G2 is the world’s largest software marketplace, helping millions of buyers research, compare, and select business software based on real-user reviews and market insights.

Advisor

Semify

Semify is a white-label digital marketing partner trusted by thousands of agencies and platforms over the past 16 years. With a team of 200+ experts, Semify delivers scalable SEO, PPC, and Paid Social Ads solutions that help partners reduce cost, increase revenue, and prevent client churn. Their proprietary software and API integrations allow seamless fulfillment within client ecosystems, eliminating the need for an in-house team while expanding service offerings. Semify enables agencies to grow faster, operate more efficiently, and retain more clients with best-in-class marketing execution.

Product Hunt

Product Hunt is the leading platform for discovering and launching new tech products, connecting makers with early adopters and a passionate community of product enthusiasts. With millions of monthly visitors and a global network of founders, investors, and creators, Product Hunt plays a key role in shaping the future of innovation. From daily product launches to curated discussions and events, it empowers entrepreneurs to validate, grow, and celebrate their ideas.

Glean

Glean is a workplace search and knowledge discovery platform that helps teams find the information they need across all their company tools instantly. Backed by Sequoia and launched by former Google Search engineers, Glean is trusted by high-performing companies like Canva, Duolingo, and Databricks to power internal productivity, reduce duplication, and streamline access to institutional knowledge.

Houzz

Houzz is a leading platform for home remodeling and design, offering a curated marketplace and collaboration tools for homeowners and professionals. With over 65 million users globally and a community of over 3 million active home professionals, Houzz bridges inspiration and execution, transforming how people imagine, plan, and create spaces. The company’s Pro suite empowers designers, architects, and contractors with project management, marketing, and CRM solutions.

Ironclad

​Ironclad is a contract lifecycle management (CLM) platform that enables business and legal teams to manage all aspects of the contracting process. Founded in 2014 by Jason Boehmig and Cai GoGwilt, Ironclad serves companies like L'Oréal, Salesforce, and OpenAI, facilitating collaboration and negotiation on contracts while ensuring compliance.

AirOps

AirOps is an AI workflow platform that helps marketers build scalable, AI-driven strategies. Founded in 2022, it enables companies to combine data, AI models, and human input to execute high-impact growth initiatives. In 2024, AirOps secured $15.5M in Series A funding to enhance its AI-powered content and go-to-market solutions. Trusted by brands like Anne Klein, Harvard Business Publishing, and dbt Labs, AirOps is redefining how marketers leverage AI for scale and efficiency.

hims & hers

Advisor to the Senior direct of Organic Growth

HyperGrowth Partners

Partner

Xero

Xero is a global small business platform that helps companies manage their finances more efficiently. Trusted by over 3.95 million subscribers worldwide, Xero provides cloud-based accounting software that streamlines bookkeeping, invoicing, payroll, and financial reporting.

Growth Advisor to Growth /Marketing executives at fast-growing startups | ex-Shopify, G2, Atlassian

I started my career in agencies helping global market leaders scale organic growth - when SEO was considered a "dark art." Agency life taught me how to work fast and juggle big clients, but I wanted to go deeper, own outcomes, and see strategy through to execution.

So I went inhouse, quickly growing in responsibility at top tech companies like Atlassian, G2, and Shopify. Over that decade, I learned how to build effective teams, define winning strategies, and create operating systems that last. I also refined the hiring, operating, and strategy playbooks I still use today.

But I learned something important about myself: managing large organizations doesn’t energize me. As a result, I leaned into consulting, where I could focus exclusively on what I'm great at.

Today, I advise leaders at Meta, Ramp, hims, Upwork, and others on Organic Growth. I also write Growth Memo, a weekly newsletter read by 22,000+ leaders at Amazon, Google, Meta, and the New York Times. And I've shared insights on stages from Sydney to New York to London.

What really energizes me isn't just chasing metrics - it's asking interesting questions, digging through data, and uncovering the stories hidden inside it.

If you're interested in working with me on advisory or sponsorships, please reach out.

Kevin Indig

I just saw a live test of Google's new Web Guide experience (in Germany!).
Much better mix of AI mode and AI Overviews, imho.

I could see Google rolling this out further before AI Mode. Also, more space for ads.

Don't love that it's harder to find the source for each stat.

My 2026 predictions just went out to +23k subscribers in the latest Memo:
1. AI visibility tools face a reckoning
2. ChatGPT launches first quality update
3. Continued click-drops lead to a “Dark Web” defense
4. AI forces UGC platforms to separate feeds
5. ChatGPT’s ad platform provides “demand data”
6. Perplexity sells to xAI or Salesforce
7. Competition tanks Nvidia’s stock by -20%

Premium subscribers get 3 more :).

Agentic SEO is advancing rapidly and adding significant value to the insights layer.

Congratulations to AirOps for raising a meaty $40m round!

I've had the pleasure of working with the team can attest to their excellence.

Here's to the series B, Matt Hammel, Alex Halliday, Eoin Clancy, Josh Spilker, Steven Male, Oshen Davidson, Nicole Guercia, Nicole Nearhood, Amr Shafik, Mike Kenler🥂!

AI shifts search from generic intent to personal identity.

Personas are critical for AI search

The real shift is how people search, click, and buy.

ChatGPT vs Google at Every Stage of the User Journey

AI search changed everything this year.
- Zero-click grew heavily.
- Classic authority signals shifted.
- Freshness and offsite mentions started determining who wins.

To help teams recalibrate, I’m joining AirOps for a practical breakdown of what worked in 2025 and the bold moves you’ll need to make for 2026.

You’ll learn:
 • The most impactful search stats of the year
 • How to build a visibility-first AEO strategy
 • Why recency bias reshapes content refresh cycles
 • How community + video mentions now rival backlinks
 • What was hype vs. what truly mattered

This session is for SEO and content leaders, growth teams, agencies, and brand managers who need to stay ahead.

If you want to solidify your organic traff for 2026, don’t miss it.

We looked at 80 companies and their collective $1.5 billion in venture funding. A distinct pattern emerged between where capital flowed and where value lives.

LLM Monitoring tools (average age: 1.3 years) raised $227 million. Agentic SEO platforms (average age: 5.5 years) raised just $86 million.

Why fund the newcomers over the veterans?
Because investors often conflate "frictionless" with "scalable." Monitoring tools offer instant onboarding and clean financials. They look like perfect SaaS.

But money optimized for ease of adoption often misses ease of cancellation. 

- Low pain: If a brand turns off a monitoring dashboard, they lose some historical charts.
- High pain: If a brand turns off an Agentic platform, their marketing operation stops.

That "messy" operational friction isn't a bug. It’s the moat.

My Slack community is a private space where I share early findings, data, experiments, and tools on AI Search, SEO, and growth before they make it into Growth Memo.

It’s also where I post breaking updates and real-time notes from the conferences I attend.

This interactive space is for operators, marketers, and founders to discuss what’s working, share new data, and connect directly.

Link in comments if you want to join.

A screenshot of a Slack workspace showing a discussion channel named ‘research.’ The screen displays several messages sharing links to articles, data, and insights about AI search, SEO, and industry trends. The left sidebar shows channels and navigation, while the main feed highlights posts with links, images, and reactions from community members.

Digital marketing budgets are growing 7.25% in 2026.

Most of that growth will be wasted chasing a metric that's on the decline: clicks.

Here's the problem: SEO teams are still budgeting like it's PPC. Spend more, get more traffic. But with AI cutting organic clicks in half (or more), traffic has decoupled from visibility.

Your SEO budget doesn't buy results. It buys capacity.

The ability to earn authority, build brand presence, and surface where people actually discover answers. In 2026, that's inside AI outputs, not just search results.

Stop budgeting for traffic forecasts. Start budgeting for capabilities: digital PR, technical excellence, content strength, foundational research, engagement.

Budgets are set to grow. The question is whether you'll redirect it toward influence or waste it optimizing for a world that's already gone.

More on how to do that in today's Growth Memo.

Although AI answers quickly, users validate slowly.

Trust Still Lives in Blue Links

It’s not a "lack of budget" that is killing your AI strategy. It’s a fear of risk.

We assume executives say "no" to AI initiatives because they don't want to spend the money. But recent data suggests we are solving the wrong problem.

According to a Deloitte survey of over 2,700 leaders, the biggest bottlenecks to deploying Generative AI right now aren't technical skills or funding. They are "difficulty managing risks" and "worries about regulations".

The problem? Most teams are still pitching AI strategies using the old playbook: Rankings → Traffic → Revenue.

But that event chain doesn't exist in AI systems. LLMs are probabilistic, not deterministic. You cannot promise a specific ranking or traffic volume from ChatGPT or Gemini.

When you walk into a boardroom promising "certainty" in a random environment, executives see a massive risk. They say no - not because the idea is bad, but because the pitch asks them to fund an outcome nobody can guarantee.

To get buy-in for 2025, you have to stop selling performance and start selling risk mitigation.

Don't try to convince leadership that "it will work." Convince them that "the cost of not knowing is higher than the cost of finding out".

The winning argument sounds like this: "Competitors are already locking in advantages in AI search. If we wait for certainty, we lose the ability to shape our brand's entity authority. We aren't asking for a blind bet; we are asking for a controlled experiment to mitigate the risk of being left out of the next discovery channel".

Takeaway: Executives don’t need certainty about the impact yet. They need certainty that you are running a disciplined process to find the truth before the market decides for you.

Here’s how to make search personas drive revenue.

Making SEO Personas Actionable Across Teams

WordLift

Co-Founder and CEO

InsideOut10

"Find a muse, work hard, be principled, & edit every detail: everything else takes care of itself." @jack

Co-Founder

REDLINK GmbH

RedLink GmbH is a start-up launched on March 2013 in Austria at early stages of offering a linked network of content at the entity or concept level by leveraging on Text Analytics and Linked (Open) Data. RedLink is offering an API semantic engine, that acts as a semantic enabler to be plugged into many applications (starting from Enterprise Information Management, Enterprise Document Managers and Web CMS - both proprietary and open source) for content enrichment linked data publishing and search.

Board Member

InsideOut Today

Company start-up: finding great people, empowering them and re-modelling the online media business for the emerging MENA market, from the signature of the first contracts with first-tier netop in Egypt, Tunisia, Algeria and Pakistan to the exploration of the new frontiers of mobile application development and social media. Once again thanks to everyone who actively supported the initiative and continues to support our work in Egypt.

interact SpA

Business development and general management

University 'La Sapienza' of Rome - Fac. Scienze della Comunicazione

I coordinated the workshop for the graduate students of MMCM (Master in Music, Communication and Marketing) during the I and II edition of the Master.

The workshops scope was to teach, discover and design innovative business models for the music business.

Lecturer

Libera Università LUSPIO

Lecturing for a master course on Online Communication for the Public Sector.

Lecturer: Online Communication for the Public Sector

Flux IM snc

Company start-up, Project Management, Web Developing

Co-founder, Web Developer

Info link srl

Start-up of the ISP core activities:
- Scouting of new technologies, 
- Infrastructure deployment for communication and interactive services (from network configuration up to application development),
- Marketing and communication.
Business Development: in few months the company was up and running, with good economics, an innovative infrastructure and a surprising growth rate.

Multimedia Manager and Web Developer

Flashnet SpA

Web Development using client and server-side technologies on both Microsoft and Unix environment,
Set-up and management of multimedia services (video-conferening, streaming media, instant messaging, chat etc.)

Andrea Volpini is an Internet Entrepreneur and CEO of WordLift and Insideout10 with 20+ years of world-class experience in online strategies, digital media, and SEO. In 2013 Andrea co-founded Redlink, a commercial spin-off focusing on semantic content enrichment, artificial intelligence, and search.

Andrea Volpini is a visionary entrepreneur focused on hi-tech startups working on innovation management with a strong footprint on emerging markets in the Middle East and Africa. In 1995 Andrea started his working experience in the ISP market pioneering the digital media revolution. After the successful startup of his first Internet company at the age of 18, he sold the company and in 1997 he joined Interact focusing on value added multimedia services. He served Interact as the General Manager and under his guidance the company became in 2008 a joint stock company. In 2006 Andrea increased the involvement of the company on the international markets and in 2009 he co-founded and started-up Interact Egypt (now InSideOut.Today). Andrea in 2011 twisted completely his life, sold his shares of Interact, co-founded InSideOut10, acquired the Egyptian company and he's now focusing on digital intelligence, semantic web and artificial intelligence. 

Specialties: 

- Semantic Web, Web 3.0 and Linked Open Data
- Digital Intelligence and Online Marketing
- Digital Publishing
- Content Management
- Usability and Accessibility
- IPTV, OTT TV and Online Video

Andrea Volpini

𝗬𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝘄𝗼𝗻'𝘁 𝗯𝗲 𝘁𝗵𝗲 𝗶𝗻𝘁𝗲𝗿𝗳𝗮𝗰𝗲. 𝗬𝗼𝘂𝗿 𝗱𝗮𝘁𝗮 𝘄𝗶𝗹𝗹.

Google just showed us the future of commerce with agentic AI checkout. Notice what's powering it? 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲𝗱 𝗱𝗮𝘁𝗮.

But here's what most brands miss: AI doesn't just "𝒍𝒐𝒗𝒆" structured data, it requires it.

This isn't about building another sitemap or ontology exercise. It's about fundamentally 𝗿𝗲𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝘀𝗲𝗺𝗮𝗻𝘁𝗶𝗰 𝗱𝗮𝘁𝗮 𝗹𝗮𝘆𝗲𝗿 as your new distribution channel.

While the industry debates "𝘚𝘌𝘖 𝘷𝘴 𝘎𝘌𝘖," brands like La Roche-Posay, our client, featured in Google's agentic checkout demo, already understand: 𝗧𝗵𝗶𝘀 𝗶𝘀 𝗦𝗘𝗢 𝟯.𝟬, where 𝘆𝗼𝘂𝗿 𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲 𝗴𝗿𝗮𝗽𝗵 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘆𝗼𝘂𝗿 𝘀𝘁𝗼𝗿𝗲𝗳𝗿𝗼𝗻𝘁 𝗮𝗻𝗱 𝗿𝗲𝘁𝗿𝗶𝗲𝘃𝗮𝗹 𝘀𝘆𝘀𝘁𝗲𝗺𝘀 𝗱𝗲𝗰𝗶𝗱𝗲 𝘆𝗼𝘂𝗿 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆.

𝗦𝗘𝗢 𝟯.𝟬 𝗶𝘀𝗻’𝘁 𝗮𝗯𝗼𝘂𝘁 𝗺𝗲𝗻𝘁𝗶𝗼𝗻𝘀 𝗼𝗿 “𝗔𝗜 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆.”
𝗜𝘁’𝘀 𝗮𝗯𝗼𝘂𝘁 𝘁𝗼𝗼𝗹 𝘀𝗲𝗮𝗿𝗰𝗵.

With Anthropic’s new tool-search capability, models query your tool catalog with BM25/regex, load only what they need, and 𝗽𝗶𝗰𝗸 𝘁𝗵𝗲 𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻 𝘁𝗵𝗮𝘁 𝗯𝗲𝘀𝘁 𝗺𝗮𝘁𝗰𝗵𝗲𝘀 𝘂𝘀𝗲𝗿 𝗶𝗻𝘁𝗲𝗻𝘁.

Your brand stops being a webpage.

It becomes 𝗮 𝘀𝗲𝘁 𝗼𝗳 𝗰𝗮𝗹𝗹𝗮𝗯𝗹𝗲 𝗰𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗮𝗯𝗹𝗲 𝗯𝘆 𝗔𝗜.
If an agent can’t find your functions, by name, description, or argument schema, you don’t “rank” in the reasoning loop.

This is the shift:
𝗡𝗼𝘁 𝗮𝗽𝗽𝘀. 𝗡𝗼𝘁 𝗰𝗼𝗻𝘁𝗲𝗻𝘁. 𝗡𝗼𝘁 𝗺𝗲𝗻𝘁𝗶𝗼𝗻𝘀. 

But actions that AI can search, understand, and execute.

𝗦𝗘𝗢 𝟯.𝟬 (𝗜 𝗸𝗻𝗼𝘄 𝘀𝗼𝗺𝗲 𝗼𝗳 𝘆𝗼𝘂 𝘀𝘁𝗶𝗹𝗹 𝗰𝗮𝗹𝗹 𝗶𝘁 𝗚𝗘𝗢) = 𝗺𝗮𝗸𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗰𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀 𝘀𝗲𝗮𝗿𝗰𝗵𝗮𝗯𝗹𝗲 𝗯𝘆 𝗺𝗮𝗰𝗵𝗶𝗻𝗲𝘀, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗿𝗲𝗮𝗱𝗮𝗯𝗹𝗲 𝗯𝘆 𝗵𝘂𝗺𝗮𝗻𝘀.

My prediction (see slide below) aged well. 😉

𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗦𝗘𝗢 is no longer just copy and intuition, 𝗶𝘁 𝗶𝘀 𝗺𝗮𝘁𝗵. The game is still influence and growth, but the web we optimize for is now 𝙥𝙖𝙧𝙩𝙡𝙮 𝙨𝙮𝙣𝙩𝙝𝙚𝙩𝙞𝙘, 𝙞𝙣𝙘𝙧𝙚𝙖𝙨𝙞𝙣𝙜𝙡𝙮 𝙧𝙚𝙖𝙙 𝙖𝙣𝙙 𝙬𝙧𝙞𝙩𝙩𝙚𝙣 𝙗𝙮 𝙧𝙚𝙖𝙨𝙤𝙣𝙞𝙣𝙜 𝙨𝙮𝙨𝙩𝙚𝙢𝙨 𝙨𝙢𝙖𝙧𝙩𝙚𝙧 𝙩𝙝𝙖𝙣 𝙚𝙫𝙚𝙧. In this new article I show how to gently manipulate reranking for your favorite LLM, without turning your content into spam. 

Grab a coffee ☕, this is a fun one (and there’s code to play with)!

When AI Overview or ChatGPT recommend a product, they are not just generating text. Behind the scenes there is usually a two step pipeline: A retrieve

Open article: Gradient-Based Reranking and the Future of Content SEO by Andrea Volpini • 3 min read

Gradient-Based Reranking and the Future of Content SEO

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