Masters of Search

Niklas Buschner
  • 5.0 (1)
  • MARKETING

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.

  1. How Webflow gets 10% of signups from AI Search | Vivian Hoang, AEO & SEO Lead @ Webflow

    MAY 8

    How Webflow gets 10% of signups from AI Search | Vivian Hoang, AEO & SEO Lead @ Webflow

    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 to back it up. ### What we covered in this episode - ~10% of Webflow's signups now come from AI search, a real and measurable number that proves AEO is a growth channel worth investing in - AEO builds directly on a strong SEO foundation; don't abandon SEO, optimize both in parallel - If you create genuinely authoritative, useful content, you're already doing the right thing for both Google and LLMs - Webflow shifted from top-of-funnel to mid/bottom-funnel content because conversion rates were higher and ToFU traffic was declining with AI Overviews - Audit what you already have before creating anything new, refresh high-potential pages, and build from there - You can't optimize what you don't measure: identify the prompts your audience uses, track your LLM citations, and find your way into the sources LLMs trust in your category - AEO is a team sport: get leadership bought in with data, educate your marketing team, and run small experiments with visible results before scaling ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Vivian on LinkedIn: https://www.linkedin.com/in/vivianhoang/ Webflow on LinkedIn: https://www.linkedin.com/company/webflow-inc-/

    58 min
  2. How HubSpot literally buried traffic | Jennifer Lapp, Head of Growth Marketing, LATAM & DACH

    APR 29

    How HubSpot literally buried traffic | Jennifer Lapp, Head of Growth Marketing, LATAM & DACH

    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 HubSpot held a literal funeral for traffic as a KPI, and what replaced it: brand presence, AI mentions, citations, and behavioral influence - Operation Everest: how HubSpot killed 50% of its blog content using a Marie Kondo style scorecard tied to ICP fit and revenue quality - The pricing accuracy experiment that moved HubSpot's AI answer accuracy from below 20% to around 80% across all regions - Why AEO is not SEO in new packaging, and where digital PR, classical PR, and SEO start to merge - How HubSpot restructured its growth team from channel ownership to product ownership across Marketing Hub, Sales Hub, Service Hub, and more - Prompt tracking at scale: why 25 well-chosen prompts beat 100 generic ones, and a hint at how many HubSpot actually tracks per language - AI-generated vs AI-assisted content, the revival of personas, and the copyright question most marketers are not asking yet ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Jenny on LinkedIn: https://www.linkedin.com/in/lappjennifer/

    1h 22m
  3. You are what you EEAT | Lily Ray, Founder @ Algorythmic & VP SEO & AI Search @ Amsive

    APR 22

    You are what you EEAT | Lily Ray, Founder @ Algorythmic & VP SEO & AI Search @ Amsive

    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 prompt universe using GSC, keyword tools, PAA, fan-out queries, and paid search data - Why EEAT and expert-led brand building still drive long-term results, and why Reddit, LinkedIn, and Facebook groups are increasingly cited - The tension between ad monetization and the frictionless AI search experience, plus Claude's explosive consumer growth - How Google's fragmented AI surfaces (AIO, AI Mode, Gemini, Discover) might consolidate into a personalized assistant experience ### Links from Lily: - Substack: https://lilyraynyc.substack.com/ - Algorythmic: https://algorythmic.co/ - Branded Questions for AI Search Visibility Checklist: https://docs.google.com/spreadsheets/d/1mQ8kuAZUkEUaKas6IwVDCODbvAJXhXTzpMZKA7BuPlQ/ ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Lily on LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/

    59 min
  4. How big is AI Search, Rise of Claude, ChatGPT fan-out shake-up | #MonthlyLandwehr

    APR 15

    How big is AI Search, Rise of Claude, ChatGPT fan-out shake-up | #MonthlyLandwehr

    Malte is CPO & CMO at Peec AI, one of the leading AI search analytics platforms, and one of the brightest minds in the field. So I want to take all the news, new research and interesting developments and get his perspective on them. ### 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 mix of strong product + OpenAI missteps + Anthropic's PR savvy, and the professional vs. consumer usage split - Why people still treat AI search as a "black box": the parallel to early SEO reverse-engineering, lack of official spokespeople, and influx of non-SEO "experts" muddying the waters - ChatGPT's fan-out query changes (GPT 5.3 → 5.4): site search becoming more common, brand bias implications, and evidence that Google is still the primary grounding source - Digital PR as the key lever for AI visibility: why technical SEO alone isn't enough for LLM citations, the importance of matching content formats (listicles vs. profiles vs. how-tos) to what actually gets cited, and needing PR with an AEO/SEO mindset ▶ 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/

    53 min
  5. Why you still need TOFU content | Saskia Sarışın, Head of Global SEO @ Meltwater

    APR 9

    Why you still need TOFU content | Saskia Sarışın, Head of Global SEO @ Meltwater

    My guest in this episode is Saskia Sarışın, Head of Global SEO at Meltwater, one of the leading media intelligence platforms out there. We'll talk about how Saskia and her team have built up SEO at Meltwater, how she thinks about pillar and cluster strategies at serious scale, how she's navigating the shift toward AI search, and why she still believes in investing in top-of-funnel content, even when that's becoming an increasingly controversial take. ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Saskia on LinkedIn: https://www.linkedin.com/in/saskia-sarisin/ Meltwater: https://www.meltwater.com/ 00:00 Guest intro: Saskia Sarışın, Head of Global SEO at Meltwater 02:04 What is Meltwater and who uses it? 03:55 Saskia's role as Head of Global SEO 07:25 A typical day in an SEO leadership role 10:46 14 pillar pages, 1,000+ cluster articles: How it was built 16:33 When is new content still worth creating? 21:03 First-party data blogs: Distribution and LLM visibility 33:48 Prompt sets for LLM tracking: Saskia's approach 45:07 Why Saskia still believes in top-of-funnel content

    1h 13m
  6. Where ChatGPT gets its products | Tom Wells, Researcher @ Peec AI

    MAR 24

    Where ChatGPT gets its products | Tom Wells, Researcher @ Peec AI

    My guest in this episode is Tom Wells, AI Search Researcher at Peec AI. Tom has spent over a decade decoding ranking signals at companies like Semrush and Searchmetrics, and he recently published some fascinating research that got a lot of attention in the ecommerce SEO and AI Search world. Check out Tom's research: - https://searchengineland.com/new-finding-chatgpt-sources-83-of-its-carousel-products-from-google-shopping-via-shopping-query-fan-outs-470723 - https://peec.ai/blog/how-ecommerce-managers-can-optimize-chatgpt-product-rankings-step-by-step ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Tom on LinkedIn: https://www.linkedin.com/in/tom-loves-data/ Peec AI on LinkedIn: https://www.linkedin.com/company/peec-ai/

    1h 3m
  7. AEO is eating SEO | Steve Toth, CEO @ Notebook Agency

    MAR 19

    AEO is eating SEO | Steve Toth, CEO @ Notebook Agency

    My guest in this episode is Steve Toth, CEO of Notebook Agency and the voice behind AI Notebook and SEO Notebook, two newsletters with 27,000+ subscribers where he cuts through the noise in one of the fastest-moving spaces in marketing right now. In this episode we'll dig into the current state of the industry, how big GEO is already for his agency and his clients and why he thinks ChatGPT is lazy and what he uses instead. Check out Steve's links: - https://seonotebook.com/ - https://ainotebook.com/ - https://stevetoth.coach/ ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Steve on LinkedIn: https://www.linkedin.com/in/stevetothjr/ Notebook Agency on LinkedIn: https://www.linkedin.com/company/notebook-agency/

    1h 4m
  8. Mount AI, Fan-out research, Gemini vs OpenAI, Profound $96M Series C | #MonthlyLandwehr

    MAR 2

    Mount AI, Fan-out research, Gemini vs OpenAI, Profound $96M Series C | #MonthlyLandwehr

    Claude Cowork is replacing agencies. A Mac Mini is the new must-have for AI enthusiasts. And Bing just gave marketers something Google still hasn't. A lot has happened in the last weeks, so it’s time for a new episode of #MonthlyLandwehr. Malte is CPO & CMO at Peec AI, one of the leading AI search analytics platforms, and one of the brightest minds in the field. So I want to take all the news, new research and interesting developments and get his perspective on them. What we covered in this episode - Why one-click AI content is creating "Mount AI", and why the crash is inevitable - Bing's new fan-out query data in Webmaster Tools: exciting or overhyped? - Why Perplexity is being left behind and how Gemini is catching up to ChatGPT - The hidden insight about English fan-out queries and what it means for non-English markets - Profound's $96M Series C at unicorn valuation and why the math only works if they're replacing agencies ▶ 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/

    46 min
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About

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.

Information

  • Creator
    Niklas Buschner
  • Years Active
    2025 - 2026
  • Episodes
    39
  • Rating
    Explicit
  • Show Website
    Masters of Search

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