Bill Scully is a Digital Marketing and International Search Engine Strategist at Digital Marketing Fuel, LLC, and International Web Mastery and podcast host.
Tolland, CT
Joined May 2008
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Big night in NYC. I'm honored to be a presenter at the US Search Awards, celebrating top work across our field. Congrats, finalists. And thank you to the organizers for having me. #USSearchAwards
Oh my god, have you ever tried to use the Facebook help chat? This reminds me of a 2020 chatbot where you spend hours going around in circles, getting nothing done.
Bill Hunt and I covered his three-gate model of selective indexing. The payoff is a clearer way to diagnose why technically sound pages still disappear.
internationalwebmastery.com/…
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Information gain is the third gate in the selective indexing model. If your page does not add something distinct, it does not get kept.
internationalwebmastery.com/…
You can not assume clean technical SEO guarantees indexing. Bill Hunt and I covered why that assumption has not held for a while now.
internationalwebmastery.com/…
Content managers publishing at volume - this one is specifically for you. More pages does not mean more indexed pages anymore.
internationalwebmastery.com/…
Three gates determine selective indexing now:
1. Crawl capacity
2. Crawl demand
3. Information gain
Miss any one and the content does not stay.
internationalwebmastery.com/…
Getting crawled and staying indexed are two different problems. Most SEO teams are only solving one of them.
internationalwebmastery.com/…
Something shifted in the conversation when Bill Hunt and I got to crawl demand. Did not expect it to reframe the other two gates the way it did.
internationalwebmastery.com/…
Audit for information gain before your next content sprint. That signal now determines whether pages stay indexed or get dropped.
internationalwebmastery.com/…
Technical SEO used to be enough to stay indexed. That assumption has a gap in it now. Bill Hunt and I worked through what actually determines whether your content gets kept.
internationalwebmastery.com/…
Article 50 of the EU AI Act, requires labeling content as AI-generated, but it's not as scary as I thought. Full breakdown.
billscully.substack.com/p/th…
Crawlability is no longer your bottleneck. Getting indexed, refreshed, and cited is.
internationalwebmastery.com/…
Bill Scully retweeted
Crawlable ≠ indexed. Indexed ≠ staying indexed.
This episode breaks down the 3-gate SEO model: crawl capacity, crawl demand, and information gain.
If your page vanished tomorrow, would anyone—or any machine—miss it?
#SEO #AISearch #ContentStrategy
buff.ly/MCVSGxg
OMG have you ever tried to use Facebook support via their forced AI chat? It is so lame and practically worthless. I had to go back to Google and use Gemini.
Bill Hunt and I covered what Google I/O 2026 structurally changes about search. The payoff is a 5-pillar playbook to realign your team.
internationalwebmastery.com/…
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Implicit eligibility gates are the new threshold. If your site does not clear them, retrieval does not happen. Full stop.
internationalwebmastery.com/…
Optimizing for clicks made sense when Google sent traffic. That assumption no longer holds after Google I/O 2026.
internationalwebmastery.com/…
If you manage SEO for a product team, Google I/O 2026 announcements affect your roadmap directly. Bill Hunt and I break it down.
internationalwebmastery.com/…