Kristina Pantelic is organic growth lead at Skale, the B2B SaaS SEO agency co-founded by Italo Viale and Jake Stainer, where she leads the team behind its SEO and generative engine optimization programs. She has more than a decade of marketing experience, including in-house SEO leadership at the time-tracking software company Timeero.
From Four Dots to Timeero
Pantelic's LinkedIn profile traces her SEO career to the digital marketing agency Four Dots, where she worked as a search engine optimizer from 2017 to 2019. She then became SEO manager at DevTeam.Space, a software development company, until 2021. In 2022 she joined Timeero as head of SEO and content, leading its SEO strategy, content, conversion-rate optimization, and in-house marketing team until 2024.
Organic Growth at Skale
Her Skale profile says she builds data-informed strategies "that emphasize a human touch and practical execution," and that she spends her free time traveling, cooking, and taking long walks while listening to podcasts, mostly about marketing.
In a January 2025 LinkedIn post she shared research based on Ahrefs data for more than 150 million US search queries showing that 45.7% of Google searches were branded. She had first reported a 36.9% share, and after Rand Fishkin pointed out that the figure counted distinct keywords instead of searches, her team measured search volume as well and found the branded share was higher. Her conclusion was that Google serves demand while other marketing has to create it, and that SEO teams should make branded searches part of their strategy.
Skale's case study on a consent management platform client quotes her on what happened in 2025 when impressions kept rising while clicks fell: "We weren't worried when clicks dipped while impressions kept rising, that's what happens when discovery shifts to AI. What mattered was that evaluation intent didn't disappear." In the third quarter of that year the client's AI search traffic and its sales-qualified leads each rose 27% from the previous quarter.
In a Skale guide on preparing content for AI search, she said content planning should start from the choices buyers face: "Instead of asking which keywords have the most traffic, you should ask what decisions buyers are trying to make."