How to explain the value of SEO / SEO is dead

Pro Snippet   There have been several pieces of news this week which will have far-reaching implications for Google and for SEOs. On the legal side, Google being forced to divest Chrome would dramatically change how search works and behaves, while the AIO rollout in the EU suggests a certain confidence in its legal robustness. While we're waiting to see how that plays out though, we also have no shortage of tactical advice for you - from fashion ecom, to Gen Alpha SEO, to stakeholder management. - Tom Capper, Senior Search Scientist, Moz What We're Reading: How Do You Explain the Value of SEO? — Whiteboard Friday 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. Google Rolls Out AI Overviews in EU Regions Many of us assumed that Google had a legal reason for holding off on AIO in the EU for so long. If that was true, they clearly think they have a workaround now - and John Mueller is finally enjoying the same medical misinformation as the rest of us. I've Had It! We Need to Stop the Fearmongering and "SEO Is Dead" Narrative SEO famously dies every year, and Chima is getting fed up of the latest wave of doomsaying angles. Google Must Divest the Chrome Browser:' DOJ Renews Call for Google to Sell Chrome, and Android Could Be Next   While this is not a final ruling, it is a step towards a reality that would change how search works dramatically. We all know now how much Google leans on Chrome data to inform search, and the competitive advantage that can deliver. How Gen Alpha is Influencing Future SEO Strategies   Gen Alpha - currently at most 15 years old - is a generation that is starting to become economically active, and may represent a stark shift in learned search behaviors. Strike a Pose: SEO for Fashion Ecommerce   SEO can be a totally different game from one vertical to the next, and fashion is a great example. Emma has a walk through of hard-learned examples. Bluesky Makes It Easier for Publishers to Track Referrals   Might Bluesky represent a reversal of the long term trend towards dark traffic for publishers and brands? We wouldn't bet on it, but this is still good news. Microsoft Bing/Copilot Use Schema for Its LLMs   It's been reasonable to assume until now that Schema is not a huge part of how LLMs work - given that they can ingest human-readable content just fine. This news from Bing casts doubt on that assumption, and may help to arrest Schema's perceived decline in relevance in recent years. Google Finds 10,000 Fake Listings on Google Maps, Sues Alleged Network of Scammers   Spam and abuse has been a long-running theme in Local SEO news, so it's encouraging to see both mainstream coverage of the issue, and Google taking action. How Geotagging Photos Affects Google Business Profile Rank: Study   Does EXIF data affect local rank? It's a long-running debate, and this study aims to add a little data to the picture. (Pun intended.)   Moz, 360, Park Avenue South, New York, NY 10010, USA Unsubscribe Manage preferences

Content churn has doubled & your new north star ⭐

Pro Snippet   This edition of the Moz top 10 has a mix of clever tactical solutions - from internal linking to gap analysis to technical SEO - and dramatic news on the general state of search. New research from Dr. Pete highlights how the content game has heated up in recent years, and a study from the Columba Journalism Review highlights the poor state of content accuracy in LLM responses. - Tom Capper, Senior Search Scientist, Moz What We're Reading: How To Use LLMs for Competitive Research and Gap Analysis Finding keyword opportunities vs. competitors is a core task for any SEO, but that doesn't mean we can't keep innovating. Caitlin has 6 ways to add more kick to your gap analysis with AI. Why Brand Authority Should Be Your New North Star Brand has never mattered more, but what does it mean, and what can you actually do about it? 3 Unexpected Examples of Technical SEO Issues (And How to Resolve Them) — Whiteboard Friday This Whiteboard Friday covers three clever tech SEO solutions to three different problems. Even if you don't have these exact issues, there's a lot to be learned from the logic behind Kristina's work. How To Get Found, Noticed, Clicked, and Remembered   MIEP - Make It Easy Please. Which is exactly what this checklist does, for content writing for AI and SEO. Content Churn in Google Doubled Over Five Years   Are we as an industry publishing content faster than ever? Or is Google just getting more and more interested in freshness? Whatever the reason, Dr. Pete's data on this novel metric shows a dramatic story. How to Find Internal Linking Opportunities Using Screaming Frog's N-gram Analysis   This once advanced tactic is now more accessible than ever, as demonstrated in this simple guide to horizontal linking opportunities. SEO-Driven Content Architecture — Whiteboard Friday   But what about the other type of internal linking - your actual site structure? This is a hugely impactful set of choices that many sites make entirely by accident. AI Search Has A Citation Problem   This is surely going to be one of the most cited pieces of research in the SEO space in 2025. Unfortunately, the picture painted is a damning one - of extreme accuracy issues and misattribution in AI answers. Why Is Google Highlighting 7-Year-Old Negative Reviews?   Google bizarrely chooses to update featured reviews on a less than annual basis, leaving some businesses stuck with a historic bad review for huge periods of time. Google Brings Back Local Pack To AI Overviews   Back in the days of SGE and labs-only beta, we used to regularly see local packs in Google's AI results. Now, after a long hiatus, they're back.   Moz, 720 Robson St, 400, Vancouver, BC V6Z 1A1, Canada Unsubscribe Manage preferences