Mathias Noyez

Mathias Noyez talks about SEO the way someone talks about a discipline that has quietly become a different discipline altogether. The recurring theme across his posts is that search is no longer just Google, and that the shift toward AI-driven discovery is not a future scenario but something already happening in his own client pipeline. He notes that even "corporate en enterprise bedrijven" tell his agency they found them "via AI search tools," from "Claude tot Copilot," and draws a clear line between B2B and B2C adoption: B2B is already there, B2C is close behind, often in less obvious ways such as someone designing a product in ChatGPT before walking into a store, or discovering a solution "tijdens het filmen via Gemini Live." His conclusion is stated plainly: "AI search wordt niet zomaar een extra kanaal. Het wordt een nieuwe manier waarop mensen oriënteren, vergelijken en beslissen."

That belief shows up again, sharpened, in his notes from SEO Week in New York, an event he chose over eight straight years of BrightonSEO because he wanted to go "diving deep into the future of SEO, optimizing for AI-driven search" . His day-one takeaways center on the idea that SEO and GEO are becoming genuinely distinct disciplines, that "It's no longer enough to create content," and that marketers need to "provide strong, multi-format evidence that aligns with different user intents" . By day two his language sharpens into something closer to a manifesto: "Focus on believeability over visibility," "Trust is becoming a core KPI," "GEO is collaborative, not siloed," and "High quality content is no longer optional, it is the standard" . Taken together, these lines show a thinker moving from observing a market shift to codifying what it demands operationally: proof, trust, and cross-functional work rather than siloed optimization.

Noyez doesn't just theorize this shift, he builds for it. His clearest concrete example is Denny, an AI agent given its own inbox and its own domain for linkbuilding and citation outreach, built on "AirOps + Claude (Chrome extension) + AgentMail (YC S25)" and described as doing "the job every junior SEO hated" . He's explicit about the reasoning behind giving an agent its own email identity rather than routing it through his own: keeping outreach from being flagged as spam and keeping his own inbox clean . The workflow he describes, an AirOps flow finding contacts through Hunter, Claude scraping when Hunter comes up empty, a daily Cowork session sending outreach, checking replies, logging pricing, escalating anything uncertain back to him, reads less like a case study and more like someone thinking out loud about what SEO work looks like when a meaningful share of it is delegated to an agent with judgment boundaries.

That same standard shows up in how he hires. A vacancy for a senior technical SEO specialist makes his expectations unambiguous: not "ik gebruik soms ChatGPT" but someone who can "crawlbudget analyseren," "JS-rendering debuggen," build "workflows in AirOps," write "Claude Skills," and use "MCP" to pull data into AI tools . He frames the agency itself around this bar, describing a "Klein senior team" with "Geen account managers," "Veel vrijheid," and "Veel bouwen" . The tone is consistent with his other posts: SEO is not treated as a channel to manage but as a technical and editorial practice that now includes AI tooling as a baseline competency, not a bonus skill.

Alongside the tooling and hiring bar, Noyez keeps returning to the human and cultural side of running an agency. His account of leaving for holiday, processing salaries, finalizing a new hire's contract, fielding three major proposal requests, all in the days before departure, ends not in complaint but in trust: "Gotta love agency life" and "I'm heading off with total peace of mind" . He names the team he's leaving things to and commits, half-joking, to "only bother you once a day" . It's a small data point, but it fits the rest of his public voice: confident in the systems and people he's built well enough to step away, while still clearly wired to keep thinking, admitting his "Brain constantly spinning with new AI ideas to test out" even mid-departure .

Community and peer exchange are another constant. He helped Xaveer and Sofie Marey get a SEA Benelux meetup off the ground after "het is te lang geleden ondertussen," even while downplaying his own SEA expertise as "miniem" . He publicly credits speakers and hosts, calling a SEO Week talk from Krishna Madhavan "already so good" and thanking AirOps for hosting him to discuss "a new feature and some exciting research" his agency would be part of . The throughline across all of this is someone who treats SEO less as a fixed skill set and more as a moving target that has to be re-learned in public, tested with real tooling, hired for honestly, and talked about openly with peers rather than guarded as proprietary knowledge.