What It Is
For a long time SEO treated Google as an endless ocean where there were always more fish, no matter how badly existing customers were treated. Jeremy Rivera argues that model no longer works. SEO has to tie into the bigger picture of the business: reputation management, PR, how the site functions, and how return customers are treated. For a SaaS company in particular, more of the content should serve customers you already have than chase new keywords. It connects directly to how AI search works now, since LLMs echo what people say about you off-site.
How It Works
- Audit your content split: how much serves prospects you have not won yet, and how much serves customers you already have.
- Shift production toward the people you have already converted: tailor better experiences and publish more content for them.
- Tie the SEO plan to reputation management, PR and how the site functions, so the way customers talk about you off-site matches what your site says.
Who Recommends It
- Jeremy Rivera endorses — Host of the Unscripted SEO Podcast. “If you’re a SaaS, more of your content needs to be helping your existing customers than just fishing for keywords to get new people in to convert.” Erika Braeger agreed on the episode. SEO Arcade episode recap →
Difficulty & Time Estimates
MediumDifficulty
3–6 moTime to Results
Read the full conversation: Erika Braeger on machine readability, page speed and technical debt (Unscripted SEO), or the SEO Arcade breakdown, technical SEO triage with Erika Braeger.