For software companies
SaaS SEO agency: be in the comparison when buyers ask AI
A SaaS SEO agency helps a software company be found when buyers look for a tool, compare options and check alternatives. We do that work in Google and in the AI assistants that now write the comparison for them.
At a glance
- Who it is for
- UK software companies, selling to businesses or to consumers
- What it is for
- Being in the comparison when a buyer asks which tool to choose
- Measured beside
- Your sign-ups, trials and demo requests
- First programme
- 90 days, then month to month
What a SaaS SEO agency does
A SaaS SEO agency works on the searches that lead to a sign-up or a demo. SEO for SaaS differs from other SEO because buyers search in a set pattern, and each step has its own kind of page.
| What the buyer searches | The page that answers it | What we do |
|---|---|---|
| The problem: how to do a task faster | A guide or use-case page | Answer the question first, then show how the product does it. |
| The category: best software for the task | A category page | State plainly what the product is, who it suits and who it does not. |
| A rival: one product against another | A comparison page | Compare fairly, with dates and sources, so that the page can be quoted. |
| A way out: alternatives to a product | An alternatives page | Say when you are the better fit and when you are not. |
| The price | A pricing page | Make it clear enough that an assistant quoting your price gets it right. |
| A fit: does it work with another tool | An integration page | One page per integration, with what it does and how to set it up. |
For a B2B SaaS SEO agency there is one more step. Several people sign off the purchase, so the security, procurement and onboarding questions need pages too.
Which products AI assistants name
On we asked ChatGPT, Gemini, Perplexity and Claude three questions a UK buyer might ask. They covered accounts payable automation software, a CRM for a 20-person sales team and employee onboarding software.
Between them the four assistants named 45 products. Five were named by all four.
Software was the sector where the assistants agreed most: 27 of the 45 products were named by more than one. The five named by all four were HubSpot, Pipedrive, Salesforce, Tipalti and Rippling.
Where the assistants get their software answers
We also noted every website the assistants cited as a source for those three questions. There were 91 citations.
The pages cited on vendors' websites were rarely product pages. Of 37 vendor pages cited, 31 were 'best of' lists or comparison articles the vendor had published itself. The assistants named a product 86 times and cited its maker's own website in only 15 of them.
What this means for your content
Comparison content is what gets cited for software questions. That is the finding, and it would be easy to draw the wrong lesson from it.
We write comparison and alternatives pages that a competitor could read without objecting. Each one says who a product suits, gives a date and a source for every claim, and admits where a rival is the better fit.
We do not write lists that rank the publisher first without evidence. Some were cited in our test. A list like that is still not evidence, and we will not put a client's name on one.
What we do for software companies
| Part | What it means for a software company |
|---|---|
| Prompt set | 50 questions grouped the way buyers search: the problem, the category, comparisons, alternatives and integrations. |
| Comparison and alternatives pages | Fair, dated and sourced, so that they can be quoted. |
| Category and pricing pages | A plain statement of what the product is, who it is for and what it costs. |
| Review sites | We find the review and comparison sites the assistants cite in your category and make your profiles complete and current. |
| Corrections | Where an assistant describes your product or pricing wrongly, we find the source of the error and fix it there. |
| Technical foundations | Marketing sites built in JavaScript, help centres and documentation, checked so that crawlers can read them. |
| Measurement | The prompt set is re-run monthly and reported beside your sign-ups, trials and demo requests. |
What to expect, and when
First programme: 90 days
-
Baseline and source map
Weeks 1 to 3
The 50 questions are agreed and run. You see which products are named and which sites are cited.
-
Key pages
Weeks 3 to 8
Category, pricing, comparison and alternatives pages are fixed and rewritten.
-
Review sites and mentions
Weeks 6 to 12
Profiles are corrected and the first mentions are earned.
-
Re-run and report
Every month
The same questions, the same assistants, beside your sign-ups.
Then month to month
These weeks are typical, not fixed. We will not promise a date for a mention, because no one outside these companies controls what an assistant says.
How much a SaaS SEO agency costs in the UK
The agencies do not say. None of the four UK SaaS SEO pages we read on published a price.
So we asked four AI assistants what a UK software company should expect to pay. For a small or early-stage company all four quoted between £1,500 and £5,000 a month. For a growing one, ChatGPT and Gemini quoted up to £7,000 or £8,000. For the largest programmes the figures ran to £15,000 a month or more.
Treat those as a guide and no more. ChatGPT gave its figures without citing a source, and the others drew mainly on blogs by agencies and software vendors.
We price each engagement after a discovery call. You get the scope and the fee in writing before any work starts.
What we will not promise
A place in every comparison. No one outside these companies controls which products an AI assistant names. We promise the work, the method and the reporting.
Sign-ups by a date. Results depend on your starting point and your market. We tell you what we expect after the audit, and tell you when nothing moved.
A list that ranks you first. We will not publish a ranking that puts you at the top without evidence a reader can check.
How we measure it
We agree a fixed set of 50 questions your buyers ask and run each one in Google's AI Overviews, ChatGPT, Gemini, Perplexity and Claude. Every prompt is run more than once, because AI answers change from one run to the next. We record whether your product is mentioned, whether your site is cited as a source, whether the description and pricing are accurate, and who is cited instead. Each month you see the results beside your Search Console clicks and your sign-ups, trials and demo requests.
Terms, in plain words
- First programme
- 90 days. Long enough to audit, fix the foundations and measure the first change.
- After that
- Month to month. You can stop with 30 days' notice.
- Who owns the work
- You do. Everything we produce is yours, including your prompt set and its results.
- Fee
- Agreed in writing, with the scope, before any work starts.
- Who you deal with
- Our founders, who lead the work and have more than seven years in SEO.
Questions
What is a SaaS SEO agency?
A SaaS SEO agency helps a software company be found by people looking for a tool like theirs. The work covers category, comparison, pricing and integration pages, technical foundations, and the review sites and publications buyers trust.
How is SEO for SaaS different from other SEO?
Software buyers search in a pattern: the problem, the category, comparisons, alternatives, pricing and integrations. SEO for SaaS gives each step its own page, and measures sign-ups and demo requests instead of traffic.
How much does a SaaS SEO agency cost in the UK?
None of the four UK SaaS SEO pages we read on published a price. Four AI assistants quoted between £1,500 and £5,000 a month for a small or early-stage company. We price after a discovery call and put the fee in writing first.
Do you work with B2B SaaS companies?
Yes. For a B2B SaaS company the prompt set also covers the questions that procurement, security and finance ask, because several people sign off the purchase.
Should we publish comparison pages about our competitors?
Yes, if they are fair. In our test on , 31 of 37 vendor pages cited by AI assistants were comparison or 'best of' articles. We write them with dates and sources, and we say where a rival is the better fit.
Do software review sites matter for AI answers?
They did in our test. Review and comparison sites made up 20 of the 91 citations for software questions on . Which sites matter varies by category, so we map them for yours.
Is SEO dead now that AI answers first?
No. Google says its AI features are rooted in its core ranking and quality systems, so SEO still decides which pages can be cited. What has changed is where a buyer first reads the answer.1
How long does SaaS SEO take?
It depends on your starting point, and we will not promise a date. Changes to your own pages show once they are recrawled. Mentions on other sites take longer. The first programme is 90 days so there is time to measure a change.
Related guides
Sources
- Google Search Central. Optimizing your website for generative AI features on Google Search. Last updated . Opened .
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