SEO never stands still, and neither do we here at Yoast. In our November 2025 edition of the SEO Update by Yoast, our principal SEOs, Carolyn Shelby and Alex Moss, broke down the latest shifts in search, structured data, and AI. Whether you’re running an e-commerce store, managing a content-heavy site, or just keeping up with Google’s ever-changing rules, this edition highlights what actually matters.
Google updates
Google is refining its search results, phasing out certain structured data features, including FAQ snippets and COVID-19 updates. But that doesn’t mean you should strip structured data from your site. It still plays a role behind the scenes, especially for AI retrieval, and could make a comeback later.
For online stores, the message is clearer than ever: product schema is non-negotiable. Search Engine Journal’s Matt Southern explains that Google’s new AI shopping tools, such as agent-based checkout and side-by-side comparisons, require that your product data be complete, consistent, and easily visible. That means no hiding key details behind tabs or toggles. If it’s not easily crawlable, Google’s AI won’t use it.
Search Console updates
Search Console got a few useful upgrades this month. Query Groups now clusters search terms by topic instead of individual keywords, making it easier to spot content gaps and adjust your strategy. Brand Query Filters help distinguish between branded and non-branded searches, which is handy for tracking misspellings or seasonal trends.
Custom Annotations, previously only available in GA4, now allow you to log site changes directly in Search Console. This is great for connecting updates to performance shifts. E-commerce sites also get a small win with shipping and return details, which can now be added without a Merchant Center account. It’s still rolling out, so test it carefully to avoid missteps.
Google and AI
AI continues to reshape search, and Google’s AI Overviews play a significant role in this transformation. Search Engine Roundtable’s Barry Schwartz’s story on Robby Stein from Google emphasizes that these overviews draw from clear, structured content, such as headings, lists, and direct summaries. Word counts don’t matter as much as clarity and extractability.
The downside? According to Danny Goodwin, in Search Engine Land, AI Overviews have slashed organic click-through rates by 61% and paid CTR by 68%. The takeaway isn’t to chase clicks but to optimize for visibility in AI answers. If your content is easy to extract and cite, you’re in a better position.
Beyond Google
Beyond Google, ChatGPT’s new SDK enables developers to build apps within the platform, which could be particularly useful for larger companies seeking to streamline AI integrations. Meanwhile, Adobe’s acquisition of Semrush might push the tool toward enterprise users, so smaller teams should watch for pricing changes.
The next SEO Update by Yoast is scheduled for December 15, 2025, at 4:00 PM CET. Until then, the focus remains on structured data, clear content, and adapting to AI-driven search. For e-commerce sites, this means ensuring that product data is accurate and up-to-date. For content creators, it’s about writing for extractability. And for everyone? Keeping an eye on Search Console’s new tools to stay ahead.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-11-27 16:35:302025-11-27 16:35:30SEO Update by Yoast November 2025 edition recap
You found a digital marketing agency that feels like the one.
The pitch was perfect. They “get” your goals. Their case studies are impressive.
But a few weeks later, reality starts to set in: slow responses, recycled strategies, and reports that don’t show any tangible results.
This scenario is painfully common, but it’s not inevitable.
Choosing an agency that performs as well as they sell is possible — if you know what to look for.
In this guide, I’ll cover:
Red flags that signal an agency might overpromise and underdeliver
Green flags that separate the great partners from the mediocre ones
Must-ask questions to help you spot these flags before you sign the contract
You’ll also get real-world advice from experienced marketing leaders who’ve seen both dream partnerships and nightmare contracts.
By the end, you’ll know exactly how to choose a digital marketing agency in 2026. One that drives results instead of draining your budget.
First up: Vital questions to ask before jumping into a partnership.
Before You Hire a Digital Marketing Agency, Ask These Questions
Finding the right agency starts with understanding what you need and why.
Do You Have Product-Market Fit and a Clear Target Audience?
Even the best agency can’t sell a product that doesn’t solve a real problem for a defined audience.
If product-market fit isn’t there, your results will stall.
Ask yourself:
What pain points do we solve?
Who’s willing to pay for this?
Who else is competing for this audience?
Use a market analysis tool like Semrush’s Market Overview to confirm there’s real, sustainable demand.
For example, a quick search for Purina pet food shows strong growth and evenly distributed traffic — a clear sign of opportunity.
That’s the kind of demand signal you want before investing in outside help.
Do You Have a Clear Goal for Your Marketing Strategy?
A marketing agency can help you refine your goals.
But you’ll get better results when you already know what success looks like.
Vague goals like “increase website traffic” sound good, but they’re too broad to measure. Instead, set SMART goals — specific, measurable, achievable, relevant, and time-bound.
Here’s what a SMART goal looks like in action:
“Generate 120 qualified demo requests per month within four months by improving landing page copy and optimizing Google Ads.”
Clear goals like this help you find the right agency. And give them a focus to rally around and drive results.
Do You Have the Bandwidth to Manage an Agency?
Working with an agency isn’t a set-it-and-forget-it kind of task.
Regular, consistent communication with your agency is part of this process.
Sure, the level of autonomy will depend on the agency and the work.
But generally, the best agencies keep the door to conversation open.
Here’s what you can expect:
Provide materials and align on strategy and deliverables up front
Join weekly or biweekly check-ins (typically about an hour)
Review work and share feedback monthly
Pro tip: Assign one internal “agency owner.” Their job will be to keep decisions moving, share context fast, and unblock workflows.
Do You Know What Marketing Services You Need?
“Full-service marketing” sounds great. Until you realize you’re paying for tactics that get you nowhere.
There are many types of digital marketing agencies:
SEO and content: Drive organic growth through optimized content
Branding and design: Shape your visual identity and messaging
Video: Create video content that converts
Consultant: Help define priorities before execution
But before you pick one, identify what’s already working (and what’s not).
The more specific you are about your needs, the easier it is to find a partner whose strengths align with your goals.
Start by looking at your top-performing channels, campaigns, and content in analytics tools.
If content and partnerships drive results for you, that’s a hint about where to invest.
Next, check what’s working for your competitors.
For example, Semrush’s Organic Social tool reveals how your competitors generate traffic from social media.
And tells you exactly which platforms send the most traffic to their websites.
If others in your space are thriving on social while you’re not, that’s a clue to where you could expand.
Pro Tip: Before looking for an agency, ask yourself: Do I need strategy, execution, or both?
Is Your Internal Team Aligned on What You Need?
Clear goals mean nothing if your team isn’t aligned.
Without internal buy-in, even the best agency partnership can derail fast.
Marketing leader Eric Doty learned this the hard way.
After hiring an agency for a logo redesign (and spending weeks on revisions), leadership revealed they wanted to keep the full company name.
“In the end, we wasted around $15,000 on these iterations when all the company really wanted was to change the font.”
Avoid this by:
Defining who owns the agency relationship
Deciding who signs off on deliverables
Getting stakeholder input before work gets started
Once you’re aligned internally, you’re ready to align externally with your agency.
6 Red Flags That a Marketing Agency Will Waste Your Time (and Budget)
The sales call sounds great.
But how do you know whether the relationship will work long-term?
Don’t go in blind. Here are six warning signs and how to spot them.
1. They’re Not Willing to Invest Time in You
This isn’t something an agency will just come out and say directly. But there may be indications that they’ve currently got too much on their plate.
(And you’re about to be thrown onto the back burner.)
For one, look for a high amount of employee turnover. Employees leave when stress is high.
Check LinkedIn to learn about their employees and watch for downward growth trends.
You’ll also want to pay close attention to the discovery call.
If it’s all about them and nothing about you, that’s a sign they’re not taking the time to understand your business.
An agency that “yeses” you to death without adding ideas or offering pushback is another red flag.
They’re likely more focused on producing work as fast as possible than on providing a sustainable strategy.
Pro tip: Ask for a sample strategic recommendation on the call. Something lightweight like: “How would you improve our blog content?” The right agency will share high-level insights — not just a sales script.
And it’s never a good sign if they get defensive when you ask questions.
This can be an indicator that they’re not willing to invest time in the relationship.
I once hired an agency to help run paid social ads, and they did the absolute bare minimum. I had to point this out to get any attention, and by then, our three-month trial engagement was practically over, and we saw no results. While I don’t know for a fact it’s because we were on the lower end of their engagement value, it seems likely.
Looking at recent testimonials or mentions of the agency can help.
But sometimes, asking pointed questions is the best way to get an answer.
For example:
What’s your typical engagement type?
How long are your typical engagements?
How many clients does your team normally work with at once?
By asking these questions, you’ll get a better sense of the agency’s bandwidth.
2. Their Offerings Haven’t Evolved (or Have Evolved Too Much)
It’s no secret that marketing has evolved over the past few years.
And AI has only accelerated those changes.
So, if an agency hasn’t evolved its strategy to match the industry, it’s a sign they’re coasting on an outdated approach.
Want to find this out before the discovery call?
First, check the age of their case studies. Older case studies indicate a strategy that hasn’t changed.
Next, look at the wording on their services page.
If it sounds generic or dated, that’s a red flag.
In the example below, wording like “Taking over Google” is no longer fully relevant.
Plus, there’s no mention of local search or AI results.
(Which is odd, since they target local businesses.)
Pro tip: Trend chasing is another huge red flag. If you see a digital marketing agency that’s majorly pivoted without the data or case studies to back up those decisions, then you may want to steer clear.
Make sure they’re thinking ahead — not clinging to old playbooks — by asking:
How have your offerings changed in the past year?
How has your process changed since AI came on the scene?
How much does your team use AI when creating deliverables?
What’s your perspective on marketing in the AI era?
But you don’t want to get stuck in a relationship that’s not working.
Shorter contracts may not have an out clause. But if you’re getting ready to sign a contract for a year or more, and there’s no way out of that relationship, that could be a red flag.
For longer contracts, a 30-day out clause is typical. That means you both can leave the contract if things aren’t working out.
If you ask for this clause and the agency is pushing back hard, that’s a warning sign.
Amanda agrees:
No failsafe means the agency knows retention is a problem. And they may be more focused on cash flow than results.
Again, communicating clearly is important here.
When in doubt, ask the digital marketing agency these questions:
How have you handled failed campaigns in the past? Did you course-correct mid-campaign, or offer free revisions?
What barriers to success do you see with our engagement?
What’s your policy for a 30-day out in the contract?
4. Communication Isn’t Clear or Easy
The way your agency communicates during the discovery phase is a key indicator of how they’ll communicate once that contract is signed.
Here are some key warning signs you could see early in the process:
You have to chase them for updates or next steps: If getting in contact with the agency is hard before you sign the contract, don’t expect it to improve later on.
You can’t get clear answers to your questions: Asking about timeline, resources, and processes is normal. If they can’t give you straight answers to basic questions, beware.
You have no idea who you’ll be working with: It’s typical to talk to a salesperson or account manager in the early stages. But if you get pushback when asking to speak to the people you’ll be working with, that’s a red flag.
Chelsea Castle, head of brand and content at Close, experienced this firsthand.
Here’s her agency horror story:
One of my biggest career mistakes was not speaking up sooner and louder about yellow flags with an agency. From the initial meeting, something felt off in our communication. There were bumps and issues throughout the entire nine-month engagement. We didn’t love the output, and they weren’t doing things we suspected they should be doing.
Collaboration and communication were messy. We ended up firing this agency and losing the five figures spent on them, which left us with no completed work. Talk about a challenging conversation with your CEO!
To know more about communication before signing the contract, ask questions like:
Who’s my main point of contact with your agency?
Who’s going to be working on the project with me?
Who will be included in the check-in meetings?
At what points in the process do you track metrics to assess if we’re on the right track?
5. They Promise More Than They Can Reasonably Deliver
Overselling can lead to disaster down the road. But, how do you know if an agency is selling something they can’t deliver?
First, look at the language they use to describe their services or results.
If they make exaggerated claims or promises, it’s worth pausing.
For example, this agency’s website has red flags written all over it:
(I wish this were a made-up website, but it’s not.)
Claims like this sound great, but it’s important to take a step back and look at the facts.
Can they actually back up their claims with real examples?
Can they reasonably guarantee results without knowing anything about the potential client?
Danni Roseman, a brand manager at a SaaS company, hired an agency that promised the world but didn’t live up to expectations.
I assumed a team would handle our project. We later found out that only one person had the expertise we needed. It wasn’t enough. Deadlines slipped, quality dropped, and “edits” turned into full rewrites on our end. Hand-holding your agency isn’t part of the deal.
An agency that’s focused on revenue may sell more than the team is capable of doing, and you’re left with the aftermath.
Another side to this is whether the team has experience using or integrating with your tech stack.
Eric once worked with an email marketing agency that promised big things.
But ended up having no experience integrating with Microsoft Teams (a must-have for his company).
They decided to lead a procurement process for us to find a tool that integrated with Teams. This turned into a massively bloated project, when, really, they should’ve just told me from the get-go that they had no experience with this tool.
So, how do you make sure that what the sales team is offering can actually be delivered down the road?
First, ask pointed questions like:
Who on your team has experience working with the tools in our tech stack?
How much experience does your team have with these tools?
How many years of experience does the team have in this type of project?
What’s the project (within the type of service you’re looking for) that you enjoyed working on the most?
Can you give me some names of people I can talk to about your work?
Lastly, get references.
The sales team is going to say everything right. You need something solid to back up those claims.
Most agency websites say some version of “We do X for Y.” But can they explain how?
This is something you can check for on their website.
For example, what do their case studies look like? Are they just screenshots, or do they explain the process behind the work?
Here’s an example:
What looks impressive at first glance melts away when you realize these are just screenshots.
No discussion of the work, no explanation.
Here are some other warning signs to look out for:
Their process isn’t up for discussion: If an agency tells you anything along the lines of, “Trust us, we’ll handle it,” beware
They’re using the same templated strategies for every client: On the discovery call, are they bringing ideas to the table? Do they take your unique situation into account?
Their reporting is focused on big-number vanity metrics: Case studies with numbers are great. But do those numbers tell you a story of real impact?
They can’t explain why something worked: This could mean the team has little understanding of the mechanics behind the results
If you’re not sure about their process, ask questions like:
How do you approach new engagements?
How much time do you spend determining strategy?
How is the strategy adjusted as time goes on?
How often will we meet for check-ins?
Can you tell me about a project you worked on (in this vertical/type) that didn’t go well? How did your team handle that situation?
When you’re evaluating an agency, Chelsea’s advice rings true:
Ultimately, I think the biggest flag cannot be said; it can only be felt. Intuition and how you connect with someone are crucial in selecting and building long-lasting external relationships.
6 Green Flags You’ve Found a High-Performing Marketing Agency
Despite the horror stories we’ve discussed, great agencies do exist.
Here are the most common green flags — and tips for choosing a digital marketing agency that will actually deliver on its promises.
1. They Start with Questions, Not Tactics
The right agency feels like a partner.
They’re curious about your business and invested in your success.
On the discovery call, look for all of these green flags:
They start by asking deep questions about your business model, ICP, positioning, and goals
They’re comfortable pushing back respectfully if a strategy doesn’t align with best practices
They focus on how their work ties to your business outcomes, not vanity metrics
For example, KlientBoost, a PPC agency, doesn’t just offer standard strategy packages.
They ask questions about what the client needs, their goals, and their situation.
This information lets them tailor quotes to each client’s needs.
2. You Get Good Feedback From Third Parties
Good feedback, testimonials, and reviews are always a green flag.
First, check vetted, third-party review sites like Clutch.
Look for reviews that mention:
Quality of the digital marketing agency’s work
Communication style
Costs
Timing
Some reviews even include specific numbers and results.
Another way to get feedback is to ask your network.
Ask around in your favorite Slack communities and check on Reddit or LinkedIn.
You’ll learn who’s worked with this agency and what their impressions are.
Chelsea swears by using your network to find good agencies.
The best hires for me have almost always come through network referrals. When a trusted friend or colleague makes a recommendation, they’re risking their reputation to vouch for them. So you can be confident they’re worth your time.
What should you do if you don’t have any network recommendations?
Check out industry award winners, says Chelsea:
When I needed to hire a web design agency, I looked at Webflow’s Webby winners. While many great agencies don’t get awards like this, it was a sure bet to start my search by looking at those recognized in this credible, trustworthy way. I ended up finding a fantastic partner who was great to work with.
Within awards like Webby, you’ll find some incredible projects (and the agencies that made them happen).
3. The Full Team Will Be Involved in Communication
Knowing who’s involved in your project can help you have more confidence in the work being done.
Plus, if it’s easy to talk to the team before the project gets started, it’s a good sign that communication will be top-notch after the contract is signed as well.
Ask early on who will be on calls with your team.
If you find out it’s more than just one account manager, that means multiple people are invested in your engagement.
For example, check out this about page from content agency Beam:
You see the founders of this team.
But you also see the content producers and their social profiles. This level of transparency is a green flag.
4. They’re Transparent About Scope, Pricing, Timing, and How Work Gets Done
Your agency should be very clear about vital details upfront.
This includes:
The scope of the projects they do
Timing they can commit to
Any processes they use
For example, KlientBoost creates marketing plans for clients.
But even before you give them any information or sign up for a call, they show you a sneak peek of what a marketing plan looks like for their clients.
Another aspect of transparency is pricing.
Knowing what you’ll pay (and exactly what that cost includes) is essential to the project’s success.
That’s why some agencies, like A2Media, show their pricing right on their homepage:
Of course, not every agency lists its pricing publicly.
And there are plenty of different pricing structures, each with its pros and cons.
When talking about rates, ask the agency why they take the approach they do.
Get estimates for what each type of project entails.
If you’re comfortable with those ranges and estimates, include those in the contract.
When you can get clear answers to these questions, it’s a good sign they’ll live up to their promises.
When you find an agency you like, check out their marketing.
Most of the time, it’s a good indicator of the quality of their work.
In the past year, I’ve had two fantastic experiences with marketing agencies.
And both of them had one key aspect that was a huge green flag for me: their brand marketing was on point.
Take A2Media, for example.
The founder, Ademola, regularly produces video content on LinkedIn that generates strong engagement with his niche audience.
Another example is Beam.
They offer great content services to clients.
But they also produce fantastic content on their own website that’s both interesting and fun to read.
This pattern repeats itself over and over again.
KlientBoost’s LinkedIn video ads aren’t only hilarious but also deeply relatable.
Juice, a brand and web agency, has an incredibly stylish and fun website.
If they do great work for themselves, it’s a positive sign they’ll do great work for you.
6. Your Personalities Match
Yes, personality is subjective. And judging a marketing agency on “vibes” might sound a bit woo-woo.
But remember, this is a relationship. Hopefully, a long-term one.
So, the right agency should also match your style and get your vision.
Here are some green flags when it comes to personality match:
Their team seems genuinely excited about your product and mission
They treat your team members with respect, regardless of title
Their company culture aligns with yours
You enjoy working with them
They make collaboration energizing, not draining
Chelsea saw a personality match early on with a video agency, which gave her the confidence to move forward.
From the very first call, it just felt right. The agency owner and I instantly clicked and saw eye to eye on many things. He asked thoughtful, intentional questions that signaled respect, expertise, and a desire to find the best way to work together that prioritized me and my team. We’ve been working with this partner for more than a year, and have every intention of holding onto them for as long as we can.
Bonus: They Have Proven Expertise in Your Vertical
We’ve covered the most vital factors to evaluate when choosing a marketing agency partner.
But niche experience is worth considering, too.
While it’s not a necessity, it can be a really great bonus when combined with what we’ve discussed above.
For example, this agency focuses on dental practices:
While this agency focuses on marketing for law firms:
From just those two websites, it’s clear that their approach, strategy, and personality are very different.
And they’re each uniquely qualified to help clients in their chosen industry.
Other agencies may not have experience in your specific vertical. But they can demonstrate proven experience in the services you need.
For example, let’s say you want an agency that can help you show up in AI responses.
Then, you come across a case study like this:
Obviously, this agency has adapted its services to include AI search.
And has proven expertise in exactly what you need.
Ready to Choose a Digital Marketing Agency? Trust the Patterns (and Your Gut)
Choosing the right marketing agency comes down to spotting patterns.
Red flags: Overpromising, poor communication, and teams that won’t invest time in your success
Green flags: Thoughtful questions, killer third-party reviews, and teams that practice what they preach
But don’t forget the value of your gut reaction.
If something feels off during discovery, it won’t magically disappear once the contract is signed.
The best agency relationships start with a genuine connection.
As Chelsea says, “In any kind of creative work, sometimes you really do just have to go off vibes.”
When you find a team that gets your vision, respects your goals, and makes collaboration energizing, that’s your signal to move forward.
Understanding what’s happening in SEO will help you ask better questions. And spot whether agencies are using outdated tactics or staying ahead of the curve.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-11-26 16:01:522025-11-26 16:01:52How to Choose a Digital Marketing Agency That Actually Delivers
Forty-six percent of all Google searches have local intent. That means nearly half the time someone types something into the search bar, they’re looking for something nearby, like a dentist or a plumber.
If your business isn’t showing up in those results, you’re losing easy wins. That’s where local SEO citations come in. These are the digital breadcrumbs that help search engines (and customers) find and trust your business.
Citations aren’t just for maps and directories anymore. With the rise of AI Overviews and platforms like ChatGPT and Perplexity pulling from trusted sources, having accurate, widespread citations can increase your visibility across all forms of search.
In this post, I’ll break down what local citations are, why they matter more than ever, and how to build them the right way, without wasting time on low-value directories.
Key Takeaways
Local SEO citations are online mentions of your business’s name, address, and phone number (NAP).
Citations help search engines verify your business is real and improve your visibility in local search results.
Accurate, consistent citations across trusted platforms build authority and trust for both search engines and users.
AI tools like ChatGPT and Google’s AI Overviews often surface citation sources, making them more important than ever.
The best strategy focuses on quality over quantity. Start with high-authority directories and expand into niche platforms.
Tools like BrightLocal, Whitespark, and Semrush can help automate citation building and cleanup.
What Are Local Citations?
Local SEO citations are online mentions of your business’s name, address, and phone number, commonly known as NAP. You’ll usually see these on business directories, review sites, apps, maps, and social platforms.
These citations act as digital trust signals. When they’re consistent and accurate across multiple platforms, search engines see your business as more reliable, which can improve your visibility in local search results.
As an added note, AI tools like ChatGPT, Perplexity, and even Google’s own AI Overviews increasingly rely on structured business data from trusted citation sources.
You can create citations manually or through tools (more on that soon), but either way, you need to keep them updated and consistent across all listings.
Local Citation Types
There are two broad categories of citations: general or core platforms and industry-specific directories. Both serve a purpose. The key is knowing which ones your audience actually uses.
Google Business Profile is one of the most important citation sources. Complete your profile with hours, categories, photos, and reviews. It directly feeds into Google Maps and local pack rankings, making it a must-have.
Yelp is another top-tier directory. A well-optimized listing here adds authority and may drive referral traffic.
Bing Places for Business works similarly to Google’s platform and is still worth claiming, especially if your audience includes older users or anyone in corporate environments where Bing is the default search engine.
Facebook Business Pages double as citations and engagement hubs. They show up in search and allow customer interaction.
Apple Business Connect is important because Siri and Apple Maps pulls this information.
Niche platforms like OpenTable (restaurants), Avvo (legal), Zocdoc (medical), or TripAdvisor (travel) carry extra weight in their verticals and often convert better.
Local chambers of commerce, review platforms like Trustpilot, and neighborhood networks like Nextdoor also count as valuable citations when relevant.
How Local Citations Help SEO
Local citations do more than just increase visibility. They build trust and help search engines connect the dots between your business and the communities you serve. That’s foundational for strong local search marketing.
While exact percentages tied to citation impact aren’t publicly available for 2024, multiple sources still cite NAP consistency and citation volume as foundational local ranking factors. For example, SOCi reports that 80 percent of U.S. consumers search for a local business online at least weekly, and if your listings aren’t showing up accurately, you’re not in the running.
Citations also support E-E-A-T (experience, expertise, authority, trust), all key signals Google looks for when ranking local results.
A good starting point is generally 30 to 50 accurate, high-quality citations to build a strong foundation and establish a baseline. Depending on your industry and market size, you may need more.
Even one inaccurate listing can hurt trust and confuse Google’s local algorithms.
Local Citations and LLM Presence
Platforms like Google’s AI Overviews and large language models (LLMs) like ChatGPT, and Perplexity pull data from structured, verified sources. That means your business listings on sites like Google Business Profile, Yelp, Bing Places, and TripAdvisor may be referenced automatically, if the information is accurate and consistent. See the example below from ChatGPT:
Even addresses can pop up in the results if they are online for the tools to pull.
LLMs don’t crawl the web like Googlebot, but they rely heavily on trustworthy, indexed data. A clean citation profile gives your business a better shot at showing up in AI summaries, especially for local service queries.
If your listings are messy or missing key info, you risk being ignored altogether, even if you rank well in traditional search.
This is where citation building becomes a proactive strategy, not just a foundational one.
What is Local Citation Building?
SEO citation building is the process of actively creating and maintaining listings for your business across third-party sites, like directories, maps, review platforms, and social networks.
Think of it like digital plumbing. You’re creating multiple, consistent “pipes” that point back to your business, and every new, accurate citation helps search engines and AI tools understand who you are and where you operate.
Let’s say you run a boutique gym in Chicago. Citation building would involve creating or updating your listings on Google Business Profile, Yelp, Bing Places, Apple Maps, and niche platforms like ClassPass or Mindbody.
It’s not a one-and-done task. Building citations takes ongoing effort, especially if you move locations, change your phone number, or expand services.
Most businesses use citation-building tools to scale this process and stay organized. That’s what we’ll cover next.
Local Citation Building Platforms
SEO citation building can be time-consuming if you’re doing everything manually. That’s why many marketers rely on specialized tools to create, audit, and manage citations at scale.
Here are three platforms that can help simplify the process.
BrightLocal
BrightLocal is an all-in-one platform for managing local SEO. It includes tools for citation building, auditing, and cleanup.
You can submit your business info to 100+ general and niche directories, fix inconsistent listings, and remove duplicates, all from one dashboard. It also tracks your citation status over time, so you can see what’s live, pending, or missing.
One standout feature is its ability to prioritize directories based on your industry and location, helping you focus on what actually moves the needle.
Pricing starts at $39/month, with individual citation submissions available from $2 per site.
WhiteSpark
Whitespark is best known for its Local Citation Finder, a tool that helps you discover where your competitors are listed and where your business is missing out.
You can run audits, track your existing citations, and build new ones through customized campaigns. The platform also includes tools for citation tracking, reporting, and outreach.
Whitespark offers both DIY tools and fully managed services, making it flexible depending on how hands-on you want to be.
A free version of the Citation Finder gives you basic data on one campaign. Paid plans start at $39/month, with custom citation-building services priced separately.
Semrush Listing Management
Semrush Listing Management helps you distribute and manage your business info across key directories from a single dashboard. You can update your name, address, phone number, and other details in one place, and it syncs across dozens of platforms.
The tool also flags issues like duplicate listings or inconsistent NAP data, so you can fix errors that hurt your local SEO. You can monitor your presence on Google, Yelp, Apple Maps, and other places, while tracking how visibility changes over time.
A free scan gives you a snapshot of your current listings. Full access starts at $20/month per location.
Best Practices For Local Citation Building
Citation building isn’t hard, but doing it well takes attention to detail and long-term consistency.
Start by auditing your current listings. Tools like Moz or BrightLocal can help you identify missing profiles, duplicates, or inconsistent details. Then, focus on the most visible platforms: Google Business Profile, Yelp, Bing Places, Facebook, and Apple Business Connect are great starting points.
Claim and complete your profiles. Don’t stop at NAP. Fill in everything you can, including a business description, website URL, product or service categories, attributes, hours, holiday hours, service areas, and anything else that gives customers and algorithms more context. Additionally, add high-quality photos to show customers your location, products, or services.
Be obsessive about consistency. Even small discrepancies like “St.” vs. “Street” can confuse search engines. Keep your NAP exactly the same across every platform.
If you’re managing listings at scale, look for platforms that offer API access or bulk editing tools. It’ll save hours of manual work.
Build a tracking system to regularly check and re-verify your listings. Businesses move, hours change, and platforms update their guidelines, things can fall out of sync fast.
Finally, take cues from your competitors. If they’re ranking in the map pack and listed on a directory you’re missing, that’s a signal. Focus on quality over quantity, and prioritize directories relevant to your niche.
And don’t forget to support your citation strategy with strong local link building. The two go hand-in-hand when it comes to building local authority.
FAQs
What is local citation building?
Local citation building means creating and maintaining business listings across third-party platforms like Google, Yelp, and Facebook. These listings include your name, address, phone number (NAP), and other key details. Accurate, consistent citations help search engines validate your business and improve your local SEO.
What are local SEO citations?
Local SEO citations are online references to your business’s name, address, and phone number, even if there’s no link. You’ll usually find them on directories, review sites, apps, or social platforms. When these citations are consistent and appear on trusted sites, they improve your visibility and authority in local search.
How do local citations help SEO?
Citations tell search engines that your business is real, active, and relevant to a specific location. They also reinforce your trust signals and support local ranking factors like E-E-A-T (experience, expertise, authority, trust). Inconsistent or missing citations can lower your chances of showing up in map results or AI-generated summaries.
How does citation building impact a business’s online visibility and local search rankings?
The more accurate citations you have across trusted sources, the easier it is for search engines to connect your business to relevant searches. Citation building improves your local rankings, boosts discovery in maps and directories, and increases your credibility with searchers.
How to build local citations?
Start by auditing your existing listings with a tool like BrightLocal or Semrush. Then, claim and complete your profiles on top directories like Google Business Profile, Yelp, and Bing Places. For more tips, check the best practices section above.
What is NAP consistency?
NAP stands for name, address, and phone number. NAP consistency means keeping those details exactly the same across every platform. Even small mismatches can confuse search engines and hurt your rankings. Consistent NAP is also critical for voice search, map listings, and AI-generated search summaries.
Conclusion
Citation building is still one of the simplest and most reliable ways to improve your local visibility, especially with AI and LLMs reshaping how local results are delivered.
You don’t need to be on every directory. Focus on quality platforms, stay consistent, and treat your listings as an extension of your brand. Even a small number of trusted citations can make a measurable difference in your rankings.
If you’re managing listings across multiple locations or just don’t have time to keep things updated, working with alocal SEO agency can take the heavy lifting off your plate. They’ll help you scale your strategy while avoiding common pitfalls.
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In the last 24 hours, ChatGPT and Perplexity have introduced new AI-driven shopping experiences that aim to deliver more personalized product discovery and guidance. Both experiences are meant to help users find, compare, and purchase products through conversational queries informed by preferences and past behavior.
ChatGPT
Shopping research. OpenAI introduced shopping research, a guided buying experience that turns ChatGPT into a personalized product researcher.
Users describe what they need (e.g., “quiet cordless vacuum,” “compare these strollers,” “gift for my art-obsessed niece”).
ChatGPT asks clarifying questions, pulls price/spec/review data from the open web, and produces a tailored buyer’s guide in minutes.
It adapts based on your preferences and ChatGPT memory, and can refine picks in real time as users mark items “More like this” or “Not interested.”
How it works. The feature runs on a specialized GPT-5 mini model optimized for shopping tasks, designed to pull reliable information from trusted sites and cite its sources.
Rollout. Available now on free and paid ChatGPT plans on web and mobile, with “nearly unlimited” usage through the holidays.
What’s next. Instant Checkout integrations will allow purchases directly inside ChatGPT for participating merchants.
Perplexity
New shopping experience. Perplexity launched a free U.S. shopping experience built around its core philosophy: AI assistants should scale a shopper, not replace them.
Users search conversationally (e.g., “best winter jacket for San Francisco ferry commute”) and Perplexity keeps context as you pivot to related needs.
It remembers preferences (e.g., mid-century modern style, minimalist running gear) and tailors future product cards accordingly.
Instead of infinite scroll, it generates streamlined product cards with only the details tied to the user’s stated intent.
Integrated checkout. A partnership with PayPal brings fast, in-flow purchases with retailers remaining merchant of record. That means merchants still get customer visibility, handle returns, and maintain the relationship.
Why retailers may care. Perplexity said shoppers who go through a conversational funnel have higher purchase intent, and instant checkout reduces abandonment.
Availability. The new shopping experience is live on desktop and the web now, with iOS and Android apps rolling out in the next few weeks.
Why we care. AI assistants are an emerging channel for ecommerce. ChatGPT’s focus is deep research, while Perplexity’s is smooth discovery and built-in checkout. Both aim to become the starting point for shoppers’ buying journeys by making brand/product recommendations that appear personal and tailored to their preferences.
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A surge of sophisticated phishing attacks is letting scammers take over full Google Ads Manager accounts (MCCs), giving them instant access to hundreds of client accounts and the power to burn through tens of thousands of dollars in hours without being noticed.
Driving the news. Agencies across LinkedIn, Reddit, and Google’s own forums are reporting a rise in MCC takeovers, even among teams using two-factor authentication. The attackers’ preferred weapon is a near-perfect phishing email that mimics Google’s account-access invitations.
Victims say hijackers add fake admin users, link their own MCCs, and begin launching fraudulent, high-budget campaigns.
In some cases, support tickets take days to escalate while money continues to drain.
One agency reported “tens of thousands” in ad spend racked up within 24 hours.
How it works. The scams look like standard client-access invites – same branding, format, and copy – but the link sends users to a Google Sites page posing as a Google login screen. Once credentials are entered, the attackers get full MCC access.
Why it’s getting worse. Advertisers say the phishing attempts are now almost indistinguishable from real Google messages. Several agencies admitted they would have clicked if not for small discrepancies in the sender domain or login URL.
The impact:
Budgets drained: fraudulent ads run immediately.
Malware exposure: ads often lead to harmful sites.
Account damage: invalid activity flags, disapprovals, and trust issues ripple for months.
Operational chaos: agencies lose access to every client account under the MCC.
What Google says. The Google Ads Community team posted a What to do if your account is compromised help doc, warning advertisers about rising credential theft during the holiday season, but hasn’t acknowledged the scale of the MCC takeover surge.
Why we care. These MCC hijacks aren’t just isolated security issues – they’re direct financial and operational threats that can wipe out budgets, compromise every client account, and take days for Google to contain. With attackers now bypassing 2FA through near-perfect phishing, even well-secured teams are suddenly vulnerable. If just one team member slips, an entire portfolio of accounts – spend, performance, and client trust – is instantly at risk.
What experts recommend. Marc Walker, founder and managing director of Low Digital Ltd, shared these recommendations to keep your accounts from being hijacked:
Always verify the URL: Google never uses Google Sites for login.
Confirm invites inside the MCC, not just via email.
Purge dormant users and inactive accounts to reduce attack surfaces.
Educate teams on phishing red flags, especially during high-volume holiday outreach.
Between the lines. If even one user in a large MCC falls for the scam, the attacker effectively acquires keys to an entire portfolio – and can drain budgets faster than Google’s support system can respond.
Bottom line. Google Ads hijacks are a serious operational threat for agencies and in-house teams. Until Google ships stronger MCC-level protections, vigilance remains the only real defense.
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Instagram remains one of the most powerful platforms for growing a brand online.
With more than 2billion active users, Instagram marketing has long been a must if you’re in fashion, beauty, fitness, food, travel, or ecommerce. But it’s not just for visual-first industries anymore. Service businesses and B2B brands are winning here, too.
The catch? You can’t just post and hope for the best. To succeed on Instagram, you need to post the right content to stay relevant to current followers while bringing in new ones.
To grow, you need a smart content strategy and an understanding of how the algorithm works.
This guide will walk you through proven Instagram marketing tips to help you attract followers and drive engagement.
Key Takeaways
Instagram marketing works best when it’s intentional. Know your audience, post with purpose, and build content that connects rather than just fills a feed.
Consistency beats frequency. Three to five quality posts a week, backed by Reels and Stories, is often enough to stay visible and relevant.
Short-form video drives discovery. Reels and Stories remain the fastest way to reach new audiences and spark engagement.
Engagement fuels the algorithm. Comments, saves, and shares can carry more weight than likes, so encourage interaction and conversation.
Authenticity wins. From influencer partnerships to user-generated content, real voices and experiences build more trust than polished ads.
What Is Instagram Marketing?
Instagram marketing uses the platform’s creative tools and community reach to help brands build genuine connections and grow their business. At its best, it blends storytelling with strategy, with visuals to pull people in and a message that keeps them interested.
That 1-2 punch should be present in everything from organic posts and Stories to paid ads, influencer partnerships, product tagging, and more.
The payoff can be tremendous. After all, many of Instagram’s 2 billion users actually want to connect with businesses. More than 60 percent of those on Instagram use the platform to follow or research brands and products.
This makes Instagram a top channel for building brand awareness and showing off your products. It’s a platform for building real relationships with your audience.
You just need to know how to use it the right way.
Why Should Marketers Care About Instagram?
Instagram is now as much a discovery engine as it is a visual app.
Its audience spans every major demographic. Nearly 30 percent of users are 18 to 24, almost 32 percent are between 25 and 34, and engagement among users over 35 continues to grow.
In other words, your customers are already scrolling here.
And many search for products and recommendations directly in-app. That mix of scale and buyer intent makes it one of the best social platforms for brand awareness and conversions alike.
But there’s a bigger reason marketers should care: Search is changing.
AI-powered search models like Google’s AI Overviews and ChatGPT are increasingly pulling content from social platforms like Instagram to understand what’s relevant and credible. That means your brand’s Instagram presence can also strengthen your broader SEO and “search everywhere” strategy.
Even if you’re not ready to run full campaigns, Instagram gives you real-time feedback on what resonates. Watch how your audience engages, and use those insights to shape smarter content across every channel.
Unique Instagram Features for Marketing
Instagram gives marketers a full toolbox, and knowing which tool to use can make all the difference.
Posts are your foundation. They’re where your brand identity lives. Think of them as the grid that tells your story at a glance. Static images, carousels, and graphics still perform well when they’re cohesive and recognizable. Think of your feed as your brand’s first impression.
Stories add the real-time connection. They disappear after 24 hours (unless added as a highlight) but consistently drive some of the highest engagement on the platform. Brands use them for behind-the-scenes content, polls, quick updates, or product drops. These types of content feel personal and urgent.
Reels are Instagram’s growth engine. Short-form video gets prioritized in the algorithm and can extend your reach far beyond followers. Brands like Gymshark and Duolingo use Reels to blend education, entertainment, and personality into discoverable content that quickly builds awareness.
Livestreams are about interaction. They let you talk directly to your audience, host Q&As, or spotlight a new launch. The immediacy builds trust in a way that pre-edited content can’t.
Instagram Shop turns discovery into purchase. With product tags, collections, and integrated checkout, followers can go from seeing your post to buying in seconds.
Used together, these features create a seamless customer journey: discover, engage, convert.
How to Get Your Brand Started on Instagram
This may all sound great in theory, but how do you actually start marketing your brand on Instagram? We’ve got you covered.
Zero In on Your Target Audience on Instagram
Before you post anything, get crystal clear on who you want to reach with your Instagram marketing strategy (and why you’re on the platform in the first place). A more focused audience makes everything else easier, from your content strategy and captions to your hashtags and ad targeting.
Start by defining your ideal customer: age, interests, behaviors, and what kind of content grabs their attention. Then look at where your brand overlaps with that.
For example, Nike Running focuses on athletes chasing progress.
Glossier, on the other hand, speaks directly to beauty fans who love minimal, real-life aesthetics.
Both Nike and Glossier know exactly who they’re talking to, and it shows in everything they post.
When you understand your audience, you create relevance. And that’s the foundation of every successful Instagram marketing strategy.
Optimize Your Instagram Profile
Your Instagram profile is your brand’s first impression.
A complete, well-structured profile is a little like a digital business card. It helps followers (and Instagram’s algorithm) understand who you are and why you’re worth following.
Start by switching to a Business or Creator account. It unlocks analytics, contact buttons, and access to Meta’s ad tools. You’re going to need all that if you want to grow strategically.
Then, fill out every available field. Add your profile photo (ideally a recognizable logo or product image), and write a bio that clearly communicates what your brand offers and who it’s for. Short, specific, and benefit-driven wins every time.
You’ll also want to make sure to include:
Contact information: Include your physical address, email address, and phone number so followers can contact you directly. When you include this contact information, Instagram automatically builds related buttons (Call, Get Directions, Email).
Category or categories: These groupings appear as circular topics under your name and are a simple way to showcase what your brand is about. Check out our page to see how we do it.
Call-to-action buttons: You can tailor your buttons to your business offerings (like Book Now or Order Food) to allow visitors to take specific actions, like making an appointment or booking a reservation. To incorporate these buttons into your profile, select Edit profile and tap Action buttons.
Don’t skip the category tag under your name, either. It instantly tells visitors what industry you’re in. And if you have multiple offerings, use Story Highlights to organize them into quick-reference guides for new followers.
A complete profile signals professionalism, boosting the odds your content reaches the right audience.
Do Some Starter Keyword Research
You might associate keyword research mostly with Google, but it’s the foundation of visibility for Instagram marketing, too.
While the platform is built on visuals, discovery still happens through words—in captions, hashtags, and even alt text. That’s how Instagram decides what content to show in search and suggested feeds.
Start simple: Type topics related to your brand into the Instagram search bar.
The auto-suggestions you see? Those are real queries your audience is making right now. Take note of recurring terms and relevant hashtags with active engagement.
Getting a sense for the language your audience uses and weaving it naturally into your posts is how you win. You’ll show up in more searches and connect with people looking for what you offer.
Start Posting High-Quality Content
What you post (particularly how it looks) and how often you show up matter just as much as what you say.
On Instagram, your visual identity is your brand voice. Keep the colors you use, the tone of your images, and your captions consistent. Your feed is basically a digital storefront. Every post should look like it belongs there.
Color psychology still plays a major role. Specific colors trigger an emotional reaction in the viewer. When selecting a color palette for your Instagram posts, choose hues that embody your brand’s identity and message.
Drybar, for example, uses a consistent yellow-accent theme across posts, reinforcing brand identity with visual consistency.
Next, experiment with formats.
Standard image posts build brand identity, while Reels boost reach. Stories help you stay top of mind with daily updates, and carousels are great for educational or step-by-step content.
Your goal isn’t necessarily to use every format. It’s more important to focus on the ones that fit your brand’s style and message.
Then there’s timing. Consistency often beats volume. A predictable cadence (say, three to five posts per week) trains both the algorithm and your audience to expect you.
Finally, use hashtags and keywords strategically. Three to five specific, niche hashtags usually outperform generic ones.
The same goes for captions. Natural language that your audience would search for is the way to go. Don’t get too wrapped up in buzzwords.
Remember: Every post reinforces who you are and why you matter to your audience.
Engage With Followers
Everyone wants to be heard, and your Instagram followers are no different. So, ensure they know you hear and appreciate them by liking their posts and replying to their comments.
Every comment, message, and tag is an opportunity to build trust. And trust fuels growth on Instagram.
Start by responding to comments and DMs quickly. It shows your audience there’s a real person behind the brand. You can also use interactive features like polls, Q&As, and emoji sliders in Stories to invite two-way conversations.
Reply to comments on your Reels, reshare user-generated content (UGC), and tag followers or partners when it fits naturally.
Brands like Supergoop and Alo Yoga do this well. They answer questions in comments, repost community photos, and encourage followers to tag friends who’d love the product.
Today, engagement is as much about connection as it is visibility. The more you show up for your audience, the more likely they are to engage and keep you in their feed.
Track Your Analytics
Instagram has some pretty comprehensive analytics that lets you gain both a bird’s-eye view of your performance and a granular view.
Start with Instagram Insights, available for all Business and Creator accounts. You’ll see metrics like reach, impressions, profile visits, and website clicks. These tell you how far your content travels and how effectively your Instagram marketing efforts drive action.
Reach and Impressions: Show how many unique users saw your content and how often. A spike can signal that a post hit the right tone or format.
Engagement: Likes, comments, shares, saves, and Reels interactions show what truly resonates. Saves, in particular, are a sign of high-value content.
Conversions: Use UTM links or Meta Business Suite to track traffic, leads, and sales coming from your Instagram content or ads.
For deeper analysis, tools like Sprout Social, Later, or Hootsuite give you expanded reporting and trend tracking over time.
Don’t just collect data for the sake of collecting it. Put it to good use.
If a certain post drives unusually high engagement, study the caption, image style, or timing. Apply those insights to your next batch of content.
Tracking consistently turns your strategy from guesswork into a growth engine.
Top Tips for Instagram Marketing
With billions of active users, Instagram is a major platform for businesses to market their products and services. However, it can be challenging to stand out from the crowd with so many brands vying for attention.
If you need help getting started, here are our top tips for marketing on Instagram.
1. Run Competitive Research
Even if you’re not currently using Instagram marketing as a strategy, your competitors most likely are.
Start by identifying three to five brands in your niche with active accounts and solid engagement.
Look at what and how often they’re posting and which formats (Reels, carousels, Stories) get the most traction. Notice the tone of their captions, how they respond to comments, and what hashtags they consistently use.
Tools like Sprout Social, Later, or even Instagram’s built-in dashboard can help you track competitor activity and spot trends over time.
2. Post Product Teasers That Will (Gently) Urge People to Buy
What if you could sell more products by posting product teasers on Instagram?
Well, you can.
Instagram is a great place to advertise your products. And if you play your cards right, you won’t annoy or scare users off with advertisements.
The trick is subtlety.
If you’re too pushy, followers will drop like flies. However, product teaser posts are a simple way to spark curiosity without looking like you’re trying too hard.
This works in almost any industry. For example, Starbucks teases its audience by promoting seasonal drinks with sharp imagery without trying to force people to buy them.
When you tease products people are interested in and don’t push them into buying anything, they’ll be more likely to pull the trigger and buy something.
If not, they might at least engage with your post by liking it, commenting on it, or sharing it with a friend.
A good product teaser shows just enough to make people want more. Use strong visuals or behind-the-scenes clips to highlight what makes your product unique without spelling everything out.
So, don’t be afraid to show off the goods by posting product photos. Just do it gently.
3. Practice Instagram SEO to Optimize Your Posts
Instagram has quietly become a search engine of its own. Besides scrolling, people search for content, products, and creators using keywords, hashtags, and topics.
Start by weaving the keywords you found earlier into your captions, alt text, and on-screen text in Reels. Instagram now indexes these areas, which means using natural, descriptive language helps your content show up in relevant searches.
Your username, display name, and bio also play a role. Make sure they clearly reflect your brand and niche. For example, “@JessiesVeganBakery” will always outrank “@JVBakes” for a user searching “vegan bakery.”
Avoid keyword stuffing, but do post with intent. If your audience can search it, say it.
4. Create Sponsored Ads
Instagram ads give brands the reach and precision targeting to get in front of exactly the right audience, even if they don’t follow you yet.
Using Ads Manager, you can run campaigns across feed posts, Reels, and Stories, each tailored to different goals like awareness, traffic, or conversions. Reel ads in particular perform well right now, thanks to high engagement and seamless integration into organic content.
You can start small by boosting your top-performing posts to test which visuals and messages resonate most.
Once you see what works, scale those efforts with targeted campaigns using custom or lookalike audiences.
Focus on clean visuals, short captions, and strong calls to action that feel natural in the feed.
And don’t forget your analytics. Performance data from your ads is a goldmine for refining your content and organic strategy.
Reels help you get discovered. They’re Instagram’s most visible format, with strong algorithmic push and viral potential. Use them in your Instagram marketing strategy to educate, entertain, or inspire. Quick how-tos, behind-the-scenes clips, or shareable tips work especially well.
Stories keep your audience close. They disappear fast, which makes them perfect for time-sensitive content like product launches, polls, or limited-time offers.
The key to success is consistency and repurposing. A single short video can live as a Reel, a Story, a YouTube Short, and even a LinkedIn post.
Keep videos under 30 seconds, add captions for sound-off viewing, and use on-screen text or stickers to guide attention.
6. Partner With Influencers for a Wider Reach
The fastest way to reach potential customers on Instagram is through influencers who already have a large following.
Many people will buy services or products based on what they see in their feeds from the influential people they follow. They trust them.
You don’t need a celebrity or a million followers to make an impact. Nano- or micro-influencers (creators with smaller but more engaged audiences), for example, can be effective because their recommendations feel personal and real.
For instance, La Croix runs campaigns with micro-influencers who post genuine lifestyle content using their product. These smaller creators drive engaged, niche audiences.
The first step is identifying a few influencers with an audience relevant to your product or service. Look for creators who genuinely align with your brand values and audience.
Study how they engage. Are followers commenting, saving, and sharing? That’s the kind of credibility you want to borrow.
Once you’ve found a match, build a relationship, not a one-off post. Offer creative freedom so influencers can present your product in their own voice. That authenticity performs better than scripted ads.
7. Come Up With an Interactive Branded Hashtag
If you want instant engagement, interactive hashtags are a great way to get it.
Customers can then use the tag to post user-generated content. This allows users to search through all posts relating to your brand.
It also lets you easily search through images you might want to consider reposting on your page.
Creating a hashtag that your company (and other users) can search for is essentially free advertising.
Whenever someone posts a photo using the tag, they expose your company to their followers.
Campaigns like #ShotOniPhone (Apple), which has netted more than 31 million posts, show how branded hashtags can extend far beyond a single promotion.
They create recognition and give fans a sense of belonging.
8. Post at The Right Times (and Don’t Over-Post)
Posting at the right time on Instagram matters. However, over-posting is a surefire way to turn off your existing followers.
If all they see is your brand on their news feed, they will probably unfollow you as fast as possible.
However, you want to post consistently to stay in their news feed regularly. One of the best ways to do this is to only post during peak days and hours when your followers are online.
Recent studies from Later and Sprout Social all point to a similar pattern: Engagement peaks mid-morning to early afternoon, Tuesday through Thursday.
Specifically, Later’s 2025 data shows strong performance between 7–9 a.m. and 11 a.m.–1 p.m., while Sprout Social finds Tuesdays to Thursdays, 11 a.m.–6 p.m. to be the sweet spot.
That said, those are benchmarks, not rules. Use Instagram Insights to see when your followers are most active and schedule posts accordingly.
Aim for three to five posts per week, focusing on quality and rhythm. If you’ve got more to share, batch content into carousels or Stories instead of pushing out multiple posts in a row.
Consistency beats frequency every time. Post when it matters, not just because you can.
9. Use User-Generated Content
People trust people more than brands. That’s why user-generated content is one of the most powerful tools in Instagram marketing.
When customers post real photos or videos of your product, they’re giving you social proof money can’t buy. Reposting that content on your feed or Stories builds community and credibility (and helps fill your content calendar).
To encourage UGC, ask followers to share how they use your product with a branded hashtag or tag your account directly. Feature their posts regularly and give credit in captions or Stories. That recognition goes a long way.
Even smaller brands can replicate GoPro’s approach. All it takes is a clear ask and consistent engagement.
10. Build Strong Captions
A great photo or Reel grabs attention, but your caption keeps it.
Captions are where your brand voice comes through. They add context, personality, and a reason for people to engage. The best captions feel natural, not scripted.
Write like you’re talking to a friend, not broadcasting to a crowd.
Start with a strong first line. It’s what shows before the “See more” cutoff. Use it to spark emotion or action. Then add value: Tell a quick story or ask a question that invites responses.
Short captions (under 125 characters) tend to perform better for quick-scrolling users, but don’t be afraid of longer ones when you’re telling a meaningful story. Just keep the tone consistent and conversational.
End with a clear next step—a question, call-to-action, or tag—to turn engagement into connection.
On Instagram, your visuals stop the scroll, but your captions build the relationship.
11. Got Products In Your Content? Tag Them
Instagram marketing has evolved into a full shopping experience, where users can tap a tag, view pricing and details, and buy directly from your post or via your website.
That’s frictionless marketing.
Product tags help your content reach new customers through Instagram’s Shop tab, search, and recommendations, and they also make it easier to track conversions from your posts.
You can tag products in photos, carousels, Reels, and even Stories, linking them to your catalog in Commerce Manager. When paired with influencer or creator posts, product tags create a powerful, connected path from discovery to purchase.
Tagging products turns your organic content into a storefront.
At its core, the algorithm rewards relevance and interaction. It looks at how users behave—what they like, comment on, save, and share—then prioritizes similar content in their feed, Stories, and Reels tabs.
The biggest ranking signals are:
Engagement quality: Saves, shares, and comments weigh more than likes.
Consistency: Accounts that post regularly stay visible.
Relationships: Content from people or brands users interact with most appears first.
Format variety: Using Reels, Stories, and carousels helps signal an active, valuable account.
To work with the algorithm, focus on genuine engagement over volume. Encourage conversation, use relevant hashtags and keywords, and post when your audience is most active.
13. Keep Track of New Updates and Features
Instagram never stops evolving.
The biggest changes on the platform revolve around AI and personalization.
Instagram is testing AI content recommendations that surface posts based on visual themes, tone, and engagement signals, not just hashtags. That means smart captioning, keyword use, and audience insights are more important than ever.
You’ll also see new tools for creators and brands, like AI-generated captions and image editing, expanded product tagging for Reels, and enhanced analytics dashboards that show cross-platform performance.
The platform’s Creator marketplace has also expanded, making influencer partnerships easier to manage directly within Instagram. That’s a huge win for brands running multiple campaigns.
The key is to experiment early. Every new feature gives you a short-term visibility boost while competitors lag behind. Keep an eye on the Meta for Business blog or @creators account. Both regularly preview what’s coming next.
FAQs
What is Instagram marketing?
Instagram marketing is the use of the platform’s tools, features, and content formats to build awareness, connect with customers, and drive sales. It includes everything from organic content (photos, Reels, and Stories) to paid campaigns, influencer partnerships, and user-generated content.
How do I market on Instagram?
Whether you’re a global brand or a local small business, Instagram gives you space to grow your audience and drive real results. Here’s where to start:
Boost what’s working: Promote high-performing posts to reach more of your target audience.
Switch to a Business or Creator account: This unlocks analytics, ads, and call-to-action buttons.
Optimize your profile: Include a clear bio, branded visuals, and a link to your site or store.
Start posting consistently: Mix images, Reels, and Stories to see what connects best.
Engage your community: Respond to comments, run polls, and encourage user-generated content.
Is Instagram marketing effective?
Instagram marketing can be incredibly effective when done correctly. Instagram remains one of the highest-performing social platforms for engagement and return on investment (ROI). According to Sprout Social’s 2025 report, 29 percent of consumers make purchases on Instagram, and Instagram came in second at 22 percent of marketers reporting it as the highest-ROI social channel.
Conclusion
While wading into the world of social media marketing may seem overwhelming, employing these Instagram marketing tips makes your descent simple.
As you grow your following and interact with your target audience, be sure to keep an eye on your metrics. Look at what’s available from the app itself and those from external platforms like Google Analytics.
From there, double down on what works and adjust quickly when things change, because they always do. If you need help scaling, consider partnering with Instagram marketing agencies that specialize in strategy, content, and growth.
That’s a lot of eyes. And it’s why your YouTube marketing strategy matters.
Think about it. Searchers often click video first for “how to,” reviews, and comparisons. If your video answers the question clearly, you win two placements (on YouTube AND Google) with one asset.
That search role matters more now. Google results and AI Overviews are citing YouTube videos far more often. That means the right video can earn visibility on YouTube and in Google’s AI-enhanced results.
Here’s how to take advantage of YouTube’s massive reach and growing role in search.
Key Takeaways
YouTube is still a search engine first. Optimize every video like a web page. Titles, keywords, and descriptions all matter.
Short-form video drives discovery. Use Shorts to grab attention and push viewers toward your long-form content.
Consistency beats virality. One great upload won’t build your channel, but showing up weekly will.
Engagement fuels growth. Comments, likes, and watch time tell YouTube your content deserves more reach.
Cross-promotion multiplies exposure. Share clips across LinkedIn, Instagram, and email to spark early momentum and feed the algorithm.
Why Market on YouTube?
Short-form video is where attention stacks up right now.
More than 120 million people watch YouTube every day. That’s reach you can’t ignore.
It also fits how people search. Viewers type questions into the platform, often searching for product comparisons or “how-to” content. That’s the magic of YouTube marketing: Your video can rank on YouTube and, increasingly, get pulled into Google’s AI results.
The numbers are staggering. Total YouTube citations are up more than 400 percent in AI Overviews alone, per Ubersuggest data.
Shorts adds even more surface area. YouTube confirmed 200 billion daily Shorts views in 2025. That’s a firehose of discovery for quick tutorials, comparisons, and teasers that push to deeper content.
And it’s accessible. You don’t need a studio. A phone, a clear topic, and tight editing are enough to compete in most niches.
Start with one Shorts series and one weekly long-form video. Just be sure to use chapters as well as strong titles and descriptions that read like answers. Steer clear of slogans.
You’ll find everything from tech reviews and finance breakdowns to ASMR and speed cleaning. There’s even a channel about a lawyer who picks locks.
With that much competition, your YouTube marketing strategy has to start with clarity: who you’re talking to, what kind of content they actually want, and where you can add something different.
That means:
Pinpointing your target audience.
Choosing the video formats that match their attention span.
Studying competitors to see what’s working and where the gaps are.
Once you know your lane, everything else—your topics, cadence, and growth plan—gets a whole lot easier.
Figure Out Your Target Audience on YouTube
YouTube is too big to win by going broad. “Everyone” isn’t an audience. The sweet spot is finding a niche that’s specific enough to stand out but big enough to grow.
Start with who already buys from you. Look at your website analytics and social media insights to see who’s engaging most.
Age, interests, and location all help. Tools like Google Analytics and YouTube Studio can show you what your current audience searches for and watches next.
Then, build a quick buyer persona:
Who are they? (job title, interests, pain points)
What do they search on YouTube?
When and how do they watch? On desktop, mobile, or TV?
What tone or style do they respond to?
Once you define that persona, brainstorm content they’d actually click. If your viewers are marketing managers, short “how-to” clips might work better than 20-minute explainers.
You don’t need to reach everyone, just the right people often enough that YouTube’s algorithm starts recognizing your audience and recommending your videos to more like them.
See the Types of Videos Your Target Audience Likes
It’s not enough to know who your target audience is. You need to understand what kind of videos they like to watch. There are hundreds of different types of videos on YouTube:
Start by checking what’s already working in your niche. Search your main keywords on YouTube and filter by “Most Viewed.” Make note of formats that dominate the results:
How-to tutorials: Great for education-driven niches.
Explainer videos: Ideal if you sell products or software.
Case studies or success stories: Perfect for B2B audiences.
Listicles and tips videos: Work well for lifestyle and marketing content.
Shorts: YouTube’s fastest-growing format, great for quick insights, teasers, or trends.
Livestreams: Build community and drive real-time engagement.
Use YouTube Analytics to compare your own watch times, click-through rates (CTR), and retention graphs. You can also plug your top-performing videos into Ubersuggest and use the Content Ideas tool to see related topics gaining traction.
Don’t settle for just copying what’s popular. The goal is to spot patterns in what your audience values, and then make those formats your own.
People love short-form content because it’s fast, visual, and snackable. They can learn something, laugh, or get inspired in under a minute. For brands, that’s a huge opportunity to build awareness and trust without needing a big budget.
Use Shorts to highlight quick takeaways, answer common questions, or tease a longer video. Think of them as “trailers” for your main content.
Repurpose what you already have:
Cut 15- to 60-second clips from your best-performing videos.
Turn customer quotes or stats into vertical video slides.
Use one key insight per clip. Don’t cram in too much.
Shorts also travel well. You can cross-post them to Instagram Reels, TikTok, and LinkedIn to expand your reach without doubling your workload.
Start small, stay consistent, and you’ll see which ideas hook your audience fastest.
Check Up on Your Competition
You’re not creating in a vacuum. Every niche on YouTube already has leaders. Studying them is one of the fastest ways to sharpen your YouTube marketing strategy.
Start by searching your main keywords and noting who consistently ranks on the first page. Those are your real competitors.
Then use tools like vidIQ or TubeBuddy to see what’s driving their performance. Pay particular attention to metrics like average views per video, upload frequency, engagement rate, and keyword use.
Go beyond views, too:
What video formats do they use most? Tutorials, reviews, Shorts?
How do they open and end each video?
What topics or questions show up repeatedly in their comments?
Your goal isn’t to find the gaps. If competitors focus on broad topics, go deeper. If they post irregularly, show up consistently.
Learn the playbook, then rewrite it in your own voice.
Part 2: Create A Great Channel Layout and Organize Your YouTube Content
First impressions matter.
When people land on your channel, they should instantly know who you are, what you talk about, and why they should subscribe.
My value proposition and color scheme are simple and match my website. The banner says how often I publish new videos. My trailer is like an extension of the value prop.
A clean, consistent channel layout builds trust fast.
Start with a short trailer that introduces your niche and what viewers can expect from you. Use a simple banner that matches your website’s look and feel, and make sure your “About” section includes a clear description, publishing cadence, and links to your website or lead magnets.
Group your videos into playlists organized by topic or intent, by tutorials, product demos, case studies, or Shorts, for example. Playlists help with binge-watching and signal YouTube that your content fits together, which improves discoverability.
The goal is to make your channel feel like a well-organized library, not a random drop box of uploads.
Next, I’ll show you how to plan your upload schedule and design thumbnails that get clicks.
Create Regular YouTube Content With a Content Calendar
A good posting rhythm might be one long-form video per week and two to three Shorts. That balance keeps your channel active without burning you out.
A content calendar helps you make that consistency sustainable. Tools like Notion, Trello, or Google Sheets work fine for scheduling.
Plan your topics by theme (e.g., SEO tips one week, case studies the next) and map your filming and editing days so uploads never sneak up on you.
Track ideas that come from your comments or analytics. If a video starts outperforming, use it as a springboard for spinoff Shorts or deeper follow-ups.
Think of your calendar as a publishing system and pillar of your overall content marketing strategy. It keeps you accountable and makes sure every video ladders back to your larger YouTube marketing strategy.
Design the Right YouTube Thumbnails
Your thumbnail is the visual hook. It’s what earns the click.
Today’s best-performing thumbnails are simple, bold, and emotionally clear.
Avoid clutter and heavy text.
Focus on one focal point: a face, an object, or a clear action shot.
Add minimal copy (four words or fewer) that reinforces the video title rather than repeating it.
Bright, high-contrast colors still grab attention, but brand consistency matters more. Stick to the same font, color palette, and framing so viewers instantly recognize your channel.
Use visual contrast. Use a light subject and dark background (or the reverse).
Keep it honest. Don’t mislead viewers with clickbait. You’ll hurt retention and trust.
Design mobile-first.Nearly 70 percent of views happen on phones, so test how your thumbnails look small. According to NP Digital, B2C content gets nearly 60 percent of views on mobile, with just under 50 percent for B2B content.
Tools like Canva and Figma make quick testing easy. Create two to three versions, check CTR in YouTube Studio, and double down on what performs.
The good news? You can still rank high without ads if you know how to optimize your videos for search.
In this section, we’ll cover the basics, like how to research keywords, write clickable titles and descriptions, and structure your videos for discoverability.
If you want a deeper dive into the full process, check out my full guide on YouTube SEO.
Keyword Research on YouTube
Every strong YouTube SEO strategy starts with keyword research. You can’t optimize what you haven’t defined.
Look for keywords your audience is already searching for. Tools like Ubersuggest, TubeBuddy, and vidIQ can show search volume, competition level, and related keyword ideas directly from YouTube data.
So, focus on “how to,” “best,” “tutorial,” and “review” phrases. They’re gold because they match how users search when they’re ready to learn or buy.
Writing Great Descriptions
Your description is prime SEO real estate. YouTube gives you 5,000 characters to work with. Use it.
Start strong. Mention your focus keyword in the first 25 words and naturally repeat it two or three times throughout. Use short paragraphs or bullet points so it’s easy to skim.
Structure your description like this:
Hook: One or two sentences that summarize the value of the video.
Context: Expand on the topic, naturally using keywords.
Next steps: Include links to related videos, your website, or lead magnets.
Add timestamps for long-form videos and external links above the fold (before the “Show More” cutoff).
Above all, don’t keyword stuff. Write like you’re helping a person, not an algorithm. The algorithm will notice anyway.
How to Write a Great YouTube Title
This is one area you cannot ignore. Even if your content is great, it won’t matter if you can’t get people to actually click on your video in the first place.
A strong title can make or break your video’s performance. You only get about 50 to 55 visible characters on desktop, so every word counts.
Good titles combine clarity, curiosity, and keywords. For example:
“SEO for Beginners: 5 Fast Ways to Rank Higher on Google”
“I Tried YouTube Shorts for 30 Days. Here’s What Happened”
Keep it natural, and don’t force full keyword phrases if they sound robotic. Use parentheses or numbers to add clarity:
“Email Marketing Tips (That Actually Work in 2025)”
“Top 10 Tools for Video Editors”
Business Insider does a solid job of writing concise, compelling (and clickable) titles:
Avoid ALL CAPS or excessive punctuation. It reads like spam.
Pair your title with a strong thumbnail so the story connects visually. YouTube reads that combination as a signal of quality and relevance.
Add Closed Captions and Transcripts on Videos
Captions do more than make your videos accessible. They make them searchable.
When you upload closed captions or full transcripts, YouTube indexes that text. That means every word in your video becomes a keyword opportunity.
Turn on auto-captioning, but always edit the results for accuracy. If you already have a script, upload it as a transcript to save time.
Bonus: Captions help with international reach. You can upload translated subtitles for new audiences without creating new videos.
Think of captions as the hidden SEO layer that boosts both accessibility and discoverability.
Use YouTube Tags
Tags used to carry major weight in YouTube SEO; now, they play a smaller but still useful role.
Use tags to help YouTube understand your video’s context, especially if your topic has alternate spellings or similar keywords.
Start with 5 to 8 targeted tags, mixing broad and long-tail terms. For example:
“Video marketing”
“YouTube marketing strategy”
“How to grow on YouTube in 2025”
Avoid adding dozens of unrelated tags, as it can dilute your relevance score.
Drive Likes, Comments and Subscriptions
Engagement is fuel for the YouTube algorithm. When people like, comment, and subscribe, YouTube sees your content as valuable and pushes it to more viewers.
But don’t just say, “Like and subscribe.” Give people a reason. For example:
Ask a question mid-video to prompt comments.
Add a simple end-screen with a subscribe CTA.
Thank viewers for specific feedback in your next upload.
Subscriptions signal trust, comments signal community, and likes signal quality. Each tells YouTube, “This video was worth watching.”
Track engagement in YouTube Studio, and use those patterns to adjust your intros, pacing, and calls to action (CTAs).
Part 4: How to Produce a Great YouTube Video
Every strategy we’ve talked about so far leads here: the video itself. Your titles, thumbnails, and descriptions only work if the video delivers real value and keeps people watching.
Think of this section as the engine behind your YouTube marketing strategy. It’s where ideas turn into content that earns retention, watch time, and trust—the three metrics that drive long-term growth.
Let’s break down how to build better videos from script to finish: how to structure your story, hold attention, and guide viewers to take the next step.
Build Your Video Script
You don’t need a Hollywood script, but you do need a plan. Even spontaneous creators outline what they’ll say before hitting record.
A good YouTube script keeps your message tight, your pacing smooth, and your delivery confident. An outline like this is a good starting point:
Hook (0-10 seconds): Why this topic matters now.
Setup: What you’ll cover and what viewers will get from it.
Main content: Teach, demonstrate, or share insight clearly.
CTA: What to do next. That might be to watch, subscribe, or click a resource.
Write in your speaking voice. In other words, lean into short sentences and natural pauses.
The best videos feel conversational but stay focused. Always come back to why your audience should care. If a line doesn’t serve that, cut it.
Pro tip: record a test run. If your energy dips or you ramble, your audience will, too.
Create a Great Opening and Sustain Viewer Attention
So, start fast. Skip the long intro slides or slow fades. Jump straight into the payoff: the problem you’re solving or the question you’re answering.
Great openings often share three traits:
Strong hook: Lead with curiosity or a bold promise.
Visual movement: Add a quick cut, prop, or change in camera angle early.
Context: Tell them what they’ll learn and why it matters, quickly.
A good example is my video titled “How to Master Social Media in 2025.”
Here, I:
Lead with the outcome (“Master Social Media in 2025”), not just the topic.
Open with quick b-roll of trending social platforms before it cuts to me on camera; the motion and pattern change instantly catches the eye.
Establish relevancy and immediacy within the first few seconds.
In your videos, keep the momentum with pattern shifts every 15 to 20 seconds: zooms, graphics, or scene changes.
An average view duration of 50-60 percent is considered good, while anything above 70 percent is considered excellent. Hitting at least that 50 percent mark is key to YouTube continuing to push your video to new audiences.
Create Calls to Actions Through Info Cards and End Screens
A video without a next step is a dead end.
Use info cards and end screens to guide viewers while attention is still high.
Info cards: Add mid-video links to related videos or playlists. Drop them right after a key insight, not randomly.
End screens: Use the last 20 seconds to point to one next video, a playlist, or a subscribe button, but never all three.
Keep CTAs natural. Instead of “Please subscribe,” try, “If this helped, you’ll love my next video on [topic]. It’s linked right here.”
These small nudges turn casual viewers into repeat watchers and subscribers, which boosts session time. And that’s one of the biggest ranking signals in YouTube’s algorithm.
Part 5: Promoting Your YouTube Channel
YouTube’s recommendation system drives most discovery, but it’s not magic. You still have to push your videos into the world.
Cross-promotion works best when each post feels native to the platform. Don’t treat it like a copy-paste link dump.
Cross-Promote With Other Channels
Collaborations are the fastest way to borrow trust. Find channels with overlapping but not identical audiences. In other words, look for similar topics or complementary angles.
Start by searching your niche keywords and filtering by upload date to spot active creators. Tools like Social Blade can reveal engagement and audience size before you reach out.
Pitch collaborations that add value to both sides:
Co-host a live Q&A or short challenge.
Swap “guest clips” where each creator adds one insight to the other’s video.
Build a joint playlist that benefits both channels’ discovery.
When you collaborate, you tap into built-in credibility. It’s one of the most cost-effective ways to introduce your content to qualified viewers.
Consider Influencer Marketing
One of the fastest ways to grow a YouTube channel is to borrow someone else’s audience.
You don’t need to work with A-list creators to see results. In fact, micro-influencers often drive better engagement than large creators. Their audiences feel more connected, which means more real traffic for you.
Start by looking for creators in your niche who share your target audience but don’t post the same type of content.
If you teach SEO, partner with a design or copywriting channel. You’ll both reach new viewers without stepping on each other’s toes.
Collaboration videos still work great. Film a challenge, swap expert tips, or make a guest appearance on each other’s channels. Just make sure the partnership feels natural and mutually beneficial. Forced collabs turn viewers off.
As your channel grows, return the favor. Supporting smaller creators builds goodwill and can bring you some of the most loyal fans you’ll ever get.
Build a Community on YouTube By Engaging With Your Audience
Community is what turns viewers into advocates.
Reply to comments within the first hour of posting. It boosts engagement signals and shows you’re active. Use the Community tab to post polls, updates, or behind-the-scenes thoughts between uploads.
Other smart plays:
Host live streams or ask-me-anythings (AMAs) to build real-time interaction.
Shout out viewer ideas or feedback in future videos.
Ask your audience for input on new topics or titles.
Channels with active comment threads and regular audience participation tend to hold viewers longer. Engagement sends a strong signal to YouTube that your content is resonating, which helps videos appear more often in recommendations.
Your videos start the conversation that your community keeps going.
Part 6: YouTube Marketing Tools
Even great ideas fall flat without the right setup.
The good news?
You don’t need a production studio to run a professional channel. But you do need the right stack of tools.
Start with video creation and editing.
Descript lets you edit videos by editing text. It’s perfect for quick cuts, captions, and repurposing clips for Shorts or LinkedIn.
CapCut and Premiere Rush are ideal for mobile and social-first editing, simple, fast, and powerful enough for branded content.
If you’re producing tutorials, tools like Loom or ScreenPal (formerly Screencast-O-Matic) make screen recording easy.
Next, focus on optimization.
TubeBuddy and vidIQ plug directly into YouTube Studio to help with keyword suggestions, tag ideas, A/B testing for thumbnails, and SEO checklists.
Canva streamlines thumbnail design with preset YouTube templates and brand color kits.
For analytics, lean on data:
YouTube Studio gives detailed retention graphs and click-through data, but pair it with Ubersuggest or Google Analytics to see how YouTube traffic flows to your website.
Tools like Social Blade let you benchmark against competitors and spot growth trends.
Part 7: YouTube Paid Advertising
Organic reach takes time, but YouTube ads can fast-track visibility when done right. Paid campaigns let you target by audience, topic, and intent. That way, your content reaches the people most likely to act.
Let’s break down the core ad types and how to make them work.
Understand the Main YouTube Ad Formats
YouTube offers several ad options, but these three drive the most results for marketers:
Skippable in-stream ads: Appear before or during videos. Viewers can skip after five seconds, so make your hook count. The first line and first visual should tell them why to keep watching.
Non-skippable in-stream ads: Capped at 15 seconds; best for brand awareness or quick product demos.
In-feed video ads: Show up in search results and “related videos” sections. These work like organic videos, ideal for promoting tutorials or long-form educational content.
Best Practices for YouTube Ad Success
Hook immediately. Your first five seconds decide everything. Lead with a visual or statement that grabs attention.
Target precisely. Use audience segments—custom intent, remarketing lists, or lookalike audiences—to reach people ready to buy.
Keep it short and focused. Under 30 seconds is best for direct-response goals; longer formats work for storytelling or education.
Add a clear CTA. Whether it’s “Learn More,” “Subscribe,” or “Shop Now,” make it obvious and actionable.
Test variations. Run A/B tests on thumbnails, headlines, and CTAs. Even small tweaks can double performance.
Pairing paid ads with your organic content strategy multiplies reach. You build awareness fast and nurture those viewers with helpful videos afterward.
Frequently Asked Questions
What is the best strategy for YouTube?
The best YouTube strategy starts with clarity. Know exactly who you’re creating for and what value you bring. Focus on consistent uploads, strong storytelling, and search-optimized titles and descriptions. Promote your videos across other channels, collaborate with related creators, and use analytics to refine what’s working. When your content and audience focus align, growth follows.
How to grow your YouTube channel?
Growth comes from momentum. Post regularly (at least once a week), engage with your community, and optimize each video for SEO. Create a mix of long-form and short-form content, and always include clear calls to action that turn viewers into subscribers. Collaborate with other creators to tap into new audiences and expand reach faster.
How do you attract subscribers on YouTube?
Creating highly engaging videos is the first step to attracting subscribers. But you also need to write great titles and descriptions, work hard to promote your videos, and collaborate with other YouTubers to raise brand awareness.
How to gain subscribers on YouTube?
Viewers subscribe when they trust your content and know what to expect. Make your videos clear, consistent, and valuable from the start. End each one with a reason to subscribe, like “new videos every Tuesday” or “more quick tips coming next.” Reply to comments, mention loyal fans in videos, and use playlists to keep new viewers watching longer.
What is the best content to create on YouTube?
The best content teaches, entertains, or solves a problem—ideally, all three. Tutorials, reviews, and “how-to” videos tend to perform best, especially when tied to specific search intent. Short-form videos (YouTube Shorts) are perfect for quick tips and discovery, while longer videos build authority and watch time. Test formats, watch your analytics, and double down on what your audience finishes watching.
Conclusion
Congrats on making it through this full YouTube marketing guide. Now you’re set to become the next YouTube star.
Start small, stay consistent, and focus on value over virality. Every upload teaches you something about your target audience and sharpens your message.
So grab your camera and get your ideas out there. Your next great video could be the one that changes everything.
You might not see huge traction after your first video, and that’s okay. Keep showing up with quality, purpose, and a plan. Over time, those small wins compound into serious momentum.
A new column called “Original Conversion Value” has started appearing inside Google Ads, giving advertisers a long-requested way to see the true, unadjusted value of their conversions.
How it works. Google’s new formula strips everything back:
Conversion Value
– Rule Adjustments (value rules)
– Lifecycle Goal Adjustments (e.g., NCA bonuses)
= Original Conversion Value
Why we care. For years, marketers have struggled to isolate real conversion value from Google’s layers of adjustments — including Conversion Value Rules and Lifecycle Goals (like New Customer Acquisition goals). Original Conversion value makes it easier to diagnose performance, compare data across campaigns, and spot when automated bidding is boosting value rather than actual conversions.
In short: clearer insights, cleaner ROAS, and more confident decision-making.
Between the lines:
Value adjustments are useful for steering Smart Bidding.
But they also inflate numbers, complicating reporting and performance analysis.
Agencies and in-house teams have long asked Google for a cleaner view.
What’s next. “Original Conversion Value” could quickly become a go-to column for:
Revenue reporting
Post-campaign analysis
Troubleshooting inflated ROAS
Auditing automated bid strategies
First seen. This update was first picked up by Google Ads Specialist Thomas Eccel when he shared spotting the new column on LinkedIn
The bottom line. It’s a small update with big clarity. Google Ads is giving marketers something rare: a simpler, more transparent look at the value their ads actually drive.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/11/Screenshot-2025-11-18-at-16.40.16-l0XhcV.webp?fit=549%2C451&ssl=1451549http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-11-18 17:01:322025-11-18 17:01:32Google Ads quietly rolls out a new conversion metric
Google announced the release of its latest AI model update, Gemini 3. “And now we’re introducing Gemini 3, our most intelligent model, that combines all of Gemini’s capabilities together so you can bring any idea to life,” Google’s CEO, Sundar Pichai wrote.
Gemini 3 is now being used in AI Mode in Search with more complex reasoning and new dynamic experiences. “This is the first time we are shipping Gemini in Search on day one,” Sundar Pichai said.
AI Mode with Gemini 3. Google shared how AI Mode in Search is now using Gemini 3 to enable new generative UI experiences like immersive visual layouts and interactive tools and simulations, all generated completely on the fly based on your query.
Here is a video of showing how RNA polymerase works with generative UI in AI Mode in Search.
“In Search, Gemini 3 with generative layouts will make it easy to get a rich understanding of anything on your mind. It has state-of-the-art reasoning, deep multimodal understanding and advanced agentic capabilities. That allows the model to shine when you ask it to explain advanced concepts or ideas – it reasons and can code interactive visuals in real-time. It can tackle your toughest questions like advanced science.”
More Gemini 3. Google added that Gemini 3 has:
State-of-the-art reasoning
Deep multimodal understanding
Powerful vibe coding so you can go from prompt to app in one shot
Improved agentic capabilities, so it can get things done on your behalf, at your direction
Availability. Gemini 3 is now rolling out, yes, in AI Mode but here also:
For everyone in the Gemini app and for Google AI Pro and Ultra subscribers in AI Mode in Search
For developers in the Gemini API in AI Studio, our new agentic development platform, Google Antigravity; and Gemini CLI
For enterprises in Vertex AI and Gemini Enterprise
Why we care. Gemini 3 is currently powering AI Mode, the future of Google Search. It will continue to power more and more search features within Google, as well as other areas within Google’s platforms.
Being on top of these changes and how they impact search and your site and maybe Google Ads is important.
Attribution in the modern marketing age can be confusing. But the pressure on marketing teams to “prove what’s working” never goes away.
Traditionally, marketers had certain data we could always rely on, but the data pool we can pull from seems to be growing and shrinking at the same time. Between privacy constraints, zero-click searches, AI Overviews, and channel-walled gardens, marketers are flying blind in more ways than they realize. Attribution has always been an imperfect science. And in 2025, it’s gone from fuzzy to fragmented.
If you’re planning marketing budgets and trying to defend where your spend is going, there’s no need to freak out. Marketing attribution is possible. It doesn’t look like it used to, though. And if you’re still only relying on touch-based models or last-click reports, you might be measuring the wrong things entirely.
Let’s break down where attribution is failing, what’s making it harder, and what forward-looking marketers are doing to close the gap.
Key Takeaway
Attribution challenges have multiplied due to AI, automation, and privacy shifts.
Walled gardens, offline sales, and dark social are major blind spots, and they often overlap.
Deterministic, touch-based attribution is giving way to modeled and probabilistic methods.
AI isn’t just the problem, it’s also part of the solution.
You don’t need perfect data. You need data that helps you make better decisions.
The New Face of Attribution
Attribution used to be about stitching together clicks. Now, we’re lucky if we get clicks at all thanks to zero-click search.
Today’s buyers bounce between different platforms on multiple devices and AI-curated content. They’re influenced by ads on a connected TV or product mentions in a ChatGPT thread, and neither of those leaves a clean digital trail.
Meanwhile, ad platforms like Meta and Google have leaned hard into automation. That means fewer transparent levers to optimize and more “black box” performance metrics. According to NP Digital analysis, there are over 90% fewer optimization permutations in Google and Meta Ads today compared to 2023. So yes, marketing attribution is back. But the infrastructure around it seems more broken than ever.
Finding Marketing Blindspots
Unfortunately, the reality is that attribution blind spots don’t come with a warning light. You may be staring directly at your dashboard and not notice traffic is piling up in areas you’re not tracking. And the amount of potential blindspots is growing.
Here are the big ones:
Walled Gardens: Platforms like Google, Meta, and Amazon are all powerful, but have become much more mysterious as search evolves. You’re renting their space, but if you don’t play by their rules, you may not get complete visibility.
Offline Sales: Leads turn into deals in CRMs, call centers, or retail. They may have started as a click, but the customer journey ends at a brick-and-mortar location or an entirely different platform than the original click.
Cross-Device Journeys: That ad someone saw on mobile might convert from their phone, but they could just as easily become a sale on their desktop or smart TV.
Building Awareness: Upper funnel spend (like digital out-of-home (OOH) or video) gets undervalued because it rarely leads to a direct conversion.
Dark Social: Private sharing (think WhatsApp, SMS, Signal) shows up in attribution models as “direct”, but it’s not.
LLM Traffic: People are discovering brands via large language models, and those referrals are often invisible in GA4.
To make matters worse, these blind spots can stack. Before you know it, you find yourself in a nightmare marketing scenario where you’re not just missing one data signal, you’re missing combinations of them, making optimization even harder.
New Attribution Trends and Technology
You can keep up with all of this. It just requires a switch in perspective. Marketers should evaluate their campaigns using a combination of modeled attribution and traditional touch-based metrics. You may never fully connect every dot, and that’s okay. The goal isn’t perfection, just enough clarity to defend marketing budget allocations.
Modern marketers are using these tools:
Incrementality testing: Geo holdouts and lift studies to isolate what’s actually moving the needle.
MMM (Marketing Mix Modeling): Especially useful for larger budgets or mixed channel strategies.
Correlation analysis: Pre/post testing, contextual lift, and even proxy signals like brand search volume.
Unified first-party data: Clean, consistent CRM and web data feeding both your models and your platforms.
The best strategies blend these methods based on spend level, complexity, and conversion volume. Leveraging AI in your marketing efforts is one of the best ways to automate this research as much as possible and maximize the benefit of these tactics.
AI and Blind Spots
Some marketers may feel like AI is eroding attribution. While that could be true, the technology is also helping to rebuild it.
Here’s how AI is stepping in:
Generative AI: LLMs like ChatGPT are now discovery platforms. They drive traffic, but don’t always identify themselves unless you tag them.
AI coworkers: Agentic AI simulates user behavior, tests messaging, and can even help set up GA4 tracking automatically.
Machine learning models: Used in MMMs and platform attribution to refine forecasts, assign contribution, and make predictions.
Still, only 55% of marketers trust AI-generated insights, according to CoSchedule. The key is to treat AI as an assistant, not the authority. Use it to speed up testing and build models, but validate with your own data.
Analytics platforms like Adobe Analytics are also making steps to better capture attribution from AI tools. In October they released a new referrer type called “Conversational AI Tools” to segment out traffic from ChatGPT and other LLMs from the other channels marketers have historically monitored.
Closing The Gap With Attribution Strategies
So, how do you go from blind spots to better planning? You don’t need perfect clarity. You need consistent signals and a smarter strategy.
Here are some ways marketers are closing attribution gaps:
Clean your first-party data: Data from internal sources like your website and CRM needs to be trustworthy. These are your most important sources of truth.
Use multipliers: Adjust performance based on geo lift or experiment results. Not every click counts equally.
Invite questions: Models are approximations. Encourage teams to challenge them and make improvements as time goes on.
Survey your customers: Ask where they heard about you. It’s old school, but incredibly effective for context.
Use offer codes and landing pages: Even if not perfect, they create new signals across dark social or offline.
Track “AI Referrers”: Create custom =channels in your web analytics, including in GA4, to segment out performance from LLM-driven traffic.
Linking Attribution To Business Outcomes
Attribution and business outcomes go hand-in-hand. Understanding where your most profitable leads originate is essential to growing any business, regardless of its size.
You want to connect your data to actual decisions, such as forecasts, budgets, and resource allocation. But, with the marketing landscape changing so quickly and drastically, how do you know which metrics to follow?
Here are the metrics that matter now:
Total conversions and incremental conversions
Conversion value over time
Cost per incremental conversion
Spend thresholds by tactic
Directional change (old model vs. new)
Remember: even if your models aren’t perfect, if they get you closer to optimal spend, it’s working. Continuous improvement for your attribution strategy will get you closer and closer still.
FAQs
What is a marketing attribution blind spot?
It’s any part of the customer journey you can’t track, like dark social shares, offline sales, or LLM referrals that may be influencing conversions without showing up in your data.
Can AI help with attribution?
Yes, but only if used smartly. AI can simulate behavior and identify patterns, but it’s not a silver bullet. Use it to complement your experiments and first-party data.
What’s the best attribution model?
There isn’t one. The most effective models mix touch-based data with testing and contextual clues. Choose based on your business size, channel mix, and data maturity.
Conclusion
When it comes to effective attribution, you just need to see enough to move forward.
Mastering this skill in the modern marketing world is less about getting the credit right and more about making smarter calls with what you can measure. The key is to stop chasing perfection and start building a system that helps you plan and adapt to the data you gather from your testing in real-time. Attribution isn’t the whole picture, but it remains the best tool we have to illuminate the path forward, including its blind spots.
Naturally, we can still learn from tried and true marketing methods. We may just have to think outside the box on how to apply them to today’s search environment and customer journey. It’s worth checking out our guides on which marketing campaigns drive the best impact and how to track your marketing ROI. Combining this extra knowledge with your new attribution perspective could be the secret sauce to put you ahead of the pack in 2026.
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