Had a number of calls this week from LinkedIn where people who were setting up SaaS platforms are contacting SEOs after realizing that AI only accounts for about 98-99% of their traffic and SEO is generated all their leads.

My point on X about GEO is – how are they building trust (for a marketing campaign that "stole" EEAT – where is the "trust") with all the disinformation – the made up case studies, the made up "AEO killed SEO; what are you doing next" posts on Reddit)

Motivating Marketers to shiny new is easy

Companies have been moving digital marketers to shiny new distractions for 30 years now. This morning I saw ads on Reddit for an automated email marketing automation platform. Outside the US – email marketing is dead. In the EU – it wont just get you fined, it will kill your business because email is your primary client communication platform – if they opt out of that, you're dead.

But GEO isn't aimed at GEO's biggest problem: the User

No doubt that technical users: Developers, Engineers, IT, Cybersec are moving a lot of things – esp work and production – to AI.

But Google's ad Revenue has barely blipped – an important metric in judging the "health" of Google not as a search engine but as a marketing channel. Unlike SEO, PPC is almost entirely a marketing Channel.

The death of the multi-channel era

Twitter/X is dead. EMail – we know the story. Meta Ads – somewhat effective. LinkedIn: super expensive unless you're very well networked. Yes – you can post for free – but there's very little reach. My best projects that do well on LinkedIn spend $100k (vs $20k on G. Ads – we use ABx targeting across a number of automation tools and use AI automation to whittle audience groups down via de-anon tools like Clay)

YouTube is vital – but I see that as the worlds second largest property with a lot of influence in Google Search. Even for Reddit marketing – if thats important to your clients – a lot of what is surfaced is done so via Google.

Prediction SEO is emerging as THE uni-channel for SaaS

As I include LLMs in SEO – I see SEO emerging from the social

Questions

• Is SEO the only real Channel for SaaS/B2B – including YouTube?
• Is AI traffic slowing or are people spending more time inside the LLM chat?
• Are other channels emerging – like influencer podcasts?