Imagine this: You are a wealthy art lover seated in a room filled with beautiful paintings and surrounded by other art lovers. You have a numbered paddle in one hand and a glass of champagne in the other. You are at the center of an auction and about to bid against all the other people in the room for the artwork you want.
Now imagine you are blindfolded! The auctioneer’s rapid-fire speech guides you as prices go higher and higher.
You periodically raise your paddle to make a bid; you assume that those around you are doing the same. But what if they’re not? What if the joke is on you, and you’re feverishly raising your paddle again and again to win the auction while everyone else in the room is motionless, watching you bid against yourself?
Never forget: Google Ads is an auction. Most of the time, you are blind, unaware of competing bids for the keywords your business needs to win.
At BrandPilot, we call the phenomenon of a search ad with no competition the “Uncontested Paid Search Problem.”
The Uncontested Paid Search problem
The BrandPilot definition of the Uncontested Paid Search ad is a Google search where no competitor ad is present across several search terms. Yet, you are still paying for your sponsored ad CPC, even without competition. You are essentially bidding against yourself.
Here’s an example of an Uncontested Paid Search ad. In this case, you can see that the sponsored ad is directly above the organic result, meaning there is no other competition for this search result.
There are two problems with these Uncontested Paid Search ads:
Wasted ad spend on organic traffic: A significant number of people simply click the sponsored ad as it appears at the top of their search, unnecessarily costing you money.
Overpaying for clicks in paid search: You want people to click on your sponsored ad, but you are unnecessarily paying a high CPC in the absence of competition.
The critical takeaway here is that advertisers are paying high CPC for ads with no competition every hour of every day. The whole point of the Google keyword auction is to bid fairly against your competitors on a CPC for a keyword, so why are advertisers paying the same CPC even when competition is not present?
When do ‘uncontested search ads’ happen?
Instances of uncontested search ads are more pervasive than you might think. While results will vary by industry, data from BrandPilot indicates that Google Ads for:
Branded keywords face no competition 20–30% of the time.
Non-branded (general search) keywords experience moments of no competition but at a rate of 5–10%.
This makes sense as there would be less competition for a keyword specifically related to a brand or product name.
How big is this problem?
Uncontested search ads are a silent thief of marketing budgets. While this topic is not widely discussed, it has enormous impacts on the marketing industry.
Here is one way to measure this industry-wide issue:
Google’s annual search revenue in 2024: $264 billion (Statista)
Ad budget breakdown: On average, 18% ($47 billion) is spent on branded keywords, while 82% ($216 billion) goes to non-branded keywords. (Dreamdata)
Estimated wasted ad spend: Advertisers may be wasting approximately $11 billion annually on branded CPC and approximately $16 billion on non-branded CPC.
How much are you spending on search ads? If you could recover approximately 25% of your branded keywords budget and another 7.5% of the non-branded keyword budget, where would you invest those savings?
How to fix the uncontested paid search ad problem
There are really only two options to optimize for searches with no competition:
Suppress your sponsored ad and let your organic search results float to the top of the search results page.
Replace your current sponsored ad with a clone that you gradually bid-walk down to the lowest possible CPC.
Option 1: Let organic win the day
For this option, marketers can simply pause their existing sponsored ad when there is no keyword competition at that moment. If you are conquering organic search for that keyword, this will allow your organic search results to appear at the top of the search results page and drive organic traffic to your website.
Important note: You would need to ensure that you rank No. 1 organically for that keyword search. Be mindful that, as a marketer, your organic search results might not include your current promos, copy, buyers’ journey, etc.
Option 2: Bid-walking down a CPC
In this scenario, a marketer would allow the sponsored ad and the organic link to appear simultaneously on the search results page.
In this case, marketers create a clone of their sponsored ad that is displayed only when there is no competition. Over time, marketers reduce the CPC of this “no-competition clone.” This allows them to retrain the search algorithm and get the CPC for this cloned ad all the way down to $0.01!
Maintaining search traffic
The above processes are designed to eliminate unnecessary Google Ads spending and create more budget for you to drive growth and revenue. Every month, brands who execute strategy for uncontested ads typically reclaim approximately 30% of their branded keyword budget and another 5–10% of non-branded keywords.
The real-world example below shows how a global fashion brand maintained website traffic while dramatically decreasing its Google Ads spend. In this case, the marketing team elected to simply pause their sponsored ads whenever there was no competition for the search term. Maintaining search traffic is more important to any marketer.
Here, you can see their blended CTR:
Reducing Google Ads spend
While maintaining search traffic, the marketing team was able to dramatically reduce its daily Google Ads spend simply by not paying a high CPC when a search result had no keyword competition. They were able to go from an average spend of $500 per day down to less than $100 — all while maintaining search traffic!
Final thoughts
Here’s the no-brainer: a flaw in Google Ads has you bidding to win the auction, even when there is no competition for your selected keywords. A seven-day inspection of your Google Ads data can help determine how the Uncontested Paid Search problems is impacting your search campaign budget.
You can save approximately 30% of your branded keyword budget each month and experience an 11% increase in site performance based on the redistribution of those wasted budgets.
Book some time to discuss your keyword costs and get a free Google Ads campaign audit.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/BrandPilot-2025-03-4FHOsC.jpeg?fit=1920%2C1080&ssl=110801920http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-24 11:00:002025-03-24 11:00:00Are you wasting your Google Ads budget bidding against yourself? by BrandPilot.ai
When Google launched the March 2025 core update last week, Google said there will be a series of improvements aimed to help “better surface relevant, satisfying content” from content creators “throughtout this year.”
But you should not expect all sites to fully recover by the end of 2025, that simply won’t happen.
What Google said. Danny Sullivan, the Google Search Liaison, in a conversation on X with travel blogger, Nate Hake, explained that there is a caveat to the statement about surfacing those sites better in Google Search again. Sullivan wrote:
“With the important caveat that this doesn’t mean all sites will go back up to wherever they were if they are down from a previous peak.”
Some sites don’t deserve to rank. That means that not all sites will rank as well as they did because, as Sullivan wrote, “some sites with great content and hearts in the right place still don’t provide a satisfying page experience.” Sullivan added:
“But our systems themselves need to get better; it’s not all on creators sites that really do have good, solid content.”
Different systems impact different sites. In addition, different core ranking systems may impact one site but not the other, in the same way.
“From the group you were with that came out and generously shared your time, not everyone is impacted by exactly the same ranking systems,” Sullivan said.
That means you need to wait for the Google system (or systems) that impacted your site in earlier updates, will have a positive impact in future updates. And, honestly, that might never happen.
Search evolves. Plus, search evolves. What Google ranked in 2023 is not what Google wants to rank in 2025. Sullivan wrote:
“Our results have continued to change since 2023, including showing more social content, for example. The results are going to continue to evolve.”
Why we care. Google is committed to continue to make improvements to its search algorithms and systems. Google is aware of the issues many of those who went to the web creator summit won’t recover, Google said that already.
But do expect more Google updates to its core ranking systems throughout 2025, as we have seen with previous core updates and we will see in future core updates this year and in 2026 and beyond.
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Shopify is one of the most impressive internet success stories. According to BuiltWith, the Canadian ecommerce giant now powers almost five million stores worldwide. Merchants choose it for its ease of use, robust features, scalability, and cost-effectiveness. Let’s go over the main reasons for choosing Shopify.
Shopify is an ecommerce platform that has everything under one roof. It’s a cloud-based solution that lets merchants create, customize, and manage online stores without issues. Shopify focuses heavily on ease of use and functionality, and with the thought of having businesses run an online business without technical expertise.
The CMS has quickly become one of the most popular ecommerce platforms. For instance, it dominates the US market, with a market share of around 30%. It helps by easily serving businesses of all shapes and sizes, from small startups to large enterprises.
Choosing the right ecommerce platform is critical to your online success. There are many good reasons to choose Shopify, as it’s versatile, user-friendly, and scalable. It’s a good solution for most businesses and even has an app store with tools like Yoast SEO for Shopify that help you with your content marketing and SEO efforts.
Primary features and services of Shopify
One of Shopify’s main features is hosting and scalability. As a managed hosting solution, the platform offers fast and reliable performance for your pages. Its infrastructure can handle traffic spikes and high-demand sales peaks like those during Black Friday sales.
Next, it is well-known for its template and customization options. The theme store has over 240 themes, all of which are mobile-friendly. You even get a selection of industry-specific themes to help businesses get online quickly.
Another strong aspect of the platform is its tools section and how it integrates with nearly everything. The app store has almost any app you need, from Shopify SEO tools like Yoast SEO to inventory management options. This breadth of options is very impressive.
Lastly, the CMS makes it easy to manage payments and financial transactions. It runs its own payment gateway, Shopify Payments, but it also supports various third-party payment processors.
These options together form a fully formed product that helps merchants with everything from server management to brand building and marketing. No wonder so many merchants choose Shopify as their ecommerce platform.
How does Shopify work?
Shopify’s intuitive platform makes starting and running an ecommerce store very easy. It doesn’t matter if you sell just one product or thousands — the software makes it accessible for every type of merchant.
Simple setup process
One of Shopify’s most impressive aspects is the setup. Entrepreneurs can literally launch an online store within a few hours — without prior technical know-how. The platform offers easy-to-use tools that work by simply dragging and dropping elements. In addition, it offers user-friendly walkthroughs to guide merchants through the process. There are pre-built themes to get started with quickly, and buying premium themes from the Theme Store is also possible.
Effortless management
Shopify has a clearly organized admin dashboard. Store owners can track orders, manage inventory, and check customer data in a single place. Merchants also enjoy the automation features. For instance, it automatically calculates taxes, handles shipping integrations, and manages checkout processes — a huge time saver!
Of course, as we live in the mobile age, the platform offers mobile app access. Merchants can manage their stores on the go, so they don’t have to miss anything when they are out and about. We’ve already mentioned that the store themes all scale with and perform properly on mobile devices.
All of these possibilities make Shopify a very good solution for most stores. Even a solo entrepreneur can build and manage a professional store without issues. This makes it a far more accessible option than platforms like WooCommerce or Adobe Commerce.
7 Key benefits of choosing Shopify
The ecommerce platforms’ impressive features, scalability, and customer-centric design stand out. Here are some key reasons merchants choose Shopify as their preferred ecommerce platform.
1. The user-friendly interface
Time and time again, merchants mention that the clean, intuitive interface is the most important reason for choosing this ecommerce platform. It’s one of the most user-friendly e-commerce builders out there, and it’s intuitive for beginners and powerful for experienced users.
Shopify has an innovative drag-and-drop builder that lets merchants customize the store layout and product pages without coding. The admin interface is clearly organized and simple, even for non-developers. Thanks to the guided setup and well-designed templates, business owners can quickly move from concept to live store. In addition, the admin panel gives an easy-to-understand overview of the store’s performance so merchants can manage orders and inventory without issues.
Shopify’s easy-to-use interface makes it a joy to work with
2. Shopify AI Magic
One of the newest benefits is Shopify Magic, an AI-powered solution that makes work easier and more fun. For instance, it has an image editor that automatically cleans up and optimizes product images, and a content generation tool that uses generative AI to write FAQs, product descriptions, and blogs. Email improvements also help dynamically tailor email campaigns for higher engagement rates.
It also has Sidekick, an AI assistant that can help you get more done in your store. This chatbot answers all your questions and advises you on your specific situation, as it knows everything about your store. As a result, you have more time to focus on important things like strategy.
3. Flexible and scalable
Another big benefit of choosing Shopify as an ecommerce platform is its flexibility and scalability. The CMS can grow with a merchant and offers options for large and small businesses.
It has an affordable pricing structure. The $29/month plan helps small businesses get online quickly without investing too much. For large businesses, there’s Shopify Plus, which supports global enterprise brands like Heinz and Gymshark. This plan offers advanced features like a multi-store setup, custom checkout-out options, and very high API limits. The platform is also very proud of its 99.98% uptime guarantee, which keeps stores online even in the busiest seasons.
4. Integrated payment solutions
Another big advantage is the streamlined payment process for clients worldwide. Shopify Payments, a built-in payment system, eliminates the need for third-party gateways at no extra cost and no set-up fees. Additionally, it supports over a hundred payment integrations, including Stripe and PayPal.
5. Robust app ecosystem
Shopify is a very extendable ecommerce platform. It has an excellent app store, where developers offer a wide range of good apps that improve and expand what the CMS can do. Currently, over 10,000 apps are available in the app store, and new ones are arriving daily.
Many of these apps integrate deeply with the CMS, allowing marketing automation and personalization that can increase sales. Merchants can install apps to recover abandoned carts, upsell related products, or integrate with CRM and advertising platforms.
Merchants can find apps for nearly everything. Some of the most popular ones are Oberlo for dropshipping, Klaviya and Mailchimp for email marketing, Judge.me and Loox for product and store reviews, and PageFly for building custom landing pages.
This extendability helps merchants scale their work whenever they need it most.
Shopify has over 10.000 apps in its app store
6. Comprehensive support
Running an online store is difficult enough without having to worry about technical issues. Luckily, the platform helps remove that worry with 24/7 technical and customer support. Merchants can access professional assistance via live chat, email, or phone. In addition, it offers loads of learning material in the form of Shopify Academy, community forums, and tutorials. Business owners can quickly learn to make the most of their online stores.
7. Yoast SEO for Shopify
The ecommerce CMS comes with all merchants need to run their stores, including tools to improve search engine visibility. While SEO is always in its mind, it is good to think beyond the basics that the e-commerce platform offers. Getting traffic is too important to leave it to chance.
Yoast SEO for Shopify is the perfect tool for merchants looking to get that traffic. This app is built by a team of SEO experts with decades of experience. Yoast SEO has innovative features like real-time SEO suggestions, helping you optimize your pages and products with actionable insights. Or enhanced structured data for your products to make these stand out in Google.
Yoast SEO also helps you write better product content. Enter your focus keyword and use the feedback to make your product descriptions stand out. A readability analysis also helps you make the content as readable for your customers as possible. There’s a Semrush integration to get keyword data from the editor and AI-powered features to automate some parts of the optimization process.
Combining Shopify’s framework with Yoast SEO makes your store accessible to search engines and customers.
Optimize your products with Yoast SEO to make them stand out
Unique selling points
Shopify has a lot going for it as an ecommerce platform, and there are more things it does to stay ahead of the competition.
Multi-channel selling
One reason Shopify could be chosen over the competition is its ability to sell across multiple channels. Multi-channel options allow merchants to sell their products on social media platforms like Facebook, Instagram, and TikTok, with all the management and insights happening on the main dashboard. It also has point-of-sale options that help merchants offer in-store sales and integrate online and offline.
The CMS can sync listings to third-party platforms like Amazon, eBay, or Google Shopping, increasing merchants’ visibility. The platform also has many more options for going omnichannel with your store, which makes it a great fit for managing everything all at once.
Strong security and reliability
Trust is an important aspect of ecommerce. Merchants need to trust ecommerce platforms with their data and trust that they keep it safe and sound. Luckily, Shopify is working hard to provide store owners with a secure shopping environment. It is certified Level 1 PCI-DSS compliant, the highest level of payment security standard, which helps protect customer data. It also has built-in fraud detection features that minimize the risk of chargeback.
Compared to hosted platforms like WooCommerce, Shopify automatically handles almost every security aspect. This gives merchants peace of mind that their customer’s data is safe.
Considerations before choosing
Shopify is an all-around great ecommerce platform, but there are some things to remember when merchants choose between the many other options. Its pricing is decent, with basic monthly plans starting at $29. Still, the cost can add up when you want to add apps, third-party integrations or want to have a custom theme developed. However, the CMS is often easier to set up and cheaper to run than platforms like Adobe Commerce.
Another consideration is the platform’s limitations. Shopify is closed software, so store owners have limited code access. WordPress solutions like WooCommerce might be better if openness is an issue.
These are the main reasons to choose Shopify
Shopify provides a great combination of ease of use, scalability, and features that help merchants thrive. Whether you run a simple store with a small budget or juggle millions of dollars, the commerce platform has the necessary solutions. It grows with your needs and offers you many options and possibilities to make the most of your business. Moreover, if you add Yoast SEO for Shopify to your store, you can boost visibility on Google, hopefully translating to more traffic and business growth.
So, why wait? Sign up for a free trial, add Yoast SEO to your store, and get your business on the road!
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-19 15:19:092025-03-19 15:19:09What is Shopify and why choose it as your ecommerce platform?
Google Ads has begun rolling out channel control for select Demand Gen campaigns. This feature will let you specify where your ads appear across Google’s properties.
Yes, but. While the feature is live, segmentation by individual channel (e.g., YouTube, Discover, Gmail) is not yet available. This will limit your ability to make data-driven adjustments.
Why we care. This update, first announced in January, gives advertisers more control over campaign placement, but the full impact remains unclear since performance data is still aggregated under “Google-owned channels.”
What they’re saying. Greg Kholer, director of digital marketing at ServiceMaster, shared seeing the update on LinkedIn:
“While exciting, we won’t be making any changes until we’re able to see channel performance segmented out – as of today it’s still all lumped together as ‘Google owned channels’”.
What’s next: More search marketers will likely hold off on changes until Google provides detailed channel performance breakdowns.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/1742304320885-oft7am.jpeg?fit=646%2C251&ssl=1251646http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 18:12:402025-03-18 18:12:40Google Ads rolls out channel control for Demand Gen campaigns
Google is testing placing special and very clickable links in its AI Overviwws, but not to publishers or your own website, but rather back to its own search results. You got that right, Google is testing linking the AI Overviews back to new search queries on Google.com.
Clicking on those underlined links in the text of the AI Overview, both at the top and in the middle section, will take you back to a new Google Search. The smaller link icons take you to the side panel links, those go to publishers and external websites.
Why we care. All that talk, even recently with Google’s new AI Mode, around “prominently surfaces relevant links to help people find web pages and content they may not have discovered before,” and I quoted that from Google, means what here?
Those link icons in AI Overviews have shown to result in a drop in CTR from Google Search to external websites. We’ve seen a large company sue Google over traffic drops due to AI Overviews.
These links back to Google results in Google search volume growing, but do they actually help the searcher or they only help Google’s bottom line.
What about Google saying they value independent publishers and are prioritizing ways to send traffic to publishers in AI Overviews?
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/google-ai-overview-links-to-search-1742219008-cNMnxt.png?fit=1723%2C897&ssl=18971723http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 15:57:232025-03-18 15:57:23Google AI Overviews caught linking back to its own search results
Microsoft has added the ability to compare date ranges within the Search Performance report in Bing Webmaster Tools. This allows you to compare metrics and data points such as clicks, impressions, CTR, keywords, and pages across various date ranges.
“These enhancements enable in-depth analysis, providing invaluable insights for optimizing online presence and improving visibility. This means businesses can now make more informed decisions, identify key trends, and effectively adjust their marketing strategies to achieve better results.”
Microsoft also made user experience improvements in time filters, the company added.
What it looks like. Here is a screenshot showing the new “compare” option in the Search Performance report in Bing Webmaster Tools:
Why is this helpful. Microsoft posted a few ways these comparisons helps you, including:
Identifying key trends and patterns
Evaluating the effectiveness of their marketing campaigns
Gaining insights from seasonal search data
Setting benchmarks and goals using historical data
Identifying areas for improvement in search performance
Why we care. Google has offered comparing data in Search Console for a while, plus all the third-party tools offer this.
But now you can compare this data directly in Bing Webmaster Tools without having to export this data to a third-party tool. This should save you a lot of time, by not having to use another tool to compare your Bing Search data.
How does Bluesky differ from other social media platforms?
The platform, which describes itself as “social media as it should be,” has a similar look and feel to how X appeared back when it was Twitter.
Like most social media platforms, it allows users to post, repost, like, and share content.
The most significant difference between Bluesky and many other platforms is that it is decentralized, meaning it allows users to host their own data and create custom feeds.
This helps reduce the risk of data breaches and puts control back in the hands of users.
This decentralized approach, combined with the platform’s strong content moderation tools, is highly appealing to social media users who have become discouraged by recent changes to platforms such as X.
Above: An example of content moderation controls available for Bluesky users
So, how can I advertise on Bluesky?
Slow your horses!
There is no advertising on Bluesky.
While they haven’t ruled out the possibility of ads being available in the future, advertisers won’t be able to add Bluesky to their PPC strategy anytime soon.
Even if or when Bluesky does introduce advertising, it is likely to look different from the models used by other social media platforms.
Speaking to CNBC in November, COO Rose Wang stated that while the company is open to the idea of including ads on the platform, they don’t want it to be an “intrusive experience.”
If there are no ads, then how is Bluesky making money?
Bluesky is funded by investors and venture capital firms.
In November, Bluesky announced it was developing an optional subscription model. Subscriptions are rumored to provide users access to additional features, such as the ability to use a custom domain in their username and higher video upload limits.
Why ads on Bluesky would be a good thing
While there aren’t any opportunities to advertise on Bluesky, that doesn’t mean the time won’t come.
With a growing user base and increasing operational costs, Bluesky will likely to introduce some.
When that happens, here are some reasons why PPC advertisers might want to give it a try:
PPC advertisers are becoming increasingly frustrated with the developments – or lack thereof – on platforms like Meta and LinkedIn, which have long dominated the market.
The introduction of Bluesky to advertisers’ PPC strategy would allow them to try something new and potentially avoid the grievances and pitfalls they are experiencing on other advertising platforms.
Early adopters are likely to gain an advantage over competitors if they quickly embrace any potential advertising openings.
Opportunities to be the first business in your niche to advertise on a platform are rare, so advertisers could benefit from staking their claim early and cementing their presence.
Bluesky’s strong focus on privacy, moderation, and protection from misinformation could offer advertisers a more brand-safe advertising opportunity.
With recent reports of Google Ads placements appearing on illegal and compromising websites, PPC advertisers have increasing and legitimate concerns regarding where their ads are displayed.
If Bluesky introduces advertising, PPC advertisers should also consider potential drawbacks. These concerns include:
One of the biggest challenges in advertising on Bluesky stems from what makes it unique – its decentralized approach. While this is appealing and important for users, it may complicate advertising due to data and privacy restrictions.
Depending on the type of advertising model offered, PPC advertisers may need to rethink their targeting and messaging strategies, which could limit their efficiency.
Many Bluesky users have migrated from X, seeking a platform that values privacy over profit. As a result, Bluesky users are more likely to resist advertising, which could impact ad performance in terms of driving leads or sales.
Early adopters of new technology often face challenges such as technical bugs and unknown performance benchmarks. Not all businesses may be in a position to take on such risks if or when advertising reaches the Bluesky platform.
What should PPC advertisers be doing now?
In preparation for the likely launch of some form of advertising model on the platform, there are steps PPC advertisers can take now:
1. Claim your handle
Advertisers should secure the handle for their business or clients to ensure they have access to usernames that accurately represent their brand.
Above: A screenshot of the Search Engine Land account on Bluesky
2. Explore the platform
Advertisers should spend time navigating Bluesky to:
Understand its interface.
Identify the types of organic content that perform well.
Become familiar with the platform’s extensive moderation tools.
3. Build an organic presence
By posting content and engaging with the community, advertisers can build trust and recognition for their brand.
This proactive approach can help businesses connect with Bluesky’s user base – especially if the audience remains resistant to traditional ads.
What’s next?
PPC advertisers will need to hold off a little longer before adding Bluesky to their PPC strategy.
However, with the platform growing rapidly, some form of advertising model is likely to arrive within the next 18 months – and we’ll be sure to keep you updated.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/An-example-of-content-moderation-controls-available-for-Bluesky-users-47E460.png?fit=1600%2C706&ssl=17061600http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 13:00:002025-03-18 13:00:00Bluesky for PPC: What you need to know
When it comes to keyword research, SEO professionals often rely on expensive tools to find the right keywords.
However, Google Search Console (GSC) provides a completely free way to access insights straight from Google itself.
GSC is a powerful and often underused tool that shows exactly what is working on a site and where improvements can be made.
Unlike other keyword research tools that provide generic suggestions and estimated data, GSC delivers real-life search data based on actual searches leading to a website. It can often uncover interesting insights.
Here’s how to use GSC to find valuable keyword opportunities and improve rankings.
Why use Google Search Console for keyword research?
Google Search Console is a goldmine for keyword insights. Here’s why you should use it.
Free and requires no subscriptions: Many SEO tools require costly subscriptions, but GSC is completely free, making it accessible to businesses of all sizes.
Provides real keyword performance data: Most keyword research tools provide estimated search volumes, but GSC shows actual data on searches that lead users to your site, ensuring accuracy.
Helps identify keywords with high optimization potential: Analyzing existing keyword rankings allows you to optimize content and improve visibility with small tweaks.
Uncovers content gaps and new topic opportunities: GSC reveals queries that may not have been intentionally targeted but are already driving traffic, providing ideas for new content.
Tracks keyword performance over time: You can monitor how rankings fluctuate, which keywords are growing in importance, and how search behavior is evolving.
Helps understand search intent: By analyzing query data, you can refine content to better match user intent and increase engagement.
Provides device-specific insights: Performance can vary between desktop and mobile users, and GSC helps fine-tune SEO strategies accordingly.
GSC can also reveal irrelevant search terms bringing traffic to a site. Some queries may drive traffic that does not align with the intended audience, leading to vanity traffic that skews reports.
How to manage irrelevant search terms
Identify keywords bringing in non-relevant traffic that do not contribute to conversions or engagement.
Adjust on-page content and metadata to clarify the intent of the page.
Use negative keywords in paid search campaigns if these terms are also appearing in PPC reports.
Monitor engagement rates and session duration for traffic from these terms to assess engagement levels.
Example
If a bathroom renovation site ranks for “how to clean a kitchen splashback,” that traffic is unlikely to convert into meaningful engagement.
Identifying and minimizing such cases ensures that a site is optimized for relevant search terms.
Step 4: Track overall keyword performance
GSC provides detailed performance tracking without the need for a paid keyword tracking tool.
Key metrics to check
Total clicks: The number of visitors coming from search results.
Total impressions: The number of times a site appears in search results.
Click-through rate (CTR): The percentage of users who click after seeing a result.
Average position: The ranking in Google search results.
Branded vs. non-branded search terms: Understanding the balance between brand visibility and new audience acquisition.
Device-specific performance: Identifying whether certain keywords perform better on mobile vs. desktop.
Unlike most SEO tools that limit the number of keywords tracked, GSC offers unlimited data on how a site is performing.
For websites targeting multiple countries, understanding geographic search performance can help refine international SEO strategies and localize content for different markets.
How to use it
In Google Search Console, navigate to Performance > Search Results.
Click on the Countries tab to see a breakdown of traffic by region.
Identify which countries are driving the most organic traffic and how search trends vary between locations.
Google Search Console is a powerful and often overlooked tool for keyword research.
It provides real data directly from Google, showing exactly how a site is performing in search.
Use it to find quick-win keyword opportunities.
Identify new content ideas based on real user searches.
Eliminate vanity traffic that does not convert.
Track performance trends and adjust SEO strategies accordingly.
By using GSC effectively, you can uncover high-impact opportunities, refine strategies, and drive meaningful improvements in search performance – all without spending a penny on keyword research tools.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/How-to-use-Google-Search-Console-for-keyword-research-800x450-xz5rXw.png?fit=800%2C450&ssl=1450800http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 12:00:002025-03-18 12:00:00How to use Google Search Console for keyword research
With the robots.txt file, site owners
have a simple way to control which parts of a website are accessible by crawlers.
To help site owners further express how search engines and web
crawlers can use their pages, the web standards group came
up with robots meta tags in 1996, just a few months after meta tags
were proposed for HTML (and anecdotally, also before Google
was founded). Later, X-Robots-Tag HTTP response headers were added.
These instructions are sent together with a URL, so crawlers can only take them into account
if they’re not disallowed from crawling the URL through the robots.txt file. Together, they
form the Robots Exclusion Protocol (REP).
Start by diagnosing what’s working on your site and what isn’t.
Then, apply targeted fixes based on real data. Not hunches.
In this guide, I’m sharing my lessons and strategies from 10+ years in digital marketing.
Plus, I interviewed four leading ecommerce website optimization experts for their best conversion-driving insights:
Leigh McKenzie from UnderFit (also head of SEO @ Backlinko)
Rishi Rawat from Frictionless Commerce
Anna Bolton from Conversion Copy Co.
Kurt Philip from Convertica
Let’s start by identifying the biggest roadblocks standing between you and more revenue.
Phase 1: Analyze and Diagnose Your Site’s Existing Issues
Every effective ecommerce website optimization strategy starts with a solid, data-driven diagnosis.
As economist W. Edwards Deming once said:
“Without data, you’re just another person with an opinion.”
Quantitative Research: Finding Patterns in the Numbers
Quantitative research focuses on analyzing data to identify trends and behaviors.
It helps you answer questions about your online store’s performance, such as:
Where are visitors dropping off in the funnel?
What are users actually doing on each page (scrolling, clicking)?
How does behavior differ across traffic segments (e.g., mobile vs. desktop, organic vs. paid)?
The good news:
There are many tools to help you with this analysis.
Google Analytics (GA4)
Google Analytics provides helpful insights into user behavior and website performance.
Including how visitors from different traffic sources behave.
For example, to uncover drop-off points during checkout:
Navigate to Reports > Monetization > Checkout journey.
This lets you examine the flow from checkout to purchase.
And analyze abandonment rates for each stage to identify potential bottlenecks.
For example, a high abandonment rate on the payment page might signal technical issues.
Or trust barriers, such as last-minute doubt about product quality.
Pro tip: There’s no universal definition of a high abandonment rate. It varies by industry, funnel, and goals. Compare it against your historical data to see if there’s a problem.
Hotjar
Hotjar, a heatmap and behavior analytics tool, is incredibly powerful for qualitative research (more on that soon).
It gives you a clear picture of how online shoppers interact with your site.
And lets you uncover friction points that frustrate users.
For example, click tracking reveals where visitors interact with your site.
And which elements get the most engagement.
Scroll heatmaps show you how far users make it down a page. And where they drop off.
And cool colors (like blue) signal lower engagement.
Move heatmaps track how shoppers move their mouse across the page.
This reveals areas of interest and hesitation.
Session replays let you watch real user recordings, showing exactly how visitors navigate your site.
Watch this in action below:
Semrush Site Audit
Semrush’s Site Audit tool uncovers technical issues that affect SEO and the user experience (UX).
For example, it flags crawl errors, which are usually caused by broken links or incorrect redirects.
These dead ends confuse users and make it harder for search engines to crawl your pages.
(And if Google struggles to crawl them, your ranking can take a hit.)
The tool also identifies slow-loading pages that frustrate visitors.
It can also identify code bloat (aka too much JavaScript or unused CSS) that makes pages sluggish.
This can cause delayed interactions that lower conversion rates.
Qualitative Research: Uncover the “Why” Behind the Data
Qualitative research helps you understand why customers behave the way they do.
Including their pain points, motivations, and desires.
It also helps you identify barriers to conversion, such as hesitations about buying.
And learn about other products your web visitors are considering.
Qualitative Research Methods
There are many data sources for qualitative insights.
And each one can reveal different issues and opportunities:
Research Method
What to Look For
Effort level
Recorded sales calls
Patterns in customer questions, objections, or recurring themes
Low
Live chat transcripts
Common pain points, frequently asked questions, or sources of confusion
Low
Customer reviews
Trends in positive and negative feedback. This includes specific phrases or words that highlight desires, frustrations, or expectations
Low
Online surveys
Customer sentiment toward brand messaging and tone and reasons for abandonment
Low to medium
Customer interviews
Insights into customer motivations, needs, anxieties, and desires in their own words
Medium to high
User testing sessions
Usability issues, unexpected user behaviors, or areas where users struggle to complete tasks
High
But you don’t need to go all-in on every qualitative method right off the bat.
Start with the data you already have.
Then, gradually level up as time and resources allow.
Turn Your Research Into Actionable Insights
You’ve got the research.
Now, you need a system to organize it.
As Anna Bolton, chief CRO and conversion copywriter of Conversion Copy Co., says:
The challenge isn’t just gathering research—it’s making sense of it. Whether you’re analyzing heatmaps, surveys, or reviews, you need to turn that data into meaningful insights. This starts with proper analysis to identify key patterns and trends. And then you need to understand that data in context—what it means for your business, audience, and goals. That’s what turns raw data into results.
So, what do you do?
Build a research repository to bring all your insights together in one place.
Think of it as a living database of findings and insights. This way, it’s easier for you to act on data.
But you don’t need anything fancy.
Start with a simple spreadsheet.
Include everything from customer research (interviews, surveys) to conversion rate optimization (CRO) results and survey data.
For example, Anna and I use a spreadsheet like the one below for one-off client projects.
For larger-scale projects, use UX research tools like Aurelius Lab and Dovetail.
These tools offer more advanced ways to store, categorize, and retrieve insights.
Phase 2: Apply Ecommerce Website Optimization Fixes to Increase Conversions
The ecommerce website optimization best practices we’re about to cover are designed to do one thing:
Improve the customer experience.
And when you do that, conversions naturally follow.
Side note: If you’re here for SEO tips, stick around. While I’m focusing on conversion rate optimization, CRO and SEO are becoming increasingly intertwined. Anything you do to make your site better for humans will also make Google happy.
As Leigh McKenzie, head of SEO at Backlinko and owner of UnderFit, says:
“Conversion rate optimization is becoming more and more an SEO responsibility. Google heavily rewards websites that deliver a positive user experience. It’s no longer about just bringing traffic. It’s also about what happens when people get there.”
Begin with the pages that offer the quickest wins, such as product and checkout pages.
This is what Rishi Rawat, product page optimization specialist at Frictionless Commerce, does.
I work exclusively on bestselling product pages because they have the highest impact. My goal is to turn first-time visitors into buyers. Since these pages already drive a big share of the store’s revenue, I don’t spread optimization efforts thin. Instead, I improve the sales pitch and sharpen the product story. And then I make what’s already working even more persuasive.
So, how do you identify your site’s high-impact pages?
These are the pages that attract visitors in the decision and action stages. Such as product pages or the cart page.
But you might also include other pages based on user behavior.
For example, optimize the product and cart pages if your site has high cart abandonment.
This ensures the product page sets the right expectations.
So, when shoppers get to checkout, they feel confident in their choice.
But, if your goal is to boost mobile sales, optimize the mobile experience first.
Want to maximize paid ads conversions? Make product landing pages a priority.
3. Make Navigation and Search Intuitive
Shoppers don’t always leave because they dislike your products.
Sometimes, they leave because they can’t find what they’re looking for.
That’s why navigation plays a big role in ecommerce website optimization.
If your navigation makes users rethink their next step, you’re already losing them.
For example, imagine you’re searching for dog crates on pet company Chewy’s website.
You sort the results by price.
But now, the first products you see are lock latch replacements and crate pans—not dog crates.
That’s a bad user experience.
And it might cost them the sale.
The solution?
Always test filters before launch to ensure they work as expected.
And design navigation to adapt to various browsing behaviors.
Make backtracking easy with breadcrumbs and a “Recently Viewed” section.
Plus, use AI to suggest relevant filters, related categories, and top products.
Navigation also impacts SEO.
As Leigh put it,
Good navigation isn’t just about getting users to a page. It’s about keeping them engaged in the shopping process. Shoppers want to see product variations, compare options, and refine their choices easily. When they do, they stay longer. And that’s what Google values. It favors sites where users engage rather than bounce back to search results. That’s why you want to optimize for getting people deeper into the experience.
Forcing people to create an account is an unnecessary barrier. You can just auto-generate one for them. Let them check out first, and then send them a confirmation email with their details. And a ‘Set Your Password’ option later. That way, the process stays frictionless, and they still get an account without effort.
But consider this:
Your job doesn’t stop when someone adds an item to the cart.
This is your chance to remove any last-minute hesitation and get the sale.
Ridge Wallet, an accessories manufacturer, does this well.
It displays social proof at the top of the checkout page by highlighting its “100K+ 5-star reviews.”
It also includes trust boosters like a risk-free trial and fast shipping.
Outdoor gear company Patagonia highlights its “Ironclad Guarantee” on the checkout page.
This reassures buyers that buying is risk-free.
And it also strengthens Patagonia’s credibility.
Clothing company Everlane also understands the power of timing.
It reminds shoppers of first-time buyer discounts at checkout to encourage them to take advantage of savings.
CRM data (buying history, abandoned carts): Powers retargeting campaigns and perfectly timed offers
Predictive insights: Uses AI to analyze patterns and predict needs
9. A/B Test to Learn. Not Just to Win.
At the heart of ecommerce website optimization is A/B testing.
But here’s the thing:
Your goal isn’t just about finding a “winning variation.”
It’s to learn more about the psychology of your buyers.
As Jonny Longden, chief growth officer at Speero, puts it:
When you run a test, whether it wins or loses is in some ways irrelevant because you can learn something from it. Some of the most successful tests that you will run happen as a result of a test that lost. When you chase winners, you ignore that fact.
For example, if a trust badge increases conversions, the real takeaway isn’t just that the badge works.
It’s that customers need more reassurance before they give you their credit card.
This insight goes beyond checkout.
It suggests that trust signals should be reinforced earlier in the buying journey. On product pages, in the cart, and even in post-purchase messaging.
Why?
If hesitation exists at checkout, it likely started long before.
One more thing.
A/B testing only works if you have enough traffic to reach statistical significance.
Kurt says your test page should receive at least 10,000 visits per month.
This gives you meaningful insights in a reasonable timeframe.
But traffic alone isn’t enough.
What matters is whether you can reach statistical significance. This ensures your results aren’t just due to chance.
