Warning Signs: Moz’s Search Scientist Alerts to Impending SEO Challenges

Is organic SEO facing a crisis? Recent insights from Moz’s Senior Search Scientist, Tom Capper, shed light on the challenges ahead in the ever-evolving landscape of digital marketing.

TL;DR:

• Google’s AI Overview feature disrupts traditional organic results.
• Informational searches decline in visibility due to Featured Snippets.
• Commercial queries offer opportunities amidst intense competition.
• Transactional searches have become increasingly pay-to-play.

During MozCon’s 20th annual conference, Capper highlighted Google’s AI-powered disruptions, raising concerns about the viability of full-funnel organic marketing in 2024. With Google’s AI Overview feature generating direct answers at the top of search results pages, traditional organic results for informational searches are experiencing a decline in visibility. Featured Snippets now satisfy users without requiring a click, making it challenging to compete at the top of the funnel.

Capper cautioned that Google’s rush to implement AI overviews could potentially tarnish its brand image, posing risks for the SEO industry as well. While informational searches face hurdles, commercial queries present a lucrative opportunity amidst the turbulence of the mid-funnel battleground. However, major players like Amazon and Reddit dominate commercial results, intensifying competition for smaller sites.

In the exclusive interview, Capper highlighted potential paths forward for those willing to pivot. He emphasized the importance of adapting strategies to align with Google’s evolving search intents and AI-driven features. While traditional organic marketing may face hurdles, Capper sees promise in targeting less competitive commercial queries and leveraging local search optimization.

Despite the challenges posed by Google’s AI-powered search features, Capper believes there are still opportunities for organic marketing success. By focusing on creating high-quality, authoritative content and embracing innovation, SEO professionals can navigate the changing landscape effectively. Capper’s research suggests that while informational and transactional searches may become more challenging to rank organically, commercial and local spaces offer avenues for growth and visibility.

Ultimately, while organic SEO may face obstacles, Capper remains optimistic about its future. Google’s business model relies on sending organic traffic to other sites, ensuring continued opportunities for organic marketing success. With strategic adaptation and a focus on user-centric content, SEO practitioners can thrive amidst the evolving digital ecosystem.

Solution:

• Focus more on disrupting commercial spaces by using phrases such as ‘best’, ‘compare’, ‘top’ and ‘review’.
• Work on local SEO for industries for transactional queries to beat the competition.
• Look for low-competitive commercial queries for industries like hobbies, art and real estate.