universo-virtual.com

buytrendz.net

thisforall.net

benchpressgains.com

qthzb.com

mindhunter9.com

dwjqp1.com

secure-signup.net

ahaayy.com

soxtry.com

tressesindia.com

puresybian.com

krpano-chs.com

cre8workshop.com

hdkino.org

peixun021.com

qz786.com

utahperformingartscenter.org

maw-pr.com

zaaksen.com

ypxsptbfd7.com

worldqrmconference.com

shangyuwh.com

eejssdfsdfdfjsd.com

playminecraftfreeonline.com

trekvietnamtour.com

your-business-articles.com

essaywritingservice10.com

hindusamaaj.com

joggingvideo.com

wandercoups.com

onlinenewsofindia.com

worldgraphic-team.com

bnsrz.com

wormblaster.net

tongchengchuyange0004.com

internetknowing.com

breachurch.com

peachesnginburlesque.com

dataarchitectoo.com

clientfunnelformula.com

30pps.com

cherylroll.com

ks2252.com

webmanicura.com

osostore.com

softsmob.com

sofietsshotel.com

facetorch.com

nylawyerreview.com

apapromotions.com

shareparelli.com

goeaglepointe.com

thegreenmanpubphuket.com

karotorossian.com

publicsensor.com

taiwandefence.com

epcsur.com

odskc.com

inzziln.info

leaiiln.info

cq-oa.com

dqtianshun.com

southstills.com

tvtv98.com

thewellington-hotel.com

bccaipiao.com

colectoresindustrialesgs.com

shenanddcg.com

capriartfilmfestival.com

replicabreitlingsale.com

thaiamarinnewtoncorner.com

gkmcww.com

mbnkbj.com

andrewbrennandesign.com

cod54.com

luobinzhang.com

bartoysdirect.com

taquerialoscompadresdc.com

aaoodln.info

amcckln.info

drvrnln.info

dwabmln.info

fcsjoln.info

hlonxln.info

kcmeiln.info

kplrrln.info

fatcatoons.com

91guoys.com

signupforfreehosting.com

faithfirst.net

zjyc28.com

tongchengjinyeyouyue0004.com

nhuan6.com

oldgardensflowers.com

lightupthefloor.com

bahamamamas-stjohns.com

ly2818.com

905onthebay.com

fonemenu.com

notanothermovie.com

ukrainehighclassescort.com

meincmagazine.com

av-5858.com

yallerdawg.com

donkeythemovie.com

corporatehospitalitygroup.com

boboyy88.com

miteinander-lernen.com

dannayconsulting.com

officialtomsshoesoutletstore.com

forsale-amoxil-amoxicillin.net

generictadalafil-canada.net

guitarlessonseastlondon.com

lesliesrestaurants.com

mattyno9.com

nri-homeloans.com

rtgvisas-qatar.com

salbutamolventolinonline.net

sportsinjuries.info

topsedu.xyz

xmxm7.com

x332.xyz

sportstrainingblog.com

autopartspares.com

readguy.net

soniasegreto.com

bobbygdavis.com

wedsna.com

rgkntk.com

bkkmarketplace.com

zxqcwx.com

breakupprogram.com

boxcardc.com

unblockyoutubeindonesia.com

fabulousbookmark.com

beat-the.com

guatemala-sailfishing-vacations-charters.com

magie-marketing.com

kingstonliteracy.com

guitaraffinity.com

eurelookinggoodapparel.com

howtolosecheekfat.net

marioncma.org

oliviadavismusic.com

shantelcampbellrealestate.com

shopleborn13.com

topindiafree.com

v-visitors.net

qazwsxedcokmijn.com

parabis.net

terriesandelin.com

luxuryhomme.com

studyexpanse.com

ronoom.com

djjky.com

053hh.com

originbluei.com

baucishotel.com

33kkn.com

intrinsiqresearch.com

mariaescort-kiev.com

mymaguk.com

sponsored4u.com

crimsonclass.com

bataillenavale.com

searchtile.com

ze-stribrnych-struh.com

zenithalhype.com

modalpkv.com

bouisset-lafforgue.com

useupload.com

37r.net

autoankauf-muenster.com

bantinbongda.net

bilgius.com

brabustermagazine.com

indigrow.org

miicrosofts.net

mysmiletravel.com

selinasims.com

spellcubesapp.com

usa-faction.com

snn01.com

hope-kelley.com

bancodeprofissionais.com

zjccp99.com

liturgycreator.com

weedsmj.com

majorelenco.com

colcollect.com

androidnews-jp.com

hypoallergenicdogsnames.com

dailyupdatez.com

foodphotographyreviews.com

cricutcom-setup.com

chprowebdesign.com

katyrealty-kanepa.com

tasramar.com

bilgipinari.org

four-am.com

indiarepublicday.com

inquick-enbooks.com

iracmpi.com

kakaschoenen.com

lsm99flash.com

nana1255.com

ngen-niagara.com

technwzs.com

virtualonlinecasino1345.com

wallpapertop.net

nova-click.com

abeautifulcrazylife.com

diggmobile.com

denochemexicana.com

eventhalfkg.com

medcon-taiwan.com

life-himawari.com

myriamshomes.com

nightmarevue.com

allstarsru.com

bestofthebuckeyestate.com

bestofthefirststate.com

bestwireless7.com

declarationintermittent.com

findhereall.com

jingyou888.com

lsm99deal.com

lsm99galaxy.com

moozatech.com

nuagh.com

patliyo.com

philomenamagikz.net

rckouba.net

saturnunipessoallda.com

tallahasseefrolics.com

thematurehardcore.net

totalenvironment-inthatquietearth.com

velislavakaymakanova.com

vermontenergetic.com

sizam-design.com

kakakpintar.com

begorgeouslady.com

1800birks4u.com

2wheelstogo.com

6strip4you.com

bigdata-world.net

emailandco.net

gacapal.com

jharpost.com

krishnaastro.com

lsm99credit.com

mascalzonicampani.com

sitemapxml.org

thecityslums.net

topagh.com

flairnetwebdesign.com

bangkaeair.com

beneventocoupon.com

noternet.org

oqtive.com

smilebrightrx.com

decollage-etiquette.com

1millionbestdownloads.com

7658.info

bidbass.com

devlopworldtech.com

digitalmarketingrajkot.com

fluginfo.net

naqlafshk.com

passion-decouverte.com

playsirius.com

spacceleratorintl.com

stikyballs.com

top10way.com

yokidsyogurt.com

zszyhl.com

16firthcrescent.com

abogadolaboralistamd.com

apk2wap.com

aromacremeria.com

banparacard.com

bosmanraws.com

businessproviderblog.com

caltonosa.com

calvaryrevivalchurch.org

chastenedsoulwithabrokenheart.com

cheminotsgardcevennes.com

cooksspot.com

cqxzpt.com

deesywig.com

deltacartoonmaps.com

despixelsetdeshommes.com

duocoracaobrasileiro.com

fareshopbd.com

goodpainspills.com

kobisitecdn.com

makaigoods.com

mgs1454.com

piccadillyresidences.com

radiolaondafresca.com

rubendorf.com

searchengineimprov.com

sellmyhrvahome.com

shugahouseessentials.com

sonihullquad.com

subtractkilos.com

valeriekelmansky.com

vipasdigitalmarketing.com

voolivrerj.com

zeelonggroup.com

1015southrockhill.com

10x10b.com

111-online-casinos.com

191cb.com

3665arpentunitd.com

aitesonics.com

bag-shokunin.com

brightotech.com

communication-digitale-services.com

covoakland.org

dariaprimapack.com

freefortniteaccountss.com

gatebizglobal.com

global1entertainmentnews.com

greatytene.com

hiroshiwakita.com

iktodaypk.com

jahatsakong.com

meadowbrookgolfgroup.com

newsbharati.net

platinumstudiosdesign.com

slotxogamesplay.com

strikestaruk.com

trucosdefortnite.com

ufabetrune.com

weddedtowhitmore.com

12940brycecanyonunitb.com

1311dietrichoaks.com

2monarchtraceunit303.com

601legendhill.com

850elaine.com

adieusolasomade.com

andora-ke.com

bestslotxogames.com

cannagomcallen.com

endlesslyhot.com

iestpjva.com

ouqprint.com

pwmaplefest.com

qtylmr.com

rb88betting.com

buscadogues.com

1007macfm.com

born-wild.com

growthinvests.com

promocode-casino.com

proyectogalgoargentina.com

wbthompson-art.com

whitemountainwheels.com

7thavehvl.com

developmethis.com

funkydogbowties.com

travelodgegrandjunction.com

gao-town.com

globalmarketsuite.com

blogshippo.com

hdbka.com

proboards67.com

outletonline-michaelkors.com

kalkis-research.com

thuthuatit.net

buckcash.com

hollistercanada.com

docterror.com

asadart.com

vmayke.org

erwincomputers.com

dirimart.org

okkii.com

loteriasdecehegin.com

mountanalog.com

healingtaobritain.com

ttxmonitor.com

bamthemes.com

nwordpress.com

11bolabonanza.com

avgo.top

Do your SEO and PPC teams need upskilling or reskilling? - SEO
Sunday, June 22, 2025
spot_img

Top 5 This Week

Related Posts

Do your SEO and PPC teams need upskilling or reskilling?

If you looked over the agenda at SMX Advanced, held June 13-14, you probably spotted this trend:

“AI” appears in the titles of 11 sessions, including “How generative AI will change SEO as a profession.”

And this doesn’t include the titles of four other sessions on related topics like “Revolutionize your PPC game with GPT.”

Hey, I get it. Marketers and executives attended their industry’s most important events to:

  • Keep up to date with industry trends.
  • See new products and services.
  • Maintain and build relationships.

In short, attending leading conferences and trade shows keeps you informed and competitive.

And there’s no question that generative AI will change SEO as a profession and revolutionize your PPC game.

But whether you attended SMX Advanced or not, it is time to ask yourself a different question: “Do your SEO and PPC teams need upskilling or reskilling?”

Upskilling and reskilling, defined 

According to LinkedIn Learning:

Why do 80% of PPC specialists need upskilling?

Based on my experience, about 80% of the PPC specialists at brands or agencies will probably need upskilling this summer and around 20% will need reskilling.

Why? 

When Google announced it was “Supercharging Search with generative AI,” Elizabeth Reid, the Vice President and GM of Search, said, “In this new generative experience, Search ads will continue to appear in dedicated ad slots throughout the page.”

And Google’s primary source of revenue is advertising, which makes up around 80% of the company’s total revenue.

So, approximately 80% of PPC specialists will need some upskilling to take advantage of the advent of Google’s search generative experience (SGE).

Suppose brands and agencies want to stay two steps ahead of competitors.

In that case, they should also provide their PPC specialists with some upskilling workshops or courses to seize the opportunities offered by the migration to Google Analytics 4 (GA4).

For example, if you link your GA4 property to Google Ads, Display & Video 360, or Search Ads 360, then you can re-engage GA4’s predictive audiences – like “Likely 7-day purchasers” and “Predicted 28-day top spenders” – with a remarketing campaign. 

These additional skills enhance a worker’s performance in their current role.

So, why will roughly 20% of your PPC team need reskilling?

Well, you already know that AI can scale asset production to serve the most relevant version of an ad across channels via Performance Max, App, and Video action campaigns.

But AI-powered solutions will soon play a pivotal role in creative development – from campaign planning to creative testing to media planning.

And that will involve learning new skills outside of a PPC manager’s existing skillset.

Get the daily newsletter search marketers rely on.


See terms.


Why do 80% of SEO specialists need reskilling?

Based on my experience, about 20% of the SEO specialists at brands or agencies will probably need upskilling this summer, but around 80% will need reskilling. And it’s probably time for a reorg, too. 

Yes, I realize Reid said, “As we bring generative AI into Search, we’re committed to continue sending valuable traffic to sites across the web.” 

So, SEO is still alive. And it has survived several major Google algorithm updates since the Panda update back in 2011. So, it should survive the advent of SGE in 2023.

But SEO should become part of a Venn diagram that includes the closely adjacent disciplines of content marketing and social media marketing to maintain or improve search rankings, drive website traffic, and generate conversions.

Why?

Because Google’s continued existence in this new era of Search doesn’t depend on the success or even the survival of SEO. So, many SEOs will need to learn new skills outside of their existing skillset. 

In a post entitled, “Learn from others’ experiences with more perspectives on Search,” Lauren Clark, the Product Manager at Google Search, said:

Fortunately, GA4 has some new default channels that enable SEOs to monitor the performance of organic social, organic video, and organic shopping as well as organic search. And the referral channel still lets you see which users arrive at your site via non-ad links on other sites/apps (e.g., blogs, news sites).

Plus, new research by Rand Fishkin of SparkToro found, “A substantial portion of social referral traffic comes without proper, accurate referral data, and is misclassified as ‘direct.’” Fishkin adds, “For those investing in pro-active social media marketing, we recommend using unique URLs to track activity to social promotions.”

And many brands and agencies should consider adopting new organizational structures.

For example, the SEO, content marketing, and social media marketing teams need to be integrated to survive or even thrive when long- and short-form videos, images, and written posts start to appear in the Perspectives filter.

Plus, creating at least a dotted line reporting structure with the digital PR team makes sense.

In June 2023, Think with Google published “Does your marketing have the essentials to succeed with AI?” which included this line:

  • “Silos can be kryptonite for AI, limiting its ability to optimize and maximize performance.”

It also quotes Alex Clemente, managing director of Harvard Business Review Analytic Services, who explained:

  • “Cross-functional teams will need to nurture a test-and-learn culture where leaders can quickly adjust the plan when results don’t come in as expected, or double down on what works.”

Hey, this reorg is long overdue. Google has blended video, news, images, maps and webpages since they announced universal search in 2007.

Brands and agencies have had 16 years to get around to putting everyone involved in creating content on the same team.

So, if it takes the advent of generative AI to finally get marketers and executives to restructure their teams, then it’s about time.

As Benjamin Franklin said at the time of the signing of the Declaration of Independence, “We must all hang together, or, most assuredly, we shall all hang separately”.

What should marketers and executives do next?

So, what should you do next?

Well, after you learn as much as you can about generative AI and other related topics, you should also set aside some time to think about the difference between upskilling and reskilling your employees.

Figure out if most of your PPC specialists need the former while many of your SEO specialists need the latter.

Now, brands and agencies may want to encourage their existing employees to check out the free online courses that are available in the Google Digital Garage. Some courses are provided by Google, and others from their partner universities or institutions.

Marketers and executives may also want to reimburse their employees for getting certification from a reputable institution.


Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.


Popular Articles