The AI Marketer's Playbook
The AI Marketer's Playbook is an actionable podcast focusing on AI and marketing. Each episode covers AI strategies, tools, and trends that are changing marketing. Listen to interviews with industry experts, analyze case studies, and get practical tips. This podcast is for anyone looking to leverage AI in marketing to improve results.
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The AI Marketer's Playbook
50 | Peter Buch on AI Search and the New SEO
Forget keywords, think content intent. Peter Buch, founder of Findable, joins host Audrey Chia to explore why AI search is changing the game for marketers. From his experience scaling Swelly to 10M users without paid ads, Peter understands how fast platforms evolve and how to stay ahead. He explains the difference between old-school SEO and today’s AI-first discovery, how tools like ChatGPT weigh Reddit, Instagram, and obscure blogs, and how Findable empowers brands to close critical content gaps.
Plus, he shares the mindset and tools modern founders need to rank, scale, and grow in 2025’s search landscape.
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Hello and welcome back to the AI Market Display where we cover actionable frameworks to help you leverage AI and marketing strategies in your business. I am Audrey Chair, your host, and today I have with me Peter Book, the founder of Findable, a platform helping brands rank number one on ChatGPT. Now, before this, Peter also co-founded SW ai. Which became the fastest growing chatbot company in the world in 2018, and he eventually exited in 2021. Peter has been featured by Facebook and has delivered keynotes at the AI Expo in London and is widely recognized for building high growth tech products that ride the wave of innovation early, especially in ai. So we are super excited to have Peter on the show. Welcome to the show, Peter. It's great to have you with us.
Peter Buch:Hey Audrey, thank you so much for having me, and thanks everybody who's watching and listening to this.
Audrey Chia:Awesome. Now, Peter, I know you have a very colorful background and you have been the founder or co-founder or CEO of so many different startups and companies. Can you tell us a bit more about yourself, and then how did you find yourself in findable?
Peter Buch:Right. Great. I'll keep it brief. So I was always obsessed with computers. Uh. When eBay launched in, in Germany and Australia in 1999, I started building and coding, uh, selling stuff on there and in my own web shop, and eventually took me into brick and mortar. I opened the physical store selling fashion and, and, and shoes. Um, ended up, um, moving that more, um, more online in, in an, in an e-commerce space. And, um, there was this thing that was bothering me. Back then when it comes to clothing, which is people just cannot decide what to wear or what to buy. And that inspired me to create my most successful business so far, which was called Swelly. Um, and the idea with that is that it was a simple app where you take photos of things that you can then ask your friends, like, should I buy this shoe or that shoe? Uh, which profile picture should I use on Instagram, et cetera, et cetera. Um, and as an app, it, it, it did okay, but when it started really taking off, when we took this chatbot integrated approach and made it part of Messenger and other chat-based systems like Line Viber, kick Telegram, et cetera, um, we took this company to over 10 million users within a couple of years. Uh, almost spent no, no, uh, money on ads. So we always tried to just get, you know, reach our users in different ways. And I guess that's also how I landed in the SEO and now ai, SEO space with findable. Um, because we see a, a similar thing to what happened a few years ago. We see a platform shift. Where people are searching for you in a different way. And we're findable now we're closing that gap between the old SEO and the new SEO because people are always gonna look for brands and companies. Um, and we make them findable.
Audrey Chia:And I think it's so amazing, right?'cause you're always seizing the opportunity and it seems like from all your past experience, it's always looking for that gap and then thinking about how to leverage it. Now, you talked a lot about the old SEO versus the new SEO. Yes. Maybe for a start, for people who don't know what SEO is, what is it and what is that big shift you just mentioned?
Peter Buch:It's funny because I recently explained this to my mom and she had absolutely no idea, and she doesn't even use Google. So SEO is search engine optimization. And what that means is that you can optimize how you rank within Google. That was the old, uh, SEO. So the way, um, people search for, let's say, a hairdresser in your area. Um, they would, they would, now, they would, in the past they would've googled like hairdresser in my area, literally. And the results that would pop up, pop up, um, would then be clickable and you could find your hairdresser, right? Most people have heard of that and have heard of the normal SEO and how you can optimize that. What's changing now is mainly search intent. So because in 2025 there is a big shift where. Google searches are still still quite high, but clicks are going down and people in especially marketing panic and they want traffic from other sources. Chat, GPT Perplexity and other LLM are based tools and the big shift there is that they don't work like Google. You, you have to do something more complex than just appearing in Google search. And that's where we come in with findable. So we built a stack of tools that look at your brands and help you identify what gaps you have. We call it content gaps, like what you can do to be more findable, to appear and be a number one or number two answer when, when some, a user asks for something in your space. Uh, in chat, GPT. Again, I think the most important difference between all the new SEO is that it, it got more complex and it has a bit of a mix of the typical SEO with content. Because content and social got way more important now. Um, chat, GPT doesn't just look at Google anymore. They also look at Instagram, they look at Reddit, they look at Wikipedia, et cetera, et cetera.
Audrey Chia:And there's already like such a big shift, uh, you know, in the search kind landscape. The interesting thing also is right now I think people are searching in different ways, right? Yeah. In the past you would search on Google, you probably have a specific search term, but now with AI it's a lot more conversational. Right? How has that. How has that trend shifted? What changes have you seen?
Peter Buch:So what I see the most actually is not only that the intent or the way we search changed in terms of what we ask, but also that a lot of people not, don't just use one platform. So customers before they buy new shoes, a new computer or rent an office space, they would go to Jet GPT, they would go to Perplexity and they would go to Google, check all of those sites, and then they make a decision. So it just got a little bit more complex and I think that's, that's what's exciting for me. Um. Because the, um, historically the big companies have dominated Google because they spent the most money. And especially like in the categories like travel, you have your couple of big companies who are Google's biggest customers. They outspend everybody else. And you have no chance in this shift now with some clever tricks and a lot of hard work. Uh, you can still be, be findable by, by those platforms.
Audrey Chia:Interesting. You mentioned also that chat, GPT or an AI tool now looks at different platforms, right? Not just Google. Yes. What kind of platforms are they actually scraping through and how do you guys at Findable decide, you know, what types of platforms to also look at?
Peter Buch:Yes, so we, so one of the tools that we built in, in findable is, is uh, is a content gap analysis. Um, and that actually looks at. What opportunities you have, but also what sources the, the LLMs are actually looking at. So, for example, um, there's often, what, what surprises me now is that there's often old blogs in certain categories that appear now in chat GPT that had literally no relevance in Google whatsoever. There's often Wikipedia as a reference point. There's often Reddit. So if you can somehow make your way into a Reddit communities. You, uh, you have a good shot. Um, in our tools, you can check these things. Um, and yeah, for example, it could be a magazine like Forbes that writes, um, that has the best answer for, for the current search term. So if you optimize for your company to actually be featured in. In a local Forbes magazine or even global, that could have a big impact. So those, those like editorial, uh, pieces in platforms that are established often really work well.
Audrey Chia:Interesting. And what about social platforms? You mentioned Instagram and maybe other social networks. Yeah. Are they increasingly important right now?
Peter Buch:They, they are,'cause content is important, right? So if, um, if I was a fashion brand, I would, it would be very relevant for me to be big on, on, on Pinterest and on Instagram.'cause Chey, BT looks for, for looks in those platforms and gives answers. Um. Based on what appears there. So for example, there could be big creators in your industry that you haven't even heard of or that are not on your radar, that L based searches now pick up.
Audrey Chia:I think another interesting thing to consider is the way people search, right? As I think you mentioned that as well. Yes. But how will, should brands optimize for the different ways that people are searching? I am guessing that the questions now are gonna be a lot more personal, and the questions now are also gonna be a lot more, uh, perhaps it, it should be more flowy as well, right? Because you're gonna go from one. Question to the other in a very conversational way. I like when you hit Google, it's just one search term and you're just scrolling through it. So with that in mind, do brands need to consider the the new way that people are searching?
Peter Buch:I think yes. So what one, again, one of our tools is FA is an F AQ generator in findable. So, because search intent changes and people ask more questions like direct questions, um, and FAQ is really relevant for your website. So that's frequently asked questions. Um, for example, um, what is a, I don't know, um, what's a UK nine shoe in EU size, for example? If you have those answers on your website, then that will, that will certainly help. Um, what we do with FAQ generator is we look at your website and we auto generate FAQs that l that our LLM anticipates that users might be asking. So that tell you already one step ahead. So for you as a copywriter, what what we would, what we would, what we usually like to do is working closely with copywriters because. The LLM answers while they are correct and makes sense in terms of the, what, what's in there in terms of search intent, they're not often, uh, they're not always good to read and they're not, they don't always, um, work well in terms of the way the brand would like to communicate. Yes. So you, yeah, you can, same as, as if you look at LinkedIn, you have some, some weird posts that are obviously chat GPT generated. And especially as a brand, as a brand, you don't want that. You want that content to be, yes. Findable in ai, but you don't want it to sound like AI has written the content.
Audrey Chia:Yeah. And it's really always tough to strike that balance. Right. I think the mistake that I see a lot of people make is they use ai but they are not adding the human touch. So it sounds, so obviously AI to someone who is familiar with how AI sounds, um, right. And then, and then it turns people off, of course. You're like, Hmm, I don't think you wrote that. And that's also something that doesn't convert. Now when it comes to using, you know, AI for long form, there are so many tools out there I've seen like,
riverside_peter_buch _ aug 6, 2025 001_podcast:yes.
Audrey Chia:Um, 10 different tools that all claim to help you generate, uh, human like AI articles that are gonna help you to rank. What are your thoughts on those?
Peter Buch:Yeah, I was actually gonna throw that question right back. Have you found one that is good?
Audrey Chia:I think interestingly, those tools that I've tried, there still needs to be a lot of the human element, otherwise the articles will still remain ready flat. But what are your thoughts on those?
Peter Buch:So what I do, so I haven't actually used, I have used one or two of those tools and they didn't work well very well for me. I. What I did is I, I started the chat GPT project, uh, which is my CEO, like, that's me, my persona project. It knows a lot about me. It, it knows my voice, my style. I put a lot of my content, my thoughts in there, even some diary entries, and I prompt that project to give me. Um, an article in my style, according to a, a subject or a project that I'm currently working on or for a specific client, um, often mixed that with trends. We have a trend analysis in Findable, for example, that shows you that the current Google search trends. So throw in a search trend with my voice and a client brand, and I have something that sounds like 80% like it's me, and then I have to just have to edit it a little bit. And I wish there was a tool that did that, like. Totally for me. Um, but I haven't found that yet. No,
Audrey Chia:and I love the use of projects, right? You also say it is a very smart way of using AI to capture your voice, your knowledge, and you retain it so that you don't have to keep starting a new prompt. And of course, chat GT has its memory feature, but I know that at least having projects allow you to work with different clients and almost have like that mini knowledge base for each of it. I I'm also curious to find out, right, how do you know whether you're ranking well on ai? What, what does that look like? And there are so many different models out there.
Peter Buch:Yes. So I mean, the first thing is you have to ask yourself what is important for you? In which market are you at? Right. Um, because for most markets, I'm gonna say JGBT is number one. Perplexity is also doing really well in certain markets. And then there's obviously Gemini and other ai, Google AI searches. So Google is still really, really important. Um, and to you find out whether you rank well or not simply by asking, um, by asking these tools. So we have, we have again, a findable tool that will do that for you. You can ask it a question and it will say, we will see who appears in, in JGPT, perplexity, Gemini, and Claude. Hmm. If it's you, great. If it's not you, what it does really well is we show you the, not only the people who appear, so your competitors, that that list including links, but also the sources. And this is what, what's actionable, right? With, if they have, if there's a source, for example, um, there's a Wikipedia article or there is a Forbes magazine article. Um. About the best copywriting agency in Singapore, for example, then that could be you, that you could be in there, and if you're not, then you better reach out to them. Or like a, a restaurant test. These are, these are blog posts that, that, um, work really well in certain, certain industries like um, or niches like vegans. 10 best vegan restaurants in Cape Town, for example. Um, if you rank well in those blog posts that write certain these types of content, then, then you, you pretty, pretty well often in being findable
Audrey Chia:found that AI tends to cite from very specific sources. Is there a trend that you've seen so far?
Peter Buch:I mean, things that are, that are currently really, that are currently, uh, ranking high is. With Wikipedia and is Reddit. Um, there's, other than that, it's very specific to, to the area. Um, but what I, what I've noticed is that chat, GBT doesn't love to look at Google, so they like to look at other things first. And there's two reasons for that. And I mean, I'm, I'm sure it's because Google is a competitor, but secondly, they also need. Access to Google's API and that's expensive for Jet GBT. So they're trying to avoid that. Um, and that said, um, what's also really interesting if you, um, if you're looking for an edge, is that. If your website has a good blog and has content like where you think you have all the answers for what chat GBT might be asking, you have like a hundred blog posts on, I dunno, used cars, for example. Um, put, put, uh, at least the headlines, if not the whole content on your landing page, just text. And that's, and, and, and I'm telling you why now, because JGBT. Looks at your landing page, at your first page first, and if they have the answer fast, they will rank you first. If they don't find anything there, they look at other, uh, pages on your site like a blog, for example. But that won't help you if your competitor has the answer already right on the landing page.
Audrey Chia:So even the way people are structuring their lending page needs to change. It seems that it needs to be a lot more information rich.
Peter Buch:Exactly. I think it's just, it's just, it's just extremely complicated. But the good news is it's doable and it's, it's just knowing what to do and then putting in the work and doing and doing the, yeah. Doing those things.
Audrey Chia:Wow. And for like a small business owner, right? The, yeah. Firstly, SEO is pretty complicated for most people. Um, not everyone has the time, resource, or expertise to invest in those. And secondly, they know AI is here. They don't know what to do. How, how do they get started with this whole process? I.
Peter Buch:So when you, um, so look@findableapp.com. Um, there, the app is free to you, so@findableapp.com, you paste your domain in our first tool that's right on the landing page. And you wait a minute or two and it will create a content gap report for you. It's about a 20 page long document where it first looks at who you are, what your website is. You can check if the data is correct, if you're doing a good job, it should be. Um, and then it will give you, uh, the pages that it looks at. It will give you your competitors and it will give you content that you're already doing well and it will analyze content gaps. And these are the things that are. Things that you can improve. I looked at Airbnb, uh, for, uh, example the other day, and one of the comp content gaps for them is unique places for, for families to travel in, for example. So now there's lots of families who look for unique places to travel, uh, to, but. Airbnb doesn't have any specific answers. In terms of content, yes, they have the listings, but they don't, they're not on their website and they're not easily accessible. So for example, if I was in charge of SEO at Airbnb, and, and I know you asked me for small companies, but for Airbnb, I would write about that. The, um, so basically the first starting point is content gap report, and then there are tools that help you generate FAQs within seconds, also in the findable stack. Um, and a lot more that you can literally do within an hour. So I, I'm always say that I could help about, I could be an SEO consultant for a hundred companies every week. Uh, easy with, with findable.
riverside_peter_buch _ aug 6, 2025 001_podcast:Super powerful. I would love to see that in a demo. If you can maybe show us something that'll be super cool.
Peter Buch:All right, let's do that demo. Sounds fun. Gonna share my screen.
Audrey Chia:Awesome. So for those people who are listening, um, tuning in, uh, we were gonna walk you through how the Findable platform works, and you can always check it out after listening to this podcast. All right, Peter, over to you.
Peter Buch:Perfect. Thank you so much. Let's, uh, get started. So this is an overview of what the findable stack looks like. Um, and the first thing we're gonna do is we're gonna run a content gap report. Actually, I'm gonna start, I'm gonna start like this. I'm gonna start on the landing page because this is how you will see our, our page. We are going to go to close with copy.com. Sorry, we're uh, pasting it in here and we click get Started and you get a content gap report right away. The content gap report starts with an analysis, so the close with copy website currently functions as a conscious. Landing page effectively communicating its core value proposition. Human x ai copywriting for rapid business scaling, uh, with clear and direct its single page structure significantly limits organic search visibility. I'm not gonna read the whole thing, but does that sound, uh, accurate
Audrey Chia:so far? I actually built it as a super lean landing page, and it captures that perfectly here.
Peter Buch:All right, perfect. So let's look what's behind the report. That's basically the website that we looked at and then the content landscape is where it gets interesting. So what you've got well covered here, um, is clear value proposition. This human XI copywriting. Then a compelling, uh, benefit driven headlines and statistics, three XRI two 50% more content created, et cetera, et cetera. And then here are some content gaps. And now I'm curious, um, what do you think about these? Let's see, uh, detailed service explanations, client success stories. Are there any on your website, Audrey?
Audrey Chia:No. I chose not to include those, but definitely those are, that was a great section to have.
Peter Buch:Right. Okay. Then founder's expertise, content. How about thought leadership and trust?
Audrey Chia:I've built it on LinkedIn, but it could make sense to port some of the thought leadership pieces on the website.
Peter Buch:Yeah. Right. Okay. So at, at at least it's, it's you, you're happy with that, with what the report says. Now, here are some competitors, and I'm not gonna go deeper into that. Seasonality is not really relevant right now, but what I really love is the search intent personas. So. The content gap report in Findable thinks that your target audience is startup founders and small business owners.
Audrey Chia:Perfect. Yes. Spot on.
Peter Buch:Perfect. Dan, marketing director, manager, and mid-sized companies.
Audrey Chia:Yes. That's very, very accurate. Oh my. It is reading in my mind.
Peter Buch:Great. E-commerce business owner and, okay, so those will be the three. Okay, interesting. Um, then let's look at content formats. And this is something that I always struggled. With as a one to three person marketing team in a startup, right? Yes. Do you, what do you, what do you do? Do you write for LinkedIn? Do you create a YouTube channel? Do you do a podcast? It's like everything can be done. Yes. Everything is hard work. So the content formats that we suggest for you is case studies, then long form guides, video testimonials, webinars and service pitches. I'd pick one and I'd start with that.
Audrey Chia:Interesting. So these are recommendations then. Founder or my, like, for example, myself, would implement on the landing page itself.
Peter Buch:Yeah, on the landing page or in general on your website. Um, yeah, exactly. Got it. So you could, for example, have case studies that demonstrate real world success stories targeted at one of the three, for example, at startup founders. But it, it gets be, it gets better. Let me, let me, let me go further down there. Topics and keywords. So here now you have an a prompt suggestion for prompt generation for an AI copywriting case study. So you basically just copy that, paste it into Claude or JGPT, and you will get a, um, you will get that, that piece of content written for you. Or you write it yourself. You just read the prompt and write it yourself.
Audrey Chia:That's super cool. And it already highlights the keywords that I need to flag in this case study.
Peter Buch:Exactly. So that's what I like about it. So, because, um, I don't always love what, what, uh, AI does with my content.
Audrey Chia:Yes.
Peter Buch:Um, but in this case here I can just say, okay, AI copywriting success stories. Conversion copywriting, ROI, um, human AI content results, I'll just use those keywords and I'll write the content myself. Makes sense If that's, if that's the way you prefer. Got it.
Audrey Chia:I have a question. Right. So when it comes to keywords, usually in a normal SEO style, you would have to flag the same keyword a couple of times, uh, in order for it to be indexed, right? So in this case, does it matter how many times a keyword is being highlighted or is one time enough?
Peter Buch:Yeah. So that, that is a great question. And, and to be honest, we, we don't always know what chat GPT, perplexity and all those LLM search tools. Um. Like how exactly they, they, they work in that, in that ca in that case. Um, but my recommendation is always having good answers to questions directly in there and having content around that. So the mentioning ma mentioning multiple times, Finn, I don't think that's, that's necessary, but I cannot back it up with, with data.
Audrey Chia:Interesting. Yeah. Thanks for the insight. Cool.
Peter Buch:Right. I'll go. Okay. These are just all prompt, um, ideas, and this is something if you work with clients, and this is not your website, but a client website, then you would have a kickoff workshop checklist that you either send to them. Or you, uh, print out or just show it to them in, in an in a live workshop and to have some strategic questions that helps them think deeper about AI search and how their brand can best appear.
Audrey Chia:This is all just through one prompt or adding my domain into findable, and it gives me so many amazing results. And I'll put it from just one, one link. That's amazing.
Peter Buch:Exactly. Wow. And it's, and, and it's free. Um, it's, there is a cap at some point, but you can use it just for free. And to, to say, to mention this here, because I'm gonna show you a few more tools in findable now, um, on findable app.com/playbook. I also have a dedicated section for all, uh, our listeners here that will be live as soon as this, this episode goes live, um, with a special offer in there. I won't say say much more about it, but check it out. Findable app.com/slash playbook.
Audrey Chia:Super cool Peter. I think our listeners would be more than thrilled to check out findable and also use that code. But yeah, thank you for sharing those amazing insights. I think even for me, it's very interesting to see how it's really spotlighting certain, um, personas that I personally target, uh, as well as opportunities and gaps that maybe I as a marketer could start thinking about building out. Can I also ask, right, so this are suggestions for my website. Would I then have to consider building out different content pillars on other, uh, you know, sources that are not from my website?'cause you mentioned Wikipedia, Reddit, how would that work as a full ecosystem?
Peter Buch:Right. So we have, um, we have a tool here, um, that is, oh wait a second, that is a query search. So I'm gonna just give you an example of a, um, of a search that I did for booking.com. Okay. That was not a good example'cause that didn't work. Um, for the, what are the best, what are the, uh, best monitors for MacBook Pro in 2025 for that search query? For example, we can look at findable, we can look at chat, GBT, Gini and Claude. At the same time we see, um, the recommendations. So what, what monitors are recommended by the all the platforms and then. We see the sources. So in this case, for this question, for the, what are the best, um, monitors for, uh, MAC Pro in 2025, in your case, what are the best, like, what are great AI copywriters who use human and ai? I, I don't know exactly what a good search term for, for your business would be. Um, you would also see those same, uh, the same list of sources. Here in this case, I don't know this page. Uh, obviously we know YouTube. Um, MAC two com Q has seems to rank really well if. You can act on, on whatever sources show up here. If it's a, if it's a small blog, if it's Wikipedia, if it's Reddit, then like do a bunch of searches with a bunch of keynotes. Write down the things that are important and that keep, um, coming up, and then you can act and make sure that. You, you are listed on, on those platforms.
Audrey Chia:Interesting. What observation that I found right was when I'm using deep research on chat GPT, sometimes it pulls from sources that are really obscure blocks, basically. I would think that it will pull from more established sources, but I do realize, yes, that it's based on my experience that it pulls from random mini blocks and micro sites that I haven't even heard of before. Have you noticed that?
Peter Buch:Yes, I have also noticed that, and I think that's what, that's what excites me actually right now because like a, a, again, I was looking for a hairdresser here in Cape Town, um, and. There were blogs that came up on chat, GPT as sources that, that were, where the articles were 10 years old. And I'm not even sure if those blogs are still active. So if I was a hairdresser in Cape Town, I would reach out to that blog. And if it's no longer active, I would even try to get, get, uh, get that domain from them and put my own, uh, um, you know, hairstyling block up there. So those, those are like. Quick and easy wins. Um, that, yeah, that big companies just don't have on their radar yet, so I think that could, could really help.
Audrey Chia:Interesting. And I think that presents an opportunity for so many of us, right? Basically exactly. New ways to start being, uh, active and online and visible on, you know, AI search engines. And that is definitely a new way of doing things. So maybe circling back to, um, the conversation on the AI wave, right Peter, I, I know you have some thoughts about, you know, leveraging ai. Also adopting this new way of work, but it's also changing the way how we work. Um, you know, as marketers, as creatives, as founders, how are you seeing this huge wave? What is that main difference you have seen so far?
Peter Buch:I mean, the AI wave essentially just means that we can get more done with, uh, less. People. Um, so what the way, the way I see it is we are trying to build a big company with less than 10, 10 employees. I don't necessarily think that the two people, billion dollar company is gonna come anytime soon, but I think like five to 10 people, if it's the right. The right time of time, uh, the right kind of people that can, that can happen and that can happen soon. Um, so I think, like I mentioned earlier, I could probably be an SEO consultant for a hundred companies at a time within a, a week and three months ago. I couldn't have even done that for one client because I had, I had not, I didn't have a lot of knowledge about SEO. Now, with, uh, all the tools that we are building, you can, you can outsource that and you can learn so quickly and use all of that. You can use AI agents to, uh, automate emails. You can use, uh, content creation platforms like you mentioned. Like, I think what I think what I see happening is, especially in my field in in SEO and in marketing, I believe there will just be one person running SEO and potentially even just one person running marketing in a company. And yes, there will be contributors and creators, but they won't necessarily all be humans and they all, they won't necessarily work in the company because Audrey, if you can help me and. 50 other companies with copywriting. Why would I need a copywriter in-house if I have ai and I just need that little bit of human touch on, I don't know, 50 to a hundred content pieces, right?
Audrey Chia:Definitely. I think the interesting thing is now there is a op opportunity for people to start rethinking the way they work. Yes. And also rethinking the business opportunities that are gonna come because of this change. But for people who are feeling, you know, on the fence about AI and still very worried, especially for people in the traditional SEO space. Yeah. Um, what do you have to say to them? How do you think they should be adapting or pivoting?
Peter Buch:Yeah. So first thing I think they should be worried because I, if you don't want to change, I mean, if you don't want to change, I can do a hundred times, uh, um, what one SEO consultant can do using AI tools, right? But if you do wanna change, you have the knowledge and the client relationships that you will outperform me if you're using ai. So I think the. The smart thing to do is just keep learning and keep using new tools like findable, like cloud, like, like chat, GBT, like lovable to build websites and products. Um, I think it's a, a unique opportunity to build a whole lot more than just, just content to build your own, your own actual products that, that serve your client. Um, and I also, you know, I think we've been like trained in the past. A decade or two to work and work and work and spend 80 hours in front of a computer, uh, or 60 hours. And I think if AI goes the right way, this won't be necessary. Um, some people will want to work a lot, but others can be smart and, um, see it as, as a gift and work their 15 to 20 hours using, uh, AI tools and automation and that's it. And they make, they make a good living. They might even be be millionaires working 10 hours a week.
Audrey Chia:I'm sure. It's definitely possible, and I think even day to day, right for any team, it's very incredible to see how AI can empower other team members. So even for myself, I work with non-native English speakers. I work with team members who may not be. Trained in copywriting as I am, right? Yes. But then again, if you give them the right AI tools, the right prompts, the workflows, they get to really produce high quality work, um, that is, you know, comparable to a midway or senior copywriter. And I think that exactly ability to, you know, gain new skill sets or equip or empower someone with AI is also a huge opportunity for many businesses.
Peter Buch:Exactly how has it changed your work? Um, using AI tools?
Audrey Chia:It's changed my life. I always say without chat, GPT, uh, I wouldn't be doing what I'm doing today. Yeah. And even for me, right? Because I'm more of a conversion copywriter than a long form copywriter. But the work I've produced is still of the same quality. I'm still getting, uh. Increase, click through rates, increase reward for clients with ai, but now done 70% faster than before. Yeah. So imagine same quality output, done so much faster than at a scale that I could never have done before. Um, of course that means faster results for clients and you know us as being a lean team doing what maybe a 10 person team can do now we can do it three. I think that is, has been incredible for, for many people.
Peter Buch:Yeah, I'm glad you get to, uh, you get to embrace that for yourself and I think like that's the right outlook to have.
Audrey Chia:Yeah. And Peter, since you have skilled so many startups, right, and you have talked about, you know, growth as well, what, what do you think is the most important success factor for, for a startup in your space Days?
Peter Buch:There's only one thing that kills startups, that is founders, uh, run out of energy and give up. So there's always money to, you can always find money. You can always find clients, you can always find new things to build. Uh, just don't build too many things at the same time because a lot of opportunities is, is as bad as, as too, or worse than, than, than too little opportunities. But I think, yeah, don't run out of energy and just build, uh, and, and, and keep going. Uh, so that means for some people like myself who tend to overwork, to actually force, force yourself to take breaks. For other people who need, sometimes need a bit of a push, they get their energy from, from, from, from, uh, from scheduling regular chats with other founders. So they stay on track, get a good coach, a good mentor. Yeah. So my, my advice is like, don't run out of energy. Everything else will, will work out. So if you don't give up, eventually you will get somewhere.
Audrey Chia:You say it's like a marathon, right? It's not a sprint. It's really for the long term. You gotta keep. Yeah. And what, what drives you, Peter? What's that one thing that keeps you going all these years?
Peter Buch:Look, this is a, this is the, the, the, the hardest question, right. I thought about this a lot and I still do. Like, what used to drive me was to impress my dad. Um. What drives me now is to help other founders succeed because I know how hard it is. Um, and like if you, if you're starting up and you actually want to do a, a fast scaling startup, you're an idiot. But if you're still doing it like me, at least you need help and support. Yes.'cause it is extremely hard and there's so many easier ways to make money and to live a good life. But if you want to help people, if you do it for the right reasons, it's, it's like the best job in the world at the same time. So I think what drives me is that like, yeah, helping founders, uh, stay on track and, uh, doing, doing exciting things to, to change, to change the world. Grow, grow and learn.
Audrey Chia:I love it. And it's really like the internal motivation. Um, yeah. Being able to create impact that sometimes, you know, can really help you to go the distance. So with that. Exactly. Thank you so much for sharing all your amazing and incredible insights, Peter. Now where can our listeners find you and who should reach out to you?
Peter Buch:Thank you, Audrey. So, um. Find me on LinkedIn, that's Peter book on LinkedIn. Find me on findable. So findable app.com. Reach out in an email p@peterbook.com. I'm always happy to chat. And for those of you who actually want to learn more about the Findable app and want, um, a session about the new SEO, you can directly type Pete Chat in your browser and you'll find my calendar.
Audrey Chia:So guys, it's definitely findable, so please do that. Yeah. Thank you again for sharing your amazing insights feature, and thank you folks for tuning in. Don't forget to hit the bell for more actionable AI and marketing insights. We'll see you next week. Take care