You’ve probably seen hot-takes like “SEO is dead; nobody will click through once the AI answer appears.” The conversation resurfaces on HN every time Google demo­s a new LLM feature.

I run a weekly “SEO Myth Busting” newsletter for founders and just published a deep dive on this claim.

Key findings (with sources & graphs in the article)

90 % of SaaS sign-ups in our sample still come from classic organic clicks (the SGE panel links back). Google’s own ad-revenue dependence makes full zero-click AI answers unlikely

Traffic is shifting: generic content farms lose, trusted brands win. That’s an opportunity for small, expert products.

Happy to answer technical questions in the thread.

SEO always adapts. People will always search for stuff they need. Search engines may change, but SEO will remain.