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SEO, GEO and LinkedIn for HR Tech Companies

An HR tech deal rarely ends with HR. Finance checks the cost, IT checks the integrations and employees use the product every day.

We build LinkedIn content, BOFU pages and AI search visibility that answer each of them, so your champion in HR has what they need to get the deal signed.

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1,000+ posts published Clients: Katalon, Arrowsterr and Omniscient
Illustration of a small team working on laptops around a blueprint in a Greek workshop framed by marble columns

Sound familiar?

Problems HR tech teams run into as they grow.

"HR loves the demo, then finance and IT step in."

Your champion in HR is sold, but the CFO wants a cost case and IT wants to know how you connect to payroll and SSO. If your site only speaks to HR, the deal stalls while sales writes answers one email at a time.

"We're one logo among dozens on every 'best HRIS' list."

Category searches are full of G2 and Capterra pages and big names like Workday and BambooHR. Buyers scroll past the long list and pick the vendors they've already heard of.

"Our demand peaks at the same time every year, and we're never ready."

Benefits tools get searched before open enrollment, performance tools before review season and payroll tools before year end. Content that goes live in the busy month is too late to rank.

"HR leaders listen to other HR leaders."

They follow practitioners on LinkedIn and ask peers in communities before they look at a vendor site. A brand page that posts product updates doesn't get into those conversations.

How we help HR tech teams reach the whole buying group

Your experts on LinkedIn, pages for each role in the deal and a place in the AI answers buyers check.

LinkedIn thought leadership

Where HR people already are

LinkedIn started as a hiring network, so HR people are on it every day. We interview your founder or the HR expert on your team every two weeks and turn their opinions on hiring, retention and HR ops into posts in their voice.

Those posts reach the CHRO and the HR ops manager before a search does, and they give us topics for your site.

LinkedIn thought leadership

BOFU SEO

A page for each buyer's question

We start with searches close to a purchase, like "BambooHR alternatives", "HRIS for 200 employees" or "payroll software for multi-state compliance". Then come pages for each role in the deal: the integration page IT reads, the pricing and ROI page finance reads and the rollout page HR ops reads.

SEO for B2B SaaS

Content marketing

Ready before the busy season

We plan your calendar around the HR year, so open enrollment, review season and year-end guides go live months ahead and have time to rank. Each one is built from interviews with your team.

I research keywords with SEMRush, Google and Reddit, and subreddits like r/humanresources are where HR people talk openly about the tools they use. Those threads tell us which questions to answer first.

Content marketing for B2B SaaS

AI search (GEO)

On the AI shortlist

HR buyers ask ChatGPT for shortlists too, with prompts like "best onboarding software for remote teams". AI tools pull from your site and from G2, Capterra, Reddit and HR publications. We work on both and track the prompts that name you.

GEO for B2B SaaS

Paid ads

Reach the buying group

LinkedIn ads can reach HR, finance and IT people at your target accounts by job title, so the whole group knows your name before the demo. Google ads cover the high-intent searches while your pages build up rankings.

Paid ads for B2B SaaS

Proof from B2B software brands

We haven't published HR tech work yet. These are results from our B2B software clients.

Developer tools / Test automation

How SEO became Katalon's main growth channel

Katalon sells test automation software to QA and engineering teams. We rebuilt its content engine around the searches closest to a purchase. Today ChatGPT, Claude and Perplexity cite Katalon when buyers ask for test automation tools.

4x
ARR growth
80%+
Of ARR growth from SEO
Read the Katalon case study
B2B software clients

We've worked with B2B software brands like Katalon, Arrowsterr and Omniscient

  • Katalon

    Katalon, test automation software for QA teams.

  • Arrowsterr

    Arrowsterr, an agentic SEO and GEO platform.

  • Omniscient

    Omniscient, an agentic CRM.

1,000+posts published

These results come from our B2B software work, outside HR tech. See every project in our case studies.

What you get in the first 90 days

The same four steps we run for every client, planned around the HR calendar.

  1. 01
    Weeks 1 to 2

    Discovery

    We interview your founders, product team and sales, and read your sales call notes to learn who joins a deal and when. We also mark your busy seasons, such as open enrollment.

  2. 02
    Weeks 2 to 4

    Strategy

    • Buying group map, from HR to finance and IT
    • Keyword map for each role
    • LinkedIn content pillars
    • Calendar planned around the HR year
  3. 03
    Month 2 onward

    Publishing

    BOFU and role pages ship first, then seasonal guides early enough to rank. LinkedIn posts go out from your experts' profiles on a steady schedule.

  4. 04
    Month 3

    Measure

    You get a report on rankings, AI answer mentions, LinkedIn conversations and demo requests, tied to your CRM. Then we put more into what brings deals.

HR tech marketing questions

Short answers to common questions. For anything else, book a call.

Do you have HR tech case studies?

No. Our published results come from B2B software brands like Katalon, Arrowsterr and Omniscient, and we'd rather show you real numbers from that work than stretch them to fit your market.

What carries over is the method: we find the searches closest to a purchase, build pages for them and measure demos in your CRM.

Who should post on LinkedIn, our company page or a person?

A person, in most cases. HR leaders follow people who've done the job, so a founder or an HR expert on your team gets more reach than a brand page.

Your company page still matters for reposts and ads. We usually start with one or two profiles and add more once the first ones post on a steady schedule.

How do you write for HR, finance and IT in the same deal?

We map your buying group in the first two weeks: who joins the deal, what each person worries about and which questions slow things down. Then each role gets its own pages, such as an integration page for IT and a cost page for finance.

Your champion in HR can send each colleague the page that answers their question.

How long until SEO brings demos?

SEO builds over months. The first BOFU pages usually go live in month 2, and the month 3 report shows how they rank and whether AI tools mention you.

If you need demos this quarter, we'd start paid ads alongside, using the same keyword research.

How much does it cost?

LinkedIn is priced per profile: Presence is $2,500 a month, Momentum $3,000 and Authority $5,000. SEO and GEO plans are $4,000 a month for Starter, $8,000 for Growth and $10,000+ for Authority.

Those prices are for a 12-month term. A 6-month term adds 5% and a 3-month term adds 10%. Everything each plan includes is on our pricing page.

Let's reach everyone in your buying group

Tell us about your product, who joins your deals and when your busy season starts. You can also email us at vincent@perceptric.com.

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