GEO Agency for B2B SaaS & Tech
B2B buyers are using ChatGPT, Perplexity, and AI Overviews to research software before they visit a single website. Gripped helps SaaS and tech companies show up in those conversations.
Why AI search changes how B2B buyers find you
Most B2B software buyers don't start with Google anymore. They ask an AI tool what the best option is for their specific problem, read the response, and build a shortlist from it. By the time they hit a search engine or visit a vendor's website, they've already formed a view.
If your company isn't being cited in those AI responses, you're not in the shortlist. Buyers aren't finding you and moving on. They're forming a shortlist that doesn't include you.
The numbers back this up. Gartner research suggests traditional search traffic to B2B websites could drop by up to 50% by 2028. LLM referral traffic grew by over 800% in the second half of 2024. And a growing share of Google searches now end without a click at all, because the answer is served directly in the results page.
The problem for most B2B SaaS companies is that their SEO programme was built for a world where Google sends traffic. GEO is about being visible in the world where AI synthesises answers.
What Is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is the practice of improving how a company appears in AI-generated answers and recommendations. Where traditional SEO focuses on ranking in search engine results pages, GEO focuses on being cited, recommended, and accurately described by large language models like ChatGPT, Claude, Gemini and Perplexity.
For B2B SaaS companies, GEO matters because buyers increasingly use AI tools to research software categories, compare vendors and form views on which companies are credible before they engage directly.
GEO is not a replacement for SEO. Strong SEO foundations, authoritative content, technical hygiene, structured data, are necessary inputs to GEO. But GEO requires additional work on how AI models learn about your company: what sources they pull from, how consistently your positioning is described across the web and whether you're cited in the right contexts.
What GEO is not
GEO is not about gaming AI tools or feeding them promotional content. LLMs synthesise from thousands of sources and weight them based on consistency, authority, and cross-referencing. Thin content written for AI rarely works.
GEO also isn't a one-time fix. AI models update their training data, new sources gain authority, and your category changes. The companies that stay visible in AI search maintain it as an ongoing programme, not a project.
How Gripped approaches GEO for B2B SaaS companies
GEO Audit
Before changing anything, Gripped runs a GEO audit to understand where your company currently sits in AI-generated answers. The audit covers how ChatGPT, Perplexity, and Gemini describe your company and category, what sources they're pulling from, where your competitors are being cited instead of you, and what your content architecture currently says to LLMs. Most B2B SaaS companies find they're either invisible. The audit makes clear which problem you have.
Content Architecture
LLMs don't rank pages. They build a picture of your company from hundreds of signals your site, third-party coverage, review platforms, social content and how consistently your positioning is described across all of them. Gripped maps the content gaps between what you're saying and what AI tools are synthesising about your category, then builds a content programme to close them. This includes topic clusters built around the questions your buyers are asking, not just the keywords they're searching.
Entity and Authority Building
AI models are more likely to cite companies they can verify from multiple independent sources. Gripped works to strengthen your company's entity presence, third-party citations, consistent brand descriptions, review platform coverage, and structured data that gives LLMs clean facts to pull from. This overlaps with traditional off-page SEO but goes further. It's not about link volume. It's about whether AI tools can triangulate a consistent, credible picture of your company from sources they trust.
Structured Data and Schema
Gripped implements structured data markup that gives AI crawlers and search engines clean, machine-readable signals about your company, services, and content. This includes FAQPage, Service, Organization, and AggregateRating schema where relevant.
Monitoring and Iteration
GEO results aren't tracked the same way paid media results are. Gripped monitors AI mention frequency, citation sources, brand description accuracy, and LLM referral traffic trends to show what's changing and what to focus on next.
Who Gripped's GEO service is for
Gripped works with B2B SaaS and tech companies from Series A through to £50m ARR. GEO tends to be most relevant for companies in one of three situations.
You're in a competitive category. If buyers are asking AI tools "what's the best [category] software for [use case]" and you're not showing up in the answer, your competitors are. GEO matters most where the category is active in AI conversations.
You've invested in SEO but your AI visibility doesn't reflect it. A company can rank well on Google and barely appear in ChatGPT or Perplexity. The inputs are related but not identical. Gripped works with companies that have strong SEO foundations and want to extend that investment into AI search.
You're in a new or emerging category. LLMs often default to well-known incumbents when a category is crowded or unclear. If your company is defining a new space, GEO is how you get the AI's description of that space to include you from the start.
Gripped only works with B2B SaaS and tech companies. GEO for a consumer brand or a professional services firm is a different problem.
If that's you, we're probably not the right fit.
What Clients See When GEO is Working
GEO results take longer to show than paid media. The first things that move are measurable and leading: how accurately AI tools describe your company, whether you're being cited in category queries, and whether LLM referral traffic is growing in GA4.
Across Gripped's GEO audit work to date, clients typically find:
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- 3 in 5 are either absent or misrepresented in AI answers for their primary category queries before an audit.
- The majority of citation gaps trace back to three sources: inconsistent positioning across the web, thin or absent structured data, and limited third-party coverage on platforms LLMs weight highly.
- LLM referral traffic (tracked in GA4 as traffic from chatgpt.com, perplexity.ai, and claude.ai) is growing for most B2B SaaS companies, but remains unmanaged — most teams don't know what's driving it or how to influence it.
Alongside GEO, Gripped clients running integrated programmes, combining GEO with SEO and demand generation have seen:
- 252% increase in opportunity value from organic and paid search for Eficode
- 108% increase in sales opportunities year-on-year forTerryberry
- £1.3m in new pipeline in a single quarter for Crownpeak
Our Approach to Generative AI SEO
GEO questions we get asked a lot
Find out where you stand in AI search
Most B2B SaaS companies don't know how AI tools are describing them or their category. The starting point is a GEO audit.
Book a free 30-minute call and Gripped will tell you what ChatGPT and Perplexity are currently saying about your company, where the gaps are, how Gripped works and what a realistic programme to fix them looks like.
No pitch deck. Straight answers.
Book your free digital marketing review
30 min session