Article's Content
Article's Content
Welcome to Volume 248 👋
Happy Thursday!
In this week’s newsletter, we cover:
- ⚔️ The AI Browser War is Heating Up
- 💰 How Scale’s $14B Brand Bump Impacts Organic Search Performance
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
⚔️ The AI browser war is heating up
Just over two months ago, Google announced it was evolving Chrome with an expanded AI Overviews and an AI Mode that transforms passive browsing into AI-assisted interactions.
OpenAI is reportedly releasing its own AI-powered web browser in the coming weeks, with built-in chat and task management.
And as if that weren’t enough, Perplexity just announced Comet, its conversational web browser that’s now available to their Max subscribers.
The browser war is heating up.
At the start of the year, Search Engine Land reported that most users still preferred the traditional Google or Bing experience for informational searches (80%), with only 14% using AI on a daily basis.
But the same report also showed something more important: user search behaviour is context-dependent, not platform-loyal.
And that context is about to change drastically, as Google, Bing, and others move to embed AI directly into the browser. This blurs the line between search engine and assistant and makes gen AI tools part of the default experience.
The winning browser may not be the most AI-native. It’ll probably be the one that best integrates AI capabilities without disrupting established search workflows. Or, who am I kidding, it could be something entirely different.
What I do know is that it’s only going to get more interesting.
Stay tuned.
🎤 Ross Takes the Stage at BrightonSEO San Diego
Ross is taking the stage as a keynote speaker at BrightonSEO San Diego 2025, and he’s tackling one of the most critical challenges facing marketers today:
Content Distribution in the Age of AI: How to Make Your Content Spread
Search is no longer confined to Google. Your audience is finding content through Reddit threads, TikTok comments, LinkedIn posts, YouTube Shorts, newsletters, niche communities, and now through AI-powered search tools.
In his keynote, Ross will reveal how to build a repeatable and scalable content distribution engine that combines proven tactics with AI tools to get your content in front of the right people, in the right place, at the right time.
What you’ll walk away with:
- Frameworks for multi-channel distribution that actually work
- AI-powered tools to amplify your content’s reach
- Tactical strategies for teams of any size
- Real-world examples of content that travels further than ever
Whether you’re a solo marketer or leading an entire department, this session will transform how you think about getting your content seen.
Ready to level up your distribution game?
Grab your tickets to BrightonSEO San Diego and secure your spot for what promises to be one of the most actionable keynotes of the event.
🚀 Scale AI: How a $14B Brand Bump Impacts Organic Search Performance 🚀
Sometimes it’s good to look at things from a different angle. This week, that thing is organic growth…
Most companies spend months perfecting their keyword strategy, obsessing over technical SEO, and building links one by one. Meanwhile, Scale AI just proved there’s a faster path to search dominance: build a brand worth talking about.
Want proof?
When Meta dropped $14.3 billion on Scale AI, something fascinating happened.
Branded searches quadrupled overnight and organic traffic to their website increased by 140% in the weeks following.
The next question is, how did this all happen?
Scale built an authority moat that makes it the default answer when anyone asks about AI infrastructure. They positioned themselves as the company that powers “the most advanced LLMs in the world” and proved it with partnerships with OpenAI, Meta, and the U.S. government.
I recently broke down their entire playbook, from how they turn news cycles into SEO gold to the product page strategies that convert enterprise decision-makers. Here are the highlights:
- Brand-driven dominance: 80% of organic traffic comes from branded searches, with 76k monthly searches for “Scale AI”.
- News-to-backlinks engine: Major announcements generate 1,000+ high-authority backlinks within 24 hours.
- EEAT product pages: Every page features Fortune 500 logos, executive testimonials, and technical proof points.
Oh, and guess what else this brand moat earned them? A 25% increase in ChatGPT referrals and 308% jump in Perplexity traffic.
[Read the full Scale AI breakdown →]
The biggest lesson here? Brand authority acts as core marketing infrastructure. It drives results across search, social, PR, and emerging platforms.
Sponsored by: JobRack
Unlock Elite Remote Talent in Minutes
Tired of hiring headaches?
JobRack’s Offshore Hiring Playbook from founder Noel shows agencies how to tap the top 2-3 percent talent in Eastern Europe and South Africa.
Learn how to build a rock-solid remote team, slash hiring costs by 50 percent and get long-term results.
Download the playbook free and level up your team today.
🚨 New Podcast Alert: How To Get More Leverage & Do More With Less 🚨
A new episode of The Ross Simmonds Show just dropped, and if you’re trying to achieve more with fewer resources, this is exactly what you need.
This week, Ross breaks down the powerful concept of leverage.
It’s the secret behind how top performers consistently achieve 10x results without working 10x harder. More importantly, he provides a practical framework and actionable insights to help marketers, entrepreneurs, and creators reclaim their time, scale their impact, and accelerate growth.
If you’ve ever felt stretched thin, this episode will help you work smarter, not harder. Here are some key takeaways:
- Leverage through people: Delegate like a founder by transferring ownership. Let your team solve problems so you can focus on high-impact work.
- Leverage through code: Modern automation means you don’t need a full dev team to save countless hours. Let AI and no-code tools handle repetitive tasks.
- Leverage through capital: Make your money work harder than you do. Every dollar should either buy back your time or create compounding returns.
- Leverage through content: Create once, distribute forever. Great content works for you 24/7, so you can attract attention and build trust even when you’re offline.
Catch this latest episode of the Ross Simmonds Show on Apple or Spotify for the full roadmap on doing more with less.
👀 What’s the Latest in B2B SaaS This Week? 👀
- 🌐 OpenAI to release an AI-powered web browser in challenge to Google Chrome | Reuters
- 🦾 Perplexity just launched an AI web browser | The Verge
- 📱 TikTok Building New Version of App Ahead of Expected U.S. Sale | The Information
- 📺 YouTube cracks down on AI-generated “slop” content | TechCrunch
✨ Foundation Team in the Spotlight: Leigha Henderson ✨
Foundation’s own Leigha Henderson, Growth Specialist extraordinaire, recently joined Meaghan Moraes Gerzon on the latest episode of Get Real to talk about something we implicitly realize but rarely touch on in this social media era:
Why Brand Authenticity Is the New Authority.
Leigha and Meaghan get into why so much of the content we see today feels empty. They discuss the pressure creators face to perform online and what it really takes to build a brand that truly connects.
Leigha also shares practical advice on how to write authentically, why being real resonates more than polished perfection, and how authenticity is the sustainable secret to content success.
If you’ve ever cringed at your own overly-polished LinkedIn post (or wondered if your brand sounds human enough), this episode is exactly what you need.
Check out the episode on Spotify!
🧠 This Week’s Brain Food 🧠
Ever notice how your best conversations happen when you’re walking side by side rather than sitting at your desk or a conference table?
I was listening to Rick Rubin’s Jay Shetty interview, and he was talking about this exact thing. When the legendary music producer was losing weight, he swapped his usual lunch meetings for walking meetings around Santa Monica.
“The meetings were so much better than the meetings either in a restaurant or at an office. Everything shifted just because we were moving.”
What I liked the most is that the “distractions” of walking, like deciding which way to turn, noticing a tree, dodging other pedestrians, actually seemed to help Rubin’s conversations. These little cognitive tasks occupied just enough mental bandwidth to free up creative thinking.
It’s the same reason you get your best ideas in the shower or while driving.
But there’s something deeper happening. When you’re walking side by side (or on a phone call), you’re not locked in intense eye contact. The pressure drops. “It’s easier to go into your own thoughts when you’re not looking at someone,” Rubin explains. You’re literally moving in the same direction, creating a sense of partnership rather than opposition.
It’s not always feasible, but it might be time to mix in a few walking meetings into your daily schedule.
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🏅 Twitter/X Thread of the Week
A few quick observations on Grok 4 by Ethan Mollick
🎖️ LinkedIn Post of the Week
Reddit is Unhinged. That’s Why It Works by Leigha Henderson
🤳🏽 Nice Finds You Should Binge
- How Universities Can Use Data-Driven SEO to Win Over New Students | Carnegie x Foundation
- A New Kind of AI Model Lets Data Owners Take Control | WIRED
- Android is letting Google’s AI access WhatsApp, texts, and calls – unless you change your settings | TechSpot
- The AI Scraping Fight That Could Change the Future of the Web | The Wall Street Journal
💻 Job Postings Worth Checking Out
Looking for a new opportunity? Here’s a round-up of some exciting job openings in the B2B SaaS space.
- Foundation: Reddit Specialist
- Foundation: B2B Content Marketing Strategist
- Foundation: Content Creator
- Foundation: Content Marketing Manager
- Foundation: Applied Research Specialist
- Foundation: Director of Digital Marketing
Want us to include your job postings in our next issue? Reply to this email, and we’ll share how you can reach more SaaS professionals today.
🎧 What We’re Wired Into This Week
Fleetwood Mac – The Dance Full Concert
This SaaS news smattering is brought to you by Ethan Crump!
If you have any feedback, suggestions, or ideas you want to see in this newsletter, feel free to email Leigha Henderson at leigha@foundationinc.co. We’re always looking for ways to improve and provide the best B2B SaaS marketing resources.
Have a great weekend!
