Strategy
TikTok SEO: How Products Surface in TikTok In-App Search
TikTok SEO is how products surface in TikTok's in-app search. Here is the engineered way to run it as one surface of a wider visibility system.
Aug 21, 2026 · 10 min read
Team Haide
Adrian Nikolov
Founder & CEO
17 years engineering organic growth. Founder of Haide Digital. Builds systems clients own and operate.
17+years experienceSofia, BulgariaEnglish, Bulgarian13posts
About
The long version.
Adrian has spent 17 years inside the search industry, the last decade focused on engineering organic growth systems for SaaS, B2B, and eCommerce brands. He founded Haide Digital to build growth infrastructure clients own, rather than rent through long-term retainers.
His work centers on three layers: technical foundations, semantic architecture, and Generative Engine Optimization. He has shipped pillar architectures, schema graphs, and internal linking systems that compound long after the engagement ends.
Before Haide he led SEO at MobiSystems and Acronis and ran search for PhoneArena, a tech media platform with millions of monthly readers. He still oversees a global client portfolio as Partner and VP of Search at Onload, and writes and speaks regularly on Organic Growth Engineering, technical SEO, and GEO.
Expertise
Areas of expertise.
- Technical SEO
- Semantic SEO
- Generative Engine Optimization
- AI Content Automation
- Organic Growth Engineering
- Structured Data Implementation
- Entity SEO
History
Professional history.
Founder & CEO
Haide Digital · Sofia, Bulgaria
Builds the systems behind every Haide engagement: topical authority frameworks that work in classic and AI search, signal architecture for real-time search monitoring, automation pipelines fed by 25+ data sources.
Partner & VP of Search
Onload
Owns search strategy for a global client portfolio spanning SEO, AEO, and GEO, and mentors the search team on AI Overviews and entity-based optimization.
Co-founder
Re:start SEO
An independent SEO practice he co-founded, delivering hands-on search work for growing brands.
Head of SEO & Content Marketing
MobiSystems
Led global SEO and content strategy for the MobiSystems product suite, including multilingual SEO in 30+ languages. Pushed visibility beyond Google into Reddit, Quora, LinkedIn, and YouTube.
Senior SEO Manager
Acronis
Drove global SEO for the Acronis cyber protection suite, owning technical SEO end to end: site architecture, Core Web Vitals, hreflang across 20+ language versions.
Head of SEO
PhoneArena
Led SEO for a global technology media platform with millions of monthly readers. Designed the Google Discover strategy that lifted mobile traffic and recurring readership, plus the semantic framework behind the site's topical authority.
Freelance SEO Expert
Independent practice
Ran SEO strategy for enterprise clients in finance, SaaS, and eCommerce, and advised C-level teams on AI search disruption before it had a name.
SEO Team Lead
Fantastic Services
First leadership role: built SEO strategy and process for the company and its external clients. Trained the team and tied search work to conversion gains.
Credentials
Education & certifications.
Certifications
SEO II
HubSpot Academy · 2026
SEO
HubSpot Academy · 2026
AI Automation
SoftUni AI · 2026
Agentic AI and AI Agents: A Primer for Leaders
Vanderbilt University · 2025
Prompt Engineering for ChatGPT
Vanderbilt University · 2025
Introduction to Gemini for Google Workspace
Google Cloud · 2025
Google Analytics Certification
Google · 2017
Google Ads — Search Advertising Certification
Google · 2017
Digital Marketing and SEO
Software University (SoftUni) · 2016
Project Management
RammSoft · 2014
On the record
Speaking & publications.
Speaking
2026
Technical SEO in the AI Era: Visibility in ChatGPT, Perplexity & Google AI Overviews
SEO Marketing Masterclass · Sofia, Bulgaria
2024
Crawling Hacks: Using AI with Screaming Frog
Digital4Sofia Conference · Sofia, Bulgaria
2022
Authority Through Content: Resilience to Any Google Algorithm
Online Advertising Conference · Sofia, Bulgaria
Writing
13 posts by Adrian.
Strategy
Local SEO Services: How to Evaluate a Provider Before You Sign
Local SEO services explained: what they include, what they cost, and the six questions that tell engineering from theater before you sign with a provider.
Aug 4, 2026 · 11 min read
Strategy
Amazon SEO Services: How to Evaluate a Provider Before You Pay
Amazon SEO services optimize your listings to rank in the A9/A10 algorithm. Here is how to evaluate a provider on mechanism, revenue, and ownership.
Jul 28, 2026 · 11 min read
Strategy
SEO Cost in 2026: $500-$5,000 Per Month, and Where It Goes
SEO cost runs $500-$5,000/month for most businesses, but the range hides the real math. Here's where every dollar goes, by labor, content, links, and tools.
Jul 24, 2026 · 9 min read
Strategy
YouTube SEO for B2B SaaS: Rank for Decision-Stage Buyer Queries
YouTube SEO for B2B SaaS means engineering demo and comparison videos to rank for the decision-stage queries buyers run while evaluating vendors.
Jul 21, 2026 · 10 min read
Strategy
Adrian Nikolov on the Unscripted SEO Podcast with Jeremy Rivera
Adrian Nikolov joins the Unscripted SEO Podcast: topical authority systems, AI citations, and why authority is the new PageRank. Watch the episode.
Jul 3, 2026 · 7 min read
Strategy
Link Building: Bought Links Depreciate, Earned Domains Compound
Link building is how pages earn authority, if it survives Google's spam systems. The engineered approach to earned links, digital PR, and what bought links really cost.
Jul 3, 2026 · 12 min read
Strategy
Amazon SEO: Keywords Index You, Sales Velocity Ranks You
Amazon SEO ranks products on predicted sales while keyword density only gets you indexed. Here is how the A9 and A10 system works and how to engineer a listing against it.
Jun 30, 2026 · 13 min read
Strategy
What Is SEO? An Engineering-First Guide to Search Engine Optimization
SEO is the discipline of engineering a site so search and AI engines can crawl, render, index, and rank it. Here is how it actually works, and why it compounds.
Jun 30, 2026 · 12 min read
Strategy
Organic Growth Engineering: the discipline of building systems that compound organic demand
Organic Growth Engineering builds organic visibility as an owned, compounding system you design once and operate for years. The discipline, and the model underneath it.
Jun 25, 2026 · 10 min read
GEO
Generative Engine Optimization (GEO): what it is, what it isn't, and how to measure it
Generative Engine Optimization (GEO) is how content gets cited by ChatGPT, Perplexity, Claude, and AI Overviews. The measured levers, and the rituals that don't.
Jun 22, 2026 · 10 min read
Strategy
Topical Authority Systems: how clusters compound into search authority
Topical authority is the credibility a site earns as the expert on a subject. Here is how to engineer it as a system: topical map, semantic coverage, governance.
Jun 12, 2026 · 10 min read
Strategy
Search Everywhere Optimization: a practitioner reference for discovery beyond Google
Search Everywhere Optimization is the discipline of engineering visibility across every surface people search, beyond Google alone. Here is the system underneath it.
Jun 5, 2026 · 10 min read
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