Mike King and Tom Capper: August 2024 SEO Expert AMA Panel

Google antitrust ruling, the undervalued importance of impressions, AI Overviews—and more

This year has been a BIG year for search marketers and content marketing pros—lots of twists and turns, many expected and not-so-unexpected changes.

Join Mike King, founder and CEO of iPullRank, and Tom Capper, head of the Search Science team at Moz, for this live AMA style webinar.

Top takeaways from this session

Watch the session to get all the good stuff, but here are some key takeaways from the panel:

1. Keep your curiosity: Building authority in the SEO space, whether it’s for your career or for your site, requires continuous learning and testing to find what works best for your niche.

2. AI Overviews should be something that’s still on your radar—even if their launch felt premature: You can optimize for them, but should you? Mike and Tom debate. AI Overviews were rolled out, then rolled back, and the panelists discussed what it could look like in the future if it’s monetized.

3. Impressions tend to be an undervalued metric by SEOs—but you should pay attention to them. With less clicks being sent to top ranking pages, it’s all about getting that visibility. Think about earning impressions and brand visibility in the same way you would the concept of billboards.

Watch the full webinar

Supplemental resources

There were quite a few resources highlighted in this session. Take a look:

• How Will Google’s Antitrust Ruling Affect You? By Dr. Peter J. Meyers at Moz

• Dr. Marie Haynes August 5, 2024, X/Twitter thread on the topic of the Google antitrust ruling

• GEO: Generative Engine Optimization by Pranjal Aggarwal, Vishvak Murahari, Tanmay Rajpurohit, Ashwin Kalyan, Karthik R Narasimhan, and Ameet Deshpande

• PDF of the GEO: Generative Engine Optimization study

• How To Optimize for AI Overviews (SGE) by Garrett Sussman of iPullRank

• Google’s Overview of SGE

• 4 Insights From the Google Leak with Tom Capper

• SEO In Crisis? Moz Search Scientist Tom Capper Warns Of Challenges Ahead by Matt G. Southern

• The Search Pilot Newsletter and the Zippy SEO newsletter, both of which share the latest SEO experiment results and research

• Plagiarism Engine: Google’s Content-Swiping AI Could Break the Internet by Avram Piltch

• Vector Embeddings is All You Need: SEO Use Cases for Vectorizing the Web with Screaming Frog by Mike King

• iPullRank’s Orbitwise tool

• SEO Split Testing the Factors Revealed by the Google Algorithm Leak with Will Critchlow, Michael King, and Garrett Sussman

About the experts:

Mike King

Mike King is an acclaimed international speaker covering SEO, content strategy, and the impact of generative AI. Innovating and elevating, he's the Founder & CEO of the performance marketing agency iPullRank. Mike consults with companies all over the world, including brands like SAP, American Express, and HSBC. He delivers cutting-edge strategies and deliverables to a laundry list of promising eCommerce, publisher, and financial services organizations. He's about to shatter everything you thought you knew about how modern search engines work with the launch of his debut book, The Science of SEO.

Follow Mike on LinkedIn or Twitter/X.

Tom Capper

Tom heads up the Search Science team at Moz, working on Moz's next generation of tools, insights, and products.

Follow Tom on LinkedIn or Twitter/X.