In the age of AI search, you can’t grow traffic alone.
Getting mentioned is the #1 driver of AI visibility — especially if you don’t have a massive SEO footprint. That makes brand mentions from guest articles, Reddit, PR and other outside sources absolutely essential.
That’s why we launched Spyndle.
Traditional SEO focuses on what you publish. AI search rewards where you’re mentioned.
If your strategy is all in-house content, you’re playing a slower game than the buyers searching for you. AI engines favour distributed mentions on already-trusted sources over owned content — which means authority isn’t optimised, it’s earned.
Outside voices have become essential
AI and Google lean increasingly on third-party signals — credible articles, community threads, and citations on sites they already trust — not just what’s on your own domain.
Great backlinks rarely happen naturally
Even strong content won’t attract high-quality backlinks if editors and writers don’t know it exists. Without outreach, your best work stays invisible to the people who matter.
Promotion takes serious time & effort
Networking, pitching editors, and building relationships with the right publications is essential — and a relentless time-suck. Most in-house teams can’t carve out the bandwidth to do it consistently.
While one team is publishing blog #17 and waiting on backlinks, another is placing 1–2 articles on trusted sites and showing up in AI answers weeks earlier. That’s the gap.
How Spyndle came to be.
Two operators noticed the same shift.
Dustin had been a fractional CMO for B2B SaaS clients for years. Joe had been doing SEO outreach for nearly a decade. Both noticed that buyers of complex technology were increasingly turning to AI search instead of Google to research software — and that traditional SEO playbooks weren’t built for it.
We gave away dozens of articles to figure out what works.
We placed a stack of free and heavily discounted articles for early clients, then watched what happened. Which sites got picked up by AI engines. Which formats earned citations. Which prompts actually moved. Which ones didn’t.
Volume isn’t the lever. Source quality and prompt-fit are.
Most of the early articles taught us what doesn’t work. The ones that did taught us a clear pattern: AI engines pull from a specific set of sources for each topic, and getting placed in those exact sources — with the right framing — outperforms ten generic guest posts on random sites.
A boutique AI search services agency, built for B2B SaaS.
We work with a handful of B2B SaaS clients at a time so we can do the upstream research that makes placements actually convert. No marketplaces, no link farms, no pretending to be bigger than we are.
Meet the founders.
Dustin Walker
Former tech CMO with 10+ years in B2B SaaS. Spent years as a fractional CMO for SaaS startups before co-founding Spyndle, with a background in qualitative research and messaging strategy — the work that figures out which prompts your buyers are actually typing into ChatGPT, and what they need to read when they get there.
Runs the strategy side of every engagement: prompt research, voice-of-customer work, and the editorial angle for every guest article we place.
Joe Trewick
Spent 6+ years building backlinks and running outreach campaigns long before any of this had an “AI” in front of it. Hardcore on the technical SEO side — site analysis, prompt detection tooling, and figuring out exactly which sources AI engines are pulling from for any given query.
Runs everything from initial site research through to editor outreach. The reason our placements end up on credible, niche-relevant publications instead of marketplace fillers.