Latest posts by Will Melton (see all)
- AI SEO Guide: How to Build an Unrivaled Content Library That Wins at AI Search - September 4, 2025
- Don’t Throw Out the Baby With the Bathwater — Why SEO Still Matters in the Age of AI SEO and Generative Engine Optimization (GEO) - September 3, 2025
- The Alphabet Soup of SEO: What AEO, AIO, GEO, and AISEO Mean for Your Strategy - August 23, 2025

AI SEO Guide: How to Build an Unrivaled Content Library That Wins at AI Search
September 4, 2025
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Will Melton
AI-driven search is rewriting the rules of content marketing. Gone are the days when simply ranking on page one for a few high-volume keywords was enough. Today, generative AI search engines like Google’s SGE and ChatGPT are answering users’ questions directly – and citing the sources they trust. If your brand isn’t the one being quoted, you might as well…

Don’t Throw Out the Baby With the Bathwater — Why SEO Still Matters in the Age of AI SEO and Generative Engine Optimization (GEO)
September 3, 2025
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Will Melton
The “Baby With the Bathwater” Moment “SEO is dead! Long live AI!” If you’ve heard this lately, you’re not alone. There’s a rush of hype suggesting we should toss out everything we know about SEO just because generative AI is shaking up search. It’s a classic “don’t throw out the baby with the bathwater” situation – people are ready to…
The Alphabet Soup of SEO: What AEO, AIO, GEO, and AISEO Mean for Your Strategy
August 23, 2025
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Will Melton
What’s up with digital marketing experts and all of their acronyms? If you’ve been in the SEO game for a while, you know the constant scramble to label and redefine what we’re already doing: optimizing content so people (and now, AI-driven platforms) can actually find it. Sure, the tools and technologies have evolved—ChatGPT, Perplexity, AI summaries on Google—but the core…

What It’s Like When Your Business Ranks at the Top of AI Search Results
August 17, 2025
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Will Melton
A year ago, we weren’t generating organic leads from our website. Today, most days bring at least one—often several—inquiries from companies that already see us as the experts. They don’t need convincing. They’ve seen our name cited in AI answers, recommended as the authority, and when they arrive on our site, they’re ready to buy. That’s what it’s like when…

Xponent21’s AI SEO Case Study — Engineering the Top Spot in AI Search
August 9, 2025
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Will Melton
In mid-2024, our agency Xponent21 faced a surprising kind of identity crisis. We had pulled off something big – launching Richmond Water, a sustainable hydration brand that became a local sensation. The project got press coverage and community buzz; Richmond Water was a growing brand on social media, at events, and with partners throughout the community. Yet the team behind…

[Portfolio] AMSOIL / Factory Direct Oil
July 31, 2025
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Will Melton
We partnered with Factory Direct Oil—an official AMSOIL affiliate—to deliver a custom WordPress website built to boost organic search visibility, drive sales, attract fleet and wholesale customers, and support future content growth. With UX tailored to different vehicle types, SEO-focused infrastructure, and seamless affiliate integration, the new site offers a cleaner, faster, and more strategic experience. Early results show a 370% increase in impressions—positioning the site as a powerful launchpad for long-term digital growth.…

Unlocking the Secrets of AI Search: How to See What ChatGPT Searches for Your Prompt
June 28, 2025
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Will Melton
As AI-driven search becomes central to how people discover and trust information, understanding how large language models (LLMs) like ChatGPT think—and more importantly, how they search—is now a true competitive edge. A new, brilliantly simple tool created by Ziggy Shtrosberg, a search engine optimization professional and Senior Technical SEO Analyst at 26PMX, gives us an unprecedented look into this hidden…

7 Steps to Reclaim Your Traffic with an Informed AI SEO Strategy
June 28, 2025
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Will Melton
Have you noticed a drop in your website’s organic traffic or a dip in the performance of your paid search campaigns? You’re not alone, and the good news is that a strategic, up-to-date SEO plan can turn things around. In today’s AI-driven search landscape, simply tweaking a few keywords isn’t enough – you need a comprehensive approach that addresses technical…

Google’s AI Overviews Surpass 50% of Queries, Doubling Since August 2024
June 15, 2025
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Will Melton
The search landscape just shifted—again—and we captured the play-by-play on our latest Xponent21 Podcast episode. Minutes after Advanced Web Ranking confirmed that Google’s AI Overviews now surface in more than half of all queries, we hit record to unpack what this means for visibility, trust, and revenue. That conversation—now live wherever you get your podcasts—lays the groundwork for the analysis…

First-Mover Advantage in AI SEO: The Key to Dominating Generative Search
June 15, 2025
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Will Melton
The search landscape is undergoing its most dramatic shift in decades. Generative AI now sits atop many Google results pages, answering queries directly and reshaping how brands gain visibility online. For forward-thinking companies, this upheaval presents a rare opportunity: those who move first to optimize for AI-driven search can secure dominant visibility that latecomers will find hard to unseat. Xponent21…
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Recent Posts
AI SEO Guide: How to Build an Unrivaled Content Library That Wins at AI Search
September 4, 2025
Don’t Throw Out the Baby With the Bathwater — Why SEO Still Matters in the Age of AI SEO and Generative Engine Optimization (GEO)
September 3, 2025
The Alphabet Soup of SEO: What AEO, AIO, GEO, and AISEO Mean for Your Strategy
August 23, 2025
Timing Is Everything: How Human Energy Cycles Drive Digital Behavior (and AI SEO Results)
August 19, 2025
What It’s Like When Your Business Ranks at the Top of AI Search Results
August 17, 2025
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