Is your Google Search Console showing a trend of plummeting clicks and soaring impressions? Welcome to “The Great Decoupling,” a seismic shift in how people are using the web driven by AI Overviews. In this episode of Whiteboard Friday, Tom explains how AI is fundamentally changing user behavior and what it means for your website’s…

Google’s Helpful Content Update (HCU) has dominated SEO and content strategy discussions since 2023. Yet despite the attention, both Google and industry experts offer advice that remains vague and difficult to translate into clear strategies that protect your site.Google tells us to write “helpful content,” but never defines what that actually means.In my work, researching…

This week, I’m joined by Garrett Sussman as we reflect on his highly valuable Whiteboard Friday episode: “Optimizing for AI Overviews.” This topic is more important than ever as we learn more about the impact of AI on the search industry. This week, we look at Google AI Mode, query fan-out, AI search in e-commerce, local SEO, and…

If there is one thing we can all agree on, it’s that talk about AI Overviews (AIOs), AI Mode, and AI in general seems to be everywhere. Google’s addition of these features has turned marketers and SEOs on their heads, trying to assess how it impacts their business, traffic, and ultimately their strategy.  So, what…

First Look at Your MozCon London 2025 Schedule 👀The anticipation has been building, and we’re thrilled to finally pull back the curtain! After years of bringing the SEO community together in Seattle, MozCon is hitting the road, and we’re incredibly excited to unveil the full schedule for our inaugural MozCon London 2025!Get ready for a…

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. If your content strategy still relies on traditional SEO playbooks, you’re falling behind. Google’s AI Mode is a structural shift threatening the visibility models most content-led businesses depend on.In part one, I explained…

The AI shift is reshaping search If algorithm updates over the last few years have shifted how our industry approaches SEO, then Google’s announcements at I/O 2025 will force us to rewrite the playbook and reorient ourselves around the future of search.Gone are the days when SEO agencies would sell Penguin recovery plans to burned…

In this first edition of Whiteboard Friday Revisited, I’m joined by Cyrus Shepard as we reflect on his hugely popular Whiteboard Friday episode: 21 Smart Google SEO Tips from 2021. Join us as we revisit the past so we can understand the present and speculate on the future.  Why are we still sleeping on Favicon Optimization?…

What I Learned From Analyzing Google’s AI Mode Patent The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. In August 2024, Google published a patent titled “Search With Stateful Chat.” The patent outlines Google’s plans to bake conversational memory into search. Michael King, founder…

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. It’s 2025, and most marketers are still chasing rankings and traffic as the north star. While these metrics look good on paper, they don’t always drive business impact, and realistically, the search environment…