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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...

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...

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, and one of the brightest minds in the field.

### 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...