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[H6] Helping businesses thrive as Search becomes agentic

[H2] Marie Haynes: Agentic Search, AI & Google Algorithm Consultation

Marie Haynes is known as an expert on understanding Google’s Search algorithms. She is a leader in helping the SEO world learn about Google’s AI Overviews, AI Mode, and also upcoming changes as search becomes agentic.
The digital landscape is changing quickly! Marie’s newsletter helps businesses of all sizes stay on top of the AI related changes to Search.
See my services & consulting plans

[H2] Book an AI Strategy Report, Traffic Drop Assessment, or Hire Marie as your AI Strategist and Coach

I strategize with a small number of clients who are working hard to be ahead of the curve as AI changes their industry. We are exploring tools like WebMCP, analyzing how competitors are leveraging AI, and charting a course for their brand’s future.

More about becoming a client

[H5] Google Algorithm Updates
Every Google Update
Learn More

[H5] The Search Bar Community
Join our community of SEOs.
Check it out

[H5] Marie's Newsletter
My free & paid newsletters.
Learn more

Any hunt for answers about Google’s Search algorithms will lead you into the world of SEO experts like Marie Haynes.
[H6] — The Open Secret of Google Search, The Atlantic

[H2] Did you know that every query searched on Google is stored - along with the actions searchers took?

Learn more about Navboost

[H2] Be ahead of the curve by reading Marie's book on the AI systems that determine search rankings!

Many of the things we have traditionally done in the name of SEO are far less important now. Instead of keyword research, we should be focusing on intent research. We learned in the DOJ vs Google trial that their Navboost system, which studies what searchers click on and which sites they engage with is one of the most important drivers of search rankings. Our primary goal should be to create a website that people choose to click on and then go on to be satisfied with.
My book, SEO in the Gemini Era: The Story of How AI Changed Google Search will help you gain an advantage by learning more about how rankings truly work today.
Purchase on Amazon

SEO in the Gemini Era Book and Course

[H2] Who is Marie Haynes?

Dr. Marie Haynes is recognized as a leader in the SEO industry and has 16 years of experience helping businesses of all sizes improve their site quality. She has helped train many of today’s brightest minds in the SEO industry. Marie is known for understanding Google’s rapidly changing search algorithms, especially those that use AI. She was among the first to teach on E-A-T (now E-E-A-T), using the Quality Raters’ Guidelines to improve site quality, and understanding AI driven systems like the Helpful Content System and SpamBrain. Marie has been featured on Search Engine Land, Search Engine Round Table and mentioned in many publications including The Atlantic, Forbes, Entrepreneur and Inc.
Today, she consults with businesses who are aiming to be ahead of the curve as AI changes how Search works. Topics discussed with her clients include:
How to prepare for agentic search including UCP, MCP and WebMCP.
Using AI tools internally including Google’s Antigravity and Anthropic’s Claude Cowork.
How to succeed and measure performance in AI Overviews and AI Mode.
How competitors are using AI.
How to strategize for the future as we experience an exponential curve of progress!

[H2] More resources

[H5] What do we know about the future of Search?
Google CEO Sundar Pichai shared how search is turning agentic. The future is approaching quickly.
Learn More

[H5] E-A-T and SEO
Here’s my guide to understanding E-E-A-T, including what E-A-T is, what Google’s Quality Rater’s guidelines say about it, and my webinar series on the three components of E-A-T: Expertise, Authority and Trust.
Learn More

[H5] Search News You Can Use Podcast
Boy do I love talking about Search and AI! In my podcast I talk about Google’s ranking algorithms, AI changes in Search and about using tools like Antigravity as AI technology advances.
Listen Now

Options for working with Marie Haynes
[H2] AI Strategist & Coach
I strategize with a small number of clients who are working hard to be ahead of the curve as AI changes their industry. We are exploring tools like WebMCP, analyzing how competitors are leveraging AI, and charting a course for their brand’s future.
How to get the best results: This plan works best if there is a dedicated person on your team who acts as my main contact and is ready to become the team’s AI upper lead. They will communicate with me, coordinate team questions, and help direct our strategy.

[H3] Standard Tier
$3,500/mo
Detailed Monthly Google Doc Summary (Insights & tailored team resources)
Quarterly Strategy Call
Ask questions during your call, and I’ll provide my answers in your next report.
Apply for Standard
Most Popular
[H3] Premium Tier
$5,000/mo
Detailed Monthly Google Doc Summary (Insights & tailored team resources)
Monthly Strategy Call
Ask questions and get a reply within 24 to 48 hours.
Apply for Premium

Deep Dive Analysis
[H2] AI Strategy Review
A deep look at where you stand as AI reshapes Search. We’ll look at how AI Overviews are working in your space, who is winning, and I’ll give you strategies to help you do better in AI search. You’ll also get insights into the top upcoming technologies that should be on your radar with what you need to know and what you should be preparing for in regards to agentic search.
View Details & Book ($5,000)

Diagnostic Report
[H2] Traffic Drop Assessment
Have you been impacted by a Google update? I’ve been studying every Google search update since 2011 and will provide my expert thoughts on why your drop occurred and whether recovery is possible.
Assessment of recovery potential as AI changes the landscape
Identifies root causes of recent volatility
Note: This is a documented assessment, not a full recovery plan. Includes no additional consultation.
The goal of this report is to help you decide whether to continue to pursue search as a viable channel.
More information ($2,500)

Community & Insights
[H2] Stay Ahead in Search
Stay ahead of the curve with my latest insights into SEO, AI, and Google’s evolving algorithms. Join my newsletter or become a member of the Search Bar.
SEO & AI News Feed
[H3] Free Search Bar Community
Join the free space in our community to connect with others and get regular updates.
Join for Free
Most Popular
[H3] Search Bar Pro
Join our paid community for AI tips, strategy, and prompts from me, Google Meet brainstorming calls, and conversation with other AI pioneers.
Explore Memberships
[H3] Subscribe to Marie’s Newsletter
Get my latest thoughts and research directly to your inbox.

[H2] QRG Workbook - 2025 Edition

[H3] Workbook $59.99 (or free with Search Bar Pro membership)
Learn More
This is the 3rd edition of Marie’s QRG workbook, originally published in 2018. Hundreds of SEOs and agencies have used the checklists in the first two versions of this book to help improve site quality.
This workbook will guide you through assessing your site in GREAT detail according to the guidance in Google’s Search Quality Evaluator Guidelines.
BUY NOW
or Join the Search Bar Pro Community as the book is in the Learning Hub for free.

[H2] SEO in the Gemini Era: Training resources by Marie Haynes

[H2] Packages
[H3] Book ($30)
Learn more
Multiple AI systems are responsible for ranking results in Google Search. In this book we discuss how Google has learned to use machine learning – from spelling corrections to complex systems where queries and content are embedded in vector spaces.
We have so much to learn about how AI has changed how Google ranks results! I’ll share with you how your purpose is likely so much more than just to make websites rank higher. AI is changing the world, and you are at the forefront!
Google Doc / PDF Book: SEO in the Gemini Era: The Story of how AI Changed Google Search
Includes Workbook: Traffic Drop Diagnosis (Free)
BUY NOW
[H3]
[H3]
[H3] Workbook bundle ($175)
Learn More
While it’s super interesting to understand how the machine learning systems work, we know what they are built to reward!  The systems recommend content that people are likely to want to check out of the Library and find helpful. This workbook will help you analyze search results from a user’s perspective and determine how to use our knowledge of how search works to gain a competitive edge.
Google Doc / PDF Book: SEO in the Gemini Era: The Story of how AI Changed Google Search
Workbook: Traffic Drop Diagnosis
Workbook: Put Yourself in the Shoes of a Searcher

BUY THE WORKBOOK BUNDLE    BUY JUST THE WORKBOOK
[H3]
[H3] Course Bundle ($625)
Learn More
Go deep into learning how Search Works. We will go through exercises to learn about RankBrain, DeepRank and RankEmbed BERT. I’ll try to get you as excited about vector search as I am. And we’ll go through exercises designed to get you thinking about how to win with our knowledge of how Google’s systems value originality, freshness, topicality and most of all, helpfulness.
If you earn money by using a knowledge of how Search works to improve organic search performance then this course is built for you! You’ll also enjoy it if you are just super geeky and want to learn how AI is used to predict what is best to show searchers. The course is packed with exercises, LLM prompts, and ideas to get you thinking about Search from the perspective of your searchers.
If you can understand and explain how Google’s core ranking systems RankBrain, DeepRank and BERT work to rank results, you will have advantages over those optimizing for Google’s traditional pre-AI search algorithms because you know what the systems are working to reward. This course includes many exercises and my specific strategies for developing topical authority, understanding and meeting user intent and becoming known as a provider of fresh content.
You will get access to a Google Docs document which contains the full course.
[H3] The Bundle includes
Book: SEO in the Gemini Era: The Story of how AI Changed Google Search
Workbook: Traffic Drop Diagnosis (Free)
Workbook: Put Yourself in the Shoes of a Searcher
Course: SEO in the Gemini Era
BUY THE COURSE BUNDLE    BUY JUST THE COURSE
[H3] SEOs in the Gemini Era Membership Group ($99/m)
Course members will be given the option to join this group in which we will share our strategies and discuss what is working in this new age of SEO.
Monthly: $99/month or Yearly: $1000/year
Membership in the new SEOs in the Gemini Era Group in the Search Bar
Share about your theories, successes and questions as we learn to do SEO in the Gemini Era
Ask Marie questions about the course material and strategies
Share your successes! We are going to learn together.
Be notified about significant changes or additions to the course content
Be involved as we brainstorm together on using our knowledge of machine learning, Search and business to make money and help others.
You’ll also get:
Search Bar News & AI (public membership group / app to stay up to date on the latest news.)
Marie’s Notes Subscription (access to my weekly Google doc on what’s important to Search and AI)
Monthly Search Bar Pro Group call with Marie to discuss the latest in Search and AI and strategies and opportunities that are working for Search Bar members. It’s recorded if you can’t make it.
You’ll get an invite to purchase once you have purchased the course.
[H3] Traffic Drop Diagnosis Workbook (Free)
This is a free workbook that will help any site owner who has been impacted by a Google update. It has exercises to help you determine whether you’ve been impacted, and more importantly whether you can recover.
This book is included in all bundles. It will also be sent to anyone who has submitted a site for my algo update research.
Learn more
[H3] Or purchase individually
Book: SEO in the Gemini Era: The Story of how AI changed Google Search ($30)
Workbook: Put Yourself in the Shoes of a Searcher ($150)
Course: SEO in the Gemini Era Course / Textbook ($500)
Workbook: Traffic Drop Diagnosis (Free)

[H2] I hope you get as excited learning about how AI drives Search as I am!

Google’s machine learning systems are primarily responsible for rankings today. How does this change how we do SEO today? I called this course SEO in the Gemini Era because I believe we have entered a new era which will require the SEO industry to reshape our understanding and practices. Google’s March 2024 Core update marked an evolution in how they identify the helpfulness of content. It fell on the heels of their announcement of a new machine learning model with a new type of architecture that dramatically enhances performance and also, how much data can be used in machine learning calculations, Gemini 1.5.
I spoke with Jeff Dean, head of AI at Google, and author of the paper on the Mixture of Experts architecture that is referenced in Google’s announcement. He randomly sat next to me during lunch at Google I/O! He confirmed my thought that the breakthroughs with this architecture were as monumental as Google’s development of the Transformer – responsible for the T in ChatGPT and most of the AI technology we use today. These Gemini 1.5 advancements did not just improve Google’s Gemini LLM Chatbot. They also vastly improve Google’s ability to use machine learning models to do more and more computation.
Google’s Elizabeth Tucker shared that there was re-architecture work involved with the March core update as Google changed a lot of core systems and brought in new signals. She said the March 2024 core update was “unprecedented”.
Today’s Google search algorithms use a multitude of signals from around the web to work together in complex ways with one goal in mind – to predict what a searcher is likely to find helpful.
Really, it all comes down to this:
Have webpages that people tend to choose in their Search results
Be among the resources a searcher found helpful
In the summer of 2022, Danny Sullivan from Google reached out and asked if they could share about an upcoming new system – the helpful content system. Although Danny did not share many details, I left that call knowing that the way we do SEO is going to change. Google’s documentation for the helpful content system told us this process of understanding helpfulness was completely automated using a “machine learning model.”
[H2] How machine learning works in Search
Here’s a conversation I had with Alan Kent when he was at Google in which he describes how machine learning works. Watch from 19:00 –  25:00.
He says with machine learning you give it examples of what’s good and what’s bad. You may not know why they are good or bad, but you can list a bunch of the characteristics that are worth considering. Then, machine learning systems try and work out a pattern of behaviours of what people have found more useful. Google’s helpful content guidance is not a list of things the algorithm looks for, but rather, characteristic of what people tend to like. Now that we have learned via the DOJ vs Google trials about Navboost and Google’s use of user engagement signals, so much more of this makes sense!
When Google says we should have original, insightful content that is substantially more valuable than what else exists in Search, they are saying, in Alan’s words, “These are the characteristics that we see in good results.” These are things that users like!
This has been quite the journey for me. I hope you enjoy learning about the AI systems behind Search as much as I do!
Marie

[H2] Search and AI News You Can Use?
The real world strategies and notes I’m sharing with my clients who are at the cutting edge of AI & Search
Newsletter written by me, Marie Haynes, a person (I think).
Published since 2012. Sent approximately every two weeks.
[H3] Read the newsletter
My format has changed! See the previous newsletters.
✨AI Overviews & the Future of Search
✨Antigravity & Claude
✨Agents, MCP & Web MCP
✨Prompts you can use
[H3] Serious about becoming an AI Pioneer? Join the Search Bar Pro community
I would love for you to join us in the Search Bar Pro area! Your $42/m ($480/year) membership includes tips, strategies and prompts from me, community discussion, tutorials and twice monthly Search Bar Happy Hour meetings as we help each other learn and succeed with AI.
[IMG: Search Bar Pro Testimonial]
[IMG: Search Bar Pro Testimonial Jeannie Hill]

[IMG: Marie Haynes]

[H2] About Marie Haynes
Hi ?
I’m Marie Haynes. I really like learning about Google.
I was a veterinarian. I thoroughly loved my job, especially the bits where I got to put together the pieces of a diagnostic puzzle.
In 2008 I found another puzzle to solve that fascinated me: Google Search.
Isn’t it amazing that all of the world’s publicly available information is accessible to us by just tapping our fingers on a keyboard or screen?
I started learning about title tags, keyword research and learned how to get links and created and grew a veterinary advice website and several business websites for family members and friends.
In 2012, the SEO industry was thrown into a state of shock following Google’s release of an algorithmic filter they called Penguin. They started aggressively handing out manual actions to sites that built links at scale at the same time. A forum member asked if I could remove his penalty. I said, “Ah! I’m a veterinarian, not an SEO.” Still, I was up for the challenge. I researched everything Google had said or written about manual actions, and everything I could find online from people who shared about their success.
There’s nothing quite like the dopamine rush of receiving a notification from Google that your manual action has been revoked.
I took on more jobs, and had more success. Many of the sites impacted had questions for me that I could not answer. They wanted to know what to do now? How do you rank on Google Search without breaking their guidelines?
This set me on a quest for answering these questions! As I learned more I offered more consulting and eventually had enough demand to start an agency. We grew to 12, learning constantly and brainstorming with businesses. We had great success with many sites. We developed a process to look at sites in the eyes of everything we knew about Google’s algorithms, find where the site was lacking and then suggest pages and pages of ideas for improvement. We shared our understanding of E-A-T, now E-E-A-T and the rater guidelines, knowing that these are the things Google says their systems are built to replicate and reward.
The more Google’s systems developed, the harder it became to give recovery advice that was something we could implement with SEO. As we compared pages that were winning against the sites we were evaluating, the differences were things that were impossible for our client to improve upon. Google was ranking real world businesses, sites truly known in the world for their topics, and content that really was significantly more helpful over our clients’ pages that once dominated because of their knowledge of SEO.
In 2022, I returned to solo consulting. Two monumental things happened that year. First, someone sent me a link to OpenAI Playground and I marveled that I could ask a computer program to make a poem about John Mueller and Barry Schwartz arguing whether cheese was a ranking factor and it would use a bunch of math to create something really cool. The next was that Google’s Danny Sullivan reached out ask if we could have a call to talk about a new system in search – The Helpful Content System.
The Helpful Content System is a machine learning system.  I realized that I could not explain ranking losses without understanding more about machine learning systems. I spent the next year using my new AI assistants, Chat and Bard, then Gemini and then Gemini 1.5 Pro to help me understand patents and papers and formulate and critique my ideas. Since then I have been working on resources that I hope will help the SEO industry learn more about SEO in the Gemini Era – one where AI systems determine what is shown to searchers.
If I had to explain it in one sentence I’d say this: The helpful content system taught Google how to use the signals on the web in machine learning systems that use math to calculate predictions on what is likely to be helpful.
Today’s Google Search is almost completely run by machine learning systems.
And Search is changing to become agentic – a place where Google gets things done for us rather than just give us information. I have thoroughly enjoyed studying Google’s progress all of these years.
We have so much to learn!
[H3] Mentions
The Atlantic’s article called “The Open Secret of Google Search” says,
Any hunt for answers about Google’s Search algorithms will lead you into the world of SEO experts like Marie Haynes.
It was an honour to be inteviewed by Time.com for an investigative piece.

[H2] Featured Publications & Accomplishments

Dr. Haynes has written for Moz, Search Engine Land and Search Engine Watch advising on manual penalties, Google’s Quality Raters’ Guidelines, E-E-A-T and Google’s algorithms and systems such as the helpful content system. She is also a regular speaker at Pubcon and SMX, two of the largest search engine marketing conferences.
Marie has been recommended in Forbes, the Huffington Post, Inc magazine, and Entrepreneur, and been featured on Search Engine Roundtable, Search Engine Journal, The SEM Post, and WebProNews.
MHC were also the winners of the 2019 Wix SEO Battle, winning $25,000 for ranking highest for the term “Wix SEO”.
Her most popular books right now:
SEO in the Gemini Era
Creating Helpful Content Workbook
Assessing your site in the eyes of Google’s Quality Raters Guidelines
Auditing links and filing a disavow
You can find Marie’s content here:
Twitter / X
Youtube

[H1] Contact Marie
Interested in a site review or hiring me for recurring consulting on AI strategy? Check out my services page.
[H3] For questions about speaking events, podcasts and interviews
After a busy season of speaking, podcast appearances and interviews, I’m now entering a season of work – focusing on building my own AI projects and servicing my clients. I will need to decline any offers for now.
[H3] Problems with newsletter
If you are a paying subscriber who can’t log into newsletter, this should help.

[H3] Contact Marie

@marie_haynes

[IMG: Address]
Marie Haynes Consulting Inc.
P.O. Box 7, Carp, ON