Generative Engine Optimization (GEO) aims for something extremely valuable: getting your product recommended by AI systems when users ask questions. When evaluating marketing agencies, SaaS teams should look beyond promises and ask: “Are we appearing in AI-generated answers that actually lead to sales?” Without these measurable results connecting directly to your pipeline, you’re simply paying for activity rather than real business impact.Who This Guide Is For: SaaS leaders, Founders, CMOs, VPs of Growth, running $1M–$10M ARR companies who need compounding organic impact with accountable reporting. If your marketing team is lean and you need a partner capable of integrating technical SEO, content, PR, and data into a single GEO strategy, this guide is your roadmap.
TLDR
- What to demand from a GEO agency: Measurable AI inclusion, entity clarity, and pipeline impact.
- How to shortlist agencies: Evaluate technical SEO, content, PR, data integration, and SaaS expertise.
- Pricing expectations: Understand strategy vs. full-funnel programs and typical retainer ranges.
- 90‑day validation playbook: Step-by-step approach to test agency fit and track results.
- Agency profiles: Overview of top GEO agencies.
- RFP checklist: Ready-to-use questions and proof requests to confirm credibility before signing.
What is GEO and Why it Matters Now
SEO and GEO are two paths that lead to the same destination: visibility, but they take different approaches. Traditional SEO improves rankings in search engine results, ensuring your pages are discoverable and crawlable. GEO, on the other hand, focuses on the signals, structures, and sources that large language models (LLMs) rely on to generate answers, cite references, and create shortlists.
For SaaS companies with complex buying cycles, this distinction is crucial. Decision-makers often consult AI Overviews, chat responses, answer boxes, and third-party listicles when researching solutions. Meaning that without GEO, even high-quality content may go unnoticed in these AI-driven touchpoints, removing your brand from critical consideration.
True success combines both approaches: SEO ensures your content can be found and trusted, while GEO ensures it is surfaced and cited in the moments that influence buying decisions. By integrating SEO and GEO, SaaS companies increase their visibility precisely where it drives pipeline and revenue.
What A GEO agency should deliver
A strong GEO agency delivers measurable outcomes that directly impact your SaaS business, not just completed tasks. For companies like yours, success means real-world impact: your product appearing in AI-generated answers when prospects search, earning trusted citations that build authority, and influencing your sales pipeline. So here’s what to expect:
- Consistent Visibility in AI Overviews
A strong GEO agency ensures your brand shows up in AI Overviews and similar answer surfaces across the buyer’s journey. Instead of chasing vanity placements, you should see reliable inclusion for the revenue-driving queries where decision-makers are actively researching solutions.
- Consistent Citations Across LLMs
A good GEO partner ensures your expertise shows up repeatedly in AI-generated answers, not just once. Consistent citations across models and surfaces mean your brand is recognized as a reliable source, signaling authority and strengthening visibility where buyers are looking for solutions.
- Coverage Across Buyer Query Variations
A strong GEO program makes sure you don’t just win one version of a buyer’s question, you show up across the full range of ways they might ask it. By covering related intents and entities, your brand dominates the entire query cluster, securing visibility wherever buyers are searching.
- Entity Recognition Strength
LLMs connect answers through entities (brands, categories, products, and people). Your agency’s job is to strengthen those links so AI reliably associates your company with the problems you solve. Strong entity recognition makes sure your brand shows up in trusted answers across relevant topics.
- Assisted Conversions
AI-driven touchpoints rarely close deals on their own, but they often shape the journey. A good GEO agency helps you measure how appearances in AI answers contribute to conversions, whether that’s sparking initial discovery, reinforcing trust mid-funnel, or influencing the final decision. Attribution should capture the real pipeline impact of those interactions.
- Measurement Cadence and Experimentation
A strong GEO program isn’t “set and forget.” Leading agencies run structured experiments regularly, testing 3 to 5 high-value topics to see what actually drives AI inclusion and pipeline impact. Each action, whether a content update, new asset, or structural change, should be logged and tied to measurable results. Regular reviews should go beyond screenshots, giving you narrative insights into why something worked and how to replicate it.
- Cross-Functional Execution
A capable GEO agency will coordinate technical SEO, content and entity development, digital PR, and data engineering into a single execution plan. This cross-functional alignment ensures AI systems recognize and include your brand. Without it, inclusion stalls and revenue opportunities get missed.
- Proof of Impact
Your agency should deliver more than activity reports. Expect before-and-after inclusion snapshots, third-party citation wins, and clear narratives that show how their interventions contributed to pipeline and revenue. The agency’s role is to connect every tactic directly to tangible business outcomes.
How to evaluate a GEO partner (SaaS-focused criteria)
Choosing the right GEO partner can make or break your AI visibility strategy. Not all agencies understand the unique challenges SaaS companies face: from complex products and multi-stakeholder buying committees to long evaluation cycles.
Start with this quick checklist to see if an agency is really fit for SaaS GEO execution. Below you’ll also find the full set of evaluation criteria, with explanations and context.
1. Technical & Retrieval Competence
Can they test how LLMs retrieve SaaS information and what factors make certain brands, products, or answers more likely to appear in generated responses?
☐ Do they implement schema, semantic HTML, crawl optimization, and log analysis?
☐ Can they measure how often your SaaS brand shows up in AI-generated answers compared to competitors?
☐ Can they explain how technical changes translate into measurable AI inclusion?
2. Content, Entity, & Authority Engine
☐ Do they create entity-first content that links your brand, products, authors, and categories so search engines and AI clearly understand who you are and what you offer?
☐ Can they show repeatable playbooks for earning citations in trusted third-party sources?
☐ Do their editorial standards emphasize specificity, evidence, and actionable insights?
☐ Can they demonstrate improved AI inclusion for clients in SaaS?
3. SaaS Domain Expertise
☐ Have they previously worked with SaaS and do they understand the associated challenges?
☐ Can they map prompts/questions to buyer journey stages (awareness → evaluation → selection)?
☐ Do they cover bottom-of-funnel queries: pricing, alternatives, implementation?
☐ Can they integrate GEO with PLG motions, trials, and sales enablement content?
4. Reporting & Governance
☐ Do they provide dashboards showing AI inclusion, query fan-out coverage, and citation frequency?
☐ Do they document experiments, results, and next steps with narrative insights?
☐ Are content, sources, and data verified, secure, and brand-safe?
☐ Can reporting be presented to leadership in a clear, decision-useful format?
5. Commercial Fit
☐ Are deliverables clearly separated between strategy and execution?
☐ Is the ramp period realistic (typically 90–120 days)?
☐ Do contracts support test-and-learn approaches rather than output quotas?
☐ Do they prioritize measurable impact over vanity metrics or activity alone?
Top SaaS GEO Agency Profiles
Not all agencies approach Generative Engine Optimization the same way. In this section, we highlight leading SaaS-focused GEO agencies, outlining who they’re best suited for, the services they excel at, and the results they’ve delivered. Use these profiles to understand the landscape, compare capabilities, and choose the partner that fits your business needs and growth goals.
Singularity Digital
Singularity Digital specializes in scaling B2B SaaS companies through search and generative engine optimization strategies. They combine technical SEO, AI-driven content optimization, and data analytics to enhance your brand’s visibility, authority, and inclusion in AI-driven answers.
Scaling a SaaS business to $10M ARR comes with unique challenges: sustaining rapid growth while maintaining sharp, strategic execution. Singularity operates with that reality at the forefront, drawing on direct experience as founders and builders who understand the pressure of making every growth decision count.
This perspective shapes the company’s client partnerships. Singularity remains intentionally lean and founder-led, enabling the team to move quickly, collaborate closely, and make decisions that directly impact results. Every recommendation is grounded in hands-on experience rather than generic templates, reflecting deep expertise in search, content, and AI-driven visibility, applied specifically to the challenges and opportunities of scaling B2B SaaS.
Because SEO and GEO are deeply interconnected, Singularity only takes clients who need both. Controlling the technical and content side of SEO allows Singularity to maximize GEO results, since errors in one area can significantly affect the other. This integrated approach ensures that all AI-driven visibility efforts are built on a solid foundation.
Who they’re best for: B2B SaaS teams generating $1M–$10M ARR, typically with 5–30 employees and lean marketing teams that need compounding, pipeline-driven organic results. If you’re looking for a hands-on partner to act as your dedicated GEO task force, Singularity Digital is the right fit.
Core GEO capabilities: Singularity helps SaaS companies show up where AI models and search engines are pulling their answers from. That means:
- Making sure the right technical fixes are in place so content can actually be found and used by AI.
- Creating clear, well-structured content that connects your company, product, and expertise to the topics buyers search for.
- Earning mentions and citations in trusted third-party sites, so AI systems recognize your brand as a credible source.
All of this is tracked with a measurement system that shows how often your company is included in AI answers, how widely your coverage spreads across related questions, and how these results connect back to pipeline and revenue.
Evidence: Singularity has helped SaaS companies show up in the places buyers actually look when making decisions, such as: “best alternatives,” “pricing comparisons,” and “implementation guides.” Their clients have also been featured in trusted industry roundups and expert explainers that often get pulled into AI-driven answers. Beyond client work, Singularity regularly shares insights on how SaaS brands can be found and trusted in search and AI results, showing the depth and maturity of their approach.
Typical engagement: Singularity starts with a 90-day lock-in pilot to establish baselines and run high-value experiments. After that, they transition to 30-day rolling contracts, while continuing to plan quarterly roadmaps for scaling. Singularity blends technical SEO leads, content and entity strategists, citation managers, and data analysts to execute a fully integrated plan.
Watchouts: Singularity’s approach is best suited for B2B SaaS companies that are open to collaborating on high-value, strategic content. The team favors hands-on engagements with founders and internal teams, moving quickly to test and execute initiatives. Companies that operate in larger enterprise environments with multiple management layers, or those looking primarily to outsource large volumes of content, may not experience the full benefits of the partnership.
Dejan (dejan.ai)
Dejan AI emphasizes a tech-first methodology, focusing on algorithms and custom evaluation frameworks to enhance AI-driven visibility. Their approach leans heavily on modeling and optimization, offering a structured, data-centric perspective on content inclusion and citation.
Who they’re best for: Companies that prioritize experimentation and technical research into LLM behavior, especially in complex or highly technical categories. Best suited for teams comfortable driving execution internally while leveraging external expertise for AI insights.
Core GEO capabilities: Focused on AI retrieval testing, structured data, and technical implementations that help LLMs understand and evaluate content. Their approach emphasizes experimentation and developing frameworks for emerging AI surfaces.
Evidence: Public research, tooling examples, and practitioner experience bridging SEO and AI. Credibility stems from deep technical knowledge and experiments in LLM behavior rather than full-service implementation.
Typical engagement: Consulting-led, short-term or sprint-based engagements. Ideal for organizations that can execute content, PR, and outreach internally and need guidance on AI-focused experiments.
Watchouts: Dejan’s model is boutique and research-focused. Teams seeking hands-on, end-to-end GEO execution, including content production, third-party citations, and pipeline measurement, may need to supplement with internal resources or other partners.
iPullRank
iPullRank works with enterprise SaaS companies, focusing on technically complex sites and organizations with multiple stakeholders. Their approach leans heavily on technical SEO, structured processes, and data-driven content strategies
Who they’re best for: Enterprise SaaS with complex products, large websites, and structured marketing teams. They’re well-suited for organizations that need technical execution across multiple channels.
Core GEO capabilities: Deep technical SEO expertise, information architecture planning, and content strategy informed by data and analytics. Their focus is on scalable, process-driven programs that can handle enterprise-level complexity.
Evidence: Established history of technical SEO successes, thought leadership on AI Overviews and LLM-era content strategy, and engineering-driven execution.
Typical engagement: Retainers covering research, technical remediation, and content development, often spanning multiple quarters. Teams typically include strategists, SEO specialists and analysts.
Watchouts: Programs tend to be larger in scope and budget. Earlier-stage SaaS companies with lean teams should carefully align the engagement to available resources to ensure successful outcomes.
Seer Interactive
Seer Interactive serves larger SaaS companies and multi-market brands, combining deep analytics with cross-channel SEO and GEO initiatives. Their approach is well-suited for organizations that need data-driven insights and robust reporting to guide content and technical priorities.
Who they’re best for: Enterprise SaaS and multi-market brands that require integrated analytics, SEO, and cross-channel visibility alongside GEO efforts.
Core GEO capabilities: Data-intensive SEO strategies, analytics-driven content and technical optimization, and monitoring of AI surfaces (including AI Overviews) to measure and enhance visibility.
Evidence: Public research and analyses on AI search trends, combined with a track record of integrating paid and organic performance data into strategic recommendations.
Typical engagement: Enterprise-grade retainers covering analytics, SEO, content, and testing. Teams are multidisciplinary and process-driven, designed for scale and complexity.
Watchouts: Their programs are highly structured and resource-intensive. Smaller SaaS teams or those seeking a lean, GEO-specific partner may find the footprint heavier than needed.
GEO pricing for SaaS: What to Budget
While GEO can transform your SaaS performance, its pricing structure isn’t one-size-fits-all. Costs flex with your project’s scope, scale, and strategic needs, and agencies may charge differently based on their location, task complexity, services offered, and size. But, by understanding typical investment tiers and their deliverables, you’ll create more realistic budgets and select an approach truly aligned with your business goals.
- Strategy + Pilot
An entry-level option for validating GEO for your SaaS. Includes market research, assessment of current position, a 90-day testing plan, and initial results tracking. Delivers 2–4 focused areas and 6–10 specific experiments. Typical investment: roughly $3,000–5,000, depending on scope.
- Full-Funnel Program
A comprehensive tier covering every stage of the customer journey. Includes critical technical fixes, targeted content creation to build authority, and valuable third-party citations. Quarterly roadmap with weekly deliverables ensures steady progress, with measurable inclusion improvements by month two. Typical investment: roughly $6,000–10,000, depending on implementation speed and scope.
- Enterprise Build-Out
Designed for SaaS operating across multiple markets at scale. Includes custom tracking systems integrated into data engineering infrastructure, enabling a seamless brand experience across all digital properties. Leadership teams gain actionable insights through bespoke dashboards that visualize complex multi-brand relationships. Typical investment: $10,000+, scaling with scope and requirements.
What Drives Cost, and Where to Spend Smart
GEO investments vary in cost depending on the complexity of technical work, content production, and authority-building efforts. Understanding where to focus resources helps maximize impact while keeping budgets efficient.
- Technical and Content Investments
Complex technical fixes and high-quality content, including third-party citations, increase costs but also deliver the most durable impact on search visibility. Prioritizing these areas ensures long-term value from each dollar spent. - Leveraging Subject-Matter Experts
Access to in-house experts speeds up content creation and improves quality, reducing wasted effort and making experiments more effective. Investing in SME time can lower overall project costs while boosting results.
Balancing Automation and Authority
Automated content can save time but may underperform without credibility. Allocating budget to build genuine authority signals, trusted by both search engines and readers, ensures sustainable results, making investments in automation more efficient.
Checklist for GEO Vendors
Questions to Ask
- ☐ Show three experiments where AI inclusion was increased and how it was measured
Importance: Press for baselines, interventions, deltas, and revenue influence. This demonstrates the vendor’s ability to generate measurable AI visibility improvements. - ☐ Explain which entities and sources LLMs currently associate with your category and how they would change that
Importance: Tests entity thinking and third-party strategy, not just content volume. It shows whether the vendor understands how AI interprets your SaaS market. - ☐ Outline what will be tested in the first 30, 60, 90 days and what decisions those tests will inform
Importance: Good partners arrive with hypotheses and decision trees. This reveals their planning rigor and ability to make experiments actionable.
Proof to Request
- ☐ Annotated dashboards with inclusion rate, citation frequency, and query coverage (with methodology)
Importance: Ensures the vendor can measure outcomes properly. If they can’t explain the instrumentation, the numbers aren’t reliable. - ☐ Examples of structured content, schema implementation, and entity graphs
Importance: Ask for before/after differences and retrieval impact. It demonstrates technical execution and measurable effect on AI visibility. - ☐ Third-party placements that commonly seed AI answers in your category
Importance: You want repeatable playbooks with named targets, not one-off examples. This shows if the vendor can systematically influence AI inclusion.
Red Flags
- ☐ Promises of guaranteed AI Overview dominance or fully automated content at scale
Importance: Volatile AI systems cannot be guaranteed. Vendors making these claims are selling risk, not results. - ☐ Reports limited to rankings or traffic without AI visibility metrics
Importance: Wrong metrics drive wrong incentives. True GEO performance requires AI-specific visibility data.
☐ No clear stance on information gain, fact density, or entity clarity
Importance: If a vendor cannot define content quality, they cannot reliably produce it.
Pitfalls To Avoid
Even the best GEO strategies can stumble if you fall into common traps. Knowing what to avoid early helps you focus your efforts on actions that actually drive measurable inclusion and influence.
- Chasing the wrong traffic: If your content isn’t adding real value or isn’t relevant to buyers, AI won’t cite it, and neither will your prospects. Don’t chase clicks; go after influence.
- Working in silos: SEO, PR, and technical efforts need to reinforce each other. GEO only works when authority, content, and technical signals grow together.
Over‑templating content: Generic, formulaic pieces may lower your chance of inclusion. Specific, detailed insights are what make your content stand out
Bottom Line: Winning with GEO for SaaS
Generative Engine Optimization (GEO) agencies help your B2B SaaS company appear in AI answers that potential buyers actually read. To succeed, you’ll need to track how often AI includes your content, clarify your business identity with proper citations, and continuously test what works. Remember: a good partner should demonstrate real gains on topics that matter to your revenue and connect these improvements directly to your sales pipeline, otherwise, continue your search.
Next Steps:
- Get the tools to boost your AI visibility.
- Download the RFP checklist and start talking to agencies
- Bookmark the 90‑day GEO plan template to match it up with agency answers when you’re doing interviews.
Now you’re ready to hire an agency or start turning your content into the AI-cited answers that drive demos and closed deals.
GEO FAQ
GEO structures content, entities, and citations so AI consistently references your brand in decision-making contexts.
Look for agencies delivering measurable AI inclusion, repeatable citation wins, and clear impact on pipeline.
AI inclusion, citation frequency, query coverage, entity recognition, and assisted conversions, measured by topic and funnel stage.
Expect early visibility in 1–2 months; stable AI recognition and pipeline impact typically appear in 3–6 months.
Pilots: low five figures per 90 days. Full-funnel programs: mid–high five figures per month. Enterprise-level initiatives: six figures per quarter.
Yes. GEO builds on SEO foundations like crawlability, structured content, and site performance.
They prioritize relevance, authority, structured clarity, corroboration, recency, and alignment with user intent.
High-value topics, business objectives, KPIs, SME access, experiments, entity plans, and third-party citation strategy.
