SEO execution: Understanding goals, strategy, and planning

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SEO management: Understanding goals, strategy, and planning

SEO is something of a nebulous concept.

To some, SEO is technical; to others, it is creative. 

Neither of these is 100% right or wrong. 

SEO is all of this and more, depending entirely on the unique situation and goals of the business looking to use SEO.

This loose definition leads to some common and fairly troublesome issues. 

One of these issues, which we see repeatedly and completely derails the success of projects – even by experienced agencies – is the misunderstanding between SEO strategy and SEO planning.

This article defines these terms and shows a simple way to ensure both strategy and planning are tackled with the rigor that the modern, hyper-competitive search environment demands.

Even Google is confused 

The problem here is that Google does not really understand quality.

It knows what people click on. It understands specific authors, sites, and other traditional SEO metrics to help stack the deck.

However, Google does not enforce the true denotation of words in search results and often leans into common misconceptions.

What I am trying to say here is that Google gives people what they want and, by doing so, often accentuates issues where the meaning of a word has shifted.

SEO strategy is a perfect example.

A search here shows many posts optimized around “SEO strategy,” but none of them actually talk about SEO strategy in any detail (or at all).

What they really talk about is SEO goals and SEO planning.

The fact is that almost the entire first page of results conflates strategy with planning – even the AI Overview gets it wrong.

This leads businesses to focus on tactics without a clear overarching strategic vision.

The result?

Well, bad results for most (other than those hawking to rank for SEO strategy).

Why does this matter?

Am I just some pedant upset that the things returned are not truly relevant?

Well, maybe a little bit.

But, more importantly, I believe there is an opportunity for many hidden in the fog of this issue.

SEO (or any marketing) needs to deliver results.

However, when SEO is approached without clear distinctions between goals, strategy, and planning, efforts become reactive rather than proactive.

Businesses chase keywords and rankings rather than trying to offer something new and unique.

This leads to a hamster wheel of tactical SEO rather than building strategic and sustainable long-term visibility.

A better way forward: Goals, strategy, and planning

A solid SEO approach follows a simple, logical three-step sequence:

  • Define the goal: Where do we want to go?
  • Craft the strategy: How will we get there?
  • Develop the plan: What steps do we need to take?

By structuring SEO efforts this way, you can avoid aimless execution and instead build an intentional, well-structured approach to search visibility.

The rest of this article will show you how to tackle this differently and help steer your efforts toward long-term sustainable growth rather than short-term tactical wins.

First, some important definitions

We started by discussing a common misuse of the word “strategy” and how this leads to the strategy being overlooked. 

Before we proceed, I feel it is useful to clarify the terms we use quickly so there are no misunderstandings.

This is denotation vs. connotation – the real meaning of a word vs. the common misunderstanding.

SEO

At its core, search engine optimization is about improving a website’s visibility in search engines to maximize visibility and attract organic traffic.

It involves a mix of technical improvements, content creation, and authority building efforts.

However, SEO efforts can be fragmented and ineffective without clear goals and a structured approach.

Goals: Where do we want to get to?

A goal is a destination – the ultimate outcome you want to achieve.

Goals should be defined with rigor to ensure they are realistic and will bring value.

Your SEO goals should be clear, measurable, and aligned with business objectives.

The SMART goals frameworkis a powerful way to achieve this.

Some common SEO goals include:

  • Increasing organic traffic by 50% over the next 12 months.
  • Ranking in the top three results for high-intent keywords.
  • Reducing dependency on paid search by driving more organic leads.
  • Improving conversion rates from organic traffic.

Without a clear, well-defined goal, SEO efforts are aimless – like going on a road trip without knowing the destination.

Likewise, bad goals will suck up time, resources, and money and fail to deliver.

So make sure to set strong and purposeful goals.

SEO strategy: How do we get there?

A strategy is the big-picture approach to achieving the goal.

If SEO were a game of chess, the strategy would be your playbook for winning.

It’s not about specific moves but the overarching plan that dictates how you respond to opportunities and challenges.

A strong SEO strategy is unique to the business and considers:

  • Competitive positioning: Are we fighting in a “red ocean” (highly competitive markets) or carving out a “blue ocean” (untapped opportunities)?
  • Audience intent: Are we targeting informational queries, transactional searches, or brand-driven traffic?
  • Content differentiation: How will our content stand out and provide unique value?
  • Authority building: Will we focus on link-building, PR, or thought leadership?

For example, if a SaaS company wants to dominate organic search, its SEO strategy might focus on thought leadership and topical authority rather than just ranking for high-volume keywords.

SEO planning: The specifics of the journey

Planning is where the tactical details come into play. It’s the nuts and bolts – everything from optimizing page titles to a full step-by-step breakdown of how to execute the strategy.

An SEO plan may include:

  • Conducting keyword research
  • Optimizing existing content
  • Building a backlink acquisition strategy
  • Developing a content calendar
  • Implementing technical SEO fixes

Think of planning as the navigation system that breaks your strategy down into actionable steps.

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A structured approach to SEO

To ensure SEO efforts are well-structured:

  • Set solid goals: Define the destination (where you want to be).
  • Craft a unique strategy: Choose the best route based on competition, industry, and brand positioning.
  • Create a simple plan: Lay out the specific steps to execute the strategy effectively.

This approach can be applied to an existing site with historical SEO or used before a new website is built to help maximize SEO success.

Let’s break down the three steps below – goals, strategy, and planning.

Step 1: Set solid goals

Clear, measurable goals provide direction. Instead of saying, “We want to increase traffic,” set a goal like:

  • Increase organic leads by 30% in the next six months.

This clarity helps align efforts across content, technical SEO, and link building.

Dig deeper: How to create SMART SEO goals (with examples)

Step 2: Craft a unique strategy

Strategy is not a checklist.

It’s a guiding principle that dictates decision-making.

It is about carving out a unique approach rather than following what competitors are doing.

For example, your SEO strategy might focus on:

  • Finding content angles or formats that no one else is using
  • Creating a new category of content rather than competing in existing spaces
  • Developing a distinctive voice or perspective that becomes a competitive advantage

SEO strategy should always differentiate your content and brand within search.

If competitors shift tactics or Google updates its algorithms, your strategy should remain adaptable while keeping your unique value intact.

You should be able to answer the questions:

  • Why does this deserve to rank?
  • Do we stand out from the crowd and offer something new and unique?

Often, this uniqueness could be just combining things that others do or using new formats.

This is the most difficult part of the job. It requires research and careful thought.

Surveying customers to gain insight will also help you craft something unique and valuable.

Some tools that can help:

Step 3: Create a simple plan

The plan should be actionable and prioritized, breaking down SEO efforts into:

  • Short-term actions: Quick wins like optimizing title tags.
  • Mid-term actions: Content production and link building.
  • Long-term initiatives: Authority building and brand signals.

The plan’s primary goal is to break down what needs to be done into manageable small jobs. 

Then, allocate these according to your available resources with timelines so you can keep track of what is (or is not) happening.

Don’t overcomplicate this, and remember that a simple, well-executed plan always beats a complex, poorly executed one.

Here’s a simple guide to creating a simple, one-page SEO plan:

Final thoughts

If there is one thing you take from this article, please let it be this:

  • Strategy is not planning, and planning is not strategy.

SEO strategy is the big picture that defines why your content should rank and outperform competitors.

While planning involves specific tactics like keyword research or content updates, strategy is about positioning your site as the best answer for user queries for a specific reason (the strategy).

This is not to say that standard SEO planning and tactics are not important.

Not at all.

Rather, by having this all backed up by a strategy, you maximize the chance that you will generate and sustain the results you are looking for.

Ultimately, SEO strategy is about why your site deserves to rank, not just how to optimize it.

Thinking strategically about marketing in general and how that relates to SEO will help you stand out and provide useful feedback on the product and service strategy.

The key is to remember that SEO success isn’t just about performing SEO tasks – it’s about approaching them with the clarity and structure provided by strategy.

  • Goals define the destination.
  • Strategy determines the best path to the destination.
  • Planning breaks the journey into actionable steps.

Implementing this structured approach can avoid wasted efforts, allow you to focus on what truly moves the needle, and build long-term organic growth.

This is better than the blind chasing of rankings and random acts of SEO that seem to characterize most campaigns.

Define your goal, craft a winning strategy, and execute a focused plan.

That is the kind of strategic SEO that gets results.

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Social search is Gen Z’s Google: Are you visible where it matters?

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Social search is Gen Z’s Google: Are you visible where it matters?

The way people search for information is changing, and Gen Z is leading the shift. 

Instead of turning to Google, they’re searching on TikTok, Instagram, YouTube, Reddit, and Discord for everything from product recommendations to restaurant reviews and how-to guides.

This isn’t just a trend – it’s a fundamental shift in digital discovery. 

  • Google usage among Gen Z has dropped by 25% compared to Gen X, a 2024 Forbes study shows.
  • eMarketer reports that 46% of Gen Z and 35% of millennials prefer social media over traditional search engines. 

Why? 

They crave fast, visual, and community-driven content rather than sifting through traditional search results and ads.

For search marketers, this means SEO is no longer just about Google – it’s about being visible wherever audiences search. 

This article breaks down Gen Z’s evolving search habits, why social platforms are winning, and how brands can adapt to stay discoverable in this new search landscape.

The democratization of search

For years, Google dominated search. 

For Gen X and early millennials, “googling” was synonymous with searching. 

But Gen Z searches differently – they don’t use “google” as a verb in the same way, and it’s reshaping how brands approach discoverability.

Gen Z “googles” 25% less than Gen X, turning instead to social platforms where search is more visual, trend-driven, and real-time. 

Even Google has acknowledged this shift – Prabhakar Raghavan noted that “nearly 40% of young people prefer TikTok or Instagram over Google Search or Maps” for local recommendations.

This isn’t just about preference. It’s a shift in search behavior. 

Instead of scrolling through links and ads, Gen Z engages with short-form videos, peer recommendations, and user-generated content. 

They trust social platforms for their authenticity, immediacy, and personalized experience – something traditional search engines struggle to match.

Opinions on this shift vary. Some claim “Google is doomed,” while others argue it will continue to dominate. 

  • SparkToro reports that Google Search grew by 20% in 2024. 
  • Ofcom found that 1.8 million U.K. adults stopped using it for searches that same year. 

The reality likely lies in between.

The takeaway is clear: search is no longer just about Google. 

If your content isn’t optimized for TikTok, Instagram, Reddit, or YouTube – where Gen Z actively searches – you’re missing a massive audience. 

The future of search isn’t tied to one platform; it’s about showing up wherever your audience is looking. 

Sometimes, Google will win. 

Other times, a TikTok post will. 

If you want to succeed, you must create an effective content loop across multiple channels.

A look into social search

Social search has transformed social media from engagement-driven spaces into full-fledged search destinations.

TikTok, Instagram, and Reddit now shape how users find information, products, and experiences.

Up to 41% of users use TikTok for search, while 76% have discovered brands and products through social media. 

This shift means users aren’t just consuming content – they’re actively searching for answers, recommendations, and solutions.

A changing search funnel: Social trigger, social discovery, conversion

Social search is compressing and reshaping the traditional search funnel. 

Instead of bouncing between multiple touchpoints, users can explore, evaluate, and decide all within a single platform – turning Google’s “messy middle” into a fluid discovery flywheel. 

A TikTok review might lead to an Instagram deep dive, followed by a Reddit thread for credibility – all before a Google search even happens (if at all).

Success in search is no longer about a single platform but about understanding user intent across multiple channels. 

Winning in this evolving search landscape requires a presence where searches actually happen – by optimizing content for a multichannel, search-everywhere experience.

Why Gen Z prefer social to search 

Unlike previous generations who relied on Google to type queries and sift through blue links, Gen Z expects faster, more engaging, and more authentic results. 

Social search delivers exactly that.

Here’s how their approach differs – and what brands need to consider.

1. Faster, more visual results

Raised in a digital world of instant gratification, Gen Z doesn’t want to read lengthy blog posts or scroll through endless search results. 

They prefer quick, digestible answers in visual formats like short-form videos, carousels, and captions.

TikTok, Instagram, Snapchat, and YouTube are their go-to search tools.

  • A TikTok search for “best foundation” instantly serves up video tutorials, reviews, and comparisons – far more engaging than a traditional article.
  • A YouTube Short on “quick meal-prep ideas” delivers step-by-step cooking guidance in seconds, skipping the recipe pages cluttered with ads, bios, and affiliate links.

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2. Authenticity and trust

Gen Z doesn’t trust traditional brand marketing. 

Instead, they rely on peer recommendations, real experiences, and unfiltered opinions from communities. 

Unlike Google, which prioritizes search-optimized content and paid ads, social platforms surface real conversations from actual users.

  • Instead of reading a blog on the “best budget travel destinations,” Gen Z watches TikTok vlogs of real people documenting their trips.
  • Rather than trusting company-written product descriptions, they seek out TikTok creator reviews, Instagram UGC testimonials, or Reddit discussions.

This peer-driven content feels more honest, transparent, and credible – making social search more trustworthy than traditional search engines.

3. Algorithm-driven discovery

Unlike traditional search engines, where users actively search for answers, social platforms push relevant content before users even realize they need it – re-engaging them in their search journey.

  • TikTok’s For You page surfaces content based on past engagement, introducing users to products and trends before they search.
  • Instagram’s Explore tab curates recommendations based on browsing behavior, making discovery seamless.
  • Reddit threads and Discord servers expose users to niche discussions, organically driving awareness of brands and products.

This shifts discovery earlier in the customer journey. 

Users aren’t just searching when they’re ready to buy.

They’re being passively introduced to brands, leading to high-intent searches later. 

This blurs the lines between search and social, inspiration and intent – reshaping the role of search marketing.

The role of community

For Gen Z, an aspect of search is about finding answers from people they trust. 

That’s why Reddit, Discord, and private forums are becoming go-to search engines, offering unfiltered insights, recommendations, and real experiences.

Unlike traditional search engines, which prioritize algorithm-ranked web pages, community-driven search thrives on peer-to-peer discussions that feel authentic, specific, and reliable. 

These platforms provide what Google and mainstream social media often can’t: deep, real-time conversations shaped by lived experience.

  • Reddit functions as a crowdsourced knowledge hub, where users explore niche topics, ask for advice, and share product reviews. Many even add “Reddit” to the end of Google searches to bypass promotional content and go straight to authentic discussions.
  • Discord servers act as private search engines, with dedicated communities – spanning gaming, crypto, fashion, and professional industries – offering real-time advice and recommendations. These closed-loop spaces create powerful, organic brand discovery opportunities that brands have yet to fully tap into.

Community-driven search is shifting the landscape. 

Gen Z trusts real people over polished marketing.

Failing to engage with these communities might mean missing out on an audience that prioritizes authenticity over ads.

Why community search matters

Simply put, traditional SEO doesn’t work in these spaces – and you need to accept that. 

While TikTok and YouTube offer optimization opportunities, forums and communities operate differently. 

You can’t rank No. 1 in a Discord conversation or a Reddit thread. 

Instead, you must embed yourself naturally within these communities to stay relevant.

Be present where conversations happen

  • Actively engage in discussions – whether through creators, users, or employees.
  • This builds credibility and trust in a way traditional search marketing often struggles to achieve.

Influence through community members

  • Gen Z doesn’t trust ads – they trust real people. 
  • The most effective way to influence brand perception is through engaged community members, influencers, and subject-matter experts who are already part of the conversation.

Create valuable, non-promotional content

  • The key to success isn’t pushing products – it’s offering real insight. 
  • Providing helpful answers, sharing expertise, and engaging meaningfully are more likely to be remembered and recommended organically.

Not sure where to start? Try this

A simple first step is to use Google Trends and the Glimpse Chrome extension to uncover where your audience is actually searching:

  • Install Glimpse for Google Trends to unlock additional insights.
  • Search for a key term related to your brand.
  • Check the Channel Breakdown chart to see which social platforms your term is most popular on.
  • Explore top-ranking content on those platforms using tools like TikTok Creator Search Insights, Reddit Pro Trends, and Pinterest Trends.
  • Build a content strategy that aligns with the platform’s format, trends, and user intent.

This approach ensures your brand shows up where your audience searches – not just where you assume they are.

The future of search is everywhere

Gen Z is redefining what it means to search. 

Social, visual, and community-driven discovery is shifting the landscape, and traditional SEO alone is no longer enough. 

Search marketers must move beyond Google rankings and embrace multi-platform search strategies. 

If your audience searches on TikTok, YouTube, or Reddit more than on Google, do you really have visibility?

Brands that recognize search as an omnipresent, multi-platform experience will gain a competitive edge. 

Those that don’t? They’ll struggle to stay seen.

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Are you wasting your Google Ads budget bidding against yourself? by BrandPilot.ai

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BrandPilot.ai - The uncontested paid search problem

Imagine this: You are a wealthy art lover seated in a room filled with beautiful paintings and surrounded by other art lovers. You have a numbered paddle in one hand and a glass of champagne in the other. You are at the center of an auction and about to bid against all the other people in the room for the artwork you want.

Now imagine you are blindfolded! The auctioneer’s rapid-fire speech guides you as prices go higher and higher. 

You periodically raise your paddle to make a bid; you assume that those around you are doing the same. But what if they’re not? What if the joke is on you, and you’re feverishly raising your paddle again and again to win the auction while everyone else in the room is motionless, watching you bid against yourself? 

Never forget: Google Ads is an auction. Most of the time, you are blind, unaware of competing bids for the keywords your business needs to win.

At BrandPilot, we call the phenomenon of a search ad with no competition the “Uncontested Paid Search Problem.” 

The Uncontested Paid Search problem 

The BrandPilot definition of the Uncontested Paid Search ad is a Google search where no competitor ad is present across several search terms. Yet, you are still paying for your sponsored ad CPC, even without competition. You are essentially bidding against yourself.

Here’s an example of an Uncontested Paid Search ad. In this case, you can see that the sponsored ad is directly above the organic result, meaning there is no other competition for this search result.

There are two problems with these Uncontested Paid Search ads:

  1. Wasted ad spend on organic traffic: A significant number of people simply click the sponsored ad as it appears at the top of their search, unnecessarily costing you money.
  2. Overpaying for clicks in paid search: You want people to click on your sponsored ad, but you are unnecessarily paying a high CPC in the absence of competition.

The critical takeaway here is that advertisers are paying high CPC for ads with no competition every hour of every day. The whole point of the Google keyword auction is to bid fairly against your competitors on a CPC for a keyword, so why are advertisers paying the same CPC even when competition is not present?

When do ‘uncontested search ads’ happen?

Instances of uncontested search ads are more pervasive than you might think. While results will vary by industry, data from BrandPilot indicates that Google Ads for:

  • Branded keywords face no competition 20–30% of the time.
  • Non-branded (general search) keywords experience moments of no competition but at a rate of 5–10%.
How often are search ads uncontested?

This makes sense as there would be less competition for a keyword specifically related to a brand or product name.

How big is this problem?

Uncontested search ads are a silent thief of marketing budgets. While this topic is not widely discussed, it has enormous impacts on the marketing industry.

Here is one way to measure this industry-wide issue:

  • Google’s annual search revenue in 2024: $264 billion (Statista)
  • Ad budget breakdown: On average, 18% ($47 billion) is spent on branded keywords, while 82% ($216 billion) goes to non-branded keywords. (Dreamdata)
  • Estimated wasted ad spend: Advertisers may be wasting approximately $11 billion annually on branded CPC and approximately $16 billion on non-branded CPC.

How much are you spending on search ads? If you could recover approximately 25% of your branded keywords budget and another 7.5% of the non-branded keyword budget, where would you invest those savings?

How to fix the uncontested paid search ad problem

There are really only two options to optimize for searches with no competition:

  1. Suppress your sponsored ad and let your organic search results float to the top of the search results page.
  2. Replace your current sponsored ad with a clone that you gradually bid-walk down to the lowest possible CPC.

Option 1: Let organic win the day

For this option, marketers can simply pause their existing sponsored ad when there is no keyword competition at that moment. If you are conquering organic search for that keyword, this will allow your organic search results to appear at the top of the search results page and drive organic traffic to your website.

Important note: You would need to ensure that you rank No. 1 organically for that keyword search. Be mindful that, as a marketer, your organic search results might not include your current promos, copy, buyers’ journey, etc.

Option 2: Bid-walking down a CPC

In this scenario, a marketer would allow the sponsored ad and the organic link to appear simultaneously on the search results page.

In this case, marketers create a clone of their sponsored ad that is displayed only when there is no competition. Over time, marketers reduce the CPC of this “no-competition clone.” This allows them to retrain the search algorithm and get the CPC for this cloned ad all the way down to $0.01!

Maintaining search traffic

The above processes are designed to eliminate unnecessary Google Ads spending and create more budget for you to drive growth and revenue. Every month, brands who execute strategy for uncontested ads typically reclaim approximately 30% of their branded keyword budget and another 5–10% of non-branded keywords. 

The real-world example below shows how a global fashion brand maintained website traffic while dramatically decreasing its Google Ads spend. In this case, the marketing team elected to simply pause their sponsored ads whenever there was no competition for the search term. Maintaining search traffic is more important to any marketer.

Here, you can see their blended CTR:

Graph

Reducing Google Ads spend

While maintaining search traffic, the marketing team was able to dramatically reduce its daily Google Ads spend simply by not paying a high CPC when a search result had no keyword competition. They were able to go from an average spend of $500 per day down to less than $100 — all while maintaining search traffic!

graph

Final thoughts

Here’s the no-brainer: a flaw in Google Ads has you bidding to win the auction, even when there is no competition for your selected keywords. A seven-day inspection of your Google Ads data can help determine how the Uncontested Paid Search problems is impacting your search campaign budget. 

You can save approximately 30% of your branded keyword budget each month and experience an 11% increase in site performance based on the redistribution of those wasted budgets. 

Book some time to discuss your keyword costs and get a free Google Ads campaign audit.

Branded vs generic Google searches
Data source: SparkToro

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Google: Not all sites will fully recover with future core algorithm updates

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When Google launched the March 2025 core update last week, Google said there will be a series of improvements aimed to help “better surface relevant, satisfying content” from content creators “throughtout this year.”

But you should not expect all sites to fully recover by the end of 2025, that simply won’t happen.

What Google said. Danny Sullivan, the Google Search Liaison, in a conversation on X with travel blogger, Nate Hake, explained that there is a caveat to the statement about surfacing those sites better in Google Search again. Sullivan wrote:

  • “With the important caveat that this doesn’t mean all sites will go back up to wherever they were if they are down from a previous peak.”

Some sites don’t deserve to rank. That means that not all sites will rank as well as they did because, as Sullivan wrote, “some sites with great content and hearts in the right place still don’t provide a satisfying page experience.” Sullivan added:

  • “But our systems themselves need to get better; it’s not all on creators sites that really do have good, solid content.”

Different systems impact different sites. In addition, different core ranking systems may impact one site but not the other, in the same way.

  • “From the group you were with that came out and generously shared your time, not everyone is impacted by exactly the same ranking systems,” Sullivan said.

That means you need to wait for the Google system (or systems) that impacted your site in earlier updates, will have a positive impact in future updates. And, honestly, that might never happen.

Search evolves. Plus, search evolves. What Google ranked in 2023 is not what Google wants to rank in 2025. Sullivan wrote:

  • “Our results have continued to change since 2023, including showing more social content, for example. The results are going to continue to evolve.”

Why we care. Google is committed to continue to make improvements to its search algorithms and systems. Google is aware of the issues many of those who went to the web creator summit won’t recover, Google said that already.

But do expect more Google updates to its core ranking systems throughout 2025, as we have seen with previous core updates and we will see in future core updates this year and in 2026 and beyond.

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Google Ads rolls out channel control for Demand Gen campaigns

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Google Ads logo on smartphone

Google Ads has begun rolling out channel control for select Demand Gen campaigns. This feature will let you specify where your ads appear across Google’s properties.

Yes, but. While the feature is live, segmentation by individual channel (e.g., YouTube, Discover, Gmail) is not yet available. This will limit your ability to make data-driven adjustments.

Why we care. This update, first announced in January, gives advertisers more control over campaign placement, but the full impact remains unclear since performance data is still aggregated under “Google-owned channels.”

What they’re saying. Greg Kholer, director of digital marketing at ServiceMaster, shared seeing the update on LinkedIn:

  • “While exciting, we won’t be making any changes until we’re able to see channel performance segmented out – as of today it’s still all lumped together as ‘Google owned channels’”.

What’s next: More search marketers will likely hold off on changes until Google provides detailed channel performance breakdowns.

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Bing pushes ad-heavy search results with 7+ sponsored listings

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Microsoft Bing appears to be testing an aggressive new ad display format that dramatically reduces organic search visibility in favor of sponsored content.

The details:

  • Users are reporting search result pages with at least seven paid advertisements.
  • One or two organic results are visible on the first page.
  • The format has been independently verified by multiple users.

What they’re saying. The original poster, Red Leaf Web Design, expressed shock at the format, stating “BING Ads Gone Wild!” on X. Several of the Search Engine Land staff were also able to replicate the ad-heavy results, seeing as many as nine ads:

Why we care. Bing’s ad-heavy testing fundamentally changes the competitive landscape for paid search visibility. With so many ads and barely any organic results on the first page, this format creates a more crowded advertising environment where standing out becomes increasingly difficult and expensive.

If rolled out more widely to more commercial queries, competition for the limited ad slots will likely intensify, potentially driving up cost-per-click rates as advertisers vie for visibility.

Between the lines. This extreme ad-to-content ratio suggests Microsoft may be testing the limits of user tolerance for sponsored results as search engines face increasing pressure to generate revenue in a rapidly-changing search landscape.

The big picture. Major search engines have gradually increased ad visibility over the years, but Bing’s apparent test pushes well beyond Google’s typical ad density, which usually caps at around four sponsored listings on the first screen.

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Google AI Overviews caught linking back to its own search results

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Google is testing placing special and very clickable links in its AI Overviwws, but not to publishers or your own website, but rather back to its own search results. You got that right, Google is testing linking the AI Overviews back to new search queries on Google.com.

What it looks like. I posted a screenshot and video from Sachin Patel who spotted this change on the Search Engine Roundtable – here they are:

Clicking on those underlined links in the text of the AI Overview, both at the top and in the middle section, will take you back to a new Google Search. The smaller link icons take you to the side panel links, those go to publishers and external websites.

Here is a video:

Why we care. All that talk, even recently with Google’s new AI Mode, around “prominently surfaces relevant links to help people find web pages and content they may not have discovered before,” and I quoted that from Google, means what here?

Those link icons in AI Overviews have shown to result in a drop in CTR from Google Search to external websites. We’ve seen a large company sue Google over traffic drops due to AI Overviews.

These links back to Google results in Google search volume growing, but do they actually help the searcher or they only help Google’s bottom line.

What about Google saying they value independent publishers and are prioritizing ways to send traffic to publishers in AI Overviews?

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Bing Webmaster Tools Copilot feature now available to all users

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Microsoft released Copilot within Bing Webmaster Tools to all users today, the company announced today. Initially, Microsoft had a beta release to only 10,000 trusted users of Bing Webmaster Tools but now the feature is generally available to all users.

What is Copilot in Bing Webmaster Tools. Copilot in Bing Webmaster Tools promises to provide “instant, accurate and contextually relevant answers to [user] queries.” It is engineered to provide “streamline workflows, enhance productivity, and provide valuable insights,” Microsoft initially said.

Copilot in Bing Webmaster Tools aims at “helping webmasters manage their search optimization efforts more efficiently, improving workflows, productivity, and providing actionable insights,” the company said.

Top features. Microsoft outlined these four features as the top features for Copilot in Bing Webmaster Tools:

  • Real-Time Question/Answer Chat: Offers personalized, instant, and accurate responses tailored to your specific site, enhancing efficiency and effectiveness in managing your SEO.
  • Deep Data Insights: Provides comprehensive, site-specific insights into performance, helping you quickly identify and resolve issues.
  • Learning Resources: Access built-in guidance to perform tasks, utilize tools, and improve your website’s visibility and performance.
  • User Feedback Integration: Continuously improves based on user feedback, ensuring the tool evolves to meet user needs.

English only. This feature is currently only available in English only, but Microsoft is working to expand it to more languages in the future.

What it looks like. Here are two screenshots of Copilot in Bing Webmaster Tools:

Why we care. Copilot in Bing Webmaster Tools may help you find answers to your data questions on how your site is performing in Bing Search, what issues your site may be experiencing, and how to use Bing Webmaster Tools.

It seems this feature has improved over the last few months and hopefully will continue to improve over time.

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Bing Webmaster Tools Search Performance reports gains comparisons

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Microsoft has added the ability to compare date ranges within the Search Performance report in Bing Webmaster Tools. This allows you to compare metrics and data points such as clicks, impressions, CTR, keywords, and pages across various date ranges.

What Microsoft said. Microsoft wrote:

“These enhancements enable in-depth analysis, providing invaluable insights for optimizing online presence and improving visibility. This means businesses can now make more informed decisions, identify key trends, and effectively adjust their marketing strategies to achieve better results.”

Microsoft also made user experience improvements in time filters, the company added.

What it looks like. Here is a screenshot showing the new “compare” option in the Search Performance report in Bing Webmaster Tools:

Why is this helpful. Microsoft posted a few ways these comparisons helps you, including:

  • Identifying key trends and patterns
  • Evaluating the effectiveness of their marketing campaigns
  • Gaining insights from seasonal search data
  • Setting benchmarks and goals using historical data
  • Identifying areas for improvement in search performance

Why we care. Google has offered comparing data in Search Console for a while, plus all the third-party tools offer this.

But now you can compare this data directly in Bing Webmaster Tools without having to export this data to a third-party tool. This should save you a lot of time, by not having to use another tool to compare your Bing Search data.

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No rookies. No fluff. Just the most advanced SMX agenda ever.

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The wait is over: I am beyond thrilled to finally reveal the agenda for SMX Advanced – June 11-13 in Boston.

Still here? Weird. You should already be knee-deep in the 500-level program by now… but hey, if you want a preview, I’ve got some mind-melting sessions to share, including:

And that’s just the start. There’s also an exclusive keynote conversation with Google’s Ginny Marvin, an opening keynote with the one and only Wil Reynolds, and of course, our hands-on Q&A-fueled clinics that address your specific needs and curiosities.

Still here? Okay then. You’ll also be the first to see the results of a groundbreaking study by Search Engine Land and Fractl on how consumers and marketers are adapting in the age of AI-driven search.

And you’ll have the chance to participate in all-new Mastermind Sessions, no-holds-barred 10-person roundtables that deliver uncensored, practical advice on what really works – hosted by iconic industry experts. Stay tuned for the complete lineup!

Networking! I can’t believe I didn’t mention networking yet. We’re bringing a fabulous mix of both structured and serendipitous networking experiences to Boston, including:

  • The ever-classic Meet & Greet Reception and Networking Happy Hour
  • Casual cocktails with the SMX crew
  • A scenic morning jog along the harbor
  • Morning mindfulness to set you up for a day of success
  • Topic-driven lunch discussion tables
  • SEO and PPC meetups with your friends from Search Engine Land
  • A Magic the Gathering game night

For nearly 20 years, 200k+ search marketers from around the world have attended SMX to learn game-changing tactics and make career-defining connections. This is your chance to join them.

Super Early Bird rates – $500 off on-site prices – expire next Saturday, March 29, so get a move on and secure your spot today! 

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