What to do when Organic Traffic Drops (with Kristina Frunze, Webview SEO)

#389 | Dasha sits down with Kristina Frunze, founder of WebView SEO, who's spent 10 years in SEO and the last 3 running experiments on AI visibility for B2B SaaS. Kristina gives away the framework she uses with every client – SEO is the foundation, AI search is the roof. Plus, the 60/20/20 content split that puts the bottom of funnel pages first. Kristina also talks through the 3-layer attribution model she uses to show leadership what the work is doing when organic clicks are down. She walks through a full client case study on the record (a construction tech company that tripled AI overview citations in six months and lifted bottom of funnel visibility 46%). She also explains the 5-step checklist that makes content worth citing, and why she scores every competitor against real criteria before publishing a comparison page. Also: the Reddit strategy that got her clients' comments wiped out and what replaced it, and why she now believes AI search depends more on off page than on page.

Timestamps

(00:00) - Intro

(03:05) - Decoding SEO, AEO, and GEO

(06:41) - Reframing a Traffic Drop Around Leads

(08:06) - The 60/20/20 Content Split

(14:20) - Three Layers of Visibility Attribution

(21:07) - Tracking AI Traffic Inside GA4

(26:46) - The Checklist for Content LLMs Will Cite

(31:08) - Case Study: Tripling AI Citations in Six Months

(44:26) - The Reddit Strategy That Got Wiped Out

(47:08) - Why Off Page Now Beats On Page