A big shift over the last year or two seems to be market access for small/indie products. I built and launched two SaaS systems (one started 13 years ago, one 7 years ago) sucessfully getting customers through organic search from Google. Trying to do something like that again and the difference is huge. There is a lot more competition everywhere, content on Google seems to get impressions but not clicks, and it just looks like the market is overcrowded.