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    The great SEO shake-up: How B2B marketing leaders should adapt to AI search and Google's latest algorithm updates

    If your SEO metrics have looked unusual lately, you’re not imagining things. Google rolled out major updates in September and October 2025, expanding AI-powered answers and making technical changes that are disrupting how performance is measured across the board.

    Put simply, these updates are redefining how B2B marketers approach SEO, lead generation, and content strategy. 

    Here’s what changed, why it matters, and how to adapt.

    What are Google's key search changes in 2025?

    The biggest change is that Google features AI-generated conversational overviews at the top of search results pages (SERPs). While this rollout began in 2024, it's now fully deployed and having a major impact on click-through rates, with zero-click searches surging:

    With ChatGPT serving 800 million to 1 billion users globally, this shift toward conversational AI search is accelerating fast.

    The silver lining? Remaining traffic carries higher commercial intent. AI filters out casual browsers, so visitors who do reach your site are typically closer to taking action.

    The rise of Generative Engine Optimization (GEO)

    This evolution has given rise to a new discipline: Generative Engine Optimization (GEO). Traditional SEO fundamentals (quality content, strategic keywords, technical optimization, and authoritative backlinks) remain essential. But now there's an additional layer: optimizing so AI systems can easily understand, cite, and reference your content.

    GEO doesn't replace your existing SEO efforts. Instead, it builds on them by ensuring your content is:

    • Structured in ways AI systems can easily parse
    • Semantically clear with direct answers to common questions
    • Formatted to be citation-worthy in AI-generated overviews

    Think of it as an extension of SEO for the AI age. You still need the fundamentals, but you're also structuring that content so it performs well when AI systems are doing the searching.

    Removal of the &num=100 parameter

    Google removed the &num=100 parameter, which capped search results pages at 10 listings instead of the previous 100. This might sound like a minor tweak, but it's had major consequences: 

    • Up to 77.6% of sites lost tracked keyword visibility
    • An 87.7% drop in Google Search Console impressions for many sites
    • SEO tools now need multiple API calls to track rankings, increasing costs
    • Average position metrics became artificially inflated, making performance harder to interpret

    Spam and content quality updates

    Google's August 2025 Spam Update took aim at manipulative tactics like keyword stuffing, fake reviews, and thin, AI-generated content that adds little value.

    This update reinforces Google's E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—with a particular premium on Experience. Google wants to see firsthand knowledge and expert insights, not just regurgitated information.

    Mobile-first and local SEO enhancements

    Two other important shifts:

    • Mobile-first indexing is now non-negotiable. If your site doesn't perform well on mobile devices, your rankings will suffer.
    • Enhanced Google My Business features are increasingly important for B2B lead generation, especially in localized markets. Even if you're a B2B company, local SEO can be a powerful way to capture prospects searching for solutions in your area.

    How B2B marketers should respond to Google’s 2025 search updates

    There are a number of steps you can take to adapt your strategy to this new reality: 

    Reset baselines and stakeholder expectations

    First things first: stop comparing your SEO metrics to pre-October 2025 data. The old benchmarks no longer apply. Establish a new baseline that reflects today’s ecosystem.

    Communicate these changes clearly to your leadership team. A drop in impressions or a shift in average position doesn’t necessarily mean performance is declining; it may just reflect Google’s new measurement rules. Be sure to adjust your SEO budget forecasts as well, since tracking and reporting costs are likely to rise.

    Next, reframe your definition of success. Move away from traffic volume as a primary goal and focus instead on traffic quality and conversion rates. The visitors reaching your site today are typically more qualified and closer to a buying decision.

    Finally, keep an eye on branded search volume as an emerging performance signal. Many users now conduct initial research through AI tools and then search for specific brands they’ve seen mentioned. If your branded search traffic is increasing, it may indicate that your company is appearing in AI-generated recommendations, even if that visibility isn’t directly measurable yet.

    Optimize content for AI and quality

    Start with a content audit focused on E-E-A-T principles. Look for ways to add firsthand insights, original analysis, and credible perspectives from your team or customers. Generic, surface-level content won’t make the cut anymore. 

    Next, structure your content so AI systems can easily understand and reference it:

    • Use schema markup to clarify meaning and context.
    • Add FAQ sections with concise, direct answers.
    • Create how-to articles with clear, step-by-step guidance.
    • Use descriptive headings and front-load key takeaways near the top of each page.
    • Make your content comprehensive and citation-worthy.

    Remove thin or outdated material; It's better to have 20 truly valuable pages than 100 mediocre ones.

    Remember: GEO is purely organic. You can't pay to appear in AI-generated overviews. You have to earn your place through content quality and structure.

    Pay special attention to your homepage and About page. Large language models (LLMs) frequently draw from these foundational pages when generating company descriptions. Ensure they clearly communicate what you do, who you serve, and what sets you apart. Some companies are also experimenting with llms.txt files (a proposed standard that helps AI crawlers identify important content) though major LLMs haven't officially adopted this approach yet.

    Prioritize technical SEO fundamentals

    Don’t overlook the basics:

    • Ensure mobile-first responsive design with fast load times; test on real mobile devices, not just responsive preview.
    • Keep your Google My Business profile accurate and consistent across all platforms (Name, Address, Phone).
    • Maintain structured data markup, clean URLs, and HTTPS security.

    These fundamentals matter more than ever in an AI-driven search environment.

    Invest in thought leadership and distribution

    Create cornerstone content that demonstrates your expertise: comprehensive guides, detailed case studies, and problem-solving articles that address real B2B pain points. This is the kind of content that both AI systems and human decision-makers will recognize as valuable.

    But don't just create content and hope people find it. Amplify it through email, LinkedIn, and relevant industry communities. Build relationships with publications and influencers in your space to generate authoritative backlinks and references.

    The more your content is cited and linked to by trusted sources, the more likely it is to appear in AI-generated overviews. Active participation in platforms like Reddit, Quora, and industry-specific forums builds brand authority and creates the semantic signals that AI systems increasingly rely on. Companies that engage authentically in these communities—answering questions, sharing expertise, and contributing to discussions—are seeing measurable improvements in how often they appear in AI-generated responses. The key is authentic participation that prioritizes education over promotion.

    The takeaway for B2B marketers

    The rise of AI-powered overviews and zero-click searches means traditional SEO strategies need to evolve, but this isn't cause for panic. It's an opportunity to refocus on what's always mattered most: creating valuable, authoritative content that serves your audience's needs. 

    The search landscape is changing, but the fundamentals of good marketing remain the same: understand your audience, provide real value, and make it easy for people to find and engage with your solutions.

    Need help adapting your marketing strategy to these changes? We can help. Talk to us to get started.