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Graphite is nothing like your typical agency. While most agencies sell slides and strategic decks, Graphite builds things. While others work on hundred-item SEO audits, they obsess over the 5% of work that actually drives results.

They've proven this approach in SEO with companies like Rippling, Webflow, Notion, and Upwork, and now they're applying the same ruthless focus to AI search.

That's why I'm excited to have Ethan Smith, CEO of Graphite, on the show today.

Ethan has led Graphite to the absolute forefront of Answer Engine Optimization, one of the largest new marketing channels we've seen in over a...

Lodgify is a €30M+ ARR vacation rental management platform that empowers thousands of independent hosts to compete against Airbnb through direct bookings. And over the years they have built a significant SEO and organic footprint contributing that growth.

Joining me on the latest episode of the #MastersOfSearch is Volodymyr Korol, VP of Marketing at Lodgify.

He joined in 2024 to restructure the entire 30+ person marketing organization across eight functions to drive sustainable ARR growth.

I was curious to learn more about how he leads such a big marketing org, how we thinks about SEO fitting into the bigger picture,...

SEO has already been a proven growth engine for Carta, and in 2025, they've gained strong AI Search visibility driving real pipeline results. Lucy Hoyle is Senior Content Engineer at Carta, and played a crucial role in that.

She oversees editorial processes, content strategy, and AI workflow optimization for international markets, building scalable systems that turn content strategy into pipeline results.

We talked about how SEO differs from AI Search, why Lucy has been an early champion of the content engineering movement, and her POV on successful content marketing in the Age of AI.

▶ Let's connect! 🔗
Niklas on...

Wise is moving £145 billion across the globe, serving 15 million customers across 160 countries and 40 currencies. They’ve been profitable for years, with their latest financial accounts posting a £560 million profit before tax while saving customers £2 billion annually on hidden banking fees.

And although the absolute number is pretty high, in relation to their scale, they’re just spending about £50 million a year on marketing.

One part of this remarkable customer acquisition efficiency is a well-oiled organic growth engine.

To understand how Wise built this growth machine, I'm excited to have Fabrizio Ballarini on the podcast today....

Chatbase bootstrapped to $8M ARR* and turned AI search into their No. 2 user acquisition channel. So I invited Sandra to the Masters of Search podcast to reveal how they did it.

*it was still $7M when we recorded

Her answer? There's no glamorous secret. No magic trick. No growth hack. Just proper execution of fundamentals that most teams skip.

Here's what drove their AI search success:

1) Crystal clear positioning

"AI agents for customer support" - impossible for LLMs to confuse with generic AI tools. Sandra's team maintains this exact messaging everywhere. When AI searches for customer support solutions,...

24 BILLION pages. That's the sheer scale at which Roberto Grasiano led SEO and organic growth at Shutterstock. I'm so excited that I could convince him to come on the Masters of Search to bring you 73 minutes of Enterprise SEO masterclass.

Here are my key takeaways, both for Enterprise SEO and for smaller sites:

1. At enterprise scale, you can't crawl the site

Roberto couldn't audit individual pages at Shutterstock (24B pages, 500M indexed). Instead, he built comprehensive taxonomy mapping the entire site structure into clusters: broad categories (animals, cars, people), then subcategories (felines, SUVs), with exact page counts...

Luis Rodriguez has 12+ years of international SEO experience and led organic growth at Uber and most recently Miro. He let me pick his brain for 60 minutes about scaling organic growth in PLG companies. Here are my 4 favorite takeaways.

1) Snake oil is actually useful

All the panic and noise in SEO right now is helping the industry. It's forcing SEOs to go deeper, connect with experts, and prove their value. The smoke and mirrors push people to understand what's real versus what's hype. His advice: don't drink the Kool-Aid, but use the chaos to get closer to...

Most people will tell you SEO takes too long for early-stage startups. That it's a waste of time when you're at zero. Today, you’ll hear proof why this is a limiting belief, and we’ll show you exactly how to start.

My guest today is Irina Maltseva, a Barcelona-based Growth Advisor who's helped companies like Aura, Sphere, Artisan, Hunter, Riverside, and Nextiva build their organic growth motion from the ground up.

I found Irina's work particularly interesting due to her focus on early-stage companies like YC alumni. They come to her with a brand-new website, zero domain authority, and a fresh...

STOP starting your content workflows with keyword research. If you don’t trust me, trust someone way smarter than me — and learn why it’s just one piece of the puzzle. New #MastersOfSearch episode with Margarita Loktionova (Content Marketing Lead @ Semrush) is LIVE now.

Here's what we covered:
→ Why customer research should come before keyword research
→ How to use keywords to validate demand, not generate ideas
→ What “net-new value” content actually looks like
→ Why original research scales distribution across AI, PR & social
→ How research turns your brand into a source, not a commentator

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This might be the most niche flex ever, but I'm pretty sure this is the first ever publicly documented talk with a Director of AEO. Prove me wrong.

Andy scaled a site to Alexa Top 100 and grew revenue from $900K to $22M. Now he's leading AI search strategy at Telnyx with 14K clients like Microsoft, Zillow, and Cisco.

Here's what we covered:
→ Why AEO and SEO will be the same thing in 1-5 years
→ why most people are overthinking it
→ The AirOps content workflow that outranked Cambridge and Stanford
→ How a 4-person team replaced what...