Page Updated: December 7, 2025 Original Publication: February 25, 2023
Will Scott has been optimizing websites since before Google existed. He coined “Barnacle SEO” in 2008—now an industry-standard SEO strategy taught in courses worldwide. Today, as the instructor of the SMX Masterclass on Generative Engine Optimization (GEO), he helps businesses figure out how to show up when ChatGPT, Google AI Overviews, and Perplexity answer questions about their industry.
What makes Will Scott different? He coined “Barnacle SEO” back in 2008 (it’s now an industry standard), teaches at SMX conferences, and he’s actually lived through every major search algorithm change of the past 30 years. While others are just learning AI SEO, he’s teaching it.
Conference Speaker: SMX, Pubcon, LocalU | Awards: Inc. 500/5000 (9x), Biz New Orleans 500
Book AI SEO Strategy Call | See Will’s Speaking
What Is AI SEO?
AI SEO is the practice of optimizing content for both traditional search engines and AI-powered answer systems like Google’s AI Overviews, ChatGPT, Perplexity, and Claude.
Here’s the thing: traditional search isn’t going anywhere anytime soon. But AI is changing how search engines process, understand, and surface content. The fundamentals still apply—they just need to be adapted.
The shift looks like this:
- Then: Optimize for keyword matching and search rankings
- Now: Optimize for entity understanding and AI citations
- Then: Focus on Google search results
- Now: Focus on search results and AI-generated answers
- Then: What Google thinks about you
- Now: What AI believes about you
AI-powered search engines use natural language processing to understand search intent differently than traditional keyword matching. SEO specialists and SEO professionals need to adapt their SEO strategy accordingly.
Who Is Will Scott?
Will Scott has been building websites since 1994—before Google existed. He’s navigated every major algorithm update over three decades, from the early days of meta tags through Panda, Penguin, and now AI Overviews.
He founded Search Influence in 2006 with his wife Angie. The agency has appeared on the Inc. 500/5000 list of fastest-growing companies nine times.
Industry Contributions:
- Coined “Barnacle SEO” (2008) – The SEO strategy of attaching your brand to high-authority platforms. It’s now an industry-standard approach taught in SEO courses worldwide.
- SMX Masterclass Instructor – Will teaches Generative Engine Optimization (GEO) at Search Marketing Expo
- Helped thousands of businesses navigate Google search algorithm updates over three decades
Current Focus:
- CEO & Co-Founder, Search Influence (digital marketing consultant since 2006)
- Instructor, SMX Masterclass on Generative Engine Optimization (GEO)
- Active researcher and speaker on AI search visibility
- Builder of AI SEO tools and automation workflows
Speaking & Teaching:
- SMX Advanced (Boston)
- Pubcon
- Stanford CME InnovateEd
- UPCEA conferences
- Industry webinars and podcasts
What Is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the methodology for getting your expertise featured when AI search engines answer questions in your industry. It combines traditional SEO fundamentals with AI-specific content optimization techniques.
GEO differs from traditional SEO in key ways:
| Traditional SEO | GEO |
|---|---|
| Keyword research & density | Entity relationships |
| Backlink quantity | Source authority & AI partnerships |
| SERP rankings | AI citations & mentions |
| Click-through rates | Brand accuracy in AI responses |
The core principle: AI search engines don’t just match keywords—they use natural language processing to build understanding. Your content needs to help AI models accurately comprehend what your brand does, who it serves, and why it matters.
What Is the AI Sandwich Method?
Will Scott’s approach combines AI tools with human SEO expertise. He calls it the AI Sandwich Method:
Layer 1 – AI-Powered Discovery:
- AI tools handle keyword research, competitive analysis, and gap identification
- Technical SEO audits surface issues at scale
- Machine learning identifies content optimization opportunities
Layer 2 – Human Strategy & Expertise:
- SEO specialists provide strategic direction and brand alignment
- Expert judgment on priorities and positioning
- Quality control and editorial oversight
Layer 3 – AI-Assisted Implementation:
- AI tools assist with content optimization and drafting
- Automation handles repetitive SEO tasks
- Human review ensures accuracy and brand voice
The result: the speed of AI with the judgment of experienced SEO professionals.
How Search Influence Implements AI SEO
Discovery & SEO Strategy
Entity audits, competitive analysis, and AI visibility assessments to understand how AI search engines currently perceive your brand. This includes reviewing Google Search Console data and analyzing search intent patterns.
Content Creation & Optimization
AI-assisted content workflows with human editorial oversight. The goal: create optimized content that AI can easily understand and cite accurately. This means content optimization for both search engines and AI answer systems.
Technical SEO
Crawlability optimization, schema markup, structured data, and site architecture improvements. Technical SEO audits are critical—AI search engines are way less patient than traditional crawlers. If they can’t see your content, you can’t optimize webpages for AI discovery.
Authority Building & E-E-A-T
Strategic presence on high-authority platforms (the Barnacle SEO approach), structured data implementation, and entity optimization for AI understanding. E-E-A-T (Experience, Expertise, Authoritativeness, Trust) signals matter more than ever for AI SEO—AI models weight source credibility heavily.
Performance Measurement
AI citation tracking, brand accuracy monitoring, and competitive visibility analysis using AI SEO tools. All tracking data is imperfect—the question isn’t “is this accurate?” but “how wrong is it?” Pick your SEO tools, track consistently, and look for trends up and to the right to improve search visibility.
Enterprise AI SEO Technology Stack
Here are the AI SEO tools that actually move the needle for SEO professionals:
Content Intelligence Platforms:
- ChatGPT (properly prompted for content creation, not vanilla output)
- Claude for complex keyword analysis and research
- Perplexity for competitive intelligence and search traffic insights
SEO Optimization Suite:
- Surfer SEO (Search Influence has been using these SEO tools for years)
- Screaming Frog for technical SEO audits and website performance analysis
- Keyword research tools for data-driven content strategy
Automation & Analysis:
- Custom Python scripts for various SEO tasks at enterprise scale
- Google Search Console integration for search visibility tracking
- Various APIs for data integration and natural language processing
The key insight: AI tools enhance SEO expertise, they don’t replace the strategic thinking that SEO specialists bring to complex SEO efforts.
Proven Results from Enterprise Clients
How did a Fortune 500 tech company achieve 150% organic growth with AI SEO?
Answer: Search Influence restructured 10,000+ product pages for AI extraction and implemented comprehensive entity optimization.
The client’s content was getting buried despite having excellent products. The team rebuilt their information architecture, cleaned up schema markup, and optimized around key industry entities. Result: 150% jump in organic traffic, $2.3M in tracked revenue, and they started showing up in most AI Overview results for their core products.
How did Search Influence help a healthcare network dominate local AI results?
Answer: AI-assisted content creation with medical expert oversight across 50+ locations, plus comprehensive local SEO optimization.
Local competitors were dominating “near me” searches for this national healthcare network. Search Influence used AI to create location-specific content but had their medical team review everything for accuracy and compliance. The outcome: 45% boost in appointment bookings plus dominant presence in local AI results.
How did a B2B software company triple demo requests through AI SEO?
Answer: Search Influence rebuilt their content strategy around entity relationships and comprehensive topic coverage.
Their technical content wasn’t establishing thought leadership despite having great expertise. The team created topic clusters connected with strategic internal linking and optimized for entity recognition. The result: demo requests tripled and they grabbed #1 rankings for main competitive keywords in organic search results.
Common Questions About AI SEO
What is AI SEO?
Answer: AI SEO is the practice of optimizing your digital presence so that AI-powered search engines—like ChatGPT, Google AI Overviews, Perplexity, and Claude—can accurately understand, reference, and recommend your brand. It builds on traditional SEO fundamentals while adding strategies specific to how large language models process and cite information from search results.
What is an AI SEO expert?
Answer: An AI SEO expert is an SEO specialist who focuses on optimizing content for both traditional search engines and AI-powered answer systems. They understand how AI models use natural language processing to interpret search intent, what makes content citable by AI, and how to build entity authority that translates into AI visibility. It’s not a replacement for traditional SEO expertise—it’s an evolution of it.
Can AI replace SEO experts?
Answer: No. This is one of the most common misconceptions. AI changes what SEO specialists do, not whether they’re needed.
The SEO landscape is getting more complex, not simpler. You need an SEO consultant who understands both traditional ranking factors and how AI search works. AI SEO enhances what SEO teams do at Search Influence, but strategic decisions, creative problem-solving, and relationship building with other SEO professionals stay human. Manual SEO work still requires the kind of expertise that comes from years in the SEO world.
Can SEO be done by AI?
Answer: Partially. AI tools excel at keyword research, competitive analysis, technical SEO audits, content gap identification, and first-draft content creation. But humans remain essential for SEO strategy, brand voice, quality control, and the judgment calls that require industry expertise.
AI generated content and automated optimization can handle repetitive tasks, but understanding search intent, building authority, and navigating the complex SEO game requires human insight. The AI Sandwich Method combines both—AI handles the heavy lifting while SEO professionals provide strategic direction and quality oversight.
Is there any AI tool for SEO?
Answer: Yes, there are numerous AI SEO tools for different aspects of search optimization, from content creation to keyword data analysis.
The market includes everything from basic keyword research tools to sophisticated platforms that can generate content outlines and provide real time SEO scoring. However, not all AI tools are created equal. The best AI SEO tools integrate with existing SEO software and complement human expertise rather than trying to replace it.
How much does an SEO expert cost?
Answer: SEO consultant fees vary widely based on expertise level, from $15K strategy projects to $30K monthly for enterprise SEO teams.
As a digital marketing consultant with 30 years of experience, Search Influence handles everything from strategy sessions to full-service management. The real question isn’t cost—it’s ROI. What’s the value of better search rankings when your competitors are dominating organic search results while you’re trying to figure out the SEO game on your own?
How do I show up in AI Overviews?
Answer: Focus on the fundamentals: crawlability, content quality, structured data, and entity clarity.
AI Overviews pull from sources Google search already trusts. Strong traditional SEO performance correlates highly with AI Overview citations. Add FAQ sections, clear definitions, and concise answers to common questions. Schema markup and proper meta tags help AI search engines understand your content structure.
Is AI-generated content effective for SEO?
Answer: The question isn’t human vs. AI—it’s quality vs. garbage.
AI generated content with proper QA and human editorial oversight often outperforms low-quality freelance content. The key is brand alignment, factual accuracy, and quality gates. Google’s guidance focuses on content quality regardless of how it was created—optimized content is optimized content. Search engines and customers can spot purely AI generated content, but they respond well to keyword rich content that combines AI efficiency with human expertise.
How do I measure AI SEO ROI?
Answer: Track three things: (1) Does AI accurately describe your brand when asked? (2) Are you cited in AI responses for relevant queries? (3) Is your search visibility improving over time?
Combine this with traditional metrics like organic traffic, organic search performance, conversions, and revenue attribution. Enterprise clients typically see 15x ROI within 12 months through increased website search traffic and reduced content creation costs. Custom dashboards connect these SEO efforts to actual business impact, providing actionable insights that guide ongoing content strategy.
What is Barnacle SEO?
Answer: Barnacle SEO is an SEO strategy Will Scott coined in 2008 that involves attaching your brand presence to high-authority platforms that already rank well in search results.
Instead of only building your own site’s authority, you leverage established platforms (industry directories, review sites, social platforms) to gain visibility. It’s now taught in SEO courses worldwide and remains highly relevant for AI search—AI search engines often cite authoritative third-party sources. This strategy helps improve search traffic across both traditional organic search results and new AI-powered interfaces.
What is the AI Sandwich Method?
Answer: The AI Sandwich Method is Will Scott’s framework for combining AI tools with human SEO expertise to create articles and optimized content that ranks in both traditional and AI-powered search results.
Layer 1: AI handles keyword research, competitive analysis, and gap identification. Layer 2: SEO specialists provide strategic direction, brand alignment, and quality control. Layer 3: AI assists with content optimization while humans review for accuracy. The result is the speed of AI with the judgment of experienced SEO professionals.
What’s the difference between AI SEO and traditional SEO?
Answer: Traditional SEO focuses on keyword research, keyword analysis, backlink building, and search rankings. AI SEO adds a layer focused on entity relationships, source authority, AI citations, and brand accuracy in AI-generated responses.
The fundamentals of traditional SEO still apply—AI SEO builds on top of them, not instead of them. Both require strong technical SEO foundations. SEO agencies that understand both traditional ranking factors and AI-specific SEO best practices are better positioned to help clients succeed.
How do I hire an AI SEO consultant?
Answer: Look for an SEO specialist with demonstrated expertise in both traditional SEO and AI-specific optimization.
They should understand entity optimization, schema markup, and how LLMs process content. Ask about their experience with GEO, their SEO strategy methodology, and how they measure success. Conference speaking credentials and published thought leadership are good indicators of genuine SEO expertise. The best SEO agencies combine AI insights with decades of hands-on website optimization experience.
What’s the first thing to do for GEO?
Answer: Three steps to start your GEO journey:
- Fix crawlability and site speed – AI search engines can’t cite what they can’t see. Review Google Search Console for crawl errors and website performance issues.
- Rethink keywords as entities – Move beyond keyword research to concept relationship mapping
- Structure content for AI ingestion – Clear headings, FAQ sections, schema markup, and concise definitions help with content optimization
How do you govern AI content at enterprise scale?
Answer: Through quality control systems, SEO best practices, and compliance frameworks that protect reputation while scaling website optimization.
Enterprise AI SEO includes comprehensive governance: AI content verification processes, brand safety monitoring, regulatory compliance checks for specific industries, and integration with existing systems like Google Business Profiles management. Search Influence ensures content quality and technical SEO standards without sacrificing scale, using structured data and proper meta tags throughout the SEO process to maintain search visibility across all platforms.
Enterprise AI SEO Services & Investment
Strategy Consulting
AI SEO Audit & Strategy: Comprehensive analysis of your current position plus 90-day action plan. Search Influence provides competitive analysis, AI readiness assessment, and ROI projections.
Executive Briefings: Get your leadership team up to speed on AI search implications for your industry, including competitive threats and opportunities.
Implementation Services
Done-With-You Programs: Search Influence trains your team and provides ongoing guidance as you implement AI SEO strategies within your organization.
Done-For-You Management: The Search Influence team handles everything while you focus on running your business. Full-service AI SEO with dedicated account management.
Training & Speaking
Team Training: Custom workshops for your marketing and content teams on AI SEO implementation and governance.
Conference Speaking: Available for industry events and corporate presentations on AI search trends and strategies.
Investment Range: Search Influence handles everything from $15K strategy projects to $30K/month enterprise partnerships. But here’s a better question: what happens to your business while competitors are grabbing all the AI search traffic?
The Bottom Line
Will Scott has been doing SEO since most people had never heard the term. He’s helped companies navigate every major search algorithm change, from the early days of PageRank to mobile-first indexing to AI Overviews.
The fundamentals haven’t changed: create genuinely helpful content, build real authority, provide excellent user experiences. What’s changed is how to execute these fundamentals in an AI-powered world.
If you want someone who’s actually lived through the evolution of search (not just read about it), let’s talk.
Contact us today: sales@searchinfluence.com | (504) 208-3900
About Search Influence
Angie and Will co-founded Search Influence in 2006. Since then:
- Inc. 500/5000 recognition for 9 consecutive years
- Inc. Magazine Hire Power Award winner
- Grown from 3 people to a nationally recognized team
- Helped hundreds of companies dominate their markets through search
Search Influence is based in New Orleans, but works with clients nationwide. The focus: measurable results, not vanity metrics.
Learn more about our track record: searchinfluence.com
Will Scott is the CEO of Search Influence and creator of the “Barnacle SEO” strategy. He has been working in search marketing since 1994, teaches the SMX Masterclass on Generative Engine Optimization, and speaks regularly at industry conferences including SMX Advanced and Pubcon.
