ABOUT VIRAYO
We help B2B SaaS companies get found, cited, and recommended across AI search and Google. From visibility to pipeline.
Why Virayo
You have your pick of agencies selling AI search. These four things are why teams choose Virayo.
We’re Technical
We’re engineering-led, and we treat AI search as a system to be understood, from how models retrieve sources and run fan-out queries to how they decide which brands to cite. When we say a change will improve your citations, we can tell you why.
We Build Our Own Tools
Virayo AI, our visibility platform, audits how ChatGPT, Claude, and Gemini describe your brand every week. We built it, we run our own site through it, and what we recommend to you has already been tested there.
We’ve Done This 100+ Times
The strategists who ran the first hundred programs run yours. We’ve led B2B SaaS SEO since 2012, the founders stay in the account, and we keep the client roster deliberately small. The team you meet below is the team that does the work.
We Focus on Revenue
You take qualified pipeline, trials, demos, and closed revenue from Google and AI search to your board, so those are the numbers we manage to. After the initial term the engagement is month-to-month, so the results have to keep making our case.
Where Virayo Comes From
From a restaurant SaaS in 2012 to an AI-first agency.
Virayo started with tacos. In 2012, Jarod Ferguson connected with Robbie Richards to market WebWaitr, his restaurant SaaS for mobile ordering. The restaurants liked the software. What they really needed was people in the building for Taco Tuesdays, two-for-one beers, Monday Night Football. So that's what we helped them with, through social media, web development, and search.
To fund WebWaitr's development, Jarod consulted, building software for everything from managing cattle genetics to event ticketing platforms. That team became Royal Jay, named for his grandfather, and its engineers went on to build healthcare software and data systems for HP, Microsoft, Kno2, and St. Luke's. Robbie grew the marketing practice alongside it, from real estate and legal into SaaS and technology. Along the way he built a name of his own, with robbierichards.com, an email list 23,000 subscribers deep, and The SEO Playbook, the SEO training course he co-founded. By 2018 the practice had outgrown its parent. Virayo was spun off as a standalone agency, and Robbie has led its client strategy ever since.
That pairing, software and search, still defines us. Jarod spent two decades as a developer, architect, and CTO. At the end of 2023, after a profitable 12-year run, he wound down Royal Jay on his own terms and took a real break. He came back with everything pointed at one goal, making Virayo an AI-first agency. And when AI transformed search, he built Virayo AI to make sense of it. Most agencies rent their tooling. Ours is built by the CEO.
Since 2018, more than a hundred B2B SaaS companies have used Virayo to turn organic discovery into qualified pipeline. The playbook keeps changing, and our work changes with it. We run SEO and GEO as one strategy.
Who We Work With
Who we fit best, and who we're not for.
Post-product-market-fit B2B SaaS and tech companies. Usually vertical category leaders like the field sales platform, the MSP tool, and the transportation management system.
The roster has ranged from growth-stage scale-ups to public and billion-dollar companies, but our average client is a PE-backed SaaS company with around $50M in revenue, 200 employees, 15 years in market, a lean marketing team, and one to three people touching search directly. Some arrive with a young program and room to run; others bring years of organic equity, strong domain authority, a thousand-plus ranked keywords. Both face the same challenge. A growing share of high-value B2B keywords now show an AI Overview, and the models rarely cite the brands competing for them. That's the problem we're built for. We build the SEO foundation, protect it, and extend it into AI search.
We go deepest in four markets. Each has its own buyers, its own sources, and its own playbook.
We're not the right fit for pre-PMF or seed-stage startups.
Focus is the point. A small roster, deep in your market.
We run SaaS SEO, SaaS GEO, and SaaS PPC engagements, starting at $7,500/month with an initial six-month term, then month-to-month.
How We Work
Every engagement runs on the Virayo GEO (generative engine optimization) framework, five questions asked in order.
1. What is the buyer asking?
We measure real buyer prompts and the fan-out queries the models run underneath them, from problem-aware (“who solves this?”) through brand-aware.
2. What is the intent?
Every prompt has an intent, whether learning how, finding options, or comparing finalists. We classify the intent behind each priority prompt and identify the type of content that answers it.
3. Where does the answer live?
The type points to the source. How-tos live on YouTube, recommendations on G2 and category listicles, and comparisons on reference pages. We work both sides of that map, keeping your brand consistent and accurate in the third-party sources and engineering your own pages to be the answer the models cite.
4. Are you in the answer?
We track mention rate, citation rate, sentiment, and accuracy weekly in Virayo AI. We measure what the models already know about you, what they find when they search, and where competitors take your place in the answer.
5. Did it move pipeline?
Measurement is wired end to end, with analytics that tie organic and AI search visits to demos, trials, and the SQLs and ARR they become. Visibility that doesn’t drive pipeline gets cut from the roadmap.
Underneath it all: SEO
SEO is your own media, the content on your site that ranks in search and carries the details only your brand can state. G2 and YouTube matter, but when the answer lives on your site, SEO is what puts it there.
Virayo AI
Our own platform, under every engagement.
Client work runs on Virayo AI. It crawls your site weekly, tracks your rankings, and audits how the models describe you, from what ChatGPT, Claude, Gemini, and AI Overviews say on their own to what they say when they search, and the queries they run to get there. It catches inaccuracies at the source, maps the competitors the models cite instead of you, and turns all of it into a weekly action list.
Your team gets a login and sees every metric we see. Review the roadmap, approve topics and deliverables, and dig into any number yourself. And because the platform speaks MCP, your data is at your fingertips inside Claude or any agent you choose, with rankings, citations, and competitors answered in plain language.
100+
B2B SaaS companies served since 2018, including brands backed by KKR, ICONIQ, and Partners Group
2,000+
monthly LLM referral visits driven for TestRail, with 25 to 30 qualified trial signups a month
<24 hrs
for PCS Software to be placed in Google AI Overviews
Millions
in new ARR and thousands of SQLs generated across client engagements
Our Team
Jarod Ferguson
Co-Founder & CEO
Jarod wrote his first code at seven and spent two decades as a developer, lead architect, CTO, and three-time Microsoft Data Platform MVP before founding Virayo in 2018. He previously founded Royal Jay, a software and data firm that delivered for HP, Microsoft, Kno2, and St. Luke’s. At Virayo he leads strategy and builds Virayo AI.
LinkedIn
Robbie Richards
Co-Founder & Head Strategist
Robbie competed as a D1 golfer at Boise State before finding a new arena where improvement is measurable and outcomes can’t be faked: search. He’s led SEO for B2B SaaS brands since 2012, when he teamed up with Jarod at Royal Jay, and today leads client strategy at Virayo in the belief that great B2B brands shouldn’t go unseen.
LinkedIn
Amadeus Finlay
Senior Content Editor
Amadeus spent 11 years running content operations for clients from IBM to early-stage startups, including turns as Editor in Chief at CEO Magazine and Senior Writer at Groupon UK. At Virayo he leads content strategy across SEO and GEO, with 4x organic conversion growth for fintech clients and 20,000+ page-one rankings. He’s also a fiction writer, currently at work on a historical novel.
LinkedIn
Marley Braunlich
Senior Account Manager
Marley runs the account side of every Virayo engagement, managing SEO and LLM visibility programs for B2B SaaS clients from kickoff through delivery. Off the clock, Marley is a food and beverage content creator, developing recipes and shooting product photography for brands like Bob’s Red Mill, Betty Crocker, and Torani.
LinkedIn
Laura
Executive Admin & Operations
Laura is an entrepreneur who keeps Virayo running, handling accounts, invoicing, benefits, and the day-to-day operations the whole team depends on. Alongside Virayo she leads the Harmony Group, her own company, after 13 years working for a major home builder and a stint as COO of a realty brokerage. Oregon State Beaver, foodie, big reader, tea drinker.
We’re hiring: Senior SEO & AI Search Strategist
OUR VALUES
These values guide how we show up for our clients, our work, and each other.
LEAD WITH CARE
Leading with generosity and appreciation creates a space where people feel seen, rewarded, and inspired to bring their best.
OWN IT
Taking full responsibility with transparency builds trust and speed, turning setbacks into opportunities for growth.
GO BOLD
Embracing experimentation and calculated risks fuels innovation, pushing us to try new things and celebrate smart risk-taking.
DELIVER BRILLIANCE
Pursuit of craft and polish ensures every deliverable creates impact, choosing meaningful outcomes over busy work.
LEARN OUT LOUD
Sharing knowledge openly, without silos, scales our collective intelligence and makes every lesson count.
TEAM FIRST
Putting collective success ahead of ego builds a team that supports each other through challenges and successes.
"Organic search traffic has become our leading source of new sales pipeline..."
"Organic search traffic has become our leading source of new sales pipeline, driving 48% of inbound Sales Qualified Leads. Since January 2019, this channel has generated 1,700+ software demos and 418 closed deals, which has equated to $2.8M in new ARR."
