The verdict in three sentences
For a funded B2B software company in the Washington DC area, SEO captures buyers already comparing solutions on Google, while AEO/GEO targets the moment a CIO or operations lead asks an AI assistant like ChatGPT 'which tools for...' and walks away with three names. Both channels feed on the same pages: product, integrations, security and compliance, pricing, real case studies. The investment decision depends on your stage, brand awareness and sales cycle, and each channel is measured differently: attributed pipeline on one side, a dated record of AI answers on the other.
What your buyers check before booking a demo
In Washington, a B2B software company often sells to two kinds of accounts: private organizations (consultancies, trade associations, federal contractors) and, for some, public agencies. Queries vary by buyer: 'contract management software for government contractors', 'SOC 2 compliant grant management platform', 'best alternative to [competitor] for nonprofits', or to an AI assistant: 'which grant management tools do DC associations use?'.
The pages that carry weight in both channels: detailed integrations, a security page listing only certifications actually held (SOC 2, ISO 27001, FedRAMP for federal cloud), a readable pricing page, and case studies naming customers only with their consent. Never invent a customer, funding amount or metric: a public buyer checks, and an AI assistant can repeat an error for months. This is not legal advice.
Two channels, two clocks
2026 ballparks drawn from typical US B2B agency quotes and public rate pages.
| Dimension | SEO | AEO/GEO |
|---|---|---|
| Point in the journey | Active comparison, 'alternative', 'pricing', 'vs' queries | Discovery and shortlisting |
| First effects | 4 to 8 months | 3 to 6 months, uncertain |
| Monthly market budget | USD 5,000 to 15,000 | USD 4,000 to 12,000, emerging market |
| Initial audit or diagnostic | USD 5,000 to 15,000 | USD 3,000 to 10,000 |
| Primary metric | Attributed pipeline and demos | Share of answers citing the product |
| Secondary metric | Impressions and clicks in Search Console | Accuracy of features and integrations described |
| Risk | Mass-produced content without expertise | Outdated descriptions after a product change |
No serious provider promises a ranking or an AI recommendation. Be wary of offers selling 'guaranteed mentions'.
Decision matrix by stage
| Your situation | Where most of the budget goes | Why |
|---|---|---|
| Seed, young product | Product and integration pages, foundational SEO | AI assistants do not cite what is not publicly documented |
| Series A, established category | Comparison SEO, then AEO/GEO | Buyers compare, shortlists form elsewhere |
| Series B and beyond, known brand | AEO/GEO to correct and complete | Check AI assistants describe the current product |
| Regulated content or public sector sales | Careful SEO, legal review, AEO/GEO next | Every compliance claim must be accurate |
| Budget under USD 5,000 a month | One channel, foundational pages | Two small budgets produce nothing measurable |
| Recent repositioning | AEO/GEO first | AI assistants often repeat the old messaging |
The dashboard to bring to the board
Your investors want numbers, not impressions. For SEO: non-brand clicks in Search Console, demos booked from organic pages, attributed pipeline and cost per opportunity. For AEO/GEO: a dated record of 30 to 50 buyer questions asked monthly to AI assistants like ChatGPT, with the share of answers citing your product, the share citing competitors and the accuracy of the features described. Add a 'how did you hear about us?' field to the demo form: it is often the only direct signal.
A diagnostic covers, in broad terms, the state of the pages buyers rely on, consistency of public information (site, software directories, profiles, press), a first record of AI answers and points to watch (accessibility, given frequent ADA website suits, personal data, email under the CAN-SPAM Act).
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Mini case study
Illustrative example: CapitolGrant Software, a Series A company, sells a grant management platform to associations in the Washington area. Average contract: USD 18,000 a year. Current SEO budget: USD 8,000 a month, generating 10 demos a month and 2 contracts, a cost of about USD 4,000 per contract. A record of 40 questions shows the product cited in 6 answers (15%) and described with a discontinued integration. If the company shifts USD 3,000 a month to AEO/GEO for 6 months (USD 18,000), a single additional annual contract covers the spend, though nothing guarantees it.
FAQ
Should we stop SEO to fund AEO/GEO?
Rarely. Both channels rely on the same pages; most companies shift 20 to 40% of the budget rather than switching everything.
How much does AEO/GEO cost for a B2B software company in Washington DC?
Roughly USD 4,000 to 12,000 a month on the market, plus a diagnostic of USD 3,000 to 10,000. Kolonell prices this work on quote.
How do we know whether ChatGPT talks about our product?
By keeping a dated record of answers to 30 to 50 buyer questions, repeated monthly. It is the only measure comparable over time.
Can we display our security certifications?
Only those actually held, with their scope and date. An inaccurate SOC 2 or FedRAMP claim can cost an entire tender.
How long before results show?
Allow 4 to 8 months for SEO and 3 to 6 months for visible movement in the AI record, depending on the starting point.
Find out how AI assistants describe your firm. A diagnostic compares your organic pipeline with a dated record of AI answers to 40 of your buyers' questions. 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.
