SEO by day | DJ by night
New York City
Joined April 2009
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Big announcement! After 16 years in SEO, today I'm launching something I've been building toward for a long time. 🥳
Introducing Algorythmic: my new SEO and AI search consultancy.
For the past decade+, I've led award-winning SEO teams at agencies. I've spoken at ~100 conferences. I've spent thousands of hours analyzing Google algorithm updates, studying E-E-A-T, and more recently, figuring out how brands can show up well in AI-driven search.
Now I'm channeling all of that into something of my own.
Through Algorythmic, I'll be selectively working with brands 1:1 on SEO consulting, AI search optimization (AEO/GEO), E-E-A-T strategy, content quality audits, Google Discover, algorithm update recovery, hourly training, and more.
I'm also excited to announce that as part of this launch, I will be continuing my role as VP of SEO & AI Search at Amsive, where I still oversee an incredible team of 30+ SEO experts (who won "Best Enterprise SEO Team" in 2025, according to the Search Engine Land awards!).
Algorythmic will allow me to take on solo projects that are a strong personal fit for my skills and experience.
Check out the comments for the link to my new site.
BTW, if you're curious about the name Algorythmic: it's a mashup of "algorithm" and "rhythm." If you know me, you know those are the two things that have defined my entire life (especially 'rhythm'). The full origin story (involving a fictional SEO-themed deli my Amsive team created in 2019) is on the blog - link also in comments.
I'm being very intentional about the work I take on through Algorythmic. If you think we'd be a good fit, I'd love to hear from you. Check out the new site and get in touch!
“John said that people will eventually use [listicles] "in a particularly bad way and then at some point the systems catch them" and all that effort will be thrown out.”
John literally described what I call “the cycle of SEO” in this video 😅
Google's John Mueller interviewed by David iwanow on AI spam, is SEO dead, Search Console features and more
seroundtable.com/john-muelle…
Wonder what they are doing (or planning to do) with articles tagged as “listicles” 👀👀
Great research @5eg!
After KScorer, on to Intent Brain: how Google choose answer formats and sources.
20 broad intents. 86 Orbit page categories: tutorials, forums, reviews, comparisons…
Plus a look at "LISTICLE", cc @lilyraynyc 😉
think.resoneo.com/search-int…
I find it interesting how much of Google's messaging over the past two years has revolved around its "search query growth rate."
(You know, like how every follow-up message in AI Mode can count as another search query 🙄)
But where are the metrics showing that search is actually getting better?
Where's the evidence that AI-generated answers are more accurate and trustworthy than what was there before?
How do we know users are genuinely having a better search experience now with AI, beyond vague claims that "users really like it"?
Do more search queries inherently mean users are having a better experience? What if they're searching more because AI Overviews or AI Mode didn't give them what they needed in the first place?
(Like when navigational searches generate AIOs that point to every URL except the one you're actually looking for, or AI citations that point to URLs that don't contain the information that corresponds to their position in the AI answer)
And what about whether the creators and publishers whose content powers these answers are being treated fairly?
It seems like Google is laser-focused on proving that its AI products are winning the race for users and search volume, while sidestepping these other, existentially important questions.
Despite how many times we ask.
On today’s earnings call, we shared that our YoY Search query growth rate was the highest it’s been in the last five years. Our AI investments are driving increased usage and overall query growth, including commercial queries.
We also shared that we’re now beginning to scale ads in AI Mode to more countries and launching multi-turn ads in the U.S. As always, our approach is deliberate, prioritizing the user experience and engagement first. This approach is what gives us a strong, durable foundation for the future.
Huge thank you to the Googlers building this next era of Search!
You mean users don’t like ads infiltrating their “seamless” conversations with AI?
I’m shocked 😱🙄
Google's @PhilippSchi said ads in AI Mode earn less than traditional search ads
seroundtable.com/google-ai-m…
So spooky!! 😱
This reminds me that we never threw that SEO-themed Halloween costume party yet (it was an idea for years!)
Oh wow, that’s big news.
AI visibility tools are facing their own version of tracking issues. @Semrush just emailed customers yesterday that Copilot visibility tracking will be discontinued as of 11/9 based on how Microsoft is preventing the tracking of Copilot data. I wonder when other platforms will inform customers.
Watching people throw away the personal brand they spent years building because they decided to offload all social engagement to AI automations and their followers are unamused.
“If Alphabet closes more than 9.77% lower on Thursday, it would be its worst post-earnings reaction ever. The company went public in 2004.” 👀👀
cnbc.com/amp/2026/10/29/alph…
From Google's Q3 earnings call:
"Search has strong momentum. Our AI investments are driving increased usage in overall query growth, including commercial queries. Our YOY query growth rate is the highest its been in the last 5 years."
Me: Yep, Google has creative ways to drive more query usage. Like having @lilyraynyc search 15 times to find something she used to find via one query (as she shared about yesterday) :)
Here's the clip from the earnings call:
youtube.com/watch?v=X9mmCagx…
If you’re only counting citations you might be missing the bigger picture 😉
Another self-promotional listicle spotted in the wild completely backfiring.
> Shiftflow writes a self-promotional listicle and positions themselves first
> Google AI Overviews cites the listicle as the first source, but ends up recommending a competitor instead
> Feels bad, man
@lilyraynyc
Some takeaways from the Alphabet 2026 Q3 Earnings Call:
- Gemini Carbon announced (new frontier model)
- You can now build apps (using MCP) that can be used directly inside Google Search and Gemini. (h/t @mariehaynes )
- One seamless experience across AI Overviews & AI Mode
- AI Mode creates more monetization surfaces over tie
- CTR is similar between sponsored and organic results in AI Mode
- Scaling high-quality ads in AI Mode
- Announcing the expansion of ads in AI Mode internationally
- 50B+ visual searches per month (Lens)
- Trust and security matter more than ever
- Bringing agentic features to search & Gemini
- UCP is being rapidly adopted by retailers (Nike, Chewy, Tapestry)
- Unlock agentic capabilities that act on behalf of consumer
- Launched Universal Cart to mirror how people actually act
youtube.com/watch?v=X9mmCagx
And at least 50% of them talk about “the real shift,” “the part most people miss” and how “being cited and mentioned are two different things”
Making UGC public is “good” for the platforms to drive organic/AI visibility, but mostly bad for their users who didn’t opt into this in the first place, and it will inevitably be spammed to oblivion.
Discord has announced a major update to index public server messages and summaries on search engines like Google, with the goal of making helpful information in public communities easier to find.
The rollout begins on November 16, 2026, with public Server Web Pages containing AI-generated discussion summaries. By mid-December 2026, individual word-for-word chat messages from participating public channels will start appearing directly in Google search results.
What is included (and what is safe)
• Eligible Servers Only: This change only impacts large, public Discoverable Servers (servers listed in Discord's directory that have been active for at least 8 weeks and have at least 1,000 members).
• Completely Private: Your private servers, Direct Messages (DMs), group DMs, and age-restricted or private channels will remain completely hidden and will not be indexed.
• Anonymized Data: Indexed messages will not display usernames or profile avatars next to them.
• No Past Logs: The search engine index will only look at future messages posted after the December rollout—your historical logs will not surface.
How to Opt Out
The feature is automatically enabled by default for users in most regions (except for the EU, UK, Canada, Brazil, Australia, and South Korea, where it is off by default to adhere to local privacy regulations).
If you want to ensure your messages never appear on Google, you can manually disable it:
• For Individual Users: Open Discord and go to User Settings > Data and Privacy > toggle off "Show my message content from discoverable channels on web pages" (or similar wording depending on your app version).
• For Server Administrators: If you run a public server, you can manage or completely disable web exposure for specific channels by navigating to Server Settings > Web Presence.
Now just like with Reddit, I wonder when the GEO spammers are going to hit Discord.
@lilyraynyc @NickLeRoy @glenngabe
@Allen_Taylor
#discord #AIvisibility
Probably spent $100K on all of it too with some of the tools out there right now 😂
Because Google AI Overviews also can't get internationalization right, this even affects Google's own pages.
Here I am trying to learn more about Google's creator profiles - searching from the US - and it links to me to the Australia verison of the page 🤣
