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For years, “Google it” was the default way to find information. Now, AI tools like ChatGPT, Bing Chat, and Perplexity AI are shaking up how people search online. More than a quarter of Americans (27%) now use AI chatbots like ChatGPT instead of traditional search engines. These chatbots provide instant, in-depth answers in a conversational way, rather than just a list of links. For B2B marketers, this shift means it’s time to adjust your SEO and content strategy to stay visible on both Google and AI-driven search tools. Below are three key ways AI is changing search, and tips on how your B2B brand can keep up.
Your B2B Buyers Are Using AI Chatbots to Find Answers
AI chat platforms aren’t just tech novelties; they’ve become essential research tools. Busy professionals appreciate the convenience of asking a chatbot a question and getting a direct answer in seconds. Instead of scrolling through multiple Google results, a VP or engineer might simply ask ChatGPT or Bing Chat something like, “What’s the best material for high-temperature gaskets?” and get a tailored response.
B2B marketers should know their audience may be “chatting” for solutions, not just Googling. This means your content needs to be present where these AI assistants draw information. AI search tools like Bing Chat and Perplexity even cite sources, potentially driving clicks to your site if referenced. Even ChatGPT bases answers on existing web content. Your company’s insights should be part of the information these tools use.
Action Step: Try it yourself. Ask ChatGPT or Bing Chat a question your customers might ask. If your content isn’t there or isn’t good, create or improve content in that area.
Optimize Your Content to Answer Customer Questions
To appear in AI-driven results, your content should focus on clearly answering specific customer questions. AI chatbots excel at providing direct answers, so create content addressing full questions and problems your B2B audience faces. If prospects often wonder “how to improve energy efficiency in factory equipment,” write content directly addressing this. Clearly answering common questions increases your chance of being included in AI responses.
Quick tips to optimize for question-based searches:
Example: If your company makes industrial pumps, write an article titled “How to Choose the Right Industrial Pump for Chemical Processing” and clearly answer this query.
Use Conversational Keywords and Tone
AI-driven search means more conversational queries. People phrase questions to chatbots naturally, using complete sentences. Instead of searching Google for “industrial IoT benefits,” users might ask ChatGPT, “What are the benefits of using IoT in manufacturing?” Adjust your SEO strategy to include these longer, conversational keywords.
Write content in a conversational tone, mirroring your audience’s language. Use Q&A-style headings like, “How do you reduce machine downtime?” and clearly answer underneath. Natural language improves visibility in AI and traditional search.
Quick conversational SEO tips:
Don’t Neglect Traditional SEO (Google Still Matters)
Optimizing for AI is crucial, but Google remains essential. Most B2B traffic still comes from traditional search engines, and Google itself is incorporating AI-driven features that rely on website content. Maintain strong SEO fundamentals to rank in Google’s search and its AI-driven snippets.
Must-do SEO basics:
FAQ: Optimizing for AI Search Tools
Q: Should I still prioritize Google SEO if people use AI chat tools?
A: Yes. Traditional search still drives most traffic. Optimize for AI as an additional channel without neglecting Google.
Q: How can my content show up in ChatGPT or Bing Chat?
A: Clearly answer specific customer questions. Use Q&A-style content and simple language. Bing Chat cites sources, so aim for clear, authoritative answers.
Q: Will AI reduce traffic to my website?
A: Possibly for simple questions. However, valuable, detailed content still drives clicks. Aim for comprehensive, unique insights AI summaries can’t fully cover.
Q: Is optimizing for AI different from traditional SEO?
A: Not entirely. AI optimization emphasizes direct answers and conversational queries, but still relies on traditional SEO fundamentals like keyword research, content quality, and site experience.
Inbound Blend Digital Marketing is a full-service digital marketing agency that prides itself on crafting flexible marketing solutions for their clients. With a focus on inbound marketing strategies, the team at Inbound Blend leverages the latest in digital technology and marketing insights to ensure their clients not only meet but exceed their marketing objectives. From SEO and content marketing to social media strategies and PPC campaigns, Inbound Blend Digital Marketing offers a comprehensive suite of services designed to help businesses of all sizes succeed in the digital age.
Todd Wallis is the Founder & President of Inbound Blend Digital Marketing. With a rich background in digital marketing and a keen eye for emerging trends, Todd leads his team with a commitment to excellence and a passion for helping clients strive to achieve their marketing goals.
© Copyright 2025 | Inbound Blend | Digital Marketing | All Rights Reserved | Privacy Policy | Website Design by Inbound Blend | Digital Marketing
© Copyright 2025 | Inbound Blend | Digital Marketing | All Rights Reserved | Privacy Policy | Website Design by Inbound Blend | Digital Marketing
© Copyright 2025 | Inbound Blend | Digital Marketing | All Rights Reserved | Privacy Policy | Website Design by Inbound Blend | Digital Marketing
