The Surfer team.
Search Engine Optimization, or SEO, is the art and science of gaming search engine algorithms in order to increase the amount of traffic to a website through organic search engine results. It involves understanding how search engine algorithms retrieve and prioritize data in order to optimize the query results they offer a user. Search engines use a combination of algorithms and different ranking factors to deliver webpages ranked by relevance.
SEO has evolved from traditional approaches like keyword research and content optimization to methods that leverage the state of the art in machine learning and artificial intelligence. Surfer was founded in 2017 by Lucjan Suski, his brother Michal Suski, and Slawek Czajkowski. They were later they were joined by Tomasz Niezgoda and Kazik Piętka. The founders identified gaps in how well SEO methods were performing. Taking advantage of the opportunity, the Surfer team was able to develop algorithms that respond to SEO algorithms in real time, while at the same time offering an intuitive and information rich user interface and experience for their clients.
Traditional SEO methods have focused on strategies like keyword research and content optimization. High rankings are achieved by understanding and leveraging how search engines index and serve up content to users. Content creators and websites need to align what they do and how they are structured with how search engine algorithms prioritize data. Typically, this has been done by incorporating relevant keywords and ensuring that a website’s structure and organization is optimized for search engine crawlers — bots that scour the web collecting data.
But current state of the art methods for SEO rely on artificial intelligence and Large Language Models, or LLM’s, like OpenAI’s GPT, to achieve the same results, only more efficiently and better.
Traditional SEO practices have evolved to integrate machine learning and AI in order to automate the analysis — and ultimately, the optimization — of search trends and the generation of content. AI-focused SEO methods can parse through huge amounts of online data, identifying subtle and hidden patterns in user behaviors. As a result, these tools can determine the most impactful keywords, predicting how search engine algorithms will prioritize search results. They can also suggest website content structured in ways that are likely to resonate with both search engines algorithms and human consumers.
LLM’s are particularly good at content creation because they can generate human-like text that mirrors the anticipated intent of human search patterns, in turn improving a website’s relevancy and perceived authority on a subject.
However, while undoubtedly powerful, existing AI SEO models and approaches still require significant human oversight in order to ensure the accuracy and relevance of generated content and SEO strategies.
In contrast, Surfer’s approach to using AI in SEO differs from conventional approaches. The company still makes full use of the efficiency of AI and LLM’s for content creation and optimization, but they are attempting to go further by focusing on real-time, data-driven SEO recommendations.
Instead of solely relying on AI for content generation, Surfer uses AI as a part of a broader holistic strategy that at the same time prioritizes on-page considerations such as site structure, keyword usage, and content quality. The AI algorithms and tools that Surfer has built are specifically fine-tuned to reverse-engineer the ranking factors of Google’s algorithms. This means that the content they help create and optimize is cognitively appealing to human consumers while being simultaneously specifically designed for ranking success.
In other words, Surfer’s AI tool is not just a content creator but an SEO strategist, in contrast to approaches that have traditionally used AI primarily for generating text and other content, without an iterative and constantly improving design focus on SEO performance.
Surfer achieves this by leveraging AI to analyze enormous datasets gathered from Google search results. By integrating generative AI into their product offering, they attempt to combine the reverse engineering of search algorithms with AI capabilities.
Surfer’s AI algorithms are powered by knowledge bases formed from Google search results, alongside with users’ custom data. They apply various mathematical methods and algorithmic approaches, including keyword extraction, structural analysis, topic mapping, and logical reasoning, to generate content that is optimized for SEO standards.
A critical aspect of Surfer’s differentiation is the use of a what they call a ‘Topical Map.’ They construct huge knowledge graphs — structured networks with built in descriptive features — of keywords. They then analyze these graphs to establish topical relevance and authority. As Lucjan Suski explained it, Surfer’s algorithms take into account keyword correlations and competitor analysis within a subject class, using clustering methods and natural language processing models to generate thousands of article ideas. This enables their users to iteratively generate and constantly improve their content.
In the course of his career, Suski made the transition from the software industry in his native Poland to Strategyzer, best known for developing a business model strategy and development tool called The Business Model Canvas. This transition shaped his perspectives on product development and his understanding of organizational culture. Along with his brother, the result was that Suski was able to identify technical and market opportunities that led to the founding of Surfer. The company was initially started as a side project, but quickly evolved into a full blown startup.
Still, no startup is without its challenges. As Suski reflected: “The biggest struggle that I faced was transitioning from a developer role to an active contributor in shaping the product direction. Initially, in my career, I was involved in programming, which was my passion. However, I encountered challenges in influencing the direction of the products I worked on. It was tough to have a significant say in product development, especially coming from a developer’s perspective.
I strongly believe developers should have a substantial voice in how products are built and the direction they take. At the start of my career, this was a considerable challenge for me as I wanted to have a more impactful role in product development. My aim has been to integrate my technical expertise and vision into the product roadmap, but it wasn’t easy to execute this within the companies I worked for initially.”
How Suski and his co-founders were able to bootstrap and scale Surfer to what it is today is impressive.
Over the next five to seven years, Surfer plans to focus on further developing its strategic position as a leader in the SEO field. Suski plans to have his company continue to innovate around machine learning and AI-based technologies in order to continue improving the results and efficiency of SEO and content optimization strategies.
He hopes to continue improving the quality of content generation and SEO results, while at the same time making them more intuitive and user-friendly. His goal is to serve a broader client base across a range of technical and content expertise. This includes marketing agencies, in-house teams, affiliates and freelancers..
Within the organization, Suski says the company is committed to nurturing a culture of innovation and growth, with a strong emphasis on talent acquisition, learning, and development. Their broad vision is to establish the company as a benchmark for excellence in SEO and content optimization, enabling businesses to effectively realize their digital marketing goals.

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