First Principles Thinking
1 / 9Rebuild a tactic from search mechanics.
GEO is SEO until it isn’t.
The basics are the same. But after that, GEO is about agentic protocol integration, entity management, CMS-native markup frameworks and a few others.
I build the products that solve these problems.
About
Jake Labate is a Boston-based SEO consultant who treats search as infrastructure rather than as a campaign.1
He sells engagements scoped as named deliverables, and publishes the nine-discipline methodology those engagements run on.23 He also builds and operates his own software, including a free universal WebMCP connector that makes a page's forms usable by an agent.45
Recent releases include 20 Claude SEO skills on npm.6
Methodology
Nine disciplines that turn advanced SEO into a reasoning system: what to build, what to protect, and what your team runs every week.
Products
I can’t stop building stuff. Send help.
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Flagship Product
SchemaCDN
LiveSchema markup served from the edge, one embed per site
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Flagship Product
WhyTho
LiveDesign decisions recorded against the element they changed
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PageSpeed Sampler
LiveSite-level PageSpeed, sampled across templates
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AuditBuilder
LiveEvery audit finding stored as a structured record
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Open Graph
LiveShare previews built at request time, cached at the edge
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Context Cards
LiveInline definitions that never send a reader away
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Page Share
LiveShare buttons with no third-party scripts and no cookies
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Client Portal
LiveOne permanent address for everything an engagement produced
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AISurface
SoonTracks which brands five AI assistants actually name
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GapFinder
SoonCompetitor content gaps, claim by claim, with the evidence
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Analytics
SoonOne repeatable deep analysis across Search Console and GA4
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BrandWield
SoonBuilds the brand record first, before anything is written
SchemaCDN
Schema markup is slow, expensive and fragile to implement by hand. SchemaCDN replaces page-by-page JSON-LD with a single script tag: the page is read, the data is mapped to schema.org by rules, stored per URL, and delivered at runtime.
Claude SEO Skills
Claude works better with the Skills feature, so I built 20 of them, each a different SEO use case, and made them available for free download. Each Claude SEO Skill defines inputs, guardrails, produced results.
npm install claude-seo-skills- skill-name/
- SKILL.md
- references/
- audit-checks.md
- report-template.md
- scripts/
- fetch_pages.py
- extract_*.py / collect_*.py
- audit_*.py
- md_to_docx.py
- findings_to_csv.py
Agentic AI Web Framework
AI agents don’t only read the web, but interact with it. The WebMCP protocol allows for just this. I built a free, instant, universal WebMCP connector.
WebMCP asks you to hand-annotate every form on every template, and that decays the first time someone ships a redesign. So I built the framework that does it at runtime instead: one script walks the DOM, finds every form, and writes the attributes an agent needs to invoke it as a tool.
<script
defer
src="https://webmcp.schemacdn.com">
</script>Debunking GEO
Ten of the loudest GEO claims, tried against first-party documentation and published research. Most of what gets asserted survives only as plausible.
4
True
Content chunking, data as citation bait, off-site brand mentions, and query fan-outs.
5
Plausible
Schema markup, llms.txt, rendering strategy, markdown mirrors, and AI crawler control in robots.txt.
1
Debunked
Selective content gating, which withholds the exact evidence AI systems need in order to cite you.
Selected Testimonials
A+ technical talent.
The depth of his knowledge is breathtaking.
Jake Labate is a master at his craft.
He went above and beyond for the work he did for me.
He is thorough and pays attention to every detail.
[He] is extremely knowledgeable and tech savvy.
Jake stands out as an expert who seamlessly merges creative design and strategic SEO practices.
He's an excellent mentor and role model.
Jake Labate's marketing services are first rate.
He was very knowledgeable on all facets of online marketing.
Best person I've gone to! Hands down! 10/10 would recommend.
When it comes to SEO, no one bests Jake.
Jake has a strong understanding of the latest search algorithm updates and trends.
You're lowkey teaching me how to communicate, not just telling me everything is fine.
You remind me of someone who will continue to move on and on to better things. Everytime I see you, it makes my day, I don't know why.
You're the first person to tell me ‘why wait’.
Proof
Three engagements, each measured the same way, across 5M+ enterprise pages managed and analyzed.
+44%
Indexing recovered
800k to 1.3M indexed pages on a large auto marketplace, driven by technical-first execution that held long after launch.
+300%
Traffic multiplied
800 to 2,400 monthly visits for an investment-focused client, with the measurement discipline to prove which lever did it.
+14%
SERP CTR from schema
A hotel-industry schema framework that worked well enough to become SchemaCDN.