Part of GEOly's "GEO / AEO Expert Watch" series — meet Tom Capper, a quick map of their public work and where to follow them, with links to the original sources.
Who is Tom Capper
Head of Search Science at Moz and STAT, Tom is known for rigorous SERP and ranking-factor analysis and for turning messy data into clear conclusions. His recent work digs into AI Overviews, the 'Great Decoupling' of informational traffic, and what search data can — and can't — tell us about AI visibility.
These experts focus on making AI visibility measurable and accountable to the business — moving from vanity metrics to citations, mentions, answer share and conversion. Their recurring focus areas include: Moz research, SERP analysis, AI Overviews.
What GEO / AEO practitioners can learn from Tom Capper
- Rankings are no longer the finish line: in a zero-click, AI-answer world, being cited/recommended is closer to real influence than position alone.
- Define new KPIs: citation counts, share of mentions, answer share, AI-attributed conversions — you can only optimize what you can quantify.
- Tie it to the business: connect AI visibility to revenue, leads and branded search to justify sustained investment.
GEOly angle: Research angle: what SERP data can and cannot tell us about AI visibility.
What it means for brands going global
For global-facing brands, stand up an "AI visibility dashboard" early: track citations and mentions on core questions, benchmark competitors, and try to tie it to store conversions. GEOly’s brand GEO audits are built around exactly this measurable frame.
Want to see how your own brand shows up across ChatGPT, Perplexity and Google's AI answers — and how you stack up against competitors? That is exactly what GEOly's brand GEO audit measures: citations, share of mentions and answer share, tracked over time.
Follow Tom Capper
Meet more experts across GEO, AEO and agentic commerce in the GEOly author hub.
