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Top 17 SEO Podcasts For 2022

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Top 17 SEO Podcasts For 2022

Podcasts are a great way to keep up with the latest events in SEO.

It’s a fast-moving space involving a wide range of activities, which is reflected in these top SEO podcasts chosen for 2022.

In addition to on-page optimization, SEO in 2022 is about content, AI, analytics, CMS, enterprise-level solutions, and avoiding burnout.

A hallmark of these podcasts is that each one will help search marketers become better at what they do.

The following 17 search marketing-related podcasts were selected because of the trustworthiness of the information and how actionable and inspiring they are for SEO professionals.

Each podcast is excellent, and the order in which they are listed is not an indication of which one is better. They are all number one.


Host: Loren Baker

The Search Engine Journal Show podcast features interviews with top experts, discussion of SEO topics, and lots of actionable SEO tips.

Host and SEJ founder Loren Baker hosts expert guests to talk everything from SEO trends and technical issues to content marketing strategy, tourism marketing, Google Search and Maps features, and unlocking the power of first-party data.

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

Hosts: Sarah McDowell and Areej AbuAli

The WTSPodcast (Women in Tech SEO) podcast aims high and delivers an engaging and useful podcast in convenient half-hour segments every Tuesday.

The shows are generally about the technical side of SEO but also touch on topics like scaling an agency, managing remote teams, how to set client expectations, and one segment with Jamie Indigo discussing ethics and disinformation.

On the technical SEO side, expect to find episodes about local SEO, keyword mapping, enterprise-level site migration, and structured data.

I asked them what the podcast audience can expect:

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

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

Host: Azeem Ahmad

Host Azeem Ahmad goes by the brand name Azeem Digital, hence the name of the podcast, Azeem Digital Asks, which is truly an SEO treasure trove for those who cannot get enough of solid SEO podcast content.

I appreciate the top-quality guests he features and especially the wide scope of topics that cover the entire spectrum of digital marketing, from SEO to social media marketing and content.

But there are also podcasts focused on building a business that are specific to the search marketing community.

These episodes focus on avoiding burnout, recruiting employees, building authority for your brand, and the benefits of strategies that consider the inclusion of all people.

Available on Apple Podcasts, Spotify, and Google Podcasts.

Host: Garrett Sussman

The Rankable podcast distinguishes itself with the next-level depth of technical SEO topics. The host, Garrett Sussman, and his guests dive deep into the technical side of SEO, especially as it relates to enterprise and ecommerce.

That level of expertise makes this podcast required listening for advanced search marketers or those looking to move up another level.

Recent topics include:

  • The Value of Google Tag Management Across Your Organization.
  • Creating an Enterprise-Level Content Strategy.
  • The Technical SEO of eCommerce.
  • Modern Audience Research for Marketers.
  • Why You Should Be Unboxing GA4 Now.

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

Host: Kelsey Jones

The StoryShout podcast is about avoiding burnout, managing one’s thought processes to better complete projects.

It does this by examining the topic of failure, which is somewhat of a taboo topic in some countries, particularly in the United States, where winning is prioritized.

The interesting proposition that StoryShout raises is that there’s a lot to learn from failure and not being afraid of it.

Like all the other podcasts listed here, Kelsey addresses achieving success but she does it from the direction of failure, and she does it in a very fun way.

Each episode consists of Kelsey interviewing people from the search marketing industry (and outside of it) who share their stories of failure.

Among the people interviewed are Casie Gillette, Dr. Pete Meyers (of Moz), Akvile DeFazio, Keith Goode, and Amalia Fowler.

I asked Kelsey what listeners can expect to take away from the podcasts:

“People can take away that failure is common, and we all aren’t great at everything.

But learning and embracing our personal and professional failures, we can better accept ourselves and others.

This helps us laugh at our mistakes and not focus too much on them.”

What’s fascinating about each episode is how each marketing expert, an objectively successful person in their domains, shares problems that are common to many people.

Then toward the end of the podcast, each describes their process for figuring out their own path forward and doing it in completely different ways.

In Season 1 Episode 14, which is titled “Casie Sucks at Thinking it Through,” Casie Gillette (@Casieg) and Kelsey talk about how putting things off takes more mental energy than actually accomplishing the task that one might be afraid of.

Speaking about putting things off, Casie laughed and shared:

“That’s actually a joke that I have with one of my work friends… Let Future Casie deal with that.”

And later on, she observes about pushing through to the end of a project:

“I’m always happy when it’s done. When you look back you think, ‘Oh yeah there was probably an easier way to do that’.”

StoryShout de-glamorizes success to show the daily struggles we all share in common.

And I guess that’s the point of the StoryShout podcast in that it “destigmatizes failure.”

Listen to StoryShout on Spotify, Apple Podcasts, Audible, Amazon, Player.fm.

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

Marketing O’Clock is a weekly podcast that focuses on discussing the last week’s most important digital marketing news, all the while maintaining a sense of humor.

If you are looking to not only stay up with current news and events, but also get a sense of the impact it all has on you and your work, then Marketing O’Clock is the show for you.

Host: Erin Sparks

Edge of the Web has improved its offerings with more variety, expanding beyond SEO news and interviews.

Recent guests have been Lily Ray, Jason Barnard, Bill Slawski, Andrew Optimisey, and Mark Traphagen.

Listeners should expect to hear solid discussion of strategies and practical tactics of digital marketing.

It offers four kinds of podcast topics:

  • EDGE News (weekly).
  • EDGE Interviews (weekly).
  • EDGEFlash: 15-minute news briefs about a single breaking news item.
  • The SCRUM: An hour-long panel discussion with multiple guests.

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

Hosts: Jim Hedger and Dave Davies

This is a regularly published podcast featuring the endlessly listenable wit and banter of Jim Hedger and Dave Davies.

Webcology gets you up to date with the latest and most interesting developments in SEO and also features guests worth listening to.

Both Jim and Dave are industry veterans with years and years of experience.

Listening to their podcast is like having a coffee break with friends.

Kalicube Tuesdays consist of over 200 podcasts on a wide range of technical and high-level digital marketing topics. It’s a perfect example of an approach to SEO that embraces the full width and depth of what is required to succeed in search marketing for 2022.

The host, Jason Barnard, features guests with deep insights like:

  • Olesia Korobka.
  • Navah Hopkins.
  • Anton Shulke.
  • Kevin Indig.
  • Fabrice Canel of Microsoft.
  • Jeff Coyle of MarketMuse.

Recent topics include:

  • Predictive SEO Using Big Data.
  • The Value of Content Engineering.
  • Risks and Rewards of AI-Generated Topics.
  • Looking at Google’s SERP as a Product.
  • Split Test SEO Experiments.
  • Live Streams as an Influencer Marketing Tool.

Kalicube Tuesdays is a higher-level SEO podcast series that is thought-provoking and rewards listeners with an understanding of what is happening on the cutting edge of SEO.

Available on Apple Podcasts and Spotify.

A fairly frequently published podcast, approximately two shows a month by Google.

It’s worth listening to because it’s created by members of Google’s Search Relations Team.

It provides a behind-the-scenes look at how decisions are made, the projects that Google Search is working on, and other topics of interest to the SEO community.

Will it make you a better search marketer?

Yes, this podcast will make you a better SEO professional.

The hosts touch on a wide variety of topics that provide insights into indexing, how sites are rendered, and even how algorithms treat brand new sites.

Host: Laura Morelli

It is a regularly published podcast that features actionable advice on the topics of:

It also presents other marketing ideas that are directly and indirectly related to SEO.

Host: Bjork Ostrom

Food Blogger SEO podcast focuses on everything to do with monetizing a website.

Even if you aren’t a food blogger, you still might get something out of this podcast.

Topics include:

  • Optimizing ads.
  • Scaling your business.
  • Protecting your content – policies and trademarks and disclaimers.
  • Running a subscription-based business.
  • Write more, better, and smarter.

Also, other topics that are equally relevant for publishers of informational content.

Host: Mordy Oberstein

A regularly published podcast covering a wide range of news and topics of interest to the search marketing community.

Topics include link building, recent updates, interviews with people like John Mueller, and actionable SEO strategies.

What I like best about these podcasts is how virtually every episode has something actionable to take back to the office.

Host: Kevin Indig

Hosted by Kevin Indig, this podcast series finds its strength in the technical side of SEO.

Kevin Indig is the director of SEO at Shopify and comes from an enterprise-level background of SEO, so it’s natural for the podcast to find a strong footing in the enterprise-level of search marketing.

Podcasts are easy to consume at about 30 minutes each and are packed full of quality information.

Recent topics include SEO Data – Forecasting and Agency Value; and Improving the Web, Schema, and the CMS Market with Yoast SEO Founder Joost de Valk.

In general, it’s important for a podcast to be frequently updated to be included in this list.

However, I’m making an exception this year for the Tech Bound SEO podcast because the quality of the podcasts are so high and useful, they deserve a listing just for that.

There are 44 podcasts to binge on at this time.

Hopefully, the pace of podcasting will become more regular in 2022 and continue to earn a place as a top SEO podcast for 2023.

Available at Apple Podcasts and Spotify.

Host: Aleyda Solis

Crawling Mondays is a YouTube video series that’s also available as a podcast.

It features top-tier guests like Bibi The Link Builder, Dana DiTomaso, Jono Alderson, and Jon Henshaw.

The podcast topics are eclectic, and because the guests are experts, the information shared is trustworthy and authoritative.

Listen with confidence.

Recent topics include:

  • How to Increase your Link Building Campaigns Outreach Emails Open Rates & Success.
  • Internal Linking Optimization: How to Optimize your Internal Links for SEO.
  • WordPress SEO: How to Optimize your WordPress Site for Organic Search.
  • Affiliate SEO: How to Develop and Optimize Affiliate Websites.

Available on Apple Podcasts, Spotify, Google Podcasts, Anchor.fm.

Hosts: Jason Davis, Jonathan Payne, Mitch Gregory

The NerdBrand podcast is a frequently published podcast that exemplifies the modern approach to online marketing in that it addresses the full range of search marketing.

The focus is on branding and advertising, but many of the podcast topics are incredibly useful to anyone who is promoting their web presence.

Recent topics include:

  • We Know What You Buy.
  • It’s Never Just a Website.
  • Proper Order of Things in Branding.
  • Mastering Authentic Marketing.
  • “I’m not here to steal your lunch money!”
  • Should Employees Represent Your Brand on Social Media?

Anyone interested in growing their brand will enjoy this podcast.

Available on Apple Podcasts, Spotify, and Google Podcasts.

Host: Daniel K. Cheung

The Make SEO Simple Again podcast is hosted by Daniel K. Cheung, an SEO consultant based in Sydney, Australia. His podcast stands out because of the high-quality guests that appear, such as members of Google’s Search Relations team and other folks popular in the search marketing community.

There are currently three seasons to binge on, plus more episodes coming in 2022. Seasons two and three are standouts and worth a listen to for all SEO junkies.

The Make SEO Simple Again podcast is available on Spotify, Apple Podcasts, and Google Podcasts.

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Featured Image: Shutterstock/fizkes




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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It’s Unlikely.

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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It's Unlikely.

I studied the correlation between rankings and content scores from four popular content optimization tools: Clearscope, Surfer, MarketMuse, and Frase. The result? Weak correlations all around.

This suggests (correlation does not necessarily imply causation!) that obsessing over your content score is unlikely to lead to significantly higher Google rankings.

Does that mean content optimization scores are pointless?

No. You just need to know how best to use them and understand their flaws.

Most tools’ content scores are based on keywords. If top-ranking pages mention keywords your page doesn’t, your score will be low. If it does, your score will be high.

While this has its obvious flaws (having more keyword mentions doesn’t always mean better topic coverage), content scores can at least give some indication of how comprehensively you’re covering the topic. This is something Google is looking for.

Google says that comprehensively covering the topic is a sign of quality contentGoogle says that comprehensively covering the topic is a sign of quality content

If your page’s score is significantly lower than the scores of competing pages, you’re probably missing important subtopics that searchers care about. Filling these “content gaps” might help improve your rankings.

However, there’s nuance to this. If competing pages score in the 80-85 range while your page scores 79, it likely isn’t worth worrying about. But if it’s 95 vs. 20 then yeah, you should probably try to cover the topic better.

Key takeaway

Don’t obsess over content scores. Use them as a barometer for topic coverage. If your score is significantly lower than competitors, you’re probably missing important subtopics and might rank higher by filling those “content gaps.”

There are at least two downsides you should be aware of when it comes to content scores.

They’re easy to cheat

Content scores tend to be largely based on how many times you use the recommended set of keywords. In some tools, you can literally copy-paste the entire list, draft nothing else, and get an almost perfect score.

Scoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draftScoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draft

This is something we aim to solve with our upcoming content optimization tool: Content Master.

I can’t reveal too much about this yet, but it has a big USP compared to most existing content optimization tools: its content score is based on topic coverage—not just keywords.

For example, it tells us that our SEO strategy template should better cover subtopics like keyword research, on-page SEO, and measuring and tracking SEO success.

Preview of our upcoming Content Master toolPreview of our upcoming Content Master tool

But, unlike other content optimization tools, lazily copying and pasting related keywords into the document won’t necessarily increase our content score. It’s smart enough to understand that keyword coverage and topic coverage are different things.

Sidenote.

This tool is still in production so the final release may look a little different.

They encourage copycat content

Content scores tell you how well you’re covering the topic based on what’s already out there. If you cover all important keywords and subtopics from the top-ranking pages and create the ultimate copycat content, you’ll score full marks.

This is a problem because quality content should bring something new to the table, not just rehash existing information. Google literally says this in their helpful content guidelines.

Google says quality content goes beyond obvious information. It needs to bring something new to the tableGoogle says quality content goes beyond obvious information. It needs to bring something new to the table

In fact, Google even filed a patent some years back to identify ‘information gain’: a measurement of the new information provided by a given article, over and above the information present in other articles on the same topic.

You can’t rely on content optimization tools or scores to create something unique. Making something that stands out from the rest of the search results will require experience, experimentation, or effort—something only humans can have/do.

Enrich common knowledge with new information and experiences in your contentEnrich common knowledge with new information and experiences in your content

Big thanks to my colleagues Si Quan and Calvinn who did the heavy lifting for this study. Nerd notes below. 😉

  • For the study, we selected 20 random keywords and pulled the top 20 ranking pages.
  • We pulled the SERPs before the March 2024 update was rolled out.
  • Some of the tools had issues pulling the top 20 pages, which we suspect was due to SERP features.
  • Clearscope didn’t give numerical scores; they opted for grades. We used ChatGPT to convert those grades into numbers.
  • Despite their increasing prominence in the SERPs, most of the tools had trouble analyzing Reddit, Quora, and YouTube. They typically gave a zero or no score for these results. If they gave no scores, we excluded them from the analysis.
  • The reason why we calculated both Spearman and Kendall correlations (and took the average) is because according to Calvinn (our Data Scientist), Spearman correlations are more sensitive and therefore more prone to being swayed by small sample size and outliers. On the other hand, the Kendall rank correlation coefficient only takes order into account. So, it is more robust for small sample sizes and less sensitive to outliers.

Final thoughts

Improving your content score is unlikely to hurt Google rankings. After all, although the correlation between scores and rankings is weak, it’s still positive. Just don’t obsess and spend hours trying to get a perfect score; scoring in the same ballpark as top-ranking pages is enough.

You also need to be aware of their downsides, most notably that they can’t help you craft unique content. That requires human creativity and effort.

Any questions or comments? Ping me on X or LinkedIn.



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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

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How To Use The Google Ads Search Terms Report

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How To Use The Google Ads Search Terms Report

One of the most essential aspects of a profitable Google Ads strategy is reaching the right people, with the right message, while they’re searching.

To do this correctly, you need to know exactly how your ads are doing and what words potential customers are using to search.

This is where the Google Ads search terms report comes in handy.

This report is a goldmine and an invaluable asset to every Google Ads account.

With insights into exact phrases being used to trigger your ads, the search terms report can help:

  • Significantly refine your keyword strategy.
  • Enhance your targeting.
  • Boost your return on investment (ROI).

Let’s get into why the Google Ads search terms report is not only helpful but essential for maximizing Google Ads profitability.

What Is The Google Ads Search Terms Report?

The search terms report is a performance tool that shows how your ad performed when triggered by actual searches on the Google Search Network.

The report shows specific terms and phrases that triggered your ad to show, which helps determine if you’re bidding on the right keywords or using the right match types.

If you find search terms that aren’t relevant for your business, you can easily add them to your negative keyword list repository.

This helps you spend your budget more effectively by ensuring your ads are only triggered for relevant, useful searches by potential customers.

Keep in mind that there is a difference between a search term and a keyword:

  • Search term: Shows the exact word or phrase a customer enters on the Google Search Network to trigger an ad.
  • Keyword: The word or phrase that Google Ads advertisers target and bid on to show their ads to customers.

How To Create A Search Terms Report

Creating a search terms report in your Google Ads account is simple, and better yet – it can be automated!

To view your search terms report, you’ll need to:

  • Log into your Google Ads account.
  • Navigate to “Campaigns” >> “Insights & reports” >> “Search terms”

Below is an example of where to navigate in your Google Ads account to find the search terms report.

Screenshot taken by author, April 2024

After running this report, there are multiple actions you can take as a marketer:

  • Add top-performing searches to corresponding ad groups as keywords.
  • Select the desired match type (e.g. broad, phrase, exact) if adding new keywords.
  • Add irrelevant search terms to a negative keyword list.

3 Ways To Use Search Terms Report Data

As mentioned above, there are numerous ways you can use the search terms report data to optimize campaign performance.

Let’s take a look at three examples of how to use this report to get the best bang for your buck.

1. Refine Existing Keyword Lists

The first area the search terms report can help with is refining existing keyword lists.

By combing through the search terms report, you can find areas of opportunities, including:

  • What searches are leading to conversions.
  • What searches are irrelevant to the product or service.
  • What searches have high impressions but low clicks.
  • How searches are being mapped to existing keywords and ad groups.

For searches leading to conversions, it likely makes sense to add those as keywords to an existing ad group or create a new ad group.

If you’re finding some searches to be irrelevant to what you’re selling, it’s best to add them as negative keywords. That prevents your ad from showing up for that search moving forward.

If some searches have a high volume of impressions, but very few clicks, these will take further consideration. If it’s a keyword worth bidding on, it may indicate that the bid strategy isn’t competitive enough – meaning you’ll have to take action on your bid strategy.

If a search term is being triggered by multiple keywords and ad groups, this is a case of cross-pollution of keywords. This can lead to lower ROI because it’s essentially having multiple keywords bid on that search term, which can drive up the cost. If this happens, you have a few options:

  • Review and update existing keyword match types as necessary.
  • Add negative keywords where appropriate at the ad group or campaign level to avoid cross-pollution.

Ultimately, using the search terms report in this way allows you to determine what is performing well and eliminate poor performers.

2. Understand How Your Audience Is Actually Searching For Your Product

Something I often see is a mismatch of how a company talks about its product or service vs. how a customer is actually searching for it in the real world.

If you’re bidding on keywords you think describe your product or service but are not getting any traction, you could be misaligning expectations.

Oftentimes, searches that lead to conversions are from terms you wouldn’t have thought to bid on without looking at the search terms report.

One of this report’s most underutilized use cases is finding lesser-known ways customers are searching for and finding your product.

Finding these types of keywords may result in the creation of a new campaign, especially if the search terms don’t fit existing ad group structures.

Building out campaigns by different search themes allows for appropriate bidding strategies for each because not all keyword values are created equal!

Understanding how a customer is describing their need for a product or service not only helps your keyword strategy but can lead to better-aligned product positioning.

This leads us to a third way the search term report can help your campaigns.

3. Optimize Ad Copy and Landing Pages

As discussed in #2, customers’ language and phrases can provide valuable insights into their needs and preferences.

Marketers can use the search terms report to better tailor ad copy, making it more relevant and appealing to prospective customers.

And let’s not forget about the corresponding landing page!

Once a user clicks on an ad, they expect to see an alignment of what they searched for and what is presented on a website.

Make sure that landing page content is updated regularly to better match the searcher’s intent.

This can result in a better user experience and an improvement in conversion rates.

How Using The Search Terms Report Can Help ROI

All three examples above are ways that the search terms report can improve campaign ROI.

How so?

Let’s take a look at each example further.

How Refining Keywords Helps ROI

Part of refining existing keywords is negating any irrelevant search terms that trigger an ad.

Having a solid negative keyword strategy gets rid of “unwanted” spending on keywords that don’t make sense.

That previously “wasted” spend then gets redirected to campaigns that regularly drive higher ROI.

Additionally, adding top-performing search terms gives you better control from a bid strategy perspective.

Being able to pull the appropriate levers and setting proper bid strategies by search theme ultimately leads to better ROI.

How Understanding Audience Intent Helps ROI

By understanding the exact language and search terms that potential customers use, marketers can update ad copy and landing pages to better match those searches.

This can increase ad relevance and Ad Rank within Google Ads.

These items help with keyword Quality Score, which can help reduce CPCs as your Quality Score increases.

More relevant ads likely lead to higher click-through rates, which leads to a higher likelihood of converting those users!

How Updating Ad Copy And Landing Pages Helps ROI

This example goes hand-in-hand with the above recommendation.

As you start to better understand the audience’s search intent, updating ad copy and landing pages to reflect their search indicates better ad relevance.

Once a user clicks on that relevant ad, they find the content of the landing page matches better to what they’re looking for.

This enhanced relevance can significantly increase the likelihood of conversion, which ultimately boosts ROI.

Use This Report To Make Data-Driven Decisions

Google Ads is an integral part of any digital marketing strategy, often accounting for a large portion of your marketing budget.

By regularly reviewing the search terms report, you can refine your marketing budget to make your Google Ads campaigns more effective.

Using this report to make data-driven decisions that fine-tune multiple facets of campaign management leads to more effective ad spending, higher conversions, and ultimately higher ROI.

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