#494 AI SEO for SaaS: How to Rank #1 on LLMs (ChatGPT, Claude, Perplexity, Etc.)

Speaker A: According to research by winter, more than 60% of B2B buyers are using LLMs and search uh together when it comes to evaluating software. So if your SaaS isn't showing up and being recommended when these dream customers are searching on ChatGPT, Claude Perplexity, or any of the main LLMs, there's a good chance you're missing out on inbound leads and customers. But don't you worry, because in this video I'm going to share the exact system we're running for 40 plus SaaS. Clients like RB2B, Fibla, uh, Proposify, Eventsa, uh, and many many to get them consistently recommended in AI search tools. Oftentimes as quick as 90 days, I'll cover exactly how you can find your money, keywords and prompts, how to craft pages LLMs actually pull from, um, how you can earn brand mentions so you get recommended and AI results and how to put it all into one winning system you can start actioning today. Let's get into it. Real quick. Are you tired of seeing competitors above you in Google's organic search results and AI search? Every time dream clients are searching for your solution, your software, comparing vendors, or looking for problems that you solve? Meaning those competitors are stealing traffic, mindshare pipeline and revenue just because they invested in an SEO program. We fixed that at breaking B2B with an unusual approach to SEO and and content marketing for B2B and SaaS companies. Why not book a call to see if we can start driving pipeline in revenues as quick as 90 days with our uh, different approach? Head over to breaking b2b.com to grab a call. I look forward to chatting to you soon. Back to the episode. First off, many of your target buyers will be starting their research process inside an LLM before they even open a browser or tab. Meaning they could fire up Claude Perplexity. Check out Google AI Overviews or another AI tool and do that initial research. From trying to solve a problem to then looking for specific software that matches their use case, their requirements, their needs, their budget and much much more. And then eventually evaluating and comparing the software options all before ever speaking to a sales rep. Meaning that if an LLM isn't recommending your software or solution, when these dream customers are doing their evaluation, research and comparison, the chances are your competitors are eating your lunch and you're missing out on getting onto that all important shortlist when your dream customers are looking for for software like yours. And to make this more concrete, here's a quick example. Back in the day, if a VP of sales needed software for their team, they might just go onto Google and search best proposal software, scroll down, check out a few of the organic blue links, click across a few and then inquire or book a demo with a couple of those softwares. But now the game's completely changed. That VP of Sales probably fires up ChatGPT, Claude or the AI tool of choice and probably types in that exact situation and use case. So I'm a VP of sales, I'm managing a team of three, 30 sales reps. Maybe we're in the fintech niche. We need a quick and easy to use proposal software system. This is our budget and we need a quick onboarding. As you can see, the prompt the search is way more detailed than a classic Google search. And once they enter those details, the LLM is going to spit out some recommendations for brands they should check out that hit their criteria. So if your SaaS gets recommended, then you're going to make that shortlist. If not, you've missed out on a potential lead and your competitors, as I say, are getting a free lunch every single time. And you're missing out on that visibility and that inbound pipeline opportunity. Now one thing that's worth noting is at the time of recording this, Google still has around 90% of the share of search. And although there is a lot of hype out there, especially on social channels like LinkedIn and others, the AI search AEO Geo LLMO is a brand new thing is completely different to SEO. The good news is from our experience working with 40 plus active SaaS clients, a lot of what works in classic SEO carries through to A and AI search, which is what we're about to dig into. And last up, let's be real, most of us as marketing leaders, as founders, as revenue leaders, ultimately we're running SEO. We're running a, uh, running AI search because we want to feed our team leads, we want to drive signups and ultimately we want it to contribute to, towards revenue. And the good thing is, although a lot of the time LLM searches, AI search tool searches don't actually resolve in a click because they're giving recommendations directly in the feed as opposed to making you click out to a site. Ahrefs recently ran an interesting study where they showed that 0.5% of AI traffic actually drove 12.1% of their signups. And this shows that LLM traffic can be pretty small, but oftentimes with really high buying intent behind it. And the reason being, as we just talked about, a lot of these users are going to be pre qualified because they've done all their research, evaluation, comparisons and more all inside the LLM before they eventually head to your website. So how long does it really take to show up, start getting recommended, start driving results, pipeline leads and revenue from AI search and LLMs. Well first up let me set some expectations because this is probably one of the most common questions that our team gets. So getting consistently mentioned on AI tools like Claude, Perplexity, ChatGPT, Google AI overviews and similar tends to happen after you've done a lot of the foundational SEO groundwork around building out your strategy, around building out your research, jumping into the strategy and getting the fundamental content pieces onto your website, making sure your website is technically sound and then off page activities. So earning brand mentions from niche relevant external sites, link building, digital pr, being active on review sites, communities and more. But depending on how fast your team moves or your agency or contractor, uh, running the SEO AI search program for you moves with the right strategy and speed of execution, you can see an impact here quick as 90 days from firing up works and publishing to your site. And that's exactly what we did at breaking B2B. It took around three months of doing the right activities before in our case we started being consistently mentioned when marketing leaders, founders and similar were looking for SaaS, SEO and AI search agencies for us to be recommended. But with that said, some foundational content work uh, can start driving results quicker than you might think. Think for example if you've already got pages that are ranking on Google, but perhaps not ranking top or being cited in AI search tools. A quick refresh content update, making sure the page is technically sound and earning some brand mentions or backlinks can often start moving the needle on LLM visibility pretty quickly. As well as that net new pages targeting the right money, keywords or prompts can also start getting your brand recommended and getting that all important visibility in front of those high sales intent buyers quick as 90 days. So I'd definitely be skeptical of those promising overnight results. Each piece of thought out net new content you publish, every structured update you make, every brand mention that you earn is going to compound over time building up and up and that's what makes it sustainable over time and is the reason that so many smart marketing leaders, founders, revenue leaders and more run SEO and AI search to get those compounding results as well as reducing their reliance on paid ads with the constant rising of cost per click and um, because many of us are selling high ticket software or solution which isn't an impulse buy and that's why being consistently recommended in LLMs, Google Organic Search AI search tools each and every time your dream clients go to them to do their research, do their evaluation, to do their comparisons. If your brand can be consistently recommended, then you can get into that all important shortlist, win the mindshare game, get in front of those multiple stakeholders and start ramping up that all important sales pipeline and over time your revenue with a solid SEO and AI search program. Real quick if stage during this video you think you'd rather have a team fully manage the program for you. From strategy through to research, execution, reporting and ongoing support focused on driving pipeline and revenue for your SaaS. Then grab a call with our team over at breaking b2b.com or hit the first link in the description below. We can chat through exactly where you're at today, where you'd like to get to and see if we're a good fit to start driving results for your SaaS company. Right back to the video. All right, let's dig into the actual system and it all begins with research, but not random research for the sake of it. We're talking about figuring out what your dream clients actually search or prompt on an LLM or Google when they're in that all important buying window. We call these money keywords or money prompts and this is talking about what is that 3 to 5% of your total addressable market looking for when they're in market for for software or solutions like yours today, AKA directly looking for the platform, the tool, the software, maybe comparing options, looking for specific use case, looking for an integration, doing their late stage evaluation, maybe looking for alternatives to the incumbent vendor they're already with. All of which shows that they have the motivation and are likely to become a sales opportunity if we can get our brand recommended. And these are also known as bottom of funnel searches or prompts. What we don't want to fall into is what I call the traffic trap. Trying to get traffic at all costs where someone might be searching for something informational based without any intent to buy software like ours. And these are real top funnel informational queries. For example how to build a website, what is a CRM or even what is SEO or what is AI search? The reason being these folks are well too early uh in the journey. Could even be students trying to learn the niche. They're not going to be solid sales opportunities for your company. We want to collect active demand not for tire kickers, but for dream customers who already know they have the problem, are motivated or actively Seeking out software like yours. So that's why I'm going to share my money keyword matrix and money prompt matrix so you can just copy the blueprint. And something that's really going to help you here is if you've got solid customer research already. So going into this, knowing things like exactly who your ICP or IDLE client profile is, what industries you've historically sold really well into internal jargon, what dream clients actually use to describe the problem you solve, your offer directly and much much more. Knowing your differentiators in the marketplace, why customers choose you over competitors, knowing the common competitors customers actually switch to you and the exact reasons why. Knowing why customers nearly don't choose you and any reasons they might be on the fence that you can leverage. Knowing about your time to value with your product and of course the main results, outcomes and all that good stuff folks experience when they choose your SaaS. And the beauty of where we're at today is you can leverage AI and tools to do this for you. So pulling from sales calls, recordings from your sales call, softw, whether that's Fathom, Gong, Fireflies or whatever else, it is the same for customer success calls and support calls. These are absolute gold mine. And what you can do is you can even connect your sales calls, your customer success calls, your support calls directly via MCP to a platform like Claude or ChatGPT so you can build an ever growing knowledge base. This is exactly what we do at breaking B2B for ourselves and many of our 40 plus active SaaS clients so we can build an ever evolving product knowledge base, customer research knowledge base, support knowledge base and much much more. Which is not just amazing for SEO and AI search but but it's amazing generally to improve our product, serve our customers better and consistently improve time to value. And once you've got it running you can query it directly eg you can jump into Claude and ask check out my last 90 day sales calls on Fathom or Gong or Fireflies. What were the most consistent pain points that come up? How do folks actually refer to our solution? What was the main winning criteria? What were the main companies that folks were moving away from or that evaluated us against? And that's going to be gold dust for this money keyword and prompt matrix. In fact, a lot of what I'm about to share you could prompt with your AI platform or tool of choice. So depending on whether you want to handcraft this money keyword matrix and prompt matrix with a Google sheet, which is what I did back in the day, or whether you want to use an AI tool to just prompt and then build out for you. Either works absolutely fine. So column one is every way that a dream customer could refer to your solution. It could be the category, it could be the software, the tool type, the platform type, or beyond. And this is why the research and pulling from sales calls, support calls and more, and building your own AI knowledge base makes it so much easier because you can query from there directly and it's thinking about every variant that a prospect could use to describe your offer. That's why customer research is so important here. So if you're selling HR software, it could be something like HR software, HR tools, HR platforms. If we're selling a uh, customer success solution, it could be customer support software, customer support tools, customer support platform, customer success tools, platform and software could be abbreviated to cs, CS tools, CS platform, CS software. All the different variants, all the different ways that can you, that someone can refer to your solution when they need it. Column two is all the industries and verticals you serve, uh, best. Not the ones you'd like to serve, but when you dig into your CRM, the ones that uh, you've historically sold well into, that pay you well, that are motivated, that have the problem, you solve and are motivated to solve it. So dig into your CRM, get the data here and note down those industries, it could be HR, FinTech, sales teams, sports, construction. Again you're going to have the data, your team is going to know this a lot better than me. So note down all those industries, verticals and more that you've historically sold well into, you enjoy working with. They have the problem to solve, they're motivated to solve it and they drive good revenue because you want to replicate them and you want to drive more of them. Column three, this is a big one for software and SaaS. This is your main competitors, the ones that come up almost to an annoying level, the ones that you constantly get evaluated against, or the ones that customers often switch away from to yourselves. So I'll use our client RB2B as an example here. RB2B provide visitor identification software. So RB2B's competitors could be folks like warmly factors, AI lead, feeder, lead forensics, and many, many more. We'll work out all those competitors, we'll dig into the sales calls, we'll dig into our AI knowledge base and we'll list every competitor that we get stacked up against or that folks move away from to us. And if you want to go one up, put a little note against each one saying this is specifically why Our customers tell us that they move away from them or these are the reasons why when they're doing evaluation, they eventually decide to sign up with us. Is it around pricing? Is it around features? Is it time to value? Is it their customer support or success dropped off? Is it something else? Note it down. This is going to be useful for your SEO and AI search work. Also going to be good generally if you're B2B marketing. And uh, last up column four is your dream clients jobs to be done. And once again I'm ringing on that customer research bell because this is where you can leverage those pain points and position your product as the new better way. So these aren't generic questions that might get wiped out by AI overviews like what is a KPI? Or how to build a website. You know the ones that get eaten up in Google with an AI overview summary. Or when you search on ChatGPT or Claude or similar, you get a full detailed response. You don't see brands recommended, you just get an answer to your question. Well we're talking more specific than that. We want real pain point orientated queries where we can actually look to position our product as the painkiller and as the right choice. So for example, if we sold proposal software a bit like our uh, client proposal fight and we knew that a big pain point was that uh, many folks are currently getting the job done today in Google Docs and they're frustrated that proposals aren't professional and don't convert. Uh, it could be something as detailed as how to build a proposal in Google Docs that looks professional, gets open and converts. So if we that those three things were very specific, what our dream clients are struggling with and where they want to get to and that could be something we target. And if you want to get fancy, you can add on a fifth column. And this is super good for many SaaS. This could be integrations. So if you know that your target customers are uh, looking for specific link ups or integrations. For example, for our attribution SAS client Fibla, building out integration guides to match the query how to connect Google Ads to HubSpot for company level attribution. If we know that's something our dream customers are actively seeking out, why not build them a how to guide? And then within that guide we can say look, this is why it's important. This is a manual way of getting it done that will take X amount of hours time, it may not work perfectly or you can just use our software, see super quick time to value and sign up for free today. So there we have it. Now you've crafted your money keyword and money prompt matrix. But you might be thinking, Sam, some of these keywords prompts are going to be super difficult to rank. For example, trying to rank for a brand new site for things like best proposal software or best HR software, best calendar software. That was in column one. Yeah, I'd agree that's gonna be difficult. There's probably huge giants that have been doing SEO and AI search for many years. We're starting at the bottom here. They're right up here because they've been investing in SEO programs on page work, off page work, and much, much more for many years. So that's going to be a long term bet. Instead we want to combine our um, money keyword columns together to make long tail money keywords and prompts. So for example, long term, yes, we might try and rank for best proposal software, but in the interim we'll go for lower difficulty keywords and prompts that are longer tail. So for example, best proposal software for sales teams, HR teams for fintech and beyond, whatever those money niches are that make sense. Oftentimes these searches will have less traffic volume but still have good buying intent behind them. Don't always get put off by what SEO tools show you as high traffic, because oftentimes the search terms with high traffic can be more informational based as well. So we're focused on commercial value, what our dream clients actually look for when they have that buying intent behind them. And again look for other variations. So in our Competitor tab, in tab 3, we put all the competitors that we get stacked up against that folks move away from and hopefully you put some reasons why next to each one. So there's so many ways you can chop it when it comes to competitor content. So in the visitor identification space it could be things like warmly alternatives, warmly pricing, warmly reviews or warmly or a direct comparison might be warmly versus lead feeder. And then if we're doing this for RB2B, we might have in brackets versus RB2B and we can do all those variations for every single competitor we know that we get stacked up against or that folks, folks have historically moved away from. And to us, uh, the same thing with the jobs to be done with a problem centric column, work out all those bleeding neck frustrations that folks maybe try to do in house, struggle with as crisp and specific as possible and work those out. And likewise the same on the integrations or link ups that your target customers are looking for. And as a quick example, here If I search on Ahrefs lead feeder alternatives we can see keyword difficulty 0. So in theory this is a great one to target especially if we're new to SEO AI search because it can rank super fast potential global search volume 600500 in the US decent volume behind it again low difficulty so it can rank super fast. And these are some of the money keywords you want to prioritize early on in an SEO and AI search program for a SaaS. If I do a quick search for lead feeder alternatives we can see RB2B our client recommended in the AI overviews here and likewise ranking top in the classic search results with our lead feeder alternatives list goal based article. And if we go a bit more detailed I search best hockey stack alternatives for LinkedIn ads attribution we can see our client Fibler recommended here and we only started working on the SEO and I search program a few months back and likewise ranking top in the classic Google organic results and likewise if I head on to ChatGPT and do a different style of search for what is the best proposal software we can see our client proposify recommended near the top right here. And the reason we focus on these money keywords, these high buying intent prompts mentioning software like ours, uh looking for specific use cases, requirements, integrations, comparison searches or competitors meta searches is because they're at the bottom of funnel. What often happens is when you search these on an AI tool like ChatGPT, these bottom of funnel money keywords and prompts trigger something called grounding meaning a tool like ChatGPT might pull from Google so it does a deeper search. And in return when someone's looking for these bottom of funnel queries like a specific software requirement, use case integration, a comparison search or otherwise grounding gets triggered. It pulls from a platform like Google and then actually recommend brands. So when you nail SEO and AI search with the right system, your company can start getting consistently recommended and getting on that all important shortlist in front of your dream customers. And something to double tap on is especially if you're starting out SEO and AI search for your SaaS going after those low keyword difficulty, often low volume longer tail money keywords is way more beneficial than trying to uphill battle go for super high keyword difficulty higher traffic stuff because oftentimes those lower keyword difficulty, lower traffic volume, high intent searches can rank quick as 90 days with the right structure, format and process. And once you've exhausted your money keyword and prompt matrix, you've got all of those potential entry points that a dream customer could look for when they're in market for a software solution like yours or comparing options or similar. You've got to work out what type of page you need to build on your website to match the intent of that prospect. So you can start getting recommended with your own content on AI search and likewise on Classic Google Organic. And a super simple way to do that. Just search for for the prompts on AI Tools and on um, Classic Google Search and see what type of page is consistently brought up. So for example I searched here. What are the best B2B visitor identification tools? We can see our client RB2B recommended by the top and if I look at the types of pages that are actually cited, I can see a lot of listicle based articles I. E. We evaluated the top 10 best visitor identification softwares of 2026 or generally speaking we reviewed the best X next tools, softwares or platforms of the year and you can see that's the case. We can see SaaS, hackers, we can see the actual owned page we built on RB2B and we can see a bunch of other list based pages. This was historically called assessing the intent where you'd look for your money keyword on Google Search and then see what are the most consistent types of pages that are there and then build a best in class one on your own website. It's not all that different when it comes to AI uh tools. Look at the types of pages that are consistently cited from. Think of this as a fishing competition. If you want to win the competition and catch as many awesome fish as possible, then it's almost a cheat code. If you've got as many of the right types of lines in the water as possible, rather than just one line, why not have multiple lines in the water? So in theory you can bring in as many juicy fish. You can win that competition and blow away competitors out the water. What's the same thing here? Think of your website as a foundation. I don't know about you, but I'd much rather AI LLMs, um, pull from my own website rather than another. To start with, being featured and mentioned as other sites is part of the process. But to start with, we need to make sure our foundation is in order. Once you've nailed those money keyword and prompts, building all those potential lines in the water that net new content working out for each money keyword and prompt. What type of page does AI often pull from? The same for Google Organic. What is consistently shown top there? Ah. And then review. Is it a listical based page like we reviewed the top best X softwares of 2026. Is it a landing page? Is an integration page, An ICP page, A how to article, a comparison comparing two or three three options? Or is it something else? That's the starting point. Work out what type of page you need to build and then benchmark against what's ranking top, what's consistently cited now and then look to blow that page out the water at every angle. So one mistake I see time and again from SaaS, marketers, founders, revenue leaders and more is they want to focus on net new. Let's do more new content, let's build more new backlinks, let's build more brand mentions, let's get featured on these other sites, let's ramp up our review sites. And yes these can all be great taxes tactics. But what's often overlooked if you already have content on your website, your website's been around a little while, maybe you did a bit of SEO in the past. There's often quick wins that you can grab before you worry about anything that new. So this is all about assessing what you've already got on your website. Anything that has commercial value. Maybe it historically ranked top of Google but it's dropped down a bit. Or maybe that page is not being cited in AI search results. So this is all about identifying those commercial potential pipeline driving pages that can be awesome candidates for a content refresh, content update, maybe some technical work, uh, or maybe driving some brand mentions and backlinks to to get that uptick so then they can start being pulled from in AI search results and also ranking top in Google Organic. If you've got some of these commercial pages that you identify they can be one of the quickest ways to see an uptick in inbound leads demos pipeline quick as 90 days, sometimes faster. So as an example for our client rb2b.com in the visitor identification software space we could use a tool like href or any SEO tool that you run. You can hit the opportunities tab. You can go for low hanging fruit keywords. You can then filter the intent to commercial uh and transactional. So we're focusing on those buying intent money keywords and prompts. Then we hit the position tab. We start with the closest to the top. As a quick example for RB2B I could go to this clear bit pricing page which if we open up now we can see it's an alternatives article. So it's a list goal based article. We compared the 11 best clear but I alternatives it was last updated looks like just over two months ago at the time recording this. So we tend to recommend refreshes every three months or so. So next month this might be a great candidate to update and start being cited in both AI search and ranking top of Google Organic. Uh, there's a few things to bear in mind. Google's framework, the old EEAT Experience, Expertise, Authority, Trust is great. AI search tools also love freshly updated content and content that has unique research insights and data points. So a few things we can do this article seems to have top line up up front right away like how to choose the best alternatives to clear bit. It's got a comparison table with imposition. RB2B is number one backed by customer research, show the product in action and beyond. But what we could do perhaps is add a bit more depth on each product. So RB2B, we've got the pricing, we've got the pros and cons. Maybe you look to add some more granular depth Both on the RB2B section and then the other competitors that we've got the analysis uh, and review of here, perhaps we benchmark this against what's ranking top right now. So maybe the top ranking article is has actually got 15 alternatives. So we ramp ours up to 16. That way we get the update. We can put in the last updated uh, section here in the author bio so we can say last updated July or August or whatever time we decide to make the update. We ramp up five extra tools. Maybe we also look to add an extra value add at the end so we could add an FAQ section to the end of this article which could handle common questions that we actually get on sales calls, links back to our customer research ecosystem. We're building from ourselves our CS and support calls. So maybe there's specific questions around Clearbit and RB2B that have been raised in the past that we can then leverage in an FAQ section. So it's actually going to resonate with our target customers. Then we can make those targeted updates after benchmarking what's ranking top, looking for the gaps, looking to blow out the water, making those structured, thoughtful updates, seeing how then it impacts the content in the next 30, uh, 60, 90 days and then potentially driving some backlinks and brand mentions to that page. And really this is all about making a prioritized list of those commercial pages that are likely to drive leads, demos, book calls, signups or whatever your conversion point is and making that prioritized list. So perhaps these pages historically drove signups, leads or booked calls for your company. So you can make a list of them because you knew they previously performed well, perhaps you know that they have commercial intent behind them. So just good candidates and they've been consistently lagging at the bottom of Google page one or not being pulled in AI sources. So again you make a list of those and they're great candidates for the next month to three months worth of refreshes and updates and other things we see work really well for page updates is having the author bio and also adding the the published date Giving a quick summary. AI tools actually only tend to pull certain pieces from your content. So having a quick summary up front so AI tools and LLMs don't have to pull from the whole article, they can get a quick insight into what the article is about. Doing a mini short list. So in this case if it's a listical based article you can have a mini shortlist up front position your product is number one, do a smaller shortlist of the other alternatives a more detailed summary of in this case it's a hockey stack alternative page and article. So talking about so talking about why you might seek out that alternative then the social proof side, why trust us with customer quote? Maybe a customer review video Talking about the competitor platform here with a screenshot why you should consider alternatives pros, the cons, then the full comparison table. Again AI tools love to pull from these comparison tables and then doing the evaluation list. So positioning your product is number one. Showing the product in action, the visuals. Maybe you've got a gif of the time to value. Maybe You've got a YouTube video embed. It works super well for Google, Google Organic and can be pulled into AI search. The key features, pros and cons, ratings, pricing and then a fair comparison of the other tools. And like I said you could have an FAQ section right at the bottom if you wish which could add some more depth. Other things that can help is making sure you've got five plus internal links to relevant pages to and from to and from your page, plenty of social proof customer quote review videos, testimonial videos showing your product in action, making sure if you are reviewing other tools and platforms that your team actually understands exactly what they do. Information is fact, actually correct and they've actually reviewed them and also adding any unique data, stats or similar that you've got. As AI search loves to pull from unique insights and such. And like I say many SaaS clients we partner with that have already got some content on the website. Perhaps they've done SEO historically. This can be one of the quickest wins prioritizing. What are the great candidates? What are those pages we've already got? Could be landing pages, could be listicles, could be vertical pages or otherwise that have that commercial intent behind them, have that buying intent, but they just need an update. They ranked up on Google and start being called in AI searches. So we can see an uptick in pipeline in the first 90 days of working together. And then to go in a bit more depth on the AI search, the AO side of things, you can use your analytics tool to actually track LLM sessions and see which pages these users are landing on. Look at the pages that keep showing up and keep getting cited and being pulled from in AI search and lms and reverse engineer what they're doing well look to blow them out the water. It could be the FAQs, it could be better topic coverage, it could even be the topical focus or the type of page, or the intent behind the page, or the structure is completely different. So it needs work. For example, we've taken on SaaS clients that have used the same FAQs throughout a bunch of different pages and many of those FAQs on the pages were not actually relevant to the specific topic of each individual page. So in that case we use a tool called also Asked, which enabled us to map out a uh, conversation tree for each page and topic. That means we can actually cover the user's main query first and it allows us to add real follow up questions that prospects would likely ask an LLM. So it means within that same page we've got general FAQs, then FAQs that go on a deeper level to the follow up questions that customers actually ask us on those sales calls and CS calls. Because as you know, if you've used an LLM yourself, it's rarely one question job done. So we're basically hitting the intent in way more depth and detail here because as you know if you've used AI tools, you've probably started with an initial question and asked a bunch of follow ups right through until you eventually make your short list of potential brands, softwares or solutions to evaluate. And we've seen as much as 500% LLM growth just by following that specific strategy. So once you've nailed down your quick wins with updates, refreshes and similar to existing money content, then we need to look at net new content. And um, right now across our 40 plus active SaaS clients list, goal based articles are some of the top performing when it comes to content on your website. And when I say performing to actually rank top of Google Organic and to help with brand recommendations inside AI search. As a quick example, if I search something fairly specific specific like the best proposal software for agencies we can see our client proposed by recommended chat gbt and likewise if we look at the sources where it's actually pulling from a lot of these are uh listicles like we reviewed the best proposal softwares of 2026, a couple Reddit ones and a bunch of other listical based articles reviewing proposal software. And likewise if I search the same thing best razor software for agencies on a Google search we can see in the AI overview proposal if I recommended first here and again we can see some of the sources on the right hand side pulling from the these listicle based articles. And likewise if we look up something quite detailed like best stream Data alternatives for LinkedIn ads attribution very specific, there's some good buying intent behind it we can see our client Fibler recommended top here in AI overviews and also top of Google Organic classic search. So let's break down the structure of one of these listicle based pages. So typically you have the money keyword in the URL itself. So we've got here fibla co blog/then money keyword dream data hyphen alternatives got the money keyword in in the H1 so only one H1 per page and we've got the best stream data alternatives there you can have the author bio and the publish date. You'll also see as we scroll we've got a fixed CTA on the left hand side so folks can easily grab a free sign up. Yours could be request a demo or trial or whatever your conversion point is or booked call. And it's also got a nice visual in their case the fibs icon, the fibs mascot and actually says proof paid ads drive pipeline. It explains Fibla's value prop and then has the standout colored CTA. So that's the H1 after the heading. We've got a quick summary. So again as we talked about earlier we're we've got this quick summary because AI tools aren't pulling all the content, they're not digesting everything, they're just pulling chunks. I just want to give a quick summary of what the article is about. We want a mini comparison table. Again LLMs love structured data like this to pull from. So we've got Fibler position number one and then two other alternatives, the dream data. Why should you look for a dream data alternatives giving a summary here? Why trust us? Uh, big for social proof and some client quotes and testimonials. You could have some YouTube video testimonial embeds as well. Quick summary of what dream data is in this case why you should look at an alternative again back this by customer customer research and what you're hearing on sales and CS calls. Then the full comparison table again that can be pulled into AI tools and then digging into the full list. So positioning your product is number one but not being biased and just saying that you're amazing but actually saying look this is why folks choose us clearly detailing your positioning. This is exactly who we're a good fit for. This is our main market because you want to control the narrative and you want to make sure that when you're mentioned actually AI tools actually talk about your positioning in the marketplace I. E. With SMBs or women market or with enterprise and similar and making sure when you go into off page SEO&AI search Other websites talking about your product or solution are actually giving the same positioning that you are on your website. So all lines uh up and you can get the consistent brand mentions along with who you're actually for and then talking about the pros and cons, key features showing your product in action, clear visuals, maybe showing the aha moment your product clicks into play, maybe some video examples and similar ratings pricing and then a fair comparison of all the other options below going through those making making sure you have actually fact checked them, you've reviewed them properly and you could also add FAQ section at the bottom if you wish. Other point is making sure you've got solid internal linking so five plus internal links to and from the page to relevant pages whether that's other vertical pages, landing pages integration pages that makes sense but let's flip the script a minute. We know that listicles are ranking super well right now both in Google organic search and AI tools when it comes to folks looking to looking for best software solutions tools platforms looking for for comparison search looking for alternatives and pricing based searches and similar but let's say a ah landing page is ranking well in Google and also being pulled into AI search results. So I'm showing one of our own Pages here for B2B SaaS SEO agency to flip the script and a landing page format I like to use similar kind of things so money keyword in URL uh money keyword and H1 having a solid above the fold section. So I like to include a uh YouTube video embed seems to give a little boost in both engagement could prompt people to check out more of our YouTube videos we which is great, builds a level of trust, seems to give a bit of an unfair advantage especially in Google organic search. Clear CTA's above the fold, plenty of social proofs. Then we've got we're trusted by 50 plus SaaS brands with also you can click through onto each icon to take you to the specific case study. We show our pricing up front. We do a problem agitation solution framework. So off the shelf SEO AI search won't cut it. Here's why, here's our pricing, here's how we actually fix that problem and deliver results and kind of share our process, what actually works, dive deeper into the program and how it works. Plenty of social media social proof. So in our case we're showing real client review videos like the problem they had, why they chose us, uh, the results they've seen, the time to value etc and a bit more about how it works. And then some more social proofs and client quotes, some FAQs, then another CTA. So all this to say once you've worked out what your money keyword money prompts are, uh, worked out what the intent is. So what type of page you need to build, what's being pulled consistently into site, what's being cited consistently, AI search results and what's ranking 1 on Google. So I know the type of pages, an article, a comparison, a listicle, a landing page of earth article page or something else. So I know the page, benchmark it against the competitors, what's ranking top now look to blow that out of the water in every single angle possible, make yours more trustworthy, more useful, more helpful, position your product as a painkiller, plenty of visuals, make sure the content rank, make sure the content actually resonates. That's why we link back to our customer research and our knowledge base that we're building and then make it super easy to convert. Uh, no matter where on the page someone is, they can grab a call, grab a demo or sign up. And if you're thinking right now we're a smaller SaaS, maybe we're a small market marketing team and we've got absolute giant competitors with tons of tons of cash and funding. You actually have a huge advantage as a smaller team, as a perhaps a uh, smaller or scrappier company, you can do everything we've outlined from research money, keyword matrix, prompt matrix, updating existing content, net new content, following all these playbooks. Your advantage is speed. The bigger companies, the giants in your industry often move a lot slower, meaning everything we've walked through takes months or Even longer to get approved through layers upon layers of management, which is a smaller team you won't have. Plus you'll have less red tape. Big giant competitors are often not able to build competitor pages. So things like competitor alternatives, competitor pricing, competitor reviews or comparison pages like Competitor 1 versus Competitor 2 versus you or list schools like we reviewed the best X software of 2026 and beyond. So that's your advantage. One, less red tape and two, you can do all of this at speed. So if you work out a cadence that's effective for yourself or your marketing team or your agents and you can start doing all of this prioritizing the high sales intent, low difficulty pages, having a cadence that's realistic so we can build out and publish two a week, three a week or whatever is realistic your team to do. You can slowly start chipping away at these giant competitors and start making ground and start ramping up the AI search visibility and Google organic visibility and start chipping away at those competitors and start driving pipeline. And another way to think of it is every page you're building you should consider as a 24. 7 sales rep, follow the frameworks that we've outlined and realize that these can be evergreen assets working around the clock to capture that all important visibility, build trust, position your product as the right solution and gain that conversion. So sales reps working around the clock to get your brand mentioned or to get your brand showing up in searches and then eventually convert that into inbound opportunities. So let's dig into technical SEO. A lot of the page basics we've covered in terms of page formats, structure and similar. One thing we have seen is actually making sure you're findable in the first place. So we have seen platforms like Cloudflare that could block LLMs by default. So making sure the settings are correct if you're using Cloudflare and also making sure on your website settings the LLMs aren't actively being blocked and a quick review of your robots txt file can make sure this is the case. And also making sure all your core money pages are actually being indexed. LLMs will often pull from Google and Bing so your pages need to be indexed there. Another big thing is speed and performance. This can affect LLM crawling and data extraction. AI crawlers are very resource orientated and they can use speed to determine if a page is actually worth crawling. So nailing Google core web vitals is important. Making sure your website loads quickly. You don't have tons of heavy files like massive images or slow loading videos or anything that's going to slow down your pages which can impact both LLM visibility and your Google rankings. We often say to clients, unless your website has towards the thousands of pages, there's no need to spend months and months on technical SEO. Make sure the basics are in place that we've talked about around performance, around speed. Making sure your website works smoothly and seamlessly on mobile tablet, PC. Making sure page structures follow the outlines we've discussed. Your time in SEO and AI search is going to be way more effective if you actually want to drive leads pipeline and revenue. Focusing on activity that moves the needle AKA page updates, net new content with commercial buying intent behind it and the off page activities we'll go into in a bit. Technical SEO can be worth spending a lot of time on if your website is towards that uh, thousands of pages mark and then you can start to acquire technical debt where it does need a lot more thought and structured process behind it. So we've covered a lot of the on page side of things. Let's move to off page Earning brand mentions, earning backlinks super important to get that all important AI visibility. We've talked about owning and controlling the narrative on your own website. Let's move into what you can do off of your website. So earning brand mentions along with backlinks can be super important. Brand mentions for the AI search and LLM visibility side of things about backlinks for the classic Google Organic visibility side of things. In short, LLMs are looking around the web to see how your brand is being talked about to decide if you're credible enough to be recommended. So outside of doing all the work we talked about on your website, these brand mentions are going to be a big lever to pull to start ramping up your visibility inside of AI searches. So let me share some examples of some free ways that are going to cost you $0 to force your way into AI search LLMs and also rank well on Google search when it comes to comes to brand mentions and backlinks. So I fired up Chat GBT here. I searched best proposal software for sales teams. We can see our client proposal if I recommended here, but let's pretend perhaps we want to be the first choice or perhaps your SaaS is not being recommended at all when someone's looking for what your software actually does or your category a use case or similar. What you can do is look at the websites that uh, are consistently cited and also you can do a Google search and see the pages that uh, are consistently ranking there. You can make a list of these and they can be great candidates candidate to actually reach out and try and get featured in their lists and there's a bunch of ways you can do this. I'm not a big fan of sending automated wall of text emails and hoping for the best if you want a really effective way is a bit more time consuming but it's worked very well in fact in my case breaking B2B I worked at a bunch of partner sites that serve the same ICP but weren't direct competitors and I found either the founder or folks that were contributing to their articles on LinkedIn. Drop them a weird personalized request on LinkedIn like Hey Steve or hey Jenna. Had an unusual idea for your site that could ramp both our uh, inbound leads up against a quick chat. A weird opening personalized request that piqued their curiosity opened up the curiosity gap. They'd probably accept the request and say hey Sam, yeah, what the heck are you talking about? And then instead of sending them a wall of text email that they're probably ignore and delete, I would send them a customized loom video if I knew that their site was a great target to be on in this case. Now perhaps their page is consistently cited in AI search results. Ranks well on Google. We know that's a good candidate. So we'll make a list of all those pages we need to start being featured on in their lists and ideally want a top three placement so we can send them a loom video and offer them a value add. So maybe we have the list go article in the background of the loom and we say hey Jess, whatever the name is, great work on building this article. Wondered if there was any way that we could get our company featured there. Perhaps we do a swap. So we build an article and feature you top three in ours and likewise you feature us top three on yours. Happy to do the write up. So it's all low lift and then you can just let me know if there's any edits, let me know if that's something you'd be against. So maybe it's a straight swap you offer. Maybe you do a different kind of value add. So instead of adding them onto one of your articles or listicles, you offer them to be on your podcast or you offer them something else and over time if you can force your way consistently being mentioned on the sources that AI searches and Google are being pulled from and you can be consistently recommended top in these lists, it's really going to ramp up your visibility and the amount of times that you get recommended inside of AI searches as well as your classic Google organic results. And the good thing about these listicles is you get your brand mentioned, you get a write up on your company so then you can actually talk about your positioning, who you're for, who you serve. Uh, you're a good fit for poor fit for pricing and more. Control the narrative that way, make sure that's consistent on your own site and on external sites. Plus you get the classic backlink to build up your authority. Another great tactic here is to feature on industry relevant podcasts or YouTube channels or similar. So this could be yourself or it could be a founder or one of your execs, whoever's whoever's keen to be the subject matter expert and start guesting on podcasts, channels and shows. All you do is go to a site like listen notes.com, type in your focus market. So in my case at breaking B2B we tend to focus SaaS on SaaS, marketing leaders and founders. So I would type in SaaS marketing can actually see here our own podcast ranks pretty well breaking B2B. The good thing about this site is you can look at the top rated shows like top 5%, top 2.5% and more. And you can make a list of shows that uh, your target niche are actually listening to or watching. And you can also see the host who hosts the shows. And then you can do that same outreach strategy we talked about for the article. So you can find the person on LinkedIn, drop them a personalized request, open up the curiosity gap, send them a customized loom, but in that loom you can say look really enjoying your show, especially this episode on xyz. Wondered if you'd be open to me coming on to talk about like three actual topics you can share and explain why it'd be useful to our audience. And then maybe you offer them some kind of value add in return. Maybe they can come on your show, we can do a offer them a back backlink or some kind of shout out or you'll promote it to your audience of X amount of followers and your email list and social channels and beyond. If you can make a repeatable cadence for guesting on podcasts, not only do you get the PR boost of actually being featured on a podcast and potential leads from the listeners or watchers, you can also ask when they publish the article to their website for a backlink and a brand mention. And one other quick low left way to ramp up brand mentions and backlinks is if you've got someone on your team that's historically Done a lot of PR or guest interviews or press this, grab that exec's LinkedIn profile, copy it, paste it into a tool like Ahrefs or whatever SEO tool you use, then hit the backlinks tab. You can then filter the backlinks to the highest domain authority or domain rating and then what you can do is look for websites that have mentioned your exec, but perhaps they've just linked to the LinkedIn profile. So for example, here I can see Databox, they've got a domain rating of 83 solid. It looks like they've mentioned myself here, but they've just got a link to my LinkedIn profile by the looks of it. So I would then check the article, see if it was just a link to my LinkedIn, my LinkedIn profile. I could then do my tailored outreach strategy, find out who makes sense to reach out to send them the loom and say thanks very much for including even myself or my exec or my founder, whoever it is, marketing leader, revenue leader, whoever it was, thanks for mentioning the LinkedIn profile. Wondered if you can make a really quick edit. Could you actually do a do follow link to this money keyword, mention our brand, maybe a quick mention of our positioning. Job done, you've got a solid backlink and a brand mention there. Really low lift. At this point you might be thinking, hold on a second Sam. Quite often I see Reddit review sites, possibly even YouTube cited when I'm going to my LLM or my AI search tool of choice. And you'd be right. Of course it varies a fair bit depending on what you're searching and usually for the SaaS for commercial sales intent searches like looking specific software use cases, integrations, comparison searches, alternative search and similar. Usually you'll see best of listicles, articles, review sites and maybe a couple Reddit mentions. So you probably know already Reddit's a beast in itself and there are a lot of rules and regulations around as and where you can actually suggest your brand or mention brands depending on the subreddit and the rules. But Reddit does get cited a lot in a lot of the LLMs and there's a lot of softwares out there where you can type in some of your money keywords, prompts and similar and it can suggest to you subreddits to get involved in. Just make sure whoever on your team is on the case is actually checking the rules of each subreddit or thread and you're approaching it like a community member, not a marketer. So asking happy customers that are active on Reddit to mention your brand where it's allowed, where people are asking questions about software solutions or categories like yours is super valuable. But uh, if you're being salesy or being spammy or forcing your product down people's throat, chances are it'll probably backfire. And from there the niche relevant review sites, whether that's G2 Capterra, software advice or whichever one makes sense for your category can be super valuable too. Building out a solid profile with genuine customer reviews, it's going to add to your overall visibility footprint, giving you another place where your brand and your category can be mentioned together. And last off, YouTube can be worth treating as part of the SEO and AI search program. Embedding relevant YouTube videos you've got on certain pages and articles can give you an uptick in Google results and could be pulled into LLMs. Plus, YouTube in itself is a huge search engine that most B2B folks are using, whether that's to learn about a niche, to solve a problem, or to be entertained. So thinking about this all as an ecosystem is super smart. For example at breaking B2B are core channels right now to drive our own pipeline is SEO and AI search, LinkedIn organic posting as well as paid and then YouTube. Bolt on that third layer of trust when someone sees us behind camera to actually check we know what we're talking about and can share real results as well as tactical guides, case studies and more as we wrap things up. You might be thinking, Sam, you shared a ton of strategies and tactics and playbooks here. How the heck do we prioritize what to dig into now? Well let me just tell you. First off, if you want to analyze your competitors or how well you're tracking now, you could get a free trial or first off, sign up for a one month subscription to AI search tool like Searchable or Profound and work out and track 30 to 40 high sales intent prompts that you want visibility across. See which of your competitors consistently show up across these prompts. If you're in a very mature category with huge players, I think about CRMs like Salesforce, HubSpot, etc probably best to skip those specific prompts as those folks could be baked into the training data of LLMs. And then as we talked about earlier, check which sources, which sites or platforms are actually being pulled from to give these brand recommendations for these prompts. And these AI search tools are going to help you understand breakdowns of when G2 YouTube, Reddit, uh, other article or listicle placements or reviews or roundup placements make sense to Prioritize and you can also export a full list of the pages that are being cited. So then you know what pages are worth creating on your own website, what list go based articles or roundups or review based pages that you need to reach out to to get featured in. And also what landing pages are being surfaced in AI search results. But if you're looking for high level guidance for your SaaS on a priority order, uh, here's what's working really well against our UH40 plus active SaaS clients when it comes to a focus on driving pipeline and revenue. Creating those best in class listicles for your money keywords and prompts on your site, getting external placements in other listicles and roundups that are being pulled from an AI results and also ranking well on Google organic search for those money keywords and prompts targeting your own homepage, making that best in class as well as your main landing pages, pairing up YouTube with bottom of funnel money keywords and content and building out standardized products profiles across high impact review sites and directories. G2 Capterra software Advice making sure those ones that make sense have solid reviews from customers and are also talking about your positioning ICP target market. So on your website and outside of your website, your icp, your positioning, the problems you solve, pros, your cons, your pricing, it all lines up. Now lastly, let's talk about attribution. Historically tracking attribution with SEO was a lot easier because you could track organic ranking click throughs, organic traffic, you could track organic session times, activity on your money pages and then eventually conversions. So the lagging indicators like signups, booked calls, demos and more. But AI search a mo, geo, uh, whatever you want to call it, AI search has completely shook this all up. As we talked about, many folks do their research, evaluation, comparison and more with many follow up questions until eventually making their shortlist of those recommended brands all inside the LLM. And these LLMs don't really want you to click through to other sites, they want you to stay on platform as long as possible. So what often happens is folks will get those brand recommendations when they're ready, make their short list and many times not actually click through to your website. So you definitely want to track traffic that's coming in from AI search and LLMs. And oftentimes that traffic from AI search is way higher converting because they've done all their research beforehand. But you'll probably find not a lot of traffic is coming through right now to your site from LLMs or AI search. And this is what many are calling dark SEO or dark AI search search when it comes to attribution. And as a result, if you're investing heavily now into SEO and AI search, instead of seeing that traffic come from LLMs, you might see an uptick in branded search or direct traffic. Because when folks have done all their evaluation inside of LLMs and maybe discussed offline with stakeholders, done more research and beyond, when they're ready they might directly go to your website homepage and just search for URL or they might show up as branded search, just searching for your company name inside of Google and clicking through to your website homepage. That's why as well as tracking everything you can, making sure on your your sign up flows, on your booking call pages, on your demo call pages, on your inquiry forms, adding a free text field for how did you hear about us? Super important so we can capture that granular data where someone can type in research on chat, gbt, Claude perplexity, AI overviews wherever it was, because otherwise you might never know. And also I'd recommend going a step beyond and actually asking on the sales call, what was your full route to discovering us today? Or what was your full route to the stumbling upon us and booking the call or booking the demo with us today, making sure your sales team log that in your CRM because your tracking tool might be say it was a direct search when you actually check how did you hear about us form and ask on the sales call they might have said oh yeah, I researched on Claude, your name, your company cat being recommended, then spoke to some of my peers, did some research on YouTube, asked some communities and then eventually grabbed the demo. And then you'll know your AI search work really paid off. And there we have it. I know I've gone through a ton and it might feel overwhelming. So if you're a SAS company and you're tired of your competitors being consistently recommended an AI search instead of you, meaning you're missing out on that mind, share that visibility, but most importantly missing out on a steady flow of inbound leads, pipeline and revenue. Then why not book a call with my team over at breaking b2b.com or hit the first link in the description below. We can chat through exactly where you're at, what's holding you back and see if we're a good fit to drive results impact quick as 90 days with SEO and AI search. Or if you're not ready, uh, yet, why not grab my free 90 days to revenue, SEO and AI search playbook and video, head over to breaking b2b.com newsletter and you can unlock it instantly. And with that, I shall catch you on the next one. Cheers.