We (well... our founder, Areej) are currently recovering from football-induced heartbreak 🇪🇬
BUT, fear not.
There’s so much happening across our community lately, and we’ve loved seeing so many of you getting involved! 💗
An extra special thank you to everyone who joined Roxana’s AMA, she shared so many brilliant insights & seeing the community come together to take part in our initiatives is what keeps us going 🫶🏽
Are you Conference ready? 🫵🏽 [Headline Sponsor: Moz]
Attending an SEO conference soon? Don't leave your experience up to chance. Whether you're traveling across the world or streaming remotely, a little preparation ensures you stay energised and focused.
Here is a quick checklist for your next event:
👟 Wear genuinely comfortable shoes (you will be on your feet more than you think).
🔌 Pack a dedicated power adapter to keep your note-taking tools alive.
💧 Keep a water bottle handy to fight venue dehydration.
💡 Focus on recording "big ideas" that map directly to your current work.
Want more expert tips from past speakers and seasoned attendees? Check out the complete guide on the Moz Blog to maximise your next event!
How do you make sure your brand stays visible as AI search evolves?
Join Diane Kulseth & Kacie Emeighfrom Siteimprove for a practical live session exploring how accessibility, SEO & AI search are becoming more connected than ever ✨
If you’re looking to future-proof your technical SEO strategy and better understand how AI discovers and interprets content, this session is for YOU 🫵🏽
Featured job role: Technical SEO Analyst [Job Sponsor: LOCOMOTIVE]
Technical SEO Analyst (USA, 90% remote)
Join LOCOMOTIVE as a Technical SEO Analyst, working with one of the industry's most technically focused SEO teams across B2B SaaS, healthcare, ecommerce, and more.
You'll own technical and on-page audits, keyword research, competitive analysis, and reporting while helping solve complex SEO challenges for a diverse client portfolio.
Ideal for someone with 2–4 years of SEO experience, strong analytical aptitude, and a genuine passion for technical SEO.
This is a US-based role that's 90% remote for detail-oriented SEOs who love digging into data, troubleshooting, and staying on top of algorithm updates.
Salary range has been shared in our Slack jobs channel.
Meet Shraddhanvita Tiwari! Shraddhanvita is an SEO strategist, content enthusiast, and digital problem-solver with 8+ years of experience helping brands grow online.
From decoding Google algorithms to crafting content that actually connects with people, she blends creativity with strategy to make the internet a little more useful (and a lot more discoverable).
When she’s not optimizing websites, she’s probably brainstorming new ideas, exploring AI tools, or telling stories inspired by everyday life.
The New Rules of AI Search [Spotlight Feature: Crystal Carter]
HUGE congratulations to WTSerCrystal Carter on the upcoming release of her first book, The New Rules of AI Search: SEO for Visibility in ChatGPT, Google Gemini and Generative Search! 🎉
If you’ve followed Crystal’s work over the past few years, you’ll know she’s been at the forefront of AI search, sharing practical research, testing & insights long before it became one of the industry’s biggest topics.
Crystal's book covers:
Practical ways to improve your visibility in AI search.
How to create content that AI tools can better understand and recommend.
Simple frameworks for measuring and improving your AI visibility.
Actionable advice you can start applying straight away, whether you’re an SEO, marketer, or business owner.
Congratulations again, Crystal on such a fantastic achievement. We can’t wait to read it! 💗
Some experiences are even better when you share them...
Whether you’re bringing a colleague, your manager, or a group of friends, our group ticket discounts make it even easier to attend WTSFest Philadelphia together 🥹
🎟️ Standard Tickets
1 ticket: $499
2 tickets: $449 each
3+ tickets: $399 each
You’ll spend the day learning together & leave with fresh ideas to bring back to your team 🫶🏽
Once Standard Tickets sell out, prices increase to $599!
Miriam Ellis is a local SEO columnist at Whitespark. She is a well established voice in local search - with over 20 years of experience in content development and local SEO consultancy.
Part 1: How Local Search Works Now
Prior to 2025, if a user didn’t like the local pack or Maps results Google showed them, all they could do was amend their search query in the hope of yielding more relevant results. But, now, your potential customers are seeing the “AI Mode” option right at the top of the organic SERPs, which opens up a new way to search for local businesses.
When Whitespark studied AI Overviews in Q1 2025, we found that they were appearing for an average of 68% of local searches – in short, Google is doing everything it can to get the public to engage with AI Mode. And it appears to be working; a Q3 2025 study by GatherUp of 1,000+ US consumers found that 48% of respondents had interacted with a conversational AI tool while looking for local business information.
If close to half of your potential customers are experimenting with AI Mode, it’s something you absolutely need to know more about, right?
What your potential customers are seeing in Google AI Mode
Once searchers enter AI Mode, they have a space to write a prompt, for example: “organic pizza near golden gate park sf”. A local search prompt like this will typically be met with information that Google has scraped from a variety of sources, accompanied by a column of source citations that Google has scraped. These results may include AI-generated summaries about businesses, and information about star ratings, review volumes, pricing, hours of operation, pulled from Google Business Profiles or other sources. The results also frequently contain further prompt suggestions.
he key thing that makes AI Mode different from traditional organic search is the potential for further refinement. If a user doesn’t see a relevant answer to their initial prompt, they can continue a conversation with AI Mode hanging onto the context of what was previously being discussed. Organic search can’t do this.
In the context of local search, this is really one of the main value propositions conversational AI offers to consumers: the ability to have a nuanced, detailed, ongoing exchange without having to keep searching afresh every time.
Plus, some elements of Google AI mode results are actionable, like the option to use the “Reserve with Google” function to book a table at a restaurant.
If all this is sounding pretty good so far, you’re getting a good sense of the opportunities for local businesses who appear for relevant prompts in Google AI Mode. But, there are problems and challenges too – in Part 2 of this series, I’ll explore these in more detail.
If you've made it this far, thank YOU!
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Howdy Reader,WTSFest Philadelphia is coming up on October 1st & we're trying something new... I know I've said "no" or didn't sign up for events, activities, just new things in general because I didn't know what to expect when I got there. Not knowing was enough of a barrier for me to skip grabbing the ticket or hitting that RSVP button all together. One of the things Areej & I try to do with WTSFest is help people understand what it will feel like before they arrive - all our past photo...
