This tutorial gives a sequence of work for a software company. For software, the buying question is usually a comparison.

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1. Use the comparisons that you lose as topics

Your sales team already knows these comparisons. Examples are “CRM for agencies”, “alternative to [competitor]”, and “tool for teams of five to fifty”. Start with ten topics. Read Define topics.

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2. Run conversations and read them before you look at scores

Read approximately twelve answers. For SaaS, find these items:
  • The competitors that answer engines treat as your real alternatives. Frequently, these are not the competitors that you track commercially.
  • How answer engines describe you when they name you, for example expensive, complex, or for enterprises.
  • If the answers cite comparison sites, documentation, or community threads.

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3. Correct the description before you add coverage

When answer engines name a brand in most answers but recommend it in few answers, the brand has a positioning problem. More content cannot correct this problem. Use Monitor perceptions to track the specific claim, for example “hard to set up” or “expensive”. Then, you can see if your work against the claim has an effect.

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4. Make your existing pages quotable

SaaS sites usually have the information, but they hide it in marketing text. Apply the test in Structuring content for LLMs to your pricing, integration, and comparison pages. This is the work with the lowest cost.

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5. Get independent coverage

Answer engines give more weight to third parties. For software, the third parties are review platforms, comparison sites, and the communities where people discuss your category. Read Building authority.

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6. Close gaps with real content

Use Content opportunities. Write one substantial piece for each cluster, not one page for each question.

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A reasonable first quarter