About Me

Thanks for visiting my website. I’m an SEO leader and technical builder focused on how search is evolving in the age of large language models (LLMs). My work sits at the intersection of traditional search, AI retrieval, structured publishing and intent, and measurable experimentation.

I currently serve as an SEO Manager at PGIM, where I work on enterprise-scale search strategy, technical migrations, site architecture, and performance measurement. My approach is grounded in data — I care less about opinions and more about what logs, crawl behavior, and structured experiments reveal.

Outside of my day job, I build and document systems that explore how search and AI intersect. This site — paulscolnick.com — serves as a public lab where I publish notes on:

• AI search and generative engines
• GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization)
• LLM citation behavior
• Conversion optimization in AI-driven traffic
• Structured content systems

What I Build

I enjoy building data-backed publishing systems rather than static content sites, although my vision for this website is static-based. My projects often combine:

• Next.js
• PostgreSQL / Neon
• Vercel
• Cloudflare
• Logging pipelines
• Analytics workflows and data warehousing concepts

I recently began a dynamic-based project that will leverage employment data for every US company and save all data in a structured database. Dashboards will be designed to make industry and sector level trends measurable and transparent.

I am particularly interested in measuring:

• When and why LLMs cite specific sources
• How structured content influences AI retrieval
• How query fan-out behavior impacts visibility
• Whether AI traffic converts differently than traditional search traffic

Background

Current age: calculating…

I was born and raised in New Jersey and studied at Hofstra University. My professional path has centered on digital strategy, technical SEO, and enterprise content ecosystems.

I read widely — from classic literature to systems thinking to finance — and track my reading publicly on Goodreads. Books influence how I structure ideas, write, and analyze complex systems.

I also enjoy traveling and documenting the places I’ve visited. Hopefully soon I’ll be able to share those experiences via YouTube.

Thanks for visiting! To learn more about my professional experiences visit resume.