I work with teams navigating how search, AI systems, and LLMs are reshaping discovery, visibility, and trust.
Launched Bing Webmaster Tools || Launched Schema.org || Author of The Machine Layer || Advisor to enterprise and growth-stage teams || Global speaker on search, AI, and digital strategy
30 Years of experience | 1,000+ Helped directly | SMBs to Fortune 100
What People Are Saying
“Duane unpacks the realities of AI-powered visibility and takes the reader through key concepts, planning considerations, and actionable insights with a look to what is likely to come next. Whether you are a relative neophyte to the world of search or a seasoned professional, The Machine Layer is a must-read guide to empower you in efforts to support brand visibility in this new world.”
Elmer Boutin
Former Director of SEO, Rocket Mortgage
“Duane is an incredible mind, with a proven record of translating big, complex ideas into stories that teams can get behind. He hugely inspired much of my work.”
Ric Rodriguez
Director of Strategy, Found.co.uk
“Duane is a leading figure in the SEO and GAIO fields. His extensive research and insightful writing provide invaluable guidance for anyone innovating in these areas. His book is an indispensable resource, offering a compass of knowledge and strategies to navigate the complexities of SEO and GAIO with confidence. Whether you’re a seasoned professional or a newcomer, Duane’s book is essential reading for anyone keen to stay ahead in this ever-evolving landscape.”
Aris Vrakas
Founder and CEO, Rankbee.ai
What I Help With
Navigating AI-Driven Discovery
Search is no longer just about ranking pages. AI systems now sit between content and audiences, shaping what gets seen, cited, and trusted.
Explaining Change to Leadership
AI has changed how discovery works, but most organizations still explain it using outdated language and metrics. I help translate technical change into executive clarity.
Strategic Advisory
For teams that need practical guidance, not hype, on adapting visibility, content, and trust strategies to modern search and answer systems.
The Book
The Machine Layer
AI systems are now part of the discovery layer deciding what content is retrieved, summarized, or ignored. This book explains what that means for businesses, marketers, and leaders, and how to adapt without chasing every new tool. It’s based in the same math, processes and outcomes used by the LLMs themselves.
How I Work
I work directly with teams, leaders, and practitioners. No fear-based narratives. No silver bullets. Just clear thinking, practical frameworks, and honest conversations about how discovery is actually changing. I focus on goals and outcomes.
Next Steps
If you’re here, you’re probably trying to understand how AI is changing search and what to do about it.
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