Claus Lauter

If you're running Facebook ads and want to scale more: Follow where the 𝗺𝗼𝗻𝗲𝘆 𝗶𝘀 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗴𝗼𝗶𝗻𝗴. A lot of brand owners I speak to think they know who their ICP is. But when I look at which demographics are receiving the most spend on Facebook, it tells 𝗮 𝘄𝗵𝗼𝗹𝗲 𝗼𝘁𝗵𝗲𝗿 𝘀𝘁𝗼𝗿𝘆. Facebook is your business partner, and it wants you to make as much money as possible with your ad dollars so that you spend more. Therefore, its algorithm is going to push spend to who it thinks is 𝗺𝗼𝘀𝘁 𝗹𝗶𝗸𝗲𝗹𝘆 𝘁𝗼 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲. In one simple breakdown, you can see exactly which demographics are receiving the 𝗺𝗼𝘀𝘁 𝘀𝗽𝗲𝗻𝗱, and who are the 𝗺𝗼𝘀𝘁 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲. This should be followed up by in-depth research to find out more (KnoCommerce surveys, customer reviews etc.), but it is great for giving you a high-level overview. And it can help inform your creative strategy moving forward. For example: → You thought your customers were 100% female, but you see males are receiving 25% of spend ↳ Dig deeper into the data, and possibly build ads around a gifting angle targeted at males → You thought that your ICP was 25-35-year-old males, but 55+ males are receiving 39% of spend ↳ Produce ads around winning angles using an older avatar instead of a younger one You can see this breakdown by: 1. Going to the 𝗯𝗿𝗲𝗮𝗸𝗱𝗼𝘄𝗻 section on ads manager 2. Selecting 𝗮𝗴𝗲 𝗮𝗻𝗱 𝗴𝗲𝗻𝗱𝗲𝗿 3. Sort by 𝗮𝗺𝗼𝘂𝗻𝘁 𝘀𝗽𝗲𝗻𝘁 Try it your own ad account and I guarantee you'll have some interesting findings.

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Most brands are doing SEO wrong in 4 layers. (And don’t realise which one’s holding them back.) Here’s the brutal truth: Every drop of visibility you're losing falls into one of these buckets... And in 2025? SEO isn’t one game. It’s 4 distinct battles you need to win: GEO (Generative Engine Optimization) – The Citation Battle - Ranking isn’t enough, Are you cited in ChatGPT, Gemini, Perplexity? - Think prompt phrasing, comparison blogs, expert lists No GEO = No mention = No trust AEO (Answer Engine Optimization) – The Snapshot Game - Own snippets, AI overviews, voice searches - Structure wins here: FAQs, schema, entity-rich answers No AEO = You don’t even show up AIO (AI Integration Optimization) – The Scale Factor - Plug into tools, APIs, workflows... let AI use your content - Think programmatic briefs, data-fed summaries, markdown chunking No AIO = No scale = Content chaos SXO (Search Experience Optimization) – The Conversion Engine - SEO isn’t just to rank, It’s to convert - Fast UX, scrollable layouts, mobile-first pages No SXO = Traffic that bounces Let’s take 2 real-world examples: DTC Brand Reality: AEO: Missed voice snippets and product schema GEO: No AI citations, poor content depth AIO: Manual content ops, no workflows SXO: Slow checkout flow, low conversions SaaS Startup Truth: AEO: Weak FAQs, no entity markup GEO: Blog lacks citations or prompt relevance AIO: No system for scaling blog or docs SXO: Long forms, high bounce on mobile You don’t have a traffic problem. You have a structure problem. Break SEO into 4: AEO: Gets you found in AI GEO: Gets you cited and trusted AIO: Gets you scalable content SXO: Gets you real conversions Common SEO Traps Long blogs, no structure = AEO fail No citations, no depth = GEO fail No workflow = AIO fail Poor design = SXO fail Your competitors ranking in ChatGPT? They cracked this. While you publish more posts and blogs randomly… They’re being retrieved, summarized, and chosen. Your next SEO breakthrough isn’t another post... it’s a new lens: AEO, GEO, AIO, SXO. Try These LLM-SEO Tools Built for AI visibility, citations, and structure: Semrush Enterprise AIO/AI Tool-Kit Peec AI Brandlight GrowthX AI AthenaHQ Cognizo Bluefish That’s how you rank and retrieve in 2025 and stay there. ♻️ Repost it to share with your network Follow me Madhav Mistry for insights on marketing

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5 silent time leaks I see in nearly every business (that cost you time, money & energy) 🚨 ​ 1. Your tools don’t talk to each other You’re wasting hours copy-pasting, duplicating updates and manually moving info around. ​ 2. Disorganised files + scattered communication Assets are all over the place. Client and team convos live in 5 different platforms. You spend more time searching than executing. ​ 3. Repetitive tasks with no clear, documented process Every time you do the same task, you start from scratch. It’s not written down, not delegated and not scalable. ​ 4. You haven’t delegated your thinking You hand off the task but the decision still bounces back to you. ​ 5. You don’t know what’s possible There’s likely a simpler, smarter way to do 90% of what’s draining your time. You just haven’t seen it yet.  ​ These might seem small. But they’re costing you HOURS every single week..  ​ Most of the women I work with aren’t disorganised. They’re just too in it to zoom out and fix it. ​ This is exactly why I created the CEO Freedom Reset - a 2-part, done-with-you backend reset to reclaim 10+ hours/week and help you finally lead again. ​ 👇 More in the first comment.

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The prompts you use decide if your content gets seen or stays invisible. Right now, many teams are spending thousands on SEO content that technically “ranks”…but never gets clicked because AI Overviews answer the query first. The way you brief AI tools determines whether your page ends up inside that answer or completely invisible. Here’s how I build prompts that make SEO spend actually work in 2025: Be outcome-specific → Tell the AI exactly what you want: direct answers, FAQs, schema, internal links. Break the task into steps → 60-word answer, 5 FAQs, JSON-LD, anchor text — spelled out in bullets. Add context and constraints → Audience, tone, keywords, brand voice; so outputs fit AI & Google requirements. Ask for machine-readable structure → JSON-LD, headings, and anchor texts you can paste straight into your CMS. Test and refine → Run the same prompt across topics until you consistently get “answer-ready” content. Do this and your “hidden” content starts showing up in AI Overviews, featured snippets, and driving leads again. ♻️ Share this to help someone stop wasting their SEO spend on content nobody sees.

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Signals, Tracking and Attribution... what’s the difference? 🤔 In B2B marketing, these three concepts are often used interchangeably. But they’re not the same, and understanding the difference is quite important. 👉 Signals: the raw interactions Signals are the traces buyers leave behind. A website visit, a webinar sign-up, a LinkedIn ad click, or an email open, all of these are signals. They show intent, interest, or activity. But on their own, they don’t tell anything besides something has happened. 👉 Tracking: how we pick up on those traces Tracking is how we capture and organize those signals. With the right setup (whether in HubSpot, Dreamdata, or another stack) we can tie signals to a person, an account, or an activity. Good tracking ensures we don’t just see isolated actions but a more connected journey. This is also when signals become much more interesting and why an increasingly amount of companies are investing in tech that can help sales & marketing pick up relevant signals from ICP fit prospects to hit more great timings and close more deals. 👉 Attribution: making sense of impact (and likely the most misunderstood and complex of the three) Attribution is about assigning credit to the right channels and activities. Did the webinar influence the deal? Was it the LinkedIn ad? Or the sales call? Attribution models help you answer these questions and decide where to invest more resources. Multi-touch attribution is one of the more popular ones and can allow you to attribute more accurately across many different sources, people and activities, and over a longer period of time. So, the next time this is a topic of discussion, make sure to divide the three as they are different from one another. Happy data hunting peeps 🤺 #CertifiedMarketingExpert #b2b #b2bmarketing #b2bsales #data

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If your focus is on traditional SEO only, your business is going backwards. Web brand visibility is splitting into three lanes - SEO (Classic), AIO (AI Optimisation) and GEO (Generative Engine Optimisation). If you are not optimising for all three, not only will you stagnate, but eventually you will disappear into irrelevance. For founders and business owners, the data is clear: - For every 1000 google searches, only 1/3 of clicks now reach a non-google site. Most searches end without a click or stay in the google ecosystem. - When an AI summary appears, users click a traditional result only 8% of the time and only 1% of the time if there is a link in the AI summary. - Search impressions are up 49% YoY but organic CTR is down 30%, citations from AI are often coming from multiple pages down the traditional SEO route making long tail more effective than ever. How can you combat this: - Ship model-ready pages at scale, focus on structuring content (FAQs, How-To articles, schemas), answer your ideal customer profile intents comprehensively and publish across the long-tail where AI pulls content. - Optimise for citations and recommendations, not just rankings, test where your brand is mentioned or cited (if at all) in AI answers and iterate. - Measure the right KPIs - AI citations, share of voice in AI answers, zero-click value created and AI assisted conversations along side traditional KPIs. Black Nova VC Portfolio company Psyke - Formerly Upflowy is helping businesses solve for this at scale, with Psyke you can rapidly deploy pixel perfect long-tail pages in your brands tone that are optimised for traditional SEO as well as AIO and GEO, If you want your category presence to grow while organic clicks fragment, adopt an AIO + GEO toolkit now—and make Psyke part of that stack. Reach out to Guillaume Ang or Adam Agresta to learn more or drop me a DM if you want to be introduced.

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