Senior Search Scientist @Moz and @getstat. Distilled alum. Follow for digital marketing insights, unfollow British politics. Mainly on Bluesky.
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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.
axios.com/2024/11/05/ai-trai… by @sarafischer via @axios
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Population density helps a lot with that in the UK at least. And even people coming to Brighton or a London event from Germany for example could realistically consider an international train or £50 budget airline.
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I imagine this is another case of "technically correct" - Google is using something correlated with that, but not that exactly. See also siteAuthority vs. Domain Authority 😅
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Having a loyal audience isn't necessarily the same as having a big demand for your brand - afaik they were never getting a big ratio of branded traffic relative to their overall SEO profile.
I didn't look at individual sites but their DA:BA ratio is huge.
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Wrote a bit about this in the post but there's no silver bullet. Old school marketing and PR.
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Yeah, it's the kind of thing I'd do if I was Google, tbh.
(Maybe not turn up the dial so high, maybe not leave it 6 months before revisiting, but...)
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1st party in my case. But you can't really talk about links or search volume using only Google data.
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The biggest pieces are assessing what Google considers to be your branded terms, then measuring demand over time for those terms.
moz.com/learn/seo/brand-auth…
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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: moz.com/blog/helpful-content…
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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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Oh, and obviously, I took a look at how the losers from the last two HCU/combined updates faired in the most recent one, too.
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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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