Will Melton is an agency CEO, strategist, and educator focused on the evolving future of search. As CEO of Xponent21, he guides companies through the shift to AI-driven discovery, helping them position their content, expertise, and digital assets where modern users find information - across Google, ChatGPT, Perplexity, and other emerging generative platforms.

Will's work emphasizes practical implementation. He leads teams that design and execute AI-informed SEO strategies, build strong content ecosystems, and align technical foundations with the new requirements of AI search engines. His expertise draws from years of hands-on optimization and continuous research into how generative models evaluate, cite, and elevate authoritative sources online.

He is also the creator of CARL, an AI-powered optimization system that supports agencies and marketing teams in executing AI search optimization with greater speed and clarity. CARL assists with diagnostics, content planning, opportunity identification, and structured optimization workflows - giving practitioners a modern framework for improving visibility in AI search environments.

Will teaches with a focus on clarity, application, and strategic thinking, helping learners understand both the mechanics of AI search and the real-world decisions needed to compete effectively as the search landscape continues to shift.