Hey there 👋

I'm George, and here's the (super) short version of my story:

- Built a 7-figure content marketing agency for SaaS companies
- Worked with 50+ leading SaaS companies such as ServiceTitan, Toggl, Docebo, Sitecore, Guru, and NordVPN
- Helped portfolio companies of renowned investors such as Sequoia, Accel, and Bessemer Ventures
- Built and managed a team of 20-25 people
- Built a newsletter on B2B growth with 5,000+ readers
- Spoke at leading physical events in 9 different countries
- Featured in 50+ media outlets such as ProductLed, Growth Unhinged, Reforge, and Superpath
- Angel invested in 1 SaaS startup

What will you get by following me?

- Behind the scenes of running my companies
- Actionable tips on how to grow a successful B2B company
- No-fluff advice that's based on experiments and things I try out myself

How to work with me?

1) AEO Agency: Visit minuttia.com/lets-talk and submit a form request
2) Newsletter: Visit growthwaves.com and sign up for free
3) Speaking and Angel Investment Requests: Visit georgechasiotis.com and submit a form request

In my career, I’ve met two types of in-house marketing leaders:

1 — Marketing Leader

They care about their team. They want them to succeed, and they’ll stand up for them when performance slips or leadership pushes back. They have strong opinions—because they know what they’re doing. And often, that puts them in the position of having to fight for the right things with senior leadership. They’re hands-on and closely monitor trends, but they don’t make rushed decisions. They treat service providers like part of the team, and show their appreciation. They have a measured appetite for risk, and want to discover new things and innovate. 

In short, they’re not afraid to get fired. They know their worth, and they know they are competitive in the marketplace.

2 — “marketing leader”

They exist to please senior management and the board, if there is one. They couldn’t care less about their team, and they treat anyone doing well as a threat. They’ll never stand up for anyone but themselves. Their opinions blow with the wind—whatever their favorite influencer said that week. They’re not hands-on. They hide behind vague responsibilities, and don’t get any real work done. They treat service providers like shit, and rarely show appreciation. They avoid risk. Safe and easy is their default setting.

In short: these are “marketing leaders” afraid to get fired. They know they got the job through politics—not merit. And deep down, they know they won’t land the next one as easily.

If you’re the first kind, you’re my kind of marketing leader.

George Chasiotis

Founder at Minuttia // B2B SaaS Growth // Views are my own

I recently heard a VC say, “AEO is where the opportunity is,” and that “SEO tools are no longer interesting” from an investment standpoint.

I agree with the latter. SEO is a mature category. Tools like Ahrefs and SEMrush lead the space, with a long tail of competitors fighting for share. Depending on whom you ask, it’s still a growth category, but it’s clearly volatile and highly fragmented. So yes, SEO isn’t a category investors should be excited about.

What I don’t agree with is the idea that “AEO is where the opportunity is.” At Minuttia - AEO Agency, we recently ran a study on this emerging software category. When we looked at the origins of tools offering AI search tracking, here’s what we found:

- AEO-native: 176 tools (73.3%)
- SEO: 42 tools (17.5%)
- Adjacent (everything else): 22 tools (9.2%)

That’s 176 tools entering the arms race in less than two years (and more are coming).

In terms of the funding status, our team discovered:

- Bootstrapped: 40 tools (22.7%)
- Has Raised: 39 tools (22.2%)
- Unknown / Not classified: 97 tools (55.1%)

The 39 funded tools have raised a combined $257.9M, an average of ~$8.3M and a median of $2.5M.

A quarter of a billion dollars has already been poured into a new and unproven category. While the ceiling is still unclear, we can draw useful lessons from the more established SEO space.

SEO remains competitive (but not cutthroat) with a few incumbents and a long tail of niche players. I believe that something similar will happen to the AI search tracking category.

Here are a few things I’d like to point out based on our data and my intuition regarding the future of the category:

1 — AI search tracking—the core use case for most tools in this category—is already commoditized. They’ll need to differentiate or face a slow fade-out.
2 — Since the core use case is commoditized—and most tools lack the experience, discipline, or innovation to stand out—they’ll default to dropping their prices.
3 — Many (if not most) of these tools will go out of business, consolidate, or pivot.
4 — A handful of leaders will likely emerge, but under investor pressure to grow faster, better, and more efficiently.
5 — I doubt the opportunity here is big enough to justify IPOs. Investor interest in secondaries will likely be low, leaving acquisitions as the only realistic path to liquidity.
6 — With that in mind, I wouldn’t be surprised if some AEO leaders are acquired by traditional SEO incumbents like Ahrefs.
7 — Expect headwinds ahead—especially around quality-of-results volatility, as Kevin predicted in his 2026 outlook.

What does this mean for you as an investor?

Founders will pitch this as “the future you don’t want to miss,” but the data tells a different story: the category is already crowded.

That would be true if this were an already established category. It’s not, and there will be volatility ahead. Invest wisely.

Time flies. Another year just ended. Like clockwork, we make plans, write down goals, and pretend we’re in control. But we’re not. The past few years proved that.

Yes, I know—LinkedIn is a “professional” network (laughable at this point). But hear me out as I’m going deep for a moment. The only thing we really control is how we experience life. That’s what I’m focusing on this year (and beyond).

Here’s what I’ll be paying more attention to:

- Mindset: Staying aligned with my personal vision and maintaining mental clarity and emotional consistency
- Focus: Doing fewer things, but with more meaning (and less soul drain)
- People: Keeping only those who nourish me and help me grow
- Online/Offline: Less mindless scrolling on LinkedIn, more deep work, meaningful output, and time spent offline

Step away from LinkedIn for a while, come back, and it hits you: all this *every bit of it* is meaningless. We give it too much attention. We stress over it way too much.

Who gives a fuck if someone raised another round? Or bootstrapped to {X} and flexes with every post? Or scaled to {Y} employees in {Z} months? Or got promoted and just had to share it with the world?

That’s not your reality. And it doesn’t matter. Ignore the noise. Focus on what matters. 

Yes, health, happiness, and whatever else you’re chasing. But more than anything, I wish you substance. And reality.

Spend less time here, living the lives of others. And more time out there, living your own. That’s a life worth living.

Happy New Year.

Something I hear a lot these days: Companies want “visibility in chatgpt” but aren’t interested in investing in traditional SEO. I think this comes down to two main reasons:

1 — Perception Hangover

SEO’s bad reputation from the past 3 years (okay, maybe the past 25) still lingers, and it affects how companies make marketing investment decisions. I don’t think SEO professionals have done a good enough job communicating the positive impact organic search can *still* have for many companies.

2 — SEO x AEO

The relationship between SEO and AEO hasn’t been clearly communicated, especially to marketing leaders who are far from ground truth and mostly influenced by peer chatter and influencer takes. There’s real (but often overlooked) overlap between the two, and the marketing industry needs better education around it.

Visibility in AI search matters—especially for digital-first businesses with audiences using chatbots to find information and products. The truth is that good old SEO is a prerequisite for getting there. (We can argue about how much overlap there is, but there is overlap.)

Search marketers need to do a better job of communicating this, without overcomplicating it. SEO never stopped working. And if AI search adoption continues to grow, the opportunity is too big to ignore. It’d be a shame for companies to miss it and for the SEO industry to miss the opportunity to benefit from it.

I want to share a few things about one of our clients at Minuttia - AEO Agency. They’re a vertical SaaS in a cutthroat category, yet they’ve become a category leader with 9-figure ARR.

Their content program is massive—it covers everything you can imagine, and then some. It’s also mature at this point. At least when it comes to organic and AI search, they’ve covered most of the ground. (If you’ve done marketing for a vertical SaaS, you know getting there isn’t as tough as it sounds.)

At this stage, most companies would shift to maintenance mode—doing plumbing work as their content inventory grows. But that’s not what they’re doing as they’re hungrier than ever. That’s why I’m sharing this with you. You might find something useful, or at least get inspired to raise your own bar.

So, here’s what they’re doing:

1 — Mapped every keyword under the sun in a project they called ‘keyword universe’
2 — Added every single missing keyword into the human content creation pipeline
3 — Developing a signal-based update system for their existing content inventory*
5 — Running content updates with a human in the loop for specific content types
6 — Adding content updates for all other content types to a human content creation pipeline
7 — Exploring opportunities for AI content (w/ human in the loop) outside their ‘keyword universe’
8 — Identifying opportunities for video creation based on existing content (repurposing)
9 — Identifying opportunities for video creation based on non-existing content (net new)
10 — Identifying and acting on social listening (e.g., Reddit) opportunities

*This system is built on AirOps

To be clear, I’m not saying you should do all of this. That’s a massive brand with unlimited resources, after all. But the fact that a company like this stays hungry, despite already covering so much ground, should be a lesson to every brand that’s still catching up.

There are, and always will be, unleveraged opportunities, low-hanging fruit, and out-of-the-box initiatives for those who can’t stop growing.

One of Minuttia’s client blogs grew 4x in 2025. Here’s the context, what we did, and how that growth translates into business impact.

Context: 

- Technical B2B SaaS
- Dual growth motion (PLG + SLG)
- Mature, competitive category
- Strong brand built through a large open-source community

The advantage of working with a product like this is that the established brand lifts almost everything we do—content, SEO, and AEO included.

On the input side… 

- 50 new content pieces
- 6 content updates

… these led to:

- ~250 organic clicks on weekdays from Minuttia-produced content
- 4M+ organic impressions since the start of the engagement
- Many targeting commercial intent terms (e.g., alternatives, tools, reviews)
- #2 Visibility Score in AI search for product-related topics
- #2 Share of Voice in AI search for the same topics
- #1 for Citations, with most citations coming from Minuttia-created pages
- New accounts created (PLG) directly attributed to Minuttia’s work
- Attribution from both Google search and AI search traffic

We track all this using two proprietary reports:

1 — a Looker Studio dashboard covering Minuttia-produced content
2 — internal software for tracking AI search visibility

Building a successful content strategy for a technical audience isn’t easy. Software engineers—our target audience in this engagement—are highly analytical and have no patience for sales-y, shallow content. Add in the need for code snippets and technical accuracy, and things get even more complex.

Minuttia - AEO Agency’s team is doing an outstanding job, and the client is very happy with the results so far. Now, we’re focused on expanding our top performers and uncovering new opportunities to grow both organic and AI search visibility. Huge shoutout to Milica, Adrian, and the rest of the team involved in this engagement—well done.

Since it’s the beginning of the year, I thought it might be helpful to share how I structure my annual goals. Take what’s useful and ignore the rest.

I live by a simple personal vision statement:

Be healthier, happier, wealthier, wiser while having fun and helping others.

That’s the foundation for my daily activities and the goals I set each year. Each of these buckets…

- Health
- Happiness
- Wealth
- Wisdom
- Having fun
- Helping others

…has measurable goals. I set the bar high, which means I don’t always hit every target, and that’s fine. It’s part of the process.

One of my Happiness goals, for example, is swimming a certain number of days each year. You might say that swimming belongs under Health, but for me, it’s more about feeling happy than being fit.

Ultimately, every goal should ladder up to an overarching pillar from your personal vision statement. The way I see it: your personal vision is who you are; your goals are how you become that person.

One thing to keep in mind: all goals should be measurable. “Be healthier this year” doesn’t mean anything unless you define what that looks like. Set goals that hold you accountable at the end of the year, or whatever review cycle you follow.

A framework like this makes everything simpler and more focused. It becomes your compass—your center of gravity—keeping you aligned with who you want to be and how to get there.

taplio

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