Tom Capper
@THCapper
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Senior Search Scientist @Moz and @getstat. Distilled alum. Follow for digital marketing insights, unfollow British politics. Mainly on Bluesky.
WFH
Joined October 2013
Today!
TOMORROW: Join us at 2 pm ET for @sejournal's live webinar with @THCapper on AI-Organized SERPs & Overviews. Save your spot: https://t.co/5Uigm6m0Rv 👈
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Final webinar of the year with three of the best SEOs @THCapper @amandanat and Dr. Pete Meyers Commentary style, no holds, no-frills conversation What's not to love? https://t.co/hgG8Eq1aND
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Including an analysis of the untypical DA profile of training sets created specifically for LLMs.
New data from @ziffdavis (owners of CNET, IGN, PCMag, Mashable and more) shows that AI companies are using more premium publisher data than they care to admit. https://t.co/o2cuaeV5Ya by @sarafischer via @axios
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We’re going to hear lots of stories about which people, policies and rhetoric are to blame for the Democrats’ defeat. Some of those stories may even be true! But an underrated factor is that 2024 was an absolutely horrendous year for incumbents around the world 👇
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Oh, and @THCapper's excellent research on Brand Authority Probably the most cited articles on the conference circuit ATM https://t.co/BBsVJjbojX
moz.com
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This is what happens when you have an ageing population - with more people requiring more pensions and more healthcare paid for by fewer workers
The thing about "the UK’s tax burden is now at a record high", is that this is also true for almost all countries 📈
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Leaving SFO and the google summit on the redeye with very mixed emotions (a thread)
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Interesting that this Google article includes a link to the 100 countries they'll be expanding to. But unless I am missing something, none of those 100 countries include countries in the EU or Middle East!
They're expanding again, but this time to 100+ countries. Whoa -> AI Overviews in Search are coming to more places around the world "With this latest expansion, AI Overviews will reach more than 1 billion global users every month." And languages -> "As part of this update,
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Went to a gig last night, wanted to look up the supporting acts and ohhhhhh Google
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Google HCU: What Can You Do? — Whiteboard Friday - https://t.co/vskFWuKnQR from @THCapper
moz.com
In this week’s episode of Whiteboard Friday, Tom follows up on his previous blog post about the Helpful Content Update and provides actionable insights into what you can do if you’ve been impacted by...
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🎙 @THCapper, Senior Search Scientist at @Moz, will join us at #Digitalzone24 with his talk "Search Intent & The Marketing Funnel"! Learn how to strengthen your marketing funnel. Register for free 👉 https://t.co/01q6hicRiT
#digitalmarketing #SEO #searchintent #webinar
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Did you get a chance to see @THCapper's data-packed talk on search intent and the organic funnel in 2024 @brightonseo? Get the deck -> https://t.co/OrcNHRqPgv And be sure to catch Tom at the STAT booth on Friday, 10:40am - 11:10am.
getstat.com
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We’re set up and ready for day one here at @brightonseo — we can’t wait to hear today's speakers including STAT's very own @THCapper!
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If you're heading to @brightonseo tomorrow, our SEO & Data Manager @Aaron_James_uk is speaking at the GreenSEO event about carbon emissions measurement when auditing - https://t.co/Scb0pT7fHT
#BrightonSEO
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Here's your regular reminder that sometimes your site is fine, and Google just has no idea what's good and what isn't. (No changes in approach, links etc. No content purge yada yada yada. Just Google's March and Aug updates deciding completely different things.)
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I had a theory from the Google leaks: The HCU is not about content. It's about brand:links ratio. I've looked at the last 3 updates, ~2m keywords, and tens of thousands of sites, trying to prove it. Results are a lot clearer than I expected.
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Excellent data via @THCapper showing sites hit by Google's Helpful Content system tend to have lower ratios of "Brand Authority" to "Domain Authority" Over-simplified layman's terms: When your *brand* is weaker than your overall link profile, you may be at risk to Google's HCU
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But don't get too excited - a 12% gain in one update isn't worth much when you're 80% down YoY. This is based on about 500 sites which are very clear HCU losers, btw.
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And naturally, I did my best to pick control periods for the brand:links ratio HCU results. Which produced the expected non-replication of HCU behaviour. Full data: https://t.co/8en0k0usus
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