Google is now rolling out access to AI Mode to its second batch of users. Google first allowed Google One AI Premium subscribers access to AI mode, when it first launched on March 5th. If you opted into AI Mode and are based in the United States, you may now have access.
How to access AI Mode. Once you again access then you should be able to access AI Mode – here is how:
Go to www.google.com, enter a question in the Search bar, and tap the “AI Mode” tab below the Search bar.
Go directly to the AI Mode tab on Google Search at: google.com/aimode.
In the Google app, tap the AI Mode icon below the Search bar on the home screen.
The initial bug. When Google emailed me and hundreds of other searchers with their invites to try AI Mode at around 5:20pm ET today, many were unable to access it. When you clicked the “Try now” button, it told you to opt in and wait to get access.
What is AI Mode. AI Mode is a new tab within Google Search, right now only for those accepted into the Google Search Labs experiment, that brings you into a more AI-like interface. Google said AI Mode “is particularly helpful for queries where further exploration, reasoning, or comparisons are needed.” AI Mode lets you explore a topic and get comprehensive AI-based answers without you needing to do those comparisons and analyses yourself. We saw rumors of this news and it is finally officially here, for some of you.
Why we care. AI Mode may reveal the future of Google Search and search futures that may be incorporated into Google Search in the days ahead.
So see if you have access and play around with it so you can understand how this new Google Search feature works.
Confirmed. Google’s Robby Stein confirmed the expanded rollout of AI Mode:
2/ We’re going to be adding new features and capabilities soon, like more visual responses, richer formatting and new ways to get helpful web content as shown in this example.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/google-lens-robot-ai-1920-800x457-9wGetj.jpeg?fit=800%2C457&ssl=1457800http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-24 22:32:082025-03-24 22:32:08Google AI Mode rolling out to second batch of users now
To some, SEO is technical; to others, it is creative.
Neither of these is 100% right or wrong.
SEO is all of this and more, depending entirely on the unique situation and goals of the business looking to use SEO.
This loose definition leads to some common and fairly troublesome issues.
One of these issues, which we see repeatedly and completely derails the success of projects – even by experienced agencies – is the misunderstanding between SEO strategy and SEO planning.
This article defines these terms and shows a simple way to ensure both strategy and planning are tackled with the rigor that the modern, hyper-competitive search environment demands.
Even Google is confused
The problem here is that Google does not really understand quality.
It knows what people click on. It understands specific authors, sites, and other traditional SEO metrics to help stack the deck.
However, Google does not enforce the true denotation of words in search results and often leans into common misconceptions.
What I am trying to say here is that Google gives people what they want and, by doing so, often accentuates issues where the meaning of a word has shifted.
SEO strategy is a perfect example.
A search here shows many posts optimized around “SEO strategy,” but none of them actually talk about SEO strategy in any detail (or at all).
What they really talk about is SEO goals and SEO planning.
The fact is that almost the entire first page of results conflates strategy with planning – even the AI Overview gets it wrong.
This leads businesses to focus on tactics without a clear overarching strategic vision.
The result?
Well, bad results for most (other than those hawking to rank for SEO strategy).
Why does this matter?
Am I just some pedant upset that the things returned are not truly relevant?
Well, maybe a little bit.
But, more importantly, I believe there is an opportunity for many hidden in the fog of this issue.
SEO (or any marketing) needs to deliver results.
However, when SEO is approached without clear distinctions between goals, strategy, and planning, efforts become reactive rather than proactive.
Businesses chase keywords and rankings rather than trying to offer something new and unique.
This leads to a hamster wheel of tactical SEO rather than building strategic and sustainable long-term visibility.
A better way forward: Goals, strategy, and planning
A solid SEO approach follows a simple, logical three-step sequence:
Define the goal: Where do we want to go?
Craft the strategy: How will we get there?
Develop the plan: What steps do we need to take?
By structuring SEO efforts this way, you can avoid aimless execution and instead build an intentional, well-structured approach to search visibility.
The rest of this article will show you how to tackle this differently and help steer your efforts toward long-term sustainable growth rather than short-term tactical wins.
First, some important definitions
We started by discussing a common misuse of the word “strategy” and how this leads to the strategy being overlooked.
Before we proceed, I feel it is useful to clarify the terms we use quickly so there are no misunderstandings.
This is denotation vs. connotation – the real meaning of a word vs. the common misunderstanding.
Authority building: Will we focus on link-building, PR, or thought leadership?
For example, if a SaaS company wants to dominate organic search, its SEO strategy might focus on thought leadership and topical authority rather than just ranking for high-volume keywords.
SEO planning: The specifics of the journey
Planning is where the tactical details come into play. It’s the nuts and bolts – everything from optimizing page titles to a full step-by-step breakdown of how to execute the strategy.
An SEO plan may include:
Conducting keyword research
Optimizing existing content
Building a backlink acquisition strategy
Developing a content calendar
Implementing technical SEO fixes
Think of planning as the navigation system that breaks your strategy down into actionable steps.
If there is one thing you take from this article, please let it be this:
Strategy is not planning, and planning is not strategy.
SEO strategy is the big picture that defines why your content should rank and outperform competitors.
While planning involves specific tactics like keyword research or content updates, strategy is about positioning your site as the best answer for user queries for a specific reason (the strategy).
This is not to say that standard SEO planning and tactics are not important.
Not at all.
Rather, by having this all backed up by a strategy, you maximize the chance that you will generate and sustain the results you are looking for.
Ultimately, SEO strategy is about why your site deserves to rank, not just how to optimize it.
The key is to remember that SEO success isn’t just about performing SEO tasks – it’s about approaching them with the clarity and structure provided by strategy.
Goals define the destination.
Strategy determines the best path to the destination.
Planning breaks the journey into actionable steps.
Implementing this structured approach can avoid wasted efforts, allow you to focus on what truly moves the needle, and build long-term organic growth.
This is better than the blind chasing of rankings and random acts of SEO that seem to characterize most campaigns.
Define your goal, craft a winning strategy, and execute a focused plan.
That is the kind of strategic SEO that gets results.
Imagine this: You are a wealthy art lover seated in a room filled with beautiful paintings and surrounded by other art lovers. You have a numbered paddle in one hand and a glass of champagne in the other. You are at the center of an auction and about to bid against all the other people in the room for the artwork you want.
Now imagine you are blindfolded! The auctioneer’s rapid-fire speech guides you as prices go higher and higher.
You periodically raise your paddle to make a bid; you assume that those around you are doing the same. But what if they’re not? What if the joke is on you, and you’re feverishly raising your paddle again and again to win the auction while everyone else in the room is motionless, watching you bid against yourself?
Never forget: Google Ads is an auction. Most of the time, you are blind, unaware of competing bids for the keywords your business needs to win.
At BrandPilot, we call the phenomenon of a search ad with no competition the “Uncontested Paid Search Problem.”
The Uncontested Paid Search problem
The BrandPilot definition of the Uncontested Paid Search ad is a Google search where no competitor ad is present across several search terms. Yet, you are still paying for your sponsored ad CPC, even without competition. You are essentially bidding against yourself.
Here’s an example of an Uncontested Paid Search ad. In this case, you can see that the sponsored ad is directly above the organic result, meaning there is no other competition for this search result.
There are two problems with these Uncontested Paid Search ads:
Wasted ad spend on organic traffic: A significant number of people simply click the sponsored ad as it appears at the top of their search, unnecessarily costing you money.
Overpaying for clicks in paid search: You want people to click on your sponsored ad, but you are unnecessarily paying a high CPC in the absence of competition.
The critical takeaway here is that advertisers are paying high CPC for ads with no competition every hour of every day. The whole point of the Google keyword auction is to bid fairly against your competitors on a CPC for a keyword, so why are advertisers paying the same CPC even when competition is not present?
When do ‘uncontested search ads’ happen?
Instances of uncontested search ads are more pervasive than you might think. While results will vary by industry, data from BrandPilot indicates that Google Ads for:
Branded keywords face no competition 20–30% of the time.
Non-branded (general search) keywords experience moments of no competition but at a rate of 5–10%.
This makes sense as there would be less competition for a keyword specifically related to a brand or product name.
How big is this problem?
Uncontested search ads are a silent thief of marketing budgets. While this topic is not widely discussed, it has enormous impacts on the marketing industry.
Here is one way to measure this industry-wide issue:
Google’s annual search revenue in 2024: $264 billion (Statista)
Ad budget breakdown: On average, 18% ($47 billion) is spent on branded keywords, while 82% ($216 billion) goes to non-branded keywords. (Dreamdata)
Estimated wasted ad spend: Advertisers may be wasting approximately $11 billion annually on branded CPC and approximately $16 billion on non-branded CPC.
How much are you spending on search ads? If you could recover approximately 25% of your branded keywords budget and another 7.5% of the non-branded keyword budget, where would you invest those savings?
How to fix the uncontested paid search ad problem
There are really only two options to optimize for searches with no competition:
Suppress your sponsored ad and let your organic search results float to the top of the search results page.
Replace your current sponsored ad with a clone that you gradually bid-walk down to the lowest possible CPC.
Option 1: Let organic win the day
For this option, marketers can simply pause their existing sponsored ad when there is no keyword competition at that moment. If you are conquering organic search for that keyword, this will allow your organic search results to appear at the top of the search results page and drive organic traffic to your website.
Important note: You would need to ensure that you rank No. 1 organically for that keyword search. Be mindful that, as a marketer, your organic search results might not include your current promos, copy, buyers’ journey, etc.
Option 2: Bid-walking down a CPC
In this scenario, a marketer would allow the sponsored ad and the organic link to appear simultaneously on the search results page.
In this case, marketers create a clone of their sponsored ad that is displayed only when there is no competition. Over time, marketers reduce the CPC of this “no-competition clone.” This allows them to retrain the search algorithm and get the CPC for this cloned ad all the way down to $0.01!
Maintaining search traffic
The above processes are designed to eliminate unnecessary Google Ads spending and create more budget for you to drive growth and revenue. Every month, brands who execute strategy for uncontested ads typically reclaim approximately 30% of their branded keyword budget and another 5–10% of non-branded keywords.
The real-world example below shows how a global fashion brand maintained website traffic while dramatically decreasing its Google Ads spend. In this case, the marketing team elected to simply pause their sponsored ads whenever there was no competition for the search term. Maintaining search traffic is more important to any marketer.
Here, you can see their blended CTR:
Reducing Google Ads spend
While maintaining search traffic, the marketing team was able to dramatically reduce its daily Google Ads spend simply by not paying a high CPC when a search result had no keyword competition. They were able to go from an average spend of $500 per day down to less than $100 — all while maintaining search traffic!
Final thoughts
Here’s the no-brainer: a flaw in Google Ads has you bidding to win the auction, even when there is no competition for your selected keywords. A seven-day inspection of your Google Ads data can help determine how the Uncontested Paid Search problems is impacting your search campaign budget.
You can save approximately 30% of your branded keyword budget each month and experience an 11% increase in site performance based on the redistribution of those wasted budgets.
Book some time to discuss your keyword costs and get a free Google Ads campaign audit.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/BrandPilot-2025-03-4FHOsC.jpeg?fit=1920%2C1080&ssl=110801920http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-24 11:00:002025-03-24 11:00:00Are you wasting your Google Ads budget bidding against yourself? by BrandPilot.ai
Shopify is one of the most impressive internet success stories. According to BuiltWith, the Canadian ecommerce giant now powers almost five million stores worldwide. Merchants choose it for its ease of use, robust features, scalability, and cost-effectiveness. Let’s go over the main reasons for choosing Shopify.
Shopify is an ecommerce platform that has everything under one roof. It’s a cloud-based solution that lets merchants create, customize, and manage online stores without issues. Shopify focuses heavily on ease of use and functionality, and with the thought of having businesses run an online business without technical expertise.
The CMS has quickly become one of the most popular ecommerce platforms. For instance, it dominates the US market, with a market share of around 30%. It helps by easily serving businesses of all shapes and sizes, from small startups to large enterprises.
Choosing the right ecommerce platform is critical to your online success. There are many good reasons to choose Shopify, as it’s versatile, user-friendly, and scalable. It’s a good solution for most businesses and even has an app store with tools like Yoast SEO for Shopify that help you with your content marketing and SEO efforts.
Primary features and services of Shopify
One of Shopify’s main features is hosting and scalability. As a managed hosting solution, the platform offers fast and reliable performance for your pages. Its infrastructure can handle traffic spikes and high-demand sales peaks like those during Black Friday sales.
Next, it is well-known for its template and customization options. The theme store has over 240 themes, all of which are mobile-friendly. You even get a selection of industry-specific themes to help businesses get online quickly.
Another strong aspect of the platform is its tools section and how it integrates with nearly everything. The app store has almost any app you need, from Shopify SEO tools like Yoast SEO to inventory management options. This breadth of options is very impressive.
Lastly, the CMS makes it easy to manage payments and financial transactions. It runs its own payment gateway, Shopify Payments, but it also supports various third-party payment processors.
These options together form a fully formed product that helps merchants with everything from server management to brand building and marketing. No wonder so many merchants choose Shopify as their ecommerce platform.
How does Shopify work?
Shopify’s intuitive platform makes starting and running an ecommerce store very easy. It doesn’t matter if you sell just one product or thousands — the software makes it accessible for every type of merchant.
Simple setup process
One of Shopify’s most impressive aspects is the setup. Entrepreneurs can literally launch an online store within a few hours — without prior technical know-how. The platform offers easy-to-use tools that work by simply dragging and dropping elements. In addition, it offers user-friendly walkthroughs to guide merchants through the process. There are pre-built themes to get started with quickly, and buying premium themes from the Theme Store is also possible.
Effortless management
Shopify has a clearly organized admin dashboard. Store owners can track orders, manage inventory, and check customer data in a single place. Merchants also enjoy the automation features. For instance, it automatically calculates taxes, handles shipping integrations, and manages checkout processes — a huge time saver!
Of course, as we live in the mobile age, the platform offers mobile app access. Merchants can manage their stores on the go, so they don’t have to miss anything when they are out and about. We’ve already mentioned that the store themes all scale with and perform properly on mobile devices.
All of these possibilities make Shopify a very good solution for most stores. Even a solo entrepreneur can build and manage a professional store without issues. This makes it a far more accessible option than platforms like WooCommerce or Adobe Commerce.
7 Key benefits of choosing Shopify
The ecommerce platforms’ impressive features, scalability, and customer-centric design stand out. Here are some key reasons merchants choose Shopify as their preferred ecommerce platform.
1. The user-friendly interface
Time and time again, merchants mention that the clean, intuitive interface is the most important reason for choosing this ecommerce platform. It’s one of the most user-friendly e-commerce builders out there, and it’s intuitive for beginners and powerful for experienced users.
Shopify has an innovative drag-and-drop builder that lets merchants customize the store layout and product pages without coding. The admin interface is clearly organized and simple, even for non-developers. Thanks to the guided setup and well-designed templates, business owners can quickly move from concept to live store. In addition, the admin panel gives an easy-to-understand overview of the store’s performance so merchants can manage orders and inventory without issues.
Shopify’s easy-to-use interface makes it a joy to work with
2. Shopify AI Magic
One of the newest benefits is Shopify Magic, an AI-powered solution that makes work easier and more fun. For instance, it has an image editor that automatically cleans up and optimizes product images, and a content generation tool that uses generative AI to write FAQs, product descriptions, and blogs. Email improvements also help dynamically tailor email campaigns for higher engagement rates.
It also has Sidekick, an AI assistant that can help you get more done in your store. This chatbot answers all your questions and advises you on your specific situation, as it knows everything about your store. As a result, you have more time to focus on important things like strategy.
3. Flexible and scalable
Another big benefit of choosing Shopify as an ecommerce platform is its flexibility and scalability. The CMS can grow with a merchant and offers options for large and small businesses.
It has an affordable pricing structure. The $29/month plan helps small businesses get online quickly without investing too much. For large businesses, there’s Shopify Plus, which supports global enterprise brands like Heinz and Gymshark. This plan offers advanced features like a multi-store setup, custom checkout-out options, and very high API limits. The platform is also very proud of its 99.98% uptime guarantee, which keeps stores online even in the busiest seasons.
4. Integrated payment solutions
Another big advantage is the streamlined payment process for clients worldwide. Shopify Payments, a built-in payment system, eliminates the need for third-party gateways at no extra cost and no set-up fees. Additionally, it supports over a hundred payment integrations, including Stripe and PayPal.
5. Robust app ecosystem
Shopify is a very extendable ecommerce platform. It has an excellent app store, where developers offer a wide range of good apps that improve and expand what the CMS can do. Currently, over 10,000 apps are available in the app store, and new ones are arriving daily.
Many of these apps integrate deeply with the CMS, allowing marketing automation and personalization that can increase sales. Merchants can install apps to recover abandoned carts, upsell related products, or integrate with CRM and advertising platforms.
Merchants can find apps for nearly everything. Some of the most popular ones are Oberlo for dropshipping, Klaviya and Mailchimp for email marketing, Judge.me and Loox for product and store reviews, and PageFly for building custom landing pages.
This extendability helps merchants scale their work whenever they need it most.
Shopify has over 10.000 apps in its app store
6. Comprehensive support
Running an online store is difficult enough without having to worry about technical issues. Luckily, the platform helps remove that worry with 24/7 technical and customer support. Merchants can access professional assistance via live chat, email, or phone. In addition, it offers loads of learning material in the form of Shopify Academy, community forums, and tutorials. Business owners can quickly learn to make the most of their online stores.
7. Yoast SEO for Shopify
The ecommerce CMS comes with all merchants need to run their stores, including tools to improve search engine visibility. While SEO is always in its mind, it is good to think beyond the basics that the e-commerce platform offers. Getting traffic is too important to leave it to chance.
Yoast SEO for Shopify is the perfect tool for merchants looking to get that traffic. This app is built by a team of SEO experts with decades of experience. Yoast SEO has innovative features like real-time SEO suggestions, helping you optimize your pages and products with actionable insights. Or enhanced structured data for your products to make these stand out in Google.
Yoast SEO also helps you write better product content. Enter your focus keyword and use the feedback to make your product descriptions stand out. A readability analysis also helps you make the content as readable for your customers as possible. There’s a Semrush integration to get keyword data from the editor and AI-powered features to automate some parts of the optimization process.
Combining Shopify’s framework with Yoast SEO makes your store accessible to search engines and customers.
Optimize your products with Yoast SEO to make them stand out
Unique selling points
Shopify has a lot going for it as an ecommerce platform, and there are more things it does to stay ahead of the competition.
Multi-channel selling
One reason Shopify could be chosen over the competition is its ability to sell across multiple channels. Multi-channel options allow merchants to sell their products on social media platforms like Facebook, Instagram, and TikTok, with all the management and insights happening on the main dashboard. It also has point-of-sale options that help merchants offer in-store sales and integrate online and offline.
The CMS can sync listings to third-party platforms like Amazon, eBay, or Google Shopping, increasing merchants’ visibility. The platform also has many more options for going omnichannel with your store, which makes it a great fit for managing everything all at once.
Strong security and reliability
Trust is an important aspect of ecommerce. Merchants need to trust ecommerce platforms with their data and trust that they keep it safe and sound. Luckily, Shopify is working hard to provide store owners with a secure shopping environment. It is certified Level 1 PCI-DSS compliant, the highest level of payment security standard, which helps protect customer data. It also has built-in fraud detection features that minimize the risk of chargeback.
Compared to hosted platforms like WooCommerce, Shopify automatically handles almost every security aspect. This gives merchants peace of mind that their customer’s data is safe.
Considerations before choosing
Shopify is an all-around great ecommerce platform, but there are some things to remember when merchants choose between the many other options. Its pricing is decent, with basic monthly plans starting at $29. Still, the cost can add up when you want to add apps, third-party integrations or want to have a custom theme developed. However, the CMS is often easier to set up and cheaper to run than platforms like Adobe Commerce.
Another consideration is the platform’s limitations. Shopify is closed software, so store owners have limited code access. WordPress solutions like WooCommerce might be better if openness is an issue.
These are the main reasons to choose Shopify
Shopify provides a great combination of ease of use, scalability, and features that help merchants thrive. Whether you run a simple store with a small budget or juggle millions of dollars, the commerce platform has the necessary solutions. It grows with your needs and offers you many options and possibilities to make the most of your business. Moreover, if you add Yoast SEO for Shopify to your store, you can boost visibility on Google, hopefully translating to more traffic and business growth.
So, why wait? Sign up for a free trial, add Yoast SEO to your store, and get your business on the road!
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-19 15:19:092025-03-19 15:19:09What is Shopify and why choose it as your ecommerce platform?
Google is testing placing special and very clickable links in its AI Overviwws, but not to publishers or your own website, but rather back to its own search results. You got that right, Google is testing linking the AI Overviews back to new search queries on Google.com.
Clicking on those underlined links in the text of the AI Overview, both at the top and in the middle section, will take you back to a new Google Search. The smaller link icons take you to the side panel links, those go to publishers and external websites.
Why we care. All that talk, even recently with Google’s new AI Mode, around “prominently surfaces relevant links to help people find web pages and content they may not have discovered before,” and I quoted that from Google, means what here?
Those link icons in AI Overviews have shown to result in a drop in CTR from Google Search to external websites. We’ve seen a large company sue Google over traffic drops due to AI Overviews.
These links back to Google results in Google search volume growing, but do they actually help the searcher or they only help Google’s bottom line.
What about Google saying they value independent publishers and are prioritizing ways to send traffic to publishers in AI Overviews?
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/google-ai-overview-links-to-search-1742219008-cNMnxt.png?fit=1723%2C897&ssl=18971723http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 15:57:232025-03-18 15:57:23Google AI Overviews caught linking back to its own search results
The wait is over: I am beyond thrilled to finally reveal the agenda for SMX Advanced – June 11-13 in Boston.
Still here? Weird. You should already be knee-deep in the 500-level program by now… but hey, if you want a preview, I’ve got some mind-melting sessions to share, including:
And that’s just the start. There’s also an exclusive keynote conversation with Google’s Ginny Marvin, an opening keynote with the one and only Wil Reynolds, and of course, our hands-on Q&A-fueled clinics that address your specific needs and curiosities.
Still here? Okay then. You’ll also be the first to see the results of a groundbreaking study by Search Engine Land and Fractl on how consumers and marketers are adapting in the age of AI-driven search.
And you’ll have the chance to participate in all-new Mastermind Sessions, no-holds-barred 10-person roundtables that deliver uncensored, practical advice on what really works – hosted by iconic industry experts. Stay tuned for the complete lineup!
Networking! I can’t believe I didn’t mention networking yet. We’re bringing a fabulous mix of both structured and serendipitous networking experiences to Boston, including:
The ever-classic Meet & Greet Reception and Networking Happy Hour
Casual cocktails with the SMX crew
A scenic morning jog along the harbor
Morning mindfulness to set you up for a day of success
Topic-driven lunch discussion tables
SEO and PPC meetups with your friends from Search Engine Land
A Magic the Gathering game night
For nearly 20 years, 200k+ search marketers from around the world have attended SMX to learn game-changing tactics and make career-defining connections. This is your chance to join them.
Super Early Bird rates – $500 off on-site prices – expire next Saturday, March 29, so get a move on and secure your spot today!
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/smxa25-agenda-live-banner-gzKkIW.png?fit=1313%2C281&ssl=12811313http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 14:32:002025-03-18 14:32:00No rookies. No fluff. Just the most advanced SMX agenda ever.
Whether it’s time, money, or expertise, marketing resources are finite.
In today’s world, with advances in AI and more efficient tools than ever, businesses expect better results with fewer resources.
That means every second spent on an SEO campaign matters.
To keep up, SEOs must focus on actions that truly move the needle – without wasting time or unnecessary effort.
This article highlights SEO activities that have diminishing returns – where the effort eventually outweighs the benefits – and offers tips on optimizing more effectively.
1. Page speed improvements
Not long ago, I had a client who was obsessed with page speed.
The site’s page speed was excellent, with 100% of its pages passing Core Web Vitals on desktop and more than 95% passing on mobile.
And yet, they still wanted every URL to be rated “good” for mobile and every page speed test score to be a perfect 100/100.
Achieving that would have required painstaking hours digging through code and cleaning up things like unused JavaScript to rework how pages loaded.
Let’s be clear – page speed is important!
Plenty of data shows that improving page speed can boost conversion rates, especially for ecommerce stores.
But if a page loads in under two seconds, is interactive quickly, and doesn’t have disruptive layout shifts, a site can gain only minor performance boosts by shaving off additional milliseconds.
Once a site meets Core Web Vitals standards, further page speed optimizations have diminishing returns.
Unless a business handles a high volume of on-page transactions daily, it’s usually better to focus on other areas for improvement.
Now, if your page takes 10 seconds to load, has poor interactivity, and webpage elements move around while users try to click, then this should be a priority.
But if most of your pages pass Core Web Vitals and the user experience is solid, agonizing over page speed makes no sense.
The client in the example above had much bigger priorities, like cleaning up rampant over-indexing or pruning their stockpile of old, outdated content.
Although this was explained to them, they ignored it, despite efforts to prevent them from wasting time on a dead end.
2. Increasing backlink authority
Many businesses fixate on backlink authority, seeing it as a silver bullet for rankings while overlooking issues like:
Building link authority can be the missing piece that pushes rankings onto Page 1, especially for new websites or brand-new pages on an existing site.
But if your website’s authority is well established and content ranks the second it’s published, then building links can have diminishing returns.
It can even start to work against a site that:
Chases poor-quality link opportunities.
Gets overly spammy with anchor text.
Pursues links from places that aren’t relevant to its content.
Does that mean you should stop link building altogether?
No! Always take a quality link if you can get it.
But depending on a website’s level of authority, more success may come from focusing efforts elsewhere – such as content strategy, public relations, or conversion rate optimization (CRO).
I know – I just said refreshing old content is often better than focusing only on new content.
But stick with me.
There’s no debate: Refreshing old content is both a successful and necessary SEO tactic.
Search engines prioritize fresh content, and some of the easiest and most effective wins come from updating existing content to be more accurate and relevant.
We surveyed about 850 enterprise-level marketers and found that updating existing content provided a greater performance lift than creating new content.
It should come as no surprise that the biggest growth comes from content refreshes.
As noted in the previous section, creating new content was cited as the largest source of traffic loss between the two strategies.
However, even content refreshes have diminishing returns.
The Pareto Principle, also known as the 80/20 rule, states that roughly 80% of results come from 20% of the inputs.
This applies to on-site content – about 80% of traffic or conversions typically come from just 20% of a website’s pages.
Naturally, returns will be much higher when focusing on top-performing pages and gradually decline as you move further down the list.
Does that mean you should only focus on the top 20% of your content and ignore the rest?
Absolutely not!
But it does help put things into perspective.
While it may be tempting to squeeze more performance out of every article, refreshing low-volume or low-relevance content eventually will not provide value.
Sometimes, it’s best to leave an article alone or retire it – and that’s OK.
Where to focus SEO efforts depends on various factors.
A newer website, for example, will likely need to prioritize link building and generating new content.
Meanwhile, a website with a large library of existing content and strong authority should focus more on content refreshes and leveraging existing traffic through UX and CRO strategies.
With so many ranking factors at play, no single tactic ensures success.
Winning in SEO requires a combination of strategies and tactics.
It’s on you to allocate resources wisely. Make sure every effort contributes meaningful value, avoiding the law of diminishing returns.
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Traffic from generative AI surged to U.S. retail sites over the holiday season and that trend has continued into 2025, according to new Adobe data.
Between Nov. 1 and Dec. 31, traffic from generative AI sources increased by 1,300% compared to the year prior (up 1,950% YoY on Cyber Monday).
This trend continued beyond the holiday season, Adobe found. In February, traffic from generative AI sources increased by 1,200%compared to July 2024.
The percentages are high because generative AI tools are so new. ChatGPT debuted its research preview on Nov. 30. 2022. Generative AI traffic remains modest compared to other channels, such as paid search or email, but the growth is notable. It’s doubled every two months since September 2024.
By the numbers. Findings from Adobe’s survey of 5,000 U.S. consumers found AI generates more engaged traffic:
39% used generative AI for online shopping, with 53% planning to do so in 2025.
55% of respondents) use generative AI for conducting research.
47% use it for product recommendations.
43% use generative AI for seeking deals.
35% for getting gift ideas.
35% for finding unique products.
33% for creating shopping lists.
One of the most interesting findings from Adobe covers what happens once generative AI users land on a retail website. Compared to non-AI traffic sources (including paid search, affiliates and partners, email, organic search, social media), generative AI traffic shows:
More engagement: Adobe found 8% higher engagementas individuals linger on the site for longer.
More pages: Generative AI visitors browse 12% morepages per visit
Fewer bounces: They have a 23% lower bounce rate.
Yes, but. While engaged traffic is good, conversions are better.
Adobe found that traffic from generative AI sources is 9% less likely to convert than traffic from other sources.
However, the data shows that this has improved significantly since July 2024, which indicates growing comfort.
Generative AI for travel planning. In February 2025, traffic to U.S. travel, leisure and hospitality sites (including hotels) from generative AI sources increased by 1,700% compared to July 2024. In Adobe’s survey, 29% have used generative AI for travel-related tasks, with 84% saying it improved their experience.
The top use cases amongst AI users include:
General research, 54% of respondents.
Travel inspiration, 43%.
Local food recommendations, 43%.
Transportation planning, 41%.
Itinerary creation, 37%.
Budget management, 31%.
Packing assistance, 20%.
Once users land on a travel site, Adobe Analytics data shows a 45% lower bounce rate.
Gen AI for financial services research. In February 2025, traffic to U.S. banking sites from generative AI sources increased by 1,200% compared to July 2024.
Adobe’s survey of U.S. consumers found 27% have used generative AI for banking and financial needs. The top use cases include:
Recommendations for checking and savings accounts, 42%.
Asking for explainers on investment strategies and terminology, 40%.
Creating a personalized budget, 39%.
Understanding the tax implications of financial decisions, 35%.
Once generative AI traffic lands on a banking site, visitors spend 45% more time browsing (versus non-AI sources).
About the data. Adobe’s data comes from the company’s Adobe Analytics platform and is based on more than 1 trillion visits to U.S. retail sites. Adobe also launched a companion survey of more than 5,000 U.S. respondents to understand how they use AI daily.
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Start by diagnosing what’s working on your site and what isn’t.
Then, apply targeted fixes based on real data. Not hunches.
In this guide, I’m sharing my lessons and strategies from 10+ years in digital marketing.
Plus, I interviewed four leading ecommerce website optimization experts for their best conversion-driving insights:
Leigh McKenzie from UnderFit (also head of SEO @ Backlinko)
Rishi Rawat from Frictionless Commerce
Anna Bolton from Conversion Copy Co.
Kurt Philip from Convertica
Let’s start by identifying the biggest roadblocks standing between you and more revenue.
Phase 1: Analyze and Diagnose Your Site’s Existing Issues
Every effective ecommerce website optimization strategy starts with a solid, data-driven diagnosis.
As economist W. Edwards Deming once said:
“Without data, you’re just another person with an opinion.”
Quantitative Research: Finding Patterns in the Numbers
Quantitative research focuses on analyzing data to identify trends and behaviors.
It helps you answer questions about your online store’s performance, such as:
Where are visitors dropping off in the funnel?
What are users actually doing on each page (scrolling, clicking)?
How does behavior differ across traffic segments (e.g., mobile vs. desktop, organic vs. paid)?
The good news:
There are many tools to help you with this analysis.
Google Analytics (GA4)
Google Analytics provides helpful insights into user behavior and website performance.
Including how visitors from different traffic sources behave.
For example, to uncover drop-off points during checkout:
Navigate to Reports > Monetization > Checkout journey.
This lets you examine the flow from checkout to purchase.
And analyze abandonment rates for each stage to identify potential bottlenecks.
For example, a high abandonment rate on the payment page might signal technical issues.
Or trust barriers, such as last-minute doubt about product quality.
Pro tip: There’s no universal definition of a high abandonment rate. It varies by industry, funnel, and goals. Compare it against your historical data to see if there’s a problem.
Hotjar
Hotjar, a heatmap and behavior analytics tool, is incredibly powerful for qualitative research (more on that soon).
It gives you a clear picture of how online shoppers interact with your site.
And lets you uncover friction points that frustrate users.
For example, click tracking reveals where visitors interact with your site.
And which elements get the most engagement.
Scroll heatmaps show you how far users make it down a page. And where they drop off.
And cool colors (like blue) signal lower engagement.
Move heatmaps track how shoppers move their mouse across the page.
This reveals areas of interest and hesitation.
Session replays let you watch real user recordings, showing exactly how visitors navigate your site.
Watch this in action below:
Semrush Site Audit
Semrush’s Site Audit tool uncovers technical issues that affect SEO and the user experience (UX).
For example, it flags crawl errors, which are usually caused by broken links or incorrect redirects.
These dead ends confuse users and make it harder for search engines to crawl your pages.
(And if Google struggles to crawl them, your ranking can take a hit.)
The tool also identifies slow-loading pages that frustrate visitors.
It can also identify code bloat (aka too much JavaScript or unused CSS) that makes pages sluggish.
This can cause delayed interactions that lower conversion rates.
Qualitative Research: Uncover the “Why” Behind the Data
Qualitative research helps you understand why customers behave the way they do.
Including their pain points, motivations, and desires.
It also helps you identify barriers to conversion, such as hesitations about buying.
And learn about other products your web visitors are considering.
Qualitative Research Methods
There are many data sources for qualitative insights.
And each one can reveal different issues and opportunities:
Research Method
What to Look For
Effort level
Recorded sales calls
Patterns in customer questions, objections, or recurring themes
Low
Live chat transcripts
Common pain points, frequently asked questions, or sources of confusion
Low
Customer reviews
Trends in positive and negative feedback. This includes specific phrases or words that highlight desires, frustrations, or expectations
Low
Online surveys
Customer sentiment toward brand messaging and tone and reasons for abandonment
Low to medium
Customer interviews
Insights into customer motivations, needs, anxieties, and desires in their own words
Medium to high
User testing sessions
Usability issues, unexpected user behaviors, or areas where users struggle to complete tasks
High
But you don’t need to go all-in on every qualitative method right off the bat.
Start with the data you already have.
Then, gradually level up as time and resources allow.
Turn Your Research Into Actionable Insights
You’ve got the research.
Now, you need a system to organize it.
As Anna Bolton, chief CRO and conversion copywriter of Conversion Copy Co., says:
The challenge isn’t just gathering research—it’s making sense of it. Whether you’re analyzing heatmaps, surveys, or reviews, you need to turn that data into meaningful insights. This starts with proper analysis to identify key patterns and trends. And then you need to understand that data in context—what it means for your business, audience, and goals. That’s what turns raw data into results.
So, what do you do?
Build a research repository to bring all your insights together in one place.
Think of it as a living database of findings and insights. This way, it’s easier for you to act on data.
But you don’t need anything fancy.
Start with a simple spreadsheet.
Include everything from customer research (interviews, surveys) to conversion rate optimization (CRO) results and survey data.
For example, Anna and I use a spreadsheet like the one below for one-off client projects.
For larger-scale projects, use UX research tools like Aurelius Lab and Dovetail.
These tools offer more advanced ways to store, categorize, and retrieve insights.
Phase 2: Apply Ecommerce Website Optimization Fixes to Increase Conversions
The ecommerce website optimization best practices we’re about to cover are designed to do one thing:
Improve the customer experience.
And when you do that, conversions naturally follow.
Side note: If you’re here for SEO tips, stick around. While I’m focusing on conversion rate optimization, CRO and SEO are becoming increasingly intertwined. Anything you do to make your site better for humans will also make Google happy.
As Leigh McKenzie, head of SEO at Backlinko and owner of UnderFit, says:
“Conversion rate optimization is becoming more and more an SEO responsibility. Google heavily rewards websites that deliver a positive user experience. It’s no longer about just bringing traffic. It’s also about what happens when people get there.”
Begin with the pages that offer the quickest wins, such as product and checkout pages.
This is what Rishi Rawat, product page optimization specialist at Frictionless Commerce, does.
I work exclusively on bestselling product pages because they have the highest impact. My goal is to turn first-time visitors into buyers. Since these pages already drive a big share of the store’s revenue, I don’t spread optimization efforts thin. Instead, I improve the sales pitch and sharpen the product story. And then I make what’s already working even more persuasive.
So, how do you identify your site’s high-impact pages?
These are the pages that attract visitors in the decision and action stages. Such as product pages or the cart page.
But you might also include other pages based on user behavior.
For example, optimize the product and cart pages if your site has high cart abandonment.
This ensures the product page sets the right expectations.
So, when shoppers get to checkout, they feel confident in their choice.
But, if your goal is to boost mobile sales, optimize the mobile experience first.
Want to maximize paid ads conversions? Make product landing pages a priority.
3. Make Navigation and Search Intuitive
Shoppers don’t always leave because they dislike your products.
Sometimes, they leave because they can’t find what they’re looking for.
That’s why navigation plays a big role in ecommerce website optimization.
If your navigation makes users rethink their next step, you’re already losing them.
For example, imagine you’re searching for dog crates on pet company Chewy’s website.
You sort the results by price.
But now, the first products you see are lock latch replacements and crate pans—not dog crates.
That’s a bad user experience.
And it might cost them the sale.
The solution?
Always test filters before launch to ensure they work as expected.
And design navigation to adapt to various browsing behaviors.
Make backtracking easy with breadcrumbs and a “Recently Viewed” section.
Plus, use AI to suggest relevant filters, related categories, and top products.
Navigation also impacts SEO.
As Leigh put it,
Good navigation isn’t just about getting users to a page. It’s about keeping them engaged in the shopping process. Shoppers want to see product variations, compare options, and refine their choices easily. When they do, they stay longer. And that’s what Google values. It favors sites where users engage rather than bounce back to search results. That’s why you want to optimize for getting people deeper into the experience.
Forcing people to create an account is an unnecessary barrier. You can just auto-generate one for them. Let them check out first, and then send them a confirmation email with their details. And a ‘Set Your Password’ option later. That way, the process stays frictionless, and they still get an account without effort.
But consider this:
Your job doesn’t stop when someone adds an item to the cart.
This is your chance to remove any last-minute hesitation and get the sale.
Ridge Wallet, an accessories manufacturer, does this well.
It displays social proof at the top of the checkout page by highlighting its “100K+ 5-star reviews.”
It also includes trust boosters like a risk-free trial and fast shipping.
Outdoor gear company Patagonia highlights its “Ironclad Guarantee” on the checkout page.
This reassures buyers that buying is risk-free.
And it also strengthens Patagonia’s credibility.
Clothing company Everlane also understands the power of timing.
It reminds shoppers of first-time buyer discounts at checkout to encourage them to take advantage of savings.
CRM data (buying history, abandoned carts): Powers retargeting campaigns and perfectly timed offers
Predictive insights: Uses AI to analyze patterns and predict needs
9. A/B Test to Learn. Not Just to Win.
At the heart of ecommerce website optimization is A/B testing.
But here’s the thing:
Your goal isn’t just about finding a “winning variation.”
It’s to learn more about the psychology of your buyers.
As Jonny Longden, chief growth officer at Speero, puts it:
When you run a test, whether it wins or loses is in some ways irrelevant because you can learn something from it. Some of the most successful tests that you will run happen as a result of a test that lost. When you chase winners, you ignore that fact.
For example, if a trust badge increases conversions, the real takeaway isn’t just that the badge works.
It’s that customers need more reassurance before they give you their credit card.
This insight goes beyond checkout.
It suggests that trust signals should be reinforced earlier in the buying journey. On product pages, in the cart, and even in post-purchase messaging.
Why?
If hesitation exists at checkout, it likely started long before.
One more thing.
A/B testing only works if you have enough traffic to reach statistical significance.
Kurt says your test page should receive at least 10,000 visits per month.
This gives you meaningful insights in a reasonable timeframe.
But traffic alone isn’t enough.
What matters is whether you can reach statistical significance. This ensures your results aren’t just due to chance.
As an agency owner, you need skills to write content that your clients and audiences will love. Luckily, you can learn how to do it with proper steps and helpful tools. Here, we’ll discuss how to plan, write, and optimize the content work for your clients. If you have your process down, you’ll easily create content that aligns with the client’s needs and brings in results. One of the tools we’ll use is the Yoast SEO plugin, which helps your content production.
Good content always has a goal — it could answer questions, solve problems, or offer critical information. If readers find your clients’ content valuable, they will likely feel listened to. They will understand that the advice and ideas are meant for them, which helps you build a bond with them. Writing valuable, high-quality content isn’t just for filling your client’s websites but a way to help and inspire them to improve their business.
There are many options to get results from the content you produce for your clients. So, what are some of the more popular goals you can target with your client’s content?
Building brand recognition: Share brand stories and values so people understand who your clients are.
Teaching the audience: Create articles and videos showing how products and services work.
Getting leads: Write content to get people to subscribe, download items, or contact your client.
Driving traffic: If your client’s content is valuable, readers will likely click on their site.
Increasing engagement: Make content to spark conversations and get feedback.
Keep writing focused and clear, with your eyes on the ball. You should focus intently on your clients’ current issues, challenges, and opportunities. Take the time to write well-researched pieces, as these can empower your readers. Once you do this, they will likely see your clients as subject matter experts they can trust. Straightforward, high-quality content can inspire readers and bring much value to you as an agency.
Strategic planning is the foundation
Much of the writing process is about planning. Before you write for your clients, clearly define the goals for that content piece. Find out what questions your clients’ customers are struggling with and how your answers can help them. Research their target audience to understand their daily struggles. This way, you can make your content much more relevant to readers.
It’s advisable to spend plenty of time doing keyword research. This process is very helpful, giving you many insights into your client’s audience and the words they use to find things. Ultimately, these findings will help you build content strategies for your clients.
The next step is to create a content plan. First, make a simple calendar or a list of topics your client wants to cover. Your plan will guide them and help them keep track of their audience’s themes and recurring concerns.
Don’t forget to use tools that integrate directly into their content. For instance, the Yoast SEO plugin has integrated keyword research features — among many other great features. It can highlight keywords and trends related to current topics, which will help your clients plan the current piece of content but could also inform the next.
Ideation and content planning
After researching, it’s time to start generating ideas for your client’s content. Don’t tie yourself up too much; brainstorm freely. Write down every topic that pops up and then organize these ideas to match the client’s needs. Mind mapping is a fantastic way to sort and visualize these ideas. Of course, you can always use a simple list or whatever works for you. Seeing these ideas together helps your client see the connection between them.
Before starting to write, it’s a good idea to think about the structure of the content. Break down the article into introductions, main sections, and conclusions. This way, it’s easier to structure the content and keep the writing focused and readable. From there, write and edit the first draft — editing helps the content shine.
Optimize your writing for readability
Good writing is all about clarity. Use direct language and try to avoid passive voice. Vary your sentence length to keep the client’s articles engaging. Start with a bold statement or an inverted pyramid-style intro. In the rest of the article, use detailed explanations to build on and prove the main point.
Format your client’s text to improve readability. Always use headers to introduce new sections and short paragraphs to make it easier for readers to follow the ideas. The same goes for using lists and bullet points to break up walls of text. Make sure that every element of your client’s layout allows the reader to understand your writing quickly.
During this phase, you also need to consider on-page SEO optimizations. Watch how you use your focus keywords and logically structure your client’s content. As you might know, Yoast SEO is a fantastic tool for this. It gives you feedback on sentences, passive voice use, and keyword use and distribution. As a result, this feedback helps publish high-quality content, especially under a tight deadline.
Yoast SEO is an SEO plugin/add-on for WordPress, Shopify, and WooCommerce. It’s designed with simplicity in mind while also offering a solid set of SEO features. It also lives within your post editor to give you feedback on your writing. For instance, it offers real-time suggestions on how you use keywords and the structure of your article. Thanks to this, you can focus on the writing part without sacrificing the SEO and technical aspects of making content your clients will love.
Yoast SEO is an industry standard for agencies. It’s a helpful tool that guides users in writing engaging, valuable content for all clients. As it’s aimed at ease of use, the feedback is practical and insightful. Also, Yoast SEO Premium comes with AI-powered suggestions that make this process even easier. Using this SEO plugin in your agency helps you build a consistent content process to write, review, and optimize high-quality content.
Inspiring through actionable content
Help your readers out and show how little things can make a big difference. Don’t forget to give your clients the tools and processes needed to succeed. For instance, share your best practices and guidelines for writing content and creating the valuable material everyone seeks. Share stories of how your agency helped clients reach their content goals, as these insights help potential new clients choose you over the competition.
Inspiration can come from many places, but it’s not always a given. When you get inspired, your client’s content can reach a whole new level. Content can also reach new heights when writing with a clear purpose and using tools that support your writing process. This way, you can turn a simple set of ideas into content your clients will love.
Wrapping up
Creating content your client loves depends on many things, especially having good plans, writing clearly, and regular improvements. As always, everything starts with research to build a solid plan. After that, start creating relevant content for your clients with clear writing and text structure. Finally, optimize your work with helpful tools like the Yoast SEO plugin, which gives relevant feedback and improvements.
You should also treat it as a learning process and improve as you go. This way, your clients eventually have a solid foundation that gets more engagement and deeper connections with their audience. Try it out and see how it can change your client’s next project. Every article will strengthen your client relationship while showing your expertise and experience.
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