Ross Morsali

In WP Legends Episode 170, Ross Morsali shares how Search & Filter grew from a free plugin he built to scratch his own itch while running a London agency into a business with tens of thousands of active installs.

They dig into what faceted search actually means, why he rebuilt the search engine again for version 3.2 and how AI deep research helped him roughly double its performance, how many posts WordPress search can realistically handle, and why he believes AI search won't remove the need for on-site filtering. They also cover the plugin's roadmap, whether new plugins should still launch with a free tier, and his advice for anyone starting out in WordPress today.