This interview is with Andrew Antokhin, SEO Strategist & Founder, Inverox Digital.
Andrew, as an SEO Strategist & Founder, how do you introduce your approach to driving SEO growth and organic visibility today?
As of today, I don’t view SEO through the lens of a ‘classical’ approach where we simply execute a set of tasks and track keyword rankings. While those elements are still part of the process, SEO has evolved into a comprehensive marketing strategy. I prefer to call it Search Marketing. It’s no longer just a sub-branch of digital marketing; it is its own distinct discipline and a vital growth engine for business.
Even though SEO requires significant investment and the results are often delayed, it is frequently the highest-ROI channel when executed correctly. My team and I utilize a data-driven approach—we let the numbers guide our decisions. We don’t believe in ‘cookie-cutter’ or template-based solutions. Instead, we build a bespoke strategy for every client. This focus on data and individualization is exactly what drives growth and gives us a competitive edge in increasing organic visibility.
What pivotal experience led you to found your SEO practice, and how did it shape your approach to content marketing and link acquisition?
The pivotal moment that led me to launch my own team and eventually found my company was my experience working across the entire SEO spectrum. I’ve seen the industry from every angle—working in-house, as a freelancer, and within agencies. In each of those environments, I encountered systemic inefficiencies and rigid limitations that hindered both professional growth and client results.
I’ve always operated at the intersection of a specialist’s mindset and an entrepreneurial mindset. These two perspectives coexist within me, allowing me to understand the technical nuances of SEO while deeply grasping the business objectives of my clients. By founding my own firm, I chose to take on a higher level of risk in exchange for the freedom to build processes exactly the way they should be. This approach has proven successful; our client retention is exceptionally high. While many agencies struggle to keep clients for more than a few months, we maintain partnerships that last for years.
When it comes to link acquisition and content marketing, my approach is a custom-built hybrid of the market’s best practices. We don’t just optimize for search engines; we are now looking at visibility within AI models and neural networks as well. Our competitive edge lies in our versatility and agility. Because we have a broad toolkit for content creation and link building, we can be more flexible than larger, more rigid firms. This lean, high-intensity approach allows us to hit targets faster and more effectively, provided the necessary resources are in place.
Building on your AEO work, can you walk us through your playbook for earning and measuring inclusion in AI answers (ChatGPT, Perplexity, Gemini)—which few metrics have proven most predictive?
Broadly speaking, our approach to optimizing for neural networks doesn’t fundamentally differ from ‘classic’ SEO or high-level Digital PR. In fact, we achieve our best results by blending these disciplines, often incorporating PR strategies and Parasite SEO into the mix. Since AI-driven search—specifically the answer engines in Google, Bing, and other platforms—are a relatively new frontier, their anti-spam filters are currently less sophisticated. These systems largely rely on the information they have already ingested, so our primary task is to feed them verified, fresh data and build a cohesive brand identity within the AI’s ‘worldview.’
In the long term, I don’t focus on manipulation, but rather on providing deeper context. We achieve this through our own high-ranking websites, by influencing the models through various training signals, and by securing mentions in authoritative industry roundups. It is crucial to communicate brand information clearly and consistently across both your own site and external platforms. This repetition makes the data comprehensive and verifiable for the AI.
When it comes to measuring results, we’ve found that users coming from AI-generated answers are often higher-value ‘warm’ leads because they have already been educated by the model before reaching us. We track effectiveness by measuring citation share—essentially how actively the AI references the brand. We establish a baseline at ‘Point A’ before we begin and then measure our progress at ‘Point B,’ much like we do in traditional SEO. The main difference is that instead of tracking keyword positions, we focus on brand citations and mentions. Because a ‘brand’ is a more universal and harder-to-manipulate concept than a simple URL, the algorithms will only get smarter in how they recognize them. Our current goal is to identify these working connections without descending into spam, simply proving to the AI that our brand is a reputable, well-known leader in its specific niche. This process usually requires a close synergy between an SEO specialist and a branding expert.
Shifting to UX and CRO, share one before-and-after where your “first screen for the user” framework lifted organic revenue; which specific changes moved the needle?
In terms of User Experience (UX) and Conversion Rate Optimization (CRO)—which are essential components for any professional SEO or digital marketing team—a great example is our work with a licensed currency exchange service.
They had a solid business, but their website wasn’t meeting user expectations. In this niche, users want to see the approximate exchange rate immediately without clicking through multiple pages. They are looking for the best deal and need to compare offers quickly.
We applied my “First Screen for the User” framework. The logic is simple: the first screen is strictly for the human user; everything from the second screen down is optimized for search engines. We rebuilt the funnel so that the first screen addressed every primary offer. We added a tool where users could instantly see the estimated rate, select their currency, and choose from multiple ways to contact a manager who could finalize the details.
Below the fold, we expanded on the “why”—explaining the exchange methods, highlighting their license, the company’s longevity, their physical office network, and their reputation.
By prioritizing the user’s immediate needs on that first screen and aligning the page structure with competitive benchmarks, we doubled the conversion rate. In this industry, a 2x lift in conversion leads to a massive surge in organic profit. Furthermore, these SEO-driven improvements boosted performance across all other channels, including affiliate traffic, Google Ads, and social media ads on Instagram and Facebook.
I always tell business owners that SEO is a rising tide that lifts all boats. Even if it isn’t your primary traffic source, a skilled SEO strategist can optimize your platform so that every other marketing channel performs more efficiently. This is just one of many examples where user-centric design and SEO synergy delivered a measurable impact on the bottom line.
Extending that to content, how do you architect a content hub or service page to satisfy both human intent and AEO, and what is one element most teams overlook?
Designing a page architecture that satisfies both human intent and AI algorithms begins with a rigorous analysis of direct competitors and market leaders within a specific geography. By identifying the most effective functional blocks from the best players in the niche and integrating them into a single structure, we create a foundation that is inherently superior to the competition from day one. However, high-level SEO requires looking beyond your own backyard; we often draw inspiration from other regions or entirely different industries. This requires a level of professional intuition and “vision” that AI cannot yet replicate, allowing us to build sites that are several steps ahead, positioning our clients as leaders even if they are just entering a market.
The one element most teams overlook is the fundamental shift from simply targeting keywords to managing semantic entities. Many practitioners are still stuck in the era of word counts and keyword density, whereas modern success requires identifying core meanings. These insights aren’t found just in Google Keyword Planner; they are discovered through qualitative data, such as customer interviews, target audience research, and analyzing call transcripts. This is a continuous process of refining the brand’s image in the eyes of both neural networks and search engines. A leader doesn’t wait to be overtaken; they constantly evolve their platform to capture these emerging shifts in user intent.
In this environment, the fundamental pillars of SEO remain as relevant as ever. Broad site architecture, conversion-focused layout blocks, and a “hand-holding” user experience—where the visitor is guided through the funnel via strategic CTA blocks—are now considered the baseline. We simply layer new complexities, such as AI-readiness and entity optimization, on top of these proven foundations. While AI and automation help streamline some tasks, the overall complexity of managing a competent, high-performance strategy continues to drive the value and cost of expert teams. Ultimately, our goal is to ensure that both the human user and the AI model find exactly what they need without having to guess your brand’s authority.
On authority building, what is your step-by-step process for creating “partner ratings” or Top-3 selections that reliably earn high-quality mentions and citations instead of traditional link swaps?
For almost any business, a high-impact growth lever is comparing yourself publicly against your competitors. However, this must be handled with precision to navigate potential legal and economic risks. In the current landscape, these “partner ratings” and Top-3 selections serve as a primary touchpoint for influencing how neural networks perceive your brand. The value isn’t just in the ranking itself; it’s the fact that being positioned alongside established competitors elevates your brand’s authority and increases your overall citation and mention frequency.
In modern SEO, traditional backlinks aren’t always the goal. Simple brand mentions on high-trust platforms—the “gold, silver, and bronze” databases that AI models use for training—are often more effective for AEO. When creating these ratings, the priority is not necessarily to be in the number one spot, but to ensure the comparison is objectively framed. We don’t aim to simply praise our own brand or disparage others; we provide a balanced, honest assessment. This objectivity makes the content more resilient and trustworthy to both users and algorithms.
These ratings only move the needle when they are hosted on topically relevant, authoritative platforms that are fully indexed. If the content isn’t in the index or the LLM’s training set, it carries no weight. While traditional link or mention swaps between authoritative sites still work as a way to amplify power, they should never be your sole strategy. Our philosophy is built on maximum diversity and natural acquisition.
While a competitor might see a short-term spike using aggressive tactics, our approach is designed for the long game. We view SEO as a marathon, though we execute it with the speed of a sprinter. By combining these authority-building tactics into a cohesive, diversified strategy, we ensure that the brand doesn’t just win a single “sprint,” but dominates the entire race. No single factor works in isolation; success comes from the synergy of the entire complex.
Since Featured connects experts with publishers, how do you turn a single earned-media placement into compounding SEO visibility and LLM citations across your site, socials, and outreach?
The core philosophy here is to prioritize quality over quantity. Every earned placement or quote deserves maximum attention, and the goal is to become an indispensable resource for the journalist. From a journalist’s perspective, having a reliable expert who provides high-quality insights simplifies their entire workflow. By building that trust, you move beyond a one-off transaction and create a relationship where you become their first point of contact for future stories, often leading to even more valuable opportunities.
For an expert, this means you shouldn’t be stingy with your citations or the distribution of your information. While your Featured profile lists your credentials and social links, it is equally vital to create a dedicated “Media Appearances” or “Press” page on your own website. By linking back to the articles where you are quoted, you create a reciprocal value loop. You aren’t just receiving authority from the publisher; you are also helping to drive traffic and visibility to their platform, making the partnership mutually beneficial.
The key is to focus on deep expertise. Don’t provide superficial answers just to hit a quota in areas where your knowledge is thin. When you consistently deliver high-value insights, you build a reputation for trust and authority within your specific niche. This approach ensures that you aren’t just gaining a backlink, but are actively being woven into the knowledge base of the industry. In the long run, this signals to both search engines and AI models that your brand is the definitive source to cite, turning a single mention into a compounding asset for your digital presence.
From a tooling standpoint, what custom workflow—such as your sitemap-to-AI pipeline—most improved your speed to counter competitors, and what measurable impact did it have?
Gemini said
The effectiveness of a marketing agency or a dedicated specialist depends entirely on their ability to stay ahead of the curve. You cannot rely on checklists that haven’t changed in a decade; you have to move continuously. For my team, the primary engine of growth has been the aggressive automation of routine tasks and the integration of AI into our core workflows. This isn’t about doing less work—it’s about reallocating that time to strategic and tactical planning that actually moves the needle.
Our infrastructure is built on continuous technical monitoring. We track site health with five-minute pings and funnel data into custom Looker Studio dashboards. This allows us to see the technical state of a project every single day, tracking historical changes in page count and site structure so we know exactly when a shift occurs. We complement this with automated competitor tracking, using the full power of API integrations from tools like Semrush and Ahrefs to handle notifications and reporting. By moving away from manual Excel sheets and automating the “busy work,” we free up our bandwidth for high-priority, creative tasks.
This technical agility is what defines us as a new generation of marketers. Our competitive edge doesn’t just come from years of experience, but from our flexibility and our comfort with adopting emerging technologies and neural networks. This approach has a measurable impact on speed to market; we can react to a competitor’s move or a search engine update in hours rather than weeks. By being more adaptive and technologically integrated, we provide a level of project development that traditional, more rigid teams simply cannot match.
To close, what counterintuitive move or hard-earned lesson has most improved your ability as a Founder to scale organic traffic, and what would you advise a team to do differently tomorrow?
I face counterintuitive and challenging lessons every day, primarily because I operate at the intersection of two identities: the marketer and the entrepreneur. As a marketer, I understand strategy and how to drive results; but as a founder, my hardest-earned lesson has been learning the art of delegation and human investment.
The most counterintuitive step I’ve taken is realizing that a leader’s job isn’t to extract the maximum amount of labor for a paycheck. Instead, your goal should be to create an environment where you give more to your people than they give to you. When you focus on developing your team and providing genuine support, the right people will naturally give 200% in return. You shouldn’t be the “boss” at the top of the pyramid; you should be the person creating the conditions for everyone else to thrive.
Another vital lesson is the necessity of letting go. Because of my background, there are tasks I might technically perform better than a junior team member in the short term. However, scaling requires trust. I’ve learned not to cling to tasks just because I have more experience. You have to trust your team to take the lead, and you have to be there to support them if things don’t go perfectly.
My advice to any team starting tomorrow is simple: believe in your people, believe in the businesses you are growing, and truly love the craft you are practicing. We have a deep passion for what we do, and that love is reflected in every action we take—including the insights shared in this interview.
Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?
I want to express my gratitude for this opportunity. I am always passionate about sharing knowledge and contributing to the growth of our industry. My goal is to see the myths surrounding SEO dissolve and be replaced by a foundation of verified facts and proven methodologies.
I am a firm believer in rigorous testing, research, and radical transparency—both in communication and in the work itself. Thank you again for the conversation; it’s been a privilege to share my perspective.