Piers Butler

Piers Butler is a digital marketing consultant specialising in answer engine optimisation (AEO), making brands and the people behind them the trusted, retrievable answer across Google and AI search. His grounding is integrated performance: combined paid search and SEO at Croud and Brainlabs, paid media at Big Group, and search at iProspect. He thinks in terms of the whole funnel, not channels in silos.

Today he builds at the AEO frontier: entity-authority and schema tooling that optimises people and brands as entities for AI retrieval. It is live work, not theory. The methodologies on this site run in client engagements and in the tools he builds through Telperion Insights.

He founded Laurelin Labs Limited (Company No. 16724815) as the consultancy and content engine behind that work. The name draws from the Two Trees of Valinor, a symbol of light, growth and enduring craft.

The point of view

SEO competes on keywords; AEO competes on entities. For most organisations the most important entities are the company and its leadership team, and almost all of them are currently invisible or ambiguous to the models. Making genuine, earned authority legible to the machine is the highest-leverage marketing move available right now, and the window is open but closing.

Career

Ventures

Laurelin Labs, the consultancy and content engine. Telperion Insights, the SaaS platform where the tooling lives. Newsroom Studio, the content production platform. Explore the frameworks behind the work or the lab where new ideas are tested in public.