NEW: Masters of Search Conference 2026 – Only 175 seats on 22.10.2026 in Berlin – Presented by Radyant, in partnership with Peec AI & OMR Reviews | The Masters of Search podcast (presented by Radyant) brings you the smartest people around the world in SEO & AI Search. Learn from their strategies, mental models and top pieces of actionable advice.
Masters of Search
Claim This Podcastby Niklas Buschner
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45 episodes
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Podcast Overview
NEW: Masters of Search Conference 2026 – Only 175 seats on 22.10.2026 in Berlin – Presented by Radyant, in partnership with Peec AI & OMR Reviews | The Masters of Search podcast (presented by Radyant) brings you the smartest people around the world in SEO & AI Search. Learn from their strategies, mental models and top pieces of actionable advice.
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Publishing Since
11/19/2025
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Recent Episodes
July 20, 2026
AI Search Attribution, ChatGPT Clicks, Prompt Tracking, Google Search Agents | #MonthlyLandwehr
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 type your brand into Google or the address bar, so the LLM recommendation gets credited to brand or direct instead. (Reference: https://www.linkedin.com/posts/ethanls_n8n-aeo-case-study-self-reported-vs-last-share-7475579627730690048-dMsn/) 2) Self-reported attribution is the best tool we have here, and it is almost too simple. Add one optional question at the end of your sign-up flow: "where did you hear about us?" Keep it optional so it doesn't hurt conversion, randomize the order, and drop in a fake option (a channel you don't use) to measure your own noise level. It is not either/or against your attribution software either. In his view, a truly complete tool would already include this. 3) ChatGPT started sending out a lot more clicks around May 7. It began adding far more links inside answers, especially list-style answers where every brand became a link to its homepage. Reported clicks at least doubled for most people, with some seeing +400% or +500%, and the effect looked stronger in the US than in Europe. His prediction: it will not grow from here and may already be reversing, since everyone wants to keep users in the app. 4) Prompt tracking works, but not off a single prompt. In their new paper, Peec AI re-ran Rand Fishkin's dataset of unique prompts many times over. Around 90% returned the same set of brands when run repeatedly; only 10% were truly unique. Most variation comes from LLM non-determinism, so you need many runs, not the exact wording your customers used. Small changes still matter: adding "list" gets more brands, framing the model as an expert gets fewer, and mid-funnel prompts are the most sensitive to rewording. (Reference: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=6914539) 5) Google's search agents could be the first thing to pull Malte away from Claude. Google already has your email, calendar, and context. A search bar that handles quick questions, personal context, complex AI-mode chats, and scheduled agents running in the cloud is very powerful. He compared it to Duplex in 2018: huge if it works and gets adopted, but Google has tried and failed at things like this before. 6) The Peec AI team is spinning up a huge test to see how ChatGPT crawls. They noticed some sites keep getting thousands of ChatGPT crawls a day long after Google has given up on them, so they set out to find the limit and see how deep it goes, which other LLMs follow, and what it actually costs to host. It won't prove whether OpenAI runs its own index (Malte is convinced it does, as one of several grounding options), but it is a rare, fully public look at crawler behavior. (Reference: https://sandnjournal.com/analytics) ## Let's connect! Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Malte on LinkedIn: https://www.linkedin.com/in/landwehr/ Peec AI on LinkedIn: https://www.linkedin.com/company/peec-ai/
July 16, 2026
She saved $30k/year canceling Webflow | Anita Kirkovska, Head of Growth & Marketing @ Vellum
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, and if you don't use AI you can be better or worse at your job. The tool doesn't decide. The most common failure she sees is marketers using AI before they have built the system, then trusting the model over their own judgment and losing agency. Own your process first. AI is just an amplifier. 2. Migrating off Webflow wasn't a "Claude Code can do everything" story. Shipping new pages had gotten slow, PLG experiments were hard to run across two disconnected systems, and engineers didn't want to work in the visual builder. Coding agents plus the right process fixed that. But Webflow handles a lot out of the box (sitemap, robots.txt, redirects, schema, image optimization), and all of that becomes your job. 3. Get a strong technical partner and test small first. Her CTO spent weekends replicating pages into code to build confidence before they committed. She wrote a full PRD of everything that had to transfer so they didn't lose rankings. The migration itself took one week. 4. Velocity becomes technical debt without shared patterns. Coding agents are still weak at design. Her fix: shared components, AGENT.md guidance files, review flows and clear ownership, so anyone can ship a page that stays on brand. A deliberate bet to invest now, because the agents will get better. 5. For skills, you own the process, AI owns the docs. When writing skill files, a human should define the actual workflow and rules. That's your domain. For anything technical, like how a skill connects to an API, let AI write the documentation. Go slow first to go fast. 6. The ROI of AI is not cost cutting. She saved $30k a year leaving Webflow, but she wants to double the spend on intelligence tokens for 10x or 100x the output. It's not about saving money. It's about not paying for things that slow you down. 7. AI is pushing toward flatter orgs and high-impact individual contributors. In her view, she can contribute more as a high-impact IC than in a pure management role. With the right systems, each person can produce what used to take a team. She believes AI will ultimately create more work than it removes, though the transition will be painful for some roles and regions. ## Let's connect Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Anita on LinkedIn: https://www.linkedin.com/in/anitakirkovska/ Check out Vellum: https://www.vellum.ai/
June 25, 2026
Uncensored truth about black hat SEO & AEO | Lars Lofgren, Fractional VP of Marketing
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 schemes, Reddit manipulation, and how Google's algorithm is being exploited right now in ways that would have been unthinkable a few years ago. Lars isn't here to teach you how to break the rules, but as he puts it: it takes a thief to catch a thief. ## My 6 biggest takeaways 1. Google changed its algorithm at the end of 2022, and most old playbooks no longer work. Lars calls it the biggest shift he has seen in his career. The helpful content update is now a permanent part of the algorithm, ready to hurt your site if you cross the line. 2. Link building is no longer the shortcut. He built huge numbers of high quality links in 2023 to save sites that were dropping, and it did nothing. You can no longer go from zero to number one with links alone. 3. The new way to win, is building your entity across platforms. Build your presence on YouTube, Reddit, or LinkedIn first. Then come back to Google, and in his experience you can break many SEO rules and still rank. Note the word he uses: entity, not brand. 4. He calls Reddit the most powerful tool for manipulation he has ever seen. Five upvotes in a decent subreddit can put you on page one of Google for terms worth six or seven figures. Win on Reddit, and you win on Google, every LLM, and Reddit itself at the same time. 5. There is a hidden way to use Reddit that he says is wide open and widely used. Old anonymous accounts. An agency watching product threads. Soft comments with no links and no clear traces. A few fake upvotes to start the momentum. Sometimes they even post the question and answer it with a second account. His advice: if a product ranks on Google through Reddit, assume someone put it there. 6. Every black hat trick from 2008 is back. Expired domains pointed at money pages. The new version: find domains with few links but a strong Google Business Profile full of reviews. That authority is hidden from normal link tools and feeds your entity. ## Let's connect Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Lars on LinkedIn: https://www.linkedin.com/in/larslofgren/
45 total episodes available
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