There’s a surge of conversations on what brands should do to rank and build AI visibility and authority. You’ve probably seen terms like GEO (Generative Engine Optimization), Everywhere Search Optimization, or AI SEO. The lack of a consistent industry recommendation is proof of how early we are in this shift.

You’ve also likely seen the stats about LLMs citing Reddit, Quora, and Wikipedia in their answers. But does that mean your corporate content is irrelevant unless you publish it there? Not really.

Let’s pause for a second.B2B buyers rarely rely on Reddit or Quora for product evaluations or competitive comparisons. What they actually seek is clarity, solutions, and trusted expertise, most often from vendor websites, analyst reports, or industry publications. That’s why your website still matters, even if daily traffic is trending down. At the very least, your digital home base still needs to be clean, clear, and credible.

We’re also still in the early days of optimizing for AI Visibility and Authority. And it’s worth noting — the two aren’t the same. AI can surface a name, but that doesn’t automatically make it authoritative, and authority doesn’t always guarantee visibility in AI outputs.

Most guidance today zeroes in on how LLMs crawl, search, and rank. That’s valuable, but equally important is knowing how your customers search, through both AI tools and Google. Balancing both perspectives will help you develop a more practical and actionable point of view on AI SEO for your business.

Three Options for B2B Marketers

When it comes to AI SEO, there’s no single playbook, but you do have choices:

1. Do nothing (yet): Stay the course with SEO. Yes, traffic is dipping, but SEO still doesn’t hurt you. You still reap the benefits, plus, optimization of your website is a long game. I KNOW!

2. Do something: Keep the basic SEO, but reallocate budget and double down on syndication and amplification across other channels. With that being said, you still need to make sure that your landing page is pretty buttoned up to extend the customer experience.

3. Go All In: This involves restructuring copy, design, and site architecture to enable AI to parse your content and deliver it in answers. It’s a heavy lift, but it could be potentially transformative. You and your agency will go through the learning curve together.

My Recommendation

There is no right or wrong way to deal with AI SEO. Ultimately, it’s a budget-driven conversation.

• If you have resources, hire an agency with some level of AI SEO expertise.
• If you don’t, start small. Tighten copy on high-value pages, clarify your offerings, and optimize selectively.

That’s exactly what I did for my own site: I didn’t rebuild everything, but I reworked my service pages, restructured my offerings, and refreshed my homepage copy.

The result? Both AI and human readers grasp my value more quickly.

Marketing is never boring when technology moves this fast. The key is to get your leadership team aligned on a POV, research what’s real, and make informed, budget-driven bets.

Want to know more? Read my latest blog post here.  If you’d like to brainstorm where GEO fits into your marketing strategy, let’s talk.

Cheers,

Pam