№ 13 · Builders & Specialists
Cyrus Shepard
Founder of Zyppy
Proved internal linking was worth arguing about.
Cyrus Shepard ran SEO at Moz during its most influential period and now runs Zyppy, a consultancy and toolset aimed at content-heavy WordPress sites. His work is consistently data-first.
Dossier
- Role
- Founder of Zyppy
- Known for
- Internal linking research
- Active since
- 2011
- Based
- United States
- Organisation
- Zyppy
- Disciplines
- Technical SEOInternal LinkingWordPressData Studies
- Notable work
- ZyppyMoz
Internal links, measured
Internal linking was treated as housekeeping for years. Shepard's studies — correlating link counts, anchor-text variation and placement against ranking movement across large site samples — moved it into the category of things teams actively engineer.
Title tags and other unglamorous variables
He has published similar work on title-tag rewriting by Google, canonical handling and anchor-text diversity. The throughline is testing widely-held beliefs against actual data rather than repeating them.