I work at the intersection of SEO, AI systems, and strategic decision-making. I write about what metrics hide and systems reveal.
Chicago
Joined March 2007
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Stop justifying every SEO dollar with traffic.
SEO can generate revenue.
Protect revenue.
Build shared infrastructure.
Reduce uncertainty.
Those are different economic jobs and they need different business cases.
My latest for @sejournal: searchenginejournal.com/the-…
🤖 Made with AI
Carolyn Shelby retweeted
Most "AI optimization" wins may be technical #SEO fixes in disguise.
Before chasing new tactics, audit the debt you already have: architecture, internal links, rendering and duplication.
Here's why: searchengineland.com/ai-visi…
Carolyn Shelby retweeted
Google Now Reports AI Search Impressions. Here’s How To Read Them. via @cshel: hubs.li/Q04rR8XB0
#Google #SEO
Carolyn Shelby retweeted
Why Publishing More Content Is Making Your SEO Worse - via @sejournal & @cshel #seo searchenginejournal.com/why-…
Nothing more fun than than settling into your seat on a 6am flight and getting a text that your next flight, the 9 hour flight that will get you home, has been cancelled and you need to go online (pray this flight has functioning internet) and try to get rebooked so you can, you know MAYBE, still get home today.
Carolyn Shelby retweeted
Why Publishing More Content Is Making Your SEO Worse. via @cshel: hubs.ly/Q04lGYnJ0
#contentmarketing #contentstrategy #SEO
Carolyn Shelby retweeted
The SEO Update by @yoast with @cshel and I will be going live at 4pm CEST today. Quite a bit has happened this past month! We'll discuss topics including:
- @Google & @GoogleDeepMind have been busy launching lots of new features as well as sharing what's coming up in the near future during Google I/O event
- FAQ rich results are no longer being supported
- Google release updated documentation on optimising for generative AI features
- @CondeNast CEO @RogerLynch says "Plan As If Search Traffic Will Be Zero" during an interview on @TBPN
- Google expands UCP checkout to main shopping results, then also release Unified Wallet
- @WordPress 7.0 is released
See you there! yoast.wistia.com/live/events…
Carolyn Shelby retweeted
In 30 minutes @cshel and I will be hosting this month's edition of The SEO Update by @yoast. Lots to catch up on including:
- @Google introduces TurboQuant
- @bing previews AI-related reporting in Webmaster Tools
- @Cloudflare launches @EmDashCMS, a new full-stack @typescript CMS based on Astro
- @sundarpichai says search is evolving from showing links to managing AI agents
- @AnthropicAI launches Claude Design
- @OpenAI tests AdsBot and introduces ChatGPT ad manager interface
Tune in here: yoast.wistia.com/live/events…
Carolyn Shelby retweeted
What Search Engines Trust Now: Authority, Freshness & First-Party Signals. via @cshel: hubs.li/Q04cJc8R0
#SEO
Carolyn Shelby retweeted
🚨 Announcing: The #SEOFOMO x @WhitePressINT Free Meetup in Boston on June 2nd, 2026 from 6pm to 9pm - Featuring SEO and AI Search panels with 🔥 search specialists:
* @dawnieando
* @cshel
* @MordyOberstein
* Jordan Koene
* Navah Hopkins
* @marthavanberkel
* @victorpan
* @yourfavoriteseo
* @geochingu
* @localseoguide
* @ghostmou
* @dbertrand
* @simmonet
* Brandon Leibowitz
* Yours truly
* More to come!
Besides the panels there will be fun SEO quizzes, giveaways, free drinks, food, and lots of networking 🙌 Come and join us! Register now for free: eventbrite.es/e/seofomo-x-wh…
Dear @RegusGlobal I feel like my booking for a coworking space in Berlin today should have included a warning that the Internet is broken/unusable. 😞
The conclusion that “zero-click means websites matter less” is wrong.
Clicks are declining — by a lot. And they’re not coming back.
But influence hasn’t gone away.
It’s happening before the visit.
🧵
Answers are surfaced directly in search.
Summaries shape perception before users evaluate sources.
Decisions are often made without a traditional click.
That doesn’t reduce the importance of content.
It changes when and how it matters.
If you’re still measuring visibility by traffic alone, you’re missing where the real impact happens.
I explore this in my latest piece for @sengineland :
searchengineland.com/zero-cl…
(Also very aligned with what we’re seeing across @yoast data sets.)
Carolyn Shelby retweeted
Required reading from @cshel as usual.
If SEO is rocket science, AI SEO is astrophysics searchengineland.com/seo-roc…
SEO panic headlines: 😱
Actual story: 🤖
Google isn’t killing SEO.
AI is raising the bar.
Opening keynote at SMX Paris 🇫🇷
risingmedia.swoogo.com/SMXPA…
#SMXParis
On Feb 24 join @AlexMoss and I for the next #SEO Update by @yoast .
We cover the latest in SEO & AI developments both good and bad.
Join us! (I think it'll be on X live, but if not, it's definitely also on LinkedIn Live) linkedin.com/posts/yoast-com…
If SEO is "rocket science", AI SEO is astrophysics.
Understanding the shift from rankings -> retrieval -> entity authority 👇
searchengineland.com/seo-roc…