I’ve been building websites since before Google existed. Now Search Influence and I help Fortune 500 companies win in both traditional search and the new world of AI-powered results.
What makes me different? I coined “Barnacle SEO” back in 2008 (it’s now an industry standard), teach at SMX conferences, and I’ve actually lived through every major search algorithm change of the past 30 years. While others are just learning AI SEO, I’m teaching it.
Conference Speaker: SMX, Pubcon, LocalU • Awards: Inc. 5000 (8x), Biz New Orleans 500
Book AI SEO Strategy Call • See My Speaking
Who is Will Scott?
I’m the guy who’s been doing SEO since 1994—back when we had to submit sites to Yahoo by hand. I co-founded Search Influence in 2006, and we’ve been recognized on the Inc. 5000 list eight times.
Here’s what I bring to the table:
- Created “Barnacle SEO” strategy that became an industry standard
- 30 years of hands-on website optimization experience
- Teaching AI SEO strategies at premier conferences like SMX
- Built Search Influence from a 3-person team to a nationally recognized agency
- Helped thousands of businesses navigate major Google updates
The bottom line: I’ve seen every major shift in search, from directory submissions to mobile-first to AI Overviews. Each time, we’ve helped companies not just survive the change, but profit from it.
What is AI SEO?
Answer: AI SEO optimizes content for both traditional search engines and AI-powered answer systems like Google’s AI Overviews, ChatGPT, and Perplexity.
Your content either works with this shift or it gets left behind. Most websites struggle because they haven’t adapted their SEO strategy for AI search engines. Search engines now use AI tools to understand content better and serve direct answers, which means you need structured, entity-rich content that AI systems can extract and cite. This isn’t just about using AI seo tools—it’s about understanding how search intent has evolved.
What is Generative Engine Optimization (GEO)?
Answer: Generative engine optimization is my methodology for getting your expertise featured when AI engines answer questions in your industry.
It’s not just about using ChatGPT to write blog posts (please don’t do that). Real GEO means structuring content so AI search engines can extract and cite it, optimizing for answer engine results, and building topical authority that both humans and machines recognize. This approach combines traditional SEO best practices with AI-powered techniques to improve search rankings across all platforms.
What is the AI Sandwich Method?
Answer: The AI Sandwich Method combines AI efficiency with human SEO expertise to create optimized content that ranks in both traditional and AI-powered search results.
This is what actually works at Search Influence: AI seo tools help with keyword research and gap analysis, humans create the strategic expertise and unique insights, then AI assists with technical seo optimization. After working with SEO agencies for decades, the key insight remains: seo tools don’t make strategy, experience does. This method ensures content optimization while maintaining the human expertise that search engines value.
How Search Influence Implements AI SEO
Discovery and Strategy
We use AI seo tools to analyze your market and competitors, but I interpret the data based on three decades of search experience. This includes predictive keyword analysis, entity mapping, and competitive intelligence that most SEO agencies miss. Our SEO process starts with understanding search intent across traditional and AI search platforms.
Content Creation and Optimization
We create optimized content that answers real questions your customers ask. Not keyword-stuffed nonsense. Our team combines AI insights from the best ai seo tools with subject matter expertise to produce content that establishes genuine authority and improves organic traffic.
Technical SEO Implementation
Technical SEO audits, schema markup (structured data), page speed optimization, and crawl analysis. The technical seo work that makes search engines happy. We use seo software like Screaming Frog and custom automation for enterprise-scale website optimization, plus Google Search Console for performance tracking.
Authority Building Strategy
Real relationships, genuine expertise, actual value. Not link farms or guest post spam. We focus on building the kind of authority and E-E-A-T signals that survive algorithm changes and improve search engine rankings over time.
Performance Measurement and Reporting
We track what matters: revenue, leads, market share through organic search. Not just vanity metrics. This includes both traditional SEO metrics and new AI-specific KPIs like AI Overviews appearances, using actionable insights to refine our SEO strategy continuously.
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 (been using these seo tools for years)
- Screaming Frog for technical seo audits and website performance analysis
Automation and 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: We restructured 10,000+ product pages for AI extraction and implemented comprehensive entity optimization.
The client’s content was getting buried despite having excellent products. Search Influence 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: We used AI-assisted content creation with medical expert oversight across 50+ locations.
Local competitors were dominating “near me” searches for this national healthcare network. We 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: We rebuilt their content strategy around entity relationships and comprehensive topic coverage.
Their technical content wasn’t establishing thought leadership despite having great expertise. At Search Influence, we 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.
Common Questions About AI SEO
Can AI replace SEO experts?
Answer: No, because SEO strategy requires human expertise that AI powered tools cannot replicate.
I’ve been hearing “SEO is dead” predictions since 2006. Here’s the reality: 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: AI can automate many SEO tasks like keyword research and technical audits, but effective SEO strategy requires human SEO 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 best approach combines AI efficiency with human strategic thinking—what we call the future of the SEO process.
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: Create direct, authoritative answers with proper structured data markup and established expertise in your field.
Three things matter most for AI overviews: direct answers to common questions, comprehensive meta tags and schema markup so AI understands your content, and demonstrated seo expertise in your industry. We track AI overview appearances like traditional search rankings and use Google search data to optimize accordingly. This requires both technical SEO knowledge and understanding of how AI search engines process information.
Is AI content effective for SEO?
Answer: AI generated content works well when combined with human SEO expertise and proper content optimization.
Generic AI content? Yeah, it’s pretty bad for organic traffic. But AI-assisted content created by people who understand SEO best practices? That can work really well for search results. The trick is using AI as a research assistant while ensuring human oversight for content strategy. Search engines and customers can spot purely AI generated content, but they respond well to optimized content that combines AI efficiency with human expertise.
How do you measure ROI from AI SEO?
Answer: We track traditional organic search metrics plus new AI-specific KPIs like answer engine citations and search visibility improvements.
Enterprise clients typically see 15x ROI within 12 months through increased website search traffic and reduced content creation costs. We measure everything from organic traffic and search engine rankings to AI overviews appearances, using comprehensive keyword data and Google Search Console insights. Custom dashboards connect these SEO efforts to actual business impact, providing actionable insights that guide ongoing content strategy.
How does Barnacle SEO work in the AI era?
Answer: Barnacle SEO now includes optimizing for AI-powered platforms and search engines where your audience searches for answers.
The core concept—attaching your content to high-authority platforms—now extends to AI systems. Instead of just optimizing for Google Maps or industry directories, we optimize for inclusion in AI overviews, ChatGPT responses, and other AI search engines where your customers find information. This strategy helps improve search traffic across both traditional organic search results and new AI-powered interfaces.
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. We ensure 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: We 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: We train your team and provide 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
I’ve been doing SEO since most people had never heard the term. I’ve 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 we 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 I co-founded Search Influence in 2006. Since then:
- Inc. 5000 recognition for 8 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
We’re based in New Orleans, but we work with clients nationwide. Our focus: measurable results, not vanity metrics.
Learn more about our track record: searchinfluence.com
