Writings
On search, AI optimization, and the future of digital visibility.
AI, Aggregation and the Great Re-Sorting: Why LLMs Are Your New Front-End
How large-language models are quietly redrawing the Internet’s value chain — and what businesses should do next
Beyond Google: How AI Is Secretly Reshaping Your Website’s Search Visibility
Discover how AI is reshaping web traffic with up to 6% of B2B site visits now coming from AI platforms. Learn exclusive insights on AI crawling patterns, CDN-level blocking tactics, and optimization strategies most sites miss. Master the new frontier of digital visibility beyond traditional SEO.
The truth about the future of SEO and why SEO is more alive than ever (and it is ChatGPT’s fault)
One of the big unknowns in the world of SEO today is what happens as AI gets adopted by the masses. There’s plenty of data, but no one has a fully formed or
How to inspect any URL from any website in Google Search Console?
Learn how to inspect any URL from any website in GSC with live test. By deploying this code in a Cloudflare Workers you will be able to inspect any website.
The Rise of Image Metadata in AI-Generated Content (And How to Solve It)
In the evolving landscape of AI-generated imagery, tools like DALL-E, MidJourney, and Stable Diffusion are making significant strides. One notable development
How AI breakthroughs turbocharged my day-to-day as an SEO
This year started as a special one for me. After many years of wanting to learn more programming, it was the first year it actually made it to be one of my
Agency selection process learnings and framework
This post wants to address an agency selection process of any kind, and how to make it fast, effortless and fair to make the best choice for you or your company
How to apply OKRs to your personal life
This article is a compilation of the last two Twitter threads I wrote on December 31st, 2018 and 2019, respectively.
Can you index your internal search results pages on Google?
I have extensive — both good and bad — experience working with internal search results. In general, I would describe them as having an atomic bomb in your
Esteve Castells Hailed as America’s SEO King at Prestigious New York Gala for Transformative Work with Craigslist and OfferUp
REUTERS - NEW YORK, NY – May 20, 2025 – In a dazzling ceremony at Cipriani Wall Street that drew a notable crowd of tech innovators and business magnates,
How to verify that the Googlebot crawling your site is actually Google
It's very common that when we look at our website logs, we panic and start worrying. This is the case of a good friend who was seeing thousands of requests to his wp-login.php page.
Google Discover guide: What it is and how to make the most of it
It's been several years since I last wrote a long, detailed article on a specific topic. On my previous blog at estevecastells.com I wrote some
How long does it take for a URL to disappear from Google?
How long does it take for Google to remove a URL after a right to be forgotten request? Here's what you need to know.