You want more customers, and you’re ready to advertise your business.
But how should you do it?
There’s Google Ads. Instagram. Flyers. Billboards. TikTok. And dozens of other online and offline options.
Some deliver better results than others:
But that doesn’t mean they’ll work for you:
You have to find the right channels for your business, not just the ones that are popular.
At the agencies I’ve worked with, I’d often see small businesses like auto repair shops and restaurants boost ad returns by 50-200% — just by switching to better-fit channels.
In this guide, I’ll help you pinpoint the winning channels for your business — the ones that can unlock real revenue potential.
I’ll go through it step by step in three phases, covering:
How to choose the right channels
How to set up winning campaigns
How to measure your results (and what to do with the data)
And I’ll show you exactly how I’d do it if I had a starting budget of $500.
Note: Want a quick list of ad ideas? Grab this free sheet with 30 ways to promote your business.
Phase 1: Choose the Right Channels to Advertise On
There are dozens of channels you can use to advertise your business.
But unless you have a lot of time and budget, you can’t be everywhere.
In this phase, we’ll find out which ones are actually worth testing for your business.
I’ll use a local furniture store as a running example. But you can follow the same steps no matter what you sell.
Let’s start with the step most people skip:
Step 0: Should You Even Invest Money in Paid Ads?
If you’re short on time and want results fast, paid ads can absolutely work.
But that doesn’t mean they’re the best move right now.
Think of it like this:
Paid ads = renting attention. You pay, you get traffic. Stop paying, the traffic stops too.
Organic marketing = earning attention. It takes longer, but the traffic builds over time (and keeps going even when you stop).
Ideally, you’d do both.
Paid gets you quick wins, while organic builds trust and visibility in the long run.
But when you’re working with limited time and budget, you’ll need to choose:
Want calls, sales, or visits this week? Paid ads are your fastest bet.
Want to build long-term traffic without spending monthly? Start with organic.
If you’re ready to move forward with ads, let’s lock in your #1 goal.
Step 1: Pick One Result You Want from Your Ad
You can’t run effective ad campaigns until you know what you want it to achieve.
Your goal decides everything, from where you advertise to what your ad looks like.
One goal = one outcome = one high-converting ad.
Not “get more attention.”
Not “build awareness.”
We’re talking actual business outcomes, like:
Phone calls
Website visits
DMs
Online orders
Store walk-ins
Form submissions
Can ads do more than one thing? Sure.
But when you’re starting out, trying to get five outcomes with one campaign just spreads your budget thin and hurts your ROI.
So pick one.
Ask yourself: “When someone sees my ad, what’s the one action I want them to take?”
Let’s say I run a local furniture store. I’m not trying to sell sofas online, I just want people to visit the showroom.
That’s my goal, and everything in the ad should lead there.
Make yours just as clear (and measurable).
Pro tip: Use the SMART framework to help you choose the right goal.
Step 2: Find Out How Your Last 20-30 Customers Found You
Before you spend a dollar, look at how your last 20-30 customers found you.
Because chances are, your next customers will come from the same places.
Here’s how to do it:
Think back to recent calls, emails, or walk-ins
Skim your DMs or contact form entries
Ask your team: “Where did that lead come from?”
You’re looking for repeat mentions, or anything that stands out.
For example:
If 12 out of 30 found you on Google? That’s a sign to use Google Ads.
If multiple people say they found you on Instagram? That’s your sign to create ads on Instagram.
If you don’t have the answers yet, start collecting data now.
Ask every new lead: “How did you hear about us?”
Track the next 30 manually. Write each one down in Google Sheets or Docs.
Here’s what that might look like for my local furniture store:
Note: If you’re a brand new business with zero customers, clearly you won’t have any data yet. You can still use advertising channels, but your market research and competitor analysis (see below) will become even more important.
Step 3: Analyze How Your Top Competitors Are Advertising
Your competitors are already advertising. Which means they’ve already spent time and money figuring out what works.
So instead of guessing, reverse engineer them.
Here’s how it might look for my local furniture store:
One competitor sends weekly promo postcards. Another runs billboard ads on the freeway and has flyers at the nearby mall.
That tells me they’re spending heavily on local print and outdoor ads (and likely getting results from it).
I won’t copy them blindly. But I’ll take notes:
What channels they’re using
What offers they’re promoting
Whether they’re trying to drive foot traffic, calls, or website visits
Then I’ll go online.
I’ll start by manually checking if my competitors are running ads on major platforms.
Many ad platforms have public ad libraries you can search.
Like Google’s Ad transparency, where I can see if my competitors are running ads on Google Search, Google Shopping, and YouTube:
I can also look up their Instagram or Facebook ads in Meta’s Ad Library:
Step 4: List the Channels Your Audience Pays Attention To
Before you finalize your three channels, sanity-check them.
Just because a platform is popular doesn’t mean your audience is paying attention there.
You need to use what you know about your ideal customer’s habits to spot the right fit for your business specifically.
For instance, for my furniture store, let’s say I know that most of my buyers are homeowners in their 40s or 50s shopping for higher-ticket items.
(Ideally, you’ll have internal data to help here, but tools like Semrush can help here with their demographics feature.)
Based on that insight, they’re probably searching on Google, browsing Facebook, checking mailers, and listening to local radio. Not scrolling Snapchat or TikTok.
So I’ll cross those off my list, and I’ll focus on the ones that match how they already consume info.
How to Advertise Your Business on Instagram or Facebook
In my example, I also chose Facebook for one of my channels.
But Facebook and Instagram both use the same Meta ad platform.
So I can run one ad and show it on both platforms if I want.
Instead of targeting keywords (like Google Ads), you can reach people based on:
Location (like everyone within 10 miles of your store)
Demographics (homeowners aged 35–55)
Interests and behaviors (e.g., “interior design” or “recent movers”)
You can choose from image ads, videos, carousels, or Stories.
Meta lets you set your own budget and charges you per result (like per click, impression, or DM).
Before you run your ad, there are a few things you should understand to ensure good ROI:
What ad format matches your goal
How Facebook’s algorithm picks who sees your ad
What action you want people to take, and how to optimize for it
How to Advertise Your Business Locally with Postcards
Postcard campaigns are straightforward.
You create a physical card, choose the delivery area (like ZIP codes or neighborhoods), and send it to local homes through a provider like USPS Every Door Direct Mail or FedEx.
But to get real results, you need to understand the fundamentals:
How to target delivery routes effectively (without needing a mailing list)
What goes into pricing, including printing, postage, and quantity requirements
How early to plan your drop date so cards arrive during your promo window
How to track responses, like adding a unique offer code or asking “how did you hear about us?”
This is one of the simplest ways to advertise your business locally if you’re trying to drive foot traffic fast.
Where to Learn More
Some channels are simple. Like designing a flyer and dropping it off.
Others take more time and practice to get right. Like running Meta ads or setting up Google Ads campaigns.
You don’t need to master every feature. But you do need a handle on how your chosen channels actually work.
That way, your campaign isn’t based on guessing. It’s grounded in real data.
That’s why I’ve put together a free resource library with guides for all major channels. This will help you get up to speed with how each channel works.
When you focus on one product or service, everything gets easier — from writing the ad to measuring results.
Pick something simple, proven, and easy to sell. Ideally:
A best-seller
Something seasonal or in demand
Something customers already ask about often
Something your competitors are actively promoting
For my furniture store, I might go with loft chairs. They’re popular and high-margin.
And one of my competitors is promoting them in Google ads:
You can test other products later. But for your first campaign, keep it focused.
Step 8: Create a Clear, Time-Sensitive Offer
Even the best ad won’t work if there’s no reason to act.
That’s what your offer does. It gives people a reason to click, call, or visit now — not “later.”
Great offers are:
Easy to understand in 1-2 seconds
Focused on one product or service
Time-sensitive (like “ends soon” or “limited quantity”)
Backed by a clear benefit (like discount, free bonus, or fast delivery)
For my furniture store, I’ll offer “25% off all loft chairs until Sunday, June 22, while stock lasts.”
Like this competitor does:
It’s clear. It’s specific. And it makes people move.
A lot of small businesses don’t want to cut into their margins. That’s totally fair.
There are plenty of other ways to make your offer feel urgent, without lowering your price.
You could offer:
Free delivery (especially if competitors don’t)
A small bonus (like a free cushion or add-on service)
Priority scheduling (e.g., “Book this week for earliest delivery”)
A real deadline (something that ends or runs out, like an event or quantity)
Write down your offer clearly before you move on. This is what you’ll build your ad around.
Step 9: Define the Action You Want People to Take
Every ad needs one clear next step.
Click. Call. Visit. Book.
Not all four. Just one.
For my furniture store, I want people in my showroom.
So across Google Ads, Facebook, and postcards, the action would be the same: to get directions to my store.
One of my competitors does this with Google ads:
Whatever action you choose, make it obvious.
If you want calls, put the number up front
If you want bookings, link straight to your calendar
If you want foot traffic, use a bold address or a map pin
Step 10: Build Your Ad Content
This is where it all comes together — your channel, your offer, and your CTA.
Now you decide the ad format, write the copy, and choose (or design) the visuals.
For my furniture store, I’m running three ads across three channels: Google Search, Facebook, and postcards.
On Google, I’ll keep it tight. The ad will match what someone’s searching for. Like “recliner chairs near me.”
The headline? Something like: “20% Off Loft Chairs – This Week Only.”
The description line makes it actionable: “Visit our showroom in Queens. Free parking. Sale ends Sunday.”
No fluff. Just keywords + urgency + next step.
On Facebook, I’ll go visual. I’ll use a clean image of the actual loft chair in a styled room.
The headline might match the offer (“20% Off Loft Chairs”) and the text could highlight one feature. Like “Reclines fully, fits small spaces.”
The CTA button would be something like “Get Directions.” Like this:
For postcards, I’ll design it around simplicity.
Large product photo. Bold offer right up top. Short subtext that reinforces the benefit.
And the bottom section will show store hours, our address, and a small map.
No matter the channel, the roles of each part of your ad are the same:
Your offer is what grabs attention
Your visual or headline is what earns you that extra half-second before they scroll or toss it
Your CTA tells them exactly what to do
If anything’s vague, crowded, or trying to do too much, it gets ignored.
So before you launch, ask yourself:
Would I stop for this?
Would I click it?
Would I know what to do next?
If the answer isn’t yes within 3 seconds, it’s not ready yet.
But if it is ready, it’s now time to work out how to get the most out of your ad budget.
Step 11: Allocate Your $500 Budget Across the 3 Channels
Not every advertising channel costs the same to get results. And not every channel works the same way.
That’s why you don’t want to split your $500 evenly.
Instead, think through each channel using three simple questions:
How much does it cost to show up on this channel?
How likely is this channel to drive your goal?
What’s the minimum budget I need to test it properly?
Let’s walk through my setup.
For my ads on three channels, here’s how I’d split the budget:
Google Ads: $250
People are literally searching for what I sell. So the intent is high — and I want to show up.
But clicks cost more here.
$1.11 is the average cost per click for a keyword like “buy lounge chair.”
Just to give you a sense of scale:
If I spend $250 at $1.11 per click, I’ll get roughly 225 clicks. (This is an estimate. CPC is an average, not a fixed price per click.)
And if just 5% of those people visit the showroom, that’s 11 visits.
That’s why I’m putting the biggest share of my budget here.
It costs more to show up, but the intent is also higher. And that makes it worth testing.
Facebook Ads: $130-$150
I can reach local homeowners for less on Facebook than I can on Google Ads.
These ads aren’t as targeted by intent, but they’re great for visuals and awareness.
I’ll test a couple of versions to see what lands.
Postcards: $100-$120
These have a flat cost with no bidding to worry about.
I’ll send around 500 cards to homes near the store and track if anyone brings one in.
This will cost me approximately $115 to print at FedEx.
Will this split be perfect? No.
But that’s not the point.
You’re not trying to get every dollar “right.”
You’re testing to see which channel shows real promise. Then you can double down in the next round with more data, more confidence, and better returns.
Step 12: Launch All Ads Within the Same 1-2 Day Window
You’ve built the ads. You’ve set your budget.
Now it’s time to launch.
And when you do, launch everything at once.
Here’s why:
If your Google ads go live on Monday, your Facebook ads on Wednesday, and postcards land the week after, that’s three different tests. You won’t know what’s working and what’s just a matter of timing.
Launching all campaigns within the same 1-2 day window gives you a clean read.
Same market. Same conditions. Real signals.
That means:
Hit “publish” on your digital ads
Confirm your start dates on each platform
Submit postcards for mailing (or schedule the drop if you’re batching it)
And once they’re live, don’t touch anything.
No tweaking. No pausing. No panic edits.
You’ll optimize later.
In the next phase, you’ll learn how to track the results and double down on what’s working.
Note: Setting up and launching your first ad campaign takes time.
It has a steep learning curve and can feel overwhelming.
Here are a few things that’ll make it easier:
Check our resource library, where we’ve curated useful links for various ad channels to help you learn how to maximize your budget
Hire freelancers from platforms like Upwork or Fiverr for setup or design help
This phase is simple: Check your results, keep what worked, and fix or cut what didn’t.
Over the next few steps, you’ll learn how to track, compare, improve, and reallocate budget across your three channels.
This will help ensure your next ad campaign achieves better ROI (and avoid you wasting money).
Step 13: Track One Clear Result per Channel Over 14 Days
Don’t try to measure everything.
Just focus on the one action you wanted each ad to drive.
For my furniture store, here’s what I’m tracking:
Google search ads: How many people clicked “Get Directions”
Facebook ads: How many tapped the CTA or sent a message
Postcards: How many walked in with their card and/or mentioned the offer
Log your results in a simple spreadsheet, and check once a day for 14 days.
Two weeks should give your ads enough time to generate meaningful data for this small $500 budget.
Here’s how my spreadsheet might look:
Ad platforms generally provide detailed campaign reports that show metrics like clicks, impressions, cost, and more.
Like Google Ads:
And Facebook:
If you’re running offline ads, they’re harder to measure.
But here’s what I’ve seen work:
Add a promo code they need to show in-store
Ask every customer how they heard about your business
Use a unique phone number or custom page link for each flyer or postcard
You don’t need a fancy tool — just a clear record of what happened.
Because you’ll need that data to figure out what paid off, and what didn’t.
We’ll get into that next.
Step 14: Compare Results to Cost
You’ve seen what happened. Now it’s time to make sense of it.
Ask this question: Was this ad worth my money?
Let’s say, for my furniture store:
Google search ads brought in about 11 showroom visits (from 75 clicks)
Facebook ads brought four (from 48 DMs)
Postcards yielded 8 walk-ins
Let’s say 10 of those visits turned into customers, and each sale averaged $350.
That’s around $3,500 in revenue from a $500 budget.
If I have a 30% profit margin, that’s $1,050 in profit.
This isn’t deep analytics.
It’s a simple check to understand your ROI.
Later, as you test more channels and scale up your spend, you’ll want better tracking systems. But for your first campaign, this level of insight is enough.
Next, we’ll figure out why certain channels didn’t perform and what to do about them.
Step 15: Diagnose What Didn’t Work (and Fix It)
Some ads hit. Some didn’t. That’s normal.
The important part is knowing why.
Because a low-performing channel doesn’t always mean it was the wrong channel.
It might just mean the message was off. Or the audience was too broad. Or the offer didn’t land.
In my experience working with clients, there are four main reasons an ad doesn’t perform:
Wrong channel: It simply wasn’t built to drive the result you wanted
Weak targeting: The right message reached the wrong people
Low-impact creative: The ad didn’t stop the scroll or earn attention
Flat offer: The incentive wasn’t strong or urgent enough to act on
Go back to your underperforming ads and assess them against these factors. Write down where the breakdown likely happened.
And don’t just look at what failed: do the same for what worked.
For my Google Search ads, here’s what likely helped:
The offer matched exactly what people were searching for
The copy was short, specific, and action-focused
The CTA (“Get Directions”) matched the goal: showroom visits
For my postcards campaign, here’s what may have held it back:
I didn’t promote the right product
The headline didn’t stand out enough
The design felt too busy for a quick glance
It arrived too early and lost its urgency by the time the sale started
Don’t guess. Use your campaign data to spot friction and fix it before the next round.
Step 16: Plan Sprint 2 with Smarter Inputs
Your sprint 1 campaign is done. Now it’s time to level up.
You’ve seen what worked. You’ve seen what didn’t.
Here’s what you’ll typically do in the second sprint:
Finalize your channels, keeping what worked, and replacing what flopped.
Set a new, slightly bigger budget, and allocate it accordingly
Refine or upgrade your offer (e.g., stronger incentive, tighter deadline)
Create fresh creatives for each channel
Lock in your next 1-2 day launch window
Track results like before
In my case, for my next cycle, I’ll:
Double Google Ads spending (most visits, clean way to track ROI)
Rework the Facebook ad entirely (lots of clicks, poor conversion rate)
Replace postcards with flyers (cheaper, easier to test)
And I’m going to increase my budget to $1,000. Because now I know what works, I’m comfortable putting in more.
Eventually, as every subsequent sprint improves based on data, we’ll optimize our ads even further.
And with that, our ROI will go up.
Launch Your First Ad Campaign
How you advertise your small business comes down to three things:
Knowing how each ad channel works
Having practical ways to promote your product or service
Following a clear, step-by-step roadmap
To make things easier for you, we’ve put together a downloadable worksheet that includes:
A resource library to learn the top ad channels
A list of real ways to promote your business across different channels
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Nowadays, SEO AI tools are a dime a dozen. There’s always a new platform vying for our attention and offering the best of the best in SEO analysis. But…
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Google AI Mode is search with a brain. It uses AI to answer questions directly, so it’s no longer about just blue links. Type, talk, or upload a photo, and it gives you a useful summary plus follow-ups. Here’s how it works and why it matters.
Google AI Mode is a feature in Search that uses generative AI to deliver full, conversational answers instead of just showing a list of links. It breaks questions into parts, pulls information from across the web, and presents a direct, useful response at the top of the results page.
This new feature doesn’t replace traditional search just yet, but it does build on it. As a result, it changes how people explore information and how content gets surfaced.
Are you curious about how this works? Check out the video below to see Google AI Mode in action while planning an autumn trip to Banff, Canada.
Search becomes a lot smarter
AI Mode handles different types of input, not just text. You can type a question, say it out loud, or upload a photo, and it works out what you mean. That flexibility makes it easier to search however and whenever it makes sense, whether you’re speaking into your phone, typing at your desk, or pointing your camera at something you want to learn more about.
It also uses what Google calls query fan-out. That means it quietly rewrites your question into a bunch of related ones and looks for answers across those variations. Ask something broad, like “best credit card for travel,” and the system may branch off behind the scenes, looking at fees, perks, user reviews, and so on.
AI Mode also pays attention to context. It keeps your previous queries in mind and follows the thread. You can ask follow-ups and get refined answers without starting from scratch.
An example of a search in Google AI Mode
How Google AI Mode works in practice
Using Google AI Mode feels different from standard search, and that shows up in how it delivers answers.
When someone asks a question, AI Mode doesn’t just take the words at face value—it tries to understand the intent behind them. It rewrites the query in several different ways behind the scenes, each one focused on a specific angle.
For example, a search like “what are the best places to travel in fall” might also trigger more specific questions in the background, like “pleasant weather and fewer crowds,” “fall foliage and scenic beauty,” or “unique experiences and cultural events.” AI Mode runs all of those in parallel, scans multiple online sources for useful information, and pieces together a response that covers what the user likely meant, even if they didn’t spell it out.
The response doesn’t look like a typical search results page. Instead of a list of links, users see a short summary stitched together from different sources. It reads more like an answer than a directory and can include images, maps, and more.
With AI Mode, you can also keep the conversation going. You could ask follow-up suggestions like “compare destinations in Canada,” “check visa requirements for Canada,” or “see average weather in British Columbia”. It helps users toward the next thing they might want to know without making them start over. The video at the top of this article shows this in practice.
The opening screen of Google’s AI Mode where you enter your questions
Behind the scenes, AI Mode uses passage-level retrieval. Rather than ranking entire pages, it scans individual sections, like a single paragraph, list, or sentence, to find the parts that answer specific pieces of the question.
That means a well-written section buried halfway down a product guide or FAQ could be surfaced, even if the full page wouldn’t normally show up high in the results.
This alone could make us rethink visibility. It’s less about a page’s overall ranking and more about whether any part of it directly addresses what someone is asking.
The focus of content is changing
AI Mode shifts how content gets discovered. It’s less about ranking in the traditional sense and more about providing answers that are both useful and directly relevant to what someone is asking.
The system is looking for content that fits into a specific response. That means structure matters, like clear headings, focused sections, and formatting that makes key points easy to extract. But usefulness on its own doesn’t guarantee visibility. The content has to align with the intent of the query in a very specific way.
Covering a topic from different angles helps. It gives your content more chances to match how people frame their questions, even when those questions vary in wording, detail, or focus. Visibility often depends not just on quality, but on precision.
Google AI Mode does several searches at the same time, while also looking at a large number of sites
What does Google AI Mode mean for SEO?
Google AI Mode could shift what we aim for. Visibility now depends on whether your content can deliver value right away, often in small, specific pieces. Google’s pulling answers from across the web: a sentence from one page, a stat from another, maybe a checklist from a support article.
That might feel limiting, but it opens up opportunities. If others are still optimizing for old patterns, there’s space to improve. Recognizing this shift early can give your brand a real advantage.
It also rewards a stronger understanding of how people search. Pages, tools, and features that directly answer real questions and make that answer easy to find stand a better chance of getting picked up.
Google added an AI Mode button to its search homescreen
Where it’s going
Google is folding AI Mode into regular search experiences. On some questions, especially ones that ask for a comparison, a definition, or a plan, it’s already showing AI-generated results first.
That approach is expanding. More queries will likely trigger this kind of response over time, which means the way content gets surfaced will keep shifting. Long, keyword-heavy pages won’t offer the same payoff they once did. What works now is content that’s clear, helpful, and flexible enough to match how people explore a topic.
Chances are, AI Mode isn’t a side feature for long. It’s looking more and more like the future of Google Search.
How to access Google AI Mode
AI Mode is rolling out now in the U.S. and India. If you’re using Google Search or the Google app, you’ll start to see a new AI Mode tab either at the top of the results page or right in the search bar. This gives you access to more advanced AI responses, improved reasoning, and a deeper view of web content through follow-up questions and linked sources.
If you don’t see AI Mode yet, it’s likely still rolling out. Expect it to appear automatically soon. Once it shows up, you can use it without any special sign-up or activation. Once Google figures out monetization, we’ll see it roll out AI Mode to more countries soon.
You can also access it from search results. If Google thinks your query fits, a “Try in AI Mode” option may appear automatically. Trying it out firsthand gives the clearest insight into how responses are built and how your content appears.
Meet Google’s AI Mode
Google AI Mode signals a shift in how search works. It’s not just about rankings anymore. It’s about how helpful your content is and how easily it can be used to respond to real questions.
This change gives SEO and content teams a reason to look at their work differently. Clear structure, focused writing, and alignment with how people search all play a bigger role in visibility.
It’s a good time to step back, reassess what’s working, and explore areas you may have overlooked. For many, this is a chance to improve useful content, refine formats, and meet search expectations in new ways.
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We’re excited to announce the Google Trends API alpha test. This new API will help
Researchers, Journalists, and Developers to understand Search behaviors and patterns.
While Trends data is available through the Trends website, the API provides new ways to
use the data inside your organization in a scalable way.
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Google SERP (search engine results page) is full of handy features and enriched organic results nowadays – the so called rich snippets. In this guide I will show you…
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Black Friday is the biggest rush of the year for most ecommerce businesses, and it is right around the corner. The most successful merchants prepare for Black Friday early and follow a structured plan to prepare their stores, ensure visibility, and convert first-time visitors into long-term customers.
This guide breaks down your preparation into three categories: Basic, Intermediate, and Advanced. Each section builds on the last so that you can grow your readiness over time, regardless of your team size or budget.
Basic: Start with what you can control for Black Friday
These actions lay the groundwork for everything else. Without these, no advanced strategy will stick.
1. Optimize your metadata
First impressions matter, and your metadata is the first thing users see in search results. So make it count and leave a lasting impact.
Why it matters: Strong metadata can improve visibility and attract more clicks. When your titles and descriptions align with what shoppers seek, your chances of standing out rise significantly.
Actionable tips:
Prioritize metadata for high-traffic products and category pages.
Include seasonal keywords such as “Black Friday deals” or “holiday gift ideas.”
Keep titles and descriptions concise and compelling.
With Yoast SEO for Shopify and Yoast WooCommerce SEO, you can preview and improve your metadata in real time. The tools flag missing or duplicated fields and guide you on how to write content that earns clicks.
2. Optimize product pages for both humans and search engines
Product pages are the moment of truth. They’re where curiosity turns into clicks and clicks turn into customers.
Why it matters: No matter how great your traffic or ads are, most people will leave without buying if the product page feels confusing or incomplete. A well-structured page improves your chances of ranking in search and helps buyers feel confident in their decision.
Actionable tips:
Lead with benefits, not just specs. Tell shoppers how the product fits into their lives.
Use bullet points and headers to make details skimmable.
Reinforce trust by showing stock levels, customer reviews, and delivery clarity.
Bulk update how you showcase your product on Shopify using Yoast SEO for Shopify Content Templates feature.
Yoast WooCommerce SEO and Yoast SEO for Shopify help your product pages appear cleanly and clearly in search results. They add structured data behind the scenes and check your content for SEO and readability so you can focus on turning visitors into buyers.
3. Use internal links to guide traffic
Internal linking guides customer to surface key pages, maps user behavior, and boosts your site’s SEO.
Why it matters: Internal linking helps search engines understand your site structure, distributes authority to key pages, and guides visitors toward high-converting content. It keeps users engaged, supports SEO, and makes your promotions easier to surface across your site.
Actionable tips:
Link to your Black Friday page from key blogs and evergreen content.
Feature top categories or bestsellers in your navigation.
Use anchor text that aligns with what users are searching for.
Yoast WooCommerce SEO offers internal linking suggestions as you write, making keeping your content connected and strategic easier.
Fast wins and common pitfalls
Once you have set up the basics, some steps can help you boost impact quicker and avoid costly missed opportunities.
Fast wins:
Swap stock photos for original product shots
Double-check coupon logic and expiration dates
Test any gift wrap or personalization options on product pages
Big pitfalls to avoid:
Waiting until November to publish seasonal content
Using duplicate product descriptions from suppliers
Letting broken links or outdated pages remain live
Intermediate: Strengthen your SEO and campaign strategy
Once the technical foundation is stable, it’s time to focus on your content and promotions.
4. Test and improve your site’s speed
Site speed directly impacts user experience, especially during high-traffic periods like Black Friday. Slow-loading pages frustrate shoppers and lead to lost sales.
Why it matters: A fast site supports smoother browsing and quicker checkout. Search engines consider page performance in rankings, and users are more likely to buy when the experience feels seamless.
Actionable tips:
Use performance monitoring tools to identify slow pages.
Compress and resize large images to reduce page load times.
Deactivate unused plugins (WooCommerce) or apps (Shopify).
Clean up excessive code or bulky page elements.
While Yoast SEO is not a speed optimization tool, clean site structure and proper internal linking help improve crawlability and engagement, indirectly supporting performance.
5. Create a focused Black Friday landing page
Your landing page is the command center for your seasonal promotions. It’s where visitors decide to browse further or bounce.
Why it matters: A dedicated page gives your Black Friday campaign direction and cohesion. Instead of scattering your offers across the site, it provides a clear path for shoppers to follow. It simplifies navigation, allows for better internal linking, and gives you a consistent, trackable URL for email campaigns, ads, and site banners. Plus, it’s reusable! Just update the content each year.
Actionable tips:
Create a short, memorable URL like /black-friday-deals and keep it live year-round.
Showcase limited-time offers, bundles, top-selling categories, and exclusive discounts.
Use persuasive headers, quick-loading images, and CTA buttons that lead directly to product pages.
Answer common buyer concerns upfront, e.g., shipping deadlines, return windows, and local pickup options.
6. Segment your email list and automate flows
Email isn’t just another marketing channel during Black Friday; it’s your direct line to customers ready to buy.
Why it matters: Blasting the same message with monotonous tone to everyone no longer works. Crafting compelling emails with personalized messages that resonate with the reader is key to email marketing. People are more likely to open, click, and shop when an email speaks to their pain points and highlights the solution. A segmented email list means you’re talking to people based on what they care about: early access, bundles, or a product they viewed or left in their cart.
Actionable tips:
Break your list into clear segments, e.g., loyal customers, cart abandoners, and holiday-only shoppers.
Map out your flow: teaser email, early access offer, launch announcement, final hours.
Track performance with UTM parameters like utm_campaign=bf25 so you can optimize in real time.
7. Create content that helps people find your deals earlier
Buyers don’t always search for discounts. Many start with questions or ideas like “affordable gifts for coworkers” or “best tech gift under $100.”
Why it matters: Helpful blog posts and gift guides pull in people who aren’t searching for your brand yet. These early touchpoints introduce your products and lead them toward your Black Friday offers.
Actionable tips:
Write guides and roundups tied to real shopper intent.
Use long-tail keywords that match seasonal search habits.
Add smart internal links to featured products or your Black Friday landing page.
Fast wins and common pitfalls
Once your product pages are polished, tighten up the surrounding details.
Fast wins:
Set a calendar reminder for your campaign email and social media schedule
Add an announcement banner linking to your Black Friday page
Test your email signup and welcome flow to catch any issues
Big pitfalls to avoid:
Forgetting to link email campaigns to relevant landing pages
Using inconsistent messaging and UTMs across channels
Launching your Black Friday page too late for indexing and ranking
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Advanced Black Friday preparation: Boost visibility, trust, and retention
If you’re already doing the essentials well, these strategies will help you scale.
7. Improve your chances of showing up in local search
If you offer in-store pickup or have a physical store, don’t miss out on the people searching near you. Shoppers looking for same-day purchases often skip past online-only stores.
Why it matters: When someone searches for a product near them, being present in the results can drive instant foot traffic and build trust before they even walk in.
Actionable tips:
Ensure your name, address, and phone (NAP) are identical across all pages and listings.
Update your opening hours and add clear pickup instructions.
Add content to your site that mentions your location, city, or neighborhood.
Yoast Local SEO is included in the Yoast WooCommerce SEO. It helps you create and manage local schema and landing pages that appear in search. (It is not available for Shopify.)
8. Use structured data to stand out in search
When someone searches for a product and your listing shows price, availability, or reviews, that’s not luck. That’s structured data.
Why it matters: Rich snippets give your products more space in search results, credibility, and clicks.
Actionable tips:
Add structured data (schema) for Product, Offer, and Review to top-selling listings.
Use Google’s tools to check that your schema is implemented correctly.
Use product variant schema to improve your chances of showing in rich search results.
9. Set up post-purchase flows before the sale starts
Black Friday may be over at checkout, but it’s just the beginning of your relationship with a new customer.
Why it matters: People who buy during Black Friday often need reassurance and support. They’re far more likely to come back if they feel taken care of.
Actionable tips:
Set up automated flows for thank-you messages, setup tips, and review requests.
Offer a discount for a second purchase or referral.
Guide people back to your product pages or Google review profile.
Taking care of this now means you can focus on fulfillment and service during the Black Friday rush.
Fast wins and common pitfalls
A thoughtful follow-up and last check make sure you build on opportunities and are ready for what might come your way.
Fast wins:
Recheck your sitemap to ensure new pages are indexed
Update your business hours and contact details in your footer
Enable review requests to trigger automatically post-purchase
Big pitfalls to avoid:
Making last-minute technical changes with no buffer
Ignoring mobile performance and checkout testing
Overlooking schema validation or broken structured data
Final thoughts
Preparing for Black Friday is about being proactive, not reactive. Every SEO improvement you make now, from product pages to local visibility, will help you attract more shoppers and turn clicks into customers.
Yoast gives you the tools to stay ahead: clearer product listings, stronger search visibility, and smart automations that scale with your store. Whether you’re using Shopify or WooCommerce, optimize now to be ready before the crowds arrive.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-07-22 12:40:022025-07-22 12:40:02How to prep your Shopify or WooCommerce store for Black Friday before the rush starts
The summer is well on its way. Should you already start preparing for Black Friday and the holiday season? Yes! They’re the biggest sales of the year, and ranking in Google is something you take time to do. It’s never too early to start getting your deals ready. So, if you are a merchant with an online store or an ecommerce business, let’s start working on your holiday season and Black Friday SEO immediately!
Don’t forget that Black Friday (November 28, 2025) and Cyber Monday (December 1, 2025) are kicking off this year’s holiday shopping season. You can set up a lot of content for all occasions. In this post, we’ll review some things you can do to prepare!
Today, people are used to shopping online. It’s easy and convenient. You don’t have to travel only to find something out of stock. Plus, online stores often offer payment plans. Shopping online is so popular that online sales during the holiday season keep hitting record after record. And the numbers will only continue to rise. That’s why it’s safe to assume that people will buy many (if not most) holiday gifts online this year.
Staying on top of trends to prepare for the holiday season is good. E-commerce is still growing, and consumers expect more every year. Here are some actionable tips for the upcoming Black Friday and holiday season to improve your SEO:
Discount deals and alternative payment options (Buy now, pay later) should be part of your ecommerce strategy
Brands should provide a consistent purchasing experience across digital/online and physical stores
To minimize returns, brands should make their product pages as comprehensive as possible
Holiday season marketing campaigns should be tailored to each platform to ensure maximum effectiveness
Online is where it’s at
Of course, in-store or curbside pick-up will still prove popular. However, most people research their ecommerce purchases online – sometimes weeks in advance! So don’t be surprised when the holiday shopping season starts well before Black Friday and continues for weeks.
Extending Black Friday, Cyber Monday, and other holiday season online deals for a few days or weeks can be a good idea. This is especially true if you want to prevent huge crowds from gathering at your store on a specific day. That won’t be a good shopping experience for anyone involved, so spreading these deals over an extended time is probably better.
Start preparing in time
Dive into the data you amassed during previous Black Friday and Cyber Monday events, and see if you can come up with improvements for your e-commerce holiday season SEO. Bear in mind that it takes a while for content to rank. So, to keep up with the competition, try to get your content in gear at least 45 days ahead. That’s often recommended. Of course, you can always start preparing earlier if that works better for you. Your schedule could look something like this:
45 Days in advance: Post your promotion to your website calendar and post a save-the-date post on social media and in your email newsletter.
7 Days in advance: Post upcoming events/promotions on social media and via email. Try to encourage other (small) businesses to share it with their followers.
1 Day in advance: Post an event reminder on social media.
It’s a good rule to remember these steps and time frames. However, you can do much more than set up new pages and renew old ones. Let’s look at a few practical tips.
1. Do holiday season keyword research
Keyword research is important all year, but especially during the season when your online store starts having big sales. You have probably worked on this research previously, but now is the time to dive in again. There are always things to learn, like developments in your industry, changes in consumer behavior, or new trends and topics to discuss.
Start early with your research to give yourself enough time to produce high-quality, helpful content that helps reach those new audiences. While using generative AI tools to generate holiday season SEO content for your e-commerce business is enticing, please be careful with that. Generative AI can help you do your job, but it can’t replace your valuable insights and opinions.
First, we must consider what category or particular landing pages make sense for the upcoming holidays. You can always set up pages like ‘Best gifts for parents/millennials/teens’, ‘Newest deals for your 6/10/12-year-old’, and ‘Best friend/grandparents/coworker discounts’. You could also think of ‘Top 10 gifts for outdoor/skiing/parasailing enthusiasts’ and ‘Top 3 deals for stay-at-home parents’, etcetera.
To increase the chances of your gift pages ranking, boost their internal linking structure. You can also link the previous all-year holiday season pages, such as specific Christmas landing pages (‘Top 7/10/25 gifts for under the Christmas tree’) to boost these when the time has come. That could be around the 45-day mark, but we would be okay with stretching that to 60 days. You’ll need to give Google and other search engines enough time to follow your links and find your specific holiday season SEO landing pages with deals.
3. Promote on social media and in your newsletter
Social media like X and Instagram can play a massive role in the success of your (online) Black Friday sale. Take Pinterest, for instance. Many people have a Pinterest Christmas wish list. As a merchant, it would be amazing to get your products on people’s wish lists, which can positively impact your reach and maybe even your sales.
While you’re at it, don’t forget to share your Black Friday gift pages on Facebook and other social media. Maybe even make short videos to post on TikTok. In the previous section, we mentioned the top ten lists. We all know these still work pretty well on social media. Yoast SEO can help you optimize your social media posts before you share them.
Email marketing
Last but not least, remember your email marketing! For many companies, newsletters provide a steady stream of income. Be sure to plan a good campaign for your newsletters.
For example, we recommend setting up holiday gift guides and sharing these. You can create an excellent overview of many gifts that many people will enjoy. ELLE and Target have pages like that, and so do more companies.
4. Introduce new products
The holiday season is an excellent time to pitch new products. If you know of potential bestsellers for the upcoming holiday season, start writing content about these products now. You can compare it to tech sites writing about concept iPhones, features that Apple might add, etc.
The more you write about new products upfront, the more likely the sales pages for these products will rank when it matters. You should link all pages you made in advance to that one main page you’ll set up when the product is released and available to buy. Treat that page like cornerstone content.
5. Add structured data to your product pages
When adding or changing your product pages to fit the holiday season, don’t forget to optimize them. Check, for instance, whether you’ve added structured data to your product pages. Rich results that show ratings and prices can give you an edge over your competitors. Our WooCommerce SEO plugin, Local SEO plugin (included in Yoast SEO Premium), or Yoast SEO for Shopify app can help you do this to improve your holiday season!
Example of a product appearing in the search results if you use structured data.
Don’t forget to optimize your e-commerce product feeds for Black Friday and holiday season SEO. This maximizes visibility and sales during this high-traffic online shopping period. Start by ensuring all product information, such as titles, descriptions, prices, and availability, is accurate and up-to-date. Check if the products that need them have relevant Black Friday keywords to enhance discoverability. Use high-quality, clear images to showcase your product.
Use the promotions feature in Google Merchant Center to prominently display special deals and discounts for Black Friday and Cyber Monday. This way, you’ll make your offers more attractive to potential buyers. Please update your feed regularly to reflect real-time inventory changes and fix errors to maintain product visibility.
7. Reuse content
There’s no shame in serving old wine in a new bottle. If you have a Black Friday or a Christmas gift guide for 2024, feel free to reuse it in 2025. Update the year and details like popular brands and products for that year. If the slug of your URL is /black-friday-guide-2024/, change it to /black-friday-guide-2025/ around August next year, and redirect the old URL to the new one. No need to create a new page. It would be a waste of nice inbound links not to reuse that old URL. Of course, this is even easier if you don’t include the year in the URL, so /black-friday-guide/ is also an excellent slug.
In the months before the holiday season, you could even simply repost popular posts from last year (a bit adjusted or updated if needed) on social media. Valentine’s Day might even become Secret Santa. Cyber Monday might match your child’s favorite gifts for Ramadan. These are probably small adjustments; perhaps just adding ‘this Ramadan’ to a meta description or title will do.
It’s a good idea to check and optimize your website for speed and mobile use. Trust us; you’ll get these recommendations from an SEO blog or consultant daily. And with good reason! Mobile, site speed, and user experience are essential to get people to spend money on your ecommerce business this Black Friday. When preparing your online store for the holiday sale season, this is as good a time as any to check your mobile website and site speed, and update or improve them if possible.
Investing in local SEO for Black Friday and Christmas shopping is essential for local businesses aiming to attract more customers. Begin by optimizing your Google Business Profile with accurate business information, including address, phone number, business hours, and any special Black Friday/Cyber Monday hours or promotions. Encourage satisfied customers to leave positive reviews. Use local keywords in your content, focusing on terms your community will likely search for, such as “Black Friday deals in [Your City].” Additionally, engage with your local community on social media by promoting special deals to drive more foot traffic to your store.
10. Create a measurement plan
All set? Remember to make a measurement plan to analyze your success. Write down all your plans, then think about how to track all your actions. This is key to knowing what to focus on next year. For detailed instructions on analyzing your Black Friday, Cyber Monday, or Cinco de Mayo shopping, read our post with five tips to measure your holiday sales success.
What should you do when the holiday season is over?
How do you handle the product pages of holiday gift sets after the holidays? Even if the gift set or product was a great success, and you want to offer it again next year, it’ll take a while for the page to be relevant again. What is the best way to deal with these pages in the meantime?
Our advice: Keep the pages up. However, you don’t necessarily want them visible to people browsing your site. So, have the page up without linking, then link to it again during the holiday season. This is better than deleting it and starting again.
Conclusion on holiday season SEO
In short, now’s the time to buckle down and start writing holiday gift pages and content for new products. Remember to plan your social media promotion and analytics. After all, you can never start too early when your online business depends on the holiday season. Be prepared; begin now with your SEO. Good luck with your holiday season sale!
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-07-21 11:00:362025-07-21 11:00:36Holiday season SEO: 10 tips to start preparing!
Off-page SEO is everything you do outside of your website to help it rank better in the SERPs. On-page SEO focuses on content, site structure, and technical improvements, but off-page SEO looks at building credibility from outside. There are many ways to get there, from link building to social media to earning those coveted brand mentions.
With off-page SEO, you try to gain trust and credibility for yourself or your business. A big part of this strategy concerns link building, which involves getting other websites to link back to yours. Doing this shows search engines that your content is helpful and worth looking at.
Remember that it’s about the quality of links, instead of the quantity. A few high-quality links from trusted websites will help more than lots of links from low-authority ones. But links aren’t the only signals that matter.
Mentions of your brand name or domain from other websites also help build authority. Even without direct links, consistent references in articles and forums show that people are engaging with your brand.
Social media builds on that exposure. Sharing content where your audience spends time can boost visibility, which in turn can lead to more mentions, traffic, and backlinks.
Local SEO is another area of off-page SEO. Using tools like Google Business Profile and getting reviews helps your business appear in location-based searches. It’s especially useful for service businesses or companies with physical locations.
You can also experiment with creating content for different audiences to naturally attract attention. Reusing content in different formats, like videos, blog posts, or infographics, keeps your reach wide. You can also work with experts or influencers, as these can introduce your brand to new audiences and help build visibility.
Why off-page SEO matters for your site
Search engines want searchers to see trustworthy content. With off-page SEO, you can prove your site is dependable, and the quickest way to do this is when others refer to or recommend it. Good links from strong websites act like references, building confidence in your content’s value.
Even unlinked brand mentions help. When your name keeps coming up across the web, algorithms pick up on it. A strong digital presence makes a difference, whether that’s engaging with others online, through media coverage, partnerships, or content sharing.
While not directly tied to rankings, increasing your online visibility can lead to more searches, shares, and links, which can lead to increased traffic.
All these efforts support the broader goal of demonstrating that your website is run by real people with knowledge and experience. They help search engines judge how much they can rely on your content.
Link building is a big part of off-page SEO
Links from other websites tell search engines that your content is worth showing. That’s why link building is one of the key parts of off-page SEO, but not every link is equal.
Search engines find links from high-authority, topic-relevant sites more important. Getting those kinds of links usually means creating content that people want to reference, such as guides, studies, or tools.
Outreach plays a role, too. You can connect with other websites, offer guest posts, or share original insights. Over time, this builds relationships and can lead to higher-quality backlinks.
PR and content marketing also help, whether you contribute expert opinions to news outlets or create something worth citing. It’s more effective than mass emailing or buying links, the latter of which you shouldn’t do anyway.
Part of your job should be managing your existing links. SEO tools such as Ahrefs and Semrush can monitor broken or lost links and help fix or replace them.
If you are successful, link building can be more than just a tactic. It can show that others recognize your site as trustworthy, and that recognition, measured through linking, can improve rankings and drive traffic.
Social media’s impact
Social media doesn’t directly affect ranking, but it helps people discover and share your content. That kind of exposure can lead to links, searches, and increased brand familiarity.
Platforms like LinkedIn, X, Reddit, and Instagram let you speak to your audience and encourage interaction. When people find value in what you publish, they tend to share it or come back to it.
In time, these interactions build brand recognition. While this might not have a clear SEO metric attached, it does support and improve your visibility. Collaborating with influencers expands your audience even more. If they share something you’ve created, it can get picked up and linked to by others.
Video is playing an increasingly important role in this. Research from BrightLocal shows that many U.S. consumers are drawn to video content directly from businesses discussing their products or services. Over a third of consumers prefer this type of video, even more than those shared by friends, influencers, or typical social media reviewers. Additionally, 31% of individuals find value in watching videos from regular social media users.
Use insights from these platforms to spot what your audience cares about. That helps shape better content, which can trigger organic shares and mentions.
Local SEO as an off-page SEO strategy
For locally oriented businesses, off-page SEO means being easy to find and well-reviewed locally. Start with accurate business info across online directories, so make sure that your name, address, and phone number (NAP) are consistent. Search engines use this to match your business to search results.
Your Google Business Profile needs regular attention, so photos, updates, and timely responses to reviews all help. In that same BrightLocal research, 89% of respondents say they expect merchants and business owners to reply to all types of reviews.
Encourage satisfied customers to leave public reviews. New reviews show search engines and potential visitors that your business stays active and involved. A complete, active listing stands out to local customers and improves your chances of appearing in map results.
Try building links from other local businesses or organizations. These carry weight in local SEO. Sponsoring events or working with local publications can lead to mentions and coverage.
Being visible in your area is not just about what local content you have on your site, but also about how your local audience views your business online.
Carefully replying to your reviews manages your online reputation
Expertise and trust
With off-page SEO, you have many opportunities to show your expertise. Sharing your knowledge can build trust, which in itself can create useful input for search engines.
Guest posting on reputable websites reaches people already interested in what you have to say. If those sites link back, it’s a plus for SEO, except when shady things happen, of course.
You can also take part in forums and Q&A sites. Offering useful, relevant insights gets your name out and sometimes leads to mentions from others who find your content helpful.
Podcasts, webinars, and speaking events work the same way. Participating in discussions in your space helps establish expertise and can result in new traffic or backlinks from media coverage or event promotions.
Collaborating with other professionals through research or shared content introduces your work to their audience and can lead to more recognition and links over time.
You shouldn’t just focus on creating more content, but try to actively lead in your field. If your business is perceived as the go-to place, this builds trust with both your audience and search engines.
How off-page SEO impacts AI-driven search
Search is changing quicker than ever. Beyond the classic search results, people are now using AI tools like Google’s AI Overviews and AI Mode, Perplexity, Microsoft Copilot, and chat assistants like ChatGPT to find answers. These tools use large language models (LLMs) to pull information from across the web, and off-page SEO plays a role in how your content shows up.
When your brand or website appears on high-quality, trusted sites, it increases the chances that AI tools recognize your content as reliable. Structured citations, strong backlinks, and consistent brand mentions all help LLMs “see” your site as a good source. This can lead to your content influencing or being featured in AI-generated summaries and answers.
Authority, trust, and topic alignment are all important. The more your content is referenced or quoted by reputable sources, the more likely it is to appear in conversational search results or be used to answer common questions. Find out how to optimize content for AI LLM comprehension using Yoast’s tools.
Off-page SEO now supports not just link-driven visibility, but also discoverability in AI search and chat tools. It helps improve your overall presence, so it doesn’t matter whether someone uses Google, social media, or an AI chatbot to find information about you.
Off-page SEO helps widen the scope
Off-page SEO works together with on-page work to strengthen your website’s reputation across the web. First, it helps your users, but it also helps search engines and AI tools recognize your content as trustworthy and relevant.
Whether you’re earning backlinks, encouraging brand mentions, engaging on social platforms, or building local visibility, each off-page signal adds to your authority. Collaborations, reviews, and expert participation show real experience behind your site.
These strategies now also influence how content surfaces in AI-generated results. That means off-page SEO doesn’t just support traditional rankings, but it also helps your brand stay discoverable in new, AI-powered ways.
The more consistent, trusted, and present your brand is across the web, the more likely it is to show up wherever people are searching, even if they’re not using a classic search engine. Build trust, stay visible, and let your off-page efforts work across search formats, now and into the future.
I asked ChatGPT: “What are the best resources to learn SEO in 2025?”
The response mentioned Backlinko twice.
Here’s the thing: We don’t rank #1 in Google for “best SEO resources.” (Ads, Reddit, and AI Overviews take up that real estate).
We haven’t even optimized for “best SEO resources,” but we got mentioned anyway.
That’s LLM seeding in action.
Organic traffic is dropping across the board. Large language models (LLMs) are now answering your audience’s questions directly, quietly hijacking the clicks you used to count on.
Maybe you’ve already seen the dip. Maybe you see the writing on the wall.
Either way, it’s time to fight back — with a new kind of visibility strategy.
In this guide, you’ll learn:
What to publish so LLMs actually cite you
Where to seed your content for maximum pickup
And how to track whether your brand is showing up
Get your brand into the conversation now — so you don’t get left behind.
What the Heck Is LLM Seeding?
LLM seeding is the practice of publishing content in the formats and places LLMs are most likely to scrape, summarize, and cite.
Here’s an example of a Backlinko article that encourages scraping with an LLM-friendly format:
In other words: You’re not just optimizing for Google.
You’re optimizing for ChatGPT, Claude, Perplexity, and any other LLMs or AI search engines your audience uses.
Here’s how it works:
You create AI-friendly content, such as comparison posts with tables and FAQ sections.
And publish it in places LLMs look for information. (More on this later.)
When people ask LLMs for information related to your industry, they mention your brand in the answer.
Often, they don’t include a link to your site.
Still, that mention sticks.
Users notice it, remember it, and later search for your brand directly.
Over time, these citations drive more branded searches, direct traffic, and trust in your name.
While LLM seeding is a new strategy, you’re not starting from scratch.
It builds on everything you already know about SEO, content marketing, and PR.
The difference? It requires a fundamental mindset shift.
You’re no longer optimizing for clicks. You’re optimizing for citations.
And instead of trying to rank #1, you’re influencing what AI tools say about your brand.
Adopting this new approach means rethinking how you show up online.
But it’s how you’ll stay visible and influential as search continues to evolve.
3 Big Benefits of LLM Seeding
Still chasing backlinks and rankings?
According to a Semrush study, AI search traffic will surpass traditional search by the end of 2027.
Shift your focus to LLM seeding now to stay competitive.
And prepare for a zero-click, LLM-driven world.
1. Brand Exposure Without Traffic Dependence
Here’s the problem:
Searchers no longer have to click search results to get the information they need.
Google’s AI Overviews and AI Mode provide detailed answers to questions and step-by-step instructions.
LLMs allow searchers to bypass Google and other search engines entirely.
They provide product recommendations, summaries, answers … you name it.
For many site owners, this is resulting in a noticeable decline in traffic.
So, what’s the answer?
Becoming the answer.
When LLMs cite your brand, you become part of the conversation.
Which helps your brand stay top of mind, even without the click.
2. Authority by Association
One of the biggest wins of LLM seeding? Instant credibility.
When large language models mention your brand alongside industry leaders, it boosts your authority.
Case in point: I asked ChatGPT to recommend products for dogs with leaky gut.
It suggested Purina and Zesty Paws, two huge brands.
But it also recommended Adored Beast, a much lesser-known pet brand.
That’s the beauty of LLM seeding.
You don’t need a massive budget or a #1 ranking.
You just need to publish content that LLMs want to cite.
3. Leveled Playing Field
In traditional search, the highest-ranking content wins.
But LLMs work differently.
They prioritize the best answers, no matter what page they’re on.
In fact, almost 90% of ChatGPT citations come from positions 21+, according to Semrush’s study.
So, your comparison post on page 4 could get cited more than a competitor ranking in Google’s top 5 — if your content provides better answers.
Sounds good? Now, I’ll cover how to create LLM-friendly content.
What to Publish (So You Get Cited by LLMs)
LLMs are citation machines. But they need content from credible sources.
Here are the formats that consistently get picked up:
Structured “Best Of” Lists
Both readers and LLMs appreciate a “best of” list — especially ones with clear structure and useful comparisons.
For example, I asked Perplexity what the best mattresses are for back pain.
And review site Sleep Advisor was one of its sources.
This site publishes “best of” articles often and has a rigorous testing process, two important components of LLM citations.
But to get cited, your list needs to go beyond the basics.
Start by explaining how you selected the items on your list.
LLMs prioritize content that shows transparent, well-reasoned decision-making. (Just like your readers do.)
This added context also helps LLMs match your content to the questions people are asking.
Sleep Advisor includes details about its testing process upfront in articles so readers (and LLMs) can’t miss it.
Another AI-friendly component of a “best of” list?
Giving each item a “best” rating that matches search behavior:
Best for freelancers on a budget
Best for advanced analytics
Best all-in-one solution for remote teams
If you’ve used LLMs, you know they quote these phrases in responses.
But it also helps users self-identify, which can increase leads and conversions.
For instance, Sleep Advisor awards mattresses with targeted “best” ratings.
Like “best mattress for upper back pain” and “best mattress for stomach sleepers with back pain.”
Now, consider your content’s structure.
This is where semantic chunking comes in.
Semantic chunking means organizing your content into short, clearly labeled sections that focus on a single idea or answer.
Why does it matter?
Chunked content with natural language headers makes it easier for AI to parse, understand, and pull relevant snippets into responses.
Use the same layout for every entry. A repeatable structure signals credibility and makes your content easier to extract and cite.
For example:
Item name + best rating
Quick summary
Key features or standout capabilities
Pros and cons
Pricing
Take it even further by adding scoring systems or ratings.
Sleep Advisor awards a 1-to-5-star rating based on hands-on testing across categories like pressure relief, motion isolation, cooling, and responsiveness.
That kind of structured, criteria-based scoring makes your content more credible … and easier for LLMs to cite.
Overall, anything that makes your content easier to skim and read will also help make it LLM-friendly.
This includes bullet lists, tables, and summary boxes.
First-Person Product Reviews
Authentic, hands-on reviews are another format LLMs tend to favor.
Why?
Because real testing equals real credibility.
LLMs surface these types of reviews because they:
Include measurable outcomes
Follow repeatable testing processes
Use specific, quotable phrasing
Let’s look at Wirecutter’s electric standing desk review, for example.
They have a “Why you should trust us section” that states they’ve tested 40+ adjustable desks since 2013.
This is a clear, measurable signal of expertise.
So, get granular and provide all your testing details:
Explain how many items you tested
Describe who did the testing, what their credentials are, and when it was conducted
Outline your methodology or criteria
This shows LLMs and your audience that your review is authentic.
Short, declarative lines are also important to include because they’re extract-friendly.
Here’s an example from the Wirecutter article:
The Branch Duo Standing Desk is a good option if you have limited space or are over 5-foot-8. But it doesn’t offer nearly as many customizable features as the Uplift, and there’s no option to upgrade to an advanced keypad.
Did you notice it includes both positives and negatives?
Balanced statements show you’re giving a fair, experience-based evaluation, not a sales pitch.
That kind of transparency helps establish trust with users and LLMs.
Comparison Tables (Especially Brand vs. Brand)
Mid-funnel users use AI platforms to help make purchasing decisions.
This is why it’s crucial to create content that compares your product to alternatives.
The key?
Present it in a clean, structured format, such as a table or chart.
Like this Backlinko article that includes a table to help readers choose the best PPC tool for their needs.
To make your comparison tables citation-worthy, focus on three things:
Use-case verdicts: Don’t just compare features. Tell readers which option is better for freelancers, agencies, enterprise teams, and more.
Highlight tradeoffs: Include both strengths and weaknesses for each option to add credibility
Citation-ready phrasing: Make each recommendation easy to cite. Instead of “Tool A is more feature-packed,” write “Tool A is the best choice for teams on a budget that need features like multi-user logins and grammar checking.”
This kind of clarity makes it easy for LLMs to quote your content when users ask: “Which one is better for [my specific use case]?”
FAQ-Style Content
LLMs are trained on Q&A content from platforms like Quora, Reddit, and other public forums.
So, it’s no surprise that FAQ formats perform well. They match the structure LLMs were built to understand.
For this reason, you’ll want to add FAQ-style posts to your content rotation.
You can identify customer questions in the following ways:
Once you’ve chosen your questions, structure them as subheadings in your article.
And write concise responses that start with a direct answer.
Semrush’s SEO FAQ article is a good example of this LLM-friendly format.
It includes questions as clear subheadings, including:
What Is SEO?
How Long Does It Take to Rank on Google?
Why Has My Organic Traffic Dropped?
This is the type of post that probably wouldn’t rank super well in Google.
But is EXACTLY what LLMs use to train on.
Importantly, the content provides clear, direct answers to the questions.
Adding structured data is another smart way to help AI search engines and LLMs better parse and interpret your content.
WordPress plugins like RankMath and Yoast can automatically add FAQPage structured data to help increase your citations.
Opinion‑Led Pieces with Clear Takeaways
Want to increase LLM citations? Come up with a unique take on something in your industry.
This could be a contrarian industry opinion or a surprising prediction — anything works when it’s done well.
The caveat?
You’ll need industry authority, experience, and evidence to support your stance.
But remember — structure matters more than ever before.
Ensure it’s well-structured and easy to summarize.
Otherwise, it’s unlikely to stand out (or get cited).
For example, in a YouTube video (yes, LLMs can pull from video transcripts and descriptions), digital growth marketer Grace Leung challenges outdated content strategies.
She explains why they’re holding brands back and what to do instead.
Her format is viewer- and AI-friendly with defined sections and actionable takeaways.
And she shares a strong opinion throughout the piece that is backed up by her expertise.
Want to do the same?
Include details that help LLMs understand and trust your content:
Author credentials: Briefly explain who you are and why you’re qualified to cover the topic. This adds credibility for both readers and LLMs.
Content overview: State what the piece covers early on (in your blog post intro or video description) so it’s easy to parse and summarize
Internal links: Link to related posts or supporting content to signal depth and strengthen your topical coverage
In Grace’s case, her video’s description includes all of the above (and more): a video summary, quick author bio, newsletter link, and related content.
But it’s also another way to give LLMs more context about your content.
Make your visuals LLM-friendly with these tips:
Write full-sentence captions that explain what’s pictured and why it matters. Think: “Peach cobbler cookie from Good Cakes and Bakes, one of Detroit’s most beloved bakeries,” not just “Cookies on a plate.”
Reference visuals directly in your copy. Instead of skipping over an image, say, “As you can see in the photo, this bakery’s seasonal peach cobbler cookies are a local favorite.”
Add alt text that reflects both the subject and its importance. Try: “Peach cobbler cookie at Good Cakes and Bakes, a popular Detroit bakery known for seasonal desserts.”
Use descriptive file names, like detroit-good-cakes-peach-cookie.jpg, to reinforce meaning for AI crawlers.
Tools, Templates, and Frameworks
Offer valuable resources that solve real problems to get referenced in LLM conversations.
For instance, I asked Perplexity how I can check keyword rankings for free.
Depending on your industry, you might create free templates, frameworks, calculators, or interactive tools.
To make your resource citation-worthy, give it a clear, descriptive title that matches how users search.
Like “Budget Calculator for Freelancers” and “Free Grammar Checker.”
Include an intro that explains who it’s for, what it does, and how to use it.
Then, add supporting content (like examples, FAQs, or use cases) so LLMs understand its context and value.
The more useful and well-structured your resource is, the more likely it is to earn mentions from your target audience and AI platforms.
For example, our free rank checker lets users check rankings in seconds.
The tool’s design is clean and user-friendly.
And the description sums up the tool’s benefits well, which is important for scraping:
Discover who’s linking to you and your competitors to find the latest opportunities and enhance your backlink profile.
Since the tool is both easy to use and genuinely helpful, it’s recommended by third parties in blogs and forums.
These mentions are vital because LLMs pick up on them when deciding what to cite.
Where to Seed Your Content for Maximum LLM Pickup
Publishing great content is only half the battle.
The other half? Getting it in front of the right crawlers.
Publish in places that LLMs trust, crawl frequently, and find easy to parse.
Here’s where to focus your efforts:
Third-Party Platforms
Certain third-party platforms are LLM magnets.
Why?
Their clean layout, clear headings, and consistent quality make them easy for AI to read and cite.
This includes:
Medium: Repurpose your long-form blog content here. Medium’s minimalist layout and semantic structure make it ideal for LLMs. Include section headers, summaries, and internal links for added context.
Substack: A great home for newsletter-style content and thought leadership commentary. Its emphasis on editorial voice and topical depth adds authority and makes your content easier for AI to recognize as expert-driven.
LinkedIn articles: These articles are indexed well and often tied to real profiles (which gives your content a credibility bonus in LLMs)
Trusted Industry Publications
LLMs are more likely to trust and cite content that comes from respected industry sources.
So, create a strategy to share content and quotes in high-impact publications to boost your LLM visibility.
Here’s how:
Create Guest Posts
No, guest posting isn’t dead — it’s just not all about the links anymore.
It’s about visibility.
Choose topics that align with popular LLM prompts (like product comparisons, trends, or how-tos).
And format your content clearly with subheads, summaries, and data points.
Offer Expert Quotes
Reach out to journalists, editors, and bloggers in your niche.
Provide non-promotional, insight-driven quotes to increase your chances of being featured in articles that LLMs frequently reference.
Tools like HARO or Featured.com can help you find opportunities to share your expertise.
Get Featured in Roundups
As you’ve learned, LLMs love “best of,” “top tools,” and “expert tips” formats.
Pitch to writers creating these lists — whether newsletters, LinkedIn posts, videos, or blog posts.
And make it easy to include your brand by providing a concise, structured blurb with supporting context or proof points.
User-Generated Content Hubs
Why do LLMs and AI search engines love user-generated content hubs?
Because they’re full of real people asking real (often long-tail) questions. And subject matter experts providing highly specific, detailed answers.
Ones you often won’t find elsewhere.
That makes these platforms powerful spots to seed your expertise.
Here’s where to focus:
Reddit
LLMs cite Reddit more than any other source, according to Semrush.
So, if Reddit wasn’t on your radar before, it should be now.
Participate in relevant subreddits where you can highlight your expertise and add genuine value.
Answer questions and respond to comments.
And then do it all over again.
Make Reddit a part of your regular rotation to boost your chances of LLM citations.
Quora
Reddit may be the darling of LLMs, but Quora isn’t far behind.
For this reason, you’ll want to add this platform into the mix as well.
Side note: Quora is the most commonly cited website in Google’s AI Overviews, according to Semrush’s AI search study.
Provide comprehensive answers to industry questions.
Include specific examples, comparisons, or step-by-step explanations to increase your chances of LLM citations.
But don’t let formatting slide just because you’re on an informal platform.
Add clear headlines, subheads, and bullet points to increase your chances of LLM scraping.
GitHub Discussions
Have a technical brand?
Get involved in community discussions beyond your product.
Share helpful bug fixes, answer questions, and offer support.
Building credibility makes it easier to reference your tool or solution when it’s genuinely relevant.
Niche Forums and Public Facebook Groups
Don’t overlook specialized communities.
LLMs scan niche forums and public Facebook groups for in-depth, experience-based insights.
Look for active, topic-specific forums like:
ContractorTalk: Home improvement and construction professionals
Chronicle Forums: Equestrian and horse care advice
GardenWeb forum: Gardening and plant tips and advice
AVS Forum: Home theater and tech product discussions
Contribute regularly with meaningful, non-promotional input.
Answer niche questions, clarify common misconceptions, or share first-hand experience.
These authentic contributions increase your chances of getting cited in AI-generated responses where nuance and expertise matter most.
Editorial-Style Microsites
Want to boost your chances of getting cited by LLMs? Build an editorial-style microsite.
These standalone sites tend to carry more credibility than heavily branded company pages.
Why?
Because you can structure them like independent publications.
Like this microsite IKEA built to highlight original research:
The goal is to create a trusted, well-organized resource that covers your entire industry, not just your own product.
For example, IKEA’s microsite includes statistics on happiness and enjoyment at home, which ties into its core offering: home products.
To earn trust (from both readers and LLMs), focus on E-E-A-T signals.
Include author bios with credentials, cite reputable sources, and make your editorial policies easy to find.
Clearly state who’s behind the site and why it exists.
Comparison and Review Sites
Content from review platforms is often cited in LLMs, and for good reason.
Sites like G2, Capterra, and TrustRadius follow a formula that attracts LLMs:
Pinterest: Ideal for visual brands — but only if your pins include rich descriptions and link to structured content
Instagram: As of July 2025, Instagram posts (if opted in) can be indexed by search engines and LLMs. Add captions, alt text, and hashtags to help shape how your brand appears in AI platforms.
How to Track LLM Seeding Success
Here’s where things get tricky.
Understanding LLM impact isn’t as straightforward as tracking clicks or traffic.
So, how do you measure this influence?
Here are a few smart ways to assess your brand’s visibility across LLMs.
Branded and Direct Traffic Growth
Noticed something weird going on in Google Search Console lately?
Your impressions are increasing … but clicks are decreasing.
LLMs might be to blame.
For example, at Backlinko, our impressions increased by 54% over the past three months, while our clicks decreased by 15%.
Here’s what’s happening:
Users see your brand mentioned in AI responses, make a mental note, then research you directly days or weeks later.
They’re not clicking through immediately. They’re bookmarking your name in their minds.
This creates declining organic clicks paired with stable or growing branded searches. And it’s the signature pattern of LLM influence.
Here’s how to spot it in your data.
Open Google Analytics (GA) and go to Reports > Acquisition > Traffic Acquisition.
Compare your direct traffic trends over the past three to six months.
If your direct traffic increased, this is a positive sign that LLMs are mentioning your brand.
Next, compare these patterns to your organic traffic changes in Google Search Console (GSC).
Go to Performance > Search results.
Declining clicks + growing direct traffic = LLM visibility.
If your data is pointing to LLM influence, this is a good thing.
But it’s important to verify your findings with manual prompt analysis.
Pro tip: Getting branded traffic? Great. Now, ensure your branded SERP is optimized so users searching for your name land on high-converting pages. Like product quizzes, comparison guides, or testimonials.
Brand Mentions in AI Tools
The clearest way to gauge your LLM visibility is to see if (and how) your brand shows up in AI-generated answers.
Run manual prompts across different tools like ChatGPT, Claude, Perplexity, and Gemini.
Use a private or incognito browser to avoid skewed results from past queries or personalization.
Then, search the way your audience would … naturally and with clear search intent.
Try prompts like:
Best project management tools for remote teams
What is the best project management software for startups
Top budget-friendly productivity tools for small businesses
Document the sentiment and context of each mention.
Are you positioned as a budget option? A premium choice? The innovative newcomer?
Do certain LLMs recommend your product more or less?
Document these results monthly in a spreadsheet or tracking doc.
Include the tool used, the prompt, the exact language cited, and your position in the response.
This lets you identify shifts in brand positioning, message clarity, and which prompts consistently trigger mentions.
Not showing up yet?
You’ll still learn what LLMs are citing so you can reverse-engineer how to get included.
Pro tip: Make your LLM citations work harder. Add email capture opportunities to your top pages. (Especially ones on topics LLMs are likely to mention.) Use content upgrades, templates, and discounts to turn visitors into subscribers.
Unlinked Brand Mentions
Not every brand mention includes a link to your site, making this influence harder to track.
But since LLMs weigh authentic, third-party references heavily when determining what content (and brands) to trust and cite, these mentions are vital.
Set up alerts for your brand name, product names, and key team members.
As you get mentions, dig into the context.
Are you being cited as an expert?
Recommended as a tool?
Compared to a competitor?
If you’re not getting many mentions, look for opportunities to contribute.
Pitch newsletter authors or podcast hosts with useful, non-promotional content that fits their audience.
Join relevant discussions, offer expert insights, and speak at industry events.
Continue tracking mentions over time to measure whether your efforts result in increased LLM visibility.
LLM Visibility Across Platforms
We’re all used to tracking rankings and referral traffic.
But those signals no longer tell the full story.
Tracking your performance across AI platforms is now a core part of measuring your success.
But you’ll need specialized tools for this.
Semrush’s Enterprise AIO lets you track how your brand is perceived and cited in popular AI platforms.
Once you set it up with the AI models and prompts that you want to track, it’ll tell you how your LLM visibility compares to competitors.
That’s just scratching the surface. You can also track your brand’s overall market share, sentiment, and consumer engagement across AI platforms.
Semrush’s AI Toolkit also lets you track how your domain and overall brand are perceived by individual models. It’s not super customizable yet, but you can still gain a lot of insights.
From there, individual reports break those metrics down by platform.
This gives you a clear view of where you’re gaining traction. And where you may be falling behind.
For example, pet company Petlibro currently holds a much smaller market share in ChatGPT than its competitors.
But in Google’s AI Mode, Petlibro significantly outperforms those same brands.
This is important data because it shows that performance can vary widely by platform.
And tells you where to focus your efforts.
The toolkit also provides sentiment analysis reports so you know how AI platforms describe your brand.
Whether positively, neutrally, or negatively.
This gives you a clearer picture of how LLMs frame your brand in their responses.
Petlibro, for instance, has a 64% favorable overall sentiment score, indicating generally positive positioning.
But also room to strengthen how it’s perceived.
You can drill down further to see what’s behind your sentiment score.
Both the positives and the pain points.
For Petlibro, strengths like convenience, automation, and food freshness drive favorable mentions.
On the flip side, app connectivity issues and limited advanced features are flagged as recurring concerns.
This insight tells you what to highlight in content.
And identifies potential fixes to maintain or improve sentiment.
You’ll also learn the types of queries users ask about your brand. And the intent behind them.
For Petlibro, the majority are educational, followed by research-based queries.
This tells you exactly what types of content to prioritize in your LLM seeding strategy.
For Petlibro, the toolkit suggests creating comparison charts, highlighting smart features, and showcasing testimonials that reinforce brand strengths.
As you gather data, refine your seeding strategy.
Double down on what’s working, whether it’s a specific content format, platform, or message.
And use gaps in visibility or sentiment as signals for where to publish, what to say, and how to position your brand for maximum LLM impact.
Make LLMs Work for You, Not Against You
Moral of the story? Don’t fight the machine — work with it.
AI isn’t coming. It’s here.
And it’s already changing how your audience discovers, evaluates, and chooses brands.
The brands that get cited in AI answers will win mindshare — even if they never rank #1 or get a single click.
That’s what LLM seeding is about.
You’re not optimizing for traffic. You’re engineering trust.
You’re not chasing backlinks. You’re earning brand mentions.
So, if you want to stay relevant?
Get your brand into the conversation now so you don’t get left behind.
Then, use our Search Everywhere Optimization guide to expand that visibility across every surface your customers trust — from AI to Amazon and beyond.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-07-16 15:48:372025-07-16 15:48:37LLM Seeding: A New Strategy to Get Mentioned and Cited by LLMs
Enter your domain and up to four competitors’ domains. Click “Compare.”
Scroll to the “All keyword details for [your site] report.”
Pay attention to the following:
Missing: Keywords that all the other domains rank for, except you
Untapped: Keywords that at least one of the other domains ranks for, except you
This reveals content gaps where your competitors are already succeeding.
Instead of guessing what topics might work, you’re targeting proven winners with a strategy to outrank them.
Mine Online Communities
Online communities are GREAT for finding your customers’ burning questions.
For example, say you have a recipe blog and want to create content for specific diets.
Head over to the Paleo subreddit, and you’ll notice lots of questions about dessert:
Why is this important?
Most people ask questions on Reddit because they couldn’t find their answer on Google.
Or because the answers on Google don’t feel authentic enough.
This means there’s a HUGE opportunity for you to swoop in and answer that question with your content.
Pro tip: Use AI tools to analyze thousands of Reddit threads and Quora questions in minutes. Ask AI to identify patterns in customer questions to help you spot common pain points and preferences.
These community questions should become the backbone of your content strategy in two key ways:
Pain point mapping: Track which questions appear repeatedly to identify the biggest challenges your audience faces. Then, prioritize these topics in your content calendar.
Content format planning: Pay attention to HOW people ask. A “how do I” question might work best as a tutorial, while “what’s the best” questions are perfect for comparison posts or roundups.
You can even create a dedicated FAQ hub on your site that directly answers these community questions.
This approach builds trust fast because you’re solving real problems your audience is actively searching for.
Prioritize topics with solid search volume, clear search intent, and manageable difficulty.
Then, consider if your team can realistically create quality content on this topic.
Do you have the expertise, resources, and time to do it justice?
Finally, think about your differentiation opportunity.
Can you add a fresh angle, better examples, or unique insights that competitors haven’t covered?
If a topic checks all four boxes, green light it.
Once you’ve validated your topics, assign each one to its corresponding awareness stage:
Most aware topics: What questions do prospects ask right before buying? What final objections need addressing? Turn these topics into pricing guides, comparison pages, and tutorials.
Product aware topics: Are competitors ranking for “best [solution category]” terms? Create your own version with honest comparisons and clear differentiators.
Solution aware topics: Are people asking “how to choose” or “what type of [X]”? Build educational content that explains the options and subtly positions your solution as the best fit.
Problem and unaware topics: What recurring pain points did you identify in your topic research? Turn those insights into content that validates the problem and builds awareness.
Pro tip: Want to reach more customers on more channels at all stages of their journey? Experiment with different content types. Try blog posts, videos, lead magnets, ebooks, infographics, success stories, interactive content, and more.
Step 3: Create Comprehensive Content Briefs
Coming up with high-impact topics is only half the battle.
The other half?
Turning those ideas into content that actually performs. That’s where a content brief comes in.
Content briefs eliminate guesswork and align your entire team on what you’re creating and why.
They prevent scope creep, reduce revisions, and ensure every piece of content serves a clear business purpose.
And they can be as short or detailed as you like.
My vote? Make them comprehensive.
The more direction you provide upfront, the less time you’ll spend on revisions.
And the more likely your content will resonate with your audience.
Every brief should include the basics. Like the topic, primary keyword, and article format.
But creating trulyhelpful content requires doing more than the minimum.
That’s why we include audience insights like the following in our briefs at Backlinko.
Target audience level: Beginner, intermediate, or advanced
Awareness stage: Where are they at in their journey?
Reader pain points: The challenges your audience faces
Pro tip: Ask your product, sales, and support teams to contribute to briefs. They can flag upcoming features, share common prospect questions, and identify knowledge gaps worth addressing.
This context helps writers match their tone, examples, and approach to your specific audience.
Another essential brief component? SERP analysis.
Include the most notable competitors’ URLs in the brief for writers to use as inspiration. And leave notes on any gaps you can fill to outrank your competition.
Expert quotes break up visual flow while adding credibility and fresh perspectives to your content.
Pro tip: If you use AI tools to support content creation, inject original insights, quotes, and real-world examples to maintain your authority and trust.
Research
Great content is built on great sources.
While trustworthy sources vary by industry, prioritize these sources as a general rule:
Academic research and peer-reviewed studies
Government data (.gov sites)
Industry surveys from recognized research firms
Industry-leading websites and blogs
Company earnings calls and official statements
Fill in knowledge gaps with expert insights and quotes.
At Backlinko, we often feature expert input from industry veterans to add unique insights and authority to our content.
Visuals
There’s no way around this:
If you want people to read and share your content, it needs to look GREAT.
This is why we go the extra mile to use high-res screenshots.
These crisp, annotated screenshots prove you’ve actually done what you’re teaching.
And make complex processes instantly understandable.
Charts and data visualizations transform boring numbers into compelling stories that support your key points and make them stick.
We also use custom-designed guides to differentiate my content from competitors.
And boost perceived value.
Examples
When it comes to content, there’s one thing I’ve found to be true almost 100% of the time:
People LOVE examples.
When you hear the words “for example,” your brain breathes a sigh of relief.
It makes learning easier and more relatable.
That’s why we include TONS of examples in every post:
Including examples makes your content easier to understand.
But it also signals E-E-A-T to readers and Google.
Even better? AI can’t replicate it.
When you share specific examples, you demonstrate real-world experience that generic content simply can’t match.
Does adding examples take more work than simply saying, “do this”?
Sure.
Is it worth it?
Definitely.
Statistics
Nothing builds credibility faster than strong statistics.
When you back up claims with data from reputable sources, it sends trust signals to both readers and Google.
But not all statistics are created equal. The key is finding data that’s both credible and compelling.
Original data works even better than citing existing studies.
Whether it’s a full-scale study or a LinkedIn post, it attracts readers and backlinks.
And gives you a serious competitive edge.
Here are the best ways to source original data:
Conduct surveys of your audience or industry
Analyze your customer data for trends and insights
Compile industry benchmarks from multiple sources
Track performance metrics over time
Interview experts and quantify their insights
Pro tip: Don’t focus solely on new content in your strategy — revisit and refresh older posts, too. Add new stats, update examples, and optimize for today’s search behavior to give them a second life.
Step 5: Promote Your Content
Without strategic promotion, even your best content might never reach your target audience.
The question is: How do you promote your content the right way?
Here are a few simple strategies that actually work.
Create Email Newsletters
This is HUGE.
An email list is the #1 content promotion tool on the planet. Period.
In fact, there isn’t even a close second.
Remember:
Your subscribers are made up of people who LOVE your stuff.
In other words:
They’re people who are very likely to spread the word about your content.
That’s why we share most of our posts with our email subscribers:
As you can see, our email doesn’t look like a stuffy corporate newsletter.
In fact, the email looks like it could be from a friend.
This is EXACTLY how you want your emails to look.
So, how did it do?
That single email generated 14,067 total visitors:
Nice!
Curate Content Roundups
In case you’re not familiar with them, roundups are posts that curate (or “round up”) awesome content from the week.
The best part?
There are roundups in almost every niche, shared everywhere from social media to email marketing.
For example, this is a LinkedIn roundup from the digital marketing niche:
Here’s why promoting your content to link roundups works so well:
Your pitch actually makes their life easier (yes, really).
I’ll explain…
Roundup curators struggle to find content to include in their roundup.
And when you suggest your new post, you deliver awesome content on a silver platter.
This means there’s no arm-twisting required to get a link.
For example, here’s a LinkedIn roundup that featured one of Backlinko’s articles:
Step 6: Track and Measure Performance
Now it’s time to see how well your content strategy is working.
The question is: How do you know if your content “worked”?
The key is organizing your metrics into two categories that actually matter: business impact and engagement.
Business Impact Metrics
These metrics directly connect to revenue and business growth.
Problem/Unaware content: Blog subscriptions, social follows
If you see conversions moving up, it’s probably a sign that your content marketing is working.
So, you want to add more of that content type to your editorial calendar.
That said:
It’s sometimes hard to track content’s indirect sales impact.
For example:
Brian Dean’s (Backlinko’s founder) conversions that come directly from YouTube were super low:
And if he ONLY looked at Google Analytics, he’d probably say: “YouTube is a waste of time.”
But when he dug a little bit deeper, he could see that his YouTube channel was a HUGE driver of subscribers and sales.
Customers cite his YouTube channel as the main reason that they decide to make a purchase:
This shows that YouTube content is paying off.
Leads Generated
Not all leads are created equal.
Track qualified leads your content generates — people who fit your customer personas and have buying potential.
For example, use UTM parameters on content links to see which pieces drive the most leads.
If you have a CRM, tag leads by source, so you know which content influenced them.
And score leads based on engagement. Did they read one post or download three guides?
Connect this back to the awareness stages from Step 1:
Most Aware content should generate high-intent leads ready for sales conversations
Product Aware content should generate leads actively evaluating solutions
Solution Aware content should generate leads seeking education and guidance
Problem/Unaware content should focus on list building and brand awareness
If your content isn’t generating the right leads for its stage, reassess the intent and quality.
Traffic Quality
Raw traffic numbers mean nothing if visitors bounce immediately.
Focus on engaged traffic — people who actually consume your content and take the next steps.
Key metrics to track:
Pages per session: 2+ indicates genuine interest
Average session duration: Benchmark against your industry average
Bounce rate by content type: Identify which formats keep people engaged
Return visitor rate: Shows you’re building an audience, not just attracting one-time visitors
That said:
Content marketing and SEO can take time to kick in.
For example, look at the traffic numbers from the early days of Backlinko:
As you can see, it took about six months for things to really take off.
And if we gave up early on because content “wasn’t working,” we wouldn’t have seen the huge traffic spike that got us going:
Backlinko has only continued to grow since.
Persistence pays off when you combine strategic content with consistent execution.
Engagement Metrics
These metrics show how well your content resonates with your audience and predicts future business impact.
Views and Reach
Track how many people your content reaches across different platforms and channels.
What to track:
Platform-specific reach: YouTube views, LinkedIn post impressions, blog sessions
Audience quality: Use analytics to see if viewers match your ideal customer profile
Cross-platform performance: Which channels drive the most engaged traffic to your site
Search Visibility and Rankings
Search visibility is more volatile than ever.
But position tracking remains crucial for monitoring your content’s performance.
Here’s what to monitor:
Keyword clusters: Are you ranking for related terms beyond your primary keyword?
Featured snippets: Track snippet wins and losses and identify opportunities using a tool like Semrush’s Position Tracking
SERP features: Monitor video carousels, image packs, and People Also Ask boxes
Click-through rates: Use Google Search Console to see if higher rankings actually drive more clicks
LLM appearances: Are LLMs driving people to your site? Check Google Analytics’ traffic acquisition report to see referral traffic from ChatGPT and other AI platforms.
Monitor how long people stay engaged with your content.
High engagement time signals that your content provides real value.
For example, check your average engagement time per blog post.
Compare your top performers to identify patterns in the topics that resonate most with your readers.
If you’re on YouTube or another video platform, monitor watch time and audience retention. This will tell you where viewers drop off to improve future videos.
Use this data to find your stickiest topics. Pay attention to the subjects that make people read multiple pages or watch entire videos.
If engagement drops at specific points, you know where to strengthen your content.
The best content gets people talking, sharing, and coming back for more.
Start by looking at the comments on your blog, videos, and social media posts.
Comments that ask follow-up questions or share personal experiences signal real engagement, not just passive scrolling.
Then, check the native analytics data for any social platforms you’re on.
For example, Pinterest tells you how many times your pins are saved to boards.
And Facebook tells you how many times users interacted with your content.
Along with providing details on views and follows/unfollows.
Don’t forget to monitor brand mentions across social platforms.
Tools like Semrush’s Brand Monitoring, Mention, or even Google Alerts can catch when people are talking about your content without tagging you directly.
These organic mentions often indicate the highest quality engagement.
Build Authority into Your Content Strategy
Creating a content strategy takes work, but the ROI is worth it.
When you align content with customer awareness levels, prioritize high-impact topics, and measure what matters, you stop guessing and start growing.
Your next step?
Build topical authority.
The more comprehensively you cover a topic, the more likely you are to show up everywhere that matters.
Including AI search, traditional search, social media, videos, and much more.
Read our Topic Clusters 101 guide to learn how to create clusters that boost visibility and conversions.
