Masters of Search

Every month I meet with Malte to take all the news, new research and interesting developments in SEO & AI Search to get his perspective on them. Malte Landwehr is CPO & CMO at Peec AI, one of the leading AI search analytics platforms.

## My biggest takeaways from this episode:

1) Click-based attribution massively undercounts AI search. In a study from two Peec AI clients, click-based attribution credited AI search with 0.9% of leads. When they simply asked people "how did you find us?", it was 9%. That is 10x. When there is no link to click, people just...

Anita Kirkovska leads Growth and Marketing at Vellum, a YC-backed AI startup. She came up through data science before moving into marketing, which means she approaches organic growth, content, and AI tooling from a different angle than most.

In the last few months she's rebuilt Vellum's website off Webflow into a custom Next.js stack, shipped an AI-native GEO content pipeline, and turned off more SaaS tools than she's added.

## My 7 biggest takeaways from our conversation:

1. It's not about AI. It's about you.

Her line: if you use AI you can be better or worse at your job,...

Welcome to what might be our most unusual episode yet. My guest today is Lars Lofgren, a Fractional VP of Marketing who's worked with companies like Perplexity and Automattic and has generated over $20 million in affiliate revenue across his career.

Lars has seen every era of SEO from the inside: the link building gold rush, the Helpful Content Update bloodbath, and now what he calls a new Wild West where Google seems to have turned off its spam filters.

Today we're doing something different: a true crime-style deep dive into the dark side of search: Black hat SEO, parasite...

I usually talk to the people building and executing search strategies. Today we're flipping the lens.

My guest is Dr. Christoph Klink, General Partner at Antler, where he leads investments across Continental Europe. Antler is the world's leading inception-stage investor.

They've made over 100 investments out of Berlin since 2021, among others Peec AI, one of the fastest-growing companies in the AI search optimization space, which went from inception to $29 million raised and 50+ employees in just over a year.

## My 8 biggest takeaways from this episode:

1) The inception stage exists because of a matching problem, not...