## Amazon: More Than an Online Marketplace—A Leading Ad Platform

In 2025, Amazon is more than the world’s largest e-commerce marketplace—it’s now the third-largest digital advertising platform in the U.S., projected to capture over 15% of total digital ad spend by year’s end[^1]. Its advertising reach spans multiple touchpoints, including Amazon.com, Fire TV, IMDb, and a growing array of third-party apps and websites through the Amazon Demand Side Platform (DSP). For businesses looking to connect with millions of consumers at every point in the buying journey, Amazon Ads has become indispensable.

## What Are Amazon Ads?

Amazon Ads are digital advertisements displayed across Amazon’s own ecosystem (such as product pages, the home page, search results) and extended network (third-party websites and apps). Much like [Google Ads](/services/paid-media-management), Amazon Ads use a pay-per-click (PPC) model—advertisers only pay when someone clicks. The targeting is powered by Amazon’s deep insights into users’ browsing, shopping, and demographic data, making it possible to serve ads to the right audience precisely when they’re most likely to convert.

## Types of Amazon Ads

Amazon offers various ad types, each designed to help you meet different marketing objectives and engage with potential customers at every stage of the funnel.

### 1. Sponsored Products
Sponsored Products highlight individual product listings, displaying them prominently in search results and on product pages. These ads help increase visibility and sales opportunities for specific items, making them ideal for boosting conversions on bestsellers or newly launched products.

![Amazon product page showcasing swimwear for men and women, including shorts and swimsuits, with 'Sponsored' labels indicating paid advertisements. Prices, ratings, and delivery information are displayed under each product.](https://s3.us-east-1.wasabisys.com/cdn.fruition.net/sponsored_products_26ab4b0560.png)

![Amazon product recommendations based on shopping trends, showcasing women's clothing including jeans and a tee. Products are labeled 'Sponsored' with prices and Prime availability displayed under each item.](https://s3.us-east-1.wasabisys.com/cdn.fruition.net/sponsored_products_footer_670a6e38ae.png)

### 2. Sponsored Brands
Sponsored Brands are banner ads that appear at the top of search results. These ads offer an excellent way to spotlight your brand’s identity, showcase multiple products, and drive traffic to a customized landing page. They’re particularly effective if you’re looking to build brand recognition and drive consideration across your full product line.

!['Similar brands on Amazon' section with sponsored ads for GAP, PajamaJeans, and Jean Name Shirts & Gifts. Product prices, ratings, and images are displayed under each item, along with a GoDaddy advertisement.](https://s3.us-east-1.wasabisys.com/cdn.fruition.net/sponsored_brands_footer_f8e0b5af77.png)

### 3. Sponsored Display
Sponsored Display ads appear on product detail pages, customer review pages, search results, and under the “Featured offer.” This format is excellent for retargeting shoppers who have shown interest in your or similar products. Sponsored Display also extends your reach beyond Amazon by displaying ads on third-party sites, leveraging Amazon’s audience data.

![Amazon video ads](https://s3.us-east-1.wasabisys.com/cdn.fruition.net/amazon_ads_video_0210aba6bf.png)

### 4. Amazon DSP
Amazon Demand Side Platform (DSP) uses real-time bidding to deliver display and video ads across Amazon-owned sites, apps, and third-party publishers. With DSP, advertisers can apply advanced targeting options—such as lifestyle segments or in-market audiences—to reach consumers both on and off Amazon.

### 5. Custom Ads
For brands looking for standout, tailor-made creative, Amazon’s Custom Ads offer an innovative approach. These ads are typically higher cost but can deliver significant impact through unique placements, interactive elements, and brand storytelling—perfect for major launches or brand awareness campaigns.

## Understanding Amazon Ad Placements

Where your ads show up can be as important as the ads themselves. Amazon’s platform offers five main placements:

1. **Product Detail Pages**: Appear directly on pages where consumers view product information.  
2. **Search Results**: Capture users actively searching for specific or related products.  
3. **Third-Party Websites**: Leverage Amazon DSP to display ads off Amazon—expanding your reach.  
4. **Amazon Devices**: High-impact, full-screen placements on Fire TV, Kindle, or Echo devices.  
5. **Amazon Owned & Operated Sites**: Extend visibility on properties like IMDb, Goodreads, and DPReview.

## Who Can Benefit From Amazon Ads?

Just about any business aiming to boost product visibility and revenue can find value in Amazon Ads. According to internal Amazon data, advertisers that strategically optimize campaigns can see a significant return on ad spend (ROAS). Brands of all sizes—from household names to emerging startups—can tap into the platform’s deep user insights to drive growth.

### Hospitality Brands
Hotels, resorts, and other businesses in the travel sector have benefited from an expanded set of video and display options on Amazon DSP. A luxury hotel chain, for instance, can show immersive, full-screen ads on Fire TV devices, allowing users to see exactly what a resort has to offer. This tactic often results in higher booking rates, with Amazon reporting a 40% increase in expected gross bookings in 2024[^2].

### eCommerce Brands
For both established retailers and new sellers, Sponsored Products, Sponsored Brands, and Sponsored Display ads can put your products in front of in-market shoppers. As shoppers on Amazon often have high purchase intent, even small gains in visibility can translate into meaningful revenue increases.

### Financial Brands
Banks, insurance companies, and credit card issuers are increasingly using Amazon Ads to reach targeted audiences. A credit card brand, for example, can run a Sponsored Brands campaign promoting a new cash-back offer. Because Amazon has robust targeting, these ads can focus on users who frequently purchase from certain categories or meet specific demographic criteria.

### B2B Brands
Amazon Business has grown substantially, making it a prime channel for B2B sellers. From industrial equipment to office supplies, B2B advertisers can leverage Amazon DSP or Sponsored Display to retarget potential buyers who previously explored their listings.

## Amazon Ads: A Powerful Alternative (or Companion) to Google Ads

As the digital advertising landscape continues to evolve, Amazon Ads stands out by letting advertisers capitalize on real-time, high-intent shopping behaviors. While Google Ads targets users across the broader web, Amazon Ads can zero in on active shoppers—often those ready to buy. For many businesses, running both platforms in parallel is the best strategy, as it covers users researching on Google and purchasing on Amazon.

With the right audience insights, ad formats, and ongoing optimizations, Amazon Ads can deliver impressive growth and profitability. As 2025 unfolds, we’re seeing even more features—like Generative AI-driven ad creative and refined targeting—making Amazon Ads an ever-stronger force in the industry.

### Ready to Scale Up with Amazon Ads?

Success on Amazon Ads hinges on understanding your target audience, selecting the right ad types, and continuously refining your strategy based on real-time performance data. If you’re ready to explore how Amazon Ads can elevate your brand:

[Contact the experts at Fruition](https://fruition.net/contact) and discover how our team can optimize your Amazon advertising strategy for maximum ROI.



[^1] [Amazon.com Announces Q1 Results (2023)](https://ir.aboutamazon.com/news-release/news-release-details/2023/Amazon.com-Announces-First-Quarter-Results/)  
[^2] [Hospitality Marketing with Amazon Ads](https://advertising.amazon.com/solutions/industries/hospitality-marketing)  

Unveil the power of Amazon's digital advertising platform. Learn about different Amazon ad types, placements, and targeting strategies to boost your product visibility and sales. Start reaching your ideal customers today!


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A Complete Guide to Amazon Ads for 2025 Success

At Fruition, safeguarding our clients' data and ensuring the highest standards of security and compliance are at the core of everything we do. We are thrilled to announce that Fruition has successfully attained SOC2 and ISO 27001 certifications, alongside receiving additional auditor sign-off for HIPAA compliance. These achievements underscore our unwavering commitment to providing secure, reliable, and compliant solutions for our enterprise and government clients.

### **Achieving SOC2 and ISO 27001 Certifications**

**SOC2 Certification**

SOC2 (System and Organization Controls 2) is a rigorous auditing framework that ensures service providers securely manage data to protect the privacy and interests of their clients. Fruition’s SOC2 certification demonstrates our adherence to stringent security principles, including:

- **Security:** Protection of system resources against unauthorized access.
- **Availability:** Ensuring system accessibility as stipulated by service level agreements.
- **Processing Integrity:** Guaranteeing that system processing is complete, valid, accurate, and timely.
- **Confidentiality:** Protecting information designated as confidential.
- **Privacy:** Ensuring personal information is handled according to the organization’s privacy notice.

By achieving SOC2 certification, Fruition reassures our clients that their data is managed with the highest levels of security and integrity.

**ISO 27001 Certification**

ISO 27001 is an internationally recognized standard for information security management systems (ISMS). Fruition’s attainment of ISO 27001 certification reflects our comprehensive approach to managing sensitive information, ensuring that it remains secure through systematic risk management processes. This certification covers:

- **Risk Assessment:** Identifying and assessing information security risks.
- **Security Controls:** Implementing appropriate controls to mitigate identified risks.
- **Continuous Improvement:** Regularly reviewing and updating security measures to adapt to evolving threats.

ISO 27001 certification reinforces Fruition’s dedication to maintaining a robust information security framework that meets global standards.

### **HIPAA Compliance Endorsement**

While Fruition is not a covered entity under HIPAA, we handle Personally Identifiable Information (PPI) and thus adhere to HIPAA standards to ensure the utmost protection of sensitive data. Our additional auditor sign-off on HIPAA compliance means that Fruition meets the required safeguards for the privacy and security of health information, including:

- **Administrative Safeguards:** Policies and procedures to manage the selection, development, and implementation of security measures.
- **Physical Safeguards:** Controls to protect electronic systems and related buildings and equipment from unauthorized access.
- **Technical Safeguards:** Technology and policies to control access to electronic health information.

This compliance ensures that our clients in the healthcare sector can trust Fruition with their sensitive information, knowing that we uphold the highest standards of data protection.

### **Adhering to NIST Guidelines**

Fruition goes beyond industry standards by extensively following the National Institute of Standards and Technology (NIST) guidelines, including:

- **NIST AI Risk Management Framework (RMF):** Ensuring that our AI-driven solutions are developed and deployed responsibly, addressing risks associated with artificial intelligence.
- **NIST Cybersecurity Framework (CSF) 2.0:** Enhancing our cybersecurity posture through a flexible and comprehensive framework that aligns with business needs.
- **NIST Special Publication 800-53:** Implementing a catalog of security and privacy controls to protect federal information systems and organizations.

By integrating these NIST guidelines into our operations, Fruition ensures robust security measures that align with national best practices.

### **Fruition’s Cutting-Edge Products**

**FruGPT: Generative AI Platform**

FruGPT is Fruition’s state-of-the-art generative AI platform designed to empower businesses with advanced AI capabilities. From natural language processing to machine learning-driven analytics, FruGPT delivers innovative solutions that drive efficiency and innovation. Our SOC2 and ISO 27001 certifications ensure that FruGPT not only excels in functionality but also maintains the highest standards of data security and compliance.

**Agent-Focused Platform**

Our agent-focused platform is engineered to provide seamless and secure interactions between businesses and their customers. By leveraging advanced AI technologies, this platform enhances customer service, automates routine tasks, and delivers personalized experiences. Security and compliance are integral to our platform’s design, ensuring that all interactions and data handling meet strict regulatory requirements.

### **Secure Cloud Hosting Environment**

Fruition’s Cloud Hosting Environment is SOC2 certified, offering a secure and reliable infrastructure for our clients. Whether you’re an enterprise or a government agency, our cloud solutions provide:

- **Scalability:** Easily scale resources to meet your business needs.
- **Reliability:** Ensure high availability and minimal downtime.
- **Security:** Benefit from advanced security measures that protect your data in the cloud.

Our SOC2-certified cloud environment is tailored to support the complex demands of enterprise and government clients, providing peace of mind through robust security and compliance.

### **Commitment to Excellence**

Achieving SOC2 and ISO 27001 certifications, along with HIPAA compliance endorsement, is a testament to Fruition’s dedication to excellence in security and compliance. These certifications not only validate our security practices but also enhance trust and confidence among our clients and partners.

At Fruition, we understand that in today’s digital landscape, security and compliance are paramount. Our continuous investment in meeting and exceeding industry standards ensures that we deliver secure, reliable, and innovative solutions that empower our clients to thrive.

### **Looking Ahead**

As we move forward, Fruition remains committed to maintaining and elevating our security and compliance standards. We will continue to embrace emerging technologies and frameworks, ensuring that our clients benefit from cutting-edge solutions that are both secure and compliant.


*If you have any questions about our certifications or how Fruition can support your business needs, please don’t hesitate to [contact us](#).*

We are thrilled to announce that Fruition has successfully attained SOC2 and ISO 27001 certifications, alongside receiving additional auditor sign-off for HIPAA compliance. 

Fruition Achieves SOC2 and ISO 27001 Certifications with HIPAA Compliance Endorsement

## Social Media: From Trendy Newcomer to Marketing Mainstay

Social media has long since evolved from the new kid on the block to a critical pillar of any digital marketing strategy. According to the latest data from Pew Research Center, over 85% of online adults in the United States now use at least one social networking site, and more than half actively engage on two or more platforms. With user numbers rising and businesses pouring in, competition for attention is more intense than ever—which is why brands are investing significantly in social media advertising.

## The Simple Answer for Most Brands: More Ad Spend

In 2021, eMarketer estimated that global advertisers would invest nearly \$56 billion in social media ads. By 2025, this figure is projected to exceed \$120 billion, representing a growing slice of total digital ad expenditures. The surge in social ad spend is fueled by the ability to hyper-target specific audiences, providing substantial ROI when compared to older methods like newspaper, TV, radio, or even traditional PPC.

Social media platforms continue to refine their advertising tools, offering marketers robust user data and advanced targeting capabilities. While platforms such as Twitter (now called X) and LinkedIn have their share of the pie, Meta’s Facebook and Instagram remain strong leaders in social ad spend. Meanwhile, TikTok, Snapchat, and newer platforms like Threads (from Meta) and emerging AR/VR channels are rapidly carving out their own valuable niches.


## What’s Next for Advertisers?

Despite Facebook and Instagram still dominating the space, newer platforms are no longer a novelty. Brands wanting to stay innovative and reach younger, highly engaged demographics should have TikTok and Snapchat firmly on their radar:

- **TikTok**: Short-form video is here to stay, with TikTok’s user base forecasted to surpass 1.8 billion monthly active users by the end of 2025. Its unique algorithm and popularity among Gen Z create opportunities for brands willing to experiment with entertaining, bite-sized video content.

- **Snapchat**: Famous for ephemeral content and AR filters, Snapchat continues to perform well among teens and young adults. Its AR ad offerings and interactive tools can help brands connect with users in fun, innovative ways.

At the same time, **Instagram** remains a powerful option for brands whose content is visually appealing. Advertising on Instagram is integrated through Facebook’s ad platform, giving advertisers the full suite of targeting options, from lookalike audiences to device-specific placements. For many Fruition clients, cost per click (CPC) on Instagram still rivals Facebook, though success varies by industry and campaign goals.

Instagram’s user base skews younger than Facebook, making it an effective channel for reaching millennials, Gen Z professionals, and even teen segments. As Meta continues to integrate new ad placements (like Instagram Reels) and features within Instagram, it’s likely the platform’s ad revenue and user engagement will continue growing.


## Stay Ahead of the Curve with Emerging Platforms

Our advice: diversify. While Facebook, Instagram, and LinkedIn (or X) might seem like the safe bets, be prepared to adapt as new or evolving platforms enter the market. Whether you’re dabbling in TikTok, Threads, Snapchat, or experimenting with the Metaverse and AR/VR channels, embracing these platforms early provides a competitive edge—and sets you up to capitalize on future innovations.

The social media landscape in 2025 demands agility, creativity, and the willingness to test new approaches. Keep your eyes on emerging trends and features, and don’t hesitate to pivot when promising new opportunities arise.


### Want to learn more about Social Media Marketing?

[Talk to the experts at Fruition](https://fruition.net/contact) to discover how we can help propel your company to the next level with cutting-edge social media strategies and campaigns.

Examine new opportunities in social media advertising. Discover the ideal channels for your brand as you navigate the rapidly evolving landscape.

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2025 Social Media Ad Trends: Where Your Investment Should Be Heading

## Understanding Image Copyright and Why It Matters

With the vast number of images circulating online, having a firm grasp of image copyright laws is more important than ever. Inappropriate or unauthorized use of images can result in costly legal or financial ramifications. To avoid these pitfalls, it’s essential to verify the image’s original source, obtain relevant permissions, and thoroughly understand any terms of use.

## Identifying Whether an Image Is Copyrighted

Most newly created works—including photographs and other images—are automatically protected by copyright from the moment they come into existence. The real challenge often lies in identifying the legitimate copyright holder to secure permission for use.

## Five Steps to Determine Image Copyright

Below are several ways to confirm an image’s copyright status and ownership:

1. **Look for an Image Credit or Contact Details**  
   Many online images feature a caption or credit line identifying the creator or copyright owner. This attribution may also include contact information or a link to the owner’s website, making it easier to reach out and negotiate usage terms.

2. **Check for a Watermark**  
   Watermarks often indicate an image is protected under copyright. They usually include the owner’s name or the name of their business, which can help you find contact details. Using software to remove these watermarks is illegal and can lead to legal repercussions.

3. **Inspect the Image’s Metadata**  
   Creators sometimes embed valuable information—such as the owner’s name, copyright notice, or contact details—into the file’s metadata. You can access this data by viewing the image’s properties on your computer or through an image editing software.

4. **Use Google’s Reverse Image Search**  
   If the owner remains elusive, try conducting a reverse image search on Google. By clicking on the camera icon within Google Image Search, you can upload the image or paste its URL. This can reveal other places the image appears online, which may lead you to the copyright holder.

5. **Consult the U.S. Copyright Office Database**  
   If you have enough details to potentially identify the copyright holder, you can search the U.S. Copyright Office Database. While registration in the database is not mandatory for an image to be copyrighted, it does provide creators with additional legal benefits.

**Important Note:** If you cannot identify the image’s source and copyright owner with certainty, it’s safest not to use the image. There are many reputable stock image sites that offer high-quality, legally compliant images suitable for different needs and budgets.

## Situations Where You Can Use Images Without Explicit Permission

In specific circumstances, it is permissible to use an image without seeking explicit authorization:

- **The image is clearly labeled as free for use.**  
  For instance, platforms like [Unsplash](https://unsplash.com/) provide images under licenses that allow free usage.

- **The image is in the public domain.**  
  Public domain images are not subject to copyright because the copyright owner has relinquished those rights or the copyright term has expired.

- **The image is covered by a Creative Commons (CC) license.**  
  Creative Commons licenses outline various levels of permissive use, but always review the specific terms to ensure compliance.

In any case, ensure you have all the necessary information to use the image safely and legally. When in doubt, reach out directly to the creator or copyright holder for clarification.

## Concluding Thoughts

Image copyright can be intricate, but understanding the fundamentals will help you stay compliant and avoid potential legal issues. Always ensure you have the proper rights before using images—this precautionary step can save you from expensive and stressful disputes. 

For over two decades, **Fruition** has championed best practices in digital rights management, content creation, and SEO services. We remain steadfast in supporting artists and creators worldwide in protecting their intellectual property and digital content.

Avoid costly legal issues by learning how to verify an image’s copyright status. Discover five essential methods—including checking metadata, using Google’s reverse image search, and consulting copyright databases—to ensure every image you use is both safe and legal.

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How to Check Image Copyrights: 5 Simple Steps

Hi, I'm Jim Collins, CEO of [Fruition](https://fruition.net/). In balancing our business’ current needs and preparing it for the future,  we CEOs have our plates full of countless responsibilities, and it can seem like there are never enough hours in the day to get it all done. After 20 years of managing companies, I’ve learned that the key to success (and a manageable priority list) is focusing on what you’re really great at – and outsourcing the rest to experts. I’ve found that outsourcing [digital marketing](/services/digital-marketing) can be a game-changer for many CEOs. It can free up valuable time and substantially boost your company's ROI while allowing you to focus on what you do best – growing your business. But let's be honest – finding the right digital marketing partner can be challenging. To help you find an agency that cares about growing your business just as much as you do, I’m sharing some common hurdles of outsourcing digital marketing and practical strategies to help you confidently overcome them.

# Navigating Common Outsourcing Challenges
 
## Maintaining Control in Outsourced Marketing

One of the biggest challenges of outsourcing digital marketing is the fear of losing control over your brand's voice and strategy. After all, your business is your baby – how can you ensure your digital marketing agency has the same vision and care as you? This step can be scary, but with careful planning and structured communication, you can ensure your partner is on the same page and marketing goals are met. My best tips for helping you maintain control and achieve successful outcomes include: 

- **Establish Clear Key Performance Indicators (KPIs)**: Define specific KPIs that align with your business objectives. For example, if your goal is to increase website traffic, set a target, such as a 14% increase in monthly visitors over the next six months, be sure to communicate your goals clearly from the outset. Having quantifiable goals makes sure both parties are focused on the same outcomes. Since business objectives can change, make sure you discuss goals when choosing a partner and throughout your working relationship. At Fruition, we discuss goals at the outset of our partnership and on an ongoing basis to ensure we’re in sync with your in-house team.

- **Regular Check-Ins:** Establish a routine for regular check-ins with your digital marketing agency to review progress, discuss upcoming projects, and address emerging issues. Determine a weekly, bi-weekly, or monthly meeting schedule that aligns with your business needs. These consistent touchpoints ensure you stay aligned, give you specified times to make adjustments, and proactively manage any challenges that may arise. 


- **Transparent Communication**: The right partner wants to grow your business and will be open to feedback if strategies are not aligned or are pushing toward top-line goals. At the same time, your outsourcing partner won’t be in day-to-day internal meetings and communications that may affect ongoing strategy and market trends. Encourage open dialogue to build trust and ensure everyone is informed about changes or updates. 


## Ensuring Data Security

When outsourcing, safeguarding your sensitive information is critical. To ensure our partners feel secure, we implement some of the following strategies to enhance data security and protect your business:

- **High-level Security Measures:** Choose outsourcing partners with a strong track record of implementing high-level security protocols. At Fruition, we prioritize the security of sensitive information like passwords and environment variables by employing best practices. Our tool, [Fruition Share](/blog/client-side-encrypted-password-sharing), exemplifies this commitment by safeguarding your data using AES-GCM encryption, ensuring it is encrypted before it leaves your browser.

<img style="width: 100%; height: auto"  src="https://s3.us-east-1.wasabisys.com/cdn.fruition.net/Fru_Share_border_ce00060739.png">



- **Non-Disclosure Agreements (NDAs):** NDAs are vital in protecting confidential information. This legal safeguard helps verify that sensitive data is not shared without permission. We have NDAs in place for all clients to ensure your sensitive information stays private.  

## Upholding Quality Standards

When you’re not doing the work yourself, maintaining high-quality standards can be a top concern. Here’s how you can see to it that your marketing efforts meet your expectations:

-  **Develop and Implement Comprehensive Quality Assurance Processes:** Establish detailed guidelines and checklists for your digital marketing campaigns. For instance, if you outsource [search engine optimization (SEO) services](/services/seo-services), create a quality checklist that includes keyword relevance, metatag accuracy, and adherence to search engine guidelines. If you’re not sure how to create this kind of process, talk to your prospective partners about their Quality Assurance process. For example, we have a standard procedure at Fruition to ensure SEO content aligns with keyword optimization, search visibility, and brand voice. 

- **Conduct Regular Reviews:** During regular check-ins, evaluate the performance and impact of your digital marketing initiatives. For instance, if you've outsourced your SEO efforts, use these sessions to review keyword rankings, traffic analytics, and conversion rates to ensure your objectives are met. Your digital agency may offer reporting to help you review their progress and success. At Fruition, we build **customized reports** to assist with these evaluations and keep us moving toward our KPIs.

<img style="width: 100%; height: auto"  src="https://s3.us-east-1.wasabisys.com/cdn.fruition.net/ES_All_Channel_Traffic_border_20e81b114f.png">




- **Establish Feedback Mechanisms:** Create systems for ongoing feedback between your team and your outsourcing partner to foster continuous improvement. One effective method is to hold a quarterly business review (QBR), where you can evaluate performance, identify successes and areas for improvement, and refine your strategic plan together. Unlike regular check-ins, the QBR focuses on discussing and enhancing the overall strategy for future growth.

## Building Trust

Establishing trust is essential for a successful partnership with your digital marketing agency. To build trust with a new partner, I recommend: 


- **Starting with Smaller Projects:** Initiate a few smaller campaigns to assess the agency's reliability and work ethic. For example, you might start by outsourcing a single pay-per-click (PPC) campaign to evaluate how they manage deadlines, creativity, and communication. This strategy enables you to gauge their capabilities without a significant upfront investment. Once you feel comfortable with the agency’s work and expertise, you can add other channels, like [SEO](/services/seo-services) and [content marketing](/services/content-marketing). 

- **Check References and Testimonials:** Review past client testimonials and consult references to assess the agency's credibility and track record. <a href="https://clutch.co/" target="_blank">Clutch</a> is a great resource for finding the right business partner. They verify each reviewer’s identity and work history to ensure you get real reviews from real clients. Here is an example review profile for <a href="https://clutch.co/profile/fruition#reviews/" target="_blank">Fruition</a>. Reading these reviews provides valuable insights into client experiences and outcomes, helping you assess the agency's strengths and reliability.

<img style="width: 100%; height: auto"  src="https://s3.us-east-1.wasabisys.com/cdn.fruition.net/Fru_Clutch_border_4e5f65394d.png">



- **Consider a Trial Period:** Initiate a trial period to assess the partnership before making a long-term commitment. Consider a six-month contract to determine how effectively the agency aligns with your marketing objectives and company culture. This trial phase provides a practical opportunity to test the waters. Generally, a trial period of at least six months enables you to move beyond the initial assessment & onboarding phase (the first three to four months) and evaluate month-over-month performance.


## Efficient Partnership Management

Managing your digital marketing partnerships effectively will make the outsourcing experience seamless, especially if you’re working with multiple vendors. Set yourself up for success by: 


- **Assigning a Dedicated Partnership Manager:** Designate someone within your team to act as the primary point of contact for the digital agency. This person will oversee the relationship and address any issues that arise. If you have a marketing manager on your team, have them liaise directly with the agency to ensure brand consistency across all digital platforms.

- **Contingency Plans:** Develop backup plans to address potential disruptions in your digital marketing operations. Different plans could involve identifying alternative agencies or having in-house resources ready during emergencies or if unforeseen issues with the partner arise.


## Understanding Billing, Retainers, and Monthly Deliverables

Understanding retainers and clearly defining monthly deliverables will help both you and your agency stay focused on doing the work that matters most. When interviewing different agencies, review the following items:

- **Clearly Define Monthly Deliverables:** At the outset, specify what the agency will deliver each month. This includes outlining specific tasks, expected outcomes, and timelines. For instance, if you're working on a content marketing strategy, detail the number of blog posts and any other content-related tasks included in the retainer. This clarity helps maintain focus and ensures both parties have a shared understanding of expectations.

- **Establish a Process for Adjusting Deliverables:** Develop a structured approach to managing any changes in monthly deliverables. If you decide to shift focus or add new elements to your marketing strategy, ask about their formal process for providing increased support and their timeline for dedicating additional resources to support your business. This might involve approvals from key stakeholders and possible adjustments to the retainer agreement through a change order process.

- **Conduct Regular Reviews:** Evaluate the retainer's performance during the monthly or quarterly business reviews. These reviews help guarantee that the agency meets its commitments and that the deliverables align with your marketing objectives. These conversations can also help you understand your agency’s different areas of expertise if you’re looking for increased digital marketing support.


## Safeguarding Intellectual Property 

Safeguarding your intellectual property (IP) keeps your business secure and ensures your brand image is consistent.  Be sure to clearly define IP ownership in the contract phase so you understand who owns the intellectual property created during your digital marketing projects. For example, if you hire a digital agency to develop a new brand logo or create unique content, certify that the contract explicitly states that your company retains ownership of these assets. This clarity prevents future disputes and confirms your brand elements remain under your control. At Fruition, IP ownership is a standard part of our contracts and can be modified to your comfort level. One of our clients, <a href="https://www.flydenver.com/" target="_blank"> Denver International Airport (DEN)</a>, meticulously outlined ownership details to protect its iconic branding elements.
To protect your brand image, perform periodic audits to verify IP agreement compliance. For example, if you’re working with multiple marketing partners, regularly review their use of your brand assets to ensure they align with your guidelines and contractual terms.

# Outsource Your Digital Marketing with Confidence

Listen, as a fellow CEO, I get it—outsourcing your digital marketing can seem daunting. But from one leader to another, let me share some advice: proactive planning is your best friend here. Keep those communication lines open, and make sure your contracts are rock solid. Before you dive in, take the time to seek out professional advice and do your homework. Trust me, a little preparation goes a long way in ensuring your success. You've got this!

I understand the juggling act you face—leading your team, managing finances, and driving growth. With so much on your plate, avoiding roadblocks and maximizing ROI is critical. To help vet the right digital marketing agency for our team or another, I recommend using our checklist below; it could be an excellent resource for you.
If you have questions or need guidance, please [reach out](/contact). I'm here to offer my knowledge and help you navigate the complexities of managing a digital marketing partnership in today’s fast-paced world. I look forward to supporting your success!

# Outsourcing Your Digital Marketing: A Checklist for Choosing the Right Partner

<a class="btn btn-primary" style="font-size: 17px;" href="https://s3.us-east-1.wasabisys.com/cdn.fruition.net/Outsourcing_your_digital_marketing_checklist_9fcf5377dd.pdf">Download the checklist </a>



## Before Interviewing Partners:
-  Determine what channel(s) you’d like to outsource
-  Establish KPIs for each channel and your overarching business. Understanding both will help your partner work towards channel goals and larger business initiatives
-   Assign an internal partnership manager to spearhead agency conversations (during the contract phase and ongoing)
-  Decide what you want out of an agency partner. For example, do you want to own the strategy and have your agency execute your vision? Or are you looking for a strategic partner to own your marketing initiatives?

## While Interviewing Partners:

- Research reviews, references, and testimonials 
-  Ask your potential partner to sign an NDA before sharing business specifics 
-  Inquire about high-level security protocols, like password-sharing
-  Ask the agency about contract lengths and trial periods, if applicable 
-  Understand the agency’s approach to monthly retainers and deliverables
-   Ask the agency about reporting and their approach to measuring success 
-   Talk to the agency about their communication plan, including main points of contact, weekly/biweekly/monthly meetings, and quarterly business reviews 

## During the Contract Phase:
- Check your contract to ensure you’re satisfied with the proposed approach to security and IP ownership 
-  Ensure you understand your monthly retainer and the deliverables it includes
-  Understand your contract terms, like the length of the contract, contract renewal terms, channels the agency will support, and framework for adding or removing services 


Learn why outsourcing your digital marketing to the right digital agency partner can free up your time, boost ROI, and improve your site’s security.

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Outsource Digital Marketing with Confidence: A CEO’s Guide to Overcoming Common Challenges

# Airport Cyber Threats

In the increasingly digital age, the [aviation industry](/industries/airport-website) faces an evolving threat landscape, with airport websites becoming prime targets for cyber-attacks. Recent high-profile incidents, such as the <a href="https://www.infosecurity-magazine.com/news/killnet-claims-us-airport-ddos/" target="_blank">KillNet</a> attacks and the  <a href="https://www.thenewstribune.com/news/local/article291482420.html" target="_blank">Seattle Airport outage</a> , underscore the critical need for fortified web hosting and application security. As these threats grow in sophistication and frequency, C-level executives in charge of technology and marketing at major airports must prioritize robust security measures. As a web hosting and security provider for some of the largest airports in the world, Fruition has a deep understanding of the unique threats airports face and how to protect against them.

## Understanding the Threats

Cybercriminals employ diverse attack vectors, ranging from Distributed Denial of Service (DDoS) to sophisticated malware intrusions. These attacks aim to disrupt operations, compromise sensitive data, and damage reputations. Fruition’s responsibility as a leader in web hosting and security is to ensure that the airport websites we manage are resilient against such disruptions, maintaining their integrity and availability under all circumstances. 

## Our Strategic Approach to Airport Cyber Defense
To safeguard airport websites, we have developed a comprehensive security strategy centered around three key pillars:

### 1. Proactive Alerting Systems

Our first line of defense is an advanced alerting system that integrates seamlessly with our web application firewall (WAF), ingress, and hosting components. By continuously monitoring traffic patterns, we can rapidly detect anomalies indicative of an attack. Early detection enables us to respond swiftly and effectively, minimizing potential damage.

### 2. Collaborative WAF Management
Effective defense against cyber threats requires a collaborative approach. We establish strategic partnerships with airport IT and security teams, tailoring our WAF management to accommodate varying expertise levels. Our preferred tool, Cloudflare, allows for granular adjustments in real-time, ensuring that WAF rules are optimized both proactively and reactively. This partnership enables us to share intelligence and coordinate responses, enhancing overall security posture.

### 3. Resilient Application Architecture

Recognizing the dynamic nature of airport websites, we architect solutions that withstand high traffic volumes and maintain performance. Our approach includes:

- **Asset and Database Caching:** Utilizing Varnish, Cloudflare, and Redis for efficient asset delivery and reduced server load.
- **CDN and Media Offloading:** Leveraging services like Amazon S3 and Google Buckets for media delivery, reducing server strain during peak loads.
- **WebSockets for Dynamic Data:** Offloading dynamic data (i.e. FIDS data, parking lot availability, and TSA wait times) delivery to microservices, easing the demand on web servers.
- **Load Balancing and Auto-Scaling:** Implementing these techniques to accommodate traffic spikes seamlessly.
- **Security and RBAC:** Enforcing strict role-based access control to protect sensitive information from unauthorized access.
- **Automatic Updates:** We’ve built an automated software update workflow for hosted applications that alerts and stages security vulnerability patches for immediate testing.

## Our Airport Hosting Offering

With our strategic approach to mitigating attacks established, Fruition developed a hosting platform to power our resilient application architecture. To meet the unique demands of airport websites, our hosting infrastructure integrates advanced security and innovative technologies:

- **Geographically Diverse Infrastructure:** Utilizing Kubernetes clusters across multiple locations to ensure high availability and robust security.
- **Automated Updates and Scalable Operations:** Streamline code updates and scale operations efficiently to handle traffic surges.
-  **SSL Management and Multi-Environment Support:** Simplified SSL management and support for development, staging, and production environments.
- **Comprehensive Data Encryption:** Employing modern encryption protocols for data in transit and at rest, ensuring compliance with industry standards.
- **Advanced Bot Management and Rate Limiting:** Providing flexible controls to manage traffic spikes and mitigate automated bot attacks.
- **Disaster Recovery and Business Continuity:** Containerized hosting and comprehensive backup solutions ensure rapid recovery and minimal downtime.


## Ensuring Business Continuity with Disaster Recovery

The last important piece of this is preparing for the worst-case scenario—a successful attack or infrastructure outage. In either of these situations, it’s our responsibility to ensure that we can redeploy the application quickly to get the site back online. These are some of the disaster recovery techniques we follow to allow our team to quickly respond to a site outage.

- **Containerized Hosting:** Utilizing Rancher and Kubernetes for rapid deployment across multiple cloud providers, ensuring minimal downtime.
- **Comprehensive Backup and Recovery:** Storing backups across various locations to facilitate quick restoration in any hosting environment.
- **Effective Communication Systems:** Maintaining direct communication channels with airport partners to ensure coordinated, timely responses.

This is a very high-level overview of the core elements that allow us to recover from a major disaster. Underneath the hood, we utilize robust services and orchestration that allow our team to redeploy sites to different zones, regions, or cloud providers in a very short amount of time. This gives us flexibility and numerous options to quickly restore a site in the face of an attack or infrastructure outage.

## Conclusion

For marketing and technology leaders at airports, partnering with a dedicated, experienced digital service provider is crucial in navigating the cyber threat landscape. Our track record with esteemed partners such as <a href="https://www.flyontario.com/" target="_blank">FlyOntario.com</a>, <a href="https://www.flydenver.com/" target="_blank">FlyDenver.com</a>, and <a href="https://metroairport.com/" target="_blank">MetroAirport.com</a> demonstrates our commitment to delivering secure, reliable web solutions. By implementing the strategies outlined above, we ensure that airport websites remain resilient, secure, and prepared for whatever challenges the future may hold. We look forward to sharing our expertise and strengthening our collaborations with airports seeking a steadfast digital ally.

If you have an upcoming hosting or redesign RFP, or just want to learn more about how we could support your current site, [contact us today](/contact).


Discover how airports can protect their digital operations from cyber threats with expert insights on web hosting security, DDoS protection, and disaster recovery. Learn proven strategies from Fruition's experience securing major airport websites.

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Ensuring Uninterrupted Digital Operations for Airports in the Face of Cyber Threats

## Local SEO Optimization 2025

Local SEO continues to be a cornerstone for the success of any business aiming to reach customers within their local geographic area. As consumer behaviors evolve and search technologies advance, optimizing for local search remains essential for businesses looking to attract customers ready to make purchasing decisions—whether it's setting up an appointment, booking a service, or visiting a store in person. With local search audiences typically positioned closer to the bottom of the sales funnel, it's imperative to develop and refine strategies that ensure your business appears prominently in local map listings, highlights your unique advantages to new customers, and anticipates the needs and questions of your audience who are actively researching solutions. Focusing on these areas can distinguish your business and drive new growth.

## Changes To Local SEO

Since 2023, Google has continued to enhance its local search capabilities, introducing new features and refining existing ones to improve user engagement with local maps and business listings. These updates not only benefit consumers seeking quick and relevant information but also present new opportunities and challenges for business owners managing their online presence.

### Enhanced Google Business Profile Features

Google Business Profile (formerly Google My Business or GMB) has become even more integral to local SEO strategies. In 2025, Google has introduced several new features to provide richer, more interactive information about businesses:

- **Advanced Call Analytics**: The ability to track detailed call history and integrate it with CRM systems allows businesses to gain deeper insights into customer interactions and optimize their call strategies.
- **Enhanced Review Management**: New tools for managing reviews, including sentiment analysis and automated responses, help businesses engage with customers more effectively.
- **Expanded Attributes**: Additional attributes such as **Wheelchair Accessibility**, **Pet-Friendly Facilities**, and **Sustainable Practices** are now available, allowing businesses to highlight specific features that cater to niche audiences.
- **Interactive Booking and Ordering**: Integration with more third-party booking and ordering platforms directly within the Google Business Profile, enabling seamless transactions without needing to visit the business website.
- **Virtual Tours and AR Integration**: The incorporation of virtual reality (VR) and augmented reality (AR) elements allows customers to explore businesses virtually before visiting in person.

![Modern retail storefront with AR display showcasing virtual tours and interactive features](https://cdn.fruition.net/google_inoffice_picture_maps_4b39932a0a.jpg)

### Algorithm Enhancements: The Vicinity Update 2025

In December 2024, Google rolled out the **Vicinity Update 2.0**, an evolution of the original Vicinity Update. This update further refines local search algorithms to prioritize even more precise proximity data and contextual relevance. Key aspects include:

- **Hyper-Local Search Prioritization**: Enhanced algorithms now consider not just city or neighborhood proximity but also specific local landmarks and real-time location data to deliver the most relevant results.
- **Reduced Weight for Business Name Keywords**: Consistent with the 2023 trend, the importance of keywords in business names has been further diminished, placing greater emphasis on actual service relevance and user intent.
- **AI-Driven Contextual Understanding**: Leveraging advanced AI, Google can now better understand the context behind search queries, providing more accurate and tailored local results based on user behavior and preferences.

### Increased Competition from Alternative Platforms

Apple has significantly revamped **Apple Maps** with iOS 17, introducing features such as:

- **Enhanced Privacy Controls**: Offering users more control over their data and search history, attracting privacy-conscious consumers.
- **Seamless Integration with Siri and HomeKit**: Providing a more unified ecosystem experience for Apple users, potentially drawing some traffic away from Google Maps.
- **Improved AR Navigation**: Building on existing AR capabilities to offer more immersive and interactive navigation experiences.

While Google remains the dominant player in local search, these advancements from Apple underscore the importance of continuously enhancing your Google Business Profile to maintain visibility and competitiveness.

## How To Optimize Your Local SEO in 2025

To stay competitive in the evolving landscape of local SEO, businesses must adapt their strategies to leverage new tools and respond to changing consumer behaviors. Here are key areas to focus on:

### Prioritize Your Google Business Profile

Google Business Profile remains the most critical component of local SEO. In 2025, maintaining an optimized profile involves:

- **Comprehensive Profile Updates**: Regularly update all available fields with accurate and detailed information, including new attributes and features introduced by Google.
- **High-Quality Multimedia Content**: Continuously add high-resolution photos, virtual tours, and AR-enabled content to engage users and showcase your business.
- **Active Review Management**: Encourage satisfied customers to leave reviews, respond promptly to feedback, and utilize sentiment analysis tools to understand customer satisfaction trends.
- **AI Integration for Optimization**: Use AI-powered tools to automate updates, monitor performance metrics, and personalize responses to customer inquiries.
- **Utilize Google Posts and Stories**: Regularly publish updates, promotions, and engaging content through Google Posts and Stories to keep your audience informed and interested.

### Develop a Robust, User-Friendly Local Landing Page

Your local landing page should serve as a comprehensive hub for information about your business, optimized for both search engines and user experience:

- **Clear Branding and Unique Value Proposition**: Communicate what sets your business apart clearly and compellingly.
- **Locally Optimized Content**: Create content that addresses local events, news, and FAQs to resonate with your community.
- **Engaging Visuals**: Incorporate staff photos, local imagery, and interactive galleries to build a personal connection with visitors.
- **Customer Testimonials and Case Studies**: Showcase reviews, testimonials, and detailed case studies to build trust and credibility.
- **Awards and Recognitions**: Highlight any local awards or recognitions to reinforce your reputation.
- **Integrated Interactive Maps**: Embed interactive maps that link directly to your Google Business Profile, providing seamless navigation for users.
- **Comprehensive Contact Information**: Ensure your address, phone number, and other contact details are prominently displayed and consistent across all platforms.

### Leverage Emerging Technologies

Embracing new technologies can give your local SEO efforts a significant boost:

- **Voice Search Optimization**: With the rise of smart speakers and voice assistants, optimize your content for voice queries by focusing on natural language and long-tail keywords.
- **AI and Machine Learning**: Utilize AI tools to analyze customer data, predict trends, and personalize marketing efforts for better engagement and conversion rates.
- **Augmented Reality (AR) Experiences**: Offer AR features that allow customers to visualize your products or services in their environment, enhancing the decision-making process.
- **Local Chatbots**: Implement AI-powered chatbots on your website and social media platforms to provide instant customer support and information.

### Enhance Mobile Optimization

With mobile search continuing to dominate, ensure your website and local landing pages are fully optimized for mobile devices:

- **Responsive Design**: Ensure your site adapts seamlessly to various screen sizes and devices.
- **Fast Loading Times**: Optimize images, leverage caching, and use content delivery networks (CDNs) to ensure quick load times.
- **Mobile-Friendly Navigation**: Simplify navigation menus and ensure that key information is easily accessible on smaller screens.

### Strengthen Local Link Building

Building strong local backlinks remains a vital aspect of local SEO:

- **Collaborate with Local Influencers and Bloggers**: Partner with local influencers to create content that highlights your business and attracts backlinks from reputable local sources.
- **Sponsor Local Events and Organizations**: Gain visibility and backlinks by sponsoring community events, charities, or local sports teams.
- **Engage in Local Partnerships**: Form partnerships with complementary local businesses to cross-promote services and share backlinks.

### Monitor and Analyze Performance

Regularly tracking and analyzing your local SEO performance is crucial for ongoing success:

- **Use Advanced Analytics Tools**: Leverage tools like Google Analytics, Google Search Console, and third-party SEO platforms to monitor traffic, rankings, and user behavior.
- **Track Key Performance Indicators (KPIs)**: Focus on metrics such as local search rankings, website traffic from local queries, conversion rates, and customer engagement.
- **Adjust Strategies Based on Data**: Use insights from your analytics to refine and optimize your local SEO strategies continually.

## Conclusion

Local SEO in 2025 demands a dynamic and comprehensive approach that leverages the latest technologies and adapts to evolving search algorithms and consumer behaviors. By prioritizing your Google Business Profile, optimizing your local landing pages, embracing emerging technologies, enhancing mobile optimization, building strong local backlinks, and diligently monitoring your performance, your business can achieve and maintain a competitive edge in local search. Stay ahead of the curve by continuously refining your strategies and utilizing expert resources to maximize your local visibility and drive sustained growth.

**Want to improve your local marketing? Reach more customers with local search optimization from the experts! [Contact the Experts!](#)**

Discover the latest Google Business updates and exactly what your business should focus on in 2025. Stand out in local search and tap into your local customer base.

2025 Guide: Optimize Your Business with Google Business Listing and Local SEO

These days, retailers can’t afford to not sell online. You need to get your products where your customers are, and that’s on their screens. But getting into eCommerce is no small feat, and finding the right software to power your store is an important decision.

## WooCommerce Experts Guide
The ecommerce experts at Fruition recommend WooCommerce for businesses that are already using WordPress to power their websites and are ready to start selling on their own online marketplace. WooCommerce is a free, open-source eCommerce solution that’s built on top of Wordpress. It’s technically a Wordpress plug-in and was released in 2011 to add eCommerce capabilities directly to a WordPress website.

## WooCommerce Can Automate Most of your Ecommerce Operations
WooCommerce offers all the features you’d expect from a robust ecommerce Platform. In fact, 21% of eCommerce stores today are powered by WooCommerce, and that’s no accident. WooCommerce has a ton of great features. For starters, it’s easy to use, supports 100+ payment gateways, automates sales tax, simplifies shipping and fulfillment, and can be used to sell just about anything.

## Robust Features of WooCommerce
If you’re considering adding ecommerce capabilities to your site or want to explore updating your current store, the Fruition team can get you started. We regularly help our clients build eCommerce sites from scratch, integrate WooCommerce into existing websites, and maintain, optimize, and add features to existing WooCommerce stores. We can help you make the right decision for your customers and get your store where it needs to be: in front of the right customers.

Let's discuss WooCommerce for your business

Unlock eCommerce potential with our WooCommerce guide, ideal for WordPress site owners ready to enter the online selling market.

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Quick Guide to Starting Your Online Store with WooCommerce

## Custom Plugin Development for Same Day Delivery API
It’s hardly un-common for our clients to come to us with a special need for a tool to help their e-commerce site function more smoothly. Nearly all online sites and stores have their own unique circumstances and will need help with any number of custom product ordering scenarios, CRM integration or other type of custom configuration. In every case the Fruition team does their best to answer the call through a variety of readily available extensions and plugins - and we have yet to be stumped. We are experts at finding the best solutions and configuring these to work on a variety of ecommerce platforms. Recently, we encountered a great example of one such special request for a custom shipping plugin for a client based in London, that wanted to be able to offer their local clientele an option for same day delivery within London. The delivery service they selected was able to provide everything they wanted – except for a way to manage and integrate the API into the ordering process on the site. The client came to us and asked if we can find a solution for integrating the shipping API into WooCommerce. After looking into what would be needed, we found that there was no existing plugin or extension and this would have to be a custom built solution requiring the development of a custom plugin to work with the client’s e-commerce platform (WooCommerce). Being a client with us has many perks, and in this case we were able to quickly determine the process requirements and propose a very reasonable development time and cost. In the end, we provided them with the exact solution they needed.

## Implementing the Custom Shipping API Integration
In brief, for those who are curious about some of the processes involved, the plugin works off of the WooCommerce code to create a new shipping method for the customer and also adds additional options to the products which can then tie the product to the shipping services inventory. This all happens through an automated and seamless process during the product ordering. After testing, we have launched the new plugin and are excited to help the client promote this new feature for same day delivery service to their customers. The ability to offer same day delivery to their customers gives them one more competitive edge to stand out in the online marketplace. If you have questions or need help with any ecommerce solution, contact us! Whether a new ecommerce build, transfer to new platform or help with a custom development project, we look forward to helping you make your online store the best it can be! Contact us to discuss robust solutions and custom development for Magento, WooCommerce or any other online store.

Streamline your store's operations with Fruition's custom Shipping API. Seamlessly offer Same Day Delivery options, specifically tailored for WooCommerce platforms.

Custom Same Day Delivery API Integration for WooCommerce

_**Updated 5/30/24**_

The State of Colorado has enacted the Information Technology Law (HB21-1110) in accordance with its commitment to equal access to information and services for all its residents. This law is aimed at ensuring that state and local government websites meet the requisite accessibility standards. This summary encapsulates the salient points of the law and the necessary steps government organizations should take to comply with its provisions.

The law mandates that all state agencies and political subdivisions make their websites accessible to individuals with disabilities, making sure that every Coloradan, regardless of their physical abilities, can access information and services provided by the government. The law takes its cue from the Web Content Accessibility Guidelines (WCAG), a set of international standards widely recognized in the digital industry. It requires all state and local government sites to meet as a minimum standard of accessibility WCAG 2.1 AA, helping to ensure that digital content is accessible to all.

All State agencies and local governments must be compliant with state standards by July 1, 2024. However, a recent extension provides a one-year grace period until July 1, 2025, for agencies who can demonstrate good faith efforts toward compliance.

**Steps To Meeting ADA Standards**

Colorado state and local government organizations need to take several critical steps:

1. **Conduct an Audit:** State and local government organizations should conduct an audit of their current websites and digital platforms to evaluate the level of accessibility. This audit should be thorough and cover all aspects of the site, including images, text, forms, and multimedia content.
 
2. **Identify and Plan:** Based on the audit, organizations should identify areas that need improvement and develop a plan to address the identified shortcomings. The plan should be comprehensive, detailing the changes to be made, the timeline for these changes, and the person or team responsible for implementation.
 
3. **Implement the Plan:** Organizations need to implement the plan. This may necessitate hiring or consulting with experts in digital accessibility and training staff on how to create and maintain accessible digital content.

4. **Monitor and Maintain:** Once the plan has been implemented, accessibility compliance work has only just begun. It is crucial to monitor and maintain the accessibility of the site on an ongoing basis. Changes in content, technology, and user needs will necessitate ongoing adjustments. Regular audits should be conducted to ensure continued compliance with WCAG 2.1 Level AA standards.

**In Conclusion**

The Accessibility Law for Colorado State and Local Government is a vital step towards digital inclusion for all Colorado citizens. Government organizations should take active steps not just to comply with the law but also to ensure that their services are accessible to all Coloradans, affirming their commitment to equality and inclusivity.

**How Can Fruition Assist its Partners with Meeting Accessibility (ADA) Compliance Requirements?**

Fruition has extensive experience helping our clients’ websites meet Accessibility (ADA) Compliance requirements and is positioned to assist Colorado State and Local Government partners in meeting and exceeding these standards.

Our services are designed to bring your website's code and theme layer into compliance with ADA WCAG 2.2 AA requirements. We can work with you to determine the necessary effort to strive towards accessibility compliance, regardless of whether your website is in the building stage, newly launched, or already existing. While we do not provide legal advice, our services are tailored to align your digital presence with the highest standards of accessibility and inclusivity.

**Fruition Offers Two Levels of Accessibility Services for New and Existing Websites:**

**Accessibility Services For New Websites**

- **Basic Service:** Automated Scans and Remediation. As part of a new website build project, we will conduct automated scans and tests for compliance with WCAG 2.2 AA accessibility using third-party software. All issues revealed by the scans that violate WCAG 2.2 A & AA best practices will be remediated by our team before site launch. This service focuses on code, templates, and assets that are controllable within the building of the website but does not include UI/Design accessibility testing, or testing of third-party embeds, migrated content, or PDFs. It's important to note that the basic service approach does not guarantee that a website will be ADA-compliant at launch.

- **Premium Service:** Manual Review/Live User Testing and Remediations. Automated ADA compliance scans generally flag only 25% to 30% of the WCAG 2.2 A & AA guidelines. The remaining guidelines can only be tested via manual user testing using various screen readers and other accessibility tools. Premium service includes a manual review of a specified number of templates/components, review, feedback, verification, and consulting during Design, Development, and QA, and user testing upon completion of the site. Additionally, we provide conformance documentation and an Accessibility Statement.

**Accessibility Services For Existing Websites**
In addition to the New Website Build ADA compliance services, Fruition also offers Accessibility (ADA) Compliance services for existing websites, and/or post-launch to ensure your website remains compliant as your website evolves along with the ever-changing ADA standards. As your site is frequently updated with new content, images, alt-tags, menu, and link structures, it's important to maintain compliance.

- **Basic Service:** Automated ADA Scans. We recognize that ADA compliance is not a one-off task but an ongoing effort. We offer weekly, monthly, or quarterly Automated ADA scans as part of an ongoing engagement. The process includes an automated scan of the website to assess HTML pages, analysis of scan results, prioritizing remediations based on impact, and re-scanning to ensure the remediations are working. Again, automated scans will not ensure ADA compliance but will allow you to address readily identifiable gaps and work toward compliance.

- **Premium Service:** Manual Review ADA Audit. Recommended on a quarterly or bi-annual basis. As automated ADA compliance scans generally flag only 25% to 30% of the WCAG 2.2 A & AA guidelines, this service manually tests the remaining guidelines using various screen readers and other accessibility tools. The Manual Review Audit includes initial conformance documentation, proactive accessibility statement, automated and manual testing to WCAG 2.2AA, identification of issues, estimation of efforts to complete prioritized remediations, final round of automated & manual testing, QA review of remediated code implementation, meetings to review results, and final conformance documentation.

Alongside any effort you elect to undertake with Fruition with respect to ADA Compliance, we also recommend training your internal team members on ADA best practices for website management, designating an ADA officer responsible for managing ongoing efforts, and maintaining an ADA policy on your website.

Fruition understands the importance of ADA compliance and is committed to helping your organization meet and exceed the standards set by HB21-1110, ensuring a truly inclusive digital environment for all users.

If you need support in getting your site ADA compliant, Fruition is here to help. Contact us today to get started!

Source: [Colorado Information Technology Accessibility Law](https://oit.colorado.gov/accessibility-law)

Source: [HB24-1454 Grace Period Noncompliance Digital Accessibility](https://leg.colorado.gov/bills/hb24-1454)

The State of Colorado has enacted the Information Technology Law (HB 18-1189) in accordance with its commitment to equal access to information and services for all its residents. This law is aimed at ensuring that state and local government websites meet the requisite accessibility standards. This summary encapsulates the salient points of the law and the necessary steps that government organizations should take to comply with its provisions.

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Colorado Accessibility Law: Compliance for State & Local Websites

Artificial intelligence (AI) has always been captivating; however, when the term "generative" is added to it, it sparkles with an irresistible combination of automation and creativity. Generative AI has been making headlines recently in a variety of sectors, including healthcare, finance, art, and entertainment. But what exactly is generative AI? And why has it become so popular today? This guide delves into the intricate world of generative AI, exploring its technology, history, various subfields, practical applications, and ethical concerns.

## What is Generative AI?

Generative AI uses algorithms to understand the nuances of the input or training data provided to it, leading to a versatile approach to data generation. It can discern and classify elements within a given dataset, like determining whether an email is spam (similar to discriminative models). However, generative algorithms also understand existing frameworks and use this understanding to create new information or data that convincingly fits in with the rest of the dataset. 

The real magic of generative AI comes from its ability to comprehend complex structures and patterns in its training data. It uses various statistical techniques and deep learning architectures—such as Neural Networks, Convolutional Neural Networks (CNNs) for image tasks, and Recurrent Neural Networks (RNNs) for sequential data—to gain a deep understanding of their training data. Leveraging this knowledge, generative AI can produce synthetic data that follows similar patterns or characteristics as the training data, producing results that are novel yet contextually and structurally consistent with the original dataset.

## Statistical Foundations and Underlying Technologies in generative AI

Generative AI draws from foundational statistics, frequently employing methods like Bayesian inference, Markov Chains, and maximum likelihood estimation. It is largely powered by deep learning and neural networks. Specific variants of neural networks, such as Convolutional Neural Networks (CNNs) and Recurrent Neural Networks (RNNs), are used for image-related and sequential data tasks respectively. Generative Adversarial Networks (GANs) and Variational Autoencoders (VAEs) form the essential building blocks for generating high-quality data.

## Evolution of Generative AI

Generative AI has evolved significantly over time:

- **The early 2010s**: The advent of deep learning algorithms and a significant increase in computational power made generative AI viable. 
- **2014**: Introduction of GANs, thereby setting a milestone for modern generative algorithms.
- **2015–2016**: Increasing popularity of Variational Autoencoders, giving data producers more control.
- **2017–2018**: Terms like "creative AI" became popular, encompassing AIs that can produce music, art, and even stories. 
- **2018–2019**: Significant advancements in natural language processing (NLP) models like GPT-3 and BERT.
- **2022 and beyond**: Generative AI continues to expand, finding applications in multiple disciplines and sectors.

## Types of Generative AI

Generative AI finds application in multiple fields:

- **Text Generation**: Models like GPT-3 can write code, create news articles, respond to user queries, and even generate poetry.
- **Image Production**: GANs have been used to produce realistic and detailed images, with applications ranging from creating fictional vistas to producing medical imagery.
- **Audio Generation**: Audio generation algorithms can create simple tones or more complex compositions like music or speech.
- **Data Augmentation and Simulation**: When data is scarce or expensive, generative algorithms can be used to simulate scenarios or generate extra training data.
- **3D modelling**: The capability of generative models to create intricate 3D models is gaining interest in areas such as gaming, architecture, and healthcare.

## Examples in Real-world Applications

Generative AI is already seeing applications in various industries:

- **DeepFakes**: Using GANs to replace faces in videos to make it appear as if someone is saying or doing something they haven't done.
- **Customer service and chatbots**: Use of advanced chatbots like GPT-3 to automate customer service.
- **Arts and Crafts**: Platforms like DALL-E produce artworks and AI like Jukebox composes entire musical works.
- **Drug Research**: Simulating the effects of various compounds for faster drug discovery.
- **Finance**: Generation of various economic scenarios for risk analysis and financial planning.
- **Automotive Sector**: Improving existing car models for aerodynamics and fuel efficiency.

Despite these applications, generative AI also comes with a set of moral dilemmas related to data reliability, ownership and copyright, potential for manipulation and falsification, and more. 

## Drawbacks of Generative AI

Some of the potential challenges while working with generative AI include:

- **Reliance on High-Quality Data**: High-quality data is a necessary input for generative AI models to produce accurate results.
- **Computation-Related Costs**: Training these models is computationally intensive, which leads to high energy consumption and carbon footprint.
- **Loss of Employment**: Automation could potentially displace workers in fields where generative AI can generate outputs.
- **Legal and Ethical Grey Areas**: Issues related to the use and misuse of AI-generated content and the ownership of AI-generated works still need to be worked out.
- **Accessibility**: Creating high-quality generative AI models requires substantial resources and expertise, potentially exacerbating existing disparities in access.

## Case Study: Using Generative AI to Simplify Digital Marketing Content Production

Generative AI can play a crucial role in automating the creation of content for digital marketing campaigns, acting as an efficient strategy for reducing costs and enabling hyper-personalization at scale. This, however, requires careful planning, addressing ethical considerations, and continuous performance monitoring.

## Conclusion

Cleary, generative AI—a promising, tech marvel—has the potential to revolutionize many sectors. As we unlock the vast capabilities of generative AI, the ride is filled with exciting developments, ethical obligations, and potential challenges. Our journey through this territory goes beyond being just users or developers—we are pioneers charting the course of digital evolution. As we continue to script this generative AI saga, it's our responsibility to ensure a future that syncs technological power with ethical responsibility. It's not just about predicting the future but also creating it. Let's make it a masterpiece.

Delve into the world of generative AI, exploring its evolution, statistical foundations, and diverse applications across sectors. Uncover its challenges, real-world usage, and the looming ethical dilemmas.

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Grasping Generative AI: From Foundations to Future Developments

2024 is shaping out to be a pinnacle year in marketing. With Chrome, the dominant web browser, finally phasing out third-party cookies, how we target audiences online is radically transforming. This shift has major implications for the technical aspects of ad targeting and the broader marketing strategies we employ. We need to adapt to a world where user privacy takes center stage, demanding a renewed focus on first-party data collection and creative targeting solutions.

But what does this look like? How can we, as marketers, prioritize user privacy while targeting consumers' interests and demographics? 

## What are Third-Party Cookies?

Ever wonder how websites remember your preferences - like your preferred language or shopping cart items? Those are thanks to cookies. These digital “crumbs” store information about your browsing habits on your device. 

There are two main types:
- **First-Party Cookies:** Placed by the website you visit directly. They help personalize your experience by remembering your settings.
- **Third-Party Cookies:** Placed by a different domain than the website you're on. These are often used by advertisers to track your browsing data across different sites and build a profile of your interests for targeted advertising. 

## Why are Third-Party Cookies Crumbling?

**One word - Privacy.**

Third-party cookies have long been a mainstay of online advertising, enabling advertisers to track users across the web and build detailed profiles for audience targeting. However, privacy concerns have grown louder, with users increasingly uncomfortable with this level of unseen tracking. This and stricter data privacy regulations have led browsers like Chrome to phase out third-party cookie support.

## How Will This Impact Advertising?

For marketers, the loss of third-party data means less precise audience targeting. We can expect:

- **Reduced Targeting Accuracy:** Without third-party cookies following users across sites, building comprehensive audience profiles will be harder.
- **Limited Campaign Reach:** Targeted advertising may not reach as many potential customers, impacting campaign effectiveness.
- **Higher Ad Costs:** With less competition for ad space due to reduced targeting options, costs could potentially rise. 

Fear not, oh-faithful-digital-marketers. While the news might seem daunting, there's a silver lining. This is a chance to build stronger relationships with your audience and explore new marketing avenues:

- **First-Party Data will be King:** Focus on collecting valuable data directly from your customers through website interactions, email signups, and loyalty programs.
- **Contextual Targeting:** Target users based on the content they're consuming, not their browsing history. Partner with relevant publishers to reach your ideal audience.
- **Invest in Customer Relationships:** Build trust and loyalty through high-quality content, personalized experiences, and strong customer service.
- **Explore Privacy-Focused Solutions:** Look into cookieless targeting solutions being developed that prioritize user privacy.

## How to Prepare for a Cookieless Future

The good news? You have time to adapt. Here's what you can do now:

- **Audit Your Cookie Usage:** Identify all cookies on your website, particularly third-party ones used for advertising or analytics.
- **Invest in First-Party Data:** Build strong relationships with your audience to collect valuable data directly. Encourage sign-ups for newsletters, loyalty programs, and offer gated content in exchange for email addresses.
- **Explore Contextual Targeting:** Partner with relevant publishers to place your ads alongside content that aligns with your target audience's interests.
- **Focus on Customer Engagement:** Create high-quality content that resonates with your audience and personalizes their experience on your website. This will keep them coming back for more and generate valuable first-party data.
- **Stay Informed:** Keep up-to-date with the latest privacy-focused solutions and cookieless targeting options being developed. 

By taking these steps, you'll be well on your way to a future-proof marketing strategy that prioritizes user privacy and builds strong customer relationships. Remember, the most successful marketers will be those who can connect with their audience on a deeper level, offering value and building lasting connections.

## When Will This Change Happen?

It has already begun. **The phase-out began in January 2024 **with a limited rollout, during which Chrome restricted third-party cookies for 1% of users globally. **The full phase-out was expected to happen in late 2024, however, the date keeps moving. [Google is now predicting that the full rollout might not even happen until 2025](https://privacysandbox.com/intl/en_us/news/update-on-the-plan-for-phase-out-of-third-party-cookies-on-chrome/).** The exact time frame depends on addressing any remaining concerns raised by the UK's Competition and Markets Authority (CMA) to ensure a thorough review process. 

### Conclusion

The end of third-party cookies marks a significant turning point for digital marketing. While it presents challenges for audience targeting, it also compels us to explore innovative and privacy-focused strategies instead. By prioritizing first-party data collection, contextual targeting, and building strong customer relationships, you can navigate this shift and continue to reach your target audience effectively. 
Feeling overwhelmed by the changes? Don't go it alone! Our team of marketing experts at [Fruition](https://fruition.net/) is here to help you develop a future-proof marketing strategy. 

[Contact us](https://fruition.net/contact) today to discover how we can help your business thrive in the cookieless future.


Google Chrome limits 3rd-party cookies, prompting a shift to privacy-focused SEO and leveraging your own customer data. Learn how to adapt your ad strategy for continued success!

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The End of Third-Party Cookies: Adapting to a Cookieless Future

## "Generative AI is a great tool. It's not going away."
 _~Patrick Scott, Lead SEO Strategist at Fruition_

With over 8 years of SEO experience, Patrick has worked both in-house and as a freelancer, collaborating with a wide range of clients. He excels at driving qualified, lead—and sales-ready traffic, making a genuine difference for the businesses he supports. His blend of analytical skills and creative strategies makes him a vital part of the Fruition team, and for the clients he supports.
 
In this webinar, Patrick discusses AI's transformative impact on SEO and digital marketing strategies. He covers the fundamentals of generative AI and large language models, their influence on search engines, and the importance of effectively adapting strategies to leverage AI. The conversation highlights actionable strategies for SEO professionals and digital marketers, emphasizing the need for personalized content and continuous improvement in a rapidly evolving landscape.

## "Search engines will favor pages that directly answer queries." 

Here are a few key takeaways from his SEO webinar: 
- Content creation and optimization are key areas for [AI application](https://fruition.net/blog/ai-prompts-for-seo).
- Search engines are prioritizing user intent and conversational queries.
- AI can enhance customer interactions through chatbots.
- The role of SEO professionals is evolving towards strategic oversight.
- Voice search and conversational queries are on the rise.
- Using AI for content personalization can improve engagement.

Interested to learn more about the **Search Generative Experience (SGE) and its impact on SEO**? Scroll down and check out the full video below!

**Video Table of Contents**

<a href="https://youtu.be/CUxQrADHNss" target="_blank" rel="noopener noreferrer">00:00 </a>Introduction to AI and SEO<br>
<a href="https://youtu.be/CUxQrADHNss&t=5m36s" target="_blank" rel="noopener noreferrer">05:36 </a>The Impact of AI on Search Engines<br>
<a href="https://youtu.be/CUxQrADHNss&t=9m42s" target="_blank" rel="noopener noreferrer">09:42 </a>Personalized AI Search and User Experience<br>
<a href="https://youtu.be/CUxQrADHNss&t=12m53s" target="_blank" rel="noopener noreferrer">12:53 </a>Content Generation and Optimization with AI<br>
<a href="https://youtu.be/CUxQrADHNss&t=15m55s" target="_blank" rel="noopener noreferrer">15:55 </a>Future Trends in AI and SEO<br>
<a href="https://youtu.be/CUxQrADHNss&t=19m25s" target="_blank" rel="noopener noreferrer">19:25 </a>Actionable Strategies for SEOs and Marketers<br>
<a href="https://youtu.be/CUxQrADHNss&t=26m" target="_blank" rel="noopener noreferrer">26:00 </a>Practical Steps for Implementation and Continuous Improvement<br>
<a href="https://youtu.be/CUxQrADHNss&t=32m4s" target="_blank" rel="noopener noreferrer">32:04 </a>Staying Informed in a Rapidly Evolving Landscape<br>

Google’s Search Generative Experience (SGE) Video

Hosted by: Lynne Craig and Patrick Scott

Recorded on: 10/2/24

<iframe width="840" height="423.50" src="https://www.youtube.com/embed/CUxQrADHNss?si=tP_2l76edf2UzLcd" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

### Have a burning SEO Question?

We're here to help you navigate the ever-changing world of SEO! Whether you have specific questions or need tailored [SEO strategies](https://fruition.net/services/seo-services), Patrick is ready to assist you.

<a class="btn btn-primary" style="font-size: 17px;" href="/contact">Chat with Patrick! </a>

Discover how AI transforms SEO with Patrick Scott, Lead SEO Strategist at Fruition. Learn actionable strategies to boost search rankings and drive qualified traffic.

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SEO Strategies in the Age of AI: Adapting to Change

FOR IMMEDIATE RELEASE — April 1, 2019

Denver, Colo. — Fruition Growth, LLC, recently redesigned and launched a brand-new website for Restoration Management Company (RMC) out of Hayward, California. 

The website redesign project started with a discovery meeting with Fruition’s project management and design teams to understand RMC’s current pain points, future goals and branding. From there, the site was designed to improve usability, functionality and overall user experience for each customer journey including property and facility managers, insurance adjusters, multi-family management companies and homeowners. The new site’s structure is intended to allow users to easily navigate their way around and learn about RMC’s services including Restoration & Catastrophe Response services.

Restoration Management Company offers restoration and remediation services for both commercial and residential properties and communities in the Western US. Additionally, RMC serves multi-family properties and individual homeowners that have experienced property damage due to a fire, flood or natural disaster. 

“Our goal was to make it easier for our customers to find information quickly and have access to all the resources they need in any given situation,” said Jon Takata, CEO of Restoration Management Company. “Our company is always focused on delivering exceptional customer service and the new RMC.com is in line with our core values.” 

Fruition also performed robust keyword research and an SEO analysis to improve organic traffic. Since the launch of the website in January 2019, the Restoration Management Company website has seen an overall 25% increase in organic traffic compared to the previous period.

Learn more about Fruition’s web design and development services.

***

Fruition marketing builds, grows and protects digital properties to help middle-market companies increase their online presence while reducing risks. Unlike niche agencies who only offer development, marketing or hosting support, Fruition has experts in each service area needed for your company to beat your competitors online.

PRESS CONTACT

Lynne Craig, Sr. Account Director

Fruition Growth, LLC

616 Speer Boulevard, Denver, CO 80203

(303) 385-8054

ABOUT RESTORATION MANAGEMENT COMPANY

Founded in 1985 by current CEO Jon Takata, RMC has made customer service and continuing education for service technicians a paramount goal. RMC has built a stellar reputation around a team of experienced professionals, dedicated to delivering a quick response and above all superior workmanship. Headquartered in Hayward, California, RMC has 10 regional locations in California, as well as locations in Seattle, Phoenix and Denver-metro areas. RMC’s objective is to efficiently and professionally restore property back to pre-loss condition, as well as the delivery of reliable emergency mitigation services for businesses, commercial buildings, homes and in response to catastrophes across the United States.

Discover Fruition Growth's user-friendly, custom website design for Restoration Management Company, tailored to meet their brand's goals and improve customer engagement.  

Updated Content: 

# Fruition's Intuitive Web Solution for Restoration Management Company

FOR IMMEDIATE RELEASE — April 1, 2019

Denver, Colo. — Fruition Growth, LLC has launched a brand-new customer-centric website for Restoration Management Company (RMC), California. 

Fruition kick-started the project with an in-depth discovery meeting to comprehend RMC's vision, brand essence, and consumer challenges. The outcome? An improved website, enriched user experience and streamlined customer journey for different user personas - from property managers and insurance adjusters to homeowners. RMC's restoration services, catastrophe response included, are now more accessible for users to explore and understand. 

Belonging to the Western US, Restoration Management Company extends its expertise in restoration and remediation services for commercial and residential properties. Catering to communities, multi-family properties, and individual homeowners, RMC professionals are ready to step in when disaster strikes.

“Our mission was to simplify information discovery and provide all necessary resources for our customers in any circumstance,” said Jon Takata, Restoration Management Company CEO. “Our renewed website, RMC.com, stands as a testament to our commitment to superior customer service.” 

Post the launch in January 2019, the new Restoration Management Company website has witnessed a 25% uptick in organic traffic against the previous period, thanks to the SEO analysis and comprehensive keyword research by Fruition.

Find more details about Fruition’s web design and development services.

***

Fruition is your go-to partner for growing your online presence and mitigating digital risks. We specialize in enhancing your digital assets while keeping your competitors at bay. 

PRESS CONTACT

Lynne Craig, Sr. Account Director

Fruition Growth, LLC

616 Speer Boulevard, Denver, CO 80203

(303) 385-8054

ABOUT RESTORATION MANAGEMENT COMPANY

Led by CEO Jon Takata since 1985, RMC pledges to deliver responsive service and superior craftsmanship. RMC, based out of Hayward, California, serves in 10 regional locations within California, and in Seattle, Phoenix, and Denver-metro areas. RMC’s goal is to restore properties professionally and deliver reliable emergency mitigation services across the United States and during calamities.

Fruition Launches Redesigned Website for Restoration Services

While Google algorithm updates have a history of altering the SEO landscape, the release of Penguin and subsequent Penguin updates introduced drastic changes to the industry and historically common SEO practices. The latest on Google and using AI for SEO: https://fruition.net/blog/ai-seo-for-ai-search-engines 

## Nearly 10 years ago Penguin Rolled Out
At Fruition we just so happened to have hired two new SEO services analyst the day penguin rolled out. What a baptism by fire for them. One of them quit within a few weeks ("it was too much stress") the other turned into a phenomenal director of marketing. Sylvia, said "Within one hour of my arrival, the entire office was buzzing and running around about a huge new update from Google that was affecting websites, rushing to check all client sites to see who was impacted. Welcome Penguin 1.0. While the team was running around and analyzing all the information, I was left with my head spinning trying to wrap my head around all the new developments. However, I knew that same day I had made the wise choice choosing Fruition (from 3 job offers) in seeing that we were very minimally affected by the update and that most clients remained steady in rankings and traffic."

## Penguin Google Update
Penguin 1.0 and its subsequent updates have gradually become a major source of anxiety for many SEO firms and really has shaken up the industry. Given its impact, adapting your strategy and updating your website and approach is unavoidable. Although it’s all but impossible to truly understand Google’s algorithms and predict changes entirely, there are often hints of what is to come.

### Penguin hit link building
At the core of all Penguin updates is link building. In order to understand just how this traditional SEO practice of networking was affected, let’s take a look at the importance of links, what they do, and how each Penguin update specifically impacted the Internet landscape.

### The Importance of Link Profiles
Establishing a link profile, or “link building,” is a broad term that means different things to different people. Ultimately it takes the traditional marketing-based practice of networking and injects it into the Internet marketplace. To put it in other terms, if the Internet were a reality television show, your link relationships would be your strategic alliances.

### The Purpose of Establishing a Link Profile
Forming friendships and developing business relationships with others is important in establishing your brand. It takes groundwork. In the Internet world, links are the foundation of your website’s reach. The more links you have, the more popular you are. The more popular you are, the more visible you are to potential customers. A site without links is like a storefront in the middle of nowhere with virtually no access roads for potential customers to find you.

### The Bad Side of Link Building
Networking, establishing link profiles and link building aren't inherently bad. In fact, link building makes sense—particularly if you are a new site. Unfortunately, the problem isn’t with links or link building. The problem is with those who abuse the system. Once link building was established as a means of networking and promotion, some sites began to abuse the system. Links appeared in unrelated keywords or on directory sites. Demand for links not only affected link quality, but also made link building a business with sites requiring payments for links without disclosure. This is cheating, but not strictly “illegal” in the eyes of Google—at least in the past.

### Enter Penguin 1.0 (April 2012)
As link profiles became increasingly shady, Google took an aggressive stance against it. Each update went one step further in sending a very clear message. Upon Penguin’s release, Google took aim at the practice of link building as a primary form of SEO. While there were two subsequent installments of Penguin (1.1 and 1.2), the updates looked at three main issues.
- Over-optimized anchor text
- Links to (and from) bad neighborhoods
- Irrelevant inbound links

The first Penguin installment all but broke the Internet, but it only touched the surface of what was to come.

### Enter Penguin 2.0 (May 2013)
A little over a year later, Penguin 2.0 was released. Penguin 2.0 built upon 1.0, taking the fight against dodgy links a step further. It crawled beyond the homepage, delving inside a website’s inner workings to investigate its link profile. Penguin 2.0 penalized sites, evaluating links in relation to three issues.
- Contextual links
- Article spinning
- Tiered link building (micro-sites using an established parent site’s link profile).

All contextual links in internal content needed to be relevant to the article and your site. Article spinning was also targeted. This is a common practice that often leads to bad quality content and subpar grammar (at best). Another trick of the trade, so to speak, that was targeted in 2.0 updates is the practice of tiered link building, where microsites use an established parent site’s link profile in order to provide instant ranking.

### Reactions and Fallout
Each Penguin update has resulted in many sites being penalized. This leads to a drop in traffic (sometimes drastic), which then results in a loss of revenue. You can clean things up, resubmit to Google, but it can take a few weeks or more to get your site back in Google-approved order. The hit your site takes directly depends on its organic site traffic, ultimately making it harder to grow your business. Unfortunately, many websites were unaware of the issues. And since 2.0 went beyond the homepage, a website’s past practices could easily come back to haunt them.

### Advertising and Disclosure
Advertising drives traffic to your site. Some of this is in the form of paid links. You advertise because you want to drive traffic to your site. Advertising is not intended to directly drive organic traffic. There are certain rules in place about advertising and sponsored posts that simply require sites to mark paid links as “no follow” links. It is still a link that drives traffic to your site, but by marking it appropriately Google does not factor that traffic into its ranking. Google has no problem with you making money off of your site; it is the under-the-table deals that try to undermine its system Google takes issue with.

### What This Means for the Future
Google is serious about fair play online. Each penalty rollout, in their eyes, forces site owners to recognize and pay close attention to the rules. Until Penguin was released, sites often relied on creative ways to get around the rules; some even profited from this. Google sees this as unethical and has vowed to stop the practice of link building as a form of SEO. If you haven't used Fruition's Google Penalty Checker get setup and check your website against both Penguin and Panda updates (over 100 updates). It's the fastest, most accurate, and easiest, way to see how your website was impacted by Google's algorithm changes. Each Penguin update has further emphasized this point, quickly reacting to new threats and doubling down on their own. The times have changed, yet in some ways, the Internet landscape has come full circle. Just as in life, building your site takes hard work and patience. Organic links should be just that. It’s not an easy task, but your site is your business. “Get rich quick” schemes do not work, ultimately fail, and overnight link building will get you penalized. In this business, you have to work hard to ensure continued success. I love telling the story of my 'crazy' first day at Fruition and have been asked several times "How did you choose to come back and why did you stay in the industry?" The answer is simple: I love working in this challenging and ever-changing industry where we are always learning and adapting strategies to best serve clients. The success of helping clients excel in their business combined with choosing to work at a quality company like Fruition that employs white-hat SEO best practices and has a true passion in helping clients keeps me coming back to work every day – with a big smile on my face and ready for the next challenge!

Learn about the seismic shift in SEO strategies caused by Google's Penguin update. Understand how it changed link building, and how to adjust in light of these transformations.

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Impact of Google's Penguin Update on Link Building Practices

*Ensuring the security of applications and websites requires constant vigilance, not just at the final deployment stage but throughout every link in the software supply chain. Recent incidents, such as the compromise of the `@0xengine/xmlrpc` npm library, highlight the growing sophistication and persistence of cybercriminals targeting these supply chains.*

### What are Supply Chain Attacks?

At their core, supply chain attacks occur when threat actors infiltrate the software development pipeline—either by injecting malicious code into widely used libraries, compromising build systems, or tampering with trusted third-party services. By subverting a dependency that developers inherently trust, attackers gain a foothold into countless downstream systems without having to breach them individually. This can yield massive ripple effects, impacting organizations of all sizes.

In today’s interconnected environment, developers rely heavily on open-source components to build, maintain, and scale applications efficiently. While this approach accelerates innovation, it also introduces potential risks. A single compromised library or plugin can trickle down into thousands of applications, infecting the entire ecosystem.

### The XML-RPC npm Library Compromise

A recent and highly instructive example involves the npm package `@0xengine/xmlrpc`. Initially published in October 2023 as a seemingly harmless JavaScript-based XML-RPC server and client tool for Node.js, it quickly gained a measure of trust, amassing nearly 1,800 downloads to date. Just one day after its initial release, the malicious actor introduced hidden, harmful code in version `1.3.4`.

**Key Malicious Activities:**

1. **Data Exfiltration:** The compromised code collected sensitive system information, including SSH keys, bash history, environment variables, and system metadata. Every 12 hours, this stolen data was exfiltrated to external services such as Dropbox and file.io, providing attackers with a continuous stream of valuable intelligence.

2. **Cryptocurrency Mining:** After establishing a foothold, the malware deployed the XMRig cryptocurrency miner on infected systems. At least 68 compromised hosts were quietly generating profit for the attacker. To remain stealthy, the code closely monitored system processes. _If a user ran common system monitoring commands (`top`, `iostat`, etc.), it would pause mining operations to avoid detection._

3. **Persistence and Evasion:** By leveraging systemd services, the malware persisted through reboots. Its adaptive behavior—terminating malicious processes when suspicious activity was detected—underscored the attacker’s focus on evading security controls and manual inspections.

### Distributing the Attack Through Multiple Vectors

A critical lesson from this case is how attackers found multiple ways to propagate their code:

- **Direct Installation:** Users who explicitly installed the `@0xengine/xmlrpc` package became immediate victims.  
- **Hidden Dependency:** The attackers also infiltrated a GitHub project named “yawpp” (Yet Another WordPress Poster). By listing the malicious npm package as a dependency in `package.json`, anyone who cloned and built “yawpp” unwittingly installed the infected library. This subtle approach exploits the chain of trust developers often place in open-source projects and their respective dependencies.

It remains unclear if the “yawpp” developer intentionally introduced the malicious dependency or was themselves a victim. However, this scenario highlights how even well-intentioned developers can inadvertently become vehicles for malware distribution.

Below is a conceptual flowchart representation of a typical software supply chain attack lifecycle. You can use this as a guide when visualizing the process.

```  
         ┌─────────────────────────┐
         │ Identify Popular Target  │
         │ (Package, Repository,    │
         │  Developer Tool)         │
         └───────────┬─────────────┘
                     │
                     v
       ┌─────────────────────────┐
       │ Compromise the Source    │
       │ (Insert Malicious Code,  │
       │  Create Rogue Package,   │
       │  Hijack Maintainer Acct) │
       └───────────┬─────────────┘
                   │
                   v
        ┌───────────────────────┐
        │ Distribute Malicious   │
        │ Dependency via Registry│
        │ (npm, PyPI, Maven, etc.)   
        └───────────┬───────────┘
                    │
                    v
        ┌───────────────────────┐
        │ Users Install or Update│
        │ Compromised Component  │
        │ (Auto-installs,        │
        │  Dependencies in CI/CD)│
        └───────────┬───────────┘
                    │
                    v
       ┌─────────────────────────┐
       │ Malicious Code Executes  │
       │ (Steal Data, Inject      │
       │ Backdoors, Mine Crypto,  │
       │ Exfiltrate Secrets)      │
       └───────────┬─────────────┘
                   │
                   v
      ┌───────────────────────────┐
      │ Persistence & Evasion      │
      │ (Monitor Processes, Hide   │
      │ Activity, Adapt to         │
      │ Detection Attempts)        │
      └───────────┬───────────────┘
                  │
                  v
         ┌───────────────────────┐
         │ Detection & Response   │
         │ (Security Tools,       │
         │ Package Removal,       │
         │ Incident Response)     │
         └───────────────────────┘
```

**Explanation of Stages:**

1. **Identify Popular Target:**  
   Attackers choose well-known packages or development tools with a large user base.

2. **Compromise the Source:**  
   By infiltrating a developer’s account, exploiting vulnerabilities in build systems, or creating a malicious fork, attackers embed harmful code into the supply chain.

3. **Distribute Malicious Dependency:**  
   The compromised code is published to a package registry, often masquerading as a routine update or a legitimate-sounding new package.

4. **User Installation:**  
   Developers and automated CI/CD pipelines unknowingly install the tainted component as part of normal updates or by pulling in new dependencies.

5. **Malicious Code Execution:**  
   Once inside user environments, malicious code can steal data, open backdoors, or run cryptominers.

6. **Persistence & Evasion:**  
   Attackers implement techniques to remain undetected and adapt to security measures, prolonging their presence.

7. **Detection & Response:**  
   Security teams discover the issue, remove the malicious packages, rotate credentials, and harden defenses to prevent future attacks.

This flowchart illustrates how a single compromise in the software supply chain can ripple out to numerous end-users, impacting security and trust in widely adopted software components.

**The Role of AI in Amplifying Supply Chain Risks**

The rise of AI-driven development tools can inadvertently lower the barrier to entry for malicious actors. As generative AI models advance, they enable rapid creation, maintenance, and incremental updates to software packages, making it easier for attackers to produce and refine malicious libraries. Some key ways that AI can amplify supply chain vulnerabilities include:

1. **Automated Code Generation:**  
   Malicious developers can leverage AI to quickly generate initial codebases that appear genuine, bypassing some initial security red flags. Over time, threat actors can rely on these models to refine their code, ensuring that the malicious payload remains obfuscated and hard to detect.

2. **Incremental, Credible Updates:**  
   Traditionally, threat actors might struggle to produce realistic version updates and commit logs. With AI, attackers can mimic legitimate development patterns—introducing minor features, improving documentation, and squashing trivial bugs over weeks or months. This steady “normal” activity can lull security teams and developers into a false sense of trust before malicious code is ultimately introduced.

3. **Scaling Attacks Across Ecosystems:**  
   Just as benign developers use AI to rapidly bootstrap projects in multiple programming languages, attackers can do the same. They can generate malicious packages for Python’s PyPI, Node.js’s npm, and other ecosystems simultaneously. This flood of multi-platform threats overwhelms manual review processes and, if undetected, dramatically increases the scale of the compromise.

4. **Adaptive Evasion Techniques:**  
   AI models can help attackers continuously learn from detection events. Every time a malicious package is flagged, threat actors can adjust their code to avoid future detection, refining their obfuscation techniques and persistence strategies with a level of speed and sophistication previously hard to achieve.

As AI democratizes software creation, it also democratizes the ability to produce and maintain malicious libraries. This dynamic calls for an even stronger focus on supply chain security, emphasizing continuous scanning, robust vetting processes, and advanced anomaly detection that stays a step ahead of evolving AI-assisted threats.

### Continuous Vigilance is Key

The `@0xengine/xmlrpc` case is not isolated. Other recent campaigns target both npm and Python’s PyPI repositories, employing fake packages and typosquatting techniques. These threats often target specific communities, such as Roblox developers, to ensure a steady stream of victims.

The underlying message is clear: *Even libraries with a track record of reliable updates and maintenance can turn malicious.* Attackers increasingly use “gradual infiltration”—initially uploading benign code, waiting for community adoption and trust to build, and then slipping in malicious modifications at a later date.

### How to Protect Yourself and Your Organization

**1. Implement Rigorous Supply Chain Security Measures:**  
Tools and platforms that proactively scan dependencies—such as those employed by companies like Fruition—are critical. By continuously monitoring for unusual patterns or known malicious code signatures, these scanning solutions help identify problems before they reach production.

**2. Lock Dependencies and Use Verified Registries:**  
Ensure you are pinning exact versions of dependencies rather than relying on semver ranges that automatically pull updates. Additionally, consider using curated registries or tools that only approve dependencies that have been thoroughly vetted.

**3. Regular Code Reviews and Dependency Audits:**  
Perform frequent reviews of your project’s `package.json` or `requirements.txt` files. Remove unused or suspect dependencies. Keep a close eye on changelogs, commit histories, and package maintainers’ reputations.

**4. Limit Sensitive Data Exposure:**  
Even if an attacker compromises a dependency, proper secrets management (such as using encrypted storage or isolated environment variables) can limit what the malicious code can exfiltrate.

**5. Train Your Team:**  
Your developers and DevOps engineers should be aware of supply chain risks. Encourage them to be skeptical, verify authenticity, and promptly report suspicious behavior.

---

### Supply Chain Attacks are Going to Increase, Stay Alert

Supply chain attacks like the recent `@0xengine/xmlrpc` npm compromise underscore a fundamental truth: as we accelerate software development through open-source collaboration, we must also invest in robust security measures. From automated scanning solutions to rigorous auditing practices, maintaining a trustworthy supply chain demands constant vigilance.

At Fruition, we understand the complexity of these threats and work diligently to help enterprise-level WordPress clients stay ahead of malicious actors. By proactively scanning dependencies, validating sources, and implementing industry-leading security best practices, we help clients navigate the modern threat landscape securely.

**Staying safe today means securing not just what you build, but what you build with.**

The compromise of the `@0xengine/xmlrpc` npm library, highlight the growing sophistication and persistence of cybercriminals targeting supply chains.

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