Foundation 🎧

Since everyone’s talking about the death of organic acquisition, here’s what I think most SaaS founders are missing: The problem isn’t just that Google is sending fewer clicks. It’s that the economics of acquiring a customer are changing. A few things I’ve been thinking about: 1. Traffic declines don’t always mean revenue declines. Losing 40% of your informational traffic matters a lot less if your high-intent pages are still generating pipeline. 2. AI citations aren’t the finish line. Sure, getting mentioned by ChatGPT is valuable. But being cited, being recommended & being chosen are 3 very different outcomes. 3. Don’t treat Reddit, X, or YouTube as your next keyword farm. The goal isn’t to publish everywhere AI looks. It’s to create content worth finding, discussing & recommending. 4. Brand demand is built before the search. A buyer sees your founder on LinkedIn, watches a product breakdown on YouTube, reads a Reddit discussion & eventually Googles your company. SEO gets the credit, but distribution created the demand. 5. One strong original content asset has several distribution opportunities. It can become a YouTube video, an X article, a LinkedIn post, a community discussion & more chances to earn third-party mentions. 6. Your attribution is probably missing half the journey. If you’re measuring distribution solely by last-click conversions, you’re likely undervaluing the channels influencing purchase decisions. I strongly believe that SEO isn't dead, far from it. But publishing content, ranking on Google & expecting traffic to do all the work are getting harder. The next era of SaaS growth belongs to companies that don’t just create content. They know how to distribute it forever.