Search is just beginning to shift, but ad dollars move fast, especially when there’s arbitrage. Now, in 2025, it’s LLMs and the platforms that help brands navigate how their content is ingested and referenced by those models. Put another way, GEO is the competition to get into the model’s mind. Canada Goose used one such tool to gain insight into how LLMs referenced the brand — not just in terms of product features like warmth or waterproofing, but brand recognition itself. The takeaways were less about how users discovered Canada Goose, but whether the model spontaneously mentioned the brand at all, an indicator of unaided awareness in the AI era. Technical SEO is a method of optimizing a website’s technical elements to improve its performance in SERPs or Search Engine Result Pages. Outsource SEO to an Agency Many SEO experts consider your meta titles, or title tags, and meta descriptions to be some of the strongest SEO signals that you can send Google. It is therefore critical that you try to include your most important keywords in your title tag. Continuing with the flower shop example, you may notice that the search results page for “flower shop” is dominated by big name brands that your small store can’t compete with. In this case, you might want to focus on your geographical location (local SEO) or a niche that you specialize in (utilizing long tail keywords). Including this information on your webpages will let Google know that you are a strong option when people are searching for something that you specifically provide. SEO audit Your job as an SEO is to quickly provide users with the content they desire in the format in which they desire it. For local businesses like these, Google has guidelines that govern what you should and shouldn’t do in creating and managing these listings. If you end up looking for expert help, it’s important to know that many agencies and consultants “provide SEO services,” but can vary widely in quality. Knowing how to choose a good SEO company can save you a lot of time and money, as the wrong SEO techniques can actually harm your site more than they will help. How to do off-page SEO SEO analytics is about tracking how well your website performs on search engines and understanding how users interact with it. Engage in digital PR and outreach efforts to build relationships with journalists, bloggers, and influencers in your industry. You can earn coverage and backlinks from reputable media outlets and industry publications by providing valuable insights, expert opinions, or original research. Links from other websites pointing to yours are needed to rank well in search engines. Those ranking factors form the basis for successful SEO strategies. Look for authority websites where you could contribute, resources lists that you could be part of, or ideas to create content that you could use as part of a digital PR campaign. Use search engines, industry forums, and market research to compile these lists. Keyword research is the basis for any good strategy to get your website to rank higher on search engines like Google. You want to make it easy for search engines to discover and understand your site’s key pages and information. To help ensure your website appears at the top of search results, you must understand what criteria search engines use to evaluate and rank web pages. Search engines use it to identify what pages to crawl and index. To optimize a site, you need to improve ranking factors in three areas — technical website setup, content, and links. To help bolster your SEO efforts, here’s a collection of free and paid keyword research tools, backlink analysis software, and more. Wordtracker Scout will help discover what keywords people search for when they’re ready to make a purchase. There’s also a nifty outline tab that suggests questions and heading ideas. Analyze your competitors’ backlink profiles to identify their link-building strategies, top referring domains, and most valuable backlinks. By employing the strategies outlined above, you can enhance your site’s authority, improve its search engine ranking, and drive targeted traffic to your website. Some good examples of these include Ahrefs and Semrush, which start at $99 a month and $129.95 a month, respectively. Search results are presented in an ordered list, and the higher up on that list a site can get, the more traffic the site will tend to receive. Only 2-3% of searchers click beyond the first page of search results. Thus, even a small improvement in search engine rankings can result in a website receiving more traffic and potentially business. Search engine optimization (SEO) is the art and science of getting pages to rank higher in search engines such as Google, Bing and Yahoo. Because search is one of the main ways in which people discover content online, ranking higher in search engines can lead to an increase in traffic to a website. Like every skill, you get better at SEO by practicing on live websites. Apply SEO best practices to make your site easier to find, navigate, and rank higher in search results. These steps will strengthen your SEO foundation, whether you’re starting fresh or improving existing efforts. Search engines use automated bots called “crawlers” or “spiders” to scan websites. These bots follow links from page to page, discovering new and updated content across the web. They guide you in enhancing your website and content to increase visibility. Understanding how search engines work and staying attuned to the factors influencing their processes can help you adapt your SEO strategy as search algorithms evolve. Yext is an BHS Links AI SEO tool designed for businesses with multiple locations. It helps those businesses perform local SEO across their different locations, and it’s particularly good for voice search optimization. Step #3 is to publish a piece of content around the keyword you just picked. On the other hand, this keyword isn’t super competitive, has a high CPC and gets a decent number
