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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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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