A recent study analyzing Google search behaviour has revealed a significant shift in clickthrough rates (CTR) across industries, coinciding with the increasing presence of AI Overviews (AIOs) in search results. Research from Advanced Web Ranking (AWR) found that AIOs appeared in 42.51% of search results in Q4 2024, marking an 8.83 percentage point increase from the previous quarter.

Impact on Clickthrough Rates

The rise of AIOs has led to a substantial drop in CTR for informational queries. Websites ranking in the top four positions for search queries containing terms like “what,” “when,” “where,” and “how” saw a combined 7.31 percentage point decline in desktop CTR.

According to study author Dan Popa:

“This surge in AI Overviews may be impacting clickthrough rates for organic listings, as informational content is increasingly getting overrun by these AI-generated summaries.”

This trend highlights the challenge for websites relying on organic search traffic, particularly for informational content that now competes with AI-generated responses.

Industry-Specific CTR Shifts

The study indicates that SEO success is becoming more industry-dependent, with some sectors faring better than others:

• Law & Politics: Saw the highest increase in CTR for top desktop positions, gaining 7.39 percentage points, alongside a 68.66% surge in search demand.
• Science: Experienced the largest decline, with top desktop positions dropping 6.03 percentage points, while search demand decreased by 37.63%.
• Careers: Despite a massive 334.36% increase in search demand, the top three desktop positions lost a combined 4.34 percentage points in CTR.
• Shopping: The holiday season boosted search demand by 142.88%, yet CTR declined by 1.39 points on desktop and 1.96 points on mobile.
• Education: Had a mixed outcome, with top positions gaining nearly 6% in CTR, while positions 2-3 declined despite increased traffic.

Only the business and style & fashion sectors saw both increased search demand and improved CTRs, making them rare exceptions.

Desktop vs. Mobile Behavior

The report also analyzed how user behaviour differs between devices:

• Desktop CTR for informational queries declined, while mobile CTR for top-ranked sites increased by 1.81 percentage points.
• Arts & Entertainment websites saw a 1.01 percentage point drop in desktop CTR but a 2.28 percentage point gain on mobile for position one.
• Long-tail queries (four or more keywords) saw CTR declines for desktop positions 2-3, while single-word queries gained nearly two percentage points in CTR on mobile for top positions.

Key Takeaways for Website Owners

This study underscores that ranking #1 on Google no longer guarantees the same level of traffic. Several factors now influence CTR, including:

• Industry and query type: Different sectors experience varying levels of impact from AI Overviews.
• SERP features: AI-generated summaries increasingly absorb clicks that would have gone to organic results.
• Pixel depth tracking: Websites should monitor how far users must scroll to find their listings for more accurate traffic projections.

Study Methodology

AWR’s research compared CTR data from Q4 2024 to Q3 2024 across multiple markets, including the US and UK. Using AWR’s free AIO tool, researchers identified an 8.83 percentage point rise in AI Overview presence, categorizing queries by intent, length, and industry verticals to analyze user behaviour shifts.

Conclusion

With AI Overviews increasingly influencing search results, website owners must adapt their SEO strategies to remain competitive. Monitoring industry-specific trends, optimizing for mobile, and tracking pixel depth are key steps to mitigating the impact of declining clickthrough rates in an AI-dominated search landscape.

In the ever-evolving world of ecommerce, search engine optimization (SEO) plays a critical role in driving traffic and increasing conversions. One of the most effective yet often overlooked aspects of ecommerce SEO is structured data. Implementing structured data correctly can enhance search visibility, improve click-through rates (CTR), and provide a richer user experience. Let’s explore the importance of structured data in ecommerce technical SEO and how it can boost your online store’s performance.

What is Structured Data?

Structured data is a standardized format that helps search engines understand the content on your website. Using schema markup (such as JSON-LD, Microdata, or RDFa), ecommerce sites can provide detailed information about products, prices, reviews, and availability in a machine-readable format. Search engines like Google use this data to generate rich snippets—enhanced search results that display key product details directly on the search engine results page (SERP).

Why Structured Data Matters for Ecommerce SEO

Structured data plays a crucial role in improving an ecommerce website’s SEO in several ways:

1. Enhances Search Visibility

With structured data, your products can appear in rich results, such as product carousels, price listings, and star ratings. This improved visibility increases the chances of your website appearing at the top of SERPs, driving more organic traffic.

2. Boosts Click-Through Rates (CTR)

Rich snippets provide more information upfront, including images, reviews, and pricing, making your listings more attractive to potential customers. A higher CTR means more visitors and potential sales.

3. Improves User Experience

By displaying essential product details directly in search results, structured data helps users make informed decisions without clicking multiple links. This convenience can lead to higher engagement and conversions.

4. Facilitates Voice Search Optimization

As voice search continues to rise, structured data helps search engines deliver more relevant answers. Optimizing for voice search ensures your ecommerce site stays competitive in an increasingly voice-driven digital landscape.

5. Increases Eligibility for Google’s Rich Features

Google rewards well-structured data with features like Google Shopping results, knowledge graphs, and FAQ sections. These features not only boost credibility but also improve overall engagement.

Key Types of Structured Data for Ecommerce Websites

If you own an ecommerce store, implementing the right types of structured data can make a significant difference. Some essential schema markups include:

• Product Schema: Provides details such as name, brand, SKU, price, and availability.
• Review Schema: Showcases customer ratings and reviews.
• Breadcrumb Schema: Helps users navigate the website more efficiently.
• FAQ Schema: Displays frequently asked questions directly in search results.
• Organization Schema: Adds credibility by providing company details like address, logo, and social links.

How to Implement Structured Data

To add structured data to your ecommerce site, follow these steps:

1. Use Google’s Structured Data Markup Helper to generate schema code.
2. Embed JSON-LD markup within your product pages.
3. Test your implementation using Google’s Rich Results Test and Schema Markup Validator.
4. Monitor performance via Google Search Console.

Conclusion

Ready to take your ecommerce SEO to the next level? Connect us and start integrating structured data today and watch your organic performance soar!

Structured data is a game-changer in ecommerce technical SEO. By helping search engines better understand and present your content, it enhances visibility, increases CTR, and improves user experience. Implementing structured data on your ecommerce website is no longer optional—it’s a necessity for staying ahead in today’s competitive online marketplace.

Achieving higher rankings on search engines requires a structured approach that focuses on content optimization, technical improvements, and link building. A well-executed 6 month SEO plan helps businesses gain organic traffic, improve search rankings, and enhance online visibility.

This blog outlines a step-by-step 6 month SEO plan to ensure your website ranks higher on search engines like Google.

6 Month SEO Plan Breakdown

Month	Key SEO Activities
Month 1: Website Analysis & Keyword Research	Conduct website analysis, perform competitor research, identify high-ranking keywords, and set optimized meta titles & descriptions.
Month 2: On-Page Optimization & Off-Page SEO	Optimize all pages’ meta titles & descriptions, track webpage performance, and start link building & guest blogging.
Month 3: Blogging & Referring Domains	Use blogging strategies to drive traffic and focus on increasing referring domains to boost website authority.
Month 4: Performance Tracking & Adjustments	Monitor website and keyword performance via Google Analytics & Search Console, making necessary optimizations.
Month 5: Engagement & Conversion Optimization	Analyze bounce rate, user engagement, and conversion rates. Identify weak areas and refine content based on real-time data.
Month 6: Content Expansion & Authority Building	Implement advanced SEO techniques, enhance content quality, and create sustainable rankings.

Month 1: Website Analysis & Keyword Research

The first month of the 6 month SEO plan focuses on analyzing website performance and researching high-ranking keywords.

• Conduct a website audit to identify technical issues like broken links, duplicate content, and page speed problems.
• Analyze competitors’ strategies to find content gaps and ranking opportunities.
• Perform keyword research using Google Keyword Planner, Ahrefs, or SEMrush to target relevant, high-traffic keywords.
• Set optimized meta titles & descriptions based on keyword research to improve on-page SEO.

Month 2: On-Page Optimization & Off-Page SEO

In the second month, focus on optimizing all pages and beginning off-page SEO activities.

• Optimize meta titles & descriptions across all website pages for better search engine visibility.
• Track webpage performance using Google Search Console and make adjustments as needed.
• Start link-building activities like guest blogging, directory submissions, and outreach for high-quality backlinks.
• Focus on brand awareness by promoting content on social media and forums.

Month 3: Blogging & Referring Domains

To drive more organic traffic, the third month of the 6 month SEO plan emphasizes content marketing and authority building.

• Create and publish SEO-optimized blog posts targeting long-tail keywords.
• Use internal linking to connect relevant blog posts and improve site structure.
• Increase referring domains by acquiring high-quality backlinks from authoritative sources.
• Collaborate with influencers or industry experts for guest posting and link exchanges.

Month 4: Performance Tracking & Adjustments

By the fourth month, it’s essential to analyze performance and fine-tune the strategy.

• Use Google Analytics & Search Console to track website and keyword performance.
• Identify pages with low engagement and optimize them with better content and keywords.
• Make necessary changes to content structure, internal linking, and metadata based on performance data.
• Improve user experience (UX) by ensuring fast loading speeds and mobile responsiveness.

Month 5: Engagement & Conversion Optimization

The fifth month is about enhancing user engagement, reducing bounce rates, and boosting conversions.

• Analyze bounce rate, engagement, and conversion rates to identify weak areas.
• Refine content and layout to improve user retention and readability.
• Update outdated content to maintain relevance and freshness.
• Optimize CTAs (Call-to-Actions) for higher conversion rates.

Month 6: Content Expansion & Authority Building

The final month of the 6 month SEO plan focuses on scaling content efforts and strengthening brand authority for long-term organic growth.

• Develop an advanced content strategy by creating pillar pages, topic clusters, and evergreen content.

• Pillar Pages:
  • Create comprehensive, long-form content.
  • Link related articles for strong internal linking.
  • Target high-traffic keywords.
• Topic Clusters:
  • Cover subtopics related to pillar pages.
  • Interlink cluster content for better SEO.
  • Use structured data for improved visibility.
• Launch a content repurposing plan—convert blogs into infographics, videos, and podcasts for wider audience reach.
• Leverage AI and automation tools for keyword tracking, content generation, and user experience improvements.
• Implement local SEO strategies by optimizing Google My Business, building citations, and encouraging customer reviews.
• Optimize for E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) by improving author bios, adding credible sources, and enhancing website security.

Conclusion

A well-structured 6-month SEO plan is essential for sustainable website growth, improved search rankings, and higher organic traffic. By focusing on keyword research, on-page and off-page SEO, content optimization, and performance tracking, your website can achieve long-term visibility. Stay consistent, analyse results, and refine strategies to maintain success. Start implementing this plan today and watch your website thrive in search engine rankings! Connect with us to get a customized webpage ranking plan as per your website requirements.

Introduction to AI in Marketing

The marketing landscape is undergoing a seismic shift, driven by the rapid advancements in artificial intelligence. As brands seek innovative ways to capture consumer attention, AI has emerged as a game-changer. Among its many applications, Generative Engine Optimization (GEO) stands out as a revolutionary approach that promises to redefine how marketers connect with their audiences. This powerful technology harnesses the capabilities of AI to create personalized content and optimize strategies like never before.

Imagine tailoring your messaging on an individual level or predicting trends before they even emerge. That’s what GEO brings to the table—a blend of creativity and data-driven insights that can elevate any marketing campaign. The rise of AI isn’t just a trend; it’s becoming essential for businesses aiming to thrive in today’s digital realm. Let’s delve into this fascinating world and uncover how generative engine optimization is shaping the future of marketing.

Understanding Generative Engine Optimization (GEO)

Generative Engine Optimization (GEO) is an innovative approach that merges artificial intelligence with marketing strategies. It focuses on creating content tailored to specific audiences, leveraging data analysis and machine learning.

GEO utilizes algorithms to generate engaging text, images, or even videos. This enables brands to produce diverse content quickly and efficiently. By understanding user preferences through patterns in data, GEO personalizes experiences in real-time.

GEO enhances SEO efforts by optimizing the created content for search engines. It ensures that the right keywords are seamlessly integrated without sacrificing quality or relevance. This fine-tuning helps businesses reach their target audience more effectively.

As AI technology continues to evolve, so does the potential of generative engine optimization. Marketers can harness its capabilities to stay ahead of trends and maintain competitive advantages in a crowded digital landscape.

The Benefits of Using GEO

Generative Engine Optimization (GEO) offers a multitude of benefits for marketers looking to enhance their strategies. One significant advantage is the ability to create personalized content at scale. GEO can analyze user data and preferences, generating tailored messages that resonate with specific audiences.

Another benefit lies in its efficiency. By automating content creation processes, businesses save valuable time and resources. This allows teams to focus on more strategic initiatives rather than getting bogged down with repetitive tasks.

Moreover, GEO enhances creativity by providing unique ideas and concepts based on current market trends. Marketers can leverage these insights to stay ahead of competitors while delivering fresh content regularly.

Additionally, GEO improves SEO performance through optimized keywords and phrases derived from user behaviour analysis. This means higher visibility in search engines, driving organic traffic effortlessly over time.

Future Predictions for AI and GEO in Marketing

The future of AI in marketing is bright, especially with the rise of generative engine optimization. As technology advances, we can expect GEO to evolve significantly. Brands will harness its power to create hyper-personalized content tailored to individual preferences.

Imagine algorithms that analyse consumer behaviour in real time, delivering targeted messages when they’re most receptive. This level of precision could redefine customer engagement strategies.

Moreover, as AI becomes more sophisticated, it may even predict trends before they happen. Marketers could stay ahead by adjusting campaigns on-the-fly based on emerging data insights.

Additionally, ethical considerations around data usage and transparency will shape how companies implement these technologies. Balancing innovation with consumer trust will be crucial for success in this new landscape.

As businesses embrace automation and machine learning tools, creativity won’t be sidelined; rather, it will flourish alongside technological advancements. The synergy between human intuition and AI capabilities promises exciting possibilities for the marketing world ahead.

How Marketers Can Prepare for the Rise of AI

As the marketing landscape evolves, adapting to AI and generative engine optimization becomes crucial. Marketers should start by familiarizing themselves with AI technologies that can enhance their strategies.

Investing in tools that harness GEO will be vital for staying relevant. These tools can analyze consumer behaviour, predict trends, and create personalized content at an unprecedented scale. Understanding how these systems work allows marketers to leverage them effectively.

Education is another key aspect. Workshops, online courses, or webinars focused on AI applications in marketing can provide valuable insights into how best to utilize generative engine optimization techniques.

Collaboration with tech teams also plays a significant role. Building partnerships between marketing professionals and data scientists fosters innovation and ensures campaigns are data-driven.

Experimentation should not be overlooked either. Trying out new ideas using GEO can lead to unexpected breakthroughs. Small-scale tests allow marketers to measure effectiveness before fully rolling out larger campaigns.

Keeping abreast of industry trends via blogs, podcasts, or networking events helps maintain knowledge about evolving technologies like generative engine optimization which could further influence the future of marketing strategies.

By taking proactive steps now, marketers position themselves favourably as they navigate this exciting era shaped by AI advancements.

Building a natural backlink profile is crucial for long-term SEO success. Search engines like Google prioritize websites with diverse, high-quality backlinks, treating them as credibility and authority. However, it’s important to focus on acquiring a variety of natural links that reflect organic interest in your content, rather than using spammy. Below is a detailed guide on what types of links you should build to create a natural backlink profile.

1. Editorial Backlinks

Editorial backlinks are the gold standard for a natural backlink profile. These are links earned when other websites organically reference your content because they find it valuable or insightful.

• How to Earn Them:
  • Create high-quality, informative content such as blog posts, research studies, and infographics that people want to read.
  • Use data-driven insights that others can refer to in their own content.
• Why They Are Valuable:
  • Editorial backlinks come naturally when your content is authoritative and credible.
  • They are often linked from high-domain-authority websites, boosting your SEO.

2. Guest Post Links

Guest posting allows you to build backlinks by contributing content to other websites. This can help you reach a wider audience while also earning a backlink to your website.

• How to Earn Them:
  • Identify reputable blogs in your niche that accept guest posts.
  • Create high-quality, original content tailored to their audience, with a natural, non-promotional link back to your site.
• Why They Are Valuable:
  • When done on relevant, authoritative websites, guest posts can significantly boost your domain authority.
  • They introduce your brand to a new audience, driving traffic in addition to link value.

3. Niche Directory Links

Niche directories are directories specific to your industry or topic. They help users find resources or services within a particular niche, and many of them offer do-follow links, which pass authority.

• How to Earn Them:
  • Research directories relevant to your industry.
  • Submit your website to reputable directories. Avoid low-quality or spammy directories, as these can harm your SEO.
• Why They Are Valuable:
  • High-quality directories provide valuable contextual backlinks within your industry.
  • They help build a diverse backlink profile without appearing manipulative.

4. Social Media Links

Although social media links are often no-follow, they still play an important role in driving traffic and creating natural link-building opportunities. They are signals of authority that indirectly help your SEO.

• How to Earn Them:
  • Share your content on social platforms like Facebook, Twitter, LinkedIn, and Pinterest.
  • Encourage your audience to share your content, creating more natural links.
  • Engage with influencers and communities on social platforms that might share your content.
• Why They Are Valuable:
  • Social media links drive traffic to your website, which can lead to more natural backlinks from other sites.
  • Although they may not directly pass SEO authority, they increase brand visibility and engagement.

5. Broken Link Building

Broken link building involves finding broken links on other websites and suggesting your content as a replacement. This helps both parties: the site owner fixes a broken link, and you earn a backlink.

• How to Earn Them:
  • Use tools like Ahrefs or Screaming Frog to identify broken links on relevant websites.
  • Contact the site owner, informing them of the broken link and suggesting your own content as a replacement.
• Why They Are Valuable:
  • This method provides a win-win scenario and is considered highly ethical.
  • The replacement link is highly relevant, improving both SEO value and user experience.

6. Contextual Links

Contextual links are links that are placed within the body of a blog post or article, naturally fitting into the flow of the content. These are often seen as more valuable than links in footers or sidebars because they are within relevant content.

• How to Earn Them:
  • Create content that others in your niche will find helpful and want to reference.
  • Build relationships with bloggers and industry experts who may link to your content naturally within their posts.
• Why They Are Valuable:
  • Contextual links tend to have higher SEO value because they are placed within relevant, high-quality content.
  • They appear more natural and are often viewed as editorially earned.

7. Testimonial Links

Offering a testimonial or review for a product or service you’ve used can earn you a backlink from the company’s website. Many companies feature testimonials on their site with a link to the author’s website.

• How to Earn Them:
  • Reach out to companies whose products or services you’ve genuinely used.
  • Offer a detailed, honest testimonial and ask if they would consider linking back to your website.
• Why They Are Valuable:
  • Testimonial links are a great way to get a link from a reputable website without appearing spammy.
  • They help build relationships with companies in your industry.

8. Local Business Citations

If you have a local business, getting listed in local directories and earning backlinks through citations is crucial. These include mentions of your business’s name, address, and phone number (NAP) along with a link to your site.

• How to Earn Them:
  • Submit your business information to high-quality, trusted directories such as Yelp, Google My Business, and industry-specific local directories.
  • Ensure your NAP information is consistent across all platforms.
• Why They Are Valuable:
  • Local citations help improve your local SEO, boosting your site’s visibility in geographically related searches.
  • They create a diverse link profile, especially important for local businesses.

9. Infographic and Visual Content Links

Infographics and other visual content like charts, diagrams, and videos can attract a lot of backlinks, as people love to share visual content in their blogs and articles.

• How to Earn Them:
  • Create visually appealing and informative infographics or charts relevant to your niche.
  • Submit these to infographic-sharing websites, and reach out to blogs that may want to use them in their content.
• Why They Are Valuable:
  • Infographics can be shared widely, creating multiple backlinks from various sites.
  • They offer value to users and are often linked to by high-authority websites.

Conclusion

Building a natural backlink profile is all about earning links that reflect genuine engagement with your content. By focusing on a diverse range of link types from editorial backlinks to guest posts, niche directories, and even broken link building, you can create a robust, organic link profile that not only boosts your search rankings but also enhances your website’s authority and credibility. Remember, the goal is not to manipulate search engines but to create content that naturally attracts links.

Google Merchant Center is essential for e-commerce businesses looking to showcase their products in Google Shopping ads. However, success doesn’t just depend on uploading a product feed—optimizing it is the key to achieving better visibility and boosting sales. In this blog post, we’ll guide you through the best practices for optimizing your Google Merchant Center product feed to get better results.

1. Ensure Accurate and Complete Product Data

Your product feed’s data accuracy is crucial for Google to display your products effectively. Double-check all product attributes, such as:

• Title: Use clear and concise titles with relevant keywords (e.g., brand, product type, and important features).
• Description: Provide detailed and compelling descriptions that highlight key features and benefits. Include target keywords naturally.
• Price: Ensure prices match your website listings, including any discounts or promotions.
• Availability: Accurately reflect stock levels to prevent errors and ensure a smooth customer experience.

2. Optimize Product Titles with Keywords

Product titles are one of the most important fields Google uses to match searches with listings. A well-optimized title should:

• Include important details first: Use the brand name, product type, and key features early in the title.
• Be keyword-rich: Research relevant keywords and include them naturally.
• Stay within character limits: Keep titles concise (150-character limit), with the first 70 characters being the most critical.

Example of an optimized product title:
“Apple iPhone 13 Pro Max – 256GB, Silver, Unlocked – 6.7-Inch Display”

3. Leverage High-Quality Images

Images are the first visual cue that draws users to your product. Ensure that your product images:

• Are high-resolution and professionally shot to highlight the product’s best features.
• Meet Google’s image requirements, such as no watermarks, logos, or promotional text.
• Show multiple angles if possible to give users a full understanding of the product.

4. Use Detailed Product Categories and Attributes

Assigning your products to the correct Google product category is critical for reaching the right audience. Choose the most specific category possible to improve visibility in relevant searches. Additionally, fill in optional attributes such as:

• Size, color, and material to help Google match your products with user searches more accurately.
• Custom labels to segment products for seasonal sales, promotions, or special campaigns.

5. Implement Structured Data Markup on Your Website

Structured data markup helps Google understand the content on your website. This can enhance your product feed by allowing Google to pull more detailed and accurate information, including product reviews, price changes, and stock status.

• Schema markup (product, offer, review) improves product indexing.
• Keep it updated regularly for accuracy and better alignment with your Merchant Center feed.

6. Regularly Review Feed Errors and Warnings

Google Merchant Center provides feedback in the form of errors, warnings, and disapprovals. Regularly checking and fixing these issues ensures your products are displayed without disruptions.

• Fix disapproved items immediately to avoid losing visibility.
• Use the diagnostics tool to identify common issues like mismatched pricing or incomplete product information.

7. Optimize for Mobile Users

Since most shoppers now browse on mobile devices, optimizing your product feed for mobile is a must:

• Ensure mobile-friendly images and titles that look good on smaller screens.
• Use clear and short descriptions that convey the main points quickly.
• Ensure fast load times on product pages to reduce bounce rates.

8. Take Advantage of Promotions and Sale Price Annotations

Google allows you to display promotional offers directly in your Shopping ads, making them stand out. You can:

• Add promotional feeds with special discounts, codes, or offers.
• Use sale price annotations to show the difference between regular price and the sale price.

This tactic encourages clicks and increases conversions, especially during holiday seasons or clearance sales.

9. Utilize Google’s Feed Rules for Automation

Google’s Feed Rules feature allows you to modify and clean your product data without changing the source file. Use this feature to:

• Automatically fix common errors like missing fields or incorrect data formatting.
• Create rules for dynamic updates, such as automatically applying price discounts or updating availability status.

10. Monitor Performance and Make Data-Driven Adjustments

Optimization is an ongoing process, and monitoring the performance of your product feed is crucial. Use Google Merchant Center reports and Google Analytics to track:

• Impressions, clicks, and conversions for each product.
• Top-performing products and underperformers—adjust product titles, descriptions, or images accordingly.
• Search query reports to find new keywords to incorporate into product titles and descriptions.

Conclusion:

Optimizing your Google Merchant Center product feed is not a one-time task but an ongoing process that requires constant attention to detail. By following these best practices—such as improving product data accuracy, refining titles with keywords, and utilizing promotions—you can improve your product visibility, click-through rates, and ultimately, conversions. Keep testing, monitoring, and refining to stay ahead of the competition.