AEO and GEO misconceptions: what changes and what needs evidence
A practical look at AEO and GEO claims about llms.txt, content structure, backlinks and AI visibility, with sources and a clearer standard of evidence.
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.
Page Evidence · Free & open source
Find your next content investigation.
A page loses clicks. New questions appear in Search Console. You need to decide what deserves a closer look.
I built Page Evidence to bring the search and analytics evidence into that decision. Inspect a page, see which queries changed, and explore the findings with an AI assistant.
Runs on your machine. Connects to your own Search Console and analytics properties.
Explore Page Evidence →
What I have been thinking about
Which Page Should You Improve First? A Search Console Example
Follow a three-page Search Console comparison, check the content and recent edits, then choose one useful improvement. Includes a simple worksheet.
Just Because You Can Build It Doesn't Mean You Should
AI makes it easier for marketers to build tools and automations. How do we tell whether the output improves workflows, decisions and business results?
Umbraco Editor MCP Skills for Content Work
Use editable knowledge and reusable skills with the Umbraco editor MCP for drafting, SEO, analytics and QA. Includes examples and a free starter repository.