Marketing that a technical founder can actually run
Most SEO advice for founders is either agency scale or vague content marketing. Neither works when you are shipping product every week. I build repeatable content systems, SERP driven briefs, and evergreen page structures a small team can execute without hiring an agency.
The goal is boring, honest discoverability. Pages that rank for the queries your buyers actually type, not the ones your marketing tool suggests.
Search is changing, and it matters
Google AI Overviews now show on more than 15 percent of English language queries, and rising. ChatGPT, Perplexity, and Claude collectively serve billions of queries a month that never touch a traditional search engine result page. For any SaaS product, being cited by LLMs is now as important as ranking in Google.
That changes the mechanics of on page SEO. Structured schema, entity level markup, clean canonical URLs, per page Open Graph, `llms.txt` and `llms-full.txt` conventions, and content organised around definitions and comparisons all matter more than they did two years ago. This is the work I do on my own site and the discipline I bring into client engagements.
Positioning first, keywords second
Before I look at keywords I look at how the product is described on its own homepage. Most AI products are impossible to search for because they are impossible to describe. Fix the positioning, then the SEO work becomes mechanical.
I bring this lens to my own live products and to the founders I advise. It is one of the reasons I am comfortable being described as both an engineer and a marketer.
The full funnel content system
TOFU pages are definitional. What is n8n, what is a voice AI agent, what is retrieval augmented generation. Short, clean, one canonical answer per page, structured for LLM citation.
MOFU pages are comparison. n8n vs Zapier vs Make. Vapi vs ElevenLabs vs Retell. Build vs buy AI automation. Structured tables, honest tradeoffs, no vendor bias.
BOFU pages are buyer intent. Pricing, cost, hiring, ROI. These are the pages that convert, and they only work if the TOFU and MOFU layers exist to feed them.
How I work on this
This pillar shows up either as an advisory engagement, where I sit with a founder for a defined number of sessions and rebuild the site and content plan with them, or as an embedded stint where I write the first batch of pillar pages myself so the pattern is unambiguous.
Every engagement includes a technical SEO audit as the first artefact, so the schema, canonicals, sitemap, robots, and llms.txt are in a defensible state before any new content is written.
How is SEO for AI products different from normal SaaS SEO?+
Buyers search for the outcome, not the technology. AI products lose ranking when copy leads with 'AI powered' instead of the job the buyer is trying to finish. Positioning fixes usually unlock more traffic than keyword work.
Can a small team run this without hiring an agency?+
Yes. That is the design goal. SERP driven briefs, evergreen page templates, and a lightweight content SOP a founder or one operator can execute weekly.
Do you write the content yourself or advise?+
Both, depending on the engagement. Advisory is a few sessions to build the plan. Embedded is where I write the first batch of pillar pages so the pattern is unambiguous, then hand off.