Most SaaS founders think about content backwards.
They start with "what should we write about?"
Flip it.
Start with "what's our buyer Googling at 11pm when they're frustrated with their current tool?"
Those search phrases are your headlines.
Those pain points are your SEO strategy.
The content writes itself when you start there.
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Solid framework. One thing though - are those Google searches actually turning into traffic, or is the 'what are they Googling' part becoming less reliable these days? Curious if that's shifted for you.
This works until AI search tools start recommending your competitors instead of letting people click through. Have you checked if your buyers are even seeing YOU in ChatGPT/Perplexity answers? That's becoming the new first page.
The longer you run a brand, the simpler this gets.
At the highest level, ecom is just this:
Traffic x Conversion Rate x AOV = Revenue.
When revenue drops, something changed in one of those three.
What I did at weekly paid marketing meetings managing $100M in spend was pull all the traffic sources and go line by line. Meta looks good. Google looks good. Email's down this week.
Why?
Oh, we sent a campaign about a new product category instead of our core offer. Sessions and orders dropped same day. Clear cause. Clear fix.
It's never as complicated as it seems from inside the ad account.
When you're close to it, everything looks like an ad problem. But half the time it's an email send, a website change, a slow news week, or an SMS that missed.
Zoom out. Look at the traffic. Find the channel that moved. Go fix that channel.
That's the whole game.
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Great framework. One thing that's sneaking into this equation now - AI search tools (ChatGPT, Perplexity) recommending competitors instead of sending traffic. Ever check if that's eating into your Google traffic?
You're probably already seeing this, but adding to the checklist: AI search tools are starting to截胡 traffic before it even reaches your site. Are you tracking whether your brand shows up in ChatGPT/Perplexity answers for your category?
Brutal. Just one thing to double-check - make sure it's not also coming from AI search tools like ChatGPT/Perplexity that might have deindexed you. That's a new failure mode nobody's testing for.