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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

▶...

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...

Tomasz Niezgoda (CMO @ Surfer) let me pick his brain for 60 min on how they bootstrapped to €15M ARR, get ~20% of paying customers from AI Search, and talked to 50+ customers per week in the early days.

If you care about SaaS, bootstrapping, SEO, AI Search, or marketing in general, this conversation is packed with insights.

Here are 5 things that stood out:

1) They didn't touch SEO for 4 years

While building an SEO tool, they focused on community, webinars, and education first. SEO came later when they had the domain authority to compete with Ahrefs and...

Bert Winterfeld runs performance marketing at HERO Software (B2B SaaS, Series B, >$50M funding) with 6-figure monthly budgets. One of the key insights he shared in our Masters of Search interview was: Paid search in B2B always hits a ceiling, and only branding breaks through it.

If you're running performance marketing at a startup with serious search budgets, this episode is packed with insights you won't find in any LinkedIn carousel.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Bert on LinkedIn: https://www.linkedin.com/in/bert-winterfeld/
HERO Software on LinkedIn: https://www.linkedin.com/company/herosoftware-gmbh/

Eoin Clancy is Head of Growth at AirOps, one of the most exciting AI platforms currently helping marketers scale content operations.

Before AirOps, Eoin spent over 6 years at Telnyx, scaling from Growth Engineer to Head of Marketing, where he also got his first taste of AI tooling. He founded "Build AI-First" in late 2023, positioning himself at the forefront of AI-driven growth strategies.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Eoin on LinkedIn: https://www.linkedin.com/in/eoinclancy/
AirOps on LinkedIn: https://www.linkedin.com/company/airopshq/

Carla Chicharro is Director of Revenue Marketing at Mitiga Solutions, one of Europe's most innovative climate tech companies specializing in climate risk intelligence. What makes Carla particularly fascinating is her long journey from the travel and hospitality tech industry, especially at Lodgify, now switching gears to climate tech.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Carla on LinkedIn: https://www.linkedin.com/in/cchich/
Mitiga Solutions on LinkedIn: https://www.linkedin.com/company/mitigasolutions/

Ayla Grzegowski is Team Lead Content & SEO at awork, a Hamburg-based B2B SaaS startup that's making waves in the project management space.

What makes awork particularly interesting is their David vs. Goliath story. They're competing directly with international giants like Asana, Monday.com, and Trello. So far they're pretty successful with it and Content and SEO has played a big role in that success.

📌 Try awork for free: https://www.awork.com/

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Ayla on LinkedIn: https://www.linkedin.com/in/ayla-grzegowski/
awork on LinkedIn: https://www.linkedin.com/company/awork-com/

Margus Veeber is Head of Web at Pipedrive, one of Europe's most successful SaaS unicorns, competing with the likes of HubSpot or Salesforce.

Pipedrive has had great success with SEO over the last years, driving more than half a million monthly organic visitors and thousands of signups.

What makes Margus particularly interesting is his unique perspective on how web strategy and conversion optimization intersect with the changing search landscape. His work on optimizing Pipedrive's multilingual website for conversion sits right at the intersection of where traffic meets business results.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn:...

Federico Cutillo is Head of SEO at home24, one of Europe's leading home & living e-commerce platforms competing with giants like IKEA and Wayfair. What makes Federico particularly fascinating is his 7+ year tenure leading SEO at home24. He joined about a year before the IPO and helped shape the global SEO strategy for 6 markets.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Federico on LinkedIn: https://www.linkedin.com/in/federicocutillolinkedinprofile/
Home24 on LinkedIn: https://www.linkedin.com/company/home24/

Kirk Williams is the founder and owner of ZATO PPC Marketing, a US-based agency completely focused on Paid Search. Kirk has been the named the #3 Most Influential PPC Expert for 2025, his 9th year on this list.

📌 Check out https://zatomarketing.com/

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Kirk on LinkedIn: https://www.linkedin.com/in/ppckirk/
ZATO on LinkedIn: https://www.linkedin.com/company/zatomarketing/