Search marketing
MarTech is your source for search marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, the latest data to help you work smarter and make better decisions, and our enterprise SEO platforms buyer’s guide.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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4 steps to kickstart incrementality without overcomplicating it
Spot the attribution traps that distort your results, run a simple incrementality test and start investing in what truly drives growth.
Marketing artificial intelligence (AI)
Google says web traffic isn’t declining. Google Gemini and five other LLMs disagree.
Who are you going to believe, Google or six LLMs trained on every piece of data on the planet?
Winning genAI search requires structured, persona-driven content strategies
With Perplexity and OpenAI’s emerging AI browsers promising deeper personalization, brands must rethink visibility to stay ahead.
How to turn SEO wins into GEO dominance
If you’ve already invested in SEO, you’re on track for GEO. See how to surface your content in AI search results.
Why it’s time to treat AI referrals as their own channel in GA4
AI search visits are hiding in your GA4 reports. A dedicated AI channel can reveal its impact on discovery, engagement and conversions — and help optimize for it.
AI tools are rewriting the B2B buying process in real time
AI-driven buyers aren’t browsing your gated content — they’re already making decisions. Chris Penn discusses how this shift is leaving sales teams in the dark.
Why YouTube SEO requires a different strategy than blogs
Low clicks and watch time don’t always mean bad content. Often, it’s a sign your strategy doesn’t match how YouTube works.
11 ways to optimize for Google AI Mode without getting lost in the weeds
Search is increasingly shaped by AI systems that operate beyond traditional SEO. That makes brand strength — not just keyword rankings — the new priority.
When AI summarizes health data, small errors become big risks
A credible health stat didn’t hold up. This real-world example reveals how AI search can mislead and how healthcare brands can respond.
Why visibility is now the most important marketing metric
Here's how AI determines which content gets seen — and why visibility now drives brand performance.
Structured data at scale for B2B and enterprise SEO
Learn how to implement, automate, and manage structured data across thousands of enterprise pages to boost SEO performance, visibility, and rich results.
Adobe introduces LLM Optimizer to help teams improve AI search visibility
Struggling to track how AI tools surface your brand? Adobe’s new LLM Optimizer reveals visibility gaps and delivers instant, actionable fixes.
What are the important metrics to watch as organic search traffic evolves?
You likely won't find one metric to lean on as search transitions to AI-powered answers, but here are 10 to consider.
Latent semantic indexing: Why marketers don’t need to worry about it
What Is latent semantic indexing and does it matter for search engines? Understand how it differs from NLP and what semantic optimization tools to use.
Marketing artificial intelligence (AI)
Why high-consideration industries need AI optimization
Complex sales need clarity. Here's how GEO helps high-consideration brands stay influential in a landscape reshaped by AI models.
How to create personas for SEO: Aligning content with real search intent
Learn how to build SEO personas that map to real search behavior, uncover user intent, and guide content strategy for better rankings and engagement.
How AI flipped the funnel and made GTM tactics obsolete
Traditional GTM was optimized for a different era. AI search changed the medium — and core tactics fell apart. Here’s what replaces them.
How to build B2B authority in the AI search era
With AI shaping buyer research, content must earn trust at first glance. Explore how to structure, distribute and elevate content in this new landscape.
LLMs, AI Overviews may be quietly driving homepage traffic
Sitewide clicks are down, but clicks to homepages are up 10.7%. Your homepages may become even more valuable in AI search experiences.
Misinformation is exploding, and your brand is next
What you need to know to protect yourself and your company from falling prey to misinformation.
How to make your content stand out in the ocean of AI slop
AI isn't replacing writers -- it's making them more important. Expertise, point-of-view and foundational SEO techniques are still the keys to content.
Marketing artificial intelligence (AI)
GenAI is already telling your brand’s story — are you guiding it?
To succeed in AI-powered discovery, brands must rethink their content, data and strategy. This is the path to AI readiness.
CMOs brace for cuts as marketing budgets stay flat
Gartner survey finds CMOs trying to squeeze more out of their budgets by having fewer employees rely more on AI.
Marketing artificial intelligence (AI)
Google AI Overviews show on 13% of searches: Study
88% of the AI Overviews target informational queries, but the number found in commercial and navigational queries is rising.
H1 tags for marketers: 8 best practices (with examples)
Learn what an H1 tag is and why it’s important. Get best practices for writing H1 tags and fixing issues.
Marketing artificial intelligence (AI)
OpenAI adds shopping features to ChatGPT Search
The new feature is available in fashion, beauty, home goods and electronics categories.
Marketing artificial intelligence (AI)
ChatGPT with ads: ‘Free-user monetization’ coming in 2026?
OpenAI CEO Sam Altman previously said he hates ads and was concerned about products that manipulate the truth to suit advertisers.
Google search antitrust case: What the government wants
The DOJ’s proposed Google breakup targets Search, Chrome and ads to boost competition. Google says this would harm national security.
Google adtech antitrust trial: Everything you need to know
An in-depth look at the verdict, arguments and trial about Google's monopoly practices in the $200 billion digital advertising industry.
How attribution masks what’s actually driving growth
Attribution tells you what happened. Incrementality tells you if it mattered. Here’s why that difference is costing you more than you think.
Why schema markup matters for B2B
Discover how schema markup can drive visibility and trust for B2B and enterprise websites. Learn use cases, implementation tips, and SEO best practices.
How AI is changing the rules of web traffic
Web traffic is changing in ways your analytics may not reveal. Learn how AI impacts site visits, what data you’re missing and more.
Optimization and personalization
Click-through rate (CTR) in B2B: Benchmarks & how to improve
Learn what click-through rate means in B2B marketing, see CTR benchmarks by channel, and get proven strategies to improve CTR across email, ads, and SEO.
How to use GA4 events to track and measure your KPIs
Google Analytics 4 events let you zoom in on the actions that move the needle for your business. Here’s how.
9 essential tips for building a website that drives conversions
Your website can do more than inform — it can convert. These tips will turn your site into your hardest-working salesperson.
‘Share of search’ is the marketing metric you need to be tracking
Share of search tells you a whole lot about your brand with very little effort. Let's talk about it with Liam Moroney.
More consumers using genAI tools to research purchases: Adobe
Engaged consumers are using generative AI to research purchases, but do they convert?
Marketing artificial intelligence (AI)
How are marketers using ChatGPT’s Operator function?
ChatGPT's Operator does a lot of the things marketers do with ChatGPT. It just does them better.
Google is exploring ads in new AI Mode
Ads could come to Google's conversational search experience, but some advertisers are skeptical about performance.
How to influence Google’s AI Overviews
Don’t leave your brand’s narrative to chance. See how to influence Google’s AI-generated search results.