Search is changing faster than ever – and 2026 may be the year it fully breaks from the past.
Over the last year, AI has reshaped how people discover, decide, and convert, collapsing the traditional customer journey and cutting touchpoints in half.
AI-powered assistants and large language models (LLMs) will handle roughly 25% of global search queries by 2026, per Gatner, replacing many traditional search interactions.
We’re already seeing the effects. Traffic from LLMs is climbing at a hockey-stick pace, signaling a massive shift in how users find information.
To stay competitive, marketers need to build strong content and experience flywheels, as answer engine optimization (AEO) and generative engine optimization (GEO) become critical priorities.
Bruce Clay, founder and president of Bruce Clay Inc., predicted:
“AI-powered search is expected to cause traffic to continue to drop for many sites, creating a disturbance in the force.”
Adopting AI isn’t optional – it’s foundational.
Yet most marketing systems weren’t designed to operate in an AI-first world.
Disconnected tools and data silos make orchestration difficult and create inconsistencies that derail performance.
To succeed in 2026, brands will need integrated, cross-functional, omnichannel systems that connect data, content, and customer experience.
Building a resilient digital presence for 2026
Preparing a brand’s digital presence for an AI-driven world means rethinking data, tools, and customer experiences while presenting a clear, consistent brand story.
The goal is to deliver personalized content and be ready for agentic experiences, where AI assistants act on behalf of users.
This shift begins with the evolution of search itself.
The biggest change is moving away from a simple query-and-response model to a more dynamic, reasoning-driven conversation.
Traditional search was like a game of chess – discrete and predictable. AI search, on the other hand, is more like a jazz concert – continuous and fluid.
The experience has shifted from browsing lists and visiting websites to receiving direct, synthesized answers.
Instead of matching keywords to an index, AI uses query fan-out, which involves:
Breaking queries into components.
Analyzing multiple sources.
Delivering a single, comprehensive answer based on consistent patterns.
With AI, the traditional marketing funnel is shrinking. AI search can move directly from intent to conversion in minutes, dramatically accelerating the process.
We’re already seeing three- to eight-times higher conversion rates from traffic originating in AI search.
According to Crystal Carter, head of AI search and SEO communications at Wix:
“Traffic from LLMs (like ChatGPT and Perplexity) is becoming increasingly distinct from Google search traffic, requiring separate optimization and analysis strategies.”
New types of intents, like “generative” (e.g., “create an image”) and “no intent” (e.g., “thanks”), now make up almost half of all LLM interactions and don’t require a website visit.
Search is becoming action-oriented.
As AI systems start booking tables, making appointments, and completing purchases, even transactional journeys may no longer end on your website.
Search ‘everywhere’ optimization: The new SEO
For brands, the goal is no longer to be a single destination. It’s to be present wherever your audience is.
That means becoming a trusted data source that powers the new, agentic ecosystem.
AI systems prioritize clarity, consistency, and patterns, so channel silos must give way to a well-integrated, omnichannel approach.
Ideally, AI agents should be able to access all your brand data and deliver complete, contextually accurate results based on user intent.
As Bill Hunt, president of Back Azimuth Consulting, explained:
“AI agents like ChatGPT will shift from answering questions to completing transactions. Both the Shopify connectors and feeds, as well as Walmart and Amazon saying they are Google killers. Being ‘callable’ through APIs and integrations will be as critical in 2026 as being crawlable was in 2010.”
In this new paradigm, websites are evolving from sales destinations to data and information repositories – built not just for human visitors, but for AI systems that retrieve, interpret, and act on that data.
7 key focus areas shaping marketing and search in 2026
To compete in 2026 and beyond, brands must optimize for visibility across every relevant platform.
Here are seven key priorities and emerging trends shaping the future of search and martech.
1. Strengthen technical SEO foundations for AI retrievability
The foundation of search is shifting from traditional crawlability to GEO.
The core principle of GEO is retrievability – ensuring that high-quality content is not only discoverable but also easily accessible and understood by AI models.
To prepare for this shift, your website should serve as a centralized data hub for your content and digital assets, enhancing the experience for both humans and AI systems.
Make sure to grant access to AI crawlers in your robots.txt file, use server-side rendering (SSR) for core content, and adopt progressive indexing protocols like IndexNow, used by Bing.
2. Build localized visibility in AI-driven environments
Local SEO has evolved – from data accuracy in its 1.0 phase, to profile completeness and engagement in 2.0, to personalized experiences in what’s now emerging as Local 3.0.
AI models, particularly Google’s AI Mode, increasingly cite local business information from sources like Google Maps and online directories.
That makes core local SEO practices – NAP consistency and Google Business Profile optimization – critical for maintaining AI visibility.
Pages with robust schema markup also tend to earn higher citation rates in AI Overviews, reinforcing the importance of structured data for local relevance.
The biggest challenge today isn’t just creating content – it’s creating a connected experience.
As companies integrate AI into their digital experience platforms (DXPs), the focus must shift from producing siloed assets to building a connected content flywheel.
That begins with a deep understanding of who your customers are and what they need, allowing you to fill content gaps in real time and stay present at every critical touchpoint.
DXPs are no longer static repositories. They’re evolving into intelligent, AI-native engines that proactively shape user experiences.
The ideal platform uses AI to create quality content at scale, powering a flywheel that delivers personalized, efficient, and well-governed customer journeys.
This is especially important for large brands and multilocation businesses, where updating hundreds of pages still requires manual, repetitive effort.
Here are the key steps to creating quality content and building a content flywheel.
Insights: Identify customer intent and content gaps
Your content strategy should be guided by real-time customer needs.
Use AI-powered tools to uncover the questions and challenges your audience is trying to solve.
Then analyze your existing content to identify gaps where your brand isn’t providing the right answers.
Creation: Develop deep, AI-structured content
To create content that performs well in AI search, start by assessing AI visibility and user sentiment.
Use AI to scale the development of deep, comprehensive content – always with a human in the loop.
Since AI engines draw from text, images, videos, and charts, your content must be equally diverse.
Just as important, it must be machine-readable so AI systems can synthesize and reason with it.
Prioritize an entity-based SEO strategy to build topical authority, and use comprehensive schema markup to help search engines understand your brand and content context.
Clearly structuring your data also prepares your site for advanced conversational search.
It ensures visibility in the next generation of AI-powered answer engines and readiness for NLWeb, the open protocol spearheaded by Microsoft to make websites conversational.
Establish a human-in-the-loop workflow to review, update, and refresh content regularly, keeping it accurate, relevant, and effective in answering user queries.
Publish from a centralized source to maintain consistency across owned channels, and adopt rapid indexing protocols like IndexNow to accelerate discovery and visibility.
Monitor and iterate
Continuously track visibility and performance within AI models by testing target prompts.
Deploy an agile strategy – as you distribute content, monitor results, experiment with new approaches, and refine continuously, the flywheel becomes self-sustaining.
Each cycle feeds fresh insights back into the system, helping your content strategy stay adaptable and build momentum over time.
“AI search engines synthesize across ecosystems, not just pages. Marketing leaders must ensure their digital footprint works as a unified system, not isolated campaigns,” Hunt said.
Businesses must maintain consistent, clear information across every channel.
Traditional SEO is giving way to relevance engineering – a discipline centered on systematically creating and structuring content for semantic relevance.
This approach helps brands navigate today’s increasingly complex query landscape.
4. Create a consistent, data-driven experience flywheel
While the content flywheel attracts visitors, the experience flywheel converts them – a critical function in an era of zero-click searches. It operates on a continuous feedback loop.
Strategy: Building an experience strategy starts with unified data from every customer touchpoint and channel. AI can segment this data to reveal audience expectations and friction points, helping shape a strategy grounded in real behavior.
Experience: AI can then put this data to work – connecting audience intent, personas, desired outcomes, and business goals to generate predictive insights that drive personalized and agentic experiences dynamically.
Conversion: AI also helps track the customer journey through the funnel across channels and touchpoints. Dynamic A/B testing and conversion rate optimization (CRO) can then be done at scale, tailored to audience segments and intent.
Iteration: The goal isn’t perfection but agility. Monitoring performance alone isn’t enough – iteration matters. Use data to make real-time pivots, refining your strategy with every new learning.
The experience flywheel becomes a self-reinforcing engine that continuously drives engagement, builds loyalty, and accelerates growth.
5. Use AI agents to orchestrate journeys and workflows
As AI-driven search becomes increasingly agentic, it establishes a new standard for the seamless digital experiences customers expect.
To meet this demand, brands must use journey orchestration and workflow automation powered by AI agents that guide users through connected, intuitive experiences.
The key is to deploy specialized vertical AI agents trained on your business data.
By orchestrating these agents across the customer journey, you can deliver hyper-personalized, omnichannel experiences.
This is only possible if your website and systems are ready to interact with AI agents.
For internal teams, AI agents also offer major opportunities to automate manual workflows across the entire marketing landscape.
6. Redefine KPIs for an AI-first performance model
As AI satisfies user intent more directly within search results, traditional metrics like rankings and traffic are losing relevance.
This shift means citation is the new rank, pushing teams to optimize content for retrievability rather than rankability.
As metrics like click-through rate decline in importance, new success indicators are emerging – including LLM visibility score, AI citation count, share of voice, and sentiment.
Success now depends on query diversity, or the ability to answer multiple related long-tail queries effectively.
“Traditional metrics like impressions, clicks, and click-through rates are becoming much more difficult to rely on as KPIs. They are still useful to look at, but marketers should renew their focus on human behavior. Share of Voice is one of the best KPIs to measure this new behavior. Companies that ignore visibility in AI-driven responses risk ‘feeding that territory’ to their competitors.”
7. Integrate systems and data to power a unified marketing infrastructure
A fragmented marketing tech stack with siloed tools creates inefficiencies and hidden costs.
Data fragmentation and manual processes increase operational expenses and derail integration efforts.
Shifting focus to an integrated marketing platform – and evaluating total cost of ownership – helps overcome these challenges.
An integrated solution provides the consistency, clarity, and unified data needed to keep your digital presence adaptive and competitive.
As we move into 2026, AI is not just another tool – it’s rebuilding the customer journey from the ground up.
With AI assistants expected to handle a quarter of all search queries, the traditional marketing funnel is shrinking.
The new landscape is defined by agentic, action-oriented interactions that can bypass websites entirely, demanding a fundamental strategic shift from every brand.
To stay visible and relevant, businesses must evolve from being destinations to being trusted data sources for AI.
That begins by fueling a content flywheel with deep, structured content accessible across every channel.
Once this flywheel attracts an audience, an experience flywheel – powered by unified customer data and an integrated, AI-native platform – takes over to drive conversion through deep personalization.
Ultimately, the brands that succeed will be those that embrace this new ecosystem.
They’ll replace outdated metrics, such as traffic, with new KPIs focused on AI visibility, tear down silos through integration, and prioritize delivering seamless, omnichannel experiences.
Thank you to Bill Hunt, Ray Grieselhuber, Bruce Clay, Crystal Carter, David Banahan, and Tushar Prabhu for their insights and contributions.
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Google gives local businesses two main ways to generate PPC leads online: Local Services Ads (LSAs) and Search campaigns.
LSAs are pay-per-lead campaigns – for actions such as calls, messages, or booked appointments – with a quick setup process that involves verifying your business. After that, Google automates most of the ad and keyword setup.
Search campaigns are more complex but offer far greater control over ad copy, keywords, and optimization.
Understanding how each format works – and when to use them – can help you get more qualified leads and make smarter use of your ad budget.
Most advertisers use both and shift budgets based on which delivers better long-term results.
Getting started with Google Local Services Ads
LSAs work for businesses of all sizes, not just those with small budgets.
For small business owners, LSAs offer an easy way to set up and run ads quickly.
This is one of the few ad formats where following Google’s setup instructions can actually work well.
That’s not the case for Google Search campaigns, which are far more complex and often waste spend when relying on Google’s automated suggestions.
Small businesses can prepay a few hundred dollars to test results.
While LSAs offer fewer options for control, customization, or optimization, they can work well for very small budgets.
They don’t require as much active management as Search campaigns – though they aren’t completely “set it and forget it” either.
Larger companies can also benefit from testing LSAs alongside other ad formats to compare results.
However, not all industries are eligible, so always confirm availability before allocating budget.
During setup, review all details carefully – including company information, service areas, and specific services – rather than assuming Google configured them correctly.
You have limited control over ad copy and keywords, since Google automatically determines relevant terms.
As Google’s documentation notes, “there is no need to do keyword research as relevant keywords are automatically determined by Google.”
This can work in your favor – or lead to irrelevant traffic – because you can’t define your own keywords.
Reviews are especially important in this format, as they appear prominently and heavily influence results. Collecting legitimate, high-quality reviews is critical for success.
To evaluate performance, connect third-party tools to track and qualify leads.
A basic CRM can help you measure how many leads convert into customers.
Platforms like HouseCall Pro and ServiceTitan can also integrate booking features, letting customers schedule appointments directly through your LSAs.
Google Search campaigns are more complex but offer a wider range of features for setup and optimization.
On top of setting business hours, target areas, and other details, Search campaigns give you greater control over ad testing, assets, keywords, match types, bidding strategies, and more.
Testing with just a few hundred dollars is not recommended. These campaigns require active monitoring and frequent optimization to perform well over time.
Unlike LSAs, you can add negative keywords and test a wide range of terms to identify which are most effective and profitable.
A/B testing ad copy and landing pages is also possible, giving Search campaigns much more scalability.
When starting, test a small budget using phrase and exact match keywords only, even with manual CPC bidding to set your maximum bid per click.
This offers tight control for new accounts, though it’s typically a temporary setup before switching to automated bidding and broader match types.
Begin with broad match keywords using a Maximize Conversions bid strategy, then add a target CPA (tCPA) once performance data builds.
In industries with high CPCs, set up portfolio bidding to include both a tCPA and a maximum CPC bid.
Microsoft Ads includes this option natively in its tCPA setting, so portfolio bidding isn’t required there.
After running a Search campaign for two to three months, begin expanding and refining based on performance.
Add new campaigns and ad groups to test additional keyword and ad combinations, aligning each with specific landing pages to maximize lead generation – something not possible with LSAs.
Combining LSAs and Search campaigns for stronger results
As with any advertising channel, it’s essential to regularly evaluate lead quality using a CRM and call tracking tools, such as CallTrackingMetrics or CallRail.
When running both LSAs and Search ads, compare leads from each to assess performance.
LSAs often face lead quality issues, despite being pay-per-lead campaigns.
Google continues improving spam filtering and invalid lead detection for LSAs, but the system still isn’t perfect. Invalid leads can be disputed.
Ad positioning also differs between the two formats. LSAs typically appear at the top of the page, though fewer of them are shown compared to Search ads.
Showing in multiple placements isn’t a problem, but you should continually evaluate cost per lead, lead quality, and lead-to-customer conversion rates for both formats.
For larger budgets, several other Google Ads campaign types are worth testing. These can support lead generation directly or help build local brand awareness.
Display, Video and Demand Gen campaigns can generate leads on their own or build brand awareness for top-of-funnel audiences.
They work well for higher-priced products or services with longer sales cycles, and for lower-priced services that rely on staying top-of-mind – such as plumbing or AC repair.
Performance Max campaigns can also deliver strong lead volume.
However, because they extend beyond Search, it’s essential to monitor lead quality through your CRM and compare it against Search and LSA performance.
With Google Analytics and Google Ads tracking multiple touchpoints before a conversion, you may see fractional conversions.
For example, 0.5 for a Video campaign and 0.5 for a Search campaign – indicating that both contributed to a single lead.
While not a perfect system, this data provides useful context for how different campaigns interact across the customer journey.
Test and compare
Both small and large businesses can benefit from testing LSAs, and all should consider running them alongside Search campaigns to compare results.
There’s no one-size-fits-all approach – both formats can be profitable when properly tracked and optimized.
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The internet has become the go-to source for everything from trivia about celebrities to fixing our kitchen sinks. But the way people find that information? That’s changing fast.
Search engines don’t work the way they did five years ago. Machine learning now powers how Google understands queries, ranks content, and delivers results. The basic SEO strategies that used to work? They’re not enough anymore.
Miss this shift, and you miss traffic. Miss traffic, and you miss revenue.
Marketers who adapt to AI-powered search will dominate their niches. Those who don’t will watch their rankings drop.
Key Takeaways
AI SEO combines artificial intelligence with search engine optimization to improve keyword research, content creation, and technical optimization at scale.
Search engines like Google now use AI-powered algorithms (RankBrain, BERT, MUM) to understand user intent and deliver more relevant results.
AI tools can automate time-consuming SEO tasks like competitor analysis, content optimization, and technical audits, freeing your team to focus on strategy.
Zero-click searches and AI overviews mean you need to optimize not just for rankings, but for visibility in AI-generated summaries
Large language models (LLMs) like ChatGPT and Perplexity are becoming search alternatives, requiring a new approach to content that emphasizes expertise and proprietary insights.
What Is AI SEO and Why Is It Important?
AI SEO refers to using artificial intelligence to enhance SEO strategies (from keyword research to content optimization) while also optimizing your content for AI-powered search engines and platforms.
You need AI working for you in two ways: using AI tools to improve your SEO efficiency, and optimizing your content so AI systems recognize its value and surface it to users. Master both sides, and you’ll dominate your niche.
How AI Has Changed The World of SEO
AI has rewritten the SEO rulebook. Here are the biggest shifts marketers need to understand:
Zero-Click Searches Are Dominating
A growing percentage of searches now end without a click. Google’s AI Overviews, featured snippets, and knowledge panels answer questions directly in search results. This means you need to optimize for visibility in these AI-generated summaries, not just traditional blue-link rankings. Your content must be structured so it’s easily extracted and cited by AI.
LLM Platforms Are Becoming Search Alternatives
Large language models like ChatGPT, Perplexity, and Claude are handling search queries that would have gone to Google. These platforms synthesize information from multiple sources, which means your content needs to be authoritative enough to be selected and cited. Traditional click-through rates matter less; AI visibility is the new KPI.
Content Generation Has Scaled Exponentially
AI in marketing has made content creation faster and cheaper. Your competitors can now publish at volumes that were impossible five years ago. The bar for content quality has risen as a result. Generic information gets buried while deep expertise and proprietary insights stand out.
Google’s AI uses signals and patterns to distinguish genuine expertise from surface-level content. First-hand experience, original research, and unique perspectives now separate top-ranking content from everything else. (More on how to optimize for this later.)
AI SEO: Ways To Use AI To Improve Your Website
AI is changing how search engines work and transforming how marketers execute SEO strategies. Let’s look at the specific ways you can use AI tools and practices to boost your website’s performance and rankings.
Keyword Research With AI SEO
Keyword research used to be a manual slog. Now it’s a strategic advantage.
Modern platforms analyze SERPs at scale, identifying opportunities that would take humans weeks to uncover. Here’s what changes:
Hidden Opportunities at Scale
Scan thousands of keyword variations, search volumes, and competition levels in seconds. Long-tail keywords and topic clusters your competitors haven’t targeted? They surface automatically. Ubersuggest, for example, suggests related keywords based on semantic relationships, not just exact matches.
Intent Analysis Built In
Top-ranking content gets examined to determine whether searchers want information, products, or local services. No more guessing intent from a keyword, you see what types of content already rank.
Identify Link Building Targets
Backlink profiles across your industry get analyzed automatically. Sites that link to your competitors but not to you? Flagged. Broken links on authoritative sites where your content fits? Identified.
Trend Forecasting
Machine learning spots emerging search trends before they peak. Create content and build authority around topics as they gain traction, not after markets saturate.
The shift? Data analysis happens automatically. You focus on strategy and execution, choosing which opportunities align with your business goals.
Content Creation With AI SEO
AI has made content creation faster, but it hasn’t made quality optional. The most effective approach combines AI’s speed with human expertise and refinement.
Strategic Prompts Make the Difference
ChatGPT, Claude, and Jasper can generate outlines, first drafts, and variations. But generic prompts produce generic content. Your prompts need specifics: target keyword, desired tone, target audience, and the problem you’re solving. More context means better output.
Research and Ideation in Minutes
Top-performing content on any topic can be analyzed instantly. Common themes surface. Questions readers ask become visible. Gaps your content can fill get identified. Use this to generate multiple angles on a topic, then choose the most valuable approach for your audience.
The Human Element Separates Winners from Noise
Raw output lacks the expertise, personality, and unique insights that make content rank and convert. Your role:
Inject first-hand experience and proprietary data
Add specific examples from your work
Refine the tone to match your brand voice
Fact-check claims and add credible sources
Structure content for scannability
Draft the foundation in minutes. Spend your time on differentiation: original insights, case studies, expert analysis, and the depth that builds authority. This added input separates success from mediocrity.
As you can see in the graphic below, human-created content regularly outperforms AI-generated content in terms of traffic, and over extended periods, that gap only grows longer. Be sure to have some sort of human review/iteration to make the most of what AI can bring to the table.
Content Optimization With AI SEO
Optimization tools have evolved far beyond basic keyword checkers. They now analyze content quality, structure, and competitive positioning to deliver specific, actionable improvements.
Real-Time Optimization Suggestions
Your draft gets compared against top-ranking content instantly. Platforms like Surfer SEO, Clearscope, and Frase recommend keyword usage, content length, heading structure, and related topics to include. You see exactly how comprehensive your coverage needs to be.
Complex sentences? Flagged. Passive voice? Identified. Grammarly and Hemingway Editor suggest tone adjustments based on your target audience. Better readability keeps users on your page longer, a signal search engines track closely.
Semantic SEO and Topic Clusters
AI tools identify related concepts and subtopic clusters you should cover. This helps you build topic authority by creating comprehensive content that answers multiple related questions. Search engines favor sites that demonstrate depth of knowledge.
Use AI to identify gaps, verify you’re covering topics comprehensively, and polish your content to perform better in search results.
Scale Your SEO
The biggest advantage? Handling repetitive, time-consuming tasks at scale. Your team gets to focus on strategy and creative work that drives results.
Automated Technical Audits
Your entire site gets crawled automatically. Broken links, slow-loading pages, duplicate content, missing meta tags, all identified. Ahrefs and Semrush have audit features that can review your site and provide recommendations more easily.
Systematic Content Gap Analysis
Your content library compared against competitors reveals topics they cover that you don’t. Underperforming content that needs refreshing or consolidation surfaces automatically. You build comprehensive topic coverage systematically instead of guessing.
Reporting Without the Grunt Work
Analytics platforms track rankings, traffic, and conversions across hundreds of keywords. Trends get identified. Issues get flagged. Reports generate themselves. You spend less time pulling numbers and more time acting on insights.
Site-Wide Changes in Bulk
Need to update meta descriptions, image alt text, or internal links across your entire site? Some platforms handle the execution while you focus on strategy.
The outcome: manage SEO for larger sites with smaller teams, or handle more clients without burning out your staff.
Competitor Analysis
Competitor analysis reveals what’s working for your competition and where they’re vulnerable.
Modern platforms analyze competitor websites to show which keywords drive their organic traffic, what content topics perform best, their backlink profiles, technical SEO strengths and weaknesses, and content gaps you can exploit.
Semrush, Ahrefs, and SpyFu process massive amounts of data and identify patterns you’d never spot manually. Competitor pages ranking for multiple keywords? Visible. Content formats that work in your niche? Clear. Sites that link to competitors but not to you? Identified.
Make informed decisions: which topics to prioritize, what content formats to use, where to focus link-building efforts. Learn from what already works instead of guessing.
How To Optimize For AI SEO
Optimizing for AI-powered search engines and LLMs requires a different approach than traditional SEO. Here’s what you need to focus on:
Structure Content for AI Extraction
AI systems look for clear, well-organized information they can extract and cite. Use descriptive headings, concise paragraphs, and clear answers to common questions. Featured snippet-style formatting (definitions, lists, key takeaways, step-by-step instructions) makes your content easy for AI to parse and present.
Double Down on E-E-A-T
As mentioned earlier, Experience, Expertise, Authoritativeness, and Trustworthiness now separate content that ranks from content that doesn’t. Include author credentials. Cite original sources. Demonstrate first-hand experience. Generic information AI could generate itself won’t cut it. Unique insights and proprietary data will.
Use Schema Markup
Structured data helps AI understand your content context. Implement schema for articles, FAQs, how-tos, and reviews. This increases the likelihood of your content being featured in AI-generated summaries.
Optimize for Conversational Queries
LLMs respond to natural language questions. Create content that answers specific questions clearly. Think about how people phrase questions to voice assistants or chatbots, not just how they type into search boxes.
Build Topical Authority
Create comprehensive content clusters around core topics. AI systems favor sites that demonstrate depth of knowledge. Cover a topic from multiple angles rather than creating isolated articles.
AI and Search Everywhere Optimization
Search is no longer confined to Google. Users now find information across ChatGPT, Perplexity, social media platforms, and voice assistants. This is where Search Everywhere Optimization comes in.
AI has accelerated the fragmentation of search. Different platforms use different algorithms, but they all rely on AI to understand and rank content. Search Everywhere Optimization means:
Creating content optimized for multiple platforms, not just Google
Understanding how different AI systems evaluate and cite content
Building brand presence across the entire discovery ecosystem
Optimizing for both traditional SEO and LLM visibility
Marketers who focus solely on Google risk missing audiences who search elsewhere. AI makes it possible to optimize for multiple platforms simultaneously. However, it requires a broader strategic view of where your audience searches and how different AI systems work.
The future of SEO is about being discoverable everywhere your audience looks for information, not just ranking on Google.
FAQs
How to use AI for SEO?
Use AI tools for keyword research to identify opportunities at scale. Generate content outlines and first drafts, then add human expertise and refinement. Automate technical audits to find and fix site issues. Analyze competitor strategies to inform your approach. Use AI for content optimization suggestions, but always verify recommendations align with your goals and audience needs.
Will AI replace SEO?
No. AI is transforming how SEO works, but it won’t replace the discipline. Search engines still need quality content to rank, and users still need helpful information. AI handles repetitive tasks and data analysis, but human expertise, creativity, and strategic thinking remain essential. The most successful approach combines AI efficiency with human insight and experience.
What is AI SEO?
AI SEO refers to two practices: using artificial intelligence tools to improve your SEO efficiency (keyword research, content creation, technical audits), and optimizing your content so AI-powered search engines and platforms recognize its quality and surface it to users. Both aspects are critical for modern search visibility.
Conclusion
AI has fundamentally changed how search works, but it has also given marketers powerful new tools to compete and win.
The marketers who succeed won’t be the ones who resist AI or rely on it completely. They’ll be the ones who understand how to use AI strategically: automating repetitive tasks, generating insights at scale, and creating content that both AI systems and humans recognize as valuable.
Start by integrating AI tools into one aspect of your SEO workflow. Test what works. Refine your approach. Then expand to other areas.
Need help implementing these AI SEO strategies? I offer SEO consulting services to help businesses as the marketing world evolves.
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There are over 1.3 million licensed attorneys in the United States. Tens of thousands of law firms are fighting for the same clients. The legal market is saturated, and potential clients start their search on Google or an AI platform like ChatGPT well before they pick up the phone.
If your firm isn’t visible in those searches, you don’t exist.
That’s where strategic law firm marketing makes the difference. This guide breaks down the digital strategies that actually work for legal practices. You’ll learn how to attract high-value clients, build trust in a skeptical market, and grow your practice without relying solely on referrals.
Key Takeaways
Legal marketing requires compliance with bar association ethics rules that don’t apply to other industries.
Digital strategies like SEO and content marketing generate qualified leads at a lower cost than traditional advertising.
Trust signals (reviews, credentials, case results) matter more in legal services than almost any other field.
Multi-channel campaigns combining organic visibility, paid ads, and reputation management deliver the best ROI.
Tracking performance metrics helps you invest in what works and cut what doesn’t.
Why Do Law Firms Need Marketing?
Running a law firm without marketing is like opening a practice in the desert and expecting clients to find you. They won’t.
Your potential clients are researching multiple firms before making contact. They’re reading reviews, comparing credentials, and looking for proof that you understand their specific problem. If you’re not actively managing your online presence, you’re losing cases to firms that are.
Marketing does three things for law firms:
First, it creates visibility. Your ideal clients need to know you exist before they can hire you.
Second, it builds authority. Publishing helpful content, earning positive reviews, and showcasing your expertise all signal that you’re credible and trustworthy.
Third, it drives qualified leads. Good marketing doesn’t just bring traffic. It brings people who actually need your services.
Word of mouth still matters, but it’s no longer enough. Potential clients want to verify that word of mouth online before they commit. Your digital presence is how they do that.
What Makes Law Firm Marketing Unique?
Legal marketing operates under constraints that don’t apply to most other industries:
Advertising Restrictions: Every state bar has rules about what lawyers can and cannot say in their marketing. Some prohibit guarantees about outcomes. Others restrict testimonials or case results. You need to know your jurisdiction’s rules before launching any campaign, or you risk disciplinary action.
High-Stakes Decision Making: Hiring a lawyer is personal. Clients are dealing with divorces, criminal charges, business disputes, or injuries. They’re stressed, skeptical, and risk-averse. They won’t hire you based on a flashy ad. They need proof that you understand their situation and can deliver results.
Longer Sales Cycle: Legal services aren’t impulse purchases. Potential clients might research for weeks or months before reaching out. Your marketing needs to stay in front of them during that entire window, building trust over time.
Practice Area Complexity: Marketing for personal injury law looks different than marketing for corporate law or family law. Each practice area attracts different clients with different concerns. A one-size-fits-all strategy doesn’t work.
These factors mean legal marketing has to be clear, ethical, and focused on building credibility. Aggressive tactics backfire. Shortcuts can get you penalized by Google or your state bar.
Digital Marketing Strategies For Law Firms
Digital marketing is where law firms win or lose new clients today. The strategies below consistently generate results for legal practices. Each section includes specific tactics you can implement, along with real examples of how firms are using them effectively.
SEO is the foundation of sustainable legal marketing. Unlike paid ads, organic search traffic is free once you’ve earned those rankings. The challenge is that legal SEO is competitive. You’re up against established firms with years of content and backlinks.
Here’s what works for legal SEO:
Optimize on-page elements for both users and search engines. Your title tags should include your primary keyword and location. Meta descriptions should summarize your value proposition and include a call to action. Header tags should structure your content logically, making it easy for both readers and search crawlers to understand the page hierarchy.
Create location-specific landing pages for every city or region you serve. A firm with offices in multiple cities needs dedicated pages for each location. Don’t just change the city name and duplicate the content. Each page should include location-specific information: local laws, nearby courts, testimonials from clients in that area, and details about your physical office.
Build high-quality backlinks from reputable sources. In legal SEO, links from other law firms, legal directories, local news sites, and educational institutions carry more weight than links from random blogs.
Fix technical SEO issues that hurt your rankings. Slow page load times, broken links, duplicate content, and poor mobile optimization all damage your ability to rank. Run regular technical audits using tools like Screaming Frog or Semrush to identify and fix these issues.
The screenshot below shows what winning local legal SEO looks like. The firm’s Google Business Profile appears in the map pack with reviews, photos, and complete business information. This placement is critical because the map pack appears above organic results for local searches.
Social Media For Law Firms
Social media content helps law firms stay top of mind, humanize their brand, and reach potential clients where they already spend time. While social platforms aren’t primary lead generation channels for most legal practices, they play an important supporting role in your overall marketing strategy.
The key to legal social media is providing value without crossing ethical boundaries. You can’t share confidential case information. You can’t make misleading claims about results. But you can educate, engage, and build relationships.
Here’s how law firms use social media effectively:
Focus on platforms where your target clients are active. For consumer-facing practices (family law, personal injury, criminal defense), Facebook and Instagram work well. For business-focused practices (corporate law, employment law), LinkedIn is more effective. YouTube works across the board because video content explains complex legal topics better than text.
Share educational content that addresses common questions and concerns. Post short explanations of legal concepts, updates on relevant laws, and tips for handling legal situations. A criminal defense firm might share “Your Rights During a Traffic Stop” or “What to Do If You’re Served with a Lawsuit.”.
Use video to make legal topics accessible. Short-form video performs exceptionally well on social platforms. Film yourself explaining a legal concept in 60 seconds. Show your office and introduce your team. Record client testimonials (with permission and following bar rules). Video humanizes your practice and makes you more relatable than competitors who only post text and stock photos.
Engage with your audience through comments and direct messages. Social media is a two-way channel. When someone comments on your post with a question, respond promptly and helpfully. When potential clients reach out via direct message, direct them to schedule a consultation. This responsiveness builds trust and can generate leads.
Law Firm Content Marketing
Content marketing helps law firms educate potential clients, demonstrate authority, and improve SEO.
Content marketing works for law firms because legal services are complicated. Potential clients don’t understand the process, the timeline, or what to expect. They’re searching for answers before they’re ready to hire anyone. If you provide those answers, you become the obvious choice when they’re ready to move forward
Here’s what effective legal content marketing looks like:
Create detailed blog posts and guides that address specific legal questions. Don’t write generic fluff. Write content that actually helps someone understand their situation. A family law firm might publish “What to Expect During Mediation in a Texas Divorce” or “How to Modify a Child Custody Agreement.” These are specific, actionable, and demonstrate expertise.
Build practice-area-specific landing pages that target local searches. A personal injury lawyer in Miami needs a page optimized for “Miami car accident lawyer” that explains Florida’s comparative negligence laws, statute of limitations, and what damages clients can recover.
The screenshot below shows exactly this approach in action. Notice the clear table of contents with headers focusing on different aspects of the probate process.
Develop lead magnets like checklists or downloadable guides. Offer something valuable in exchange for an email address. A criminal defense attorney might offer “10 Things to Do If You’re Arrested” as a downloadable PDF. This builds your email list and establishes authority.
Update old content regularly to keep it accurate and relevant. Laws change. Case precedents evolve. If your blog post from 2019 references outdated information, it hurts your credibility and your SEO. Review your top-performing content every six months (as a start) and refresh it as needed.
Paid Media for Law Firms
Paid search ads let law firms appear instantly at the top of Google for high-intent keywords. Unlike SEO, which takes months to build, PPC delivers immediate visibility. For competitive legal markets, paid media is often the fastest way to generate leads.
Legal keywords are expensive. Terms like “personal injury lawyer” or “DUI attorney” can cost $50 to $200 per click in major markets. That’s why your campaigns need to be highly targeted and conversion-optimized. You can’t afford to waste budget on broad, low-intent traffic.
Here’s how to make paid media work for legal services:
Use geo-targeted campaigns to focus on your actual service area. If you’re a divorce lawyer in Austin, don’t waste budget on clicks from Dallas or Houston. Set tight geographic boundaries around the areas where you can take cases. This reduces irrelevant traffic and improves your cost per lead.
Bid on high-intent keywords that signal immediate need. Someone searching “hire DUI lawyer tonight” or “emergency custody attorney” is ready to act now. These keywords cost more, but they convert at higher rates than informational searches like “what is a DUI.”
Set up call-only campaigns for mobile users. Over 60% of legal searches happen on mobile devices, and many users prefer to call immediately rather than fill out forms. Call-only ads display a phone number instead of a website link, making it easy for mobile searchers to connect with your firm right away. The example below demonstrates this perfectly. The firms use location extensions (address and map), call extensions (phone number), and sitelink extensions to maximize their ad’s real estate and provide multiple paths for potential clients to take action.
Track conversions beyond clicks. Use call tracking software to measure which keywords drive phone inquiries. Connect your PPC platform to your CRM so you can see which campaigns generate actual consultations and signed clients, not just website visits.
Law Firm LLM Marketing
AI-powered search is changing how people find legal help. Tools like ChatGPT and Google’s AI Overviews pull information directly from web content and display it without sending users to websites. For law firms, this means your content needs to be structured so AI can find it, understand it, and cite it.
LLM marketing means optimizing for these AI-driven search experiences. You’re not just trying to rank on page one anymore. You’re trying to become the source that AI tools reference when someone asks a legal question, whether it’s on or off Google.
Here’s what actually works:
Write content that directly answers common legal questions. Don’t bury the answer three paragraphs in. Start with a clear, concise response, then expand with details. AI tools favor content that gets to the point quickly.
Use schema markup to help AI understand your content structure. Schema tells search engines (and AI) what your content is about: whether it’s a how-to guide, a FAQ, a service page, or something else. This makes it easier for AI to pull the right information.
Focus on E-E-A-T (Experience, Expertise, Authority, Trustworthiness). Google’s search quality guidelines emphasize these factors, and AI tools are trained on similar principles. Showcase your credentials, cite your sources, and demonstrate real-world experience with the cases you discuss.
Target long-tail, question-based keywords. People ask AI tools questions the same way they’d ask a lawyer: “What happens if I get a DUI in California?” or “How long does a divorce take in Texas?” Create content that mirrors these natural queries.
Look at the example below. AI Overviews now surface legal information directly in search results by pulling from multiple authoritative sources. One way a personal injury firm could earn placement for a query like this is by publishing comprehensive guides that answer common accident questions with clear structure and proper schema markup.
Email Marketing For Law Firms
Email marketing is one of the most underutilized channels in legal marketing. Many firms assume people don’t want to hear from lawyers via email, but that’s not true. If you’re providing value, people will open your emails.
Email works because it keeps your firm top of mind during the long decision-making process that legal services require. Someone might visit your website, read a blog post, and then not be ready to hire you for another three months. Email lets you stay connected during that time.
Here’s how to build an effective email marketing strategy for your law firm:
Segment your email list by practice area and stage in the client journey. Don’t send the same email to everyone. A personal injury lead who downloaded your “Car Accident Checklist” needs different content than a business owner who attended your webinar on employment law. Segment your list so you can send relevant, targeted messages.
Create automated email sequences for lead nurturing. When someone downloads a lead magnet or fills out a contact form, trigger an automated sequence that provides additional value over the next few weeks. For example, a family law firm might send a series of emails covering “Preparing for Your First Divorce Consultation,” “Understanding Texas Community Property Laws,” and “What to Expect in Mediation.”
Share valuable content in your newsletters, not just promotional messages. The email example below gets this right. It includes a personal message from an attorney, links to recent blog posts, a featured case study, and upcoming events.
Always include a clear call to action. Every email should guide recipients toward a next step: schedule a consultation, download a resource, read a related blog post, or call your office. Make it easy for interested recipients to take action.
Law Firm Reputation Management
Your online reputation can make or break your ability to attract new clients. Studies show that 97% of consumers read online reviews before choosing a local business, and legal services are no exception. Potential clients research your firm’s reviews before reaching out.
Reputation management is about actively monitoring and influencing what people find when they search for your firm online. This isn’t necessarily about hiding negative feedback (which is impossible and often unethical), but building enough positive reviews and content that a few negative comments don’t dominate your online presence.
Here’s how law firms manage their reputation effectively:
Ask satisfied clients for reviews at the right time. The best time to request a review is right after a successful outcome, when clients are most grateful and engaged. Make the process easy by sending a direct link to your Google Business Profile or preferred review platform. Don’t offer incentives for positive reviews (this violates most platform policies).
Respond to all reviews, both positive and negative. Thank clients who leave positive reviews. For negative reviews, respond professionally and avoid getting defensive. Your response shows future clients how you handle criticism and difficult situations.
Monitor your firm’s online mentions across the web. Set up Google Alerts for your firm name and key attorneys. Check legal directories, social media, and review platforms regularly. If you find inaccurate information or fake reviews, report them to the platform. If you find negative but legitimate feedback, use it as an opportunity to improve your client experience.
Showcase testimonials and case results on your website, social media, and Google Business Profile (while following bar association rules). Look at the example below. This firm has over 500 reviews with a 4.8-star average, demonstrating consistent client satisfaction over time. The reviews are recent, which carries more weight with potential clients. The visible
Law Firm Website UX
Your website is often your first impression with potential clients. If it’s slow, confusing, or unprofessional, you’ve lost them before any real interaction happens. Good website UX (user experience) makes it easy for visitors to find information, trust your expertise, and contact you.
Law firm websites need to balance professionalism with accessibility. You want to appear credible and authoritative, but not intimidating or corporate. You want to showcase your expertise, but not overwhelm visitors with legal jargon.
Here’s what makes a law firm website effective:
Use clear, prominent calls to action. Every page should make it obvious how to contact you. “Schedule a Free Consultation” or “Call Now” buttons should be visible without scrolling. Include your phone number in the header of every page, especially for mobile users who want to call immediately.
Keep navigation simple and intuitive. Potential clients should be able to find practice area pages, attorney bios, and contact information within two clicks from the homepage. Avoid dropdown menus with too many options. Use clear labels that describe what visitors will find (not clever marketing language that confuses people).
Display trust signals above the fold. Show your credentials, years of experience, number of cases won, bar memberships, and awards in prominent locations. Potential clients need to see evidence of your expertise and track record before they’ll trust you with their case.
Optimize for mobile devices. Your website needs to load quickly, display correctly on small screens, and make it easy to call or fill out forms from a phone. Test your site on multiple devices to ensure the experience is smooth everywhere.
Measuring Your Law Firm Marketing Success
If you’re not tracking results, you’re guessing. Law firm marketing requires measurement to know what’s working and where to invest more resources.
Here are the key performance indicators every law firm should monitor:
Website traffic and traffic sources: Use Google Analytics to track how many people visit your site and where they come from (organic search, paid ads, social media, referrals). This tells you which channels drive the most visitors and helps you allocate budget effectively.
Keyword rankings: Monitor your positions for target keywords using tools like Semrush or Ubersuggest. Track both your overall visibility and specific rankings for high-value terms in your practice areas. Regular ranking reports show whether your SEO efforts are paying off.
Lead volume and quality: Count how many leads you generate each month through different channels (contact forms, phone calls, chat messages, consultation requests). But don’t just count quantity. Track lead quality by measuring how many leads turn into consultations and how many consultations become clients.
Cost per lead and cost per client: For paid campaigns, calculate how much you spend to acquire each lead and each new client. This ROI data helps you decide which campaigns to scale and which to pause. A channel that generates cheap leads but low conversion rates might be less valuable than one with higher costs but better-qualified prospects.
Review volume and ratings: Track your review count and average rating across platforms over time. Growing review volume signals that your reputation management efforts are working. Declining ratings indicate potential service issues that need attention.
Use tools like Google Looker Studio to build dashboards that centralize all this data. Having everything in one place makes it easier to spot trends, make decisions, and report results to partners or stakeholders.
FAQs
What is law firm marketing?
Law firm marketing refers to the strategies and tactics used to attract, engage, and convert clients for a legal practice. It includes SEO, content marketing, PPC, social media, and reputation management.
How do you market a law firm effectively?
Focus on your ideal client. Build trust through content, reviews, and clear communication. Invest in SEO and paid search to get in front of people actively looking for help. Track your results and adjust as needed.
How much does law firm marketing cost?
Costs vary based on location, competition, and strategy. Solo attorneys might spend $1,000/month, while larger firms can invest $10,000+ monthly. Start with what fits your goals and scale as you grow.
Conclusion
Effective law firm marketing separates the practices that grow from those that struggle. Visibility, credibility, and consistent lead generation don’t happen by accident. They require strategy, execution, and ongoing optimization.
Start with one or two channels where your ideal clients spend time. Build your foundation with SEO and a strong website. Add paid advertising for immediate results. Strengthen your reputation through reviews and client testimonials. Track everything so you know what’s driving results.
If you need help building a marketing strategy that brings in qualified clients, NP Digital’s consulting services can help you develop and execute a plan tailored to your practice.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-10-31 19:00:002025-10-31 19:00:00 Law Firm Digital Marketing Strategies
The U.S. roofing market hit $23.35 billion in 2024, and competition is fiercer than ever. With over 96,000 roofing contractors registered nationwide, you’re not just competing with the shop down the street anymore.
While 79% of homeowners still find roofers through word-of-mouth, 62% also go online. And here’s the game-changer: many of those searches now happen through AI tools like ChatGPT and Google’s AI Overviews before homeowners ever see a traditional search result.
Search interest in “roofing companies” grew 107% year-over-year. The roofing business has always been built on trust and reputation. What’s changed is how potential customers find you and decide whether to call.
This guide breaks down the marketing strategies that work for roofing companies in 2025. No theory, just the tactics that help you get found and hired.
Key Takeaways
Roofing customers make decisions based on urgency and trust. Storm damage creates immediate need, while planned replacements involve months of research and multiple contractor comparisons.
Local visibility matters more for roofers than almost any other industry. Homeowners rarely hire contractors outside their service area, making hyper-local SEO and Google Business Profile optimization essential.
Your online reputation competes directly with word-of-mouth referrals. Homeowners check reviews before calling, and a strong rating can override even a neighbor’s recommendation.
AI search tools now answer roofing questions like “how much does a roof replacement cost” before showing traditional results, changing how you need to structure content to get cited.
Roofing marketing must address both emergency repairs and planned replacements. Your strategy needs to capture homeowners searching “roof leak repair now” and those researching “best roofing materials” six months before they’re ready to buy.
Why Do Roofing Businesses Need Marketing?
72% of roofing contractors expect sales growth in 2025, but hoping for growth and planning for it are two different things. Marketing is about making sure you’re visible when a homeowner’s roof starts leaking or when they’re ready to replace those 20-year-old shingles.
67% of homeowners say online reviews are extremely or very important in their purchasing decision. That means your reputation online matters just as much as the quality of your work. Maybe more, because prospects check your reviews before they ever meet you. When you look for a roofer in your area, reputation signals like ratings and reviews are front and center in the SERP.
Marketing also keeps your pipeline full during slow seasons. Storm damage creates spikes in demand, but you need a steady flow of leads year-round to keep crews working and revenue stable. Without marketing, you’re reactive. With it, you’re in control.
The roofing companies that invest in marketing don’t just survive. They grow, scale, and dominate their local markets. The ones that don’t? They’re competing on price alone, and that’s a race to the bottom nobody wins.
What Makes Roofing Marketing Unique?
Roofing sits at an unusual intersection in home services. Half your leads need you right now because of storm damage or leaks. The other half are planning six months out, researching materials and comparing quotes.
Most roofing demand comes from re-roofing, with the median U.S. home age nearing 40 years. That creates a predictable replacement cycle, but it also means homeowners treat roofing as a major investment. They’re not impulse buying. They’re checking multiple contractors, reading dozens of reviews, and asking neighbors who they used.
Trust matters more in roofing than almost any trade. You’re asking homeowners to spend $15,000 to $30,000 or even more on something they can’t see once it’s installed.
The buying cycle also varies wildly. Emergency repairs convert in hours. Full replacements take weeks or months of consideration. Your marketing needs to serve both audiences without confusing either one.
Digital Marketing Strategies For Roofing
The tactics below aren’t theory. They’re what actually works for roofing companies competing in local markets right now.
Each strategy addresses a specific part of the customer journey. LLM marketing and SEO capture homeowners in research mode. Paid ads grab emergency leads when speed matters. Social media and content build trust over time. Email nurtures prospects who aren’t ready to buy today. Reputation management turns past customers into your best salespeople.
You don’t need to master all of these on day one. Start with the channels where your best customers are already looking, then expand as you see results.
Roofing SEO
SEO puts your roofing company in front of homeowners during their research phase, weeks or months before they’re ready to get quotes. 76% of people who search on their smartphones for something nearby visit a business within a day, making local SEO critical for roofing contractors competing in specific service areas. Businesses that appear in the Google 3-pack see a 34% higher click-through rate compared to other organic results.
Here’s what drives SEO results for roofing companies:
Optimize your Google Business Profile completely. Fill out every section of your Google Business Profile, choose “Roofing Contractor” as your primary category, add secondary categories like “Roof Repair Service” or “Metal Roofing Company,” and upload photos weekly.
Target service-specific local keywords. Create separate pages for “roof replacement [city],” “storm damage repair [city],” and “roof leak repair [city].” Don’t lump all services onto one generic page. Homeowners search for specific solutions in specific locations.
Build consistent local citations. List your business on Angi, HomeAdvisor, BBB, and roofing-specific directories with identical NAP (Name, Address, Phone) information everywhere. Inconsistent listings confuse Google and hurt rankings.
Create location-specific content for each service area. If you serve multiple cities, build individual pages for each location with unique content about local roofing challenges, weather patterns, and building codes. Don’t just swap city names in template pages.
Roofing Social Media
Social media isn’t optional for roofing companies anymore. Social media content now ranks prominently in Google search results, meaning your Facebook posts and YouTube videos can appear when homeowners search for roofing services. 89% of consumers will buy from a brand after following it on social media.
Some roofing companies might avoid social media because they don’t want to be on camera or don’t know what to post. But social media isn’t about you. It’s about showing homeowners what to expect and staying top of mind when their roof needs work.
Here’s how roofing companies should use social media:
Post project transformations consistently. Before-and-after photos of completed jobs prove you can solve problems. Show storm damage repairs, full replacements, and material upgrades. Too much promotional content is a major turn-off, so focus on showing your work, not selling your services.
Feature your crew, not just roofs. Show your team working safely, explain the process, and humanize your brand. Homeowners hire people, not companies. Let them see who shows up to their house.
Create educational content about local roofing issues. Post about how local weather affects roofs, when to replace vs. repair, and what homeowners should look for during inspections. Educational content positions you as the expert.
Respond to comments and messages immediately. Social media is a customer service channel. Homeowners asking about pricing or availability in your comments expect fast responses. Slow replies lose jobs to competitors.
Roofing Content Marketing
Homeowners research roofing projects for months before hiring a contractor. Content marketing puts your company in front of them during that research phase, building trust before they’re ready to get quotes.
Content works differently for roofing than other industries. It’s not about entertainment. You’re educating homeowners who need to make a major financial decision about something they don’t understand. Most people replace a roof once or twice in their lifetime. They don’t know what questions to ask.
Here’s what roofing content should cover:
Create buying guides specific to your region. Write about which roofing materials work best in your local climate, how local weather patterns affect roof lifespan, and what building codes homeowners need to know. A guide for Florida roofs looks completely different than one for Colorado.
Break down the replacement process. Explain timeline expectations, how crews protect landscaping, what noise levels to expect, and how homeowners should prepare. Demystifying the process reduces anxiety and objections during sales calls.
Address insurance and financing. Homeowners want to know if insurance covers storm damage, how to file claims, and what financing options exist. Content that answers these questions captures leads who are ready to move forward but need help with payment logistics.
Show your work through project galleries. Before-and-after photos with detailed captions explaining the problem, solution, and materials used build credibility better than any sales copy.
Roofing Paid Media
Paid ads put your roofing company in front of homeowners at the exact moment they need help. When someone searches “roof repair near me” at 8 AM after a night of heavy rain, that’s not casual browsing. That’s intent. PPC advertising captures those high-intent leads before they call your competitors.
For roofing and gutters, the average cost per click can be expensive compared to other home services, but the payoff justifies the cost. Well-optimized campaigns can bring in up to $8 for every $1 spent, especially during storm season when demand spikes.
Here’s how to make paid ads work for roofing:
Separate emergency from planned replacement campaigns. Someone searching “roof leak repair now” needs different messaging than someone researching “best roofing materials.” Create distinct campaigns for each stage of the buying cycle with appropriate landing pages when someone clicks through from a paid ad. The examples below show that path down the sales funnel.
Use location targeting aggressively. Bid higher on zip codes you actually service. Storm-damaged areas command premium ad costs, but they also convert faster. Adjust bids based on weather patterns and recent storm activity.
Track phone calls, not just form fills. Most roofing leads call directly from mobile search results. Set up call tracking so you know which keywords and ads generate actual conversations, not just website visits.
Add negative keywords religiously. Exclude searches for “DIY roof repair,” “roofing jobs,” and “roofing materials wholesale” unless you serve those markets. Wasted clicks drain budgets fast in high-CPC industries like roofing.
Roofing LLM Marketing
AI SEO for roofers helps roofing companies appear in answers from large language models like those that power ChatGPT, Perplexity, and Google’s AI Overviews. When a homeowner asks “What should I do about a roof leak?” or “How much does a roof replacement cost?” they’re not always clicking through to websites anymore. They’re getting answers directly from AI.
Market projections suggest that LLMs will capture 15% of the search market by 2028. That’s not replacing Google, but it’s changing how homeowners research roofing services before they ever pick up the phone.
When homeowners search for roofing services, AI-generated overviews now often appear before traditional search results, answering questions with cited sources. Getting your roofing company included in those citations means more visibility even when prospects don’t click through to your site.
Here’s what works for roofing companies optimizing for AI search:
Answer specific questions directly. Create content that addresses exact homeowner concerns like “How long does a roof replacement take?” or “What causes shingles to curl?” AI tools favor sources that give clear, complete answers.
Use structured data. Add FAQ schema and How-To schema to your pages. This helps AI understand what your content covers and makes it easier to cite you as a source.
Build topical authority. Cover one roofing topic completely rather than surface-level content on 20 topics. Write comprehensive guides on roof types, materials, and local weather considerations specific to your service area.
Keep information current. AI tools generally pull from fresh, accurate content. Update your pricing guides, material comparisons, and storm preparation advice regularly with current information and timestamps.
Email Marketing For Roofing
Most roofing jobs don’t happen immediately. Homeowners research for months before getting quotes, then take more time comparing contractors. Email keeps your company in front of prospects during that entire decision-making process without requiring constant manual follow-up.
Email marketing is one of the highest ROI channels for roofing companies. Unlike social media where algorithms control visibility, email lands directly in the inbox of people who actually want to hear from you.
Here’s how to use email marketing for roofing:
Segment your list by customer type. Emergency repair leads need different messaging than planned replacement prospects. Past customers get maintenance reminders. Property managers receive commercial service updates.
Send seasonal maintenance reminders. Email past customers before storm season with inspection offers. Send fall gutter cleaning reminders. Winter ice dam prevention tips. Timely, helpful emails keep you top of mind when they need work again.
Nurture leads who requested quotes but didn’t book. Set up automated follow-up sequences for prospects who got estimates but haven’t committed. Share financing options, customer testimonials, and limited-time offers to move them toward a decision.
Build your list with valuable content. Offer free roof inspection checklists, seasonal maintenance guides, or storm damage assessment tools in exchange for email addresses. Gated content attracts qualified leads who are actively researching roofing services.
Roofing Reputation Management
Your reputation online directly impacts whether prospects call you or your competitor, especially when considering high-stakes decisions like roofing. Reputation management for roofing companies means actively controlling what homeowners see when they research your business. One bad review on the first page of Google can cost you thousands in lost jobs.
Here’s how to manage your roofing reputation:
Ask for reviews immediately after job completion. Send a text or email with a direct link to your Google Business Profile while the customer is still happy. Timing matters. Ask three days later and response rates drop significantly. Be sure to have a section for relevant testimonials on your site as well.
Respond to every review, good and bad. Thank customers for positive reviews and mention the specific project. For negative reviews, acknowledge the issue publicly, explain what happened, and offer to make it right. Future prospects read your responses.
Monitor review sites beyond Google. Track Angi, HomeAdvisor, BBB, Facebook, and Yelp. Homeowners check multiple platforms before calling, so you need consistent positive reviews everywhere.
Address negative reviews offline first. Call unhappy customers before they leave public reviews. Solve the problem directly. Many will update or remove negative reviews if you fix the issue quickly.
Measuring Your Roofing Marketing Success
You can’t improve what you don’t measure. Marketing without tracking is just hoping things work. What you are looking to focus on may vary based on short-term and long-term goals.
Track these metrics to understand what’s actually driving results:
Cost Per Lead (CPL): Divide total marketing spend by number of qualified leads in your service area who are ready to book. If you’re spending $500 per lead when competitors spend $150, something’s broken.
Lead-to-Customer Conversion Rate: How many leads become paying customers? Even a slight improvement from 2% to 4% can double your leads without increasing traffic. Track this by marketing channel to see which sources close.
Return on Ad Spend (ROAS): For every dollar spent on paid ads, how much revenue comes back? If you’re spending $5,000 monthly on Google Ads but only booking $3,000 in jobs, you’re burning money.
Website Conversion Rate: Track phone calls and form submissions separately. Most roofing leads call directly from mobile search, so call tracking matters more than form fills.
Use Google Analytics, call tracking software, and your CRM to monitor these metrics monthly. Set up dashboards showing performance by channel so you can cut what doesn’t work and double down on what does.
FAQs
How do I market a roofing company?
Start with local SEO and Google Business Profile optimization since most homeowners search for roofers nearby. Get reviews systematically after every job. Run Google Ads targeting emergency repair keywords and service-specific terms in your area. Post project photos and educational content on social media. Build an email list to nurture leads who aren’t ready to book immediately. Track which channels produce the best leads and focus your budget there.
What is roofing marketing?
Roofing marketing is the process of attracting homeowners who need roof repairs, replacements, or inspections and converting them into paying customers. It combines local SEO, paid advertising, content creation, social media, email marketing, and reputation management to capture leads at different stages of the buying cycle. Effective roofing marketing addresses both emergency repair needs and planned replacement projects with different strategies for each.
Conclusion
Roofing marketing isn’t about choosing one tactic and hoping it works. It’s about building a system that captures homeowners at every stage, from the first Google search to the follow-up email six months later.
Start with what matters most for roofing: local visibility. Optimize your Google Business Profile, get reviews, and make sure you show up when homeowners search for help. Layer in paid ads for emergency leads and content for long-term trust building.
The roofing companies winning in 2025 aren’t the ones with the biggest trucks. They’re the ones who show up first online, prove they’re trustworthy before the phone rings, and stay in touch until homeowners are ready to buy.
Need help building a complete marketing strategy? My marketing consulting services can help you dominate your local market.
Google has expanded the What’s happening feature within Google Business Profiles to restaurants and bars in the United Kingdom, Canada, Australia, and New Zealand. It is now available for multi-location restaurants, not just single-location restaurants.
The What’s happening feature launched back in May as a way for some businesses to highlight events, deals, and specials prominently at the top of your Google Business Profile. Now, Google is bringing it to more countries.
What Google said. Google’s Lisa Landsman wrote on LinkedIn:
How do you promote your “Taco Tuesday” in Toledo and your “Happy Hour” in Houston… right when locals are searching for a place to go?
I’m excited to share that the Google Business Profile feature highlighting what’s happening at your business, such as timely events, specials and deals, has now rolled out for multi-location restaurants & bars across the US, UK, CA, AU & NZ! (It was previously only available for single-location restaurants)
This is a great option for driving real-time foot traffic. It automatically surfaces the unique specials, live music, or events you’re already promoting at a specific location, catching customers at the exact moment they’re deciding where to eat or grab a cocktail.
What it looks like. Here is a screenshot of this feature:
More details. Google’s Lisa Landsman added, “We’ve already seen excellent results from testing and look forward to hearing how this works for you!”
Availability. This feature is only available for restaurants & bars. Google said it hopes to expand to more categories soon. It is also only available in the United States, United Kingdom, Canada, Australia, and New Zealand.
The initial launch was for single-location Food and Drink businesses in the U.S., UK, Australia, Canada, and New Zealand. It is now available for multi-location restaurants, not just single-location restaurants.
Why we care. If you manage restaurants and/or bars, this may be a new way to get more attention and visitors to your business from Google Search. Now, if you manage multi-location restaurants or bars, you can leverage this feature.
Structured data helps search engines, Large Language Models (LLMs), AI assistants, and other tools understand your website. Using Schema.org and JSON-LD, you make your content clearer and easier to use across platforms. This guide explains what structured data is, why it matters today, and how you can set it up the right way.
Structured data helps search engines and AI better understand your website, enhancing visibility and eligibility for rich results.
Using Schema.org and JSON-LD improves content clarity and connects different pieces of information graphically.
Implementing structured data today prepares your content for future technologies and AI applications.
Yoast SEO simplifies structured data implementation by automatically generating schema for various content types.
Focus on key elements like business details and products to maximize the impact of your structured data.
What is structured data?
Structured data is a way to tell computers exactly what’s on your web page. Using a standard set of tags from Schema.org, you can identify important details, like whether a page is about a product, a review, an article, an event, or something else.
This structured format helps search engines, AI assistants, LLMs, and other tools understand your content quickly and accurately. As a result, your site may qualify for special features in search results and can be recognized more easily by digital assistants or new AI applications.
Structured data is written in code, with JSON-LD being the most common format. Adding it to your pages gives your content a better chance to be found and understood, both now and as new technologies develop.
Below is a simple example of structured data using Schema.org in JSON-LD format. This is a basic schema for a product with review properties. This code tells search engines that the page is a product (Product). It provides the name and description of the product, pricing information, the URL, plus product ratings and reviews. This allows search engines to understand your products and present your content in search results.
Structured data gives computers a clear map of what’s on your website. It spells out details about your products, reviews, events, and much more in a format that’s easy for search engines and other systems to process.
This clarity leads to better visibility in search, including features like star ratings, images, or additional links. But the impact reaches further now. Structured data also helps AI assistants, voice search tools, and new web platforms like chatbots powered by Large Language Models understand and represent your content with greater accuracy.
New standards, such as NLWeb (Natural Language Web) and MCP (Model Context Protocol), are emerging to help different systems share and interpret web content consistently. Adding structured data today not only gives your site an advantage in search but also prepares it for a future where your content will flow across more platforms and digital experiences.
The effort you put into structured data now sets up your content to be found, used, and displayed in many places where people search and explore online.
Is structured data important for SEO?
Structured data plays a key role in how your website appears in search results. It helps search engines understand and present your content with extra features, such as review stars, images, and additional links. These enhanced listings can catch attention and drive more clicks to your site.
While using structured data doesn’t directly increase your rankings, it does make your site eligible for these rich results. That alone can set you apart from competitors. As search engines evolve and adopt new standards, well-structured data ensures your content stays visible and accessible in the latest search features.
For SEO, structured data is about making your site stand out, improving user experience, and giving your content the best shot at being discovered, both now and as search technology changes.
Structured data can lead to rich results
By describing your site for search engines, you allow them to do exciting things with your content. Schema.org and its support are constantly developing, improving, and expanding. As structured data forms the basis for many new developments in the SEO world, there will be more shortly. Below is an overview of the rich search results available; examples are in Google’s Search Gallery.
Structured data type
Example use/description
Article
News, blog, or sports article
Breadcrumb
Navigation showing page position
Carousel
Gallery/list from one site (with Recipe, Course, Movie, Restaurant)
Course list
Lists of educational courses
Dataset
Large datasets (Google Dataset Search)
Discussion forum
User-generated forum content
Education Q&A
Education flashcard Q&As
Employer aggregate rating
Ratings about employers in job search results
Event
Concerts, festivals, and other events
FAQ
Frequently asked questions pages
Image metadata
Image creator, credit, and license details
Job posting
Listings for job openings
Local business
Business details: hours, directions, ratings
Math solver
Structured data for math problems
Movie
Lists of movies, movie details
Organization
About your company: name, logo, contact, etc.
Practice problem
Education practice problems for students
Product
Product listings with price, reviews, and more
Profile page
Info on a single person or organization
Q&A
Pages with a single question and answers
Recipe
Cooking recipes, steps, and ingredients
Review snippet
Short review/rating summaries
Software app
Ratings and details on apps or software
Speakable
Content for text-to-speech on Google Assistant
Subscription and paywalled content
Mark articles/content behind a paywall
Vacation rental
Details about vacation property listings
Video
Video info, segments, and live content
The rich results formerly known as rich snippets
You might have heard the term “rich snippets” before. Google now calls these enhancements “rich results.” Rich results are improved search listings that use structured data to show extra information, like images, reviews, product details, or FAQs, directly in search.
For example, a product page marked up with structured data can show its price, whether it’s in stock, and customer ratings right below the search listing, even before someone clicks. Here’s what that might look like:
Some listings offer extra information, like star ratings or product details
With rich results, users see helpful details up front—such as a product’s price, star ratings, or stock status. This can make your listing stand out and attract more clicks.
Keep in mind, valid structured data increases your chances of getting rich results, but display is controlled by Google’s systems and is never guaranteed.
Results like this often appear more prominently on mobile devices. Search listings with structured data can display key information, like product prices, ratings, recipes, or booking options, in a mobile-friendly format. Carousels, images, and quick actions are designed for tapping and swiping with your finger.
For example, searching for a recipe on your phone might bring up a swipeable carousel showing photos, cooking times, and ratings for each dish. Product searches can highlight prices, availability, and reviews right in the results, helping users make decisions faster.
Many people now use mobile search as their default search method. Well-implemented structured data not only improves your visibility on mobile but can also make your content easier for users to explore and act on from their phones. To stay visible and competitive, regularly check your markup and make sure it works smoothly on mobile devices.
Knowledge Graph Panel
A knowledge panel
The Knowledge Graph Panel shows key facts about businesses, organizations, or people beside search results on desktop and at the top on mobile. It can include your logo, business description, location, contact details, and social profiles.
Using structured data, especially Organization, LocalBusiness, or Person markup with current details, helps Google recognize and display your entity accurately. Include recommended fields like your official name, logo, social links (using sameAs), and contact info.
Entity verification is becoming more important. Claim your Knowledge Panel through Google, and make sure your information is consistent across your website, social media, and trusted directories. Major search engines and AI assistants use this entity data for results, summaries, and answers, not just in search but also in AI-powered interfaces and smart devices.
While Google decides who appears in the Knowledge Panel and what details are shown, reliable structured data, verified identity, and a clear online presence give you the best chance of being featured.
Different kinds of structured data
Schema.org includes many types of structured data. You don’t need to use them all, just focus on what matches your site’s content. For example:
If you sell products, use product schema
For restaurant or local business sites, use local business schema
Recipe sites should add recipe schema
Before adding structured data, decide which parts of your site you want to highlight. Check Google’s or other search engines’ documentation to see which types are supported and what details they require. This helps ensure you are using the markup that will actually make your content stand out in search and other platforms.
How Yoast SEO helps with structured data
Yoast SEO automatically adds structured data to your site using smart defaults, making it easier for search engines and platforms to understand your content. The plugin supports a wide range of content types, like articles, products, local businesses, and FAQs, without the need for manual schema coding.
With Yoast SEO, you can:
With a few clicks, set the right content type for each page (such as ContactPage, Product, or Article)
Use built-in WordPress blocks for FAQs and How-tos, which generate valid schema automatically
Link related entities across your site, such as authors, brands, and organizations, to help search engines see the big picture
Adjust schema details per page or post through the plugin’s settings
Yoast SEO also offers an extensible structured data platform. Developers can build on top of Yoast’s schema framework, add custom schema types, or connect other plugins. This helps advanced users or larger sites tailor their structured data for specific content, integrations, or new standards.
Yoast keeps pace with updates to structured data guidelines, so your markup stays aligned with what Google and other platforms support. This makes it easier to earn rich results and other search enhancements.
Yoast SEO helps you fine-tune your schema structured data settings per page
Which structured data types matter most?
When adding structured data, focus first on the types that have the biggest impact on visibility and features in Google Search. These forms of schema are widely supported, trigger rich results, and apply to most kinds of sites:
Most important structured data types
Article: For news sites, blogs, and sports publishers. Adding Article schema can enable rich results like Top Stories, article carousels, and visual enhancements
Product: Essential for ecommerce. Product schema helps show price, stock status, ratings, and reviews right in search. This type is key for online stores and retailers
Event: For concerts, webinars, exhibitions, or any scheduled events. Event schema can display dates, times, and locations directly in search results, making it easier for people to find and attend
Recipe: This is for food blogs and cooking sites. The recipe schema supports images, cooking times, ratings, and step-by-step instructions as rich results, giving your recipes extra prominence in search
FAQPage: For any page with frequently asked questions. This markup can expand your search listing with Q&A drop-downs, helping users get answers fast
QAPage: For online communities, forums, or support sites. QAPage schema helps surface full question-and-answer threads in search
ReviewSnippet: This markup is for feedback on products, books, businesses, or services. It can display star ratings and short excerpts, adding trust signals to your listings
LocalBusiness is vital for local shops, restaurants, and service providers. It supplies address, hours, and contact info, supporting your visibility in the map pack and Knowledge Panel
Organization: Use this to describe your brand or company with a logo, contact details, and social profiles. Organization schema feeds into Google’s Knowledge Panel and builds your online presence
Video: Mark up video content to enable video previews, structured timestamps (key moments), and improved video visibility
Breadcrumb: This feature shows your site’s structure within Google’s results, making navigation easier and your site look more reputable
Other valuable or sector-specific types:
Course: Highlight educational course listings and details for training providers or schools
JobPosting: Share open roles in job boards or company careers pages, making jobs discoverable in Google’s job search features
SoftwareApp: For software and app details, including ratings and download links
Movie: Used for movies and film listings, supporting carousels in entertainment searches and extra movie details
Dataset: Makes large sets of research or open data discoverable in Google Dataset Search
DiscussionForum: Surfaces user-generated threads in dedicated “Forums” search features
ProfilePage: Used for pages focused on an individual (author profiles, biographies) or organization
EmployerAggregateRating: Displays company ratings and reviews in job search results
PracticeProblem: For educational sites offering practice questions or test prep
VacationRental: Displays vacation property listings and details in travel results
Special or supporting types:
Person: This helps Google recognize and understand individual people for entity and Knowledge Panel purposes (it does not create a direct rich result)
Book: Can improve book search features, usually through review or product snippets
Speakable: Reserved for news sites and voice assistant features; limited support
Image metadata, Math Solver, Subscription/Paywalled content: Niche markups that help Google properly display, credit, or flag special content
Carousel: Used in combination with other types (like Recipe or Movie) to display a list or gallery format in results
When choosing which schema to add, always select types that match your site’s actual content. Refer to Google’s Search Gallery for the latest guidance and requirements for each type.
Adding the right structured data makes your pages eligible for rich results, enhances your visibility, and prepares your content for the next generation of search features and AI-powered platforms.
Voice search remains important, with a significant share of online queries now coming from voice-enabled devices. Structured data helps content be understood and, in some cases, selected as an answer for voice results.
The Speakable schema (for marking up sections meant to be read aloud by voice assistants) is still officially supported, but adoption is mostly limited to news content. Google and other assistants also use a broader mix of signals, like content clarity, authority, E-E-A-T, and traditional structured data, to power their spoken answers.
If you publish news or regularly answer concise, fact-based questions, consider using Speakable markup. For other content types, focus on structured data and well-organized, user-focused pages to improve your chances of being chosen by voice assistants. Voice search and voice assistants continue to draw on featured snippets, clear Q&A, and trusted sources.
Structured data uses Schema.org’s hierarchy. This vocabulary starts with broad types like Thing and narrows down to specific ones, such as Product, Movie, or LocalBusiness. Every type has its own properties, and more specific types inherit from their ancestors. For example, a Movie is a type of CreativeWork, which is a type of Thing.
When adding structured data, select the most specific type that fits your content. For a movie, this means using the Movie schema. For a local company, choose the type of business that best matches your offering under LocalBusiness.
Properties
Every Schema.org type includes a range of properties. While you can add many details, focus on the properties that Google or other search engines require or recommend for rich results. For example, a LocalBusiness should include your name, address, phone number, and, if possible, details such as opening hours, geo-coordinates, website, and reviews. You’ll find our Local SEO plugin (available in Yoast SEO Premium) very helpful if you need help with your local business markup.
Properties: name, address, phone, email, openingHours, geo, review, logo
The more complete and accurate your markup, the greater your chances of being displayed with enhanced features like Knowledge Panels or map results. For details on recommended properties, always check Google’s up-to-date structured data documentation.
In the local business example, you’ll see that Google lists several required properties, like your business’s NAP (Name and Phone) details. There are also recommended properties, like URLs, geo-coordinates, opening hours, etc. Try to fill out as many of these as possible because search engines will only give you the whole presentation you want.
Structured data should be a graph
When you add structured data to your site, you’re not just identifying individual items, but you’re building a data graph. A graph in this context is a web of connections between all the different elements on your site, such as articles, authors, organizations, products, and events. Each entity is linked to others with clear relationships. For instance, an article can be marked as written by a certain author, published by your organization, and referencing a specific product. These connections help search engines and AI systems see the bigger picture of how everything on your site fits together.
Creating a fully connected data graph removes ambiguity. It allows search engines to understand exactly who created content, what brand a product belongs to, or where and when an event takes place, rather than making assumptions based on scattered information. This detailed understanding increases the chances that your site will qualify for rich results, Knowledge Panels, and other enhanced features in search. As your website grows, a well-connected graph also makes it easier to add new content or expand into new areas, since everything slots into place in a way that search engines can quickly process and understand.
Yoast SEO builds a graph
With Yoast SEO, many of the key connections are generated automatically, giving your site a solid foundation. Still, understanding the importance of building a connected data graph helps you make better decisions when structuring your own content or customizing advanced schema. A thoughtful, well-linked graph sets your site up for today’s search features, while making it more adaptable for the future.
Your schema should be a well-formed graph for easier understanding by search engines and AI
Beyond search: AI, assistants, and interoperability
Structured data isn’t just about search results. It’s a map that helps AI assistants, knowledge graphs, and cross‑platform apps understand your content. It’s not just about showing a richer listing; it’s about enabling reliable AI interpretation and reuse across contexts.
Today, the primary payoff is still better search experiences. Tomorrow, AI systems and interoperable platforms will rely on clean, well‑defined data to summarize, reason about, and reuse your content. That shift makes data quality more important than ever.
Practical steps for today
Keep your structured data clean with a few simple habits. Use the same names for people, organizations, and products every time they appear across your site. Connect related information so search engines can see the links. For example, tie each article to its author or a product to its brand. Fill in all the key details for your main schema types and make sure nothing is missing. After making changes or adding new content, run your markup through a validation tool. If you add any custom fields or special schema, write down what they do so others can follow along later. Doing quick checks now and then keeps your data accurate and ready for both search engines and AI.
Interoperability, MCP, and the role of structured data
More and more, AI systems and search tools are looking for websites that are easy to understand, not just for people but also for machines. The Model Context Protocol (MCP) is gaining ground as a way for language models like Google Gemini and ChatGPT to use the structured data already present on your website. MCP draws on formats like Schema.org and JSON-LD to help AI match up the connections between things such as products, authors, and organizations.
Another project, the Natural Language Web (NLWeb), an open project developed by Microsoft, aims to make web content easier for AI to use in conversation and summaries. NLWeb builds on concepts like MCP, but hasn’t become a standard yet. For now, most progress and adoption are happening with MCP, and large language models are focusing their efforts on this area.
Using Schema.org and JSON-LD to keep your structured data clean (no duplicate entities), complete (all indexable content included), and connected (relationships preserved) will prepare you for search engines and new AI-driven features appearing across the web.
Schema.org and JSON-LD: the foundation you can trust
Schema.org and JSON-LD remain the foundation for structured data on the web. They enable today’s rich results in search and form the basis for how AI systems will interpret web content in the future. JSON-LD should be your default format for new markup, allowing you to build structured data graphs that are clean, accurate, and easy to maintain. Focus on accuracy in your markup rather than unnecessary complexity.
To future-proof your data, prioritize stable identifiers such as @id and use clear types to reduce ambiguity. Maintain strong connections between related entities across your pages. If you develop custom extensions to your structured data, document them thoroughly so both your team and automated tools can understand their purpose.
Design your schema so that components can be added or removed without disrupting the entire graph. Make a habit of running validations and audits after you change your site’s structure or content.
Finally, stay current by following guidance and news from official sources, including updates about standards such as NLWeb and MCP, to ensure your site remains compatible with both current search features and new interoperability initiatives.
What do you need to describe for search engines?
To get the most value from structured data, focus first on the most important elements of your site. Describe the details that matter most for users and for search, such as your business information, your main products or services, reviews, events, or original articles. These core pieces of information are what search engines look for to understand your site and display enhanced results.
Rather than trying to mark up everything, start with the essentials that best match your content. As your experience grows, you can build on this foundation by adding more detail and creating links between related entities. Accurate, well-prioritized markup is both easier to maintain and more effective in helping your site stand out in search results and across new AI-driven features.
How to implement structured data
We’d like to remind you that Yoast SEO comes with an excellent structured data implementation. It’ll automatically handle most sites’ most pressing structured data needs. Of course, as mentioned below, you can extend our structured data framework as your needs become bigger.
Do the Yoast SEO configuration and get your site’s structured data set up in a few clicks! The configuration is available for all Yoast SEO users to help you get your plugin configured correctly. It’s quick, it’s easy, and doing it will pay off. Plus, if you’re using the new block editor in WordPress you can also add structured data to your FAQ pages and how-to articles using our structured data content blocks.
Thanks to JSON-LD, there’s nothing scary about adding the data to your pages anymore. This JavaScript-based data format makes it much easier to add structured data since it forms a block of code and is no longer embedded in the HTML of your page. This makes it easier to write and maintain, plus both humans and machines better understand it. If you need help implementing JSON-LD structured data, you can enroll in our free Structured Data for Beginners course, our Understanding Structured Data course, or read Google’s introduction to structured data.
Structured data with JSON-LD
JSON-LD is the recommended way to add structured data to your site. All major search engines, including Google and Bing, now fully support this format. JSON-LD is easy to implement and maintain, as it keeps your structured data separate from the main HTML.
Yoast SEO automatically creates a structured data graph for every page, connecting key elements like articles, authors, products, and organizations. This approach helps search engines and AI systems understand your site’s structure. Our developer resources include detailed Schema documentation and example graphs, making it straightforward to extend or customize your markup as your site grows.
Tools for working with structured data
Yoast SEO automatically handles much of the structured data in the background. You could extend our Schema framework, of course — see the next chapter –, but if adding code by hand seems scary, you could try some of the tools listed below. If you need help with how to proceed, ask your web developer for help. They will fix this for you in a couple of minutes.
Yoast SEO uses JSON-LD to add Schema.org information about your site search, your site name, your logo, images, articles, social profiles, and a lot more to your web pages. We ask if your site represents a person or an organization and adapt our structured data based on that. Also, our structured data content blocks for the WordPress block editor make it easy to add structured data to your FAQs and How-Tos. Check out the structured data features in Yoast SEO.
The Yoast SEO Schema structured data framework
Implementing structured data has always been challenging. Also, the results of most of those implementations often needed improvement. At Yoast, we set out to enhance the Schema output for millions of sites. For this, we built a Schema framework, which can be adapted and extended by anyone. We combined all those loose bits and pieces of structured data that appear on many sites, improved these, and put them in a graph. By interconnecting all these bits, we offer search engines all your connections on a silver platter.
See this video for more background on the schema graph.
Of course, there’s a lot more to it. We can also extend Yoast SEO output by adding specific Schema pieces, like how-tos or FAQs. We built structured data content blocks for use in the WordPress block editor. We’ve also enabled other WordPress plugins to integrate with our structured data framework, like Easy Digital Downloads, The Events Calendar, Seriously Simple Podcasting, and WP Recipe Maker, with more to come. Together, these help you remove barriers for search engines and users, as it has always been challenging to work with structured data.
Expanding your structured data implementation
A structured and focused approach is key to successful Schema.org markup on your website. Start by understanding Schema.org and how structured data can influence your site’s presence in search and beyond. Resources like Yoast’s developer portal offer useful insights into building flexible and future-proof markup.
Always use JSON-LD as recommended by Google, Bing, and Yoast. This format is easy to maintain and works well with modern websites. To maximize your implementation, use tools and frameworks that allow you to add, customize, and connect Schema.org data efficiently. Yoast SEO’s structured data framework, for example, enables seamless schema integration and extensibility across your site.
Validate your structured data regularly with tools like the Rich Results Test or Schema Markup Validator and monitor Google Search Console’s Enhancements reports for live feedback. Reviewing your markup helps you fix issues early and spot opportunities for richer results as search guidelines change. Periodically revisiting your strategy keeps your markup accurate and effective as new types and standards emerge.
Read up
By following the guidelines and adopting a comprehensive approach, you can successfully get structured data on your pages and enhance the effectiveness of your schema.org markup implementation for a robust SEO performance. Read the Yoast SEO Schema documentation to learn how Yoast SEO works with structured data, how you can extend it via an API, and how you can integrate it into your work.
Several WordPress plugins already integrate their structured data into the Yoast SEO graph
Structured data has become an essential part of building a visible, findable, and adaptable website. Using Schema.org and JSON-LD not only helps search engines understand your content but also sets your site up for better performance in new AI-driven features, rich results, and across platforms.
Start by focusing on the most important parts of your site, like business information, products, articles, or events, and grow your structured data as your needs evolve. Connected, well-maintained markup now prepares your site for search, AI, and whatever comes next in digital content.
Explore our documentation and training resources to learn more about best practices, advanced integrations, or how Yoast SEO can simplify structured data. Investing the time in good markup today will help your content stand out wherever people (or algorithms) find it.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-10-28 09:00:452025-10-28 09:00:45Structured data with schema for search and AI
If your target audience doesn’t know you exist, they won’t buy from you. Simple as that.
That’s why you need to build brand awareness the right way. Not just through paid ads or ranking for keywords. Real brand awareness is how people remember you, talk about you, and choose you when they’re ready to buy.
Here’s something most marketers miss: AI tools like ChatGPT and Google’s AI Overviews are now major discovery channels. These platforms cite recognizable brands more than unknown ones. If your brand isn’t mentioned across the web, you’re invisible in AI search results too.
This guide focuses on organic growth. We’ll cover consistent messaging, smart partnerships, and making the most of platforms you already use. If you want to show up, stand out, and stick in people’s minds, here’s how to do it.
Key Takeaways
Brand awareness drives visibility in both traditional search and AI-powered searches
Consistent branding across platforms builds familiarity faster than sporadic campaigns.
Thought leadership and strategic partnerships amplify reach without ad spend.
You can build strong brand awareness organically with a focused, persistent plan.
Why Brand Awareness Matters More Now Than Ever
Familiarity breeds trust. The more people recognize your brand through brand mentions, the more likely they are to choose you over competitors.
Studies back this up. According to Invesp, 59% of customers prefer to buy from brands familiar to them. The more people recognize your brand, the more likely they are to choose you over competitors. Familiar brands feel safer. That trust shows up in clicks, conversions, and customer loyalty.
But there’s a new wrinkle: AI visibility.
Platforms like ChatGPT, Perplexity, and Google’s AI Overviews pull from recognizable brands when generating responses. If your brand isn’t mentioned in high-quality content, forum discussions, or authoritative sources, AI tools skip over you. That means potential customers never see your name.
Take a look at a Google AI Overview result for “best project management tools.” You’ll see names like Asana, Monday.com, and Trello cited repeatedly. Those brands didn’t get there by accident. They earned consistent mentions through strong branding, thought leadership, and organic content.
Brand awareness also builds equity. The more recognizable you are, the easier it becomes to launch new products and charge preferred prices. Recognition compounds over time.
Elements of a Brand Awareness Strategy
Before you jump into tactics, you need a foundation. Brand awareness doesn’t happen from random acts of marketing, but a formal strategy.
Start with a clearly defined brand identity. That means locking in your tone of voice, visual style, core values, and key messaging. These elements should carry through your website, social profiles, email campaigns, and any other channel you use. Ideally, put this together in a guide that your team can reference when needed.
Next, understand your audience. You can’t build awareness if you don’t know who you’re targeting. Create detailed buyer personas and perform customer journey mapping so you know what platforms they use, what content they consume, and what problems they’re trying to solve.
You also need a clear content distribution plan. Will you focus on LinkedIn and YouTube? Or prioritize SEO and email marketing? The best strategies start narrow and expand once you’ve mastered one or two channels.
Organic Strategies to Increase Brand Awareness
Here’s where we get tactical. These strategies don’t require ad budgets, but they do require consistency.
Refine and Define Your Brand Identity
Let’s get into a little more detail about brand identities. After all, if you can’t clearly describe your brand’s personality, your audience won’t be able to either.
A real identity goes beyond logos and color palettes. It’s about consistent voice, values, and visuals across every touchpoint. Look at Slack: their playful tone and clean design are instantly recognizable whether you see a billboard or a tweet.
Buffer does this exceptionally well. Check out their homepage and Instagram side by side. The fonts, colors, photography style, and tone are completely aligned. That consistency makes the brand easier to recognize and harder to forget.
This is what you’re aiming for. Unified branding builds memory and trust.
Here’s your action plan:
Document your brand guidelines (tone, colors, fonts, logo usage)
Train your team on how to apply those guidelines
Audit your current channels to spot inconsistencies
Fix the gaps before launching new campaigns
Optimize Profiles on Search Engines and Social
Your digital storefronts often make the first impression, not your website.
Google Business Profiles, LinkedIn, Facebook, Instagram, and even TikTok bios are discovery points. If those profiles are incomplete or outdated, you’re wasting opportunities to build awareness.
Take this optimized Google Business Profile for a local coffee shop. They’ve included high-quality photos, accurate hours, keywords in the business description, customer reviews, and direct links to their website and menu. This kind of completeness signals credibility to both users and search algorithms.
The same logic applies to social platforms. A half-finished LinkedIn profile or an Instagram bio with no link hurts your brand more than it helps. Fill out every field. Use keywords naturally. Link to your site.
Pro tip: Claim your brand name on every major platform, even if you’re not active there yet. You don’t want someone else grabbing your handle or creating confusion.
Consider Influencer/Other Brand Partnerships
You don’t need to go viral to reach more people. You can start by tapping into someone else’s audience.
Influencer marketing and strategic brand collaborations amplify your visibility organically. But follower count isn’t everything. Look for:
Alignment in audience demographics and values
Authentic content that matches your brand tone
A track record of real engagement, not just vanity metrics
Gymshark is a perfect example. They partnered with micro-influencers who created TikTok workout videos while wearing their gear. The content looked native to the platform and felt genuine because it was. That authenticity drove massive brand awareness without traditional advertising.
Another route: collaborate with complementary brands. If you sell coffee, partner with a local bakery for a co-branded event. Cross-promote on social. Share each other’s audiences. Both brands win.
Find Engagement Opportunities With Your Audience
Conversations spark memory. The more your audience interacts with you, the more likely they are to remember you.
Engagement doesn’t have to be complicated. It can be as simple as replying to comments on Instagram or as involved as hosting live Q&A sessions on LinkedIn. Spotify Wrapped is a masterclass here. Users eagerly share their personalized results every year, generating millions of organic impressions.
Duolingo takes a different approach with humor. Their social team replies to comments with witty, on-brand responses that often get more engagement than the original post. That two-way interaction builds presence faster than broadcasting alone.
Here are practical ways to boost engagement:
Respond to every comment on your posts (yes, every one)
Ask questions in your captions to spark replies
Run polls and surveys to gather feedback
Host AMAs (Ask Me Anything) on Reddit or Instagram Live
The more people interact with your brand, the more familiar you become.
Use A/B Testing
Guessing what resonates with your audience is a waste of time. Test it.
A/B testing helps you figure out what messaging, visuals, and formats drive the most engagement. More engagement means more brand recognition.
Start simple. Test two email subject lines to see which gets more opens. Try two different Instagram captions to see which gets more comments. Experiment with video thumbnails on YouTube.
Tools like Google Optimize, Optimizely, or even native platform analytics can help you run these tests. The insights you gain will help you refine your brand messaging over time.
Practice an Omnichannel Strategy
Your audience isn’t glued to one platform. They move between email, social media, search engines, podcasts, and even voice assistants.
Omnichannel marketing means showing up across all of them with consistency. Not copy-pasting the same content everywhere, but adapting your core message to fit each channel’s format and audience expectations.
Canva nails this. Their email campaigns, LinkedIn posts, and TikTok videos all maintain the same visual identity and helpful tone. The messaging shifts slightly to match each platform, but the brand feels cohesive.
That cohesion makes the brand easier to remember and trust. People see you everywhere, and repetition builds familiarity.
Here’s how to execute an omnichannel strategy:
Identify the three to five platforms your audience uses most
Develop content formats that work on each (blog posts, videos, infographics, podcasts)
Use scheduling tools to maintain a consistent presence
Track performance to see where you’re gaining traction
You don’t need to be everywhere. Just be consistent where you want to show up.
Provide Value (Without Asking For Something Back)
Not every piece of content needs a CTA or a sales pitch.
Free value builds goodwill and gives people a reason to remember you. Think templates, tutorials, calculators, and guides. No gates. No hard pitch. Just useful content.
HubSpot mastered this years ago. Their free CRM, blog templates, and educational resources turned them into a go-to source for marketers. People associate HubSpot with helpfulness, not just software.
You can do the same on a smaller scale:
Publish how-to guides that solve real problems
Create free tools or templates your audience can download
Share behind-the-scenes insights into your processes
Offer free consultations or audits (if it fits your business model)
When you consistently give without asking, people remember. And when they’re ready to buy, you’re top of mind.
Build Out A Thought Leadership Plan
Thought leadership isn’t about ego. It’s strategic positioning.
People trust brands that demonstrate expertise. That trust leads to mentions, shares, backlinks, and citations in AI tools. All of these feed into organic brand awareness.
Original research or data studies published on your site
Speaking opportunities at conferences or webinars
Contributions to expert roundups and interviews
Regular insights shared on LinkedIn or Twitter
The key is consistency. One viral post won’t make you a thought leader. Publishing valuable insights month after month will.
And here’s the bonus: thought leadership directly impacts E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), which Google uses to evaluate content quality. The more you establish your expertise, the better your content performs in search and AI results.
Generate Social Proof
People trust people more than they trust brands.
That’s why social proof (testimonials, reviews, user-generated content) is one of the most effective ways to build credibility and awareness.
Feature happy customers in your marketing. Encourage product photos and reviews. Highlight tweets or Instagram posts tagging your brand. Showcase case studies that demonstrate real results.
This example from Glossier does it perfectly. They regularly feature customer photos and testimonials across their social channels and website. Real people using real products. That authenticity drives trust and recognition.
Create a branded hashtag and encourage customers to use it
Run contests that incentivize user-generated content
Feature customer stories in your email campaigns and blog posts
Display review ratings prominently on your website
The more your customers talk about you, the more awareness you build.
How To Measure Brand Awareness Strategy Success
Not everything that matters can be measured, but a lot of it can.
Here are the key signals that your brand awareness strategy is working:
Search traffic for branded keywords: Track how many people search for your brand name or variations in Google Search Console. Rising branded searches indicate growing awareness.
Brand mentions: Use tools like Brand24, Mention, or Google Alerts to monitor how often your brand gets mentioned across the web and social media. More mentions mean more visibility.
Social engagement: Look beyond follower counts. Are people commenting, sharing, and tagging your brand? High engagement signals strong awareness.
Direct traffic: Check your analytics for direct traffic (people typing your URL directly into their browser). This suggests they already know who you are.
Survey responses: Run simple brand awareness surveys asking, “Have you heard of [Your Brand]?” Track the percentage over time.
AI visibility: Search for industry-related queries in ChatGPT or Google’s AI Overviews. Does your brand get mentioned? This is becoming increasingly important for brand mentions and overall visibility. Dedicated tools like Profound also specifically focus on AI visibility.
Here’s a snapshot of brand tracking in Mention:
Review these metrics monthly. Trends matter more than one-off spikes. A consistent upward trajectory means your strategy is working.
FAQs
How to build brand awareness?
Start with a clear brand identity and consistent messaging. Optimize your profiles across search and social platforms. Publish valuable content regularly. Engage with your audience. Partner with influencers or complementary brands. Focus on providing value without always asking for something in return.
Why build brand awareness?
Because people buy from brands they recognize and trust. Brand awareness drives customer loyalty, makes new product launches easier, and increases your visibility in both traditional search and AI-powered tools. Without awareness, you’re invisible to potential customers.
How long does it take to build brand awareness?
Typically, three to six months to see initial traction, but long-term brand awareness builds over years. Consistency matters more than speed. Stick with your strategy, measure your progress, and refine based on what’s working.
<h2>Conclusion</h2>
Conclusion
Brand awareness isn’t a vanity metric. It’s the foundation of every sale you’ll make tomorrow.
If people don’t remember you, they can’t choose you. That’s why consistent branding, smart engagement, and value-driven content matter so much. These strategies don’t require massive budgets. They require focus and persistence.
Start with one or two tactics from this guide. Master those before expanding. Track your metrics to see what’s working. Improve your visibility step by step.
Want help building a brand people actually remember? NP Digital can help you develop a full-funnel strategy that drives awareness and growth.
The conversation around artificial intelligence (AI) has been dominated by “replacement theory” headlines. From front-line service roles to white-collar knowledge work, there’s a growing narrative that human capital is under threat.
Economic anxiety has fueled research and debate, but many of the arguments remain narrow in scope.
Stanford’s Digital Economy Lab found that since generative AI became widespread, early-career workers in the most exposed jobs have seen a 13% decline in employment.
This fear has spread into higher-paid sectors as well, with hedge fund managers and CEOs predicting large-scale restructuring of white-collar roles over the next decade.
However, much of this narrative is steeped in speculation rather than the fundamental, evolving dynamics of skilled work.
Yes, we’ve seen layoffs, hiring slowdowns, and stories of AI automating tasks. But this is happening against the backdrop of high interest rates, shifts in global trade, and post-pandemic over-hiring.
As the global talent thought-leader Josh Bersin argues, claims of mass job destruction are “vastly over-hyped.” Many roles will transform, not vanish.
What this means for SEO
For the SEO discipline, the familiar refrain “SEO is dead” is just as overstated.
Yes, the nature of the SEO specialist is changing. We’ve seen fewer leadership roles, a contraction in content and technical positions, and cautious hiring. But the function itself is far from disappearing.
In fact, SEO job listings remain resilient in 2025 and mid-level roles still comprise nearly 60% of open positions. Rather than declining, the field is being reshaped by new skill demands.
Don’t ask, “Will AI replace me?” Ask instead, “How can I use AI to multiply my impact?”
Think of AI not as the jackhammer replacing the hammer but as the jackhammer amplifying its effect. SEOs who can harness AI through agents, automation, and intelligent systems will deliver faster, more impactful results than ever before.
“AI is a tool. We can make it or teach it to do whatever we want…Life will go on, economies will continue to be driven by emotion, and our businesses will continue to be fueled by human ideas, emotion, grit, and hard work,” Bersin said.
Rewriting the SEO narrative
As an industry, it’s time to change the language we use to describe SEO’s evolution.
Too much of our conversation still revolves around loss. We focus on lost clicks, lost visibility, lost control, and loss of num=100.
That narrative doesn’t serve us anymore.
We should be speaking the language of amplification and revenue generation. SEO has evolved from “optimizing for rankings” to driving measurable business growth through organic discovery, whether that happens through traditional search, AI Overviews, or the emerging layer of Generative Engine Optimization (GEO).
AI isn’t the villain of SEO; it’s the force multiplier.
When harnessed effectively, AI scales insight, accelerates experimentation, and ties our work more directly to outcomes that matter:
Pipeline.
Conversions.
Revenue.
We don’t need to fight the dystopian idea that AI will replace us. We need to prove that AI-empowered SEOs can help businesses grow faster than ever before.
The new language of SEO isn’t about survival, it’s about impact.
The team landscape has already shifted
For years, marketing and SEO teams grew headcount to scale output.
Today, the opposite is true. Hiring freezes, leaner budgets, and uncertainty around the role of SEO in an AI-driven world have forced leaders to rethink team design.
A recent Search Engine Land report noted that remote SEO roles dropped to 34% of listings in early 2025, while content-focused SEO positions declined by 28%. A separate LinkedIn survey found a 37% drop in SEO job postings in Q1 compared to the previous year.
This signals two key shifts:
Specialized roles are disappearing. “SEO writers” and “link builders” are being replaced by versatile strategists who blend technical, analytical, and creative skill sets.
Leadership is demanding higher ROI per role. Headcount is no longer the metric of success – capability is.
What it means for SEO leadership
If your org chart still looks like a pyramid, you’re behind.
The new landscape demands flexibility, speed, and cross-functional integration with analytics, UX, paid media, and content.
It’s time to design teams around capabilities, not titles.
Rethinking SEO Talent
The best SEO leaders aren’t hiring specialists, they’re hiring aptitude. Modern SEO organizations value people who can think across disciplines, not just operate within one.
The strongest hires we’re seeing aren’t traditional technical SEOs focused on crawl analysis or schema. They’re problem solvers – marketers who understand how search connects to the broader growth engine and who have experience scaling impact across content, data, and product.
Progressive leaders are also rethinking resourcing. The old model of a technical SEO paired with engineering support is giving way to tech SEOs working alongside AI product managers and, in many cases, vibe coding solutions. This model moves faster, tests bolder, and builds systems that drive real results.
For SEO leaders, rethinking team architecture is critical. The right question isn’t “Who should I hire next?” It’s “What critical capability must we master to stay competitive?”
Once that’s clear, structure your people and your agents around that need. The companies that get this right during the AI transition will be the ones writing the playbook for the next generation of search leadership.
The new human-led, agent-empowered team
The future of SEO teams will be defined by collaboration between humans and agents.
These agents are AI-enabled systems like automated content refreshers, site-health bots, or citation-validation agents that work alongside human experts.
The human role? To define, train, monitor, and QA their output.
Why this matters
Agents handle high-volume, repeatable tasks (e.g., content generation, basic auditing, link-score filtering) so humans can focus on strategy, insight, and business impact.
The cost of building AI agents can range from $20,000 to $150,000, depending on the complexity of the system, integrations, and the specialized work required across data science, engineering, and human QA teams, according to RTS Labs.
A single human manager might oversee 10-20 agents, shifting the traditional pyramid and echoing the “short pyramid” or “rocket ship” structure explored by Tomasz Tunguz.
The future: teams built around agents and empowered humans.
Real-world archetypes
SaaS companies: Develop a bespoke “onboarding agent” that reads product data, builds landing pages, and runs first-pass SEO audits, human strategist refines output.
Marketplace brands (e.g., upcoming seasonal trend): Use an “Audience Discovery Agent” that taps customer and marketplace data, but the human team writes the narrative and guides the vertical direction.
Enterprise content hubs: deploy “Content Refresh Agents” that identify high-value pages, suggest optimizations, and push drafts that editors review and finalise.
Integration is key
These new teams succeed when they don’t live in silos. The SEO/GEO squad must partner with paid search, analytics, revenue ops, and UX – not just serve them.
Agents create capacity; humans create alignment and amplification.
A call to SEO practitioners
Building the SEO community of the future will require change.
The pace of transformation has never been faster and it’s created a dangerous dependence on third-party “AI tools” as the answer to what is unknown.
But the true AI story doesn’t begin with a subscription. It begins inside your team.
If the only AI in your workflow is someone else’s product, you’re giving up your competitive edge. The future belongs to teams that build, not just buy.
Here’s how to start:
Build your own agent frameworks, designed with human-in-the-loop oversight to ensure accuracy, adaptability, and brand alignment.
Partner with experts who co-create, not just deliver. The most successful collaborations help your team learn how to manage and scale agents themselves.
Evolve your team structure, move beyond the pyramid mentality, and embrace a “rocket ship” model where humans and agents work in tandem to multiply output, insights, and results.
The future of SEO starts with building smarter teams. It’s humans working with agents. It’s capability uplift. And if you lead that charge, you’ll not only adapt to the next generation of search, you’ll be the ones designing it.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/10/pyramid-seo-team-hupNVT.jpg?fit=1024%2C1260&ssl=112601024http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-10-27 17:35:022025-10-27 17:35:02The future of SEO teams is human-led and agent-powered
Every year, Search Engine Land is delighted to celebrate the best of search marketing by rewarding the agencies, in-house teams, and individuals worldwide for delivering exceptional results.
Today, I’m excited to announce all 18 winners of the 11th annual Search Engine Land Awards.
The 2025 Search Engine Land Awards winners
Best Use Of AI Technology In Search Marketing
15x ROAS with AI: How CAMP Digital Redefined Paid Search for Home Services
ATRA & Jason Stone Injury Lawyers – Leveraging CRM Data to Scale Case Volume
Best Commerce Search Marketing Initiative – PPC
Adwise & Azerty – 126% uplift in profit from paid advertising & 1 percent point net margin business uplift by advanced cross-channel bucketing
Best Local Search Marketing Initiative – PPC
How We Crushed Belron’s Lead Target by 238% With an AI-Powered Local Strategy (Adviso)
Best B2B Search Marketing Initiative – PPC
Blackbird PPC and Customer.io: Advanced Data Integration to Drive 239% Revenue Increase with 12% Greater Lead Efficiency, with MMM Future-Proofing 2025 Growth
Best Integration Of Search Into Omnichannel Marketing
How NBC used search to drive +2,573 accounts in a Full-Funnel Media Push (Adviso)
Best Overall SEO Initiative – Small Business
Digital Hitmen & Elite Tune: The Toyota Shift That Delivered 678% SEO ROI
Best Overall SEO Initiative – Enterprise
825 Million Clicks, Zero Content Edits: How Amsive Engineered MSN’s Technical SEO Turnaround
Best Commerce Search Marketing Initiative – SEO
Scaling Non-Branded SEO for Assouline to Drive +26% Organic Revenue Uplift (Block & Tam)
Best Local Search Marketing Initiative – SEO
Building an Unbeatable Foundation for Success: Using Hyperlocal SEO to Build Exceptional ROI (Digital Hitmen)
Best B2B Search Marketing Initiative – SEO
Page One, Pipeline Won: The B2B SEO Playbook That Turned 320 Visitors into $10.75M in Pipeline (LeadCoverage)
Agency Of The Year – PPC
Driving Growth Where Search Happens: Stella Rising’s Paid Search Transformation
Agency Of The Year – SEO
How Amsive Rescued MSN’s Global Visibility Through Enterprise Technical SEO at Scale
In-House Team Of The Year – SEO
How the American Cancer Society’s Lean SEO Team Drove Enterprise-Wide Consolidation and AI Search Visibility Gains for Cancer.org
Search Marketer Of The Year
Mike King, founder and CEO of iPullRank
Small Agency Of The Year – PPC
ATRA & Jason Stone Injury Lawyers – Leveraging CRM Data to Scale Case Volume
Small Agency Of The Year – SEO
From Zero to Top of the Leaderboard: Bloom Digital Drives Big Growth With Small SEO Budgets
“I’m going to SMX Next!”
Select winners of the 2025 Search Engine Land Awards will be invited to speak live at SMX Next during our two ask-me-anything-style sessions. Bring your burning SEO and PPC questions to ask this award-winning panel of search marketers!
Congrats again to all the winners. And huge thank yous to everyone who entered the 2025 Search Engine Land Awards, the finalists, and our fantastic panel of judges for this year’s awards.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/10/best-use-of-AI-in-search-marketing-search-engine-land-awards-2025-BqBNkX.webp?fit=1920%2C600&ssl=16001920http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-10-27 14:00:002025-10-27 14:00:00Search Engine Land Awards 2025: And the winners are…
