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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AI skills: The next layer of marketing automation
Learn how to install, deploy, and brand AI skills to turn generic chatbots into your agency’s custom, scalable operating system.
Marketing artificial intelligence (AI)
OpenAI tests multi-advertiser ad placements in ChatGPT
OpenAI is testing multi-advertiser placements in ChatGPT while adding new targeting and campaign tools that expand its ad platform.
Stop treating search and video as separate teams
The strongest campaigns connect creative, media, search, and measurement into a single demand generation strategy.
Marketing measurement is breaking under its own complexity
More tools, more channels, and more data have left many marketers struggling to connect activity to outcomes.
AI agents can’t help if they can’t see your marketing data
MCP solves the infrastructure problem that kept AI agents stuck at the analysis stage. But raw access to a live ad account is a liability without the guardrails a platform like Optmyzr provides.
Why ‘it’s just SEO’ could cost the industry billions
Treating generative search as business as usual risks shrinking the very market search marketers should be expanding.
Can marketers navigate AI search’s trust cliff?
New research reveals a growing gap between how often people use AI search and how much they trust it.
Google adds AI shopping insights to Merchant Center
Google is giving retailers new AI visibility metrics in Merchant Center, offering a closer look at how products surface in conversational shopping results.
How to use B2B PR to shape what AI recommends
AI answers often surface only a handful of vendors. Learn how to improve your B2B brand’s visibility and shape how AI systems frame it.
Marketing artificial intelligence (AI)
3 things you must know to get AI-native advertising right
Conversational AI is reshaping advertising through real-time recommendations, dynamic creative, and autonomous optimization.
IAB Tech Lab tackles the growing AI bot problem
New guidance from IAB Tech Lab aims to help publishers and content owners decide how to manage AI crawlers, bots, and other non-human traffic.
The AI marketing advantage hiding in your metadata
Companies that organize and structure metadata have a major edge in AI-powered search and personalization.
B2B buyers trust AI less than marketers think
Gartner research shows buyers want AI speed, but they still turn to humans for confidence and validation.
How to make your content visible to AI buying agents
As AI agents start shortlisting vendors, structured, machine-readable content will determine which brands even get considered.
The AI search shift changing B2B marketing metrics
Website traffic is losing ground as the primary success metric while AI visibility and lead quality take center stage.
Winning the next era of local visibility: How AI is changing local search
Learn how to optimize for AI-driven discovery across Google Search, Maps, and Gemini in this exclusive webinar with SOCi and Google.
AI SEO punishes lazy marketing strategies
AI-driven search draws on broader signals, exposing gaps in fragmented campaigns and favoring brands with a consistent, cross-channel presence.
The third parties shaping your brand in AI search
AI answers are shaped by sources beyond your site. Understand which platforms matter and how to ensure your brand shows up accurately.
Marketing artificial intelligence (AI)
Microsoft updates ads platform for AI-driven discovery
Microsoft is adding tools to help brands stay visible as AI agents take a bigger role in search, shopping, and decision-making.
AI’s shortlist is the new B2B battleground
G2’s latest research shows AI chatbots are now shaping B2B vendor visibility, shortlists and even final selections.
How Google’s removal tools work for SEO and reputation management
A practitioner’s guide to deindexing, removal requests, and managing client search results.
AI search adoption splits along income lines
Higher-value audiences are adopting AI faster, fragmenting search behavior and reshaping decisions before the click.
AI content can rank, but quality still decides winners
Semrush’s study shows AI content is already competing in search, but performance still comes down to execution, not the tool.
Marketing artificial intelligence (AI)
Agentic AI discovery requires machine-readable brands
Drive better visibility and outcomes in AI search by making your brand easier for machines to interpret, connect and act on.
Why AI personalization comes with strict limits
Consumers are more willing to trade data for better recommendations, but they are very clear about what the red lines are.
Will AI end SEO?
From prompt engineering to data quality, SEO still depends on human input — even with AI's expanding capabilities.
Marketing artificial intelligence (AI)
IAB proposes new payment rules for AI content access
The IAB Tech Lab’s new protocol aims to create payment rails for AI systems using publisher content, potentially reshaping how information is valued online.
A 90-day plan to build AI-citable authority
This framework uses original data, tools and cross-channel content to drive AI citations and high-intent leads.
Why direct traffic in GA4 isn’t what it looks like
Direct traffic isn’t always intentional. In GA4, it often captures missing referrer data, untagged campaigns and AI-influenced visits.
Organic search is fundamentally disrupted. Here’s what to do about it.
With Google referrals down and LLM use rising, discoverability now depends on metrics, structure and authority — not rankings alone.
Why organic search is becoming a brand trust channel
Search is shifting from traffic acquisition to brand trust. Learn why narrative control, authority and omnipresence now define SEO success.
Revive old content to win in AI search
AEO traction may be hiding in your archive — here’s how to reformat evergreen content so AI models can quote, lift and surface it.
Why original thinking is your competitive advantage in the AI era
AI rewards original insight, proprietary data and firsthand experience over length and polish. Here’s how content strategy must evolve.
What gets B2B brands cited in genAI answers
A study of 1,000+ prompts across four AI engines reveals what drives B2B brand visibility in generative AI answers — and where common GEO advice falls short.
Advertising in AI is a trust experiment marketers can’t ignore
As AI platforms test advertising inside chat, the real risk isn’t revenue — it’s eroding the trust that makes AI useful in the first place.
Airbnb says AI chatbot traffic converts better than Google
Early signals from Airbnb suggest visitors arriving via AI assistants are more likely to book, hinting at a major shift in how high intent traffic is discovered and measured.
The competition for brand visibility has moved to AI search
High-maturity brands spend nearly twice as much on GEO as their peers. Here’s what it takes to win visibility in AI search before competitors become the default answer.
Marketing artificial intelligence (AI)
OpenAI and Google reveal competing visions for AI ads
As AI becomes the front door to discovery, Google and OpenAI are taking very different paths to embed advertising into the experience.
How affiliate marketing powers AI search and creator commerce
Affiliate marketing enables AI visibility, creator monetization and privacy-resilient attribution as brands adapt to new discovery and commerce behaviors.
For ChatGPT ads, behavior matters more than targeting
ChatGPT ads mark a shift from keyword intent to behavioral understanding, changing how relevance, creative and measurement work.