STAT Search Analytics

If you were at #MozCon and want to revisit @tcapper.co.uk’s talk (or if you missed it and are curious), the full deck is now available to download. Lots of solid, data-backed SEO insights in there: bit.ly/4mcPDa3

What's this we spy? More STAT data on the #MozCon stage? 😍 Shoutout to @tcapper.co.uk for the great talk.

Thanks to everyone who stopped by the STAT booth already, we're looking forward to more chats at lunch #MozCon

Something we've been cooking up has landed on the main stage at MozCon 👀 AI Visibility, coming soon!

#MozCon

And there we have it, another month has flown by!

Let us know what you’ve been reading this past month, and we’ll be back for more at the end of August ✌️

Introducing the Google Trends API (alpha): a new way to access Search Trends data  |  Google Search Central Blog  |  Google for Developers

And finally, Google introduces the Google Trends API (alpha)! This provides a new way of using data in a scalable way as it can be used for research, spotting emerging trends, and more!

Check it out: bit.ly/4frvavK

Google says normal SEO works for ranking in AI Overviews and LLMS.txt won't be used Google said it won't be crawling your LLMS.txt files and just do normal SEO if you want to rank in its AI Overviews.

Want to appear in AIOs? According to #Google’s Gary Illyes, you simply need to “use normal SEO practices. You don’t need GEO, LLMO or anything else.”

Shout out to @searchengineland.bsky.social for this one: bit.ly/4lUjT9v

Glenn Gabe on X: "One of the biggest HCU(X) surges I have seen so far with the June 2025 core update (and the post-core update volatility). Nearly back to where it was before the September 2023 HCU(X). https://t.co/1uLODHuDio" / X One of the biggest HCU(X) surges I have seen so far with the June 2025 core update (and the post-core update volatility). Nearly back to where it was before the September 2023 HCU(X). https://t.co/1uLODHuDio

We saw @glenngabe.bsky.social draw attention to a large HCU surge following the June 2025 core update. Does this mean more change is afoot? Let’s keep an eye out 👀

Source: bit.ly/4flAyQE

How Reviews Influence AI Overviews and Local Rankings | Local SEO Guide I really wanted to title this article “How To Choose To Use Reviews For AI Overviews News,” but was concerned Dr. Seuss might sue me. I’ve often wondered if online reviews can impact AI search results...

@localseoguide.com investigated how reviews impact AIOs & local rankings. In a world where AI tries to decode human experience, there’s no better input than your customer’s voice, perhaps making it the smartest optimization strategy of all.

Take a look: bit.ly/4lfd955

The Content Creator's Dilemma: Quality vs. Quantity | RicketyRoo Explore the tension between producing high volumes of content and delivering high-quality work. This piece should serve as a sharp, honest, and tactical guide for content creators, strategists, and cl...

Kicking us off, @melissapopp.com enters into the quantity vs quality debate, giving insights into whether more really is more when it comes to content. Not only is this unsustainable, but it’s killing your SEO.

So what should you do instead? Start here: bit.ly/4ldkWAm

July has come to a close, so we’re back with our monthly roundup! Here’s a look back at the SEO and digital marketing stories that stood out this month 🏖️

Grab a cold drink, get comfy, and scroll on 🧵

Stop guessing and start creating!

Leverage your tools + real insights for content that actually works.

With two weeks to go until MozCon London, we’ve got a 2-for-1 deal just for you! Don’t miss out, and bring a friend to one of the industry’s favourite events: bit.ly/454u58c

Smoke out the competition with smart segmentation & share of voice

Want to go even deeper? 🤿 We’ve got the entire playbook right here: bit.ly/3T37FhQ

Put smart keyword segmentation and share of voice together and you’ve got an unparalleled look into your competitive landscape. You’ll be able to spot who’s creeping in on your SERPs and begin working to push them back out 🙅

Share of voice shows you who’s really winning, not just who’s showing up.

Because share of voice is analysing the URLs on each SERP, and not just the competitors you provide, it delivers an unbiased list of your true search competitors.

Now, let’s talk share of voice (SOV). It’s based on two ideas:

Not all ranks are equal. Higher ranks give you more visibility.
Not all keywords are equal. Higher search volume gives you more visibility.

Remember, your competition isn’t one-size-fits-all. A brand might dominate in mobile searches but disappear on desktop, or be on top in New York but is nowhere to be seen in Seattle.

Segmentation = clarity 🔍

Let’s start with keyword segmentation.

Break up your SERP data into smarter chunks so you can see who’s showing up where. Try segmenting by:

👕 Product lines/verticals
📍 Geographic markets/regions
📱 Device type

Managing SEO at scale means juggling a lot. So much data, so many competitors. And somehow, some way, someone always sneaks into your SERPs. So let’s catch them in the act.

Enter: keyword segmentation and share of voice 🧵

What is search intent? Search intent is the specific need that drives someone to perform a search. Optimize for intent to appeal to both searchers and search engines.

Search intent isn’t always cut-and-dried or neatly categorizable. In fact, even Google recognizes that a search query could be asking two different things. So, what do you do with keywords that serve multiple purposes? We’ve got the answers: bit.ly/4loHFdb 💡

From SGE to AIO & AI-organized: AI on the SERPs in 2025 Armed with data-backed research, Sr. Search Scientist Tom Capper breaks down the evolution of AI on the SERPs and the state of AI Overviews today.

Armed with data-backed research, Sr. Search Scientist @tcapper.co.uk breaks down the evolution of AI on the SERPs and the state of AI Overviews today 📊 Check it out: bit.ly/3GGx4vv 🔗

What is search intent? Search intent is the specific need that drives someone to perform a search. Optimize for intent to appeal to both searchers and search engines.

If you and your team want to capture (and nurture) leads, you must align your content with these intent types.

Ready to learn how? We’ve broken it down right here: bit.ly/4loHFdb 🔗

🔍 Informational intent - Searchers are looking for general info.
⚖️ Commercial intent - They’re researching the best options.
🛍️ Transactional intent - They’ve narrowed their options & are ready to purchase.
🏆 Navigational intent - They want a specific website or page.

So, what is search intent? Every search falls into one of four categories:

🔍 Informational
⚖️ Commercial
🛍️ Transactional
🏆 Navigational

People don’t just discover brands through search anymore, they make their decisions there.

From first interest to final purchase, every query signals intent, and if SEOs aren’t tracking that, they’re missing the big picture 🖼️

Today’s buyer journey isn’t a straight line, it’s a choose-your-own-adventure, and Google is at the centre 🔍

If you’re in SEO, understanding search intent is the key to moving buyers through the funnel. Let’s break it down 🧵👇

MozCon 2025: Tickets Now Available! Early bird tickets are now available! Don't miss out on your discounted ticket for MozCon 2025: Live in London and New York. The first lucky 100 ticket holders will enjoy all the value of the MozCon 2...

Not got your ticket yet? Here you go: bit.ly/3GmG2xm

It’s less than a month until MozCon lands in London for the first time ever!

SEO pros, digital marketers, and search nerds, this is your event. Will we see you there?

How to measure the impact of AI Overviews on site traffic Assess traffic from AI Overviews using Google Search Console, GA4, and your favourite rank tracker.

Want to see how we pulled it all together?

We combined these data sources to uncover the true impact of an AIO for a specific keyword, telling a story that the individual tools alone can’t.

Dive into the full breakdown in our latest blog: bit.ly/43oYJcG 🔗