Dofollow Digest #39: Why Google's "habit advantage" changes everything

Hey, it's Eric 👋

Just watched another SaaS founder kill their SEO budget because "AI is replacing Google." Meanwhile, new research shows that's exactly backwards.

A Nielsen Norman Group study found that while users are experimenting with ChatGPT and Gemini, they still default to Google when they need information. It's a classic case of habits being stronger than innovation – and for SaaS companies, that means your SEO strategy isn't obsolete. Not even close.

Let me break down what this means for your link building and content strategy below.

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🔍 DEEP DIVE: Why Google's "Habit Advantage" Changes Everything

Everyone's talking about AI killing search, but new data tells a different story. Nielsen Norman Group just studied how real users – not tech enthusiasts – actually search for information in 2025. The findings should reshape how you think about SEO investment.

Here's the reality: Even users who love ChatGPT still start with Google. One participant told researchers, "I always start with Google. It's familiar. It's what's there. It's what I've been doing for a long time."

This habit runs deeper than preference. Another user explained how they got locked into Google simply because Chrome made it the default: "At some point, I used the Google Chrome browser. It has a default setting that redirects me to Google. So, by default, I just start from google.com."

The AI adoption pattern that changes everything

The study revealed something crucial: users don't abandon Google for AI – they add AI to their existing search habits. Every single participant still used traditional search multiple times during the study, even those with extensive AI experience.

But here's where it gets interesting for SaaS marketers. When users do use AI for research, they follow a predictable pattern:

First, they encounter AI Overviews on Google's search results. These summaries now appear for most queries and often answer questions without requiring a click. Pew Research found that when users see an AI Overview, they're substantially less likely to click through to any website.

Next, they discover AI chat for complex tasks. The study watched several participants try AI chat for research tasks for the first time. One user spent 10 minutes manually researching soccer goals on Google – visiting sites, reading reviews, taking physical notes. When introduced to Gemini for a plumbing problem, he immediately saw the value: "It feels like it saved me a bit of time. It's drawn in a lot of data and kind of tailored it to what my specific need is."

After that first success, he planned to use it again: "I'll definitely use this in [the] future. I realize maybe I should have come to Gemini looking for the goals."

What this means for your linkbuilding strategy

The persistence of Google as the starting point creates a unique opportunity. While your competitors pull back from SEO because they think AI is taking over, you can capture market share by doubling down on what actually works.

Users still need to discover your brand before they'll ask AI about it. Google remains that discovery engine. But the type of content that succeeds is changing. AI Overviews excel at quick definitions and simple answers. Your opportunity lies in the complex, nuanced content that AI can't easily summarize.

Think about it: when someone searches for "project management software," they might get an AI Overview listing popular options. But when they search for "project management software for construction companies with field teams," that's where your specialized, authoritative content wins.

This is exactly why link building becomes more valuable, not less. As AI democratizes basic content creation, the signals that differentiate quality become crucial. High-authority backlinks tell both Google and AI systems that your content deserves attention. These aren't just ranking factors anymore – they're trust signals that influence how AI tools perceive and recommend your brand.

The familiarity advantage that determines winners

The study found that ChatGPT and Gemini dominate AI search because of familiarity, not features. Users are already calling ChatGPT simply "Chat" – the same linguistic shift that turned "Google" into a verb.

One participant explained why he chose Gemini over other AI tools: "I heard about ChatGPT, tried it out, and was impressed. But then I heard about similar platforms from different companies. I already use Google for a lot of things, so I started doing things on Bard. Then that turned into Gemini."

This familiarity factor creates a massive moat. Google's integration of AI directly into search results gives them a distribution advantage that standalone AI tools can't match. Every Google search becomes a potential AI interaction, gradually training billions of users on AI without them having to change their habits.

For SaaS companies, this means your SEO and content strategies need to work for both traditional search and AI interactions. The content that ranks well on Google today becomes the training data for AI recommendations tomorrow. Your link profile doesn't just influence search rankings – it shapes how AI systems understand your authority in your space.

The bottom line for SaaS marketers

AI isn't replacing search – it's augmenting it. The winners will be companies that understand this evolution and adapt their strategies accordingly.

Focus on building genuine authority through high-quality backlinks from relevant industry publications. Create content that serves complex user needs that AI summaries can't fully address. Most importantly, maintain your SEO momentum while competitors hesitate.

The study's researchers noted that widespread AI adoption will be slower than tech enthusiasts predict. Many participants hadn't even considered using AI chat for research until the study showed them how. This gap between capability and awareness is your opportunity window.

Build your authority now, while the market is still figuring out how to balance AI and traditional search. Because when users do start asking ChatGPT about solutions in your space, you want to be the brand it recommends. And that recommendation will be based on the authority signals you're building today through strategic link building and content that genuinely serves your audience.

🔗 LINK ROUNDUP

• Is ChatGPT Really Powered by Google?

• How To Speak the Language of Your Top SEO Stakeholders

• Analyzing Pages That Improved Following the June 2025 Core Update

• Wirecutter Dropped Heavily in Search Visibility (Here's Why)

Til next time,

Eric