Google's biggest threat + search intent funnel

Pro Snippet "This issue we have a triple-billing on HCU tactics, and another on threats to Google. Is it Amazon, the United States Department of Justice, or his own leadership team that is giving Sundar the biggest headache this week?" - Tom Capper, Senior Search Scientist, Moz What We're Reading:   What Is Keyword Intent and How Does It Impact Your Conversion Rate? Moz's own Jo Cameron is here with an intent-fuelled keyword research workflow, serving users through the buyer journey in organic search. What If Google's Biggest Problem Isn't AI? Whilst we're all losing our minds over AI, there is probably a bigger existential threat to SEO as we know it. Before 2023 & ChatGPT, Google was most obviously focused on product and affiliate verticals, perhaps to combat their biggest risk: Amazon. Google HCU: What Can You Do? — Whiteboard Friday Following on from his study last month, Tom is addressing some FAQs, hot takes, and tactical takeaways from his Helpful Content Update (HCU) study. Creating Content for SEO in a Zero-Click World ...Including the fact that even if off-site factors are critical, it's no excuse not to make helpful content. This piece from Chantal Smink is a great summary of the state of content in SEO, and her take on how SEOs can respond. Google AI Overviews Not Linking To Sites Hit By Helpful Content Update Lastly in this month's HCU triple billing, it turns out the AI overview algorithm is intertwined with the "regular" search algorithm in this regard as well - although perhaps not quite keeping up with recent developments. Google is Replacing the Exec in Charge of Search and Ads Don't like how Google search has evolved in the last couple of years? Count Sundar among your friends... maybe. It's hard to interpret this reshuffle of Google leadership, but Prabhakar Raghavan's tenure has been controversial. DOJ Indicates It's Considering Google Breakup Following Monopoly Ruling Very relatedly, the United States DOJ is only getting more serious about Google and its (allegedly, potentially) anticompetitive behaviour. Business Listings Visibility Study Directories and listings sites don't get as much attention as they used to, but they're still a valid tactic in many verticals. This in-depth study contains much food for thought. Google's AI Organized Restaurant Results One of the potential outcomes of "AI-organized" SERPs is a huge increase in local-pack-style results. However, Mike's still not impressed. Google Local Service Ads At It Again With Request Competitive Quotes ...And, nor is Barry. This new ad feature potentially results in two businesses paying for the same lead, but the implementation is currently unclear.       Products  |   Learn  |   Community  |   Blog  |   About . Moz, 720 Robson St, 400  Vancouver, BC V6Z 1A1 Canada You received this email because you are subscribed to The Moz Top 10 newsletter from Moz. Update your email preferences.  Unsubscribe from all future emails.

Marketing amidst AI + Booking.com's huge slice of pie

Pro Snippet "Google testing new features, WordPress drama, structured data (for) news, and two new studies sharing a wealth of data about how customers interact with local SEO — here's everything you can't afford to miss from the last two weeks in SEO." - Tom Capper, Senior Search Scientist, Moz What We're Reading:   Navigating Content Marketing Amidst the Rise of AI — Whiteboard Friday Ross Simmonds challenges you to diversify your content and content marketing to prepare for his vision of tomorrow's LLM-fueled search landscape — watch this bumper length Whiteboard Friday. The WordPress vs. WP Engine Drama, Explained WordPress, by some estimates, powers 40% of the web. It's an open-source, not-for-profit platform, but tangled with a number of hugely influential businesses — and now they seem intent on airing their grievances in public. Structured Data for News Publishers Barry is back with another news-leaning comprehensive rundown. This is probably worth a look regardless of whether you share his vertical focus. Google is Testing Verified Checkmarks in Search Should this even be necessary? Why would Google show a counterfeit brand site in the first place? Is Google going to end up looking like a social feed? Just some of the many questions posed by this recent test. How I Found Internal Linking Opportunities With Vector Embeddings Internal links remain one of the most underrated tools in an SEO's arsenal, and Everett is returning to the Moz blog after a cheeky 7-year hiatus with this comprehensive how-to. Google AI Overview Ads Launch on Mobile in U.S. Ads were cited by many (including the editor of this newsletter) as one of the main hurdles for Google in rolling out AI search features. How would they monetize a feature that might remove the need for a click? Would advertisers mind the uncertain context of their ads? We're about to find out. Google Expands Structured Data Support for Product Certifications Niche but useful to those affected — Google is updating its preferred structured data for emissions classes (A, B, C, etc.). In particular, EnergyConsumptionDetails is out by next Spring. Search Marketing Implications for European Hotel Suppliers David has recruited a panel of European searchers to see how they interact with hotel SERPs. The result is brutal, but perhaps unsurprising — unless you work for Booking.com. Delivering Local SEO as Part of a Wider SEO Strategy In this chapter from BrightLocal's agency growth handbook, Rachel Ellen wants to persuade you that your SEO strategy should always include local. New Study Finds That Review Requests Should Be Treated Like Customer Service Miriam is teasing out the insights from a recent report by GatherUp, in particular the importance of whether and how you ask customers to review your business.       Products  |   Learn  |   Community  |   Blog  |   About . Moz, 720 Robson St, 400  Vancouver, BC V6Z 1A1 Canada You received this email because you are subscribed to The Moz Top 10 newsletter from Moz. Update your email preferences.  Unsubscribe from all future emails.