Lily Ray

Lily Ray is a New York based SEO and AI Search executive with 16 years of experience, working with organisations from small businesses to Fortune 50 brands. She is VP of SEO and AI Search at Amsive, helping lead a team of more than 35 search professionals and directing large scale programmes. She also founded Algorythmic, a consultancy helping organisations respond to changes in conventional search and to AI powered experiences. USA Today named her the number one most influential SEO expert in 2022.

Her technical work rests on a detailed understanding of Google ranking systems and search quality. She is best known for her work on EEAT and how it bears on visibility, an area where much of the industry repeats guidance it has not examined. Her experience covers ecommerce and news SEO, and her work on Google Discover addresses a source of organic traffic many sites never account for.

Ray analyses Google algorithm updates closely to establish what a ranking change actually means for a business, connecting technical requirements to the wider signals Google uses to judge content and sites.

Alongside conventional search she works on AI Search, studying how AI powered experiences are altering established practice. She publishes research and presents findings through industry media and at conferences worldwide, including sessions delivered in Spanish. The combination of hands on expertise and strategic leadership is what allows her to advise organisations adapting as both Google Search and AI driven discovery continue to move.