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Marketplace SEO tips to improve product listing visibility

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You can sell your products online in many marketplaces, and all these platforms benefit from SEO. From improving your photos to writing better product descriptions, on-page SEO is key if you want your product listings to rank in search.

Table of contents

What is marketplace SEO?

Marketplace SEO is about making a platform with many sellers — like Airbnb, Etsy, or Amazon — easy to find on search engines. It means improving product details, organizing the site well, and using customer reviews and content. Optimizing the listings on these platforms helps more people find the products and increases sales for everyone involved.

For instance, Etsy gives store owners plenty of options to improve their product listings by writing detailed product descriptions or adding great images. As a result, every well-optimized, handcrafted item ranks in the search results. Similarly, Airbnb allows property owners to update their listings with local keywords so that they appear when users search for accommodations in specific areas.

Effective marketplace SEO means that when someone searches for “vintage leather bags,” Etsy listings are among the top results. Or when a traveler looks for “secluded cabin in Vermont,” Airbnb’s optimized listings pop up. The result, of course, is to quickly connect marketplace buyers and sellers.

an airbnb listing appearing in google search for the term secluded cabin vermont
An Airbnb listing appearing in a Google search for a key term

On-page SEO for marketplaces

You can use on-page SEO as a tool for marketplace SEO. Doing so directly impacts how easily potential customers find your listings. Take the time to optimize elements like titles, descriptions, and images. Ultimately, you’ll find that your marketplace listings will be more visible in search results. This visibility, of course, should hopefully lead to more clicks and more sales.

When each page is optimized correctly, search engines better understand your content, which improves your rankings. This means your marketplace appears in front of the right audience at the right time.

Optimizing images

For marketplace SEO, you need good images to capture attention and show the quality of your products. If possible, make sure that your images are high-resolution and professionally shot. All your images should be relevant and showcase the product from more than one angle to give buyers a good feel for it.

Add clear alt text like “handmade ceramic mug” to make your images more accessible and to help search engines recognize what the image shows. This improves the SEO of your marketplace listings and makes them more appealing to users who use speech-based browsers.

Don’t forget to optimize the image itself. Compress files to maintain quality while reducing load times, as slow-loading images can drive users away. Tools like Squoosh can help with compression without losing quality. Ensure file names are descriptive and include keywords where appropriate, such as “organic-cotton-shirt.jpg,” to boost search visibility further.

Great photography and branding make your products stand out

Create great titles and meta descriptions

Titles and meta descriptions can draw users from search engine results. Crafting an engaging title means more than just adding keywords; it should capture what the page is about. Keep it short but descriptive, like “Elegant Summer Dresses – Affordable Fashion Online.” This approach catches users’ attention and clearly tells them what to expect. Ensure the titles aren’t too long so they appear fully in search results without getting cut off.

Descriptions provide more details about your listing. A good meta description should highlight features and benefits. It should also mention why people should click on your listing instead of your competitors. Here’s a good example: “Discover our range of elegant summer dresses crafted from breathable fabrics for comfort and style. Perfect for any occasion, at prices you’ll love.” This has all the keywords, and it speaks to the customer. Keep it short, accurate and engaging.

Writing great product descriptions

Product descriptions sell your products. If you want to sell your products, you must invest plenty of time in writing great product descriptions. Start by understanding your target audience and use those insights to address their needs and concerns. Write naturally and incorporate all the keywords you want the product to rank for.

Many sellers simply list features, but explaining these in context is better. Here’s an example: “This eco-friendly bamboo toothbrush is designed for comfort and sustainability, reducing your carbon footprint while providing a gentle clean.” By writing this way, you set your products apart from your competitors.

Another way to make your products stand out is through storytelling or vivid language that paints a picture. Here’s one: “Imagine sipping your morning coffee from this handcrafted ceramic mug, its unique glaze reflecting the artisan’s touch.” Instead of simply listing details, you appeal to the buyer’s emotions. This also offers a way to make the shopping experience more personal.

Whatever you do, try to avoid using the text provided by the manufacturer, as these will be used on thousands of sites. Try to make it unique for you and your customers.

An example of a good product description for an Etsy item

Using product specifications properly

You must list specifications to help customers decide if they want to buy this specific product. It’s important to list these product specifications with care. Make sure to present details such as product identifiers, dimensions, materials, weight, and compatibility in a way that’s easy to scan.

This makes it easy for customers to find the information they need quickly. It also helps search engines index your content more effectively. Including specifications can give customers more confidence in buying the product, as they know exactly what they are purchasing.

Additionally, think about the unique features that specifications can highlight. For instance, computer shoppers would love to know what kind of processor a laptop has. Shoppers use these details to compare products based on specific technical attributes. Where applicable, use bullet points to present data clearly and concisely.

Implementing Schema markup

You can’t live without a schema markup if you want to improve your marketplace SEO. Schema markup adds structured data to your products, which helps search engines understand and interpret your products. If you do it well, your products might get rich results, like added star ratings, pricing, and availability.

For instance, an item with a product and reviews markup might show a 4.8-star rating and price directly in Google. These listings appeal to customers and could lead to a better CTR.

If you want to add schema to your products, you need to use specific types of markup relevant to your marketplace, such as Product, Review, and Offer schemas. Tools like Yoast SEO can implement schema code for you automatically. Whatever you do, don’t forget to test your structured data to make sure it’s correctly implemented and up-to-date.

Properly set up products with structured data will get rich results in Google

Use Yoast SEO for Shopify

Working on your online store can be tiresome, but luckily, there are tools to help you. Yoast SEO for Shopify is a great app that makes managing it much easier. It has content optimization features, AI tools for creating awesome titles and meta descriptions, and many schema enhancements. Together, these features help your store’s visibility in search

Conclusion to marketplace SEO

For your marketplace to succeed, you need on-page SEO. Work on product visibility and engagement by improving images, creating clear meta tags, and refining product details. Tools like Yoast SEO for Shopify simplify this process. These methods can attract more visitors and improve your marketplace’s performance.

The post Marketplace SEO tips to improve product listing visibility appeared first on Yoast.

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Start 2025 strong with data-driven strategies for retail success by Edna Chavira

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Join our experts for this live panel discussion.
Join our experts for this live panel discussion.

The new year is the perfect time to sharpen your strategies and set the foundation for success. Join Data-Driven Strategies for Retail Success and learn how to harness the power of data and technology to elevate your marketing efforts.

Learn how leading brands are using cutting-edge techniques to drive results—and how you can apply these insights to your own strategy. Our expert panel will cover:

  • Optimizing shopper journeys with actionable data.
  • Using A/B testing to make impactful decisions.
  • Delivering personalized experiences at scale with AI.
  • Lessons from the past peak season to inform your 2025 plans.

Whether you’re a digital marketer, merchandiser, or executive, this webinar is your chance to start the year with a strategy that drives measurable growth. Save your spot here!

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LTV:CAC explained: Why you shouldn’t rely on this KPI

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LTV:CAC explained: Why it isn't the ultimate KPI

Savvy PPC marketers often praise LTV:CAC as a superior KPI for measuring profitability and guiding budget decisions. 

While insightful, correctly leveraging LTV:CAC is far more complex than it seems – and certainly not as straightforward as ROAS, which itself can be misleading.

To avoid missteps, it’s crucial to understand when LTV:CAC is useful, its limitations, and how a poorly calculated metric can lead you to the wrong north star. 

If your agency recommends increasing your PPC budget based on a “great” LTV:CAC ratio, be cautious. There may be critical nuances (or even conflicts of interest) at play.

This article breaks down the fundamentals of LTV:CAC, including:

  • What LTV:CAC is and why it’s important.
  • Common pitfalls when using the metric.
  • How to refine LTV:CAC, plus alternative KPIs.

What is LTV:CAC?

LTV:CAC (customer lifetime value to customer acquisition cost) measures the relationship between the value a customer brings to a business over time and the cost of acquiring that customer. It’s calculated as:

  • LTV:CAC = LTV / CAC

This ratio helps businesses assess whether their customer acquisition efforts are profitable. 

A higher LTV:CAC indicates that customers generate more revenue than their acquisition cost, while a lower ratio could signal inefficiency or unprofitable marketing.

Breaking down the components

LTV (customer lifetime value) represents the total revenue a customer generates throughout their relationship with a business.

Formula: 

  • LTV = (Average order value x Total transactions) / Unique customers

CAC (customer acquisition cost) is the average cost incurred to acquire a new customer within a specific period.

Formula: 

  • CAC = Total marketing costs / Number of new customers

Note: Always calculate both metrics using the same time period to avoid skewed results.

Why is LTV:CAC important – and how can it be dangerous?

LTV:CAC serves one core purpose: ensuring profitability. 

This KPI is critical for a company’s future because it measures whether the value generated from newly acquired customers justifies the cost of acquiring them.

It’s often compared to return on ad spend, or ROAS, (revenue generated by ads / ad costs) but goes a step further. 

While ROAS focuses on immediate returns, LTV:CAC considers the long-term revenue potential of a customer. 

This broader view can encourage marketers to lower ROAS targets and increase budgets, assuming future revenue will balance acquisition costs over time.

For example, imagine a marketer spends $30 to acquire a new customer who generates $30 in immediate revenue (100% ROAS). 

Based on historical data, the finance team predicts that this customer will make three additional purchases of $30 each, totaling $120 in revenue over their lifetime.

  • Total revenue = $30 (initial purchase) + 3 x $30 = $120
  • LTV = $120
  • CAC = $30
  • LTV:CAC = $120 / $30 or 4:1

This 4:1 ratio might suggest strong profitability and justify increased spending.

However, it can be dangerous.

Profitability metrics like LTV:CAC often require deeper financial oversight, yet marketers may lack visibility into key cost components, such as payback periods, retention variability, and operational costs. 

Misunderstanding these factors can lead to overestimations of profitability and misguided budget increases.

Let’s break down some of the common traps that make LTV:CAC a potentially misleading metric.

Dig deeper: 5 KPIs to measure paid media success and 5 to measure business success

7 common pitfalls of using the LTV:CAC ratio

1. Ignoring the impact of customer retention

LTV:CAC is often praised by top marketers as a superior KPI, which might tempt you to adopt it too. 

While it can be valuable in scenarios with high retention and repeat purchase rates (like SaaS), it’s not always reliable.

Before using LTV:CAC, run a retention analysis to answer: “How many times do my customers purchase on average over a set period?”

In ecommerce, customer retention is typically around 30% at best. 

Using the earlier ROAS example, if you spend $30 to generate $120 in revenue (400% ROAS), you might assume retention will increase total revenue by 30%, raising it to $156. This would suggest a higher 520% ROAS.

While appealing, it’s far from transformative enough to justify dramatically increasing your budget. 

2. Overlooking payback period and cash flow

Even if your retention is strong enough to justify using LTV:CAC as your north star metric and your ratio slightly exceeds the standard 3:1, increasing your PPC budget blindly can be risky.

Why? Because LTV:CAC doesn’t account for the payback period – the time required to recover CAC expenses, or how long it takes for revenue to break even with acquisition costs.

If your payback period is 12 months, customers won’t become profitable until the 12-month mark. 

During that time, your balance sheet remains negative, putting strain on cash flow and limiting your ability to reinvest in PPC campaigns or other growth strategies.

To scale faster, you need cash on hand since existing funds are already tied up in customer acquisition. 

Options include raising capital or improving fundamentals (e.g., lowering CAC, raising prices, or encouraging prepayment).

Bottom line: A positive LTV:CAC doesn’t guarantee you can safely scale your budget.

3. Misunderstanding marketing LTV vs. finance LTV

Marketers often calculate LTV using basic metrics like revenue – sometimes even pre-tax figures – resulting in inflated and misleading values. 

Naturally, both LTV and CAC should accurately reflect the balance sheet, but this is where many marketers go wrong.

Finance teams often step in to correct these calculations, which can lead to uncomfortable conversations if marketers lack financial literacy. 

To avoid this, marketers need to understand finance-level metrics and how their stakeholders calculate profitability.

LTV is fundamentally a finance KPI. Some finance teams calculate it using gross profit margin (COGS), while others factor in operating expenses (OPEX), making it closer to an EBIT-based KPI.

Ultimately, it’s not about challenging their process but aligning with it. 

To collaborate effectively, marketers should understand key cost components like:

  • Support.
  • Infrastructure.
  • Materials (for physical products).
  • Sales and marketing expenses.
  • Development costs.
  • Other operational expenses.

By aligning with finance teams and using accurate metrics, LTV:CAC can become a far more reliable KPI.

Dig deeper: 3 PPC KPIs to track and measure success

4. Miscalculating CAC by ignoring non-marketing customer sources

PPC, marketing, and other customer sources are critical when assessing CAC and its impact on LTV:CAC. 

Lowering CAC is an obvious way to improve the LTV:CAC ratio, but it can complicate calculating CAC accurately.

A common issue is calculating CAC by dividing total marketing costs by total new customers, disregarding other customer sources. 

In some businesses, where marketing drives about 95% of customer acquisition, this approach might not significantly affect the LTV:CAC ratio and simplifies the calculation.

However, this often overlooks non-marketing customer sources like word of mouth, viral organic content, or baseline growth.

This inflates the customer count, artificially lowering CAC and boosting LTV:CAC, creating a misleading impression of growth.

In the long run, this can lead to structural issues.

While some argue that word of mouth stems from branding or top-of-funnel campaigns, this is only sometimes true.

Many customer sources, such as referral programs, sales initiatives, or product-driven growth, are independent of traditional marketing or PPC efforts.

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5. Assuming all customers are equal

Assuming all customers are equal can lead to inflated LTV:CAC ratios and dangerous strategies. 

You might attempt to boost LTV and make LTV:CAC look better quickly, but this approach can be misleading.

A common mistake is calculating LTV as total revenue divided by total customers over a period, creating an average that hides differences between customer segments. 

Not all customers contribute equally in terms of revenue and retention.

For instance, if the average LTV is $480, it likely doesn’t reflect the actual distribution of customer value:

  • 60% of customers spend around $280.
  • 30% of customers spend around $600.
  • 10% of customers spend around $1,300.

If you aim for a 3:1 LTV:CAC ratio based on the $480 average LTV, you would set a target CAC of $160. 

However, for 60% of your customers, who only generate $280 in LTV, the sustainable CAC should be $93 ($280/3). 

This highlights a significant gap, as the average target would be too high for most customers.

Additionally, the top 10% of customers with a $1,300 LTV likely aren’t acquired through marketing, which complicates the calculation further.

Bottom line: Targeting a $160 CAC could be harmful. Focus on increasing LTV through targeted PPC efforts.

6. Disregarding changes in LTV fundamentals

The purpose of LTV:CAC is to validate marketing investments, assuming that both CAC and LTV are accurately predictable. 

However, these metrics can fluctuate significantly.

Consider a more advanced formula for LTV:

  • LTV = Monthly recurring revenue x Growth profit margin / Monthly cancellation rate

Each of these components is dynamic and depends on the company’s ability to maintain or improve its fundamentals:

  • MRR: Can you cross-sell or upsell effectively?
  • GPM: Can you enhance overall efficiency?
  • Cancellation rate: Are new competitors entering the market? Is the market shrinking?

For example, HubSpot reportedly tripled its LTV in just 18 months. Now, imagine a smaller company experiencing the opposite trend.

Bottom line: LTV is a forecast, not a certainty. Don’t place too much confidence in LTV or your LTV:CAC ratio.

7. Treating LTV as a strategy

While this might seem slightly off-topic for PPC practitioners, it’s crucial to grasp when collaborating with stakeholders.

Holding the LTV flag high without fully engaging with others can lead to issues.

Imagine you secure additional budget for performance marketing – great news! 

But as spending increases, CAC rises, making the LTV:CAC ratio worse. 

In response, you might raise prices to boost LTV.

Problem solved?

Not quite.

Higher prices may lead to increased monthly cancellations. Even worse, the new customers acquired with that extra budget might be of lower quality, spending less and churning faster.

The customer support team steps in, confident they can resolve these issues by expanding their efforts, which increases costs and strains cash flow.

This scenario highlights how LTV is deeply interconnected with various aspects of the business. 

Mistaking this metric for a stand-alone strategy can lead to missteps. It’s essential to use LTV as a tool, not a strategy in itself, to ensure sustainable growth.

How to ‘fix’ LTV:CAC, plus alternative KPIs

LTV:CAC can be a useful metric, but its complexity and potential for misinterpretation mean it requires careful handling. 

To make the most of this KPI and ensure it accurately reflects your business’s health, consider the following tips.

Low retention? Don’t use LTV:CAC

In ecommerce, if your repeat purchase rate is around 30%, LTV may not be a relevant metric from a marketing perspective. 

Instead, focus on CAC alone and aim to be profitable from the first order. 

This approach, though tougher, is more sustainable and reflective of genuine growth – think ROAS.

Improve retention through upselling, cross-selling, customer support, or product enhancements.

Dig deeper: How to analyze PPC performance metrics

Collaborate with finance

If using LTV makes sense, build a strong relationship with your finance team. 

Understanding their perspective will help you grasp why certain LTV targets are set. 

To achieve this:

  • Learn key financial terms.
  • Schedule regular alignment meetings.
  • Use agreed-upon data sources to avoid conflicts.

Never report on LTV:CAC alone

Because LTV:CAC encompasses multiple variables, it’s not a standalone metric. 

Include core components like cancellation rate and MRR in your reports. 

This clarity will help identify which components have shifted and guide your next steps. 

Remember, LTV and CAC are dynamic, not fixed.

Segment by customer groups

Segmenting your customer base allows you to pinpoint areas for improvement and identify which customers to exclude. Consider:

  • Calculating LTV over different timeframes (30 days, 90 days, 12 months).
  • Segmenting customers by cohorts, behavior, and profitability.
  • Differentiating between PPC, organic, and non-marketing customers.

Use LTV:CAC wisely

LTV:CAC is valuable for comparing PPC channels and marketing programs, but it’s a complex measurement tool. 

To avoid potential pitfalls, make sure to:

  • Conduct a retention analysis before relying on LTV:CAC.
  • Partner with your finance team to align on metrics.
  • Always segment customers, sources, and micro-KPIs.

Dig deeper: The fallacy of CTR as a KPI: Redefining PPC ad success

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Amazon’s 2025 title policy update: Key changes and implementation guide

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Amazon logo on building facade

Amazon recently announced significant changes to its product title policy, set to take effect Jan. 21. This update marks a shift in how sellers approach product listing titles on the Amazon platform. 

Amazon product title requirements

Titles have long been considered the most important piece of structured data on a product detail page for Amazon SEO.

This is especially true as the title appears not only on the search engine results page (SERP) and product detail page but also as the advertising copy for most ad types. 

In the private label Amazon spaces, in particular, title construction has prioritized exact keyword phrase matches in titles, leading to an increase in lengthy and unclear titles as sellers try to squeeze in as many keyword phrases as possible – a practice Amazon now aims to address through these policy changes. 

The policy makes the following changes: 

  • 200-character limit (or less) for titles. 
  • Disallowing special characters. 
  • Keyword repetition restrictions. 

Character length restrictions 

Amazon has progressively tightened character limitations across various listing fields in recent years. 

The new policy establishes a universal 200-character limit for most product categories, with some apparel categories facing even stricter constraints of 125 characters. 

Character length restrictions 

Amazon has always said it wanted concise titles. However, most sellers have found that longer titles can help with indexing and ranking. 

Amazon’s policy limits titles to 80 characters. (We usually recommend 100-200 characters.) 

This new restriction is not entirely unforeseen, as we have seen Amazon more aggressively enforce the existing 200-character title length in several categories in 2024. 

Disallowing special characters

Amazon has never been a fan of emojis in titles or decorative symbols, and they are now getting even stricter by only allowing a handful of special characters. 

“The special characters !, $, ?, _, {, }, ^, ¬, and ¦ are not allowed, unless they are part of the brand name.” 

You can still use pipes “|” and dashes “-” to break up your title, but most other special characters are being restricted with this new policy. 

The exception for this new policy for special characters is if the special character is part of the brand name. 

This will likely mean that the brand used in the Brand Registry and the trademark would include that special character. 

For example, if your brand was trademarked and registered as “TaDa!” Then you could include that in your title as it is part of your brand name. 

Amazon also says that some special characters will only be allowed in specific contexts: 

“Other special characters, such as ~, #, <, >, and *, are allowed only in specific contexts. For example, you may use these symbols as product identifiers (“Style #4301”) or measurements (“<10 lb”).” 

They also make sure to highlight that special characters are not to be used as decoration. 

 “Decorative usage of special characters is not allowed. For example, the title “Paradise Towel Wear Co. Beach Coverup << Size Kids XXS >>” is non-compliant because of the excessive use of symbols around the size.” 

Keyword repetition restrictions 

The most significant change addresses keyword repetition in titles. 

The new policy limits the use of the same word to no more than twice, with exceptions for prepositions, articles, and conjunctions. 

In practice, this means a word can appear twice but not three times. 

This change poses a challenge for sellers with traditionally repeated keywords to incorporate as many keyword phrases as possible into their titles. 

During Amazon’s AMA on Jan. 8, it was clarified that plurals and different forms of the same word will also count as repeated usage.

Amazon AMA - Repeated words
Amazon AMA - Duplicate words

Exceptions for brand names 

The policy makes an important distinction regarding brand names. Words appearing within brand names are treated separately from their use in product descriptions. 

“The brand name is also not allowed more than twice. If part of the brand name appears in the title in different context, then it is not considered a duplicate. For example, in ‘Old Navy and Navy Blue,’ the word ‘Navy’ is not considered a duplicate.”

One issue with this is how Amazon will determine where the line is if a keyword is used in a separate context. 

Amazon has also clarified that they will consider titles that repeat words, such as “loaf pan, muffin pan, baking pan,” to be duplicates. 

It looks like they will be looking for duplicates with a much wider net than anticipated when this was first announced. 

Implementation timeline and process 

Amazon will begin notifying sellers of non-compliant titles after Jan. 21, providing a 14-day window for resolution.

Non-compliant titles can be identified and managed through the Manage All Inventory tab in Seller Central.

If you have a brand with special characters or your primary purpose in your brand name, you will want to check for alerts as soon as the policy goes into effect in Seller Central in the Manage Inventory page. 

If you think you were flagged in error, you should submit a case to Seller Support as quickly as possible. This will allow you time to escalate the issue as needed before your 14-day compliance window is up. 

Changing titles in bulk

If you need to change multiple titles it is always best to do that with a flat file (.csv upload). To do this, you would take the following steps: 

Download category listing reports
  • Use the downloaded file to update titles. You can then use this file to update many listings all at once. You may be able to use find and replace within Excel to speed up title changes. 
  • Upload the files to Amazon. After the file processes, check for errors. It is also a good practice to wait 24 hours and visually check all updated listings to ensure the title changes are reflected in the system. Make sure you understand how flat file updates work and that you have the field that indicates full or partial updates completed correctly. 
  • Schedule time on Jan. 21 to review any recommended changes from Amazon. If you believe you should have an exception or if your listing was flagged in error, you may need to submit a ticket. 

Future implications 

This is a fundamental change in how sellers will approach titles (and, in turn, their ad copy). Amazon changes policies often, so it could be that they relax these requirements. 

However, I think these restrictions could help us enter a new era of more thoughtful and meticulously crafted titles that are ultimately more focused on catering to the customer than search algorithms. 

After all, clear, helpful titles are what turn browsers into buyers. 

Note: Links to Amazon Seller Central pages are generally accessible only to registered sellers who have an active Amazon Seller account.

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Google’s search market share drops below 90% for first time since 2015

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Bing vs Google

Google’s share of the global search engine market fell below 90% for the first time since 2015, according to Statcounter. Google’s global search market share was under 90% during each of the final three months of 2024.

The data. Here’s a screenshot of the 2024 search market share, showing Google dipping below 90% – to 89.34% in October; 89.99% in November; and 89.73% in December:

Search engine market share worldwide January to December 2024

And here’s the last three-month stretch where Google’s search market share was under 90%, in 2015: 89.62% in January; 89.47% in February; 89.52% in March:

Search engine market share worldwide 2015

Why we care. As the old saying goes, one’s a dot, two’s a line, and three’s a trend. Cleary, we’re seeing a trend here with Google losing search market share.

Where’s the drop? Google’s search market share appeared to be fairly consistent in most regions except Asia, which appears to have been a big reason for Google’s overall drop.

U.S. drop? Google’s U.S. search market share peaked at 90.37% in November, but fell to 87.39% in December. In the other months of 2024, Google’s U.S. search market share was fairly consistent, varying between 86-88%.

The big picture. Google has been under attack for nearly two years over the growing unhelpfulness of its search results despite dominating thanks to its illegal monopoly status with a commanding and consistent 90-92+% share for nearly a decade.

  • Are we now finally starting to see the beginning people moving away to other search engines? This will be an area of interest to watch in the coming months.

Where did searchers go? Did they go to AI answer engines, like ChatGPT Search and Perplexity? Well, not the way Statcounter measures things. Statcounter mainly tracks Microsoft Bing, Yandex, Yahoo and Baidu, but also has another grouping called “other,” which includes the likes of DuckDuckGo and Ecosia.

Bing, Yandex, and Yahoo each gained some of Google’s lost share. Second-place Microsoft Bing hovered at or just under 4% for the final five months of 2024.

Dig deeper. ChatGPT’s search surge: 1% market share predicted by 2025

Bug or blip? You may recall much rejoicing in search marketing and SEO adjacent space when it appeared Google lost a significant amount of search market share in April. However, Google’s huge search market share loss wasn’t real and Statcounter revised its data.

In this case, the drop seems believable because Google was consistently under 90% in October, November, and December.

The data. Statcounter’s Search Engine Market Share Worldwide.

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Reddit introduces business analytics tools and AMA ads

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4 Reddit ad formats you need to know

Reddit today announced two significant product launches: a trends analysis tool for businesses and a new advertising format for its popular Ask Me Anything (AMA) sessions.

Reddit’s new business-focused offerings come as the platform hits major growth milestones, including its first time exceeding 100 million daily active users and reaching profitability.

The details. The new Reddit Pro Trends tool, available within Reddit Pro’s free suite, allows businesses to:

  • Track real-time conversations about their brands, products, and industry trends.
  • Visualize conversation volume across Reddit communities.
  • Monitor discussions across approximately 100,000 “smart” keywords.
  • Access a feed of relevant conversations.
  • Soon view related keyword suggestions.

Why we care. These new capabilities allow for monitoring real-time conversations about your products and directly promoting Q&A sessions, essentially helping you access communities that are actively discussing your market segment. The new AMA ad format, especially, provides a structured way for you to participate in these conversations rather than just observe them.

Between the lines. Early adopters like Wayfair and the NBA tested Reddit Pro Trends, with participating businesses seeing a 12% increase in post creation. Smaller companies like Nudge Security and Van Votz, also tested the analytics tool, using it to find niche audiences.

What’s next. The new AMA Ads format lets businesses promote Q&A sessions directly through Reddit’s ad dashboard, complete with RSVP tracking capabilities.

Bottom line. These launches reflect Reddit’s strategic push to monetize its massive user base while providing value to businesses looking to tap into authentic community discussions.

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2025 predictions for top B2B paid media channels

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2025 predictions for top B2B paid media channels

You can say much about 2024, but you can’t call it boring. 

From AI Overviews rolling out (now with ads!) to a feed-choking election to cookies (somehow) sticking around in Chrome to the rise of LLM search, PPC advertisers have had to deal with turbulence in the past year.

What can B2B advertisers expect in 2025? 

I’ll share my predictions for key platforms like Google, LinkedIn, and Reddit, as well as trends in measurement and martech.

While these are just my best guesses, many are based on trends we already see in our client accounts.

2025 Google predictions

Google will lose some of the search market

We’re already seeing searches soar on LLMs like ChatGPT and Perplexity. 

Even if Gemini improves its UX and results, it won’t keep Google from losing volume and changing user behavior. 

Google won’t have to divest itself of Chrome (yet)

This is kind of a layup. No matter what the DOJ pushes for in its antitrust victory from November, it will not happen in 2025. 

Even if the judge agrees that Google needs to sell Chrome, appeals and plenty of red tape will likely keep this from becoming a reality within the next 12 months.

Google will launch at least one promising beta for B2B ads

It has been a long dry run for B2B marketers looking for fun betas and features from Google. 

Today, all updates seem to point to one thing: feeding the algorithm. 

B2B marketers have had fewer opportunities to experiment in search since I entered the field over a decade ago.

That said, I foresee Google throwing us a bit of a bone this year – maybe to counteract the negative momentum it’s carrying into 2025. 

They could shock us by reinstituting some match-type controls, but I doubt it. 

They’ll likely give us some tools that make responsive search ads (RSAs) easier to work with and more transparent about which combinations actually work for advertisers.

Advertisers will more broadly adopt enhanced conversions.

This is cheating a bit since it’s a prediction for Google advertisers and not Google itself, but I think enhanced conversion usage will be much broader in 12 months than it is today. 

In B2B advertising, the key will be finding the right balance between: 

  • Setting AI guardrails through segmentation.
  • Ensuring segments are large enough to maintain data density, as the system struggles when data is limited.

Enhanced conversions are a good tool for helping advertisers port more data into the back end.

This will be essential for training Google to find the right users and keep budget focused on impact.

2025 LinkedIn predictions

Ad types will keep diversifying

Videos, thought leader ads (TLAs), conversation ads, and new ways to promote individual POVs.

We’re seeing promising results from testing all of those in 2024, and I expect LinkedIn to provide more variety in 2025. 

The UX and advertising algorithms will improve

LinkedIn’s UX and bidding and targeting algorithms have both lagged, even as clients shift more budget toward the platform. 

Those areas will receive more attention in 2025, and the algorithm may even improve at detecting and suppressing AI-generated content, including tedious automated comments.

You may also see LinkedIn make it easier for advertisers to collect lead information on the platform.

For instance, adding lead forms to TLAs would be a nice marriage of conversion friendliness and a popular new ad type.

The best ads won’t look like ads

One of the things we’re working on with our clients is getting creative with messaging and tying it to pain points or industry or job lingo. 

In short, we’re doubling down on empathetic messaging and authenticity, which is not unique to LinkedIn. 

With the feed getting junkier and more AI-formulaic by the day, the more organic you can make an ad look, the more people will pay attention.

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2025 Reddit predictions

Improved testing will roll out as competition grows

For its market share, Reddit made arguably the most significant moves in B2B advertising in 2024. 

With new ad types, audience features, advanced reporting, and enhanced targeting capabilities, Reddit enters 2025 with a growing user base and a spot on the shortlist of must-test platforms for B2B and SaaS advertisers. 

They’ll meet the moment with more testing features, specifically A/B testing functionality that starts mimicking rival platforms.

Tracking and attribution will struggle

Because Reddit is populated by a younger, tech-savvy audience, part of its brand is tied to user privacy (hence usernames, not real names). 

This is great for users with edgy and authentic POVs to share, but it will make life harder for advertisers trying to track the real business impact of their Reddit campaigns. 

(Related prediction: their fairly rudimentary CAPI function will improve quite a bit in 2025.)

Dig deeper: Diversifying your B2B paid media portfolio: When does it make sense?

2025 martech and measurement predictions

Chrome’s third-party cookies will survive 2025 – kind of

Yes, Chrome’s cookies will be severely weakened by the (still-impending) opt-out feature that Google plans to implement. 

But my prediction is that the cookies will be (somehow) clinging to life at the end of 2025 because I don’t see Google and the IAB agreeing on an alternate solution.

CDPs will gain serious momentum

More marketers will move to adopt server-side tracking in 2025 (disclaimer: we’re pushing our clients hard in that direction) as a holistic, privacy-safe transition away from third-party cookies. 

We’re seeing most of our clients getting an artificial increase in “direct” traffic as data is stripped away. 

This will hit a critical point, leading brands to get proactive about server-side solutions.

First-party data enrichment tools will gain prominence

Less third-party data to work with means more emphasis on first-party data and the tools that empower it. 

Look for names like Stape and Pendar, which are beefing up first-party data collected on the server side, to start appearing more frequently in brand conversations.

Dig deeper: 5 PPC measurement initiatives to set yourself up for 2025 success

Anticipating transformations in B2B paid media and martech

There’s room for 2025 to be a more transformative year than 2024 for B2B campaigns – if only because there will be more room for challengers to Google’s market dominance. 

I expect marketers to become more proactive about tracking and measurement solutions because their hands are being forced. 

This should also lead to new scrutiny about which campaigns are actually driving business impact. (Or maybe that’s just something on my wishlist every year.)

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Google Search Console performance report 24-hour view now can be exported

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You can now export hourly data for the past 24-hours from Google Search Console’s performance report. A month ago, Google added the new 24-hour view to the performance reports, but there was no easy way to export that data to other platforms, now there is.

Exporting. Google announced on social that you can now export the data, I tested it, and yes, it exports the past 24-hours of data, hour by hour.

Google wrote, “Last month we announced the 24 hour view in the Search Console Performance reports, and we got lots of positive feedback and feature requests. Today, we’re making the export button available for that view (one of the most requested features): the ability to export data on an hourly basis for the last 24 hours. Enjoy the new data!”

Google then shared this screenshot showing you can export this data to Google Sheets, Microsoft Excel or CSV format:

Why we care. Being able to use the data outside of the web interface in Google Search Console can be super helpful when trying to debug and discover new insights. While you can only export this data for the past 24 hours, it can still be useful to see this data come in, in almost real time, from Google Search Console. That being said, the more recent data is not always the final data that Google shows, so reviewing the data again may be important, depending on what reports you are trying to generate.

Keep an eye on this data, validate it against the other exports, and see how you can use it to improve your site and content over time.

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How to find the best link building service for you by Stellar SEO

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How to find the right link building service for you
How to find the right link building service for you

There’s no shortage of companies competing for your link building budget, especially since a 2024 Google leak reaffirmed the critical importance of links.

But there are also an overwhelming number of generic articles listing the “best” link building agencies or offering endless lists of questions to ask a potential agency. 

With so many options and questionable players in the SEO industry, it’s no surprise that many people have had one – or even several – bad experiences.

Ready to find out how to avoid your next SEO mishap and find the best link building agency – based on your needs?

We will. But first, a little about me.

I’m Travis Bliffen, the CEO of Stellar SEO, a 2024 Inc. 5000 fastest-growing link building agency. We’ve been around since 2012 and have built tens of thousands of links across many challenging industries. 

Based on my first-hand experience – and numerous conversations with customers who sought us out after choosing the wrong link building partner – here’s what I’ve learned.

What makes a link building service good?

What makes a link building service “good”?

If you decide to outsource link building, you need to check with a potential partner agency about whether:

  • The links they build effectively boost rankings without creating more risk than you are comfortable with.
  • Their approach, beliefs, and strategies align with your internal expectations.

While the link building process can become complex, link building is elementary. 

Focus on strategies to encourage high-quality websites to link to you more frequently than to your competitors. Your link building agency’s creativity directly impacts the quantity and quality of links you can secure.

The importance of aligning expectations with reality

If you’re ready to entrust link building to an outside agency, ensure your expectations are rooted in reality.

It’s easy to get swept up by promises of quick fixes or dramatic ranking boosts. However, SEO is rarely that simple. 

A solid link building agency will have to:

  • Analyze your website and your business goals.
  • Perform competitor analysis.
  • Create a link building plan.
  • Work with writers who will create your content.
  • Work with an outreach team to find guest posting or link placement opportunities.
  • Ensure quality control and review.

Given the amount of work put into every link, a quality link building company can be costly. This is why you should focus on the desired business outcome, not just vanity metrics. 

  • What is the desired outcome from the link placements? Is your primary goal to generate referral traffic through link building? If so, that requires a different approach than links to boost organic traffic to key pages.
  • What internal criteria does your team have? Some companies have a list of must-haves in any potential link placement. If your team has preferences, sharing these upfront will help the agency match you with the appropriate campaign type.
  • How do you weigh risk vs. cost? A successful link building campaign should deliver a return on investment (ROI), though the timeline can vary. For instance, paid link campaigns often have a lower cost per link and deliver ROI more quickly compared to content marketing-based link earning. Both approaches can be effective, but it’s important to choose the one that fits your budget and comfort level.

Decide your goals and discuss them openly with your potential link building partner early. Otherwise, you will waste your time and money.

What to look for in a link building agency.

What to look for in a link building agency: More than just a pitch

Every agency will tell you it’s the best in the business. Your job is to determine which can back up their claims with substance.

To do that, you’ll need to know what questions to ask — and how to interpret the answers.

1. What’s your approach to link building?

A good link building company will be highly specific about its services and process. Its representatives must articulate their strategies clearly and explain how they plan to implement them to help your website.

This can include content-driven digital PR, outreach campaigns, and link magnets.

Vague or overly technical answers are a red flag. 

2. How do you measure success?

Look for companies that mention concrete indicators of ROI, such as:

  • Organic traffic improvement.
  • Keyword rankings growth.
  • Conversions.

We get regular inquiries from companies looking to boost their DA (Domain Authority) or DR (Domain Rating). We first tell them that that’s a terrible reason to hire a link building agency. 

Due to acquiring excellent links, DA, DR, and other metrics will improve over time. However, having a clear strategy to generate traffic and leads during the process will increase your campaign ROI exponentially.

3. How do you control link quality?

A trustworthy link building company will have set standards for the links it provides. Not all links must come from high-DR websites, but the company must provide relevant links in your niche.

With backlinks, quality trumps quantity. 

Talk to the link building service about their screening process and any guaranteed checks or minimum metrics their links will meet. More importantly, ask them how to determine those standards and how your niche could impact the thresholds.

4. What will the reporting process look like?

If you’re outsourcing link building services, you must know what reports you can expect. Ask about the frequency of the reports, the kind of data you’ll see, and the company’s policy if the links don’t meet the agreed-upon metrics.

There is no right or wrong answer to this; you just need to determine if they will report what is important to you. If it isn’t part of their default reporting, ask if they can add it to your reports.

Spotting Link Building Red Flags

Spotting the red flags

Unfortunately, you’ll find that many shady actors call themselves a link building company, only to offer you personal blogging networks, link farms, and other harmful SEO practices. Here are some common warning signs:

  • Too-good-to-be-true promises: It’s impossible to guarantee search engine rankings – there are too many factors affecting your position on Google. Any agency that promises guaranteed rankings or instant success is a sham.
  • Low prices with big promises: High-quality link building requires the work of an entire team, plus often fees that many quality websites demand. If the link building company fee is suspiciously low, you’re probably paying for harmful, risky/spammy practices.
  • Evasive answers: An agency that can’t clearly explain its link building techniques or dodges your questions is probably best kept far from your business.

Building a partnership that works

Digital marketing is more than just a one-and-done process. 

You will likely need to cooperate with the link building company for years – links die, and your website will stop giving you the necessary “juice.” In fact, 74.5% of links were lost in the previous nine years, according to Ahrefs.

That’s why you need to find someone who has been in the link building business for a long time and can maintain long-term partnerships. Focus on:

  • Communication: Responsiveness is one sign of how much the company will prioritize your account. If it’s slow to respond or unwilling to provide clear updates, it might be a sign to look elsewhere.
  • Tangible results: Ensure you see measurable outcomes, such as improved rankings, traffic, and conversions. Here is an example.
Building a link building partnership that works

A real estate investor contacted Stellar SEO after getting hit by a Google helpful content update. We recovered his site traffic and 5Xed monthly visitors, significantly boosting motivated seller leads.

  • Transparency: Demand transparency in reporting, quality control, fee structure, and any other aspect of work.

Trust, but verify to find the best link building service

Look for a link building agency that:

  • Understands your niche.
  • Has the right strategy.
  • Measures its success using relevant metrics. 

Finding the right link building services isn’t about the cheapest option or the instant success. It’s about finding a team that has carried its clients through years of Google updates – and one you can see yourself working with for the next few years. 

Stellar SEO has an average client retention time of more than five years for direct clients. We also partner with several great digital marketing agencies that love our flexible white-label link building services.

While high-quality backlinks are only part of the equation for SEO success, they carry significant weight, making them a sound investment in 2025.

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Google updates financial products policy for crypto ads

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Google will update its cryptocurrency and related products policy this month, refining the rules for advertising crypto-related services in the United Kingdom.

As the crypto industry grows, clearer advertising rules aim to protect consumers and ensure compliance with local regulations, fostering a more transparent environment.

What’s changing:

  • Beginning Jan. 15, advertisers offering cryptocurrency exchanges targeting the UK must meet specific requirements and obtain certification from Google.
  • Ads for cryptocurrency exchanges and wallets will only be permitted if the advertiser is registered with the UK’s Financial Conduct Authority (FCA).
  • Hardware wallet ads are allowed, but they must strictly provide storage services without engaging in trading, selling, or exchanging assets.

Certification requirements:

  • Advertisers must comply with all local legal requirements and secure Google’s certification to promote their products.
  • Non-compliance with these rules may lead to ad disapproval or account suspension.

Why we care. Crypto businesses targeting the UK can now reach audiences through Google Ads, provided they adhere to FCA regulations and Google’s certification process.

This update opens opportunities for regulated crypto firms while ensuring consumer protection through vetted advertisers.

What’s next:

  • Google’s policy update will apply globally to all advertisers offering financial products targeting the UK.
  • Advertisers are encouraged to review and pursue certification before Jan. 15 to avoid disruptions.

Bottom line. Google’s updated policy reflects its commitment to aligning with financial regulations, creating a safer ecosystem for crypto advertising while supporting compliant businesses.

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