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Agree with you on this.
The “diversify your channels” advice gets repeated like it’s gospel, but for most small and mid-size businesses, going deep on Google before going wide anywhere else is the right call.
I was the founding marketer for a SaaS and helped them grow their revenue from $1.5M – $7M. 70% of that was from SEO, including all our enterprise level deals coming from the website. So it’s a no brainer to me.
I believe the point about adjacent search intent is the one most people ignore. They think SEO only means ranking for their exact category term, when the real win is ranking for the symptoms and problems their product solves. People search for the problem long before they search for the solution category. If you can show up there, you’re getting in front of buyers earlier than your competitors who are only chasing bottom-of-funnel keywords – which is not to say do away with BOFU – ofc.
The HCU point is important and I think it’s the strongest argument the multi-channel folks have, but you’re right that diversifying channels doesn’t actually solve the underlying issue. If your business is built on scaled content, you’re going to get hit somewhere eventually. The fix is doing SEO properly, not hedging by also being on TikTok. A solid SEO foundation with topical authority earned from real clicks is way more durable than people think.
LinkedIn is getting saturated; Twitter is good but in my opinion for freelancers; Reddit – cracking down on Astroturfing; Meta ads getting messier. All true. The cost and complexity of those channels keeps going up while Google still rewards good relevant & authoritative content with consistent traffic if you do the work.
LLM visibility, to me, is not a separate channel as much as it is an extension of search behavior, and the same fundamentals (real authority, real topical relevance, real clicks) translate directly.
