iiinova — where your digital self keeps evolving

Shelley Walsh @shelleywalsh.bsky.social · 18/09/2026

An epic night of top-talent-talks and off-the-record conversations. Search Me! Leeds got off to a bang with in-depth conversations and party atmosphere. The beer, pizza, talk and after party drinks flowed. Don't miss the next one

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Shelley Walsh @shelleywalsh.bsky.social · 07/07/2026

I've only gone and started a live event : 0 The aim is to help you be a little bit better at search after a few hours of good conversations and inspire you to keep riding that wild horse of SEO. Come along for the free pizza and stay for the insights.

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Shelley Walsh @shelleywalsh.bsky.social · 02/07/2026

Evergreen content strategy has collapsed. Breaking news and Discover are carrying the weight for publishers, but for how long? I spoke to Harry Clarkson-Bennett, until recently SEO Director at The Telegraph to talk about who's still standing in five years.

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Shelley Walsh @shelleywalsh.bsky.social · 27/06/2026

Saddened to hear about Bruce Clay. I spoke to him for Pioneers a few years ago about how he helped to found the industry. My favourite story was about five of the founding SEOs sitting around a table and a meteor strike RIP #bruceclay www.youtube.com/watch?v=EAxf...

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Bruce Clay SEO Pioneers (The History of SEO)

YouTube video by Shelley Walsh

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Shelley Walsh @shelleywalsh.bsky.social · 11/06/2026

SEO 2026 requires a shift from a mindset of keyword, rank and measure, to a process of understanding how your brand is being represented within machines and LLMs. And it’s reputation and not ranking that counts. I spoke to Duane Forrester on IMHO 👇

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Shelley Walsh @shelleywalsh.bsky.social · 16/04/2026

Machine-first architecture means if you're not building your website for AI agents before you build it for humans, you're already behind. I spoke to Slobodan Manic about optimizing websites for AI agents

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Shelley Walsh @shelleywalsh.bsky.social · 26/03/2026

Most SEO failures aren't technical, they're structural. Ash Nallawalla explains why visibility is now a governance problem, not a marketing one. And why if LLMs stops recommending your brand, your dashboards probably won't tell you. New IMHO out now

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Shelley Walsh @shelleywalsh.bsky.social · 05/03/2026

Google Discover now drives more traffic than Search for most publishers. Clara Soteras thinks brands should be paying attention. I spoke to @clarasoteras.com on IMHO about how brands can break into Discover and why AI content gets 100 views vs 12,000 for human-written.

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Shelley Walsh @shelleywalsh.bsky.social · 19/02/2026

As SEOs, we are used to being adaptable to changing algorithms, so LLM optimization should be a simple extension of that process. Shouldn't it? I spoke with Grant Simmons on the latest IMHO

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Shelley Walsh @shelleywalsh.bsky.social · 11/12/2025

AI Agents are coming for you and they're about to reshape SEO! Watch this end-of-year special to understand the impact of Agentic SEO. Marie Haynes talks about the major shift already underway and what the rise of Agents will mean for SEO, content strategy, and the future of work.

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Shelley Walsh @shelleywalsh.bsky.social · 25/11/2025

In the latest IMHO, Patrick Stox gave me a surprising admission of what is working right now for LLM inclusion. He also talked to me about why Google isn't done or going anywhere and where he would invest if he launched a startup. Watch now, link in comments...

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Shelley Walsh @shelleywalsh.bsky.social · 09/10/2025

1% of a trillion is ten billion. AI traffic is a bigger market than you think and is the future of Search. Like it or not. The latest episode of IMHO asked principal SEO at Yoast and 30-year veteran Carolyn Shelby, Is AI Search overhyped?

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Shelley Walsh @shelleywalsh.bsky.social · 18/09/2025

(some) SEOs are over focused on AI & LLMs to the point they are missing the point. Forget what we call it, what matters is attracting attention through search behavior. “Human behavior is the constant; experiences evolve.” Watch the latest IMHO now

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Shelley Walsh @shelleywalsh.bsky.social · 14/08/2025

AI's biggest threat to SEO isn't what you think. I spoke to SEO Pioneer Duane Forrester to discuss the shift from traditional SEO and the impact on how SEO roles are changing and adapting. Watch the full IMHO with Duane now, link in the comments 👇

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Shelley Walsh @shelleywalsh.bsky.social · 31/07/2025

SEO isn't broken. Your approach is. And if anyone knows what they're talking about, it's Bill Hunt on the latest IMHO.

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Shelley Walsh @shelleywalsh.bsky.social · 17/07/2025

Google favours brands because users trust brands. It's a basic primal survival instinct to connect with what you recognise I talk to Stephen Kenwright about how brand bias influences visibility in both Google Search and AI-driven platforms like LLMs Link to video below👇

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Shelley Walsh @shelleywalsh.bsky.social · 26/06/2025

I spoke to Cindy Krum about her theory that Google might merge AI Overviews, Discover, and international results to build the next-gen search engine. “The future of search is understanding the entire journey, not just the keyword or the query.” Cindy Krum Watch the new IMHO

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Shelley Walsh @shelleywalsh.bsky.social · 23/06/2025

Jill Whalen leaves behind a legacy as a trailblazer in the early industry when she pioneered the 'white hat' approach to SEO and succeeded against the 'not-so-white-hats' of the time. I spoke to her 2 years ago as part of the SEO Pioneers series #jillwhalen #seopioneer youtu.be/DD5D5YtUdWY?...

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Jill Whalen SEO Pioneers (The History of SEO)

YouTube video by Shelley Walsh

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Shelley Walsh @shelleywalsh.bsky.social · 19/06/2025

Not long ago, news publishers survived by moving offline to online. With Google clicks in freefall, news publishers face threats to survival yet again. I've seen publishing change A LOT over 25 years. Watch me speak to Barry Adams about what publishers can do to survive 👇

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Shelley Walsh @shelleywalsh.bsky.social · 12/06/2025

Barry Adams has strong views on LLM hallucinations and what the industry needs to understand about AI's limitations. “They’re not intelligent. They’re just very advanced word predictors” I spoke to him for IMHO in the latest episode – link in the comments to watch now 👇

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Shelley Walsh @shelleywalsh.bsky.social · 12/06/2025

In Leeds, we're blessed with world class talent in striking distance. At the @sistrix.com local Leeds event we were spoiled with 3 of the best. Good to see @alexmoss.bsky.social @nicholastott.bsky.social @jono.id @stephenkenwright.co.uk @malcolmslade.bsky.social Thank you Steve Paine

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Shelley Walsh @shelleywalsh.bsky.social · 29/05/2025

John Shehata gave me his opinion on Discover, AI Mode and what this all means for publishers as their traffic disappears "In the new world we will get less traffic. So for publishers that solely depend on traffic, this is going to be a problem." John Shehata Video below 👇

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Shelley Walsh @shelleywalsh.bsky.social · 20/05/2025

Barry Adams for IMHO just recorded and will be live in a few weeks. One of my favourite humans with so much to say.

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Shelley Walsh @shelleywalsh.bsky.social · 15/05/2025

ICYMI. This is the 1st study into how users are checking out AIO and it threw up some surprising insights Watch my interview with Kevin about his findings, link in the comments

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Shelley Walsh @shelleywalsh.bsky.social · 12/05/2025

Today Kevin Indig releases data on how users interact with AIO and I spoke to him last week about this for a special edition of IMHO. “Just because users don’t click doesn’t mean visibility in AIO is meaningless, it still shapes decisions.” Kevin Indig, IMHO Link to video below 👇

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Shelley Walsh @shelleywalsh.bsky.social · 08/05/2025

Kevin Indig is about to release data on the first-ever study on AIO usability. And I managed to get an interview with him on IMHO about his findings. @kevin-indig.bsky.social is releasing his study this Monday (12th), and I will be publishing the pre-recorded IMHO at the same time.

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Shelley Walsh @shelleywalsh.bsky.social · 17/04/2025

I spoke to Lily Ray for IMHO fresh from her talk at Brighton SEO. "Searchers want to see real people talking about real things" Lily Ray Watch the interview now - link in the comments 👇

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Shelley Walsh @shelleywalsh.bsky.social · 15/04/2025

Coming in the next few days, don't miss Lily Ray fresh from her talk at Brighton SEO talking to me on IMHO about SEO in 2025. Just recorded a few minutes ago. Follow me on YouTube to get the first play: www.youtube.com/@shelleywalsh

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Shelley Walsh @shelleywalsh.bsky.social · 04/04/2025

I spoke to Kaspar Szymanski about the current state of SEO in the latest episode of IMHO. “Google is indeed at a crossroads and has to internally figure out whether to redefine itself—or to embrace what made it successful in the first place: user loyalty.”

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Shelley Walsh @shelleywalsh.bsky.social · 21/03/2025

So excited to speak to Crystal Carter on IMHO about the current state of search and gaining visibility in LLMs. “LLM search is not the same as SEO. The goal is different, the tactics are different, and the visibility outcomes are different.” — Crystal Carter

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Shelley Walsh @shelleywalsh.bsky.social · 07/03/2025

On a high after the Leeds Majestic Dinner 2025 with Me and @dixonjones.bsky.social – a great success. A HUGE thanks you to Steven at @majestic.com for co-hosting and more importantly, generously footing the bill. Plenty of good conversations with old friends and meeting some new ones.

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Shelley Walsh @shelleywalsh.bsky.social · 06/03/2025

Dawn Anderson talked to me on IMHO about information retrieval, where search is going, and how SEOs are misunderstood heroes. In this interview Dawn talks about how the Future of Search Will Be Hybrid as search engines are evolving into a blend of search and AI

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Shelley Walsh @shelleywalsh.bsky.social · 24/02/2025

Comedy gold as mid IMHO recording Mr Anderson reaches across the screen with a cup of tea for Dawn. Full recording with @dawnieando.bsky.social coming soon.

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Shelley Walsh @shelleywalsh.bsky.social · 21/02/2025

IMHO is back with Alex Moss from Yoast & Firecask talking about how search might change this year In this episode Alex talks about how SEO is no longer just about search rankings—it’s about discovery across multiple platforms.

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Shelley Walsh @shelleywalsh.bsky.social · 14/01/2025

Has SEO really changed in the last 25 years, or just some of the tactics of the game that changed? January 23rd, Duda & @antonshulke.bsky.social are hosting 5 hours of SEO and Content Strategy for 2025 (Mega Webinar) I'm presenting about What We Can Learn From SEO Pioneers To Move Forwards In 2025

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Shelley Walsh @shelleywalsh.bsky.social · 09/12/2024

“What do you think about AI Overviews? How will they impact the industry, and where is this going?” For the last six months, I interviewed a series of the smartest minds in SEO about their thoughts on AIO and asked them all the same question.

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Shelley Walsh @shelleywalsh.bsky.social · 05/12/2024

IMHO spoke to Arnout Hellemans about AI overviews and where search might be going in 2025. Arnout talk about why he thinks we are on the verge of a big shift and other insights on what he is focusing on right now.

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Shelley Walsh @shelleywalsh.bsky.social · 21/11/2024

Alli Berry: AI Overviews & The Impact On Search in Finance IMHO just published on YouTube I asked Alli: "In your opinion, what do you think about AI Overviews, how will they impact the industry and where is this going?"

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Shelley Walsh @shelleywalsh.bsky.social · 01/12/2023

NYT bestselling author and Pioneer Bryan Eisenberg is live now Bryan, along with his brother Jeffrey developed Persuasion Architecture before the SEO industry thought about conversion. A fascinating conversation about marketing, persuasion and writing books youtu.be/pxW68WtAAYw?...

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Bryan Eisenberg – SEO Pioneers (The History of SEO)

Bryan Eisenberg is a New York Times bestselling author who was a Pioneer developing Persuasion Architecture before the SEO industry thought about conversion....

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Shelley Walsh @shelleywalsh.bsky.social · 20/10/2023

@dixonjones.bsky.social SEO Pioneer is live now. Dixon has been in the industry since 1995 and his story is wide reaching up to where he is invited to Buckingham Palace twice. And gets told off by Princess Anne. This was a lot of fun - Dixon is very entertaining www.youtube.com/watch?v=cdxH...

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Dixon Jones – SEO Pioneers (The History of SEO)

Dixon Jones has been in the industry since 1995 when he moved his murder mystery business online. His story is wide reaching right up to where he is invited ...

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Shelley Walsh @shelleywalsh.bsky.social · 19/10/2023

There's a fixation with the semantic differences between factors, systems, and signals. And that's totally missing what you should be focusing on. Read the full in-depth view on Search Engine Journal: www.searchenginejournal.com/top-ranking-...

searchenginejournal.com

The Top 3 Google Ranking Factors That Really Matter

Start by really understanding Google’s motivation and how it works, so you can shape your approach to content and SEO strategy in order to rank.

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Shelley Walsh @shelleywalsh.bsky.social · 18/10/2023

Thursday 26th Oct, I will be talking live with Purna Virji, Ross Simmonds and Anton Shulke about the use of AI in content marketing. Hottest industry topic. My first webinar this year, so don't miss out. Sign up now webinars.duda.co/ai-driven-ma...

webinars.duda.co

The Evolution of Content & the Future of Our Industry

Join us for a transformative webinar, "The Evolution of Content & the Future of Our Industry," hosted by Ross Simmonds, CEO and founder of Foundation Marketing.

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Shelley Walsh @shelleywalsh.bsky.social · 16/08/2023

SEO Pioneer Heather Lloyd-Martin live now The original writer for SEO who became involved in the industry in '96 and Forbes magazine described as a pioneer of SEO copywriting. t.co/T4qoaMUnlJ

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Shelley Walsh @shelleywalsh.bsky.social · 16/08/2023

Threads usage is down 85% from the initial buzz of the launch Threads Android app peaked at 49.3 million daily active users worldwide on July 7, but on August 7, the app was down to 10.3 million daily active users. www.similarweb.com/blog/insights/so…

similarweb.com

Access Denied

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Shelley Walsh @shelleywalsh.bsky.social · 11/08/2023

Get to the source and talk to the people who have done want you want to do. I've learned more doing the SEO Pioneers series talking to these incredibly smart individuals than I have in years and years of reading blogs. www.youtube.com/watch?v=HtnEomV-NOA…

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Shelley Walsh @shelleywalsh.bsky.social · 31/07/2023

Another day. Another social media alternative to the death of Twitter.

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