SEO
A Guide To LinkedIn Single Image Ad Retargeting
LinkedIn has pleasantly surprised its users by steadily rolling out new features in recent years.
In April 2022, they publicly released the ability to build retargeting audiences based on individuals who engage with single image ads.
This targeting option enters the ranks of video view and lead form retargeting as one more route to reach visitors who have engaged with ads.
These audiences are currently built based on the campaign level, only including individuals who meet the targeting criteria within the campaign(s) you’ve selected to be a part of the audience.
Note that you can potentially use either standalone single image ads or sponsored content based on existing posts you’ve promoted.

There are a couple of options to go either wide or narrow with your audiences.
You can choose to include all people who engage with the ads in any way (including reactions, comments, shares, and clicks) or you can strictly limit audience building to chargeable clicks.
These would only include individuals who take the intended click action that your campaign settings are billing you for, such as clicking to a landing page, opening a lead form, or viewing a video.
You can also select a timeframe of engagement to include people in your audience.
Options include 30, 60, 90, 180, and 365 days.
You’ll likely want to think through the potential size of your target audience from the original campaign and the length of your sales cycle when deciding what duration to choose.
You could also build audiences of various lengths to stagger various future retargeting messages based on the duration of their initial engagement with your ad.
Benefits Of Engagement-Based Retargeting
You’ve likely heard the acronyms from the progression toward a cookieless web – for example, GDPR, CCPA, and ITP.
Remember FLoC?
Pixel-based retargeting audiences continue to become less reliable as mobile OS and browser restrictions decrease the ability to track users.
On the flip side, first-party platform data has become more valuable.
By expanding opportunities for in-platform engagement retargeting, LinkedIn instantly offers a way to build audiences from individuals who otherwise might not enter pixel-based retargeting.
Additionally, paid search has become more focused on audiences, with loosened match types and increased machine learning, and less on targeting very specific keywords.
Supplementing a search with paid social becomes increasingly valuable to ensure you reach your target audience across multiple channels.
Particularly for B2B advertising, LinkedIn lets you reach those individuals front and center via precise targeting when identifying keywords can sometimes be tricky for niche industries.
By strictly limiting the audience to people who have engaged with ads, you can sculpt audiences to those who meet your targeting criteria.
For instance, if your initial campaign settings limit targeting people who work for a list of companies, you know that the narrower audience of those who click your ads should only include employees of those companies.
Effectively, you’ve now built yourself a list of people associated with your prime target accounts who are also interested in your content based on their behavior.
You can also either enlarge an audience by including multiple campaigns or stick to segmenting different audiences by individual campaigns, depending on how you’d like to set up future retargeting.
Full-Funnel Campaign Approach
The priciness of LinkedIn has always made it a complex channel to justify the cost of brand awareness advertising.
However, building post engagement audiences allows for more strategic top-of-funnel advertising to grab users interested in your brand and retarget them with more offer-focused messaging.
For instance, a top-of-funnel campaign could contain sponsored content linking users to blog articles related to your industry.
You can build audiences from people engaging with those posts and then retarget lead ads offering a buyer’s guide in exchange for their contact information.
Since you’ve already warmed them up with initial content, in theory, you can preselect individuals who have expressed some level of interest in your products.
At a minimum, even if you don’t have immediate plans to build a future campaign, set up a retargeting audience anytime you set up a single image ad campaign.
You’ll then have the audience ready to go if you want to use it in the future.
Audience Exclusions
Using engagement-based audiences directly for targeting can also be useful for exclusions.
If you want to avoid oversaturating users with your ads, you can exclude people from your campaign once they’ve engaged.
Particularly when running a brand awareness/top-of-funnel play, you can ensure they don’t continue to see the same post after they’ve reacted or clicked on it.
Additionally, if you’re shifting people to a mid-funnel offer campaign such as an asset, you can avoid crossing wires by continuing to show them higher funnel content and focusing on keeping lead gen-focused messaging in their feed.
Exclude the ad engagers in the original campaign while targeting them in the lead gen-oriented campaign.
Start Targeting!
Now that you’re familiar with the ability to create single image ad retargeting audiences on LinkedIn start thinking of ways to implement it in your ad account.
Perhaps you have blog content already available that you can promote via sponsored content ads to start building audiences.
Think through the persona you want to reach; you may want to cast a wide enough net to allow cost efficiency, knowing you can narrow it down to the individuals who directly express interest.
Create your audiences, let them start building, and begin retargeting them to take additional action.
I’m excited about this feature and look forward to seeing what else LinkedIn will roll out for advertisers over time.
More resources:
Featured Image: Abel Justin/Shutterstock
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SEO
State Of Marketing Data Standards In The AI Era [Webinar]
![State Of Marketing Data Standards In The AI Era [Webinar] State Of Marketing Data Standards In The AI Era [Webinar]](https://articles.entireweb.com/wp-content/uploads/2023/12/State-Of-Marketing-Data-Standards-In-The-AI-Era-Webinar.jpg)
Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings.
Want to learn how you can mitigate privacy risks and boost ROI through data standards?
Watch this on-demand webinar and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns.
In this webinar, you will:
- Gain a better understanding of how your marketing data management compares to enterprise advertisers.
- Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs.
- Walk away with tactics and best practices that you can use to improve your marketing data now.
Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards.
Learn the key ways to level up your data strategy to pinpoint campaign success.
View the slides below or check out the full webinar for all the details.
Join Us For Our Next Webinar!
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
Join us and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year.
SEO
GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.
- OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
- The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
- Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.
SEO
96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] 96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464170_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
It’s no secret that the web is growing by millions, if not billions of pages per day.
Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes.
But how much of this content gets organic traffic from Google?
To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.
How many web pages get organic search traffic?
96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.
Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:
- ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
- Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.
That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic.
But why is this, and how can you be a part of the minority that gets organic search traffic from Google?
Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.
Reason 1: The topic has no search demand
If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.
For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] The top-ranking page for this topic gets no traffic because there's no search demand](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_468_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] The top-ranking page for this topic gets no traffic because there's no search demand](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_468_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_531_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_531_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.
Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.
You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential):
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_670_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_670_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Reason 2: The page has no backlinks
Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains get more traffic](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_94_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains get more traffic](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_94_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Same goes for the correlation between a page’s traffic and keyword rankings:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains rank for more keywords](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_324_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains rank for more keywords](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_324_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Does any of this data prove that backlinks help you rank higher in Google?
No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.
The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains get more traffic](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_573_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains get more traffic](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_573_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
… but from what I can tell, almost all of them are about low-competition topics.
For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Example of a page with traffic but no backlinks, via Ahrefs' Content Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_883_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Example of a page with traffic but no backlinks, via Ahrefs' Content Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_883_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Some of the low-difficulty keywords a page without traffic ranks for](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_388_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Some of the low-difficulty keywords a page without traffic ranks for](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_388_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
It’s the same story for this page selling upholstered headboards:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Some of the low-difficulty keywords a page without traffic ranks for](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_125_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Some of the low-difficulty keywords a page without traffic ranks for](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_125_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
You might have noticed two other things about these pages:
- Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
- Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank.
Bottom line? If you want your pages to get search traffic, you really only have two options:
- Target uncompetitive topics that you can rank for with few or no backlinks.
- Target competitive topics and build backlinks to rank.
If you want to find uncompetitive topics, try this:
- Enter a topic into Keywords Explorer
- Go to the Matching terms report
- Set the Keyword Difficulty (KD) filter to max. 20
- Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Filtering for low-competition keywords in Ahrefs' Keywords Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_37_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Filtering for low-competition keywords in Ahrefs' Keywords Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_37_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
(Remember to keep an eye on the TP column to make sure they have traffic potential.)
To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation.
Reason 3. The page doesn’t match search intent
Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages.
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] It's obviously what searchers want when they search for "best yoga mats"](https://articles.entireweb.com/wp-content/uploads/2023/12/9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] It's obviously what searchers want when they search for "best yoga mats"](https://articles.entireweb.com/wp-content/uploads/2023/12/9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
Basically, Google knows that searchers are in research mode, not buying mode.
It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Page selling yoga mats that has lots of backlinks](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_945_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Page selling yoga mats that has lots of backlinks](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_945_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Number of linking websites to the top-ranking pages for "best yoga mats"](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_703_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Number of linking websites to the top-ranking pages for "best yoga mats"](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_703_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Number of keyword rankings for the page selling yoga mats](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_1_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Number of keyword rankings for the page selling yoga mats](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_1_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.
We did this in 2018 with our free backlink checker.
It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Original landing page for our free backlink checker](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_536_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Original landing page for our free backlink checker](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_536_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
After analyzing search intent, we soon realized the issue:
People weren’t looking for a landing page, but rather a free tool they could use right away.
So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since.
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Our rankings over time for the keyword "backlink checker." You can see when we changed the page](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_302_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Our rankings over time for the keyword "backlink checker." You can see when we changed the page](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_302_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today.
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Estimated search traffic over time to our free backlink checker](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_112_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Estimated search traffic over time to our free backlink checker](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_112_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
TLDR
96.55% of pages get no organic traffic.
Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.
Ping me on Twitter if you have any questions. 🙂
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