AUTHOR × PUFFER
Armin Zetterberg
Co-founder & Captain of Growth at Puffer
Armin co-founded Puffer to fix a problem he kept watching brands lose to: getting recommended by search engines, and now by AI engines, without flying a pirate flag to do it. He leads growth and partnerships at the company behind The Chest, the marketplace for white-hat backlinks and earned media.
SEO & AI visibility for VPN, SaaS, e-commerce and regulated markets
Who writes these guides
The operator behind the copy
Armin Zetterberg is the co-founder and Captain of Growth at Puffer, an SEO and AI-visibility company that helps brands get cited by search engines and AI engines through white-hat earned media instead of shortcuts.
Armin spends his days where most of his clients are losing visibility: in the gap between ranking and being recommended. A brand can sit on page one of Google and still be invisible the moment a buyer asks ChatGPT or Perplexity for a shortlist. He co-founded Puffer to close that gap with the only thing the engines actually trust, independent coverage on real publications.
His focus is partnerships, market entry, and scaling the engine that produces those placements. At Puffer he leads growth across some of the toughest niches on the web, including VPN, SaaS, e-commerce, and heavily regulated markets, where cheap links get a site penalized and patience is the only strategy that survives a core update.
The view he keeps coming back to is unfashionable and correct: you cannot manufacture trust, you can only earn it and then make it legible to a machine. One ship in your harbor is a visitor. A fleet is a reputation. Search engines, and now AI engines, only count fleets.
In one line
If anyone promises you a citation by Friday, they are flying a pirate flag of their own. Armin builds the slower, sturdier kind of authority, the kind that is still there after the next algorithm update.
Areas of expertise
The topics Armin works in daily, and the ones he writes about across the Puffer AI guides. Each one is a lever for the same outcome: getting named when it counts.
AI visibility & GEO
Getting brands named by ChatGPT, Perplexity, and Google AI Overviews through generative engine optimization (GEO), not dashboards alone. See the AI visibility guide.
Earned media & digital PR
Coverage on independent publications, the input behind most AI citations. See digital PR for AI citations.
White-hat link building
Contextual, editorial backlinks: 0 PBNs, 0 rentals, 100% contextual. See the link building hub.
Growth in hard niches
Partnerships and scaling in VPN, SaaS, e-commerce, and regulated markets, where shortcuts get punished fastest.
What Armin built at Puffer
Puffer is an SEO and AI-visibility company built on a single refusal: no private blog networks (PBNs), no rented links, no fabricated mentions. The work is real coverage on real sites, accumulated until the pattern is unmistakable to a search engine and to an AI model reading the same web.
The company runs The Chest, a self-serve marketplace of vetted backlink and earned-media opportunities, and The Reef, managed campaigns with expert-led strategy and hands-off execution. Both deliver the same thing from different angles: independent, contextual placements you can see and approve before anything runs.
Armin owns the growth side of that machine, the partnerships, the market entry, and the scaling. The guides across the Puffer AI silo are written from inside the work, not above it.
Real links. No shortcuts. No fishy business.
How these guides are written
Every page under the Puffer AI silo follows the same editorial standard. It is why they read like field notes, not marketing.
Cited, not claimed
Every statistic links to a named 2026 source. No round numbers pulled from the air, no certainty where Googlex27s algorithm is the variable.
Risks before the pitch
The danger is named before the solution. If a tactic is overrated, the page says so, even when Puffer sells the alternative.
Operator first
Written from inside live campaigns in hard niches, not from a content brief. The detail is the proof.
Guides written by Armin
A starting point across the Puffer AI silo. Each guide explains how search engines and AI engines decide what to recommend, and what actually moves the needle.
AI SEO guide
The hub: how AI engines pick the brands they name, and the three inputs that move it.
AI visibility
Why earned media beats your own pages, and how multi-domain corroboration works.
Link building
White-hat, contextual links and why quality cannot be manufactured on an assembly line.
Work with Armin and The Puffer
If your brand ranks but never gets recommended, the fix is the unglamorous one: real coverage on real sites, charted over time. We at The Puffer build exactly that layer, ship by ship. Send us the questions your buyers ask an AI engine, and we will show you who it names today. The citations will follow. Stay buoyant.