Google will shut down three long-running Google Groups forums for advertising developers early next year as it moves all technical support into official channels.
Driving the news. Google will stop responding to new posts on Jan. 28. The forums will stay online as read-only archives until later in 2026, when Google plans to disable posting entirely.
After Jan. 28:
Support agents will no longer reply in Google Groups.
Replies to existing threads will create a new email ticket with Google support.
Existing content will remain available for reference, including past discussions and fixes.
The shift. Google said it’s consolidating support to “streamline technical support channels” and move developers toward official tools with better tracking and response workflows.
Where developers should go now. Google’s updated documentation now points to these official channels:
Why we care. These forums have long served as open Q&A hubs for developers, helping teams troubleshoot issues across the Google Ads API, Ads Scripts, and the Campaign Manager 360 API. With the forums going away, all troubleshooting will shift to official support, forcing developers to adjust workflows, share more detailed logs, and rely less on community-driven fixes. The way advertisers solve problems is changing, and preparation will help prevent downtime and lost performance.
What Google wants from developers. To speed up resolutions, Google urges developers to include complete diagnostic details when filing tickets, such as:
Google Ads API: request ID, full request + response logs
Bottom line. Google is shuttering its public troubleshooting forums in favor of standardized, direct support – a move that may streamline issue handling but could shrink the pool of community-shared knowledge over time.
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Since its launch in June we have been rolling out our integration with Site Kit by Google. Every Yoast SEO Premium customer now has access to it. The update brings key Google Analytics and Search Console insights directly into your Yoast Dashboard, giving you a clear view of your site’s performance without switching between tools or tabs.
Previously, only users of Yoast SEO (free) and Yoast SEO Premium who already had the Site Kit plugin installed could use the integration. Access is now available to all Yoast SEO Premium customers even if Site Kit is not installed, and it will become available to remaining Yoast SEO (free) users soon.
What you can do with the new integration
Connect once to see an immediate overview of your most important metrics. View organic traffic, impressions, clicks, and bounce rates in one place. Spot opportunities faster and understand where to focus your SEO work.
Benefits
See how your site is performing without switching between tools
Quickly spot what needs attention with a clear site wide overview
Dig into categories or individual pages to understand patterns and save time
Group content by type to focus on the areas that matter most
Find new opportunities to grow traffic by combining Yoast insights with Google data
Update Yoast to the latest version (26.5), open your Yoast Dashboard, follow the steps in the Site Kit widget, and your insights will appear right away.
If you want step by step guidance on how to connect Site Kit by Google insights to Yoast SEO, please visit this help article on how to set up.
For Yoast SEO (free) users
We will continue rolling out access to the integration with Site Kit by Google for free users. Keep an eye on your Yoast Dashboard as it becomes available over time.
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AI search is reshaping how ecommerce brands get discovered.
One week, your products show up in ChatGPT. The next week, they’re replaced by competitors.
For many brands, this uncertainty can feel overwhelming.
Organic visibility now depends less on rankings and keywords, and more on how LLMs gather information, which platforms they rely on, and what signals help them highlight your brand.
In this guide, I’ll explain this crucial shift in detail.
I’ll unpack:
What actually shapes visibility inside AI answers
The business impact of compressed buyer journeys and broken attribution
How you can build lasting relevance in this new search ecosystem
The 3 Types of AI Visibility for Ecommerce Brands
If you’re familiar with SEO, getting AI visibility is similar. It starts with how search systems decide what to display.
But for years, ecommerce SEO was a linear equation: rank = visibility = traffic (and then conversions).
AI search is changing that.
LLMs summarize, compare, and recommend products, all in one place.
In short: Shoppers can discover your products, check alternatives, and make buying decisions within AI chats.
In this new setup, brands compete across three different discovery models.
Type 1: Brand Mentions
Mentions drive product discovery and build top-of-funnel LLM visibility for your brand.
This is where your brand gets featured in AI-generated answers, often without a link to your site.
Mentions often come from reputation signals like:
Reddit posts
Media coverage
User reviews
Social discussions
Put simply, you become part of the conversation.
For new or emerging brands, this is often the first touchpoint to reach shoppers through AI.
Type 2: Citations
Citations are linked references within AI-generated results, like a footnote in an essay.
With citations, LLMs attribute specific information, claims, or data points to your pages.
Your brand becomes a source of truth in AI responses and gains credibility.
How?
When an AI tool cites your brand, it signals to shoppers that you’re an authoritative voice.
Plus, citations can support your positioning. The AI tools can pull your framing and product narrative into their response. Not someone else’s.
Type 3: Product Recommendations
AI platforms actively recommend products for a shopper’s specific needs and concerns.
This is the most impactful layer for ecommerce brands.
Your products can show up with pricing, ratings, and other details.
This type of visibility effectively merges discovery and purchase in one place.
This happens when the LLM reviews the query, compares options, and picks your product as the best fit.
Showing up in the list of recommended products makes your brand a part of the decision interface.
Shoppers can compare specs, prices, and reviews — or even purchase — right in the AI chatbot or search tool itself.
How AI Models Choose Which Ecommerce Brands to Surface
AI visibility as a discipline is still evolving rapidly. But there are clear patterns to which ecommerce brands get seen and which get sidelined.
Two driving forces at play are: consensus and consistency.
Consensus
With traditional search, ecommerce brands could build domain authority through activities like link building and digital PR. Strong pages from an authority perspective tended to perform well in search results.
In AI search, LLMs don’t evaluate your website and product pages in isolation. Authority is built from a consensus across sources.
LLMs ask: “What do credible sources agree on about this product?”
To decide which brands and products deserve visibility, LLMs cross-reference multiple sources, like:
Reddit threads
YouTube videos
Industry reports
Customer reviews
Trusted publishers
Community discussions
So, a glowing review on your PDP might mean little if customers on Amazon consistently leave 1-star ratings.
And a publisher’s feature loses impact if Reddit users repeatedly recommend your competitors instead.
In other words: No single source determines your likelihood of being mentioned or cited. It’s the pattern of consensus across multiple platforms that does this.
For example:
Keychron frequently shows up when you use AI search tools to find mechanical keyboards.
This happens because the brand has earned trust through various sources:
Review sites like PCMag and Tom’s Guide rank Keychron in their top recommendations
Keychron’s Amazon pages are detailed with positive reviews and an average rating of 4.4 stars
Multiple Reddit threads in subreddits like r/MechanicalKeyboards and r/macbook recommend the brand
Several YouTube videos feature Keychron in their roundup of mechanical keyboards
Each trust signal on its own is valuable.
But when taken together, LLMs see a pattern of independent sources validating the same brand/product for a specific use case.
Consistency
LLMs don’t crawl and rank pages the way traditional search engines do.
Instead, when answering a product-related query, an AI model might pull:
Your product name from your Shopify store
Pricing from Google Merchant Center
Key specs from Amazon
Opinions from users on Reddit
If your product title is “stainless steel” on Amazon but “brushed metal” on Walmart, the LLM can’t decide which is correct. This inconsistency could make the AI tool less likely to include any information about your product. Or it could include the wrong information.
This is why data hygiene is crucial for building AI visibility.
You need to maintain a clean, synchronized identity for every product across every channel.
Your product attributes should follow the same pattern across your site, marketplaces, and feeds:
Model numbers
Dimensions
Materials
Weights
Prices
LLMs use these data points to match your products to queries and validate claims across sources.
Your Amazon listing, your Shopify store, your Google Merchant feed — all sources need to tell the same story with the same data.
So, the same SKU name, image, and product description should appear everywhere your product appears.
Finally, outdated data signals decay, and models may deprioritize products with outdated info.
When you change a price or update a key spec, that change should be visible everywhere. Stock availability, pricing, and features should always be up to date.
Types of Content That Dominate Ecommerce AI Search
We’re seeing clear patterns in what gets cited, mentioned, or ignored in AI search for ecommerce.
Understanding these patterns can be the difference between hoping you show up and knowing how to position your brand so that you do show up.
Here’s what’s currently doing well in AI search for ecommerce:
Top Cited Sources
I wanted to see which brands are cited most frequently in LLM responses for ecommerce queries — so I tested it.
I picked nine popular ecommerce niches and searched category-specific queries across ChatGPT, Claude, Perplexity, and AI Mode.
Based on the responses, I made a list of five popular brands showing up frequently for each vertical.
Then, I jumped to the “Competitor Research” tab in Semrush’s AI Visibility Toolkit to run a gap analysis for these five brands in each category.
The “Sources” tab showed which domains LLMs cite most frequently, like this for the “outdoor travel & gear” niche:
This data reveals where LLMs pull product information, and which platforms matter most in your vertical.
Here’s what this data tells you:
Reddit: Reddit is a top-cited source for nearly every industry. If people aren’t discussing your brand in relevant subreddits, invest in Reddit marketing.
YouTube: It’s another universal citation source. Video content from creators and users feeds into AI answers. That means having a YouTube presence can be a huge visibility lever for most ecommerce verticals.
Category-specific platforms: Generic sources like Amazon appear everywhere. But niche platforms (like Petco, Barbend, Sephora) carry weight in their verticals.
Wikipedia: It’s a top source for categories like outdoor gear, healthy drinks, and gadgets. This is where product context and category education matter a lot alongside the likes of specs and pricing.
Going beyond these top-cited platforms, here are the kinds of content LLMs link to most frequently for ecommerce queries:
Publisher Listicles
These are product roundups, buying guides, and comparison posts from established media outlets.
For example, I asked ChatGPT for the best Bluetooth speaker recommendations.
It cites publishers like TechRadar, Rtings.com, and Stereo Guide for this response.
Getting featured in these listicles means you’re part of the source material LLMs use to compile information.
AI models use publisher listicles as sources because they:
Compare multiple products in one place
Refresh their recommendations periodically, providing recency signals
Include specific, comparable details like price ranges, key specs, and pros/cons lists
Fulfill high editorial standards and so may appear more trustworthy than user-generated content
Retailer Product Pages
Retailers like Amazon, Walmart, and Target are among the most frequently cited sources for product queries.
When I asked Perplexity about the NutriBullet Turbo, it cited the product pages from the likes of Walmart and Macy’s.
These PDPs provide structured data points like ratings, pricing, and key specs.
AI models often rely on these product pages because they:
Include structured, machine-readable product data like specs, dimensions, materials, and pricing
Aggregate hundreds or thousands of customer reviews as social proof
Show real-time availability and pricing
Lab Tests and Expert Reviews
In-depth product testing content from experts is another important source for citations.
These websites test products systematically and publish detailed findings.
LLMs can then use this empirical data as the basis for their responses.
For example, I asked Claude to find the best mattress for side sleepers.
The tool references sites like NapLab, Consumer Reports, and Sleep Foundation for data-backed recommendations.
AI models consider lab test or expert review content for citations because they:
Compare products against consistent criteria and benchmarks
Show credibility with independent, systematic evaluation processes
Include measurable data to explain their top-ranked recommendations
Periodically update their recommendations to offer fresh, authoritative data
Reddit Threads and Community Discussions
Conversations on Reddit, Facebook groups, and YouTube comments frequently appear in AI responses.
This is especially true for subjective queries like “Is X worth it?” or “What do people actually think about Y?”
I tested this myself by asking Perplexity whether the Instant Pot Duo is worth buying.
It pulled insights from multiple Reddit threads, a Facebook group, and a YouTube video to respond based on real user input.
Brands that get mentioned positively across multiple Reddit threads build “cultural proof.”
And those organic discussions about your brand feed directly into AI training data and real-time search results.
AI models pull from these communities because they:
Present an aggregated sentiment from community discussions
Contain contrasting opinions and insights to objectively review products
Show different use cases and pain points that a product can tackle
Highlight a product’s pros and cons based on firsthand experience
Comparison Posts
Content that compares two or more products can also help LLMs find the right brands to mention in their response.
When I ask AI Mode for alternatives to the supplement brand Athletic Greens, it mentions five options.
The sources include several comparison articles (alongside some roundups).
Being included in this type of content (even if you’re not the winner) can help build your visibility.
This could be Brand A vs. Brand B blog posts, YouTube videos, review sites, and social media discussions.
AI models refer to these resources because they:
Answer buyers’ questions by comparing two or more products
Focus on decision-making criteria and help people make informed decisions
Let’s now consider the business impact of this AI search setup for your ecommerce brand.
The Compressed Buyer Journey
The traditional ecommerce funnel was built on multiple touchpoints.
A shopper might:
Google a product category
Read reviews on multiple different sites
Check Reddit and YouTube
Visit brand websites to compare prices
Return days later to buy
Each step was an opportunity for your brand to show up, make an impression, and win their trust.
For a lot of purchase decisions, AI search collapses this entire journey into a single interaction.
The same shoppers can now go to AI tools and ask, “What’s the best air fryer for a small kitchen?”
They get a single response with buying criteria, product recommendations, pricing, ratings, and more.
Now, clearly this isn’t going to happen for every purchase decision. These tools are still new for one thing, and it takes a lot to majorly shift buyer behavior. (And of course, SEO is not dead.)
But discovery, evaluation, and consideration CAN all happen in one response now. The AI agent performs the research labor.
That means you have fewer chances to influence buyers.
In the past, if a shopper didn’t discover you in organic search, they might find you through a review site, a Reddit thread, or a retargeting ad.
In other words: You could lose the first touchpoint and still win the sale three touchpoints later.
With AI search, you might only get one shot: the initial response.
For many ecommerce queries, AI tools give you a curated list of options. If you’re not in that initial answer, you don’t exist in the decision process.
Take action: Build an AI search strategy using our Seen & Trusted Brand Framework to increase the probability of your brand getting featured in AI responses.
The Visibility Paradox
Your brand might frequently show up in AI search. But your analytics show flat traffic and zero conversions traced back to AI tools.
Here’s why:
Not all AI visibility is created equal.
Your brand can appear in 10 different AI responses and drive 10 completely different business outcomes.
It all depends on how you’re presented.
Here’s what the visibility spectrum actually looks like for ecommerce brands:
Visibility Type
Example
Business Outcome
Mentioned without context
“Popular air fryer brands include Ninja, Cosori, Instant Pot, and Philips.”
Value: Brand awareness Purchase Likelihood: Low
Mentioned with attributes
“Cosori is known for its large capacity and intuitive controls.”
“The Cosori 5.8-quart model includes 11 presets, uses 85% less oil than deep frying, fits a 3-pound chicken, and costs around $120.”
Value: Active consideration and purchase Purchase Likelihood: High
That means getting mentioned is table stakes, not the end goal.
Building brand awareness without differentiation just makes you a part of the crowd.
To drive real sales, you need to earn citations and product recommendations.
The brands winning in AI search are:
Cited as trustworthy sources
Recommended for specific use cases
Attribution Gets Murky
When shoppers find products through AI but buy elsewhere, analytics tools can’t track the whole journey.
This creates two problems:
You can’t prove the ROI of AI search: Even if AI mentions are driving consideration, you’ll get zero or limited data on that. You won’t see the prompt the user asked or the response from the tool.
You can’t optimize what you can’t measure: When you don’t know how people are discovering you in AI answers, you can’t A/B test your way to better visibility. The feedback loop is broken.
Tools like Semrush’s AI SEO Toolkit are closing this gap by showing how your brand and competitors appear in AI search.
I used the tool to check the AI visibility and search performance for Vuori, an athleisure brand.
The brand has a score of 76 against the industry average of 82, and is frequently mentioned AND cited in AI responses.
The toolkit also identifies specific prompts where your brand is mentioned or missing.
This makes it easy to spot exactly which type of queries are driving visibility and which represent missed opportunities.
For example, here’s a list of prompts where LLMs don’t feature Vuori, but do mention its competitors.
Go to the “Cited Sources” tab to find out the websites that LLMs most commonly refer to for your industry-related queries.
For Vuori, it’s sites like Reddit, Men’s Health, Forbes, and more.
The “Source Opportunities” tab will give you a list of key sites that mention your competitors, but not you. These are sites you should aim to get your brand included on.
Besides tracking your own AI visibility, the AI SEO Toolkit also lets you monitor your competitors’ performance on AI platforms.
The “Competitor Research” report compares you to your biggest competitors in terms of overall AI visibility.
It also highlights topics and prompts where other brands are featured, but you aren’t.
Example of a Brand That’s Winning in AI Search: Caraway
If you want to see what winning in AI search actually looks like, look at the cookware brand, Caraway.
When you ask AI about the “best bakeware set” or the “best ceramic pans,” Caraway almost always makes the shortlist.
Data from Semrush’s AI SEO Toolkit shows that Caraway also outweighs its biggest competitors in AI visibility.
Let’s break down how Caraway built this advantage.
Showing Up Where LLMs Look
Caraway is frequently featured on publishers like Taste of Home, Good Housekeeping, and Food and Wine.
These are the actual sources LLMs cite when constructing answers about cookware-related queries.
For example, here’s a paragraph from the Food and Wine article ChatGPT cited as a source, which mentions the attributes ChatGPT used in its recommendation:
Caraway also earns mentions through organic discussions on Reddit, Quora, and kitchen forums.
Retailer Evidence That AI Can Cite
Caraway’s clean Amazon Brand Store and on-site product pages also make it easily citable.
These product listings and pages give LLMs concrete signals like:
Multiple in-stock SKUs with visible sales velocity (“500+ bought in the past month”)
Product rating and volume
Rich media files
These retailer PDPs become credible sources for verifying pricing, availability, or product specs.
Strong Affiliate Presence
Caraway also runs an affiliate program, and the brand makes it frictionless for publishers to feature its products through:
Affiliate networks: Links are available through major networks like Skimlinks and Sovrn/Commerce
Amazon compatibility: Editors can also use Amazon Associates links for Caraway’s stocked SKUs
Reviewer support: The brand provides an affiliate kit, including link types, banner ads, text links, and email copy
This all makes it easy for Caraway to work with influencers and other publishers to promote its products. And these publishers can then appear as citations when AI tools make their recommendations.
For example, all the highlighted sources in the ChatGPT conversation below contain Caraway affiliate links:
Part of the Category Narrative
Many style media and mainstream outlets reference Caraway in their content.
Here’s a recent example from an Architectural Digest interview featuring the cookware set as an essential kitchen item.
This creates more authority for the brand in the cookware and kitchen category.
Make AI Work for Your Ecommerce Brand
You now know how the game works and who’s winning. It’s your turn to play it.
But there’s a lot to do.
Making your site readable by LLMs, opmtimizing your structured data, and setting up automated product feeds are just stratching the surface.
Our comprehensive Ecommerce AIO Guide gives you alll of the actionable tactics to consistently show up in AI results.
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SEO never stands still, and neither do we here at Yoast. In our November 2025 edition of the SEO Update by Yoast, our principal SEOs, Carolyn Shelby and Alex Moss, broke down the latest shifts in search, structured data, and AI. Whether you’re running an e-commerce store, managing a content-heavy site, or just keeping up with Google’s ever-changing rules, this edition highlights what actually matters.
Google updates
Google is refining its search results, phasing out certain structured data features, including FAQ snippets and COVID-19 updates. But that doesn’t mean you should strip structured data from your site. It still plays a role behind the scenes, especially for AI retrieval, and could make a comeback later.
For online stores, the message is clearer than ever: product schema is non-negotiable. Search Engine Journal’s Matt Southern explains that Google’s new AI shopping tools, such as agent-based checkout and side-by-side comparisons, require that your product data be complete, consistent, and easily visible. That means no hiding key details behind tabs or toggles. If it’s not easily crawlable, Google’s AI won’t use it.
Search Console updates
Search Console got a few useful upgrades this month. Query Groups now clusters search terms by topic instead of individual keywords, making it easier to spot content gaps and adjust your strategy. Brand Query Filters help distinguish between branded and non-branded searches, which is handy for tracking misspellings or seasonal trends.
Custom Annotations, previously only available in GA4, now allow you to log site changes directly in Search Console. This is great for connecting updates to performance shifts. E-commerce sites also get a small win with shipping and return details, which can now be added without a Merchant Center account. It’s still rolling out, so test it carefully to avoid missteps.
Google and AI
AI continues to reshape search, and Google’s AI Overviews play a significant role in this transformation. Search Engine Roundtable’s Barry Schwartz’s story on Robby Stein from Google emphasizes that these overviews draw from clear, structured content, such as headings, lists, and direct summaries. Word counts don’t matter as much as clarity and extractability.
The downside? According to Danny Goodwin, in Search Engine Land, AI Overviews have slashed organic click-through rates by 61% and paid CTR by 68%. The takeaway isn’t to chase clicks but to optimize for visibility in AI answers. If your content is easy to extract and cite, you’re in a better position.
Beyond Google
Beyond Google, ChatGPT’s new SDK enables developers to build apps within the platform, which could be particularly useful for larger companies seeking to streamline AI integrations. Meanwhile, Adobe’s acquisition of Semrush might push the tool toward enterprise users, so smaller teams should watch for pricing changes.
The next SEO Update by Yoast is scheduled for December 15, 2025, at 4:00 PM CET. Until then, the focus remains on structured data, clear content, and adapting to AI-driven search. For e-commerce sites, this means ensuring that product data is accurate and up-to-date. For content creators, it’s about writing for extractability. And for everyone? Keeping an eye on Search Console’s new tools to stay ahead.
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User Experience (UX) optimization isn’t just a design choice. It’s a conversion strategy. If your site is confusing, slow, or frustrating to use, people bounce. They won’t dig for what they need. They’ll leave.
And most won’t come back. According to the Baymard Institute, 88% of online consumers are less likely to return to a site after a bad user experience.
Good UX removes friction. It helps users find what they need faster, trust your content, and stay long enough to convert. It also signals to Google that your site is useful, which improves rankings, engagement, and retention.
This guide breaks down the UX best practices that actually move the needle. No theory. Just clear, actionable ways to make your site easier to use and more effective at turning visitors into customers.
Key Takeaways
Effective user experience (UX) optimization starts with understanding your audience. Use data, heatmaps, and behavioral insights to design around real user needs, not assumptions.
Simplicity wins. Clean layouts, clear navigation, and fast-loading pages make it easy for visitors to engage and convert.
Mobile-first design is essential. With most users browsing on phones, responsive layouts and touch-friendly interfaces are critical to user satisfaction and search visibility.
Great UX directly improves conversions. Every element, from your CTA to your checkout, should guide visitors smoothly toward a goal without friction.
Testing never stops. Continuous A/B testing, analytics tracking, and user feedback loops keep your UX aligned with evolving expectations and business results.
Why User Experience Matters
User Experience (UX) optimization improves more than just aesthetics, directly affecting how well your website performs. A frustrating layout, slow load time, or confusing interface can increase bounce rates, reduce conversions, and damage brand credibility.
When visitors arrive, they’re deciding whether to stay or leave within seconds. If key elements are hard to find or the mobile experience falls short, you lose them.
Clear, intuitive design helps users find what they’re looking for and take the next step. That might mean reading more, subscribing, or completing a purchase. It’s also a core part of conversion rate optimization, where even small UX changes can lead to measurable gains. CRO and UX are areas that more and more marketers are devoting increased budgets to.
User experience also plays a role in how search engines evaluate your content. Signals like mobile usability, site structure, and page performance can influence your visibility, even if UX itself isn’t a ranking factor.
When you improve the way people experience your site, you improve nearly every performance metric that matters.
How UX Supports SEO
User experience and SEO share the same goal: helping people find what they need quickly and easily. SEO drives traffic, while UX keeps visitors engaged once they arrive.
Search engines now factor experience quality into rankings. Google’s Core Web Vitals evaluate how fast a page loads, how smoothly it responds, and how stable the layout feels as it renders. When pages perform well, users stay longer and bounce less, which signals quality to search engines.
Mobile usability plays a major role too. With mobile-first indexing, Google often ranks sites based on their mobile experience. A responsive design that works across all devices improves both accessibility and visibility.
Strong UX optimization helps your SEO work harder. The better your experience, the easier it is for users to explore, trust, and convert.
Next, we’ll break down the UX best practices that make those results possible.
UX Best Practices
The following UX best practices will help you design faster, simpler, and more effective experiences that keep users engaged from their first click to conversion.
Know Your Target Audience
Effective UX optimization starts with understanding who your users are and what they expect from your site. When you base design decisions on real data instead of assumptions, you can create experiences that feel natural, relevant, and easy to use.
Collect audience insights through analytics, user surveys, and behavior tracking. Build personas that capture motivations, preferences, and pain points. These details help you personalize the experience, from navigation to recommendations, in ways that feel helpful, not forced.
Personalization is a proven factor in increasing conversions, so it makes a good starting point for your UX improvements:
Thrive Market is a strong example of user understanding in action. The healthy food retailer tailors its shopping experience through an onboarding quiz that asks about dietary needs and personal goals. Shoppers receive customized product recommendations and grocery lists that match their answers, which removes friction and builds trust from the first visit.
When you design around what your audience values most, engagement becomes effortless. The next step is to make that experience as simple as possible.
Keep Things Simple
Simplicity is one of the most powerful UX best practices. Users form an opinion about your site in seconds. Cluttered layouts and confusing navigation create friction. A clean, structured interface helps visitors find what they need quickly and trust what they see.
Research shows that 88 percent of users are less likely to return after a bad experience. Simplicity isn’t just a design preference. It’s how you keep people on your site and build trust with every interaction.
Apple’s website remains one of the clearest examples of simple, effective design. The layout uses generous white space, clean typography, and bold product visuals that highlight what matters most. Each page features short, direct copy and clear calls to action such as “Learn more” or “Buy.” This approach keeps attention focused and makes navigation effortless.
Simple design improves accessibility and reduces cognitive load. It helps users stay oriented and confident as they explore. Once your site feels easy to use, the next step is making sure it performs the same way on every device.
Build Around Mobile
Mobile traffic now dominates the web, and most users expect sites to work perfectly ontheir phones. If your layout isn’t responsive, you’re losing potential customers before they ever see your content.
Mobile UX design focuses on speed, clarity, and easy navigation. Pages should load fast, text should be readable without zooming, and buttons should be large enough to tap comfortably. A smooth mobile experience keeps users engaged and signals quality to search engines under Google’s mobile-first indexing. It also helps with cart abandonment.
Starbucks offers a strong example of mobile-friendly UX in action. Its responsive design adapts across screens, and the app’s ordering system is simple enough to use one-handed. Customers can browse, order, and pay in seconds, which builds loyalty through convenience.
Mobile UX optimization improves both experience and performance. When users can navigate easily, they stay longer and convert more often. Next, we’ll look at how to guide those users toward the actions that matter most.
Set Goals and Guide Users There
Every great UX design starts with a clear goal. Users should always know what to do next, and every part of your layout should make that path obvious. When visitors understand your purpose, they’re more likely to take action and complete the journey you’ve built for them.
Strong UX optimization is goal-driven. Each page should serve a specific purpose, whether it’s capturing a lead, driving a purchase, or encouraging engagement through smaller actions such as watching a video or subscribing to a newsletter. These soft goals build trust and move users closer to conversion.
Dropbox demonstrates this principle with focus and simplicity. Its homepage centers around a bold, high-contrast “Try Dropbox Free” call to action button that stands out from surrounding content. The message is clear, the design uncluttered, and the action frictionless. This clarity of direction keeps users moving toward sign-up without confusion or distraction.
When your site guides users naturally, you reduce hesitation and increase conversions. The next step is to make sure that experience loads fast enough to keep them there.
Focus on Loading Speed
Speed is one of the simplest ways to improve UX optimization. A slow site frustrates users, hurts engagement, and damages your search visibility.
Fast-loading pages make your entire experience feel smoother and more trustworthy. They also reduce bounce rates and improve rankings because search engines use page performance as a quality signal.
There are practical ways to keep your site fast. Compress images, enable browser caching, and minimize heavy scripts or animations. Consider using a content delivery network (CDN) to distribute resources more efficiently.
When users can access your site instantly, they’re more likely to explore and convert. The next step is making sure that navigation keeps those visitors moving in the right direction.
Use Clear Navigation
Navigation is one of the simplest ways to improve UX. Visitors should be able to find what they need without stopping to think about where to click next. When users can move through your site effortlessly, they stay longer and engage more.
A common rule of thumb is that users should reach any key content within three clicks. While it’s not a strict requirement, the idea still holds: fewer steps mean less frustration and more conversions.
Best Buy demonstrates this principle with effective breadcrumb navigation and well-structured menus. Each category flows naturally into the next, making it easy for shoppers to explore products without getting lost. Clear labels, consistent placement, and visible CTAs reduce confusion and build confidence as users browse.
Good navigation creates momentum. It guides users from curiosity to action and supports the next layer of UX design, establishing a strong visual hierarchy.
Design Hierarchy
Design hierarchy gives structure to your website and helps users focus on what matters most. It’s the principle of using layout, size, color, and placement to show importance and guide attention. When your visual elements follow a clear order, users can navigate your content naturally and confidently.
People don’t read web pages from top to bottom. They scan. Good design aligns with that behavior using visual cues to lead the eye in a predictable flow. Larger fonts, contrasting colors, and prominent placement signal priority and make it easier for visitors to decide what to do next.
Netflix provides a great example of design hierarchy done right. The homepage features bold hero images, clear typography, and obvious CTAs like “Play” and “More Info.” Each element has a specific purpose, guiding users from interest to action without confusion.
Strong hierarchy keeps your design accessible, clear, and easy to use. The next step is to make sure every user can experience it the same way.
Make it Accessible
Accessibility is a core part of UX optimization. Every visitor should be able to navigate, understand, and interact with your site, no matter their abilities or the device they use. When your design works for everyone, you build trust and expand your audience.
Good accessibility starts with simple design choices. Use high-contrast colors for readability, add alt text to images, and make sure every function on your site can be accessed by keyboard. Provide captions for videos and use clear, descriptive link text so screen readers can interpret your content accurately.
Accessibility also includes transparency. Make privacy settings and cookie preferences easy to find and understand. When users know how their data is handled, they feel safer engaging with your content.
Collective Thoughts provides a strong example of accessibility done right. Each article includes an easy-to-find audio version, giving users multiple ways to engage with the same content.
For official standards, review the Web Content Accessibility Guidelines (WCAG). Accessible design benefits every visitor and keeps your site usable across devices, which is especially important for complex actions like forms and checkouts.
Streamline Forms and Checkouts
Checkout friction is one of the biggest UX killers in e-commerce. Every extra click, field, or delay gives users a reason to leave. According to the Baymard Institute, the average cart abandonment rate is nearly 70 percent.
Simple, efficient forms create a faster path to conversion. Ask only for essential information, and make sure labels are clear. Use autofill and progress indicators so users always know where they are in the process. Guest checkout options and flexible payment methods such as PayPal, Apple Pay, and Google Pay remove unnecessary steps that slow people down.
Amazon set the standard for streamlined checkout. Returning users can buy instantly using saved details, skipping the typical multi-step process. That speed and convenience are why the feature became a benchmark for great UX optimization.
When the path to purchase feels effortless, conversion rates rise. The same principle applies to browsing, users should be able to find what they want just as easily.
Use Product Filters and Site Search
Filters and search tools are essential to strong UX optimization. When users can find what they need quickly, they’re more likely to stay, explore, and buy. On large e-commerce sites, well-designed filters reduce decision fatigue and keep the experience organized.
Zappos is a standout example. Its product pages let shoppers filter by size, color, price range, and brand, all from a clean, intuitive sidebar. The site also uses smart search that suggests relevant products as you type, saving time and minimizing frustration. Every interaction feels smooth because the structure matches the way people actually shop.
Good UX best practices make discovery easy. Use predictive search, logical categories, and visual cues like color swatches to help users narrow results faster. When navigation feels effortless, users feel in control, and that control leads to more confident conversions.
The next step is communicating what happens after each click so users always know what to expect.
Test, Test, and Test Again
UX optimization is never finished. Designs that work today can feel outdated or confusing tomorrow. Regular testing keeps your experience aligned with real user behavior instead of assumptions.
Start by using analytics to identify where users drop off or hesitate. Tools like Google Analytics and ContentSquare reveal how people scroll, click, and move through your site. Session recordings and heatmaps show which elements attract attention and which ones get ignored.
A/B testing takes it further. Platforms such as Optimizely or VWO let you compare two versions of a page to see which performs better. Even small adjustments to headlines, layouts, or CTAs can have measurable impact.
The goal is consistent improvement. By testing, analyzing, and iterating regularly, you build a user experience that gets stronger with every insight. Next, we’ll look at how to measure that progress through key UX metrics.
Track Key Metrics for UX Success
Great UX is measurable. Tracking the right data shows whether your optimizations are actually improving the experience. Without clear metrics, you’re just guessing at what works.
Start with the fundamentals. Bounce rate tells you if visitors find your content relevant. Engagement rate shows how long they stay and how deeply they interact. Conversion rate reveals how effectively your UX supports business goals. Together, these numbers tell the story of your site’s performance.
Core Web Vitals are equally important. They measure loading speed, interactivity, and visual stability, the technical foundations of user experience. Improving these signals helps both users and search engines trust your site.
Be sure to monitor these metrics regularly. When you track, analyze, and act on the data, your UX gets sharper and more effective over time. That ongoing improvement is what separates good experiences from great ones.
FAQs
What is user experience?
User experience (UX) is how someone feels when interacting with your website, app, or product. It includes everything from design and navigation to speed and usability. Good UX helps people find what they need quickly and enjoy the process, which builds trust and increases conversions.
What is UX optimization?
UX optimization means improving your site’s design, structure, and performance to make it easier and more enjoyable to use. It focuses on removing friction, improving speed, and guiding users toward clear goals. The result is higher engagement and stronger business results.
What are UX best practices?
UX best practices are proven methods for creating a smooth, intuitive digital experience. They include understanding your audience, simplifying design, using clear navigation, optimizing for mobile, improving accessibility, and testing regularly. These principles make your site more usable and trustworthy.
How do UX best practices impact SEO?
UX best practices directly affect SEO performance. Search engines reward sites that load quickly, work well on mobile, and provide a smooth, intuitive experience. While metrics like time on page or bounce rate aren’t direct ranking factors, strong UX helps users find what they need, stay engaged and complete tasks, which all contribute to better overall performance.
How can I improve website UX?
Start by analyzing how users interact with your site. Simplify your layout, improve page speed, and test your navigation flow. Use clear CTAs and make sure your content is accessible and easy to read.
What tools can I use to test my UX design?
Tools like Google Analytics and ContentSquare help you see where users click, scroll, and drop off. You can also run A/B tests with Optimizely or VWO to compare layouts and features. User feedback platforms such as UserTesting provide direct insights from real visitors.
What is mobile UX design?
Mobile UX design ensures your website works seamlessly on phones and tablets. It includes responsive layouts, readable text, quick load times, and tap-friendly buttons. Strong mobile UX improves accessibility, reduces bounce rates, and helps your site perform better in mobile search results.
Conclusion
Implementing these UX best practices can dramatically improve the user’s journey across your site, increase conversions, and elevate your brand reputation.
Remember, understanding your audience is extremely important. Everything you design should be with your users in mind. Keep things simple, prioritize accessibility, don’t forget about mobile, and never stop testing and refining.
Get started today by examining your site’s user experience and identifying areas for improvement. It may be time to revisit your mobile optimization. Or do your forms need streamlining for a smoother checkout process?
Every change you make can potentially improve your users’ experience and, by extension, your bottom line.
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You found a digital marketing agency that feels like the one.
The pitch was perfect. They “get” your goals. Their case studies are impressive.
But a few weeks later, reality starts to set in: slow responses, recycled strategies, and reports that don’t show any tangible results.
This scenario is painfully common, but it’s not inevitable.
Choosing an agency that performs as well as they sell is possible — if you know what to look for.
In this guide, I’ll cover:
Red flags that signal an agency might overpromise and underdeliver
Green flags that separate the great partners from the mediocre ones
Must-ask questions to help you spot these flags before you sign the contract
You’ll also get real-world advice from experienced marketing leaders who’ve seen both dream partnerships and nightmare contracts.
By the end, you’ll know exactly how to choose a digital marketing agency in 2026. One that drives results instead of draining your budget.
First up: Vital questions to ask before jumping into a partnership.
Before You Hire a Digital Marketing Agency, Ask These Questions
Finding the right agency starts with understanding what you need and why.
Do You Have Product-Market Fit and a Clear Target Audience?
Even the best agency can’t sell a product that doesn’t solve a real problem for a defined audience.
If product-market fit isn’t there, your results will stall.
Ask yourself:
What pain points do we solve?
Who’s willing to pay for this?
Who else is competing for this audience?
Use a market analysis tool like Semrush’s Market Overview to confirm there’s real, sustainable demand.
For example, a quick search for Purina pet food shows strong growth and evenly distributed traffic — a clear sign of opportunity.
That’s the kind of demand signal you want before investing in outside help.
Do You Have a Clear Goal for Your Marketing Strategy?
A marketing agency can help you refine your goals.
But you’ll get better results when you already know what success looks like.
Vague goals like “increase website traffic” sound good, but they’re too broad to measure. Instead, set SMART goals — specific, measurable, achievable, relevant, and time-bound.
Here’s what a SMART goal looks like in action:
“Generate 120 qualified demo requests per month within four months by improving landing page copy and optimizing Google Ads.”
Clear goals like this help you find the right agency. And give them a focus to rally around and drive results.
Do You Have the Bandwidth to Manage an Agency?
Working with an agency isn’t a set-it-and-forget-it kind of task.
Regular, consistent communication with your agency is part of this process.
Sure, the level of autonomy will depend on the agency and the work.
But generally, the best agencies keep the door to conversation open.
Here’s what you can expect:
Provide materials and align on strategy and deliverables up front
Join weekly or biweekly check-ins (typically about an hour)
Review work and share feedback monthly
Pro tip: Assign one internal “agency owner.” Their job will be to keep decisions moving, share context fast, and unblock workflows.
Do You Know What Marketing Services You Need?
“Full-service marketing” sounds great. Until you realize you’re paying for tactics that get you nowhere.
There are many types of digital marketing agencies:
SEO and content: Drive organic growth through optimized content
Branding and design: Shape your visual identity and messaging
Video: Create video content that converts
Consultant: Help define priorities before execution
But before you pick one, identify what’s already working (and what’s not).
The more specific you are about your needs, the easier it is to find a partner whose strengths align with your goals.
Start by looking at your top-performing channels, campaigns, and content in analytics tools.
If content and partnerships drive results for you, that’s a hint about where to invest.
Next, check what’s working for your competitors.
For example, Semrush’s Organic Social tool reveals how your competitors generate traffic from social media.
And tells you exactly which platforms send the most traffic to their websites.
If others in your space are thriving on social while you’re not, that’s a clue to where you could expand.
Pro Tip: Before looking for an agency, ask yourself: Do I need strategy, execution, or both?
Is Your Internal Team Aligned on What You Need?
Clear goals mean nothing if your team isn’t aligned.
Without internal buy-in, even the best agency partnership can derail fast.
Marketing leader Eric Doty learned this the hard way.
After hiring an agency for a logo redesign (and spending weeks on revisions), leadership revealed they wanted to keep the full company name.
“In the end, we wasted around $15,000 on these iterations when all the company really wanted was to change the font.”
Avoid this by:
Defining who owns the agency relationship
Deciding who signs off on deliverables
Getting stakeholder input before work gets started
Once you’re aligned internally, you’re ready to align externally with your agency.
6 Red Flags That a Marketing Agency Will Waste Your Time (and Budget)
The sales call sounds great.
But how do you know whether the relationship will work long-term?
Don’t go in blind. Here are six warning signs and how to spot them.
1. They’re Not Willing to Invest Time in You
This isn’t something an agency will just come out and say directly. But there may be indications that they’ve currently got too much on their plate.
(And you’re about to be thrown onto the back burner.)
For one, look for a high amount of employee turnover. Employees leave when stress is high.
Check LinkedIn to learn about their employees and watch for downward growth trends.
You’ll also want to pay close attention to the discovery call.
If it’s all about them and nothing about you, that’s a sign they’re not taking the time to understand your business.
An agency that “yeses” you to death without adding ideas or offering pushback is another red flag.
They’re likely more focused on producing work as fast as possible than on providing a sustainable strategy.
Pro tip: Ask for a sample strategic recommendation on the call. Something lightweight like: “How would you improve our blog content?” The right agency will share high-level insights — not just a sales script.
And it’s never a good sign if they get defensive when you ask questions.
This can be an indicator that they’re not willing to invest time in the relationship.
I once hired an agency to help run paid social ads, and they did the absolute bare minimum. I had to point this out to get any attention, and by then, our three-month trial engagement was practically over, and we saw no results. While I don’t know for a fact it’s because we were on the lower end of their engagement value, it seems likely.
Looking at recent testimonials or mentions of the agency can help.
But sometimes, asking pointed questions is the best way to get an answer.
For example:
What’s your typical engagement type?
How long are your typical engagements?
How many clients does your team normally work with at once?
By asking these questions, you’ll get a better sense of the agency’s bandwidth.
2. Their Offerings Haven’t Evolved (or Have Evolved Too Much)
It’s no secret that marketing has evolved over the past few years.
And AI has only accelerated those changes.
So, if an agency hasn’t evolved its strategy to match the industry, it’s a sign they’re coasting on an outdated approach.
Want to find this out before the discovery call?
First, check the age of their case studies. Older case studies indicate a strategy that hasn’t changed.
Next, look at the wording on their services page.
If it sounds generic or dated, that’s a red flag.
In the example below, wording like “Taking over Google” is no longer fully relevant.
Plus, there’s no mention of local search or AI results.
(Which is odd, since they target local businesses.)
Pro tip: Trend chasing is another huge red flag. If you see a digital marketing agency that’s majorly pivoted without the data or case studies to back up those decisions, then you may want to steer clear.
Make sure they’re thinking ahead — not clinging to old playbooks — by asking:
How have your offerings changed in the past year?
How has your process changed since AI came on the scene?
How much does your team use AI when creating deliverables?
What’s your perspective on marketing in the AI era?
But you don’t want to get stuck in a relationship that’s not working.
Shorter contracts may not have an out clause. But if you’re getting ready to sign a contract for a year or more, and there’s no way out of that relationship, that could be a red flag.
For longer contracts, a 30-day out clause is typical. That means you both can leave the contract if things aren’t working out.
If you ask for this clause and the agency is pushing back hard, that’s a warning sign.
Amanda agrees:
No failsafe means the agency knows retention is a problem. And they may be more focused on cash flow than results.
Again, communicating clearly is important here.
When in doubt, ask the digital marketing agency these questions:
How have you handled failed campaigns in the past? Did you course-correct mid-campaign, or offer free revisions?
What barriers to success do you see with our engagement?
What’s your policy for a 30-day out in the contract?
4. Communication Isn’t Clear or Easy
The way your agency communicates during the discovery phase is a key indicator of how they’ll communicate once that contract is signed.
Here are some key warning signs you could see early in the process:
You have to chase them for updates or next steps: If getting in contact with the agency is hard before you sign the contract, don’t expect it to improve later on.
You can’t get clear answers to your questions: Asking about timeline, resources, and processes is normal. If they can’t give you straight answers to basic questions, beware.
You have no idea who you’ll be working with: It’s typical to talk to a salesperson or account manager in the early stages. But if you get pushback when asking to speak to the people you’ll be working with, that’s a red flag.
Chelsea Castle, head of brand and content at Close, experienced this firsthand.
Here’s her agency horror story:
One of my biggest career mistakes was not speaking up sooner and louder about yellow flags with an agency. From the initial meeting, something felt off in our communication. There were bumps and issues throughout the entire nine-month engagement. We didn’t love the output, and they weren’t doing things we suspected they should be doing.
Collaboration and communication were messy. We ended up firing this agency and losing the five figures spent on them, which left us with no completed work. Talk about a challenging conversation with your CEO!
To know more about communication before signing the contract, ask questions like:
Who’s my main point of contact with your agency?
Who’s going to be working on the project with me?
Who will be included in the check-in meetings?
At what points in the process do you track metrics to assess if we’re on the right track?
5. They Promise More Than They Can Reasonably Deliver
Overselling can lead to disaster down the road. But, how do you know if an agency is selling something they can’t deliver?
First, look at the language they use to describe their services or results.
If they make exaggerated claims or promises, it’s worth pausing.
For example, this agency’s website has red flags written all over it:
(I wish this were a made-up website, but it’s not.)
Claims like this sound great, but it’s important to take a step back and look at the facts.
Can they actually back up their claims with real examples?
Can they reasonably guarantee results without knowing anything about the potential client?
Danni Roseman, a brand manager at a SaaS company, hired an agency that promised the world but didn’t live up to expectations.
I assumed a team would handle our project. We later found out that only one person had the expertise we needed. It wasn’t enough. Deadlines slipped, quality dropped, and “edits” turned into full rewrites on our end. Hand-holding your agency isn’t part of the deal.
An agency that’s focused on revenue may sell more than the team is capable of doing, and you’re left with the aftermath.
Another side to this is whether the team has experience using or integrating with your tech stack.
Eric once worked with an email marketing agency that promised big things.
But ended up having no experience integrating with Microsoft Teams (a must-have for his company).
They decided to lead a procurement process for us to find a tool that integrated with Teams. This turned into a massively bloated project, when, really, they should’ve just told me from the get-go that they had no experience with this tool.
So, how do you make sure that what the sales team is offering can actually be delivered down the road?
First, ask pointed questions like:
Who on your team has experience working with the tools in our tech stack?
How much experience does your team have with these tools?
How many years of experience does the team have in this type of project?
What’s the project (within the type of service you’re looking for) that you enjoyed working on the most?
Can you give me some names of people I can talk to about your work?
Lastly, get references.
The sales team is going to say everything right. You need something solid to back up those claims.
Most agency websites say some version of “We do X for Y.” But can they explain how?
This is something you can check for on their website.
For example, what do their case studies look like? Are they just screenshots, or do they explain the process behind the work?
Here’s an example:
What looks impressive at first glance melts away when you realize these are just screenshots.
No discussion of the work, no explanation.
Here are some other warning signs to look out for:
Their process isn’t up for discussion: If an agency tells you anything along the lines of, “Trust us, we’ll handle it,” beware
They’re using the same templated strategies for every client: On the discovery call, are they bringing ideas to the table? Do they take your unique situation into account?
Their reporting is focused on big-number vanity metrics: Case studies with numbers are great. But do those numbers tell you a story of real impact?
They can’t explain why something worked: This could mean the team has little understanding of the mechanics behind the results
If you’re not sure about their process, ask questions like:
How do you approach new engagements?
How much time do you spend determining strategy?
How is the strategy adjusted as time goes on?
How often will we meet for check-ins?
Can you tell me about a project you worked on (in this vertical/type) that didn’t go well? How did your team handle that situation?
When you’re evaluating an agency, Chelsea’s advice rings true:
Ultimately, I think the biggest flag cannot be said; it can only be felt. Intuition and how you connect with someone are crucial in selecting and building long-lasting external relationships.
6 Green Flags You’ve Found a High-Performing Marketing Agency
Despite the horror stories we’ve discussed, great agencies do exist.
Here are the most common green flags — and tips for choosing a digital marketing agency that will actually deliver on its promises.
1. They Start with Questions, Not Tactics
The right agency feels like a partner.
They’re curious about your business and invested in your success.
On the discovery call, look for all of these green flags:
They start by asking deep questions about your business model, ICP, positioning, and goals
They’re comfortable pushing back respectfully if a strategy doesn’t align with best practices
They focus on how their work ties to your business outcomes, not vanity metrics
For example, KlientBoost, a PPC agency, doesn’t just offer standard strategy packages.
They ask questions about what the client needs, their goals, and their situation.
This information lets them tailor quotes to each client’s needs.
2. You Get Good Feedback From Third Parties
Good feedback, testimonials, and reviews are always a green flag.
First, check vetted, third-party review sites like Clutch.
Look for reviews that mention:
Quality of the digital marketing agency’s work
Communication style
Costs
Timing
Some reviews even include specific numbers and results.
Another way to get feedback is to ask your network.
Ask around in your favorite Slack communities and check on Reddit or LinkedIn.
You’ll learn who’s worked with this agency and what their impressions are.
Chelsea swears by using your network to find good agencies.
The best hires for me have almost always come through network referrals. When a trusted friend or colleague makes a recommendation, they’re risking their reputation to vouch for them. So you can be confident they’re worth your time.
What should you do if you don’t have any network recommendations?
Check out industry award winners, says Chelsea:
When I needed to hire a web design agency, I looked at Webflow’s Webby winners. While many great agencies don’t get awards like this, it was a sure bet to start my search by looking at those recognized in this credible, trustworthy way. I ended up finding a fantastic partner who was great to work with.
Within awards like Webby, you’ll find some incredible projects (and the agencies that made them happen).
3. The Full Team Will Be Involved in Communication
Knowing who’s involved in your project can help you have more confidence in the work being done.
Plus, if it’s easy to talk to the team before the project gets started, it’s a good sign that communication will be top-notch after the contract is signed as well.
Ask early on who will be on calls with your team.
If you find out it’s more than just one account manager, that means multiple people are invested in your engagement.
For example, check out this about page from content agency Beam:
You see the founders of this team.
But you also see the content producers and their social profiles. This level of transparency is a green flag.
4. They’re Transparent About Scope, Pricing, Timing, and How Work Gets Done
Your agency should be very clear about vital details upfront.
This includes:
The scope of the projects they do
Timing they can commit to
Any processes they use
For example, KlientBoost creates marketing plans for clients.
But even before you give them any information or sign up for a call, they show you a sneak peek of what a marketing plan looks like for their clients.
Another aspect of transparency is pricing.
Knowing what you’ll pay (and exactly what that cost includes) is essential to the project’s success.
That’s why some agencies, like A2Media, show their pricing right on their homepage:
Of course, not every agency lists its pricing publicly.
And there are plenty of different pricing structures, each with its pros and cons.
When talking about rates, ask the agency why they take the approach they do.
Get estimates for what each type of project entails.
If you’re comfortable with those ranges and estimates, include those in the contract.
When you can get clear answers to these questions, it’s a good sign they’ll live up to their promises.
When you find an agency you like, check out their marketing.
Most of the time, it’s a good indicator of the quality of their work.
In the past year, I’ve had two fantastic experiences with marketing agencies.
And both of them had one key aspect that was a huge green flag for me: their brand marketing was on point.
Take A2Media, for example.
The founder, Ademola, regularly produces video content on LinkedIn that generates strong engagement with his niche audience.
Another example is Beam.
They offer great content services to clients.
But they also produce fantastic content on their own website that’s both interesting and fun to read.
This pattern repeats itself over and over again.
KlientBoost’s LinkedIn video ads aren’t only hilarious but also deeply relatable.
Juice, a brand and web agency, has an incredibly stylish and fun website.
If they do great work for themselves, it’s a positive sign they’ll do great work for you.
6. Your Personalities Match
Yes, personality is subjective. And judging a marketing agency on “vibes” might sound a bit woo-woo.
But remember, this is a relationship. Hopefully, a long-term one.
So, the right agency should also match your style and get your vision.
Here are some green flags when it comes to personality match:
Their team seems genuinely excited about your product and mission
They treat your team members with respect, regardless of title
Their company culture aligns with yours
You enjoy working with them
They make collaboration energizing, not draining
Chelsea saw a personality match early on with a video agency, which gave her the confidence to move forward.
From the very first call, it just felt right. The agency owner and I instantly clicked and saw eye to eye on many things. He asked thoughtful, intentional questions that signaled respect, expertise, and a desire to find the best way to work together that prioritized me and my team. We’ve been working with this partner for more than a year, and have every intention of holding onto them for as long as we can.
Bonus: They Have Proven Expertise in Your Vertical
We’ve covered the most vital factors to evaluate when choosing a marketing agency partner.
But niche experience is worth considering, too.
While it’s not a necessity, it can be a really great bonus when combined with what we’ve discussed above.
For example, this agency focuses on dental practices:
While this agency focuses on marketing for law firms:
From just those two websites, it’s clear that their approach, strategy, and personality are very different.
And they’re each uniquely qualified to help clients in their chosen industry.
Other agencies may not have experience in your specific vertical. But they can demonstrate proven experience in the services you need.
For example, let’s say you want an agency that can help you show up in AI responses.
Then, you come across a case study like this:
Obviously, this agency has adapted its services to include AI search.
And has proven expertise in exactly what you need.
Ready to Choose a Digital Marketing Agency? Trust the Patterns (and Your Gut)
Choosing the right marketing agency comes down to spotting patterns.
Red flags: Overpromising, poor communication, and teams that won’t invest time in your success
Green flags: Thoughtful questions, killer third-party reviews, and teams that practice what they preach
But don’t forget the value of your gut reaction.
If something feels off during discovery, it won’t magically disappear once the contract is signed.
The best agency relationships start with a genuine connection.
As Chelsea says, “In any kind of creative work, sometimes you really do just have to go off vibes.”
When you find a team that gets your vision, respects your goals, and makes collaboration energizing, that’s your signal to move forward.
Understanding what’s happening in SEO will help you ask better questions. And spot whether agencies are using outdated tactics or staying ahead of the curve.
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Marketers are making bold statements about AI SEO every day.
The problem?
Most of them are half-right at best.
“SEO is dead.”
“Long-form content is pointless.”
“AI SEO is just good SEO.”
Here’s the truth:
When it comes to AI, the answer is rarely that simple.
Are you trying to show up in ChatGPT or Google’s AI Overviews?
Do you want the AI to recommend your brand or cite your content?
Is the model pulling from training data or live web results?
Each of those questions has a different approach.
Trying to generalize only causes confusion.
So, let’s skip the hype and get specific.
This guide tests today’s biggest AI myths in SEO to uncover what’s true, what’s false, what’s complicated, and what all of it really means for your marketing strategy.
Semantic HTML (clean heading hierarchy, proper use of <p> and <section>)
Schema markup
Side note:Google has confirmed that schema markup can help with AI visibility in its own products. It’s not a guarantee, but it’s smart technical hygiene. And it’s likely to become even more important as AI evolves.
That means your ranking foundation still matters, but it’s no longer enough.
Off-site credibility: Brand associations built through mentions, citations, and expert recognition
Takeaway: SEO fundamentals get you indexed. Off-site authority gets you cited. AI SEO is about expanding what “optimization” means beyond your own site.
3. True or False: All AI SEO Works the Same
False.
Marketers talk about “showing up in AI answers” like it’s one game.
It’s not.
Google dominates the search landscape so much that traditional SEO is pretty unified — one platform, one algorithm, one analytics dashboard.
But there’s no single kind of AI visibility and no single playbook for earning it.
What’s Actually Happening
Every AI platform behaves slightly differently.
They draw from unique data pipelines, weigh off-site signals differently, and credit sources in their own ways.
For example, Google’s AI tools still echo its ranking system.
Originality.AI found that many Google AI Overviews come from the top 10 ranking pages.
But for brand mentions (answers that refer to your company), ranking seems to have more of an impact on ChatGPT.
Brands that rank on page one of Google show up more often in ChatGPT answers. Seer Interactive found a 0.65 correlation between high rankings and brand mentions.
In other words, if HubSpot ranks on page one for “CRM software,” ChatGPT is more likely to name it when users ask for the best CRMs.
Takeaway: Each platform plays by slightly different rules. Treat AI SEO like an ecosystem, not a checklist.
4. True or False: If You’re Cited by AI, You’ll Also Get Mentioned
Mostly false.
Mentions and citations aren’t the same thing — and one doesn’t guarantee the other.
Mentions = when your brand appears in the answer
Citations = when your content is trusted as a source
You need both to stay visible long term.
What’s Actually Happening
If you had to choose, being mentioned matters more in the short term.
When someone asks ChatGPT for “the best CRM for small businesses,” you want your brand to show up, even without a link.
But long-term visibility compounds when you’re both seen and trusted.
Brands that are both mentioned and cited appear 40% more often in repeat AI searches, AirOps found.
And that’s harder than you might think.
According to Semrush’s AI Visibility Index, fewer than 1 in 10 brands appear in AI answers as both mentioned and cited.
Most only get one: they’re either mentioned without a link or cited without being named.
For instance, if I look up “What’s the best HR software for small businesses?” I get the following response from ChatGPT:
Of all the responses, only Rippling was mentioned as a good choice of software and cited as a source.
Getting mentioned and cited consistently means playing a longer, smarter game.
To win both, you need to shape the way AI systems talk about your brand.
Earn mentions through off-site authority — PR, reviews, credible partnerships — and citations through trustworthy, reference-worthy content.
Takeaway: Mentions get you visibility. Citations earn you trust. You need both to last.
5. True or False: AI Engines Don’t Care About E-E-A-T
It’s complicated.
AI engines tend to cite pages that look trustworthy: clear sourcing, visible citations, and credible domains.
When AI engines use query fan-out, they break one question into many.
If a short page or definition answers a single sub-question directly, it might get pulled into that specific part of an AI answer.
Still, those are situational wins, not a replacement for authority.
And there’s more nuance here:
The Muck Rack study found that when questions got subjective — like asking for advice or step-by-step guidance — AI models pulled more from corporate blogs than authoritative news sources.
But, whether the LLMs are looking at official news sites, corporate blogs, or community sources, they consistently preferred credible content.
Credibility takes different forms. But AI systems pull from sources people trust most, whether institutional or experiential.
Clarity and organization make you easier to cite, but credibility will keep you there.
Plus, E-E-A-T keeps your content people-friendly as well as AI-friendly.
Takeaway: E-E-A-T still matters. It just needs to be paired with structured, clearly scoped content that AI systems can read and reuse.
6. True or False: Content Recency Matters Even More for AI Visibility
Mostly true.
Keeping content up to date has always been best-practice SEO.
And it’s also important for AI visibility on most of the public platforms.
But the relationship between freshness and visibility isn’t one-size-fits-all.
What’s Actually Happening
Seer Interactive found that nearly 65% of AI bot visits go to content published in the last 12 months.
I checked this out for myself using ChatGPT. I asked the query:
How do I create an AI-optimized content strategy?
Then, I asked:
Can you show me the sources you used for that answer?
And it returned:
The earliest resource was from 2023.
(It didn’t find a date for the Airtable and RevvGrowth articles because they weren’t “visible in the header.”)
Finally, I asked why it chose those sources to answer the question.
It returned:
Note: It listed recency as its top criteria.
But there’s some variation in how important recency is.
Seer Interactive found that freshness matters most in fields like finance, HR, and tax, where outdated data loses credibility fast.
In travel, the window is broader.
Evergreen guides (“best destinations for weekend city breaks”) still perform, but regular updates help maintain visibility.
And in energy, for example, relevance often beats recency. Educational, evergreen pages (“green vs. renewable energy”) continue attracting AI hits years after publication.
Even instructional content in slow-moving niches can perform long after it’s published.
Seer found AI bots still visiting decking tutorials written 10–15 years ago — proof that quality evergreen content can still hold its ground.
Takeaway: Fresh content gets more bot activity. But credible, well-maintained evergreen pages still win trust. Especially when they’re the best answer for the human behind the query.
7. True Or False: Long-Form Content Is Pointless to Create Now
False.
Many marketers are making a simple mistake:
They hear “AI prefers short answers” and conclude “AI prefers short content.”
AI is more likely to use or cite content that is structured so it’s easy to understand.
But that’s not about length. That’s about structure.
What’s Actually Happening
AI systems don’t skip long pieces.
They skip messy pieces.
Content passages with clear headings helps models scan, interpret, and extract the right snippets.
There’s nothing to say your content needs to be short.
Example: Ask ChatGPT for “the best resources to learn SEO,” and you’ll often see Backlinko mentioned.
Those guides are deep, not brief.
They’re cited because they give a complete answer in a format both humans and models can follow.
Long-form content also compounds your odds of being mentioned.
AI visibility is a probability game.
The more your content earns human discussion, the more likely it is to appear when AI answers a question.
And humans don’t rave about shallow content.
People share and reference the pieces that teach them something new: frameworks, research, comparisons, stories.
Cutting them down for AI only strips out the context that makes your brand trustworthy.
Takeaway: Long-form isn’t outdated. It’s still a way to build authority, trust, and the kind of signal both readers and AI models rely on.
8. True or False: You Should Skip the ToFu Content Now
False.
This is one of the most persistent AI myths in content marketing.
“If AI answers everything, why bother with top-of-funnel (ToFu)?”
But ToFu content still matters. It just has a new job.
In the past, you could publish a big guide like “What Is SEO?” and watch it climb the rankings.
Those broad, educational posts drove traffic because people had to click through to learn.
Now, AI Overviews and large language models answer those same questions right on the results page.
But that doesn’t mean top-of-funnel content is dead.
It just means it’s working differently.
What’s Actually Happening
ToFu content isn’t the traffic engine it once was.
But it still powers two things your marketing ecosystem depends on: awareness and authority.
ToFu Builds Awareness
ToFu content helps new audiences discover your brand, even if they don’t click.
When someone searches “What is the best time to send marketing emails?” and sees your brand name in a featured snippet or short summary, that’s still visibility.
It’s like a digital billboard.
People might not visit your site right away, but they’ll start to recognize your name the next time they see it.
The more consistently your brand shows up around key industry topics, the more familiar it feels to your future buyers.
That awareness pays off later when they’re comparing vendors or deciding who to trust.
ToFu Earns Credibility
Google and AI systems both reward depth of coverage.
They look for brands that explain an entire topic — not just their own product.
A Search Engine Land analysis of 8,000 AI citations found that AI systems repeatedly pull from in-depth, trusted sources, not surface-level articles.
If your site only has bottom-of-funnel pages like “Why Choose [Your Product],” algorithms see a narrow view.
But when you also publish foundational explainers and educational content, it shows that your brand understands the full landscape.
That matters for AI visibility too.
Takeaway: ToFU content strengthens your overall site signals. Even if ToFu posts don’t drive conversions, they reinforce your brand’s expertise across the funnel.
9. True Or False: You Should Publish 10x More Content with AI
False.
In theory, more content should mean more visibility.
In practice, that’s not what’s happening.
Teams feel pressure to publish faster because AI makes production easier.
But volume isn’t the same as reach.
Most scaled AI content dies in search before it ever earns authority.
AI platforms seem to be taking the same approach. They reward original insight and authority, not sheer output.
Takeaway: If you want visibility in both Google and AI search, slow down and build credibility.
10. True or False: High-Quality Content Is All You Need to Appear in LLMs
It’s more complicated than that.
Many marketers assume that if they simply create great content, AI tools like ChatGPT, Perplexity, or Gemini will automatically surface it.
But “great” isn’t enough.
High-quality content is a requirement. It’s what gets your pages seen, crawled, and trusted in the first place.
But visibility in AI search depends on something bigger: how consistently your brand is referenced and recognized across the web.
What’s Actually Happening
LLMs generate responses using two data sources:
Training data: The static dataset the model was trained on months (or years) ago
The live web: Real-time crawling and retrieval from indexed pages, like Google AI Overviews or Perplexity
Each system rewards a different kind of visibility, and each treats “quality” in its own way.
Training-data systems reward brand association.
When a model relies on its training data, it draws on patterns it has already learned.
That includes which brands are consistently associated with which topics.
If your brand’s name and theme appear together across thousands of credible pages, that association becomes part of the model’s long-term memory.
For example, Canva is strongly associated with “simple design.” So, if you ask ChatGPT “What is the simplest design program?” it’s probably going to answer Canva.
That’s how brands build “semantic ownership” of an idea.
Over time, those associations become the model’s defaults, a durable moat that competitors can’t easily displace.
Quality still matters here.
It determines whether people read, share, and cite your work — the human behaviors that create the signals AI later learns from.
Meanwhile, web-indexed systems reward structure and authority.
When an AI system relies on live web data, the process looks more like search.
Models retrieve pages in real time, parse structure, and extract concise, factual snippets.
In this environment, “quality” means clarity, structure, and credibility.
For example, if someone asks an AI tool “best CRM software for small business,” the model pulls from pages that look like strong search results.
In this case, that would probably be list posts with clear headings, comparison tables, and trustworthy sources.
A messy blog without structure or citations wouldn’t make the cut.
Takeaway: High-quality content is your ticket in, not your winning hand. Authority, structure, relevancy, and consistent brand signals are what actually get you cited in LLM answers.
How to Level Up Your SEO Strategy for AI Visibility
You’ve seen the myths. You understand the reality.
Now, here’s what to actually do about it.
The good news? You don’t need to blow up your entire SEO strategy.
Most of what you’re already doing still works.
You just need to expand where you’re looking and what you’re measuring.
Start Measuring What You Can’t See
Your analytics are lying to you by omission.
When someone discovers your brand through ChatGPT and visits you three days later, it shows up as direct traffic or a branded search. Zero attribution to the AI mention that started the journey.
So you’ll need to:
Track the indirect signals.
Rising branded searches while organic clicks decline? That could be LLM discovery.
Direct traffic holding steady despite fewer Google clicks? Same thing.
Sales calls where prospects say “found you through AI”? You’re getting cited.
Use dedicated AI tracking tools.
Options include Peek.ai and ZipTie.Dev. For more comprehensive features, Semrush Enterprise AIO is a good option, especially if you need full-funnel visibility and advanced reporting.
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Google Posts now supports scheduling and multi-location publishing within Google Business Profiles. This should make it easier for you to manage your Google Posts for your business(es) and client(s).
Scheduling. When you add a new Google Post within Google Business Profiles, there is a new option to “schedule this post.” You can then select a date and time for when you want the post to be scheduled.
Lisa Landsman from Google said on LinkedIn, “plan your entire week or month in advance! You can now schedule your Google Posts to go live automatically at the perfect time.”
Multi-location publishing. Also, if you manage multiple locations for a business and you want to quickly copy those Google Posts to some or all of those locations, you can now. Lisa Landsman explained, “Easily create a single post and apply it instantly to multiple business locations in one click..”
What it looks like. Here is a GIF of this in action:
Why we care. Businesses are busy and you don’t always have time to drop what you are doing to create a Google Post about a new event or message. But now, when you have time, you can pre-schedule these Google Posts at your convenience. Also, you can quickly copy them to other locations you manage.
As Google’s Lisa Landsman wrote, “We know the upcoming holiday season is a crucial, and hectic, time for your business. It’s also your biggest opportunity to get your events, offers, and updates in front of potential customers who are actively searching.”
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In the good ol’ days of blogging, traffic was the main goal, and it was relatively easy to get.
Now, especially for ecommerce blogs, it’s getting harder to stay visible.
The number of Google searches that end with a click is slowly decreasing, while the number of searches that end with no clicks has increased.
While the number changes are small, they’re continuing to move in the direction of no-click searches. AI Overviews give people the answers they need at a glance, and website traffic is taking a toll as a result.
Aside from these trends in Google search, ecommerce blogs also face an uphill battle against big players like Amazon or Walmart.
With all of this in mind, you might be wondering: is it still worth the effort to build an ecommerce blog?
Here’s a real world example that shows why it still matters:
Pet care brand Petlibro has been around since 2020, but they didn’t start posting on their blog until 2022. Semrush’s Domain Overview suggests their organic growth has been pretty substantial since then.
Their website is ranking organically for over 25,000 keywords and stands in the first result for almost 1,500 of those.
And not only that: Petlibro is being mentioned and cited by AI search engines — more than 700 times.
AI search references Petlibro’s blog articles and mentions the brand directly in its response.
Their blog isn’t a separate entity to their ecommerce site. It’s a strategic tool that helps their brand get seen both in Google and in AI search — and get more conversions in the process.
Here’s the point: blogging is still valuable, especially for ecommerce brands, even in the era of AI search.
The difference between today and ten years ago is that the main goal isn’t traffic: it’s delivering clear, distinctive value for the reader.
Basically, you need to build something that AI can’t.
We’re going to dive deeper into ecommerce blog examples that are currently seeing big results and show you how to apply their strategies to your own brand.
What Makes an Ecommerce Blog Successful?
The more you study top ecommerce blogs, the more patterns start to emerge.
Before we explore each of the following examples in depth, keep an eye out for these key aspects of successful ecommerce blogs:
They know exactly who they’re talking to: All the top ecommerce blog examples we’ll discuss have a very clear target audience. And the content speaks directly to those people.
They understand intent: People search for certain terms just to gain information. Others search to learn about products, and others search because they’re ready to buy. The best ecommerce blogs know the difference between those different search intents. Then, they can create content that matches the intent of the search.
They present information in a way that’s easy to read and understand: There’s no specific format that guarantees success. But each example uses blog design essentials to make the information understandable. Their content also includes strong introductions and content that’s unique and interesting.
They integrate their store directly with their blog: The most successful ecommerce blogs are focused on conversions over traffic, and use smart integrations to showcase their products on the blog.
They prepare content to do well in the age of AI search: These blogs show up consistently in AI search by producing the kind of material AI loves to reference and mention. You’ll see how they create content that’s well structured, authoritative, and unique.
Now let’s see seven ecommerce blogs that exemplify these principles.
The goal of any ecommerce blog is to do more than just build traffic. You also want to build authority, win visibility in both Google and AI search, and nudge readers closer to buying.
The following examples cover a range of categories and company sizes. While they may not all have tens of thousands of visits per month, they’re all using their blog as a conversion tool and a way to get seen both in Google and in AI search.
And they all have something to teach you about staying visible, memorable, and findable as an ecommerce blog.
Note: We got the numbers for each of these from Semrush’s SEO Toolkit. Traffic numbers aren’t going to be 100% accurate (only the brands themselves will have the most up-to-date numbers). But it’s still useful for understanding broad trends.
1. Garmin
Industry: Consumer electronics
Organic blog traffic: 61.8K
Backlinks: 77.7K
Keywords: 46.1K
In the world of smartwatches and specialty sports gear, Garmin truly stands out. Their blog has grown consistently since mid 2022.
So, what makes this ecom blog stand out?
First off, the articles are a healthy mix of informational and commercial content.
For example, this article on finding your V02 max ranks for 4.6k keywords, and ranks #1 for 95 of those. It even shows up in the AI overview for a couple of difficult keywords.
The article is a deep-dive into a complex topic their audience is interested in. And while someone searching “good v02 max” may not be immediately interested in buying a watch, Garmin still includes plenty of ways to explore their products from this blog post.
For instance, readers can see CTAs to some of their most relevant watches in the sidebar, and they also see links to product categories in the text.
But Garmin also knows how to focus their blog on buying intent, which is why they also rank for terms like “Garmin aviation watch.”
From this single keyword, Garmin’s article on aviation watches gets 3.7k monthly organic traffic by ranking for 63 keywords. (I guess pilots really like their watches.)
But more than just creating content for search, Garmin has cracked the code on creating content that gets mentioned by AI.
Just look at Garmin’s incredible AI visibility score, with over 52k mentions:
AI search loves to highlight product information directly from the brand. Which is why Garmin’s clear, detailed support documentation appears so often in AI search results.
But their blog posts are also cited by AI to respond to product-related questions, like which smartwatch has the best battery life.
Something else that Garmin has done well is combine their content efforts on their owned channels with mentions across the web. Whether it’s tech review sites, YouTube videos, fitness blogs, or Google reviews, Garmin’s products are mentioned positively in a lot of places.
The result?
Semrush’s AI Visibility Index found that Garmin ranked #4 in AI Share of Voice for consumer electronics brands. They sit right at the top with heavy hitters like Apple and Google.
Key Lessons from Garmin’s Blog
Garmin is a multi-billion dollar company, well-known in its space. But importantly, they dominate their category. When you own a category (like smartwatches), it’s much easier for AI to surface your content and products to users.
Another company doing this is Patagonia. They dominate the category of ethical fashion, and have gained 21.96% of the AI Share of Voice (for Fashion & Apparel).
Another lesson from Garmin’s blog is the importance of providing clear information about your products.
AI search results tend to cite brands as authorities on their own products. But if you don’t answer the questions searchers have about your products? AI will usually attempt to base its answers on someone else’s article (whether that information is correct or not).
Finally, remember that your blog isn’t a solo marketing effort. When you partner with content creators outside your owned channels, you can expand your visibility in AI.
The more positive mentions your brand gets, the more likely you are to see yourself in AI answers and overviews.
We’ve already introduced you to Petlibro above: showing the power of blogging for ecommerce brands. Not only do they show up in search results, Petlibro’s blog posts are also being cited and mentioned by AI.
Take this post for example:
This informational post answers the question of how often to change the filters in a cat fountain. It’s not too long, but it answers the question clearly and gives just the right amount of detail.
So, along with ranking for 44 different keywords, it’s also showing up inside the answers given by ChatGPT and other AI search tools.
Another post, explaining why cats bring you toys, ranks in the top 10 for 14 keywords, and appears in the AI overview in Google.
But Petlibro doesn’t just post informational articles. They do a great job of striking the balance of intent, focusing on content that matches what the searcher is looking for.
For example, this blog article about choosing the perfect cat tree gets more than 500 visits per month and ranks for 127 keywords. Best of all, most of these keywords have commercial or transactional intent.
Key Lessons from Petlibro’s Blog
First off, Petlibro shows it’s important to develop a healthy mix of informational and transactional content.
Going after keywords at the top of the funnel works to build your authority. But content that helps point people to the right products when they’re already in the mood to buy brings more immediate results.
Next, for your brand to be visible in both Google and AI, you need to answer the questions people are asking. You can start by doing research on forums, but also try tools like Semrush’s AI SEO toolkit for prompt research.
This can give you an idea of the prompts people are using in AI platforms, and which websites AI is currently referencing or mentioning directly.
For example, let’s try searching for “home security camera systems.”
In the Prompt Research report, you can see AI volume for that topic, how difficult it is to gain visibility, the intent of the questions in this topic, and more details about the prompts used and the brands mentioned.
This gives you a great starting point to see what people are asking about within your topic. Then, you can create content that answers those questions.
3. Great Jones Goods
Industry: Cookware
Organic blog traffic: 11.6K
Backlinks: 1.7K
Keywords: 4.9K
Great Jones Goods’ blog stands out with fantastic visuals and content that is tailored to their audience.
Honestly, just looking at this blog is making me want to get into the kitchen and bake something.
Their blog has two main sections: recipes and personal profiles.
You gotta love these recipe posts. Just take this one for arroz con gandules:
Each recipe has a different author. So each post has a very personal feel.
It’s just like your favorite recipe blog, but without so many layers of fluff.
The posts also mention the cookware the author used (subtly highlighting their own products).
And each recipe is also accompanied by beautiful step-by-step visuals.
This all looks great: but what about the results?
Great Jones Goods isn’t getting millions in traffic. But their content does show up in all the right places.
For example, their profiles of chefs and well-known people rank in search results:
And their recipe posts also show up in AI overviews:
Their blog is consistent and targeted at their specific audience. Instead of being “sales-y,” they focus on being part of the community that they want to sell to.
Key Lessons from Great Jones Goods’ Blog
Beautiful, descriptive visuals are a key component of high-quality blog content. Plus, it’s a great way to make your blog stand out as different. When you’re creating content for your blog, ask yourself: how can I create something that AI can’t?
Great Jones does this by including step-by-step imagery and real-world examples of their products in use. That’s something shoppers love to see, and AI can’t replicate.
Another key takeaway from this ecommerce blog example is to include your community in your content. Great Jones does this with in-depth personal profiles that talk about the joy of cooking — something their target audience shares.
People crave connection with other humans, now more than ever. You can use your blog to become part of that community.
Try including people that the community already knows and loves. This will help your blog be more personal, as well as give you new ways to promote your blog.
When your brand is dedicated to a mission, you can use your blog to promote and grow that mission. And that’s exactly what the period underwear brand Thinx has done with their “Periodical” section.
First, they chose an incredibly appropriate name for their blog. Next, they filled it with articles all about menstrual health for women and teens.
The articles are generally on the short side, but answer key questions their audience is asking. And with that, they’re able to rank for difficult keywords like “when do you ovulate,” “period blood clots,” or “period nausea.”
Just this one article on ovulation ranks for 1.3k keywords, most of which are either hard or very hard to rank for per Semrush data.
They also build educational resources around the message: Get BodyWise.
Thinx takes body literacy seriously. In fact, they have a dedicated resource page aside from their blog that is built to provide candid, accessible information for people who bleed.
This even includes a series of educational videos from Dr. Saru Bala on women’s health.
Everything they do on the blog supports their mission to make period products and education more accessible to everyone who needs it.
And while their content doesn’t heavily promote their products (possibly on purpose), they do list a handful of relevant products at the end of each blog post. Just the right mix of promotional and educational.
Key Lessons from Thinx Periodical Blog
Your company mission statement isn’t just something that lives quietly on your About page.
It should be a living, breathing part of your business ethos.
It should come through in your marketing.
When your blog has a core mission behind it, the content you create has a clear direction. You’re not just chasing keywords: you’re building educational resources that truly benefit your audience.
The result?
Thinx builds brand affinity naturally over time, increasing the chances that folks will choose Thinx over a competitor when they’re ready to buy.
5. King Arthur Baking
Industry: Cooking ingredients
Organic blog traffic: 730K
Backlinks: 133K
Keywords: 338K
King Arthur Baking’s blog ranks in the top 10 for some of the most difficult keywords in baking. That includes terms like “baguette,” “pizza,” or “types of cinnamon.”
So, how did they get here?
King Arthur Baking didn’t limit themselves to written content. They created a content ecosystem that also included multimedia content.
Currently, the King Arthur YouTube channel has over 330K subscribers. They post recipes, along with video versions of their podcast episodes.
These videos work seamlessly inside their blog posts.
For example, check out their blog post on chocolate chip cookies.
The video from their YouTube video is part of the image gallery at the top.
But it’s also spliced together with the step-by-step recipe instructions below.
Doing this increases their chances of ranking for difficult keywords. And in some cases, they even rank more than once in the search results.
Key Lessons from King Arthur’s Bakery Blog
Google and AI won’t rank what they can’t understand, so giving clear structure and formatting to your blog is an essential first step to rank better.
For example, King Arthur uses schema markup for their recipes. This helps them rank in rich results on Google.
Another lesson from King Arthur is using multimedia when it makes sense. Try creating videos that show your products in action, or clearly answer a question that your audience is asking. These can help you increase time on page and appear in more search results.
Finally, know when to push your products. King Arthur does a great job of subtly adding their products to content.
For example, their blog posts include “featured products,” a CTA to “Shop this recipe,” and “Recommended for you” products at the end of each post.
6. Keychron
Industry: Electronics
Organic blog traffic: 62.1K
Backlinks: 7.1K
Keywords: 25.8K
For a seriously niche blog and product, Keychron has a pretty hefty presence online. Their blog has had steady traffic growth since around 2020. And they rank for all kinds of keywords about keyboards.
For example, this article about hall effect switches gets over 1,700 visits per month.
The post ranks #1 for that main keyword. But it also appears in search results, AI overviews, and image packs for 137 other keywords.
Their blog posts do a great job of using visuals to explain topics about the tech. And they get to gently promote their own products when appropriate.
Of course, this kind of top-of-the-funnel content is likely to drive less traffic as more people rely on AI Overviews and other AI tools for quick answers to their questions.
But it can still drive some traffic. And careful linking and CTA placement can turn that traffic into conversions.
Key Lessons from Keychron’s Blog
One key takeaway from Keychron’s blog?
Don’t be afraid to go niche.
Your audience may have very deep knowledge of a topic (like keyboards), or they may be generalists looking for an overall view of the topic. It’s up to you to know who your audience is, and develop content for them.
Topics like “Best Keyboards for World of Warcraft” may seem niche, but it fits Keychron’s highly specific audience (and does a great job of showcasing their products).
The root domain didn’t take as much of a hit. But the blog experienced a spike and a sudden drop around early 2021.
Thankfully, Huckberry didn’t let that stop them.
They still had another card up their sleeve: their YouTube channel.
While the channel was created back in 2016, there was no consistency, and hardly any views.
But sometime after traffic dipped on the blog, we see a change in the posting pattern on YouTube. Suddenly, they’re posting consistently.
They share video series, interviews, and more (some of which get hundreds of thousands of views).
And over time, Huckberry became the go-to place for adventure content for men.
They started sharing videos about culinary travel and adventure stories with members of the community. Plus, they posted gear reviews that linked back to their products.
That multimedia strategy helped Huckberry’s blog gain consistent growth again. Plus, their YouTube channel took off — today, it boasts over 375K subscribers.
That video strategy made them adapt the way they present content on their blog as well.
Many posts include videos with gear reviews and style help. The videos are funny, personable, and mention the brand’s products without sounding like a sales pitch — it really sounds like two friends shooting the breeze.
The posts themselves also do a beautiful job of incorporating products:
Almost all their posts follow classic blog post templates, but maintain the vibe of a cool online magazine.
Key Lessons from Huckberry’s Blog
Huckberry’s key lesson is this: don’t give up after a traffic dip.
Blog traffic can dip for many different reasons, but it doesn’t mean your blog is a lost cause. When you see a dip, dig into the data.
Have you lost ranking on major keywords? Are clicks down? Run through a basic SEO checklist to make sure you’ve got your bases covered.
Then, go back to the question we’ve talked about before: What can you create that AI can’t replicate? Define how your blog is differentiated from what AI answers can deliver, and what value you can bring to your audience.
Your Ecommerce Blog Can Succeed — If You Trust the Process
You can’t build a successful ecommerce blog overnight. But the brands above prove it’s worth the effort.
When you do it right, your blog becomes more than a traffic source. It’s a growth engine that boosts visibility, builds trust, and strengthens your brand in both Google and AI search.
Keep answering your customers’ questions, stay focused on your niche, and build consistency over time.
But remember: your blog is just one piece of your overall strategy.
To go deeper into building a comprehensive marketing strategy for your ecommerce brand, check out our full ecommerce marketing guide.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-11-24 22:08:332025-11-24 22:08:337 Ecommerce Blog Examples + What You Can Learn From Them
Instagram remains one of the most powerful platforms for growing a brand online.
With more than 2billion active users, Instagram marketing has long been a must if you’re in fashion, beauty, fitness, food, travel, or ecommerce. But it’s not just for visual-first industries anymore. Service businesses and B2B brands are winning here, too.
The catch? You can’t just post and hope for the best. To succeed on Instagram, you need to post the right content to stay relevant to current followers while bringing in new ones.
To grow, you need a smart content strategy and an understanding of how the algorithm works.
This guide will walk you through proven Instagram marketing tips to help you attract followers and drive engagement.
Key Takeaways
Instagram marketing works best when it’s intentional. Know your audience, post with purpose, and build content that connects rather than just fills a feed.
Consistency beats frequency. Three to five quality posts a week, backed by Reels and Stories, is often enough to stay visible and relevant.
Short-form video drives discovery. Reels and Stories remain the fastest way to reach new audiences and spark engagement.
Engagement fuels the algorithm. Comments, saves, and shares can carry more weight than likes, so encourage interaction and conversation.
Authenticity wins. From influencer partnerships to user-generated content, real voices and experiences build more trust than polished ads.
What Is Instagram Marketing?
Instagram marketing uses the platform’s creative tools and community reach to help brands build genuine connections and grow their business. At its best, it blends storytelling with strategy, with visuals to pull people in and a message that keeps them interested.
That 1-2 punch should be present in everything from organic posts and Stories to paid ads, influencer partnerships, product tagging, and more.
The payoff can be tremendous. After all, many of Instagram’s 2 billion users actually want to connect with businesses. More than 60 percent of those on Instagram use the platform to follow or research brands and products.
This makes Instagram a top channel for building brand awareness and showing off your products. It’s a platform for building real relationships with your audience.
You just need to know how to use it the right way.
Why Should Marketers Care About Instagram?
Instagram is now as much a discovery engine as it is a visual app.
Its audience spans every major demographic. Nearly 30 percent of users are 18 to 24, almost 32 percent are between 25 and 34, and engagement among users over 35 continues to grow.
In other words, your customers are already scrolling here.
And many search for products and recommendations directly in-app. That mix of scale and buyer intent makes it one of the best social platforms for brand awareness and conversions alike.
But there’s a bigger reason marketers should care: Search is changing.
AI-powered search models like Google’s AI Overviews and ChatGPT are increasingly pulling content from social platforms like Instagram to understand what’s relevant and credible. That means your brand’s Instagram presence can also strengthen your broader SEO and “search everywhere” strategy.
Even if you’re not ready to run full campaigns, Instagram gives you real-time feedback on what resonates. Watch how your audience engages, and use those insights to shape smarter content across every channel.
Unique Instagram Features for Marketing
Instagram gives marketers a full toolbox, and knowing which tool to use can make all the difference.
Posts are your foundation. They’re where your brand identity lives. Think of them as the grid that tells your story at a glance. Static images, carousels, and graphics still perform well when they’re cohesive and recognizable. Think of your feed as your brand’s first impression.
Stories add the real-time connection. They disappear after 24 hours (unless added as a highlight) but consistently drive some of the highest engagement on the platform. Brands use them for behind-the-scenes content, polls, quick updates, or product drops. These types of content feel personal and urgent.
Reels are Instagram’s growth engine. Short-form video gets prioritized in the algorithm and can extend your reach far beyond followers. Brands like Gymshark and Duolingo use Reels to blend education, entertainment, and personality into discoverable content that quickly builds awareness.
Livestreams are about interaction. They let you talk directly to your audience, host Q&As, or spotlight a new launch. The immediacy builds trust in a way that pre-edited content can’t.
Instagram Shop turns discovery into purchase. With product tags, collections, and integrated checkout, followers can go from seeing your post to buying in seconds.
Used together, these features create a seamless customer journey: discover, engage, convert.
How to Get Your Brand Started on Instagram
This may all sound great in theory, but how do you actually start marketing your brand on Instagram? We’ve got you covered.
Zero In on Your Target Audience on Instagram
Before you post anything, get crystal clear on who you want to reach with your Instagram marketing strategy (and why you’re on the platform in the first place). A more focused audience makes everything else easier, from your content strategy and captions to your hashtags and ad targeting.
Start by defining your ideal customer: age, interests, behaviors, and what kind of content grabs their attention. Then look at where your brand overlaps with that.
For example, Nike Running focuses on athletes chasing progress.
Glossier, on the other hand, speaks directly to beauty fans who love minimal, real-life aesthetics.
Both Nike and Glossier know exactly who they’re talking to, and it shows in everything they post.
When you understand your audience, you create relevance. And that’s the foundation of every successful Instagram marketing strategy.
Optimize Your Instagram Profile
Your Instagram profile is your brand’s first impression.
A complete, well-structured profile is a little like a digital business card. It helps followers (and Instagram’s algorithm) understand who you are and why you’re worth following.
Start by switching to a Business or Creator account. It unlocks analytics, contact buttons, and access to Meta’s ad tools. You’re going to need all that if you want to grow strategically.
Then, fill out every available field. Add your profile photo (ideally a recognizable logo or product image), and write a bio that clearly communicates what your brand offers and who it’s for. Short, specific, and benefit-driven wins every time.
You’ll also want to make sure to include:
Contact information: Include your physical address, email address, and phone number so followers can contact you directly. When you include this contact information, Instagram automatically builds related buttons (Call, Get Directions, Email).
Category or categories: These groupings appear as circular topics under your name and are a simple way to showcase what your brand is about. Check out our page to see how we do it.
Call-to-action buttons: You can tailor your buttons to your business offerings (like Book Now or Order Food) to allow visitors to take specific actions, like making an appointment or booking a reservation. To incorporate these buttons into your profile, select Edit profile and tap Action buttons.
Don’t skip the category tag under your name, either. It instantly tells visitors what industry you’re in. And if you have multiple offerings, use Story Highlights to organize them into quick-reference guides for new followers.
A complete profile signals professionalism, boosting the odds your content reaches the right audience.
Do Some Starter Keyword Research
You might associate keyword research mostly with Google, but it’s the foundation of visibility for Instagram marketing, too.
While the platform is built on visuals, discovery still happens through words—in captions, hashtags, and even alt text. That’s how Instagram decides what content to show in search and suggested feeds.
Start simple: Type topics related to your brand into the Instagram search bar.
The auto-suggestions you see? Those are real queries your audience is making right now. Take note of recurring terms and relevant hashtags with active engagement.
Getting a sense for the language your audience uses and weaving it naturally into your posts is how you win. You’ll show up in more searches and connect with people looking for what you offer.
Start Posting High-Quality Content
What you post (particularly how it looks) and how often you show up matter just as much as what you say.
On Instagram, your visual identity is your brand voice. Keep the colors you use, the tone of your images, and your captions consistent. Your feed is basically a digital storefront. Every post should look like it belongs there.
Color psychology still plays a major role. Specific colors trigger an emotional reaction in the viewer. When selecting a color palette for your Instagram posts, choose hues that embody your brand’s identity and message.
Drybar, for example, uses a consistent yellow-accent theme across posts, reinforcing brand identity with visual consistency.
Next, experiment with formats.
Standard image posts build brand identity, while Reels boost reach. Stories help you stay top of mind with daily updates, and carousels are great for educational or step-by-step content.
Your goal isn’t necessarily to use every format. It’s more important to focus on the ones that fit your brand’s style and message.
Then there’s timing. Consistency often beats volume. A predictable cadence (say, three to five posts per week) trains both the algorithm and your audience to expect you.
Finally, use hashtags and keywords strategically. Three to five specific, niche hashtags usually outperform generic ones.
The same goes for captions. Natural language that your audience would search for is the way to go. Don’t get too wrapped up in buzzwords.
Remember: Every post reinforces who you are and why you matter to your audience.
Engage With Followers
Everyone wants to be heard, and your Instagram followers are no different. So, ensure they know you hear and appreciate them by liking their posts and replying to their comments.
Every comment, message, and tag is an opportunity to build trust. And trust fuels growth on Instagram.
Start by responding to comments and DMs quickly. It shows your audience there’s a real person behind the brand. You can also use interactive features like polls, Q&As, and emoji sliders in Stories to invite two-way conversations.
Reply to comments on your Reels, reshare user-generated content (UGC), and tag followers or partners when it fits naturally.
Brands like Supergoop and Alo Yoga do this well. They answer questions in comments, repost community photos, and encourage followers to tag friends who’d love the product.
Today, engagement is as much about connection as it is visibility. The more you show up for your audience, the more likely they are to engage and keep you in their feed.
Track Your Analytics
Instagram has some pretty comprehensive analytics that lets you gain both a bird’s-eye view of your performance and a granular view.
Start with Instagram Insights, available for all Business and Creator accounts. You’ll see metrics like reach, impressions, profile visits, and website clicks. These tell you how far your content travels and how effectively your Instagram marketing efforts drive action.
Reach and Impressions: Show how many unique users saw your content and how often. A spike can signal that a post hit the right tone or format.
Engagement: Likes, comments, shares, saves, and Reels interactions show what truly resonates. Saves, in particular, are a sign of high-value content.
Conversions: Use UTM links or Meta Business Suite to track traffic, leads, and sales coming from your Instagram content or ads.
For deeper analysis, tools like Sprout Social, Later, or Hootsuite give you expanded reporting and trend tracking over time.
Don’t just collect data for the sake of collecting it. Put it to good use.
If a certain post drives unusually high engagement, study the caption, image style, or timing. Apply those insights to your next batch of content.
Tracking consistently turns your strategy from guesswork into a growth engine.
Top Tips for Instagram Marketing
With billions of active users, Instagram is a major platform for businesses to market their products and services. However, it can be challenging to stand out from the crowd with so many brands vying for attention.
If you need help getting started, here are our top tips for marketing on Instagram.
1. Run Competitive Research
Even if you’re not currently using Instagram marketing as a strategy, your competitors most likely are.
Start by identifying three to five brands in your niche with active accounts and solid engagement.
Look at what and how often they’re posting and which formats (Reels, carousels, Stories) get the most traction. Notice the tone of their captions, how they respond to comments, and what hashtags they consistently use.
Tools like Sprout Social, Later, or even Instagram’s built-in dashboard can help you track competitor activity and spot trends over time.
2. Post Product Teasers That Will (Gently) Urge People to Buy
What if you could sell more products by posting product teasers on Instagram?
Well, you can.
Instagram is a great place to advertise your products. And if you play your cards right, you won’t annoy or scare users off with advertisements.
The trick is subtlety.
If you’re too pushy, followers will drop like flies. However, product teaser posts are a simple way to spark curiosity without looking like you’re trying too hard.
This works in almost any industry. For example, Starbucks teases its audience by promoting seasonal drinks with sharp imagery without trying to force people to buy them.
When you tease products people are interested in and don’t push them into buying anything, they’ll be more likely to pull the trigger and buy something.
If not, they might at least engage with your post by liking it, commenting on it, or sharing it with a friend.
A good product teaser shows just enough to make people want more. Use strong visuals or behind-the-scenes clips to highlight what makes your product unique without spelling everything out.
So, don’t be afraid to show off the goods by posting product photos. Just do it gently.
3. Practice Instagram SEO to Optimize Your Posts
Instagram has quietly become a search engine of its own. Besides scrolling, people search for content, products, and creators using keywords, hashtags, and topics.
Start by weaving the keywords you found earlier into your captions, alt text, and on-screen text in Reels. Instagram now indexes these areas, which means using natural, descriptive language helps your content show up in relevant searches.
Your username, display name, and bio also play a role. Make sure they clearly reflect your brand and niche. For example, “@JessiesVeganBakery” will always outrank “@JVBakes” for a user searching “vegan bakery.”
Avoid keyword stuffing, but do post with intent. If your audience can search it, say it.
4. Create Sponsored Ads
Instagram ads give brands the reach and precision targeting to get in front of exactly the right audience, even if they don’t follow you yet.
Using Ads Manager, you can run campaigns across feed posts, Reels, and Stories, each tailored to different goals like awareness, traffic, or conversions. Reel ads in particular perform well right now, thanks to high engagement and seamless integration into organic content.
You can start small by boosting your top-performing posts to test which visuals and messages resonate most.
Once you see what works, scale those efforts with targeted campaigns using custom or lookalike audiences.
Focus on clean visuals, short captions, and strong calls to action that feel natural in the feed.
And don’t forget your analytics. Performance data from your ads is a goldmine for refining your content and organic strategy.
Reels help you get discovered. They’re Instagram’s most visible format, with strong algorithmic push and viral potential. Use them in your Instagram marketing strategy to educate, entertain, or inspire. Quick how-tos, behind-the-scenes clips, or shareable tips work especially well.
Stories keep your audience close. They disappear fast, which makes them perfect for time-sensitive content like product launches, polls, or limited-time offers.
The key to success is consistency and repurposing. A single short video can live as a Reel, a Story, a YouTube Short, and even a LinkedIn post.
Keep videos under 30 seconds, add captions for sound-off viewing, and use on-screen text or stickers to guide attention.
6. Partner With Influencers for a Wider Reach
The fastest way to reach potential customers on Instagram is through influencers who already have a large following.
Many people will buy services or products based on what they see in their feeds from the influential people they follow. They trust them.
You don’t need a celebrity or a million followers to make an impact. Nano- or micro-influencers (creators with smaller but more engaged audiences), for example, can be effective because their recommendations feel personal and real.
For instance, La Croix runs campaigns with micro-influencers who post genuine lifestyle content using their product. These smaller creators drive engaged, niche audiences.
The first step is identifying a few influencers with an audience relevant to your product or service. Look for creators who genuinely align with your brand values and audience.
Study how they engage. Are followers commenting, saving, and sharing? That’s the kind of credibility you want to borrow.
Once you’ve found a match, build a relationship, not a one-off post. Offer creative freedom so influencers can present your product in their own voice. That authenticity performs better than scripted ads.
7. Come Up With an Interactive Branded Hashtag
If you want instant engagement, interactive hashtags are a great way to get it.
Customers can then use the tag to post user-generated content. This allows users to search through all posts relating to your brand.
It also lets you easily search through images you might want to consider reposting on your page.
Creating a hashtag that your company (and other users) can search for is essentially free advertising.
Whenever someone posts a photo using the tag, they expose your company to their followers.
Campaigns like #ShotOniPhone (Apple), which has netted more than 31 million posts, show how branded hashtags can extend far beyond a single promotion.
They create recognition and give fans a sense of belonging.
8. Post at The Right Times (and Don’t Over-Post)
Posting at the right time on Instagram matters. However, over-posting is a surefire way to turn off your existing followers.
If all they see is your brand on their news feed, they will probably unfollow you as fast as possible.
However, you want to post consistently to stay in their news feed regularly. One of the best ways to do this is to only post during peak days and hours when your followers are online.
Recent studies from Later and Sprout Social all point to a similar pattern: Engagement peaks mid-morning to early afternoon, Tuesday through Thursday.
Specifically, Later’s 2025 data shows strong performance between 7–9 a.m. and 11 a.m.–1 p.m., while Sprout Social finds Tuesdays to Thursdays, 11 a.m.–6 p.m. to be the sweet spot.
That said, those are benchmarks, not rules. Use Instagram Insights to see when your followers are most active and schedule posts accordingly.
Aim for three to five posts per week, focusing on quality and rhythm. If you’ve got more to share, batch content into carousels or Stories instead of pushing out multiple posts in a row.
Consistency beats frequency every time. Post when it matters, not just because you can.
9. Use User-Generated Content
People trust people more than brands. That’s why user-generated content is one of the most powerful tools in Instagram marketing.
When customers post real photos or videos of your product, they’re giving you social proof money can’t buy. Reposting that content on your feed or Stories builds community and credibility (and helps fill your content calendar).
To encourage UGC, ask followers to share how they use your product with a branded hashtag or tag your account directly. Feature their posts regularly and give credit in captions or Stories. That recognition goes a long way.
Even smaller brands can replicate GoPro’s approach. All it takes is a clear ask and consistent engagement.
10. Build Strong Captions
A great photo or Reel grabs attention, but your caption keeps it.
Captions are where your brand voice comes through. They add context, personality, and a reason for people to engage. The best captions feel natural, not scripted.
Write like you’re talking to a friend, not broadcasting to a crowd.
Start with a strong first line. It’s what shows before the “See more” cutoff. Use it to spark emotion or action. Then add value: Tell a quick story or ask a question that invites responses.
Short captions (under 125 characters) tend to perform better for quick-scrolling users, but don’t be afraid of longer ones when you’re telling a meaningful story. Just keep the tone consistent and conversational.
End with a clear next step—a question, call-to-action, or tag—to turn engagement into connection.
On Instagram, your visuals stop the scroll, but your captions build the relationship.
11. Got Products In Your Content? Tag Them
Instagram marketing has evolved into a full shopping experience, where users can tap a tag, view pricing and details, and buy directly from your post or via your website.
That’s frictionless marketing.
Product tags help your content reach new customers through Instagram’s Shop tab, search, and recommendations, and they also make it easier to track conversions from your posts.
You can tag products in photos, carousels, Reels, and even Stories, linking them to your catalog in Commerce Manager. When paired with influencer or creator posts, product tags create a powerful, connected path from discovery to purchase.
Tagging products turns your organic content into a storefront.
At its core, the algorithm rewards relevance and interaction. It looks at how users behave—what they like, comment on, save, and share—then prioritizes similar content in their feed, Stories, and Reels tabs.
The biggest ranking signals are:
Engagement quality: Saves, shares, and comments weigh more than likes.
Consistency: Accounts that post regularly stay visible.
Relationships: Content from people or brands users interact with most appears first.
Format variety: Using Reels, Stories, and carousels helps signal an active, valuable account.
To work with the algorithm, focus on genuine engagement over volume. Encourage conversation, use relevant hashtags and keywords, and post when your audience is most active.
13. Keep Track of New Updates and Features
Instagram never stops evolving.
The biggest changes on the platform revolve around AI and personalization.
Instagram is testing AI content recommendations that surface posts based on visual themes, tone, and engagement signals, not just hashtags. That means smart captioning, keyword use, and audience insights are more important than ever.
You’ll also see new tools for creators and brands, like AI-generated captions and image editing, expanded product tagging for Reels, and enhanced analytics dashboards that show cross-platform performance.
The platform’s Creator marketplace has also expanded, making influencer partnerships easier to manage directly within Instagram. That’s a huge win for brands running multiple campaigns.
The key is to experiment early. Every new feature gives you a short-term visibility boost while competitors lag behind. Keep an eye on the Meta for Business blog or @creators account. Both regularly preview what’s coming next.
FAQs
What is Instagram marketing?
Instagram marketing is the use of the platform’s tools, features, and content formats to build awareness, connect with customers, and drive sales. It includes everything from organic content (photos, Reels, and Stories) to paid campaigns, influencer partnerships, and user-generated content.
How do I market on Instagram?
Whether you’re a global brand or a local small business, Instagram gives you space to grow your audience and drive real results. Here’s where to start:
Boost what’s working: Promote high-performing posts to reach more of your target audience.
Switch to a Business or Creator account: This unlocks analytics, ads, and call-to-action buttons.
Optimize your profile: Include a clear bio, branded visuals, and a link to your site or store.
Start posting consistently: Mix images, Reels, and Stories to see what connects best.
Engage your community: Respond to comments, run polls, and encourage user-generated content.
Is Instagram marketing effective?
Instagram marketing can be incredibly effective when done correctly. Instagram remains one of the highest-performing social platforms for engagement and return on investment (ROI). According to Sprout Social’s 2025 report, 29 percent of consumers make purchases on Instagram, and Instagram came in second at 22 percent of marketers reporting it as the highest-ROI social channel.
Conclusion
While wading into the world of social media marketing may seem overwhelming, employing these Instagram marketing tips makes your descent simple.
As you grow your following and interact with your target audience, be sure to keep an eye on your metrics. Look at what’s available from the app itself and those from external platforms like Google Analytics.
From there, double down on what works and adjust quickly when things change, because they always do. If you need help scaling, consider partnering with Instagram marketing agencies that specialize in strategy, content, and growth.
