B2B buyers are no longer searching. They’re conversing.
AI chatbots like ChatGPT and Perplexity are shaping vendor shortlists long before prospects reach your website. And with almost 60% of searches ending without a click, Google AI overviews are transforming the traditional search experience, too.
To stay discoverable, your brand needs a new layer of optimization beyond traditional SEO: AI search optimization, also known as Generative Engine Optimization (GEO).
AI search optimization helps ensure your brand’s expertise, products and insights are visible when generative engines summarize answers or make recommendations.
Here’s how it differs from SEO, why you need it, and how it helps make your brand AI-visible.
Key Takeaways
- AI answer engines are reshaping discovery. Generative AI now filters and summarizes brand content, often before a user clicks.
- AI search optimization combines technical SEO, structured content and credibility signals to influence how AI interprets and cites your brand.
- Earned media and strong authorship matter more than ever, since AI relies on trusted, verifiable sources.
- Brands that embrace AI search optimization now will secure early visibility advantages before competitors catch up.
- AI visibility will soon be as measurable and mission-critical as traditional search performance.
Why You Need a GEO Strategy for AI Answer Engines
According to G2’s 2025 Buyer Behavior Report, nearly a third of buyers (29%) now turn to AI-powered search tools more frequently than Google. That means decisions about your brand may happen entirely within AI chat environments, long before a buyer visits your website.
As Walker Sands co-CEO Andrew Cross puts it:
“Buyers now receive synthesized, conversational answers that shape brand perceptions long before they talk to sales. This shift is especially critical in B2B, where buyers are already deep into their decision-making journey before outreach. These new behaviors are disrupting traditional funnels, and brands that want to stay ahead must respond.”
AI search optimization, or Generative Engine Optimization (GEO), ensures your brand shows up in those AI-generated responses. It’s not about gaming algorithms. It’s about structuring credible, verifiable information that AI systems can interpret and trust.
For marketers, the risk is clear: If your competitors are influencing AI search and you’re not, you’re invisible in the spaces where buying decisions now happen. Understanding this shift means rethinking how traditional search engine optimization (SEO), public relations (PR) and content intersect.
How Does AI Search Optimization Differ From Traditional SEO?
AI search optimization builds on top of your brand’s SEO strategy. It doesn’t replace it. But there are some key differences between the two approaches.
SEO Measures Rankings; AI Search Adds in Perception
Traditional SEO measures rankings and click-throughs. AI search optimization adds a new dimension: brand perception within AI answers. Being cited or recommended by AI engines requires content that projects authority, accuracy and trustworthiness.
Trust Signals: Backlinks + Brand Mentions
In SEO, backlinks are a signal of credibility. In AI search optimization, mentions from reputable outlets, analysts and reviewers carry even more weight. AI engines rely on these references to determine which brands to include in synthesized answers.
Keyword Matching vs. Conversational Context and Questions
Keyword optimization is a key ingredient for successful SEO strategies. AI search optimization rewards natural language and context. For example, content that answers a query like “best B2B cybersecurity platforms for healthcare” directly and conversationally will surface higher in AI results.
Client or Server-Side Rendering vs. Only Server-Side Rendering
AI crawlers often skip JavaScript-heavy, client-rendered pages. AI search optimization demands server-side rendering so AI tools can easily interpret and cite your content. Frameworks like React and Angular can present challenges if not optimized for server rendering.
How to Appear in AI Search Results
AI search optimization builds on many of the same fundamentals as SEO. For both approaches, clear, structured, authoritative content is key. Although there’s clear overlap with SEO best practices, GEO requires a few strategic adjustments, like optimizing for conversational context.
Rank Well Organically for In-Demand Terms Across the Buyer Journey
SEO fundamentals still apply. Ranking in traditional search results improves your odds of being used as grounding content in AI responses.
Publish Clear, Well-Sourced Content
AI models favor factual, verifiable information. Cite data, link to reputable sources and include recency indicators (like dates and survey years) to strengthen trust.
Remember, AI crawlers won’t click on links. So if you want “credit” for using a credible source, name it in the text, (e.g., “According to Forrester …”) instead of just linking the information.
Use Schema + Structured Data to Help AI Understand Context
Structured data helps AI engines interpret your content’s meaning.
- Use Article, Organization, FAQ and Author schema markup to add context.
- Maintain a logical header hierarchy (H1 > H2 > H3) and semantic HTML5 elements like <article>, <section>, and <footer>.
- Include ALT text for images, transcripts for videos, and well-structured tables.
Answer Questions Directly and Concisely
AI engines extract responses at the paragraph level. Write content that directly answers “what,” “why” and “how” questions in clear, declarative language.
For best results, zero in on questions that your target personas might use to research your solution. Ask your sales team what questions they hear from prospects, or ask an AI chatbot to help you brainstorm.
Use Decisive Language, Cite Statistics and Include Testimonials
Generative engines prefer confident, data-backed statements. Incorporate key proof points, (e.g., “Our platform increased conversion rates by 27%”) and client testimonials that reinforce credibility.
Optimize Your Website for Speed
Fast, lightweight pages are easier for AI crawlers to analyze. Aim for sub-200ms load times and avoid relying on JavaScript to render vital content. Many GenAI crawlers can’t fully process JS-rendered pages.
Earn Mentions in Trusted Publications that Influence AI Engines
AI systems reference content from high-credibility publishers first, so invest in good public relations (PR).
- Secure coverage in trade media, industry analysts and top-tier publications to improve how AI perceives your brand.
- Link bylined articles to strong owned author bio pages or pillar content.
- Strategically position quotes in press releases or interviews to highlight key brand strengths and keywords.
- Include case studies or other proof point content to boost credibility.
But remember, not all publishers impact AI visibility equally. For example, some restrict AI crawlers, which limits the likelihood your content will appear in generative answers.
Prioritize publications with high AI impact to ensure your PR investments enhance your brand authority and visibility in AI search.
Ready to Optimize Your Brand for AI Search?
Generative engines are redefining what it means to “rank.” The brands investing in AI search visibility today will own the conversations that shape tomorrow’s buyer decisions.
At Walker Sands, we help B2B brands audit their AI visibility, strengthen credibility signals and optimize for both SEO and GEO.
Ready to make your brand AI-visible? Contact Walker Sands to start your AI search optimization journey.
AI Search FAQs
What Does “AI Visibility” Mean?
AI visibility is how often and how accurately your brand appears in generative AI responses. High AI visibility means your brand is cited or summarized favorably in AI-driven tools.
Is AI Search Optimization replacing SEO?
No. SEO remains essential. AI search optimization builds on SEO by ensuring your content is structured, authoritative and credible enough to appear in AI-generated answers.
What is Generative Engine Optimization?
GEO is the practice of improving your brand’s visibility and perception across AI-generated outputs. It’s about ensuring your brand shows up clearly, accurately and persuasively when buyers rely on AI tools to research and evaluate options.
