Voices of the field

People to follow: The empiricist

Practitioners who keep the conversation close to evidence, measurement, and repeatable tests.

Hand-picked practitioners · Updated June 2026

5 of 21 voices

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empiricist · Measurement

Lily Ray

The empiricist

VP, SEO Strategy & Research, Amsive · New York, NY, USA

Known for: Forensic citation analysis plus a willingness to publicly grade Google's homework.

empiricist · Measurement

The empiricist

Independent Growth Advisor; Author, Growth Memo, Independent (ex-Shopify, G2, Atlassian) · San Francisco Bay Area, CA, USA

Known for: The independent researcher whose datasets the rest of the industry quotes back.

empiricist · Measurement

The empiricist

Director of Marketing, iPullRank · New York, NY, USA

Known for: Runs the controlled experiments that show how AI personalisation actually changes results.

empiricist · Measurement

The empiricist

Founder, Zyppy SEO · Oregon, USA

Known for: Built the evidence-weighted AI citation ranking-factors framework everyone else cites.

empiricist · Measurement

The empiricist

Founder & CEO, Graphite · New York, NY, USA

Known for: The 18-year SEO veteran who proved ChatGPT traffic converts 6x better than Google and mapped the AEO playbook.

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