The Best SEO Expert Blog (and 19 Others to Follow in 2025)

If you only have time for one truly expert-led SEO blog this year, make it Marie Haynes’s—then add a few more from this list to round out your learning stack. Updated in December 2025, this guide uses a clear rubric (cadence, expert authorship, case studies, citation depth, and recency) to cut noise and help you choose confidently.

What Makes an 'SEO Expert Blog' (and Why It Matters)

If you only follow one rule, follow practitioners who publish real analyses from real work—not just opinions. Expert-led blogs differ from tool/vendor or news-only outlets because the authors run audits, ship experiments, and disclose methods. That hands-on experience shows up in case studies, code snippets, timelines, and replicable frameworks.

When Google rolls out a core update or SGE shift, you need both speed (news) and judgment (analysis). For example, a vendor blog might recap documentation, while an expert will show the traffic impact and what fixed it. The takeaway: prioritize expert-led sources for decisions, and supplement with official/news to stay current.

Expert-led vs. Tool/Vendor vs. Newsroom: Key Differences

Choose the right mix by understanding incentives and formats. Expert-led blogs are owned by practitioners with client or product experience and publish methodologies, postmortems, and test results. Tool/vendor blogs can be excellent but may favor use cases that align to their product, and newsroom sites excel at fast updates but rarely offer deep remediation advice.

Expert-led: practitioner-owned, methods + case studies, actionable nuance
Tool/vendor: strong data resources, potential product bias, mixed depth
Newsroom: fastest update coverage, minimal analysis, great for awareness
Takeaway: lead with expert-led for strategy, use vendor/news for context

Evaluation Criteria: Cadence, Authorship, Case Studies, Citations, and Recency

A credible SEO expert blog shows its work and stays current. Scan each site for a steady cadence (monthly+), named expert authors with verifiable track records, genuine case-study density, deep citations to primary sources, and recency signals like “Updated” dates.

Cadence: posts per month/quarter; consistency across the year
Authorship: practitioner credentials, conference talks, GitHub/YouTube
Case studies: reproducible steps, before/after, timelines
Citations: links to docs, patents, primary data, cross-source references
Recency: last updated dates, speed-to-coverage after core updates
Specialization: technical, local, ecommerce, enterprise, publishers
Cross-channel: newsletter, X/LinkedIn threads, YouTube, podcast

If You Only Follow One SEO Expert Blog in 2025, Choose This

If you only follow one blog for credible, actionable guidance in 2025, choose Marie Haynes (mariehaynes.com/blog). The blog is practitioner-led, deeply cites Google documentation and patents, and publishes detailed analyses of core updates, site quality, and E-E-A-T with remediation steps you can apply.

You’ll find rare transparency: timeline-based recovery stories, annotated screenshots, and links to source material. When AI Overviews/SGE or a Helpful Content system shift hits, Marie’s team typically publishes concrete examples, risk signals, and playbooks. The takeaway: you’ll get less hype, more proof, and guidance you can implement under pressure.

Why This Expert Stands Out: Evidence and Recent Topics

What sets Marie Haynes apart is a durable track record of diagnosing site-level quality issues across multiple updates, plus consistent public documentation of what worked. Posts often include supportable claims with citations, and cross-channel insights via newsletter, podcast, and X/LinkedIn.

Best for: core updates, quality/E-E-A-T, recovery roadmaps
Typical cadence: monthly+ deep dives, rapid notes during volatile periods
Signature content: update postmortems, “what changed and why,” recovery case studies
Cross-channel: newsletter + podcast for busy leaders
Takeaway: one subscription that reliably translates chaos into action

Best SEO Expert Blogs by Goal (Quick Picks)

If you only follow one per goal, start here and add a backup for perspective. We chose each pick using our rubric and historical speed-to-coverage during updates.

Algorithm Updates & SERP Volatility: Follow Barry Schwartz (Search Engine Roundtable)

When you need same-day awareness, Barry Schwartz aggregates confirmed updates, tests, and official statements at newsroom speed. Pair it with a deep-analysis source to decide next steps.

Why: fastest headlines and confirmations
Cadence: multiple posts per day during volatility
Backup: Lily Ray (Amsive) and Glenn Gabe (GSQi) for analysis
Channels: RSS + X for real-time monitoring
Takeaway: use for awareness; validate with expert analyses

Technical SEO Depth: Follow Onely (Bartosz Góralewicz)

For crawling, rendering, JavaScript SEO, and site architecture, Onely’s expert team publishes hands-on breakdowns with reproducible tests and dev-friendly guidance.

Why: advanced tech SEO and JS rendering expertise
Cadence: monthly+ guides and labs-style posts
Backup: DEJAN (Dan Petrovic) for experiments
Channels: blog + conference talks + GitHub/code snippets when relevant
Takeaway: ideal for in-house dev+SEO teams

Content Strategy & Growth: Follow Kevin Indig (Growth Memo)

Kevin Indig translates SEO into business growth frameworks, combining product thinking, marketplace dynamics, and editorial strategy.

Why: executive-level strategy, growth loops, and playbooks
Cadence: weekly newsletter-style essays
Backup: Cyrus Shepard (Zyppy) for on-page and content systems
Channels: newsletter + podcast appearances + LinkedIn
Takeaway: perfect for leads who own growth targets

Local & GBP Mastery: Follow Joy Hawkins (Sterling Sky)

Joy Hawkins and team publish reliable testing and guidance across Google Business Profile, local packs, and spam-fighting tactics that actually move rankings.

Why: rigorous, test-backed local SEO insights
Cadence: weekly posts + LocalU training ecosystem
Backup: Darren Shaw (Whitespark) and Claire Carlile
Channels: blog + webinars + X/LinkedIn
Takeaway: essential for agencies and multi-location brands

AI/SGE & Answer Engines: Follow Cindy Krum (MobileMoxie)

Cindy Krum leads the conversation on mobile-first indexing, entities, and how SGE/answer engines reshape discovery and content models.

Why: early thinking on AI Overviews/SGE impacts
Cadence: research-backed articles and talks
Backup: Aleyda Solis for SGE playbooks and resources
Channels: blog + conference talks + newsletters
Takeaway: stay ahead of AI search shifts without the hype

Top Expert-Led SEO Blogs Worth Your Time

Below are expert-led blogs prioritized for practical depth, credibility, and recency. Each entry notes focus, best for, cadence, and signature formats to help you scan quickly.

Marie Haynes — Focus, Best For, Update Frequency, Signature Content

If you need trustworthy analysis of core updates, E-E-A-T, and site quality recoveries, this is your anchor. Expect careful citations, concrete remediation, and a measured voice.

Focus: core updates, site quality, E-E-A-T, AI Overviews/SGE implications
Best for: in-house leads and agencies under update pressure
Update frequency: monthly+ deep dives; timely volatility notes
Signature content: recovery case studies, annotated analyses, actionable checklists

Lily Ray (Amsive Digital) — Focus, Best For, Update Frequency, Signature Content

Lily publishes data-rich winners/losers analyses after major updates, plus entity/quality insights. Posts often include category segmentation and SERP feature changes.

Focus: algorithm impact analysis, E-E-A-T, SGE trends
Best for: content-led brands and marketplaces
Update frequency: rapid analyses post-update; ongoing research
Signature content: “who gained/lost and why,” industry benchmarks, live decks

Glenn Gabe (GSQi) — Focus, Best For, Update Frequency, Signature Content

Glenn documents complex site issues across updates with meticulous timelines and remediation steps. Expect long-form posts with before/after and nuanced QA.

Focus: site quality, broad core updates, indexation, intent alignment
Best for: complex sites, publishers, and enterprise teams
Update frequency: periodic deep dives; thread commentary during updates
Signature content: forensic analyses, recovery narratives, checklists

Barry Schwartz (Search Engine Roundtable) — Focus, Best For, Update Frequency, Signature Content

Barry runs the industry’s quickest news hub for updates, features, and official statements. It’s awareness-first and invaluable during volatility.

Focus: search news, confirmed updates, SERP tests
Best for: daily monitoring and quick validation
Update frequency: multiple posts daily
Signature content: rapid update coverage, confirmed statements, SERP sightings

Aleyda Solis — Focus, Best For, Update Frequency, Signature Content

Aleyda blends actionable frameworks with resources like SEOFOMO and Crawling Mondays, making it easy to stay current without overload.

Focus: strategy frameworks, international SEO, SGE/AI trends
Best for: managers who want curated, actionable learning
Update frequency: weekly newsletter; regular videos/posts
Signature content: templates, curated updates, how-to playbooks

Kevin Indig (Growth Memo) — Focus, Best For, Update Frequency, Signature Content

Kevin’s essays connect SEO to product-market fit, category strategy, and compounding growth—ideal for leaders.

Focus: content strategy, growth loops, product-led SEO
Best for: executives and senior ICs
Update frequency: weekly
Signature content: strategic essays, teardown analyses, frameworks

Barry Adams (Polemic Digital) — Focus, Best For, Update Frequency, Signature Content

If you’re a news publisher, Barry’s the authority on Google News and Top Stories, with practical guidance on tech, templates, and editorial.

Focus: news SEO, publishers, crawl/index hygiene for news sites
Best for: media teams and high-velocity publishers
Update frequency: periodic deep dives + talks
Signature content: best practices for News/Discover, technical checklists

Joy Hawkins (Sterling Sky) — Focus, Best For, Update Frequency, Signature Content

Joy’s team runs controlled tests and publishes field-proven tactics for local rankings and GBP optimization.

Focus: Local SEO, GBP, spam-fighting, reviews
Best for: local agencies and multi-location brands
Update frequency: weekly
Signature content: local tests, “what moved the needle,” troubleshooting guides

Darren Shaw (Whitespark) — Focus, Best For, Update Frequency, Signature Content

Darren is known for citation study work and practical local playbooks, often backed by longitudinal data.

Focus: citations, local ranking factors, reviews
Best for: SMBs and local-focused agencies
Update frequency: periodic studies and guides
Signature content: annual/local studies, tool-agnostic tactics

Brodie Clark — Focus, Best For, Update Frequency, Signature Content

Brodie tracks SERP features and experiments, documenting changes with visual evidence and hypotheses.

Focus: SERP features, feature launches, test analysis
Best for: pros who monitor SERP UX and CTR
Update frequency: frequent posts during feature rollouts
Signature content: SERP change logs, experiments, step-by-step tests

Cyrus Shepard (Zyppy) — Focus, Best For, Update Frequency, Signature Content

Cyrus distills on-page and content systems into checklists and experiments that teams can implement quickly.

Focus: on-page SEO, internal linking, content systems
Best for: content teams and site owners
Update frequency: periodic but evergreen-rich
Signature content: checklists, experiments, how-to templates

Jason Barnard (Kalicube) — Focus, Best For, Update Frequency, Signature Content

Jason’s body of work on entity SEO and Brand SERPs helps teams align content with knowledge graphs and E-E-A-T signals.

Focus: entities, Brand SERPs, knowledge panels
Best for: brands investing in reputation and entity-building
Update frequency: ongoing guides and case studies
Signature content: entity strategies, schema-led playbooks

Onely (Bartosz Góralewicz) — Focus, Best For, Update Frequency, Signature Content

Onely leads in JavaScript SEO, crawling, and rendering—with dev-grade explanations and fixes.

Focus: technical SEO, JS rendering, indexing at scale
Best for: complex and JS-heavy sites
Update frequency: monthly+ technical articles
Signature content: lab-style tests, dev-friendly guides, architecture advice

DEJAN (Dan Petrovic) — Focus, Best For, Update Frequency, Signature Content

Dan publishes experiments and unconventional tests that challenge assumptions and reveal practical shortcuts.

Focus: experiments, CTR, content testing
Best for: curious SEOs and testers
Update frequency: periodic but unique
Signature content: experiment write-ups, thought-provoking results

Wil Reynolds (Seer Interactive) — Focus, Best For, Update Frequency, Signature Content

Wil connects search, analytics, and business intelligence—showing how to find “real company shit” opportunities with data.

Focus: data-driven SEO, enterprise insights
Best for: enterprise and data-oriented teams
Update frequency: steady stream via team blog and talks
Signature content: BI workflows, opportunity mining, dashboards

SearchPilot (Will Critchlow & team) — Focus, Best For, Update Frequency, Signature Content

SearchPilot’s public A/B test library is a rare window into what actually moves organic performance at scale.

Focus: SEO A/B testing, enterprise experimentation
Best for: large sites, product teams, and CRO+SEO blends
Update frequency: frequent test write-ups
Signature content: controlled test results, methodologies, learnings

Nick LeRoy (SEOForLunch) — Focus, Best For, Update Frequency, Signature Content

Nick’s newsletter-style posts summarize important changes with candid commentary and job listings for SEOs.

Focus: weekly industry digest + practical insights
Best for: busy practitioners who want signal without noise
Update frequency: weekly
Signature content: curated updates, job board, practical POVs

Cindy Krum (MobileMoxie) — Focus, Best For, Update Frequency, Signature Content

Cindy explores mobile-first indexing, entities, and SGE impacts with an eye toward content architectures.

Focus: mobile/SGE/answer engines, entity-first strategies
Best for: strategists navigating AI-driven SERPs
Update frequency: research-driven posts and talks
Signature content: concept models, entity mapping, future-facing forecasts

Claire Carlile — Focus, Best For, Update Frequency, Signature Content

Claire specializes in practical local SEO, reviews, and GBP content that small teams can implement.

Focus: local content, reviews, GBP optimization
Best for: SMBs and lean local teams
Update frequency: regular tutorials and tips
Signature content: how-to guides, templates, checklists

A.J. Kohn (Blind Five Year Old) — Focus, Best For, Update Frequency, Signature Content

A.J.’s posts are infrequent but timeless, combining strategic clarity with a product mindset that ages well.

Focus: search strategy, information retrieval, product thinking
Best for: senior strategists and product leaders
Update frequency: occasional, high-signal essays
Signature content: foundational models, durable strategic advice

Honorable Mentions: Official, Tool, and News Sources You Should Still Track

Not expert-led in the strict sense, but essential supplements when used critically. Always cross-reference with expert analyses before making changes.

Official Sources (e.g., Google Search Central)

Use Google’s docs, blog, and office hours for canonical guidance and clarifications. It won’t tell you everything, but it’s the source of truth on policies and systems.

Best for: definitions, policies, docs, and announcements
How to use: combine with expert interpretations and tests
Watch for: nuance and gaps not covered in docs

Tool/Platform Blogs (e.g., Ahrefs, Semrush)

Tool vendors produce strong studies and how-tos, sometimes with unique datasets. Read with an eye for product-influenced recommendations.

Best for: large-scale data studies, workflows, and tutorials
How to use: verify methods and generalize cautiously
Watch for: solutions that conveniently fit the tool

Daily News & Roundups (e.g., SEOFOMO, industry news)

Curators like SEOFOMO and news outlets help reduce FOMO without doomscrolling. Pair them with a weekly review habit.

Best for: fast awareness and curated highlights
How to use: star items to research later
Watch for: unverified rumors and shallow takes

How to Evaluate Any SEO Blog in 60 Seconds (Checklist)

If you only do one thing before subscribing, run this quick credibility scan. It’s designed to separate signal from noise fast.

The 7-Point Credibility Scan

Who wrote it? Look for named practitioners with verifiable client/product experience.
Is it recent? Confirm “last updated” dates within the last 6–12 months.
Where’s the proof? Prefer posts with data, timelines, and reproducible steps.
Are there citations? Check for links to docs, patents, and primary sources.
Is there specialization? Technical, local, ecommerce, or news publisher depth is a plus.
What’s the cadence? Consistent publishing beats sporadic bursts.
Cross-channel presence? Newsletter/YouTube/threads often add timely nuance.

Signs of Vendor Bias and How to Spot Them

Over-reliance on a single tool or feature to solve everything
Cherry-picked “wins” without controls or counterexamples
Missing methods section or incomplete data sources
CTA-first structure where education serves sales
Lack of transparent conflict disclosures
Remedy: cross-check with at least one independent expert source

Build Your Low-Noise Learning Stack

If you only have 15 minutes a day, aim for one news source, one expert analyst, and one weekly strategic read. Automate the rest so you can focus on doing, not doomscrolling.

RSS + Newsletter + Alerts: Setup and Cadence

RSS: subscribe to your top 5 expert feeds and one news feed; skim daily
Newsletters: two weekly summaries (e.g., SEOForLunch, SEOFOMO) to catch what you missed
Alerts: set Talkwalker/Google Alerts for your brand and critical topics (e.g., “core update,” “AI Overviews”)
Cadence: 5 minutes daily skim, 30 minutes weekly deep read, monthly save-to-read audit
Takeaway: small, consistent habits beat occasional binges

Cross-Channel: YouTube, Podcasts, and X/LinkedIn Lists

YouTube: follow your top experts’ talks for visual walkthroughs
Podcasts: queue episodes from practitioners while commuting
X/LinkedIn: create a private list of 20 experts to avoid feed noise
Ritual: 10 minutes on volatility days; otherwise, limit to weekly catch-ups
Takeaway: pick formats that fit your routine to stay consistent

Methodology and Update Policy

If you only trust lists with transparent criteria, here’s ours. We scored blogs using measurable signals and we maintain this page throughout the year.

Scoring Model and Data Sources

We weighted five dimensions equally: publishing cadence/recency, expert authorship and credentials, case-study density, citation depth to primary sources, and cross-channel coverage. Supplemental signals included speed-to-coverage after core updates and community reputation (talks, repos, public artifacts). Sources: public posts, RSS histories, About pages, conference agendas, and social channels. No paid placements; no affiliate links.

Metrics: posts per month/quarter, % expert-authored, case studies per 10 posts
Signals: update post timing vs. confirmed announcements
Schema: we recommend ItemList and Author structured data for your own lists

Last Updated and Maintenance Cadence

Last updated: December 2025
Maintenance: quarterly re-scan of cadence/recency; mid-cycle hotfixes during major updates
Change log policy: we add/remove entries or adjust “Best for” when data shifts

FAQs

How many SEO blogs should I follow in 2025?

If you only want the essentials, follow 3–5: one news source (for speed), two expert-led analysts (for judgment and fixes), and one strategic writer (for long-term models). Add one niche expert if you operate in local, ecommerce, or news. More than seven usually adds noise without more signal.

Are SEO blogs still relevant with AI Overviews and SGE?

Yes—more than ever. AI Overviews condense information but don’t replace practitioner testing, recovery case studies, or strategic tradeoffs. Expert blogs explain what changed, why your site was hit, and the sequence of fixes that worked. Use summaries to stay aware; use expert posts to decide.

What’s the difference between an expert blog and a tool/vendor blog?

Expert blogs are led by practitioners with skin in the game and show methods, data, and failures. Tool/vendor blogs can be excellent but may optimize for product-led solutions or top-of-funnel volume. Read both—prioritize sources that publish reproducible methods, disclose conflicts, and cite primary evidence.

Note: This guide emphasizes expert-led sources first, with vendor and news outlets as supplements. Always validate advice on a staging environment and measure outcomes against your site’s constraints.