Gen Z isn’t just reshaping shopping – they’re redefining how brands earn their attention. Unlike older generations who discovered products through TV, magazines, or word-of-mouth, today’s teens navigate a digital-first world where social media drives discovery.

They crave engaging content but aren’t easily convinced. Instead, they take a practical, research-driven approach, weighing price, quality, and social proof before making a purchase. Traditional advertising alone won’t win them over – they trust what feels real, transparent, and relevant.

Two recent surveys of teens, ages 13 to 19, reveal the key forces shaping Gen Z’s shopping habits and what they signal about the next generation of consumers.

1. Social Media Drives Discovery

For Gen Z, shopping starts on social media. More than half of teens (51%) say they’re most likely to discover something they want to buy on a social platform. By comparison, traditional channels—like TV ads (8%) and in-store browsing (23%)—have taken a backseat.

When it comes to discovering new brands, products, services, or experiences, TikTok leads the way (57%), followed by Instagram (49%) and YouTube (46%). Pinterest and Snapchat also play a role, especially for female teens.

And while 42% of teens use TikTok Shop, many still prefer to buy through links in posts or head directly to e-commerce sites (see Insight 4).

2. Authentic Ads Get Attention

Teens don’t mind ads—as long as they feel real and relevant. The most effective ones show products in action, with 31% of teens saying this makes them stop scrolling. Music (28%) and humor (26%) also help grab their attention.

Traditional tactics, however, are losing their edge. Only 18% of teens are swayed by celebrity endorsements, and even Super Bowl ads don’t stick—68% strongly and 43% somewhat agree they don’t remember them a week later. Meanwhile, 66% say they’re more likely to buy something they saw on TikTok than from a big-budget TV campaign.

What works best? Ads that feel native to the platform. Gen Z engages with content they can interact with—not just passively watch. (For more on what makes or breaks an ad with teens, check out Cringey or Cool? What Teens Really Think About Trendiness in Ads)

3. Gen Z Researches Most Every Purchase

Despite their reputation for short attention spans, Gen Z takes a thoughtful approach to shopping. When they spot something they like on social media, most teens dig deeper—75% read comments, 74% visit the brand’s website, and 72% check product reviews before making a purchase.

No single source dictates their decisions, but reviews carry the most weight, whether on a brand’s website (39%) or in social media comments (35%). Recommendations from friends (31%) and family (28%) also play a role, while influencers (17%) and celebrity endorsements (14%) have less sway.

Gen Z is also selective about sharing personal information. While discounts are the biggest incentive (55%), most won’t opt-in to being contacted via email or text unless the deal is worth it. Even after signing up, email engagement is hit or miss—some use discounts immediately (26%), others save them (30%), and many forget about them entirely (23%).

4. Price and Quality Win Over Brand Loyalty

For Gen Z, price is the top priority. Nearly half (43%) want to see it upfront in an ad, followed closely by quality (41%) and product details (36%).

When it comes to shopping, their habits are fluid. TikTok and Instagram drive discovery, but only 28% use in-app checkout. Instead, 32% prefer tapping product links in non-sponsored posts, while 27% engage with shoppable ads. And when asked to pick just one place to shop, Amazon is the clear favorite.

Gen Z is also strategic about spending. Many will add extra items to their cart just to qualify for free shipping rather than paying for it outright.

As for payment, 39% use credit or debit cards, 33% rely on mobile payments like CashApp and Apple Pay, and 25% have parents cover the bill. To streamline checkout, many teens create shopping lists with product links for quick parental approval.

5. Gen Alpha Will Demand Even More Frictionless Shopping

The differences between younger Gen Z (ages 13-14) and older Gen Z (ages 17-18) offer hints about how Gen Alpha may shop in the future. Interestingly, more 17- and 18-year-olds (23%) report not using any in-app shopping features compared to 13- and 14-year-olds (17%). If looked at directionally, this could indicate that Gen Alpha will enter their teen years with an already-established comfort with social commerce.

Final Takeaway

Gen Z isn’t just shaping the future of shopping – they’re raising the bar for brand trust. They expect brands to:

• Be where they scroll – on TikTok, Instagram, and YouTube.
• Prove their value upfront – through price transparency, product demos, and real customer reviews.
• Engage in real conversations – not just ads, but authentic interactions through comments, DMs, and social proof.
• Prioritize authenticity over marketing gimmicks – trust is built over time, not through one-off campaigns.
• Make shopping effortless – without sacrificing transparency or control.

To connect with Gen Z, brands need to rethink not just how they market but also how they research. Traditional tactics won’t cut it, and outdated research won’t reveal what truly drives their decisions.

Our custom survey builder helps you reach Gen Z where they are – digitally, authentically, and in real time. Get the insights you need.

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A new Journal of Marketing study finds that ALN is effective—but only under specific conditions. Some businesses experience significant increases in sales, while others see little to no impact. The key factors determining success include the nature of the sales cycle, deal complexity, and whether the customer is new or returning.

We uncover a critical insight: ALN enhances lead interactions and improves the quality of sales conversations, but it does not guarantee higher conversion rates across all industries. ALN works best when used for new leads, short sales cycles, and lower-value deals. However, its benefits decline in high-ticket purchases or industries where buyers conduct extensive independent research.

ALN works best when used for new leads, short sales cycles, and lower-value deals. However, its benefits decline in high-ticket purchases or industries where buyers conduct extensive independent research.

This distinction has major implications for businesses investing in ALN. Many companies measure ALN success using vanity metrics—email opens, click-through rates, and engagement levels—without assessing whether those interactions lead to actual sales. Our findings suggest that firms should rethink how they evaluate automation success and shift their focus to measuring ALN’s impact on meaningful outcomes like sales meetings and conversions.

When ALN Works—and When It Doesn’t

For companies selling relatively simple products or services with shorter sales cycles, ALN can be a powerful tool. By delivering targeted content at the right time, ALN reduces uncertainty for potential buyers and ensures that sales teams engage with more informed prospects. Our research finds that in such cases, ALN can lead to a 23 percentage point increase in conversion rates.

However, for industries with long and complex sales cycles, such as B2B enterprise software or industrial equipment, ALN’s impact is less clear. In these cases, buyers rely on detailed research, peer recommendations, and in-depth consultations rather than automated content. ALN may increase engagement but does not necessarily lead to more closed deals.

Returning customers also respond differently to ALN compared to first-time buyers. Since they already have a relationship with the brand, they are less likely to need automated content to guide their purchase decision. This means companies must differentiate how they nurture new versus existing leads, rather than applying a one-size-fits-all approach.

Are Businesses Measuring the Wrong Metrics?

One of the biggest mistakes we observe is companies focusing too much on engagement metrics rather than true business outcomes. Many firms evaluate ALN success on the basis of email opens, website visits, or social media interactions. Although these indicators suggest interest, they do not necessarily translate into revenue.

Our research suggests that businesses should measure ALN effectiveness by tracking:

• Lead-to-sales meeting conversion rates (Does ALN drive actual conversations between buyers and sales teams?)
• Sales cycle speed (Does ALN shorten the time it takes to close a deal?)
• Revenue impact (Does ALN increase the number of closed deals and overall profitability?)

Shifting to these meaningful metrics will help businesses make informed decisions about ALN’s true value.

How Companies Can Use ALN Strategically

We find that ALN works best as an enhancement—not a replacement—for human sales interactions. Companies that rely too heavily on automation risk alienating high-value prospects who expect personalized, consultative selling. Instead of viewing ALN as a standalone solution, businesses should:

• Segment their leads and tailor ALN for different customer groups (e.g., new vs. returning buyers).
• Use ALN to complement human interactions, rather than replace them, particularly for complex sales.
• Refine ALN strategies over time by tracking real business outcomes rather than engagement metrics.

For marketing leaders, the takeaway is clear: ALN can be a powerful tool, but only if it is applied strategically. Businesses should test its impact before fully committing, ensuring that automation aligns with their sales process rather than relying on industry hype.

Source: Johannes Habel, Nathaniel Hartmann, Phillip Wiseman, Michael Ahearne, and Shashank Vaid, “Sales Pipeline Technology: Automated Lead Nurturing,” Journal of Marketing.

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The post Does Automated Lead Nurturing Really Work? A New Study Challenges the Hype appeared first on American Marketing Association.

Amid increasing competition and rising acquisition costs, it’s essential to acquire new customers and ensure you’re getting the right ones in the door. After all, only active, engaged customers will sustain your business for years to come.  

Our latest playbook offers a framework for acquiring new and repeat customers who reward your brand with their business again and again. In this playbook, you’ll learn how to:

• Pinpoint your ideal customer
• Devise your acquisition strategy
• Determine your most effective channels
• Improve activation and long-term value 
• Experiment with key acquisition drivers 

Start driving better business outcomes today with tested methods for identifying, reaching, and acquiring your ideal customers.

The post Mastering Customer Acquisition Strategy appeared first on American Marketing Association.

Salesforce Marketing Cloud or HubSpot Marketing Hub—which is a better fit for your business? We analyzed over 850 software ratings and reviews for Salesforce Marketing Cloud and Hubspot Marketing Hub to help you determine if one of these tools could be a good fit for you.   

Whether you’re interested in understanding which tool is easier to use or offers more value – we’ve got you covered in this guide. 

Download this free report, and you’ll get:

• Honest feedback from people who have used these tools.
• Reviews from users who have scored the products on value, ease of use, and more.
• A side-by-side comparison of each product’s ratings, including number of reviews.

The post Ratings Compared: Salesforce Marketing Cloud vs Hubspot Marketing Hub appeared first on American Marketing Association.

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Our research team explores the nuances of these partnerships and uncovers critical insights for improving their effectiveness. We find that the way brands manage these collaborations—often through excessive control and reliance on short-term metrics—creates imbalances that undermine trust, content quality, and overall outcomes.

The Dynamics of Sponsored Content

Sponsored content operates in a unique space where brands, influencers, and audiences converge. While influencers offer authenticity and audience trust, brands often prioritize reach and sales metrics. This mismatch of goals can lead to friction.

Our study reveals that brands frequently attempt to script influencer content or impose stringent controls on messaging. While this approach aims to ensure alignment with brand objectives, it often devalues the creative expertise that makes influencers effective. This not only damages the influencers’ relationships with their audience but also reduces the perceived authenticity of the partnership.

Power Imbalances in Partnerships

We find that these collaborations often favor brands, leaving influencers with little agency. For example:

• Influencers are pressured to prioritize metrics like reach or sales, which can shift their focus away from creating engaging, authentic content.
• In response, some influencers resort to acquiring fake followers or engagement to meet brand expectations, which in turn triggers surveillance and distrust from brands.

This cycle of control and distrust weakens partnerships, ultimately harming both parties’ reputations and outcomes.

The Risks of Short-Term Thinking

Short-term metrics, such as immediate sales or engagement rates, dominate many influencer–brand partnerships. While these metrics are easy to measure, they often miss the broader value that influencers bring—such as long-term brand loyalty, deeper audience engagement, and organic reach.

Brands that focus solely on short-term results risk undermining the authenticity of their campaigns and alienating audiences.

Recommendations for Brands and Influencers

For Brands:

• Respect Creative Independence: Recognize that influencers have their own unique voices and audiences. Avoid over-scripting or pressuring influencers to change their tone, which can jeopardize their authenticity and effectiveness.
• Focus on Long-Term Metrics: Shift away from a narrow focus on reach and sales. Instead, prioritize metrics that reflect long-term impact, such as audience loyalty or sentiment.
• Build Trust: Reduce hierarchical dynamics in partnerships. Collaborate with influencers as equal partners, acknowledging their expertise and audience insights.

For Influencers:

• Professionalize Business Practices: Invest in skills or outsource management tasks to handle the business side of partnerships more effectively, freeing up time for creative work.
• Collaborate with Peers: Engage in collective action to address power imbalances and advocate for fairer terms in partnerships.

The insights from this study extend beyond influencer marketing. We argue that similar challenges arise in other emerging markets involving complex, “epistemic” objects—products or services that are not fully understood by their creators or consumers. Examples include NFTs, the Metaverse, and generative AI. In these contexts, valuation and production often involve ambiguities that lead to imbalanced relationships among stakeholders.

Brands and creators working in these spaces can benefit from more calibrated valuation models and efforts to flatten hierarchies, fostering trust and mutual understanding. Influencer–brand partnerships are here to stay, but their potential remains underutilized. Brands and influencers must move beyond short-term metrics and hierarchical relationships to unlock the true value of these collaborations. By fostering trust, respecting creative independence, and focusing on long-term impact, both parties can create campaigns that resonate deeply with audiences while achieving meaningful results.

Source: Zeynep Arsel, Maria Carolina Zanette, and Carolina da Rocha Melo, “Sponsored Content as an Epistemic Market Object: How Platformization of Brand–Creator Partnerships Disrupts Valuation, Coproduction, and the Relationship Between Market Actors,” Journal of Marketing.

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Amid evolving privacy laws, new mailbox provider requirements, shifting consumer behaviors, and evolving technology, deliverability is tougher than ever. 

Validity’s latest report reveals why global inbox placement declined in 2024 and what marketers must do to stay ahead. 

Look inside for insights on: 

• Inbox and spam placement rates globally and by region 
• Industry-specific performance benchmarks 
• What to know about deliverability at different mailbox providers 
• AI’s unintended consequences on email deliverability 
• Actionable steps to improve deliverability today 

About Validity: 

For over 20 years, tens of thousands of organizations throughout the world have relied on Validity solutions to target, contact, engage, and keep customers – using trustworthy data as a key advantage. The Validity flagship products – Everest, Sender Certification, BriteVerify, MailCharts , DemandTools and GridBuddy Connect – are all highly rated solutions for CRM data management, email address verification, inbox deliverability and avoiding the spam folder, and grid CRM applications. These solutions deliver smarter campaigns, more qualified leads, more productive sales, and ultimately faster growth. For more information, visit Validity.com and connect with us on LinkedIn and X. 

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Marketers often look to position products in ways that resonate with both the personal and professional lives of consumers. But is this strategy effective? In a recent Journal of Marketing Research study, “Testing Work-Life Theory in Marketing: Evidence from Field Experiments on Social Media,” authors Nita Umashankar, Dhruv Grewal, Abhijit Guha, and Timothy R. Bohling offer cutting-edge insights into this question. The study provides a comprehensive perspective on the effectiveness and pitfalls of “work–life positioning” in marketing campaigns.

Through rigorous field experiments on social media, this research challenges a prevailing assumption in marketing that products can effectively address multiple needs simultaneously without unintended consequences. The authors explore whether highlighting the work–life interface in marketing communications drives consumer engagement. The study reveals that while work–life messaging can enhance interest in simpler products (e.g., personal care, daily planners, apparel), it often backfires for resource-demanding ones (e.g., education, cosmetic surgery, travel, computers).

Why Does this Strategy Backfire?

While combining work–life elements in marketing may seem like a “win–win” approach, consumers may view this messaging as a reminder of the conflicting demands of their lives, triggering stress and reducing interest in the product. According to the study authors, “this is the first time we’ve realized that bringing personal life and professional life together in product messaging is very risky.”

For practitioners, this highlights the importance of avoiding overgeneralized “win–win” positioning for products that address resource-intensive aspects of consumers’ lives. It’s important for marketers to consider the intricate and ever-evolving nature of consumer psychology.

While combining work–life elements in marketing may seem like a “win–win” approach, consumers may view this messaging as a reminder of the conflicting demands of their lives, triggering stress and reducing interest in the product.

The findings also have broader societal and organizational implications. The research provides a deeply personal and compelling perspective on work–life balance, particularly its significance for women navigating professional and personal responsibilities. Study author Nita Umashankar points to the reality of many women leaving the workforce during childbearing years, not because they lack ambition or capability but because workplace policies often fail to offer the flexibility they need to balance these dual roles. Nita emphasizes the importance of adaptive marketing strategies that accommodate consumers’ diverse life stages and challenges.

It was our pleasure to interview Nita, who shared how her own journey of motherhood transformed her professional outlook and helped her to work smarter, prioritize her activities better, and increase her output. She said that these lessons were universal, transcending the specifics of parenting into the general contexts where the personal and professional domains meet.

Q: Since the current study relies on social media ad clicks as a key measure of consumer interest, how can businesses account for platform-based biases (e.g., Facebook vs. LinkedIn) when designing and interpreting the effectiveness of work-life ads?

A: The two platforms attract different types of consumers or cater to different consumer mindsets while using the app. Therefore, based on the target consumer’s demographics and mindset (whether they are using the platform to socialize for fun [Facebook] or to network for work [LinkedIn]), businesses can emphasize or downplay work–life elements accordingly.

Q: The research classified products as “resource-demanding” and “resource-undemanding.” How can brands tailor resource-demanding product messaging to align with diverse consumer lifestyles and incomes?

A: Brands should avoid messaging that highlights the work–life interface, as it may evoke perceptions of work–life conflict. This is particularly relevant for consumers who experience work–life conflicts regularly, such as working mothers or executives.

Q: How can businesses use insights about work–life conflict to refine their targeting strategies and improve resonance with high-conflict segments?

A: Businesses naturally tend to position products for busy consumers to meet multiple needs, such as those related to work and personal life. However, this approach may be triggering for these consumers. Therefore, depending on the product, we recommend emphasizing either work or personal life, but not necessarily both.

Q: What additional metrics could help businesses better understand consumer engagement beyond ad clicks, such as the time spent viewing or deeper interactions?

A: Our findings extend beyond digital advertising to product positioning in general. Metrics such as time spent on ads, engagement rates, and qualitative feedback can provide deeper insights into consumer interests and preferences.

Q: What ethical guidelines can help businesses responsibly use work–life messaging without inadvertently amplifying stress or conflict among their customers?

A: If our findings suggested that signaling work–life conflict led to increased ad clicks, it would present an ethical dilemma. However, our results indicate that priming the work–life interface is unwise if it is perceived as conflict rather than enrichment, as this reduces product interest. Therefore, this approach is both a smart business decision and an ethical one.

Q: As highlighted in the paper, consumers often navigate the complexities of the work-life interface. How did you identify the need to explore the effects of work–life positioning strategies on consumer behavior and ad effectiveness? Additionally, what motivated you to pursue this fascinating and impactful research area?

A: The idea emerged while teaching in the MBA program, where I observed students managing both professional and personal domains. The program emphasized personal growth alongside professional development. This research is very close to my heart. We began working on this paper shortly after I had my first child and continued through my second pregnancy and beyond, so work–life conflict and work–life enrichment played a significant role in my life.

Source: Nita Umashankar, Dhruv Grewal, Abhijit Guha, and Timothy R. Bohling (2024), “Testing Work–Life Theory in Marketing: Evidence from Field Experiments on Social Media,” Journal of Marketing Research, 61 (2), 307–29. doi:10.1177/00222437231152894

Go to the Journal of Marketing Research

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SEO (Search Engine Optimization) is the process of optimizing your website to rank higher on search engines like Google, making it easier for customers to find you when they search for products, services, or information.

Search engines use complex algorithms to determine which pages appear at the top of search results. While these formulas are closely guarded, SEO experts have reverse-engineered key ranking factors over time to develop best practices that help businesses improve their visibility.

The right SEO strategy is about getting found by the right people at the right time. 

This guide will break down how to do that in the most effective way possible.

Why Is Search Engine Marketing Important For Businesses?

Search engines are the starting point for most online experiences. Every second, thousands of users search for products, services, and information, creating an ever-growing opportunity for businesses to connect with potential customers.

Digging a little deeper into the data, it becomes clear that marketing SEO is an exceptionally powerful tool. 

Here are some statistics to prove to you that SEO marketing is a game changer you can’t afford to ignore:

• Google processes over 8.5 billion searches every day.
• Mobile, a subset of the SEO market, is expected to grow at a 10.0% CAGR by 2030.
• For every dollar spent on SEO, businesses earn an average of over $22.
• 58 percent of online searches come from mobile devices.
• Google will garner over 70% of US traditional search ad spending in 2026, which is 10 times the size of Microsoft’s share. 
• 39% of global traffic to eCommerce websites originates from search engines.
• Search intent: 52.65% of Google searches are informational, 32.15% are navigational, 14.51% are commercial, and 0.69% are transactional.
• On average, 69% of clicks go to the first 5 organic search results for any keyword.

Taken as a whole, search engines represent a massive pipeline of potential customers for marketing purposes. 

Furthermore, SEO marketing strategies tend to have a much higher conversion rate than traditional marketing or advertising endeavors. 

Therefore, organizations that disregard search engine marketing do so at their own peril.

Who should use SEO marketing?

SEO is not just for big corporations. Any business or individual with an online presence can benefit from ranking higher in search results. 

Businesses – Local and global brands need SEO to increase visibility, attract customers, and stay ahead of competitors.
eCommerce stores – Since 39% of online shopping traffic comes from search engines, ranking higher directly impacts sales.
Bloggers & content creators – SEO helps drive organic traffic, build authority, and monetize content.
Marketing agencies – Offering SEO services is a must for agencies looking to generate results for clients.

If your audience is searching for what you offer, SEO should be part of your strategy.

How SEO Has Evolved Over the Years

SEO has come a long way from the early days of keyword stuffing and manipulative tactics. Search engines have continuously refined their algorithms to prioritize user experience, relevance, and intent.

Here’s how it has evolved:

Early SEO (1990s – Early 2000s): Websites could rank by stuffing pages with keywords, using invisible text, and building spammy backlinks. Search engines focused more on keyword frequency than content quality.

Algorithm shifts (Mid-2000s – 2010s): Google rolled out major updates like Panda, Penguin, and Hummingbird, penalizing low-quality content, unnatural link-building, and keyword stuffing. This marked a shift toward content relevance and link quality.

Modern SEO (2020s – Today): Search engines now prioritize user intent, mobile experience, and website authority. AI-driven algorithms like RankBrain and BERT analyze content for context, natural language, and true relevance rather than just keywords.

What This Means for You: Successful SEO today isn’t about gaming the system—it’s about providing real value to users through high-quality content, fast-loading pages, and a seamless user experience.

Understanding How Search Engines Work?

To succeed in SEO, you first need to understand how search engines operate. Google, Bing, and other search engines use complex algorithms to find, organize, and rank content—determining what users see when they search.

Search engines follow a three-step process to deliver results:

1. Crawling: Search engines scan the internet using bots (called “spiders” or “crawlers”) to discover new and updated content.
2. Indexing: Once crawled, pages are stored in a massive database (index), where search engines analyze their content, keywords, and structure.
3. Ranking: When a user searches, the search engine retrieves the most relevant pages based on hundreds of ranking factors, such as content quality, backlinks, and user experience.

Understanding this process helps marketers optimize their websites to ensure search engines can find, index, and rank their pages effectively.

SEO vs. SEM: Key differences

SEO and SEM (Search Engine Marketing) are both about increasing visibility in search engines, but they work differently. SEO focuses on organic rankings, while SEM includes paid advertising (PPC).

Which One Should You Use?
The best approach depends on your goals. SEO is ideal for long-term growth and cost-effective traffic, while SEM is great for quick wins and high-intent searches. Many businesses use both for a well-rounded strategy.

The Three Pillars of SEO

SEO success isn’t built on one tactic alone. To rank higher, attract quality traffic, and drive conversions, your strategy must be built on three core pillars: 

• On-Page SEO
• Off-Page SEO
• Technical SEO

Each plays a unique role in making your site search-friendly, credible, and optimized for user experience.

On-Page SEO: Optimizing What’s On Your Website

On-page SEO is all about optimizing your website’s content and structure so search engines can understand it—and users find it valuable. 

Organizations have a high degree of control over the elements of on-page SEO, making it relatively straightforward to optimize these factors and improve search rankings.

Several important aspects of on-page SEO include:

• Content
• Keywords
• HTML
• Architecture

1. Content optimization

Search engine marketing is highly dependent upon the production of good content on a regular basis. 

From this standpoint, content must satisfy a need, generally by supplying information or answering a question. 

At the end of the day, content needs to be useful to rank highly in search results, whether that content appears in text, audio, or video format.

Here are some tips to help you optimize content and rank better: 

Tip 1: Align content with search intent

Search engines rank pages based on what users are looking for, not just keywords. Match your content to the intent behind the search:

• Informational: Answer questions (e.g., “What is SEO?”).
• Navigational: Help users find a site (e.g., “Nike homepage”).
• Transactional: Target purchase-ready users (e.g., “Buy running shoes online”).
• Commercial: Assist with buying decisions (e.g., “Best SEO tools for small businesses”).

If your content doesn’t match search intent, it won’t rank well.

Tip 2: Follow Google’s E-E-A-T principles

Google prioritizes content that is accurate, credible, and trustworthy using Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Improve this by:

• Showcasing author credentials.
• Citing reputable sources.
• Using well-researched, original content.

This helps build trust with both search engines and users.

Tip 3: Use clear headings (H1, H2, H3)

Proper heading structure improves readability and SEO.

• H1: Main title (e.g., “The Ultimate Guide to SEO”).
• H2: Key sections (e.g., “What is SEO?”).
• H3: Subsections (e.g., “Types of SEO Strategies”).

Headings make content easier to scan and help search engines understand its structure.

Tip 4: Break up long text blocks

Large paragraphs hurt engagement. Keep readers interested by:

• Using bullet points for key takeaways.
• Adding visuals, infographics, or videos.
• Writing short paragraphs (2-3 sentences max).

This keeps users on your page longer, improving rankings.

Tip 5: Keep content fresh

Google favors recent, relevant content. Update existing pages by:

• Refreshing old stats with newer data.
• Expanding sections with more insights.
• Fixing broken links and outdated references.

Regular updates help maintain rankings over time.

Pro Tip: Google prefers long-form, in-depth content (1,500+ words) for competitive topics—but only if it provides real value.

2. Keyword research & targeting

Keywords refer to the subject or topic of a content piece that is the basis of a search query. Keyword research and selection are closely tied to content production and fundamental to SEO marketing efforts.

To maximize search engine marketing, organizations should select appropriate keywords, both in terms of search frequency and competitiveness.

From a frequency standpoint, organizations should leverage a keyword research tool to evaluate how often users search for particular terms. Even if a particular keyword is highly relevant to business products or services, it is unlikely to be an effective tool if no one is searching for it. 

Consequently, while choosing a popular keyword is essential to marketing SEO, it is also vital to assess the competition for popular keywords. 

If there are many other companies already using a keyword — particularly well-established organizations with a high degree of online gravity — it can be difficult to break through into the top search results. 

When the landscape is this crowded, it can be a good idea to evaluate related keywords that have less competition.

3. HTML & metadata optimization

Optimization of specific HTML elements can help improve the search rankings of a website or page. In this sense, the way HTML pages are tagged, described, and labeled indicates a level of quality to search engines. 

Taking the time to clean up and maintain HTML elements can have a great impact on digital marketing efforts.

Of particular note, the following HTML elements tend to come into play from a marketing SEO standpoint:

Title tag

The title tag serves as a description of a page, appearing in search results and the user’s browser tab. 

The title tag should include the target keyword and provide an enticing reason to click on the link in the search results. Keep it under 60 characters for better visibility.

Meta description

The meta description appears below the title tag in search results, providing a general breakdown of the page in question. 

Typically limited to 160 characters, this description can deliver additional information that convinces a user to click through to the content.

URL

The URL is the digital address of a webpage that is unique from all other pages. 

To rank highly in search results, the URL should include the target keyword and indicate the site hierarchy. 

If this information does not appear clearly in the URL, it can have a negative impact on search rankings.

Keep them short, descriptive, and keyword-rich (e.g., yourdomain.com/seo-marketing).

Alt text

Alt text refers to the description of an image that was traditionally used to relay information to users with visual disabilities. 

In addition to describing an image, alt text can also include target keywords to help improve search rankings.

Headings

Headings help divide a content piece into separate sections, functioning similarly to an outline. 

There are usually six levels of headings in HTML content, with the “H1” heading referring to the title. 

By dividing content into digestible pieces and labeling each one with an appropriate heading, it can improve SEO marketing efforts.

Schema markup (structured data)

Search engines rely on structured data to better understand and categorize content. 

Adding schema markup can enhance your search result appearance with rich snippets, such as star ratings, FAQs, and event details, making your listing more clickable.

4. Website architecture and SEO

The structure of a website plays a crucial role in on-page SEO. While users may not notice it directly, a well-optimized website architecture improves search engine crawling, page speed, and user experience—all of which impact rankings.

Here are four key architectural factors that affect SEO:

Site map: Helping search engines crawl your website

Search engines use automated bots to crawl and index web pages, determining how they should rank. A well-organized site map acts as a blueprint, making it easier for search engines to find and understand all pages on your site.

Best practice: Use XML sitemaps and submit them to Google Search Console to ensure all your important pages are indexed.

Loading speed: The need for fast-loading pages

Slow websites frustrate users and hurt rankings. Google prioritizes sites that load quickly, as faster pages improve user experience and reduce bounce rates.

Best practice: Compress images, enable browser caching, and use a Content Delivery Network (CDN) to improve page speed.

Mobile-friendliness: Optimizing for mobile SEO

With 58% of searches coming from mobile devices, Google prioritizes mobile-optimized websites. Sites that don’t offer a responsive, smooth experience on smaller screens are penalized in rankings.

Best practice: Use responsive design, optimize images for mobile, and ensure all content is easy to navigate on a phone or tablet.

Website security: HTTPS and SEO credibility

Search engines avoid ranking unsecured websites because they pose risks to users. A lack of HTTPS security signals an unsafe environment, leading to lower rankings and decreased trust.

Best practice: Secure your site with an SSL certificate to encrypt user data and gain credibility with both Google and visitors.

A well-structured, fast, mobile-friendly, and secure website is not just good for users—it’s essential for SEO success.

Internal linking and content structure: Strengthening SEO with a hub-and-spoke model

A strong internal linking structure improves search rankings by making it easier for Google to understand content relationships.

Best practice: Create one main service page or collection page that serves as the central hub. Write supporting blog articles that explore subtopics related to that page, and internally link these blogs to the main service/collection page, reinforcing its authority. 

Link back from the service page to supporting blogs to create a seamless navigation structure.

Off-Page SEO Optimization

While on-page SEO focuses on optimizing content, off-page SEO strengthens a website’s authority, credibility, and trust in the eyes of search engines. 

It does this through backlinks, brand mentions, and social engagement, which act as signals of trust and relevance.

Search engines evaluate these external factors to determine a site’s reputation. The more high-quality references a site has, the more trustworthy it appears, increasing its chances of ranking higher. 

Websites with strong off-page SEO stand out because they have a well-established presence across multiple channels.

To build a strong off-page SEO strategy, businesses need to focus on key areas like link building, domain authority, social signals, and local SEO. 

1. Backlink strategy & link building

Backlinks remain one of the strongest ranking factors in SEO. They act as endorsements from other websites, signaling to search engines that your content is valuable. 

However, not all backlinks are equal—links from high-authority, relevant websites carry far more weight than low-quality or spammy links.

Here are some best practices for link building:

• Focus on quality over quantity. A single backlink from a reputable website is more valuable than dozens of low-quality links.
• Use varied and natural anchor text to avoid appearing manipulative.
• Earn backlinks through guest blogging, expert roundups, and digital PR.
• Create link-worthy content such as ultimate guides, research reports, and original data studies.
• Monitor competitor backlinks and identify opportunities to earn links from the same sources.

Pro tip: Don’t just aim for backlinks—aim for evergreen backlinks. Seek links from pages that get consistent traffic instead of pages that will lose relevance over time. 

For example, a backlink from a well-maintained industry report or research study will bring value for years, whereas a link from a time-sensitive news article may lose impact quickly.

2. Domain authority & trustworthiness

Domain authority is an indicator of how much trust a website has built over time. The stronger the domain authority, the more likely a site is to rank well in competitive search results. Search engines assess authority based on a mix of backlinks, brand presence, and overall site credibility.

Here are some best practices to improve domain authority:

• Earn mentions from authoritative websites through PR efforts and expert contributions.
• Encourage branded searches by increasing awareness through consistent content marketing.
• Optimize for customer reviews, as positive ratings improve trust signals.
• Maintain a strong presence in industry-specific directories and relevant business listings.
• Consistently publish high-value content that naturally attracts backlinks.

Pro tip: Many websites mention brands without linking to them. Use brand monitoring tools to find these unlinked mentions and request a backlink—since they already referenced you, they’re more likely to comply.

3. Social signals & SEO

Although social media engagement is not a direct ranking factor, it indirectly impacts SEO by driving traffic and brand awareness. Content that performs well on social media is more likely to be shared, linked to, and cited by authoritative sources, which strengthens overall search visibility.

Here are some best practices for social SEO:

• Share content on platforms where your audience is active to maximize engagement.
• Repurpose blog content into social-friendly formats like videos, infographics, and carousels.
• Engage with industry communities on Reddit, Quora, and niche forums to establish authority.
• Encourage audience interaction by responding to comments and questions.
• Promote evergreen content regularly to increase its lifespan and reach.

Pro tip: Post when your audience is most active. Analyzing engagement patterns and publishing at peak times increases visibility, boosts engagement, and improves your chances of earning backlinks.

4. Local SEO & citations

For businesses that rely on local customers, local SEO is essential. Search engines prioritize businesses with strong local relevance, and having consistent information across directories helps improve rankings in location-based searches.

Here are some best practices for local SEO:

• Fully optimize your Google Business Profile with accurate contact details, services, and images.
• Encourage satisfied customers to leave positive reviews on local listing platforms.
• Ensure consistency in name, address, and phone number across all business directories.
• Use location-based keywords in content, titles, and meta descriptions to improve visibility in local searches.
• Participate in local community events and sponsorships to earn mentions from reputable local websites.

Pro tip: Don’t just rely on general business directories. Getting listed in industry-specific directories can boost credibility, improve local rankings, and attract higher-intent customers who are actively searching for your services.

By focusing on off-page SEO, businesses can strengthen their digital reputation, improve rankings, and drive long-term organic traffic. 

Unlike paid advertising, which stops working the moment you pause your budget, a strong off-page SEO strategy builds lasting authority that compounds over time.

Technical SEO: Optimizing the Foundation of Your Website

Technical SEO ensures that search engines can crawl, index, and rank your site efficiently. 

Even the best content and backlinks won’t help if your website has slow loading times, broken links, mobile issues, or security vulnerabilities. 

Optimizing these technical elements ensures a smooth user experience and improves search rankings.

1. Fixing broken internal links

Internal links help search engines navigate your website and distribute authority between pages. However, broken links create dead ends that disrupt user experience and hinder SEO. A website with too many broken links signals poor maintenance, which search engines may penalize.

Here are some best practices for fixing broken internal links:

• Regularly audit your site to identify and repair broken links.
• Update outdated links that point to removed or changed pages.
• Use 301 redirects for broken links that cannot be fixed.
• Maintain a logical linking structure to ensure users and search engines can easily navigate your site.

Pro tip: Instead of just fixing broken links, turn them into SEO opportunities. Identify high-traffic broken pages that previously earned backlinks and redirect them to relevant, high-value pages to salvage lost link equity.

2. Website speed & core web vitals

Site speed is a critical ranking factor. Google’s Page Experience Update prioritizes fast-loading websites because slow pages lead to higher bounce rates and lower engagement. Core Web Vitals measure how quickly a site loads and how smooth the user experience is.

Here are some best practices for faster load times:

• Enable browser caching to store frequently accessed resources.
• Compress images without sacrificing quality to reduce file size.
• Minify CSS, JavaScript, and HTML to eliminate unnecessary code.
• Use a Content Delivery Network (CDN) to distribute content across multiple servers and speed up page load times.

Pro tip: Instead of just optimizing images, implement next-gen formats like WebP. These formats significantly reduce file size while maintaining quality, improving site speed without affecting visuals.

3. Mobile optimization

With Google’s mobile-first indexing, a site’s mobile version is now the primary version used for ranking. If your site isn’t fully optimized for mobile, it risks lower rankings and poor user engagement.

Here’s how to ensure your site is mobile-friendly:

• Use responsive design so content adjusts smoothly to different screen sizes.
• Ensure buttons, menus, and links are easily clickable on smaller screens.
• Optimize font sizes for readability without zooming.
• Reduce pop-ups that interfere with mobile navigation.

Pro tip: Mobile-friendliness isn’t just about responsiveness. Monitor user behavior on mobile—if mobile visitors are bouncing more than desktop users, tweak page layouts and content formats to improve engagement.

4. Indexing & crawling optimization

If search engines can’t find or properly index your pages, they won’t rank. Ensuring proper indexing and crawlability allows Google to understand your site structure and rank your content accordingly.

Here are some best practices for indexing and crawling:

• Check if Google is indexing your pages by searching site:yourdomain.com.
• Use canonical tags to prevent duplicate content issues and ensure the right pages rank.
• Optimize your robots.txt file to guide search engine crawlers efficiently.
• Submit an XML sitemap in Google Search Console to help search engines discover your content.

Pro tip: Search engines don’t always index everything. Prioritize crawling budget by blocking low-value pages (like tag pages, internal search results, or outdated content) from being indexed to help Google focus on ranking your most important pages.

5. Website security (HTTPS & SSL)

Google prioritizes HTTPS sites because encrypted websites protect user data and build trust. A site without SSL (Secure Sockets Layer) is marked as “Not Secure” in browsers, which discourages users from engaging and reduces credibility.

Here’s how to secure your site with HTTPS:

• Install an SSL certificate to encrypt data transfers.
• Redirect HTTP pages to HTTPS versions to avoid duplicate content issues.
• Regularly update security patches to prevent vulnerabilities that hackers exploit.

Pro tip: Having HTTPS is not enough—make sure all internal links and images are also served over HTTPS. Many sites unknowingly have mixed content errors, where some elements still load over HTTP, reducing security scores and user trust.

By addressing technical SEO, businesses can improve user experience, increase search rankings, and ensure long-term site performance. These optimizations provide a solid foundation for all other SEO efforts, ensuring search engines can properly index and rank your content.

Step-by-Step Guide to Learning SEO

Whether you’re just starting or refining your skills, SEO requires a structured learning approach. Follow this step-by-step roadmap to master search engine optimization and build a strategy that delivers real results.

Step 1: Learn the basics of how search engines work

To succeed in SEO, you need to understand how search engines crawl, index, and rank web pages. Without this foundation, it’s difficult to optimize effectively. 

Here’s what to do:

• Learn about Google’s ranking process (Crawling, Indexing, and Ranking).
• Study search intent and how it affects results (Informational, Navigational, Transactional).
• Set up and explore Google Search Console to see how Google views your site.

Pro tip: Google doesn’t index everything on a site. To ensure your most important pages rank, internally link them from high-traffic pages and include them in your XML sitemap.

Step 2: Perform keyword research

Finding the right keywords is critical for ranking in search results. Targeting the wrong keywords can mean low traffic, low conversions, or attracting the wrong audience.

Here’s what to do:

• Identify your niche and audience to determine what they search for.
• Use keyword research tools to find low-competition, high-search-volume keywords.
• Analyze search intent to ensure the keyword aligns with your content.
• Target long-tail keywords for easier rankings and higher conversions.

Pro tip: Start with keywords that have low competition but high buying intent—ranking for easier terms first helps you build authority before tackling competitive keywords.

Step 3: Optimize your website’s on-page SEO

On-page SEO improves how search engines and users interact with your content. A well-optimized page increases ranking potential and keeps visitors engaged.

Here’s what to do:

• Write SEO-optimized content that naturally incorporates target keywords.
• Optimize title tags and meta descriptions to improve click-through rates.
• Keep URLs short and descriptive (yourdomain.com/seo-tips instead of yourdomain.com/p=1234).
• Use internal linking to connect relevant pages and improve crawlability.
• Optimize images with compressed file sizes and descriptive alt text.
• Implement schema markup to enhance search appearance with rich snippets.

Pro tip: Each page should focus on one main keyword, with supporting LSI (Latent Semantic Indexing) keywords to help search engines understand the content better.

Step 4: Build a strong link profile (Off-page SEO)

Backlinks remain one of the strongest ranking factors. They tell search engines that your content is credible and worth referencing. A strong link profile increases your domain authority and ranking potential.

Here’s what to do:

• Guest post on reputable industry blogs to earn backlinks.
• Get listed in relevant business directories to improve trust signals.
• Publish original research, data reports, or in-depth guides to attract natural links.
• Engage in digital PR by connecting with journalists for brand mentions.
• Monitor and disavow toxic backlinks that could harm rankings.

Pro tip: Instead of chasing backlinks, build content assets that naturally attract them—data-driven studies, expert roundups, and in-depth industry reports are highly linkable.

Step 5: Master technical SEO (Enhance website performance & indexing)

Technical SEO ensures search engines can properly access, understand, and rank your site. Poor technical SEO can result in indexing issues, slow speeds, and ranking drops.

Here’s what to do:

• Improve site speed by using fast hosting, caching, and image optimization.
• Ensure mobile-friendliness with a responsive design and fast load times.
• Submit an XML sitemap in Google Search Console to help with indexing.
• Fix broken links and redirect outdated URLs to relevant pages.
• Use canonical tags to prevent duplicate content issues.
• Secure your site with HTTPS and an SSL certificate for encrypted connections.

Pro tip: If your site has many pages, prioritize indexing for high-value pages by internally linking them from frequently crawled pages like the homepage or blog index.

Step 6: Track, analyze, and improve SEO performance

SEO is not a one-time task. Ongoing monitoring and adjustments are necessary to maintain rankings and improve visibility.

Here’s what to do:

• Track keyword rankings over time to see performance trends.
• Analyze user behavior metrics like bounce rate, time on page, and conversions.
• Check for indexation issues in Google Search Console.
• Refresh underperforming content by updating data, improving readability, and adding visuals.
• A/B test meta titles and descriptions to optimize click-through rates.

Pro tip: Instead of waiting for rankings to drop, proactively update content every 6-12 months with fresh insights, better visuals, and internal links to keep it competitive.

Step 7: Get hands-on SEO training

SEO takes time to master, but learning from experts can help accelerate your progress and keep you updated on the latest changes.

By taking an SEO course you:

• Learn SEO fundamentals in a structured way.
• Get hands-on experience with real-world projects.
• Stay updated with the latest Google algorithm changes.

Consider these AMA courses to fast track your SEO learning:

• SEO 101 – Master on-page and technical SEO.
• Off-Page SEO Training – Learn link-building and authority growth.
• PPC & Paid Search – Learn how SEO and paid search work together for maximum traffic.

Enroll now and get started with SEO marketing today.

How to Measure & Track SEO Success

SEO success isn’t just about improving rankings—it’s about understanding how your efforts are performing and making data-driven decisions. 

Tracking key SEO metrics allows you to measure progress, identify trends, and refine your strategy over time.

Here are the essential metrics to monitor when evaluating SEO performance:

• Organic traffic: Monitor how many visitors are coming from search engines and whether traffic is increasing over time.
• Keyword rankings: Keep track of where your pages rank for target keywords and how rankings fluctuate.
• Click-through Rate (CTR): Measure the percentage of users who click on your search result after seeing it.
• Bounce rate & dwell time: Analyze how long users stay on your pages and whether they engage with the content or leave quickly.
• Indexation status: Ensure that search engines are properly indexing your pages and no critical pages are missing from search results.
• Conversion rate: Track how well organic traffic is leading to conversions, whether it’s sales, sign-ups, or other desired actions.

How to Analyze SEO Data & Improve Performance

Collecting data is only useful if you take action based on what it reveals. Here’s how to interpret and optimize your SEO efforts:

• If organic traffic is low, revisit your keyword strategy and optimize underperforming pages with better content and internal linking.
• If rankings fluctuate, analyze search trends and update content with fresh information to maintain relevance.
• If CTR is low, improve your title tags and meta descriptions to make them more compelling.
• If bounce rates are high, enhance content readability, improve site speed, and add engaging visuals to keep users on the page.
• If important pages aren’t being indexed, check for crawl errors, ensure proper internal linking, and submit an updated sitemap.

Pro tip: SEO trends change, and what works today might not work in six months. Regularly audit your site, experiment with different strategies, and track historical data to identify long-term patterns and stay ahead of algorithm updates.

By consistently measuring and refining your SEO approach, you can ensure steady growth in rankings, traffic, and conversions, making SEO a long-term asset for your business.

Advanced SEO Techniques in 2025

SEO is evolving rapidly, driven by AI advancements, shifts in local search behavior, and the rise of visual search. As search engines become more sophisticated, businesses must adapt to new ranking factors and user expectations. Here’s how SEO is changing in 2025.

AI & SEO: The Future of Search Optimization

AI-driven search is shifting how results are displayed, with search engines now generating direct answers and topic summaries instead of just listing web pages. Content ranking is becoming less about keywords and more about context, expertise, and user engagement.

AI is also streamlining content creation and keyword research, helping businesses identify trends and structure information more effectively. However, search engines are placing greater emphasis on originality and human-driven insights to filter out low-value AI-generated content.

Local SEO: Ranking for Location-Based Searches

Search engines are prioritizing location-specific searches, making local SEO more essential than ever. Businesses that maintain accurate listings, generate reviews, and engage with local audiences are seeing stronger rankings.

Search is also becoming more conversational, with users phrasing queries naturally. As a result, businesses need to optimize for longer, more specific location-based phrases to match how people search in real life.

Video & Visual Search Optimization

Search engines are giving more visibility to video content and image-based results. Video is now appearing more frequently in search results, with captions, metadata, and engagement signals influencing rankings.

Visual search is also growing, allowing users to search using images instead of text. Optimized image descriptions, structured data, and high-quality visuals help businesses improve their visibility in these searches.

Businesses that adapt to these trends will maintain their visibility and relevance in an increasingly competitive digital landscape.

Want to Learn More About SEO Marketing Benefits?

If you are interested in learning more about SEO marketing benefits and approaches, it can be highly productive to become a member of the American Marketing Association (AMA). 

An industry leader in the marketing arena, the AMA provides countless membership benefits, training and certification, networking opportunities, and much more. 

If you would like to improve your search engine marketing capabilities, join AMA today!

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