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

Too much content and a local SEO success penalty ⚠️

Pro Snippet   Several of this week's picks speak to the huge glut of content that now exists on many sites, and on the web in general, increasingly accelerated by AI. How Google reacts to that, and how it affects the publishing ecosystem, remains to be seen. Meanwhile, Google has taken the unusual step of suppressing organic rankings for sites that do well in local packs - a treatment until now reserved for more prominent features like Featured Snippets! - Tom Capper, Senior Search Scientist, Moz What We're Reading: 11 Years of Google Warming: Is Search Heating Up? We are in what Dr. Pete calls an "endless summer" of algorithm heat. Perhaps that's not as nice as it sounds though! And is it all linked to the surge in AI content and features? The Hidden Dangers of Programmatic SEO Where does programmatic SEO end and spam begin? Does Google agree? What does effective programmatic SEO look like in 2025? Gaetano has the answers. What is Index Bloat? — Whiteboard Friday Cannibalization and Crawl Budget's lesser known cousin, Index Bloat. This can be a serious problem for many websites, and yet is one of the least codified parts of SEO. What GenAI Is Doing to the Content Quality Bell Curve   "Good enough" is no longer good enough. Barry explores how the explosion of mediocre content is shifting the paradigm for web publishers. How to Analyze Behavioral Data for Search — Whiteboard Friday   SEOs are now finally accepting the importance of user behavior in search, but... what can we do about it? Fortunately, we have a neuroscientist turned search marketer here to help. What Sources Do AI Search Engines Cite? Analysis of 40K Responses and 250K Sources   This is a great look at factors that correlate with sites being cited in AI responses, including Domain Authority, type of site, and business size. How I Use Inbound Marketing to Drive 60k Monthly Visitors (Without Paid Ads)   This is a whiplash top-to-bottom journey through Andy's winning formula for inbound marketing. Mining for Content Ideas: Discover, Optimize, and Rank With Moz Pro — Next Level   At the opposite end of the spectrum, this is a deep dive into just one part of that process - content ideation. Google's New "Diversity Update": How to Fix Your Ruined Rankings   Whilst it might have flown under the radar for many (non-local) SEOs, this is a hugely significant update from Google, and a step towards treating different result types as interchangeable. Local SEO Schema: A Complete Guide To Local Structured Data & Rich Results   Structured data has a well established role in SEO, but how can you apply it to local specifically? This article explores some of the key benefits and tactics. Moz, 720 Robson St, 400, Vancouver, BC V6Z 1A1, Canada Unsubscribe Manage preferences