When it comes to keyword research, SEO professionals often rely on expensive tools to find the right keywords.
However, Google Search Console (GSC) provides a completely free way to access insights straight from Google itself.
GSC is a powerful and often underused tool that shows exactly what is working on a site and where improvements can be made.
Unlike other keyword research tools that provide generic suggestions and estimated data, GSC delivers real-life search data based on actual searches leading to a website. It can often uncover interesting insights.
Here’s how to use GSC to find valuable keyword opportunities and improve rankings.
Why use Google Search Console for keyword research?
Google Search Console is a goldmine for keyword insights. Here’s why you should use it.
Free and requires no subscriptions: Many SEO tools require costly subscriptions, but GSC is completely free, making it accessible to businesses of all sizes.
Provides real keyword performance data: Most keyword research tools provide estimated search volumes, but GSC shows actual data on searches that lead users to your site, ensuring accuracy.
Helps identify keywords with high optimization potential: Analyzing existing keyword rankings allows you to optimize content and improve visibility with small tweaks.
Uncovers content gaps and new topic opportunities: GSC reveals queries that may not have been intentionally targeted but are already driving traffic, providing ideas for new content.
Tracks keyword performance over time: You can monitor how rankings fluctuate, which keywords are growing in importance, and how search behavior is evolving.
Helps understand search intent: By analyzing query data, you can refine content to better match user intent and increase engagement.
Provides device-specific insights: Performance can vary between desktop and mobile users, and GSC helps fine-tune SEO strategies accordingly.
GSC can also reveal irrelevant search terms bringing traffic to a site. Some queries may drive traffic that does not align with the intended audience, leading to vanity traffic that skews reports.
How to manage irrelevant search terms
Identify keywords bringing in non-relevant traffic that do not contribute to conversions or engagement.
Adjust on-page content and metadata to clarify the intent of the page.
Use negative keywords in paid search campaigns if these terms are also appearing in PPC reports.
Monitor engagement rates and session duration for traffic from these terms to assess engagement levels.
Example
If a bathroom renovation site ranks for “how to clean a kitchen splashback,” that traffic is unlikely to convert into meaningful engagement.
Identifying and minimizing such cases ensures that a site is optimized for relevant search terms.
Step 4: Track overall keyword performance
GSC provides detailed performance tracking without the need for a paid keyword tracking tool.
Key metrics to check
Total clicks: The number of visitors coming from search results.
Total impressions: The number of times a site appears in search results.
Click-through rate (CTR): The percentage of users who click after seeing a result.
Average position: The ranking in Google search results.
Branded vs. non-branded search terms: Understanding the balance between brand visibility and new audience acquisition.
Device-specific performance: Identifying whether certain keywords perform better on mobile vs. desktop.
Unlike most SEO tools that limit the number of keywords tracked, GSC offers unlimited data on how a site is performing.
For websites targeting multiple countries, understanding geographic search performance can help refine international SEO strategies and localize content for different markets.
How to use it
In Google Search Console, navigate to Performance > Search Results.
Click on the Countries tab to see a breakdown of traffic by region.
Identify which countries are driving the most organic traffic and how search trends vary between locations.
Google Search Console is a powerful and often overlooked tool for keyword research.
It provides real data directly from Google, showing exactly how a site is performing in search.
Use it to find quick-win keyword opportunities.
Identify new content ideas based on real user searches.
Eliminate vanity traffic that does not convert.
Track performance trends and adjust SEO strategies accordingly.
By using GSC effectively, you can uncover high-impact opportunities, refine strategies, and drive meaningful improvements in search performance – all without spending a penny on keyword research tools.
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Traffic from generative AI surged to U.S. retail sites over the holiday season and that trend has continued into 2025, according to new Adobe data.
Between Nov. 1 and Dec. 31, traffic from generative AI sources increased by 1,300% compared to the year prior (up 1,950% YoY on Cyber Monday).
This trend continued beyond the holiday season, Adobe found. In February, traffic from generative AI sources increased by 1,200%compared to July 2024.
The percentages are high because generative AI tools are so new. ChatGPT debuted its research preview on Nov. 30. 2022. Generative AI traffic remains modest compared to other channels, such as paid search or email, but the growth is notable. It’s doubled every two months since September 2024.
By the numbers. Findings from Adobe’s survey of 5,000 U.S. consumers found AI generates more engaged traffic:
39% used generative AI for online shopping, with 53% planning to do so in 2025.
55% of respondents) use generative AI for conducting research.
47% use it for product recommendations.
43% use generative AI for seeking deals.
35% for getting gift ideas.
35% for finding unique products.
33% for creating shopping lists.
One of the most interesting findings from Adobe covers what happens once generative AI users land on a retail website. Compared to non-AI traffic sources (including paid search, affiliates and partners, email, organic search, social media), generative AI traffic shows:
More engagement: Adobe found 8% higher engagementas individuals linger on the site for longer.
More pages: Generative AI visitors browse 12% morepages per visit
Fewer bounces: They have a 23% lower bounce rate.
Yes, but. While engaged traffic is good, conversions are better.
Adobe found that traffic from generative AI sources is 9% less likely to convert than traffic from other sources.
However, the data shows that this has improved significantly since July 2024, which indicates growing comfort.
Generative AI for travel planning. In February 2025, traffic to U.S. travel, leisure and hospitality sites (including hotels) from generative AI sources increased by 1,700% compared to July 2024. In Adobe’s survey, 29% have used generative AI for travel-related tasks, with 84% saying it improved their experience.
The top use cases amongst AI users include:
General research, 54% of respondents.
Travel inspiration, 43%.
Local food recommendations, 43%.
Transportation planning, 41%.
Itinerary creation, 37%.
Budget management, 31%.
Packing assistance, 20%.
Once users land on a travel site, Adobe Analytics data shows a 45% lower bounce rate.
Gen AI for financial services research. In February 2025, traffic to U.S. banking sites from generative AI sources increased by 1,200% compared to July 2024.
Adobe’s survey of U.S. consumers found 27% have used generative AI for banking and financial needs. The top use cases include:
Recommendations for checking and savings accounts, 42%.
Asking for explainers on investment strategies and terminology, 40%.
Creating a personalized budget, 39%.
Understanding the tax implications of financial decisions, 35%.
Once generative AI traffic lands on a banking site, visitors spend 45% more time browsing (versus non-AI sources).
About the data. Adobe’s data comes from the company’s Adobe Analytics platform and is based on more than 1 trillion visits to U.S. retail sites. Adobe also launched a companion survey of more than 5,000 U.S. respondents to understand how they use AI daily.
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Start by diagnosing what’s working on your site and what isn’t.
Then, apply targeted fixes based on real data. Not hunches.
In this guide, I’m sharing my lessons and strategies from 10+ years in digital marketing.
Plus, I interviewed four leading ecommerce website optimization experts for their best conversion-driving insights:
Leigh McKenzie from UnderFit (also head of SEO @ Backlinko)
Rishi Rawat from Frictionless Commerce
Anna Bolton from Conversion Copy Co.
Kurt Philip from Convertica
Let’s start by identifying the biggest roadblocks standing between you and more revenue.
Phase 1: Analyze and Diagnose Your Site’s Existing Issues
Every effective ecommerce website optimization strategy starts with a solid, data-driven diagnosis.
As economist W. Edwards Deming once said:
“Without data, you’re just another person with an opinion.”
Quantitative Research: Finding Patterns in the Numbers
Quantitative research focuses on analyzing data to identify trends and behaviors.
It helps you answer questions about your online store’s performance, such as:
Where are visitors dropping off in the funnel?
What are users actually doing on each page (scrolling, clicking)?
How does behavior differ across traffic segments (e.g., mobile vs. desktop, organic vs. paid)?
The good news:
There are many tools to help you with this analysis.
Google Analytics (GA4)
Google Analytics provides helpful insights into user behavior and website performance.
Including how visitors from different traffic sources behave.
For example, to uncover drop-off points during checkout:
Navigate to Reports > Monetization > Checkout journey.
This lets you examine the flow from checkout to purchase.
And analyze abandonment rates for each stage to identify potential bottlenecks.
For example, a high abandonment rate on the payment page might signal technical issues.
Or trust barriers, such as last-minute doubt about product quality.
Pro tip: There’s no universal definition of a high abandonment rate. It varies by industry, funnel, and goals. Compare it against your historical data to see if there’s a problem.
Hotjar
Hotjar, a heatmap and behavior analytics tool, is incredibly powerful for qualitative research (more on that soon).
It gives you a clear picture of how online shoppers interact with your site.
And lets you uncover friction points that frustrate users.
For example, click tracking reveals where visitors interact with your site.
And which elements get the most engagement.
Scroll heatmaps show you how far users make it down a page. And where they drop off.
And cool colors (like blue) signal lower engagement.
Move heatmaps track how shoppers move their mouse across the page.
This reveals areas of interest and hesitation.
Session replays let you watch real user recordings, showing exactly how visitors navigate your site.
Watch this in action below:
Semrush Site Audit
Semrush’s Site Audit tool uncovers technical issues that affect SEO and the user experience (UX).
For example, it flags crawl errors, which are usually caused by broken links or incorrect redirects.
These dead ends confuse users and make it harder for search engines to crawl your pages.
(And if Google struggles to crawl them, your ranking can take a hit.)
The tool also identifies slow-loading pages that frustrate visitors.
It can also identify code bloat (aka too much JavaScript or unused CSS) that makes pages sluggish.
This can cause delayed interactions that lower conversion rates.
Qualitative Research: Uncover the “Why” Behind the Data
Qualitative research helps you understand why customers behave the way they do.
Including their pain points, motivations, and desires.
It also helps you identify barriers to conversion, such as hesitations about buying.
And learn about other products your web visitors are considering.
Qualitative Research Methods
There are many data sources for qualitative insights.
And each one can reveal different issues and opportunities:
Research Method
What to Look For
Effort level
Recorded sales calls
Patterns in customer questions, objections, or recurring themes
Low
Live chat transcripts
Common pain points, frequently asked questions, or sources of confusion
Low
Customer reviews
Trends in positive and negative feedback. This includes specific phrases or words that highlight desires, frustrations, or expectations
Low
Online surveys
Customer sentiment toward brand messaging and tone and reasons for abandonment
Low to medium
Customer interviews
Insights into customer motivations, needs, anxieties, and desires in their own words
Medium to high
User testing sessions
Usability issues, unexpected user behaviors, or areas where users struggle to complete tasks
High
But you don’t need to go all-in on every qualitative method right off the bat.
Start with the data you already have.
Then, gradually level up as time and resources allow.
Turn Your Research Into Actionable Insights
You’ve got the research.
Now, you need a system to organize it.
As Anna Bolton, chief CRO and conversion copywriter of Conversion Copy Co., says:
The challenge isn’t just gathering research—it’s making sense of it. Whether you’re analyzing heatmaps, surveys, or reviews, you need to turn that data into meaningful insights. This starts with proper analysis to identify key patterns and trends. And then you need to understand that data in context—what it means for your business, audience, and goals. That’s what turns raw data into results.
So, what do you do?
Build a research repository to bring all your insights together in one place.
Think of it as a living database of findings and insights. This way, it’s easier for you to act on data.
But you don’t need anything fancy.
Start with a simple spreadsheet.
Include everything from customer research (interviews, surveys) to conversion rate optimization (CRO) results and survey data.
For example, Anna and I use a spreadsheet like the one below for one-off client projects.
For larger-scale projects, use UX research tools like Aurelius Lab and Dovetail.
These tools offer more advanced ways to store, categorize, and retrieve insights.
Phase 2: Apply Ecommerce Website Optimization Fixes to Increase Conversions
The ecommerce website optimization best practices we’re about to cover are designed to do one thing:
Improve the customer experience.
And when you do that, conversions naturally follow.
Side note: If you’re here for SEO tips, stick around. While I’m focusing on conversion rate optimization, CRO and SEO are becoming increasingly intertwined. Anything you do to make your site better for humans will also make Google happy.
As Leigh McKenzie, head of SEO at Backlinko and owner of UnderFit, says:
“Conversion rate optimization is becoming more and more an SEO responsibility. Google heavily rewards websites that deliver a positive user experience. It’s no longer about just bringing traffic. It’s also about what happens when people get there.”
Begin with the pages that offer the quickest wins, such as product and checkout pages.
This is what Rishi Rawat, product page optimization specialist at Frictionless Commerce, does.
I work exclusively on bestselling product pages because they have the highest impact. My goal is to turn first-time visitors into buyers. Since these pages already drive a big share of the store’s revenue, I don’t spread optimization efforts thin. Instead, I improve the sales pitch and sharpen the product story. And then I make what’s already working even more persuasive.
So, how do you identify your site’s high-impact pages?
These are the pages that attract visitors in the decision and action stages. Such as product pages or the cart page.
But you might also include other pages based on user behavior.
For example, optimize the product and cart pages if your site has high cart abandonment.
This ensures the product page sets the right expectations.
So, when shoppers get to checkout, they feel confident in their choice.
But, if your goal is to boost mobile sales, optimize the mobile experience first.
Want to maximize paid ads conversions? Make product landing pages a priority.
3. Make Navigation and Search Intuitive
Shoppers don’t always leave because they dislike your products.
Sometimes, they leave because they can’t find what they’re looking for.
That’s why navigation plays a big role in ecommerce website optimization.
If your navigation makes users rethink their next step, you’re already losing them.
For example, imagine you’re searching for dog crates on pet company Chewy’s website.
You sort the results by price.
But now, the first products you see are lock latch replacements and crate pans—not dog crates.
That’s a bad user experience.
And it might cost them the sale.
The solution?
Always test filters before launch to ensure they work as expected.
And design navigation to adapt to various browsing behaviors.
Make backtracking easy with breadcrumbs and a “Recently Viewed” section.
Plus, use AI to suggest relevant filters, related categories, and top products.
Navigation also impacts SEO.
As Leigh put it,
Good navigation isn’t just about getting users to a page. It’s about keeping them engaged in the shopping process. Shoppers want to see product variations, compare options, and refine their choices easily. When they do, they stay longer. And that’s what Google values. It favors sites where users engage rather than bounce back to search results. That’s why you want to optimize for getting people deeper into the experience.
Forcing people to create an account is an unnecessary barrier. You can just auto-generate one for them. Let them check out first, and then send them a confirmation email with their details. And a ‘Set Your Password’ option later. That way, the process stays frictionless, and they still get an account without effort.
But consider this:
Your job doesn’t stop when someone adds an item to the cart.
This is your chance to remove any last-minute hesitation and get the sale.
Ridge Wallet, an accessories manufacturer, does this well.
It displays social proof at the top of the checkout page by highlighting its “100K+ 5-star reviews.”
It also includes trust boosters like a risk-free trial and fast shipping.
Outdoor gear company Patagonia highlights its “Ironclad Guarantee” on the checkout page.
This reassures buyers that buying is risk-free.
And it also strengthens Patagonia’s credibility.
Clothing company Everlane also understands the power of timing.
It reminds shoppers of first-time buyer discounts at checkout to encourage them to take advantage of savings.
CRM data (buying history, abandoned carts): Powers retargeting campaigns and perfectly timed offers
Predictive insights: Uses AI to analyze patterns and predict needs
9. A/B Test to Learn. Not Just to Win.
At the heart of ecommerce website optimization is A/B testing.
But here’s the thing:
Your goal isn’t just about finding a “winning variation.”
It’s to learn more about the psychology of your buyers.
As Jonny Longden, chief growth officer at Speero, puts it:
When you run a test, whether it wins or loses is in some ways irrelevant because you can learn something from it. Some of the most successful tests that you will run happen as a result of a test that lost. When you chase winners, you ignore that fact.
For example, if a trust badge increases conversions, the real takeaway isn’t just that the badge works.
It’s that customers need more reassurance before they give you their credit card.
This insight goes beyond checkout.
It suggests that trust signals should be reinforced earlier in the buying journey. On product pages, in the cart, and even in post-purchase messaging.
Why?
If hesitation exists at checkout, it likely started long before.
One more thing.
A/B testing only works if you have enough traffic to reach statistical significance.
Kurt says your test page should receive at least 10,000 visits per month.
This gives you meaningful insights in a reasonable timeframe.
But traffic alone isn’t enough.
What matters is whether you can reach statistical significance. This ensures your results aren’t just due to chance.
As an agency owner, you need skills to write content that your clients and audiences will love. Luckily, you can learn how to do it with proper steps and helpful tools. Here, we’ll discuss how to plan, write, and optimize the content work for your clients. If you have your process down, you’ll easily create content that aligns with the client’s needs and brings in results. One of the tools we’ll use is the Yoast SEO plugin, which helps your content production.
Good content always has a goal — it could answer questions, solve problems, or offer critical information. If readers find your clients’ content valuable, they will likely feel listened to. They will understand that the advice and ideas are meant for them, which helps you build a bond with them. Writing valuable, high-quality content isn’t just for filling your client’s websites but a way to help and inspire them to improve their business.
There are many options to get results from the content you produce for your clients. So, what are some of the more popular goals you can target with your client’s content?
Building brand recognition: Share brand stories and values so people understand who your clients are.
Teaching the audience: Create articles and videos showing how products and services work.
Getting leads: Write content to get people to subscribe, download items, or contact your client.
Driving traffic: If your client’s content is valuable, readers will likely click on their site.
Increasing engagement: Make content to spark conversations and get feedback.
Keep writing focused and clear, with your eyes on the ball. You should focus intently on your clients’ current issues, challenges, and opportunities. Take the time to write well-researched pieces, as these can empower your readers. Once you do this, they will likely see your clients as subject matter experts they can trust. Straightforward, high-quality content can inspire readers and bring much value to you as an agency.
Strategic planning is the foundation
Much of the writing process is about planning. Before you write for your clients, clearly define the goals for that content piece. Find out what questions your clients’ customers are struggling with and how your answers can help them. Research their target audience to understand their daily struggles. This way, you can make your content much more relevant to readers.
It’s advisable to spend plenty of time doing keyword research. This process is very helpful, giving you many insights into your client’s audience and the words they use to find things. Ultimately, these findings will help you build content strategies for your clients.
The next step is to create a content plan. First, make a simple calendar or a list of topics your client wants to cover. Your plan will guide them and help them keep track of their audience’s themes and recurring concerns.
Don’t forget to use tools that integrate directly into their content. For instance, the Yoast SEO plugin has integrated keyword research features — among many other great features. It can highlight keywords and trends related to current topics, which will help your clients plan the current piece of content but could also inform the next.
Ideation and content planning
After researching, it’s time to start generating ideas for your client’s content. Don’t tie yourself up too much; brainstorm freely. Write down every topic that pops up and then organize these ideas to match the client’s needs. Mind mapping is a fantastic way to sort and visualize these ideas. Of course, you can always use a simple list or whatever works for you. Seeing these ideas together helps your client see the connection between them.
Before starting to write, it’s a good idea to think about the structure of the content. Break down the article into introductions, main sections, and conclusions. This way, it’s easier to structure the content and keep the writing focused and readable. From there, write and edit the first draft — editing helps the content shine.
Optimize your writing for readability
Good writing is all about clarity. Use direct language and try to avoid passive voice. Vary your sentence length to keep the client’s articles engaging. Start with a bold statement or an inverted pyramid-style intro. In the rest of the article, use detailed explanations to build on and prove the main point.
Format your client’s text to improve readability. Always use headers to introduce new sections and short paragraphs to make it easier for readers to follow the ideas. The same goes for using lists and bullet points to break up walls of text. Make sure that every element of your client’s layout allows the reader to understand your writing quickly.
During this phase, you also need to consider on-page SEO optimizations. Watch how you use your focus keywords and logically structure your client’s content. As you might know, Yoast SEO is a fantastic tool for this. It gives you feedback on sentences, passive voice use, and keyword use and distribution. As a result, this feedback helps publish high-quality content, especially under a tight deadline.
Yoast SEO is an SEO plugin/add-on for WordPress, Shopify, and WooCommerce. It’s designed with simplicity in mind while also offering a solid set of SEO features. It also lives within your post editor to give you feedback on your writing. For instance, it offers real-time suggestions on how you use keywords and the structure of your article. Thanks to this, you can focus on the writing part without sacrificing the SEO and technical aspects of making content your clients will love.
Yoast SEO is an industry standard for agencies. It’s a helpful tool that guides users in writing engaging, valuable content for all clients. As it’s aimed at ease of use, the feedback is practical and insightful. Also, Yoast SEO Premium comes with AI-powered suggestions that make this process even easier. Using this SEO plugin in your agency helps you build a consistent content process to write, review, and optimize high-quality content.
Inspiring through actionable content
Help your readers out and show how little things can make a big difference. Don’t forget to give your clients the tools and processes needed to succeed. For instance, share your best practices and guidelines for writing content and creating the valuable material everyone seeks. Share stories of how your agency helped clients reach their content goals, as these insights help potential new clients choose you over the competition.
Inspiration can come from many places, but it’s not always a given. When you get inspired, your client’s content can reach a whole new level. Content can also reach new heights when writing with a clear purpose and using tools that support your writing process. This way, you can turn a simple set of ideas into content your clients will love.
Wrapping up
Creating content your client loves depends on many things, especially having good plans, writing clearly, and regular improvements. As always, everything starts with research to build a solid plan. After that, start creating relevant content for your clients with clear writing and text structure. Finally, optimize your work with helpful tools like the Yoast SEO plugin, which gives relevant feedback and improvements.
You should also treat it as a learning process and improve as you go. This way, your clients eventually have a solid foundation that gets more engagement and deeper connections with their audience. Try it out and see how it can change your client’s next project. Every article will strengthen your client relationship while showing your expertise and experience.
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AI-powered search engines (e.g., OpenAI’s ChatGPT, Perplexity) are failing to drive meaningful traffic to publishers while their web scraping activities increase. That’s one big takeaway from a recent report from TollBit, a platform that says it helps publishers monetize their content.
CTR comparison. Google’s average search click-through rate (CTR) was 8.63%, according to the report. However, the CTR for AI search engines was 0.74% and 0.33% CTR for AI chatbots. That means AI search sends 91% fewer referrals and chatbots send 96% less than traditional search.
Why we care. This is bad news for publishers because it shows AI search won’t replace traditional search traffic. As AI-generated answers replace direct website visits, you should expect to see this trend continue.
By the numbers. AI bot scraping doubled (+117%) between Q3 and Q4 2024. Also:
The average number of scrapes from AI bots per website for Q4 was 2 million, with another 1.89 million done by hidden AI scrapers.
40% more AI bots ignored robots.txt in Q4 than in Q3.
ChatGPT-User bot activity skyrocketed by 6,767.60%, making it the most aggressive scraper.
Top AI bots by share of scraping activity:
ChatGPT-User (15.6%)
Bytespider (ByteDance/TikTok) (12.44%)
Meta-ExternalAgent (11.34%)
PerplexityBot continued sending referrals to sites that had explicitly blocked it, raising concerns about undisclosed scraping.
Context. One company, Chegg, is attempting to sue Google over AI Overviews. Chegg claims Google’s search feature has severely damaged its traffic and revenue.
Google announced last week an expansion of AI Overviews. It is now starting to show AI Overviews to users who aren’t logged in.
About the data. There’s no methodology section, so it’s not entirely clear how many websites were analyzed, just that it’s based on “all onboarded ToolBit sites in Q4.” Toolbit says it “helps over 500 publisher sites.”
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ChatGPT Tasks might be the most underrated tool in SEO today.
It can turn a single employee into a vast team – but only if you know how to use it.
And in this article, you’re about to see the future of SEO.
What is ChatGPT Tasks?
ChatGPT Tasks is a tool within ChatGPT designed to automate various tasks, including those related to SEO, such as content generation, keyword research, and link building.
This feature allows users to schedule tasks to run at specific times, either as one-time events or recurring actions, enhancing workflow efficiency and productivity.
As of writing, it’s in beta and rolling out to users on the Plus, Pro, and Team plans.
How to use ChatGPT Tasks: The basics
The key to maximizing ChatGPT Tasks is to approach it strategically and leverage its capabilities fully.
Start by identifying specific tasks you want to automate, such as:
Creating blog post outlines.
Generating meta descriptions.
Researching competitor backlinks.
Then, explore the tool’s features and experiment with different prompts to find the most effective workflows for your needs.
ChatGPT Tasks is powerful, but it’s not a magic solution.
You must carefully review and refine the output to ensure it aligns with your brand and SEO strategy.
Efficiency gains: The secret to ChatGPT Tasks
One of the reasons ChatGPT Tasks is so powerful is that it optimizes your time.
As an SEO professional using AI, your role will shift from doing work to checking work. That means you need to maximize your efficiency.
In the past, SEOs often outsourced work to overseas staff in different time zones. ChatGPT Tasks changes this.
Now, you can outsource tasks to AI, ensuring they are ready for you when you start your day.
Here’s how I use ChatGPT Tasks: At 7 a.m., AI sends me a batch of completed work.
Beyond that, I’ve also used Tasks to generate content throughout the day.
For example, I set up a content prompt that delivers product description pages to me every 30 minutes. (More on that later.)
Essentially, this feature allows you to maximize “dead time” – periods when you aren’t actively working.
While it doesn’t mean the tool is working around the clock, it ensures you get what you need when needed.
For instance, if you ask it to send you something at 7 a.m., it likely generates it at 6:59 a.m.
But I don’t need to know how it works. I just care that I get what I asked for.
Many SEOs focus on page title optimization, and ChatGPT Tasks makes this process easier.
I use a “dueling” method, where GPT generates multiple page title variations.
I then run them through a tournament-style evaluation to select the best one based on preset criteria.
Social media post ideas
Generating a steady stream of fresh and engaging social media content can be time-consuming. ChatGPT Tasks can help streamline this process.
Here’s an example prompt:
The output of that prompt looks like this:
This is just one of the many prompts I use.
While I only implement about 5% of the generated ideas, they often lead to new inspiration – especially on days when I’m feeling stuck.
Industry news summaries
Staying on top of industry news is essential for SEO professionals.
With ChatGPT Tasks, you can automate this process.
Each morning at 7 a.m., I receive a curated list of SEO and AI news from my preferred sources.
The future of tasks
SEO workflows are rapidly evolving with AI, and ChatGPT Tasks represents a significant step forward.
I suspect there’s still untapped potential. Could I schedule an entire week’s worth of SEO tasks in advance?
For example, if I know I need to work on a client’s account on Wednesday at 11:30 a.m., could I schedule ChatGPT to conduct research or analyze content beforehand?
Looking further ahead, it may eventually ask you what needs to be done – and then suggest the best way to execute it using Tasks.
OpenAI may even develop a single model to streamline this process.
While ChatGPT Tasks is still in its early days, I believe it will evolve rapidly.
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Why we care. Google Marketing Live is a key event for advertisers, offering insights into the company’s latest ad innovations and AI-driven strategies. As a reminder, here’s everything that was announced at Google Marketing Live 2024.
What to watch. Expect updates on AI-powered ad solutions, measurement tools, and cross-platform marketing strategies as Google continues to evolve its ad ecosystem.
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Similarweb is powerful for digital intelligence. But like any tool, it has limitations.
You might want deeper insights into your competitors’ content strategies. Or need more reliable data for SEO planning. Or you’re simply looking for a more affordable solution.
I’ve spent months testing and researching the best Similarweb alternatives to see how they compare.
Four tools stand out as replacements.
This guide covers the top options for:
Market trends
Advanced SEO analysis
Ad intelligence
Similarweb Limitations
While Similarweb excels at competitor intelligence, it might not fit everyone.
Here are some key limitations:
Limited SEO and keyword research features: It lacks in-depth keyword rankings, SERP tracking, and backlink analysis, making it less effective for SEO professionals
Limited keyword and backlink databases: Similarweb’s databases are smaller compared to its competitors like Semrush and Ahrefs
Limited traffic source breakdown: It doesn’t show a detailed breakdown of where the website gets traffic from (e.g., organic search, social media, referrals, email, etc.)
No granular audience demographics: Unlike some alternatives, Similarweb lacks detailed demographic breakdowns, such as income level or interests, that could help with audience targeting
Similarweb Alternatives at a Glance
Before I review each tool in detail, here’s a quick comparison of the best Similarweb alternatives:
And you’ll get detailed insights into website traffic and visitor behavior that’ll help you refine your marketing strategy.
Let me show you how to use Traffic Analytics to spy on your competition.
Evaluate On-Site Engagement
Metrics like pages per visit, average visit duration, and bounce rate give you a snapshot of what happens when visitors land on the site.
Here’s what these metrics tell you about your competition:
A high bounce rate means most visitors leave without exploring other pages. This often happens when:
The content doesn’t match what visitors were searching for
Pages take too long to load
The site isn’t mobile-friendly
On the flip side, when you see a high average visit duration and multiple pages per visit, it usually means:
Their content keeps readers engaged
They’ve built effective content funnels
Their site navigation makes it easy to explore more content
Analyze Website Traffic Sources
Go to the “Traffic Journey” tab to understand where your competitors’ website visitors are coming from and which channels are driving the most traffic. For example, organic search, paid search, social, or referrals.
What do these metrics mean?
If you see most of their traffic comes from organic search (like in the screenshot above), you’ve struck gold. This usually means:
They’ve built a solid foundation of SEO-optimized content
They’re targeting the right keywords for your industry
They’re not overly dependent on paid traffic
Pro tip: Pay special attention to competitors maintaining steady organic traffic growth. These are the ones whose SEO strategies you’ll want to study and adapt for your own site.
Map Out the Traffic Journey
The Traffic Journey report is like a GPS for your competitors’ visitors. It tracks their exact path before and after they land on the site.
Here’s what different traffic patterns reveal:
Pattern #1: When you see visitors flowing from Google → Your competitor → Stripe (or other payment processors), you’ve found a winning formula:
Their content matches search intent perfectly (thanks to a solid SEO strategy)
Pattern #2: Notice lots of visitors bouncing back to Google.com? That’s a red flag indicating:
The content isn’t delivering what visitors want
There might be technical issues causing frustration
You’ve spotted a gap you can fill with better content
Discover Top-Performing Pages
Navigate to the “Top Pages” tab to identify which pages on a competitor’s site drive the most traffic.
These top pages reveal what resonates most with their audience. This offers inspiration for your content strategy.
Let’s say you run a personal finance blog. You might discover that NerdWallet’s most-visited pages are their:
Mortgage calculator tools
Credit card comparison guides
Student loan refinancing reviews
This tells you three things:
What type of content your audience want (interactive tools and comparison guides)
Which topics drive the most traffic (mortgages, credit cards, student loans)
Where to focus your content strategy for maximum impact
Market Explorer
Market Explorer helps you evaluate your market size and track up to 100 competitors at once.
The tool shows you who’s leading your industry, who’s growing fast, and detailed insights about your target audience’s demographics and behavior.
Here’s what you can do with Market Explorer:
Get a Market Summary
The Market Summary dashboard shows you a snapshot of your chosen industry.
Let’s say you’re just starting a business in the travel and tourism industry. This dashboard gives you the key metrics to evaluate the market and plan your strategy effectively:
Here’s what the key metrics on this dashboard mean:
Market consolidation: Shows if a few big players dominate your market (high consolidation) or if it’s spread across many smaller sites (low consolidation)
Market domains: How many active websites compete in your space
Market traffic: How many monthly visitors the entire industry gets (and whether it’s growing or shrinking)
Market traffic cost: How much you’d need to spend on ads to get the same traffic volume
Market size: Two key numbers that matter:
Total Addressable Market (TAM): Your maximum possible audience size (example: “all online shoppers”)
Serviceable Available Market (SAM): The audience you can realistically reach (example: “online shoppers in your country”)
Analyze Audience Insights
The Audience section provides a detailed breakdown of your industry’s demographics, socioeconomic data, and behavioral trends.
These insights help you understand your target audience on a deeper level. This will allow you to tailor your marketing strategies to their specific needs and preferences.
Market Explorer even shows detailed audience socioeconomic data. For instance, their employment status, education level, and household income and size.
You’ll also see an overview of your audience’s additional interests. And what social media they use the most.
Strengths & Limitations
Strengths
Limitations
Understand where competitors get engagement from (organic search, social media, email, ads)
No mobile app intelligence
Tailored for SEO intelligence as it’s an all-in-one SEO platform
SEOs and content marketers analyzing SEO competition
Market researchers, businesses, or investors analyzing industries
Now, let’s review the key features Ahrefs Site Explorer offers.
View Your Competitors’ Top Pages
Site Explorer lets you identify the highest-value content on your competitor’s website. Plus, the top organic keywords driving that traffic.
Use these insights to replicate their success.
Let’s say you’re running a personal finance blog that competes with NerdWallet. You can analyze their top-performing pages to spot content opportunities.
In this example, the mortgage rates page is one of the most visited. This means that “current mortgage rates” is a high-demand topic worth covering on your website.
Review the Site Structures of Your Competitors
Ahrefs’ Site Structure feature shows a website’s architecture in a tree format with key SEO metrics across each section and subfolder.
This helps you analyze how competitors organize their content and which sections attract the most traffic.
For example, when you analyze one of your competitors, you can see:
Which content categories drive the most organic traffic (e.g., reviews, mortgage guides, or financial calculators)
The traffic performance of individual pages and subfolders
How much organic and paid traffic each section receives, pinpointing opportunities for content optimization
[missing-ss]
Strengths & Limitations
Strengths
Limitations
Helps identify high-value content opportunities
Less emphasis on broader market research
Have a look at competitors’ site architecture
No data on your competitors’ audience (age, location, interests, etc)
Then, for each competitor’s domain, you can access detailed insights, such as:
Domain overview report: Get a bird’s-eye view of their SEO performance, including total organic traffic, keyword rankings, and estimated traffic value
Positions and keywords: See exactly which keywords they rank for, what position they’re in, and how these rankings change over time
Top pages: Discover their highest-traffic content and the exact keywords driving visitors to each page (perfect for finding content gaps in your own strategy)
Backlink profile: Analyze where their backlinks come from, which pages get the most links, and how their link profile grows over time
Site audit: Peek under the hood at their technical SEO setup, including site structure, loading speed, and potential technical issues you can learn from
Why do these insights matter?
They let you reverse-engineer your competitors’ success to improve your SEO strategy.
And find high-authority sites linked to your competitors. Then, reach out to these websites for backlink opportunities.
Best for entrepreneurs and marketers needing early trend insights to capitalize on emerging opportunities
Pricing: Free (paid plans start at $39 per month)
Exploding Topics is a market research and trend discovery tool that identifies emerging trends before they peak.
While Similarweb focuses on existing competitors, Exploding Topics helps you spot rising trends before they take off. The tool analyzes search data, social media, and startup activity to identify tomorrow’s opportunities.
Why is Exploding Topics better than Similarweb?
Let’s take a glance:
Exploding Topics
Similarweb
Primary Focus
Trend discovery and market opportunities
Competitor intelligence and market research
Trend Detection
AI-driven trend forecasting
Relies on historical industry data
Keyword Database
Identifies rising search trends
Tracks established search volume
Competitive Analysis
Limited, focused on macro trends
Detailed competitor insights
Who’s It for?
Entrepreneurs, product developers, investors
Market researchers, large enterprises
Here are the key features included in Exploding Topics:
Discover Emerging Trends Before They Peak
Exploding Topics analyzes millions of data points from search engines, social media, online discussions, and startup investments to identify growing trends.
What does this mean for you?
Let’s say you have an affiliate blog selling home technology. You want to see what’s trending to understand which products or keywords have rising demand before they become mainstream.
Using Exploding Topics, you discover that “walking pads,” compact treadmills designed for home offices, are rapidly gaining traction.
This early insight gives you three key advantages:
You can create content while competition is still low
You can rank for keywords before they get expensive
You can establish yourself as an authority before the trend peaks
In other words: you get more traffic with less effort by being first.
Spot Trends 12+ Months Before They Take Off
Exploding Topics’ forecasting feature can position you as an early authority and rank faster in search.
Imagine creating content around AI image enhancers.
At first glance, it’s hard to tell if the interest in AI-powered image tools will continue to grow or if it’s just temporary hype.
Instead of guessing, you check Exploding Topics’ forecasting data. And see that the search volume for “AI logo generator” is expected to rise steadily.
Knowing the keyword’s popularity may rise gives you the confidence to take action early and secure organic traffic before the competition.
Note: Forecasting is available in Exploding Topics Pro, but you can test it with a 14-day trial for $1. After 14 days, Pro memberships start at $39 per month.
Strengths & Limitations
Strengths
Limitations
Provides long-term trend growth insights
Not focused on competitor intelligence
Predicts emerging trends before they peak
Doesn’t show competitors’ website traffic data
Match Your Similarweb Alternative to Your Growth Stage
Your business stage determines which tool you’ll need.
Just starting out? Exploding Topics gives you free baseline data to validate ideas.
Ready to scale? Semrush .Trends reveals overlooked opportunities in your space.
The right tool accelerates your market research. But knowing how to interpret the data is what drives real growth.
Ready to turn market insights into sales? Our proven market analysis framework shows you exactly how to spot and capitalize on gaps your competitors are missing.
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American desktop users perform 126 unique Google searches per month, on average, according to a new analysis of search behavior published by SparkToro co-founder Rand Fishkin. The median average was 53 Google unique searches per month.
By the numbers. Here are some additional findings about American searchers, beyond the headline statistic:
34% conducted more than 101 searches per month.
36% conducted 21-100 searches per month.
30% conducted 1-20 searches per month.
Google Search by vertical. A whopping 86.94% of Americans use Google.com (Google’s homepage search experience) to search. As for Google’s other vertical options:
Images: 10.62%
Video: 1.16%
Maps: 0.64% (which “is almost certainly undercounted,” according to Fishkin)
News: 0.38%
Shopping: 0.23%
Web: 0.04%
As the study notes about this section:
“This breakdown is looking at the searches that happen in those tabs/sections, not the ones that simply result in a click on a Google News or Shopping result that appeared in the default Google search tab.”
Why we care. There’s been much speculation that AI tools and answer engines will negatively impact Google’s search dominance. However, this data confirms that Google’s search volume is still massive. Future updates to this study could reveal whether there is any truth to Gartner’s oft-cited prediction that traffic from search engines will fall by 25% by 2026.
The intrigue. Hours before this report was published, we reported that Google processes more than 5 trillion searches per year. Datos’ estimate for the number of annual Google searches: 5.9 trillion. According to Fishkin:
“Our math above puts the number at 5.9 Trillion, a little high, likely because Datos’ panel focuses on wealthier countries where more search activity per person is to be expected. Still incredible that they’d come out with numbers the day we publish that help back up the veracity of these results, and the quality of Datos’ panel.”
About the data. Fishkin partnered with Datos (a Semrush company), which only tracks web browser activity. That means searches made within mobile apps (e.g., Google search, Google Maps) are excluded from this research. Only searches on Google.com and its five main vertical options were counted.
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SEO is a fast-moving, marketing-centric industry that will always keep you on your toes.
If you’re just getting started, it can be overwhelming without a guide.
There are many facets and specializations in SEO that come later in a career – local, technical, content, digital PR, UX, ecommerce, media – the list goes on.
However, that level of specialization isn’t something a junior professional needs to focus on right away.
Much like a liberal arts degree or an apprenticeship, a newcomer to SEO should first develop a broad understanding of the entire discipline before choosing a specialty.
This article covers several ways to build that foundational knowledge of search engine optimization.
1. Start with the business
Whether you’re in-house or at an agency, resist the urge to jump straight into “solution mode” when beginning an SEO project.
Instead of immediately focusing on meta tags, keywords, backlinks, or URL structure, start by understanding the business itself.
Here are some key questions to consider as you browse the website:
What product or service is being sold?
Who is the target audience? (If you’re in-house, who is your company trying to sell to?)
Why does the company believe customers should choose them over competitors? (Common differentiators include price, unique features, or benefits.)
If you have the time or opportunity, dig deeper by asking your boss or client these business-focused questions:
What are the company’s goals and targets?
What is the three- to five-year plan for the business? (Are there plans to launch new products or expand into new markets?)
Who are the main competitors, and what are they doing?
A sample of onboarding business questions from Building a Business Brain by FLOQ Academy
Even without that level of detail, the first three questions provide a useful frame of reference for determining the best SEO approach.
Because of that, SEOs often become social butterflies, regularly collaborating with other departments and specialties.
I’ve been in SEO for 15 years now (which makes me feel old), but I continue to ask my clients questions every day.
This field encourages curiosity, so rather than feeling frustrated by what you don’t fully understand, embrace being the one to ask the “dumb questions.”
There’s no such thing as a dumb question, by the way.
As mentioned earlier, SEO has many specializations. Some, like video or local SEO, are referred to as “search verticals.”
If you’re new to the field, start with the basics: the website and how Google presents search results.
Once you understand the business, try a simple exercise to analyze your site’s optimization.
Open a key product, category, or service page in one window. In another, search for a term you think users would enter to find that page.
Compare what appears in the search results with your own page and the pages that rank for that term.
For example, in a search for “running shoes,” a few things stand out:
The intent is somewhat mismatched. Nike’s category page targets users who are researching with intent to buy or are already planning a purchase. However, the search results display articles comparing different running shoes.
Scrolling down, you might see an image carousel, a “Nearby Stores” section, and “People Also Ask” results.
If I were a new SEO at Nike and assumed the “running shoes” category page could rank for the “running shoes” query, I would rethink that after reviewing the search results.
If ranking for that broad term were a priority, I would create a running shoe comparison article featuring high-quality images of real people using the shoes – maybe even a video, if budget allowed.
If your page aligns more closely with the search results, analyze the top-ranking pages and adapt successful elements to your own site.
Do most of them have an on-page FAQ while yours doesn’t?
A product video? Detailed specs? User reviews?
Be critical and specific about what you can improve. (Never copy content directly.)
At its core, SEO is about identifying what Google deems important for a given product or service, then doing it better than the competition.
Many SEOs get caught up in tools and tactics and forget to examine the search results themselves.
Break that habit early and make reviewing Google’s search results a key part of your research process.
4. Dabble in the technical side and build relationships with your developers
Technical SEO is one of the more complex specializations in the field and can seem intimidating.
If you’re using a major CMS, your technical foundations are likely solid, so today, much of technical SEO focuses on refinements and enhancements.
While it’s important to develop technical knowledge, a great way to start is by building relationships with your development team and staying curious.
Asking questions makes learning more interactive and immediately relevant to your work.
Exploring coding courses or creating your own website can also help you develop technical skills gradually instead of all at once.
Some argue that you can be a good SEO without technical expertise – and I don’t disagree.
However, understanding a website’s inner workings, how Google operates, and even how large language models (LLMs) function can help you prioritize your SEO efforts.
Code is Google’s native language, and knowing how to interpret it can be invaluable when migrating a site, launching a new one, or diagnosing traffic drops.
5. Learn the different types of information Google shows in search results
The way search results are presented today vastly differs from 10 or 15 years ago.
Those who have been in the industry for a while have had the advantage of adapting gradually as Google has evolved.
Newcomers, on the other hand, are thrown into the deep end, facing a wide range of search features all at once – some personalized, some not, and some appearing inconsistently.
This can be challenging to grasp, even for experienced SEOs.
Google has invested heavily in understanding user intent and presenting search results in a way that best addresses it.
As a result, search results may include:
Videos.
Images.
People Also Ask.
Related Searches.
AI Overviews.
AI-organized search.
Map results.
Nearby shopping options.
Product listings.
People Also Buy From.
News
Building visibility for each of these features often requires a unique approach and specific considerations.
These search result types are now industry jargon, so a glossary can help you learn SEO terminology.
6. Learn the different types of query intent classifications
Google’s mission is to “organize the world’s information and make it universally accessible and useful.”
As part of this, Google works to understand why people search for something and provides the most relevant results to match that intent.
To do this, they classify queries based on intent.
The Search Quality Evaluator Guidelines, a handbook Google provides to evaluators who manually assess website and search result quality, also touches on understanding user intent:
“It can be helpful to think of queries as having one or more of the following intents.
Know query, some of which are Know Simple queries.
Do query, when the user is trying to accomplish a goal or engage in an activity.
Website query, when the user is looking for a specific website or webpage.
Visit-in-person query, some of which are looking for a specific business or organization, some of which are looking for a category of businesses.”
When conducting keyword research, it’s helpful to analyze both your site and the queries you’re targeting through this lens.
Many SEO professionals also use these broader, traditional intent categories, though they don’t always align perfectly with Google’s classifications:
Informational: Who, what, when, where, how, why.
Commercial: Comparison, review, best, specific product.
Transactional: Buy, cheap, sale, register.
Navigational: Searching for a specific brand.
Rather than focusing solely on keywords, take a step back and consider the intent behind the search. Understanding intent is essential for SEO success.
However, if you’re new to SEO, I strongly recommend completing at least one full project using tools like Google Search Console, Semrush, or Ahrefs without LLM support.
While AI can speed up the process, relying on it too early has drawbacks:
Slower learning curve: If an LLM does the heavy lifting, you miss the experience of making strategic trade-offs, such as choosing a low-volume, mid-competition keyword over a high-volume, high-competition one.
Lack of instinct for accuracy: Without firsthand research experience, it’s harder to recognize when an LLM generates inaccurate information or pulls from an unreliable source.
Reduced impact: Google is increasingly sophisticated in detecting “repetitive content.” Relying too much on LLMs for mass content creation could hurt performance, whereas a more focused, strategic approach might yield better results.
While it may be tempting to jump straight into strategy rather than hands-on execution, senior SEOs develop their strategic mindset through years of practical work across different clients and industries.
Skipping this foundational experience could make it harder to recognize large-scale patterns and trends.
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