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.
Follow Tom Capper: homepage & socials
- [Website](https://www.tcapper.co.uk/) - [Blog](https://moz.com/blog/author/tom-capper) - [LinkedIn](https://www.linkedin.com/in/thcapper/)
To meet more experts across GEO, AEO and agentic commerce, visit the [GEOly author hub](/blog/author).
*This profile is an editorial compilation of publicly available information, curated by the GEOly team for industry learning and reference. All links point to the expert's own public pages. Contact us for any correction or removal.*
