We cover the shift from search to AI answers.

Alessandro Benigni

Founder & Editor, SEO

Alessandro started SEO to report the shift from organic search to AI search as it happens. After running a LinkedIn newsletter for search marketers, he made the decision to build an owned destination, a place where every story stays on the record, attributed, and findable forever.

He reads every algorithm update, talks to every operator who emails, and checks sources before publishing. If something is wrong, it gets corrected within 24 hours and the correction stays on the original article, never a quiet edit.

One brief a day, five days a week. Six to ten stories. The lead is reported. The Wire is a verified link‑blog. The site is the archive — every story stays here forever, with the original timestamp and a note when it's updated.

We don't publish hot takes on someone else's tweet. We don't quote a model's response to a leading prompt as evidence. We don't run sponsored content inside editorial. We don't pretend a press release is a story.

We do attend the events where the news breaks, read the papers that cross our desk, and talk to the people doing the work. That's the job.

Every story is attributed to its original source with a prominent link back.

We rewrite for clarity and our editorial voice, never to claim original reporting we didn't do.

We don't publish anything we wouldn't read ourselves.

Sponsors get placement, not editorial influence — we mark sponsor content clearly and never blur the line.

We use AI tools to research and draft, but every published piece is reviewed by a human editor.

Last updated May 2026 · maintained by A. Benigni

SEO started as a LinkedIn newsletter for search marketers. The idea was simple: write the brief that the people actually doing SEO, GEO, and AEO work would want to read, not the hype, not the fear, just the useful stuff, sourced and attributed.

As that newsletter grew, one thing became clear: a newsletter inbox is borrowed real estate. Every story published there is ephemeral, no archive, no search, no permanent link. The decision to build searchengineoptimization.blog was a decision to own the record. Every story lives here, forever, with its original timestamp and a correction log if anything needs updating.

The publication is still independent. No investors. No equity in companies covered. No retainers from vendors. The model is simple: sponsors support the work, readers trust the coverage, and the coverage stays honest. That's the only way this works long-term.

Reach out for tips, corrections, or sponsorship enquiries. We read every message that comes in through the channels below — no public inbox by design, to keep the signal high and the spam low.