Traditional content marketers focus on creating campaigns and individual articles. When they use AI, it’s often just to generate drafts faster without fixing the underlying problems of quality, consistency, or scale. The result is more content, but not better content. A content engineer closes that gap by thinking in systems instead of one-off pieces. They […]

So first off, what is duplicate content? Essentially, duplicate content is content that appears in more than one place on the Internet. But this may not be as cut and dry as it seems. Content that is too similar, even if it isn’t identical, may be considered duplicates of one another.  When thinking about duplicate […]

Every few years, a shiny new acronym takes over the SEO industry. This time, it’s Generative Engine Optimization (GEO), and everyone’s talking about it like it’s the future of search. But let’s take a breath. The truth is, many of these “new” concepts related to GEO aren’t actually new. They’re evolutions reframing what good SEOs […]

Here are a few recommendations for lunch, dinner, snacks – you name it! All within walking distance of the MozCon venue. Tony DiNapoli’s Family-style Italian  Walk time: 10 minutes | Address: 147 W 43rd StSuggested by: Kolleen Shallcross | Owner | Shallcross Marketing From Kolleen: “For dining in the theatre district, Tony DiNapoli’s is priced right for families and big […]

When you pair it with an SEO tool like Moz Pro, you can show how optimising a specific page could lead to increases in traffic, what that traffic would cost to serve, and how much revenue it’s likely to generate. This makes conversations with non-SEO stakeholders clearer and more persuasive. Prioritize work Once you’ve classified pages […]

SparkToro helped me understand that my ideal customers are women aged 30-40 who spend time on Reddit, Google, and Pinterest. They care about brand prestige and storytelling and love treating themselves to gifts. I can use this information for targeting in the following ways: Create content for life events:  Build campaigns around events like weddings, […]

So I’ve heard a lot of folks kind of starting down here and saying, “Community is really important. This is something we have to get off the ground for our business.” And I’m not quite sure that’s always, in some cases it is the right way to go, but always the right direction to go.  […]

Click on the whiteboard image above to open a high-resolution version in a new tab! Hey, Moz fans. Welcome back to another edition of Whiteboard Friday. My name is Meghan, and I’m on the Learning team here at Moz. Today, I’m going to talk to you about harnessing the power of feedback when it comes […]

Align: Within the first second, visitors should feel confident they’ve found what they were looking for. This immediate connection is the opposite of bounce rate and sets the stage for deeper engagement. Qualify: Demonstrate that you meet their essential requirements. This is often feature-led — if a visitor is looking for a specific capability and […]

Missed MozCon London 2025? Discover key takeaways from top SEO experts on AI search, brand visibility, and content ROI to future-proof your strategy.

So step one to communicating really effectively with your senior SEO stakeholders is identifying the outcomes that matter to them. That’s the goals, the things that they’re being tasked with, the stuff that they are having to talk to their stakeholders about every day. These are the initiatives and goals that you’ve heard spoken about […]

If two pages rank (home page and careers page) but serve different purposes, that’s fine, but if there’s overlap, you should fix it. Consolidate, canonicalize, or redirect overlapping pages When keyword overlap shows up, you’ve got three options: Merge content into the stronger page and 301 redirect the weaker one Canonicalize if the content must […]

Point two is citations. These pieces of content are still getting cited in AI Overviews or in ChatGPT. They still sometimes provide the source from where they got the information. Okay, the clicks are a tenth, if not more, than what you used to get. But if someone is going to get it, at least […]

Step 1: Understand your buyer’s intent and awareness level  Before deciding which content formats to create, consider: The stakeholder’s role in the buying process Evaluation criteria Familiarity with your product and solutions BoFu decisions usually involve multiple stakeholders with different levels of awareness and evaluation criteria. Choose content formats that speak directly to their needs. […]

So key points, as I say, it’s a tab like News and like those other things.  Unlike News and like those other things, it doesn’t get broken out unfortunately in Google Search Console. It’s just lumped in with regular search. You can filter out News, you can filter out Image search in Search Console. You […]

If you run a local business, you know the rush: a new five-star review drops, and you’re riding high on social proof. But one bad review? It can feel like someone graffiti-tagged your storefront with “AVOID AT ALL COSTS.” That one-star review will keep you up at night.  Over the past two decades, we’ve gone […]

Now I am going to come over here and talk about best practices that we should be doing.  And I use the word “best practices” because AI Mode should be a result of all the other great things you’ve been doing in your SEO strategy. It shouldn’t be the entirety of your strategy.  Publish like […]

Purna Virji  — Principal Consultant & Global Program Manager at LinkedIn I’ve spoken at conferences worldwide but still need to disappear into a bathroom stall to recharge between sessions.  People are always surprised when I tell them I’m an introvert. I’ve just gotten good at being “on” during events, so good that people assume I’m naturally […]

Is traditional SEO still worth it in an AI-first world? Learn how marketers are adapting to declining traffic, LLM search, and platform-specific strategies that work.

One of the main things I’ve noticed at events is that people tend to zone out or get distracted during talks. I have ADHD, and sitting still for long periods, especially after a full workday, is a struggle. My attention span is running on fumes by the evening. I needed a way to keep the […]

3. Impressions are good data Thirdly, impressions are just good data. There are a lot of things in SEO that we don’t have good data for. Impressions, we do have pretty good data for. It’s in Search Console. It’s free. It’s universal. It’s comparable with other channels.  Okay, it’s not perfect. There’s a lot of […]

Unlike previous updates where we might see evidence of some degree of reversal afterward, HC stands out as one factor that shows no mercy. In short, there are no easy fixes. Reversing a damaged site from an HC update is not straightforward and requires significant effort, depending on the site size and the time Google […]

According to Garrett, AI Overviews for local search are “still garbage,” and not much has changed since 2024. The same core concepts reign supreme in Local SEO: proximity, relevance, and prominence. In 2024, Garrett noted that while the concepts of Local AIOs were simple, the quality of results was poor or incorrect. In 2025, this remains true, […]

When it comes to making strategic decisions about your content strategy, it pays to consider multiple factors and data points before making any drastic changes. And although I hate to be a cliche, the classic answer to whether you should change your strategy based on the presence of AIOs really is: It depends. The reality […]

Get your first look at the highly anticipated MozCon London 2025 schedule is here! Dive into a full day of actionable insights and expert talks covering AI’s impact, conversion strategies, brand building, and more. Don’t miss your chance to be part of our inaugural London event.

Here are some tips to make your content retrieval-ready: Ensure every section can stand on its own because the AI may lift it without the surrounding context Use clear, descriptive headings that act as signposts Include bullet points and numbered lists—they’re ideal for summaries and direct answers Add tables to show comparisons (like pros and […]

What is AI Mode? Google announced that as of May 2025, AI Mode would be available to all users in the United States, with plans for a broader international rollout in the coming months. While organic traffic has faced stiff competition from SERP features and sponsored ads, the wider adoption of LLM chat interfaces & […]

Links still matter; that hasn’t changed. While tactics have evolved, they are still one of the key signals search engines use to understand authority.  In the original Whiteboard Friday video, Cyrus confides: “No, kidding. Everybody hates link building. Link building is so hard. There are some professionals and some great people in the industry who […]

If you’re not familiar with embeddings, think of them as mathematical representations of meaning. Instead of storing your literal search history, Google converts your behavior into numbers that capture relationships between concepts.  Basically, it’s search history as vector math. This is a direct application of semantic search, and it’s not brand new. Folks like Dan Hinckley […]

Stop chasing traffic and trends without the data. We know that SEO strategies need to be more agile than ever, but staying grounded in your brand’s roots will consistently be the key. Here’s what you’ll learn in my MozCon presentation: A framework for conversion-focused SEO  Learn how to refocus your SEO strategy around purchase intent, […]

The result was a fleet of intelligent SEO agents powered by Moz’s trusted API data and Relevance AI’s flexible and powerful platform. From content refresh recommendations to backlink prospecting workflows, we created solutions that automate manual tasks, initiate research tasks in the background, and provide a strategic output that can propel your marketing efforts to […]

Marketers are under pressure to do more with less, but building your own tools isn’t as out of reach as it seems. When I started out, I didn’t want to manage a big team. So I looked for ways to automate repetitive work, not because of budget constraints, but because I wanted to scale without […]

I’m sharing a framework to help you align your brand and SEO, ensuring your presence is consistent and ready for how search works today and where it’s heading. Here’s what I’ll cover: How search engines and LLMs interpret brand signals  I’ll use a TensorFlow visualization to explain how Google and LLMs view your brand. You’ll […]

So, once you realize there is some migration going on, here are some questions to ask. So first, a timeline. When is the launch date? That’s the most important thing. And how much time do you have to prepare for the site migration? You will need to ask the reason for migration. So is it […]

Struggling to explain or understand technical SEO? These real-life analogies simplify technical concepts, making SEO easier to understand and teach.

Here’s what I’ll cover in my MozCon talk: Social listening before you build Before you build anything, you need to listen. Find the corners of the internet where your audience already trusts each other. I’ll show you how to find these spaces, what to look for once you’re there, and how to engage meaningfully.  Launching […]

The key thing to remember is that small changes do make a big difference, and steady progress is far more important than perfection.  It’s easy to get started, but here are a few common pitfalls to watch out for along the way. Common mistakes to avoid Let’s take a look at some common pitfalls to […]

Vanity metrics are frustrating because they don’t treat SEO like a profit-and-loss function, where each page has to earn its keep. Recently, I was working on an enterprise e-commerce site with billions of URLs.  I wanted to answer three questions: Can Google crawl all of these pages? How much revenue are they generating? How much […]

Startups would hit Series B and invest heavily in building content moats with aggressive velocity. I worked with content teams publishing an average of 100 blog posts monthly, with 40-50 writers on payroll. One SaaS company published 1,000 blog posts, and everybody clapped. We wrote case studies about it and called them visionary because they dominated Search […]

So another way that is really helpful with stress is to have some techniques. This is a technique I created called BRAVE. So what is it? What does it mean? So B is “breathing.” We underestimate the impact breathing well helps us because when you’re breathing in, you’re energizing, and when you’re breathing out, you […]

Discoverability no longer happens in one place. It’s earned through repetition across the ecosystem, including social media, influencer content, press coverage, affiliate partnerships, and online communities.  The organic real estate that once fueled brand awareness is shrinking fast, and that affects your ability to get in front of potential customers. The consequences include: Fewer brand […]

I’ve worked with enough brands to spot the same problem every time: the click that gets the credit is rarely the one that did the work. Here’s a typical example:  When shopping for a new laptop, you start with a broad search like “best laptops 2025,” read a few buying guides, scan publisher reviews, and […]

Custom event tracking gives you real insight into how users engage with your product, not just that they visited. It helps you understand what’s working, where users drop off, and how to improve their experience. With the right setup, custom events become a reliable tool for optimizing funnels, increasing feature adoption, and supporting smarter decisions […]

This year, MozCon is hittin’ the road to bring you fun and SEO insights. We’re excited to announce that London’s lineup is swiftly taking shape, with six confirmed speakers. Keep scrolling to get a peek at our first round of confirmed speakers for New York below!  We’re hosting two events in two incredible cities, each […]

So some examples of businesses I would say probably shouldn’t bother.  Rolls-Royce Aerospace Rolls-Royce Aerospace are actually called Rolls-Royce Holdings PLC, I think technically. So this is a company that sells small nuclear reactors and jet engines. I would say that when governments, militaries, whoever else wants to buy this kind of thing, they’re probably […]

Create multi-format content Most teams stop at blog posts, and that’s a big mistake. The brands that own the SERPs, like HubSpot, Monday.com, and Salesforce, build topic clusters beyond the blog. They include webinars, videos, social content, and more.  Diversifying formats helps them show up across every stage of the buyer journey. To do the […]

Getting cited in generative engines doesn’t follow the same playbook as SEO. In fact, some tactics that work in traditional search won’t help your visibility in ChatGPT, Gemini, and Perplexity. Here’s what to avoid: Assuming SEO rankings equal AI visibility Ranking well in Google doesn’t mean you’ll be featured in generative answers. AI engines use […]

We’re talking about pain point pages, and what I mean by that is that these pages can actually be useful for SEO traffic because your users are looking for how to solve a specific problem they have, and they need a product — your product — to solve their problems.  So let’s talk about the […]

Multi-market Brand Authority has two practical advantages. First, if you primarily serve the UK, Canada, or Australia, you’re going to be much happier with the data. Here are some concrete examples of score increases from our initial testing: +60 — timhortons.ca +39 — bunnings.com.au +36 — bbc.co.uk +33 — tesco.com +26 — canadiantire.ca This passes […]

Set boundaries How to cultivate a successful mentoring relationship. I tell a story about when I did my counseling course like everyone was grown. We decided to set up a WhatsApp group. And the tutor said to us, it’s like, “What are the rules for this group?” And we’re like, “No, we’re all grown-ups. It’s […]

The fourth one, which is like the more fun, the actual actionable stuff that you come here for, is you’re going to map those themes to your platforms and also the content repurposing opportunities. So now you’ve got the far more contextual, nuanced information from this step. So instead of having just themes and your […]

Struggling to turn SEO recommendations into results? Learn how clear communication and smart prioritization can bridge the gap and drive real impact.

Before we can identify the keywords our competitors are ranking for, we have to first identify who our competitors are in the first place. When investigating who you’re competing against for space in the SERP, be sure to consider the following. 1. Your online competitors may be different than your “real life” competitors This may […]

With SEOFOMO, SEO you might think it’s like a niche. Yes, it’s a niche, but a lot is happening all the time. A lot is going on all the time. So it is worth it to learn about it and keep updated weekly. Yes, it’s a niche, but it has a big enough audience, a […]

Want more numbers? I’ve got you: Look in your GA4 analytics right now and check how much traffic and conversions you get from organic search compared to GEO. When you compare the numbers, there’s an ocean-sized gap, which means that while clicks are going down, organic search is still the primary traffic source for most websites. […]

Most SEOs can say they’ve struggled to explain the value of their work at one time or another. Explore tactics to navigate the challenges of communicating the value of SEO to stakeholders in this episode of Whiteboard Friday. Join Bethan as they talk about how to align SEO metrics with business goals and navigate tough […]

Prepare for feast and famine Almost every SEO freelancer has experienced feast or famine. One month, you might land multiple high-paying projects; the next, work could dry up completely This unpredictability can be frustrating and, at times, terrifying if you’re used to a steady paycheck. Don’t panic. Instead of spending freely in good months, set […]

If I could say this honestly, one reason attribution is so difficult is that some executives just don’t get it. Not all, of course, but generally, there’s a misunderstanding of how content works. I’ve had awkward conversations with executives who ask, “Show us the value of this blog post.” My reaction is, what?  You don’t […]

Note the steady climb until Q3 (July) of 2023, with a precipitous drop into Q4 of 2023, followed by another, faster climb to current highs. Summer of 2023 was a period of historically high ranking flux, culminating in an August Core Update, September Helpful Content Update, and October Spam Update. It’s difficult to separate signal from […]

This step is essential; without it, Copilot won’t scan the page properly or provide an accurate summary​. Review skills, recommendations, and certifications Copilot will highlight key details, including: Professional skills Endorsements and recommendations Certifications and memberships Interests and affiliations It generates a snapshot of your professional background, making it easier to build a concise and […]

Collect competitor URLs using Moz Site Crawl or a sitemap export. Next, import the URLs into Google Sheets and apply the same GPT formula used for your site.  =GPT(“Based on the string provided, assign it to one of these themes: ‘Dog Health’, ‘Dog Recipes’, ‘Dog Behavior’, ‘Dog Breed’, ‘Seasonality/Events’, ‘OTHER’, Use the examples as a guide but […]

Perplexity AI is an intelligent research assistant that delivers accurate results with cited sources, prompts, and follow-up questions. It remembers past interactions for a more intuitive experience, making it a powerful tool for writers, marketers, and researchers looking to streamline content creation. Key features of Perplexity AI Some features of Perplexity AI include: Accurate web […]

So in both of these cases, you can generate this very large number of URLs that are getting basically no traffic. So what might we actually do about this or decide whether we want to do something about this?  1. Identify URLs with almost no traffic So the first step I would take is identify […]

Using the previous example of “buying a house” as the seed keyword, I’ve grouped my keywords by low lexical similarity. Within the “how to buy a house for the first time” group, there are multiple long-tail keywords that may be great inspiration for a new piece of content for my real estate agency including “what to […]

How I use AI for conversion optimization First, you need to give AI a webpage for analysis  You can copy and paste the text below into an AI tool for a quick messaging review. Alternatively, you can also take a full-page screenshot  (using tools like Snagit) and upload it alongside an audit prompt.  This allows the […]

I encourage you to wear your empathy hat and think about the biggest problems digital marketers and SEOs face today. A few topics we’re interested in include: SERP volatility and AI search features eroding organic traffic Search results are more unpredictable than ever, with AI search features impacting clicks. If you’ve found a strategy to […]

When it comes to analyzing the root cause, we have several diagnostic tools we can use, and they reside on three different levels of data that we can get: the basic behavioral data, the next level data, and the predictive data. Let’s get into each one of these. 1. Basic data The basic data comes from tools that you […]

Some SEOs are often so focused on rankings and traffic that they fail to focus on the post-click experience and miss opportunities to convert visitors. They don’t build a lead-generating machine because their bounce rates are high, and their conversion rates are low. This type of SEO is all cheese and no mousetrap. Our final […]

While high-volume keywords may seem appetizing, it doesn’t always yield meaningful returns. The initial psychological response to seeing high-volume keywords in your niche may whet your appetite, but it’s important to be pragmatic and avoid exercises in marketing futility.  High-volume keywords likely fall into one of the following buckets: Informational queries: Stiff competition from Wikipedia, […]

Now my final one and probably the one that most people struggle with is being agile and adaptive. What this means is that rather than trying to plan out an entire year of content, you give yourself space to be agile, to be adaptive to what is happening around you in your industry and create […]

Based on our depth of experience in keyword research, we’ve developed four perspectives to give you a bird’s eye view of the competitive landscape … (i) Keywords to improve This is the default view, which shows you keywords for which you already rank (in the top 20 results) but your competitors outrank you. You can […]

In SEO, results take time. Hence, it is important to keep clients informed and engaged during onboarding to retain them. GUIDEcx makes this easy with a customer-facing dashboard that provides real-time project visibility. With in-app collaboration, you can share updates, assign tasks, and gather feedback in one place.  Pro Tip: Use GUIDEcx’s task assignment feature to break […]

Well, actually, there’s lots of influencing factors you need to consider from an SEO perspective. And the first one that I’ll be talking about is audiences and messages. Although like from an SEO standpoint, there’s a really clear argument to say, “What’s your time and money resources?” When we’re thinking about our resources from a […]

While Moz’s Domain Authority (DA) isn’t a ranking factor, the Ziff Davis study confirms it’s a strong directional indicator of site authority, which aligns with the high-quality sources favored in LLM training​. In a Moz roundup on the Google Leaks, Rand Fishkin pointed out, “Google has been misleading marketers for years when saying they don’t use any […]

This template allows for a nuanced assessment, helping you prioritize which content to retain, update, or remove. Performance benchmarking After scoring is complete and before you remove any content, establish a performance benchmark by measuring key metrics such as: This baseline data lets you compare performance after the removal and assess whether the changes were beneficial, […]

So now you’re like, “Okay, but Purna, how do I measure it all?” It’s not that hard. What I’ve really found is something that I call the four R’s of measurement, which is line of sight measurement into content marketing. It is so much more effective because you evaluate impact at four different stages, which […]

Use Canonical tags Canonical tags are an effective way to resolve keyword cannibalization without removing duplicate pages. They tell search engines which page should be indexed and ranked as the primary page, while keeping other related pages accessible to visitors. Example:Imagine you own an eCommerce website and have multiple pages targeting the keyword “best running […]

With the new year underway, you may be wondering what strategies you should implement for maximum SEO success in 2025. Chima’s got you covered! In this week’s episode of Whiteboard Friday, she talks through her six top SEO tips for this year, which include driving brand awareness and diversifying your traffic sources.

Here’s how these tools can help: Topic generation: Input a seed keyword or query, and the tool suggests trending topics and relevant angles. For example, you could prompt an LLM to surface questions people ask about remote work tools or trends. Outlining: Title and meta description optimization: Create multiple SEO-optimized variations for title tags and meta descriptions. […]

The last thing I want to talk about is who is actually appearing in AI overviews.    So at the moment, we see on average about 6.4 links out, so links to third-party websites from AI overviews. We currently consider there to be two types of links in AI overviews. There’s the preview links that […]

Using a dedicated Googlebot browser simplifies technical SEO audits and improves the accuracy of your results. Here’s why: 1. Convenience A dedicated browser saves time and effort by allowing you to quickly emulate Googlebot without relying on multiple tools. Switching user agents in a standard browser extension can be inefficient, especially when auditing sites with inconsistent […]

Here’s how to build and use prompt libraries effectively: Create reusable prompts: Identify recurring tasks, such as generating title tags, meta descriptions, or content outlines. Develop prompts that consistently deliver reliable results, using frameworks like the 5Ws and H to maintain clarity. Organize prompts for quick access: Categorize prompts by task type (e.g., content creation, technical SEO, competitive […]

So, as I mentioned, your striking distance keywords are pages on your site that are already ranking, but they’re not quite in the top three positions. So I define them as pages that you’re ranking for your target keywords from position 4 to 20. There’s an opportunity here that maybe with a little push or […]

Archive.org is an invaluable tool for SEO tasks, funded by donations. If you search for a domain and select the “URLs” option, you can access up to 10,000 listed URLs. However, there are a few limitations: URL limit: You can only retrieve up to 10,000 URLs, which is insufficient for larger sites. Quality: Many URLs may be […]

If one channel shows a drop, but the others hold up, usually you suspect something went wrong with that channel. Perhaps your organic traffic was negatively affected by an algorithm update, for example. However, when direct traffic drops off a cliff, it’s harder to know where to look. Suppose every channel, including direct traffic, drops. […]

So, let’s imagine you wake up one day and are on page 1 for “men’s blazers.” We all want to be on page 1 if we’re selling men’s blazers. Then suddenly, you notice your content drops. When you take a closer look, you might discover that multiple URLs are returning over a period of time […]

Using a dedicated Googlebot browser simplifies technical SEO audits and improves the accuracy of your results. Here’s why: 1. Convenience A dedicated browser saves time and effort by allowing you to quickly emulate Googlebot without relying on multiple tools. Switching user agents in a standard browser extension can be inefficient, especially when auditing sites with inconsistent […]

There are four primary ways we collaborate with external contributors on Moz content The Moz Blog Whiteboard Friday The Practical Marketer webinar series MozPod Contributors are the reason why thousands of people flock to Moz daily to consume high-quality content taken from the POV of experts doing the work. Today, we want to celebrate top […]

Google’s suggestion that off-topic content might be targeted by the algorithm made a lot of people nervous, and for good reason — “off-topic” is hopelessly (deliberately?) vague. Many sites legitimately cover a wide range of topics, while other sites hyper-target topics now in a way that’s clearly designed to maximize SEO benefits. The danger here […]

Debugging endless code, racing against deadlines, and juggling clunky tools—sounds like just another day in the life of a developer. And then there’s your boss, who expects you to stay on top of new AI trends because the shinier, the better, right? There had to be a better way to hit those impossible deadlines and […]

Managing local SEO for your business shouldn’t require juggling multiple tools or endless hours of manual listing management. That’s why we’re thrilled to introduce the all-new Moz Local — your comprehensize platform for location data, reputation, and social media management available now for you to purchase and manage your local business listings!    With the new Moz […]

Caitlin Hathaway — Audience Development at MVF Prediction: I predict that 2025 will be the year brands focus on diversifying content strategies to reduce dependence on Google and safeguard against algorithm volatility. Why it’s important: This past year has shown how risky it is to rely on Google for traffic, as algorithm updates can devastate a brand’s […]

Managing reports in Looker Studio feels overwhelming when working with various data sources. To make this process more efficient, I leverage Looker Studio automation with LLMs (Large Language Models) to generate and update reports programmatically.  Here’s how I set up the automation a. Get the Looker Studio API Key: Start by going to the Google Cloud […]

So before we kick off, there are a few things that you’ll need in terms of data in order to build your forecast. Firstly, 12 months traffic data. So this is effectively you can use your analytics platform or you can use Google Search Console to pull down 12 months’ worth of organic data by […]

As a content creator, I spend a lot of time creating videos, graphics, and slides for speaking engagements. It takes up a lot of time, and I’ve found myself increasingly turning to AI tools to cut out the manual work and help me get to the finish line faster. After countless trials, I’ve found a […]

Now you have a really good sizable SEO list of keywords. But what about coming outside of SEO? What else can we find out there?  Social media. I love using social media to do keyword research. I’ve found some really great gold mines by looking at keywords on Twitter and LinkedIn. I refuse to call […]

Looking for SEO AI tools to improve your process and workflows? Mike King shares 24 ways he’s using AI plus custom GPTs you can start using now.

Struggling to keep up with SEO changes and traffic drops? Lily Ray shares 17 strategies on the future of SEO to help you prepare foe 2025

If you’re an existing Moz Local customer, you may be wondering, “What does this mean for me?” We’ve got you covered.    All existing customers will be automatically updated to the new Moz Local. Once you have access to the new platform, you’ll need to reconnect your Google Business Profile and Facebook accounts. And if […]

Look, I know it’s tempting to skip the foundational bits of a guide or a course, jump straight into SEO tools, and start implementing changes. After all, time is a hot commodity, right? But without truly understanding the theory, you’ll only scratch the surface of what’s possible. Competitive analysis requires more than just plugging a […]

Black Friday, the day after Thanksgiving in the United States, marks the official start of the holiday shopping season. Traditionally, it was a brick-and-mortar shopping event, with crowds flocking to stores for steep discounts driving holiday sales.  Today, Black Friday (BF) and Cyber Monday (CM) present opportunities for e-commerce brands to increase sales and attract […]

Up next, we have price anchoring. So price anchoring is a great mental model that has lots of different strengths to it. I really recommend you dive deeper into this one and explore it in more depth. For now, we’re going to just cover the basics of price anchoring. In price anchoring, as the name […]

8. Infuse content with empathy Empathy in content creation means anticipating user needs, guiding them through challenges, and creating a supportive experience. As Roshni Shaikh, a conversion strategist from Cape Agency, says, “Content shouldn’t convey empathy. Empathy comes before content.” How to infuse empathy into your content: Walk in their shoes:  Imagine your potential customer’s […]

Comprehensive organization schema markup But for Google, you need to go a step further into semantics. Everything you just said about your brand with on-page text, say it again through comprehensive schema markup. This brand-splaining of your entity to Google reconfirms its key attributes and is a critical step to Google accepting that information as […]

This post expands on something I discussed in my talk at MozCon two years ago: I believe that a lot of time spent on keyword research is essentially wasted. Don’t get me wrong — keyword research is, of course, important. SEOs and businesses use keyword research to decide which parts of their business to prioritize, […]

Now, let’s move on to automating monotony. I think for most people, we think of automation as super technical or, you know, having AI kind of come in and do the work for us. The reality is all automation is rooted in humans. It’s a human thinking of a question or a problem to solve, […]

This release is a landmark event because we migrated MozBar to V3 of the Moz API. As software developers & marketers, we wanted to show first-hand how bringing products to life with our new API architecture is easier than ever, building endpoints that will make accessing data a breeze. One of the perks of building […]

So just to quickly recap, what I found was sites that had lost in the September 2023 and March 2024 Helpful Content Updates, the last one was merged with a core update, although I do think they’re quite distinct signals, even though they’re allegedly merged now. But anyway, the losers had pretty similar Domain Authority […]

Here at Moz, we’re always looking for ways to build our community of like-minded SEO enthusiasts who enjoy the constant challenge and evolution of the search marketing world. Between MozCon, our involvement in various SEO conferences and organizations such as Women in Tech, our large presence on social channels, and our collection of best-in-class content, […]

What I believe and why I think SEO content has a packaging problem, is because the traditional way that we, as SEO content creators, have been encouraged to create content looks like this. Right? If we’re talking about any particular topic, let’s say, “how to train for a marathon,” it’d be very common for us […]

Keep location & language in mind If you’re tracking globally, word choice matters. For instance, in the UK, you push a “pram,” not a “stroller,” and wear a “jumper,” not a “sweater.” It’s important to make sure your keywords reflect the language of the regions you’re targeting. With the MozBar browser extension, you can set […]

Final way I recommend using ChatGPT for SEO is really creating your custom tools. I think one of the biggest powers is that ChatGPT is going to empower us to be a community of creators and create technical solutions regardless of what our technical background might be. So for example, you could have ChatGPT actually […]

Do the same thing for each subsequent “URL # links to A?” rows.The reference to column B “Links to Target URL” isn’t going to change, but the reference to the related URL column will. For example:In F2 (“URL 2 links to A?”) you will be looking for the E2 URL within the list of URLs […]

But Ross, I don’t know how to go into Reddit. Reddit hates marketers. You’re right, it does. I’ve been blocked from Reddit about eight times in my career. I keep coming back though, and it helped me win my fantasy football league. Shout out to Reddit. Reddit is, without question, one of those places that […]

Host: Chima Mmeje Topics: SEO, digital PR, eCommerce, marketing strategies, and more Frequency: Every 2 weeks Where to listen: YouTube, Spotify, Apple Podcasts Learn more: https://moz.com/mozpod Of course, it wouldn’t be a list that we endorsed without including our very own MozPod. Relaunched in 2024, produced by me and hosted by Chima Mmeje, MozPod tells […]

So when we’re in BigQuery, how do we actually build this dashboard? So BigQuery uses SQL, which is just a programming language. If you’ve used something like XL, you can think about it like that. It’s essentially an XL formula, but within BigQuery. And what this statement is doing is it’s saying when our URL, […]

5. Create a content refresh process Content refreshes are a large part of Pipedrive’s SEO strategy. There are many ways to optimize content, but here’s the process we’ve found most impactful at Grizzle: Use data-driven tools to improve relevancy and inject important themes I rely on tools like Moz and Clearscope to show which themes […]

So we’re gonna dive right in. I’m gonna give you some really practical ways of tackling this challenge, and we’re gonna start by just unpacking what does “no” actually mean? Where does a “no” come from? So when your customer says “no” to taking part in a customer story, what are they really saying? Where […]

Many SEOs believe that experience automatically qualifies them for leadership roles. However, leading a department requires more than SEO expertise. In an article for Moz on retention strategies, Jon Martins, the Operations Director at Hallam, said that not every SEO is suitable for leadership positions and that sometimes there are alternative responsibilities they might be […]

Google has long been a little bit cryptic about major algorithm updates. Way back in 2011, with the launch of the first Panda update, Google said: “This update is designed to reduce rankings for low-quality sites – sites which are low-value add for users, copy content from other websites or sites that are just not […]

Now, in terms of the channels that you can go through, and I will acknowledge I’m paid. So a lot of this is paid-specific, but there is some organic pieces here too. Google Google does cover both search and visual content. Whether we’re thinking about Performance Max, whether we’re thinking about videos and visuals coming […]

Here are six things we did to fix the client relationship: 1. Revisit core values At Vixen Digital, we turned to our core values—honesty, transparency, and respect— to try to mend the relationship. We reflected on where to adjust and grow to realign with the client. 2. Manage client expectations Managing expectations is critical, and […]

This dashboard is now a Swiss Army knife of data that allows you to slice and dice to your heart’s content. Below are a couple of examples of how I use this dashboard to uncover opportunities and insights for my clients. Where are competitors winning? With this data, we can quickly identify the top competing […]

Third-party, this is one of my favorites as someone who works in local SEO. So we’re always looking for opportunities for our clients to get partnerships because building your like brand, building your community is so important with local SEO. The more partnerships you have with other businesses or other organizations that serve the same […]

The next section we’re going to talk about is how you can apply modifiers to your keywords to enrich your keyword lists. So there are lots of different modifiers, and what this will look like will depend completely on your business and your audience. But for us, we use a few different ones. So you […]

Go beyond traditional keyword research tools and ask people All the above methods (albeit excellent) tackle already discovered opportunities that you or your competitors are already ranking high. But how about venturing beyond that? One way to identify new content opportunities is by gathering direct feedback from your audience and internal teams. This approach allows […]

Now, before we kinda dive into that, I wanna make sure everybody understands what I’m talking about when I say local pack rankings. So when you do a search on Google, let’s say your search is “plumber near me,” you would get a search result set that looks kinda like this, and there’s two distinct […]

Hopefully, with all your data prepared and pre-meeting emails sent, you’ll feel ready to walk into your client meeting with confidence. Now, let’s talk briefly about running the meeting and how to keep everyone on track. Listen to your client but minimize distractions Nothing can turn a meeting sour faster than the client feeling dismissed […]

So, starting at the top of the funnel, with informational search, this is people who are not necessarily even thinking anything to do with a conversion, not even at an early stage necessarily. They just want information. They might be trying to answer a simple or complex question. Now, what we notice at this stage […]

So, how might this impact Google consumers in the broadest sense? At this scale, we don’t have much precedent. I’m old enough to remember both the Microsoft (2000) and AT&T (1982) antitrust rulings and the long-term reality looked very different from the initial ruling. Obviously, both companies are still alive and well. While the Microsoft […]

As with any task, you want to maximize your efforts and find the best opportunities. So, before we dive into link prospecting, we need to identify competitors to compare our backlink profile to. If you already have a list of competitors you’d like to work with, you can move on to step two. However, it […]

All right, last question you’re gonna ask yourself, is this video helping to drive sales? I’m sure that you have been in the situation, like I have, where your boss, your client comes to you and they’re like, “I made a video! I’m so excited about this video, I think it should go everywhere on […]

I covered some of the potential arguments either way in my previous post, but the truth is that right now looking at how little traffic these models are driving, it’s probably not hugely impactful in the short term. If you look at Moz’s robots.txt file at the time of writing, you can see we block […]

You cannot read an SEO blog without someone using the word “trust,” whether that’s trust signals, trusted sources, trust factors, or trusted content. But here’s the problem: the public has lost trust in most large institutions, including those in the tech sector. Ted Gioia highlighted three examples in the Rick Beato interview that depict a […]

And what I always encourage beginners to experiment with is get a Proof of Concept. Just see if these different tools are capable of doing the thing that you want them to do. So for example, go straight to ChatGPT, go straight to Gemini, go straight to the source, get that Proof of Concept, and […]

Drive Execution & Growth: SEO Audits in 2023 … and Beyond Aleyda Solis Aleyda demonstrates how comprehensive audits can enhance SEO execution and growth, presenting seven key actions to integrate into your process. She stresses radical audit prioritization, quick wins, quality frameworks, and forecasting while advocating for clear communication of trade-offs and leveraging AI to […]

But you’re probably here more for the new ideas. So new ideas that came from reading these docs, and these are hypotheses, these are ideas of things that we could test, that may or may not turn out to be impactful. I’m slightly cheating with the first one, which is more freshness. I already called […]

I calculate that I’ve been tuning into Mike Blumenthal’s take on local search for about 20 years now. There’s a reason his voice has become such a trusted one in the industry, and I want to summarize something he recently wrote which strikes me as elegantly encapsulating this moment in local search time: There is […]

If we think about organic traffic and SEO and how we can cater to this search behavior, dresses have a really high search volume. Then you’ve got blue dresses, which have about 18,000 searches a month, and blue work dresses, which have 210 searches a month. So, there is still a good amount of search […]

Moz’s own Tom Capper gave a fascinating talk on the critical importance of understanding how Google views search intent as a means of informing how we can support customer journeys. Search intent is typically broken down into four categories: informational, navigational, commercial, and transactional. It was very confirming to see that Tom’s research found that […]

Here’s how I approach prospecting: I start by using Google Search operators to find relevant websites. For example, suppose my client’s site is about sports, specifically marathon training. In that case, I might use queries like intitle:marathon training -recovery plan -“injury” to find sites that discuss marathon training but may lack content on post-race recovery […]

Now, as I mentioned, there are caveats when it comes to optimizing. It is appearing. It’s like the featured snippet where you want to appear in there, but you’re not necessarily going to show up in organic down below. There’s that risk that ifyou mess with your relevance, that might impact your rankings. So the […]

When you really dig deep into the fundamentals of SEO, it has everything to do with emotion. Search engines use complex, ever-changing algorithms to make sure they are serving the most relevant and highest-quality results for people’s search queries in the search engine result pages (SERPs). How search engines work is far more nuanced than […]

A: This topic has come to the fore, especially since Google’s rollout of the Possum filter on September 1, 2016. Businesses at the same address (or even in the same neighborhood) that share a category and are competing for the same search phrases often have the disappointment of discovering that their GBP appears to be […]

So, how do we communicate the value of SEO beyond just that traffic and maybe leads to your senior management team? First off, you need to look at what are the business goals. Now, I’m not talking about your marketing goals or even the goals of the initiative that you’re all focused on for this […]

At the outset of today’s column, I referenced the Google leak in passing. If you’d like to hear more commentary on it from a local SEO perspective, here are two excellent conversations to tune into: I find it interesting to reflect that the leak was met with so much speculation, even to the point of […]

Are you still sleeping on brand as a ranking factor? Explore Tom’s detailed takeaways from the Google leak, with an emphasis on understanding Navboost queries, a click-based ranking system, and branded search.

Every solid business or organization needs an overall unique sales/value proposition (USP/UVP), but individual offerings need one, too, to differentiate them from competing products/services. When hoping to win customers with specific requirements, a forthright explanation of why you believe your option is the best choice can help you go the last mile of earning a […]

But what you need to think about is the fact that consistency is going to be key because what you don’t want to do is chop and change the way that you add your UTM tags because it’s going to bulk your data and it’s going to take a lot of time to tidy up. […]

The Ace Twitter thread began with a profile expressing disbelief that the brand should still be operating if it couldn’t price-match larger competitors. The above anecdote shows that same mindset being transformed by an outstanding second impression created in-store when chance brought the customer into the shop. And now, having experienced the difference first-hand, this […]

I can assume that if Google algorithms can tell whether an entity is relevant to a topic, they can also tell when links are topically relevant. I suspect that Google’s algorithm prioritizes links that are contextually aligned with the content of the linking and linked pages. Topical links are trust signals from authoritative websites telling […]

The final idea is article Schema. Google has said before that they love structured data. It helps them understand the site better. Article Schema is a form of structured data that includes the headline of an article, the author, the publish date, and many, many more, and it can also win you rich snippets. However, […]

This specific page is a magnet for over 9,500 monthly visitors through organic search, ranking for more than 16,400 keywords, and holds an organic traffic value estimated at $42,400. The cornerstone of Airtable’s success lies in its adept understanding and application of search intent, which fundamentally influences how people use search engines. Airtable’s template page […]

Here is an alphabetized starter list I’ve put together of common categories for a variety of places of worship, but if you don’t see your best choice on this list, search PlePer to see if it exists. If not, you’ll need to choose the closest possible option for your primary category: Abbey Abundant Life church […]

Learn how to integrate SEO and paid search into your marketing strategy in order to avoid unnecessary spending, have a unified brand message, and achieve sustainable long-term growth.

And… that’s a wrap! Catch up on the second and final day of MozCon 2024 in this day-two recap.

In his inaugural MozCon talk, Garrett Sussman explored the untapped influence of searcher bias in SEO. Following up on his Moz Blog post on the psychology behind search, Garrett dove deeper into the psyche of searchers. From leading queries like “Is coffee good for you”? to the self-guided nuances of conversational search, he examined how […]

When ChatGPT captured the public imagination in early 2023, there was a scramble at many companies to launch “AI” features. It was easy to get caught up in the excitement, but sometimes the onslaught of AI tools felt like pyrotechnics at a concert — if the band is lousy, then it’s just light and noise. […]

Now, I must say the way this is written about in the documentation is quite arcane. There’s a lot of sort of Google-specific jargon and terminology, a lot of links to other documents that we don’t have access to, so we can’t really see the context. But what it seems to me is that Google […]

If your face is still hot from having a really poor experience at a local business, you can forget to ask the most important question. Before you take to your phone or keyboard to dash off a negative review, ask, “I’m about to invest more of my valuable time in this business that failed to […]

Even if you weren’t born yet in 1980, you may have heard this American pop culture catchphrase stemming from an episode of the wildly popular soap opera Dallas, in which the TV show’s villain was assailed by a mysterious figure. The follow-up episode that revealed the identity of the assassin was the second-highest-rated primetime telecast […]

So, some of these stories become more interesting when, instead of presence, we look at share of voice. So, share of voice is a metric we have in STAT that, rather than just looking at how many SERPs a feature appears on, looks at how prominently it appears. So you might have looked at something […]

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are. We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly […]

At the start of the March Core and Spam updates, Google claimed it intended to reduce unhelpful content in search by 40%. After the conclusion of the March Core Update on April 19 (which Google announced seven days after the fact), Google then clarified that it had actually reduced unhelpful content by 45%. One of […]

Discover how to optimize your e-commerce website’s sitemap with Stevy’s six steps in this edition of Whiteboard Friday.

So you’ve secured your ticket to an industry event—lucky you! It’s time to gear up and make the most of this experience. Whether you’re attending in person or via a remote-friendly livestream option, preparation is key to getting the most value. Follow these essential steps to maximize your experience and ensure you’re fully equipped for […]

And it is. SEO action tip Use power words in your titles and meta descriptions. Don’t overdo it, but see if you can sprinkle in words that give off trust signals: Accredited Certified Proven Reputable Secure Experienced Safe Make sure that they’re appropriate for your industry. On a bigger, strategic level, the best thing you […]

These aren’t easy questions. On the one hand, many of these sites do clearly fit Google’s warning and were using their authority and reputation to rank content that is low-relevance to the main site and its visitors. With any punitive action, though, the problem is that the sites ranking below the penalized sites may not […]

Seattle Asian Art Museum Located at Volunteer Park in the Capitol Hill neighborhood of Seattle, the Seattle Asian Art Museum is another location of SAM. The featured exhibit, Anida Yoeu Ali: Hybrid Skin, Mythical Presence, will be on display until July 7, 2024. This museum is open Friday through Sunday. Northwest African American Museum Self-described […]

So, to be able to do this, you can actually conduct content audits for your website if you are an existing startup, and then see if you have any missing points against your competitors or if you have content that is underperforming and you need to update or you need to optimize. Or if you’re […]

Prerequisites First, you’ll need a CSV containing all your internal links. At the very least, your file should have a column for the source (origin of the internal link) and a column for the destination (where the link leads). However, if possible, include additional columns for the anchor, status code, and type of link (such […]

Know your value It’s essential for women to recognize their worth and advocate for themselves in the workplace. It’s important to know your value and not be afraid to own it. For a lot of women, myself included, doing this can feel horribly unnatural. It’s often hard to admit that you’re good at things or […]

Here, there are options to: Spruce up the styling with fonts and colors Control how and when the popup appears Update headlines and text Turn the popup on or off Set an action or goal Change the layout The design process is simple, thanks to these advanced tools. The key, however, is the emphasis on […]

So one of them is a lot of SEOs right now, and a lot of website owners are saying that they feel independent sites have recently, and especially in these recent updates, been heavily punished. Small independent sites have done much worse than they have done historically, or maybe they’re being outranked by larger sites […]

Why do visitors who start on service pages convert into leads? Because they have commercial intent. Every SEO learned this on day one of keyword research class. But let’s ask a question less common in SEO school… Why DON’T visitors who start on service pages convert into leads? It’s usually because the page failed to […]

Decide on the type of agency Before moving to an agency, research it well. Decide whether to work in a small, large, or multinational company. The benefits from the large agency may be that you can work in a different team more easily. For example, if you work in affiliate marketing or PPC and transition […]

Download a PDF version of the above checklist for your office or to share with employees to ensure you’re having your best and most productive client meetings. Detailed key to the checklist: 1. Check expectations It’s a momentum dampener when either you or your client arrives at a meeting unprepared or you find yourself staring […]

So let’s do priority first because this is the big one. Canonicals Firstly, we’re going to take things off in the canonicals. Suppose that we have some canonical problems across our website. Let’s say we run a big e-commerce site and we have some canonical problems on our category pages, on our product pages. How […]

Let’s consider the example of developing author pages for a blog. At first glance, this may seem straightforward, but it involves multiple components and collaboration across teams: Page design (UX): The user experience team designs the layout, ensuring it’s intuitive and aligns with the overall site aesthetic. Page coding (developer): Developers turn the design into […]

While AI can produce content en masse, it often lacks the personal touch and depth that E-E-A-T demands. Here are the pitfalls of unguided AI content and how to avoid them. Problem 1: Lack of personal experience AI-generated content often lacks the personal touch and real-world experience that makes high-experience content. It may provide correct […]

We also set up a completely separate practitioner listing that brought in another 80—90 calls a month without competing at all with the client’s main listing. However, it’s not easy to keep the leads increasing at that same rate forever. Sometimes, having early wins like this can set expectations that things will continue to climb […]

Now, when you’re thinking about going headless, there are a couple of things to know. Well, first off, is how headless works. The key thing to understand is that the back-end system, that system that holds all of your data, is separate from your customer experience. Those fields and data are coming over via an […]

I will make three arguments for leaving your website totally unblocked for AI bots: Present-day traffic acquisition Present-day brand exposure Future developments in LLM-powered tools Present-day traffic acquisition I recently saw Wil Reynolds speak at SMX Munich, and in his talk, he made the powerful case for ChatGPT (or similar tools) as a significant present-day […]

Do you know what good looks like? Building on the example above, a skill set that will become increasingly vital for success is the ability to understand and anticipate consumer tastes and preferences. As markets become more saturated and consumers are bombarded with an endless array of choices, marketers who can tap into the pulse […]

To achieve the desired outcomes, we implemented a comprehensive migration strategy. Our approach involved the following key steps and activities: Kick-off and alignment We initiated the project with a round of introductory calls to understand the brand requirements, goals, and expectations. The discovery call is one of the crucial parts of the process. It allows […]

However, we’re putting that to one side for today. I just want to talk about not necessarily traditional organic results, but not sponsored results. So what’s actually in position one, excluding ads? Well, most of the time, about two-thirds of the time, it is actually regular organic, your 10 blue links. This surprised me. I […]

Now, let’s deal with the task at hand. Now that you have calmed yourself down and got a clear head, it’s time to get on with the task. There are all sorts of techniques you can use, but I’m going to go through one I use a lot: the traffic light system. The traffic light […]

Start by taking in these three home truths: 1. You’re not wrong… some people’s online behavior can be anti-social If, like the restaurant owner, you don’t want to look at your local business reviews because it just doesn’t make you feel good, know that you’re not alone in being sometimes appalled by people’s behavior on […]

Now what can you do about it? Now, again, there’s no one silver bullet. If you do all these things, I hope that these would help. These have helped us to be able to get things across, to be able to get things implemented, to be able to work with the stakeholders, to be able […]

Content: Blog posts, videos, podcasts, whitepapers, webinars, industry reports, etc. Structure: Tagged by type, solution, audience, author, industry, topic, etc. A catch-all resource section of product news, blog posts, podcasts, case studies, press releases, videos, guides, and white papers has become the norm for B2B software websites. A major advantage to these resource hubs is […]

Once your site is successfully connected, you should have another tab open the URL of the site you entered with a box indicating that it’s connected to the debugger (don’t worry; that box is only visible to you, not to anyone who might be visiting your site.) On the left side panel in your Tag […]

7:30am — Registration & breakfast 9:00am — Opening Remarks + State of the Industry Ethan Hayes Moz’s new General Manager will be kicking things off early on the first day with a warm welcome, laying out all the pertinent details of the conference and setting the stage for what’s to come over the two days […]

A good way of understanding how your users are engaging in the content to begin with because you could use any of these as a template. It’s not necessarily going to reflect your users, though. So, you could use tools like Hotjar, which has a decent heat mapping feature to understand where users are spending […]

Ultimately, Google’s “weather” isn’t a natural phenomenon — it’s driven by human choices, reactions, and, occasionally, mistakes. Whether the changes are heuristic or machine-driven, they’re all driven by the same core philosophy and business models. SGE is a perfect example. We’re still waiting on a wide rollout, suggesting that Google doesn’t entirely like what they […]

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety […]

While globalization has connected the world like never before, successful localization requires more than surface-level translation. By aligning content with nuanced cultural insights, brands can overcome barriers to build authentic multi-local engagement. In marketing, optimal familiarity may relate to the ideal level of brand recognition and consumer exposure to a product or service. Achieving optimal […]

So what are the key takeaways, and how do you kind of put this into practice and get going into having more of an inclusive kind of link building kind of strategy? Update your personas I’d say update your personas. So we as marketers all have our personas, our key audiences. We kind of get […]

How significant? Enough that Near Media needed to produce a visual glossary to help us all understand what the new elements are. Their outlet is doing a great job at tracking the ongoing evolution of what appears to be Google’s response to the requirements of the Digital Markets Act, which went into full effect in […]

Choice overload is partially why users choose familiar options, and this is why leveraging familiarity can be a superpower to make your brand stand out in a sea of similar choices. 2. It modulates the way we perceive experiences Familiarity bias is not only a resource optimization process but also a real tool that has […]