Masters of Search

AI search is already driving nearly 10% of Webflow's signups. A key person behind that number is Vivian Hoang, AEO & SEO Lead at Webflow.

In this episode, we'll dig into how Webflow's SEO function has evolved over the years, how Vivian started thinking about answer engine optimization before most people even had a name for it, what's actually working for them in AI search, and how she's using tools like AirOps to scale content without sacrificing quality.

I'm really excited about this one because Vivian isn't speaking about theory here. She's already built the playbook and has the numbers...

HubSpot literally buried traffic as a metric last year. Not because they stopped caring about reach, but because in a world where AI systems deliver answers directly, the old playbook stopped working.

My guest today is Jennifer Lapp, Head of Growth Marketing for LATAM and DACH at HubSpot, where she's been rebuilding the growth engine from the ground up.

We'll dig into the real experiments she's been running, what's actually working and what isn't, and how she's steering her team through one of the biggest shifts in the marketing space ever.

### What we covered in this episode

- Why...

Lily Ray is one of the most respected voices in SEO. She even launched her own Substack recently to create a "safe space for ranting about all things SEO and AI Search".

### What we covered in this episode

- Lily's launch of Algorythmic, her new consultancy, while staying on as VP of SEO and AI Search at Amsive
- The flood of AI slop in the SEO/AEO space and why original content is the only way to cut through
- Short-term gains vs. long-term risks of listicles, brand-vs-alternative pages, and scaled AI content
- How to build a meaningful...

Malte is CPO & CMO at Peec AI, one of the leading AI search analytics platforms, and one of the brightest minds in the field. So I want to take all the news, new research and interesting developments and get his perspective on them.

### What we covered in this episode

- Ethan Smith's "AI is much bigger than you think" study: his 20% market share figure, how it compares to other estimates, and why the industry resists the higher numbers
- Claude's rapid rise: 3x growth Jan–March, overtaking Perplexity, the mix of strong product + OpenAI missteps + Anthropic's...