In recent years, the SEO industry has seen significant changes, driven mainly by technological advancements and new approaches adopted by giants like Google. Amid this ever-evolving landscape, Moz, a pioneer in marketing and SEO software, recently announced a series of updates and new features during MozCon 2024.
This post looks at how these innovations impact SEO professionals and offers practical insights for businesses looking to adapt to these changes.
What’s New at MozCon 2024: Modern, AI-Driven Tools
At MozCon 2024 , Moz unveiled a revamped version of STAT, its enterprise SERP tracking solution, along with several usability improvements to Moz Pro. According to Willow Mack , SVP of Moz Enterprise, the intention behind these updates is to increase the usability and efficiency of the tools, making it easier for users to gain insights.
Mack says the goal is to reduce the time and effort required for users to become proficient in Moz’s tools. With a more intuitive interface, SEO professionals can now navigate more easily and develop strategies more efficiently.
Introduction to Moz AI
Moz also introduced Moz AI, a suite of tools designed to streamline bank data workflows and improve data quality at an enterprise level. Moz AI includes three main features:
Search intent in keyword suggestions
Domain Search Theme
Domain keyword topics in domain overview
These tools use artificial intelligence to help SEO professionals better understand users' search intent and optimize content more effectively.
Challenges and opportunities in today's SEO
During the event, some opportunities and challenges could be observed. We highlight the main ones here.
The threat of “zero clicks”
One of the most discussed topics at MozCon 2024 was the rise of “zero-click” searches, where users find answers directly on Google results pages without needing to click on any links.
According to Tom Capper , senior search scientist at Moz, informational searches have been particularly impacted by this trend, with a significant reduction in organic visibility due to features like featured snippets and AI overviews.
Capper warns that the prevalence of these features makes it extremely challenging to compete at the top of the funnel, where search intent is more informational. However, he also sees opportunities in commercial and local searches, which remain competitive battlegrounds but are potentially more accessible to smaller businesses.
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Adapting to the new scenario
To face the challenges brought by Google's new search features, Capper suggests several strategies, such as those outlined below.
Focus on informational queries without featured snippets
Targeting searches that don’t show prominent results can provide better opportunities for organic visibility.
Explore less competitive business queries
Sectors such as arts, hobbies and real estate may offer less saturated spaces to compete.