SEO as a key defense against a decline in organic traffic

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SEO is no longer just about growth – it now plays a crucial role in protecting existing organic traffic . In a search environment influenced by artificial intelligence, zero-click results, and constant changes to Google’s algorithms, achieving organic growth is becoming increasingly difficult. Statistics show that almost 60% of Google searches end without a click, which means that businesses cannot just rely on growth, but must actively work to maintain visibility. Without a long-term SEO strategy, organic traffic will gradually decline, which can negatively affect the overall performance of an online business. This article explains why SEO is not only an engine of growth, but also an indispensable tool for protecting search engine rankings and the long-term sustainability of an online business.

Google gives responsive search ads more flexibility
Google Ads continues to optimize Responsive lawyer data Search Ads (RSA) to increase their flexibility and performance. Using advanced artificial intelligence, ads now more dynamically combine headlines, descriptions, and other elements, leading to higher user engagement and better relevance.

Key changes:

Dynamic optimization: Google may adjust the display of ad elements, such as omitting descriptions, if this leads to better results.
More efficient use of assets: Headings that were not previously used in RSA can now be displayed as sitelinks, expanding their use.
Links in headlines: Up to two RSA headlines can be displayed in the position previously reserved for sitelinks, with a direct link to the landing page.
These changes allow advertisers to better leverage their creative assets while providing users with a more relevant and seamless ad experience. For marketers, this means adapting their RSA strategy and tracking new performance metrics.