About the Author

Matt Chiera

Matt Chiera is the Founder and Principal Consultant at Ice Nine Online. Since establishing the company in 2014, he has been instrumental in helping clients generate millions of dollars in revenue through digital marketing. Matt is deeply involved with clients on a day-to-day basis, adopting a consultative and educational approach. Before Ice Nine Online, Matt held director-level marketing roles. His extensive expertise is also shared through his experience teaching digital marketing strategy and tactics at the Tribeca School’s Digital Professional Institute. Additionally, Matt is the author of "Digital Marketers Sound Off," which has ranked as the #1 book in the Web Marketing category on Amazon. Matt received formal training in digital marketing and communications at the prestigious University of Chicago.

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Google’s num=100 Removal in September 2025: Why Your Search Console Impressions Dropped (and Rankings Look Better)

In Generative Engine Optimization (GEO), Search Engine Optimization (SEO) by Matt ChieraLeave a Comment

In September 2025, Google quietly removed the long-standing &num=100 parameter — a change that’s left many SEO teams scratching their heads as impressions suddenly plummeted in Google Search Console (GSC). If your reports look “off” lately, here’s what happened and …

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GEO Playbook: Optimizing Content for Google’s AI Overviews and AI Mode

In AI, Generative Engine Optimization (GEO), Search Engine Optimization (SEO) by Matt ChieraLeave a Comment

This AI-Search Optimization Playbook provides a clear set of action items designed to align your website’s content and technical infrastructure with Google’s AI Overviews and AI Mode. As Google’s search functionality transitions from traditional deterministic ranking to probabilistic LLM-driven retrieval …