Nice to meet you, I’m Orit Mutznik, an SEO and AI Search (AEO/GEO) leader with 18 years in search, most of it in-house.
I’ve built organic growth for Forbes Advisor, Farfetch, eToro, SilkFred, DataCamp, 888 and William Hill and most recently Hostinger as their Head of SEO & AI Search.
Born in Argentina, but travelled around the world until I settled in London, where I’ve been living since 2018 doing multilingual SEO since 2008.
Track record
At Forbes Advisor I grew international organic revenue 36x in two years, then ran US growth across legal, higher education and sports betting. At Farfetch I led organic growth across SEO, ASO, AI Search and CRO. At eToro I scaled international SEO from 5 to 22 languages for 10x growth.
Building and leading teams
I’ve led in-house teams since 2014 and I’m still hands-on: Small specialist units, departments of 20 or more across 9 teams, functions built from scratch. The half I care most about is the unglamorous one, which is getting SEO funded, staffed and taken seriously by Product, Engineering and Editorial.
What I work on now
People ask their questions in ChatGPT, Gemini, Claude, Perplexity, Copilot and Google’s AI Overviews and AI Mode and increasingly they send an agent to do the job for them. Most of what decides whether you turn up in those answers is ordinary SEO done properly. My experience is that access and rendering break far more often than content quality does.
- AI Search (AEO/GEO): Visibility, citation tracking, prompt sets and measurement
- Technical SEO: Crawl access, rendering, log file analysis
- Product-led SEO: Content strategy, editorial and programmatic architecture
- Agentic search: Whether an agent can finish a job on your site
- Adjacent: CRO, ASO, digital PR and affiliate partnerships
Speaking, writing and judging
I’m one of Search Engine Journal’s top SEO experts to follow and one of Semrush’s top 10. I co-authored Mastering In-House SEO, contributed a chapter to SEO in 2023, have spoken at BrightonSEO and TeaTime SEO and judged the European Search Awards, the European Content Awards, The Drum Awards for Search and the Global Marketing Awards. All proceeds from the book go to Samaritans.
Why this blog exists
I write here to think out loud and to take the narrative beyond acronym selection towards Search Everywhere Optimisation. I mostly write and talk about AI search, trying to simplify the most complex topics: What the evidence actually says, what’s a tactic dressed up as a strategy and what I would do on Monday morning. Start with AI Search Optimisation 101, my full breakdown of how AI search works and we can take it from there.
Work with me
I take on consulting or full time work in SEO, AI Search (AEO/GEO) and organic growth strategy. Email me at mutznik.orit@gmail.com, or find me on LinkedIn.