Author: Ray Martinez If you work in higher education enrollment marketing, you’ve probably asked yourself if SEO is important to driving enrollments for your priority online programs. As a marketer at a university, there’s a high demand for you to use limited budget and resources to drive more enrollments. Organic marketing might be just the tool you need to hit lofty enrollment targets. With AI search, we’ve seen a rise in the lead-to-application submission rate, which rose from an average of 44% in 2024 to 56% in 2026, according to Archer data I shared at SEO Week in New York. That lead-to-application rate indicates a rise in quality. According to a UPCEA study, roughly 50% of prospective students use AI, with 1 and 3 trusting AI tools for program research. I’ve spent the last seven years at Archer Education driving enrollments for online undergraduate, graduate, and doctoral programs. I’ve been in higher education for over a decade, and I have firsthand experience with the shifting landscape of organic search. In this article, I’ll share the strategies and tactics we use to drive qualified prospective student inquiries that convert down-funnel and turn into enrollments. What is higher education SEO? Why SEO is different for higher education An SEO playbook for higher education What is higher education SEO? Higher education SEO is a marketing strategy that optimizes a university’s or college’s website and presence on search engines and AI platforms to connect with prospective students and drive enrollment. If you don't have a website yet, here's how to make a university website. More than just a keyword research exercise, SEO for universities focuses on building trust and demonstrating tangible ROI to compete with third-party portals. By leveraging E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals, institutions can effectively reach high-intent learners, answer their critical questions, and convert inquiries into enrollments. Ray Martinez speaking at SEO Week in New York City Why SEO is different for higher education Higher education SEO is a nuanced practice because prospective students have longer buying cycles than eCommerce and SaaS. On average, it takes prospective students 4 to 18 months to apply to their desired programs, according to Archer Education data. There’s additional nuance that can be applied to a prospective student. For example, a prospective student can fall into multiple categories, such as a first-time decision-maker, high schooler, career changer, or working adult. This means that higher ed marketers often have a diverse set of personas evaluating their program assets. Some things to keep in mind as you develop your SEO strategy for higher education: Online learners need to see tangible ROI from a degree program. A study of online learners found that roughly 35% of students were motivated by a stalled career. This means that online programs need to highlight more than just curriculum. They need to highlight the unique value of a program. A massive content scope that is program- and vertical-specific. Program pages are higher education’s version of a product detail page. They drive conversion-oriented users to the site, but that‘s a small piece of the pie. Universities need to highlight student experience, faculty expertise, alum outcomes, curriculum, skill outcomes, accreditation, and cost to paint a complete picture for prospective students. The competition isn’t just other universities. When you look at the search engine results page for “online MBA,” you might see US News, Reddit, and other online portals competing against .edu sites. Online publishers invest heavily in SEO to drive ad revenue to their sites, selling space and leads to universities. YMYL makes E-E-A-T necessary. Your-Money-Your-Life (YMYL) queries pertain to content that impacts a user’s happiness, health, financial stability, and well-being. These queries rely on higher-quality content that focuses on experience, expertise, authority, and trustworthiness (EEAT). Universities that highlight faculty expertise, student experience, accreditation, and outcomes provide a complete picture of quality. Quality matters when targeting YMYL queries, which are often in regulated spaces. This matters even more for smaller universities or colleges that have great programs but are competing with larger university brands. This means that in higher education search marketers need to track metrics that reflect the unique customer journey and goals. So throughout your SEO campaigns for universities and colleges, you’ll need to keep up with key metrics like: Lead-to-enrollment rate which measures the efficiency of the entire recruitment funnel from initial lead to final enrollment. Lead-to-application rate: A critical measure of "quality," tracking the transition of potential students from initial inquiry to application, which helps institutions manage applicant pool quality to reduce wasted effort and costs. Cost per enrollment: A primary financial metric that focuses on driving organic traffic to ensure program viability and sustainability, distinguishing it from general lead generation metrics that may not account for the high cost-to-acquire-student ratio inherent in degree programs. Next, let’s move into SEO strategies for higher education that reach prospective students. An SEO playbook for higher education Higher education marketers need strategies that drive prospective student inquiries that lead to enrollments. A sound strategy needs to drive organic traffic that reduces the overall cost per enrollment. Organic traffic creates viability and sustainability for university programs. Relying on paid conversions to drive enrollments often results in a high cost per enrollment, leading universities to lose money on each enrolled student. Below, I’ll discuss how to create strategies that support efficient marketing spend and drive quality enrollments. Know your adult online learners first At Archer, we start our SEO efforts with detailed audience research and discovery that uncovers key themes among prospective students that resonate with the program. We work back with faculty members and program directors to garner insights and understand who we’re marketing to. Audience research tells you: Who your prospective students are. Age, career stage, current education level, income constraints, family obligations, and why they’re considering a degree now. The questions they need answered before they apply. Career outcomes, financial aid, tuition, faculty, prerequisites, etc. Where they’re searching. Google, Bing, Reddit, TikTok, Instagram, Facebook, online portals, employer sites, etc. From here we create user personas that reflect student profiles. How to build student profiles: Conduct a survey to ask online students about what drove their decision-making. What content did they engage with? What was lacking? Who did they compare you to? Talk with admissions advisors. Admissions teams are your closer. They speak directly with prospective students and have valuable insights into objections that can be addressed with content. Analyze CRM and front-end analytics data. CRM data can provide a picture of who’s applying and where quality enrollments come from. Analytics also provides you with high-converting pages and a picture of inquiry by source/medium. Track prompt data and build a knowledge graph. Use tools like SEMRush, Ahrefs, and Bing Webmaster Tools to track which prompts are being associated with your programs. Sample prompts in SEMRush Build a knowledge graph through keyword research to find what adult learners search for Traditional search engine optimization relies on keyword research to connect relevance back to your program page. With the advent of AI search, LLMs, and Google AI Mode, query fanout goes beyond keywords to drive conversational path discovery. This means longer prompts that compress the search funnel to synthesize answers targeting both informational and commercial intents. Focus on keywords that align with your prospective student: Program + modality: “MBA Healthcare online,” “COAMFTE-accredited MFT program,” "asynchronous rn to BSN program.” Flexibility and logistics terms: “online MEd for working professionals,” “part-time MBA program online.” Career outcome: “Is an MBA worth it?” “LCSW average salary.” Additionally, you can use tools such as the ArcherEDU schema to assess entity gaps and identify opportunities to expand coverage. Focusing on longtail queries helps align program intent with unique value. Pro tip: Mine your Google Ads conversion data. Any keyword that drives inquiry form submissions or application starts from paid search is worth investing in organically. Build program pages that actually convert adult learners Online program pages drive the most conversion-oriented traffic to university sites. Program pages that read more like a course catalog and don’t focus on conversion are missing an opportunity to engage prospective students further. A strong program page includes: Positioning that says who the program is for and the expected outcomes. “Executive Online MBA for working professionals” beats “Online MBA.” A call-to-action above the fold. I’ve seen universities lose conversion by not leading with a form or adding a call to action that drives a prospective student to a request for information form. Pages that don’t clearly prompt users to take action will drive low conversion rates. Modality and flexibility up front. Is the program online or hybrid? Is it an accelerated program? This information helps adult online learners self-select a program. Total cost and financial aid. Students want to invest in themselves, but they need to know what the program costs and whether there are opportunities for financial aid. Faculty credentials. Faculty members are a unique value proposition for institutions. Their experience and academic credentials build trust and expertise. Program pages should feature faculty members teaching in the program and link to bio pages. Student and alums testimonials. These pieces align with the experiential aspect of E-E-A-T. Adult online learners want to hear what their peers are saying and learn more about the authentic experience. Pro tip: Build content that links back to program pages. Higher education sites thrive on building a robust hub-and-spoke model that creates an expansive repository of information for search engines, LLMs, and prospective students to draw from. Optimize for AI search and discovery Adult learners are using AI to evaluate program offerings as they progress toward enrollment. A UPCEA study found that 50% of prospective students have used AI search to evaluate programs. When an adult online learner asks, “What is the best program for working professionals?” it’s imperative that your brand shows up. What gets cited in AI responses According to a Wix Studio study, articles and product pages drive a bulk of the citations in AI search. Article content was cited for more that 40% of informational prompts, and product pages received over 20% of transactional prompt citations. For higher education, this means that your program page and content strategy need to map back to the knowledge graph to cover multiple intents and earn citations. How to position your content for AI visibility In practice, this means: Build content around a real online adult learner experience. Answer questions around prestige, brand affinity, and financial aid, such as “Do employers respect this degree?” or “Is their financial aid available?” Structure content for extraction. Use descriptive headings, detailed FAQ sections, comparison tables, and structured data that AI models can reference. Create topical authority around programs. Build a robust content strategy that supports your knowledge graph and topic silos for each program. Pro tip: Before creating content, ask: “Would an adult learner share this with their spouse or manager to make the case for going back to school?” If yes, create it. Track what matters: SEO KPIs for enrollment marketing Build an organic enrollment funnel. Organic traffic to online program pages, to inquiry form submissions, to application submissions, to enrolled students. Track AI visibility. Monitor the prompts your institution is cited for and brand sentiment within those citations. Create program-specific reports. Build filters that let you view individual program performance to gain better insights. See how your clients are performing in AI search with Wix's AI Visibility Overview Higher ed SEO is an enrollment strategy, not a marketing afterthought Modern search rewards trust and relevance. The universities winning online enrollment through SEO are those with a deep understanding of their audiences by highlighting constraints, answering questions, and quelling skepticism by building content that connects with prospective students.

Author: Karla Walsh Whether you’ve perfected deep-dish or Neapolitan pizza, sling slices or sell whole pies, you probably spend the majority of your day focused on the craft and customer service of running a pizzeria. Product quality and hospitality will never go out of style and are incredibly important, true. But if you’re not saving at least a slice of your time for your digital strategy—specifically, search engine optimization (SEO)—you’re leaving dollars on the table as a pizzeria in 2026. SEO can seem technical at first glance, but if you clearly answer the questions your potential or current customers are asking, you’re well on your way to reaching customers online. Ahead, Dezaraye Wertman, owner of the SEO agency Rae of Light SEO, walks us through a beginner’s guide to SEO for pizzerias. SEO for pizzerias in 7 steps Here are seven essential tips to level-up your SEO to boost your brand and help increase your revenue as a pizzeria. Build and optimize your Google Business Profile Optimize your GBP categories for pizza shops Keep your website content up-to-date Incorporate an online ordering feature Consider your app strategy Plan strategically for third-party apps Use keywords to celebrate what’s unique about your brand Nurture reviews and user content 01. Build and optimize your Google Business Profile One of the most important things for a pizzeria—or any restaurant—is your Google Business Profile. This is a crucial component in your local SEO strategy, Wertman confirms. Your Google Business Profile acts like an extension of your restaurant website, highlighting your brand name, address, and phone number in that handy summary box you might recognize from performing your own searches. A Google Business Profile also generates a Google Map location for your shop. Not only can this be integrated into your website with specific location pins, but you can also list specific neighborhoods and cities that you serve. “It helps to get into the mindset of your prospective customer. When someone is searching for pizza, they're hungry and they want it now,” Wertman says. “That search is happening in their Google Maps app or in the search bar with phrases like ‘pizza place near me’ or ‘pizza [city name].’” To optimize your Google Business Profile for these moments, adjust your Google Business Profile to reflect holiday hours, and share fresh photos and regular post updates at least once per month, as any additional engagement is beneficial and helps build trust with customers. 02. Optimize your GBP categories for pizza shops Be specific about your Google business profile category because it affects where you show up in search. For instance, for Joe’s Pizza Broadway, their primary category is “pizza restaurant” but they also have “pizza delivery” as a category. How many GBP categories can you have? You can have 1 primary and 9 additional categories. Your primary category should be the one that most of your visitors search for when trying to order pizza from you or visit your pizza shop. The other categories should be those that are most applicable to your offerings. GBP categories for pizza restaurants Type of pizza restaurant Pizza restaurant Sells pizza and has seating Pizza delivery Sells pizza and delivers Pizza takeaway Sells pizza and has pickup Italian restaurant Italian restaurant that sells pizza Takeaway Takeaway restaurant with pizza on the menu Fast food restaurant Fast food restaurant that has pizza on the menu Southern Italian restaurant Southern Italian restaurant that sells pizza Northern Italian restaurant Northern Italian restaurant that sells pizza Sicilian restaurant Sicilian restaurant that sells pizza 03. Keep your website content up-to-date A quality website is crucial for your overall SEO strategy, Wertman notes, and it “needs to be current and search-optimized so that it ranks right alongside your Google Business Page. Remember that you have to tell Google's algorithm who you are, where you are, what you do and who you serve.” Wix’s pizza restaurant website templates are designed to give you a strong head start in terms of SEO, through features like image compression (to speed up page load time), customizable URLs (so you can include keywords), and an automatically-maintained XML sitemap (that keeps the relationships between all of your site’s pages up-to-date). As you build out or update your site, the menu should be prominent to remove any friction between your potential customer finding you and placing an order. Ideally, this menu page should include photos since “people eat with their eyes first. Showing off your food visually matters,” Wertman adds. Your hours, address, and delivery locations should also be visible on every tab. Check out this pizzeria website template 04. Incorporate an online ordering feature Before we cover all things online ordering, it’s important to acknowledge that “phone delivery orders aren’t completely a thing of the past,” Wertman says. “Nothing is completely ‘over,’ and that's why you want to make sure that you're optimized for every possibility.” Wix Online Ordering People still call to place orders. Folks still pay with cash. (In fact, cash is the third most used form of payment when Americans pay for goods and services, according to The Federal Reserve.) This means that your CTAs should point diners to your phone number so they can call to place an order. Equally important, though, is making it quick and easy to order online. More than six in 10 consumers prefer to place takeout and delivery pizza orders digitally. Wix's online ordering platform makes the process seamless—both for you to build and for your customers to use. Follow the prompts to add menu items, descriptions, and photos. Flip on features like curbside pickup, future ordering, coupons, and loyalty points, if desired. Then, your customers can click in to order their dream meal, leave a tip, and pay with cash, card, or online platforms such as PayPal or Stripe. Check out this pizzeria template on Wix Studio 05. Consider your app strategy You’re probably familiar with the robust apps from chains like Domino’s, Papa John’s, and Little Caesars. But a growing number of homespun pizzerias are vibe coding food delivery apps and releasing mobile apps for ordering and loyalty programs, too. Example of pizza app vibe coded on Base44 Before you invest, Wertman urges pizzeria owners to think about their customers, including how and when they search for pizzerias. Is adding an additional barrier like an app download or a required website login going to prevent a sale by causing the customer to go to your competition? This is where multiple ordering options comes in handy. 06. Plan strategically for third-party apps Don't forget third-party delivery apps. If you choose to partner with one, it can be helpful to note that Wix integrates seamlessly with DoorDash. “Third-party delivery apps and websites act similarly to business directories like Yelp. They don't directly impact your pizzeria's website rankings because they operate outside of Google's core SEO algorithm,” Wertman explains. “Where they do affect your business is by acting as a competitor in search results. These platforms rank as their own separate entities on Google, which is why a search for ‘pizza near me’ or ‘pizza [city name]’ often provides results with the major delivery corporations first, presenting customers with a directory of options rather than sending them straight to you.” Here’s a hack: Flip off third-party partner integrations in your Google Business Profile settings. While your brand will still surface in search results within any app(s) you’re part of, this will begin to remove your brand from Google search results related to third-party delivery, and will drive more traffic back to your own site so you can keep more revenue in-house. 07. Use keywords to illustrate what’s unique about your brand There are more than 75,000 pizzerias in America. Never underestimate the power of your brand messaging as a way to stand out. “Zero-in on what makes you stand out from the other pizzerias in your city and make sure that your branding is aligned across all of your marketing," Wertman says. "This is great for SEO, and it's also great for honing in on your clientele. When you know who you are, so do your customers." Be specific about who you are, what you serve and answer any relevant FAQs using long-tail search terms. For instance “gluten-free pizza restaurant in [city name]” or “pizza catering packages” may eventually garner loyal customers and/or sizable orders. As you flesh out your “about” page and business summaries, aim to showcase your pizzeria’s culinary talent, tell your unique brand story, and include facts about your pizzeria’s history. You can also start a pizza blog to share more content. All of these factors play nicely with Google’s E-E-A-T guidelines, which refers to a site’s “Experience, Expertise, Authoritativeness, and Trustworthiness.” Google and AI search tools seek out the most useful, scannable and factual content to surface in their summaries, so showcasing your E-E-A-T is always a good thing. Beyond the bots, humans also rely on these qualities to determine if content is credible—and to begin to build an affinity for one brand over another. Source: Amanda Jordan, Local Search & AI And make sure it's resonating by checking the data. With Wix Analytics, you can discover how your customers are searching and interacting with your business. Finding out what pages they enter on—or the pages where the most orders are triggered—can enable you to continue to optimize to reach your customers in the most ideal and seamless ways. “Part of SEO is market research, or understanding what drives the consumer. This allows you to optimize in ways that aren't necessarily keyword driven,” Wertman says. 08. Nurture reviews and user content “A lot of business owners don't realize that your website, social media, Google Business Profile and your broader online presence are all working together. When one piece is neglected, it doesn't just hurt that platform in isolation,” Wertman warns. “It drags down your overall rankings and makes it harder for hungry customers to find you at the exact moment they're ready to order.” Post frequently on social media, offering fans a peek behind-the-scenes and offering a first-look at new menu items and specials. Interact with customer posts, don’t be afraid to encourage them to post their UGC, then share their photos and videos. Nearly 80% of Gen Z respondents surveyed by Eater and Vox Media verify that they have learned about new restaurants on social media. In addition, 72% of Gen Z-ers say they trust social media reviews and recommendations. Local search expert, Darren Shaw, has conducted research showing that reviews impact conversions and more for local businesses like pizzerias. He says: “according to local search experts, Google reviews play a significant role in the algorithm that ranks businesses in Google’s local results.” Go ahead and ask for online reviews. We know this can sound overwhelming in the age of Yelp pile-ons, but feedback can make you better and potentially build your fanbase. A steady stream of reviews that are being actively responded to builds trust, which as we mentioned, is increasingly important, Wertman says. Use review apps, like Google Reviews by MarketPushApps, to make reviews visible on your website as well. Think of it this way: the best algorithm you'll ever crack is a customer who leaves full and happy. And as it turns out, that's also good for SEO as long as you have the right tools in place.

Author: Zoe Ashbridge The message from Google’s conference, Google I/O, was clear: the age of agentic search has arrived. CEO Sundar Pichai’s keynote declared Google was “firmly in [the] agentic Gemini era.” Following that, Liz Read, Google's VP of Search, said, “incredible AI features aren't just in search; Google Search is AI Search—through and through.” Google processes 3.2 quadrillion tokens per month, seven times what it processed two years ago, as Pichai highlighted. That leaves search specialists and agencies reassessing their strategies for this new age of search. Here’s what's changing, and what to do about it, according to thought leaders in the industry. Ahead, you’ll hear advice and learnings from: Garrett Sussman, Director of Marketing at iPullRank Suganthan Mohanadasan, co-founder of Snippet Digital Simon Schneiders, founder and CEO of Blue Array What can AI agents do in search? Agentic search is a new form of search that goes beyond returning a list of links. Unlike traditional search, agentic search can autonomously research, reason, and take action on a user's behalf. It can add items to a cart, trigger back-in-stock alerts, or surface timely information like stock price changes. Agentic search is search that does things, not just finds things. Research and recommendations Agents can build personalized, interactive experiences from inside the search results page. In Google's I/O demo, Gemini generated a custom weekend planner by connecting Gmail, Photos, and Calendar, and produced restaurant reservations laid out on Maps in seconds. Not a single website was visited. If search can deliver a fully bespoke, data-connected experience without a click, websites will be visited less than they are today. (See the Wix State of Websites report for more.) Monitoring and alerts Search-based agents can also monitor the web on a user's behalf, around the clock. Rather than a user actively searching for updates, they set a standing instruction, like track biotech stocks with positive cash flow and low debt, and the agent surfaces relevant information only when something meaningful happens. Search comes to you. At ‌Google I/O, Liz Read shared a finance example: Booking and transactions Agents don't just find products—they buy them. Provided a website is set up to allow it, an agent can add items to a cart and complete a purchase without any human involvement. They also bring a layer of consideration to the process; in one Google I/O demo, an agent flagged that a motherboard in a user's cart was incompatible with a processor they'd already chosen, and suggested an alternative. Fewer returns, fewer support tickets. How SEO agencies are adapting to agentic search The shift to agentic search changes three things for agencies: how websites need to be built, how success gets measured, and how clients need to be managed. The experts we spoke to are already adapting. Here's what they're doing and why. Build for agents For most of SEO's history, agencies have optimized the content layer: the stuff that gets crawled, ranked, summarized, and cited. Agentic search adds an action layer on top of that. "The action layer is the set of things an agent can actually do on your site. Book a table. Request a quote. Add to basket. Complete a form." - Simon Schneiders, founder and CEO at Blue Array The problem is that most websites aren't built for the agentic web. Transactional actions sit behind JavaScript, multi-step UIs, and interfaces designed for humans, not agents. AI crawlers like ChatGPT can't render JavaScript, which means anything hidden behind it is effectively invisible to them. Many agencies are now working to optimize websites for the agentic web. The most credible solution Schneiders has seen is WebMCP, a new browser standard backed by Google and Microsoft that lets a website declare its actions in a structured, discoverable way. "Think of it as schema for actions rather than schema for content," he says. "An agent won't need to wrestle with your front end to book a meeting room or request a quote. It will call the action directly." Garrett Sussman, Director of Marketing at iPullRank, adds that agencies need to think carefully before jumping in. "Is it in the best interest of your client? What are the opportunities and risks?" Some clients may have technical debt or legal hurdles to clear before any agentic readiness work can begin to optimize for new agentic protocols. For eCommerce clients specifically, Google's Universal Commerce Protocol (UCP) for agentic shopping, is also worth understanding. It creates a common language between agents and merchant backends to power discovery, checkout, and post-purchase flows. Schneiders' advice is to start small: "Pick one or two high-value flows to pilot now, like the bookings, quote requests, or checkouts where friction costs the most and agent compatibility has the clearest upside." Measure differently Traditional SEO reporting had a clear model: rankings, organic traffic, landing page performance, revenue. Agentic search breaks that. "An AI agent may research a product, compare options, extract information from a website, and complete an action on the user's behalf. Some of that journey may happen without a clearly attributable human session." - Suganthan Mohanadasan, co-founder at Snippet Digital Mohanadasan says agencies will need to triangulate across several signals GEO KPIs and metrics: AI referral traffic Server log analysis to identify agent activity Citation and brand mention tracking across AI platforms Assisted conversions Actions completed through agent-facing interfaces like checkout or booking flows "None of these signals will tell the full story on their own,” Mohanadasan says. “But when you combine them, you can build a much more realistic picture of how AI visibility contributes to discovery, consideration, and revenue.” Wix's AI Visibility Overview provides a comprehensive look at your site's visibility across AI platforms Sussman adds that the content itself needs to work harder, too. "Agents may evaluate brands based on a specific user's needs, preferences, constraints, and intent. Generic content may have less influence over time." - Garrett Sussman, Director of Marketing at iPullRank Agencies need to shift from broad campaigns built for a general audience toward content built for narrow, specific use cases, content that gives an agent enough confidence to recommend a brand for a particular persona or situation. Know your client Not every client needs to move at the same pace. "The opportunity will look very different by business model, audience, and the role agents may play across discovery, consideration, comparison, and conversion," says Sussman. For eCommerce, fintech, hospitality, and complex B2B clients, preparing now makes sense. For others, strengthening the basics first—like content quality, technical accessibility, conversion paths—is the better move. Mohanadasan is equally measured: "The key is education,” he says. “Walk clients through what each signal actually shows and why it matters, and pair the data with concrete wins, no matter how small." That might be a citation in an AI answer, or the first booking completed through an agent-facing flow. Small proof points matter when clients are being asked to accept a messier, less linear picture of success. Schneiders brings it back to priorities: "The bulk of effort should still go into AI visibility. That is where the near-term revenue sits." Agentic readiness is worth piloting, but not at the expense of the foundations that determine whether an agent finds your client's site in the first place. Prepare for agentic search, but don’t forget the basics Agentic search will reshape how users discover, evaluate, and buy products. But it hasn't replaced traditional search. There are still 3.5 traditional search users for every AI search user. The agencies that will come out ahead are not the ones chasing every new development, nor the ones ignoring it. They're the ones making deliberate, well-scoped bets while keeping the foundations strong. The practical starting point: educate your clients on what's changing, audit their highest-value commercial flows for agent-readiness, and pilot one flow before scaling anything else. Every move should connect back to a measurable business outcome, because that's still what clients are paying for.

AI personalization is reshaping how people discover and engage with businesses online. Join this webinar to explore how the personalization landscape is shifting across AI tools, search engines, and local business strategy. From ChatGPT's personalization and memory to Google Gemini's Personalized Intelligence features to actionable tactics for local businesses, you'll walk away with a clear picture of where personalization is heading—and how to make it work for you. What you'll learn: Where Google is heading with personalized intelligence and what it means for marketers Actionable strategies local businesses can use right now to harness personalization How Wix's built-in tools can help you tap into AI personalization today Ashley Segura, Director of Marketing, SearchLab Ashley is a content marketing strategist, speaker, and operator with 15+ years of experience. As Director of Marketing at SearchLab Digital, she leads campaigns that connect with humans (not just algorithms) for brands across the globe. A speaker at SMX Munich, BrightonSEO, Pubcon, Engage, and Semrush Spotlight, Ashley has also been named a Top 100 Content Marketing Influencer LinkedIn Garrett Sussman Director of Marketing at iPullRank Garrett explores the intersection of behavioral psychology, generative AI, and SEO strategy. He's a MozCon 2024 Speaker and host of The SEO Weekly and the Rankable Podcast. He leads generative AI strategy investigating the impact of AI Overviews and AI search on SEO. LinkedIn Crystal Carter, Head of AI Search & SEO Communications, Wix Crystal is an SEO and digital marketing professional with 20 years of experience. Her global business clients have included Disney, McDonalds and Tomy. An avid AI Search & SEO Communicator, her work has been featured at Google Search Central, BrightonSEO, Moz, OMR, Semrush, and more. LinkedIn

Author: Einat Hoobian-Seybold Build your next site with Wix Harmony today. Wix Harmony is a new kind of website builder: one that pairs AI-powered creation with precise drag-and-drop control. With Wix Harmony, you’ll use AI to build the bulk of your site, then go in and make the changes that make the site truly your own. Aria, Wix's built-in AI agent, is the heart of Wix Harmony. Aria can build and optimize your site from a simple prompt. The idea is to let Aria do the heavy lifting, then tweak the layout, copy, and details until the site feels unique and human. That same philosophy carries through to SEO: You can let Wix handle the optimization automatically, or take the wheel and control every detail yourself. Either way, you're in the driver's seat. Consider this article your roadmap to making the most of the SEO tools built into Wix Harmony. A guide to SEO on Wix Harmony Complete the SEO panel in the editor Connect to Google Search Console and Bing Use Aria to optimize your content Build a technically sound site from the start Use accessibility features for better SEO Build authority through consistent off-site signals 01. Complete the SEO panel in the editor The SEO panel in Wix Harmony is designed to make sure nothing gets missed. It walks you through a step-by-step checklist. Here's what each step covers: Set up your business information. Start by telling Wix Harmony a bit about your business: your name, where you're based or who you serve, and a short description of what you offer and who you're trying to reach. The more context you give, the sharper and more relevant your SEO recommendations will be. Define your SEO topics. Next, you'll set the 3 to 5 core themes your site will be known for. These become the backbone of Aria's keyword research, guiding how your content gets shaped and how search engines understand what you specialize in. Enter your main topic and let Aria generate the rest, or edit them to fit. Optimize your pages. This is where the real SEO work happens. Each page gets its own set of tasks: focus keyword, title tag, meta description, URL, and heading structure. If you want to move quickly, hit Optimize with AI: Aria analyzes your content, runs keyword research, and generates recommendations for every task. Review what it surfaces, approve what you like, and adjust anything that needs a tweak. If you'd rather do it yourself, every field is fully editable manually. Connect to search engines. The final step links your site to Google and Bing so your optimizations actually start working. More on that in the next two sections. 02. Connect to Google Search Console and Bing Once your site is live, you'll want visibility into how it's actually performing in search. That's what verifying your site with Google Search Console gives you: data on impressions, clicks, search queries, crawl errors, and which pages Google has indexed—all in one place. The process takes just a few minutes. From your SEO dashboard, click Connect, choose your Google account, and grant the necessary permissions. Wix handles the rest automatically. A couple of things to check before you start: You'll need a Premium plan and a connected domain, and your site needs to be published. Google can only index pages that are live. Once verified, the chances of getting indexed are higher since Google knows your site. You'll also have access to crawl reports, indexing status, and search performance data to keep tabs on how your site is doing in search. It's worth doing this as soon as your site is ready. Wix found that sites connected to Google Search Console saw 15% more traffic over the course of a year, compared to those that weren't, a meaningful return for a setup that takes a few minutes. You can connect your site to Bing in the next step. Google gets most of the attention, but Bing is worth a connection, too. Bing powers search across Yahoo, DuckDuckGo, and Ecosia, and serves as the backbone for real-time searches in ChatGPT and Microsoft Copilot. One thing that makes Bing particularly easy to maintain is IndexNow, which is built into Wix Harmony by default. Every time you publish or update a page, Wix automatically sends a signal to Bing to re-crawl it—no manual submissions needed. For a full walkthrough of your connection options, check out this guide to connecting your Wix website to Bing. 03. Use Aria to optimize your content Content is still the engine that drives organic rankings, and using Aria for SEO can help you produce more of it without sacrificing quality. Because Aria understands the full context of your site, it can generate and help you optimize copy that's already aligned with your topic focus, not generic filler. A few practical ways to put it to work: Sharpen your copy. Stuck on wording? Aria can write headlines, product descriptions, and About pages grounded in your site's context. Draft with Aria, then refine the voice to your liking. Use Aria as a content strategy partner. Ask it to generate blog topic ideas based on your site, or to rewrite vague statements into clearer, more specific language that search engines (and AI platforms) can parse easily. Maintain a consistent content structure. Aria is trained to use proper heading hierarchy (H1, H2, H3) and semantic organization, both of which help search engines parse your pages more accurately. The goal isn't to let AI write everything. It's to remove the bottlenecks that slow down the work that matters. 04. Build a technically sound site from the start Many SEO problems are really infrastructure problems in disguise: slow load times, broken pages, poor mobile experience, crawl errors. Wix Harmony is built on Wix's infrastructure, which means sites have good technical SEO foundations, any way you prompt it. Every Wix Harmony site runs on Wix's multi-cloud CDN, distributing content across a global network to improve page speeds for users. SSL certificates are provisioned and renewed automatically for more secure websites, without interruption. Structured data markup for rich results eligibility is built into key page types like products, blogs, and your home page. Sitemaps are automatically generated, updated, and maintained as your content evolves. Mobile responsiveness across desktop, tablet, and mobile viewports is built into the infrastructure itself, not layered on after the fact. You’ll see the issues you need to fix in your SEO dashboard, so resolution doesn't require digging through server logs or third-party tooling. 05. Use accessibility features for better SEO Accessibility and SEO are more intertwined than people think. Proper heading structure, descriptive alt text, semantic HTML, and labeled interactive elements all serve two audiences simultaneously: people using assistive technologies, and search engine crawlers trying to understand your content. That’s where the Accessibility Wizard comes in. Open the Accessibility Wizard from the site menu and start scanning. From there, it organizes everything it finds into two categories: Site-level issues. Settings that affect the whole site, like language declaration and focus indicators (the visual cues that help keyboard users navigate). Page-level issues. Element-specific problems on individual pages, like missing alt text or contrast failures. There's also a manual tasks checklist to walk you through anything it can't auto-detect, like descriptive links. It's worth running an accessibility check periodically, not just at launch. A site that's easy to navigate for everyone tends to be one that search engines trust, too. 06. Build authority through consistent off-site signals On-page SEO gets you in the game. Off-site authority is what helps you win it. Search engines and LLMs heavily weigh brand mentions and the overall credibility of your digital presence when determining whether to surface your site. A few fundamentals to stay on top of: Earn quality backlinks. A link from a relevant, authoritative site in your industry is still one of the most powerful ranking signals available. Prioritize earning coverage from industry publications, established blogs, and recognized experts in your space. Keep your NAP consistent. Name, address, and phone number should appear identically everywhere your business is listed online. Inconsistencies confuse search engines and erode local SEO performance in particular. Manage your brand presence. Search engines and AI platforms increasingly surface Reddit threads, forums, and review sites. Monitor where your brand is being mentioned and show up in those spaces: answer questions, respond to reviews, and participate in relevant communities. Use Wix Analytics to spot opportunities. Just as any Wix site, you can use Wix Analytics surfaces traffic data, top-performing pages, and visitor behavior. Use it to understand what's working and double down. Wix Harmony saves you time on two fronts: building the site and optimizing it, so you can spend less time buried in settings and more time on the things that actually move the needle in SEO: content, coverage, and consistency. Build your next site with Wix Harmony today. Einat Hoobian-Seybold, Head of Product SEO & A11y, Wix Einat began her SEO career by developing organic strategies for top global brands and later discovered her love for product development. As the Head of Product for Wix SEO, Einat builds impactful products that make SEO accessible and approachable to more than 200M users around the world. Linkedin

Join this webinar to discover how Wix Harmony's built-in GEO and SEO tools can help you build a site that's ready for how people search today and tomorrow. From the AI Visibility Overview to NLWeb and LLMs.txt, we will walk you through the features that matter most for visibility in both traditional and AI-powered search. What you'll learn how to use: Wix Harmony's SEO and GEO tools to optimise your site for AI and traditional search The AI Visibility Overview to track and improve your AI visibility score across ChatGPT, Gemini, Perplexity, and Claude Wix Harmony's structured data, NLWeb, and LLMs.txt features to support how agents use your website Einat Hoobian-Seybold, Head of Product, SEO & A11y, Wix Einat began her SEO career by developing organic strategies for top global brands and later discovered her love for product development. As the Head of Product for Wix SEO & A11y, Einat builds impactful products that make SEO accessible and approachable to more than 300M users around the world. LinkedIn Crystal Carter, Head of AI Search & SEO Communications, Wix Crystal is an SEO and digital marketing professional with 20 years of experience. Her global business clients have included Disney, McDonalds and Tomy. An avid AI Search & SEO Communicator, her work has been featured at Google Search Central, BrightonSEO, Moz, OMR, Semrush, and more. LinkedIn

Author: Stéphane Durand If you run a business with a physical location or serve customers in a specific area, local SEO is how people find you online. And in 2026, "online" no longer just means traditional search engines and sites like Google, Bing, and Yelp. It means AI assistants, map apps, and generative tools like ChatGPT and Perplexity. This guide covers everything from the fundamentals of local search to the newest frontier: generative engine optimization (GEO). Whether you’re just getting started or looking to sharpen your strategy, you’ll walk away with actionable steps you can apply to your local search strategy day. What is local SEO? Local SEO is the practice of optimizing your online presence so your business appears when people search for products or services near them. Think of it as the digital version of word-of-mouth, except the "word" is coming from search engines, map applications, and increasingly, AI assistants. When someone types "coffee shop near me" or asks their phone, "where can I get my car serviced?," the results they see are driven by local SEO signals. Getting those signals right is the difference between showing up at the top and not showing up at all. Why is local SEO important? Local SEO is essential for businesses with physical locations that want to attract more customers. For example, a pizza chain with hundreds of locations across the country wants to show up any time a consumer searches for, say, “pizza delivery.” With this search query, Google’s local search algorithm kicks in, as it assumes local intent by the searcher, and serves up the top-rated pizza parlors near the searcher. Local SEO is also important for service area businesses, like plumbers, who may want to optimize for search queries like “emergency plumbing services.” Service area businesses like these serve a particular region, but not at their business address. By optimizing their online presence for local search (i.e., local SEO), these businesses can position themselves to appear in front of potential customers when they need them the most. Some other industries that commonly rely on local SEO for their visibility include: Retail Restaurants Financial services Hospitality and leisure (i.e., hotels, amusement parks, etc.) Automotive (i.e., dealerships and repair services) Health and wellness Traditional SEO vs. local SEO Traditional SEO and local SEO share the same goal, visibility in search, but they work differently. Traditional SEO focuses on ranking your website in organic results for broad, often national or global, queries. Local SEO focuses on making your business visible in location-based results: the Map Pack, local finder, Apple Maps, and now AI-generated answers. The key difference? Local SEO depends heavily on signals that live outside your website, your Google Business Profile, directory listings, reviews, and the consistency of your business information across the web. A well-optimized Wix site is a strong foundation, but without those external signals, local searchers may never find it. How Google ranks local results Google uses three primary factors to determine which businesses appear in local results. Understanding them is essential to any local SEO strategy. Relevance How well does your listing match what someone is searching for? To strengthen relevance, make sure your Google Business Profile includes detailed, accurate categories, a thorough business description, and the specific services or products you offer. The more information Google has, the better it can match you to the right searches. Distance How far is your business from the person searching? This is the one factor you can’t directly control, but you can influence it by ensuring your address is accurate, defining your service area properly, and having location pages on your website for each area you serve. Prominence How well-known and reputable is your business? Google measures this through the quantity and quality of reviews, the number of citations (mentions of your business on other websites), backlinks to your site, and overall brand presence. A business with 200 positive reviews will typically outrank a similar business with 10. The Google Map Pack (and why it matters) The Map Pack is the block of three local business results that appears at the top of Google's search results for local queries. It includes a map, business names, ratings, addresses, and hours. For most local businesses, landing in the Map Pack is the single highest-impact goal; it captures the lion's share of clicks for local intent searches. A typical local search result page: the Local Pack (map + top 3) sits above the organic blue links How to improve your chances of appearing in the Map Pack Complete every field in your Google Business Profile: hours, categories, attributes, services, and photos Actively collect and respond to reviews (volume, recency, and sentiment all count) Keep your NAP (Name, Address, Phone) consistent across every platform where your business is listed Add high-quality photos regularly Post updates through Google Business Profile to signal activity and relevance Beyond Google: the search platforms that matter While Google dominates search, it’s not the only place consumers discover local businesses. Apple Maps is the default on every iPhone and is increasingly used for local discovery, especially via Siri. Bing powers search on Microsoft devices and, crucially, feeds data into Copilot (Microsoft’s AI assistant). Facebook and Instagram remain important for discovery, reviews, and social proof. Then, there are the dozens of industry-specific directories, like Yelp and TripAdvisor, that feed data to both traditional search engines and AI models. The bottom line: Your business information needs to be accurate and consistent everywhere, not just on Google. This is where managing listings at scale becomes critical. Tools like the Uberall app on Wix let you push your business data to 125+ directories from one dashboard, ensuring consistency without the manual headache of updating each platform individually. On-page local SEO for your Wix site Your website remains the hub of your local SEO strategy. Make sure it contains the following. Structured data (schema markup) Schema markup is code that helps search engines understand your business information. For local businesses, the LocalBusiness schema is essential; it tells Google (and AI engines) your business name, address, hours, services, and more in a structured format. Here’s more about how to add structured data on Wix. Location pages If you serve multiple areas or have multiple locations, create a dedicated page for each one. Include the location name, address, unique description, local testimonials, and an embedded map. These pages help Google associate your business with specific geographic areas and give you more opportunities to rank. Local content Publishing content that’s relevant to your local area—like neighborhood guides, local event recaps, and community partnerships—builds topical authority and signals to search engines that your business is genuinely connected to the area. It also gives AI models more context about your business when they’re generating local recommendations. Generative engine optimization for local businesses AI search is the biggest shift in local search in over 20 years. Consumers are no longer just typing keywords into Google; they're asking ChatGPT, Gemini, and Perplexity for recommendations. These AI tools don’t show you a list of blue links. They give you a direct answer: "The best Italian restaurant near downtown with outdoor seating is..." This changes the game. In traditional search, you compete for one of ten spots on page one of the SERP. In AI search, the model might recommend only two or three businesses, or just one. If your data is inconsistent, incomplete, or outdated, the AI simply won’t mention you. Traditional search gives you a list to browse. AI search gives you a direct, curated recommendation How AI search finds your business Many of the same signals that drive local search performance (accurate listings, strong reviews, consistent NAP data, rich content) are what AI models use to decide which businesses to recommend. AI models pull from a wide range of sources: your Google Business Profile, your website, review platforms, directory listings, and social media. They evaluate the consistency, recency, and authority of your data. If your phone number is different on Yelp than it is on Google, or if your hours haven’t been updated in months, that’s a trust signal—a negative one. New metrics for a new era Traditional SEO metrics like keyword rankings and click-through rates still matter, but GEO introduces new ways to measure success. Share of voice: How often your business is mentioned relative to competitors in AI responses. Mention rate: How frequently your business appears in AI-generated answers for relevant queries. Citation rate: How often AI engines link back to your website or listing. Sentiment score: The tone with which AI describes your business, based on review and content analysis. Use Wix's AI Visibility Overview to track visibility and brand perception across LLMs Your local SEO action plan in 2026 Here’s a practical roadmap to build or improve your local search presence. Claim and optimize your Google Business Profile. This is the single most important step. Fill out every field, add photos, and keep it updated. Get your NAP consistent across the web. Audit your business name, address, and phone number on every directory where you’re listed. Inconsistencies confuse both search engines and AI models. Build your review profile. Ask happy customers to leave reviews. Respond to every review: positive and negative. Recency matters, too. A steady stream of recent reviews outperforms a burst from two years ago. Optimize your Wix site for local search. Add structured data, create location pages, and publish locally relevant content. Expand your directory presence. Don’t stop at Google. Claim your business on Apple Maps, Bing Places, Facebook, Yelp, and industry-specific directories. Monitor and adapt. Track your local rankings, review performance, and—increasingly—your visibility in AI-generated search results. Local SEO mistakes to avoid Local SEO is a long-term game, and it can be tempting to look for shortcuts. But tactics that seem like quick wins—stuffing keywords, cutting corners on consistency, ignoring your reputation—tend to backfire. With that in mind, here are some common mistakes to avoid: Leaving listings neglected or unclaimed Ignoring reviews and your online reputation Stuffing keywords into your business name and/or content Having inconsistent business info How the Uberall app on Wix can help Managing local SEO across dozens of platforms is time-consuming, especially if you have multiple locations. The Uberall app, available in the Wix App Market, automates the heavy lifting. Push your business information to 125+ directories from one place, including Google, Apple Maps, Bing, Facebook, and industry-specific platforms. Protect your listings from unauthorized changes and suppress duplicate entries that confuse search engines. Monitor and respond to reviews across platforms from a single dashboard. Track how customers find you (impressions, calls, direction requests, and so on). Stay AI-ready by keeping your data consistent and complete across the platforms AI models crawl, building the foundation for GEO without extra effort. If you’re serious about local search performance, automating your listing management is one of the highest-ROI moves you can make. The Uberall on Wix is a good place to start. Whatever tools you use, the fundamentals don't change: keep your information accurate, show up consistently, and give people a reason to choose you. Local SEO built on that foundation compounds across platforms. Stéphane Durand, Senior Partner Manager at Uberall Stéphane Durand manages and grows global strategic partnerships at Uberall. A Gold and Silver LPO-certified practitioner and GEO Studio Certified, he helps partners unlock local visibility, reputation, and AI-driven discovery at scale. Linkedin

Author: James Clark Google Analytics is without doubt the most popular website analytics platform in the world. But why do so many website owners turn to Google Analytics to understand their audiences’ behavior? There are several compelling reasons. First, it’s free (or at least the free version is suitable for the vast majority of users). As you would expect, it plays nicely with Google’s other products, like Google Ads, Google Search Console, and the data warehouse tool, BigQuery. It’s also well established, with a large, knowledgeable community behind it and plenty of training available. Google even offers official certification. The current version of Google Analytics, Google Analytics 4, builds on these longstanding benefits by offering a number of features of its own. These include powerful custom reports called “explorations,” improved user engagement analysis, and the ability to combine mobile app and website usage data—all so that you can analyze how visitors are behaving on your properties and optimize to meet your business goals. Here’s everything you need to know to get started (and excel) with Google Analytics 4. Table of contents: Google Analytics 4 overview What you can learn from GA4 Setting up your Google Analytics 4 account and property Google Analytics 4 account structures Create a data stream How to tag your site Data may take time to appear Find your way around GA4 GA4’s standard reports Explorations Google Analytics 4 overview The current version of Google Analytics is Google Analytics 4 (GA4). The previous version, Universal Analytics (UA), was shut down in 2024. Now, all historic data has been deleted from UA and the interface is no longer accessible. GA4 is the only option when it comes to Google Analytics. Whenever you refer to online guides or documentation about Google Analytics, make sure they were written specifically for GA4. GA4 collects, stores, and reports on data in a different way to UA. The initial setup is quite different, too. Before we dive into how GA4 works, let’s look at why you would want to use it in the first place. What you can learn from GA4 As a website owner, it’s gratifying to see traffic on your site and fascinating to learn more about your users, both of which GA4 is invaluable for. But above all else, the platform is a tool for making business decisions. For example, you can use it to inform your marketing strategy. Perhaps you spend a lot of time focusing on social media; GA4 can tell you whether that is driving users to your site and whether those users are converting. You might find that some other activity is quietly generating more revenue. In the example above, we’ve discovered that average purchase revenue per user is hugely higher for email traffic than for any other channel. That’s definitely worth further investigation. If you run a blog or a news site, GA4 can help shape your content strategy. It will tell you which content is attracting not just the most users, but also the most engaged users (or to put it another way, the ones least likely to bounce). Knowing what works for your audience and what doesn’t can ultimately help you learn more about what they prefer. Once you have a grasp of GA4 and its capabilities, you can start to plan changes to your site that can help you achieve your business goals. And of course, GA4 will be on hand to measure how effective those changes are. This enables you to make incremental improvements to your site based on real data. Sounds good? Let’s get started. Setting up your Google Analytics 4 account and property To set up Google Analytics, you’ll need a free Google account. If you have a Gmail email address, then you already have a Google account. If not, you can sign up by following these instructions. Next, navigate to Google Analytics. If this is your first time using Google Analytics, you’ll encounter a “welcome” screen; click on the blue Start measuring button to go to the “account setup” page. If you already have access to at least one Google Analytics property, you’ll instead be taken to the “Home” for whichever property you viewed most recently. To get to account creation from here, click on Admin (the cog icon) at the bottom of the vertical, left-hand menu and then on Create > Account in the top left. What you need to know about Google Analytics 4 account structures We’re mentioning accounts and properties a lot, so it’s worth pausing to explain exactly how these two concepts work together in Google Analytics. In short, a property represents a website or app you’re tracking. An account is a way of organizing one or more properties. So for example, you could have an account containing a property for your business website and a property for your personal website. Or, because GA4 can be used on apps as well as websites, you might have a property for the iOS version of your app and another for the Android version. (If you use Google Marketing Platform, there’s a third level to this structure: Organization. You don’t have to associate your GA4 account with an organization, but doing so means you can manage your analytics users directly in Google Marketing Platform. This is most useful for organizations with multiple GA4 accounts and properties—and users, of course.) But at the simplest level, to use GA4, you’ll just need one account with one GA4 property in it. That’s what we’ll create now. When you create a new account in GA4, you’ll create a new property at the same time. The setup process walks you through both. Any settings you choose here, such as your reporting time zone and website currency, can be changed later on anyway. Two of the settings, Industry Category and Business Size, affect which other businesses you get compared against in GA4’s benchmarking feature. A third setting, Business Objectives, has even more of an impact: Google will personalize its recommendations for you, and to an extent configure your property, based on the choice you make here. Until recently, it even determined which reports you could see. The “Business Objectives” step in the GA4 property creation process By the end of the setup process, you'll have an account with a property in it—but no data yet. For that, you’ll need to set up a “data stream.” Create a data stream To start viewing information about how your users interact with your site, you'll first need to feed site data to Google Analytics via a data stream. Here’s how Google defines a data stream: “A data stream is a flow of data from a customer touchpoint (e.g., app, website) to Analytics. When you create a data stream, Analytics generates a snippet of code that you add to your app or site to collect that data. Data is collected from the time you add the code, and that data forms the basis of your reports.” When you first create a property, Google will helpfully guide you through the data stream setup process. If you navigate away, a big, blue notification on the GA4 homepage will prompt you to “Start collecting data for your website or app.” Here’s how the process works. 01. On the data streams page, choose your platform: Web, Android app, or iOS app. Although you can have more than one data stream feeding into the same property, a simple website setup will just have the one “Web” stream. Let’s click that now. The Google Analytics 4 data collection page offering a choice of “Web,” “Android app,” or “iOS app” 02. On the “Set up data stream” overlay, add your website URL and a stream name of your choice (you can use the URL again if you like, or just call it “Web stream”). 03. On the same overlay, choose whether you want enhanced measurement (it’s enabled by default). This is a GA4 feature that automatically tracks certain user interactions, such as scrolls and clicks on outbound links. Most of the time, you’ll want to leave it enabled. 04. Still under Enhanced Measurement, click the cog icon to access advanced settings for the Page Views event. Here you’ll find the option to track “page changes based on browser history events.” Without getting too technical, this option is to help Google Analytics 4 work with single-page applications (websites that don’t reload the page during the user’s journey). However, with some platforms, such as Wix, this option can cause duplicate pageviews. So Wix site owners will need to untick the box. 05. Click to Save your Enhanced Measurement settings, then click Create and continue. 06. Finally, on the web stream details page, the key piece of information is the Measurement ID. This will be a “G” followed by 10 letters and numbers, in the format G-XXXXXXXXXX. You’ll need this ID no matter which method you choose to tag your website with your analytics code. How to tag your site How you tag your site (that is, add the snippet of code that collects and sends data to Google Analytics) depends partly on the platform it’s built on. One popular option is to use Google Tag Manager, and you’ll find instructions for this on the web stream details page. Some platforms and website builders offer GA4 integration without needing to install a third-party plugin. Let’s take a look at how Wix handles it: Go to Settings > Marketing Integrations in your site’s dashboard. Click Connect under Google Tag. Click Add Google TagID. Paste your Google Analytics 4 Measurement ID in the pop-up. Note: Make sure that there are no extra spaces before the code. Select the IP Anonymization checkbox if you want to hide your site visitors’ IP addresses from Google. Click Save. Data may take time to appear Once you’ve set up GA4, the first places you will see data begin to appear are the realtime reports (Reports > Realtime Overview or Reports > Realtime Pages). Google warns that it may take some time for data collection to start, but more than likely, it will happen almost straight away. The realtime overview gives you a snapshot of users on your site over the past 5 and 30 minutes, including their locations, traffic sources, and “events.” Again without getting too technical, GA4 treats each user interaction on your site as an event—from session starts and pageviews, through to the enhanced measurement events we looked at earlier. If data is showing up in your realtime reports, you can be confident your setup is working. But it could still take up to 48 hours for data to appear in the standard reports. Find your way around GA4 Even if you've never used GA4 before, the layout of the homepage may seem familiar to you: it’s similar to the old Universal Analytics or other Google tools such as Google Ad Manager. You can access all the predefined reports using the menu on the left-hand side of the interface, swap between different accounts and properties using the dropdown menu in the top-left, and get to your admin settings via the link in the bottom-left. Directly above the Admin icon, you’ll find an option to access “Tasks.” This Task Assistant, which Google rolled out in April 2026, lists things you can do to get the most out of your GA4 property—anything from linking to Google Ads through to setting up automated alerts. Treat these as interesting suggestions rather than firm recommendations, as not all of them will be relevant or useful to your business. For example, if you don’t run ads, there’s no need to link GA4 to Google Ads. The “Get Started” section of GA4’s Task Assistant The universal search box along the top is another powerful feature. You can search for the name of a specific report, but you can also ask questions about your data, such as “How many new users yesterday?” The Google Analytics 4 universal search box showing results for “How many new users yesterday?" Hint: a good place to start is by searching for “Tour." The results to this query, such as Admin Settings Tour and Reports Library Tour, give you a quick visual tour of different parts of the interface. At the top of the universal search results, you’ll also see an option to “Ask analytics advisor.” This AI-powered chatbot can help you with broader or more subjective questions, such as “Is my traffic growing?” or “What is the best way to benchmark performance?” Analytics Advisor, GA4’s AI-powered chatbot Even with GA4’s powerful new AI capabilities, you’ll probably still find yourself turning to the standard reports regularly. Each report is made up of a number of “cards,” each card being an individual table or graph. You can customize these by clicking the “customize report” icon in the top-right (the one that looks like a pencil). And, of course you can designate a date range (the default setting shows the last 28 days). Finally, many of the cards have a small dropdown menu in the top-left that lets you change the primary dimension. For example, you may be able to change “users” to “new users.” This makes the reports much more flexible. A card on the User Attributes Overview report GA4’s standard reports GA4’s standard reports are organized into "topics," which are grouped into "report collections." These reports and collections can be reorganized as you like. This is powerful, but potentially confusing to new users, especially as the defaults have changed over time. For example, if you want to see how your users are moving through your purchase funnel, you need the "Purchase journey" report. You’ll probably find it under “Business objectives > Drive Sales." But if your property is a little older, you might see it under “Life cycle > Monetization” instead. To organize your reports, go to Reports > Library. Here you can “publish” collections (make them available in the Reports section), change which reports sit inside them, or even create your own brand new collections. As I write this, all new GA4 properties have access to the “Business objectives” collection. Here are the topics it contains and some of the questions the reports in those topics can help you to answer. Generate leads: Which channels do your users come from: organic, direct, paid search or something else? What pages are they landing on? Drive sales: What are your users purchasing? How much revenue are you generating? What does the purchase journey look like? Understand web and/or app traffic: Which pages are your users visiting? Which countries are they coming from? View user engagement and retention: How engaged are your users? What events are your users performing? (This includes enhanced measurement events if you enabled them earlier.) Explorations Another reason that GA4 doesn’t offer so many standard reports is that it encourages users to create custom reports called “explorations.” Many different exploration methods are available, like “free-form” (which, by default, presents your data as a table), through, funnel exploration, and segment overlap. Fortunately, GA4 includes a template gallery with pre-built examples to help you understand how each exploration method works. To build an exploration, start by selecting the relevant dimensions (categorical data such as country) and metrics (numerical data such as number of users), as well as adding segments, filters and so on. If you’ve used Data Studio (formerly Looker Studio, and before that, Data Studio), or created custom reports in Google Ad Manager, then this will be familiar to you; otherwise, it might be a bit of a learning curve. But it’s worth persevering, as explorations are what makes GA4 so powerful. Fortunately, there are plenty of online guides to creating useful explorations, whether you want to explore your site search data or understand how far users are scrolling down the page. Do your future self a favor and set up your GA4 property today One of the most important capabilities that Google Analytics offers is the ability to compare how your current efforts are performing against previous baselines. But, you need to begin tracking that historical data to be able to compare it later. The sooner you set up your GA4 property, the more historical data you’ll have to compare against, which can help you make better business decisions. Now if you really want to unlock the full value of your data, try linking GA4 with Google Search Console and use that powerful pair to understand your organic traffic. You can even use GA4 to automatically monitor your backlinks as part of an advanced SEO strategy. James Clark - Web Analyst James Clark is a web analyst from London, with a background in the publishing sector. When he isn't helping businesses with their analytics, he's usually writing how-to guides over on his website Technically Product. Twitter | Linkedin

Author: Dale Bertrand For the past three years, my agency Fire&Spark has been experimenting with AI, moving from basic chatbots like ChatGPT, toward AI assistants, and now AI agents that run more autonomously. What I've seen in that time has fundamentally changed how I think about marketing, website management, and where human effort is best spent. The shift from chatbots to agents is significant. With a chatbot, you ask a question and get a response. With an AI agent, you give it a goal—like write a marketing plan, refresh a page on your website, or research your competitors—and it figures out how to accomplish that goal, often working alongside other agents to get it done. Agents make decisions autonomously, take actions, use tools like web search, and can even interact with your data systems. For anyone who builds websites, has a brand, or runs an online store, this matters enormously. AI agents mean you can get marketing done faster, give customers better experiences, and lower your costs. Keep reading, or check out the webinar below, to see what that looks like in practice. Download Dale Bertrand's slides on How to Use AI Agents across your SEO stack and Crystal Carter's slides on tips for using Wix Harmony and Wix's AI Agents to grow your website traffic. How multi-agent systems work When you hear about AI agents, you might picture a single bot doing a single task. But the real power comes when you have multiple agents working together as a team, each one with a specific role, coordinating to produce an output that's better than any one of them could produce alone. Here's how a typical multi-agent system is structured. At the top, you have a supervisor agent. You give the supervisor a goal—say, write five LinkedIn posts for your brand. The supervisor doesn't do the work itself. Instead, it spins up a team of specialized agents and manages the process. First, it launches a research agent. That agent goes out and gathers relevant information: what topics are trending, what your audience cares about, what competitors are saying. Once the research is done, the supervisor hands it off to a copywriting agent, which uses that research to write the posts. Then a third agent, a QA agent, reviews the copy. If something's missing, if a fact isn't cited, if the tone is off, the QA agent sends it back to the copywriting agent with notes. The two go back and forth until the QA agent is satisfied. Only then does the supervisor agent call the job done. What makes this pattern so effective is the feedback loop between the copywriting and QA agents. It mirrors what a good human editorial process looks like—a writer drafts, an editor pushes back, the writer revises—except it happens automatically, at speed, without you having to manage any of it. How to use agents to optimize websites and workflows You can apply this same structure to almost any marketing task. The specific agents change, but the pattern stays the same: a supervisor coordinates a team of specialists, each doing what it does best, with a QA layer to catch mistakes before the output reaches you. Here are some ways to use agents to optimize your website for search. Use agents to proactively monitor your analytics Diagnose traffic drops with a swarm of agents Automate content refreshes, with a human still in the loop Monitor your target audience to write content they actually care about Scrape forums and Reddit Use agents for go-to-market (GTM) planning Think of yourself as a manager not a doer Use agents to proactively monitor your analytics Many of us have Google Analytics set up on our websites but never actually look at it. It's not always clear what the numbers mean, or what to do when you spot a problem. That's where AI agents can make a real difference. Imagine an agent connected to your GA4 data that runs every night. It proactively identifies pages that have lost traffic, surfaces opportunities to get more, and emails you only when it finds something significant. Not every small blip, but the big opportunities worth acting on. And when it does flag something, it gives you step-by-step instructions for how to fix it. This is a fundamentally different relationship with your analytics. The old way was to open GA4 when you had time, which was probably never. The new way is proactive: the agent monitors for you and brings the insights to you. Diagnose traffic drops with a swarm of agents When a page on your website loses traffic, there can be dozens of possible causes. Is it still published? Has it been de-indexed by Google? Is there a technical issue? A robots.txt problem? At my agency, we built a system to tackle this at scale. We wrote out roughly a hundred different reasons why a page might lose traffic, then built one AI agent for each reason. All hundred agents launch simultaneously, each one checking the data to test its specific hypothesis. Most come back with "not my issue,” but a handful will flag that their hypothesis might be the culprit. That narrows the problem down fast. This swarm model—deploying many agents in parallel, each with a narrow task—is one of the most powerful patterns in AI agent design. It turns a tedious diagnostic process into something that runs in the background while you focus elsewhere. Automate content refreshes, with a human still in the loop One of the most time-consuming parts of running a website is keeping content fresh. Pages that rank well need regular updates, but researching, briefing, and rewriting takes hours. We built an automated workflow to handle most of it. It works like this: agents first prioritize which pages to refresh, focusing on pages that are already performing well since they have the most to gain. Then agents do the research, write a refresh brief, and hand it to a human for review and approval. Once approved, agents write the updated copy, and a human reviews and publishes. When we implemented this, it cut our page refresh time from two hours down to 20 minutes. That's a massive time saving, and it still keeps a human in the loop at the key decision points, which is exactly where human judgment belongs. Monitor your target audience to write content they actually care about We target health technology companies at my agency, but we weren't getting the engagement we wanted on LinkedIn because we weren't writing about topics our audience cared about. We built an agent to fix that. We identified 30 people on LinkedIn who are CMOs at health tech companies—our ideal customers—and built an agent that proactively monitors what they're posting, commenting on, and engaging with. Once a day, it analyzes those conversations, identifies which topics are trending among that group, and sends me an email with a summary. Now when we write LinkedIn content for that audience, we're writing about things we know they care about, because we've been watching their conversations in real time. Scrape forums and Reddit Some of the most valuable market research you can do doesn't come from surveys or keyword tools. It comes from watching real conversations happening in the places your audience hangs out. I love scraping forums, and Reddit in particular, because people there are unfiltered. They're asking real questions, voicing real frustrations, and debating topics they genuinely care about. An AI agent can monitor the subreddits your target customers frequent, analyze the threads getting the most engagement, and surface the topics that keep coming up. When you know what your audience is actively talking about, you can write content that speaks directly to those conversations instead of guessing what might resonate. The research agent does the scraping and analysis. You get a digest of what's trending in your niche. It's the kind of audience intelligence that used to require a dedicated researcher, and now it runs on its own. Use agents for go-to-market (GTM) planning Go-to-market planning is essentially a project management problem. You need to figure out what you're going to do for your marketing, when you're going to do it, and what resources you're going to deploy at each step. It's exactly the kind of complex, multi-part task that agents handle well. An agent can help you build out the full plan: developing your messaging, mapping out your content calendar, writing social posts, setting up webinars, and sequencing all of it in a logical order. Think of it like having a strategic partner who can hold the whole plan in their head, generate the assets you need, and flag what's missing. Where agents really shine in GTM work is in the research phase. It’s great at analyzing competitors, identifying gaps in the market, and understanding what your audience needs to hear at each stage of their journey. You feed the agent your goals and your audience, and it helps you figure out the rest. You're still making the strategic calls. The agent just makes sure nothing falls through the cracks. Think of yourself as a manager, not a doer The biggest mindset shift that comes with using AI agents is this: you're becoming a manager. For example, if you were a writer, you're now an editor because the agents are doing the writing. This is actually a good thing. Most of us can only sustain two to four hours of deep creative strategy work per day before our brains start looking for an escape hatch. Agents handle the volume, the research, the first drafts, and you spend your time on the decisions that actually require your judgment. My advice: start with the agents that are already built into the software you're using. You don't need to be a programmer to use AI agents. The platforms you're already on are building this capability in. Use what's available to you, stay on top of what's new, and redesign the way you work around these tools. That's where the real leverage is. How to use agents on Wix If you're a Wix user, you don't need to be a programmer to start using AI agents on your websites. Much of what I've described in this article is already being built directly into the platform. Here's what's available today: Aria, the business assistant Aria lives in your Wix dashboard—look for the AI button in the corner—and you can have a full conversation with it about your website. You can ask it to generate a report on your highest-performing blog posts from the last 30 or 60 days, the same way I described using agents to monitor your analytics. You can ask it to create and upload events, generate structured data markup, and more. Aria is available across all Wix editors: Harmony, Studio, and classic Wix. If you're using Wix Harmony, Aria is also built into the website builder itself. You can have a conversation with it to generate new pages, add a blog, tweak your design, and optimize your copy. You can give it a role to sharpen its output. For example, tell it "you're an SEO specialist, optimize this copy to rank for the keyword antiques in Chicago" or "you're a conversion rate optimization specialist, optimize this section to improve course bookings." You can also upload brand guidelines, tone of voice documents, and customer personas so that everything it produces stays on-brand. The AI Marketing Agent The AI Marketing Agent is built specifically for marketing tasks. It can conduct keyword research, create a content plan, optimize site pages, and draft blog posts ready for publishing—with meta descriptions and on-page SEO elements built in. It can also generate optimized FAQs, which are particularly useful for visibility in AI-powered search. You stay in the loop: the AI Marketing Agent will notify you by email or dashboard notification when content is ready for your review before anything goes live. Juno, the front desk agent Where the AI Marketing Assistant focuses on getting customers in, Juno focuses on keeping them. Juno automatically prioritizes incoming messages, suggests on-brand responses to customer queries, and proactively surfaces insights—for example, flagging that there's a high volume of questions about subscriptions and suggesting you simplify that process. It can also recommend actions like sending a discount coupon to first-time buyers. Think of it as a customer retention layer running in the background. Omni, the custom agent Omni is Wix's multi-agent workflow builder. It lets you automate routine tasks, manage multiple workflows, and set approval gates so that sensitive actions, like sending emails or responding to negative reviews, require your sign-off before they go out. You can start from a template or build from scratch, and you can test your outputs before anything goes live. Templates are available for customer engagement, sales and marketing, table reservations, and more. To find it, go to the sidebar in your dashboard, click Agents, then Custom Agents. Wix MCP For those who want to go deeper, Wix has an MCP — a connector that allows external AI tools like Claude or Visual Studio Code to talk directly to your Wix website. Wix MCP is how you could, for example, have a conversation in an external AI tool and instruct it to add a new product to your store, and have that product appear live on your site without you ever logging into the Wix dashboard. MCP takes a little setup, but once it's running it can save significant time, especially for repetitive tasks like uploading products or managing content at scale. You can find setup instructions in the Wix developer documentation, and tools like Gemini or ChatGPT can coach you through the process if you get stuck. Dale Bertrand: Founder & CEO, Fire&Spark Dale Bertrand is founder of Fire&Spark, an SEO and content marketing agency. He has two decades of experience in AI and marketing, drawing on his BSc and MSc in Electrical Engineering from Brown University with a focus on AI and computer engineering. LinkedIn

Author: Zoe Ashbridge If you're a B2B marketer, you've probably spent the last year wondering whether SEO is still worth your time. Yes, search is shifting , but there's still one moment when a potential client is actively looking for what you offer, and SEO is how you show up for it. In fact, search is the channel with the biggest influence in lead generation for 57% of B2B businesses, according to First Page Sage . In my own SEO work, my B2B clients are growing organically, receiving clicks, and increasing leads by 3.5x year-over-year, with AI referral traffic converting at around 7%. B2B websites built on Wix are celebrating SEO wins, too. For example, Matt Lerner, former marketing director at PayPal and founder of coaching company SYSTM, increased traffic by 800% and online conversions by 138% . These stats are reassuring for B2B marketers who are probably reading conflicting messages about the longevity of SEO. The truth is that AI is impacting search behavior. But SEO isn't dead. And perhaps more importantly, SEO is the gateway to AI search , including visibility in AI tools like ChatGPT and Google’s AI Overviews (AIO). I’ve worked in SEO for over a decade and have served only B2B clients for most of that time. I’ve tried and tested many different strategies for a range of businesses, from startups to enterprise organizations . The strategies in this article are impactful across company sizes, though enterprise brings its own layer of complexity around site architecture, internal stakeholders, and workflow management. In this guide, I’ll share my playbook for B2B SEO success. Why a B2B SEO strategy requires nuance In B2B marketing, there are long sales cycles and multiple decision-makers involved in a purchase. As a result, a B2B SEO strategy is a bit different from other industries. For example: There are lower search volumes. Much lower. Many B2B keywords have relatively low search volumes because they describe specific, niche problems, industries, or use cases. In B2B, search volume is not a signal; instead you want keywords that tell you a prospect is actively evaluating solutions. The sales cycles are longer. B2B purchases rarely happen after a single visit. Prospects research vendors over weeks or months, returning multiple times before converting. SEO supports the entire journey, from early discovery (often through AI search) to final evaluation. There are multiple decision-makers. B2B buying decisions often involve several stakeholders (for example, marketing, procurement, and finance). SEO strategy and content must address different priorities, questions, and concerns across the buying committees. Next, we’ll move into your B2B SEO strategy so you can build a plan that drives real business outcomes.  An SEO strategy for B2B marketers B2B marketers need SEO strategies that drive business outcomes like leads, conversions, and sales. To achieve this, you first need qualified  traffic to a website. Qualified traffic is traffic that comes from people who match your ideal buyer profile and are actively searching for the type of solution you provide. Before you can bring qualified traffic to your website, you need to know what qualified traffic looks like to you. To do that, start with audience research . Know your audience first Audience research is a critical step in any good marketing plan. Audience research tells you: Who your ideal buyers are (industry, company size, role, and maturity level) What problems they’re trying to solve  and the outcomes they care about What information they need before they feel confident choosing a vendor Through audience research, you build your ideal client profile (ICP). It helps to outline your ICP in a document so your SEO and marketing team can “get to know” your audience. Usually, faux audience profiles are created, like this: Photo via Search Engine Land The idea behind audience research and creating your ICP is to identify a “person” who represents the audience your team can identify with. Then, you can speak specifically to that person, helping create authentic narratives that address their pain points and needs.  You can conduct audience research in several ways, and the best solution is probably to use multiple methods to build a comprehensive picture. Here are some methods: Interview existing customers  to see why they chose you over competitors, what they value most about your solution, which messaging resonated during the decision process, and which of your content assets of user experience was most useful for getting stakeholder buy-in. Speak to prospects who didn’t choose you  to identify what information was missing, unclear, or unconvincing on your website. You can also ask about what the competitor did well. Providing you have a good relationship with the prospect, they’ll likely be very transparent about their experience with you and competitors. Conduct keyword research  to see how potential buyers describe their problems and what solutions they actively search for. Analyze CRM  data  to identify patterns among your best customers, such as industry, company size, deal value, and buying triggers. Look for the patterns that generate the best leads, both in the short term and in the long term. Wix's  Juno Front Desk Agent can do this automatically for you. Run customer surveys  to gather broader insights into motivations, priorities, and decision criteria.  Once you know what your ICP is searching for, start building content for their specific needs and pain points. Wix's Front Desk Agent Use keyword research as a guide No B2B SEO strategy is complete without keywords (and prompts). The main thing to remember here is not to get overwhelmed by search volume and the quantity of keywords. Instead,   determine what people search for before they convert. These keywords will likely have lower search volumes. That's okay. Common sense goes a long way here. You want the keywords that signal buying intent, often including terms like: Services Agency Consultant Pricing Near me For [industry] Someone typing "what is a CRM" probably isn't ready to convert yet, but someone searching "best CRM for a solo consultant without a sales team" or "CRM software for B2B consultants managing client pipelines" is much closer to making a decision. SEO tools  will help you identify keywords that are most likely to convert. These are often called conversion keywords, or they’re marked as keywords with “transactional intent” in tools like Semrush. Note: You can find keywords through Wix's SEO Setup Checklist in your site's dashboard or with the SEO Assistant. Find high-performing keywords on Wix Pro tip:  You can also find conversion keywords from ad data. Google Ads provides the keywords people searched for and converted on. Any keyword that converts is likely worth investing in from an SEO perspective.  In modern day SEO, keywords are just one part of the job. SEO specialists must consider AI search and prompts. Prompt research can be overwhelming because AI searches are so personalized and nuanced that trying to find and serve every prompt may not be useful. Instead, focus on aligning your positioning with your ideal customers' needs. Start by talking to some of your best customers and find out what led them to you. Your sales and customer support teams are also a goldmine here, as they're closest to the buyer every day. If you know your audience well (see above), you'll build a picture about the pain points they're searching for. Once you’ve got that, you can build pages using the right messaging so your content is what’s cited and mentioned in AI responses when your target audience is finding solutions to their specific needs.  Match specific audience intent Once you know who you're targeting, create content that matches their needs. B2B audiences aren't starting their vendor discovery with broad keywords like "CRM software." They're asking, "What's the best CRM for a consultant looking to manage referrals from [audience]?" or "What's the best CRM for a solo consultant without a dedicated sales team and no technical background?" To ensure you meet search intent, you must: Identify what your ideal buyers are actively searching for  so you can ensure you meet the search criteria and show up early in the discovery phase. Provide a strong use case  with clear proof of capability and results. Resist the temptation to appeal to everyone ; focus on depth and audience quality over quantity. Target specific audiences  with tailored messaging, helpful content, and distribution to the right channels. Monitor performance across metrics  including engagement and conversion signals. Refine and repeat the process  to expand into other micro-audiences once you have traction. Consider these common values, categories, and needs when creating content for your audience. The sweet spot for B2B includes at least one component from each. For example, you might be the best possible service for a healthcare business (category) that needs to improve compliance and risk management (needs) with a cost-effective, but quality (values) solution.   Categories Industry (SaaS, healthcare, manufacturing, fintech) Company size (SMB, mid-market, enterprise) Revenue band Growth stage (startup, scaling, mature) Funding stage (bootstrapped, VC-backed, PE-backed) Geography Needs Reduced cost Increased revenue Improved compliance and risk management Improved data visibility Digital transformation Improved customer retention Enhanced security and governance Entering new markets Differentiating from competitors Values Sustainable Women-led Innovation-first Compliance and security Cost-conscious Premium or quality-driven Local-first or community-driven Data-driven Speed-focused Create pages targeting micro-intent When creating content, always start with a service page or landing page, even if you won’t rank for it straight away. This is your most important page, because it’s the page people will convert on. Plus, this page will be so marketing-critical that other channels can use it, especially email or ads, which can segment audiences based on your researched criteria and target them. A strong service page includes components like: Positioning that immediately states who the service is for and what outcome it delivers. A strong above-the-fold section , ideally with a contact form (more on that later), a compelling headline, supporting proof, and a clear primary CTA. Defined problem outline that shows a deep understanding of the audience’s pain points and pressures. A focused solution that explains exactly how you solve the problem. Tangible proof  like case studies, metrics, testimonials, recognizable logos, or certifications. Conversion-focused design  including clear CTAs, minimal friction forms, and strong page flow. This service wireframe  is excellent for B2B purposes. Start with the wireframe and use Wix’s forms  as a contact form so people can get in touch with you or your client from the actual service page. The page doesn’t need to be over-designed; simplicity works. Get your messaging right and prove your client is the best company that serves the visitor. Pro tip: Once you’ve buttoned down your audience’s needs and the page that will serve them, you can move on to supporting pages. Start with your case studies because they back up that you can do what you claim. Then, move on to blogs. Go back to your keyword research and see which words and phrases would make an informative piece of content.  Optimize for AI search visibility and discovery In recent years, the B2B buyer discovery process has shifted significantly. Buyers are no longer starting their vendor research exclusively through traditional web search. Consider the findings of a recent Responsive report : 33% of buyers start looking for vendors using a web search 32% of buyers start their vendor search using AI chatbots When buyers go straight to AI for their vendor research, shortlists take shape long before anyone lands on a website. This means, if your site isn't optimized for AI search, you're invisible during the most critical window of the buying process. Photo via Responsive What gets cited in AI responses Wix Studio's AI Search Lab  published research on which content types LLMs cite most. Across 75,000 AI answers and over a million citations, listicles, articles, and product pages together accounted for more than half of all AI citations. For B2B marketers, this is a clear signal that you need articles and listicles on your site, not just service pages. Check out the full report, linked above, for a breakdown by industry. See the full report on Wix Studio's AI Search Lab How to position your content for AI visibility The most important thing you can do is ensure your content directly addresses the specific problems your ICP is trying to solve. AI systems are good at matching detailed, scenario-based questions to specific, credible answers. Broad content that tries to appeal to everyone tends to lose out to focused content that speaks precisely to a defined audience. In practice, this means: Building pages and articles around real-world scenarios your buyers face, not just keywords Supporting every claim with proof: case studies, metrics, and testimonials signal credibility to both AI systems and human readers Structuring content clearly with descriptive headings, FAQ sections, and structured answers so AI can easily extract and reference what you've written Creating topical depth around your core problems so search engines and AI systems recognize your site as a trusted, authoritative resource Pro tip: It’s very tempting to create content simply because AI cites it or search engine ranks it, but don’t get lost in metrics that don’t move business goals. Before creating content, ask, “Would I share this content in my email newsletter?” If the answer is yes, then the chances are you should create the content because it serves your audience. Implement schema markup Schema markup is a way of structuring the data on your website  so search engines can clearly understand it.  Schema benefits AI crawlers because AI crawlers read and understand HTML. It’s a way to increase content visibility to crawlers without overwhelming a page. You can think of schema markup as labels for your content. Instead of search engines guessing whether a page contains a service, case study, review, or FAQ, schema explicitly tells them. Here’s an example of schema on a service page: {   "@context": " https://schema.org ",   "@type": "Service",   "serviceType": "B2B SEO Consulting",   "provider": {     "@type": "Organization",     "name": "Example Agency"   },   "areaServed": "United Kingdom",   "description": "SEO consulting services for B2B companies looking to increase qualified traffic and leads." } In this example, you can see the label “@type”, which identifies the content as a Service. Fields like “serviceType” then describe the specific service type, in this case, B2B SEO consulting. Other properties add further context. “provider” identifies the organization delivering the service, “areaServed” shows where the service is offered, and “description” explains what the service does. There are more than 800 schema types and over 1,500 associated properties, so implementing schema markup across a site can be overwhelming. Wix automatically generates and implements schema markup  for common page types, like products, blog posts, and events. It also automatically updates schema markup when you update a page. Don’t underestimate the power of B2B SEO Modern search systems reward relevance over size, meaning the most specific, credible answer to a buyer's question beats the biggest website in the room. Eli Schwartz, author of Product-Led SEO , puts it well : search is now "more diverse, more personalized, and more context-aware than ever before." This is an opportunity for B2B marketers.  Success comes down to deeply understanding your audience—their needs, pain points, and buying dynamics—segmenting them into hyper-targeted groups, and building a presence that matches exactly what they're searching for. In practice, that means defining your ICP, conducting keyword research to understand real buyer behavior, mapping audience problems to clearly defined solutions, and building strong service pages supported by case studies and content that speaks to each stage of the buyer journey. Platforms like Wix make many of these tactics straightforward to implement. Zoe Ashbridge - SEO strategist and co-founder of Forank Zoe Ashbridge is an SEO strategist and co-founder of Forank, a boutique search engine marketing (SEM) agency that helps B2B companies turn Google and AI search visibility into qualified leads through data-driven SEM strategies. Linkedin

Author: Miriam Ellis Whether you're just learning how to make an artist website or you've had one for years, SEO can mean the difference between making money as an artist , and not. We artists are famous for our right-side-of-the-brain gifts. We can make magic with a paintbrush, a camera, a stylus. But left-brain tasks like search engine optimization (SEO) may seem like a struggle unless we reframe them in a more appealing light. To do that, think of SEO as a way of presenting your art in the language potential patrons use to find work like yours online. Art is such a personal thing, and you may have all kinds of ways of describing your own creations to yourself, but artist websites are really a service for others. If the public is looking for what you offer, they should be able to find it.  As an award-winning fine artist, a published art book author, and a seasoned SEO, I’ll share my SEO tips for art websites in this article. The author’s art website, built on Wix The benefits of SEO for art websites I’ve been painting professionally for about 30 years. Before the internet, my visibility depended on hanging my work in galleries, participating in juried art competitions, and taking part in local art events. While all of these activities remain viable paths for artists seeking to make a name for themselves, the web has created a whole new set of opportunities for being found and chosen by patrons of the arts.  The benefits of SEO for your art website begin with being visible across a variety of platforms on which potential customers and clients might be looking for what you offer. Being courteous about how you present yourself and your work so that it matches how the public thinks is the foundation of SEO.  For example, I specialize in paintings inspired by the works of J.R.R. Tolkien. I use my Wix website  to sell museum-quality art prints that are printed on demand via WixApp, Gelato . Many fans of books like The Hobbit  and The Lord of the Rings  enjoy hanging illustrations of different aspects of Middle-earth in their homes. In other words,   there's a demand for this kind of art. Because of this demand, I’ve made sure that my website mentions the phrase “Tolkien art prints.” This helps me appear for a search that includes this wording: Each new print I offer can be titled with my potential patrons in mind. For example, if someone is searching for “painting of Celeborn and Galadriel’s chamber,” I'll have a better chance of being visible if what I’ve titled a painting contains some of these words. If I’d just titled the painting “lovely scene of elves in a tree,” I probably wouldn’t be ranking at the top of Google for a search like this: Meanwhile, the same practice of being considerate about how my potential patrons might word their searches helps me be visible for relevant prompts in a conversational AI environment like Google AI Mode: Importantly, proper Wix image optimization  can help you appear in Google Image Search . Once you establish discoverability, many additional benefits can follow. My own website has led to: The development of a community of lovely, loyal patrons Sales of my art prints Public commissions Invitations to speak at conferences Having my art featured on YouTube and in magazines A multi-book publishing deal with my dream publisher, Uppsala Books All of these wonderful opportunities began with thinking about how to communicate myself, and my work, to the public. Whether you specialize in fine art, photography, digital art, sculpture, textiles, or some other medium, the process for developing an online presence is the same.   SEO tips for artists Follow these steps to optimize your art website for search (and for humans looking for your work): Identify demand Title and write up each of your product pages Optimize your individual product pages Optimize your homepage Build authority on third-party marketing channels Build your offline community Identify demand Selling original art is not quite the same as selling something like shoes or coffee makers, where a long-standing built-in demand exists for common products. No one could have predicted that the art world would go wild over surreal paintings of swimming pools until David Hockney became one of the highest-paid living artists for creating such scenes. While you can’t predict what will take off with art collectors, your first step to optimizing your own work is to identify how your art dovetails with existing public demand.  Follow these steps: Define your medium (oils, acrylics, watercolors, digital, fiber, glass, and so on) Define your merchandise (original art, prints, private commissions, public commissions, t-shirts, digital files, calendars, mugs, greeting cards, and so on) Define dominant themes in your work (nature, weddings, literature, modern life, religion, family, animals, culture, and so on) With this set of definitions in hand, take the following actions: Search Google to do a competitor audit (e.g. “watercolor nature calendar”) Document how your top competitors have titled these products on their websites Document the suggested alternative terms Google brings up while you are typing your search; see this example that indicates that people are frequently searching for “Watercolor nature cards” as well as calendars: Enter your discovered terms into keyword research  and search trend tools like AlsoAsked , AnswerThePublic , Google Trends , and the free versions of paid tools like Moz Keyword Explorer  to see if some search phrases are more popular than others. You can also use keyword research tools within Wix . Don’t be surprised if these tools return zero search volume for a wide variety of art-related searches. This doesn't mean no one is looking for art like yours, but it can mean that the tools don’t have enough data. Understanding how your competitors are naming their art and how people are searching for similar merchandise is information you’ll carry into your next step.  Optimize your individual product pages Whether you're selling original works, digital files, or other kinds of reproductions, take these steps to improve the product pages for your art: Title each of your works based on the results of the research you did in the last step, combined with your own sense of what the main theme of each piece is. Write a detailed description of each piece, including: Dimensions Medium Price A description of all aspects of the piece, such as its theme, your inspiration, the story behind the piece, what the piece represents or conveys, where customers might like to display the piece, and the like.  For inspiration, take a look at this page on my website and note the time I’ve invested in writing a detailed and unique description of this painting, as well as how it works for customers to order a print from my printer. This single page tells a potential patron everything they need to know to confidently place an order. It also helps Google surface it in relevant search queries and AI prompts. Optimize your individual product pages The wonderful thing about Wix product pages  is that you can easily optimize multiple fields of your website with little or no technical knowledge. When you create a new product in your Wix dashboard, what you name the product will appear as the page’s title tag. This tag appears in the tab at the top of each browser, is frequently featured as the first line in organic search results entries, and has the most influence on your rankings. The dashboard text box below your title lets you write as much content as you want about each piece. Use the research you’ve done to reflect customers’ search language in everything you write. Click on the Edit SEO Settings  tab in your dashboard for further optimization. This is where you can: Ensure that your product page is set to allow search engines to crawl and index it. Write alt text for your images so that individuals with visual impairments receive a description of image contents. Write a meta description for the page offering a summary of the product of about 155-165 characters; Google will show this as the second line of your entry beneath your title tag in their search engine results. Note: You can automate meta description generation with Wix . Use Wix SEO tools to include extra structured data markup  to be eligible for rich results .  Write a URL (web address for the page) that reflects your keywords. Name files strategically Be sure that when you save your image files, you title these files with keywords in mind. For example, don’t name your image “painting12.jpg.” Name it something specific like “celebornandgaladrielartprint.jpg,” so that search engine bots and AI scrapers can more easily understand image contents. Optimize your homepage This is where you give an overall description of your work. You can also highlight featured products, posts from your art blog , and awards, then encourage the public to connect with you across your offsite marketing channels. Be sure your website homepage includes: A title tag that summarizes the most important aspects of your business, like Wedding Photography in Marin County by George Jones, Photographer A meta description tag that acts as a marketing pitch for people to click on your entry in Google’s results, like Book my 20+ years’ experience photographing Marin weddings at a competitive rate A header tag that summarizes your offering, like George Jones Wedding Photography Captures the Beauty and Fun of Your Big Day Forever A strong description of everything you offer, such as photography services, fine art, art prints, portraiture, commercial design, and merchandise, with links to landing pages for each of your main products and services Clear contact information for getting in touch with you, visiting your studio, booking a consultation, or however it is that the public can reach out to you A clear call-to-action (CTA) about what you want the public to do next after visiting your homepage. For example, go to your art prints page, go to your gallery, visit your studio, or book a consultation. Build community and authority on third-party marketing channels While optimizing your own website is the foundation of your online visibility, you need to build authority across multiple channels so that search engine bots and AI scrapers see the public citing you and linking to you all over the web.  There are 5.66 billion social media users worldwide . Current research suggests that more than 60% of product discovery is being driven by social media , making it a vital place for your art to be seen.  Meanwhile, AI environments like Google AI Mode factor social media posts into recommendations. Here’s a prompt about upcoming Tolkien-related art projects due out this year. You can see in the following screenshot that social channels are informing the responses: Build your offline community While not every artist will take this path, discovering real-world events, conferences, display spaces, competitions, societies, organizations, and groups you can be part of can help build offline buzz about you and your work that will make its way online. These “citations” of you help bots and scrapers view you as a trusted authority in your field and will support EEAT   for you as an artist. For example, here's an Instagram post being shared by The Tolkien Society’s major US conference, Westmoot, at which I am a keynote speaker: Find opportunities to participate in communities that share your interest. This will teach you so much about the people passionate about your subject, helping you to delight them in new ways over time. Remember that good SEO for art websites is about more than researching keywords and building links. It’s about connecting with the right people and communicating with them in language that make sense to them. Be observant and devoted to providing good service, and bring all that you learn back to your website to help you tell a winning story about your unique art. Miriam Ellis - Local SEO Subject Matter Expert at Moz   Miriam Ellis is a local SEO columnist and consultant. She has been cited as one of the top five most prolific women writers in the SEO industry. Miriam is also an award-winning fine artist and her work can be seen at MiriamEllis.com . Twitter  | Linkedin

In this webinar you'll learn how structured data  supports your visibility in AI and search in 2026. We’ll explore how this data helps you show up across classic and conversational search engines, including traditional Google search, AI Overviews, and ChatGPT. You’ll also see how schema markup works in new Wix SEO features like NLWeb .  Expect insights on how structured data impacts AI from Martha van Berkel, schema markup expert and founder of Schema App. You’ll also get a tactical look at structured data on Wix from Crystal Carter, Wix’s Head of SEO Communications. Download presentations from Martha and Crystal . What you’ll learn: See how schema markup impacts visibility in AI search Learn how to generate your schema markup that drives growth Discover AI structured data features and NLWeb in Wix SEO tools   Martha van Berkel Co-founder and CEO of Schema App Martha van Berkel is the co-founder and CEO of Schema App , a semantic technology company that leverages advanced schema markup to build content knowledge graphs for enterprise marketing teams. She focuses on helping marketing teams globally understand the strategic value of schema markup and thrive in an ever-evolving digital landscape. LinkedIn Crystal Carter Head of AI Search & SEO Communications, Wix Crystal is an SEO and digital marketing professional with 20 years of experience. Her global business clients have included Disney, McDonalds and Tomy. An avid AI Search & SEO Communicator, her work has been featured at Google Search Central, BrightonSEO, Moz, OMR, Semrush and more. LinkedIn