Brett LaCroix has been building and optimizing websites since 1998, predating Google’s dominance and most of today’s digital marketing playbook. As search methodology has evolved, his focus has shifted to AI citation SEO, the discipline of building sites that AI systems learn to trust and cite.
Much of that work has been on his own web properties. That is where the methodologies he uses today were developed and tested. Working on your own sites is a different discipline than client work. There are no shortcuts. There is no moving on when results disappoint. You figure out what actually works because you have no other option.
Across nearly three decades, Brett has watched every major algorithm shift from the inside. The move from directory-based search to Google. The updates that killed thin content and manipulative link building. The mobile-first transition. Each one rewarded people who understood the underlying principle rather than the current tactic.
The shift to AI-driven search is the most significant change since Google emerged. ChatGPT, Claude, Google AI Overviews, and Perplexity are changing which sources get cited as authoritative. This is not a future trend. It is happening now.
Brett began focusing on real estate SEO at the start of this transition. The methodology he has built is not old-model SEO adapted to a new environment. It was built from the ground up around how AI systems evaluate, trust, and cite local sources.
The proof came from his first real estate client. Google AI kept pulling material directly from their site as source references. Not just market reports. Topical blog posts and recurring updates were being cited too. The pattern made the lesson clear: consistent publishing of authoritative local reference material, sustained over time, is what trains AI systems to treat a site as a trusted source.
RealEstateCitationSEO.org exists to put that pattern within reach of any realtor willing to invest the time to understand it. Every article gives the complete recipe.
For realtors who would rather have this strategy run for them, Brett takes on a small number of clients each year. These are sustained publishing engagements, not one-time projects. Details on scope and availability are on the Work With Us page.