Jordan's Replit auto blogger writes and publishes SEO posts to 11 Webflow sites, his Amazon SEO lessons, and why Sam runs every interview through Granola.
Yes, writing content about your business still drives search traffic, and it now gets picked up by LLMs like ChatGPT and Perplexity too. On Episode 2 of Built This Week, Jordan Metzner and Sam Nadler showed the auto blogger Jordan built in Replit, which writes a post with images and publishes it to each of their 11 brand sites on Webflow, daily or on demand.
Jordan has worked on SEO for a long time, including working closely with the Amazon SEO team. He says they track their own sites through Google Analytics and Google Search Console, which shows how many people find a site each day, with which search terms and on which pages. The data points one way:
essentially, the long story short is that writing content on your website about your business is good for your business and will drive traffic to your business.
— Jordan Metzner, Episode 2
Search is changing as LLMs take over more of it, but Jordan says some of their sites are already indexed well inside the LLMs. The problem is that writing content is a pain across 10 or 15 websites, and posts with images perform better. Their sites moved from WordPress to Webflow about a year earlier, mostly to cut maintenance, and he says Webflow's SEO has been as good as WordPress, if not better.
The feedback loop is simple. They check Search Console to see what people search for, then double down. For their offsite planning business, Offsiteio, the top search term is something like "offsite planning checklist," so they keep writing around it.
Watch Jordan's Amazon SEO lessons in Episode 2 (starts at 6:14) · Episode 2 notes and transcript
Jordan says you have to go one level above SEO and ask what Google is trying to do: answer people's questions. Nobody searched for Offsiteio, a small brand. People did search for offsite planning checklists, so that is the content worth writing.
Amazon works the same way. Every product page is indexed, but people also search for things like "best towels for the beach" or "softest pillow for children," which are lists, not product pages. Amazon generated content pages for those. At Prime Video, where Jordan got a two-pizza team funded to build out an SEO opportunity, the gap was directional searches like "movies with Tom Cruise" or action movies starring Arnold Schwarzenegger. His takeaway: think about what people search for that might be orthogonal to your business, create content around it, then monitor it and double down.
Jordan calls it the Autoblogger AI content studio. It uses Claude and OpenAI for writing, and DALL-E 3, OpenAI's newer image model and Flux for images. In the brands screen you add a brand, which is really just a website, along with its Webflow API key, the fields needed for the Webflow collection mapping, and the topics you want articles about.
From the dashboard you can generate content for all brands, which creates 11 posts and publishes them to the sites, or pick one brand, such as HipTrain, and generate a post just for it. There are system logs to check that everything is running. Jordan says it had created around 150 posts per brand by the time of the episode. You can read more about the build on our auto blogger build page.
They had gone back and forth between automatic and manual publishing. Jordan's view:
once you feel confident that the content it's creating is high quality and driving in new additional traffic, it's probably fine to automate. But I think that there's a little bit of risk of, ChatGPT hallucinating or just not understanding exactly what the brand is and pushing out content that's not on brand.
— Jordan Metzner, Episode 2
Off-brand posts, he says, can hurt click-through rate and searchability. A fitness website publishing articles on an unrelated business topic may make Google think the content is trash. He built the tool mostly in Replit, with API keys for ChatGPT, Claude and the image models, and added Flux so the images would not all look the same. He says anyone can build it, it works with WordPress too, and even without auto-publishing it is useful just to generate content you paste into your blog.
Every time they launch a new site, Jordan says, one of the first things they do is post five to 10 related blog posts. He used to do it mainly to make the site look professional. What they noticed is that those sites get indexed quickly and start driving traffic.
The example was NTRVSTA, their AI interview tool. Before any real marketing, it was getting traffic from Google and from LLMs like Perplexity and ChatGPT, because people search for AI interview tools and the site had content about them. That had already led to significant leads, from places like Malaysia, Holland and the UK. Sam's summary: it is not a silver bullet, but it is free, it scales across brands, and organic leads are in many ways the best leads. We covered building NTRVSTA in Episode 6.
The tool of the week was Granola. Jordan says most AI note takers join your meetings, and most people find them intrusive. Granola sits alongside the meeting without joining it. Sam, who hates kicking note-taking bots out of calls, says it is invisible to the other person as far as he understands.
Sam does a lot of candidate interviews, sometimes 15 or more in a week. A notification pops up when a meeting starts, he clicks it, and Granola records while he talks. He can add his own notes, which get layered into the summary. When the call ends it writes an auto summary, and he switches to the hiring template, which structures it like a resume interview: background, current role, challenges and tech stack. There are also templates for one-on-ones, customer discovery and stand-ups.
But overall, for me personally, it's just really allowed me to free up my time and be more engaged in our interviews without frantically taking notes throughout the whole thing.
— Sam Nadler, Episode 2
Jordan uses it for interviews and sales introductory calls. He likes the calendar integration and push notifications, and being able to scroll back when he misses what someone said, without interrupting them. We went deeper on AI note taking in Episode 54.
In the news, Figma had just filed its S-1. Sam, who is not a designer, says their own weekly use of Figma has dropped over the last year and a half as AI tools improved. Jordan agreed: tools like Bolt, Lovable and v0 can design a good interface faster than doing it yourself. He still calls Figma the number one web-based design tool, says Adobe doesn't come close, and expects a mega IPO.
Jordan demos the auto blogger and Sam walks through a real Granola interview summary on screen. Watch Episode 2 of Built This Week, where the full transcript is also on the page.
