Today’s Insights    

  • Future of Remarketing
  • Link Building
  • Google
  • GEO
  • TikTok vs Google 
 

Hello there, 

I don’t know about you, but lately it feels like marketing is changing every time I blink. One minute, Microsoft is flipping remarketing on its head by focusing on impressions instead of clicks. The next, TikTok is claiming it’s rivaling Google as Gen Z’s search engine of choice. And then there’s Google, depending on who you ask, the web is either thriving or dying (talk about mixed signals!). 

On top of that, we’ve got Generative Engine Optimization (GEO) stepping in as the “new SEO” for AI-powered search, and link building still fighting for its place in the spotlight. It’s a lot, but it’s also really exciting. 

In this issue, I’ll walk you through these shifts, what they mean for us as marketers, and how we can make sure we’re not just keeping up, but staying ahead. 

-Javier 

Featured Topic 

The Future of Remarketing: Impressions Over Clicks 

Microsoft is shaking up remarketing with impression-based targeting, building audiences simply from people seeing your ads, no click required. 

Why it matters: 

  • Privacy-proof: Works without cookies or browser tracking.
  • AI-driven search: Many users get answers without clicking, this keeps you visible.
  • Beyond CTRs: Success now means recall and sentiment, not just clicks.
  • New opportunities: Even “low-quality” placements can drive lasting brand awareness. 
 

How to use it: 

  • Build impression-based lists now.
  • Tailor creative for cold, warm, and hot audiences.
  • Map out the journey (awareness → decision).
  • Budget for scale, impressions need volume. 
 

Impression-based remarketing isn’t just a feature, it’s a future-proof way to stay top-of-mind in an AI-first, clickless world. 

Source: https://searchengineland.com/remarketing-microsoft-impressions-461117  

Link Building, Google, GEO, TikTok Search Engine 

Is Link Building Dead? 

Despite the rumors, link building is alive and well, just different in 2025. Research shows backlinks and domain authority still play a big role in driving rankings and organic traffic. 

What’s changed is the approach. Spammy tactics like mass guest posts or link farms don’t move the needle anymore. Instead, digital PR and high-quality mentions are the winning strategy, earning links and visibility from trusted sources while also boosting your chances of appearing in AI-powered search results. 

Source: https://buzzstream.com/blog/is-link-building-dead/  

Is the Google Thriving or Dying? 

Google seems to be talking out of both sides of its mouth. In interviews and blog posts, execs like Sundar Pichai insist the web is thriving, with more content, more consumption, and AI making search “better than ever.” 

But in court, Google’s lawyers argue the opposite: the open web is in “rapid decline.” Why? Because ad dollars are shifting away from open-web display toward Connected TV, retail media, and AI-driven formats. They claim forcing Google to divest parts of its ad business would only accelerate that decline, hurting publishers who rely on open-web revenue. 

The contradiction highlights the tension between Google’s public defense of the open web and its private arguments to protect its ad empire. 

Source: https://searchengineland.com/google-web-thriving-dying-461653  

What Is Generative Engine Optimization (GEO)? 

Generative Engine Optimization (GEO) is like SEO for the AI era. Traditional SEO focuses on ranking in Google’s blue links, but GEO makes sure your content is structured, clear, and trustworthy so that AI tools like Google’s AI Overviews, ChatGPT, or Perplexity can pull from it directly. 

The goal isn’t just to get clicks, it’s about making your content easy for generative engines to understand and cite, keeping your brand visible as search shifts toward AI-powered answers. 

Source: https://moz.com/blog/generative-engine-optimization  

TikTok vs. Google: Who’s Winning Gen Z Search? 

TikTok is quickly closing the gap with Google as Gen Z’s go-to search tool. A TikTok/WARC study found 90% of Gen Z still use Google weekly, but 86% also search on TikTok, especially for fashion, beauty, cooking, and DIY. 

Millennials remain loyal to Google, but TikTok’s visual-first approach is reshaping how younger users find information, and fueling new ad opportunities. Meanwhile, AI tools like ChatGPT lag behind but are pressuring both Google and TikTok to evolve. 

The future of search may not be dominated by one player, but a mix: Google for broad queries, TikTok for visual discovery, and AI for complex answers. 

Source: https://www.tubefilter.com/2025/09/10/tiktok-search-engine-ads-new-research/