[B2B] The State of "Search" with AI
AI is reshaping how your customers are getting their information.
I wrote this article specifically through the lens of B2B companies who are focused on lead generation, and who don’t have a hyper-focus on local SEO.
With tools like Google’s AI Overview and ChatGPT providing direct answers, the question has become — will your website work as hard for you in 2024 and into 2025 as it has in the past? The answer is "yes", if you've been doing things “right” along the way. Most of the SEO strategies I employ actually aren’t changing that much. In reality, it’s the KPIs that might need some shifting.
What Do We Need to Do Differently? Not Much.
1. Focus on High-Quality Content
This *hasn't* changed. Create authoritative and valuable content that addresses user queries directly. Aim for Google’s Featured Snippets and "People Also Ask" sections.
2. Optimize Continuously
This *hasn't* changed. Regularly update your content to keep it fresh and relevant. Balance your efforts between creating new content and refining existing pieces to maintain high rankings.
3. Leverage First-Party Data
This *hasn't* changed. Collect and utilize contact information effectively. Personalize communications based on user behavior and preferences to build stronger relationships and improve engagement.
I know this isn’t SEO-specifically, but it’s still really relevant!
4. Embrace New Formats
This *hasn't* changed. Diversify your content strategy with videos, infographics, and interactive tools (+ even explore forums). These formats not only engage users but also help maintain a strong presence in search results.
5. Direct Engagement
This *hasn't* changed. Find ways to directly engage with your audience (host webinars and live Q&A sessions) to establish thought leadership and generate leads. Build a strong presence on social platforms.
I know this isn’t SEO-specifically, but it’s still really relevant!
6. Monitor and Adapt
This *hasn't* changed. Keep an eye on emerging trends and adjust your strategies accordingly. As search behaviors change, ensure your tactics are aligned with the latest developments to stay competitive.
Act as though you ARE your prospective customer. What are they searching in Chat GPT and Google, and are you there? What do you need to do to get INTO those search results? The truth is that this isn’t much different than current SEO strategies.
7. Measure What Matters
This *has* changed. Shift focus from traditional metrics like click-through rates to impressions and positions. High impression counts and strong positions indicate good visibility, even if click-through rates are lower. Your branded searches should remain stable.
[Example] B2B Marketing Strategy Template (2024 -> 2025)
| Tactic | Can You Collect User Data? | 2024 -> 2025 Strategy | Goal | KPIs |
|---|---|---|---|---|
| Live Events & Conferences | Yes | Attend and speak at as many relevant conferences as possible. Capture contacts (email, LinkedIn) and automate follow-ups (personalized emails/LinkedIn messages). |
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| Digital Live Events | Yes | Host webinars and live Q&A sessions. Position as a thought leader and provide direct value to the audience. |
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| Google Search | No | Optimize for featured snippets and AI-driven search results. Focus on high-quality, authoritative content. Regularly update and audit content to maintain high rankings. |
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| Forums (Reddit, Quora) | No | Respond to forum questions without overt advertising. The goal is to steer the narrative positively. |
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| YouTube | No | Create educational and engaging videos about industry-related topics. Optimize for search and engagement. |
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| Yes | Share valuable content and connect with prospects. |
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| PR/Earned Media | No | Nurture media contacts, pitch collaboration opportunities, invest in lead-gen paid media tactics. |
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| Yes | Personalize emails, tag contacts with relevant details, and use CRM for segmented, industry-specific campaigns. |
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