Choosing a GEO agency: how your B2B software wins

There is no objectively best GEO agency in the Netherlands for B2B software. The right choice depends on specialization in IT and SaaS, the way of working, and whether the agency executes the optimization itself or only provides advice. Wildbos focuses specifically on IT and B2B tech companies and executes the technical optimization itself, so your management can track the results. Always ask for a free scan of your AI visibility in the four main AI assistants to see where you stand.

Your marketing team has a strong website, great cases, and a clear story. Yet no AI assistant mentions you as an option when a prospect asks which software package is best. That is no coincidence, but a visibility problem in a new search landscape.

AI assistants such as ChatGPT, Gemini, Claude, and Perplexity increasingly determine which companies get found. If you do not appear there, you simply do not exist for a growing group of buyers. A GEO agency helps you become the answer instead.

What does a GEO agency do exactly?

Generative Engine Optimization, or GEO, ensures that AI assistants understand, trust, and recommend your company. To do this, an agency optimizes three components.

First, the technology on your website. Think of the structure and technical elements AI systems need to read your content properly. Next, the content, so it directly answers the questions your customers ask. And finally, your online authority, through reviews, publications, and mentions on platforms AI assistants use as sources.

The goal is for your company to be cited in the assistant's answer, not just for your website to rank high in classic search results.

Why a general agency often falls short

Many SEO agencies now also offer GEO as an extra service. That sounds convenient, but it differs fundamentally from a specialized approach. A general agency often thinks in terms of keywords and links, while GEO revolves around entities, context, and authority in AI models.

Content knowledge of your sector is at least as important. An agency specialized in IT and B2B tech understands how software buyers phrase questions and which terms AI assistants link to your domain. That knowledge is hard to match for a party that mainly serves web shops or hospitality.

In addition, you sometimes see units at general agencies that advise but do not implement or measure anything themselves. You then pay for a report instead of for a result.

How to recognize an agency that fits your IT company

You can recognize a good GEO agency for B2B software by several concrete characteristics. Combine them with the answers to the questions in this article.

| Characteristic | Why it matters | |---|---| | Specialization in IT, SaaS, and B2B tech | Understands your market, language, and target audience | | Executes technical optimization itself | Faster, better, and no non-binding advisory report | | Measures AI visibility and competitors | Your management sees progress or the lack of it | | Arranges reviews and publications | Builds the authority AI assistants need | | Works with a free starting scan | You know where you stand with low barriers |

Also pay attention to the approach. An agency that starts with an analysis of your current visibility in the main AI assistants understands that measuring is the foundation. Without measurement, GEO remains a promise. With measurement, it becomes a program you can follow.

Which questions to ask during a conversation

Before you contract an agency, you want clarity on a number of points. Ask these questions during the first conversation.

First, ask about the specialization. How many clients do they have exactly in the software and tech sector? Then ask about the way of working. Do they execute the optimization themselves on your website, or do they only deliver an advisory report? And finally: how do they measure the results? Do they ask about your main search questions, or do they work with standard reports?

An honest agency also indicates what is not possible. Guaranteed positions in AI answers do not exist, at any agency. AI models change constantly. An agency that does give guarantees promises more than it can deliver.

What goes wrong in practice when choosing

The search for a GEO agency has several common mistakes.

The first mistake is choosing based on the agency's own top 10 list. Many lists of best agencies are written by the agencies that appear on them. Those lists are marketing, not an independent comparison. See them as a starting point, not as a verdict.

The second mistake is blindly relying on first impressions. A nice website says little about the quality of the work. Ask for examples from the IT sector and check whether the agency can show exactly what it has done. A free scan of your own visibility is a good first step in that regard.

The third mistake is forgetting that GEO is an ongoing process. AI assistants are continuously updated. A one-time optimization is not enough. You need a partner that measures and adjusts periodically, so your visibility does not drop.

The role of reviews, publications, and trade media

AI assistants base their answers on sources they trust. Reviews from existing customers play a large role in that. An agency that calls your customers and drafts the review text for them lowers the barrier for them to post something.

Publications in trade media and comparison articles also carry weight. Assistants read those when they formulate an answer. An agency that writes and sends press releases to national media ensures your company appears in those sources.

This kind of authority signals is often the difference between being mentioned and being ignored for a B2B software company.

How to make the switch to a measurable approach

You now have a picture of what to look for. A good start is a conversation with a party specialized in your sector that can show with a free scan where you stand now. That scan, in the four main AI assistants, gives immediate insight into your opportunities.

The choice for a GEO agency is a strategic decision. Take your time, ask the right questions, and choose a partner that understands both the technology and the content. Only then does your company become the answer instead of a footnote.

Frequently asked questions

What does a GEO agency cost for a B2B software company?

The costs of a GEO agency vary widely and depend on the scope of the project and the services. Some agencies work with fixed packages, others with custom work based on a quote. Always ask for a concrete price quote and what is delivered for it. Do not be tempted by offers that promise guaranteed positions in AI answers, because no agency can deliver on that guarantee.

How do you measure the results of a GEO agency?

A good GEO agency measures the visibility of your company in the main AI assistants, such as ChatGPT, Gemini, Claude, and Perplexity. It can show how often your company is mentioned compared to competitors. Without this measurement, progress remains invisible. Therefore, choose a party that periodically reports on AI visibility and citations.

Is a general SEO agency also good at GEO?

A general SEO agency can offer GEO, but the expertise differs fundamentally from traditional search engine optimization. GEO focuses on how AI assistants understand and present information, and requires specific knowledge of technology, content, and authority. For B2B software companies, it is often better to choose an agency specialized in IT and tech sectors, because it understands the target audience and the way questions are asked better.