Adapting to Change: GEO Strategies for B2B Marketers

In the swirling vortex of technology, changes sprout like weeds in spring. We’re living in an era where the digital landscape shifts faster than I can find my phone—often somewhere absurd like the fridge. From the buzz around classic SEO to the tantalizing allure of geo-targeted marketing, we’re faced with choices and challenges that are, let’s just say, as fun as a rollercoaster ride! Recently, artificial intelligence has crashed the party, siphoning off traffic and leaving marketers in a bit of a pickle. And let’s not forget the intriguing rise of no-click searches; they’re like tacos without the filling. Join me as we explore these trends, sprinkled with personal anecdotes, a dash of humor, and insights that might just make you nod your head in agreement.

Key Takeaways

• The surge of no-click searches is changing how we view website traffic.
• AI is a rapidly growing player that reshapes marketing strategies.
• Geo-targeting is becoming pivotal in B2B purchase decisions.
• Classic SEO still has relevance but requires new strategies.
• Keeping tabs on geo-tracking can enhance targeting efforts significantly.

Now we are going to talk about some noteworthy developments in the tech landscape that you definitely won't want to miss.

Recent Developments in Tech

Here’s a rundown of the latest trends that are buzzing around:

• Google’s AI Overview debuted in May 2024.
  • By October 2024, it was serving users in over 100 countries including the USA and Australia.
  • Then, in March 2025, it rolled into European territories. Talk about a grand tour!
  • March 2025 also welcomed “AI Mode”, bringing a sprinkle of extra AI magic to Google Search.
• ChatGPT Search arrived in October 2024.
  • A free-for-all delight! You can even set it as your default search engine, making searching feel a bit more like a chat.
• Claude joined the web search party in March 2025. It feels like a new club for tech-savvy folks, doesn’t it?
• 2025 is truly shaping up to be the year of AI agents: These little helpers are transforming language models by letting them tackle tasks in the real world.
  • Google shared their white paper on AI agents late last year. Yes, we all know how fun white papers can be!
  • January 2025 witnessed the launch of ChatGPT Operator, and Google stepped up with Project Mariner, its shiny counterpart.

Feels like a whirlwind, right? But don't throw your hands up just yet! We’re here to lend a hand. At Flow, we focus on smart B2B SEO strategies fit for our AI-filled lives.
Check out our LLM optimization services to see how we can help your team stay ahead.

Now we are going to talk about the differences between Classic SEO and GEO. This is a topic that can make even the most seasoned marketers sweat a little, but don’t worry! We’ll keep it light and entertaining.

Classic SEO vs GEO: What’s the Buzz?

Let’s face it, folks. Everyone loves a good mystery, right? And trying to figure out Classic SEO and GEO is like trying to do a magic trick – sometimes we get it, and other times, it’s just smoke and mirrors.

So, what’s the scoop here? With Classic SEO, we’re like modern-day treasure hunters, searching through keyword gold mines. It’s all about climbing that organic ladder, where Google’s algorithms act like gatekeepers, deciding who gets to shine like a star. We throw in some backlinks, sprinkle a little content magic, and hope for the best.

• Classic SEO: Think traditional hunting. We bank on keywords and backlinks. It's tried and true.
• GEO: The new kid on the block! It’s more about how AI models pull from vast data sources—like a library on steroids.

Now, for GEO! This feels like the next evolution of SEO. It’s like going from riding a horse to zooming around in a flashy sports car. With Generative Engine Optimization, we get to play with AI, influencing those models based on what they learn from data. It’s like having a power tool in our digital toolbox.

Let’s break it down further. Think of it like this: with Classic SEO, we’re relying on the training wheels of search engine algorithms, waiting to see how they adapt. That's cool, but it takes time. If the algorithms only pay attention to past data, we’re basically in a waiting game. Patience is a virtue, right?

But, when it comes to GEO, we're the bell ringers, ready to jingle our way into fresh opportunities. If the models are hooked on real-time data, we can influence results quicker than my cat can knock over a glass of water!

• If they sip from the Search fountain, we’re quick on our feet, adjusting content and media to drive results.
• If they thrive on training data, we might need to sit back, relax, and wait for updates, sipping our tea while we watch the grass grow.

In the end, whether we’re chasing after Classic SEO or cozying up to GEO, we’ve got to adapt. With technology moving faster than a high-speed train, it’s essential to stay sharp. Just the other day, a new Google update threw everyone for a loop – it’s like they’re playing digital dodgeball while we’re just trying to keep our heads on straight.

So, let’s keep our eyes peeled and our tools sharp. Whether we’re focusing on trends or tech, it’s crucial to keep our strategies flexible. After all, the digital landscape is like a buffet; we need to sample a bit of everything! Who’s in for seconds?

Now we are going to talk about how the traffic landscape is shifting under our feet, especially with the burgeoning influence of AI.

Current Impact of AI on Website Traffic

In our recent deep dive—okay, let’s be honest, more like a playful splash—into 26 B2B SaaS platforms, it seems we’ve stumbled upon a captivating twist: referral traffic from LLMs and AI-driven searches has really only kicked into gear over the past six months.

But let’s keep it real—“kicked into gear” means less than 1% of overall traffic compared to the classic search methods. If you think that’s shocking, wait till you hear that this isn’t just a mysterious black hole; it’s a slowly orbiting snail.

Ahrefs pitched in with their insights from a January 2025 analysis of a solid 3,000 websites. They revealed some eyebrow-raising stats: a whopping 63% of those sites had some form of AI traffic. Yet, our average website is still only seeing a meager 0.17% of their traffic from AI. Spoiler alert: 98% of this traffic comes courtesy of just three chatbots, with ChatGPT hoarding a cheeky 50%.

So if you’re looking at your own stats and feeling a bit like you’re sitting outside the party, you’re definitely not the only one. Trust us, we’ve got company at that table!

If you want to compare your own performance, there’s a free dashboard waiting for you—no strings attached! Just grab your Google account, connect it to GA4, and get to work.

Let’s face it: less than 1% of traffic isn’t much. And yes, it feels like an appetizer when you were expecting a full-course meal! But hold onto your hats because the trend has been picking up steam since late 2024, likely fueled by ChatGPT Search and its ambitious bid to dethrone conventional search engines.

We’re starting to see some significant trends popping up:

• Zero-click searches are on the rise.
• AI-generated referral traffic is becoming increasingly relevant and targeted.
• Overall AI usage is not just rising—it's accelerating.

Trends	Details
Zero-click searches	Users are finding answers without clicking through to websites.
Targeted AI traffic	Referral traffic from AI tools is honing in on the right audience.
Increased AI usage	More users are engaging with AI technologies than ever before.

Next, we’re going to chat about a shift that’s stirring the waters of online search: the rise of zero click searches. This is not just a buzzword; it's like getting a slice of pizza without even having to pay for the whole pie! Let’s dig into what’s happening here.

Trend 1: Surge of No-Click Searches

So, Google and its snazzy AI Overview? Talk about making things cozy up at the top! Imagine a crowded party where everyone’s trying to grab the last slice of cake only to find out the cake is a hologram. That’s precisely what’s happening with organic click-through rates. Google’s AI is taking over valuable space, leaving us wondering if anyone will even bother with the good old links below. It's all about that sweet spot above the fold. According to experts, folks are more tempted to interact with the AI Overview instead of clicking around. We can’t help but scratch our heads in disbelief over this, right? At our agency, we see zero-click searches skyrocketing, especially for those top-level terms. Think of the searcher who's just looking for quick info; they prefer getting direct answers instead of doing the click-and-fumble dance. Now, let’s talk about LLMs and AI-driven searches—we're predicting a similar vibe here. It’s like ordering takeout when you can just microwave last week's leftovers. Because these platforms respond in a way that feels conversational and comprehensive, fewer users are hitting that “click” button. Certain searches are transitioning from Google to ChatGPT-like platforms. You know, those “how-tos” and detailed tutorials that usually took us down a rabbit hole of websites? Now, they can be answered directly. It’s kind of like going fishing with dynamite instead of a rod and reel. What does that mean for us? Well, it suggests a monumental shift in how we’re consuming information online. Here's a quick rundown of key points to ponder:

• Google is optimizing its AI Overview for user engagement.
• Standard organic clicks are likely to see a decline.
• Conversational AI platforms like ChatGPT are stealing the limelight in search queries.
• The need to click through decreases as more answers become direct.

We’re looking at a transition that could reshape how businesses strategize and connect with their audience. Next time you type a question, just remember: the answer might come without that extra click. Keep your eyes peeled; this digital landscape is shifting faster than a cat chasing a laser pointer!

Now we are going to talk about how traffic driven by modern tech can really pack a punch for businesses. Remember the last time you found a restaurant through a review and couldn't stop raving about it? That's kind of how traffic sourced from AI can work.

Key to Engaged Visitors

When we look at site visits from AI tools, the average conversion hovers around 0.7%, but it shoots up to a delicious 2.3% at peak times. It’s like finding that hidden gem of a café that everyone has been whispering about!

Visitors coming through AI-powered searches? They're not just browsing aimlessly. They’ve done their homework, like studying for the finals, which means they land on our site ready to engage.

Remember the feeling of walking into a store with a shopping list in hand versus just browsing? That's why we’re seeing those demos and meetings booked—because when these people land on our web pages, they're ready to hit that "Schedule a Demo" button like it’s their favorite sport!

• They’ve already skimmed the surface.
• They know what they’re looking for.
• They’re eager and excited to take the next steps.

Just last week, one of our buddies at the agency noticed a surge in trial sign-ups after updating the website to capitalize on this trend. It’s like sprinkling a little magic dust on a cupcake! The conversion numbers were off the charts.

So, how can businesses channel this enthusiasm? One word: visibility. By ensuring that they show up in relevant searches, businesses can reel in those ultra-engaged visitors who are less likely to wander off and more likely to transform into loyal customers.

It’s vital for us to create content that resonates. Think about it—when was the last time a boring ad made you click? Exactly! Crafting content that speaks to our audience, paired with strategic SEO, can turn clicks into conversions like turning leads into gold.

In this ever-spinning digital circus, focusing on this kind of relevant traffic isn't just wise; it's essential. After all, who wouldn't want a parade of eager, engaged visitors ready to turn ideas into actions? Sprinkle in a bit of charm, and we can watch those numbers climb higher. It’s like watching your favorite roller coaster soar to the top, but with much less screaming involved! 🎢

Now we are going to talk about how the landscape of AI is changing us faster than a kid on a sugar rush. Seriously, if you blink, you might miss it! The number of folks using AI tools in the U.S. is projected to leap from 92 million in 2023 to a staggering 181 million by 2027. That's like doubling the population of Texas in just a few years!

Trend 3: AI Usage is Rapidly Growing

And here's the kicker: in 2023 alone, 13 million U.S. adults dabbled with generative AI for online searches. Fast forward to 2027, and we’re looking at a cool 90 million.

What’s really tickling the tech world is that, according to a recent study by SEMrush and Statista, ChatGPT and Google’s Gemini are the rock stars of the AI-powered search scene. They command over 78% of the market share as of July 2024! Talk about a power couple!

• ChatGPT - 78% market share
• Gemini - The partner in crime
• Perplexity - Holds around 13%
• Microsoft Bing - A mere 3.3%, bless their heart!

Now, there's quite a bit of chatter about the demise of SEO and traditional search, but let's take a deep breath. Honestly, search is not dead; it’s like a funky teenager going through a rebellious phase. It’s diversifying, and that’s pretty thrilling for both users and B2B marketers.

For decades, we’ve been trained by Google and its pals like Bing and Yahoo to sift through unending lists of results, trying to decipher which link actually had our answers. Do we remember the agony of scrolling through pages? But now, with the emergence of hyper-targeted AI answers, it’s like being handed a cheat sheet for life’s biggest questions!

Here’s the catch though: If your B2B SaaS isn’t featured in those juicy AI responses, it’s like bringing a salad to an all-you-can-eat buffet—totally overlooked!

So, how do we boost our visibility in this new era of search? Let’s put on our thinking caps and explore some strategies to ensure we’re part of our audience’s buying journey. Think of it as making sure you’re on the VIP guest list for the latest tech party!

It’s fascinating to see how quickly this sector is shifting. One minute you’re blissfully Googling recipes, and the next, you’re speaking to a chatbot as if it were your best friend! As amusing as it gets, it pushes us to adapt and rethink our approach in the blink of an eye. Cheers to that!

Now we are going to explore how GEO plays a pivotal role in shaping the B2B buying process. It's 2025, and if you thought things were getting simpler, think again! It’s a bit like trying to organize a surprise birthday party for someone who hates surprises. Good luck!

GEO’s Impact on B2B Purchase Decisions

Recent stats from Wynter highlight that the decision-making process begins with searching and seeking advice from our dear friends (yes, our peers!).

In the current year, we find that 54% of buyers initiate their journey with a quick category search. Who can blame them? A solid 97% will then stalk the vendor's website, while 82% will play around with some interactive product demos like they’re testing a new video game!

Making the right impressions in such scenarios is crucial. This isn’t just about getting found on traditional Google searches; it’s also about appearing where AI tools like ChatGPT and Gemini hang out. We need to create those touchpoints that pave the way for future sales.

So, let’s talk about how to effectively implement GEO strategies in 2025:

Do Organic Rankings Matter?

Believe it or not, strong organic rankings can boost our chances of getting featured in Google’s AI Overview. Kevin Indig recently published a study revealing that AI Overviews now cite more pages in the top 10 than when they first hit the scene. How wild is that?

Take a look at the table below, which highlights the percentage chance that AI Overview includes a top organic result:

Organic Position	Probability of Inclusion
Position 1	90%
Position 2	70%
Position 3	50%

What Remains the Same?

Although the tactics may shift, the three classic pillars of SEO still hold strong:

• Technical: Make sure AI crawlers can access your site!
• Content: Quality content is still king. The focus may be shifting, but it still matters.
• Backlinks: Context and placement are everything!

Technical: Let AI Crawlers In

There are definitely some major copyright hurdles here. If AI crawlers can’t access your content, guess what? You’re not showing up in search results.

Watch out—some AI crawlers, like OpenAI’s, can't execute JavaScript, so make sure your site doesn't depend on it.

Content: Focus on the Bottom of the Funnel

Content is still a cornerstone. However, top-of-funnel topics may lead to zero-click searches. That’s like throwing a party and nobody showing up!

Backlinks: Beyond Anchor Text

The context in which your links appear is crucial. To be visible in AI search results, we need to ensure our content is in the right places and set up correctly.

For example, a client of ours made a significant branding shift a while back, but Google was still playing catch-up. They had to update third-party mentions to ensure their brand was portrayed accurately. It’s all about creating that perfect narrative, folks!

What’s New?

Focusing on Topics, Not Just Keywords

Let’s face it: Keywords have had their day! It’s time to focus on topics and answers. Rather than obsessing over hashtags like a cat with a ball of yarn, it’s better to think of hyper-specific questions.

Specificity is Key

While the temptation to whip up generic AI-generated content is real, we must remember that now is not the time for shortcuts. Google’s been singing a different tune about originality, and it’s high time we listen.

The point is, we want our content to be remembered. According to Wynter, 42% of B2B buyers start with a specific vendor in mind. That means getting clear on our unique value proposition is essential!

For instance, a vague description like "project management tool" doesn’t cut it. Instead, how about "an employee app for frontline workers in hospitality"? Much better!

Learn from industry leaders. Just a year and a half ago, Ryan Law from Animalz joined Ahrefs, and his knowledge is transforming content strategies everywhere!

Finally, be sure to create content that challenges us to think critically. If it’s not something you’d proudly showcase on LinkedIn, maybe it’s better left unwritten!

Mentions and Brand Presence

Think of a brand like MailChimp. If they want to dominate discussions about email marketing tools, they need to be everywhere! The key is to create an impressive presence that neither buyers nor AI can ignore.

It’s crucial to strategize our brand mentions. Here’s how we can prioritize them:

1. Web Properties: Control your website—update old content!
2. Socials: Keep your company page current.
3. Third-Party Review Sites: Manage your brand description.
4. Digital PR: Ensure you’re part of the buzz!
5. User-Generated Content: Utilize alerts to capture any mentions.

For example, our client Enboarder gets recognized as "best employee onboarding software" thanks to effective content optimization!

Now we are going to talk about some shifts in optimizing for search engines and whether classic SEO still holds its ground in today’s bustling marketplace.

Is classic SEO still relevant nowadays?

Let’s face it, Google is like that one friend who always shows up to the party, bringing in the crowd. For many of us, it’s still the top source of traffic. But, oh boy, things can especially get wild over the next 12 to 24 months. Instead of just focusing on that classic blue link – you know, the one everyone clicks because Barbara from accounting said so – it’s high time to broaden our horizons.

We’re in an era where we ought to optimize for a soup of features. Think ads that follow you around like an overzealous puppy, videos popping up like popcorn, user-generated content that’s more relatable than your last Zoom call, and those listicles we all love to scroll through while procrastinating (Guilty as charged!).

• Videos: Think TikTok or YouTube – they’re powerful traffic magnets!
• User-Generated Content: It’s like getting a free endorsement without having to pay for it.
• Listicles: They are the snackable content that keeps folks engaged.

It’s practically a buffet of options! But fear not, classic SEO isn't going the way of the dodo bird just yet. With all these shiny new toys, a solid foundation remains crucial. After all, you wouldn’t want to build a mansion on quicksand. Just ask any contractor; they’ll tell you that a sturdy base makes all the difference.

Want the latest insights in style?

We’ve taken this article and turned it into a snazzy ebook. It’s the perfect number to impress your team while dropping some serious B2B GEO knowledge. Just think of it as a stylish power suit for your marketing strategies. Download it, share it, and quote it till you’re blue in the face!

DOWNLOAD

So, while we juggle between the classic and new tactics, let’s remember that SEO’s greatest hits still play a vital role. Think of it as mixing a classic vinyl record with the hottest pop album. Is that a winning combination or what?

Now we are going to talk about who really owns and keeps tabs on your GEO strategies. It’s a bit of a rollercoaster ride, trust us!

Who Keeps Tabs on Your GEO?

We often think that the folks acing your SEO are the same ones who can nail down your GEO strategy. But boy, could that use a little freshening up!

When we’re looking at website referrals and conversions, tracking performance feels like trying to find a needle in a haystack.

• First, we all know the standard metrics—clicks, traffic, conversions. But are we missing the forest for the trees?
• Benchmarking our performance is useful, and hey, have we mentioned our FREE LLM dashboard? Check it out!

Yet, measuring visibility in LLMs and AI? That’s a whole other kettle of fish. There’s no “Search Console” for ChatGPT, but we anticipate that will change soon.

We’ve been experimenting with Peec.AI to keep an eye on brand mentions, and it’s been an eye-opener for sure.

Now, let’s chat about what the classic SEO game has looked like. Historically, there’s been this fixation on traffic as if it were the Holy Grail of success. More content, more keywords, more clicks—voilà, more leads!

But hold up! This was a mental model that totally missed the mark with today’s search landscape. As zero-click marketing becomes the norm, we need a shift in our thinking. We’ve got to realign our GEO strategies with *actual* business goals.

With organic click-through rates dropping like a rock—and yes, that’s a drift in traffic—what rises instead are those oh-so-important conversion rates, qualified leads, and opportunities from answering precisely what your audience is curious about.

Ready to Make Your B2B Brand Stand Out?

Exploring how LLM optimization can get your firm noticed amidst the noise is crucial. It's all about being in the right place with the right message for the right folks.

You might just find something that clicks for you! Learn More

Conclusion

As the dust settles, it’s clear that staying in the loop on these trends is crucial for anyone who wants to keep their digital presence alive and kicking. From AI’s curious influence on website traffic to the rise of geo-targeting in B2B decisions, one thing’s for sure: classic SEO isn’t dead yet, but it certainly needs a refresh. So, let’s keep our radar up, stay informed, and perhaps grab a taco or two along this exciting ride! Who knows, maybe your next click could lead to an unexpected treasure.

FAQ

• What significant developments in AI has Google introduced?
  Google’s AI Overview debuted in May 2024, expanding its services to over 100 countries by October 2024, and introduced “AI Mode” in March 2025.
• What is ChatGPT Search and when was it launched?
  ChatGPT Search arrived in October 2024, allowing users to set it as their default search engine, creating a more conversational search experience.
• How do Classic SEO and GEO differ?
  Classic SEO is about traditional keyword and backlink strategies, while GEO (Generative Engine Optimization) focuses on leveraging real-time data and AI models to optimize search results.
• How has AI impacted website traffic?
  AI-generated referral traffic is still less than 1% of overall traffic, but it has seen rapid growth, with 63% of websites experiencing some form of AI traffic.
• What are zero-click searches?
  Zero-click searches occur when users find answers directly from search results without needing to click through to websites, increasing in popularity due to AI tools like Google’s AI Overview.
• What is the average conversion rate from AI-driven traffic?
  The average conversion rate from AI-driven searches is around 0.7%, peaking at 2.3% during high-engagement times.
• What are the current trends in AI usage?
  AI usage is rapidly growing, projected to increase from 92 million users in 2023 to 181 million by 2027, with ChatGPT and Google’s Gemini commanding over 78% of the market share.
• Is Classic SEO still relevant today?
  Yes, while the landscape is changing with new technologies and trends, classic SEO foundations remain important for maintaining visibility in search results.
• How can businesses effectively implement GEO strategies in 2025?
  Businesses must focus on organic rankings, high-quality content, and ensuring that AI crawlers can access their sites to enhance visibility in AI-driven searches.
• Why is measuring visibility in LLMs and AI challenging?
  There's currently no established tool like “Search Console” for AI platforms such as ChatGPT, making it hard to track performance and visibility effectively.