You’ve probably noticed how Google now gives you an instant answer right at the top when you search for a business topic. That’s the new AI Overview at work. Search results no longer wait for anyone to scroll. B2B marketers are seeing this firsthand, and the traditional SEO approach keeps shifting.
Organic search matters to every digital strategy. Google’s latest updates make the old playbook less reliable, and many brands feel the impact. When AI answers show up before your links, fewer people click through. Recent studies show click-through rates drop by more than a third, and some sites lose almost half their organic traffic. Non-branded keywords, which often drive early interest for B2B marketers, aren’t performing like they used to. Click-through rates have fallen by nearly twenty percent for these searches.
So how do you ensure your brand stays visible, relevant, and authoritative in a world where AI-generated answers dominate the top of the SERP (Search Engine Results Page)?
Here’s 10 strategies that incorporate our Accelerating BrandDemand™ approach to keep trust, expertise, and empathy in focus.
1. Lead with real-world experience
Google’s AI gathers facts from all over the web, but it can’t copy your firsthand perspective or your team’s original data. Content that carries your unique insights stands out in a crowded field. This approach builds trust with readers and signals value to Google.
Start by interviewing subject-matter experts, sharing case studies, and publishing thought leadership pieces that reflect your brand’s unique knowledge and voice.
2. Optimize for conversational queries
AI Overviews are heavily influenced by natural language questions and long-tail queries. B2B buyers increasingly phrase their searches in a conversational tone, for example: “What’s the best software for managing enterprise assets?” or “How do logistics companies reduce last-mile delivery costs?”
To keep up with this shift, start by using tools like Google Search Console, AlsoAsked, and Answer the Public to uncover the actual questions your audience is asking. Once you know what they’re looking for, make sure your content answers those questions clearly and directly, preferably near the top of the page. This not only helps you rank better, but it also gives AI something useful and relevant to pull into its summaries.
3. Make your content easier for Google to read
Adding special code (called schema) to your website helps Google understand your content better—like who wrote it, what it’s about, and how it’s organized. This improves your chances of showing up in AI-powered results.
Focus on adding schema for articles, FAQs, how-to guides, reviews, and company details. It also gives your content a better shot at appearing in rich snippets and voice search.
4. Organize your content around big topics
Google wants content that actually helps people, not just content created to game the algorithm. AI Overviews follow the same logic. If your website has well-organized sections focused on key themes, it shows you know your stuff.
You’ll want to start by creating core topic pages—often called pillar pages—that dive into the major areas of your business or industry. Think of them as hubs that anchor your most important themes. Then, connect them to related blog posts, how-to guides, case studies, or other resources that expand on each topic. The goal is to make it easy for both search engines and your visitors to explore your content, find answers quickly, and see your expertise in action. Just make sure everything stays current, clearly organized, and easy to navigate.
5. Use images, videos, and tools to explain things
Even though AI Overviews are mostly text, Google still values content that’s clear, engaging, and easy to understand. Charts, videos, infographics, and interactive tools can make complex B2B topics much more digestible.
Consider adding visuals that explain what words alone can’t, such as flowcharts for processes, demo videos, or ROI calculators that help users make decisions.
6. Give quick, clear answers
AI favors content that gets to the point. If your pages bury the good stuff or make readers hunt for it, they’re less likely to be included in AI-generated summaries.
You’ll want to make sure your content scannable and clear. List the key takeaways near the top and use bullet points, callout boxes, and summaries to surface the most useful information quickly.
7. Keep old content fresh
AI tools, and Google in general, prefer content that’s current and reliable. Old posts that are outdated or inaccurate won’t perform well in this new search environment.
Because of this, you’ll want to make it a habit to review your content regularly. Be sure to update facts, refresh examples, fix any broken links, and improve structure so that each page stays relevant.
8. Show who’s behind your content
One way to stand out from AI-generated summaries is by showing there’s a real expert behind the information. B2B buyers trust content more when it’s written by someone with experience, and so does Google.
By including detailed author bios, linking to professional profiles like LinkedIn, and showcasing relevant credentials or industry experience, you build trust with both readers and search engines. If your experts have been quoted in the media, featured on podcasts, or cited in third-party content, make sure to include those references to further establish credibility and authority.
9. Make your site easy to use
Slow websites, confusing menus, or poor mobile experience will cost you visitors. Google’s AI looks for fast, smooth sites, and so do your buyers.
That means tightening up the behind-the-scenes stuff: run a Core Web Vitals audit to spot issues, shrink oversized images, turn on lazy loading so pages don’t drag, and fix any broken links or crawl errors that might be slowing things down. These behind-the-scenes fixes may seem small, but they add up fast, and having an experienced SEO team in your corner can help you catch issues early and keep your site running at peak performance.
10. Get mentioned on other trusted sites
AI Overviews pull information from all over the web, not just your website. Mentions in third-party reviews, forums, trade publications, and social platforms all contribute to your authority.
You can grow your visibility by contributing guest content to industry sites, joining expert roundups, and managing your company’s presence on social and directory sites.
Don’t let AI rewrite you out of the results
The rise of AI Overviews doesn’t mean SEO is dead, it just means that SEO is evolving. If you want to continue showing near the top of search results, you’ll need to reframe your strategy around authority, originality, and utility. The brands that win in this new landscape will be those who blend deep human insight with smart technical execution.
Need help preparing your SEO strategy for the age of AI? At BrandAction Agency, we specialize in content creation and technical SEO that gets results in the ever-changing search landscape.
Let’s talk about how we can future-proof your digital presence.
