Google Ads Will Become More Aggressive in Search

Website Content Won’t Boost Your Google Maps rankings

What: For a while, there has been a misunderstanding where marketers blog more hoping to boost their rankings on Google Maps. Apparently, that perception is just a myth. The content on your website does not have any effect (positive or negative) to your Google Maps ranking.

Where did that come from: Chris Smith, the President of Argent Media, has done some extensive research over the last year where he published content on his website and tracked any improvements on the Google Business Profile. Short answer, there was none.

However, there was a lot of improvement in Google Search and his website ranked 1st for the targeted keywords.

His Google Business Profile rankings did not change.

So how do you rank higher in Google Maps then: You can create content for your Google Business Profile. This is the content that matters for Google Maps rankings, not the content on your website. You would be looking to:

• Write a strong business description highlighting main products, services, and unique differentiators in a concise and convincing manner.

• Increase your business categories because every new category you add increases potential visibility.

• List your products and services comprehensively and do not be afraid to add any custom services that do not fit in Google’s default categories.

Anything else: Keywords matter even in your Google Business Profile if you want to achieve the Google Maps rankings. Optimize your content for the right keywords.

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Google will now serve you those ads double in search

What: we know Google is the most efficient ad machine of the internet in many ways. But now, you will see the ad more than once in a page in your search results. The same ad, going to the same link, or website, more than once or twice on the web page.

Why should you care: It means that you will be seeing more ads about a particular business more than once.

If you are a business, it means that your company will linger a bit more in people’s memories as they are seeing more of you now. In the past they would only see you once on a web page and forget you sooner.

Also, in terms of costs, if large brands start gaining more web real estate, it means that small advertisers might need to spend more to compete for the same space. Google says it won’t be so… but Google has said “it won’t be so” in many things in the past and “it ended up being so” - just keep an eye out for how this develops.

What is a good conversion rate in 2025?

Industry average: Many years ago, every one said a good conversion rate for business would be 10% generally. Is that still the case? Nope. The median conversion rate across all industries is now 6.6%.

Who said: Unbounce, the company behind one of the most popular landing page software, did a report where it analyzed 41k landing pages, receiving 464 million visits, and over 57 million conversions. The full report is quite telling. But we picked some data that stood out.

Higher industries: Legal at 6.3%, Education at 8.4%, and Events and Entertainment at 12.3% were the stand out industries with high conversion rates.

Lower industries: Health and wellness at 5.1%, Ecommerce at 4.2%, and Software-as-a-Service (SaaS) at 3.8% stood out as the industries with the lowest conversion rates.

Which channel converts better: Email is still the highest converting channel at 19.3%, followed by Paid social ads at a distant 12%.

Which paid social channel converts better: Meta is carrying the day here…. Instagram converts the best at 17.9% followed by Facebook at 13%. X (formerly Twitter) comes in a distant 3rd with a 9% conversion rate.

More: There is a lot of good stuff in this report that every serious marketer or business owner should see. Make sure to download it and go through it in your time.

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