While AI disrupts general SEO with declining click-through rates, local businesses remain unaffected. AI can't replace real-world services, struggles with location context, and relies on the same local SEO data sources. Local SEO fundamentals become more valuable as AI platforms aggregate existing directory and review data.

Search behavior is generational. A client’s leads came from TikTok, not Google, revealing Gen Z’s social-first search habits. The guide shows how to identify priority generations, allocate budgets, tailor platform-native content, avoid common mistakes, and phase implementation. The takeaway: measure by age segment and reallocate spend accordingly.

Google’s Performance Max campaigns automate ad placement across Search, YouTube, Display, Gmail, and Maps, often outperforming traditional setups. While advertisers sacrifice control, results can be substantial if campaigns are configured with quality assets, clear goals, and strong tracking. The guide explains strategies, pitfalls, and real-world examples for business success.

Rising online advertising costs are hitting every industry - Google CPCs up 10%, Meta ads up 14%. We break down what's driving these increases (more competition, AI changes, inflation) and share proven strategies to fight back without just spending more money.