Avatar of Carolyn Shelby

Carolyn Shelby

I'm delighted to be a part of the Yoast team! As someone who's deeply passionate about the digital landscape and its ever-changing dynamics, I'm excited to make a difference in your journey towards mastering Search Engine Optimization (SEO).

You can find Carolyn on: TwitterLinkedinInstagram

Since 1995, I’ve been navigating the intricate pathways of the digital world, and SEO has long been my compass. I believe that an effective SEO strategy is the cornerstone of online success. It’s not just about getting higher rankings on search engines – it’s about crafting an online experience that resonates with users, guides them to your doorstep, and ultimately turns them into loyal customers.

I’ve led SEO strategies for some of the biggest names in media and enterprise, including the LA Times, Chicago Tribune, ESPN, and Disney. That experience has shaped my approach to balancing technical SEO, content strategy, and business objectives at scale. For nearly two decades, I’ve also been sharing insights on SEO, digital strategy, and (now) AI as a speaker at conferences worldwide.

Beyond my work at Yoast, I also explore the intersection of SEO, AI, and digital strategy through CSHEL, where I share research, industry insights, and resources to help businesses and individuals adapt to the ever-evolving search landscape. My focus is always on making SEO more accessible and actionable for everyone.

How to optimize content for AI LLM comprehension using Yoast’s tools

7 May 2025 Carolyn Shelby

As AI-driven search engines rewrite the rules of content visibility, one thing is clear: optimization isn’t dead — it’s evolving. Large language models (LLMs) like ChatGPT, Google’s Gemini, and Perplexity AI don’t just retrieve web pages; they synthesize answers. And your content? It only gets included if it’s clear, relevant, and easy to extract. The […]

Read: "How to optimize content for AI LLM comprehension using Yoast’s tools"
How to optimize content for AI LLM comprehension using Yoast’s tools

No, AI-powered search is not built on theft: debunking misconceptions

29 August 2024 | 3 Comments Carolyn Shelby

AI-powered search tools like SearchGPT have sparked both excitement and concern among SEOs. Recently, industry prognosticators have expressed fears about AI-driven tools undermining traditional traffic sources. They worry that widespread adoption of these tools will divert so much traffic away from previously profitable websites that the decline in visibility will “unalive” those sites completely. It’s […]

Read: "No, AI-powered search is not built on theft: debunking misconceptions"
No, AI-powered search is not built on theft: debunking misconceptions

Google ruled a monopoly; search industry braces for change

In a landmark ruling, a federal judge has declared Google a monopoly, citing the tech giant’s anticompetitive practices in maintaining its dominant position in the search engine market. This decision could have significant impacts on the search industry and digital marketing writ large, potentially reshaping the landscape for SEO strategies and paid search. As Google […]

Read: "Google ruled a monopoly; search industry braces for change"
Google ruled a monopoly; search industry braces for change

Google’s reversal on third-party cookies: what it means for you

24 July 2024 Carolyn Shelby

In a happy yet surprising move, Google has announced it will not be phasing out third-party cookies as previously planned. This decision has significant implications for website owners, digital marketers, and SEO practitioners, particularly those using tools like Yoast SEO to optimize their WordPress sites. Here’s a closer look at what this means for Yoast […]

Read: "Google’s reversal on third-party cookies: what it means for you"
Google’s reversal on third-party cookies: what it means for you

The Google Leak: insights and implications for SEO best practices

In the SEO universe, paradigm shifting insights can suddenly appear out of nowhere, like a decloaking warbird a little too close to the neutral zone, catching even the most seasoned captains by surprise. The recent Google API leak has sent such a shockwave through the SEO quadrant, igniting intense discussions and debates within the community. […]

Read: "The Google Leak: insights and implications for SEO best practices"
The Google Leak: insights and implications for SEO best practices

AI Overviews by Google and how Yoast SEO helps you prepare

As Google rolls out its new AI Overviews, SEO professionals and website owners must adapt to these changes to maintain and improve their search rankings. Google’s AI Overview, powered by the advanced Gemini model, integrates generative AI into the SERP. It provides users with summarized answers to complex queries at the top — well above […]

Read: "AI Overviews by Google and how Yoast SEO helps you prepare"
AI Overviews by Google and how Yoast SEO helps you prepare

SMX Advanced Boston 2025

June 11 - 13, 2025
  • Attending
  • Speaking
Boston, United States
SEO Conference

SMX Advanced returns in person this June in Boston, bringing together hundreds of top search marketers for three days of advanced strategies, hands-on learning, and high-energy networking. Yoast’s Carolyn Shelby will take the stage alongside Crystal Carter, Head of SEO Communications at Wix, to host a hands-on clinic on how to get your content featured […] Read about SMX Advanced Boston 2025 »

Come and meet us, we are attending:

Pubcon Pro Austin 2025

June 19 - 20, 2025
  • Attending
  • Speaking
Austin, United States
Marketing Conference

Pubcon Pro is back in Austin on June 19–20, bringing together some of the sharpest minds in SEO, PPC, and digital marketing. This high-impact event features two days of expert-led sessions focused on AI-driven strategies, advanced technical SEO, paid media, and real-world tactics marketers can immediately implement. We’re super excited to share that Carolyn Shelby, […] Read about Pubcon Pro Austin 2025 »

Come and meet us, we are attending:

State of Search 2025

October 27 - 28, 2025
  • Attending
  • Speaking
Grapevine, United States
SEO Conference

State of Search returns to Dallas on October 27–28, 2025, gathering some of the brightest minds in digital marketing from around the world. Hosted by DFWSEM, this top-tier conference is packed with actionable insights and no-fluff strategies for agencies, in-house marketers, and business owners who want to stay ahead in a fast-changing digital landscape. We’re […] Read about State of Search 2025 »

Come and meet us, we are attending: