In the fast-paced world of digital marketing and online reputation management, few names stand out quite like Uri Samet. As the Founder and CEO of Buzz Dealer, Uri has built a global agency that helps brands and individuals shape their online presence through strategic digital PR, organic traffic optimization, and reputation management. With over 20 years of experience in the industry, Uri has led groundbreaking campaigns, advised Fortune 500 companies, and helped develop advanced visibility strategies that bridge traditional search and AI driven discovery.
Find Uri Samet, Buzz Dealer’s founder and CEO exclusive interview on page 14 of fintechview digital magazine issue 7.
…fintech brands can’t afford to be misrepresented inside AI engines, where trust and credibility are decided in seconds.
What inspired you to venture into entrepreneurship in ORM and SEO? What specific gap or need did you see in the market?
I’ve been in the SEO landscape for nearly 20 years, and what’s always fascinated me is the ability to bring in traffic organically, creating a flow of relevant, high-intent traffic that finds a brand naturally, not through direct-response paid media. Early on, I believe I was among the first to recognize the growing importance of what we now call online reputation management (ORM), back when it was just starting to take shape. I realized that before anyone makes a decision – whether it’s choosing a brand to work with, applying for a job, hiring a freelancer, going on a date, or buying a product – more and more people Google it first, and their first impression is shaped by what’s on that first page of search results.
Search engines have served for years as the digital gatekeepers to first impressions. That shifted my perspective from seeing search results purely through an SEO lens to understanding how they define perceptions. That’s when I founded Buzz Dealer to offer unique solutions that manage online reputations effectively, resolve reputational challenges, and ensure a brand’s digital image matches its true identity.
How critical is online reputation for a brand?
Online reputation is absolutely critical for a brand, and that’s even more so now in the age of AI. It’s no longer just about the first page of Google search results; features like rich snippets, automated answers, Q&A sections, and Knowledge Panels are often the first things people encounter, shaping their perceptions with what’s displayed. On top of that, conversational AI tools like ChatGPT, Grok, Gemini, and Copilot are increasingly where people turn for answers, and the responses these tools provide can further define how a brand is seen. Managing your digital reputation across organic content, reviews, and social media is essential to address both layers.
A strong online reputation not only ensures your brand appears in the right light but also helps influence AI-driven technologies, boosting visibility and trustworthiness. Through proper ORM, brands can control their narrative and positively guide these digital elements – whether in search or conversation – creating a consistent, credible first impression that aligns with their values and goals. This is also where Generative Engine Optimization (GEO) comes into play – ensuring brands are accurately represented not only on Google, but inside AI engines that summarize and recommend them.
How do you help fintech brands manage and enhance their reputation?
At Buzz Dealer, we offer a comprehensive range of services to help fintech brands build and maintain a strong online reputation and optimize their organic traffic.
One of our key offerings is Digital PR, where we produce and publish press announcements, news pieces, review articles, video walkthroughs, and additional content types in multiple languages for different markets, using local and global websites to increase exposure and visibility. This work bolsters a brand’s reputation by ensuring that when people search for a financial brand, they find credible, predominantly positive sources that reflect its strengths and trustworthiness.
Additionally, we tackle indexability and visibility issues, ensuring online profiles are optimized and up to date. We also bring specialized capabilities in organic optimization services like SEO and ASO, which draw on our Digital PR expertise to help fintech brands rank for their most desirable keywords and drive a steady flow of organic traffic, working closely with their SEO departments over the long term. Together, these services position fintech brands strongly in the market, enhancing both their digital reputation and discoverability to their target audience. More recently, we’ve formalized this work into our GEO (Generative Engine Optimization) service – aligning PR, SEO, entity signals, and authority building specifically to improve how brands appear in ChatGPT and other AI engines.
SEO tactics keep changing. How can brands keep up with the changes and how much time do they need to invest in it?
To stay ahead of SEO changes, brands need to invest in continuous learning and adaptation. The digital landscape is always evolving – algorithms, trends, and user behavior shift constantly. To maintain a strong online presence, it’s crucial to monitor these factors and keep strategies effective and up to date.
This includes keeping a close eye on Google’s updates, which are pivotal for understanding how changes will affect SEO efforts. By staying informed about upcoming updates, brands can adapt their strategies ahead of time, ensuring they aren’t caught off guard by algorithm shifts or new ranking factors. Regular audits and adjustments are key to staying competitive.
Brands should dedicate at least a few hours per week to staying informed on industry news, tracking algorithm changes, and tweaking tactics as needed. This effort keeps content relevant, discoverable, and well-optimized in an ever-changing digital environment.
By continuously refining strategies and leveraging insights from Google’s updates and user behavior, brands can align their SEO efforts with current best practices and maintain strong visibility across search engines. And as discovery shifts to include AI answers, this same “continuous optimization” mindset now applies to GEO as well – because AI outputs evolve constantly based on what the web is saying about you.
What’s Buzz Dealer’s competitive advantage?
Buzz Dealer’s competitive advantage lies in our deep expertise in fintech, honed over 17 years and with more than 200 fintech brands under our belt. While we serve a range of clients and industries, our work in fintech stands out, especially in addressing the unique reputational challenges this industry faces. We have a unique reach, publishing content across news and finance websites in over 20 languages, which enables us to connect with diverse global audiences. And now, that advantage extends into GEO – because fintech brands can’t afford to be misrepresented inside AI engines, where trust and credibility are decided in seconds.
Our ability to stay one step ahead and harness the power of new technologies allows us to offer tailored, state of the art strategies for fintech companies. That, combined with our capacity to produce native content, enables us to effectively enhance brand visibility and reputation on a global scale. This mix of fintech-focused experience, specialized insight, and multilingual capabilities positions us as pioneers of GEO for fintech brands, and as a leading provider of ORM and SEO services within the fintech space.
What’s coming up next for Buzz Dealer?
Buzz Dealer has kicked off 2026 with a clear strategic focus on growth and innovation, starting with the launch of our GEO (Generative Engine Optimization) service. After extensive testing and experimentation across AI platforms, GEO formalizes how we help brands influence how they are represented, summarized, and recommended inside AI engines.
Alongside this, we continue to roll out more personalized ORM solutions for C-level executives and entrepreneurs, with a sharp focus on fintech leaders who need to stand out online. For the cryptocurrency sector, we’re enhancing our reach by partnering with a wide range of high authority crypto websites to amplify Digital PR, while also crafting unique ORM and organic traffic optimization solutions tailored to crypto brands. This helps boost visibility, credibility, and search performance in an increasingly competitive market.
Meanwhile, we continue to refine our understanding of the differences between optimizing for traditional search engines and optimizing for AI engines – both in terms of ORM for brand or people-related queries and SEO for key phrases that drive traffic. In 2026, we are actively adapting our ORM and SEO services to this shifting search landscape, delivering advanced GEO driven solutions that address AI driven visibility challenges head on. These initiatives strengthen our edge and equip fintech leaders, crypto brands, and clients across industries with the strategies they need to succeed in a rapidly evolving digital environment.
Our continued focus on expanding our offerings will be pivotal in driving our next phase of growth and strengthening our position as an industry leader in GEO, ORM and SEO services for fintech brands.
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Who is Who
Uri Samet is the CEO and Founder of Buzz Dealer, a leading agency specializing in Generative Engine Optimization (GEO), Online Reputation Management (ORM), Digital PR, and organic traffic optimization (SEO, ASO). With nearly 20 years of experience in digital marketing, Uri has a proven track record of helping brands across fintech and other industries enhance their online presence and credibility. Under his leadership, Buzz Dealer has assisted over 200 fintech brands, using tailored strategies and multilingual content to build lasting digital reputations. Uri’s pioneering work in GEO for fintech, combined with deep ORM and SEO expertise, has made Buzz Dealer a trusted partner for companies and high profile individuals aiming to shape how they are represented across search engines, media, and AI platforms.