ICP & buyer-stage map
The personas, jobs-to-be-done and buying-committee roles that shape every later decision. Sourced from sales transcripts, Reddit and G2, not invented.
01 · Strategy
SEO & AEO strategy that compounds.
A keyword, cluster and answer-engine plan built for the way complex B2B buyers actually search in 2026. We map the queries your buyers run in Google and the prompts they run in ChatGPT, Perplexity and Claude, then build the architecture that wins both.
The problem
Most B2B SaaS content programs are running on 2019 assumptions.
You can publish three articles a week, hire a content team, and still watch organic traffic flatten. The reason is rarely effort. It is almost always that the underlying strategy treats search like a 2019 problem: pick keywords with volume, write longer articles than competitors, repeat. That model breaks in 2026 because the front door to search is no longer just Google.
AI answer engines now sit in front of a meaningful share of buyer research, and they do not rank pages, they cite sources. The pages they cite are not always the ones ranking number one in Google. The work to earn citation looks different from the work to earn a top-ten ranking, and most teams have planned for neither.
Meanwhile, Google itself rewards topical authority more heavily than ever. A handful of strong cluster owners beats a long tail of one-off posts. Without an architecture that says which clusters you own and which you ignore, every brief is a guess and every quarter looks like the last.
A real SEO and AEO strategy answers three questions in writing: which buyers and questions matter, which clusters you commit to owning, and how the content connects so both Google and the answer engines understand your authority. Everything downstream, briefs, production, internal linking, technical work, follows from that.
Symptoms we see
- Traffic plateaued for two quarters despite steady publishing.
- You rank for keywords your sales team has never heard of.
- ChatGPT and Perplexity describe you wrong, or cite competitors.
- Briefs are picked by writers, not by a strategy doc.
- Nobody can answer "which clusters do we own?" in one sentence.
What's included
Six deliverables. One operating system.
Every strategy engagement ships the same six artifacts. They become the source of truth your content, product marketing and SEO teams work from for the next year.
Query universe
A prioritized list of the keywords, long-tail questions and AI prompts your buyers actually run, grouped by buyer stage and product area.
Cluster architecture
The map of which clusters you own, which you ignore and which you share. Each cluster gets an owner page, supporting posts and an internal-link plan.
Answer-engine playbook
How to earn citation in ChatGPT, Perplexity, Claude and Gemini. Schema, internal linking, citation signals and the structural patterns LLMs prefer.
90-day execution plan
The exact briefs to write, refreshes to ship, and technical tickets to file in the first quarter. Sequenced, owned and scoped.
Measurement framework
The metrics that prove the strategy is working, with a dashboard you can read in five minutes. Traffic, citation share, pipeline contribution, all tracked together.
How it runs
Four to six weeks, end to end.
Strategy is delivered as a fixed-scope engagement, not an open-ended consulting contract. You see the working session calendar, the deliverable dates and the sign-off points on day one.
01
Buyer research
We pull sales transcripts, Gong calls, Reddit threads, G2 reviews, LinkedIn conversations and your internal Slack archives to build the picture of how buyers actually talk about the problem your product solves. The output is a written ICP and buyer-stage map you can hand to anyone.
02
Query & prompt mapping
Every research question becomes a query universe: traditional keywords, long-tail questions, and the actual prompts buyers run in AI search. We score by intent, buyer stage and competitive realism, not just volume.
03
Cluster architecture
We commit to which clusters you own, which you ignore and which you share. Each cluster gets a hub page, supporting content, internal-linking plan and a position on your buyer's path. This is the layer most strategies skip and the layer that makes everything else compound.
04
Answer-engine layer
The work that earns citation in ChatGPT, Perplexity and Claude: schema, citation signals, source structure, internal linking architecture. We map the gap between what the engines say about you today and what we need them to say.
05
90-day plan & measurement
The strategy becomes a sequenced quarter of work: briefs ready to assign, refreshes ready to ship, dev tickets ready to file. The measurement framework comes with it so you can see traction inside the first 60 days.
Who it's for
Built for B2B SaaS teams ready to stop guessing.
- You have a content program already and you've outgrown ad-hoc keyword picks.
- You sell to complex B2B buyers with a long sales cycle and a real evaluation phase.
- Your team can execute, you just need the architecture they execute against.
- You want AI search visibility taken seriously, not bolted on as an afterthought.
- You'd rather invest in a system that compounds than chase a quarter's worth of quick wins.
Pairs well with
What sits around it.
Strategy is the operating layer. These are the capabilities that execute against it.
Frequently asked
Questions we hear.
What is the difference between SEO and AEO strategy? +
SEO strategy targets how Google and Bing rank your pages in traditional search results. AEO, answer engine optimization, targets how ChatGPT, Perplexity, Claude and Gemini decide which sources to cite in their answers. A modern strategy plans for both: the keyword research, content structure and authority signals need to satisfy ranking models and the citation logic of LLMs at the same time.
How long does an SEO and AEO strategy engagement take? +
A full strategy build runs four to six weeks. We start with ICP and buyer research, move into keyword and cluster mapping, build the content architecture, and finish with a 90-day execution plan. After delivery, most clients move into a monthly retainer to produce against the plan.
Do you do keyword research or full content strategy? +
Both, and the keyword research is the cheap part. The harder work is mapping queries to buyer stages, organizing them into clusters that compound authority, and deciding which questions your domain is actually the right place to answer. That is what makes the strategy hold up against AI search, not just Google.
Will this work for a B2B SaaS company outside of PropTech or FinTech? +
Yes. The strategy method is built around complex B2B buyers with long sales cycles, technical products and ICP-heavy positioning. PropTech and FinTech are the two verticals we know deepest, but the same approach holds for HR tech, vertical SaaS, dev tools and infrastructure software.
What deliverables do I get? +
An ICP and buyer-stage map, a prioritized keyword and query universe, a cluster architecture diagram with owner pages and supporting content, an answer-engine playbook covering schema, internal linking and citation signals, and a 90-day execution plan with briefs ready to assign to writers.
Next step
Let's see if it fits.
A 30-minute discovery call, no pitch, no pressure. We look at where you are organically, where AI describes you today, and whether a strategy engagement makes sense for the quarter ahead.
Book a discovery call →Booking goes straight to Gemma's calendar.