Dofollow Digest #8: Is SEO Really Dying? Google's Take vs Reality

Hey, it’s Eric 👋

Another week, another dose of search engine drama.

This time, it's Google's own team speculating about whether SEO is dying (spoiler: they don't think it is, but their reasoning might surprise you).

We'll dive into that below, plus share our usual roundup of what's happening in the world of link building and digital PR.

By the way, I just got back from Thailand a few days ago. The jet lag is real, but the perspective you get from spending a month away from your business? Priceless. More on that soon.

NOTE: we’re co-hosting a webinar on February 4th with Irina Maltseva. about the B2B SaaS SEO landscape in 2025. If you’re interested in joining, reply “interested,” and we’ll share the link when it’s live!

🔗 LINK ROUNDUP

• Ask An SEO: What To Do When Your SEO Formula Doesn’t Work?

• I Analyzed 300K Keywords. Here’s What I Learned About AI Overviews

• Reddit Not Ranking As Well In Google Suddenly?

• Understanding the December 2024 Core and Spam Updates

• How SEO Can Capture Demand You Create Elsewhere

🔍 DEEP DIVE: Is SEO Really Dying? Google's Take vs Reality

In the latest Search Off the Record podcast, John Mueller posed a direct question to the team: "So do you think AI will replace SEO? Is SEO on a dying path?"

The response was illuminating. Gary Illyes immediately dismissed the concern with a touch of humor: "SEO has been dying since 2001, so I'm not scared for it." It's a perspective that shows Google's team still sees SEO as foundational to search, even as AI transforms the landscape.

What's particularly interesting is how John Mueller framed SEO's relevance in the age of AI. He explained that when SEOs first encounter AI in search results, they often see it as "this big magic box and nobody knows what is happening in there." But Mueller argues that AI search still relies heavily on the basics: content needs to be crawlable and indexable. These fundamentals, he explains, "flow into all of these AI overviews."

But here's what they missed:

While Google's team focuses on how the backend mechanics haven't changed (crawling, indexing, etc.), they're overlooking three massive shifts that are reshaping SEO:

1. Organic results are evolving. The traditional "10 blue links" are being joined by AI summaries, featured snippets, and rich results. While this means more competition for attention, it also creates new opportunities for SaaS companies to stand out. We're seeing clients succeed by targeting high-intent searches where detailed, authoritative content still wins.

2. People search differently now. Instead of typing "best pizza NYC," people now ask "What's a good pizza place near me that's open late and has outdoor seating?" These longer, more detailed searches mean we need to completely rethink how we create and optimize content.

3. Google's AI is unpredictable. Google's AI-powered algorithms change their minds constantly. A page that ranks #1 today might disappear tomorrow – and return next week. These wild swings make it impossible for publishers to build stable businesses around search traffic.

My Take:

While Google's team is right that the fundamentals haven't changed, we're seeing a different story play out with our SaaS clients.

The reality is that SEO isn't dying – it's evolving into something more sophisticated, where technical optimization alone isn't enough anymore.

This is actually good news for growth-focused SaaS companies.

As AI democratizes basic SEO practices, the real competitive advantage comes from areas that can't be automated: high-quality backlinks, genuine relationships with publishers, and content that truly serves user needs. We're seeing our most successful clients double down on these human elements rather than chasing algorithm updates.

That's why we remain bullish on SEO, especially for SaaS companies, even as the landscape shifts. The key is focusing on sustainable practices that build real authority – exactly the kind of work that becomes more valuable, not less, as AI reshapes search.

📣 JANUARY OPEN SPOTS: 3

If you’re a SaaS marketer or founder and want help building links, we have 3 spots open currently.

If you think you might be interested, pricing is here.

‘Til next time,

Eric