<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2025/11/PLTP-IntroOutro-5.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2025/11/PLTP-IntroOutro-5.png 1600w, https://searchengineland.com/wp-content/seloads/2025/11/PLTP-IntroOutro-5-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/11/PLTP-IntroOutro-5-1536x864.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>A costly landing-page mistake taught PPC expert Dale Olorenshaw the power of honesty, process, and calm leadership when things go wrong.

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2025/11/PLTP-IntroOutro-5.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/PLTP-IntroOutro-5.png 1600w, https://searchengineland.com/wp-content/seloads/2025/11/PLTP-IntroOutro-5-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/11/PLTP-IntroOutro-5-1536x864.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>
<div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/1139427667?title=0&amp;byline=0&amp;portrait=0&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="riverside_pltp_with dale — take 02 _ nov 19, 2025 001_anu_adegbola&#039;s stud"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script>



<p></p>



<p>On episode 331 of PPC Live The Podcast, I speak to Dale Olorenshaw, Head of Paid Media and Search at StrategiQ, who shares a painful but valuable experience involving a high-budget test campaign and a critical oversight.</p>



<h2 class="wp-block-heading" id="h-the-costly-ppc-mistake">The costly PPC mistake</h2>



<p>The story centers on a test campaign with a £15,000 budget. Despite strong clicks and engagement, the campaign delivered almost no conversions. After a month, the client emailed to point out that traffic had been sent to the wrong landing page. The dedicated test page they built had never been used.</p>



<h2 class="wp-block-heading" id="h-what-went-wrong-internally">What went wrong internally</h2>



<p>The error happened for several reasons. Dale bypassed the internal QA process because he managed the campaign alone. He ignored early instincts that something felt off. And because top-line metrics looked normal, he didn’t dig deeper into the conversion issue. The biggest blow was realizing the client found the mistake first.</p>



<h2 class="wp-block-heading" id="h-how-dale-handled-the-fallout">How Dale handled the fallout</h2>



<p>Although panic set in immediately, Dale avoided sending a rushed, emotional response. He replied with a simple acknowledgment saying he would investigate, stepped away to reset, and waited until he had all the facts. The next morning, he informed his account director with full honesty: “I’ve messed up.”</p>



<h2 class="wp-block-heading" id="h-the-recovery-plan">The recovery plan</h2>



<p>StrategiQ supported Dale fully and focused on solutions. The agency reconciled part of the wasted budget, delivered additional work at no extra cost, and offered reduced fees for the next project phase. The test was relaunched correctly, and the client relationship ultimately remained strong.</p>



<h2 class="wp-block-heading" id="h-what-dale-learned">What Dale learned</h2>



<p>This experience changed how Dale works today. He always follows QA processes, even as a department head. He trusts his instincts when numbers look unusual. And he encourages team accountability by asking for second opinions and double-checks, demonstrating that seniority doesn’t eliminate human error.</p>



<h2 class="wp-block-heading" id="h-a-common-ppc-mistake-dale-still-sees">A common PPC mistake Dale still sees</h2>



<p>Beyond his own error, Dale highlights a frequent PPC issue: overcrowded Responsive Search Ads. Google encourages advertisers to add many headlines and descriptions, but with small budgets, this creates thousands of ad combinations that never receive enough data to learn from. His recommendation is to reduce the number of assets and focus on clarity and quality.</p>



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



<p>Dale believes the PPC community needs more honest discussions about failure. Newcomers often only see success stories online and assume mistakes indicate incompetence. Sharing real experiences helps normalize errors, reduce pressure, and show that most growth comes from finding solutions.</p>



<h2 class="wp-block-heading" id="h-building-a-supportive-culture">Building a supportive culture</h2>



<p>Dale closes with leadership advice: create a team environment where mistakes don’t feel career-ending. Encourage honesty, remove blame, and make it clear that challenges are addressed together—not left to individuals to carry alone.</p>



<h2 class="wp-block-heading" id="h-dale-s-final-message">Dale’s Final Message</h2>



<p>If there’s one lesson to take away, it’s this: Don’t be rash, be honest, and treat client money like your own.</p>


On episode 331 of PPC Live The Podcast, I speak to Dale Olorenshaw, Head of Paid Media and Search at StrategiQ, who shares a painful but valuable experience involving a high-budget test campaign and a critical oversight.
The costly PPC mistake
The story centers on a test campaign with a £15,000 budget. Despite strong clicks and engagement, the campaign delivered almost no conversions. After a month, the client emailed to point out that traffic had been sent to the wrong landing page. The dedicated test page they built had never been used.
What went wrong internally
The error happened for several reasons. Dale bypassed the internal QA process because he managed the campaign alone. He ignored early instincts that something felt off. And because top-line metrics looked normal, he didn’t dig deeper into the conversion issue. The biggest blow was realizing the client found the mistake first.
How Dale handled the fallout
Although panic set in immediately, Dale avoided sending a rushed, emotional response. He replied with a simple acknowledgment saying he would investigate, stepped away to reset, and waited until he had all the facts. The next morning, he informed his account director with full honesty: “I’ve messed up.”
The recovery plan
StrategiQ supported Dale fully and focused on solutions. The agency reconciled part of the wasted budget, delivered additional work at no extra cost, and offered reduced fees for the next project phase. The test was relaunched correctly, and the client relationship ultimately remained strong.
What Dale learned
This experience changed how Dale works today. He always follows QA processes, even as a department head. He trusts his instincts when numbers look unusual. And he encourages team accountability by asking for second opinions and double-checks, demonstrating that seniority doesn’t eliminate human error.
A common PPC mistake Dale still sees
Beyond his own error, Dale highlights a frequent PPC issue: overcrowded Responsive Search Ads. Google encourages advertisers to add many headlines and descriptions, but with small budgets, this creates thousands of ad combinations that never receive enough data to learn from. His recommendation is to reduce the number of assets and focus on clarity and quality.
Why talking about mistakes matters
Dale believes the PPC community needs more honest discussions about failure. Newcomers often only see success stories online and assume mistakes indicate incompetence. Sharing real experiences helps normalize errors, reduce pressure, and show that most growth comes from finding solutions.
Building a supportive culture
Dale closes with leadership advice: create a team environment where mistakes don’t feel career-ending. Encourage honesty, remove blame, and make it clear that challenges are addressed together—not left to individuals to carry alone.
Dale’s Final Message
If there’s one lesson to take away, it’s this: Don’t be rash, be honest, and treat client money like your own.

A costly landing-page mistake taught PPC expert Dale Olorenshaw the power of honesty, process, and calm leadership when things go wrong.

Dale Olorenshaw speaks about a £15,000 landing page error

<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.

<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>
<p>Looking to take the next step in your search marketing career? </p>



<p>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.</p>



<h2 class="wp-block-heading" id="h-newest-seo-jobs">Newest SEO Jobs </h2>



<style>.wp-block-rss__item-title{padding-top:20px;}</style>



<p><strong>(Provided to Search Engine Land by <a href="https://www.seojobs.com/" target="_blank" rel="noopener">SEOjobs.com</a>) </strong></p>


<ul class="has-dates has-excerpts wp-block-rss"><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/seo-content-manager-marketing-six/'>SEO Content Manager ~ Marketing Six ~ $45k-$55k ~ Remote (US)</a></div><time datetime="2025-11-21T18:09:39-05:00" class="wp-block-rss__item-publish-date">November 21, 2025</time> <div class="wp-block-rss__item-excerpt">At Marketing Six, we believe digital marketing should be bold, and laser-focused on results. We’re a boutique marketing agency built on the belief that every client deserves a unique strategy. With decades of experience across legal, franchise, real estate, and service-based verticals, we’re known for smart thinking, creative execution, and a relentless drive to see […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/sr-generative-search-specialist-golden-hippo/'>Sr. Generative Search Specialist ~ Golden Hippo ~ $100,000 – $150,000 ~ Hybrid (Los Angeles, CA, United States)</a></div><time datetime="2025-11-21T13:30:56-05:00" class="wp-block-rss__item-publish-date">November 21, 2025</time> <div class="wp-block-rss__item-excerpt">Job Description Where A-Players Thrive. We’re an employee-owned, vertically-integrated builder of some of America’s most popular health &amp; wellness brands. With over 1,400 team members across multiple companies, we create best-in-class products that help make the world healthier and happier. Our creative content educates the world on making smarter health choices, while the brands we […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/ai-search-content-intern-nogood/'>AI Search &amp; Content Intern ~ NoGood ~ $16.50-$20/hr. ~ Remote (USA)</a></div><time datetime="2025-11-20T16:30:25-05:00" class="wp-block-rss__item-publish-date">November 20, 2025</time> <div class="wp-block-rss__item-excerpt">Job Description Ready to join one of the fastest-growing (and coolest!) marketing agencies in the country? You’ve arrived at the right place! We are: A team of proven growth experts, creatives, and data scientists who help unlock rapid growth for some of the world’s most iconic brands. We’ve successfully grown many companies from hundreds to […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/senior-seo-strategist-stella-rising/'>Senior SEO Strategist ~ Stella Rising ~ $80,000 – $90,000 ~ Remote (US)</a></div><time datetime="2025-11-20T15:37:15-05:00" class="wp-block-rss__item-publish-date">November 20, 2025</time> <div class="wp-block-rss__item-excerpt">Stella Rising is a nationally recognized marketing and media services agency creating transformative growth for superstar brands in the consumer middle market.  As a result of growth, we are seeking a highly motivated Senior SEO Strategist to join our team. The right candidate must be able work proficiently in a remote environment but love getting together in […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/sr-product-manager-search-ziprecruiter/'>Sr. Product Manager, Search ~ ZipRecruiter ~ $180,000-$220,000 ~ Remote (USA)</a></div><time datetime="2025-11-20T13:30:47-05:00" class="wp-block-rss__item-publish-date">November 20, 2025</time> <div class="wp-block-rss__item-excerpt">Job Description We offer a hybrid work environment. Most US-based positions can also be performed remotely (any exceptions will be noted in the Minimum Qualifications below.) Our Mission: To actively connect people to their next great opportunity. Who We Are: ZipRecruiter is a leading online employment marketplace. Powered by AI-driven smart matching technology, the company […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/principal-ai-search-engineer-yieldmo/'>Principal AI (Search) Engineer ~ Yieldmo ~ $200,000-$275,000 ~ Remote (USA)</a></div><time datetime="2025-11-19T16:30:41-05:00" class="wp-block-rss__item-publish-date">November 19, 2025</time> <div class="wp-block-rss__item-excerpt">Job Description Who We Are Yieldmo is an adtech company that utilizes AI-driven search technologies to help brands invent creative experiences by using custom ad formats, proprietary attention signals, predictive format selection, and privacy-safe premium inventory curation. Yieldmo believes all ads should be human-centered, tailored, and provoke users’ emotions and actions. Yieldmo helps brands deliver […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/senior-software-engineer-search-experience-rovercom/'>Senior Software Engineer, Search Experience ~ Rover.com ~ $140,761-$179,228 ~ Hybrid (USA) ~ Seattle, WA, United States</a></div><time datetime="2025-11-19T13:30:47-05:00" class="wp-block-rss__item-publish-date">November 19, 2025</time> <div class="wp-block-rss__item-excerpt">Job Description Who we are:  Want to make an impact? Join our pack and come work (and play!) with us. We believe everyone deserves the unconditional love of a pet—and at Rover, our mission is to make it easier to experience that love. Founded in 2011, the Rover app and website connect dog and cat […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/ai-search-marketer-recall-ai/'>AI Search Marketer ~ Recall.ai ~ $185k ~ In Person, San Francisco CA (US)</a></div><time datetime="2025-11-18T20:02:58-05:00" class="wp-block-rss__item-publish-date">November 18, 2025</time> <div class="wp-block-rss__item-excerpt">Recall.ai is the leader in a new and growing market – meeting recording APIs. There’s a clear content gap in our space: Our customers are looking for answers online, but no one is providing them. We’re the only ones with the knowledge and authority to fill that gap. Over the past 6 months, we’ve started publishing […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/seo-specialist-red-door-interactive/'>SEO Specialist ~ Red Door Interactive ~ $65,000-$80,000 ~ Remote (USA)</a></div><time datetime="2025-11-18T16:30:36-05:00" class="wp-block-rss__item-publish-date">November 18, 2025</time> <div class="wp-block-rss__item-excerpt">Job Description Is This You? You’re a search-savvy strategist who thrives on turning data into direction. You know how to make content discoverable, drive performance, and connect SEO tactics to real business outcomes. You’re curious, collaborative, and committed to growth, ready to take ownership of your work while contributing to a team that values your […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/head-of-seo-12100-collective/'>Head of SEO ~ 12100 Collective ~ $150,000 – $225,000 ~ Remote (USA)</a></div><time datetime="2025-11-17T16:30:16-05:00" class="wp-block-rss__item-publish-date">November 17, 2025</time> <div class="wp-block-rss__item-excerpt">Overview 12100 Collective is a new growth marketing agency based in NYC, founded by an alumnus of Meta’s growth team and servicing clients with &gt;$100M in annual revenue across industries. We pride ourselves on being world-class at our craft, pairing data-driven strategies with excellent creative to drive measurable growth. This role is responsible for leading […]</div></li></ul>


<h2 class="wp-block-heading" id="h-newest-ppc-and-paid-media-jobs">Newest PPC and paid media jobs</h2>



<p><strong>(Provided to Search Engine Land by <a href="https://www.ppcjobs.com/" target="_blank" rel="noopener">PPCjobs.com</a>) </strong></p>



<style>.wp-block-rss__item-title{padding-top:20px;}</style>


<ul class="has-dates has-excerpts wp-block-rss"><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/paid-search-manager-wpromote/'>Paid Search Manager ~ Wpromote ~ $72,500 – $85,000 ~ Remote (USA)</a></div><time datetime="2025-11-21T16:30:54-05:00" class="wp-block-rss__item-publish-date">November 21, 2025</time> <div class="wp-block-rss__item-excerpt">The Role We’re looking for a Paid Search Manager to join the rapidly expanding team that is the backbone of our company. You’ll directly manage search engine marketing (SEM) campaigns across both Google Ads and Microsoft Ads, making optimizations and updates daily. Your complex and diverse portfolio of clients will be a mix of both […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/director-paid-search-contract-dept-agency/'>Director, Paid Search, CONTRACT ~ Dept Agency ~ $85/hr. ~ Remote (USA)</a></div><time datetime="2025-11-19T16:30:40-05:00" class="wp-block-rss__item-publish-date">November 19, 2025</time> <div class="wp-block-rss__item-excerpt">Overview WHY DEPT? We are pioneers at heart. What this means, is that we are always leaning forward, thinking of what we can create tomorrow that does not exist today. We were born digital and we are a new model of agency, with a deep skillset in tech and marketing. That’s why we hire curious, […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/senior-paid-search-manager-moneygeek/'>Senior Paid Search Manager ~ MoneyGeek ~ $85,000-$105,000 ~ Remote (USA)</a></div><time datetime="2025-11-19T13:30:05-05:00" class="wp-block-rss__item-publish-date">November 19, 2025</time> <div class="wp-block-rss__item-excerpt">Base pay range $85,000.00/yr – $105,000.00/yr Direct message the job poster from MoneyGeek MoneyGeek is a fast-growing personal finance and insurance platform that helps millions of people get to their financial happy place. We combine trusted editorial content, proprietary data, and technology-driven product funnels to connect consumers with the right insurance and financial products, while […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/paid-search-lead-strategist-829-studios/'>Paid Search Lead Strategist ~ 829 Studios ~ $85,000 – $105,000 ~ Remote (USA)</a></div><time datetime="2025-11-18T16:30:43-05:00" class="wp-block-rss__item-publish-date">November 18, 2025</time> <div class="wp-block-rss__item-excerpt">Job Description The Paid Search Lead Strategist position is a senior level, client-facing role within 829’s Marketing Services department. This position is ideal for someone who is proactive, a great communicator, analytical, and willing to go the extra mile to get your work completed at a high level. You’ll manage a portfolio of our largest, […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/paid-media-specialist-flying-v-group/'>Paid Media Specialist ~ Flying V Group ~ Remote (USA)</a></div><time datetime="2025-11-18T13:30:50-05:00" class="wp-block-rss__item-publish-date">November 18, 2025</time> <div class="wp-block-rss__item-excerpt">Job Description Job Overview We are hiring for a highly skilled Paid Media Specialist to lead a book of accounts. Seeking a hyper-analytical mind-set to identify patterns and optimize paid media campaigns across multiple platforms, including Meta (Facebook &amp; Instagram), LinkedIn, TikTok, and Google/Bing PPC. The ideal candidate is a data-driven, results-oriented professional with deep […]</div></li></ul>


<h2 class="wp-block-heading" id="h-other-roles-you-may-be-interested-in">Other roles you may be interested in</h2>



<p><a href="https://www.linkedin.com/jobs/view/4336164070/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=xl0OYmjd%2FYXk%2Fs7g9SAWOQ%3D%3D&amp;trackingId=CYV8qxa7V7yoPG%2BwlE8T7w%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Senior Paid Media Strategist</a>, Spin Hire (Remote)</p>



<ul class="wp-block-list">
<li><strong>Salary: </strong>$90,000 &#8211; $120,000</li>



<li>Develop and execute data-driven paid social strategies that directly impact client revenue across Meta and TikTok platforms</li>



<li>Own end-to-end performance for assigned client portfolios, serving as the primary strategist and day-to-day account lead</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4337200659/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=xl0OYmjd%2FYXk%2Fs7g9SAWOQ%3D%3D&amp;trackingId=Snajn8qjWTZxtpoQ3FDtlA%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Growth Marketer</a>, Storm2 (Remote)</p>



<ul class="wp-block-list">
<li><strong>Salary: </strong>$190,000 &#8211; $200,000</li>



<li>Lead multi-channel paid acquisition programs (search, social, programmatic, intent platforms, affiliates).</li>



<li>Collaborate with external partners to refine campaign strategy, optimize spend, and enhance reporting.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4336873921/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=xl0OYmjd%2FYXk%2Fs7g9SAWOQ%3D%3D&amp;trackingId=jtrwf5ZsLoCpmdQ7nWYLBQ%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Paid Search and Display Specialist (HCPs</a>, PrescriberPoint (Remote)</p>



<ul class="wp-block-list">
<li><strong>Salary:</strong> $100,000 &#8211; $120,000</li>



<li>Deep hands-on experience managing Google Ads (Search &amp; Display) campaigns, including keyword research, ad copy creation, A/B testing, audience segmentation, and advanced bid &amp; budget optimization.</li>



<li>Experience managing and optimizing multi-million-dollar paid media budgets, with a strong understanding of how to maximize ROI/ROAS across channels.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4331485704/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=xl0OYmjd%2FYXk%2Fs7g9SAWOQ%3D%3D&amp;trackingId=3XFP5to8w%2FLvYkXlQ4e%2F9w%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Senior Content Manager</a>, TrustedTech (Irvine, CA)</p>



<ul class="wp-block-list">
<li><strong>Salary: </strong>$110,000 &#8211; $130,000</li>



<li>Develop and manage a content strategy aligned with business and brand goals across blog, web, email, paid media, and social channels.</li>



<li>Create and edit compelling copy that supports demand generation and sales enablement programs.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4341453550/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=wdpIqHBCVBzkAbdoQS5RXA%3D%3D&amp;trackingId=fww2b0LV%2FGBYrByKSULESg%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Senior Manager, SEO</a>, Kennison &amp; Associates (Hybrid, Boston, MA)</p>



<ul class="wp-block-list">
<li>Salary: $150,000 &#8211; $180,000</li>



<li>The ideal candidate brings deep SEO expertise, strong analytical instincts, proven leadership experience, and excellent communication skills.</li>



<li>Using rigorous testing and analysis, you&#8217;ll measure impact, communicate insights to stakeholders, and oversee reporting and forecasting across all of the company&#8217;s markets.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4336082801/?eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=BqY6bdNiXFs81pDxP1EE0Q%3D%3D&amp;trackingId=2xoC2QnbfdkfrqgI5Bcv4g%3D%3D&amp;trk=flagship3_search_srp_jobs">SEM Specialist &#8211; Google Ads Manager</a>, Brello Health (Remote)</p>



<ul class="wp-block-list">
<li>Salary: $70,000 &#8211; $90,000</li>



<li>Develop, execute, and continuously refine paid media strategies across Search, Shopping, YouTube, Display, and Performance Max.</li>



<li>Create detailed media plans outlining KPIs, targeting strategies, testing priorities, and budget allocations to drive sustainable ROAS and CAC efficiency.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4320406402/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=UAJxPl17oDrXE99mrkR8cg%3D%3D&amp;trackingId=3Vn1OCQ5o2Bl5vyjvgs3vw%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Digital Marketing Manager</a>, Robert Half (Hybrid, Plano, TX)</p>



<ul class="wp-block-list">
<li>Salary: $100,000 &#8211; $120,000</li>



<li>Own and evolve the website strategy, including oversight of a web developer and external CMS partners</li>



<li>Manage local SEO and listings, working closely with SEO agencies to optimize backend performance and visibility</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4321178680/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=UAJxPl17oDrXE99mrkR8cg%3D%3D&amp;trackingId=%2FtTcRfwA%2BvMWHMqiSLmvAw%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Senior Marketing Manager</a>, Insight Global (Remote)</p>



<ul class="wp-block-list">
<li>Salary: $110,000 &#8211; $125,000</li>



<li>Lead strategy and execution of a fast-growing influencer program.</li>



<li>Drive brand awareness through creator-led storytelling and demand generation.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4287477292/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=87MU3Jqrk7yUHrZS%2FUFYAA%3D%3D&amp;trackingId=dAeEOFajBlVIHTNefcrg%2Bw%3D%3D&amp;trk=d_flagship3_job_details">Senior Growth Product Manager</a>, Reku (Remote)</p>



<ul class="wp-block-list">
<li><strong>Salary: </strong>$180,000 &#8211; $220,000</li>



<li>Lead our Product-Led Growth (PLG) strategy and roadmap</li>



<li>Build viral loops, retention drivers, and onboarding magic</li>



<li>Run experiments, crunch funnels, and live in the data</li>
</ul>



<p><em><strong>Note:</strong> We update this post weekly. So make sure to bookmark this page and check back.</em></p>



<p></p>


Looking to take the next step in your search marketing career? 
Below, you will find the latest SEO, PPC, and digital marketing jobs at brands and agencies. We also include positions from previous weeks that are still open.
Newest SEO Jobs 
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(Provided to Search Engine Land by SEOjobs.com) 

SEO Content Manager ~ Marketing Six ~ $45k-$55k ~ Remote (US)
November 21, 2025 
At Marketing Six, we believe digital marketing should be bold, and laser-focused on results. We’re a boutique marketing agency built on the belief that every client deserves a unique strategy. With decades of experience across legal, franchise, real estate, and service-based verticals, we’re known for smart thinking, creative execution, and a relentless drive to see […]

Sr. Generative Search Specialist ~ Golden Hippo ~ $100,000 – $150,000 ~ Hybrid (Los Angeles, CA, United States)
November 21, 2025 
Job Description Where A-Players Thrive. We’re an employee-owned, vertically-integrated builder of some of America’s most popular health & wellness brands. With over 1,400 team members across multiple companies, we create best-in-class products that help make the world healthier and happier. Our creative content educates the world on making smarter health choices, while the brands we […]

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

Senior SEO Strategist ~ Stella Rising ~ $80,000 – $90,000 ~ Remote (US)
November 20, 2025 
Stella Rising is a nationally recognized marketing and media services agency creating transformative growth for superstar brands in the consumer middle market.  As a result of growth, we are seeking a highly motivated Senior SEO Strategist to join our team. The right candidate must be able work proficiently in a remote environment but love getting together in […]

Sr. Product Manager, Search ~ ZipRecruiter ~ $180,000-$220,000 ~ Remote (USA)
November 20, 2025 
Job Description We offer a hybrid work environment. Most US-based positions can also be performed remotely (any exceptions will be noted in the Minimum Qualifications below.) Our Mission: To actively connect people to their next great opportunity. Who We Are: ZipRecruiter is a leading online employment marketplace. Powered by AI-driven smart matching technology, the company […]

Principal AI (Search) Engineer ~ Yieldmo ~ $200,000-$275,000 ~ Remote (USA)
November 19, 2025 
Job Description Who We Are Yieldmo is an adtech company that utilizes AI-driven search technologies to help brands invent creative experiences by using custom ad formats, proprietary attention signals, predictive format selection, and privacy-safe premium inventory curation. Yieldmo believes all ads should be human-centered, tailored, and provoke users’ emotions and actions. Yieldmo helps brands deliver […]

Senior Software Engineer, Search Experience ~ Rover.com ~ $140,761-$179,228 ~ Hybrid (USA) ~ Seattle, WA, United States
November 19, 2025 
Job Description Who we are:  Want to make an impact? Join our pack and come work (and play!) with us. We believe everyone deserves the unconditional love of a pet—and at Rover, our mission is to make it easier to experience that love. Founded in 2011, the Rover app and website connect dog and cat […]

AI Search Marketer ~ Recall.ai ~ $185k ~ In Person, San Francisco CA (US)
November 18, 2025 
Recall.ai is the leader in a new and growing market – meeting recording APIs. There’s a clear content gap in our space: Our customers are looking for answers online, but no one is providing them. We’re the only ones with the knowledge and authority to fill that gap. Over the past 6 months, we’ve started publishing […]

SEO Specialist ~ Red Door Interactive ~ $65,000-$80,000 ~ Remote (USA)
November 18, 2025 
Job Description Is This You? You’re a search-savvy strategist who thrives on turning data into direction. You know how to make content discoverable, drive performance, and connect SEO tactics to real business outcomes. You’re curious, collaborative, and committed to growth, ready to take ownership of your work while contributing to a team that values your […]

Head of SEO ~ 12100 Collective ~ $150,000 – $225,000 ~ Remote (USA)
November 17, 2025 
Overview 12100 Collective is a new growth marketing agency based in NYC, founded by an alumnus of Meta’s growth team and servicing clients with >$100M in annual revenue across industries. We pride ourselves on being world-class at our craft, pairing data-driven strategies with excellent creative to drive measurable growth. This role is responsible for leading […]

Newest PPC and paid media jobs
(Provided to Search Engine Land by PPCjobs.com) 
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Paid Search Manager ~ Wpromote ~ $72,500 – $85,000 ~ Remote (USA)
November 21, 2025 
The Role We’re looking for a Paid Search Manager to join the rapidly expanding team that is the backbone of our company. You’ll directly manage search engine marketing (SEM) campaigns across both Google Ads and Microsoft Ads, making optimizations and updates daily. Your complex and diverse portfolio of clients will be a mix of both […]

Director, Paid Search, CONTRACT ~ Dept Agency ~ $85/hr. ~ Remote (USA)
November 19, 2025 
Overview WHY DEPT? We are pioneers at heart. What this means, is that we are always leaning forward, thinking of what we can create tomorrow that does not exist today. We were born digital and we are a new model of agency, with a deep skillset in tech and marketing. That’s why we hire curious, […]

Senior Paid Search Manager ~ MoneyGeek ~ $85,000-$105,000 ~ Remote (USA)
November 19, 2025 
Base pay range $85,000.00/yr – $105,000.00/yr Direct message the job poster from MoneyGeek MoneyGeek is a fast-growing personal finance and insurance platform that helps millions of people get to their financial happy place. We combine trusted editorial content, proprietary data, and technology-driven product funnels to connect consumers with the right insurance and financial products, while […]

Paid Search Lead Strategist ~ 829 Studios ~ $85,000 – $105,000 ~ Remote (USA)
November 18, 2025 
Job Description The Paid Search Lead Strategist position is a senior level, client-facing role within 829’s Marketing Services department. This position is ideal for someone who is proactive, a great communicator, analytical, and willing to go the extra mile to get your work completed at a high level. You’ll manage a portfolio of our largest, […]

Paid Media Specialist ~ Flying V Group ~ Remote (USA)
November 18, 2025 
Job Description Job Overview We are hiring for a highly skilled Paid Media Specialist to lead a book of accounts. Seeking a hyper-analytical mind-set to identify patterns and optimize paid media campaigns across multiple platforms, including Meta (Facebook & Instagram), LinkedIn, TikTok, and Google/Bing PPC. The ideal candidate is a data-driven, results-oriented professional with deep […]

Other roles you may be interested in
Senior Paid Media Strategist, Spin Hire (Remote)
Salary: $90,000 – $120,000
Develop and execute data-driven paid social strategies that directly impact client revenue across Meta and TikTok platforms
Own end-to-end performance for assigned client portfolios, serving as the primary strategist and day-to-day account lead
Growth Marketer, Storm2 (Remote)
Salary: $190,000 – $200,000
Lead multi-channel paid acquisition programs (search, social, programmatic, intent platforms, affiliates).
Collaborate with external partners to refine campaign strategy, optimize spend, and enhance reporting.
Paid Search and Display Specialist (HCPs, PrescriberPoint (Remote)
Salary: $100,000 – $120,000
Deep hands-on experience managing Google Ads (Search & Display) campaigns, including keyword research, ad copy creation, A/B testing, audience segmentation, and advanced bid & budget optimization.
Experience managing and optimizing multi-million-dollar paid media budgets, with a strong understanding of how to maximize ROI/ROAS across channels.
Senior Content Manager, TrustedTech (Irvine, CA)
Salary: $110,000 – $130,000
Develop and manage a content strategy aligned with business and brand goals across blog, web, email, paid media, and social channels.
Create and edit compelling copy that supports demand generation and sales enablement programs.
Senior Manager, SEO, Kennison & Associates (Hybrid, Boston, MA)
Salary: $150,000 – $180,000
The ideal candidate brings deep SEO expertise, strong analytical instincts, proven leadership experience, and excellent communication skills.
Using rigorous testing and analysis, you’ll measure impact, communicate insights to stakeholders, and oversee reporting and forecasting across all of the company’s markets.
SEM Specialist – Google Ads Manager, Brello Health (Remote)
Salary: $70,000 – $90,000
Develop, execute, and continuously refine paid media strategies across Search, Shopping, YouTube, Display, and Performance Max.
Create detailed media plans outlining KPIs, targeting strategies, testing priorities, and budget allocations to drive sustainable ROAS and CAC efficiency.
Digital Marketing Manager, Robert Half (Hybrid, Plano, TX)
Salary: $100,000 – $120,000
Own and evolve the website strategy, including oversight of a web developer and external CMS partners
Manage local SEO and listings, working closely with SEO agencies to optimize backend performance and visibility
Senior Marketing Manager, Insight Global (Remote)
Salary: $110,000 – $125,000
Lead strategy and execution of a fast-growing influencer program.
Drive brand awareness through creator-led storytelling and demand generation.
Senior Growth Product Manager, Reku (Remote)
Salary: $180,000 – $220,000
Lead our Product-Led Growth (PLG) strategy and roadmap
Build viral loops, retention drivers, and onboarding magic
Run experiments, crunch funnels, and live in the data
Note: We update this post weekly. So make sure to bookmark this page and check back.

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/2025/10/google-ai-mode-future.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/10/google-ai-mode-future.png 1920w, https://searchengineland.com/wp-content/seloads/2025/10/google-ai-mode-future-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/10/google-ai-mode-future-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google is increasingly showing ads inside AI Mode results, signaling a major new ad surface emerging within Google Search.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/10/google-ai-mode-future.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/10/google-ai-mode-future.png 1920w, https://searchengineland.com/wp-content/seloads/2025/10/google-ai-mode-future-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/10/google-ai-mode-future-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>More users are now spotting Google Ads embedded directly in Google’s AI Mode results, a sign that Google’s months-long test is quietly accelerating.</p>



<p><strong>What we&#8217;re seeing</strong>. <a href="https://searchengineland.com/google-ads-ai-overviews-ai-mode-desktop-455733">Google confirmed ad testing in AI Mode on desktop back in May</a>, but sightings have jumped of late:</p>



<ul class="wp-block-list">
<li><strong>Greg Sterling</strong> shared a screenshot of an HVAC repair query and said this was the first AI Mode ad he saw in the wild.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="822" height="556" src="https://searchengineland.com/wp-content/seloads/2025/11/google-ads-in-ai-mode-results-1763722887-1.png" alt="" class="wp-image-464981" style="width:824px;height:auto" srcset="https://searchengineland.com/wp-content/seloads/2025/11/google-ads-in-ai-mode-results-1763722887-1.png 822w, https://searchengineland.com/wp-content/seloads/2025/11/google-ads-in-ai-mode-results-1763722887-1-768x519.png 768w" sizes="(max-width: 822px) 100vw, 822px" /></figure></div>


<ul class="wp-block-list">
<li><strong>Brodie Clark</strong> replicated the behavior soon after, noting “the time has come” as he shared multiple screenshots of ads inside generated answers.</li>
</ul>



<figure class="wp-block-image size-full"><img decoding="async" width="2048" height="1512" src="https://searchengineland.com/wp-content/seloads/2025/11/google-ads-in-ai-mode-results2-1763722887-1-scaled.jpg" alt="" class="wp-image-464982" srcset="https://searchengineland.com/wp-content/seloads/2025/11/google-ads-in-ai-mode-results2-1763722887-1-scaled.jpg 2048w, https://searchengineland.com/wp-content/seloads/2025/11/google-ads-in-ai-mode-results2-1763722887-1-768x567.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/11/google-ads-in-ai-mode-results2-1763722887-1-1536x1134.jpg 1536w" sizes="(max-width: 2048px) 100vw, 2048px" /></figure>



<ul class="wp-block-list">
<li>Barry Schwartz reported ongoing reports of people running into AI Mode ads <a href="https://www.seroundtable.com/google-ads-in-ai-mode-results-40479.html">on Search Engine Roundtable</a>.</li>
</ul>



<p><strong>Why we care.</strong> Ads showing up inside AI Mode mark a major shift in how Google blends sponsored content with AI-generated answers. The change could reshape visibility, click-through rates, and the overall search experience. Early adopters could benefit from less competition, new formats, and stronger engagement. This is the clearest sign yet that AI Mode is becoming a real ad channel, not just an experiment.</p>



<p><strong>Between the lines</strong>. The expansion signals Google is moving to normalize ads inside AI experiences, likely ahead of a wider Search rollout.</p>



<p><strong>Bottom line</strong>. What started as a small experiment is now appearing more frequently. Advertisers should expect AI Mode to become a mainstream ad surface in Google Search.</p>


More users are now spotting Google Ads embedded directly in Google’s AI Mode results, a sign that Google’s months-long test is quietly accelerating.
What we’re seeing. Google confirmed ad testing in AI Mode on desktop back in May, but sightings have jumped of late:
Greg Sterling shared a screenshot of an HVAC repair query and said this was the first AI Mode ad he saw in the wild.

Brodie Clark replicated the behavior soon after, noting “the time has come” as he shared multiple screenshots of ads inside generated answers.





Barry Schwartz reported ongoing reports of people running into AI Mode ads on Search Engine Roundtable.
Why we care. Ads showing up inside AI Mode mark a major shift in how Google blends sponsored content with AI-generated answers. The change could reshape visibility, click-through rates, and the overall search experience. Early adopters could benefit from less competition, new formats, and stronger engagement. This is the clearest sign yet that AI Mode is becoming a real ad channel, not just an experiment.
Between the lines. The expansion signals Google is moving to normalize ads inside AI experiences, likely ahead of a wider Search rollout.
Bottom line. What started as a small experiment is now appearing more frequently. Advertisers should expect AI Mode to become a mainstream ad surface in Google Search.

Google is increasingly showing ads inside AI Mode results, signaling a major new ad surface emerging within Google Search.

Google Ads begin surfacing inside AI Mode as tests expand

<div><img width="1656" height="932" src="https://searchengineland.com/wp-content/seloads/2025/11/measure-llm-visibility-featured-image.png" class="attachment-large size-large wp-post-image" alt="Measure LLM Visibility – Featured image" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/measure-llm-visibility-featured-image.png 1656w, https://searchengineland.com/wp-content/seloads/2025/11/measure-llm-visibility-featured-image-768x432.png 768w" sizes="(max-width: 1656px) 100vw, 1656px" /></div>Learn why LLM visibility is harder to measure than SEO, how to turn AI mentions into real insights, and the metrics that reveal true brand impact in AI search.

One of the most energetic conversations around AI has been what I’ll call “AI hype meets AI reality.” Tools such as Semush One and its Enterprise AIO tool came onto the market and offered something we could not live without: The data on what was happening inside LLMs. How many citations were we capturing? How many mentions were our brands gobbling up? 
This data became, and still is, an incredible novelty. But with the data came questions like “What’s the ROI here?” and “How do I interpret this data and integrate it into my team’s actual marketing strategy?” 
It’s clear the data provided by these tools is very valuable and very intriguing, but what do you do with it? 
The fundamental problem with tracking LLMs 
Why should tracking LLMs be any more problematic than tracking traditional metrics like Google rankings? The truth is that a KPI like Google ranking does suffer from similar shortcomings. Rank doesn’t equate to dollars. In fact, rank does not necessarily mean there is traffic coming to the site. If Google has an AI Overview right on top of your ranking, traffic may well be minimal for that keyword. And even so, is your site getting the right traffic to meet your business goals? 
The difference between traditional Google rankings and LLM visibility is that the equation demonstrating the relationship between strong Google rankings and increased revenue is not complicated. People search for a keyword, your site ranks at the very top of the results, and then users are more likely to click on your organic listing rather than someone else’s. 
From there, you can track how the consumer behaved. Once they landed on your site, did they leave in three seconds flat? Abandon their cart? Make multiple purchases after multiple visits?
Whatever the case, the connection is clear: SEO did its job by bringing people to the site. (Whether they were the right people is a conversation for another time.) Once we have people coming to the site from Google, we can track how good the CRO is or determine what needs to be adjusted in order to take the consumer from site visitor to site consumer. 
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The transaction journey with an LLM is far more ethereal and disjointed. SEO and CRO work like brother and sister to create a transparent data journey. Conversely, LLMs are like your messy cousin who can’t figure out how to clean up after themselves at your grandmother’s 90th birthday party. 
Fundamentally, this is because Google Search was built to drive consumers to your ecosystem (i.e., your website). LLMs couldn’t give a hoot about your website. They are not built to deliver traffic as part of the pathway. Moreover, more and more data indicate what I feel has been obvious: LLMs are very top of the funnel. They are a starting point; a jumping-off point for users to further explore a topic or product. Evidence of this is found in basically every study under the sun, indicating that users tend to verify the information LLMs offer them. 
This construct makes turning LLM visibility data into something meaningful far more complex and layered than we’ve been used to with SEO data.
Simply put, because LLMs don’t drive users to websites (an ecosystem we own and can measure), tracking their role—and therefore their value—within the conversion funnel gets incredibly tricky. 
Great, my brand saw a 1,000% increase in the number of mentions it ranks for inside ChatGPT. What now? What does that mean? How can I qualify it? Is there a simple CTR-type of metric that says, “If you are the first brand mentioned in an LLM’s output, there is an 11.5% chance the user will visit your website?” 
No. 
So, now what? 
Now we get to where this gets really interesting. 
The problem with the methodology
Before we get into the weeds, I want to outline the basic methodology of how I approach utilizing LLM-related data. The issue with it is not how complex or simplistic the methodology for qualifying LLM visibility is or isn’t. It’s about how comfortable we are with it. 
The question of tracking LLM visibility in a more substantive way is not new. Not at all. Brand marketers have faced this problem since the dawn of the billboard. 
What makes this data process difficult for us is that we, as performance marketers, need to step out of our comfort zones for a moment. We’re very much used to direct attribution, direct data points, and not relying on correlational data. 
(I would venture that we’ve already been relying on correlational data, but this isn’t the place.) 
Regardless, the methodology around qualifying LLM performance is far more holistic, far more implicative, and far more correlative. Whereas performance marketers have historically been trying to create a data equation, they are now being asked to create an equation that fits into a certain picture or narrative rather than direct causation (or the appearance of it). 
That is new. 
Performance marketers are now being asked to create a narrative and a picture that shows the value of tracking LLM visibility. That picture is a little messier than the typical SEO or PPC reporting you may have done previously. 
However, marketers on the performance side are sitting on a wealth of information that their wider teams may not even be aware of. What you, as SEOs (and beyond), bring to the LLM visibility table is invaluable—once you get a little creative with it. 
The metrics and approach to measuring the impact of LLM visibility
Since the metrics included in LLM visibility reports don’t create the direct relationship and pattern performance marketers are accustomed to, discovering the value brought to your organization is a more layered process.
Before we dive in, it’s very important to understand what is happening within the full ecosystem of your company’s promotional efforts. If we’re creating a lot of correlated, but still deep, pictures and narratives, we have to know what should and shouldn’t be included in the data story, and how what’s included is best qualified. 
If, for example, your brand ran a huge TV ad campaign at the same time that your team “optimized” for LLM mentions, how do you identify the root cause of site traffic or branded searches on Google and the like? 
While it’s not impossible to identify causality, that can only happen when you have full awareness of the other activities your brand runs that may inform the same metrics you use to qualify LLM visibility. 
That caveat aside, what I tend to find is that the data from LLM visibility tracking is often the starting point for exploration and insight. This is unlike traditional SEO data, where the insights and end validation are much more closely seen, outward, and to a degree, “apparent.”
I’ll give you an example. According to the Semrush AIO Enterprise tool, TCL’s 6-Series of TVs is a trending product: 

A good 8% of the prompts I am tracking in the project pull up a brand mention related to the product line. 
With traditional SEO data, there was a tendency to stop here (not that this inclination was correct either, in my honest opinion). 
However, while ChatGPT seems “eager” to mention the product line, actual people are looking for it with less frequency. 
In November 2024, the keyword “tcl 6 series” had a global search volume of 6K and a monthly search demand of 3.6K in the US:

Those numbers fall considerably just one year later:

In November of 2025, global search volume for the product fell by over 35% to 3.8K monthly searches, while demand in the US fell to 1.6K monthly Google searches.
You can qualify this pattern in the branded traffic TCL receives from Google: 

In the above, the metric has essentially flattened. Going back to 2024, the brand has a consistent level of branded traffic from Google. 
Not so when you filter to only show TCL’s branded traffic as related to its 6 series TV product: 

In the above, you can see a serious decline in branded traffic associated with the product line, beginning in April 2024. 
At this point, we’re faced with a fundamental question: Does the product line have less interest because of a product issue, or is it simply getting outdone by a competitor? 
Qualifying this should be relatively easy. If I run a search for “is tcl 6 series a good tv,” the search results seem positive: 

While not perfect, the SERP points to the TV being a solid overall option. Google’s AI Overview confirms:

Since it’s not a product problem, it most likely means it’s a market/competitor issue. 
When we zoom out and look at how TCL stacks up in terms of LLM visibility across all of its TV-related products, you can see it lags behind powerhouses Samsung and LG by a good 10 percentage points, if not more: 

Now we have a starting point to run with. The next step would be to more fully audit Samsung and LG from their campaigns, activities, market perception, and the like in order to see where TCL could make up some ground with a product people really seem to like. 
My point is that using LLM visibility is far, far more layered and strategic than most of the traditional SEO metrics we’ve worked with for years. There are insights there, but you have to delve further into them and use them as red flags that indicate starting points where further investigation is required. 
If you can do that, you can set yourself, your team, and your company apart with the information gained. 
The branded search of it all
I want to focus more on using brand search to qualify LLM visibility. I touched on it in the section above, but I think brand search has always been a marketing insight goldmine, and now it’s even more valuable than before!
One of my favorite cases highlighting the value of how branded search data qualifies LLM performance is the example of the chicken wing chains Buffalo Wild Wings and Wingstop. 
The legacy brand Buffalo Wild Wings, which offers a dine-in experience (as opposed to Wingstop), has 18.4K mentions and 3.2K cited pages across LLMs:

Its newer (and takeout only) rival Wingstop (which has seen tremendous growth) pulls in about 4K fewer mentions but roughly the same amount of citations:

The question is, why? Well, Wingstop has about 200K more followers on both TikTok and Instagram: 

It is seemingly the cooler, hipper, more trending brand. Yet, its LLM performance lags behind its legacy competitor. 
To me, the branded search data tells this story. It’s not a matter of who is more popular for LLMs, but rather, who is more well-known across the internet (and all of the various concepts subsumed under that notion). 
Both brands have similar branded search traffic trajectories. Below, Buffalo Wild Wings draws in 5M visitors from Google for branded keywords:  

Almost exactly how Wingstop performs here: 

What’s different, however, is not the raw branded traffic numbers. 
This goes back to what I was saying earlier about using search data creatively and holistically to pull back the layers and create a narrative. 
Most of us would have focused solely on the number of visitors coming to each brand via Google through branded keywords. 
However, if we’re trying to get a complete picture of what LLM visibility data is telling us, we need to start thinking about this data more broadly.
In this case, I want to focus on the number of ranking branded keywords—not the traffic. 
In terms of raw branded traffic, both restaurant chains pull in around 5.8M users per month via some form or variation of their brand name. 
However, Buffalo Wild Wings uses roughly 360M keywords to get there:

In comparison, Wingstop gets its branded traffic numbers from Google with just 169K branded keywords. 

From a pure performance point of view, is this significant? You could argue it’s not. However, from a perception point of view and from an understanding of the awareness of these brands (which ties right into LLM visibility)—this is huge. 
Imagine if Nike got 10M visitors per month via branded search, but only one keyword was involved: “nike shoes.” That’s a lot of missed awareness. Nike also offers exercise clothes, sports jerseys, and a variety of products. That’s a lot of missed awareness that LLMs are going to pick up on. 
If you’re trying to use branded search data as part of your process to qualify LLM visibility, you should not only look at raw traffic but also qualify the keywords driving that traffic. 
What I see here with the two chains is very much a case in point. 
Let’s search for only branded queries that are related to “sauce” (as in “wingstop best sauce”). Wingstop has 406 keywords that yield 10.4K monthly visitors from the SERPs. 

Conversely, Buffalo Wild Wings’ branded sauce keywords amount to 3.7K for a SERP traffic yield of 70.5K: 

Which brand, from this point of view, is doing a better job with product awareness and diversity? 
Is it any surprise then that Buffalo Wild Wings has a larger total monthly audience in LLMs than Wingstop (with “monthly audience” being defined by Semrush as “total search volume for all topics where your brand is mentioned [in LLMs])?
Wingstop has a total monthly audience in LLMS of 56.8M:

That’s impressive, but it’s not nearly as high as Buffalo Wild Wings’ 98.7M:

And to me, that makes a lot of sense. Why? Because we took the initial LLM metrics presented to us and qualified them, then created a narrative that told the brand’s and the data’s story. So, coming back to a metric I purposefully glossed over earlier and seeing a discrepancy, it now makes total sense. 
This is how we need to approach measuring LLM visibility. It is the starting point. The data flagged that there may be an issue or an opportunity, and additional data was then required to contextualize and help us better understand what that issue or opportunity is. 
Direct traffic is your LLM data friend 
Branded search traffic and keyword search volumes are not the only metrics we can use to help us develop a fuller LLM data picture. It’s not even scratching the surface. There are all sorts of ways to give your LLM visibility data the narrative it needs. It can be anything from seeing correlations in how you resonate with your audience and who engages with your brand on social media to simply connecting the dots in your Google Analytics. 
One dot you could use in GA4 to help make that connection is your direct traffic. SEOs have long considered direct traffic a black hole, as anything that could not be properly attributed became “direct traffic.” 
While there is some truth to that, to me, direct traffic is fundamentally branded traffic. It indicates how well-known and adopted the brand has become that people simply type its domain into the browser and bypass everything algorithm-dependent (social, search, etc.). 
Tracking increases in LLM visibility alongside direct traffic can be a fabulous way to correlate the impact of AI brand awareness with actual consumer impact. 
Let’s go back to the earlier example we used with TCL and LG.
Again, LG performs on a very different trend line than TCL does: 

And that makes good sense to a degree, because LG is simply a bigger brand. 
You can see this play out in the direct traffic comparisons between the two: 

LG (green line) is pulling in over 20M potential consumers per month via direct traffic. That’s mammoth compared to TCL. 
We can also see that LG is starting to pick up the amount of traffic it earns from LLMs:

As this happens, and as we see LG gaining more momentum in LLMs, I would pay attention to the direct traffic metrics. If the trends of brand mentions and direct traffic start to move together in the same direction and at similar rates, that could be a positive signal that the LLM visibility is having a practical impact. (Again, you may not see the impact of LLM visibility in exactly this way, as the impact might instead appear in other metrics like increased branded search or others.)
However, I would not rely on just one metric. Again, we’re creating a data picture. In this scenario, we’d have to determine if other factors (perhaps paid media) are increasing and driving direct traffic. Also, looking at other metrics like overall demand (via keyword search volumes) and branded traffic should all come together to paint that picture for you.
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It’s not about only one metric
All I’ve done here is show you how I go about investigating and creating a narrative from LLM visibility data. This narrative is essential as it provides more depth and can be better attached to specific goals and actual KPIs. 
In the case illustrated here, I used search volume data, branded search data (in a very non-linear way), and some direct traffic data. But really, anything and everything can help tell your LLM-visibility-data story. Are bounce rates down in accordance with more LLM visibility? Does that help you gauge whether your audience targeting via LLM output is better than other places across the web? 
Whatever it may be, the idea is that there is a wealth of performance-focused search and marketing data available that you are already an expert in. You can bring that to the wider team and drive value with it. You have more insights available to you than mentions and citations.
While those metrics are a great start and a huge piece of the puzzle, it’s what you do with that data and how you supplement it with the rest of your performance data stack that will provide the opportunity to showcase your expertise and added value.

Learn why LLM visibility is harder to measure than SEO, how to turn AI mentions into real insights, and the metrics that reveal true brand impact in AI search.

How to better measure LLM visibility and its impact

<div><img width="1656" height="932" src="https://searchengineland.com/wp-content/seloads/2025/11/stop-optimizing-featured-image.png" class="attachment-large size-large wp-post-image" alt="Stop Optimizing – Featured image" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/stop-optimizing-featured-image.png 1656w, https://searchengineland.com/wp-content/seloads/2025/11/stop-optimizing-featured-image-768x432.png 768w" sizes="(max-width: 1656px) 100vw, 1656px" /></div>From search engines to generative engines, the role of SEO has always been empathy. Today it demands orchestrating clarity across the enterprise.

<div><img width="1656" height="932" src="https://searchengineland.com/wp-content/seloads/2025/11/stop-optimizing-featured-image.png" class="attachment-large size-large wp-post-image" alt="Stop Optimizing – Featured image" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/stop-optimizing-featured-image.png 1656w, https://searchengineland.com/wp-content/seloads/2025/11/stop-optimizing-featured-image-768x432.png 768w" sizes="(max-width: 1656px) 100vw, 1656px" /></div>
<p>Headlines predicting another “AI winter” are beginning to emerge, and the numbers back the skepticism. <a href="https://mlq.ai/media/quarterly_decks/v0.1_State_of_AI_in_Business_2025_Report.pdf" target="_blank" rel="noopener">MIT reports</a> that while <strong>80% of organizations have piloted GenAI and 40% report deployment, only 5% have reached scale</strong>, with <strong>seven of nine sectors showing no structural change</strong>. <a href="https://www.mckinsey.com/capabilities/tech-and-ai/our-insights/superagency-in-the-workplace-empowering-people-to-unlock-ais-full-potential-at-work" target="_blank" rel="noopener">McKinsey finds the same disconnect</a>: <strong>36% of executives report no revenue impact, only 19% say revenues have grown more than 5%, and 87% admit growth is still years away</strong>. Adoption is everywhere, but impact is almost nowhere.</p>



<p>But those headlines and numbers miss what’s happening inside enterprises right now. SEO leaders are being tapped to guide GEO—generative engine optimization. Not because we’re AI experts. Not because we know how every large language model works. We don’t. Much of it is opaque. We’re being asked to lead because SEO has always been about empathy—and that empathy now demands more than ever.</p>



<p>SEO has never been just about keywords or rankings. At its core, it’s empathy on two fronts. Empathy for search engines: understanding that Google’s real goal has never been “quality content”—it’s maximizing queries and ad revenue. And empathy for users: removing friction so they can get what they want, even when the incentives of the platform weren’t aligned with theirs.</p>



<p>Now comes a third empathy. Not for machines—they want nothing. But for the <strong>growth-at-all-costs giants building them</strong>. Their incentives are clear: maximum adoption, maximum stickiness, maximum usage. And just like Google, they’ll happily sacrifice accuracy to get it.</p>



<p>Most SEO practitioners don’t want to admit this, but “just create good content” was always a lie. Google rewarded backlinks and its chosen favorites, nothing more. An algorithm built on patterns can’t tell garbage from great—and AI providers will be no different. Pretending otherwise is naïve.</p>



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<h2 class="wp-block-heading" id="h-capitalize-on-shifting-incentives">Capitalize on shifting incentives</h2>



<p>And this shift in incentives is already reshaping how teams inside the enterprise work together. Only weeks ago, PR blocked digital outreach requests from my team. But when I pitched a GEO pilot—using the same product descriptions across third-party sites to strengthen how generative engines interpret our offering—they were all in. That’s the difference: the same function that resisted collaboration suddenly leaned in when the frame moved from SEO to GEO.</p>



<p>And empathy doesn’t stop at visibility. When someone finally does land on our site, the question isn’t “did we optimize for a keyword?” but “did we optimize for the journey?” Do they see the right message, the right next step, delivered with minimal friction? We used to call this conversion rate optimization. Is it SEO? Honestly, I don’t even know what SEO is anymore. What I do know is that to drive enterprise value, we need to evolve. <strong>The job isn’t about defending a label—it’s about aligning with outcomes.</strong></p>



<h2 class="wp-block-heading" id="h-speak-the-language-of-your-internal-audience">Speak the language of your (internal) audience</h2>



<p>This isn’t abstract. Here’s how I’ve been orchestrating at Adobe. Instead of optimizing for marginal traffic gains, I work across teams to align what really matters:&nbsp;</p>



<ul class="wp-block-list">
<li>With Product Marketing, that means using visuals to show, not tell.&nbsp;</li>



<li>With Comms and Client Success, pulling case studies that speak directly to buyer needs.&nbsp;</li>



<li>With PR, enforcing consistency on third-party sites so GEO doesn’t fragment.&nbsp;</li>



<li>With Account Executives, digging into account conversations—who the contacts are, what objections surface, what prospects actually want. And, just as importantly, why they chose us over competitors. That intelligence feeds straight back into content and positioning.&nbsp;</li>
</ul>



<p>And this is only the content layer. The next frontier is data—curating our own ontology to unify how the enterprise describes itself, so every team—and every system—speaks the same language.</p>



<h2 class="wp-block-heading" id="h-create-the-clarity-everyone-is-looking-for">Create the clarity everyone is looking for</h2>



<p>This is why enterprise teams are turning to us. Product, PR, Analytics, Compliance—they’re all looking for clarity now. And the uncomfortable truth is this: If we stay in our comfort zones, GEO will be claimed piecemeal by other functions. Product will optimize for features, PR will chase reputation, analytics will drown in dashboards—and the enterprise will end up with a patchwork of disconnected tactics.</p>



<p>SEO should be the one to drive GEO because empathy is our core skill. We’ve always balanced platform incentives with user needs, turning ambiguity into alignment. That’s exactly what GEO requires. Without that orchestration, enterprises risk noise instead of clarity, activity instead of outcomes.</p>



<h2 class="wp-block-heading" id="h-become-the-leader-your-team-needs">Become the leader your team needs</h2>



<p>SEO isn’t dead. But it is unrecognizable from what it used to be. And it demands leadership now. Leadership means admitting we don’t know everything about LLMs, but we know how to orchestrate the right people into the room and align them on outcomes.</p>



<p>Here’s the litmus test: If your reporting still begins and ends with traffic, rankings, or visibility dashboards, you’re already behind. The enterprise doesn’t need more proxies. It needs orchestration.</p>



<p>And maybe that’s the point. Whatever we call this discipline, it’s not about optimization anymore. It’s about using empathy to orchestrate clarity—across platforms, across teams, across journeys. That’s the mandate. And if SEO doesn’t own it, no one will. So I’ll ask you—<strong>is SEO dead, or is it finally something bigger?</strong></p>

Headlines predicting another “AI winter” are beginning to emerge, and the numbers back the skepticism. MIT reports that while 80% of organizations have piloted GenAI and 40% report deployment, only 5% have reached scale, with seven of nine sectors showing no structural change. McKinsey finds the same disconnect: 36% of executives report no revenue impact, only 19% say revenues have grown more than 5%, and 87% admit growth is still years away. Adoption is everywhere, but impact is almost nowhere.
But those headlines and numbers miss what’s happening inside enterprises right now. SEO leaders are being tapped to guide GEO—generative engine optimization. Not because we’re AI experts. Not because we know how every large language model works. We don’t. Much of it is opaque. We’re being asked to lead because SEO has always been about empathy—and that empathy now demands more than ever.
SEO has never been just about keywords or rankings. At its core, it’s empathy on two fronts. Empathy for search engines: understanding that Google’s real goal has never been “quality content”—it’s maximizing queries and ad revenue. And empathy for users: removing friction so they can get what they want, even when the incentives of the platform weren’t aligned with theirs.
Now comes a third empathy. Not for machines—they want nothing. But for the growth-at-all-costs giants building them. Their incentives are clear: maximum adoption, maximum stickiness, maximum usage. And just like Google, they’ll happily sacrifice accuracy to get it.
Most SEO practitioners don’t want to admit this, but “just create good content” was always a lie. Google rewarded backlinks and its chosen favorites, nothing more. An algorithm built on patterns can’t tell garbage from great—and AI providers will be no different. Pretending otherwise is naïve.
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Capitalize on shifting incentives
And this shift in incentives is already reshaping how teams inside the enterprise work together. Only weeks ago, PR blocked digital outreach requests from my team. But when I pitched a GEO pilot—using the same product descriptions across third-party sites to strengthen how generative engines interpret our offering—they were all in. That’s the difference: the same function that resisted collaboration suddenly leaned in when the frame moved from SEO to GEO.
And empathy doesn’t stop at visibility. When someone finally does land on our site, the question isn’t “did we optimize for a keyword?” but “did we optimize for the journey?” Do they see the right message, the right next step, delivered with minimal friction? We used to call this conversion rate optimization. Is it SEO? Honestly, I don’t even know what SEO is anymore. What I do know is that to drive enterprise value, we need to evolve. The job isn’t about defending a label—it’s about aligning with outcomes.
Speak the language of your (internal) audience
This isn’t abstract. Here’s how I’ve been orchestrating at Adobe. Instead of optimizing for marginal traffic gains, I work across teams to align what really matters: 
With Product Marketing, that means using visuals to show, not tell. 
With Comms and Client Success, pulling case studies that speak directly to buyer needs. 
With PR, enforcing consistency on third-party sites so GEO doesn’t fragment. 
With Account Executives, digging into account conversations—who the contacts are, what objections surface, what prospects actually want. And, just as importantly, why they chose us over competitors. That intelligence feeds straight back into content and positioning. 
And this is only the content layer. The next frontier is data—curating our own ontology to unify how the enterprise describes itself, so every team—and every system—speaks the same language.
Create the clarity everyone is looking for
This is why enterprise teams are turning to us. Product, PR, Analytics, Compliance—they’re all looking for clarity now. And the uncomfortable truth is this: If we stay in our comfort zones, GEO will be claimed piecemeal by other functions. Product will optimize for features, PR will chase reputation, analytics will drown in dashboards—and the enterprise will end up with a patchwork of disconnected tactics.
SEO should be the one to drive GEO because empathy is our core skill. We’ve always balanced platform incentives with user needs, turning ambiguity into alignment. That’s exactly what GEO requires. Without that orchestration, enterprises risk noise instead of clarity, activity instead of outcomes.
Become the leader your team needs
SEO isn’t dead. But it is unrecognizable from what it used to be. And it demands leadership now. Leadership means admitting we don’t know everything about LLMs, but we know how to orchestrate the right people into the room and align them on outcomes.
Here’s the litmus test: If your reporting still begins and ends with traffic, rankings, or visibility dashboards, you’re already behind. The enterprise doesn’t need more proxies. It needs orchestration.
And maybe that’s the point. Whatever we call this discipline, it’s not about optimization anymore. It’s about using empathy to orchestrate clarity—across platforms, across teams, across journeys. That’s the mandate. And if SEO doesn’t own it, no one will. So I’ll ask you—is SEO dead, or is it finally something bigger?

From search engines to generative engines, the role of SEO has always been empathy. Today it demands orchestrating clarity across the enterprise.

Stop optimizing. Start orchestrating. That’s SEO now.

<div><img width="1920" height="1075" src="https://searchengineland.com/wp-content/seloads/2025/11/jonathon-heard-google-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/jonathon-heard-google-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/11/jonathon-heard-google-1920-768x430.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/11/jonathon-heard-google-1920-1536x860.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Plus, Google's Jonathon Heard said Google is thinking about breaking AI Mode and AI Overview details in Search Console in the future.

<div><img width="1920" height="1075" src="https://searchengineland.com/wp-content/seloads/2025/11/jonathon-heard-google-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/jonathon-heard-google-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/11/jonathon-heard-google-1920-768x430.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/11/jonathon-heard-google-1920-1536x860.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google will soon use Gemini 3 for more complex queries within Google Search. Jonathon Heard, Google’s industry head for insurance, told this to an audience at Simply Business’s London headquarters yesterday.</p>



<p>He also said Google is thinking about how to improve Search Console reporting for AI Mode and AI Overviews.</p>



<p><strong>Clarifications from Google. </strong>We spoke to Google about this story and what Heard said. Google confirmed that Heard is not part of the Google Search team, which is likely why there is some confusion about what he meant to say.</p>



<ol class="wp-block-list">
<li>Jonathon Heard did not say Search Console will definitely have data broken out by AI Mode or AI Overviews. All he said was Google is &#8220;looking into it.&#8221; He only spoke what hypothetically might be required to make that happen.</li>



<li>Jonathon Heard&#8217;s comments were not an accurate interpretation of what Google announced at Gemini. So no, Google will not be rerouting more complex queries to AI Mode.</li>
</ol>



<p><strong>Bypassing Google Search.</strong> With Gemini 3, Google is going to auto-route complex queries through to AI Mode automatically, Heard confirmed:</p>



<ul class="wp-block-list">
<li>&#8220;We announced that with Gemini 3 launch on Tuesday. So this is U.S. only at the minute. But for queries that are very long and very complex and for which there is currently no good experience on traditional search to answer that question for them, we will auto-route those queries into AI Mode where Gemini 3 can produce generative UI for the answer.&#8221;</li>
</ul>



<p>An example of such a niche query would be something like the three-way physics challenge of how different atoms interact with each other in space and their gravitational pull on each other, he said.</p>



<ul class="wp-block-list">
<li>&#8220;So rather than a long text answer on that, Gemini 3 has built an interactive graphic so you can see how these three entities interact with each other as they move through space. And that&#8217;s a much better answer for the user than having to read 15 different websites. </li>



<li>&#8220;The thing I&#8217;d say in there is that for the sources we&#8217;ve used, on the right-hand side, there&#8217;s a column of different sources that we link through to prominently. So when the user&#8217;s read that, and wants more information, we give them the authoritative high-quality sources to go and dig further into, and that&#8217;s where the publisher traffic comes from.&#8221;</li>
</ul>



<p><strong>Google did announce this.</strong> From a Nov. 18 blog post by Google&#8217;s Head of Search Liz Reid (<a href="https://blog.google/products/search/gemini-3-search-ai-mode/">Google Search with Gemini 3: Our most intelligent search yet</a>):</p>



<ul class="wp-block-list">
<li>&#8220;And in the coming weeks, we’re also enhancing our automatic model selection in Search with <a href="https://searchengineland.com/google-releases-gemini-3-464860">Gemini 3</a>. This means Search will intelligently route your most challenging questions in AI Mode and AI Overviews to this frontier model.&#8221; </li>
</ul>



<p>But that doesn’t mean Google will redirect users from Search to AI mode. It means the system will use Gemini 3 to handle those complex queries.</p>



<p>Google has hinted at this before, suggesting <a href="https://searchengineland.com/google-ai-mode-may-become-the-default-google-search-experience-soon-461649">AI Mode may become the default Google Search</a>. Google later backtracked and said that wasn’t happening. Robby Stein of Google told us then:</p>



<ul class="wp-block-list">
<li>&#8220;Wouldn’t read too much into this. we’re focusing on making it easy to access AI Mode for those who want it.&#8221;</li>
</ul>



<ul class="wp-block-list">
<li><strong>Google says: Not accurate. </strong>As noted above, a Google spokesperson got back to us to clarify that Heard&#8217;s comments were not accurate. Google may use Gemini 3 for complex queries but it does not mean Google will redirect searchers from Google Search to AI Mode for complex queries.</li>
</ul>



<p><strong>AI Mode &amp; AI Overview Search Console data. </strong> Simon Schnieders, founder of <a href="https://www.bluearray.co.uk/">Blue Array</a>, who was moderating the panel, asked Heard whether we&#8217;d get AI data split out in Search Console in the future.</p>



<p>Right now, Google <a href="https://searchengineland.com/google-ai-mode-traffic-data-search-console-457076">lumps AI Overviews and AI Mode data</a> directly into Search Console&#8217;s overall web search data. Making it impossible to see how well a site performs within AI Mode, specifically, or in the AI Overview feature.</p>



<p>Heard replied that Google is &#8220;looking at it&#8221; and later explained that the only way forward, based on the changes to Google Search and the interfaces, is to provide new data. Schnieders said that he is the first Googler to have mentioned that, to which Heard replied:</p>



<ul class="wp-block-list">
<li>&#8220;Yeah, yeah. It&#8217;s moving really, really fast. Clearly, as we experiment with this stuff, we&#8217;re also gonna have to change the reporting structure that sits underneath it. And so, you know, AI Mode is launched here, is powered by Gemini 2.5 at the minute. </li>



<li>&#8220;Once we start to auto-route some of those queries. And I think that that&#8217;s then an interesting question for what we do about how we help businesses understand where the traffic is going and what the sources of those are. </li>



<li>&#8220;So we are looking at it, as I said, it&#8217;s a, it&#8217;s a constant conversation. We&#8217;ve not announced anything publicly yet, but you can sort of see that the reporting structures that have existed for a while would have to adapt for the new world that we&#8217;re moving into.&#8221;</li>
</ul>



<ul class="wp-block-list">
<li><strong>Google says: Not really. </strong>A Google spokesperson later clarified to Search Engine Land that Google may be &#8220;looking into it&#8221; but nothing is coming and he only spoke what is involved in making that happen.</li>
</ul>



<p>Here is the video of the event:</p>



<figure class="wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe title="Blue Array Google Search to route complex queries directly to AI Mode" src="https://player.vimeo.com/video/1139394705?h=85ee241f77&amp;dnt=1&amp;app_id=122963" width="500" height="281" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin"></iframe>
</div></figure>



<p></p>



<p><strong>Why we care. </strong>When Google bypasses Google Search and send people directly to Google AI Mode, that will change the searcher experience in a massive way. It will also change how searchers find your websites, content, products, and services.</p>



<p>Plus, Google has been avoiding talking about AI Mode and AI Overview data in Search Console since it demo&#8217;ed SGE (Search Generative Experience), the previous name for AI Overviews.</p>



<p>We have reached out to Google for clarification on this story and to confirm this Googler did not misspeak.  Those comments have been added to the story above.</p>



<p><strong>More clicks. </strong>Heard also addressed zero-click searches, saying Google is seeing the opposite with AI search:</p>



<ul class="wp-block-list">
<li>&#8220;And we see actually you know there&#8217;s lots of chatter about zero-click searches. We see users clicking more and more and more. Because the thing about this is they go deeper on the query they&#8217;re asking, they become more inquisitive.</li>



<li>As we&#8217;ve launched AI, the more the users see AI in search, the more they search. It unleashes something inherent in them about this boundless human curiosity. And we&#8217;re in year 3 of a 10-year platform shift. So you can sort of see as you extrapolate that out where our users might get to overall.&#8221;</li>
</ul>


Google will soon use Gemini 3 for more complex queries within Google Search. Jonathon Heard, Google’s industry head for insurance, told this to an audience at Simply Business’s London headquarters yesterday.
He also said Google is thinking about how to improve Search Console reporting for AI Mode and AI Overviews.
Clarifications from Google. We spoke to Google about this story and what Heard said. Google confirmed that Heard is not part of the Google Search team, which is likely why there is some confusion about what he meant to say.
Jonathon Heard did not say Search Console will definitely have data broken out by AI Mode or AI Overviews. All he said was Google is “looking into it.” He only spoke what hypothetically might be required to make that happen.
Jonathon Heard’s comments were not an accurate interpretation of what Google announced at Gemini. So no, Google will not be rerouting more complex queries to AI Mode.
Bypassing Google Search. With Gemini 3, Google is going to auto-route complex queries through to AI Mode automatically, Heard confirmed:
“We announced that with Gemini 3 launch on Tuesday. So this is U.S. only at the minute. But for queries that are very long and very complex and for which there is currently no good experience on traditional search to answer that question for them, we will auto-route those queries into AI Mode where Gemini 3 can produce generative UI for the answer.”
An example of such a niche query would be something like the three-way physics challenge of how different atoms interact with each other in space and their gravitational pull on each other, he said.
“So rather than a long text answer on that, Gemini 3 has built an interactive graphic so you can see how these three entities interact with each other as they move through space. And that’s a much better answer for the user than having to read 15 different websites. 
“The thing I’d say in there is that for the sources we’ve used, on the right-hand side, there’s a column of different sources that we link through to prominently. So when the user’s read that, and wants more information, we give them the authoritative high-quality sources to go and dig further into, and that’s where the publisher traffic comes from.”
Google did announce this. From a Nov. 18 blog post by Google’s Head of Search Liz Reid (Google Search with Gemini 3: Our most intelligent search yet):
“And in the coming weeks, we’re also enhancing our automatic model selection in Search with Gemini 3. This means Search will intelligently route your most challenging questions in AI Mode and AI Overviews to this frontier model.” 
But that doesn’t mean Google will redirect users from Search to AI mode. It means the system will use Gemini 3 to handle those complex queries.
Google has hinted at this before, suggesting AI Mode may become the default Google Search. Google later backtracked and said that wasn’t happening. Robby Stein of Google told us then:
“Wouldn’t read too much into this. we’re focusing on making it easy to access AI Mode for those who want it.”
Google says: Not accurate. As noted above, a Google spokesperson got back to us to clarify that Heard’s comments were not accurate. Google may use Gemini 3 for complex queries but it does not mean Google will redirect searchers from Google Search to AI Mode for complex queries.
AI Mode & AI Overview Search Console data.  Simon Schnieders, founder of Blue Array, who was moderating the panel, asked Heard whether we’d get AI data split out in Search Console in the future.
Right now, Google lumps AI Overviews and AI Mode data directly into Search Console’s overall web search data. Making it impossible to see how well a site performs within AI Mode, specifically, or in the AI Overview feature.
Heard replied that Google is “looking at it” and later explained that the only way forward, based on the changes to Google Search and the interfaces, is to provide new data. Schnieders said that he is the first Googler to have mentioned that, to which Heard replied:
“Yeah, yeah. It’s moving really, really fast. Clearly, as we experiment with this stuff, we’re also gonna have to change the reporting structure that sits underneath it. And so, you know, AI Mode is launched here, is powered by Gemini 2.5 at the minute. 
“Once we start to auto-route some of those queries. And I think that that’s then an interesting question for what we do about how we help businesses understand where the traffic is going and what the sources of those are. 
“So we are looking at it, as I said, it’s a, it’s a constant conversation. We’ve not announced anything publicly yet, but you can sort of see that the reporting structures that have existed for a while would have to adapt for the new world that we’re moving into.”
Google says: Not really. A Google spokesperson later clarified to Search Engine Land that Google may be “looking into it” but nothing is coming and he only spoke what is involved in making that happen.
Here is the video of the event:







Why we care. When Google bypasses Google Search and send people directly to Google AI Mode, that will change the searcher experience in a massive way. It will also change how searchers find your websites, content, products, and services.
Plus, Google has been avoiding talking about AI Mode and AI Overview data in Search Console since it demo’ed SGE (Search Generative Experience), the previous name for AI Overviews.
We have reached out to Google for clarification on this story and to confirm this Googler did not misspeak.  Those comments have been added to the story above.
More clicks. Heard also addressed zero-click searches, saying Google is seeing the opposite with AI search:
“And we see actually you know there’s lots of chatter about zero-click searches. We see users clicking more and more and more. Because the thing about this is they go deeper on the query they’re asking, they become more inquisitive.
As we’ve launched AI, the more the users see AI in search, the more they search. It unleashes something inherent in them about this boundless human curiosity. And we’re in year 3 of a 10-year platform shift. So you can sort of see as you extrapolate that out where our users might get to overall.”

Plus, Google's Jonathon Heard said Google is thinking about breaking AI Mode and AI Overview details in Search Console in the future.

Google Search to route complex queries to Gemini 3

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/The-future-of-remarketing-Microsoft-bets-on-impressions-not-clicks.jpg" class="attachment-large size-large wp-post-image" alt="The future of remarketing? Microsoft bets on impressions, not clicks" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/The-future-of-remarketing-Microsoft-bets-on-impressions-not-clicks.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/The-future-of-remarketing-Microsoft-bets-on-impressions-not-clicks-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/08/The-future-of-remarketing-Microsoft-bets-on-impressions-not-clicks-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Microsoft is retiring its Advertising mobile leaving the web interface as the sole way for advertisers to manage campaigns.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/The-future-of-remarketing-Microsoft-bets-on-impressions-not-clicks.jpg" class="attachment-large size-large wp-post-image" alt="The future of remarketing? Microsoft bets on impressions, not clicks" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/The-future-of-remarketing-Microsoft-bets-on-impressions-not-clicks.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/The-future-of-remarketing-Microsoft-bets-on-impressions-not-clicks-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/08/The-future-of-remarketing-Microsoft-bets-on-impressions-not-clicks-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Microsoft is alerting users that the Microsoft Advertising mobile app will be shut down in January 2026, ending mobile-based campaign management for advertisers. </p>



<p><strong>Why we care.</strong> Advertisers who rely on the mobile app for quick monitoring or urgent adjustments will need to shift workflows to the Microsoft Advertising web interface, the only remaining place to manage campaigns after the app is removed. </p>



<figure class="wp-block-image size-full"><img decoding="async" width="1280" height="720" src="https://searchengineland.com/wp-content/seloads/2025/11/microsoft-advertising-app-retiring-1.png" alt="" class="wp-image-464971" srcset="https://searchengineland.com/wp-content/seloads/2025/11/microsoft-advertising-app-retiring-1.png 1280w, https://searchengineland.com/wp-content/seloads/2025/11/microsoft-advertising-app-retiring-1-768x432.png 768w" sizes="(max-width: 1280px) 100vw, 1280px" /></figure>



<p><strong>What’s changing:</strong> The app has been removed form both the Apple App store and Google Play. It will be retired entirely in January 2026, users will lose access to campaign management through the app, and Microsoft is directing advertisers to the web UI, which supports the full feature set. No equivalent mobile tool or lightweight version has been offered.</p>



<p><strong>First seen. </strong>This update surfaced after screenshots of Microsoft’s email notice were shared by marketing specialist <a href="https://www.linkedin.com/in/ive-predovan/">Ive Predovan</a> with <a href="https://ppcnewsfeed.com/ppc-news/2025-11/microsoft-advertising-mobile-app-retiring-january-2026/">PPC News Feed</a>. </p>



<p><strong>The bottom line:</strong> If you manage Microsoft Ads from your phone, prepare to transition: the mobile app is going away, and the web interface is your only option moving forward.<br><br></p>


Microsoft is alerting users that the Microsoft Advertising mobile app will be shut down in January 2026, ending mobile-based campaign management for advertisers. 
Why we care. Advertisers who rely on the mobile app for quick monitoring or urgent adjustments will need to shift workflows to the Microsoft Advertising web interface, the only remaining place to manage campaigns after the app is removed. 




What’s changing: The app has been removed form both the Apple App store and Google Play. It will be retired entirely in January 2026, users will lose access to campaign management through the app, and Microsoft is directing advertisers to the web UI, which supports the full feature set. No equivalent mobile tool or lightweight version has been offered.
First seen. This update surfaced after screenshots of Microsoft’s email notice were shared by marketing specialist Ive Predovan with PPC News Feed. 
The bottom line: If you manage Microsoft Ads from your phone, prepare to transition: the mobile app is going away, and the web interface is your only option moving forward.

Microsoft is retiring its Advertising mobile leaving the web interface as the sole way for advertisers to manage campaigns.

Microsoft to retire its Advertising mobile app in early 2026

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/11/SEO-GEO-or-ASO-What-to-call-the-new-era-of-brand-visibility-in-AI-Research.png" class="attachment-large size-large wp-post-image" alt="SEO, GEO, or ASO? What to call the new era of brand visibility in AI [Research]" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/SEO-GEO-or-ASO-What-to-call-the-new-era-of-brand-visibility-in-AI-Research.png 1920w, https://searchengineland.com/wp-content/seloads/2025/11/SEO-GEO-or-ASO-What-to-call-the-new-era-of-brand-visibility-in-AI-Research-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/11/SEO-GEO-or-ASO-What-to-call-the-new-era-of-brand-visibility-in-AI-Research-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Survey, search, and hiring data reveal which AI-era search terms are gaining traction and how they shape brand visibility.

In June, Fractl and Search Engine Land surveyed 2,000 consumers and uncovered a startling statistic: 82% find AI-powered search more helpful than traditional search. 
While the SEO industry panicked, thought leaders and snakeoil salesmen took to LinkedIn to lay claim to this new frontier of AI-driven brand visibility:
“It’s called GEO!” 
“No, it’s AEO!”
“Oh, we use AISO! Wait, I meant LLMO now!” 
…Or, maybe, it’s just effective SEO? 
Industry banter aside, we’ve entered a world where old-school search and AI-driven discovery coexist – and the terminology isn’t trivial. 
It’s the roadmap for how brands show up across fast-growing search platforms like ChatGPT, which is forecast to hit 1 billion users by year’s end.
To bring clarity to that shifting vocabulary, Fractl partnered with Search Engine Land to map the language of this AI-search era. 
Over the past few weeks, we surveyed marketers, scraped thousands of social conversations, and analyzed job boards to understand which terms are actually gaining traction. 
The goal was simple: cut through the noise and uncover the labels shaping hiring, strategy, and brand visibility in the age of AI.
TL;DR: Marketers aren’t replacing SEO. They’re stacking new labels on it.
GEO explains the shift.
AEO and AISO describe the execution.
SEO remains the connective tissue that makes it legible across the business.
And that pattern shows up everywhere, from what people Google to what hiring managers post on Indeed. 
Let’s drill into the findings. 
1. The industry baseline: Third Door Media subscriber survey 
While large datasets are essential in studies like this, it’s equally important to fine-tune the analysis by consulting practitioners who actively follow industry news and are directly involved in the work.
To do that, we surveyed Third Door Media subscribers on two simple questions:
Which AI-related SEO terms do you recognize?
Which one do you personally use to describe optimizing brand visibility across generative AI platforms?
Right away, it became clear that some terms were far more widely recognized than others:
84% recognize generative engine optimization (GEO).
61% recognize answer engine optimization (AEO).
60% recognize artificial intelligence search engine optimization (AISEO).
Everything else slid straight into niche-term purgatory, with fewer than half of respondents recognizing them. That includes:
Artificial intelligence optimization (AIO).
Large language model optimization (LLMO).
Search experience optimization (SXO).
Large language model answer optimization (LLMAO).
Artificial intelligence search optimization (AISO). 

Now, usage tells the real story. 
When respondents were forced to pick the one term they used to describe optimizing brand visibility across generative AI platforms, we found: 
42% choose GEO.
16% choose AISEO.
14% choose SEO or AEO.

This contrast reveals a deeper tension. 
Seasoned SEOs overwhelmingly agree that effective SEO strategies fuel AI-driven brand visibility – and 84% of marketers we surveyed recognize GEO.
However, only 14% actually use SEO to describe the work they’re doing to show up across chatbots like ChatGPT and Gemini. 
To put this tension in context, Danny Goodwin, Editorial Director of Search Engine Land and SMX, told me:
“The AI era of search arrived suddenly, and the industry’s identity still hasn’t caught up. We’re in a transitional moment. GEO has emerged as the label of choice in the evolving AI search paradigm. And we are living through a historic, fundamental shift in how people get answers via generative AI and AI assistants.
“The work of SEO may be (mostly) unchanged – but let’s remember there is not 100% overlap between what worked for SEO and what works for GEO. In the meantime, SEO remains as important as ever – organic search (though it is declining for many as a performance channel) still drives significantly more traffic than AI.”
If you haven’t watched it yet, I also highly recommend Lily Ray’s MozCon talk, “GEO, AEO, LLMO: Separating Fact from Fiction & How to Win in AI Search,” in which she artistically narrates how: 
“GEO finally realizes something important: he’s not here to replace the SEO family, he’s just the newest evolution. Mother SEO reminds him how special he is: ‘You help the world discover answers in brand-new ways, through conversations, multimodal searches, personalized results, paths we never had before.’” 
The need for pieces like Ray’s and this article underscores a bigger story than emerging industry nomenclature.
It signals a paradigm fracture, an industry craving new frameworks to define AI-era discovery.
Dig deeper: The origins of SEO and what they mean for GEO and AIO
2. Google Search trends show which AI-era visibility terms are rising fast
Instead of examining raw search volume in Google Trends, we measured the quarter-over-quarter acceleration of searches to identify which terms are gaining traction as we close out 2025. 

What emerged is clear: marketers aren’t searching for abstract AI jargon.
They’re looking for language that maps directly to execution. 
Each acronym carries a “job to be done,” and the surge patterns reveal how teams are framing their AI-era visibility strategies.
Answer search optimization (ASO) is the breakout star, surging 152%.

That spike tells us practitioners are hungry for a label that ties directly to answer experiences. 
Just be sure to spell it out early, since “ASO” is still heavily associated with app store optimization, and nothing derails credibility like acronym whiplash.
GEO follows closely at 121%, signaling that generative-led discovery is widely recognized (by 84% according to our survey), and it’s continuing to gain traction outside of the SEO sphere. 
AIO is up 99%, acting as a flexible umbrella for teams exploring AI-driven operations efficiencies through agentic workflows. Think of it as the catch-all container for broader AI ops.
AISO climbed 90%, mirroring what we’re seeing in hiring language: teams want terminology that combines “AI + Search + Optimization” into something more intuitive. 
SXO rose 70%, providing a seamless fit for UX-first discovery strategies that span the SERPs and on-site experiences. 
AISEO grew 60%, another indicator of teams leaning toward longer, more literal terminology to ensure cross-functional clarity.
AEO grew 56%, a slower quarter relative to the breakout terms, but still a top contender according to our industry survey. 
While new labels spark plenty of debate, our survey and trending search data point to two clear standouts: ASO and GEO. 
Their traction may stem from their distinct use cases, with GEO aligning more with generative AI chatbots like ChatGPT, and AEO anchoring conversations around AI Overviews-style summaries.
Meanwhile, the rapid rise of AIO and AISO indicates that the industry is converging on a language that blends AI, search, and optimization into something more intuitive for non-SEO stakeholders.
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See terms.
3. The most ‘loved’ term isn’t the most ‘engaging’ term, according to social data
If Google Trends shows curiosity, LinkedIn shows culture. 
It’s where new terminology gets battle-tested, memed, debated, misunderstood, and occasionally adopted. 
To determine which labels exhibit actual affinity, we analyzed 6,400 LinkedIn posts from August to October.
While GEO still leads in awareness (84%), usage (42%), and quarter-over-quarter search interest (up 121%), the terms with the strongest positive sentiment are surprisingly literal:
SEO remains the emotional benchmark on LinkedIn, with 90.4% of posts having a positive sentiment score, compared to 85.0% on Reddit.
AISEO edges out everyone on Reddit with a 95.8% positive sentiment rate, while still earning a very strong 84.8% positive on LinkedIn.

Generative AI platforms may be reshaping how consumers search, but socially, the concepts that resonate most are still “SEO” and “SEO with AI baked in.” 
Practitioners aren’t falling in love with clever acronyms.
They’re rewarding labels that clearly signal continuity with the best practices of the discipline they already understand.
This reinforces the growing belief that digital marketers view AI search as an evolution of SEO, rather than a replacement for it. 
Then there’s AISO, which plays an interesting middle role – enjoying 90.9% positive sentiment on LinkedIn, but only 46.8% on Reddit.
This suggests that while B2B professionals are receptive to it, wider communities are more skeptical or fragmented in their use of it.
When we shift from sentiment to actual engagement, the hierarchy changes again. 
On LinkedIn, the terms that travel the farthest aren’t necessarily the most beloved – they’re the most skimmable, literal, and “post-friendly.” 
AISEO sits at the top of the engagement leaderboard with an 8.6 out of 10 score, followed closely by AEO, LLMO, and SXO.
These terms behave like reach accelerators.
They spark fast reactions and shares, making them ideal for headlines, announcements, and POV posts designed to earn surface-level visibility.
Meanwhile, AEO consistently drives deeper comment threads once a post is in the feed, and AISO pulls in hands-on practitioners providing tactical breakdowns more than splashy hooks. 
Classic SEO ranks lower in raw engagement, but regains momentum when explicitly framed as “SEO with AI” or linked to templates, workflows, or examples. 

Naturally, hot-button acronyms tend to over-index in engagement, while evergreen terms like SEO remain steady. 
Sentiment alone isn’t a verdict, but it is a useful read on cultural comfort. 
Use this chart directionally and weigh it alongside the fuller patterns we observed across search interest, usage, and hiring language.
If there’s one takeaway from the social side of the research, it’s this: SEO is still the industry’s north star, but AI SEO is emerging as the clean, “no-translation-needed” bridge between classic SEO and AI-driven discovery.
Dig deeper: AI search optimization? GEO? SEOs don’t agree on a name: Survey
4. The labor market: What hiring managers are posting on Indeed 
For the most expansive part of our study, we analyzed 33,250 U.S. job postings on Indeed, with both short-form and long-form variants of each term. 
And when you look at job postings – not LinkedIn echo chambers nor Reddit hot takes – the future of the SEO industry nomenclature snaps into focus.
Hiring managers aren’t chasing the acronym of the month. They’re defaulting to the one label that captures the full scope of AI-era discovery: AISO. 
With 11,001 active postings on Indeed, AISO now outpaces SEO, AEO, GEO, and LLMO combined. 
In other words, the labor market has already decided what this era is called.

Goodwin sees this shift as both familiar and new:
“AISO is a rebrand of classic SEO skills. Companies still want people who understand content, technical fundamentals, UX, and how to be findable when people search. Nothing about that work has suddenly changed.”
“But the job is also evolving – just as it has at various points over the past 30 years to adapt to new realities (think: algorithm updates or SERP changes) or technological advancements (think: mobile).”
“Now, you need to work with AI tools and understand how answers are generated. Optimizing for retrieval/inclusion in AI answers is not exactly the same as optimizing for ranking in traditional search.”
Three things marketing leaders should internalize immediately:
AISO is the market-ready label: It’s broad, intuitive, and now the most widely used term in job listings.
SEO remains the core headcount: Companies still hire SEO roles at scale. They’re simply layering AI capabilities on top.
GEO is a strategy, not a job: Use it for thought leadership and training, not talent search. Candidates aren’t looking for “GEO managers,” at least yet. 
Hiring managers aren’t looking for specialists in one micro-framework. 
They want people who understand how to optimize discovery across human searchers, machine summaries, AI assistants, and knowledge graphs. 
If you want applicants to find your job listing, title the role AISO or SEO (AI emphasis), describe the responsibilities using AEO/SXO, and save GEO for internal enablement and external education.
So, what should teams actually do with all this?
The SEO industry glossary is evolving because consumer search itself has splintered across SERPs, chatbots, and social platforms. 
But the fundamentals of building an effective inbound marketing strategy haven’t changed, and the SEO job market is expanding. 
SEO isn’t dead.
GEO isn’t hype.
AISO isn’t optional.
The good news is, you don’t need to pick a single acronym. You need a framework.
Use SEO to align teams, budgets, and cross-functional expectations.
Use GEO to explain the broader shift toward generative discovery.
Use AEO/AISO to operationalize how content gets surfaced in answers and summaries.
These terms aren’t replacements for SEO.
They’re scaffolding for the same work that has always driven visibility: 
Creating valuable, educational content.
Distributing it across the channels where your audience actually spends time. 
That’s what builds entity strength, brand mentions, and topical authority – the signals every search system, whether driven by ranking algorithms or semantic knowledge graphs, relies on.
As Goodwin put it:
“We’re not aligned on the terminology within our industry, which is both perfectly acceptable and completely normal in a situation like this. Don’t call it confusion – call it evolution. It may be frustrating because you can’t control what the collective eventually calls this emerging marketing practice.
“Staying aligned, to me, seems fairly simple: Decide on what you call it, clearly define it in plain English, and stick to it consistently. Avoid explaining it in ‘SEO+’ terms or as a rebrand of the same old SEO playbook. Instead, call it what it actually is: a new mode of discovery with different surfaces, expectations, opportunities, and outcomes.”
Consistently build on these effective strategies, and your brand becomes discoverable everywhere – in AI Overviews, across LLM outputs, in search results, and throughout the social feeds and communities that shape awareness, engagement, and demand.
Methodology
We surveyed 342 Third Door Media readers about the AI-related SEO terms they know and use, analyzed Google Trends data via Glimpse to measure rising search interest, and reviewed job demand on Indeed across more than 33,250 U.S. postings. 
To gauge real-time industry sentiment, we scraped over 6,400 LinkedIn posts and 3,350 Reddit threads from August to October 2025, analyzing both long-form and abbreviated versions of emerging terms using the VADER sentiment model. 
Taken together, these inputs reveal which labels marketers are actually adopting, and which ones are resonating in the broader conversation about brand visibility in the age of generative AI.

Survey, search, and hiring data reveal which AI-era search terms are gaining traction and how they shape brand visibility.

SEO, GEO, or ASO? What to call the new era of brand visibility in AI [Research]

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/11/How-amplifying-creator-content-strengthens-trust-and-lowers-media-costs.png" class="attachment-large size-large wp-post-image" alt="How amplifying creator content strengthens trust and lowers media costs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/How-amplifying-creator-content-strengthens-trust-and-lowers-media-costs.png 1920w, https://searchengineland.com/wp-content/seloads/2025/11/How-amplifying-creator-content-strengthens-trust-and-lowers-media-costs-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/11/How-amplifying-creator-content-strengthens-trust-and-lowers-media-costs-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Paid amplification makes creator content work harder by boosting trust, cutting media costs, and drawing in new partners.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/11/How-amplifying-creator-content-strengthens-trust-and-lowers-media-costs.png" class="attachment-large size-large wp-post-image" alt="How amplifying creator content strengthens trust and lowers media costs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/How-amplifying-creator-content-strengthens-trust-and-lowers-media-costs.png 1920w, https://searchengineland.com/wp-content/seloads/2025/11/How-amplifying-creator-content-strengthens-trust-and-lowers-media-costs-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/11/How-amplifying-creator-content-strengthens-trust-and-lowers-media-costs-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Brands often invest in <a href="https://searchengineland.com/guide/influencer-marketing">influencer</a> and <a href="https://searchengineland.com/guide/affiliate-marketing-for-beginners">affiliate promotions</a> but stop short of giving the content additional reach, assuming the creator’s audience is enough.</p>



<p>Using paid marketing, adding it to your site, and sharing it across your channels isn’t doing their job for them.&nbsp;</p>



<p>It’s a way to grow your company by using their brand recognition and strengthening the relationship.</p>



<p>Yes, you pay an influencer an upfront fee, a commission, or send them a product in exchange for a promotion, but that doesn’t mean the relationship stops there.&nbsp;</p>



<p>And that’s where amplification becomes a real advantage. It unlocks more value from the creator relationships you already have.</p>



<h2 class="wp-block-heading" id="h-why-amplifying-creator-content-pays-off">Why amplifying creator content pays off</h2>



<p>Before getting into the tactics, here are the reasons amplifying creator content pays off.</p>



<h3 class="wp-block-heading" id="h-trusted-validation">Trusted validation</h3>



<p>When a trusted third party verifies that your product, store, or company is legitimate, you gain credibility with anyone who recognizes or relates to them.&nbsp;</p>



<p>This is especially important in competitive industries where trust is uncertain and consumers have many options, such as jewelry or insurance.&nbsp;</p>



<p>A clear example is choosing a hotel at Disney or on a Caribbean island.&nbsp;</p>



<p>With so many choices and mixed pros and cons, something needs to break the tie.&nbsp;</p>



<p>If a trusted individual chooses your brand, that alone can influence the decision.</p>



<p>You can use this content in ads to reach a new audience, and you can test it with people on your newsletter or SMS lists who haven’t converted yet.&nbsp;</p>



<p>The same applies to remarketing.&nbsp;</p>



<p>If someone visited a page or category on your site but didn’t convert from your usual remarketing, show them a video that reviews the same product or offers a fair comparison between options.&nbsp;</p>



<p>You can say how great you are all day, but a third party validating that message may help convert that traffic.</p>



<h3 class="wp-block-heading" id="h-lower-media-costs">Lower media costs</h3>



<p>Some influencers are out of budget, but guaranteeing that their ads will reach a new, like-minded audience may help bring their price down.&nbsp;</p>



<p>You can also allow them to use their affiliate links in the amplified content so they can earn commissions.&nbsp;</p>



<p>The commissions put risk on both sides – they lower their fees, and you spend money instead of relying on commission only.&nbsp;</p>



<p>It’s a fairer approach, especially when their fees are higher than usual.</p>



<p>As the influencer starts making money, they may waive their fees if their commissions exceed them and choose to become an affiliate instead. This frees up your media budget to test new partners.&nbsp;</p>



<p>You can also opt for a hybrid deal, where you pay part of their media fee and they earn commissions to cover the rest, which opens up more budget for testing new partners and outlets.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/affiliate-networks-need-use-case-454387">The best affiliate networks by need and use case</a></em></strong></p>



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<h3 class="wp-block-heading" id="h-more-discoverable-content">More discoverable content</h3>



<p>When there’s a natural reason for people to share the content – like food that can go viral or something funny – consumers may start taking the amplified content from the ad or your website and sharing it to their personal accounts or groups. </p>



<p>If their accounts are set to public view, search engines and LLMs like ChatGPT can find these links. </p>



<p>This creates more paths back to your site and gives them more content to discover, reference, and send traffic to.</p>



<h3 class="wp-block-heading" id="h-affiliate-recruitment">Affiliate recruitment</h3>



<p>When the big or known accounts start promoting a vendor, it means there is money to be made.&nbsp;</p>



<p>By amplifying the content to an audience that likely knows them, other creators, traditional affiliates, and marketers will notice the affiliate links if you allow the creator to use affiliate links for the network.&nbsp;</p>



<p>Some will reach out asking for a “collab,” which means money up front, and others will apply to become an affiliate.</p>



<p>Having the big names builds trust for new partners.&nbsp;</p>



<p>It means they are risking their personal brands on your company, products, and services, and that goes far with other partners.&nbsp;</p>



<p>This exposure may help the new partners feel confident that your program is legit.</p>



<p>This is one of the things we encourage with our clients who are dedicated to the affiliate marketing channel.&nbsp;</p>



<p>It helps everyone win, as affiliate recruitment and affiliate activation are the two most challenging parts of the channel. </p>



<p>When ambassadors and influencers approach the client and ask for money up front, we start them as an affiliate first to keep things fair for all creators, and if it makes sense, we move them to hybrid models.&nbsp;</p>



<p>It’s less risky for you as a brand and gives the creator a foot in the door.&nbsp;</p>



<p>Not all of our clients are open to this, but those who are do see the benefits. </p>



<p>It’s easier to build a network of partners, and both parties are taking risks instead of it always being one-sided.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/affiliate-managers-shift-focus-beyond-media-427988">Affiliate managers: It’s time to shift your focus beyond media</a></em></strong></p>



<h2 class="wp-block-heading" id="h-putting-creator-amplification-into-practice">Putting creator amplification into practice</h2>



<p>Here are the approaches we use most often to extend the reach and impact of creator content.</p>



<ul class="wp-block-list">
<li>PPC ads that drive to a landing page featuring the content.</li>



<li>Running the content in advertisements as an ad for our brand on social media and YouTube.</li>



<li>Embedding the content into product pages, long-form pages, and collection or category pages.</li>



<li>Sending email blasts that either link to it, feature their name, face, and sales pitch, or land on pages that include it.</li>
</ul>



<p>There’s no shortage of options. It all depends on where the audience that resonates with them is, and whether your customers are also there.</p>



<p>Amplifying influencer and ambassador content isn’t doing their job for them. It’s smart business.&nbsp;</p>



<p>You gain the trust they bring, you can reach their audience, and you can utilize the content to help convert undecided customers.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/creator-led-content-marketing-future-of-search-428185">Why creator-led content marketing is the new standard in search</a></em></strong></p>

Brands often invest in influencer and affiliate promotions but stop short of giving the content additional reach, assuming the creator’s audience is enough.
Using paid marketing, adding it to your site, and sharing it across your channels isn’t doing their job for them. 
It’s a way to grow your company by using their brand recognition and strengthening the relationship.
Yes, you pay an influencer an upfront fee, a commission, or send them a product in exchange for a promotion, but that doesn’t mean the relationship stops there. 
And that’s where amplification becomes a real advantage. It unlocks more value from the creator relationships you already have.
Why amplifying creator content pays off
Before getting into the tactics, here are the reasons amplifying creator content pays off.
Trusted validation
When a trusted third party verifies that your product, store, or company is legitimate, you gain credibility with anyone who recognizes or relates to them. 
This is especially important in competitive industries where trust is uncertain and consumers have many options, such as jewelry or insurance. 
A clear example is choosing a hotel at Disney or on a Caribbean island. 
With so many choices and mixed pros and cons, something needs to break the tie. 
If a trusted individual chooses your brand, that alone can influence the decision.
You can use this content in ads to reach a new audience, and you can test it with people on your newsletter or SMS lists who haven’t converted yet. 
The same applies to remarketing. 
If someone visited a page or category on your site but didn’t convert from your usual remarketing, show them a video that reviews the same product or offers a fair comparison between options. 
You can say how great you are all day, but a third party validating that message may help convert that traffic.
Lower media costs
Some influencers are out of budget, but guaranteeing that their ads will reach a new, like-minded audience may help bring their price down. 
You can also allow them to use their affiliate links in the amplified content so they can earn commissions. 
The commissions put risk on both sides – they lower their fees, and you spend money instead of relying on commission only. 
It’s a fairer approach, especially when their fees are higher than usual.
As the influencer starts making money, they may waive their fees if their commissions exceed them and choose to become an affiliate instead. This frees up your media budget to test new partners. 
You can also opt for a hybrid deal, where you pay part of their media fee and they earn commissions to cover the rest, which opens up more budget for testing new partners and outlets.
Dig deeper: The best affiliate networks by need and use case
Get the newsletter search marketers rely on.
  
				
								
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See terms.
More discoverable content
When there’s a natural reason for people to share the content – like food that can go viral or something funny – consumers may start taking the amplified content from the ad or your website and sharing it to their personal accounts or groups. 
If their accounts are set to public view, search engines and LLMs like ChatGPT can find these links. 
This creates more paths back to your site and gives them more content to discover, reference, and send traffic to.
Affiliate recruitment
When the big or known accounts start promoting a vendor, it means there is money to be made. 
By amplifying the content to an audience that likely knows them, other creators, traditional affiliates, and marketers will notice the affiliate links if you allow the creator to use affiliate links for the network. 
Some will reach out asking for a “collab,” which means money up front, and others will apply to become an affiliate.
Having the big names builds trust for new partners. 
It means they are risking their personal brands on your company, products, and services, and that goes far with other partners. 
This exposure may help the new partners feel confident that your program is legit.
This is one of the things we encourage with our clients who are dedicated to the affiliate marketing channel. 
It helps everyone win, as affiliate recruitment and affiliate activation are the two most challenging parts of the channel. 
When ambassadors and influencers approach the client and ask for money up front, we start them as an affiliate first to keep things fair for all creators, and if it makes sense, we move them to hybrid models. 
It’s less risky for you as a brand and gives the creator a foot in the door. 
Not all of our clients are open to this, but those who are do see the benefits. 
It’s easier to build a network of partners, and both parties are taking risks instead of it always being one-sided.
Dig deeper: Affiliate managers: It’s time to shift your focus beyond media
Putting creator amplification into practice
Here are the approaches we use most often to extend the reach and impact of creator content.
PPC ads that drive to a landing page featuring the content.
Running the content in advertisements as an ad for our brand on social media and YouTube.
Embedding the content into product pages, long-form pages, and collection or category pages.
Sending email blasts that either link to it, feature their name, face, and sales pitch, or land on pages that include it.
There’s no shortage of options. It all depends on where the audience that resonates with them is, and whether your customers are also there.
Amplifying influencer and ambassador content isn’t doing their job for them. It’s smart business. 
You gain the trust they bring, you can reach their audience, and you can utilize the content to help convert undecided customers.
Dig deeper: Why creator-led content marketing is the new standard in search

Paid amplification makes creator content work harder by boosting trust, cutting media costs, and drawing in new partners.

How amplifying creator content strengthens trust and lowers media costs

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google Ads now lets advertisers set a default, account-level political content declaration, simplifying compliance as new transparency rules take hold.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2015/09/google-eu3-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google Ads expanded its “Political content” declaration, allowing advertisers to set a default political-ads preference at the account level — not just within individual campaigns. The feature quietly rolled out after Google introduced the <a href="https://searchengineland.com/google-to-restrict-political-ads-in-the-eu-under-new-policy-460054">campaign-level setting in August 2025</a>.</p>



<p><strong>Why we care</strong>. The shift gives advertisers a simpler, more consistent way to comply with political-ad regulations, especially as new transparency requirements — including the EU’s TTPA rules that took effect in October 2025 — continue to ramp up.</p>



<p>Instead of updating each campaign manually, advertisers can now define their political-ad intent once and apply it across the entire account.</p>



<p><strong>How it works</strong>. In campaign settings, advertisers can now choose:</p>



<ul class="wp-block-list">
<li>“I don’t intend to use this account to run political ads in the EU”</li>



<li>Or declare that their campaigns do include political content.</li>
</ul>



<p>This account-level toggle acts as the default for all future campaigns, reducing errors and compliance gaps.</p>



<p>A Spanish-language version of the UI spotted by Google Ads Specialist Victor Sellés Guillemat shows the <a href="https://www.linkedin.com/posts/victor-selles-guillemat_googleads-ppc-sem-activity-7396811991992029184-vUbP?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAJTV04Bw5M-1qqJtnImkpsEOFw9bHvfSSs">update live</a>.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1280" height="720" src="https://searchengineland.com/wp-content/seloads/2025/11/political-ads-option.png" alt="" class="wp-image-464963" srcset="https://searchengineland.com/wp-content/seloads/2025/11/political-ads-option.png 1280w, https://searchengineland.com/wp-content/seloads/2025/11/political-ads-option-768x432.png 768w" sizes="(max-width: 1280px) 100vw, 1280px" /></figure></div>


<p><strong>The big picture</strong>. Between global election cycles and new regional regulations, platforms are under growing pressure to enforce political-ad transparency at scale. Google’s latest update aims to reduce friction for compliant advertisers while ensuring regulators get clearer, more consistent disclosures.</p>



<p><strong>The bottom line</strong>. It’s a small UI tweak with real operational value: advertisers get fewer compliance headaches, and Google gets cleaner, more reliable political-ad declarations across accounts.</p>


Google Ads expanded its “Political content” declaration, allowing advertisers to set a default political-ads preference at the account level — not just within individual campaigns. The feature quietly rolled out after Google introduced the campaign-level setting in August 2025.
Why we care. The shift gives advertisers a simpler, more consistent way to comply with political-ad regulations, especially as new transparency requirements — including the EU’s TTPA rules that took effect in October 2025 — continue to ramp up.
Instead of updating each campaign manually, advertisers can now define their political-ad intent once and apply it across the entire account.
How it works. In campaign settings, advertisers can now choose:
“I don’t intend to use this account to run political ads in the EU”
Or declare that their campaigns do include political content.
This account-level toggle acts as the default for all future campaigns, reducing errors and compliance gaps.
A Spanish-language version of the UI spotted by Google Ads Specialist Victor Sellés Guillemat shows the update live.

The big picture. Between global election cycles and new regional regulations, platforms are under growing pressure to enforce political-ad transparency at scale. Google’s latest update aims to reduce friction for compliant advertisers while ensuring regulators get clearer, more consistent disclosures.
The bottom line. It’s a small UI tweak with real operational value: advertisers get fewer compliance headaches, and Google gets cleaner, more reliable political-ad declarations across accounts.

Google Ads now lets advertisers set a default, account-level political content declaration, simplifying compliance as new transparency rules take hold.

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Read the Latest Trends and Headlines in Digital Marketing.

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