If Your SEO and AEO Strategy Starts With Keywords, It Starts Too Late
If your B2B SEO or AEO strategy starts with keywords, it starts too late. Connect ICP, buyer questions, credible answers, content operations, and measurement.
Lead generation without the theatre
I make lead generation easier to run—and harder to hand-wave.
I’m Niels Christian. At Umbraco, I lead work across inbound, outbound, paid media, SEO/AEO, automation, and AI. I set the direction, help the team choose what matters next, and stay close enough to the work to notice when the elegant plan meets an inelegant Tuesday.
Start with the stuck bit
I usually start with a commercial problem, not a channel. Where are good opportunities getting lost? What is making the team hesitate? Which bit keeps needing a heroic spreadsheet?
The answer might involve paid acquisition, SEO, outbound, CRO, automation, or an AI-assisted workflow. The channel matters. It does not get to choose the problem for us.
This site is where I unpack the decisions, tools, and occasional wrong turns behind that work. I am interested in what still holds up after the slide deck closes and the calendar fills up.
What I have been thinking about
I Built Site Signal to Find the Next Content Investigation Worth Running
Site Signal is an open-source, local-first Google Search Console and GA4 or Matomo tool for investigating page changes and emerging questions without overstating the evidence.
Turn Search Console Queries Into an AEO Backlog
Use Google Search Console query data, surfaced pages, and page content to build a practical AEO backlog of buyer questions, answer gaps, and next actions.
The Hidden Half of the Query: Why the First Prompt Is Not the Full Brief
Keyword research shows how people begin an information journey. Conversational follow-ups reveal the context, constraints, corrections, and specificity they need next.