How GEO helped Ramp grow AI visibility 7x in accounts payable

Ramp grew its AI visibility for accounts payable from 3.2% to 22.2% in one month, a 7x lift, by publishing pages shaped around what AI engines were already citing. Two of those pages earned more than 300 citations in their first month, and Ramp climbed from 19th to 8th among fintech brands in the category.

Ramp builds financial automation software. In AI answers about accounts payable, it was barely there.

The challenge

Buyers had started asking AI before they asked a sales rep. The source puts it plainly: 5% of all queries are now answered by AI, and 90% of B2B buyers use AI to research purchases.

When the team looked at how AI engines answered accounts payable questions, the picture was bleak. Ramp's visibility sat at 3.2%. That means buyers asking ChatGPT or Perplexity for AP software almost never saw Ramp's name, no matter how strong its traditional SEO was.

The team saw a blue ocean, not a lost cause. Visibility was low, and they believed the right approach could let them dominate the space.

"Identifying and analyzing LLM insights for AEO has been a key priority for the Ramp team."

Ashley Nguyen, SEO Strategist at Ramp

What they changed

They started with citation data, not keyword data. The team studied which pages AI engines cited when answering accounts payable prompts. A pattern jumped out. The engines kept pulling from content about automation, AI and software comparisons, the kind of content that organic search had traditionally overlooked. Only 6% of Ramp's existing citations came from that type of content.

They built pages that answer the full query. Instead of one generic AP page, the team created two pages aimed at specific buyer segments, the way people actually phrase the question:

• Accounts Payable Software for Small Businesses
• Accounts Payable Software for Large Businesses

They added comparison and explainer content. Alongside the segment pages, Ramp published "Top 6 Accounts Payable Automation Software" and "AI in Accounts Payable." Both match the automation and comparison angle the engines favored.

They used long-tail prompts to steer tests. The SEO team analyzed long-tail queries in LLMs to find gaps traditional tools missed, then ran targeted tests against them. AI data complemented the existing SEO strategy rather than replacing it.

The results

The change showed up fast:

Metric	Before	After
AI visibility in accounts payable	3.2%	22.2%
Citation share	7.5%	8.1%
Rank among fintech brands in AP	19th	8th

• 7x AI visibility. Visibility rose from 3.2% to 22.2% within a month.
• 300+ citations. The two segment pages generated over 300 citations in one month, putting them among Ramp's most-cited content.
• 11 competitors passed. Moving from 19th to 8th put Ramp ahead of 11 rival brands in AI answers for accounts payable.

The biggest win was speed. A category where Ramp was close to invisible became one where it showed up in more than a fifth of tracked answers, in weeks rather than quarters.

What you can copy

1. Audit citations before you write. Look at which URLs AI engines cite for your category prompts. The formats they reward may not be the ones that rank on Google.
2. Split broad pages by segment. "Software for small businesses" and "software for large businesses" match real buyer prompts better than one catch-all page.
3. Cover the comparison and "AI in X" angles. If engines keep citing automation and comparison content in your space, publish your own, with clear structure and specifics.
4. Mine long-tail prompts. Long, conversational queries reveal gaps that keyword tools miss. Use them to choose what to test next.
5. Measure visibility, citation share and rank together. Ramp's visibility jumped 7x while citation share moved from 7.5% to 8.1%. Tracking all three shows where you are winning and where there is still room.