Russ Lobo is a UK-based SEO Strategy & Planning Expert and an early specialist in AI-powered search optimization, with over 15 years of experience in search marketing. He is the founder of Russ Lobo, a GEO/AEO-focused consultancy for eCommerce brands, and WHLinks, an off-page optimization agency built on white-hat authority development.
Russ specializes in helping eCommerce brands increase visibility and sales by adapting SEO strategies for AI-driven search platforms, including Google AI Overviews, ChatGPT, Claude, and Gemini. His work focuses on preparing brands for how search is evolving—beyond traditional blue links.
SEO Strategy, GEO & AEO Expertise
Russ is recognized for his strategic work in GEO (Google AI Overviews Optimization) and AEO (Answer Engine Optimization)—disciplines focused on how AI systems interpret, cite, and surface brand information.
His strategic expertise includes:
- GEO & AEO planning and execution
- AI search visibility across generative platforms
- Entity optimization and brand authority signals
- AI-friendly content frameworks
- Strategic consulting and advisory services
Russ designs SEO strategies that align with how modern search engines evaluate entities, trust signals, and citations—not just keywords and links.
Founder Experience & Off-Page Authority Building
Before shifting his focus exclusively to AI search, Russ founded and operated WHLinks, a profitable white-hat link building agency from 2010 to 2024. Over more than a decade, he built scalable off-page systems serving international clients across multiple niches.
This deep background in off-page SEO, authority building, and citation strategy directly informs his current GEO and AEO work—where authority signals remain critical in AI-driven results.
AI Search Visibility for eCommerce Brands
Russ works primarily with eCommerce brands, helping them adapt to new search behaviors where AI systems summarize, recommend, and cite sources directly.
His work focuses on:
- Increasing brand visibility within AI-generated answers
- Structuring content and entities for AI consumption
- Strengthening off-page signals that influence AI trust
- Aligning SEO strategy with revenue-focused outcomes
Rather than reacting to AI search changes, Russ helps brands prepare strategically and scale visibility early.
Consulting, Advisory & Strategic Planning
Russ operates primarily as a consultant and strategic advisor, working with brands and teams that need clarity in a rapidly changing search environment. His approach emphasizes:
- Early adaptation to search behavior shifts
- Monetization-focused SEO strategy
- Scalable, system-driven execution
- Long-term visibility rather than short-term tactics
He is known for identifying shifts early and turning expertise into practical, results-driven frameworks.
Professional Background & Evolution
In addition to SEO, Russ has previously operated ventures in video marketing, including YouTube channel strategy, blog-to-video conversions, and content repurposing—giving him a multi-format understanding of how content performs across platforms.
Today, he serves global clients while operating from the UK, bringing international perspective to AI-first search strategy Russell_Lobo_Resume (1) – Team ….
SEO Philosophy & Forward-Looking Approach
Russ believes the future of SEO lies in:
- Entity authority over keyword density
- Citations over traditional rankings
- AI comprehension over crawl-only optimization
His work reflects a forward-looking SEO mindset—one that treats AI search as an evolution, not a replacement, of SEO fundamentals.
Looking Ahead
As AI continues to reshape how users discover and evaluate brands, Russ remains focused on helping businesses own visibility in AI-generated results, not chase declining tactics. His mission is to ensure brands stay discoverable, cited, and competitive in the next generation of search.