Article
Search, product, and leadership
Independent article
Compiled from public interviews, conference biographies, and published episode pages.
Malte Landwehr is a German product and marketing executive who works on search visibility: first in classic search-engine optimization (SEO), and more recently in visibility inside large-language-model answer engines. He is chief product officer and chief marketing officer of Peec AI, a Berlin company that measures how brands appear in systems such as ChatGPT, Gemini, Perplexity, and Google AI Overviews.
Before Peec AI he spent five years at the price-comparison site idealo, most recently as vice president of SEO and a member of the executive team, and five years at the enterprise SEO software company Searchmetrics, most recently as vice president of product. Earlier he co-founded an SEO agency, worked in management consulting, did social-media research at the University of Münster, and ran one of Germany’s larger blogs.
Landwehr is a frequent conference speaker and podcast guest. This article collects publicly listed episodes in which he appeared as a guest, grouped by topic. The list is independent, unofficial, and incomplete. It is drawn from show pages and podcast directories.
Landwehr came into SEO as a teenager after a first website started attracting visitors from Google. Over more than twenty years he moved from running sites and an agency, through research and consulting, into product leadership at a SaaS company, then into running SEO for a large European comparison-shopping business.
Public biographies describe a mix of operator and commentator. At Searchmetrics he worked on a B2B product used by large brands. At idealo he was responsible for organic visibility across many country sites and later led a unit of more than thirty people. In 2025 he left that corporate role to join Peec AI, arguing that discovery was shifting from blue links toward answers assembled by language models, and that brands would need to measure citations and mentions inside those answers rather than rankings alone.
He writes and speaks under labels the industry has not fully settled: SEO for classic search, AEO (answer engine optimization) and GEO (generative engine optimization) for visibility in LLM answers. In interviews he has said GEO will grow far larger than SEO as a practice, while also warning that many published “GEO hacks” do not hold up against observed model behavior.
A condensed public timeline, based on Landwehr’s own CV and speaker biographies:
2003-2016
Independent SEO and blogging; operated sites that reached large German audiences.
2008-2010
Co-founder and head of SEO at seoFactory.
2012-2013
Researcher in social-network and social-media analytics at the University of Münster (WWU).
2014-2015
Digital strategy consultant at kpunktnull.
2015-2020
Product and marketing roles at Searchmetrics, later VP Product.
2020-2025
Head of SEO, then VP SEO at idealo; member of the Geschäftsleitung in the final year.
2025-
CPO and CMO at Peec AI.
Claimed operating highlights from his public CV include moving idealo’s German property up Searchmetrics visibility rankings, large lifts on product listing pages and Google Discover, and, after joining Peec AI, a reported jump in the startup’s annual recurring revenue during his first months. Those figures come from first-party bios and should be read as such.
Here's a list of podcasts that Malte Landwehr has appeared on.
From 2025 onward almost all of his guest spots are about the same shift: users asking chat systems instead of (or before) typing into Google, brands being cited or ignored inside those answers, and how to measure that visibility when there is often no click to attribute.
Niklas Buschner · episode 1 · about 71 minutes · 2025
Opening episode of the show. Landwehr talks through leaving a six-figure VP SEO job at idealo for a small AI-search startup, why he thinks “peak SEO traffic” has already happened, and how conversion from AI answers can look very different from classic organic sessions. He treats “Google is dead” as too blunt, but argues that free click volume to the open web will not return to its old high-water mark.
Niklas Buschner · recurring · 2025-2026
A standing monthly conversation rather than a one-off interview. Later episodes go into attribution (self-reported “how did you hear about us?” versus last-click), sudden jumps in ChatGPT outbound links, listicles and chunking, llms.txt, and recaps of BrightonSEO and OMR. Useful if you want his running commentary instead of a single origin story.
Michael Witzenleiter and Jean-Luc Winkler · 40 minutes · 5 September 2025
German-language tour of generative engine optimization: how brands show up in model answers, which tools are actually useful, and where the legal and quality risks sit. Aimed at marketers who already believe AI search matters and want tactics rather than a career narrative.
Video episode · 72 minutes · 3 July 2025
Recorded around his move from idealo to Peec AI. He talks about the company’s early venture round, why a small team posts very high public salary bands, how he would start as a GEO consultant today, and which agency business models he thinks will struggle. More operator-and-market than prompt-tactics.
Jonas Tietgen and Jannik Schubert · 56 minutes · 10 October 2025
A practitioner deep dive: his top three levers for being mentioned in AI answers, how to set up tracking, and which prompts are worth monitoring. The hosts keep the conversation on workflows rather than startup lore, which makes this one of the more concrete German SEO-podcast episodes on GEO.
Benjamin O’Daniel · interview with article and audio · July 2025
The line in the title is the quote most often clipped from Landwehr in 2025. The conversation covers why he left a corporate SEO seat, how a customer journey looks inside a chat system, prompt systems, and crawler behavior. The write-up on the show site is a usable summary if you do not want the full audio.
Erik Siekmann · about 64 minutes · 26 May 2026
Siekmann presses on measurement. Landwehr argues that judging AI platforms by clicks is a category error, then walks through self-reported attribution, logfile analysis, and prompt monitoring. He also talks about YouTube, Reddit, and consistent public language as inputs that models actually pick up.
Max / getpress · 70 minutes · 17 February 2026
Less “how do I rank in ChatGPT,” more “which source types get cited.” News, trade press, forums, and social posts show up in model answers in ways that pull PR and communications back into the search brief. Useful for brand and comms teams who have been sitting out the GEO conversation.
With Edin of iGrow · 31 minutes · August 2025
Shorter B2B-marketing framing: compressed sales funnels, whether SEO is dead or just renamed, and what a “GEO-ready” team actually does. Includes a look at how Peec AI users watch prompts and sources.
Gautam Mehra / Seahawk Media · December 2025
English career-and-product interview: blogging as a teenager, Searchmetrics, idealo, then building analytics for mentions inside ChatGPT, Perplexity, and Gemini. A gentle on-ramp if you want the story in English before the denser German tactic shows.
About 31 minutes · 31 December 2025
Compact English interview covering the professional path, ChatGPT user growth, how a website should change when the reader might be a model, and first steps for founders who have not started measuring LLM visibility.
Interview · English
A short English conversation on where classic SEO and generative engine optimization overlap - and where optimizing for a ten-blue-link results page stops being a complete strategy.
Slobodan Manic · English
Product-feed episode rather than a brand-mention episode. Landwehr’s public talks in 2026 have repeatedly argued that ChatGPT Shopping leans on Google Shopping feed data. This interview is the podcast version of that claim: if you sell products, the shopping graph and the feed quality may matter more than another blog post.
With James Dooley, Jabez Reuben and Kasra Dash · 2026
A crowded English panel on entity definition, reputation, knowledge panels, query fan-out, and “decision engine” visibility - the moment an AI system recommends a vendor at the point of purchase, not just at the point of research.
These episodes predate the GEO wave, or sit on the boundary. They are the record of Landwehr as an enterprise SEO: core updates, comparison shopping, myths, and whether SEO is still the most profitable acquisition channel.
Björn Darko · 38 minutes · 27 March 2023
A personality episode rather than a tactics dump. Darko’s “SEO Persönlich” series tries to get past conference-stage personas. Landwehr talks about the person behind the enterprise-SEO job - useful context for later career-change interviews.
Björn Darko · English
A myth-busting episode in English from the same show. Typical SEOPRESSO terrain: things the industry repeats that do not survive contact with large-site data.
Live Q&A compilation
A “best of” cut from the 10at10 Q&A format. More scattershot than a produced interview, but it captures how Landwehr answers unscripted practitioner questions.
Conversion-focused show · while Landwehr was leading SEO at idealo
An unusual pairing: a conversion-rate show interviewing an enterprise SEO. The overlap is what happens after the click on a comparison-shopping site, and which SEO “trends” actually change on-page behavior.
Mario Jung · recorded while Landwehr was at idealo
The DMA changed Google Shopping and comparison-shopping regulation in Europe. Landwehr speaks from the idealo side of that fight: what the law did to the results page, and what an online marketer needed to know once it was in force.
With Kim Nadine Adamek and Björn Tantau
A panel, not a solo interview. Period piece from the last pre-GEO trend cycle: useful if you want to hear what “next year in online marketing” sounded like immediately before chat answers became the main plot.
With Johannes Beus and Olaf Kopp
A three-way autopsy of a specific core update. Beus (Sistrix) and Kopp bring ranking-data instincts; Landwehr brings the large-site operator view from idealo. One of the better documents of how German SEO podcasts used to process Google updates.
German marketing show
A blunt title that matches a long-running Landwehr talking point from the idealo years: for many business models, organic search still beat paid channels on contribution once you counted fully loaded costs. Listen knowing the later AI-search episodes qualify that claim.
English
Enterprise SEO as an organizational problem: stakeholders, measurement, and the difference between a blog and a catalogue of millions of products. Fits the Searchmetrics / idealo stretch of his career.
Jonathan Ames · 40 minutes · 13 February 2024 · English
A CMS-adjacent show asking an SEO to explain the discipline without jargon. Recorded while Landwehr was Head of SEO at idealo; the host uses the visibility-ranking story as the hook.
13 July 2023 · 67 minutes · English
What building and shipping an enterprise SEO platform teaches you about how large companies actually do search - the gap between conference slides and the ticket queue. Recorded after he had already moved to idealo, looking back at the product years.
Landwehr’s Searchmetrics years were product years. A smaller set of episodes treats SEO people as product people, or treats product pivots as a user-migration problem.
Kevin Indig · 2019 · English
The thesis is in the title: SEO work looks more like product development than like a campaign calendar - roadmaps, experiments, stakeholders, and shipping. Recorded while he was still at Searchmetrics.
German product / digital show
About moving existing users through a product change rather than pretending a pivot is a clean launch. A rare episode on his list that is not primarily about search.
English · video
A leadership typology for SEO managers: different ways people run search teams inside companies that do not understand search. Still the cleanest single episode on “SEO as a management job” in his public list.
With Stefan Vorwerk (then Head of SEO at About You) · 37 minutes · 14 March 2023
A book-club episode built on John C. Maxwell’s “law of influence.” Two German heads of SEO talk about leading without relying on org-chart power - relevant in companies where SEO is a service function rather than a profit-and-loss line.
Recorded in the Searchmetrics period · English
How a product-and-SEO organization runs when the work is remote and the process is agile. Venturi also listed Landwehr among “leaders” in an industry ranking; this is the episode that sits behind that relationship.
Landwehr appears on conference stages at least as often as on podcasts (OMR, BrightonSEO, SMX, SEO Day, and others). Those talks are not catalogued here. Some shows reuse clips or publish both a video and an audio cut of the same conversation; where that happens, one canonical link is given.