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From AIOs to LLMs: How B2B Marketers Must Rethink SEO for the AI Era

Anish

AI tools like Google’s AI Overviews (AIOs) and large language models (LLMs) such as ChatGPT are changing how your B2B buyers search, research, and make decisions.

At Skilful Marketing, we’ve been closely tracking this shift – and we’re helping B2B teams rethink SEO, content, and reporting to stay ahead in the AI-powered world of search.

Search Is Changing Fast — So Should Your Strategy

Google isn’t just delivering links anymore. With AIOs summarizing answers and AI tools like ChatGPT recommending brands directly, your SEO plan must go beyond rankings and traffic.

Here’s what’s happening:

  • Top-of-funnel AIOs don’t convert. High-volume queries bring views, but not action. These often lead to bounce.
  • Mid-to-bottom-funnel queries are gold. These drive deeper engagement and actual leads.
  • AI platforms shape buyer decisions – even without sending traffic. If you’re not in review lists, comparison posts, or roundup content, you’re invisible to buyers.

New SEO Metrics That Actually Matter in the AI Era

It’s time to move beyond just search volume and keyword rankings. Here’s what Skilful Marketing recommends B2B brands track now:

  • AIO Visibility: Are you appearing in AI Overviews for high-intent searches?
  • LLM Mentions: Are tools like ChatGPT or Perplexity referencing your brand?
  • Conversion Metrics: Are visits from AI-influenced content converting into pipeline?
  • Cross-platform Dashboards: We use tools like GA4, Looker, and SEMrush to unify traditional and AI data.

We also analyze your brand’s story in AI summaries using tools like Profound and Scrunch – because influence now matters more than just traffic.

What’s Working Right Now for Our Clients

Here are three proven strategies that are helping our B2B clients grow visibility in AI-powered search:

1. Own the Listicles That AI Overviews Pull From

We call this Listicle Domination.

Most AIOs and LLMs pull content from high-ranking listicles (like “Best CRM Tools” or “Top Marketing Platforms”). By getting your brand listed there first, you increase your chances of appearing in both AIOs and LLMs.

Example: Greenhouse appears in top listicles for “Best ATS.” These listicles then appear in AIOs — and soon after, Greenhouse is mentioned in ChatGPT and Perplexity too.

2. Close the Gap with Competitor Citations

If your competitors are being cited by AI tools – and you’re not – you’re missing high-value visibility.

We run Competitor Citation Gap Analyses to uncover opportunities where rivals rank in AIOs and LLMs. Then we optimize your content to compete – and win – in those spaces.

3. Build AI-Friendly Websites with Technical SEO

AI models rely on structure to understand your site. We help you make your content machine-readable with:

  • Clean schema markup
  • FAQ sections
  • Crawlable site structures
  • Strategic internal linking

Why? Because if AI can’t interpret your content, it won’t recommend you – no matter how good it is.

Real Questions We’re Hearing from B2B Marketing Teams

Here’s how we’re answering the top concerns from clients like you:

“Does MSV still matter?”
Yes, but it’s no longer the only thing. We now evaluate topics by search volume and AI visibility potential, funnel alignment, and conversion fit.

“Is ChatGPT replacing Google?”
Not exactly. But it’s definitely influencing what buyers think — before they even land on your site.

“Will I lose traffic?”
Maybe. But teams that switch to AI-first content are seeing better conversions, higher-quality leads, and a more stable pipeline overall.

Reporting for the AI-First Search Landscape

If you’re still tracking only clicks and rankings, you’re missing the bigger picture.

Here’s what modern B2B dashboards should include:

  • AI Search Presence: Track how often your brand shows up in ChatGPT, Perplexity, Gemini, etc.
  • Referral CVRs from AI Sources: Know how AI mentions drive real actions.
  • Opportunity Scoring by Funnel Intent: Prioritize content based on AI presence, keyword fit, and buyer intent.
  • Compare AI Visibility vs. Competitors: Know where you’re winning (or falling behind).

Final Take: Your SEO Strategy Needs an AI Upgrade

The way B2B buyers search is changing — fast. Skilful Marketing is helping brands shift from chasing traffic to owning influence across AI ecosystems.

Let’s make sure your brand shows up — and stands out — in the next generation of search.

Anish