Not another 'guru'. Just 20 years of logs.
I am Shmul (Shmulik Dorinbaum). 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.
Sites I have built and ranked
I do not just advise. I build and rank my own sites, and the method is always the same: narrow the focus, then split the content by type. Here is the exact content mix I use, and two of my own sites that prove it.
MY CONTENT MIX
The 80 / 15 / 5 rule
The split I build content sites on: 80% pure information, 15% reviews and recommendations, 5% everything else. Most sites invert it, they lead with reviews and affiliate pages, then wonder why they never earn trust or rankings. Information first is what earns the right to recommend anything.
CASE STUDY, MY OWN SITE
iBorderTerrier.com, a whole site about one dog breed
Instead of building another broad "dogs" site to fight a thousand competitors, I narrowed all the way down to a single breed, the Border Terrier, and covered it completely. The content followed the 80/15/5 mix: informational guides as the backbone, a tight set of "best X for a Border Terrier" review pages for monetization, and little else. This is the actual page structure:
INFORMATION, THE BACKBONE (80%)
- arrow_rightBorder Terrier puppies
- arrow_rightTypes of terrier dogs
- arrow_rightHow to groom a Border Terrier
- arrow_rightBorder Terrier lifespan
- arrow_rightDoes a Border Terrier shed
REVIEWS, THE MONEY PAGES (15%)
- arrow_rightBest Border Terrier foods
- arrow_rightBest Border Terrier puppy foods
- arrow_rightBest harness for a Border Terrier
- arrow_rightBest brush for a Border Terrier
- arrow_rightBest Border Terrier training books
The takeaway
Depth on one entity beats shallow breadth across many. A tightly focused site earns topical authority a broad one never can.
CASE STUDY, MY OWN SITE
mybowlingday.com, one page ranking for 186 keywords
On my bowling information site, a single article ("how much does a bowling ball weigh") ranks for 186 different keyword variations at once. The numbers are modest, positions in the single digits to high teens and a handful of visits per query, and that is exactly the point. One well-scoped page that matches a single intent quietly owns an entire cluster of related searches:
| Keyword | Volume | Position | Visits |
|---|---|---|---|
| how heavy are bowling balls | 500 | 9 | 16 |
| how much does a bowling ball weigh | 800 | 6 | 13 |
| how heavy bowling ball | 500 | 11 | 10 |
| bowling ball weight in kg | 50 | 4 | 5 |
| average weight of a bowling ball | 70 | 6 | 4 |
| average bowling ball weight | 300 | 8 | 4 |
| how much does a bowling ball weigh in kilograms | 30 | 4 | 3 |
| how much does an average bowling ball weigh | 30 | 4 | 3 |
| how much does the average bowling ball weigh | 40 | 6 | 3 |
| how many pounds is a bowling ball | 40 | 6 | 3 |
| how much does bowling ball weigh | 30 | 6 | 2 |
| how heavy is a bowling ball | 600 | 11 | 2 |
| size bowling ball | 500 | 18 | 2 |
| size of a bowling ball | 500 | 18 | 2 |
| average weight of bowling ball | 40 | 7 | 2 |
One URL: mybowlingday.com/how-much-does-a-bowling-ball-weigh. 15 of 186 keywords shown. Ahrefs snapshot, March 2023.
The takeaway
Do not build a page per keyword. Build one page per intent, cover it completely, and it ranks for the whole family of queries around it.
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.