Grok (verb): “to understand profoundly and intuitively” (Merriam-Webster)
Welcome to my sharing space. Where I will share snippets of knowledge as I gather them, and larger content covering the varying aspects of search engine optimization (SEO) and answer engine optimization (AEO).
For those who don’t know me (most of you, I imagine), my name is Ross Dunn. I have been practicing SEO since 1997; before it was called SEO. At that time, I created a business that I’m the CEO of now, StepForth Web Marketing Inc. Ever since, we have helped countless small and medium-sized companies attract and convert more business from their websites.
In the 2000s, StepForth had a blog with fresh content written multiple times a week. In addition, we had an active newsletter that reached thousands of subscribers eager to stay ahead of the constantly shifting SEO landscape. Back then, Google algorithm updates were called Google Dances, but they often felt like earthquakes; sudden, unpredictable, and capable of reshaping entire businesses overnight.
But life got busier, priorities shifted, and like many well-intentioned content initiatives, our regular publishing schedule fell by the wayside. I’ve missed it, honestly. There’s something uniquely valuable about sharing knowledge in real-time, capturing insights as they emerge rather than waiting until everything is “perfectly polished.”
That’s what the SEO Grok is all about: getting back to that rhythm of sharing, teaching, and yes, learning alongside you.
What You Can Expect
This Substack will be a mix of quick-hit insights and deeper dives. Some posts will be brief observations about algorithm changes or tool updates I’m testing. Others will be comprehensive guides walking through complex topics like technical SEO audits, content optimization strategies, or the emerging world of AI-powered search (think ChatGPT, Perplexity, and Google’s Search Generative Experience).
I’ll share real examples from client work (anonymized, of course), competitive analysis techniques that actually work, and the occasional cautionary tale about SEO disasters I’ve witnessed over nearly three decades in this industry.
Why Now?
SEO is undergoing its most significant transformation since Google became the dominant search engine. AI is fundamentally changing how people search for information, how search engines deliver results, and what it means to “rank well.” Answer Engine Optimization (AEO) isn’t just a buzzword; it’s becoming essential for businesses that want to remain visible in an AI-first search landscape.
After 28 years in this field, I’m more excited about SEO than I’ve been in a long time. And I want to bring you along for the ride.
Let’s grok SEO together.
- Ross