<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2025/05/google-analytics-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2025/05/google-analytics-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/05/google-analytics-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/05/google-analytics-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>This new feature acts like a privacy compliance scorecard, giving Excellent or Good scores your Consent Mode setup.

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2025/05/google-analytics-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/05/google-analytics-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/05/google-analytics-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/05/google-analytics-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google Analytics quietly rolled out a new feature: Consent Signal Ratings for each data stream – and it couldn’t have come at a better time.</p>



<p><strong>What’s new.</strong> GA4 now displays a Consent Signal Rating per data stream, effectively auditing your Consent Mode setup. The tool categorizes your implementation as <em>Excellent</em> or <em>Good</em> (with more statuses potentially coming, though none have been observed yet).</p>



<p><strong>Where to find it</strong>. <em>Admin > Data collection and modification > Consent settings</em></p>



<p><strong>Why we care.</strong> Google is tightening enforcement on privacy compliance. This includes blocking conversion tracking for advertisers who don’t implement Consent Mode correctly. The new Consent Signal Rating gives a clear, stream-level view of whether your setup meets Google&#8217;s standards. If your rating isn&#8217;t <em>Excellent</em>, your ad performance and attribution data could suffer, especially in privacy-regulated regions like the EU.</p>



<p><strong>What to do</strong>. If your data stream shows <em>Good</em> instead of <em>Excellent</em>, review your Consent Mode or GTM setup. Anecdotally, some <em>Good</em> ratings still reflected incorrect or partial implementations.</p>



<p><strong>First seen.</strong> We were first made aware of this update when Thomas Eccel, head of Google Ads at JvM IMPACT, shared the update on <a href="https://www.linkedin.com/posts/thomaseccel_ppc-googleads-ad-activity-7342801138494181376-py_U/" target="_blank" rel="noopener">LinkedIn</a>.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="499" height="416" src="https://searchengineland.com/wp-content/seloads/2025/06/Screenshot-2025-06-23-at-18.39.38.png" alt="" class="wp-image-457397"/></figure></div>


<p><strong>Bottom line.</strong> This feature acts like a privacy compliance scorecard. If you rely on conversion tracking and user-level analytics (especially in GDPR zones) make sure your Consent Mode is rated <em>Excellent</em>.</p>


Google Analytics quietly rolled out a new feature: Consent Signal Ratings for each data stream – and it couldn’t have come at a better time.
What’s new. GA4 now displays a Consent Signal Rating per data stream, effectively auditing your Consent Mode setup. The tool categorizes your implementation as Excellent or Good (with more statuses potentially coming, though none have been observed yet).
Where to find it. Admin > Data collection and modification > Consent settings
Why we care. Google is tightening enforcement on privacy compliance. This includes blocking conversion tracking for advertisers who don’t implement Consent Mode correctly. The new Consent Signal Rating gives a clear, stream-level view of whether your setup meets Google’s standards. If your rating isn’t Excellent, your ad performance and attribution data could suffer, especially in privacy-regulated regions like the EU.
What to do. If your data stream shows Good instead of Excellent, review your Consent Mode or GTM setup. Anecdotally, some Good ratings still reflected incorrect or partial implementations.
First seen. We were first made aware of this update when Thomas Eccel, head of Google Ads at JvM IMPACT, shared the update on LinkedIn.

Bottom line. This feature acts like a privacy compliance scorecard. If you rely on conversion tracking and user-level analytics (especially in GDPR zones) make sure your Consent Mode is rated Excellent.

This new feature acts like a privacy compliance scorecard, giving Excellent or Good scores your Consent Mode setup.

New in Google Analytics: Consent Signal Ratings

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-800x450.jpg" class="attachment-large size-large wp-post-image" alt="How to expand from paid social into Google Ads" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google's new 1st Order Promotions for Shopping ads let merchants automatically offer exclusive discounts to first-time customers.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-800x450.jpg" class="attachment-large size-large wp-post-image" alt="How to expand from paid social into Google Ads" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google is giving merchants a new way to hook first-time shoppers. The search giant launched 1st Order Promotions — also known as New Customer Promotions — for Shopping ads, letting brands offer exclusive discounts to new buyers directly in their paid listings.</p>



<p><strong>Why we care. </strong>Ecommerce is increasingly competitive, and acquiring new customers is getting more expensive. By surfacing exclusive new-customer discounts directly in Shopping ads – and having them auto-applied – brands can boost click-through and conversion rates without adding friction. It’s a strategic way to stand out in crowded SERPs and turn first-time browsers into buyers.</p>



<p><strong>How it works:</strong></p>



<ul class="wp-block-list">
<li><strong>Discount types</strong>. Merchants can offer either a percentage or dollar amount off.</li>



<li><strong>No minimum spend.</strong> Promotions can&#8217;t require a minimum purchase.</li>



<li><strong>Ad-only</strong>. Only available on paid Shopping ads – <em>not</em> free listings.</li>



<li><strong>Goal required</strong>. Campaigns must use the <strong>New Customer Acquisition Goal</strong>.</li>



<li><strong>Approval needed.</strong> Promos must be submitted and approved in <strong>Merchant Center</strong> via promotion feed, builder, or API.</li>



<li><strong>Availability</strong>. Limited to U.S. merchants on an allowlist.</li>
</ul>



<p><strong>Go deeper.</strong> <a href="https://support.google.com/merchants/answer/16310477?hl=en-GB">Google’s setup guide for 1st Order Promotions</a></p>


Google is giving merchants a new way to hook first-time shoppers. The search giant launched 1st Order Promotions — also known as New Customer Promotions — for Shopping ads, letting brands offer exclusive discounts to new buyers directly in their paid listings.
Why we care. Ecommerce is increasingly competitive, and acquiring new customers is getting more expensive. By surfacing exclusive new-customer discounts directly in Shopping ads – and having them auto-applied – brands can boost click-through and conversion rates without adding friction. It’s a strategic way to stand out in crowded SERPs and turn first-time browsers into buyers.
How it works:
Discount types. Merchants can offer either a percentage or dollar amount off.
No minimum spend. Promotions can’t require a minimum purchase.
Ad-only. Only available on paid Shopping ads – not free listings.
Goal required. Campaigns must use the New Customer Acquisition Goal.
Approval needed. Promos must be submitted and approved in Merchant Center via promotion feed, builder, or API.
Availability. Limited to U.S. merchants on an allowlist.
Go deeper. Google’s setup guide for 1st Order Promotions

Google's new 1st Order Promotions for Shopping ads let merchants automatically offer exclusive discounts to first-time customers.

Google rolls out 1st Order Promotions for Shopping Ads

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/06/AI-agents-in-PPC.jpg" class="attachment-large size-large wp-post-image" alt="AI agents in PPC" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/06/AI-agents-in-PPC.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/06/AI-agents-in-PPC-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/06/AI-agents-in-PPC-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Learn how to bring AI agents into your PPC workflow. From simple tasks to multi-agent systems, here’s how to automate smarter at every level.

AI in paid search isn’t a future prediction; it’s already reshaping how campaigns are managed. 
AI agent tools are now capable of transforming your PPC workflows. 
The question isn’t if AI will change PPC management. 
It’s which tools you should start using now, and what you can build today to make tomorrow’s work faster, smarter, and easier.
Scripts vs. automation vs. agents: Understanding the evolution
Before diving into specific tools, it’s crucial to understand where AI agents fit in the spectrum of PPC management solutions. 
The progression from scripts to agents represents a fundamental shift in how we approach campaign optimization.
Scripts: The foundation
Google Ads scripts and similar tools are predefined code paths that execute specific actions based on fixed conditions. 
They’re powerful for repetitive tasks but limited in scope. They can:
Execute predetermined logic (e.g., if-then statements).
Require explicit programming for every scenario.
Struggle to adapt to unexpected situations.
Excel at rule-based optimizations, like pausing low-performing keywords.

A classic example of script usage is a reporting script that exports daily metrics into a Google Sheet. 
Possible extensions are focus reports on Performance Max, Demand Gen, or quality score. 
As Google and Microsoft cover hundreds of metrics, there are almost no limits on reporting script ideas.

Another key use case for scripts is automation through action scripts. 
For example, you might set up a script to pause campaigns if ROAS falls below 5, or pause keywords with a quality score under 3. 
These scripts go beyond reporting; they actually perform tasks, taking some manual work off your plate. 
However, they remain limited: their actions are predefined and can only handle specific, recurring scenarios. 
While useful, ad scripts offer minimal flexibility for more advanced or adaptive automation.
Automated rules
Rules let you make changes in your account automatically, based on settings and conditions you choose. 
You can change your ad status, budget, bids, and more. 
For example, you can set a rule to increase your keyword bid whenever your ad drops off Page 1 of the SERPs.
Here’s what automated rules can do:
Execute simple if/then logic (if cost per click rises above $5, then pause keyword).
Monitor specific metrics and trigger actions when thresholds are hit.
Send email alerts when certain conditions happen.
Save time on repetitive manual tasks.
But automated rules have clear limits. They:
Only work with the conditions you set up in advance.
Can’t adapt when unexpected situations happen.
Need manual updates when your strategy changes.
Work within one platform at a time.
Automated rules are similar to action scripts, but they are easier to set up and still offer a lot of value for early automation. 
Advanced automation is not possible due to built-in limits.
AI agents: The strategic evolution
AI agents represent a new level of automation. 
They’re systems where LLMs dynamically direct their own processes, maintaining control over how they accomplish tasks. 
In PPC terms, agents can:
Reason through complex scenarios using natural language understanding.
Plan multi-step strategies across different campaign elements simultaneously.
Adapt approaches based on changing performance patterns and market conditions.
Execute coordinated actions across platforms while maintaining strategic oversight.
Think of the progression this way.
Scripts and rules follow recipes, but agents can become the chef. 
They understand your business goals and can craft strategies to achieve them. 
Even better, there are few limitations on agents, which means that you can automate almost everything.
A simple AI agent could be a keyword research agent.

Dig deeper: 4 ways to connect your ads data to generative AI for smarter PPC
How AI agents scale: From single tasks to full-funnel automation
Not all AI agents are created equal. 
Some handle one task really well, while others coordinate multiple systems across your PPC stack. 
Here’s how to think about the different levels – and how to choose the right starting point.
Level 1: Single-task agents
Let’s start with a simple example. 
You build an agent that works with Google Keyword Planner and Google Trends. It can pull keyword data and export everything to Google Sheets.
This looks basic, but it’s already solving real problems. 
Which metrics matter most? 
Do you want all keywords or just the profitable ones? 
Should it filter by search volume or competition level?
Depending on your goals, this could be a weekend project or something much bigger. 
You might add SEO insights or connect to tools like Semrush or Ahrefs.
Level 2: Multi-agent teams
The next step is building a lead agent that manages other specialized agents. Think of it like a marketing manager with a team of specialists.
Your lead agent might have access to a keyword research agent and a campaign builder agent. 
Tell it “create a search campaign for our new product,” and it coordinates both agents to deliver a complete campaign.
One lead agent handles the strategy. The sub-agents handle the execution.

Level 3: Complete marketing operations
Now imagine this approach across all of Google Ads:
Search campaigns.
Performance Max.
Demand Gen.
YouTube ads.
Analytics.
Product feeds. 
Each area has its own specialized agents, all coordinated by your lead marketing agent.

This is where things get exciting. 
Need to expand internationally? Your lead agent talks to your market research agent and competitor analysis agent for insights.
Starting a new ecommerce account? It builds search campaigns and shopping campaigns automatically.
Working on brand awareness? The creative agent makes ads while the demand gen agent sets up campaigns.
Get the newsletter search marketers rely on.
  
				
								
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See terms.
Dig deeper: 4 ways to connect your ads data to generative AI for smarter PPC
Current reality: 3 practical paths forward
The possibilities are endless, but there’s a catch: building everything takes serious time and technical skill. 
You need a starting point that gives you quick wins while you learn what works.
That’s why most successful agent implementations start small and grow over time.
Claude MCP for Google Ads: Conversational campaign management
Anthropic’s Model Context Protocol (MCP) for Google Ads represents a breakthrough in how we can interact with campaign data. 
Rather than navigating through multiple dashboards and reports, marketers can now query their Google Ads data conversationally and receive intelligent analysis.
What MCP enables:
Natural language queries like “Show me which keywords are driving the highest ROAS but have impression share below 80%.”
Automated analysis of performance patterns across campaigns.
Intelligent recommendations based on account-specific data and industry benchmarks.
Seamless data extraction for deeper analysis in other tools.
Building applications or agents around MCP is a first step for much faster analysis and reporting.
Google ADK: Building custom PPC intelligence
Google’s ADK takes customization to the next level, allowing marketers to build specialized agents tailored to their specific business logic and KPIs.
Key ADK capabilities:
Direct integration with Google Ads API for real-time data access.
Custom decision-making logic based on your business rules.
Multi-platform coordination (Google Ads, Analytics, Search Console).
Automated reporting and stakeholder communication.
ADK is the first big step into automated PPC management. 
As shown before, ADK allows users to quickly build sub-agent structures that are managed by a lead agent. 
Tutorials, templates, and lots of documentation make it easy to start with basic ideas and develop complex systems over time. 
Open-source agent frameworks: Build your own intelligence
For teams with development resources, open-source frameworks like CrewAI, LangChain, and AutoGen offer complete control over agent behavior and integration capabilities.
What these frameworks provide:
CrewAI: Specialized for multi-agent teams where different agents handle specific PPC tasks (one for keyword research, another for bid management, another for creative testing).
LangChain: Advanced toolkit for building custom agents with memory, planning, and tool integration.
AutoGen: Focus on multi-agent conversations and collaborative problem-solving.
If Google ADK is something you want to leave out, there are plenty of other agent frameworks to start with.
When to consider this path:
You have dedicated development resources.
Your business logic is too complex for off-the-shelf solutions.
You need agents that work with proprietary tools or data sources.
You want complete control over agent behavior and decision making.
The technical reality: What you need to know
Implementation and costs 
Both Claude MCP and Google ADK require technical setup, but the barriers are lower than many marketers expect. 
Claude MCP involves API access and basic configuration, something most marketing teams can handle with minimal support. 
Google ADK is more complex and typically requires developer involvement during initial setup, but it offers significantly more customization.
API costs are usually manageable, but the real investment lies in strategic planning and the ongoing refinement of agent behavior. 
It’s also important to note that the success of AI agents depends heavily on data quality and volume – accounts with limited history or poor conversion tracking may see weaker results.
Strategic implementation: Lessons from the field 
The best approach is to start small and think big.
Begin with a use case where manual work is time-consuming but the logic is well-defined, like keyword bid management or budget reallocation. 
Clearly define your success metrics up front; while AI agents can optimize for almost any goal, they need priorities before they’re deployed, not after.
And while agents can execute complex decisions, they still require human oversight. 
Regular reviews, strategic guidance, and override mechanisms are essential for sustainable performance.
The bottom line for PPC marketers
AI agents in PPC aren’t futuristic concepts – they’re active tools creating real competitive advantages today.
The technology is here. The APIs are available. 
The real question is: Will you lead or lag behind?
For those ready to dive in, start with Claude MCP to get comfortable with conversational campaign management. 
As your needs grow, explore Google ADK for more advanced, custom agent development.
A smart starting point? 
Rebuild the automated rules or scripts you’re already using, then expand into routine tasks like keyword research, trend monitoring, or competitive analysis. 
Whatever takes up time and follows repeatable logic is ripe for automation.
Dig deeper: Top AI tools and tactics you should be using in PPC

Learn how to bring AI agents into your PPC workflow. From simple tasks to multi-agent systems, here’s how to automate smarter at every level.

AI agents in PPC: What to know and build today

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/06/SEO-copywriting-in-2025-6-pillars-for-ranking-and-relevance.jpeg" class="attachment-large size-large wp-post-image" alt="SEO copywriting in 2025: 5 pillars for ranking and relevance" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/06/SEO-copywriting-in-2025-6-pillars-for-ranking-and-relevance.jpeg 1920w, https://searchengineland.com/wp-content/seloads/2025/06/SEO-copywriting-in-2025-6-pillars-for-ranking-and-relevance-768x432.jpeg 768w, https://searchengineland.com/wp-content/seloads/2025/06/SEO-copywriting-in-2025-6-pillars-for-ranking-and-relevance-1536x864.jpeg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Writing for Google and real people? These six SEO copywriting pillars will help you do both – without sounding robotic.

There are many reasons why I love the art and science of SEO copywriting. 
But the most compelling reason is that it demands a perfect balance between right-brain creativity and left-brain logic. 
It’s where imaginative storytelling meets the precision of SEO, in hopes of engaging readers and satisfying the watchful eyes of search engine algorithms.
It’s a tall order, but if you’re able to master the craft of copywriting and then apply the data-driven learnings of SEO, you’ll have a winning combination.
Not just in terms of rankings, but in human connection and trust with your audience.
Here’s how to do that.
Start here: What to know about SEO copywriting in 2025
You won’t be shocked to hear that SEO copywriting has changed drastically over the past few years. 
The marketing world’s hottest topic – artificial intelligence – now dominates conversations around SEO, content creation, graphic design, and nearly every other facet of marketing. 
The way we approach SEO research, writing, and reporting has changed.
We have more tools than ever to aid the SEO copywriting process. ChatGPT can conduct keyword research. 
Tools like Grok can be used for AI content creation. The AI-powered features provided by tools like Surfer SEO and Semrush make SERP analysis easier and faster. 
AI content and its limits
For its countless applications, AI also has limitations. 
One study found that AI chatbots provided incorrect answers to over 60% of queries. 
Google AI Overviews have been under fire for giving incorrect and often dangerous advice. 
Many AI tools fail to capture the intangible human factors that play a role in real-life decision-making.
So, what does this mean for SEO copywriting, exactly?
It means that great SEO copywriting isn’t easily replicated by AI tools (yet). 
AI can often speed up the research, formatting, and analysis processes, but the copy doesn’t always hit the mark. 
Arguably, AI excels at the logical, left-brain tasks, but struggles with the right-brain magic that brings words to life.
And for compelling SEO copywriting, you need both.
The shifting role of the SEO copywriter
How people consume content has also changed. 
Answers to search queries are easily and rapidly answered by Google AI Overviews. 
There is less need for users to comb through blog articles and web pages. 
Search engines face growing competition from generative AI tools like ChatGPT, reshaping how and where people search for information online.
SEO copywriting used to be solely focused on ranking content in search engines (mainly, Google). 
Now, it requires creating content in a landscape where visibility is shrinking and readers seek sources outside the SERPs.
This shift makes the role of the SEO copywriter even more challenging and, even more essential.
Pillar 1: People-first planning and research
Many SEO keyword research tools have taken the thinking out of the content planning process, but that was never their intended purpose. 
These tools are designed to validate search volume, competition, etc., not tell you what to target. 
Audience insight, context, and relevance must be the primary drivers for deciding which keywords are worth pursuing. This starts with a people-first perspective. 
Gather audience insights
Before opening your keyword tools, get clear on who you’re trying to reach with your content. 
What questions might this audience have?
What products, solutions, information, etc, might they be searching for?
What are they struggling with? What are their goals?
Where do they spend the most time online?
What characteristics make them different from other types of audiences (e.g., age, gender, location, hobbies, lifestyle, etc.)?
The best way to answer these questions is to ask your audience directly through Google Forms surveys and interviews. 
The effort to conduct audience research may seem intimidating and time-consuming, but it’s invaluable.
Monitor online conversations
To find out what makes your audience tick, look at:
Reddit. 
Instagram comments. 
Facebook Groups.
LinkedIn posts/comments. 
These are great sources for:
Audience sentiment.
Common questions.
Complaints. 
Product recommendations.
And more. 
This qualitative data can be used to pinpoint your audience’s motivations and search interests. 
Begin your keyword research with clarity, informed by what you know your prospective customers care about. 
Use common sense
The resonance of your SEO copy often comes down to common sense. 
Put yourself into your target audience’s shoes and think about:
How they might search for something.
Why they are searching for something.
What they intend to find when they search for it. 
For example, if your company sells ergonomic office chairs, it seems unlikely that your average person would search for “postural correction chair.” 
They’re probably searching for: 
“Comfortable office chair.”
“Office chair with lumbar support.”
“Best office chair for back pain.”
Further, think about the condition a user might be in when they conduct their search. 
Are they looking to resolve discomfort? 
Save time? 
Be inspired? 
Lose weight? 
Grow their business?
Perhaps you sell a pre-made meal subscription, and your target audience is parents looking for quick, easy, and healthy dinner ideas. Their condition might be:
Too tired to cook after work.
Overwhelmed by shopping for healthy ingredients.
Uninspired and out of ideas for creative dinners.
These scenarios might suggest keywords like: 
“Quick and easy dinner ideas.” 
“Healthy eating meal plan.” 
“Meal ideas for busy parents.” 
“Easy low ingredient meals.”
SEO tools won’t always surface these keyword opportunities because they are reliant on the baseline terms you feed into them or your ability to conduct competitor research. 
Start your keyword research with a summary of what you already know about your audience. Complement it with what you can learn through:
Audience research.
Online conversations.
Real-life interactions with your customers. 
Dig deeper: The complete guide to optimizing content for SEO (with checklist)
Pillar 2: Search trends and SEO insights
Once you’ve identified some potential topics, layer on the data to ensure your topics are:
Searchable.
Achievable for your site.
This is where tools like Keyword Planner or Semrush come into play, because you can quantify the search volume behind your chosen topics. 
You can also determine whether a given topic is too competitive, SEO-wise, for your brand, given the presence of big players in the SERPs. 
Search volume and relevance
Use keyword research tools to see how organic searches your prospective keywords receive on a monthly basis. 
However, keep in mind that higher search volume isn’t necessarily better; there are a few things to consider:
Relevance: A keyword with 100 monthly searches might bring in more qualified traffic than one with 5,000 if it’s more aligned with your audience’s interests.
Intent: Look for long-tail keywords that may have lower search volume but reflect a clear intent for the user to learn more about your products, take action, and make a purchase.
Mid-funnel: Look for mid-funnel search queries like “compare,” “reviews,” “best [solution] for [pain point],” etc., which again demonstrate a clear intention to review brand options. 
It’s better to pursue a mid-to-low volume keyword that’s highly relevant to your brand and audience than a high-volume keyword that will attract a more general audience. 
Tap into trend data
You can also use tools like Google Trends, ChatGPT, and even TikTok to spot rising themes before they become saturated. 
Being early gives you the chance to create compelling content before the SERPs get crowded.
Note that some of these trends will not be reflected in keyword research tools yet because they are so fresh. 
So, to get ahead of the game, watch for seasonal spikes, emerging technologies, news stories, and other shifts in consumer behavior. 
Again, if you are going to put time and money into content creation, be sure that content will drive results for your brand. 
Whether you’re capitalizing on search volume or capitalizing on trends, make sure the content you create is timely and relevant to your audience.
Pillar 3: SERP analysis, content structure, and difference makers
Now that you’re confident that your content topics are inherently search-worthy and relevant to your audience, create content that’s better than what’s already ranking.
Easy enough, right?
Well, the best place to start is to analyze the SERPs – what publishers are doing well, what’s missing, and the opportunities you see for your content to stand out. 
Here’s a quick process to follow:
Type your primary keyword into Google.
Review the content types that dominate the first page (Videos? News articles? Product pages? Blog posts?)
Take note of the page/article titles being used. Are they using the exact keyword in the title? Are emotion-evoking words used? Do they include numbers (e.g., “Top 5…”), dates (e.g., “Best of 2025…”), etc.?
Skim through the content. Are there certain angles or themes that appear repeatedly? What sections are being covered? What appears to be missing?
Now look at the other areas of the search results. What questions are being addressed in the featured snippets or People Also Ask boxes? Can you incorporate some of these phrases/questions into your content?
Think like a reader. What would you expect/want to read when you search this topic? Are there certain points that aren’t being addressed by other outlets?
To elevate your SERP analysis, use AI-driven tools like ChatGPT to:
Analyze the top-ranking content for takeaways.
Use a dedicated SERP analyzer tool like Surfer to come away with recommendations. 
Structure with purpose
Users, search engines, and LLMs prefer content that’s well-organized, clear, and informative. 
Structuring your content in the right way will help with crawlability and performance. 
When it comes to structuring your content, be sure to follow these best practices:
Include a concise yet descriptive title tag (that clearly relates to the focus of the page/article).
Write helpful, benefit-driven headlines (H1, H2s, H3s) to guide readers through the content.
Stick to short paragraphs and sentence variety for readability.
Add bullet points and numbered lists for scannability.
Include clear calls to action that direct users to relevant blog articles, pages, products, or actions.
What’s your ‘difference maker’?
The question to ask yourself when creating any type of content is, “What can I offer that no one else does?”
The answer to this is pretty subjective, but asking this question will help get the creative juices flowing. 
It will also make you think more about the reader (their goals and interests) than about pleasing the search engine gods.
The “difference maker” of your content will depend on the type of content you create and the topic at hand, but here are a few ideas:
Add a personal story (from yourself, your company, or a willing customer).
Share a unique opinion, methodology, or framework (for example, if your service operates in a unique way).
Add data, quotes, and examples from real customers.
Sprinkle in personality through humor, storytelling, brand “isms,” etc.
Up the visual appeal with custom videos, graphics, memes, etc.
These ingredients are what most AI-generated content lacks: originality rooted in real-life perspective and examples. Adding personality to your content will help it stand out.
Dig deeper: Content marketing in 2025: 6 strategies you can’t ignore
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Pillar 4: Human connection and storytelling
Instead of writing at people, write to them. 
Think of your content as a one-on-one conversation. Use real examples and relatable scenarios that will appeal to your audience.
Search Engine Land has written extensively about incorporating storytelling into content. 
To make your content more relatable, include:
Real-life examples.
Customer stories.
Case studies.
People typically remember how content made them feel, not just what was said. 
The better you can tie your topic to your audience’s specific interests, the more likely you are to draw them in with the promise of transformation.
Don’t be afraid to express a unique point of view, share a story or personal anecdote, or adopt a specific tone of voice for your brand. 
The best content isn’t “written for Google” – it’s written with real people in mind – those who will end up buying from you, after all. 
A brand that does this really well is Dove with their Real Beauty Stories. 
Dove provides its readers with valuable how-tos and tutorials, but these are tied to the experiences of its real customers. 
This makes the brand feel more authentic, and the content has a unique edge not easily replicated by other beauty brands.
Pillar 5: Optimization (Flow + SEO essentials)
It’s no accident that optimization is one of the last lessons in this process. 
Up until now, you should have focused on creating relevant, interesting, and valuable content. 
Achieve that, and optimizing your content becomes much easier. 
SEO, in this sense, is more about making your content digestible (by users and search engines). 
There are some formatting and tech SEO factors that come into play. 
But these shouldn’t necessarily impact the quality or substance of your content. 
Once the bulk of your content is written, follow these simple recommendations:
Prioritize flow: Ensure your content reads smoothly and naturally. Trim out awkward sentences or unnecessary sections. 
Avoid keyword stuffing: Don’t shoe-horn your keywords where they aren’t needed. Everything should sound natural and human-like.
Add transitions: Incorporate phrases like “Now that you…,” “Here we are going to…,” “To learn more about…,” etc., into your content to ease readers into the following sections. 
Keep it concise: Break up long walls of text with shorter sentences, bullet points, or numbered lists, if applicable. 
Add your links: Add internal links to supporting content and external links to authoritative sources.
Don’t skip the basics: Include a page title with your primary keyword. Write a concise meta description that entices clicks (emotion-evoking words). Ensure your page has one (and only one) H1 tag, with several semantic H2 and H3 headings.
On the tech side, make sure your website is mobile-friendly, loads quickly, and doesn’t have any obtrusive elements (like pop-ups or aggressive ads).
SEO is essentially an art and a science. 
Your content needs to be great (art), and your site structure (science) needs to facilitate easy crawling/indexing by search engines. 
But one needs to necessarily come before the other – quality content comes first.
Dig deeper: AI optimization: How to optimize your content for AI search and agents
Bringing it all together
Let’s recap: 
The SEO copywriting process should always start with understanding your audience. Research topics that pertain to them and develop a strategy focused more on relevance than search volume.
Once you have some ideas, you can validate them with SEO tools (search volume, competition level, etc.) and trend data (Google Trends, TikTok, etc.).
Study the SERPs to get a good idea of what’s working well, who your competitors are, and what they might be missing. 
Filling these gaps with valuable information, media, and stories are your “difference makers.” 
Lastly, write content that’s focused on building connections with your readers, not just pleasing the algorithms. 
If the substance is there, it mostly becomes a matter of formatting (SEO best practices, site speed, etc.). But SEO “improvements” won’t save terrible writing. 
You need to write something worth reading. SEO copywriting in 2025 is all about creative thinking, storytelling, and adaptability. 
The search landscape may change quickly – and writers need to adapt – but people are ultimately looking for value, advice, and authenticity.

Writing for Google and real people? These six SEO copywriting pillars will help you do both – without sounding robotic.

SEO copywriting in 2025: 6 pillars for ranking and relevance

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-800x450.png" class="attachment-large size-large wp-post-image" alt="How to implement a full-funnel PPC marketing strategy" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Master keyword research, ad creation and landing page optimization for your awareness, consideration and conversion-focused PPC campaigns. 

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-800x450.png" class="attachment-large size-large wp-post-image" alt="How to implement a full-funnel PPC marketing strategy" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/04/How-to-implement-a-full-funnel-PPC-marketing-strategy.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>If you want your <a href="https://searchengineland.com/guide/what-is-paid-search">PPC</a> campaigns to convert in 2025, they need to show up with a purpose. </p>



<p>A <a href="https://searchengineland.com/full-funnel-ppc-strategy-437426">full-funnel PPC marketing strategy</a> ensures you&#8217;re reaching the right audience with the right message at the right time, whether they’re just discovering your brand or ready to buy.&nbsp;</p>



<p>This article:</p>



<ul class="wp-block-list">
<li>Walks through each stage of the funnel – awareness, consideration, and conversion.</li>



<li>Breaks down the keywords, targeting, ad formats, and landing page elements that make each one work, using the hot tub industry as an example.</li>
</ul>



<p>Think of it as your tactical guide to building smarter, stage-specific campaigns that drive results.</p>



<h2 class="wp-block-heading" id="h-awareness-stage">Awareness stage</h2>



<p>Top-of-the-funnel (TOFU) campaigns are focused on consumers in the awareness stage, when they haven’t yet entered the market for your product or identified a problem that needs solving.&nbsp;</p>



<p>Awareness campaigns are meant to do exactly what they say: to make customers aware of your brand so that when they finally enter the market, you have a leg up due to brand recognition.&nbsp;</p>



<p>A perfect example of this is insurance companies.&nbsp;</p>



<p>People don’t need insurance often, but when they do, it sure helps that the Geico gecko is one of the first things you think of.</p>



<h3 class="wp-block-heading" id="h-keyword-and-audience-research">Keyword and audience research</h3>



<ul class="wp-block-list">
<li>Identify keywords that are informational in nature, that align with your brand’s offerings and your target audience’s interest.</li>



<li>Utilize tools like Google’s Keyword Planner or any other keyword research tool to develop a list of these keywords that have a decent amount of search volume.</li>



<li>A couple examples of search queries that fall into the awareness phase:
<ul class="wp-block-list">
<li>“Are hot tubs good for you?”</li>



<li>“Are hot tubs worth it?”</li>



<li>“How much are hot tubs?”</li>
</ul>
</li>



<li>Use audience targeting to advertise to people who you think are a good fit for your product. Do your customers skew older? Advertise on websites that also cater to those demographics. (Tools like SparkToro can help you find where your audience is on the web.)</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/ppc-keyword-research-448061"><strong><em>PPC keyword research: What you need to know</em></strong></a></p>



<h3 class="wp-block-heading" id="h-ad-creation">Ad creation</h3>



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/display-campaigns-profitable-446568">Display advertising</a> is a big part of an awareness-based strategy. Craft display ads that are visually compelling and effectively show your brand’s value.</li>



<li>Use <a href="https://searchengineland.com/youtube-ads-b2b-questions-454859">video ads</a> to introduce your brand and highlight key product features.</li>



<li>The goal is to entice users to learn more, so use attention-grabbing headlines focused on the user’s seeking more information.</li>
</ul>



<h3 class="wp-block-heading" id="h-landing-page-optimization">Landing page optimization</h3>



<ul class="wp-block-list">
<li>Design your landing page so they match your ads in both messaging and visuals. Inconsistent branding and messaging only makes the user’s journey more confusing.</li>



<li>Focus your landing pages on providing valuable content that educates the user’s about a specific product or your industry as a whole. Relevant blog posts are a good choice for awareness-based campaigns.</li>



<li>Make sure to include clear calls to action (CTAs) to encourage readers to continue down the purchase funnel, such as “download brochure” or “learn more.”&nbsp;</li>
</ul>



<p><strong><em>Dig deeper:</em></strong><a href="https://searchengineland.com/ppc-strategy-full-funnel-approach-434271"><strong><em> </em></strong><strong><em>Guide to PPC top-of-funnel reporting</em></strong></a></p>



<h2 class="wp-block-heading" id="h-consideration">Consideration</h2>



<p>Middle-of-the-funnel (MOFU) campaigns are focused on consumers in the consideration stage, where they have officially entered the market for a product but they have yet to find the solution or product that fits their needs.</p>



<p>Consideration campaigns are meant to give a customer the information they need to make a purchase.</p>



<p>This could be many different things, like:</p>



<ul class="wp-block-list">
<li>Information about the product or service.</li>



<li>Sales information that could entice the customer to finally make a purchase.</li>
</ul>



<h3 class="wp-block-heading" id="h-keyword-research">Keyword research</h3>



<ul class="wp-block-list">
<li>Identify keywords related to your products or services that indicate interest by the user. Users in the consideration phase often use keywords like “best” or “review” to help find the best brands and products.&nbsp;</li>



<li>Use tools like Google’s Keyword Planner or any other keyword research tool to develop a list of these keywords that have a decent amount of search volume.</li>



<li>A couple examples of search queries that fall into the consideration phase:
<ul class="wp-block-list">
<li>“Hot tub sales.”</li>



<li>“Best hot tub brands.”</li>



<li>“Hot tub store.”</li>



<li>“Hot tub comparisons.”</li>



<li>“Jacuzzi hot tub reviews.”</li>
</ul>
</li>
</ul>



<h3 class="wp-block-heading" id="h-ad-creation-0">Ad creation</h3>



<ul class="wp-block-list">
<li>Focus on ad copy that provides valuable information to the consumer while also showing the value of your brand specifically.
<ul class="wp-block-list">
<li>For hot tub sales, this could include “One year of free service with purchase” in addition to information about the hot tubs.</li>
</ul>
</li>



<li>Create compelling remarketing ads that keep user’s interested after they’ve interacted with your content.</li>



<li>Use <a href="https://searchengineland.com/google-performance-max-431821">Performance Max</a> and <a href="https://searchengineland.com/google-demand-gen-upgrade-strategies-453242">Demand Gen</a> campaigns, which offer a mix of text, display, and video creative options.</li>
</ul>



<h3 class="wp-block-heading" id="h-landing-page-optimization-0">Landing page optimization</h3>



<ul class="wp-block-list">
<li>Design your landing page so that it matches your ads in both messaging and visuals. This is consistent across all stages of the funnel. (Branding is important, folks!) </li>



<li>Highlight social proof of your business and products, such as reviews, testimonials, case studies, etc. These build brand credibility and are incredibly important in building trust with new customers.</li>



<li>Make sure to include clear calls to action to encourage users to proceed to the bottom of the funnel. CTAs like “Start your free trial” or “Subscribe to our email list” are perfect for this stage.&nbsp;</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/ppc-keyword-strategy-search-intent-funnel-stages-448157"><strong><em>PPC keyword strategy: How to align search intent with funnel stages</em></strong></a></p>



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<h2 class="wp-block-heading" id="h-conversion-stage">Conversion stage</h2>



<p>Bottom-of-the-funnel (BOFU) campaigns are focused on consumers in the conversion stage, where they’ve identified what they want and are ready to make a purchase.&nbsp;</p>



<p>Conversion campaigns are pretty self-explanatory: they’re campaigns designed to get users to convert at that moment.&nbsp;</p>



<p>If users don’t convert, the rest of the funnel is pointless, so it’s important to ensure your conversion campaigns are running as effectively as possible.</p>



<h3 class="wp-block-heading" id="h-keyword-and-audience-research-0">Keyword and audience research</h3>



<ul class="wp-block-list">
<li>Identify keywords that are transaction or purchase-based. These tend to be longer-tail keywords and could include the product name, model number, or words like “buy.”</li>



<li>Use tools like Google’s Keyword Planner or any other keyword research tool to develop a list of these keywords that have a decent amount of search volume.</li>



<li>A couple examples of search queries that fall into the awareness phase:
<ul class="wp-block-list">
<li>“Buy Jacuzzi hot tub.”</li>



<li>“Jacuzzi J-LX Smart Tub.”</li>



<li>“Jacuzzi hot tub store near me.”</li>
</ul>
</li>



<li>Create <a href="https://searchengineland.com/maximize-google-ads-remarketing-campaigns-451442">remarketing lists</a> so you can target users who have been to your website without converting. Offering exclusive sales to these users may entice them to finally convert.</li>
</ul>



<h3 class="wp-block-heading" id="h-ad-creation-1">Ad creation</h3>



<ul class="wp-block-list">
<li>Focus on ad copy that uses clear, purchase-oriented CTAs (e.g., “buy now” or “request a quote”), and any promotions you are running.</li>



<li>Use dynamic remarketing ads to target people who have added items to a cart but haven’t converted.</li>
</ul>



<h3 class="wp-block-heading" id="h-landing-page-optimization-1">Landing page optimization</h3>



<ul class="wp-block-list">
<li>Your conversion campaign landing pages should be as streamlined as possible so that there’s no friction preventing the user from converting. Many conversion-based landing pages will even remove the top navigation from the page so the only thing the user can do is convert or leave the page.</li>



<li>Include any promotional elements on the landing page (e.g., discounts, free shipping, limited-time offers).</li>



<li>This applies to all landing pages, but ensure that the page load times are fast and that it works well on mobile. Nothing feels worse to a user than slow landing pages.</li>
</ul>



<h2 class="wp-block-heading" id="h-measurement">Measurement</h2>



<p>Now that your campaigns are set up and optimized for every stage of the funnel, how do you determine whether your campaigns are performing well?&nbsp;</p>



<p>Here are a few tips for measuring progress and success across the marketing funnel.</p>



<h3 class="wp-block-heading" id="h-set-up-conversion-tracking">Set up conversion tracking</h3>



<ul class="wp-block-list">
<li>Ensure that conversion tracking is set up throughout your site so you can track users’ interactions throughout every stage of the funnel. Use <a href="https://searchengineland.com/getting-started-with-google-tag-manager-322581">Google Tag Manager</a> for all conversion tracking purposes.</li>



<li>Define and create conversion actions for every stage of the marketing funnel so you can determine success. Here are some example conversions for each stage:
<ul class="wp-block-list">
<li><strong>Awareness</strong>: Blog views, brochure/case study downloads.</li>



<li><strong>Consideration</strong>: Email list subscriptions, free trial sign-ups.</li>



<li><strong>Conversion</strong>: Purchase, request a quote.</li>
</ul>
</li>
</ul>



<h3 class="wp-block-heading" id="h-analyze-key-performance-metrics">Analyze key performance metrics</h3>



<ul class="wp-block-list">
<li>Continually monitor your key performance metrics (KPIs) so you can see improvement over time. Metrics like click-through rate and conversion rate can help you determine whether your campaigns are reaching a qualified audience or if you need to pivot.</li>



<li>Within Google Ads, look at your different audience segments to see when and where people are interacting with your brand the most and focus on those high-quality segments.</li>
</ul>



<h2 class="wp-block-heading" id="h-pull-the-right-levers-to-boost-ppc-performance">Pull the right levers to boost PPC performance</h2>



<p>PPC is not a set-it-and-forget-it marketing strategy. As marketers, we should always be A/B testing something to see if we can improve our performance. </p>



<p>Whether it’s ad creative, landing pages, or targeting, there’s no shortage of levers to pull to improve your campaigns.</p>



<p>Optimize your campaigns based on the data you&#8217;re seeing so that you continue to improve ad targeting and performance over time.</p>

If you want your PPC campaigns to convert in 2025, they need to show up with a purpose. 
A full-funnel PPC marketing strategy ensures you’re reaching the right audience with the right message at the right time, whether they’re just discovering your brand or ready to buy. 
This article:
Walks through each stage of the funnel – awareness, consideration, and conversion.
Breaks down the keywords, targeting, ad formats, and landing page elements that make each one work, using the hot tub industry as an example.
Think of it as your tactical guide to building smarter, stage-specific campaigns that drive results.
Awareness stage
Top-of-the-funnel (TOFU) campaigns are focused on consumers in the awareness stage, when they haven’t yet entered the market for your product or identified a problem that needs solving. 
Awareness campaigns are meant to do exactly what they say: to make customers aware of your brand so that when they finally enter the market, you have a leg up due to brand recognition. 
A perfect example of this is insurance companies. 
People don’t need insurance often, but when they do, it sure helps that the Geico gecko is one of the first things you think of.
Keyword and audience research
Identify keywords that are informational in nature, that align with your brand’s offerings and your target audience’s interest.
Utilize tools like Google’s Keyword Planner or any other keyword research tool to develop a list of these keywords that have a decent amount of search volume.
A couple examples of search queries that fall into the awareness phase:

“Are hot tubs good for you?”
“Are hot tubs worth it?”
“How much are hot tubs?”
Use audience targeting to advertise to people who you think are a good fit for your product. Do your customers skew older? Advertise on websites that also cater to those demographics. (Tools like SparkToro can help you find where your audience is on the web.)
Dig deeper: PPC keyword research: What you need to know
Ad creation
Display advertising is a big part of an awareness-based strategy. Craft display ads that are visually compelling and effectively show your brand’s value.
Use video ads to introduce your brand and highlight key product features.
The goal is to entice users to learn more, so use attention-grabbing headlines focused on the user’s seeking more information.
Landing page optimization
Design your landing page so they match your ads in both messaging and visuals. Inconsistent branding and messaging only makes the user’s journey more confusing.
Focus your landing pages on providing valuable content that educates the user’s about a specific product or your industry as a whole. Relevant blog posts are a good choice for awareness-based campaigns.
Make sure to include clear calls to action (CTAs) to encourage readers to continue down the purchase funnel, such as “download brochure” or “learn more.” 
Dig deeper: Guide to PPC top-of-funnel reporting
Consideration
Middle-of-the-funnel (MOFU) campaigns are focused on consumers in the consideration stage, where they have officially entered the market for a product but they have yet to find the solution or product that fits their needs.
Consideration campaigns are meant to give a customer the information they need to make a purchase.
This could be many different things, like:
Information about the product or service.
Sales information that could entice the customer to finally make a purchase.
Keyword research
Identify keywords related to your products or services that indicate interest by the user. Users in the consideration phase often use keywords like “best” or “review” to help find the best brands and products. 
Use tools like Google’s Keyword Planner or any other keyword research tool to develop a list of these keywords that have a decent amount of search volume.
A couple examples of search queries that fall into the consideration phase:

“Hot tub sales.”
“Best hot tub brands.”
“Hot tub store.”
“Hot tub comparisons.”
“Jacuzzi hot tub reviews.”
Ad creation
Focus on ad copy that provides valuable information to the consumer while also showing the value of your brand specifically.

For hot tub sales, this could include “One year of free service with purchase” in addition to information about the hot tubs.
Create compelling remarketing ads that keep user’s interested after they’ve interacted with your content.
Use Performance Max and Demand Gen campaigns, which offer a mix of text, display, and video creative options.
Landing page optimization
Design your landing page so that it matches your ads in both messaging and visuals. This is consistent across all stages of the funnel. (Branding is important, folks!) 
Highlight social proof of your business and products, such as reviews, testimonials, case studies, etc. These build brand credibility and are incredibly important in building trust with new customers.
Make sure to include clear calls to action to encourage users to proceed to the bottom of the funnel. CTAs like “Start your free trial” or “Subscribe to our email list” are perfect for this stage. 
Dig deeper: PPC keyword strategy: How to align search intent with funnel stages
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See terms.
Conversion stage
Bottom-of-the-funnel (BOFU) campaigns are focused on consumers in the conversion stage, where they’ve identified what they want and are ready to make a purchase. 
Conversion campaigns are pretty self-explanatory: they’re campaigns designed to get users to convert at that moment. 
If users don’t convert, the rest of the funnel is pointless, so it’s important to ensure your conversion campaigns are running as effectively as possible.
Keyword and audience research
Identify keywords that are transaction or purchase-based. These tend to be longer-tail keywords and could include the product name, model number, or words like “buy.”
Use tools like Google’s Keyword Planner or any other keyword research tool to develop a list of these keywords that have a decent amount of search volume.
A couple examples of search queries that fall into the awareness phase:

“Buy Jacuzzi hot tub.”
“Jacuzzi J-LX Smart Tub.”
“Jacuzzi hot tub store near me.”
Create remarketing lists so you can target users who have been to your website without converting. Offering exclusive sales to these users may entice them to finally convert.
Ad creation
Focus on ad copy that uses clear, purchase-oriented CTAs (e.g., “buy now” or “request a quote”), and any promotions you are running.
Use dynamic remarketing ads to target people who have added items to a cart but haven’t converted.
Landing page optimization
Your conversion campaign landing pages should be as streamlined as possible so that there’s no friction preventing the user from converting. Many conversion-based landing pages will even remove the top navigation from the page so the only thing the user can do is convert or leave the page.
Include any promotional elements on the landing page (e.g., discounts, free shipping, limited-time offers).
This applies to all landing pages, but ensure that the page load times are fast and that it works well on mobile. Nothing feels worse to a user than slow landing pages.
Measurement
Now that your campaigns are set up and optimized for every stage of the funnel, how do you determine whether your campaigns are performing well? 
Here are a few tips for measuring progress and success across the marketing funnel.
Set up conversion tracking
Ensure that conversion tracking is set up throughout your site so you can track users’ interactions throughout every stage of the funnel. Use Google Tag Manager for all conversion tracking purposes.
Define and create conversion actions for every stage of the marketing funnel so you can determine success. Here are some example conversions for each stage:

Awareness: Blog views, brochure/case study downloads.
Consideration: Email list subscriptions, free trial sign-ups.
Conversion: Purchase, request a quote.
Analyze key performance metrics
Continually monitor your key performance metrics (KPIs) so you can see improvement over time. Metrics like click-through rate and conversion rate can help you determine whether your campaigns are reaching a qualified audience or if you need to pivot.
Within Google Ads, look at your different audience segments to see when and where people are interacting with your brand the most and focus on those high-quality segments.
Pull the right levers to boost PPC performance
PPC is not a set-it-and-forget-it marketing strategy. As marketers, we should always be A/B testing something to see if we can improve our performance. 
Whether it’s ad creative, landing pages, or targeting, there’s no shortage of levers to pull to improve your campaigns.
Optimize your campaigns based on the data you’re seeing so that you continue to improve ad targeting and performance over time.

Master keyword research, ad creation and landing page optimization for your awareness, consideration and conversion-focused PPC campaigns.

How to implement a full-funnel PPC marketing strategy

<div><img width="1930" height="1089" src="https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603.jpg 1930w, https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603-1536x867.jpg 1536w" sizes="(max-width: 1930px) 100vw, 1930px" /></div>AI isn’t the disruptor. It’s the stress test.

<div><img width="1930" height="1089" src="https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603.jpg 1930w, https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603-1536x867.jpg 1536w" sizes="(max-width: 1930px) 100vw, 1930px" /></div><div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1930" height="1089" src="https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603.jpg" alt="VictoriousSEO" class="wp-image-455947" srcset="https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603.jpg 1930w, https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/05/VictoriousSEO-20250603-1536x867.jpg 1536w" sizes="(max-width: 1930px) 100vw, 1930px" /></figure></div>


<p>AI hasn’t broken SEO. It has exposed it.&nbsp;</p>



<p>The shortcuts, the content mills, the over-optimized FAQs –&nbsp;all fragile tactics built to game a system instead of serve an audience.&nbsp;</p>



<p>While many have decried a loss of search visibility and blamed AI, the fact is that AI didn’t invent new rules. It’s just finally enforcing the ones that always mattered. So while those who took the easy way out complain about AI, brands that prioritized intent, quality, and long-term value are holding steady or even gaining. <a href="https://www.warc.com/newsandopinion/opinion/did-google-just-steal-all-your-organic-traffic-introducing-the-search-generative-experience-sge/en-gb/6505" target="_blank" rel="noopener sponsored nofollow">One study</a> showed drops of 64% and gains of 219%, depending on the approach.</p>



<p>If AI tanked your traffic overnight, you aren’t alone, and it doesn’t mean you failed.&nbsp;</p>



<p>To be clear, the problem wasn’t AI. The problem was the strategy holding it all together. And not because you didn’t know better, but because the system rewarded fragility. Thin content and scaled sameness did well. Until they didn’t.</p>



<p>At Victorious, we guide customers through this shift every day, running retrieval simulations, identifying why good content gets skipped, and restructuring pages to align with human intent and AI logic. The strategies built on substance are holding up. The ones built for short-term wins are showing their limits.</p>



<h2 class="wp-block-heading" id="h-seo-shortcuts-are-failing-again">SEO shortcuts are failing, again</h2>



<p>This isn’t the first time SEO tactics have hit a wall.&nbsp;</p>



<p>For years, some SEO teams got by on mechanics: near-duplicate blog posts chasing long-tail variations, ultra-basic FAQ pages aimed at featured snippets, bloated templates stuffed with exact-match keywords.&nbsp;</p>



<p>But that wasn’t strategy. It was structural support built for a different time.</p>



<p>Now, AI is answering questions directly, and Google is no longer rewarding content that just checks the boxes. If it doesn’t offer something original or isn’t clearly aligned with intent, it’s not penalized; it’s ignored.</p>



<p>This is the new filter: If your content wouldn’t help someone make a decision or deepen their understanding, it probably won’t show up. That’s AI raising the bar.</p>



<h2 class="wp-block-heading" id="h-search-behavior-is-changing-and-ai-is-leading-the-shift">Search behavior is changing, and AI is leading the shift</h2>



<p>Search isn’t just 10 blue links and a featured snippet anymore. AI Overviews, Bing summaries, and tools like ChatGPT are reshaping how results are delivered and how people search.</p>



<p>With more choices, user behavior is evolving. In late 2024, <a href="https://www.techradar.com/tech/people-are-increasingly-swapping-google-for-the-likes-of-chatgpt-according-to-a-major-survey-heres-why" target="_blank" rel="noopener sponsored nofollow">more than 25 percent</a> of U.S. consumers said they were using tools like ChatGPT instead of Google for certain queries. AI is pulling search into new environments and cutting into the clicks that traditional SEO relied on.</p>



<p>A user looking for &#8220;how to negotiate startup equity&#8221; might have a conversation with ChatGPT instead of running a search. It’s faster, it’s more personal, and it feels more trustworthy.</p>



<p>That’s why Google is doubling down on AI, accelerating investment to stay ahead as search behavior evolves.</p>



<p>But this isn’t just a Google problem. SEOs and marketers need to expand their definition of SEO. It’s not just about ranking: It’s about showing up wherever your audience is learning and making decisions.&nbsp;</p>



<p>Unfortunately, the path isn’t always clear. We’ve seen well-structured, helpful content still get skipped by AI Overviews and poor content get featured. And of course, there’s volatility. But over time, the pattern is clear: Content that anticipates intent, adds original value, and earns trust tends to hold up.</p>



<p>The fundamentals haven’t changed. Serve your audience better than anyone else, and you’re still in the game.</p>



<h2 class="wp-block-heading" id="h-a-framework-for-building-seo-that-survives-ai">A framework for building SEO that survives AI</h2>



<p>The shortcuts are gone. So what actually works?</p>



<p>At Victorious, we’ve stress-tested these principles across hundreds of SEO programs, seeing firsthand what holds up in AI-driven search and what collapses. This isn’t about chasing perfection. It’s about building visibility that lasts, even as search evolves.</p>



<p>This framework assumes you’ve already handled the technical foundation, or that you’re working with a partner who has. Without enhanced crawlability and a clean structure, even the best content can disappear.</p>



<p>The following principles are simple, but the execution takes discipline, experience, and the right support.</p>



<h3 class="wp-block-heading" id="h-1-align-seo-with-user-intent-and-the-customer-journey">1. Align SEO with user intent and the customer journey</h3>



<p>Start with searcher intent. Every query is a question or a goal. Your job is to answer it or help the user achieve it.</p>



<p>Group queries by type:</p>



<ul class="wp-block-list">
<li>Informational (learning)</li>



<li>Commercial (comparing)</li>



<li>Transactional (acting)</li>



<li>Navigational (finding)</li>
</ul>



<p>Then map your content to match:</p>



<ul class="wp-block-list">
<li><strong>Top of funnel</strong>: guides, how-tos, research</li>



<li><strong>Mid-funnel</strong>: comparisons, case studies, testimonials</li>



<li><strong>Bottom of funnel</strong>: product and service pages with strong CTAs</li>
</ul>



<p>Use Google Search Console or your analytics platform to segment keywords by intent, then fill the gaps. If a high-intent query isn’t addressed on your site, build something better than what’s out there.</p>



<p>Zoom out and layer in the journey stage. Content should walk people from awareness to action. If AI takes the top-funnel summary, your job is to own the deeper click. <a href="https://victorious.com/blog/customer-intent-mapping-content-calendar/" target="_blank" rel="noopener sponsored nofollow">Intent mapping</a> isn’t just for visibility. It’s how you guide real people from interest to action and earn their trust along the way.</p>



<p>And here’s what often gets missed: SEO done right doesn’t just drive traffic, it drives the performance of everything else. It:</p>



<ul class="wp-block-list">
<li>Makes paid campaigns more efficient. </li>



<li>Fills the gap between email sends. </li>



<li>Answers questions that sales teams keep getting. </li>
</ul>



<p>At Victorious, we design SEO strategies to amplify the rest of your marketing mix, not compete with it.</p>



<h3 class="wp-block-heading" id="h-2-double-down-on-quality-expertise-and-trust">2. Double down on quality, expertise, and trust</h3>



<p>Google’s AI Overviews favor content that’s clear, credible, and comprehensive. That means:</p>



<ul class="wp-block-list">
<li><strong>Expert voices</strong>: Feature real people with real experience. Add bios to your site and quote SMEs in your content so your content speaks with authority.</li>



<li><strong>Original insights</strong>: Use internal data, unique case studies, or real customer stories to showcase your work. Generic content won’t make the cut. Google’s AI is designed to skip it.</li>



<li><strong>Comprehensiveness</strong>: Don’t make pieces long for the sake of it, but be sure they fully answer the search intent. Anticipate follow-up questions and link to next steps.</li>



<li><strong>Trust signals</strong>: Make it clear you’re legit with a secure site, clean design, clear authorship, up-to-date content, and testimonials. </li>
</ul>



<p>Most importantly: Don’t chase scale by churning out low-quality AI content. It will hurt more than help.&nbsp;</p>



<p>Authority isn’t something you claim, it’s something you prove. Now more than ever, that proof must appear in your content.</p>



<h3 class="wp-block-heading" id="h-3-focus-on-conversions-and-value-not-just-traffic-volume">3. Focus on conversions and value, not just traffic volume</h3>



<p>AI might reduce traffic <em>volume</em>, but it can raise traffic <em>quality</em>. One high-intent click that converts is worth more than a hundred that bounce. That’s a trade worth taking.</p>



<p>Traffic is a vanity metric without conversions. If your SEO program still reports wins in terms of sessions or rankings alone, it’s time to update the dashboard.</p>



<p>Stakeholders want numbers that translate into pipeline and proof of return. Your SEO strategy has to speak in terms of leads, conversions, and revenue, not just sessions and CTR.</p>



<p>Measure:</p>



<ul class="wp-block-list">
<li>Leads and revenue attributable to organic search.</li>



<li>Conversion rates on key organic landing pages.</li>



<li>Share of total conversions from organic.</li>
</ul>



<p>At the same time, expect analytics to get messier. Some AI-driven visits show up as direct or referral traffic, so use blended attribution models and focus on the bigger picture. If your SEO is driving growth, that’s what matters.&nbsp;</p>



<h3 class="wp-block-heading" id="h-4-embrace-change-and-integrate-ai-don-t-fight-it">4. Embrace change and integrate AI (don’t fight it)</h3>



<p>AI isn’t a passing phase. Google, Bing, OpenAI, and everyone else are betting big on it. So should you. Here are three ways you can do this:</p>



<p><strong>1. Use AI tools to scale responsibly:</strong></p>



<ul class="wp-block-list">
<li>Analyze large keyword or data sets.</li>



<li>Cluster queries by intent.</li>



<li>Draft content outlines (but keep a human in the loop).</li>
</ul>



<p><strong>2. Adapt how you publish:</strong></p>



<ul class="wp-block-list">
<li>Structure content clearly for readers and AI.</li>



<li>Use paragraph-level answers for key questions.</li>



<li>Add schema markup and structured data when appropriate.</li>
</ul>



<p><strong>3. Think beyond the Google SERP:</strong></p>



<ul class="wp-block-list">
<li>Explore ChatGPT plugins or custom bots trained on your site content.</li>



<li>Create content for YouTube, Reddit, TikTok, and other discovery platforms.</li>
</ul>



<p>Most of all, stay agile. Set aside time and budget for SEO R&amp;D. Pilot ideas. Measure outcomes. Evolve.&nbsp;</p>



<h2 class="wp-block-heading" id="h-ai-didn-t-kill-seo-it-s-forcing-us-to-do-it-right">AI didn’t kill SEO, it’s forcing us to do it right</h2>



<p>This isn’t the end of SEO. It’s the beginning of what’s next.</p>



<p>AI is pushing the industry to mature away from shortcuts and toward what actually drives results.</p>



<p>If you’re a marketer, this is your moment. Toss the checklist playbooks and build something aligned to your specific audience. Because the companies that will come out ahead aren’t clinging to the past. They’ll use AI to see what really matters and double down on it.&nbsp;</p>



<p>SEO has evolved before. Each time, the fundamentals held. AI is forcing another evolution; it’s just happening faster. Your job isn’t to outsmart the algorithm. It’s to be so useful, so clear, and so credible that AI has no choice but to include you.&nbsp;</p>



<p>That’s the kind of visibility we earn for our customers at Victorious, not just through SEO, but through disciplined <a href="https://victorious.com/services/answer-engine-optimization/" target="_blank" rel="noopener sponsored nofollow">AEO strategy</a>, continuous testing, and hands-on support. It’s the kind that compounds in an AI-enabled world.</p>



<p><em>This article was written by </em><a href="https://www.linkedin.com/in/houstonbarnettgearhart/" target="_blank" rel="noopener sponsored nofollow"><em>Houston Barnett-Gearhart</em></a><em>, Director of SEO at Victorious.</em></p>


AI hasn’t broken SEO. It has exposed it. 
The shortcuts, the content mills, the over-optimized FAQs – all fragile tactics built to game a system instead of serve an audience. 
While many have decried a loss of search visibility and blamed AI, the fact is that AI didn’t invent new rules. It’s just finally enforcing the ones that always mattered. So while those who took the easy way out complain about AI, brands that prioritized intent, quality, and long-term value are holding steady or even gaining. One study showed drops of 64% and gains of 219%, depending on the approach.
If AI tanked your traffic overnight, you aren’t alone, and it doesn’t mean you failed. 
To be clear, the problem wasn’t AI. The problem was the strategy holding it all together. And not because you didn’t know better, but because the system rewarded fragility. Thin content and scaled sameness did well. Until they didn’t.
At Victorious, we guide customers through this shift every day, running retrieval simulations, identifying why good content gets skipped, and restructuring pages to align with human intent and AI logic. The strategies built on substance are holding up. The ones built for short-term wins are showing their limits.
SEO shortcuts are failing, again
This isn’t the first time SEO tactics have hit a wall. 
For years, some SEO teams got by on mechanics: near-duplicate blog posts chasing long-tail variations, ultra-basic FAQ pages aimed at featured snippets, bloated templates stuffed with exact-match keywords. 
But that wasn’t strategy. It was structural support built for a different time.
Now, AI is answering questions directly, and Google is no longer rewarding content that just checks the boxes. If it doesn’t offer something original or isn’t clearly aligned with intent, it’s not penalized; it’s ignored.
This is the new filter: If your content wouldn’t help someone make a decision or deepen their understanding, it probably won’t show up. That’s AI raising the bar.
Search behavior is changing, and AI is leading the shift
Search isn’t just 10 blue links and a featured snippet anymore. AI Overviews, Bing summaries, and tools like ChatGPT are reshaping how results are delivered and how people search.
With more choices, user behavior is evolving. In late 2024, more than 25 percent of U.S. consumers said they were using tools like ChatGPT instead of Google for certain queries. AI is pulling search into new environments and cutting into the clicks that traditional SEO relied on.
A user looking for “how to negotiate startup equity” might have a conversation with ChatGPT instead of running a search. It’s faster, it’s more personal, and it feels more trustworthy.
That’s why Google is doubling down on AI, accelerating investment to stay ahead as search behavior evolves.
But this isn’t just a Google problem. SEOs and marketers need to expand their definition of SEO. It’s not just about ranking: It’s about showing up wherever your audience is learning and making decisions. 
Unfortunately, the path isn’t always clear. We’ve seen well-structured, helpful content still get skipped by AI Overviews and poor content get featured. And of course, there’s volatility. But over time, the pattern is clear: Content that anticipates intent, adds original value, and earns trust tends to hold up.
The fundamentals haven’t changed. Serve your audience better than anyone else, and you’re still in the game.
A framework for building SEO that survives AI
The shortcuts are gone. So what actually works?
At Victorious, we’ve stress-tested these principles across hundreds of SEO programs, seeing firsthand what holds up in AI-driven search and what collapses. This isn’t about chasing perfection. It’s about building visibility that lasts, even as search evolves.
This framework assumes you’ve already handled the technical foundation, or that you’re working with a partner who has. Without enhanced crawlability and a clean structure, even the best content can disappear.
The following principles are simple, but the execution takes discipline, experience, and the right support.
1. Align SEO with user intent and the customer journey
Start with searcher intent. Every query is a question or a goal. Your job is to answer it or help the user achieve it.
Group queries by type:
Informational (learning)
Commercial (comparing)
Transactional (acting)
Navigational (finding)
Then map your content to match:
Top of funnel: guides, how-tos, research
Mid-funnel: comparisons, case studies, testimonials
Bottom of funnel: product and service pages with strong CTAs
Use Google Search Console or your analytics platform to segment keywords by intent, then fill the gaps. If a high-intent query isn’t addressed on your site, build something better than what’s out there.
Zoom out and layer in the journey stage. Content should walk people from awareness to action. If AI takes the top-funnel summary, your job is to own the deeper click. Intent mapping isn’t just for visibility. It’s how you guide real people from interest to action and earn their trust along the way.
And here’s what often gets missed: SEO done right doesn’t just drive traffic, it drives the performance of everything else. It:
Makes paid campaigns more efficient. 
Fills the gap between email sends. 
Answers questions that sales teams keep getting. 
At Victorious, we design SEO strategies to amplify the rest of your marketing mix, not compete with it.
2. Double down on quality, expertise, and trust
Google’s AI Overviews favor content that’s clear, credible, and comprehensive. That means:
Expert voices: Feature real people with real experience. Add bios to your site and quote SMEs in your content so your content speaks with authority.
Original insights: Use internal data, unique case studies, or real customer stories to showcase your work. Generic content won’t make the cut. Google’s AI is designed to skip it.
Comprehensiveness: Don’t make pieces long for the sake of it, but be sure they fully answer the search intent. Anticipate follow-up questions and link to next steps.
Trust signals: Make it clear you’re legit with a secure site, clean design, clear authorship, up-to-date content, and testimonials. 
Most importantly: Don’t chase scale by churning out low-quality AI content. It will hurt more than help. 
Authority isn’t something you claim, it’s something you prove. Now more than ever, that proof must appear in your content.
3. Focus on conversions and value, not just traffic volume
AI might reduce traffic volume, but it can raise traffic quality. One high-intent click that converts is worth more than a hundred that bounce. That’s a trade worth taking.
Traffic is a vanity metric without conversions. If your SEO program still reports wins in terms of sessions or rankings alone, it’s time to update the dashboard.
Stakeholders want numbers that translate into pipeline and proof of return. Your SEO strategy has to speak in terms of leads, conversions, and revenue, not just sessions and CTR.
Measure:
Leads and revenue attributable to organic search.
Conversion rates on key organic landing pages.
Share of total conversions from organic.
At the same time, expect analytics to get messier. Some AI-driven visits show up as direct or referral traffic, so use blended attribution models and focus on the bigger picture. If your SEO is driving growth, that’s what matters. 
4. Embrace change and integrate AI (don’t fight it)
AI isn’t a passing phase. Google, Bing, OpenAI, and everyone else are betting big on it. So should you. Here are three ways you can do this:
1. Use AI tools to scale responsibly:
Analyze large keyword or data sets.
Cluster queries by intent.
Draft content outlines (but keep a human in the loop).
2. Adapt how you publish:
Structure content clearly for readers and AI.
Use paragraph-level answers for key questions.
Add schema markup and structured data when appropriate.
3. Think beyond the Google SERP:
Explore ChatGPT plugins or custom bots trained on your site content.
Create content for YouTube, Reddit, TikTok, and other discovery platforms.
Most of all, stay agile. Set aside time and budget for SEO R&D. Pilot ideas. Measure outcomes. Evolve. 
AI didn’t kill SEO, it’s forcing us to do it right
This isn’t the end of SEO. It’s the beginning of what’s next.
AI is pushing the industry to mature away from shortcuts and toward what actually drives results.
If you’re a marketer, this is your moment. Toss the checklist playbooks and build something aligned to your specific audience. Because the companies that will come out ahead aren’t clinging to the past. They’ll use AI to see what really matters and double down on it. 
SEO has evolved before. Each time, the fundamentals held. AI is forcing another evolution; it’s just happening faster. Your job isn’t to outsmart the algorithm. It’s to be so useful, so clear, and so credible that AI has no choice but to include you. 
That’s the kind of visibility we earn for our customers at Victorious, not just through SEO, but through disciplined AEO strategy, continuous testing, and hands-on support. It’s the kind that compounds in an AI-enabled world.
This article was written by Houston Barnett-Gearhart, Director of SEO at Victorious.

AI isn’t the disruptor. It’s the stress test.

If AI killed your SEO strategy, you didn’t have one by Victorious

<div><img width="1500" height="939" src="https://searchengineland.com/wp-content/seloads/2025/06/jill-whalen-2009-1750612448.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/06/jill-whalen-2009-1750612448.jpg 1500w, https://searchengineland.com/wp-content/seloads/2025/06/jill-whalen-2009-1750612448-768x481.jpg 768w" sizes="(max-width: 1500px) 100vw, 1500px" /></div>Whalen was known for her relentless pursuit of providing value with your content and shepherding the industry to a more ethical form of search marketing.

<div><img width="1500" height="939" src="https://searchengineland.com/wp-content/seloads/2025/06/jill-whalen-2009-1750612448.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/06/jill-whalen-2009-1750612448.jpg 1500w, https://searchengineland.com/wp-content/seloads/2025/06/jill-whalen-2009-1750612448-768x481.jpg 768w" sizes="(max-width: 1500px) 100vw, 1500px" /></div>
<p>We have just learned the shocking news that Jill Whalen, an SEO expert, educator and pioneer, has died. </p>



<p>Whalen was one of the first female search marketers in our industry, paving the way for many in our industry to follow her way. Her way was to prioritize ethical content quality over fabricating other search ranking factors, because she knew, even three decades ago, that honest work would win out in the long run.</p>



<p>Here is a post from her daughter, Corie, about the devastating news:</p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="500" data-dnt="true"><p lang="en" dir="ltr">Feels like a chaotic time to step in and share this, but I’ve been absent on here lately because, sadly, my mom <a href="https://twitter.com/jillwhalen?ref_src=twsrc%5Etfw">@jillwhalen</a> passed away this week after a short but hard fought battle with an especially aggressive type of cancer. To say I’m devastated would be an understatement.…</p>&mdash; Corie Whalen (@CorieWhalen) <a href="https://twitter.com/CorieWhalen/status/1933979779688280121?ref_src=twsrc%5Etfw">June 14, 2025</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<p>Even though Whalen retired over a decade ago, she was so foundational to our industry that even those who have not heard of Whalen in one way or another have been positively impacted by her work in this space. </p>



<p>I <a href="https://www.seroundtable.com/jill-whalen-rip-39634.html">have posted</a> some of the industry reaction to her passing on Search Engine Roundtable.</p>



<h2 class="wp-block-heading" id="h-about-jill-whalen">About Jill Whalen</h2>



<p>Whalen began doing SEO in 1995 and <a href="https://www.seroundtable.com/jill-whalen-17599.html">retired in 2013</a>, feeling that she was no longer needed to defend content SEO as the primary method for achieving successful search rankings. </p>



<p>Whalen always championed the &#8220;white hat&#8221; cause for her two-decade SEO career.</p>



<p>For decades, Whalen ran her successful SEO agency, High Rankings, the High Ranking Forums and her newsletter. </p>



<p>She spoke at countless conferences, wrote hundreds of articles (<a href="https://searchengineland.com/author/jill-whalen">including many here</a>), and helped build up this industry into a respectable business.</p>


We have just learned the shocking news that Jill Whalen, an SEO expert, educator and pioneer, has died. 
Whalen was one of the first female search marketers in our industry, paving the way for many in our industry to follow her way. Her way was to prioritize ethical content quality over fabricating other search ranking factors, because she knew, even three decades ago, that honest work would win out in the long run.
Here is a post from her daughter, Corie, about the devastating news:


Feels like a chaotic time to step in and share this, but I’ve been absent on here lately because, sadly, my mom @jillwhalen passed away this week after a short but hard fought battle with an especially aggressive type of cancer. To say I’m devastated would be an understatement.…
— Corie Whalen (@CorieWhalen) June 14, 2025





Even though Whalen retired over a decade ago, she was so foundational to our industry that even those who have not heard of Whalen in one way or another have been positively impacted by her work in this space. 
I have posted some of the industry reaction to her passing on Search Engine Roundtable.
About Jill Whalen
Whalen began doing SEO in 1995 and retired in 2013, feeling that she was no longer needed to defend content SEO as the primary method for achieving successful search rankings. 
Whalen always championed the “white hat” cause for her two-decade SEO career.
For decades, Whalen ran her successful SEO agency, High Rankings, the High Ranking Forums and her newsletter. 
She spoke at countless conferences, wrote hundreds of articles (including many here), and helped build up this industry into a respectable business.

Whalen was known for her relentless pursuit of providing value with your content and shepherding the industry to a more ethical form of search marketing.

SEO pioneer and content expert Jill Whalen passes away

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Join us for this live panel d" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>As AI search evolves, one old-school tactic is gaining new power: hyperlocal PR.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Join us for this live panel d" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<figure class="wp-block-image size-large"><a href="https://www.bigmarker.com/third-door-media/build-rankings-authority-and-ai-search-visibility-with-hyperlocal-pr?utm_bmcr_source=selpost&amp;utm_source=sel&amp;utm_medium=post"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-800x450.jpg" alt="Join us for this live panel d" class="wp-image-454119" srcset="https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/04/sel_1920x1080_live_panel_c.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure>



<p>Content, links, technicals — you&#8217;re covering the SEO basics. But there&#8217;s one critical signal Google and AI search engines prioritize — and most SEOs miss it:</p>



<p><strong>Hyperlocal PR.</strong></p>



<p>It’s the practice of earning mentions, links, and trust from community-level sources — neighborhood blogs, local influencers, Reddit threads, small media, and grassroots partnerships.</p>



<p>These signals build real-world credibility, boost traditional rankings, and feed AI-generated results that crave relevance and authority.</p>



<p>In this session, &#8220;<a href="https://www.bigmarker.com/third-door-media/build-rankings-authority-and-ai-search-visibility-with-hyperlocal-pr?utm_bmcr_source=sel-post&amp;utm_source=sel&amp;utm_medium=post" target="_blank" rel="noopener"><strong>Build Rankings, Authority, and AI Search Visibility with Hyperlocal PR</strong></a>,&#8221; the team at Citation Labs will show you:</p>



<ul class="wp-block-list">
<li>Why hyperlocal PR is key to modern SEO and LLM-driven visibility</li>



<li>How brands scale it with Citation Labs&#8217; Software AND a Service model</li>



<li>Real-world workflows, examples, and tools you can use now</li>
</ul>



<p>Join Garrett French, James Wirth, and Lee Elliott for a practical playbook on ranking where it counts. Don’t overlook the signal that’s hiding in plain sight. <strong><a href="https://www.bigmarker.com/third-door-media/build-rankings-authority-and-ai-search-visibility-with-hyperlocal-pr?utm_bmcr_source=sel-post&amp;utm_source=sel&amp;utm_medium=post">Save your seat here</a></strong>.</p>


Content, links, technicals — you’re covering the SEO basics. But there’s one critical signal Google and AI search engines prioritize — and most SEOs miss it:
Hyperlocal PR.
It’s the practice of earning mentions, links, and trust from community-level sources — neighborhood blogs, local influencers, Reddit threads, small media, and grassroots partnerships.
These signals build real-world credibility, boost traditional rankings, and feed AI-generated results that crave relevance and authority.
In this session, “Build Rankings, Authority, and AI Search Visibility with Hyperlocal PR,” the team at Citation Labs will show you:
Why hyperlocal PR is key to modern SEO and LLM-driven visibility
How brands scale it with Citation Labs’ Software AND a Service model
Real-world workflows, examples, and tools you can use now
Join Garrett French, James Wirth, and Lee Elliott for a practical playbook on ranking where it counts. Don’t overlook the signal that’s hiding in plain sight. Save your seat here.

As AI search evolves, one old-school tactic is gaining new power: hyperlocal PR.

Build rankings, authority, and AI search visibility with hyperlocal PR by Edna Chavira

<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 jobs in SEO, PPC and digital marketing
Lead Web & Organic Growth Strategist (AI), Upstart (Remote)
Salary: $130,800 – $181,100
Own & Execute Web Content Strategy – Lead site content structure, product pages, blog planning, and SEO strategy to drive organic discoverability and engagement.
Partner with Lead Web Designer – Work closely with our Lead Web & Experience Designer to ensure SEO-informed page architecture, content structure, and conversion-driven optimizations.
SEO Manager, Avantor (Remote)
Salary: $102,200 – $170,300k
Manage and mentor a team of SEO Coordinators and Technical SEO Specialists.
Set clear goals, provide regular feedback, and support professional growth and development.
Sr. SEO Manager (Technical & Content), The Arena Group (Remote)
Salary: $125,000 – $150,000
Guide editorial teams on best practices for on-page elements, including titles, meta descriptions, internal linking, headers, and structured data to improve organic reach.
Build and maintain regular weekly, monthly, and quarterly reporting focused on editorial performance, content analytics and traffic trends to the edit team and other key stakeholders.
Sr. Manager (SEO, AI/LLM), Cribl (Remote)
Salary: $94,400 – $147,000
Own, document, and communicate the SEO and AI optimization strategy across Cribl.io and related properties to increase both visibility, and qualified organic traffic and conversions.
Strategize and implement scalable strategies for AI-powered search optimization (AEO), including schema markup, structured content, backlink and social/community strategies to drive mentions and citations.
SEO Manager, Mindr (Remote)
Salary: $89,100 – $115,000
Execute and support SEO strategies that drive measurable improvements in organic traffic and search rankings across multiple web properties.
Conduct technical SEO audits using tools like Screaming Frog and aHrefs to identify and prioritize on-site optimizations.
Paid Media Manager, Single Grain | Start Growing (Los Angeles, CA)
Salary: $200,000
Independently manage and optimize paid media campaigns across Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads, and TikTok Ads, ensuring campaigns are aligned with client goals, current best practices, and performance targets
Implement and execute campaigns, including keyword research, audience targeting, ad copy creation, bid management, and budget allocation with meticulous attention to detail
Paid Search Manager, Robert Half, Greater Chicago Area
Salary: $70,000 – $80,000
Campaign Oversight & Optimization: Lead hands-on management of paid search campaigns (Google Ads, Performance Max, PLA, LIA, SLA).
Budget Ownership: Oversee campaign budgets up to $8M, ensuring strategic allocation and ongoing optimization.
Performance Marketing Manager (mobile gaming), 80Twenty (Remote)
Salary: $80,000 – $110,000
Launch and scale paid campaigns across Meta & Google
Optimize daily performance metrics (CPA, ROAS, CTR, LTV)
Collaborate on creative development and testing
Manager, Paid Media Strategy & Activation, White & Case LLP (New York, NY)
Salary: $100,000 – $187,200K
Strategic Leadership: Develop a firmwide paid media strategy rooted in relevant audience segments and aligned with global business objectives, brand positioning, and practice/industry priorities.
Channel Management: Oversee planning, execution, and optimization across all paid media channels, including LinkedIn, Google Ads, programmatic display, paid social and native advertising.
Senior Marketing Manager, Acushnet Company, (San Marcos CA)
Salary: £125,000 – $158,000
Marketing Project Lead: Coordinate and support marketing projects from a process / project management standpoint. 
Serve as liaison with Titleist Clubs Marketing team on product launches and ongoing marketing projects to ensure timely support of brand marketing initiatives 
More SEO jobs
SEO & Content Marketing Manager / Consultant, Flow Agency (Remote)
Salary: $55,000 – $60,000
Quarterly goal setting and business reviews,
SEO milestones, roadmap creation and resource planning.
SEO Specialist, Sportradar (Remote)
Salary: $70,000 – $75,000
Assist in conducting keyword research and analysis.
Help optimize on-page SEO elements (titles, meta descriptions, headers, etc.).
Sr. SEO Specialist, WISE Digital Partners (Remote)
Salary: $65,000 – $75,000
Run specific SEO campaigns, focusing on both on-page and off-page techniques, including technical SEO considerations.
Work with the Copy team to ensure that all content is optimized for SEO, including the use of appropriate keywords, meta tags, and alt tags.
SEO & Content Specialist, Muse (Remote)
Salary: $45,000 – $50,000
Build long-tail keyword maps tied to user intent and evolving SGE models, and implement Q&A/FAQ (and other) schema in top blogs to boost AI-generated answers and featured snippets.
Own YouTube and Untangle Podcast SEO—optimize titles, descriptions, transcripts, embeds and metadata for both long-form and repurposed short-form clips; embed optimized clips into related blogs and track UTM referrals/conversions.
Search Engine Optimization Manager, TurnPoint Services (Remote)
Salary: $85,000 – $95,000
Own and execute the enterprise SEO strategy across 50+ multi-location brands
Lead and mentor a team of SEO contractors and agency partners
Sr. SEO Specialist, Perrill (Remote)
Salary: $70,000 – $85,000
Developing comprehensive SEO strategies that align with client objectives
Conducting keyword research and increasing search rankings for high-value search terms
SEO Website Optimization Specialist, Eleos Health (Remote)
Salary: $65,000 – $70,000
Build landing pages, pillar pages, and general site content—or direct our third-party dev agency to do so.
Continuously monitor existing content performance and optimize for conversion and A/B testing.
SEO Manager, Marketing Six (Remote)
Salary: $50,000 – $70,000
Plan, develop, and implement SEO strategies for multiple campaigns
Report and assess SEO performance and organic KPIs
SEO Manager ~ Lexigate (Remote)
Salary: $80,000 –$100,000
Own and lead the SEO strategy for a portfolio of clients—from technical audits to content and link-building plans.
Act as the main point of contact for your clients, joining regular calls and maintaining a strong, proactive relationship.
Sr. Manager, Growth Marketing – Paid Search / SEM, Quince (Remote)
Salary: $110,000+
Play a crucial role in Quince’s growth story managing one of the biggest paid channels which has grown 400% YoY and continued growth potential.
Focus on text ads component of Google ads and eventually expand to PLA as well as Display programs
SEO Strategy / Manager, Vinnie Mac (Remote)
Salary: $65,000 – $80,000
Guide our launch and ongoing SEO specialists while collaborating with our content team
Create SEO approaches that prioritize phone call generation above all other metrics
SEO Strategist, Relentless Digital (Remote)
Salary: $65,000 – $85,000
Execute and optimize local and national SEO strategies for home service businesses (primarily plumbing and HVAC).
Analyze rankings, traffic, and conversion data to measure performance and provide recommendations.
SEO Specialist, Rival Digital (Remote)
Salary: $60,000 – $75,000
Constantly identifying long-term goals for all clients and creating plans to achieve these goals effectively
Developing thorough SEO strategies that focus on the client’s objectives and opportunities
Sr. SEO Specialist, Perril (Remote)
Salary: $70,000 – $80,000
Developing comprehensive SEO strategies that align with client objectives
Conducting keyword research and increasing search rankings for high-value search terms
SEO Specialist, Digital Law Marketing (Remote)
Salary: $60,000 – $100,000
Develop and implement effective SEO strategies for law firm websites to improve organic search visibility.
Conduct in-depth keyword research to target high-value search terms for personal injury, criminal defense, family law, and other legal practice areas.
SEO Sales Manager, MMP Associates, Inc (Remote)
Salary: $60,000
Conduct research and create pitch reports for prospective clients.
Analyze competitive landscapes and identify opportunities for improvement.
SEO Editor: B2B Tech & Dev Tools, Growth Plays (Remote)
Salary: $80,000 – $95,000
You will be responsible for ensuring editorial quality across all client content, including briefs, drafts, and final content, with a focus on maintaining an accurate representation of each client’s products, services, and unique positioning.
You will establish a feedback loop with internal teams and freelancers to refine human- and AI-generated content and content briefs.
More PPC jobs
Search Media Manager, ByHeart (New York, NY)
Salary: $105,000 – $120,000
Lead strategy, execution, and optimization of all paid search campaigns (Google Ads etc.)
Own campaign planning, keyword strategy, bidding, testing, and budget management
Search Engine Marketing Manager, Clutch (Hybrid, Los Angeles Metropolitan Area)
Salary: $75,000 – $100,000
Design, implement, track, analyze, and optimize Paid Search campaigns across a variety of platforms.
Oversee bidding strategies and manage keyword portfolios to achieve target acquisition goals.
Performance Marketing Manager, Jordan Digital Marketing (Remote)
Salary: $75,000 – $95,000
Plan, execute, and analyze paid search and paid social strategy for our clients
Manage media spend across Google Ads, LinkedIn Ads, Meta Ads, and Reddit Ads
Digital Marketing Manager, 24 Seven Talent (Irvine, CA)
Salary: $100,000 – $130,000
Develop integrated, performance-based digital marketing strategies rooted in consumer insights and data.
Translate brand objectives into actionable, cross-channel digital plans spanning media, social, content, and creative. 
Performance Marketing Manage, Verkada, (San Mateo, CA)
Salary: $145,000 – $190,000
Develop and implement comprehensive digital marketing strategies to increase brand visibility and customer acquisition across various digital platforms (including social media, email marketing, SEO, and PPC).
Analyze performance data to identify trends, measure campaign effectiveness, and optimize strategies for maximum ROI.
eCommerce and Digital Marketing Manager, Verb Products (New York, NY)
Salary: $100,00 – $120,000
Develop and oversee the roadmap, release and maintenance of web systems and services to support the company’s ecommerce and digital strategy.
Manage and oversee the web development agency, ensuring the highest level of service and continued innovation. Plan and architect website development and maintenance. Perform analysis of projects’ specifications and issues. Perform updates, changes and modifications to the website. Maintain tracker for bug fixes.
Senior Growth Manager, Paid Social, Chiefe Detective (Remote)
Salary: $100,000 – $110,000
Campaign Strategy & Planning: Collaborate with Growth Partners, Directors and media buyers on other channels to translate client business objectives into actionable paid media strategies on Meta (Facebook & Instagram).
Media Buying & Optimization: Launch, manage, and optimize campaigns to meet and exceed KPI targets. Perform daily management of ad spend and pacing to ensure budget adherence.
Paid Search Ads Manager (Remote – US), Fab Glass and Mirror (Remote)
Salary: $70,000 – $80,000
Strategically manage, optimize, and scale paid search campaigns on platforms like Google Ads and Microsoft Ads. You’ll take accounts with six-figure monthly ad spends and grow them into significant revenue drivers, reaching high eight- to nine-figure levels.
Analyze performance metrics to craft strategies that boost ROI, improve account efficiency, and drive remarkable business growth. Conversion goal setting, attribution modeling, and adapting to PPC industry changes will be second nature to you.
Performance Marketing Manager, COMPLY (Remote)
Salary: $75,000 – $85,000
Google Paid Search Campaigns: Develop, manage, and optimize paid search campaigns on Google Ads to drive content downloads and demo requests.
LinkedIn Paid Social Campaigns: Lead LinkedIn ad campaigns aimed at increasing brand awareness, driving demo requests, and content downloads.
Senior Paid Media Manager, AdMax Local (Remote)
Salary: $80,000 – $120,000
Plan, develop, and execute comprehensive paid media strategies to drive revenue, direct response, qualified leads, and new user acquisition for your book of clients
Utilize business acumen to work closely with client teams to identify and fully understand business needs, campaign performance objectives, and opportunities to grow relationships and client investments
Performance Marketing Manager, Verkada (San Mateo, CA)
Salary: $145,000 – $190,000
Develop and implement comprehensive digital marketing strategies to increase brand visibility and customer acquisition across various digital platforms (including social media, email marketing, SEO, and PPC).
Analyze performance data to identify trends, measure campaign effectiveness, and optimize strategies for maximum ROI.
Sr. Manager, Growth Marketing – Paid Search / SEM, Quince (San Francisco, CA)
Salary: $100,000+
Play a crucial role in Quince’s growth story managing one of the biggest paid channels which has grown 400% YoY and continued growth potential.
Focus on text ads component of Google ads and eventually expand to PLA as well as Display programs.
Performance Marketing Manage, Verkada, (San Mateo, CA)
Salary: $145,000 – $190,000
Develop and implement comprehensive digital marketing strategies to increase brand visibility and customer acquisition across various digital platforms (including social media, email marketing, SEO, and PPC).
Analyze performance data to identify trends, measure campaign effectiveness, and optimize strategies for maximum ROI.
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Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

The latest jobs in search marketing

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/06/44-marketing-initiatives-where-AI-alone-will-fail.png" class="attachment-large size-large wp-post-image" alt="44 marketing initiatives where AI alone will fail" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/06/44-marketing-initiatives-where-AI-alone-will-fail.png 1920w, https://searchengineland.com/wp-content/seloads/2025/06/44-marketing-initiatives-where-AI-alone-will-fail-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/06/44-marketing-initiatives-where-AI-alone-will-fail-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Here’s where AI still can’t match human judgment – and why marketers shouldn’t hand over the keys just yet.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/06/44-marketing-initiatives-where-AI-alone-will-fail.png" class="attachment-large size-large wp-post-image" alt="44 marketing initiatives where AI alone will fail" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/06/44-marketing-initiatives-where-AI-alone-will-fail.png 1920w, https://searchengineland.com/wp-content/seloads/2025/06/44-marketing-initiatives-where-AI-alone-will-fail-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/06/44-marketing-initiatives-where-AI-alone-will-fail-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Marketers are under pressure to move faster, do more, and cut costs, so it’s no surprise many turn to AI.&nbsp;</p>



<p>But there are still plenty of areas where automation isn’t just risky – it’s a liability.</p>



<p>My colleague Adam Tanguay has already done a stellar job of explaining why <a href="https://searchengineland.com/blend-ai-human-input-content-approach-455642">you can’t just let AI run your SEO and content</a>.&nbsp;</p>



<p>What brand marketers often need now are specific, practical examples of where unsupervised AI falls short.</p>



<p>The list below isn’t exhaustive – new edge cases emerge daily – but it’s a solid starting point.&nbsp;</p>



<p>Bookmark it as a reference for when and where human judgment, creativity, and critical thinking are still non-negotiable.</p>



<h2 class="wp-block-heading" id="h-brand-critical-copy-and-messaging">Brand-critical copy and messaging</h2>



<h3 class="wp-block-heading" id="h-1-final-approval-of-headlines-slogans-and-value-prop-statements">1. Final approval of headlines, slogans, and value-prop statements</h3>



<ul class="wp-block-list">
<li>Subtle shifts in tone can mis-position a brand, introduce unintended promises, or clash with existing campaigns. Only a human can judge nuance, cultural connotation, and political sensitivity in real time.</li>
</ul>



<h3 class="wp-block-heading" id="h-2-long-form-thought-leadership-articles-and-bylined-pieces">2. Long-form thought-leadership articles and bylined pieces</h3>



<ul class="wp-block-list">
<li>AI can draft, but a true SME must ensure the argument reflects proprietary experience, adds genuinely new insight (anything “new” is beyond AI’s grasp at this point), and aligns with corporate positioning (E-E-A-T).</li>
</ul>



<h2 class="wp-block-heading" id="h-legal-compliance-and-reputation-sensitive-outputs">Legal, compliance and reputation-sensitive outputs</h2>



<h3 class="wp-block-heading" id="h-3-statements-that-touch-on-regulated-advice-finance-health-privacy-etc">3. Statements that touch on regulated advice (finance, health, privacy, etc.)</h3>



<ul class="wp-block-list">
<li>AI may hallucinate regulations, cite outdated statutes, or miss jurisdictional nuance, all of which expose the company to legal risk.</li>
</ul>



<h3 class="wp-block-heading" id="h-4-crisis-communications-or-sensitive-pr-responses">4. Crisis communications or sensitive PR responses</h3>



<ul class="wp-block-list">
<li>Tone, empathy, and fact-checking must be impeccable and empathetic; AI can misinterpret context or use language that escalates rather than diffuses.</li>
</ul>



<h2 class="wp-block-heading" id="h-data-interpretation-and-strategic-decision-making">Data interpretation and strategic decision-making</h2>



<h3 class="wp-block-heading" id="h-5-root-cause-analysis-of-traffic-drops-or-ranking-volatility">5. Root-cause analysis of traffic drops or ranking volatility</h3>



<ul class="wp-block-list">
<li>This kind of analysis requires correlation across datasets (GSC, GA4, log files, release notes, SERP features) and an understanding of site-specific quirks and market shifts that models don’t “see.”</li>
</ul>



<h3 class="wp-block-heading" id="h-6-okr-kpi-target-setting">6. OKR / KPI target setting</h3>



<ul class="wp-block-list">
<li>Effective targets incorporate seasonality, competitive landscape, resourcing, and business constraints, all of which are contextual factors AI lacks without guided inputs.</li>
</ul>



<h3 class="wp-block-heading" id="h-7-attribution-model-adjustments-and-revenue-forecasting">7. Attribution-model adjustments and revenue forecasting</h3>



<ul class="wp-block-list">
<li>Minor formula changes can materially affect budgeting; a strategist must sanity-check assumptions and edge cases.</li>
</ul>



<h2 class="wp-block-heading" id="h-link-acquisition-and-digital-pr">Link acquisition and digital PR</h2>



<h3 class="wp-block-heading" id="h-8-prospect-qualification-and-outreach-personalization">8. Prospect qualification and outreach personalization</h3>



<ul class="wp-block-list">
<li>AI can scrape lists, but a human must evaluate site quality, audience fit, previous relationships with the organization, and brand safety (political leanings, spam history) before conducting outreach.</li>
</ul>



<h3 class="wp-block-heading" id="h-9-negotiating-partnership-placements-or-guest-posts">9. Negotiating partnership placements or guest posts</h3>



<ul class="wp-block-list">
<li>Relationship-building, pricing, and editorial standards require empathy, persuasion, and judgment beyond scripted messages.</li>
</ul>



<h3 class="wp-block-heading" id="h-10-determining-whether-a-site-is-pbn-parasite-or-legitimate">10. Determining whether a site is PBN/parasite or legitimate</h3>



<ul class="wp-block-list">
<li>Requires manual backlink-profile and traffic checks. AI classifiers still mislabel gray-hat networks.</li>
</ul>



<h3 class="wp-block-heading" id="h-11-executing-broken-link-outreach-to-gov-edu-domains">11. Executing broken-link outreach to .gov/.edu domains</h3>



<ul class="wp-block-list">
<li>Institutional gatekeepers expect personalized, policy-aware pitches.</li>
</ul>



<h3 class="wp-block-heading" id="h-12-live-spokesperson-prep-for-broadcast-interviews">12. Live spokesperson prep for broadcast interviews</h3>



<ul class="wp-block-list">
<li>Requires media-training nuance, real-time Q&amp;A rehearsal, and brand-risk coaching.</li>
</ul>



<h3 class="wp-block-heading" id="h-13-crisis-response-faq-creation">13. Crisis-response FAQ creation</h3>



<ul class="wp-block-list">
<li>Brand tone and legal liability make human vetting mandatory.</li>
</ul>



<h2 class="wp-block-heading" id="h-ux-cro-testing">UX / CRO testing</h2>



<h3 class="wp-block-heading" id="h-14-hypothesis-selection-for-a-b-tests">14. Hypothesis selection for A/B tests</h3>



<ul class="wp-block-list">
<li>Test ideas must map to user research, funnel friction points, and technical feasibility; AI may propose low-impact or infeasible variations.</li>
</ul>



<h3 class="wp-block-heading" id="h-15-final-design-qa-before-going-live">15. Final design QA before going live</h3>



<ul class="wp-block-list">
<li>Visual hierarchy, accessibility, and micro-interaction quality still depend on human eyes (and real devices).</li>
</ul>



<h2 class="wp-block-heading" id="h-content-quality-and-factual-assurance">Content quality and factual assurance</h2>



<h3 class="wp-block-heading" id="h-16-stat-driven-sections-case-study-numbers-or-medical-claims">16. Stat-driven sections, case-study numbers, or medical claims</h3>



<ul class="wp-block-list">
<li>AI often fabricates sources or misquotes figures. Humans must verify every stat against primary research.</li>
</ul>



<h3 class="wp-block-heading" id="h-17-multi-language-copy-or-cultural-localization">17. Multi-language copy or cultural localization</h3>



<ul class="wp-block-list">
<li>Literal translations ignore idioms, taboos, and regional context that affect conversion and brand perception.</li>
</ul>



<h2 class="wp-block-heading" id="h-ethical-and-bias-audits">Ethical and bias audits</h2>



<h3 class="wp-block-heading" id="h-18-reviewing-personas-examples-or-imagery-for-dei-sensitivity">18. Reviewing personas, examples, or imagery for DEI sensitivity</h3>



<ul class="wp-block-list">
<li>Models can reinforce stereotypes. A diverse human review panel can spot exclusionary language or visuals.</li>
</ul>



<h2 class="wp-block-heading" id="h-competitive-and-market-intelligence">Competitive and market intelligence</h2>



<h3 class="wp-block-heading" id="h-19-interpreting-competitor-feature-launches-or-funding-news">19. Interpreting competitor feature launches or funding news</h3>



<p>Requires reading SEC filings, founder interviews, or release notes that AI summaries may miss or misinterpret.</p>



<h3 class="wp-block-heading" id="h-20-swot-and-positioning-updates">20. SWOT and positioning updates</h3>



<p>Strategic implications depend on insider knowledge of buyer objections, sales feedback, and roadmap realities.</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-technical-seo-changes">Technical SEO changes</h2>



<h3 class="wp-block-heading" id="h-21-site-wide-architecture-modifications-url-migrations-canonical-rules">21. Site-wide architecture modifications (URL migrations, canonical rules)</h3>



<p>One misapplied directive can tank organic visibility. Humans must confirm edge-case scenarios in staging and production.</p>



<h3 class="wp-block-heading" id="h-22-robots-txt-or-security-header-edits">22. Robots.txt or security header edits</h3>



<p>An incorrect AI suggestion could deindex critical pages or expose user data.</p>



<h2 class="wp-block-heading" id="h-stakeholder-and-executive-communications">Stakeholder and executive communications</h2>



<h3 class="wp-block-heading" id="h-23-quarterly-business-reviews-and-board-level-decks">23. Quarterly business reviews and board-level decks</h3>



<p>Must blend storytelling with metrics, anticipate objections, and reflect organizational politics, which carry nuance AI can’t parse. Advanced QBRs and board decks also include forward thinking and projection, which humans are far better equipped to deliver.</p>



<h2 class="wp-block-heading" id="h-content-optimization">Content optimization</h2>



<h3 class="wp-block-heading" id="h-24-updating-statistics-legal-references-or-medical-data-points">24. Updating statistics, legal references, or medical data points</h3>



<ul class="wp-block-list">
<li>AI frequently mis-dates or fabricates sources; a strategist must verify against primary research and current regulations.</li>
</ul>



<h3 class="wp-block-heading" id="h-25-re-ordering-h-tag-hierarchy-after-a-site-wide-template-change">25. Re-ordering H-tag hierarchy after a site-wide template change</h3>



<ul class="wp-block-list">
<li>Requires live QA to ensure headings still map to design constraints, accessibility, and internal-link logic.</li>
</ul>



<h3 class="wp-block-heading" id="h-26-choosing-canonical-vs-noindex-on-overlapping-assets">26. Choosing canonical vs. noindex on overlapping assets</h3>



<ul class="wp-block-list">
<li>Misjudging intent or revenue value can quickly de-rank high-converting pages.</li>
</ul>



<h2 class="wp-block-heading" id="h-content-ideation-and-production">Content ideation and production</h2>



<h3 class="wp-block-heading" id="h-27-predictions-projections-and-philosophical-content-ideation">27. Predictions, projections, and philosophical content ideation</h3>



<ul class="wp-block-list">
<li>AI is reactive, not predictive. Only humans can break new ground in content topics and creation.</li>
</ul>



<h3 class="wp-block-heading" id="h-28-approving-on-the-record-quotes-from-smes-executives-or-customers">28. Approving on-the-record quotes from SMEs, executives, or customers</h3>



<ul class="wp-block-list">
<li>Consent and nuance matter; AI can’t confirm attribution rights or embargoes.</li>
</ul>



<h3 class="wp-block-heading" id="h-29-selecting-real-world-examples-or-anecdotes">29. Selecting real-world examples or anecdotes</h3>



<ul class="wp-block-list">
<li>Requires brand-safe judgment; a poorly chosen example can alienate core audiences.</li>
</ul>



<h3 class="wp-block-heading" id="h-30-tone-of-voice-alignment-reviews-for-different-funnel-stages">30. Tone-of-voice alignment reviews for different funnel stages</h3>



<ul class="wp-block-list">
<li>Only humans can sense when an otherwise “perfect” AI paragraph feels off-brand or mismatched to reader sophistication.</li>
</ul>



<h2 class="wp-block-heading" id="h-content-distribution-and-promotion">Content distribution and promotion</h2>



<h3 class="wp-block-heading" id="h-31-negotiating-syndication-terms-with-third-party-publishers">31. Negotiating syndication terms with third-party publishers</h3>



<ul class="wp-block-list">
<li>Licensing fees, link attributes, and exclusivity windows need human negotiation.</li>
</ul>



<h3 class="wp-block-heading" id="h-32-finalizing-paid-boost-copy-for-social-or-native-ads">32. Finalizing paid-boost copy for social or native ads</h3>



<ul class="wp-block-list">
<li>Platform policy nuances (Meta, LinkedIn, TikTok) shift weekly; compliance stakes are high.</li>
</ul>



<h3 class="wp-block-heading" id="h-33-selecting-hero-imagery-or-video-thumbnails">33. Selecting hero imagery or video thumbnails</h3>



<ul class="wp-block-list">
<li>Brand, cultural, and accessibility sensitivities can’t be fully automated.</li>
</ul>



<h2 class="wp-block-heading" id="h-conversion-rate-optimization">Conversion rate optimization</h2>



<h3 class="wp-block-heading" id="h-34-interpreting-statistical-significance-for-multivariate-tests">34. Interpreting statistical significance for multivariate tests</h3>



<ul class="wp-block-list">
<li>Requires understanding of business impact, traffic quality, and seasonality that AI can’t infer from raw numbers alone.</li>
</ul>



<h3 class="wp-block-heading" id="h-35-mapping-experiment-insights-back-to-product-roadmap-priorities">35. Mapping experiment insights back to product-roadmap priorities</h3>



<ul class="wp-block-list">
<li>Only humans can weigh political capital, sprint capacity, and revenue forecasts.</li>
</ul>



<h3 class="wp-block-heading" id="h-36-gdpr-ccpa-review-of-new-data-collection-elements">36. GDPR/CCPA review of new data-collection elements</h3>



<ul class="wp-block-list">
<li>Legal compliance overrules “best-practice” test ideas.</li>
</ul>



<h2 class="wp-block-heading" id="h-keyword-research">Keyword research</h2>



<h3 class="wp-block-heading" id="h-37-final-clustering-and-naming-of-content-hubs">37. Final clustering and naming of content hubs</h3>



<ul class="wp-block-list">
<li>Needs brand lexicon awareness and cross-team alignment (product, sales).</li>
</ul>



<h3 class="wp-block-heading" id="h-38-eliminating-negative-or-brand-unsafe-terms">38. Eliminating negative or brand‐unsafe terms</h3>



<ul class="wp-block-list">
<li>AI might group “exploit kits” with legitimate “security testing” keywords; human intent review is vital.</li>
</ul>



<h3 class="wp-block-heading" id="h-39-balancing-search-volume-vs-sales-qualification">39. Balancing search volume vs. sales qualification</h3>



<ul class="wp-block-list">
<li>Only domain experts know when a high-volume phrase drives the wrong ICP.</li>
</ul>



<h2 class="wp-block-heading" id="h-competitive-market-research">Competitive/market research</h2>



<h3 class="wp-block-heading" id="h-40-validating-feature-gap-grids-with-product-and-sales">40. Validating feature-gap grids with product and sales</h3>



<ul class="wp-block-list">
<li>Public docs often lag reality; humans must confirm roadmap truth.</li>
</ul>



<h3 class="wp-block-heading" id="h-41-monitoring-rumored-m-amp-a-or-funding-rounds">41. Monitoring rumored M&amp;A or funding rounds</h3>



<ul class="wp-block-list">
<li>Requires reading paywalled or insider sources that AI training data can’t access.</li>
</ul>



<h3 class="wp-block-heading" id="h-42-assessing-sentiment-in-analyst-reports-gartner-forrester">42. Assessing sentiment in analyst reports (Gartner, Forrester)</h3>



<ul class="wp-block-list">
<li>Nuanced language (“visionary,” “challenger”) impacts positioning and must be interpreted by strategists.</li>
</ul>



<h3 class="wp-block-heading" id="h-43-running-voice-of-customer-interviews-and-extracting-pains-in-their-own-words">43. Running voice-of-customer interviews and extracting pains in their own words</h3>



<ul class="wp-block-list">
<li>Empathy, follow-up probing, and body-language cues are non-automatable.</li>
</ul>



<h3 class="wp-block-heading" id="h-44-triangulating-tam-sam-som-figures-for-board-decks">44. Triangulating TAM/SAM/SOM figures for board decks</h3>



<ul class="wp-block-list">
<li>Requires proprietary ARR numbers, channel capacity, and realistic penetration scenarios.</li>
</ul>



<h2 class="wp-block-heading" id="h-even-as-the-list-grows-human-judgment-holds-the-line">Even as the list grows, human judgment holds the line</h2>



<p>This list was probably outdated the minute it was published.</p>



<p>People are discovering new AI shortcomings and functionalities by the day to add to or subtract.&nbsp;</p>



<p>Each vertical has its own initiatives to add.&nbsp;</p>



<p>But even as things shift, you get the overall idea.</p>



<p>There are and will always be initiatives that need a strategic, experienced human at the wheel, no matter how valuable AI can prove in doing some of the block-and-tackle work.</p>

Marketers are under pressure to move faster, do more, and cut costs, so it’s no surprise many turn to AI. 
But there are still plenty of areas where automation isn’t just risky – it’s a liability.
My colleague Adam Tanguay has already done a stellar job of explaining why you can’t just let AI run your SEO and content. 
What brand marketers often need now are specific, practical examples of where unsupervised AI falls short.
The list below isn’t exhaustive – new edge cases emerge daily – but it’s a solid starting point. 
Bookmark it as a reference for when and where human judgment, creativity, and critical thinking are still non-negotiable.
Brand-critical copy and messaging
1. Final approval of headlines, slogans, and value-prop statements
Subtle shifts in tone can mis-position a brand, introduce unintended promises, or clash with existing campaigns. Only a human can judge nuance, cultural connotation, and political sensitivity in real time.
2. Long-form thought-leadership articles and bylined pieces
AI can draft, but a true SME must ensure the argument reflects proprietary experience, adds genuinely new insight (anything “new” is beyond AI’s grasp at this point), and aligns with corporate positioning (E-E-A-T).
Legal, compliance and reputation-sensitive outputs
3. Statements that touch on regulated advice (finance, health, privacy, etc.)
AI may hallucinate regulations, cite outdated statutes, or miss jurisdictional nuance, all of which expose the company to legal risk.
4. Crisis communications or sensitive PR responses
Tone, empathy, and fact-checking must be impeccable and empathetic; AI can misinterpret context or use language that escalates rather than diffuses.
Data interpretation and strategic decision-making
5. Root-cause analysis of traffic drops or ranking volatility
This kind of analysis requires correlation across datasets (GSC, GA4, log files, release notes, SERP features) and an understanding of site-specific quirks and market shifts that models don’t “see.”
6. OKR / KPI target setting
Effective targets incorporate seasonality, competitive landscape, resourcing, and business constraints, all of which are contextual factors AI lacks without guided inputs.
7. Attribution-model adjustments and revenue forecasting
Minor formula changes can materially affect budgeting; a strategist must sanity-check assumptions and edge cases.
Link acquisition and digital PR
8. Prospect qualification and outreach personalization
AI can scrape lists, but a human must evaluate site quality, audience fit, previous relationships with the organization, and brand safety (political leanings, spam history) before conducting outreach.
9. Negotiating partnership placements or guest posts
Relationship-building, pricing, and editorial standards require empathy, persuasion, and judgment beyond scripted messages.
10. Determining whether a site is PBN/parasite or legitimate
Requires manual backlink-profile and traffic checks. AI classifiers still mislabel gray-hat networks.
11. Executing broken-link outreach to .gov/.edu domains
Institutional gatekeepers expect personalized, policy-aware pitches.
12. Live spokesperson prep for broadcast interviews
Requires media-training nuance, real-time Q&A rehearsal, and brand-risk coaching.
13. Crisis-response FAQ creation
Brand tone and legal liability make human vetting mandatory.
UX / CRO testing
14. Hypothesis selection for A/B tests
Test ideas must map to user research, funnel friction points, and technical feasibility; AI may propose low-impact or infeasible variations.
15. Final design QA before going live
Visual hierarchy, accessibility, and micro-interaction quality still depend on human eyes (and real devices).
Content quality and factual assurance
16. Stat-driven sections, case-study numbers, or medical claims
AI often fabricates sources or misquotes figures. Humans must verify every stat against primary research.
17. Multi-language copy or cultural localization
Literal translations ignore idioms, taboos, and regional context that affect conversion and brand perception.
Ethical and bias audits
18. Reviewing personas, examples, or imagery for DEI sensitivity
Models can reinforce stereotypes. A diverse human review panel can spot exclusionary language or visuals.
Competitive and market intelligence
19. Interpreting competitor feature launches or funding news
Requires reading SEC filings, founder interviews, or release notes that AI summaries may miss or misinterpret.
20. SWOT and positioning updates
Strategic implications depend on insider knowledge of buyer objections, sales feedback, and roadmap realities.
Get the newsletter search marketers rely on.
  
				
								
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See terms.
Technical SEO changes
21. Site-wide architecture modifications (URL migrations, canonical rules)
One misapplied directive can tank organic visibility. Humans must confirm edge-case scenarios in staging and production.
22. Robots.txt or security header edits
An incorrect AI suggestion could deindex critical pages or expose user data.
Stakeholder and executive communications
23. Quarterly business reviews and board-level decks
Must blend storytelling with metrics, anticipate objections, and reflect organizational politics, which carry nuance AI can’t parse. Advanced QBRs and board decks also include forward thinking and projection, which humans are far better equipped to deliver.
Content optimization
24. Updating statistics, legal references, or medical data points
AI frequently mis-dates or fabricates sources; a strategist must verify against primary research and current regulations.
25. Re-ordering H-tag hierarchy after a site-wide template change
Requires live QA to ensure headings still map to design constraints, accessibility, and internal-link logic.
26. Choosing canonical vs. noindex on overlapping assets
Misjudging intent or revenue value can quickly de-rank high-converting pages.
Content ideation and production
27. Predictions, projections, and philosophical content ideation
AI is reactive, not predictive. Only humans can break new ground in content topics and creation.
28. Approving on-the-record quotes from SMEs, executives, or customers
Consent and nuance matter; AI can’t confirm attribution rights or embargoes.
29. Selecting real-world examples or anecdotes
Requires brand-safe judgment; a poorly chosen example can alienate core audiences.
30. Tone-of-voice alignment reviews for different funnel stages
Only humans can sense when an otherwise “perfect” AI paragraph feels off-brand or mismatched to reader sophistication.
Content distribution and promotion
31. Negotiating syndication terms with third-party publishers
Licensing fees, link attributes, and exclusivity windows need human negotiation.
32. Finalizing paid-boost copy for social or native ads
Platform policy nuances (Meta, LinkedIn, TikTok) shift weekly; compliance stakes are high.
33. Selecting hero imagery or video thumbnails
Brand, cultural, and accessibility sensitivities can’t be fully automated.
Conversion rate optimization
34. Interpreting statistical significance for multivariate tests
Requires understanding of business impact, traffic quality, and seasonality that AI can’t infer from raw numbers alone.
35. Mapping experiment insights back to product-roadmap priorities
Only humans can weigh political capital, sprint capacity, and revenue forecasts.
36. GDPR/CCPA review of new data-collection elements
Legal compliance overrules “best-practice” test ideas.
Keyword research
37. Final clustering and naming of content hubs
Needs brand lexicon awareness and cross-team alignment (product, sales).
38. Eliminating negative or brand‐unsafe terms
AI might group “exploit kits” with legitimate “security testing” keywords; human intent review is vital.
39. Balancing search volume vs. sales qualification
Only domain experts know when a high-volume phrase drives the wrong ICP.
Competitive/market research
40. Validating feature-gap grids with product and sales
Public docs often lag reality; humans must confirm roadmap truth.
41. Monitoring rumored M&A or funding rounds
Requires reading paywalled or insider sources that AI training data can’t access.
42. Assessing sentiment in analyst reports (Gartner, Forrester)
Nuanced language (“visionary,” “challenger”) impacts positioning and must be interpreted by strategists.
43. Running voice-of-customer interviews and extracting pains in their own words
Empathy, follow-up probing, and body-language cues are non-automatable.
44. Triangulating TAM/SAM/SOM figures for board decks
Requires proprietary ARR numbers, channel capacity, and realistic penetration scenarios.
Even as the list grows, human judgment holds the line
This list was probably outdated the minute it was published.
People are discovering new AI shortcomings and functionalities by the day to add to or subtract. 
Each vertical has its own initiatives to add. 
But even as things shift, you get the overall idea.
There are and will always be initiatives that need a strategic, experienced human at the wheel, no matter how valuable AI can prove in doing some of the block-and-tackle work.

Here’s where AI still can’t match human judgment – and why marketers shouldn’t hand over the keys just yet.

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Read the Latest Trends and Headlines in Digital Marketing.

Here are some of the latest headlines on digital marketing insights, search, and ecommerce:

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