Thenuka Karunaratne (daydream) on Building SEO Moats with AI
The Animalz Content Marketing Podcast
The Evolution of SEO: From Marketing to Product Management
This chapter explores the complexities of SEO, comparing it to day trading due to its rapid technological developments. It emphasizes the necessity of rich data sets and the growing role of product managers in integrating SEO strategies into product functions.
In this episode, Thenuka Karunaratne shares how companies can create sustainable competitive advantages ("moats") in SEO as AI transforms search. With extensive experience in programmatic SEO, Thenuka explains why simply using AI to generate content isn't enough — the real advantage comes from proprietary data and strategic implementation.
Despite warning against "SEO on autopilot," Thenuka demonstrates the remarkable results possible with thoughtful AI integration. His case study with Twingate shows how programmatically created content quickly generated 50,000 monthly visits, with 20% of their demo page traffic coming from this content.
About Our Guest: Thenuka Karunaratne
Thenuka Karunaratne is the co-founder and CEO of daydream, a platform that automates programmatic SEO. Founded in 2023 with $3.8M in seed funding, daydream builds on Thenuka's experience creating high-performance programmatic SEO systems.
Before daydream, he founded Flixed, a streaming industry lead generation business that leveraged programmatic SEO to send over 100,000 subscribers to services like HBO, Disney, and Hulu.
About This Season of the Animalz Podcast: AI & Content
Hello... is there anybody out there creating real value with AI?
The AI conversation in content marketing has become deafening — skeptics shouting from one side, shallow tips from enthusiasts on the other. But somewhere in this noise, there must be pioneers who've actually figured something out, right?
We've gone on a search for the real pioneers — the ones who've ventured beyond the hype to succeed (or fail) spectacularly. Through their hard-won insights, we'll discover if there's actually something of value hiding in the noise, or if we're all just shouting into the void.
Timestamps
00:00 Why most content teams lack visibility in AI-driven search
01:30 Thenuka’s background in SEO and streaming
03:30 From affiliate sites to building a programmatic SEO platform
06:00 The problem with manual approaches to long-tail SEO
08:30 Two major changes in search: AI answer engines and programmatic content
11:00 Tools for measuring brand visibility in AI answer engines
13:00 Why “SEO on autopilot” is a marketing myth
15:30 How AI can automate the strategic aspects of growth marketing
19:00 Why the future of SEO requires more technical expertise
21:00 Twingate case study: using data breaches to drive programmatic SEO
25:00 Why proprietary data becomes your competitive moat
27:30 How SEO is becoming a product function rather than marketing
29:00 The future of search when “computers talk to computers”
Mentioned Links & Resources
Unbroken (00:01:40): The biography of Olympian Louis Zamperini.
Flixed (00:03:00): Thenuka's previous programmatic SEO business.
ChatGPT and Perplexity (00:07:30): AI answer engines changing search behavior.
Zapier (00:09:10): Tool mentioned in the AI answer engine discussion.
Daydream Library (00:12:00): Where Thenuka announced their AI visibility tool.
Twingate (00:21:00): Featured in the 50,000-visit case study.
Coinbase, Airbnb, and Pinterest (00:26:30): Companies where SEO functions as a product capability.
Nexus (00:29:00): A book by Yuval Noah Harari mentioned in the post-interview discussion about finance and AI.
Follow Thenuka and daydream at at withdaydream.com or on LinkedIn or X.
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