You can say much about 2024, but you can’t call it boring.
From AI Overviews rolling out (now with ads!) to a feed-choking election to cookies (somehow) sticking around in Chrome to the rise of LLM search, PPC advertisers have had to deal with turbulence in the past year.
What can B2B advertisers expect in 2025?
I’ll share my predictions for key platforms like Google, LinkedIn, and Reddit, as well as trends in measurement and martech.
While these are just my best guesses, many are based on trends we already see in our client accounts.
2025 Google predictions
Google will lose some of the search market
We’re already seeing searches soar on LLMs like ChatGPT and Perplexity.
Even if Gemini improves its UX and results, it won’t keep Google from losing volume and changing user behavior.
Google won’t have to divest itself of Chrome (yet)
This is kind of a layup. No matter what the DOJ pushes for in its antitrust victory from November, it will not happen in 2025.
Even if the judge agrees that Google needs to sell Chrome, appeals and plenty of red tape will likely keep this from becoming a reality within the next 12 months.
Google will launch at least one promising beta for B2B ads
It has been a long dry run for B2B marketers looking for fun betas and features from Google.
Today, all updates seem to point to one thing: feeding the algorithm.
B2B marketers have had fewer opportunities to experiment in search since I entered the field over a decade ago.
That said, I foresee Google throwing us a bit of a bone this year – maybe to counteract the negative momentum it’s carrying into 2025.
They could shock us by reinstituting some match-type controls, but I doubt it.
They’ll likely give us some tools that make responsive search ads (RSAs) easier to work with and more transparent about which combinations actually work for advertisers.
Advertisers will more broadly adopt enhanced conversions.
This is cheating a bit since it’s a prediction for Google advertisers and not Google itself, but I think enhanced conversion usage will be much broader in 12 months than it is today.
In B2B advertising, the key will be finding the right balance between:
Setting AI guardrails through segmentation.
Ensuring segments are large enough to maintain data density, as the system struggles when data is limited.
Enhanced conversions are a good tool for helping advertisers port more data into the back end.
This will be essential for training Google to find the right users and keep budget focused on impact.
2025 LinkedIn predictions
Ad types will keep diversifying
Videos, thought leader ads (TLAs), conversation ads, and new ways to promote individual POVs.
We’re seeing promising results from testing all of those in 2024, and I expect LinkedIn to provide more variety in 2025.
The UX and advertising algorithms will improve
LinkedIn’s UX and bidding and targeting algorithms have both lagged, even as clients shift more budget toward the platform.
Those areas will receive more attention in 2025, and the algorithm may even improve at detecting and suppressing AI-generated content, including tedious automated comments.
You may also see LinkedIn make it easier for advertisers to collect lead information on the platform.
For instance, adding lead forms to TLAs would be a nice marriage of conversion friendliness and a popular new ad type.
The best ads won’t look like ads
One of the things we’re working on with our clients is getting creative with messaging and tying it to pain points or industry or job lingo.
In short, we’re doubling down on empathetic messaging and authenticity, which is not unique to LinkedIn.
With the feed getting junkier and more AI-formulaic by the day, the more organic you can make an ad look, the more people will pay attention.
Improved testing will roll out as competition grows
For its market share, Reddit made arguably the most significant moves in B2B advertising in 2024.
With new ad types, audience features, advanced reporting, and enhanced targeting capabilities, Reddit enters 2025 with a growing user base and a spot on the shortlist of must-test platforms for B2B and SaaS advertisers.
They’ll meet the moment with more testing features, specifically A/B testing functionality that starts mimicking rival platforms.
Tracking and attribution will struggle
Because Reddit is populated by a younger, tech-savvy audience, part of its brand is tied to user privacy (hence usernames, not real names).
This is great for users with edgy and authentic POVs to share, but it will make life harder for advertisers trying to track the real business impact of their Reddit campaigns.
(Related prediction: their fairly rudimentary CAPI function will improve quite a bit in 2025.)
Chrome’s third-party cookies will survive 2025 – kind of
Yes, Chrome’s cookies will be severely weakened by the (still-impending) opt-out feature that Google plans to implement.
But my prediction is that the cookies will be (somehow) clinging to life at the end of 2025 because I don’t see Google and the IAB agreeing on an alternate solution.
CDPs will gain serious momentum
More marketers will move to adopt server-side tracking in 2025 (disclaimer: we’re pushing our clients hard in that direction) as a holistic, privacy-safe transition away from third-party cookies.
We’re seeing most of our clients getting an artificial increase in “direct” traffic as data is stripped away.
This will hit a critical point, leading brands to get proactive about server-side solutions.
First-party data enrichment tools will gain prominence
Less third-party data to work with means more emphasis on first-party data and the tools that empower it.
Look for names like Stape and Pendar, which are beefing up first-party data collected on the server side, to start appearing more frequently in brand conversations.
Anticipating transformations in B2B paid media and martech
There’s room for 2025 to be a more transformative year than 2024 for B2B campaigns – if only because there will be more room for challengers to Google’s market dominance.
I expect marketers to become more proactive about tracking and measurement solutions because their hands are being forced.
This should also lead to new scrutiny about which campaigns are actually driving business impact. (Or maybe that’s just something on my wishlist every year.)
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/01/2025-predictions-for-top-B2B-paid-media-channels-800x450-OKJuhf.png?fit=800%2C450&ssl=1450800http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-01-07 13:00:002025-01-07 13:00:002025 predictions for top B2B paid media channels
There’s no shortage of companies competing for your link building budget, especially since a 2024 Google leak reaffirmed the critical importance of links.
But there are also an overwhelming number of generic articles listing the “best” link building agencies or offering endless lists of questions to ask a potential agency.
With so many options and questionable players in the SEO industry, it’s no surprise that many people have had one – or even several – bad experiences.
Ready to find out how to avoid your next SEO mishap and find the best link building agency – based on your needs?
We will. But first, a little about me.
I’m Travis Bliffen, the CEO of Stellar SEO, a 2024 Inc. 5000 fastest-growing link building agency. We’ve been around since 2012 and have built tens of thousands of links across many challenging industries.
Based on my first-hand experience – and numerous conversations with customers who sought us out after choosing the wrong link building partner – here’s what I’ve learned.
What makes a link building service “good”?
If you decide to outsource link building, you need to check with a potential partner agency about whether:
The links they build effectively boost rankings without creating more risk than you are comfortable with.
Their approach, beliefs, and strategies align with your internal expectations.
While the link building process can become complex, link building is elementary.
Focus on strategies to encourage high-quality websites to link to you more frequently than to your competitors. Your link building agency’s creativity directly impacts the quantity and quality of links you can secure.
The importance of aligning expectations with reality
If you’re ready to entrust link building to an outside agency, ensure your expectations are rooted in reality.
It’s easy to get swept up by promises of quick fixes or dramatic ranking boosts. However, SEO is rarely that simple.
A solid link building agency will have to:
Analyze your website and your business goals.
Perform competitor analysis.
Create a link building plan.
Work with writers who will create your content.
Work with an outreach team to find guest posting or link placement opportunities.
Ensure quality control and review.
Given the amount of work put into every link, a quality link building company can be costly. This is why you should focus on the desired business outcome, not just vanity metrics.
What is the desired outcome from the link placements? Is your primary goal to generate referral traffic through link building? If so, that requires a different approach than links to boost organic traffic to key pages.
What internal criteria does your team have? Some companies have a list of must-haves in any potential link placement. If your team has preferences, sharing these upfront will help the agency match you with the appropriate campaign type.
How do you weigh risk vs. cost? A successful link building campaign should deliver a return on investment (ROI), though the timeline can vary. For instance, paid link campaigns often have a lower cost per link and deliver ROI more quickly compared to content marketing-based link earning. Both approaches can be effective, but it’s important to choose the one that fits your budget and comfort level.
Decide your goals and discuss them openly with your potential link building partner early. Otherwise, you will waste your time and money.
What to look for in a link building agency: More than just a pitch
Every agency will tell you it’s the best in the business. Your job is to determine which can back up their claims with substance.
To do that, you’ll need to know what questions to ask — and how to interpret the answers.
1. What’s your approach to link building?
A good link building company will be highly specific about its services and process. Its representatives must articulate their strategies clearly and explain how they plan to implement them to help your website.
This can include content-driven digital PR, outreach campaigns, and link magnets.
Vague or overly technical answers are a red flag.
2. How do you measure success?
Look for companies that mention concrete indicators of ROI, such as:
Organic traffic improvement.
Keyword rankings growth.
Conversions.
We get regular inquiries from companies looking to boost their DA (Domain Authority) or DR (Domain Rating). We first tell them that that’s a terrible reason to hire a link building agency.
Due to acquiring excellent links, DA, DR, and other metrics will improve over time. However, having a clear strategy to generate traffic and leads during the process will increase your campaign ROI exponentially.
3. How do you control link quality?
A trustworthy link building company will have set standards for the links it provides. Not all links must come from high-DR websites, but the company must provide relevant links in your niche.
With backlinks, quality trumps quantity.
Talk to the link building service about their screening process and any guaranteed checks or minimum metrics their links will meet. More importantly, ask them how to determine those standards and how your niche could impact the thresholds.
4. What will the reporting process look like?
If you’re outsourcing link building services, you must know what reports you can expect. Ask about the frequency of the reports, the kind of data you’ll see, and the company’s policy if the links don’t meet the agreed-upon metrics.
There is no right or wrong answer to this; you just need to determine if they will report what is important to you. If it isn’t part of their default reporting, ask if they can add it to your reports.
Spotting the red flags
Unfortunately, you’ll find that many shady actors call themselves a link building company, only to offer you personal blogging networks, link farms, and other harmful SEO practices. Here are some common warning signs:
Too-good-to-be-true promises: It’s impossible to guarantee search engine rankings – there are too many factors affecting your position on Google. Any agency that promises guaranteed rankings or instant success is a sham.
Low prices with big promises: High-quality link building requires the work of an entire team, plus often fees that many quality websites demand. If the link building company fee is suspiciously low, you’re probably paying for harmful, risky/spammy practices.
Evasive answers: An agency that can’t clearly explain its link building techniques or dodges your questions is probably best kept far from your business.
Building a partnership that works
Digital marketing is more than just a one-and-done process.
You will likely need to cooperate with the link building company for years – links die, and your website will stop giving you the necessary “juice.” In fact, 74.5% of links were lost in the previous nine years, according to Ahrefs.
That’s why you need to find someone who has been in the link building business for a long time and can maintain long-term partnerships. Focus on:
Communication: Responsiveness is one sign of how much the company will prioritize your account. If it’s slow to respond or unwilling to provide clear updates, it might be a sign to look elsewhere.
Tangible results: Ensure you see measurable outcomes, such as improved rankings, traffic, and conversions. Here is an example.
A real estate investor contacted Stellar SEO after getting hit by a Google helpful content update. We recovered his site traffic and 5Xed monthly visitors, significantly boosting motivated seller leads.
Transparency: Demand transparency in reporting, quality control, fee structure, and any other aspect of work.
Trust, but verify to find the best link building service
Look for a link building agency that:
Understands your niche.
Has the right strategy.
Measures its success using relevant metrics.
Finding the right link building services isn’t about the cheapest option or the instant success. It’s about finding a team that has carried its clients through years of Google updates – and one you can see yourself working with for the next few years.
Stellar SEO has an average client retention time of more than five years for direct clients. We also partner with several great digital marketing agencies that love our flexible white-label link building services.
While high-quality backlinks are only part of the equation for SEO success, they carry significant weight, making them a sound investment in 2025.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/01/StellarSEO-20250107-header-IgWa9t.jpeg?fit=1920%2C1080&ssl=110801920http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-01-07 12:00:002025-01-07 12:00:00How to find the best link building service for you by Stellar SEO
Cut+Dry, a major ecommerce platform for foodservice distributors and manufacturers, is integrating Instacart’s Carrot Ads technology to unlock new advertising revenue streams and connect brands with buyers at the point of sale.
Food manufacturers have long faced challenges in influencing purchasing decisions in foodservice. This partnership bridges that gap, empowering brands to engage buyers directly while opening new revenue opportunities for distributors.
What’s happening:
Cut+Dry will integrate Carrot Ads, Instacart’s ad tech platform, allowing food manufacturers to advertise directly to operators and distributors.
The move expands digital advertising into the foodservice space, which has historically been underrepresented in online marketing.
Distributors gain additional revenue streams by hosting ads, while manufacturers boost brand awareness and sales.
Key benefits:
For manufacturers: Direct access to buyers with more influence at the point of sale.
For distributors: New ad revenue and greater engagement with operators.
Why we care. This integration provides a new avenue to reach decision-makers in the multi-billion dollar foodservice industry, where traditional advertising channels have limited reach. The partnership creates a scalable, measurable ad platform that connects brands to a previously untapped audience in foodservice distribution.
What they’re saying. Mani Kulasooriya, CEO of Cut+Dry, said:
“By integrating Instacart’s advertising capabilities with our platform, we’re creating one of the largest digital ad opportunities in foodservice.”
What’s next. Carrot Ads on Cut+Dry will be available over the next few quarters, giving brands new avenues to reach the multi-billion dollar foodservice market. Instacart will expand its Carrot Ads partnerships, further bridging the gap between retail and foodservice industries.
Bottom line. This partnership taps into the growing foodservice market, driving growth for brands and distributors alike while establishing new digital ad opportunities in an evolving industry.
Google will update its cryptocurrency and related products policy this month, refining the rules for advertising crypto-related services in the United Kingdom.
As the crypto industry grows, clearer advertising rules aim to protect consumers and ensure compliance with local regulations, fostering a more transparent environment.
What’s changing:
Beginning Jan. 15, advertisers offering cryptocurrency exchanges targeting the UK must meet specific requirements and obtain certification from Google.
Ads for cryptocurrency exchanges and wallets will only be permitted if the advertiser is registered with the UK’s Financial Conduct Authority (FCA).
Hardware wallet ads are allowed, but they must strictly provide storage services without engaging in trading, selling, or exchanging assets.
Certification requirements:
Advertisers must comply with all local legal requirements and secure Google’s certification to promote their products.
Non-compliance with these rules may lead to ad disapproval or account suspension.
Why we care. Crypto businesses targeting the UK can now reach audiences through Google Ads, provided they adhere to FCA regulations and Google’s certification process.
This update opens opportunities for regulated crypto firms while ensuring consumer protection through vetted advertisers.
What’s next:
Google’s policy update will apply globally to all advertisers offering financial products targeting the UK.
Advertisers are encouraged to review and pursue certification before Jan. 15 to avoid disruptions.
Bottom line. Google’s updated policy reflects its commitment to aligning with financial regulations, creating a safer ecosystem for crypto advertising while supporting compliant businesses.
For example, when summer sales dropped, they scheduled customer calls. The feedback was clear:
“We love the blanket, but we’re sweating. It’s in storage until winter.” – Aaron Spivak
That single insight led to their breakthrough “ice fabric” technology, which:
Raised $1M on Kickstarter
Sold 3,000 units in 72 hours
Became their highest-margin product
The entrepreneurs continued talking to customers to inform product development.
“When people ask what our marketing hack is or which agency we worked with, they miss the point. We had 3,000 people on the phone tell us exactly what they wanted. That’s the real secret.” – Aaron Spivak
How to Have Customer Conversations
It’s easy to overthink product research. But Hush proved that you just need to begin talking to customers.
Here’s a simple process to get started:
Send a brief email with a link for a 15-minute call. The Hush team found this approach got better responses than long surveys or complicated feedback forms.
Approach each conversation with genuine curiosity. Don’t defend your products or explain your constraints. Just listen. Ask what their perfect product would look like. Follow interesting threads that emerge.
Start with five customers this week. That’s enough to spot patterns while being totally manageable. Even if you’re swamped, you can find 75 minutes for conversations that could transform your business.
Take detailed notes using their exact words. In addition to product ideas, you can get feedback points and marketing content.
The goal is to build such deep customer understanding that product failures become nearly impossible.
You may not remember product specs, but you likely recall Sara Blakely cutting the feet off her pantyhose to create Spanx. Or Patagonia’s founder testing gear on mountain expeditions.
Most brands miss by showing only the highlight reel—the wins, the perfect moments, and the polished content.
Telling raw, relatable stories is how you build a lasting brand.
How Mid Day Squares Built a $20M Chocolate Empire Through Storytelling
In 2018, Jake Karls and his co-founders launched Mid Day Squares with a radical commitment to transparency.
They documented everything about building the company—from production line disasters to legal battles to funding negotiations.
Mid Day Sqaures unconventional approach involved:
Sharing the entrepreneurial journey, not just the product (85-90% of content)
Showing behind-the-scenes wins and failures
Filming raw, unscripted moments
“When people ask what’s our marketing hack or which agency we worked with, they’re missing the point. Building in public and sharing our authentic story turned customers into fans who felt like they were buying from friends.” – Jake Karls
Mid Day Squares grew to over $20 million in revenue. And Jake attributes much of their success to creative content.
But brand storytelling isn’t just for founder-led content.
How TBH Skincare Makes Customer-Focused Content
When Rachel Wilde started TBH Skincare, she took a different approach to content marketing.
In addition to founder stories, she created content on real customer experiences. It focused on honest education about acne treatment.
“I always say start with the customer. Understand what they want, and hit them with the right with the right message in the right place at the right time.” – Rachel Wilde
This customer-first storytelling shaped every aspect of their content, including:
Focusing on raw, unfiltered customer results
Creating educational content that destigmatizes acne
TBH Skincare grew to $14M ($22M AUD) in four years.
How to Start Creating Engaging Stories
Before investing in content, identify what makes your brand relatable. Here are some best practices to get started:
Document your “why.” Beyond making money, what drives your company? What change are you trying to create?
Choose your storytelling lane. Will you focus on founder content? Customer stories? Educational content? Pick an approach that plays to your strengths and resonates with your audience.
Start small but consistent. You don’t need fancy equipment or a full content team. Both Mid Day Squares and TBH Skincare started with iPhones and posted daily while staying true to their story.
Test and iterate. Track which stories resonate deeply. Look for patterns in engagement and sales attribution. Double down on what works.
“Most brands create different content for each marketing channel. We just document our journey and then adapt those stories for different platforms. It’s more authentic and way more efficient.” – Jake Karls
The TBH Skincare team has found authentic stories outperform traditional ads across every channel.
“When you have a piece of content that really resonates with people, you can use it everywhere. Our best-performing ads weren’t planned campaigns—they were real moments we captured and then amplified.” – Rachel Wilde
The lesson?
View storytelling as the key to better marketing. It’ll boost all your other channels.
3. Optimize Search Marketing (Paid and Organic)
Every day, billions of people tell Google exactly what they want to buy. Capturing this traffic isn’t cheap or easy—but it’s steady.
Paid search gives instant traffic but needs constant investment. Organic search is free but takes time to build up. Together, they drive consistent sales.
“The key is perfect alignment. Your keyword matches the intent, your ad matches the keyword, and your landing page matches the ad. No disconnects.” – Dan Turner
Here’s exactly what they changed:
Built granular campaigns: Instead of lumping everything together, they created separate campaigns for each product category. Every campaign got its own custom landing page and clear conversion path.
Implemented systematic testing: Every ad needed a minimum of 5,000 impressions before making decisions. Proper budget allocation for each test. Regular creative refreshes.
The result?
A consistent 10x return on ad spend (ROAS).
How to Make the Most Out of Your Google Ads Campaigns
Before you spend a dollar on ads, understand your profit. Then, analyzing your competitors and keyword research follows.
Calculate Your Campaign Profitability
Work out how much you can spend to get a customer while making a profit. Without this calculation, you risk burning your ad budget on dud campaigns.
To avoid this mistake, note three metrics:
Target cost per click (CPC)
Expected conversion rate
Maximum customer acquisition cost (CAC)
Here’s an example of the math:
Product price: $100
Profit margin: 50% (meaning you make $50 per sale)
Target ROAS: 3:1 (for every $1 spent on ads, you want $3 in revenue)
Expected conversion rate: 2% (2 out of 100 visitors buy)
The maximum CAC calculation is $50 profit ÷ 3 = $16.67 maximum ad spend per customer. With a 2% conversion rate, you can’t spend over $16.67 to acquire a customer while keeping campaigns profitable.
Do Keyword Research
Keyword research answers a simple question: are people searching for what you’re selling?
Start by Googling your products to see what ads are displaying.
For example, here’s what the ads look like for “pendulum lights.”
There are lots of ads, which implies they’re working.
You could theoretically follow this simple process of Googling, observing, and copying.
But, to reduce wasted budget, use a tool like Semrush. It’ll help you understand the demand and cost for profitable keywords.
Helpful content on your product and category pages
Core technical optimization
Test everything. Double down on what works. Cut what doesn’t.
Every dollar should drive immediate sales (paid) or build long-term assets (organic).
4. Turn Email Into Sustainable Sales
The top brands drive 30-50% of their revenue through email marketing.
These email programs succeed by connecting three foundations we’ve covered:
Products customers want (Strategy #1)
Authentic storytelling (Strategy #2)
Steady website traffic (Strategy #3)
But there’s a fourth element that ties everything together: systematic execution.
Let’s explore how to build an email program that turns subscribers into customers—and customers into repeat buyers.
Note: The best practices I’m about to share are inspired by Boyuan Zhao, an email and SMS consultant for Shopify brands. I recommend checking out his free four-hour training on YouTube. It’s some of the best content I’ve seen on email marketing.
Build a Quality Email List
Your email list isn’t just a number.
“Most brands obsess over list size. But I’ve found that smaller, engaged lists consistently outperform massive, unengaged ones.” – Boyuan Zhao
Large lists built through aggressive tactics (giveaways, lead magnets, etc.) often convert at 1-2%.
Meanwhile, carefully grown lists using targeted pop-ups and organic signups can hit 8-15% conversion rates.
The math is simple:
100,000 subscribers at 1% = 1,000 customers
20,000 engaged subscribers at 10% = 2,000 customers
Plus, better engagement means higher deliverability. Which means more of your emails actually reach inboxes.
Start by optimizing your signup forms:
Test different offers (10% off vs. free shipping)
Use clear value propositions
Target exit intent to capture interested visitors
Avoid generic “Subscribe to our newsletter” messaging
You likely have a decent welcome series, abandoned cart emails, and a newsletter.
But to hit 50% attributed revenue to email, you need to think differently.
There are two shifts you need to make this happen.
Shift #1: Methodically Test Your Campaigns
“The brands consistently driving 50% of revenue through email aren’t doing anything revolutionary. They’re just incredibly systematic about execution.” – Boyuan Zhao
This means:
Testing one element at a time
Tracking actual revenue (not just opens and clicks)
Making small, continuous improvements
The results compound over time.
Shift #2: Simplify Your Automations
How many emails are in your sequences?
Probably too many.
“I’ve found that a well-executed 3-email sequence often outperforms complex 10-email flows. It’s not about the number of touchpoints. It’s about delivering the right message at the right time.” – Boyuan Zhao
Instead of building complex automations, focus on the fundamentals:
First impression (welcome)
Purchase intent (cart abandonment)
Post-purchase experience (reviews)
Reactivation (win-back)
Weave authentic brand storytelling into your automations and relentlessly test, test, test.
Do this, and you’re well on your way to more sales.
5. Optimize Operations for Profit (Free Calculator)
Even if you have winning products and amazing marketing, you can fail if your operations suck.
How Who Is Elijah Learned the True Cost of Growth
In 2023, founders Raquel and Adam Bouris of fragrance brand Who Is Elijah learned two expensive lessons about business.
First, their discovery set promotion seemed like a slam dunk: sell fragrance samples for $1 plus shipping.
They sold 6,000 sets in 24 hours.
“Sales looked great because thousands and thousands a week were going out.” – Adam Bouris
But the math told a different story.
Customers paid $1 plus $10 shipping. The actual shipping cost was $7-12 per unit. Add production, logistics, and overhead costs.
The result?
A 60% loss on every order. Ouch.
“We would’ve been better off turning the website off.” – Adam Bouris
Meanwhile, their team had grown from 28 to 44 people, but profits weren’t following.
Their initial approach followed conventional wisdom:
Hire department heads from big corporations
Build specialized teams for every function
Add headcount to solve anticipated problems
Despite growing revenue, operational costs were suffocating the business.
“One of the biggest problems founders make is they worry about the now instead of what’s on the other side of that decision. We were hiring people to fix problems six months away. That’s so stupid.” – Adam Bouris
Who Is Elijah made a complete operational reset, including two critical changes:
Fixed unit economics:
Stopped money-losing promotions
Calculated true cost per order
Built proper financial forecasting
Optimized team structure:
Cut their team from 44 to 21 people
Moved full-time specialists to agencies
Simplified internal processes
Built systems
Profitability improved. They also became more agile and innovative.
“I learned how to be a CFO the hard way, but I’m glad that I went through the pain.” – Adam Bouris
How to Build Better Operations
You can build efficient operations without an MBA or years of corporate experience. It starts with digging into four areas.
1. Understand Your Unit Economics
To understand your profitability create a system for tracking your unit economics.
Start with the three numbers that matter most:
1. Revenue per order
Average order value
Shipping revenue
Any other fees
2. Direct costs per order
Product cost
Shipping cost
Packaging cost
Payment processing fees
3. Operating costs per order
Marketing spend ÷ number of orders
Platform fees
Customer service time
Storage/warehouse costs
Here’s a basic calculator to help:
[CALCULATOR]
This is a starting point. The rest of your numbers (tools, complex calculations, etc.) can come later.
Pro tip: Use a tool like Cin7 to automate this tracking. The investment pays for itself by identifying profit leaks.
2. Build Systems, Not Band-Aids
When problems arise, the tendency is to:
Hire someone to fix it
Create a quick workaround
Ignore it until it becomes a crisis
Instead, step back and design systems that prevent future issues.
Start with your three most time-consuming processes, e.g., order fulfillment, customer services, and inventory management.
For each process:
Document exactly how it’s done now
Identify bottlenecks and failure points
Create standard operating procedures (SOPs)
Build quality control checkpoints
Add automation where possible
3. Optimize Your Supply Chain
Your supply chain impacts everything: cash flow, customer satisfaction, and profitability. Here’s how to optimize it:
First, map your current supply chain:
List all suppliers and their lead times (it’s essential to have 2nd and 3rd options)
Document shipping carriers and costs
Track inventory levels and turnover
Identify quality control points
Note payment terms and minimums
Then, negotiate better terms. Here’s an email template:
We’ve been working together for [X months/years] and have purchased [$ amount] of inventory during this time. I’d like to discuss ways we can grow our partnership.
Search Engine Land gives PPC experts a platform to share their in-depth knowledge and timely insights – with the goal of helping you solve problems, manage challenges and understand the constantly shifting landscape of paid search, paid social, and display.
What follows are links to the 10 most-read, must-read Search Engine Land PPC columns of 2024 that were contributed by our fantastic group of subject matter experts.
Discover how this bid strategy can optimize your Google Ads campaigns for the most valuable actions and overall profitability. (By Sarah Stemen. Published Feb. 7.)
Learn to negate poor performers, track disapproved products and exclude spammy placements with Google Ads scripts. (By Nils Rooijmans. Published Sept. 20.)
Here’s how it affects your ad campaigns and what you can do to optimize performance despite limited visibility. (By Mark Meyerson. Published Sept. 10.)
Looking to elevate your Google Ads lead gen efforts? Here are nine levers that can boost your PPC campaigns toward significant growth. (By Menachem Ani. Published Jan. 10.)
Strategies for running Performance Max campaigns in 2024, covering campaign structure, creative, budgeting and conversion tracking. (By Navah Hopkins. Published April 11.)
Learn about Google Ads’ latest improvements to query matching and brand controls and what it indicates about how keywords will evolve. (By Menachem Ani. Published July 10.)
Leverage AI for PPC with improved prompts, data integration via plugins, custom GPTs, and API-enabled actions. (By Frederick Vallaeys. Published Feb. 1.)
Learn how to use ChatGPT to level up your paid search efforts without sacrificing strategy, authenticity and creativity. (By Amy Hebdon. Published Sept. 3.)
Two years of experiments reveal key findings on the best-performing bid strategies, keyword match types, campaign settings and more. (By Mark Meyerson. Published Aug. 29.)
Google Ads fixed the bug preventing Performance Max search query data from showing in scripts. Here’s how to analyze it PPC optimization. (By Frederick Vallaeys. Published March 13.)
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2024/12/ppc-columns-2024-search-engine-land-800x450-B1eOpY.jpeg?fit=800%2C450&ssl=1450800Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-30 13:00:002024-12-31 17:42:04Top 10 PPC expert columns of 2024 on Search Engine Land
Want to know why some plumbing businesses dominate Google’s first page while others struggle to get noticed?
It’s not luck.
These plumbing companies all focus on the same core SEO strategies.
Take Deer Valley Plumbing Contractors, for instance.
They appear in Google’s 3-Pack when prospective customers in their area search for “plumbing company” and other related keywords.
And they have notably more reviews than the competition.
Their site also ranks for 3K keywords.
This helps Deer Valley Plumbing Contractors drive 2.7K organic visits to their website each month.
Traffic that would cost an estimated $44.7K per month in Google Ads.
The best part?
With SEO for plumbers, your business can achieve similar—or better—results.
In this guide, you’ll learn SEO fundamentals that’ll help your site rank higher, from local search to link-building.
But first, let’s start with a quick overview of what exactly plumbing SEO is.
What Is Plumbing SEO?
Plumbing SEO is a set of practices that increase a plumbing company’s website’s visibility in search engines like Google.
SEO for plumbers includes:
On-page optimization: Optimizing your service pages for key terms like “water heater repair” or “emergency plumber” by using strategic headers, meta descriptions, and location-based keywords that match how local customers actually search
Technical SEO: Making sure your plumbing website loads quickly on mobile devices, has intuitive navigation, including clear contact information, and works smoothly for emergency calls
Local SEO: Optimizing your Google Business Profile, service area pages, and local citations to show up in “near me” searches and Google Maps when homeowners need a plumber in your area
Content marketing: Creating helpful guides, FAQs, and service pages that answer common plumbing questions like “Why is my water heater leaking?” or “How to unclog a drain” to attract local homeowners searching for solutions
Link building: Building credibility and authority by getting featured in local business directories, home service websites, and plumbing supplier sites
What Are the Benefits of SEO for Plumbers?
SEO has many benefits for plumbers—especially if you’re at the top of the search engine results pages (SERPs).
This includes attracting more qualified leads, building authority, and increasing revenue—all without spending a dime on advertising.
Think about how people search for plumbers today.
When a homeowner’s water heater fails at midnight, or their kitchen sink backs up before a dinner party, they immediately grab their phone and search Google.
SEO increases your chances of showing up in these searches, helping you get more ready-to-hire leads.
And you have plenty of opportunities—246,000 people search for “plumbers near me” in the U.S. every month.
But that’s far from the only search term getting traffic.
Countless people search for standard and urgent plumbing-related terms monthly:
Emergency plumber: 27,100 monthly searches
Plumbing companies near me: 27,000 monthly searches
Best plumbers near me: 9,900 monthly searches
24 hour plumber: 4,400 monthly searches
When your website ranks at the top of Google for these terms, you’re essentially setting up a 24/7 lead generation system.
6 Essential Plumber SEO Strategies
Ready to outrank your competitors and capture more high-value plumbing leads?
These six SEO strategies work together to boost your search visibility. And convert website visitors into paying customers.
1. Keyword Research
The first step of any plumber SEO campaign is keyword research.
This involves identifying relevant keywords based on key metrics like search intent, volume, and keyword difficulty. And conducting research into your competitors’ keyword strategies.
Understand Keyword Metrics
A tool like Semrush’s Keyword Magic Tool is helpful for conducting keyword research.
Enter a seed keyword like “plumbing company” into the Keyword Magic Tool.
You’ll see a list of keyword ideas and some important information about each term.
This includes “Intent.”
Search intent is the reason behind a user’s search—it tells you why they searched and what they were hoping to find.
There are four types of search intent.
Including:
Informational: These are searches where people want to learn something, like “how to fix a clogged toilet.” This type of content works best as detailed guides and tutorials.
Navigational: When searchers are looking for a specific plumbing business or page like “Jerry’s Plumbing Company” or “Plumbing Pros hours of operation”
Commercial: The person wants to know more about a product or business, such as “best plumbers in Austin” and “sink repair.” Use these in product comparison articles, testimonials, and service pages.
Transactional: The person is ready to hire and might search “hire a plumber” or “call a plumber.” Use strategic calls to action (CTA) and keywords like “hire” and “book now” on your site.
This means the user’s goal for this search is to research plumbing company options, read reviews, and view services, making it a good term to target on a service page.
But if someone searches “how to fix a leaky faucet,” (which has informational intent), they expect to find detailed DIY instructions with photos or videos.
See the difference?
Next, let’s look at two other crucial metrics:
Volume: The number of monthly searches for a keyword
Keyword Difficulty (KD): A rating showing how hard it is to rank for that keyword from zero to 100
While you’ll likely have broad keywords on most pages, if you have a newer site (or one that lacks authority), you’ll also want to target terms that’ll be easier to rank for in the SERPs.
Local keywords often have this perfect combination—moderate search volume with lower competition in specific service areas.
For example, “plumbing companies in phoenix, arizona” gets 70 searches per month and has a low keyword difficulty score of 27.
You might use this term on a location page to target local customers.
Continue researching keywords to target on each page of your site—making sure to adjust your focus for each page’s specific purpose:
Service pages should target specific plumbing solutions: Water heater repair, drain cleaning, radiator installation
Location pages need geographic terms: Local plumbing company, plumber in [city], 24/7 plumbers in [city]
About pages should emphasize trust and credentials: Licensed plumber, family-owned plumbing, plumbing company hours
Resource pages should answer common questions and concerns: How to fix a leaky faucet, signs you need repiping, water heater maintenance tips
Answer User Questions
Your target audience likely has a lot of questions about plumbing problems and hiring a plumber.
These questions make great topics for FAQ pages and blog posts.
Here’s how to find them using the Keyword Magic Tool:
Search for a broad keyword like “drain repair” and apply the “Questions” filter.
The tool will return options like:
How to repair tub drain: 320 volume; 29 KD
How to repair shower drain: 210 volume; 30 KD
How to repair a leaking shower drain: 170 volume; 23 KD
All of the above topics have informational intent, which means they’d work well as step-by-step tutorials on your blog.
Plus, answering these questions with high-quality content will help you establish expertise.
As you review the questions, pay attention to volume and KD scores—the lower the KD, the easier it’ll be for you to rank for each term.
Research Competitor Keywords
You don’t have to start from scratch when finding keywords—analyze what’s already working for your successful competitors.
A tool like Semrush’s Keyword Gap can help you with this.
First, enter your URL and up to four competitors’ URLs. Hit “Compare.”
Now, you’ll see an overview of your site’s keyword performance compared to your competitors.
Including how many ranking keywords you and each of your rivals have.
As you review the reports, pay special attention to three key opportunities:
Missing: Keywords your competitors rank for but you don’t
Weak: Keywords where competitors outrank you
Untapped: Keywords where at least one competitor ranks
These are opportunities to target these keywords on existing pages.
And create new content to knock your competitors off the SERPs.
If they have a blog post on how to clear a clogged drain, create a better version with step-by-step photos and videos.
If they list services, include pricing guides and customer case studies.
Aim to outrank them with higher-quality content that diverts traffic away from their site to yours.
Because when someone conducts a search with local intent, such as “plumber near me” or “plumber in [city],” Google shows three local businesses at the top of the page.
This is the 3-Pack I mentioned earlier in the article—and it’s prime real estate for plumbers.
Add your business name, address, and phone number (NAP) to your profile.
Double-check that you’ve entered everything correctly.
Accurate NAPs show Google your business is trustworthy, which helps increase your chances of ranking in the Map Pack.
Next, create a keyword-rich business description that includes important terms for your business.
This will be the services you offer and any standout features like “local plumbing business” or “emergency plumbing repair.”
For example, Maloney Plumbing and Drain Services included key terms like “plumbing repair” and “drain clearing” in their company overview.
They also referenced the location they serve: “Phoenix.”
Add as many relevant service categories as possible—from sewer cleaning to garbage disposal installation.
The photos section isn’t just about showing you exist.
Your images should build trust and show potential customers exactly what to expect:
Uniformed technicians (shows professionalism)
Branded trucks (proves you’re established)
Actual repair work (demonstrates expertise)
Team in action (builds credibility)
Finally, post updates.
This shows searchers and Google that you’re an active business with up-to-date information.
But it also lets you share vital details, communicate with customers, and highlight promotions and events.
With your GBP filled out, it’s time to focus on earning positive reviews—lots of them.
Collect and Manage Online Reviews
Reviews matter more than you may realize.
Seventy-one percent of consumers will not consider using a business if it has an average review rating below three stars.
Google also states that one of the three ranking factors for local search is “prominence,” which is defined by how popular a business is online and offline.
(Prominence includes review count and average review rating.)
So, how do you get more positive reviews?
You ask for them.
Most importantly, you make it easy for past clients to leave reviews.
For example, Total Service Plumbing created a dedicated review page on their website that links to each of their location’s Google Business Profiles.
Smart.
While having a page on your website is helpful, you’ll want to take a multi-pronged approach to collecting reviews.
For example:
Send a follow-up text right after completing a service
Include a review link in your invoice emails
Create QR codes on your business cards and service vehicles
Train your technicians to ask satisfied customers for reviews
Pro tip: Use a tool like Semrush’s Review Management to make it easy to track and reply to all your reviews (even negative ones) from your Google Business Profile and other directories. This shows you value customer feedback and want to improve your services.
Build Local Citations
A local citation is any mention of your business on the internet.
This includes your basic contact details, like your NAP.
Think Yelp, Angi, and Porch.com.
The key? Keep your information consistent everywhere.
Consistent business information tells search engines your business is legitimate and trustworthy.
But manually searching and verifying your citations is not a productive use of your time (or your team’s).
Use a tool like Semrush’s Listing Management tool to automate this process.
Listing Management automatically checks for issues like missing phone numbers and incorrect addresses and updates them for you.
This makes it easy to maintain updated and accurate listings across multiple directories and keep your local SEO on point.
3. On-Page SEO
On-page SEO is the practice of improving webpage elements so your website ranks higher in SERPs and earns more relevant traffic.
Here’s how to optimize your plumbing site.
Use Your Target Keyword in the Right Places
Every webpage has specific spots where keywords make the biggest impact.
This includes the following elements:
Title tag: This is the title that shows up in search results. Limit this to 50-60 characters and include the target keyword as close to the front as possible.
Meta description: This is the summary that appears under the title tag in search results. Include the target keyword and keep it under 155 characters.
Pro tip: SEO plugins like RankMath and Yoast SEO make it fast and easy to customize title tags and meta descriptions on your site. The plugins will also alert you when you’ve forgotten to add metadata, helping ensure you keep up with on-page optimization.
You’ll also want to add your target keyword to the H1 (aka the headline) of each page.
For example, plumbing company Benjamin Franklin uses the keyword “Residential Leak Detection Services” on its H1 for one of its service pages.
H1s tell Google and readers what your page is about.
Pro tip: Every service page needs a unique H1—aka, don’t use “Plumbing Services” on multiple pages.
Use subheads (H2, H3, H4) to organize your content. Include keyword variations in them naturally.
For example, Benjamin Franklin uses “The Types of Plumbing Leaks We Repair” as an H2 and has “Common Signs of Plumbing Leaks” underneath as an H3.
You’ll also want to add descriptive alt text to your images.
This helps Google understand what your images show and ensures your site is accessible for those using screen readers.
For example, alt text for this image could be: “Professional plumber in uniform inspecting under-sink plumbing while showing digital tablet to homeowner in kitchen.”
Enter the URL of the webpage and click “Start Tagging.”
This takes you to the webpage where you highlight or tag the content needed for the code.
Once you’re done tagging the page, click “Create HTML.”
Copy the script block and paste it to the head section of your webpage’s HTML.
Too technical for you?
Hire a developer or tech-savvy friend to help you with this step.
It’s worth the hassle, as it can help your plumbing business stand out in the SERPs.
Analyze Current Pages for On-Page SEO Opportunities
As you add more pages to your site and blog, you’ll want to make sure you’ve properly implemented on-page optimization.
Semrush’s On Page SEO Checker can help you with this—it automates the process, so you don’t have to check each page manually.
Enter your URL and click “Get ideas.”
Click the “View all pages & ideas” to view the full list of pages it found to optimize.
Click the blue “Ideas” button for any page to view the suggestions.
For example, you’ll see recommendations like avoiding keyword stuffing in content, creating more informative contentm, and providing more relevant meta descriptions.
It’ll also give you tips on how to score featured snippets for certain keywords.
Make the necessary changes to help give your site a boost in the SERPs.
It can also drive long-term results and steady organic traffic over time.
Let’s look at how you can use content marketing to attract leads and instill confidence in prospective customers.
Answer Questions in Your Blog Posts
People who have a clogged toilet might not want to hire a plumber right away.
They might first try to fix the problem themselves—this is when they try to find answers online.
As a plumber, you’re in the best position to teach them how to unclog a toilet.
Like Benjamin Franklin did on its blog:
With step-by-step instructions, Benjamin Franklin gives its target customers the information they need to handle the job themselves.
But they also include hiring a pro as an option to encourage those who don’t want to DIY to give them a call.
Nice.
Sounds simple enough, right?
Well, you’ll be competing in the SERPs with countless other plumbers who are targeting the same keywords for the same topics.
So, how do you stand out?
By following Google’s quality guidelines for content: experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).
Here’s how:
Prove your expertise. Include an author bio at the end of your content and highlight your experience as a plumber, including any certifications, years of experience, education, and more
Include step-by-step photos and videos: Guide your readers through each step with high-quality photos and videos that show you know your stuff
Add expert insights and quotes: Share firsthand tips that showcase your experience and include quotes from SMEs on your team to infuse your content with more authority and trust
Create Location and Service Pages
Location and service pages are exactly what they sound like.
They’re dedicated webpages for every service and location of your business.
If you have 10 different plumbing services, you need to create 10 separate pages describing each service.
For example, Jimmy Joe’s Plumbing has a separate page for everything from backflow prevention to home remodeling plumbing.
If you have multiple locations, you’ll also want to create dedicated pages for each one.
Like John the Plumber did in Florida.
Its site has pages for each location with city-specific content on each one.
Pro tip: Create unique content for each location page—don’t copy/paste. Duplicate content is a big no-no in SEO and can negatively impact your rankings.
Include Semantic Keywords in Your Content
Semantic keywords are keywords that are related to your target keywords.
It’s important to add semantic keywords to your content because it helps Google understand the context of your content.
You can use keyword research tools to find related keywords based on a seed keyword.
But you can also type a word in Google and view the People Also Ask section.
For example, typing in “heater installation” reveals semantic and question keywords you can target in content.
5. Technical SEO
Technical SEO is the process of improving your website’s technical aspects.
In other words, it needs to be fast, mobile-friendly, and secure.
But if you’re not a technical person, don’t worry.
I’ll teach you how to run an audit and check your site’s speed with user-friendly tools.
Run an SEO Audit
An audit can identify issues with your site, particularly page errors that affect your site’s performance and health.
For instance, broken links and pages can damage your website’s ranking and authority.
For example, Semrush’s Site Audit tool lets you audit up to 100 pages per month on Semrush’s free plan.
Enter your website’s URL and click “Start Audit.”
You’ll get an email when the report is ready.
The tool will provide an overview of your site’s performance.
This includes everything from a site health score to categorizing site issues by severity: Errors (high), Warnings (medium), and Notices (low).
Click on the “Issues” tab to learn how you can improve your site’s pages.
Some common errors you might see include:
Keyword cannibalization: When multiple pages have the same or similar target keywords and the same search intent
Keyword stuffing: When target keywords are used excessively on the page
Thin content: The content doesn’t have any (or little) value to readers and doesn’t meet search intent
Improve Loading Speed
If it takes your site longer than three seconds to load, 53% of visitors will abandon it, according to Google Consumer Insights.
So, if you have a slow site, it could be causing you to lose valuable plumbing leads.
Use a free web speed analysis tool like GTMetrix to check your site’s loading speed.
Enter your website’s URL and click “Test Now.”
After the analysis, you’ll get a grade, which tells you how well your site is performing, along with an overview of Core Web Vitals metrics.
Core Web Vitals measure the speed, interactivity, and visual stability of your site.
Scroll to the “Top Issues” section to learn what your site’s errors are and how to fix them.
Prioritizing technical SEO helps ensure your site delivers the fast and intuitive experience users expect.
6. Link Building
Link building is the process of getting other sites to link to a page on your website.
These links, called backlinks, play a big role in your site’s search ranking.
Here’s how to build your backlink profile, starting with a little competitor research.
Spy on Your Competitors’ Backlink Profiles
Use Semrush’s Backlink Analytics tool to learn valuable information about your competitors’ backlink profiles.
This includes the total number of referring domains and backlinks they receive and their authority score.
View the “Referring Domains” report to see who is linking to your competitors.
(So you can try to get them to link to you, too.)
Some referring domains might be directories you can add your business information to, and others may be sites you can try to guest post on.
Find and Reach Out to High-Quality Link Prospects for Guest Posting
Think about plumbing-related content that a website within your industry might be interested in.
Some examples of websites that might feature plumbers include:
Home improvement blogs
Real estate blogs
Home insurance blogs
Here’s an example of a guest blog from Precision Air & Plumbing for a home insurance website.
Finding websites that publish plumbing-related content can take time.
One way to speed things up is to use a tool like Semrush’s Link Building Tool.
Enter your URL and click “Start Link Building.”
Add your keywords, like “plumber in chicago” and “emergency plumber chicago” and click “Keywords” on the bottom.
This brings you to the next page, where you can add competitors.
Click “Start Link Building.”
Click “View prospects” on the pop-up.
Sort the list by highest AS (Authority Score).
This shows you the most reputable websites on this list.
Use your judgment to choose websites that are likely to accept guest posts.
Click on the icon to open the link to see plumbing-related content that’s published on the prospect’s website.
In this example, we clicked on wikiHow’s link and learned that the co-author is a professional plumber.
This points out an opportunity to reach out to major sites and offer your expert input for articles.
This can be a great way to build backlinks for your site while highlighting you as an industry expert.
Make a list of prospects and pitch topics that match what the sites publish and are relevant to your target audience.
While not all sites will provide backlinks, it’s still a valuable way to get your name—and your plumbing business’s name—some positive press mentions online.
Once done, Google will no longer consider these links when ranking your site or pages.
Get More Customers with Plumber SEO
SEO isn’t a quick fix.
But it’s one of the most effective ways to get new plumbing customers.
With a bit of research and help from tools like Semrush, you can flood your business with high-quality leads (without spending a fortune on ads).
I’m talking crushing your local competition in Google Maps, ranking #1 for emergency plumbing keywords, and turning your website into a 24/7 lead generation machine.
Ready to rank higher for local keywords?
Check out the top local SEO tools for plumbers that will help you dominate the SERPs.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-29 22:57:522024-12-31 17:32:29SEO for Plumbers: How to Rank Higher & Get More Customers
Google reviews play a huge role in a brand’s success.
Especially positive reviews.
That means it’s a good idea to think about how to get more Google reviews for your business.
To illustrate why, let’s go over some of the advantages.
Benefits of Getting Google Reviews
By collecting Google reviews, you can:
Learn what customers think about you: This includes what they like and dislike about your business, so that you know what’s working and what to improve on
Increase visibility: Having more good Google reviews can improve your business’s Google local pack rankings
Persuade people to buy: A product’s number of reviews is the second most influential factor affecting prospects’ perception of its quality and decision to buy it, according to research
Once you have control of your GBP, choose a verification method (email, text message, etc.).
Google may take up to five business days to verify your profile. You can use it to collect Google reviews after that.
Pro tip: Use a tool like Semrush’s Listing Management to automatically distribute your information to GBP and dozens of other directories all at once. You can also manage these listings within the tool.
2. Provide an Excellent Experience
If you wow customers with amazing products, services, and customer support, they’ll be more likely to leave you a Google review.
This is the best way to get good Google reviews.
Why?
Because people are more motivated to take action when they feel strongly about something.
Like writing a glowing review to tell others about their phenomenal experience with your business.
3. Share Your Google Review Link
Share your Google review link everywhere users may see it so they can easily leave you a review.
There are a few ways to get your Google review link through your GBP.
After creating your Google review link with the tool, enter your email address into the “Wait! There’s more…” section and click “Send me QR & prints.”
Then, check your inbox for QR code assets you can use.
5. Respond to Current Reviews
Responding to your Google reviews signals that you take feedback seriously.
This can motivate prospects to leave reviews in the future after they become customers.
Plus, research from Shout About Us reveals that up to 76% of customers may update their negative reviews if you reply and take steps to address their concerns.
So, respond by:
Thanking customers for their feedback—whether positive or negative
Sharing the follow-up actions you’ve taken in response to negative feedback
A tool like Semrush’s Review Management makes it easy to monitor and respond to your Google reviews.
Here’s how it works:
Open the tool and enter your business’s name, site, or phone number into the search bar.
Then, select your business from the drop-down menu.
Click the “Try it now” button on the page that loads.
Follow the steps to sign up for Semrush Local.
Once you’ve set up the tool, click the “Review Management” tab.
Scroll down the page to see your reviews.
Click the “Not Replied” filter to view only those you haven’t responded to yet.
The tool will suggest AI-generated replies to your Google reviews.
Modify any reply as you see fit and click “Reply” to submit it.
Take a page out of Giordano’s book if you can.
The pizza chain replies to every Google review it gets—both good and bad.
6. Send a Feedback Email
Emailing customers to ask for a Google review right after they buy from you is a good way to get reviews while their experiences are still fresh in their minds.
Here’s an example of an email requesting a Google review from Love and Logic:
Note: Trying to influence reviews through tactics like offering incentives, discouraging negative feedback, and buying or faking reviews violates Google’s policies and can result in penalties.
You can also use an email marketing platform to automate your customer feedback emails instead of sending them manually.
7. Design Physical Review Cards
Creating physical cards asking for Google reviews works well if you interact with customers in offline situations like:
Running a brick-and-mortar shop—where you can place review cards at the checkout counter
Delivering physical goods to customers—where you can include a feedback card in the package
Some cards have QR codes for customers to scan, but you can also use cards embedded with near-field communication (NFC) technology.
If you do, customers just need to activate their phone’s NFC feature and tap it against the card to visit your Google review page.
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Generative AI refers to technology that uses machine learning models to create content. Machine learning models are computer programs that seek to replicate aspects of human intelligence.
These models can produce various content formats, including code, text, visuals, audio, and video.
Various programs have the ability to learn almost any kind of information.
For example, different generative AI models can understand coding, visual, scientific, and human languages.
OpenAI’s ChatGPT is a popular example of a model that understands and produces textual content.
In this article, we’ll explore how this and other gen AI tools work.
How Generative AI Works
Gen AI uses libraries of existing material to produce original content. Here’s how the process works.
Step 1: Users Provide Prompts
The technology generates content based on user prompts.
Depending on the tool you use, you may be able to enter freeform, text-based prompts.
Suppose you want to generate a description for a new ecommerce item.
“Write a 100-word product description for [insert product details]. Use a friendly, upbeat tone of voice.”
Some AI tools use parameters rather than freeform input.
For example, Semrush’s Ecommerce Booster app generates ad descriptions based on keywords, text length, readability, tone of voice, and format settings.
Step 2: Generative AI Models Produce Content
Once the system receives the user’s prompt, it uses machine learning models to generate content.
These models train using libraries that may contain billions of pieces of existing content.
As they train, the models learn the components and structures of this existing content. Then, they use what they’ve learned to generate “new” material. (It’s not truly new as it’s based entirely on existing content.)
The mechanics of the content generation process vary, depending on the type of output.
Some of the most common models include:
Large language models (LLMs): Algorithms that use large data sets to predict the next output (word) in a piece of content—typically used to generate textual content
Generative adversarial networks (GANs): Deep learning systems that use two competing neural networks to produce new output, mostly for visual or audio content generation
Variational autoencoders (VAEs): Neural network systems that encode and decode input to create new output, often to generate visual or code content
Gen AI vs. Other Types of AI
The standard generative AI meaning doesn’t include all types of artificial intelligence.
Unlike gen AI, so-called “normal” AI analyzes and synthesizes data rather than generating new outputs.
Here are two other types of AI:
Conversational AI: Uses natural language processing (NLP) techniques to analyze human language, understand what users are saying or typing, and provide relevant responses. This type of AI is most common in chatbots and AI assistants.
Predictive AI: Analyzes historical data to anticipate outcomes from specific events and suggest actionable steps. This kind of AI is common with data analysts who need to manage risk and make data-driven decisions.
Popular Gen AI Tools
Now that we’ve covered a comprehensive generative AI definition, let’s take a closer look at some of the most widely used gen AI tools.
ChatGPT
ChatGPT is an AI chatbot developed by OpenAI that produces text responses to prompts.
Like this:
ChatGPT can do a range of tasks, like creating lists, producing code, and answering questions.
It also generates outlines and creative content.
How does ChatGPT work?
It uses generative pre-trained transformer (GPT) technology to produce human-like responses to text prompts.
OpenAI also offers custom GPTs—versions of ChatGPT that perform specific tasks using personalized prompts.
For example, you could create a custom GPT to edit written content to reflect your brand voice.
Like ChatGPT, Claude is an AI chatbot that generates text responses to prompts.
Claude can also analyze the content you upload (like a spreadsheet or a PDF).
It then provides summaries or answers questions based on your prompts.
Claude can assist with tasks like AI copywriting and content generation, too.
In your prompt, you can include guidelines for the format and style of content you want to create.
Gemini
Similar to ChatGPT and Claude, Gemini (formerly Google Bard) is another AI chatbot that provides text responses to prompts.
Like this:
As a Google app, Gemini is integrated with many Google products. This lets you verify its responses via Google Search with one click.
You can also prompt Gemini to summarize files in Google Drive, like a virtual assistant.
Microsoft Copilot
Another AI chatbot, Microsoft Copilot generates multimedia responses to prompts.
Along with producing a text answer, it shows you relevant images and links from Bing’s search results.
DALL-E
DALL-E is a text-to-image generative AI tool developed by OpenAI (creators of ChatGPT) that generates images based on prompts. Like this one:
In addition to describing the contents of the image, prompts can also request a style.
The more specific and detailed your prompt, the more likely the image will meet your needs.
DALL-E uses a diffusion model to analyze images and look for patterns in the components.
Then, the image generation app uses what it’s learned to piece together its own AI image.
Note: A diffusion model adds random noise (variations) to available training data. Then, it reverses the process to recover the data and create new combinations of information.
Midjourney
Midjourney is a text-to-image generator that uses diffusion models and LLMs to create realistic content.
Like this:
Compared to DALL-E, Midjourney’s prompts are often much more complex.
For example, prompts typically need to include things like style and composition guidelines to get the best results.
Unlike many other generative AI tools, Midjourney isn’t a standalone app but a Discord bot. To use it, you’ll need to join the Midjourney Discord server and prompt the bot.
What Can You Use Generative AI for?
Here are the most common applications of generative artificial intelligence today.
Marketing
Generative AI tools let you quickly brainstorm marketing campaign ideas as well as draft blog posts and articles.
AI marketing software also helps with rewriting content and applying a consistent tone of voice.
For example, a tool like Semrush’s ContentShake AI generates written and visual content in seconds.
Even better?
It guides you through the whole process—from ideation to publication.
Here’s how to use it:
Head to the app and click “My own idea” from the main dashboard.
Then, enter your topic and hit “Start writing.”
Review the suggested title, target keywords, word count, tone of voice, and readability level.
Then click “Create article.”
Read through the AI-generated article.
Hit “Publish” to proceed as is or “Go to regenerate” to start again.
To edit and optimize the content manually (which we recommend you do), click “Go to editor.”
Use ContentShake AI’s preset prompts to speed up the optimization process.
You can even enter your custom prompts in the chat window.
Another Semrush tool, the SEO Writing Assistant, includes AI features to help you write online marketing content faster.
It also checks the SEO potential of your work.
Head to the tool and click the “+ Analyze new text” button on the tool dashboard.
If you’ve used the tool before, click the “Set a new goal” drop-down.
If you’re using this tool for the first time, input the keyword you intend to target and click “Get recommendations.”
Draft or outline your content.
Then, use SEO Writing Assistant’s AI features to improve your writing.
Select any phrase, sentence, or paragraph and click “Expand” to elaborate on those sections.
Review the content for accuracy and style.
Then, click “Accept,” “Reject,” or “Try again.”
Alternatively, open the “Smart Writer” drop-down and select “Rephraser.”
Input your text and choose one of the four optimization options.
Then, click “Rephrase.”
Review the AI-generated ideas and click “Rephrase” again to generate more.
Use the copy button to choose where to paste the text, or click “Replace and close” to insert it where the cursor is positioned.
Use the AI-powered Smart Writer to elaborate on existing content.
Write at least a few sentences.
Then, click “Compose” to generate more copy.
Select the “Ask AI” feature to submit custom questions or prompts.
Then, click “Ask.”
As you create your content, keep an eye on the score in the upper right corner.
This score factors in readability, tone of voice, originality, and SEO. The higher the score, the better optimized your content is and the easier it is to read.
Advertising
You can take advantage of AI advertising tools to generate both copy and creatives for your paid promotions.
For example, Semrush’s AI Writing Assistant allows you to compose ad headlines quickly.
Open the app from the Semrush App Center and select “All Tools” > “Social Media & Ads.”
Then, choose either “Facebook Headlines” or “Google Ads Headlines” to generate ad headlines.
Or “Facebook Primary Text” or “Google Ads Description” for ad description text.
Then, select a language, creativity level, and tone of voice.
Next, input your audience and product name details and write a short product description.
Click “Generate” when you’re ready.
Review the results and save any headlines you like—or copy and paste them directly into your ad platform.
Enter your domain or landing page and click “Import Brand” to add brand elements.
The app automatically identifies your brand name, logo, and colors.
Review them and click the “Create Brand” button.
Note: If you’ve already set up a brand, click “Create a Brand” from the “Brand Setup” section to add a new one to your dashboard.
From the list of asset types, select “Ad Creatives.”
Choose the creative format that best fits the advertising platform and hit “Next Step.”
Click the “Generate Texts” button to create text with AI.
Then click “Next Step.”
Input some information about the content you want to generate.
Then click “Save & Generate.”
Upload a background image, crop it if necessary, and enter a project name (optional).
You can also use the app’s image search engine to source background images.
Finally, click “Generate.”
Check the box below each of the AI-generated assets you want to use, and hit the “Download” button.
You can now upload the digital assets to your ad platform and set up your ad campaign.
Media
Film, animation, and gaming studios use generative AI to produce creative content more efficiently.
With advanced AI tools, they can generate realistic 3D models, avatars, and video content.
For example, large gaming studios can use gen AI to create more photorealistic characters or speed up game design workflows.
Coding
Software developers are able to code programs and applications with generative AI tools like GitHub Copilot.
The benefits include writing more consistent code in various programming languages, debugging code faster, and improving developer efficiency.
Healthcare
Generative AI models serve the medical industry across a wide range of applications.
For example, medical researchers use gen AI for genome sequencing and drug research. While health practitioners use them for medical imaging and assigning accurate medical codes.
Automotive
Auto manufacturers use AI models to improve vehicle design and implement in-vehicle AI-powered virtual assistants.
Generative design inspired BMW’s “Alive Geometry” in the Vision Next 100 concept car, which enables shape-shifting parts that interact with the driver.
Many manufacturers also provide basic customer service using AI before involving human agents.
A 2023 Deloitte report anticipates that generative AI will lead to a 20% equipment availability increase and a 10% annual maintenance cost decrease for the automotive industry.
Data Synthesis
It’s impossible for generative AI models to learn or improve their processes and computations without training data.
However, training data doesn’t necessarily exist for every possible industry or use case.
To resolve this issue, generative models can themselves produce synthetic data for training purposes.
They also effectively address challenges and ethical concerns that may otherwise prevent industries from using generative AI.
For example, gen AI tools may create larger datasets for underrepresented groups. Or generate datasets that offer a more fair version of the original data.
Benefits and Limitations of Generative AI
To set appropriate expectations for any AI-generated content you produce, you should familiarize yourself with the pros and cons of using these models.
Benefits of Generative AI
Produces almost any type of digital media based on a brief prompt
Creates different types of content in a consistent style or format defined by the user
Gives individuals and teams of any size the capacity to create large volumes of content
Allows users to save time and money on the content creation process
Simplifies lengthy content or expands on short content in seconds
Here’s an example prompt using ChatGPT to tighten up a very wordy explanation of the law of inertia.
As compelling as these benefits are, they don’t necessarily mean anyone should create exclusively AI-generated content.
Human feedback, fact-checking, and manual editing can help ensure higher quality and improved accuracy.
The main limitations of generative AI tools are that they:
May reflect biases or inaccuracies present in their training content
May not cite original sources or attribute concepts accurately
Offer insufficient transparency into their technology and methods
Can’t think independently or generate new ideas
Lack firsthand experience and personal opinions
Here’s what happened when we asked Notion AI to generate an opinion about the TV show “Family Guy”:
Although these limitations may seem daunting, they shouldn’t prevent you from using generative AI applications to improve your business’s efficiency.
Then, use your human intelligence to detect AI-written content bias, ethical considerations, and attribution issues. And tweak the content as necessary.
Concerns Surrounding Generative AI
Although gen AI can certainly be used for good, it has the potential to create serious concerns.
As an example, deepfakes are digitally altered photos or videos that make the subject appear to be another person.
They can be used to maliciously propagate false information.
Although deepfake detectors can increasingly identify images and videos that simulate another person, foolproof methods to alleviate these concerns don’t yet exist.
Instead, it’s essential to analyze content closely for anomalies. And to adhere to security protocols to protect sensitive information.
Because generative models create content that emulates existing visual, audio, and textual patterns, they have the power to mislead.
Particularly, their ability to mimic human language can be used for social engineering.
“All techniques aimed at talking a target into revealing specific information or performing a specific action for illegitimate reasons.”
For example, gen AI models can encourage people to disclose sensitive information. Or compromise either personal privacy or their company’s security.
And as generative AI becomes more advanced, the infrastructure these models require may reach an unsustainable scale.
Keeping up with computational demands and coming up with the capital necessary to fund it is an ongoing concern for AI model developers.
A History of the Development of Generative AI
Generative AI has consistently made headlines since the launch of ChatGPT in November 2022 (and other foundation models shortly after).
However, the technology existed long before this date.
We list some major generative AI advancements in the table below.
A Brief History of Generative AI
1947
Intelligent machinery
In one of the first recorded references to artificial intelligence, Alan Turing used the term “intelligent machinery” in a research paper. The study explored whether machines could spot rational behavior.
1950
Turing Test
Turing developed the Turing Test, which evaluated conversations between machines and human brains to identify machine responses.
1956
Dartmouth AI conference
The Dartmouth Summer Research Project on Artificial Intelligence, considered the birth of AI, brought together AI experts.
1961
ELIZA chatbot
Joseph Weizenbaum developed the ELIZA chatbot, a psychotherapy program that could converse with humans. And one of the first examples of generative AI.
1980s
RNN architecture
Several researchers advanced recurrent neural network (RNN) architecture. Furthering the development of this bidirectional artificial neural network.
1997
LSTM networks
Josef Hochreiter and Jürgen Schmidhuber invented long short-term memory (LSTM) networks, significantly improving the accuracy of AI models.
2014
GANs and VAEs
The development of GANs and VAEs dramatically advanced generative AI technology.
2017
Transformer models
Newly developed transformer models allowed gen AI systems to create natural language text for the first time.
2018
OpenAI GPT
OpenAI released GPT, a neural network that could generate human-like text and converse with users.
2021
OpenAI DALL-E
OpenAI introduced DALL-E to generate digital images from prompts through deep learning.
2022
OpenAI ChatGPT, Midjourney beta
OpenAI launched ChatGPT (also known as GPT-3.5), a transformer-based model that one million users adopted in only five days.
Text-to-image generator Midjourney launched in beta the same year.
What Does Generative AI Mean for the Future?
While generative AI’s timeline is relatively long, many significant developments have happened in a few short years.
Given this rapid evolution, it’s reasonable to expect that gen AI will continue to develop quickly.
So, what will AI look like in the future? And how could it affect your industry?
Here are a few developments to monitor:
Increased adoption of generative AI tools: In many industries, companies are already pressuring leaders to implement AI tools. A Qualtrics survey of customer experience professionals revealed that 75% feel the pressure to use generative AI for business.
More advanced AI prompts: The more companies adopt generative AI strategies, the more advanced their prompting skills are likely to become. With extensive testing, users will probably develop more specific, nuanced prompts for producing higher-quality content.
Higher volume of AI-generated content: As more individuals and business processes use gen AI tools, the amount of AI-generated content will increase. Harvard Professor Latanya Sweeney predicts 90% of online content creation will no longer be by humans.
Improved AI detection: As AI evolves, AI detection tools may become more sophisticated. Increasingly advanced tools will better address issues with cybersecurity, deepfakes, and other growing concerns—potentially making AI content more credible.
Whether you’re just getting started with generative AI or looking for ways to level up your AI skills, you need the right tools at your disposal.
Tools like Claude, ChatGPT, and Semrush’s AI-powered suite are game-changers for content creation.
Not sure which one to pick?
Check out our in-depth guide to the top 5 AI writing generators, where we break down the features, pros and cons, and pricing of the best tools on the market.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-27 14:40:072024-12-31 17:32:30What Is Generative AI and How Does It Work?
The world of digital marketing in 2024 has been nothing short of transformative, with Google once again taking center stage in many of the year’s biggest developments. From the ongoing debates about third-party cookies to advancements in Google Analytics and the rising distrust among advertisers, the year was marked by shifts that tested the adaptability and resilience of marketers everywhere.
As we enter the last few weeks of the year, let’s take a look at the top newsworthy headlines according to pageviews.
Advertisers expressed frustration, citing financial strain, loss of cashflow flexibility and lack of benefits.
Google Ads Liaison Ginny Marvin confirmed that only a small subset of advertisers would be impacted.
9. Google Ads ad copy: what works and what doesn’t in 2024
Optmyzr analyzed over 1 million Google Ads to uncover key insights into ad copy strategies, focusing on metrics like CPA, CTR, and ROAS. The findings challenge conventional wisdom and highlight opportunities for marketers to improve performance.
The report covered:
Ad strength – its misleading
Pinning Assets – against Google’s recommendations, it could be worth pinning all headlines
Sentence case vs Title Case – sentence case is a clear winner especially for RSAs
Creative length – shorter headlines performed better
8. Google is shutting down websites made with business profiles
This caused the need of a new site for brands who had GBP websites, using platforms like Wix, Squarespace, Shopify, WordPress, Google Sites, or GoDaddy
It took little coaxing to have several advertisers let us know why their trust is at an all time low. Advertisers complained of manipulative practices, lack of transparency, erosion of trust and much more.
The rise in ad spend and growing confidence in paid media suggest advertisers adapted to challenges in 2023, leveraging mobile and emerging platforms like PMax to drive performance.
Advertisers are used to the odd Google Ads reporting glitch here and there, however in August, a unique one happened where competitor data was exposed.
Advertisers were unable to manage campaigns or access critical performance data. Additionally, a serious data breach has exposed unrelated item IDs, product titles, and Merchant Center information, potentially revealing competitors’ sensitive information.
It took a week for the issue to be fully resolved.
In July, advertiser Brais Calvo Vázquez’s discovered that Google Analytics 4 (GA4) includes a hidden report that allows users to compare conversion data exported to Google Ads, helping to identify and explain discrepancies between the two platforms.
This tool, accessible by appending “/advertising/key-event-differences” to a GA4 property URL, provides advertisers with insights to improve campaign accuracy and performance.
Some users have had access to this report for over a year, indicating it may have been in extended testing. Google made no comment to this discovery.
The changes aim to provide advertisers with enhanced transparency and control, allowing them to safeguard their brand reputation. The SPN includes websites and apps that display search ads, extending beyond Google’s main properties like YouTube and Google Discover.
1. Third Party Cookies
There had been back and forth about third party cookies for years now and whether to deprecate it and in 2024, Google had high hopes of going ahead with doing getting rid of it. However, their hopes were dashed almost as soon as they started their tests.
In January the report was Google started phasing out third party cookies. They were axing cookies from 1% of browser traffic, and the speculation at that stage was that they would phase out third-party cookies by the second half of 2024 as a crucial move in its Privacy Sandbox initiative.
“The Privacy Sandbox initiative aims to create technologies that both protect people’s privacy online and give companies and developers tools to build thriving digital businesses.”
However CMA had lots (39 and counting) of concerns, the three key ones being:
Google would still benefit from user data whilst competitors would be limited form this data,
That they will show favoritism towards their ad tech,
Publishers and advertisers won’t able to detect fraudulent activity.
In April the deadline for third party cookie deprecation moved from end of 2024 to 2025, conceding to the concerns the CMA raised in February. The had put evidence together that they were still doing the right by the industry and wanted to give the CMA enough time go over all the documentation they had provided.
Later that same month the concerns increased to 111 with the primary concern now being that Google will become too dominant in the market if their Privacy Sandbox solution went ahead.
After a couple of months of silence, the final decision came – Google scraps plans to kill third-party cookies in Chrome. The new promise is to introduce a new experience in Chrome whilst the Privacy Sandbox AMI will continue to be developed for alternative solutions.
That is a wrap on 2024. Several major talking points there, unsurprisingly mostly focused around Google there. What do we think 2025 will bring us? I reckon a lot more AI updates and experts truly needing to different themselves from those who just use AI as their selling point. It would also be interesting to see whether the Google we know now will have all its brands still intact by this time next year.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2024/12/ppc-news-2024-search-engine-land-dURRNR.jpeg?fit=1920%2C1080&ssl=110801920Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-27 13:00:002024-12-31 17:42:04Top 10 PPC news of the year 2024 on Search Engine Land
