Bill Scully

Bill Scully is a Digital Marketing and International Search Engine Strategist at Digital Marketing Fuel, LLC, and International Web Mastery and podcast host.

[Google Search Central @googlesearchc]

Today we released the May 2026 core update. We'll update our ranking release history page when the rollout is complete: https://t.co/ZfiT6txJk5

[Bill Scully @waterguy]

@firefliesai, when Otter opens up APIs to all accounts, you'll lose considerable market share. Why? You don't have voice recognition. I'm tired of adding the same names. And it's worse for your notes mode, you don't capture the audio, and I have to remember who said what.

[Charles Floate 📈 @Charles_SEO]

https://t.co/DVhMLMRZBb

[Bill Scully @waterguy]

@mikefutia SEO

[Bill Scully @waterguy]

@ViperChill I originally had credits as part of my account but the account changed and I unknowingly lost them. Using Data4SEO now.

[Bill Scully @waterguy]

Bill Hunt and I covered how to choose between multinational and multilingual SEO. The payoff is a framework that holds up against real business constraints.
https://t.co/xvQdRdpi87

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[Bill Scully @waterguy]

hreflang implementation looks different depending on whether you go multinational or multilingual. Bill Hunt and I cover where that distinction becomes critical.
https://t.co/xvQdRdpi87

[Bill Scully @waterguy]

Picking a site structure before defining your global strategy gets this backwards. Bill Hunt and I explain why that order matters.
https://t.co/xvQdRdpi87

[Bill Scully @waterguy]

Running SEO for a brand expanding into new regions — this conversation was built for your exact situation. Bill Hunt and I get specific.
https://t.co/xvQdRdpi87

[Bill Scully @waterguy]

Three things from this conversation:
1. Strategy drives structure, not the reverse
2. Hybrid approaches are valid and often underused
3. Localization ≠ translation
https://t.co/xvQdRdpi87

[Bill Scully @waterguy]

Most teams pick multilingual because it feels simpler. It is not simpler. It is just a different set of problems that shows up later.
https://t.co/xvQdRdpi87

[Bill Scully @waterguy]

Map your compliance requirements before you decide on site structure. Legal obligations in certain markets will make the decision for you.
https://t.co/xvQdRdpi87

[Bill Scully @waterguy]

Building one site for multiple countries or multiple languages for one region — the choice is not obvious. Bill Hunt and I worked through exactly how to decide.
https://t.co/xvQdRdpi87

[Bill Scully @waterguy]

Multilingual and multiregional are not interchangeable. Choosing wrong costs you rankings and revenue in every market.
https://t.co/xvQdRdpi87

[Bill Scully @waterguy]

Bill Hunt and I covered what website migrations do to AI model memory. If you are planning a migration, the implications are real and largely unaddressed in most planning processes.
https://t.co/iEn8LeohPG

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[Bill Scully @waterguy]

AI knowledge orphaning is the term Bill Hunt and I kept coming back to. When content moves, AI models do not follow the redirect.
https://t.co/iEn8LeohPG

[Bill Scully @waterguy]

Most migration checklists are built around search engines. They were not built for what AI models learn and hold onto. That gap is a problem.
https://t.co/iEn8LeohPG

[Bill Scully @waterguy]

Running an international website and planning a migration? The risks are different for you. Bill Hunt and I get specific about why.
https://t.co/iEn8LeohPG

[Bill Scully @waterguy]

Three things worth knowing about migrations now:
1. Redirects do not update AI memory
2. Orphaned content lives on in LLMs
3. International sites face compounded risk
https://t.co/iEn8LeohPG

[Bill Scully @waterguy]

Technical execution is not enough anymore. Migrations now require governance or AI keeps repeating outdated facts about your business.
https://t.co/iEn8LeohPG