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Why A Mobile Measurement Partner (MMP) Is Crucial In A Privacy-First Mobile Ecosystem 

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The app marketing space is hugely competitive, and at the same time, data privacy has become the defining challenge for marketers. From Apple’s App Tracking Transparency (ATT) to Google’s Privacy Sandbox, user-level tracking is harder than ever. To stay competitive, you need partners that give you visibility while keeping you compliant. Among these, one of your most important allies is your Mobile Measurement Partner (MMP). MMPS play a central role in any app’s marketing strategy, both for user acquisition and retention. 
 

Key Takeaways

  • MMPs unify your data: They consolidate insights across paid, owned, and earned channels in one dashboard. 
  • True performance visibility: Go beyond just installs by tracking cost per impression, click, install, and deeper engagement metrics.
  • Better budget allocation: Identify which channels deliver real value and optimise spend accordingly. 
  • Unlock user insights: In-app event tracking shows not just where users come from, but what they do after downloading. 
  • Essential for privacy-first marketing: MMPs help navigate iOS privacy changes and ensure accurate measurement. 
  • Stay scalable: They simplify your tech stack, replacing multiple SDKs with a single, integrated solution. 
     

What is an MMP?

App marketers typically run user acquisition (UA) campaigns across multiple platforms and channels, including: 

  • Paid – Meta, Google, Snapchat, TikTok, Apple Search Ads, etc. 
  • Owned – Website, blog, email 
  • Earned – App reviews in independent magazines and review sites 
Search Ads on Apple.

Source: Apple Search Ads  
 

All this activity should lead to people downloading and installing your app, all of which is great, but also meaningless if you can’t track which activity generated each download. And in today’s privacy-first ecosystem, that visibility is harder to achieve than ever. With Apple and Google limiting user-level tracking, attribution can feel like a black-box.  

An MMP helps you cut through the complexity by attributing, collecting, and organizing app data in a privacy-first way, delivering a unified view of campaign performance across channels, media sources, and ad networks. It gives you this visibility of which channels are performing, and which aren’t.  

For each channel, it will deliver metrics such as: 

  • Cost per impression 
  • Cost per click 
  • Cost per install 
  • Cost per acquisition 

These insights enable you to optimise your marketing spend towards the best-performing channels so that you can scale up your UA activities most efficiently. This is particularly important when you consider that app user acquisition costs have increased by 60% in the last five years, reaching an average of $29 per user in 2024, according to research from SimplicityDX, reported by Business of Apps. Understanding where your budget delivers the best results is essential for staying competitive.  

But it doesn’t stop at downloads. The data MMPs generate enables you to dig deeper into the value of each install by looking at what happens “down-funnel” by setting up in-app events. 
 

Use In-App Events to Generate Valuable Insights from your MMP 

In-app events allow you to track what users do in the app after installing it. Each event is a key conversion point in the user’s journey through the app. They will differ depending on the type of app, but will typically include things like: 

  • User registration 
  • Newsletter sign up
  • Clicks on a push notification 
  • Makes a purchase  
  • Join your loyalty program 

You can set up the in-app events that are most relevant to your app and most useful in understanding the value of each user. Your MMP then enables you to track these back to where the install came from. This might reveal, for example, that Meta generates twice as many installs as Apple Search Ads, but that the users who install after clicking on an Apple Search Ads spend three times more in the app than those who came in via Meta.  
 

A graphic showing the value of different channels.

Simplified Reporting in one Dashboard

An MMP delivers all these insights in one unified dashboard, across all the platforms you use to find new users. It’s a far easier way to get a consolidated, real-time view of what’s happening. Even if you’re only active in one or two channels, the insights an MMP delivers into things like Customer Lifetime Value, churn, and conversion against the in-app events you set up far exceed what each platform will typically offer in terms of reporting. 

An MMP dashboard.

The Benefits of Using an MMP

In summary, the key benefits of using an MMP are: 

  • Unified reporting across all platforms in one dashboard 
  • Granular insights into cost per impression/click/install, customer lifetime value, churn, conversion in in-app events 
  • Insights that enable you to optimise your marketing spend and better allocate your budget. 
     

Why Skipping an MMP is a Risky Move

Falling Behind in Privacy Compliance 
With iOS privacy updates transforming the landscape, MMPs are critical for adapting to new tracking systems and ensuring accurate data collection. They provide the agility needed to stay ahead in a rapidly changing privacy environment. 

Misleading Performance Data 
Without an MMP, you’re forced to rely on self-attribution from platforms like Google, which often overinflate their numbers. We’ve seen examples of platforms over-reporting key metrics like installs, leading to inaccurate performance insights. This kind of misreporting can lead to budget misallocation and misguided strategy decisions. 

Missing out on Critical Insights 
MMPs allow you to measure and optimise performance beyond just installs, providing a more comprehensive view of user behavior and value. Leveraging MMP data can reveal that a lower CPI doesn’t always translate to higher-quality users. By analyzing the relationship between CPI and downstream metrics like trial start rates, marketers can refine their bidding strategies to drive better results. Without an MMP, such nuanced insights, and the resulting optimizations, wouldn’t have been possible. 
 

Overcomplicating your Tech Stack 
Skipping an MMP requires integrating multiple SDKs, such as Meta, which not only complicates the setup but also raises significant data and privacy concerns. 
 
 

Setting up your MMP for Success: Best Practices 

Most of the main MMP providers will have integrations across your tech stack, but this is a point worth checking with them when you are assessing providers. If the MMP is integrated across your tech stack, it will be easier to set everything up and gain the insights that will feed your app’s success. For example, if you have already set up in-app events in an in-app analytics tool such as Mixpanel, these can be carried across to the MMP platform to avoid duplicating effort. 
 

1. Define the In-App Events to Optimize Towards

The first step to maximizing the investment in your MMP is to define the in-app events you want to track. The chosen events should reflect meaningful interactions that signal user engagement or progression toward higher-value actions. It’s vital to define these events, not only to monitor when and how frequently they occur, but also to optimise your user acquisition campaigns to align with each funnel stage. Once the user completes an event, i.e.., installs or registers, the point of optimization within the campaigns may change to encouraging conversion to purchase, for example. 
 

2. How many In-App Events should I Track?

It’s not possible, or even desirable, to track everything that happens in your app. We normally recommend around 5-10 in-app events. These should be the key points you want users to convert against, and the ones you can optimise your campaigns towards. Events should describe an action a user takes and should be a combination of a verb and noun, for example: 
 

  • Registration Completed 
  • Watched Video 
  • Product Page Viewed 
  • Purchase Completed 
  • Subscription Purchase Completed 
     

Event names should be easy to read and not overly descriptive. Upper/lower casing is supported, and it is recommended that the verb should be in the past tense (see the example below). 

Top Events Charts.

 
Once you have defined the in-app events, create a tracking plan that details the naming convention for each event (e.g. subscription purchase completed); the point where it triggers (once a user selects the ‘confirm payment’ button on the billing page); and any parameters that provide more detail on that event (e.g., ‘monthly’, signaling that it is the monthly subscription they’ve purchased), then pass that onto your developers to in build as part of the SDK setup. Now you’re ready for testing. 
 

3. Test Everything to Ensure Success

Testing is vital to ensure that your app behaves as it should and that the in-app events are triggered correctly. Once the in-app events are set up, set up an app testing account to simulate the potential user journey and ensure the events show within the MMP testing environment. Use this account to complete each in-app event, ensuring that: 

  1. The events are triggered at the appropriate points 
  1. The tracking is functioning properly 
  1. The data returned is accurate and reliable. 
     

How to Choose the Right MMP to Boost your App’s Growth

A graphic showing how to choose the right MMP.

Choosing the right MMP to work with is all about finding one that is best aligned with your needs and expectations. Choosing the best mobile attribution platform is a detailed process, but essentially this breaks down into four key areas: 
 

  1. Cost and scalability – When allocating your budget for an MMP, you need to look at the bigger picture. As you expand your marketing efforts using an MMP, the associated costs are likely to rise, not just from increased spending on channels but also due to the higher volume of reported conversions within the platform. Remember to evaluate these costs and ensure they remain within your budget as your campaigns grow. 
  1. Functionality – Ask yourself, does the MMP do everything you need it to do? For example, does it provide a holistic view across multiple traffic sources and in terms of the granularity of data you require to understand each channel’s performance? Or, can it show you how much it’s costing you to acquire a click and a conversion? 
  1. Support level provided – Are you looking/able to run everything on the MMP platform yourself, or do you need the support of a managed service? Consider the level of support the MMP offers, especially for troubleshooting setup challenges or addressing questions about the data displayed in the platform.   
  1. Tech stack integration – Consider what level of integration the MMP offers with your existing tech stack, including in-app analytics tools, CRM tools, and DMPs (Data Management Platforms), and any other tools that you rely on to market and sustain your app. 
     

Final Word: Making the Smart Choice

Even the best app needs a constant influx of new users to replace those who churn and deeper engagement with loyal users. Your MMP is key to achieving this, offering a unified view of marketing performance across platforms. It reveals how many installs each platform drives, their cost, and long-term value. Without an MMP, you’re marketing blind as ASO’s future rapidly evolves. 

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Google Ads tests new Labs hub for experimental features

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Inside Google Ads’ AI-powered Shopping ecosystem: Performance Max, AI Max and more

Google is piloting a Labs section inside the Google Ads platform, giving advertisers a centralized place to access early-stage experiments and tools.

Why we care. Instead of quietly testing features across scattered accounts, Google appears to be consolidating experiments into a single hub, making it easier for advertisers to discover and try new features before full rollout.

Details.

  • The Labs section shows up at the bottom of the left-hand menu in select accounts.
  • Early tests include features like “missed growth opportunities,” which highlight potential campaign improvements through bid or budget adjustments.
  • Not all advertisers will have access to it.

First seen. The update was first spotted by Vojtěch Audy, PPC specialist at Na volné noze.

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AI Max in action: What early case studies and a new analysis script reveal

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AI Max testing

Google’s AI Max for Search campaigns is changing how we run search ads. 

Launched in private beta as Search Max, the feature began rolling out globally in late May, with full availability expected by early Q3 2025. 

But will AI Max actually drive incremental growth or simply take credit for conversions your existing setup would have captured anyway? 

This article:

  • Breaks down the key metrics to track in AI Max.
  • Shares early results from travel, fashion, and B2B accounts.
  • Includes a Google Ads script to make analysis faster and easier.

Understanding AI Max

Think of AI Max as Google combining the best parts of Dynamic Search Ads and Performance Max into regular search campaigns. 

It does not replace your keywords. Instead, it works alongside them to find more people who want what you’re selling.

AI Max does three main things.

  • Finding new search terms your keywords might miss, using search term matching.
  • Writing new ad headlines and descriptions that match what people are actually searching for.
  • Sending people to the best page on your website instead of just the one you picked.

The real game changer came in July 2025, when Google began showing AI Max as its own match type in reports. 

Before this, figuring out what AI Max was doing felt like looking into a black box. 

Now, we can finally see the data and make smarter decisions.

Evaluating AI Max: Metrics that matter

When you’re looking at AI Max performance, start with the basics. 

Open your search term tab and look for the Search terms and landing pages from AI Max option. 

This lets you see AI Max results separately from your exact match, phrase match, and broad match keywords.

Compare conversion share and budget share

The first thing to check is how many conversions come from AI Max versus your regular keywords. 

If AI Max is bringing in 30% of your conversions but eating up 60% of your budget, you know something needs attention. 

Look at the cost per conversion, too. 

AI Max might cost more at first, but that’s normal while Google learns what works for your business.

Look beyond cost – focus on conversion rates

Don’t just focus on the cost. Pay attention to conversion rates. 

AI Max often finds people who are ready to buy but use different words than you expected. These new search terms can be gold mines if you spot the patterns.

One of AI Max’s biggest benefits is finding search terms you never thought to target. 

Look at your search terms report and filter for AI Max queries. You’ll probably see some surprises.

Let’s say you sell running shoes and target “best running shoes.” AI Max might show your ads for “comfortable jogging sneakers” or “shoes for morning runs.” 

These are people who want the same thing but use different words. The smart move is to add these high-performing terms to your regular keyword lists.

Identify irrelevant traffic 

If you’re getting clicks from people searching for “cheap shoes” when you sell premium products, add “cheap” as a negative keyword. 

AI Max respects negative keywords, so use them to guide the system toward higher-quality queries.

Dig deeper: Google’s AI Max for Search: What 30 days of testing reveal

Tracking the learning process

Every AI system needs time to learn, and AI Max is no different. 

Plan for a learning phase

The first few weeks often look expensive because Google is still figuring out what works. Don’t panic if your costs jump initially.

Track your performance daily during the first month

As AI Max learns your patterns, you should see costs stabilize and conversion rates improve. If things keep getting worse after three weeks, then it’s time to make changes.

Keep an eye on the types of search terms AI Max finds over time

Early on, you might see lots of random queries. As the system learns, the terms should become more relevant to your business goals.

Get the newsletter search marketers rely on.

See terms.

When things go wrong

The biggest mistake people make is changing too much, too fast. 

AI Max needs data to work properly, and constantly adjusting things prevents the system from learning.

That said, some problems need quick fixes. 

  • If AI Max is spending money on completely irrelevant searches, add negative keywords immediately. 
  • If the AI creates ads that violate your brand guidelines, remove those assets right away.

Watch your overall account performance, not just AI Max numbers. 

Sometimes, AI Max might look expensive on its own, but it actually helps your other campaigns perform better by capturing different types of traffic.

Planning for the future

AI Max is still evolving, and Google keeps adding new features. 

To adapt:

  • Build reporting systems that can grow with these changes. 
  • Set up automated reports for the metrics that matter most to your business.
  • Don’t try to control everything. 

The businesses seeing the best results from AI Max are the ones that:

  • Set clear goals.
  • Provide good data.
  • Let the system do its job. 

Your role shifts from managing keywords to managing strategy.

Start testing AI Max on a small scale if you’re nervous about it. For example:

  • Create one campaign with AI Max enabled and compare it to your existing campaigns.
  • Run an AI Max for Search campaign experiment and let Google evaluate if the experiment is statistically valid. 

Once you see how it works for your specific business, you can decide whether to expand.

Case studies: AI Max in action

These are early results from a limited data set and shouldn’t be viewed as statistically significant. 

I’m sharing them to illustrate what I’ve seen so far – but the sample size is small and the timeframe short. Take these numbers with caution.

Case 1: Tourism and travel

This advertiser already had a solid search setup and was seeing good results. 

Growth, however, was difficult because of heavy competition and the fact that strong keywords were already in play within a modern search structure.

Match type Avg. CPC (€) CVR (%)
AI Max €0.11 1.47%
Broad match €0.09 3.79%
Exact match €0.53 9.00%
Exact match (close variant) €0.22 7.11%
Phrase match €0.16 6.25%
Phrase match (close variant) €0.11 3.27%

AI Max generated additional conversions, but relative to the existing setup the impact was limited. 

The conversion rate was much lower than other match types. 

Because the average CPC was low, there was no cost spike, but performance still lagged.

Broad match – also known for surfacing broader, newer queries – had an even lower CPC (€0.09) and a conversion rate more than twice that of AI Max. 

In this account, AI Max’s contribution was minor.

Search term overlap analysis showed AI Max had a 22.5% overlap rate, meaning 77.5% of queries were new to the campaign. 

That’s a fairly good sign in terms of query discovery.

Case 2: Fashion ecommerce

This account focused on women’s clothing and already had a well-optimized campaign. 

The goal was to expand reach during the competitive holiday season, when exact match keywords became increasingly expensive.

Match type Avg. CPC (€) CVR (%)
AI Max €0.08 2.15%
Broad match €0.12 2.89%
Exact match €0.67 8.45%
Exact match (close variant) €0.28 6.78%
Phrase match €0.19 5.92%
Phrase match (close variant) €0.14 4.11%

AI Max performed well here, delivering the lowest CPC at €0.08 and a respectable 2.15% conversion rate. 

Although conversion rates were lower than exact and phrase match, the cheaper clicks kept cost per acquisition competitive. 

AI Max also captured fashion-related long-tail searches and seasonal queries that the existing keyword set had missed.

Notably, AI Max outperformed broad match with both lower costs and better conversion rates. 

This suggests its ability to better understand product context and user intent – especially important in fashion, where search terminology is diverse.

Search term overlap analysis showed only an 18.7% overlap rate, meaning 81.3% of queries were completely new. 

That level of query discovery was valuable for extending reach in a highly competitive market.

Case 3: B2B SaaS

This account promoted project management software and had a mature strategy focused on high-intent keywords. 

Conversion tracking was strong, measuring both MQLs and SQLs. 

The client wanted to test AI Max for additional lead generation opportunities.

Match type Avg. CPC (€) CVR (%)
AI Max €0.89 0.76%
Broad match €0.72 1.23%
Exact match €1.84 4.67%
Exact match (close variant) €1.22 3.91%
Phrase match €1.05 3.44%
Phrase match (close variant) €0.94 2.88%

In this case, AI Max struggled. Despite a reasonable CPC of €0.89, the conversion rate was just 0.76%. 

That pushed CPA well above the client’s target, making AI Max the worst-performing match type in the account. 

It tended to capture too many informational searches from users not yet ready to convert.

Even broad match, typically associated with lower-intent traffic, outperformed AI Max with a 1.23% conversion rate at a lower CPC. 

The complexity of the B2B buying cycle favored exact and phrase match keywords over AI Max’s broader interpretation.

Search term overlap analysis showed a 31.4% overlap rate, leaving 68.6% of queries as new. 

However, these were mostly low-intent informational searches that didn’t align with SQL goals – underscoring the importance of high-quality conversion tracking when evaluating AI Max.

Wider industry sentiment

Advertiser feedback so far mirrors these mixed results. 

In a recent poll by Adriaan Dekker, more than 50% of respondents reported neutral outcomes from AI Max, while 16% saw good results and 28% reported poor performance.

Tips to analyze AI Max search terms

You can analyze AI Max queries in Google Sheets using a few simple formulas. If your search term report has the term in column A and match type in column B:

  • To check whether a search term appears in both AI Max and another match type:

=IF(AND(COUNTIFS($A:$A;A2;$B:$B;"AI Max")>0;COUNTIFS($A:$A;A2;$B:$B;"<>AI Max")>0);"Overlap";"No Overlap")

  • To count how many match types trigger a given term:

=COUNTIFS($A:$A;A2) can be used to count how many match types trigger on that search term.

  • To measure query length with an n-gram analysis:

=(LEN(A1)-LEN(SUBSTITUTE(A1," ","")))+1

These checks show whether AI Max is surfacing unique queries, overlapping with existing match types, or favoring short-tail vs. long-tail terms.

Because AI Max is still in early stages, it’s hard to draw firm conclusions. 

Performance may improve as the system learns from more data, or remain flat if your setup already covers most transactional queries. 

That’s the question advertisers will answer in the coming months as more tests and learnings emerge.

So far, results can be positive, neutral, or negative. 

In my experience, neutral to negative outcomes are more common – especially in accounts with strong existing setups, where AI Max has fewer opportunities to add value.

A Google Ads script to uncover AI Max insights

To make analyzing AI Max performance easier, I created a Google Ads script that automatically pulls data into Google Sheets for deeper analysis. 

It saves hours of manual work and includes the exact formulas mentioned earlier in this article, so you can immediately spot overlap rates and query patterns without manual setup.

The script creates two tabs in your Sheet:

  • AI Max: Performance Max search term data with headlines, landing pages, and performance metrics.
  • Search term analysis: A full comparison of all match types, including AI Max, with automated formulas.

The analysis covers:

  • Overlap detection between AI Max and other match types.
  • Query length analysis (short-tail vs. long-tail).
  • Match type frequency counts to identify competitive terms.
  • Automatic cost conversion from Google’s micro format into readable currency.

How to use it:

  • Create a new Google Sheet and copy the URL.
  • In Google Ads, go to Tools > Scripts.
  • Paste the script code and update the SHEET_URL variable.
  • Run the script to automatically populate your analysis.

With this setup, you can quickly calculate the same metrics I used in the case studies – like the 22.5% overlap rate in the tourism account or the 81.3% new query discovery in fashion. 

The automated workflow makes it easier to see whether AI Max is surfacing genuine new opportunities or simply redistributing existing traffic.

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Google AI Mode gets more visual, including inspirational shopping responses

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Google AI Mode is getting more visual by providing a more graphical response to some of your queries, including your shopping search queries. Google can do this by using its new visual version of the query fan-out technique it has used with AI Overviews and AI Mode.

Google AI Mode, for certain queries, particularly those related to shopping, will respond with images and graphics. These are aimed at sparking inspiration, Robby Stein, VP of Product Management at Google Search, told Search Engine Land.

AI Mode will be able to not just understand your query in a text-based manner, but also understand your query visually and respond with both textual and visual responses. It is a new and updated fluid, ongoing conversation in AI Mode that “sparks inspiration,” Google said.

Visual search fan-out technique. Google’s fan out technique is able breaking down your question into subtopics and issuing a multitude of queries simultaneously on your behalf. Now, Google can also do this visually by looking at the image and text query input for query analysis and various image region analysis, including meta data and context around the image. Then Google AI Mode can render a visual grid of responses to your query.

“This means AI Mode can perform a more comprehensive analysis of an image, recognizing subtle details and secondary objects in addition to the primary subjects – and then runs multiple queries in the background. This helps it understand the full visual context and the nuance of your natural language question to deliver highly relevant visual results,” Google wrote.

AI Mode is more visual. Now when you search for some queries in AI Mode, the responses will be much more graphical and visual, right up front. Yes, AI Mode may have responded with images before, but now the images are higher and more prominent in some of the responses.

Plus, you can conduct follow up questions on the visual responses.

“You’ll see rich visuals that match the vibe you’re looking for, and can follow up in whatever way is most natural for you, like asking for more options with dark tones and bold prints. Each image has a link, so you can click out and learn more when something catches your eye. And because the experience is multimodal, you can also start your search by uploading an image or snapping a photo,” Google added.

Shopping in AI Mode. Lilian Rincon, VP Product Management Google Shopping, told us one of the best places for a visual experience is with shopping in Google Search. A more visual AI Mode helps you shop conversationally with fresh shopping data, can lead to a better shopping experience.

With the addition of Google’s Shopping Graph of 50 billion product listings, where 2 billion products are refreshed daily every hour, the responses are not just inspirational but detailed and helpful.

AI Mode for Shopping can not just give you ideas on what to put in your living room but also help you find the perfect article of clothing, in your color, style and fit.

Here is a video of this in action:

More details. This is launching today in Google AI Mode in the US in English. These are free listings, not shopping ads, and currently have no paid model, including no affiliate model. While Google has ads in AI Overviews, Google is only experimenting with ads in AI Mode, and there are no more details on ads right now for this experience.

Agentic experiences, like helping you buy and find what your looking for, is here for some areas now in Search Labs. But Google said they want the final purchase to happen directly on the retailer’s site.

Why we care. A new, more visual and graphical experience in AI Mode, may be a better search experience for some searchers and for some queries. Google is experimenting with a lot of changes to Google Search and is rapidly trying new interfaces and technologies.

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Pinterest tests Top of Search ads to capture high-intent shoppers

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pinterest logo on a smartphone

Pinterest is rolling out Top of Search ads, a new ad format that places brands directly in the first 10 slots of search results and Related Pins, where nearly half of user clicks occur.

Shopping on Pinterest is inherently visual, and most searches on the platform (96%) are unbranded according to Pinterest. That makes the top of search results a prime spot for discovery – and for brands to reach consumers who are open to new products.

Why we care. Pinterest’s Top of Search ads put your products in front of shoppers at the most valuable moment: when they’re actively browsing but not yet brand-committed. With nearly all searches unbranded, the format offers a powerful way to win new customers and outperform competitors. Early testing shows significant performance lifts, making it a high-return opportunity for brands looking to drive both visibility and conversions.

How it works. Top of Search ads ensure a brand’s products are featured where shopping journeys often begin. The new format also includes a brand-exclusive ad unit that highlights an advertiser’s catalog, giving products prominent placement over competitors.

Early results. According to Pinterest:

  • Top of Search ads have driven a 29% higher average CTR compared to standard campaigns.
  • Top of Search ads are 32% more likely to attract new clickers.
  • Wayfair, an early tester, reported a 237% CTR lift in just two weeks compared to its typical campaigns.

Between the lines. For advertisers, Top of Search ads offer a way to intercept undecided shoppers earlier in their journey, effectively turning Pinterest’s visual-first search into a new performance channel.

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How to Build High Quality Backlinks (2025)

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Wondering why your site’s not ranking or showing up in large language model (LLM) results, even though your content is solid?

The answer might be backlinks. Specifically, the lack of high-quality ones.

Tools like ChatGPT and Google’s AI Overviews are starting to summarize answers without always linking to a source. That means fewer clicks, more brand mentions, and a big shift in how SEOs need to think about authority.

It’s important to remember, though, quality backlinks are still one of the strongest signals of trust and relevance even as search evolves. They play a key role in how Google evaluates which brands earn visibility and can increase the chances of a source being cited or surfaced in AI-generated answers.

If you want to show up in AI Overviews, earn brand mentions, or rank higher in organic search, you need a solid backlink strategy: one that’s built on quality, not shortcuts.

Let’s break down what that looks like in 2025, and exactly how to do it.

Key Takeaways

  • High-quality backlinks still matter, even in an AI-driven search world.
  • One link from a trusted, relevant source beats 100 weak ones.
  • Quantity and quality both have a place in your strategy, but quality should lead.
  • You can earn strong links through content, partnerships, and digital PR.
  • Smart SEO means earning links by adding value, not tricking Google.

Why Building Backlinks Is Important

Backlinks are votes of confidence for your site. Each tells Google, “Hey, this content’s worth checking out!”

Sites with more (and better) backlinks tend to rank higher. In fact, a study from last year noted that over 96% of websites ranking in Google’s top 10 positions had more than 1,000 backlinks from unique domains.

But—and this is a big one—not all backlinks are created equal.

Low-quality links from shady sites can hurt your content more than help. What you want are editorial, relevant, and trusted backlinks that align with your content and brand. These quality links can:

With that in mind, how do you know the difference between a high-quality backlink and a poor one? 

What Makes A Quality Backlink?

High-quality backlinks check three boxes:

  1. Relevance: The linking site is topically related to yours. Backlinks from respected tech blogs to your AI tool are good as gold.
  2. Authority: The linking domain has strong credibility and trust. Think of industry publications, .edu sites, or even top-ranking competitors.
  3. Natural placement: You’ve earned this link editorially. No one paid for it or jammed it into a comment thread.

As Alex Horowitz, Digital PR Specialist at NP Digital, explains: “A good backlink comes from a site with solid domain authority (DA 35+), consistent organic traffic of at least 1,000 visitors a month, and content that’s trustworthy and relevant to the client. A poor backlink opportunity usually is on sites with little to no traffic, low authority, or content that feels spammy or off-topic. If the link won’t add value for readers or align naturally with the brand, it’s likely not worth pursuing.”

There are other bonus factors to consider, too. Keyword-rich anchor text, used sparingly, can help. So does placement high in the page’s content. The signals are even better if the page linking to you has strong traffic or links.

Getting these links takes work, but the payoff lasts for a long time.

The Quality vs Quantity Backlink Debate

How many backlinks do you need?  This is a common question, and the answer is every SEO’s favorite:

“It depends.”

Do you need hundreds of backlinks? Not really.

Would you like to earn hundreds of great backlinks? Absolutely.

Quality and quantity both matter, but quality always wins. Quantity helps build a diverse link profile, especially from mid-tier, niche, or enthusiast sites. Quality delivers the real authority, trust, and rankings boost.

The problem is when people and marketers chase quantity for the sake of it by buying links, trading links, or spamming blog comments. That behavior isn’t just unsustainable, it’s unwelcome. It’ll tank your reputation among those sites you want cachet from and won’t help your rankings long-term.

Tips to Build Quality Backlinks

We know backlinks matter. We know good backlinks matter. How do we get them?

Never fear. These 14 tried-and-true strategies can help you earn high-quality backlinks in 2025 and beyond.

1. Emphasize What Benefits the Site Gets

Asking specific sites to link to you can work, but it requires being strategic. When reaching out, make it about them, not you. Instead of asking, “Can you link to my blog post?” you might try a message like, 

“Your readers might find this guide helpful. It includes a breakdown that expands on your section about [topic].”

Show them the value their audience will get. If it plugs into content already performing well for them, even better.

2. Write Relevant and Competitive Content

People don’t link to average content. They link to the best. That means standing out among the crowded pack. What does that look like?

  • Go deep. Cover the topic more thoroughly than your competitors.
  • Add visuals, statistics, and original research.
  • Include expert quotes or insights.
  • Match search intent. Don’t write a blog post when searchers want a product comparison.

No matter what you create, ensure your content reflects E-E-A-T: experience, expertise, authority, and trustworthiness.

You should be able to find several ways to make your content stand apart from the existing results, whether that’s creating a more in-depth and actionable article or citing research no one else has. 

That’s the exact approach my digital marketing agency used to get 20 top-tier media links like CNBC and Retail Wire for one of our clients in the personal finance industry. 

We created a data-driven asset that resonated with a large audience and was different from anything else out there. This allowed us to pitch to dozens of relevant media outlets that were more than happy to give us a link in return for a good story.

A personal finance case study from NP Digital.

3. Prove Your Site Is Legitimate

Getting links is a lot easier if your website positions you as a professional, trustworthy, and legitimate organization.

There are several elements that signify trust, and I recommend including as many of them as possible:

  • HTTPS certification (as well as other certificates)
  • A branded domain
  • High-quality web design
  • Links to your social profiles
  • Contact information, including the address of your company 
  • E-E-A-T signals like an about page, editorial standards, and author bios.

You can see I’ve got almost all of these elements in place in my website’s footer:

The Neil Patel website footer.

4. Make Your Pitches Short

Want to increase the response rate of your pitches? Practice brevity to make it easy for recipients to understand your pitch. 

Take a look at an example of a pitch:

An example of a backlink pitch.

There are many single lines, and it’s easy to find and click on the links. The email is to the point, and there’s no question what it’s about.

Here’s my advice for making your pitches concise and clear:

  • Keep paragraphs to two sentences or fewer
  • Write no more than five sentences
  • Use bullet points and bold font to make it easy for readers to spot the key points
  • State what you are asking for clearly 

5. Leverage Digital PR

Digital PR (DPR) may initially feel like a focus on building a personal brand, but that’s not the real focus. Instead, consider creating newsworthy stories for journalists, bloggers, and industry outlets to cover and link to.

This matters because PR campaigns can often land backlinks from the highest-authority sites; places like Forbes, TechCrunch, or industry trade publications are significant wins. Those links carry way more weight than dozens of smaller blogs.

Here’s how to use it:

  • Data-driven stories: Package up survey results or industry insights. Journalists love citing fresh numbers.
  • Expert commentary: Offer quick takes on trending news. Tools like HARO or Qwoted connect you with reporters in real time.
  • Unique hooks: Tie your brand to bigger conversations. For example, a fintech startup might publish a “State of Student Debt in 2025” report.

High-quality backlinks come when your story provides genuine value to readers and publishers. A strong DPR campaign earns more than mentions. You get citations that boost rankings.

6. Do an Original Study

Original research is often a backlink magnet. Why? Because everyone needs data to support their content, and they’d rather cite your study than come up with their own.

You don’t need to be a research firm to pull this off, though. Here’s how:

  • Run a survey with your customers or audience.
  • Use public datasets and analyze them in a new way.
  • Combine anonymized data from your own tools (if applicable).

For example, look at my agency’s route when building links for a logistics client. We used multiple, varying datasets to see how different roadside restaurants in America compared to one another for truck drivers and roadtrippers.

The trick is to tell a compelling story with your data, the kind journalists will want to write about. In our case, every driver wants to know the best place to stop, and the geo-specific nature of the report meant local news outlets could report on truck stops in their state. 

As a result, we garnered over 1,400 shares, likes, and comments across social media, a massive amount for such a niche industry. We also won a host of new rankings like “best truck stop food”.

A logistics case study from NP Digital.

7. Create an Infographic or Original Image

Infographics aren’t dead. They’re just evolved. In 2025, they’re bite-sized knowledge hubs that provide real value to readers.

These visuals are often easier to share, embed, and link to than walls of text. A great infographic travels across social media and blogs and can even get picked up by news outlets.

Here’s how to do it right:

  • Use tools like Canva or Venngage to create professional designs.
  • Focus on one core statistic, process, or concept. Don’t cram everything in.
  • Include embed codes so other sites can easily share and link back.

Look at this infographic example from Venngage that talks about the psychological impact of font choices on audiences. It’s a pretty robust dive into the typography of several popular Netflix shows and how title choices can play with mood and genre:

A Netflix infographic on font psychology.

Source: Venngage

8. Write Testimonials for Other Websites

This one’s simple, but it works. Companies love showcasing happy customers. When they feature your testimonial on their site, they usually link back to you. Here’s how to make it happen:

  • Reach out to SaaS tools, agencies, or vendors you use.
  • Offer a detailed testimonial that highlights specific results.
  • Make sure to include your full name, role, and website.

See examples below from MarketHire:

Testimonials from MarketHire.

These links aren’t just filler. They come from trusted, established brands that want to show off real customer success. That credibility makes them high-value backlinks, and all you did was share your experience.

9. Link Externally and Then Reach Out

Linking out to other sites doesn’t mean you’re giving away visibility. The trick is to follow through. Here’s how this works:

  1. Write a blog post and naturally link to a relevant site, tool, or expert.
  2. Reach out to the site or personality and tell them they’ve been included.
  3. Start a conversation. Eventually, they may return the favor with a backlink.

You can strengthen this strategy with your own internal linking. Google sees that your page is well-connected both internally and externally, boosting your crawlability and authority.

This is not an overnight backlink hack. Instead, it’s a trust-building move that snowballs into collaborations, mentions, and citations from quality sites.

10. Comment on Other Relevant Blog and Social Posts

Comments on blogs and social media posts are a great way to build relationships with people in your industry and occasionally snag yourself a backlink.

But before you start passionately commenting on posts and throwing out backlinks everywhere, let me explain something.

You might occasionally have an opportunity to include a backlink in your comment. However, the comment should primarily focus on building a mutual relationship with the author:

  • If you don’t know what to say, make the author’s day.
  • If you want to share a bit more, you can add some meaningful insight into the topic at hand.
  • If you want to craft a comment that merits a response from the author and helps build the relationship, add your own commentary to the discussion.

Here’s an example from Leanne Wong on how a comment can start a conversation that might lead to a backlink:

A comment conversation from Leanne Wong that could lead to a backlink.

Source: Leanne Wong

Whatever you do, add value with your comment. The more value you can add, the stronger your relationship will become— and that’s a recipe for a future backlink if ever I saw one.

11. Align Social Signals

If you’re serious about building out your link building strategy and rising through the ranks, then aligning social signals is a must.

Social signals communicate to search engines how active and updated your website is. The more active your website, the better your rankings. You’ll notice I link to all of my social profiles in the footer of this website and keep them all updated:

Neil Patel's social symbols in the footer.

You may not have the time to leverage every single social platform. In that case, choose one or two that you can keep up with, and post at least once a day on the platforms you’ve chosen.

Neil Patel's Instagram page.

Check that all of the information on your social profiles matches the information on your website. The company name, address, and phone number need to be aligned to communicate to search engines that your website is up to date.

This is a simple but effective way to build your rankings with very little extra work.

12. Find What’s Newsworthy

Timing is everything. If you can tie your content to breaking stories or trends, you can increase your odds of earning backlinks from journalists and bloggers covering it. Seek out opportunities in the following spots:

Picture this: Google rolls out a major algorithm update, and an SEO agency could publish a quick analysis within 24 hours. Journalists writing about the update may cite that content, earning authoritative backlinks.

Prefer a real life example?

My agency used this tactic to get backlinks from sites like The New York Times and The Atlantic for our client in the entertainment industry. Competitor research told us that a rival website had a lot of high authority backlinks to a page where fans could watch a trending television show from our client. But the link sent users to a broken page. 

An entertainment case study from NP Digital.

Our strategy was simple. We contacted every linking publisher and asked them to swap the broken link for our client’s, letting fans actually watch the show.

13. Find Brand Mentions

People may already be talking about your brand but not linking to it. That’s low-hanging fruit.

Use tools like Mention, BuzzSumo, or Ahrefs Alerts to track unlinked mentions. Then reach out:

“Hey [Name], thanks for mentioning us in your piece on [Topic]. Would you mind adding a link so readers can easily find the resource?”

These links are easy wins. The writer already trusts you enough to mention your brand—now you’re just helping readers (and your SEO) with a clickable source.

14. Look At Competitor Backlink Profiles

Your competitors’ backlinks are a roadmap for your strategy. If it’s working for them, it could work for you. But how do you start and what should you look for?

  • Use Ubersuggest, Ahrefs, or Semrush to pull competitor backlink reports.
  • Examine their homepage links, most-linked blogs, and referral domains.
  • Identify patterns: Are they earning links from industry directories? Guest posts? Data-driven reports?

Once you know what they’re doing, ask the big question:

Can I create something better?

If your competitor earned a link for “2024 Social media Trends,” why not publish a deeper “2025 Social media Playbook?” Provide more value. Pitch it to the same sites.

Competitor backlinks are more than insights. Use them as valuable opportunities for growth and wins.

Writing the Pitch to Get Your Backlink

Your content or idea may be strong, but the pitch determines whether you actually earn that backlink.

Today’s editors, journalists, and site owners are bombarded with outreach. Generic templates don’t cut it. A valuable pitch is:

  • Short and personal: Under 100 words, customized for the recipient.
  • Value-driven: Show how your resource improves their article or helps their readers.
  • Clear: Include the exact link and context—don’t make them dig.
  • Credible: Reference your expertise, unique data, or why you’re a trusted source.
  • Timely: Tie your pitch to something current—like a trending topic or recent update.

Here’s an example of a pitch that works in 2025:

Hi [Name], I really enjoyed your recent piece on [Topic]. I noticed you mentioned [related stat], and we just released a new study with fresh data on this in 2025. I thought it might add value for your readers. Here’s the link: [URL]. Would you consider including it?

This kind of outreach blends relevance, authority, and timeliness: the same qualities that make backlinks valuable in the first place.

FAQs

How to get quality backlinks?

Use digital PR, original studies, expert content, and smart outreach strategies. Focus on building real relationships and offering value, not tricks.

How many high quality backlinks do I need?

For those in competitive spaces like finance or software, more high-quality backlinks will help you stand out. But it’s not just about the overall total. A good benchmark for many key pages is 20-30 strong backlinks. This number can make a real difference. Even five to 10 backlinks from top-tier domains can beat out hundreds from low-authority sources.

What is a high quality backlink?

It’s a link from a trusted, authoritative site relevant to your content and placed editorially.

How can I leverage social media to build backlinks?

Promote your content, join conversations, and tag influencers. When people see and share your content, backlinks tend to follow.

Is it okay to pay for backlinks?

Technically, it’s against Google’s guidelines. Tread carefully and focus on sponsored content, not spammy link buys.

How do I approach website owners to request backlinks ethically?

Be personal, brief, and helpful. Show them why linking to your resource benefits their readers.

How can I identify websites that are relevant and authoritative for link building?

Look for sites in your niche with real traffic, strong content, and domain authority (DA). Tools like Ubersuggest or Ahrefs help.

Conclusion on How to Get Backlinks

If you focus on creating content worth linking to and getting it in front of the right people, you’ll earn links that matter. These links improve rankings, boost traffic, and build long-term authority.

Want help building your backlink strategy? Check out how NP Digital can support your SEO goals. And if you’re new to this, view your backlinks today with our free backlink checker.

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TikTok launches Travel Ads to capture trip planning moments

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TikTok (Credit: Shutterstock)

TikTok is introducing a new ad solution, Travel Ads powered by Smart+, designed to help brands connect with travelers during the discovery and booking phases.

Why now. Travel is one of TikTok’s fastest-growing verticals. According to internal TikTok data:

  • 66% of users say the app is their most helpful source of travel inspiration.
  • Users are 2.6x more likely to book after searching on TikTok.

How it works. Travel Ads leverage TikTok’s travel intent model and catalog integration to automatically serve personalized creatives at scale. Smart+ AI powers campaign setup, creative generation, and delivery optimization, aiming to convert discovery into bookings seamlessly.

Why we care. TikTok Travel Ads put hotels, flights, and destinations in front of a massive audience already using the app for trip planning, with two-thirds calling it their top source of travel inspiration. Smart+ AI tools then streamline setup and optimization, helping brands scale personalized ads that influence bookings at the earliest, most impactful stage.

The details:

  • Ads can showcase hotels, flights, and destinations using dynamic, visually rich formats.
  • Advertisers can choose among:
    • Single video ads: A hero video paired with personalized travel cards (hotel name, flight route, price).
    • Catalog video ads: Auto-built from product catalogs with tailored calls to action.
    • Catalog carousel ads: Scrollable, interactive ads pulling directly from catalog images.

What they’re saying. David Hoctor, TikTok’s head of US verticals for travel and gaming, said:

  • “Travel on TikTok goes beyond the For You feed, unlocking real-life travel experiences. Every swipe can be a step toward conversion.”

Between the lines. By integrating catalog feeds with intent signals, TikTok is pitching Travel Ads as a direct competitor to Google and Meta in the lucrative travel advertising market, where inspiration and conversion increasingly overlap.

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‘Mistakes make you stronger’: PPC lessons from Inderpaul Rai

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In episode 325 of PPC Live The Podcast, I sat down with Inderpaul “Indi” Rai, group account director at WeDiscover, to explore the lessons learned from mistakes, team dynamics, and the evolving role of automation and AI in paid search.

Indi, a veteran with over a decade of experience in AdTech, MarTech, SEO, analytics, and multilingual paid search, shared candid insights on how errors can shape careers and client relationships.

Embracing mistakes to grow

Indi opened up about one of the most significant mistakes in his career: an automated budget feature in Search Ads 360 went unchecked during his holiday, resulting in the U.S. account overspending by a substantial amount.

Despite the magnitude of the error, the client’s response was surprisingly supportive – they recognized it as an honest mistake and collaborated to mitigate the impact.

Key takeaway. Mistakes are inevitable, but transparency, a calm response, and collaborative problem-solving can turn potential disasters into learning opportunities. Indi emphasizes that experiencing and managing errors is essential for personal and professional growth.

The importance of team communication and handover

Indi reflected on how the overspend could have been avoided with better team preparation:

  • Ensuring critical information isn’t solely in the manager’s head.
  • Documenting handovers thoroughly and leaving room for junior team members to step in effectively.
  • Establishing multiple layers of oversight to prevent single points of failure.

He stressed that team members should feel empowered to act and communicate when issues arise, even if the manager is unavailable. In his experience, the junior team caught the overspend themselves and waited for Indi’s return rather than panicking – a testament to clear communication and a supportive team culture.

Lesson for managers: Maintain composure during crises, focus on solutions over blame, and ensure your team knows their role in resolving issues.

Automation and AI: Tools, not crutches

The discussion turned to automation and AI, where Indi shared practical advice:

  • Treat AI as an assistant, not a replacement. Blind reliance on AI can lead to errors, especially if users don’t understand the subject matter.
  • Always validate outputs and run rigorous testing before implementing AI-driven changes. He cited an example from his past work rewriting product descriptions: AI produced repetitive, generic content that wasn’t an improvement over the original, highlighting the need for careful oversight.
  • Automation can enhance efficiency but requires clear rules, regular checks, and accountability to prevent mistakes like unmonitored budget overspend.

Insight. Automation amplifies efficiency but cannot replace thoughtful human oversight and strategic decision-making.

Client relationships matter

A recurring theme in Indi’s story was the importance of cultivating strong client relationships. The supportive response of a previously “difficult” client revealed that mutual respect, trust, and proven value can turn challenging situations into opportunities for stronger partnerships.

Lessons in leadership and mindset

Indi also shared broader reflections applicable beyond PPC:

  • Resilience matters: he likened his career journey to Rocky, emphasizing that success isn’t about avoiding hits but about how you respond and keep moving forward.
  • Learning through experience: setbacks are essential; they teach you to handle pressure, improve processes, and grow professionally.
  • Balanced guidance: leaders should manage crises calmly, focus on facts, and support their teams without panicking.

From mistakes to momentum

The conversation underscores that mistakes are not the end – they are a catalyst for learning, collaboration, and improvement.

From automation missteps to client communication, Indi’s insights provide a roadmap for PPC professionals aiming to thrive in a fast-evolving industry.

Whether refining handovers, managing automation, or responsibly leveraging AI, the core lesson remains the same: anticipate errors, respond calmly, communicate clearly, and use each experience to build stronger teams and smarter processes.

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Go beyond CTR with 6 AI-powered SEO discoverability metrics

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Thanks to AI-generated answers, CTRs are failing fast, and even page-one rankings no longer guarantee clicks. Google’s top organic results saw a 32% CTR drop after AI Overviews launched, plummeting from 28% to 19%. Position #2 fared even worse, with a 39% decline. Meanwhile, 60% of searches in 2024 ended without clicks; also, the projections show zero-click searches could surpass 70% by 2025. What does this mean for measuring success?

Table of contents

Key takeaways

  • AI-generated answers are drastically reducing CTRs, with top rankings seeing significant declines in clicks.
  • Traditional SEO metrics are no longer sufficient; marketers should adopt AI-powered SEO metrics to measure influence and visibility.
  • Six new metrics, including AI brand mention rate and semantic relevance score, provide insights into AI-driven search success.
  • Businesses must optimize for Generative Engine Optimization (GEO) by ensuring content clarity and authority for AI responses.
  • Tracking AI visibility and implementing structured data are essential for maintaining brand relevance in an AI-first search landscape.

The era of measuring SEO success purely through traffic metrics is coming to a standstill. AI systems like ChatGPT, Perplexity, and Google’s AI Overviews and AI Mode deliver instant answers; therefore, brand visibility increasingly happens without clicks. Marketers will turn to AI-enabled discoverability metrics that capture actual influence. 

This guide explains why it’s important to go beyond CTR. It reveals six AI metrics that predict success in AI-driven search, plus strategies to measure and optimize your visibility when clicks disappear. 

How does this disrupt traditional SEO? 

Google’s AI Overviews (and similar features on Bing, etc.) generate a concise, multi-sentence answer at the top of the results page. These summaries cite source links, pulling content from high-ranking pages and knowledge panels. To the user, this is convenient: you get an instant answer without scrolling.  

For marketers, however, it means the user’s query can be resolved on-page. From the publisher’s standpoint, these overviews satisfy search intent without generating a click, effectively extending the trend of zero-click searches. In other words, the page may be used (quoted in the answer) but not clicked.  

AI Overviews significantly accelerate zero-click behavior. A finding suggests that zero-click searches jumped from ~24% to 27% year-on-year in early 2025. A Bain survey reports that about 60% of searches end without users clicking through to another site. 

In practice, organic listing CTRs are under siege. Top-ranked pages are losing share because AI answers capture attention. We see that Google’s new summarization features are faster and more convenient, which might mean that these become the default way people search, shifting discovery away from traditional blue links. 

Evidence of a drastic CTA decline

Multiple independent studies show massive CTR drops wherever AI summaries appear. Recent industry data paints a stark picture of CTR decline across prominent search positions:   

Position  2024 CTR  2025 CTR  Decline 
1  28.0%  19.0%  -32% 
2  20.8%  12.6%  -39% 
3-5 Average  15.2%  12.5%  -18% 

This data, compiled from over 200,000 keywords across 30+ websites, coincides directly with Google’s aggressive AI Overview expansion. From just 10,000 triggering keywords in August 2024, AI Overviews now appear for over 172,000 queries by May 2025. In practical terms, a top-ranking page that used to draw nearly three out of 100 searchers now gets under one.

Paid search is hit, too. In one study, paid CTR roughly halved in queries with AI Overviews: dropping from 21.27% without an AIO to 9.87%. In other words, even ads share the fate of organic results, AI answers grab a lot of the click-through “real estate.”  

These shifts mean many queries that once sent healthy website traffic now keep users on the SERP. In short, AI Overviews are dragging down CTRs significantly across positions and query types. 

AI Overviews are the zero-click accelerator 

Google’s AI Overviews represent more than a UI change because they reshape user search behavior. When AI Overviews appear:  

  • Organic CTR drops 70% (from 2.94% in the previous year to 0.84% in 2025)  
  • Paid CTR falls 54% (from 21.27% to 9.87%)  
  • Featured content gets answered directly without requiring website visits  

Major publishers report even more dramatic impacts. MailOnline found that CTRs plummeted to under 5% on desktop and 7% on mobile when AI Overviews were present, a blow to traffic-dependent business models.  

These drops aren’t limited to one sector. Industries heavily reliant on informational queries (health, science, how-to guides, etc.) report the biggest hit. For instance, Semrush notes that sites in health and science categories see the most AI Overview inclusion and significant organic traffic losses.  

AI Overviews primarily trigger informational and long-tail queries (definitions, tutorials, general knowledge), precisely the traffic that blogs, knowledge bases, and affiliate sites depend on.  

The evidence is clear. Zero-click search is rapidly rising, and organic CTRs are falling wherever AI-powered answers are available. 

What CTRs miss in the AI search era? 

Traditional CTR metrics miss a big part of the picture: invisible brand exposure. Your brand may be mentioned in AI responses without generating a single click, highlighted in knowledge panels without direct attribution, or recommended through voice search on smart devices. Even AI-generated summaries from platforms like ChatGPT, Claude, Perplexity, and Gemini draw on your content. These shape user perception without leaving a measurable trail. 

The false correlation problem  

High CTR no longer equals high visibility in AI systems. Consider this example:  

  • Brand A ranks #1 organically, receives 500 monthly clicks  
  • Brand B gets cited in 50 AI Overview responses, receives 50 clicks  
  • Traditional metrics favor Brand A, but Brand B influences thousands more users through AI  

This disconnect means businesses optimizing solely for CTR may miss massive audience reach in AI environments.  

These numbers confirm the trend. A large (and growing) chunk of search queries never leads to an external click, instead being resolved by AI/Google. This doesn’t mean all organic traffic is lost; many queries (mainly transactional, local, or brand-specific) still send clicks, but the landscape is clearly shifting toward answering directly. 

Six AI LLM optimization metrics

With traditional click metrics weakening, SEO must evolve. CTRs and ranks still matter, but they’re incomplete indicators now. We must measure how content performs within AI-generated answers, even when no one clicks. As Cyberclick observed, your content might be “cited, referenced, or sourced by AI systems”, which they call zero-click visibility, yet none of that shows up in Google Search Console or analytics. In other words, your page could be the knowledge behind an answer, building authority, without any direct traffic trace.  

To account for this, experts recommend new AI metrics: 

1. AI brand mention rate 

Definition: Frequency of brand appearances in AI-generated responses across major platforms (ChatGPT, Claude, Perplexity, Google AI Overviews).

This metric is critical because it has the strongest correlation with AI Overview visibility. The top 25% of brands receive over 169 monthly AI mentions, compared to just 14 for the next tier. Meanwhile, 26% of brands have zero AI mentions at all, revealing massive gaps and untapped opportunities in brand visibility. 

How to measure:

  • Manual query testing across LLM platforms using brand-related searches  
  • Custom monitoring scripts to track brand mentions in AI responses  
  • Competitive benchmarking against industry leaders  

Optimization tactics:  

  • Create quotable, cite-worthy statistics and insights that AI systems prefer  
  • Build topical authority through comprehensive content coverage  
  • Increase web mentions across trusted, high-authority sources  
  • Develop thought leadership content that positions your brand as an expert source  

Pro tip: Yoast AI Brand Insights can help track and optimize your brand’s visibility across AI platforms, giving you actionable data to improve mention frequency and context. 

2. Semantic relevance score 

Definition: Measurement of content alignment with search intent through vector embeddings rather than keyword matching  

This metric is critical because AI systems rely on semantic similarity rather than exact keyword matches when selecting content. It predicts the likelihood of being included in AI-generated answers across different platforms and measures how accurately content aligns with queries beyond surface-level optimization. 

How to measure:  

  • OpenAI Embedding API for content-query similarity scoring  
  • Go Fish Digital’s Embedding Relevance Score tool for automated analysis  
  • A/B testing content variations to identify the highest-scoring approaches  
  • Topic clustering analysis to understand semantic relationships  

Optimization tactics:  

  • Focus on comprehensive topic coverage rather than keyword density  
  • Use entity-based content strategies that connect related concepts  
  • Optimize for question-answer formats that AI systems prefer  
  • Create contextually rich content that covers user intent fully  

Advanced strategy: Implement structured content hierarchies using clear H2/H3 sections that mirror how AI systems process information for responses. 

3. Structured data implementation score 

Definition: Percentage of pages with proper schema markup and AI-readable formatting  

This is critical because AI systems strongly favor structured, machine-readable data over plain text. Schema markup improves AI comprehension, boosts the chances of being cited, and enables rich snippet appearances that reinforce visibility alongside AI Overviews. 

How to measure:  

  • Schema markup validation tools to audit implementation coverage  
  • Percentage of key pages with relevant structured data types  
  • Rich snippet appearance tracking across target queries  
  • Technical SEO audits focusing on markup completeness  

Optimization tactics:  

  • Implement FAQ and HowTo schemas for informational content  
  • Use comprehensive schema types (Organization, Product, Service, Review)  
  • Create clean, markdown-friendly content formats that AI can easily parse  
  • Optimize internal linking structure to support entity relationships  

Note: Yoast SEO Premium includes advanced schema implementation features that can automate much of this optimization process.  

4. Citation quality index 

Definition: Quality weighting of attributed mentions and source links in AI responses  

This index is critical because it fuels both traffic and trust within AI recommendation systems. Quality citations strengthen brand authority in LLM training, while linked references deliver three times more value than unlinked mentions. 

How to measure:

  • Track citations with proper source attribution across AI platforms  
  • Monitor the authority scores of sites that cite your content  
  • Measure click-through rates from AI citations when available  
  • Assess citation context quality (positive, neutral, negative sentiment)  

Optimization tactics:  

  • Create authoritative, research-backed content that merits citation  
  • Build relationships with industry publications and thought leaders  
  • Optimize content for “cite sources” inclusion with clear attribution  
  • Develop proprietary data and insights that become go-to industry references  

Advanced tracking: Use tools like Brand24 or Mention.com to monitor unlinked brand citations that may influence AI training without generating trackable links.  

5. Query match coverage 

Definition: Breadth of related queries where your content appears in AI responses  

Query match coverage is essential because AI systems favor comprehensive topical coverage over a narrow focus. And broader query coverage indicates higher entity authority. It also predicts inclusion across multiple AI response types and platforms  

How to measure:  

  • Topic clustering analysis to map query coverage  
  • Competitive content gap analysis to identify opportunities  
  • Query coverage mapping across your content portfolio  
  • AI response monitoring for related search terms  

Optimization tactics:  

  • Create pillar or cornerstone content with comprehensive topic coverage  
  • Answer related questions thoroughly within single content pieces  
  • Build content clusters around core topics using internal linking  
  • Develop FAQ sections that address query variations  

Content strategy: Use tools like Yoast’s content optimization features to ensure your content covers topics comprehensively for AI visibility.  

6. AI positioning score  

Definition: Average placement position of your brand/content within AI-generated responses  

AI positioning score matters because earlier placement in AI responses gets far more attention. First-position mentions see up to three times higher engagement, and strong positioning directly boosts perceived brand authority. 

How to measure:  

  • Track the mention position across AI responses manually  
  • Calculate the average placement across multiple queries over time  
  • Monitor position trends to identify optimization success  
  • Benchmark positioning against direct competitors  

Optimization tactics:

  • Optimize content for primary source citation by AI systems  
  • Build first-party research and proprietary data that AI prefers  
  • Create definitive resources that become category authorities  
  • Focus on expertise signals (author credentials, source authors) 

Why CTR still matters (and how to optimize it) 

Even as AI visibility metrics rise in importance, CTR still plays a crucial role. Clicks directly drive conversions and sales, making them essential for revenue. A strong CTR also signals clear content-query alignment, which boosts overall visibility. Over time, pages with consistently higher CTR often gain better placement in AI-generated citations, which creates an advantage. 

CTR optimization in the AI era

Write for click-desire, not just keywords

Today, writing for click desire is more important than ever. Instead of focusing only on keywords, craft curiosity-driven headlines that promise insights users won’t find in AI summaries. Pair these with benefit-focused meta descriptions that highlight exclusive value, and tease proprietary data or tools that can only be accessed on your site. 

Enhanced SERP presentation

Equally important is how your content presents itself in the SERPs. Comprehensive schema markup can unlock rich snippets, while optimized title tags and emotionally engaging meta descriptions help your results stand out. Structured snippets are also powerful for showcasing your unique selling propositions directly on the results page. 

Mobile optimization

Finally, mobile optimization ensures that once users click, they stay engaged. Fast page load speeds provide immediate satisfaction, while scannable content structures make information easy to digest on smaller screens. Queries here often carry higher intent, making them a valuable source of qualified clicks.

Curious to know how AI sees your brand?

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The bigger picture: Generative SEO (GEO/AEO) 

Traditional SEO is shifting fast. With AI-driven search platforms like Google’s AI Overviews, ChatGPT, and Perplexity shaping results, businesses now need to optimize for Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO). 

In simple terms: Instead of fighting for clicks on SERPs, the new goal is to have your content chosen as trusted source material in AI-generated answers. 

What GEO/AEO means for your content 

AI-powered search engines “read” and select content differently from Google’s classic algorithm. They prioritize: 

  • Clarity & structure → short, factual sentences 
  • Explicit answers → direct responses to common queries 
  • Scannable formats → helpful headings, bullet lists, and one idea per paragraph 
  • E-E-A-T compliance → expertise, authoritativeness, trustworthiness 
  • Credible sources → supported by citations 

How Yoast helps you optimize for GEO 

The Yoast SEO plugin includes features designed for this new search reality: 

  • llms.txt generation → creates a “map” for AI assistants, highlighting your key content in plain text 
  • Readability checks → sentence length and reading ease tools help you write concise, AI-friendly content 
  • Green lights, simplified → signals that your content is structured for both humans and AI systems 

Want more? Learn how to optimize content for LLMs, and read all about our new llms.txt SEO feature. 

The role of branding in GEO 

Here’s what many miss: AI Overviews strip away logos, design, and slogans. All that remains is text. That means your brand identity must live in your words. 

To stand out in AI-generated answers: 

  • Use brand-specific language and stories 
  • Strengthen authority with schema markup and citations 
  • Make sure your brand’s voice and expertise come through clearly 

This is where AI Brand Insights comes in. This feature will: 

  1. Track how AI assistants mention your brand. 
  2. Show how your business is represented in AI-generated answers. 
  3. Help refine your brand narrative in the age of AI search. 

In short: GEO isn’t about SERP position alone; it’s about what AI “knows” and shows about your brand. 

See how visible your brand is in AI search

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Essential takeaways 

  1. CTRs remain essential but insufficient for measuring true search success 
  2. AI brand mentions and citation quality predict long-term visibility better than traditional rankings
  3. Structured data and semantic optimization determine inclusion in the AI-generated responses
  4. Multi-platform visibility tracking is essential as search behavior fragments across AI tools

Ready to optimize visibility in AI search? 

The transformation to AI-powered search is already here. Early adopters who implement comprehensive AI visibility measurement today will establish competitive advantages that build over time.  

Start tracking your AI mentions immediately using the frameworks outlined above. Audit your content for AI-friendliness and implement structured data optimization. Most importantly, build authority through comprehensive topic coverage and citation-worthy insights that position your brand as an industry authority across traditional search and AI platforms.  

The brands that thrive in the next decade will not be those with the highest CTRs; they will be the ones that understand how to build influence and visibility in an AI-first search world.  

Join the waitlist for AI Brand Insights and be among the first to shape how AI sees your brand. 

The post Go beyond CTR with 6 AI-powered SEO discoverability metrics appeared first on Yoast.

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September 2025 Digital Marketing Roundup: What Changed and What You Should Do About It

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September marked seismic shifts for digital marketers. Google launched user-controlled preferred sources. TikTok’s search ads started delivering 2x purchase lift. AI tools cited Reddit more than Wikipedia. Meta rolled out culture-first targeting that actually works.

These aren’t incremental tweaks but major changes with how visibility works across every platform that matters.

Key Takeaways

  • Google’s “Preferred Sources” changes mean visibility now depends on user opt-in, not just algorithmic SEO.
  • Community platforms like Reddit are leading the way in LLM citations, AI trusts people more than publishers.
  • TikTok is officially a bottom-funnel platform. Search ads are driving 2x purchase lift.
  • Influencer marketing is evolving, from content partners to product creators and campaign co-leads.
  • LinkedIn is now delivering measurable B2B ROI and rewarding volume with visibility.
  • Generative SEO requires structured, comprehensive content and strong off-site signals to earn citations.

Google Gives Users More Control—And Publishers More Uncertainty

Google’s new “Preferred Sources” feature lets users choose which publishers they want to see in their Top Stories feed. Right now it’s only live in the U.S. and India, but the ripple effect could be global.

Google's new Preferred Sources function.

Why it matters: Google just changed the rules. Algorithm optimization isn’t enough anymore, users decide who gets seen. Publishers banking on SEO alone will lose traffic to brands that earn the opt-in.

What to do:

  • Add a “Make us your preferred source on Google” CTA to blogs, email footers, and resource pages.
  • Incentivize returning users through newsletters or community content.
  • Don’t assume visibility is earned by merit alone anymore. Earn the opt-in.

Google’s Spam Update Tightens the Screws

The August 2025 spam update started rolling out late in the month, and it’s still shaking things up. Cloaked content, hacked sites, thin AI pages, Google’s targeting them all.

Why it matters: Google’s first spam update in eight months targeted the obvious stuff, which isn’t a surprise. But I’m seeing legitimate sites get hit for “over-optimization.” Google’s tolerance for search-first content is shrinking fast.

What to do:

  • Audit your thin content and internal links for anything that feels “search-first.”
  • Replace AI filler with genuine perspective or proprietary data.
  • Watch for ranking drops that point to a need for quality upgrades, not technical fixes.

Instagram’s iPad App Goes Full Reels Mode

Instagram rolled out a native iPad app, but the real headline? It launches straight into Reels.

Instagram's native IPad App

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Why it matters: Meta isn’t hiding its priorities. This signals a possible shift to Reels-first UX across all devices. If it performs well on tablet, expect mobile and desktop to follow. Short-form video is becoming Instagram’s front door.

What to do:

  • Monitor Reels metrics for signs of boosted distribution.
  • Prioritize thumb-stopping video formats with strong hooks.
  • Keep visuals mobile-first, but prep higher-res assets for larger screens.

Focus Friend Hits #1—Influencer-Built, Not Just Backed

Hank Green’s Focus Friend, an ADHD productivity app, soared to #1 on the App Store—outranking ChatGPT, Threads, and Google itself.

Hank Green and the Focus Friend app.

Source

Why it matters: This goes beyond just influencer reach. It’s a blueprint for product-led storytelling. When creators build tools rooted in their audience’s needs, they win big.

What to do:

  • Co-create with creators early, ideally pre-launch.
  • Think of influencers as collaborators, not just promoters.
  • Build products with shareability and emotional design.

Meta Leans Into Culture-Led Ad Targeting

Meta is expanding Reels trending ads, rolling out new Threads formats, and extending value-based bidding rules to brand campaigns.

Why it matters: Meta’s new targeting focuses on trending topics and cultural moments, not just age and location data.

What to do:

  • Build creative that aligns with trending topics or cultural moments.
  • Use value rules to allocate budget based on predicted conversion quality.
  • Test Threads ad formats before competition drives up CPMs.

Reddit is AI’s Most Cited Source

SEMrush analyzed 150,000 AI-generated responses and found Reddit is cited more than Wikipedia, YouTube, and traditional websites combined.

A SEMRush graphic showing the overlap between AI Citations and Top 10 Google Search Rankins.

Source

Why it matters: Generative AI tools trust communities over content farms. If you’re ignoring Reddit, you’re invisible to AI discovery tools.

What to do:

  • Audit where your brand shows up in Reddit conversations.
  • Engage authentically in niche threads—don’t spam.
  • Use Reddit as a visibility play for both SEO and LLM inclusion.

Top Strategies for LLM Visibility: Structure, Schema, Mentions

Organic Labs analyzed over 10,000 LLM responses to crack the code on AI citations. The winning formula: clear content structure (FAQs, bullets), schema markup, and consistent brand mentions across the web.

A chart from Organic labs analyzing weightage of LLM optimzation strategies.

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Why it matters: This moves generative SEO (GEO) out of theory and into actionable strategy. We have data-backed tactics now that marketers can start putting into action. 

What to do:

  • Add FAQs, bullets, and concise summaries to long-form content.
  • Use schema to identify key entities and page context.
  • Build brand mentions through digital PR, digital citations, and guest content.

TikTok Search Ads Deliver 2x Purchase Lift

TikTok isn’t just an awareness tool anymore. Their Search Ads are now driving 2.2x lift in purchases for enterprise advertisers, with 86% of Gen Z searching on the platform weekly.

Why it matters: Search volume is up 40% year-over-year. TikTok has become a discovery engine where intent meets inspiration—users search out of curiosity and convert through creativity.

What to do:

  • Test TikTok Search Ads alongside your in-feed campaigns
  • Target curiosity-driven keywords, not just branded terms
  • Create discovery-moment content that answers “how” and “why” questions

Influencers Join Super Bowl Creative Teams

Brands are integrating creators into Super Bowl 2026 campaigns, not just for amplification, but for strategy, storytelling, and on-site activation.

Why it matters: Don’t fall into the trap of thinking that creators are just media buys. They’re narrative architects who bring human relevance to big-budget campaigns.

What to do:

  • Involve influencers in campaign strategy and creative development, not just content promotion
  • Use them across the full event cycle: pre-launch buzz, live coverage, and post-event storytelling
  • Think bigger than social amplification. Creators can handle on-site activation and audience engagement

AI Still Sends Users to Broken Pages

Ahrefs found that 1% of AI-recommended URLs lead to 404s. Google’s rate? Just 0.15%.  AI assistants account for just 0.25% of site traffic compared to Google’s 39%, but their error rate is six times higher.

Why it matters: AI tools are already crawling and citing your content, whether you know it or not.

What to do:

  • Optimize your 404 page like it’s a landing page.
  • Create a comprehensive sitemap that helps AI tools find and reference your best content.
  • Don’t sleep on technical SEO, as it could be your AI safety net.

LinkedIn Rewards Brands That Show Up

Buffer analyzed 2 million posts and found that companies posting 11+ times a week get 16,000+ more impressions. But there’s bigger news: LinkedIn Ads now show 113% ROAS—the only platform delivering positive returns across the board.

A Buffer post showing average reach per post by posting frequency.
A graphic showing average engagement per post by posting frequency.

Source

Why it matters: Frequency doesn’t just maintain reach—it multiplies it. But quantity only works when paired with quality.

What to do:

  • Post 3–5 times weekly at minimum.
  • Blend thought leadership, employee advocacy, and industry reaction.
  • Prioritize value, not volume.

LinkedIn’s new CAPI integration and advanced conversion tracking let B2B marketers prove pipeline impact like never before. The platform rewards volume with visibility, but only if your content sparks professional conversations.

Final Word: Visibility Is About Trust, Not Just Tactics

It’s not enough to rank. Or go viral. Or show up in someone’s inbox.

The playbook changed in September. Visibility now spans platforms, algorithms, user preferences, and AI models. And each one has its own logic, signals, and expectations.

Google wants trust. LLMs want structure and mentions. Social wants stories. Users want relevance. None of it works in isolation.

Start with three moves: Set up Preferred Sources CTAs this week, audit where your brand appears in Reddit discussions, and test TikTok Search Ads if you’re in retail or direct-to-consumer. The brands moving first on these changes will own the advantage while others catch up.

This is the new search. It’s happening everywhere. And your brand needs to be ready for it.

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