Web Design and Development San Diego

Robots Refresher: robots.txt – a flexible way to control how machines explore your website

A long-standing tool for website owners, robots.txt has been in active use for over 30 years and
is broadly supported by crawler operators (such as tools for site owners, services, and search
engines). In this edition of the robots refresher series,
we’ll take a closer look at robots.txt as a flexible way to tell robots what you want them to do
(or not do) on your website.

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4 Similarweb Alternatives for Better Competitor Research

Similarweb is powerful for digital intelligence. But like any tool, it has limitations.

You might want deeper insights into your competitors’ content strategies. Or need more reliable data for SEO planning. Or you’re simply looking for a more affordable solution.

I’ve spent months testing and researching the best Similarweb alternatives to see how they compare.

Four tools stand out as replacements.

This guide covers the top options for:

  • Market trends
  • Advanced SEO analysis
  • Ad intelligence

Similarweb Limitations

While Similarweb excels at competitor intelligence, it might not fit everyone.

Here are some key limitations:

Similarweb – Limitations

  • Limited SEO and keyword research features: It lacks in-depth keyword rankings, SERP tracking, and backlink analysis, making it less effective for SEO professionals
  • Limited keyword and backlink databases: Similarweb’s databases are smaller compared to its competitors like Semrush and Ahrefs
  • Limited traffic source breakdown: It doesn’t show a detailed breakdown of where the website gets traffic from (e.g., organic search, social media, referrals, email, etc.)
  • No granular audience demographics: Unlike some alternatives, Similarweb lacks detailed demographic breakdowns, such as income level or interests, that could help with audience targeting

Similarweb Alternatives at a Glance

Before I review each tool in detail, here’s a quick comparison of the best Similarweb alternatives:

Best for Standout Feature Price Starts at
Semrush .Trends Getting a detailed overview of competitors’ digital strategy Comprehensive traffic source analysis and traffic journeys $428.95 per month
Ahrefs Site Explorer SEO and backlink analysis In-depth keyword research, competitor content tracking $129 per month
Serpstat Budget-friendly SEO and PPC analysis Keyword gap analysis, competitor PPC insights $59 per month
Exploding Topics Discovering emerging trends before they peak AI-powered trend forecasting, 12+ months of predictions Free plan available

Semrush .Trends

Best for marketers who want detailed competitor intelligence and market trends

Pricing: $139.95 (Semrush Pro plan) + $289 (.Trends add-on) = $428.95 per month

Semrush.Trends

Semrush .Trends helps you spy on your competitors’ traffic and uncover hidden market opportunities.

It shows you how much traffic your competitors get, where that traffic comes from, and how engaged their visitors are.

Plus, you can use Market Explorer to spot emerging industry trends before your competition.

Why consider Semrush .Trends over Similarweb?

Let’s take a glance:

Semrush Similarweb
Primary Focus Competitor intelligence and SEO analysis Competitor intelligence and general market research
Traffic Source Breakdown Detailed insights into specific channels More generalized traffic source analysis
Keyword Database 26 billion keywords 5 billion keywords
Backlink Database 43 trillion backlinks 3.6 trillion backlinks
Who’s It for? Digital marketers, SEO professionals, business strategists Market researchers, businesses, or investors analyzing industries

Here are the key features included in .Trends:

Traffic Analytics

Traffic Analytics shows you your competitors’ traffic and where it comes from.

It also reveals useful SEO performance metrics, including:

  • Total monthly traffic
  • Top traffic sources
  • Best-performing content
  • Visitor engagement metrics

And you’ll get detailed insights into website traffic and visitor behavior that’ll help you refine your marketing strategy.

Let me show you how to use Traffic Analytics to spy on your competition.

Evaluate On-Site Engagement

Metrics like pages per visit, average visit duration, and bounce rate give you a snapshot of what happens when visitors land on the site.

Traffic Analytics – Backlinko – Overview

Here’s what these metrics tell you about your competition:

A high bounce rate means most visitors leave without exploring other pages. This often happens when:

  • The content doesn’t match what visitors were searching for
  • Pages take too long to load
  • The site isn’t mobile-friendly

On the flip side, when you see a high average visit duration and multiple pages per visit, it usually means:

  • Their content keeps readers engaged
  • They’ve built effective content funnels
  • Their site navigation makes it easy to explore more content

Analyze Website Traffic Sources

Go to the “Traffic Journey” tab to understand where your competitors’ website visitors are coming from and which channels are driving the most traffic. For example, organic search, paid search, social, or referrals.

Traffic Analytics – Backlinko – Traffic Channels

What do these metrics mean?

If you see most of their traffic comes from organic search (like in the screenshot above), you’ve struck gold. This usually means:

  • They’ve built a solid foundation of SEO-optimized content
  • They’re targeting the right keywords for your industry
  • They’re not overly dependent on paid traffic

Pro tip: Pay special attention to competitors maintaining steady organic traffic growth. These are the ones whose SEO strategies you’ll want to study and adapt for your own site.


Map Out the Traffic Journey

The Traffic Journey report is like a GPS for your competitors’ visitors. It tracks their exact path before and after they land on the site.

Here’s what different traffic patterns reveal:

Pattern #1: When you see visitors flowing from Google → Your competitor → Stripe (or other payment processors), you’ve found a winning formula:

  • Their content matches search intent perfectly (thanks to a solid SEO strategy)
  • They’ve built a high-converting sales funnel
  • They’re turning organic traffic into customers

    Traffic Analytics – Traffic Journey – Styleseat

Pattern #2: Notice lots of visitors bouncing back to Google.com? That’s a red flag indicating:

  • The content isn’t delivering what visitors want
  • There might be technical issues causing frustration
  • You’ve spotted a gap you can fill with better content

    Traffic Analytics – Traffic Journey – Fresha

Discover Top-Performing Pages

Navigate to the “Top Pages” tab to identify which pages on a competitor’s site drive the most traffic.

These top pages reveal what resonates most with their audience. This offers inspiration for your content strategy.

Traffic Analytics – Backlinko – Top Pages

Let’s say you run a personal finance blog. You might discover that NerdWallet’s most-visited pages are their:

  • Mortgage calculator tools
  • Credit card comparison guides
  • Student loan refinancing reviews

This tells you three things:

  1. What type of content your audience want (interactive tools and comparison guides)
  2. Which topics drive the most traffic (mortgages, credit cards, student loans)
  3. Where to focus your content strategy for maximum impact

Market Explorer

Market Explorer helps you evaluate your market size and track up to 100 competitors at once.

The tool shows you who’s leading your industry, who’s growing fast, and detailed insights about your target audience’s demographics and behavior.

Semrush – Market Explorer

Here’s what you can do with Market Explorer:

Get a Market Summary

The Market Summary dashboard shows you a snapshot of your chosen industry.

Let’s say you’re just starting a business in the travel and tourism industry. This dashboard gives you the key metrics to evaluate the market and plan your strategy effectively:

Market Explorer – Travel & Tourism – Overview

Here’s what the key metrics on this dashboard mean:

  • Market consolidation: Shows if a few big players dominate your market (high consolidation) or if it’s spread across many smaller sites (low consolidation)
  • Market domains: How many active websites compete in your space
  • Market traffic: How many monthly visitors the entire industry gets (and whether it’s growing or shrinking)
  • Market traffic cost: How much you’d need to spend on ads to get the same traffic volume
  • Market size: Two key numbers that matter:
    • Total Addressable Market (TAM): Your maximum possible audience size (example: “all online shoppers”)
    • Serviceable Available Market (SAM): The audience you can realistically reach (example: “online shoppers in your country”)

Analyze Audience Insights

The Audience section provides a detailed breakdown of your industry’s demographics, socioeconomic data, and behavioral trends.

These insights help you understand your target audience on a deeper level. This will allow you to tailor your marketing strategies to their specific needs and preferences.

Market Explorer – Travel & Tourism – Audience

Market Explorer even shows detailed audience socioeconomic data. For instance, their employment status, education level, and household income and size.

Market Explorer – Travel & Tourism – Audience – Socioeconomics

You’ll also see an overview of your audience’s additional interests. And what social media they use the most.

Market Explorer – Travel & Tourism – Audience – Interests & Social media

Strengths & Limitations

Strengths Limitations
Understand where competitors get engagement from (organic search, social media, email, ads) No mobile app intelligence
Tailored for SEO intelligence as it’s an all-in-one SEO platform

Ahrefs Site Explorer

Best for SEO professionals looking to analyze competitors’ organic traffic

Pricing: Starting at $129 per month

Ahrefs – Site Explorer

Ahrefs’ Site Explorer is an SEO-focused alternative to Similarweb. It provides detailed insights into competitors’ organic traffic and SEO strategies.

Why should you consider Ahrefs’ Site Explorer over Similarweb?

Here’s the high-level feature comparison:

Ahrefs Similarweb
Primary Focus SEO and backlink analysis Competitor intelligence and general market research
Traffic Source Breakdown Organic and paid traffic insights More generalized traffic source analysis
Keyword Database 28.7 billion keywords 5 billion keywords
Backlink Database 35 trillion backlinks 3.6 trillion backlinks
Who’s It for? SEOs and content marketers analyzing SEO competition Market researchers, businesses, or investors analyzing industries

Now, let’s review the key features Ahrefs Site Explorer offers.

View Your Competitors’ Top Pages

Site Explorer lets you identify the highest-value content on your competitor’s website. Plus, the top organic keywords driving that traffic.

Ahrefs – Exploding Topics – Top Pages

Use these insights to replicate their success.

Let’s say you’re running a personal finance blog that competes with NerdWallet. You can analyze their top-performing pages to spot content opportunities.

Ahrefs – Nerd Wallet – Top Pages

In this example, the mortgage rates page is one of the most visited. This means that “current mortgage rates” is a high-demand topic worth covering on your website.

Review the Site Structures of Your Competitors

Ahrefs’ Site Structure feature shows a website’s architecture in a tree format with key SEO metrics across each section and subfolder.

This helps you analyze how competitors organize their content and which sections attract the most traffic.

For example, when you analyze one of your competitors, you can see:

  • Which content categories drive the most organic traffic (e.g., reviews, mortgage guides, or financial calculators)
  • The traffic performance of individual pages and subfolders
  • How much organic and paid traffic each section receives, pinpointing opportunities for content optimization
    [missing-ss]

Strengths & Limitations

Strengths Limitations
Helps identify high-value content opportunities Less emphasis on broader market research
Have a look at competitors’ site architecture No data on your competitors’ audience (age, location, interests, etc)

Serpstat

Best for SEOs and PPC advertisers looking for a budget-friendly tool for competitor analysis

Pricing: Starts at $59 per month; freemium version available

Serpstat – Homepage

Serpstat is a budget-friendly SEO and PPC intelligence tool that analyzes competitors. It finds keyword opportunities and improves search rankings.

Why should you consider Serpstat over Similarweb?

Let’s take a glance:

Serpstat Similarweb
Primary Focus SEO and PPC competitor analysis Competitor intelligence and general market research
Keyword Database 7 billion keywords 5 billion keywords
Backlink Database 1.5 trillion backlinks 3.6 trillion backlinks
Who’s It for? SEOs, content marketers, PPC advertisers Market researchers, businesses or investors analyzing industries

Analyze Any Site’s SEO

Imagine you run a high-end salon in Philadelphia and want to compete with top-ranking salons like Salon OKO.

Serpstat’s Site Analysis > Competitors feature lets you compare multiple competitors side by side, showing common keywords and missing keywords.

Serpstat – Competitors

But what do these metrics mean for you?

Common keywords are those you and your competitors rank for. This tells you:

Who ranks higher, and where you need to improve.

For example, if your competitor ranks #1 for a keyword while you’re at #10, you may need to update your content.

Missing keywords are keywords your competitors rank for that you don’t. This is an important insight because it can reveal:

  • High-value content gaps and cover topics your competitors are already benefiting from
  • New keyword opportunities, i.e., terms that are already proven to generate traffic in your industry
  • Keywords that competitors dominate while your site doesn’t show up at all, likely because of indexing issues

Then, for each competitor’s domain, you can access detailed insights, such as:

  • Domain overview report: Get a bird’s-eye view of their SEO performance, including total organic traffic, keyword rankings, and estimated traffic value
  • Positions and keywords: See exactly which keywords they rank for, what position they’re in, and how these rankings change over time
  • Top pages: Discover their highest-traffic content and the exact keywords driving visitors to each page (perfect for finding content gaps in your own strategy)
  • Backlink profile: Analyze where their backlinks come from, which pages get the most links, and how their link profile grows over time
  • Site audit: Peek under the hood at their technical SEO setup, including site structure, loading speed, and potential technical issues you can learn from

Why do these insights matter?

They let you reverse-engineer your competitors’ success to improve your SEO strategy.

And find high-authority sites linked to your competitors. Then, reach out to these websites for backlink opportunities.

Spy on Competitors’ PPC Campaigns

Serpstat’s Ads Examples feature lets you analyze your competitors’ paid search strategies. This helps you optimize your ad performance.

Here’s what you can learn from these examples:

  • See what’s working for your competitors. Identify real ads competitors run and spot patterns in messaging, offers, and calls to action (CTAs).
  • Find best-performing keywords. View which keywords each competitor’s ad ranks for to identify high-converting terms worth targeting.
  • Analyze landing page strategies. Discover where competitor ads direct users. Is it a homepage, a booking page, or a dedicated landing page?

Serpstat – Ads examples

Strengths & Limitations

Strengths Limitations
More budget-friendly than Similarweb or other alternatives Smaller keyword and backlink databases
Analyze competitors side by side Lacks multi-channel traffic data
Detailed PPC analysis lets you see ad examples that perform well for competitors

Exploding Topics

Best for entrepreneurs and marketers needing early trend insights to capitalize on emerging opportunities

Pricing: Free (paid plans start at $39 per month)

Exploding Topics – Homepage

Exploding Topics is a market research and trend discovery tool that identifies emerging trends before they peak.

While Similarweb focuses on existing competitors, Exploding Topics helps you spot rising trends before they take off. The tool analyzes search data, social media, and startup activity to identify tomorrow’s opportunities.

Why is Exploding Topics better than Similarweb?

Let’s take a glance:

Exploding Topics Similarweb
Primary Focus Trend discovery and market opportunities Competitor intelligence and market research
Trend Detection AI-driven trend forecasting Relies on historical industry data
Keyword Database Identifies rising search trends Tracks established search volume
Competitive Analysis Limited, focused on macro trends Detailed competitor insights
Who’s It for? Entrepreneurs, product developers, investors Market researchers, large enterprises

Here are the key features included in Exploding Topics:

Discover Emerging Trends Before They Peak

Exploding Topics analyzes millions of data points from search engines, social media, online discussions, and startup investments to identify growing trends.

What does this mean for you?

Let’s say you have an affiliate blog selling home technology. You want to see what’s trending to understand which products or keywords have rising demand before they become mainstream.

Using Exploding Topics, you discover that “walking pads,” compact treadmills designed for home offices, are rapidly gaining traction.

Exploding Topics – Walking Pad

This early insight gives you three key advantages:

  • You can create content while competition is still low
  • You can rank for keywords before they get expensive
  • You can establish yourself as an authority before the trend peaks

In other words: you get more traffic with less effort by being first.

Spot Trends 12+ Months Before They Take Off

Exploding Topics’ forecasting feature can position you as an early authority and rank faster in search.

Imagine creating content around AI image enhancers.

At first glance, it’s hard to tell if the interest in AI-powered image tools will continue to grow or if it’s just temporary hype.

Instead of guessing, you check Exploding Topics’ forecasting data. And see that the search volume for “AI logo generator” is expected to rise steadily.

AI Logo Generator

Knowing the keyword’s popularity may rise gives you the confidence to take action early and secure organic traffic before the competition.

Note: Forecasting is available in Exploding Topics Pro, but you can test it with a 14-day trial for $1. After 14 days, Pro memberships start at $39 per month.


Strengths & Limitations

Strengths Limitations
Provides long-term trend growth insights Not focused on competitor intelligence
Predicts emerging trends before they peak Doesn’t show competitors’ website traffic data

Match Your Similarweb Alternative to Your Growth Stage

Your business stage determines which tool you’ll need.

Just starting out? Exploding Topics gives you free baseline data to validate ideas.

Ready to scale? Semrush .Trends reveals overlooked opportunities in your space.

Match Your Similarweb Alternative to Your Growth Stage

The right tool accelerates your market research. But knowing how to interpret the data is what drives real growth.

Ready to turn market insights into sales? Our proven market analysis framework shows you exactly how to spot and capitalize on gaps your competitors are missing.


The post 4 Similarweb Alternatives for Better Competitor Research appeared first on Backlinko.

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WordPress Redirects Made Easy: Plugin & Code Methods

WordPress redirects ensure your users (and Google) can find your content when you:

  • Change the URL
  • Combine two pieces of content
  • Move your entire site to a new domain

Using redirects avoids creating broken links (bad for user experience), or losing the authority of your backlinks (bad for your SEO).

In this guide, I’ll show you how to redirect your WordPress URLs with and without plugins.

When Should You Use WordPress Redirects?

You typically set up WordPress redirects any time you want visitors (and search engines) to end up at a different URL than the one they originally tried to access.

That might be because you changed an old link, or because you’re testing a new landing page.

Here’s a quick breakdown of the most common scenarios:

Use Case Example Why It Matters
Changing page URLs You updated your post slug from /old-page to /new-page A redirect ensures visitors who save, bookmark, or click the old link don’t land on a 404 error
Deleting or merging content You remove outdated pages or combine two posts into one Redirects in these cases ensure you don’t lose valuable backlinks
Rebranding or domain changes You switch from olddomain.com to newdomain.com A sitewide redirect preserves your site’s SEO and minimizes traffic lost during the migration
Temporary promotions You create a holiday sale page that’s active for one week A temporary (302) redirect lets you direct traffic to the special offer, then you can revert back to the original URL when it’s over

Types of WordPress Redirects

You’ll mostly rely on two key types of redirects: 301 and 302. (Even then, 301 is the type you’ll likely use most often.)

While there are others (like meta refresh), they don’t come up nearly as often in day-to-day site management (and they’re typically not best practice either). So I won’t talk about them here.

There are also subtle variations of these standard redirects (like 307 and 308 redirects). But these have very specific use cases that most site owners don’t need to worry about.

(If you do want to learn more about these, check out this extensive redirects guide.)

Here’s a summary of what you actually need to know:

301 Permanent Redirect

This is the go-to redirect for any page move that’s meant to last forever. You use it when you’ve changed your URL structure, merged content, or changed your domain.

Merging two URLs

Search engines treat this as a permanent change and usually transfer most of the old page’s authority to the new page.

302 Temporary Redirect

You use 302 redirects when you plan to send visitors to a new page for a limited time.

This could be when you’re running a seasonal promotion or an A/B test to see which version of your page performs best.

301 vs 302 Redirects

A 302 redirect tells search engines that the old URL is coming back eventually, so they shouldn’t transfer the SEO value to the new page just yet.

What to Do Before You Create WordPress Redirects

Redirecting pages, no matter why or how you do it, always comes with an inherent risk.

It’s easy to make mistakes, like creating redirect chains:

Redirect chain

Or redirect loops:

Redirect loop

So it’s best to do some planning before you get started.

Understand What Kind of WordPress Site You Own

There are two flavors of WordPress:

  • WordPress.com: These sites are built on and hosted by WordPress
  • WordPress.org: These sites run the WordPress software, but you host them elsewhere

Most sites you’ll see talking about WordPress redirects, and everything I’ll discuss below, only really applies to owners of sites running via WordPress.org.

Sites running on WordPress.com typically have more limited customization options, and this applies to redirecting URLs.

For example, users on WordPress’s cheapest plan can’t install plugins, so they won’t be able to redirect URLs with this method.

WP – Pricing

This means you’ll need to use WordPress’s built-in redirect tool. You can learn more about the different use cases in this support article.

If you run a WordPress.org site (i.e., you pay for separate hosting), you can use either of the methods below.

Create a Backup

It’s always a good idea to back up your site before making any significant changes—redirects included.

Most good web hosts offer an option for this, but you’ll also find external solutions and even WordPress plugins to do it for you.

Hostinger – Backup Options

Create a URL Map

Another good idea if you’re redirecting a lot of URLs or moving to a new domain is to map all of your current URLs to their new versions.

You can do this using tools like Screaming Frog to get a comprehensive list of all your site’s pages. Or, if your site isn’t that big, just create a list manually (with the help of your sitemap).

ScreamingFrog

This gives you a reference for setting up all the redirects. And you can tick them all off as you put them in place and verify that they work.

Consider Whether You Need a Redirect

Finally, consider whether you even need a redirect at all. I’ve covered a few common situations above, but sometimes you might be better off:

  • Updating the content and keeping the current URL
  • Deleting the page
  • Leaving it as is

For example, you might have outdated content or a page that’s no longer relevant, but no relevant page to redirect it to.

But you don’t want to lose the traffic or backlinks that post has attracted over time. In this case, it’s often just best to leave it as is.

Here’s a flowchart to help you decide what to do:

When To Use Redirects

But if you do need a redirect, here’s how to implement them.

Note: It should go without saying that you’ll need to own the domain you’re redirecting. Otherwise anyone could redirect any domain to their own website.


How to Redirect WordPress URLs with a Plugin

Using a plugin is by far the easiest way to handle redirects in WordPress. You don’t have to touch any code, and they’re usually pretty easy to set up.

Here’s an overview of the most popular WordPress plugins for creating redirects:

Plugin Key Benefit Price
Redirection Handles 301 redirects with a simple interface Free
301 Redirects Quick setup for basic redirects Free (with optional paid plans)
Rank Math Offers advanced SEO tools plus auto-redirects when you change URL slugs Free (Premium available)
Yoast All-in-one SEO plugin Paid (annual license)
AIO SEO A range of SEO features and simple redirects Paid (annual plans)

Note: I won’t be going through all the steps for setting each of these up. In most cases, it’s something like this:

  • Install plugin
  • Navigate to the redirects/redirections menu within that plugin’s settings
  • Set up your redirects


I’ll show the main interface for each one below, but it’s pretty self-explanatory. The main things to consider are any other plugin features you might need and whether you can do it for free.

Redirection

Types of redirects: 301/302/303/304/307/308

Redirection is the most popular free plugin for simple 301 redirects.

Redirection – Add Redirect

It does exactly what the name implies and is a plugin purely for creating and managing redirects.

You can add new redirects very easily, and the plugin automatically tracks any 404 errors on your site.

Redirection – Basic Setup

Plus, if you update the URL of a page, you can set it to automatically create a redirect for it.

That means you don’t need to worry about broken links appearing that could cost you traffic and rankings.

You can also choose various HTTP status codes for pages. This is handy if you’re deleting content and want the URL to send a 410 gone status code, for example.

Redirection – Match Status

The Redirection plugin can also handle a few useful sitewide redirects:

  • HTTP to HTTPS
  • Removing WWW
  • Adding WWW

Redirection – Canonical Settings

As I’ll show you later, you can set these kinds of redirects up through .htaccess. But if you want a simple, no-code way to do it, this is SUPER useful.

If you’re looking for something lightweight and focused purely on redirects, this plugin is a great choice.

301 Redirects

Types of redirects: 301/302/307

301 Redirects is another option if you just want basic link redirection without any extra features.

301 Redirects – Redirect Rules

The free version handles most common redirect scenarios through a simple interface.

But there’s a premium version available if you want other features like:

  • Redirect management and matching rules
  • Detailed 404 monitoring
  • Link scanning

Rank Math

Types of redirects: 301/302/307

Rank Math is an all-in-one SEO plugin that also lets you create redirects—without needing a premium subscription.

RankMath – Add Redirection

Note that you can set up three types of redirects and choose 410 or 451 status codes.

Its standout feature (for this discussion) is the auto-redirect function: when you change a URL slug, the plugin sets up a redirect for you automatically.

This saves you from having to remember to do it yourself.

RankMath – Auto Post Redirect

It also includes an array of other SEO tools—like keyword optimization and schema settings.

So, if you need a plugin that can handle other aspects of your site’s SEO, Rank Math is a good pick.

Yoast

Types of redirects: 301/302/307/410/451

Yoast is one of the most popular SEO plugins for WordPress.

Yoast – Redirect

The downside is that you need the premium version to access the built-in redirect manager. If you’re already using Yoast Premium for other features though, it’s a no-brainer.

You’ll get a user-friendly interface for setting up 301 or 302 redirects (and 410/451 status codes), and it’ll automatically set up redirects when you change URLs.

AIO SEO

Types of redirects: 301/302/303/304/307/308

AIO SEO (All in One SEO) is another heavyweight in the SEO world. It offers redirect features, but you need a paid subscription to unlock them.

AIOSEO – Redirects

In return, you get a clean, well-structured dashboard where you can manage redirects alongside other SEO tasks.

Like the others, the redirect manager is straightforward—just enter the old URL, the new URL, and save.

If you’re already using AIO SEO for keyword optimization or sitemap management, upgrading for the redirect module could make sense.

Note: You probably won’t want to use any combination of Rank Math, Yoast, and AIO SEO. They all do many of the same things, and conflicts between them can cause issues with your site.


How to Set Up a Redirect in WordPress via .htaccess

If you’re comfortable taking a more hands-on approach, you can skip plugins entirely and create redirects by editing your site’s .htaccess file.

(Note that this only applies to WordPress sites running on Apache, not Nginx.)

This file tells your server how to handle certain requests, and it’s often used for things like permalinks and redirect rules.

It can be faster than installing a plugin, and if you already have lots of plugins on your site, it limits how much extra “bloat” you add to it.

In other words: your site might run faster.

The catch is that one wrong line of code can bring your whole site down. So I strongly recommend you consult your developer if possible. Or, at the very least, take a lot of care when doing it yourself.

How to Access .htaccess

The usual method to edit your .htaccess file involves an FTP client. This is a “file transfer protocol” program that lets you access your server’s files from your computer.

There are lots of options, like Cyberduck, FileZilla, and WinSCP.

Cyberduck – FTP

Check out this guide to .htaccess files for a walkthrough of how to do this.

In many cases, you can edit your .htaccess file right inside your hosting control panel (like cPanel or a similar dashboard).

Look for a “File Manager” or something similar:

File Manager

Then, look in your site’s root folder (often called public_html) for your .htaccess file.

It might be hidden by default—there’s usually an option in your settings to change that.

File Manager – htaccess

You’ll see lines of code that might look a bit intimidating, but don’t panic.

You don’t need to edit any of them. We’ll just be adding some additional lines of code to our .htaccess file.

Before You Start

For some redirects, you’ll need to add a few lines of code like this:

Options +FollowSymLinks
RewriteEngine On

You don’t need to worry too much about what this does, but essentially it lets you add certain rules that’ll execute specific types of redirects. (Some hosts might enable the first line by default, but it’s fine to add it here anyway.)

You don’t need these for a basic single redirect, but you will for the more complex ones.

You also only need to add it once in your .htaccess file (provided you don’t also have “RewriteEngine Off” somewhere else in the file). But I’ve included it in each of the instances below that require it.

Finally, it’s important to note that these .htaccess rules don’t “create” any new pages.

You need to ensure the pages you’re redirecting to are live when you add the rule. Otherwise the redirect will lead to an error page.

With that in mind, here are the most common types of WordPress redirects you can add to your .htaccess file. In each case, add them at the start of your .htaccess file.

Free resource: To make things even easier, download our free .htaccess WordPress redirects cheat sheet.


Redirecting a Single Page

To redirect a single page using your .htaccess file, add this line of code, replacing the /old-url and /new-url parts with your own URLs:

Redirect 301 /old-url https://yourdomain.com/new-url

Note: The first part (/old-url) should be the relative form of the URL. But the second part should be the full URL, including the protocol (https://) and domain name.


Redirecting a Single Folder

When you want to redirect a folder (e.g., moving a /blog category over to your /news category), use this code:

Options +FollowSymLinks
RewriteEngine On
RewriteRule ^blog/(.*)$ /news/$1 [L,R=301]

Again, you’d replace the blog and news parts with your own folder names.

But what do all the other parts mean?

You don’t need to know the specifics, as there are lots of possible combinations. But this particular case does the following:

  • ^ means “start looking at the beginning of the URL path”
  • blog/ is the folder we’re redirecting from
  • (.*) captures everything after blog/ (think of it like copying it to the clipboard)
  • $ basically says “that’s the end of what we’re looking for”
  • /news/ is the new folder we’re redirecting to
  • $1 essentially “pastes” everything we “copied” with (.*) into the new location
  • L means stop processing rules for this specific request once it matches this rule
  • R=301 means it’s a 301 redirect (as opposed to 302, for example)

So, it would redirect a URL like:

https://yourdomain.com/blog/post-1

To:

https://yourdomain.com/news/post-1

Redirecting to a New Domain

Redirecting to a new domain is where things can get tricky. Having done this myself, I strongly recommend you speak to your developer first.

But if you plan to do it yourself, here’s one example of a rule you can add to your .htaccess file (obviously subbing in your specific old and new domains, with or without www as required):

Options +FollowSymLinks
RewriteEngine On
RewriteCond %{HTTP_HOST} ^(www.)?olddomain.com [NC]
RewriteRule ^(.*)$ https://newdomain.com/$1 [L,R=301]

As with redirecting folders, there are a lot of symbols in there. I won’t go over them all individually, but here are a few important parts:

  • RewriteCond %{HTTP_HOST} essentially means “check what domain the user is trying to access”
  • ^(www.)? matches either www. or nothing at the start of the domain—this ensures it catches both www.olddomain.com and olddomain.com
  • [NC] means “not case sensitive,” so OLDDOMAIN.com would also match
  • ^(.*)$ captures the entire URL path after the domain (like /about or /contact)

So this code would redirect:

  • https://olddomain.com/about > https://newdomain.com/about
  • https://www.olddomain.com/blog > https://newdomain.com/blog
  • https://olddomain.com/product/item > https://newdomain.com/product/item

This maintains the same structure for each URL but on the new domain.

You can tweak some of the symbols to catch or ignore specific parts of the URL. But again, it’s probably best to seek help from your developer if you need a more precise solution.

Remember: This .htaccess rule doesn’t create any pages on the new site.


If you try to redirect “olddomain.com/example-page” but there’s no “newdomain.com/example-page” or its URL is slightly different (e.g., newdomain.com/example-page1), the user will get a 404 error.

That’s why you should create a redirect map before starting a site move. For more on this, see our website migration checklist.

Redirecting HTTP to HTTPS

You can also redirect your website from HTTP (unsecure) to HTTPS (secure) via .htaccess. (You’ll, of course, need a valid SSL certificate.)

However:

You might not need to. There’s a good chance your web host offers a method to do this for you. Or you might already have a plugin that does it.

Domains – Force HTTPS

In either case, you shouldn’t then add a separate .htaccess rule to redirect to HTTPS. Doing so can actually lead to issues.

But if you do want to add it, here’s the code:

Options +FollowSymLinks
RewriteEngine On
RewriteCond %{HTTPS} off
RewriteRule ^ https://%{HTTP_HOST}%{REQUEST_URI} [L,R=301]

You can copy and paste this rule directly into your .htaccess file without subbing anything in.

Redirecting WWW to Non-WWW

As with redirecting to HTTPS, you can usually redirect from the www. version of your website without touching your .htaccess file.

One method is through your WordPress dashboard’s “General” settings tab. Just enter the URL you want to use for your domain name in the “WordPress Address” and “Site Address Boxes”:

WP – Redirect

But if you want to do this via .htaccess, here’s the code to add (you can copy and paste it in without changing anything):

Options +FollowSymLinks
RewriteEngine On
RewriteCond %{HTTP_HOST} ^www.(.+)$ [NC]
RewriteRule ^(.*)$ https://%1/$1 [L,R=301]

Remember: You only need to add one instance of “RewriteEngine On” in your .htaccess file.


Pros and Cons of Using .htaccess for WordPress Redirects

The main advantages of using .htaccess to redirect WordPress URLs include:

  • Fewer plugins, less bloat: Every plugin you install can slow down your site. Changes to .htaccess don’t rely on lots of extra code running in the background.
  • Extra control: You can set up advanced redirect rules, and you can be very specific about what does and doesn’t redirect.
  • Fast execution: Because .htaccess rules run at the server level, your redirects happen quickly.

But there are a few drawbacks:

  • Risk of breaking your site: One small typo can cause major errors. Double-check everything, and always keep a backup.
  • No built-in tracking: Unlike plugin dashboards that log errors and hits, you won’t see which URLs have triggered the redirect unless you check your server logs.
  • Potential performance impact: While the actual redirects might be fast, adding lots of .htaccess rules could impact overall performance and page speed (although it won’t be noticeable in most cases).

A big caveat here, though, is that which method is right for you will depend on how many redirects you need to implement and the nature of them.

Need to redirect a couple of pages, and want an easy way to do it as needed?

The likely small performance impact of a single plugin is probably worth it for the flexibility and convenience.

Redirecting one URL?

It’s probably most efficient to add it to your .htaccess file (it’s just one line of code).

Performing a massive site migration with thousands or millions of redirects?

For massive sites, it’s probably not worth taking any risks trying to use a plugin or editing your .htaccess file. This is where you’ll likely want to seek expert assistance.

How to Check Your WordPress Redirects Are Working

Whether you set your redirects up using a plugin or via .htaccess, I recommend testing to make sure they work as soon as you’ve implemented them. This lets you fix errors before they impact your users (or your SEO).

You can do this manually by checking the URLs if you didn’t create that many redirects.

But if you have lots of them, you can use a tool like Semrush’s Site Audit to check for issues across your entire site.

You just set up your audit and once it runs, you’ll head to the “Issues” tab.

Search for “links” to bring up any relevant issues:

Site Audit – Issues – Links

Pay particular attention to these errors and warnings:

  • # internal links are broken
  • # pages returned 4XX status code
  • # redirect chains and loops
  • # pages with a broken canonical link
  • # links couldn’t be crawled (incorrect URL formats)
  • # links on HTTPS pages lead to HTTP page

These often occur when you implement lots of redirects and set up some (or all) of them incorrectly.

You can audit your site for free for up to 100 URLs. But for crawling more than that, try a Pro plan for free for 14 days with this link.


The post WordPress Redirects Made Easy: Plugin & Code Methods appeared first on Backlinko.

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Web Design and Development San Diego

Search Central Live is going to Madrid

We’re very excited to announce that Search Central Live is going to Madrid for the first time on April 9!
The event will have a mix of presenters from the Google Search, News, and Partnerships teams and the content
will be delivered in English and Spanish, but we’ll have live translation.

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YouTube is revamping mid-roll ad placement

3 YouTube Ad formats you need to reach and engage viewers in 2025

YouTube will change how mid-roll ads are placed in videos starting May 12. YouTube aims to improve the viewer experience and increase revenue opportunities for creators.

How it works:

  • YouTube allows creators to manually place ad breaks or let the platform auto-insert them.
  • Creators will be able to combine manual and automatic ad placement, with YouTube’s system potentially overriding manual selections if it finds a more natural break.
  • The new system aims to improve automatic detection, ensuring better placement while also offering a combined manual and auto option.
  • A new feature will flag “interruptive” manual ad slots, allowing creators to adjust them.

Why we care. The update will shift ad placements to more natural breakpoints, like pauses and transitions, instead of interrupting sentences or action sequences — potentially reducing viewer drop-offs. However, with it being an additional setting and not a replacement for the old setting, you should be ready to revert to the setting that works best for your campaign.

The impact:

  • YouTube’s tests found that channels using both auto and manual mid-rolls saw a 5% revenue boost compared to those using manual placements alone.
  • Older videos (uploaded before Feb. 24) with manual mid-rolls will automatically get new ad slots at natural breakpoints.
  • Creators can opt out of additional placements via YouTube Studio, but interruptive mid-rolls may lead to lower earnings after the update.

What’s next. These changes suggest YouTube is betting big on its automated ad detection, nudging creators toward auto-placement for a more seamless experience — and more ad revenue.

Read more at Read More

Americans search Google 126 times per month on average: Study

American desktop users perform 126 unique Google searches per month, on average, according to a new analysis of search behavior published by SparkToro co-founder Rand Fishkin. The median average was 53 Google unique searches per month.

By the numbers. Here are some additional findings about American searchers, beyond the headline statistic:

  • 34% conducted more than 101 searches per month.
  • 36% conducted 21-100 searches per month.
  • 30% conducted 1-20 searches per month.

Google Search by vertical. A whopping 86.94% of Americans use Google.com (Google’s homepage search experience) to search. As for Google’s other vertical options:

  • Images: 10.62%
  • Video: 1.16%
  • Maps: 0.64% (which “is almost certainly undercounted,” according to Fishkin)
  • News: 0.38%
  • Shopping: 0.23%
  • Web: 0.04%

As the study notes about this section:

  • “This breakdown is looking at the searches that happen in those tabs/sections, not the ones that simply result in a click on a Google News or Shopping result that appeared in the default Google search tab.”

Why we care. There’s been much speculation that AI tools and answer engines will negatively impact Google’s search dominance. However, this data confirms that Google’s search volume is still massive. Future updates to this study could reveal whether there is any truth to Gartner’s oft-cited prediction that traffic from search engines will fall by 25% by 2026.

The intrigue. Hours before this report was published, we reported that Google processes more than 5 trillion searches per year. Datos’ estimate for the number of annual Google searches: 5.9 trillion. According to Fishkin:

  • “Our math above puts the number at 5.9 Trillion, a little high, likely because Datos’ panel focuses on wealthier countries where more search activity per person is to be expected. Still incredible that they’d come out with numbers the day we publish that help back up the veracity of these results, and the quality of Datos’ panel.”

About the data. Fishkin partnered with Datos (a Semrush company), which only tracks web browser activity. That means searches made within mobile apps (e.g., Google search, Google Maps) are excluded from this research. Only searches on Google.com and its five main vertical options were counted.

The research. How Often Do Americans Search Google? Which Search Verticals Do They Use?

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7 tips for SEO newbies

7 tips for SEO newbies

SEO is a fast-moving, marketing-centric industry that will always keep you on your toes. 

If you’re just getting started, it can be overwhelming without a guide. 

There are many facets and specializations in SEO that come later in a career – local, technical, content, digital PR, UX, ecommerce, media – the list goes on.

However, that level of specialization isn’t something a junior professional needs to focus on right away. 

Much like a liberal arts degree or an apprenticeship, a newcomer to SEO should first develop a broad understanding of the entire discipline before choosing a specialty.

This article covers several ways to build that foundational knowledge of search engine optimization.

1. Start with the business

Whether you’re in-house or at an agency, resist the urge to jump straight into “solution mode” when beginning an SEO project. 

Instead of immediately focusing on meta tags, keywords, backlinks, or URL structure, start by understanding the business itself.

Here are some key questions to consider as you browse the website:

  • What product or service is being sold?
  • Who is the target audience? (If you’re in-house, who is your company trying to sell to?)
  • Why does the company believe customers should choose them over competitors? (Common differentiators include price, unique features, or benefits.)

If you have the time or opportunity, dig deeper by asking your boss or client these business-focused questions:

  • What are the company’s goals and targets?
  • What is the three- to five-year plan for the business? (Are there plans to launch new products or expand into new markets?)
  • Who are the main competitors, and what are they doing?
A sample of onboarding business questions from Building a Business Brain by FLOQ Academy
A sample of onboarding business questions from Building a Business Brain by FLOQ Academy

Even without that level of detail, the first three questions provide a useful frame of reference for determining the best SEO approach.

2. Be curious, ask questions

SEO now touches nearly every aspect of digital marketing

Because of that, SEOs often become social butterflies, regularly collaborating with other departments and specialties.

I’ve been in SEO for 15 years now (which makes me feel old), but I continue to ask my clients questions every day. 

This field encourages curiosity, so rather than feeling frustrated by what you don’t fully understand, embrace being the one to ask the “dumb questions.” 

There’s no such thing as a dumb question, by the way.

Dig deeper: How to become exceptional at SEO

3. Build from the foundations of SEO

As mentioned earlier, SEO has many specializations. Some, like video or local SEO, are referred to as “search verticals.”

If you’re new to the field, start with the basics: the website and how Google presents search results.

Once you understand the business, try a simple exercise to analyze your site’s optimization. 

Open a key product, category, or service page in one window. In another, search for a term you think users would enter to find that page. 

Compare what appears in the search results with your own page and the pages that rank for that term.

Nike website vs. Google search - running shoes

For example, in a search for “running shoes,” a few things stand out:

  • The intent is somewhat mismatched. Nike’s category page targets users who are researching with intent to buy or are already planning a purchase. However, the search results display articles comparing different running shoes.
  • Scrolling down, you might see an image carousel, a “Nearby Stores” section, and “People Also Ask” results.

If I were a new SEO at Nike and assumed the “running shoes” category page could rank for the “running shoes” query, I would rethink that after reviewing the search results. 

If ranking for that broad term were a priority, I would create a running shoe comparison article featuring high-quality images of real people using the shoes – maybe even a video, if budget allowed.

If your page aligns more closely with the search results, analyze the top-ranking pages and adapt successful elements to your own site. 

  • Do most of them have an on-page FAQ while yours doesn’t? 
  • A product video? Detailed specs? User reviews? 

Be critical and specific about what you can improve. (Never copy content directly.)

At its core, SEO is about identifying what Google deems important for a given product or service, then doing it better than the competition. 

Many SEOs get caught up in tools and tactics and forget to examine the search results themselves. 

Break that habit early and make reviewing Google’s search results a key part of your research process.

4. Dabble in the technical side and build relationships with your developers

Technical SEO is one of the more complex specializations in the field and can seem intimidating. 

If you’re using a major CMS, your technical foundations are likely solid, so today, much of technical SEO focuses on refinements and enhancements.

While it’s important to develop technical knowledge, a great way to start is by building relationships with your development team and staying curious. 

Asking questions makes learning more interactive and immediately relevant to your work. 

Exploring coding courses or creating your own website can also help you develop technical skills gradually instead of all at once.

Some argue that you can be a good SEO without technical expertise – and I don’t disagree. 

However, understanding a website’s inner workings, how Google operates, and even how large language models (LLMs) function can help you prioritize your SEO efforts. 

Code is Google’s native language, and knowing how to interpret it can be invaluable when migrating a site, launching a new one, or diagnosing traffic drops.

Dig deeper: SEO prioritization: How to focus on what moves the needle

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5. Learn the different types of information Google shows in search results

The way search results are presented today vastly differs from 10 or 15 years ago. 

Those who have been in the industry for a while have had the advantage of adapting gradually as Google has evolved. 

Newcomers, on the other hand, are thrown into the deep end, facing a wide range of search features all at once – some personalized, some not, and some appearing inconsistently. 

This can be challenging to grasp, even for experienced SEOs.

Google has invested heavily in understanding user intent and presenting search results in a way that best addresses it. 

As a result, search results may include:

  • Videos.
  • Images.
  • People Also Ask.
  • Related Searches.
  • AI Overviews.
  • AI-organized search.
  • Map results.
  • Nearby shopping options.
  • Product listings.
  • People Also Buy From.
  • News

Building visibility for each of these features often requires a unique approach and specific considerations. 

These search result types are now industry jargon, so a glossary can help you learn SEO terminology.

6. Learn the different types of query intent classifications

Google’s mission is to “organize the world’s information and make it universally accessible and useful.” 

As part of this, Google works to understand why people search for something and provides the most relevant results to match that intent. 

To do this, they classify queries based on intent.

Search Quality Evaluator Guidelines - Understanding user intent

The Search Quality Evaluator Guidelines, a handbook Google provides to evaluators who manually assess website and search result quality, also touches on understanding user intent: 

“It can be helpful to think of queries as having one or more of the following intents. 

  • Know query, some of which are Know Simple queries.
  • Do query, when the user is trying to accomplish a goal or engage in an activity.
  • Website query, when the user is looking for a specific website or webpage.
  • Visit-in-person query, some of which are looking for a specific business or organization, some of which are looking for a category of businesses.”

When conducting keyword research, it’s helpful to analyze both your site and the queries you’re targeting through this lens.

Many SEO professionals also use these broader, traditional intent categories, though they don’t always align perfectly with Google’s classifications:

  • Informational: Who, what, when, where, how, why.
  • Commercial: Comparison, review, best, specific product.
  • Transactional: Buy, cheap, sale, register.
  • Navigational: Searching for a specific brand.

Rather than focusing solely on keywords, take a step back and consider the intent behind the search. Understanding intent is essential for SEO success.

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

7. Do the research yourself before finding ways to use LLMs

Your company may already have guidelines for using LLMs like ChatGPT or Claude for tasks such as keyword research, content creation, or competitor analysis

However, if you’re new to SEO, I strongly recommend completing at least one full project using tools like Google Search Console, Semrush, or Ahrefs without LLM support. 

While AI can speed up the process, relying on it too early has drawbacks:

  • Slower learning curve: If an LLM does the heavy lifting, you miss the experience of making strategic trade-offs, such as choosing a low-volume, mid-competition keyword over a high-volume, high-competition one.
  • Lack of instinct for accuracy: Without firsthand research experience, it’s harder to recognize when an LLM generates inaccurate information or pulls from an unreliable source.
  • Reduced impact: Google is increasingly sophisticated in detecting “repetitive content.” Relying too much on LLMs for mass content creation could hurt performance, whereas a more focused, strategic approach might yield better results.

While it may be tempting to jump straight into strategy rather than hands-on execution, senior SEOs develop their strategic mindset through years of practical work across different clients and industries. 

Skipping this foundational experience could make it harder to recognize large-scale patterns and trends.

Dig deeper: Why you need humans, not just AI, to run great SEO campaigns

Laying the groundwork for SEO success

SEO offers endless opportunities once you master the fundamentals. If you’re just starting out, focus on these core areas:

  • The business.
  • The search results.
  • User intent.

Keep it simple. Stay focused. Be business-led. 

Build your SEO expertise on a strong foundation, and your career will grow from there.

 

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Google offers QR codes to get reviews from customers

Google Business Profiles has added a new QR code you can use to make it easier to get reviews on your Google local listing within Google Maps and Google Search. The QR code, when accessed, jumps the user directly to the add review form, so there is little distraction to read other reviews or difficulty finding the form.

How to access it. You can access the new QR code on desktop by searching for your business, then clicking on “Ask for reviews” or by going to your reviews and clicking on “Get more reviews.” This can be found in your Google Business Profile within Google Search on desktop.

What it looks like. Here is an example of my QR code for my business that I shared:

What does it do. When you scan the code, you are taken directly to the add review form for that business. You can post this QR code in your store, add it to your website, email signature or other areas so your customers can quickly scan it and leave you a review. You can also just link to the page using the review link listed above the QR code.

Why we care. Reviews on your Google Business Profile can help you stand out from your competitors. So you should aim to get more positive reviews from happy customers, whenever possible. Just make sure those reviews and how you obtain them comply with Google’s policies.

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Pinterest SEO: Your guide to brand discovery

Pinterest SEO- Your guide to brand discovery

Search is evolving, and social platforms are now at the heart of discovery. 

Pinterest, in particular, has emerged as a powerful visual search engine, driving traffic and engagement for brands, bloggers, and businesses.

Unlike traditional social media, which thrives on conversations and real-time interactions, Pinterest is built for intent-driven discovery – where users actively seek inspiration, ideas, and products.

This presents a unique opportunity for search marketers.

Pinterest users often arrive with high intent, making it an invaluable platform for organic visibility and referral traffic. 

To maximize discoverability, understanding how Pinterest search works along with SEO best practices is essential.

This article breaks down:

  • How Pinterest functions as a search engine.
  • The key ranking factors that influence visibility.
  • The best ways to optimize your content for discovery. 

How Pinterest works as a search engine

At its core, Pinterest is more than just a social platform – it’s one of the original discovery engines.

Unlike Instagram or Facebook, where content is driven by social interactions and chronological feeds, Pinterest prioritizes search intent and content relevance. 

Users come to Pinterest with a purpose:

  • To find inspiration.
  • To plan projects.
  • To discover new ideas. 

More importantly, they arrive with intent – often high purchase intent – making them ready and willing to become customers of the brands they discover on the platform.

Dig deeper: How Gen Z is redefining discovery on TikTok, Pinterest, and beyond

Pinterest’s Smart Feed: How content is ranked

Pinterest does not display content in simple chronological order. Instead, it uses a proprietary algorithm called the Smart Feed, which ranks and curates content based on user behavior, engagement, and search activity.

Key factors that influence Pinterest rankings include:

  • Relevance to the search query: Pinterest relies heavily on keywords in Pin titles, descriptions, board names, and even image alt text. Optimized content with clear intent performs better in search.
  • Engagement metrics: Pins with high engagement (saves, clicks, and close-ups) signal value to Pinterest, increasing their likelihood of appearing in feeds and search results.
  • Freshness of content: Pinterest favors newly created Pins over reshared or older content. Consistently uploading fresh, high-quality content boosts visibility.
  • Pinner authority and board quality: The credibility of the account posting the Pin matters. Established accounts with well-organized, keyword-rich boards tend to have better visibility.
  • Image quality and format: Pinterest prioritizes visually appealing, vertical images (2:3 aspect ratio) that encourage engagement. Clear, high-resolution images with compelling overlays perform best.

Differences between traditional search vs. Pinterest search

While Pinterest and traditional search engines like Google are search-capable platforms, their mechanics differ in several ways.

Table - Differences between traditional search vs. Pinterest search

Keyword research for Pinterest SEO

Just like with traditional SEO, keyword research is the foundation of Pinterest SEO.

Since Pinterest functions as a visual search engine, understanding how users search for content is essential to optimizing your Pins, boards, and profile. 

Unlike Google or Bing, Pinterest doesn’t provide exact search volume data. 

However, it offers valuable insights through autocomplete suggestions, the Pinterest Trends toolkit, and third-party tools.

Conducting keyword research using Pinterest’s search bar

One of the easiest ways to find relevant keywords is by using Pinterest’s search bar autocomplete feature. Here’s how.

  • Start typing a broad keyword: Enter a general term related to your niche, such as “home decor.”
  • Look at Pinterest’s auto-suggestions: As you type, Pinterest displays popular search queries based on previous user behavior. These suggestions indicate high-interest topics.
  • Refine and expand keywords: Click on a suggested keyword to see additional related opportunities. This can help identify long-tail keyword variations.

Example: Typing “summer outfit” might generate suggestions like “summer outfit ideas,” “summer outfit for vacation,” or “summer outfit aesthetic.” 

These variations can be valuable additions to your Pins and boards if you aim to rank for that type of query.

Pinterest summer outfit

Using Pinterest Trends for search volume and seasonality insights

Pinterest Trends allows search and social teams to:

  • Track rising and declining trends over time.
  • Compare keyword popularity.
  • Identify seasonal patterns to plan content accordingly.

By analyzing search interest fluctuations, you can determine when specific topics gain traction and adjust your posting schedule to maximize visibility and engagement.

Pinterest Trends

To use Pinterest Trends:

  • Visit trends.pinterest.com or access it from your Pinterest Business account.
  • Enter relevant keywords to see interest over time and related trending searches.
  • Identify peak times for specific topics (e.g., searches for “Halloween costume ideas” spike in September and October).
  • Adjust your content calendar to publish content before peak trends to increase engagement.

Example: If searches for “Christmas gift ideas” peak in November, start publishing optimized Pins for that keyword in September or October to gain traction before competition increases.

Tools and methods to discover high-performing keywords

In addition to Pinterest’s built-in search and trend tools, external resources can help refine your keyword strategy. Here are a few options:

  • Pinterest Ads Manager: Provides keyword suggestions when setting up an ad campaign. Even if you’re not running ads, you can use it for organic research.
  • Google Keyword Planner: While not Pinterest-specific, it helps identify related search terms that users may also search for on Pinterest. You can then verify these terms using Pinterest-specific tools.
  • Buzzabout.AI: Helps analyze social media conversations around specific topics, offering insight into potential keyword opportunities.

Dig deeper: SEO beyond Google: Building your brand on Reddit, Quora, TikTok and more

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Optimizing Pins for search discovery

Now that we understand keyword research and content trends, the next step is optimizing your Pins.

Since Pinterest is a visual-first platform, the design, format, and metadata of your Pins play a crucial role in performance. 

Well-optimized Pins rank higher in search results and attract more saves, clicks, and engagement – fueling further algorithmic distribution.

An Anthropologie pin that showcases several of our recommended best practices
An Anthropologie pin that showcases several of our recommended best practices.

Best practices for Pin design

The visual appeal of a Pin directly impacts its discoverability and engagement. Follow these design best practices:

  • Use the optimal image size: Pinterest recommends a 2:3 aspect ratio (1,000 x 1,500 pixels) to prevent cropping.
  • Include clear text overlays: Readable text on images improves engagement and quickly communicates the Pin’s value.
  • Maintain consistent branding: Use brand colors, fonts, and logos to establish recognition and build trust.
  • Choose high-quality visuals: Bright, high-resolution images with minimal clutter perform best. Lifestyle and product images tend to receive higher engagement.
  • Create fresh Pins regularly: Pinterest favors new content, so repurposing blog posts or redesigning Pins with updated visuals helps maintain visibility.

Example: A food brand sharing a recipe should use a high-quality image of the dish, add a clear text overlay with the recipe name, and subtly place the brand logo in a non-intrusive spot.

Dig deeper: Visual content and SEO: How to use images and videos in 2025

Writing optimized pin titles and descriptions

Like traditional search engines, Pinterest relies on text-based metadata to understand and rank content. 

A well-crafted title and description with relevant keywords increases a Pin’s visibility in search results.

Tips for title optimization

  • Keep titles between 40–100 characters – concise yet descriptive.
  • Front-load primary keywords at the beginning.
  • Use an engaging hook to attract attention.

Tips for description optimization

  • Write detailed descriptions (up to 500 characters) incorporating primary and secondary keywords naturally.
  • Use a conversational, engaging tone to encourage interaction.
  • Include a clear call to action (CTA) when appropriate.

Example:

  • Pin title: “Best Morning Skincare Routine for Glowing Skin”
  • Pin description: “Looking for a simple yet effective morning skincare routine? This guide covers the best products and steps for glowing skin. From gentle cleansers to SPF protection, discover the essentials for healthy skin. Save this Pin for your daily routine inspiration!”

Analytics tools to monitor your performance

Pinterest SEO doesn’t stop at keyword research and Pin design.

Ongoing performance tracking is essential for refining your strategy.

Pinterest’s built-in Analytics provides insights into:

  • What’s working.
  • What’s not.
  • How to optimize content for better visibility and engagement. 

Additionally, Google Analytics offers deeper insight into Pinterest-driven website traffic and conversions.

How to track performance using Pinterest Analytics

Like traditional search, Pinterest Analytics helps measure content performance. 

Available for Pinterest Business accounts, it provides valuable data on Pin engagement, audience behavior, and trends.

Key Pinterest performance metrics include:

  • Impressions: The number of times a Pin appears in feeds, search results, or category pages.
  • Saves (Repins): The number of times users save a Pin to their own boards. Saves signal value to Pinterest, boosting visibility.
  • Outbound clicks: The number of times users click a Pin to visit your website. A high click-through rate (CTR) indicates effective content.
  • Close-ups: The number of times users tap or zoom in on a Pin. A high close-up rate suggests interest but may indicate the need for clearer CTAs.
  • Engagement rate: A combination of saves, clicks, and interactions that indicate a Pin’s overall effectiveness.

Top tip: If a Pin has high impressions but low outbound clicks, test different images, headlines, and descriptions to improve engagement. 

If a Pin has low impressions, revisit your keyword strategy to ensure alignment with user searches.

Using Google Analytics to track Pinterest’s impact

While Pinterest Analytics tracks in-platform engagement, Google Analytics offers insight into Pinterest’s impact on website traffic and conversions.

To track Pinterest referrals:

  • Open Google Analytics and navigate to Acquisition > Traffic Sources.
  • Filter by Referral Traffic and locate Pinterest as a source.
  • Analyze bounce rate, session duration, and conversions to evaluate Pinterest’s role in driving valuable traffic.

Final thoughts

I’ve long been an advocate for a “search everywhere” approach – and Pinterest is proving why that strategy is essential.

It’s clear that Pinterest is more than a social media platform. It’s a powerful discovery engine that lets you connect with an audience that is actively searching for inspiration and solutions.

By applying familiar SEO techniques like keyword research and combining them with social-driven best practices – such as high-quality visuals and a strategic posting schedule – you can enhance discoverability and drive consistent traffic to your website.

Whether you’re a blogger, ecommerce brand, or content creator, mastering Pinterest SEO gives you a competitive edge in today’s evolving search landscape. 

Dig deeper: Search everywhere optimization: 7 platforms SEOs need to optimize for beyond Google

Read more at Read More

How to get better results from Meta ads with vertical video formats

How to get better results from Meta ads with vertical video formats

Meta ads are evolving, and understanding the right video formats can make a big difference in your ad performance. 

Here’s how 9:16 and 4:5 videos can help you get better results in Meta, and even across TikTok and YouTube Shorts.

The power of Meta’s video innovation

Many ecommerce brands have found success using Meta ads.

However, many of these brands don’t understand the formatting details that, when used correctly, can drive better results.

For context, Meta has undergone more changes than other platforms like Google Ads (which together form the digital advertising duopoly). 

While Google Ads is older, Meta continues to innovate. It first entered the vertical video space by launching Stories as a direct competitor to Snapchat.

Today, Meta is in a similar competition with TikTok through Reels.

Different placements work for different advertisers, so it’s important to understand where your brand performs best to succeed.

Dig deeper: Why video is key to building brand identity and engagement

Meta’s video advertising focus

Over the past three months, I’ve spoken with Meta reps, agency owners, and clients to better understand where Meta is focusing its efforts.

The answer?

9:16 and 4:5 video ad formats. 

These formats perform well on Meta’s platform and work as effective creative for TikTok and YouTube Shorts.

Both vertical placements are key to getting the most out of your ad campaigns.

  • The 9:16: Maximizes the area within the Story placement.
  • The 4:5: Provides the largest creative space within the newsfeed and Reel placements – and more space means more opportunity.

At our agency, we work with 30 brands, giving us a broad view of trends and patterns. And we’ve noticed one key thing:

Reels (9:16) are more cost-efficient but convert less immediately for most brands. 

There is a clear difference between engagement, shareability, and research within Reels compared to In-Feed and Stories.

Why does this matter to you as an advertiser?

Because Meta is getting more expensive, you need to be more efficient. 

Instead of simply saying, “Jump on Reels, they’re cheap,” I want to share data-backed tactics you can use right away.

3 ways to get more from 9:16 and 4:5 Meta video ad formats

With a million different tactics floating around on the internet, use these 3 to make a dent in your media buying:

1. Optimize Reel placement

Start by creating varied content, then refine it through testing within the Reels placement to gather feedback and increase exposure at a lower cost.

Next, identify which creative drives performance versus engagement. 

Focus on growing sales, top-funnel reach, and boosting engagement through shares and Google searches.

On Reels, creative is the variable that multiplies

2. Pay attention to your ad’s safe zones

In Meta advertising, “safe zones” are areas within Stories and Reels ads where key creative elements – such as text and logos – should be placed to prevent them from being obscured by interface features like profile icons or call-to-action buttons.

Safe zones have become one of the biggest talking points with our clients heading into 2025.

What makes safe zones complex is how primary placements (Stories, Reels, and In-Feed) interact with other placements (video feed, Explore, search, etc.). 

This complexity increases when you expand to other platforms like YouTube Shorts and TikTok, which present content differently to users.

When optimizing safe zones, ensure clear communication between:

  • Media buyer.
  • Client.
  • Creative team.

A strong safe zone strategy is key to increasing click-through rates (CTR) and engagement (shares, saves, comments, and reactions).

This improved engagement helps the algorithm lower costs (CPM) while collecting valuable data on how users respond – both positively and negatively – to your ads.

Safe zones across placements

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3. Embrace creative variation

The most important factor in creative development is variation.

Take one of our clients, for example – a company specializing in ergonomic home products.

They’ve developed an unmatched product, and we’ve created personalized dashboards to track their ad account at the founder’s creative level.

This helps us better understand their return on ad spend (ROAS) alongside engagement metrics like shares, saves, and comments.

Meta ads - analytics dashboard

Data visualization allows us to quickly see how each creative performs:

  • Some drive high shareability.
  • Some generate more purchases and stronger ROAS.
  • Others encourage comments.

If you aren’t analyzing this information, you’re missing key insights that could improve your creative performance.

By understanding how each founder-led creative performs, we can refine those assets and expand into new variations. 

For this brand, founder creative was the most impactful and engaging – but it shouldn’t be the only focus. 

We found that the “health” creative category drives both purchases and ROAS. 

This type of content is ideal for retargeting – potentially in a carousel format through the feed for users already familiar with the brand.

Meta ads - video ad campaigns

But let’s dig a level deeper.

Within the “health” category, we discovered that “spine-specific health” content is both engaging and high-performing. 

This makes it a strong candidate for evergreen ads in both prospecting and retargeting.

This high-performing creative can now be iterated and repurposed in different ways, such as:

  • Featuring a new UGC spine expert.
  • Highlighting a target audience user.
  • Using an overhead shot of the product with a voice-over about spine health.

One successful ad can branch into multiple creative opportunities.

When you combine these variations with 9:16, 4:5, and safe zones, you create ads that are optimized for lasting success.

Dig deeper: Meta introduces generative AI video advertising tools

Read more at Read More