How to build B2B authority in the AI search era

B2B buyers aren’t searching the old way anymore.

Google’s AI Overviews, OpenAI’s ChatGPT, Perplexity and Copilot Search in Bing have changed how we find content. Goodbye, traditional ranked blue links. Hello, generating direct, synthesized answers. 

That has toppled long-held assumptions in B2B SEO and content strategy. In the next-gen search era, where users rely on summarized results, B2B marketers must adapt how they:

• Build visibility.
• Measure performance.
• Collaborate across channels.

The rise of AI Overviews: A new discovery paradigm

AI-generated search responses are increasingly becoming the first impression of your brand. 

Up to 72% of B2B buyers encounter AI Overviews during their research, a recent TrustRadius study found. 

Dig deeper: How are marketers using ChatGPT’s Operator function?

While early fears of zero-click searches linger, the same study revealed a surprising insight – 90% of users still click through to cited sources to verify information. So, in B2B contexts where trust and due diligence matter, brands still have an opportunity to capture attention – as long as AI references them in the first place.

However, traditional SEO metrics don’t tell the whole story. Measuring the impact of AI-generated visibility remains a challenge. Google Search Console offers limited transparency into AI Overview placements, prompting teams to turn to proxy indicators, such as:

• Branded search volume.
• Long-tail keyword tracking.
• Impression share.
• Lead quality metrics. 

These help fill in the gaps where direct click data falls short. Alternatives like Profound, Brandlight and Evertune have stepped in to track how answer engines surface and rank your brand against competitors.

Content optimization for AI: Structure over clickbait

AI models prioritize content that is clear, structured, and aligned with natural language queries.  So, it’s time to update your old SEO playbook. Instead of optimizing solely for SERP position, you must now ensure that content is:

• Logically formatted and easy to extract.
• Enhanced with schema markup and FAQ blocks.
• Written in a conversational tone that matches buyer queries.

B2B content should focus less on volume and more on clarity, depth, and authority. If your page is cleanly structured and directly answers niche or technical questions, it stands a much better chance of being cited in AI-generated summaries. 

Besides, isn’t this what we were supposed to be doing anyway? 

Dig deeper: How to make your content stand out in the ocean of AI slop

Beyond Google: Building visibility across trusted channels

AI answer engines don’t only pull content from your website – they tap into a broad range of public sources. 

Reddit, Quora, LinkedIn and YouTube are increasingly showing up due to their relevance and human-generated content. Each offers a unique path to visibility:

• Reddit and Quora: Strong for technical and long-tail queries.
• LinkedIn: Prioritizes professional thought leadership and B2B authority.
• YouTube: Favored for structured, explainer-style video content.

Instead of chasing reach, focus on relevance. Identify high-intent topics in these forums and align your strategy accordingly. Use these channels to seed expert insights, join active discussions, and uncover emerging questions AI is likely to surface.

B2Bs have long struggled with how much content to gate. But AI engines can’t access information hidden behind forms. That’s why expanding to other channels and prioritizing buyer education should take precedence over chasing MQLs.

From search to strategy: The cross-channel collaboration imperative

B2B SEO no longer operates in a silo. AI models draw from all corners of the web. 

PR coverage, social commentary, community posts and thought leadership pieces all contribute to the AI’s understanding of your brand. That makes cross-functional collaboration essential. PR, content and SEO teams should work in tandem to build authority by: 

• Getting cited in industry publications.
• Being mentioned in credible forums.
• Contributing to trusted third-party platforms 

These increase the likelihood of appearing in AI-generated responses.

Ungating more high-quality content – without giving away the farm – makes your brand more accessible to AI systems that can’t crawl behind lead forms. Striking the right balance between lead generation and open-access authority is now part of modern SEO strategy.

Dig deeper: GenAI is already telling your brand’s story — are you guiding it?

Human + AI: A smarter content workflow

While AI tools can assist in drafting, outlining, and researching content, they are not a substitute for expert-driven insights. Google’s E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) framework still rules content quality evaluation.

To stand out in AI-powered search, your content must offer something original. As one commentator said, “If nobody took the time to write this, why should anybody take the time to read it?” Use AI for speed but keep the human touch for strategy, differentiation, and trust-building.

AI search isn’t the future – it’s the now

AI-powered search experiences are already transforming how B2B buyers find information and evaluate vendors. 

The shift isn’t just about tools, but behavior, expectations and trust. Even Google centered its Google Marketing Live event around AI and, for the first time, discussed a unified approach to paid search and SEO.

Success in this new landscape means rethinking how we define visibility. It’s no longer just about top-ranking links. It’s about earning citations, building trust, and being present in the right places – whether on your website, a LinkedIn post, or a Reddit thread.

The future of B2B search strategy lies at the intersection of SEO, content, PR and community engagement. It’s time to brief the AI agents who are now speaking for your brand.

Dig deeper: LLMs, AI Overviews may be quietly driving homepage traffic