15+ years discovering how to win in search.
I started Surfaced after spending time learning B2B/C, startup, and enterprise environments as a growth marketer and search strategist in digital marketing & SEO.
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Over 15+ years I've led growth at startups, enterprise organizations, and agencies — from Intuit QuickBooks and the Bill & Melinda Gates Foundation to BrightEdge, RBC Global Asset Management, and MIT.
The thread connecting all of it: understanding how people find things, and making sure the right brands show up when they do. That meant technical SEO. Then the content strategy. Then full-funnel growth. Then the age of LLMs.
AI-native isn't just a new channel to optimize for. It's a fundamental shift in how discovery works — and most teams are treating it like SEO 2.0. Surfaced exists to help growth teams understand what's actually changing and build the internal capability to lead rather than react.
I'm here to help you or your team own this change.
"I help growth and digital teams get clear on search and build the confidence to drive real change inside their organizations."
Andrew Riker / Founder, Surfaced
Where I do my best work
Not a generalist. Not an agency. A practitioner who's done this work at every level — IC, director, consultant — across industries and company stages.
AI Search / GEO / AEO
Citation pattern analysis, LLM eligibility, entity optimization, prompt discovery, and measurement frameworks built for the age of appearing on AI search surfaces.
SEO & Organic Strategy
Technical SEO, content strategy, search demand mapping, competitive analysis — built to connect organic performance to pipeline and revenue, not just rankings or mentions.
Analytics & Measurement
Track the right metrics to connect action to outcomes — traditional and AI-native search have different KPIs — and reporting on them is different.
Organizational Advisory
Helping internal teams build search capability — stakeholder alignment, internal playbooks, team training, and the executive narrative to fund it.
Growth Marketing
Full-funnel growth strategy — acquisition, activation, and retention — with deep roots in search and a practical understanding of how AI is changing every stage in 2026.
Content & CRO
Content strategy built around the search factors like E-E-A-T. CRO frameworks that connect on-page behavior to conversion and revenue outcomes.
Some of the brands I've helped.
Across B2B, B2C, and nonprofits — startups to enterprise.
Every engagement is different; the goal is always the same.
"Agencies usually want to keep you dependent. I'm trying to make myself unnecessary."
Andrew Riker / Founder, Surfaced
Honesty first. If your team isn't ready, I'll say so. If a cheaper solution would serve you better, I'll point you there. I don't take engagements that aren't the right fit.
No fluff. Every deliverable is designed to be used — not collect dust. Playbooks your team will actually open. Frameworks to improve operations.Metrics you can defend upward.
Your team wins. The goal is always to improve internal capability. When an engagement ends, your team should be meaningfully better equipped than when it started.
Availability. I keep a small client roster intentionally for dependability. If you're a Surfaced client, you get real access — not filtered through an account management.