For years, “SEO” has meant one thing: optimizing for Google. But a quiet revolution is happening, and it’s potentially changing the game for B2B marketers. We’re talking about AI Search, and the rise of Large Language Models (LLMs) like ChatGPT, Gemini, and others.
You’ve probably heard the buzzwords: AEO (AI Engine Optimization), GEO (Generative Engine Optimization), and AI SERP (Search Engine Result Page). You might even be rolling your eyes, thinking it’s just another hype cycle. And it’s true, Google still dominates search volume (and likely will for the foreseeable future, hovering around that 80%+ mark). However, dismissing AI Search entirely is a risky proposition.
The data is telling a different story
We’re seeing a fascinating trend emerge: more and more B2B companies are seeing significant portions of their inbound traffic (and leads) originating from LLMs, not Google. This isn’t just anecdotal; it’s based on real data.
Here’s a snapshot of what some leading B2B companies are experiencing:
- Missive (B2B SaaS – $6M+ ARR): AI Search is their #2 inbound lead source and poised to surpass traditional search soon.
- Help Scout (Series B B2B SaaS): Also seeing AI Search as their #2 lead source.
- Ahrefs ($100M+ ARR): AI Search is driving 12% of their signups
- Webflow (Leading SaaS CMS): AI Search currently accounts for 8% of their signups.
- Vercel (Series E B2B SaaS): Their experience with ChatGPT signups is particularly compelling:
- September 2024: <1%
- March 2025: 4.8%
- April 2025: 10%
- June 2025: Exponential growth continues
What’s happening, and why should you care?
LLMs are changing how users find information. Instead of typing keywords into a search box, they’re asking questions in natural language. These LLMs are then pulling information from across the web, and increasingly, that information comes from content that isn’t optimized for traditional Google rankings.
This means your content can be surfacing in AI-powered answer boxes, conversations, and recommendations, even if your Google rankings aren’t stellar. Think of it as appearing within a “digital assistant” rather than just a list of links.
Okay, But How Do I Take Advantage of This?
While it’s still early days, here’s what you need to start thinking about:
- Understand the Landscape: LLMs are constantly evolving. ChatGPT isn’t the only player; Gemini, Claude, and others are gaining traction. A one-size-fits-all strategy won’t work.
- Focus on “Answer-Ready” Content: Think about the questions your target audience is asking. Create content that directly addresses those questions in a clear, concise, and authoritative way.
- Monitor Your Brand Presence: Where are you surfacing in different LLMs? What prompts are triggering your content? This is crucial for understanding your AI Search performance.
- Experiment with Prompt Engineering: How can you influence LLMs to prioritize your content when responding to user queries?
We’re not saying Google is dead. It’s still the dominant force. But to ignore the shift towards AI Search is to potentially miss out on a massive opportunity to generate leads and grow your business.
Cartesiano.ai can help you navigate the AI Search Revolution
Traditional SEO tracking tools aren’t equipped to monitor your performance across LLMs. Cartesiano.ai gives you the visibility you need to understand where you stand in the evolving AI Search landscape and optimize your content for maximum impact.
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