Search foundations
Architecture, content and signals that earn durable organic visibility.
Digital marketing · Search · AI visibility
Bogdan Niculi.
Nineteen years making brands findable. Now for the age of AI.
From keywords to AI answers, I lead search strategy across SEO and GEO, bringing cross-functional teams together to turn search into measurable growth for B2B and B2C, from startups to global brands.
- 2007 Foundations E-commerce SEO GoogleUniversal Search Already optimizing e-commerce the year Google reinvented the results page.
- 2009 Search & paid SEO / SEM coordination GooglePanda · Penguin Running SEO and paid as Panda and Penguin ended the shortcuts.
- 2014 Enterprise Strategy at IBM GoogleHummingbird → BERT Scaling enterprise search as keywords gave way to intent.
- 2021 Scale Senior SEO at UiPath GoogleMUM → SGE Growing organic at scale as AI began rewriting the SERP.
- 2026 AI visibility Director, SEO & GEO GoogleAI Overviews Now optimizing for the engines that answer, not just rank.
Profile
Search has reinvented itself many times since I started in 2007. I've worked through every shift, and my job has stayed the same: make sure the right people find the brands I work with.
I design and run strategies that deliver measurable impact, leading campaigns across B2B and B2C, inside startups and global brands alike. The throughline is always the same: visibility that ties back to the business, not vanity rankings.
My core is SEO and SEM, and increasingly Generative Engine Optimization: shaping how AI-driven search and generative experiences represent a brand. I combine technical SEO, content architecture and analytics to help companies perform in both traditional and generative search.
I work across web, product, content, design and engineering teams to ship cohesive experiences and growth. Data is the compass: it's how I find the opportunity, refine the plan, and point every action at a real outcome.
Expertise
Four ways I make brands findable.
Acquisition
Paid search and media that complement organic growth and convert.
AI visibility
Making a brand the answer generative engines cite and recommend.
Data & leadership
Turning analytics into strategy, then aligning teams to deliver it.
Experience
The record.
2021 – Present
5 yrs
UiPath
Bucharest, Romania
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Director, SEO & AI Visibility (GEO)
Apr 2026 – Present- Lead SEO and AI-visibility (GEO) strategy, positioning UiPath across both traditional and generative search.
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Senior SEO Manager
Jun 2021 – Apr 2026- Owned and evolved the site architecture, navigation and multiple business properties to grow organic traffic without compromising experience.
- Built large-scale SEO programs and a multi-region keyword universe tied to core business metrics.
- Drove SEO best practice across content, engineering, creative and product marketing.
- Partnered with analytics on executive reporting and quarterly reviews.
2014 – 2021
7 yrs 1 mo
IBM
Bucharest, Romania
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WW SEO Lead, IBM Industries
Nov 2019 – Jun 2021- Set the SEO strategy for site updates to maximize organic traffic across IBM Industries.
- Led keyword strategy, technical projects and competitive research with content, product and dev teams.
- Worked with PPC and analytics to strengthen search performance and reporting.
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WW Digital Strategist, Industries
Aug 2017 – Nov 2019- Defined the digital strategy and tactic mix for the IBM Industry marketing program.
- Ran web, SEO and inbound campaigns, measured against ROI and KPIs.
- Deployed personalization, CRO and account-based marketing across channels.
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Team Leader, DO Web Management
Apr 2017 – Aug 2017- Led the Digital Optimization web management team.
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Digital Optimization Specialist
Jun 2014 – Apr 2017- Improved inbound marketing across BeNeLux, France and Germany for the Commerce, Analytics and Security units.
- Served as the SEO subject-matter expert for training and enablement, and led a 6-person SEO squad.
2009 – 2014
5 yrs 1 mo
Concept24
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SEO & SEM Coordinator
Jun 2009 – Jun 2014- Led SEO/SEM for e-commerce sites, portals and presentation sites, covering on-page, off-page, technical and CRO.
- Ran Google AdWords and social campaigns, content coordination and website builds.
- Coached colleagues on SEO and content, and handled SEO sales and market analysis.
2008 – 2009
10 mos
Monosit Conimpex
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Web Administrator & SEO/SEM
Aug 2008 – May 2009- Ran gamestore.ro and its SEO/SEM, from keyword research to technical audits and link building.
2007 – 2008
1 yr 4 mos
All4Web
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Web Administrator & SEO
May 2007 – Aug 2008- Managed several e-commerce sites (buyphone.ro, buygames.ro, buyhardware.ro, telefonmobil.ro) and built their SEO foundations.
The shift
People used to search. Now they ask. Answers arrive from assistants, overviews and chat, and being found means being understood by the machines that summarize the web. That's where I spend my attention now.
- GEO
Shape how generative engines represent, cite and recommend a brand.
- AEO
Structure expertise to become the direct answer to real questions.
- LLM
Build the authority and signals that make models confident in surfacing you.
Education
Foundations.
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2008 – 2010
Romanian-American University, Bucharest M.Sc. in Computer Science & Economics
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2004 – 2008
Romanian-American University, Bucharest B.Sc. in Computer Science & Business Management
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2000 – 2004
Economic Highschool "Dimitrie Cantemir", Suceava High School, Economics