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.

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.

Excellent data via Tom Capper 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

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.)

If you're heading to brightonSEO tomorrow, our SEO & Data Manager Aaron James is speaking at the GreenSEO event about carbon emissions measurement when auditing - brightonseo.com/activities/gre… #BrightonSEO

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 Tom Capper!

Did you get a chance to see Tom Capper's data-packed talk on search intent and the organic funnel in 2024 brightonSEO? Get the deck -> getstat.com/bright24 And be sure to catch Tom at the STAT booth on Friday, 10:40am - 11:10am.

🎙 Tom Capper, 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 👉 bit.ly/4dZUFma #digitalmarketing #SEO #searchintent #webinar

Google HCU: What Can You Do? — Whiteboard Friday - moz.com/blog/hcu-what-… from Tom Capper

Went to a gig last night, wanted to look up the supporting acts and ohhhhhh Google

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!

Leaving SFO and the google summit on the redeye with very mixed emotions (a thread)

This is what happens when you have an ageing population - with more people requiring more pensions and more healthcare paid for by fewer workers

Oh, and Tom Capper's excellent research on Brand Authority Probably the most cited articles on the conference circuit ATM moz.com/blog/helpful-c…

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 👇

Including an analysis of the untypical DA profile of training sets created specifically for LLMs.

Final webinar of the year with three of the best SEOs Tom Capper Amanda Natividad and Dr. Pete Meyers Commentary style, no holds, no-frills conversation What's not to love? moz.com/webinars/seo-h…

Today!