Do LLMs just “use Google”? I wanted a real answer, so I ran an experiment at RicketyRoo. What I found: some models pulled in content from pages that weren’t even indexed in Google.

lol had to share this here

a really good sandwich could heal me. i unfortunately cannot have one until the night of oct 25th and i’m not sure if i will want or get one then 😭

🚨 I have some pretty big news for you all! Next year, #brightonSEO and #HeroConf in San Diego is moving into the San Diego Convention Center. Yep - that Convention Center. Home of Comic-Con.

📢 Excited to speak at Back to School for Digital Agencies! On Sept 24, I’ll join the panel Local Search in 2025: AI Overviews, Zero-Click & What Agencies Must Do Now.

Excited to be speaking at @brightonseo.com San Diego on Sept 23! Topic: SXO → with fewer clicks, every one has to count. I’ll share how to use behavior data to turn visits into action

just sipping my tea (actually an iced shaken espresso) and not responding to the “SEO is dead” bros

I see a lot of people making lofty claims about what works in AI search (or not), but I don't see a lot of actual evidence. (🧵)

what does chatgpt and Big Hero Six have in common? watch the video to hear how i explain how chatgpt works to friends and family shoutout to @jamram33.bsky.social for encouraging me to record this analogy

@melissapopp.com is crushing her local seo for good talk!

hope to see you all at @brightonseo.com san diego !! looking forward to seeing all my friends again, making new ones, and talking about search experience optimization

had a fun time on Local Marketing Beat!! covered a lot, like: ✨ why younger generations turn to TikTok + IG for search ✨ how instant gratification is shaping the customer journey ✨ why oversharing details online isn’t “extra,” it’s essential ✨etc link⬇️

soft launching the new branding lol thank you tiktok and linkedin for the idea yourfavoriteseo.com

first LA SEO meetup was last night! so nice getting to talk to everyone. the next one will be in october 🎃 stay tuned

Without this audience research, SEO campaigns are at risk of looking like a list of keywords with rankings attached. With audience research, SEO becomes a growth strategy that drives real business impact.

Keywords are just the surface. What really moves the needle is knowing who's searching and why. When you do this, correctly anyway, you unlock: - The problems they're trying to solve. - The channels they're actually hanging out on. - The language they use.

TOMORROW! Join me, Matt Casady, and Chris Barnard for the very first LA SEO meetup! 🤩💖 6:00pm West Covina Haven City Market

❌ No, it doesn't change the core of what you should be doing. Focus on the user, value creation, long-term bets, don't pay for tricks and hacks 🤠

AI Mode rolling out in UK today. To quote @methode.bsky.social from #searchcentral talking about AI Search: 🗨️ "Simply use normal SEO practices. You don't need GEO, LLMO or anything else."

💡 I made a $7 Surfer SEO Workbook for Shopify with: ✅ Prompts ✅ Examples ✅ Space to draft your copy ✅ Keyword tips that actually make sense Perfect for collection pages, product descriptions, and more — no guesswork required. 🙌🏽 #ShopifySEO #SurferSEO #SimpleAndSmartSEO

Next week is the first LA SEO Meetup! Join me, Matt Casady, and Chris Barnard at Haven City Market in West Covina at 6pm! I’ll be bringing the pink microphone to make some more TikToks like this one and the others I did at I/O 🌸💗🎀

This isn't your usual local SEO shindig. I'm teaming up with @brightlocal.com raising real money for real causes. I'm in, flying the flag for @hrc.org. Come learn and walk away from my session with content repurposing tactics you can use on Google Maps to TikTok and more. Get your free ticket below!

watching war of the worlds and wow this movie is so bad it’s good. this is why i always believe the opposite of rotten tomatoes

was going to post my latest tiktok and LOVE the recommendation to put my location as “Gettin Faded” for a work from home video

working on brightonseo slides

get your brightonseo san diego tickets🎟️ asap! ticket prices will increase on july 31st! you can use this link for 10% off ti.to/roughagendau...

Your product pages might actually be COSTING you traffic. And conversions. Let’s fix that. 🧵

tuesday the 19th!!! not monday, sorry about that

Join me, Matt Casady, and Chris Barnard on August 19th at Haven City Market West Covina for our first LA SEO meetup! 🗓️ Monday, August 19 🕕 6:00–9:00pm 📍 Haven City Market, West Covina

Speaking at BrightonSEO San Diego! 🎤 Talking SXO: With fewer clicks, every one has to count. I’ll show how to use behavior data to turn visits into action.

@mordyoberstein.bsky.social said: “LLMs aren’t trying to understand ‘a thing,’ they are trying to understand and then synthesize ALL of the things.” That really stuck with me.

Everyone's obsessing over keywords and rankings. Here's what they're missing: creative content is what gets clicked, shared, and remembered. You can have perfect SEO, but if your content's boring? Good luck.

My brother-in-law is fond of saying, "It's a time of indulgence" whenever we're, well, indulging a bit too much in a combination of foods that are more than slightly unhealthy. It's a holiday (or a Tuesday)... If you're in marketing right now: It's a time of adjustment #marketing

So Apple is considering partnering with Perplexity, which would replace Google as its default search engine. Google receives ~half of its mobile traffic from iOS. Yet the only news / Top Stories I’m finding about this on Google is from AI slop spam sites (and Yahoo of course). Make it make sense.

This Thursday at 12PM PT, I’m joining the amazing Dayana Collazos Ibarra for a live panel with Graphy Inc. to talk about something that’s long overdue: why SEO can’t exist in a silo anymore. It’s not just about Google. People search everywhere, from TikTok, to Instagram, to YouTube, and Reddit

We ran an accordion UX test to see how structure impacts behavior. Just removed a click. Results: •Fewer quick backs •+14.7% scroll depth •More CTA clicks •Rankings improved too (though not the goal)

sharing the pics from I/O!!

Free ticket entry form closes tomorrow at 12PT! Come see me talk @brightonseo.com about Search Experience Optimization!! us.brightonseo.com/freetickets

Been posting some SEO takeaways from Google I/O on TikTok 👀 (more coming) Not a video-watcher or TikTok scroller? I got you. 📝 Pulled the insights into a tidy post: ✅ What SEOs are hyped about ✅ What we’re side-eyeing from Google ricketyroo.com/blog/google-...

it’s time for the SEO chat

idk everyone’s bluesky handles, but some of the SEOs have met up!! @thekraken.bsky.social @rustybrick.com

giannis at I/O?!!!!

Rolling out Gemini in Chrome this week for subscribers in the US #GoogleIO

AI mode for shopping. New virtual try on feature to see how will these styles look on you #GoogleIO

Google announced Search Live, it’s like a video call with search #GoogleIO

Google Lens will give you AIOs #GoogleIO

Complex analysis and data visualization in AI mode coming this summer #GoogleIO

Personal context for AI mode to launch this summer and you can toggle it on and off

AI mode to make responses more helpful with personalized suggestions based on search history