George owns Minuttia, an SEO and content agency for B2B software companies, and still leads its strategy and research. His team runs data studies on AI search, from how much Google and AI search visibility overlap to whether self-promotional listicles still get cited. He also co-founded Applied, an in-person event for operators.

We get into why "SEO is dead, focus on AI search" is the wrong takeaway, and the three layers that drive AI search visibility: brand experience, owned perception and multi-channel perception. George explains why one page about RFPs costs Minuttia leads in AI recommendations and whether listicles still work. Plus: how to compete when HubSpot shows up in every answer, and why Minuttia still pays humans to write.

Chapters

00:00 Intro

00:42 George, Minuttia and getting into B2B SaaS

04:03 Still doing SEO? Strategy, studies and a new event

10:11 What's not working: the "SEO is dead" myth

13:48 Short-termism and AI search shortcuts

15:43 Layer 1: brand experience

17:45 G2 reviews: why count matters more than rating

25:33 Example: Meilisearch

28:18 Why AI search won't reward mediocre brands like Google did

29:20 Layer 2: owned perception

30:49 The evaluation attributes AI uses to recommend software

34:06 The "we don't do RFPs" page that costs leads

35:58 Layer 3: multi-channel perception

37:17 YouTube citations: Google vs. ChatGPT

38:14 Do self-promotional listicles still work?

40:09 When AI-generated YouTube listicles backfire

42:54 How brand experience shapes what people say on Reddit

44:36 You can't be HubSpot: win by specializing

48:46 AI content: deniers, absolutists and the middle ground

53:43 Is it OK to turn a podcast into an AI-written blog?

55:48 Where to find George

Links

Minuttia: https://minuttia.com

Applied (Lisbon, October 30): https://applied.events

George on LinkedIn: https://www.linkedin.com/in/georgioschasiotis/

B2B SaaS SEO & Content Podcast: interviews with the people behind SEO at SaaS companies about what actually gets results. New episodes weekly at https://cristianungureanu.com

Connect with Cristian: https://www.linkedin.com/in/cristian-gabriel-ungureanu/

Nick has spent 15 years making B2B brands interesting, believable and memorable: head writer at the Chive, head of brand at Rev, then Rattle, ManyChat and Sweep (acquired by ServiceNow). At Sweep, as a team of one, he used proprietary data and newsjacking to grow the brand's visibility 4x across 100 AI discovery prompts. He has also built messaging houses for 50 to 60 companies.

In this episode:

- Which content formats still work, and why short-form video is the way in

- Why company blogs should run like newsrooms, plus the news API and Google Sheets setup he uses to find stories every day

- How proprietary data (and a South Park episode) got Sweep cited more often in AI answers

- Why brand sits above content, PR and reviews, and why in-person events may outlast the open web

Chapters

00:00 Intro: Nick's path from the Chive to Sweep

03:02 Which content formats work right now

05:41 Will the blog survive? Run it like a newsroom

07:44 The news API setup for daily story ideas

09:12 How to build a content program at a new company

14:49 Brand marketing vs. product marketing

19:46 Attention vs. trust: the IBM test

21:03 Channel-native content vs. the waterfall model

23:42 The dark forest theory of the internet

25:03 SEO is deterministic, AI is probabilistic

26:11 How Sweep grew its AI visibility 4x

30:13 Turning 15,000 chatbot questions into a report

34:58 Where brand fits: content, PR and reviews

41:08 When even video can't be trusted

43:29 Why events are the future of marketing

44:59 Where to find Nick

Links

Nick Gaudio on LinkedIn: https://www.linkedin.com/in/gaudio404/

Maggie Appleton's essay on the dark forest internet: https://maggieappleton.com/ai-dark-forest

B2B SaaS SEO & Content Podcast: interviews with the people behind SEO at SaaS companies about what actually gets results. New episodes weekly at cristianungureanu.com

Connect with Cristian: https://www.linkedin.com/in/cristian-gabriel-ungureanu/

Anastasiia has been in SEO for 10 years and runs Upcorn, a Ukrainian agency covering SEO, App Store optimization, generative engine optimization and Reddit marketing for B2B, SaaS, mobile app and e-commerce clients.

We get into what "high-quality content" means now that AI can do the research-and-rewrite job, and why letting AI re-optimize articles added made-up errors instead of fixing real ones. Anastasiia shares what LLMs cite most in SaaS (listicles, Reddit, G2, Clutch, Medium) and how her team builds prompt tracking. We also cover how to prove SEO and AI search leads when branded and organic traffic blur together, and why, after 10 years, she'd stop treating keywords as the KPI.

Chapters

00:00 Intro: Anastasiia and Upcorn Agency

03:22 Articles that brought ChatGPT leads in month one

06:33 What "high-quality content" actually means

09:17 Where AI content still falls short

10:54 When AI "fixes" added made-up errors

13:29 Grounding AI in client documents

16:37 What LLMs cite: listicles, Reddit, G2

18:21 How to set up prompt tracking

19:51 Measuring SEO and AI search results

22:53 Separating branded from organic leads

25:01 Self-reported attribution

26:16 Why founders can tell when SEO works

27:38 What she'd unlearn after 10 years in SEO

30:44 Wrap-up

Links

Upcorn Agency: https://upcorn.agency

Anastasiia Krasiukova on LinkedIn: https://www.linkedin.com/in/anastasiia-krasiukova-147571151/

B2B SaaS SEO & Content Podcast: interviews with the people behind SEO at SaaS companies about what actually gets results. New episodes weekly at cristianungureanu.com

Connect with Cristian: https://www.linkedin.com/in/cristian-gabriel-ungureanu/

Saket started out as a technical writer and went on to build a link building agency that works only with B2B SaaS companies. Ten of its clients have stayed with the agency for 7–8 years. In this episode we cover why he'd take a relevant DR 40 link with real traffic over a DR 90 link, why niching down to one vertical made the business, and how he educates clients (or turns them away) when their expectations don't match what gets results.

We also look at the bottom-of-funnel playbook in the AI era. Do links and listicle placements still get you ranked? Do they get you cited by ChatGPT and other LLMs? And what do you need on top of that? Saket also shares what running the SaaS SEO Alliance conference taught him that client work never did.

Chapters

00:00 Intro

00:31 From technical writer to SaaS SEO agency founder

03:09 How they keep clients for 7–8 years

03:46 Why they only work with SaaS

06:13 What winning campaigns have in common: topical relevance over DR

10:18 Educating clients and knowing when to say no

13:41 SEO expectations in the AI era

14:44 The BOFU playbook: does it still work, and does it get you cited by AI?

21:09 What SaaS companies underestimate about off-page SEO

24:12 Lessons from running the SaaS SEO Alliance conference

28:23 Staying humble, and leaving Google to start an agency

31:52 Where to find Saket

Links

Digital Gratified: https://digitalgratified.com/

SaaS SEO Alliance: https://saasseoalliance.com/

Saket on LinkedIn: https://www.linkedin.com/in/saketaggarwal-tech-writer/

B2B SaaS SEO & Content Podcast: interviews with the people behind SEO at SaaS companies about what actually gets results.

Connect with Cristian: https://www.linkedin.com/in/cristian-gabriel-ungureanu/; http://cristianungureanu.com/