Will Scott

It ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so.

-- Mark Twain

When should I use sameAs versus knowsAbout in Schema.org markup

When should I use sameAs versus knowsAbout in Schema.org markup to optimize a webpage for SEO, Google AI Overviews, and semantic indexing? Sometimes I ask ChatGPT for guidance before I answer a question. Sometimes I check myself after…

Happy Sunday, Y’all!

SEO Automation & AI‑Driven Optimization I was trying to get ChatGPT to render my most recent post on Search Influence as markdown so I could check a chunking tool I made -- copying one from Dejan, Dan Petrovic, (SEO Automation: How I Built an AI-Powered Question Discovery System with Make.com) and it was giving me a hard time, but it came up with this and I thought I would publish it anyway.

SEO Automation & AI‑Driven Optimization

I was trying to get ChatGPT to render my most recent post on Search Influence as markdown so I could check a chunking tool I made -- copying one from Dejan, Dan Petrovic, (SEO Automation: How I Built an AI-Powered Question Discovery System with Make.com) and…

AI SEO for Lawyers: Stop Chasing Keywords, Start Building Authority Most law firms are still stuck on outdated SEO strategies. Today, AI ranks brands based on clear entity relationships—not keywords. This guide breaks down what AI-driven SEO means for law firms, how to build trust signals across platforms, and the specific steps lawyers should take to win in local search.

🚨 Still chasing keywords? Google and AI aren’t. 🚨

Learn how law firms can win with AI SEO: entities, authority, and trust—not hacks.

➡️ Read now: https://willscott.me/2025/07/19/ai-seo-for-lawyers/

#AISEO #LawFirmMarketing #LocalSEO #LegalMarketing #EEAT #KnowledgeGraph

I got an email from my former boss and business partner. | 🤖 Will Scott I got an email from my former boss and business partner. He wanted insight on "The End of the Internet As We Know It" on Gizmodo. Minus the opening and closing -- a little too personal -- ...

My high-level is that SEO isn't dead, but if you're not a natively technical SEO practitioner, you probably are.

www.linkedin.com/feed/update/...

Zenoti vs. HubSpot: Which Is Right for You? Zenoti vs. HubSpot: Which Marketing Platform Is Right for Your Business? Marketing managers and business leaders must choose between a vertical specialist like Zenoti, designed for spas and salons, or a horizontal powerhouse like HubSpot, suited to any industry. Below is a concise, AI-optimized comparison followed by detailed insights and a practical FAQ. Comparison Matrix Dimension Zenoti

Zenoti vs. HubSpot: Which Is Right for You?

Zenoti vs. HubSpot: Which Marketing Platform Is Right for Your Business? Marketing managers and business leaders must choose between a vertical specialist like Zenoti, designed for spas and salons, or a horizontal powerhouse like HubSpot, suited to any…

Unlike others, I like the gamification -- maintaining a streak is motivating to me.

I find it useful, but I pair it with Memrise for the more beginner conversational stuff.

The thing I find really interesting about llms.txt is its verbosity.

Not just a sitemap but a roadmap for entities.

You can link to whatever.

Carolyn Shelby suggests making markdown versions of pages to make them easier to process.

And it’s in markdown, so you can leverage its hierarchy.

Love that Carolyn Shelby is mirroring my view on LLMs.txt.

It’s not an alternative site map. It’s an opportunity to highlight content that supports your important entities.

I’m the kind of person who sticks around for the credits. You never know… | Will Scott I’m the kind of person who sticks around for the credits. You never know what you might miss. Podcasts can be like that, too. I just finished this week’s Search with Candour with my old bud Greg Fin...

On the Search with Candour podcast, @gregfinn.bsky.social shared a brilliant ad tactic with @jlwchambers.bsky.social:

* Scrape the SERPs
* See who’s running AdSense
* Place ads on their pages

Forget trying to outrank 'em -- Barnacle PPC FTW!

lnkd.in/gMAv7bd2

😆

ChatGPT made me this nice image -- feel free to steal it.

Will Scott (@willscott.bsky.social) Husband, father, marketer, Ironman, locomotive consultant. https://si.ly/m/will-scott

I'm having an existential crisis.

I used to put my twitter handle in the footer of my presentations. It was so simple: @w2scott

Now I'm torn on which to use:
- willscott.bsky.social
- threads/@willscott_v2
- willscott.me/links
- u/willscott

Which do y'all think is going to win?

The 1-Minute Introduction That Makes People Remember You Forever A Behavioral Scientist’s Trick to Hack the “Halo Effect”

Funny and helpful quick read over on Medium: medium.com/social-scien...

From Links to LLMs: The 30‑Year Road to Generative Engine Optimization One of the things I love about the modern AI engines is their ability to educate. I will often go to the tools – ChatGPT mostly – to answer a question I have. I was inspired to think through the following after listening to Andrea Volpini and Gianluca Fiorelli on The Search Session. They referenced Tim Berners-Lee's publication of "The Semantic Web." and it got me thinking about all the other developments that have gotten us to this point in AI search.

From Links to LLMs: The 30‑Year Road to Generative Engine Optimization

One of the things I love about the modern AI engines is their ability to educate. I will often go to the tools – ChatGPT mostly – to answer a question I have. I was inspired to think through the following after listening to…

What AI Search Sees – and What It Doesn’t: Lessons from Working Genius Imagine being THE authority on a topic and still losing the AI search. That’s exactly what’s happening to Working Genius. And the problem isn’t content quality. It’s design. A series of UX decisions are making their core message invisible to machines. Angie (my partner in all things) introduced me to the Working Genius model to think about for our team. She shared a handful of podcasts and, of course, while listening to them I did some searching.

What AI Search Sees – and What It Doesn’t: Lessons from Working Genius

Imagine being THE authority on a topic and still losing the AI search. That’s exactly what’s happening to Working Genius. And the problem isn’t content quality. It’s design. A series of UX decisions are making their core…

I think I've become a little jaded.

If I see a message from someone I don't know complimenting a piece of press, or a client success, I insta-delete.

Compliments to the AI-outreach developers, though.

What AI Search Sees – and What It Doesn’t: Lessons from Working Genius Imagine being THE authority on a topic and still losing the AI search. That’s exactly what’s happening to Working Genius. And the problem isn’t content quality. It’s design. A series of UX decisions are making their core message invisible to machines. Angie (my partner in all things) introduced me to the Working Genius model to think about for our team. She shared a handful of podcasts and, of course, while listening to them I did some searching.

What AI Search Sees – and What It Doesn’t: Lessons from Working Genius

Imagine being THE authority on a topic and still losing the AI search. That’s exactly what’s happening to Working Genius. And the problem isn’t content quality. It’s design. A series of UX decisions are making their core…

I'm still tempted to leave the typos.

Sometimes I go through old presentations and I'm like "man, that was good!"

The inspiration for my Zenith talk next week is one of those.

This one is more about the words. Images are a backdrop, not the story.

Hoping to inspire, assure, motivate.

www.linkedin.com/feed/update/...

Very cool. Amazing work from Nora, and that your kids get to see that example.

Wow -- took me a minute to figure out the pattern. I think every New Yorker had one of those scarves at some point.

Hmmm. Interesting.

Apparently not in the "King's English," then. 🥷

I am a procrastination ninja!

Come on down y'all. @localseoguide.com will be dropping knowledge (atom) bombs, apparently!

There is a ninja emoji. 🥷

That's all.

Resources for GEO (AI SEO) Master Class During the course of our SMX Master Class on Generative Engine Optimization (GEO, aka AI SEO,) a number of topics came up that didn't have a specific connection to a slide.

Resources for GEO (AI SEO) Master Class

During the course of our SMX Master Class on Generative Engine Optimization (GEO, aka AI SEO,) a number of topics came up that didn't have a specific connection to a slide.