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Welcome to Volume 268 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🔍 Clio’s Long-Term SEO Investment Pays Off in AI Visibility
- 🤖 The Frontier LLM Race Heats Up Again
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
- 📣 We’re Hiring: Check Out Our Open Positions!
Let’s get into it.
🔍 Clio’s Long-Term SEO Investment Pays Off in AI Visibility
When you search “best legal software for small law firms” on Google today, you won’t get 10 blue links. You’ll get an AI Overview that mentions the same brand again and again: Clio.
Most B2B brands are watching their organic traffic collapse as AI Overviews take over 21% of all search queries. Click-through rates on AI-dominated SERPs have dropped 61% for organic and 68% for paid.
Yet Clio is thriving. They received over 6.5 million web visits last month — a 1.44% MoM increase. Most of these visits come from direct (76%) and organic (18%) search.
How? Well, Clio receives over 4,900 citations monthly in Google AI Overviews and dominates the SERPs for their most valuable keywords: they’re mentioned first in AI summaries, rank #1 organically, and hold the top paid spot.
But if you’re hoping there’s a hack, I’ve got some bad news: Their secret is over a decade of smart SEO investment that serves as the perfect foundation for their GEO strategy.
Our latest deep dive breaks down exactly how Clio’s content strategy translates into AI visibility:
- 1,400+ pages of structured, informational content that AI systems trust and cite
- Domain authority signals that position them as the category leader (DR 85, 13.1K referring domains)
- Content formats optimized for the query types that trigger AI Overviews 60% of the time
- Cross-platform presence that compounds credibility across every AI model
Read the complete Clio case study on Foundation Labs to learn how SEO dominance becomes AI visibility.
🤖 The Frontier LLM Race Heats Up Again
Get ready to see a whole lot of AI performance benchmark graphics and “this is wild” proclamations on LinkedIn — the AI arms race is getting hot.
Last week, Google announced Gemini 3. Four days later, Anthropic countered with Claude Opus 4.5. Both companies have their own flavor of AI hype lingo, but essentially this is the pitch: their model is smarter, faster, and more capable than anything else on the market.
Following in the footsteps of GPT-5 (minus the disastrous release), both models introduce reasoning modes that let users trade speed for depth and reasoning, depending on the task: Gemini 3 Deep Think and Claude’s “effort parameter”.
Also, like OpenAI, both releases highlight agentic capabilities — AI systems that can plan, execute, and validate multi-step workflows autonomously. Google’s Antigravity platform and Anthropic’s Claude Code are competing visions of the same future: AI that doesn’t just assist with tasks, but completes them end-to-end.
Another big theme this year has been the push for workflow integration.
Google and Anthropic are racing to embed their models directly into the tools teams already use — Chrome extensions, Excel integrations, IDE plugins, desktop apps, etc.
In the three-horse race, the winning model will be the one that fades into workflows so smoothly it stops feeling like a tool altogether.
👀 What’s the Latest in B2B SaaS This Week?
💰 ServiceNow in Advanced Talks to Buy Security Startup For At Least $1 Billion | The Information
📨 Google denies ‘misleading’ reports of Gmail using your emails to train AI | The Verge
🏠 OpenAI now lets enterprises choose where to host their data | Venture Beat
🚨New Podcast Alert:
In the latest episode of The Ross Simmonds Show, Ross makes the case that personal branding is your competitive advantage in a creator-driven, AI-powered world.
If you’re still on the fence about showing up online, treating content like a side project, or wondering whether personal branding is “worth it,” this episode will reframe everything.
Ross walks through the exact six-step system to build a personal brand with integrity, authenticity, and strategic precision:
- Pick your lane and commit: Choose one expertise to own for 12 months. Don’t dilute your message by trying to be everything to everyone.
- Master one platform first: LinkedIn for B2B. YouTube for universal reach. Instagram and TikTok for lifestyle. Reddit and Substack for niche authority. Ross breaks down where to focus based on your audience.
- Show, don’t just tell: Credibility comes from documenting your work — client wins, case studies, transformations. Your job title doesn’t build trust. Your results do.
- Teach what you know, even if no one’s watching: You only need to be one step ahead to add value. Share your POV, lessons learned, and insights consistently. Virality is a bonus. Consistency is the strategy.
- Distribution is everything: Creating content isn’t enough. Repurpose tweets into LinkedIn posts, blog articles into carousels, podcast clips into Reels. Make your content work across platforms.
- Build systems that scale you: Evergreen blog posts, auto-scheduled content, courses, and guides let your personal brand work while you sleep.
Listen to the full episode on Apple Podcast or Spotify to start planting your flag and turning your expertise into opportunity.
🧠 This Week’s Brain Food
We’ve spent decades asking whether machines can think. Now neuroscientists are asking a more unsettling question: What if thinking isn’t what we thought it was?
According to The New Yorker, leading neuroscientists are using large language models as “a kind of model organism” to study how human brains actually work — and they’re discovering uncomfortable parallels.
Doris Tsao, a neuroscience professor at UC Berkeley, makes a bold statement: “The advances in machine learning have taught us more about the essence of intelligence than anything that neuroscience has discovered in the past hundred years.”
Anthropic researchers found “features” in Claude — artificial neurons that work like volume knobs for concepts.
The revelation shook even longtime AI skeptic Douglas Hofstadter, who admitted: “They do things that are very much like thinking.” But he’s now “profoundly disappointed” and “frightened” that his holy grail turned out to be simpler than imagined.
According to this research, we shouldn’t dismiss LLMs as “just predicting tokens” anymore. They’re thinking. And that reflects something uncomfortable: maybe thinking was never as magical as we wanted it to be.
I’m not quite sure where I stand on this. I’ll need to think about it for a while.
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🏅Reddit Post of the Week
🎖️ LinkedIn Post of the Week
Do you know who’s winning the CRM war? New AI Search data for you by Andrew Yan
🤳🏽 Nice Finds You Should Binge
💻 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 Marketing | GEO Partnerships Coordinator (PT)
- Foundation Marketing | Senior Account Manager
- Foundation Marketing | Reddit Specialist
- Foundation Marketing | Content Creator
- Foundation Marketing | Senior Account Coordinator
- Foundation Marketing | Senior Content Strategist
- Foundation Marketing | Executive Marketing & Outreach Assistant
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
Mac Miller Afternoon Grooves // Coffee & Spliff // Vinyl Selection //
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 me at ethan@foundationinc.co. We’re always looking for ways to improve and provide the best B2B SaaS marketing resources.
Have a great weekend!
