Google Ads introduced Brand Report, a new dashboard tool that gives advertisers consolidated insights into reach and frequency across campaigns.
The tool simplifies how brand advertisers track campaign performance by providing deduplicated metrics in one place, rather than scattered across multiple reports.
The details. Brand Report consolidates data from multiple tools, streamlining analysis of KPIs and demographic performance.
Advertisers can filter results by age, gender, and other on-target demographics.
Accessible directly in the Google Ads dashboard under “Insights and reports.”
Why we care. This update is significant because it finally solves the headache of piecing together reach and frequency data from multiple places.
By providing deduplicated metrics in one dashboard, you can now easily see who they’re actually reaching across campaigns, spot where they’re overspending on the same audiences, and make faster, smarter decisions about their brand advertising investments.
Key requirements:
Available at the single account level (no multi-account or MCC support).
Metrics cover a max of 92 days and up to 10,000 campaigns.
Requires 10,000+ impressions per campaign for data to populate.
Search, Shopping, and Performance Max campaigns are excluded.
What’s next. You should now look out for when other campaign types, like Search, Performance Max and Shopping, will be included in the reports.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2024/12/GfwI7kfXIAAYzoT-D5ftMW.png?fit=569%2C503&ssl=1503569Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-26 22:52:422024-12-31 17:42:04Google ads rolls out Brand Report for enhanced advertiser insights
Google’s June 2024 spam update rollout is now complete. The spam update started on December 19, 2024, about seven days ago, finishing on December 26, 2024. This was the third spam update of the 2024 year and started a day after Google completed the December 2024 core update.
This update was a general and broad spam update, it was not a link spam update and did not automate the site reputation abuse policy, which is still only done via manual actions.
Google wrote, “The rollout was complete as of December 26, 2024.”
What we saw. While the update was announced the day after the December core update, it does seems that it hit very hard within a few days and was much more widespread than some previous spam updates. Although, it is still a bit too early to dig too much into the update. If you were hit by this update, you may notice the rankings drops in Search Console. Keep in mind, holiday traffic can be very volatile and low for many sites, so look at rankings and not traffic for this specific update.
Previous spam updates. The last spam update was on June 20, 2024 and was named June 2024 spam update, it completed on June 27.
Here’s our past coverage of confirmed Google spam updates:
Why we care. This Google update took a lot of us by surprise, since it happened only a day after the core update and just days before the holiday season. We were taken back by Google releasing an update that will end close to, or into the holiday season.
This is the 7th Google search algorithm update we had in 2024, including four core updates and now three spam updates. It is unclear exactly what type of spam this targets but if you noticed any ranking changes during this update, it might have been related to this spam update.
“While Google’s automated systems to detect search spam are constantly operating, we occasionally make notable improvements to how they work. When we do, we refer to this as a spam update and share when they happen on our list of Google Search ranking updates.
For example, SpamBrain is our AI-based spam-prevention system. From time-to-time, we improve that system to make it better at spotting spam and to help ensure it catches new types of spam.
Sites that see a change after a spam update should review our spam policies to ensure they are complying with those. Sites that violate our policies may rank lower in results or not appear in results at all. Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies.
In the case of a link spam update (an update that specifically deals with link spam), making changes might not generate an improvement. This is because when our systems remove the effects spammy links may have, any ranking benefit the links may have previously generated for your site is lost. Any potential ranking benefits generated by those links cannot be regained.”
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2024/12/google-spam-can-1920-800x457-qhOq20.jpeg?fit=800%2C457&ssl=1457800Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-26 19:04:382024-12-26 19:04:38Google December 2024 spam update done rolling out
Google launched seven official and confirmed algorithmic updates in 2024, four core updates and three spam updates. The March 2024 core update was massive, updating several systems within the core algorithm, plus bringing in a few new large spam policies.
In 2023, Google had 9 confirmed algorithmic updates. In 2022 and 2021, Google had 10 confirmed algorithmic updates.
Google confirmed algorithm update summary
We whipped up this timeline documenting all the confirmed Google search algorithm updates in 2024, so you can visualize the updates over the year.
Four Google core updates in 2024
Google had four core updates in 2024, the same number as it had in 2023, but in 2022 Google only had two core updates. We had core updates in March, August, November and December.
March 2024 core update. The Google March 2024 core update started rolling out March 5, took 45 days to complete, and finished on April 19. Google told us this core update was its largest core update in history, updating multiple core systems.
The March 2024 core update is “more complex update than our usual core updates,” Chris Nelson from the Search Quality team at Google said. Google made “changes to multiple core systems,” he added. A Google spokesperson said, “The updates led to larger quality improvements than we originally thought – you’ll now see 45% less low quality, unoriginal content in search results, versus the 40% improvement we expected across this work.”
This update was a rather large core update, based on what the data providers showed us. Google updated its help page, including more in-depth guidance for those who may see changes after an update.
November 2024 core update. The Google November 2024 core update started on November 11 and completed 24 days later on December 5. This was a normal core update that “This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search,” Google said.
As a whole, the November 2024 core update felt less volatile overall compared to the other two core updates that seemed to impact a larger number of sites.
December 2024 core update. The Google December 2024 core update started on December 12 and completed 6 days later on December 18. This update was a bit of a surprise, since it started a week after the November core update completed.
Why did Google release this core update so soon? “If you’re wondering why there’s a core update this month after one last month, we have different core systems we’re always improving,” Google told us.
Here is a chart from Similarweb comparing the volatility of these past core updates:
Three Google spam updates in 2024
March 2024 spam update. The Google March 2024 spam update started the same day as the March 2024 core update but completed in less time, only taking about 14 days to complete – it ended on March 20. Google did not say anything specifically new when it came to announcing the spam update. Chris Nelson from Google wrote on March 5, “Along with our new spam policies, we are also launching the March 2024 spam update today.”
June 2024 spam update. The Google June 2024 spam update started on June 30 and completed 7 days later on June 27. This update was a general and broad spam update, it was not a link spam update and did not automate the site reputation abuse policy, which is still only done via manual actions.
December 2024 spam update. The Google December 2024 spam update started the day after the December 2024 spam update took seven days to roll out and completed on December 26th. This update was a general and broad spam update, that applied globally and to all languages, Google said. It seems this update hit very hard within a few days and was much more widespread than some previous spam updates.
Other Google algorithm changes, updates, tweaks or topics
Other Google updates. While we had four core updates and two spam updates, Google also pushed out other search specific updates in 2024. Here is a list of those:
In May, Google began enforcing its site reputation abuse policy. While this is not algorithmic yet, it impacted many large and some small sites through manual action penalties.
In October, Google confirmed it has an algorithm that checks to see if portions of your site are starkly different from other sections and will adjust its site-wide signals accordingly.
Google Search bugs. Google also had several search bugs throughout 2024:
In January, Google confirmed a bug where sites would teeter in and out of the index on weekends. Google confirmed this on February 1 and fixed it on February 8.
In August, Google confirmed a ranking bug on August 15 and resolved it on August 20.
In June, Google confirmed an indexing bug that was confirmed and then fixed both on June 20.
In July, Google confirmed an issue with indexing fresh content on July 9.
When moving from non-conversion to conversion-based bidding, Google appears to automatically enable broad match on campaigns.
This affects existing exact and phrase match keywords, converting them to broad match without user confirmation.
Why we care. Advertisers switching to conversion-based bidding could unknowingly have their keywords shifted to broad match. Broad match can drastically alter campaign targeting, leading to spikes in irrelevant clicks.
The response:
Advertisers, including Navah Hopkins from Optmyzr, flagged the issue, raising concerns about wasted budget and campaign performance.
Navah led the criticism, reminding us that she isn’t one to just disapprove of Google with no cause – “Those of you who know me know I’m usually pretty balanced when it comes to Google “choices” but this is a pretty horrible one (especially for those who aren’t as comfortable with Google Ads).”
Harrison Jack Hepp (Founder of Industrious Marketing) questions what happens to the original keyword – “Ugh, now I’m wondering does it pause the old keywords or remove them? Not exactly a simple change in most campaigns”
Christi Olson (Sr. Director Digital Marketing) expresses how self-serving Google strategies are – “Google has always prioritized what makes them the most $$ … not what is efficient or effective for ad spend. It’s not shocking.
Google Ads Liaison Ginny Marvin responded, stating this behavior is not expected and is under investigation.
Be smart:
Regularly audit keyword match types after changing bidding strategies.
Monitor campaign performance closely and revert any unintended broad match changes.
The bottom line. While Google reviews the issue, advertisers should stay vigilant. Overlooking keyword match toggles could mean the difference between a controlled PPC strategy and runaway ad spend.
Starting December, Google will expand its “Abusing the ad network” policy to explicitly disapprove ads pointing to destinations penalized for violating Google Search spam policies.
The details:
Ads directing users to websites subjected to manual actions under Google Search’s Spam Policies will face automatic disapproval.
Site owners impacted by manual actions are notified through Google Search Console, giving them a chance to rectify issues.
The move aims to curb deceptive practices where advertisers attempt to drive traffic to spammy or manipulated web pages that have already been flagged by search enforcement teams.
Why we care. This update directly ties PPC performance to a site’s overall search health. If a site receives a manual action for violating Google’s spam policies, not only will organic traffic suffer, but paid campaigns driving to that destination will also be disapproved.
Neglecting site quality could now cut off both organic and paid traffic, amplifying revenue losses and disrupting marketing strategies.
Between the lines:
This enforcement raises the stakes for PPC managers (as well as SEO managers) . Sites hit with manual actions could see a direct impact on ad campaigns, not just organic search performance.
You will need to monitor Google Search Console closely and resolve any manual actions to prevent ad disapprovals.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2024/12/google-search-1920-800x457-teNRVM.jpeg?fit=800%2C457&ssl=1457800Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-24 14:05:422024-12-24 14:05:42Google tightens ad policies to align with Search spam rules
Finding competitor keywords is essential to building your SEO strategy.
Why?
Because they show what’s working for others, highlight opportunities, and uncover gaps in your approach.
At Backlinko, we’ve spied on Ahrefs, Moz, and Semrush’s keywords for years—and found many opportunities.
For instance, Ahrefs gets an estimated 2.5k monthly organic visits from the keyword “website authority checker.”
But this is only part of the story.
The page targets over 1.7k keywords and drives an estimated 30k monthly organic visits.
Clearly, A LOT of people are interested.
So we published a free tool with a supporting blog post on the same topic. Now this page ranks for 1,000 queries and gets over 13k clicks a month from Google.
That’s the power of finding competitor keywords.
In this guide, you’ll learn:
What competitor keywords are and how they fit into an SEO strategy
How to find and analyze these keywords, step-by-step
Where to integrate them into your content and SEO plans
The Power of Using Competitor’s Keywords for SEO
When you find competitors’ keywords, you uncover what content they’re ranking for.
But it’s more than just ranking for a specific keyword.
Think bigger: You’re getting a snapshot of your competitors’ SEO strategy.
Competitor keywords reveal opportunities to boost your SEO in three ways.
First, spotting patterns in your competitor’s keyword strategy and capitalize on gaps.
Say a competitor is going after terms like “best vegan protein powder.” But they might be ignoring budget-conscious customers.
That’s your chance to swoop in and target keywords like “affordable vegan protein powder.”
The goal?
Position yourself to win over the segments they’re missing. Whether it’s budget-friendly options, niche markets, or untapped audiences.
Second, understanding their focus.
Whether they’re targeting broad, high-traffic terms or niche, long-tail keywords.
Say a competitor is focused on targeting top-funnel keywords like “online course platforms.”
Here, you can take a different route.
Why not target bottom-funnel queries like “how to create an online course for free?”
It will help you reach an audience ready to buy.
Third, building a content plan based on your strategy.
Finding competitors’ keywords gives you ideas for a content calendar.
Use them to plan your next topics, decide on content formats. And, finally, create content that meets your audience’s needs better than anyone else.
Now, you’ll learn techniques to find competitors’ keywords.
Step 1: Identify Your SEO Competitors
If you want to find competitors’ keywords, focus on SEO competitors.
These are websites competing with you for similar keywords and rankings.
They may not even be direct business competitors.
Start with a manual search and analysis.
Imagine your business is in the crypto space.
Think of relevant keywords that your potential customers might use.
Like “best crypto platforms 2024.”
Search the keyword on Google.
Take note of the websites that rank for this keyword.
In our example: Investopedia, Alchemy, and NerdWallet.
These are your content competitors.
Next, check the “People also ask” box.
It’s a good tool for finding additional keywords and content ideas.
Now, let’s explore another method for finding competitors.
Click the “View all 35.3K competitors” button to show your rivals.
Now, locate the “Com. Level” column.
You’ll see a percentage showing keyword alignment with your competitor.
For Backlinko, Ahrefs has a 35% competitive overlap, and Moz has 25% overlap.
Both are close content competitors.
Now that you’ve identified your competitors, it’s time to analyze their keywords.
Step 2: Find Competitor Keywords Using Tools
By examining the keywords your competitors rank for, you can uncover opportunities to improve your SEO strategy.
This step will help you find the exact terms your competitors are targeting and how you can potentially outrank them.
We’ll continue with our Backlinko example.
Since we identified Moz as a competitor, let’s enter its URL into the Organic Research tool.
Click “Search.”
In the “Overview” section, you’ll immediately see key data such as the total keywords Moz ranks for, their traffic volume, and the estimated cost of that traffic.
Click the “Positions” tab to view a detailed list.
Here, you’ll find important data:
“Keyword positions” for each term
“Intent” showing the user’s goal behind searched query
“Traffic” generated from these keywords
“Keyword volume” (searches per month)
“Keyword difficulty (KD%)” telling you how competitive each keyword is
You can use this information to identify high-value keywords your competitor is targeting and analyze their performance.
How?
Look for keywords with high search volume but lower keyword difficulty.
Use filters to narrow your search and focus on the most promising keywords:
Set the position filter to “Top 10”: Focus on keywords where your competitors rank high but you don’t
Adjust the volume filter to “101-1,000 searches per month”: Target keywords with moderate volume so you actually drive organic traffic to your website
Set keyword difficulty (KD%) to “Possible”: Target keywords where you can rank without having to go all-in on building external backlinks
These filters help you pinpoint keywords that offer a good balance of traffic potential and achievable competition.
For example, a keyword like “seo terms” gets 1K searches per month. And has a KD% of 46.
Not bad.
Create better content and optimize it to close gaps and outrank your competition.
Pro tip: Don’t stop at organic keywords—check what terms your competitors are paying for, too. Using tools like Semrush’s Advertising Research, you can uncover the keywords they’re investing in. These paid keywords signal strong opportunities for your SEO campaign.
Step 3: Expand Your Keyword List Through Research
Nuanced research helps you better target and prioritize audience-focused keywords.
In the end, it helps you expand your keyword database in ways that align with your overall strategy.
Let’s explore more advanced techniques to find competitors’ keywords.
Customer Feedback Analysis
Customer feedback is one of the most underrated sources of keyword inspiration.
Customers often use natural terms not found in keyword tools.
By diving into reviews, you can discover keywords that reflect real customer needs.
Let’s say you’re competing with a project management tool like Monday.
Analyze customer reviews on platforms like G2, Trustpilot, or even Google Reviews for local businesses.
They might reveal phrases like “Monday.com prevents copying and pasting data without exporting.”
These kinds of comments give you direct insight into the pain points users are facing with competitors’ products.
And they’re a perfect example of long-tail keywords that you can tackle.
For instance, paste “project management software with data import/export” into Google search to see how saturated the space is.
Here, GetApp’s software comparison page ranks organically in the top spot.
Monday’s competitor, Asana, is also present.
This indicates that content creators see value in addressing this specific pain point for users.
If you’re selling project management software with data import and export features, you could create a blog post or comparison page.
These pieces help attract frustrated users seeking better alternatives.
Private Communities
Your competitor’s private communities like Facebook Groups, Slack channels and Discord servers are gold mines for keyword ideas.
Simply watch what people talk about. You’ll discover:
Questions they ask (that aren’t being answered)
Problems they face (that you could solve)
Terms they use naturally (not marketing speak)
For example, let’s say you’re competing with Nike Training Club.
Join a few fitness Facebook groups where their users hang out.
You might spot people asking about:
“Best bodyweight exercises for beginners”
“Home workout equipment”
“Affordable fitness gear”
These terms could be perfect keywords that a competitor isn’t targeting yet.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-23 15:41:262024-12-31 17:32:30How to Find Competitors’ Keywords to Boost Your SEO
SEO has changed significantly over the last decade, largely because Google has continuously updated its algorithms to improve search results. These updates aim to better understand user intent, reward high-quality content, and discourage manipulative practices. From foundational changes like Panda and Penguin to more recent updates like the November and December 2024 core updates, each has shaped how websites rank and how we approach optimization. Below is a look at some of Google’s most impactful updates and what they mean for SEO today.
The Panda update marked a shift in SEO by targeting low-quality content and spammy practices. It penalized sites with thin content or those created solely to manipulate rankings, such as affiliate-heavy pages. Over time, Panda became part of Google’s core algorithm, reinforcing the need for meaningful, high-quality content that provides real value to users.
2012 – Venice
Google’s algorithm update Venice was a noteworthy update, as it showed that Google understood that searchers are sometimes looking for results that are local to them. After Venice, Google’s search results included pages based on the location you set, or your IP address.
2012 – Penguin
The Google Penguin update focused on eliminating manipulative link-building practices. It penalized sites with spammy or paid backlinks, shifting the focus to earning genuine, high-quality links. By 2016, Penguin became part of the core algorithm, emphasizing the importance of ethical and relevant link-building strategies.
2012 – Pirate
The Pirate update addressed copyright infringement by penalizing sites with repeated DMCA takedown requests. It aimed to reduce the visibility of websites sharing unauthorized content, ensuring legitimate sources were prioritized in search results. This update highlighted the importance of respecting intellectual property online.
2013 – Hummingbird
The Hummingbird update improved Google’s ability to understand the meaning behind search queries. Rather than focusing on individual keywords, it considered the entire phrase to deliver more accurate results. This shift encouraged natural, conversational content and reduced the need for over-optimized keyword stuffing. It also laid the foundation for advancements in voice search and semantic search technology.
2014 – Pigeon
Another bird-related Google update followed in 2014 with Google Pigeon, which focused on local SEO. The Pigeon update affected both the results pages and Google Maps. It led to more accurate localization, giving preference to results near the user’s location. It also aimed to make local results more relevant and higher quality, taking organic ranking factors into account.
2014 – HTTPS/SSL
Google introduced HTTPS as a ranking signal to encourage secure web connections. Sites using HTTPS gained a slight ranking advantage, promoting better data encryption and security for users. While initially a minor factor, it signaled Google’s growing focus on user safety and set the stage for security becoming a standard expectation online.
2015 – Mobile Update
Known as “Mobilegeddon,” this update prioritized mobile-friendly websites in mobile search results. As mobile usage surpassed desktop, Google aimed to ensure a better experience for users on smaller screens. While the immediate impact wasn’t drastic, it marked a clear shift toward mobile-first indexing, emphasizing the importance of mobile optimization for long-term SEO success.
2015 – RankBrain
RankBrain introduced machine learning to Google’s algorithm, helping the search engine interpret unfamiliar or complex queries. It analyzed past searches to predict the most relevant results, even for terms it hadn’t encountered before. While you can’t directly optimize for RankBrain, creating clear, helpful, and user-focused content ensures your site aligns with its goal of improving search relevance.
2016 – Possum
In September 2016 it was time for another local update. Google’s algorithm update Possum update applied several changes to Google’s local ranking filter to further improve local search. After Possum, local results became more varied, depending more on the physical location of the searcher and the phrasing of the query. Some businesses, not doing well in organic search, found it easier to rank locally after this update. This indicated that this update made local search more independent of the organic results.
The Speed Update made page load time a ranking factor for mobile searches, building on its previous importance for desktop. Slow-loading sites were more likely to see a drop in rankings, especially on mobile devices. This update reinforced the need for fast, seamless user experiences, encouraging site owners to prioritize performance optimization.
2018 – Medic
The Medic Update was a broad core algorithm change that heavily impacted “Your Money or Your Life” (YMYL) websites, such as health, finance, and legal sites. It appeared to prioritize expertise, authoritativeness, and trustworthiness (E-A-T) in content, especially for topics affecting users’ well-being. While it wasn’t exclusively aimed at medical sites, it underscored the importance of credible, accurate, and user-focused information.
The BERT update (Bidirectional Encoder Representations from Transformers) enhanced Google’s ability to understand the context of words in a search query. By analyzing words in relation to the ones around them, BERT improved how Google interpreted natural language and intent. This update particularly helped with more conversational or complex queries, making search results more accurate and relevant. For content creators, it emphasized the value of clear, natural writing that directly addresses user needs.
The Page Experience update introduced a new ranking signal combining existing factors like mobile-friendliness and HTTPS with Core Web Vitals. These metrics measured real-world user experience, focusing on loading speed, interactivity, and visual stability. While content quality remained the top priority, this update emphasized the importance of delivering a smooth and user-friendly browsing experience.
Announced in 2021, MUM introduced a powerful AI system capable of processing information across multiple formats and languages. It can analyze text, images, and videos to deliver more comprehensive answers to complex queries. For example, MUM can combine insights from various sources to provide layered, context-rich results. This update signaled Google’s focus on deeper understanding and more diverse content delivery in search.
First run in April 2021, these updates prioritized detailed, insightful product reviews over thin or generic content. Google rewarded reviews that showed expertise, included real-world usage, and helped users make informed decisions. It’s a key update for affiliate and e-commerce sites focused on providing genuine value. The update ran multiple times over the years.
2022 – Helpful Content Update
The Helpful Content Update targeted low-quality, unoriginal content designed primarily to game search rankings. Instead, it rewarded “people-first” content—material that genuinely answers user questions and provides a satisfying experience. Sites with lots of unhelpful or shallow content saw declines, while those focused on creating valuable, user-centric content were prioritized. This update reinforced the importance of writing with the audience in mind, not just search engines.
Between 2023 and 2024, Google rolled out a mix of core and spam algorithm updates to enhance search quality and combat manipulative practices. Core updates focused on refining how content is evaluated, rewarding pages that provide high-quality, relevant, and trustworthy information. At the same time, spam updates targeted tactics like keyword stuffing, spammy backlinks, and low-quality AI-generated content. These changes reinforced Google’s priorities: surfacing helpful, user-focused content while penalizing manipulative SEO strategies.
2024 – Site Reputation Abuse
Google is cracking down on site reputation abuse, including parasite SEO. This tactic involves using trusted domains to host unrelated third-party content, like payday loans or casino reviews, to manipulate rankings. Sites caught violating this policy risk manual penalties, which require removing or noindexing the problematic content to recover. Legitimate uses of third-party content, such as syndicated news or user-generated material, are still allowed when properly managed.
Google algorithm updates: What’s next?
Google continues to refine its search algorithms with a growing focus on AI-driven search experiences. Recent advancements, such as Google AI Overviews, show a shift toward providing users with more intuitive and context-rich results. These tools combine AI to summarize complex topics, pull insights from multiple sources, and answer broader questions in a concise way.
Looking ahead, we can expect updates to further enhance understanding of search intent, prioritize high-quality content, and improve how information is presented. At the same time, technical factors like site speed, mobile usability, and security will remain essential. For website owners, the key is to stay adaptable by focusing on creating helpful, accurate, and user-centered content while keeping an eye on emerging AI trends in search.
It’s the festive season! Or it’s nearly Valentine’s Day, or the start of summer, or… You get the drift. People love to celebrate, which is why seasonal content tends to do well during those periods. So, should you put effort into creating content for the holidays? We think so! But you should be smart about it. Here are five tips to help you create good-quality seasonal content.
Why should you create seasonal content?
A big benefit of creating seasonal content is that you’ll stay top of mind. After all, your customers are probably looking for content to give them ideas for gifts, services, or events. By participating in the trend, you’ll show your audience that your business is relevant.
Of course, by having seasonal content, you’ll also be able to boost your brand’s visibility and traffic. Especially if you have content optimized for seasonal keywords! In short: most people get swept up by the holiday season, so it’s good to join the hype.
Tip 1: Create evergreen seasonal content
Good news for busy people! You don’t need to create a new piece of seasonal content every year. It’s way better to create one excellent Christmas post, for example, that you optimize every year. Preferably, you optimize it a month or two before the event or holiday takes place.
This will save you time, and increases the likelihood of your content actually ranking (since that usually takes a while). So, avoid adding years to your content. Don’t write a piece about: Best recipes for Hanukkah 2024. Just delete the year from the title, and you’re good to go.
If you do want to include the year in your title, don’t include it in your URL. That way, you can update the post and title each year without having to constantly create new posts and redirect the old ones.
Our Black Friday post has a year in the title, but not in the URL
What if you already have multiple content pieces about the same holiday?
If your posts rank well for different keywords and they get a decent amount of organic traffic, keep them. But if there is overlap in the keywords they’re ranking for and they get okayish traffic, it’s better to merge them into one big post. Just make sure the post’s content still makes sense.
Our tip would be to use the URL of the post that is performing the best. For the other posts, make sure you redirect them to the optimized post so people won’t hit a 404.
Tip 2: Do keyword research
Whether you want to write a new post or optimize an existing one, it’s good to do research. First, start with keyword research, so you know what your audience is searching for during specific events or holidays.
Tip: you can always look for variations of your core keywords! For example, you can add “holiday” or “guide” or “summer/winter” to them.
Just don’t create content for content’s sake. Only write content if you’re sure that your audience is looking for this information. At the end of the day, you want your audience to feel that your site has added value.
Tip 3: Do competitor research
Once you’ve picked out a main keyword, it’s good to search for that keyword in Google, for example. Analyze the top results. Are they blog posts or category pages? If they’re blog posts, what kind of articles are they? For example, if all the top posts are how-to guides then you probably have the best chance of ranking if your article is a how-to guide as well. Just make sure to write something different from what’s already out there.
Tip 4: Plan well ahead of time
It’s good to remember that people often search for gift ideas or tips for activities or recipes weeks in advance. This means you’ll need to have your seasonal content ready before the actual holiday! That’s why it might be a good idea to have a content calendar for your posts, so you won’t forget.
Plus, it’s good to publish new content early so it has time to rank. After all, once the event is there, you want your content to be findable by your audience. That’s why it’s also a good idea to make sure your content meets Google’s helpful content and E-E-A-T guidelines.
Tip 5: Keep your seasonal content updated
Even though you’ve created evergreen content, make sure to update it at least once a year—preferably a couple of weeks before the event or holiday itself. Let’s say you have a new tip, or one of your products is no longer being produced. By updating your content, you’ll ensure that your content is always relevant and helpful. Which your audience and Google will both like!
Don’t forget to republish your content as new!
Once you’ve updated your content, don’t forget to change the publish date. This way, people (and search engines) will know it’s been updated. Of course, if you have a feature on your site that shows both the publish and updated date, then this isn’t necessary.
So why should you republish or update your content? Again, it shows that your content is relevant and current. Because let’s be honest, how would you feel if you read a blog post with Tips for a perfect summer vacation and the date said 2018? You’d think it was outdated, right?
Tip: Our free Duplicate Post plugin allows you to easily rewrite and republish your posts! With the plugin, you can edit your posts without taking them offline.
You can access the Rewrite & Republish feature via the WordPress toolbar or from the post overview
Seasonal content: the gift that keeps on giving
If you’ve got a solid post that you can update every year, you’ll ensure that you’ll give your audience helpful content. Plus, you’ll gain more traffic during seasonal events. Just make sure to update or write your content weeks in advance, so it has time to rank. All that’s left then, is to promote your content, for example on your social media channels or via email marketing. Good luck!
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00Dubado Solutionshttp://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.pngDubado Solutions2024-12-11 13:59:542024-12-11 13:59:545 tips on how to create good seasonal content
We love to say that SEO is always changing, and 2024 proved that true. There’s hardly been a year more challenging and exciting than that. But as we’re heading into 2025, we’re sure we have not seen the last of it. With everyone banking on AI, search, and the search industry are set for another sea change. In this post, we hear from seasoned SEO experts for their predictions on the future and how you can prepare.
2024 was a year with many newsworthy developments. We won’t review everything here, as that would need a book, but maybe someone will make a documentary about life as an SEO in 2024. Or maybe life at Google, as the search giant was central to almost all the big news.
Google deemed a monopoly
Let’s start with the biggest: Google faced a significant legal ruling when a federal judge declared it a monopoly in August. This landmark antitrust case found that Google’s dominance in the search engine market violated antitrust laws. Since then, there have been many discussions about potential regulatory changes and impacts on the broader search and tech industry. Currently, it looks like the DOJ will ask Google to sell off Chrome, among other things.
Google launched AI Overviews
In May, Google launched AI Overviews during its I/O event. This new feature uses AI to generate concise summaries in search results, aiming to make searches more efficient and user-friendly. This integration marked a significant advancement in using AI within search engines. AI Overviews are now available in most markets, but not the EU.
Google search documents leak
Around the same time, a massive leak of Google’s search API documentation occurred, revealing over 2,500 pages of internal documents. Although the leaked documents do not contain the algorithm’s secret recipe, they provide valuable insights into Google’s inner workings.
Core updates keeping everyone up at night
Throughout the year, Google’s core updates led to significant swings in search rankings and notable traffic changes for many websites. For many of us, it remains an ongoing challenge to adapt to evolving algorithms quickly.
Keep up to date with the Yoast newsletter SEO is ever-changing. It can be hard to keep up with the latest changes and decide what’s best to focus on. But as a Yoast newsletter subscriber, you no longer need to worry! You’ll receive weekly emails with practical SEO tips and insights to help you quickly improve your site.
Additionally, in March, Google banned Parasite SEO, a practice that exploits high-authority domains for quick ranking. Google uses this ban to improve search quality and eliminate manipulative practices within its search ecosystem. This policy affected major sites like Time, Forbes, CNN, and the Wall Street Journal, as they were penalized for not adhering to Google’s guidelines.
OpenAI launches ChatGPT Search
In non-Google news, OpenAI introduced a search feature within ChatGPT in October, which was another groundbreaking development. This addition allows users to access up-to-date web information directly through the chatbot. As a result, OpenAI became a direct competitor to traditional search engines and offered a new way to find information online.
These were just some of the big events that happened in 2024. SEO is one of the most dynamic industries — there is never a dull moment! But this also means that you must stay informed about SEO trends for 2025 and be able to adapt to a rapidly changing environment.
We’ve asked several trusted experts for their predictions of what’s happening next in SEO in 2025. We’ll present their answers in themes, starting with the biggest one: the role of AI in SEO.
AI’s role in SEO
Artificial Intelligence is reshaping how businesses and professionals approach SEO. As AI tools become more advanced, they offer both opportunities and challenges.
Content generation and strategy
Arnout Hellemans (independent SEO consultant) believes AI will “massively” transform SEO strategies. However, he says, “The issue is that search engines will leave loads more content out of the index because it’s generic content already there.”
This means businesses must focus on creating unique and valuable content rather than relying solely on AI-generated text. AI can help keep content updated and assist in research, but human oversight remains critical. Hellemans suggests that while AI advances rapidly, “human oversight and rewriting is still really needed.” This balance ensures content remains relevant and engaging.
Streamlining content creation
Lily Ray (VP, SEO Strategy & Research at Amsive) points out that AI can make content creation much more efficient: “More and more companies will find ways to integrate AI into their content creation and optimization strategies. Outside of using AI to generate content, AI can create major efficiencies that streamline the content creation, such as analyzing and summarizing data, producing insights and text content at scale; generating metadata and structured data, and much more. While mass-producing AI content on a large scale can present SEO risks in some cases, using AI creatively and intelligently can dramatically speed up and improve the content ideation and creation process.”
Using AI for more than just content creation
Lily’s colleague Johnny Herge added that content writers will start using AI tools to do more than just produce content. “A new way many SEOs will succeed in 2025 is by using AI to help with the final product besides the copy itself. Coding is made infinitely easier with AI. Using AI will allow writers to make data analytics scripts or scripts that organize data and pull insights that would have previously required a writer to have a different skillset entirely. This likely will lead to writers being able to put forward much further quantifiable insights. ”
Kevin Indig (independent consultant) agrees: “AI + no-code offers SEO and other marketers powerful new workflows around building systems instead of working on single campaigns. I expect us to see many more examples of “systemization” next year, which will lead to smaller SEO teams with larger impact.”
AI and SEO tools will improve
As AI and SEO tools evolve, they will become much smarter. They don’t just identify issues but suggest fixes, making them incredibly valuable. Kyle Risley (Senior SEO Lead at Shopify) predicts, “SEO tools will evolve to be more proactive, shifting from merely identifying issues to offering comprehensive solutions. For small businesses with limited time and resources, these recommendations can help improve site quality, even without specialized SEO knowledge. Instead of simply noting “Your title tag is too short,” tools will suggest “Your title tag is too short. Click here to implement a better one.”
AI agents and AI brandbuilding
Jes Scholz (independent Growth Marketing Consultant and SEO Futurist) says, “AI agents will be all the hype, but very few SEOs will actually change their strategy. Only the bold will have the buy-in to take tactics to the cutting edge. But this will be needed as LLM-powered surfaces (AI Overviews, ChatGPT, etc.) start slowly but steadily eating into traditional search. Quick win AI visibility tactics, like best of listicles, will rise and fall like the meta keyword tag of old. Brand building on popular RAGd platforms will likely emerge as a dependable strategy. But no matter what, now is the time you can win the HoM/CMO/CEOs attention.”
Google’s AI Overviews will evolve
Kevin Indig predicts that Google’s AI Overviews will evolve: “I expect AIOs to morph into other formats next year, similar to how they contain products in shopping. Right now, they look like Featured Snippets, but I expect Google to keep iterating. I also expect them to roll AIOs out even further to monetizable queries, widening the gap between what’s measurable and what’s happening in the search results even more.”
Mark Williams-Cook(SEO Director at Candour) adds: “We’ve long seen the trend of Google trying to keep searchers on their SERP, and with their recent announcement they have reduced the cost of generating AIOs by 90%, I think it’s obvious we’re only going to see more of them. However, AI in the form of LLMs does open new doors, especially with content creation, without falling into the no-value trap of having AI write your content for you.”
Yoast SEO expert insights for 2025
Carolyn Shelby – Principal SEO at Yoast
The balancing act of SEO professionals In 2025, the big shift in SEO will be balancing diversified visibility with unified messaging. As AI-powered platforms, alternative search engines, and social discovery tools like TikTok, ChatGPT Search, and even Reddit increasingly influence how users find information, businesses can no longer rely solely on Google to drive traffic. Success will come from creating a consistent, authoritative presence across these fragmented ecosystems.
SEO professionals will need to ensure brand messaging remains cohesive and trustworthy across all channels while adapting to each platform’s unique requirements. Structured data, multimedia content, and a deep understanding of user intent will become critical to connecting the dots between platforms and maintaining a seamless user experience. In 2025, SEO will evolve into an integrated marketing discipline where visibility and messaging work hand in hand to build lasting trust and engagement.
Adapting to zero-click searches
The rise of zero-click searches is changing how businesses approach SEO in 2025. Getting clicks can be harder as users find answers directly on search result pages. Here are our experts’ predictions on this challenging topic.
Maintaining visibility
Arnout Hellemans suggests that you “start looking at other platforms (both search engines and AI interfaces) and try to understand how you can be included in their answers (think Claude, ChatGPT, Bing, Brave search engine). By doing this, you can ensure your business remains visible even when traditional clicks decrease.”
Building a brand following
Building a strong brand presence is essential. Arnout advises businesses to focus on “proper marketing, such as building a following or fans. Visibility will start shifting away from Google; I think this is where we will find plenty of opportunities.” Engaging with your audience on social media and other platforms helps maintain interest and loyalty, even if users don’t click through to your site directly.
Leveraging AI and alternative channels
Kyle Risley says, “As clicks become harder to come by in organic search, there are pretty much two options for organic acquisition: hang on to as much of your remaining click share as you can and activate new traffic acquisition channels.” This could mean looking at channels like TikTok and YouTube. These platforms are gaining traction as starting points for user journeys. Businesses can create engaging content on these channels to reach new audiences and drive traffic.
Becoming a source for AI Overviews
Gus Pelogia (Senior SEO Product Manager at Indeed) notes that being a source in AI Overviews can be more relevant than getting clicks: “Imagine searches displaying a brand’s blog as a source (e.g. software listicles). If one of the players is the main source for AI Overviews, they’ve more control over the message vs competitors. Could they change the wording to say better things about them?
“I’d guess many people will see an AI answer mentioning a few brands and what’s being said about them, and later, they will move to each brand’s website to evaluate their options. That specific search was a zero-click, but there’s a new one happening directly to your company’s website.”
“It’s interesting that clicks will decrease, but since AI Overviews are a RAG (AI answers validate with sources), many pages will still have a reason to exist since they’ll validate the AI answer. This is intent-dependent. Many informational, common-knowledge queries won’t require new articles or have a brand impact.”
Reddit is not going away; make use of it
Kevin Indig doesn’t expect Reddit’s growth to slow: “Searchers want connection and a non-commercialized space. I expect Google to improve at showing Reddit posts that are not outdated or thin. The implication is that domains must compete for one less spot since Reddit takes up many top spots in the search results. On the other hand, it becomes a valuable pool of audience insights and engagement. Brands that develop a playbook to grow their visibility on Reddit have a chance to improve their sentiment and create loyal customers.”
Expand your data tracking
Aleyda Solis predicts that tracking pixels, SERP features, and clicks vs. no-clicks will become fundamental: “Start monitoring your overall SERP visibility and click behavior: Your SERP features shifts — AI overviews included — pixel visibility from the top, as well as clicks (and no-clicks) shifts per content type and SERP feature, to focus your SEO strategy accordingly.”
Yoast SEO expert insights for 2025
Alex Moss – Principal SEO at Yoast
The evolving role of the SEO: It’s more than just “SEO” As an SEO professional, I’ve witnessed a dramatic shift in our field, particularly in 2024. While the traditional “SEO” title remains, it has become an increasingly outdated term. Our role is expanding, becoming more multifaceted, and demanding a broader skillset. We’re no longer solely focused on optimizing for Google; we’re becoming Discovery Optimization Experts responsible for ensuring brands are found across the entire digital landscape.
Several factors drive this shift, including the rise of AI-powered search engines like ChatGPT and Perplexity and the growing importance of platforms like TikTok and Reddit as legitimate discovery channels.
Furthermore, the perception of SEO as purely a marketing function is misguided. SEOs bring a unique understanding of the digital ecosystem far beyond traditional marketing. We should be more involved in high-level business decisions that shape a company’s online presence, influencing everything from website design to content strategy to product development.
The future of SEO is exciting, but our value still tends to be underrated. Our skillset will need to expand further yet again, practicing through experimentation.
The rising importance of video content
Video content is becoming a key component of SEO strategies in 2025. Its engaging nature offers a unique way to connect with audiences.
Video-first approach
Mark Williams-Cook says, “I expect we’ll see many smaller businesses take a ‘top-down’ approach with content now, meaning they will go video first – and I think this is really smart. Video content is cheap, fast to make, and a natural way to pull real insight out of people. With the tooling we have now, it’s easy to automatically produce transcripts, which in turn, LLMs can rewrite into a more traditional ‘article’ style. This approach means you’ll get the video to share over multiple platforms, which is not only hard for AI to replicate but how a lot of people prefer to engage in content.”
Google’s focus on video content
Lily Ray confirms that “video content is increasingly essential, as Google prominently features YouTube and sometimes TikTok across various surfaces, like Search, Discover, Google News, the Video tab, Short Videos, and more. Site owners should be well-versed in changes to how Google indexes video content and expands their text content into visual formats.”
“As it relates to video indexing, Google now requires that a video be the focus of an indexed watch page for the video to get indexed (“Google indexes videos only from indexed watch pages.”) Using YouTube to host the video is another way to ensure that the video is indexed, but be sure to use VideoObject structured data to “connect” your watch page to the YouTube video for the watch page to get video rich features in search results.”
Interactive engagement
Gareth Hoyle emphasizes that “video will also continue to gain importance due to its interactive nature and engagement. AI video will continue to grow, but like the EEAT signals above, curated and well-engaged real video will help businesses showcase themselves to Google’s algorithm and their current and potential new customers.”
E-commerce SEO shifts
The landscape of e-commerce SEO is evolving, particularly with changes in how Google handles shopping queries. Businesses need to adapt to these shifts to stay competitive. These are some of the predictions our SEO experts had to share.
Google Shopping tab focus
Kevin Indig expects “the new Shopping Tab experience to become the default experience for shopping queries. As we’ve seen before, Google often tests a new experience in the shopping tab and then moves it to the main tab. The implication is that e-commerce SEO becomes more about optimizing product pages as Google becomes the new category page.”
Optimizing product pages
As Google will likely integrate more e-commerce features directly into search results, businesses must optimize their product listings. With the emphasis on product pages, businesses should ensure that these pages are detailed and informative. This includes high-quality images, detailed product descriptions, customer reviews, and clear pricing information. Structured data markup can enhance how products appear in search results, increasing visibility and click-through rates.
Product feed accuracy
Accurate and organized product feeds are crucial. Kyle Risley highlights the importance of having “well-organized and error-free product feeds” as search engines increase the visibility of organic product listings. This requires regularly updating product information and ensuring consistency across platforms.
Adapting to new channels
As consumers begin their shopping journeys on platforms like TikTok and YouTube, businesses should consider expanding their presence on these channels. Creating engaging product videos and leveraging social commerce features can attract new customers and drive traffic.
Sign up for our monthly SEO news webinar Learn more about the SEO trends and predictions of 2025 with insights from industry experts. Join our free monthly installments of the SEO Update by Yoast to learn strategies that drive results. Reserve your spot today.
Today, brand authority is vital if you want to perform well in search results. As search engines evolve, they will develop new ways of determining how valuable your brand is. Building a good — human — brand is one of the best ways to stand out from the crowd.
Targeting branded queries
Aleyda Solis emphasizes that it’s all about brand optimization: “Brand optimization becomes key. It’s clear that Google wants to feature real, authoritative brands at the top of the SERPs, which is also helpful for increasing CTR and optimizing conversions. Grow your brand authority by understanding your company brand positioning and considering it in your SEO strategy: Target your branded queries, specify your brand details with structured data, optimize your knowledge panel details, etc.”
Focusing on EEAT
Gareth Hoyle highlights the importance of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) referenced content: “As Google continues to improve its ability to weed out low-level, auto-produced AI content, EEAT-referenced content will become increasingly important and visible as Google increases trust based on what it knows about the author rather than just the words on the page. I am sure it will be an ongoing battle as spammers and content sites continue to churn out page after page of content, but the personal brand will help the cream rise to the top.”
Local SEO trends for 2025
Local SEO is essential for small and medium-sized businesses attracting nearby customers. As we move into 2025, businesses should focus on a few key areas.
Google Business Profile optimization
Keeping an updated and complete Google Business Profile is essential. Freelance SEO expert Arnout Hellemans emphasizes that a “regularly updated Google Business Profile and a fully completed profile will be extremely important.” This means ensuring that all business information is accurate and up-to-date. Regularly adding new photos, responding to customer questions, and posting updates can make your business more appealing to local searchers.
The power of reviews
Customer reviews significantly impact local search rankings. According to Arnout, reviews with the “right sentiment,” particularly those discussing “the services received and results,” are crucial. Encourage satisfied customers to leave positive reviews, highlighting their experiences with your services. Responding to positive and negative reviews shows that you value customer feedback and are committed to improving your business.
User experience (UX) enhancements
Improving user experience is key to boosting SEO performance. A smooth and intuitive website keeps visitors engaged and encourages them to explore more.
Form validation and friction reduction
Arnout Hellemans highlights the importance of “proper form validation on lead forms and checkout.” Ensuring that forms work correctly and are easy to use can prevent user frustration. Make sure users can easily fill out and submit forms without errors.
Removing distractions is also crucial. Arnout advises focusing on “the removal of distractions like pop-ups on every page.” Pop-ups can be annoying and disrupt the browsing experience. Limiting their use or ensuring they’re relevant and easy to close can help maintain user attention.
Leveraging SEO communities
Joining SEO communities can be a game-changer for people looking to enhance their knowledge and network. These communities offer support, insights, and opportunities that can drive growth.
Growth of global SEO communities
Jo Turnbull (Founder and Marketing Consultant at Turn Global) mentions that by 2025, there will be “the growth of global SEO and digital communities.” This growth is particularly beneficial for smaller brands aiming to build authority. Being part of a community provides access to shared experiences and advice from peers facing similar challenges.
Jo says, “We have seen a growth in members of some communities such as Women in Tech SEO, The FCDC and the DMU (a community for freelancers) over the past few years and many communities will continue to grow in 2025. SEO Office Hours has had over 60k views and regularly has between 30 and 40 live attendees per episode. As of November 23rd, there have been 50 episodes.”
“The International Search Summit, run by WebCertain, has grown to over 600 attendees, but when it first started in Barcelona, there were just 50. Search London has been running for nearly 14 years, and we have grown to now run events in Barcelona. They sold out of tickets just by promoting on social media and within our network.”
Support and learning opportunities
SEO can often feel isolating, especially in smaller companies where one person handles most of the SEO tasks. Jo notes that these communities help individuals who “look for external support” as they navigate frequent updates and changes in SEO. Participating in events, webinars, and online forums provides valuable learning opportunities and informs members about the latest SEO trends and techniques.
Building networks and careers
Being active in an SEO community can also open doors to career opportunities. Networking with other professionals can lead to collaborations, job offers, and new projects. Jo points out that people join communities to “feel and be supported,” learn from one another, and advance their careers.
Conclusion to SEO in 2025
As we move into 2025, staying on top of SEO trends is more important than ever. The events of 2024 have shown us how quickly the landscape can change, from legal rulings and algorithm leaks to shifts in digital strategies. These changes underscore the need for you to remain agile and informed.
Join our monthly SEO news webinar to keep up with these changes and gain deeper insights. Alex and Carolyn — our resident SEO experts — talk you through all the latest developments. It’s a great opportunity to stay informed about the latest trends and strategies. Please sign up today and learn how to navigate SEO in 2025. Let’s continue to learn and adapt together.
Do you have any thoughts or predictions about SEO in 2025 to share? Please comment on this post!
Allow us to cache, pretty please.
As the internet grew over the years, so did how much Google crawls. While Google’s crawling
infrastructure supports heuristic caching mechanisms, in fact always had, the number of requests
that can be returned from local caches has decreased: 10 years ago about 0.026% of the total
fetches were cacheable, which is already not that impressive; today that number is 0.017%.
