I'm Will Scott. Most days I run an AI-forward 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 of running an AI agent as a real marketing operator — the costs, the failure modes, and what actually holds up once you're past the demo.
A free grader that scores any site for AI-search readiness — content structure, technical health, and how likely you are to get cited by AI.
Paste a URL, get production-ready JSON-LD. It pulls the entities off a page and writes the schema so search and AI actually understand your content.
This post was built collaboratively by Will Scott and Bob — his AI assistant — as part of a weekly AI & local search briefing workflow. Will curated the topics and sources; Bob researched, synthesized, and formatted the content…
A claim has been circulating in AI SEO circles: you need 200 brand mentions (or citations, or references, depending on who’s passing it along) before an LLM will trust your brand enough to recommend it. We went looking for who…
We analyzed 91 days of Bing's AI Performance data and found something Microsoft probably didn't intend to show us -- how Copilot's retrieval system actually selects sources, the "query fanout" pattern behind inflated citation…
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.