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Sparks
The Index
Learn from the
Masters of Search.
Practical AI search guidance from conversations with real experts.
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Which guests disagree most with each other?
What does everyone in AI search secretly know but won't say?
What's the most contrarian take across the index?
Which conversation has aged worst since it was recorded?
What "best practice" is actually hurting domain authority?
Which growth tactic everyone is doing is mostly theatre?
What do guests agree on privately but argue about publicly?
Which conventional SEO wisdom is dead under LLMs?
What's the most overhyped tactic in AEO right now?
Where is the AI-search hype clearly wrong?
Which guest's prediction has aged best?
What would honest operators stop doing tomorrow?
Which guests disagree most with each other?
What does everyone in AI search secretly know but won't say?
What's the most contrarian take across the index?
Which conversation has aged worst since it was recorded?
What "best practice" is actually hurting domain authority?
Which growth tactic everyone is doing is mostly theatre?
What do guests agree on privately but argue about publicly?
Which conventional SEO wisdom is dead under LLMs?
What's the most overhyped tactic in AEO right now?
Where is the AI-search hype clearly wrong?
Which guest's prediction has aged best?
What would honest operators stop doing tomorrow?
How did Webflow get 10% of signups from AI search?
What did HubSpot learn from burying its own traffic?
What made Wise's organic playbook work at fintech scale?
What's the SEO-for-PLG playbook from Miro?
Which company saw the biggest AEO gain from a single change?
What's the smallest team in the index that hit the biggest numbers?
Which experiment in the index produced the cleanest result?
Who got the highest signups-per-impression in AI search?
What's the most replicable AEO win across all guests?
Which company's before-vs-after is most worth studying?
What's the most expensive mistake any operator owned up to?
Which guest has shipped the most growth experiments per quarter?
How did Webflow get 10% of signups from AI search?
What did HubSpot learn from burying its own traffic?
What made Wise's organic playbook work at fintech scale?
What's the SEO-for-PLG playbook from Miro?
Which company saw the biggest AEO gain from a single change?
What's the smallest team in the index that hit the biggest numbers?
Which experiment in the index produced the cleanest result?
Who got the highest signups-per-impression in AI search?
What's the most replicable AEO win across all guests?
Which company's before-vs-after is most worth studying?
What's the most expensive mistake any operator owned up to?
Which guest has shipped the most growth experiments per quarter?
Where do most teams waste their AEO budget?
What's the single most underrated lever across the index?
What do guests quietly agree on, even when they disagree loudly?
What's the case against optimising for AI search at all?
If I had 90 days and one growth lever, what would the index pick?
What's the smartest AEO investment for a Series B SaaS?
What's the cheapest way to test if AEO will work for my company?
Which company stage benefits least from AEO?
What's the order of operations to attack search in 2026?
What's the smallest experiment with the biggest learning value?
Where will AI search be in 18 months, by guest consensus?
Where would you NOT spend a dollar on AI search right now?
Where do most teams waste their AEO budget?
What's the single most underrated lever across the index?
What do guests quietly agree on, even when they disagree loudly?
What's the case against optimising for AI search at all?
If I had 90 days and one growth lever, what would the index pick?
What's the smartest AEO investment for a Series B SaaS?
What's the cheapest way to test if AEO will work for my company?
Which company stage benefits least from AEO?
What's the order of operations to attack search in 2026?
What's the smallest experiment with the biggest learning value?
Where will AI search be in 18 months, by guest consensus?
Where would you NOT spend a dollar on AI search right now?
What's Lily Ray's take on E-E-A-T under LLMs?
What does Malte Landwehr mean by "SEO is dead"?
Give me Ethan Smith's ultimate guide to AEO, condensed.
What's the smartest experiment any team can run this week?
What's Vivian Hoang's most contrarian view on AI search?
Which guest has the cleanest framework for prioritising content?
Which playbook from the index can a team run by Friday?
Who in the index has the sharpest read on SEO's future?
What would Ethan Smith do with a $50K AEO budget?
Which guest's framework should every Head of SEO memorise?
Which guest has been most consistently right across appearances?
What tactic does Lily Ray say actually moves rankings under LLMs?
What's Lily Ray's take on E-E-A-T under LLMs?
What does Malte Landwehr mean by "SEO is dead"?
Give me Ethan Smith's ultimate guide to AEO, condensed.
What's the smartest experiment any team can run this week?
What's Vivian Hoang's most contrarian view on AI search?
Which guest has the cleanest framework for prioritising content?
Which playbook from the index can a team run by Friday?
Who in the index has the sharpest read on SEO's future?
What would Ethan Smith do with a $50K AEO budget?
Which guest's framework should every Head of SEO memorise?
Which guest has been most consistently right across appearances?
What tactic does Lily Ray say actually moves rankings under LLMs?
