While Stack Overflow, G2, and most B2B directories watched their organic traffic collapse under AI Overviews and LLMs, SoftwareFinder did the opposite. Adnan Malik, co-founder and CEO, grew organic traffic more than 300% over the last two years. Today, roughly 30% of their traffic comes through LLMs and AI Overviews, up from under 5% a couple years ago.
In this episode, Adnan breaks down the exact strategy shift that made it happen. We get into the semantic and JSON-level changes on the front end, the content map approach that pushes articles in both LLMs and traditional search, and why user-generated reviews became one of his biggest visibility drivers. If you publish content and want it consumed by AI, this is the tactical breakdown.
We also cover the part most SaaS founders get wrong: the human element. Adnan turned down VC money and built an AI system on the back end that recommends software in real time, while keeping human consultants on the phone. He explains why a fully autonomous AI agent failed in software discovery, and where the human touch still wins.
Finally, Adnan gives his prediction for the next 12 to 18 months. He expects 60-70% of searches to run through AI, a sharp compression in speed to demo and speed to close, and downward pressure on pricing as buyers get more sophisticated. If you sell software or buy it, this is the shift to prepare for now.
Five takeaways
- Prepare your content for LLMs before the traffic shifts, not after. SoftwareFinder moved early on semantic markup and LLM-friendly structure, which is why they captured AI demand instead of losing to it.
- Optimize at the passage level, not just the page. Surround your money pages with category, alternatives, and comparison content so you own the full cluster of buyer prompts.
- Reviews and user-generated content are AI fuel. LLMs favor authentic UGC, so a real review collection engine is now a visibility moat.
- Directory leads convert better than PPC because they match your true ICP. Lower churn and higher LTV justify paying the premium.
- AI handles initial discovery, humans close the complex decision. Keep a human in the loop for high-stakes B2B purchases where buyers need to open up.
00:37 Founding SoftwareFinder and 300% growth through the AI shift
01:48 The revenue model: pay per lead
02:34 The AI strategy shift: semantic markup, content maps, and reviews
07:42 How buyer behavior changed with LLMs as the initial search layer
11:16 Turning down VC money and the AI-plus-human system
14:38 Why directory leads beat PPC on ICP fit, churn, and LTV
18:09 Prediction: 60-70% of search through AI and the speed-to-close shift
Learn more at https://softwarefinder.com/
Connect with Gen: www.linkedin.com/in/genfurukawa
Learn more at https://supermarketers.ai
