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.