Technology News and Industry Knowledge

I’ve been auditing Google Ads accounts for over 10 years. I can confidently say that the same issues appear in most accounts. The good news? These issues are easy to fix and can quickly improve performance. The five key areas where I consistently find missed opportunities include: Location targeting: A default Google Ads setting can cause your ads to reach users outside your intended area. This is easy to fix and can save you measurable amounts of money. Auto-applied recommendations: Allowing Google to auto-apply changes can lead to costly mistakes. It’s better to review and apply these manually, except in specific cases. Campaign structure: Different structures work best in different situations. Campaign experiments: This underused feature allows you to test and apply changes with minimal risk – yet 90% of accounts overlook it. Performance Max for lead gen: While PMax can drive lead volume, the quality is often low. It works best for ecommerce and is rarely ideal for l...

It’s no longer groundbreaking to say that the SEO landscape is evolving. But this time, the shift is fundamental.  We’re entering an era where search is no longer just about keywords but understanding. At the core of this shift is vector-based SEO. Optimizing for vectors gives websites a major advantage in search engines and overall web presence.  As AI and large language models (LLMs) continue to shape digital experiences, websites that adapt early will stay ahead of the competition. What are vectors? Vectors are a mathematical way for AI to understand and organize information beyond just text. Instead of relying on exact keyword matches, search engines now use vector embeddings – a technique that maps words, phrases, and even images into multi-dimensional space based on their meaning and relationships. Think of it this way: If a picture is worth a thousand words, vectors are how AI translates those words into patterns it can analyze. For SEOs, a helpful analogy i...

No SEO strategy is one-size-fits-all, but there are common practices we follow when helping websites recover from traffic losses or drive growth.  We see these patterns across projects, making them best practices within our agency.  While they may not apply to every situation, they consistently deliver results. Here are the SEO pitfalls to avoid if you want to regain lost traffic or get back on a growth trajectory. 1. Writing blog posts based on keyword search volume Search engines prioritize content written for people because it provides solutions to users’ needs. They might use sitewide classifiers and human reviewers to assess this.  If every page and blog post is created solely to generate traffic based on estimated keyword search volumes, you’ve made it clear you’re prioritizing traffic over user experience (UX).  Anyone can export a list of keywords, questions, People Also Ask results, and phrases with search volume, then churn out blog posts for...

Branded search refers to the results that Google or an LLM (like ChatGPT ) shows when someone searches for your brand name.  Whether you’re a small company or a large, established brand, ranking highly for these queries is essential – but it’s not always easy. If your brand is new or shares its name with other entities (such as a town, a film, or another company), search engines may prioritize other meanings.  Even if your brand name is unique, it takes time for search engines and users to associate it with your business. Optimizing for branded search helps ensure your brand appears prominently and accurately in search results. What are branded keywords? A branded keyword or search is any Google query that includes a company, business, or brand name.  This can also include additional words, known as brand compounds, such as: Company contact (e.g., “Dan’s Timber customer service”). Company careers (e.g., “Dan’s Timber jobs”). Company locations (e.g., “Dan’s Ti...

Success in Google Ads hinges on how well you use your data. With AI-driven features like Smart Bidding, traditional PPC tactics like campaign structure and keyword selection don’t carry the same weight. However, Google Ads provides a goldmine of insights into performance, user behavior, and conversions.  The challenge? Turning that data into action. Enter Google’s BigQuery ML – a powerful yet underused tool that can help you optimize campaigns and drive better results. What is BigQuery ML? BigQuery ML is a machine learning tool within the Google Cloud Platform that lets you build and deploy models directly in your BigQuery data warehouse. What makes it stand out is its speed and ease of use – you don’t need to be a machine learning expert or write complex code. With simple SQL queries, you can create predictive models that enhance your Google Ads campaigns. Why you should use BigQuery ML for Google Ads Instead of relying on manual analysis, BigQuery ML automates and opti...

Today, we’re exploring Google Ads brand settings, specifically brand inclusion and brand exclusion for Search and Performance Max . We’ll cover: What is Brand Inclusion in Google Ads? When should you use Brand Inclusion for Search? What is Brand Exclusion in Google Ads? When should you use Brand Exclusion? How to create and manage brand lists for brand settings Should you use Brand Settings in Google Ads? What is Brand Inclusion in Google Ads? Brand inclusion is a setting that restricts your Search campaign to only show ads on searches for specific brands. In fact, it used to be called “brand restriction.” You can include your own brand, competitors’ brands, or whatever brands you’d like. When should you use Brand Inclusion for Search? Brand inclusion only works with Search campaigns that use the broad match keywords setting. Practically, this means that the brand inclusion setting lets you run branded search campaigns or competitor conquesting campaigns using broad...

Google will now associate your booking links it finds in your Google Business Profiles automatically with your Google Local Service Ads. And when a searcher fills out that booking link, that will be charged to your ads account as Google would charge you for a phone call or message within Local Service Ads. What is changed. Google said that starting yesterday, February 25, 2025, if Google detects a booking link associated with your Google Business Profiles, Google will start showing those booking links on your Local Service Ads. Google said you will be charged for those bookings like you would be charged for calls or messages through Local Service Ads. Why this is bad. I mean, if you want this, sure, this is a good thing. But this can be bad for advertisers for a few reasons: (1) Google has automatically opted you in to this, and you need to manually opt out. So some advertisers might have no clue they were opted in (although emails did go out notifying them). (2) Often, booking...

When most businesses start an SEO program, their primary goal is growth – more organic traffic, higher rankings, and increased revenue.  But in today’s search landscape, maintaining your visibility is just as important. With the rise of AI-driven search, AI Overviews , and zero-click results, organic growth is harder to achieve.  Nearly 60% of Google searches end without a click – so where will future growth come from? The reality is that without ongoing SEO efforts, organic traffic will decline.  To survive, businesses must see SEO not just as a growth engine, but as a way to protect and maintain their existing organic visibility. This article makes the case – and provides real-world examples – for why defending and maintaining traffic must be a key consideration when evaluating the value of an SEO campaign. The cost of inaction One of the biggest misconceptions in marketing is the belief that organic visibility will remain steady without ongoing SEO inve...