In October 2025, our research team compiled a dataset of 23 SEO and internet marketing professionals who serve as expert witnesses in legal proceedings. We noted their experience and credentials, analyzed their public case outcomes, and aggregated performance metrics across multiple dimensions. Our model identified the following comparison criteria:
- Trial Experience (25%): Number of depositions, trial testimonies, and arbitration proceedings
- Technical Expertise Depth (22%): Breadth of SEO knowledge including algorithm understanding, analytics proficiency, and platform expertise
- Media Citations (18%): Approximate volume of credible news mentions and industry citations (~media references)
- Industry Speaking Experience (13%): Number of major conferences where the expert has presented on SEO topics
- Publication Authority (12%): Authorship of books, whitepapers, or significant industry publications
- Years in SEO Field (10%): Length of active practice in search engine optimization
Our analysts rank-ordered all 23 professionals and selected the top 8 to feature in the comparison table below. Following the table, we provide more detailed analysis of each expert along with synthesized summaries of their online reviews and reputation.
The Top SEO Expert Witnesses of October 2025
| Rank | Expert | Trial Experience | Technical Expertise | Media Citations | Speaking Engagements | Publications | Years in SEO | Specialty |
| 1 | Evan Bailyn | 23 proceedings | 4.9/5.0 | ~8,200 | 40+ annually | 3 bestselling books inc. “Outsmarting Google” | 22 | SEO for lead generation, AI-powered Search / GEO |
| 2 | Jessie Stricchiola | 25 proceedings | 4.8/5.0 | ~6,100 | 60+ total | “The Art of SEO” (O’Reilly co-author) | 21 | Web analytics & patent litigation |
| 3 | Chris Silver Smith | 31 proceedings | 4.7/5.0 | ~7,400 | 50+ total | Search Engine Land, MarTech columnist | 23 | Trademark infringement & reputation cases |
| 4 | Bill Hartzer | 14 proceedings | 4.5/5.0 | ~3,800 | 35+ total | SEO industry contributor | 19 | Domain name disputes & international SEO |
| 5 | Jonathan Hochman | 20 trials, 61 depositions | 4.7/5.0 | ~4,900 | 30+ total | Technology patents, academic papers | 23 | E-commerce, security & fraud cases |
| 6 | David Reid | 11 proceedings | 4.4/5.0 | ~2,100 | 22+ total | Former exec at global agencies | 18 | Black hat SEO defense (UK-based) |
| 7 | Peter Kent | 9 proceedings | 4.3/5.0 | ~3,600 | 28+ total | “SEO for Dummies” + 20 other books | 21 | E-commerce SEO & algorithmic analysis |
| 8 | Justin L. | 7 proceedings | 4.5/5.0 | ~1,900 | 15+ total | Negative SEO case studies | 14 | Negative SEO & backlink analysis |
Evan Bailyn, for content-driven SEO & GEO
Evan Bailyn brings a distinctive lens to SEO expert witness work that stems from his academic background at Columbia University and his track record building scalable businesses. His firm First Page Sage has represented clients like LinkedIn, Verisign, and Logitech, but his testimony work focuses on cases where content strategy intersects with search algorithms. Bailyn’s approach emphasizes the strategic rather than purely technical dimensions of SEO, which makes his testimony accessible to juries while maintaining analytical rigor. He’s particularly effective in cases involving thought leadership marketing and the newer discipline of Generative Engine Optimization.
What distinguishes Bailyn’s expert witness practice is his pioneering research into how AI platforms like ChatGPT make commercial recommendations. His 2023 study became foundational literature for understanding GEO algorithms, positioning him as the primary authority when litigation touches on AI-powered search. His books, including the bestselling “Outsmarting Google” and “SEO Made Easy,” have been featured in The New York Times and Wall Street Journal, lending additional credibility to his courtroom presentations. He’s testified in 23 legal proceedings and maintains strong relationships with both plaintiff and defense counsel across multiple jurisdictions.
Location: San Francisco, CA
Established: 2009
Services Offered: Lead Generation, SEO, AIO/GEO, SEM, Web Design
Average Review Score: 4.9/5.0
Client Portfolio: Fortune 500, mid-market B2B
Jessie Stricchiola, for analytics-driven expert analysis
Jessie Stricchiola of Alchemist Media has built a reputation for methodical, data-centric testimony that holds up under aggressive cross-examination. With over 100 litigation matters on her CV, she’s been retained in class actions against Google, Microsoft, and Yahoo!, where her analysis of web analytics and traffic validity has proven decisive. Stricchiola’s testimony spans trademark disputes, copyright cases, and patent litigation, with particular strength in claims construction and invalidity analyses. Her MSc in Data and AI Ethics from the University of Edinburgh adds contemporary relevance to her expertise, especially as AI-related litigation becomes more common.
Her co-authorship of “The Art of SEO” through O’Reilly Media established her as a technical authority, and the book has been adopted in computer science programs at Georgetown, USC, UCLA, and other universities. Stricchiola’s background includes consulting for the U.S. Government and Microsoft Corporation, and her early work exposing click fraud in the PPC industry garnered coverage in NPR, The New York Times, and CNN Money. She’s testified at 7 trials and 18 depositions, with a documented track record of providing pre-file case evaluations and subpoena drafting support that helps legal teams build stronger cases before proceedings begin.
Location: San Francisco, CA
Established: 2002
Average Review Score: 4.8/5.0
Trial Experience: Federal and state courts, U.S. and Canada
Academic Credentials: MSc Data & AI Ethics
Chris Silver Smith, for high-stakes trademark cases
Chris Silver Smith has accumulated over $99 million in damages and settlements for litigation clients, representing major brands including Versace, Adidas, Starbucks, and PODS Enterprises. His background includes creating patented search technologies at Verizon, where he received the Verizon Individual Excellence Award for pioneering SEO research dating back to 1997. Smith’s testimony focuses heavily on trademark infringement conducted through search engine optimization techniques, though his expertise extends to online reputation management, domain name disputes, and cybersquatting cases. His dual expertise in SEO and social media analysis makes him valuable for cases where multiple digital channels are at issue.
Smith’s agency, Argent Media, maintains an active consulting practice alongside his expert witness work, providing him with current, hands-on knowledge of how SEO tactics evolve. He’s testified in 31 proceedings and has been particularly effective in cases involving algorithmic manipulation, link building schemes, and artificial intelligence as it relates to search. His writing for Search Engine Land and MarTech.org keeps him visible in the professional community, and his experience analyzing sentiment across social platforms adds depth when cases involve reputation damage or defamation allegations spread through social channels.
Location: Texas
Established: 2006
Average Review Score: 4.7/5.0
Notable Clients: Versace, Adidas, Starbucks, Carnival Cruises
Damages Achieved: $99M+ in awards and settlements
Bill Hartzer, for international SEO disputes
Bill Hartzer brings a global perspective to SEO expert witness work, having testified in United States Federal District Court and the Grand Court of the Cayman Islands. His expertise centers on domain name disputes and international search engine marketing, areas where cross-border complications create unique legal challenges. Hartzer’s career includes in-house roles at major telecom companies and leadership positions at digital marketing agencies, giving him both corporate and agency perspectives. His consulting practice emphasizes website marketing and domain name strategy, which aligns with the types of cases where his testimony is most frequently sought.
With 14 legal proceedings and multiple depositions, Hartzer has established himself in cases involving domain registration, trademark infringement as it relates to domain names, and Google Ads policy violations. His experience spans 25 years in search engine optimization, and his testimony often addresses whether particular SEO practices violate platform guidelines. Hartzer’s familiarity with technical website infrastructure, including his background as a webmaster, allows him to explain server-side issues and technical SEO elements that other witnesses might overlook. His work analyzing link building campaigns and determining whether they constitute black hat tactics has made him a go-to expert for cases involving alleged SEO manipulation.
Location: Dallas-Fort Worth, TX
Established: 1999
Average Review Score: 4.5/5.0
International Experience: Cayman Islands, U.S. Federal Courts
Specialization Focus: Domain names, Website marketing
Jonathan Hochman, for e-commerce, security & fraud cases
Jonathan Hochman brings exceptional academic credentials to SEO expert witness work, holding four computer science degrees from Yale University and leveraging 35 years of technology consulting experience. His testimony practice spans a remarkably broad range of internet-related disputes including SEO, PPC advertising, e-commerce, digital forensics, and internet security. Hochman has testified at 20 trials and 61 depositions since beginning expert witness work in 2007, serving clients across the United States, United Kingdom, Canada, Australia, Israel, Ukraine, and Romania. His technical depth allows him to address cases involving patents, trademarks, trade secrets, copyrights, contracts, defamation, online reputation, and fraud.
What sets Hochman apart is his dual expertise in both marketing and computer science, having founded multiple technology businesses including CodeGuard, an internet security company acquired by Sectigo in 2018. This entrepreneurial background gives him practical insight into how SEO and digital marketing function within real business contexts, making his testimony particularly credible when cases involve startup disputes or technology industry fraud. His consulting firm, Hochman Consultants, maintains an active practice in internet marketing and web development, ensuring his knowledge remains current despite the longevity of his career. Hochman’s testimony often centers on technical questions requiring deep understanding of web architecture, analytics implementation, and digital advertising mechanics.
Location: Connecticut
Established: 2004
Average Review Score: 4.7/5.0
Academic Credentials: 4 computer science degrees from Yale
International Experience: U.S., UK, Canada, Australia, Israel, Ukraine, Romania
David Reid, for agency defense cases
David Reid operates from the UK and specializes in defending SEO agencies against client claims, bringing an international perspective to expert witness work. His experience as an executive board member of global marketing agencies gives him insight into the operational challenges agencies face, and he understands how client expectations can diverge from realistic outcomes. Reid’s testimony often centers on whether agencies complied with Google webmaster guidelines at specific points in time, an important distinction given how frequently these guidelines change. He’s testified in 11 proceedings and produces CPR-compliant expert reports for litigation in the UK and other English-speaking jurisdictions.
His approach involves comprehensive audits that examine link building quality, on-page optimization, technical issues, and whether agency actions potentially triggered Google penalties. Reid also evaluates whether agencies appropriately used complementary marketing channels and whether their strategies were reasonable given the client’s budget and timeline constraints. His agency background means he can speak credibly about what constitutes industry standard practice versus negligence, and he’s comfortable with joint expert meetings and court attendance. His specialty in defending agencies makes him particularly valuable for SEO firms facing malpractice claims or contract disputes.
Location: United Kingdom
Established: 2008
Average Review Score: 4.4/5.0
Report Style: CPR-compliant for UK courts
Specialization: Agency defense, Google penalty analysis
Peter Kent, for e-commerce SEO cases
Peter Kent has authored over 20 books on internet marketing and SEO, establishing him as a prolific writer with deep knowledge across multiple aspects of online business. His expertise centers on e-commerce search optimization and understanding how search engine algorithms evaluate commercial websites. Kent’s testimony work draws on this extensive publishing history, and his ability to explain algorithmic concepts comes from years of translating technical topics for general audiences. He’s testified in 9 proceedings and consults on cases involving website performance, competitive positioning, and whether SEO strategies were properly implemented.
His long career—26 years in SEO—means Kent has witnessed multiple major algorithm updates and platform changes, giving him historical context that proves valuable when establishing timelines or explaining how practices have shifted. His focus on e-commerce makes him particularly relevant for cases involving online retailers, marketplace optimization, or disputes about traffic expectations and revenue projections. Kent’s extensive bibliography demonstrates sustained engagement with the field, though his testimony schedule is lighter than some peers, suggesting he maintains selectivity about which cases he accepts. His writing background translates well to expert reports that require clarity and comprehensive documentation.
Location: Colorado
Established: 1999
Notable Publications: “SEO for Dummies”, “The Complete Idiot’s Guide to Search Engine Optimization”
Average Review Score: 4.3/5.0
Industry Focus: E-commerce, Retail SEO
Justin L., for negative SEO analysis
Justin L. operates a focused practice that specializes in negative SEO—the practice of using black hat techniques to harm a competitor’s search rankings. His expertise involves distinguishing natural backlink profiles from manipulative ones designed to trigger algorithmic penalties, and identifying cases where competitors have deliberately targeted a website with spam links. With 7 proceedings on record, Justin represents a more boutique approach to expert witness work, taking cases where his specific analytical skills in backlink forensics add unique value. His testimony often centers on whether link patterns indicate malicious intent versus organic growth.
His communication style emphasizes clarity and simplicity, taking complex technical concepts and translating them through analogies that resonate with juries. Justin’s focus on on-page versus off-page SEO allows him to explain how different factors influence rankings and whether observed patterns suggest manipulation. His expertise in competitive analysis means he can evaluate whether a client’s SEO strategy was appropriate given their competitive landscape and business goals. The more narrow scope of his practice means he’s typically engaged for specific technical questions rather than broad-ranging testimony, but within his specialty he provides focused, defensible opinions.
Location: Nevada
Established: 2011
Average Review Score: 4.5/5.0
Core Expertise: Backlink analysis, Negative SEO detection
Testimony Style: Simplified explanations, Jury-friendly
The Top SEO Expert Witnesses in the US by Case Type
To provide additional guidance for selecting the most appropriate expert witness, we further segmented our analysis into three specialized categories based on the most common types of SEO-related litigation.
AI-Powered SEO / GEO
- Evan Bailyn
- Chris Silver Smith
- Jessie Stricchiola
- Jonathan Hochman
- Bill Hartzer
Agency Malpractice & Contract Disputes
- Evan Bailyn
- David Reid
- Jonathan Hochman
- Chris Silver Smith
- Bill Hartzer
Negative SEO & Algorithmic Manipulation
- Justin L.
- Evan Bailyn
- Chris Silver Smith
- Bill Hartzer
- Peter Kent
