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🎟️ Masters of Search Conference 2027: 12 October 2027, Berlin. Malte is one of the first confirmed speakers. Tickets: https://www.masters-of-search.com/conference

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.

This is the first episode after our summer break, recorded the day after the Masters of Search Conference 2026 in Berlin. We talk about Google poisoning the results it sends to scrapers, Graphite's research on parametric...

Apart from our monthly episodes with Malte Landwehr, David Konitzny is the first guest to come back to this podcast. In episode 2 he was still at the agency KKP, working on organic search. Since then he has joined Peec AI as a GEO researcher, which means he spends the whole day looking at how ChatGPT and the other AI search tools find and pick their sources. He shares most of it on LinkedIn the same day, because a finding can go stale within a week.

This time we went through his latest research. How ChatGPT reads a YouTube video,...

Marvin Müller joined OMR Reviews in 2021 as its first marketing hire, back when the platform held around 4,000 reviews. It has since passed 85,000, and the business is heading towards ten million euros in revenue. He came to it from Google in Dublin, where he spent his early career in search and performance marketing.

The interesting part is what happened in between. OMR Reviews grew on SEO — Marvin calls it the internal religion of the team — and then Google's AI Overviews rolled out in Germany. Impressions kept climbing to an all-time high. The clicks stopped arriving. Their...

Julian Redlich spent around six years at Booking.com, ending as Head of SEO, while the discipline there grew to roughly forty people across development, design, copy, analytics and SEO. He now sits on the other side of the table as an investor at Permira, looking at organic growth across a portfolio that includes mobile.de, Kleinanzeigen.de, Squarespace, Zendesk and Flixbus.

That combination is rare. Dozens of companies cross his desk every year, which means he sees patterns across business models most operators only ever see one of.

## My 8 biggest takeaways from our conversation:

1. The number one thing that...

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...

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 8 biggest takeaways from this episode:

1) Being mentioned anywhere in the top 10 of a third-party listicle gives a brand a 6 to 16 percentage point visibility boost in LLM answers. Landing at position one pushes that to 13 to 17 percentage points, and also improves average ranking position inside the answer. The...

The website used to be the shop window. Now buyers do half their research inside an LLM before they ever land on it, and the role of the site itself is starting to shift.

My guest today is James Ward, Head of Digital Experience at Personio, one of Europe's fastest-growing HR tech companies, where he leads web strategy, SEO, content and CRO across multiple international markets. Before Personio he spent years at Salesforce and ADP, so he's seen this shift play out from inside both enterprise giants and a fast-moving scale-up.

We dug into what happens when your buyers already...