Most speakers talk about what worked last year. Scott talked about what works next year.
If you missed Scott's talk at #SEOWeek, more clips are coming. Stay close. @scott_stouffer☕️
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Market Brew
2.3K posts
Market Brew
@mktbrew
AI Visibility Modeling for Search + AI Retrieval. Align the signals that drive how AI systems interpret and select your brand.
Katılım Eylül 2014
13 Takip Edilen749 Takipçiler
You're doing everything right. And still losing.
It's not your strategy. The game changed and nobody told you.
WATCH @scott_stouffer break it down.
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@Mohamad_Azarang The shift isn’t just pages to entities. It’s toward consistent entity signals, topic coverage, and becoming the cited source - even without owning the #1 spot.
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Most companies still think SEO is about ranking pages.
But Google is increasingly ranking:
• entities
• expertise
• trust
• and topical authority
Especially after the rise of AI Overviews, I’m seeing a major shift in industrial & B2B search behavior.
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@kamal_razzak Founder content loses credibility when all the rough edges get edited out. Authentic usually just means specific enough to feel real.
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authenticity is the most misunderstood word in performance marketing.
brands say they want authentic founder content. then they send back 14 rounds of notes.
'can we remove the bit where he talks about the early struggles?'
'let's not mention the failed product'
'we want it to feel real but also professional'
the founders who convert highest are the ones whose brands never see the raw footage before it goes live.
the approval process is where authenticity goes to die.
what's the worst note a brand has ever sent back on a founder video? drop it below.
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@dunkhippo33 Customer acquisition is really a chain of constraints. The best insights are the ones you can validate against real market behavior and funnel friction.
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I'm seeing a lot more businesses pitch multiple apps and even ideas, but the problem is still the same as in all prior decades: customer acquisition.
Those are the insights to pitch, not the product.
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@noelcetaSEO The winners weren’t just publishing more AI content, they built clear topical authority. Strong intent matching and structured coverage matter way more than volume.
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AI content scaled faster than ever in 2025.
Some sites published hundreds of articles and briefly dominated search results.
But after a major spam update, many of those gains didn’t hold.
Meanwhile, one content strategy survived and thrived.
Here’s what actually worked long-term: 🧵👇
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@liutauras_liu This really comes down to distribution. Easy to optimize for amplification and lose the actual buyer in the process. The best check: would the post still matter if only the ICP saw it?
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Content strategy for LinkedIn:
If you want to attract founders there, speak their language and address their problems.
Content strategy for X:
If you want to attract founders here, speak to designers (but about ICP problems) so designers do marketing for you.
Literally what I realised after ghostwriting on both platforms.
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@youderian A long SEO slide usually means the SERP changed, not just the content. The real question is what replaced the clicks, ads, AI, UGC, local, or something else.
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My organic Google traffic is down 90% over 2-3 years.
Friends who out-disciplined me on content publishing are seeing the same thing.
I've been hit by overnight 80% Google penalties before and rebuilt. This is different.
It's systemic.
When SEO agencies are rebranding away from the term, you know it's bad.
And yet ~60% of us are still investing in SEO.
A few numbers on effectiveness:
**Meta** is the #1 traffic source for ~1/2 of people who use it. 50% effective.
**Google** is the #1 traffic source for 1/6 of people investing in SEO. 16% effective.
(Stats from eComFuel Trends Report, can access via link in bio)
And no, SEO traffic isn't free. It takes a boatload of time and money to put out great content.
So what to do?
Unless you're seeing meaningful results, it's time to move on. Plenty of places to reinvest: YouTube, product quality, optimizing for the LLMs.
Organic traffic isn't gone. But the long-term ROI just isn't there.
Whiteboard Fridays, PBNs, page rank sculpting — a golden era that gave me so much.
But I've moved on. If you're still hanging on and no seeing results, you probably should too.
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@MenachemAni The real value isn’t the pipe, it’s the segmentation. Splitting by LTV, recency, or buyer type usually matters way more than dumping everyone into one audience.
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You can sync your Shopify customer list directly into Google Ads now.
No Klaviyo. No middleware. Native integration.
Use it for retargeting, exclusions, and new customer acquisition signals.
Most Shopify brands I audit have never turned this on.
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@isacpetruu The key is realizing not all engagement signals mean the same thing. The real value comes from spotting which content actually drives conversations, intent, and downstream action.
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You don't need a content strategy
Not yet
What you need is 30 days of posting consistently to figure out what your audience actually responds to
-What hooks land
-What topics get traction
-What makes people DM you
Strategy is just pattern recognition applied to data.
And you can't have any data if you aren't posting
Post, analyze, strategize, repeat.
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@pauldubois The real moat usually isn’t the subsidy, it’s the boring stuff like integrations, auditability, and predictable behavior. That’s what actually compounds distribution over time.
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“Yield is a customer acquisition cost dressed up as monetary policy.”
If yield = CAC, then UX = retention. USDC won institutional share on transparency and compliance, not yield.
For protocols, DX = moat. The winner is the one a bank can integrate without crypto devs.
Marieke@mariekeflament
This week in @CurrenPower: "The Yield, the Ban, and the Blueprint" Dollar stablecoins are expanding global dollar dominance outside the traditional banking system. Existing monetary infrastructure wasn't built for this, and every jurisdiction is now being forced to respond. When it comes to the US, the direction is clear: stablecoins are a core part of a dollar dominance strategy. After the GENIUS Act, the US are now moving on the Clarity Act, debating whom within the stablecoin food-chain should have the right to give yield. Yield on stablecoins is a customer acquisition cost. The competition for currency is now happening at the individual wallet level, globally. If I'm sitting in Europe and I can earn 5% on USDC, why would I hold euros? Responses from across the globe are starting to come. Brazil banned regulated fintechs and FX providers from settling cross-border payments in stablecoins. In Europe, Christine Lagarde's rejected the need for Europe to have euro stablecoins has the only answer and advocated for public infrastructure, which won't be ready until 2028. Meanwhile the Coinbase + AWS announcement showed USDC being embedded as the default payment layer for AI agents. The US is competing for wallet share and building out the AI agent payment stack while everyone else draws up plans. Read on the full breakdown in this week's Currency of Power, which @Nicolas_Colin co-author. currencyofpower.co/p/the-yield-th…
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@aakashkapil01 The issue isn’t vanity metrics, it’s treating them like outcomes. Once attention is tied to qualified conversations and conversions, those metrics become useful signals instead of distractions.
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Stop tracking vanity metrics.
6-figure founders track:
→ Likes, followers, impressions
7-figure founders track:
→ Qualified conversations
→ Sales call booking rate
→ Close rate by channel
→ Customer acquisition cost
→ Lifetime value per source
Engagement is nice. Revenue is better.
Track what pays you.
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@AbassSahrawi Important distinction, AIO impact often starts before the buy query. Discovery and comparison searches are where SERPs are getting crowded, which changes how much demand even reaches transactional terms.
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Everyone is panicking about AI killing organic traffic.
Here's what's actually happening for the ecom brands I work with:
AI Overviews don't show up for most purchase-intent keywords.
"Buy custom trucker hats in bulk."
"Premium honey gift sets."
"Best CRM for SaaS under $50."
Try searching those.
Google sends you to the pages. Still.
Because AI summarizes information.
It doesn't replace a purchase decision.
The brands getting hurt are the ones who built their SEO around informational content.
The brands built around purchase intent?
Still ranking. Still getting clicks. Still generating revenue.
Intent targeting wasn't just a good idea before AI.
It's now the only SEO strategy that's fully insulated.
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@GEO_Hassan047 “Ranked but not cited” usually comes down to entity clarity, extractable passages, and consistent signals across the site. Schema helps, but it’s rarely the deciding factor.
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Most SEOs are still optimising for rankings. But in 2026, ranking without being cited in Google AI Overviews increasingly means ranking without traffic.
I just published a full UK guide on how to get cited — covering the exact content structures, schema types, and topical signals that actually move the needle.
A few things that might surprise you:
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@MnFounder The “80% shifted” stat is only meaningful with context. The bigger story is usually citation diversity and repeat-source bias, not just how often AI Overviews appear.
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@DustinGouker Big CAC drops like this are often more product + distribution wins than pure media efficiency. The real question is how much came from mix shift vs actual conversion lift.
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DraftKings just announced Q1 earnings, and one very interesting note off the top on prediction markets:
"Predictions is now live in our flagship app and as a result customer acquisition cost declined more than 80% in April."
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@nickvanio @levelsio “Negative CAC” usually just means the cost moved somewhere else. The real win is building owned distribution that compounds over time.
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I think this is the game now: “Negative Cost of Marketing” or “Negative Customer Acquisition Cost”.
I think this is what @levelsio cracked early on. Before X monetization, he built a massive content following and then monetizing it through his SaaS products.
Now, instead of paying to acquire customers (paying for ads), his X account actually generates ad income, while simultaneously driving free organic traffic to his SaaS products.
@MrBeast & @KevinEspiritu are examples as well.
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@chrisbarber Free data works as a wedge, but the real moat is the value created beyond the feed. Otherwise it just becomes a race to the bottom on pricing.
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wow this makes me realize that product-led growth for products for agents might be offering free or underpriced data as a customer acquisition tool
come for the data, stay for the tool
free data is worth setting up billing and an api key for
merp@0xMerp
if you wanna make sure your claude is the most up to date on financial markets it needs to be plugged into the hyperliquid API 24/7 data for free hyperliquid
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@mbertulli Most strong SaaS growth engines look boring: tight ICPs, fast creative iteration, and solid measurement. The real edge isn’t channel count, it’s proving incremental lift and tying it back to LTV/payback with clean testing.
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Are there ANY saas companies who run a really strong performance marketing machine?
Thinking multi-channel ads here.
Who does this really well?
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@pearlagarwal7 Exactly, the first 10 customers are rarely “free.” The fastest founders usually nail a specific ICP and messaging that matches how those people already search for help.
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Most founders think customer acquisition starts with a budget. It doesn’t.
Your first 10 customers cost ₹0, and most founders walk past them every day.
Here’s exactly how to find them.
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