Tom Capper is Director of Search Product Strategy at STAT & Moz, where he leads work on the data, research, and insights behind the companies’ SEO and GEO products and metrics. His role connects product, engineering, and leadership, translating search research into tools, features, and strategic direction.
Known for an analytical, data-heavy approach, Capper focuses on search trends, ranking factors, technical SEO, crawl budget, Core Web Vitals, page experience, links, brand signals, and the development of SEO metrics. He has written about search data since 2013 and regularly shares research through the Moz Blog, Whiteboard Friday, industry publications, media commentary, and conference presentations.
Before joining Moz in 2021, Capper worked as a freelance consultant and spent seven years at Distilled, where he led the London Consulting team. His consulting work covered areas ranging from technical SEO to mergers and acquisitions.
His conference sessions include “Brands, SEO and the Helpful Content Update,” reflecting his interest in how brand strength, search quality systems, and major Google updates affect organic visibility. Outside SEO, he is a runner, hiker, gamer, cook, current-affairs follower, car enthusiast, and home brewer, and earlier in his career worked as a late-shift cook at Little Chef Popham.
