The verdict in three sentences
For a funded B2B software company in Monaco, SEO captures buyers already comparing solutions on Google, while AEO/GEO targets the answers AI assistants like ChatGPT give when a CFO or CIO asks for a shortlist. Both rest on the same foundation: factual, consistent product, integrations, security and pricing pages, plus credible third-party mentions. The split depends on your brand awareness and sales cycle, and every euro should be tied to a measure: demo requests for SEO, a dated record of answers for AEO.
Two channels, two ways of being found
Buyers of B2B software, IT leads, operations directors or finance directors, decide as a committee. They search Google for queries like multi-entity treasury consolidation software or GDPR-compliant alternative to [competitor], then ask AI assistants more open questions: which European vendors offer ESG reporting integrated with SAP, with a SOC 2 report? Being named in the second answer assumes you were readable in the first.
| Criterion | SEO | AEO/GEO |
|---|---|---|
| What it targets | Rankings on comparison and category queries in Google | Being mentioned and accurately described in AI answers |
| Time to effect | 4 to 9 months on competitive queries | 3 to 6 months for a trend, highly variable |
| Market budget, 2026 ballpark | EUR 3,000 to 10,000 a month | EUR 2,000 to 7,000 a month, diagnostic EUR 3,000 to 8,000 |
| Metrics | Impressions, clicks, demo requests, pipeline | Share of answers naming the vendor, accuracy, sources cited |
| Risks | Traffic without buyers, generic content | Shifting answers, outdated information repeated |
| Shared foundation | Product, integrations, security, pricing pages, real case studies | The same, plus consistent third-party mentions |
These ranges reflect typical quotes from European agencies specialising in B2B. The AEO/GEO market is young and quotes vary widely. At Kolonell, both are on quote.
Where to invest, depending on your situation
There is no universal split. The table below gives a direction by situation, to adjust after a diagnostic.
| Situation | Priority | Why |
|---|---|---|
| Young vendor, established category | SEO first, around 70% of budget | Buyers compare on Google; you must exist on category queries first |
| Established brand, covered by trade press | Stronger AEO/GEO, around 50% | AI assistants lean on those mentions; correct and complete what they say |
| New product category | AEO/GEO and in-depth content | Few Google searches exist yet; questions are asked in natural language |
| Regulated clients (banking, insurance, health) | Security and compliance pages first | Buying committees check SOC 2, ISO 27001 or GDPR, only as actually held |
| Tight budget, under EUR 3,000 a month | Shared foundation first | Factual pages serve both channels at once |
| Recent funding round | Brand consistency everywhere | Investors and buyers check the same information |
In Monaco, two specifics matter. Clients and partners are French, Italian, English-speaking and international, which raises the question of languages per market. The Principality has its own personal data protection law and its own supervisory authority, separate from the EU framework, while your European clients think in GDPR terms: your privacy and security pages must be accurate on both fronts. This is not legal advice.
How is each approach measured?
| Measure | SEO | AEO/GEO |
|---|---|---|
| Main source | Search Console and analytics | Dated record of answers to the same questions |
| Frequency | Weekly for data, monthly for the report | Monthly, on 20 to 40 fixed questions |
| Activity indicator | Clicks on product and comparison pages | Share of answers naming the vendor |
| Quality indicator | Demo request rate per page | Accuracy of integrations, certifications and pricing cited |
| Commercial indicator | Pipeline attributed in the CRM | AI selected as source on the demo form |
| Reading horizon | 6 to 12 months | 3 to 6 months for a trend |
The dated record is the centrepiece on the AEO side: the same questions, asked under the same conditions, with the full answer archived. It shows whether the vendor appears, what is said about it and which sources are used, without relying on a one-off impression.
What a diagnostic covers
A serious diagnostic covers the technical and editorial state of the site, the Google queries where competitors capture demand, a representative set of buyer questions put to AI assistants, the consistency of public information (site, profiles, software directories, press), and a recommended split. It does not deliver a step-by-step recipe: it informs an investment decision.
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Mini case study
Illustrative example: Rivage Analytics, a Monaco-based vendor of treasury software for family offices, has just closed a (fictional) funding round. Digital marketing budget: EUR 60,000 a year. The diagnostic shows good rankings on two category queries, but the vendor appears in none of the 30 answers recorded. Chosen split: EUR 3,500 a month on SEO and EUR 1,500 a month on AEO/GEO, or (3,500 + 1,500) x 12 = EUR 60,000. With a hypothetical average annual contract of EUR 30,000, two attributable deals cover the year. The break-even threshold supports the decision and should not be read as a forecast.
FAQ
Does AEO replace SEO for a B2B vendor?
No, the two complement each other: AI assistants partly rely on the same pages as Google. A vendor absent from category queries rarely shows up well in answers, and an SEO budget of EUR 3,000 a month often remains the base.
Should we publish our pricing?
A pricing page, even with ranges or a from price, helps both buyers and AI assistants place the offer. With no figure at all, answers sometimes repeat wrong prices found elsewhere.
Can we cite our security certifications?
Only those actually obtained, with their scope and date. A SOC 2 report claimed but expired is a costly mistake in front of a bank's buying committee.
What does an SEO and AEO diagnostic cost on the market?
As a 2026 ballpark, allow EUR 3,000 to 8,000 depending on the number of markets and questions. At Kolonell it is priced on quote.
Can anyone promise an AI will recommend us?
No, no serious provider can promise that, because answers vary and depend on factors nobody fully controls. What can be done is to measure, month after month, the share of answers that name you.
Find out how AI assistants describe your firm. We compare your position on Google and in the answers of AI assistants like ChatGPT on your buyers' real questions, then recommend a split. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
