Posts

7 focus areas as AI transforms search and the customer journey in 2026

/0 Comments/in , /by
7 focus areas as AI transforms search and the customer journey in 2026

Search is changing faster than ever – and 2026 may be the year it fully breaks from the past. 

Over the last year, AI has reshaped how people discover, decide, and convert, collapsing the traditional customer journey and cutting touchpoints in half.

AI-powered assistants and large language models (LLMs) will handle roughly 25% of global search queries by 2026, per Gatner, replacing many traditional search interactions.

customer-journey-evolution

We’re already seeing the effects. Traffic from LLMs is climbing at a hockey-stick pace, signaling a massive shift in how users find information. 

To stay competitive, marketers need to build strong content and experience flywheels, as answer engine optimization (AEO) and generative engine optimization (GEO) become critical priorities.

Bruce Clay, founder and president of Bruce Clay Inc., predicted:

  • “AI-powered search is expected to cause traffic to continue to drop for many sites, creating a disturbance in the force.”

Adopting AI isn’t optional – it’s foundational. 

Yet most marketing systems weren’t designed to operate in an AI-first world. 

Disconnected tools and data silos make orchestration difficult and create inconsistencies that derail performance. 

To succeed in 2026, brands will need integrated, cross-functional, omnichannel systems that connect data, content, and customer experience.

Building a resilient digital presence for 2026

Preparing a brand’s digital presence for an AI-driven world means rethinking data, tools, and customer experiences while presenting a clear, consistent brand story. 

The goal is to deliver personalized content and be ready for agentic experiences, where AI assistants act on behalf of users.

This shift begins with the evolution of search itself. 

The biggest change is moving away from a simple query-and-response model to a more dynamic, reasoning-driven conversation.

traditiona-vs-ai-search

Traditional search was like a game of chess – discrete and predictable. AI search, on the other hand, is more like a jazz concert – continuous and fluid. 

The experience has shifted from browsing lists and visiting websites to receiving direct, synthesized answers.

Instead of matching keywords to an index, AI uses query fan-out, which involves:

  • Breaking queries into components.
  • Analyzing multiple sources.
  • Delivering a single, comprehensive answer based on consistent patterns.

With AI, the traditional marketing funnel is shrinking. AI search can move directly from intent to conversion in minutes, dramatically accelerating the process. 

We’re already seeing three- to eight-times higher conversion rates from traffic originating in AI search.

According to Crystal Carter, head of AI search and SEO communications at Wix:

  • “Traffic from LLMs (like ChatGPT and Perplexity) is becoming increasingly distinct from Google search traffic, requiring separate optimization and analysis strategies.”
traditiona-vs-ai-search-funnel

New types of intents, like “generative” (e.g., “create an image”) and “no intent” (e.g., “thanks”), now make up almost half of all LLM interactions and don’t require a website visit. 

traditiona-vs-ai-search-intent

Search is becoming action-oriented. 

As AI systems start booking tables, making appointments, and completing purchases, even transactional journeys may no longer end on your website.

Search ‘everywhere’ optimization: The new SEO

For brands, the goal is no longer to be a single destination. It’s to be present wherever your audience is. 

That means becoming a trusted data source that powers the new, agentic ecosystem. 

AI systems prioritize clarity, consistency, and patterns, so channel silos must give way to a well-integrated, omnichannel approach.

Ideally, AI agents should be able to access all your brand data and deliver complete, contextually accurate results based on user intent. 

As Bill Hunt, president of Back Azimuth Consulting, explained:

  • “AI agents like ChatGPT will shift from answering questions to completing transactions. Both the Shopify connectors and feeds, as well as Walmart and Amazon saying they are Google killers. Being ‘callable’ through APIs and integrations will be as critical in 2026 as being crawlable was in 2010.”

In this new paradigm, websites are evolving from sales destinations to data and information repositories – built not just for human visitors, but for AI systems that retrieve, interpret, and act on that data.

Dig deeper. Search everywhere optimization: 7 platforms SEOs need to optimize for beyond Google

7 key focus areas shaping marketing and search in 2026

To compete in 2026 and beyond, brands must optimize for visibility across every relevant platform.

Here are seven key priorities and emerging trends shaping the future of search and martech.

2026-focus-areas

1. Strengthen technical SEO foundations for AI retrievability

The foundation of search is shifting from traditional crawlability to GEO. 

The core principle of GEO is retrievability – ensuring that high-quality content is not only discoverable but also easily accessible and understood by AI models.

To prepare for this shift, your website should serve as a centralized data hub for your content and digital assets, enhancing the experience for both humans and AI systems.

Website data hub

Make sure to grant access to AI crawlers in your robots.txt file, use server-side rendering (SSR) for core content, and adopt progressive indexing protocols like IndexNow, used by Bing.

2. Build localized visibility in AI-driven environments

Local SEO has evolved – from data accuracy in its 1.0 phase, to profile completeness and engagement in 2.0, to personalized experiences in what’s now emerging as Local 3.0. 

AI models, particularly Google’s AI Mode, increasingly cite local business information from sources like Google Maps and online directories. 

That makes core local SEO practices – NAP consistency and Google Business Profile optimization – critical for maintaining AI visibility.

Pages with robust schema markup also tend to earn higher citation rates in AI Overviews, reinforcing the importance of structured data for local relevance.

Dig deeper: AI and local search: The new rules of visibility and ROI in 2025

Get the newsletter search marketers rely on.

See terms.

3. Develop an AI-assisted content flywheel

The biggest challenge today isn’t just creating content – it’s creating a connected experience. 

As companies integrate AI into their digital experience platforms (DXPs), the focus must shift from producing siloed assets to building a connected content flywheel. 

That begins with a deep understanding of who your customers are and what they need, allowing you to fill content gaps in real time and stay present at every critical touchpoint.

DXPs are no longer static repositories. They’re evolving into intelligent, AI-native engines that proactively shape user experiences. 

The ideal platform uses AI to create quality content at scale, powering a flywheel that delivers personalized, efficient, and well-governed customer journeys. 

This is especially important for large brands and multilocation businesses, where updating hundreds of pages still requires manual, repetitive effort.

Here are the key steps to creating quality content and building a content flywheel.

content-flywheel

Insights: Identify customer intent and content gaps

Your content strategy should be guided by real-time customer needs. 

Use AI-powered tools to uncover the questions and challenges your audience is trying to solve. 

Then analyze your existing content to identify gaps where your brand isn’t providing the right answers.

Creation: Develop deep, AI-structured content

To create content that performs well in AI search, start by assessing AI visibility and user sentiment. 

Use AI to scale the development of deep, comprehensive content – always with a human in the loop.

Since AI engines draw from text, images, videos, and charts, your content must be equally diverse. 

Just as important, it must be machine-readable so AI systems can synthesize and reason with it. 

Prioritize an entity-based SEO strategy to build topical authority, and use comprehensive schema markup to help search engines understand your brand and content context.

Clearly structuring your data also prepares your site for advanced conversational search.

It ensures visibility in the next generation of AI-powered answer engines and readiness for NLWeb, the open protocol spearheaded by Microsoft to make websites conversational.

Dig deeper: Chunk, cite, clarify, build: A content framework for AI search

Distribute

Establish a human-in-the-loop workflow to review, update, and refresh content regularly, keeping it accurate, relevant, and effective in answering user queries. 

Publish from a centralized source to maintain consistency across owned channels, and adopt rapid indexing protocols like IndexNow to accelerate discovery and visibility.

Monitor and iterate

Continuously track visibility and performance within AI models by testing target prompts. 

Deploy an agile strategy – as you distribute content, monitor results, experiment with new approaches, and refine continuously, the flywheel becomes self-sustaining. 

Each cycle feeds fresh insights back into the system, helping your content strategy stay adaptable and build momentum over time.

  • “AI search engines synthesize across ecosystems, not just pages. Marketing leaders must ensure their digital footprint works as a unified system, not isolated campaigns,” Hunt said.

Businesses must maintain consistent, clear information across every channel. 

Traditional SEO is giving way to relevance engineering – a discipline centered on systematically creating and structuring content for semantic relevance. 

This approach helps brands navigate today’s increasingly complex query landscape.

4. Create a consistent, data-driven experience flywheel

experience-flywheel

While the content flywheel attracts visitors, the experience flywheel converts them – a critical function in an era of zero-click searches. It operates on a continuous feedback loop.

  • Strategy: Building an experience strategy starts with unified data from every customer touchpoint and channel. AI can segment this data to reveal audience expectations and friction points, helping shape a strategy grounded in real behavior.
  • Experience: AI can then put this data to work – connecting audience intent, personas, desired outcomes, and business goals to generate predictive insights that drive personalized and agentic experiences dynamically.
  • Conversion: AI also helps track the customer journey through the funnel across channels and touchpoints. Dynamic A/B testing and conversion rate optimization (CRO) can then be done at scale, tailored to audience segments and intent.
  • Iteration: The goal isn’t perfection but agility. Monitoring performance alone isn’t enough – iteration matters. Use data to make real-time pivots, refining your strategy with every new learning.

The experience flywheel becomes a self-reinforcing engine that continuously drives engagement, builds loyalty, and accelerates growth.

5. Use AI agents to orchestrate journeys and workflows

As AI-driven search becomes increasingly agentic, it establishes a new standard for the seamless digital experiences customers expect. 

To meet this demand, brands must use journey orchestration and workflow automation powered by AI agents that guide users through connected, intuitive experiences.

The key is to deploy specialized vertical AI agents trained on your business data. 

By orchestrating these agents across the customer journey, you can deliver hyper-personalized, omnichannel experiences. 

This is only possible if your website and systems are ready to interact with AI agents.

For internal teams, AI agents also offer major opportunities to automate manual workflows across the entire marketing landscape.

Dig deeper: How AI agents are revolutionizing digital marketing

6. Redefine KPIs for an AI-first performance model

As AI satisfies user intent more directly within search results, traditional metrics like rankings and traffic are losing relevance. 

This shift means citation is the new rank, pushing teams to optimize content for retrievability rather than rankability.

As metrics like click-through rate decline in importance, new success indicators are emerging – including LLM visibility score, AI citation count, share of voice, and sentiment. 

Success now depends on query diversity, or the ability to answer multiple related long-tail queries effectively.

According to Ray Grieselhuber, CEO of Demandsphere: 

  • “Traditional metrics like impressions, clicks, and click-through rates are becoming much more difficult to rely on as KPIs. They are still useful to look at, but marketers should renew their focus on human behavior. Share of Voice is one of the best KPIs to measure this new behavior. Companies that ignore visibility in AI-driven responses risk ‘feeding that territory’ to their competitors.”

7. Integrate systems and data to power a unified marketing infrastructure

A fragmented marketing tech stack with siloed tools creates inefficiencies and hidden costs.

Data fragmentation and manual processes increase operational expenses and derail integration efforts. 

Shifting focus to an integrated marketing platform – and evaluating total cost of ownership – helps overcome these challenges.

An integrated solution provides the consistency, clarity, and unified data needed to keep your digital presence adaptive and competitive.

Dig deeper: Integrating SEO into omnichannel marketing for seamless engagement

The next phase of search and the customer journey

As we move into 2026, AI is not just another tool – it’s rebuilding the customer journey from the ground up. 

With AI assistants expected to handle a quarter of all search queries, the traditional marketing funnel is shrinking. 

The new landscape is defined by agentic, action-oriented interactions that can bypass websites entirely, demanding a fundamental strategic shift from every brand.

To stay visible and relevant, businesses must evolve from being destinations to being trusted data sources for AI. 

That begins by fueling a content flywheel with deep, structured content accessible across every channel. 

Once this flywheel attracts an audience, an experience flywheel – powered by unified customer data and an integrated, AI-native platform – takes over to drive conversion through deep personalization.

Ultimately, the brands that succeed will be those that embrace this new ecosystem. 

They’ll replace outdated metrics, such as traffic, with new KPIs focused on AI visibility, tear down silos through integration, and prioritize delivering seamless, omnichannel experiences.

Thank you to Bill Hunt, Ray Grieselhuber, Bruce Clay, Crystal Carter, David Banahan, and Tushar Prabhu for their insights and contributions.

Read more at Read More

Google says verify your cloud hosting provider with Search Console

/0 Comments/in , /by

John Mueller from Google posted an SEO tip and reminder for those who use cloud services, such as AWS, Azure, Google Cloud or others, to host images, videos or other content. John explained that you should probably verify those within Google Search Console. This will give you the ability to track the performance of those files in Google Search, including any debugging information when necessary.

Of course, in order to do this, you need to be able to control the DNS and most give you the option to do that through DNS CNAME. So you can set up your DNS to control those files in that cloud environment. For examples, it can be images.domain.com or videos.domain.com and so on.

The advice. Here is John’s post on this on Bluesky:

If you’re using a cloud provider to host images / videos / other content, you can and should verify the host in Search Console, so that you’re aware of potential issues that affect Google’s crawling & indexing, & Safe Browsing. Use a DNS CNAME to the bucket, then verify with DNS.

Using your own hostname (something like content.your-site.com) means you can verify it in Google Search Console to get crawl errors and malware alerts. You can verify using DNS verification… or just verifying your main domain.

To do this, set up a CNAME entry for your domain name and point at your cloud provider’s bucket, eg “content.your-site.com” uses a CNAME for “your-bucket.clodstorage.com” (or “buckets.clodstorage.com”). Also, you will have to update all links in your site (ugh, I know).

You need to update all the links within your site so that users only find your content with your new hostname. For bigger sites, this is a hassle, I know. Search & replace, then double-check by crawling the main sections of your site (all templates, all important URLs).

Caveat: if you need to do this for images, and you care about Image search traffic, know that this will cause fluctuations in Google Images (images are often recrawled slower than web pages and need to be “re-processed” with the new URLs). It’ll settle down though.

Bonus: if you use something like “content.your-site.com”, you can just verify the main domain with DNS in Search Console, and get all data for your website + the content hosted there in a single property in Search Console.

AND THAT’S NOT ALL. IF YOU ORDER NOW, YOU ALSO RECEIVE the ability to migrate to another cloud storage provider without breaking a sweat. Map the CNAME to the new bucket (if the file URLs remain the same), use redirects (it’s your hostname). It’s not really your site unless it’s on your domain name.”

Why we care. It is super common these days for websites to use numerous cloud hosting services and products. So it is totally possible that you are missing out on data, analytics and useful debugging details within Google Search Console for those services.

Verifying them on Search Console should not be a big deal for your site’s administrator and should it should unlock a lot of useful information for you and your SEO team.

Your Competitors Are Already Optimizing for AI Search. Are You?

✓ Monitor how AI platforms rank you vs competitors in real-time

✓ Discover untapped AI visibility opportunities in your industry

✓ Track sentiment shifts across 5+ major AI platforms


See what AI says about your brand today

Read more at Read More

Google Local Services Ads vs. Search Ads: Which drives better local leads?

/0 Comments/in , /by
Google Local Services Ads vs. Search Ads- Which drives better local leads?

Google gives local businesses two main ways to generate PPC leads online: Local Services Ads (LSAs) and Search campaigns.

LSAs are pay-per-lead campaigns – for actions such as calls, messages, or booked appointments – with a quick setup process that involves verifying your business. After that, Google automates most of the ad and keyword setup.

Search campaigns are more complex but offer far greater control over ad copy, keywords, and optimization.

Understanding how each format works – and when to use them – can help you get more qualified leads and make smarter use of your ad budget.

Most advertisers use both and shift budgets based on which delivers better long-term results.

Getting started with Google Local Services Ads

LSAs work for businesses of all sizes, not just those with small budgets.

For small business owners, LSAs offer an easy way to set up and run ads quickly. 

This is one of the few ad formats where following Google’s setup instructions can actually work well. 

That’s not the case for Google Search campaigns, which are far more complex and often waste spend when relying on Google’s automated suggestions.

Small businesses can prepay a few hundred dollars to test results. 

While LSAs offer fewer options for control, customization, or optimization, they can work well for very small budgets. 

They don’t require as much active management as Search campaigns – though they aren’t completely “set it and forget it” either.

Larger companies can also benefit from testing LSAs alongside other ad formats to compare results. 

However, not all industries are eligible, so always confirm availability before allocating budget.

During setup, review all details carefully – including company information, service areas, and specific services – rather than assuming Google configured them correctly. 

You have limited control over ad copy and keywords, since Google automatically determines relevant terms. 

As Google’s documentation notes, “there is no need to do keyword research as relevant keywords are automatically determined by Google.” 

This can work in your favor – or lead to irrelevant traffic – because you can’t define your own keywords.

Reviews are especially important in this format, as they appear prominently and heavily influence results. Collecting legitimate, high-quality reviews is critical for success.

To evaluate performance, connect third-party tools to track and qualify leads. 

A basic CRM can help you measure how many leads convert into customers. 

Platforms like HouseCall Pro and ServiceTitan can also integrate booking features, letting customers schedule appointments directly through your LSAs.

Dig deeper: Advanced Google Ads tracking for local service companies

Getting more from your Google Search ads

Google Search campaigns are more complex but offer a wider range of features for setup and optimization. 

On top of setting business hours, target areas, and other details, Search campaigns give you greater control over ad testing, assets, keywords, match types, bidding strategies, and more.

Testing with just a few hundred dollars is not recommended. These campaigns require active monitoring and frequent optimization to perform well over time. 

Unlike LSAs, you can add negative keywords and test a wide range of terms to identify which are most effective and profitable. 

A/B testing ad copy and landing pages is also possible, giving Search campaigns much more scalability.

When starting, test a small budget using phrase and exact match keywords only, even with manual CPC bidding to set your maximum bid per click. 

This offers tight control for new accounts, though it’s typically a temporary setup before switching to automated bidding and broader match types. 

With larger budgets, you can immediately use automated bidding and broad match keywords.

Begin with broad match keywords using a Maximize Conversions bid strategy, then add a target CPA (tCPA) once performance data builds.

In industries with high CPCs, set up portfolio bidding to include both a tCPA and a maximum CPC bid. 

Microsoft Ads includes this option natively in its tCPA setting, so portfolio bidding isn’t required there.

After running a Search campaign for two to three months, begin expanding and refining based on performance. 

Add new campaigns and ad groups to test additional keyword and ad combinations, aligning each with specific landing pages to maximize lead generation – something not possible with LSAs.

Get the newsletter search marketers rely on.

See terms.

Combining LSAs and Search campaigns for stronger results

As with any advertising channel, it’s essential to regularly evaluate lead quality using a CRM and call tracking tools, such as CallTrackingMetrics or CallRail. 

When running both LSAs and Search ads, compare leads from each to assess performance. 

LSAs often face lead quality issues, despite being pay-per-lead campaigns. 

Google continues improving spam filtering and invalid lead detection for LSAs, but the system still isn’t perfect. Invalid leads can be disputed.

Ad positioning also differs between the two formats. LSAs typically appear at the top of the page, though fewer of them are shown compared to Search ads. 

Showing in multiple placements isn’t a problem, but you should continually evaluate cost per lead, lead quality, and lead-to-customer conversion rates for both formats.

Dig deeper: How to expand your reach with reverse location targeting in Google Ads

Expanding beyond LSAs and Search campaigns

For larger budgets, several other Google Ads campaign types are worth testing. These can support lead generation directly or help build local brand awareness.

Display, Video and Demand Gen campaigns can generate leads on their own or build brand awareness for top-of-funnel audiences. 

They work well for higher-priced products or services with longer sales cycles, and for lower-priced services that rely on staying top-of-mind – such as plumbing or AC repair.

Performance Max campaigns can also deliver strong lead volume.

However, because they extend beyond Search, it’s essential to monitor lead quality through your CRM and compare it against Search and LSA performance.

With Google Analytics and Google Ads tracking multiple touchpoints before a conversion, you may see fractional conversions.

For example, 0.5 for a Video campaign and 0.5 for a Search campaign – indicating that both contributed to a single lead. 

While not a perfect system, this data provides useful context for how different campaigns interact across the customer journey.

Test and compare

Both small and large businesses can benefit from testing LSAs, and all should consider running them alongside Search campaigns to compare results. 

There’s no one-size-fits-all approach – both formats can be profitable when properly tracked and optimized.

Dig deeper: Google Ads for SMBs: How to maximize paid search success

Read more at Read More

How to Use AI SEO to Improve Your Website

/0 Comments/in /by

The internet has become the go-to source for everything from trivia about celebrities to fixing our kitchen sinks. But the way people find that information? That’s changing fast.

Search engines don’t work the way they did five years ago. Machine learning now powers how Google understands queries, ranks content, and delivers results. The basic SEO strategies that used to work? They’re not enough anymore.

Miss this shift, and you miss traffic. Miss traffic, and you miss revenue.

Marketers who adapt to AI-powered search will dominate their niches. Those who don’t will watch their rankings drop.

Key Takeaways

  • AI SEO combines artificial intelligence with search engine optimization to improve keyword research, content creation, and technical optimization at scale.
  • Search engines like Google now use AI-powered algorithms (RankBrain, BERT, MUM) to understand user intent and deliver more relevant results.
  • AI tools can automate time-consuming SEO tasks like competitor analysis, content optimization, and technical audits, freeing your team to focus on strategy.
  • Zero-click searches and AI overviews mean you need to optimize not just for rankings, but for visibility in AI-generated summaries 
  • Large language models (LLMs) like ChatGPT and Perplexity are becoming search alternatives, requiring a new approach to content that emphasizes expertise and proprietary insights.

What Is AI SEO and Why Is It Important?

AI SEO refers to using artificial intelligence to enhance SEO strategies (from keyword research to content optimization) while also optimizing your content for AI-powered search engines and platforms.

A graphic showing what marketers are doing with their AI SEO budgets in 2025.

You need AI working for you in two ways: using AI tools to improve your SEO efficiency, and optimizing your content so AI systems recognize its value and surface it to users. Master both sides, and you’ll dominate your niche.

How AI Has Changed The World of SEO

AI has rewritten the SEO rulebook. Here are the biggest shifts marketers need to understand:

Zero-Click Searches Are Dominating

A growing percentage of searches now end without a click. Google’s AI Overviews, featured snippets, and knowledge panels answer questions directly in search results. This means you need to optimize for visibility in these AI-generated summaries, not just traditional blue-link rankings. Your content must be structured so it’s easily extracted and cited by AI.

An AI overview for zero click searches.

LLM Platforms Are Becoming Search Alternatives

Large language models like ChatGPT, Perplexity, and Claude are handling search queries that would have gone to Google. These platforms synthesize information from multiple sources, which means your content needs to be authoritative enough to be selected and cited. Traditional click-through rates matter less; AI visibility is the new KPI.

Content Generation Has Scaled Exponentially

AI in marketing has made content creation faster and cheaper. Your competitors can now publish at volumes that were impossible five years ago. The bar for content quality has risen as a result. Generic information gets buried while deep expertise and proprietary insights stand out.

E-E-A-T Matters More Than Ever

Google’s AI uses signals and patterns to distinguish genuine expertise from surface-level content. First-hand experience, original research, and unique perspectives now separate top-ranking content from everything else. (More on how to optimize for this later.)

AI SEO: Ways To Use AI To Improve Your Website

AI is changing how search engines work and transforming how marketers execute SEO strategies. Let’s look at the specific ways you can use AI tools and practices to boost your website’s performance and rankings.

Keyword Research With AI SEO

Keyword research used to be a manual slog. Now it’s a strategic advantage.

Modern platforms analyze SERPs at scale, identifying opportunities that would take humans weeks to uncover. Here’s what changes:

Hidden Opportunities at Scale

Scan thousands of keyword variations, search volumes, and competition levels in seconds. Long-tail keywords and topic clusters your competitors haven’t targeted? They surface automatically. Ubersuggest, for example, suggests related keywords based on semantic relationships, not just exact matches.

The related keywords function in Ubersuggest.

Intent Analysis Built In 

Top-ranking content gets examined to determine whether searchers want information, products, or local services. No more guessing intent from a keyword, you see what types of content already rank.

Identify Link Building Targets

Backlink profiles across your industry get analyzed automatically. Sites that link to your competitors but not to you? Flagged. Broken links on authoritative sites where your content fits? Identified.

Trend Forecasting 

Machine learning spots emerging search trends before they peak. Create content and build authority around topics as they gain traction, not after markets saturate.

The shift? Data analysis happens automatically. You focus on strategy and execution, choosing which opportunities align with your business goals.

Content Creation With AI SEO

AI has made content creation faster, but it hasn’t made quality optional. The most effective approach combines AI’s speed with human expertise and refinement.

Strategic Prompts Make the Difference

ChatGPT, Claude, and Jasper can generate outlines, first drafts, and variations. But generic prompts produce generic content. Your prompts need specifics: target keyword, desired tone, target audience, and the problem you’re solving. More context means better output.

Research and Ideation in Minutes 

Top-performing content on any topic can be analyzed instantly. Common themes surface. Questions readers ask become visible. Gaps your content can fill get identified. Use this to generate multiple angles on a topic, then choose the most valuable approach for your audience.

An interaction with ChatGPT to create blog prompts about paid media.

The Human Element Separates Winners from Noise 

Raw output lacks the expertise, personality, and unique insights that make content rank and convert. Your role:

  • Inject first-hand experience and proprietary data
  • Add specific examples from your work
  • Refine the tone to match your brand voice
  • Fact-check claims and add credible sources
  • Structure content for scannability

Draft the foundation in minutes. Spend your time on differentiation: original insights, case studies, expert analysis, and the depth that builds authority. This added input separates success from mediocrity.

As you can see in the graphic below, human-created content regularly outperforms AI-generated content in terms of traffic, and over extended periods, that gap only grows longer. Be sure to have some sort of human review/iteration to make the most of what AI can bring to the table.

A graphic that compares average traffic per post for AI-generated articles vs human-generated articles.

Content Optimization With AI SEO

Optimization tools have evolved far beyond basic keyword checkers. They now analyze content quality, structure, and competitive positioning to deliver specific, actionable improvements.

Real-Time Optimization Suggestions

Your draft gets compared against top-ranking content instantly. Platforms like Surfer SEO, Clearscope, and Frase recommend keyword usage, content length, heading structure, and related topics to include. You see exactly how comprehensive your coverage needs to be.

Frase suggestions in action.

Source

Readability and Engagement

Complex sentences? Flagged. Passive voice? Identified. Grammarly and Hemingway Editor suggest tone adjustments based on your target audience. Better readability keeps users on your page longer, a signal search engines track closely.

Grammarly suggestions in action.
Hemingway suggestions in action.

Semantic SEO and Topic Clusters

AI tools identify related concepts and subtopic clusters you should cover. This helps you build topic authority by creating comprehensive content that answers multiple related questions. Search engines favor sites that demonstrate depth of knowledge.

Use AI to identify gaps, verify you’re covering topics comprehensively, and polish your content to perform better in search results.

Scale Your SEO

The biggest advantage? Handling repetitive, time-consuming tasks at scale. Your team gets to focus on strategy and creative work that drives results.

Automated Technical Audits

Your entire site gets crawled automatically. Broken links, slow-loading pages, duplicate content, missing meta tags, all identified. Ahrefs and Semrush have audit features that can review your site and provide recommendations more easily. 

A graphic comparing errors detected for SEO manual vs

Systematic Content Gap Analysis 

Your content library compared against competitors reveals topics they cover that you don’t. Underperforming content that needs refreshing or consolidation surfaces automatically. You build comprehensive topic coverage systematically instead of guessing.

Reporting Without the Grunt Work 

Analytics platforms track rankings, traffic, and conversions across hundreds of keywords. Trends get identified. Issues get flagged. Reports generate themselves. You spend less time pulling numbers and more time acting on insights.

Site-Wide Changes in Bulk

Need to update meta descriptions, image alt text, or internal links across your entire site? Some platforms handle the execution while you focus on strategy.

The outcome: manage SEO for larger sites with smaller teams, or handle more clients without burning out your staff.

Competitor Analysis

Competitor analysis reveals what’s working for your competition and where they’re vulnerable.

Modern platforms analyze competitor websites to show which keywords drive their organic traffic, what content topics perform best, their backlink profiles, technical SEO strengths and weaknesses, and content gaps you can exploit.

Semrush, Ahrefs, and SpyFu process massive amounts of data and identify patterns you’d never spot manually. Competitor pages ranking for multiple keywords? Visible. Content formats that work in your niche? Clear. Sites that link to competitors but not to you? Identified.

Make informed decisions: which topics to prioritize, what content formats to use, where to focus link-building efforts. Learn from what already works instead of guessing. 

How To Optimize For AI SEO

Optimizing for AI-powered search engines and LLMs requires a different approach than traditional SEO. Here’s what you need to focus on:

Structure Content for AI Extraction

AI systems look for clear, well-organized information they can extract and cite. Use descriptive headings, concise paragraphs, and clear answers to common questions. Featured snippet-style formatting (definitions, lists, key takeaways, step-by-step instructions) makes your content easy for AI to parse and present.

An example of key takeways.

Double Down on E-E-A-T 

As mentioned earlier, Experience, Expertise, Authoritativeness, and Trustworthiness now separate content that ranks from content that doesn’t. Include author credentials. Cite original sources. Demonstrate first-hand experience. Generic information AI could generate itself won’t cut it. Unique insights and proprietary data will.

Neil Patel's author box.

Use Schema Markup

Structured data helps AI understand your content context. Implement schema for articles, FAQs, how-tos, and reviews. This increases the likelihood of your content being featured in AI-generated summaries.

Optimize for Conversational Queries

LLMs respond to natural language questions. Create content that answers specific questions clearly. Think about how people phrase questions to voice assistants or chatbots, not just how they type into search boxes.

Build Topical Authority

Create comprehensive content clusters around core topics. AI systems favor sites that demonstrate depth of knowledge. Cover a topic from multiple angles rather than creating isolated articles.

AI and Search Everywhere Optimization

Search is no longer confined to Google. Users now find information across ChatGPT, Perplexity, social media platforms, and voice assistants. This is where Search Everywhere Optimization comes in.

AI has accelerated the fragmentation of search. Different platforms use different algorithms, but they all rely on AI to understand and rank content. Search Everywhere Optimization means:

  • Creating content optimized for multiple platforms, not just Google
  • Understanding how different AI systems evaluate and cite content
  • Building brand presence across the entire discovery ecosystem
  • Optimizing for both traditional SEO and LLM visibility

Marketers who focus solely on Google risk missing audiences who search elsewhere. AI makes it possible to optimize for multiple platforms simultaneously. However, it requires a broader strategic view of where your audience searches and how different AI systems work.

The future of SEO is about being discoverable everywhere your audience looks for information, not just ranking on Google.

FAQs

How to use AI for SEO?

Use AI tools for keyword research to identify opportunities at scale. Generate content outlines and first drafts, then add human expertise and refinement. Automate technical audits to find and fix site issues. Analyze competitor strategies to inform your approach. Use AI for content optimization suggestions, but always verify recommendations align with your goals and audience needs.

Will AI replace SEO?

No. AI is transforming how SEO works, but it won’t replace the discipline. Search engines still need quality content to rank, and users still need helpful information. AI handles repetitive tasks and data analysis, but human expertise, creativity, and strategic thinking remain essential. The most successful approach combines AI efficiency with human insight and experience.

What is AI SEO?

AI SEO refers to two practices: using artificial intelligence tools to improve your SEO efficiency (keyword research, content creation, technical audits), and optimizing your content so AI-powered search engines and platforms recognize its quality and surface it to users. Both aspects are critical for modern search visibility.

Conclusion

AI has fundamentally changed how search works, but it has also given marketers powerful new tools to compete and win.

The marketers who succeed won’t be the ones who resist AI or rely on it completely. They’ll be the ones who understand how to use AI strategically: automating repetitive tasks, generating insights at scale, and creating content that both AI systems and humans recognize as valuable.

Start by integrating AI tools into one aspect of your SEO workflow. Test what works. Refine your approach. Then expand to other areas.

Need help implementing these AI SEO strategies? I offer SEO consulting services to help businesses as the marketing world evolves.

Read more at Read More

Quora SEO: How to Drive Traffic and Build Authority

/0 Comments/in /by

If you’re still ignoring Quora as part of your SEO strategy, you’re missing out on serious visibility. It’s recorded 27 million daily users on average, spanning a variety of different industries and demographics.

Here’s what’s changed: Quora has evolved beyond backlinks and referral traffic. The platform now helps you build topical authority, earn citations in AI tools like ChatGPT and Perplexity, and position your brand where real conversations happen. Google’s algorithm updates prioritize forums and discussion platforms in search results, which means Quora answers can rank for valuable long-tail keywords your website might never touch.

The platform rewards marketers willing to show up with substance. You can reach new audiences, test messaging, and boost your search presence without spending a dime on ads.

This guide breaks down how Quora works, how to optimize for both Quora and Google, and how to turn your answers into long-term authority assets.

Key Takeaways

  • Quora ranks in Google for thousands of long-tail keywords, especially question-based queries that trigger People Also Ask boxes and AI Overviews.
  • High-quality answers build topical authority that compounds over time, signaling expertise to both human readers and AI systems.
  • Consistent participation earns AI citations across ChatGPT, Perplexity, and other tools reshaping how people find information.
  • Use Quora to uncover content gaps, validate messaging, and attract qualified referral traffic to your owned properties.
  • Quora is a long-term authority strategy, not a quick traffic hack.

How Does The Quora Platform Work?

Think of Quora as a massive crowdsourced knowledge base where expertise meets curiosity. Users ask questions on nearly every topic imaginable, and subject matter experts provide detailed answers.

The Quora interface.

The platform’s algorithm surfaces the most helpful responses based on upvotes, views, and engagement. Well-written answers rise to the top, earning visibility both inside Quora and across Google’s search results.

For marketers, this creates a powerful opportunity. Quora answers frequently appear in Google’s People Also Ask sections, featured snippets, and now AI Overview citations. Your insights can reach audiences far beyond the platform itself. Google’s recent emphasis on forum content means Quora threads show up in the new Discussions and Forums SERP feature for many queries, as shown below.

Quora in Google's discussions and forums section.

How Quora Supports SEO

SEO happens everywhere now, not just on Google. You need visibility on YouTube, Reddit, TikTok, and platforms like Quora.

Here’s how Quora fits into your broader SEO ecosystem:

  • Google visibility for long-tail queries: Quora threads regularly rank on page one for specific questions like “how to improve domain authority for a new site” or “best affordable keyword tools for agencies.” Answer these questions well, and you gain indirect visibility in Google without competing against established authority sites.
  • Internal search traffic: Quora has its own powerful search engine. Users type detailed, conversational queries that mirror natural language searches. This creates a goldmine for keyword research and discovery. Pay attention to which questions get high follower counts and engagement in your niche.
  • AI citations and references: ChatGPT, Perplexity, and other AI search tools pull insights from Quora discussions. Well-crafted answers with credible information can position you as a trusted source in AI-driven search results. This matters more as AI tools handle an increasing share of information queries.
  • Topical authority signals: Regular participation in specific topic areas builds your visibility both on Quora and beyond. Google and AI systems recognize consistent, quality contributions as trust signals. This feeds into your broader authority-building strategy across all platforms.
  • Brand discovery: People actively searching for solutions on Quora are often in research mode. They’re comparing options, evaluating approaches, and looking for expert guidance. Your presence here puts your brand in front of qualified prospects at a critical decision-making stage.

How To Optimize For Quora

Treat Quora like any other content channel. Success requires strategy, consistency, and a structured approach.

Keyword Research for Quora

Start with Quora’s search bar. Type keywords relevant to your niche (for example, “content marketing strategy” or “technical SEO audits”). You’ll see trending questions, follower counts, and related topics instantly.

Cross-reference these with traditional keyword tools. Use AnswerThePublic, Ubersuggest, or Semrush to identify question-based queries that overlap with popular Quora topics. Look for patterns in how people phrase their questions.

Focus on long-tail keywords that sound conversational. Questions like “what’s the best way to find broken backlinks for a small business site” perform well on Quora and often rank in Google too. These specific, detailed queries attract qualified traffic.

Queries on a AnswerThePublic result.

Take a look at how these research queries translate into actual Quora questions below.

The digital marketing section on Quora.

You can see in this example how many followers certain topics have, which indicates high interest and traffic potential.

A post on the SEO strategy section of Quora.

Monitor trending questions in your expertise areas. Set up notifications for topics you want to establish presence. Jump on new questions early since first responders with quality answers often capture the most upvotes and visibility.

Pay attention to seasonal patterns. Some questions spike during specific times of year (tax questions in March and April, for example). Plan your content calendar accordingly.

Optimize Your Quora Answers

Every answer you post should accomplish two goals: educate your audience and elevate your brand. Here’s how to nail both:

  1. Structure for readability: Break content into short paragraphs. Use subheadings to organize longer answers. Add formatting like bold text, italics, and bullet points to help readers scan quickly. White space matters.
  2. Lead with your strongest point: Answer the question directly in your first paragraph. Don’t bury the insight. People scroll fast, and you need to hook them immediately.
  3. Use keywords naturally: Sprinkle relevant phrases throughout your answer, but write for humans first. Forced keyword stuffing kills credibility and engagement.
  4. Back up claims with data: Reference statistics, cite reputable sources, and share personal experience. Specificity builds trust. Instead of saying “most marketers struggle with this,” say “a 2024 Semrush survey found that 67% of marketers cite link building as their biggest SEO challenge.”
  5. Add visuals when helpful: Screenshots, simple charts, and annotated images break up text and illustrate complex points. Quora supports image uploads, so use them strategically.
  6. Link with purpose: Include one or two contextual links to your content, but only if they genuinely add value. Avoid promotional links that feel like spam. The goal is to be helpful first, promotional second.
  7. Know the Quora rules: Quora has limits on self-promotion. Any sort of self-promotional link or content that isn’t a part of a useful answer to the question is not allowed. Essentially, you want to make sure that the reader can get the gist of your answer without having to go to an outside site.
  8. End with a clear takeaway: Summarize your answer in a sentence or two. Give readers a clear action step if relevant.

Build Authority on Quora

Authority compounds over time on Quora. The algorithm tends to reward consistent contributors who provide detailed, authentic answers. Your visibility grows as you publish more quality content and earn engagement.

Here’s how to accelerate that growth:

Focus on your expertise areas: Answer questions where you can provide genuine insight. Don’t chase every trending topic. Depth beats breadth. Pick three to five topic areas and dominate them.

Optimize your profile: Use a professional photo that matches your other platforms. Add your credentials and expertise in your bio. Include links to your website, LinkedIn, or other professional profiles. Make it easy for people to learn more about you. Take a look at how I’ve set up mine below.

Neil Patel's profile on Quora.

Be consistent: Set a schedule and stick to it. Answer two to three questions per week minimum. Consistency signals commitment to the platform and keeps you visible in your topic areas.

Engage beyond answering: Upvote helpful answers from other experts. Comment thoughtfully on discussions. Follow relevant topics and contributors. This activity boosts your profile visibility and helps you stay current on trending questions.

Respond to comments: Engage with people who comment on your answers. Thank them for thoughtful additions, clarify misunderstandings, and build relationships. This interaction signals quality to the algorithm.

Track your performance: Monitor which answers get the most upvotes, views, and shares. Double down on topics and formats that resonate. Let data guide your content strategy.

Repurposing Your Quora Content

Nothing you write on Quora has to stay on Quora. Smart marketers extract maximum value from every answer.

  • Transform your strongest responses into blog posts. If an answer on “SEO for SaaS startups” gets hundreds of upvotes, that’s validation the topic resonates. Expand it into a comprehensive guide on your site with more examples, case studies, and actionable frameworks.
  • Repurpose answers into LinkedIn posts. Pull key insights, add context for your LinkedIn audience, and drive engagement on a platform you own. Same content, different format and audience.
  • Create short-form video content. Turn popular answers into 60-second explainer videos for Instagram Reels, TikTok, or YouTube Shorts. Visual content extends your reach to audiences who prefer video over text.
  • Use Quora answers in email newsletters. Share your most valuable insights with subscribers. Add commentary on why the topic matters and how they can apply the advice.
  • Mine Quora for content gaps on your site. If you’re consistently answering questions about a topic you haven’t covered in depth on your blog, that’s a clear signal to create that content. Quora reveals what your audience actually wants to know.
  • Track referral traffic from your Quora profile. Use UTM parameters on links to measure which answers drive the most qualified visitors to your site. This data informs both your Quora strategy and your broader content priorities.

Quora and Search Everywhere Optimization

SEO doesn’t live on Google alone anymore. People search for answers on Reddit, YouTube, TikTok, and Quora. Your brand needs visibility across all these platforms.

That’s the essence of Search Everywhere Optimization. You build presence across multiple platforms so your brand stays discoverable regardless of where users search.

Quora fits perfectly into this strategy. The platform lets you demonstrate real expertise while earning brand mentions that can feed into AI and traditional search ecosystems. Every quality answer strengthens your topical authority across the entire web.

The long-term play here is authority, not traffic spikes. The more consistently your name or brand appears in high-quality discussions across platforms, the more trust signals you send to Google, AI engines, and potential customers. Referral traffic becomes more diverse and resilient over time. Ideally, you should see a combination of a variety of different sources.

Quora referral tactic in Google Analytics.

Source

Diversification protects you from algorithm changes. A Google core update might tank your organic traffic temporarily, but if you’ve built authority on Quora, Reddit, and other platforms, you maintain visibility and traffic from multiple sources.

Think of it as building a moat around your brand. The wider and deeper your presence across platforms, the harder it becomes for competitors to outrank or outmaneuver you.

FAQs

How to use Quora for SEO?

Focus on answering relevant, high-traffic questions in your niche consistently. Structure responses with keywords, insights, and occasional links to your content. Build authority over time through regular participation. Think months and years, not days and weeks.

Does Quora help SEO?

Yes, but differently than traditional tactics. Quora builds topical authority, attracts referral traffic, and can earn citations from AI tools that influence modern search rankings. The impact is indirect but powerful for long-term visibility.

Conclusion

Quora SEO is a long-term visibility and authority strategy, not a quick traffic hack.

The marketers winning on Quora treat it as a core part of their content ecosystem. They show up consistently, add real value, and build trust over time. The compounding effect of this approach creates lasting competitive advantages.

Start by answering one question this week in your area of expertise. Then keep going. Track what resonates, refine your approach, and watch your authority grow across platforms.

Need help building a comprehensive Search Everywhere strategy that includes Quora, Reddit, and other emerging platforms? NP Digital can help you create a plan that turns visibility into measurable growth.

Read more at Read More

 Law Firm Digital Marketing Strategies

/0 Comments/in /by

There are over 1.3 million licensed attorneys in the United States. Tens of thousands of law firms are fighting for the same clients. The legal market is saturated, and potential clients start their search on Google or an AI platform like ChatGPT well before they pick up the phone.

If your firm isn’t visible in those searches, you don’t exist.

That’s where strategic law firm marketing makes the difference. This guide breaks down the digital strategies that actually work for legal practices. You’ll learn how to attract high-value clients, build trust in a skeptical market, and grow your practice without relying solely on referrals.

Key Takeaways

  • Legal marketing requires compliance with bar association ethics rules that don’t apply to other industries. 
  • Digital strategies like SEO and content marketing generate qualified leads at a lower cost than traditional advertising. 
  • Trust signals (reviews, credentials, case results) matter more in legal services than almost any other field. 
  • Multi-channel campaigns combining organic visibility, paid ads, and reputation management deliver the best ROI. 
  • Tracking performance metrics helps you invest in what works and cut what doesn’t.

Why Do Law Firms Need Marketing?

Running a law firm without marketing is like opening a practice in the desert and expecting clients to find you. They won’t.

Your potential clients are researching multiple firms before making contact. They’re reading reviews, comparing credentials, and looking for proof that you understand their specific problem. If you’re not actively managing your online presence, you’re losing cases to firms that are.

Marketing does three things for law firms:

First, it creates visibility. Your ideal clients need to know you exist before they can hire you.

Second, it builds authority. Publishing helpful content, earning positive reviews, and showcasing your expertise all signal that you’re credible and trustworthy. 

Third, it drives qualified leads. Good marketing doesn’t just bring traffic. It brings people who actually need your services. 

Word of mouth still matters, but it’s no longer enough. Potential clients want to verify that word of mouth online before they commit. Your digital presence is how they do that.

What Makes Law Firm Marketing Unique?

Legal marketing operates under constraints that don’t apply to most other industries:

  • Advertising Restrictions: Every state bar has rules about what lawyers can and cannot say in their marketing. Some prohibit guarantees about outcomes. Others restrict testimonials or case results. You need to know your jurisdiction’s rules before launching any campaign, or you risk disciplinary action. 
  • High-Stakes Decision Making: Hiring a lawyer is personal. Clients are dealing with divorces, criminal charges, business disputes, or injuries. They’re stressed, skeptical, and risk-averse. They won’t hire you based on a flashy ad. They need proof that you understand their situation and can deliver results.
  • Longer Sales Cycle: Legal services aren’t impulse purchases. Potential clients might research for weeks or months before reaching out. Your marketing needs to stay in front of them during that entire window, building trust over time.
  • Practice Area Complexity: Marketing for personal injury law looks different than marketing for corporate law or family law. Each practice area attracts different clients with different concerns. A one-size-fits-all strategy doesn’t work.

These factors mean legal marketing has to be clear, ethical, and focused on building credibility. Aggressive tactics backfire. Shortcuts can get you penalized by Google or your state bar.

Digital Marketing Strategies For Law Firms

Digital marketing is where law firms win or lose new clients today. The strategies below consistently generate results for legal practices. Each section includes specific tactics you can implement, along with real examples of how firms are using them effectively.

Law Firm SEO

SEO (search engine optimization) helps your law firm show up organically in search results without paying for every click.

SEO is the foundation of sustainable legal marketing. Unlike paid ads, organic search traffic is free once you’ve earned those rankings. The challenge is that legal SEO is competitive. You’re up against established firms with years of content and backlinks.

Here’s what works for legal SEO:

  • Optimize on-page elements for both users and search engines. Your title tags should include your primary keyword and location. Meta descriptions should summarize your value proposition and include a call to action. Header tags should structure your content logically, making it easy for both readers and search crawlers to understand the page hierarchy. 
  • Create location-specific landing pages for every city or region you serve. A firm with offices in multiple cities needs dedicated pages for each location. Don’t just change the city name and duplicate the content. Each page should include location-specific information: local laws, nearby courts, testimonials from clients in that area, and details about your physical office. 
  • Build high-quality backlinks from reputable sources. In legal SEO, links from other law firms, legal directories, local news sites, and educational institutions carry more weight than links from random blogs. 
  • Fix technical SEO issues that hurt your rankings. Slow page load times, broken links, duplicate content, and poor mobile optimization all damage your ability to rank. Run regular technical audits using tools like Screaming Frog or Semrush to identify and fix these issues. 

The screenshot below shows what winning local legal SEO looks like. The firm’s Google Business Profile appears in the map pack with reviews, photos, and complete business information. This placement is critical because the map pack appears above organic results for local searches.

Results in Google for "Law Firm in Portland."

Social Media For Law Firms

Social media content helps law firms stay top of mind, humanize their brand, and reach potential clients where they already spend time. While social platforms aren’t primary lead generation channels for most legal practices, they play an important supporting role in your overall marketing strategy.

The key to legal social media is providing value without crossing ethical boundaries. You can’t share confidential case information. You can’t make misleading claims about results. But you can educate, engage, and build relationships.

Here’s how law firms use social media effectively:

  • Focus on platforms where your target clients are active. For consumer-facing practices (family law, personal injury, criminal defense), Facebook and Instagram work well. For business-focused practices (corporate law, employment law), LinkedIn is more effective. YouTube works across the board because video content explains complex legal topics better than text.
  • Share educational content that addresses common questions and concerns. Post short explanations of legal concepts, updates on relevant laws, and tips for handling legal situations. A criminal defense firm might share “Your Rights During a Traffic Stop” or “What to Do If You’re Served with a Lawsuit.”.
  • Use video to make legal topics accessible. Short-form video performs exceptionally well on social platforms. Film yourself explaining a legal concept in 60 seconds. Show your office and introduce your team. Record client testimonials (with permission and following bar rules). Video humanizes your practice and makes you more relatable than competitors who only post text and stock photos.
Law firm content on TikTok.
  • Engage with your audience through comments and direct messages. Social media is a two-way channel. When someone comments on your post with a question, respond promptly and helpfully. When potential clients reach out via direct message, direct them to schedule a consultation. This responsiveness builds trust and can generate leads.

Law Firm Content Marketing

Content marketing helps law firms educate potential clients, demonstrate authority, and improve SEO.

Content marketing works for law firms because legal services are complicated. Potential clients don’t understand the process, the timeline, or what to expect. They’re searching for answers before they’re ready to hire anyone. If you provide those answers, you become the obvious choice when they’re ready to move forward

Here’s what effective legal content marketing looks like:

  • Create detailed blog posts and guides that address specific legal questions. Don’t write generic fluff. Write content that actually helps someone understand their situation. A family law firm might publish “What to Expect During Mediation in a Texas Divorce” or “How to Modify a Child Custody Agreement.” These are specific, actionable, and demonstrate expertise.
  • Build practice-area-specific landing pages that target local searches. A personal injury lawyer in Miami needs a page optimized for “Miami car accident lawyer” that explains Florida’s comparative negligence laws, statute of limitations, and what damages clients can recover.
    • The screenshot below shows exactly this approach in action. Notice the clear table of contents with headers focusing on different aspects of the probate process.
A legal guide on a law firm website.
  • Develop lead magnets like checklists or downloadable guides. Offer something valuable in exchange for an email address. A criminal defense attorney might offer “10 Things to Do If You’re Arrested” as a downloadable PDF. This builds your email list and establishes authority.
  • Update old content regularly to keep it accurate and relevant. Laws change. Case precedents evolve. If your blog post from 2019 references outdated information, it hurts your credibility and your SEO. Review your top-performing content every six months (as a start) and refresh it as needed.

Paid Media for Law Firms

Paid search ads let law firms appear instantly at the top of Google for high-intent keywords. Unlike SEO, which takes months to build, PPC delivers immediate visibility. For competitive legal markets, paid media is often the fastest way to generate leads. 

Legal keywords are expensive. Terms like “personal injury lawyer” or “DUI attorney” can cost $50 to $200 per click in major markets. That’s why your campaigns need to be highly targeted and conversion-optimized. You can’t afford to waste budget on broad, low-intent traffic. 

Here’s how to make paid media work for legal services:

  • Use geo-targeted campaigns to focus on your actual service area. If you’re a divorce lawyer in Austin, don’t waste budget on clicks from Dallas or Houston. Set tight geographic boundaries around the areas where you can take cases. This reduces irrelevant traffic and improves your cost per lead.
  • Bid on high-intent keywords that signal immediate need. Someone searching “hire DUI lawyer tonight” or “emergency custody attorney” is ready to act now. These keywords cost more, but they convert at higher rates than informational searches like “what is a DUI.”
  • Set up call-only campaigns for mobile users. Over 60% of legal searches happen on mobile devices, and many users prefer to call immediately rather than fill out forms. Call-only ads display a phone number instead of a website link, making it easy for mobile searchers to connect with your firm right away. The example below demonstrates this perfectly. The firms use location extensions (address and map), call extensions (phone number), and sitelink extensions to maximize their ad’s real estate and provide multiple paths for potential clients to take action.
Results for "clearwater personal injury lawyer."
  • Track conversions beyond clicks. Use call tracking software to measure which keywords drive phone inquiries. Connect your PPC platform to your CRM so you can see which campaigns generate actual consultations and signed clients, not just website visits. 

Law Firm LLM Marketing

AI-powered search is changing how people find legal help. Tools like ChatGPT and Google’s AI Overviews pull information directly from web content and display it without sending users to websites. For law firms, this means your content needs to be structured so AI can find it, understand it, and cite it.

LLM marketing means optimizing for these AI-driven search experiences. You’re not just trying to rank on page one anymore. You’re trying to become the source that AI tools reference when someone asks a legal question, whether it’s on or off Google. 

Here’s what actually works: 

  • Write content that directly answers common legal questions. Don’t bury the answer three paragraphs in. Start with a clear, concise response, then expand with details. AI tools favor content that gets to the point quickly.
  • Use schema markup to help AI understand your content structure. Schema tells search engines (and AI) what your content is about: whether it’s a how-to guide, a FAQ, a service page, or something else. This makes it easier for AI to pull the right information.
  • Focus on E-E-A-T (Experience, Expertise, Authority, Trustworthiness). Google’s search quality guidelines emphasize these factors, and AI tools are trained on similar principles. Showcase your credentials, cite your sources, and demonstrate real-world experience with the cases you discuss.
  • Target long-tail, question-based keywords. People ask AI tools questions the same way they’d ask a lawyer: “What happens if I get a DUI in California?” or “How long does a divorce take in Texas?” Create content that mirrors these natural queries.

Look at the example below. AI Overviews now surface legal information directly in search results by pulling from multiple authoritative sources. One way a personal injury firm could earn placement for a query like this is by publishing comprehensive guides that answer common accident questions with clear structure and proper schema markup.

An AI overview result for a legal question.

Email Marketing For Law Firms

Email marketing is one of the most underutilized channels in legal marketing. Many firms assume people don’t want to hear from lawyers via email, but that’s not true. If you’re providing value, people will open your emails.

Email works because it keeps your firm top of mind during the long decision-making process that legal services require. Someone might visit your website, read a blog post, and then not be ready to hire you for another three months. Email lets you stay connected during that time.

Here’s how to build an effective email marketing strategy for your law firm:

  • Segment your email list by practice area and stage in the client journey. Don’t send the same email to everyone. A personal injury lead who downloaded your “Car Accident Checklist” needs different content than a business owner who attended your webinar on employment law. Segment your list so you can send relevant, targeted messages.
  • Create automated email sequences for lead nurturing. When someone downloads a lead magnet or fills out a contact form, trigger an automated sequence that provides additional value over the next few weeks. For example, a family law firm might send a series of emails covering “Preparing for Your First Divorce Consultation,” “Understanding Texas Community Property Laws,” and “What to Expect in Mediation.”
  • Share valuable content in your newsletters, not just promotional messages. The email example below gets this right. It includes a personal message from an attorney, links to recent blog posts, a featured case study, and upcoming events. 
An example of legal marketing from a law firm.

Source

  • Always include a clear call to action. Every email should guide recipients toward a next step: schedule a consultation, download a resource, read a related blog post, or call your office. Make it easy for interested recipients to take action.

Law Firm Reputation Management

Your online reputation can make or break your ability to attract new clients. Studies show that 97% of consumers read online reviews before choosing a local business, and legal services are no exception. Potential clients research your firm’s reviews before reaching out.

Reputation management is about actively monitoring and influencing what people find when they search for your firm online. This isn’t necessarily about hiding negative feedback (which is impossible and often unethical), but building enough positive reviews and content that a few negative comments don’t dominate your online presence.

Here’s how law firms manage their reputation effectively:

  • Ask satisfied clients for reviews at the right time. The best time to request a review is right after a successful outcome, when clients are most grateful and engaged. Make the process easy by sending a direct link to your Google Business Profile or preferred review platform. Don’t offer incentives for positive reviews (this violates most platform policies).
  • Respond to all reviews, both positive and negative. Thank clients who leave positive reviews. For negative reviews, respond professionally and avoid getting defensive. Your response shows future clients how you handle criticism and difficult situations.
  • Monitor your firm’s online mentions across the web. Set up Google Alerts for your firm name and key attorneys. Check legal directories, social media, and review platforms regularly. If you find inaccurate information or fake reviews, report them to the platform. If you find negative but legitimate feedback, use it as an opportunity to improve your client experience.
  • Showcase testimonials and case results on your website, social media, and Google Business Profile (while following bar association rules). Look at the example below. This firm has over 500 reviews with a 4.8-star average, demonstrating consistent client satisfaction over time. The reviews are recent, which carries more weight with potential clients. The visible 
Examples of testimonials on a law firm's Google Business Profile.

Law Firm Website UX

Your website is often your first impression with potential clients. If it’s slow, confusing, or unprofessional, you’ve lost them before any real interaction happens. Good website UX (user experience) makes it easy for visitors to find information, trust your expertise, and contact you.

Law firm websites need to balance professionalism with accessibility. You want to appear credible and authoritative, but not intimidating or corporate. You want to showcase your expertise, but not overwhelm visitors with legal jargon.

Here’s what makes a law firm website effective:

  • Use clear, prominent calls to action. Every page should make it obvious how to contact you. “Schedule a Free Consultation” or “Call Now” buttons should be visible without scrolling. Include your phone number in the header of every page, especially for mobile users who want to call immediately.
  • Keep navigation simple and intuitive. Potential clients should be able to find practice area pages, attorney bios, and contact information within two clicks from the homepage. Avoid dropdown menus with too many options. Use clear labels that describe what visitors will find (not clever marketing language that confuses people).
  • Display trust signals above the fold. Show your credentials, years of experience, number of cases won, bar memberships, and awards in prominent locations. Potential clients need to see evidence of your expertise and track record before they’ll trust you with their case.
  • Optimize for mobile devices. Your website needs to load quickly, display correctly on small screens, and make it easy to call or fill out forms from a phone. Test your site on multiple devices to ensure the experience is smooth everywhere.

Measuring Your Law Firm Marketing Success

If you’re not tracking results, you’re guessing. Law firm marketing requires measurement to know what’s working and where to invest more resources.

Here are the key performance indicators every law firm should monitor:

Website traffic and traffic sources: Use Google Analytics to track how many people visit your site and where they come from (organic search, paid ads, social media, referrals). This tells you which channels drive the most visitors and helps you allocate budget effectively.

Keyword rankings: Monitor your positions for target keywords using tools like Semrush or Ubersuggest. Track both your overall visibility and specific rankings for high-value terms in your practice areas. Regular ranking reports show whether your SEO efforts are paying off.

Lead volume and quality: Count how many leads you generate each month through different channels (contact forms, phone calls, chat messages, consultation requests). But don’t just count quantity. Track lead quality by measuring how many leads turn into consultations and how many consultations become clients.

Cost per lead and cost per client: For paid campaigns, calculate how much you spend to acquire each lead and each new client. This ROI data helps you decide which campaigns to scale and which to pause. A channel that generates cheap leads but low conversion rates might be less valuable than one with higher costs but better-qualified prospects.

Review volume and ratings: Track your review count and average rating across platforms over time. Growing review volume signals that your reputation management efforts are working. Declining ratings indicate potential service issues that need attention.

Use tools like Google Looker Studio to build dashboards that centralize all this data. Having everything in one place makes it easier to spot trends, make decisions, and report results to partners or stakeholders.

FAQs

What is law firm marketing?

Law firm marketing refers to the strategies and tactics used to attract, engage, and convert clients for a legal practice. It includes SEO, content marketing, PPC, social media, and reputation management.

How do you market a law firm effectively?

Focus on your ideal client. Build trust through content, reviews, and clear communication. Invest in SEO and paid search to get in front of people actively looking for help. Track your results and adjust as needed.

How much does law firm marketing cost?

Costs vary based on location, competition, and strategy. Solo attorneys might spend $1,000/month, while larger firms can invest $10,000+ monthly. Start with what fits your goals and scale as you grow.

Conclusion

Effective law firm marketing separates the practices that grow from those that struggle. Visibility, credibility, and consistent lead generation don’t happen by accident. They require strategy, execution, and ongoing optimization.

Start with one or two channels where your ideal clients spend time. Build your foundation with SEO and a strong website. Add paid advertising for immediate results. Strengthen your reputation through reviews and client testimonials. Track everything so you know what’s driving results.

If you need help building a marketing strategy that brings in qualified clients, NP Digital’s consulting services can help you develop and execute a plan tailored to your practice.

Ready to grow your firm? Let’s make it happen.

Read more at Read More

Roofing Marketing Guide

/0 Comments/in /by

The U.S. roofing market hit $23.35 billion in 2024, and competition is fiercer than ever. With over 96,000 roofing contractors registered nationwide, you’re not just competing with the shop down the street anymore.

While 79% of homeowners still find roofers through word-of-mouth, 62% also go online. And here’s the game-changer: many of those searches now happen through AI tools like ChatGPT and Google’s AI Overviews before homeowners ever see a traditional search result.

Search interest in “roofing companies” grew 107% year-over-year. The roofing business has always been built on trust and reputation. What’s changed is how potential customers find you and decide whether to call.

This guide breaks down the marketing strategies that work for roofing companies in 2025. No theory, just the tactics that help you get found and hired.

Key Takeaways

  • Roofing customers make decisions based on urgency and trust. Storm damage creates immediate need, while planned replacements involve months of research and multiple contractor comparisons.
  • Local visibility matters more for roofers than almost any other industry. Homeowners rarely hire contractors outside their service area, making hyper-local SEO and Google Business Profile optimization essential.
  • Your online reputation competes directly with word-of-mouth referrals. Homeowners check reviews before calling, and a strong rating can override even a neighbor’s recommendation.
  • AI search tools now answer roofing questions like “how much does a roof replacement cost” before showing traditional results, changing how you need to structure content to get cited.
  • Roofing marketing must address both emergency repairs and planned replacements. Your strategy needs to capture homeowners searching “roof leak repair now” and those researching “best roofing materials” six months before they’re ready to buy.

Why Do Roofing Businesses Need Marketing?

72% of roofing contractors expect sales growth in 2025, but hoping for growth and planning for it are two different things. Marketing is about making sure you’re visible when a homeowner’s roof starts leaking or when they’re ready to replace those 20-year-old shingles.

67% of homeowners say online reviews are extremely or very important in their purchasing decision. That means your reputation online matters just as much as the quality of your work. Maybe more, because prospects check your reviews before they ever meet you. When you look for a roofer in your area, reputation signals like ratings and reviews are front and center in the SERP.

Results for "Roofer near Minneapolis."

Marketing also keeps your pipeline full during slow seasons. Storm damage creates spikes in demand, but you need a steady flow of leads year-round to keep crews working and revenue stable. Without marketing, you’re reactive. With it, you’re in control.

The roofing companies that invest in marketing don’t just survive. They grow, scale, and dominate their local markets. The ones that don’t? They’re competing on price alone, and that’s a race to the bottom nobody wins.

What Makes Roofing Marketing Unique?

Roofing sits at an unusual intersection in home services. Half your leads need you right now because of storm damage or leaks. The other half are planning six months out, researching materials and comparing quotes.

Most roofing demand comes from re-roofing, with the median U.S. home age nearing 40 years. That creates a predictable replacement cycle, but it also means homeowners treat roofing as a major investment. They’re not impulse buying. They’re checking multiple contractors, reading dozens of reviews, and asking neighbors who they used.

Trust matters more in roofing than almost any trade. You’re asking homeowners to spend $15,000 to $30,000 or even more on something they can’t see once it’s installed. 

The buying cycle also varies wildly. Emergency repairs convert in hours. Full replacements take weeks or months of consideration. Your marketing needs to serve both audiences without confusing either one.

Digital Marketing Strategies For Roofing

The tactics below aren’t theory. They’re what actually works for roofing companies competing in local markets right now.

Each strategy addresses a specific part of the customer journey. LLM marketing and SEO capture homeowners in research mode. Paid ads grab emergency leads when speed matters. Social media and content build trust over time. Email nurtures prospects who aren’t ready to buy today. Reputation management turns past customers into your best salespeople.

You don’t need to master all of these on day one. Start with the channels where your best customers are already looking, then expand as you see results.

Roofing SEO

SEO puts your roofing company in front of homeowners during their research phase, weeks or months before they’re ready to get quotes. 76% of people who search on their smartphones for something nearby visit a business within a day, making local SEO critical for roofing contractors competing in specific service areas. Businesses that appear in the Google 3-pack see a 34% higher click-through rate compared to other organic results.

Here’s what drives SEO results for roofing companies:

  • Optimize your Google Business Profile completely. Fill out every section of your Google Business Profile, choose “Roofing Contractor” as your primary category, add secondary categories like “Roof Repair Service” or “Metal Roofing Company,” and upload photos weekly. 
A Google Business Profile for a roofing company.
  • Target service-specific local keywords. Create separate pages for “roof replacement [city],” “storm damage repair [city],” and “roof leak repair [city].” Don’t lump all services onto one generic page. Homeowners search for specific solutions in specific locations.
  • Build consistent local citations. List your business on Angi, HomeAdvisor, BBB, and roofing-specific directories with identical NAP (Name, Address, Phone) information everywhere. Inconsistent listings confuse Google and hurt rankings.
  • Create location-specific content for each service area. If you serve multiple cities, build individual pages for each location with unique content about local roofing challenges, weather patterns, and building codes. Don’t just swap city names in template pages.

Roofing Social Media

Social media isn’t optional for roofing companies anymore. Social media content now ranks prominently in Google search results, meaning your Facebook posts and YouTube videos can appear when homeowners search for roofing services. 89% of consumers will buy from a brand after following it on social media.

Some roofing companies might avoid social media because they don’t want to be on camera or don’t know what to post. But social media isn’t about you. It’s about showing homeowners what to expect and staying top of mind when their roof needs work.

Here’s how roofing companies should use social media:

  • Post project transformations consistently. Before-and-after photos of completed jobs prove you can solve problems. Show storm damage repairs, full replacements, and material upgrades. Too much promotional content is a major turn-off, so focus on showing your work, not selling your services.
An Instagram page for a roofing company.
  • Feature your crew, not just roofs. Show your team working safely, explain the process, and humanize your brand. Homeowners hire people, not companies. Let them see who shows up to their house.
  • Create educational content about local roofing issues. Post about how local weather affects roofs, when to replace vs. repair, and what homeowners should look for during inspections. Educational content positions you as the expert.
  • Respond to comments and messages immediately. Social media is a customer service channel. Homeowners asking about pricing or availability in your comments expect fast responses. Slow replies lose jobs to competitors.

Roofing Content Marketing

Homeowners research roofing projects for months before hiring a contractor. Content marketing puts your company in front of them during that research phase, building trust before they’re ready to get quotes.

Content works differently for roofing than other industries. It’s not about entertainment. You’re educating homeowners who need to make a major financial decision about something they don’t understand. Most people replace a roof once or twice in their lifetime. They don’t know what questions to ask.

Here’s what roofing content should cover:

  • Create buying guides specific to your region. Write about which roofing materials work best in your local climate, how local weather patterns affect roof lifespan, and what building codes homeowners need to know. A guide for Florida roofs looks completely different than one for Colorado.
A guide on a roofing website.
  • Break down the replacement process. Explain timeline expectations, how crews protect landscaping, what noise levels to expect, and how homeowners should prepare. Demystifying the process reduces anxiety and objections during sales calls.
A graphic explaining the roofing process.
  • Address insurance and financing. Homeowners want to know if insurance covers storm damage, how to file claims, and what financing options exist. Content that answers these questions captures leads who are ready to move forward but need help with payment logistics.
  • Show your work through project galleries. Before-and-after photos with detailed captions explaining the problem, solution, and materials used build credibility better than any sales copy.
A project gallery on a roofing website.

Roofing Paid Media

Paid ads put your roofing company in front of homeowners at the exact moment they need help. When someone searches “roof repair near me” at 8 AM after a night of heavy rain, that’s not casual browsing. That’s intent. PPC advertising captures those high-intent leads before they call your competitors.

For roofing and gutters, the average cost per click can be expensive compared to other home services, but the payoff justifies the cost. Well-optimized campaigns can bring in up to $8 for every $1 spent, especially during storm season when demand spikes.

Here’s how to make paid ads work for roofing:

  • Separate emergency from planned replacement campaigns. Someone searching “roof leak repair now” needs different messaging than someone researching “best roofing materials.” Create distinct campaigns for each stage of the buying cycle with appropriate landing pages when someone clicks through from a paid ad. The examples below show that path down the sales funnel.
A local search for roof leak repair now.
A landing page from a sponsored ad on a roofing website.
  • Use location targeting aggressively. Bid higher on zip codes you actually service. Storm-damaged areas command premium ad costs, but they also convert faster. Adjust bids based on weather patterns and recent storm activity.
  • Track phone calls, not just form fills. Most roofing leads call directly from mobile search results. Set up call tracking so you know which keywords and ads generate actual conversations, not just website visits.
  • Add negative keywords religiously. Exclude searches for “DIY roof repair,” “roofing jobs,” and “roofing materials wholesale” unless you serve those markets. Wasted clicks drain budgets fast in high-CPC industries like roofing.

Roofing LLM Marketing

AI SEO for roofers helps roofing companies appear in answers from large language models like those that power  ChatGPT, Perplexity, and Google’s AI Overviews. When a homeowner asks “What should I do about a roof leak?” or “How much does a roof replacement cost?” they’re not always clicking through to websites anymore. They’re getting answers directly from AI.

Market projections suggest that LLMs will capture 15% of the search market by 2028. That’s not replacing Google, but it’s changing how homeowners research roofing services before they ever pick up the phone.

When homeowners search for roofing services, AI-generated overviews now often appear before traditional search results, answering questions with cited sources. Getting your roofing company included in those citations means more visibility even when prospects don’t click through to your site.

AI overviews for roofing services.

Here’s what works for roofing companies optimizing for AI search:

  • Answer specific questions directly. Create content that addresses exact homeowner concerns like “How long does a roof replacement take?” or “What causes shingles to curl?” AI tools favor sources that give clear, complete answers.
  • Use structured data. Add FAQ schema and How-To schema to your pages. This helps AI understand what your content covers and makes it easier to cite you as a source.
  • Build topical authority. Cover one roofing topic completely rather than surface-level content on 20 topics. Write comprehensive guides on roof types, materials, and local weather considerations specific to your service area.
  • Keep information current. AI tools generally pull from fresh, accurate content. Update your pricing guides, material comparisons, and storm preparation advice regularly with current information and timestamps.

Email Marketing For Roofing

Most roofing jobs don’t happen immediately. Homeowners research for months before getting quotes, then take more time comparing contractors. Email keeps your company in front of prospects during that entire decision-making process without requiring constant manual follow-up.

Email marketing is one of the highest ROI channels for roofing companies. Unlike social media where algorithms control visibility, email lands directly in the inbox of people who actually want to hear from you.

Here’s how to use email marketing for roofing:

  • Segment your list by customer type. Emergency repair leads need different messaging than planned replacement prospects. Past customers get maintenance reminders. Property managers receive commercial service updates. 
  • Send seasonal maintenance reminders. Email past customers before storm season with inspection offers. Send fall gutter cleaning reminders. Winter ice dam prevention tips. Timely, helpful emails keep you top of mind when they need work again.
  • Nurture leads who requested quotes but didn’t book. Set up automated follow-up sequences for prospects who got estimates but haven’t committed. Share financing options, customer testimonials, and limited-time offers to move them toward a decision.
  • Build your list with valuable content. Offer free roof inspection checklists, seasonal maintenance guides, or storm damage assessment tools in exchange for email addresses. Gated content attracts qualified leads who are actively researching roofing services.

Roofing Reputation Management

Your reputation online directly impacts whether prospects call you or your competitor, especially when considering high-stakes decisions like roofing. Reputation management for roofing companies means actively controlling what homeowners see when they research your business. One bad review on the first page of Google can cost you thousands in lost jobs.

Here’s how to manage your roofing reputation:

  • Ask for reviews immediately after job completion. Send a text or email with a direct link to your Google Business Profile while the customer is still happy. Timing matters. Ask three days later and response rates drop significantly. Be sure to have a section for relevant testimonials on your site as well.
Testimonials on a roofing website.
  • Respond to every review, good and bad. Thank customers for positive reviews and mention the specific project. For negative reviews, acknowledge the issue publicly, explain what happened, and offer to make it right. Future prospects read your responses.
  • Monitor review sites beyond Google. Track Angi, HomeAdvisor, BBB, Facebook, and Yelp. Homeowners check multiple platforms before calling, so you need consistent positive reviews everywhere.
  • Address negative reviews offline first. Call unhappy customers before they leave public reviews. Solve the problem directly. Many will update or remove negative reviews if you fix the issue quickly.

Measuring Your Roofing Marketing Success

You can’t improve what you don’t measure. Marketing without tracking is just hoping things work. What you are looking to focus on may vary based on short-term and long-term goals.

Track these metrics to understand what’s actually driving results:

  • Cost Per Lead (CPL): Divide total marketing spend by number of qualified leads in your service area who are ready to book. If you’re spending $500 per lead when competitors spend $150, something’s broken.
  • Lead-to-Customer Conversion Rate: How many leads become paying customers? Even a slight improvement from 2% to 4% can double your leads without increasing traffic. Track this by marketing channel to see which sources close.
  • Return on Ad Spend (ROAS): For every dollar spent on paid ads, how much revenue comes back? If you’re spending $5,000 monthly on Google Ads but only booking $3,000 in jobs, you’re burning money.
  • Website Conversion Rate: Track phone calls and form submissions separately. Most roofing leads call directly from mobile search, so call tracking matters more than form fills.

Use Google Analytics, call tracking software, and your CRM to monitor these metrics monthly. Set up dashboards showing performance by channel so you can cut what doesn’t work and double down on what does.

FAQs

How do I market a roofing company?

Start with local SEO and Google Business Profile optimization since most homeowners search for roofers nearby. Get reviews systematically after every job. Run Google Ads targeting emergency repair keywords and service-specific terms in your area. Post project photos and educational content on social media. Build an email list to nurture leads who aren’t ready to book immediately. Track which channels produce the best leads and focus your budget there.

What is roofing marketing?

Roofing marketing is the process of attracting homeowners who need roof repairs, replacements, or inspections and converting them into paying customers. It combines local SEO, paid advertising, content creation, social media, email marketing, and reputation management to capture leads at different stages of the buying cycle. Effective roofing marketing addresses both emergency repair needs and planned replacement projects with different strategies for each.

Conclusion

Roofing marketing isn’t about choosing one tactic and hoping it works. It’s about building a system that captures homeowners at every stage, from the first Google search to the follow-up email six months later.

Start with what matters most for roofing: local visibility. Optimize your Google Business Profile, get reviews, and make sure you show up when homeowners search for help. Layer in paid ads for emergency leads and content for long-term trust building.

The roofing companies winning in 2025 aren’t the ones with the biggest trucks. They’re the ones who show up first online, prove they’re trustworthy before the phone rings, and stay in touch until homeowners are ready to buy.

Need help building a complete marketing strategy? My marketing consulting services can help you dominate your local market. 

Read more at Read More

How to Use Marketing Attribution to Take Your Business to the Next Level

/0 Comments/in /by

Marketing today is more complex than ever. With so many channels, touchpoints, and customer behaviors to track, figuring out what actually drives conversions can feel impossible.

That’s where digital marketing attribution comes in. It shows you which marketing efforts are working and which ones are wasting your budget.

Without attribution, you’re guessing. With it, you can make data-backed decisions that improve return on investment (ROI) and help you grow faster.

This guide breaks down what attribution is, how different models work, and how to choose the right approach for your business.

Key Takeaways

  • Digital marketing attribution tracks which channels and touchpoints drive conversions, so you know where to invest your time and budget.
  • There’s no universal “best” model. Each attribution approach has strengths and tradeoffs based on your goals and customer journey.
  • Single-touch models (like first-touch or last-touch) are simple but miss most of the buyer journey.
  • Multi-touch models give you a fuller picture but require more setup and analysis.
  • The right model depends on your business goals, sales cycle length, and how customers interact with your brand.

What is Marketing Attribution?

Marketing attribution is how you figure out which marketing efforts actually drive results.

It assigns credit to the touchpoints (ads, blog posts, emails, social posts, webinars) that influence someone to convert.

Think of it as connecting the dots between your marketing spend and your revenue.

When someone makes a purchase or fills out a form, attribution helps you trace the path they took to get there. That insight helps you optimize campaigns, improve ROI, and stop pouring budget into channels that don’t work.

But here’s the problem: most marketers either don’t track attribution at all, or they oversimplify it. Only 28% of marketing professionals say their attribution strategies are very successful at achieving strategic objectives. The stakes of misattribution are high as well, potentially costing companies money and time:

A graphic showing ad spend wasted due to poor attribution.

Attribution models set the rules for how credit gets assigned across different touchpoints.

Some give all the credit to the first interaction. Others focus on the last. More advanced models weigh every step of the journey.

Understanding how these models work is the first step to using them effectively.

Why Marketing Attribution is Important

Marketing attribution matters because without it, you’re not measuring performance. You’re guessing.

It connects campaigns to conversions, showing you which efforts drive real impact and which ones drain your budget. The thing about it is it’s also getting harder. Less cookies to rely on and the presence of AI are notable factors.

On top of that, today’s buyer journey isn’t linear. People bounce between search, email, ads, and social, often across multiple devices. Without attribution, you miss the big picture.

That’s especially true if you’re running multi-channel marketing strategies. You might be getting results, but you can’t tie them back to the right touchpoints.

Take a look at what channels marketers are the most confident in when it comes to attribution:

A graphic showing confidence in attribution accuracy by channel.

Email and paid top the list. But here’s the thing: without proper attribution, you can’t tell if any channel is actually driving growth for your business, or if you’re just following what everyone else is doing.

Attribution also improves ROI. When you know what works (and what doesn’t), you can reallocate spend with confidence.

It gives marketing teams clarity, sales teams better leads, and leadership the data they need to make informed decisions.

Bottom line: attribution turns marketing from a cost center into a strategic growth engine.

Types of Marketing Attribution Models

There’s no one-size-fits-all approach to marketing attribution. Only what fits your business best.

Attribution models fall into two categories: single-touch and multi-touch.

Single-touch models give full credit to one touchpoint, like the first click or final conversion. They’re simple to track but miss most of the customer journey.

Multi-touch models spread credit across multiple interactions. They take more effort to set up but give you a clearer picture of what drives revenue. 

Let’s break down each model so you can find the right fit for your goals.

Option #1. First-touch attribution

The first-touch attribution model applies all the ‘credit’ to touch points that lead a visitor to your website for the very first time.

A graphic that says how first-click attribution definition works.

Source

That holds true even if they don’t make a purchase, subscribe to your email list, or complete any other converting action.

This model is all about the very first part of the customer journey. It’s the first few steps someone takes to visit your site for the very first time.

That’s why it works best for marketers who are focused on demand generation and lead forms. You want to see which actions are driving that very first connection with your brand.

A good thing about this model is that it’s pretty simple to put into effect with Google Analytics.

But, since this model only really focuses on one single touch point, it tends to over-prioritize a channel that might not be the most important.

In other words, the initial social ad used to drive traffic is important to an advertiser or brand marketer. However, it’s not all that helpful to people who are analyzing bottom-of-the-funnel conversions, that generally lead right to a sale or conversion.

The first-touch attribution model also doesn’t actually uncover what made a customer buy, so it doesn’t really allow for a whole lot of optimization.

Option #2. Last-touch attribution

The last-touch attribution model is the exact opposite of the first-touch attribution model, hence the name.

It’s often the “default,” go-to model for most marketers. It gives all the credit to the final touch point before someone buys.

For example, if a customer clicks a retargeting ad and buys, last-touch attribution credits that final ad, even if they interacted with your brand five times before that.

A graphic showing how last-touch attribution works.

Source

This model puts all the attention on the very end of the customer journey. The items are “in their carts,” so to speak.

This model is great for short sales cycles or conversion-focused teams.

But it ignores all of the factors that influence a customer’s journey to purchase by putting all of the attention on the final interaction.

If you’re using Google Analytics, try looking at Last Non-Direct Click instead. It skips direct visits (like people typing your URL) and highlights the last true channel that drove them in.

A graphic showing how non-direct click attribution works.

Source

Option #3. Lead-conversion touch attribution

The lead-conversion touch attribution model assigns 100% of the credit to the interaction that generated a lead.

A graphic that shows how the lead-conversion touch attribution model works.

Source

It’s a popular option in B2B and lead-gen-focused businesses because it gives a clear signal: which campaign, offer, or page got someone to convert.

This is helpful when you’re trying to understand what sparks initial interest, especially if you’re optimizing for marketing qualified leads (MQLs)  or sales-qualified leads.

But like other single-touch models, it only highlights one moment in a longer journey.

That means it misses the role of earlier awareness-building and any post-lead nurturing that helps close the deal.

If you’re using this model, be careful not to over-prioritize top-performing lead channels at the expense of brand-building or retention tactics.

It works best when used alongside other models that measure pipeline movement or final conversions, not as a standalone view.

Option #4. Linear attribution

The linear-attribution model splits credit up evenly across every touch point of the customer journey.

A graphic that shows how the linear attribution model works.

So, if there are five touch points, every touch point gets 20% of the credit. For ten touch points, each touch points gets 10%, and so on.

This model lets marketers make the best of the customer journey as a whole and optimize the entire picture, rather than just focusing on one touch point.

But, since it gives credit to all touch points evenly, some high-performing points will get less credit than they deserve, and some low-performing ones will get more.

Still, it’s a good starting point for teams who want a more balanced look at what’s working across their funnel, without needing complex analytics setups.

It can also serve as a baseline model for comparison when testing more advanced multi-touch approaches.

Option #5. Time-decay attribution

The time-decay attribution model gives more credit to touchpoints that occur closer to the final conversion.

In this setup, the last few interactions (like an email click or retargeting ad) carry more weight than earlier touchpoints.

A graphc showing how the Time Decay Attribution Model works.

This model makes sense for longer journeys, where timing and momentum are critical to pushing someone across the finish line.

It also reflects how user behavior changes closer to conversion. Someone may browse casually at first, but act with more intent later.

However, time-decay can undervalue the early-stage marketing that sparked interest in the first place. That means awareness efforts like content or top-of-funnel ads may look less effective than they really are.

If you’re running nurturing campaigns or have a long sales cycle, time-decay can give you insight into what’s accelerating purchase decisions, even if it doesn’t tell the full story.

Option #6. U-shaped (position-based) attribution

The U-shaped attribution model, also known as the position-based attribution model, gives 40% of the credit to the first and last touch points.

Then it splits up the remaining 20% among each of the touch points in between.

A graphic that show show U-shaped attribution works.

This setup recognizes the importance of both the entry point and the final push, while still accounting for the journey in between.

For example, if someone finds you through a blog post, returns via email, then converts after clicking a retargeting ad, both the blog and the ad would receive the highest share of credit.

This model is a popular middle ground. It highlights the two most critical steps without ignoring everything else.

This model might give inaccurate credit to the first and last touch points in the customer journey, though.

They receive a large, fixed percentage. So you might still see some over-reporting on both ends of the journey.

Still, for many teams, U-shaped attribution offers a practical balance of simplicity and nuance.

Option #7. Custom or algorithmic attribution

Custom, or algorithmic, attribution starts to get technical.

A data scientist creates and builds a model for attribution that matches the customer journey of a certain business in a precise way.

These models analyze your actual conversion paths and weigh each touchpoint’s impact accordingly.

That means your attribution is specific to your business, your audience, and how they buy.

It’s by far the most accurate model, but also the most complex to build.

You’ll usually need a data science team or an advanced analytics platform to get started. That makes it tough for lean teams or smaller organizations to implement.

Still, some platforms now offer algorithmic models out-of-the-box, giving you smarter attribution without having to build it from scratch.

If your marketing is already scaled and data-driven, this model can reveal deep insights you’ll never get from basic reporting.

Option #8. Rules-based attribution

Rules-based attribution lets you define how credit is assigned across the customer journey based on your own logic, not a fixed formula.

For example, you might assign 20% of the credit to first-touch, 20% to last-touch, and distribute the remaining 60% based on engagement or funnel stage.

A graphic showing how fractional attribution works.

Source

This approach gives you more control and customization without requiring advanced AI or machine learning.

It’s especially useful when you have a clear understanding of your sales cycle and buyer behavior, or when you need to align attribution with internal KPIs.

The downside? It’s still built on human assumptions. If your weighting is off, your data might mislead you.

Rules-based attribution works best for marketing teams that want more flexibility than single-touch or rigid multi-touch models but don’t have the resources for full algorithmic setups.

Option #9. W-shaped attribution

W-shaped attribution is a multi-touch model that assigns credit to three key moments: the first interaction, the lead conversion, and the opportunity creation.

Each of these gets 30% of the credit, with the remaining 10% spread across other touchpoints.

A graphic showing how w-shaped atrribution works.

Source

This model is particularly useful for B2B marketers who track leads through a defined sales funnel. It focuses on the moments that signal serious interest, not just casual engagement.

For example, a user might find your blog via search (first-touch), download a gated guide (lead conversion), and attend a webinar (opportunity creation).

W-shaped attribution highlights these hand-raising moments while still acknowledging the rest of the journey.

Downside? It assumes every journey fits that mold. Not every customer goes through clear-cut milestones, especially in shorter or less structured funnels.

If you’re managing long, complex buyer journeys, this model gives you more granularity than U-shaped without requiring full customization.

Option #10. Data-driven attribution

Data-driven attribution uses machine learning to assign credit based on how different touchpoints actually contribute to conversions, not predefined rules.

Unlike linear or position-based models, it adapts over time based on real behavior.

Platforms like Google Analytics and certain CRMs offer this as a built-in model, making it more accessible than full-blown custom attribution.

Data-driven attribution in action.

The system looks at all conversion paths and analyzes what works best, distributing credit accordingly.

This gives you a more objective view of what’s really influencing performance, without the bias of manual weighting.

Of course, the quality of your attribution is only as good as your data. Inaccurate tracking, broken events, or missing conversions will lead to flawed insights.

How To Choose the Right Attribution Model for Your Business

There’s no single “best” attribution model. The right choice depends on your funnel, goals, and how much data you have access to. Here’s how to approach it:

Map the Customer Journey

Start by understanding how people discover, engage with, and convert on your site.

Look at your customer journey mapping or analytics tools to spot patterns in behavior. If most users follow a simple path, single-touch might work. If they interact across multiple channels, you’ll want a multi-touch model.

Define Actionable Goals

Your attribution model should help you make better decisions, not just report on past performance.

Are you trying to lower acquisition costs? Improve lead quality? Shift budget to better-performing channels?

Pick a model that aligns with your strategic focus.

Prioritize Lead Quality

Don’t just track what drives volume. Focus on what drives high-quality leads or customers.

Website traffic and leads are common examples, but those are vanity metrics if they don’t convert into revenue.

Attribution tied to lifetime value (LTV), conversions, or revenue will give you far more insight than clicks or impressions.

The best attribution models connect marketing activity to actual business outcomes, not just top-of-funnel metrics.

Test and Adjust Over Time

No model should be static. As your campaigns evolve, revisit your attribution model regularly.

Consider running model comparisons inside tools like Google Analytics or your CRM to see how attribution shifts under different assumptions.

Common Digital Marketing Attribution Challenges

Even with the right model, marketing attribution isn’t always easy to get right. Here are some of the most common roadblocks teams run into:

  • Incomplete or inaccurate tracking: If events aren’t firing properly or conversions aren’t tagged, your data will be flawed, no matter what model you use.
  • Cross-device behavior: A user might research on mobile but convert on desktop. Without unified tracking, you’re missing part of the journey.
  • Platform silos: CRMs, ad platforms, and analytics tools don’t always talk to each other. That can lead to duplicate or fragmented data.
  • Lack of internal resources: Attribution often requires analysts or at least someone who can set up and maintain tracking, and not every team has that bandwidth.
  • Misaligned KPIs: When sales, marketing, and leadership define “success” differently, attribution insights can get lost or misused.

Solving attribution challenges often means improving operations, not just picking a better model.

Attribution Model Reports in Google Analytics

Google Analytics 4 (GA4) includes built-in attribution model reports that help you compare how different models assign credit to your conversions.

This is a powerful way to explore which marketing channels contribute most to your results and how your view of performance changes depending on the model you choose.

You can find attribution reports in GA4 by navigating to:

Reports → Advertising → Model Comparison

How to look at attribution in GA4.

There, you can select multiple models (like last-click, first-click, linear, or data-driven) and view side-by-side results.

This helps you spot where credit might be over- or under-assigned based on your current model.

For example, your email channel might perform better in a linear model than a last-click one, revealing a need to rebalance budget or expectations.

Even if you’re not ready to commit to a new attribution approach, GA4’s model comparison is a low-risk way to experiment and build attribution literacy.

Additional Attribution Software Options

Not every team needs a custom attribution setup, but the right software can make a huge difference.

Platforms like SEMrush, HubSpot, Google Analytics 4, and Wicked Reports offer built-in attribution tools to help you get started without hiring a data science team.

SEMrush and HubSpot are especially helpful for combining attribution with broader campaign management and reporting.

Atrribution in HubSpot

Source

For more advanced needs, tools like Dreamdata or Funnel.io can integrate data across multiple platforms to give you a unified view of the buyer journey.

Attribution in DreamData

Source

The key is making sure your tools match your actual marketing complexity. If you’re not tracking conversions accurately or aligning on KPIs, no tool will magically solve that.

Use software to simplify attribution workflows, not replace strategy.

FAQs

Attribution in marketing refers to how credit is assigned to different touchpoints that lead to a conversion.

Whether it’s a first-click blog visit or a final retargeting ad, attribution shows you which parts of your funnel are influencing behavior and how to optimize for more impact.

What attribution model approach is mainly used in marketing?

Last-touch attribution is still the most commonly used model, mostly because it’s simple and built into most ad platforms and CRMs.

But that doesn’t mean it’s the best option. Many teams are now moving toward multi-touch or data-driven models as campaigns get more complex.

Why is attribution important in digital marketing?

Attribution gives you the visibility to connect marketing efforts to actual business outcomes.

Without it, you’re just guessing what works. With it, you can prioritize the right channels, improve ROI, and cut spend where it’s not performing.

What is an example of attribution in marketing?

Let’s say a customer first finds your site through organic search, then clicks a retargeting ad, and finally converts from an email offer.

Depending on your attribution model, credit could go to the search, the email, or all three.

That model determines how you report success and where you double down in future campaigns.

Conclusion

Now that you understand how marketing attribution works, you can focus on the right touchpoints without all the guesswork.

This means no more wasted spend on channels that aren’t moving the needle.

Choose between first-touch, last-touch, lead-conversion, linear, time-decay, position-based, or custom attribution models to determine how your efforts contribute to conversions.

Just remember: no single model works for every business. The right choice depends on your campaign goals, customer journey, and how you define success.

Start with a basic model, then build from there. Use tools like Google Analytics or customer journey mapping to improve visibility across your funnel.

Test often, stay flexible, and evolve your strategy as your data improves.

Read more at Read More

Stop Wasting Ad Spend: 8 Step SEO Checklist for Maximizing Google PMax and AI Max ROI

/0 Comments/in /by

For years, the talk of ‘synergy’ between paid media and organic search teams was merely talk. But with the rise of Performance Max (PMax) and the new AI Max for Search Campaigns (Google’s latest suite of AI-driven optimizations for standard Search campaigns), that separation is no longer viable.

What are Google PMAX and AI Max? Performance Max is a single, AI-driven campaign that finds customers across all Google surfaces like Search, YouTube, Display, Discover, Gmail, and Maps. AI Max is an opt-in boost inside standard Search that broadens query matching and adapts your ad assets while retaining your classic keyword structure.

How do Google Performance Max and AI Max campaigns work? PMax and AI Max rely entirely on the quality and structure of your website’s content to create ads, determine relevance, and choose landing pages. If your website is a mess, the AI creates messy, low-performing ads. One of the biggest levers for improving PMax and AI Max performance and ROAS is not a budget tweak; it’s strategic website optimization guided by your SEO team.

This guide provides an actionable, 8-step blueprint for turning traditional SEO tasks into direct, high-impact improvements for your paid AI campaigns by ensuring your website is optimized as the AI’s core asset source. Crucially, I also outline the common, costly mistakes to avoid in each step so you can stop wasting budget and start converting.

Key Takeaways

  • Your Website is the Asset Source: For PMax and AI Max, your website is not just a destination; it’s the source material for Google’s AI to create ads. Poorly written, thin, or technically inaccessible pages will lead to lower quality, generic ads.
  • Focus on Content Intent and Depth: Move beyond traditional keyword optimization. AI excels at matching user intent. SEO content must be comprehensive, answer every facet of a topic, and map clearly to a point in the user journey.
  • Prioritize UX and Technical Health: Since both platforms use automated URL Expansion (sending users to the best fit page), an SEO audit that focuses on Core Web Vitals, mobile-friendliness, and simple conversion pathways directly translates into better ad ROI.
  • Embrace Structured Data and Rich Content: Make it easy for AI to understand what your page is about and what the call to action is by implementing relevant schema and providing high-quality, diverse visual assets.

The 8 Step SEO Blueprint for Conversion Value

Core Web Vitals for NeilPatel.com

1. Technical Health and UX: A poor landing page experience directly impairs the Smart Bidding algorithm’s most critical signal: Conversion Rate (CVR). Speed issues cause users to abandon the funnel, wasting every ad dollar spent on that click.

  • Mistake: Only fixing high-priority technical errors like crawl blocks (e.g., accidental Disallow rules in robots.txt or misapplied noindex tags) and broken links.
  • Recommendation: Max out Core Web Vitals: Aggressively optimize for page speed, mobile usability, and aim for a 1–2 second load time. While Server-Side Rendering (SSR) is the ideal for speed, if full SSR is not feasible, implement robust site-wide caching and leverage optimization services to ensure near-instantaneous content display.
  • PMAX Benefit: A high-speed, flawless landing page improves the conversion rate, which is the Smart Bidding algorithm’s key performance signal.
  • AI Max Benefit: Ensures the AI’s Final URL Expansion feature doesn’t route traffic to a page with a poor user experience, preventing wasted ad spend on bounce-inducing pages.
An embedded video on a Neil Patel blog.

2. Multimodal Assets and Rich Media: Asset quantity and quality are fundamental to PMax’s ability to run across all Google channels (YouTube, Display, Search). Missing video assets severely limits PMax reach and forces the AI to create low-quality, automated videos.

  • Mistake: Using generic stock images or not having any video assets on key landing pages.
  • Recommendation: Provide Diverse, High-Res Visuals: Upload high-quality, correctly-sized images (1:1, 1.91:1, 4:5) and embed high-quality vertical videos (15–30 seconds).
  • PMAX Benefit: Prevents the AI from auto-generating low-quality videos and ensures the PMax ad can run across the entire Google ecosystem (YouTube, Display, Discover) effectively.
  • AI Max Benefit: Future-proofs the site for new multimodal searches and gives the AI quality visuals to use in image extensions and richer search formats.

3. E-Commerce/Feed Data (Retail): For any retail client, the product feed is the single most important data source for PMax. Without a rich, accurate feed, Shopping Ads—a key component of PMax—will not function or perform efficiently.

  • Mistake: Writing product descriptions primarily for the organic search page copy.
  • Recommendation: Enrich Merchant Center Feed: Collaborate with the retail team to enhance product titles with attributes (brand, color, size) and fill out all descriptive fields (GTIN, MPN, custom labels).
  • PMAX Benefit: The retail feed is the foundation of Shopping Ads within PMax. Rich data drastically improves ad relevance and Quality Score.
  • AI Max Benefit: Allows the AI to match hyper-specific, long-tail product queries to the correct landing page and generate highly accurate ad details.
An NP Digital landing page.

4. Ad Asset Readiness (Text & Copy): This practice provides the direct, conversion-focused text the AI uses to build dynamic ads. High-quality copy is essential for improving Ad Strength and improving click-through rates.

  • Mistake: Writing vague, keyword-stuffed title tags and H1s that may not be conversion-focused.
  • Recommendation: Isolate USPs & Benefits: Ensure key value propositions, clear pricing, and strong, concise benefit statements are instantly visible and scannable.
  • PMAX Benefit: Feeds the PMax Asset Group with high-quality, on-brand text that the AI uses to automatically generate headlines and descriptions.
  • AI Max Benefit: Gives the AI’s Text Customization feature direct source material to dynamically write ad copy tailored perfectly to the user’s real-time search intent.
Structured data implementation in Google Search Console.

5. Structured Data Implementation: Structured data provides machine-readable signals that directly improve the appearance and information quality of the final ad unit, boosting Click-Through Rate (CTR) and providing richer ad formats.

  • Mistake: Ignoring Schema Markup or using basic site-wide types.
  • Recommendation: Implement Granular Schema: Add specific and accurate schema for Product, Service, FAQ, HowTo, and Review on key conversion pages.
  • PMAX Benefit: The AI extracts this machine-readable data to generate richer, more compelling Ad Extensions (sitelinks, star ratings, prices) which boost CTR.
  • AI Max Benefit: Provides explicit signals about the intent and structure of the page, ensuring the AI confidently selects the right URL and generates accurate, fact-based ad copy.
A Topical Authority model in a graphic.

6. Content Structure and Topical Authority: This shift is crucial for improving long-term content relevance and the accuracy of the Final URL Expansion. It ensures Google’s AI can quickly find the single most authoritative page for a broad search intent.

  • Mistake: Focusing on creating many separate pages for hyper-specific, long-tail keyword variations.
  • Recommendation: Build Content Pillars/Hubs: Create a single, comprehensive “pillar” page for a core service/product with clearly defined sub-sections and use a Table of Contents.
  • PMAX Benefit: Ensures Final URL Expansion can confidently map broad ad intent to the best, most authoritative landing page across all Google channels.
  • AI Max Benefit: Provides the AI with a deep topical map, allowing Search Term Matching to expand reach to complex, “keywordless” queries with high relevance.
An author page on NeilPatel.com

7. Credibility & Authority: E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals are an essential factor for overall quality, trust, and long-term organic success, which implicitly benefits ad quality by building Brand Trust Signals that influence user decision-making.

  • Mistake: Focusing only on acquiring basic backlinks from any domain.
  • Recommendation: Reinforce E-E-A-T Signals: Prominently display author bios, expertise statements, customer reviews, testimonials, and clear contact/policy pages. Ensure all key personnel have detailed, well-linked “About Us” or “Author” pages that establish their qualifications and credibility.
  • PMAX Benefit: Builds implicit Brand Trust Signals that the AI incorporates into its decision-making, leading to higher ad quality and better conversions.
  • AI Max Benefit: Ensures the AI is more likely to cite and leverage your content for dynamic ad copy, as AI models prioritize information from authoritative and trustworthy sources.

8. Cross-Team Collaboration: This is the operational foundation that enables the seven other factors to be consistently implemented and optimized. It turns one-off fixes into a scalable, self-improving marketing machine.

  • Mistake: SEO only looking at Google Search Console and organic rankings.
  • Recommendation: Adopt a Shared Insights Loop: Work with the paid team to review the PMax/AI Max search term reports and asset performance ratings at least monthly.
  • PMAX Benefit: Informs Content Gaps: PMax insights reveal high-converting search queries that the SEO team should create new pages for, feeding the PMax campaign with better landing pages.
  • AI Max Benefit: Allows the SEO team to identify negative/irrelevant AI Max search terms for the paid team to exclude, reducing wasted spend on traffic that won’t convert.

Conclusion

The future of high-performance digital advertising is not about manually writing better ads. It’s about building a better website to fuel the AI. When an SEO team shifts its focus from passively chasing organic rankings to actively structuring content, optimizing technical health, and providing rich assets, they become the most valuable partner to the paid media team.

This strategic collaboration ensures that PMax and AI Max campaigns stop operating on generic guesswork and start running on quality, conversion ready data, ultimately maximizing ROI for the client. The AI is only as smart as the website it crawls, so the key to success is making that website as intelligent as possible. Want to have a quick reference for all these practices? Feel free to use the table below.

Read more at Read More

Google Business Profiles What’s happening feature expands

/0 Comments/in , /by

Google has expanded the What’s happening feature within Google Business Profiles to restaurants and bars in the United Kingdom, Canada, Australia, and New Zealand. It is now available for multi-location restaurants, not just single-location restaurants.

The What’s happening feature launched back in May as a way for some businesses to highlight events, deals, and specials prominently at the top of your Google Business Profile. Now, Google is bringing it to more countries.

What Google said. Google’s Lisa Landsman wrote on LinkedIn:

How do you promote your “Taco Tuesday” in Toledo and your “Happy Hour” in Houston… right when locals are searching for a place to go?

I’m excited to share that the Google Business Profile feature highlighting what’s happening at your business, such as timely events, specials and deals, has now rolled out for multi-location restaurants & bars across the US, UK, CA, AU & NZ! (It was previously only available for single-location restaurants)

This is a great option for driving real-time foot traffic. It automatically surfaces the unique specials, live music, or events you’re already promoting at a specific location, catching customers at the exact moment they’re deciding where to eat or grab a cocktail.

What it looks like. Here is a screenshot of this feature:

More details. Google’s Lisa Landsman added, “We’ve already seen excellent results from testing and look forward to hearing how this works for you!”

Availability. This feature is only available for restaurants & bars. Google said it hopes to expand to more categories soon. It is also only available in the United States, United Kingdom, Canada, Australia, and New Zealand.

The initial launch was for single-location Food and Drink businesses in the U.S., UK, Australia, Canada, and New Zealand. It is now available for multi-location restaurants, not just single-location restaurants.

Why we care. If you manage restaurants and/or bars, this may be a new way to get more attention and visitors to your business from Google Search. Now, if you manage multi-location restaurants or bars, you can leverage this feature.

Read more at Read More