Not another 'guru'. Just 20 years of logs.
I am Shmul (Samuel Dorenbaum). I have spent two decades measuring what actually moves search, and now I help brands win the same way in the AI era.
I started in search when Google was still young and most of the industry was guessing. I never liked guessing. I liked logs, experiments, and the boring discipline of measuring whether a change actually did anything. That is the whole job, and most people skip it.
Over 20 years I have worked across big consumer brands and lean teams alike, on sites like Duty Free Israel, Isrotel and Wix. Different stacks, different stakes, same physics. The brands that win are the ones that treat search as a system to be measured, not a slot machine to be fed.
I have also trained more than 1,200 marketers and spoken at 50-plus conferences and workshops. Teaching keeps me honest. If you cannot explain why a tactic works, you probably do not know, and neither does the person selling it to you.
Now generative AI is rewriting discovery. People ask ChatGPT, Perplexity and Google's AI Overviews instead of scrolling ten blue links. The brands that get cited inside those answers win. The ones that do not, quietly disappear. So I built the Playbook around both games at once: classic SEO and GEO, Generative Engine Optimization.
20
Years
1,200+
Trained
50+
Talks
How I work
Measure first
No opinions until the data is in. Baseline, instrument, then decide. Otherwise you are just decorating.
Find the 20 percent
Most of the result comes from a few moves. I find the ones that matter for your site and ignore the busywork.
Build for both
Every recommendation works for Google and for AI search. One body of work, two channels winning.
Want a second opinion that does not sell you more?
That is what I do. Tell me where you are and where you want to be.