FEATURED ESSAY
Content & Authority
Evolve your organic growth program for AI search.
Search has expanded beyond Google. AI Overviews, LLMs and new discovery channels are reshaping how customers discover brands. I help growth-stage marketing teams adapt by deciding where to invest, what to measure, and how their organic growth program needs to change.
01THE SHIFT
Search changed. Most organic growth programs haven't.
SEO still matters. But it's no longer the entire system customers use to discover, evaluate and choose brands.
Search results now sit alongside AI answers, publishers, communities, review sites and other sources that shape what AI systems know and recommend.
That changes more than optimization tactics.
It changes which content matters. Where authority comes from. How performance should be measured. How SEO, content, brand and PR work together. And ultimately, what an organic growth team should be responsible for.
For established marketing organizations, the challenge isn't adding another AI search checklist.
It's deciding what actually needs to change.
What I help marketing leaders decide
01
Where should we invest?
Separate meaningful AI search priorities from experiments and noise. Identify where changes to content, authority, technical foundations, distribution and measurement can create the most value.
02
What should we measure?
AI discovery often influences a customer before a click ever happens. Build a measurement approach that combines AI visibility, citations, branded demand, search performance and downstream business signals.
03
What needs to change?
Determine how your existing organic program should evolve across content, off-site authority, workflows, ownership and team priorities.
The goal isn't to create a separate AI search program forever.
It's to build the next version of organic growth.
02IN-HOUSE EXPERIENCE
Built by someone who's run the function.
I've spent 15+ years leading SEO and organic growth inside companies including Hims & Hers and SurveyMonkey.
I've managed the same questions my clients face today: where to place bets, how to prove impact, how to work across product and brand teams, and how to scale content without sacrificing quality.
At Hims & Hers, I led organic growth through the transition into AI search, from inside the function rather than from the outside looking in.
That operating experience shapes how I advise today.
943%Growth in ChatGPT citations over 6 months
240%Growth in Google AI Overview citations
150+Content pieces per month under medical, legal and compliance review
03ADVISORY
AI Search & Organic Growth Advisory
For marketing leaders building the next version of their organic growth function.
Core engagement
Fractional Advisory
Embedded strategic support for marketing leaders actively building or expanding an AI search capability.
I work alongside your leadership and execution teams to guide priorities, pressure-test decisions, improve measurement and help the program move from experimentation into a repeatable operating rhythm.
Entry point
Diagnostic
A 30-day assessment of where your organic program stands and what should change next.
Custom Strategy
Defined projects for companies with a specific strategic question to solve.
Workshops & Training
Executive briefings, team workshops and event talks on AI search and organic growth.
BEST FIT
Who Automattik is built for
Most clients are Series B or later growth companies and established businesses navigating the shift from traditional search into AI discovery, across a range of industries.
- Series B+ / growth-stage companies
- Marketing or organic growth leadership in seat
- Existing execution team
- Actively investing in AI search / organic growth
Teams usually come to Automattik when...
- 01
AI search matters, but the roadmap isn't clear.
There are more opportunities than the team can reasonably pursue, and it's hard to know where to place the bets.
- 02
Organic performance is getting harder to measure.
Traditional traffic and ranking metrics no longer explain the full impact of organic discovery.
- 03
Content and authority need to evolve beyond Google.
The team knows off-site signals, brand reputation, and new discovery channels matter, but the strategy isn't connected yet.
- 04
Ownership is getting blurry.
SEO, content, brand, PR, analytics, and product increasingly influence the same outcomes, without a clear operating model.
04INSIGHTS
Ideas from inside the AI search transition
AI search is moving quickly, but the most important questions aren't usually about the newest tactic.
I write about the bigger changes behind it: measurement, brand authority, content strategy, team design and what happens when discovery no longer starts and ends with a Google click.
More writing
Build the next version of your organic growth program.
If your team is investing in AI search and working through what should change next, let's talk.