Hi, I'm Genc Arifi.
SEO & AI Search Specialist with 15+ years working on visibility across e-commerce, SaaS, and publishing. I write here to think in public about how search is changing — and to help teams do less busywork and more of what actually moves the needle.
Work
I've led SEO and content programs for 50+ companies — from venture-backed SaaS to global retailers to newsrooms. The through-line: build a system the team can run without me, not a dependency on me.
Today I'm independent. I work with a small number of clients each year on AI search readiness, content strategy, and organic measurement, and I publish original research in the Research library.
Frameworks I've published
The PRISM Framework — a model for optimizing for AI-powered search across five pillars: Prominence, Relevance, Intent, Structure, Measurement.
Ongoing coverage of Google, OpenAI, and Anthropic patents and public research, mapped to what practitioners should actually change.
Timeline
- 2011Started in SEO
First in-house SEO role at a mid-market e-commerce brand.
- 2015Agency lead
Led SEO for consumer and SaaS clients across EU and US markets.
- 2020Head of SEO
Scaled organic to primary channel for a Series B SaaS company.
- 2024Independent
Started publishing research on AI search and advising a small number of teams.
- 2026PRISM framework
Released PRISM and began the AI Search Briefing.