SEO had its moment.

You could weave in the right keywords, publish superior content than the competition, and watch predictably as lead rolled in.

But the landscape has shifted—and not in your favor.

Google is retooling its strategy to keep users on its platform.

AI-generated snippets now dominate the top of search results, relegating organic content to the margins.

And because the big publishers have locked down the prime real estate on page one, breaking through is no longer just hard—it’s practically impossible.

Why is Google doing this?

Simple: they’re aligning with buyer behavior and keeping users on their platform to maximize ad revenue.

By prioritizing AI-generated answers and redirecting traffic to their own platforms, Google ensures users stay on their turf—clicking ads, using their tools, and fueling their revenue.

It’s no longer about showcasing the most helpful or diverse content; it’s about maintaining control and maximizing profit.

So, here’s the real question for SaaS marketers: should SEO still be at the top of your to-do list in 2025?

We don’t think so.

Let’s unpack why SEO is no longer the growth engine it once was—and where your energy should be focused instead.

Why SEO No Longer Works for B2B SaaS

Google's evolving strategy aims to keep users within its ecosystem, enhancing engagement and ad revenue.

By prioritizing AI-generated overviews, Google provides immediate answers, reducing the need for users to click through to external sites.

A recent study published in the Search Engine Journal found that AI overviews appear in 47% of search results, occupying significant screen space and diminishing the visibility of traditional organic links.

This shift has led to a decline in organic traffic for many businesses. For instance, some companies have reported decreased effectiveness of SEO strategies, citing higher costs and lower returns on investment.

Additionally, the dominance of large publishers in search results has made it increasingly difficult for smaller companies to achieve high rankings.

Google's AI overviews often favor reputable sources like YouTube and LinkedIn, further marginalizing lesser-known websites.

As a result, many businesses are reevaluating the value of traditional SEO.

With AI-driven changes reshaping search dynamics, it's becoming clear that relying solely on SEO is no longer a viable strategy for driving leads and growth.

Fixing Inbound: Create Valuable Content and Deliver It Effectively

With SEO in tatters, you can’t afford to cling to old playbooks. The challenge now is how to drive inbound business without relying on Google to hand you leads.

Here’s where to start:

Focus on Customer Value, Not Keywords

Forget about cramming content with keywords—it’s outdated and ineffective.

Instead, zero in on what your customers actually need. What insights will help them solve their biggest challenges or run their businesses better?

The key isn’t just to create more content; it’s to create better content. Controversial content. Content your audience genuinely values and wants to share.

And remember, it’s not just your prospects who matter.

Your amplifiers—the people who will share and promote your content—often have different needs. Thought leadership that inspires action is the name of the game here.

As Rand Fishkin puts it: “It’s not about pushing your product. It’s about offering something useful and interesting to amplifiers, even if it feels outside your comfort zone.”

Build Your Own Distribution Channels

The days of relying on LinkedIn or Google for distribution are over. To succeed, you need to take ownership of where and how your content is seen.

• Launch a podcast: Build a platform where your audience tells you what they care about.
• Run live events: Engage directly and build trust with your target audience.
• Create a YouTube channel: Publish video content tailored to solving specific problems for your niche.

Embrace Experimentation

This is the era of testing and adapting. Run A/B tests to find the formats and messages that resonate. Publish unique research and share it broadly. Use LinkedIn and other platforms as testing grounds to see what sparks engagement, then scale what works.

Reimagine Thought Leadership

The goal isn’t just to capture attention but to move people out of their status quo. Craft narratives that inspire your audience to rethink their approach, providing a fresh perspective that naturally leads them to you as the solution.

Once you identify what clicks with your audience, double down. Consistently create and refine content that drives real engagement—and watch your inbound strategy come back to life.

Ready to Fix Your Inbound Strategy?

It’s clear—the old SEO-driven playbook isn’t coming back.

But that doesn’t mean your inbound strategy has to stall.

By focusing on creating valuable content, owning your distribution, and rethinking how you engage your audience, you can take back control and start driving real results.

And that’s where we can help.

Sign up for a free Marketing and Messaging Review with our team.

We’ll take a close look at your current strategy, identify what’s holding you back, and help you uncover the opportunities you’re missing.

No fluff, no hard sell—just actionable insights to get your inbound strategy back on track.

Click here to book your free review today.

Let’s build an inbound engine that thrives in 2025 and beyond.