AI search optimization (GEO) for a B2B SaaS firm

This is a fictional example of a campaign plan based on typical processes for companies of this type and size.

Google AI Overview, ChatGPT and Perplexity are increasingly used by professional decision-makers to research software. For B2B SaaS firms, GEO is a competitive necessity. This example shows the campaign plan Karina Vester Schultz at Vester Marketing developed for a Danish B2B SaaS firm with project management software for construction businesses.

The starting point for the AI campaign

B2B SaaS firm, with project management tools for trades and construction companies with 5–50 employees. Reasonable traditional SEO rankings but completely absent from AI-generated answers. The sales team reported a growing share of inbound leads who had researched via ChatGPT or Perplexity before contact.

• No Schema.org markup
• Product pages written in sales language, not suitable for AI retrieval
• No explicit entities in content
• No FAQ content
• Blog content written as newsletters, not standalone informational articles

The AI campaign plan

A written GEO campaign plan was developed and reviewed with the company’s marketing team. The plan outlined four parallel areas of focus, including specific deliverables and a monitoring protocol.

Phase 1: GEO audit and Schema.org implementation (month 1)

Full GEO audit. Implement Schema.org markup (SoftwareApplication, Organization, FAQPage, Product) via JSON-LD. Set up weekly monitoring of the firm’s appearance in Google AI Overview, ChatGPT and Perplexity across a defined set of searches.

Phase 2: Rewrite product pages in informational language (months 2–3)

Rewrite the three primary product pages from sales language to authoritative informational language. Each section written as a standalone, complete answer to a specific question.

Phase 3: FAQ production and passage optimization (months 2–3)

Produce two FAQ pages: product questions and comparison questions. Implement FAQPage Schema.org markup on both.

Phase 4: Entity density across existing content (months 4–6)

Review and update all blog posts and support content with correct entity density: company name, product name, target audience and supported processes named explicitly and consistently.

Execution of the campaign plan

Here is an overview of the campaign’s 4 phases.

The First Month

A comprehensive GEO audit was conducted. Schema.org markup was implemented on all relevant pages. A monitoring protocol was established, involving a weekly review of eight defined searches in Google AI Overview, ChatGPT, and Perplexity.

Second and third months

Three product pages rewritten in close collaboration with the marketing team. Two FAQ pages produced and published with FAQPage markup. All texts reviewed using the passage optimization principle.

Fourth to sixth month

Existing blog posts and support content were updated with correct entity density. Monitoring showed the first appearance in Perplexity in month 4 and in Google AI Overview in months 5–6.

Results after 6 months

The figures are based on other projects I have worked on throughout my career.

Google AI Overview: From 0 to consistent appearance on 3 out of 7 monitored searches

Perplexity: From 0 to cited source on 1 out of 4 monitored searches

Organic traffic from informational searches: +37 % which is driven by FAQ pages

Inbound leads mentioning AI research: From approximately 12 % to approximately 25 %

Time on product pages: +33 % after rewriting in informational language

Rich snippets in Google: FAQ markup triggered FAQ rich snippets on both pages

Lessons learned from the campaign

After a campaign, it is always important to analyze and measure the results.

What worked best

The FAQ pages delivered the fastest and most measurable results in both traditional SEO and AI-powered search. For B2B SaaS companies with research-oriented prospects, FAQ content is the most effective single initiative within GEO. Schema.org is the long-term foundation and has no immediate visible effect, but is crucial over time.

What would be done differently

Manual monitoring was too time-consuming. Moving forward, a structured monitoring setup would be established from day one, possibly via specialized GEO monitoring tools.

Next steps

The next phase is the production of comparative content—‘X vs. Y’ articles and industry-specific guides that address the searches B2B decision-makers perform during the late evaluation phase.

Need an AI campaign? Then contact Vester Marketing

Is your company visible in AI search? Karina Vester Schultz offers a GEO audit with a concrete assessment of your content and what it takes to succeed.