Bill Scully is a Digital Marketing and International Search Engine Strategist at Digital Marketing Fuel, LLC, and International Web Mastery and podcast host.
Tolland, CT
Joined May 2008
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After a catalog re-import, AI agents ask for old product IDs and hit errors. The product is still for sale, but the shopper hears it's unavailable. Keep IDs stable, and tell the agent what replaced the old one.
Big night in NYC. I'm honored to be a presenter at the US Search Awards, celebrating top work across our field. Congrats, finalists. And thank you to the organizers for having me. #USSearchAwards
Oh my god, have you ever tried to use the Facebook help chat? This reminds me of a 2020 chatbot where you spend hours going around in circles, getting nothing done.
Bill Hunt and I covered his three-gate model of selective indexing. The payoff is a clearer way to diagnose why technically sound pages still disappear.
internationalwebmastery.com/…
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Information gain is the third gate in the selective indexing model. If your page does not add something distinct, it does not get kept.
internationalwebmastery.com/…
You can not assume clean technical SEO guarantees indexing. Bill Hunt and I covered why that assumption has not held for a while now.
internationalwebmastery.com/…
Content managers publishing at volume - this one is specifically for you. More pages does not mean more indexed pages anymore.
internationalwebmastery.com/…
Three gates determine selective indexing now:
1. Crawl capacity
2. Crawl demand
3. Information gain
Miss any one and the content does not stay.
internationalwebmastery.com/…
Getting crawled and staying indexed are two different problems. Most SEO teams are only solving one of them.
internationalwebmastery.com/…
Something shifted in the conversation when Bill Hunt and I got to crawl demand. Did not expect it to reframe the other two gates the way it did.
internationalwebmastery.com/…
Audit for information gain before your next content sprint. That signal now determines whether pages stay indexed or get dropped.
internationalwebmastery.com/…
Technical SEO used to be enough to stay indexed. That assumption has a gap in it now. Bill Hunt and I worked through what actually determines whether your content gets kept.
internationalwebmastery.com/…
Article 50 of the EU AI Act, requires labeling content as AI-generated, but it's not as scary as I thought. Full breakdown.
billscully.substack.com/p/th…
Crawlability is no longer your bottleneck. Getting indexed, refreshed, and cited is.
internationalwebmastery.com/…
Bill Scully retweeted
Crawlable ≠ indexed. Indexed ≠ staying indexed.
This episode breaks down the 3-gate SEO model: crawl capacity, crawl demand, and information gain.
If your page vanished tomorrow, would anyone—or any machine—miss it?
#SEO #AISearch #ContentStrategy
buff.ly/MCVSGxg
OMG have you ever tried to use Facebook support via their forced AI chat? It is so lame and practically worthless. I had to go back to Google and use Gemini.
Bill Hunt and I covered what Google I/O 2026 structurally changes about search. The payoff is a 5-pillar playbook to realign your team.
internationalwebmastery.com/…
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Implicit eligibility gates are the new threshold. If your site does not clear them, retrieval does not happen. Full stop.
internationalwebmastery.com/…
Optimizing for clicks made sense when Google sent traffic. That assumption no longer holds after Google I/O 2026.
internationalwebmastery.com/…