I'm Will Scott. Most days I run an AI-first marketing practice. The rest of the time I'm shipping odd little software. WebBoss is where the work, the writing, and the experiments all live in one place.
The channels changed. Answers show up before the click, and AI sits between people and your site. Here's where I spend my time.
Strategy, structure, and content built so both classic search and AI systems can find, trust, and quote you. Less guesswork, more measurable lift.
Getting cited inside AI Overviews, AI Mode, ChatGPT, and Perplexity. Answer-first writing, entity work, and structured data that earns the mention.
Search, display, geo-fencing, and CTV that actually ties back to a number. All the data is wrong — the job is knowing how wrong, and acting anyway.
Talks, masterclasses, and hands-on advising for teams who want to get fluent fast, with the tools, the prices, and the trade-offs named out loud.
Give your AI a job. A field guide from 75 days running one as a real marketing operator: what it costs, how it fails, and what holds up past the demo.
Score any site for AI-search readiness, free. It checks content structure and technical health, then estimates how likely you are to get cited by AI.
Paste a URL, get production-ready JSON-LD. It pulls the entities off a page, enriches them, and writes the schema so search and AI actually understand your content.
Note: This post was updated by Will Scott on September 02, 2026 to reflect current best practices. It was originally published on August 14th, 2023. TL;DR: Winning higher education marketing strategies work in sequence, not…
I keep thinking about the old secretarial disclaimer: “Dictated but not read.” A small sentence with a big message on status. Someone important had spoken. Someone else had typed. If the result was awkward, inaccurate, or barely…
ADAPT measures what the organization can delegate. SIGHT measures whether people have the judgment to operate it. Most companies are still talking about AI like it is a software rollout. Who has access? Which model are we using?…
Marketing work, a side project, or just comparing notes on where AI search is headed. The form goes straight to my inbox, or email me directly below.