3 Fixes for Your Paid Social Ads | SEW Weekly Digest

PLUS: The Key to Better SEO Comes from Your Customers

Author

Zihan Lyu
February 27, 2025

Hi there,

Welcome back!

Highlights from today's newsletter:
◼ Search intelligence shapes strategy, not just SEO
◼ GEO outpaces SEO in digital discoverability trends
◼ Google's sneaky anti-spam tactics

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TOP OF THE SERPS 🏆

Every search is a clue. It reveals what people need, how their preferences shift, and where brands stand in the competitive landscape. It prompts marketers to think of questions like:
"What are customers searching for right now?"
"Where is demand shifting?"
"Which gaps in the market are waiting to be filled?"

Search intelligence functions as a powerful decision-making framework that strategically informs content, advertising, and product strategy.

Whether it’s content teams creating more relevant resources, paid media strategists fine-tuning ad spend, or product developers identifying new opportunities, search intelligence is the key to making smarter, data-backed decisions.

AI & SEO 🖱️

SEO STRATEGY
Adapting SEO Strategies for AI's Rising Influence in 2025
The piece explores the dual role of AI in SEO by 2025: it's revolutionary short-term but poses long-term challenges. AI optimizes keyword research and content creation, yet threatens traditional search traffic as users shift to AI-driven search engines. Adapting SEO strategies for AI's future dominance is crucial.

AI IN MARKETING
AI Has Changed The SEO Playbook: What’s Next for Marketers?
AI is transitioning SEO into Generative Engine Optimization (GEO). AI platforms reduce reliance on traditional search engines, necessitating a focus on intent-driven, multi-modal content. Brands must adapt by prioritizing entity-based SEO, structured data, and engagement metrics to retain visibility in a complex, AI-dominated landscape.

GENERATIVE AI
Generative AI Optimization Outpaces SEO in Digital Discoverability Trends
GEO is replacing traditional SEO, as AI models now dominate digital discovery. GEO necessitates content that is fact-based, AI-friendly, and contextually rich, ensuring enhanced visibility and engagement. This evolution prioritizes structured data and originality, aligning with how generative models synthesize information.

AI Search Launchpad 🆕

EXTRA CLICKS FOR THOUGHT 💡

DIGITAL ADVERTISING
3 Reasons Your Paid Social Ads Aren’t Converting (and How to Fix Them)
Paid social ads stumble due to weak creatives, poor targeting, and flawed landing pages. Key fixes include authentic content, behavior-based targeting, and seamless post-click experience. Refine strategies by testing and analyzing engagement signals to enhance conversion, ensuring efficient scaling without mere budget increments.

SEO STRATEGY
SEO as a Crucial Strategy to Grow Organic Traffic
SEO serves as a crucial defense against declining organic traffic. As algorithms and AI-driven search evolve, maintaining organic visibility demands continuous SEO efforts. Without ongoing investment, businesses risk losing visibility, highlighting SEO’s role as both a growth and preservation strategy. Neglecting SEO invites costly declines and challenges.

SEO STRATEGIES
The Key to Better SEO Actually Comes From Your Customers
UGC is crucial for enhancing SEO. It improves site visibility, customer trust, and engagement by leveraging authenticity and relevance. By integrating UGC with SEO practices, brands can better engage specific demographics like Gen Z and improve local SEO efforts effectively.

SOUNDS OF SEARCH 🎧

Jack Chambers-Ward and Mark Williams-Cook discuss effective SEO pagination strategies and a Google patent targeting spam tactics. The podcast also explores Tabby Farrar's theory on acquiring links via citations in Large Language Models (LLMs). This episode provides insights into emerging SEO practices.

MORE THAN A NEWSLETTER

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