With AI tools like ChatGPT, Perplexity, and Gemini becoming part of everyday workflows, it's no surprise that B2B marketers are rethinking their search engine optimization (SEO) strategies. Search behavior is shifting. Keyword rankings are fluctuating. Google is rolling out AI-generated answers in search results. So it’s fair to ask: Is SEO dead?
The short answer is absolutely not. But it’s evolving fast, and your strategy needs to catch up.
Let’s break down what’s really changing in SEO, what still works, and how B2B brands can keep using SEO to attract the right buyers.
If you’re seeing drops in organic traffic or search rankings, it might feel like SEO is losing relevance. But SEO is not dead – it’s just different. Traditional tactics like keyword stuffing and spray-and-pray blogging don’t hold up anymore. In 2025, search engines (and your buyers) expect better.
AI has completely changed how users interact with search. A 2025 study found that 80% of consumers rely on AI-generated results for around 40% of their searches,1 either directly in a generative AI platform or in Google’s AI Overviews. That shift doesn’t mean SEO is obsolete; it just means visibility now extends beyond the standard list of blue links.
Modern SEO is about showing up wherever your audience is looking, whether that’s in organic results, featured snippets, AI-generated summaries, or other formats. The focus has shifted to answering user intent, demonstrating expertise, and supporting the buyer’s journey with helpful content.
SEO isn’t just about being found. It’s about being worth finding.
Yes! Marketing experts believe SEO will exist in five years, but it likely won’t be recognizable from how it looks today. The mechanics of SEO are changing, so you can expect to see:
Want to future-proof your strategy? Invest in building thought leadership and optimizing content across formats.
Yes, especially if you want your ideal buyers to find you.
Even with AI on the rise, search engines still play a big role in how B2B buyers research, compare, and make decisions. In fact, 48% of SEO marketers expect Google’s AI Overviews to actually improve future search traffic.2
What’s changing is how SEO is executed. In 2025, successful SEO strategies include:
The tactics may be different, but the goal remains the same: attract, engage, and convert buyers through search.
Let’s set the record straight: keywords haven’t gone extinct. They’ve evolved. Where early SEO rewarded exact-match keywords repeated a handful of times, modern search is much more nuanced.
Search engines now expect you to show authority by covering a topic comprehensively and aligning with search intent, not just search terms. So yes, keyword research is still important, but what really matters is how well your content aligns with what your audience is trying to learn or solve.
A lot of people who say “SEO is dead” are referring to changes in consumer search habits. But B2B SEO is a different game altogether. B2B buyers have longer sales cycles, more stakeholders, and higher stakes – which means they do a lot more research.
They want credible content that answers technical questions, explains complex offerings, and backs up claims with evidence. They're not as easily swayed by flashy short-form videos or generic product pages.
In short, while trends in social and consumer search habits are shifting quickly, SEO continues to play a big role in how B2B buyers find, evaluate, and shortlist vendors.
AI has made content creation faster, but faster doesn’t always mean better. Here’s what’s really changing behind the scenes and what you need to watch for:
Google’s SGE uses AI to provide instant answers in search results – what we see as AI Overviews. This may reduce clicks for basic queries, but for in-depth content or niche questions, users still click through for more details. That’s where high-quality content wins.
AI tools make it easier to spot trends and shifts before they impact performance. Platforms like Semrush and HubSpot can help forecast traffic drops, flag emerging keywords, and highlight content gaps – all in real time.
With these insights, marketers have the chance to adjust content strategies proactively instead of playing catch-up after rankings tank. Predictive insights also help prioritize what to optimize first, so your team isn’t stuck guessing where to spend time.
Google has made it clear that content still needs to be helpful, relevant, and trustworthy to rank in search results. So, even though genAI tools can generate content faster, you still need to add a human touch.
A recent survey from Ahrefs found that 87% of respondents use AI to help create content, but only 4% publish AI-generated content without reviewing and editing it first.3 Since Google still favors content written with real insight and expertise, try using AI to streamline drafts but invest in human editing and strategic direction.
Search engines are much better at understanding what people actually want now, and they’re punishing low-effort content that’s just trying to rank without offering value. If your content isn’t relevant, engaging, or trustworthy, it’s less likely to show up in search, regardless of how well it’s optimized on paper.
Despite all the noise, some core SEO tactics continue to deliver strong results for B2B brands. Here’s what still works:
There are also several new AI-focused strategies gaining traction, such as:
The key takeaway? It’s time to blend tried-and-true SEO strategies with modern tools.
Ready to give your SEO a boost? Here’s where to focus your energy:
Traffic means nothing without engagement. Make sure your content is built to convert with clear next steps that align with where the visitor is in their buyer’s journey, whether that’s downloading an ebook, scheduling a call, or booking a demo.
Leverage platforms like Google Search Console, GA4, and HubSpot to track what’s working and where visitors are dropping off. Let performance data like traffic sources, bounce rates, and engagement metrics shape your strategy and help you prioritize what’s worth your team’s time.
Every keyword should match a real user goal. Someone searching “how to improve VoIP call quality” needs education and tips, not a product demo. On the flip side, someone searching for the “best VoIP provider for healthcare” is likely ready to compare options and wants to see a product demo.
Your website is important, but potential buyers aren’t just looking at sites during research. They’re reading LinkedIn posts, listening to podcasts, and browsing YouTube, so make sure your content (and your brand) shows up wherever they’re looking.
Search engines and AI tools are both reading your content, but so are real people. Structure your content so it’s easy for AI to summarize (think clear headers, concise answers, and metadata), but make sure it’s written in a way that’s useful and enjoyable for your audience.
So, is SEO still relevant? Without a doubt. Whether your buyers are starting with Google, a genAI tool, or even a podcast search engine, discovery still matters – and SEO is your foundation for getting discovered. If you’re struggling to keep up with algorithm changes, you’re not alone. Many B2B tech companies know SEO is important, but lack the time, talent, or tools to make it work.
We can help. At Mojenta, we help B2B tech companies improve organic search visibility with SEO strategies built to convert. From technical SEO and keyword strategy to content development and reporting, we handle the heavy lifting so your team doesn’t have to. Ready to get started? Let’s talk.
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