Tom Capper
@tcapper.co.uk
Senior Search Scientist at Moz and STAT. Distilled alum. Follow for the digital marketing insights, unfollow for the British politics.
Pinned
Tom Capper
@tcapper.co.uk
· Nov 27
ICYMI - a few months ago I shared data showing the HCU was, in large part, about brand.
Since then, I've been digging further and watching the recent Core & SRA updates roll out, and I'll be presenting on all of this at @smxmuenchen.bsky.social in March. Cya there!
smxmuenchen.de/session/lets...
Since then, I've been digging further and watching the recent Core & SRA updates roll out, and I'll be presenting on all of this at @smxmuenchen.bsky.social in March. Cya there!
smxmuenchen.de/session/lets...
Come say hi!
We’re live from @brightonseo.com! Come find us at our booth for:
✔️ Live demos
✔️ Chats with our team
✔️ Some seriously good swag
Let’s get this show on the road, see you shortly 👋
✔️ Live demos
✔️ Chats with our team
✔️ Some seriously good swag
Let’s get this show on the road, see you shortly 👋
October 23, 2025 at 9:42 AM
Come say hi!
Reposted by Tom Capper
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
August 12, 2025 at 12:18 PM
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
Reposted by Tom Capper
Your regular reminder that over a lifetime, people born in 1956 will each receive on average £291,000 more from the welfare state than they paid in, compared to £132,000 for people born in 1996 (h/t Resolution Foundation)
Just something to consider next time you hear “I’ve paid in all my life…”
Just something to consider next time you hear “I’ve paid in all my life…”
July 22, 2025 at 10:07 AM
Your regular reminder that over a lifetime, people born in 1956 will each receive on average £291,000 more from the welfare state than they paid in, compared to £132,000 for people born in 1996 (h/t Resolution Foundation)
Just something to consider next time you hear “I’ve paid in all my life…”
Just something to consider next time you hear “I’ve paid in all my life…”
🎉
3rd email I've had about this post recently, and my email address isn't even on the page. I should do more of these write ups.
3rd email I've had about this post recently, and my email address isn't even on the page. I should do more of these write ups.
July 9, 2025 at 8:22 AM
🎉
3rd email I've had about this post recently, and my email address isn't even on the page. I should do more of these write ups.
3rd email I've had about this post recently, and my email address isn't even on the page. I should do more of these write ups.
Reposted by Tom Capper
London Calling: 15 Activities to Bookend Your Trip to MozCon @moz - brought to you by your handy #seo helpers @Sitebulb 😊
London Calling: 15 Activities to Bookend Your Trip to MozCon
MozCon 2025 in London is coming up fast! Are you ready to join us? Meghan has put together a list of fun activities to do with your team or on your own before and after the conference.
moz.com
June 18, 2025 at 4:39 AM
London Calling: 15 Activities to Bookend Your Trip to MozCon @moz - brought to you by your handy #seo helpers @Sitebulb 😊
Reposted by Tom Capper
I'm out from Weedmaps and looking for either a Job or side work-- SEO, perf stuff, data, pipelining, whatever!
May 20, 2025 at 7:57 PM
I'm out from Weedmaps and looking for either a Job or side work-- SEO, perf stuff, data, pipelining, whatever!
ICYMI - I tried to tackle the most basic (and yet not particularly basic) SEO question of all: Whether to do it in the first place.
moz.com/blog/when-sh...
(Charts inspired by @markwilliamscook.com / @aleyda.bsky.social )
moz.com/blog/when-sh...
(Charts inspired by @markwilliamscook.com / @aleyda.bsky.social )
May 13, 2025 at 1:29 PM
ICYMI - I tried to tackle the most basic (and yet not particularly basic) SEO question of all: Whether to do it in the first place.
moz.com/blog/when-sh...
(Charts inspired by @markwilliamscook.com / @aleyda.bsky.social )
moz.com/blog/when-sh...
(Charts inspired by @markwilliamscook.com / @aleyda.bsky.social )
Reposted by Tom Capper
Since it's launch, we've been quietly working to improve Brand Authority and understand how it impacts marketers' lives. Some of the work we've done over the past few months includes multi-market score (US+UK+CA+AU) and pre-computed data for almost 2M brands.
moz.com/blog/brand-a...
moz.com/blog/brand-a...
Moz’s Brand Authority: Multi-Market, More Features, More Data!
moz.com
April 24, 2025 at 3:50 PM
Since it's launch, we've been quietly working to improve Brand Authority and understand how it impacts marketers' lives. Some of the work we've done over the past few months includes multi-market score (US+UK+CA+AU) and pre-computed data for almost 2M brands.
moz.com/blog/brand-a...
moz.com/blog/brand-a...
Reposted by Tom Capper
Roger has some news: tickets are now available for MozCon in NYC and London! 🎉
Get your early bird tickets (only 100 per event) now: mz.cm/423diSG
Get your early bird tickets (only 100 per event) now: mz.cm/423diSG
April 9, 2025 at 5:38 PM
Roger has some news: tickets are now available for MozCon in NYC and London! 🎉
Get your early bird tickets (only 100 per event) now: mz.cm/423diSG
Get your early bird tickets (only 100 per event) now: mz.cm/423diSG
Reposted by Tom Capper
Spit out my coffee.
I call this “AI-splaining”
I call this “AI-splaining”
April 20, 2025 at 4:14 PM
Spit out my coffee.
I call this “AI-splaining”
I call this “AI-splaining”
Reposted by Tom Capper
April 14, 2025 at 4:16 PM
Reposted by Tom Capper
Google remains go-to search engine over AI tools
www.emarketer.com/content/goog...
www.emarketer.com/content/goog...
April 11, 2025 at 7:36 PM
Google remains go-to search engine over AI tools
www.emarketer.com/content/goog...
www.emarketer.com/content/goog...
Reposted by Tom Capper
Content Churn in Google Doubled Over Five Years - via @dr-pete.bsky.social #seo
Content Churn in Google Doubled Over Five Years
We know that Google changes constantly, but what about the internet itself? Dr. Pete's analysis shows that from the end of 2019 to the end of 2024, content churn has more than doubled. What does this mean in the context of content marketing?
moz.com
March 31, 2025 at 4:40 AM
Content Churn in Google Doubled Over Five Years - via @dr-pete.bsky.social #seo
Reposted by Tom Capper
God bless the British media! I love it! Clicks all round!
Sky News > Daily Express > Er, the Daily Express' own liveblog
Sky News > Daily Express > Er, the Daily Express' own liveblog
March 21, 2025 at 9:48 AM
God bless the British media! I love it! Clicks all round!
Sky News > Daily Express > Er, the Daily Express' own liveblog
Sky News > Daily Express > Er, the Daily Express' own liveblog
Reposted by Tom Capper
Want to make sure your SEO strategy is built with this in mind? Get the slides here: getstat.com/smxm25 🔗 #SMXMunich
SMX Munich 2025: Succeed with STAT
getstat.com
March 19, 2025 at 12:23 PM
Want to make sure your SEO strategy is built with this in mind? Get the slides here: getstat.com/smxm25 🔗 #SMXMunich
Reposted by Tom Capper
11 Years of Google Warming: Is Search Heating Up? #seo
11 Years of Google Warming: Is Search Heating Up?
If your job has anything to do with search, you might feel like Google changes every day. Don’t worry, it’s just your imagination — in reality, it’s more like 13 changes every day. We can’t chase every change, but the past 11 years can tell us a lot ab...
moz.com
March 19, 2025 at 6:55 AM
11 Years of Google Warming: Is Search Heating Up? #seo
Reposted by Tom Capper
📢 For those heading to SMX Munich, @tcapper.co.uk is leading a session tomorrow on the surprising truth behind Google’s Helpful Content Update: your brand (not just content) drives SEO success 😮 Don’t miss out: bit.ly/4iSBLQ8 #SMXMunich
Let’s Talk Numbers: HCU is Not What You Think and You Are Not Measuring the Biggest Ranking Factor
smxmuenchen.de
March 18, 2025 at 10:45 AM
📢 For those heading to SMX Munich, @tcapper.co.uk is leading a session tomorrow on the surprising truth behind Google’s Helpful Content Update: your brand (not just content) drives SEO success 😮 Don’t miss out: bit.ly/4iSBLQ8 #SMXMunich
Reposted by Tom Capper
This Moz email is a master class on how to delete old content by 3rd-party contributors while still showing respect for the author
✔️ Shows appreciation
✔️ Clearly states why posts will be deprecated
✔️ Suggests saving copies
✔️ Encourages future collaboration
✔️ Maintains a friendly tone
Bravo Moz! 👏
✔️ Shows appreciation
✔️ Clearly states why posts will be deprecated
✔️ Suggests saving copies
✔️ Encourages future collaboration
✔️ Maintains a friendly tone
Bravo Moz! 👏
March 12, 2025 at 10:28 PM
This Moz email is a master class on how to delete old content by 3rd-party contributors while still showing respect for the author
✔️ Shows appreciation
✔️ Clearly states why posts will be deprecated
✔️ Suggests saving copies
✔️ Encourages future collaboration
✔️ Maintains a friendly tone
Bravo Moz! 👏
✔️ Shows appreciation
✔️ Clearly states why posts will be deprecated
✔️ Suggests saving copies
✔️ Encourages future collaboration
✔️ Maintains a friendly tone
Bravo Moz! 👏
Reposted by Tom Capper
I was curious -- is there a way to measure content churn at Google? So I looked at how many page-one URLs (US/desktop) on any given day we hadn't seen in the previous thirty days. Looking back 5 years, content churn has more than doubled (+127%):
moz.com/blog/content...
moz.com/blog/content...
Content Churn in Google Doubled Over Five Years
We know that Google changes constantly, but what about the internet itself? Dr. Pete's analysis shows that from the end of 2019 to the end of 2024, content churn has more than doubled. What does this ...
moz.com
March 10, 2025 at 1:05 PM
I was curious -- is there a way to measure content churn at Google? So I looked at how many page-one URLs (US/desktop) on any given day we hadn't seen in the previous thirty days. Looking back 5 years, content churn has more than doubled (+127%):
moz.com/blog/content...
moz.com/blog/content...
Reposted by Tom Capper
I'm not sure there’s a perfect way to answer this question, but if you're not always asking it, you should be.
Tom gives some great data about the current state of AI overviews and valuable context, tips and tactics.
It's super timely and Tom's insight is always valuable https://buff.ly/4hm10tx
Tom gives some great data about the current state of AI overviews and valuable context, tips and tactics.
It's super timely and Tom's insight is always valuable https://buff.ly/4hm10tx
AI Overviews: Are They Affecting Your Search Results? — Whiteboard Friday
In this video, we analyze 46,000 keywords to reveal where AI Overviews are actually appearing in search results. Using data from STAT, we break down the differences across markets, search intent, and…
buff.ly
February 25, 2025 at 8:51 PM
I'm not sure there’s a perfect way to answer this question, but if you're not always asking it, you should be.
Tom gives some great data about the current state of AI overviews and valuable context, tips and tactics.
It's super timely and Tom's insight is always valuable https://buff.ly/4hm10tx
Tom gives some great data about the current state of AI overviews and valuable context, tips and tactics.
It's super timely and Tom's insight is always valuable https://buff.ly/4hm10tx
Reposted by Tom Capper
#Mozcon (one of the best events I've had the chance to speak) is back this year in TWO locations: London and NYC! Want to speak? In this guide, Chima Mmeje gives useful advice to do it and link to the form to pitch! Do it now 👇 moz.com/blog/mozcon-...
February 24, 2025 at 4:44 PM
#Mozcon (one of the best events I've had the chance to speak) is back this year in TWO locations: London and NYC! Want to speak? In this guide, Chima Mmeje gives useful advice to do it and link to the form to pitch! Do it now 👇 moz.com/blog/mozcon-...
Reposted by Tom Capper
I wonder if we'll hear more about young female voters or young male voters.
February 23, 2025 at 10:19 PM
I wonder if we'll hear more about young female voters or young male voters.
Reposted by Tom Capper
Excited to share a new game I've been working on!
Divided We Fall is a HTML and CSS learning game where you control an adorable bouncy cube as it takes on a perilous dungeon. As you progress - your challenge is to create the levels for you to bounce across, using skills you pick up in HTML and CSS.
Divided We Fall is a HTML and CSS learning game where you control an adorable bouncy cube as it takes on a perilous dungeon. As you progress - your challenge is to create the levels for you to bounce across, using skills you pick up in HTML and CSS.
February 4, 2025 at 9:28 AM
Excited to share a new game I've been working on!
Divided We Fall is a HTML and CSS learning game where you control an adorable bouncy cube as it takes on a perilous dungeon. As you progress - your challenge is to create the levels for you to bounce across, using skills you pick up in HTML and CSS.
Divided We Fall is a HTML and CSS learning game where you control an adorable bouncy cube as it takes on a perilous dungeon. As you progress - your challenge is to create the levels for you to bounce across, using skills you pick up in HTML and CSS.
Speaking this evening (Americans: this morning) for the SEJ webinar series about our latest data on AI Overviews, who they're affecting, and who is ranking in them. I'll also cover "AI organized" and what comes next. See you there!
bit.ly/3E6ZEnO
bit.ly/3E6ZEnO
AI-Organized SERPs & Overviews: How To Win Visibility In The New Landscape Of SEO
With Tom Capper, we will dive into fresh data comparing the prevalence of AI Overviews by industry, geographic location, search intent stage and more, along with what factors correlate with appearing ...
www.searchenginejournal.com
January 15, 2025 at 1:52 PM
Speaking this evening (Americans: this morning) for the SEJ webinar series about our latest data on AI Overviews, who they're affecting, and who is ranking in them. I'll also cover "AI organized" and what comes next. See you there!
bit.ly/3E6ZEnO
bit.ly/3E6ZEnO
Reposted by Tom Capper
I'm kind of fascinated by the visibility we've lost in our data, this post has a few good ideas especially 4 and 5 that I hadn't thought of and are easy to implement / track.
5 Reasons Your Direct Traffic Can Suddenly Drop
Noticed a sudden drop in direct traffic? Discover 5 key reasons for the decline and learn how to diagnose the issue effectively to keep your analytics on track.
moz.com
January 14, 2025 at 2:01 PM
I'm kind of fascinated by the visibility we've lost in our data, this post has a few good ideas especially 4 and 5 that I hadn't thought of and are easy to implement / track.