Why optimizing for LLMs still starts with SEO, authority, and accessible content There’s a claim circulating right now that presents itself as confident and contrarian: You can’t optimize for AI visibility. That statement is, at best, imprecise. Not because it is completely wrong, but because it collapses several very different failure modes into a single, ... Read more

Originally published on CSHEL Search Strategies. Read the full article here: AI Visibility is a Systems Problem, Not a Growth Hack.

How It’s Reshaping SEO, Hosting, and the Digital Publishing Ecosystem This article was originally published in Search Engine Land in August 2025. The structural pressures described here have only intensified, as AI-driven discovery, zero-click experiences, and changing attribution models continue reshaping the economics of digital publishing. For (dangerously) close to three decades, a large portion ... Read more

Originally published on CSHEL Search Strategies. Read the full article here: The Implosion of the Blogging-for-Dollars Revenue Model.

An interview on brand authority, narrative discipline, and visibility in the age of AI This interview was originally published in Italian as part of SEO Confidential, a weekly column by Roberto Serra exploring how search, AI, and digital strategy are evolving. Below is the English version of that conversation, republished with permission. Q: In recent ... Read more

Originally published on CSHEL Search Strategies. Read the full article here: On AI, SEO, and Why Shortcuts Don’t Age Well.

“Letting AI drive your SEO strategy is like letting a GPS decide your vacation. It’ll get you somewhere, just maybe not where you wanted.” That’s the line Search Engine Journal used to preface the published version of this article — and while it’s a clever summary, it’s not exactly the metaphor I originally wrote. My ... Read more

Originally published on CSHEL Search Strategies. Read the full article here: AI as Your Marketing Co-Pilot: How to Effectively Leverage LLMs in SEO & Content.

Originally published July 9, 2025, in Search Engine Land. This is the unedited version of my article, which may differ slightly from the version edited by SEJ’s editorial team. In it, I push back on comparisons between llms.txt and the outdated meta keywords tag — a narrative that’s not just misleading but risks undermining a ... Read more

Originally published on CSHEL Search Strategies. Read the full article here: No, llms.txt is not the “New Meta Keywords”.