The New SaaS Customer Funnel
A social media user described the new customer journey for SaaS as a three-step process: Google search, followed by an AI summary, leading to a decision. The post argues that if a brand isn't included in the AI's training data or sources, it loses before a user ever clicks a link. This positions Generative Engine Optimization (GEO) as a critical competitive moat for B2B SaaS companies.
- The primary goal of traditional Search Engine Optimization (SEO) is to rank pages to earn clicks, while Generative Engine Optimization (GEO) focuses on getting a brand's information chosen and cited within an AI-generated answer. - A Pew Research Center study found that when an AI summary appears in search results, users click on a traditional link only 8% of the time, compared to 15% when no summary is present. Clicks on sources cited *within* the AI summary are even rarer, occurring in just 1% of visits. - Gartner predicts that by 2026, 40% of all B2B queries will be resolved directly within an AI answer engine, never leading to a click. - Although overall traffic may decrease, visitors who arrive from AI-powered tools often show higher intent. A HubSpot study found that these visitors convert at a rate three times higher than those from traditional search engines. - GEO strategies require creating content that is machine-readable and structured for extraction. This includes using Q&A formats, implementing schema markup for FAQs and how-to guides, and providing direct, concise answers before elaborating. - Unlike traditional SEO, where a company's own website is the primary asset, GEO is heavily influenced by third-party validation. AI models often source information from review platforms, "best of" lists, and news coverage to establish trust and authority. - The shift in buyer behavior is already significant, with one 2024 survey finding that 48% of B2B software buyers use AI tools like ChatGPT to research solutions.
