Is SEO Becoming A Performance Channel?

Ross welcomes Gaetano DiNardi, growth advisor and B2B SaaS strategist, to unpack the brutal questions CEOs are suddenly firing at their SEO teams in the AI era: traffic is flat or down, attribution is messy, LLM dashboards look scary, and everyone wants to know if SEO is still “working.”

They dig into why traffic is no longer the primary health metric, how AI Overviews and LLMs are breaking the old “rank → CTR → traffic → leads → revenue” equation, and why CMOs should obsess less over sessions and more over demo requests, pipeline, deal size, and overall organic channel performance.

Gaetano shares how he’s reframing SEO for mid-market B2B SaaS: shifting from decaying top-of-funnel content to bottom-of-funnel “money pages,” optimizing for LLM citations and “money prompts,” and using concepts like “crash-the-party” comparison pages to win high-intent demand across both Google and AI platforms.

They also break down why LLM prompt tracking is the new rank tracking (with all the same pitfalls), how AI platform traffic actually converts compared to Google, what “dark funnel SEO” looks like in practice, and why Gaetano thinks classic TOFU SEO might effectively go to zero while brand, data studies, and opinionated thought leadership pick up the slack.

Show Notes

0:08 – Gaetano returns & why last year’s SEO playbook no longer works

1:17 – CEOs’ top question: “Traffic is down… is SEO still working?”

2:17 – Why B2B SaaS is feeling the decline hardest

3:16 – The old rank → CTR → traffic → revenue model is broken

5:46 – Top-of-funnel content is collapsing (and why TOFU is “dead-ish”)

6:13 – The shift to bottom-funnel: BOFU keywords, low volume, high intent

7:11 – Flat traffic + rising revenue: the new SEO success story

8:01 – What LLMs cite: comparisons, “best X” lists, crash-the-party pages

8:38 – Crash-the-party SEO explained in 15 seconds

13:21 – LLM prompt dashboards are misleading your executives

15:53 – Branded vs. non-branded LLM prompts: why you MUST separate them

18:06 – Build a tight list of “money prompts,” not 500 random ones

20:06 – Why AI platforms show higher conversion rates than Google

22:10 – Dark-funnel behavior: LLM → Google → homepage → convert 24:08 – Google leads have FAR larger deal sizes than AI leads

27:35 – SEO attribution is officially “cooked” in the AI era

29:27 – Traffic flat, pipeline up 3×: examples from real clients

31:25 – Use top-10 stability to prove AI Overviews stole your clicks

34:47 – Search is becoming BOFU-first — what that means

35:34 – LLM citations as the new leading indicator for SEO

39:00 – Exploding topics = more LLM citations due to low consensus

41:22 – Engagement validates information gain (why POV content wins)

47:20 – What happens to TOFU SEO? (Short answer: it shrinks massively) 48:49 – Why TOFU may survive only for authority, clustering, and links

Gaetano on LinkedIn: https://www.linkedin.com/in/officialg/

Tough Questions CEOs Are Asking About AI SEO: https://docs.google.com/document/d/1T_IQXUCXBQtFcLekVFwqv23y8ViuRFJKBIRtn4wcImQ/edit?usp=sharing

Does traffic from AI platforms convert “better” than Google search traffic?: https://marketingadvice.substack.com/p/869517ce-4629-429f-addd-518d9342cdff

CMOs are frantically asking “what’s our Reddit strategy?: https://marketingadvice.substack.com/p/cmos-are-frantically-asking-whats

LLM prompt tracking is the new rank tracking: https://www.linkedin.com/posts/officialg_llm-prompt-monitoring-is-quickly-becoming-activity-737 7069814458097664-KLyi/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAj OemoBsmGgXOOcFpcwGVG1B7IlDCvf8io

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