Where trust starts
- Editorial discovery
- Community threads
- Newsletter mentions
- AI suggestions and early category signals
About EMGI
EMGI exists to help SaaS brands earn the authority their buyers need to feel.
Visibility no longer lives in one channel. Authority forms across search, AI, editorial proof, communities, and comparison environments, and EMGI is built to help SaaS teams show up credibly across that full system.
Core beliefs
- Search trust forms across multiple surfaces
- Off-page authority should connect to revenue, not vanity metrics
- SaaS buyers need a category-specific authority strategy
Matt Emgi
Matt Emgi is the founder of EMGI and the strategist behind its B2B SaaS authority and AI visibility model. His work is built around a simple belief: buyers do not decide based on rankings alone. They build trust across Google, AI answers, editorial proof, communities, and comparison environments, and the brands that win are the ones that show up credibly across that full journey.
EMGI was shaped to help SaaS teams turn off-page authority into something commercial, structured, and measurable. Instead of treating link building as a standalone tactic, the approach connects authority building to category perception, revenue pages, and buyer validation so visibility feels strategic rather than random.
What EMGI is not
Not a generic SEO agency and not a commodity link seller. EMGI is designed for SaaS teams that need strategy, prioritisation, and execution tied to real authority outcomes.
What EMGI is
A strategic partner that diagnoses where category authority forms, prioritises the right surfaces, and executes through one structured roadmap.
What this should feel like
Sharp, executive-ready, category-aware, and commercially grounded in the way modern SaaS buyers actually discover and trust brands.
Positioning
Authority should feel strategic, not random.
EMGI is built for SaaS teams that need more than link volume. The work starts with category authority mapping, then connects visibility to revenue pages, buyer validation, and the surfaces that actually shape trust.
Diagnose category authority
We identify where authority forms in your category, who already owns it, and which gaps are commercially worth attacking first.
Prioritise the right surfaces
Google, AI answers, editorial proof, communities and comparison environments each shape buyer trust differently. The roadmap decides where to invest first.
Make authority measurable
Reporting connects search visibility, buyer trust and commercial priority so the work can be defended internally and sharpened over time.
More about EMGI
About EMGI · Founder-led · SaaS authority specialists
I’m Matt Emgi. I built EMGI because the SaaS visibility game changed and most agencies didn’t notice.
We make B2B SaaS companies the brand buyers find, trust and shortlist: on Google, in ChatGPT, and everywhere in between.
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Watch on YouTube · Follow on LinkedIn
Founded 2023
Based in the United Kingdom
Clients across US · UK · EU · AU
30+ SaaS clients to date
The short version
I started in SEO at the end of 2021, building my own SaaS site from zero to 10K monthly visitors and learning to earn editorial links the hard way. A guest post on VentureBeat got me headhunted by my first SaaS client, where I tripled their ranked keywords in a year. The lesson that built EMGI: strong content published into a vacuum does nothing. Authority decides who gets found, and now it decides who the AI engines recommend.
“The pages that ranked weren’t the best-written. They were the most authoritative.”Matt Emgi · Founder, EMGI Group
30+
SaaS clients served
2,000+
Editorial backlinks built
90%+
Client retention past the first cycle
7 fig
On track for 2026
Proof first
The work, in three case studies
Real engagements, real screenshots, real AI citations. The full write-ups show exactly how each one was built.
Sales intelligence+1,600%organic growth, $1.5M ARR crossedA bootstrapped email finder against funded incumbents: 100+ relevance-first placements and organic became the growth engine.
Read the case study →
HR SaaS#1over BambooHR, Gusto and RipplingFeature-page authority beating incumbents with 100x the budget, plus AI answer citations nobody scoped. 25 months and counting.
Read the case study →Confidential
Developer tools1,990keywords cited in Google’s AI answersThe most-quoted name in its category: first source on a 1.83M-search query and named in ChatGPT’s own comparison table.
Read the case study →Client voices
What clients say
“In just 3 months, Prospeo crossed 12,000 monthly clicks, a 25% increase that has directly translated into sales from content that was previously generating nothing. The calibre of placements, including links from sites like HubSpot and BigCommerce, has been a real differentiator.”Hugo Fredon · Co-Founder, Prospeo.io
“Consistent, measurable improvements in both traffic and Search Console rankings. The process has been completely transparent, the communication seamless, and the quality of backlinks has genuinely moved the needle. We couldn’t recommend this service more highly.”Isaac Olson · NurseryNearMe
“Best agency we’ve ever worked with.” Three months in. Not after a year. Three months. What they meant wasn’t just the rankings: the communication, the depth of understanding their customer, the level we cared about the work.SaaS client · 90-day mark · all case studies →
The map
The buyer-trust funnel
Buyers validate SaaS across every surface at once: Google, ChatGPT, Reddit, review platforms, a founder’s LinkedIn, a peer’s podcast. Three stages, three trust environments, and where EMGI works in each.
Top of funnel · Discovery
“What’s out there?”
Where trust starts
- Editorial discovery: publications, newsletters
- Community threads buyers actually read
- AI suggestions + early category signals
How EMGI responds
- Presence in the surfaces buyers notice first
- Off-site authority signals buyers recognise
Middle of funnel · Evaluate
“Which of these fits?”
Where buyers compare
- Organic search results
- Comparison + review ecosystems
- AI-generated shortlists
How EMGI responds
- Authority behind the pages that influence selection
- Visibility connected to commercial intent
Bottom of funnel · Decide
“Can I trust this?”
Where buyers validate
- Case studies and named references
- Review presence + branded search confidence
- Third-party proof before the decision
How EMGI responds
- Reinforce the signals that remove doubt
- Concentrate authority where the decision gets made
The process
How every engagement starts
We don’t prescribe tactics until we understand the business. Four steps, then execution.
1
Customer intelligence
Your sales calls, your reviews, your competitors’ reviews, the threads where your category gets discussed honestly. Becomes a fact sheet everyone on your account works from.
2
Search & market intelligence
Where buyers discover and evaluate across Google, AI answers and third-party sources. Which queries and prompts create customers, and who owns each today.
3
Competitive authority analysis
Why competitors get ranked, cited and recommended: their links, mentions, listicles and reviews. The winnable gaps, scored.
4
Your 90-day roadmap
A bespoke Authority Growth Roadmap: pages to build or fix, sources to earn, discussions to join. Agreed with you, then executed.
Step five is execution: content, links, research, digital PR and third-party authority. Already have the strategy? SaaS link building runs as a dedicated engagement. Want the strategy owned? Start with the AI visibility audit.
Your team
Who works on your account
Matt Emgi
Founder · Head Strategist
Founder of EMGI Group, a SaaS link building and GEO agency helping B2B SaaS companies doing $1M to $30M ARR become the company buyers find, trust and shortlist: on Google, in ChatGPT, and everywhere in between.
Matt runs strategy on every account personally. EMGI builds editorial links and brand mentions to the pages that drive revenue, with placements across sites like HubSpot, Zoom, Monday.com and BigCommerce at an average of DR 60+, and tracks AI visibility and share of voice for every client over time. Client retention runs above 90% past the first cycle.
He publishes EMGI’s original research on how AI search picks brands, and his work has been published on VentureBeat. When he is not building links he is usually filming, training Muay Thai, or surfing badly.
Your wider team
Link Building Strategist · Growth Strategist
Depending on your account size, you’ll also have a dedicated link building strategist and a growth strategist assigned to your account, working from the fact sheet built in your first weeks.
The structure is deliberate: more hands on execution, but the strategy decisions stay with Matt. That’s the founder-led difference, and it’s why the direction of your engagement never gets delegated to whoever happens to be free.
In person
Where I show up
YouTube: @GoEmgi. Weekly videos on SaaS link building, AI visibility and what actually happens inside engagements.
LinkedIn. Daily notes from the work itself: client wins, live experiments and research findings.
Placements · Press · Quoted in
Publications we’ve collaborated with
Editorial placements across SaaS, HR tech, fintech, dev tools, sales and AI publications. The brand-name wins are the credibility surface AI search reads first.
+ hundreds moreStraight answers
What we do · What we don’t
What we do
- Intelligence-first strategy: customer, market and competitive research before tactics
- Editorial link building with the semantic context engineered on every placement
- Brand mentions and listicle presence that shape how you’re described
- Community visibility, audit-led, where the data says it matters
- AI visibility, citation and share-of-voice tracking
- Original research that builds your authority signal
What we won’t do
- Promise rankings or citations (nobody honest can)
- Sell PBN or low-quality links, or hit quotas with junk
- Outsource strategy to a junior or a VA
- Fake community activity or fabricate experiences
- Take on companies pre-product or well under $1M ARR
- Say yes when the honest answer is no
Original research
The studies behind the strategy
AI citation study
SaaS AI Citation Gap Report
44% of Google’s top SaaS brands are invisible to ChatGPT, and brand authority predicts AI citations far better than raw traffic.
Read the report →SERP + AI Overview study
Reddit Citations in SaaS AI Search
Reddit appears on 81.6% of B2B SaaS buying-query SERPs, and AI Overviews cite it directly on 12.1% of buying queries.
Read the report →Directory mapping
Directory Listings + AI Citations
How G2, Capterra, Clutch and the rest actually shape AI citation share, and which ones move the needle.
Read the report →The thesis
How we think about search
Buyers don’t type keywords any more, they describe problems: to Google, to ChatGPT, to a Reddit thread. Every engine answering them reads the same web and picks brands the same way, on authority and consensus: who keeps getting mentioned, in the right context, when this problem comes up. A link is a sentence about what your domain means. So we build pages that solve the problems your buyers actually search, then build the authority that makes those pages the answer, everywhere at once.
Fair questions
Straight answers, before you ask
“I’ve been burned by an agency before.”
Most agency horror stories are the same story: sold by a senior, delivered by juniors, communication fades by month three. That failure mode doesn’t exist here, structurally. One founder, every account, a 90-day firing clause, and receipts with every report.
“How long until results?”
Honestly: links compound, they don’t spike. Most clients see movement on targeted pages within two to four months, and the wins stack from there. Anyone promising page one in 30 days is selling you something else.
“Everyone’s suddenly an AI search expert.”
Your inbox is full of people who discovered GEO last quarter. We published original research on how AI search picks brands, 137 companies and 1,486 queries of it, and our case studies show live, screenshotted citations. Ask anyone pitching you for their receipts.
“Aren’t the bigger agencies a safer bet?”
They’re good, and for some companies the right choice. The trade-off is structural: at scale, the founder who sold you hands you to the team. Here, the founder is the team. Senior attention on your account every month, not a slice of it.
Want to talk?
30 minutes, no pitch. We map your category, identify the citation gap, and tell you honestly whether EMGI is the right fit. If we’re not, we’ll point you somewhere that is.
Book a Strategy CallEMGI Group · United Kingdom · matt@goemgi.com · LinkedIn · YouTube