About Tom Norman
Tom Norman is an SEO and AEO specialist in Valencia who runs and publishes experiments on how AI assistants choose which sources and brands to cite.
I've been working in SEO for a few years, and today I work on SEO and AI search visibility atExclaimer. The ground is moving fast. AI assistants now answer many of the questions people used to type into a search box, and a lot of the advice about how they pick their sources is confident guesswork. The field is so new that nobody has a decade of data on it, so I'd rather test than guess.
That's what this site is for. Each experiment starts with a question I actually want answered, then a hypothesis, a method you could repeat, the result, and what I'd do differently because of it. I sample every variant several times, because one answer from an AI assistant is an anecdote, not a finding. And I try to test the way real people search: short, natural questions, not prompts no human would ever type. Some experiments confirm what everyone assumes. Some don't. I publish both.
Outside work, I run the Introverts Social Club, a community I started in 2022for introverts in Valencia who find big social events draining. It has grown to over 4,700 members on Meetup, with a meetup every week. It's also where I practise what I write about: I'm building its organic search presence from scratch, and what works there will feed back into the experiments here.
The best way to follow new experiments is on LinkedIn orX.
- Works on
- AI search visibility at Exclaimer
- Builds
- AEO Mission Control, an AEO experiment tool
- Runs
- Introverts Social Club, Valencia
- Based in
- Valencia, Spain
