The Not-So-Great Decoupling?

Pro Snippet   This edition of the Moz Top 10 features two contrary takes on the much discussed 'Great Decoupling' of clicks and impressions in organic search. Martin from Google says it's not such a big deal, Glenn Gabe says we're forgetting that it isn't universal. We also have a few great tactical articles, a rant about JavaScript, and the future implications of AI in search. - Tom Capper, Senior Search Scientist, Moz What We're Reading: The Rise of Synthetic Authority Is EEAT really about humans, and if it is now, will it always be? Jono, provocative as always, thinks not. Whether or not you agree, his thought experiment is instructive. 5 AI-Powered Workflows Every SEO Should Be Using Today Moz's very own VP of Revenue shares how he is using AI in combination with free or cheap APIs to automate every day marketing and SEO tasks. The Forgotten Coupling Everyone is talking about the "Great Decoupling" of clicks and impressions and the new AI Mode tab in Google Search, but it's easy to forget that there are a bunch of other tabs that are not going through the same dubious transformation. What Has Changed in SEO? | Whiteboard Friday Revisited With Cyrus Shepard   Back in 2021 Cyrus published a hugely popular Whiteboard Friday sharing 21 SEO tips. Now, 4 years later, he revisits them to see what has changed. How Content Structure Matters for AI Search   Many people are rushing to share theoretical thoughts about how content should be structured for AI search, but where's the data? Chris tests a number of different methods to see what actually stands up. The Great Decoupling Explained By A Googler   Back to Great Decoupling news, Martin Splitt from Google has waded in with his take, and why he feels it's not such a disaster for SEOs. His argument, predictably, has become quite contentious.  JavaScript Broke the Web (And Called It Progress)   Jono Alderson writes nothing for years, then writes 3 hard hitting posts in a week. Here he covers a history of how JavaScript has become so problematic for the web and SEO. 5 Revolutionary Strategies for Enterprise Ecommerce SEO   Enterprise SEO tends to be a slightly different game, with typically more focus on on-site and technical work, and dealing with the consequences of very high page counts. Mark shares some great go-to tactics. Local Ranking Factors in ChatGPT   You know about Google local ranking factors, you know about AI search, but do you know about ChatGPT local ranking factors? As you'd expect there's a mix of the two, and a couple of things you might not have considered. From Trust Signals to AI Signals: The Evolution of Online Reviews   Claudia explores how AI search tools are placing an (even higher) value on online reviews, and how this might influence businesses tactically. Moz, 360, Park Avenue South, New York, NY 10010, USA Unsubscribe Manage preferences

The Accessibility Advantage, Analogies, and AI Agents

Pro Snippet   We've a couple of potentially existential topics in the form of AI Mode, AI agents, and Google ranking with translated content from other markets. At the same time, the here and now of day to day SEO isn't going away, as covered in two tactical pieces on technical SEO communication and a Whiteboard Friday on the benefits of web accessibility. - Tom Capper, Senior Search Scientist, Moz What We're Reading: Initial Thoughts on Google AI Mode Barry's take is focused on news sites but universally applicable, as well as being balanced and concise. The Accessibility Advantage — Whiteboard Friday Making your website usable to everyone should be enough of a reason, but it just so happens many of these tips equally benefit your search performance in general. What Happens When Your Buyer Is a Bot? Jono is thinking (not very) far forward to a world where an AI agent is completing tasks we'd currently search for ourselves. What does that look like for marketers? Google Translate Proxy Pages Are Dominating AI Overviews in Europe, too — And No One Controls It   In a bizarre but seemingly intentional twist, Google is promoting not original sites, but its own Google Translate results of other people's sites, in AIOs. Why Small Businesses Need to Think Beyond Google & Build Brand   If it's not obvious from everything we're putting out both in our product and in our content here at Moz, we really think Brand is getting more and more important. Preeti agrees. How to Communicate Site Migration to Clients — Whiteboard Friday   Site migrations are some of the biggest and riskiest SEO projects most brands will ever attempt, but half the battle is communication.  18 Real-Life Analogies to Explain SEO to Anyone   Explaining technical SEO to non-technical stakeholders can be a daunting task, but Jasmine has a fun, and also useful guide to cut through the jargon. WordPress Veterans Launch Fair Project to Tackle Security and Control Concerns   This is a small piece of tech news that has huge implications for the control and future of WordPress, the CMS that powers something like 40% of the web. The Ultimate Playbook for Google Business Profile Suspensions   This is a thorough and comprehensive guide to diagnosing and handling suspensions. AI and Local Search: The New Rules of Visibility and ROI in 2025   Benu theorizes that LLMs are going to take local search towards hyper-personalization, and explains what she thinks that means for our tactics. Moz, 360, Park Avenue South, New York, NY 10010, USA Unsubscribe Manage preferences