How to know if your GEO is working

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How to know if your GEO is working

Let’s get one thing straight before the industry turns “GEO” into yet another three-letter source of confusion.

Generative engine optimization isn’t SEO with a new hat and a LinkedIn carousel. It’s a fundamentally different game.

If you’re still debating whether to swap the “S” for a “G,” you’ve already missed the point.

At its core, GEO is brand marketing expressed through generative interfaces.

Treat it like a technical tweak, and you’ll get technical-tweak results: plenty of noise, very little growth.

CMOs, this is where you step in.

SEOs, this is where you either evolve or get automated into irrelevance.

The question isn’t what GEO is – that’s been done to death.

It’s how to tell if your GEO is actually working.

The North Star: Share of search (not ‘share of voice,’ not ‘topical authority’)

The primary metric for GEO is the same one that should already anchor any brand-led growth program: share of search.

Les Binet didn’t coin a vanity metric for dashboards. 

Share of search is a leading indicator of future market share because it reflects relative demand – your brand versus competitors.

If your share is rising, someone else’s is falling, and the future tilts your way. 

If it’s declining, you’re mortgaging tomorrow’s revenue. That’s the unglamorous magic of it.

It isn’t perfect. But across category after category, share of search predicts brand outcomes with a level of accuracy that should make “awards case studies” blush.

And yes, GEO affects it, often through PR. 

When an LLM recommends your brand (linked or not), some users still open a new tab and Google you. 

Recommendation sparks curiosity. Curiosity drives search. Search is the signal.

Expect branded search volume to rise as generative usage grows, because people back-check what they see in AI results. 

It’s messy human behavior, but it’s consistent.

Your first diagnostic: plot your brand’s share of search against your closest competitors. 

Use Google Trends or My Telescope for branded demand, and triangulate with Semrush. 

Watch the trend, not the weekly wobbles.

And do not confuse share of search with share of voice. 

Different metric. Different lineage. Different purpose.

Dig deeper: From search to answer engines: How to optimize for the next era of discovery

The two halves of the signal: Brand demand and buyer intent

Share of search has two practical layers for GEO diagnostics:

  • Brand search: The purest signal of salience. Are more people looking for you than last quarter, relative to the category? That’s how you know your brand availability is increasing inside generative engines and the culture around them.
  • Buyer-intent traffic: The money end. Of your non-branded search clicks, how much is clearly commercial or buyer-intent versus informational fluff? And how does your share of that buyer-intent traffic compare to competitors?

You won’t know a rival’s exact click-through rates – and you don’t need to.

Use Semrush to estimate non-branded commercial demand at the topic level for you and them, then compare proportions. 

Cross-reference with your own Google Search Console (GSC) data. 

Export everything and segment aggressively by intent. 

Where tool estimates diverge from your actuals, you’ll learn something about the noise in third-party data and the real shape of your market.

If your brand search is flat but buyer-intent share is rising, congratulations – you’re harvesting demand but not creating enough of it.

If brand search is rising but buyer-intent share isn’t, you have a conversion or content problem – your GEO is sparking curiosity, but your site and assets aren’t turning that into qualified traffic.

If both are up, pour fuel.

If both are down, stop fiddling with prompts and fix your positioning, advertising, and PR.

Dig deeper: Fame engineering: The key to generative engine optimization

Competitors are winning in AI answers. Take back share of voice.

Benchmark your presence across LLMs, spot gaps, and get prioritized actions.

Compare share of voice and sentiment in seconds.

Category entry points: The prompts behind the prompts

GEO lives or dies on category entry points (CEPs) – Ehrenberg-Bass’ useful term for the situations, needs, and triggers that put buyers into the category.

CEPs are how real people think.

“I just left the gym and I’m thirsty.” That’s why there’s a Coke fridge by the exit.

“I’ve just come out of a show near Covent Garden and need food now.” That’s why certain restaurants cluster and advertise there.

These are not keywords. They’re human contexts that later materialize as words.

Translating that to GEO: your customers’ prompts in ChatGPT, Gemini, Perplexity, and AI Mode reflect their CEPs.

Newly appointed marketing manager under pressure to fix organic? That’s a CEP.

Fed up with a current tool because the price doubled and support disappeared? Another CEP.

Map the CEPs first, then outline the prompt families that those CEPs produce. 

The wording will vary, but the thematic spine stays consistent: a role, a pain, a job to be done, a timeframe.

Once you’ve mapped CEPs to prompt families, you can evaluate your prompt visibility – how often and in what context generative engines surface you as a credible option.

This is a brand job as much as a content job. 

LLMs don’t “decide” like humans. They triangulate across signals and citations to reduce uncertainty. 

Distinctive brand assets, third-party coverage (PR), credible reviews, and consistent evidence of capability all raise your odds of being recommended.

Notice I didn’t say “more blog posts.” We’ll come back to that.

Get the newsletter search marketers rely on.

See terms.

Measure prompt visibility, then validate in GSC

Once you’ve outlined your prompt families, test visibility systematically.

Run qualitative checks in the major models. Log the sources they cite and the types of evidence they appear to weight.

Are you visible when the CEP is “newly promoted CMO, six-month plan to grow organic pipeline”?

Are you visible when it’s “VP of ecommerce losing non-brand traffic to marketplace competitors, needs an alternative”?

If you’re absent, don’t complain about model bias – earn your spot with PR, credible case studies, and assets that reinforce what the engines are trying to prove about you.

Next, switch to the quantitative side. 

In GSC, build regex filters for conversational queries – the long, natural-language strings (4 to 10 words, often more) that resemble prompts with the serial numbers filed off.

We don’t yet know how much of this traffic comes from bots, LLM scaffolding, or humans typing into AI-powered SERPs, but we do know it’s there.

Track impressions, clicks, and the proportion that are clearly buyer-intent versus informational. 

If your conversational query clicks are growing and skewing commercial, that’s a strong signal your GEO is turning curiosity into consideration.

The two-second rule: Why informational content won’t save you

Here’s a hard truth for the SEO content mills: informational traffic is about to become even less valuable.

Most AI citations offer only fleeting exposure. 

Brand recall takes more than a glance – in both lab and field data, you get roughly two seconds of attention to make anything stick. 

Most sidebar mentions and AI Overview snippets don’t deliver that, and the memory fades fast anyway.

If your GSC export shows that 70% or more of your clicks come from “how-to” mush with no buyer intent, your GEO isn’t working. 

It’s subsidizing the LLMs that will summarize you out of existence.

Fix the mix – shift your asset portfolio toward category entry points that actually precede purchase.

Dig deeper: Revisiting ‘useful content’ in the age of AI-dominated search

A simple GEO scoreboard for grown-ups

Here’s your weekly CMO/SEO standup. Four lines, no fluff.

1. Share of search (brand) 

Your brand’s share versus your top three competitors, trended over 13 weeks. 

Up is good. Flat is a warning. Down means it’s time to get comms and PR moving.

2. Share of buyer-intent traffic

Your estimated share of non-brand commercial clicks versus competitors (from tool triangulation), plus your actual buyer-intent clicks from GSC. 

The gap between the two is your reality check.

3. Prompt visibility index

For each priority CEP, how often are you recommended by major models, and with what supporting evidence? 

  • Track monthly. 
  • Celebrate gains. 
  • Fix absences with PR and proof.

4. Conversational query conversion

Impressions and clicks on 4–10+ word natural-language queries, segmented by intent. 

Are the commercial ones rising as a share of total? If not, your GEO is a content cost center, not a growth driver.

How to read the scoreboard

  • If those four lines are improving together, your GEO is working.
  • If only one is improving, you’re playing tactics without strategy.
  • If none are improving, stop thinking you can “Wikipedia” your way to growth with topical-authority fluff.

The levers that actually move GEO

What moves the dial? Not more “SEO content.” GEO responds to the levers of brand availability:

  • PR that builds credible third-party evidence: Reviews, analyst notes, earned features, and founder or expert commentary with substance. LLMs love corroboration.
  • Distinctive assets used consistently: Names, taglines, proof points, tone. Engines triangulate. Recognizable signals reduce ambiguity.
  • Customer-centered case studies: Framed around CEPs, not your product roadmap. “Marketing manager replaces X to cut acquisition costs in 90 days” beats “New feature launch.”
  • Tighter copy: Precise, functional language matched to CEPs and prompt families. Kill the poetry.
  • Experience signals: Your site must resolve buyer intent fast. The conversation from AI should land on pages that continue – not restart – the dialogue.

Content still matters, but only as support for these levers.

Most of your old blog inventory was never going to build memory or distinctiveness, and in an AI-summarized world, it certainly won’t. 

Scrap the vanity spreadsheets. Build assets that make both engines and humans more certain you’re the right choice in buying situations.

Yes, content marketing is back in a big way – but that’s another article.

GEO isn’t just SEO

When AI modes become the default interaction layer, and they will – whether through chat, answers, or blended SERPs – the game rewards brands that are easy for machines to recommend in buying moments. 

That is GEO’s beating heart: increasing AI availability. 

Think of it like free paid search. 

If you’re still obsessing over informational traffic and topical hamster wheels, you’ll be caught with the lights on and no clothes. Some of you already are.

SEOs who make the leap become organic-search strategists. 

You’ll speak CEPs, buyer intent, and brand effects. 

You’ll partner with PR, product marketing, and sales enablement. 

You’ll still use the tools – Semrush and GSC – but you’ll use them to evidence strategy, not to justify content churn.

The rest of you? You’ll be replaced by an agentic workflow that writes better filler faster than you ever could.

The humbling truth about GEO

Marketing rewards humility. 

You are not the consumer, and you are certainly not the model. 

Stop guessing. Measure the four lines. 

  • Map the category entry points. 
  • Build the assets that make you easy to recommend. 
  • Cross-reference tool estimates with your own data and let the differences teach you. 

GEO isn’t mystical – it’s brand marketing meeting machine mediation.

So, how do you know if your GEO is working?

  • Your share of search rises.
  • Your share of buyer-intent traffic rises.
  • Your prompt visibility expands across the CEPs that actually precede purchase.
  • Your conversational queries convert at a higher rate.

Everything else is noise. 

Ignore the noise, fix the fundamentals, and remember the only mantra that matters in this brave, generative world:

  • Be recommended by AI, when it matters and not when it doesn’t.

Dig deeper: SEO in the age of AI: Becoming the trusted answer

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Google Search gets Nano Banana in Google Lens

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Google Lens now supports the Nano Banana, the image generation feature from the Gemini app, within Google Search. Google said, “we’re bringing Nano Banana to Google Search.”

Open the Google Lens feature in the Google app for Android or iOS. Then you can tap on Create mode to make an image. You can then transform an image into your ideas directly from Google Lens.

What it looks like. Here is a video of it in action:

Here are some screenshots:

Why we care. AI search features are moving fast and these fun and creative features might help win over consumer loyalty. OpenAI, Microsoft, Perplexity and other are all trying to compete with AI and Search. Who will win in the future is yet to be determined.

Google launched this in English in the U.S. and India, with more countries and languages coming soon, the company said.

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Google to expand ads in AI Overviews to more markets

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6 steps to improve your Google Ads campaigns

Google will roll out ads within AI Overviews beyond the U.S. to select English-speaking markets by the end of 2025, the company confirmed during its Google Access event last week.

Why we care. As AI-generated answers become a central part of Search, this expansion could reshape how advertisers reach users – with ads appearing directly alongside AI summaries rather than traditional text results.

Catch up. Ads in AI Overviews were first unveiled at Google Marketing Live 2025, allowing brands to appear within generative responses when users ask complex, multi-part queries.

What’s next. Google’s gradual rollout will give advertisers and users time to adapt to new ad placements and formats – and could provide early insights into how generative AI changes ad visibility, performance, and measurement across Search.

Bottom line. For advertisers, AI Overviews represent both an opportunity and a challenge – blending paid placements into AI-generated answers could drive richer engagement but may also require rethinking how to optimize for discovery and intent in a more conversational search environment.

First seen. This update was shared on LinkedIn by CEO of Profitmetrics.io Frederik Boysen, after hearing it announced Google Access meeting he attended last week.

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Google rolls out new global ‘Sponsored results’ ad label

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How to expand from paid social into Google Ads

Google is globally launching a new “Sponsored results” label across desktop and mobile, grouping text and Shopping ads under a clearer header.

The update marks one of Google’s most visible ad labeling changes in years. It allows users to hide groups of ads directly on the search results page.

How it works. Text ads will now appear under a larger Sponsored results header.

  • The same label will apply to other formats, like Shopping ads.
  • Users can choose to hide entire groups of sponsored results for a more personalized browsing experience.

Why we care. Clearer ad labeling and the option for users to hide sponsored results could influence ad visibility and click-through rates – meaning brands will need to focus even more on ad relevance and creative quality to attract engaged users who actively choose to view their content.

The big picture. The change aims to make ad placements easier to identify while streamlining navigation, part of Google’s ongoing effort to balance user trust and advertiser visibility in Search.

Bottom line. For advertisers, clearer labeling could mean higher-quality clicks from users who better understand when they’re engaging with paid results.

Google’s announcement. We’re improving navigation and introducing a new control for ads on Google Search.

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Google’s Robby Stein on AI Mode, GEO, and the future of Search

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AI hasn’t replaced traditional search – it’s expanding it, according to Robby Stein, Google’s VP of Product for Search, speaking in a new interview on Lenny’s Podcast.

Google is seeing more searches than ever as people ask harder, more conversational, and more visual questions powered by AI, Stein said:

  • “People come to search for just ridiculously wide set of things. … They want specific phone number. They want a price for something. They want to get directions. They want to find a payment web page for their taxes. Like every possible thing you can imagine.
  • “I think the vastness of that is underappreciated by many people. And what we see is that … AI hasn’t really changed those foundational needs in many ways. What we’re finding is that AI is expansionary.
  • “There’s actually just more and more questions being asked and curiosity that can be fulfilled now with AI. That’s where you get the growth. The core Google search isn’t really changing in my opinion, we’re not seeing that. But you’re getting this expansion moment.”

Stein pointed to Google Lens as proof: a 70 percent year-over-year surge in visual searches. “Billions and billions and billions of searching this way,” he said.

AI Mode and the future of search. Stein essentially called AI Mode a new layer of Search that gives searchers a “consistent, simple product experience,” where they don’t have to think about where they are asking a question:

  • “[AI Mode] creates an end-to-end frontier search experience on state-of-the-art models to really truly let you ask anything of Google Search. You can go back and forth. You can have a conversation. And it taps into and is specially designed for search.
  • “It’s able to understand all of this incredibly rich information that’s within Google. So there’s 50 billion products in the Google Shopping Graph, for instance. They’re updated 2 billion times an hour by merchants with live prices. You have 250 million places and maps. You have all of the finance information. Not to mention you have the entire context of the web and how to connect to it so that you can get context but then go deeper.
  • “And you kind of like put all of that into this brain that is effectively this way to talk to Google and get at this knowledge. That’s really what you can do now. You can ask anything on your mind and it’ll use all of this information to hopefully give you super high-quality and informed information, as best as we can.
  • “It’s also been integrated into our core experiences. You can get to it really easily. You can ask follow-up questions of AI Overviews right into AI Mode now. Same for the Lens stuff – take a picture takes you to AI Mode, you can ask follow-up questions and go there too. So it’s increasingly an integrated experience into the core part of the product.”

GEO and content advice. Stein was asked about the rise of AEO (answer engine optimization) and GEO (generative engine optimization) and what it means. The rules of showing up in AI answers haven’t changed as much as people think, Stein said, noting that Google’s AI still searches – just a lot faster and smarter.

  • “When our AI constructs a response, [it] does something called query fan-out, where the model uses Google search as a tool to do other querying. So, maybe you’re asking about specific shoes. It’ll add and append all these other queries, like maybe dozens of queries, and start searching in the background. And it’ll make requests to our data back end, so if it needs real-time information, it’ll go do that.
  • “And so, actually something’s searching. It’s not a person. But there’s searches happening. And then each search is paired with content.

Stein referenced Google’s quality rater guidelines and seemed to indicate that SEO best practices still apply in the evolving era of GEO/AEO:

  • “Do you satisfy the user intent of what they’re trying to get? Do you have sources? Do you cite your information? Is it original, or is it repeating things that have been repeated 500 times? And there’s these best practices that I think still do largely apply because it’s going to ultimately come down to an AI is doing research and finding information.
  • “And a lot of the core signals – is this a good piece of information for the question? – they’re still valid. They’re still extremely valid and extremely useful. And that will produce a response where you’re more likely to show up in those experiences.”

Stein’s advice for publishers and creators:

  • “Think about what people are using AI for. I mentioned this is an expansionary moment, right? Like seems to be that people are asking a lot more questions now, particularly around things like advice or how to or more complex needs versus more simple things. If I were a creator, I would be thinking, what kind of content is someone using AI for? And then how could my content be the best for that given set of needs now? And I think that’s a really tangible way of thinking about it.”

How Google AI search differs from competitors. AI Mode isn’t a chatbot – it’s designed and specially created for informational needs (planning, learning, verification), not therapy, productivity, or creativity, Stein said.

  • “We’re really focused on what people use Google for and making an AI for that so that you can come to Google, ask whatever you want, and get effortless information about that, and context and links to then also verify, dig in, and go to the authoritative sources ultimately that people want.”

So perhaps we should call it IEO (information engine optimization) instead of AEO, GEO, etc.?

Bottom line. Google Search isn’t shrinking – it’s expanding due to multimodal searches, according to Stein. It’s being rebuilt to be “the best at informational needs.” That means answering natural language questions, not making searchers speak “keyword-ese.”

The interview. Inside Google’s AI turnaround: AI Mode, AI Overviews, and vision for AI-powered search | Robby Stein

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First things first: writing content with the inverted pyramid style

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Journalists have been using the inverted pyramid writing style for ages. Using it, you put your most important information upfront. Don’t hedge. Don’t bury your key point halfway down the third paragraph. And don’t hold back; tell the complete story in the first paragraph. Even online, this writing style holds up pretty well for some types of articles. It even comes in handy now that web content is increasingly used to answer every type of question a searcher might have. Find out how!

Table of contents

Key takeaways

  • The inverted pyramid writing style places crucial information at the beginning to engage readers quickly and effectively.
  • Writers should structure articles with core sentences that introduce key concepts to aid comprehension and improve scanning.
  • This style enhances SEO by making content clearer and easier to understand for both human readers and search engines.
  • While effective for many types of articles, the inverted pyramid may not suit creative writing forms like poetry or complex fiction.
  • To implement the inverted pyramid, identify key points, structure your content, and revise for clarity and focus.

What is the inverted pyramid?

Most readers don’t have the time or desire to carefully read an article, so journalists put the critical pieces of a story in the first paragraph to inform and draw in a reader. This paragraph is the meat and potatoes of a story, so to speak. This way, every reader can read the first paragraph, or the lead, and get a complete notion of what the story is about. It gives away the traditional W’s instantly: who, what, when, where, why, and, of course, how.

The introductory paragraph is followed by paragraphs that contain important details. After that, follows general information and whatever background the writers deem supportive of the narrative. This has several advantages:

  • It supports all readers, even those who skim
  • It improves comprehension; everything you need to understand the article is in that first paragraph
  • You need less time to get to the point
  • It gives writers a full paragraph to draw readers in
  • Done well, it encourages readers to scroll and read the rest of the article
  • It gives writers full control over the structure
  • It makes it easier to edit articles

An example

Here’s an example of such an intro. We wrote an article about writing meta descriptions in Yoast SEO that answers exactly that question in an easy-to-understand way. We show what it is and why it’s important immediately, while also triggering people to read the rest of the article. Here’s the intro:

“A strong meta description boosts CTR and signals relevance to search engines. This post shows how to craft descriptions that work, with practical tips and ready-to-use templates. You’ll learn the traits of good meta descriptions, common mistakes, and how Yoast SEO can help you get it right. Using these templates and guidelines can boost CTR, align reader expectations, and improve optimization for both users and Google.”

The inverted pyramid is just one of many techniques for presenting and structuring content. Like us, you can use it to write powerful news articles, press releases, product pages, blog posts, or explanatory articles.

This style of writing, however, is not suited for every piece of content. Maybe you write poetry, or long essays with a complete story arc, or just a piece of complex fiction. Critics are quick to add that the inverted pyramid style cripples their creativity. But, even then, you can learn from the techniques of the inverted pyramid that help you to draw a reader in and figure out a good way to structure a story. And, as we all know, a solid structure is key to getting people and search engines to understand your content. We wrote about that in our article on setting up a clear text structure.

The inverted pyramid
The inverted pyramid

The power of paragraphs

Well-written paragraphs are incredibly powerful. These paragraphs can stand on their own. I always try to write in a modular way. That’s because I’m regularly moving paragraphs around if I think they fit better somewhere else in the article. It makes editing and changing the structure of a story so much easier.

Good writers give every paragraph a stand-out first sentence; these are known as core sentences. These sentences raise one question or concept per paragraph. So, someone who scans the article by reading the first sentence of every paragraph will get the gist of it and can choose to read the rest of the paragraph or not. Of course, the rest of the paragraph is spent answering or supporting that question or concept.

The pyramid, SEO, and AI

Front-loading the main point helps SEO perform in an AI era. Lead with the core result to give readers a fast, clear understanding and to signal relevance to search algorithms. Focusing on that idea makes snippets more likely and improves relevance while making the rest of the piece easier to scan, summarize, and reuse across channels. In practice, the inverted pyramid anchors the article in intent, guiding humans and machines toward the same destination: the core answer.

Answering questions

Something else is going on: a lot of content out there is written specifically to answer questions based on user intent. Today, Google answers a lot of questions and answers right away in the search results. That’s why it makes a lot of sense to structure your questions and answers in such a way that is easy to digest for both readers and search engines. This also supports the inverted pyramid theory. So, if you want to answer a specific question, do that right beneath that question. Don’t obfuscate it. Keep it upfront. You can answer supporting questions or give a more elaborate answer further down the text. If you have data supporting your answer, please present it.

Summaries vs. the pyramid

Front-loading the main point highlights the core idea clearly to both readers and search engines. The inverted pyramid delivers that headline idea first, then adds context and support. A summary condenses the piece into its essential takeaways, handy for meta descriptions, snippets, or quick recaps. Yoast AI Summarize can generate tight summaries from your content, giving you ready-to-use openings and meta descriptions that align with the pyramid and improve SEO performance.

How to write with the inverted pyramid in mind

The inverted pyramid forces you to think about your story: what is it, and which parts are key to understanding everything? Even if you don’t follow the structure to the letter, focusing on the essential parts of your story and deleting the fluff is always a good thing. In his seminal work The Elements of Style, William Strunk famously wrote:

“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that he make every word tell.”

In short, writing works like this:

  • Map it out: What are the most important points you want to make?
  • Filter: Which points are supportive, but not key?
  • Connect: How does everything fit together?
  • Structure: Use sub-headers to build an easy-to-understand structure for your article
  • Write: Start every paragraph with your core sentence and support/prove/disprove/etc in the coming sentences
  • Revise: Are the paragraphs in the correct order? Maybe you should move some around to enhance readability or understanding?
  • Edit: I.e., killing your darlings. Do you edit your own work, or can someone do it for you?
  • Publish: Add the article to WordPress and hit that Publish button

Need more writing tips? Here are 10 tips for writing an awesome and SEO-friendly blog post.

Try the inverted pyramid

Like we said, not every type of content will benefit from the inverted pyramid. But the inverted pyramid has surely made its mark over the past century or more. Even now, as we mostly write content for the web, this type of thinking about a story or article makes us focus on the most important parts, and how we tell about those parts. It forces you to separate facts from fiction and fluff from real nuggets of content gold. So, try it out, and your next article might turn out to be the best yet.

Read more: SEO copywriting: the ultimate guide »

The post First things first: writing content with the inverted pyramid style appeared first on Yoast.

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5 ways to drive action with your PPC report

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PPC reports that drive action

Are you spending hours on client reporting every month, only for your stakeholders to skim it, dismiss the numbers, or ignore your recommendations?

When reports don’t drive action, you lose more than time. Budget approvals, strategic influence, and client trust are all compromised.

Here are five ways to make sure your PPC report doesn’t just get read, but actually moves your audience to take action.

1. Start with your audience, not the data

When building a report, it’s easy to get lost in the data – dozens of metrics, multiple platforms, endless ways to slice performance.

The instinct is to ask, “What data can I show?” 

But that approach creates reports that highlight numbers instead of driving decisions.

A better question is, “Who needs this, and what will they do with it?”

What does your reader need to understand or act on? 

To borrow from the Jobs-to-Be-Done framework – what is this report being “hired” to do?

  • What decisions are your stakeholders responsible for making?
  • What questions do they expect answered?
  • Which goals and KPIs do they need to monitor?
Identify and interview your audience

Once you understand the job your report is meant to do, you can reverse-engineer what belongs in it.

For example:

  • A CMO focused on connecting ad spend to revenue and competitive position will want to see ROAS, market share, and year-over-year growth.
  • An ecommerce manager focused on product mix will care more about category performance, inventory, and seasonal trends.

Off-the-shelf templates and automated reports can’t answer those questions for you – only direct conversations with stakeholders can. 

You don’t need to wait for a new client kickoff to do this. 

Check in with your current stakeholders to confirm your reports still reflect what matters most to them.

2. Establish the source of truth

If you manage platforms like Google Ads and Microsoft Ads, you’re likely reporting on engine numbers.

But engine numbers aren’t always the “source of truth.” 

Sometimes they’re only directionally accurate. Other times, they barely correlate with actual performance.

Here’s the risk when you don’t define that source upfront: you build and present a solid report, only to have it derailed by, “I don’t think these numbers are right.” 

A client questions whether Google Ads is inflating conversions, or a CFO insists revenue must come from the CRM. 

Suddenly, the discussion shifts from strategy to data defense.

Google Ads data doesn't match CRM data

When stakeholders don’t trust the numbers, your report loses its power. You can’t drive action on data that no one believes.

So before building a report, clarify the source of truth. 

A quick litmus test: if you said, “We generated $1 million in PPC revenue yesterday,” what system would leadership check to verify it? 

Whatever they name is your source of truth.

You may never reconcile every dataset perfectly, but alignment matters most. 

Pull numbers from that trusted system where possible, call out known gaps – like offline conversions lagging in Google Ads or modeled data in GA4 – and always identify data sources clearly. 

When your reporting reflects the system leadership trusts, you avoid endless debates about accuracy and keep the focus on decisions that move the business forward.

Dig deeper: How to deliver monthly PPC reports clients love

3. Build invisible CTAs into every section

A strong landing page drives action with a clear call to action. 

Without one, visitors don’t know what to do next – and conversions drop. 

Reports work the same way, only without a button to click.

That’s why I developed a framework I call “invisible CTAs.” 

An invisible CTA is the intended outcome for each section of your report – the “conversion” you want your audience to experience. 

It doesn’t appear in the report itself, but it guides how you build every chart, annotation, and insight.

Invisible CTAs examples

There are three types of invisible CTAs:

  • Do: The next step they should take based on the data – fix a landing page, approve budget reallocation, or adjust strategy to defend against a competitor.
  • Know: What happened and why, even when there’s no immediate action – a holiday promo drove a 15% spike that won’t sustain, Apple’s privacy updates reduced match rates, or a tracking glitch underreported conversions.
  • Feel: The emotional response that drives urgency or confidence – concern that a competitor is outspending you, encouragement that a new strategy is working, or worry that rankings are slipping.

Don’t shy away from negative emotions. 

When we hide problems to keep reports “positive,” stakeholders won’t commit the resources needed to fix them. 

Think of it this way: which battery icon motivates you to get off the couch and grab your charger? 

Not the full one.

Battery icon illustration

Before building any section, ask: 

  • What’s the one takeaway I want my audience to leave with? 

Then design everything – your charts, metrics, headlines, and comparisons – around that invisible CTA. 

When each section has a clear intent, your audience knows exactly what to do next, even without clicking a button.

Get the newsletter search marketers rely on.

See terms.

4. Apply conversion principles to design and layout

Most PPC reports are still designed like data dumps, not decision tools.

Charts are crammed together, walls of numbers lack focus, and abbreviations or shorthand leave readers guessing.

Your audience shouldn’t have to work to understand what the data means. 

As Steve Krug explains in “Don’t Make Me Think,” good design removes friction and makes meaning obvious. 

The same principle applies to reporting.

Your reports should follow the same conversion optimization principles you’d use on a landing page: 

  • Hierarchy: Prioritize the key story. Bold the outcome. Move secondary data to callouts or appendices.
  • White space: Clutter kills comprehension. Give major insights room to breathe in their own sections or pages.
  • Contrast: Use color, weight, and position to highlight wins and risks.
  • Annotations: Mark charts with context (seasonality, tracking glitches, site changes). 

Look at how these conversion principles transform the very basic “Account Performance” chart into completely different data stories:

Conversion principles applied to design and layout

Every design choice should reduce friction, clarify meaning, and guide your audience toward the right conclusion.

5. Show results in context, not isolation

We often hope the numbers will speak for themselves – but they don’t.

“We drove $17,000 in revenue” means little unless your audience knows whether that’s above goal, below forecast, or right on target.

Without context, stakeholders don’t know how to react. 

They can’t celebrate a win if they don’t know it’s a win, and they won’t prioritize fixes if they don’t see the urgency.

Every metric in your PPC report needs a frame:

  • Benchmarks: Was performance above or below target?
  • Comparisons: How does it trend versus last month, last year, or competitors?
  • Explanations: What caused the change – seasonality, tracking issues, or market shifts?

For example, “$17,000 in revenue” becomes meaningful when you add context:

  • $17,000 is 35% above the goal of $12,600.
  • $17,000 is 11% higher than last October’s $15,300.
  • $17,000 represents nearly 25% of all-channel revenue ($70,000).

The more comparisons, percentages, and explanations you layer in, the easier it is for your audience to understand what’s really happening. 

Combine that context with conversion principles and invisible CTAs to create reporting that’s clear, credible, and built for action.

Show results in context, not isolation

Dig deeper: How to benchmark PPC competitors: The definitive guide

From data dump to decision driver

The purpose of PPC reporting is simple – to help your audience understand what happened and what to do next. 

If your reports don’t accomplish that, you’re not just wasting time. You’re leaving your readers without the clarity they need to act.

When you design reports around your audience’s needs, anchor them to a trusted source of truth, build invisible CTAs, apply conversion principles, and show results in context, you turn reporting into a decision-making tool.

Follow these steps, and your PPC report will stop being a monthly time-sink and start becoming a high-value asset that earns trust, drives action, and strengthens retention.

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What does Yoast SEO do?

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Yoast SEO is a free WordPress SEO plugin that helps your site perform better in search engines like Google. It also gives you the tools to bring your content to the highest SEO and overall readability standards. Here, we’ll explain how our plugin helps you build the best website possible!

Table of contents

What Yoast SEO does

Yoast SEO offers many tools and features to boost your SEO. Some of these features influence the SEO of your whole site, while others help you optimize individual posts and pages for search engines.

At Yoast, we believe in our mission, “SEO for everyone,” so you can access all the essential WordPress SEO tools in our free Yoast SEO plugin. But if you really want to boost your SEO, upgrade to Yoast SEO Premium. This upgrade gives you even more amazing SEO features, including great AI features like Yoast AI Optimize and AI Summarize! Keep reading to find out what Yoast SEO can do for your SEO!

SEO for your posts and pages

If you want your posts and pages to appear in the search results, you need to optimize them! So, when you use WordPress to create/edit posts, you’ll find a lot of Yoast SEO tools to help you draft and optimize great content. And if you think SEO optimization is all about keywords, think again. The tools and tips in our Yoast SEO plugins also focus on quality content and user experience. Trust us, because it will all help your rankings, directly or indirectly.

Here’s how the plugins will help you optimize your posts and pages:

Make sure you’re optimizing correctly (we’ll tell you if you aren’t)

After you’ve done your keyword research, you’ll have to start optimizing the pages and posts on your sites for the keywords and keyphrases you want to rank for. To do that, you can set a focus keyphrase for an article in Yoast SEO. Then, the plugin uses our content SEO analyses to determine how your content scores on different factors. It checks how many times you use your keyphrase, the length of your text, or whether you used any internal links.

The results of these analyses guide you in optimizing your post or page to rank with your chosen keyphrase. You’ll see red, orange, and green traffic lights to indicate how every factor scores. This gives you an overview of the overall score and what you can still tackle to increase your rankings!

We also give you tools to find out which keywords you can target successfully, and track how successful your content really is. For the keyword research part, we integrate with the leading online marketing platform, Semrush. For tracking the performance of your content in search, we integrate with the rank tracking platform Wincher.

The Yoast SEO analysis in the WordPress post editor sidebar shows things that can be improved
The content SEO analysis tells you how to optimize your text for a certain keyword with the use of red, orange, and green traffic lights.

Guidance for writing high-quality content — in many languages!

Optimizing your content to rank with the right keyphrase is important, but don’t forget your reader! Even if you write amazing content for search engines, your audience won’t benefit from it if they don’t understand it. When a person doesn’t understand your content, the chance of them buying something from you is close to zero. The same is true for the odds of them sharing one of your articles with their friends. So, you must ensure your content is also easy to understand. And that’s where the readability features come in.

Our readability checks let you adopt the feedback in a way that suits you, without losing your personal touch. If you’re interested in all the factors that increase readability, you can read more about the Yoast SEO readability features. What’s more, you can optionally enable the inclusive language analysis alongside readability and SEO checks

the Yoast SEO readability analysis in the WordPress meta box shows all green traffic lights for an article
The readability analysis tells you how to optimize your text to make it read easily using red, orange, and green traffic lights

All or most features are available in the following languages: English, German, Dutch, French, Spanish, Italian, Portuguese, Czech, Russian, Polish, Swedish, Hungarian, Indonesian, Arabic, Hebrew, Turkish, Norwegian, Japanese, Slovak, and Greek.* We support more languages at various levels. Check the overview for other languages. 

* Unfortunately, it’s not possible to calculate the Flesch reading ease score for some of these languages. Check the overview below to see which languages.

Based on years of research

Yoast SEO’s readability features are well-researched analyses that give you feedback on how to optimize your writing. Now, this may sound strange, because the way you write can be very personal. Let us explain how it works.

The plugin uses an algorithm to check your content for factors that are proven to increase readability. We look at the use of transition words, the use of passive voice, sentence and paragraph lengths, word complexity, and more. However, we carefully crafted this algorithm to be as accurate as possible without being too strict.

Influence what Google shows in search results

Of course, you don’t just want your pages to appear in Google’s search results. You want your search results to look amazing, too! That’s why Yoast SEO has tools to let you plan and preview how each page will (probably) look when it appears on Google. This is probably something we can’t avoid here, as Google will occasionally decide it knows better and show something else instead. But by optimizing certain outputs on your page, you can indicate how Google should present your content to users. And that’s still something worth doing.

Titles and meta descriptions

With our plugin, you can specify an SEO title (the ‘headline’ of your search result) and a meta description (a short piece of text underneath your search headline, describing what users can find on your page) for each new page you publish. We’ll let you know if these are too long or if your keyword is missing. If you want to, you can also set defaults for all your pages.

the search appearance section in Yoast SEO showing how an article would look in the SERPs
The search appearance section of Yoast SEO shows how your content will look in the SERPs

You might have seen search results that contain extra parts beyond the usual headline-and-description format before. The example below contains recipes with extra information like reviews, cooking time, ingredients, and images, for instance. And that’s just one example. Extra information can be added for all kinds of results, including products!

A structured data-powered search result in Google for recipes

The way to get results like this is by using Schema structured data. We won’t lie: it’s complex, technical stuff. Luckily for you, you won’t need to know a thing about the tech wizardry behind it. Just having Yoast SEO installed means you’ll automatically have structured data output for your pages. All you need to do is select a few options to make sure it suits your needs.

Manage social outputs

Now, social media isn’t strictly a part of SEO. But when you make great content, you often want to share that content on your social feeds, too. That’s why Yoast SEO also comes with Facebook and X previews that you can adjust to make sure your content is always looking great, whoever is sharing it. You can set a specific title, description and OpenGraph image for each post. Again, if you prefer to set one standard structure for all posts, there’s an option to do that.

Technical SEO for your website

We’ve taken a look at what Yoast SEO can do for your posts and pages. But what can it do for your site overall? If technical SEO isn’t your strong suit, much of the following may not make sense to you. But don’t worry! Yoast SEO exists to make sure you don’t have to know all of these things.

Set up your site for SEO

The plugin settings are very sensible by default, and our first-time configuration also guides you through the steps to get your technical SEO settings right. Behind the scenes, our hidden features will also gear you up with an XML sitemap, a robots.txt file, site-level Schema structured data, and more.

The free version of Yoast SEO automatically generates XML sitemaps for your website, making it easier for search engines like Google to find and index your content. These sitemaps update on their own whenever you add or remove pages, so you don’t have to do any manual work. In addition, Yoast SEO gives you easy access to your site’s robots.txt file. From the plugin, you can view or edit this file to control which parts of your site search engines are allowed to crawl. Both features help search engines discover your content while giving you more control over your site’s visibility.

Thanks to Yoast SEO, you can now quickly and without additional cost add an llms.txt file to your site to guide AI systems toward your most valuable content. This simple text file helps AI tools identify and prioritize key pages efficiently, ensuring they focus on what matters most to your site.

Manage your content

As you write more and more content for your site, you’ll be looking for easy ways to manage it! The Yoast SEO plugin comes with a few features to help you manage your content well and avoid common SEO issues. For instance, when you make changes like deleting a page or changing a URL, if you don’t know what you’re doing, then things can get messy. And if you make a lot of similar pages, that can be a problem too, as Google doesn’t know which one it should direct users towards. To help you deal with SEO issues like these, Yoast SEO comes with two unmissable tools: canonical URL tags and the Redirects tool.

Canonical URLs

Canonical URLs are really helpful if you have a lot of similar content, such as a webshop with multiple variants of the same product, each having its own page. To make life easy for you, Yoast SEO automatically adds canonical tags to all content marked for indexing. All of the canonical tags will be taken care of in the background; in most cases, you won’t need to change a thing. If you do need to adjust your canonical URL tags, it’s easy to do so.

Managing redirects

Redirects are essential if you’re moving or removing content. The fact is, users will probably still find their way to the old URL, but the content they’re expecting won’t be there. That’s not only disappointing and frustrating for users, but it can also make it harder for Google to find and index your content, too. While advanced redirect management is part of Yoast SEO Premium, you can still handle basic changes using WordPress settings or other free plugins.

Managing redirects is easy with Yoast SEO Premium

Build your site structure and internal links

If you want findable content that really ranks, you need to take care of your site structure and internal linking. The Yoast SEO plugin comes with a few tools to help you manage how your content links together: there’s a text link counter, which will tell you how many incoming and outgoing internal links there are on a page, as well as an internal linking suggestions tool in Yoast SEO Premium (in the editor view), which can help you add more if necessary. These features help you build a strong site structure and make sure your important content is easy for visitors and search engines to find.

Even more technical features of Yoast SEO

By simply installing the plugin and following the steps in our configuration workout, you’re already fixing a lot of important technical SEO things for your site! We do these steps for you, so you don’t have to know about every little technical detail.

If you really want to know everything Yoast SEO can do for you, then take a look at the complete list of features. Additionally, if you are (a bit more) familiar with technical SEO, you might enjoy reading more about Yoast SEO’s hidden features that secretly level up your SEO!

Read on: Things we don’t do in Yoast SEO and why »

Learn SEO by doing SEO with Yoast

Still need to learn about SEO? One of the biggest benefits of using the Yoast plugins is that they make it really easy to get started and learn as you go along! We’ll give you pointers to help you get everything right, as well as links to read more about how SEO works and how to do it.

If you want to keep learning about SEO, we also offer free training courses and resources in our Yoast SEO Academy and on our SEO blog. You can start with these basics to understand how SEO works and get more out of your website as you go.

A quick recap

In this article, we’ve shown you what Yoast SEO can do for your site. Our plugin helps you improve your content SEO by helping you set a keyphrase and telling you exactly how you can optimize your content to rank with this keyphrase. The plugin also helps you improve the readability of your content by providing feedback that you can easily incorporate into your own writing style. And last but not least, the Yoast plugin improves your technical SEO by taking care of a lot of technical things in the background.

Everything above is available in Yoast SEO’s free plugin, making it a great starting point for most WordPress users. If you ever want more advanced tools, you can always explore Yoast SEO Premium and its extra features.

Okay, I’m convinced. Show me to that Yoast SEO plugin!

The post What does Yoast SEO do? appeared first on Yoast.

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Broken Link Building Strategies

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Do you ever feel like you’re doing all the right things for SEO, but not seeing the organic traffic you deserve?

There’s a strategy out there you may not have considered. It flies under the radar but can still land you high-authority backlinks without creating brand new content: broken link building.

There are thousands of broken backlinks out there that point to dead pages. It’s wasted link equity waiting for someone to claim it. Why shouldn’t that be you?

In this guide, I’ll show you exactly where and how to find broken links, pitch your content as a replacement, and boost your rankings and domain authority with content you’ve already written or made. It’s a low-effort, high-upside link strategy worth your time.

Key Takeaways

  • Broken link building turns dead links into SEO wins. By replacing broken backlinks with your own content, you help site owners improve user experience while earning high-authority links for yourself.
  • Links go bad all the time. Pages get deleted, site structures change, URLs are mistyped, and entire domains shut down. Each of those creates an opportunity for you to step in with a better resource.
  • The best opportunities come from competitors and resource pages. Tools like Ubersuggest, Ahrefs, Semrush, and Screaming Frog make it easy to spot broken backlinks you can target.
  • Quality matters more than volume. Focus on authoritative, relevant domains and create content that matches or improves on the original resource. That’s what makes webmasters willing to update their links.
  • Outreach is the make-or-break step. Keep your communication short, helpful, and human. Finding the right contact and offering real value is what turns a cold email into a lasting relationship.

What Is Broken Link Building and Why Is It Useful?

Broken link building is finding dead links on other sites and suggesting your content as a replacement. It’s one of the smartest ways to build high-quality backlinks without creating content from scratch. You can reap the benefits by earning a link because you’re helping site owners fix their user experience issues.

Links can go bad for a variety of reasons. Maybe the original page was deleted, or a website changed its site structure. Sometimes, the URL might be wrong, or the domain ceases to exist completely. Whatever the cause, a broken link equals a poor user experience (and lost SEO value).

That’s where you come in.

Fixing these links by offering relevant, helpful content improves the referring site’s authority and boosts your rankings and traffic. It’s a win-win opportunity and a solid addition to any internal linking or domain authority growth strategy.

But how do you find these broken links, anyway? And what should you do to contact site owners about this problem?

How To Find Broken Links

There are two sides to finding a broken backlink opportunity:

  1. Broken links on your site.
  2. Broken links on other sites you can replace.

Before you look elsewhere, it’s worth checking your site for broken inbound or outbound backlinks. Tools like Ubersuggest, Screaming Frog, Ahrefs, and Semrush can scan for 404 errors across your site’s pages. Look for:

  • Inbound links pointed to deleted pages
  • Outbound links that lead to dead URLs
Ubersuggest's site audit feature.

Ubersuggest’s Site Audit feature checks every link on your site. If one shows a 404 error, it will appear in the report.

Fixing existing 404 errors on your site is great, but the real link building begins when you look at other people’s broken backlinks.

Enter a competitor’s URL into tools like Ahrefs’s Site Explorer, filter by “404 not found,” and look at pages with links pointing to them. If you have relevant content (or can quickly create it), pitch it as a replacement.

Ahrefs' Site Explorer

This works especially well on resource pages, like blog posts or directories full of helpful tools, guides, or statistics. If they’re linking to a dead page, it’s a great opportunity to slide in with a recommended replacement. And while not every broken link will be worth your time, high-authority domains or pages with multiple backlinks can lead to serious SEO upside.

Broken Link Building Best Practices

Review Link Prospects

Not every broken link is worth chasing. You want links from high-authority, relevant domains; the kinds of pages that still get traffic and offer clear value to your niche. Before you do anything else, assess the referring page. Does it make sense for your content to be there, and does it align with your expertise? Use tools to get a snapshot of the page’s authority and backlink profile. If the referring domain is weak or spammy, move on.

Understand why the original content earned the link. Maybe it had a compelling statistic or offered a unique resource. Knowing what made it link-worthy helps you create something that meets the same need or improves on it. A good match makes your replacement more natural and incentivizes the site owner to update it.

Wikipedia Dead Link Technique

Wikipedia is a top-ranking site because it’s a great source of info about almost any topic, but it’s a goldmine for broken link building (if you do it ethically, focusing on where you can provide value versus spamming your links). Some pages can suffer from link rot, where pages lose citations because the links are dead. This is your opening, but you have to be careful about how you pitch it.

Articles with dead internal links in Wikipedia.

Use a simple search like site:wikipedia.org [your topic] “dead link” to find relevant articles. Scroll down to references and look for those marked as inactive. Check the original content using the Wayback Machine to see what it covered. If you have something that covers the same topic (although more updated or in-depth), you might try to submit it as a replacement.

A site search on Wikipedia.

Wikipedia links are nofollow, so they can’t pass SEO authority directly. But the value comes from visibility and second-tier links. When other sites reference Wikipedia, they may follow your citation. But don’t just rush in and start dropping links. Credibility is important, and you can build it by making non-promotional edits. Quality counts, and it’s better to play the long game.

Using Guest Content to Replace Broken Links

Sometimes it’s tough to convince site owners to link directly to your site. Guest content can help. Instead of asking them to link to your blog, create an article (a guest post) on a respected third-party site that covers the same topic as the dead resource. Once it’s live, you can suggest that article as the replacement.

Let’s say you find dozens of links pointing to a now-defunct “Beginner’s Guide to Content Marketing.” Instead of pitching your own blog post, you can write a fresh guide for a trusted publisher like Entrepreneur or HubSpot. When you reach out to webmasters still linking to the broken page, you point them to your new article as a reliable alternative. But because it’s already on an existing third-party site, it feels better to them.

This approach works because it’s often less promotional and it gives the site master a credible replacement. At the same time, you benefit from the visibility and authority of the site hosting your guest content.

Using Expired Domains To Find Opportunities

When a site goes offline or a domain expires, links pointing to it don’t disappear. They break. That’s where opportunity lives. Find expired domains in your niche that once hosted valuable content and pitch your own work as a replacement. Use a tool like ExpiredDomains.net to search for specific keywords and filter for those with strong backlink profiles. Analyze which pages had the most links using the tools listed above. If they still exist but point to dead content, you now have a target list.

Information about expired domains.

Reach out to sites still linking and offer your content as a replacement, especially if you have statistics. It’s a great fit when the original resource was widely referenced or lived on a highly trusted site. Just make sure your content delivers comparable or better value, because no one wants to swap in a low-effort piece for something readers once relied on.

Create Replacement Content

Sometimes link opportunities exist, but your content doesn’t. Start by reviewing a broken page using the Wayback Machine. What was the topic, and what made it valuable? Seek signs that it offered original data or research that earned its authority or trust in its time.

Once you know what it delivered, consider how to improve it. Your goal isn’t to copy, but to provide updated details or a more modern take. Even improving the UX can help replace the original.

The best replacement content emphasizes clarity and usefulness, such as comprehensive guides or data-driven posts accompanied by visual resources. Things that help solve problems are great, too. When you’re ready to reach out, you’ll have a pitch-ready link that genuinely benefits the site owner and their audience.

Refining Your Broken Link Building Outreach

Outreach is where most broken link building efforts fall apart. You’ve done the research and found strong opportunities. But if your email reads like spam, you’re done.

Take time to identify the right person to contact. Use LinkedIn, the site’s “About” page, or email tools to find the editor, webmaster, or content manager. Don’t just send it to a generic inbox. Keep your message short and direct. Don’t bury the ask under fluff. Let them know you came across the article, noticed a broken link, and thought your content might be a good replacement.

Tone matters. Avoid sounding like a sales pitch. Be helpful, polite, and clear about what you’re offering. Mention the original content’s value and explain why your piece fits just as well (or better, if applicable).

If you don’t get a reply, wait a few days and send a short follow-up. No pressure, just a reminder. Most importantly, keep things human. The goal isn’t a backlink by itself, but a relationship that can pay off in the long term.

FAQs

How do you do broken link building?

Broken link building starts with finding links that point to dead pages. Once you have a list, you contact the site owners and suggest your content as a replacement. The key is making sure your content matches the intent of the original resource, whether that’s a guide, a statistic, or a tool. Done well, it helps the site fix a bad user experience while earning you a backlink.

How do I find broken links for link building?

Broken link building boosts SEO by fixing broken links, improving The simplest way is to use SEO tools. Platforms like Ubersuggest, Ahrefs, Semrush, or Screaming Frog can scan websites for 404 pages. You can run your own site to identify lost opportunities or analyze competitor domains to uncover broken backlinks that you could replace. Resource pages are another great place to look, since they often include multiple links; over time, some will go bad.

What is broken link building in SEO?

Broken link building is an off-page SEO strategy where you recover or earn backlinks by replacing dead links with your own content. Search engines reward sites that earn quality backlinks, so turning broken links into live ones helps improve authority, trust, and rankings. It’s a win for both sides: the site owner fixes a broken resource, and you gain a link that strengthens your SEO.

Conclusion

Broken link building fixes errors on other sites, but the bigger picture is that it turns missed opportunities into lasting SEO gains, especially in a world of search everywhere optimization. When you find broken backlinks and create or repurpose valuable content to replace them, you can earn links that improve your rankings and credibility.

But the real power is that it scales. When you reclaim lost links on your site or uncover gaps in competitor content, each replacement adds authority to your brand. Combine it with smart digital PR strategies and thoughtful internal linking, and you can see compounding results over time.

Like any SEO strategy, it takes patience. But when done well, broken link building can become one of the most effective (and sustainable) ways to grow your SEO footprint.

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Instacart brings retail media targeting to TikTok Ads Manager

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Instacart today became the first retail media network to integrate directly with TikTok Ads Manager. This will allow CPG advertisers to use Instacart’s first-party retail data to target audiences, measure conversions, and drive shoppable experiences – all without leaving TikTok’s platform.

The integration marks a major step in the convergence of retail media and social commerce. By embedding Instacart’s targeting and closed-loop measurement capabilities into TikTok, brands can connect with high-intent consumers at the exact moment of inspiration and track their impact through purchase.

Why we care. For CPG advertisers, this partnership removes a friction point – tying social engagement directly to grocery purchases. It enables smarter audience targeting, more personalized creative, and real-time performance insights within TikTok’s ecosystem, where over 180 million monthly U.S. users can discover products.

The details. Advertisers can now:

  • Target high-intent shoppers using Instacart audience segments.
  • Power shoppable TikTok ads with grocery selection data from Instacart.
  • Measure campaign performance daily through Instacart’s closed-loop conversion data.

The bottom line. By fusing TikTok’s discovery engine with Instacart’s retail data, advertisers can now bridge the gap between inspiration and purchase – turning TikTok engagement into measurable sales with unprecedented precision.

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