Lily Ray launches Algorythmic, new SEO and AI search consultancy

Lily Ray has launched Algorythmic, a new SEO and AI search consultancy that is built for selective, high-impact work at a moment when search visibility has become harder to predict. Announced publicly on April 2, 2026, the venture lets Ray keep her role as VP of SEO & AI Search at Amsive while taking on one-to-one client projects, consulting, training, workshops and speaking under the new brand.

The structure itself says a lot about the market. Ray said she will continue to point larger, full-team engagements to Amsive, while using Algorythmic for more focused work that calls for “strategic, honest guidance.” That split reflects how premium SEO services are changing as clients look for specialist advice on AI search optimization, E-E-A-T strategy and the new reality of Google surfaces such as AI Overviews and AI Mode. The consultancy’s launch comes as demand rises for experts who can interpret volatility rather than simply execute deliverables.

That volatility has been on display in Google’s March 2026 Core Update. In Amsive’s analysis, the update was announced on March 27, 2026 and finished rolling out on April 8, 2026, with visibility shifting toward authoritative, brand-owned and government domains while social, aggregator and reference sites lost ground. For brands trying to hold organic traffic, that kind of movement makes Ray’s mix of algorithm analysis and editorial judgment especially valuable.

Ray has been pressing that case in public for months. In a December 2025 AirOps webinar recap, she argued that AI Overviews reduce clicks to websites, with informational queries at the upper funnel taking the biggest hit. She has also written about the volatility of SEO and AI search in 2025 and where the field was headed in 2026, while warning about the risk of low-quality or scaled content being treated like spam. The work behind Algorythmic is aimed squarely at that pressure point.

Ray’s credentials help explain why the market would respond. She said she has worked in SEO for 16 years and began her career in 2010, after agency and in-house roles. USA Today ranked her No. 1 on its 2022 list of the 10 Most Influential SEO Experts, and her professional site says she has helped hundreds of companies improve organic traffic, rankings, leads and revenue.

The name Algorythmic comes from an old SEO inside joke about a fictional deli called The Sub-Domain and a band called the Algo-Rhythms, a nod to the mix of technical rigor and culture that has shaped Ray’s career in New York and Brooklyn. In a field where AI search is compressing clicks and raising the bar for trust, the new consultancy looks designed for the kind of lean, senior-level help brands increasingly want.