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?"
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This is spot on - but here's the next layer. Those 11pm searches aren't just happening on Google anymore. Your buyers are also asking ChatGPT and Perplexity the same questions. Are your answers showing up there?
Love this framing. Uncomfortable follow-up: most SaaS content ranks for exactly zero of those 11pm searches. We optimised for keywords instead of questions, and now AI is eating the gap.
Just remember - even though Google Ads do not run on AI currently, SEO is dying but not 'Google'. Its really hard to keep with the cognitive dissonance from the GEO corner.
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The real question isn't whether SEO is dying - it's whether the traffic you're getting actually converts. Google traffic is changing, AI traffic is growing, and most sites aren't ready for either shift.
The whole 'SEO is dead' crowd and the 'GEO fixes everything' crowd are both wrong. Google still sends billions of clicks. AI is stealing the informational ones. If you can't measure where you appear in both, you're flying blind.
By the way, why is it so hard to get a good SEO Specialist? We've been looking for one for about two weeks now
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Two weeks is generous - most companies search for months. Part of the problem: the job changed faster than the job descriptions. What exactly are you looking for - technical SEO, content strategy, or someone who understands AI search too?
Because the job description hasn't caught up with reality. Half the specialists only know traditional SEO, the other half are AI hype merchants. You need someone who understands both - and those people are busy running their own things.