A contribution from Sophie Hundertmark
Sophie Hundertmark is an expert in the practical use of artificial intelligence with a focus on chatbots, AI strategies and responsible technology integration. She is a researcher and lecturer at the Lucerne University of Applied Sciences and Arts and is currently writing her dissertation in the field of Conversational AI at the University of Fribourg. As a consultant, she supports companies, administrations and educational institutions in the introduction of effective AI solutions. More about Sophie Hundertmark on LinkedIn.
A CustomGPT was used for linguistic and stylistic creation – as well as for translation. This is based on the GPT-5 language model from OpenAI and was developed by Sophie Hundertmark herself.
Over the last few months, I have been observing more and more clearly in my presentations and in discussions with students and customers how much the search behavior of users is changing. While Google used to be the first port of call, more and more people are turning to ChatGPT, Perplexity or SwissGPT when they are looking for a suitable solution. This change is particularly noticeable in the area of SaaS products: Users no longer just ask for a specific tool, but ask complex comparison questions such as “What is the best CRM software for start-ups?” or “Which project management solution is suitable for agencies?”.
These questions are answered surprisingly well by the new Large Language Model-based tools (LLMOs) – often so well that users no longer question the results or research them further. Confidence in the answers from ChatGPT, Perplexity and co. has increased enormously. For SaaS companies, this means that those who do not appear in these answers are no longer perceived by the target group.
In this article, I will show you why AI visibility is a strategically important topic for SaaS companies in particular, what exactly it is all about and how you can ensure step by step that your company remains present in the new world of information.
Why AI visibility is so important, especially for SaaS companies
From search behavior to response culture
Online visibility used to mean appearing in the top 3 Google results. Today, it’s about being present in the responses of AI chatbots. Users formulate natural questions, and ChatGPT, Perplexity or other LLMOs provide directly structured, comprehensible answers – often including tool recommendations, price comparisons or concrete suggestions for action.
This has a huge impact on the customer journey of SaaS customers. If a ChatGPT, Perplexity or SwissGPT doesn’t know your product, they won’t recommend you – no matter how good your SEO or (paid) marketing is.
Trust as a new ranking factor
LLMOs and AI chatbots, such as ChatGPT and others, evaluate information according to trustworthiness, comprehensibility and context. This means that only those who are visible with high-quality, credible content are preferred by AI systems. SaaS companies in particular benefit here if they present their expertise and experience clearly and verifiably – e.g. with case studies, customer references and external mentions.
What does AI visibility mean in concrete terms?
By AI visibility, I mean the ability of a company to be reliably and positively mentioned in the results and responses of AI-supported tools such as ChatGPT, Gemini or Perplexity.
The aim is for your SaaS product to be perceived by these systems as a reputable, trustworthy and relevant source. Technical, content-related and communicative factors play a role here.
So it’s not just about “SEO for machines”, but about a new form of trust communication that is machine-readable, but also humanly convincing. You can also find more basic information about AI visibility and AI chat management in my last posts.
The most important measures for AI visibility for SaaS companies
1. create a technical basis: structure and data quality
Before you think about content or social media, the technical basis of your website should be right. Most SaaS companies are generally well positioned here, but a targeted check is worthwhile.
Important technical measures
- Schema.org markup: Use structured data to help AI systems interpret your content correctly. Product information, reviews, FAQs and case studies in particular should be appropriately labeled.
- Crawlable pages: Make sure that no important content (e.g. price structures or product descriptions) is blocked by JavaScript or login barriers.
- Topicality: LLMOs prefer up-to-date content. Check regularly whether your data and metadata are still correct.
I recommend checking the technical basis at least 3 times a year with an AI-focused audit.
2. high-quality content: talk about customer problems instead of features
A common misconception is that you simply need “more blog articles” to become visible. For AI visibility, however, what counts is relevance rather than quantity.
Blog posts with real added value
Don’t write promotional texts about your product, but content that solves real customer problems. Explains how to tackle everyday challenges, which tools (including yours) can help and why certain approaches work better than others.
Contributions that have a particularly strong effect:
- Case studies – ideally with well-known customer names.
- Cite external sources and studies – e.g. from universities or recognized institutes.
- Integrate FAQ sections – this makes it easier for LLMOs to understand and increases the likelihood that questions will be answered directly.
In one of my last posts, I explain how you can use external content on your blog.
3. mentions on external platforms: Rankings, comparisons, reviews
Platforms such as Capterra, G2 or OMR Reviews are particularly important for SaaS companies. These sites are regularly used by LLMOs to obtain objective information on tools and providers.
Why this is crucial
If your product is well rated and described on these platforms, the likelihood that ChatGPT or Perplexity will include you as a recommendation increases. So it’s not just the rating that counts here, but also the quality and depth of the description.
I often see that smaller SaaS companies in particular do not take advantage of this opportunity – even though they could make a big difference with a manageable amount of effort. In some cases, a complete profile on Capterra and Co. can achieve more than a whole series of new blog articles.
4. social media as a signal of trust
AI systems not only analyze websites, but also social signals. They recognize which companies are active, present and relevant.
Which channels are particularly worthwhile
- YouTube: Ideal for explanatory content and “how-to” videos. It is important that the videos are solution-oriented – no feature advertising, but real help.
- LinkedIn: Thought leadership and personal insights strengthen the brand. It is particularly effective when founders or team members share their own perspectives.
- Reddit: An underrated platform for SaaS companies. However, a strategic decision should be made here as to whether to communicate as a company or via personal profiles.
In my last post on YouTube videos, I explain how I use AI to get even more out of simple YouTube explainer videos.
5. PR work and cooperation with trustworthy sources
Another important factor for AI visibility is active PR work. If your company is mentioned in reputable media or studies, this strengthens the perception of your brand – both among people and AI systems.
Examples of strategic PR measures
- Cooperation with research institutions or universities
- Guest articles in trade media
- Quotes in industry reports or market analyses
Conclusion: AI visibility is not a coincidence, but a strategy
The development towards a response culture instead of a search culture is changing marketing from the ground up. For SaaS companies, this means that those who invest in AI visibility now will have a decisive advantage in the long term.
It is important that you adapt these measures individually to your company. The points mentioned here are best practices, but not a universal solution. Every SaaS provider has different target groups, markets and technical requirements.
That’s why I recommend first carrying out an analysis of your current AI visibility. I offer three suitable options for this – from a compact quick check to a comprehensive visibility strategy.
Or you can download a template for test prompts to check the initial trend of your visibility yourself.
Your advantages with the template
Structured approach – you know exactly which questions to ask
Time saving – no long trial and error, but prompts that can be used immediately
Comparability – results are measurable and reproducible
Strategic clarity – you recognize where potential lies
Independence – you can carry out the analysis yourself at any time
Download & Use
The prompt analysis template for AI visibility is available for download.
For a one-off fee of CHF 44, you will receive the intuitive template in Excel format.
Further questions or more advice required?
If you have any questions or would like to discuss the topic in more detail, please get in touch with me directly – I look forward to hearing from you.
Write to me here on WhatsApp
or by e-mail.
FAQ: AI visibility for SaaS companies
1. what does AI visibility mean for SaaS companies?
AI Visibility describes how present and trustworthy a SaaS company appears in the responses of AI tools such as ChatGPT, Perplexity or Gemini. The aim is for your product to be recognized by these systems as a relevant and reliable solution.
2 Why is AI visibility so important today?
Because search behavior has changed: More and more users are asking chatbots directly for recommendations instead of googling themselves. If your company is not mentioned there, you will lose potential customers – even before they visit your website.
3. which factors influence AI visibility the most?
The most important factors are: technical readability of your website (Schema.org, structured data), high-quality content, external mentions on review platforms as well as PR and social media activity.
4 How does AI visibility differ from classic SEO?
SEO optimized for search engine rankings, AI visibility optimized for response systems. Instead of keywords, what counts here is trust, context and depth of content – in other words, how comprehensible and credible your content appears to LLMs.
5. how can a SaaS company measure its AI visibility?
You can check whether ChatGPT or Perplexity mentions your company in relevant questions. I also offer a template for test prompts to give you an initial assessment. For a more in-depth analysis, I recommend an as-is analysis with an AI visibility audit.
6. which content is particularly suitable for building AI visibility?
Blog articles with practical solutions, case studies with well-known customers, quotes from relevant studies and detailed FAQ sections are particularly effective. Videos or white papers can also boost your visibility.
7 What role do rating platforms such as Capterra or G2 play?
A big one. LLMOs use these sources to gather objective information about SaaS products. Good and authentic reviews on such platforms increase the likelihood of being mentioned in AI responses.
8. how important are social media activities for AI visibility?
Very important. Platforms such as YouTube, LinkedIn or Reddit provide additional signals about your activity and credibility. Shared or cited content in particular has a positive effect on your AI visibility.
9 What are typical mistakes that SaaS companies should avoid?
- Content that is too promotional instead of real solutions to problems
- Outdated or unstructured website content
- No mentions on comparison portals
- Missing external sources and study references
10. how do I start building my AI visibility?
The best way to do this is with an analysis of your current presence in AI tools. Based on this, you can plan technical optimizations, content strategies and PR measures. I offer three structured analysis packages to develop individually tailored measures.
