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11 of the best free tools every SEO should know about

Search Engine Land

We need to understand website performance, market trends, user behavior, competitor activity and the effort needed to achieve our goals. This suite includes tools for checking your website’s health, analyzing backlinks and conducting keyword research. Working in SEO requires various tools for research and analysis.

SEO 111
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How smarter measurement can fix marketing’s performance trap

Martech

Our over-reliance on short-term performance marketing has led us into the doom loop a cycle in which brands keep investing in whats immediately measurable while starving brand-building marketing activity. To escape the doom loop, we dont need to swing the mix wildly back to brand or abandon performance tactics altogether.

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How tariffs impact retail sales and ad spending, and why 2025 might be different

Martech

Automakers did increase ad spending with incentives designed to spur demand, not as a sign of health. ad spending was already very low in 2002 as the country was recovering from a recession. Overall, ad spending was down in the B2B and durable goods sectors as an atmosphere of caution prevailed.

Retail 121
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Why focus is the way forward for high-performing marketing organizations

Martech

Example Common Good’s why is to make health and happiness accessible to anyone, so they fight for the brands that share this purpose. Next steps to becoming a high-performing marketing organization By answering the questions above, you can define a positioning strategy to increase your organizations’ value and relevance.

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Are AI tools shaping your intentions more than you realize?

Martech

Dig deeper: How behavioral economics can be the marketers secret weapon 4. When platforms cause harm whether its a data breach, mental health impact or exploitation of users accountability often becomes a murky subject. Who is accountable for misuse or harm? Ask yourself: If something goes wrong, who will take responsibility?

Retail 123
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Purpose, Proof + Personalization | Secrets to Marketing in the Beauty Industry

Set Up

From Vanity to Identity: The Rise of Purpose-Driven Beauty Consumers in 2025 are prioritizing mental health, transparency, and trustand beauty brands are responding. According to Adweek , brands that center their mission and speak to emotional well-being are outperforming those that focus purely on performance or image alone.

Gen Z 59
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Perkuto acquired by MERGE

Martech

The marketing operations consultancy Perkuto, responsible for MarTech’s MOPs Rundown series of articles , has announced its acquisition by storytelling tech platform MERGE. MERGE offers a range of agency services, including strategy, performance marketing, creative and comms, to clients in healthcare, financial services and commerce.

Health 120