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There was a time when business owners relied solely on referral marketing. The “Word of Mouth” strategy was perfect for businesses operating in small communities where every customer could spread the word and attract other customers from the same town or city. Things changed during the 20th century when radio and television gave people access to more information. However, it was the Internet that triggered one of the most important and most drastic shifts in marketing, business, and lifestyle. It changed the way we communicate and, of course, the way we market and advertise our products and businesses. Now, there…

The message from this month’s SEO Update is clear: AI and data accuracy are reshaping how we plan, optimize, and measure SEO. This is not just a slate of updates, but a signal to rethink impressions, content creation, and tooling so you stay effective. Chris Scott, Yoast’s Senior Marketing Manager, hosted the session. Alex Moss and Carolyn Shelby shared deep dives on AI trends, Google updates, and Yoast product news. Data and rankings in flux A key shift centers on data. Google removed the num=100 parameter, which changed how much ranking data shows up per page in Google Search Console.…

This article was made possible by funding from WordPress.com. All Opinions and rankings are independent and not reviewed by WordPress.com. Web professionals use WordPress because of its infinite flexibility. We can build virtually any type of website. Everything is possible when it comes to looks and functionality. That doesn’t mean the content management system (CMS) is easy for our clients, however. All the possibilities of WordPress can make for a disjointed back-end workflow. That makes it difficult to add content, manage orders, and help customers. It’s one reason why websites become stale. Frustrated clients may cringe at the task ahead…

When it comes to analyzing the root cause, we have several diagnostic tools we can use, and they reside on three different levels of data that we can get: the basic behavioral data, the next level data, and the predictive data. Let’s get into each one of these.1. Basic dataThe basic data comes from tools that you don’t need buy-in or set up for. One of them is Google Search Console (GSC), which can reveal poor intent match when we look at CTR both from a branded and non-branded perspective. Most of the other data in this bucket is qualitative and allows us to…

Artificial intelligence has changed the way businesses approach marketing. But at Changescape Web, founder Ken Tucker believes the goal isn’t to automate everything—it’s to amplify the human connection that drives real results. For two decades, Tucker has helped small businesses grow through data-driven strategies and repeatable marketing systems. Today, his agency stands at the forefront of AI adoption, proving that the smartest automation is the one that feels most human. Using AI to Serve, Not Replace Changescape Web’s AI-driven approach began with a simple question: how can automation make marketing more personal, not less? Tucker and his team developed…

YouTube is beginning to expand access to its likeness detection tool to all channels in the YouTube Partner Program over the next few months. The technology helps you identify unauthorized videos where your facial likeness has been altered or generated with AI. YouTube announced the expansion after testing the tool with a small group of creators. The tool addresses a growing concern as AI-generated content becomes more sophisticated and accessible. How Likeness Detection Works Channels can access the tool through YouTube Studio’s content detection tab under a new likeness section. The onboarding process requires identity verification. You scan a QR…

Research isn’t everything. Facts alone don’t win arguments, but powerful stories do. Here’s how to turn your research into narratives that inspire trust and influence decisions.In the early days of my career, I believed that nothing wins an argument more effectively than strong and unbiased research. Surely facts speak for themselves, I thought.If I just get enough data, just enough evidence, just enough clarity on where users struggle — well, once I have it all and I present it all, it alone will surely change people’s minds, hearts, and beliefs. And, most importantly, it will help everyone see, understand, and…

Take the time to build, analyze, and refine your internal link structure. This step-by-step guide transformed my internal linking process into a data-driven strategy with the power of vector embeddings. The effort will pay off in improved rankings, better user experience, and ultimately, more organic traffic. It also improves SEO performance by ensuring your most valuable pages are connected in a way that search engines and your users understand. After running this process on a client’s site, I was surprised. I thought we’d done a great job at internal linking, but there were hundreds of opportunities we’d missed. And I don’t…

For the past few years, brands and creators have lived under the shadow of a looming TikTok ban in the United States. Legislators debated, CEOs testified, and marketers nervously sketched “what if” contingency plans. Earlier this year, we explored how brands could prepare for that possibility, but now, the uncertainty has given way to clarity: rather than being banned, TikTok is being rebuilt in America.In September 2025, the U.S. government finalized a deal transferring control of TikTok’s U.S. algorithm to Oracle, marking the most significant platform restructuring since the app’s launch. While some regulatory approvals and technical details are still pending,…

Google Ads appears to be testing an automatic assignment of New Customer Value within New Customer Acquisition (NCA) campaigns — and it’s doing so without advertisers’ explicit consent. The change, first spotted by performance marketer Bilal Yasin, has led to unexpected reporting shifts and frustration among advertisers. “Without any heads-up, and without it being in the change history, a new customer value has suddenly been applied to a customer,” Yasin wrote on LinkedIn. “It was set to 200 DKK… One thing is that Google has assigned a value, but another is that I can’t remove it again!” Why we care.…