SEO vs. GEO vs. Contentless Marketing

Pro Snippet   SEO vs. GEO, AI-sceptic vs. AI-hype, more content than ever vs. less and better. The debates on how SEO will be affected by AI continue in full force, and in all those cases, both sides are largely right. In this email you'll find 10 balanced, well thought out views - not all of which entirely agree with one another. - Tom Capper, Senior Search Scientist, Moz What We're Reading: SEO Topic Clusters: Complete Guide, Examples & Free Templates Topic clusters help you rank higher, improve user experience, and get more value from every piece of content you create. Chima has crafted this in-depth guide based on her experience working on Moz's own site. Contentless Marketing Meanwhile Jono emphasizes how the bar is changing for the content we publish. Thanks to AI, zero-click SERPs, and the fragmentation of the content ecosystem, anything less than exceptional no longer has ROI. When Should You Do SEO? — Whiteboard Friday Arguably the most basic question in SEO, is actually not that basic at all. Is SEO always a good idea? How to Measure the Impact of AI Overviews on Site Traffic   Assess AIO traffic using Google Search Console, a trick GA4 setup, and your favourite rank tracker. Actionable AI — Whiteboard Friday   A huge amount of information was squeezed onto the Moz Whiteboard last week, including some common traps and misconceptions and how to dodge them. LLMs Aren't Playing by Google's Rules   Lightning never strikes twice, but Jono does in this week's top 10 - here highlighting the less forgiving nature of technical SEO for LLM crawlers. What Is Generative Engine Optimization [Tips & Workflows To Do It]   The GEO vs. SEO debate rages on across the social networks, but Charlie's view is clear - in this post she highlights some key differences and how to address them for your clients and sites. Google's AI Adventure - One Year On   Another strong opinion, a useful tactical recap, and a stark warning - this is Barry's publisher-focused take on LLMs in SEO. 2025 UPDATE: Does the Number of Google Reviews Impact Ranking? [Case Study]   Some useful experimental data on the impact of the 10 review threshold in location rankings. Google Tests Replacing Map Local Pack With AI Overviews   This shouldn't come as a huge surprise given what we saw in the AIO beta (aka "SGEs") over a year ago, but it looks like AI local results are seeing broader testing again. Moz, 360, Park Avenue South, New York, NY 10010, USA Unsubscribe Manage preferences