Content and Conversation: Organic Growth Insights from Siege Media Could This Could Replace Domain Authority? w/ Dr. Pete
Mar 25, 2025
Dr. Pete Meyers, a Marketing Scientist at Moz specializing in SEO, discusses the dynamic nature of search marketing and the shift from domain authority to brand authority. He dives into the rise of AI in SEO tools and how Moz is updating its strategies to keep pace. The conversation explores the challenges of measuring brand authority and the impact of brand recognition on search trends, illustrated through examples such as NVIDIA and OpenAI. Pete also highlights the evolving landscape of online engagement and the future of tracking Google's updates.
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Challenges in Tracking AI Overviews
- AI overviews in SERPs vary widely by query and niche.
- Reliable tracking of AI presence emerged only recently due to technical changes.
Brand Authority vs Domain Authority
- Brand Authority reflects real-world brand presence beyond just links.
- It provides a faster moving signal that complements the slower Domain Authority metric.
Product Names Drive More Searches
- Product and sub-brand search volume often surpasses generic brand or head terms.
- Users search for specific products rather than general brand categories.