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Technical and on-page SEO

Technical and on-page SEO

Content strategy and link building

Content strategy and link building

Answer Engine Optimisation (AEO)

Answer Engine Optimisation (AEO)

Schema markup and structured data

Schema markup and structured data

The challenge

Your Buyers Are Searching in Two Places Now

SEO still matters. Organic search drives more qualified traffic to SaaS websites than any other channel, and those visitors convert at higher rates than paid. But SEO alone isn’t enough anymore.

Organic traffic from traditional search dropped 20-40% across industries in 2025. The reason: millions of B2B buyers now ask ChatGPT, Claude, Gemini, and Perplexity direct questions instead of scrolling through Google results. “What’s the best project management tool for agencies?” “Does this integrate with Xero?” “How much does this cost?”

If AI gives them an answer that doesn’t mention you, or worse, gets your product wrong, you’ve lost the deal before you knew it existed.

That’s why we do both SEO and AEO together. Some people call this Generative Engine Optimisation (GEO). Whatever the label, the goal is the same: making sure your SaaS business shows up where your buyers are looking, whether that’s Google, AI search, or both.

Generative Engine Optimisation
What we do: SEO

Search Engine Optimisation for SaaS

We run SEO for B2B SaaS companies. We’ve done it for over 250 of them since 2009, so we know which tactics actually move the needle for software businesses and which ones waste time.


Technical SEO

Site speed, crawlability, indexation, core web vitals, internal linking architecture, XML sitemaps, canonical tags. We audit everything and fix what needs fixing. If your site has technical problems, nothing else we do will work properly until they're sorted.

Keyword research and strategy

We identify the terms your buyers are actually searching for, mapped to their stage in the buying journey. We focus on commercial-intent queries that bring in people who are ready to buy, not just browse.

On-page optimisation

Title tags, meta descriptions, H1s, body copy, image alt text, URL structure. We optimise every page so Google knows exactly what it's about and who it's for.

Content strategy and creation

Blog posts, landing pages, pillar content, comparison pages, feature pages. We plan and write content that ranks for the terms that matter and answers the questions your buyers are asking.

Link building and digital PR

Quality backlinks from relevant, authoritative sites. We earn links through PR, content outreach, guest contributions to industry publications, and partnerships. This builds domain authority and brand awareness at the same time.

Schema markup and structured data

JSON-LD markup that helps Google understand your business, your services, your pricing, and your reviews. This also feeds directly into AI search results.

Reporting and analytics

Monthly reporting on rankings, traffic, conversions, and revenue impact. We track what matters to your business, not vanity metrics.

What we do: AEO

Answer Engine Optimisation and Generative Engine Optimisation

Answer Engine Optimisation (AEO) is the practice of making sure AI tools give accurate, favourable answers about your product when buyers ask questions about your market. You may also hear this called Generative Engine Optimisation (GEO). The principles are the same.

This is new territory. We’ve been working on AEO with clients since early 2025 and have developed a practical methodology. For a deeper look at the approach, read our blog post on how SaaS companies are winning with Answer Engine Optimisation.


AI visibility audit

We test your key queries across ChatGPT, Claude, Gemini, and Perplexity to see how you're currently positioned. What are AI tools saying about you? Are they citing your competitors instead? Are they getting your features or pricing wrong? We benchmark you against your top competitors so you can see exactly where the gaps are.

Question mapping

We map every question your prospects ask during research, well beyond traditional keyword research. Pricing questions, feature comparisons, integration queries, implementation timelines, objection-handling questions. Each one needs its own clearly structured answer on your site.

Content structuring for AI

AI tools favour content that answers questions directly in the first paragraph, uses clear headings, and is well-structured. We audit and restructure your key pages so they're formatted for AI consumption as well as human reading.

Reputation signals

AI tools weigh reviews, sentiment, and social proof when deciding who to recommend. We analyse your review profiles, identify gaps, and help you build the reputation signals that influence AI responses in your favour.

Brand positioning across listings

Your differentiators need to be consistent across every place AI tools pull from: your website, directory listings, review sites, social profiles. We audit all of these for accuracy and consistency.

Source authority building

AI tools pull from the sources they trust most. We help you build presence on platforms AI indexes heavily, including Reddit, industry forums, review sites, and authoritative publications.

Schema markup

Structured data helps AI tools understand your business at a machine level. We implement JSON-LD schema across your key pages so AI can accurately represent your product, pricing, and positioning.

Tracking and measurement

Most SaaS companies have no idea how much traffic or how many leads come from AI search. We set up proper tracking and attribution so you can see the impact of AEO in GA4 and tie it back to pipeline.

Ongoing monitoring

AI search results change frequently. We test your key queries monthly across major AI platforms and track whether your content improvements are gaining traction.

Why it matters

SaaS SEO Is Different From Regular SEO

A generalist SEO agency can improve your rankings. But SaaS websites have specific challenges that require specific experience.

Your buyers research differently. A SaaS purchase isn’t impulsive. Buyers compare multiple tools, read reviews, check integrations, and often involve several stakeholders. Your SEO strategy needs to cover every stage of that research process, not just the top-of-funnel informational queries.

Your content needs to convert, not just rank. Traffic that doesn’t turn into trials, demos, or pipeline is worthless. We build SEO strategies around commercial-intent keywords and make sure the pages ranking for those terms have clear conversion paths.

Your competitors are well-funded. SaaS is one of the most competitive spaces in search. We’ve been doing this for since 2009 and know how to compete against larger, better-funded competitors through smarter keyword targeting and content that genuinely helps buyers.

Your metrics are different. We report on the things that matter to a SaaS marketing agency’s clients: organic pipeline, MQLs from search, trial signups from organic, keyword movement for commercial terms. Not just “traffic went up.”

Frequently Asked Questions

How long does SaaS SEO take to show results? Most clients see initial ranking improvements within 2-3 months. Meaningful traffic and lead increases typically take 4-6 months. SEO compounds over time, so results accelerate the longer you invest. Quick wins like fixing technical issues and optimising existing content can show results faster.

What’s the difference between AEO and GEO? They’re largely the same thing. AEO (Answer Engine Optimisation) focuses on making sure your brand appears accurately in AI-generated answers. GEO (Generative Engine Optimisation) is a newer term describing the same practice. Some people use AEO when talking about tools like Perplexity and GEO when talking about Google’s AI Overviews, but in practice the techniques overlap almost entirely. We cover both.

How does AEO work alongside traditional SEO? They reinforce each other. Good SEO practices like clear content structure, schema markup, and authoritative backlinks also improve your visibility in AI search. AEO adds a layer on top: testing AI responses, structuring content specifically for AI consumption, and building presence on platforms AI tools index. We do both as part of the same engagement.

Do you work with companies outside the UK? Yes. We work with SaaS companies globally. SEO and AEO strategies are adapted for your target markets, whether that’s the UK, US, or international.

Can you work alongside our existing team? Absolutely. Some clients use us for the full SEO and AEO function. Others have an in-house marketing manager and need us to handle the specialist work. We’re flexible.

What does SEO for SaaS typically cost? It depends on scope and competitiveness. Take a look at our outsourced marketing packages for an indication, or book a free consultation and we’ll give you a straight answer.

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