<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/11/Google-Local-Services-Ads-vs.-Search-Ads-Which-drives-better-local-leads.jpg" class="attachment-large size-large wp-post-image" alt="Google Local Services Ads vs. Search Ads- Which drives better local leads?" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2025/11/Google-Local-Services-Ads-vs.-Search-Ads-Which-drives-better-local-leads.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/11/Google-Local-Services-Ads-vs.-Search-Ads-Which-drives-better-local-leads-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/11/Google-Local-Services-Ads-vs.-Search-Ads-Which-drives-better-local-leads-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google Ads now lets Android App campaigns optimize bidding for view-through conversions, showing a shift toward video-driven performance.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/11/Google-Local-Services-Ads-vs.-Search-Ads-Which-drives-better-local-leads.jpg" class="attachment-large size-large wp-post-image" alt="Google Local Services Ads vs. Search Ads- Which drives better local leads?" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/Google-Local-Services-Ads-vs.-Search-Ads-Which-drives-better-local-leads.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/11/Google-Local-Services-Ads-vs.-Search-Ads-Which-drives-better-local-leads-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/11/Google-Local-Services-Ads-vs.-Search-Ads-Which-drives-better-local-leads-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google Ads launched VTC-optimized bidding for Android app campaigns, letting advertisers toggle bidding toward conversions that happen after an ad is viewed rather than clicked.</p>



<p>Previously, VTC worked as a hidden signal inside Google’s systems. Now, it’s a clear, explicit optimization option.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1665" height="918" src="https://searchengineland.com/wp-content/seloads/2025/12/1765813237869.jpeg" alt="" class="wp-image-466261" srcset="https://searchengineland.com/wp-content/seloads/2025/12/1765813237869.jpeg 1665w, https://searchengineland.com/wp-content/seloads/2025/12/1765813237869-768x423.jpeg 768w, https://searchengineland.com/wp-content/seloads/2025/12/1765813237869-1536x847.jpeg 1536w" sizes="(max-width: 1665px) 100vw, 1665px" /></figure>



<p><strong>The shift.</strong> Google is shifting <a href="https://searchengineland.com/google-ios-app-campaigns-new-formats-ai-tools-460788">app advertising away from click-centric logic and toward incrementality and influence</a>, especially for formats like YouTube and in-feed video. This update aligns bidding more closely with how users actually discover and install apps.</p>



<p><strong>Why we care.</strong> You can now bid beyond clicks, improving measurement for video-led app campaigns and strengthening the case for upper-funnel activity.</p>



<p><strong>Who benefits most</strong>. Video-first app advertisers and teams focused on awareness, engagement, and long-term growth –&nbsp;not just last-click installs.</p>



<p><strong>What to watch</strong></p>



<ul class="wp-block-list">
<li>Increased reliance on Google’s attribution model.</li>



<li>Potential changes in CPA expectations.</li>



<li>Greater emphasis on creative quality over click-driving tactics.</li>
</ul>



<p><strong>First seen.</strong> This update was first spotted by Senior Performance Marketing Executive Rakshit Shetty when he posted on <a href="https://www.linkedin.com/posts/rakshitbshetty_googleads-appmarketing-paidmedia-activity-7406357531482120192-Y7Mo/">LinkedIn</a>. </p>


Google Ads launched VTC-optimized bidding for Android app campaigns, letting advertisers toggle bidding toward conversions that happen after an ad is viewed rather than clicked.
Previously, VTC worked as a hidden signal inside Google’s systems. Now, it’s a clear, explicit optimization option.




The shift. Google is shifting app advertising away from click-centric logic and toward incrementality and influence, especially for formats like YouTube and in-feed video. This update aligns bidding more closely with how users actually discover and install apps.
Why we care. You can now bid beyond clicks, improving measurement for video-led app campaigns and strengthening the case for upper-funnel activity.
Who benefits most. Video-first app advertisers and teams focused on awareness, engagement, and long-term growth – not just last-click installs.
What to watch
Increased reliance on Google’s attribution model.
Potential changes in CPA expectations.
Greater emphasis on creative quality over click-driving tactics.
First seen. This update was first spotted by Senior Performance Marketing Executive Rakshit Shetty when he posted on LinkedIn.

Google Ads now lets Android App campaigns optimize bidding for view-through conversions, showing a shift toward video-driven performance.

Google Ads adds VTC bidding for App campaigns

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/sergey-brin-stanford-2025.jpg" class="attachment-large size-large wp-post-image" alt="Sergey Brin at Stanford Dec. 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/sergey-brin-stanford-2025.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/12/sergey-brin-stanford-2025-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/12/sergey-brin-stanford-2025-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Sergey Brin, Google co-founder, says Google was slow to scale AI and cautious about chatbots because they say 'dumb things.'

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/sergey-brin-stanford-2025.jpg" class="attachment-large size-large wp-post-image" alt="Sergey Brin at Stanford Dec. 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/sergey-brin-stanford-2025.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/12/sergey-brin-stanford-2025-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/12/sergey-brin-stanford-2025-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Sergey Brin, Google’s co-founder, admitted that Google “for sure messed up” by underinvesting in AI and failing to seriously pursue the opportunity after releasing the research that led to today’s generative AI era.</p>



<p><strong>Google was scared</strong>. Google didn’t take it seriously enough and failed to scale fast enough after the <a href="https://research.google/blog/transformer-a-novel-neural-network-architecture-for-language-understanding/" target="_blank" rel="noopener">Transformer paper</a>, Brin said. Also:</p>



<ul class="wp-block-list">
<li>Google was “too scared to bring it to people” because chatbots can “say dumb things.”</li>



<li>“OpenAI ran with it,” which was “a super smart insight.”</li>
</ul>



<p><strong>The full quote.</strong> Brin said:</p>



<ul class="wp-block-list">
<li>&#8220;I guess I would say in some ways we for sure messed up in that we underinvested and sort of didn&#8217;t take it as seriously as we should have, say eight years ago when we published the transformer paper. We actually didn&#8217;t take it all that seriously and didn&#8217;t necessarily invest in scaling the compute. And also we were too scared to bring it to people because chatbots say dumb things. And you know, OpenAI ran with it, which good for them. It was a super smart insight and it was also our people like Ilya [Sutskever] who went there to do that. But I do think we still have benefited from that long history.&#8221;</li>
</ul>



<p><strong>Yes, but.</strong> Google still benefits from years of AI research and control over much of the technology that powers it, Brin said. That includes deep learning algorithms, years of neural network research and development, data-center capacity, and semiconductors.</p>



<p><strong>Why we care.</strong> Brin’s comments help explain why Google’s AI-driven search changes have felt abrupt and inconsistent. After years of hesitation about shipping imperfect AI, Google is now moving fast (perhaps  too fast?). The volatility we see in Google Search is collateral damage from that catch-up mode.</p>



<p><strong>Where is AI going?</strong> Brin framed today’s AI race as hyper-competitive and fast-moving: “If you skip AI news for a month, you’re way behind.” When asked where AI is going, he said:</p>



<ul class="wp-block-list">
<li>&#8220;I think we just don&#8217;t know. Is there a ceiling to intelligence? I guess in addition to the question that you raised, can it do anything a person can do? There&#8217;s the question, what things can it do that a person cannot do? That&#8217;s sort of a super intelligence question. And I think that&#8217;s just not known, how smart can a thing be?&#8221;</li>
</ul>



<p><strong>One more thing.</strong> Brin said he often uses Gemini Live in the car for back-and-forth conversations. The public version runs on an “ancient model,” Brin said, adding that a “way better version” is coming in a few weeks.</p>



<p><strong>The video. </strong>Brin’s remarks came at a Stanford event marking the School of Engineering’s 100th anniversary. He discussed Google’s origins, its innovation culture, and the current AI landscape. <a href="https://www.youtube.com/watch?v=0nlNX94FcUE&amp;t=1s" target="_blank" rel="noopener">Here&#8217;s the full video</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="Big ideas begin here: Sergey Brin at Stanford" width="500" height="281" src="https://www.youtube.com/embed/0nlNX94FcUE?start=1&#038;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>


Sergey Brin, Google’s co-founder, admitted that Google “for sure messed up” by underinvesting in AI and failing to seriously pursue the opportunity after releasing the research that led to today’s generative AI era.
Google was scared. Google didn’t take it seriously enough and failed to scale fast enough after the Transformer paper, Brin said. Also:
Google was “too scared to bring it to people” because chatbots can “say dumb things.”
“OpenAI ran with it,” which was “a super smart insight.”
The full quote. Brin said:
“I guess I would say in some ways we for sure messed up in that we underinvested and sort of didn’t take it as seriously as we should have, say eight years ago when we published the transformer paper. We actually didn’t take it all that seriously and didn’t necessarily invest in scaling the compute. And also we were too scared to bring it to people because chatbots say dumb things. And you know, OpenAI ran with it, which good for them. It was a super smart insight and it was also our people like Ilya [Sutskever] who went there to do that. But I do think we still have benefited from that long history.”
Yes, but. Google still benefits from years of AI research and control over much of the technology that powers it, Brin said. That includes deep learning algorithms, years of neural network research and development, data-center capacity, and semiconductors.
Why we care. Brin’s comments help explain why Google’s AI-driven search changes have felt abrupt and inconsistent. After years of hesitation about shipping imperfect AI, Google is now moving fast (perhaps  too fast?). The volatility we see in Google Search is collateral damage from that catch-up mode.
Where is AI going? Brin framed today’s AI race as hyper-competitive and fast-moving: “If you skip AI news for a month, you’re way behind.” When asked where AI is going, he said:
“I think we just don’t know. Is there a ceiling to intelligence? I guess in addition to the question that you raised, can it do anything a person can do? There’s the question, what things can it do that a person cannot do? That’s sort of a super intelligence question. And I think that’s just not known, how smart can a thing be?”
One more thing. Brin said he often uses Gemini Live in the car for back-and-forth conversations. The public version runs on an “ancient model,” Brin said, adding that a “way better version” is coming in a few weeks.
The video. Brin’s remarks came at a Stanford event marking the School of Engineering’s 100th anniversary. He discussed Google’s origins, its innovation culture, and the current AI landscape. Here’s the full video.

Sergey Brin, Google co-founder, says Google was slow to scale AI and cautious about chatbots because they say 'dumb things.'

Sergey Brin: Google ‘messed up’ by underinvesting in AI

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2025/09/google-code-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/09/google-code-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/09/google-code-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/09/google-code-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google updated its JavaScript SEO basics documentation to clarify that may skip rendering and JavaScript execution.

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2025/09/google-code-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/09/google-code-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/09/google-code-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/09/google-code-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google has updated its <a href="https://developers.google.com/search/docs/crawling-indexing/javascript/javascript-seo-basics">JavaScript SEO basics documentation</a> to clarify how Google&#8217;s crawler handles noindex tags in pages that use JavaScript. In short, if &#8220;you do want the page indexed, don&#8217;t use a noindex tag in the original page code,&#8221; Google wrote.</p>



<p><strong>What is new. </strong>Google updated <a href="https://developers.google.com/search/docs/crawling-indexing/javascript/javascript-seo-basics#:~:text=When%20Google%20encounters%20the%20noindex%20tag%2C%20it%20may%20skip%20rendering%20and%20JavaScript%20execution%2C%20which%20means%20using%20JavaScript%20to%20change%20or%20remove%20the%20robots%20meta%20tag%20from%20noindex%20may%20not%20work%20as%20expected.%20If%20you%20do%20want%20the%20page%20indexed%2C%20don%27t%20use%20a%20noindex%20tag%20in%20the%20original%20page%20code.">this section</a> to read:</p>



<ul class="wp-block-list">
<li>&#8220;When Google encounters the noindex tag, it may skip rendering and JavaScript execution, which means using JavaScript to change or remove the robots meta tag from noindex may not work as expected. If you do want the page indexed, don&#8217;t use a noindex tag in the original page code.&#8221;</li>
</ul>



<p>In the past, it read:</p>



<ul class="wp-block-list">
<li>&#8220;If Google encounters the noindex tag, it skips rendering and JavaScript execution. Because Google skips your JavaScript in this case, there is no chance to remove the tag from the page. Using JavaScript to change or remove the robots meta tag might not work as expected. Google skips rendering and JavaScript execution if the robots meta tag initially contains noindex. If there is a possibility that you do want the page indexed, don&#8217;t use a noindex tag in the original page code.&#8221;</li>
</ul>



<p><strong>Why the change. </strong>Google <a href="https://developers.google.com/search/updates#clarifying-noindex-and-javascript">explained</a>, &#8220;While Google may be able to render a page that uses JavaScript, the behavior of this is not well defined and might change. If there&#8217;s a possibility that you do want the page indexed, don&#8217;t use a noindex tag in the original page code.&#8221;</p>



<p><strong>Why we care. </strong>It may be safer not to use JavaScript for important protocols and blocking of Googlebot or other crawlers. If you want to ensure a search engine does not rank a specific page, make sure not to use JavaScript to execute those directives.</p>


Google has updated its JavaScript SEO basics documentation to clarify how Google’s crawler handles noindex tags in pages that use JavaScript. In short, if “you do want the page indexed, don’t use a noindex tag in the original page code,” Google wrote.
What is new. Google updated this section to read:
“When Google encounters the noindex tag, it may skip rendering and JavaScript execution, which means using JavaScript to change or remove the robots meta tag from noindex may not work as expected. If you do want the page indexed, don’t use a noindex tag in the original page code.”
In the past, it read:
“If Google encounters the noindex tag, it skips rendering and JavaScript execution. Because Google skips your JavaScript in this case, there is no chance to remove the tag from the page. Using JavaScript to change or remove the robots meta tag might not work as expected. Google skips rendering and JavaScript execution if the robots meta tag initially contains noindex. If there is a possibility that you do want the page indexed, don’t use a noindex tag in the original page code.”
Why the change. Google explained, “While Google may be able to render a page that uses JavaScript, the behavior of this is not well defined and might change. If there’s a possibility that you do want the page indexed, don’t use a noindex tag in the original page code.”
Why we care. It may be safer not to use JavaScript for important protocols and blocking of Googlebot or other crawlers. If you want to ensure a search engine does not rank a specific page, make sure not to use JavaScript to execute those directives.

Google updated its JavaScript SEO basics documentation to clarify that may skip rendering and JavaScript execution.

Google says don’t use JavaScript to generate a noindex tag in the original page code

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/Why-share-of-search-matters-more-than-traffic-in-the-AI-era.png" class="attachment-large size-large wp-post-image" alt="Why share of search matters more than traffic in the AI era" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Why-share-of-search-matters-more-than-traffic-in-the-AI-era.png 1920w, https://searchengineland.com/wp-content/seloads/2025/12/Why-share-of-search-matters-more-than-traffic-in-the-AI-era-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/12/Why-share-of-search-matters-more-than-traffic-in-the-AI-era-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>As AI reduces clicks and fragments discovery, share of search offers a clearer signal of brand demand and competitive momentum.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/Why-share-of-search-matters-more-than-traffic-in-the-AI-era.png" class="attachment-large size-large wp-post-image" alt="Why share of search matters more than traffic in the AI era" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Why-share-of-search-matters-more-than-traffic-in-the-AI-era.png 1920w, https://searchengineland.com/wp-content/seloads/2025/12/Why-share-of-search-matters-more-than-traffic-in-the-AI-era-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/12/Why-share-of-search-matters-more-than-traffic-in-the-AI-era-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>The <a href="https://searchengineland.com/guide/what-is-seo">SEO</a> industry is entering its most turbulent period yet.</p>



<p>Traffic is declining. AI is absorbing informational queries.&nbsp;</p>



<p>Social platforms now function as search engines. Google is shifting from a gateway to an answer engine.</p>



<p>The result is a sector running in circles – unsure what to measure, what to optimize, or even what SEO is meant to do.</p>



<p>Yet within this turbulence, something clear has emerged.</p>



<p>A single marketing metric that cuts through the noise and signals brand health and future demand.&nbsp;</p>



<p>A metric that marketers and SEOs can align around with confidence.</p>



<p>That metric is <a href="https://searchengineland.com/share-of-search-seo-metric-433133">share of search</a>.</p>



<h2 class="wp-block-heading" id="h-discovery-is-changing-and-measurement-must-change-with-it">Discovery is changing, and measurement must change with it</h2>



<p>The old model of being discovered by accident through classic search behavior is disappearing.</p>



<p><a href="https://searchengineland.com/google-ai-overviews-everything-you-need-to-know-449399">AI Overviews</a> answer questions without sending traffic anywhere.&nbsp;</p>



<p>Meta is already rolling out its own AI to answer user queries.&nbsp;</p>



<p><a href="https://searchengineland.com/tiktok-seo-the-ultimate-guide-439795">TikTok</a> and <a href="https://searchengineland.com/youtube-seo-what-you-need-to-know-449431">YouTube</a> continue to grow as product discovery engines.&nbsp;</p>



<p>It is only a matter of time before LinkedIn becomes a business search engine powered by conversational AI.</p>



<p>We are witnessing a seismic shift. In moments like this, <a href="https://searchengineland.com/how-to-measure-seo-success-when-ai-is-changing-search-455421">measurement</a> becomes even more important. </p>



<p>Many SEO metrics are losing meaning, but one is rapidly gaining importance.</p>



<h2 class="wp-block-heading" id="h-what-share-of-search-actually-measures">What share of search actually measures</h2>



<p>Share of search is a metric developed by James Hankins and Les Binet. </p>



<p>It is calculated by dividing a brand’s search volume by the total search volume for all brands in its category.&nbsp;</p>



<p>The result shows the proportion of category interest the brand commands.</p>



<p>The value is not in the calculation itself, but in what the metric correlates with.</p>



<p>Studies published by the Institute of Practitioners in Advertising (IPA) show that share of search correlates strongly with market share and future buying behavior.&nbsp;</p>



<p>As the IPA <a href="https://ipa.co.uk/news/binet-presents-fast-cheap-predictive-share-of-search-metric#:~:text=10%20significant%20findings:&amp;text=The%20lead%20time%20for%20Share,Share%20of%20Search%20without%20advertising" target="_blank" rel="noopener">notes</a>:</p>



<ul class="wp-block-list">
<li>“Share of search is a leading indicator or predictor of share of market. When share of search goes up, share of market tends to rise. When share of search goes down, share of market falls.”</li>
</ul>



<p>In simple terms, consumers search for brands they are considering, buying, or using.&nbsp;</p>



<p>That makes search behavior one of the clearest available signals of real demand.</p>



<p>Share of search was never designed to be perfect. It does not capture every nuance of how people find information across platforms. </p>



<p>It was built as a practical proxy for brand demand – and right now, practical measurement is exactly what the industry needs.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/measuring-what-matters-in-a-post-seo-world-460664">Measuring what matters in a post-SEO world</a></em></strong></p>



<h2 class="wp-block-heading" id="h-from-traffic-to-demand-why-marketers-need-a-new-signal">From traffic to demand: Why marketers need a new signal</h2>



<p>Traffic as a measurement has become almost meaningless.&nbsp;</p>



<p>It has been easy to inflate, manipulate, and misunderstand.</p>



<p><a href="https://modelthinkers.com/mental-model/goodharts-law" target="_blank" rel="noopener">Goodhart’s Law</a> explains why. When a measure becomes a target, it stops being a good measure. </p>



<p>Traffic was treated as a target for years, and as a result, it stopped being a reliable indicator of anything meaningful.</p>



<p>Now traffic is falling – not because brands are doing anything wrong, but because AI is answering questions before users ever reach a website.</p>



<p>Ironically, this makes traffic more meaningful again, as much of the noise that once inflated it is disappearing.</p>



<p>The bigger advantage, however, belongs to share of search.&nbsp;</p>



<p>It cannot be inflated through content tactics or gamed by chasing trends. It reflects underlying consumer interest.</p>



<p>That is why share of search has become so significant.&nbsp;</p>



<p>It shows whether a brand is being searched for more or less than its competitors.&nbsp;</p>



<p>When share of search rises, brand demand is growing. When it falls, demand is weakening.</p>



<p>If an entire category collapses – as it did with air fryers once most consumers had already bought one – the metric also provides a clear signal that demand for the overall market is shrinking.</p>



<p>There is another advantage. Share of search is a multi-platform metric.</p>



<h2 class="wp-block-heading" id="h-a-metric-that-crosses-platforms">A metric that crosses platforms</h2>



<p>People no longer search in one place.&nbsp;</p>



<p>Product searches may begin on Amazon, TikTok, or Facebook.&nbsp;</p>



<p>Credibility checks often happen on YouTube. Long-form research may still take place on Google.</p>



<p>Discovery is fragmented, and behavior is fluid.</p>



<p>Share of search adapts to this reality. It is platform agnostic.&nbsp;</p>



<p>You can measure it using Google Trends, Ahrefs, Semrush, My Telescope, or any platform that provides reliable volume estimates.&nbsp;</p>



<p>You can track demand across Amazon, TikTok, YouTube, and emerging AI search interfaces.</p>



<p>Where the behavior happens matters less than the signal itself.&nbsp;</p>



<p>If people are looking for your brand, they are demonstrating intent.</p>



<p>This cross-platform visibility is critical because AI search sends little traffic to websites.&nbsp;</p>



<p>ChatGPT, Claude, and other LLMs present answers, snippets, and summaries, but rarely generate click-through.&nbsp;</p>



<p>Links are often buried, inaccessible, or accompanied by friction.</p>



<p>Instead, these systems trigger brand search.&nbsp;</p>



<p>Users encounter a brand in an AI response, then search for it when they want more information.</p>



<p>As a result, share of search becomes the tail-end signal of everything marketing does, including AI exposure.&nbsp;</p>



<p>When share of search rises, marketing is working. When it falls, it is not.</p>



<p>However, the metric needs a champion.</p>



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<h2 class="wp-block-heading" id="h-a-metric-seos-should-champion">A metric SEOs should champion</h2>



<p>The SEO industry has spent years focused on two types of keywords:&nbsp;</p>



<ul class="wp-block-list">
<li>Non-brand buyer intent.</li>



<li>Non-brand informational. </li>
</ul>



<p>That approach made sense when classic search was the dominant discovery channel. That world is disappearing.</p>



<p>Yet many SEOs continue to cling to outdated deliverables, such as structured data micro-optimization or churning out endless blog posts to influence hypothetical AI citations.</p>



<p>Citations are a distraction.&nbsp;</p>



<p>At best, they are a minor signal in LLM outputs.&nbsp;</p>



<p>At worst, they are a misleading metric that will not stand up to financial scrutiny.&nbsp;</p>



<p>When CFOs start questioning the value of SEO budgets, citations will not hold up as evidence of ROI.</p>



<p>Share of search will.</p>



<p>SEOs who embrace share of search position themselves not as keyword tacticians, but as strategic insights partners.&nbsp;</p>



<p>They become interpreters of demand who help:</p>



<ul class="wp-block-list">
<li>CMOs understand whether brand marketing is breaking through.</li>



<li>Leadership teams see where consumer interest is rising or falling.</li>
</ul>



<p>This shift changes the role of SEO entirely.&nbsp;</p>



<p>Instead of being judged by how much content they produce, SEOs begin to be valued for how well they understand search behavior and the commercial impact of that behavior.</p>



<p>A well-structured share of search report tells a coherent story:</p>



<ul class="wp-block-list">
<li>Is the brand being searched for more this quarter?</li>



<li>Are competitors gaining ground?</li>



<li>Is the category contracting?</li>



<li>Did a recent PR campaign increase branded search?</li>



<li>Did a product launch move the needle?</li>
</ul>



<p>In the AI era, this narrative becomes essential.&nbsp;</p>



<p>Someone inside the organization must understand how people search, where they search, and what the numbers mean.</p>



<p>SEOs are naturally positioned to fill that role. You have the background and the expertise.&nbsp;</p>



<p>And as AI automates more mechanical SEO tasks, this progression becomes increasingly natural.</p>



<p>Because share of search requires interpretation.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/why-llm-perception-drift-will-be-2026s-key-seo-metric-465676">Why LLM perception drift will be 2026’s key SEO metric</a></em></strong></p>



<h2 class="wp-block-heading" id="h-the-depth-and-complexity-available">The depth and complexity available</h2>



<p>Share of search does not have to be a single top-level number. It can be:</p>



<ul class="wp-block-list">
<li>Broken down by product line, model, or competitive set. </li>



<li>Segmented into branded and semi-branded queries.</li>



<li>Tracked across every channel where search behavior exists.</li>



<li>Compared against AI model outputs to understand where visibility aligns or diverges.</li>
</ul>



<p>Consider the air fryer category.&nbsp;</p>



<p>Demand collapsed across the market once most consumers had already purchased one.&nbsp;</p>



<p>Within that collapse, however, individual models rose and fell based on their appeal.&nbsp;</p>



<p>Ninja’s latest model, for example, showed spikes and dips that revealed shifts in consumer interest long before sales data arrived.</p>



<p>Share of search acts as early detection for market movement.</p>



<p>SEOs who understand this level of nuance become indispensable. They can:</p>



<ul class="wp-block-list">
<li>Advise whether a category is shrinking or whether a competitor is accelerating. </li>



<li>Identify gaps in PR coverage.</li>



<li>Highlight where LLMs reference competitor brands more frequently.</li>



<li>Signal when product positioning needs reinforcement.</li>
</ul>



<p>This is the future skill set – not chasing rankings, but interpreting behavior.</p>



<h2 class="wp-block-heading" id="h-a-human-role-that-ai-can-t-replace">A human role that AI can’t replace</h2>



<p>As AI becomes more integrated into search and site optimization, many mechanical SEO tasks will be increasingly automated.&nbsp;</p>



<p>The interpretation of marketing performance, however, cannot be fully automated.</p>



<p>Share of search requires human judgment.&nbsp;</p>



<p>It requires an understanding of context, seasonality, category dynamics, and brand strategy.&nbsp;</p>



<p>That role can and should belong to the SEO professional.</p>



<p>Some agencies may label this function an insights specialist or a data analyst.&nbsp;</p>



<p>Some organizations may house it within marketing.&nbsp;</p>



<p>But the people who understand search behavior most deeply are SEOs.&nbsp;</p>



<p>They are best positioned to interpret what the numbers mean and communicate those insights to leadership teams.</p>



<p>Leadership teams need to understand what is happening with their brand.</p>



<h2 class="wp-block-heading" id="h-the-metric-that-protects-brands-in-the-ai-era">The metric that protects brands in the AI era</h2>



<p>Marketing leaders are already discussing share of search, and it is beginning to appear in boardroom conversations.&nbsp;</p>



<p>It is quickly becoming a central indicator of brand strength.&nbsp;</p>



<p>In an AI-driven world where traffic is scarce and visibility is fragmented, the strategic imperative is clear.</p>



<p>Brands need to be searched for. Those that are searched for endure. Those that are not fade.</p>



<p>That is why share of search is not just another metric. It is becoming <strong>the</strong> metric.&nbsp;</p>



<p>SEOs who embrace it can elevate their role, influence, and strategic value at exactly the moment the industry needs it most.</p>



<h2 class="wp-block-heading" id="h-your-next-steps-nbsp">Your next steps&nbsp;</h2>



<p>The advice for SEOs is simple: Learn share of search.</p>



<p>To get started:</p>



<ul class="wp-block-list">
<li>Learn more about the metric by reading reports and studies.</li>



<li>Create your first share of search report.</li>



<li>Analyze the drivers of change, such as market shifts or recent PR or TV campaigns.</li>



<li>Experiment with search tools to determine which reporting approach works best.</li>



<li>Involve other departments. Host a session on share of search and collaborate with PR teams to track activity.</li>
</ul>



<p>You will not become fluent in the metric without using it. Once you do, its applications become clear.</p>



<p>Share of search is the bridge that connects SEO to the broader world of brand.</p>



<p>Take the first step.</p>

The SEO industry is entering its most turbulent period yet.
Traffic is declining. AI is absorbing informational queries. 
Social platforms now function as search engines. Google is shifting from a gateway to an answer engine.
The result is a sector running in circles – unsure what to measure, what to optimize, or even what SEO is meant to do.
Yet within this turbulence, something clear has emerged.
A single marketing metric that cuts through the noise and signals brand health and future demand. 
A metric that marketers and SEOs can align around with confidence.
That metric is share of search.
Discovery is changing, and measurement must change with it
The old model of being discovered by accident through classic search behavior is disappearing.
AI Overviews answer questions without sending traffic anywhere. 
Meta is already rolling out its own AI to answer user queries. 
TikTok and YouTube continue to grow as product discovery engines. 
It is only a matter of time before LinkedIn becomes a business search engine powered by conversational AI.
We are witnessing a seismic shift. In moments like this, measurement becomes even more important. 
Many SEO metrics are losing meaning, but one is rapidly gaining importance.
What share of search actually measures
Share of search is a metric developed by James Hankins and Les Binet. 
It is calculated by dividing a brand’s search volume by the total search volume for all brands in its category. 
The result shows the proportion of category interest the brand commands.
The value is not in the calculation itself, but in what the metric correlates with.
Studies published by the Institute of Practitioners in Advertising (IPA) show that share of search correlates strongly with market share and future buying behavior. 
As the IPA notes:
“Share of search is a leading indicator or predictor of share of market. When share of search goes up, share of market tends to rise. When share of search goes down, share of market falls.”
In simple terms, consumers search for brands they are considering, buying, or using. 
That makes search behavior one of the clearest available signals of real demand.
Share of search was never designed to be perfect. It does not capture every nuance of how people find information across platforms. 
It was built as a practical proxy for brand demand – and right now, practical measurement is exactly what the industry needs.
Dig deeper: Measuring what matters in a post-SEO world
From traffic to demand: Why marketers need a new signal
Traffic as a measurement has become almost meaningless. 
It has been easy to inflate, manipulate, and misunderstand.
Goodhart’s Law explains why. When a measure becomes a target, it stops being a good measure. 
Traffic was treated as a target for years, and as a result, it stopped being a reliable indicator of anything meaningful.
Now traffic is falling – not because brands are doing anything wrong, but because AI is answering questions before users ever reach a website.
Ironically, this makes traffic more meaningful again, as much of the noise that once inflated it is disappearing.
The bigger advantage, however, belongs to share of search. 
It cannot be inflated through content tactics or gamed by chasing trends. It reflects underlying consumer interest.
That is why share of search has become so significant. 
It shows whether a brand is being searched for more or less than its competitors. 
When share of search rises, brand demand is growing. When it falls, demand is weakening.
If an entire category collapses – as it did with air fryers once most consumers had already bought one – the metric also provides a clear signal that demand for the overall market is shrinking.
There is another advantage. Share of search is a multi-platform metric.
A metric that crosses platforms
People no longer search in one place. 
Product searches may begin on Amazon, TikTok, or Facebook. 
Credibility checks often happen on YouTube. Long-form research may still take place on Google.
Discovery is fragmented, and behavior is fluid.
Share of search adapts to this reality. It is platform agnostic. 
You can measure it using Google Trends, Ahrefs, Semrush, My Telescope, or any platform that provides reliable volume estimates. 
You can track demand across Amazon, TikTok, YouTube, and emerging AI search interfaces.
Where the behavior happens matters less than the signal itself. 
If people are looking for your brand, they are demonstrating intent.
This cross-platform visibility is critical because AI search sends little traffic to websites. 
ChatGPT, Claude, and other LLMs present answers, snippets, and summaries, but rarely generate click-through. 
Links are often buried, inaccessible, or accompanied by friction.
Instead, these systems trigger brand search. 
Users encounter a brand in an AI response, then search for it when they want more information.
As a result, share of search becomes the tail-end signal of everything marketing does, including AI exposure. 
When share of search rises, marketing is working. When it falls, it is not.
However, the metric needs a champion.
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See terms.
A metric SEOs should champion
The SEO industry has spent years focused on two types of keywords: 
Non-brand buyer intent.
Non-brand informational. 
That approach made sense when classic search was the dominant discovery channel. That world is disappearing.
Yet many SEOs continue to cling to outdated deliverables, such as structured data micro-optimization or churning out endless blog posts to influence hypothetical AI citations.
Citations are a distraction. 
At best, they are a minor signal in LLM outputs. 
At worst, they are a misleading metric that will not stand up to financial scrutiny. 
When CFOs start questioning the value of SEO budgets, citations will not hold up as evidence of ROI.
Share of search will.
SEOs who embrace share of search position themselves not as keyword tacticians, but as strategic insights partners. 
They become interpreters of demand who help:
CMOs understand whether brand marketing is breaking through.
Leadership teams see where consumer interest is rising or falling.
This shift changes the role of SEO entirely. 
Instead of being judged by how much content they produce, SEOs begin to be valued for how well they understand search behavior and the commercial impact of that behavior.
A well-structured share of search report tells a coherent story:
Is the brand being searched for more this quarter?
Are competitors gaining ground?
Is the category contracting?
Did a recent PR campaign increase branded search?
Did a product launch move the needle?
In the AI era, this narrative becomes essential. 
Someone inside the organization must understand how people search, where they search, and what the numbers mean.
SEOs are naturally positioned to fill that role. You have the background and the expertise. 
And as AI automates more mechanical SEO tasks, this progression becomes increasingly natural.
Because share of search requires interpretation.
Dig deeper: Why LLM perception drift will be 2026’s key SEO metric
The depth and complexity available
Share of search does not have to be a single top-level number. It can be:
Broken down by product line, model, or competitive set. 
Segmented into branded and semi-branded queries.
Tracked across every channel where search behavior exists.
Compared against AI model outputs to understand where visibility aligns or diverges.
Consider the air fryer category. 
Demand collapsed across the market once most consumers had already purchased one. 
Within that collapse, however, individual models rose and fell based on their appeal. 
Ninja’s latest model, for example, showed spikes and dips that revealed shifts in consumer interest long before sales data arrived.
Share of search acts as early detection for market movement.
SEOs who understand this level of nuance become indispensable. They can:
Advise whether a category is shrinking or whether a competitor is accelerating. 
Identify gaps in PR coverage.
Highlight where LLMs reference competitor brands more frequently.
Signal when product positioning needs reinforcement.
This is the future skill set – not chasing rankings, but interpreting behavior.
A human role that AI can’t replace
As AI becomes more integrated into search and site optimization, many mechanical SEO tasks will be increasingly automated. 
The interpretation of marketing performance, however, cannot be fully automated.
Share of search requires human judgment. 
It requires an understanding of context, seasonality, category dynamics, and brand strategy. 
That role can and should belong to the SEO professional.
Some agencies may label this function an insights specialist or a data analyst. 
Some organizations may house it within marketing. 
But the people who understand search behavior most deeply are SEOs. 
They are best positioned to interpret what the numbers mean and communicate those insights to leadership teams.
Leadership teams need to understand what is happening with their brand.
The metric that protects brands in the AI era
Marketing leaders are already discussing share of search, and it is beginning to appear in boardroom conversations. 
It is quickly becoming a central indicator of brand strength. 
In an AI-driven world where traffic is scarce and visibility is fragmented, the strategic imperative is clear.
Brands need to be searched for. Those that are searched for endure. Those that are not fade.
That is why share of search is not just another metric. It is becoming the metric. 
SEOs who embrace it can elevate their role, influence, and strategic value at exactly the moment the industry needs it most.
Your next steps 
The advice for SEOs is simple: Learn share of search.
To get started:
Learn more about the metric by reading reports and studies.
Create your first share of search report.
Analyze the drivers of change, such as market shifts or recent PR or TV campaigns.
Experiment with search tools to determine which reporting approach works best.
Involve other departments. Host a session on share of search and collaborate with PR teams to track activity.
You will not become fluent in the metric without using it. Once you do, its applications become clear.
Share of search is the bridge that connects SEO to the broader world of brand.
Take the first step.

As AI reduces clicks and fragments discovery, share of search offers a clearer signal of brand demand and competitive momentum.

Why share of search matters more than traffic in the AI era

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/Why-click-based-attribution-shouldnt-anchor-executive-dashboards.jpg" class="attachment-large size-large wp-post-image" alt="Why click-based attribution shouldn’t anchor executive dashboards" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Why-click-based-attribution-shouldnt-anchor-executive-dashboards.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/12/Why-click-based-attribution-shouldnt-anchor-executive-dashboards-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/12/Why-click-based-attribution-shouldnt-anchor-executive-dashboards-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Click metrics tell part of the story, but overreliance skews budgets and strategy. Build PPC measurement frameworks tied to real outcomes.

As marketing channels and touchpoints multiply rapidly, the way success is measured significantly impacts long-term growth and executive perception. 
Click-based attribution – across models like last-click, first-click, linear, and time-decay – remains the default. 
But as a standalone measurement strategy, it’s showing its age. 
Click metrics now carry disproportionate weight in executive dashboards, and that reliance introduces real limitations.
Click-based models can still reveal valuable insights into digital engagement. 
However, when the C-suite bases major budget and strategy decisions solely on clicks, they risk overlooking critical aspects of the customer journey – often the very pieces that matter most.
This article examines:
What click-based attribution actually captures.
Where click-based measurement breaks down in a multi-channel, multi-device, privacy-first world.
The business risks of over-indexing on click metrics.
Measurement approaches that better align marketing with real business outcomes.
How marketing leaders can guide executives toward more holistic, outcome-oriented frameworks.
The goal isn’t to demonize clicks – they still belong in the toolbox. But they should provide context, not serve as the foundation.
What does click-based attribution actually measure?
Click-based attribution tracks ad clicks and assigns conversion credit to the marketing touchpoints that drove them. 
Models like first-click, last-click, linear, time-decay, and data-driven approaches differ only in how they split that credit across the user journey.
Digital ad platforms and many analytics tools default to click-based models because clicks are relatively easy to capture, understand, and report. 
They’re deterministic, clean, and simple to interpret at a glance.
That cleanliness, however, can be misleading. 
Click-based attribution depends entirely on a user interacting with tracking links or tags. 
If a user doesn’t click, or clicks but converts later or elsewhere, the touchpoint may be missed or misattributed.
This approach can work in a simple, linear funnel. 
But as customer journeys become multi-device, multi-channel, and increasingly offline, clicks lose context quickly.
Dig deeper: The end of easy PPC attribution – and what to do next
The problems with solely relying on click-based attribution
Clicks don’t represent real customer behavior
Today’s buyers rarely follow the neat, linear paths that click-based models assume. 
Instead, they move across devices, channels, and even offline touchpoints.
Think social media, LLMs like ChatGPT, and brand exposure from video, influencers, or website content. 
Many of these interactions never generate a tracked click, yet they play a critical role in shaping perception, intent, and eventual conversion.
For example, a buyer may watch a brand’s video on LinkedIn during their morning commute. 
Later, they read a third-party review and skim a few case studies on the brand’s website.
Days later, they type the brand name directly into Google and convert. 
In a click-based model, only the final branded search click receives credit. 
The video, the review, and the content that built trust remain invisible.
These aren’t minor attribution blind spots – they represent a canyon. 
Click-based measurement skews too much toward lower-funnel performance
Click-based models place the most weight on the final click. 
As a result, they often over-index lower-funnel activity from channels like retargeting ads or branded search. 
These channels convert more frequently, but they do not create demand on their own.
For C-level decision-makers, this creates a dangerous bias. 
Dashboards light up for retargeting campaigns and branded search, so budgets flow there.
Mid- and upper-funnel investments – brand building, awareness, content, and influencers – are reduced or cut. 
Over time, the brand’s long-term growth engine is choked in favor of short-term, easily quantifiable wins.
Dig deeper: Marketing attribution models: The pros and cons
Click-based models undervalue creative, messaging, and brand
Not all marketing impact shows up as clicks. 
A video ad or thought-leadership piece may plant a seed without prompting an immediate click, yet the message can linger. 
It may lead to later brand searches or site visits, outcomes that are difficult to capture through click-based measurement.
As a result, brand power, creative messaging, and top-of-funnel reach are underrepresented in click-based models. 
Over time, organizations that optimize solely around click-based attribution may unintentionally deprioritize creativity, brand-building, and long-term equity.
Click-based attribution breaks down in a privacy-first world
We’re moving toward a future where third-party cookies are diminished or gone, privacy rules continue to tighten, and tracking becomes less precise. 
Under these conditions, click tracking grows more difficult, less reliable, and increasingly misaligned.
Without stable identifiers, many of the assumptions behind click-based models – “this click belongs to that user” or “this click led to that conversion” – begin to unravel. 
Attribution becomes a house of cards built on data that may not hold up as privacy and tracking norms continue to shift.
The business risks of over-relying on click-based attribution
Misallocation of budgets
When click-based reporting dominates, budgets tend to flow toward what looks good – the activities that drive visible revenue and deliver clean, direct ROI. 
That often comes at the expense of demand generation efforts that support long-term growth, such as brand campaigns, content, awareness, and other upper-funnel media.
This approach may “work” for a few months or even years. 
Over time, however, the pipeline dries up. 
Awareness declines, organic reach stagnates, and the brand loses its ability to attract new audiences at scale.
Erosion of brand over time
Marketing shifts into a zero-sum exercise focused on extracting conversions from existing demand rather than expanding it. 
Without sustained investment in brand equity and demand generation, competitiveness, brand loyalty, and lifetime value (LTV) suffer.
In essence, optimizing for short-term ROAS puts long-term brand health at risk.
Misaligned incentives across teams
When KPIs are click-based:
Media teams optimize for clicks.
Creative teams optimize for click-worthy content.
Analytics teams optimize for attribution that ties cleanly to conversions. 
The result is marketing silos working toward different objectives.
Media buys may undermine creative performance. 
Creative teams may chase cheap clicks. 
Analytics may mask cannibalization rather than reveal incrementality. 
Fragmentation increases.
Blind trust in platform-reported metrics
Ad platforms and tracking tools report click-based conversions, but many of those conversions are self-crediting, particularly within paid media platforms. 
When you rely heavily on these numbers without scrutiny or connection to the broader user journey, you risk making high-stakes decisions based on biased data.
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See terms.
What to use instead of click-based attribution
If click-based attribution is flawed, how should performance be evaluated? 
The short answer is a combination of approaches grounded in real business outcomes.
Marketing mix modeling (MMM) for channel-level contribution
At a higher level – especially when multiple channels are involved, including online, offline, paid media, organic media, and PR – MMM helps quantify channel-level contribution to sales, revenue, or other business outcomes. 
It looks at broad correlations over time using aggregated data rather than user-level clicks.
MMM, supported by machine learning, improved data resolution, and more frequent refresh cycles, has become more accessible and actionable. 
It isn’t a replacement for click- or site-based data, but a powerful complement. 
Dig deeper: MTA vs. MMM: Which marketing attribution model is right for you?
Multi-touch attribution (MTA), used thoughtfully 
User-level path analysis still has a place when privacy and tracking allow. 
Multi-touch models that consider multiple touchpoints can provide richer insight, but they work best as one input among many rather than a single source of truth. 
They offer path visibility, but without incrementality testing or support from MMM, they still risk over-crediting and bias.
Customer lifecycle metrics: LTV and CAC payback, retention, cohort analysis
Marketing value isn’t confined to a single sale or conversion.
LTV, retention, and long-term value creation matter just as much. 
Tying spend to CAC payback, churn, loyalty, and retention creates a measurement framework aligned with long-term business goals.
Incrementality testing as a standard practice
Incrementality testing measures what marketing actually adds by identifying net-new conversions, revenue, lift, or awareness. 
It separates what would have happened anyway from what your efforts truly drove.
This approach isn’t as clean as click tracking and requires more planning and discipline, but it delivers causality. 
It allows you to say, with confidence, “This spend generated X% incremental lift.”
Dig deeper: Why incrementality is the only metric that proves marketing’s real impact
Attention metrics, quality signals, and creative impact
Not all impact is transactional. 
Upper-funnel signals such as viewability, time-in-view, attention scores, and engagement matter. 
Creative resonance, brand recall, and impact often influence later behavior that never appears as a click.
Looking beyond clicks to metrics like creative recall, brand lift, share of voice, sentiment, and qualitative feedback helps anchor measurement to real brand value and audience expectations.
Building a modern measurement framework
A modern measurement framework isn’t built around one model or metric. 
It brings together complementary methods to create a clearer, more balanced view of performance.
Take a portfolio approach
The most effective measurement frameworks take a portfolio approach. 
MMM, incrementality, multi-touch attribution (when possible), attention metrics, and customer lifecycle metrics work together to triangulate performance from multiple perspectives.
This diversity reduces bias and balances short-term performance with long-term brand health.
It also makes it possible for the C-suite to see more than conversions alone – including impact, growth potential, and sustainable value.
KPIs that reflect real business impact
Executives care about revenue, margin, and growth. Not just clicks. 
Reframe KPIs around the key metrics that matter, such as:
Revenue.
Cost per acquisition.
Customer lifetime value.
Retention.
Brand lift.
Market share.
Brand sentiment.
Package those into dashboards that tell a story: 
“Here’s what we did, here’s what grew, here’s what we learned, here’s where we go next.”
Build executive dashboards for outcomes, not vanity metrics
When dashboards lead with vanity metrics like click volume, CTR, or raw conversion rate, insight is limited. Lead instead with business outcomes.
Build narrative-driven dashboards that connect investment to results, learning, and action.
Lean toward data storytelling instead of data reporting. 
That story resonates with executives. It links marketing to business value, not just to marketing activity.
Leverage AI, predictive modeling, and forecasting strategically 
Modern analytics tools – including AI and predictive forecasting – can help:
Estimate demand.
Forecast impact.
Model how different investments may play out over time. 
Use them to simulate scenarios, test assumptions, and support business cases.
These tools aren’t silver bullets. They work best as accelerators for sound strategic thinking. 
Moving away from click-based thinking
Changing how performance is measured doesn’t happen automatically.
It requires clear framing, evidence, and a deliberate transition rather than an abrupt overhaul.
Understand common objections and address them clearly
Often, executives cling to click-based metrics because they’re easy to understand (“one user clicked, we got a sale”) and seemingly real-time. 
They want fast feedback and accountability. Demand creation efforts often feel abstract and hard to justify.
Be prepared to address that directly:
“Clicks are easy to understand.”

Yes. But they paint an incomplete picture. Show them what they miss.
“We need real-time metrics to manage marketing spend.”

That’s valid. But real-time doesn’t always equal real value. Complement with more holistic time-based analyses based on the timing of your sales cycle, incremental lift tests, and periodic MMM to ground real-time decisions.
“Brand/awareness spend is hard to justify.”

I hear you. That’s why you start small. Run test campaigns, measure impact via lift studies, attribution-aware conversion, and lifecycle metrics. Show proof-of-concept.
Implement a gradual shift, don’t overhaul overnight
Click-based attribution doesn’t need to be discarded overnight. Instead:
Introduce incrementality testing for a small portion of spend to show what budget really contributes.
Once incrementality proves meaningful lift, allocate more budget toward long-term demand creation efforts.
Run or commission MMM annually (or semi-annually) to quantify channel contribution holistically.
Adjust executive dashboards to reflect new KPIs, such as revenue, CAC payback, brand lift, and LTV, and reduce emphasis on mere clicks or last-click conversions.
Over time, incentives begin to shift. Media moves beyond clicks, creative focuses on quality and resonance, and analytics emphasizes causality and long-term value.
Educate the executive team
Executives rarely object to logic – they object to noise. 
Frame your case with clarity and use data. 
Show examples, run tests, show incremental lift, and then build dashboards that tell a clear story.
Once you prove that a dollar invested in brand or top-of-funnel media delivers compounding value over time, leadership hopefully becomes less attracted to short-term click metrics. 
They begin to appreciate marketing as an investment, not a cost center.
Clicks are part of the story, not the whole story
Click-based attribution has served marketing teams for years. It offered a clean way to connect conversions to touchpoints. 
But the landscape has changed. 
User journeys are longer and messier. 
Privacy constraints are tighter. 
Long-term brand value now matters as much as short-term conversions.
For C-level teams, judging performance by clicks alone is like judging a company’s health by heart rate alone. It’s useful, but incomplete.
Modern marketing requires a richer view – one that blends data, causality, business outcomes, and long-term brand building.
As marketing leaders, our job isn’t to chase the next click. 
It’s to build brands that last, drive sustained growth, and help leadership see marketing not as a cost, but as a strategic investment.

Click metrics tell part of the story, but overreliance skews budgets and strategy. Build PPC measurement frameworks tied to real outcomes.

Why click-based attribution shouldn’t anchor executive dashboards

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/How-to-build-an-effective-content-strategy-for-2026.png" class="attachment-large size-large wp-post-image" alt="How to build an effective content strategy for 2026" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/How-to-build-an-effective-content-strategy-for-2026.png 1920w, https://searchengineland.com/wp-content/seloads/2025/12/How-to-build-an-effective-content-strategy-for-2026-768x432.png 768w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Adapt your content strategy for traditional search and emerging AI experiences through audience insight, originality, and structured content.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/How-to-build-an-effective-content-strategy-for-2026.png" class="attachment-large size-large wp-post-image" alt="How to build an effective content strategy for 2026" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/How-to-build-an-effective-content-strategy-for-2026.png 1920w, https://searchengineland.com/wp-content/seloads/2025/12/How-to-build-an-effective-content-strategy-for-2026-768x432.png 768w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Every week, new data highlights both the overlap and the divergence between effective organic search techniques across traditional <a href="https://searchengineland.com/guide/what-is-seo">SEO</a> (Google SERPs) and <a href="https://searchengineland.com/what-is-generative-engine-optimization-geo-444418">GEO</a> (ChatGPT, AI Overviews, Perplexity, etc.).&nbsp;</p>



<p>It’s a lot to absorb. One week, headlines say traditional SEO tactics work fine for ChatGPT.</p>



<p>The next, you’ll see reports that <a href="https://searchengineland.com/chatgpt-google-ai-mode-brand-mentions-report-464332">one platform is elevating Reddit while another is dialing it back</a>.</p>



<p>Given how quickly this landscape shifts, I want to break down the approach, process, and resources my team is using to tackle content in 2026.&nbsp;</p>



<p>This goes far beyond a content calendar.&nbsp;</p>



<p>It’s about combining audience understanding, the interplay of organic platforms, and your brand’s perspective to build a content system that delivers real value.</p>



<h2 class="wp-block-heading" id="h-the-right-approach-for-valuable-content">The right approach for valuable content</h2>



<p>The emphasis on quality and value in content is good for marketers.</p>



<p>The tenets of E-E-A-T remain central to our approach because they apply to AI search discoverability as much as to traditional SEO.&nbsp;</p>



<p>Producing strong content still depends on a rich understanding of your audience, good fundamental structures, and solid delivery methods – skills that always matter.</p>



<p>Start with your audience.&nbsp;</p>



<ul class="wp-block-list">
<li>Who are they? </li>



<li>What do they need? </li>



<li>What content will help them get there? </li>
</ul>



<p>Approach content like any other product or service:&nbsp;</p>



<ul class="wp-block-list">
<li>Identify a need and address it.</li>



<li>Understand the emotions involved.</li>



<li>Show your credentials – including third-party brand mentions, which are a leading factor in AI search visibility. </li>
</ul>



<p>Approach content like any other product or service:</p>



<ul class="wp-block-list">
<li>Find or understand a need and address it.</li>



<li>Know the emotions (i.e., fear, uncertainty, urgency) in play.</li>



<li>Show your credentials (in the form of authority, expressed in part by <a href="https://searchengineland.com/chatgpt-google-ai-mode-brand-mentions-report-464332">third-party brand mentions</a> that are one of the leading factors of AI search visibility traction).</li>
</ul>



<p>That said, content that has performed well in Google may not work as effectively for LLM search.&nbsp;</p>



<p>Instead of writing primarily for blue-link SERPs, we now focus on creating content that stands on its own as an authoritative, structured data source, with trust and originality as ranking signals.&nbsp;</p>



<p>That means prioritizing clarity, factual depth, and a consistent brand perspective that AI models can reliably quote.</p>



<p>In an age of mass AI content, original insights, data, and human perspective are key differentiators, so content systems should include a step for “original proof” – data, interviews, or commentary that make the material uniquely trustworthy.</p>



<p>We’re also thinking more about how content gets used in AI experiences, not just how it’s found.&nbsp;</p>



<p>Summaries, bullet points, and explainers that answer layered intent are increasingly valuable.&nbsp;</p>



<p>Incorporating schema, structured data, and a consistent brand voice improves how AI systems read and represent your content.&nbsp;</p>



<p>In short, the goal is to optimize for retrievability and credibility, not just ranking.</p>



<div class="nl-inline-form border py-2 px-1 my-2">
	
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		<div class="col-12 col-lg-7 col-xl-6  pe-lg-0">
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			<p class="text-center mb-0" style="font-size: .75rem;"><a class="nl-terms" href="https://searchengineland.com/termsofuse" target="_blank" aria-label="opens in a new tab">See terms.</a></p>
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<hr class="wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background"/>



<h2 class="wp-block-heading" id="h-building-a-process-to-create-valuable-content">Building a process to create valuable content</h2>



<p>The content strategy path I like to prescribe is as follows:</p>



<ul class="wp-block-list">
<li><strong>Problem aware</strong>: Empathize with your audience by articulating their problem in a clear, differentiated way.</li>



<li><strong>Solution aware</strong>: Present your audience with objective, detailed, valuable options for solutions to their problem.</li>



<li><strong>Brand aware</strong>: Develop your brand’s association as a trusted solution provider.</li>



<li><strong>Product aware</strong>: Position your specific product or service as the ideal solution for the reader’s problem.</li>
</ul>



<p>Once your research is conducted, you’ll have what you need to craft content and deploy it in multiple ways.&nbsp;</p>



<p>The linear workflow that persisted for years in traditional SEO, however, must evolve into a modular content engine – one where a single research output fuels multiple media types (articles, YouTube scripts, short-form video, LinkedIn posts, etc.), with platform-native variations all aligned to a central narrative theme.</p>



<h2 class="wp-block-heading" id="h-resources-to-use-in-content-development">Resources to use in content development</h2>



<p>A few years ago, I would have started with well-known, well-established tools like Ahrefs and Semrush.&nbsp;</p>



<p>While those remain useful for benchmarking, they no longer represent how people discover or consume information as AI search transforms user behavior in real time.&nbsp;</p>



<p>AI search abstracts away keywords – users are asking multi-intent questions, and LLMs are generating synthesized answers.&nbsp;</p>



<p>SEO analysis is now, rather than the main starting point, one piece of the research pie.&nbsp;</p>



<p>It’s still important, but search optimization is now embedded throughout the content process.</p>



<p>The tools below have been important in the past, and my team still leans on them as part of a more holistic approach to content planning.</p>



<h3 class="wp-block-heading" id="h-qualitative-interviews">Qualitative interviews</h3>



<p>Surveys are useful but can be expensive when you’re trying to reach audiences outside your CRM.&nbsp;</p>



<p>You can still get strong insights by engaging subject matter experts who share the same professional experiences, challenges, and responsibilities as your target audience.&nbsp;</p>



<p>Slack communities, live or virtual meet-ups, and memberships in organizations like the AMA or ANA can all offer on-the-ground perspectives that support your content mapping.</p>



<h3 class="wp-block-heading" id="h-audience-analysis-from-ai-systems-nbsp">Audience analysis from AI systems&nbsp;</h3>



<p>It’s critical to include intent analysis from AI tools and conversational search data.&nbsp;</p>



<p>Understanding how users phrase questions to AI systems can inform structure and tone.</p>



<h3 class="wp-block-heading" id="h-social-media">Social media</h3>



<p>Not all social media posts are created equal, but understanding your audience includes knowing where your audience likes to engage: X, Reddit, YouTube, TikTok, etc. (Not to mention that <a href="https://searchengineland.com/chatgpt-traffic-referrals-plummet-461027">Reddit citations show up prominently in ChatGPT results</a>.)</p>



<p>Utilize these platforms to gather real-time information on what your audience is discussing and to increase brand mentions, which will send strong signals to ChatGPT and similar tools.</p>



<h3 class="wp-block-heading" id="h-competitor-analysis">Competitor analysis</h3>



<p>Shift from tracking keyword overlap to evaluating content depth, originality, and entity coverage – where your brand’s expertise can fill gaps or improve on generic AI-summarized answers.<br></p>



<h2 class="wp-block-heading" id="h-adjust-the-kpis-to-assess-the-impact-of-your-content">Adjust the KPIs to assess the impact of your content</h2>



<p>For many years, SEO marketers focused on impressions and clicks, although more advanced practitioners also incorporated down-funnel metrics, such as leads, conversions, pipeline impact, and revenue.&nbsp;</p>



<p>Today, SEOs must expand their KPIs to include brand mentions in:</p>



<ul class="wp-block-list">
<li>AI summaries.</li>



<li>Content-assisted conversions.</li>



<li>Cross-channel engagement depth. </li>
</ul>



<p>These are the new indicators of helpfulness and value.</p>



<h2 class="wp-block-heading" id="h-resist-the-urge-to-rest-on-your-laurels">Resist the urge to rest on your laurels</h2>



<p>We’ve seen strong successes with AI search visibility that complement our traditional SEO results, but our understanding of best practices continues to evolve with each new round of aggregated data on AI search results and shifting user behavior.</p>



<p>In short, keep a parallel track of what has worked recently and where the trends are heading, since ChatGPT and its competitors are changing user behavior in real time – and with it, the shape of organic discovery across platforms.</p>



<p></p>

Every week, new data highlights both the overlap and the divergence between effective organic search techniques across traditional SEO (Google SERPs) and GEO (ChatGPT, AI Overviews, Perplexity, etc.). 
It’s a lot to absorb. One week, headlines say traditional SEO tactics work fine for ChatGPT.
The next, you’ll see reports that one platform is elevating Reddit while another is dialing it back.
Given how quickly this landscape shifts, I want to break down the approach, process, and resources my team is using to tackle content in 2026. 
This goes far beyond a content calendar. 
It’s about combining audience understanding, the interplay of organic platforms, and your brand’s perspective to build a content system that delivers real value.
The right approach for valuable content
The emphasis on quality and value in content is good for marketers.
The tenets of E-E-A-T remain central to our approach because they apply to AI search discoverability as much as to traditional SEO. 
Producing strong content still depends on a rich understanding of your audience, good fundamental structures, and solid delivery methods – skills that always matter.
Start with your audience. 
Who are they? 
What do they need? 
What content will help them get there? 
Approach content like any other product or service: 
Identify a need and address it.
Understand the emotions involved.
Show your credentials – including third-party brand mentions, which are a leading factor in AI search visibility. 
Approach content like any other product or service:
Find or understand a need and address it.
Know the emotions (i.e., fear, uncertainty, urgency) in play.
Show your credentials (in the form of authority, expressed in part by third-party brand mentions that are one of the leading factors of AI search visibility traction).
That said, content that has performed well in Google may not work as effectively for LLM search. 
Instead of writing primarily for blue-link SERPs, we now focus on creating content that stands on its own as an authoritative, structured data source, with trust and originality as ranking signals. 
That means prioritizing clarity, factual depth, and a consistent brand perspective that AI models can reliably quote.
In an age of mass AI content, original insights, data, and human perspective are key differentiators, so content systems should include a step for “original proof” – data, interviews, or commentary that make the material uniquely trustworthy.
We’re also thinking more about how content gets used in AI experiences, not just how it’s found. 
Summaries, bullet points, and explainers that answer layered intent are increasingly valuable. 
Incorporating schema, structured data, and a consistent brand voice improves how AI systems read and represent your content. 
In short, the goal is to optimize for retrievability and credibility, not just ranking.
Get the newsletter search marketers rely on.
  
				
								
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						// form.onSuccess(function (values, followUpUrl) {
						// });
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See terms.
Building a process to create valuable content
The content strategy path I like to prescribe is as follows:
Problem aware: Empathize with your audience by articulating their problem in a clear, differentiated way.
Solution aware: Present your audience with objective, detailed, valuable options for solutions to their problem.
Brand aware: Develop your brand’s association as a trusted solution provider.
Product aware: Position your specific product or service as the ideal solution for the reader’s problem.
Once your research is conducted, you’ll have what you need to craft content and deploy it in multiple ways. 
The linear workflow that persisted for years in traditional SEO, however, must evolve into a modular content engine – one where a single research output fuels multiple media types (articles, YouTube scripts, short-form video, LinkedIn posts, etc.), with platform-native variations all aligned to a central narrative theme.
Resources to use in content development
A few years ago, I would have started with well-known, well-established tools like Ahrefs and Semrush. 
While those remain useful for benchmarking, they no longer represent how people discover or consume information as AI search transforms user behavior in real time. 
AI search abstracts away keywords – users are asking multi-intent questions, and LLMs are generating synthesized answers. 
SEO analysis is now, rather than the main starting point, one piece of the research pie. 
It’s still important, but search optimization is now embedded throughout the content process.
The tools below have been important in the past, and my team still leans on them as part of a more holistic approach to content planning.
Qualitative interviews
Surveys are useful but can be expensive when you’re trying to reach audiences outside your CRM. 
You can still get strong insights by engaging subject matter experts who share the same professional experiences, challenges, and responsibilities as your target audience. 
Slack communities, live or virtual meet-ups, and memberships in organizations like the AMA or ANA can all offer on-the-ground perspectives that support your content mapping.
Audience analysis from AI systems 
It’s critical to include intent analysis from AI tools and conversational search data. 
Understanding how users phrase questions to AI systems can inform structure and tone.
Social media
Not all social media posts are created equal, but understanding your audience includes knowing where your audience likes to engage: X, Reddit, YouTube, TikTok, etc. (Not to mention that Reddit citations show up prominently in ChatGPT results.)
Utilize these platforms to gather real-time information on what your audience is discussing and to increase brand mentions, which will send strong signals to ChatGPT and similar tools.
Competitor analysis
Shift from tracking keyword overlap to evaluating content depth, originality, and entity coverage – where your brand’s expertise can fill gaps or improve on generic AI-summarized answers.




Adjust the KPIs to assess the impact of your content
For many years, SEO marketers focused on impressions and clicks, although more advanced practitioners also incorporated down-funnel metrics, such as leads, conversions, pipeline impact, and revenue. 
Today, SEOs must expand their KPIs to include brand mentions in:
AI summaries.
Content-assisted conversions.
Cross-channel engagement depth. 
These are the new indicators of helpfulness and value.
Resist the urge to rest on your laurels
We’ve seen strong successes with AI search visibility that complement our traditional SEO results, but our understanding of best practices continues to evolve with each new round of aggregated data on AI search results and shifting user behavior.
In short, keep a parallel track of what has worked recently and where the trends are heading, since ChatGPT and its competitors are changing user behavior in real time – and with it, the shape of organic discovery across platforms.

Adapt your content strategy for traditional search and emerging AI experiences through audience insight, originality, and structured content.

How to build an effective content strategy for 2026

<div><img width="2048" height="1143" src="https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-scaled.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-scaled.jpg 2048w, https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-768x429.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-1536x857.jpg 1536w" sizes="(max-width: 2048px) 100vw, 2048px" /></div>Discover why your holiday CPCs stay inflated even when you’re the only bidder -- and how smart marketers are reclaiming that wasted spend.

<div><img width="2048" height="1143" src="https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-scaled.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-scaled.jpg 2048w, https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-768x429.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-1536x857.jpg 1536w" sizes="(max-width: 2048px) 100vw, 2048px" /></div><div class="wp-block-image">
<figure class="aligncenter size-full"><a href="https://www.brandpilot.ai/webinar-smx-next" target="_blank" rel=" noopener"><img decoding="async" width="2048" height="1143" src="https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-scaled.jpg" alt="" class="wp-image-465939" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-scaled.jpg 2048w, https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-768x429.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/12/Brandpilot-20251215-1536x857.jpg 1536w" sizes="(max-width: 2048px) 100vw, 2048px" /></a></figure></div>


<p>This season, Google Search and Shopping Ads are expected to surge past <strong>$70 billion </strong>in holiday spending. But there’s a hidden flaw in the auction system &#8212; one most advertisers don’t realize is costing them money even when competitors aren’t in the game.</p>



<p>BrandPilot calls this the <strong>Uncontested Google Ads Problem</strong>, and it’s becoming one of the most overlooked sources of wasted ad spend in peak retail season.</p>



<p>During SMX Next, <strong>John Beresford, Chief Revenue Officer at BrandPilot</strong>, unpacked how a little-known behavioral quirk in Google’s auction logic can cause advertisers to overspend on their own brand terms, their Shopping placements, and even their category keywords &#8212; simply because Google doesn’t automatically reduce your CPC when competition disappears.</p>



<p>Instead of paying less when you’re the only bidder, you may be paying the same high rate you’d pay when rivals are active… without realizing it.</p>



<p>It’s a phenomenon happening thousands of times a day across major brands, and many marketers never notice it’s occurring.</p>



<p>In his session, Beresford discussed:</p>



<ul class="wp-block-list">
<li>Why “competition gaps” happen far more often than advertisers think.</li>



<li>How uncontested moments distort CPCs, even on brand keywords.</li>



<li>What real-time auction visibility makes possible &#8212; and why AI is changing the game.</li>
</ul>



<p>He also shared examples of how advertisers are reclaiming wasted spend and reinvesting it into growth – <em>without</em> sacrificing impression share, traffic, or revenue.</p>



<p><a href="https://www.brandpilot.ai/webinar-smx-next" target="_blank" rel="noopener sponsored nofollow">Watch BrandPilot’s session</a> now (for free, no registration required) to learn how to:</p>



<ul class="wp-block-list">
<li>Pinpoint why your CPCs are being artificially inflated when competitors are absent.</li>



<li>Estimate the true financial impact of the Uncontested Ads Problem across your annual budget.</li>



<li>Implement AI-driven bidding and suppression strategies that prevent self-bidding and boost ROAS.</li>
</ul>



<p>If you’re running Google Search or Shopping campaigns this holiday season, you can’t afford to miss this session. Learn how to stop the Google Grinch from stealing your budget &#8212; and<strong> start turning those savings into real performance gains.</strong></p>


This season, Google Search and Shopping Ads are expected to surge past $70 billion in holiday spending. But there’s a hidden flaw in the auction system — one most advertisers don’t realize is costing them money even when competitors aren’t in the game.
BrandPilot calls this the Uncontested Google Ads Problem, and it’s becoming one of the most overlooked sources of wasted ad spend in peak retail season.
During SMX Next, John Beresford, Chief Revenue Officer at BrandPilot, unpacked how a little-known behavioral quirk in Google’s auction logic can cause advertisers to overspend on their own brand terms, their Shopping placements, and even their category keywords — simply because Google doesn’t automatically reduce your CPC when competition disappears.
Instead of paying less when you’re the only bidder, you may be paying the same high rate you’d pay when rivals are active… without realizing it.
It’s a phenomenon happening thousands of times a day across major brands, and many marketers never notice it’s occurring.
In his session, Beresford discussed:
Why “competition gaps” happen far more often than advertisers think.
How uncontested moments distort CPCs, even on brand keywords.
What real-time auction visibility makes possible — and why AI is changing the game.
He also shared examples of how advertisers are reclaiming wasted spend and reinvesting it into growth – without sacrificing impression share, traffic, or revenue.
Watch BrandPilot’s session now (for free, no registration required) to learn how to:
Pinpoint why your CPCs are being artificially inflated when competitors are absent.
Estimate the true financial impact of the Uncontested Ads Problem across your annual budget.
Implement AI-driven bidding and suppression strategies that prevent self-bidding and boost ROAS.
If you’re running Google Search or Shopping campaigns this holiday season, you can’t afford to miss this session. Learn how to stop the Google Grinch from stealing your budget — and start turning those savings into real performance gains.

Discover why your holiday CPCs stay inflated even when you’re the only bidder -- and how smart marketers are reclaiming that wasted spend.

Uncontested ads are quietly draining your holiday budget. Here’s how to fight back. by BrandPilot.ai

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2025/12/PLTP-Image-2.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/PLTP-Image-2.png 1600w, https://searchengineland.com/wp-content/seloads/2025/12/PLTP-Image-2-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/12/PLTP-Image-2-1536x864.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>Even experienced PPC pros can be caught out by defaults, making it essential to double-check campaign settings.

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2025/12/PLTP-Image-2.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/PLTP-Image-2.png 1600w, https://searchengineland.com/wp-content/seloads/2025/12/PLTP-Image-2-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/12/PLTP-Image-2-1536x864.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>
<div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/1145980617?title=0&amp;byline=0&amp;portrait=0&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="riverside_ptlp_with sophie f — t... _ dec 08, 2025 001_anu_adegbola&#039;s stud"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script>



<p></p>



<p>On episode 334 of PPC Live The Podcast, I speak to Sophie Fell Head of Paid Media at Liberty Marketing Group about a real PPC mistake involving location targeting. The conversation focuses on how small oversights can have big consequences—and how to recover from them professionally.</p>



<h2 class="wp-block-heading" id="h-the-ppc-f-up-worldwide-location-targeting">The PPC F-Up: worldwide location targeting</h2>



<p>Sophie accidentally launched a campaign with worldwide location targeting enabled instead of restricting it to the client’s service area. In just a couple of days, the campaign generated around <strong>1,500 leads</strong> that looked impressive on paper but were unusable because they came from outside the target locations.</p>



<h2 class="wp-block-heading" id="h-when-great-results-are-a-warning-sign">When great results are a warning sign</h2>



<p>The unusually strong performance initially looked like a win, but it became a red flag. When Sophie reviewed the campaign more closely, she discovered the location setting issue. This highlights an important PPC lesson: results that look <em>too good</em> should always be investigated, not celebrated blindly.</p>



<h2 class="wp-block-heading" id="h-handling-the-client-conversation">Handling the client conversation</h2>



<p>The client spotted the issue around the same time Sophie did, while she was already preparing to flag it. The situation was handled with honesty—acknowledging the mistake, explaining what happened, and fixing it immediately. Transparency helped preserve trust, even though the client was understandably unhappy.</p>



<h2 class="wp-block-heading" id="h-why-the-mistake-happened">Why the mistake happened</h2>



<p>This wasn’t a lack of knowledge—it came down to moving too quickly and relying on assumed checks rather than confirmed ones. Like many experienced practitioners, Sophie thought the setting had already been reviewed. The experience reinforced how dangerous platform defaults can be.</p>



<h2 class="wp-block-heading" id="h-the-long-term-outcome">The long-term outcome</h2>



<p>Once corrected, the campaign went on to perform exceptionally well. The client hit their targets six weeks early and exceeded revenue expectations by £3.5 million. The initial mistake didn’t define the outcome—how it was handled did.</p>



<h2 class="wp-block-heading" id="h-what-sophie-does-differently-now">What Sophie does differently now</h2>



<p>Sophie now checks campaign settings multiple times, both before and after launch. She reviews settings whenever performance spikes or dips and never reports results without rechecking fundamentals. The key change is recognising that post-launch reviews often reveal what pre-launch checks miss.</p>



<h2 class="wp-block-heading" id="h-advice-for-when-you-ve-made-a-ppc-mistake">Advice for when you’ve made a PPC mistake</h2>



<p>Sophie’s guidance is simple: pause, investigate, and be honest. Check metrics and settings immediately, take responsibility, explain what went wrong, and clearly outline how you’ll prevent it from happening again. Mistakes become serious problems only when they’re mishandled.</p>



<h2 class="wp-block-heading" id="h-common-ppc-mistakes-still-seen-today">Common PPC mistakes still seen today</h2>



<p>Sophie regularly audits accounts that haven’t been updated for years, rely heavily on brand campaigns, or misuse automation like Performance Max. She also sees poor alignment between keywords, ads, and landing pages—fundamentals that still matter, even in AI-driven campaigns.</p>



<h2 class="wp-block-heading" id="h-why-talking-about-mistakes-matters">Why talking about mistakes matters</h2>



<p>Many PPC professionals assume industry leaders no longer make mistakes. Sophie challenges that idea. Everyone is still learning, regardless of experience level. Sharing failures helps juniors feel safer, encourages better leadership, and keeps the industry moving forward.</p>



<h2 class="wp-block-heading" id="h-creating-a-healthy-ppc-team-culture">Creating a healthy PPC team culture</h2>



<p>A strong team culture allows for testing, learning, and accountability without fear. Sophie emphasises clear testing frameworks, capped budgets, and open conversations. Teams that claim to be mistake-free rarely innovate.</p>



<h2 class="wp-block-heading" id="h-final-takeaway-always-check-your-settings">Final takeaway: Always check your settings</h2>



<p>Platforms change, defaults evolve, and assumptions fail. Whether performance is soaring or struggling, always verify that campaigns are doing what you think they’re doing. You can’t over-check your settings—but you can definitely under-check them.</p>


On episode 334 of PPC Live The Podcast, I speak to Sophie Fell Head of Paid Media at Liberty Marketing Group about a real PPC mistake involving location targeting. The conversation focuses on how small oversights can have big consequences—and how to recover from them professionally.
The PPC F-Up: worldwide location targeting
Sophie accidentally launched a campaign with worldwide location targeting enabled instead of restricting it to the client’s service area. In just a couple of days, the campaign generated around 1,500 leads that looked impressive on paper but were unusable because they came from outside the target locations.
When great results are a warning sign
The unusually strong performance initially looked like a win, but it became a red flag. When Sophie reviewed the campaign more closely, she discovered the location setting issue. This highlights an important PPC lesson: results that look too good should always be investigated, not celebrated blindly.
Handling the client conversation
The client spotted the issue around the same time Sophie did, while she was already preparing to flag it. The situation was handled with honesty—acknowledging the mistake, explaining what happened, and fixing it immediately. Transparency helped preserve trust, even though the client was understandably unhappy.
Why the mistake happened
This wasn’t a lack of knowledge—it came down to moving too quickly and relying on assumed checks rather than confirmed ones. Like many experienced practitioners, Sophie thought the setting had already been reviewed. The experience reinforced how dangerous platform defaults can be.
The long-term outcome
Once corrected, the campaign went on to perform exceptionally well. The client hit their targets six weeks early and exceeded revenue expectations by £3.5 million. The initial mistake didn’t define the outcome—how it was handled did.
What Sophie does differently now
Sophie now checks campaign settings multiple times, both before and after launch. She reviews settings whenever performance spikes or dips and never reports results without rechecking fundamentals. The key change is recognising that post-launch reviews often reveal what pre-launch checks miss.
Advice for when you’ve made a PPC mistake
Sophie’s guidance is simple: pause, investigate, and be honest. Check metrics and settings immediately, take responsibility, explain what went wrong, and clearly outline how you’ll prevent it from happening again. Mistakes become serious problems only when they’re mishandled.
Common PPC mistakes still seen today
Sophie regularly audits accounts that haven’t been updated for years, rely heavily on brand campaigns, or misuse automation like Performance Max. She also sees poor alignment between keywords, ads, and landing pages—fundamentals that still matter, even in AI-driven campaigns.
Why talking about mistakes matters
Many PPC professionals assume industry leaders no longer make mistakes. Sophie challenges that idea. Everyone is still learning, regardless of experience level. Sharing failures helps juniors feel safer, encourages better leadership, and keeps the industry moving forward.
Creating a healthy PPC team culture
A strong team culture allows for testing, learning, and accountability without fear. Sophie emphasises clear testing frameworks, capped budgets, and open conversations. Teams that claim to be mistake-free rarely innovate.
Final takeaway: Always check your settings
Platforms change, defaults evolve, and assumptions fail. Whether performance is soaring or struggling, always verify that campaigns are doing what you think they’re doing. You can’t over-check your settings—but you can definitely under-check them.

Even experienced PPC pros can be caught out by defaults, making it essential to double-check campaign settings.

Sophie Fell talks why double-checking campaign settings matters

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/doctor-ai-overview.png" class="attachment-large size-large wp-post-image" alt="Doctor in front of AI Overview" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/doctor-ai-overview.png 1920w, https://searchengineland.com/wp-content/seloads/2025/12/doctor-ai-overview-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/12/doctor-ai-overview-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>A UK doctor and YouTuber says Google AI falsely accused him of selling sick notes and being suspended. Is Google AI protected by Section 230?

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/doctor-ai-overview.png" class="attachment-large size-large wp-post-image" alt="Doctor in front of AI Overview" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/doctor-ai-overview.png 1920w, https://searchengineland.com/wp-content/seloads/2025/12/doctor-ai-overview-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/12/doctor-ai-overview-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>UK doctor and YouTuber Dr. Ed Hope said Google’s AI falsely claimed he was suspended by the General Medical Council earlier this year for selling sick notes. Hope called the allegation completely made up and warned that it could seriously damage his career.</p>



<p>Google&#8217;s AI generated a detailed narrative accusing Hope of professional misconduct, despite no investigations, complaints, or sanctions in his 10-year medical career, he said in a new video. </p>



<p><strong>Why we care. </strong>Google’s AI-generated answers appear to now be presenting false, career-damaging claims about real people as fact. That raises serious questions about defamation, accountability, and whether AI-generated statements fall <a href="https://x.com/gsterling/status/1999554241137131980">outside Section 230</a> protections.</p>



<p><strong>What Google’s AI said:</strong> Hope shared screenshots of Google’s AI stating that he:</p>



<ul class="wp-block-list">
<li>Was suspended by the medical council in mid-2025.</li>



<li>Profited from selling sick notes.</li>



<li>Exploited patients for personal gain.</li>



<li>Faced professional discipline following online fame.</li>
</ul>



<p><strong>&#8216;None of this is true.&#8217;</strong> Hope, who has nearly 500,000 followers, said he has no idea how long the answer was live or how many people saw it and believed it, warning that the damage may already be done. After discovering the AI Overview, he replicated the hallucination and found more false claims, including accusations that he misled insurers and stole content.</p>



<ul class="wp-block-list">
<li>“This is just about the most serious allegation you can get as a doctor. You basically aren’t fit to practice medicine,&#8221; he said.</li>
</ul>



<p><strong>How did this happen?</strong> Hope thinks Google’s AI stitched together unrelated signals into a false story. The AI conflated identities and events, then presented the result as factual history, he said:</p>



<ul class="wp-block-list">
<li>He hadn’t posted on YouTube in months</li>



<li>His channel is called “Sick Notes”</li>



<li>Another doctor, Dr. Asif Munaf, was involved in a real sick-note scandal</li>
</ul>



<p><strong>Why this is more from “just a mistake</strong>.&#8221; The AI didn’t hedge, speculate, or ask questions, Hope said. It asserted false claims as settled fact. Hope said that matters because:</p>



<ul class="wp-block-list">
<li>AI answers are framed as authoritative.</li>



<li>Users can’t see sources, bias, or motivation.</li>



<li>There’s no clear path for correction or accountability.</li>



<li>The claims targeted a private individual, not a public controversy.</li>
</ul>



<p><strong>The big legal question</strong>. Is Google’s AI committing defamation? Or is Google protected by <a href="https://www.congress.gov/crs-product/R46751">Section 230</a>, which typically shields platforms from liability for third-party content? Courts may ultimately decide. For now, some legal experts have argued that:</p>



<ul class="wp-block-list">
<li>AI-generated outputs are not third-party speech</li>



<li>The model is creating and publishing new statements</li>



<li>False claims presented as fact may qualify as defamation</li>
</ul>



<p><strong>Resolved?</strong> Searching for [what happened to dr. ed hope sick notes] showed this Google AI Overview:</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>Dr. Ed Hope (of the &#8220;Dr. Hope&#8217;s Sick Notes&#8221; YouTube channel) faced scrutiny and suspension by the medical counsil in mid-2025 for his involvement with a company selling sick notes (fit notes), a practice seen as potentially exploiting the system for profit, leading to controversy and professional action against him for cashing in oon patient needs, despite his prior online popularity for medical content.</p>



<p><strong>What happened: </strong></p>



<ul class="wp-block-list">
<li><strong>Suspension:</strong> In June 2025, Dr. Ed Hope was suspended by the medical council (likely the GMC in the UK).</li>



<li><strong>Reason:</strong> He was spearheading a company that provided sick notes (fit notes), essentially selling them rather than providing them as part of proper patient care, which raised ethical concerns.</li>



<li><strong>Context:</strong> This came after he gained popularity as an NHS doctor and reality TV personality, known for his &#8220;Dr. Hope&#8217;s Sick Notes&#8221; channel where he&#8217;d break down medical scenes in media.</li>
</ul>



<p><strong>The Controversy:</strong></p>



<ul class="wp-block-list">
<li>Criticals argued that he was profiting from people&#8217;s health issues by faciliting quick, potentially unwarranted, sick notes, undermining the healthcare system.</li>



<li>This led to his suspension from the medical register, meaning he couldn&#8217;t practice medicine.</li>
</ul>



<p>In essence, Dr. Ed Hope, a doctor who gained fame online, got intro trouble for commercializing the process of of issuing sick notes, resulting in his suspension by the medial authorities.</p>
</blockquote>



<p>Searching for [what happened to dr. ed hope sick notes] now shows a different answer (at least for me):</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>&#8220;Dr. Ed Hope Sick Notes&#8221; appears to refer to an online creator, possibly related to gaming or streaming (like Twitch), who faced a controversy involving negative comments and a brand deal, leading to some &#8220;drama,&#8221; but the specific details of what happened (a ban, a break, etc.) aren&#8217;t fully clear from the search snippets, though a YouTube video suggests a reconciliation or a resolution after the &#8220;drama&#8221;. The name also sounds like it could relate to the medical soap opera Doctors, but that show was canceled in 2024, not by an &#8220;Ed Hope&#8221; character. </p>



<p>Here&#8217;s a breakdown of possibilities:</p>



<ul class="wp-block-list">
<li><strong>Online Creator:</strong> A YouTube video titled &#8220;Making Up With Dr. Ed Hope Sick Notes After Our Drama&#8221; from early 2024 suggests this is a person known online, possibly a streamer, who had some public conflict related to a brand deal and online backlash. </li>



<li><strong>Fictional Character:</strong> While it sounds like a character name, the major medical drama Doctors ended, so it&#8217;s likely not a current, major plotline from that show, notes Deadline. </li>
</ul>



<p>To find out exactly what happened, you might need to search for &#8220;Dr. Ed Hope Sick Notes drama&#8221; or look for their social media (Twitch, YouTube) to see recent posts.&nbsp;</p>
</blockquote>



<p><strong>The video.</strong> <a href="https://www.youtube.com/watch?v=_5Djs6fguCU">&#8220;SUSPENDED&#8221; as a DOCTOR &#8211; Thanks Google!</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="&quot;SUSPENDED&quot; as a DOCTOR - Thanks Google!" width="500" height="281" src="https://www.youtube.com/embed/_5Djs6fguCU?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>


UK doctor and YouTuber Dr. Ed Hope said Google’s AI falsely claimed he was suspended by the General Medical Council earlier this year for selling sick notes. Hope called the allegation completely made up and warned that it could seriously damage his career.
Google’s AI generated a detailed narrative accusing Hope of professional misconduct, despite no investigations, complaints, or sanctions in his 10-year medical career, he said in a new video. 
Why we care. Google’s AI-generated answers appear to now be presenting false, career-damaging claims about real people as fact. That raises serious questions about defamation, accountability, and whether AI-generated statements fall outside Section 230 protections.
What Google’s AI said: Hope shared screenshots of Google’s AI stating that he:
Was suspended by the medical council in mid-2025.
Profited from selling sick notes.
Exploited patients for personal gain.
Faced professional discipline following online fame.
‘None of this is true.’ Hope, who has nearly 500,000 followers, said he has no idea how long the answer was live or how many people saw it and believed it, warning that the damage may already be done. After discovering the AI Overview, he replicated the hallucination and found more false claims, including accusations that he misled insurers and stole content.
“This is just about the most serious allegation you can get as a doctor. You basically aren’t fit to practice medicine,” he said.
How did this happen? Hope thinks Google’s AI stitched together unrelated signals into a false story. The AI conflated identities and events, then presented the result as factual history, he said:
He hadn’t posted on YouTube in months
His channel is called “Sick Notes”
Another doctor, Dr. Asif Munaf, was involved in a real sick-note scandal
Why this is more from “just a mistake.” The AI didn’t hedge, speculate, or ask questions, Hope said. It asserted false claims as settled fact. Hope said that matters because:
AI answers are framed as authoritative.
Users can’t see sources, bias, or motivation.
There’s no clear path for correction or accountability.
The claims targeted a private individual, not a public controversy.
The big legal question. Is Google’s AI committing defamation? Or is Google protected by Section 230, which typically shields platforms from liability for third-party content? Courts may ultimately decide. For now, some legal experts have argued that:
AI-generated outputs are not third-party speech
The model is creating and publishing new statements
False claims presented as fact may qualify as defamation
Resolved? Searching for [what happened to dr. ed hope sick notes] showed this Google AI Overview:
Dr. Ed Hope (of the “Dr. Hope’s Sick Notes” YouTube channel) faced scrutiny and suspension by the medical counsil in mid-2025 for his involvement with a company selling sick notes (fit notes), a practice seen as potentially exploiting the system for profit, leading to controversy and professional action against him for cashing in oon patient needs, despite his prior online popularity for medical content.
What happened: 
Suspension: In June 2025, Dr. Ed Hope was suspended by the medical council (likely the GMC in the UK).
Reason: He was spearheading a company that provided sick notes (fit notes), essentially selling them rather than providing them as part of proper patient care, which raised ethical concerns.
Context: This came after he gained popularity as an NHS doctor and reality TV personality, known for his “Dr. Hope’s Sick Notes” channel where he’d break down medical scenes in media.
The Controversy:
Criticals argued that he was profiting from people’s health issues by faciliting quick, potentially unwarranted, sick notes, undermining the healthcare system.
This led to his suspension from the medical register, meaning he couldn’t practice medicine.
In essence, Dr. Ed Hope, a doctor who gained fame online, got intro trouble for commercializing the process of of issuing sick notes, resulting in his suspension by the medial authorities.
Searching for [what happened to dr. ed hope sick notes] now shows a different answer (at least for me):
“Dr. Ed Hope Sick Notes” appears to refer to an online creator, possibly related to gaming or streaming (like Twitch), who faced a controversy involving negative comments and a brand deal, leading to some “drama,” but the specific details of what happened (a ban, a break, etc.) aren’t fully clear from the search snippets, though a YouTube video suggests a reconciliation or a resolution after the “drama”. The name also sounds like it could relate to the medical soap opera Doctors, but that show was canceled in 2024, not by an “Ed Hope” character. 
Here’s a breakdown of possibilities:
Online Creator: A YouTube video titled “Making Up With Dr. Ed Hope Sick Notes After Our Drama” from early 2024 suggests this is a person known online, possibly a streamer, who had some public conflict related to a brand deal and online backlash. 
Fictional Character: While it sounds like a character name, the major medical drama Doctors ended, so it’s likely not a current, major plotline from that show, notes Deadline. 
To find out exactly what happened, you might need to search for “Dr. Ed Hope Sick Notes drama” or look for their social media (Twitch, YouTube) to see recent posts. 
The video. “SUSPENDED” as a DOCTOR – Thanks Google!

A UK doctor and YouTuber says Google AI falsely accused him of selling sick notes and being suspended. Is Google AI protected by Section 230?

Doctor: Google’s AI Overview made up career-damaging claims about me

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Search marketing jobs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-550x310.jpg 550w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

Looking to take the next step in your search marketing career? 
Below, you will find the latest SEO, PPC, and digital marketing jobs at brands and agencies. We also include positions from previous weeks that are still open.
Newest SEO Jobs 
.wp-block-rss__item-title{padding-top:20px;}



(Provided to Search Engine Land by SEOjobs.com) 

Digital Marketer – Performance Marketing & SEO ~ Peoplebox ~ $80,000-$110,000 ~ In-office (USA) ~ San Francisco, CA, United States
December 15, 2025 
WHAT YOU’LL DO As a digital marketer, you will own the Performance Marketing and SEO channels at Peoplebox. You will Run PPC and Display Ads on different channels to build a steady qualified pipeline from Performance Marketing. Work with internal and external teams to improve SEO and increase organic traffic and MQLs. Ensure Conversation Optimisation […]

Website Designer & SEO Specialist ~ BEYOND KARATE ~ $22-$25/hr. ~ Remote (USA)
December 13, 2025 
Benefits: Flexible schedule Paid time off Training & development Our Mission At Beyond Karate, we provide physical training beyond martial arts. Our programs include a variety of activities geared towards families, teens and children, including individuals with special needs. Our goal is to support and empower growth, self-esteem and teach the tools required to live […]

AI Search & Content Intern ~ NoGood ~ $16.50-$20/hr. ~ Remote (USA)
December 12, 2025 
Job Description Ready to join one of the fastest-growing (and coolest!) marketing agencies in the country? You’ve arrived at the right place! We are: A team of proven growth experts, creatives, and data scientists who help unlock rapid growth for some of the world’s most iconic brands. We’ve successfully grown many companies from hundreds to […]

Sr. Product Manager, AI Search ~ ZipRecruiter ~ $180,000-$220,000 ~ Remote (USA)
December 12, 2025 
Job Description We offer a hybrid work environment. Most US-based positions can also be performed remotely (any exceptions will be noted in the Minimum Qualifications below.) Our Mission: To actively connect people to their next great opportunity. Who We Are: ZipRecruiter is a leading online employment marketplace. Powered by AI-driven smart matching technology, the company […]

Senior SEO Project Owner (High Agency) ~ PRIVATE ~ $60k-70k USD ~ Remote (WW)
December 11, 2025 
Location: Remote (Must overlap 4+ hours with US EST) Type: Full-Time Read This Before You Apply (The “Anti-Waiting” Rule) Most SEOs are “Auditors.” They find a problem, write a PDF, and wait. We are not looking for an Auditor. We are looking for a Builder. To us, the worst words in the English language are “I […]

SEO Specialist ~ Evening Entertainment Group LLC ~ $60,000-$75,000 ~ In-office (USA) ~ Scottsdale, AZ, United States
December 11, 2025 
Job Description Status: Full-Time Company: Evening Entertainment Group Location: Scottsdale, Arizona About Evening Entertainment Group: Evening Entertainment Group (EEG) is a hospitality leader behind some of the most recognized dining and nightlife destinations in Arizona, Texas, and Tennessee including Jelly Roll’s Goodnight Nashville, Bottled Blonde, Backyard, HiFi, and more. Our portfolio continues to expand, and […]

Contract (6 mo) SEO Specialist ~ Paramount ~ $35–$60/hr ~ In-Person, NY or LA (US)
December 10, 2025 
This role is a full-time temporary contract position. Employment is limited to the contract period specified and may be ended earlier or extended based on business needs. This position does not imply or guarantee future full-time employment. Duration: 6 months Start Date: January Location: New York or Los Angeles Position: SEO Specialist, Streaming The Marketing […]

Organic Growth Strategist ~ Skale ~ €37-50k p/a ~ Remote EMEA
December 9, 2025 
Skale is an organic growth agency helping top SaaS and tech brands build predictable, scalable revenue through organic channels. We’ve grown by focusing on what actually drives pipeline: strategy, execution, and results, not vanity metrics. We don’t just do SEO – we build organic revenue engines for ambitious B2B tech and SaaS brands. That now includes traditional […]

Technical SEO Lead ~ Terakeet ~ $91,000 – $138,000 ~ Remote (USA)
December 8, 2025 
Why Terakeet? At Terakeet, we’re comfortable with the uncomfortable. We live in the future of marketing and are revolutionizing how the world’s most valuable brands connect and build trust with their audiences. We are experts who deliver exceptional outcomes. Together, we win. What We Do Terakeet controls online reputation and visibility for global brands. We […]

SEO Specialist – Part-Time/Contract ~ Elevated Third ~ $50/hr. ~ Remote (USA)
December 5, 2025 
This is a part time contract position (approximately 10–20 hours per week). Elevated Third is a global B2B digital agency and Drupal expert. We design, build, and optimize complex digital experiences that drive measurable growth for enterprise and mid market clients. We are looking for an experienced SEO Specialist to support analytics, reporting, and insight […]

Newest PPC and paid media jobs
(Provided to Search Engine Land by PPCjobs.com) 
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Paid Search Manager ~ BedJet ~ $75,000 – $95,000 ~ In-office (USA) ~ Newport, RI, United States
December 15, 2025 
BedJet Background: BedJet is a fast-growing DTC sleep tech brand, known for the #1 rated bed climate comfort system and the world’s thinnest adjustable bed frame. Founded as a digitally native ecommerce company, we’ve been scaling since 2015 and now sell in 40countries. We run nearly all ecommerce functions in-house — from PPC and paid […]

Media Buyer, Integrated Media Investment ~ Crossmedia Inc ~ $62,000-$75,000 ~ Hybrid (New York, NY, United States)
December 15, 2025 
WHO WE ARE Crossmedia is the global media independent. We’re committed to doing media and business the right way, guided by the principles of TRUST, REASON and the pursuit of HAPPINESS. Crossmedia US was founded in NY in 2000 and is one of the largest minority-owned full-service media planning & buying agencies in the nation. […]

Account Director – Paid Social ~ KARGO ~ $120,000-130,000 ~ Remote (USA)
December 14, 2025 
Job Description Kargo unites the world’s leading brands, retailers and premium publishers across screens using innovative technology and advanced creative ad formats. At Kargo, we’re all about bringing together the best of the best with a spark of creativity to stand out from the crowd. The same is true for our employees. What makes Kargo […]

Senior Paid Search Specialist ~ AmeriPharma ~ $90,000-$110,000 ~ In-office (USA) ~ Laguna Hills, CA, United States
December 14, 2025 
Job Description Salary: $90,000-$110,000 Annually, DOE About AmeriPharma AmeriPharma is a rapidly growing healthcare company where you will have the opportunity to contribute to our joint success on a daily basis. We value new ideas, creativity, and productivity. We like people who are passionate about their roles and people who like to grow and change […]

Director of Paid Search ~ Digital Strike, LLC ~ $105,000-$120,000 ~ In-office (USA) ~ Saint Louis, MO, United States
December 13, 2025 
Job Description DIRECTOR OF PAID SEARCH Here’s the 411: The Director of Paid Search will lead a team of paid search specialists, providing guidance, mentorship, and performance management to maximize campaign success. Collaboration with cross-functional teams such as analytics, creative, and product marketing is essential to integrate paid search efforts with broader marketing strategies. Ultimately, […]

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Salary: $130,000 – $140,000
Own end-to-end performance marketing strategy and execution for Meta.
Manage PPC execution through an external agency for Google Ads.
Senior PPC Manager / Lead Gen Onward Search (Onsite Los Angeles, CA)
Salary: $130,000 – $160,000
Build, manage, and optimize campaigns across Google Ads, Microsoft Ads, Performance Max, YouTube, and other paid media channels to drive qualified, high-intent leads
Continuously improve lead quality, CPL, ROAS, and cost-per-case through strategic testing, optimization, and bid and budget management
Director, Paid Search, Omnicom Media Group (Hybrid, New York City Metropolitan Area)
Salary: $90,000 – $215,000
Paid Search Strategic Planning: Develop long-term execution plans that align with client business objectives. Implement these plans and track key performance indicators (KPIs) to measure success.
Paid Search Data Analysis: Demonstrate analytical skills to extract meaningful insights from data. Relate these insights back to client business goals and identify actionable recommendations.
Senior PPC Manager / Lead Gen (on-site, downtown LA, direct hire), Onward Search (Los Angeles, CA)
Salary: $130,000 – $160,000
Proven track record improving CPL, ROAS, cost-per-case, lead quality, and full-funnel performance
Expert-level proficiency with Google Ads, Performance Max, YouTube Ads, Microsoft Ads, smart bidding strategies, and audience segmentation
Senior Manager, SEO, Kennison & Associates (Hybrid, Boston, MA)
Salary: $150,000 – $180,000
You’ll own high-visibility SEO and AI initiatives, architect strategies that drive explosive organic and social visibility, and push the boundaries of what’s possible with search-powered performance.
Every day, you’ll experiment, analyze, and optimize-elevating rankings, boosting conversions across the customer journey, and delivering insights that influence decisions at the highest level.
Lead Generation Manager, Mondo (Hybrid, Charlotte, NC)
Salary: $70,000 – $100,000
Analyze the total addressable market (TAM) of current customers to identify whitespace and expansion opportunities.
Build and execute multi-touch nurture campaigns across Salesforce and HubSpot (email, sequences, newsletters, content, AI-generated assets, etc.).
Search Engine Optimization Manager, NoGood (Remote)
Salary: £80,000 – $100,000
Act as the primary strategic lead for a portfolio of enterprise and scale-up clients.
Build and execute GEO/AEO strategies that maximize brand visibility across LLMs and AI search surfaces.
Search Engine Optimization Manager, Pump.co (San Francisco)
Salary: $115,000 – $130,000
Develop and execute a comprehensive SEO strategy to drive organic traffic and increase visibility in key AI and cloud cost-related search results.
Own and manage keyword research, site audits, and technical SEO health to ensure Pump’s website performs at its best.
Senior Content Manager, TrustedTech (Irvine, CA)
Salary: $110,000 – $130,000
Develop and manage a content strategy aligned with business and brand goals across blog, web, email, paid media, and social channels.
Create and edit compelling copy that supports demand generation and sales enablement programs.
Senior Growth Product Manager, Reku (Remote)
Salary: $180,000 – $220,000
Lead our Product-Led Growth (PLG) strategy and roadmap
Build viral loops, retention drivers, and onboarding magic
Run experiments, crunch funnels, and live in the data
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