Business
Matt St. Peter, Director of Web and SEO at Wrike, joins the show to unpack how search and discovery have fundamentally changed. From managing SEO for car dealerships in 2010 to leading enterprise web strategy today, Matt shares how AI search, AEO, and brand sentiment are reshaping the buyer journey.
In this episode, Matt breaks down why clicks matter less than they used to, how Rike thinks about complex B2B buyer pain points, and what separates a content strategy that compounds from one that just produces volume. He also shares lessons from a major CMS migration at Lattice, experimentation lessons from scaling traffic at Bitly, and how to align brand, SEO, and growth teams around a single source of truth.
Topics covered include AI Overviews and direct traffic growth, content systems versus content volume, e-commerce lessons for B2B SaaS, off-page signals like sentiment and citations, and what the best web and SEO teams will prioritize over the next year.
Whether you lead a web team, work in SEO, or are building a content strategy for the AI search era, this conversation offers practical frameworks for adapting your approach.
Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings
In this episode, we discuss:
00:00 - 00:17: Introduction
00:17 - 01:52: Matt's SEO Career Journey
01:52 - 04:09: When the Website Stopped Being the End of the Funnel
04:09 - 06:40: Lessons From a Major CMS Migration
06:40 - 08:51: Building a Content Strategy That Compounds
08:51 - 09:59: SEO vs AEO vs GEO
09:59 - 11:03: Why Consistency Matters More Now
11:03 - 12:55: What E-Commerce Taught Matt About Search Intent
12:55 - 15:25: Building Pages Around the Buyer's Real Problem
15:25 - 17:21: Improving Lead Quality Without Killing Conversion
17:21 - 19:33: What Makes a Serious Experimentation Program
19:33 - 21:38: Aligning Brand, SEO, and Growth Teams
21:38 - 23:35: Reporting AI and SEO Impact to Leadership
23:35 - 26:11: Prioritizing Off-Page Signals
26:11 - 28:03: What the Best SEO Teams Will Do Differently
28:03 - 30:33: Rapid Fire Round and Closing
Connect with Matt St. Peter
https://www.linkedin.com/in/matthewstpeter/
wrike.com
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