{
  "version": 3,
  "sources": ["ssg:https://framerusercontent.com/modules/wY4n2c4KRyeqsYvhkygO/QUHhEoAnrXecd6Orkxhh/nWZy3UnCE-5.js"],
  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{ComponentPresetsConsumer as n,Link as i}from\"framer\";import{motion as r}from\"framer-motion\";import*as o from\"react\";import{Youtube as a}from\"https://framerusercontent.com/modules/NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js\";export const richText=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"2. Competitor Backlink Analysis: Reverse-Engineer High-Authority Links\"}),/*#__PURE__*/e(\"p\",{children:\"If your competitors consistently rank higher than you, there is a strong reason why - a powerful backlink profile. So why start from scratch when you can simply identify and replicate their most powerful links? Exactly. Let\u2019s find out how to get that sweet link juice.\"}),/*#__PURE__*/e(\"img\",{alt:\"Competitor Backlink Analysis\",className:\"framer-image\",height:\"275\",src:\"https://framerusercontent.com/images/DdEDtg8MmffOXYAmrB8hXEv908.png\",srcSet:\"https://framerusercontent.com/images/DdEDtg8MmffOXYAmrB8hXEv908.png?scale-down-to=512 512w,https://framerusercontent.com/images/DdEDtg8MmffOXYAmrB8hXEv908.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/DdEDtg8MmffOXYAmrB8hXEv908.png 1200w\",style:{aspectRatio:\"1200 / 550\"},width:\"600\"}),/*#__PURE__*/e(\"h4\",{children:\"How to Analyze Competitor Backlinks Using Data:\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Step 1\"}),\": Identify Your Top SEO Competitors\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"Google your primary keyword \u2192 Note down the top 5 ranking websites. They are your backlink competitors.\"})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Step 2\"}),\": Extract Competitor Backlinks\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[\"Use Ahrefs \u2192 Site Explorer \u2192 Enter your competitor\u2019s domain and check the\",/*#__PURE__*/e(\"strong\",{children:\" Backlinks Report\"}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"Filter by DR (Domain Rating) 50+ \u2192 Identify links from authoritative sites (think New York Times, Forbes, Business Insider.).\"})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Step 3\"}),\": Find Link Gaps & Easy Wins\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"Ahrefs Link Intersect Tool \u2192 Shows sites linking to your competitors but not you. These are prime outreach targets.\"})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Example\"}),\": Backlinko conducted a study \",/*#__PURE__*/e(i,{href:\"https://backlinko.com/search-engine-ranking\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"analyzing 11.8 million search results\"})}),\" to uncover ranking factors. The report\u2019s exclusive data and insights made it highly linkable, earning over 5,000 backlinks, including from authoritative sites like Semrush and Moz, significantly boosting rankings and traffic.\"]}),/*#__PURE__*/e(\"h3\",{children:\"3. Performance Monitoring & Link-Building Adjustments: Optimize What Works\"}),/*#__PURE__*/e(\"p\",{children:\"Most SEOs focus too much on acquiring links and too little on measuring their impact. Data analytics helps you determine which backlinks actually boost rankings and drive traffic. With this approach you can easily double down on what really works.\"}),/*#__PURE__*/e(\"h4\",{children:\"How to Track & Optimize Your Backlinks Using Data:\"}),/*#__PURE__*/e(\"img\",{alt:\"How to Track & Optimize Your Backlinks Using Data\",className:\"framer-image\",height:\"240\",src:\"https://framerusercontent.com/images/EQWzBgeiwrKy3HJXbXCo7wZD7s.png\",srcSet:\"https://framerusercontent.com/images/EQWzBgeiwrKy3HJXbXCo7wZD7s.png?scale-down-to=512 512w,https://framerusercontent.com/images/EQWzBgeiwrKy3HJXbXCo7wZD7s.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/EQWzBgeiwrKy3HJXbXCo7wZD7s.png 1200w\",style:{aspectRatio:\"1200 / 481\"},width:\"600\"}),/*#__PURE__*/e(\"p\",{children:\"\u2714 Use Google Search Console \u2192 Links Report\"}),/*#__PURE__*/t(\"p\",{children:[\"In the \",/*#__PURE__*/e(\"strong\",{children:\"Links \"}),\"report you will find three sections:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Top Linked Pages\"}),\": Pages with the highest number of backlinks.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Top Linking Sites\"}),\": Websites that link to your site most often.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Top Linking Text\"}),\": The most frequently used anchor text in your backlinks.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"\u2714 Check referral traffic in Google Analytics \u2192 Identify which sources send real visitors, not just SEO value.\"}),/*#__PURE__*/e(\"h3\",{children:\"4. Leveraging Niche Communities for Natural Link Acquisition\"}),/*#__PURE__*/t(\"p\",{children:[\"Most SEOs overlook one of the easiest ways to earn \",/*#__PURE__*/e(\"strong\",{children:\"high-quality, natural backlinks\"}),\" - actively participating in \",/*#__PURE__*/e(\"strong\",{children:\"niche communities.\"}),\" These communities are \",/*#__PURE__*/e(\"strong\",{children:\"trusted hubs\"}),\" where industry discussions happen, making them \",/*#__PURE__*/e(\"strong\",{children:\"prime opportunities for earning links\"}),\" without traditional outreach.\"]}),/*#__PURE__*/e(\"h3\",{children:\"Why This Works\"}),/*#__PURE__*/t(\"p\",{children:[\"Platforms like \",/*#__PURE__*/e(\"strong\",{children:\"Reddit, LinkedIn Groups, Slack, \"}),\"and private forums attract highly engaged professionals who actively share and link to valuable insights. Unlike cold outreach, where you ask for links, community-driven link building allows you to \",/*#__PURE__*/e(\"strong\",{children:\"earn links organically by contributing real value.\"})]}),/*#__PURE__*/e(\"h4\",{children:\"Find Active Industry Communities\"}),/*#__PURE__*/e(\"p\",{children:\"The easiest way to discover engaged niche communities is through a simple Google search\u2014no expensive tools required.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Start by searching:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"[your keyword] + forum/discussion/Reddit\"})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:'Example: Searching \"best VPN forum\" surfaces active communities discussing VPN performance and recommendations.'})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"For more precise results, use Google search operators:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"code\",{children:\"site:reddit.com [your keyword] \"}),\"\u2192 Finds relevant discussions on Reddit.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"code\",{children:\"site:linkedin.com/groups [your keyword] \"}),\"\u2192 Finds LinkedIn groups in your niche.\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"Google Search operators\",className:\"framer-image\",height:\"503\",src:\"https://framerusercontent.com/images/uWId5tKEsivWsc0Wo8uVu0PV1hg.jpg\",srcSet:\"https://framerusercontent.com/images/uWId5tKEsivWsc0Wo8uVu0PV1hg.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/uWId5tKEsivWsc0Wo8uVu0PV1hg.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/uWId5tKEsivWsc0Wo8uVu0PV1hg.jpg 1200w\",style:{aspectRatio:\"1200 / 1006\"},width:\"600\"}),/*#__PURE__*/t(\"p\",{children:[\"\uD83D\uDCA1 \",/*#__PURE__*/e(\"strong\",{children:\"Search example:\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Searching \",/*#__PURE__*/e(\"code\",{children:'\"best VPN site:reddit.com\"'}),\" reveals \",/*#__PURE__*/e(\"strong\",{children:\"highly active discussions\"}),\" in r/VPNreviews, where users share recommendations that often get referenced in blog posts.\"]}),/*#__PURE__*/e(\"h4\",{children:\"Become a Valuable Contributor\"}),/*#__PURE__*/t(\"p\",{children:[\"Jumping into a community just to drop links \",/*#__PURE__*/e(\"strong\",{children:\"will get you ignored (or banned).\"}),\" Instead, \",/*#__PURE__*/e(\"strong\",{children:\"establish credibility first\"}),\":\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Share insights and answer questions\"}),\" \u2013 Become a go-to resource in discussions.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Offer resources or case studies\"}),\" \u2013 Provide unique value without self-promotion.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Engage consistently\"}),\" \u2013 Active participation builds trust over time.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Once you\u2019re recognized as a trusted member, people will naturally reference your content in discussions, leading to organic backlinks.\"}),/*#__PURE__*/e(\"h4\",{children:\"Earn Links Through Natural Mentions\"}),/*#__PURE__*/e(\"p\",{children:\"Once you've built credibility, community members will start linking to your content in discussions, industry roundups, and blog posts. Some may even invite you to contribute to their websites, leading to high-authority, editorial backlinks.\"}),/*#__PURE__*/t(\"p\",{children:[\"\uD83D\uDCAC \",/*#__PURE__*/t(\"strong\",{children:[\"Discussion example:\",/*#__PURE__*/e(\"br\",{})]}),\"Imagine you\u2019re a cybersecurity expert actively engaging in r/VPNreviews, sharing insights on technical vulnerabilities. Over time, as you provide valuable input, community members begin referencing your blog posts in discussions. Eventually, your content gets cited in VPN comparison articles, earning you high-quality, organic backlinks - without ever asking for them\"]})]});export const richText1=/*#__PURE__*/e(o.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"\uD83D\uDD25 \",/*#__PURE__*/e(\"strong\",{children:\"Mojo Tip\"}),\": Communities reward genuine contributions, not link-dropping. \",/*#__PURE__*/e(\"strong\",{children:\"Become a trusted member first,\"}),\" and links will follow naturally.\"]})});export const richText2=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"5. Collaborating with Industry Experts for High-Impact Links\"}),/*#__PURE__*/t(\"p\",{children:[\"One of the most \",/*#__PURE__*/e(\"strong\",{children:\"overlooked yet powerful\"}),\" ways to build high-quality backlinks is by \",/*#__PURE__*/e(\"strong\",{children:\"building relationships with industry experts.\"}),\" When you actively engage in your industry (events, discussions, or collaborations) you naturally \",/*#__PURE__*/e(\"strong\",{children:\"become part of the conversation.\"}),\" And when you\u2019re in the right conversations, links happen without forced outreach.\"]}),/*#__PURE__*/t(\"p\",{children:[\"The key? \",/*#__PURE__*/e(\"strong\",{children:\"Genuine networking and knowledge-sharing with the right people.\"})]}),/*#__PURE__*/e(\"h4\",{children:\"How Networking Leads to Backlinks\"}),/*#__PURE__*/t(\"p\",{children:[\"SEO isn\u2019t just about \",/*#__PURE__*/e(\"strong\",{children:\"content and link outreach\"}),\" - it\u2019s about \",/*#__PURE__*/e(\"strong\",{children:\"who you know and who trusts your expertise.\"}),\" The best links don\u2019t come from random cold emails; they come from people who recognize your value and naturally reference your work.\"]}),/*#__PURE__*/t(\"p\",{children:[\"When you engage with industry leaders, researchers, and professionals, they start to see you as a valuable source of insights. Over time, these connections \",/*#__PURE__*/e(\"strong\",{children:\"turn into collaborations, expert contributions, podcast invitations, and content mentions. \"}),\"All of which lead to backlinks.\"]}),/*#__PURE__*/e(\"h4\",{children:\"How to Build Relationships That Earn Links\"}),/*#__PURE__*/t(\"p\",{children:[\"Start by \",/*#__PURE__*/e(\"strong\",{children:\"actively engaging with industry professionals\"}),\". The goal here is not to get links, but to learn, share and contribute.\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[\"Attend \",/*#__PURE__*/e(\"strong\",{children:\"SEO conferences and industry events\"}),\". Don\u2019t just be passive, stand out as someone who engages in real discussions.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[\"Participate in \",/*#__PURE__*/e(\"strong\",{children:\"Twitter/X \"}),\"discussions\",/*#__PURE__*/e(\"strong\",{children:\", LinkedIn \"}),\"conversations\",/*#__PURE__*/e(\"strong\",{children:\", \"}),\"and private industry groups.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[\"Comment on and share \",/*#__PURE__*/e(\"strong\",{children:\"insights from industry leaders\"}),\". Genuine engagement builds recognition over time.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[\"Provide value first. \",/*#__PURE__*/e(\"strong\",{children:\"Help others, share knowledge, and contribute to discussions.\"})]})})]}),/*#__PURE__*/t(\"p\",{children:[\"When done right, these relationships \",/*#__PURE__*/e(\"strong\",{children:\"lead to backlinks naturally.\"}),\" Not because you asked for them, but because people want to reference \",/*#__PURE__*/e(\"strong\",{children:\"your expertise.\"})]}),/*#__PURE__*/e(\"h4\",{children:\"How I Used This Strategy\"}),/*#__PURE__*/t(\"p\",{children:[\"For several years, I\u2019ve attended the \",/*#__PURE__*/e(\"strong\",{children:\"Chiang Mai SEO Conference\"}),\", one of the biggest networking hubs for SEOs worldwide. Instead of just listening to talks, I spent time sharing SEO experiments, debating algorithm updates, and discussing real-world test results with top industry professionals. These weren\u2019t quick, surface-level conversations, they were deep, thought-provoking discussions that led to \",/*#__PURE__*/e(\"strong\",{children:\"long-term relationships.\"})]}),/*#__PURE__*/e(\"img\",{alt:\"Advanced SEO Tips 2025 book\",className:\"framer-image\",height:\"241\",src:\"https://framerusercontent.com/images/EuYywREAksGVCoFoOxbGLS1NhhY.jpg\",srcSet:\"https://framerusercontent.com/images/EuYywREAksGVCoFoOxbGLS1NhhY.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/EuYywREAksGVCoFoOxbGLS1NhhY.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/EuYywREAksGVCoFoOxbGLS1NhhY.jpg 1200w\",style:{aspectRatio:\"1200 / 483\"},width:\"600\"}),/*#__PURE__*/t(\"p\",{children:[\"Because of these connections, I was invited to contribute to \",/*#__PURE__*/e(\"strong\",{children:'\"Advanced SEO Tips 2025\" '}),\"by\",/*#__PURE__*/e(\"strong\",{children:\" James Dooley \"}),\"and\",/*#__PURE__*/e(\"strong\",{children:\" Kasra Dash.\"}),\" My insights on search trends and brand building were featured alongside other top SEOs in the world, leading to natural backlinks from SEO blogs, industry news sites, and professional communities.\"]}),/*#__PURE__*/t(\"p\",{children:[\"\u27A1\uFE0FGet your copy of \u201C\",/*#__PURE__*/e(i,{href:\"https://www.amazon.com/Advanced-SEO-Tips-2025-Strategies/dp/B0DW8KY9HQ\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Advanced SEO Tips 2025\"})}),\"\u201D on Amazon.\"]}),/*#__PURE__*/e(\"img\",{alt:\"Majestic SEO podcast\",className:\"framer-image\",height:\"212\",src:\"https://framerusercontent.com/images/OZdi5oMFQGPy0EMCqtZbGYSt8U.jpg\",srcSet:\"https://framerusercontent.com/images/OZdi5oMFQGPy0EMCqtZbGYSt8U.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/OZdi5oMFQGPy0EMCqtZbGYSt8U.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/OZdi5oMFQGPy0EMCqtZbGYSt8U.jpg 1200w\",style:{aspectRatio:\"1200 / 424\"},width:\"600\"}),/*#__PURE__*/t(\"p\",{children:[\"A similar thing happened with \",/*#__PURE__*/e(\"strong\",{children:\"Majestic SEO\"}),\". After years of engaging in discussions and building credibility, I was invited to share my expertise on their \",/*#__PURE__*/e(\"strong\",{children:\"SEO in 2024 podcast.\"}),\" That single conversation led to \",/*#__PURE__*/e(\"strong\",{children:\"organic backlinks from Majestic\u2019s website \"}),\"and mentions on their YouTube channel - a perfect example of how \",/*#__PURE__*/e(\"strong\",{children:\"real connections result in real links.\"})]}),/*#__PURE__*/e(\"img\",{alt:\"natural link from Majestic SEO\",className:\"framer-image\",height:\"247\",src:\"https://framerusercontent.com/images/c5AgNOkfRpx8vKowd8iOL4TU124.jpg\",srcSet:\"https://framerusercontent.com/images/c5AgNOkfRpx8vKowd8iOL4TU124.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/c5AgNOkfRpx8vKowd8iOL4TU124.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/c5AgNOkfRpx8vKowd8iOL4TU124.jpg 1200w\",style:{aspectRatio:\"1200 / 495\"},width:\"600\"}),/*#__PURE__*/e(\"h3\",{children:\"6. Digital PR & Data-Backed Outreach: Secure Links from High-Authority Publications\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Digital PR\"}),\" is one of the most effective ways to \",/*#__PURE__*/e(\"strong\",{children:\"earn high-DR backlinks from top-tier media \"}),\"and industry publications\",/*#__PURE__*/e(\"strong\",{children:\".\"}),\" Instead of relying on traditional guest posting, this approach leverages newsworthy insights, expert commentary, and original research to attract \",/*#__PURE__*/e(\"strong\",{children:\"organic links\"}),\" from authoritative sources.\"]}),/*#__PURE__*/e(\"img\",{alt:\"breaking news\",className:\"framer-image\",height:\"109\",src:\"https://framerusercontent.com/images/oAFDzcoTxqejKjrQ3fZV2hCMA.png\",srcSet:\"https://framerusercontent.com/images/oAFDzcoTxqejKjrQ3fZV2hCMA.png?scale-down-to=512 512w,https://framerusercontent.com/images/oAFDzcoTxqejKjrQ3fZV2hCMA.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/oAFDzcoTxqejKjrQ3fZV2hCMA.png 1200w\",style:{aspectRatio:\"1200 / 219\"},width:\"600\"}),/*#__PURE__*/e(\"h4\",{children:\"How To Use Digital PR for Link Building:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Publish Exclusive Data Studies & Reports\"}),\" \u2192 Journalists and bloggers love citing fresh research, especially if it provides \",/*#__PURE__*/e(\"strong\",{children:\"unique industry insights\"}),\" or \",/*#__PURE__*/e(\"strong\",{children:\"trend analysis.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Leverage Press Request Platforms\"}),\" \u2192 Use tools like \",/*#__PURE__*/e(i,{href:\"https://www.qwoted.com/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Qwoted\"})}),\", \",/*#__PURE__*/e(i,{href:\"https://featured.com/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Featured\"})}),\", or \",/*#__PURE__*/e(i,{href:\"https://helpab2bwriter.com/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Help a B2B Writer\"})}),\" to connect with journalists looking for expert opinions.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Create Highly Shareable Visual Assets\"}),\" \u2192 Infographics, industry benchmarks, and interactive tools \",/*#__PURE__*/e(\"strong\",{children:\"increase linkability\"}),\" and have a high chance of being referenced in news articles.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Monitor News Trends & Offer Expert Commentary\"}),\" \u2192 Stay ahead of breaking news in your industry and position yourself as an \",/*#__PURE__*/e(\"strong\",{children:\"authority\"}),\" by contributing expert quotes to media outlets.\"]})})]})]});export const richText3=/*#__PURE__*/e(o.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"\uD83D\uDD25 \",/*#__PURE__*/e(\"strong\",{children:\"Mojo Tip:\"}),\" Journalists actively \",/*#__PURE__*/e(\"strong\",{children:\"search for unique insights\"}),\". If your research, data, or commentary offers something new, \",/*#__PURE__*/e(\"strong\",{children:\"top publications will want to link to you.\"}),\" Use Twitter\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"#JournoRequest\"}),\" and LinkedIn\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"media groups\"}),\" to find ongoing journalist requests.\"]})});export const richText4=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"The finance industry is one of the most \",/*#__PURE__*/e(\"strong\",{children:\"competitive and challenging\"}),\" sectors for link building. Strict editorial policies and high-authority incumbents make it difficult for newer websites to earn \",/*#__PURE__*/e(\"strong\",{children:\"quality backlinks\"}),\" that improve search rankings. However, by taking a \",/*#__PURE__*/e(\"strong\",{children:\"data-driven approach\"}),\", Mojo Links successfully helped a finance website achieve \",/*#__PURE__*/e(\"strong\",{children:\"a 461% traffic increase \"}),\"through hyper-relevant and highly authoritative link building.\"]}),/*#__PURE__*/e(\"img\",{alt:\"Data-Driven Link Building in the Finance Sector\",className:\"framer-image\",height:\"364\",src:\"https://framerusercontent.com/images/4gBeoMlmSFjMZhyk87uCIktfxQ.jpg\",srcSet:\"https://framerusercontent.com/images/4gBeoMlmSFjMZhyk87uCIktfxQ.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/4gBeoMlmSFjMZhyk87uCIktfxQ.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/4gBeoMlmSFjMZhyk87uCIktfxQ.jpg 1200w\",style:{aspectRatio:\"1200 / 728\"},width:\"600\"}),/*#__PURE__*/e(\"h3\",{children:\"The Challenge\"}),/*#__PURE__*/t(\"p\",{children:[\"A finance-focused website with \",/*#__PURE__*/e(\"strong\",{children:\"strong on-page SEO\"}),\" was struggling to compete in search results due to a \",/*#__PURE__*/e(\"strong\",{children:\"lack of authoritative backlinks.\"}),\" The site had well-researched, high-quality content, but it wasn\u2019t being cited by top-tier finance publications, making it difficult to \",/*#__PURE__*/e(\"strong\",{children:\"rank for competitive, high-intent keywords.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Traditional link-building tactics, such as mass outreach and directory submissions, had little impact in this space. A \",/*#__PURE__*/e(\"strong\",{children:\"more strategic, data-backed approach\"}),\" was required to break through.\"]}),/*#__PURE__*/e(\"h3\",{children:\"The Data-Driven Strategy\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://mojolinks.com/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Mojo Links\"})}),\" implemented a \",/*#__PURE__*/e(\"strong\",{children:\"precision-focused link-building campaign\"}),\", directly aligning with the strategies outlined in this article.\"]}),/*#__PURE__*/e(\"h4\",{children:\"Targeting High-Value Link Opportunities\"}),/*#__PURE__*/t(\"p\",{children:[\"Rather than focusing on link quantity, we \",/*#__PURE__*/e(\"strong\",{children:\"analyzed competitor backlinks and industry link trends\"}),\" to identify authoritative finance websites that had a strong impact on search rankings. This aligns with the competitor analysis and precision link selection strategies discussed earlier.\"]}),/*#__PURE__*/e(\"h4\",{children:\"Prioritizing Links from Authoritative, Relevant Sources\"}),/*#__PURE__*/t(\"p\",{children:[\"Using \",/*#__PURE__*/e(\"strong\",{children:\"domain authority, organic traffic analysis, and relevance scoring,\"}),\" we ensured that every link built had real ranking value. This follows the approach outlined in the article - measuring link quality using multiple data points instead of relying solely on DR.\"]}),/*#__PURE__*/e(\"h4\",{children:\"Data-Optimized Anchor Text Strategy\"}),/*#__PURE__*/t(\"p\",{children:[\"We mapped backlinks to \",/*#__PURE__*/e(\"strong\",{children:\"high-impact, conversion-focused pages\"}),\" and ensured that anchor text distribution followed natural linking patterns. This reinforced topical relevance and ranking improvements - mirroring the importance of anchor text optimization discussed earlier.\"]}),/*#__PURE__*/e(\"h4\",{children:\"Editorial Guest Posting on High-Authority Finance Sites\"}),/*#__PURE__*/t(\"p\",{children:[\"Instead of mass link placement, we focused on securing a \",/*#__PURE__*/e(\"strong\",{children:\"select number of guest posts on reputable finance websites\"}),\" that had real organic traffic. These links were \",/*#__PURE__*/e(\"strong\",{children:\"contextually placed \"}),\"within high-value articles, ensuring both SEO impact and referral traffic.\"]}),/*#__PURE__*/e(\"h3\",{children:\"The Results\"}),/*#__PURE__*/t(\"p\",{children:[\"This \",/*#__PURE__*/e(\"strong\",{children:\"targeted, data-backed link-building approach\"}),\" led to significant search performance gains in just four months:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"461% Increase in Monthly Traffic\"}),\" \u2013 As ranking pages moved up in search results, organic visits surged.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"450% Growth in Ranking Keywords\"}),\" \u2013 The site gained visibility for competitive, high-intent finance queries.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"600% Boost in Traffic Value\"}),\" \u2013 The increase in organic visitors translated into higher conversions and revenue growth.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"Full breakdown\",/*#__PURE__*/e(\"strong\",{children:\": \"}),/*#__PURE__*/e(i,{href:\"https://mojolinks.com/case-studies/finance-link-building-results/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"finance link building case study\"})}),\".\"]})]});export const richText5=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The days of blind outreach and bulk link-building are over. 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And who better to discuss this with than Heather Physioc and Kevin Gibbons?\"}),/*#__PURE__*/e(\"p\",{children:\"Heather is the Chief Discoverability Officer at VML, a global creative agency. And when we say global, we mean it\u2014offices all over the world, even in Mongolia!\"}),/*#__PURE__*/e(\"p\",{children:\"Kevin Gibbons, on the other hand, is the founder of Resignal, a highly respected agency in our industry. He\u2019s a firm believer that success comes from strong strategy, teamwork, and collaboration. And the proof? Resignal has won dozens of search awards with some truly outstanding entries.\"}),/*#__PURE__*/t(\"p\",{children:[\"But Heather isn\u2019t just a marketer\u2014because, let\u2019s be real, no one is just a marketer. She has an incredible side passion: photography and nature. And if you share that love, you\u2019ll definitely want to \",/*#__PURE__*/e(i,{href:\"https://www.instagram.com/kctrvlr/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"check out her Instagram, where she showcases some stunning shots\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"So, let\u2019s welcome Heather and Kevin! How are you doing?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Well. Thank you for having us.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" Very good. Thank you.\"]})]});export const richText16=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli: \"}),\"In past episodes, we've often explored the impact AI is having on our work as marketers\u2014not just in terms of our daily tasks, but also as a way to rethink our entire approach. Because AI isn\u2019t just a tool; it\u2019s more like a revolution, if you will.\"]}),/*#__PURE__*/e(\"p\",{children:\"So, when we look at it in the context of an agency, does the rise of AI present a challenge, a sea of opportunities, or a mix of both?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" \u200ASo the way we're thinking about it at VML, the way we're talking about it mainly with clients is kind of through three key lenses. The first is of course, how we can augment and accelerate our work and do more, better search work faster. A lot of the stuff that used to be a really manual grind is picking up speed, and we're able to deliver really great stuff for clients more efficiently than we were before.That\u2019s great news\u2014and a big opportunity for SEO.\"]}),/*#__PURE__*/e(\"p\",{children:\"Right now, the second major way we\u2019re thinking about SEO is how it\u2019s reshaping the search landscape. People can search in more ways and more places than before, which means brands have new opportunities to show up. This shift is creating entirely new types of search real estate and experiences, and we need to figure out how brands can be a part of them.\"}),/*#__PURE__*/e(\"p\",{children:\"But there\u2019s another key factor that I don\u2019t think the industry is talking about enough: how AI is permanently changing searcher expectations and behaviors.\"}),/*#__PURE__*/e(\"p\",{children:'Think about how search evolved when mobile devices became widespread. We learned to search \"near me open now,\" and then realized we didn\u2019t have to include \"near me\" because our phones already knew our location. Later, with the rise of IoT and voice search, we adapted again\u2014searching out loud, using more natural language.'}),/*#__PURE__*/e(\"p\",{children:\"Now, we're seeing the early signs of another major transformation. AI is shaping how people search and what they expect from brands when they do. And that\u2019s something we need to be ready for.\"}),/*#__PURE__*/e(\"p\",{children:\"Kevin.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" Yeah, I think that\u2019s a great summary of where we are right now. I\u2019d agree on those key points\u2014especially when it comes to how we use AI to help our clients. For us, it\u2019s all about efficiency, research, and improving workflows. AI isn\u2019t about writing a strategy; it\u2019s about making the process more efficient.\"]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve seen quotes saying that 95% of marketing tasks will be automated in the future. I take that with a grain of salt, but I also wouldn\u2019t dismiss it entirely. The reality is probably somewhere in the middle. Strategy\u2014understanding what needs to be done, how it aligns with a client\u2019s challenges, their market, and how to refine, test, and experiment\u2014still requires human experience. But AI certainly brings efficiency and opportunities to optimize processes.\"}),/*#__PURE__*/e(\"p\",{children:\"Behavioral shifts are key here. If behaviors weren\u2019t changing, this wouldn\u2019t be a big deal. We\u2019ve seen past innovations, like Google Wave and voice search, that didn\u2019t pan out exactly as expected. But AI feels different. The level of investment and the push to integrate it into real-world applications is massive. And we\u2019re only scratching the surface\u2014imagine where this will be in two, three, or even five to ten years.\"}),/*#__PURE__*/e(\"p\",{children:\"I think back to when I started in SEO in 2003. Google had only been around for a few years, but by then, it was already the dominant player. That hasn\u2019t really changed\u2014until now. For the first time, Google faces serious competition from AI-driven tools like ChatGPT and Perplexity, and that\u2019s reshaping the search journey.\"}),/*#__PURE__*/e(\"p\",{children:\"Right now, AI is incredibly useful for research, but when it comes to transactional searches\u2014where customers are ready to buy\u2014Google still dominates. The key question is: how does AI fit into the broader customer lifecycle? And how do we integrate that into client strategies?\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yeah, totally. I think part of the fascination with AI for the mainstream public comes from the way it\u2019s reshaping search behavior. This shift in how people search isn\u2019t just happening now\u2014it\u2019s been in motion for years.\"]}),/*#__PURE__*/e(\"p\",{children:\"I remember, maybe three summers ago, Google itself mentioned at Google I/O (or in some other public discussion) that it\u2019s no longer the only search engine. Younger generations are increasingly using Instagram and TikTok to search\u2014especially for things like restaurants and places to visit\u2014treating them like actual search engines rather than just social media platforms.\"}),/*#__PURE__*/t(\"p\",{children:['Before that, YouTube was often called the \"second biggest search engine in the world,\" practically a tagline for the platform. This all ties into what my friend ',/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/in/giorgiotave/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:'Giorgio Tavernetti, an Italian SEO expert, refers to as \"liquid search\"'})}),\"\u2014the idea that search is fluid, like water. It doesn\u2019t just start and end on traditional search engines. It can begin with spotting something on the street or TV, then seeing it again on social media, then searching for it, and bouncing back and forth between search and social platforms until it eventually leads to a conversion.\"]}),/*#__PURE__*/e(\"p\",{children:\"AI is accelerating this evolution. Models like ChatGPT, Perplexity, and other advanced research tools are changing how we search. Personally, I use AI for deep research all the time\u2014it\u2019s helping us relearn how to search, just like we did in the pre-digital era.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),' It\u2019s interesting that we\u2019ve defined search the way Google has since the very beginning\u2014essentially shaping our entire understanding of what search even means. Even as search has fragmented across platforms\u2014what you might call \"liquid search,\" where people move between different lanes and sources\u2014search experts have continued to focus almost exclusively on Google. And that has made sense because, as Kevin mentioned, Google once held 91% of the global search market share, and they\\'ve maintained that dominance for years\u2014especially in Europe.']}),/*#__PURE__*/e(\"p\",{children:\"But now, we have to acknowledge that while Google is a great portal to everything on the web, it\u2019s not always the most efficient or effective way to accomplish certain tasks. If you're shopping, it might make more sense to start directly on a retailer like Amazon or Walmart. If you're looking for inspiration, Google search results probably aren\u2019t your go-to\u2014but Pinterest or TikTok might be.\"}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s what makes this such an exciting time for search. It\u2019s no longer just about Google. Platforms are recognizing search as a competitive advantage. TikTok is pulling in Gen Z users who might have once turned to Google. Pinterest has positioned itself as the inspirational search engine. Amazon dominates commerce-related searches. Emerging tech, new platforms, and AI are fundamentally reshaping the search experience and user behavior.\"}),/*#__PURE__*/e(\"p\",{children:\"So I want to challenge the idea of search as just Google or just a platform. Instead, we should start thinking about search as a human mindset\u2014about people trying to accomplish something specific in the most effective way possible.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" I completely agree with that point. It\u2019s easy to fall into the trap of thinking that the customer journey is just a straight line from awareness to consideration to conversion\u2014starting and ending with search. But in reality, marketing involves a lot more moving parts.\"]}),/*#__PURE__*/e(\"p\",{children:\"Take SEO agencies, for example. If someone is looking for one, their first step probably isn\u2019t going straight to Google. Instead, they might start by asking trusted industry peers for recommendations. Google still plays a role, of course\u2014once they have a few names in mind, they might use search to do their own research. That\u2019s where branded search becomes important. But even then, they had to hear about that brand somewhere before they ever typed it into Google.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s also crucial to recognize the role other platforms play and how they integrate with offline advertising. Understanding how customers discover and engage with your brand at different touchpoints is key. Google is a major player, no doubt\u2014it has a huge slice of the pie when it comes to conversions. But it\u2019s not the only source. And when you look at the entire customer journey, it\u2019s unlikely to be the only platform they rely on.\"}),/*#__PURE__*/e(\"p\",{children:\"So it\u2019s worth taking a step back and really thinking about who your customers are and what you need to do at each stage of their journey to attract them.\"})]});export const richText17=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yeah, I totally agree. And you probably have an even better perspective on this than I do since I\u2019m an SEO consultant. I only get a limited number of people reaching out or pitching me for work, whereas you have a much broader view of the situation from the client side.\"]}),/*#__PURE__*/e(\"p\",{children:\"How are clients reacting to all these AI developments? Are they worried? Excited? Do they feel the need to adapt and make sure they stay visible\u2014like in ChatGPT, for example? And more importantly, do they even understand what\u2019s really happening?\"}),/*#__PURE__*/e(\"p\",{children:\"We\u2019re in a transition phase where AI-driven search tools like ChatGPT and Perplexity are gaining market share, but Google is still the dominant player. And now, with Gemini, Google is also fully embracing AI. In the future, search results will likely become even more personalized\u2014essentially, AI Overviews on steroids.\"}),/*#__PURE__*/e(\"p\",{children:\"So, how are clients responding to these sudden shifts?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" To answer your question to either they are a bit excited or are they scared, the answer is Yes to both. They certainly don't want to be left behind. Sitting back and doing nothing\u2014only to realize that a key source of traffic and revenue is slowly disappearing, with competitors stepping in\u2014is a scary thought. It\u2019s also an opportunity. But right now, I don\u2019t think there\u2019s enough evidence to justify shifting a significant budget in that direction.\"]}),/*#__PURE__*/e(\"p\",{children:\"At this stage, it\u2019s more of an experimentation phase. It\u2019s about testing the waters, trying different approaches, and figuring out what works. Until there\u2019s clear ROI and a strong forecast showing increased demand, it\u2019s unlikely that companies will allocate a large portion of their budget to it.\"}),/*#__PURE__*/e(\"p\",{children:\"That said, no one has all the answers\u2014not even the platforms themselves. But businesses certainly don\u2019t want to be left behind.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, we have two clients with very different approaches. One is heavily procurement-led and wants us to demonstrate efficiency gains over time using AI. They\u2019ve researched the space, they know there are tools out there that can improve productivity, and they encourage us to use them\u2014not for content creation or strategy, but for things like research and workflow improvements.\"}),/*#__PURE__*/e(\"p\",{children:\"On the other hand, another client has a strict policy stating that AI must not be used under any circumstances. Even if we wanted to, they\u2019re not comfortable with it, and their stance is to let others experiment first. If and when they feel the technology is ready, they may reconsider.\"}),/*#__PURE__*/e(\"p\",{children:\"Neither approach is inherently right or wrong. It all comes down to company culture, values, and long-term strategy. As an agency, it\u2019s our job to align with that and support their vision.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" I\u2019d agree\u2014I'm getting mixed reactions. Some people are incredibly excited, eager to innovate, and right on the cutting edge. Others are more hesitant, even fearful, about the risks.\"]}),/*#__PURE__*/e(\"p\",{children:\"I also agree that I\u2019m not seeing anyone shift all their resources into AI just yet. But those who are adopting it are showing real interest. Their motivations vary\u2014some see AI as a huge cost-saving opportunity, others are driven by the competitive edge of being first, and some are viewing it through a customer-centric lens. They\u2019re thinking, My customers\u2019 needs and expectations are changing, and it\u2019s my responsibility to keep up.\"}),/*#__PURE__*/e(\"p\",{children:\"For the past couple of years, we\u2019ve been actively helping our clients prepare for this shift\u2014making AI feel more approachable, less intimidating, and easier to understand. The goal has been to help them figure out if they should take action, where to focus, and how to respond to AI\u2019s impact.\"}),/*#__PURE__*/e(\"p\",{children:\"Honestly, for a while, it felt eerily quiet\u2014almost like people were relieved to have someone confidently guiding them. But in the last couple of months, there\u2019s been a noticeable shift. Clients are now asking more proactively about AI search and what it means for their brand. It feels like it\u2019s really sinking in, and they\u2019re getting ready to dive in.\"})]});export const richText18=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yeah, when I talk about AI with clients, it's not just about visibility in AI environments. It\u2019s also about how we\u2019ve traditionally used technology to make our work easier or to accomplish things that, due to budget constraints or other limitations, weren\u2019t always possible before.\"]}),/*#__PURE__*/e(\"p\",{children:\"Now, with AI, some of those limitations are disappearing. I\u2019m not saying we should rely on AI to create entire short films on its own. But, for instance, AI can help us develop features for e-commerce that improve visualization\u2014like showing customers how a pair of glasses or boots would look on them in a more efficient and cost-effective way.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s more than just replacing old-school chatbots that frustrated users with pre-recorded, rigid responses. AI can enhance websites and user experiences in ways we couldn\u2019t before.\"}),/*#__PURE__*/e(\"p\",{children:\"And then there\u2019s another angle\u2014the impact on teams and employees. I know from friends in agencies that there\u2019s a mix of excitement about AI\u2019s possibilities, but also some fear. What happens if AI evolves so much that certain roles are no longer needed?\"}),/*#__PURE__*/e(\"p\",{children:\"So, how do you reassure your people? Yes, there are challenges, but what about the opportunities AI brings?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" Yeah, that's a good point. I get terrible flashbacks when you mention chatbots\u2014some of them are just awful. I don\u2019t even think they have \\\"I,\\\" let alone AI! But I get what you're saying about improving them\u2014if you can make them better, it\u2019s instantly worthwhile. And I also see the bigger picture in terms of how AI is shaping the future of education and technology.\"]}),/*#__PURE__*/e(\"p\",{children:'On another note, when we talk about how people discover content\u2014whether it\u2019s on platforms like TikTok or through tools like LLMs (Perplexity, ChatGPT, etc.)\u2014it\\'s clear that different audiences engage in different ways. For instance, TikTok and Instagram are crucial for brands targeting younger demographics. But AI is a bit different. It\u2019s not just another platform\u2014it\u2019s central to how all these platforms operate. Even if someone says, \"We just use Google, we don\u2019t use AI,\" the reality is that Google itself is powered by AI. So understanding how search results and recommendations are influenced by AI is essential\u2014you can\u2019t ignore it.'}),/*#__PURE__*/e(\"p\",{children:\"Another important point is how AI is reshaping the workforce, especially for those entering industries like search. Traditionally, there\u2019s been a clear career path\u2014starting as a graduate or exec-level employee, moving up to analyst, then strategist, and eventually working on bigger clients and more complex strategies. But with AI taking over certain entry-level tasks, there\u2019s a risk that new professionals won\u2019t get the foundational experience they need to grow into those strategic roles.\"}),/*#__PURE__*/e(\"p\",{children:\"From an agency perspective, this could create a long-term challenge. If AI handles more of the early-stage work, how do we ensure that new talent still develops the skills to lead client strategies down the line? It\u2019s something that might need to evolve within the industry. I\u2019m not sure if it\u2019s been explored in great depth yet, but it\u2019s definitely a concern for those at the start of their careers.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" And what do you think, Heather?\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" I just spent the past week speaking at several universities, including the University of Missouri. One thing that really stood out was how concerned students are about the ethical implications of AI. They\u2019re genuinely thinking about these issues, which is something to keep in mind for anyone looking to hire the next generation of talent.\"]}),/*#__PURE__*/e(\"p\",{children:\"When it comes to preparing our workforce for AI, our approach is to be proactive, not reactive. Knowledge is power, right? So we\u2019re making AI a core part of our discoverability strategy across three key pillars: how we do the work, where our brands show up, and what our customers are doing.\"}),/*#__PURE__*/e(\"p\",{children:\"The biggest focus for us right now is reducing friction in our work. That\u2019s been an easy sell for search talent, because let\u2019s be honest\u2014our industry has been doing things manually for a long time. Even those just entering the field are looking at processes like large data set analysis or keyword categorization and thinking, There has to be a better way to do this. And they\u2019re right\u2014many of these tasks should be at least partially automated. There\u2019s a lot of excitement about AI\u2019s potential in that space.\"}),/*#__PURE__*/e(\"p\",{children:\"At the same time, we\u2019re being very intentional about building training and learning resources so people can integrate AI tools into their workflow. Our agency has a proprietary AI platform called WPP Open, which brings together all the major AI models\u2014LLMs, DALL\\xb7E, Gemini, ChatGPT\u2014into one secure, centralized tool. This gives us seamless access to AI technologies for client work.\"}),/*#__PURE__*/e(\"p\",{children:\"Our focus right now is all about adoption and experimentation. The best way to lead our industry and guide our clients through this transformation is to dive in, test things out, and share what we learn.\"}),/*#__PURE__*/e(\"p\",{children:\"Of course, there\u2019s some trepidation\u2014especially with external economic and political pressures here in the U.S. There\u2019s uncertainty, and that naturally fuels concerns about AI replacing jobs. But our approach is to own it, embrace it, master it, and be confident in how we use AI to create value for our clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Hope that helps! Just wanted to add a little perspective.\"})]});export const richText19=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yes, I totally agree. Even though I\u2019m not an agency consultant, based on my own experience, one of the biggest positive side effects I\u2019ve noticed is how much time I can now save. So many tasks that used to feel tedious\u2014like manually tweaking title tags or meta descriptions\u2014can now be optimized and even automated more efficiently than before.\"]}),/*#__PURE__*/e(\"p\",{children:\"This is especially true for complex languages like Italian, Spanish, or German, where gendered words and different tenses often create challenges in international SEO. In the past, we\u2019d frequently get things wrong, but AI is finally making this process more manageable. That\u2019s a huge win.\"}),/*#__PURE__*/e(\"p\",{children:'But the most important thing I\u2019ve observed isn\u2019t just about automation\u2014it\u2019s how AI helps with deep research and structured thinking. I often use Gemini, but I also experiment with other AI models, including OpenAI, especially when I have an idea in my head that I can\u2019t fully articulate. AI helps me shape my thoughts by allowing me to interact with them in a sort of iterative conversation. Of course, I\u2019m always mindful that AI tends to be biased toward pleasing the user\u2014it might say, \"Oh, you\u2019re doing great!\" when I actually need an honest critique. That\u2019s why I make a point to tell it: \"Don\u2019t sugarcoat things\u2014be real with me.\"'}),/*#__PURE__*/e(\"p\",{children:'This process helps me find the right progression of thought, even when my ideas feel a little chaotic. I remember hearing someone say that AI can \"augment\" human thinking, and I believe that\u2019s exactly what\u2019s happening. It\u2019s almost like we\u2019re becoming Neuromancer-style marketers, enhanced by AI\u2019s capabilities.'}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s why I think agencies, consultants, and brands that embrace AI while still prioritizing the human factor will be the ones that truly stand out. Do you agree? And how are you incorporating this mindset into your work\u2014both with your team and your clients?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" I think part of understanding AI tools is just using them. Like you were saying, the more you use them, the more you start to see where they\u2019re actually useful. A recent example for me was booking a holiday\u2014I relied heavily on Perplexity, and it really helped streamline my search. I liked how it provided a one-page summary of information, making it easy to compare different options. It\u2019s especially great for things like \u201CWhere should I go on holiday in Europe this summer?\u201D or \u201CWhat are the pros and cons of different destinations?\u201D\"]}),/*#__PURE__*/e(\"p\",{children:\"Once you start identifying useful cases for yourself, you can begin to reverse-engineer how the tool works. You might think, Oh, this is quite useful\u2014where are these results coming from? It reminds me a bit of doing SEO back in 2003. In some ways, it feels like a step backward\u2014looking at sources manually and assessing their credibility.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, last week, I searched for the best SEO agencies in the UK. Out of the ten or so results listed, I had only heard of two\u2014even though I\u2019ve been in this industry for 20 years. That tells me the sources being pulled in aren\u2019t necessarily the most authoritative. But at the same time, people are searching for this type of information, and AI is surfacing something, even if the accuracy isn\u2019t perfect.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s tricky to gauge search demand at this stage, but you can start making assumptions about what AI is pulling in for different queries. And like I said, reverse-engineering that process can be really useful. If your whole team starts experimenting with AI in this way, you'll begin spotting opportunities\u2014especially when thinking about client challenges. You can ask, At what stage of a search journey would AI be helpful? And from there, you can strategically think about how to position your clients to be surfaced more consistently in these results.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Yeah, I\u2019m thinking about it.\"]}),/*#__PURE__*/e(\"p\",{children:\"I completely agree with everything Kevin just said. But I\u2019m also looking at it from a slightly different angle\u2014specifically, how we encourage our clients to integrate this into their conversations about search. As for how we do it, I\u2019m fully aligned with Kevin.\"}),/*#__PURE__*/e(\"p\",{children:\"Right now, we\u2019re experimenting\u2014showing clients what\u2019s possible, learning from each other, and refining our understanding of use cases. The goal is to get better at applying these insights.\"}),/*#__PURE__*/e(\"p\",{children:\"To keep it simple for clients, I\u2019ve been framing it in terms of the role different searchable platforms play. I actually created a tool that breaks down the common types of search engines and how people use them. Interestingly, many of these platforms aren\u2019t traditional search engines; they\u2019re just platforms with heavily used search functions that provide valuable customer insights.\"}),/*#__PURE__*/t(\"p\",{children:[\"For example, you have \",/*#__PURE__*/e(\"strong\",{children:\"traditional search engines\"}),'\u2014Google, Bing, Yahoo, Baidu, Yandex, DuckDuckGo. These are the \"everything engines,\" the starting point for broad online searches, giving access to exhaustive information across the internet.']}),/*#__PURE__*/t(\"p\",{children:[\"Then there are \",/*#__PURE__*/e(\"strong\",{children:\"social and entertainment searchable platforms\"}),\"\u2014YouTube, Facebook, Instagram, TikTok, Pinterest, LinkedIn. Here, people expect to find content, entertainment, inspiration, trends, and connections in a more social, communal setting.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Now, we\u2019re entering the world of \",/*#__PURE__*/e(\"strong\",{children:\"conversational AI search experiences\"}),\". Instead of searching, gathering information, backing out, searching again, and trying to piece everything together manually, AI-driven search lets users interact with information in a fluid, synthesized way. Customers expect a back-and-forth dialogue\u2014where AI answers their questions, synthesizes insights, and accelerates tasks in real time.\"]}),/*#__PURE__*/t(\"p\",{children:[\"By explaining the distinctions between \",/*#__PURE__*/e(\"strong\",{children:\"traditional search, social search, retail search, mobile search, vertical search, voice search, and AI search\"}),\", we help clients see the bigger picture. Connecting these dots makes it clear why they need to integrate AI into their strategy\u2014because AI-powered search is becoming the norm across all these spaces.\"]})]});export const richText20=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yeah. In fact, I think the real revolution hasn\u2019t arrived yet. We\u2019ve had glimpses of it\u2014for instance, in complexity, with multimodal searches and responses. But I believe the real game-changer is still ahead, and our good friend Google has a strong hand to play.\"]}),/*#__PURE__*/e(\"p\",{children:\"Personally, I\u2019m still waiting for Google to deliver on what it announced over a year ago\u2014MUM. More than a year has passed, and we still haven\u2019t seen a true integration of MUM into search. I\u2019m talking about a seamless blend of conversational search, visual search, and classic text-based search across all devices. Technically, Google already allows you to continue a search across different devices, but the real transformation hasn\u2019t happened yet.\"}),/*#__PURE__*/e(\"p\",{children:\"Imagine this: You're watching a YouTube video on your TV. You see something interesting in the background, and with a simple voice command, you ask Google to search for that object. The search starts visually, then seamlessly transitions to your phone, where you can continue exploring. That kind of fluid, intuitive search experience\u2014that\u2019s what I consider a real revolution.\"}),/*#__PURE__*/e(\"p\",{children:\"Right now, it feels like Google is just dangling the carrot in front of us.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc: \"}),\"Think about all the different platforms and devices people use to search. It reminds me of when we were obsessed with mobile devices, and then later, the Internet of Things. We need to understand every platform people search on. That\u2019s the goal.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Because search is liquid also in this sense. It started from a video or YouTube. YouTube now has more views on television, TV set, than on a desktop or a computer.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" I saw \",/*#__PURE__*/e(i,{href:\"https://turingfest.com/videos/tom-anthony-beyond-google-why-2025-will-see-the-end-of-era/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"a fantastic talk at Turin Fest last year by Tom Anthony from SearchPilot\"})}),\". He discussed how the next big shift in search will likely be personalization. Once search engines integrate more deeply with your data\u2014like your mobile apps\u2014queries will become much more tailored. For example, if you ask, 'Where should I go on holiday?' and the system knows your past travel preferences, it can provide recommendations that are highly personalized rather than just generic suggestions for everyone.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yeah, totally. But this also makes me think of two questions. One is more of a consideration, more of an observation. There\u2019s this really strong relationship\u2014one that has always existed but is now even more pronounced\u2014between what we generally call branding and SEO.\"]}),/*#__PURE__*/e(\"p\",{children:\"The other question is about hyper-personalization. How effective is it really? Because while hyper-personalization can be great, it also has its limitations. It can end up limiting discovery instead of broadening it. Take Netflix, for example\u2014I get bored seeing the same types of recommendations over and over just because the algorithm knows I love sci-fi. Instead, I\u2019d rather have it suggest something new, something with, say, at least an 8.0 rating on IMDb or Rotten Tomatoes, rather than another mediocre sci-fi film with a 3.0 rating. There needs to be a good balance\u2014personalization, yes, but without trapping users in a narrow bubble of content.\"}),/*#__PURE__*/e(\"p\",{children:\"So, how do you see this balance playing out when it comes to SEO and branding? How can we use classic SEO tools\u2014good content, quality content, well-planned campaigns\u2014not just to rank, but to actually push branding? Specifically, how do we ensure that people search for a brand alongside relevant queries, so that the brand gets embedded in search history? That way, it has a better chance of being surfaced again in future searches or even in AI-generated responses.\"}),/*#__PURE__*/e(\"p\",{children:\"Are you actively working on this side of marketing?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" I think this is a natural extension of what we\u2019ve been doing for a while. For a long time now, the focus has been on topics rather than just keywords. If you go back far enough, there was a time when SEO strategies revolved around landing pages targeting individual keywords. But that approach has been outdated for at least a decade.\"]}),/*#__PURE__*/e(\"p\",{children:\"Now, it\u2019s much more about topics\u2014about creating the best possible content around a given subject. A strong piece of content can rank for multiple keyword variations, which ties into the broader goal of becoming an authority in your space. The question now is: how do you create content that truly deserves to rank?\"}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s where digital PR comes in. Building awareness on external publishers across different topics is not only beneficial for SEO but also likely valuable from an LLM (Large Language Model) perspective. The more your brand is referenced in credible sources, the more likely it is to be recognized and surfaced in AI-driven results.\"}),/*#__PURE__*/e(\"p\",{children:\"At a more tactical level, it\u2019s worth understanding which sources LLMs frequently reference. This varies by platform, depending on how they curate and compile information. The more insight you have into these sources, the better your chances of being included\u2014especially if there are gaps in the content universe they pull from.\"}),/*#__PURE__*/e(\"p\",{children:\"To me, that\u2019s the biggest shift. But beyond that, most of what you should be doing for SEO still applies: building a strong, reputable brand that naturally gets picked up in these areas. The key difference now is understanding how LLMs prioritize content. If you can identify high-value areas in their criteria, you can align with them\u2014not to game the system, but to work within it effectively.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" I\u2019ve always believed it\u2019s important to think beyond just a website or Google, but now more than ever, it's crucial to consider the optimization of your entire digital portfolio\u2014your owned, earned, and influenced digital assets.\"]}),/*#__PURE__*/e(\"p\",{children:\"You mentioned digital PR. While you may not have full control over everything that happens there, you can absolutely influence it. And with AI-driven search now scraping and synthesizing information from multiple sources rather than pulling from just one at a time, that information could come from anywhere.\"}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s why we\u2019re having deeper conversations with brands about what their digital brand experience really means. We encourage them to take a more holistic approach\u2014not just in optimizing their digital presence but also in refining their media campaigns and brand experiences. The goal is to ensure that when people encounter the brand in search results, including AI-generated ones, it aligns with the promises made in branding campaigns.\"}),/*#__PURE__*/e(\"p\",{children:\"We\u2019re also closely examining how search behaviors are evolving\u2014how people look up industries, brands, competitors, topics, entertainment, information, transactions, and more across different searchable platforms.\"}),/*#__PURE__*/e(\"p\",{children:\"Interestingly, this pairs beautifully with social listening and strategy. By identifying shifts in search behavior, we can fuel more real-time insights, campaigns, and content, making brands more responsive to market trends and the triggers that drive people to search in the first place.\"})]});export const richText21=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yeah, it's an interesting topic\u2014really fascinating, actually. I think we're going to see a lot of creativity in this space.\"]}),/*#__PURE__*/e(\"p\",{children:\"What I was saying about the human touch in AI\u2014we\u2019ve always been supportive of AI, but let\u2019s take a step back in time. Around five years ago, the conversation was completely different. We were all focused on something else: COVID-19.\"}),/*#__PURE__*/e(\"p\",{children:\"I remember how massive its impact was\u2014it affected everyone\u2019s life in some way. But I\u2019m curious, what did it mean for you? Specifically, how did it impact the life of your agency? You were already working at that time, Kevin. You were with Signal, and now you have your own agency. So what did that period represent for you?\"}),/*#__PURE__*/e(\"p\",{children:\"What, if anything, would you change about how things unfolded? And what lessons or changes from that time have you carried forward? For example, Kevin, the fact that your agency is fully remote now\u2014would you say that\u2019s a direct result of that shift?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" Yeah, I think that\u2019s definitely been the biggest impact for us. We had an office in London for about eight years, but we had already transitioned from a four-day workweek to three days in the office, with the rest remote. That setup put us in a good position for COVID\u2014everything was cloud-based, and we were already comfortable working from home.\"]})]});export const richText22=/*#__PURE__*/e(o.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Pro Tip\"}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Whether you're at home or in the office, collaborate freely with your team in Advanced Web Ranking, at no additional cost. \",/*#__PURE__*/e(i,{href:\"https://app.advancedwebranking.com/signup\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Start your free trial today!\"})})]})});export const richText23=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"One major shift was how it changed our hiring approach. We no longer needed to recruit within a certain radius, which broadened our talent pool. Now, our entire team is UK-based, but there\u2019s no single office location that would be commutable for everyone. That\u2019s shaped our culture\u2014we look for people who are self-motivated and can work effectively in a remote environment.\"}),/*#__PURE__*/e(\"p\",{children:\"That said, this isn\u2019t lockdown-era remote work. We still meet in person for client meetings, QBRs, leadership sessions, workshops, and team get-togethers. There\u2019s still value in face-to-face collaboration, even in a remote-first model.\"}),/*#__PURE__*/e(\"p\",{children:\"Another big shift has been our focus on e-commerce. Pre-COVID, we worked across B2C industries like travel, retail, and finance, but the pandemic accelerated e-commerce growth. While that boom has slowed in the last couple of years, e-commerce remains our strongest sector, and we\u2019ve doubled down on it. From an agency perspective, it simplifies things\u2014we work with clients facing similar challenges, which streamlines our processes and makes our sales and marketing efforts more focused.\"}),/*#__PURE__*/e(\"p\",{children:\"So while COVID wasn\u2019t necessarily the direct driver of all these changes, it sped up the evolution of trends that were already underway.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" And what did that mean for such a large global agency, where coordinating across all the headquarters worldwide is usually a key task? What changes did it bring, and maybe even accelerate?\"]}),/*#__PURE__*/t(\"p\",{children:[\"\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Being a global agency with an established network around the world gave us some advantages. But the pandemic really pushed us to pick up the pace\u2014and honestly, it opened up a lot of new connections. Before COVID, we probably interacted more in person, focusing on the people immediately around us. But the pandemic broadened our reach, connecting us with professionals across the globe who we might not have worked with otherwise.\"]}),/*#__PURE__*/e(\"p\",{children:\"Now, the challenge is finding the right balance. We're definitely moving back toward our offices worldwide, but we\u2019ve embraced a hybrid model\u2014some in-office work, some remote. We believe our agency isn\u2019t just about delivering work; it\u2019s a relationship-driven business. Serving clients goes beyond search alone. To grow, we need to cross paths with different disciplines, collaborate organically, and uncover new opportunities.\"}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s why having a globally connected team, centralized sources of truth, and a strong infrastructure for sharing and exporting successful strategies was invaluable during the pandemic.\"}),/*#__PURE__*/e(\"p\",{children:\"Looking ahead, aside from returning to in-person collaboration\u2014which is great\u2014the bigger challenge is navigating the shifting economic landscape. As Kevin mentioned, the brands we work with span different industries, each experiencing unique challenges. The pandemic brought a boom for e-commerce as spending shifted online, but now, marketers are facing a different challenge: explaining to clients why that surge didn\u2019t continue indefinitely. What looks like a decline is often just a return to normal\u2014not every year can be a record-breaking pandemic year.\"}),/*#__PURE__*/e(\"p\",{children:'That shift creates complexity. Our job is to help clients understand what \"real\" looks like in today\u2019s market. And on top of that, AI is changing everything, making it even harder to define what\u2019s real.'}),/*#__PURE__*/t(\"p\",{children:[\"\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yeah.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),' I totally agree. During COVID, I spoke with the head of retail at KPMG, and they were predicting that the pandemic would accelerate digital transformation by seven to eight years. But like you said, that wasn\u2019t entirely real. It wasn\u2019t a natural shift\u2014it was more of a \"we have to do this now\" situation.']}),/*#__PURE__*/e(\"p\",{children:\"Everything was fast-tracked because it was mission-critical. And now, we're seeing a reset of the baseline. I think you're right\u2014everyone is just looking at the last 12 months and asking, \\\"How do we add a few extra percentage points on top of that?\\\" without acknowledging that the massive spike we saw during COVID wasn\u2019t sustainable or something we can rely on moving forward.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" COVID was the most searched topic ever. At first, it completely overshadowed everything that wasn\u2019t COVID\u2014which was pretty interesting. But then, yeah, the big e-commerce boom happened, and you have to connect the dots between those two.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" Yeah. Toilet roll sales have probably gone down.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" I don\u2019t need to buy more exercise equipment.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" Exactly.\"]})]});export const richText24=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Alright, let me throw in one last serious question. This one\u2019s a quick one\u2014more of a classic, well-tested question.\"]}),/*#__PURE__*/e(\"p\",{children:\"The challenge I\u2019ve seen, both from a distance and through friends in agencies like yours, is maintaining excellence in an agency setting. I feel like there are very few industries, like search or digital marketing, where people move so fast in their careers.\"}),/*#__PURE__*/e(\"p\",{children:\"So, how do agencies\u2014especially yours\u2014retain that excellence, the very thing that defines their success? Is it more about offering great benefits, or is it really about aligning the agency\u2019s vision with that of the individual? In other words, creating an environment where someone thinks, I don\u2019t want to leave because I do great work here, even if another agency offers a slightly bigger paycheck.\"}),/*#__PURE__*/e(\"p\",{children:\"How do you approach that?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Yeah, there\u2019s a lot of opportunity for search professionals out there, but the job market is definitely getting tougher. So why would a search practitioner choose a big, creative, multidisciplinary agency like ours?\"]}),/*#__PURE__*/e(\"p\",{children:\"Humbly speaking, search isn\u2019t the center of the universe here. We\u2019re not the star player\u2014we\u2019re just about 1% of what the entire agency does. And that\u2019s humbling. It\u2019s a reminder that we\u2019re part of a much bigger, interconnected network.\"}),/*#__PURE__*/e(\"p\",{children:\"But if you love collaborating across disciplines, tackling problems that don\u2019t have obvious solutions, and working at the intersection of different fields, this is an incredibly exciting place to be. Every day brings new, complex challenges that go beyond traditional SEO\u2014we solve unique discoverability problems. If that excites you, and you thrive on creative problem-solving, I think we can offer meaningful, inspiring, and challenging work.\"}),/*#__PURE__*/e(\"p\",{children:\"Beyond that, as a global agency with strong leadership, we offer great benefits, professional development opportunities, and the chance to work alongside some of the smartest people I\u2019ve ever met. Truly. I\u2019m not exaggerating. Across all areas of expertise, I\u2019ve been here for almost 11 years, and I can honestly say I\u2019ve learned something new every single day.\"}),/*#__PURE__*/e(\"p\",{children:\"This is the perfect environment for people who crave learning, creativity, and dynamic problem-solving. But if you prefer a steady, predictable job where every day looks the same\u2026 well, we might be a little too creatively chaotic for that.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Thatt's cool.\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" Whatever the cost\u2014maybe an extra $10,000\u2014it\u2019s really about understanding where people will thrive and enjoy spending their time. When you mentioned this, I jotted down a list of key points, but I think it all starts with a clear vision and aligned values.\"]}),/*#__PURE__*/e(\"p\",{children:'Where are you going? What type of company are you? Your values define your way of working\u2014not in a \"good or bad\" sense, but in terms of fit. When your values are clear, you can make stronger hiring decisions with greater confidence that someone will succeed in your organization. Being selective is crucial, both when recruiting and when choosing clients.'}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s easy to fall into a downward spiral: you need to win a client, so you take on the wrong one. Because of that, you hire the wrong person. And that rarely ends well. More often than not, you end up having to untangle the mess later. Instead, having a clear direction and the patience to stick to it\u2014no matter how long it takes\u2014is what keeps you on the right path.\"}),/*#__PURE__*/e(\"p\",{children:'People also need to be rewarded. There\u2019s a quote I like: \"Everything is about money, but salary isn\u2019t the only currency.\" Yes, compensation matters, but there are many other factors at play. Flexibility, for example, is a major one.'}),/*#__PURE__*/t(\"p\",{children:[\"Treat people like adults\u2014it sounds obvious, but it\u2019s crucial. \",/*#__PURE__*/e(i,{href:\"https://www.danpink.com/books/drive/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Dan Pink talks about this in his book, emphasizing Autonomy, Mastery, and Purpose\"})}),\". People do their best work when they feel trusted and empowered. And give them great clients. The best people want to work on the best accounts. If they\u2019re solving complex, meaningful problems\u2014sometimes challenging ones\u2014that\u2019s where they thrive.\"]}),/*#__PURE__*/e(\"p\",{children:\"Being selective works both ways. If your organization has high standards, it naturally attracts the right people while filtering out those who might not be the best fit. You don\u2019t want to settle for mediocrity. You want the best clients, the best people, and a culture of excellence running through the company.\"}),/*#__PURE__*/e(\"p\",{children:\"And lastly\u2014always keep learning. If every year feels like Groundhog Day, that\u2019s a problem. You should be evolving, taking on new clients, and keeping things fresh and exciting.\"}),/*#__PURE__*/e(\"p\",{children:\"One more thing: a friend who runs a recruitment agency once told me that if someone has three or more close friends within an organization, they\u2019re far more likely to stay. People want to work with people they like. Building a strong, connected culture isn\u2019t just a nice-to-have\u2014it\u2019s a key factor in retaining top talent.\"})]});export const richText25=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Great. That was a great answer\u2014really insightful for me. I come at this from the opposite side, working as a consultant. Even though I collaborate a lot with various agencies, I usually approach these things from our perspective.\"]}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s wrap up this amazing conversation\u2014I\u2019ve really enjoyed it!\"}),/*#__PURE__*/e(\"p\",{children:\"Now, a quick question. I\u2019d love for you to answer it instantly, without overthinking\u2014just go with what comes from the heart rather than the brain. That way, it\u2019ll give both you and the people watching or listening a more genuine glimpse of who you are.\"}),/*#__PURE__*/e(\"p\",{children:\"So, let\u2019s switch gears. First question: Before Heather, then Kevin\u2014what\u2019s your favorite word?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" My favorite word?\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yes.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Oh gosh, no pressure: onomatopoeia. That was the first one that came to mind, because I can spell it without looking at it.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" And you Kevin, what is your favorite word?\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" Yeah, this feels like the hardest question you've asked. But I just looked down at my notes and saw the word learning, so that just stood out to me as it's a good thing to focus on.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" That's funny.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" What throws you off?\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" People who are not solution focused, who just want to wallow instead of solving problems. That throws me off.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\"It's funny you said, I laugh because mine's pretty much the same, which is just over complicating stuff. It doesn't need to be over complicated.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" That's a good one.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Let's go sensorial. What is the sound you like the most?\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Wrestling leaves with birds. Birds in the background any day of the week.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" I've been playing a lot of tennis recently, so hitting a winner, hitting a smash, something like that always sounds quite satisfying.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" And if you weren't doing what you are doing, maybe this is easier for you Heather, what kind of profession would you love to have?\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" That one is easy for me. I went to school to be a journalist. I started my career as a journalist. In another life, I would be an investigative conservation photo journalist focused on wildlife.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" See you next on National Geographic!\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Yes, exactly. Call me Nat Geo, call me!\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" I feel like I've been on a bit of a marketing path for a while, but weirdly at school I wanted to be a sports journalist. I'm just like sports mad. So yeah, I feel like I've copied your answers a couple of times, but if I think back before marketing, it would certainly be down that sort of path.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Cool. And let's end with a laugh. Heather, what is your favorite curse word?\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Favorite curse word? I'm a lover of the F word. It just, am I allowed to say it on this? It just has such a hard F and a hard K and it's just emphatic and confident. It's my favorite curse word.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" And you, Kevin?\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Kevin Gibbons:\"}),\" I'm British, so I don't swear, obviously, but sticking to the sports theme, my favourite curse word is probably Manchester United, so as a big Liverpool fan.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Learn, Kevin.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" That's fine. That's fine. Okay. So thank you again. It was a really great conversation. I really loved it. And maybe in the future we\u2019ll have a second one.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Heather Physioc:\"}),\" Would love that. What a great dialogue. Thank you so much for hosting us, Gianluca. I can't wait to see it live.\"]})]});export const richText26=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"In the fourth quarter, the average clickthrough rate for websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"in the \",/*#__PURE__*/e(\"strong\",{children:\"Science \"}),\"industry was\",/*#__PURE__*/e(\"strong\",{children:\" 19.06%\"}),\", while\",/*#__PURE__*/e(\"strong\",{children:\" Law, Government, & Politics\"}),\" websites enjoyed a much higher average CTR of \",/*#__PURE__*/e(\"strong\",{children:\"38.45%\"}),\" for the same position.\\xa0\"]}),/*#__PURE__*/e(\"img\",{alt:\"Science vs  Law, Government, & Politics CTR\",className:\"framer-image\",height:\"450\",src:\"https://framerusercontent.com/images/u0tm0kO28WipqYDGobuEIsYrU.png\",srcSet:\"https://framerusercontent.com/images/u0tm0kO28WipqYDGobuEIsYrU.png?scale-down-to=512 512w,https://framerusercontent.com/images/u0tm0kO28WipqYDGobuEIsYrU.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/u0tm0kO28WipqYDGobuEIsYrU.png 1600w\",style:{aspectRatio:\"1600 / 900\"},width:\"800\"}),/*#__PURE__*/t(\"p\",{children:[\"The gap in clickthrough rates between these industries has nearly tripled in just one quarter, jumping from 5.96 to 19.39 percentage points. This underscores the dynamic nature of CTR benchmarks across industries and from quarter to quarter. Our latest analysis of \",/*#__PURE__*/e(i,{href:\"https://www.advancedwebranking.com/free-seo-tools/google-organic-ctr\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Google CTR\"})}),\" changes offers valuable insights into potential traffic variations, even if your website's rankings and impressions stay consistent.\"]})]});export const richText27=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Methodology\"})}),/*#__PURE__*/e(\"p\",{children:\"We calculated the CTR averages for each position for Q4 2024 (October-December interval) and compared them against the ones retrieved for Q3 2024 (July-September). All significant changes were included in this analysis and expressed as percentage points (pp).\"}),/*#__PURE__*/e(\"p\",{children:\"The data set is international and comprises all the available markets such as the US, UK, etc.\"}),/*#__PURE__*/e(\"p\",{children:\"Since clicks and impressions go hand in hand when projecting estimated traffic, we also correlated these CTR changes with search demand data at an industry level.\"})]});export const richText28=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Before diving into the quarterly breakdown, let's examine the year-over-year CTR changes by comparing average position-specific CTRs from 2024 to those of 2023.\"}),/*#__PURE__*/t(\"p\",{children:[\"The CTR values were significantly impacted on both desktop and mobile devices at the top. Specifically, websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"recorded a \",/*#__PURE__*/e(\"strong\",{children:\"1.15 pp increase\"}),\" in CTR, while on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\", the changes affected the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"second\"}),\", which noticed a \",/*#__PURE__*/e(\"strong\",{children:\"1.22 pp drop\"}),\".\"]})]});export const richText29=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Websites ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"first four positions\"}),\" for \",/*#__PURE__*/e(\"strong\",{children:\"informational \"}),\"queries (containing words such as what, when, where, how, etc.) recorded a \",/*#__PURE__*/e(\"strong\",{children:\"combined 7.31 pp loss\"}),\" in CTR on \",/*#__PURE__*/e(\"strong\",{children:\"desktop\"}),\".\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[\"Simultaneously, the analysis of data from the \",/*#__PURE__*/e(i,{href:\"https://www.advancedwebranking.com/free-seo-tools/google-ai-overview\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"free AIO tool\"})}),\" reveals a significant \",/*#__PURE__*/e(\"strong\",{children:\"increase \"}),\"in the \",/*#__PURE__*/e(\"strong\",{children:\"prevalence of AI Overviews\"}),\" in Google search results during Q4, rising by an average of \",/*#__PURE__*/e(\"strong\",{children:\"8.83 percentage points\"}),\" (from 33.68% to 42.51%) compared to Q3:\"]}),/*#__PURE__*/e(\"img\",{alt:\"Advanced Web Ranking AIO Tool\",className:\"framer-image\",height:\"517\",src:\"https://framerusercontent.com/images/vnrfJewPXVAcxqo9FdpR0hdAu8.png\",srcSet:\"https://framerusercontent.com/images/vnrfJewPXVAcxqo9FdpR0hdAu8.png?scale-down-to=512 512w,https://framerusercontent.com/images/vnrfJewPXVAcxqo9FdpR0hdAu8.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/vnrfJewPXVAcxqo9FdpR0hdAu8.png 1585w\",style:{aspectRatio:\"1585 / 1035\"},width:\"792\"}),/*#__PURE__*/e(\"p\",{children:\"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. While other factors, such as the prominence of featured snippets or ad packs could also contribute to CTR fluctuations, the growing presence of AI Overviews is a factor worth considering.\"}),/*#__PURE__*/e(\"img\",{alt:\"Informational desktop queries, Q3 vs Q4 2024\",className:\"framer-image\",height:\"450\",src:\"https://framerusercontent.com/images/aq1eWtiDSP34zkIoUfFxD39CGk.png\",srcSet:\"https://framerusercontent.com/images/aq1eWtiDSP34zkIoUfFxD39CGk.png?scale-down-to=512 512w,https://framerusercontent.com/images/aq1eWtiDSP34zkIoUfFxD39CGk.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/aq1eWtiDSP34zkIoUfFxD39CGk.png 1600w\",style:{aspectRatio:\"1600 / 900\"},width:\"800\"})]});export const richText30=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Pro Tip\"})}),/*#__PURE__*/t(\"p\",{children:[\"Understanding SERP dynamics requires more than just tracking keyword rankings. Advanced Web Ranking's \u2018pixel depth\u2019 metric shows how far down the page your listing appears. \",/*#__PURE__*/e(i,{href:\"https://app.advancedwebranking.com/signup\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Try it out for free\"})}),\"!\"]})]});export const richText31=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"On \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\", nevertheless, the changes for informational queries went in the opposite direction, affecting the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"only, which witnessed almost \",/*#__PURE__*/e(\"strong\",{children:\"1.81 pp growth\"}),\" in clickthrough rate.\"]}),/*#__PURE__*/t(\"p\",{children:[\"As for the \",/*#__PURE__*/e(\"strong\",{children:\"commercial \"}),\"queries (containing words such as buy, price, etc.), surprisingly, the websites ranked first weren\u2019t quite influenced by the changes. However, those ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"second position\"}),\" registered a \",/*#__PURE__*/e(\"strong\",{children:\"1.06 pp drop\"}),\" in CTR on \",/*#__PURE__*/e(\"strong\",{children:\"desktop\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"A similar trend occurred for \",/*#__PURE__*/e(\"strong\",{children:\"location \"}),\"searches (containing words such as near, from, nearby, directions, maps, etc.), where the websites ranked first weren\u2019t significantly affected. As for those ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"second \"}),\"and \",/*#__PURE__*/e(\"strong\",{children:\"third positions \"}),\"on \",/*#__PURE__*/e(\"strong\",{children:\"desktop\"}),\", the CTR \",/*#__PURE__*/e(\"strong\",{children:\"dropped \"}),\"by a \",/*#__PURE__*/e(\"strong\",{children:\"combined 3.35 pp\"}),\" (2.10 for those ranked second, and 1.25 pp for those ranked third).\"]})]});export const richText32=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"On desktop, while there was no real change on shorter queries, the CTR values for the websites ranked on searches \",/*#__PURE__*/e(\"strong\",{children:\"containing four or more keywords\"}),\" experienced some significant drops. More exactly, the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"second \"}),\"on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"recorded a\",/*#__PURE__*/e(\"strong\",{children:\" 1.73 pp loss\"}),\" in CTR, while those ranked \",/*#__PURE__*/e(\"strong\",{children:\"third \"}),\"registered a \",/*#__PURE__*/e(\"strong\",{children:\"1.02 pp drop\"}),\".\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[\"On the other hand, on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\", the changes affected the websites ranked for shorter queries (\",/*#__PURE__*/e(\"strong\",{children:\"1-word\"}),\" only), which recorded a \",/*#__PURE__*/e(\"strong\",{children:\"1.94 pp increase\"}),\" in CTR for the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first\"}),\".\\xa0\"]})]});export const richText33=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"To better understand traffic fluctuations across different industries, we'll incorporate search demand data into our analysis. By correlating changes in clickthrough rates with industry search demand, we can pinpoint the factors driving traffic growth or decline, even when website rankings remain consistent.\"}),/*#__PURE__*/e(\"p\",{children:\"A website likely experiences organic traffic growth when it sees both increased position CTRs and a surge in industry search demand.\\xa0 Conversely, declining CTRs coupled with decreased industry search demand can lead to traffic reduction.\"}),/*#__PURE__*/e(\"p\",{children:\"This chapter will be presented in two parts, based on how search demand evolved between quarters.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A. Industries where the search demand increased\"})}),/*#__PURE__*/t(\"p\",{children:[\"In the \",/*#__PURE__*/e(\"strong\",{children:\"Careers\"}),\" industry, the websites ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"first three positions\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"registered a \",/*#__PURE__*/e(\"strong\",{children:\"combined 4.34 pp loss\"}),\" in clickthrough rate (1.87 pp for those ranked first, 1.41 pp for those ranked second, and 1.06 pp for those ranked in the third position). As for the \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"queries, the CTR changes went in the opposite direction and affected the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first\"}),\", which recorded a \",/*#__PURE__*/e(\"strong\",{children:\"1.46 pp growth\"}),\". Here, the search demand more than tripled, recording an impressive +334.36% boost.\"]}),/*#__PURE__*/t(\"p\",{children:[\"As expected, the \",/*#__PURE__*/e(\"strong\",{children:\"Shopping \"}),\"industry experienced a surge in search demand during the fourth quarter, driven by events like Black Friday and the holiday season. Our \",/*#__PURE__*/e(i,{href:\"https://www.advancedwebranking.com/free-seo-tools/search-demand-trends\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"search demand tool\"})}),\" confirmed this with a +142.88% increase in recorded impressions. However, despite this increased demand, the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"saw a \",/*#__PURE__*/e(\"strong\",{children:\"1.39 pp drop\"}),\" in CTR on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"and a \",/*#__PURE__*/e(\"strong\",{children:\"1.96 pp decline\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"The \",/*#__PURE__*/e(\"strong\",{children:\"Family & Parenting\"}),\" industry got on the falling slope this time. Here, the \",/*#__PURE__*/e(\"strong\",{children:\"top three websites\"}),\" experienced a \",/*#__PURE__*/e(\"strong\",{children:\"combined 6.47 pp decrease\"}),\" in CTR on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"searches (2.96 pp for those ranked first, 2.12 pp for those in the second position, and 1.39 pp for those ranked third). The drop in CTR was consistent on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\", as well, where websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"second lost\"}),\", on average, \",/*#__PURE__*/e(\"strong\",{children:\"1.52 pp loss\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"On a more positive note, this market registered a +117.72% growth in search demand.\"}),/*#__PURE__*/t(\"p\",{children:[\"Gladly, while people\u2019s interest in \",/*#__PURE__*/e(\"strong\",{children:\"Education \"}),\"grew in Q4, being translated into a +91.51% increase in impressions, the CTR values experienced contrasting changes this time. Here, on desktop, the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"witnessed a \",/*#__PURE__*/e(\"strong\",{children:\"5.94 pp growth\"}),\", those ranked in the\",/*#__PURE__*/e(\"strong\",{children:\" second position\"}),\" registered a\",/*#__PURE__*/e(\"strong\",{children:\" 2.15 pp loss\"}),\", while those ranked \",/*#__PURE__*/e(\"strong\",{children:\"third \"}),\"recorded a \",/*#__PURE__*/e(\"strong\",{children:\"1.29 pp drop\"}),\". Surprisingly, on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\", the websites ranked first weren\u2019t influenced by the changes, while those ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"second position\"}),\" registered a \",/*#__PURE__*/e(\"strong\",{children:\"1.80 pp decline\"}),\" in CTR.\"]}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s time to turn our attention to the fourth quarter\u2019s highest increase in clickthrough rate for a single position: the \",/*#__PURE__*/e(\"strong\",{children:\"Law, Government, & Politics \"}),\"category. Here, the clickthrough rate for websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first grew\"}),\", on average, by a remarkable \",/*#__PURE__*/e(\"strong\",{children:\"7.39 pp\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"and by \",/*#__PURE__*/e(\"strong\",{children:\"6.96 pp\"}),\" on queries made from \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"Law, Government, & Politics  CTR\",className:\"framer-image\",height:\"256\",src:\"https://framerusercontent.com/images/lsEFsyZzxoARbZPXDtMR4Gu8z4.png\",srcSet:\"https://framerusercontent.com/images/lsEFsyZzxoARbZPXDtMR4Gu8z4.png?scale-down-to=512 512w,https://framerusercontent.com/images/lsEFsyZzxoARbZPXDtMR4Gu8z4.png 1024w\",style:{aspectRatio:\"1024 / 512\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(i,{href:\"https://ctt.ac/13VKN\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Share on X\"})})}),/*#__PURE__*/e(\"p\",{children:\"Simultaneously, this market\u2019s overall search demand increased substantially, by +68.66%.\"}),/*#__PURE__*/t(\"p\",{children:[\"With \",/*#__PURE__*/e(i,{href:\"https://www.advancedwebranking.com/blog/ctr-google-2024-q1\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"no major changes since Q1 2024\"})}),\", the CTR for the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"on queries made from \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"devices in the \",/*#__PURE__*/e(\"strong\",{children:\"Food & Drink \"}),\"industry, \",/*#__PURE__*/e(\"strong\",{children:\"grew\"}),\", on average, by \",/*#__PURE__*/e(\"strong\",{children:\"1.67 pp\"}),\". At the same time, the total number of impressions increased remarkably, by +52.32%.\"]}),/*#__PURE__*/t(\"p\",{children:[\"A similar trend occurred in the \",/*#__PURE__*/e(\"strong\",{children:\"Hobbies & Interests\"}),\" industry, where just like in the Food & Drink market, after two dormant quarters, the clickthrough rate values experienced changes once again. Here, the websites ranked in the\",/*#__PURE__*/e(\"strong\",{children:\" first three positions\"}),\" recorded \",/*#__PURE__*/e(\"strong\",{children:\"drops \"}),\"in CTR on both \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"(\",/*#__PURE__*/e(\"strong\",{children:\"9.39 pp combined\"}),\") and \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"queries (\",/*#__PURE__*/e(\"strong\",{children:\"3.78 pp combined\"}),\"). On a more positive note, this market registered a growth of +48.45% in search demand.\"]}),/*#__PURE__*/t(\"p\",{children:[\"The \",/*#__PURE__*/e(\"strong\",{children:\"Society \"}),\"industry closes out the year with losses in CTR for the top-ranked websites. More precisely, the clickthrough rates for the \",/*#__PURE__*/e(\"strong\",{children:\"top three websites\"}),\" registered a \",/*#__PURE__*/e(\"strong\",{children:\"combined decrease of 3.66 pp\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\", while on \",/*#__PURE__*/e(\"strong\",{children:\"desktop\"}),\", only the websites ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"first two positions\"}),\" were influenced by the changes, recording a \",/*#__PURE__*/e(\"strong\",{children:\"2.52 pp drop\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Despite recording drops in clickthrough rates, there\u2019s still a glimmer of hope for the websites in this market since the total number of impressions grew by +29.94%.\"}),/*#__PURE__*/t(\"p\",{children:[\"The clickthrough rate and search demand values went in opposite directions this time around in the \",/*#__PURE__*/e(\"strong\",{children:\"Sports\"}),\" industry. The CTR for the \",/*#__PURE__*/e(\"strong\",{children:\"top two websites\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"decreased \"}),\"by a \",/*#__PURE__*/e(\"strong\",{children:\"combined 3.41 pp\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"desktop\"}),\", while the industry\u2019s overall impressions increased by +26.85% in Q4 compared to Q3.\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[\"Good news for the websites in the \",/*#__PURE__*/e(\"strong\",{children:\"Business \"}),\"sector, which recorded growth on all fronts. With a global +26.75% increase in search demand, websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"registered a \",/*#__PURE__*/e(\"strong\",{children:\"2.27 pp boost\"}),\" in CTR.\"]}),/*#__PURE__*/t(\"p\",{children:[\"As for the \",/*#__PURE__*/e(\"strong\",{children:\"Style & Fashion\"}),\" industry, the clickthrough rates for the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"registered a \",/*#__PURE__*/e(\"strong\",{children:\"boost \"}),\"of \",/*#__PURE__*/e(\"strong\",{children:\"3.57 pp\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"desktop\"}),\", while on \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"the \",/*#__PURE__*/e(\"strong\",{children:\"growth \"}),\"equaled\",/*#__PURE__*/e(\"strong\",{children:\" 1.70 pp\"}),\". These changes in CTR coupled with an increase of +26.05% in this industry\u2019s overall search demand might translate into a spike in traffic for those websites affected by the changes.\"]}),/*#__PURE__*/t(\"p\",{children:[\"In the \",/*#__PURE__*/e(\"strong\",{children:\"Automotive\"}),\" industry, the websites ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"first three positions \"}),\"on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"witnessed a \",/*#__PURE__*/e(\"strong\",{children:\"combined 6.34 pp steep decline\"}),\" in CTR (3.57 pp for those ranked first, 1.73 pp for those ranked second, and 1.04 pp for those ranked in the third position). However, the total number of impressions grew by +18.44%.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Being the industry to record the \",/*#__PURE__*/e(i,{href:\"https://www.advancedwebranking.com/blog/ctr-google-2024-q3\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"highest increase in clickthrough rate in the previous quarter\"})}),\", the \",/*#__PURE__*/e(\"strong\",{children:\"Personal Finance \"}),\"industry got on the falling slope this time. Here, the clickthrough rates for the \",/*#__PURE__*/e(\"strong\",{children:\"top two website\"}),\"s registered a \",/*#__PURE__*/e(\"strong\",{children:\"combined decrease of 6.32 pp\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"and a \",/*#__PURE__*/e(\"strong\",{children:\"5.97 pp decline\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\". Nevertheless, the industry\u2019s overall search demand went in the opposite direction, increasing by +17.79%.\"]}),/*#__PURE__*/t(\"p\",{children:[\"The websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"on \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"in the \",/*#__PURE__*/e(\"strong\",{children:\"Pets \"}),\"industry attracted more clicks than in the previous quarter, witnessing a \",/*#__PURE__*/e(\"strong\",{children:\"3.66 pp boost\"}),\" in CTR. Concurrently, the number of impressions for this industry increased by +9.89%.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.advancedwebranking.com/blog/ctr-google-2024-q2\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"After an entire dormant quarter\"})}),\", the clickthrough rate values in the \",/*#__PURE__*/e(\"strong\",{children:\"Travel \"}),\"industry experienced changes once again. Here, the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"experienced a \",/*#__PURE__*/e(\"strong\",{children:\"1.66 pp boost\"}),\" in CTR on \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"devices, while the industry\u2019s overall search demand recorded a slight increase of +5.64%.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Last but not least, let\u2019s have a look at the \",/*#__PURE__*/e(\"strong\",{children:\"Real Estate \"}),\"industry, which recorded a decrease in CTR on both desktop and mobile devices. The websites ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"first two positions\"}),\" experienced a\",/*#__PURE__*/e(\"strong\",{children:\" combined 6.24 pp loss\"}),\" in CTR on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"and a \",/*#__PURE__*/e(\"strong\",{children:\"3.91 pp decline\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"}),\". It remains to be seen if the slight increase in search demand (+3.00%) can compensate for the decline in traffic resulting from lower clickthrough rates.\"]}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s a visual recap of the changes mentioned above:\"}),/*#__PURE__*/e(\"img\",{alt:\"CTR for different industiries\",className:\"framer-image\",height:\"578\",src:\"https://framerusercontent.com/images/xbPMfYnpsrtDK01q47bZl6jfeOo.png\",srcSet:\"https://framerusercontent.com/images/xbPMfYnpsrtDK01q47bZl6jfeOo.png?scale-down-to=1024 907w,https://framerusercontent.com/images/xbPMfYnpsrtDK01q47bZl6jfeOo.png 1024w\",style:{aspectRatio:\"1024 / 1156\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"B. Industries that experienced a drop in search demand\"})}),/*#__PURE__*/t(\"p\",{children:[\"Let\u2019s start this section in force, with the industry with the highest decrease in clickthrough rate for a single position: \",/*#__PURE__*/e(\"strong\",{children:\"Science\"}),\". Here, the CTR for websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"on queries made from \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"devices \",/*#__PURE__*/e(\"strong\",{children:\"dropped\"}),\", on average, by \",/*#__PURE__*/e(\"strong\",{children:\"6.03 pp\"}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"Science Industry CTR\",className:\"framer-image\",height:\"256\",src:\"https://framerusercontent.com/images/xTDqiHlo9rXZ7iP7RCYMiSnDok.png\",srcSet:\"https://framerusercontent.com/images/xTDqiHlo9rXZ7iP7RCYMiSnDok.png?scale-down-to=512 512w,https://framerusercontent.com/images/xTDqiHlo9rXZ7iP7RCYMiSnDok.png 1024w\",style:{aspectRatio:\"1024 / 512\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(i,{href:\"https://ctt.ac/4hsDO\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Share on X\"})})}),/*#__PURE__*/t(\"p\",{children:[\"The decline affected the websites ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"second \"}),\"position on \",/*#__PURE__*/e(\"strong\",{children:\"desktop\"}),\", as well, which recorded a \",/*#__PURE__*/e(\"strong\",{children:\"1.54 pp drop\"}),\" in CTR. As for the \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"queries, only the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"third \"}),\"were influenced by the changes, recording a \",/*#__PURE__*/e(\"strong\",{children:\"1.46 pp decline\"}),\", while the industry\u2019s overall search demand decreased by -37.63%.\"]}),/*#__PURE__*/t(\"p\",{children:[\"The websites ranked in the \",/*#__PURE__*/e(\"strong\",{children:\"first three positions\"}),\" in the \",/*#__PURE__*/e(\"strong\",{children:\"Technology & Computing\"}),\" industry experienced a \",/*#__PURE__*/e(\"strong\",{children:\"combined 5.26 pp loss\"}),\" in CTR on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"(2.37 pp for those ranked first, 1.78 pp for those ranked second, and 1.11 pp for those ranked third). Coupled with a decrease of -20.05% in the industry\u2019s overall search demand might translate into a loss in traffic for those websites affected by the changes.\"]}),/*#__PURE__*/t(\"p\",{children:[\"With a -17.57% decline in search demand, the CTR values experienced contrasting changes in the \",/*#__PURE__*/e(\"strong\",{children:\"News \"}),\"industry. Here, the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"witnessed a \",/*#__PURE__*/e(\"strong\",{children:\"1.39 pp loss \"}),\"on \",/*#__PURE__*/e(\"strong\",{children:\"desktop\"}),\", while on \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"the \",/*#__PURE__*/e(\"strong\",{children:\"growth \"}),\"equaled \",/*#__PURE__*/e(\"strong\",{children:\"1.37 pp\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"There was quite some activity at the top of the SERPs in the \",/*#__PURE__*/e(\"strong\",{children:\"Arts & Entertainment\"}),\" industry with changes in CTR as follows:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[\"the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"recorded a \",/*#__PURE__*/e(\"strong\",{children:\"drop \"}),\"of \",/*#__PURE__*/e(\"strong\",{children:\"1.01 pp\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"and a \",/*#__PURE__*/e(\"strong\",{children:\"2.28 pp growth\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[\"the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"second \"}),\"were affected on \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"devices only, witnessing a \",/*#__PURE__*/e(\"strong\",{children:\"1.33 pp\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"decline\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"11px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/t(\"p\",{children:[\"for the website ranked \",/*#__PURE__*/e(\"strong\",{children:\"third\"}),\", the \",/*#__PURE__*/e(\"strong\",{children:\"drop \"}),\"in CTR was \",/*#__PURE__*/e(\"strong\",{children:\"1.26 pp\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"and \",/*#__PURE__*/e(\"strong\",{children:\"1.15 pp\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"mobile\"})]})})]}),/*#__PURE__*/e(\"p\",{children:\"Concurrently, the number of impressions for this industry dropped slightly, by -2.57%.\"}),/*#__PURE__*/t(\"p\",{children:[\"Last but not least, let\u2019s have a look at the \",/*#__PURE__*/e(\"strong\",{children:\"Health & Fitness \"}),\"industry which recorded changes on both desktop and mobile devices. The \",/*#__PURE__*/e(\"strong\",{children:\"first two positions\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"desktop \"}),\"registered a \",/*#__PURE__*/e(\"strong\",{children:\"combined 3.06 pp drop\"}),\", while on \",/*#__PURE__*/e(\"strong\",{children:\"mobile \"}),\"the changes affected the websites ranked \",/*#__PURE__*/e(\"strong\",{children:\"first \"}),\"only, which witnessed a \",/*#__PURE__*/e(\"strong\",{children:\"1.67 pp boost\"}),\". Meanwhile, the search demand for this industry declined by -7.20%.\"]}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s a visual round-up of the CTR evolution in all five industries mentioned above:\"}),/*#__PURE__*/e(\"img\",{alt:\"Science, News, Health, Fitness CTR\",className:\"framer-image\",height:\"269\",src:\"https://framerusercontent.com/images/8H9Qd5t4hE3xKY9Xy1PMdqyAjQs.png\",srcSet:\"https://framerusercontent.com/images/8H9Qd5t4hE3xKY9Xy1PMdqyAjQs.png?scale-down-to=512 512w,https://framerusercontent.com/images/8H9Qd5t4hE3xKY9Xy1PMdqyAjQs.png 1024w\",style:{aspectRatio:\"1024 / 539\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"That\u2019s it for\u2026the fourth quarter\"})}),/*#__PURE__*/e(\"p\",{children:\"We've reached the end of our Q4 clickthrough rate analysis, marking the close of last year and the beginning of a new one. This report highlighted year-over-year comparisons and significant CTR shifts impacting commercial, location-based, both short (one-word) and long (four or more words) queries, as well as significant changes across twenty-one different industries.\"}),/*#__PURE__*/t(\"p\",{children:[\"Finally, yet importantly, this analysis suggested a potential link between the rising prominence of AI Overviews in informational queries and declining CTRs. This underscores the importance of tracking \",/*#__PURE__*/e(i,{href:\"https://www.advancedwebranking.com/rank-tracker#pixel\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"pixel position\"})}),\" alongside SERP anatomy and click data to gain a complete understanding of SERP dynamics.\"]}),/*#__PURE__*/e(\"p\",{children:\"Stay tuned for our Q1 2025 analysis, which will offer further insights. Until then, stay safe and healthy!\"})]});export const richText34=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Welcome back to \",/*#__PURE__*/e(i,{href:\"https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"The Search Session\"})}),\". I\u2019m your host, \",/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/in/gianlucafiorelli/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Gianluca Fiorelli\"})}),\", and in this episode, we\u2019ll explore how content consumption is evolving, the changing role of PR in SEO, and the impact of AI on brand visibility.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"From the decline of traditional SERP clicks to the rise of AI-driven discovery, we\u2019ll tackle the biggest challenges\u2014and opportunities\u2014facing marketers today.\"}),/*#__PURE__*/e(\"p\",{children:\"Joining me are two incredible industry leaders who have not only mastered their craft but have also played a pivotal role in redefining how brands amplify their message.\"}),/*#__PURE__*/t(\"p\",{children:[\"First, we have \",/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/in/leximills/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Lexi Mills\"})}),\", CEO of Shift6 Studios, and alongside her, we welcome \",/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/in/rosssimmonds/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Ross Simmonds\"})}),\", CEO of Foundation Marketing and Head of Growth at Distribution.ai.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"So, let\u2019s get started! Lexi, Ross\u2014welcome to The Search Session!\"}),/*#__PURE__*/e(\"div\",{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"560 / 315\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(n,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(a,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"Medium Quality\",url:\"https://www.youtube.com/watch?v=yBgyQ_On_Ko&ab_channel=AdvancedWebRanking\"})})})]});export const richText35=/*#__PURE__*/e(o.Fragment,{children:/*#__PURE__*/e(\"p\",{children:\"Lexi Mills\"})});export const richText36=/*#__PURE__*/e(o.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"CEO of \",/*#__PURE__*/e(i,{href:\"https://www.shift6studios.com/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Shift6 Studios\"})})]})});export const richText37=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Lexi Mills is \",/*#__PURE__*/e(i,{href:\"https://leximills.net/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"a multi-award-winning digital marketing expert\"})}),\", speaker, and writer. She specializes in PR, SEO, and data-driven business intelligence. She combines search algorithm expertise and psychology to create measurable communication strategies that influence human behavior.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"With experience leading internationally recognized PR, SEO, and content teams, she has worked with brands like eBay, Virgin Atlantic, Microsoft, and Yelp across the UK, USA, and Europe.\"})]});export const richText38=/*#__PURE__*/e(o.Fragment,{children:/*#__PURE__*/e(\"p\",{children:\"Ross Simmonds\"})});export const richText39=/*#__PURE__*/e(o.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"CEO of \",/*#__PURE__*/e(i,{href:\"https://foundationinc.co/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Foundation Marketing\"})}),\" & Head of Growth at \",/*#__PURE__*/e(i,{href:\"http://distribution.ai/\",motionChild:!0,nodeId:\"nWZy3UnCE\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(r.a,{children:\"Distribution.ai\"})})]})});export const richText40=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"As the founder of Foundation Marketing, a leading B2B content marketing agency, and Distribution.ai, an innovative content distribution platform, Ross has helped brands like Canva, Snowflake, and Jobber generate millions of visits and over $100M in business.\\xa0\"}),/*#__PURE__*/t(\"p\",{children:['Ross coined the phrase \"Create once. 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This is the third episode, and today, we\u2019re diving into content, PR, and marketing\u2014how to amplify your message and the challenges AI presents in this great field of marketing.\"]})});export const richText43=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\"\\xa0 Joining me are two incredible experts\u2014honestly, I don\u2019t even have the words to describe how amazing they are. Not only are they top professionals, but they\u2019re also good friends of mine.\"]}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s give a warm welcome to Lexi Mills and Ross Simmonds!\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re not familiar with Lexi, she\u2019s an extraordinary person and an all-around wonderful human being. 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Thanks for having me.\"]})]});export const richText44=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" So, when it comes to content in relation to SEO, there has always been a somewhat complicated relationship. For years, content has been seen primarily as a tool for achieving visibility rather than accessibility. The focus has been on making a brand visible for the sake of ranking rather than using content to truly amplify its mission, services, products, and overall brand identity.\"]}),/*#__PURE__*/e(\"p\",{children:'This has led to a poor, often exploitative use of content\u2014particularly in connection with PR, which has frequently been treated as just another form of link building. Many so-called \"classic\" link-building campaigns have been built on low-quality content with little real value.'}),/*#__PURE__*/e(\"p\",{children:'And then there\u2019s the rise of \"digital PR.\" While the term has been widely used for over a decade now, it has often been just a rebranded version of link building. In the best cases, link building evolved into strategic digital PR, but in the worst cases, it remained the same old tactic under a new name. While digital PR is marketed as a way to improve a brand\u2019s visibility in the right places, in the end, the primary goal has still often been acquiring backlinks.'}),/*#__PURE__*/e(\"p\",{children:\"That said, things may be shifting\u2014especially over the past 16 months. Content marketing, PR, and even AI are all evolving. Why? That\u2019s the key question I\u2019m throwing out to you.\"}),/*#__PURE__*/e(\"p\",{children:\"We\u2019re seeing SERPs driving fewer clicks than before. Content is still feeding the SERPs, but it seems to serve more as a visibility tool rather than a direct traffic driver. At the same time, content is being ingested by LLMs, but these models don\u2019t generate much traffic either\u2014they, too, are more about visibility than engagement.\"}),/*#__PURE__*/e(\"p\",{children:\"So, what do you think? Do you agree with this perspective? Who wants to jump in first?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Ross Simmonds:\"}),\" Lexi, I'll let you start it off.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lexi Mills:\"}),\" Absolutely! Thank you. Yes, I think we\u2019re witnessing a major shift in how people discover and interact with digital content. However, I wouldn\u2019t say it\u2019s a drastic change in how we operate or execute\u2014at least not entirely.\"]}),/*#__PURE__*/e(\"p\",{children:\"First, when it comes to optimization,\\xa0 how you optimize in Google does actually influence how you optimize in LLMs. We\u2019ve seen these correlations in our testing. We\u2019ve been running several sandbox sites for a while now, exploring how LLMs understand identities\u2014whether it\u2019s you, your clients, or their products.\"}),/*#__PURE__*/e(\"p\",{children:\"A big part of this comes down to rich content and keeping users within the search environment. If we look at Google as a business, we can ask: What do they need now? What will they need in the future? The evolution of search real estate\u2014the digital space where people engage\u2014was entirely predictable. And how we occupy that space is something we need to think about strategically.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s useful to think of it like a shop window. If you own a shop, you wouldn\u2019t leave litter outside. You\u2019d make sure it\u2019s clear what you sell, what you do, and when you\u2019re open. That\u2019s exactly what search real estate is now\u2014it\u2019s your digital storefront. And the way you manage that space directly impacts what information LLMs pick up.\"}),/*#__PURE__*/e(\"p\",{children:\"Mike King put it well: the goal of SEO today is to saturate search results with your brand message\u2014not just for LLMs but for traditional search as well. That way, you drive more direct traffic. 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Each of these platforms has its own discovery function, and that\u2019s something SEOs and marketers need to consider.\"}),/*#__PURE__*/e(\"p\",{children:\"When it comes to SEO and influencing the LLMs, the same principles that made SEO a very viable career and made SEO an opportunity for brands to drive revenue and traffic and growth still exists in this new world of LLMs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"The same efforts that you would typically take when you're focused on experience, expertise, authority, and trustworthiness from an SEO lens, can be applied to the typical generative engine optimization efforts that would be taking place to influence the LLMs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"So while there\u2019s definitely a shift happening, the fundamental mental models that top SEOs have relied on for years will continue to guide brands and individuals in this evolving landscape.\"})]});export const richText45=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gianluca Fiorelli:\"}),\" Yeah, I totally agree with you, Ross and Lexie. 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