Future of B2B SEO: Top 5 Trends for 2025 & Beyond
Posted: Tue Jan 21, 2025 10:02 am
As we look ahead to 2025 and beyond, the B2B SEO landscape is evolving rapidly due to the advancement of new technologies and user behaviour. Businesses need to understand and adapt as quickly as possible to the latest SEO trends if they want to stay competitive, maintain top organic rankings and convert visitors into leads.
In this article, we’ll explore five top trends and predictions that will shape the future of B2B SEO. By staying ahead of these trends, companies can position themselves as industry leaders and maximise their organic visibility in an evolving competitive search environment.
1 – AI Search Generative Experience (SGE)
Since AI overviews increasingly occupy a significant amount of space, they can push organic results down, especially when users click on the “Show more” button. Understanding this dynamic can help you achieve a more prominent positioning in search results.
With large language models (LLMs) attracting more netherlands phone number lead visits each month. According to recent reports, “ChatGPT reached over 100 million monthly active users by the beginning of 2024.” Companies should pay special attention to these new audience growth opportunities presented by tools such as ChatGPT, Gemini and other LLMs.
Before we get started, I should clarify that I’m not covering brand visibility in LLMs in this article. There’s a fundamental difference between the AI overviews and LLMs regarding the user journey – so I will address this topic with a dedicated article in the future.
What are AI Overviews?
AI overviews are AI content-generated summaries with key information and links for further exploration, based on your search query, similar to what Google has introduced as Rich snippets (also known as “rich results”). For Google specifically, it is called Search Generative Experience or “SGE”.
This new Google feature is displayed above each traditional organic result and can appear before or after paid ads, depending on the specific query. Example:
Google’s Search Generative Experience (SGE)
How can you improve your brand visibility on Google’s SGE?
According to Google Search Central, you only need to follow the guidelines outlined in their Search Essentials for your site to be considered for inclusion in AI Overviews. Let’s explore methods and tactics that can help you improve your brand’s visibility on this new channel.
Ensure accessibility for LLM crawlers: Make sure your site is accessible to the crawlers used by ChatGPT, Gemini, Copilot and Perplexity and so on. Enable crawler access with a correctly configured robots.txt file and regularly update your XML sitemaps to make all relevant content easily detectable.
High-quality, authoritative content: With LLMs, the quality of content has become more important than ever. High-quality content must add value to the reader by offering insightful, accurate and comprehensive information. It’s not just about filling pages with text, it’s about providing meaningful content that meets the needs and expectations of your audience.
Structure of the content: Organising the content in a “Question and Answer” format can increase its probability for Featured snippets. Additionally, using lists, tables, and bullet points can enhance your content’s appeal for this rich result. The key is to provide clear, easily digestible information that directly addresses user inquiries
Optimise for semantic search: Focus on topic modelling and semantic SEO. Create content groups (Content Pillars) that cover broad topics comprehensively, linking related articles to establish authority on a subject.
User experience (UX): Make sure your site is mobile-friendly, loads quickly and offers a seamless user experience. Google considers page experience in its rankings, which will probably influence how Gemini prioritises content.
In this article, we’ll explore five top trends and predictions that will shape the future of B2B SEO. By staying ahead of these trends, companies can position themselves as industry leaders and maximise their organic visibility in an evolving competitive search environment.
1 – AI Search Generative Experience (SGE)
Since AI overviews increasingly occupy a significant amount of space, they can push organic results down, especially when users click on the “Show more” button. Understanding this dynamic can help you achieve a more prominent positioning in search results.
With large language models (LLMs) attracting more netherlands phone number lead visits each month. According to recent reports, “ChatGPT reached over 100 million monthly active users by the beginning of 2024.” Companies should pay special attention to these new audience growth opportunities presented by tools such as ChatGPT, Gemini and other LLMs.
Before we get started, I should clarify that I’m not covering brand visibility in LLMs in this article. There’s a fundamental difference between the AI overviews and LLMs regarding the user journey – so I will address this topic with a dedicated article in the future.
What are AI Overviews?
AI overviews are AI content-generated summaries with key information and links for further exploration, based on your search query, similar to what Google has introduced as Rich snippets (also known as “rich results”). For Google specifically, it is called Search Generative Experience or “SGE”.
This new Google feature is displayed above each traditional organic result and can appear before or after paid ads, depending on the specific query. Example:
Google’s Search Generative Experience (SGE)
How can you improve your brand visibility on Google’s SGE?
According to Google Search Central, you only need to follow the guidelines outlined in their Search Essentials for your site to be considered for inclusion in AI Overviews. Let’s explore methods and tactics that can help you improve your brand’s visibility on this new channel.
Ensure accessibility for LLM crawlers: Make sure your site is accessible to the crawlers used by ChatGPT, Gemini, Copilot and Perplexity and so on. Enable crawler access with a correctly configured robots.txt file and regularly update your XML sitemaps to make all relevant content easily detectable.
High-quality, authoritative content: With LLMs, the quality of content has become more important than ever. High-quality content must add value to the reader by offering insightful, accurate and comprehensive information. It’s not just about filling pages with text, it’s about providing meaningful content that meets the needs and expectations of your audience.
Structure of the content: Organising the content in a “Question and Answer” format can increase its probability for Featured snippets. Additionally, using lists, tables, and bullet points can enhance your content’s appeal for this rich result. The key is to provide clear, easily digestible information that directly addresses user inquiries
Optimise for semantic search: Focus on topic modelling and semantic SEO. Create content groups (Content Pillars) that cover broad topics comprehensively, linking related articles to establish authority on a subject.
User experience (UX): Make sure your site is mobile-friendly, loads quickly and offers a seamless user experience. Google considers page experience in its rankings, which will probably influence how Gemini prioritises content.