GEO for B2B SaaS

How do SaaS buyers use answer engines?

The questions tend to follow the buying process. Early on, people ask “best X for Y” or “X software for [job]”. Later they ask “X vs Y”, “X alternatives”, or “does X integrate with Y”. They may also ask what a product costs, who it is for, and what it does not do.

Those prompts often produce a shortlist and a few cited pages, rather than a single official URL. If the public description of the product is thin, conflicting, or locked behind a login, the answer may omit the product, or describe it badly. GEO is the work of giving those tools a clear, consistent source. It does not mean a particular product will be named.

Which pages can answer engines quote?

Start with the pages a buyer already needs, and make each one state the fact in the opening sentences:

• A category page that says, in plain words, what the product is and who it is for.
• Use-case pages for the jobs your buyers actually mention, not a page for every possible variation.
• Integration pages that state, in text, what the product connects to and what the integration does.
• Comparison pages that are accurate and fair. Describe your own product honestly. Do not disparage a rival. Every factual claim has to be one the company can stand behind. That is the same line as on our B2B SaaS page.
• If the company chooses to publish prices, the facts should be in ordinary text on the page, not only in an image or a calculator. Clearly Seen itself publishes no prices, and whether to publish them is the company's decision.

Google says a page must be indexed and eligible to be shown with a snippet before it can appear as a supporting link in AI Overviews or AI Mode, and that important content should be available as text. The same standard is a sensible one for pages you hope ChatGPT or Perplexity might cite.

Should docs and help centres be public?

Yes, if you want them to be available as a source. A help article that explains a limit, an integration, or a setup step is often the most precise page an answer engine could quote. If that article sits behind a login, or is only rendered by a script the crawler never sees, it is not a public source.

What good looks like: the docs site can be crawled, the important articles are in the HTML without a sign-in, and /robots.txt is not blocking the crawlers you care about. The AI visibility audit checklist covers those checks, including the rules for OAI-SearchBot, PerplexityBot and the others.

What should third parties say?

Buyers, and the engines they use, also look at review sites, directories and integration marketplaces. The product name, a short description, and the category should match the company's own site.

Reviews should be genuine. Do not invent them, buy them, or hide an incentive. Google's guide to generative AI features (last updated 10 July 2026) warns that seeking inauthentic mentions “isn’t as helpful as it might seem”. From 6 April 2025, UK law also bans fake consumer reviews and reviews that conceal an incentive, as the CMA sets out in its guidance on fake reviews.

You cannot control every independent article. You can keep the listings the company already owns consistent, and you can ask customers for genuine reviews.

How should GEO be measured?

Write a fixed prompt set that follows the buying stages above: category questions, use-case questions, comparisons, alternatives, and integrations. Ask them in a logged-out window in ChatGPT, Perplexity, and Google AI Overviews or AI Mode where they appear. Record the date, the engine, whether the product was named, how it was described, and which URLs were cited.

Repeat the same set about once a month. A useful record is the share of those answers that name the product accurately, and the share that cite a page you would want cited. That is a method for observing the public answers, not a score we can promise will rise.

An llms.txt file is not a shortcut in this measurement. Google says Google Search ignores these files, and that keeping one will neither harm nor help visibility in Google Search. A 15 October 2026 test of 537 B2B software sites, published by CueScout, found that an llms.txt file made no measurable difference to Google AI Mode citations once site size was taken into account. The test covered one day of US-English answers. That is an industry figure, not a result of our work. It is still harmless to publish a short, accurate file for any system that does read it.

Where does SEO still matter?

GEO uses the same pages as SEO and AEO. If a category or integration page cannot be found, there is less to retrieve. If it can be found but never states the answer, there is less to quote or to name. We treat the three as one piece of work. There is a short guide on how SEO, AEO and GEO fit together.

What we will not promise

We use AI tools for research, content optimisation and AI-search monitoring, and we study how ChatGPT, Perplexity and Google AI choose what to cite. We do not promise a ranking, a traffic figure, a place on a shortlist, or a mention in any answer engine.

We can improve the public pages and show you what the public answers already say. We cannot control the output. There is more on how the work runs.

Questions

Is GEO different from SEO for SaaS?

They overlap, and they belong on the same pages. SEO is about being a clear match for a search, so the page can be found. GEO is about being a fair, accurate source for a generative answer, including the facts that third-party pages should corroborate. The work of making the product description clear is shared.

Should we publish an llms.txt?

It is harmless, and it can be a tidy index of the pages you most want a system to read. Google says it ignores the file for Search, including AI Overviews and AI Mode. Do not expect a change in citations because you added one.

Do comparison pages help?

They can, when they are accurate, fair, and written in text an engine can read. They should help a buyer understand the product, including where it is not the right fit. They should never disparage a rival. If a claim would not stand up on the company's own pricing or docs page, it should not appear on a comparison page either.

Do you work with non-UK SaaS?

Clearly Seen works with UK businesses. The B2B SaaS page is written for UK companies that sell software to other businesses.

Write to us

A scoping call is an email. Write to hello@clearlyseen.co.uk, name the product and the sites, and say whether you want the free check or a conversation about an audit or ongoing work. Please do not send personal details about your customers.