About SERPish
I’m Emily Yetzer. I’ve spent fifteen years in SEO, working in-house and with agencies across technical SEO, content, and search strategy. As search and discovery have changed, so has the work: more surfaces, new technology, and increasingly more overlap between strategy, data, automation, and development.
SERPish is my testing ground for that work. I use it to build things, test ideas, learn new systems, and see how they hold up in the real world. Sometimes that means an SEO experiment. Sometimes it’s building a tool, working with agents, automating a process, or figuring out how to make something I couldn’t build before.
The site itself is part of the experiment. I test on SERPish, in my own work, and where appropriate across the companies and teams I work with. I’m interested in what actually works, what doesn’t, and what changes when an idea moves from theory to implementation.
This is where I share the useful parts: what I’m testing, what I’m learning, the results I can responsibly publish, and tools that started with problems I wanted to solve for myself. Some tools are free, some are paid, but the goal is the same: build, test, learn, and pass along what’s worth keeping.
The tools
Built for my own work, shared here
Most SERPish tools start with something I need: a repetitive task to simplify, a question to investigate, or a process that could work better.
I build them, use them, and keep improving the ones that prove useful. That includes tools for writing, research, analysis, and testing across SEO and AI discovery.
Some tools are free. Others have paid features or subscriptions that support continued development. The aim is the same: make useful tools that earn a place in your work.
THE EXPERIMENTS
What I’m testing and learning
I use SERPish to test content, site structure, AI workflows, automation, and tools. As those experiments develop, I share what I changed, what happened, and what I’d try next.
I also draw on my work with businesses, sharing findings where I have permission. Results come with context and limitations so you can judge what might apply to your own work.
Working together
SEO and AI discovery consulting
I work with teams on specific search problems: a competitor keeps showing up ahead of them, visibility has declined or stalled, important products or services aren’t getting discovered, or AI answers mention the brand but rarely cite its content.
I help figure out what’s happening, where to focus, and what to change or test. Engagements can be focused projects or ongoing strategic support.
I take on a limited number of engagements. Email emily@serpish.com with what you’re trying to solve and where you’re getting stuck.