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Top 14 SEO Podcasts For 2023



Top 14 SEO Podcasts For 2023

Podcasts offer a way to explore a wide range of SEO-related topics.

Typical podcast subjects are search marketing news, strategies, career advancement, and personal growth.

SEO is constantly evolving, with new algorithms and seismic changes, such as the front-end integration of AI.

Podcasts offer the busy SEO professional an easy way to keep up with the latest news and trends and not be left behind.

The following SEO podcasts were chosen for their helpfulness, their regular publishing schedule, and their focus on helping search marketers and agencies thrive.


Host: Loren Baker

The Search Engine Journal Show covers the full spectrum of search marketing. It discusses SEO strategies and marketing tactics, exploring the future of programmatic and evolving content trends.

Top search marketing professionals worldwide share their experiences and knowledge with host Loren Baker.

Recent shows covered these topics:

If you’re new to the Search Engine Journal Show, you’re in for a treat because there are hundreds of episodes to listen to.

Listen to new episodes on Apple Podcasts, Google Play, Spotify, and TuneIn.


Hosts: Tazmin Suleman and Sarah McDowell

I’ve listened to and enjoyed the SEO Mindset podcast. Its two hosts cover topics related to SEO career development.

Recent shows spotlighted cultivating good habits and conquering bad ones, overcoming fear of failure, and a very interesting episode with Mordy Oberstein about how to push back to make good things happen at work.

This episode (Pushing Back with Mordy Oberstein) is a fine representation of how the podcast creatively handles its topics. Pushing Back is about avoiding becoming overwhelmed and how pushing back can help keep a company on track to accomplishing goals.

Hosts Tazmin and Sarah reliably publish an episode weekly, and they are looking forward to future episodes in 2023.

I asked Sarah about the origins of the podcast and what listeners should expect from it.


Sarah shared:

“Whilst there are amazing SEO podcasts out there, Tazmin and I saw that there aren’t many that just focus on soft skills, personal growth, and career development.

Yes, some touch on these topics, but we definitely saw an opportunity to create a podcast that solely focuses on giving SEO professionals actionable tips and advice, so they can optimize their careers, not just the algorithms. Cheesy tagline, but true!

We’ve already covered so many important topics that often don’t get talked about such as burnout, anxiety, imposter syndrome, work/life balance, self-belief, mindset etc., and with around 30 episodes, we’ve only scratched the surface.

There’s many more topics to be explored and spoken about.

We’re four seasons in, had amazing guests, and we’ve received great feedback from listeners saying how much they get out of episodes.

Our listeners are not all SEO professionals. As we talk about topics that are relevant to all industries, we just try and relate them back to SEO with real-life examples.


Go on and give some of our episodes a try!”

Listen to the SEO Mindset Podcast at Amazon Music, Apple, Google Podcasts, Spotify, and Pocket Casts.

Host: Shelley Walsh

SEO Pioneers is video series (with podcast coming soon) documenting the early days of SEO through the recollections of many who were there.

The guests are all pioneers who helped to shaped the industry at its formation, or contributed in a significant way.

Along the way, there are some amazing anecdotes, like when a company chairman asked Michael Bonfils to find good companies to invest in, and Michael discovered a small company called Google that nobody had heard about yet.


Michael tells the chairman to invest in Google, but then, of course, the chairman knows better, and you can probably guess what happens next.

Walsh interviews, amongst other, Ammon Johns, Greg Boser, Dave Naylor, Bruce Clay, John Mueller and Rae Hoffman, one of the sharpest and most successful affiliate marketers in the industry. Upcoming episodes include Brett Tabke, Barry Schwartz and Jill Whalen.

There’s also an episode with the late Bill Slawski which is the last interview he ever gave.

Every pioneer has a different story to tell with plenty of insights into the foundations of SEO, how search engines evolved and what is still relevant today.

In every episode the approach is for the pioneer to offer a unique story and also to get them to share something they have never shared in public before. Watch Dave Naylor for one of the best stories!

All episodes in this series are a winner and a must-listen for search marketers at every level. John Mueller even credited the show as ‘one to watch’ on Google Search News.


SEO Pioneers is currently available on YouTube and will soon be available as a podcast.

Hosts: Isaline Muelhauser and Areej AbuAli

The Women in Tech SEO Podcast (WTSPodcast) is a biweekly show spotlighting women in search.

Podcast episodes primarily cover technical SEO and personal development issues that are unique to workers in SEO.

It’s mostly about technical SEO, hence the show’s title, Women In Tech SEO Podcast.

Recent episodes discuss structured data, large website migrations, and an interesting take on site architecture.


I asked them last year what listeners can expect.

They replied:

  • “Learn new SEO tactics in a fun and accessible way.
  • Feel inspired by our guest’s stories and what empowers them.
  • Stay up to date with our latest initiatives and events.”

Technical SEO is one of my favorite topics; I appreciate the clarity they bring to it. I strongly recommend giving the podcast a listen.

Listen to Women in Tech SEO on Apple Podcasts and Spotify.

Host: Andi Jarvis

The Strategy Sessions Podcast may be most useful to those at a management level of an SEO department or an agency.

The podcast features content related to performance marketing. But a significant number of the episodes are peripheral to SEO – more about running an agency and marketing to consumers.


Guests on the Strategy Sessions podcast work or have worked at companies like the BBC, Accenture, and marketing heads at tech startups.

A recent episode titled, Rebrands, People and the Future of Marketing covered:

  • The challenges of working around client silos to launch new work.
  • Knowing when you have enough data.
  • Marketing being “more than just the wrapping paper, but about what’s inside the box too.”
  • Challenges for marketers coming into a recession.
  • Running a creative agency with an IT background.
  • The lessons from Gillette and P&G at the start of his career.
  • Building diverse teams and new thinking.

Other podcasts are about topics on how to grow an agency from 2 people to 60 people in 8 years.

Listen to new episodes at Apple, Google, and Spotify.

Hosts: Greg Finn, Jessica Budde, and Christine ‘Shep’ Zirnheld

Listen to the fresh perspectives on recent SEO and digital marketing news with the dynamic hosts of Marketing O’Clock.

Episodes in February 2023 covered news about Meta’s verification scheme, Microsoft advertising updates, AI-powered search, and whether Google is losing its mojo.


Pretty good for a podcast that started in 2018 as a way to keep clients up to date with trending SEO, PPC, and social media news.

Their podcast is released on a weekly schedule. Put it on your calendar and tune in to the latest episodes.

Listen to new episodes on Apple, Stitcher, and Spotify.

Host: Jim Hedger and Dave Davies

Webcology is a regularly published podcast covering current events in the world of SEO.

Guest hosts discuss evergreen topics like domains, conversions, link building, and everything else to do with search marketing.


Jim Hedger is a Toronto-based search marketer with over 25 years of experience working on the Internet, and Dave Davies is the owner and CEO of Beanstalk Internet Marketing with 20+ years of SEO experience.

Their wide-ranging curiosity keeps them in touch with current events; further, they can tell you where the currents of events are taking the search industry.

If you only listen to one SEO podcast a week, Webcology should be at the top of your list.

Listen to new episodes on Apple, Google Podcasts, Spotify, and RedCircle.

Host: Jason Barnard

Search marketer Jason Barnard publishes one of the most actionable SEO podcasts on the Internet.


Virtually every episode is jampacked with strategies related to search marketing. This makes his Branded Search (and Beyond) podcast a perfect listen every Tuesday.

Every episode contains evergreen content, meaning there are five years’ worth of actionable discussions to listen to.

Recent topics include:

  • Conversion-Driven SEO for Consistent Results.
  • How to Leverage Press to Build Authority on Google.
  • Building a Personal Brand Online With a Book.
  • How to Create Content That Converts.

Jason publishes a new episode every week.

Available on Apple Podcasts and Spotify.

Search Off the Record is an informal podcast by many SEO-facing Googlers.

Topics range from a behind-the-scenes look at how Google Search Central documentation is developed to a light discussion of algorithms.


Two factors make Google’s podcast notable:

  • Variety: The podcast is different from anything else focused on the business of search.
  • Authoritative source: Because it’s from Google – that’s a compelling reason to tune in.

The podcasts aren’t all related to technical SEO and don’t help one become a better search marketer.

But the podcast does help understand where Google’s coming from.

Available on Apple Podcasts, Google Podcasts, and Spotify.

Host: Bjork Ostrom

The Food Blogger Pro podcast is focused on helping food bloggers achieve greater success.

What’s interesting is that, while the focus is on food bloggers, the topics cross over to publishers in any other topic.


Recent topics demonstrate how broadly the topics apply to virtually any kind of information publishing business:

  • Building relationships and improving SEO with email marketing.
  • Understanding taxes for independent creators.
  • Transitioning from publishing an informational site to an ecommerce business.
  • Creating a paid newsletter income stream.
  • Diversifying income and growth strategies.

Listen to the podcast on Apple, Google Podcasts, and Spotify.

Host: David Bain

RankRanger publishes a podcast episode every Tuesday.

Each episode features a guest discussing a search marketing topic that’s appropriate for virtually anyone who publishes a website or practices SEO – whether that’s in-house, agency, or as an independent search marketer.

Recent topics are:

  • 5 Ways To Use Logfiles For SEO.
  • Five Tips To Optimize Your Google Business Profile.
  • How To Audit Content Like An SEO Data Analyst.
  • 3 Ways To Grow Your SEO Client Accounts.

Listen to the podcast on Apple, Spotify, SoundCloud, and YouTube.

Host: Erin Sparks


The EDGE of the Web podcast covers recent digital marketing news and presents guests who are well-known on Twitter.

Recent episodes in 2023 have featured Mark Williams-Cook (founder of topical keyword research tool, AlsoAsked) and Kevin Indig.

EDGE of the web publishes more than one episode a week, so it can be counted on for a fresh take on the news of the moment.

Available on Apple Podcasts, Google Podcasts, Spotify, and SoundCloud.

Hosts: Jason Davis, Jonathan Payne, Mikayla Meek, Mitch Gregory

The NerdBrand podcast is narrowly focused on brand-related topics that intersect with SEO both directly and indirectly.


While the podcast itself doesn’t directly touch on SEO, the topics are of great importance important to anyone who practices search marketing.

Recent topics include:

Available on Apple Podcasts, Spotify, and Google Podcasts.

Host: Daniel K. Cheung

Speaking of brands, The Make SEO Simple Again podcast has been rebranded as the #DreadingSundays Podcast.

#DreadingSundays is about the business of SEO and personal development.


I asked Daniel what he feels listeners will take away from the podcast:

You know the feeling you get on Sunday where you’re like “Oh… it’s Monday again”?

It’s probably because you don’t really want to go to work and this is the premise behind #DreadingSundays – a podcast that explores actionable tips to successfully negotiate for better pay and to prepare for job interviews.

Featuring a diverse range of guests, you’ll hear from people who look like you and sound like you so that you can feel motivated and inspired to take what is rightfully yours.”

There are currently multiple seasons to listen to that are on evergreen topics, which means there are many episodes to choose from for new listeners.

The #DreadingSundays podcast is available on Apple Podcasts, Google Podcasts, and Spotify.

2023 SEO Podcast Shows

I’m excited to see new podcasts making the list this year.


The broad scope of the podcasts reflects the many kinds of topics for professionals in the search marketing community.

More Resources:

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Reddit Post Ranks On Google In 5 Minutes




Google apparently ranks Reddit posts within minutes

Google’s Danny Sullivan disputed the assertions made in a Reddit discussion that Google is showing a preference for Reddit in the search results. But a Redditor’s example proves that it’s possible for a Reddit post to rank in the top ten of the search results within minutes and to actually improve rankings to position #2 a week later.

Discussion About Google Showing Preference To Reddit

A Redditor (gronetwork) complained that Google is sending so many visitors to Reddit that the server is struggling with the load and shared an example that proved that it can only take minutes for a Reddit post to rank in the top ten.

That post was part of a 79 post Reddit thread where many in the r/SEO subreddit were complaining about Google allegedly giving too much preference to Reddit over legit sites.

The person who did the test (gronetwork) wrote:

“…The website is already cracking (server down, double posts, comments not showing) because there are too many visitors.

…It only takes few minutes (you can test it) for a post on Reddit to appear in the top ten results of Google with keywords related to the post’s title… (while I have to wait months for an article on my site to be referenced). Do the math, the whole world is going to spam here. The loop is completed.”


Reddit Post Ranked Within Minutes

Another Redditor asked if they had tested if it takes “a few minutes” to rank in the top ten and gronetwork answered that they had tested it with a post titled, Google SGE Review.

gronetwork posted:

“Yes, I have created for example a post named “Google SGE Review” previously. After less than 5 minutes it was ranked 8th for Google SGE Review (no quotes). Just after, 6 authoritative SEO websites and’s overview page for SGE (Search Generative Experience). It is ranked third for SGE Review.”

It’s true, not only does that specific post (Google SGE Review) rank in the top 10, the post started out in position 8 and it actually improved ranking, currently listed beneath the number one result for the search query “SGE Review”.

Screenshot Of Reddit Post That Ranked Within Minutes

Anecdotes Versus Anecdotes

Okay, the above is just one anecdote. But it’s a heck of an anecdote because it proves that it’s possible for a Reddit post to rank within minutes and get stuck in the top of the search results over other possibly more authoritative websites.

hankschrader79 shared that Reddit posts outrank Toyota Tacoma forums for a phrase related to mods for that truck.


Google’s Danny Sullivan responded to that post and the entire discussion to dispute that Reddit is not always prioritized over other forums.

Danny wrote:

“Reddit is not always prioritized over other forums. [super vhs to mac adapter] I did this week, it goes Apple Support Community, MacRumors Forum and further down, there’s Reddit. I also did [kumo cloud not working setup 5ghz] recently (it’s a nightmare) and it was the Netgear community, the SmartThings Community, GreenBuildingAdvisor before Reddit. Related to that was [disable 5g airport] which has Apple Support Community above Reddit. [how to open an 8 track tape] — really, it was the YouTube videos that helped me most, but it’s the Tapeheads community that comes before Reddit.

In your example for [toyota tacoma], I don’t even get Reddit in the top results. I get Toyota, Car & Driver, Wikipedia, Toyota again, three YouTube videos from different creators (not Toyota), Edmunds, a Top Stories unit. No Reddit, which doesn’t really support the notion of always wanting to drive traffic just to Reddit.

If I guess at the more specific query you might have done, maybe [overland mods for toyota tacoma], I get a YouTube video first, then Reddit, then Tacoma World at third — not near the bottom. So yes, Reddit is higher for that query — but it’s not first. It’s also not always first. And sometimes, it’s not even showing at all.”

hankschrader79 conceded that they were generalizing when they wrote that Google always prioritized Reddit. But they also insisted that that didn’t diminish what they said is a fact that Google’s “prioritization” forum content has benefitted Reddit more than actual forums.

Why Is The Reddit Post Ranked So High?

It’s possible that Google “tested” that Reddit post in position 8 within minutes and that user interaction signals indicated to Google’s algorithms that users prefer to see that Reddit post. If that’s the case then it’s not a matter of Google showing preference to Reddit post but rather it’s users that are showing the preference and the algorithm is responding to those preferences.


Nevertheless, an argument can be made that user preferences for Reddit can be a manifestation of Familiarity Bias. Familiarity Bias is when people show a preference for things that are familiar to them. If a person is familiar with a brand because of all the advertising they were exposed to then they may show a bias for the brand products over unfamiliar brands.

Users who are familiar with Reddit may choose Reddit because they don’t know the other sites in the search results or because they have a bias that Google ranks spammy and optimized websites and feel safer reading Reddit.

Google may be picking up on those user interaction signals that indicate a preference and satisfaction with the Reddit results but those results may simply be biases and not an indication that Reddit is trustworthy and authoritative.

Is Reddit Benefiting From A Self-Reinforcing Feedback Loop?

It may very well be that Google’s decision to prioritize user generated content may have started a self-reinforcing pattern that draws users in to Reddit through the search results and because the answers seem plausible those users start to prefer Reddit results. When they’re exposed to more Reddit posts their familiarity bias kicks in and they start to show a preference for Reddit. So what could be happening is that the users and Google’s algorithm are creating a self-reinforcing feedback loop.

Is it possible that Google’s decision to show more user generated content has kicked off a cycle where more users are exposed to Reddit which then feeds back into Google’s algorithm which in turn increases Reddit visibility, regardless of lack of expertise and authoritativeness?

Featured Image by Shutterstock/Kues


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WordPress Releases A Performance Plugin For “Near-Instant Load Times”




WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).


The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”


See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.


How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress


See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

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10 Paid Search & PPC Planning Best Practices




10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.


1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.


Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.


Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:


Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.


Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 


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