SaaS & B2B

SaaS SEO measured in pipeline

B2B buyers build a shortlist long before they book a demo. We work on the searches and AI answers that shape it, then report what the work adds to pipeline.

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Why it is different

What changes when the buyer is a committee

B2B buyers rarely search once and sign. A shortlist forms over weeks or months and involves several people. The research starts well before anyone talks to sales, so search has shaped the shortlist by the time the last click takes the credit.

The searches that carry buying intent are few and hard fought. Category terms and comparisons are contested by well-funded competitors, and some of the pages ranking for them are review sites and ‘best tools’ lists you do not control. Buyers now ask AI assistants for shortlists too, and those answers lean on the same third-party sources.

So SaaS SEO has to be judged on pipeline. Traffic that never becomes a demo or a trial is a line on a chart and nothing more. The work goes where buyers are closest to choosing.

How we work

How a SaaS engagement runs

Audit & Diagnose

We map the searches your buyers make from first problem to final comparison, and check which ones land on a page built to convert. Then we ask AI assistants for a shortlist in your category and note who they name.

Audit & Diagnose

Strategy & Roadmap

Priorities set by how close a search sits to a demo. A comparison query with modest volume can come before a popular blog topic, because the people searching it are already choosing.

Strategy & Roadmap

Priorities set by how close a search sits to a demo. A comparison query with modest volume can come before a popular blog topic, because the people searching it are already choosing.

Strategy & Roadmap

Priorities set by how close a search sits to a demo. A comparison query with modest volume can come before a popular blog topic, because the people searching it are already choosing.

Execute & Adapt

Commercial pages rebuilt around the questions buyers ask on the way to a demo. Then authority for those pages, earned through digital PR that gives journalists a reason to link.

Execute & Adapt

Commercial pages rebuilt around the questions buyers ask on the way to a demo. Then authority for those pages, earned through digital PR that gives journalists a reason to link.

Execute & Adapt

Commercial pages rebuilt around the questions buyers ask on the way to a demo. Then authority for those pages, earned through digital PR that gives journalists a reason to link.

Measure & Compound

Demo requests and pipeline from organic search, matched to your CRM wherever the tracking allows. AI visibility is tracked beside it, since that is where some shortlists now start.

Measure & Compound

Demo requests and pipeline from organic search, matched to your CRM wherever the tracking allows. AI visibility is tracked beside it, since that is where some shortlists now start.

Measure & Compound

Demo requests and pipeline from organic search, matched to your CRM wherever the tracking allows. AI visibility is tracked beside it, since that is where some shortlists now start.

What you get

What the work produces

Buyer search map

Every search your buyers make on the way to a demo, sized and matched to the one page that should answer it.

Buyer search map

Every search your buyers make on the way to a demo, sized and matched to the one page that should answer it.

Buyer search map

Every search your buyers make on the way to a demo, sized and matched to the one page that should answer it.

Competitor and review-site audit

Who owns your category terms today, review sites such as G2 and Capterra included, and which of those sources AI assistants quote.

Competitor and review-site audit

Who owns your category terms today, review sites such as G2 and Capterra included, and which of those sources AI assistants quote.

Competitor and review-site audit

Who owns your category terms today, review sites such as G2 and Capterra included, and which of those sources AI assistants quote.

Commercial page plan

Which comparison, alternatives, use-case and integration pages to build or fix, each with a brief your team can write from.

Commercial page plan

Which comparison, alternatives, use-case and integration pages to build or fix, each with a brief your team can write from.

Commercial page plan

Which comparison, alternatives, use-case and integration pages to build or fix, each with a brief your team can write from.

Technical audit

The marketing site checked for crawl and rendering problems, and kept cleanly separate from the app and help centre. International set-up reviewed market by market.

Technical audit

The marketing site checked for crawl and rendering problems, and kept cleanly separate from the app and help centre. International set-up reviewed market by market.

Technical audit

The marketing site checked for crawl and rendering problems, and kept cleanly separate from the app and help centre. International set-up reviewed market by market.

AI search readiness

What AI assistants say about you and your competitors when a buyer asks for a shortlist, and which sources those answers draw on.

AI search readiness

What AI assistants say about you and your competitors when a buyer asks for a shortlist, and which sources those answers draw on.

AI search readiness

What AI assistants say about you and your competitors when a buyer asks for a shortlist, and which sources those answers draw on.

Pipeline reporting

A monthly report that starts with organic demo requests and pipeline, then works back to the rankings and AI visibility behind them.

Pipeline reporting

A monthly report that starts with organic demo requests and pipeline, then works back to the rankings and AI visibility behind them.

Pipeline reporting

A monthly report that starts with organic demo requests and pipeline, then works back to the rankings and AI visibility behind them.

Proof

Case studies are coming soon

We are preparing case studies for SaaS and B2B teams with our clients. To see how we would approach your site, start a conversation.

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Engagements

Where to start

If you have a capable marketing team but no senior SEO, a Fractional Head of SEO sets the roadmap and owns the priorities. If you would rather run the work yourselves, start with an SEO Audit and a plan your team can follow.

See all six engagements

FAQ

Common questions

Answers to what most people ask before we start. If yours is not here, get in touch.

Our blog gets traffic but few demos. Why?

Informational articles reach people at the start of a problem, well before they are choosing a tool. Demos tend to come from pages closer to the decision, such as comparisons and use-case pages. We check whether those pages exist and rank, and whether the blog sends readers towards them.

Our blog gets traffic but few demos. Why?

Should we build comparison and alternatives pages?

Where buyers search for them, yes. They reach people at the point of choosing. We write them to be useful, including where a competitor might suit a buyer better, because a comparison that only praises you persuades nobody.

Should we build comparison and alternatives pages?

How do you measure SEO when deals take months to close?

In two layers. Leading indicators come first, reported monthly: visibility for commercial terms, mentions in AI answers, organic sign-ups and demo requests. Pipeline and closed revenue from organic search follow, matched in your CRM as deals close. You see progress early and the commercial result when it lands.

How do you measure SEO when deals take months to close?

Does AI search matter for B2B software?

Yes. Buyers ask assistants to compare tools and suggest shortlists, and the answers draw on review sites and comparison articles as well as your own pages. We track what assistants say about you and your competitors, and work on the sources they cite.

Does AI search matter for B2B software?

We sell in several countries. Can you run SEO across markets?

Yes. International work starts with deciding which market gets which page and how each language is signalled to search engines. Content is then written for how each market searches, which is rarely a straight translation.

We sell in several countries. Can you run SEO across markets?

Ready to be on the shortlist before the first sales call?

One conversation with the person who would actually do the work. No juniors, no handoffs.