B2B SEO strategies for Google’s AI mode

We’re working in an incredibly exciting time for SEO, driven by advancements in technology and the ability to harness powerful artificial intelligence in Google’s search algorithm.

Its AI Overviews and newly announced AI Mode features are changing how we, as a marketing agency, create SEO strategies and how we, as consumers, search. 

We have to adapt our B2B strategies to attract both information seekers and converters to our websites. 

As we look forward to our next online webinar that explores this very topic, we will look at how to set successful SEO strategies in B2B search.  This blog will cover the impact of Google’s AI on B2B SEO and provide actionable strategies to optimise content and maintain visibility in this new landscape.

Why Google’s AI mode matters for B2B SEO

Google’s AI mode uses advanced machine learning models that focus on delivering user-specific, intent-driven results. This represents a shift from relying on traditional keyword-based rankings to prioritise a website’s context and its content, and its topical authority. This way is a lot more in-depth and user friendly. For B2B businesses, these changes amplify the importance of creating deeply relevant content tailored to niche audiences. 

It’s an opportunity. 

How to capitalise on AI Mode

Prioritise Search Intent Over Keywords  

Traditional SEO often targets specific keywords, but Google’s AI now focuses on understanding user intent. For B2B businesses, aligning content with intent is critical for attracting decision-makers.  

How to optimise for search intent:  

• Conduct intent-focused research
• Build buyer personas as part of your larger marketing strategy
• Answer FAQs

Build Expertise and Authority in Your Niche  

To rank higher in Google’s AI environment, your B2B content needs strong E-E-A-T signals (expertise, experience, authority and trust), a set of guidelines that Google rewards content for demonstrating. Establishing credibility is essential for winning over decision-makers.  

Key steps to build authority  

• Publish original research or whitepapers through PR 
• Highlight expert authors on your team to showcase their depth of knowledge
• Use credible external sources to support your claims
• Add testimonials and case studies

Optimise for AI-driven SERP features  

Google’s AI heavily influences features like People Also Ask, Related Searches and Featured Snippets. These features are invaluable for capturing attention and driving traffic in competitive B2B sectors.  

Tips to optimise for SERP features 

• Use a clear structure to format sections and questions
• Use schema markup for all pages
• Provide definitions 
• Structure your content to be scannable 

Target niche audiences with long-tail keywords  

Long-tail keywords are essential for B2B businesses looking to capture niche audiences and compete in highly specialised markets. These queries help you to reach decision-makers searching for specific solutions.  

How to use long-tail keywords 

• Pinpoint industry-specific topics 
• Create detailed guides and in-depth blogs
• Use contextual keyword variations 

Optimise for conversational search  

With the rise of voice search and AI-powered queries, B2B content needs to sound natural and conversational. Decision-makers are asking questions the way that they speak, so your content should reflect that.  

How to optimise for Conversational Search:  

• Write in natural language 
• Answer the basics like who, what, when, where, why and how questions 
• Optimise for hyper-specific or local queries where relevant  

Benefits of AI Mode B2B SEO for businesses

Investing in B2B SEO brings a range of advantages that can directly influence your company’s growth and competitiveness. Firstly, effective SEO increases your business’s visibility in relevant search results, making it much easier for potential buyers to discover your products and services. While click through rate is lower, conversion rate tends to be higher. By optimising for specific keywords and addressing the unique pain points of your target market, SEO traffic can help generate more qualified prospects.

Another significant benefit is improved return on investment. Unlike paid channels that require ongoing spending, SEO provides long-term value by continuously bringing in organic traffic, which helps to reduce your overall customer acquisition costs. Publishing high-ranking, authoritative content positions your company as a trusted leader in your sector, building credibility and trust with both prospects and partners which can influence social media strategies by increasing reach and engagement – SEO and social media are now a combined strategy.

Keeping up with the latest SEO best practices also gives you a distinct competitive advantage. Businesses that prioritise SEO are more likely to outperform competitors and gain greater market share, helping to secure continued success in the evolving digital landscape. Staying ahead with current SEO strategies ensures your business remains competitive and ready to capture new opportunities.

Take action now

Want to ensure your B2B SEO strategy remains ahead of the curve? Contact us to leverage expert support, industry insights and cutting-edge tools that drive sustainable growth for your business. Our team is ready to help you lead the way in the era of Google’s AI-powered search.