Shows
Masters of SearchTHINK LIKE A CONTENT ENGINEER | Lucy Hoyle, Senior Content Engineer @ Carta
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.
▶ Le...
2025-12-171h 00
Masters of SearchTHIS FINTECH JUST DID £560M PROFIT | Fabrizio Ballarini, Head of Organic Growth @ Wise
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...
2025-12-111h 30Masters of SearchTHIS FINTECH JUST DID £560M PROFIT | Fabrizio Ballarini, Head of Organic Growth @ Wise
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...
2025-12-111h 30
Masters of SearchBOOTSTRAPPED TO $8M ARR | Sandra Đajic, Senior Marketing & Growth Lead @ Chatbase
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...
2025-12-0348 min
Masters of SearchENTERPRISE SEO MASTERCLASS | Roberto Grasiano, ex Head of Organic Growth & SEO @ Shutterstock
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:
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...
2025-11-261h 13
Masters of SearchSEO FOR PLG MASTERCLASS | Luis Rodriguez (ex Head of Organic Growth @ Miro)
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...
2025-11-201h 02
Masters of SearchWIN IN SEO AS AN EARLY-STAGE STARTUP | Irina Maltseva, Growth Advisor @ Aura, Sphere, Artisan & more
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 webs...
2025-11-2052 min
Masters of SearchSTOP OBSESSING OVER KEYWORDS | Margarita Loktionova, Content Marketing Lead @ Semrush
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
▶ Let's connect! 🔗
Niklas on LinkedIn: https...
2025-11-201h 02
Masters of SearchWHY AEO MIGHT JUST BE SEO | Andy Muns, Director of AEO @ Telnyx
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 used to...
2025-11-201h 00
Masters of SearchHOW SURFER BOOTSTRAPPED TO €15M ARR | Tomasz Niezgoda, Co-Founder & CMO @ Surfer
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 Ah...
2025-11-2059 min
Masters of SearchB2B SAAS MARKETING MASTERCLASS | Bert Winterfeld, Head of Performance Marketing @ HERO Software
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 Linke...
2025-11-201h 01
Masters of SearchHOW TO WIN AI SEARCH | Eoin Clancy, Head of Growth @ AirOps
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.l...
2025-11-2054 min
Masters of SearchDRIVE PIPELINE FROM SEO | Carla Chicharro, Director of Revenue Marketing @ Mitiga Solutions
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/
2025-11-201h 02
Masters of SearchHOW TO WIN AGAINST 100X BUDGETS IN B2B SEO | Ayla Grzegowski, Team Lead Content & SEO @ awork
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...
2025-11-1948 min
Masters of Search$200M ARR B2B SAAS MARKETING STRATEGY | Margus Veeber, Head of Web @ Pipedrive
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 Linke...
2025-11-1957 min
Masters of Search€90M HOME24 SEO PLAYBOOK | Federico Cutillo, Head of SEO @ home24
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/
2025-11-1950 min
Masters of SearchWHY GOOGLE WILL CRUSH CHATGPT | Kirk Williams, Founder @ ZATO PPC Marketing
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/
2025-11-191h 14
Masters of SearchADS TO AI — 10X YOUR VALUE AS A MARKETER | Mike Rhodes
Mike Rhodes has become one of the most influential voices around PPC and AI. After building and selling four businesses, Mike has spent a lot of time building products like the famous PMAX Insights Script and teaching people how to do the same.
📌 Check out https://8020agent.com and https://adstoai.com
▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Mike on LinkedIn: https://www.linkedin.com/in/mikerhodesideas
2025-11-191h 15
Masters of Search€100M GOOGLE ADS LEARNINGS | Bob Meijer, Co-Founder @ PPC Mastery
Bob Meijer has spent over €100M on Google Ads, is a 2x Top 50 Most Influential PPC Expert, and built a 1,900+ member community, but he almost never does interviews anymore. Until I asked him to join mine.
Together with Miles, Bob co-founded PPC Mastery and started The PPC Hub. One of the largest (if not THE largest) PPC communities on the planet.
While most PPC "experts" are busy selling courses with theory, Bob has been quietly building something real.
1,900+ members learning from someone who actually walks the walk.
€2M+ in monthly ad spend under mana...
2025-11-191h 40
Masters of Search€400M B2B SAAS SEO PLAYBOOK | Felix Zipf, Senior Director Marketing @ sevdesk
Felix spent 10 years building the marketing that led sevdesk from startup to a €400m exit. In this episode of the Masters of Search, he’s revealing how search (especially SEO) played a key role in it.
While most marketing leaders jump companies every 2–3 years, Felix stayed the course at sevdesk for a full decade.
And it paid off big time.
He told me that search marketing was one of the key pillars of their growth strategy throughout the entire journey.
So key, that when I asked their CFO (yes, I really did th...
2025-11-1959 min
Masters of SearchWill SEO Agencies SURVIVE? | Matthäus Michalik, Co-Founder @ Claneo
Matthäus built one of Germany's top SEO agencies in less than 10 years, working for A-level clients like HelloFresh, Henkel, or KfW. This Thursday, he's sharing his learnings and how he navigates his 80-person agency through the GEO transformation.
While most SEO consultants are still working solo or with small teams, Matthäus co-founded Claneo with Magdalena and Martin and scaled it to 80 people.
He told me that he's currently in one of the most interesting phases of the company, because they're steering an entire organization through the biggest shift in the search ecosystem for 20 ye...
2025-11-191h 06
Masters of SearchChatGPT DECODED! How AI Search works | David Konitzny, PO Organic Search @ KKP | Masters of Search
David Konitzny has probably spent 100+ hours figuring out how AI Search really works. While most SEO professionals are still guessing about AI search, David has been reverse-engineering the actual systems.
As Product Owner Organic Search @ KKP (Kosch Klink Performance GmbH), he's not just theorizing but dissecting Google's and ChatGPT's code, extracting internal AI prompts, and analyzing real performance data.
This is the guy who:
Analyzed Google's "folsrch" system and mapped out how AI Overviews are actually built
Figured out how to extract Gemini's internal search prompts
Analyzed thousands of AI Overview impacts with hard...
2025-11-191h 11
Masters of SearchSEO is DEAD | Malte Landwehr, CMO & CPO @ Peec AI
Malte Landwehr just quit his 6-figure corporate job (VP SEO @ idealo) to bet everything on AI search. So I went live with him on the 1st episode of "Masters of Search", to ask him everything about it.
Malte spent 5 years leading one of Europe's strongest SEO machines. And he walked away from it all to join a 10-person AI startup.
Why?
Because he believes we're about to witness the biggest shift in digital marketing history.
When someone with Malte's track record bets his career on it, you should pay attention.
2025-11-191h 11
Perspective Talk - Der Funnel Marketing PodcastNiklas Buschner über B2B Funnels & Google 101: Tracking für Perspective, typische Fehler und mehrPerspective Talk EP 64
In diesem Perspective Talk begrüßen wir den SEO & SEA Experten Niklas Buschner als Gast. Er ist Geschäftsführer der Google Agentur Radyant.
Für dich als Marketer wird das kein gewöhnlicher Perspective Talk, denn Niklas teilt nicht einfach nur Wissen – er teilt geheime Tricks, die deine Präsenz auf Google entscheidend stärken können.
Du erfährst, welche typischen Fehler du beim Tracking vermeiden solltest und wie du mit Googles neuesten Funktionen wie Consent Mode und erweiterten Conversions deine Datenerfassung und Kampagneneffektivität auf ein neues Level hebst. Mit diesen In...
2023-09-201h 00