Carolyn Shelby

I work at the intersection of SEO, AI systems, and strategic decision-making.
I write about what metrics hide and systems reveal.

[Carolyn Shelby @cshel]

I have been in England for a full day and only received one comment about Peaky Blinders

[Carolyn Shelby @cshel]

@sailrstarscream It’s a goldfish and the word is ‘snack’

[Carolyn Shelby @cshel]

Stop justifying every SEO dollar with traffic.

SEO can generate revenue.
Protect revenue.
Build shared infrastructure.
Reduce uncertainty.

Those are different economic jobs and they need different business cases.

My latest for @sejournal: https://t.co/LoERFGGYAt

[alex schultz 🏳️‍🌈 @alexschultz]

Proud SEO, never forget your roots!

#fellowship #strong #g50

[Search Engine Land @sengineland]

Most "AI optimization" wins may be technical #SEO fixes in disguise.

Before chasing new tactics, audit the debt you already have: architecture, internal links, rendering and duplication.

Here's why: https://t.co/Ho3T3wGar7

[SearchEngineJournal® @sejournal]

Google Now Reports AI Search Impressions. Here’s How To Read Them. via @cshel: https://t.co/XXR6J6vlKb

#Google #SEO

[Sitebulb @sitebulb]

Why Publishing More Content Is Making Your SEO Worse - via @sejournal & @cshel #seo https://t.co/PNdaDELoec

[Carolyn Shelby @cshel]

Nothing more fun than than settling into your seat on a 6am flight and getting a text that your next flight, the 9 hour flight that will get you home, has been cancelled and you need to go online (pray this flight has functioning internet) and try to get rebooked so you can, you know MAYBE, still get home today.

[SearchEngineJournal® @sejournal]

Why Publishing More Content Is Making Your SEO Worse. via @cshel: https://t.co/jd0WfAuQ0X

#contentmarketing #contentstrategy #SEO

[Alex Moss @alexmoss]

The SEO Update by @yoast with @cshel and I will be going live at 4pm CEST today. Quite a bit has happened this past month! We'll discuss topics including:

- @Google & @GoogleDeepMind have been busy launching lots of new features as well as sharing what's coming up in the near future during Google I/O event
- FAQ rich results are no longer being supported
- Google release updated documentation on optimising for generative AI features
- @CondeNast CEO @RogerLynch says "Plan As If Search Traffic Will Be Zero" during an interview on @TBPN
- Google expands UCP checkout to main shopping results, then also release Unified Wallet
- @WordPress 7.0 is released

See you there! https://t.co/g21wro4nRH

[Alex Moss @alexmoss]

In 30 minutes @cshel and I will be hosting this month's edition of The SEO Update by @yoast. Lots to catch up on including:

- @Google introduces TurboQuant
- @bing previews AI-related reporting in Webmaster Tools
- @Cloudflare launches @EmDashCMS, a new full-stack @typescript CMS based on Astro
- @sundarpichai says search is evolving from showing links to managing AI agents
- @AnthropicAI launches Claude Design
- @OpenAI tests AdsBot and introduces ChatGPT ad manager interface​

Tune in here: https://t.co/pnZzkqH0BZ

[Carolyn Shelby @cshel]

@DanProft try "pride and joy of the hoi polloi"

[SearchEngineJournal® @sejournal]

What Search Engines Trust Now: Authority, Freshness & First-Party Signals. via @cshel: https://t.co/5qhtcn0ozI

#SEO

[Aleyda Solis 🕊️ @aleyda]

🚨 Announcing: The #SEOFOMO x @WhitePressINT Free Meetup in Boston on June 2nd, 2026 from 6pm to 9pm - Featuring SEO and AI Search panels with 🔥 search specialists:

* @dawnieando
* @cshel
* @MordyOberstein
* Jordan Koene
* Navah Hopkins
* @marthavanberkel
* @victorpan
* @yourfavoriteseo
* @geochingu
* @localseoguide
* @ghostmou
* @dbertrand
* @simmonet
* Brandon Leibowitz
* Yours truly
* More to come!

Besides the panels there will be fun SEO quizzes, giveaways, free drinks, food, and lots of networking 🙌 Come and join us! Register now for free: https://t.co/DWTWyn381A

[Carolyn Shelby @cshel]

Dear @RegusGlobal I feel like my booking for a coworking space in Berlin today should have included a warning that the Internet is broken/unusable. 😞

[Carolyn Shelby @cshel]

If you’re still measuring visibility by traffic alone, you’re missing where the real impact happens.

I explore this in my latest piece for @sengineland :

https://t.co/ryLToyZRcX

(Also very aligned with what we’re seeing across @yoast data sets.)

[Carolyn Shelby @cshel]

The conclusion that “zero-click means websites matter less” is wrong.

Clicks are declining — by a lot. And they’re not coming back.

But influence hasn’t gone away.

It’s happening before the visit.

🧵

[Carolyn Shelby @cshel]

Answers are surfaced directly in search.

Summaries shape perception before users evaluate sources.

Decisions are often made without a traditional click.

That doesn’t reduce the importance of content.

It changes when and how it matters.

[Matt @mattcraine]

Required reading from @cshel as usual.

If SEO is rocket science, AI SEO is astrophysics https://t.co/PISfrXAmDc

[Carolyn Shelby @cshel]

SEO panic headlines: 😱
Actual story: 🤖
Google isn’t killing SEO.
AI is raising the bar.

Opening keynote at SMX Paris 🇫🇷
https://t.co/dZZiQUD7fZ
#SMXParis