Local SEO is changing. In the AI era, your website and Google Business Profile are no longer enough. You also need outside evidence that real people know, trust, and talk about your business.

Got to chat with Jordan Koene on Voices of Search about building scrappy SEO tools without a big engineering team. Biggest takeaway: start with a real problem, use AI to accelerate your thinking, and test fast. The GBP Reviews Sentiment Analyzer started as exactly that

New episode of The Search Session with Gianluca Fiorelli is up. We covered Ask Maps accuracy, reviews as LLM signals, rage/dead clicks and what they mean for rankings, and why the job doesn’t end at the click 🔗⬇️

New episode of The Search Session with Gianluca Fiorelli is up. We covered Ask Maps accuracy, reviews as LLM signals, rage/dead clicks and what they mean for rankings, and why the job doesn’t end at the click 🔗⬇️

According to January 2026 data from Bluefish, reported by ADWEEK, YouTube appears in 16% of LLM answers compared to 10% for Reddit. And according to that same analysis, YouTube is cited roughly 200x more than any other video platform in AI search results

The data sources SEOs have relied on are changing. Platforms are fragmenting. Old measurement frameworks are breaking down. The practitioners coming out ahead aren’t waiting for tools to catch up. They’re building what they need.

so excited for the SEOFOMO meetup in Boston this year! we’re going to have some great panels, giveaways, and food 🤩

The branded queries table in our social + search report is there for a reason 🧵

Google's Ask Maps about this place features pull sentiment from reviews and use it as a trust signal before someone even decides to click

got to chat with Sean Barber about what happens after the click: SXO, local SEO + AI search, TikTok as a search signal, and why behavior data belongs in your content strategy full episode 👇

BadAsh Bakes hadn’t even done their grand opening yet. The owner had been documenting the process of opening her bakery on her personal TikTok. One video hit 940K views.

shared a little bit about my approach to qualitative data and its importance on substack yesterday serpology.substack.com/p/your-quali...

One of the worst things you can do for AI search visibility? Destroying your SEO performance with shiny new AI search tactics that are ultimately dangerous for SEO - and by extension - AI search. (1/2) open.substack.com/pub/lilyrayn...

"From March 13, 2026 through March 28, 2026, your five-hour usage is doubled during off-peak hours (outside 8 AM-2 PM ET / 5-11 AM PT / 12-6 PM GMT) on weekdays). Usage remains unchanged from 8 AM-2 PM ET / 5-11 AM PT / 12-6 PM GMT on weekdays." yay

TikTok is starting to feel a lot like Reddit did before every marketer tried to sell on there and killed community trust. A thread 🧵

TikTok is starting to feel a lot like Reddit did before every marketer tried to sell on there and killed community trust. A thread 🧵

Your audience is already telling you what content to create. Catherine Kim built a custom GPT for this. Feed it reviews, get a full content strategy table back. Tested it on Erewhon vs Whole Foods and it even pivoted to show Erewhon content opps against WF weaknesses!

another great LA SEO meetup! Eric Wu led a great office hours session about the future of SEO/AEO, testing, and automation. thank you everyone for showing up! and special shoutout to Jordan Koene and Previsible for sponsoring and making this all possible 🤩

An Adobe Express study of just over 800 consumers found that nearly 1 in 2 Americans have used TikTok as a search engine. Among Gen Z that number jumps to 65%. Among millennials, 55%.

community means everything to me. the best ideas, the “aha” moments, the ability to help others, it all traces back to a conversation with someone. that’s why I started the LA SEO Meetup and the next one is this thursday. come through!

TikTok has a conversational AI assistant called Tako, that lives inside TikTok and answers user questions by pulling from TikTok videos AND external web sources. I used one of the prompts suggested to me: "What are the steps and methods for setting fitness goals and plans?"

The clicks you earn in an AI search world are more qualified. Users who click are deeper in their decision process. That means your on-site experience has to carry more weight, not less

74% of consumers only trust reviews from the last 3 months according to @brightlocal’s 2026 Local Consumer Review. If you do local SEO, that number should change how you’re analyzing review data. I built a free Chrome extension for this and just shipped v3. Here’s what’s new

Excited to be featured in @sengineland’s latest piece on vibe coding for SEO! 💻 It’s a smart read on how SEOs are using AI to build faster, test better, and stay creative

over the weekend, moltbook blew up. folks were calling it the start of AGI. bots self-organizing, talking about privacy, forming identities… so i set one up.

sharing my chrome extension!sentiment analysis is only going to become a more important part of data analysis as Al search continues to grow. easily pull the last 30ish days of data from your reviews or your competitors to compare and contract

Love seeing this update from Microsoft Clarity 👏 They just rolled out an AI Visibility / Bot Activity dashboard, and it’s one of the more useful additions I’ve seen lately for SEOs trying to make sense of AI search. 🧵👇

More and more users land on your site as the last step, not the first. They’re ready to act. But what do we do? ❌ Pop-ups 🪵 Buried CTAs 🧱 Walls of text ❓ Confusing layouts And we wonder why conversions don’t budge

✨ Surreal moment: I just published my first blog post for Moz! ✨ When I was learning SEO, their blog was my go-to. To now have my name on it feels so full circle 🥹 I wrote about Search Experience Optimization (SXO): SEO + UX 💙 moz.com/blog/search-...

tiktok shouldn’t be considered just “social” anymore to SEOs. the platform is rewarding location-based reviews and focused on local discovery. treat TikTok like real-time customer language + intent data you can feed into your site, FAQs, and GBP

I've been seeing a lot on "chunking" for LLMs recently, and I wanted to give my take. Why are we acting like chunking is some new LLM hack? Isn't it just good content hygiene, anyway?

We've done some tests on recency bias but not like this, love this post and how they're testing and theorizing on updating posts and how different models bias one way or the other, also loved the small updates to test.

In 2026 you need to help your clients drive leads through additional channels: - Long & Short form videos on YouTube, IG, FB, TikTok - Social media marketing - Reddit/Quora engagement - AI SEO - Digital PR - and I’m sorry, but you might have to start offering PPC (especially Local Services Ads).

In 2026, your local SEO agency MUST diversify. @joyhawkins.bsky.social showed this chart in a recent livestream we did together in December. It reflects a steady decline in clicks-to-call from Google Business Profiles over the last 2 years.

vote for the next la seo meetup date! www.celesteseo.com/la-seo-meetup

anyone else not have the ability to add q&as on gbp? checked listings from different industries and from different accounts, but it’s not available for me anymore. is deprecation happening to make way for the new AI features? @rustybrick.com ?

Just launched GBP Reviews Sentiment Analyzer v2.0 – here’s what’s new: 🧠 Smarter sentiment detection 📊 New review velocity insights 📝 At-a-glance sentiment summary 📅 Now analyzes 30 days (not just 10 reviews!) 📥 Full CSV export w/ dashboard data

i had some fun on tiktok earlier lol

All of you talking breathlessly about GEO and then telling me your big tactic is to create better, more detailed content and cloaked AI-bot-only pages are making me pray for an asteroid that much harder.

And you know what? Most businesses have awful contact pages. They add NAP info, embed a contact form, and call it a day. MAJOR FAIL. So here’s another Local SEO tip you NEED to know: give your contact page the same level of care and attention as an enterprise location landing page.

Just dropped a guide + walkthrough on how to automate Microsoft Clarity reporting using MCP + Cursor. Save hours each month, get clean MoM insights, and scale reports across sites 👩🏻‍💻🤖

TikTok’s Local Explorer Program shows they’re not just a social app anymore, they’re building for local discovery too. 🧵Here’s why that matters for local SEO (and what to do about it):

In this episode of Real Talk With Sean, I’m joined by the fantastic Celeste Gonzalez, Garrett Sussman, Serge Nguele and Ryan Jones for an honest look at what’s actually changing in SEO and digital marketing and what the landscape might look like by summer 2026. www.youtube.com/watch?v=yp8R...

🎉 The #SEOFOMO newsletter has just reached the 40,000 subscribers 🙌 This is a huge milestone that makes me super proud... A reflection and thankful thoughts : www.linkedin.com/posts/aleyda...

Your brand reputation isn't built on stars alone. It's built on tone & that tone shows up everywhere! In reviews, content, & how people talk about you online It shapes trust, conversions, rankings, and even how LLMs interpret your brand. Here’s why it matters more than ever👇

You’re not just competing on star ratings. You’re competing on tone. The language in reviews impacts LLM summaries, SEO rankings, and conversions. Sentiment is the hidden edge—track it. Use it. https://serpology.substack.com/p/why-sentiment-matters-more-than-ever

saw this on twitter and had to share here

LA SEO Meetup was a success! Super grateful for Jordan Koene and Jerry Smith for speaking. Thank you all who attended 💖

Don’t miss Jordan Koene & Jerry Smith at this week's LA SEO Meetup, which is officially part of #LATechWeek! 🌟 Join us for an evening focused on a candid conversation about AI and search. 📆Thursday, Oct 16 5:30-8:30 PM Chloe's At Golden Road Brewing

📍Local SEOs, if you’re not paying attention to TikTok’s Local Explorer Program, it’s time to start. TikTok has been building local discovery features, and this program shows the platform is serious about local search