Today, at its MozCon 2024 conference, Moz announced a number of AI-driven features and product updates. The announcements focused on modernizing tools to address the changing needs of SEO professionals.
Ethan Hays, Moz’s General Manager, admits that “the search landscape has seen more turbulence in the past year than at almost any time in Moz’s 20-year history. Our goal is to help our customers meet it head on.”
Modern tools for the future of SEO
Moz showcased a revamped version of STAT, its enterprise SERP tracking solution, and several usability improvements to the Moz Pro interface.
Willow Mack, Moz Enterprise SVP, People Operations and Transformation, explains in an interview with Search Engine Journal:
“When we were looking at our user interfaces, we wanted to be very thoughtful about what we’re doing and not just make it prettier. This is not just to make things look better, but to increase usability.”
Mack emphasized that the goal is to make products more future-proof and enable users to get knowledge faster and more efficiently.
“Our goal is to reduce the time and effort it takes to become an expert in the tool,” she added.
Moz AI
The company introduced Moz AI, a set of tools designed to streamline workflows and improve enterprise-level data. Moz AI is a collection of three features built into Moz Pro:
- Search targeting in keyword suggestions
- Domain search theme
- Domain keyword topics in the domain summary
Moz is focused on “Augmented Intelligence” – using AI to enable and enhance human intelligence and knowledge rather than replace it.
The new search intent feature in Keyword Explorer uses a two-layer process with an ML classification model and a rule-based model to help understand where a searcher is in their journey and how to target content effectively .
The Domain Summary Tool now includes Domain Search Topic, which uses linguistic patterns in a site’s Google ranking to provide a dynamically generated sense of how Google views the site, and Domain Keyword Topics, which rank a site’s keywords in up to five topics in no time. competitive knowledge.
“We’re looking at AI taking a thoughtful approach to it. We’re learning what this will look like for us in the industry and for SEOs,” explained Mack.
She continues:
“When we look at the AI features inside Moz Pro, our goal is to reduce the time it takes to get to knowledge and enable people to turn back time, essentially. Get insights faster and spend their workday more efficiently.”
Accessible and affordable data
Moz announced the launch of new Moz API plans, making enterprise-quality data more accessible and affordable. Starting at $5 per month, customers can now access an expanded set of Beta endpoints.
“We’re very excited to be able to come to market with an affordable API plan because we know that data is at the heart of what we do.” Mack said.
She continues:
“We have businesses right now that are using our Links API to power their tools, and so we have use cases already in play right now, and we’re seeing people doing really cool things with our data through the API .”
20 years Moz
As Moz celebrates its 20th anniversary, we asked Mack what he believes is the company’s most significant contribution to SEO.
“The thing that resonates most with me is the commitment to community and education, and that’s at the core of what Moz has always done,” she said.
Mack emphasized that Moz’s product development has been inspired by feedback from SEO professionals.
She adds:
“Our product roadmap and vision is very much informed by our customer base, so much so that the entire STAT user rewrite or user interface rewrite has been driven by our customer feedback, and we’ve done the same with Pro .”
She notes that MozCon is another example of the company’s community-building efforts:
“MozCon is a great example of that… it’s really about bringing SEO professionals together and bringing this community together. I think for me, providing this safe space to come and learn every year is one of the most outstanding things that Moz has done is create a space to come and learn from each other.”
Ethics and risks of AI
Moz takes the ethical challenges of AI, and in particular large language models, seriously. The company is mindful of the explosion of AI-driven content and being responsible citizens of both the Internet and the Google ecosystem.
Moz aims to help SEOs create useful, impactful content that serves searchers and meets them along their journey, while being aware of Google’s evolving policies around AI-generated content and the potential risks of scaled content abuse.
MozCon 2024
MozCon 2024, currently underway, will feature live demonstrations of these product enhancements. Attendees will experience new features and interact with Moz experts.
In summary
As Moz marks its 20th anniversary, it continues to focus on providing SEO professionals with advanced tools, educational resources, and community support to navigate the ever-changing search environment. The company’s goal with AI is to make SEOs more effective and impactful.
Mack summarized:
“The main message for us is that we know that SEO and the industry is always evolving, right? Moz is a pioneer in this space and continues to evolve with the industry, and we are committed to community education and best-in-class tools.”
Featured image: Taken by author, June 2024.
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Image Source : www.searchenginejournal.com
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