192. Ruan Smit, Senior SEO Specialist, Sendcloud - From SEO to GEO: How to Win Visibility in the Age of AI Search!

192. Ruan Smit, Senior SEO Specialist, Sendcloud - From SEO to GEO: How to Win Visibility in the Age of AI Search!

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.

Jaksot(210)

202. Youssef Hounat, Head of Product, ComplianceWise - From Search Tool to Teammate: How Product Teams Should Really Use AI

202. Youssef Hounat, Head of Product, ComplianceWise - From Search Tool to Teammate: How Product Teams Should Really Use AI

In this episode, we’re joined by Youssef Hounat, product leader, ex-auditor, and (unexpectedly) freestyle-rap-ready builder of tools for accountants. He went from training at Ernst & Young to helping ...

18 Joulu 202549min

201. Jeppe Schytte-Hansen, CEO, Omnidocs - Why 1+1 = 1.8 in M&A (Until It Suddenly Becomes 3)

201. Jeppe Schytte-Hansen, CEO, Omnidocs - Why 1+1 = 1.8 in M&A (Until It Suddenly Becomes 3)

In this episode, we’re joined by Jeppe Schytte-Hansen, CEO and Co-founder of Omnidocs, a SaaS company that’s moving fast: €22M+ in revenue, 1,500 customers, 155 employees, and four acquisitions in the...

18 Marras 202554min

200. Fabian Q. Veit, CEO, Make - 15× Revenue, 7× Team, 100K+ Paying Users: Inside Make.com’s Hypergrowth!

200. Fabian Q. Veit, CEO, Make - 15× Revenue, 7× Team, 100K+ Paying Users: Inside Make.com’s Hypergrowth!

In this episode, we sit down with Fabian Veit, CEO of Make.com, to talk about what it really takes to scale not just one but two hyperscale SaaS companies - first in a classic enterprise sales-led mot...

11 Marras 202558min

199. Pieter Boon, Co-founder, ImpactPilot - From “Check-Ins” to Impact: How Google’s Playbook Is Transforming CS in B2B SaaS!

199. Pieter Boon, Co-founder, ImpactPilot - From “Check-Ins” to Impact: How Google’s Playbook Is Transforming CS in B2B SaaS!

In this episode, we’re joined by Pieter Boon, Co-founder at ImpactPilot, the customer success intelligence platform built for HubSpot. Pieter shares how he’s helping SaaS companies turn their CS orgs ...

4 Marras 202541min

198. Jakob Lilholm, Co-founder & CEO, Formalize - The S-Curve Bet: How to time product #2 before product #1 peaks?

198. Jakob Lilholm, Co-founder & CEO, Formalize - The S-Curve Bet: How to time product #2 before product #1 peaks?

In this episode, we’re joined by Jakob Lilholm, Co-founder & CEO at Formalize, the Danish-based compliance SaaS that went from a single-point whistleblowing tool to a multi-product GRC platform used b...

28 Loka 202549min

197. Rav Dhaliwal, Investor and Limited Partner, Crane - CS Meets Revenue: AI, Agents, and the New Customer Success

197. Rav Dhaliwal, Investor and Limited Partner, Crane - CS Meets Revenue: AI, Agents, and the New Customer Success

In this episode, we’re joined by Rav Dhaliwal, recovering software exec turned early-stage VC at Crane. A longtime CS leader and board-level advisor, Rav breaks down how AI is reshaping Customer Succe...

21 Loka 202546min

196. Ines Lourenço, VP of Product Growth, Usercentrics. Growth = Product Distribution: How Usercentrics Hit €100M ARR with Activation-First Pods

196. Ines Lourenço, VP of Product Growth, Usercentrics. Growth = Product Distribution: How Usercentrics Hit €100M ARR with Activation-First Pods

In this episode, we’re joined by Inês Lourenco, VP of Growth at Usercentrics, the privacy-led MarTech company that is powering consent on 2M+ websites & apps across 200 countries for 600k customers.  ...

15 Loka 202549min

195. Peter Sunna, CPO, Kognic – How We Win: Why Kognic’s CPO Ditched their Roadmap for a Strategy That Actually Aligns Teams

195. Peter Sunna, CPO, Kognic – How We Win: Why Kognic’s CPO Ditched their Roadmap for a Strategy That Actually Aligns Teams

In this episode, we’re joined by Peter Sunna (ex-Contentful, Commercetools), now leading product at Kognic, an annotation platform that helps cars “see” via camera & LiDAR for ADAS and autonomous driv...

9 Loka 202552min

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