In this episode, we’re joined by Ruan Smit, SEO & Growth leader at Sendcloud, the leading shipping platform helping 30,000+ e-commerce brands connect carriers, print labels, and turn delivery into a competitive advantage. With a blend of technical SEO, AI know-how, and real-world growth experience across agencies, e-commerce, and SaaS, Ruan shares what actually moves the needle when AI is rewriting search.

We spoke with Ruan about how to gain visibility when AI Overviews and LLMs answer first, and how Sendcloud structures content, tech, and brand citations to appear where customers look—without losing focus on the pages that drive revenue.

Here are some of the key questions we address:

• How do you prioritize GEO (Generative Engine Optimization) without sacrificing the SEO “money pages” that pay the bills?
• What specific page structures (summaries, headings, FAQs, schema) increase your chances of appearing in Google’s AI Overview?
• Where should teams invest to earn brand citations LLMs trust, and how do you do it without sounding salesy?
• When does domain consolidation outperform country-by-country sites, and what are the must-do steps for clean migrations and 301s?
• How do you track performance in a zero-click world—what proxies (impressions, BOFU outcomes, referrers) matter most?
• What’s the practical workflow for “reverse-engineering” AI Overviews to refresh content that actually ranks and converts?
• Are videos still worth it for discovery, and why is hosting on YouTube more important than ever for LLM sourcing?

🎧 Tune in to hear how Ruan blends solid SEO fundamentals with GEO tactics, proving that sustainable growth in the AI era comes from clear structure, smart measurement, and showing up helpfully wherever your buyers look.

In this episode, we’re joined by Lukas Saari, CEO and Co-Founder of Tandem Health, the AI-driven platform transforming how clinicians and healthcare teams work together to deliver better patient outcomes. By combining customer obsession with advanced automation, Tandem Health empowers providers to streamline workflows, reduce administrative burden, and keep the human touch at the center of care.

We spoke with Lukas about how AI is reshaping one of the most traditional industries and how Tandem Health has built trust with customers by deeply understanding their real-world pain points.

Here are some of the key questions we address:

• How do you build trust with customers in industries where credibility and experience matter most?

• Why should commercial and product teams include people who’ve actually lived their customers’ pain points?

• How does every new onboarding experience fuel product innovation?

• What role does deep customer understanding play in deciding where to take the product next?

• Why must SaaS founders think in terms of “jobs to be done” rather than features, and how does that mindset unlock customer value?

🎧 Tune in to hear how Lukas combines customer empathy, sharp execution, and a forward-looking approach to AI adoption, proving that scaling in SaaS isn’t just about technology, but about truly understanding the people you serve.

In this episode, we’re joined by Marili 't Hooft-Bolle, CEO, Trengo, the AI-powered omnichannel customer engagement platform that unifies messaging across email, WhatsApp, live chat, social media, and more into a single shared inbox, helping teams automate repetitive tasks while preserving the human touch. Trusted by thousands of businesses worldwide, it empowers brands to deliver seamless, delightful customer interactions across every channel.

We spoke with Marili about how AI is changing the way they operate at Trengo - and how it has led to a future-proof mentality across the business in everything they do.

Here are some of the key questions we address:

• How do you, as a CEO, drive AI adoption across the teams in their daily operations?
• Why you may need to "update" your cultural and performance values to support the new AI era for operators?
• What is the process to make sure new AI initiatives are focused on must-haves vs nice-to-haves?
• How does she see the roles of product, engineering, and marketing need to adjust in this new era to fully leverage AI?
• Why does she encourage everyone to be ready to dedicate some "learning money" on their journey to find the best AI leverage for their business?

🎧 Tune in to hear how Marili combines empathy, discipline, and sharp business acumen to guide her team through the reality of scaling in a rapidly evolving tech environment, proving that great companies are built not just on strategy, but on people who grow with intention.