Episode 853 | How to Become the SaaS That AI Recommends

Summary of Episode 853 | How to Become the SaaS That AI Recommends

by Rob Walling

31m•October 6, 2026
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Overview of Startups for the Rest of Us (Episode 853: How to Become the SaaS That AI Recommends)

In this episode, Rob Walling talks with Ross Hudgens, CEO of Siege Media and author of Generative Engine Optimization: The Definitive Guide to AI SEO, about how SaaS companies can improve their visibility in AI-driven search results. The discussion centers on the shift from traditional SEO to GEO (Generative Engine Optimization), including the importance of reviews, third-party mentions, comparison pages, influencer content, Reddit, and other sources that LLMs use to recommend products.

Main Takeaways

  • SEO still matters, but GEO adds new signals

    • Traditional SEO remains a major part of being recommended by AI tools.
    • The “new” layer is off-site credibility: reviews, affiliate/listicle mentions, comparison sites, and third-party roundups.

  • LLMs often rely on the same sources humans do

    • Sites like G2, Capterra, niche review sites, and editorial listicles heavily influence AI recommendations.
    • In B2B SaaS, there are often fewer trusted sources than in consumer markets, so those few sources matter a lot.

  • Positioning affects AI visibility

    • Don’t always try to be “best overall.”
    • It can be easier to win visibility by owning a narrower claim, like:
      • “best for small business”
      • “best CRM for marketers”
      • “best for enterprise teams”

  • Comparison pages are underrated

    • “X vs Y” content can strongly correlate with higher AI visibility.
    • These pages help LLMs place your product in decision-stage contexts.

  • Influence snowballs

    • If you show up in the right directories, roundups, and review sites, those mentions get reused by other writers, affiliates, and AI systems.
    • Visibility creates more visibility.

Tactical Recommendations for SaaS Teams

1. Build strong “best X” roundup pages

  • Create high-quality “best [category] software” pages.
  • Include:
    • clear positioning
    • branded screenshots
    • pros/cons
    • accurate pricing
    • regular updates
  • Refresh these pages quarterly if possible.

2. Publish “vs” pages

  • Create neutral, honest comparison pages against key competitors.
  • Focus on authentic differentiation instead of trashing competitors.
  • Make sure the page reflects how you want the model to describe your company.

3. Invest in reviews and third-party mentions

  • Ask customers for reviews on relevant sites like G2 or niche directories.
  • Encourage product marketing to build a repeatable review-generation motion.
  • Third-party credibility is increasingly important for AI recommendations.

4. Use influencers and YouTube strategically

  • YouTube is still a major source in AI citations.
  • If direct sponsorships or affiliate placements feel uncomfortable, partner with creators who already review similar products.
  • Look for reviewers of adjacent categories and offer paid placements or affiliate deals.

5. Use Reddit where it makes sense

  • Reddit is still influential, though not always the #1 cited source.
  • The best use cases are:
    • where your target customers already hang out
    • where real users ask “is this a good tool?” questions
  • If there’s enough brand demand, consider building a subreddit or community.

How to Prioritize Topics for GEO

Ross suggests using Google search volume as a proxy for AI prompt demand, since reliable AI prompt-volume data is still limited.

Practical approach:

  • Identify your highest-volume category terms in Ahrefs/SEMrush/etc.
  • Turn those into AI-style prompts:
    • “What is the best project management software?”
    • “What is the best CRM for small businesses?”
  • Build content and citations around those core prompts first.

Measurement and Tools

What to measure

  • Percent visibility: how often your brand appears in AI responses for target prompts.
  • Source URLs: which domains are cited when LLMs recommend products.
  • Qualitative descriptors: how the AI describes your company:
    • enterprise vs SMB
    • marketer-focused vs developer-focused
    • budget vs premium

Tools mentioned

  • Peak.ai for prompt tracking and visibility monitoring
  • Existing SEO tools and search volume data as proxies for AI demand

Who Should Start with GEO Now

Ross’s advice for early-stage founders:

  • If you’re doing $5K–$50K MRR and haven’t touched GEO yet, start with the basics:
    • reviews
    • roundup pages
    • comparison pages
    • third-party listings
  • Don’t overcomplicate it—focus on the sources AI models already trust.

Notable Industry Insight

  • Siege Media experienced a major client loss when an S&P 100 company laid off its SEO team and shifted to an internal “AI transformation” group.
  • That painful transition accelerated Siege Media’s pivot toward GEO services.
  • Despite the setback, Ross says demand for AI search help has grown quickly.

Suggested First Steps for Founders

  1. Systematize customer reviews

    • Ask for G2 or relevant niche reviews as part of your customer success flow.

  2. Create two core content types

    • “Best [category]” roundup pages
    • “Your product vs competitor” pages

  3. Improve your presence on the right third-party platforms

    • G2, niche directories, affiliate sites, YouTube, and Reddit where relevant

  4. Track visibility over time

    • Use prompt trackers and monitor which pages/sources are being cited.

Final Thought

The episode frames GEO as the next evolution of SaaS marketing: not a replacement for SEO, but a broader strategy for becoming the product AI systems trust and recommend. Ross’s core message is simple—be present where the web already recognizes authority, and the AI models will follow.