Search Engine Land

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-800x457.png" class="attachment-large size-large wp-post-image" alt="Tik logo on black background" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-800x457.png 800w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-1536x878.png 1536w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></div>TikTok is highlighting the discovery modes that power community-driven search ecosystems to show what brands will miss if the app is banned.

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-800x457.png" class="attachment-large size-large wp-post-image" alt="Tik logo on black background" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-800x457.png 800w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2-1536x878.png 1536w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-2.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>TikTok is positioning itself as a prime destination for search discovery, touting its community-driven approach as a key differentiator from traditional search engines.</p>



<p><strong>New insights. </strong>TikTok <a href="https://www.tiktok.com/business/en/blog/discovery-search-brands-break-through">released new insights</a> emphasizing the platform&#8217;s role in driving discovery across the marketing funnel:</p>



<ul>
<li>61% of TikTok users discover new brands/products on the app, 1.5x more than other platforms.</li>



<li>1 in 2 users go to TikTok to research products or brands.&nbsp;&nbsp;</li>



<li>91% of those inspired by the TikTok search followed through with an action.</li>



<li>TikTok users are 1.5x more likely to discover and immediately purchase something.</li>
</ul>



<p><strong>Why we care:</strong> As TikTok evolves into a lifestyle platform blending entertainment, community and commerce, its ability to facilitate discovery throughout the consumer journey makes it an increasingly effective touchpoint for digital marketing strategies that would leave a massive gap if TikTok were banned.&nbsp;</p>



<p><strong>Between the lines.</strong> TikTok is spotlighting three core &#8220;discovery modes&#8221; that power its search ecosystem:</p>



<ol>
<li>Swipe to Discover (the For You feed)&nbsp;</li>



<li>Tap to Discover (likes, follows, video details)</li>



<li>Search to Discover (text-based queries)</li>
</ol>



<p>TikTok claims its visual, community-driven approach delivers more entertaining (41%), authentic (28%) and concise (25%) search results than traditional engines.</p>



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<p><strong>Why now.</strong> TikTok is not happy with the US government. TikTok and parent company ByteDance have <a href="https://apnews.com/article/tiktok-3b4c1fa44c89d4568d26f1c7caf303ec">filed a lawsuit challenging a new U.S. law</a> that would ban the popular video-sharing app unless sold to an approved American buyer, arguing the law unfairly singles out TikTok and is an unconstitutional attack on free speech. </p>



<p>The lawsuit asserts that the law vaguely portrays TikTok&#8217;s Chinese ownership as a national security threat without evidence and that requiring a complete sale and separation from ByteDance is technologically impossible.&nbsp;</p>



<p>TikTok claims the law leaves no choice but a U.S. shutdown by January 2024 since it can&#8217;t operate independently from the global platform.</p>



<p><strong>The big picture.</strong> As the fight to keep its current structure ensues, TikTok is vying for a central role in product discovery by showcasing how its community-powered recommendations can effectively inspire audiences and drive conversions across the entire funnel.</p>

TikTok is positioning itself as a prime destination for search discovery, touting its community-driven approach as a key differentiator from traditional search engines.
New insights. TikTok released new insights emphasizing the platform’s role in driving discovery across the marketing funnel:
61% of TikTok users discover new brands/products on the app, 1.5x more than other platforms.
1 in 2 users go to TikTok to research products or brands.  
91% of those inspired by the TikTok search followed through with an action.
TikTok users are 1.5x more likely to discover and immediately purchase something.
Why we care: As TikTok evolves into a lifestyle platform blending entertainment, community and commerce, its ability to facilitate discovery throughout the consumer journey makes it an increasingly effective touchpoint for digital marketing strategies that would leave a massive gap if TikTok were banned. 
Between the lines. TikTok is spotlighting three core “discovery modes” that power its search ecosystem:
Swipe to Discover (the For You feed) 
Tap to Discover (likes, follows, video details)
Search to Discover (text-based queries)
TikTok claims its visual, community-driven approach delivers more entertaining (41%), authentic (28%) and concise (25%) search results than traditional engines.

					
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Why now. TikTok is not happy with the US government. TikTok and parent company ByteDance have filed a lawsuit challenging a new U.S. law that would ban the popular video-sharing app unless sold to an approved American buyer, arguing the law unfairly singles out TikTok and is an unconstitutional attack on free speech. 
The lawsuit asserts that the law vaguely portrays TikTok’s Chinese ownership as a national security threat without evidence and that requiring a complete sale and separation from ByteDance is technologically impossible. 
TikTok claims the law leaves no choice but a U.S. shutdown by January 2024 since it can’t operate independently from the global platform.
The big picture. As the fight to keep its current structure ensues, TikTok is vying for a central role in product discovery by showcasing how its community-powered recommendations can effectively inspire audiences and drive conversions across the entire funnel.

TikTok is highlighting the discovery modes that power community-driven search ecosystems to show what brands will miss if the app is banned.

TikTok highlights its value to brands and search experience

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-800x458.png" class="attachment-large size-large wp-post-image" alt="Reddit logo on yellow background" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-1536x879.png 1536w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></div>Reddit sees advertising against over 1 billion monthly user searches as an untapped high-intent monetization opportunity.

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-800x458.png" class="attachment-large size-large wp-post-image" alt="Reddit logo on yellow background" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog-1536x879.png 1536w, https://searchengineland.com/wp-content/seloads/2024/05/SEL-Blog.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Reddit is exploring monetizing its search results pages, teasing a significant untapped opportunity for the popular online forum.</p>



<p><strong>Logical next step</strong>. With over 1 billion monthly searches on the platform, Reddit sees advertising against user searches as a logical next step to improve monetization after enhancing the core search experience.</p>



<ul>
<li>Reddit has also <a href="https://searchengineland.com/reddit-google-ai-content-licensing-deal-437782">long benefited from Google search traffic</a>, with indexed Reddit content attracting new users actively seeking information and communities.</li>
</ul>



<p><strong>Why we care. </strong>Reddit venturing into search ads could present a lucrative opportunity to target users with high intent.&nbsp;Advertisers will get the diversity in available platforms they crave as signs of decreasing Google trust levels prevail. </p>



<p><strong>What they&#8217;re saying.</strong> Steve Huffman, CEO of Reddit, said on the company&#8217;s latest earnings call:</p>



<ul>
<li>&#8220;There are no ads today on search result pages. But that&#8217;s a very high-performing product elsewhere on the internet. And I think there&#8217;s no reason to believe that it wouldn&#8217;t be for Reddit because the intention is so explicit when users are searching.&#8221; </li>
</ul>



<p><strong>State of play.</strong> Reddit is first focused on upgrading its search functionality with improved back-end performance, autocomplete, and a revamped user interface slated for this year.</p>



<ul>
<li>The company believes nailing the search user experience is crucial before exploring monetization options like search ads.</li>



<li>As it improves discovery and leverages explicit search intent signals, the platform sees advertising as a natural complement.</li>
</ul>



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<p><strong>What&#8217;s next?</strong> While no firm timeline was provided, Reddit appears committed to extracting more value from its massive search volume by opening up ad inventory once its revamped search product takes shape.</p>

Reddit is exploring monetizing its search results pages, teasing a significant untapped opportunity for the popular online forum.
Logical next step. With over 1 billion monthly searches on the platform, Reddit sees advertising against user searches as a logical next step to improve monetization after enhancing the core search experience.
Reddit has also long benefited from Google search traffic, with indexed Reddit content attracting new users actively seeking information and communities.
Why we care. Reddit venturing into search ads could present a lucrative opportunity to target users with high intent. Advertisers will get the diversity in available platforms they crave as signs of decreasing Google trust levels prevail. 
What they’re saying. Steve Huffman, CEO of Reddit, said on the company’s latest earnings call:
“There are no ads today on search result pages. But that’s a very high-performing product elsewhere on the internet. And I think there’s no reason to believe that it wouldn’t be for Reddit because the intention is so explicit when users are searching.” 
State of play. Reddit is first focused on upgrading its search functionality with improved back-end performance, autocomplete, and a revamped user interface slated for this year.
The company believes nailing the search user experience is crucial before exploring monetization options like search ads.
As it improves discovery and leverages explicit search intent signals, the platform sees advertising as a natural complement.

					
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What’s next? While no firm timeline was provided, Reddit appears committed to extracting more value from its massive search volume by opening up ad inventory once its revamped search product takes shape.

Reddit sees advertising against over 1 billion monthly user searches as an untapped high-intent monetization opportunity.

Reddit eyes potential in search ads following Google traffic gains

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/02/openai-google-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Google OpenAI" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/02/openai-google-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>OpenAI may be getting closer to launching its ChatGPT product that searches the web and cites sources when answering questions.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/02/openai-google-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Google OpenAI" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/02/openai-google-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2023/02/openai-google.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>All signs point to ChatGPT launching a search feature soon. When? That remains the big question. </p>



<p><strong>Rumor has it. </strong>OpenAI is developing a ChatGPT feature that searches the web and cites sources in its results, <a href="https://www.bloomberg.com/news/articles/2024-05-07/openai-is-readying-an-ai-search-product-to-rival-google-perplexity">Bloomberg</a> reported (subscription required):</p>



<blockquote class="wp-block-quote">
<ul>
<li>&#8220;The feature would allow users to ask ChatGPT a question and receive answers that use details from the web with citations to sources such as Wikipedia entries and blog posts &#8230; One version of the product also uses images alongside<strong> </strong>written responses to questions, when they’re relevant. If a user asked ChatGPT how to change a doorknob, for instance, the results might include a diagram to illustrate the task&#8230;&#8221;</li>
</ul>
</blockquote>



<p><strong>And.</strong> &#8220;OpenAI has been aggressively trying to poach Google employees for a team that is working hard to ship the product soon,&#8221; according to <a href="https://www.theverge.com/2024/5/7/24151616/openai-is-entering-the-search-game">the Verge</a>.</p>



<p><strong>Why we care.</strong> Search has quickly evolving in a new direction since the emergence of generative AI – with OpenAI seemingly perceived to be ahead of Google in many ways (not yet including Search), even though ChatGPT&#8217;s user base is still much smaller than Google. However, there is clearly growing frustration with all aspects of Google – from the quality of Search results to its abundance of advertising. Not to mention Google&#8217;s alleged monopolistic practices that have <a href="https://searchengineland.com/doj-google-search-ad-price-manipulation-440207">hurt advertisers</a>, users and competitors.</p>



<p><strong>X things we know about ChatGPT search.</strong> ChatGPT doesn&#8217;t want to copy Google&#8217;s model or layout (he hates ads). OpenAI CEO Sam Altman said as much earlier this year:</p>



<ul>
<li>&#8220;I don’t think the world needs another copy of Google,&#8221; Altman said.</li>
</ul>



<p>ChatGPT&#8217;s version of Search wouldn&#8217;t be traditional, or classic, general web search. Altman&#8217;s vision is integrating ChatGPT with Search:</p>



<ul>
<li>“…We are interested in how to do that well. That would be an example of a cool thing. I don’t think anyone has cracked the code on yet. I would love to go do that. I think that would be cool,” Altman said.</li>
</ul>



<p><strong><em>Dig deeper. <a href="https://searchengineland.com/is-chatgpt-google-search-killer-438643">Is ChatGPT the Google Search killer we’ve been expecting?</a></em></strong></p>



<p><strong>Other ChatGPT search developments.</strong> We first heard <a href="https://searchengineland.com/open-ai-search-product-437563">rumors about OpenAI&#8217;s search product</a> in February. Other stories Search Engine Land has covered:</p>



<ul>
<li>ChatGPT recently made <a href="https://searchengineland.com/chatgpt-prominent-links-438901">links more prominent for ChatGPT Plus</a> subscribers.</li>



<li><a href="https://searchengineland.com/gptbot-openais-new-web-crawler-430360">OpenAI launched its web crawler, GPTBot</a>, in August. </li>
</ul>



<p><strong>More evidence.</strong> search.chatgpt.com appeared in the log files for some servers, as reported In <a href="https://www.seroundtable.com/openai-to-launch-search-engine-37319.html" target="_blank" rel="noopener">Report: OpenAI To Launch Search Engine</a> on Search Engine Roundtable by Barry Schwartz. There were rumors that ChatGPT&#8217;s search product would launch as early as tomorrow (May 9), but that seems unlikely at this point.</p>


All signs point to ChatGPT launching a search feature soon. When? That remains the big question. 
Rumor has it. OpenAI is developing a ChatGPT feature that searches the web and cites sources in its results, Bloomberg reported (subscription required):
“The feature would allow users to ask ChatGPT a question and receive answers that use details from the web with citations to sources such as Wikipedia entries and blog posts … One version of the product also uses images alongside written responses to questions, when they’re relevant. If a user asked ChatGPT how to change a doorknob, for instance, the results might include a diagram to illustrate the task…”
And. “OpenAI has been aggressively trying to poach Google employees for a team that is working hard to ship the product soon,” according to the Verge.
Why we care. Search has quickly evolving in a new direction since the emergence of generative AI – with OpenAI seemingly perceived to be ahead of Google in many ways (not yet including Search), even though ChatGPT’s user base is still much smaller than Google. However, there is clearly growing frustration with all aspects of Google – from the quality of Search results to its abundance of advertising. Not to mention Google’s alleged monopolistic practices that have hurt advertisers, users and competitors.
X things we know about ChatGPT search. ChatGPT doesn’t want to copy Google’s model or layout (he hates ads). OpenAI CEO Sam Altman said as much earlier this year:
“I don’t think the world needs another copy of Google,” Altman said.
ChatGPT’s version of Search wouldn’t be traditional, or classic, general web search. Altman’s vision is integrating ChatGPT with Search:
“…We are interested in how to do that well. That would be an example of a cool thing. I don’t think anyone has cracked the code on yet. I would love to go do that. I think that would be cool,” Altman said.
Dig deeper. Is ChatGPT the Google Search killer we’ve been expecting?
Other ChatGPT search developments. We first heard rumors about OpenAI’s search product in February. Other stories Search Engine Land has covered:
ChatGPT recently made links more prominent for ChatGPT Plus subscribers.
OpenAI launched its web crawler, GPTBot, in August. 
More evidence. search.chatgpt.com appeared in the log files for some servers, as reported In Report: OpenAI To Launch Search Engine on Search Engine Roundtable by Barry Schwartz. There were rumors that ChatGPT’s search product would launch as early as tomorrow (May 9), but that seems unlikely at this point.

OpenAI may be getting closer to launching its ChatGPT product that searches the web and cites sources when answering questions.

ChatGPT search feature rumors heating up

<div><img width="800" height="451" src="https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-800x451.jpg" class="attachment-large size-large wp-post-image" alt="Save your spot today!" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-800x451.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-1536x866.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Navigating March 2024 updates for content creation, link building, and SEO success

<div><img width="800" height="451" src="https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-800x451.jpg" class="attachment-large size-large wp-post-image" alt="Save your spot today!" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-800x451.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-1536x866.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<figure class="wp-block-image size-large"><a href="https://www.bigmarker.com/third-door-media/Surviving-and-Thriving-in-the-New-Google?utm_bmcr_source=sel-post"><img decoding="async" width="800" height="451" src="https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-800x451.jpg" alt="Save your spot today!" class="wp-image-438704" srcset="https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-800x451.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1-1536x866.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/03/Live-webinar-RSVP-today-1.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure>



<p>March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results. How did your website fare?</p>



<p>Join us for an <a href="https://www.bigmarker.com/third-door-media/Surviving-and-Thriving-in-the-New-Google?utm_bmcr_source=sel-post">insightful webinar</a> as we delve into the seismic shifts brought about by Google&#8217;s March 2024 updates and explore strategies to not just survive but thrive in this dynamic digital landscape. In this session, we&#8217;ll dissect the implications of the latest algorithm changes on content creation, link building, and SEO practices.</p>



<p>Register now for <a href="https://www.bigmarker.com/third-door-media/Surviving-and-Thriving-in-the-New-Google?utm_bmcr_source=sel-post"><strong>Surviving and Thriving in the New Google: Navigating March 2024 Updates for Content Creation, Link Building, and SEO Success</strong></a> to secure your spot and unlock the secrets to thriving in the new Google era.</p>


March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results. How did your website fare?
Join us for an insightful webinar as we delve into the seismic shifts brought about by Google’s March 2024 updates and explore strategies to not just survive but thrive in this dynamic digital landscape. In this session, we’ll dissect the implications of the latest algorithm changes on content creation, link building, and SEO practices.
Register now for Surviving and Thriving in the New Google: Navigating March 2024 Updates for Content Creation, Link Building, and SEO Success to secure your spot and unlock the secrets to thriving in the new Google era.

Navigating March 2024 updates for content creation, link building, and SEO success

Surviving and thriving in the new Google by Edna Chavira

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/05/PPC-landing-pages-Why-your-post-click-experience-deserves-more-attention-800x450.png" class="attachment-large size-large wp-post-image" alt="PPC landing pages: Why your post-click experience deserves more attention" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/05/PPC-landing-pages-Why-your-post-click-experience-deserves-more-attention-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/05/PPC-landing-pages-Why-your-post-click-experience-deserves-more-attention-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/05/PPC-landing-pages-Why-your-post-click-experience-deserves-more-attention-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/05/PPC-landing-pages-Why-your-post-click-experience-deserves-more-attention-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/05/PPC-landing-pages-Why-your-post-click-experience-deserves-more-attention-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/05/PPC-landing-pages-Why-your-post-click-experience-deserves-more-attention.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Ads get you traffic, but landing pages get you customers. Stand out from competitors by mastering the often-overlooked post-click experience.

Ads get you traffic. Landing pages get you customers.
The post-click experience remains underrated in the grand scheme of PPC marketing.
Many advertisers focus so extensively on ad campaigns that they neglect the experience on their website or landing page – which is where a sale is made or a lead generated – and all the other touchpoints that follow.
To win new business and retain that hard-earned revenue, you must expand your scope to include what happens after ad clicks.
In this article, I’ll walk you through:
My own tried-and-tested landing page philosophy.
How to improve the lead-gen post-conversion experience.
How to improve the ecommerce post-conversion experience.
Why you should take the post-click experience seriously.
Best practices to build and optimize landing pages
Most advertisers and agencies typically specialize in either ecommerce or lead-gen campaigns, but there’s a generous amount of knowledge crossover between the two.
At my agency, we were doing landing pages for ecommerce clients long before they became commonplace, as they are today. Because of my experience with lead-gen campaigns and seeing how impactful landers could be, we were able to learn from one discipline and apply it to the other.
That mentality is critical in today’s paid media landscape.
Here’s what I’ve learned about landing pages for both ecommerce and lead gen.
Keep designs responsive across devices
Smartphones accounted for 78% of B2C ecommerce traffic and 66% of orders as of Q4 2023. So before you do anything else with your landing pages, make sure they’re responsive across devices, with particular emphasis on mobile.
Page elements should load quickly and be in the space you’ve assigned them. The longer a visitor has to wait, the more likely they are to leave.
Copy, visuals, forms and other elements should render and work as intended. Buttons should be easy to press and spaced enough so that visitors don’t accidentally tap another element.
Design and layout should look and feel natural to the smartphone form factor. Present all the key and primary information above the fold, including your call to action.
Keep your navigation simple. A logo going to your website is fine, but no other links. The goal is to reduce clutter. Ask yourself if each element is truly needed.


Some landing page inspiration for your Monday:
– No navigation elements
– All necessary info above the fold
– CLEAR CTAs
– Small timer for urgency
Smooth, simple, and crushing for us
Test this structure with your next LP – there will be a clear winner. pic.twitter.com/KrGW4IHVAR
— Ash (@ashvinmelwani) March 4, 2024





Test and iterate your most impactful elements
There are a handful of elements I like to focus on when building, testing or optimizing our landing pages:
Headline and copy: Pick clear over clever every day of the week. State in very plain language what you do and for whom and match both your ad and keyword intent.
Social proof: Display credibility above the fold. Customer reviews, links to review sites and media or industry accreditations build trust with visitors.
Offer, form and call to action: Make forms prominent, easy to fill and only as many fields as needed. For call conversions, a clear CTA is a must with tracking.
You can (and should) include content below the fold so that as people scroll, they can learn more about the business, what it does, the solution and its benefits. Intersperse that with CTAs between sections.
While you might see incremental gains by testing those elements lower in the page, if your budget is limited or you have other constraints, you might probably achieve more by:
Highlighting new pain points with your messaging.
Testing different styles of images or visuals.
Using clear social proof that calls out value immediately.
Trying a new offer or positioning the same offer differently.
Writing calls to action that make readers feel confident.


Nailing your landing page's first fold will make you money at will. 
But many haven’t realized its full potential. 
Standing out is easy if you understand: 
• Visual Narrative
• You-Driven writing 
• Cognitive conversion triggers  
If I were Coursera, this is how I’d do… pic.twitter.com/PQPpJKZVrp
— Elias Mas | Web Design & CRO  (@eliasmas_tw) September 27, 2023





Approach copy and design with the right mindset
When the text and visual elements of your landing page work together harmoniously, this typically reflects in campaign performance.
Clicking on an ad that interests you, being met with a visually exciting page, discovering that the product is what you wanted, reading through an offer that makes you feel understood as a customer – it’s tough to walk away from that if you have a genuine need for what’s being sold.
But if your team has to prioritize one skill over the other, pick copywriting.
Landing pages succeed all the time with simple yet functional design and outstanding messaging, but they rarely perform to satisfaction when they look stunning without much substance in the offer and message.
Just don’t neglect design, especially mobile responsiveness.
Deliver what the ad promised
“What you see is what you get.” This should be your mantra when it comes to landing pages so that what people see in the ad is what they see on the landing page.
If you advertise for pest control but your landing page talks about repairing foundational damage from termites, it won’t convert well. Even though pest control is technically part of your offer, it doesn’t match the reason someone would click on the ad.
This is amplified in paid search, where your ad is shown mostly to people who are actively searching for what you’re selling or for related terms.
And as a customer, few things are as frustrating as clicking on an enticing ad, only to find out that what they wanted:
Is out of stock.
Costs more than advertised.
Isn’t authentic or real.
Will take too long for fulfillment.
Doesn’t match what your page is selling.


Bonus Point: Your Landing Page
Did you turn off pop-ups? Does the landing page copy match your ads? What about your emails? Having a consistent tone gets lost by some brands.
This is the beggining, not the end. Let your brand's personality shine.
Don't use FB Lead Gen Ads 
— Duane Brown  4x Vax'ed! (@duanebrown) January 14, 2021





Use the first post-conversion moment to set expectations
Once a click moves from your ad to your landing page, the last thing you want is to bombard them with popups and offers that interfere with their experience. It might be a paid funnel, but it should still feel organic.
What happens immediately after your visitor converts – either through a purchase or exchange of information – sets the tone for how they perceive your business. In many cases, it can have a strong correlation with lifetime value.
Many businesses opt for a simple confirmation message or neglect it outright. This is where you can stand out and create a positive experience.
Compare a simple experience:
Purchase completed.
Simple popup shows confirming order.
SMS update when order is shipped.
With something richer and more crafted:
Purchase completed.
Redirected to a new page about the brand’s values (e.g., committed to sustainability).
Email with confirmation, order details and thank you message.
SMS updates as the order is dispatched, shipped, out for delivery, etc.


This is the best feature of mainstream news sites.
Whenever I'm about to waste my time on some clickbait article, this Jenga stack of pop-ups shows up, and I go away. pic.twitter.com/gJ3giSiVRF
— Daniel Vassallo (@dvassallo) May 1, 2024





Building a better post-conversion experience for lead gen
Lead gen advertisers get the short end of the stick when it comes to paid media because a “conversion” in the ad account still needs to be nurtured and converted by a sales or growth team.
However, this also means more touchpoints and more time to earn their trust and confidence. Here’s my advice for a smooth lead-gen funnel to follow an online conversion.
Make sure sales and marketing are aligned
The handshake between marketing and sales determines how well your prospects feel taken care of and considerably impacts conversion rates. No one wants to have the same conversation with a business repeatedly, even if they speak to several teams or reps.
Some signs that your go-to-market strategy might be fragmented include:
Marketing using the same messaging with all leads from all campaigns.
Sales taking days or weeks to follow up with new leads.
Lack of agreement on how to define marketing-qualified or sales-qualified leads.
I’ve spoken to many business owners whose marketers and sales reps invest large budgets in paid media, call their leads once, don’t get through to anybody and then move on. You’ve got to try harder than that to succeed.
I’m always surprised that they’re happy to pay $150 to get the phone number of someone who wants what they’re offering, but they stop at the first hurdle.
SaaS companies tend to be a bit more savvy about revenue alignment, but the bulk of lead gen advertisers on Google and Meta are service businesses that focus almost exclusively on their area of expertise.
As an agency, it’s a wonderful opportunity to influence that post-conversion process and position yourself as a true growth partner.


B2B marketers must prioritize sales and marketing alignment for successful demand generation in 2023. xiQ's platform can help run demand gen campaigns, nurture leads, and deliver leads to sales. 
 Book a Demo: https://t.co/AYzfkEnuiK pic.twitter.com/4fyAU6RLIZ
— xiQ Inc. (@xiqinc) May 1, 2023





Address your customers’ objections proactively
Half the battle in lead-gen is knowing what your leads will have a problem with and equipping your sales team to proactively break down those objections. This might look like:
Landscaping services → effect of chemicals on lawn and soil.
Enterprise software → data security or onboarding.
Electricians → availability and experience level.
Advertising can help speed up this process. Overcoming objections is a critical function of any good landing page. It also benefits marketing and sales teams.
By generating a higher proportion of qualified leads who are already aware that you can address their needs and concerns, their work is cut out for them, and they can focus on attaining a higher close rate.
Use marketing automation to improve lead quality
Marketing automation and CRM tools can be game-changers when it comes to lead qualification and engagement.
For many of our clients, we set up the free version of HubSpot so that they can get more value out of the leads we help generate:
Understand which leads are qualified buyers vs. still exploring.
Set up automated email sequences to nurture or re-engage leads.
Send lead value by pipeline stage back to Google Ads to improve quality of future leads.
Up to the point where we start collaborating with them, these businesses source their leads whenever they happen to land in their inbox or their phone rings.
Many of them don’t know that there are levels to the quality of their leads or that they can actively influence that and I believe it’s part of the agency’s role to educate them how.


3⃣ Set up CRM integration 
Whatever your conversion type, you want Google to know which leads turn out to be valuable and which don’t. If you do that, it can identify certain audience signals with each category and drive better leads. pic.twitter.com/4LTQKZgbfi
— Menachem Ani (@MenachemAni) February 14, 2023





Respect the sales cycle
Let’s say I decided to buy some audio equipment, but I’m not an expert on this subject.
I click on an exciting ad about custom home theaters and download their guide on how to build my own setup, giving them my name, number and email during the process.
One of three things will typically happen:
I never hear from that business again.
I hear from them once, but it’s an aggressive sales push that makes me second-guess my decision.
I receive a series of thoughtful emails explaining the difference between 5.1 and 7.1 setups, which rig is right for which settings, how to evaluate manufacturers, etc. Each email contains a link to book time with an expert whenever I’m ready. When I speak to the rep, they first ask me where and how I plan to use the setup, not whether I’m ready to place an order.
The first business never had a chance, and the second one made me feel pressured to buy before I was ready, but the third one won my confidence over the course of a few weeks – and eventually, my order.
That’s because lead-gen micro-conversions (like form submissions) are generally equivalent to people asking for help and not always reflect immediate or urgent purchase intent.
If you provide that help and support, people feel reassured and when they’re ready to buy, you’re at the top of their consideration set. And it’s generally when the buyer is ready that a sale happens.

					
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Building better post-click and post-conversion experiences for ecommerce
The ultimate priorities for ecommerce brands are generating net new revenue and expanding to new audiences and ads are far from the only asset that can influence those figures.
When it comes to post-click experiences for ecommerce, companies like Fermat are at the forefront of what it means to think about the customer’s entire journey.
What happens after they click through, after they make a purchase, how you get them to increase their order size or become repeat customers – it all contributes to the growth and profit of the brand as a whole.
Gamify the shopping experience
Adding a layer of gamification to your ads and landing pages makes the process feel less like a sales pitch (which it always is to some degree) and more like a fun activity. This might manifest in formats such as:
Create your own box/bundle.
Interactive engagement drivers.
Polls, quizzes and games.
Psychologically, the personalization and the time invested in engaging with these types of ads and landing pages can positively impact conversion rates.
If I feel like a product or offer has been custom-made for me, there’s a higher chance I’ll buy it than a more generic offer.


Ok DTC marketers, let's play a game….
Let's see if you can match the spend level to the gamified iteration.
A – $77,859
B – $4,917
C – $960
1. Word jumble
2. Word search
3. Eye spy
So your answer might be "A1 B3 C2", or something like that.
Right answers will win some… pic.twitter.com/tXDIJ9vMDL
— Jess @ FireTeam  An agency on fire… (@HireFireTeam) April 22, 2024





Be proactive with no-stock situations
Sometimes, you send a click to a page for a product that’s out of stock – it happens. But it shouldn’t be the norm and it shouldn’t be the end of the story.
Depending on the product’s popularity, the success of the ad creative and the speed with which you expect to restock, you may decide not to pause or otherwise mess with a working setup.
In that scenario, a temporary banner explaining when the product will be back in stock is a proactive measure that makes customers feel like they haven’t been misled.
You can also collect emails or phone numbers to notify them when the product is available again and optionally direct them to explore products other customers also tend to be interested in.
You should consider pausing ads for non-bestseller products or items where you don’t know when you’ll be back in stock.
Use the first order to get feedback
Once the customer receives their first order, it is a great time to get honest feedback (if you want it). NPS and multiple-choice surveys can uncover important information, such as whether:
Your product lived up to the hype
Your shipping partner is holding up their end of the deal
Your packaging needs improvement
By following up and asking for their input to improve your products or experience, you don’t come across as pushing for more of their money before they’ve had a chance to make up their mind.
Throw in a free gift to cement that extra bit of goodwill!


We use QR code stickers on first purchase to offer a free gift and ask them to fill out a short post-purchase survey to claim the gift. We might mix up with box inserts as well since handle most our own fulfillment. Then we segment post purchase communication not only for the…
— Huy Nguyen (We Win) (@nguyeningonline) April 24, 2024





Use email to cement lifetime value
DTC ecommerce loves its email marketing – and with good reason.
The nature of selling physical products with profit margins means that you don’t always recover acquisition costs with the first order. Subsequent sales – often for larger volumes or more expensive products – are where brands generate profit:
Subscriptions.
Bundles and packages.
Gifting and seasonal hampers.
Email is a great way to deliver follow-up offers tailored to an individual’s preferences and buying habits. You can reach dozens, hundreds and even thousands of similar customers while making each feel like the offer was built just for them.
And the more successful those emails are, the more data you accumulate, so the next round of emails can be even more customized.
Get the timing of your offers right
One of the quickest ways ecommerce brands tank lifetime value is by getting greedy.
Offering a discount coupon right after someone places their first order is a classic example of how not to roll out your offers.
Your customers haven’t had a chance to decide whether they’re happy with the first thing they bought from you, so it comes off as presumptive.
Psychologically, it has the added effect of making a customer feel like you held out on them and, therefore, less likely to do business with you again.


Stop sending coupons right after purchase…
Too often I see brands pushing for the 2nd sale before the customer has received their first order. 
Just because their first order has shipped, does not mean your customer is ready to buy again…
Even if you send a 10% off discount…
— Jimmy Kim (@yojimmykim) February 24, 2023





The value of investing in the post-click experience
Ad platform automation isn’t going anywhere. Fortunately for advertisers, it’s getting better too.
That also means that every single one of your competitors has access to the same tech stack and strategies as you do when it comes to what happens in the ad account.
So, where do you create differentiation? Outside the account: your landing pages and everything that comes after it. It’s here that you need to invest time, technology and effort so that you can reap benefits such as:
Improving conversion rate.
Maximizing customer lifetime value.
Inspiring confidence in your brand or business among buyers.
Earning the right to upsell after a positive first experience.
Avoiding this process because it will take an additional budget (or divert it from the ads) ignores the long-term consequences of stagnating.
On the other hand, if simply having a post-click experience can be a differentiator, imagine how strong of a moat an excellent one would be.
Dig deeper: 5 tips for creating a high-converting PPC landing page

Ads get you traffic, but landing pages get you customers. Stand out from competitors by mastering the often-overlooked post-click experience.

PPC landing pages: How to craft a winning post-click experience

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/05/The-SEO-UX-paradox-Achieving-visibility-without-sacrificing-user-delight-800x450.png" class="attachment-large size-large wp-post-image" alt="The SEO-UX paradox: Achieving visibility without sacrificing user delight" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/05/The-SEO-UX-paradox-Achieving-visibility-without-sacrificing-user-delight-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/05/The-SEO-UX-paradox-Achieving-visibility-without-sacrificing-user-delight-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/05/The-SEO-UX-paradox-Achieving-visibility-without-sacrificing-user-delight-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/05/The-SEO-UX-paradox-Achieving-visibility-without-sacrificing-user-delight-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/05/The-SEO-UX-paradox-Achieving-visibility-without-sacrificing-user-delight-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/05/The-SEO-UX-paradox-Achieving-visibility-without-sacrificing-user-delight.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>SEO doesn't have to undermine UX. Learn how to create user-centric experiences that resonate with users and satisfy search engines.

SEO and user experience (UX) are critical components of modern digital marketing strategies. While SEO focuses on improving a website’s visibility in search engine results, UX aims to optimize the overall experience for users visiting the site. 
At first glance, these two objectives may seem contradictory. However, as search engines like Google continue to prioritize user satisfaction, the lines between SEO and UX are blurring. 
This article explores the SEO-UX paradox and how businesses can achieve visibility and user delight through a holistic approach that aligns with search engine algorithms and human needs.
Investing in UX and SEO
Every $1 invested in UX delivers a return of $100, according to a Forrester report. There are mixed reports on the return for SEO ranging from $3 to $5 for every $1 spent. 
Understandably, the impact for UX is much greater, as UX is focused on optimizing the experience to drive better results. Still, without SEO, the website could be missing the traffic required to convert. Therefore, focusing on both SEO and UX within your digital marketing strategy is critical. 
In recent years, Google has made SEOs’ lives much easier by focusing on UX through E-E-A-T and Core Web Vitals. Both initiatives focus on user experience, and although they are not the critical component of the algorithm, they are still factors to consider.
Why you should focus on delighting your users
Delighting users should be a core focus for all websites. When you delight a user, you create a much stronger opportunity for that user to buy from your business or continue to interact and advocate for your business. 
From a psychological perspective, there is a cognitive bias known as “the peak-end rule.” The peak-end rule refers to the fact that, as humans, we are much more likely to remember the peak (emotionally) of an experience and the end of it. 
So whether that be a frustrating or disappointing experience like this:

Or, a really fantastic, happy experience like this:

Many purchases include a digital element or are solely completed online. So, if your website makes it hard for the user to find what they are looking for or the site does not work well on the device they are using, you could be creating the wrong type of memories that will be hard to erase. 
With this in mind, we know our lasting impression can be influenced by the highest point of emotion, so we need to design journeys that bring joy during and in conclusion to our audience.
Dig deeper: 4 SEO tips to elevate the user experience
What can SEOs do to ensure we delight our audience?
As an SEO, your goal is to optimize your website to meet users’ needs when they search online. Understanding user intent is key to this. Simply driving traffic isn’t enough; you must provide value by aligning with what users are searching for. 
If you prioritize your own agenda over user needs, you can frustrate them and harm your brand’s reputation. Instead, focus on delivering what users are seeking and building a positive relationship with your audience.
The link between meeting user needs and your tasks is clear. Even better, there’s a strong alignment between what search engines prioritize and what you should focus on.

					
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8 top tips to delight and optimize at the same time
1. Match the user intent and measure success based on what the user is trying to do
If you can match the intent between the user’s search query and your landing page, you are on track to delight the user. Sometimes, your response might not be what users want, but that’s alright as long as you’re genuine and transparent, providing a way forward.
Ensure you have clear success measures that match what the user is trying to achieve. This will help you to understand your leading indicators for success, as the more positive actions you can measure ahead of the sale/inquiry, the more predictable the sale becomes. 
Matching intent should incorporate demonstrating experience. Every piece of content should be a narrative. The most effective way to promote information, products or services is through stories. They should highlight your brand’s expertise in your field, making it clear to users and Google that you’re relevant to their search.
Dig deeper: How to optimize for search intent: 19 practical tips
2. Demonstrate expertise in what you do or sell
You might have been able to rank your website for a search term or match intent in your content, but that is not always enough. With so much choice and the ease of hitting “back” and looking for another website, the user needs to see that your website is run by experts in what you do. 
Humans have an innate fear of screwing things up. It goes back to our need to survive, so they need to be sure they are considering working with or buying from an expert. 
This perfectly aligns with Google’s E-E-A-T assessment criteria. The user and Google want to know what gives your website the credibility to answer their query and what qualifications, history or case studies you have shared to demonstrate expertise in your field. 
3. Build authority in your relevant communities 
Links have long been a powerful method of demonstrating authority to Google, but good link building strategies should also have a foundation in demonstrating authority to your audience. Building links on websites that your audience does not frequent is, in my mind, as useful as putting a sign up on a street with no footfall. 
Your link building strategy should be about building authority in communities relevant to your audience and product or service. This adds value by signaling to Google that you’re an authority and helps attract relevant users to your website.
When users turn to a search engine to ask questions, they don’t always want to land on a brand website. Sometimes, they are looking for content hosted on a media site, a third-party blog, etc.
If every site a user turns to refers back to your brand somehow, then the same will be true for Google, an extremely powerful signal that your website is an authority on a topic. 
Dig deeper: Modern link building starter guide
4. Be a trusted resource
Anyone can publish anything on the web, sometimes with harmful intentions. Every week, there are stories of people losing money, falling for false information, or being deceived. This has made users more cautious and skeptical, especially with new brands. Even Google is cautious, seeking signals of trustworthiness from websites.
The previous three points all help from a trustworthiness perspective. When implemented correctly, they ensure the user (and Google) can see you’ve got experience doing what you do, you have the relevant experience and qualifications (where required) and that other relevant, trusted sources are willing to support you. 
Trust is also formed by ensuring your content is kept up to date and has clear sources to back up claims where required. An example I keep seeing crop up that flags a concern with me is websites that still talk about their COVID-19 measures, which would have been relevant to the lockdowns. This clearly demonstrates that the website content has not been reviewed in a long time. 
Include reviews from a third-party provider and transparent links to contact information, policies and “About us” information. Featuring humans on your website as authors can help build trust with your audience. 
The key theme is authenticity. Simply checking off boxes won’t suffice; it must be genuine and in line with your company’s vision, which should resonate with your audience.
5. Map the user emotions across your buying journey 
As demonstrated by the “peak-end rule,” understanding users’ emotional journey on your website is crucial for a positive experience. 
Researching various user scenarios can reveal important insights that might not be apparent to your team, as your website may seem intuitive to you but not necessarily to your target audience.
You can conduct this process in multiple ways, such as using eye-tracking and facial analysis as users navigate online or gathering qualitative and quantitative data through surveys conducted by a behavioral team. 
It’s crucial to include a diverse range of your audience in these studies. For instance, if your target audience spans different age groups, focusing only on Gen Z won’t give you insights into how it affects older generations like boomers.
Eye-tracking and facial analysis, in particular, can often match up with some Google Core Web Vital scores. For example, website speed and page loading are bugbears for many. That frustrating moment when you click on the wrong item because the page loads gradually is so frustrating to humans but also Google. 
The answer to some of the issues this research raises can be related to the technical health of your website, but it can also come back to behavioral science. If it is possible to identify a customer becoming anxious, you may not be able to change the reason, but you can ease their worries through better signposting or clearer content. 
Dig deeper: 5 behavioral strategies to make your content more engaging
6. Take advantage of content layout and structured data
Since Google’s inception, title tags have played a vital role in organizing content. They aid search engines and users by allowing them to quickly scan and find relevant information on a page. 
Incorporating page layout and titles, along with understanding user intent, results in more valuable content. This enhances user experience by simplifying information consumption and also assists Google’s crawlers in better understanding and indexing content.
This can be advanced even further by incorporating structured data, making it easier for Google to understand the context of the content. This can lead to improved rankings and the opportunity to achieve featured snippets, which are also great from a UX perspective.
7. Optimize your visual, audio and video content
Websites now offer more diverse content, which benefits users with different preferences and needs. However, from an SEO standpoint, it’s crucial to maintain balance. For example, solely having videos without accompanying content isn’t helpful for Google. 
It’s important to prioritize user experience while also providing transcripts for videos, audio like podcasts and alt text for images to enhance accessibility and meet Google’s requirements.
8. Accessibility to delight your user
Prioritizing accessibility ensures that your website is inclusive for everyone, benefiting both users and search engines. The upcoming European Accessibility Act 2025 makes accessibility a legal requirement for many websites. However, there are broader benefits beyond legal compliance. 
Improving accessibility expands your audience, reaching users who may have previously struggled to access your content. These enhancements also make it easier for search engines to navigate and understand your website, similar to how screen readers operate.
Humans and search engines are more aligned than ever
Humans and search engines are becoming closely aligned in their website preferences. This trend will likely continue as search engines rely on human satisfaction. If search engines prioritize the wrong websites, trust will diminish, leading to lost users and revenue.
The moral here for SEO teams is to work closely with your UX colleagues, and if no one is assuming that role, start taking time to learn about this yourself. 
Traffic alone is a vanity metric; the business value is in ensuring that the traffic takes the right actions to drive revenue and growth. This happens through good UX and continuing investment to improve the website experience. Something we know Google will thank us for as well.

SEO doesn't have to undermine UX. Learn how to create user-centric experiences that resonate with users and satisfy search engines.

The SEO-UX paradox: Achieving visibility without sacrificing user delight

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-150x86.jpg 150w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Calling AI 'underhyped,' Eric Schmidt believes Google will be able to monetize AI answers and improve advertising.

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920-150x86.jpg 150w, https://searchengineland.com/wp-content/seloads/2023/07/google-logo-raining-links-chains-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>&#8220;Google is not about blue links. It&#8217;s about organizing the world&#8217;s information,&#8221; according to former executive chairman and CEO of Google Eric Schmidt, speaking earlier today on CNBC.</p>



<p>Schmidt was asked about the &#8220;blue link economy,&#8221; and all the brands and businesses that have benefited from Google Search. But Google is changing. In the new world, AI will provide answers, not a list of websites for people to click on and find the answer for themselves.</p>



<p><strong>Put another way. </strong>People want answers, not links. </p>



<ul>
<li>&#8220;Of course, Google is not about blue links. It&#8217;s like saying that Disney is about black-and-white hand-drawn cartoons. Disney&#8217;s purpose is to entertain, while Google&#8217;s is to make information accessible. Blue links were just the best way to do it before generative AI,&#8221; according to former Googler <a href="https://searchengineland.com/author/frederick-vallaeys">Frederick Vallaeys</a>, CEO at Optmyzr.</li>



<li>&#8220;Linking to sites is a 30-year-old solution. Maybe we are at the start of a new one. &#8230; If you aren’t a primary source of info, valuable insight, or products/services, your days of getting substantial traffic from search engines are numbered,&#8221; according to <a href="https://www.linkedin.com/in/robwoods/" target="_blank" rel="noopener">Rob Woods</a>, senior director, SEO at EssilorLuxottica.</li>
</ul>



<p><strong>Why we care.</strong> While Schmidt is no longer in a leadership role at Google, he knows better than most what Google is likely to look like in the next few years. Meanwhile, current Google CEO Sundar Pichai has indicated search as we&#8217;ve known will <a href="https://searchengineland.com/google-ceo-search-will-evolve-substantively-in-next-10-years-395437">substantively change within the next decade</a> – including most recently when he said it is <a href="https://searchengineland.com/google-ceo-on-the-evolution-of-search-and-sge-439624">evolving toward Search Generative Experience</a>.</p>



<p><strong>AI and advertising.</strong> Schmidt believes Google will be able to monetize AI answers and AI will improve advertising:</p>



<ul>
<li>&#8220;What better tool than the arrival of AI to do that better? Do you think you can monetize that? You betcha. Much of the early work that I did when I was there was using early versions of advertising AI to make the advertising more effective. Unless you think advertising is going to go away, which I don&#8217;t think, AI makes it more powerful, not less powerful.&#8221;</li>
</ul>



<p><strong>AI underhyped.</strong> Also of note, the arrival of a non-human form of intelligence is almost here. Schmidt thinks AI is actually &#8220;underhyped&#8221;:</p>



<ul>
<li>&#8220;It&#8217;s coming, it&#8217;s here, it&#8217;s about to happen. It happens in stages. &#8230; We used to say 20 years. Now within five,&#8221; Schmidt said. </li>
</ul>



<p><strong>The interview.</strong> You can watch the full interview <a href="https://youtu.be/YfHZYv2FUjE?si=zk-sOavAr3b6MjPN">here</a>.</p>



<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe title="Former Google CEO Eric Schmidt on AI potential: American businesses will change because of this" width="500" height="281" src="https://www.youtube.com/embed/YfHZYv2FUjE?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
</div></figure>


“Google is not about blue links. It’s about organizing the world’s information,” according to former executive chairman and CEO of Google Eric Schmidt, speaking earlier today on CNBC.
Schmidt was asked about the “blue link economy,” and all the brands and businesses that have benefited from Google Search. But Google is changing. In the new world, AI will provide answers, not a list of websites for people to click on and find the answer for themselves.
Put another way. People want answers, not links. 
“Of course, Google is not about blue links. It’s like saying that Disney is about black-and-white hand-drawn cartoons. Disney’s purpose is to entertain, while Google’s is to make information accessible. Blue links were just the best way to do it before generative AI,” according to former Googler Frederick Vallaeys, CEO at Optmyzr.
“Linking to sites is a 30-year-old solution. Maybe we are at the start of a new one. … If you aren’t a primary source of info, valuable insight, or products/services, your days of getting substantial traffic from search engines are numbered,” according to Rob Woods, senior director, SEO at EssilorLuxottica.
Why we care. While Schmidt is no longer in a leadership role at Google, he knows better than most what Google is likely to look like in the next few years. Meanwhile, current Google CEO Sundar Pichai has indicated search as we’ve known will substantively change within the next decade – including most recently when he said it is evolving toward Search Generative Experience.
AI and advertising. Schmidt believes Google will be able to monetize AI answers and AI will improve advertising:
“What better tool than the arrival of AI to do that better? Do you think you can monetize that? You betcha. Much of the early work that I did when I was there was using early versions of advertising AI to make the advertising more effective. Unless you think advertising is going to go away, which I don’t think, AI makes it more powerful, not less powerful.”
AI underhyped. Also of note, the arrival of a non-human form of intelligence is almost here. Schmidt thinks AI is actually “underhyped”:
“It’s coming, it’s here, it’s about to happen. It happens in stages. … We used to say 20 years. Now within five,” Schmidt said. 
The interview. You can watch the full interview here.

Calling AI 'underhyped,' Eric Schmidt believes Google will be able to monetize AI answers and improve advertising.

Google is not about blue links, says ex-CEO Eric Schmidt

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Facebook, Instagram, Meta" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Meta unveiled generative AI features – images and text – to help advertisers automate parts of ad creation.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Facebook, Instagram, Meta" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/03/facebook-instagram-meta.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Meta today introduced new generative AI features to help businesses create more engaging ad content across Facebook and Instagram.</p>



<p><strong>The big picture.</strong> Meta’s latest update will allow advertisers to automate parts of ad creation using brand products and guidelines to inspire the creations.</p>



<p><strong>Why we care.</strong> Automating the ad-creation process frees up time for advertisers to work on other parts of account management tasks that can’t be automated.</p>



<p><strong>Key updates. </strong>This update comes in two parts<strong>:</strong></p>



<ul>
<li>Image Generation: Advertisers can now create complete image variations inspired by their original ad creative, including different backgrounds, text overlays and adjustments to products shown.</li>



<li>Text Generation: Meta&#8217;s AI will suggest ad headlines and body text tailored to an advertiser&#8217;s brand voice and key selling points from previous campaigns.</li>
</ul>



<figure class="wp-block-image size-full"><img decoding="async" width="1200" height="512" src="https://searchengineland.com/wp-content/seloads/2024/05/meta-image-text-generation.png" alt="" class="wp-image-440317" srcset="https://searchengineland.com/wp-content/seloads/2024/05/meta-image-text-generation.png 1200w, https://searchengineland.com/wp-content/seloads/2024/05/meta-image-text-generation-600x256.png 600w, https://searchengineland.com/wp-content/seloads/2024/05/meta-image-text-generation-800x341.png 800w, https://searchengineland.com/wp-content/seloads/2024/05/meta-image-text-generation-200x85.png 200w, https://searchengineland.com/wp-content/seloads/2024/05/meta-image-text-generation-768x328.png 768w" sizes="(max-width: 1200px) 100vw, 1200px" /></figure>



<p><strong>Advantage+.</strong> By centralizing its generative AI tools under Advantage+ creative, Meta is streamlining the ad creation journey from ideation to optimization, promising faster workflows and better results for advertisers.</p>



<p><strong>Availability.</strong> The company plans to roll out the new features globally by year-end as it doubles down on AI to improve ad relevance and performance across its apps.</p>


Meta today introduced new generative AI features to help businesses create more engaging ad content across Facebook and Instagram.
The big picture. Meta’s latest update will allow advertisers to automate parts of ad creation using brand products and guidelines to inspire the creations.
Why we care. Automating the ad-creation process frees up time for advertisers to work on other parts of account management tasks that can’t be automated.
Key updates. This update comes in two parts:
Image Generation: Advertisers can now create complete image variations inspired by their original ad creative, including different backgrounds, text overlays and adjustments to products shown.
Text Generation: Meta’s AI will suggest ad headlines and body text tailored to an advertiser’s brand voice and key selling points from previous campaigns.




Advantage+. By centralizing its generative AI tools under Advantage+ creative, Meta is streamlining the ad creation journey from ideation to optimization, promising faster workflows and better results for advertisers.
Availability. The company plans to roll out the new features globally by year-end as it doubles down on AI to improve ad relevance and performance across its apps.

Meta unveiled generative AI features – images and text – to help advertisers automate parts of ad creation.

Meta launches AI-powered ad creativity tools

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-800x450.png" class="attachment-large size-large wp-post-image" alt="Technical SEO" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-150x84.png 150w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>However, SEOs view Google SGE as a threat. Also, AI is impacting SEO planning and roadmaps for brands and agencies.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-800x450.png" class="attachment-large size-large wp-post-image" alt="Technical SEO" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo-150x84.png 150w, https://searchengineland.com/wp-content/seloads/2023/01/technical-seo.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Technical SEOs aren&#8217;t concerned that the rise of artificial intelligence (AI) will negatively impact their job security. That&#8217;s one insight from the State of Technical SEO Report 2024, released by digital marketing agency Aira and the Women in Tech SEO community.</p>



<ul>
<li>64% said they were &#8220;not at all&#8221; worried.</li>



<li>36% said they were either &#8220;a little worried&#8221; (30% in-house; 33% agency) or &#8220;very worried&#8221; (6% in-house; 3% agencies).</li>
</ul>



<ul>
<li>&#8220;While such worries are not without merit, it&#8217;s crucial for business leaders to recognize that AI is not an all-encompassing substitute for human employees. Particularly in the realm of SEO, the nuanced application of common sense is key—a quality AI has yet to master,&#8221; said <a href="https://www.linkedin.com/in/roxana-stingu/" target="_blank" rel="noopener">Roxanna Stingu</a>, head of Search &amp; SEO, Alamy, in the report.</li>
</ul>



<p><strong>Why we care.</strong> All the <a href="https://searchengineland.com/survey-70-of-marketers-feel-overwhelmed-by-ai-changes-433440">overwhelming developments in generative AI </a>over the past 18 months have caused concern and stress among SEOs. While AI will undoubtedly eliminate some jobs, it will also create new jobs. AI is a great assistant, but it can&#8217;t replace the work done by technical SEOs – a.k.a., humans.</p>



<p><strong>Google SGE fears.</strong> While the majority weren&#8217;t worried about job security, 70% of respondents were worried about the impact of Google Search Generative Experience (SGE) on regular organic search results.</p>



<ul>
<li>&#8220;Exactly how worried I am keeps changing. There&#8217;s still so much uncertainty about exactly how this will roll out, and I want to see how everyday users react to it as well. So much of the commentary has been from early adopters in the tech and SEO community and we&#8217;re not exactly representative of how the rest of the world will use this,&#8221; said <a href="https://www.linkedin.com/in/natashaburtenshawdevries/" target="_blank" rel="noopener">Natasha Burtenshaw-deVries</a>, director of organic growth, Flywheel Digital, in the report.</li>
</ul>



<p><strong>In-house and agency.</strong> Only 20% of in-house, agency and freelancer respondents haven&#8217;t changed their SEO planning and roadmaps due to AI developments. Of the remaining 80% of respondents:</p>



<ul>
<li>59% said &#8220;a little.&#8221;</li>



<li>21% said &#8220;a lot.&#8221;</li>
</ul>



<p><strong>AI and machine learning (ML) tools.</strong> Fifty-two percent of survey respondents used AI and ML tools to generate metadata (e.g., titles, descriptions) daily, weekly or monthly. Other ways SEOs used the tools:</p>



<ul>
<li>46% for content generation.</li>



<li>35% for keyword research.</li>



<li>23% for auditing pages.</li>
</ul>



<p><strong>Other findings.</strong> Google seems safe:</p>



<ul>
<li>85% don&#8217;t believe ChatGPT as a standalone tool is a threat to Google.</li>



<li>70% don&#8217;t believe Bing can take away search market share from Google.</li>
</ul>



<p><strong>About the data.</strong> The survey was conducted between Jan. 15 and March 5. It received 382 responses – 56% of respondents were from the U.S. and UK. </p>



<p><strong>The report.</strong> The report also digs into the impact of SEO, tools and more. You can read the full report here: <a href="https://aira.net/state-of-technical-seo/">The State of Technical SEO Report 2024</a></p>



<p><strong><em>Dig deeper. <a href="https://searchengineland.com/state-technical-seo-report-2023-391908">Technical SEO report reveals what matters in 2023</a></em></strong></p>


Technical SEOs aren’t concerned that the rise of artificial intelligence (AI) will negatively impact their job security. That’s one insight from the State of Technical SEO Report 2024, released by digital marketing agency Aira and the Women in Tech SEO community.
64% said they were “not at all” worried.
36% said they were either “a little worried” (30% in-house; 33% agency) or “very worried” (6% in-house; 3% agencies).
“While such worries are not without merit, it’s crucial for business leaders to recognize that AI is not an all-encompassing substitute for human employees. Particularly in the realm of SEO, the nuanced application of common sense is key—a quality AI has yet to master,” said Roxanna Stingu, head of Search & SEO, Alamy, in the report.
Why we care. All the overwhelming developments in generative AI over the past 18 months have caused concern and stress among SEOs. While AI will undoubtedly eliminate some jobs, it will also create new jobs. AI is a great assistant, but it can’t replace the work done by technical SEOs – a.k.a., humans.
Google SGE fears. While the majority weren’t worried about job security, 70% of respondents were worried about the impact of Google Search Generative Experience (SGE) on regular organic search results.
“Exactly how worried I am keeps changing. There’s still so much uncertainty about exactly how this will roll out, and I want to see how everyday users react to it as well. So much of the commentary has been from early adopters in the tech and SEO community and we’re not exactly representative of how the rest of the world will use this,” said Natasha Burtenshaw-deVries, director of organic growth, Flywheel Digital, in the report.
In-house and agency. Only 20% of in-house, agency and freelancer respondents haven’t changed their SEO planning and roadmaps due to AI developments. Of the remaining 80% of respondents:
59% said “a little.”
21% said “a lot.”
AI and machine learning (ML) tools. Fifty-two percent of survey respondents used AI and ML tools to generate metadata (e.g., titles, descriptions) daily, weekly or monthly. Other ways SEOs used the tools:
46% for content generation.
35% for keyword research.
23% for auditing pages.
Other findings. Google seems safe:
85% don’t believe ChatGPT as a standalone tool is a threat to Google.
70% don’t believe Bing can take away search market share from Google.
About the data. The survey was conducted between Jan. 15 and March 5. It received 382 responses – 56% of respondents were from the U.S. and UK. 
The report. The report also digs into the impact of SEO, tools and more. You can read the full report here: The State of Technical SEO Report 2024
Dig deeper. Technical SEO report reveals what matters in 2023

However, SEOs view Google SGE as a threat. Also, AI is impacting SEO planning and roadmaps for brands and agencies.

Report: 64% of technical SEOs believe AI isn’t a job security threat

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-800x450.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>In this guide, you'll learn how ad hijacking works, how to spot it and tips for PPC brand protection.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-800x450.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div><div class="wp-block-image">
<figure class="aligncenter size-large"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-800x450.png" alt="" class="wp-image-440038" srcset="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-header.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></figure></div>


<p>Have you ever clicked on a brand&#8217;s ad and ended up on a website&nbsp; you weren&#8217;t expecting? That&#8217;s ad hijacking. And it hurts advertisers and users.&nbsp;</p>



<p>Keep reading to learn how ad hijacking works, the risks it poses and how to protect your brand.</p>



<h2 class="wp-block-heading" id="h-what-is-ad-hijacking">What is ad hijacking?</h2>



<p>Ad hijacking is when an affiliate mimics a brand&#8217;s ads to steal clicks and revenue on their trademarked keywords. Affiliates do this to trick you into clicking on their ad instead of a real one from the brand.</p>



<h2 class="wp-block-heading" id="h-how-does-ad-hijacking-work">How does ad hijacking work?</h2>



<p>Imagine you search for [your favorite clothing brand]. Normally, the first ad you see should be the brand&#8217;s official one, taking you straight to its website. Here&#8217;s how ad hijacking disrupts that:</p>


<div class="wp-block-image">
<figure class="aligncenter size-large"><img decoding="async" width="800" height="451" src="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking-800x451.png" alt="" class="wp-image-440039" srcset="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking-800x451.png 800w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking-768x433.png 768w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking-1536x866.png 1536w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking.png 1778w" sizes="(max-width: 800px) 100vw, 800px" /></figure></div>


<ul>
<li><strong>The rightful owner: </strong>The first ad above belongs to the brand. It leads directly to its own website via the correct tracking link..</li>



<li><strong>The obvious culprit:</strong> The second ad is from an affiliate. It redirects you to the brand&#8217;s website, but adds the affiliate&#8217;s&nbsp; tracking link in the process. This lets them steal a commission for any sale you might make, even though you intended to visit the brand directly.</li>



<li><strong>The masked marauder:</strong> The third ad shows a more sophisticated hijacker using a series of redirects to hide their involvement. They might even send you through several websites before finally landing you at the brand&#8217;s site. This makes it difficult to identify them and hurts the brand&#8217;s affiliate program because it&#8217;s hard to track where the stolen commission came from.</li>
</ul>



<h2 class="wp-block-heading" id="h-what-does-ad-hijacking-look-like">What does ad hijacking look like?</h2>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="618" height="510" src="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-searchreuslts.png" alt="" class="wp-image-440040" srcset="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-searchreuslts.png 618w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-searchreuslts-410x338.png 410w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-searchreuslts-137x113.png 137w" sizes="(max-width: 618px) 100vw, 618px" /></figure></div>


<p>In this example, a brand violation instance has been captured using <a href="https://www.adthena.com/solutions/brand-protection/?utm_campaign=FY24.3rd.Party.Articles&amp;utm_source=SEL%20Ad%20Hijacking" target="_blank" rel="noopener sponsored nofollow">Adthena’s Ad Hijacking Detection</a> for a hotel brand (the brand name has been changed for anonymity). A search for “brandhotels.com” has returned the ad shown, which features the brand name in the display URL and site links.</p>



<p>However, the ad has not been placed by the hotel brand. It was placed by an affiliate bidding on “brandhotels.com.”&nbsp;</p>



<h2 class="wp-block-heading" id="h-why-is-ad-hijacking-harmful-to-your-brand">Why is ad hijacking harmful to your brand?</h2>



<p>Ad hijacking can harm both advertisers and users. Here&#8217;s a breakdown of the main challenges it can cause:</p>



<h4 class="wp-block-heading" id="h-for-advertisers">For advertisers:</h4>



<ul>
<li><strong>Lost sales and revenue:</strong> Imagine paying for clicks that don&#8217;t reach your website! Hijacked ads steal clicks meant for your official ads, diverting potential customers and reducing sales.</li>



<li><strong>Increased costs:</strong> Advertisers compete with hijackers bidding on their brand terms (i.e.,&nbsp; your brand name). This drives up the CPC, meaning you pay more for each person who sees your genuine ad.</li>



<li><strong>Channel conflict and data skewing:</strong> If you and a hijacker use affiliate programs, things get messy. Metrics like impression share and revenue attribution become inaccurate, making it difficult to track campaign performance effectively.</li>



<li><strong>Brand reputation damage:</strong> If users click on a hijacked ad and end up on a low-quality website or experience something negative, it reflects poorly on your brand. They might associate the bad experience with your company.</li>
</ul>



<h4 class="wp-block-heading" id="h-for-users">For users:</h4>



<ul>
<li><strong>Deception:</strong> The whole point of ad hijacking is to trick users. They click on an ad believing it leads to a brand&#8217;s website, only to find themselves somewhere else. This can feel misleading and like a waste of time.</li>



<li><strong>Exposure to malware:</strong> In some cases, hijacked ads might lead to malicious websites containing malware. This software can steal personal information or harm your device.</li>



<li><strong>Wasted time:</strong> Users expecting to visit a brand&#8217;s website after clicking on an ad will be disappointed if they land on an irrelevant page. They&#8217;ll waste valuable time navigating away from the wrong website.</li>
</ul>



<h2 class="wp-block-heading" id="h-spot-and-stop-ad-hijacking-attempts">Spot and stop ad hijacking attempts</h2>



<p>Catching ad hijacking can be tricky, but there are tools to help. </p>



<p><a href="https://www.adthena.com/solutions/brand-protection/?utm_campaign=FY24.3rd.Party.Articles&amp;utm_source=SEL%20Ad%20Hijacking" target="_blank" rel="noopener sponsored nofollow">Adthena’s Ad Hijacking Detection</a> catches instances of ad hijacking instances from 50+ affiliate networks and sub-networks, by:</p>



<ul>
<li><strong>Constantly monitoring your brand:</strong> Ad Hijacking Detection continuously scans search results for ads containing your brand terms, trademarks and even variations of them. It acts like a tireless lookout for imposters!</li>



<li><strong>Identifying suspicious activity:</strong> Sophisticated algorithms analyze ad copy, landing pages and affiliate links. If anything doesn&#8217;t seem genuine, it will be flagged for further investigation.</li>



<li><strong>Alerts and reports:</strong> Get notified right away if potential hijacking attempts are detected. These reports will include details like the infringing ad copy, landing page URLs, and even the suspected affiliates involved.</li>



<li><strong>Gathering evidence for takedown:</strong> Having all the evidence in one place makes it easier to report the infringing ad to Google. You&#8217;ll have the affiliate ID and other details needed for a swift takedown.</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking2-800x450.png" alt="" class="wp-image-440041" srcset="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking2-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking2-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking2-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking2-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking2-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-hijaking2.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p>See Ad Hijacking Detection in action in a self-guided platform tour. <a href="https://adthena.storylane.io/share/shrqctd1pckm?utm_campaign=FY24.3rd.Party.Articles&amp;utm_source=SEL%20Ad%20Hijacking" target="_blank" rel="noopener sponsored nofollow">Get started. </a></p>



<h2 class="wp-block-heading" id="h-how-to-spot-ad-hijacking-in-your-campaigns">How to spot ad hijacking in your campaigns</h2>



<p>Being proactive is key to fighting ad hijacking. Here are some red flags to watch out for in your branded ad campaigns:</p>



<ul>
<li><strong>Performance slump: </strong>A sudden drop in clicks and conversions for your branded ads could be a sign that hijacked ads are stealing your clicks.</li>



<li><strong>Suspicious spikes in affiliates: </strong>A surge in referral traffic or conversions from an unknown affiliate is a cause for concern.</li>



<li><strong>Copycat conversions: </strong>If an affiliate&#8217;s conversion rates suspiciously mirror your branded ad campaigns, it might be because they&#8217;re benefiting from hijacked clicks.</li>



<li><strong>URL mismatches: </strong>Always check the landing page URLs linked to your affiliates. If they don&#8217;t match your brand&#8217;s domain or contain strange redirects, it could be a hijacking attempt.</li>
</ul>



<p>These warning signs can help you catch ad hijacking early and take action to protect your brand.</p>



<h2 class="wp-block-heading" id="h-prevent-ad-hijacking-before-it-strikes">Prevent ad hijacking before it strikes</h2>



<p>Why wait for trouble? By being vigilant and monitoring your campaigns closely, you can take steps to identify and address ad hijacking attempts by affiliates.</p>



<h3 class="wp-block-heading" id="h-1-secure-your-brand-identity">1. Secure your brand identity:</h3>



<ul>
<li><strong>Trademark protection:</strong> Register your trademarks and brand terms. This strengthens your legal stance if you need to confront hijackers.</li>



<li><strong>Brand watch:</strong> Use brand monitoring tools to track online mentions, including search results. This helps you spot potential hijacking attempts early on.</li>
</ul>



<h3 class="wp-block-heading" id="h-2-manage-your-affiliate-program">2. Manage your affiliate program:</h3>



<ul>
<li><strong>Clear affiliate agreements:</strong> Outline acceptable practices in your affiliate agreements. Ban affiliates from bidding on your brand terms or using misleading ad copy.</li>



<li><strong>Performance monitoring:</strong> Regularly monitor your affiliate program performance. Look for unusual spikes in traffic or conversions from specific affiliates.</li>
</ul>



<h3 class="wp-block-heading" id="h-3-paid-search-defense">3. Paid search defense:</h3>



<ul>
<li><strong>Negative keywords:</strong> Use negative keywords to prevent your ads from showing for searches that include hijacked terms or variations of your brand name.</li>



<li><strong>Trademark bidding:</strong> Consider trademark bidding on your branded keywords. This ensures your ads appear prominently in search results, pushing hijacked ads down the page.</li>
</ul>



<h3 class="wp-block-heading" id="h-4-advanced-protection-solutions">4. Advanced protection solutions:</h3>



<ul>
<li><strong>Brand Protection:</strong> Explore advanced brand protection tools like Adthena&#8217;s Ad Hijacking Detection, a part of the <a href="https://www.adthena.com/solutions/brand-protection/?utm_campaign=FY24.3rd.Party.Articles&amp;utm_source=SEL%20Ad%20Hijacking" target="_blank" rel="noopener sponsored nofollow">Brand Protection</a> solution. These tools actively scan for hijacking attempts and provide detailed reports to help you take action.</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="463" src="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-web-grahics-800x463.png" alt="" class="wp-image-440042" srcset="https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-web-grahics-800x463.png 800w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-web-grahics-584x338.png 584w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-web-grahics-195x113.png 195w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-web-grahics-768x444.png 768w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-web-grahics-1536x889.png 1536w, https://searchengineland.com/wp-content/seloads/2024/04/Adthena-SEL-Article_5-8-24-web-grahics.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p>Learn more about PPC brand protection and how to do it in the <a href="https://www.adthena.com/resources/guide/guide-to-ppc-brand-protection/?utm_campaign=FY24.3rd.Party.Articles&amp;utm_source=SEL%20Ad%20Hijacking" target="_blank" rel="noopener sponsored nofollow">complete guide to PPC brand protection</a>.</p>



<h3 class="wp-block-heading" id="h-5-take-action">5. Take action:</h3>



<ul>
<li><strong>Report infringing ads:</strong> Report any instances of ad hijacking to the relevant search engine platform.</li>



<li><strong>Terminate rogue affiliates:</strong> If you identify affiliates engaging in ad hijacking, terminate their agreements immediately.</li>
</ul>



<h2 class="wp-block-heading" id="h-fight-back-against-ad-hijacking">Fight back against ad hijacking</h2>



<p>Ad hijacking can be sneaky, stealing clicks and damaging your brand reputation. By understanding how it works, you can take proactive measures to:</p>



<ul>
<li><strong>Protect your brand:</strong> Register trademarks and use brand monitoring tools to stay vigilant against hijacking attempts.</li>



<li><strong>Secure your affiliate program:</strong> Define acceptable practices in affiliate agreements. Block affiliates from bidding on your brand terms or using misleading ad copy.</li>



<li><strong>Put paid search protection in place:</strong> Use negative keywords to prevent hijacked terms from triggering your ads. Consider trademark bidding to ensure your ads appear prominently.</li>



<li><strong>Consider advanced protection:</strong> Explore tools like Adthena&#8217;s Ad Hijacking Detection for advanced monitoring and defense.</li>



<li><strong>Take down hijackers:</strong> Report infringing ads to search engines and terminate relationships with rogue affiliates.</li>
</ul>



<p>By staying informed and implementing these strategies, you can reclaim control of your online presence and ensure a positive experience for your customers. </p>



<p><em>Do you know if your branded keywords are being hijacked by your affiliates? Take a self-guided platform tour of Adthena’s <a href="https://adthena.storylane.io/share/shrqctd1pckm?utm_campaign=FY24.3rd.Party.Articles&amp;utm_source=SEL%20Ad%20Hijacking" target="_blank" rel="noopener sponsored nofollow">Ad hijacking detection</a> or <a href="https://www.adthena.com/request-a-demo/?utm_campaign=FY24.3rd.Party.Articles&amp;utm_source=SEL%20Ad%20Hijacking" target="_blank" rel="noopener sponsored nofollow">Book a demo </a>to get started.</em></p>


Have you ever clicked on a brand’s ad and ended up on a website  you weren’t expecting? That’s ad hijacking. And it hurts advertisers and users. 
Keep reading to learn how ad hijacking works, the risks it poses and how to protect your brand.
What is ad hijacking?
Ad hijacking is when an affiliate mimics a brand’s ads to steal clicks and revenue on their trademarked keywords. Affiliates do this to trick you into clicking on their ad instead of a real one from the brand.
How does ad hijacking work?
Imagine you search for [your favorite clothing brand]. Normally, the first ad you see should be the brand’s official one, taking you straight to its website. Here’s how ad hijacking disrupts that:

The rightful owner: The first ad above belongs to the brand. It leads directly to its own website via the correct tracking link..
The obvious culprit: The second ad is from an affiliate. It redirects you to the brand’s website, but adds the affiliate’s  tracking link in the process. This lets them steal a commission for any sale you might make, even though you intended to visit the brand directly.
The masked marauder: The third ad shows a more sophisticated hijacker using a series of redirects to hide their involvement. They might even send you through several websites before finally landing you at the brand’s site. This makes it difficult to identify them and hurts the brand’s affiliate program because it’s hard to track where the stolen commission came from.
What does ad hijacking look like?

In this example, a brand violation instance has been captured using Adthena’s Ad Hijacking Detection for a hotel brand (the brand name has been changed for anonymity). A search for “brandhotels.com” has returned the ad shown, which features the brand name in the display URL and site links.
However, the ad has not been placed by the hotel brand. It was placed by an affiliate bidding on “brandhotels.com.” 
Why is ad hijacking harmful to your brand?
Ad hijacking can harm both advertisers and users. Here’s a breakdown of the main challenges it can cause:
For advertisers:
Lost sales and revenue: Imagine paying for clicks that don’t reach your website! Hijacked ads steal clicks meant for your official ads, diverting potential customers and reducing sales.
Increased costs: Advertisers compete with hijackers bidding on their brand terms (i.e.,  your brand name). This drives up the CPC, meaning you pay more for each person who sees your genuine ad.
Channel conflict and data skewing: If you and a hijacker use affiliate programs, things get messy. Metrics like impression share and revenue attribution become inaccurate, making it difficult to track campaign performance effectively.
Brand reputation damage: If users click on a hijacked ad and end up on a low-quality website or experience something negative, it reflects poorly on your brand. They might associate the bad experience with your company.
For users:
Deception: The whole point of ad hijacking is to trick users. They click on an ad believing it leads to a brand’s website, only to find themselves somewhere else. This can feel misleading and like a waste of time.
Exposure to malware: In some cases, hijacked ads might lead to malicious websites containing malware. This software can steal personal information or harm your device.
Wasted time: Users expecting to visit a brand’s website after clicking on an ad will be disappointed if they land on an irrelevant page. They’ll waste valuable time navigating away from the wrong website.
Spot and stop ad hijacking attempts
Catching ad hijacking can be tricky, but there are tools to help. 
Adthena’s Ad Hijacking Detection catches instances of ad hijacking instances from 50+ affiliate networks and sub-networks, by:
Constantly monitoring your brand: Ad Hijacking Detection continuously scans search results for ads containing your brand terms, trademarks and even variations of them. It acts like a tireless lookout for imposters!
Identifying suspicious activity: Sophisticated algorithms analyze ad copy, landing pages and affiliate links. If anything doesn’t seem genuine, it will be flagged for further investigation.
Alerts and reports: Get notified right away if potential hijacking attempts are detected. These reports will include details like the infringing ad copy, landing page URLs, and even the suspected affiliates involved.
Gathering evidence for takedown: Having all the evidence in one place makes it easier to report the infringing ad to Google. You’ll have the affiliate ID and other details needed for a swift takedown.




See Ad Hijacking Detection in action in a self-guided platform tour. Get started. 
How to spot ad hijacking in your campaigns
Being proactive is key to fighting ad hijacking. Here are some red flags to watch out for in your branded ad campaigns:
Performance slump: A sudden drop in clicks and conversions for your branded ads could be a sign that hijacked ads are stealing your clicks.
Suspicious spikes in affiliates: A surge in referral traffic or conversions from an unknown affiliate is a cause for concern.
Copycat conversions: If an affiliate’s conversion rates suspiciously mirror your branded ad campaigns, it might be because they’re benefiting from hijacked clicks.
URL mismatches: Always check the landing page URLs linked to your affiliates. If they don’t match your brand’s domain or contain strange redirects, it could be a hijacking attempt.
These warning signs can help you catch ad hijacking early and take action to protect your brand.
Prevent ad hijacking before it strikes
Why wait for trouble? By being vigilant and monitoring your campaigns closely, you can take steps to identify and address ad hijacking attempts by affiliates.
1. Secure your brand identity:
Trademark protection: Register your trademarks and brand terms. This strengthens your legal stance if you need to confront hijackers.
Brand watch: Use brand monitoring tools to track online mentions, including search results. This helps you spot potential hijacking attempts early on.
2. Manage your affiliate program:
Clear affiliate agreements: Outline acceptable practices in your affiliate agreements. Ban affiliates from bidding on your brand terms or using misleading ad copy.
Performance monitoring: Regularly monitor your affiliate program performance. Look for unusual spikes in traffic or conversions from specific affiliates.
3. Paid search defense:
Negative keywords: Use negative keywords to prevent your ads from showing for searches that include hijacked terms or variations of your brand name.
Trademark bidding: Consider trademark bidding on your branded keywords. This ensures your ads appear prominently in search results, pushing hijacked ads down the page.
4. Advanced protection solutions:
Brand Protection: Explore advanced brand protection tools like Adthena’s Ad Hijacking Detection, a part of the Brand Protection solution. These tools actively scan for hijacking attempts and provide detailed reports to help you take action.




Learn more about PPC brand protection and how to do it in the complete guide to PPC brand protection.
5. Take action:
Report infringing ads: Report any instances of ad hijacking to the relevant search engine platform.
Terminate rogue affiliates: If you identify affiliates engaging in ad hijacking, terminate their agreements immediately.
Fight back against ad hijacking
Ad hijacking can be sneaky, stealing clicks and damaging your brand reputation. By understanding how it works, you can take proactive measures to:
Protect your brand: Register trademarks and use brand monitoring tools to stay vigilant against hijacking attempts.
Secure your affiliate program: Define acceptable practices in affiliate agreements. Block affiliates from bidding on your brand terms or using misleading ad copy.
Put paid search protection in place: Use negative keywords to prevent hijacked terms from triggering your ads. Consider trademark bidding to ensure your ads appear prominently.
Consider advanced protection: Explore tools like Adthena’s Ad Hijacking Detection for advanced monitoring and defense.
Take down hijackers: Report infringing ads to search engines and terminate relationships with rogue affiliates.
By staying informed and implementing these strategies, you can reclaim control of your online presence and ensure a positive experience for your customers. 
Do you know if your branded keywords are being hijacked by your affiliates? Take a self-guided platform tour of Adthena’s Ad hijacking detection or Book a demo to get started.

In this guide, you'll learn how ad hijacking works, how to spot it and tips for PPC brand protection.

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