Tom Lustina

Director of SEO

Tom Lustina is the Director of SEO at Straight North, bringing over 20 years of experience in search engine optimization and digital strategy. He leads the agency’s SEO team, overseeing strategy, execution, and continuous innovation to drive measurable business results. Tom specializes in crafting content-driven SEO initiatives that enhance visibility, engagement, and conversions for clients across diverse industries.

Passionate about education and collaboration, Tom is dedicated to empowering teams and clients with the knowledge and strategies needed to navigate the evolving SEO landscape. His expertise spans technical SEO, optimization, authority, and SEO automation, ensuring that businesses maximize their online potential across platforms and across the web.

Articles Written by Tom

Evolving Your SEO in the Age of AI

Search is no longer about links and keywords — it’s about answers and action. As AI reshapes how users discover and interact with content, brands must evolve their SEO strategies to stay visible and relevant. Let’s explore how AI is transforming the search landscape and what that means for your SEO program. Why Were Links ... Evolving Your SEO in the Age of AI

Articles by other Authors

How E-E-A-T Is Guiding Authorship, Expertise and SEO

Basic SEO Strategy: A Blueprint for Boosting Your Online Presence

Want to grow your business without constantly paying for ads? SEO helps you claim prime real estate in search results to drive sustainable growth that doesn't disappear when you stop paying.

Improve SEO and Website Conversion With Video Optimization

The History of SEO

Search engines are an essential part of our daily lives, helping us find answers, explore new ideas and connect with information in mere seconds. Whether we’re looking for the best local restaurant, research for a project or a simple definition, search engines have become the cornerstone of how we navigate the world wide web. But ... The History of SEO

Mobile Lead Generation
SEO

Importance of Mobile SEO

In today’s digital world, mobile devices have become the primary tool for internet browsing, making mobile search optimization a critical factor for any business aiming to succeed online. As of recent reports, mobile internet usage has surpassed desktop browsing, which signifies a dramatic shift in the way users interact with websites and search engines. This ... Importance of Mobile SEO

What Is SEO Testing?

SEO can feel like a maze, with algorithms constantly changing and strategies evolving to keep up. So, what is SEO testing? It’s the compass that guides businesses through this maze. SEO testing is the systematic process of experimenting with different strategies and changes on a website to evaluate their impact on search engine visibility and ... What Is SEO Testing?

On-Site vs. Off-Site SEO

The Pillars of SEO Search engine optimization (SEO) is an evolving discipline that determines how well a website ranks on search engine results pages (SERPs). At its core, SEO is built on two main pillars: on-page SEO and off-page SEO. While these two approaches serve different functions, they must work together to drive organic traffic, ... On-Site vs. Off-Site SEO

How to Make Money With SEO

Understanding SEO is essential for bloggers, affiliate marketers and content creators who want to maximize their online revenue potential. SEO serves as the backbone of digital visibility, enabling online creators to connect with targeted audiences effectively. For businesses and individuals alike, SEO is not merely a marketing tactic; it is a strategic investment in long-term ... How to Make Money With SEO

Data Dive: Are people ditching Google Search for Generative AI?

[For dramatic effect please read in Steve Harvey’s voice] And the survey says….NO! Well… kind of. But before I explain, let’s take a step back. In the digital marketing world, especially among SEOs who have spent years optimizing for traditional search platforms like Google (and, I guess, Bing), the rise of AI-powered platforms has become ... Data Dive: Are people ditching Google Search for Generative AI?

What Is SEO Traffic?

In a digital world where competition is fierce, getting your website noticed can feel like a daunting challenge. But what if there was a way to attract a steady flow of visitors without constantly pouring money into ads? Enter SEO traffic – the organic, lasting solution that drives targeted visitors directly to your site. Unlike ... What Is SEO Traffic?

SEO Keywords vs. Keyword Themes

The way we search has fundamentally changed and so has the way search engines interpret our queries. As algorithms grow smarter, understanding why people search has become just as important as what they’re searching for. Enter the concept of keyword themes – a game-changing approach that aligns content strategies with the rise of semantic search ... SEO Keywords vs. Keyword Themes

Essential SEO Techniques for Beginners

Search Engine Optimization (SEO) is a cornerstone of modern digital marketing, helping businesses of all sizes enhance their online visibility, attract more visitors and drive conversions. For beginners, SEO fundamentals may seem daunting at first glance, but they can be mastered with patience, the right mindset and the appropriate resources. One of the key aspects ... Essential SEO Techniques for Beginners

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