He started Search Engine Watch in June 1997 after he posted research about search engines, called A Webmaster's Guide To Search Engines, in April 1996. Search Engine Watch was considered by Matt Cutts of Google as "must reading", and Tim Mayer of Yahoo! as the "most authoritative source on search". He's founding editor of Marketing Land and Search Engine Land, the Common Sense Tech columnist for CNET and a chief content officer of Third Door Media, which produces the SMX: Search Marketing Expo conferences.