Your PhDs Are Your SEO Strategy: Leveraging the Authority Already in the Building

ElectraMet uses electrochemistry to pull copper and other critical minerals out of industrial wastewater — technology invented by PhDs and sold to wastewater managers at the world’s largest semiconductor fabs. Chris Richardson, a communications major with no electrochemical background, has to make that legible without dumbing it down. His answer isn’t better explaining. It’s association: make sure Google and the LLMs know which published scientists belong to your company, then build content on top of that link. Along the way he argues GEO is mostly just SEO done well, that earned backlinks still pay dividends, and that the surest way to win over a camera-shy expert is to show them what the internet already says about them.