Is SEO for SaaS dead?

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Navigating the AI search revolution and what it means for your SaaS growth strategy


The rise of AI search is changing how your prospects discover products and your SEO strategy has to pivot to stay competitive. Whippet Digital’s Mike Morgan asks the question: is SEO dead in the age of AI search? While Google still dominates with 90% of organic traffic, AI overviews have slashed click-through rates. Zero-click searches are now the norm, but Mike says SEO isn’t dead, it’s evolved.

Key themes

  • The search landscape has transformed: AI search represents less than 1% of traffic, but its impact is disproportionate. User behaviour is changing rapidly, with people researching via AI and validating with Google. Zero-click searches mean users get answers without visiting websites, fundamentally disrupting traditional sales funnels.

  • The new hybrid model: success now requires a hybrid approach combining traditional SEO with GEO (generative engine optimisation).

  • Create content that serves two masters: semantic overlap (detailed, multi-faceted content AI systems can retrieve) and semantic density (clear, concise content humans trust). The machine decides visibility, but humans decide trust. 

  • Trust and multi-platform presence are mandatory.

  • Measurement must focus on business outcomes: focus on revenue-driving events, for example: demos, free trials, upgrades, product-qualified leads. Track both traditional analytics and AI visibility to understand your full search presence.

  • Content governance is continuous work: the set-and-forget approach is dead. LLMs prioritise freshness. Eliminate outdated content ruthlessly, refresh top revenue pages quarterly, and never publish AI-generated content without human editing that adds original ideas, unique research and real experience.


Key takeaways

  • Adopt a hybrid SEO + GEO strategy now: traditional SEO alone will lead to diminishing returns. The SaaS companies adapting their strategies today will lead through 2026-2027.

  • Shift from clicks to conversions: Zero-click behaviour is permanent. Measure what matters (demos, trials, upgrades) not impressions and page views.

  • Balance content for machines and humans: structure content in clear chunks with headings and direct answers.

  • Build trust across multiple platforms: maintain consistent entity naming everywhere. Develop thought leadership on LinkedIn, earn presence on comparison sites and generate real tech media coverage.

  • Make content governance a priority: quarterly refresh top pages, cull outdated content, and ensure AI-generated content gets robust human editing.

  • Test your AI visibility today: use free tools to check how you appear and compare your search trends over 3, 6, and 12 months to identify impact.

  • The future isn't SEO vs. AI - it's SEO + AI: Companies that recognise this and invest in the right strategies now will dominate their niches as the landscape continues to evolve rapidly.


Watch the full session to explore Mike's detailed framework and understand exactly how to future-proof your SaaS search strategy.

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