Rather than guessing what content needs updating, they’re using data to understand what people are searching for, where their existing pages fall short and which changes actually deliver results.
Across the refreshed pages, the impact has been impressive:
24.9% increase in organicpurchases
20.1% increase in organicrevenue
It’s a great example of how combining smarter content optimization with SEO testing can deliver measurable commercial results.
AI Picks the Shortlist: Are You Showing Up Locally? Our latest WTSKnowledge
Krystal Taing gave her "AI Picks the Shortlist" talk to a full house at WTSFest Philly earlier this month - now she wrote it up as a WTSKnowledge for YOU to get the value too!
AI search is changing local discovery. Instead of scrolling through search results, customers are increasingly getting a shortlist of businesses recommended by AI.
But what determines who makes that shortlist?
Krystal shares research on what influences local AI recommendations, including some surprising findings about reviews, photos & third-party platforms.
She also breaks down 5 practical stepsto help your business show up in local AI search, without overcomplicating your GEO strategy.
MCP & AI Workflows for all! Spotlight Sponsor: Sitebulb
Valeriia Verheles has your B2B content brief automation Tory Gray & Itamar Blauer have a full run down of MCPs as the new layer of our SEO stacks Tory Gray also shares the ins & outs of building AI skills for SEO that keep a human in the loop Kaitlin McMichael shares how to use AI to build an SEO progress scorecard in minutes.
🎤 Looking to speak or looking for speakers for your events? Check out WTS's Speaker Hub!
We built this initiative to amplify brilliant WTSers who can share their knowledge in events, meetups and conferences.
Speakers - You can submit your speaker profile using this form. This is not only limited to Tech SEO!
Event Organisers - We encourage you to diversify your speaker line-up by reaching out directly to speakers from our community. You can use the tag buttons to filter by specialty directly in our Speaker Hub page.
WTSFest London Analyse Session Speakers March 19th 2027 - Full agenda now live!
Judith Lewis (she/her) - Founder, Decabbit Consultancy Migration Postmortems: The Tech SEO Mistakes that Survive the Checklist
Website migrations rarely fail because nobody knew they needed redirects. They fail because of sensible-looking decisions that survive planning, staging, & QA, but create huge problems once the site is live. Using real-world examples, Judith will share her approach to migration QA, & how to diagnose whether or not a post-migration ranking loss is evidence that something has actually broken.
Hadeer ElMalah (she/her) - Sr SEO, SIXT Car Hire From Retrieval Theory to Compounding AI Citations: A GEO Framework That Actually Works
Built on Hadeer’s original research & experiments, this session turns retrieval theory into a reproducible GEO framework: from prompt tracking to citation results. You’ll learn how off-site strategy alone can compound AI citations & convert brand mentions into owned category positions across AI models; & you’ll leave with the step-by-step playbook, & the AI agent that executes it at scale.
Nikki Halliwell (she/her) - Sr Tech SEO Manager, Journey Further The Technical SEO Mistakes Costing Retailers Millions
Using Shopify as a lens for universal eCommerce issues, Nikki will explore how faceted navigation goes wrong, why pagination confuses search engines, & what causes product indexation to fail. Drawing on real-world examples from her work, she’ll share what these issues actually cost businesses; why they keep happening even on well-resourced sites; & the exact checks and fixes you can apply to your own setup.
She is Founder and CEO of The Gray Dot Company, Inc. Based in Stratford, Canada, Tory leads a technical SEO, agentic readiness, and AI search visibility consulting company.
With more than 15 years in SEO, she works directly with in-house teams to help companies make better, more scalable search decisions—typically for sites with complex business models and tech stacks.
She’s a Sitebulb partner, SEO Gets ambassador, and WTS mentor. Her work appears in Search Engine Land, Search Engine Journal, Moz, and more.
Just wanted to say a massive thank you to everyone who bought us a coffee after Areej's Friday email.
Every single contribution genuinely means so much, especially as we continue working hard to keep this community going & doing what we do.
We're really grateful for all of you - whether you're supporting us financially, showing up, sharing opportunities, or simply being part of this community. Thank you, thank you, thank you 💙
If you've made it this far, thank YOU!
A reminder that everyone is more than welcome to subscribe!
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Thanks for signing up for our WTSTalk! This email has all the resources mentioned in the webinar, the deck, & the recording. A HUGE THANK YOU to Antonia & Leon for sharing their knowledge & helpful resources with our community! Read the recap here: WTSKnowledge recap You can watch the session on YouTube here: Watch the recording Check out the specifics from the presentation deck here: See the deck Grab the transcript here: Webinar transcript More about WTS... The WTS community is a place...
Hey Reader, We're starting this edition with a heavy heart, hearing the news about Nick Wilsdon's passing. Nick was a truly wonderful man & always supported everyone around him. Back in 2019, when the WTS community was still brand new, we hosted a collab evening meetup with ReadingSEO, and he was one of the first people to show up. He sat through all the talks and was incredibly supportive of everything we're building. Fast forward a few years, we were struggling to gain sponsor traction for...
Hey Reader, We just got back from WTSFest Philadelphia, & we couldn't be happier with how it went! London is up next! Speaker announcement below... Let's get started =) Brilliant work by our brilliant members1) Emma Moletto - 5 rules I build into every multi-step AI workflow for SEO 2) Kelly-Anne Crean - Technical SEO checks are easy. The process is the hard part. 3) Laura I. Abreu - Your competitors’ negative reviews could improve your PPC ads 4) Valeriia Verheles - How To Automate Content...
