits certain ads while estimating a user’s age, offering advertisers more transparency as it expands age assurance technology worldwide.
What’s happening. Google has renamed its Default Ads Treatment policy to “Categories restricted while Google is estimating a user’s age.” The change better reflects that the restrictions are temporary and only apply while Google’s systems determine a user’s age.
What’s changing:
The policy has a new name to more clearly describe its purpose.
Google has updated the policy language to emphasise that the restrictions are interim protections during the age estimation process.
Enforcement remains unchanged.
What’s different: Google has also narrowed the list of ad categories restricted during the age estimation process.
Previously, Google restricted ads for:
Adult content and pornography
Alcohol
Gambling
Shocking content
The updated policy now restricts only:
Adult content and pornography
Alcohol
Gambling
Why we care. The update doesn’t introduce new advertising restrictions, but it provides greater clarity on when and why certain ads may not be served. Advertisers in affected verticals can better understand that these limitations are tied to Google’s age estimation process rather than permanent policy changes.
The bottom line. Nothing changes for advertisers operationally, but Google’s updated policy makes it clearer that restrictions on adult, alcohol and gambling ads are temporary safeguards while a user’s age is being estimated.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2026/06/google-migration-flow-1920-QZ0e1h.jpg?fit=1920%2C1097&ssl=110971920Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2026-06-30 15:43:122026-06-30 15:43:12Google renames age estimation ads policy as global age assurance expands
Google is expanding measurement capabilities for YouTube brand campaigns, giving advertisers better visibility into how video ads drive engagement, brand interest, and downstream business outcomes.
What’s new:
Shorts Ad Actions for Video View Campaigns: Advertisers running Video View Campaigns that are opted into YouTube Shorts will now automatically benefit from Shorts Ad Actions in budget optimization. Google is also adding new reporting columns to measure these interactions.
Attributed Branded Searches: Now available globally in Google Ads, this new reporting metric measures branded Google searches that occur after users see or view a YouTube ad, helping advertisers quantify how awareness campaigns influence purchase intent.
Why we care. It can be hard for marketers to connect upper-funnel YouTube campaigns with measurable business outcomes. These updates provide stronger signals that link brand advertising to engagement and search intent, making it easier to justify brand investment and optimise campaigns.
By the numbers:
According to Google, YouTube Shorts ads that generated more than 10 seconds of watch time and a like delivered:
15% higher brand consideration
20% higher brand favourability, according to Google.
Google also says that every additional branded search generated is associated with an average $31 increase in sales.
Between the lines. Google continues to blur the distinction between brand and performance marketing by introducing metrics that connect awareness campaigns with downstream actions. Attributed Branded Searches, in particular, gives advertisers another way to demonstrate that YouTube campaigns can influence high-intent behaviour before a conversion takes place.
The bottom line. Google’s latest measurement updates help advertisers better prove the value of YouTube brand campaigns by linking video engagement and branded search activity to business outcomes—offering stronger evidence that upper-funnel advertising can drive measurable results.
Generative AI and automation are bringing excitement to some SEO professionals and anxiety to others. With 87% of Americans reading AI summaries, you’re falling behind if you’re not adapting your toolset to this trend.
Moving from rigid enterprise tools to agile, AI-driven ones positions you as a forward-thinking authority with clients or your employer.
This how-to will help you guide clients, employers, or your team through that shift.
Here’s what an old SEO stack looks like
SEO practices remain relevant because the company’s generative AI features are rooted in:
Core search ranking systems.
Quality systems.
Here’s a traditional “SEO stack”:
Rank trackers
Tracking keywords used to be every campaign’s heartbeat. Add target keywords, monitor SERP positions, and higher rankings would drive more search traffic. But rankings have fragmented over the last few years.
SEOs are now tracking:
AI Overviews
Local packs
Shopping carousels
And so much more.
A third-place local pack ranking might drive two or three times more traffic than a number one AI Overview ranking.
Keyword tools
What are people searching for? With a crystal ball, you could optimize for specific queries and target certain groups. Keyword research lets you write content that matches those queries and user intent.
You’ll choose keywords based on:
Difficulty
Search volume
Intent
Other factors
Dozens of options help you find keywords for campaigns, and some competitors had more access to keyword data than others.
Lagging search volume data may have hurt your campaign, but it still showed past performance.
For example, you might target a keyword with 10,000 monthly visits. But just because it reached that volume last month doesn’t mean it will perform the same this month. Volume could double or fall to a tenth of last month’s level.
The problem in today’s search environment is that a keyword with tens of thousands of clicks in 2022 may now appear in an AI Overview. Zero-click searches may steal your traffic, making some once high-click queries irrelevant or not worth the same investment.
Even if search volume hasn’t dropped, the opportunity has.
Site audit tools
Crawlers still crawl your site and interpret its content. Getting a complete picture of how these crawlers see your website has always been crucial to SEO.
Audit tools help you identify:
Broken links
Redirect issues
Missing metadata
Slow pages
Thin content
Other issues on your site
But don’t put these audit tools on the shelf just yet. You’ll still need them to know whether your site is technically healthy. Crawl audits don’t guarantee that your content will surface.
Factors such as brand mentions are crucial signals for inclusion in LLMs like ChatGPT, Claude, and Gemini.
Unfortunately, many site audit tools in your old stack lack mention-tracking functionality.
So while you may still rely on your old stack, it’s time to add new tools that cover these signals and change how you operate as an SEO professional.
Here’s what a new SEO stack looks like
IIf you’re still optimizing only for Google, it’s time to shift gears. Between the first and second half of 2025, LLM referral traffic grew by 80%. Conversion rates reached 18%, but LLM referrals still accounted for 2% or less of total traffic, according to the dataset.
Now is the time to shift to a new stack that helps you leverage growing LLM referrals.
Add the following to your SEO tech stack to stay ahead of the competition:
LLMs
You want your site to show up in LLMs, but these same tools can help power your SEO strategy. For example, you might use:
ChatGPT: Connect ChatGPT with Google Search Console to automate your SEO analysis, as I show you how to do in arecent article here.
Claude: Use Claude to write your copy, refine metadata and conduct a full content audit.
Gemini: Hop on Gemini to help generate schema markup, compare competitor sites with your own, or find issues with your site.
LLMs can help with everything from data analysis to competitor research.
Use the LLM you’re most comfortable with for these tasks, but keep human oversight in place. Use these tools to improve performance, not replace the human element.
Large datasets that once took hours, days, or weeks to review now take minutes with these tools. Keep learning LLMs and how to integrate them into your workflow.
APIs
Old dashboards with CSV exports into Excel were once standard. You logged into Google Search Console (GSC) and exported data. While it may sound too technical, LLMs can now help you connect to APIs for:
Google Search Console
Google Analytics
LLMs can help you authenticate requests and parse JSON. With this skill, you can open up a workflow
Lightweight scripts
Python scripts are now available to any SEO with some skill and Claude Code, or similar options in ChatGPT or Gemini. You can easily create scripts that:
Pull your top pages from GSC
Compare titles to character limits
Flag 30-day changes
Create a CSV output for you
Rather than waiting for vendor tools to add a feature that removes a performance bottleneck, create a script that does the same thing.
A hundred-line script can handle much of the work you used to do by hand, without a new license or SaaS upsell. If you hand the script to someone else, they can see the exact logic behind it.
Notebooks / local workflows
Your SEO team has data in many places:
Shared folders
Google Sheets
Notion docs
You might have a three-year content audit tracker in Google Sheets. A spreadsheet with monthly CSV dumps from your favorite tools leaves you with files you must manually open and decipher.
Notebooks and local workflows change how data fragmentation slows your team down.
Instead, Notebooks interpret these files and turn them into action. For example, a script may pull data, an API surfaces the signal, and LLMs make sense of the data and put the output into your Notebook.
Notebooks also offer the benefit of:
Consistent data formats
Shared access to data
Documented logic
SEO teams need to be agile and scalable to grow with the new era of search optimization and generative AI. Rather than starting over every time they need to pull data, teams can use local workflows for data consistency.
Creating hybrid workflows to mix old and new SEO stacks
Is your old SEO stack obsolete? No. Are these new tools the only ones you need? No. Hybrid workflows and search engine optimization stacks offer the best of both worlds.
Tool + custom script + AI layer
You’ll need to experiment to create a hybrid workflow that works best for your clients, projects, and teams. One hypothetical workflow that combines the old and new stack for well-rounded SEO includes:
Crawling the site with an audit tool, such as Screaming Frog
Running a Python script that dissects the file and joins it with GSC data
Scripts that flag pages where you have a lot of impressions but low clicks
Sending flagged pages to an LLM to evaluate titles against search intent
Putting LLM output into a Notebook or spreadsheet for editors to review
Turning approvals into change logs
Tasks like these used to take weeks, so teams put them on the back burner. At the enterprise level, teams quickly felt overwhelmed by this much data. But when you combine old and new SEO stacks, you can complete larger projects in a fraction of the time.
Replacing your current SEO stack with one that’s more agile and built for today’s massive datasets will make you an invaluable asset to any SEO team.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2026/06/new-seo-stack-old-toolset-AXADtX.webp?fit=1920%2C1080&ssl=110801920Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2026-06-30 14:00:002026-06-30 14:00:00The new SEO stack: What replaces your old toolset
Across Google Ads, Meta, and TikTok, platforms are pushing you toward broader, AI-driven targeting. Performance Max, Advantage+ campaigns, and TikTok’s automated audience expansion give algorithms more room to find converters while reducing your control over who sees an ad.
This is fundamentally changing how campaigns are qualified.
As targeting broadens, creative has become one of the most important signals for both users and algorithms. Identifying the right audience is moving out of audience settings and into the message itself.
Broad targeting is making creative your best qualifier.
The shift from audience qualification to creative qualification
For years, performance marketers treated targeting as the primary lever for improving lead quality:
Need prospective graduate students? Layer education interests, demographics, and remarketing audiences.
Need patients seeking specialized care? Build audiences around health-related behaviors and intent signals.
Need insurance shoppers? Narrow targeting by age, life stage, and consumer interests.
These approaches aren’t disappearing, but their influence is shrinking. Platforms increasingly ask you to provide broad audience inputs, strong conversion signals, and compelling creative, then let machine learning determine who’s most likely to convert.
Meta’s Advantage+ ecosystem, Google’s Performance Max campaigns, and TikTok’s recommendation engine all operate on this principle.
The challenge is that algorithms still need signals.
Conversion data remains the strongest signal, but creative is becoming more important in helping platforms understand who should engage with an ad. Every headline, image, video, and call to action provides context about the intended audience and desired action.
Creative is no longer just a persuasion tool.
It’s now a targeting signal.
Why broad targeting requires more intentional creative
Many advertisers still create ads as if targeting will qualify the audience.
Messaging often stays broad because you assume audience settings will narrow who sees the ad. But when platforms expand beyond tightly defined segments, vague creative can attract engagement from people unlikely to become qualified leads.
The consequences are familiar:
Lower lead quality.
Increased cost per qualified lead.
Less efficient optimization.
Noisier conversion data.
Instead, you need creative that clearly communicates who the offer is for—and just as importantly, who it isn’t for.
The goal isn’t simply more clicks or video views.
The goal is engagement from the right people.
When creative clearly identifies the audience, users can self-select. Qualified prospects lean in. Unqualified prospects move on. Both outcomes improve campaign performance and give machine learning systems cleaner signals.
Higher education: When creative becomes the targeting layer
Higher education marketers are already seeing this shift.
Historically, campaigns relied heavily on demographic filters, education interests, degree status, and segmented audience lists to reach prospective students.
Today, many strong-performing campaigns use broad lookalike audiences, Advantage+ audiences, or broad prospecting structures designed to maximize audience size and algorithmic learning.
But broader audiences create a challenge.
If a university is promoting an online Master of Science in Data Analytics program, it doesn’t need just any prospective student. It needs prospective students who meet specific admission and career criteria.
Perhaps they already hold a bachelor’s degree.
Perhaps they have professional experience.
Perhaps they want to move into leadership or pivot into a more technical career path.
Rather than relying only on targeting settings to communicate those distinctions, build them directly into the creative.
Consider the difference between these two headlines:
Generic:
“Advance your career with a Data Analytics degree.”
Qualifying:
“Built for bachelor’s degree holders ready to advance into leadership – earn your online M.S. in Data Analytics.”
The second example immediately signals who the program is for. Undergraduate prospects are less likely to engage, while qualified graduate prospects are more likely to click, convert, and reinforce positive optimization signals.
The creative itself becomes the qualification mechanism.
Google Performance Max: Creative guides the algorithm
Google Performance Max may be the clearest example of this industry-wide shift.
Despite the name, audience signals are not strict targeting controls. They’re starting points that help Google’s systems learn. Ultimately, Google determines where and to whom ads are shown across Search, YouTube, Display, Discover, Gmail, and Maps.
Because advertisers have less direct control over audience selection, creative assets become increasingly important in helping Google’s systems understand who should respond.
Imagine a healthcare provider promoting orthopedic services.
A generic headline might read:
“Expert Care for Your Health Needs.”
While technically accurate, it offers little context regarding the intended audience.
A more effective alternative might be:
“Persistent Knee Pain? Meet with Our Orthopedic Specialists.”
The second headline identifies a specific need, a specific audience, and a specific solution. Users immediately understand whether the message applies to them, and Google’s systems receive stronger engagement signals from people actively experiencing that problem.
The same principle applies across insurance, legal services, financial services, and education.
When Performance Max creative clearly identifies the audience and their need state, advertisers help Google’s machine learning systems learn faster and optimize toward more qualified outcomes.
TikTok: The first three seconds matter more than ever
TikTok has always relied heavily on content signals to determine who sees a video.
As the platform continues investing in automation and audience expansion, creative becomes even more critical.
The opening seconds of a video often determine not only whether a user continues watching but also how TikTok categorizes and distributes the content.
For lead generation campaigns, qualification should begin immediately.
A graduate program might open with:
“Already have a bachelor’s degree and looking for your next career move?”
An insurance provider might start with:
“Shopping for Medicare coverage this year?”
A law firm specializing in workplace injury cases could lead with:
“Were you injured on the job within the last 12 months?”
These openings accomplish two objectives simultaneously.
First, they quickly tell viewers whether the content is relevant to them.
Second, they provide TikTok’s algorithm with stronger behavioral signals about who engages with the video. Qualified prospects are more likely to continue watching and take action. Unqualified viewers are more likely to scroll past.
That self-selection process improves audience learning over time.
Creative is now a performance lever
One of the biggest mistakes you can make today is treating creative as something that happens after strategy and targeting are finalized.
In increasingly automated advertising environments, creative is strategy.
The message, visuals, hooks, and calls to action no longer serve only a branding or conversion role. They help platforms determine who should see the ad in the first place.
That means creative and media teams must work together more closely than ever.
When building campaigns, marketers should ask:
Does this creative clearly identify who the offer is for?
Does it communicate relevant qualifications or prerequisites?
Would an unqualified prospect immediately recognize that the message isn’t intended for them?
Are we helping both users and algorithms understand our ideal audience?
If the answer is no, the campaign may be relying too heavily on targeting to solve a problem that creative is now better positioned to address.
The future of qualification is creative
As Google, Meta, and TikTok keep expanding AI-driven targeting, you’ll likely have even less control over audience selection than you do today.
Qualification doesn’t disappear—it shifts into the creative itself.
What once happened primarily through audience settings is increasingly happening through messaging, visuals, and creative strategy.
You must embrace that shift to thrive in this environment. That means:
Writing headlines that identify the intended audience.
Creating videos that establish audience fit in the first few seconds.
Building qualifications, prerequisites, and intent signals directly into the message.
Every ad speaks to two audiences at once: the user and the algorithm.
Platforms are handling more targeting than ever, but they still need direction.
Increasingly, that direction comes from creative. In a world of broad targeting, creative isn’t just the message — it’s the qualifier.
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Earlier this year, I argued that the core fundamentals of international SEO still matter. Hreflang, localization, technical excellence, and market-specific content remain essential to successful international search because search engines and LLMs still need to discover, understand, and connect content with the right audiences.
The environment those fundamentals operate in has changed.
For decades, multinational organizations could treat markets as largely independent digital ecosystems. Content created in one market typically stayed there, and governance focused on managing websites, content, and technical implementations across regions.
Today, those boundaries are becoming less distinct.
AI systems translate content, synthesize information from multiple sources, and increasingly act as intermediaries between organizations and customers. Information once largely contained within a single market can now influence visibility, recommendations, and customer experiences across regions.
As market boundaries blur, the governance challenge expands. International SEO is no longer just about managing websites across countries. It increasingly requires organizations to manage the knowledge, expertise, and information that search engines and AI systems use to represent them globally.
Why the governance model must change
Historically, many website and localization decisions prioritized operational efficiency. Headquarters developed content, technology platforms, and standards for global distribution, while local markets adapted them for their audiences.
The model worked because scale often outweighed localization limits. Consistency improved, costs fell, and organizations could deploy content and technology across dozens of markets far more efficiently than independent local efforts allowed.
The challenge is that AI systems are changing what gets rewarded.
Scale and standardization still matter, but search engines and AI systems increasingly look for signals of expertise, relevance, and geographic specificity. Content reflecting local regulations, market conditions, customer expectations, and industry practices often provides context that translation alone can’t replicate.
At the same time, AI systems amplify inconsistency. Contradictory product information, conflicting entity definitions, inaccurate regulatory guidance, and fragmented technical implementations can create confusion across search engines, answer engines, and AI-powered experiences.
Organizations can no longer optimize only for efficiency or localization. They need governance models that preserve global consistency while enabling local markets to contribute the expertise and context that increasingly drive visibility and trust.
Hreflang solved routing, not understanding
In my previous hreflang article, I argued that even in the age of AI, hreflang remains an important part of international search strategy. That remains true.
What it doesn’t do is determine which market perspective to prioritize when synthesizing information from multiple sources, or which content shows the strongest expertise when AI systems generate answers.
As search shifts from retrieval to synthesis, organizations must think beyond routing users to the correct page and start governing the knowledge that powers those answers.
What should be centralized?
The simplest rule is this: activities that create enterprise risk when implemented inconsistently should generally be governed centrally.
Technical SEO standards are a clear example. Search engines and AI systems don’t evaluate websites one market at a time. They evaluate the broader ecosystem of signals the organization provides. CMS governance, structured data standards, entity definitions, AI crawler policies, measurement frameworks, and technical infrastructure all benefit from consistency.
Many international organizations have faced this challenge before.
Years ago, before hreflang existed, many global companies used IP detection to route users to the market website they considered most appropriate. The problem was that Google primarily crawled from U.S.-based IP addresses. When Google tried to access French or Japanese content, it was often redirected to the U.S. site instead.
Individual markets couldn’t solve this because the routing rules affected every market at once. The solution required global governance with local input.
AI crawler management presents a very similar challenge today.
Organizations must decide not only which AI systems can access content, but also whether those systems can reach the market-specific information they’re intended to understand. For companies still relying on geographic routing, market gateways, or IP detection, the governance challenge is familiar even if the technology is new.
The platforms have changed, but the governance lesson remains the same. Some decisions are too interconnected to manage independently.
What should be localized?
If technical infrastructure benefits from consistency, content benefits from expertise.
For years, multinational organizations followed a straightforward model: create content in the primary market, then translate, adapt, and distribute it globally. This approach delivered major efficiencies, helping organizations scale content production, maintain brand consistency, and support dozens of markets with shared resources and common technology platforms.
Traditional search engines could rely on signals like hreflang and country targeting to understand regional relevance. AI systems increasingly evaluate the content itself. When multiple markets publish highly similar versions of the same information, language models may treat them as variations of one source rather than distinct expressions of expertise.
To stand on its own, content increasingly needs market-specific signals such as local regulations, terminology, customer expectations, industry practices, and other forms of geographic specificity.
This is why content ownership, audience research, local authority-building, regulatory content, and market expertise should generally stay close to the market. The goal is not localization for its own sake. The goal is to ensure expertise comes from the people closest to the customer and that the content reflects the realities of the market it serves.
The most successful multinational organizations will continue to use global content frameworks, shared resources, and common technology platforms because their efficiencies remain valuable. The challenge is preserving those efficiencies while giving local markets enough space to contribute expertise that is visible, differentiated, and meaningful.
For years, organizations balanced scale against localization. Increasingly, they balance scale against representation. The markets that stay visible in AI-driven search experiences will often be those that contribute enough unique expertise to stand on their own rather than echo the dominant market version.
What requires shared ownership?
Governance ultimately comes down to accountability. Whether responsibility sits with a Chief Digital Officer, CMO, enterprise search team, or AI governance group matters less than clear ownership. As search becomes more intertwined with marketing, technology, product, legal, and AI initiatives, organizations need clear decision rights, escalation paths, and accountability.
The companies that succeed won’t necessarily have the largest SEO teams or the most sophisticated AI tools. They’ll be the ones with clear ownership for how knowledge is created, governed, validated, and represented across markets.
A practical rule for determining ownership
The distinction comes down to risk and expertise.
Responsibilities that create enterprise-wide consequences when implemented inconsistently generally belong closer to headquarters, while activities that depend on local customer knowledge, regulations, language, or market conditions are usually best managed in-market.
Many of the most important decisions require both and are best handled through shared governance.
The 10 governance decisions every global SEO team should review
The specific structure will vary by organization, but most multinational companies should evaluate ownership of these areas.
Typically centralized
1. Technical SEO standards
To ensure consistency in crawling, indexing, structured data, and technical implementation across markets.
2. CMS and infrastructure governance
To prevent fragmentation while maintaining a common technology foundation.
3. Entity definitions and taxonomies
To ensure products, services, brands, and organizational relationships are represented consistently across markets.
4. AI crawler and bot governance
To establish consistent policies for crawler access, monitoring, verification, geographic routing, and exception management. Governance should typically reside at headquarters, while markets retain the ability to request business-specific exceptions.
5. Measurement and reporting frameworks
To ensure markets are evaluated using comparable definitions and success metrics.
Typically localized
6. Market-specific content
To reflect local customer needs, regulations, terminology, market conditions, and the geographic signals that increasingly help AI systems recognize local relevance. Local teams should own creation and validation, while leveraging global content frameworks where appropriate.
7. Audience and search behavior research
To capture differences in language, intent, customer expectations, and emerging market trends.
8. Local authority building
To establish market-specific expertise, trust, partnerships, citations, and visibility.
Typically shared
9. Product and knowledge management
To combine global consistency with local validation, market expertise, and regulatory requirements. Headquarters should define the framework while markets validate that products, services, and policies accurately reflect local realities.
10. AI visibility and representation
To monitor how products, services, and brands are represented across AI systems while ensuring local accuracy and global consistency. Headquarters should establish monitoring and escalation processes, while local teams validate market-specific accuracy and identify emerging issues.
The new global SEO mandate.
The objective isn’t to centralize or localize everything. It’s to place ownership where decisions can be managed most effectively, and the organization can balance consistency with expertise.
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SEO consultants handle audits, keyword research, on-page fixes, link building, and AI visibility across platforms like ChatGPT and Google’s AI Overviews.
Hire one when your traffic stalls, your rankings drop after a Google update, your in-house team is stretched, or you’re ready to scale.
Look for proven case studies, several years of experience, data-driven reporting, and a clear grasp of AI search.
Consultants cost less and work one-on-one. Agencies cost more but deliver faster with a full team behind your account.
In-house teams know your business best. Consultants bring deeper SEO expertise and faster results.
Need a little help improving your rankings? An SEO consultant could be the answer.
Chances are you already know the basics of SEO, but getting your desired results can be tough with everything else on your plate, especially with the changes AI is throwing into the mix.
That’s where SEO consulting services come in. These experts provide a range of services to boost your traditional and AI SEO results.
SEO consultant is a multifaceted role that requires a range of skills. They wear many hats, and for businesses struggling to rank, they can be a perfect fit.
By the end of this post, you’ll know all about what an SEO consultant is and what they do.
What Does an SEO Consultant Do?
The primary role is to provide a range of SEO consulting services to clients to help them achieve better rankings. They implement various strategies and best practices, including:
SEO audits.An SEO audit is an in-depth analysis of a website’s ability to rank in search engines. It looks at your site’s content, technical SEO, backlinks, and competitor performance, among other factors. An SEO audit also highlights ways a site can improve its SEO and provides a strategy for achieving those improvements.
Keyword research.Keyword research means finding relevant keywords that a website should aim to rank for. If a business hasn’t done any SEO before, it may not target any keywords. Even if they have worked with an SEO specialist in the past, it may not be targeting the best keywords.
On-page SEO.On-page SEO means optimizing the site’s content and HTML elements of individual pages to meet Google’s best practices. This can include refining page content, optimizing title tags and metadata, structuring headers, and improving internal linking.
Technical SEO. Technical SEO focuses on the behind-the-scenes elements that help search engines crawl, index, and understand a website. This can include improving site speed, strengthening site security, fixing crawl errors, optimizing site architecture, and ensuring mobile-friendliness.
Link building. The more and better quality links a website has, the easier it is to rank for high-competition keywords. If a site’s authority is low, an SEO consultant may create one or more link-building campaigns to improve the site’s backlink profile.
AI or generative engine optimization (GEO). While traditional SEO still makes a significant impact, SEO consultants also need to understand GEO. That means knowing how long-tail, question-based keywords affect visibility within AI elements of traditional search engine results pages (SERPs) like Google’s AI Overviews. It also means knowing how to earn citations across major AI platforms like ChatGPT and Anthropic’s Claude.
In addition to these services, SEO consultants also typically provide monthly reporting services to clients. The report covers current rankings, the consultant’s work completed, and recommendations for actions they can take to improve results.
SEO Consulting Types
Countless factors affect your Google ranking, so before you begin, clarify exactly what you need help with.
An easy way to find that out is to ask, “Which part of my business brings the most sales?”
Got the answer? Good. From there, you can match your situation to one of these common SEO consulting service specializations:
Local SEO consultants help businesses rank in map packs and location-based searches. They’re a good fit if you have a brick-and-mortar store or serve a specific geographic area.
Ecommerce SEO consultants specialize in product page optimization, category structure, and the technical challenges that come with a large product catalog.
Content-focused SEO consultants specialize in topical authority, editorial strategy, and ranking through high-quality, in-depth content. They’re a strong fit for publishers and brands competing on expertise.
Technical SEO consultants dig into crawlability, site speed, schema, and infrastructure. They’re most useful when your content is solid but the site itself is holding rankings back.
Enterprise SEO consultants work with large sites that have complex architectures and significant existing traffic to protect.
Signs You Need an SEO Consultant
It’s usually pretty obvious when you need an SEO consultant. If your website isn’t generating leads or conversions from organic traffic and search engines and AI platforms are an important part of your marketing strategy, then working with an SEO consultant is a good idea.
Here are some other signs it’s time to consult a professional:
Your Website Traffic is Flatlining
Search engine traffic is the most basic indicator of whether an SEO strategy is working. If your traffic isn’t increasing (or decreasing) over time, you need to work with an SEO consultant or replace your existing one.
Search traffic won’t be important to some businesses, but that’s rare. Even if you don’t think search traffic is essential for your business, it probably is.
Although AIO and large language model optimization (LLMO) are changing where search happens, Google still accounts for almost 90 percent of the global search market. What’s also shifting is how these searchers interact with Google’s results.
With AI Overviews, customers are getting the information they need directly in the SERPs without clicking through to websites. That affects traffic numbers, but it doesn’t mean searchers are abandoning Google. Writing off traditional search means writing off a massive audience.
Have your rankings tanked after a Google core update? You may have been hit by a Google penalty for falling out of step with its best practices. These penalties are notoriously difficult to overcome without the help of a search professional, and there’s a risk you could do even more damage if you try to fix the problem yourself.
Your rankings can also decline without a formal penalty. You may not be breaking any Google rules outright, but ignoring SEO best practices can still drag down your rankings. Working with a consultant with in-depth industry knowledge can help you avoid unintended SEO consequences and penalties.
Google may notify you directly through the manual action report in Search Console. Users receive these reports when a human reviewer has determined that their site violates one or more of Google’s spam policies. Expand the notification, and you’ll see a message like this:
More often, though, post-update drops are algorithmic.
A good SEO consultant’s knowledge and guidance can be indispensable no matter the cause or scenario. They can help you navigate Google’s entire list of penalties and provide the most complete, efficient fixes available.
Your In-House Team Needs Support
Some businesses try to build their own in-house SEO team or hire a marketing manager with experience across several areas of digital marketing.
Unfortunately, this doesn’t always work out. An SEO consultant often brings more experience, and the engagement can cost less than a full-time hire.
For example, Ahrefs puts the average SEO consultant engagement at about $3,250 per month, which is typically far below the total cost of salary and benefits for a full-time SEO role. That said, the cost can vary significantly depending on the type of SEO consultant and the level of service.
Even effective in-house teams can benefit from hiring an SEO consultant. You may even have some SEO experts on your in-house team. While they may have the knowledge, there’s no guarantee you’ll have time to implement strategies to improve your rankings. A consultant can also help you with unique strategies and spotting unforeseen challenges as you scale.
SEO is an important marketing channel, but small teams can’t do it all. If you’re busy dealing with customers, suppliers, and shareholders, outsourcing the work to an SEO consultant is smart.
You Want to Grow Operations
Whatever business you’re in, there comes a time to level up.
You could market your business in several ways, like social media, newsletters, and sharing case studies. But it’s SEO that grows your online visibility and helps searchers find you.
While you could implement a strategy yourself, an SEO specialist has the knowledge you need to drive online discoverability.
This is especially true given how search is evolving. We live in a “search everywhere” environment now. The customer journey is rapidly moving away from the traditional straight-down funnel approach, and businesses increasingly need to be visible everywhere.
What does that mean for you? You need to work with a professional who can not only get you ranking well in SERPs like Google but also understands how AI prompts and platforms play into your visibility.
Sold on the idea of hiring an SEO consultant? Read on for some tips on how to find one.
Finding Your Next SEO Consultant
Finding an SEO consultant isn’t hard, but finding a good one is. First, let’s look at some of the most common ways to find an SEO consultant:
Ask your network. Speaking to people you know and trust is one of the best ways to find an SEO consultant. If a fellow business owner or manager knows of a great SEO consultant, they’re usually happy to recommend them. As a bonus, you’ll know they can deliver.
Run a Google search. Unsurprisingly, Google is a great place to find an SEO consultant. If a consultant is ranking well on Google, there’s a good chance they know what they’re doing. However, this shouldn’t be the only factor you use in your decision. Just because they rank high on Google doesn’t mean they can do the same for your business.
Use online directories. Several online directories collect reviews about SEO specialists. Clutch is a great place to start, but take these reviews with a pinch of salt. Just because a consultant is topping the rankings doesn’t mean they are the best for you. Like Google, they are a great way to get a shortlist of suitable candidates rather than pinpoint one.
Look through SEO blogs. Popular SEO blogs like Search Engine Land, Search Engine Journal, and The Moz Blog can be a great source of potential SEO consultants. They don’t just host journalists’ opinions; SEO strategists also routinely write how-tos and thought pieces on these sites.
Post on job boards. Job boards like Upwork, AngelList, and Dynamite Jobs are great places to post ads. The beauty of this method is that SEO consultants will come to you, meaning all you have to do is interview them. Moreover, many of these job boards vet applicants before they can even apply.
Several traits set great SEO consultants apart from the rest. I recommend you look for the following attributes when interviewing potential candidates.
Several years of experience. You don’t want a rookie SEO as your consultant. The more experience an SEO consultant has in the industry, the better. They’ll have worked on more sites, better understand what’s effective, and have more case studies to back up their success.
Proven resuts. Any SEO consultant worth their salt will have many case studies to support their work. They can show exactly what they did to improve a previous client’s rankings and the impact they had. They should also be happy to put you in contact with previous clients. Here are some examples from my agency, NP Digital:
A long-term vision. You want an SEO consultant who’s in it for the long haul, not someone who is going to leave you for a new client after a couple of months; choose a consultant who explains the long-term benefits of SEO to your business and has a roadmap of how you can achieve them.
Sees the bigger picture. SEO is just one part of a holistic marketing strategy, and a good SEO consultant will appreciate that. They should help you fold your SEO strategy into other marketing initiatives and be willing to work with other team members and departments in your company to improve your broader marketing goals.
A data-driven business model. The consultant you work with should be focused on data. They should be providing regular reporting on how strategies are working, as well as ways to improve those that aren’t, grounded in factual numbers.
Understands AI visibility. A good SEO consultant needs to understand AI visibility in today’s market. They should have knowledge of prompting and which strategies work well on these platforms, both on- and off-page.
Certifications. Just remember that certifications aren’t everything; practical experience is equally important in SEO.
SEO Consultants vs. SEO Agencies
So far, we’ve talked about SEO consultants in broad strokes. However, there’s a meaningful distinction worth drawing before you start looking for one. Both consultants and agencies often offer consulting services, but they operate very differently.
Many SEO consultants consist of an independent professional or a small team. They work directly with you, usually wearing multiple hats while focusing on strategy and high-leverage execution.
An SEO agency is a larger organization, sometimes with dozens or hundreds of employees, structured to execute at scale across many clients simultaneously.
Both can get you results. The right choice depends on what you actually need.
SEO Consultants May Require Your Help. SEO Agencies Won’t.
If you choose to work with an SEO consultant, you might be looking for a personal, one-to-one service. What you might not realize is that they will likely need your help to improve your rankings, too.
SEO consultants often have specific niches and work independently, so they may not have the resources to provide comprehensive services. That means they could ask your team to write additional content, change your website, or perform other SEO-related tasks.
That’s very different from an SEO agency that often can perform every SEO task in-house.
Agencies Cost More, but You Get More for Your Money
Agencies will usually charge more for their time than SEO consultants. That’s because they have staff to pay and overheads to cover, whereas SEO consultants typically work from home. For smaller businesses, that may mean an SEO consultant is the way to go.
Other businesses may want to pay more for a top-tier SEO agency because they know they’ll get more bang for their buck. That’s because an agency gives you access to dozens of experts rather than just one.
Having more people working on your project also means you get work delivered more quickly. There’s a good chance you’ll see results faster, too.
At the end of the day, if you choose a good SEO consultant or SEO agency, you’ll still be receiving excellent advice. Most consultants and agencies are dedicated to their craft, attend the right conferences, and test cutting-edge tactics.
You may get access to a few more experts when you work with an SEO agency, but that doesn’t make an SEO consultant any less professional.
SEO Consultants vs. In-House Teams
For many companies, deciding whether to go with an in-house team or work with external SEO consultants is a challenge. As you’d expect, there are pros and cons to both options.
Factor
SEO Consultant
In-House Team
SEO expertise
Brings established knowledge from day one
Needs time to build skills and stay current
Business knowledge
Learns your company from the outside
Knows your customers, products, and market
Speed to results
Skips the learning curve
Requires training before output ramps up
Resources
Access to agency tools and a wider team
Limited to what you can hire or buy
Communication
Works through scheduled touchpoints
Allows quick, informal updates and meetings
Control & flexibility
You guide the strategy at arm’s length
You manage the work directly, day to day
Focus
Frees your staff for core business tasks
Keeps SEO tied to broader operations
Best fit for
Small teams or businesses scaling fast
Companies with the budget to build long-term
The most obvious benefit of working with an SEO consulting service is avoiding the steep learning curve of search engine optimization.
If you run a small business and know it will take time before your staff can get up to speed with SEO complexities, you can save yourself time (and headaches) by outsourcing. Agency staff can lean on their expertise and resources to stand up effective strategies right away.
You could also use an agency to focus on growing your business. While your team focuses on the day-to-day tasks, SEO consulting experts can create a strategy that delivers results.
Doing SEO in-house has its advantages, too.
The most obvious benefit of going in-house is that the staff knows the business better than an outside consultant. They know the customers, the market, and what appeals to them.
You may also find it easier to collaborate and communicate when you keep your SEO in-house. Team meetings, sharing updates, and changing course when needed can all be a lot easier.
Then, of course, there’s the greater control and flexibility. After all, you’re working on your own terms.
<h3>1. NP Digital for the Best Blog and Website SEO Consulting</h3>
I can’t write an article about SEO consulting without mentioning the award-winning NP Digital agency.
It recently won the AdAge Performance Marketing Agency of the Year award. Pretty awesome, right?
NP Digital has also received recognition for the impressive ROI it delivers to clients, its paid search, and its ability to boost your visibility across platforms, including AI or GEO search results.
I could go on, but I don’t like to boast.
Since the start, NP Digital has offered a proven system to get your readers coming back for more content while also converting a high percentage of them.
Book a call with NP Digital today if you’re looking to outgrow your competitors and work with a well-established SEO consulting firm that brings consistent results.
<h3>2. Louder.Online for Dedicated Sales Funnel SEO Consulting</h3>
If your focus is ecommerce SEO, consider Coalition Technologies. With more than 530 ecommerce projects translating into over 20 million ecommerce transactions, Coalition Technologies has the track record to back its standing as a top-tier SEO consultant.
It offers services like web design, paid advertising, traditional SEO, and AI SEO. Its niche services include social media and forum marketing, platforms essential for converting online sales today.
Coalition boasts more than 500 SEO case studies. These success stories come from clients in a broad range of industries, from fashion to legal.
FAQs
What is SEO consulting?
SEO consulting is an advisory service where an expert audits your online presence and builds a strategy to improve your search and AI visibility. Some consultants also handle implementation.
What does an SEO consultant do?
An SEO consultant researches keywords and competitor content. Using what they find, they will recommend strategies to fix on-page and off-page SEO issues. They’ll also provide regular metrics and reporting. Some will even manage execution alongside your team.
How do you find a good SEO consultant?
Look for case studies, client reviews, and industry experience. Ask for references and confirm that they follow white-hat practices.
What should you ask SEO consultants?
Ask about their process, reporting cadence, past results, and pricing. Find out which tools they use and how they’re handling the new AI search environment.
How do you hire an SEO consultant?
Shortlist your top candidates, request proposals, and compare pricing against scope. Sign a contract outlining deliverables, timelines, and reporting requirements before work begins.
Conclusion
SEO consultants can deliver incredible results to small businesses, helping them improve every facet of SEO. A good SEO consultant offers a wide range of services and has the proof and industry knowledge to back up their promises.
You’ll want to make sure you choose a consultant that uses hard data as their guiding light and knows how to navigate modern search. Google is still critical, but the use of AI is rapidly changing how SERPs function and how users behave.
You’ll also need to decide whether an SEO consultant or agency is the best fit for your goals. For some businesses, working with an SEO agency is a better choice. If you have the budget, an SEO agency will help you get more done in less time, supercharging your results in the process.
Whether you’re hiring an SEO consultant or an SEO agency, you can look in many of the same places and search for similar traits. Or you can ask my agency for help.
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Six months ago, there was a core update that would’ve tanked your website. But it didn’t.
It didn’t because your team fixed your canonicals, redirection issues, duplication issues, and JavaScript rendering eight months earlier. It was the kind of drudge work a technical engineer or developer got stuck with because the ticket was last on their list.
And you don’t have any proof of it, not really. Other than the experience that comes from years in SEO and recognizing that your site had all the hallmarks of sites hit by the update.
It could’ve cut your traffic in half. It didn’t.
There’s no parallel internet timeline where you didn’t do the work, so there’s no way to confirm it. There’s no record.
This is why technical SEO ROI resists proof. It’s an inference problem with no control group, and we keep pretending it’s a reporting problem we can tool our way out of.
The internet doesn’t stop
We are in two open systems when we work in digital, at least: the internet and the market. Three, if you count the maturity and expectations of internet users. Four, if you count our own website infrastructure. More than that, really, but we don’t have time to list them all.
The long and short of it is this: the sea we swim in is always shifting, moving, growing, and shrinking. There’s no way to pin down a single, solid “before” state, and there’s no clean way to project all of those influences into “what would’ve happened if I didn’t do anything?” We try to do it with things like Bayesian forecasting, but that’s still an educated guess.
Technical work might have an immediate impact on visibility today. Make the same change six months later, and it might not. That could solely be because Google decided to shift its crawl budget or change how it reads websites.
Cause and effect come unstuck in time. Google recrawls and reindexes on its own schedule, so any effect lands far from the change and is washed out across a recrawl cycle, defeating the before-and-after pairing every clean test needs.
Just like SEO as a whole, there’s a lot we can’t control. Trying to track all of the changes across the web that might influence our website would result in many gray hairs and sleepless nights.
Technical SEO adds another layer because we rarely ship in isolation. It’s never just “here’s this single change to the website.” It’s “here are about 30 fixes from five different teams going out on a Thursday, so if things collapse, we have people on Friday who can triage.” (Please don’t ship on Fridays.)
Much of the technical work is also done to keep our heads above water: managing technical debt, or doing the work needed to stay on top of updated regulations and new releases of codebases or frameworks. Enhancements and improvements are tough.
Technical work is a lot more like insurance or public health. You only realize how important it was when it stops working. What we’re doing with technical SEO is often disaster prevention, not building new cities. We can’t write an invoice for an earthquake that didn’t happen.
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The control group was never there
Another reality of technical changes, SEO-led or not, is that most of them are sitewide and, by necessity, have to be sitewide. There’s no control group. Render pipeline, crawl budget, site speed. It touches everything at once, so there’s no untouched slice left to act as the control.
Two examples to consider:
Sunsetting 301 redirects more than a year old: The server stops reading every redirect line on every page load. The benefit is crawl and resource efficiency, which is invisible in analytics.
A migration done right: The win condition is “we didn’t lose traffic.” A flat line, maybe a slight uptick. Migration work only becomes visible when it fails.
Your only comparison becomes the past, which existed under different external conditions. Time itself is now the trick. The only things to compare are relative, over time, and incremental, and the results shift depending on which metrics you use to measure success and which assumptions you and your leadership bring to the conversation.
When possible, we do want to run a proof of concept. SEO A/B testing, essentially. Pick a segment, make the change there and nowhere else. Measure and decide. But that isn’t always possible, and it requires a different kind of buy-in.
We’re also at a point where LLMs make everything probabilistic. Every answer is personalized, and many of the measurements we rely on have become less deterministic.
How we prioritize the work helps determine the impact we want to make.
My approach to prioritizing technical work is to look at impact first. How much of the website does this issue affect, and how much of that impact lands on priority sections or pages? After that, it’s standard scoping and grooming discussions led by the development teams.
But for me, impact is what matters.
Now, when it comes to measurement and reporting, much of the SEO industry, myself included, is talking about how we actually measure everything now, not just technical work. We’re in a bit of a weird limbo because of everything LLMs have accelerated.
We don’t have the “what would’ve happened if…” for our own websites, but we do have our competitors. Observing how competitors’ websites respond to global events, such as Google updates, is probably the closest we’ll get to answering that question in technical SEO work. It’s an ROI-by-proxy adjacent to share of voice.
And the funding
Technical SEO is infrastructure. Insurance. If you’re having trouble getting it done or getting it funded, look at your framing.
At its core, technical SEO is insurance against the shocks of an open system. Treat it that way. It’s not a revenue driver.
Yes, it can deliver meaningful improvements and help that line go up and to the right, but the workhorse, the 80%, the majority of technical SEO, is keeping the engine running. The work doesn’t promise upside. It lowers the odds and the cost of getting tanked. The core update that didn’t sink you is the claim that paid out.
So do what I’ve recommended before and talk to finance. Learn how they quantify, value, and evaluate insurance, security, and infrastructure.
Start looking at your technical SEO that way. Start talking about it that way.
Technical SEO is growth resilience your flywheel can’t move without, not an investment you can’t justify.
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