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How to Calculate Share of Voice (+ Why it Matters for SEO)

April 30, 2026/0 Comments/in Web Design News/by Dubado Solutions

Your analytics dashboard tracks clicks, but it doesn’t convey the complete picture.

When a buyer reads an AI answer that mentions your competitor, or scrolls through a Reddit thread where your brand doesn’t appear, that’s lost visibility. And it won’t show up anywhere in your traffic data.

Share of voice (SoV) captures what traffic metrics can’t.

It measures your brand’s visibility against competitors across channels where buyers actually research and make decisions.

While SoV spans social, PR, and paid media, search is where most brands should start. It’s the channel where buyers with the strongest purchase intent show up, and it’s the easiest to measure competitively. That’s what this guide focuses on.

I’ll walk you through four steps to measure your share of voice in organic and AI search. Then, I’ll show you how to turn that data into decisions that move the needle where it matters.

What Is Share of Voice?

Share of voice measures your brand’s visibility relative to competitors across multiple marketing channels.

That includes organic and AI search, social media, review sites, communities, and more.

Traditionally, brands used SoV to track their share of ad spend in a market.

Now it’s evolved into something even more valuable. It can measure your brand’s presence across every touchpoint where buyers research and make decisions.

In simple terms: SoV tells you what percentage of the conversation you own in your category, compared to competitors.

This guide focuses on search SoV — both organic and AI — because that’s where buyer discovery is shifting fastest and where the measurement tools have matured enough to give you actionable data.

I find that search SoV also tends to be the foundation: once you understand your visibility in organic and AI results, layering in other channels becomes much simpler.

What Counts as a “Good” Share of Voice?

While there’s no universal benchmark for SoV, establishing one for your brand comes down to:

Market position: Market leaders have a higher share of voice since they own the conversation. Challengers aim for a mid-range SoV when competing against players with decades of brand equity.
Competitive context: In a fragmented market with 20+ active competitors, 8% SoV could put you in the top five. But in a three-player market, anything below 30% could mean you’re behind the leader.

Beyond these two factors, look at the broader market shifts within your category.

High SoV in a declining market can be a vanity metric. The real win is growing your share as the category grows.

How SoV Works in Traditional vs AI Search

Both SEO and AI SoV answer the same question: What percentage of category demand does your brand own?

But they measure different search contexts.

SEO SoV calculates your slice of traditional organic search traffic.

You track 100 target keywords. Those keywords generate 50,000 total monthly visits across all ranking sites. You capture 15,000 of those visits.

That’s 30% organic share of voice.

AI SoV measures brand mentions in LLM responses from ChatGPT, Perplexity, Google AI Mode, and similar tools.

For example, you test 100 category-related prompts. Your brand is mentioned in 45 responses and cited in 15. Your competitor shows up in 30 responses with 10 mentions.

An AI visibility tool can calculate your weighted AI SoV based on mentions and citations.

Try now: Curious to know how often your brand shows up in AI responses? Try our free AI visibility checker to find out.

Why Is Share of Voice So Important, Especially Now?

Here are three reasons why share of voice should be your core KPI when visibility is scattered across platforms.

Track Visibility Beyond Traditional Traffic Data

Your organic traffic data reveals only half the story.

And with zero-click searches on the rise, that half is shrinking fast.

When users get their answers directly from AI Overviews and featured snippets, a huge chunk of your visibility is never captured in Google Analytics.

This makes traffic a lagging indicator of visibility.

Share of voice is a better metric because it measures how visible you are in the consideration set, even when users don’t click your site.

Think of it this way:

A user searches for the “best project management software for remote teams.”

They see an AI Overview listing five tools, including yours. The user reads it, takes no action, and later signs up for a product demo on your site.

Traditional traffic data would show this as “direct traffic” since the person went straight to the website. It wouldn’t capture the discovery that occurred in Google.

But SoV reveals that your brand appeared in the consideration set for this high-intent query.

Work Toward One North Star Metric

Your marketing team might be operating in silos.

The SEO team wants more website visits. PR wants more media mentions. The social team wants better engagement.

Each team tracks its own KPIs and optimizes for different outcomes.

But the long-term power of SoV is that it can become the one metric every team rallies around.

When everyone sees how their work contributes to the same visibility percentage, it changes how teams collaborate.

Here’s what this looks like in practice:

SEO team targets specific keywords to boost traffic and visibility via content
PR secures features in industry publications through expert quotes
Social drives brand conversations on Reddit and LinkedIn
Product wins better reviews on G2 and Capterra

This full picture takes time to build.

Start with the foundation by measuring your SoV in organic and AI search.

Once you have that baseline, you can layer in other channels over time.

Read more: How to Rank Higher (& Get More Visibility) on Google in 2026

How to Measure Share of Voice in 4 Steps

Let’s see how you can strategically calculate share of voice in four steps.

I’ll use a fictional project management software example to show how each step translates into business insights.

Step 1: Define Your Industry Landscape

Start by outlining the specific competitors and keywords you’ll track for SoV.

Without clear boundaries, you’ll either miss critical gaps or drown in too much noise.

To map your competitive terrain, pick topic clusters tied to revenue.

For a project management software, I picked these clusters:

Category fundamentals (like “project management 101” and “project management for freelancers”)
Use cases (like “agile project management” and “remote team collaboration”)
Industry-specific (like “construction project management” and “marketing project management”)

Pro tip: Don’t pick these topics solely based on search volume. Choose clusters where gaining visibility directly impacts your bottom line.

One way to assess a topic’s revenue potential is to map it to funnel stages.

Categorize your clusters into three stages:

Awareness: Where people are learning and researching, like how to manage projects
Consideration: Where they’re exploring solutions, like the best project management software
Decision: Where they’re comparing options and ready to buy, like Software A vs Software B

Your SoV at each stage tells you where you’re winning and losing in the buyer journey.

This allows you to allocate resources for maximum business impact.

Let’s say this project management software segments the SoV by funnel stage.

It reveals that most of the brand’s visibility is concentrated at the top with almost none at the decision stage.

That’s a problem.

They’re educating the market, but invisible when prospects are actually comparing options and reaching for their wallets.

Strategic takeaway: They need to prioritize comparison pages and case studies to shift visibility toward the decision stage.

Now, define who you’re measuring against.

In search, you’re competing for visibility against two key players:

Direct competitors: Companies selling similar solutions like Asana, ClickUp, Notion, and Trello
Indirect competitors: Review sites capturing the voice of the customer like G2 and industry publishers ranking for your keywords but not competing for customers like HubSpot and Zoho

Tracking them gives you the complete picture of who controls visibility in your market and where you can break through.

Step 2: Build Your Keyword & Prompt Libraries

Create a library of 200-500 queries that capture how people search in your category.

You need both keywords (what people search) and prompts (what people ask LLMs). Together, they reveal your search visibility spectrum.

Pull SEO Data First

Collect queries where you’re already visible to your audience.

Google Search Console (GSC) is a good starting point for this since it captures actual visibility through impressions.

Impressions show every time your brand appears in results, even when users don’t click.

Go to the “Queries” tab in the “Performance” report.

Click the “Impressions” column header to sort in descending order, and export this list of keywords.

GSC – Performance – Queries – Impressions

And if you’re running Google Ads, export your PPC keyword list and filter for terms with conversions or high CTR.

You can also repeat this process with tools like Semrush.

Open your Semrush Position Tracking project (or create one for your domain).

Scroll down to the “Top Keywords” section and click the “View all” button.

Position Tracking – Overview – Top keywords

Adjust the timeline to your preferred range before clicking “Export” to download the full keyword list.

Pro tip: Export all tracked keywords, not just the top money terms. A keyword with 20 monthly searches might seem irrelevant in isolation. But 50 of these collectively represent meaningful category visibility that SoV captures.

Layer in Competitor Intelligence

Besides your own data, track where competitors show up.

This tells you where to compete directly and where to claim ground that they’ve overlooked.

You can use Semrush’s Keyword Gap tool to find these opportunities.

Add your domain along with up to four competitors, then hit “Compare.”

Filter to the “Missing” section to find keywords with proven search demand that competitors have validated.

You need to build visibility for these terms.

For example, this project management tool could target keywords like “Gantt chart” and “project management software” to boost its SoV.

Dig deeper: How to Run a Competitor Traffic Analysis (9 Steps)

Build Your AI Prompt Library

After sourcing keywords, look at how people search for your category in AI tools.

Since AI search queries tend to be more conversational, they often mirror how people talk in community spaces.

Browse Reddit, Facebook groups, and Slack communities to see how your audience phrases their needs and pain points.

For example, this post reveals that agencies want project management tools that aren’t “too corporate or complex for creative teams.”

A question like that can translate directly into an AI prompt: “What’s the most user-friendly project management tool for small creative agencies?”

For decision-stage prompts, review sites G2 and Capterra (or those relevant to your industry) offer a lot of insights.

G2, for instance, lists popular alternatives for every tool.

This is a ready-made list of “[You] vs [Competitor]” and “alternative to [Competitor]” queries your buyers are likely running in AI search.

You can dig deeper with Semrush AI Visibility Toolkit to find prompts where competitors show up in AI answers, but you don’t.

Go to “Prompt Research” and add any of your core topics, like “agile project management.”

Click “Analyze” to get started.

The tool lists real prompts that generate AI responses for your category, such as “best productivity app” and “companies that use agile software development.”

Jot down the prompts relevant to your primary cluster.

Then, repeat for each of your 3-5 clusters.

Prompt Research – Agile project management – Prompts

Document Your Metadata

Finally, organize everything in a master spreadsheet with columns for:

Keyword/Prompt
Topic Cluster
Funnel Stage
Source (SEO/AI)

Once you’re done measuring SoV, this metadata will become your strategic lens.

Use it to decide which clusters to prioritize, which funnel stages are weak, and where SEO and AI visibility diverge.

Here’s what this looks like for the project management software:

Step 3: Calculate Your SoV

Your SoV equals your estimated traffic divided by the total traffic for all tracked brands, multiplied by 100.

Track both SEO and AI SoV to see the full picture of your brand’s visibility.

Calculate SEO Share of Voice

Start by checking your rankings for all the keywords in your tracking list. Track your competitors’ rankings for the same keyword set.

Each ranking position gets an average share of clicks, like position 1 getting roughly 27%.

This will help in estimating the traffic share per keyword.

Note: These benchmarks for organic search CTR shift over time. It’s also crucial to mention that organic CTRs have been declining as AI-generated answers absorb more clicks before users ever reach the results.

Multiply each keyword’s monthly search volume by the click-through rate for your ranking position to estimate your traffic for that duration.

Then, run the same calculation for each competitor.

Use this data to calculate your SoV.

Add up the estimated traffic across all keywords for each brand. Divide your total by the combined total for all tracked brands and multiply by 100.

This manual approach can be time-intensive, especially when tracking hundreds of keywords across multiple competitors.

Semrush handles this math automatically once you set up tracking correctly.

Go to Semrush Position Tracking and click “Create project.”

Enter your domain, target search engine, device type, and location.

The location setting matters for SoV tracking because search results vary by location.

If you set the location to the United States, but most of your customers are in New York, your SoV might look different than reality.

Pro tip: Start with country-level tracking to establish your baseline. Only segment by region later if local variations impact your business.

Then, click “Continue to Keywords” to manually add or import your keyword list.

Upload the CSV you made in Step 2 to preserve the data by cluster and funnel-stage categorization.

Then, press “Add keywords to campaign.”

Finally, click “Start Tracking” to begin data collection.

Once this setup is complete, Semrush starts collecting daily ranking data for every target keyword.

Check out the results in the “Share of Voice” tab under “Overview” in the Position Tracking dashboard.

Position Tracking – Backlinko – Share of Voice

You can also add up to four domains to see how you fare against others in the market.

Semrush tracks every brand’s rankings for your keyword set to aggregate the data into SoV percentages.

Important: While SoV is inherently relative and compares your visibility against others, who you choose as competitors shapes how you interpret your SoV.

Calculate AI Share of Voice

Your AI SoV shows how often LLMs cite your brand when answering questions in your category.

There’s no standardized way to manually measure AI SoV yet, but this two-step process gets you close:

Step 1: Run each prompt from your library through your AI tools of choice, such as ChatGPT, Claude, Google AI Mode, and any other AI tools your audience uses
Step 2: For each response, document every brand that appears — yours and your tracked competitors. Record whether each brand was mentioned, cited as a source, and whether the sentiment was positive, neutral, or negative.

Once you’ve tested all prompts, count how many times each brand appeared across all responses.

Divide each brand’s total mentions by the total number of prompts tested, and multiply by 100.

Keep in mind: This calculation gives you a directional read instead of a live metric. AI responses vary by session, phrasing, location, and platform. That’s why it’s important to test regularly and track trends over time.

Measuring AI SoV manually for 20 prompts across three platforms is doable. Doing it for hundreds of prompts while tracking how recommendations shift week over week isn’t.

That’s what Semrush’s AI Visibility Toolkit is built for.

Go to the Brand Performance report in Semrush’s AI Visibility Toolkit.

Enter your domain and click “Analyze.”

Pick an AI platform between ChatGPT, Google AI Mode, or Perplexity.

Switch among these tools to identify any significant gaps in platform-specific LLM visibility.

Once the report is generated, you’ll see a pie chart visualizing the distribution of SoV for your competitors.

The tool tests hundreds of prompts related to your category across ChatGPT, Google AI Mode, and Perplexity to measure your AI SoV.

For each prompt, it analyzes AI responses for:

Brand mentions: How often your brand appears in the answer
Citations: Whether the AI links to your content as a source
Context: Whether mentions are positive, neutral, or negative

It aggregates this data across all tested prompts to calculate your percentage of total visibility.

You’ll also find a section comparing each competitor against a set of business drivers specific to your industry.

These drivers are the most frequently mentioned topics for your category.

Use this data to identify clusters where you’re stronger and weaker than your competitors.

Interpreting SEO vs AI Share of Voice

SEO share of voice measures organic traffic while AI share of voice tracks LLM mentions and citations.

These might not always align.

You can have a strong organic share of voice (ranking on top for many keywords) but a weak AI SoV if LLMs don’t find your content credible.

And brands with more credible content can win a bigger slice of AI SoV even without much visibility in organic search.

Here’s a simple matrix to understand your data:

	High AI SoV	Low AI SoV
High SEO SoV	You dominate both traditional and AI search. Maintain content freshness and expand into adjacent topics to defend your position.	You rank well, but LLMs don’t cite you. Implement content chunking to optimize your content for AI search and create citable assets to create credibility that LLMs value.
Low SEO SoV	AI tools cite your content even though you don’t rank at the top on organic search. Improve SEO fundamentals, including title tags, internal linking, site speed, and keyword optimization.	Focus on depth over breadth. Create a definitive, well-researched content resource for every core cluster. This is a good start for building visibility on both traditional and AI search.

Dig deeper: Learn more about building visibility in AI search with LLM seeding.

Step 4: Establish Your Baseline and Track Trends

The final step is turning your SoV numbers into an ongoing tracking system that informs decisions.

Create a baseline dashboard to capture three levels of detail:

Overall metrics: Are you gaining or losing ground overall?
Topic cluster performance: Which topics need more investment?
Funnel stage breakdown: Where in the buyer journey are you least visible?

Here’s what this could look like for the project management software:

Once your baseline is locked in, set your tracking cadence strategically.

A monthly frequency allows you to spot trends without the need for reacting to noise.

With quarterly deep dives, you can:

Analyze cluster-specific performance in detail
Correlate SoV changes with past campaigns
Adjust resource allocation based on what’s working

This rhythm prevents you from chasing short-term variations and missing critical shifts that impact your category.

Pro tip: Set up notifications in Semrush Position Tracking to get real-time alerts. You’re notified when SoV drops more than a certain threshold in any core cluster.

How to Improve Share of Voice

Not every fluctuation in your SoV requires action.

Here’s how to strategically diagnose gaps in your SoV and prioritize the right tactics to fix them.

1. Close Visibility Gaps

Clusters with <10% SoV mean you’re almost invisible.

This is especially damaging in decision-stage queries.

If you have less than 10% visibility when buyers search “best project management software,” you’re not in their consideration set.

At the same time, look for opportunities where competitors dominate, but you can compete.

For example, if your project management tool serves creative agencies but you have zero visibility for “project management for creative teams,” that’s your opening.

Potential Solutions

Diagnose the cause:

Search your weak clusters and compare what ranks against what you have

Check if you lack topic coverage, content depth, or basic optimization

Look at which competitors dominate and what formats they use

Build topical authority for major business themes.

Create one pillar page with multiple supporting articles.

Build backlinks to your pillar content to establish visibility across every query in that cluster.

For example, if we learn that the project management software needs to gain decision-stage visibility, we could prioritize comparison content.

Build pages targeting “[Your Brand] vs [Competitor]” and category buyer’s guides.

2. Solve Efficiency Problems

Compare your SoV to actual traffic.

A cluster like “what is project management” might give you a high SoV.

But if only 1% of that traffic converts, you’re likely burning money on the wrong audience.

You’re winning visibility in areas that don’t drive business outcomes. And competitors are capturing high-intent buyers.

Potential Solutions

Diagnose the cause:

Check if you’re ranking for awareness content when you need decision-stage visibility

Look at your traffic-to-conversion ratio by cluster

Identify if your content attracts the wrong audience (students vs. buyers)

Reallocate resources to high-intent clusters.

Instead of producing more awareness content, shift the budget to bottom-of-funnel content.

This includes comparison pages, case studies, and ROI calculators that target buyers ready to evaluate solutions.

Update existing comparison pages with current data and competitive intelligence.

3. Address Competitive Threats

Keep tabs on competitors gaining ground in your strong clusters.

If a competitor gains over 5% SoV in your strong clusters, it’s an early sign that they’re targeting your territory.

That gap can widen unless you respond to maintain your market share.

Diagnose the cause:

Analyze what new content or tactics they launched

Check if they’re winning on review sites, community platforms, or organic search

Identify if they’re capturing a format you’re missing (video, podcasts, tools)

The fix depends on where your competitors are winning.

If competitors actively feature on review sites, optimize your profiles. Run campaigns to source reviews from happy customers.

If they’re visible on community platforms, proactively engage in communities like Reddit and Slack.

Prioritize Based on Effort vs. Impact

Not all gaps matter equally.

Focus on opportunities that will actually move your revenue pipeline.

Start with high-impact, low-effort wins. Then invest in high-effort moves that compound over time.

	High Impact	Low Impact
Low Effort	Optimize content ranking #5-10 Claim existing review site profiles Update comparison pages with current data Claim industry directory profiles	Minor content refreshes on supporting pages Social engagement in established channels Guest commenting on industry blogs Newsletter mentions in partner publications
High Effort	Build authority in community spaces (Reddit, forums) Create comprehensive hub content for weak clusters Earn citations from AI-referenced sources Develop thought leadership for industry publications	Content for saturated topics without authority Channels where your audience isn’t active Platforms AI tools rarely reference Keywords outside category relevance

Making SoV Your 2026 North Star

Share of voice captures how often you show up across the fragmented platforms where buyers make decisions.

Get started by measuring your current SoV across SEO and AI search with the steps in this guide.

Pick the gap that costs you the most revenue, and strategize the best ways to close it.

Next step: Build your AI optimization gameplan to capture visibility in the fastest-growing search channel.

The post How to Calculate Share of Voice (+ Why it Matters for SEO) appeared first on Backlinko.

Read more at Read More

Best Content Marketing Agencies of 2026

April 28, 2026/0 Comments/in Web Design/by Dubado Solutions

Key Takeaways

Content agencies often specialize in certain industries or subsets of content marketing, such as technical SEO or conversion-focused content.
Our list of some of the best content marketing brands in the business covers a range of services and specialties.
Check out their client lists and portfolios to see if their work aligns with your expectations and preferences.
Knowing what to look for in a content marketing company and the right questions to ask can help you identify the ones with the abilities and capacity to help you expand and improve your content strategy and reach your marketing goals.

The content world is changing, but people still know its value. A 2023 survey from the Content Marketing Institute showed that over three-fourths of marketers indicated that content marketing generates demand and leads.

This is no surprise when you realize 70 percent of people would prefer to learn about a company through an article rather than advertising.

Content marketing can generate huge amounts of traffic, leads, and sales for your business. If you’re a company looking to get started with content marketing, it can be tough to find the resources and expertise you need.

What kind of content do your customers want from you? Is that the same kind of content that creates revenue for your business? Today we’ll take a look at the best content marketing companies in the industry to help you answer those questions and more.

Agency	Best For	Ideal For	Notable Clients	Standout Approach
NP Digital	Immediate and consistent revenue growth	Broad (B2B, e-commerce, SaaS, finance)	CNN, Adobe, Western Union, SoFi	Revenue-focused content with technical SEO built into every campaign from the start
Seer Interactive	Big data search and content	Competitive industries like finance, banking, and mortgages	Asos, Intuit, SendGrid, Terminix	12,000GB proprietary data warehouse surfaces hidden customer trends competitors can’t see
Brainlabs	Technical SEO	Not specified	Formula 1, Estée Lauder, Capital One, Polaroid	Built on a team of mathematicians, scientists, and programmers driving data-backed automation and testing
Fractl	In-depth, research-heavy content	Research-intensive industries	Porch, Fanatics, Superdrug, Healthline	Research published in Harvard Business Review, The Economist, and the NYT, with a dedicated client growth division
Column Five	Data and content visualization	Not specified (broad enterprise client base)	Deloitte, JP Morgan, Dell, Harvard University	Visual storytelling specialists covering infographics, video, interactive motion graphics, and exhibition design
Single Grain	Conversion-driven content marketing	Businesses needing rapid turnaround or growth	Lyft, Warby Parker, Semrush, Nextiva	Entrepreneurial approach to flipping underperforming businesses through aggressive conversion optimization
The Content Bureau	B2B content marketing	Technology, venture capital, and financial sectors; global corporations	American Express, PayPal, Microsoft, Cisco	Woman-owned agency with 80 percent of staff at 10+ years tenure, offering premium, high-attention client service
Webprofits	Growing challenger brands	E-commerce, consumer, and retail brands scaling fast	Logitech, Philips, Nespresso, HP	“Fluid marketing” methodology blends digital strategy and performance marketing to find hidden growth opportunities
Siege Media	Scalable SEO content	Fortune 500 companies down to small startups	Zillow, Airbnb, TripAdvisor, Asana	Passive link generation through content, backed by a proprietary link management tool maintained monthly
Directive	Performance marketing for tech companies	Tech companies of all sizes	Amazon, Bill.com, Matillion, SentinelOne	Generated $10B+ in client revenue by acting as an embedded extension of in-house marketing teams

1. NP Digital – Best for Immediate and Consistent Revenue Growth

NP Digital is my content marketing company. We created NP Digital in 2017 to serve the millions of people who needed help with their content marketing to grow revenue.

Rankings are important, but many marketers still focus obsessively on keywords and content that doesn’t lead to revenue. I’ve always focused on helping readers build a business that generates traffic, leads, and, most importantly, revenue. So we have a big focus on developing high-quality content that ranks high and converts visitors into customers by aligning with user intent.

Today, we’re one of the top content marketing brands in the business. a powerhouse global agency with one of the top 100 blog destinations in the world.

Another thing that’s different about NP Digital is the fact that we incorporate technical SEO into our content marketing planning. SEO — technical, on-page, off-page, local, etc.— it’s always a package deal with content marketing. Our status as one of the top SEO agencies means you get the best of both worlds.

We stay on top of Google’s updates and algorithms and adjust our strategies accordingly. This means the content we create for our clients automatically performs well with Google. here’s no extra work required.

NP Digital is my way of helping everyone achieve the revenue and growth they deserve in their business.

NP Digital’s client list includes:

CNN
Adobe
Western Union
Brightside Health
SoFi
LiquidWeb
ConnectWise
ModKat

2. Seer Interactive – Best for Big Data Search and Content

Wil Reynolds founded Seer Interactive, which got its start as a search engine optimization company. What makes Seer one of the best content marketing companies on our list is its focus and emphasis on big data.

Using a combination of in-house and third-party tools, they’ve built a massive data warehouse with almost 12,000 gigabytes of data they can analyze to identify new, hidden, and unexpected customer trends.

If you’re in a competitive or cutthroat industry (e.g., finance, banking, or mortgages), this data is what you need to stay ahead of your competitors.

With Seer Interactive, their approach is SEO-heavy. That should be an important priority for every company, whether you’re big or small, but not every company is ready for Big Data.

Seer Interactive’s client list includes:

Asos
Intuit
SendGrid
Terminix
Think Company
Time Inc.

3. Brainlabs – Best for Technical SEO

Brainlabs was founded by Daniel Gilbert in 2012. Understanding that marketing was becoming all about data, he took the unusual tactic of hiring mathematicians, scientists and programmers to support automation and data-driven insights.

His approach paid off: Since 2020, the agency has expanded its services by acquiring other marketing companies, including the SEO-focused Distilled, a leader in the space.

Today Brainlabs is known as one of the top content marketing agencies for technical SEO and helping companies evolve in an increasingly competitive SEO landscape. They are constantly experimenting and testing to improve conversion rates.

Brainlabs’ client list includes:

Formula 1
Estée Lauder
Capital One
Polaroid

4. Fractl – Best for In-Depth, Research-Heavy Content

Fractl is a research-heavy, data-driven content marketing company. They’re focused on rapid, organic growth that’s driven by content marketing, data journalism, digital PR, and search engine optimization.

Research makes Fractl unique.

They’re always researching industry-related topics, and they share their understanding of the art and science behind newsworthy content. They share their research in top publications, leading market resources, scientific journals, and authoritative conferences around the world.

Their research has been published in MarketingProfs, TNW, The Economist, Time, the Harvard Business Review, the New York Times, Pub Con, and many other publications and journals.

If you’re in a research-heavy industry and you’re looking for a high-growth content marketing company, Fractl is a good choice. Aside from being one of the best content marketing brands, they’re one of the few companies that have a division dedicated to client growth.

Fractl’s client list includes:

Sapio
Porch
Fanatics
Travelmath
College Finance
Alcohol.org
NVISION
Superdrug

5. Column Five – Best for Data and Content Visualization

Column Five describes itself as a creative content agency. They’re primarily focused on the visual side of content marketing — storytelling, design, data visualization, video, interactive motion graphics, even exhibition design.

They are most known for their “child of the 90s” viral video on behalf of Internet Explorer, which launched their reputation as one of the best content marketing brands out there.

As a content creation company, Column Five is focused primarily on content strategy, content creation, and content distribution. They rely on a simultaneous mix of organic and paid distribution channels to draw attention to client content.

The company mantra is “the best story wins,” showing their commitment to developing great content that delivers big results. It specializes in content that is “inherently newsworthy,” making it more likely to get traffic, links, and media attention.

The Column Five client list includes:

Deloitte
Cornell University
Harvard University
J.P Morgan
MetLife
ASPCA
The World Bank
Charles Schwab
Dell
eBay
Bill & Melinda Gates Foundation
Zendesk

6. Single Grain – Best for Conversion-Driven Content Marketing

In 2014, entrepreneur and leading marketing expert Eric Siu made a big gamble. He bought a failing SEO agency for less than the cost of a cappuccino — $2. This wasn’t the first time he’d made a seemingly risky bet — in the past he led the growth strategy for an online education company when it had just a few months of cash left in the bank.

“A month into it, the CEO pulls me aside,” Siu recalls, “and he’s like, ‘Eric, you know, 48 people, their families, they’re riding on your shoulders right now, and if you can’t hit numbers in the next month, we’re gonna have to let you go.’”

Did I mention he was just 25 years old at the time?

Eric leveraged his marketing know-how and entrepreneurial outlook to turn Single Grain around and take it to where it is today: solidly among the ranks of the best content marketing brands out there.

Eric Siu and the Single Grain team can do for your business what they do best: turn it around. They know how to turn a faltering business into a successful one with an approach of optimizing for conversions and focusing on rapid growth.

Single Grain’s client list includes:

WineDeals
Nextiva
Peet’s Coffee
Semrush
Warby Parker
Crunchbase
Lyft

7. The Content Bureau – Best for B2B Content Marketing

The Content Bureau bills itself as a premier B2B content marketing company. This agency is woman-owned, 100 percent virtual, and their team is 90 percent female, of which a third are women of color. The Content Bureau focuses its attention on the technology, venture capital, and financial sectors, working almost exclusively with global corporations that rely on them year-round.

Many of their clients are long-term, stable clients who prefer their premium approach, exclusive attention, and veteran workforce; 80 percent of their team have been with The Content Bureau for 10+ years.

As an organization, they give their clients lots of handholding; they’re open and transparent with each of their clients, and they deliver amazing service with their extraordinary content.

The Content Bureau’s client list includes:

American Express
PayPal
Royal Bank of Canada
ADP
Unilever
Magento
Microsoft
Cisco
Atlassian

8. Webprofits – Best for Growing Brands

Webprofits is the content marketing and advertising company that was co-founded by Sujan Patel and Alex Cleanthous. Their company focuses on challenger brands in the e-commerce, consumer, and retail space that want to grow their business fast. They’ve refined their process based on real-life, in-the-trenches experience.

In fact, Patel doesn’t think of Web Profits as an agency. He calls it a marketing “hit squad,” a team of specialists who understand your business inside and out.

What makes Web Profits one of the top content marketing companies? They use a unique “fluid marketing” approach, which combines digital strategy with performance marketing. This enables its team of experts to identify hidden correlations and connections that can point to exciting opportunities for content marketing.

This makes the Web Profits team uniquely qualified to serve challenger brands that want to make a big impact.

Web Profits’ client list includes:

Logitech
Philips
Nespresso
Swarovski
HP
LG Electronics

9. Siege Media – Best for Scalable Content

Siege Media prides itself on taking a “scientific approach” to scaling SEO-focused content. The agency works with a wide range of companies, from established Fortune 500 businesses to small startups.

The focus of the business is on link-building. Siege Media creates content that serves as passive link generators, a tactic they say is more effective than manual outreach. Their formula results in high-impact content that produces instant results—and it’s a cost-efficient tactic, too.

Siege’s superpower is a proprietary solution for link management. Siege maintains the tool for its clients on a monthly basis, ensuring that websites are always aligned with overall goals and updates.

This commitment to innovation and leveraging technology for content marketing makes Siege one of the best content marketing companies for the future.

Siege Media’s client list includes:

Zillow
Quicken Loans
Inuit Mint
Shutterfly
Airbnb
Healthline
Casper
TripAdvisor
Asana
ZenDesk

10. Directive – Best for Performance Marketing for Tech Companies

CEO Garrett Mehrguth founded Directive when he was just 21, focusing on SEO. Today it works with some of the world’s most prominent tech companies, helping them become more discoverable in a dynamic and often challenging industry. Since its founding, it’s generated more than $10 billion in revenue.

The agency uses a unique data-driven methodology to generate quality leads organically across the marketing funnel. The team prefers to act as a partner rather than a vendor, serving as an extension of its clients’ in-house marketing teams.

Directive’s client list includes:

Amazon
Bill.com
Matillion
Sumo Logic
Eden Health
Vyond
Brooklyn Solarworks
ActivePDF
SentinelOne

4 Characteristics that Make a Great Content Marketing Company

A good content marketing company will have no problem demonstrating that they have the expertise and the resources they need to make your campaign a success. These are some qualities to expect in a high-quality content marketing agency.

1: A Stable Team of Content Creators

Content mills produce poorly written filler content that’s mainly written for search engines. Not only is that a short-sighted approach, but Google’s algorithm is more likely to ding sites that use it—especially now that it is incorporating AI.

The best content marketing companies have a roster of regular and consistent writers on their team. Stable writers are skilled at writing, grammar, logical consistency, and storytelling. These writers can draw your readers in, creating content that moves people towards a specific goal or objective that you have in mind.

These writers don’t need a lot of babysitting, and they’re able to figure things out, to a certain extent, on their own. They’re dependable, and they’re able to match your brand voice.

When you contact a content marketing company, you’ll want to ask them questions about how they run their business.

How many writers do you have on staff?
Are they freelance or W-2? Do you use a mix of both?
How many of your writers are full-time? Part-time?
How do you manage your team of writers?
How many years of experience does the average writer on your team have?

When you ask companies these questions, listen to their answers carefully. Look for any inconsistencies or red flags. If you spot any, bring them up immediately and ask for an answer.

2: Access to Publishers and Influencers

According to Derek Halpern, founder of Social Triggers, you should be spending 20 percent of your time on content creation and 80 percent of your time on content promotion. The content marketing companies you work with are no different. If you’re investing a significant amount of time and money in creating an amazing piece of content, you should be spending 4x as much time on promotion to make sure your target audience sees it.

When you’re working with a content marketing company, they should already have a list of influencers and publishers in their address book. They should also have strong connections and relationships with the right people, so they’re reasonably sure they can drive traffic to your content.

3: Specialized Knowledge About Your Industry

In an ideal world, your content marketing provider has a significant amount of experience in your space, or the ability to connect with experts who do. At a minimum, you’ll want to ensure that the content marketing company you choose can write credibly about the topics that are relevant to your business.

The more specialized the content, the more important these criteria are for your business.

Industries like healthcare, engineering, or finance require large amounts of specialized experience. It’s unrealistic to expect an inexperienced company to write credibly about a highly technical topic.

Specialization requires specialists. The more technical your business, the more important it is to hire a content marketing company with experience and expertise in your field.

4: Content Analysis and Measurement

When you’re investing in the services of a content marketing company, you’ll want to see the numbers. The agency should be able to provide you with a detailed breakdown that includes data outlining your performance as well as the KPIs, metrics, and sentiment surrounding your content.

This information should give you the answers to the following questions:

Does this content move us closer to our campaign goals?
Does this piece of content (e.g., blog post, whitepaper, e-book, infographic) lead to enough conversions?
How far are people reading into your content?
Where in our flywheel are we losing customers?
What do we need to change/optimize to improve our conversion rates?
Which content marketing opportunities are we missing, and where?

Creating content isn’t enough. The content marketing company you choose should provide you with the actionable data you need and a comprehensive strategy to create profitable content for your business.

What To Expect From a Great Content Marketing Company

Top content marketing agencies are able to get you up to speed on their processes and provide you with a consistent and comprehensive set of deliverables. These deliverables ensure that your content marketing campaigns stay on track and that you’re able to achieve the consistent results you need.

To do this, your content marketing provider should provide you with onboarding guidance and specific deliverables throughout the pre-launch, launch, and post-launch phases of your campaign. These should include:

Content samples demonstrating your knowledge and expertise
The information and materials (e.g., credentials, existing content) they need from you to get started
A statement of work and a list of deliverables (e.g., 14 2,500-word articles each month, edits included)
Their process (if they’re not working with you and yours)
Projected campaign milestones, timelines, and calendars
Your point-of-contact, including their name, and contact information
Hours of availability
The best way to communicate (e.g., Slack, email, phone, chat, or text)
Expectations from you
Their process, policies, and procedures
Analysis and reports, including business goals, objectives, KPIs, metrics, strategy, tactics, and risks
Content audits
Consistent updates on your campaign performance
Regular (weekly or monthly) calls to discuss performance
Consistently updated due dates and delivery timelines
Monthly debrief to discuss successes and failures

Here are some additional details you should also expect from your content marketing providers:

Good boundaries (including the ability to say no)
Prompt and clear feedback
Accurate information on various parts of your campaign, including financial, campaign, and performance data

The best content marketing companies ask a lot of questions. They make sure to provide you with the upfront information you need to vet their company and make an informed decision. Once you’ve decided to move forward, they ask you for all of the information and materials they’ll need to produce the results you want.

FAQs

What makes good content marketing?

Good content marketing is different for every business, but in general, it involves creating well-written content that provides valuable information for your target market. It also draws in qualified leads and converts them into customers at a rate that justifies your investment.

How do you track content marketing results?

Tracking content marketing results involves setting clear goals, identifying key performance indicators (KPIs) such as website traffic, inquiries, and conversion rates to use as metrics, and monitoring the results. Most content marketing agencies use analytics tools to track and measure results.

How do you optimize for content marketing?

Optimizing for content marketing involves several steps. First, research who your target audience is and their needs. This will guide you toward topics for content development that can answer their questions and provide valuable information. Incorporate SEO to ensure your content ranks high on search engine results pages and brings in organic traffic. Finally, analyze the results to refine content topics, formats, and overall strategy.

Which content marketing agency is best for B2B companies?

B2B companies should look for agencies that focus on long-form content, SEO, and lead generation. The best partners understand how to create content that nurtures prospects over time, not just drives traffic. Agencies with strong experience in SaaS or professional services tend to perform best here.

Which content marketing company is best for small businesses?

Small businesses need agencies that balance quality with cost. Look for teams that offer flexible packages or project-based work instead of large retainers. The goal is to get consistent, high-quality content without overcommitting your budget early on.

Which agency is best for SEO-driven content?

You want an agency that combines content creation with keyword research and technical SEO. Firms that focus heavily on search performance will build content designed to rank, not just read well. Check for proven results in organic traffic growth and rankings.

Should you hire a specialized content agency or a full-service marketing agency?

Specialized agencies go deeper into content strategy and production. Full-service agencies connect content to SEO, paid media, and conversion optimization, which can drive better overall results. If content is your main bottleneck, go specialized. If growth is the goal, full-service often wins.

How do you choose the right content marketing agency?

Start with their results. Look for case studies showing traffic growth, lead generation, or revenue impact. Then review their content quality and process. The best agencies have a clear system for research, creation, and optimization.

Conclusion

Content marketing produces more leads and revenue than traditional marketing methods. If you’re looking for a good content marketing company to help you get started, it can be tough. Use this list to identify the companies that are a good fit for your business.

With this post, you should have a pretty good idea of the questions to ask, what to expect, and how to select the right content marketing provider.

Invest the right amount of effort with the right company, and your content marketing will grow faster than you expect. It’s tough in the beginning, but it will take effort, push through, and keep creating really helpful content, even if it’s hard.

You’ll see consistent revenue growth once customers realize that you’re serious about helping them solve their problems. Content marketing is the best way to show them that you understand, and you can help. With this said, combining with other disciplines is the best way to unlock your content’s true potential. Check out my lists of the best CRO agencies and top social media agencies for more information.

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How to measure paid social’s impact on PPC

April 28, 2026/0 Comments/in Search Engine Land, Web Design News/by Dubado Solutions

If your paid social campaigns aren’t converting, you may be undervaluing their impact. Your brand’s exposure on social media can influence other parts of your marketing that platform metrics don’t capture.

Here’s how to design and measure a test to understand how paid social influences your other marketing channels, including PPC.

Step 1: Determine your hypothesis

Start with what you want to learn, then define a hypothesis you can realistically evaluate with your data.

For example, this is a common hypothesis for measuring paid search lift from social traffic:

Search lift hypothesis: Increasing spend on social media will increase brand search volume and overall PPC CTRs.
Logic:
- Social ads build brand awareness. As more people become familiar with our brand, they will search for it more often when making research and purchase decisions.
- As more people are exposed to our brand, they will increasingly click on our PPC ads regardless of their search term (i.e., increasing non-brand and brand CTRs).
- People exposed multiple times to our brand will have a higher trust factor in our products, and therefore, our conversion rates will increase.
Measurement:
- Impression and click volume for our branded terms.
- CTR changes for brand and non-brand terms.
- Conversion rate changes for brand and non-brand terms.

Your hypothesis could have a different scope, such as measuring paid and organic lift from social spend or an increase in direct traffic.

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Step 2: The test

The next step is to set up the test parameters. Generally, measuring before and after a change is a mistake, as seasonality or other factors can affect your test results.

The most common test setup is a geographic split. In this test, we’ll increase social spend for only a set of geographies. Then we’ll examine the PPC data for the geographies where we ran the test and compare them with areas where we did not.

As you choose geographies, you’ll want to control for other variables that may affect your test. Here are some common issues that companies have run into and need to control for in their tests and measurements:

You sponsor a sports team, and they’re playing during your test.
- If the game is regionally televised, this can dramatically affect your test results.
You’re running TV commercials in only certain regions.
You choose experimental geographies with many out-of-region commuters, such as New York City, and include New Jersey and Connecticut in your control group.
- In these instances, grouping a region and its surrounding commuter areas together, and placing other cities with similar characteristics, such as Chicago and Philadelphia, in a different group, can help balance these tests. (Note: in this example, we’re splitting New Jersey in half.)
Seasonal or local events. Large conferences, festivals, or major weather events can affect your data.

Your control and experimental groups should be statistically similar across factors such as income levels, and urban versus rural regions.

As you set up and measure your test, consider your budget. If you increase social spend and expect higher clicks and conversions for your PPC campaigns, ensure you have the budget to capture the increased demand.

Examine your impression share and impression share lost to budget before and after the test to ensure budget limits won’t severely impact your results.

Dig deeper: Why PPC tests in 2026 call for nuance, not winners

Step 3: The measurement

Measurement can go from very simple to extremely complex.

At a simple level, you can compare platform data to see how your data changed. In this case, a Google Ads report shows how pausing social spending and influencer campaigns across all social platforms (TikTok, LinkedIn, Facebook, YouTube, etc.) affects performance.

For this test, pausing social spending yielded mixed results for conversion rates. As brand searches decreased, conversion rates in some regions increased, while in others they fell.

However, what was consistent was a dramatic drop in conversions.

You can get more sophisticated in your testing. Depending on your analytics setup, some companies want to measure touchpoint differences for their conversions. Others will want to measure overlap rates between social and paid search visitors, or examine attribution touchpoints and models.

Before you set up your test, ensure you have the measurement capabilities needed to understand and interpret the results.

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Step 4: Evaluation beyond the test criteria

As you run various tests, you want to measure the results against your hypothesis. However, it’s useful to list other variables worth evaluating beyond your test criteria.

This is where search consoles, analytics tools, CRM, internal data, and even the paid and organic report can come into play.

In one example, a company was running a test to see whether pausing several advertising channels, from social media to TV ads, would dramatically change its brand search volume. They hypothesized that their brand was so well known in the marketplace that they could cut back on several forms of brand advertising and reallocate that budget to other channels and non-brand advertising.

While the simple paid and organic report in Google Ads won’t tell you the full story about in-store revenue and direct traffic changes, it can serve as a signal to form an overall picture of a very complex test.

They had recently launched a new product line, and that line continued to see a large increase in traffic during the test. However, their most common brand terms saw significant declines from the test. This was a year-over-year comparison across a set of geographies, rather than a period-to-period comparison, to help correct for the increase in holiday traffic that would have occurred during the previous period.

The results were by far the most dramatic I’ve ever seen in this type of test, to the point it was clear other variables had to be in play that could affect the test.

This takes you to the sniff test. Rely on your experience with data to make common sense adjustments. If you look at the data and it just doesn’t seem right, ask yourself whether this makes sense, if it’s a math quirk (common with low data), or if other unforeseen variables are in play.

In this example, no one believed the results should be this dramatic. The company stopped running the test and began an internal evaluation of its organic presence, including Google’s recent updates, changes to AI Overviews, AI engagement, and other factors affecting its web presence beyond its usual marketing channels.

Dig deeper: Are your PPC ads still authentic in the age of AI creative?

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What to do with your social impact tests

The test setup is simple:

Determine your hypothesis.
Decide how you will test. The easiest setup is a geographic split.
Make sure you can measure the results.
Launch the tests.
Evaluate the metrics for your hypothesis.
Examine other metrics for insight or additional testing ideas.

For some companies, Facebook and other social channels are their top conversion channels, and these tests won’t be applicable. For others, social media advertising results often look poor when evaluated in isolation.

In these examples, the companies were already running many social media campaigns, so the test was to reduce social media spend. If you don’t run much social media, your test will be to increase your social media spend to see how it affects your data.

I’ve seen a lot of these tests, and the results are highly inconsistent across companies. Many companies will increase their social media spend and see little change in their data. Others will increase their spend and see a nice lift in overall performance. These are tests you need to run yourself, as your results will vary by company.

Running geographic split tests in your social media campaigns and then measuring the results on paid or organic search traffic can give you insights into how to leverage social media campaigns for other marketing channels.

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YouTube testing new search experience, Ask YouTube

April 28, 2026/0 Comments/in Search Engine Land, Web Design News/by Dubado Solutions

Google announced they are testing a new “conversational search experience to complement how you already search on YouTube.” It is called “Ask YouTube” and it lets you “dive deeper into the topics you’re curious about in a more interactive way,” Dave from YouTube wrote.

What it looks like. Here is a GIF of it in action:

How can I try it. If you want to try it out, you can go to youtube.com/new and try to opt into it.

This experiment is currently available for YouTube Premium members 18+ in the US who opt-in. Google is working on expanding the experiment to non-Premium users in the future.

What it does. Dave from YouTube posted this example:

“If you’re in the experiment, you can try it out by selecting “Ask YouTube” in the search bar. For example, you can ask for help planning a 3-day road trip from San Francisco to Santa Barbara, and you’ll get a structured, step-by-step itinerary instead of a list of videos. The response will bring together a new mix of long-form videos, Shorts, and informative text featuring local tips and must-see stops. You can ask follow-up questions like, “where can I find good coffee?” to explore local spots along your route. We’ll surface videos and relevant video segments, accompanied by their titles and channel details, to make it easy to discover new creators and jump into the most helpful content from your search.”

Why we care. AI search is creeping into every search interface across Google’s properties. YouTube is no exception. Expect more and more AI search experiences in more Google surfaces and expect them to change and adapt over time.

You can find more coverage of this across Techmeme.

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Where PPC and SEO teams lose control in branded search by Bluepear

April 28, 2026/0 Comments/in Search Engine Land, Web Design News/by Dubado Solutions

Branded search is often treated as predictable and easy to manage. In practice, it isn’t.

PPC teams see rising CPC on brand terms. SEO teams see declining branded CTR, even when rankings hold. These issues are usually investigated separately, with different dashboards, hypotheses, and fixes.

Both signals often stem from changes within a single SERP. What look like two separate problems are, in reality, one shared environment reacting to shifts in competition and visibility.

The issue isn’t a lack of data. Most teams already have basic reports and brand monitoring tools, including PPC and SEO platforms. The problem is how the data is used.

To understand what’s happening in branded search, teams must manually piece signals together. This takes time, doesn’t scale, and delays decisions.

Here’s why that fragmentation is harmful and what to do about it.

What’s actually happening in branded search

Branded search is often described in terms of channels — paid and organic. For users, that distinction doesn’t exist.

A single SERP brings together multiple layers:

PPC ads
Competitor ads or comparison pages
Organic results, including brand-owned pages
Affiliate listings promoting the same brand
Review platforms and aggregators

All of these elements appear at once, within the same decision-making space.

From a SERP analysis perspective, this isn’t a set of isolated placements. It’s a dynamic environment where each element influences the others. A competitor ad above your organic result can reduce CTR. An affiliate listing can compete with your paid campaign. A review page can shift user intent before a click.

In practice, this creates a mismatch.

For users, branded search is a single page. Inside the company, it’s split across workflows and handled by different functions.

PPC focuses on bids and efficiency. SEO focuses on rankings and organic traffic. Affiliate activity is often tracked separately, if at all. Competitor tracking may exist, but usually within a single channel. The result is a fragmented view of what is, in practice, a shared space.

Understanding what’s happening in branded search often requires manual effort. The data is there, but building a complete, up-to-date view of the SERP on a regular basis is time-consuming and hard to scale. That makes it difficult to understand how these elements interact — and even harder to respond to changes as they happen.

What PPC teams see (and often miss)

From a PPC perspective, teams focus on these signals:

Brand CPC starts to rise.
More players appear in the auction.
Branded campaigns become less efficient over time.

At first glance, this suggests increased competition. The typical response is to adjust bids, defend impression share, or refine targeting. All of it makes sense within paid media.

But this is where context changes everything.

What PPC teams don’t always see is who’s driving that competition.

Not every new entrant in the auction is a direct competitor. Often, it’s affiliate activity — partners bidding on branded terms outside agreed-upon rules. Without deeper competitor tracking, these cases can look identical while requiring different actions.

There’s also the organic layer. Changes in SERP structure — more ads, different layouts, stronger third-party rankings — can directly affect paid performance. Even if the campaign setup stays the same, the environment shifts. Without ongoing SERP analysis, these changes are easy to miss.

In many cases, brands aren’t just competing with others — they’re competing with themselves. Over 40% of advertised pages already rank #1 organically (Ahrefs, 2025).

PPC teams rarely see the full page in context. They see auction data, metrics, and reports — but not always how their ads appear alongside organic results, affiliates, and other placements in real time.

But beyond missing context, there’s a more practical limitation.

Ad platform reporting rarely explains what changed. It shows performance shifts — but not how the SERP looked to users, who appeared alongside the ad, or how placements were arranged.

This creates a gap.

Competitor tracking without context doesn’t explain the situation — it only signals change. Without broader SERP-level brand monitoring, PPC teams often optimize on partial visibility, reacting to symptoms while the root cause must be reconstructed manually.

What SEO teams see (and often miss)

From the SEO side, branded search issues tend to surface differently.

The most common signals look like this:

Branded CTR starts to decline.
Rankings remain stable, often still in top positions.
SERP appearance shifts — new elements, richer features, or different page layouts.

On the surface, it looks like an SEO problem. The natural response is to review snippets, adjust metadata, or check for technical or content issues.

But in many cases, performance drops aren’t driven solely by SEO factors.

SEO teams generally know that paid activity, competitors, and affiliates can influence branded search. The challenge isn’t awareness — it’s consistent visibility over time.

To understand what changed, teams need to see how the SERP looked at a specific moment:

Which ads appeared and where.
Whether competitors or affiliates were present.
How organic results were positioned in context.

This isn’t what standard SEO workflows are built for. Teams often have to manually check results, compare snapshots across tools, or rely on incomplete data.

Then there’s the SERP itself. Modern branded SERPs aren’t static. Layout changes, added modules, and mixed result types can significantly affect click behavior.

Without consistent SERP analysis, it’s hard to isolate the cause. As a result, SEO teams may keep optimizing — and see no stable results.

Why PPC and SEO issues are actually connected

At a glance, PPC and SEO issues in branded search may look unrelated — different metrics, dashboards, and teams. But when you look at the SERP as a whole, the connection is hard to ignore.

Studies show this overlap isn’t an edge case. Nearly 38% of websites advertise on keywords where they already rank in the top 10 organically (Ahrefs, 2025). In branded search, the overlap is even higher.

That means both channels operate in the same environment — and compete for the same user attention.

Changes within that environment rarely affect just one side:

Increased ad presence can push organic listings lower or draw clicks away.
Aggressive bidding (from competitors or affiliates) can raise CPC while also reducing organic search visibility.
New entrants in the SERP can affect both paid efficiency and organic CTR simultaneously.

In this context, it’s not unusual for PPC performance to decline while SEO metrics shift in parallel. These aren’t isolated issues — they’re different reflections of the same underlying change. Yet they’re rarely analyzed together.

The real problem isn’t visibility — it’s fragmentation.

Most teams already have access to data. Specialized tools make SERP analysis, competitor tracking, and brand monitoring possible. The limitation isn’t what can be seen, but how it’s used.

PPC and SEO operate in separate systems — different platforms and reporting environments, KPIs, and workflows. To understand what changed in branded search, teams must align manually by comparing reports, checking SERPs, validating assumptions, and sharing findings across functions.

As a result, insights are delayed, alignment lags behind SERP changes, and decisions are made with incomplete or outdated context.

How to improve branded search performance

Most teams don’t miss the signals — a spike in CPC, a drop in CTR, unexpected competitors in the auction. These changes rarely go unnoticed. The challenge comes next: confirming what happened and deciding how to respond.

This is where branded search performance slows. Teams dig through separate reports, trying to reconstruct what the SERP looked like at a specific moment. By the time the picture is clear — if it ever is — the window to react has already passed.

Improving performance here isn’t about adding more data. It’s about changing how it’s collected and used.

With the right setup, SERP analysis becomes continuous instead of manual. Changes in branded search are captured automatically, including competitor and affiliate activity that might otherwise require manual checks, post-fact validation, or go unnoticed.

Tools for branded search monitoring such as Bluepear provide:

Unified look on SERP in a specific moment.
Automated alerts when meaningful changes occur.
Pre-collected, timestamped evidence that removes the need to manually gather screenshots or reconstruct past states.

Instead of spending time collecting screenshots, comparing reports, and reconstructing what happened, the information is already structured.

This shifts the process from reactive to operational. Instead of investigating issues after the fact, teams receive a clear signal or a complete case.

This creates a reliable record of what actually happened:

When a new player entered the SERP.
How placements shifted over time.
Where potential violations or conflicts appeared.

Instead of scattered evidence and manual reconstruction, teams get structured, ready-to-use context.

Reporting becomes simpler. Insights can be shared across PPC, SEO, and affiliate teams without rebuilding context each time, reducing internal alignment time. Most importantly, decisions can be made faster.

With Bluepear, brand monitoring and competitor tracking become continuous. Teams receive structured signals instead of raw fragments and can act without rebuilding the situation from scratch.

To see how Bluepear can improve your workflow, create an account and start your free trial.

Final takeaways

PPC and SEO teams don’t lack data — they interpret different signals from the same SERP. But these signals are connected. They’re shaped by the same changes in the search environment, even if they appear in different reports.

When SERP analysis is fragmented, it’s harder to see the full picture — and even harder to act quickly.

What makes the difference is not more data, but better coordination:

Continuous brand monitoring instead of occasional checks.
Shared visibility across PPC, SEO, and affiliate teams.
A consistent view of the SERP, not separate channel reports.

When branded search is managed holistically, teams don’t just react to performance changes — they understand what drives them and respond with clarity.

To simplify how your team tracks and responds to branded search changes, start using Bluepear to automate monitoring, capture SERP changes, and centralize evidence in one place.

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How to Build Location Pages That Rank, Convert, and Get Cited

April 26, 2026/0 Comments/in Web Design News/by Dubado Solutions

Most location pages fail for one of two reasons: They’re too thin (just an address and phone number) or too generic (the same template with city names swapped out).

Google sees through both. So does ChatGPT.

But here’s what a good location page can do:

Rank in organic search
Link from your Google Business Profile (GBP)
Get cited in AI answers
Serve as a landing page for ads
Convert visitors into leads

One page, five jobs.

Most location pages do none of this.

They just sit there. Technically live, technically indexed, technically doing nothing.

I’ve built location pages for HVAC companies, electricians, painters, funeral homes, and more across dozens of markets.

The ones that rank fast — sometimes within 48 hours — aren’t longer or stuffed with more keywords.

They’re built for how customers actually interact with that business.

In this guide, I’ll show you exactly how to build location pages that work for your business model. Whether you have 3 locations or 300, physical storefronts or service areas.

You’ll get two plug-and-play templates, ranking tactics, and strategies for showing up when someone asks an AI “best [your service] in [city].”

Two Types of Location Pages (and When You Need Each)

Before you build anything, you need to know which type of location page you’re creating.

Get this wrong, and you’ll confuse users, Google, and AI systems.

For example: A bank branch in Philadelphia needs a completely different page than an HVAC company serving Philadelphia from 30 miles away.

Take Bank of America’s Philadelphia branch.

The page shows exactly what someone needs to visit: full address, hours, parking, what to expect when they walk in.

Bank of America – Financial centers Philadelphia

Now compare that to Sila, an HVAC company serving Southeastern Pennsylvania.

They don’t have an office in Philadelphia. But their page proves they cover the area and gives customers confidence to call them.

Physical Location Pages

Creating location-specific pages is how you convert local searches to foot traffic.

What it is: A page for a place customers actually visit
Examples: Bank branches, retail stores, medical offices, restaurants, walk-in clinics
User intent: Directions, hours, parking, what to expect when they arrive
Key signal: You have a real address where customers walk in

Merit Dental’s Sandusky location shows exactly what visitors need: address, hours, map, and a photo of the actual building.

Everything invites you to visit.

Service Area Pages

Service area pages are how you dominate search in 50 towns without opening 50 offices.

What it is: A page for a geographic area you serve, but don’t have a physical presence in
Examples:
- Mobile/field services: HVAC, plumbing, electrical, painting
- Brick-and-mortar with regional draw: Chiropractors, dentists, urgent care
User intent: Proof you serve their area, credibility, why they should choose you
Key signal: You want visibility in this area but have no physical address there

Infinity Roofer travels to customers across the Denver metro, so their service area page focuses on building credibility through local expertise (mentioning “Denver’s infamous hailstorms”).

Note: Neighborhood pages (e.g., “Electrician in South Philadelphia”) are a more granular version of service area pages. Same approach, tighter geographic focus.

But service area pages aren’t just for businesses that come to you.

Brick-and-mortar locations should use them too when they draw customers from surrounding towns.

For example, Centre for Healing Arts is based in Limerick, Pennsylvania. But they created this service area page for Pottstown, just 7 miles away.

How They Work Together

Many businesses need both.

For example:

McCafferty Funeral & Cremation Inc. has two physical offices: Philadelphia and New Hope, Pennsylvania.

They also serve families in surrounding communities like Lambertville, New Jersey (just 2 miles from their New Hope location).

They need physical location pages for their two offices and service area pages for nearby towns like Lambertville where they don’t have a physical presence.

To make this structure work, link them strategically.

Service area pages link to your nearest physical location. Physical location pages link out to the service areas they cover.

This creates a clear hierarchy for users and search engines.

How to Make Your Location Pages Perform

Whether you’re optimizing for organic rankings, AI citations, paid traffic, or conversions, the same core principles apply.

Match Searcher Intent

Does your page match what someone searching “[service] in [city]” actually wants?

Physical location searchers are often looking for logistics. Hours, directions, parking, what to expect when they visit.

Grand Central Bakery – Multnomah Village

Service area searchers want proof you serve their region and reasons to choose you.

Mismatch = bounce.

Add Real Local Value (Not Just City Name Swaps)

This is where most location landing pages fail.

Swapping city names isn’t unique. Google knows.

Check out these near-identical pages from an HVAC company in Tucson, Arizona.

Real local value means neighborhood-specific details, regional challenges, and local expertise you can’t copy-paste.

For example, Wade Paint Co’s Sullivan’s Island house painting page includes FAQs about historic preservation requirements.

These are concerns unique to this barrier island’s homes.

Or Bill Joplin’s Plano HVAC page, which discusses how Plano’s climate and types of homes affect system sizing.

Details only someone actually working in that market would know.

Right-Size Your Content Depth

Not every location page needs 2,000 words.

But major purchases like home remodeling, medical procedures, or legal services typically require extensive information.

Why?

Because customers are investing significant time and money.

Check out this service area page from Assembly Squad Remodeling, a bathroom contractor.

It addresses different Chicago building types, the specific challenges of each, even pricing ranges for various project scopes.

Assembly Service IL – Bathroom remodeling Chicago

Low-consideration pages can be leaner. Like this laundromat location page in Indianapolis, Indiana.

Consideration isn’t the only factor in determining page depth.

Competitive markets require more content to differentiate. Less competitive markets can get away with less.

So, match your page’s depth to what the decision actually requires.

Consider Authority

Domain authority matters, but it’s not everything.

I’ve ranked service area pages on domains with Authority Scores (AS) of 20-30 in as little as 48 hours.

Sometimes, in even less time.

With even lower Authority Scores.

Domain Overview – Rapid Air HVAC – Authority Score

How?

I focused on building pages around searcher intent.

In my experience, a well-built location page on a smaller site can beat a thin page on a high-authority domain.

Like how this local painting company is outranking CertaPro Painters, a national franchise. As well as Yelp.

Structure for AI and Search Engines

Schema markup is table stakes. You need LocalBusiness, FAQPage, and Review at minimum.

Google – Rich Results Test – Schema items

Scannable sections with descriptive headings help crawlers, AI systems, and humans find what they need fast.

Optimize for Each Channel

The core factors above apply everywhere. But each channel rewards certain elements more than others.

Organic Rankings

The more comprehensive your content, the better it ranks.

Answer questions competitors ignore. Address objections before users have to ask.

You still need keywords, too. Naturally integrated in your title, headings, and body content.

Just don’t stuff “[city] [service]” in every sentence:

Local backlinks to that specific location page signal you’re actually relevant to that area.

Get mentioned by local chambers, news sites, neighborhood blogs, industry directories.

Real images make a difference, too.

Photos of your actual location, your team, or projects you’ve completed.

Stock photos just won’t cut it.

AI Citations

When someone asks Google AI Mode, ChatGPT, or Perplexity for local recommendations, will your business show up?

Third-party “best of” features increase your citation chances significantly.

When you’re mentioned on local roundups, listicles, or “top 10” posts, AI systems are more likely to reference you. They trust these aggregated sources.

Comparison tables also make it easy for AI to pull and cite your content.

Format your information so it’s scannable. Pricing breakdowns, service comparisons, coverage areas. AI loves data it can parse quickly.

FAQ sections with clear question headers work because large language models (LLMs) are trained in part on Q&A content.

Write your questions the way people actually ask them. Then, answer them directly.

Orange Pestaz – Apache Junction spider control

Structure your content the way these systems are trained to consume information, and you’re more likely to get cited.

Experiment: What AI actually cites for local queries

I tested 30 “best [service] in [city]” queries across Google AI Mode, ChatGPT, and Perplexity. Then, cataloged every source in their citation panels — 725 citations total.

Each platform told a completely different story.

What AI platforms cite for local business queries

Google AI Mode leaned heavily on Yelp listings (32%) and Reddit threads (30%). Community discussions and review platforms drove the majority of its citations.

ChatGPT favored editorial “best of” lists more than any other platform — 22% of its citations came from third-party roundups. Getting featured in a local magazine’s “Top 10” list matters here.

Perplexity was the outlier. It cited business websites directly 73% of the time — including location pages. Strong site content gets found.

The takeaway: each platform pulls from a different layer of the web.

Yelp profiles and Reddit mentions for Google AI Mode. Editorial roundups for ChatGPT. Your own site for Perplexity.[/largequote]

Paid Landing Pages

If you’re running Google Ads for local services, your location pages make perfect landing pages.

But only if you get the messaging right.

Your ad says “24/7 Emergency Plumber in Orange County”?

That exact promise needs to be the first thing someone sees when they land on the page.

Not buried in the third paragraph. Not implied. Right there in the headline.

Cyclone Plumbing USA – Emergency plumber in Orange County

When your landing page headline matches your ad copy, Google sees a better user experience.

That improves your Quality Score and lowers your cost per click (CPC).

Specificity matters too.

If your ad targets “Landscaping Denver,” don’t send them to a service area page for all of Colorado.

Send them to your Denver-specific page with Denver details, Denver reviews, Denver project photos.

Bottom line: Generic landing pages bleed money. Location-specific ones convert higher and cost less.

Pro tip: The goal here isn’t just to rank — it’s to take up as much search engine results page (SERP) real estate as possible.

With the right setup, your brand can appear three times in a single SERP: your GBP in the map pack, your location page in organic results, and your PPC ad at the top (all using that same location page).

When someone sees your brand multiple times on the same SERP, you get instant credibility. And, it can boost your click-through rates (CTRs).

Most businesses treat these as separate channels. Smart ones use location pages to connect them all.

Template 1: Physical Location Page

Use this template when customers come to you: a storefront, office, branch, restaurant, or clinic they physically visit.

Core Modules

Hero section (business name, location, primary CTA, contact form)
Address & directions (full address, embedded map, parking/accessibility details)
Hours of operation
What to expect when you visit
Services offered at this location
Photos of the location (interior, exterior, team, waiting area)
Credibility & trust signals (industry associations, BBB accreditation, certifications)
Special offers for this location
Reviews & testimonials (prioritize from customers who actually visited this location)
Links to other physical locations
Contact info & CTA

Depth Modules

These separate pages that rank from pages that don’t.

Competitive markets and high-stakes services (medical, legal, home remodeling) need most or all of these. Less competitive markets can use fewer.

Hyperlocal Content

This is where you show you actually operate in this neighborhood.

Talk about the area’s vibe, nearby landmarks people know, and transit options.

Cover parking situations and accessibility details customers care about.

The goal is to paint a picture of what it’s like to visit you here — with details only someone who actually works in this neighborhood would know.

Extended FAQs

Go beyond the basics like hours and directions.

Answer questions about the visit itself: “Is there parking?” “How long is the wait?” “Can I walk in or do I need an appointment?”

Experience Chiropractic – What to expect

Address common queries about payment options: “What insurance do you accept?” “Do you offer payment plans?”

Include neighborhood-specific questions like “Are you near [landmark]?” or “Do you serve customers from [adjacent area]?”

Structure these FAQs with clear question headers so AI systems can parse and cite them easily.

Team/Staff

If customers interact with specific staff at this location, introduce them.

Not generic corporate bios. Actual people who work here. Headshots, credentials, specialties.

For professional services like medical, legal, and financial, this builds significant trust.

Community Involvement

If you sponsor local teams, partner with neighborhood businesses, or support area charities, highlight it here.

“We proudly sponsor the South Charleston Little League” proves you’re part of the community, not just operating there for profit.

Template 2: Service Area Page

Use this template when you serve an area but don’t have a physical presence there.

This covers both:

Mobile services (you go to customers)
Brick-and-mortar businesses drawing from surrounding towns (they come to you, but your office isn’t in their area).

Core Modules

Hero section (service + location, primary CTA, contact form)
Services offered in this area
Special offers for this area
Photos showing your work in this area (or team working in similar neighborhoods)
Credibility & trust signals (industry associations, certifications, years serving this area)
Reviews & testimonials (prioritize reviews from customers in this specific area)
Link to nearest physical location (if applicable “We’re based 15 minutes away in [city]”)
Contact info & CTA

Depth Modules

Here’s how you build a service area page that actually competes. The more competitive your market, the more of these modules you’ll need.

Hyperlocal Content

Show you actually understand this area’s unique challenges.

Maybe you’re a pest control company that can speak intelligently about termite pressure zones in the Southeast.

Or, a pool service that addresses the hard water issues Arizona homeowners deal with constantly.

The more specific you get about problems only someone working in this market would recognize, the harder you are to compete with.

Previous Work in Area

Prove you actually serve this geography with specifics.

We’ve completed 180+ pool installations in Scottsdale over the last 4 years.”

Then, add examples. “Last summer we built three saltwater pools in the DC Ranch community during that record-breaking heat wave.”

Before/after photos from local projects work here, too. Real numbers and real examples beat vague claims every time.

Extended FAQs

Service area pages need to answer two types of questions: Can you actually help me, and do you understand what makes my area different?

Answer service logistics questions like “Do you service [specific neighborhood]?” or “How quickly can you get here?”

Address technical questions tied to local conditions like “Do I need a permit for AC replacement in [city]?” or “What foundation issues are common in this area?”

Write your questions the way people actually ask them. Then, answer them directly.

Scaling for Enterprise

Everything above works whether you have 5 locations or 500.

But at scale, new challenges emerge.

Lock Down Brand Standards

Centralized templates prevent local teams from going rogue.

Define what’s editable (local details, testimonials, staff bios) versus what’s locked (brand messaging, legal disclaimers, core service descriptions).

Create a style guide specifically for location pages.

Build approval workflows for new pages or major edits so you catch problems before they go live.

Avoid the Duplicate Content Trap

The biggest risk at scale is 50 pages that look identical with city names swapped.

Each page needs genuinely unique content — not just find-and-replace.

Like these examples from Public Storage.

They stay unique by tying each page to real places and explaining the specific storage needs that come with living there.

Audit regularly for pages that are too similar. Remember that thin pages hurt your entire domain, not just that one page.

Choose Your Content Team Structure

Centralized teams give you more control and consistency but less local flavor.

Local teams create more authentic, hyperlocal content but are harder to manage for quality.

The hybrid approach usually works best: The central team owns templates and core messaging; local teams add hyperlocal details and testimonials.

Clear ownership prevents pages from going stale.

Connecting Physical Locations to Service Areas

If you have three offices serving 50 towns, your structure matters.

This avoids confusion for users and search engines while signaling which pages matter most.

Build Neighborhood Pages That Don’t Suck

Don’t create neighborhood pages for every ZIP code.

Prioritize competitive markets, areas with genuine search volume, and places where you have real hyperlocal expertise.

Thin neighborhood pages hurt more than they help. Ten strong neighborhood pages beat 100 weak ones.

Audit and Fix Underperformers

Monitor your location pages’ SEO performance to spot underperformers.

Run regular audits for thin content, outdated information, and broken links.

Set a refresh cadence: quarterly reviews at minimum. Kill pages that aren’t earning traffic or conversions.

Set Up Your Production System

Use CMS templates that enforce your structure.

At my agency, we use WordPress with custom templates to ensure consistency across all location pages.

You also want to track all location pages in a spreadsheet or database with URLs, last updated dates, and performance metrics.

Set automated alerts for pages that haven’t been touched in 6+ months.

Programmatic approaches can work if you have genuinely unique data for each page. For example, a brand like Expedia pulling real hotels, prices, and reviews.

But if you’re just swapping city names, you’re creating thin content at scale. In that case, build fewer pages manually with real depth.

Start Small, Scale Smart

Start with one page.

Pick your highest-priority location or service area and build it using the templates above.

Don’t try to launch 50 pages at once.

Get that first page ranking, converting, and getting cited by AI. Then, use it as your model for the rest.

Remember: One well-built location page can do the work of five different marketing assets.

But most businesses will never build pages this detailed. That’s your advantage.

Need help managing location pages at scale?

Our guide to multi-location SEO shows you how to optimize GBPs, track citations, and coordinate review strategies across every location without losing your mind.

The post How to Build Location Pages That Rank, Convert, and Get Cited appeared first on Backlinko.

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SEO 101: Basics for 2026

April 23, 2026/0 Comments/in Web Design/by Dubado Solutions

Key Takeaways

SEO fundamentals don’t require a lot of technical expertise. Even beginners can get results by starting with keyword research, then building content quality and site structure around what they find.
Strong SEO and AI visibility are built on the same principles. Authoritative content and a clear site structure help you rank in traditional search and get cited in AI-generated answers.
User experience directly affects SEO. Page speed, mobile optimization, and easy navigation are confirmed Google ranking factors.
Links from high-authority sites signal trust to search engines and AI systems alike. Quality always beats quantity when building your backlink profile.

Search engine optimization (SEO) remains one of the most reliable ways to drive consistent, targeted traffic to your site.

That hasn’t changed.

What has changed, though, is the environment in which it operates.

The difference now is that strong SEO doesn’t just help you rank on Google. It positions your content to be cited by the AI systems that increasingly shape what users see first.

This guide covers the SEO basics you need to build a foundation that holds up in both traditional and AI-driven search. If you’re new to SEO or tightening up an existing strategy, this is the right place to start.

SEO stands for search engine optimization. It’s how you get your website to show up when people search for what you offer.

More specifically, it’s the process of improving your site’s performance, authority, and structure to rank higher in search engine results pages (SERPs), including the AI Overviews (AIOs) that now sit at the top of many results pages.

Google search results page showing an AI Overview answer

Google gets more than 80 billion visits every month. That’s a lot of potential customers, but modern digital marketers have to consider more than Google alone.

Social SEO’s potential to reach new customers is off the charts, too. Nearly half of consumers use TikTok as a search engine, and more and more people (Gen Zers, in particular) use social platforms like YouTube and Instagram to find content that answers their questions.

Visibility on those platforms (and in AI systems) follows many of the same principles of traditional SEO: authoritative content, clear structure, and direct relevance to what people are actually asking.

The same is true for AI systems. Well-structured, credible content is what earns citations in AI Overviews and social search alike.

Why Is SEO Important?

AI taking up more SERP real estate doesn’t change the fundamentals of your marketing strategy.

The best way to reach and convert your target audience is to focus on the keywords they’re most likely to search for and the intent behind those searches. Those fundamentals hold true across both traditional blue links and AI-generated answers citing your content.

According to seoClarity’s analysis of 432,000 keywords, 97 percent of AI Overviews cite at least one source from the top 20 organic results, proving ranking well is a reliable path to AI visibility.

If that tells us anything, it’s that ranking well in traditional search and earning visibility in AI-generated answers are built on the same foundation.

That foundation is helpful content built around Google’s experience, expertise, authoritativeness, and trust (E-E-A-T) framework. It applies just as directly to AI visibility as it does to traditional rankings.

The businesses writing off SEO as dead are the ones that will fall behind.

How AI SEO Works

AI SEO shares the same foundation as traditional SEO, but they serve different purposes.

Traditional SEO earns you visibility in organic SERP links. AI SEO earns you citations inside the AI-generated answers that now sit above them.

Here’s how the two compare at a high level:

	Traditional SEO	AI SEO
Primary goal	Rank in organic search results	Get cited in AI-generated answers
Key signals	Keywords, backlinks, on-page optimization	E-E-A-T, brand mentions, structured data, topical authority
Content format	Keyword-optimized, intent-matched	Clear structure and direct answers, ideally in FAQ format
Success metrics	Rankings, organic traffic, click-through rate (CTR)	AI citations, brand mentions, share of voice
Technical foundation	Crawlability, site speed, HTTPS, mobile	Same, plus schema markup and structured data

Strong SEO basics build the infrastructure that AI systems draw on when deciding what to cite.

Nail the basics, and you’re not just competing for blue links. You’re competing for the answer, too.

Setting Yourself Up for SEO Success

Before getting into the SEO basics, make sure you have the right foundations in place.

Your domain name matters more than people think. Something straightforward and related to your business will perform better in search. A .com extension is the gold standard, but .net and .co are solid alternatives.

Your hosting platform is equally important. Choose one that prioritizes security and facilitates fast page loading. Page speed is a confirmed Google ranking factor, and a slow site hurts both your rankings and your users.

A logical site structure helps search engines find and index your pages. It also helps visitors quickly and intuitively navigate to whatever they’re looking for.

Kim's Restaurant website site structure diagram example

You’ll notice Kim’s Restaurant (above) as an example.

The homepage branches into four main category pages: Menu, Locations, Catering, and About. Only one of those categories (Locations) goes a level deeper, with a dedicated page for each neighborhood. Every page has a clear parent, and the structure mirrors how a real user would navigate the site.

None of this needs to be perfect on day one. Jonathan Hoffer, SEO Manager at NP Digital, puts it well:

“Often, when starting an SEO program, perfection is the enemy of starting. Zeroing in on your audience and what they’re searching for can help. The path to the top of the SERPs begins with a single article being published.”

Common SEO Myths

Before going further, it’s worth clearing up a few common SEO misconceptions that tend to trip people up:

SEO produces instant results. It doesn’t. Most strategies take three to six months before you see meaningful movement in rankings.
More keywords mean better rankings. Keyword stuffing actually hurts your rankings. Google rewards relevance and context, not repetition.
You only need to do SEO once. Search is a moving target. Algorithms are always being updated, and competitors are constantly adapting their strategies.
AI has made SEO obsolete. As we covered above, strong SEO is still the most reliable path to both organic and AI visibility.

SEO Subtypes

SEO breaks down into several subtypes. Depending on your target audience and your goals, certain types of SEO will matter more than others. Here’s a quick breakdown:

On-page SEO optimizes the content and HTML elements on individual pages, including keywords, title tags, meta descriptions, and headings. These are foundational elements in ranking for the right queries.
Off-page SEO builds your site’s authority through external signals, primarily backlinks from credible websites. More trust from other sites means more trust from search engines.
Technical SEO optimizes your site’s infrastructure so search engines can crawl and index your content correctly. This covers site speed, mobile-friendliness, HTTPS, and structured data.
Local SEO improves your visibility in location-based searches. It’s critical for brick-and-mortar businesses and service providers targeting customers in specific areas.
International SEO optimizes for audiences in different countries and languages. It’s particularly relevant for brands looking to grow beyond their domestic market.
Social SEO optimizes your presence on social platforms like TikTok and YouTube, which increasingly function as search engines in their own right.

SEO, GEO, and LLMO

AI-powered search tools like ChatGPT and Google’s AI Mode have sparked the creation of two more SEO subtypes: generative engine optimization (GEO) and large language model optimization (LLMO).

GEO focuses on structuring your content so generative AI systems pull from it when composing answers.

LLMO goes a step further, optimizing your brand’s presence across the large language models that power those systems.

The underlying principles closely mirror conventional SEO. Traditional ranking signals like strong E-E-A-T and clean site structure carry weight in GEO and LLMO, just as they do in traditional search.

SEO Basics #1: Keyword Research

Keyword research is the process of identifying the specific words and phrases people use when looking for information on search engines.

For example, a vegan restaurant could use keywords like “vegan restaurant near me” and “best vegan burgers” in its website copy and blog posts to help it rank on the first page of Google.

Good keyword research can reveal:

How many people are searching for a specific keyword or phrase.
The search intent behind those queries. Are people looking for information, or are they ready to buy?
How relevant a keyword is for your target audience and content.
How competitive a keyword is based on what other sites are ranking for it.
Long-tail keywords that surface your audience’s pain points and suggest content topics.

Start by brainstorming relevant topics for your business, then run them through a keyword research tool like Ubersuggest or Semrush. Use what you find to shape your content strategy.

Here’s a look at the keyword opportunities our friends at the vegan burger restaurant might have:

Ubersuggest keyword ideas for vegan burger search terms

Source: https://app.neilpatel.com/en/ubersuggest/keyword_ideas/

Also, remember that search results are always changing. Be sure to revisit your strategy regularly as algorithms and competitors evolve.

Quick Tips for Keyword Research

Brainstorm seed keywords. Start with basic terms relevant to your business and industry, and use those as the foundation for deeper research.
Understand your audience. Identify the exact words and phrases potential customers type when searching for your product or service.
Target long-tail keywords. More specific phrases people use when they’re closer to a buying decision tend to have less competition and higher conversion rates.
Analyze competitor keywords. Look at what your competitors rank for to find gaps and opportunities worth targeting.
Explore related keywords. Identifying terms closely related to your primary keywords helps you avoid keyword cannibalization.
Consider search intent. There are four types: informational (question-based queries), navigational (website- or webpage-specific queries), transactional (product or service queries), and commercial (research-based queries featuring words like “best” or “review”).

SEO Basics #2: Create Effective, Optimized Content

Good content is fundamental to SEO.

Useful content, from articles and infographics to videos and e-books, earns links from other websites. Prospective customers will also see you as a reliable, credible source of information.

Here’s what my colleague Matthew Santos, Chief Product Officer at NP Accel, has to say about content marketing:

“Over the past 20 years, we have seen so many new features come out from Google that have caused SEOs to adopt new tactics, but one constant we have never seen Google move away from is the importance of high-quality content. As we have continued to double down on high-quality content, we have seen thousands of customers over the last five years survive every single one of the major core algorithm updates.”

Regularly creating informative, relevant, and optimized content is one of the primary ways to grow your organic presence. It’s not a guarantee, but it stacks the deck in your favor alongside other SEO best practices.

Add your keywords where they feel natural and relevant. Stuffing keywords into your copy can make it unreadable and much less effective, causing your pages to drop in the rankings.

It also helps to add a key takeaways section at the top and an FAQ section at the bottom of your blogs. Both improve readability for human visitors and make your content significantly easier for LLMs to parse and cite.

Here’s what each looks like in practice:

Key takeaways box example from NP Digital SEO blog

FAQ accordion section from NP Digital SEO blog post

Source: https://neilpatel.com/blog/keyword-cannibalization/

Quick Tips for Content Creation

Brainstorm content ideas based on audience needs. Use your target keywords to generate topics. A plumbing business targeting “how do I fix a sink” could turn that into an article explaining why hiring a professional is better than DIY.
Write clearly and concisely. Provide helpful information and cut the fluff. Use headings, bullet points, and formatting to improve readability and make content skimmable.
Implement E-E-A-T. Write well-researched and accurate content supported by expert quotes. Cite your sources, and build author bio pages that showcase each contributor’s credentials, demonstrating their status as subject-matter experts (SMEs).
Incorporate relevant keywords. Include your target keywords to optimize content for SEO, but always prioritize natural, readable prose over keyword density.
Use proprietary data. First-party statistics and unique insights give AI systems and readers something they can’t find anywhere else.
Try different content formats. Different formats serve different purposes. Infographics, for example, work well for data and case studies build authority, while blog posts drive ongoing organic traffic.
Repurpose and refresh old content. Repurposing your old content is one of the best ways to get the most value from it. For example, long-form content could be compiled into an e-book or published as a newsletter series. Updating dated references, stats, and facts keeps older posts relevant and valuable over time.

SEO Basics #3: Optimize Your Title Tags and Meta Descriptions

Title tags and meta descriptions tell search engines what your site is about, helping them match your pages to the right search queries.

Optimizing them drives more traffic to your site and gives searchers a clearer picture of what you offer. They also directly influence your click-through rate, the percentage of users who see your listing in a SERP and decide to click it.

Title tags signal to visitors what they can expect to read. They should spark curiosity and encourage your audience to go deeper into your content.

Think of meta descriptions as a quick sales pitch. They’re your chance to attract and engage your audience right from the search results page, before they ever reach your site.

Urtopia meta description example in Google search results

Urtopia’s meta description above tells e-bike shoppers exactly what they’ll find before they click. It provides a clear signal that pulls in the right audience and filters out the wrong one.

Quick Tips for Crafting Title Tags and Meta Descriptions

Include relevant keywords. Keywords in title tags and meta descriptions boost your content’s visibility in search results, just as they do in body copy.
Place keywords close to the beginning. Search engines prioritize the most relevant content. Front-loading your keywords sends a clear signal about what the page covers.
Keep them focused and concise. Aim for 150–160 characters in a meta description that conveys the main benefit or unique selling proposition.
Use action-oriented language. Words like “now” and “today” create urgency, while action verbs like “discover” and “learn” can draw readers in.
Test variations. Try different keywords and sentence constructions to see which drives the highest click-through rates.

SEO Basics #4: Focus on User Experience (UX)

User experience (UX) refers to how easily people can use your website and find what they need. It’s one of the most overlooked areas of basic SEO for a website, as it’s consequential for rankings.

A user comes to your site to find a product or information. Your design and visuals can add real value, but they can’t compensate for a slow, confusing, or inaccessible site.

Google knows this.

Page speed and mobile-friendliness are confirmed ranking factors, and ease of navigation sends strong signals about usability, too. A site that frustrates users sends negative signals to search engines, while one that keeps visitors engaged sends positive ones.

According to Google, 53 percent of mobile users will abandon a site that takes longer than three seconds to load, confirming that mobile-friendliness and page speed are non-negotiable UX factors.

A positive user experience keeps visitors on your site longer and encourages them to explore multiple pages. Engaged visitors are also more likely to sign up for a newsletter or download a resource, leaving behind the engagement signals that tell search engines your site is useful.

Quick Tips for Improving UX

Increase site speed. Page speed is one of the most important ranking factors. Compressing images and removing unused plugins or third-party widgets can meaningfully improve load times.
Simplify navigation. Your main menu should be logical and easy to understand. Use submenus or drop-down menus to organize additional pages rather than overwhelming visitors with too many options at once.
Reduce clutter. Too many ads and pop-ups are distracting, particularly on mobile devices.
Provide clear calls to action. Don’t make visitors hunt for a way to schedule an appointment or view a demo. Most won’t stick around long enough to find it.
Make your website accessible. An accessible website means everyone can use it and keeps you compliant with the Americans with Disabilities Act (ADA).

SEO Basics #5: Prioritize Mobile Experience

Mobile devices now account for more than 62 percent of global website traffic, and that number keeps climbing. Catering to mobile users is a must if you want your content to rank.

Google uses a mobile-first approach to indexing, meaning it crawls the mobile version of your website to understand and rank your pages.

A mobile-responsive website is essential. That means designing and coding your site so it automatically adjusts based on the device being used.

One of the best ways to test your mobile performance is Google’s Lighthouse tool for Chrome. It generates a detailed report like the one below, and tells you exactly what to fix.

Google Lighthouse report showing 97 performance score

Quick Tips for Improving Mobile Experience

Design for touch interaction. Larger buttons and clickable elements make it significantly easier to navigate on a small screen.
Keep content concise and scannable. Users reading on phones move fast. Short paragraphs, clear headings, and bullet points help them find what they need quickly.
Streamline forms and checkout processes. Minimize the number of fields and make error messages clear and easy to see on a small screen.
Optimize images for mobile. Large, uncompressed images are among the most common culprits of slow mobile load times. Compress them and use responsive image sizing.
Test across devices. Your site may look fine on one phone and break on another. Regular cross-device testing catches issues before your users do.

SEO Basics #6: Build Links

Backlinks from high-authority, relevant sites send a trust signal to Google. It’s like having somebody vouch for you. The more credible sites that link to yours, the more likely you are to rank well in the SERPs.

For example, here’s the Ubersuggest backlinks report for my own site. I’ve got a strong spread of backlinks across a range of sites, which signals to search engines that my website is a reliable and trustworthy source of information.

Ubersuggest backlinks report for neilpatel.com domain

Source: https://app.neilpatel.com/en/seo_analyzer/backlinks?domain=neilpatel.com&lang=en&locId=2840&mode=domain

AI systems like Google’s AI Overviews and ChatGPT increasingly favor sources with strong third-party credibility. Brand mentions and citations across the web all signal that your content is worth referencing.

Quick Tips for Building Links

Create valuable, educational resources. Original research, comprehensive guides, and data-driven content are the types of assets other sites naturally want to reference and link to.
Fix broken links. Use tools like Ubersuggest’s Site Audit feature to identify broken links on high-authority sites in your niche, then reach out and offer your content as a replacement.
Pursue media requests. Platforms like Connectively (formerly HARO) connect you with journalists looking for expert sources. A single mention in a major publication can earn a high-authority backlink and boost your AI visibility at the same time.
Run a competitive analysis. Identify which sites are linking to your competitors but not to you. Those are warm prospects. If your content is stronger, you have a compelling reason to reach out.

SEO Basics #7: Don’t Neglect Technical SEO

Good content won’t perform if your site has technical issues preventing search engines from finding and understanding it.

Technical SEO is the foundation that makes everything else work.

Without it, even your best content may never get indexed or ranked. Addressing the technical side of your site makes sure search engines can interpret your content and serve it to the right audience.

Tips for Improving Technical SEO

Optimize your site structure. Create a logical, hierarchical structure for your website. This helps both users and search engines navigate easily.
Improve site speed. Use tools like Google PageSpeed Insights to identify and fix issues slowing your site down. Compressing images and leveraging browser caching are good starting points.
Implement SSL. Secure your site with HTTPS. It protects user data and is a confirmed Google ranking factor.
Create and submit a sitemap. Generate an XML sitemap and submit it through Google Search Console. This helps search engines discover and index your pages more efficiently.
Fix broken links. Regularly check for and repair broken links. Tools like Ubersuggest or Screaming Frog can help identify them quickly.
Manage duplicate content. Use canonical tags to indicate the preferred version of a page when similar content exists across multiple URLs.
Optimize your robots.txt file. Make sure to configure your robots.txt file correctly to guide crawlers on which parts of your site to index and which to ignore.
Monitor crawl errors. Check Google Search Console regularly for crawl errors and address them promptly to keep your important pages indexed.

SEO Basics #8: Measure Your Results

Monitoring your SEO strategy’s performance over time lets you make data-driven decisions to improve it and boost your rankings.

Analyzing SEO metrics helps you spot opportunities to replicate high-performing content and catch technical issues that drag your content down.

It also helps you adjust your strategy to ensure you’re producing relevant, keyword-optimized content that targets the right audience. That’s what leads to higher organic traffic and better business outcomes that demonstrate SEO’s value to stakeholders.

With the rise of AI visibility, measurement now goes beyond rankings and clicks. So, you’ll need to monitor your presence in AI systems, too.

Tools like Semrush’s AI Visibility Toolkit and Otterly.ai let you track how often your brand is cited across AI-generated answers on platforms like ChatGPT and Google AI Overviews.

Semrush domain overview showing AI visibility metrics

Source: https://www.tryprofound.com/blog/semrush-ai-visibility-toolkit-review

As AI search continues to grow, brands that measure both traditional SEO performance and AIO or GEO results will have a clearer picture of where they actually stand in search.

Quick Tips for Measuring Results

Define clear key performance indicators (KPIs). Choose the KPIs most relevant to your business that you can act on and improve, including traditional metrics like rankings and CTR, as well as AI visibility signals like citation frequency and share of voice.
Use analytics tools. Good tools to get started include Google Analytics, Google Search Console, and Ubersuggest for traditional SEO. For tracking AI visibility, platforms like Ahrefs Brand Radar and Semrush’s AI Visibility Toolkit are helpful.
Create a regular tracking cadence. Consistent monitoring helps you identify performance changes and uncover new optimization opportunities.
Benchmark your performance. Compare your results against industry standards and competitors to understand where you stand in both traditional search and AI-generated results.
Conduct A/B testing. Test different content variations, keyword approaches, and structural changes to see what performs best across both search and AI platforms.
Act on your results. Tracking your KPIs only matters if you take steps to resolve issues and build on what’s working.

FAQs

What is SEO?

SEO is the process of optimizing your website to increase the chances of it ranking high in search engine results.

It includes a wide range of elements, including keyword research, content creation, backlinks, and mobile responsiveness.

How do I do SEO?

Start by auditing your existing content. Make your pages more readable, add keyword-optimized headings, and create unique title tags and meta descriptions. From there, work through the fundamentals covered in this guide.

What is on-page SEO?

On-page SEO is the process of optimizing the content and HTML elements on individual pages, including keywords, title tags, meta descriptions, and headings, to rank for the right queries.

What is technical SEO?

Technical SEO covers the infrastructure of your site, including speed, mobile-friendliness, crawlability, and structured data, ensuring search engines can find and index your content correctly.

What is local SEO?

Local SEO is the process of optimizing your online presence to appear in location-based searches, which is critical for brick-and-mortar businesses and service providers targeting customers in a specific area.

Conclusion

Modern-day digital marketing is often like trying to fire an arrow at a moving target. Learning the SEO basics makes it much easier to hit the mark, and there’s a lot you can do to boost your rankings, even with limited technical skills.

Start by reviewing your existing content. What can you do to add value to your pages and make it easier for visitors to find what they need?

In today’s SERPs, hitting the mark means more than ranking on page one. It also means producing authoritative, well-structured content that also earns visibility in AI-generated answers.

Think of your audience and the search engines when working on your site.
As your strategy matures, explore advanced SEO techniques and study the latest search engine trends to stay ahead of the curve.

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What are Backlinks and Why are they Crucial for SEO?

April 22, 2026/0 Comments/in Web Design/by Dubado Solutions

Key Takeaways

Backlinks are links from other websites to yours, and they still matter because they help search engines evaluate how authoritative and trustworthy your site is.

Not all backlinks are equal. A few relevant, high-quality links from authoritative sites are usually more valuable than many weak or spammy ones.

Backlinks support AI visibility because generative engines and language models favor content from authoritative, trustworthy sources, and backlinks are one of the clearest signals of that authority.

Tracking backlinks means monitoring quality and growth. Pay attention to referring domains, anchor text distribution, and link stability over time.

The best way to build backlinks is to earn them through useful content and targeted outreach. You will need to keep refining your approach based on what works.

AI is reshaping search, but one traditional SEO practice has held its ground: backlinks.

A backlink in SEO is a link from another website that points to yours. These mentions across different websites help search engines understand how you fit into the overall picture of your industry, and sites that reference you repeatedly signal authority and trust to Google. That authority also carries weight in AI-driven search experiences, where AI platforms favor content from sources they consider trustworthy.

Backlinks still matter, and the case for them has only grown stronger as AI reshapes how search works.

So, What Exactly Are Backlinks?

A backlink forms when another site links to your page, signaling to search engines that your content is worth referencing. You may also hear them called inbound links or incoming links.

The screenshot below shows what a backlink looks like in practice, with one site linking directly to another as a reference.

Example backlink of Wikipedia linking to Plausible.io

Source: https://plausible.io/blog/backlinks-seo-guide

Nikki Brandemarte, Senior SEO Strategist and Local SEO Team Lead at NP Digital, explains it well: “Getting backlinks from reputable sources can demonstrate to Google that you have expertise on the topics you cover. I like to think of quality backlinks as a ‘vote of confidence’ that you know what you’re talking about.”

Backlinks help search engines understand which pages other websites find useful and authoritative enough to mention. That same authority can also support visibility in AI search experiences, even if backlinks are not the main ranking factor there.

I’ll go into what makes a “good” and “bad” backlink later in this article. For now, the key thing to know is that backlinks are one of the clearest ways authority gets passed around the web.

Backlink Examples/Types

Dofollow backlinks are the standard links most site owners want. They allow search engine bots to crawl and index your site, passing authority signals that typically have the biggest SEO impact. These are the links worth prioritizing in your outreach and content efforts.

Dofollow HTML example: <a href=”https://example.com/”>anchor text</a>

Nofollow backlinks work differently. They carry a special HTML attribute that tells search engines not to pass authority, but they still drive referral traffic and keep your link profile looking natural. You’ll commonly find them on social media, forums, and sponsored content. Since 2019, Google has treated nofollow links as hints rather than strict directives, meaning some may still carry indirect value.

Nofollow HTML example: <a href=”https://example.com/” rel=”nofollow”>anchor text</a>

A healthy backlink profile includes both. Pursuing only dofollow links can signal to search engines that your links are artificially built rather than earned, which can work against you.

Why Are Backlinks Important For SEO?

Even as search has changed, backlinks still help search engines understand when other websites see your content as worth referencing. Authority and trust still influence rankings, especially for competitive topics.

Backlinks serve as a seal of approval from one site to another. They strengthen your site’s credibility and make it easier for search engines to surface your content in results. They’re also critical for driving targeted, quality traffic to your site. When someone clicks through from a relevant site, they arrive already interested in what you offer.

Backlinks also play a bigger role in the broader visibility ecosystem around search. Strong mentions and links earned through strategies like digital PR can support your presence across traditional and AI search.

Backlinks require ongoing attention, though. They aren’t “set it and forget it” things. A strong backlink profile is built over time and needs regular review. It’s an investment in your site’s long-term success and one of the clearest ways to build durable SEO authority.

Source: https://neilpatel.com/blog/free-backlink-tool/

Why Quality Backlinks Matter

Quality beats quantity when it comes to backlinks.

A single backlink from a high-authority, relevant site can do more for your SEO than dozens of low-quality links. High-quality backlinks strengthen your site’s authority and can push your rankings higher in search results.

Going after links without caring about their quality is a recipe for trouble. It’s like inviting a bunch of strangers to your party without checking if they vibe with your crowd. This approach can tarnish your site’s reputation and lower its ranking.

High-quality backlinks share a few common traits:

Relevancy: A link from a site in a related or complementary field helps Google see your link as more valuable.
Domain or page authority: When authoritative sites link to yours, Google assumes your site is more trustworthy as well.
Dofollow links: These pass authority signals to your site and are worth prioritizing in your outreach efforts. That said, a healthy backlink profile includes nofollow links too, since an all-dofollow profile can signal to search engines that you built your links artificially.
Anchor text: Relevant anchor text can provide an even bigger potential boost to rankings.

What counts as a quality backlink can also vary by industry and competition level. In more competitive spaces, you may need stronger, more relevant links to stand out. That’s especially true for ecommerce link building, where product and category pages aren’t naturally linkable and quality links are harder to earn.

Low-quality backlinks typically come from sites unrelated to your niche, sites with questionable content, or known spam sources. Paying for links or accepting them indiscriminately puts your SEO at risk, regardless of how tempting a shortcut it may seem.

Infographic: good vs. bad backlink quality traits

Are Backlinks Important For AI?

Backlinks are still important in AI-driven search, though not as a direct ranking factor. Google has confirmed that the same core SEO guidance applies to AI features like AI Overviews and AI Mode, and backlinks are part of that foundation.

Backlinks support visibility across generative engine optimization (GEO), large language model optimization (LLMO), and answer engine optimization (AEO), the three major AI optimization frameworks shaping modern search. In GEO, which focuses on getting your content cited in generative summaries, backlinks signal the depth and authority generative engines favor. In LLMO, which shapes how language models understand and reference your brand, backlinks reinforce the consistent authority signals models rely on. Even AEO, which targets direct answer boxes and featured snippets, stronger backlink profiles help pages earn those placements more easily.

AI platforms tend to surface content from sites they consider authoritative. Semrush analyzed 1,000 unique domains and found a strong positive relationship between authority score, which reflects backlink quality, and how often a domain appears in AI-generated answers. The Pearson correlation of 0.65 and Spearman correlation of 0.57 from the study indicate a strong relationship, meaning sites with stronger backlink profiles show up in AI search results more consistently.

Publishing crawlable, useful content remains the priority, but backlinks across reputable sites reinforce that you are a trusted source worth surfacing.

Microsoft’s guidance on AI search visibility reinforces the same point, noting that traditional SEO fundamentals, including crawlability, backlinks, and content authority, remain central to whether content gets surfaced in AI-generated answers.

The chart below shows how different backlink metrics correlate with AI visibility across 1,000 unique domains. Authority Score, which reflects overall link quality, shows the strongest relationship by a significant margin.

Semrush’s bar chart showing the correlation between backlink metrics and AI visibility across 1,000 unique domains.

Source: https://www.semrush.com/blog/backlinks-ai-search-study/

For AI search, backlinks are one signal among many, but they remain a meaningful one.

How to Track Your Backlinks

Tracking your backlinks is just as important as building them. Backlink analysis tools show you which sites link to yours and help you catch problems before they affect your rankings.

A backlink analysis tool like my free backlink checker lets you:

Examine the quality of your backlinks.
Spot any links that could be dragging your rankings down, such as links from spammy or irrelevant sites.
Identify opportunities for higher-quality or more links.

You also want to understand which sites are linking to you, whether those sites are relevant to your niche, what anchor text they’re using, and whether your referring domains are growing over time. My backlink checker surfaces all of this in one place, giving you a clearer picture of whether your backlink profile is getting stronger or just getting bigger.

The tool also makes competitive analysis straightforward. Enter a competitor’s URL and you can see everyone linking to them but not to you, turning that gap into a list of actionable link-building opportunities. Advanced filtering lets you narrow results by region, anchor text, domain score, page score, and URL, and you can choose to view only dofollow or nofollow links. Once you’ve refined your results, you can export them to CSV for further analysis.

As you get more backlinks, monitoring them manually takes too much time and effort. The right backlink analysis tools make maintaining them much easier and help you make smarter link-building decisions and catch problems early.

Backlink Building Best Practices

You’re ready to start building backlinks, but you can’t just fire off pitches to every publisher with a major name. Here’s what Kimberly Deese, Director of Digital PR at NP Digital, has to say about it:

“Two factors that impact building high-quality backlinks are the target page you are trying to build links to and the number of opportunities that currently exist that are relevant to that target page. Personalize content to personas and specific use cases to create more opportunities to reach out and build that personalization into your pitch and call to action.”

The biggest best practice is relevance. Start creating content that’s valuable and relevant to your niche. Focus on content people want to cite, like original research or genuinely helpful guides.

You should also look for broken-link opportunities. When a site in your space points to an outdated resource, you can suggest your content as a replacement.

Media requests are another strong play. Journalists and editors regularly need expert quotes, and a strong response earns you authoritative links and mentions.

It also helps to study what’s already working. Competitive backlink analysis can show you which sites, formats, and outreach angles are earning links in your niche.
These are some core moves, but backlink building rewards consistency. Check out our full guide on how to build backlinks for a deeper look at execution.

FAQs

What are backlinks?

Backlinks, also known as inbound links or incoming links, are links from one website to a page on another website. Search engines treat them as endorsements, using them to evaluate your content’s credibility and relevance, which can improve your visibility and rankings. They also play a role in AI search visibility. AI platforms tend to surface content from authoritative sources, and backlinks are one of the clearest signals of that authority.

How do I build backlinks?

Building backlinks ethically means creating content that earns links organically and reaching out to reputable sites in your industry. The strongest approaches include original research that journalists want to cite, digital PR campaigns that earn coverage on authoritative publications, and broken-link outreach that positions your content as a replacement for outdated resources. Quality and relevance matter more than volume.

How do I check my backlinks?

Ubersuggest’s free Backlink Checker is a strong starting point. It shows you which sites link to yours, flags links that look spammy or weak, and tracks referring domains, anchor text, and new or lost links over time. Those metrics together tell you whether your backlink profile is genuinely strong or just large.

Conclusion

Backlinks are one of the most important parts of a solid SEO strategy. They build credibility and authority, and search engines notice. That same authority carries into AI-driven search, where platforms consistently favor content from sources they trust.

The work is ongoing. You need to track what you have, pursue broken link opportunities, cut what’s hurting you, and keep earning better links over time. When you approach backlinks correctly, the payoff compounds. Stronger links mean stronger rankings, and stronger rankings mean more of the right people finding your content.

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groas introduces a fully autonomous approach to Google Ads management by groas

April 21, 2026/0 Comments/in Search Engine Land, Web Design News/by Dubado Solutions

groas distributed AI agent network managing Google Ads campaigns across multiple screens.

For 20 years, Google Ads management has followed the same basic model: you log in, review performance, make changes, and hope they work before the next check-in.

Agencies, freelancers, and in-house teams all work this way, even as the tools have changed. Spreadsheets gave way to scripts, and scripts gave way to automated bidding, but the core loop never changed — someone still had to sit in the account.

groas aims to change that model by introducing a system designed to automate campaign execution end-to-end.

Our company announced today it has developed a fully end-to-end autonomous system that’s designed to match or exceed PPC performance benchmarks observed in internal testing. It’s designed to operate without routine manual approvals or constant dashboard monitoring.

From campaign creation through bid management, ad copy generation, keyword expansion, negative keyword pruning, budget allocation, and dynamic landing page deployment — along with everything else you can do in the Google Ads console and beyond — the entire workflow now runs autonomously, 24/7.

The system runs on a distributed network of specialized AI agents that handle different parts of campaign management and communicate in real time.

We didn’t start here.

A year ago, groas launched as a lightweight product that surfaced optimization recommendations for you to review and implement. The same model most PPC products still follow.

By the founder’s own admission, it was a fairly unremarkable v1. But what it lacked in sophistication, it made up for in something more valuable: real data from large volumes of real campaigns at scale.

Hundreds of early customers across the world signed up and connected their Google Ads accounts, representing a wide range of ad spend levels, campaign structures, and conversion goals.

These weren’t a narrow slice of one vertical. They spanned dozens of industries and niches — from local service businesses spending a few thousand a month to large agencies managing seven-figure monthly budgets across full client portfolios.

That diversity became the most important asset groas built.

The custom-trained, fine-tuned models that now power the system were shaped by this breadth — not a static dataset or simulation, but live campaigns with real money on the line across every industry and budget tier.

Without that base of early adopters, what groas is today couldn’t exist. The training data that enables autonomous management came from actively managing real dollars across real campaigns, learning what worked and what didn’t in conditions no synthetic environment could replicate.

David Pourquery, founder and CEO of groas, said:

“We kept seeing the same pattern. We’d surface a recommendation that would clearly improve performance, and it would sit there for days or weeks because the account manager was busy, or the client needed to approve it, or someone was on vacation. The insight had a shelf life, and by the time it got implemented, the data had moved on. So we stopped recommending and started doing.”

That realization drove a complete six-month rebuild. The result is a system of interconnected AI agents, each specialized in a different part of campaign management, collectively processing over 100,000 data points per hour per campaign.

The network handles a wide range of tasks typically performed inside the Google Ads console without the limits of working hours, cognitive load, or the tradeoffs that come with managing multiple accounts. The system automates most day-to-day campaign management tasks that would typically require manual input. If you wouldn’t have time to do it, the agents would.

From day one, groas built dynamic landing pages into the system, deployed and continuously A/B tested to find winning combinations of messaging, layout, and calls to action for every campaign. groas deploys them with a single line of JavaScript on your existing site — no developer resources, no new hosting, no CMS changes. The system tests and iterates 24/7, designed to improve conversion rates through continuous testing.

There’s a full undo capability for each agent action, but the point is you don’t need to regularly check into groas or Google Ads. Weekly reports are emailed, summarizing what was done, while a dedicated human PPC account manager oversees everything groas does around the clock.

Onboarding is fully hands-off. After sign-up, your groas account manager learns your business, audits your existing Google Ads accounts, and delivers a detailed action plan within 24 hours. From there, they implement everything across groas and Google Ads with zero work on your side.

In less than a year since shifting to full autonomy, groas now manages eight figures in monthly ad spend across its client base. Every account came through organic discovery or direct referrals — the company hasn’t spent anything on paid acquisition to date.

The client base has consolidated around two profiles:

Businesses moving away from agency relationships where results haven’t kept pace with cost. These are companies paying $5,000 to $15,000 per month and looking for more consistent performance and transparency. groas provides an alternative by automating day-to-day execution while reducing management overhead.
Agencies. This is now the larger segment. Agencies plug groas into their clients’ accounts behind the scenes, bundle the cost into your existing fees, and let the agent network handle day-to-day execution while their teams focus on strategy, creative direction, and client relationships. The implementation runs behind the scenes within agency workflows. groas turns a labor-intensive, low-margin service into something that scales without added headcount. groas offers a 30% lifetime recurring commission for referrals, but most of you choose to pay for it yourselves and keep the margin.

Google’s automation — from Performance Max to AI Max to broad match expansion — has pushed the industry toward more black-box control for years. Many advertisers feel they are losing visibility into what’s actually happening inside their campaigns. Meanwhile, agencies and recommendation-based products still run the old loop: review, recommend, wait for approval, implement, repeat.

groas occupies a category that didn’t exist. Instead of helping you manage campaigns better or relying on Google’s automation, it removes you from the execution loop while keeping you in the strategic loop through a dedicated account manager.

The PPC industry has spent two decades debating how much to automate. groas is the first to answer “everything” and back it up with eight figures in managed spend.

The growth points to something the industry has been circling for years without arriving at. The bottleneck in Google Ads performance has often been the limits of manual execution — constrained by time, attention, and the volume of data modern campaigns generate.

groas didn’t build a better recommendation engine — it reduced the need for traditional recommendation-based workflows.

groas starts at $999 per month for up to $15,000 in managed ad spend, scaling to $6,999 per month for up to $150,000. No contracts, lock-ins, or setup fees. The only requirement is at least $2,000 per month in Google Ads spend — below that, there isn’t enough data for the agents to optimize effectively.

Learn more about how groas works at groas.ai.

Watch this video on YouTube

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Yelp launches AI-powered Assistant to streamline local search and bookings

April 21, 2026/0 Comments/in Search Engine Land, Web Design News/by Dubado Solutions

Yelp is rolling out its most significant AI update yet, centered on a new conversational “Yelp Assistant” designed to move users from searching to actually booking, ordering, and scheduling — all in one flow.

What’s new. Yelp Assistant sits at the center of the update, acting as a chatbot that can answer complex queries, recommend businesses, and complete actions like reservations or appointments without leaving the app.

Zoom in. The assistant pulls from Yelp’s massive base of user reviews and photos to generate tailored recommendations, explain why a business fits, and let users refine results conversationally. It can then take the next step — booking a table, ordering food, or requesting a quote — directly within the same interaction.

What else is new. Yelp is expanding integrations with platforms like Vagaro, Zocdoc, and Calendly to streamline bookings across categories like beauty, healthcare, and home services, while deepening delivery ties with DoorDash.

Also notable. An upgraded “Menu Vision” feature uses AI and visual overlays to show dishes, reviews, and photos in real time when scanning a menu, helping users decide what to order faster.

Why we care. Yelp is shifting from a discovery platform to a transaction-driven experience powered by AI. With Yelp Assistant handling recommendations and bookings in one flow, visibility alone may not be enough — businesses will need to be optimized for conversion within the platform. The update also signals more competition for high-intent users as Yelp tightens control over the path from search to purchase.

Between the lines. Yelp is leaning into AI not just for discovery, but for conversion — turning intent into transactions without sending users elsewhere.

What’s next. The assistant is live on iOS and Android with broader expansion across categories and desktop coming later this year.

Bottom line. Yelp wants to own the full local journey — from “where should I go?” to “it’s booked.”

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