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6 Steps to Win at Real Estate SEO

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Want more buyers and sellers from Google without relying on Zillow or Redfin?

Or more leads for listings that support your cold-calling and door-knocking efforts?

Then, become skilled at real estate SEO.

SEO is about ranking your site in search engine results pages (SERPs). This will attract qualified buyers and sellers to your agency.

Just look at Campion & Company, a small real estate agency in Boston. They outrank Zillow for high-value property searches like “Burrage Mansion.”

Google SERP – Burrage mansion

And that’s just one keyword.

This agency ranks for 19K different search terms on Google—all driving potential buyers directly to their listings.

Organic Research – Campionre – Positions

All thanks to SEO.

In this guide, you’ll learn how to conduct keyword research for high-intent terms, create lead-generating content, and dominate the local SERPs.

But first, let’s take a closer look at the benefits of SEO.

Why Is SEO Important for Real Estate Sites?

Real estate SEO helps your listings show up in search results when people look for homes online.

This includes Google Maps when people search for things like “realtor” in your area.

Why does this matter?

According to a study by the National Association of Realtors (NAR), 100% of Americans who bought a house in 2024 used the internet to search for a home.

And more than half (52%) of recent buyers found the home they ultimately purchased online.

SEO lets you reach these buyers when they’re actively looking to buy.

But it’s also a cost-effective way of capturing online demand.

For example, the cost-per-click of a Google ad for the keyphrase “real estate companies in West Palm Beach Florida” is $5.67.

Keyword Overview – Real estate companies in West Palm Beach Florida – CPC

But SEO can get your business to appear directly under those ads without spending a dime.

Google SERP – Real estate companies

This puts you in direct control of lead generation. Which means no more relying on expensive ads or third-party directory sites.

Sounds ideal, right?

Now that you’ve seen what real estate SEO can do for your business, let’s start with the most important first step:

Conducting a quick technical audit to see if Google can actually find your website.

(Because if it can’t, other SEO strategies don’t matter.)

Step 1: Make Sure Google Can Find Your Property Listings

The best way to check if Google knows your site exists?

The Index Coverage report in Google Search Console.

This will tell you which pages from your site are in Google’s index, which aren’t, and why.

GSC – Page indexing

Some red flags to watch out for:

  • Your indexed pages WAY outnumber your actual pages (this usually means Google’s finding pages it shouldn’t)
  • Google’s only indexed a fraction of your pages (meaning potential clients can’t find most of your listings and services)
  • Important pages show up under “Error,’” “Valid with warnings,” or “Excluded”

Not sure why Google isn’t indexing your pages?

The “Why pages aren’t indexed” report is your friend here.

It’ll tell you exactly what’s wrong—like a redirect error or improper canonical tags—and how to fix it.

GSC – Why pages aren't indexed

If you have unindexed pages, you can manually request indexing.

This is super helpful for new listings you want to appear ASAP.

GSC – URL is available

Pro tip: Don’t have the time or desire to handle SEO issues? Delegate them to a pro. A skilled website manager can tackle indexing issues, implement fixes fast, and keep your site climbing the rankings—while you focus on closing deals.

Step 2: Find Keywords That Drive Leads

To increase leads, you need to show up on Google for the terms homebuyers search for in your area.

But it’ll take a strategic plan to beat the big real estate directory sites.

For example, here’s what the search results look like for “Raleigh homes.”

Google SERP – Raleigh homes

Directory sites dominate the SERPs, including Zillow, Realtor.com, and Redfin.

This means the chances of ranking on the SERP for that keyword are slim.

But there’s a way around this—long-tail keywords.

Research Valuable Long-Tail Keywords

Long-tail keywords are highly specific terms that get fewer searches per month and have less competition. These keywords also tend to be longer.

The lower difficulty of these terms makes them easier to rank for on your property pages than broad terms like “raleigh homes.”

The key is finding long-tail keywords that have decent search volume and low difficulty.

Here’s how:

First, make a list of all the neighborhoods where you have property listings.

Then, use a keyword tool like Semrush’s Keyword Magic to research terms.

Note: A free Semrush account gives you 10 searches in the Keyword Magic Tool per day. Or you can use this link to access a 14-day trial on a Semrush Pro subscription.

Enter a neighborhood into the search bar and click “Search.”

Keyword Magic Tool – Boylan heights – Search

The tool will return a list of keywords and important metrics for each one.

This includes:

  • Search volume: The average number of monthly searches for a specific keyword in Google
  • Keyword difficulty (KD): A score from 0-100 that estimates how hard it would be to rank on the first page of Google for that keyword
  • Search intent: The primary purpose or goal behind a user’s search query—informational (learn), commercial (compare/buy), navigational (find site), or transactional (take action)

Keyword Magic Tool – Boylan heights – Keywords

While the list will typically include some long-tail keywords already, you can add filters to narrow it even further.

Here’s how:

Select the “KD %” filter and type “0-50” in the custom range.

Then, click the “Intent” filter and select “Transactional” and “Commercial.”

Filtering this list for “Commercial” and “Transactional” will limit the list to terms people search when they’re looking to buy a home.

Keyword Magic Tool – Boylan heights KD & Intent filters

Now, you have a list of long-tail keywords you can use to optimize your property page.

For example, “boylan heights raleigh homes for sale” receives 40 searches a month and has a keyword difficulty score of 3, meaning it should be super easy to rank for.

It also has transactional intent, which tells you these searchers are ready to buy.

Keyword Overview – Boylan heights Raleigh homes for sale

Even better?

The SERP for this keyword is a mix of directory sites and local realtors, so you know you’ve got a shot at ranking.

Google SERP – Boylan heights Raleigh homes for sale

Now that you’ve got your target keywords, it’s time to use them strategically on your property pages.

Step 3: Optimize Your Property Pages for Conversions

Landing qualified leads starts with on-page optimization.

Your title tags, meta descriptions, and page structure tell Google and potential buyers exactly what they’ll find on your site.

Getting these elements right puts you in control of your lead generation.

Optimize Title Tags and Meta Descriptions

These on-page elements tell searchers and search engines what each page on your site is about.

They can also help you get more clicks from the SERPs.

A title tag is the clickable blue text that appears in Google search results.

Raleigh Realtys – Listing – Title tag

It should be 50 to 60 characters total since long title tags may be truncated or rewritten by Google.

And it needs to feature your target keyword.

Otherwise, Google might struggle to understand what the page is about—and what searches to rank it for.

Not sure how to write a title tag? Take inspiration from the big directory sites.

Many follow the exact same pattern—”[Place name] Real Estate & Homes For Sale”:

This format is popular because it hits both variations of the typical search people will use to find homes for sale in an area:

  • [Place name] houses for sale
  • [Place name] real estate

Google SERP – Waveland woods houses for sale

A meta description is a snippet of text that appears under the title tag in the SERPs.

This on-page element tells searchers what the page is about and entices them to click through to read your content.

Zillow – Homes for sale – Meta description

While meta descriptions don’t directly impact where a page ranks in Google, it’s still helpful to include your target keyword in them.

Doing this reinforces what the page is about when readers are scanning the search results.

And can drive more clicks to your site.

Keep your meta description under 155 characters to prevent it from getting cut off.

Add Page Headings

A H1 tag is the headline or title of a webpage.

It should describe the page’s contents and include the main keyword.

It doesn’t have to be the exact keyphrase—you can use a variation of your target keyword in your H1 like We Know Boise Real Estate did.

We Know Boise – Target keyword in H1

H2s are the main subheadings that go underneath your H1 to organize your content and make it easy for readers to find what they’re looking for.

Include the location name in some of your page’s H2’s as well:

We Know Boise – H2 subheadings

This makes it crystal clear to search engines exactly what this page is about, which increases your chances of ranking.

Just ensure your page headings read naturally and avoid keyword stuffing.

Include Internal Links

Internal linking connects your location pages together, helping you rank higher in search results.

It also keeps website visitors engaged longer as they explore other pages on your site.

For example, We Know Boise’s Barber Valley page includes hyperlinks to every other neighborhood in East Boise:

We Know Boise – Hyperlinks

When you click a neighborhood, it takes you to a dedicated page on We Know Boise’s site for that location.

We Know Boise – Neighborhood

This lets Google understand the relationship between these pages on your site.

Which will help you rank for your target keywords—and ultimately land more leads.

Pro tip: Don’t gate your content. Requiring visitors to provide personal details to view property listings can negatively impact your SEO efforts. Many potential clients will hit the “back” button and head to one of your competitor’s sites instead, reducing your chances of ranking.

Rank your target keywords

Create Detailed Listing Pages That Convert Browsers into Buyers

The more information you provide on your property pages, the more likely visitors are to book a viewing.

It also helps with lead qualification, as they’ll know upfront if the listing is likely to be a fit.

Include:

  • A detailed description of the property
  • A description of the local amenities
  • High-quality images of the entire property
  • A map showing the property’s location

Look at the big directory sites for inspiration when creating your listings.

For example, Trulia includes high-quality images and essential information like address and price prominently at the top of the listing.

Trulia – High quality images & essential information

They follow this up with a “Local Information” section that includes a map, description of the area, and information on local restaurants, shopping, and schools.

Trulia – Local Information & Description

Next, comes the “Home Highlights” at a glance, such as the HOA fee, price per square foot, and how long the property has been listed.

Then, an expandable drop-down menu with even more details like the number of bedrooms, bathrooms, and more:

Trulia – Drop-down menu

Trulia also showcases what locals say about the area to give prospective buyers an inside look into the area:

Trulia – Showcases

Notably, they also include an interactive mortgage calculator set to the home’s listed price.

Trulia – Interactive mortgage calculator

Doing something similar will help you get more leads from your property pages.

Step 4: Dominate Local Search Results with Your Google Business Profile

Search “[your location] real estate agents” in Google.

The top organic result is almost certain to be a Google Local Pack—a SERP feature that appears for location-specific searches—featuring three local realtors:

Google SERP – New Orleans real estate agents – Local

It goes without saying that you should prioritize landing in one of those three spots through your real estate SEO strategy.

This is especially vital for a local realtor since the rest of the organic results are likely to be dominated by directory sites:

Google SERP – New Orleans real estate agents – Organic

Here’s how to optimize your site to appear in the Local Pack for your area:

Create a Google Business Profile

First things first: Create a Google Business Profile (if you haven’t already).

Here’s how:

  1. Sign into a Google account (if you’re not already logged into one)
  2. Head to the Google Business Profile Manager and click the “Manage now” button
  3. Enter your business name, category, location, and contact information
  4. Verify your business by the method offered to you by Google (usually by a phone call or a postcard sent to your business’s address)

Fill Out and Optimize Your Google Business Profile

Once your Google Business Profile is verified, fill it out with as much information as possible—including all the areas you have listings:

Galiano Realty – Areas they serve

Add plenty of high-quality photos of your team, current listings, and properties sold.

Do this regularly to show Google you’re a legitimate business worthy of ranking at the top of the Local Pack.

Plus, it’ll help sell your company to potential clients—and agents who might be looking for a new agency.

Galiano Realty – Photos

You also have the option of writing a brief description of your business, which will appear under the heading “From [your business’s name]’:

Galiano Realty – From

Include target keywords in this section.

Things like:

  • [Your area] real estate
  • [Your area] homes for sale
  • [Your area] real estate agent
  • [Your area] realtor

Encourage and Respond to Customer Reviews

It’s good practice to ask all your customers to leave you a review on Google.

After all, 35% of people say a real estate agent’s reputation is the most important factor when they’re choosing a realtor to sell their home, according to NAR’s study.

Plus, the more positive reviews you receive on Google, the more likely you are to appear in the Local Pack for relevant searches.

Your business’s overall rating and review highlights will appear on your Google Business listing:

Galiano Realty – Business's overall rating

As a best practice, respond to every review you receive on Google.

This includes the positive ones:

Galiano Realty – Respond to review

And the not-so-positive ones:

Galiano Realty – Respond to negative review

This will show potential clients that you care what people have to say about your business and respond to their feedback.

It’s also another signal to Google that you’re a well-run business that deserves to sit at the top of its local results.

Get as Many NAP Citations as You Can

NAP (name, address, and phone number) citations are a huge deal when it comes to local SEO.

The more websites that list your company’s NAP correctly, the more confident Google is that those details are correct—and that you’re a legitimate business worth sending searchers to.

But manually adding and updating citations isn’t a good use of anyone’s time.

Instead, use a tool like Semrush’s Listing Management, which automates the process.

By connecting your Google Business Profile, the tool will automatically distribute your details to vital directories for your industry.

Search your business to find out how many correct NAP citations it has online:

Listing Management – Galiano Realty

The tool will show you where your NAP details are listed incorrectly—or not at all to help you improve and expand your presence.

Listing Management – Galiano Realty – Results

Use Google Posts to Advertise Property Listings

Google Posts are updates that appear at the bottom of your Google Business Profile.

Galiano Realty – Latest updates

They’re the perfect place for you to advertise your latest listings.

Plus, Google is less likely to display your Business Profile at the top of local search results if it’s inactive. Which means making a Google Post about each of your new listings will help you rank in the Local Pack.

Create a Google Post by clicking “Add update” in your dashboard:

Google Business – Add update

Step 5: Start a Blog to Establish Your Agency as an Industry Leader

Rank for more keywords and strengthen your site’s authority by creating a blog.

Write High-Quality Blog Content

Blog content can drive highly relevant traffic to your site.

The key is finding topics homebuyers are actively searching for online.

Semrush’s Keyword Overview tool is great for this purpose.

Here’s how it works:

Search for your service area in the tool, such as “Cambridge MA.”

You’ll see an Overview report with keyword data.

Click “View all keywords” under the “Questions” report.

Keyword Overview – Cambridge ma – Questions

Now, you’ll see a list of questions people ask Google about this area.

Including the search volume for each term, intent, and keyword difficulty.

Keyword Magic Tool – Cambridge ma – Keywords

Review the list to find questions that would make great blog post topics.

Ensure they’re relevant and aim for low difficulty and moderate search volume.

For example, “What is there to do in cambridge ma” gets 320 searches per month and has a low keyword difficulty score of 20.

Redfin Blog – Low KD & moderate search volume

This means it should be fairly easy to rank for, which is especially important if you have a new site or one that lacks authority.

Create Neighborhood Guides

Neighborhood guides are a tried-and-true way to rank in the SERPs. (Note: these can work well as site pages or blog content.)

For example, Trulia created a neighborhood guide for every neighborhood where they have listings.

That subfolder drives 611.2K visits to the Trulia site each month.

And it has 11K backlinks:

Domain Overview – Trulia – Overview

These pages work.

And your content marketing strategy should revolve around them.

But how can you compete with Trulia, Zillow, and Redfin’s neighborhood pages?

With high-quality, comprehensive content that highlights your local expertise.

For example, New Orleans real estate agency Crescent City Living has a neighborhood guide that outranks all the directory sites for “Seventh Ward New Orleans”:

Google SERP – Seventh Ward New Orleans

How’d they do it?

Well, compare Crescent City Living’s guide to Trulia’s, and you’ll see significant differences:

Seventh Ward vs. Trulia – Collage

Crescent Living’s page was clearly written by someone who knows the area.

It describes Seventh Ward’s colorful Creole cottages and beloved Marching 100 band.

Trulia’s page, on the other hand, is a programmatically generated list of stats.

Which site would you trust to give you the best information about the neighborhood?

Step 6: Track Your Success with Key Performance Metrics

There are literally hundreds of SEO metrics you could track.

And while you’ll want to keep an eye on traffic, rankings, time on page, and more, inquiries and leads are what really matter.

Use Google Analytics (GA4) to see how many site visitors complete a “Key event” on your site.

This could be filling out a form or requesting a property viewing.

Google Analytics – Key events

Pro tip: Not sure how to set up tracking? Read this guide to get started: Google Analytics 4 Events Guide.

Ready to Launch Your Real Estate SEO Strategy?

Optimizing your real estate site can bring in leads year-round.

It can also help you compete with the likes of Zillow and Redfin in the SERPs.

While understanding SEO is half the battle, having the right tools makes implementation faster and more effective.

Check out our guide to the 5 Best Local SEO Tools to secure your spot in Google’s Map Pack and outrank local realtors.

The post 6 Steps to Win at Real Estate SEO appeared first on Backlinko.

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24 Up-To-Date PPC Statistics to Know

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Pay-per-click (PPC) advertising is one of the most effective paid channels helping businesses increase visibility and build awareness.

If you’d like to learn about the state of PPC in 2025, find the latest data on PPC usage, most used ad platforms, and PPC benchmarks, we’ve curated a list of 24 essential PPC statistics to help you answer these questions.

General PPC Statistics

  1. Among surveyed pay-per-click (PPC) marketers, Google (98%), Facebook (76%) and Instagram (70%) are the most widely used advertising platforms (Statista) 

    Advertising Platforms for PPC Marketers

    Here’s a full breakdown:

    Digital Advertising Platform Share of PPC Professionals
    Google (excluding YouTube) 98%
    Facebook 76%
    Instagram 70%
    Microsoft (Bing) 67%
    YouTube 67%
    LinkedIn 48%
    TikTok 31%
    Pinterest 24%
    Amazon 17%
    X (Twitter) 15%
    Reddit 11%
    Apple Search 11%
    Snapchat 9%
    Quora 4%
    Yandex 2%
    Baidu 1%
    Yahoo! Japan 1%
    Other 6%
  2. Among PPC practitioners with a monthly budget between $50K and $500K, Google, Facebook, and YouTube are the top 3 most used advertising platforms (PPCsurvey) 

    Advertising Platforms for PPC Practitioners

    Here are the exact numbers:

    Ad Platform Adoption ($50K – $500K PPC budget)
    Google (excluding YouTube) 99%
    Facebook 79%
    YouTube 75%
    Instagram 74%
    Microsoft (Bing) 73%
    LinkedIn 46%
    TikTok 28%
    Pinterest 20%
    Amazon 15%
    X (Twitter) 11%
    Reddit 10%
    Apple Search 7%
    Snapchat 6%
    Quora 4%
    Yandex 1%
    Baidu 1%
    Yahoo! Japan 1%
    Other 8%
  3. 73% of B2C marketers stated their organization used PPC advertising in the last 12 months (Content Marketing Institute)
  4. 64% of B2B marketing professionals say they used PPC advertising at their organization in the past year, which is only behind the usage rate of social media advertising at 73% (Content Marketing Institute)
  5. 93% of marketers say pay-per-click (PPC) as a marketing channel is “effective” or “highly effective”, making it the 2nd most effective channel after content marketing (96%) (eMarketer)

    Marketing Channels That Are Effective

  6. Only 10% of surveyed marketing professionals identify PPC as a primary focus for their budget allocation (eMarketer)
  7. Among surveyed marketing specialists worldwide, 49% claim it became harder managing PPC campaigns today than 2 years ago (PPCsurvey)
  8. Among in-house teams, the average monthly PPC spend is $950,000, while freelancers usually manage an ad budget of around $575,000 per month (PPCsurvey) 

    Monthly PPC spend: In-house vs. Freelancer

    Here are the exact numbers:

    Monthly PPC spend In-house Freelancer
    More than $3M 5% 3%
    Between $500K and $3M 14% 10%
    Between $50K and $500K 41% 38%
    Between $5K and $50K 29% 33%
    Under $5K 11% 16%
  9. According to surveyed B2B marketers, PPC advertising ranks as the most effective paid channel for content marketing activities, with 61% of respondents citing it as effective, followed by social media advertising (49%), and sponsorships (48%) (Content Marketing Institute)

Search Ads Statistics

  1. Paid search spending in the US is estimated to reach $124.59 billion in 2024, showing an 11.1% year-over-year increase (eMarketer)
  2. The average cost-per-click for advertisements on Google ads stood at $1.16 (eMarketer)

    The average CPC for advertisements on Google ads stood at $1.16

  3. The average cost per click for search ads across multiple industries on Amazon was $1.50 (eMarketer)
  4. The average benchmark bounce rate for paid search is 43.9% (Contentsquare)
  5. The average click-through rate for Google search ads is 3.17%, based on data collected from multiple industries (WordStream)

    The average click-through rate for Google search ads is 3.17%

  6. On average, paid search campaigns are reported to generate a conversion rate of 2.55% (Contentsquare)
  7. Paid search accounts for 29.7% of total media ad spending in the US (eMarketer)
  8. Analysis of over 43 billion website visits found that paid search accounts for 23% of traffic share, behind direct (27.6%) and organic search (26.7%) (Contentsquare)

    Paid search drives 23% of traffic from over 43 billion website visits

  9. The share of new visitor traffic attributed to paid search is 27.6%, which is more than any other marketing channel (Contentsquare)
  10. Paid search accounts for 39.5% market share of digital advertising, more than any other advertising format (display, video or audio) (IAB)
  11. In the US, Google dominates the search advertising market, accounting for 50.5% of the total search ad spending (eMarketer)

    In the US, Google dominates the search advertising market with 50.5%

  12. Amazon’s share of the overall search ad spending in the US is 22.3% (eMarketer)
  13. 75.78% of Google’s revenue came from advertising in Q1-Q3 2024 (Alphabet)

AI Use for PPC Statistics

  1. 75% of PPC professionals say they use generative AI at least “sometimes” for writing ads. Other common use cases include keyword research (60%) and writing emails (52%) (PPCsurvey) 

    PPC Professionals use generative AI

    Here are the exact numbers:

    Use Case Share of PPC Professionals Who Use AI at Least “Sometimes”
    Writing ads 75%
    Keyword research 60%
    Writing emails 52%
    Audience research/analysis 48%
    Writing/editing scripts 45%
    Landing page optimization 41%
    Generating insights and suggestions 41%
    Strategy 38%
    Campaign creation 38%
    Reporting 31%
  2. Among PPC professionals that use AI at least “sometimes” for writing emails, 71% claim they’re satisfied with results generated by AI (PPCsurvey) 
    Use Case Share of PPC Professionals Satisfied with AI Results
    Writing emails 71%
    Writing ads 69%
    Writing/editing scripts 64%
    Keyword research 59%
    Landing page optimization 55%
    Strategy 52%
    Campaign creation 52%
    Reporting 51%
    Audience research/analysis 51%

The post 24 Up-To-Date PPC Statistics to Know appeared first on Backlinko.

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How To Improve Your Travel SEO In 10 Steps

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Travel SEO is about turning strangers into guests.

But it’s no small task competing with major sites like Booking.com, TripAdvisor, and Expedia.

With so many players in the market, standing out in search engine results can feel impossible.

Yet, small players can still succeed.

Live Oak Lake, a boutique resort in Texas built a strong direct booking website that ranks No. 1 for search terms like “waco cabins.”

Google SERP – Waco cabins

They made $1.1 million in their first year and sold the business for $7 million in 2024.

In this guide, you’ll learn exactly how to implement an effective travel SEO strategy, including:

  • How to optimize for travel-specific search intent
  • 10 proven strategies to outrank major OTAs
  • Technical fixes that boost rankings fast

No generic tips. Just proven strategies you can use to increase organic traffic and bookings.

The Travel SEO Playing Field

In the travel industry, the SEO landscape is crowded.

Online travel agents (OTAs), airline websites, and meta-travel platforms dominate search results.

You also have travel blogs, tourism boards, accommodation sites, and tourist attraction websites.

All are fighting for visibility among millions of travel-related searches.

Just look at the 89.3 million monthly searches for keywords containing the word “flights” in the U.S. alone:

Keyword Magic Tool – Flights – Phrase Match – Keywords

But that’s not the only challenge—the playing field itself is constantly evolving.

SERP features for travel-related searches are more diverse than ever. This includes Google’s recent addition: AI Overviews.

These new features reduce clicks on traditional blue links.

As a result, click-through rates (CTRs) drop each year.

Here are key SERP features to keep in mind:

AI Overviews: Concise summaries from Google’s AI for research-based queries

AI Overview – Cost of a trip to Japan

Featured Snippets: Quick answers for informational or question-based searches

Google SERP – Best time to visit Mexico City – Featured snippet

Google Flights & Hotels: Direct flight and hotel listings within the search page

Google – Flights to Barbados

Top Sights, Top Experiences, & Popular Destinations: Popular attractions based on reviews and Google Maps data

Top sights – Experiences – Popular destinations – Collage

People Also Ask & People Also Search For: Related questions to your query

People also ask / People also search for – Collage

Forums: Discussions from trusted sources like Reddit, TripAdvisor, and Quora

Google – Discussions and forums

Some features, like People Also Ask, offer ways to capture organic traffic.

Others, like Google Flights and Google Hotels, keep users within Google’s ecosystem. These limit opportunities for third-party sites.

As these features evolve, staying ahead of the curve is key.

Navigating this shifting landscape requires expertise. Much like guiding travelers through new destinations.

Here’s how to take control of your travel SEO strategy.

Step 1: Define Your Travel SEO Strategy

Creating a solid strategy is essential when tackling SEO for the travel industry.

It helps identify challenges, set clear guidelines, and outline actionable steps.

Diagnose the Challenge

Every website faces unique SEO challenges.

Start by analyzing the current performance of your travel website.

How?

By checking your key metrics.

These include organic search traffic, revenue, and user engagement.

Also, examine mobile usability, loading speed, keyword rankings, and your backlinks.

GSC – Performance report

Next, analyze the competition in the SERPs.

Identify competing websites by evaluating which sites rank for the keywords you’re targeting.

Google SERP – Best hotels in Paris

You can also use Semrush’s Keyword Gap tool.

It finds keywords your competition ranks for, but you don’t.

Here’s how to do it:

Add your website and the URLs of up to four competitors to the tool. Click “Compare.”

Keyword Gap – Booking – Compare

Click the “Missing” tab.

It shows terms that Expedia, Trivago, and Tripadvisor rank for, but your site doesn’t.

Keyword Gap – Booking – Details for – Missing filter

Once you know your competitors’ performance, it’s time to take the next step—keyword research.

Step 2: Conduct Keyword Research

Google advises creating content for users, not solely to rank for keywords.

But if your content isn’t based on keyword research, it won’t rank well or drive SEO traffic and bookings.

Start Broad

Your keyword research will be the base of your SEO content strategy for the coming year(s). So, aim to make it as comprehensive as possible.

Search trends in travel do evolve. But core keywords stay consistent.

If you’re selling a destination like The Bahamas, use all related keywords with its name.

One of the most effective approaches is to use paid tools like Semrush’s Keyword Magic Tool.

It provides data and insights that will help you target the right keywords for your audience.

Keyword Magic Tool – The Bahamas – Keywords

More data isn’t always better.

So, focus on the key metrics: search volume, keyword difficulty, and search intent.

  • Search Volume: The average monthly searches for a keyword
  • Keyword Difficulty (KD%): A measure of how hard it is to rank for a keyword. It’s based on the link profiles of the top 10 ranking pages.
  • Search Intent: The purpose behind a user’s search query. It’s categorized as transactional, informational, commercial, or navigational.

Stick to these essentials to guide your keyword strategy effectively.

Define Commercial Opportunities

The commercial value of a keyword varies for each business.

What may be a high-value commercial keyword for a competitor might not be for you.

For example, let’s say you have top-rated resorts in Mexico. You might see “all-inclusive resorts in Mexico” as a valuable keyword.

Now, imagine you manage one outdated, overpriced resort there. Your chance to profit from this keyword is likely much weaker.

When evaluating a commercial opportunity, ask: Will this page convert visitors?

Categorize each keyword into the following:

  • 0. Not Likely: We don’t offer anything related to the user’s intent
  • 1. Unlikely: We offer something related to the user’s intent, but it doesn’t directly address the user’s needs
  • 2. Potential: We offer a solution that could meet the user’s intent
  • 3. Likely: We provide the best solution for the user’s intent

This approach helps focus your efforts on the most commercially valuable keywords.

Pro tip: Before using a keyword, check its intent. Analyze the top-ranking content in the search results. A keyword like “Mexico vs. Ecuador” might seem perfect for a travel site selling flights to both. However, a quick Google search may reveal that the user intent is related to soccer, not travel.

By knowing what users want, you can avoid irrelevant keywords. This will ensure your content matches user intent.

It also increases your chances of ranking and converting.

Step 3: Create a Keyword Map

Once you’ve gathered your keywords, the next step is to build an SEO keyword map.

Here’s how:

  • List existing pages: Use an SEO spider tool like Screaming Frog. It will list all existing pages.

    ScreamingFrog – Dashboard

  • Filter irrelevant pages: Remove any pages that won’t serve as SEO landing pages. Focus only on those that have the potential to drive organic traffic.
  • Pair pages with keywords: Use Google Search Console (GSC) to find queries that generate the most clicks for each page.
  • Assign target keywords: Assign one keyword from your research to each relevant page.
  • Avoid keyword cannibalization: Target each keyword with only one page. This prevents competition between your own pages for the same search query.

SEO for travel websites often involves optimizing destination-specific and service-related keywords.

These efforts help drive organic traffic to your site.

By mapping keywords to pages, you’ll have a clear strategy. It’ll help you optimize existing content and find gaps for new content.

Step 4: Form a Content Strategy

With your keyword research and keyword map in place, it’s time to create an SEO content strategy.

To maximize organic revenue, prioritize content targeting bottom-of-the-funnel keywords.

These are high-intent keywords where users are closest to making a booking decision.

By focusing on this stage first, you’ll drive more immediate conversions and revenue.

Target Commercial Keywords

In your keyword sheet, filter for keywords with commercial scores of two or three.

This filter will give you keywords with high commercial intent. They’ll match what you offer.

Think “Cancun resorts,” “flights to Hawaii,” “Las Vegas hotels,” or “Punta Cana excursions.”

For each keyword:

  • If a landing page is ranking, optimize its content to boost performance
  • If none of your pages are ranking, decide whether to create a new landing page or optimize an existing one

Finally, create a timeline and roadmap for implementing these optimizations.

This helps ensure steady progress toward your content goals.

Build Topical Authority

After covering your commercial keywords, it’s time to move up to the middle of the funnel.

Focus on keywords like “things to do in Miami,” “best time to visit Japan,” and “best beaches in Puerto Rico.”

These keywords are primarily informational and have lower conversion rates.

But they’re crucial for SEO for travel websites.

Why?

Because they help build topical authority.

Cluster these topics to help search engines understand your content.

Topic clusters

You’ll signal to search engines that your site is a trusted travel resource.

Blog pages often cover these topics best. But you can use landing pages if they fit your strategy.

Create a Topic Map

Up to this point, your SEO content strategy has been based on keyword data.

Now, it’s time to explore new topic ideas by leveraging topic maps.

To do this, use an AI tool like Claude or Chat GPT to uncover relevant topics for specific destinations.

Here’s an example of a prompt you can use:

“Please provide a table listing the key topics related to travel in Mexico. The table should have three columns: categories, subcategories, and subtopics. Each subtopic should have its own row.”

ChatGPT – Prompt – Topic map

Then, copy your topic map to a sheet. Use a ChatGPT plugin like Whimsical Diagrams to visualize it.

Use the following prompt: “Generate a mind map from this table: {paste table}.”

ChatGPT – Whimsical plugin – Mind map

Repeat this process for each destination you serve.

Add any new topics to your content roadmap.

Cover a wide range of content that appeals to search engines and your audience.

This approach fills gaps in your strategy. It keeps your content fresh and competitive.

Tap Into the Travel Content Loop

The travel experience is cyclical.

Here’s how the journey typically unfolds:

  • Inspiration: “That’s beautiful, where is that place?”
  • Education: “Tell me more about this place”
  • Booking: “Let’s go there”
  • Inspiration again: After the trip, the traveler dreams of new adventures. This sparks the loop once more.

Travelers constantly seek beauty, adventure, and new connections.

Your content strategy should reflect this ongoing loop.

Let's book

To build a successful travel content strategy off the back of this loop, think beyond SEO. This is especially true for inspiration, where social media is vital.

SEO is about fulfilling a need for information.

So, focus on education and answering users’ specific questions.

Inspiration, however, often comes to people when they’re not actively searching for it.

That’s why inspirational content must be:

  • Visual and destination-focused
  • Pushed to users, igniting wanderlust

Once the audience is captivated by a destination, they might seek more information. That’s where SEO comes in to guide them further down the funnel.

When planning content, ensure synergy between inspirational and informational content.

For example, let’s say you publish an SEO-optimized article like “The Best Time to Visit Costa Rica.”

Coordinate with your social media team to release visual, inspirational content.

This integrated approach keeps your audience engaged at every stage of their journey. Whether they’re exploring on social media or searching for information online.

Step 5: Establish a Content Creation Process

Your content strategy is ready.

Now it’s time to establish a streamlined content creation process.

Here’s how that might look:

Content Creation Process

  1. Keyword selection: Choose primary and secondary keywords based on your content calendar
  2. Writer briefing: Provide clear, detailed briefs for high-quality content
  3. Write: Focus on comprehensive, unique content that goes beyond top-ranking pages
  4. Edit: Align with the brand’s tone and ensure scannability
  5. Optimize: Fine-tune for SEO—headings, body content, internal links, and meta
  6. Add photography: Use images that follow guidelines and enhance user experience
  7. Publish and promote: Share across social, email, and other channels to maximize reach
  8. Translate: Expand reach by targeting non-English keywords

Pro tip: After headlines, image captions are the most read by users. Add a commercial message or a call to action to your image captions. It will help boost engagement.

To AI or Not AI?

When it comes to your content creation process, a key question is how much of it should involve AI.

The answer depends on your goals.

One thing is certain—it’s tough to stand out in a sea of mass-produced AI content by just publishing more AI content.

Craftsmanship and authenticity are what make content truly stand out.

“To beat AI, become more human.”
– Wesley van der Hoop, PPC + SEO at Unique Vacations Ltd.


For example, let’s say you’re writing about “the best restaurants in Amsterdam.”

Instead of simply copying the list from TripAdvisor, go beyond the surface:

  • Experience the destination firsthand
  • Talk to locals and uncover hidden gems that aren’t widely covered
  • Engage with restaurant owners. Try their signature dishes. Share deeper insights than current online articles.

AI should play the role of an assistant, not the solution.

That said, AI can still assist in the content creation process.

It can help create content briefs, structure the content, and suggest data points.

This lets writers focus on the human elements. They can craft unique, authentic content that AI cannot replicate.

In this hybrid approach, AI handles repetitive tasks.

Meanwhile, your team focuses on insights, experiences, and personal connections.

Step 6: Set Up Tracking and Measuring

Begin by measuring your current performance to understand where you stand.

Define and track both macro and micro conversions. Use your travel site’s analytics tools (e.g., Google Analytics 4).

GA – Traffic acquisition

For most travel websites, the macro conversion will be bookings and revenue.

Micro conversions may include actions like account creation or requests for more information.

They can also involve newsletter sign-ups, brochure requests, and travel guide downloads.

Once tracking is set up, integrate SEO tools like Google Search Console (GSC).

Use a rank tracker to gain deeper insights into what’s happening on the SERPs.

For example, Semrush’s Position Tracking tool tracks keyword rankings over time.

Position Tracking – Rankings Overview – Keywords

Finally, create easy-to-understand dashboards that blend different data sources. They let you track progress and show results to stakeholders at performance meetings.

Step 7: Optimize Your Google Business Profile

Local SEO is essential for improving visibility.

It’s particularly important for attractions, restaurants, bars, and accommodations at popular destinations.

Optimizing your Google Business Profile (GBP) can lead to quick wins.

Here’s how to do it:

Set Up Listings for Each Location

Let’s say your travel company operates in multiple locations.

You should create and optimize a Google Business Profile for each location.

Google Business Profile – Viceroy Rivera Maya

Select the Appropriate Category

Choosing the right primary category (e.g., “Hotel,” “Tourist Attraction,” “Restaurant”) is vital.

GMB – Enter business category

Why?

Because it impacts how your listing appears in search results and Google Maps.

Complete All Profile Information

Ensure your profile is fully completed, including:

  • Business name
  • Address
  • Phone number
  • Website URL
  • Hours of operation
  • Business attributes (e.g., “Free Wi-Fi,” “Pool”)

Write a Compelling Business Description

Custom descriptions aren’t allowed for accommodation and attraction listings.

However, you can still write compelling descriptions for restaurants and bars.

Google – From Per Se

Use relevant keywords to improve search visibility. Ensure it accurately reflects the experience you offer while adhering to Google’s guidelines.

Upload High-Quality Photos and Videos

High-quality photos and videos of your business can boost engagement.

They help customers see what you offer and connect with your brand.

Google – De L'Europe – Photos

These visuals provide potential customers with a more immersive experience. It helps them get a better sense of what you offer.

Be sure to consistently update your media to keep the listing fresh and relevant.

Utilize the Q&A Section

Proactively manage the “Questions & Answers” section by addressing common guest inquiries.

Questions & Answers – Restaurant

Post frequently asked questions yourself.

Cover topics like services, booking policies, or amenities.

Make sure to answer them thoroughly.

Create Regular Updates

Use GBP updates to share offers, events, or new services.

These can improve engagement and keep your audience informed.

GBP updates – Sandals Negril

Encourage and Respond to Reviews

Actively encourage guests to leave reviews, especially after a positive interaction.

Google reviews – Laurel Philadelphia

Respond promptly to both positive and negative reviews.

This shows engagement and demonstrates excellent customer service.

Reviews and responses also boost credibility and influence search rankings.

By following these steps, you can significantly improve your business’s local visibility.

This boosts engagement with potential customers looking for travel services in your area.

Step 8: Ensure Your Content Gets Indexed

A technical SEO audit is one of the cornerstones of your travel SEO strategy.

The reason is simple.

If the copy of a web page isn’t indexed, that page is unlikely to rank in Google’s search results.

In other words, it won’t drive organic traffic and bookings.

So, when auditing a travel website for the first time, use a web crawler like Screaming Frog. It’ll check whether your pages are indexable.

For a more detailed approach, use Semrush’s Site Audit tool. It can help identify technical issues with your site.

Site Audit – Backlinko – Overview

For individual page checks, use Google Search Console. It shows when Googlebot last visited the page and if it’s indexed.

To (re)index the page in GSC, simply click the “request indexing” button.

GSC – URL inspection button

Alternatively, use the “site” operator in Google. Enter this query in the search bar:

site:www.website.com/landing-page

If the page appears in search results, it’s indexed. If not, it isn’t.

Check for Partial Indexing

Even if a page is indexed, not all content may be.

Content that needs JavaScript to load, like a slider or hidden text, is at risk of not being indexed.

To check, use the Web Developer Chrome extension. It will disable JavaScript and reload the page.

Compare it to the original version to identify content not loading—this content is at risk.

You can also use the View Rendered Source Chrome extension. It shows the difference between the raw code and the rendered page.

View Rendered Source – Chrome extension

Headings and paragraphs not in the raw code, but in the rendered code, might not be indexed.

If you suspect specific copy isn’t indexed, use the “site” operator in Google with a query like:

site:www.website.com/landing-page/ "insert copy at risk here"

If the copy shows up where you’d normally find the meta description, you should be good!

If Google returns no results, that content and its links may not be indexed.

Prevent Duplicate Content

Duplicate content can negatively impact your rankings.

How?

Google can struggle to determine which of your pages to prioritize.

Three duplicate pages will all struggle to rank

It can also lead to crawling, indexing issues, and loss of link equity.

In severe cases, it can also trigger manual penalties.

The seven most common types of duplicate content on travel websites are:

  • Destination descriptions: Frequently reused descriptions of popular travel destinations across multiple accommodation pages
  • URLs with filtering parameters: Filtering options (e.g., “?sort=price”) generate different URLs. These may show similar content.
  • Pagination: Ensure paginated lists of destinations or accommodations are distinct or canonicalized
  • URLs with UTM parameters: Parameters like “?utm_source=social-media” track traffic. But they can also create duplicate content issues.
  • Split URL tests: A/B testing may create duplicate content. It does this by generating alternative versions of the same page.
  • Dynamic URLs with session IDs: When indexed, they can cause duplicate content issues
  • M-dot URLs: They’re rare today. But if used, link them to their desktop versions.

Use Semrush’s Site Audit tool to identify duplicate content. Mitigate it by implementing canonical tags.

Site Audit – Issues – Duplicates

Use Structured Data

Structured data helps search engines better understand and display your content.

For travel websites, this can lead to rich results like pricing and star ratings.

These features can help boost click-through rates.

Structured data lead to results

Structured data can also improve your site’s rankings.

How?

By providing search engines with clearer context for your content.

Pro tip: To further enhance SEO, implement structured data using the LocalBusiness schema. This helps search engines understand and validate your business information. It includes key details like category, location, and operating hours. Properly structured data can positively impact your rankings in local searches.

Step 9: Optimize UX with a Mobile-First Approach

Users have been living in a mobile-first world for some time, and Google was quick to follow.

Travelers may book on desktop. But they often make the decision to book on mobile.

Focus on quick load times and ensure strong Core Web Vitals performance.

Search engines like Google favor fast-loading content.

GSC – Core Web Vitals

Here’s how to get started:

Leverage User Data

Analyze your website using Google PageSpeed Insights.

Look at the “Core Web Vitals Assessment.”

It’s essential for understanding how your website performs in real user environments. This data can help you optimize speed and user experience.

PageSpeed Insights – Backlinko

You can see the performance metrics for a site’s Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS).

These are key indicators of how well your site loads and provides a smooth user experience.

For example, the LCP score here shows 3.8s, which is above the recommended threshold. Meaning there’s room for improvement.

Improving these metrics will boost your site’s performance.

It’ll also make your site more search-engine friendly and enhance the user experience.

Make Loading Times a Priority

You can’t do it alone.

You’ll have to get IT resources to improve the loading time of your landing pages, which are likely to be scarce.

If fast loading times aren’t a priority for the business, they won’t be for IT either.

Simply submitting a ticket won’t solve the issue.

Instead, foster a culture where speed is continually measured and improved.

Optimize Landing Pages for Mobile

Ensure the most important content is visible on the first screen users see.

For travel, this often means starting with an engaging visual to capture attention.

It helps users imagine being at their dream destination.

Additionally, highlight your unique value proposition, and provide a clear call-to-action.

Reinforce your credibility with reviews, awards, or endorsements.

Here’s an example from JetStream Voyages:

 

Optimize landing pages for mobile

Step 10: Strengthen Your Backlink Profile

Content demonstrates relevance, while links signal authority.

Both are essential to rank well in Google search results.

Leverage Existing Relationships

Improving SEO for travel agencies means building relationships.

It also means getting links from trusted business partners.

Leverage existing relationships with tourism boards, suppliers, and partners to earn backlinks.

Like this:

Leverage existing relationships

Use Digital PR for Industry-Wide Authority

In the travel industry, digital PR campaigns are one of the best ways to establish authority.

They aim to boost your brand’s visibility and credibility.

How?

By earning high-quality backlinks from reputable websites.

Digital PR campaigns are typically built around link-worthy assets, such as:

  • Data-driven travel insights and reports
  • Unique tools or calculators
  • Interactive maps
  • Comprehensive travel guides
  • Sweepstakes

Work with your PR team. Create campaigns that resonate with your target audience and the media.

For example, Sandals Resorts ran a campaign to find a professional cocktail critic.

Digital PR Campaign

One person was “hired” to collaborate with Sandals’ expert mixologists. Together, they tested and refined a range of cocktails.

This unique and engaging story captured the attention of numerous high-authority travel publishers.

As a result, it drove significant backlinks to their site.

Target Commercial Pages with Guest Posts

To build links to your commercial pages, try guest posting on travel sites.

Guest posting on travel sites

This method lets you target specific keywords. It also generates referral traffic from relevant audiences.

Use internal linking, partnerships, digital PR, and guest posting.

This will help build the authority needed to compete in Google’s search rankings.

Turn Strangers Into Guests with Travel SEO

Mastering travel SEO is about more than ranking for keywords.

It’s about connecting with travelers at every stage of their journey. From inspiration to booking and beyond.

The travel industry is always changing.

But one thing is constant: Travelers want connections, experiences, and reliable information.

Many companies use travel SEO services to rank higher. But the tips in this guide will help you get similar results on your own.

Use creativity and data-driven strategies. Be authentic. Transform your travel website into the top resource.

It can help turn strangers into loyal guests.

Ready to take your travel SEO strategy to the next level?

Download our content marketing template to map out your content.


The tool will help you organize and execute your plan for optimal results.

The post How To Improve Your Travel SEO In 10 Steps appeared first on Backlinko.

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How Do Search Engines Work? (Quick Guide for Beginners)

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Search engines help users find webpages related to specific search terms (called queries).

Understanding how search engines work can help you make your pages more accessible.

And ultimately direct more potential customers to your site.

This guide explains how search engines discover, store, and rank content. You’ll also get tips on how to increase visibility in search results.

How Do Search Engines Work?

Search engines provide users with a list of relevant webpage results related to their search queries (i.e., the words they type into the search bar).

Google SERP – Breakfast recipes

They accomplish this by following a three-step process:

  1. Crawling: Discovering and downloading the content of webpages
  2. Indexing: Analyzing and storing that content in a database
  3. Ranking: Ordering results based on their relevance to a user’s search query

How search engines work

Each page must pass through these stages to appear in search engine results pages (SERPs).

Discovering Webpages

Search engines use web crawlers (also called bots or spiders) to follow links across the web and find new URLs.

When a crawler discovers a new URL, it downloads the page’s text, images, and other elements.

The crawler then follows links on that page to find more URLs.

Crawler discovering links

If your site relies heavily on JavaScript, Googlebot will take additional rendering steps to ensure it sees all of your content.

Some situations prevent successful crawling. For example, website owners can use meta robots tags to block crawlers like Googlebot.

Server errors can also prevent crawlers from accessing content.

Crawl Budget

Crawl budget is the amount of time a search engine’s crawler spends within a specific time frame.

Two main factors influence crawl budget:

  • Crawl demand: How popular and fresh the site’s content is
  • Crawl capacity: How quickly the site responds to crawler requests

Large websites with many pages may see slower crawling. Small sites usually have enough crawl budget for all pages.

Sitemaps

A sitemap is a file listing important pages on a website and guides crawlers to key content.

This is a sample of Backlinko’s XML sitemap:

Yoast – Sitemap

Including important pages in a sitemap can help search engines index them faster.

To learn how to create a sitemap, read our guide to the top sitemap generator tools.

Pro tip: Semrush’s Site Audit tool can help you identify and address crawl budget issues or sitemap errors.

Organizing Web Content

After crawling, search engines analyze pages to understand their topics. They store processed information in a large database called the index.

All search engines follow the same general process for indexing.

They record details like keywords, metadata, and page quality signals.

They also note technical factors such as Google’s Core Web Vitals and country associations.

What Prevents a Page from Getting Indexed?

Search engines don’t index every page they crawl because they only want to show users high-quality pages.

A page might not be indexed if:

  • The page is low-quality or violates Google’s content policies
  • The page returns an HTTP status code error (4xx or 5xx)
  • The page design creates issues for successful indexing
  • The site owner has requested the page not be indexed (via a noindex tag)

Among other possible reasons.

Indexing isn’t guaranteed, so make sure your pages meet Google’s search quality standards to increase your chances.

How to Get Indexed by Google

To get indexed by Google, you have two options:

  • Wait for Googlebot to discover your pages naturally
  • Submit your site for indexing in your Google Search Console account

Both options can take days or even weeks.

To learn more about URL inspection, check out our Google Search Console guide.

Determining Which Content to Rank

Ranking determines the order of results that appear in response to a search query.

Each search engine uses proprietary ranking algorithms and updates them frequently.

Google SERP – How to style a grandfather clock

Search engines use a variety of ranking factors to determine the order of search results, but some are more important than others.

Google weighs the following factors heavily:

  • Keywords: Terms that represent the page’s main topic
  • Search intent: The user’s purpose (e.g., answering a question, finding a product, etc.)
  • Location: The searcher’s geographic location
  • User history: Past searches and visited pages

Other factors like backlinks, page load times, content quality, and some meta tags are also used in ranking.

For a comprehensive list, see our ranking factors guide.

Why Search Results Change Over Time

Search engines want to show users the most accurate, up-to-date information possible, which may lead to changing the order of search results.

For example, “best restaurants near me,” results change as you move locations, new restaurants open in your area, or customer reviews change.

Google SERP – Best restaurants near me

Also, changes to ranking algorithms may reorder search results drastically.

When Google updates its algorithms, it usually offers guidance to site owners in its Search Central Blog.

Presenting the Best Answers

Search engines show more than simple links.

They display special SERP features to present answers quickly and enhance the user’s experience.

For example, a user searching for “sugar cookies” may be looking for recipes, nutritional facts, or a list of ingredients.

Google returns varied results to satisfy all of these potential intents.

Google SERP – Sugar cookies

But a user searching for “buy sugar cookies” has transactional intent.

Google returns product results to make it easier for users to locate key information about the product.

Google SERP – Buy sugar cookies

SERP features can make the search experience more enjoyable for users.

Common types include:

  • Popular Products: A list of products with key information like price, reviews, and shipping information
  • Organization: A knowledge panel with key information about a business like founders, history, social media profiles, and more
  • Local Business: A knowledge panel featuring key information about a local business like address, phone number, and hours of operation
  • FAQs: A list of questions and answers about a topic

Paid search results may also appear at the top of the SERPs.

To qualify, sites need to set up Google Ads campaigns and bid for specific keywords.

AI Overviews, featured snippets, and People Also Ask boxes often appear for informational searches.

Like this:

Google SERP – What is content automation

These features deliver quick answers and can increase visibility for pages that earn these placements.

Turn Your Search Engine Knowledge into Rankings

While many factors could be at play, understanding how search engines work is an essential first step to helping your content rank higher for the keywords that matter most to your audience.

Armed with this knowledge, you can boost your site’s visibility and get your pages in front of the right people.

The next critical step?

Making sure your website’s technical foundation helps search engines efficiently crawl, index, and rank your content.

Check out our technical SEO guide to optimize your site for better search visibility.

The post How Do Search Engines Work?<br> (Quick Guide for Beginners) appeared first on Backlinko.

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Make 2025 the year your video creative shines by Edna Chavira

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MarTech Webinar--Learn what makes videos effective on CTV
MarTech Webinar--Learn what makes videos effective on CTV

As you set your 2025 professional goals, why not add one more—elevating your advertising creative? A fresh, intentional approach can be the key to standing out in an increasingly competitive landscape.

Connected TV (CTV) is the perfect platform to make it happen, combining the precision of digital targeting with the storytelling power of high-quality video. Whether you’re already using CTV or exploring it for the first time, the right creative strategy can make all the difference.

Join Realize Your Creative Vision in 2025 to learn:

  • What makes video ads effective
  • How often to refresh your creatives
  • A real-world success story of a brand turning creative into a competitive edge

Start 2025 with a creative strategy that drives results. Save your spot here!

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New Google Ads feature spotted: Asset history

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What 54 Google Ads experiments taught us about lead gen

A new “Used since” column reveals when assets were added to Google Ads accounts, giving advertisers crucial historical context for managing their creative assets.

The addition of this timestamp feature addresses a common pain point for digital marketers who inherit or audit accounts, as they previously had no easy way to determine how long specific assets had been in use.

Details. The new column appears at the asset level within Google Ads accounts, providing a clear date stamp for when each creative element was implemented.

Why we care. Understanding the timeline of asset implementation helps you track performance over time and maintain fresh, relevant creative content.

First seen. This update was first seen on PPC News Feed.

What’s next. This feature could signal Google’s broader commitment to increasing transparency and giving advertisers more tools for historical analysis of their accounts.

Bottom line. For agencies and in-house teams managing multiple accounts or transitioning between account managers, this feature streamlines the process of understanding asset history and planning creative refreshes.

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Want to speak at SMX Advanced in-person? Now’s the time to submit your most advanced session ideas.

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SMX Advanced, the premier conference for experienced senior-level search marketers, is hosting its first in-person event since 2019 – this June 11-13, 2025, at the Westin Boston Seaport!

We’re excited to bring the most advanced SEO, PPC, and AI tactics to the search marketing community – and here’s where you come in. 

Search continues to change at a break-neck pace as we learn how to integrate AI into our processes, optimize for AI Overview and other generative engines, and stay ahead of Google algorithm updates. On the PPC side, getting the information needed to make data-driven decisions is getting even harder, and we have fewer things we can control.

If you know how to solve complex search challenges and have implemented leading edge techniques, we want to hear from you. Even if you’ve never spoken at SMX (in-person or online), consider submitting a session topic idea. We are always looking for new speakers with diverse points of view.

The deadline for SMX Advanced pitches is March 5. The earlier you submit proposals, the better. Spots fill up quickly.

Here are a few tips for submitting a compelling session proposal:

  • Make sure it is a truly advanced topic geared toward intermediate to advanced search marketing professionals.
  • Present an original idea and/or unique session format.
  • Include a case study or specific examples.
  • Be realistic about what you can present in 20 minutes. 
  • Provide tangible takeaways and a plan of action.
  • Include what an attendee will be able to do better as a result of attending your session.

Read our guide to speaking at SMX for more details on how to submit a session idea. If you’re ready to get started, begin by creating your profile and submitting your session pitch.

If you have questions, feel free to contact me directly at kathy.bushman@semrush.com. I’m looking forward to reading your proposals!

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How to optimize PPC forms and follow-ups for lead gen in 2025

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How to optimize PPC forms and follow-ups for lead gen in 2025

No matter how perfectly crafted your PPC ads are, their success hinges on what happens after the click. 

In 2025, optimizing your forms and follow-up processes is the key to turning traffic into high-quality leads and ensuring your campaigns deliver real results.

Why optimizing forms and follow-ups is essential

Google’s mantra, “Focus on the user, and all else will follow,” rings especially true in lead generation. 

While PPC marketers often focus on perfecting ad copy, audience targeting, and bidding strategies, many overlook a crucial element: the post-click experience. 

No matter how strong your campaigns are, they won’t deliver their full potential if your forms and follow-up processes aren’t optimized.

Google estimates that businesses earn an average of $8 in profit for every $1 spent on Google Ads. 

Still, this kind of return is only achievable when the entire user journey – from click to conversion – is seamless and user-centric. 

PPC success doesn’t end when a user clicks on your ad; it starts there.

Lead forms offer valuable data, and small tweaks to their design, functionality, and follow-up strategy can make all the difference. 

In 2025, it’s time to shift focus from experimental PPC strategies and invest in:

Refining these touchpoints will be key to attracting higher-quality leads and boosting your campaign results this year.

With optimized forms and strategic follow-ups, every click from your PPC campaign delivers value. 

Whether you’re collecting leads through forms or other tools like chatbots or call tracking, the goal remains the same: guide future customers smoothly through your lead-gen funnel.

Here are the five key methods to perfect in 2025: 

1. Crafting PPC forms for maximum conversions

The era of a one-size-fits-all approach is over.

Forms must be tailored to the specific needs of each industry, customer segment, and sales process to effectively serve both the user experience and the sales team’s ability to close deals.

It’s common knowledge that every additional field in a form introduces potential friction. Reducing the number of fields can significantly boost conversions. 

However, simplicity must be balanced with the data necessary to qualify a prospect. 

Different industries and businesses require varying levels of personalization.

Real estate or local services 

  • The “sweet spot” for most industries is between 3 to 5 fields. However, this isn’t a one-size-fits-all rule. Simplified forms may overlook key insights needed to move leads down the funnel. 
  • A/B testing a basic form (name, email, ZIP code) against a more detailed one (asking about intent and timeline) can help determine whether complexity improves or hinders conversions. 
  • Another approach is using a multi-step funnel, where initial engagement leads to deeper qualification questions.

B2B SaaS or high-ticket services

  • These industries require more nuanced testing. 
  • If a single landing page form doesn’t deliver quality leads, try multi-step forms to gather detailed information over time without overwhelming users.

Pest control service

  • A single-field form asking for a ZIP code to generate instant quotes works well, as users in urgent situations prioritize speed and simplicity over additional questions.

Education SaaS campaign

  • For an ebook offer like “How to double campaign ROI with automated email workflows,” a form asking only for a name and email maximizes conversions. 
  • The user is in the early stages of the funnel, so simplicity reduces friction and captures basic contact info for future nurturing.

Higher education

  • Universities may require more flexibility in how they present questions. 
  • Multi-step forms, broken into smaller sections on different landing pages (e.g., Step 1: Contact Information, Step 2: Program Interest), can help guide users without overwhelming them.

In addition, dynamic forms that adapt based on user input can also enhance engagement and personalization. 

For example, tailoring follow-up questions when users select “Undergraduate” or “MBA” ensures that the form remains relevant to their needs, providing a more customized experience.

Finally, A/B testing different landing page strategies (i.e., comparing multi-step forms to single-step forms) helps determine which approach works best for your audience. 

Platforms like Google Ads, Microsoft Advertising, and LinkedIn Ads offer built-in experimentation tools to make testing easier. 

By leveraging these tools, marketers can refine their forms and landing pages to create a seamless, user-friendly experience that drives higher conversion rates.

Dig deeper: Paid search for lead gen: Tips for new accounts with limited budgets

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2. Personalizing follow-ups with AI automation

Personalization is no longer a “nice-to-have” in CRO; it’s an expectation. 

AI tools allow businesses to automate follow-ups by using the data collected from forms to deliver highly targeted actions, moving leads from marketing-qualified to sales-qualified. 

Below are best practices for AI-powered follow-ups.

Instant responses

  • Outside of ensuring your webpage speed is optimized, try implementing AI-driven chatbots or automated emails to engage with leads immediately after form submission. 
  • This prompt engagement can significantly enhance user experience and conversion rates.

Multi-channel outreach

  • Combine email automation with SMS or social media follow-ups to increase touchpoints and meet leads where they are most active. 
  • This diversified approach can improve engagement rates and lead to nurturing effectiveness.

Hyper-personalization

  • Use AI to analyze user behaviors, preferences, and contexts.
  • This enables the delivery of highly personalized content and offers by leveraging tools such as heatmaps, live user tracking, and funnel analysis. 

Behavior-based sequencing

  • If a user doesn’t engage with the first follow-up, AI can trigger tailored messages based on their behavior. 
  • Use multi-channel outreach with AI automation to email follow-ups with SMS.

Dig deeper: Hyper-personalization in PPC: Using data to deliver tailored ad experiences

3. Beyond forms: Lead gen strategies without traditional forms

Not all lead gen businesses rely solely on forms.

Many companies operate in industries where forms aren’t the primary conversion tool.

Here’s how to optimize other lead collection methods:

  • Click-to-call campaigns: They are typically best for service-based businesses with clear “call now” CTAs in the ads and landing pages that use call tracking numbers to analyze ad performance. 
  • Chatbots and conversational ads: Chatbots could be a supplemental move for ecommerce where a user may have quick questions in real time before making a purchase. 
  • Paid social ads: Industries like education or business consulting, where simplicity is valued, can benefit from social ads on Meta or LinkedIn. These platforms allow users to submit their information without leaving the site, reducing lead friction. For international leads, click-to-WhatsApp messaging can minimize friction further.

While optimizing your forms and follow-ups is crucial, ongoing analysis of your campaigns is equally important. 

This helps refine A/B testing strategies and continuously improve lead quality through:

  • Offline conversion tracking: Integrate CRM data into Google Ads to identify campaigns and keywords generating high-quality leads. 
  • Qualifying fields: Add fields like budget or timeline to filter unqualified leads.
  • A/B testing: Test variations of form fields, layouts, and CTAs to improve conversion rates without sacrificing lead quality.

Dig deeper: Lead gen advertising in the automation era: How any brand can succeed

Final thoughts

PPC success requires more than strong ads. You need a strategy that goes beyond Google or Microsoft Bing.

By optimizing forms, using AI for personalized follow-ups, and exploring new lead-gen tactics, you can turn every click into real results.

This year, focus on refining your campaigns to generate leads that make an impact, not just traffic.

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Google Ads Search Max – new match type spotted

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Google Ads (Credit: Shutterstock)

Google could soon launch a new feature in Google Ads called “Search Max,” designed to deliver smarter, more adaptable ad performance in response to the evolving search landscape.

What’s happening:

  • A Search Max option has appeared in the match type report for some advertisers, hinting at an upcoming rollout.
  • Lars Thoning Dybro first spotted the update, with Adriaan Dekker sharing additional details and a screenshot on LinkedIn.

What we know. We know little so far, as Google has not commented on this update. However, ecommerce expert Mike Ryan speculated that it’s an iteration of a “Smart Matching” match type test that he saw in 2021:

Why we care. Given Google’s track record with automated solutions like Performance Max, Search Max could indicate a major shift in how search advertising is conducted, potentially requiring advertisers to adapt their strategies and prepare for match types working in a brand new way.

Between the lines. While official details are sparse, this move aligns with Google’s trend toward automation and AI-driven advertising solutions, like Performance Max.

What’s next. Keep an eye on your Google Ads account for updates as this feature continues to surface. If Search Max is widely implemented, it could reshape search campaign strategies by streamlining ad creation and targeting.

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Google introduces ‘Source’ column in Performance Max search terms insights

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Optimizing your Performance Max campaigns with Google Ads, GA4 data

Google rolled out an update to Performance Max campaigns, introducing a new “Source” column in the Search Terms Insights. This enhancement aims to provide advertisers with greater transparency about why their ads are triggered for specific search categories.

What’s new:

  • The “Source” column explains Google’s reasoning for triggering ads for a particular search category, offering insights into ad performance and targeting logic.
  • Advertisers can use this data to better understand how search categories align with their campaign goals and audience targeting strategies.

How to access it. Check if the new column is available in your account by navigating:

  • Campaign > Insights and Reports > Insights > Search Terms Insights > Search Category

Why we care. The new “Source” column helps you understand the logic behind Google’s ad-serving decisions, enabling better optimization of campaign targeting and budget allocation.

First seen. This update was first brought to our attention by Natasha Kaurra on LinkedIn:

Zoom out. This update follows Google’s ongoing updates to provide advertisers with better tools to optimize campaigns and demystify ad triggers in Performance Max. By offering clearer insights into search term associations, Google aims to enhance campaign precision and advertiser confidence.

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