Search Engine Marketing

SEO leads martech replacements, but not for the reason you think

SEO tools were the most replaced martech application in 2025 — but not for the reason you might expect. According to the 2025 MarTech Replacement Survey, SEO platforms topped the list of replaced tools for the first time, overtaking categories like marketing automation platforms (MAPs), which had led for the past five years. At first

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Why too many micro-conversions hurt PPC performance

AI-powered ad bidding systems are highly sophisticated, but conversion tracking hasn’t kept pace. Ad platforms encourage advertisers to track more actions, while many experts argue for tracking only final outcomes. Both are partly true. Neither is universally correct. In practice, both over- and under-signaling can hurt PPC performance. Too many loosely defined micro-conversions introduce noise.

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How to run Google Ads in sensitive categories without remarketing

If you’re a lawyer, college administrator, or financial services provider, you’ve likely seen the frustrating “Eligible (Limited)” status in your Google Ads account. It can feel like you’re fighting Google with one hand tied behind your back when your remarketing lists, exact match keywords, and more don’t work as intended. While it might feel like

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Building An In-House PPC Team: Why A Hybrid Model May Protect Your Ad Spend via @sejournal, @LisaRocksSEM

How CMOs should structure PPC teams to manage AI-driven campaigns, avoid blind spots, and align spend with profit, not platform metrics. The post Building An In-House PPC Team: Why A Hybrid Model May Protect Your Ad Spend appeared first on Search Engine Journal.

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‘Google Zero’ misses the real problem: Your next visitor isn’t human

Barry Adams recently published “Google Zero is a Lie” in his SEO for Google News newsletter, arguing that the narrative of Google traffic disappearing is false and dangerous. His data backs it up. Similarweb and Graphite data show only a 2.5% decline in Google traffic to top websites globally. Google still accounts for nearly 20%

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Who Owns SEO In The Enterprise? The Accountability Gap That Kills Performance via @sejournal, @billhunt

Bill Hunt explains why enterprise SEO performance improves when accountability matches authority across content, technology, and governance. The post Who Owns SEO In The Enterprise? The Accountability Gap That Kills Performance appeared first on Search Engine Journal.

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How to reduce cost-per-hire with LinkedIn recruitment campaigns

LinkedIn is one of the most powerful platforms for recruiting top-tier talent. It’s also one of the easiest places to waste budget if campaigns aren’t structured correctly. Many recruitment campaigns fail because they prioritize visibility over intent. More impressions don’t equal better hires. Broad targeting and generic messaging often lead to an influx of unqualified

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